Big pharma once again showed up for the Superbowl, or their ads did at least. But those pricey spots, while didn’t connect the dots to inspire the American public with their role in getting important therapies to the patients that need them. Were they moving? Sure. But will they move the needle where it really counts? Probably not.

Many people who dedicate their lives to discovering, developing, and making new, lifesaving drugs don’t understand the extent to which the drug industry has failed to communicate its value proposition to society and to inspire its customers to pay for that value. That is to say, when the public and even legislators representing our biotech innovation hubs focus on the price of a breakthrough drug without a sense of its value or how it came into being and insist that innovators should not only invent medicines but pay for them, too, that’s a self-inflicted wound. Vertex’s Trikafta, one of our industry’s greatest success stories, provides an example.

Over the course of just seven days, we saw two biopharmas do cannonballs into the collective cultural pool with marketing efforts that just might impact the trajectory of the national conversation about medicine, science, and progress.