Walmart is launching a new program aimed at helping elderly Americans get the most from their Medicare Advantage benefits. The company is teaming up with private insurers to simplify how seniors use their over-the-counter health credits when shopping. This move is expected to make it easier for seniors to find covered products and track their spending.
Medicare Advantage, a type of health plan for people over 65, is provided by private insurance companies. It includes an allowance for certain health-related products, but most people don’t use it. According to the Consumer Healthcare Products Association, about two-thirds of seniors on these plans miss out on their OTC benefits. Many don’t even know what items are eligible.
Walmart’s solution is to let Medicare Advantage users link their benefit cards to their online Walmart accounts. Once connected, they’ll be able to see which items qualify under their specific plan. These eligible items will be marked with a new icon labeled “benefit program eligible.” That label will show up on everything from vitamins to healthy foods like fruits and vegetables.
The goal is to encourage healthier choices and make the shopping process less confusing. “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 Walmart’s Ralph Clare.
This convenience extends to in-store shopping too. When seniors scan an item using the Walmart app, the same “benefit program eligible” icon will appear. That way, shoppers won’t need to guess or ask for help. Everything will be visible right on their phone.
Walmart is also adding a real-time tracker to users’ accounts. Seniors will be able to see exactly how much benefit money they have left to spend. The update makes it easy to shop for a mix of eligible products, healthy food, and general items—and even check out for same-day pickup or delivery.
As part of this broader health initiative, Walmart is introducing a new system for benefit providers. The new platform, called Walmart Everyday Health Signals, will connect insurers directly with Walmart. This integration lets insurers and Walmart share data to help guide healthier choices.
“AI-enabled guidance that empowers participating customers to make health-conscious choices,” is how Walmart describes the effort on its website. That means tailored recommendations for seniors based on their plans and spending habits.