Far from impersonal, , where physicians conduct face-to-face online chats with patients, or use instant messaging, is as effective as in-person visits. In fact, one study showed remote treatment improved doctor-patient communication because a physician can spend less time with administrative duties, has an electronic medical record on hand and can share information in real time with the patient.

With Rite Aid's face-to-face consultations over the Internet, customers can see and speak directly to doctors who are able to discuss symptoms, provide guidance, diagnose and prescribe certain medications. Customers can also interact with OptumHealth nurses, who are able to offer basic health care education, information on common acute issues and assistance in identifying appropriate provider options for care.

A customer record is automatically captured at the end of each interaction and is available for immediate sharing with the person's primary care provider. That helps maintain continuity of care.

The technology for the online consultation services is provided by American Well, a supplier of telehealth software.

Customers can also access the site anytime, allowing them to get care if they can't visit a doctor's office or need help when their local Rite Aid is closed.