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Ethical Considerations in the Use of Direct-To-Consumer Advertising and Pharmaceutical Promotions: The Impact on Pharmaceutical Sales and Physicians

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Abstract

The influence of direct-to-consumer advertising and physician promotions are examined in this study. We further examine some of the ethical issues which may arise when physicians accept promotional products from pharmaceutical companies. The data revealed that direct-to-consumer advertising is likely to increase the request rates of both the drug category and the drug brand choices, as well as the likelihood that those drugs will be prescribed by physicians. The data further revealed that the majority of responding physicians were either neutral or did not feel that accepting some types of gifts from pharmaceutical companies affected their ethical behaviors.

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Authors and Affiliations

  1. Department of Marketing, College of Business Administration, Southwest Missouri State University, 901 South National Avenue, Springfield, Missouri, 65804-0094, U.S.A.

    R. Stephen Parker & Charles E. Pettijohn

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  1. R. Stephen Parker
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  2. Charles E. Pettijohn
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Parker, R.S., Pettijohn, C.E. Ethical Considerations in the Use of Direct-To-Consumer Advertising and Pharmaceutical Promotions: The Impact on Pharmaceutical Sales and Physicians. Journal of Business Ethics 48, 279–290 (2003). https://doi.org/10.1023/B:BUSI.0000005783.58142.6e

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  • DOI: https://doi.org/10.1023/B:BUSI.0000005783.58142.6e

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