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WHAT IS THE FUTURE OF VALUE-BASED CARE?

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September 9, 2021


AMAZON CARE COULD BE GETTING A WHOLE LOT BIGGER


Daily Briefing
⋮


ON THIS PAGE

 * Our take: Amazon Care is doubling down—will that be enough? Watch these 3
   factors.

Amazon plans to expand its primary care service—Amazon Care—to 20 new cities,
including Philadelphia, Chicago, Dallas, and Boston, Business Insider reports.

Amazon Care is coming to all 50 states


AMAZON'S FORAY INTO HEALTH CARE SO FAR

According to Healthcare IT News, Amazon Care was first offered exclusively to
Amazon employees in Seattle in 2019. In September 2020, the company expanded
access to all Amazon employees in Washington state and then expanded telehealth
services to its employees and other employers in all 50 states.


Radio Advisory episode: Lessons from Amazon's venture with Haven Healthcare

Amazon Care offers both virtual and in-person care. People can access virtual
care through the Amazon Care app, which allows them to communicate with
providers through videos and messages. For its in-person service, a medical
professional is dispatched to a patient's home or office to perform exams,
tests, or vaccinations.

Currently, its virtual care service is available to patients in all 50 states,
while its in-person service is limited to patients in Washington state,
Washington, D.C., and Baltimore, Healthcare IT News reports.

According to Insider, 40,000 people were enrolled in Amazon Care as of earlier
this summer, although most were company employees.

In addition, Amazon Care was in talks with insurers in July, such as Aetna and
Premera Blue Cross, to become a covered benefit under their plans—which would
open up the service to more people and potentially make it more attractive to
employers, Insider reports.


PLANS TO EXPAND INTO 20 NEW CITIES

Amazon Care plans to expand its medical care service to 20 major cities around
the country this year and the next, three people familiar with the plan told
Insider.

According to Insider, the company will bring the "full package" of its
service—by adding in-person care to its existing telehealth offering—to four
cities this year: Philadelphia, Chicago, Dallas, and Boston.

And in 2022, the company will expand in-person care to an additional 16 cities:

 * Atlanta
 * Denver
 * Detroit
 * Houston
 * Indianapolis
 * Kansas City, Mo.
 * Los Angeles
 * Miami
 * Minneapolis
 * Nashville, Tenn.
 * New York
 * Phoenix
 * Pittsburgh
 * San Francisco
 * San Jose, Calif.
 * St. Louis

However, one of the anonymous sources told Insider that the cities slated for
expansion next year may be subject to change.

When asked about the development, an Amazon spokesperson said the company does
not comment on "rumors or speculation." (Dodge, Insider, 9/7; Jercich,
Healthcare IT News, 9/7; Kelley, The Hill, 9/7)

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ADVISORY BOARD'S TAKE

AMAZON CARE IS DOUBLING DOWN—WILL THAT BE ENOUGH? WATCH THESE 3 FACTORS.

By Yulan Egan, John League, and Sarah Hostetter

Amazon is doubling down in the health care space. This time, it's their
strengthened push to expand Amazon Care benefits, both virtual and in-person, to
20 cities nationwide before the end of 2022.

Back in March, we wrote about what Amazon needed to do to reach their full
potential in health care. And while their success is more promising with this
expansion, we still believe there are 3 factors to closely watch in determining
the size of its impact.


OUR UPDATED TAKE

We believe that Amazon has the potential to disintermediate existing
patient-provider relationships. We have continued to watch Amazon's play in the
virtual care space very closely, especially now as the telehealth landscape as a
whole continues to evolve. We anticipate large challenges for traditional
provider groups, health plans, and telehealth platforms dealing with regulatory
rollbacks on pandemic flexibilities for care delivery. Amazon's brand and
existing consumer relationships could prove to be advantageous over the
traditional models of care. The existing platform is employer-focused, but if a
direct-to-consumer virtual care platform is released it's not hard to envision
how rapid it will accelerate the commoditization of virtual visits. And here's
the thing—the demand is high. The pandemic-era demand for telehealth is likely
here to stay, and organizations who have a deep foothold in this space have a
strong chance of success.

At the same time, this recent news centers around an expanded in-person care
footprint. Amazon is doubling down their bets on home-based care with the
pending launch of its app in another 20 major U.S. cities, through which
patients can request in-person care. By combining both virtual and in-person
services, Amazon should create a more seamless, all-inclusive experience for
consumers and reduce potential leakage to other providers when telehealth alone
isn’t sufficient. To date, this hybrid model has only been available in
Washington state, D.C., and Baltimore, so we are curious to see how it performs
in other regions with the expansion. We think it is notable that Amazon is
making large bets on in-person care despite all the enthusiasm in the virtual
care space, signaling a further move toward end-to-end consumer experience.

What else will Amazon need to do to harness success? Many of the factors have
not changed, but there are some important updates to keep in mind when assessing
potential impact.


THREE FACTORS TO WATCH THAT WILL DICTATE THE SIZE OF AMAZON CARE'S IMPACT:

1. WILL AMAZON CARE STICK TO EMPLOYER-BASED SALES—AND WILL MORE EMPLOYERS ADOPT
IT?

With the new expansions, Amazon is further prioritizing employers in its sales
approach. Selling the Amazon Care platform to other employers will increase
impact, but it is unlikely to drive discontinuous growth nationwide and is not
without challenges. For example, employers are not used to receiving and
providing health care benefits from non-traditional models of care, so adoption
is a key part of the conversation.

We’ll be watching two possible strategic moves to see if Amazon can successfully
expand beyond the employer space. If they make inroads at health plans, they
could maximize penetration. But the real disruptive potential lies in the care
model going direct-to-consumer and becoming integrated within an Amazon Prime
membership. Though it’s worth asking whether Amazon consumers will want to
accept their health care services as well.

2. CAN AMAZON CARE DEEPLY INTEGRATE WITH EXISTING, LOCAL CARE DELIVERY NETWORKS?

Amazon's entire model of business has been centered around accessibility and
convenience for consumers, so we will be closely watching how successfully they
take those features into the health care space. Through supplementing virtual
care with home visits, they are signaling a recognition of the need for a more
integrated care experience. However, we still don't know how Amazon plans to
handle integration of health records and referrals or whether it is considering
partnerships with local medical groups or health systems. While we know that the
patient experience is also a consumer experience, health care is much more
complex and personalized than e-commerce. If Amazon can introduce more
convenience, accessibility, and integrated networks into the patient journey,
they are on their way to a sizable impact.

3. WILL AMAZON CARE TRULY PRIORITIZE THE HEALTH CARE PLATFORM, OR WILL IT SIMPLY
REDIRECT CONSUMERS TO OTHER CHANNELS OF AMAZON?

Amazon has a strong hold on plenty of arenas, from grocery stores to streaming
services and more. We are still waiting to see how much of the strategy will be
to direct Amazon Care customers to other Amazon services, whether those are
health care-related, like PillPack, or unrelated, like Video or Prime. But
whether Amazon has intentions to bolster its consumer or health care offerings
through the push into care delivery, it may not even matter if they can generate
sufficient downstream benefits. For example, if they experience increased
customer retention or expanded market share, Amazon may not need its care
delivery business to be all that profitable—if at all. This is a luxury unique
to Amazon. But if Amazon wishes to make a lasting impact in health care, they
will need to see patient care as the end state versus a means to drive other
business.

Andrew Mohama contributed to this article.



More from today's Daily Briefing
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    'superhuman'—immunity
 2. US doesn't have 'even modestly good control' of Covid-19, Fauci says
 3. Climate change is 'greatest threat to global public health,' 200+ medical
    journals warn
 4. How much do vaccines cut your risk of 'long Covid'? Here's what new research
    finds.

 5. Current ArticleAmazon Care could be getting a whole lot bigger

 6. Around the nation: CMS allocates $452M for reinsurance programs in 13 states

Back to Daily Briefing



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