Tonny Huang

In a retail pharmacy, between the food and beverage aisles and the prescription drugs, consumers can find two kinds of health products: over-the-counter medicines and nutraceuticals. These two products could not be any more different from each other when it comes to their market landscape, the degree of innovation happening and the implications for retail pharmacies.

In recent years, the health care industry in the U.S. has accelerated its shift from fee-for-service toward value-based care (VBC) models, focused on holistic, long-term outcomes for patients and lower costs for the system. This shift was spearheaded by the Centers for Medicare and Medicaid (CMS) through legislation enacted between 2008 and 2019, notably by the 2010 Affordable Care Act.