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AMA Launches Advocacy and Educational Effort Targeting Prescription Prices

Fraser Cobbe, Orange County Medical Society, Seminole County Medical Society

The American Medical Association (AMA) has launched a new tool which seeks to highlight the lack of transparency and inherent unfairness involved in prescription drug pricing. The interactive microsite,, provides consumer education and allows supporters to take action, from sending a message to Congress to sharing content with their own social networks.

The project was developed in response to consistent concern expressed by physicians and other advocates to the pricing methodology of some in the pharmaceutical industry and the increased financial burden felt by patients.

The online initiative includes a number of consumer resources. Notably:

* The overall design of the microsite uses pharmaceutical, scientific and technical industries as inspiration for creative design, and vibrant, energetic colors help emphasize important points throughout the site, such as facts, figures and callouts.

* The homepage immediately takes the user through an interactive experience after he/she lands on the site, scrolling through the labels of a drug box to learn about the lack of transparency in drug pricing.

* The interior pages include a campaign page that opens with a striking visual related to understanding the issue; a "your stories" page that engages the audience to share content with their social networks, including a meme generator, prepopulated tweets/Facebook posts and a traditional submit your own story option for users; a "get involved" page that houses the traditional take action features, allowing users the ability to contact Congress via email, phone and social media; and a "get informed" page that houses a variety of resources for the user to explore to gain more knowledge on the issue.

The Orange County Medical Society has been vocal on this issue, leading local awareness efforts to address the epi-pen pricing as one example. The organization recognizes that addressing the burden of increasing health care cost is a shared obligation that all stakeholders in the health care community must work together to address on behalf of our patients.

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