By Peter Loftus 

CVS Health Corp.'s decision to stop covering Pfizer Inc.'s anti-impotence pill Viagra for many of its drug-benefit plan members is the latest example of the tough tactics some health-care managers are using to control rising drug costs.

CVS and rival Express Scripts Holding Co., which together dominate the U.S. market for administering drug-benefit plans for employers and insurers, are excluding more drugs from coverage if there are viable alternatives in attempts to squeeze greater price discounts from manufacturers. The pharmacy-benefit managers, or PBMs, are steering patients to other drugs they say have equivalent safety and efficacy, but at lower costs.

A CVS spokeswoman declined to comment on the reasons for Viagra's exclusion. She said the strategy of excluding drugs has resulted in "significant savings" for employers and other sponsors of benefit plans. The spokeswoman said "equally effective products with lower overall costs remain available within the formulary" as alternatives to excluded drugs.

Geoffrey Porges, a Sanford C. Bernstein analyst, calls the coverage exclusions a "potent weapon" for PBMs and estimates the number of drugs excluded by at least one of the two major PBMs will rise to 165 in 2016 from 130 this year.

"We're often able to extract over-sized discounts from the pharma manufacturers" by holding out the option of coverage exclusion, Express Scripts Chief Medical Officer Steve Miller said in an interview.

In the past, PBMs wouldn't typically exclude drugs from coverage. Instead they'd try to direct patients to cheaper options by requiring them to pay more out-of-pocket for less favored drugs. CVS first began excluding drugs from its preferred list in 2012, and Express Scripts later followed suit.

The exclusions aren't ironclad. Some clients of the major PBMs customize their own preferred-drug lists, and may choose to continue paying for Viagra and other excluded drugs to satisfy demand from their members.

The exclusions come as health payers continue to grapple with rising drug prices. According to Express Scripts, U.S. spending on prescription drugs rose more than 12% in 2014, the biggest annual increase in more than a decade, fueled part in by the introduction of effective but expensive new medicines for hepatitis C.

CVS Caremark, the PBM division of the Woonsocket, R.I., pharmacy company, said it would instead steer men who want to take an erectile-dysfunction drug to Eli Lilly & Co.'s Cialis, famed for its TV commercials featuring couples sitting in side-by-side bathtubs.

The CVS spokeswoman said the company tries to ensure a smooth transition when patients have to switch drugs, providing early notification to members and doctors a few months ahead of coverage changes.

A Pfizer spokesman declined to comment on the reasons for CVS's decision. He said Viagra continues to be available to millions of patients including to certain CVS plan members. Viagra's price varies by pharmacy and dosing strength; it sells for at least $40 a pill at many U.S. pharmacies, according to GoodRx Inc., which tracks prescription prices. U.S. Viagra sales rose 15% to $605 million for the first six months of 2015.

Drug makers usually give discounts, in the form of rebates, to PBMs to ensure favorable coverage on preferred-drug lists.

A Lilly spokesman declined to provide specifics of its arrangements with CVS. "We're pleased that patients have access to Cialis," he said. Cialis costs more than $40 a pill at higher doses, according to GoodRx. U.S. Cialis sales rose 18% to $556.5 million for the six months ended June 30.

CVS said this week it is removing a total of 26 drugs from its standard formulary for 2016. Aside from Viagra, the drugs include Johnson & Johnson's Type 2 diabetes treatment Invokana, and Biogen Inc.'s Avonex treatment for multiple sclerosis. In those cases, CVS said people with diabetes will be steered toward similar drugs from AstraZeneca PLC and Lilly, and multiple sclerosis patients may take drugs from Teva Pharmaceutical Industries Ltd. and Novartis AG.

A J&J spokeswoman said the company was disappointed in the CVS decision because it will affect patients for whom Invokana is currently working. She noted the drug will be covered for CVS members whose plans use different formularies than the standard one. A Biogen spokeswoman said Avonex has "broad insurance coverage" and the company is confident patients will continue to have access to its medicines.

St. Louis-based Express Scripts plans to exclude an additional eight drugs from coverage in 2016, said Dr. Miller. Not all of the decisions are entirely cost related. Among the new exclusions is AstraZeneca's Onglyza diabetes drug, which Dr. Miller attributed to clinical-trial results showing its use is associated with an increased risk of hospitalization for heart failure in patients.

An AstraZeneca spokeswoman said Onglyza remains available for Express Scripts clients who select their own formularies, and other AstraZeneca diabetes drugs such as Bydureon remain on the preferred list for the national formulary.

Express Scripts says it expects the exclusions to force fewer than 0.5% of plan members to switch drugs.

In most cases for both PBMs, plan members who want to continue taking the excluded drugs must pay the full retail price out of pocket. There are exceptions, however, if a patient and doctor can demonstrate that an excluded drug is medically necessary.

The coverage exclusions have hurt sales of some of drugs in the past. U.S. prescription volume for Bayer AG's Betaseron multiple-sclerosis treatment began to decline more sharply after it was excluded from Express Scripts' preferred-drug list at the beginning of 2014, according to Bernstein's Mr. Porges. The drug's U.S. sales fell 29% to $468 million in 2014.

Jonathan D. Rockoff and Joseph Walker contributed to this article.

Write to Peter Loftus at peter.loftus@wsj.com

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