Chicago Tribune - September 26, 2003
Jim Kirk and Bruce Japsen, Tribune staff reporters

Though advocacy advertising is nothing new for the $110 billion industry, drug companies made a highly unusual move when they joined forces to persuade their own lobbyists, the powerful Pharmaceutical Research and Manufacturers of America, to fund it nationally.

The campaign is a sign that the nation's pharmaceutical industry is highly concerned about how its image is playing in Peoria. And a little public support may help its efforts to secure the addition of prescription drug coverage to Medicare and block imports of cheaper drugs from other countries.

Though spending is not disclosed, it is believed that the 10-plus companies involved, which include New York's Pfizer Inc., are paying more than $5 million to test the public's reaction in five markets, including Chicago. If the lobbying group decides to go forward with the campaign, the association could put more than $30 million behind the effort nationwide.

The drug group has spent almost nothing on consumer advertising in the past year, instead channeling money into lobbying federal lawmakers on Medicare and imports. In other years, the association has spent anywhere between $20 million and $40 million on advertising.

"It is important in the current debate, which is largely focused on the price of drugs, to ensure people are mindful of the importance and value of pharmaceutical innovation in their lives," said Catherine Babington, vice president, investor relations and public affairs, at Abbott Laboratories.

"Because of the medicines pharmaceutical scientists created, we treat high blood pressure and cholesterol effectively, and HIV/AIDS is a chronic disease in the Western world instead of a death sentence," she said. "And we are on the brink of the next wave of breakthroughs which will lead to better treatments and cures for diseases such as cancer, Alzheimer's Disease and obesity."

The pharmaceutical association's recent ad pullback comes at a time when the nation's leading drug firms feel they should be doing more of it.

But it also comes at a time when individual drug companies, such as Pfizer and Bristol-Myers Squibb Co., which uses cycling star Lance Armstrong as a spokesman, are stepping up their own marketing efforts. Both firms have launched extensive image advertising campaigns during recent months, and more drugmakers are considering similar moves.

"This is a test to see if we should get back into it," said Jeff Trewhitt, a spokesman for the association. "It's very important that the innovation story be told. "It's a crucial period of time as we ponder access and coverage."

The campaign from the New York office of advertising agency Sawyer Miller features the Five Stairsteps' 1970 song "O-o-h Child" and uplifting scenes of smiling people, young and old, while a narrator delivers promises for the future.

"Someday, Alzheimer's will be forgotten," the narrator says. "Obesity will only be remembered in museums. Someday, cancer will be in permanent remission. Someday, hard-to-get medicines will be within everyone's reach." The 30-second spots end with: "America's Pharmaceutical Companies. Well Into the Future."

The campaign's run in Chicago doesn't appear to be by accident. Gov. Rod Blagojevich had vowed to lobby Washington to remove restrictions that bar the state from buying low-cost drugs from Canada. He went to Washington on Wednesday and was rebuffed by the Food and Drug Administration, but his stance has particularly stoked the industry's fire to fight back.

"In other countries, the widespread mandated government price-fixing has stifled innovation of those companies," Trewhitt said. "We are wondering if the innovation of the U.S. industry is adequately understood."

The image push is not unprecedented, but marketing observers question its timing. Some say it may be too little too late.

"If there's a problem and negative publicity is accruing, the best response is no response," said Christie Nordhielm, assistant professor of marketing at Northwestern University. "At the minimum, you're wasting the dollars. You may convert some of them, but it's quite difficult to put forth an argument in 30 seconds."

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