--- title: "PhRMA Beefs Up Messaging With Large-Scale Campaign" id: "36615" type: "post" slug: "phrma-beefs-up-messaging-with-large-scale-campaign" published_at: "2017-01-25T21:52:47+00:00" modified_at: "2026-03-16T18:25:52+00:00" url: "https://associationsnow.com/2017/01/25/phrma-beefs-up-messaging-with-large-scale-campaign/" markdown_url: "https://associationsnow.com/2017/01/25/phrma-beefs-up-messaging-with-large-scale-campaign.md" excerpt: "Having faced public criticism in recent years over drug prices and other controversies, PhRMA is hoping to recalibrate the industry’s place in the healthcare discussion with a broad-scale advertising campaign." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AI" - "AssociationsNow" - "Business" - "pharmaceuticals" - "public health" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" taxonomy_persona: - "Executive Leadership" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » PhRMA Beefs Up Messaging With Large-Scale Campaign The Pharmaceutical Research and Manufacturers of America is getting bold with its latest marketing endeavor. On Tuesday, PhRMA announced its latest campaign, titled Go Boldly (or, as they’ve styled it, GO**BOLDLY**), with the goal of highlighting the good work that the industry’s rank and file do to help solve challenging diseases. The multiyear ad campaign will be driven by commercials with inspirational messages (the first one, above, features a poem by Dylan Thomas) and include multiple online components. [GoBoldly.com (opens in a new tab)](http://goboldly.com) will offer more information on the subjects discussed in the commercials, and [Innovation.org (opens in a new tab)](https://innovation.org/) will highlight more in-depth news about the industry’s work. “Thanks to the tireless work of biopharmaceutical researchers and scientists, we have entered a new era of medicine that is transforming the way we prevent and treat disease, [PhRMA President and CEO Stephen J. Ubl said in a news release (opens in a new tab)](http://www.phrma.org/press-release/america-s-biopharmaceutical-companies-launch-groundbreaking-multi-year-initiative-heralding-new-era-of-medicine) . “This campaign spotlights their perseverance and unwavering commitment to American patients for whom we all work.” The campaign, which takes a stronger tack [than a previous effort](http://associationsnow.com/2016/02/phrma-tries-new-approach-pricing-problem-consumer-appeals/) a year ago, comes at a time when negative press has been a challenge for the pharmaceutical space. Scandals of the last two years over high prices involving [EpiPens](http://associationsnow.com/2016/08/school-nursing-group-helps-members-navigate-epipen-price-increase/) and [rogue former pharmaceutical executive Martin Shkreli](http://associationsnow.com/2015/09/drug-industry-groups-cut-ties-with-controversial-turing-pharmaceuticals/) , who is [currently facing criminal charges (opens in a new tab)](http://www.cnbc.com/2016/06/03/martin-shkreli-hit-with-additional-charge-in-fraud-case.html) , have put the industry group in a defensive posture at times. ([In comments on CNBC (opens in a new tab)](http://video.cnbc.com/gallery/?video=3000586636) , Ubl said one goal of the campaign is to distance the industry from figures like Shkreli, referring to him as “some guy in a hoodie.”) And, as *Fortune* notes, President Donald Trump [has criticized the industry (opens in a new tab)](http://fortune.com/2017/01/13/trump-drug-prices-death-panels/) at times. The Go Boldly campaign will include three public affairs initiatives focusing on advancements in science, value-driven healthcare, and public health. These efforts will kick off in February and March, according to the PhRMA statement. (YouTube screenshot) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#AI](https://associationsnow.com/tag/ai/) [#Business](https://associationsnow.com/tag/business/) [#pharmaceuticals](https://associationsnow.com/tag/pharmaceuticals/) [#public health](https://associationsnow.com/tag/public-health/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [PodcastAssociations NOW Presents: More Than Marketing: The Power of Strategic CommunicationsJuly 30, 2026](https://associationsnow.com/2026/07/30/associations-now-presents-more-than-marketing-the-power-of-strategic-communications/) - [Video2026 Summit Awards DinnerOctober 2, 2026](https://associationsnow.com/2026/10/02/2026-summit-awards-dinner/) - [VideoAmerican Geophysical Union: Standing Up for Science: AGU’s Year of Action for Scientists and SocietySeptember 24, 2026](https://associationsnow.com/2026/09/24/american-geophysical-union-standing-up-for-science-agus-year-of-action-for-scientists-and-society/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2017%2F01%2F25%2Fphrma-beefs-up-messaging-with-large-scale-campaign%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !