Group health plans attempt to control prescription costs by placing higher co-pays on expensive brand name drugs. The theory is to encourage lower cost generic drug utilization.
Pharmacy drug manufacturers are fighting back by buying down the co-pay at the point of sale.
Posted by Scott Moldenhauer on Feb 11, 2012
When presenting with co-pay cards, reps should follow these three steps
Co-pay cards offer a tremendous selling advantage, but only if presented properly. Too often reps fail to leverage the opportunity provided by co-pay reduction programs. When presenting with co-pay cards, reps should follow these steps:
1. Never, ever start with the co-pay program.
Doctors use branded products because of quality. Reps should start with the benefits of the product. Stress value. Co-pay programs should be presented as “icing on the cake” (not the cake itself).
2. Stick it where it counts.
Most co-pay cards never make it into the hands of patients. Encourage reps to find the best way to distribute cards in each office. They should ask questions: Where should I put my co-pay cards? Which person distributes the cards?
3. Use a “that’s-not-all” approach.
According to research from the University of California, co-pay cards can get physicians to use more of your products, but only if presented correctly. Researchers suggest taking a lesson from late night infomercials. Present the benefits of the product, then, right before the close, sweeten the deal: “That’s not all, doctor. We also provide co-pay relief.” This tilts the physician in the rep’s direction.
Scott Moldenhauer is president of Persuasion Consultants, a consulting firm that specializes in pharma and medical devices.
For more from Scott, see How to keep the Sunshine Act from raining on your parade, Three ways to modernize your sales force, Why you dont need another sales training program
