Certainly the company weighed the promotional benefits of the plan against the projected, and surely quite sizeable, cost (which wasn't made public). Pfizer, like other Big Pharma names, is always getting bad coverage, whether for its pricing practices or side effect complications, so it's nice to have the press applauding for a change. And then there's the loyalty factor: Why would any patient ever switch to similar/cheaper medications from Eli Lilly or Bristol Myers Squibb after being comped by Pfizer? Smart move...
--Posted by Todd Obolsky, Vault Staff Writer
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