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Image Problems Could Relegate Industry To Supporting Role In Medicare PR

This article was originally published in The Pink Sheet Daily

Executive Summary

The responsibility for a Medicare drug benefit public relations campaign falls on CMS' shoulders, Schering-Plough VP Atkins says. Rx industry can play a supporting role but "I'm not sure beneficiaries are inclined to take our word for it," exec says. PhRMA is expected to launch its own nationwide PR image campaign in the second quarter.
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