Whether it is ethical to market pharmaceutical products is an important question that has to be answered by every pharmaceutical company. This is because pharmaceutical marketing is important for the company to stay competitive and to attract new customers. But there are many unethical ways that pharmaceutical companies market their products and services. Here are a few examples of such practices.
Unsought goods
Using the latest technologies to market a product is one thing, but marketing a product to unsuspecting consumers is another. The unsuspecting may end up on the wrong side of the aisle. In addition, there are no guarantees that an unsuspecting consumer will actually use the product, or that they will even purchase it in the first place.
One of the most effective and efficient marketing strategies involves generating the desired buzz and interest among consumers through a variety of marketing techniques. These include, but are not limited to, direct mail, telemarketing, email, social media and mobile marketing. An effective marketing strategy enables the manufacturer to increase brand awareness and sales by a wide margin. In addition, marketers can create hype around a product by using high-impact advertisements that are designed to make consumers feel excited about the product and its benefits. Interestingly, consumers are also likely to become more receptive to a product after a positive experience with its manufacturer.
Spamming
Historically, international pharmacies have used spam marketing techniques to sell prescription drugs without a prescription. However, the use of spam may be eroding national laws that govern the marketing of pharmaceutical products.
As the Internet has become a powerful medium for sharing medication information, drug spam is rampant. Spammers exploit the public’s need for medical information to gain more clicks to fake pharmacies.
Spam campaigns are sophisticated. Some use hijacked “neutral” sites to redirect users to notorious online drug stores. Others use unsolicited messages to deliver infectious software or phishing messages.
Pharmaceutical spam accounts for one-quarter of the total volume of unsolicited messages sent through email. The bulk of this spam is written in English. Typically, spammers are independent contractors who make a commission from drug sales.
The US Government is currently investigating the issue. It has reached out to many affected sites. The US Department of Health is also contacting these sites. However, regulators have been slow to respond to the changing online communication landscape.
Socially and environmentally responsive business community
Despite the skeptics, one can’t help but believe that the socially and environmentally responsible pharma industry has been on a good footing. The top of the food chain is no doubt the pharmaceutical industry, and the best way to woo prospective clients is to go the extra mile. The most obvious route is to establish a green credentials scheme requiring a formal commitment to reducing waste and emissions and making energy conservation a company-wide priority. This is a big deal, as energy is one of the most expensive commodities to store and transport. One way to ensure that the energy is used sustainably is to set up a formal procurement process that allows companies to buy renewable and sustainable energy sources in bulk. In fact, one company has already bought up one of the first suppliers to be a part of the scheme.
Despite the industry’s thorny issues, one company that stands out is Johnson & Johnson. This behemoth of a corporation has been a green juggernaut for more than three decades. One of its most notable initiatives is a solar energy farm in North Carolina, which may well be the biggest such farm in the world. The company also takes a holistic approach to its supply chain and has a corporate responsibility program that aims to improve employee safety and reduce waste.
Examples of unethical practices
Despite its prestigious status, the pharmaceutical industry faces several ethical dilemmas. These include pricing, marketing restrictions, data disclosure, and clinical study design. In the past, these issues have led to public scrutiny of the industry. But the industry is making some changes.
The pharmaceutical industry has a responsibility to promote the safety and efficacy of its drugs. But when these efforts are accompanied by inducements, they can be considered unethical. The industry has developed many techniques to avoid conflicts of interest. The Code of Marketing Practices of the United States prohibits the use of inducements to physicians and medical professionals. It also includes a detailed redress process.
One of the most prevalent examples of unethical practices in pharmaceutical marketing is the use of persuasive testimonials to promote medicines. In the United States, clinical drug trial kickbacks are a common practice. These kickbacks are considered a form of financial gain, and have been widely reported.
The pharma industry also promotes itself through internet chatrooms, conferences, and patients groups. These practices are designed to influence consumers. However, the industry is failing to abide by its own ethical marketing guidelines.
In addition to this, the drug industry competes with the public health budget. This competition leads to the distribution of drugs at a lower price. It also puts a strain on clinical research and health care.
In order to curb these practices, the Federation of Medical and Sales Representatives Associations of India (FMRAI) moved the Supreme Court in March, requesting the court to review the regulatory framework for the pharma industry. It asked the court to make a uniform code of marketing practices to stop unethical practices.
A review of the code of marketing practices is underway. A group under Niti Aayog’s VK Paul is expected to submit its report in 90 days. The report will examine the provisions of stakeholder departments, and will also address the issue of legal enforceable mechanisms.
The Code of Marketing Practices was initially a voluntary system. In 2012, the International Federation of Pharmaceutical Manufacturers and Associations (IFPMA) adopted a new code of conduct.
