Abstract
AbstractThe paper aims to identify the main types of ethical violations in the interaction of the target audience with pharmaceutical companies using digital communication tools and develop recommendations for leveling their negative consequences. The first stage of the research assessed compliance with ethical principles of promoting medicinal drugs when using digital tools among target groups (doctors, pharmacists, and end-users). The stage identified ethical problems leading to irrational use of medicinal drugs. During the second stage, based on the frequency of identified violations of ethical principles of promotion, the authors formed four groups of digital promotion tools using typologization. The paper identified several basic ethical problems that may contribute to the irrational use of medicinal drugs, including the lack of control over the composition and content of promotional information, the impossibility to identify the true author of the publication, unbalanced presentation of information about medicinal drugs of pharmaceutical company-sponsor of the event or publication, hidden advertising of prescription drugs, the creation of an only positive image of the use of medicinal drugs, and the stimulation of the audience to use a particular medicinal drug. The research identified the main types of ethical problems specific to promoting medicinal drugs using digital tools. The authors offer recommendations for doctors and pharmacists to assess the quality of digital promotion tools and provide recommendations for pharmaceutical companies to organize the ethical promotion of medicinal drugs. The implementation of these recommendations for ethical promotion of medicinal drugs in the digital environment in the Russian practice of promoting medicinal drugs will make the functioning of the system for promoting medicinal drugs more effective and lawful, which, in turn, is beneficial to all participants in the promotion process.KeywordsPromotion of medicinal drugs in the digital environmentEthical promotion of medicinal drugsPharmacistsDoctorsDirect advertising for consumersJEL ClassificationI000I100I110I140I180
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