It’s a new era of direct-to-consumer medicine.
The latest: Backed by $32M in funding, former PillPack founders TJ Parker and Elliot Cohen launched General Medicine — a digital storefront for non-emergency care.
Seamless. Removing friction, General Medicine lets users shop for services, compare prices, and check out online while handling referrals, insurance, and care coordination.
From labs and imaging to prescriptions and virtual visits, the platform offers same-day access, upfront pricing, and no subscriptions.
Take two. After selling PillPack to Amazon for , Parker and Cohen saw how simplifying healthcare infrastructure can unlock scale. Rebuilding the system around the consumer—not the clinic—their new playbook aligns with a shakeup of the care journey.
Trust issues. With institutional trust fading, consumers are opting out. Half of young adults believe “doing your own research” rivals medical expertise. More than 75% feel confident managing their health independently. And many now turn to influencers and online communities over credentialed professionals.
Decentralized. Fleeing traditional care, people are looking to preventative alternatives. Startups are merging wearables, lab tests, and full-body scans in personal health operating systems — unifying medical records, diagnostics, and treatment plans for greater agency.
Punchline: As healthcare becomes more personalized and proactive, General Medicine is betting the next generation of care will be led by the user, not the system.
