CVS expands ExtraCare loyalty card program to reward customers for filling prescriptions

WOONSOCKET, R.I. — CVS Caremark has launched what it called the "latest evolution" of its ExtraCare loyalty card program.

The chain announced Monday the launch of the ExtraCare Pharmacy & Health Rewards program, which allows members to earn larger and more frequent rewards when filling prescriptions or making healthy decisions, as well as providing another choice for members and giving them the ability to opt-in to parts of the program most relevant to their needs and preferences.

Participants in the program earn $5 ExtraBucks Rewards for every 10 prescriptions filled, and the new program is intended to provide positive reinforcement to customers on an individual basis for refilling their prescriptions and remain adherent to prescribed therapies. They also get credit and earn rewards for things like getting immunizations and proactively managing their prescriptions with resources like text message alerts and email refill reminders.

"Pharmacy is the heart of our business, and we know how important it is to help our customers manage multiple prescriptions and adhere to their medication therapy," CVS/pharmacy SVP and chief marketing officer Rob Price said. "This new program expands the ExtraCare rewards customers love, encouraging our customers to more proactively manage their overall health. Additionally, by providing individual opt-in enrollment, we further customize ExtraCare to provide more personalized value to our customers."

Customers can sign up at any CVS/pharmacy store or on the company's website, and each person who joins can earn up to $50 Pharmacy & Health ExtraBucks Rewards per year.