Most Seniors Are Not Aware Of Drug Coupons Despite Aggressive Promotional Push

The pharmaceutical industry has somehow been missing a big opportunity despite what has so far been characterized as an aggressive promotional push. For co-pay coupons to truly catch on with this population, drug makers will not only have to find new ways to education seniors, but also convince them that coupons are not a gimmicky substitute for a price cut.

According to a 1,000 patient survey conducted by National Coalition on Health Care, despite the proliferation of prescription drug coupons, a survey finds that most seniors have not heard of these promotional tools, they generally do not know others who have used a coupon and they are not aware of Medicare rules regarding their use. Moreover, a majority of seniors who have heard of coupons actually knew very little about them.

The lack of awareness suggests that drug makers still have to work harder to reach a key target audience, given that people who are 65 years and older, typically, take multiple prescription medications on an ongoing basis. While the public at large is increasingly exposed to drug coupons, the ability to reach seniors, some of whom are less frequently searching the Internet, remains challenging.

Yet fully 65 percent of the seniors had not heard about drug co-pay coupons. Of the 34 percent who had heard about them, 45 percent knew little or nothing; 30 percent said they knew something; only 16 percent indicated they knew a “fair amount,” and just 8 percent believed they knew “a lot.” In other words, drug coupons simply did not appear on the vast majority of senior radar screens.

Among those who were more likely to have heard of something called a "drug coupon", 39 percent were 65 to 69 years old, 38 percent were men and 38 percent were college graduates. The suggestion is, of course, that the youngest batch of seniors are more engaged in hunting for discounts and, possibly, searching the Internet, although co-pay coupons are also available in physician offices and through the mail.

Given that so few seniors were aware of the coupons, it is not surprising that 92 percent of those on a Medicare prescription plan had never used a coupon to save on a prescription drug. Remarkably, 42 percent of this group “hardly ever” used a co-pay coupon.

Meanwhile, 93 percent responded they had not heard anything about whether Medicare allows enrolled seniors to use such a coupon. Just 1 percent indicated they believed that Medicare allows seniors to use the coupons, while 3 percent heard that Medicare does not allow seniors to do so. Another 3 percent simply were unsure.

Although the pharmaceutical industry trade group, the Pharmaceutical Research & Manufacturers of America, has maintained that the use of co-pay coupons by Medicare Part D enrollees is prohibited, the Department of Health and Human Services has noted the coupons have never been ruled illegal by a court or administrative body, and the agency never prosecuted anyone for using coupons in the federal health programs.

The level of communication regarding drug coupons was not much higher than awareness, either. Just 4 percent indicated they had spoken with a physician or pharmacist about coupons and only 4 percent indicated they switched from a generic drug to a brand-name medication as a result of a co-pay coupon. And only 3 percent spoke proactively with a physician about co-pay coupons.

Rather than reach for a voucher or coupon, however, most seniors – 61 percent – believe drug makers should simply be required to lower prices, compared with 7 percent who favor the use of coupons or debit cards. And 64 percent believe that insurance companies and Medicare should receive an equal discount.

Of course, the survey was conducted several months ago, but the percentage of seniors with any level of awareness was so low that the findings suggest drug makers will have to find additional ways to alert a highly desirable customer base. More physicians may be favoring coupons in the belief that patient adherence can rise, but only 8 percent of seniors reported their doctor offered one.

Bottom line? The average visitor to this site saves $ The pharmaceutical industry has somehow been missing a big opportunity despite what has so far been characterized as an aggressive promotional push. For co-pay coupons to truly catch on with this population, drug makers will not only have to find new ways to education seniors, but also convince them that coupons are not a gimmicky substitute for a price cut.

According to a 1,000 patient survey conducted by National Coalition on Health Care, despite the proliferation of prescription drug coupons, a survey finds that most seniors have not heard of these promotional tools, they generally do not know others who have used a coupon and they are not aware of Medicare rules regarding their use. Moreover, a majority of seniors who have heard of coupons actually knew very little about them.

The lack of awareness suggests that drug makers still have to work harder to reach a key target audience, given that people who are 65 years and older, typically, take multiple prescription medications on an ongoing basis. While the public at large is increasingly exposed to drug coupons, the ability to reach seniors, some of whom are less frequently searching the Internet, remains challenging.

Yet fully 65 percent of the seniors had not heard about drug co-pay coupons. Of the 34 percent who had heard about them, 45 percent knew little or nothing; 30 percent said they knew something; only 16 percent indicated they knew a “fair amount,” and just 8 percent believed they knew “a lot.” In other words, drug coupons simply did not appear on the vast majority of senior radar screens.

Among those who were more likely to have heard of something called a "drug coupon", 39 percent were 65 to 69 years old, 38 percent were men and 38 percent were college graduates. The suggestion is, of course, that the youngest batch of seniors are more engaged in hunting for discounts and, possibly, searching the Internet, although co-pay coupons are also available in physician offices and through the mail.

Given that so few seniors were aware of the coupons, it is not surprising that 92 percent of those on a Medicare prescription plan had never used a coupon to save on a prescription drug. Remarkably, 42 percent of this group “hardly ever” used a co-pay coupon.

Meanwhile, 93 percent responded they had not heard anything about whether Medicare allows enrolled seniors to use such a coupon. Just 1 percent indicated they believed that Medicare allows seniors to use the coupons, while 3 percent heard that Medicare does not allow seniors to do so. Another 3 percent simply were unsure.

Although the pharmaceutical industry trade group, the Pharmaceutical Research & Manufacturers of America, has maintained that the use of co-pay coupons by Medicare Part D enrollees is prohibited, the Department of Health and Human Services has noted the coupons have never been ruled illegal by a court or administrative body, and the agency never prosecuted anyone for using coupons in the federal health programs.

The level of communication regarding drug coupons was not much higher than awareness, either. Just 4 percent indicated they had spoken with a physician or pharmacist about coupons and only 4 percent indicated they switched from a generic drug to a brand-name medication as a result of a co-pay coupon. And only 3 percent spoke proactively with a physician about co-pay coupons.

Rather than reach for a voucher or coupon, however, most seniors – 61 percent – believe drug makers should simply be required to lower prices, compared with 7 percent who favor the use of coupons or debit cards. And 64 percent believe that insurance companies and Medicare should receive an equal discount.

Of course, the survey was conducted several months ago, but the percentage of seniors with any level of awareness was so low that the findings suggest drug makers will have to find additional ways to alert a highly desirable customer base. More physicians may be favoring coupons in the belief that patient adherence can rise, but only 8 percent of seniors reported their doctor offered one.

Bottom line? The average visitor to this site saves $45 per month on their prescription bill. Tell your friends and relatives about drug coupons, especially if they are 65 or older because there is a good chance that they are not aware how much money they can save! 45 per month on their prescription bill. Tell your friends and relatives about drug coupons, especially if they are 65 or older because there is a good chance that they are not aware how much money they can save!