Albertsons has introduced the Sincerely Health platform, built in collaboration with healthcare providers, insurance and technology companies and using insights gathered from more than 10,000 customers and associates. The platform is accessible on the websites and apps of 16 of the supermarket giant’s banners, including Albertsons, Shaw’s, Safeway, Vons, Jewel-Osco, Acme and Tom Thumb.
The user experience begins with a brief questionnaire designed to measure a customer’s health score across seven dimensions of well-being. Scores are calculated using actuarial science and consider factors such as age, gender, nutrition, lifestyle choices and mental health.
Sincerely Health offers an online pharmacy experience, including tools for managing prescriptions, scheduling vaccine appointments and connecting users with general practitioners via telehealth services. Users also can link activity trackers such as Apple Health, Fitbit and Google Fit as well as log their vitals and medication regimen. Customers can then set small, achievable goals to improve their health score, track their progress and get actionable insights and rewards for achieving their objectives.
Customers joining from their preferred banner’s app will receive an initial incentive of up to $25 off a future grocery purchase, and users taking additional actions, such as setting a health goal or responding to a recommendation, can earn additional points.
“As a grocery and pharmacy retailer committed to the health and wellness of our communities, we are empowering customers to have a connected and personalized view of their health across food, nutrition, activity, mental well-being and pharmacy services, enabling them to make more informed choices,” said Omer Gajial, Chief Digital Officer and EVP Health at Albertsons Cos. in a statement.
Multiple retailers have been accelerating their move into the “medtail” space, including:
- CVS just acquired Oak Street Health for $10.6 billion to deepen its commitment to offering primary care services;
- In November 2022, Walgreens subsidiary VillageMD purchased Summit Health-CityMD for $8.9 billion;
- Walmart’s latest move into healthcare was the launch of its Walmart Healthcare Research Institute in October 2022;
- Dollar General made four new appointments to its healthcare panel in August 2022; and
- Amazon purchased One Medical for $3.9 billion in July 2022.