How Walmart Is Remaking Itself as a Health and Wellness Destination
Notwithstanding the health care industry’s keen interest in Walmart and figuring out what its next move might be, most consumers still think of Walmart as a retail store, not a health and wellness destination.
Karissa Price, Walmart’s vice president of marketing, food, consumables, and health and wellness at the time of our reporting, sought to shift that perception, beginning with content marketing.
“Walmart was already the center of wellness and well-being for many communities that we serve,” Price says. “We just didn’t talk about it that way. We didn’t think about it that way. We didn’t organize it that way. And we certainly didn’t communicate it that way.”
That began to change when Walmart inked a deal with Private Health News (PHN) to offer PHN’s personalized health e-newsletters and content to Walmart customers. The question Walmart needed to answer, Price says, was, “How deep into this relationship around content do we have a right to play?” A successful pilot with PHN gave her the proof she needed, and Walmart plans to expand the program in 2022.
Walmart is very open to partnering with providers and payers in meaningful ways. “We have 150 million people who walk through our doors every week,” Price says. “So how do we use that access to drive better outcomes?”
Read the full story now to learn more about Walmart’s larger strategy around health and wellness:
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