Prior to the campaign launch, achievements in research and therapy by research-based pharmaceutical companies were criticised for their expenses, rather than being acknowledged for the work they were doing. The campaign aimed to reposition these companies. It emphasised that they provide improvements in quality of life through innovation. Thereby the campaign goal is to accomplish a better understanding and likeability for the sector. Based on the central message of research through innovation, the claim “research is the best medicine” was developed. The information was presented in a likeable, personable and emotive way. The campaign was implemented as an orchestrated communication offensive using a wide range of channels from advertising, PR and events to online communication.

Each year the campaign focuses on a contemporary issue. In 2008 it emphasised demographic change. Therefore, alongside the overall campaign, special instruments were developed to showcase each topic: “Methuselah-Check” and “Timemachine” familiarise the public with aspects of an aging society whilst a study about life expectancy and a survey amongst doctors gained great media coverage. Due to the campaign the awareness of the claim “Research is the best medicine” increased to 82%. The campaign reached the media and received mentions from policymakers like chancellor Angela Merkel to entertainers like Oliver Pocher.

In 2008 the focus within the overall campaign lies on demographic change. A life expectancy study was realized and showcased in numerous nationwide and regional media. Event and online tools were developed based on this: the “Methuselah Check”, a machine that calculates one’s life expectancy, and an updated version of the “Time Machine”, which takes a photo of the user and ages him by approximately 30 years. The tools reach the public at events like party conferences as well as on the interactive campaign portal. These instruments help to familiarise the general public with the highly complex issue of an ageing society in a personally relevant way. As part of the larger campaign, this was accompanied by TV commercials presenting patients whose quality of life has improved thanks to pharmaceutical innovation. In addition, a photography competition made research more accessible to the public and illustrated new perspectives on abstract science.

Since the German Association of Research-based Pharmaceutical Companies did not run any other campaigns prior to “research is the best medicine”, a baseline measurement is possible. The awareness of the claim “research is the best medicine” is at 82% today (December 2008, GFK). The research-based pharmaceutical companies improved their image significantly in comparison to other sectors: they are leaders in terms of innovative power and improving the quality of life. Since its launch, the campaign has achieved 376 million PR contacts (print, radio, television), plus 13.9 billion page impressions in online coverage. The campaign’s success is also reflected by numerous policymakers, like Minister Ursula von der Leyen (CDU) and Kurt Beck (SPD), as well as FDP party chairman Guido Westerwelle, who experienced the tools first-hand. Various prominent people made mention of the campaign, including German chancellor Angela Merkel and entertainer Oliver Pocher.