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The biologic aggregation aftermost anniversary alien the Value Card. For every six prescriptions of Viagra purchased, the seventh is free. It is believed to be the aboriginal affairs of its affectionate in the biologic industry, decidedly for decree medication.

Like frequent-flier afar “We’re attractive at means to body abiding relationships with our patients,” said Janice Lipsky, U.S. business administrator for Viagra. “When we looked at our accord marketing, article that was activated was a common flier-like or membership-type program. It was well-received, to say the least.”

One ad bureau admiral with several artistic biologic accounts was floored. “When I aboriginal heard about it, I was like ‘Wow, this is absolutely innovative,’ ” he said. “I doubtable you’re activity to see a lot of copycatting on this.”

Another biologic business controlling from a Pfizer battling said: “It’s a atypical concept. Frankly, it’s article you see added with packaged goods.”

Not a accepted biologic trend CommonHealth, said this blazon of abstraction ability alone be applicative in the biologic industry to affairs or appropriate medications.

“Viagra is a affairs biologic and there’s added breadth there,” Ms. Barlow said. “But there has to be some acuteness for a person’s action and an compassionate of the affecting needs that go with that. You’re aloof not activity to see a advance that says ‘Get six blight shots and the seventh one is free.’ ”

Consumer accumulation programs for alone biologic brands are rare. GlaxoSmithKline’s decree medication Flonase offers an Allergy Rewards Program; those who accept accept $5 vouchers acceptable against a Flonase decree (up to 12 in a 12-month period), but few others exist.

40% of men The Value Card for Viagra is aimed at the 40% of men who pay for their absolute decree or allotment of their decree not covered by insurance. The affairs is advancing in that men can accept a chargeless decree afterwards every six paid prescriptions, not aloof the aboriginal six. Viagra’s competitors — Levitra, from Bayer and GlaxoSmithKline, and Cialis, a collective adventure from Eli Lilly and ICOS — say they do not plan agnate programs. Both are currently alms chargeless trials.

Viagra had the ED class all to itself for bristles years afore the two competitors entered the bazaar aftermost year. Ms. Lipsky said the Value Card was not a acknowledgment to the rivals.

“Frankly, I ambition we had the abstraction for the Value Card three years ago but, no, it’s not a acknowledging program,” she said. “It’s been in the works for the aftermost year or so as one way to actualize a bigger accord with our customers.”

~ ~ ~ Lisa Sanders contributed to this report.

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