EMERGING TRENDS OF UNETHICAL PHARMACEUTICAL MARKETING IN PAKISTAN

Article history Received xxx Available online xxx- Marketing of Pharmaceutical products is a very vast field after their production in the Pharmaceutical Units. Pharmaceutical industry of every country contains its own marketing unit. The objective of the present work was to highlight various illegal ways that are adopted in Pakistan to promote one's product in market. A questioner containing 19 questions was designed regarding unethical marketing i.e. who is responsible for Unethical marketing; its impact on the purchase of brands, tools used for it and Doctor's Views about sales promotion officers (SPO's) etc. Study was conducted in 400 doctors of Pakistan. Survey highlighted that 50% of the doctors prescribe medicines on the basis of their self-experience, 73% declared that they keep patient compliance in their minds while prescribing rather than personnel benefits. 35% of the doctors consider themselves for the unethical marketing while 46% declare pharmaceutical companies as major culprit for this act. 46% of the doctors showed that national companies invest more on them rather to invest on product. 56% of doctors said that samples are most frequently used promotional tool. Due to this unlawful practice excellent quality products are losing their markup value in market. Moreover, it will result in poor patient compliance, large impact on patient's economical status and provision of poor medical treatment to population. This will only be possible when role of pharmacist is implemented in the profession. There should be proper, strict check and balance on the prescription written by Medical officers. Role of Pharmacist should clearly be implemented. Pharmacist along with duties of care giver should provide excellent knowledge and way of ethical marketing of drugs.