Big Pharma launches ad campaign to change its public image

After taking hits in the media and Congress, the pharmaceutical industry has unveiled a multi-year, multimillion-dollar advertising campaign showcasing researchers and scientists dedicated to developing medications that prevent and treat disease.

The campaign, sponsored by the Pharmaceutical Research and Manufacturers of America (PhRMA), follows recent headlines focused on the dramatic cost increase of the EpiPen and stories about drug companies that have come under fire for their pricing practices. It will include television commercials, print ads and a new website, GoBoldly.com.

The cost?  “High tens of millions of dollars a year over four to five years,” PhRMA spokesman Robert Zirkelbach told Morning Consult, a health industry news publication.

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