Rexall Launches Health-Focused ‘Be Well’ Digital Rewards

The new app allows customers to access health services online while earning points.

Need to Know 

  • Popular Canadian pharmacy Rexall has launched a new wellness and rewards program and app called Be Well.
  • The new app allows customers to digitally track their health, manage and refill prescriptions, and access virtual consultations, all the while gaining rewards points.
  • As more and more Canadians access health services online, Rexall is committing to offering better tools, data, and rewards to loyal customers.


Rexall has announced the launch of Be Well, a new wellness-focused loyalty program and app. The program is designed to make it “easier and more rewarding” for customers to access their health services. 

After discovering that more and more Canadians are moving their health and wellness services online, Rexall, a popular Canadian pharmacy, introduced a new program that allows shoppers to access health services digitally. 

Be Well offers features such as the ability to track health metrics like heart rate and step count, access medication and vaccination history, and refill prescriptions. Rexall customers using the app can also earn and redeem points to receive discounts on health and wellness products. 

“Canadians have been clear – traditional loyalty programs are not meeting their evolving needs,” said Nicolas Caprio, president of Rexall. “They want more than simply rewards. We know that 1 in every 3 Canadians has missed or knowingly delayed a prescription refill because the process isn’t convenient. They want better tools, better data, and better ways to ultimately manage and improve their health and wellness. That’s exactly what we’re bringing to the table with the introduction of Be Well.”

Given the effects of the COVID-19 pandemic, it’s especially important for Canadians to be able to manage their healthcare needs easily, conveniently—and digitally. Rexall’s integration with tech startup Carebook to launch Be Well allows for an “all-in-one” digital pharmacy platform. 

Be Well also allows users to manage and refill prescriptions virtually by sending photos of their prescriptions, and provides access to virtual consultations with doctors. 

The launch of Be Well is the latest result of a clear investment by Rexall in digital innovation. Earlier this year, the popular pharmacy, in partnership with Canada Health Infoway, also launched access to PrescribeIT, a national e-prescribing service that “allows prescribers and pharmacists to electronically create, receive, renew and cancel prescriptions.”

“Wellness is a highly individualized journey, where one size absolutely does not fit all,” added Caprio. “Be Well is here to offer better value, greater benefits, and a path to better health compared to any other loyalty program currently on the market. Taking care of your well-being is now as rewarding as it should be.”

Rexall’s new rewards program is also available with a physical card for those who prefer an analog option.