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Healthy Skepticism Library item: 17005

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: news

Coalition for a Competitive Pharmaceutical Market Runs Ads Stating Congress Is Giving 'Greatest Holiday Gift of All to Brand Pharmaceutical Companies'
Pharmalive 2009 Dec 17
http://pharmalive.com/news/index.cfm?articleID=674501


Abstract:

Urges the President to Tell Congress to Fix the Bill


Full text:

Beginning Thursday, December 17th, the Coalition for a Competitive Pharmaceutical Market (CCPM) will launch a print and electronic ad campaign inside-the-Beltway and in select states charging that, during this holiday season, Congress is giving the “greatest holiday gift of all to brand pharmaceutical companies” by putting brand company profits before patients. The ads urge the President to tell Congress to fix the health care bills that currently restrict access to safe, effective and affordable generic and biogeneric medicines.

“We all want to see health care reform, but real reform means increased access to affordable medicines and reductions in cost. With generic medicines saving the health care system one billion dollars every three days, Congress should be increasing, not decreasing, access to affordable generic and biogeneric medicines,” said Katie Huffard, executive director of the Coalition for a Competitive Pharmaceutical Market. “President Obama has expressed strong support for generic medicines and has favored a seven-year market exclusivity provision for biogenerics. We urge the President to tell Congress that to reduce health care costs while increasing access to quality care, lawmakers must fix health care reform legislation.”

The following are texts of the TV, radio, print and banner ads from CCPM: http://myhomefront.tv/clients/ccpm/advertisements.html

CCPM is an organization of large national employers, health plans, pharmacy benefit managers, chain pharmacies, generic drug manufacturers, biopharmaceutical manufacturers and others committed to improving consumer access to high quality, affordable generic medicines and promoting a vigorous, competitive prescription drug market.

CCPM supports public policies that facilitate timely access to affordable pharmaceuticals. Visit www.BiogenericsGetTheFacts.org for more information and a list of CCPM members.

GPhA Urges the White House and Congress to Heed Message of CCPM Health Care Reform Ad Campaign

The following is a statement from Kathleen Jaeger, President and CEO of the Generic Pharmaceutical Association (GPhA), on the new health care reform ad campaign from the Coalition for a Competitive Pharmaceutical Market (CCPM):

“During this holiday season, Congress is taking the phrase ‘it is better to give than receive’ very seriously when it comes to appeasing the brand drug companies. GPhA joins CCPM in calling upon President Obama to tell Congress that health care reform legislation must put patients before brand company profits.

“Currently, the health care reform bill is a treasure trove for brand pharmaceutical companies. It not only delays patient access to lifesaving biogeneric medicines, it encourages older Americans to use more costly brand drugs in the Medicare program. Meanwhile, generic medicines are saving our health care system one billion dollars every three days – $121 billion in 2008 alone. Moreover, a growing number of Americans are turning to safe and effective generic medicines to save money during these difficult economic times without compromising quality care. With generics, you get the same medicines as brand name drugs, but at much more affordable costs. Congress should be working to increase access to generic medicines, not restricting access.

“The generic pharmaceutical industry supports health care reform, but reform that puts patients, not brand company profits, come first. Our industry works every day to ensure that Americans are able to get the care they need at prices they can afford. We applaud the President for his strong support of generic medicines and his statements in favor of getting biogeneric medicines to patients sooner rather than later. Now, we need action from the President and Congress to fix this bill and ensure patient needs are a priority.”

GPhA represents the manufacturers and distributors of finished generic pharmaceuticals, manufacturers and distributors of bulk active pharmaceutical chemicals, and suppliers of other goods and services to the generic drug industry. Generics represent 72% of the total prescriptions dispensed in the United States, but only 17% of all dollars spent on prescription drugs. For more information about the industry, visit www.gphaonline.org.

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963