What are you asking here
1. Why they give coupons? Or
2. How a coupon strategy for someone like Raf works?
1. Coupons are given like any marketing spend as a loss leader. Why does Uber give promo codes? Ya think they're a charity? Why does Walmart and Best Buy do sales? Why does Amazon do prime day. Best buy has clearance, drug companies do coupons.
Pretty self explanatory there, to grow the market, gain marketshare, make a buzz etc.
2. Why should someone like RAF get a coupon? I don't know his medical history. But in general:
A. Pharmas see a lifetime value in a customer like him. Now obviously he's a shareholder so even without a coupon he's gonna take V but assuming marketing are targeting a similar customer profile to get them used to taking V, after some time, coupon goes away, Raf or someone like him still buys V, ka ching.
B. Mistakes happen, loopholes happen. He didn't fit the customer profile but still got a coupon. Pharma marketing targeting ain't Uber (and even with an app, they suck) and being a small company we can't do an Apple (almost no discounts ever, even Pfizer gives coupons on some products)
C. Margins are so high (gross margin in excess of 70%) that even WITH coupons, amrn still makes money after reimbursement.
Market Data 
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