Brand copay coupon promotions could end up costing the health care system an extra $32 billion over the next 10 years, according to a study by Visante. Copay cards lure patients into getting higher-priced drugs and undermine payer programs that encourage the use of lower-priced generics, said Pharmaceutical Care Management Association President and CEO Mark Merritt. "Employer costs rise dramatically when enrollees choose expensive brands over more affordable options," the researchers write.

PCMA Press Release: Brand Drug "Copay Coupons" Raise Health Costs for Employers, Unions, and State Governments by $32 Billion

New Research: How Copay Coupons Could Raise Prescription Drug Costs By $32 Billion Over the Next Decade

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