SAN FRANCISCO — The drug industry’s top lobbying group has a plan for the $100 million in extra dues it will soon be collecting from members: a stepped-up ad campaign highlighting just how hard it is to invent new treatments.

Pharmaceutical Research and Manufacturers of America, which just raised its annual fees by 50 percent, is hoping to counter the industry’s worsening reputation, brought on by increased public scrutiny of escalating drug prices. One facet of that effort will be a national ad campaign, PhRMA President and CEO Stephen Ubl said Monday at the J.P. Morgan Healthcare Conference.

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