Earth-shattering is one way to describe what it felt like to be someone watching the healthcare industry when Amazon came out with their announcement that they were looking into the possibility of getting licenses to sell pharmaceuticals over the Internet. This was a big deal because it meant that one of the most popular companies in the world might be able to start selling a product that so many of us need in a way that works for many of us.
The news was not as exciting for companies that already operated in this arena before Amazon dipped their toes in it. That is to say that CVS, Wal-Greens, and others were less than thrilled by the idea of having to share the space that used to be their domain with another company.
Drew Madden was watching this all along to see what kind of moves each character in this play would make. He saw CVS making moves that are very defensive in nature to keep its stake in healthcare. They see the trouble from Amazon coming, and they are prepared to handle it in any way that they can.
The move that CVS made that was perhaps the most effective at all for them was to purchase healthcare insurance company Aetna. They wanted to do this in order to make sure that they can consolidate their ability to keep customers in their pipeline from the point when they purchase insurance all the way through until they are using that insurance.
Amazon has continued to make moves to get farther and farther into the healthcare space. They have made a lot of noise about possibly doing this, but at the same time they have pulled back at times to farther examine the situation and figure out what is going to be the best for them as a company. They realize that it is possible that this might be one particular industry that they just might need to avoid.
No matter how you look at it, this is going to be an incredible journey and at the end of the day the battle between CVS and Amazon could produce a much different healthcare landscape than we have today.