UnitedHealthcare, Peloton Expand Partnership

UnitedHealthcare has expanded its partnership with fitness platform Peloton, part of a broader move to position itself as a hub for all things health-related as consumers increasingly opt for a mix of in-person and digital channels to access care and wellness tools.

Under the renewed and updated agreement, as many as 10 million commercial members of the nation’s largest health insurer will be eligible for a year-long subscription to the Peloton App — or a three-month waiver toward a Peloton All-Access Membership — at no added cost, the company said in a Wednesday (Sept. 21) news release.

Eligible members in most states will also get receive preferred pricing on select Peloton-connected fitness products, such as the Peloton Bike, Bike+ and Tread.

“Our initial offer with Peloton is proving effective in helping encourage many of our members to get or stay active, with the goal of supporting their mental, physical and emotional health,” said Dr. Rhonda Randall, chief medical officer for UnitedHealthcare’s commercial business. “This expanded collaboration will help even more people maximize the value of their health benefits while pursuing their fitness goals.”

See also: UnitedHealth’s $13B Change Acquisition Marks Shift to Connected Healthcare

The announcement comes soon after news that a federal judge had cleared the way for UnitedHealth Group’s $13 billion purchase of Change Healthcare.

Change Healthcare employs information and analytics to improve the delivery of care and the overall payment processes. The company says website that, among other things, those analytics can help “automate provider contracts to help reduce costs and improve efficiency.”

Both the Peloton deal and the Change Healthcare acquisition illustrate a trend that is rapidly becoming a fixture in the connected economy. “Omnichannel Healthcare Takes Center Stage,” a collaboration between PYMNTS and CareCredit, found that roughly half of the consumers surveyed used a range of channels to get the care they need.

Learn more: How to Catch the Next Wave of Digital Transformation

And as PYMNTS’ Karen Webster wrote Monday, healthcare is a fertile ground for digital engagement, as patients and doctors are challenged in different ways to make the physical experience of seeing a doctor an important extension of digital-first interactions.

In many markets, emerging economies included, telemedicine is the difference between having no access and having a digital lifeline to doctors. The challenge for innovators is one of basic infrastructure — connectivity — and the logistics needed to get medicine to consumers in those remote areas.