The copay cards existed. Prescribers just couldn't find them when it mattered.
The Problem
A top-10 pharmaceutical company had copay cards and savings programs across 45 therapeutic areas. The clinical story was strong, and coverage wasn't a barrier, but prescriptions were still stalling at the pharmacy counter because patients didn't know they had affordability options.
Patient resources existed, but they were scattered across dozens of brand.com sites, hub portals, and rep-delivered materials. There was no single place to find the right copay card when a script is being written.
Every prescribing decision moves through three gates: clinical confidence, coverage confidence, and affordability confidence. This brand had the first two. A breakdown at the third, patient cost, was slowing time-to-treatment across the portfolio.
Campaign Snapshot
What they did
Rather than running 45 separate brand campaigns, the company partnered with PrescriberPoint to launch a single "Above Brand" program that centralized copay and savings resources across its entire portfolio into one experience.
PrescriberPoint surfaced copay resources directly to NPI-targeted HCPs inside the prescribing workflow. "Get Copay Card" buttons gave prescribers one-click access to downloads with links to deeper brand content. Real-time reporting tracked every engagement to optimize performance.
The goal was to give HCPs the full picture: clinical evidence, coverage clarity, and patient affordability, so the prescription actually makes it to the pharmacy.
The Results
Why It Matters
Most pharma commercial strategies invest heavily in clinical education and formulary access. Necessary, but not sufficient. If a patient can't afford the out-of-pocket cost, the prescription isn't filled.
Affordability is often the simplest of the three prescribing factors to solve. The copay programs already exist. The gap is making them discoverable at the point of prescribing — not buried three clicks deep.
The brands that close this gap convert more of their commercial investment into filled prescriptions. Fewer abandoned scripts. Faster time to therapy.