CVS thinks $50 is enough reward for giving up healthcare privacy

Since February, CVS Caremark has been pushing its pharmacists to enroll customers in a prescription-drug rewards program.

The benefit to customers is the opportunity to earn up to $50 a year in store credits that can be used to buy shampoo, toothpaste or other products.

The benefit to CVS is persuading pharmacy customers, through questionable means, to give up federal privacy safeguards for their medical information and permitting the company to share people's drug purchases with others.

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"It's very troubling," said Paul Stephens, director of policy and advocacy for the Privacy Rights Clearinghouse in San Diego.

"Your medical information is very sensitive," he said. "Pharmaceutical companies obviously would want to know what you're taking and get you to buy more expensive medicines."

Walgreens and Rite-Aid have their own rewards programs for prescription drugs. But officials at each company said they don't require customers to relinquish federal privacy protections.

CVS announced Feb. 4 that it was expanding its ExtraCare rewards program to include prescription drug purchases. The new program, ExtraCare Pharmacy & Health Rewards, allows customers to earn $5 worth of store credits for every 10 prescriptions filled, up to $50 a year.

"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," said Rob Price, senior vice president and chief marketing officer for CVS' drugstore operations.

"This new program expands the ExtraCare rewards customers love, encouraging our customers to more proactively manage their overall health."

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