The impact of inflation on our daily lives is well known and remains to be the key factor of economic uncertainty. Although the impact of inflation at a macroeconomic level is well understood, its impact on the usage of prescription drugs by patients across different economic strata has not been systematically analyzed. For pharmaceutical brand managers, an understanding of the impact of inflation on the uptake of their drugs is essential to develop strategies to counter the decline in volume (if any) and achieve year-end goals for sales and market share.