Pharmaceutical Research and Manufacturers of America (PhRMA)
Mobilizing a national campaign to expand patient access to prescription medicines
Situation Summary
Situation Summary
The Pharmaceutical Research and Manufacturers of America (PhRMA) sought to highlight the availability of assistance programs designed to help uninsured and underinsured Americans access prescription medicines. Despite hundreds of patient support initiatives offered by member companies, public awareness remained limited, and the policy debate around drug pricing was intensifying.
PhRMA needed a disciplined, nationwide communications strategy that would elevate patient stories, drive earned media coverage, and reframe the conversation around access and affordability at the local level.
Qorvis Solution
Qorvis Solution
Qorvis supported the launch and execution of a nationwide bus tour to generate local media engagement in key markets across the country. The tour highlighted patient assistance programs and connected community stakeholders with information about free or low-cost prescription options.
Using our in-house media training expertise, Qorvis prepared PhRMA executives and spokespeople with focused messaging to ensure consistent, persuasive delivery across broadcast, print, and digital outlets.
The strategy combined event activation, targeted media outreach, and message discipline to ensure local coverage translated into national visibility. Following the initial phase of the campaign, PhRMA expanded Qorvis’s mandate to provide broader nationwide communications support.
“In choosing our consulting team, we looked at innovative agencies that understand how to win and are not stuck in the ways of the past. What we like most about Qorvis is their broad-based, results-oriented campaign approach to tackling complex public policy debates. They’ve assembled a first-rate team.” – Ken Johnson, Senior Vice President, PhRMA
The bus tour generated millions of local media impressions across multiple states and significantly increased visibility for patient assistance programs. Traffic to the PhRMA website more than tripled during the campaign period. The initiative repositioned the patient access conversation amid heightened scrutiny and demonstrated the impact of sustained, community-focused public affairs engagement.