The trend: Consumers are taking various cost-cutting measures related to their prescription drugs, such as switching to over-the-counter (OTC) alternatives (31%), not filling prescriptions (27%), or skipping or splitting doses (19%), according to a March 2026 KFF poll of more than 1,000 US adults.

Driving the trend: As prescription drug costs become unaffordable, a majority of consumers are now deeply concerned about their ability to pay for their family's medications.

• Most respondents say they’re either somewhat (22%) or very (37%) concerned about affording prescription drug costs for themselves or their families, compared with 13% who aren’t at all concerned about this.
• That’s the largest share of people saying they’re at least somewhat concerned about affording medication since KFF first polled on this question in 2018.

Why it matters: Consumers’ prescription cost-cutting measures are often not deemed appropriate or safe by medical professionals.

For instance, inconsistent intake of medications for common conditions like high blood pressure or high cholesterol increases the risk of serious events such as heart attacks and strokes. Meanwhile, OTC drugs typically should not be viewed as a one-to-one replacement for prescription medications because they differ in potency, intended use, and safety oversight.

Not all of consumers’ steps to cut prescription drug costs are unsafe, though:

• 42% say they’ve used a savings card or coupon, such as from GoodRx, SingleCare, or a drug manufacturer, per KFF.
• 39% compare prescription drug costs online, and 15% have found a lower-cost option at an online pharmacy like Amazon or Cost Plus Drugs.
• 8% have purchased a prescription drug directly from a drug manufacturer’s website.

KFF’s survey echoes a recent I-MAK poll showing that many consumers opt for OTC alternatives or delay or skip filling prescriptions due to cost.

Recommendations for pharma marketers: Drugmakers will not only need to improve patients’ medication adherence as a result of their most drastic cost-cutting measures—they'll also need to better educate patients on the differences between medication types and the risks of rationing or skipping doses.

Promote Rx resources that can help patients navigate affordability concerns via pharma websites. More consumers will turn to pharma’s direct-to-consumer sites as awareness grows around self-pay discounts. Use this engagement to guide them to support channels—such as FAQs, AI agents, or phone assistance—where they can get answers and help.

Work more closely with pharmacists to educate patients on cost and safety at the point of purchase. Consumers frequently turn to pharmacists with questions about prescription and OTC medications. Use point-of-care materials at the pharmacy counter to provide clear guidance on their prescriptions and when an OTC option may be appropriate.

Develop physician-facing materials that help patients identify the lowest-cost medication among the growing number of options. While expanded pricing choices are beneficial, they can also create confusion without clear guidance. Many people don’t understand the difference between TrumpRx, GoodRx, and online pharmacies, and often turn to their doctors for guidance. Pharma marketers should therefore design comprehensive guides that detail pricing and insurance coverage and clarify the channels where patients can compare medication costs and fill their prescriptions.