1 of 4 consumers use pharma savings offers
For the last few years, DTC marketers encountered a very real challenge as consumers and physicians increasingly chose to treat ailments with generics over branded drugs. That’s when the popularity of offering Rx coupons and rebates first began to surge.
Now about 25% of adults use some form of prescription savings offer. Among those using discounts, the types of savings are dominated by prescription discount or savings cards.
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Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.