Coupons for co-pays are fast becoming a standard part of the brand marketer’s toolkit, due to proven positive ROI. It’s projected that by 2017, coupons will be associated with 30% of all U.S. prescriptions.
In addition to the impact on market share, advocates of “couponing” tout the benefits of making medications more affordable to patients, enabling them to receive and adhere to the most effective drug, not the cheapest.
However, the tidal wave of coupons is meeting increasing resistance from payers, who argue that when patients request non-preferred brands, healthcare costs simply rise in other areas, leaving the patient no better off
With strong opinions on both sides, what are the facts today, and how will the situation continue to unfold?
Generic Defence Strategies: Targeting Patient Co-Pay report gathers current perspectives from experts, to present the latest evidence on both sides of the debate. This timely FirstWord Dossier report presents recent pharma case studies, and provides a detailed review of current distribution practices, showing the successes, and challenges, of coupon programmes.
After bringing you up to speed with the latest coupon trends, this comprehensive report provides details of many ways that payers are fighting back against the practice. How can Pharma respond to this changing environment and turn a challenge into an opportunity? For future predictions and practical advice, look no further than this essential report.
Key Report Features
Who Would Benefit From This Report?
This report will be of value to senior pharma directors and managers with responsibilities in the following areas:
This report will also benefit managed care professionals, pharmacy benefit managers, state and national legislators and health policy researchers.
Key Questions Answered
“Coupons and vouchers provide an important benefit to patients by defraying the cost of out-of-pocket payments, breaking down barriers to access and encouraging better medication adherence.” – Karl Uhlendorf, vice president, Pharmaceutical Research and Manufacturers of America (PhRMA)
“We do not subscribe to the theory that the use of coupons encourages patients to use more expensive drugs,” he said. “We do believe that pharmaceutical companies use coupons to increase adherence, which is in the best interest of everyone to do so.” – Todd Brown MHP, RPh, executive director, Massachusetts Independent Pharmacists Association
“They do not reduce the cost of the drug itself and lead to increased drug costs for most employers. This cost shift ultimately adds to the overall cost of health care, which we all pay for.” – Walt Cherniak, spokesperson for Aetna
Table of Contents
for Generic Defence Strategies: Targeting Patient Co-Pay
3.Co-payment coupons: Numerous goals
3.1 Case study
3 2 Coupons common, growing
4.High redemption rate
4.1. Coupons affect consumer perception
4.2. PhRMA: Coupons increase adherence
3.1. Coupon programmes target manufacturers
3.2. Coupons banned in federal programmes, and Massachusetts
3.3. Opposing Massachusetts ban
3.4.Health plan and PBM reaction: Higher costs, safety concerns
3.5. Hidden from PBM/health plan sight
3.6. PCMA report: billion in excess costs
4.Payers fight back
4.1. Consumer advocates push back
4.2.Looking to the future
4.3. FDA to study issue
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This report is published by FirstWord Pharma
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