Walmart adds digital services to help Medicare Advantage customers
Walmart has unveiled a digital solution to help Medicare Advantage members maximize their supplemental benefits.
The retail giant said that, "for the first time in retail," customers can easily identify plan-specific, benefits-eligible products while shopping on its site and app. Walmart noted that about two-thirds of Medicare Advantage members never use their OTC benefits, resulting in billions of dollars forfeited annually
With the new solution, millions of Medicare Advantage members can add benefit cards to their online Walmart account. This lets them see a “benefits program eligible” badge on an assortment of non-prescription products, including over-the-counter medications and food and wellness products.
Shoppers can also track their benefits spending in real time and check out for same-day pickup or delivery in as soon as an hour. Walmart is initially launching its Medicare Advantage integration with NationsBenefits.
Customers can also filter search results to include benefits-eligible items, streamlining and simplifying the shopping journey. For in-store shoppers, benefits-eligible badging will show up when scanning items in the Walmart app.
“Customers expect more from their shopping experience, and we continuously adapt to offer the most convenient and intuitive capabilities,” said Ralph Clare, senior VP, health & wellness merchandising, Walmart U.S. “We saw an opportunity to streamline the health benefits shopping journey, make it easier for customers to discover eligible items and offer convenient pickup and delivery options that fit their busy schedule.”
Walmart is launching this program following a general pullback on its healthcare-related activities when it suddenly shuttered its Walmart Health service, which included brick-and-mortar clinics as well as virtual care options, in 2024.
[READ MORE: Walmart to shutter health care centers, cites lack of profitability]
That closure included Walmart halting what was supposed to be a 10-year collaboration with United Health to offer seniors high-quality, affordable health services, initially launched in 2022.
Walmart rolls out AI-powered health platform
Walmart is also introducing Everyday Health Signals, a new artificial intelligence-based digital platform developed initially for health plans and benefit managers. It lets customers opt in to connect their Walmart.com account and receive AI-driven wellness insights.
Once customers opt in, the platform analyzes their Walmart.com retail history to deliver practical tips, like nutrition analysis and shopping lists. Walmart is also kicking off this initiative for Medicare Advantage members with NationsBenefits, where eligible members can receive free, personalized guidance that aligns with their wellness goals.
Walmart is expanding the platform to more health plans and benefits managers. The platform was built by Walmart and is powered by a custom-built personalization engine, among other technologies.
"By allowing customers the opportunity to make more informed choices with Walmart Everyday Health Signals, we’re creating the opportunity for widespread health impact," said Pravene Nath, MD, group director, consumer health and data solutions, Walmart U.S. "We’re innovating with tech-enabled health solutions that equip customers with a better understanding of how small decisions in the grocery aisle can help improve their overall health."
Walmart is launching the new program following the pullback of its Walmart Health service, which included brick-and-mortar clinics as well as virtual care options, in 2024.
[READ MORE: Walmart to shutter health care centers, cites lack of profitability]
Headquartered in Bentonville, Ark., Walmart Inc. operates more than 10,500 stores and numerous e-commerce websites in 19 countries.
