Pharmaceutical Drug Promotion in Pakistan

Doctoral Thesis / Dissertation from the year 2012 in the subject Pharmacology, grade: 3.47, , course: Pharmaceutical Marketing, language: English, abstract: Common People and government authorities are usually concerned about the unethical pharmaceutical marketing practices in Pakistan, therefore; the researcher examines the unethical pharmaceutical marketing practices in Pakistan, and selected Karachi City as Case study for this purpose and analyze the impact of unethical marketing practices in pharmaceutical industry.

This study not only evaluates the responsible variables for the unethical pharmaceutical marketing practices but also compare who is more responsible for these unethical pharmaceutical marketing practices in Pakistan. This study also examines, who has initiated these unethical pharmaceutical marketing practices in Pakistan and who is responsible for the continuation of these practices in Pakistan.

In this study researcher focuses six variables that can be a major cause of unethical pharmaceutical marketing practices in Pakistan i.e. Pharmaceutical marketing and Sales personnel, doctors¿ community, retail and whole sales pharmacies, government and private hospitals personnel, government officials and patients or their attendants¿. All these six variables have been taken and gathered the data through survey questionnaire, compile and analyze through Statistical tools like descriptive and inferential Statistics both and conclude the main cause of unethical pharmaceutical marketing practices in Pakistan.

In the under taken study four different hypotheses were developed and tested through Z and F test and also analyze the data through descriptive Statistics, for the descriptive Statistics four different parameters were developed and presented in the form of graphs and tables. The conclusion of the study was that initially pharmaceutical industry was responsible to introduce the unethical marketing practices to their customers i.e. doctors community, and hospitals and later on unethical pharmaceutical marketing practices became the norm of the pharmaceutical industry. Now the doctors are the main cause or reason for the continuation of these unethical pharmaceutical marketing practices in Pakistan.

It is further concluded in the study that foreign visits are more common tools in order to get maximum output from the doctor community and now doctors have become more demanding and they ask themselves regarding the foreign and local tours and conferences. Cash incentive and home appliances are another form of unethical practices in the pharmaceutical industry. [...]