In order for health systems to “not be commoditized fully,” they need to collect data to know their patients’ behaviors better and build stronger relationships with them, argued Sara Vaezy, Providence’s chief strategy and digital officer. Consumer brands like Amazon have been doing this for years so they can deliver personalized experiences to their users, and it’s time hospitals take a page out of their playbook, she said.

The company initially piloted CarePass in the Boston Area and said the program was able to drive a 15 to 20 percent increase in customer purchases while also appealing to a wider array of customers.