Pharma Industry to Fight Pricing Criticism With Ad Campaign Drug

The drug industry is launching a new ad campaign to push back against the negative media attention over increasing drug prices.

PhRMA announced a new campaign that will highlight immunotherapies for cancer and the power of personalized medicine and genomics. The ads will emphasize that biopharmaceutical companies are developing breakthrough medications that can save lives and help reduce health care costs.

Rather than directly addressing price criticisms, the print, online and TV ads will focus on innovations. PhRMA President Steve Ubl said the campaign will cost tens of millions of dollars each year.