Walking through the aisles of a Panamanian supermarket, shoppers can now grab milk, bread, and a medical consultation all in one trip. Supermarkets Xtra, a major retail chain in Panama, has launched a health assistance program called Plan Xtra Salud that places telemedicine booths inside two of its locations. The move makes Xtra the first grocery retailer in the region to embed primary healthcare services directly within its stores.
The timing of this initiative reflects a pressing national reality. According to a survey commissioned by IQVIA, Out-of-pocket health expenditure in Panama accounts for roughly 37 percent of total household health spending. Meanwhile, Panama chronic disease prevalence remains high, with obesity affecting 71.6 percent of the population and hypertension impacting 20 percent. These numbers paint a picture of a country where many families struggle to afford consistent medical care.
How the Health Plan Works
Plan Xtra Salud offers three tiers of membership: Digital, Basic, and Plus. Prices start at $1.50 per month. Subscribers gain access to a suite of services including round-the-clock digital medical consultations, in-store telemedicine kiosks, preventive care packages, and discounts at clinics, laboratories, and specialist offices. The program is available exclusively to customers enrolled in the chain’s Full Xtra loyalty program, with options for both individual and family coverage.
The telemedicine booths, manufactured by Holadoc, are currently operating at two locations: Super Xtra Monterrico and Super Xtra Las Acacias. Inside these private cabins, patients can conduct video consultations with licensed physicians, have their vital signs measured, discuss symptoms, review lab results, and receive prescriptions or referrals for in-person follow-up care when necessary. The company says the entire process is designed to be quick, secure, and confidential.
‘With Plan Xtra Salud we are demonstrating that access to quality medical assistance can indeed be within everyone’s reach. By integrating technology and leveraging our national presence, we ensure that prevention and timely family health care is as easy and accessible as doing grocery shopping’ [Translated from Spanish]
Indira D’Oyen, director of Corporate Affairs at Supermarkets Xtra, made those remarks during the launch event at the Monterrico location. The company developed the program in partnership with SEMM, a local health services provider, and Holadoc, a telemedicine platform operator.
A Growing Trend in Regional Healthcare
This hybrid retail-health model taps into a broader shift across Latin America. Telemedicine in Latin America has expanded rapidly in recent years, driven by smartphone penetration, internet access improvements, and lingering concerns about crowded waiting rooms. What makes Xtra’s approach distinctive is the physical integration of medical kiosks inside a grocery store, a space traditionally associated with food shopping rather than healthcare delivery.
Mauricio Cyjon, CEO of SEMM, framed the project as part of a larger mission. “At SEMM we reaffirm our commitment to bringing medical care closer to more people through Xtra Salud, an innovative project that facilitates access to primary health services for more Panamanians,” he said.
Idan Yelinek, CEO of Holadoc, emphasized the technological dimension. “Xtra Salud brings 24/7 medical access into people’s daily lives and demonstrates how technology can break down barriers of time, distance, and cost,” Yelinek stated.
Customers can sign up for the program at supermarket checkout counters starting immediately. Digital enrollment through the Mi App Xtra mobile application and the SuperXtra.com website will become available on July 18. Detailed plan information is posted on the company’s dedicated health portal.
Preventive Care as a Business Strategy
For Supermarkets Xtra, the health initiative represents more than a corporate social responsibility project. It positions the chain as a player in the preventive healthcare space, a sector with growing consumer demand. By embedding medical assistance into the shopping experience, the company creates a new touchpoint with customers while addressing a structural gap in the country’s healthcare system.
Panama’s public health infrastructure faces capacity constraints, and private care remains expensive for many families. The 37 percent out-of-pocket spending figure highlights how household budgets are stretched thin by medical costs. Xtra’s model attempts to lower the entry barrier by offering affordable monthly subscriptions and making consultations available in familiar, convenient locations.
The chain has not announced expansion plans for the telemedicine booths beyond the initial two locations, but the digital component of the plan allows subscribers anywhere in the country to access physicians via smartphone or computer. This hybrid approach, combining physical kiosks with mobile access, could serve as a template for other retailers in the region watching Xtra’s experiment closely.
Industry observers note that the grocery retail sector across Latin America has been exploring value-added services to differentiate brands and build customer loyalty. Xtra’s move into healthcare represents one of the most ambitious examples of this trend to date, blurring the line between where people shop and where they seek care.