The type of marketing used by pharmaceutical companies is a pull marketing strategy. In the past, they had to rely on their channel members which are healthcare professionals to reach consumers. As the case has indicated they now communicate directly with their target market.
• This practice can be unethical toward the patients because the amount of money spent on promotion by pharmaceutical companies to advertise increase the price of drugs and healthcare become more and more expensive.
• With the use of DTC marketing for prescription drugs, pharmaceutical companies build a strong consumer demand for certain products, and this puts a pressure on healthcare professionals. For example, when consumers receive coupons for certain products they ask their doctors to prescribe the drug they have the coupon for instead of what is good for them. This is can lead to unethical behaviors.
• Pharmaceutical companies use DTC marketing to secure consumers loyalty and fight against the threat of generic products. It is unethical because they are acting in their own interest only and not in consumer’s interests.
1. What are some of the positive and/or negative consequences of the use of DTC marketing by pharmaceutical companies? Who is impacted by these consequences?
The use of DTC marketing by pharmaceutical companies has both positive and negative consequences for the parties concerned in this is...
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...lated and taken very seriously. DTC Advertising has many advantages but can also be very damageable, people can misinterpret information, and pharmaceutical companies can have unethical behaviors to make more profit. So, healthcare specialist should be the intermediary between pharmaceutical companies and the public.
3. Are you aware of any professional code of conduct that might be relevant in this situation? If so, discuss how this code is applicable.
DTC marketing by pharmaceutical companies causes the violation of the professional code of conduct of healthcare professionals. They have to keep their integrity, honesty and accountability toward their patients. Healthcare professional have the obligation to be honest and act in the best interest of their patients all the time, no matter what the situation is because these patients entrust their lives to them.
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