. Aseel Bin Sawad; . Kate Andrews
Volume 12, Issue 5 , June 2022, , Pages 1-11
Abstract
BACKGROUND: Some pharmaceutical company sales representatives are using bribes to encourageincreasing medication prescriptions. In 2012, GlaxoSmithKline paid $3 billion on a felony ...
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BACKGROUND: Some pharmaceutical company sales representatives are using bribes to encourageincreasing medication prescriptions. In 2012, GlaxoSmithKline paid $3 billion on a felony chargerelated to bribing doctors to prescribe the company’s medications. Using Hunt and Vitell’s generaltheory of marketing ethics, the purpose of this qualitative multiple case study was to explore strategiessome sales managers in the pharmaceutical industry used to improve marketing training to reduceunethical sales representative behavior.MATERIALS AND METHODS: Data were collected from company reports and documents providedby sales managers and semistructured interviews with five sales managers of different pharmaceuticalcompanies in the northeast region of the United States. Data were analyzed using thematic analysisand Yin’s 5‑step process of compiling, disassembling, reassembling, interpreting, and concludingthematic data analysis.RESULTS: Three themes emerged from data analysis: developing ethical standards, developingorganizational policy, and implementing training and development programs. A key recommendation isthat pharmaceutical sales managers identify ethical standards to inculcate in their business practicesto achieve ethical marketing training that can result in sales representatives’ ethical behavior. Theimplications for positive social change include the potential for sales managers to develop strategiesto reduce unethical behavior in the pharmaceutical industry.CONCLUSION: Reducing unethical behavior may lead to more trust between patients and physicians,improving patient satisfaction and promoting prosperity for the community through enhancing thequality of health care.
