A system and method are described whereby a health care organization (HCO) cooperates with a financial organization by promoting enrollment and use of a financial product or service that includes terms having incentives related to health care expenditures. In one embodiment, the financial product or service is a credit card program including incentives related to health care expenses. The HCO identifies and selects a group of consumers suitable to receive promotional information related to the credit card program. Preferably, the credit card program is associated with the HCO via a co-branding arrangement. The HCO obtains revenue from the financial organization based on consumer's use of the credit card and, optionally, based on new enrollments. Although a consumer can use the credit card to pay for any product or service, the incentives are applied when the card is used in connection with products or services related to health care.