August 17, 2026

How to Implement Healthy Benefits and OTC Solutions to Grow Your Business

Senior man holding a pack of toilet paper, buying groceries at checkout counter in a supermarket, interacting with cashier
  • Grocery Software

Implementing OTC solutions begins with planning, evaluating a grocer’s current IT environment, and building a team with the expertise in these systems. Grocers will also need to select a Healthy Benefits or OTC payment processor, execute agreements, and arrange for system testing. With the growing demand to use these payments, grocers can see a quick return on investment (ROI).

One rapidly growing trend in the grocery industry is accepting Healthy Benefits and over-the-counter (OTC) benefits cards. OTC solutions that integrate with grocery store software allow customers to use their cards to purchase over-the-counter medicines, supplies, and healthy foods at the checkout counter. And the right OTC solution makes those transactions quick and customer-friendly.

Healthy Benefits and OTC Solutions, Explained

Health insurance providers issue Healthy Benefits cards and OTC cards to incentivize better health and well-being. They allow participants in programs such as Medicare Advantage to access funds to pay for a variety of eligible products, including nutritious food items, non-prescription medications, vitamins, supplements, and first-aid supplies. Funds that consumers access with their Healthy Benefits and OTC grocery cards can be life-changing for consumers and a robust source of revenue for grocers. BioSpace reports that the OTC market that totaled $135.25 billion in 2025, is on track to grow to $256.87 billion by 2035, a 6.62% compound annual growth rate (CAGR). More consumers prioritizing their health, greater ability to search for information online, and new regulations are driving this growth. 

However, accepting this form of payment can present challenges for grocers of all sizes, but particularly for independent grocers and stores in rural areas. The cards may look like regular credit or debit cards, but they require different processing that can include verifying that items meet eligibility requirements.

Your Guide to Implementing OTC Solutions

This step-by-step guide will help plan seamless integrations of OTC solutions, meet the growing consumer demand to use these cards, and ensure you aren’t leaving money on the table.

1. Evaluate Your Current POS and IT Environment

Begin by assessing your store’s current IT systems and processes: Catalog existing hardware and software to determine compatibility with OTC processing requirements. Working with a knowledgeable and experienced technology partner can streamline this process. Identify any gaps in your point of sale (POS), store management, and payment technology that you need to address before you can accept OTC payments. Then, form a dedicated project team, includingIT personnel, managers, and front-line staff to oversee the implementation. 

Next, create a project timeline. Deadlines should be realistic for you and your solution provider partners. Also, take your store calendar into account so critical steps in deployment or go-live don’t fall during peak traffic seasons for your store. Ensure your timeline includes all the steps in implementation, including system testing, staff training, and potential contingencies.

2. Position Your OTC Implementation Project for Success

One of the first tasks your project team will need to complete is making sure your current IT hardware meets the requirements of your POS software integrated with Healthy Benefits or OTC solutions. This may involve upgrading POS terminals or devices and enhancing network capabilities. 

Engage with your provider to understand installation procedures, support services, and maintenance protocols. Working with one of the provider’s validated partners will ensure you have resources with the knowledge and expertise necessary to configure your system for the best performance. A trusted partner will not only be familiar with your system and the unique needs of your business but also with the essential elements of this special type of processing. The provider’s validated partner can also help you develop a comprehensive training program for your staff so that they can build their confidence and use the system correctly.

3. Select an OTC Payment Processor

The National Grocers Association points out that choosing the right processor is vital for the seamless operation of your OTC grocery card solution. You have several integration options, from integrating with the health plans, payment processors that support OTC and Healthy Benefits, your POS solutions, or an approved product list. You can also choose to integrate via a gateway, developing an individual or semi-integration, or using separate terminals. Your solution provider’s validated partner can walk you through the pros and cons of each option to help you make the best decision for your business.

4. Submit Applications to Accept OTC Cards in Advance

When you have decided on the processor you will use for payments that customers make via OTC solutions, act promptly to avoid delays in taking your solution live. Your application to process payments with OTC and Healthy Benefits cards requires:

  • Regulatory Compliance: Your provider and processing partner will need time to ensure your new system complies with local and federal regulations, including data protection and transaction security standards.
  • Vendor Agreements: Your project team will need time to execute contracts that detail service level agreements and support terms.
  • Testing Protocols: Once the processor you choose accepts your application, you will need adequate time before go-live to test your system and address any issues that your project team and OTC solutions provider partner uncover.

Discover the Benefits of Implementing an OTC Grocery Card Solution

By accepting Healthy Benefits card payments, you’ll tap into an additional revenue stream that will help you grow your business. You’ll also be providing your customers, especially low-income families and seniors on fixed incomes, with vital access to better nutrition and wellness. With a little advance prep and implementation of the right OTC software solution, your grocery store can enhance operations, increase customer loyalty, and drive higher revenue.

Ready to reap all the rewards of OTC solutions? Click here to set up your personalized demo!

Featured Articles

Related Articles

All articles
All articles