GoodRx has streamlined the online prescription purchase process, launching the experience with employee-owned Midwestern supermarket retailer Hy-Vee. When a customer searching for medications on GoodRx selects Hy-Vee as their preferred pharmacy, the system will check for medication inventory, validate the prescription and enable online payment prior to picking up the medication.
“Using this new online experience will help patients manage their costs more effectively and enhance the overall pharmacy experience for both patients and our pharmacy staff,” said Angie Nelson, SVP of Pharmacy at Hy-Vee in a statement.
Hy-Vee has been undergoing both a digital and physical transformation of its operations in recent months. In November 2024 Hy-Vee optimized its distribution and transportation network with solutions from Manhattan Associates.
In July 2024 Hy-Vee added digital shelf tags and post-purchase offer functionality to its RedMedia retail media network, and Hy-Vee adopted the Instacart Carrot Ads platform in March 2025, giving RedMedia access to Instacart’s ad technology and CPG ecosystem. This move followed the December 2024 partnership of RedMedia with in-store retail media solution Grocery TV.
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Recent Entry into Ecommerce for GoodRx
GoodRx had introduced its ecommerce solution in fall 2024 with a DTC shopping experience for Opill, the first over-the-counter birth control pill.
“Today’s interactions at the pharmacy counter are often fraught with friction points, both for pharmacists and consumers,” said Wendy Barnes, President and CEO of GoodRx in a statement. “We understand the need to develop innovative solutions that make it easier for people to get their medications, and are working with retailers and pharmaceutical manufacturers to modernize the online experience so we can help remove the strain on all sides.”
