Since the 1960s, Walmart has been a leading purveyor of food general merchandise nationwide. This article reports on how this year, the retail giant expands its scope by partnering with online insurance canvasing site Directhealth.com to include health care into its regular offerings.
NEW YORK (AP) — Wal-Mart is taking one-stop shopping to another area: health insurance.
The world's largest retailer plans to work with
DirectHealth.com,
an online health insurance comparison site and agency, to allow
shoppers to compare coverage options and enroll in Medicare plans or the
public exchange plans created under the Affordable Care Act.
The
strategy is another step into insurance marketing as the retailer tries
to use its mammoth size to expand beyond food and other basics at a time
of sluggish traffic and sales. It also could help Wal-Mart compete with
drugstore chains such as Walgreen and CVS, which are rapidly adding
health care services.
Wal-Mart says that the program targets shoppers who have been
confused by the enrollment process and about their health insurance
programs. They include those whose employers scaled back their coverage
to those who don't have any insurance. That has sent customers shopping
around on various health care sites or at various kiosks set up by
specific insurance companies.
With Wal-Mart program called
"Healthcare Begins Here," customers can enroll online, by phone or at
2,700 of Wal-Mart's more than 4,000 stores, starting Oct. 10. The stores
will be staffed with independent insurance agents from
DirectHealth.com.
In April, Wal-Mart teamed up with
Autoinsurance.com to let shoppers quickly find and buy insurance policies online.
DirectHealth.com and
Autoinsurance.com
are owned and operated by Tranzutary Insurance Solutions LLC, a
subsidiary of Tranzact of Fort Lee, New Jersey, which set up Tranzutary
specifically to work with Wal-Mart.
Wal-Mart won't receive
commissions on health coverage sales and hopes to benefit partly by
luring customers into stores. DirectHealth is absorbing most of the
costs to operate the program, Labeed Diab, senior vice president and
president of Wal-Mart's health and wellness division, told The
Associated Press.
Wal-Mart plans to launch a TV, radio and in-store promotions campaign this month.
Since
2005, Wal-Mart has hosted health insurance agents from individual
insurers in stores to field questions and enroll customers. But Diab
said that with the Affordable Care Act, shoppers found the search for
coverage more complicated.
He cited outside research that shows
that more than 60 percent of people have difficulty understanding their
health insurance options and nearly 40 percent feel they picked the
wrong plan after enrollment.
"We saw a greater need to bring more
transparency and simplicity," Diab said. He noted the strategy is also
part of Wal-Mart's strategy to build business in wellness and health
care. But he also is counting on the program to bring more customers to
the store.
"The more we can broaden the assortment, the more we can educate our customer, the better off we will be," he added.
As
part of Wal-Mart's expansion into health care, it is testing 11 health
care clinics run by Wal-Mart itself that offer primary care such as
health screenings and management of chronic conditions like diabetes.
That's different from its 100 leased health care clinics in its stores
that focus on basic services like flu shots.
The health insurance program works this way: For customers over 65,
DirectHealth.com
offers access to more than 1,700 plans from 12 carriers including
Aetna, Cigna, Humana and UnitedHealthcare during the Medicare open
enrollment period from Oct. 15 through Dec. 7.
For customers under age 65,
DirectHeath.com
offers access to thousands of health exchange plans from more than 300
carriers. That open enrollment period is Nov. 15 to Feb. 15.
Healthcare systems expert Larry Wedekind is the founder of IntegraNet, a multifold support system that helps physicians receive the best reimbursement rates over various kinds insurance and health plans. For more updates and news on the healthcare industry, follow this Twitter account.