Health insurance customers and employees alike are turning to Dr. Google for self-diagnosis in response to rising healthcare costs and the need for convenient access. Employers and health insurers must guide employees and members to the best care setting to reduce unnecessary ER and urgent care visits. Health insurers and employers must partner with self-triage vendors to provide this guidance and address capability gaps in their virtual care strategies. Amazon recognized this need — and market opportunity — and acquired Health Navigator; self-triage support is a must-have for health insurers and employers to compete.