KEY TAKEAWAY: As part of a study, they gave 2,000 U.S. workers, ranging in age from 18 to 81, a list of 17 benefits and asked them how heavily they would weigh the options when deciding between a high-paying job and a lower-paying job with more perks. Better health, dental, and vision insurance topped the list, with 88% of respondents saying that they would give this benefit “some consideration” (34%) or “heavy consideration” (54%) when choosing a job. Health insurance is the most expensive benefit to provide, with an average cost of $6,435 per employee for individual coverage, or $18,142 for family coverage.
Now the question is why?
Last month my team conducted research with pharmacy tech people at chain drug stores and asked them how much they were dealing with customers who were complaining about high co-pays. We expected it to be moderate, but much to our surprise everyone said that they were dealing with customers asking about high drug prices on a daily basis.
Imagine, for a second, not being able to take the job of your dreams because you’re worried about losing health care coverage due to a preexisting condition or because your potential new employer doesn’t offer as good of a health care plan?
What does this mean for DTC marketers?
1ne: DTC marketers need to ensure that their drugs are covered by top insurance plans.
2wo: Help with co-pays is now a key tactic as health insurance eats up more of employees’ paychecks.
3hree: Warn patients that co-pays could be higher for your product it is therefore essential to give them compelling reasons that your product is worth it.
In all likelihood the new bill proposed by an uncaring House will not pass the Senate, but changes are coming and it’s going to affect us all.