Pharmaceutical Industry Readies Ads Aiming To Improve ‘Tarnished’ Image

Already on pace to be the biggest spender on advertising outside of the two major political parties this election year, the pharmaceutical industry is planning to release a barrage of ads to strengthen its image, which has been "tarnished by political attacks and resentment over high prescription drug prices," the Wall Street Journal reports. As part of the effort, Pfizer has been pushing other drug companies to contribute to a multimillion dollar fund for Internet, grassroots and television ad campaigns. Pfizer hired Edelman Public Relations Worldwide to prepare ads -- which may begin airing in "key" states next week -- touting the industry's "health innovations." In addition, the public relations firm is working on a rapid-response plan designed to provide quick comments on drug industry proposals offered by candidates or elected officials. At the same time, Pfizer is set to launch an ad campaign on Sept. 16 designed to encourage Medicare beneficiaries to enroll in its discount drug card program, the Journal reports.

Sponsoring Seniors' Groups
Meanwhile, the Pharmaceutical Research and Manufacturers Association has contributed millions of dollars in recent months for political ads in several states with tight congressional races. For example, the industry group has provided the United Seniors Association with more than $8 million for ads promoting about two dozen House candidates who support the House-passed GOP Medicare package, which includes a prescription drug benefit (Hamburger, Wall Street Journal, 9/16). The commercials began running last week in about 20 regions where Republicans face tough races this fall, the AP/Orlando Sentinel reports. The ads are tailored to each race, stating that the candidate "understands" the need to assist seniors with health care costs and supports adding "meaningful drug coverage to Medicare for all seniors" (Epso, AP/Orlando Sentinel, 9/15). The ads end by encouraging viewers to call their respective representative and "urge him to keep fighting for his bill" (Kinnard, National Journal, 9/11). The association's campaign, which also includes Internet and direct mailing efforts, is supported by a "general education grant" from PhRMA, according to Charles Jarvis, chair and CEO of the United Seniors Association. In addition, the 60 Plus Association, has been running radio and newspaper advertising in selected states backing the GOP-backed legislation. The Journal reports that Democratic officials say both groups are helping Republican candidates and drug companies by promoting industry-backed legislation. "The pharmaceutical industry helped Republicans write their drug bill, and now the industry wants to keep Republicans in Congress," Jenny Backus, a spokesperson for the Democratic Congressional Campaign Committee, said (Wall Street Journal, 9/16).

Drug Patent Lobbying
In other prescription drug news, pressure from the pharmaceutical industry has forced several companies to drop their support of a Senate-passed bill (S 812) that would ease market entry of generic drugs, according to a Washington Post editorial (Washington Post, 9/16). Earlier this month, Georgia-Pacific and Verizon Communications left or reduced their roles in Business for Affordable Medicine, a coalition lobbying for easier access to generic drugs, after brand-name drug makers threatened to end contracts with the companies. Georgia-Pacific asked to not be listed on the coalition's Web site after "receiving pressure" from Eli Lilly, and Verizon left the coalition recently after "being pressed" by Wyeth (Kaiser Daily Health Policy Report, 9/4). Since then, Marroitt International "quit" the coalition, and United Parcel Service has asked to be removed from the Web site, according to the Post. "Given that all these companies stand to benefit from lower drug prices, it's a fair guess that drug company pressure had something to do with their decisions," the Post states, concluding that it is a "worrying sign" that the "eminently reasonable reform" passed by the Senate "faces tough sledding in the House, whose members now have to choose between affordable medicines and placating the drug lobby" (Washington Post, 9/16).