As Patients Scrimp, Bms Offers Help On Co-Pays

Medical Marketing and Media › September 08, 2009

Linked as:

Summary

The tack of Bristol-Myers Squibb (BMS) is taking with its Orencia Promise program, by which BMS offers to cover patient co-pays for the first six months of the drug. And instead of being relegated to an afterthought in the voiceover at the end of a spot, BMS is giving the program prominent placement in its consumer advertising for the brand, with television, print and online ads by MRM Worldwide extolling the offer. The deep economic slump has upended the truism that the drug industry is countercyclical, immune to the ups and downs of the broader economy.

See the full content of this document

Extract

As Patients Scrimp, Bms Offers Help On Co-Pays

RECESSION got you down? Having second thoughts about filling that prescription? How about some help with your co-...

See the full content of this document