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Executive Summary

The generic manufacturer mailed letters and coupon books to physicians and pharmacists in November to announce the availability of the patient rebates. Chase said that "high-prescribers" of Procardia were targeted in the mailing to physicians. "We trust that you will offer the refund coupons to your patients who are taking nifedipine," the letter to physicians states. "With the rising costs of health care and prescription medications these savings can be very important particularly for those patients who are older and on fixed incomes." The coupon books sent to physicians contains five refund coupons. Because of a successful challenge of Pfizer's patent, Chase Labs has exclusive generic marketing rights to the 10 mg dosage form until the Procardia patent expires Jan. 7, 1991. Chase is offering the rebate program up to that date. To support the rebate program, Chase is running ads in the Journal of the American Medical Association and the consumer health care publication Solutions for Better Health. The JAMA ad, which appears in the Dec. 5 issue, is addressed to "Procardia Prescribers" and asks physicians to "allow substitution with AB-rated nifedipine/Chase 10 mg soft-gel capsules and help your patients save money." The ad includes a coupon for a $3.00 rebate. The ad also includes an "800" phone number for physicians to order additional coupons and informs doctors that the rebate offer is also appearing in "selected" consumer journals. Chase said that it will also use public relations and direct mail campaigns to "call attention to the savings consumers may realize" from the rebate program.

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