In the world of politics, where bold moves often overshadow nuanced solutions, President Trump’s executive order on pharmaceutical pricing is a wake-up call. The aim of reducing drug prices is widely supported, but the real challenge lies in how to achieve it. For pharma companies, the question is not whether or not to react—but how. And how pharma companies react will have a big impact on where this debate ends. Reframe the narrative right and they have a unique opportunity to shift the conversation and become champions of both innovation and accessibility. 

Embrace the Goal, Welcome the Conversation

Let’s be clear: everyone wants affordable medications—and most Americans agree that it is unfair that we pay higher prices than the rest of the world. By aligning with this shared goal of fairness, pharma companies can transform their image from profit-driven giants to partners in progress. Pharma companies should express a willingness to collaborate with the Department of Health and Human Services (HHS) as they tackle this effort. This isn’t just about perception; it’s about opening a dialogue that leads to real, impactful change. 

Show what You’re FOR 

Your audiences are expecting you to defend, complicate, nitpick, and stonewall. Disrupt their assumptions about you by stating clearly and simply what actions you support to help ensure Americans pay less for their medicines. 

Highlight Innovation’s Human Impact 

The old “threat to innovation” argument needs to be refreshed. Instead, let’s focus on the human stories behind the science. Innovation isn’t just a buzzword; it’s a lifeline for patients whose lives are transformed by groundbreaking treatments. By sharing these stories, pharma companies can show how innovation directly enhances lives, making the abstract tangible. 

Advocate for a Balanced Approach 

Balance is crucial. Pharma companies should advocate for solutions that provide immediate relief, while preserving America’s leadership in discovering and developing medicines we’ll need in the future. 

Prepare for Legislative and Judicial Processes 

The outcome of this executive order will be shaped by legislative and judicial processes. By maintaining a flexible stance, pharma companies can keep the conversation open and adaptable to changing circumstances, avoiding the pitfalls of rigid opposition. 

This is an Opportunity to Redefine the Narrative 

In responding to the executive order on drug pricing, pharma companies have a chance to redefine their narrative. By focusing on shared goals, new ways of addressing challenges, and fighting unfairness, they can contribute to a better healthcare system. 

We’re here to help healthcare companies navigate this pivotal moment. We are ready to set pen to paper and work together to craft the right response for you.