Can India stop drug companies giving gifts to doctors?BMJ 2013; 346 doi: https://doi.org/10.1136/bmj.f2635 (Published 29 April 2013) Cite this as: BMJ 2013;346:f2635
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Answer to the title yes India can stop, but debatable point why are we disturbed with a never ending topic? A person with a little knowledge of Marketing management will agree with my proposition. This debate is having similarity with the topic like can we replace oxygen? The most scientific version of marketing will accept that marketing is also a science and pharmaceutical marketing is a step ahead, because we market science. According to my view we have to consider the issue with historical perspective consequently will stop blaming game, either doctor or even government while companies are not even exception. If we consider any single product of the world either having quality issue or regulatory issue or pricing issue and sometime values as issue. I believe present title should be addressed with the help of Value based marketing or holistic marketing because we have to consider who is payer? So every penny is having impact on the value creation process so only government regulation or blaming doctor is not a panacea rather a 360 degree approach in marketing practices could be a solution. While placing my view I would be candid with the point that giving gift to doctor is not issue but issue how are we giving and why are you giving while how much is also very important point. Thanks and regards.
Competing interests: No competing interests