The drug industry’s major lobbying group, the Pharmaceutical Research and Manufacturers of America, recently launched a powerful image campaign anchored by a stunning television commercial. As you probably know, the industry took a PR beating during the presidential campaign and now President Trump has taken aim at them. The new campaign, dubbed “GoBoldly,” is designed to elevate the industry in our hearts and minds. They have very effectively appropriated the work of one of my favorite poets, Dylan Thomas, to position biopharma companies as explorers, pioneers and risk-takers – “finding the unfindable.”
I’ve embedded the first TV commercial below. Enjoy! And then keep reading below.
“(This is the narrative accompanies the video on their YouTube channel.) Finding lifesaving medicines is a life’s work – the work of 140,000 researchers who never say never. As well as the millions of patients who fight side by side with researchers in the battle for life, against whatever odds they face together. Now is the time to put the accelerator to the floor. The best is yet to come – like advancements in personalized medicine and immunotherapy – and it’s coming faster than we can imagine. Welcome to the future of medicine. Where disease is no match for tenacity. No match for ingenuity. Where together, we go boldly.”
The microsite for the campaign is GoBoldly.com. It’s worth visiting. They share patient stories and celebrate advancements in medicine made possible by America’s biopharmaceutical companies. In my opinion, it is well conceived and well executed.