• PillPack founders TJ Parker and Elliot Cohen, along with Ashwin Muralidharan, have launched General Medicine, an online healthcare marketplace.
  • The platform connects users to providers, prescriptions, and labs through an interface designed to simplify the notoriously complex U.S. healthcare system.
  • After quietly launching earlier this year, General Medicine is now live and aims to fix what it calls “the terrible experience of American healthcare.”

Seven years after selling PillPack to Amazon for around $750 million, founders TJ Parker and Elliot Cohen are back with a new healthcare startup—General Medicine—launched alongside former Amazon health exec Ashwin Muralidharan.

Unveiled on May 22, General Medicine is a digital healthcare marketplace that aims to make access to medical care “as easy as shopping online.” The platform connects users with medical professionals or helps them assess their health needs based on symptoms. Services span from filling prescriptions to booking specialist consultations.

Users can pay using cash or through most major health insurance providers. General Medicine draws on a hybrid network model that includes its own medical teams, third-party clinics, labs, and specialist networks.

The team behind the platform is no stranger to disrupting healthcare. Their previous venture, PillPack, helped transform online pharmacy services before it was acquired by Amazon in 2018. Parker and Cohen left Amazon in 2022, and General Medicine quietly began operating in early 2025 before its broader rollout this month.

The company’s stated mission is to solve “the terrible experience of American healthcare” by building a streamlined, tech-powered interface for patients. It’s a goal that mirrors Amazon’s own ambitions in the healthcare space, where it continues to operate Amazon Pharmacy and One Medical, even after pulling back from other initiatives like telehealth and fitness wearables.

With General Medicine, the founders are now betting that their experience and tech-first approach can do what even Amazon has struggled to accomplish—make U.S. healthcare user-friendly.

Edited by Harshajit Sarmah