Subscribe to Newsletter
Business & Regulation Business Practice, Trends & Forecasts

Do Not Go Gentle Into That Good Night

In the last issue of The Medicine Maker, I noted the urgent need for the pharma industry to win back trust and restore its public image. The task also seems to be high on the agenda of Pharmaceutical Research and Manufacturers of America (PhRMA) – at the end of January, it unveiled a substantial advertising campaign called “GoBoldly”.

The campaign aims to “salute the sheer will and tenacity of patients and scientists fighting against disease every day” – and PhRMA’s first television advertisement is a worthy effort. The ad has clocked up thousands of views on YouTube, and I highly recommend taking a look: It boasts a movie-trailer feel, and features a voiceover of Dylan Thomas’ poem “Do Not Go Gentle Into That Good Night” as well as a stunning piece of music (Solarium by Jonathan B Buchanan). It taps into the human element of drug development – the tireless dedication of scientists who work long hours to prevent patients from slipping into that “good night”.

The campaign’s dedicated website – – includes information about personalized medicines, immunotherapy and genomics, as well as personal stories from patients. PhRMA also intends to convene events across the US to discuss how the current healthcare system can be made to be more responsive to the needs of patients.

Meanwhile in the UK, the Association of the British Pharmaceutical Industry (ABPI) also wants to showcase the industry’s good side. And though not quite as dramatic as PhRMA’s trailer, the ABPI has created a three-minute film called “Only Just Begun” ( that celebrates the past and present of drug development in the UK with a mixture of historic and present-day imagery. The ABPI has also created a range of online content that aims to demonstrate the value of medicines and vaccines, as well as the pharmaceutical sector’s worth to the UK economy.

Comments on YouTube suggest that PhRMA’s campaign, in particular, has been very well received. It’s a shame then that those efforts have been overshadowed by the media storm around Marathon Pharmaceuticals’ pricing of a drug for Duchenne muscular dystrophy. For scientists with an “indomitable will” to cure, how frustrating it must be to watch their industry being tainted by yet another apparent example of corporate greed.

The Medicine Maker remains steadfast in its original mission: to celebrate the best of pharma but also to scrutinize the bad – and we’re always open to articles that explore either side of the coin.

Stephanie Sutton

Receive content, products, events as well as relevant industry updates from The Medicine Maker and its sponsors.
Stay up to date with our other newsletters and sponsors information, tailored specifically to the fields you are interested in

When you click “Subscribe” we will email you a link, which you must click to verify the email address above and activate your subscription. If you do not receive this email, please contact us at [email protected].
If you wish to unsubscribe, you can update your preferences at any point.

About the Author
Stephanie Vine

Making great scientific magazines isn’t just about delivering knowledge and high quality content; it’s also about packaging these in the right words to ensure that someone is truly inspired by a topic. My passion is ensuring that our authors’ expertise is presented as a seamless and enjoyable reading experience, whether in print, in digital or on social media. I’ve spent fourteen years writing and editing features for scientific and manufacturing publications, and in making this content engaging and accessible without sacrificing its scientific integrity. There is nothing better than a magazine with great content that feels great to read.

Register to The Medicine Maker

Register to access our FREE online portfolio, request the magazine in print and manage your preferences.

You will benefit from:
  • Unlimited access to ALL articles
  • News, interviews & opinions from leading industry experts
  • Receive print (and PDF) copies of The Medicine Maker magazine