PHARMACY

PhRMA launches Go Boldly campaign

BY David Salazar

WASHINGTON — The Pharmaceutical Research and Manufacturers of America on Monday launched its new multi-year advertising and public affairs initiative, Go Boldly. The campaign is aimed at highlighting those in the industry driving innovation and pointing to the opportunity that exists in tackling complex health conditions. 

 
“Thanks to the tireless work of biopharmaceutical researchers and scientists, we have entered a new era of medicine that is transforming the way we prevent and treat disease,” PhRMA president and CEO Stephen Ubl said. “This campaign spotlights their perseverance and unwavering commitment to American patients for whom we all work. We will also be convening events with stakeholders all across the country to discuss ways we can work together to make our health care system more responsive to the needs of patients.” 
 
The Go Boldly campaign will include national TV, print, digital, radio and out-of-home advertising, and its website, GoBoldly.com, will offer information about the topics and themes featured in advertisements. PhRMA has redesigned Innovation.org to provide in-depth information about advances in biopharmaceutical innovation. The hashtag #GoBoldly will be used across social media channels. 
 
The first TV ad, “Do Not Go Gentle,” highlights real biopharmaceutical scientists working to find new cures, and “Cells” highlights scientific advances happening at the cellular level and will be featured in print and digital ads. Throughout the year, PhRMA will introduce new ads focusing on advancements in science and the stories of real researchers alongside patients benefitting from medicines being developed. 
 
Beyond advertisements, PhRMA plans comprehensive public affairs activities to foster a dialogue with researchers, caregivers, patients and policymakers at forums around the country. Discussions will focus on what the new era in medicine means for patients and the health care system and the types of public policy solutions that are needed to sustain this progress.
 
“Through partnerships and collaborations with other health care 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,” said Ubl. 
 
Go Boldly will feature three public affairs initiatives:
  • The New Era of Medicine, an initiative from scientists at biopharma companies to foster dialogue on scientific advancement;
  • The Value Collaborative, an effort to engage stakeholders to advance policy solutions to enable the private sector to lead a move to a value-driven health care system; and 
  • Public Health, a public outreach and education campaign centered on critical public health issues in the United States. 
 

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PHARMACY

PerceptiMed names new VP sales and marketing

BY David Salazar
MOUNTAIN VIEW, Calif. — Pharmacy technology company PerceptiMed on Monday announced the appointment of Terry Cater to the position of VP sales and marketing. 
 
“We are pleased that Terry has joined our operation to lead our sales and marketing efforts at this critical time of growth for PerceptiMed,” PerceptiMed founder Dr. Alan Jacobs said, “Terry’s skillsets will help to maximize the pilot programs that we have successfully completed, and to leverage that success in our sales channels as we establish a new industry standard for dispensing medication.”
 
Cater has worked in the chain drug, supermarket, drug wholesaling and healthcare technology sectors over the course of his career, most recently serving as director of pharmacy at Safeway Pharmacies and Save Mart Stores in California. He has held VP-level positions at Cardinal Health and McKesson, and has operated an independent pharmacy consultancy for 10 years. He is a member of the California Pharmacists Association and belongs to various national organizations, including the National Community Pharmacists Association. 
 
Perceptimed’s offerings, which include medication verification and dispensing technology IdentRx, and will-call solution scripClip, work to reduce dispensing errors in pharmacy. 
 

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FDA approves Aurobindo’s Micardis HCT generic

BY David Salazar
SILVER SPRING, Md. — The Food and Drug Administration has approved Aurobindo’s generic of Micardis HCT (telmisartan and hydrochlorothiazide) tablets, the company announced Friday. 
 
The drug is indicated to treat hypertension and had a market size of $81.9 million for the 12 months ended November 2016, according to QuintilesIMS data.  
 
Aurobindo’s generic will be available in dosage strengths of 40 mg telmistartan/12.5 mg hydrochlorothiazide, 80 mg telmisartan/12.5 mg hydrochlorothiazide and 8- mg telmisartan/25 mg hydrochlorothiazide. 
 

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