Which pharmaceutical company launched the first major patient loyalty program in 1997 that revolutionized how drug manufacturers build direct relationships with patients?

Pharmaceutical companies have long recognized the importance of patient adherence and loyalty, especially for chronic conditions requiring long-term medication use. While medication effectiveness is paramount, customer loyalty strategies in pharma have evolved significantly over decades. This poll tests your knowledge about a groundbreaking patient loyalty program that changed how pharmaceutical companies approach customer retention in the medical industry.

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Merck with its 'Merck Patient Assistance Program'
Pfizer with its 'Pfizer Share Card'
Eli Lilly with its 'LillyPlus'
Novartis with its 'Novartis CareCard' for transplant patients