Abstract

Many pharmaceutical companies in India who are part of The Organization of Pharmaceutical Producers of India (OPPI) announced their intention to stop providing incentives (such as, gifts, cash, travel holidays, etc.) to doctors to influence their prescribing behavior.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

India, pharmaceutical company, ban, gifts, incentives, freebies, doctors, medical profession, marketing ethics, promotional expenses, prescribing behavior, Organization of Pharmaceutical Producers of India, Indian Medical Council (Professional Conduct, Etiquette and Ethics) Regulations 2002