Arshad Khushi Muhammad, Aasir Ali, Rab Nawaz Lodhi, Ume Kalsoom.
Exploring the Antecedents and Consequences of Mal-Marketing in the Pharmaceutical Industry: a Case study of Pakistan.
RADS J Pharm Pharmaceut Sci Jan ;8(1):14-25.

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.

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