Marketing Ethics in Pharmaceuticals: An Indian Case Study of Selected Companies

Abstract

This study investigates the ethical dimensions of pharmaceutical marketing practices in India through a case study of six selected companies (three domestic and three multinational). Using a mixed-methods approach, the research collected data from 120 marketing executives, 80 physicians, and 30 pharmacists. Quantitative analysis reveals that while 85% of marketing executives are aware of ethical codes, only 60% have received formal ethics training in the past year. Incentive-driven sales targets strongly correlate with higher frequencies of ethically questionable practices (r = 0.64, p < 0.01). Physicians report that 72% of promotional claims are sometimes exaggerated, and 48% have experienced direct prescription pressure. The study highlights the gap between corporate policy and field practice, and proposes regulatory, training, and incentive-structure reforms.