Exploring the Antecedents and Consequences of Mal-Marketing in the Pharmaceutical Industry: A Case Study of Pakistan

  • Arshad Khushi Muhammad Department of Business & Management, University of Engineering and Technology, Lahore, Pakistan.
  • Aasir Ali Noon Business School, University of Sargodha, Sargodha, Pakistan.
  • Rab Nawaz Lodhi
  • Ume Kalsoom
Keywords: Medical Ethics, Pharmaceutical Marketing, Mal-practices, Patient Health, Well-being


Background: Mal-practices are the unethical marketing practices which are undertaken by mostly pharmaceutical companies to influence the doctors to prescribe their products to the patients.

Objective: This study aimed to identify different kinds of mal-practices that exist in pharmaceutical companies of Pakistan and to inquire how these mal-practices influence the financial and health position of the patients.

Methods: The exploration is based on interpretivism research paradigm with intention to underpinning in-depth realities. Data were collected through audio and video recorded semi-structured interviews from the doctors, pharmacists, and medical representatives of different pharmaceutical companies in Pakistan. Qualitative data was analyzed via NVivo software to explore different themes of the study.

Results: Outcomes of this study demonstrate various kinds of mal-practices by pharmaceutical companies. The research that is reported in this research paper is groundbreaking and innovative.

Conclusion: Findings suggest that pharmaceutical mal practices have ultimate impact on patients’ health and their pockets. Clients suffer from prolonged treatment, expensive medication, additional unneeded medicine, health hazards and below standard medication.

Author Biographies

Rab Nawaz Lodhi

UCP Business School, University of Central Punjab, Lahore, Pakistan.

Ume Kalsoom

School of Social Science and Humanities, University of Management and Technology, Pakistan.