The study aims to highlight the factors for unethical promotional practices by pharmaceutical Industry in Pakistan. The study was intended to find that who are responsible to initiate and continue these immoral services so that solutions may be suggested to minimize or end such practices. The population of the study contains doctors, pharma representatives, pharmacy stores, hospitals, health authorities and patients’ attendants in hospitals. A convenient based random sample (N=200) was selected to collect the data using a structured questionnaire, obtained from literature. The data is analyzed and presented using statistical and mathematical tools including mean, standard deviation, averages, ANOVA, f- test and z- test. The study comes to conclusion that these practices were started by pharmaceuticals and doctors are more responsible to continue these practices to accomplish their benefits especially financial gains. Moreover few doctors and pharmaceutical companies are striving hard to stop such practices by enforcing the law and regulations. The study suggests new legislation to stop such unethical practices through the higher authorities/committees. Also actions may be taken to stop promotion to the non-qualified doctors. Further, the companies need to develop and follow strict code of conduct, which should be part of initial training programs for their representatives. At the same time government law enforcement agencies are expected to work with true spirit to ensure ethical boundaries to develop a healthy and ethical atmosphere for patients.
Keywords: Unethical Practices, Pharmaceutical Industry, Pharma marketing strategies