The pharmaceutical industry has been preparing for the big healthcare changes that will be ushered in with the Obama Administration, reports The Washington Post.

Once recognized as a Republican-dominated industry, the industry has shifted its attention, and funding, toward the Democratic Party this year as one way “to burnish its image and align itself rhetorically with the health reform goals …”

Other image enhancers? A million-dollar advertising blitz “promoting Obama-style health coverage” is kicking off today, the industry’s trade organization introduced self-imposed marketing restrictions that went into effect this month, and pharma companies will follow stricter advertising policies, beginning in March.