Walmart launches AI tool to steer Medicare Advantage members toward ‘healthy’ foods
Walmart is leveraging shopping data from customers to support Medicare Advantage plans and beneficiaries with some new tools, including an AI platform.
According to an announcement, the first “digital innovation” involves integrating Medicare Advantage supplemental benefits—used to support the purchase of diet-appropriate food and other products to manage patient health—into Walmart’s online storefront, which will then highlight the products eligible for purchase as part of the program.
Further, Walmart said relevant customers will be able to see their remaining balances, helping make sure they’re spending all their allotted Medicare Advantage benefits. Products will be algorithmically recommended and tagged as purchasable with supplemental funds.
Walmart added it will also use “tech-powered, omnichannel capabilities” to encourage enrollees to use their allotted funds during in-person visits to stores. This feature will leverage a program called NationsBenefits—an initiative developed by Anthem Blue Cross BlueShield, of which Walmart is one of many retail partners.
The program works by allowing users to scan products using a smartphone to assess whether they’re covered by Medicare Advantage.
The second tool announced is called Everyday Health Signals, a platform powered by AI that uses customers’ retail history to offer shopping recommendations for healthy eating and improved nutrition.
The initial rollout of the platform is limited to insurance and benefits companies, specifically those that manage Medicare Advantage plans. Customers covered under participating Medicare Advantage plans will be able to opt in to use the feature, allowing AI to guide them in purchasing foods appropriate for their medical needs and overall health.
Walmart framed the development as a first step in a broad initiative, suggesting it will offer similar services to older consumers covered by plans other than Medicare Advantage.
“By allowing customers the opportunity to make more informed choices with Walmart Everyday Health Signals, we’re creating the opportunity for widespread health impact,” Pravene Nath, MD, group director of consumer health and data solutions at Walmart, said in a statement. “We’re innovating with tech-enabled health solutions that equip customers with a better understanding of how small decisions in the grocery aisle can help improve their overall health.”
HealthExec has reached out to Walmart for more information about how customer shopping data is shared with health insurance companies and will update this story with any response received.
Chad is an award-winning writer and editor with over 15 years of experience working in media. He has a decade-long professional background in healthcare, working as a writer and in public relations.