I found this to be incredibly fishy. I kept getting calls from CVS saying I could have a dedicated nurse I could talk to about my health if I was having issues, etc. I chalked it up as CVS BS because seriously, **** CVS, but then they called my SPOUSE, who wasn't even on the same insurance plan at the time because we weren't married yet. I called BCBS pissed because the CVS recording kept saying they were calling on behalf of them. It is in fact a "benefit" of my insurance, but it's basically just a way to gather data on "how you're doing" instead of just what your doctor recommends.
They also somehow knew I had rheumatoid arthritis despite the fact that I've a) never told anyone at CVS that and b) have never once picked up a prescription for RA there. I think it's just another way to argue about covering treatments and such but maybe I'm being cynical.