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The focus of this study was to identify the intensity and trends of unethical drug promotion practices in Pakistan. The study evaluates the responsible factors for the ethical and non-ethical pharmaceutical marketing practices, and alongside probes some major questions including who seems to have initiated unethical pharmaceutical marketing practices and who is more responsible for the continuation of such practices. The study investigates six major players 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. The study is accomplished through survey design and the data, which was collected using a questionnaire, is analyzed performing descriptive and inferential analysis. Probability sampling technique was adopted since the research study is based on quantitative analysis. For the sampling purpose the cluster sampling technique was applied owing to the reason that the overall population is heterogeneous and is very much scattered and spread over a larger geographical area of the city considering the overall population is heterogeneous. Therefore, for sampling purpose different clusters are collected from different areas of Karachi city. The total sample of 300 has been extracted. Both descriptive and inferential statistical techniques are used to analyze the data by using SPSS and Megastat software. Z-test (involving two groups) and F-test (involving more than two groups) of significance are employed along with the graphical analysis. It is concluded that initially pharmaceutical companies are found to be responsible for the initiation of unethical promotion practices but later on doctors’ community seems to be more responsible for the continuation of all these unethical marketing practices in Pakistan. It is further highlighted that these unethical pharmaceutical marketing practices can still be discontinued provided pharmaceutical companies stringently follow the rules and regulations, which are already mentioned and given in the pharmaceutical marketing code of ethics. Concurrently Pakistan Medical Association and Pakistan Medical and Dental Association should ensure that the doctors’ community practices within the ethical and professional framework. The implementation of the rules lies with government agencies to ensure pharmaceutical companies pursue these in true spirit. If any further legislation is required in order to stop these unethical pharmaceutical marketing practices, then, further legislation should be taken up to formulate stricter and comprehensive laws that are not merely delineated but implemented too.
.. (2013) PHARMACEUTICAL DRUG PROMOTION PRACTICES IN PAKISTAN: ISSUES IN ETHICAL AND NON-ETHICAL PHARMACEUTICAL PRACTICES, Journal of Social Sciences & Interdisciplinary Research, Volume 2, Issue 1.
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