Some folks, drug companies in this case, have no shame, or little sense of what constitutes effective PR. Good PR stems from doing the very thing something you say you'll do. However, after the drug companies promised to cut $8 billion annually from the nation's prescription costs as their contribution to health-care reform, they are raising their prices before any insurance changes occur. That will allow them to "cut" costs from a handily inflated base, with little if any gain from "reform."
The New York Times reports drug companies have raised the wholesale prices of brand-name prescription drugs by about nine percent in the past year. That, says The New York Times, will add more than $10 billion to the nation's drug bill, and by one reckoning, is "the highest annual rate of inflation for drug prices since 1992." This at a time when the Consumer Price Index overall has been dropping.
Sure, drug companies are citing their usual justification for higher prices -- research needs. Now, supposedly, patents on many of their drugs are soon to expire. Pharmaceutical credibility will expire, too.
"Price adjustments for our products have no connection to health care reform," said Ron Rogers, a spokesman for Merck.
Then why not lay off increases while reform passage is pending, or not be so emphatic about them? The pharmaceutical price hikes are an anger generator, the opposite of enlightened PR in a period when the public is trying to take health care reform seriously.