PHARMACEUTICAL MARKETING AND ETHICAL CODES: MYTHS OR REALITY WITH SPECIAL REFERENCE TO ALLAHABAD, UTTAR PRADESH

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Research Methodology

Data Collection:-
Primary data
are collected from the pharmaceutical marketing professional, physicians and pharmaceutical stockiest.

And Secondary data are collected from Pharmaceutical journals, newspapers, and pharmaceutical marketing books and with the help of internet services.

Area of Study: Allahabad district of Uttar Pradesh, India.

Sampling Technique: Stratified simple random sampling

Sampling tool: Questionnaire is used as a sampling tool for this study.

Sample size: In this study we select samples fromdifferent strata’s that are-

Pharmaceutical Sales professionals   40
Physicians                                   30
Stockiest of Medicines                   30

Data Analysis and Result
In this research paper we collect the data from questionnaire and according to received response from the respondents we come on the following findings:-

Need of ethical codes in pharmaceutical marketing

Sales professionals who said YES they comment “Pharmaceutical marketing is directly related with the lives of peoples and it is a noble profession so the ethical codes are very important in this field”. And 10% of sales professionals are said there is no need of pharmaceutical ethics because it create barrier in the way of target completion.

Main barrier in the way of ethical pharmaceutical Marketing


Use of ethical pharmaceutical marketing codes during your target completion period


What are unethical factors available in the present pharmaceutical market?


Governmental factors affecting the ethical pharmaceutical marketing


Can we directly improve the ethical pharmaceutical marketing system at the executive level?


Conclusion
As before discussed CSR is a major concept for the development of both society and industrial organizations. But as the increments in the market competion mostly organizations in the field of pharmaceutical industry are using some strategies which are not suitable for the society and not coming under the pharmaceutical ethical codes given by governmental pharmaceutical controlling agencies. This scenario of pharmaceutical market is directly affecting the lives of peoples. Because due to competion companies are providing gifts to the physicians and physicians are prescribing the medicines of that particular company. Now matter of discussion is that may be that medicine is not good quality, not mare effective and more costly from other substitute medicines. So all pharmaceutical marketing related professionals are should use the ethical norms in their marketing practices for making the fair competition and stopping the unethical pharmaceutical marketing.

Limitations
The small and purposive, Allahabad-based sample does not allow one to generalize from the study findings. Since consumers were not interviewed, their independent decision-making on drug purchases could not be captured through this study. Also, as information from medical representatives was sought in focus group discussions rather than individual interviews, their comments may have been more guarded than otherwise. And physicians are were busy when we collect data so some they mark the tick on questionnaire without understanding well so it will be a threat.

Recommendations

  • According to mostly pharmaceutical sales professionals if the concern drug-inspector do his/her job effectively then unethical factors will be remove from the market.
  • Companies should not provide unnecessary gifts to the physicians.
  • Provide better selling environment to the sales professional to reduce their burden of target completion.
  • Conduct training programme for the sale professionals regarding to ethical codes.

References

  • Dhaval M. Dave, Effects of Pharmaceutical Promotion: A Review and Assessment, NBER Working Paper No. 18830Issue(February 2013)
  • Wright, Robert F.; William J. Lundstrom. "Physicians’ perception of pharmaceutical sales representative: A model for analysing the customer relationship". International Journal of Medical Marketing4 (1): 20–38, (2004).
  • Grace, Damian; Stephen Cohen Business Ethics. Victoria: Oxford University Press, (2005).
  • Pharmaceutical Association of Malaysia (PhAMA). PhAMA Code of Pharmaceutical Marketing Practices for Prescription (Ethical) Products, 18th Edition, (2010)
  • Published: Guy David & Sara Markowitz & Seth Richards-Shubik, "The Effects of Pharmaceutical Marketing and Promotion on Adverse Drug Events and Regulation," American Economic Journal: Economic Policy, American Economic Association, vol. 2(4), pages 1-25, November, (2010).
  • Joan Buckley, Electronic Journal of Business Ethics and Organization Studie, Vol. 9, No. 2, (2009).
  • Mizik, N. & Jacobson, R. Are Physicians “Easy Marks”? Quantifying the Effects of Detailing and Sampling on New Prescriptions. Journal of Management Science, 50 (12), 1704-1715, (2004).
  • Manchanda, M., &Honka, E.  (2005). The Effects  and Role of Direct-to-Physician Marketing  in  the Pharmaceutical Industry: An Integrative Review. Yale Journal of Health Policy, Law, & Ethics, 2, 785-822.
  • Rod, M., &  Saunders,  S., The  Informative  and  Persuasive  Components  of  Pharmaceutical  Promotion  - An Argument for why the two can co-exist. International Journal of Advertising, 28(2), 313-349, (2009).
  • Connelly, D.  P., Rich, E.  C., Curley, S.  P. & Kelley,  J.  T.,  Knowledge  Resource  Preferences  of  Family Physicians.Journal of Family Practice, 30 (3) 353-359, (1990).

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