The 2017 policy environment is shaping up to be a potentially turbulent one, and now is the time to have the critical and necessary conversation about how to promote and sustain medical innovation.

That’s one reason why, earlier today, our U.S. trade association, the Pharmaceutical Research and Manufacturers of America, or PhRMA, launched a multi-year, national advertising and public affairs campaign designed to take back the narrative on our industry’s historic and critical role in driving innovation on behalf of America’s patients.

As you will see in the initial television ad, “Go Boldly,” this U.S. campaign shifts the focus to our greatest assets – our scientists – and will, over the course of the year, break through the misinformed rhetoric to describe in vivid detail what our investment and perseverance really mean to the American people.

To deepen the reach of the campaign, a comprehensive public affairs program of thought leadership events and educational summits will fan out across more than a dozen states, establishing forums where our leaders can tell our industry’s story.

The campaign will focus on:

• Highlighting Bold Scientific Advances – We live in a new era of medicine, and our scientists are keen to share their work and engage others in a conversation about how to continue the remarkable progress that is taking place.
• Finding New Ways to Pay for Medicines – Medicines are the best, and only, hope for treating and curing the most devastating diseases. At the same time, we need to evolve our system to pay for medicines based on their value to patients, the health care system and society.
• Forging Common Cause with Public Health Leaders – We will engage with members of the public health community around common cause to demonstrate the industry’s public health leadership through public education and in convening conversations with allies and influencers while spearheading proactive policy solutions.

Boehringer Ingelheim is committed to continued progress and innovation and as such, we actively contributed to the development of this campaign. As we enter the new era of medicine, we seek to promote a better, national understanding of the scientific progress that we make, and our commitment to work with all stakeholders to make the health care system better and more responsive to the needs of patients.

The future of American health care is not realized without us, and this campaign signals that industry is taking back its leadership role in the conversation.

To view more of the ongoing #GoBoldly campaign, visit GoBoldly.com and Innovation.org. We will be featuring #GoBoldly content on our BI Facebook, Twitter & LinkedIn channels so we encourage you to Like, Comment, Retweet & Share with your own personal social networks.