CVS Pharmacy Rolls Out Membership Program Nationwide After 3-City Pilot

CVS will be expanding its CarePass program nationally, available with either monthly or annual memberships. Benefits include free one- or two-day delivery on eligible prescriptions and other purchases, access to a 24/7 pharmacist helpline and a 20% discount on CVS Health Brand products such as over-the-counter medications, personal care items and vitamins and supplements.

Members also will receive a monthly $10 CarePass promotional reward that can be used for many in-store and online purchases. The amount will be added to the customer’s ExtraCare card at the beginning of each month. Other CarePass perks include a complimentary sports physical at members’ local MinuteClinic.

CVS previously tested the membership program in Boston, Philadelphia and Tampa, Fla. Results from the launch showed that CarePass appealed to a broad consumer audience, 20% of whom are Millennials. The enhanced customer experience has contributed to a 15% to 20% average increase in purchases after a member joins the program.


The program expansion comes at a time of increased competition in the healthcare industry, with nontraditional players like Amazon—which acquired online pharmacy start-up PillPack in June 2018—moving into the space.

“We are thrilled to expand CarePass nationally, bringing simplified value to our customer while making it easier for them to care for themselves and their families,” said Kevin Hourican, President of CVS Pharmacy and Executive VP of CVS Health in a statement. “Initial customer response has exceeded our expectations, with members utilizing the program’s full benefits and becoming more engaged across all of our digital offerings.”



Access The Media Kit


Access Our Editorial Calendar

If you are downloading this on behalf of a client, please provide the company name and website information below: