Marketing Wellness Case Study

1420 Words 6 Pages
To capitalize on opportunities, health care organizations are beginning to understand the strategic benefits of wellness and prevention. This has prompted such organizations to conduct health fairs with an aim to market their products albeit with fragmented efforts. Marketing wellness aims at motivating individuals in a bid to change their behaviors and thus requires effective marketing skills to motivate and incentivize people to take part in wellness and prevention activities. However, such marketing activities are at times laden with ethical issues which may prevent heath care organizations from effectively reaching their target market on time and communicating the desired message.
The Case
A pharmaceutical company that wants to influence
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This brings about a potential for health promotion to increase or limit the people’s freedom, the issue of health promotion as a source of collective benefit, the importance of distributing health care promotion benefits in a fair manner as well as the possibility that such promotion might be used to stigmatize or blame a patient for their health problem. Pharmaceutical companies may recommend unnecessary drugs and services to patients to take advantage of the profits accruing thereof.
Another ethical issue arising out of drug promotion is conceptual vagueness with charters that are made to provide justice, empowerment, enablement, and health promotion failing to define the concepts of ethically relevant concepts thereby leading to coercion and stigmatization. The pharmaceutical company may take advantage of its influence to coerce patients into buying and using its drugs and thus push profits. This kind of ethical behavior is rampant in structural intervention situations, such as campaigns aimed at cessation of smoking and alcohol
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The manager of the pharmaceutical company should ensure that the target patients get a chance to appraise and select a physician depending on how well they represent the patient’s interests since the actions of the physician may be influenced and thus swayed by the marketing efforts of the pharmaceutical company. The company should allow consumers and patients more information through health care newsletters and publications to increase the credibility of its actions and thus gain the confidence of patients and

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