General Medicine aims to centralize online healthcare services
Backed by $32 million in funding, General Medicine introduces a digital platform that lets users search, book, and consult for care—all in one place.
Aino Lehtinen 
Years after selling PillPack to Amazon in a $1 billion deal, entrepreneurs TJ Parker and Elliot Cohen are back with a new venture. This time, they’re working with former Amazon executive Ashwin Muralidharan to reshape how people access healthcare services online.
The trio co-founded General Medicine, a virtual platform designed to serve as a one-stop destination for a wide range of healthcare needs. Officially launched today, the company has secured $32 million in initial funding led by Matrix Partners, with participation from BoxGroup, Founder Collective, VXI Capital, and JSL Health Capital.
Merging telehealth, diagnostics, and medical navigation
According to the founders, General Medicine combines three critical healthcare elements: virtual consultations, diagnostic coordination, and service discovery. New users begin by uploading their insurance details and answering a brief medical intake survey. Depending on their needs, they can search for specific services—like blood tests or X-rays—as easily as shopping for a product online.
The platform then displays service options near the user, along with transparent pricing for both cash and insured payments. Appointments can be scheduled directly through the site. While some bookings are fully automated, others are handled manually behind the scenes by General Medicine staff. The company has also built integrations that allow lab results to be displayed within the user's account.
In-house doctors and insurance partnerships
For patients needing professional guidance, the platform connects them with General Medicine’s own physicians. These providers are in-network with major insurers, including United Healthcare, Aetna, Blue Cross Blue Shield, and Medicare. They handle everything from consultations to referrals for specialized care.
Describing the setup, Ashwin Muralidharan emphasized the extensive work done to make external services feel seamlessly integrated, even when back-end connections are manual. The company’s goal is to offer a consistent, easy-to-navigate experience regardless of a patient's location or insurance status.
Business model and future plans
General Medicine generates revenue by billing insurance for virtual consultations and charging small service fees for coordinating diagnostics and managing digital health records.
Looking ahead, TJ Parker suggested the platform may collaborate with major AI-based consumer services to help users transition from searching for health information via chatbots to booking real appointments.
Navigating a crowded field with a wider scope
While other telehealth and digital care platforms exist, Elliot Cohen explained that few offer the breadth of services under one roof without being tied to specific insurers. He pointed out that current healthcare systems often leave patients to coordinate multiple services on their own.
Though comparisons to Amazon Clinic or the now-defunct Amazon Care are inevitable, the founders note key distinctions. For instance, General Medicine accepts insurance and helps users find and book local specialists—features that similar services may lack.
In essence, the founders see their venture as a more complete entry point for patients navigating non-emergency healthcare, one that brings together convenience, clarity, and choice.
