A hospital may not sound like the most obvious place to launch a loyalty card, but that's exactly what bosses at the West Mid have done.
However, patients won't be collecting points for their next hip operation or kidney transplant.
Instead, the initiative will reward customers at dozens of high street shops by making a donation on their behalf towards facilities at the hospital in Twickenham Road, Isleworth.
More than 100 stores, including Debenhams, Boots and B&Q, have already signed up to the Hospital Gift Loyalty Card scheme.
Staff, patients and members of the public can pick up a card from the hospital and start earning points as soon as they have registered online.
Jane Brennan, West Mid's head of corporate affairs, said: "We are very excited about this new and easy way for people to give to the hospital. The donations people earn simply by shopping will help raise important funds to improve care for patients."
¥ For more information about the scheme, visit www.hospitalgift.co.uk or collect your card from any reception desk at the hospital.