CVS/pharmacy has expanded its ExtraCare customer loyalty program with rewards for healthy purchasing behavior.

CVS/pharmacy, ExtraCare, ExtraCare Pharmacy & Health Rewards, customer loyalty program, healthy purchasing behavior, prescriptions filled, Rob Price, ExtraBucks Rewards, medication therapy, CVS drug store

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CVS adds pharmacy-focused rewards to ExtraCare

February 4th, 2013

WOONSOCKET, R.I. – CVS/pharmacy has expanded its ExtraCare customer loyalty program with rewards for healthy purchasing behavior.

The drug chain said Monday that the new ExtraCare Pharmacy & Health Rewards program enhances ExtraCare so members get more ways to earn bigger, more frequent rewards when filling prescriptions or making other healthy decisions.

In addition, the free program gives the 70 million active ExtraCare members another choice, enabling them to opt-in to parts of the program that are most relevant to their needs and preferences, CVS noted.

Members of ExtraCare Pharmacy & Health Rewards earn $5 ExtraBucks Rewards for every 10 prescriptions filled. CVS said the design of the new program aims to provide positive reinforcement to customers for refilling their prescriptions as a way to encourage them to stick to their medication regimens.

ExtraCare Pharmacy & Health Rewards members, too, earn credit and rewards for other healthy behavior, such as getting immunizations or managing their prescriptions with resources like text message alerts or e-mail refill reminders through

"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," Rob Price, senior vice president and chief marketing officer for CVS/pharmacy, said in a statement. "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 for ExtraCare Pharmacy & Health Rewards at any CVS drug store or online at Current ExtraCare members must opt-in to this program to earn the new rewards but can keep using their same ExtraCare card.

Each person who joins can earn up to $50 Pharmacy & Health ExtraBucks Rewards annually. ExtraBucks Rewards for nonpharmacy purchases are still unlimited. Pharmacy & Health ExtraBucks Rewards can be used like other ExtraBucks Rewards on most items in the store.