Prime Therapeutics LLC is launching a new kind of shopping experience for members of participating Blue Cross Blue Shield plans called MedsYourWay, and its first offering includes a home delivery option through Amazon Pharmacy.

Through the Amazon Pharmacy partnership, MedsYourWay gives consumers “simplified sign-up, real-time medication price displays and an integrated MedsYourWay prescription discount card administered by Inside Rx1,” according to a press release.

“The first interaction is often the toughest when you are going into these digital experiences,” Mark Renze, vice president of strategic partnerships with Prime Therapeutics, tells AIS Health, a division of MMIT. Prime Therapeutics is aiming to change that through the Amazon Pharmacy partnership, which offers consumers a familiar shopping experience paired with Amazon’s delivery guarantee.

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