Amazon’s healthcare expansion is a threat to the industry

That Amazon Prime membership might quickly include a free same-day physician’s appointment. The COVID-19 pandemic has made it clear that we want a sturdy digital healthcare system that extends from the physician’s workplace into the residence—and the e-commerce Goliath simply jumped into the ring ready to win all of it.

Buyers have flocked to the sector over the previous 12 months, and a few Wall Avenue analysts have projected a number of years of strong development. Nonetheless, between final December, when information of Amazon’s deliberate transfer into healthcare started leaking in the media, and this March when the company officially announced its plans, inventory costs for legacy well being corporations reminiscent of CVS, Walgreens, and digital-first disruptors alongside the traces of GoodRx misplaced billions of {dollars} in worth and reshuffled the presumed leaderboard.

What can present healthcare suppliers do to survive and thrive in the face of what’s going to absolutely be heated competitors? The straightforward reply is to take a web page straight from Amazon’s playbook: Create an extremely easy-to-use one-stop digital store for every thing potential sufferers might ever want and pay obsessive consideration to buyer expertise and satisfaction.


Amazon is famend for taking pricey enterprise expenditures—cloud computing, logistics, and success—and creating options that remedy inside challenges whereas additionally turning into worthwhile to the firm. Subsequent up on the record is healthcare. Amazon plans to provide 24/7 chat entry to clinicians, nationwide telemedicine entry, in-home diagnostics, well being supplier home calls in choose cities, and prescription drug supply, all inside an easy-to-use interface.

Shoppers have come to count on frictionless experiences on-line and in the bodily world. Need a experience someplace? Press a button. Want your groceries? Press a button. Nonetheless, in the present day, far too many individuals in search of healthcare should navigate an infinite sea of paperwork, suppliers, insurance coverage corporations, and web sites from the mid-’90s. And in spite of everything that, they usually don’t stroll away with what they want.

As a result of healthcare in America is not user-friendly, folks defer or delay care and let prescriptions go unfilled or unused. 1000’s of lives are misplaced as a outcome, and these challenges value the U.S. healthcare system billions of {dollars} annually. If we will determine how to ship burritos on demand and join billions of individuals over social networks, we will absolutely simplify and enhance healthcare.

As the founding father of digital pharmacy Capsule, I consider the healthcare system of the future can be a seamless, built-in, digital-first expertise. The entrance door can be a single interface that permits you to rapidly decide whether or not you want to see a physician in-person or by video and aid you schedule a same-day appointment. Your pharmacist will coordinate with the insurance coverage firm behind the scenes to get you the finest medicines for the finest worth. You’ll know the prices upfront.

And prescriptions can be delivered straight to your own home or workplace at a time of your selecting. You’ll give you the option to textual content questions and issues to your docs and pharmacists and be supported by a digital group of caregivers working round the clock to be sure you keep wholesome and nicely.

We’re not there but. Whereas the pandemic pushed a few of the largest gamers in well being to develop and enhance their digital choices, they nonetheless haven’t mastered how to weave this stuff collectively into a seamless, pleasant expertise. For instance, a buyer in search of telemedicine entry on two of the largest standard U.S. pharmacies’ web sites should navigate a rabbit gap of clicks earlier than both being left at a lifeless finish or inspired to “attempt an in-person go to” as a result of the service is unavailable. Amazon is not going to make this error.

The corporate constructed a world e-commerce empire modeled on frictionless design. The lesson for the remainder of the healthcare industry is to pivot instantly to survive. Kind partnerships with revolutionary corporations in digital pharmacy, telemedicine, and residential care to create an built-in vertical stack for digital healthcare. Make navigating your web site or app as simple as ordering a e-book. Whenever you make it simple for sufferers to search digital care on-demand, it helps stop minor issues from turning into main ones down the street.


Pharmacies, insurance coverage corporations, and healthcare suppliers should prioritize giving sufferers a one-stop digital store for all their well being wants. Like Amazon has at all times finished, healthcare corporations ought to be centered on constructing the finest buyer expertise. In the event that they pull it off, the outcomes can be higher care and higher well being outcomes for everybody.

Eric Kinariwala is the founder and CEO of Capsule.