On the motivation for pharmaceutical manufacturer coupons: Brand loyalty or customer acquisition?
Pharmaceutical manufacturers may be using coupons to acquire customers and then build brand loyalty, especially in markets with more generic competition. Antitrust authorities and other regulators should scrutinize the impact of coupons on market competitiveness and drug spending.
Authors
- Jason Brian Gibbons (ORCID: https://orcid.org/0000-0002-1724-6897)
- Manuel Hermosilla (ORCID: https://orcid.org/0000-0002-5851-2303)
- Antonio J. Trujillo (ORCID: https://orcid.org/0000-0002-0800-8512)
Institutions
- Johns Hopkins University (US)
- Colorado School of Public Health (US)
- University of Colorado Anschutz Medical Campus (US)
Publication Details
- Journal
- Health Services Research
- Published
- 2024-09-01
- DOI
- https://doi.org/10.1111/1475-6773.14379
- Primary Topic
- Pharmaceutical industry and healthcare
- Type
- article
- Field-Weighted Citation Impact
- 0.00
Funders
- Arnold Ventures