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Study: Risk Information Insufficient in Online Coupon Offers for Rx Samples

A new study published in The Archives of Internal Medicine reveals that risk information presented in online coupon offers for brand-name prescription drugs is decidedly poor. Additionally, these online discounts are more likely to be offered for drugs without generic equivalents.

The study, using a content analysis of pharmaceutical manufacturer-sponsored Web sites offering “e-Samples” of prescription drugs, found that of 50 of the top brand-name medications prescribed in 2007, 60% had “1 or more Internet-based offers of vouchers for free samples or discounter prescriptions.”  On these Internet-based offers, risk information tended to be less prominent than benefit information.

According to the study, risk information largely appeared to be “de-emphasized” on the online-offers.  The researchers suggest that the “monetary incentives may distract or even divert patients from reviewing risk information.”

Results of the content analysis also revealed that free and discounted offers were more likely to appear for medications without generic competition. The study researchers caution that consumers could be “Misled by a discount whose true value is only a fraction of the true cost for a prescription with no generic alternative.”  Thus, consumers may be swayed to take a drug due to initial savings but perhaps could pay more in the long-term.