Pharmaceutical Research and Manufacturers of America recently unveiled the latest salvo in its public relations campaign against critics who contend the industry is profiting by drastically increasing drug prices.

The new "Let's Talk About Cost" campaign seeks to address questions consumers may have about prescription drug prices, largely by laying the blame for rising costs on chronic disease and insurers. The group also claims that growth in spending on medicine slowed to its lowest level in years in 2016.

"While biopharmaceutical companies set the list price for a brand medicine, more than a third is rebated back to payers and other middlemen in the supply chain" PhRMA answered in response to a hypothetical question about who pays for medicine. "Ultimately, your health insurer determines what you pay for your medicine out of pocket."

The new campaign kicked off July 12 and will run through the year with ads in print, radio, digital and social media channels. The ad run is part of a larger effort by PhRMA to salvage the reputation of the pharmaceutical industry after a series of controversies about rising drug prices. The group launched the "Go Boldly" campaign in January to highlight what it said were the tremendous health benefits the industry has provided to consumers. http://onphr.ma/2uveiiW

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