Massive insurers like Aetna and UnitedHealth are starting to pay for products from direct-to-consumer brands like Warby Parker and SmileDirectClub.
the first time the company's had in-network coverage. The course of treatment will now cost some UnitedHealth members less than $1,000.We got a new eyeglass prescription for $40 at Warby Parker without stepping foot in a doctor's office. Here's what it was like.
Tom Wiffler, the CEO of UnitedHealthcare Specialty Benefits, said the company's been striking deals with companies like Warby Parker and SmileDirectClub because customers want their products. Jerry Dioguardi, the president of Aetna's dental business, said he's been spending a lot of time thinking about how the insurance business is becoming less about making deals with other businesses and more about making the case to consumers that the insurance is valuable. Covering services like SmileDirectClub helps in that transition.
For other companies looking to get reimbursement from insurers, Warby Parker cofounder and co-CEO Dave Gilboa passed along some advice: But when it comes to SmileDirectClub, working with the startup means going along with the company's approach to orthodontic care, in which dentists and orthodontists play a smaller role. For instance, the initial kit that takes a mold of your teeth can be done at home rather than through a trip to an office.
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