Becker's Healthcare November 5, 2025
CEO Pooja Ika launched eternalHealth at just 24 years old in 2020, focusing on Medicare Advantage. But, a few years in, she says some health plans and their leaders are distracted — and she was, too.
“When you ask me all about the [social determinants of health] or other types of initiatives, we as health plans have gotten so distracted with all these initiatives, in my opinion, because I think they’re the shiny bells and whistles,” Ms. Ika told Becker’s.
While eternalHealth still participates in some of these initiatives, like a nutrition-focused partnership with Kroger, Ms. Ika emphasized that members need to take advantage of these perks for them to be worthwhile.
“Oftentimes, plans have really great benefits, but being...
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