Called ‘the value of medicines’, the campaign will also incorporate a media relations effort aimed at the public.
The move comes as the industry gears up for the start of a fresh Pharmaceutical Price Regulation Scheme this October. The scheme, which is up for review this year, is the agreement between the industry and the Department of Health about how much firms can charge for supplying medicine to the NHS.
The ABPI has hired APCO UK to execute the campaign, which will report to PA director Ben Hayes.
Agency director and healthcare head Tamsin Richmond-Watson, who leads the account alongside senior consultant Claire Cater, said that strategy was now being hammered out but it was too early to give details.
The ABPI was last week embroiled in the debate surrounding animal rights following a decision by Cambridge University to abandon plans for a primate facility due to the high cost of security. The body is calling for tougher legislation to deal with ‘animal extremists’.
APCO has hired GCTV senior vice-president Siobhan Aalders as director of corporate media relations.