• Ad Age, Friday, August 14, 2009 10:32 AM

The Pharmaceutical Research and Manufacturers of America will reportedly spend $150 million on a campaign this summer that will "try and bring health-care reform across the finish line," according to PhRMA svp Ken Johnson. The lobbying group will buy broadcast spots in 12 key states, as well as a national cable buy and radio and print executions.

Traditionally PhRMA has been pro-Republican, writes Rich Thomaselli, but drug makers are in favor of reform for two reasons. Coverage for about 45 million additional Americans likely will mean an increase in prescription-drug sales. Also, pharmaceutical companies have a loose agreement to pick up $80 billion -- but no more -- of the estimated $1 trillion cost of health-care reform in the next 10 years.

The campaign makes business sense, says Mike Guarini, president of health-care agency MRG Management Services. "I think the industry saw that a different tack was needed given the changes in the marketplace combined with a very negative perception of the industry."

Read the whole story at Ad Age »