1Research Scholar, School of Management Studies, Gandhi Institute of Engineering and Technology (GIET) University, Gunupur, Odisha, India
2Assistant Professor, School of Management Studies, Gandhi Institute of Engineering and Technology (GIET) University, Gunupur, Odisha, India
3BBA Student, School of Management Studies, Gandhi Institute of Engineering and Technology (GIET) University, Gunupur, Odisha, India
*Corresponding author: mkarteek@giet.edu
Online published on 14 October, 2025.
The pharmaceutical industry in India plays a critical role in global healthcare, yet its marketing practices have often sparked debates regarding ethical considerations. This study investigates the marketing strategies employed by Indian pharmaceutical companies and evaluates their adherence to ethical standards. Drawing from primary data collected through surveys of healthcare professionals and secondary data from industry reports, the research identifies prevalent practices such as physician-targeted promotions, incentives, and advertising tactics. While these strategies aim to drive sales and expand market share, they often raise concerns about transparency, fairness, and patient welfare. The study highlights instances of ethical lapses, such as misleading claims and undue influence on prescribing patterns, and examines the implications for public trust and regulatory compliance. Findings underscore the need for stricter enforcement of ethical guidelines and suggest adopting patient-centric approaches to marketing. This research offers actionable insights for policymakers and stakeholders to ensure ethical integrity in the pharmaceutical sector.
Ethical Considerations, Physician-targeted Promotions, Advertising Ethics, Regulatory Compliance, Patient Welfare, Transparency, Marketing Ethics
