Attitude of Physicians and Patients towards Pharmaceutical Promotion in Healthcare: A Qualitative Study from Ethical Context

Pharmaceutical marketers generally target physicians as their customers and patients as their consumers. Pharmaceutical promotion influence physicians significantly to prescribe branded medicines within limited norms. Patients are also influenced by pharmaceutical promotional activities within regulatory bindings. The purpose of this study was to determine the attitude of physicians and patients towards pharmaceutical promotion from an ethical context. The study was carried out by qualitative content analysis. Face to face interview method was applied to collect data from six physicians and six patients in the metropolitan area of Malaysia using the judgmental sampling technique. The interviews data were transcribed and analyzed systematically using Nvivo software. The findings revealed that Physicians have a positive attitude towards pharmaceutical promotion as it fulfils their need and professional knowledge. Alternatively, patients have positive as well as negative attitude and mindset towards pharmaceutical promotion. This study will help medical regulatory policymakers to better understand physicians’ ethical dilemma with pharmaceutical marketers and patients’ perception of aggressive promotional tools. It will also help the policymakers to govern further proceedings by increasing ethical practices for better healthcare.