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Amazon's Radical Plan For Healthcare: A La Carte Pricing - Forbes   

When ordering a hamburger at a restaurant, you know how much it's going to cost before you start eating. When going to the doctor in the United States, it could be weeks or months before you know how much that office visit is going to set you back (not including any additional lab work, imaging or medication). The fragmented payment system - built on negotiations between doctors, insurers, employers and the federal government - means patients could be billed vastly different amounts for the same visit. "There's no such thing as a price," says Ezekiel Emanuel, an oncologist and co-director of the Health Transformation Institute at the University of Pennsylvania. "That's one of the fundamental issues in healthcare."

With Amazon Clinic, one of the world's biggest technology companies is looking to infuse the black box of healthcare pricing with some actual transparency. Login to the site and you'll see that a person who tests positive for Covid-19 in Wyoming can pay $35 for a message-based conversation with a doctor, who will respond within an hour and 45 minutes. Or $40 to get a response in 30 minutes. A video visit costs $74 with a wait time of around an hour and 30 minutes.

Amazon isn't directly providing the medical services. Instead, the tech giant has contracted with four different startups to provide message and video appointments for around 30 medical conditions. The result is a dynamic marketplace where customers can see pricing, wait times and the typical number of prescription refills upfront. "If you want the lower cost provider, you can choose that. If you are actually prioritizing the speed at which someone is getting back to you, you can prioritize that as well," Nworah Ayogu, chief medical officer and general manager of Amazon Clinic tells Forbes. "We think really being able to surface different options for different customers lets them choose what's important to them."

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