Skip to main content

Drug store giant tests Prime-like membership program

CVS Pharmacy is making a defensive move as Amazon pushes onto its turf.

The drug store retailer announced it has launched a pilot membership rewards program, called CarePass, in the Greater Boston area. An addition to CVS’ existing ExtraCare rewards program, the new program offers in-store and online perks, including free delivery on most medications and purchases, access to a 24/7 pharmacist hot line, and 20% off all CVS Health branded items.

Similar to Amazon Prime, the new CVS program comes with a membership fee. CVS is charging CarePass members $5 a month, or $48 a year. Participants also receive a monthly $10 CarePass promotional reward that can be used towards nearly all purchases in-store and online.

Customers can enroll in the program at more than 350 participating CVS Pharmacy locations throughout Greater Boston or online. Eligible customers must have an active CVS ExtraCare Rewards loyalty card to participate.

CVS is complementing the new program with more than 20 pop-up events that will feature branded trucks and cars across the area, including at Boston’s Government Center and select CVS Pharmacy locations.

"We are committed to designing and testing innovative programs that meet our customers' health needs whenever, wherever and however they want," says Kevin Hourican, executive VP, CVS Health and president, CVS Pharmacy. "The CarePass pilot program in Boston offers our customers an additional level of benefits and services that make it easy to save time, save money and receive access to on-demand pharmacy care."

This is CVS’ newest move to drive customer loyalty, especially as Amazon continues to steadily expand into the health-care and pharmaceutical business. Most recently, the online giant announced it is acquiring PillPack, an online pharmacy that offers pre-sorted doses of medications and home delivery.

To further expand its own reach in the marketplace, CVS Health (CVS Pharmacy’s parent company) is acquiring health insurer Aetna. The $69 billion deal is expected to close in the early part of the fourth quarter of 2018.
This ad will auto-close in 10 seconds