Debunking the top patient copay program myths: #5
Having the lowest offer amounts (amounts (face value) on my copay offer is one of the best ways to get HCP’s to prescribe my drug
Answer: Surveys have shown HCP’s pay little attention to the actual face values advertised by manufacturer’s brands. Doctors only care if your drug is affordable for the majority of their patients. Once your rep leaves their office. will they know you have a patient support copay program? Probably… Will they recall what your specific offer is? Most likely not…
How will they know if your copay offer is lacking vs. your competition? They won’t, at least not initially. If they had the time to compare offers among competitors in a drug class, would they be able to differentiate which one is better for each patient? Very unlikely.?
How will they know if your copay offer isn’t sufficient to meet their patient’s needs? They’ll hear that answer directly from their patient’s. What they hear won’t be that the $10 face value offer wasn’t low enough, it’s that they didn’t wind up paying $10, but far more. While many brands focus on getting a low or no face value on their offers, few realize its actually the max payout caps you assign to your program that causes the patients complaints.
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Get the cap correct and everything else should fall quietly into place. Nothing annoys a patient more than thinking they are paying $5 but actually paying 10X more. They look at it as false advertising or a bait and switch. The fact you are trying to help them gets lost in the translation of your offer. They see Pay $5 and nothing more They don’t see the “pay as little as” $5 as untrained brains work quickly and may miss important words. ?????
The net/net is your physicians will not initially choose one drug over another based on the published “advertised” face value an offer. They will most likely will not pay attention to it until they hear complaints coming from their patients on how costly the drug was for them. ?
Another important fact: Raising your face value $5 gives you a lot more $$ to restructure your offer and add to your maximum cap amount. This is because every patient claim likely gets that extra $5. It gives you more money to add to your cap. Here it will only be used by the patients with the poorest coverage. It’s like being Robin Hood and taking from the “rich” (those with a low OOP amount, and giving to the “poor” those with bad plans and high OOP amounts. ??????????