Retail pharmacy (CVS Pharmacy)

Pharmacy benefits manager (Caremark)

Health insurer (Aetna)

Health services (MinuteClinic, HealthHUB, home health, specialty care)

Prescription dispensing

Medication counseling and pharmacist clinical services

Immunizations and preventive services

Specialty pharmacy and complex therapies (often via integrated channels)

MinuteClinic

HealthHUB concept (where available)

Formulary management and utilization management

Mail order pharmacy and home delivery

Employer and payer client services

Employer-sponsored plans

Medicare Advantage and Part D (where offered)

Individual and family plans (market-dependent)

Value-based care initiatives and member support programs

Over-the-counter (OTC) medicines

Personal care and beauty

Health devices (blood pressure monitors, glucose meters)

Seasonal items and convenience goods

CVS-owned brands (private label)

CVS app and online pharmacy

Telehealth/virtual care access (via partners or internal offerings, market-dependent)

Same-day delivery and curbside pickup (market-dependent)

Cross-journey design linking pharmacy, clinic, insurance, and PBM services

Ability to coordinate care and manage total cost of care (B2B and B2C)

Pharmacist credibility and regulated standards as value components

Proximity locations, extended hours, quick transactions

Multiple fulfillment options (in-store, delivery, mail order)

Medication reminders and adherence programs

Targeted wellness recommendations (within privacy constraints)

De-emphasizing products inconsistent with healthcare mission (e.g., tobacco removal historically)

Chronic care support: screenings + counseling + refills + coaching

Post-acute support: home delivery + pharmacist check-ins (program-dependent)

ExtraCare benefits and personalized offers

Paid membership (where offered) for enhanced discounts/benefits

Higher margin alternatives with comparable efficacy claims (OTC)

Clear quality assurance messaging to reduce perceived risk

Appointment scheduling, walk-in options, and transparent service descriptions

Standardized care pathways in clinics

Prescription management UX improvements

Delivery speed and reliability enhancements

Expanded clinic capabilities (market and regulation-dependent)

Partnerships with providers for coordinated care

Preventive care, wellness, diagnostics, home testing (where offered)

Families, seniors, chronic disease patients, caregivers

Medicare, employer groups, individual members

Employers, brokers, health systems, government clients

Public health partners, schools, nonprofits

Preventive care, access, affordability, trust

Nearby locations, extended hours, digital tools, delivery

Coupons, loyalty rewards, private label value proposition

Pharmacist expertise, evidence-based care pathways, vaccination leadership

TV and radio for broad awareness (brand and seasonal campaigns)

Out-of-home near stores (billboards, transit ads)

Print (local circulars, community publications)

Search marketing for intent-based queries (e.g., “flu shot near me”)

Display and retargeting for reminders and service awareness

App install and re-engagement campaigns

Utilizing in-store and digital placements to promote health categories

Partner-funded promotions for CPG and OTC brands (co-op marketing)

Personalized coupons and rewards

Points/credits for purchases and prescriptions (program rules vary)

Weekly deals, BOGO offers, seasonal markdowns

Targeted discounts for OTC and wellness categories

Vaccination reminders with promotional framing (e.g., “no-cost with insurance” where true)

Bundled offers (e.g., wellness item discounts with clinic visit—where allowed)

Co-funded OTC promotions

Adherence incentives (plan-sponsored, compliance-based)

Vaccination campaigns and community health initiatives

Partnerships with local health departments

Health equity initiatives, community investment, workforce development

Research publications, policy engagement, executive visibility

Handling sensitive issues (drug pricing debates, PBM scrutiny, privacy concerns)

Relationship-driven enterprise sales to employers and government entities

RFP responses emphasizing cost management and clinical programs

Broker relationships and enrollment support

Employer benefits consulting and account management

Collaborations with health systems and physician groups for referrals and care coordination

Refill reminders, pickup readiness, adherence nudges

Personalized wellness offers based on purchase history (privacy-compliant)

Benefits explanations, preventive care reminders, program invitations

Neighborhood campaigns for new store services or clinic openings

Seasonal health displays (cold/flu, allergy, diabetes care)

Pharmacist prompts for vaccines and medication reviews

Follow-up care recommendations and OTC add-on guidance

Health tips, seasonal reminders, community stories

Wellness creators for targeted demographics (where brand-safe)

Clinic and pharmacy location ratings management

On-site vaccination clinics, health screenings

Health education campaigns and resource fairs

Telehealth, diagnostics, and provider collaborations for broader reach

Claims substantiation, HIPAA/privacy constraints, fair balance where applicable

Clear disclosure of insurance coverage conditions

Avoiding exploitation of vulnerable populations; culturally competent messaging

Foot traffic, basket size, prescription volume, refill rates

Appointments, repeat visits, vaccination rates

App active users, conversion rates, cost per acquisition, retention

Member growth, redemption rates, incremental revenue lift

Awareness, trust scores, NPS, sentiment analysis