Big Pharma's Marketing Tactics

Your Name: Javeria Awan
My Name: Professor Preston Cameron
Class Number & Name: SBU200 27702, Business and Society
Date: October 27, 2014
Case Analysis – Case # and Case Title: Big Pharma’s Marketing Tactics
Contents

Introduction: 1
Issues faced by Big Pharma: 1
My Analysis: 2
The stake holders: 2
Consumers: 2
Community: 2
Government: 2
Doctors and Medical Students: 2
My perspective: 2
My recommendations: 3
Conclusion: 3
References: 3

Introduction:
The Big Pharma or Pharmaceutical industry is the most important and profitable industry overall. There are many big players in the industry which are running the industry as they want. Because, there are so many big people involved in the industry, it is often called “Big Pharma”. Approximately,
One of the main issues is that Big Pharma is doing illegal and unethical market. For example: Pfizer did illegal marketing of Neurontin Drug. Moreover, they are doing Salesmanship over Science. They are marketing their drug and not focusing on research. They are also marketing drugs which actually have not been approved by FDA. These problems and issue tells about the integrity and ethical standards of big Pharma.
The Big Pharma also has been charged of involving themselves in unethical business practices. They also sign up medical students even before they were graduated. They were giving them gifts and making them loyal to their companies. It was not a proper system of recruitment. Moreover, they were giving lavish trips, gifts and other benefits to doctors so that they could market their products. Doctors were also being used and their integrity with their patients has been not right. They were giving special treatment to those drugs and were prescribing the drug to their patients.
My Analysis:
The stake
The company, Pfizer Company is advertising Neurontin Drug and doing off-label marketing of this painkiller. I think company should not use this inequitable and questionable marketing tactics. It should follow standard marketing strategies and could engage doctors and other medical people through hospitals and clinics. Also, it is also the responsibility of the doctors not to prescribe the drug they are not sure of. The companies could not just ask the doctors to prescribe. Moreover, they are educated people and know what is right and what is wrong.
In Big Pharma, they are going for Direct To Customers (DTC) marketing to sell their drug and get profit. Companies are doing salesmanship over science. They have put top priority on gains and not thinking about the patients. The companies are also doing aggressive promotion for their newer drugs. Ultimately, consumers perceive that the newer drug are far better than old ones and can help them to cure the several diseases.

My