69% of Adults Used a Prescription Discount or Savings Card in the Last Year

by Jayne Krahn

More and more consumers and physicians are increasingly choosing to treat ailments with generics over branded drugs. In fact, only 16% of adults agree that it’s worth paying more for branded prescription medications rather than getting generic products. To combat this, pharma began to offer coupons and rebates to increase their sales. Data from Kantar Media’s 2014 MARS Consumer Health Study shows that 26% of adults use some sort of prescription assistance, savings or loyalty offer. Among those using discounts, the types of savings are dominated by prescription discount or savings cards.

As was the case in 2013, prescription discount or savings cards dominate the market for savings offers used to fill Rx. (Yet the percent of adults utilizing this type of savings offer has decreased by 3%).

Using data from this study can help agencies and marketers understand ailment sufferers, treatment and how to best reach them. For more information about accessing full study results, contact us here.

Kantar Media’s MARS Consumer Health 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.