PhRMA on Monday announced that it is launching a multi-year advertising and public affairs initiative on behalf of US biopharmaceutical companies in an attempt to "showcase the industry's…advances in science and to highlight the opportunity that exists to tackle our most complex and devastating health conditions." The move comes as criticism over the cost of treatments continues in the US, with President Donald Trump recently accusing the industry of "getting away with murder" when it comes to drug prices and suggesting companies should have to bid for government business.

Stephen Ubl, chief executive of PhRMA, commented that "through partnerships and collaborations with other healthcare leaders, we will work to advance commonsense solutions that foster the continued development of new medicines, enhance the private marketplace and provide patients with access to the newest and most innovative treatments." 

As part of the campaign, which will include national TV, print, digital, radio and out-of-home advertising, PhRMA is launching the GoBoldly.com website to provide consumers with information about the topics and themes included in the advertisements. Meanwhile, the group is also renovating Innovation.org to provide updates on advances in the biopharmaceutical industry. 

The public affairs initiatives, which will be officially launched in February and March, will focus on the core areas of advancements in science, value-driven healthcare and public health. Specifically, PhRMA noted that the New Era of Medicine initiative will seek to "foster a national dialogue" on scientific advances, while the Value Collaborative initiative will work to promote policies that allow private industry "to lead the move to a value-driven healthcare system." Meanwhile, the Public Health initiative aims to educate the public about pressing public health issues. 

"We take the concerns that have been raised by the president very seriously," Ubl said, adding "there are pragmatic policy solutions, and we look forward to working with the administration." He also stated that the campaign, which makes almost no mention of the new administration's plans to repeal the Affordable Care Act, "is not aimed at any one legislative issue." Meanwhile, PhRMA spokesman Robert Zirkelbach said planning for the group's campaign began six months ago, with Ubl noting that the initiative would have proceeded regardless of who won the US election. 

Recently, the president signed an executive order directing government agencies to scale back many parts of the Affordable Care Act.