To fend off retail competitors, healthcare organizations (HCOs) must prioritize price transparency, cash options, and subscription models. Big Retail is digging into the healthcare market; Walmart plans to open 22 primary care locations by 2022. Forrester’s data shows that the value of retail healthcare for US online adults is mainly convenience and ease of access and use. However, reputation is important for US online adults with health insurance: 34% prioritize reputation when selecting a health insurer, per the Forrester Analytics Consumer Technographics® Healthcare Consumer Buyer Journey Survey, 2020. This report provides a snapshot of Forrester's data on US online adults' use of retail healthcare.