Despite repeated attempts, corporations struggle to disrupt health care with direct-to-consumer approach

Medical Economics June 24, 2024
Lucienne Marie Ide, MD, PhD

Walmart’s recent decision to discontinue its health care initiative is a notable yet unsurprising development in the ongoing quest by non-traditional players to navigate the intricate landscape of health care delivery. This move follows a familiar pattern, echoing the experiences of high-profile collaborations, such as the alliance between JPMorgan, Berkshire Hathaway, and Amazon, as well as the endeavors of technology giants like Microsoft and Google in the health care space. Despite their efforts, these direct-to-consumer entrants have consistently failed to make a lasting impact, raising questions about the motivations behind their forays into health care.

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