I think you're thinking of the cards that are basically insurance for the uninsured, where they take off some percentage from AWP. Those cards can crush the pharmacy, since you pretty much get no 3rd party income, and the copay is sometimes lower than acquisition cost.
The cards I am talking about are directly from the manufacturer. Usually need to have a primary insurance to bill, but it cuts the copay down. Common one we see is for Lipitor, normal copay is say $20-50, but after this card it's $4. You split bill it, so you get reimbursed by primary insurance, manufacturer, and the tiny copay. Would I rather get the money immediately, rather than wait to be reimbursed? Sure, that'd definitely be better for the business, but the patient is probably more likely to get refills on something "affordable" than something they dread paying.