On the motivation for pharmaceutical manufacturer coupons: Brand loyalty or customer acquisition?
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DOI: 10.1111/1475-6773.14379
Abstract: OBJECTIVE To generate evidence regarding the offensive (customer acquisition) versus defensive (customer retention) motivation for pharmaceutical manufacturer coupons. DATA SOURCES AND STUDY SETTING Retail prescriptions from IQVIA's Formulary Impact Analyzer data between 2017 and 2019.… read more here.
Keywords: motivation pharmaceutical; coupon; brand; drug ... See more keywords