Seven years after selling their revolutionary online pharmacy PillPack to Amazon for approximately $750 million, co-founders TJ Parker and Elliot Cohen are back with an ambitious new venture that promises to transform how Americans access healthcare. Their latest creation, General Medicine, officially launched in May 2025 with $32 million in funding, aiming to make medical care “as easy as shopping online.”
The healthcare marketplace startup represents a significant evolution from its pharmacy roots, addressing the broader frustrations of the American healthcare system. Joined by former Amazon Health executive Ashwin Muralidharan as CEO, the founding team brings deep expertise from their previous success in disrupting traditional healthcare delivery models. Parker now serves as a general partner at Matrix Partners, which led the funding round, while Cohen takes on the role of executive chair.
General Medicine operates as a comprehensive digital healthcare platform that combines telehealth services, medical navigation, and an online marketplace into a single, user-friendly interface. The platform addresses a critical gap in healthcare accessibility, where average wait times for new patient appointments reach 26 days, and 80% of rural Americans live in medically underserved communities. Unlike traditional healthcare platforms that focus on narrow service offerings, General Medicine tackles the full spectrum of health conditions, from routine prescriptions to complex specialist consultations.
The startup’s innovative approach leverages advanced technology called MedicineOS, which orchestrates seamless communication between providers while maintaining world-class quality standards. This technology stack mirrors the success of PillPack’s PharmacyOS, which previously transformed prescription delivery by overcoming insurance and healthcare system complexities. The platform’s comprehensive nature sets it apart from competitors like Amazon Clinic and One Medical by offering broader, more integrated healthcare experiences.
Revolutionary Healthcare Marketplace Model
General Medicine functions as a true healthcare marketplace where users can either directly access specific care services or engage in open-ended health consultations to determine their needs. The platform streamlines the healthcare journey by allowing patients to upload insurance details, complete health surveys, and immediately access various services, including X-rays, lab tests, and specialist appointments.
The startup’s pricing transparency addresses one of healthcare’s most frustrating challenges by providing upfront costs for both insurance and cash payments. Their sophisticated system interprets complex insurance policies using machine learning models that can “read” insurance plans like experienced billing specialists, eliminating surprise medical bills.
Comprehensive Care Coordination
What distinguishes General Medicine from traditional telehealth platforms is its comprehensive care coordination approach. The platform connects patients with in-house doctors who accept major insurers, including United Healthcare, Blue Cross Blue Shield, Aetna, and Medicare. When patients require specialized care, the platform’s logistics team coordinates scheduling for labs, imaging, procedures, pharmacy services, and in-person visits.
Dr. Pallabi Sanyal-Dey, General Medicine’s Medical Director, explains that the platform delivers “the best aspects of inpatient care” in an outpatient setting, providing coordinated tests, expert consultations, and efficient diagnoses that typically deliver answers in hours rather than weeks.
Market Impact and Future Growth
The company has already demonstrated remarkable results, with patient success stories highlighting reduced wait times from year-long processes to six-week resolutions. General Medicine plans to use its funding to increase capacity and expand its marketplace of “shoppable” healthcare services.
The startup’s launch represents a significant challenge to existing healthcare delivery models, potentially competing with Amazon’s One Medical while offering a more consumer-friendly approach to healthcare access. As the healthcare technology continues evolving, General Medicine positions itself as a comprehensive solution to America’s healthcare accessibility crisis.