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Pharmaceutical Marketing Ethics in Healthcare Quality for Patient Satisfaction: An Islamic Approach
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| Author:
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AHASANUL HAQUE,, SMH KABIR, ARUN KUMAR TAROFDER2NAILA ANWAR, FARZANA YASMIN, NAZMUL MHM
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| Abstract:
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Patients are the center of healthcaresystem where key role players include pharmaceutical manufacturers. In recent
years, ethical standards of marketing strategies conducted by pharmaceutical manufacturers have declined significantly
which raises the question ofhealthcare quality. The conventional wayof pharmaceutical marketing is widely accepted
by Muslims and non-Muslims around the world. Limitedstudies have been conducted so far to establish Islamic
marketing mechanismin pharmaceutical businessas Islam is the answer to all questions of our lives and beyond. This
paper theoretically proposed the relation of pharmaceutical marketing strategies with quality healthcare service for
patient’s satisfaction and investigated it with primary data. It also highlights the mediating effect of Islamic marketing
mechanism from ethical context. The findings revealed that there is a significant positive relationship exists between
pharmaceutical marketing ethics and Islamic marketing mechanism which partially mediates healthcare quality. Also,
healthcare quality significantly influences patient satisfaction. The framework developed in this study need to be tested
in the future through other social factors. Based on the findings, recommendations for Muslim entrepreneurs are
explained at the end.
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| Keyword:
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pharmaceutical, marketing, healthcare, ethical, Islamic Perspective
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2019.11.01.307
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| Download:
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