Numerous people with knowledge of PhRMA’s plans said they had been told it would likely reach $150 million and perhaps $200 million. They spoke on condition of anonymity, saying they were not authorized to divulge details.
Additionally, the industry is the major contributor to Healthy Economy Now, which recently completed a $12 million round of advertising nationally and in several states. The ads were made by companies with close ties to Democrats and the White House and generally reflected the administration’s changing rhetoric on health care.
In an interview, Ken Johnson, senior vice president of PhRMA, said, “We will have a significant presence over the August recess, both on television and newspapers and on radio, but we have not finalized details for our fall campaign.”
Independent calculations show Healthy Economy Now has spent about $12 million on three ads that ran nationally and in 17 states and the District of Columbia.
The messages meshed with the White House’s changing rhetoric. An ad that began in mid-June said patients would be able to choose their own doctors. Another, launched in mid-July, focused on consumer protections, including a ban on insurance companies denying coverage due to pre-existing medical conditions.
To make the ads, the group hired GMMB, a political consulting and advocacy advertising firm with close ties to the White House and Senate Democrats, as well as AKPD, top White House strategist David Axelrod’s former firm.