Walmart Enhances Medicare Advantage Shopping Experience

The retail giant now helps seniors get the most out of their health plans—without the guesswork

Summary: Walmart has introduced a new digital feature across 4,605 stores to assist Medicare Advantage members in maximizing their over-the-counter (OTC) benefits. Through the Walmart app and website, users can now filter and identify health products eligible under their specific insurance plans. This innovation includes real-time benefit tracking and personalized guidance, aiming to simplify access to health-related items and encourage better utilization of available benefits.

For many seniors, shopping for over-the-counter (OTC) health items using their Medicare Advantage benefits feels like deciphering a secret code. What’s eligible? Which products are covered? Is that bottle of joint cream “approved” or not? Until now, the process has been a frustrating blend of trial, error, and long receipts.

But in a surprisingly user-centric move, Walmart has launched a new digital feature across all 4,605 of its U.S. stores designed to simplify this process. As of Spring 2025, Medicare Advantage members can now log into the Walmart app or website and filter eligible OTC health products based on their specific insurance plan.

According to Walmart’s official announcement, the feature enables real-time OTC balance tracking, product filtering by plan, and even personalized recommendations. Think of it as “OTC autopilot”—just scan, shop, and swipe.

Why This Matters

A 2023 report from the Kaiser Family Foundation (KFF) shows that 99% of Medicare Advantage plans offer some type of OTC benefit, typically $25 to $100 per quarter, but only about half of beneficiaries actually use it effectively. That’s a lot of unspent value.

The reasons are predictable: lack of clarity, poor awareness, and no standard system to help shoppers know what’s eligible. Walmart’s update doesn’t just make this easier—it could nudge usage higher and improve overall benefit satisfaction.

How It Works

Here’s what users get:

• A “Filter by Plan” feature in the Walmart app and website that displays only OTC-eligible items for your insurer

• A real-time balance meter showing how much you’ve used (and what’s left)

• A “You Might Also Need” section recommending items based on your previous purchases

Even better, this tool is powered by a partnership with health tech provider Zing Health, which specializes in integrating benefit data with retail APIs.

Expert POV

“This is a smart use of existing tech to remove real barriers to care,” said Leslie Small, a healthcare analyst with HealthTech Insights. “We know that seniors are more likely to manage chronic conditions when OTC products are accessible and easy to understand.”

And according to a 2024 Morning Consult survey, 61% of Medicare Advantage users said they’d use their OTC benefits more often if they could see eligible products while shopping.

A Growing Trend

Walmart isn’t alone in the retail-health fusion play. CVS Health and Walgreens have also rolled out similar interfaces for Medicare shoppers. And in the Medicare Advantage world, enhanced OTC experiences are quickly becoming table stakes.

This is part of a broader effort to align Medicare benefits with consumer-friendly design—a concept popularized by firms like Devoted Health and Clover Health, who use tech to make health choices less confusing.

Implications for the Future

This may be the beginning of a much larger shift. If health insurers can work more seamlessly with retailers, we may see better utilization of other benefits too—from vision and dental to food stipends and fitness memberships.

For now, Walmart’s new OTC tool serves as a reminder: sometimes healthcare innovation doesn’t require new drugs or devices—just better design.

Medical Disclaimer

The information provided in this article is for educational and informational purposes only and is not intended as medical advice. It should not be used to diagnose, treat, cure, or prevent any medical or mental health condition. Always seek the guidance of a qualified healthcare professional or licensed mental health provider with any questions you may have regarding a medical condition, diagnosis, or treatment. Never disregard professional medical advice or delay seeking it because of something you have read here.