“The New PhRMA:” Education, Communication Are Cornerstones, Tauzin Says

The Pharmaceutical Research & Manufacturers of America will become a resource to support communications efforts by member companies as part of an expanded mission, PhRMA CEO Billy Tauzin told the trade association March 18 in Washington, D.C.

"PhRMA must and will become an important asset in the member companies' efforts to communicate to Americans that we are firmly and irrevocably on the side of American patients in all that we do," Tauzin said.

The association now defines its mission as having three components, Tauzin said: advocacy, which has been the cornerstone for the past decade, will now be supported by education and communication.

"We have a window of opportunity now to tell our story, to do the right things, to rescue and restore our reputation, and to rebuild America's faith and trust in our industry, which is all about making miracles happen and dispensing hope and optimism in a world grown weary of disease," Tauzin said.

A "Profound Challenge"

"We accept the profound challenge to do nothing less than to rescue and restore the reputation of our companies once regarded by Americans as national treasures," he said.

Tauzin joined PhRMA Jan. 3 after retiring from Congress. His clearly defined first priority was to enhance PhRMA's communications effort (¹ , p. 3).

The potential for PhRMA to serve as a "resource" for its members was on display during the annual meeting.

First, PhRMA convened a members-only "messaging" session, featuring two former Clinton Administration press secretaries and other communications experts to offer a frank analysis of the perceptions of the industry (² (Also see "PhRMA Readies “Access & Affordability” Campaign; PR Overhaul Complete" - Pink Sheet, 14 Mar, 2005.), p. 3).

During the open portions of the meeting, PhRMA heard from talk show hosts Larry King and Montel Williams - and their presentations prompted Lilly and Amylin to make tentative arrangements to appear on their programs (see ³ (Also see "PR Advice To PhRMA: More Communication And Communicate With Moore" - Pink Sheet, 28 Mar, 2005.)).

Tauzin used his first annual meeting as CEO of PhRMA to declare a break with the past, titling his speech: "Welcome to the new PhRMA."

Beyond the obvious change in the leadership of the staff, and an expanded sense of mission, Tauzin declared that the association is undergoing a subtler but more profound transformation.

PhRMA Reclaims Its "Soul"

"PhRMA is finding its soul again," Tauzin declared. "You won't notice the change, just walking through the offices. Or even in the faces of men and women who work there every day," Tauzin said. "But there are big changes afoot at PhRMA."

"If you listen carefully, you will hear it in the upbeat rhythm of the place; you will feel it in the air. There is something different going on, perhaps best expressed by one of our nurse employees, who rode the elevator with me one day last month, and who told me: 'You know, Billy, I had forgotten why I came to work here. You reminded me again, and now I'm excited to come to work each day.'"

"It is all about remembering that we work on behalf of people who every day save and extend human life, who every day work to end the misery of human suffering, and who more than anyone else, give hope to those who wait impatiently for the discovery of the next generation of miracle medicines, critical to the life of someone they love," Tauzin said.

As a starting point, PhRMA is undergoing "a deep gut check," Tauzin said.

Advocacy Still A Strength

The association "does some things very well," he said. "Our member companies put a lot of resources into our trade association, and not just monetary resources. I have been truly impressed by the personal level of commitment that our CEOs and officers have in our association. This is a resource not available to other trade associations, and one I have already come to cherish."

The memberships' investment is well rewarded, Tauzin said, simply by PhRMA's ability to advance policy objects on the state, federal and international levels. "In many cases, like bread cast on the waters, the benefits of beating back just one bad policy is sometimes worth many times the total contributions you place here in PhRMA."

"PhRMA has won some amazing victories for you and for the patients we all serve," Tauzin said.

He then pointed to a strength of the association's advocacy effort that resonates on Capitol Hill: PhRMA "has never forgotten its friends and allies," he said. "Not a single supporter of our policy objectives has lost his or her position because they have agreed with us and supported our causes."

However, Tauzin said, there are challenges ahead. "For PhRMA to continue to advocate well for our members, we must begin now to change the environment in which we work."

"If our industry continues to suffer a weakened public image, sooner or later we will begin to lose critical battles. Sooner or later we will have fewer friends and allies, and sooner than later, the goals we share of innovation and discovery will suffer."

A Common Enemy

"For PhRMA to continue to advocate well for our members, we must begin to correct the misconceptions and outright fraudulent views that have been created about our work."

Tauzin highlighted several common misconceptions, including "it takes only 3-5 years to bring a new medication to market"; "clinical trials involve 400 or 500 people"; "not all of the clinical trial information is shared with FDA in the approval process"; "drugs are unsafe if they have any side effects"; and "no post-marketing surveillance now occurs."

"We realize what a massive education job we have before us," Tauzin said. "We have not told our story well enough or often enough to the people who need to hear it the most - the patients we serve."

"A properly informed America I believe, and I have come to trust, will do the right thing. Bringing them the facts - the whole accurate truth - is also the right thing to do."

"We will continue to build strong and enduring alliances for those causes," Tauzin pledged.

"Let the word go forth. PhRMA has no enemies but one: disease." He pledged to "work with and along side anyone or any group or organizations that believe in a great American health care system, that inspires innovation and discovery and that respects patient choices and options."

However, Tauzin added, "we will not tolerate cheap shots from anyone. Nor will we tolerate those who believe they can profit from our current discomforts. We will be as forceful in our defense as we are in the defense of the causes for which we fight."

Personal Witness Theme

While Tauzin's speech implies a contrast with the tenure of his predecessor as CEO, Alan Holmer, one theme that will apparently carry over is the reference to a direct personal impact of the industry.

Holmer frequently discussed his children's cystic fibrosis, his gratitude for their prolonged life expectancy and his hope for further advances in CF research. Tauzin concluded his speech with a personal account of his battle with cancer, and the role of pharmaceuticals in his recovery.

"Just a year ago today, I was awaking from extensive cancer surgery and beginning a year long series of chemotherapy and radiation. I had received the last sacrament of my church, and I was prepared to say good-bye to everyone I care about in life," Tauzin said.

"But a medicine only recently approved by FDA was offered to me. It was risky, I was told, but my doctor and caregiver and I made the right choice. No bureaucrat was in that room - just the three of us. But with us in spirit were the men and women of one of our companies who had put in the long years of research and testing and development to bring this new medicine to market."

Thanks To Roche (And Genentech)

Tauzin noted that he went to visit Roche in Nutley, N.J. and "I had the privilege of personally thanking them for my life."

Tauzin visited Roche Feb. 11 to talk to employees about his perspective on the industry image, his priorities for PhRMA, and what Roche can do to help.

Tauzin received Roche's oral chemotherapy agent Xeloda and Genentech's recently approved biologic Avastin as part of his therapy. Roche is the majority owner of Genentech; Genentech itself is no longer a PhRMA member.