“Healthcare must be more than a transactional experience.”
Why this is important: The retail industry’s recent entry into healthcare quickly gathered momentum and fostered hopes of improving and transforming primary care delivery. After an initial wave of enthusiasm among consumers and healthcare insiders, it became clear that the advantages of retail healthcare were overshadowed by larger structural and industry-specific issues.
Retail giants, including Walmart, Walgreens, CVS, Kroger, and Amazon, entered the U.S. healthcare space and the trend took off quickly, with promises of quick, accessible and affordable primary care. However, the transaction-based service model employed by these retail players did not mesh well with the traditional continuous care models provided by traditional healthcare systems. The retailers were also generally unprepared to integrate retail on-site care with telehealth and other modes, which meant that retail healthcare was concentrated where stores were located, primarily in highly populated and urban areas. This left the most underserved rural communities to continue to be lacking in care options. Amazon, the most significant retailer without a physical presence, focused on prescription delivery and telehealth, while the big-box brick and mortar retailers followed their own store-based models.
The lack of the retailers’ ability to address healthcare needs in a practical and effective way has caused retail healthcare to struggle. Walmart recently closed all 51 of its health centers, Walgreens announced plans to close 1,200 locations, and CVS has scaled back on its primary care expansion plans.
While retail has some advantages over traditional healthcare including convenience, cost and accessibility, such advantages cannot overcome the need for lasting patient relationships to allow for coordinated care and long-term health outcomes. The downward trend in popularity of retail-based primary care makes it clear that if retail is to continue to operate and succeed in the healthcare space, it must make healthcare a core part of its business and devote proper resources to developing patient relationships, coordinated care, and off-site accessibility. This likely would necessitate partnerships with established healthcare systems, which can fill the gaps of long-term personalized care, while still providing the conveniences of retail availability. --- Anthony L. Huber