The purpose of this paper is to uncover some ethically equivocal aspects of the pharmaceutical industry (PI). It identifies the determinants of the medical representatives’ (MRs) unethical behaviour as perceived by the MRs themselves and their direct customers.
Using a qualitative multi-actors approach, 40 in-depth interviews were conducted among MRs and physicians.
The study has revealed that providing misleading and incomplete information, giving incentives, making disparaging remarks about competitors and their products, falsifying daily call reports and the misusing of samples are the major unethical issues of MRs. The determinants of unethical behaviour can be classified into six groups: organizational, individual, job characteristics, stakeholders, situational, and cultural factors.
Because of the complexity of the subject matter and the research approach, the findings may lack generalizability. Besides, as the healthcare sector involves other actors (pharmacists, patients, and government), it will be more insightful to take into account their influence on the ethical/unethical behaviour of MRs.
Identifying questionable ethical behaviours and their determinants could be very helpful for firms to undertake the necessary actions (i.e. training programmes) to prevent their negative impact, and to develop ethical awareness among their MRs. This may enhance their public image and build long-term relationships with their customers.
This study is among few studies that has taken into account the views of more than a single actor in the PI (MRs and physicians).
