The trend: Patients aren’t taking advantage of pharma manufacturer coupons that could reduce their prescription drug costs, according to a recent report from RxUtility.

Unpacking the trend: 93% of the more than $30 billion available in manufacturer prescription drug copay assistance go unused, the report found. For context, copay coupons are discounts offered by pharma companies—typically limited to a single use or a short time frame—to help commercially insured patients reduce their out-of-pocket costs for medications.

There’s no single reason for the low use of manufacturer coupons, but patients seem to be unaware that they exist and confused about how they work. Plus, insurers often guide members toward cheaper, generic drugs, which means patients are less likely to learn about coupons for more expensive brand-name options.

For some drugs, manufacturer coupons can deliver substantial savings for insured patients facing high copays, deductibles, or coverage restrictions.

• For example, Stelara, which treats autoimmune and inflammatory conditions, could cost as little as $5 per dose through the manufacturer’s savings program—down from over $1,000 in some cases, the report revealed.
• Dupixent, used to treat asthma and some inflammatory conditions, could drop from $320 per fill to $0 when using the manufacturer’s copay card, as another example.

Why it matters: Consumers who miss out on coupon savings may end up paying high costs or skipping their prescriptions.

• 78% of copay coupons are for drugs that have no generic alternative—meaning there isn’t a lower-cost prescription medication option.
• 21% of consumers say they haven’t filled a prescription for a medicine due to cost, per July 2025 KFF data.

Recommendations for pharma companies: There’s a significant knowledge gap around medication-saving options, especially coupon cards that aren’t widely advertised, yet often require patients to seek them out.

Promote savings programs through participating pharmacies and their apps. This could reduce the frequency of patients experiencing sticker shock or confusion when they see their prescription’s price at the pharmacy counter.

Increase outreach to inform physicians and pharmacists of available cost-saving resources. Doctors and pharmacists are typically consumers’ most trusted sources of health guidance—drugmakers should regularly equip them with coupon information they can share with patients.

Lean into online patient communities. Forums, message boards, and social platforms offer a way to educate patients about how coupon cards work and where to find them.