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Generic Defence Strategies: Targeting Patient Co-Pay

February 2012 | 41 pages | ID: G4E6F258404EN

US$ 695.00

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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?

Report Overview

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
  • Recent trends and key drivers in the growth of co-pay coupons
  • Goals of coupon programmes
  • Recent Pharma case studies, presenting specific tactics and results
  • Industry data on coupon response rates and overall ROI
  • Effects of couponing on consumer perceptions and behaviour
  • Coupon distribution channels and restrictions
  • Health plan and pharmacy benefit manager (PBM) reactions
  • Latest data on the impact of coupons on healthcare costs
  • Ways that payers are fighting back against coupons
  • Future predictions, insights, and recommendations

Who Would Benefit From This Report?

This report will be of value to senior pharma directors and managers with responsibilities in the following areas:
  • Marketing, brand and sales management
  • Patient adherence
  • Pricing and reimbursement
  • Consumer marketing solutions
  • Advertising and promotion
  • Business development
  • CRM and relationship marketing
  • Multi-channel marketing
  • Strategic brand planning solutions
  • Forecasting and marketing professionals

This report will also benefit managed care professionals, pharmacy benefit managers, state and national legislators and health policy researchers.

Key Questions Answered
  • Why are drug companies using coupon programmes?
  • How effective are co-pay coupons in growing market share?
  • Who is issuing coupons, and how are they reaching consumers?
  • What restrictions are there on coupon distribution, for example, in Massachusetts?
  • Why and how are payers and consumer advocacy groups pushing back on coupons?
  • What new limitations can be expected from the FDA?
  • How can Pharma and Managed Care work together to distribute coupons that meet the needs of patients and reduce costs?

Key Benefits
  • Get up to speed with the pharma industry’s current coupon practices
  • Through recent case studies, assess the effectiveness of coupon programmes
  • Understand distribution channels and challenges
  • Gain insight into why Managed Care, PBMs, and consumer groups are increasingly pushing back on coupons
  • Find out how formulary restrictions and other tactics are making coupons less effective
  • Receive recommendations for ways that co-pay coupon programmes can be adapted to be effective in the future

Key quotes

“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

Expert Views
  • Lori McLaughlin, corporate spokesperson, WellPoint, Inc
  • Walt Cherniak, spokesperson, Aetna
  • Brian Rosman, research director, HCFA
  • Helen Sherman, PharmD, chief pharmacy officer, RegenceRx
  • Alyssa Vangeli, policy analyst, HCFA
  • Charles K. Brown, vice president of marketing, NCH Marketing Services
  • Matthew Perri, PhD., professor of clinical and administrative pharmacy, University of Georgia College of Pharmacy
  • Marv Shepherd, Ph.D., director of the Center for Pharmacoeconomic Studies, University of Texas, Austin
  • Todd Brown MHP, RPh, executive director, Massachusetts Independent Pharmacists Association
  • Charles Coté, assistant vice president, strategic communications, Pharmaceutical Care Management Association



Case study
Coupons common, growing


Coupons affect consumer perception
PhRMA: Coupons increase adherence


Coupon programmes target manufacturers
Coupons banned in federal programmes, and Massachusetts
Opposing Massachusetts ban


Hidden from PBM/health plan sight
PCMA report: $32 billion in excess costs


Consumer advocates push back


FDA to study issue


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