Which pharmaceutical company pioneered the 'Patient Assistance Program' brand strategy that transformed how high-cost specialty medications are marketed by offering financial support directly to patients?

In the highly competitive pharmaceutical industry, brand strategy can make or break a medication's market success. Beyond clinical efficacy, how pharmaceutical companies position, market, and differentiate their products plays a crucial role in prescribing patterns and patient preference. This trivia question focuses on a revolutionary brand strategy approach that changed the pharmaceutical landscape in the past decade.

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AbbVie with their Humira Complete program
Pfizer with their PfizerRx Pathways
Johnson & Johnson with their CarePath system
Novartis with their Patient Support Navigator