Case 20 arketing Tactics
1. What are the ethical issues in this case?
One might be tempted to say that the primary ethical issue is unfair business practices (e.g.,
2. Who are the primary stakeholders in these incidents and what are their stakes?
3. Is there any justification for the marketing and pricing tactics described in the case? Which
are acceptable and which are questionable?
4. What ethical principles may be violated by the marketing tactics described? Do any of these
ethical principles support
5. Big Pharma needs enormous sums of money to conduct R&D and to advance its innovations.
Do the ends justify the means because our health is at stake?
I do not think that these ends justify the means. Prescription drugs cost far more in the United
6. What response do you think physicians should take when approached regarding some of the
schemes presented in this case? Are doctors in a conflict of interest situation when taking Big