Ethical Issues Associated With This Case Study

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..the resident had just been wined and dined by the drug representative whose company made the new antibiotic" (Morreim 2011).

Q2. How would you address these issues as the manager of your division?

To address some of these ethical questions, the information about the disease should focus on basic information, as well as showcase the new drug in a specific manner. Hard data should back up claims about the drug's efficacy. Drug promotions such as stuffed toys, pens, and other paraphernalia should be minimized. There should be clearly-worded disclaimers denoting the relationship between the doctors and the pharmaceutical company that trained them.

Most of the existing evidence suggests that drug advertising can be powerfully persuasive. A study comparing two groups of physicians who had been treated to a vacation at a luxury resort by different pharmaceutical companies found that "the prescriptions for Drug a increased from 81 units before the trip to 272 units afterwards…Drug B. went from 34 units to 87 units, more than doubling.

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In the case of Drug B, the use those doctors made of the medication went well beyond the nationally agreed-upon standard of care" (Morreim 2011). This discrepancy could not be explained by data about the patients, which was relatively consistent between the two groups.

Of course, drug companies are entitled to make a profit and drug salespersons should not be denied bonuses if they do they jobs well. But to reduce ethical objections that might be raised it is essential that the marketing of drugs is done in a manner to minimize ethical quandaries. Science, rather than free trips, foods, and promotions should be the ostensible focus of the presentation. Drug representatives must be impressed, in their training, of the need to stick to their script and not make claims about the drug above and beyond what the scientific literature indicates for its use......

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