GoodRx is accelerating its digital transformation strategy with the launch of a new ecommerce experience designed to streamline how consumers access and pay for prescription medications at retail pharmacies.
The rollout begins with Midwest grocery chain Hy-Vee. It also reflects the company’s ongoing push to modernize the U.S. pharmacy experience.
The new online tool allows consumers using the GoodRx platform to:
- Search for medications
- Verify in-store inventory at participating pharmacies
- Confirm prescriptions on file
- Pay digitally in advance, which GoodRx anticipates creating a smoother pickup process
The platform also includes a pay-over-time option for eligible users.
“Interactions at the pharmacy counter are often full of friction for both consumers and pharmacy staff,” says CEO Wendy Barnes. “This innovation helps address those pain points by creating a more seamless, tech-driven experience.”
GoodRx accelerates its ecommerce growth
Hy-Vee is the first partner in the initiative. According to Angie Nelson, Hy-Vee’s senior vice president of pharmacy, the goal is to improve access and affordability while easing the operational burden on pharmacists.
The move expands upon GoodRx’s prior digital ventures, including last year’s launch of an ecommerce channel for Opill, the first FDA-approved over-the-counter birth control pill. The company has signaled plans to open the new platform to additional pharmacy and health care partners over time.
The ecommerce launch follows a period of organizational and financial momentum. In March, GoodRx appointed two senior executives: Aaron Crittenden as president of Rx Marketplace, and Scott Pope, PharmD, as chief pharmacy officer and head of clinical engagement. Crittenden, previously chief revenue officer, will oversee the performance and strategic direction of the company’s core marketplace. Meanwhile, Pope will lead partnerships with clinicians and pharmacy professionals, focusing on clinical engagement and innovation.
GoodRx announced these leadership changes just weeks after the company released its fourth quarter and full-year 2024 financial results, which showed revenue of $792.3 million — a 6% year-over-year increase. GoodRx posted a net income of $16.4 million, reversing an $8.9 million loss in 2023. The company exited 2024 with over 7 million users across its prescription offerings and $448.3 million in cash.
Looking to 2025, GoodRx expects revenue to grow to between $810 million and $840 million. The company says its long-term strategy centers on expanding its role in the health care ecosystem by deepening retail pharmacy partnerships, modernizing the prescription journey, and improving affordability for consumers.
“The prescription process in America remains deeply fragmented,” says chief financial officer Chris McGinnis. “Our strategy is to reduce that fragmentation and create a more connected, cost-effective experience that works for patients, providers, and pharmacies alike.”
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