In an unprecedented move for a pharma company, TAP initiated a money-back guarantee for its proton pump inhibitor Prevacid (lansoprazole). The "Prevacid Promise" guarantees heartburn sufferers a refund for out-of-pocket costs if they're not satisfied with the results of the therapy.

Since the program's roll-out at a recent American College of Gastroenterology meeting, physician feedback has been positive. TAP vice-president of marketing Art Rice says there's industry-wide recognition that consumers are taking more control of their healthcare, and he believes the program will add value to Prevacid by offering patients a no-risk investment. To receive the refund, patients must mail the company their original pharmacy receipt along with a form filled out by their physician. TAP also offers a $10 Prevacid rebate for joining the "Heartburn Health Club," an online resource highlighting behavior modifications that reduce the symptoms of gastroesophageal reflux.