Emergency services were called to the incident in Kidderminster Road at 12.40pm when a white Vauxhall combo was involved in a head-on collision with a grey Mitsubishi.
A West Mercia Police spokesman said: "The driver of the Vauxhall, a man in his 70s, was sadly pronounced dead at the scene. A woman passenger in the Vauxhall suffered an injury to her hand and a man driving the Mitsubishi suffered what are believed to be minor injuries."
A spokeswoman for West Midlands Ambulance Service said: "When emergency services arrived they found the driver, who had suffered a potential medical episode at the wheel prior to the collision, in cardiac arrest.
"Members of the public were already delivering excellent CPR to the man. Ambulance staff took over resuscitation efforts and continued advanced life support on the man. Sadly, despite their best efforts, nothing could be done to save the man and he was confirmed dead on scene."
Two ambulances, a community first responder, a paramedic officer and the Midlands Air Ambulance from Cosford with a MERIT trauma doctor on board attended the scene.
A woman from the same vehicle was treated on scene for a hand injury before being taken to Princess Royal Hospital for further treatment.
Anyone who witnessed the collision or the manner in which either vehicle was being driven in the moments leading up to the incident is asked to call police on 101, quoting incident 291s of 30 January.