Health insurance plans and drug copayment coupons
One of the more exciting marketing strategies of the last ten years has been the growth in the use of coupons. The idea is simple. A central marketing agency promotes the named businesses by offering discount vouchers. Go to this restaurant, eat a magnificent meal, and enjoy a discount of 50%. This is a great promotion for the restaurant and the statistics show the majority of people who come to try out the meals return and pay the full price later on. Now let the pharmaceutical industry play with this idea. Suppose the drug manufacturers were to offer coupons to their loyal customers, how would the marketing plan work? Well, for a moment, consider the problem of the generic market. When the patent runs out on a brand, others may copy the chemistry and sell a generic version of the drug for a significantly lower price. From the customer’s point of view, this is wonderful news. The same drug is available. It has been approved by the FDA as an exact match for the original branded drug. And it comes at a heavily discounted price. Not surprisingly, this knocks a big hole in the profits of the branded manufacturer, so this manufacturer will search for a way to keep the generic manufacturer out of the market.

