A Comparative Study Measuring the Attitudes and Ethical Considerations of Physicians and Pharmaceutical Representatives Marketing Guidelines and Strategies

A quantitative comparative survey research design was used to measure physicians' and pharmaceutical representatives' perceptions of pharmaceutical marketing strategies and related ethical considerations. Since the most recent update to the Pharmaceutical Research and Manufacturers of America (PhRMA) professional code of conduct in 2009, questionable marketing practices have continued unabated. These questionable practices have resulted in increased scrutiny of the pharmaceutical industry. The specific problem this study addressed is the need for a current examination of physicians' and pharmaceutical sales representatives' perceptions of push and pull marketing strategies as well as related ethical considerations. The purpose of this quantitative comparative descriptive survey study was to examine current push marketing strategies, pull marketing strategies, and related ethical considerations by comparing the perceptions of pharmaceutical sales representatives with physicians in the Mid-Atlantic region of the United States. Three research questions guided the study: (a) How do pharmaceutical sales representatives and physicians compare in their perceptions of push marketing strategies? (b) How do pharmaceutical sales representatives and physicians compare in their perceptions of pull marketing strategies? (c) How do pharmaceutical sales representatives and physicians compare in their perceptions of ethical considerations of marketing strategies? The study sample consisted of two groups: physicians and pharmaceutical sales representatives located in the Baltimore/Washington, DC area. Survey response data were analyzed using descriptive and inferential statistical methods (partial correlation). Partial correlation statistical tests found significant differences between physicians' and pharmaceutical representatives' perceptions of push marketing strategies (six of seven correlations), pull marketing strategies (four of six correlations), and ethical considerations of marketing (three of ten correlations). Recommendations were made for the PhRMA to further examine the implications of pull marketing strategies, which study results indicate pose a greater threat to ethical conduct than do push marketing strategies. It was also recommended that the medical community expand training to physicians on the ethical dimensions of accepting promotional gifts and the consequences of not complying with government regulations and professional guidelines. Additionally, it was recommended that future researchers replicate this study in different geographic areas and include different populations such as physician assistants, nurse practitioners, and consumers.