The pharmaceutical market in India today is deserving Rs. 57206 crores up from Rs. 5000 crores in 1995* . It is one of the fastest turning markets with a growing rate of around 15 % . India has a big figure of Pharmaceutical companies which operate in an environment of high competition. The competition is even higher in a high generic market like in India where drugs are in ferocious monetary value competition. It is estimated that there are around 20. 000 pharmaceutical companies* in India. viing for a portion of the market. in a ill regulated environment. To be in front in the race. pharmaceutical companies are puting extremely in selling and publicity of their drugs. The Consumer International Report 2010. on an norm. the Indian Pharmaceutical companies spend about 30 % of their gross in drug publicity which is one of the highest per centum in the universe.

Drug promotional schemes are communicating schemes through which Pharmaceutical companies convey the benefits of their merchandises and services to their mark clients. The World Organization defines publicity of drugs as all information providing and persuasive activities by drug makers and distributers. which influences the prescription. supply. purchase and/or usage of medical drugs.

In India. the publicity of drugs is reasonably permeant and has become a portion of the mundane life of most physicians. Virtually all medical diaries contain advertizements of different drugs. physicians are provided unasked information on new drugs by the pharmaceutical companies and branded drugs are straight marketed to the consumers. However. many selling schemes are far more personal ; affecting proviso of gifts to the physicians. patronizing certain educational or societal activities for the doctors and cultivating a stopping point relationship between the company’s Medical Representatives ( MRs ) and the doctors.

This interaction and dealingss between the Pharmaceutical companies and the physicians has attracted a batch of attending in recent times. chiefly because the primary ethical responsibility of the physician is to supply patients with the most effectual intervention and the pharmaceutical companies with their primary motivation of pull outing maximal net incomes through their drug gross revenues influence the prescriber’s determinations by unethical drug publicity.

While the Pharmaceutical companies have ever been blamed for corrupting physicians. the doctor’s position of non sing credence of gifts as unethical shouldn’t be ignored. However. among the assorted signifiers of drug publicity credence of gifts by the physicians from the company’s representatives has been a affair of concern as it leads to conflict of involvement between the physicians and the patients.

Four cardinal rules of medical moralss are as follows.

1 ) Autonomy

To supply informed pick and to esteem the patient’s determination.

2 ) Beneficence

To ever move in the best involvement of the patient

3 ) Nonmaleficence

To ever protect the patient from any injury

4 ) Justice

To follow equity in supplying health care

When doctors accept gifts or acquire influenced by the unethical publicity of drugs. there may be a struggle of involvement between their duty to supply the most effectual and most low-cost intervention to their patient and any duty which they may be confronting to order a peculiar company’s drug.

Other activities which are unethical and still followed by the Pharmaceutical companies are- giving selective or inaccurate information to the prescribers and the patients. giving poorer quality of drug information than it is given to their western opposite numbers. etc. in India. presently there is no legal demand in periodic recertification or go oning medical instruction. So for the prescribers there is no other manner but the company’s medical representatives in obtaining information about the latest developments in the field of therapeutics.

Recently in India. due to public concern about these patterns. there has been development of assorted guidelines in the country of unethical drug publicity. However. these guidelines did non enforce any limitations on prescribers. In 2009. the Medical Council of India ( MCI ) passed amendments on the Code of moralss which now contains rigorous steps against any medical practician who benefits from any pharmaceutical company.

Therefore elaborated guidelines on the appropriate relationship between the prescribers and the pharmaceutical companies are in topographic point. Inspite of this. medical professionals continue accepting gifts and acquiring influenced by the unethical drug publicity. So this raises several inquiries on the doctor’s perspectives on what he considers to be ethical in the current drug publicity patterns. Do the prescribers consider the individualized selling tactics to be ethically acceptable despite the critical concerns sing it? This paper will take to understand the prescriber’s position of moralss in drug publicity.

The purpose of this paper is to analyze the moralss in the drug publicity activities undertaken by the pharmaceutical companies in India and to understand the doctor’s attitudes and perceptual experiences of moralss in these activities.

Till day of the month no survey has been undertaken on the moralss in drug publicity in the Indian construct. The present survey efforts to turn to this job. Besides the survey is of import for two grounds.

1 ) Datas from India on attitudes and patterns of physicians sing ethical drug publicity are virtually non-existent.

2 ) In position of the recent guidelines by the Medical Council of India ( MCI ) . it is of import to cognize the magnitude and nature of the job amongst the physicians.