Drug industry wants better image with doctors, patients

The new PhRMA leader pledges more responsible direct-to-consumer advertising.

By David Glendinning, AMNews staff. May 23/30, 2005.

Washington -- Billy Tauzin admits that he has his work cut out for him when it comes to redeeming the brand-name pharmaceutical industry's image among physicians and consumers.

"What we're attempting to do is not only lead our association to do some things that I think are critically important to restore our respect and integrity ... but you'll also see us working to lead the industry to make changes in terms of the way it does its business in this country and around the world," said Tauzin, who has been heading the Pharmaceutical Research and Manufacturers of America since the beginning of the year.

The former Republican lawmaker from Louisiana, who served for more than two decades in Congress, acknowledged the level of pressure that the drug lobby faces. Critics assert that the firms charge exorbitant prices that generate billion-dollar profits while shielding potentially negative drug safety and efficacy information.

Tauzin discussed his plans for changing this perception during his first sit-down with reporters since becoming CEO at PhRMA. Strengthening relations with doctors will require drug firms to be more open in providing useful clinical data to physicians, not just marketing information designed to sell products, he said.

"Physicians tell us they want to spend more time with their patients, not filling out forms and constantly meeting with salesmen," he said. "They want as much information as they can get about our products the fastest ... and the most accurate way we can get it to them."