New ads needle Big Pharma over sky-rocketing prices

Taking a page out of the pharmaceutical industry’s playbook, the Campaign for Sustainable Rx Pricing launched television and digital ads focusing on sky-rocketing prescription drug prices.

The first commercial features the same active-but-older couple you might see in a medication ad. A soft-spoken female announcer invites viewers to: “Discover PriceGougi$ol, the latest outrageously expensive drug from Big Pharma.” The one-minute spot warns about side effects that could include overdrawn bank accounts, bad credit scores and higher health care costs.

The “PriceGougi$ol” ad also points out that nine of the nation’s 10 largest drug companies spend more on advertising than on research and development, even as they blame rising costs on R & D expenses.

The Campaign for Sustainable Rx Pricing is supported by a coalition of health care professionals, insurers, employers and consumers. The new ads will air in Washington, D.C., and in districts represented by key members of Congress.

“Out of control prescription drug prices hurt every American. From the patients who need the medications and the consumers who pay higher and higher health care costs, to the businesses that are forced to choose between providing health benefits and creating new jobs, and the hardworking taxpayers who foot the bill for hundreds of billions of dollars every year,” said John Rother, executive director. “We need real solutions now.”

Staytuned for more. Meanwhile, please share how rising prescription drug costs have affected you and your family with Voices for Affordable Health.