• by Les Luchter , July 19, 2023

Would you believe $39.99 a year for unlimited telehealth visits and no-cost prescriptions for more than 100 generic drugs?

That’s the amazing deal as the word “supplement” takes on a new meaning for GNC, the mass retailer of nutritional supplements, with this week’s launch of GNC Health, described as a “free supplemental healthcare service.”

Technically, GNC Health is “free” if you pay $39.99 to join GNC’s Pro Access loyalty program, whose other perks include 10% cashback rewards on every purchase, a free bar or drink every month, and expedited shipping. GNC says it’s all a $400 value -- but did not provide any details on how the company is managing the economics of the program internally.

GNC’s entrance into the prescription drug and telehealth businesses makes it the latest in an increasingly long line of so-called retail health disruptors that also includes Kroger, Dollar General, Best Buy, Walmart and Amazon. The latter has its own discount prescription drug business and also spent $3.9 billion to acquire One Medical for telehealth and other doctor visits.

“GNC has evolved from a single location health food store, to become a national retailer, and committed to providing best-in-class products and services,” Jenna  O’Connor, GNC’s senior director, loyalty marketing, told Marketing Daily. “Our transformation to a health and wellness platform is a result of smart and strategic pivots that have allowed GNC to make investments in solutions such as GNC Health that complement our core business."

In another example of this business transformation, GNC last month announced a partnership with Zipline to deliver products to customers’ homes by drone, starting this summer in Salt Lake City.

Prescription drugs from GNC Health will be delivered to consumers’ homes the traditional way, but O’Connor notes, “if an individual does need an urgent care medication right away, it can be picked up at over 70,000 participating retail pharmacies for no cost.”

Drugs offered include “40 generic versions of most urgent care medications and 70+ generic personal health medications across lifestyle, dermatology, mental health, sports performance, anti-aging and sexual health care,” GNC said.

The GNC Health website tells prospective GNC Pro Access members that licensed medical professionals “will provide easy to schedule acute virtual primary care, urgent care and more." Concerns that can be treated virtually, GNC says, include “ acne, allergies, bronchitis, body aches, coughs, dehydration, diarrhea, earache, fever, flu, gout, hives, itchy eyes, nausea, pink eye, sinus infection, sore throat, UTIs, and vomiting to name a few.”

The telehealth visits are being handled by ReviveHealth, whose own plans for individuals start at $17 a month.

GNC Health was a result of GNC research that found  “beyond supplementation, our customers want whole health support,” says O’Connor.

In May, for example, GNC launched an in-app tracking feature called GNC Routines “that allows customers to set and achieve daily health goals and earn cash back rewards for doing so.”

O’Connor says that "with the rise in health care costs, GNC saw the need to round out our health and wellness offerings. Currently, there are no direct competitors offering such a unique service and value to customers, with convenient healthcare and no hidden fees.”

Indeed, GNC’s major competitor in the retail vitamins/supplements space, Vitamin Shoppe, has yet to join the parade into the mainstream healthcare space.