Back to how Amazon/BH/Chase could approach this, and just spitballing here, no real numbers, just pie-in-the-sky thinking from a guy whose only experience with American healthcare is on the consumer end (get the ideas out and let the bean counters figure out how to do it later seems to be the model these guys are going with right now anyway):
If you’re Amazon/Jeff Bezos, your goal is for Amazon to become the dominant marketplace for the world. You’ve already revolutionized the book market, now you’re well on your way to dominating retail in general-- but there’s still room for growth. If your target audience is the middle class, then what you need to do is:
- make sure they have as much disposable income as possible,
- that everyone in the middle class stays in the middle class,
- that those at the lower end of the middle class and below can get a little more disposable income,
- people in the middle class use you for their shopping more than anyplace else and
- those in the middle class stay alive for as long as possible.
What’s the biggest thing standing in the way of becoming the dominant marketplace for the world if you want to hit those five targets? America’s crappy healthcare system. So creating something that revolutionizes American healthcare isn’t just some left-wing feel-goodery, it could make good business sense.
If people, even people with decent employer healthcare, are paying more for their healthcare these days-- through premiums, deductibles, co-pays, co-insurance, etc., that’s money they’re not spending with Amazon. And those with average or below average insurance are really forking over some cash on a regular basis, or they’re worried they’ll lose whatever nestegg they have should someone get really sick; their disposable income is very limited as well.
So what if Amazon (with the help of Buffet and Chase) could offer an affordable healthcare option (let’s call it Amazon Health Services) whose primary focus is:
- Keeping their customer base alive as long as possible,
- Making sure the middle class on down has as much disposable income as possible, and
- Giving them a huge incentive to spend their money buying things on Amazon (or investing through B-H or utilizing the services of Chase Bank)?
Here’s what Amazon Health Services does: They own the means of care (pharma, doctors offices, hospitals, technology, etc), they develop a way to provide diagnosis and care as efficiently and cheaply as possible (video, AI, clinics, etc), have negotiating power, eliminate waste and middlemen and everything else that bloats costs, and they offer it to the public at a price where Amazon Health Services simply breaks even, no profits.
So now you remove the ordering of unnecessary tests and services that doctors sometimes do to make money, and you take out the denial of services that insurance companies do to save money, you remove the overhead costs and whatever else inflates healthcare costs, and, as a healthcare service provider, they just do what simply needs to be done to keep people (Amazon customers) alive, healthy, sufficiently funded and indebted to Amazon for their health and lives.
Scenario 1: The Loman family, two middle-aged parents pretty much living paycheck to paycheck with pretty crappy insurance (high deductibles, insane out-of-pocket maximum), two teenage kids, all varying degrees of being overweight. Mom is on the verge of a stroke or heart attack because her cholesterol is high, but she doesn’t know it because lab work costs money that they just don’t have. Dad is obese and diabetic and has trouble breathing at night. Kids are both pre-diabetic and are constantly getting sick, which eats into the family’s savings. Mom ends up dying of heart attack in a year, but not before racking up a shit-ton of medical bills from her heart attack, that now overwhelm a single dad. Absolutely no disposable income for things like Amazon.
Scenario 1, with Amazon Health Services: The Lomans pay into the service plan, and all get full physicals and necessary lab tests and medication to get and stay healthy. The wellness program rewards the family with their 150-pound collective weight loss in the first year and drop in cholesterol and triglycerides. Their wellness reward comes in the form of a free year of Amazon Prime PLUS a hundred or so dollars in Amazon Reward Dollars. Now suddenly, they have an incentive to actually shop on Amazon, some disposable income of their own, a mom who isn’t dead prematurely, and no crippling medical bills as a result of the mom’s heart attack. That new TV doesn’t seem so far-fetched, and with Amazon credits and free shipping, they sure as heck ain’t buying it at Best Buy. You can now expect them to spend somewhere between $100-$300/year on Amazon in the next five years.
Scenario 2: The Krenic family. Young couple with a baby. Relatively healthy, both in their late 20s. Very middle class, but their insurance plan has very high deductibles and out of pocket costs. They have a fair amount of disposable income. Right now they spend about $300/year on Amazon. However, the husband has been experiencing testicular pain for several months. He doesn’t go to the doctor because of the high co-pay/deductibles, not to mention the hassle of dealing with insurance in our current system. He has testicular cancer, but isn’t caught until late. Thousands are spent fighting it, but he ends up dying anyway. Now a single mom has to find a job, pay for childcare, and deal with the medical debt accrued by her husband’s disease. At this point it could be projected she’ll now spend about $30-$50/year on Amazon over the next five years-- a fraction of the previous $300/year.
Scenario 2, with Amazon Health Services: Same as above, but with consistent no- (or low-) cost doctor visits, the testicular cancer is caught in time, treated for no (or low) cost, and the husband doesn’t die. Without the loss of her husband’s income, the medical bills, not to mention the fact that Amazon essentially helped them beat her husband’s cancer for little to no cost to them, they have a great amount of gratitude and loyalty to this company and more disposable income. With less money being spent on healthcare costs, plus some Amazon Rewards to boot, they can now expect to spend $500-$600/year on Amazon purchases over the next five years.
So essentially, the Amazon Health Services business model of 1) Keeping people healthy and alive, 2) With as much disposable income as possible, and 3) Tying their healthcare services with their Amazon account, they have the potential of increasing spending on Amazon immensely. It could also be set up in a way to attract young, healthy Millenials. Now I have no idea if this is financially possible, or what the price tag would look like, or if it’s just all nonsense, but if I’m Jeff Bezos, I’d be hiring the best bean counters in the world to figure it out.