FirstLine Medical Customer Service Representative Center Phone Number: 1-844-564-2198 OR for Health Products Benefit Call 1-800-933-2914 OR for OTC Essentials call: 1-844-564-2198

FirstLine Medical started in 2004 and that is the time they kicked off managing over-the-counter benefits.  Their 15+ years of experience has helped them in shaping the best experience for their members.  They are currently a part of the Optum Network which was established in 2011 when it became a part of UnitedHealth Group. 

They provide a selection of OTC Solutions that will give their members credits which they can use to personally purchase items like home medical products, over-the-counter (OTC) medications as well as personal care products. 

The selection of OTC solutions are as follows:
  • Health Products Card
  • Over-The-Counter Essentials
  • Health Products Benefit

NOTE: the new programs names are:

  • FirstLine Essentials
    • 250+ Products to Select From

    • Annual Catalog

    • Order by Mail, On Website or through the Mobile App
  • FirstLine Select
    • Offers  all of the above plus:
      • Annual Credit Expiration Option
      • Regular Member Updates
  • FirstLine Essentials+
    • Offers all of the above plus:
      • Expansive Retail Network
      • Program Card
      • App with In-Store Product Scanning
  • FirstLine Select+
    • Offers all of the above plus:
      • Multi-Wallet Capabilities
      • Grocery Benefit – shop for healthy food in-store and online using a Select+ card.

Some of the companies they work with are as follows:

  • United Healthcare
  • Western Health Advantage
  • Health New England
  • Harvard Pilgrim Healthcare
  • Aultcare’s Primetime Health Plan
  • Rocky Mountain Health Plans
  • Erickson Advantage
  • Providence Medicare Advantage Plans
  • Signature Advantage
  • Preferred Care Partners

Importance of using FirstLine Medical Services:

Need Medicare or Health Insurance?

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  • Your company’s branding will be placed in all of the sales materials and member communications sent.
  • Having a good Health Products Benefit establishes gratifying and reliable retention results for health plans that they are added onto.
  • Personal care products are CMS-compliant and has no cost to the members.
  • FirstLine will handle your credits and your communications to form a streamlined member experience.
  • Reporting and Metrics are available
  • FirstLine Medical will be supplying you with a vast array of products available for you.
  • Home delivery is more convenient as it will have no cost implication to the member.
  • FirstLine will manage all deliveries and supervise all customer service support call centers.
  • Different retailers have partnered with FirstLine to provide their members the choice to purchase their OTC products right in the store.
  • A catalog, an order form with a business reply envelope together with instructions on other ways to order, such as online and over the phone, will be sent directly to the members. 

Member Benefits:

  • Free (No Additional Costs) Over the Counter Products
  • Shipping and handling is included at no extra fees.
  • 3 Easy Ways to Order Health Products such as:
    • Acid reducer
    • Adhesive bandage / Band-Aid
    • Antihistamine
    • Athlete’s foot treatment
    • Blood Pressure monitor
    • Pain reliever
    • Allergy medicine
    • Cough, cold and flu-daytime and flu-nighttime
    • Digital Thermometer
    • Headache relief
    • Vitamins
    • Cough suppressant, lozenges
    • Oral Pain Relief Gel
    • Lip Balm
    • Migraine relief
    • Dry Mouth Spray
    • Nausea remedy
    • Pill Box
    • Sleep aid
    • Smoking cessation aid – Nicotine Lozenge / Gum / Patch
    • Sunscreen Relief
    • Toothpaste
    • Toothbrush
    • Walking Cane

FirstLine Medical is the supplier of all their OTC products. UnitedHealthcare Insurance Company manages FirstLine Medical through its affiliate OptumRx.

B.A.M. Recommendation: “Please visit the official company website directly to verify all benefit options and details. You may also visit the link(s) provided below for more information and verification.”

VISIT these links: OR OR OR

Manage Shop Firstline Benefits Account Login or Register Online

Current Members – Log On / Sign On:

New Members – Register / Enroll:

Remember to enter your First and Last Name, Member ID, State and Date of Birth exactly as it appears on your Health Plan Member Card.

  • Go to the following webpage:
  • Click on the button titled: Create Account (found under the “First time using the website?” title)
  • You should be redirected to this landing page: Registration Page
  • Enter Your Personal Information: Name, Member ID, Email Address, Security Question and Answers, Birthdate
  • You will also need to create a: Username & Password
  • Click on the button titled: NEXT
  • You should continue to fill out the registration form and submit all the required information to complete your online enrollment.

Activate Your Shop Firstline Benefits CARD Online

Card Activation:

  • Go to the following webpage:
  • Click on the link in the right hand area at the top of the page titled: Debit Card Activation
  • Provide the following:
    • Card Number
    • Expiration Date
    • Date of Birth
  • Click on the orange button titled: Activate My Card
  • NOTE: you have 15 minutes to submit your card information and complete the card activation before your session times out.

Check Your Shop FirstLine Benefits CARD BALANCE Online

Card Balance:

  • Go to the following webpage:
  • Provide the following:
    • Member ID
    • Last Name
    • Date of Birth
  • Click on the blue button titled: Check Balance


2021-Over-the-Counter-Catalog-Medicare-Advantage-Plans-compressed NOTE: this 2021 Over the Counter Catalog is a sample and is geared for UnitedHealthcare members with the OTC Essentials plan / Essentials+ Over-the-Counter (OTC) Catalog

Tips When Using Your Credits:

  • Only plan members may use products.
  • Only products from the catalog are covered.
  • Orders must total more than your allowance.
  • Shipping and handling is included at no extra cost.
  • Unused credits cannot be redeemed for cash.
  • Unused credits will NOT carry forward to next period or quarter.
  • If your item is not in stock, an item of similar or greater value may be substituted in your order. 

Return Policy: Due to the personal nature of the products, no returns or exchanges are allowed. If you get a damaged item, you will need to call FirstLine Medical within 30 days of your order. The phone number is provided at the begging of this article.

 Download the Shop FirstLine Benefits App

Apple / Android:

  • Go to the following webpage:
  • Choose one of the following apps available for download that is compatible with your device or select one below.

You will be prompted to create an account after you open the app. If you can not create a new account then it is possible your health insurance plan doesn’t include a FirstLine Benefits program. If you believe this is a mistake, reach out their customer support team at: or contact your insurance company by calling the phone number located on the back of your member ID.