1. Perceptions of and barriers to ethical promotion of pharmaceuticals in Pakistan: perspectives of medical representatives and doctors
- Author
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Zeeshan Danish, Fawad Rasool, Hamid Saeed, Rehan Gul, Syed Atif Raza, Imran Imran, Furqan Kurshid Hashmi, Muhammad Nazrul Islam, and Zikria Saleem
- Subjects
medicine.medical_specialty ,Medical doctor ,Health (social science) ,Drug Industry ,media_common.quotation_subject ,education ,0603 philosophy, ethics and religion ,Profiteering ,Likert scale ,03 medical and health sciences ,0302 clinical medicine ,Promotion (rank) ,medicine ,Humans ,Promotion ,Pakistan ,030212 general & internal medicine ,Un-ethical ,media_common ,Ethical code ,Marketing ,lcsh:R723-726 ,Health Policy ,Ethical ,06 humanities and the arts ,Payment ,Sales ,Issues, ethics and legal aspects ,Cross-Sectional Studies ,Pharmaceutical Preparations ,Philosophy of medicine ,Multinational corporation ,Medical representative ,Family medicine ,Accountability ,Pharmaceuticals ,Perception ,060301 applied ethics ,Business ,lcsh:Medical philosophy. Medical ethics ,Research Article - Abstract
Background In Pakistan, drug promotion practices, ethical or unethical, have rarely been in the spotlight. We aimed to assess the perception and barriers of medical representatives (MRs) and doctors (MDs) regarding ethical promotion of pharmaceuticals in Pakistan. Methods A cross sectional survey was conducted in seven major cities of Pakistan for 6-months period. Self-administered questionnaire was used for data collection. Logistic regression and five-point Likert scale scoring was used to estimate the perceptions and barriers. Results Compared to national companies (NCs), the medical representatives (MRs) of multinational companies (MNCs) strongly believed that their companies follow World Health Organization (WHO) (OR; 5.31, p = 0.0005), International Federation of Pharmaceutical Manufacturers & Associations (IFPMA) (OR; 6.45, p = 0.0005) and national codes of ethics (OR; 5.84, p = 0.0005). MNCs trained their MRs (OR; 6.68, p = 0.0005), provide accurate and valid scientific data (OR; 4.01, p = 0.007) with adequate system of accountability and controls on product samples (OR; 1.96, p = 0.047), while, NCs sponsor social or entertainment activities, seminars and conferences, and all sort of facilitation in form of gifts of their choice and clinic renovation for medical doctors (MDs). MDs perceptions were similar to MRs mentioned above, yet strongly agreed that companies offer cash payments or equivalents to MDs. The MRs of NCs/MNCs and MDs agreed/strongly agreed that no external accountability, profiteering, pressure on sale targets, job insecurity, condoning unethical promotion by high-ups’ and business promotion by junior MDs were the predominant barriers. Conclusion In conclusion, MRs of MNCs and MDs believed that MNCs follow certain codes of ethics in the promotion of pharmaceuticals, while NCs tend to be more profit oriented and even condone unethical promotion. All stakeholders, MRs, MDs and companies, might pose certain barriers, intentionally or unintentionally, in ethical promotion.
- Published
- 2021
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