Upcoming Webinars Archived Webinars Training Vitals Host A Webinar About Get Updates Contact

PhRMA Launches New Ad Campaign to Improve Biopharma’s Image

XTALKS VITALS NEWS

Advertising

The ads will be featured on multiple media streams – including TV, print and digital – in an effort to repair the industry’s tarnished reputation after highly-publicized enquiries into drug price hikes.

Share this!

January 26, 2017 | by Sarah Hand, M.Sc.

Pharmaceutical industry trade group, PhRMA, has unveiled a new multimillion-dollar ad campaign named GoBoldly. The ads will be featured on multiple media streams – including TV, print and digital – in an effort to repair the industry’s tarnished reputation after highly-publicized enquiries into drug price hikes.

“Thanks to the tireless work of biopharmaceutical researchers and scientists, we have entered a new era of medicine that is transforming the way we prevent and treat disease,” said Stephen J. Ubl, president and chief executive officer of PhRMA. “This campaign spotlights their perseverance and unwavering commitment to American patients for whom we all work. We will also be convening events with stakeholders all across the country to discuss ways we can work together to make our health care system more responsive to the needs of patients.”

The first GoBoldy ad – “Do Not Go Gentle” – features video of scientists at work compiled with images of cells and blood flowing through vessels. The ad also includes Dylan Thomas’ poem of the same name being read aloud over the images and video.



In response to an ad campaign Ubl is calling, “less hoodie, more lab coats,” ex-pharma CEO Martin Shkreli created a website aimed at airing some of the industry’s dirty laundry. Pharmaskeletons.com names 26 pharma companies and how they’ve negatively contributed to the current state of drug pricing in the US.

In a few weeks, the trade organization will release their next ad – “Cells” – which reportedly shows video of a cancer cell self-destructing. The new ad campaign sends a stronger message compared to PhRMA’s previous emotionally-driven “From Hope to Cures” campaign.

However, this new attempt by the industry to improve public relations makes no mention of changing the pricing practices which have become such a hot-button issue in the industry today. Instead the multiyear campaign will focus on the most exciting new advancements in science and medicine, value-driven healthcare and public health matters.


Keywords: Advertising, Biopharma, Pharmaceutical Industry


| NEXT ARTICLE | MORE NEWS | BLOGS | VIDEOS | POLLS & QUIZZES | WEBINARS |

Share this with your colleagues!

MORE NEWS
Lavazza Acquires Controlling Stake in Canada’s Kicking Horse Coffee

May 26, 2017 - Italian coffee company Lavazza, has secured an 80 percent equity stake in Canadian organic and fair-trade coffee company Kicking Horse Coffee, in a deal worth CAD$215 million.

Featured In: Food News


FDA First: Keytruda Approved for Cancer Treatment Based on Biomarker Alone

May 25, 2017 - For the first time, the FDA has approved a cancer treatment for solid tumors based on the presence of a biomarker, as opposed to specifying a tissue of origin.

Featured In: Biotech News


One Year of Medically Assisted Dying in Canada

May 25, 2017 - In June of 2016, the federal government of Canada passed legislation to legalize medically assisted dying.

Featured In: Life Science News


LEAVE A COMMENT
 
  
THE XTALKS VITALS INDUSTRY BLOG

Top 5 Most Impactful Tweets in Life Sciences During the Last Week

REGISTER FOR THESE WEBINARS

EU IVD Regulation: Top Five Changes for Medical Device Manufacturers to Consider


Thermal Processing Systems for the Food Industry: A Guide to Selecting Thermal Equipment and Technology


Rare Disease & Orphan Drug Development: Cost-Efficient Trial Design to Minimize Cash Burn


eTMF Workflows: Active eTMF to Improve the Quality of Clinical Trials


Copyright © 2016-2017 Honeycomb Worldwide Inc.