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Case Study #6: Paper-based Rx Brand Coupons Taking Effect
U.S. Patent Published, International Patents Pending MyMediatones Inc, Friendcoup.com, RxCoup.com 2014 ©
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Pfizer’s Use of Coupons to Salvage Lipitor
Peak of $14 Billion sales/yr
Patent Expired Nov. 2011
Sales Plummeted to $600 Million for 2012
Generic=$96 w/$5 Copay; Lipitor=$192 w/$90 Copay
May 2012; Pfizer offers $75 Co-pay Coupon/month
Net Out-of-Pocket = $15 + Orig. Formulary + Pfizer backing
Lipitor Coupons = $375M/Yr; $4B mkt, $58B potential
Initial Goal successful; Hold Users, Stabilize Revenue
Paper Based Coupons:
Poor Discovery/Tons of Friction; Buried in Website & Dr.’s Office
No Capture of Side Effects
No Capture of Patient Data (genetic Bio-Markers, adherence/response/side effects, etc.)
No Predictive Analytics: Adherence + Personalized Meds + Personalized Discounts/Best
Shopper + Drug Pipeline
No Ad-Spend Efficiencies/Lowered ROI; Heavy Paper Handling Costs + Errors/Fraud
Coupon ROI: Paper -97% ; RxCoup: +351%
Source: Wall Street Journal 5/9/12: “Goodbye Lipitor; Pfizer Bids a Farewell”
http://pharmatweeting.com/wp-content/uploads/2012/05/Pfizer-Gives-Up-Marketing-Push-for-Lipitor-
WSJ.pdf