Amazon has debuted a new service called Health Condition Programs aimed at helping people more easily discover and enroll in digital health benefits and programs that are available through their employer or insurance plan to manage chronic conditions, but that they may not be aware of.
Citing the Bureau of Labor Statistics, Amazon noted that employees regularly leave nearly 30% of their total compensation on the table in the form of unused benefits, and pointed to additional research that shows that nearly one-quarter of U.S. adults report they are unaware of all the benefits available through their health plan.
Amazon’s new Health Condition Programs is designed to make it easier for people to discover these digital health benefits, in particular those helping patients manage chronic conditions like prediabetes, diabetes and high blood pressure. By partnering with a range of digital health companies, the service aims to make it easy for customers to check coverage availability, apply for programs and manage their condition.
The first digital health company to participate in the Health Conditions Program is Omada Health, which offers clinically validated behavior change protocols for individuals living with diabetes, hypertension, prediabetes, weight management and musculoskeletal issues. Omada Health is currently available to more than 20 million customers via the company’s partnerships with 1,900+ employers and health plans, although as the companies pointed out, many potential customers may not be aware of the service. Amazon said it plans to add additional partnerships with other digital health companies in the future.
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“This partnership is pivotal for Omada, as we are leveraging Amazon’s wide reach to literally meet consumers where they are, just as we do for our members as a virtual-first care provider,” said Sean Duffy, CEO and Co-founder of Omada Health in a statement. “Ultimately, the more people we’re able to reach, the larger impact we can have on the rising prevalence of chronic disease.”
Checking for Program Eligibility While Shopping on Amazon
Here’s how the new service works: When Amazon customers browse the site for products related to diabetes prevention, diabetes and hypertension care, they will now also see an option to check their eligibility for health condition programs. Customers also can visit the Amazon Health webpage directly to initiate a general coverage check. If the check indicates they may be eligible, individuals will then be guided to Omada’s website to complete the enrollment process.
Eligible customers may have access to connected devices, a personal care team, health coaching, nutrition planning and more, and some of these programs might be available at no cost through benefits paid for by insurance or the customer’s employer.
“Amazon wants to make it easier for people to get and stay healthy, and part of that is making it easier to discover the products, services and professionals that can help them do that,” said Aaron Martin, VP of Healthcare at Amazon in a statement. “Many people aren’t aware of the health care benefits they’re eligible for that are typically no cost or subsidized by their employer or insurance plan. When customers are shopping for health-related products on Amazon, we can surface these additional health care benefits to them to provide even more support in improving their health, at no additional cost.”
Amazon is among one of the biggest movers in the growing sector of “medtail,” wherein retailers are edging into spaces typically handled by health care providers. Other Amazon health initiatives include its One Medical subscription telehealth service (which is now available as an add-on benefit for Prime members) and its pharmacy offerings, which aim to simply the ordering and delivery of prescription drugs.
