I've been on tarceva for over 2 years now. And the rash is a very good sign that the drug is working. The other two main side effects are nausea and diarrhea. Even if you get all 3 side effects, they diminish the longer you stay on the drug.
Just because you haven't gotten the rash yet doesn't mean the drug is not working. Some people never get the rash. And some people take up to 2 weeks before it shows up. So give it time.
Try and eat a lot of vegetables, avoid direct sunlight, avoid grapefruit/juice completely, avoid refined sugar as much as possible, and be sure to take it the same time every day, either one hour before a meal or 2 hours after a meal.
It is truly a wonder drug if it works for you. But don't give up too soon. Also, you didn't mention what dose you are on. The standard is 150 mg, so if your dose is less than that, the side effects may not appear as quickly.
Good luck and God Bless