New York Times Examines Drug Industry’s Efforts To Improve Image

The New York Times on Thursday examined pharmaceutical companies' efforts to improve "their fractured image" with a "charm offensive ... to win back the nation's affections." According to the Times, no industry "has fallen as far or as fast in public esteem in recent years as the pharmaceutical industry," and drug company executives are "worried that their unpopularity could lead Congress to pass legislation that might legalize [the reimportation of prescription drugs from foreign nations] or allow government officials to bargain for discounts." The Times reports that the chief reason for the drug industry's unpopularity is that U.S. residents are "increasingly aware that drugs are much cheaper elsewhere" and are "tired of digging ever deeper to pay for prescription medicine." According to the Times, measures that would allow reimportation are "proliferating" in Congress, and some of the drug industry's "most prominent defenders are turning against it."

Efforts
A committee of top drug industry executives has begun meeting regularly to discuss how to improve the industry's image, the Times reports. Committee Chair Karen Katen, president of Pfizer's pharmaceutical group, said that the committee is focused on "improving access and affordability of drugs." According to the Times, an unnamed participant in the committee said it is working on initiatives that would provide drugs to the uninsured and increase awareness of the industry's already existing no-cost drug programs. However, the Times reports that it is unclear if the drug industry's efforts "will halt the slide in the company's standing with the public or slow legislation on Capitol Hill that the industry opposes."

'Caught Off Guard'
The growing unpopularity of the drug industry "has caught many executives off guard" because most company officials "see themselves as dedicated to the public good and committed to finding cures," the Times reports. Pat Kelly, president of Pfizer's American drug division, said that he and other drug industry officials are aware that many U.S. residents view drug companies and cigarette companies similarly, adding, "We find it quite incredible, that we could be equated with an industry that kills people as opposed to cures them." Raymond Gilmartin, CEO of Merck, said that the industry must do more to demonstrate the value of its treatments, adding, "We also have to become more efficient and drive down our cost structure" (Harris, New York Times, 7/8).