Pharmaceutical manufacturers use a variety of methods beyond simply targeting physicians to promote their products and gain market share. Direct-to-consumer advertising, drug manufacturer coupons, copay assistance programs, and drug rebates are strategies frequently employed to gain name recognition and address affordability concerns among consumers and gain access to a health plan's formulary. This session will explore the impact these strategies have had on consumers and their drug utilization patterns. In addition, it will highlight the government and health plans' responses to these strategies and why actuaries should be paying attention. At the conclusion of this session, attendees will be able to: • Understand the impact of direct-to-consumer advertising, drug manufacturer coupons, copay assistance programs and drug rebates on consumer behavior • Describe the government and health plans' responses to these strategies and potential impact • Explain why actuaries should be concerned with pharmaceutical manufacturers' methods for promoting their products