Pharma’s increased investment in co-pay card programs has led research firm TargetRx to launch a product offering more insight into their adoption and use.
The new product couples the firm’s attitudinal and prescribing databases with a physician-segmentation tool to “hone in on and predict which types of physicians marketers should focus on and which messages should be emphasized,” as well as enable marketers to adjust their programs during implementation, according to a statement.
As an adherence tool, co-pay card programs are becoming more common amid the rise of competition among branded drugs and pharma’s decreased DTC spending.
“By understanding which physicians are most motivated to recommend co-pay cards to patients, we can help make sure these programs are successful, and even more importantly, ensure that these incentives are making it into the hands of the patients who need it most,” said Craig Scott, TargetRx CEO.
From the January 04, 2010 Issue of MM+M - Medical Marketing and Media
