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Pharmaceutical Research and Manufacturers of America

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In 2003, America’s pharmaceutical companies were under fire from politicians from both sides of the aisle over rising drug prices. The Pharmaceutical Research and Manufacturers of America turned to Navigators for an integrated communications campaign to defeat legislative efforts that would allow the re-importation of Canadian drugs and would make it easier for generic drug makers to infringe upon the intellectual property rights of research-based pharmaceutical companies.

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Navigators developed an aggressive Beltway advertising campaign that focused on the negative impact that the re-importation and generic drug legislation would have on the research and development of new cures and the safety of existing prescription medicines. Our campaign put the focus on patients and how they benefit from the lifesaving research conducted by America’s pharmaceutical companies, while establishing a political price for supporting legislation that would result in steep cutbacks in R&D spending.

No on Measure B integrated a robust direct mail program supported by paid television and newspaper advertising, a coordinated grassroots letter to the editor and op-ed program, a continuous paid telephone canvass operation, absentee ballot program and an intensive get-out-the-vote operation during the last three days of the election.

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Our campaign succeeded in keeping the re-importation and generic drug provisions out of the Medicare Rx drug bill that was signed into law by President Bush in 2003.