Co-pay programs spur new offering

Share this article:
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.


Share this article:
close

Next Article in Features

Email Newsletters

More in Features

FDA and off-label uses: a balancing act

FDA and off-label uses: a balancing act

FDA's current re-examination of its off-label promotion policies in light of the First Amendment is a delicate balancing act between its rock-solid traditional enforcement posture and a diverse new electronic ...

Read the complete August 2014 Digital Edition

Read the complete August 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.