When faced with the loss of patent protection, brand-name drug manufacturers are increasingly launching promotional programs to maintain market share of their blockbuster drugs and improve brand loyalty. These promotions, including copay coupons, discount cards and rebates, can pose headaches for PBMs and health plans. But there are strategies plans can adopt — including zero-dollar copays, over-the-counter initiatives and utilization management strategies — to reduce the impact on utilization and move more enrollees to low-cost generic alternatives. Discover the pros and cons of various strategies.