In today's Special Edition of The Compass, we have curated all our previous content about Amazon’s entry into the healthcare market. We hope that these articles will help every stakeholder in the health economy begin to understand the implications of today's news and begin to formulate strategies to compete:
While Amazon’s pilot for Amazon Care was focused on a direct-to-consumer model, the company has since announced plans to focus on employer partnerships. While Amazon selected markets that are similar in employer composition (i.e., number of Fortune 500 companies), its success hinges upon use of services by employees within each employer. Ultimately, employees are consumers, and their behaviors vary by market.
Psychographics play a considerable role in understanding which consumers will be more inclined to use Amazon Care services in comparison to primary care services through One Medical (Primary Care). Given the virtual nature of Amazon Care, it will likely be received best among both Self Achievers and Willful Endurers, who are more likely to use telehealth. Willful Endurers live in the “here and now” and are more likely to obtain care in urgent care settings. Self Achievers are most proactive about wellness and stay on top of health issues with regular medical checkups, health screenings, and research.