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Pharmaceutical promotional activity and patient’s quality of life

Muhammad Umar (Management Science, Mohammad Ali Jinnah University, Karachi, Pakistan)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 23 July 2019

Issue publication date: 12 August 2019

Abstract

Purpose

The purpose of this paper is to explore the impact of these unethical promotional activities on patient’s quality of life.

Design/methodology/approach

In-depth interviews were conducted, and then quantitative method was also used on a large number of health care professionals.

Findings

Findings of the study demonstrated that unethical activities influence biased prescriptions and then it helps to misuse of medicines. The drug resistance is also affected by misuse of medicines. Misuse of medicine further affects on financial burden on patient. Drug resistance has impact on health compromise. Furthermore, finding of the study describes that drug resistance, health compromise and financial lead to the imbalance of patient’s quality of life. Overall, findings revealed that pharmaceutical unethical promotional activity to achieve sales target is also a major cause of elements that disturbs patient’s quality of life.

Originality/value

This is a research paper and not published before.

Keywords

Citation

Umar, M. (2019), "Pharmaceutical promotional activity and patient’s quality of life", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 13 No. 3, pp. 246-263. https://doi.org/10.1108/IJPHM-02-2019-0009

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited