As the lines between shopping and healthcare blur, retailers are uniquely positioned to meet the growing demand for convenient, affordable, and personalized healthcare services. Consumers value convenience and reliability, giving retailers an opportunity to expand health and wellness offerings through digital transformation.

What’s New in Retail Healthcare?

Recent shifts in healthcare have pushed consumers toward nontraditional providers for services like vaccines and testing. Major acquisitions in 2023, such as Amazon’s purchase of One Medical, Walmart’s acquisition of VillageMD, and CVS Health’s buyout of Oak Street Health, demonstrate the increasing role of retailers in delivering accessible healthcare. These moves highlight the evolving landscape where retailers use their resources and customer bases to challenge traditional healthcare models.

The American healthcare system faces multiple challenges, including worker strikes and rural hospital closures, emphasizing the need for innovative solutions. Retailers can leverage their frequent interactions with consumers and digital tools to enhance their healthcare offerings.
Predicted Trends for Retail Healthcare in 2024

1. Omnichannel Pharmacy Growth

Opportunity: With prescription drug spending increasing and many Americans relying on prescription medications, there is a demand for seamless digital pharmacy experiences. Retailers are well-positioned to address gaps in prescription access and fulfillment through omnichannel solutions.

Challenge: Retailers must replicate the personal touch of in-store pharmacies online and integrate customer and patient data across services. Developing a “super app” to combine health and wellness offerings could be a solution, but this requires sophisticated data strategies.

2. Rural Health Clinics

Opportunity: Rural areas often lack accessible healthcare services. Retailers can use their physical store presence to offer in-store health clinics, addressing this gap and providing convenient care.

Challenge: Many retail spaces are not designed for healthcare services, and creating a reliable in-store care setting requires new workflows and redesigns.

3. Food-as-Medicine

Opportunity: There is growing consumer interest in health-focused food products, but cost concerns can be a barrier. Retailers can drive adoption by offering promotions, rewards, and in-store health education.

Challenge: Retailers need to deliver personalized messaging and navigate complex relationships with packaged goods companies to promote health-focused products effectively.

4. Competing with Health Insurance

Opportunity: Frustration with traditional healthcare costs opens a $25 billion opportunity for retailers to offer transparent, affordable health insurance options and simplified digital experiences.

Challenge: Developing effective insurance products and digital engagement strategies requires significant investment and strategic planning.

5. B2B Retail Expansion

Opportunity: Retailers can tap into the fragmented B2B medical supply market, providing a more digital and streamlined experience for health professionals and expanding their market reach.

Challenge: Establishing loyalty in the B2B medical supply market requires a robust e-commerce strategy and efficient store operations.

The Future of Retail Healthcare
Consumer interest in health and wellness continues to grow, driven by rising healthcare costs and a focus on preventative care. In 2024, retailers will need to balance consumer experience, patient data, and new partnerships to expand their health and wellness offerings. By leveraging data and understanding consumer needs, top retailers can create unique physical and digital healthcare experiences.

As retailers expand their role in healthcare, they must navigate new challenges and seize emerging opportunities. The integration of digital tools and innovative strategies will be crucial in meeting consumer expectations and enhancing healthcare delivery. For retailers looking to develop healthcare-related solutions, partnering with a leading healthcare app development company can provide the expertise needed to create effective and user-friendly applications that meet the evolving needs of the healthcare sector.