Drug Firms Like Pfizer Inc. Turn to Coupons in Bid to Keep People Off Generic Drugs

Spurred by competition, some pharmaceutical companies are now offering coupons to help patients reduce their co-payments on brand name medications.

WHAS-TV reports that the companies are doing it to compete with new generic versions of the drugs that are now coming onto the market — including generics for Lipitor, Plavix and Diovan.

For example, Pfizer Inc. (NYSE: PFE), which tested the coupons last year, now offers co-pay coupons that can bring insured patients six of its medicines for as little as $4 a month each, the report said.

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