GSK Push Tells of Research, Investments

NEW YORK GlaxoSmithKline this week breaks a multi-media corporate ad campaign designed to highlight the company’s “investment in pharmaceutical research and development, and publicizes its senior savings program.”

The ads, via Publicis Dallas, will run nationally on both network and cable TV through 2004 and in various national print publications.

“Scientist” shows Dr. Eliot Ohlstein, head of the GSK’s Center of Excellence for Drug Discovery, Cardiovascular & Urogenital Diseases, talking about of the challenges and rewards of a career in pharmaceutical research. The message of the ad is that “discovery of breakthrough medicines is expensive, but the results are priceless,” per the Philadelphia-based company. The ad concludes: “Today’s medicines finance tomorrow’s miracles.”

A second ad reminds the public that GSK is helping qualified seniors get savings on their GSK medicines through the company’s Orange Card program, a savings card for Medicare-eligible seniors and the disabled initiated in 2001.

“Many Americans still think that the government or universities discover and develop the majority of medicines we take,” Christopher Viehbacher, president of GlaxoSmithKline Pharmaceuticals U.S., said in a statement. “In reality, we depend on the pharmaceutical industry to bring us the medicines that improve our health and quality of life.”

—Brandweek staff report