Walmart’s new digital feature lets eligible consumers link their Medicare Advantage over-the-counter (OTC) benefit cards to their Walmart.com accounts or use the Walmart app while shopping in stores.
Once connected, they can instantly see which health and wellness items their plan covers and apply their allowance automatically at checkout.
When browsing or searching online, a “benefit program eligible” icon appears next to qualifying products like vitamins, first-aid supplies, and even certain grocery items.
Customers can also search only for eligible products, reducing confusion and helping them avoid missing out on valuable benefits.
Most seniors do not use these perks
Roughly two-thirds of Medicare Advantage members do not use their over-the-counter (OTC) benefits, according to Walmart. In many cases, that is because they do not know which items qualify.
The new system was designed to remove that barrier.
“We saw an opportunity to streamline the health benefits shopping journey, make it easier for customers to discover eligible items and offer convenient pickup and delivery options that fit their busy schedule,” said Ralph Clare, Walmart’s Senior Vice President of Health & Wellness Merchandising, in a company announcement.
How the integration works
The feature applies to online orders for home delivery as well as in-store pickup. It works through a partnership with NationsBenefits, a provider that manages supplemental benefits for many, but not all, Medicare Advantage plans, according to TheStreet.
Only enrollees with Medicare Advantage plans that are administered through NationsBenefits can currently use the integration. If a plan is not supported, the benefits will not sync with Walmart.com.
After logging in to Walmart.com, eligible users enter their benefit card information. Those shopping in-store can use the Walmart app to scan product barcodes and see if items are eligible under their plan.
This removes the need to memorize plan details or carry printed benefits catalogs while shopping.
Why this is especially helpful now
Seniors living on fixed incomes have been especially hard hit by inflation. For many, there is little room to earn extra money or cut back further.
Medicare Advantage plans often include OTC allowances. These benefits can cover everyday health items that otherwise come out of pocket.
Until now, many of these benefits have gone unused. Walmart’s integration could help change that.
Part of a bigger healthcare push
Walmart has been expanding its role in the healthcare space. In recent years, the retailer has opened in-store health clinics and promoted access to low-cost prescriptions.
This latest step positions Walmart as a more comprehensive health and wellness resource for older Americans. It also aligns with the shopping habits of Medicare enrollees, many of whom already turn to Walmart for affordable groceries and essentials.
By making it easier to use OTC benefits, Walmart is helping seniors save money on items they already need, at a time when every dollar matters.
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