(WASHINGTON, D.C.) – Today, the Pharmaceutical Care Management Association (PCMA) is launching a new seven-figure multi-channel campaign to educate policymakers on the role and value of pharmacy benefit managers (PBMs) for American families. The campaign will include digital, email, streaming advertising, events, podcasts, a new microsite, and a suite of resources designed to better explain how PBMs work and the outsized value they deliver for patients, employers, and the broader health care system.

The first ad in the campaign, titled Mom’s Medicine, highlights the real-world human benefit that families see from the work PBMs do to lower drug prices. It will run in the Washington, DC area, and it represents the start of an always-on advertising effort by PCMA to make clear the value of PBMs. Additional spots will be released throughout the year.

You can watch the video below and learn more at PBM.org.

Announcing the campaign, David Marin, President and CEO of PCMA, made the following statement:

“PBMs are a powerful force for good in patient health, and we’re committed to better communicating that value. Through the work we do, prescription drugs are more affordable, more accessible, and safer. The savings we generate for patients and employers are enormous, but they are only part of the story. PBMs also provide important clinical services and administer programs that promote patient safety. All of this must be better understood.

“We are also at an inflection moment for our industry. Following the wide-ranging PBM reforms enacted earlier this year and company-led changes to business models, PBMs are entering an era of unprecedented innovation and transparency. This, too, must be part of the PBM story. PBMs are an example of an industry listening to patients, employers, and policymakers, and transforming the way it operates.

“Our industry has been defined by others for too long, and this effort represents a major step toward recapturing our own identity. The objective for our campaign is simple: policymakers in Washington will have a clearer understanding of the ways PBMs are lowering drug costs and helping patients live healthier lives.”