Amazon's PillPack seeking to win over new insurers in 2020

Amazon is quietly attempting to get more big named insurers to integrate its pharmacy services into their medical and other health benefit plans, according to Forbes.

The online retail giant, through PillPack by Amazon pharmacy, already signed up Blue Cross Blue Shield of Massacushetts to integrate its pharmacy services into the insurer's app and website.

The BCBS of Massachusetts health plan said it was the first to offer "direct integration" of PillPack because PillPack was so popular with its health plan beneficiaries. PillPack also outranked competitors in its net promoter score, a measure of how likely a customer is to recommend a brand or service.  

While it is unclear whether Pillpack's net promoter score will help it win over more insurers, it’s another way the online pharmacy can lure new business with employers and insurers looking for quality and low cost pharmacy services, according to the report. 

But some analysts doubt PillPack can gain market share in the pharmacy market without buying a health insurer or pharmacy benefit manager. 

"We continue to believe that Amazon's ability to gain market share will be slow given Pillpack's lack of relationships with major payers," Mizuho Securities analyst Ann Hynes said in a report last month, according to Forbes.

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