PhRMA, the biopharma trade association, launches "GoBoldly" ad campaign to address price criticisms

Tom Paine

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PhRMA, the trade association and lobbyist representing biopharmaceutical companies, unveiled a new ad campaign in late January aimed at counteracting criticisms of rising drug costs, especially for specialty pharmaceuticals.


PhRMA officials said they would spend in the high tens of millions of dollars every year for the next four to five years, which adds up to considerable money, to help rehabilitate the industry's image in the wake of some well-publicized price hike incidents, such as the one involving Mylan's EpiPen.

The campaign, branded “GoBoldly,” features in its first ad a voiceover of Dylan Thomas' famous poem, "Do not go gentle into that good night." I had mixed feelings about having one of my favorite poems used in this way, but must admit it was rather effective. I definitely preferred, however, listening to an old, scratchy vinyl recording of Thomas reading it himself when I was in college.

The campaign was created by WPP's health and wellness group.