Kroger is testing a strategic shift for its in-store clinics and moving into primary care for seniors.
This month, its Kroger Health unit transitioned eight of The Little Clinic sites in Atlanta to focus on seniors, in addition to their regular services.
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If the change proves successful, Kroger wants to expand it to other existing locations and potentially new markets, said Jim Kirby, Kroger Health's chief commercial officer.
"We want to make sure that we've got the model right, and that we're seeing the outcomes from the patients that we expect," he said. "We want them to have that relationship with us, [so] that we can go deep with them, and we can do the best job we can to quarterback their care."
Kroger is one of several retailers expanding into primary care focused on the growing senior population. Walgreens' VillageMD is an expanding primary care provider, with many of its clinics co-located with Walgreens stores and pharmacies. CVS in May acquired primary care provider Oak Street Health in a $10.6 billion deal and has its own plans for growth.
Kroger launched The Little Clinic in Kentucky in 2003 to promptly treat minor illnesses and injuries, similar to urgent care. It operates more than 225 clinics in its stores across nine states. Up to 60% of people who visit The Little Clinic don't have a primary care provider, Kirby said.
The eight Atlanta clinics, most of which are in medically underserved areas, will take a more proactive, value-based approach to patient care. They will offer annual physical exams, nutrition counseling and medication review, among other services. Seniors will have longer appointments, and the goal is to set patients up for routine visits.
The clinics will continue to serve patients of all ages who need immediate care. They are staffed by nurse practitioners trained for primary care. Kroger plans to hire rotating physicians to see patients with more complex conditions.
"[We] already owned [the] clinics, so we thought, 'Can we do something more with them?'" Kirby said. "We don't have a lot of seniors that visit the clinics today, so I think that's a huge opportunity."
Kroger is partnering with Better Health Group for administrative support.
