Business Worlds

The use of coupons has become an important and exciting marketing strategy over the past decade. 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.

This is where the copayment coupons have come into play. The idea of copayments has been central to insurance policies for some years. This requires the patient to pay a proportion of the medical costs. It is actually self-insurance of that part of the costs. The justification advanced by insurance companies is that it reduces moral hazard, i.e. it is an encouragement to people only to seek treatment when it is genuinely necessary. Through the coupons, the manufacturers offer a form of subsidy to the patients if they copay for branded drugs. This makes the branded drugs more affordable and maintains more of their profit margin. Obviously, if the brands were losing too much of their market share, the manufacturers would have to reduce their prices to compete with the generics. In theory, the coupons represent a compromise. The patients pay less for the brand, but more than for the generic. The manufacturers give away a part of their profits, but less than through a price reduction to complete with the generic directly.

A class action has now been launched, which claims that the manufacturers have committed fraud through the use of these coupons. As it stands, the insurance companies pay the manufacturer a fixed price for every branded pill or tablet prescribed. The manufacturers and pharmacists have been forgetting to tell the insurers about the coupons. It is highly relevant that the patients have been paying less at the drugstore counters. Because there are no savings to the insurance companies in paying for the generics, the premium rates stay high. This makes cheap health insurance quotes even less likely to appear. In reality everyone is losing. Customers are still paying more than they should. Both individual and group health insurance plans cost more than they should. All this being purely for the benefit of the pharmaceutical industry. The class action describes these coupons as part of a bait and switch scam. In the event that the class action is successful, some consumers may be entitled to compensation and heavy damages could be awarded.