The purpose of this paper is to explore the impact of these unethical promotional activities on patient’s quality of life.Design/methodology/approachIn-depth interviews were conducted, and then quantitative method was also used on a large number of health care professionals.FindingsFindings of the study demonstrated that unethical activities influence biased prescriptions and then it helps to misuse of medicines. The drug resistance is also affected by misuse of medicines. Misuse of medicine further affects on financial burden on patient. Drug resistance has impact on health compromise. Furthermore, finding of the study describes that drug resistance, health compromise and financial lead to the imbalance of patient’s quality of life. Overall, findings revealed that pharmaceutical unethical promotional activity to achieve sales target is also a major cause of elements that disturbs patient’s quality of life.Originality/valueThis is a research paper and not published before.
International Journal of Pharmaceutical and Healthcare Marketing – Emerald Publishing
Published: Sep 4, 2021
Keywords: Patient’s quality of life; Unethical promotional activity; Drug resistance