1990 Annual Report

PERCENTAGE OF EUROPEAN COMMUNITY
PHARMACEUTICAL MARKET
BY PHARMACEUTICAL MARKET In Europe, PMA has been concentrating
Bon the European Community's historic move
Total toward completion of an internal market by 1992.
EC Pharmaceutical
Market The industry was pleased with the one key Direc$34 Billion
tive that has been issued and that affects pharmaceutical companies the Transparency Direc$9Blliontive and now is focusing on such issues as
(27%) patent-term restoration, advertising regulations and
Affiliates Of PMA's product registration. It is unclear how these matAmerican Companies ters will be resolved, but one thing is absolutely
clear: it will be a whole new situation in Europe
when the European Community becomes the world's largest free market.
Mass communications, including new books, made an enormous impact during the past
decade. Such works as Motherhood: The Second Oldest Profession, All I Really Need to Know
I Learned in Kindergarten and Elvis and Me were all best sellers. And television captured the
unforgettable images of the decade.: the Challenger explosion,; the student protests in Tiananmen
Square,; the San Francisco earthquake,; and Manuel Noriega brandishing a machete and
declaring a state of war with the US. before surrendering to authorities.
The industry-finally caught on and
PMA MEDIA INQUIRIES began to use modern communications to reach
ooo out and influence people. As a result of the Com2500 munications Enhancement Program initiated by
2500
the Board of Directors, the industry now has a
2000 multi-faceted program that is highly sophisticated
ieo and effective. It includes a strong media outreach
effort to television and newspapers throughout the
1000 country; a Washington advertising campaign; a
soo program to strengthen company communications...... on the issues; a grassroots advocacy effort; and
1987 1988 1989 1990
*Projected a coalition-building program. The industry learned
to communicate effectively with its friends and to
respond forcefully to its critics. And it also developed the capacity to mobilize its resources and its allies
on key state and federal issues.
While the research-based pharmaceutical industry has made great progress during the past decade,
it faces even greater challenges during the final decade of the twentieth century. The most pressing challenge-at home and abroad comes from the mounting pressure to contain rising health-care costs.
The industry will be making the case that drugs are part of the solution to mounting health-care costs
because they are the most cost-effective form of medical care reducing the need for alternative, more
expensive treatment such as hospitalization and surgery. New drugs not only save lives, relieve suffering
and enhance the quality of life-they save money in the process. This is a key message in these costconscious times a message that the research-based pharmaceutical industry will be emphasizing
throughout the 1990s.

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