Abstract: Systems and methods are provided for retaining or shifting prescription market share. The systems and methods may include receiving a claim from a pharmacy computer, where the claim is associated with a drug requested by a customer, routing the claim to an adjudication engine for benefits processing, and receiving, from the adjudication engine, coverage information for the claim, where the coverage information indicates an amount payable by the customer. The systems and methods may further include determining whether a discount or payment is available to reduce the amount payable by the customer, where the discount or payment is associated with funding by a pharmaceutical manufacturer. If the discount or payment is available, the systems and methods may include transmitting at least a notice of availability of the discount or payment to the pharmacy computer, or automatically adjudicating the claim back to the pharmacy with the reduced amount payable by the customer.