Not long ago, it would have been almost unimaginable for PhRMA — short for the Pharmaceutical Research and Manufacturers of America — to criticize any company in its field. But faced with nationwide rebukes and attacks from presidential candidates over drug prices, the industry group is confronting a public storm unlike any in years. In response, according to lobbyists, congressional aides, and pharmaceutical executives, PhRMA is not only aggressively criticizing what it perceives as bad actors but also deliberating internally how to rehabilitate the industry’s image.
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