They base it on cost, whether it is a "me too " drug and other factors. A me too drug is a drug design after another one with minor differences. A lot of ssri's fall into this category.

The savings cards are big pharma's attempt to get around copays and gain market share. It's a nightmare for insurance companies because they can't really track the coat. Ultimately it drives insurance costs up. You'll want to read the fine print. They usually last until exclusive right expire but sometimes earlier and then you are dependent and have to pay 70 or more. Some of them also ask for medical information if you get it from the website. I don't like this because in the fine print you'll probably find out you have agreed to let them share it with their partners for marketing. So hipaa means nothing. These are illegal in MA and UK. I don't know where else.