Hurricane Katrina was a learning experience for all organizations involved in emergency response and public health, as it confirmed what plans and strategies worked as expected and where the biopharmaceutical supply system could improve its response efforts.

Following Hurricane Katrina's landfall in August 2005, companies across the US - including those that now comprise Rx Response - donated refrigerated insulin, vaccines, antibiotics, antiseptics, non-prescription pain relievers, wound care products, surgical equipment, millions of cans of infant formula, tens of thousands of personal care kits, as well as a wide range of other drugs, supplies and monetary donations. Federal agencies disbursed emergency aid money and deployed a wide array of services to help victims, as did relief organizations.

However, Hurricane Katrina identified a clear need for improving the communications between private sector organizations that make up each phase of the biopharmaceutical supply system, as well as improving communications between the private and public sectors involved in disaster response.

In 2006, PhRMA reached out to all of the trade organizations that represent the complete biopharmaceutical supply system along with volunteer organizations with the initial concept of the Rx Response program. One result of this outreach is that today the entire biopharmaceutical supply system is represented on the Rx Response Coordinating Body, which is the leadership and decision-making group for the program (see "Members/Partners" under "About Rx Response" to see a complete list).

Since the formation of Rx Response, members have worked together to further define the program's mission, develop an effective structure that enables quick, efficient response and communication, and communicate the program's capabilities to federal, state, and local government agencies, as well as to the general public.

To strengthen its communicative capabilities, Rx Response developed InfoCenter, an online information-sharing forum that enables all registered members to view and share information and documents and quickly and efficiently communicate with all relevant parties. This tool has been expanded upon to now include a pharmacy status reporting feature, which further communicates critical and valuable information to government agencies and the general public.

In preparing for relief efforts for all potential future severe public health emergencies, Rx Response looks at past performances for lessons learned. With each new severe public health emergency, the members of Rx Response learn how to respond more effectively, communicate more quickly, and protect public health more thoroughly for future emergencies.