From Google to Amazon and Apple to Microsoft, some of the biggest names in tech are making big bets on healthcare. While the industry is notoriously complex, the prospect of fixing America’s flawed healthcare system is precisely what these tech giants are seeking out. After all, becoming a company whose name is synonymous with helping solve a problem this big and important is an opportunity too lucrative to ignore. 

That’s especially true of Amazon, who has amassed more than 100M Prime subscribers and has shown an ability to play the long game, making bets with low or no short-term return. Now, Amazon’s healthcare ambitions are becoming more clear. 

In 2018 alone, Amazon joined JPMorgan Chase and Berkshire Hathaway for a secret healthcare project, spent $1B to acquire PillPack, announced a machine learning service that mines patient medical records, and began selling medical supplies via an app where doctors prescribe through Amazon links. 

All of these developments point toward the game-changing potential of Prime Health — a would-be (maybe could-be) service that offers medical and health services similar to Amazon Prime. It’s a move impactful enough that, if enacted, would “scare the shit out of everybody”. At least that’s how NYU professor Scott Galloway referenced it in a recent episode of Pivot Podcast.

Galloway went on to speculate about Amazon’s healthcare pursuits by pointing out that they will know all the indicators of whether a person is in good or poor health: they’ll know a consumer’s body mass index based on clothing size, they’ll know how healthy an individual’s diet is, what pharmaceuticals they’re taking, and if they’re wealthy. 

Armed with that information, Amazon could begin to ensure the healthiest, most actuarially appealing households in America with a simple Alexa prompt: “Hi Prime member, would you be interested in exploring ways to cut your healthcare costs in half with Prime plus insurance?” 

Game changed.

Content is King → 

Delivery system aside—whether it’s audio or video, accessed via app or connected equipment—content is the buzziest word in fitness. While we tend to focus on Peloton-like competitors who manufacture at-home equipment or obsess over the yet-to-be-realized wearables revolution, there’s an insane amount of fitness content being created and consumed.

Consider some of the recent headlines: Aaptiv is going global, Peloton opened a new production studio to create yoga and meditation content, Peerfit partnered with FORTË to offer streaming classes, CITYROW and Rumble entered the at-home space, Technogym is launching a new platform for live and on-demand workouts, SoulCycle created a media and events division, and Life Fitness partnered with Studio to offer audio-based run coaching on their treadmills. That’s saying nothing of the infinite amount of fitness content on platforms like YouTube and Instagram.

Assuming the content boom continues, it will be interesting to see 1.) which companies will reign supreme, 2.) who can offer the highest-quality content at the lowest cost, and 3.) if anything will actually make the general population healthier.