International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 7 Issue 4
July-August 2025

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Ethical Marketing and Brand Management of Prescription Drugs

Author(s) Ms. Akshita Kaushal
Country India
Abstract This research paper explores the complex and often controversial intersection of ethical marketing and brand management in the pharmaceutical industry, with a focus on prescription drugs. As healthcare becomes increasingly commercialized, pharmaceutical companies face growing pressure to meet sales targets while maintaining their ethical responsibility to patients and the public. The paper investigates how marketing strategies—such as physician incentives, sponsorships, and direct-to-consumer advertising—can influence medical decisions, sometimes at the cost of patient welfare. Through case studies and academic literature, the study highlights the ethical dilemmas arising from such practices, including conflicts of interest and compromised medical integrity. It critically examines examples such as the Practice Fusion opioid case and the promotional tactics of companies like Novo Nordisk. The findings reveal a persistent tension between achieving business goals and upholding medical ethics. The paper concludes that ethical marketing is not just a regulatory requirement but a foundational component of sustainable brand credibility and public trust in healthcare. It also emphasizes the need for stricter regulation, transparency, and the adoption of socially responsible marketing practices in the pharmaceutical sector.
Keywords Ethical marketing, prescription drugs, pharmaceutical industry, brand management, physician influence, healthcare ethics, regulation
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-03
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.49375
Short DOI https://doi.org/g9r7p2
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