The former head of Amazon Prime is taking on a leading role in the company’s healthcare division.

Neil Lindsay, who served as Prime boss, has moved up to become senior vice president of health and brand within Amazon’s worldwide consumer business, according to his LinkedIn profile.

His new responsibilities will focus on overseeing Amazon’s online pharmacy, telehealth, and health diagnostics unit, but he will continue to head Amazon's global brand and marketing efforts as well reports CNBC.

Lindsay brings 11 years of experience in a number of divisions at Amazon, including leading the company’s key Prime subscription business and managing worldwide marketing. He also has helped grow the branding for Amazon devices such as the Kindle e-reader, and Fire and Echo Products. Prior to his time at Amazon, he served as chief marketing officer of Sprint prepaid brands from 2003 to 2010.

His appointment comes as the company expands its stake in the healthcare industry. Following its acquisition of PillPack in 2018, it launched Amazon Pharmacy just last year to make prescriptions easier to order online. Earlier this year, it expanded the pilot program of its telehealth service, Amazon Care, for all of its employees nationally and began offering it to other companies for their employees.

Additionally, the company is using its cloud computing service to manage vast amounts of data for healthcare companies, and has added new healthcare capabilities to its Alexa voice assistant, as well as introduced Halo, a health and fitness tracker.

The company previously shut down Haven, its joint venture with Berkshire Hathaway and JPMorgan Chase & Co., back in February. Started in 2018, the company oversaw healthcare for hundreds of thousands of U.S. employees at all three companies over the last three years. The decision stemmed from a desire among all three companies to pursue solo projects in the healthcare field.

“In the past three years, Haven explored a wide range of healthcare solutions, as well as piloted new ways to make primary care easier to access, insurance benefits simpler to understand and easier to use, and prescription drugs more affordable. Moving forward, Amazon, Berkshire Hathaway and JPMorgan Chase & Co. will leverage these insights and continue to collaborate informally to design programs tailored to address the specific needs of their own employee populations,” said Haven when announcing the closing.

Under the new structure, Amazon Pharmacy, Care, and Diagnostics businesses will be combined, and the company will focus on advancing the quality of care it provides and developing more customer-centric ways for patients to access healthcare services, products and medications they need, reports Healthcare IT News.

Loop Capital analysts estimate that with further expansion in healthcare, Amazon could grow its revenue by $72 billion, according to CNBC.

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