1990 Annual Report

PIA 'S AD I ER TISINVG MESSA GES' FEA T RE LNYO A TIJON,
COS T-EFFEC TI EXESS
PMA's "inside-the-beltway" advertising program continued to focus on the value of pharmaceutical
industry research and development.
In 1990, the ads will focus more on the cost and cost-effectiveness of medicines. A recent ad
demonstrated that the average U.S. worker spent less time working to pay for a prescription in 1988 than
in 1967. Other messages will depict the role of prescription drugs in containing health-care costs.
The "Innovation in Medicines" series appeared in the Washington Post, Congressional Quarterly,
National Journal, and Roll Call. This year, the series also appears in State Legislatures magazine and
State Government News.
The objective of the program, begun in January 1989, is to acquaint health-care policymakers
in Washington (and state capitals) with the extent of pharmaceutical industry research and development
and the benefits of medicines. These "policymakers" include Members of Congress and their staffs, government executives, state legislators, interest groups and policy consultants.

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