GlaxoSmithKline launches national corporate ad campaign

Monitor this Company

GlaxoSmithKline launches national corporate ad campaign

Philadelphia, PA, March 15, 2004 - GlaxoSmithKline [NYSE: GSK] today launched a corporate ad campaign that highlights the company's investment in pharmaceutical research and development, and publicizes its senior savings program. The ads will run nationally in television and print media beginning March 15th, 2004.

GSK initiated the advertising program to help educate the public about where medicines come from and the investment required to discover and develop those medicines. A second company ad reminds the public that GSK is helping qualified seniors get savings on their GSK medicines through the company's Orange Card program. GSK was the first pharmaceutical company to announce a savings card for Medicare-eligible seniors and the disabled in 2001.

"Many Americans still think that the government or universities discover and develop the majority of medicines we take. In reality, we depend on the pharmaceutical industry to bring us the medicines that improve our health and quality of life," said Christopher Viehbacher, President of GlaxoSmithKline Pharmaceuticals US. "Ninety-one percent of the top selling medicines available were developed by pharmaceutical companies, but bringing just one of those medicines to patients costs as much or more than a space shuttle mission. And it's the medicines we buy today at the pharmacy that are financing tomorrow's discoveries."

GSK's "Scientist" ad features Dr. Eliot Ohlstein, head of the company's Center of Excellence for Drug Discovery, Cardiovascular & Urogenital Diseases. Dr. Ohlstein speaks 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. The ad concludes: "Today's medicines finance tomorrow's miracles."

Viehbacher said: "GlaxoSmithKline's 15,000 R&D staff dedicate their careers to discovering and developing new medicines that save lives, prolong life, and enable people to live their lives more fully. With the "Scientist" ad, we want to remind people how difficult that discovery effort is, and how important those discoveries are to their lives."

Recognizing that some patients needed help in paying for their medicines, GSK launched the "Orange Card" for Medicare-eligible seniors and the disabled. The "Orange Card" is the subject of the second GSK ad, which describes the company's savings card, and provides information on how eligible seniors and the disabled can apply. The Orange Card is designed so participants will realize average savings of 30% off the usual price they pay for outpatient GSK medicines. In some cases, savings could be 40% or greater depending on the pharmacy's usual and customary price for the prescribed GSK medicine.

"We believe these are important messages, and the best way to take those messages to patients is directly through advertising," Viehbacher said.

The ads will run nationally through the remainder of 2004, and will be seen on both network and cable television, as well as major print media.

The ads were created by Publicis Dallas, part of Publicis U.S.A., a unit of Publicis Worldwide and the Paris-based Publicis Groupe S.A. [NYSE:PUB], the world's fourth-largest communications company. With worldwide revenues of $4.8 billion, it is the fastest-growing communications company in the world.

GlaxoSmithKline - one of the world's leading research-based pharmaceutical and healthcare companies - is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For more information about the company or GSK products, visit

Editor's Note:

Orange Card Background:
GlaxoSmithKline announced creation of the Orange Card in October 2001 to help address a critical gap in prescription drug coverage. The program launched in January 2002. Participating pharmacies charge Orange Card holders no more than a negotiated price for outpatient GSK prescription drugs. Because of variations in pharmacy prices, actual savings to Orange Card participants on each prescription will vary. However, GSK expects Orange Card participants to realize out of pocket savings ranging from 20% up to 40% of the price individuals without drug coverage would usually pay their pharmacies for GSK medicines. Actual savings will vary depending on your pharmacy's customary pricing for your specific GSK medicine. GSK offers Orange Card participants direct savings on their outpatient GSK prescription medicines equal to 25% of our wholesale list price. See application for important details and limitations.

The Orange Card is free, and can be obtained by filling out a simple, one-page application form. Applications are available from physicians, or by calling a toll-free number: 1-888-ORANGE6. Seniors simply present the card with their prescription to their pharmacist to receive the savings on GSK outpatient prescription medicines.

All GlaxoSmithKline outpatient products are included in the program. This list includes Advair ® (fluticasone propionate and salmeterol inhalation powder), Avandia ® (rosiglitazone maleate), Coreg ® (carvedilol), Flonase ® (fluticasone propionate), Flovent ® (fluticasone propionate), Imitrex ® (sumatriptan), Lamictal ® (lamotrigine), Lanoxin ® (digoxin), Paxil ® (paroxetine hydrochloride), Requip ® (ropinirole hydrochloride), Serevent ® (salmeterol xinafoate), Wellbutrin SR ® (bupropion hydrochloride), Zofran ® tablets (ondansetron hydrochloride) and Zyban ® (bupropion hydrochloride SR).

R&D Facts
Pharmaceutical companies spend more on R&D than many other industries, and more than the total of the National Institutes of Health (NIH) operating budget In 2002, PhRMA companies spent an estimated $31 billion on pharmaceutical R&D, compared to NIH 's budget of $24 billion.1

Compared to other industries, as a percentage of sales in 2002, the pharmaceutical industry spent over 18%, computer software 17%, automotive 5% and telecommunications about 3%. Other industries invest an average of less than 4% of sales on R&D. On average, a PhRMA company 's R&D to sales ratio is higher each year than those of such other research-driven companies as Microsoft, Boeing, and IBM. 2

GSK invests $4 billion each year in research and development, the second highest individual company investment in the pharmaceutical industry. In 2003, GSK's R&D investment represented 14.8% of pharmaceutical sales, broadly in line with the prior year. 3 As a result, GSK is a leader in developing innovative medicines for a host of diseases, including asthma, diabetes, depression, and HIV/AIDS.

According to a 1999 NIH study, 47 of the top-selling medicines in the US (91%) had been developed by the pharmaceutical industry, with only 4 having been developed in part with technologies created by NIH funding. 4

1 Pharmaceutical R&D Spending: Pharmaceutical Research and Manufacturers of America; NIH Budget: US Department of Health and Human Services, National Institutes Health web site, NIH Almanac - Appropriations (available at
2 Sources: "Research & Development Ratios & Budgets," Schonfeld & Associates, Inc., 2003 (projected 2002 ratios); Pharmaceutical Research and Manufacturers of America Industry Profile 2003 (projected 2002 ratio).
3 Company reports
4 National Institutes of Health, "A Plan to Ensure Taxpayer Interests Are Projected," NIH Response to Congress, July 2001; Jensen and Thursby, "Proofs and Prototypes for Sale: The Tale of University Licensing," cited by NIH Response to Congress.

For more information, contact: Nancy Pekarek - 215 751 7709

Monitor this Company :
You will receive an email alert whenever there is a news item concerning this company.
Name Your Company
Email Address Position/Role

2001 - 2016 Lexdon Business Library
About TrustBase
Privacy Policy