The twist, he said, is that a large number of blockbuster drugs are starting to lose patent protection, and companies know generic competition can quickly wipe out much of a prescription drug's sales. The newer versions sometimes are more effective, but generally are just more convenient, although drug makers note that helps patients follow doctors' orders better. Many of the newer versions are taken less frequently, such as Indianapolis-based Lilly's new Prozac Weekly.
Most companies offer a one-month free trial for one or two products.
Novartis offers coupons for nine different products, including three cardiac drugs and its Alzheimer's treatment, Exelon, but it only distributes them through physicians. The discounts have been available on and off for several years, according to company spokeswoman Jan Weiner. With all the offers, patients must first see a doctor to be examined and get a prescription. The offers may be smart business strategy, although because of patient confidentiality rules companies don't know which patients getting free samples end up using a product long-term. But some experts question whether the tactic is bad for the public.