Citation

Tan, Kong Hun and Tan, Booi Chen and Tan, Olivia Swee Leng (2021) Ethical Perspectives of Pharmaceutical Marketing in Malaysia. In: 2nd Post Graduate Social Science Colloquium Proceedings 2021, 8-9 June 2021, Cyberjaya, Malaysia. (Submitted)

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Abstract

The sales and marketing of pharmaceutical medicine is highly regulated by the law. In most parts of the world, it is illegal to promote prescription medicine through advertisement. Furthermore, patients can only purchase prescription medicine upon getting a prescription from doctors. Hence, the principal method pharmaceutical companies promote their products is through medical representatives who are incentivised to persuade doctors to prescribe. Purpose – The relationship between medical representatives and doctors often raises ethical issues. The extensive literatures, mostly employing a quantitative approach, describes the medical representative’s use of financial and non-financial inducements to unethically influence doctor’s prescription of medicine. The purpose of this qualitative study is to examine the ethical issues that arise from the relationship between medical representatives and doctors from the perspective of the medical representatives themselves. It aims to discover the moral component and thinking process that a medical representative goes through when marketing to doctors and the justification used to resolve ethical conflict and dilemma. It also aims to elicit their normative views on practices to improve the current state of affairs pertaining to pharmaceutical marketing.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	2nd Post Graduate Social Science Colloquium Proceedings 2021 (Book of Abstract)
Uncontrolled Keywords:	Marketing ethics, pharmaceutical marketing, Jones’ model, neutralization, phenomenology
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	20 Oct 2021 01:46
Last Modified:	20 Oct 2021 01:46
URII:	http://shdl.mmu.edu.my/id/eprint/9679

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