Patients for Affordable Drugs

Lowering drug prices for patients.

Campaign Strategy
Digital Advertising
TV Advertising
Video Production
P4AD wide case study
p4 portrait case study

The prescription drug pricing system is rigged against patients.

Americans pay more for their medications than any other country in the world. And for decades, drug companies have gotten away with charging any price they want, putting lifesaving medications out of reach for millions of patients. Alignco partnered with Patients for Affordable Drugs (P4AD), the nation’s only patient advocacy organization focused exclusively on lowering drug prices, to wage a multi-year advertising campaign pressuring Congress and the White House to pass legislation to reduce prescription drug prices.

achieving historic

In August of 2022, the campaign culminated with the passage of the Inflation Reduction Act. This new law includes historic reforms that capped the price of insulin, penalized drug companies for raising prices faster than the rate of inflation and, most importantly, empowers Medicare to negotiate lower drug prices on behalf of patients.

Starting in 2019, we began lifting up the stories of dozens of P4AD’s patient advocates – shining a light on the devastating toll of unaffordable drug prices on patients and their families

Through multiple waves of advertising – targeted nationally and in key states and Congressional districts – we pressured lawmakers to prioritize lowering drug prices and advancing legislation to get it done. These multi-channel advertising campaigns employed a variety of content and tactics deployed through broadcast and cable television, local radio, CTV and OTT, digital pre-roll, and social advertising.