STORY: You have just been hired as an outside sales rep for a pharmaceutical company. You will be taking over the territory of one of the top reps in the company who will be retiring. As part of your training, your manager has arranged for you to spend a month with the rep in his territory so that he can introduce you to his clients and you can learn how he manages his territory. You are very excited to learn what you can from this person because he has been so successful with the company. Before you are introduced to the biggest doctor in the territory, the rep hands you a list of restaurants and explains that this is a list of the doctor’s favorite places. He goes on to tell you that the doctor has a choice about prescribing the drugs you represent or generic versions. In order to keep the doctor’s business, you will need to make sure you thank the doctor for prescribing your drugs with gift certificates or tickets to whatever is playing in town. The doctor and her husband especially love to see Broadway shows.
RESPONSE: Each scenario has discussed an ethical dilemma and how people may be affected by the situation. In this scenario, the ethical dilemma is bribery because it depicts that the sales rep must continuously reward the doctor for him to stay in business with them. In the text, he goes on to tell you the doctor has a choice about prescribing the drugs you represent or generic versions. In order to keep the doctor’s business, you will need to make sure you thank the doctor for prescribing your drugs with gift certificates or tickets to whatever is playing in town.” This quote most nearly shows how the sales rep must bribe the doctor to continue the business, which is ultimately bad for both them and the company because you are spending money on your customer when you are supposed to be trying to get them to spend money on the company by purchasing products. At this point, the doctor is taking advantage of the fact that he receives these incentives because he knows that he can. Another thing we should take note of is the fact that both the generic and regular brands are being sold to him, which means that he is not always purchasing high-priced products. So, is bribery necessary? Lastly, if it were me, I would bring to the attention of the soon-to-be former sales rep on the project the negative side of bribing customers and how it can affect our company as well as ourselves. It is never okay to bribe because it will eventually get out of hand, and you will not end with the better end of the stick.
QUESTION I NEED TO ANSWER: Please identify the stakeholders in this scenario, for example: the doctor is not giving the customer the option for the cheaper, generic drugs and is only prescribing the drugs sold by the company you work for. How might that impact the customers?
Would you tell the higher-ups at your company what has been occurring? Why or why not?
In the realm of pharmaceutical sales, ethical dilemmas can arise when pursuing business objectives clashes with moral principles. The scenario presented raises concerns about bribery, highlighting the need to navigate the delicate balance between maintaining customer relationships and upholding ethical standards. This essay delves into the stakeholders involved, explores the potential impacts of the doctor’s prescribing behavior, and discusses the decision to inform higher-ups about the situation.
Doctor and Patients: The doctor’s prescribing decisions directly impact patients’ health and well-being. Favoring more expensive branded drugs over generic alternatives might lead to higher medical costs for patients, potentially affecting their access to affordable healthcare.
Pharmaceutical Company: The company is a stakeholder with a vested interest in maintaining profitable sales figures. However, the ethical implications of using gift certificates and show tickets to influence prescriptions need to be carefully considered.
Sales Representative: As the intermediary, the sales representative aims to build relationships, drive sales, and achieve targets. However, they also face an ethical dilemma regarding whether to engage in practices that might be considered bribery.
Manager and Higher-Ups: The manager and senior leadership of the pharmaceutical company are responsible for setting ethical standards, guiding sales practices, and maintaining the company’s reputation.
The doctor’s practice of exclusively prescribing the company’s drugs without offering patients the option of cost-effective generic alternatives raises ethical concerns. Patients might unknowingly be subjected to higher medical expenses, potentially compromising their access to necessary treatments. The company’s reputation could be tarnished if allegations of bribery or unethical practices surface, leading to legal and financial repercussions. Moreover, the sales representative may find themselves morally conflicted and obligated to compromise their integrity to maintain business relationships.
The decision to inform higher-ups about the situation hinges on several factors. Firstly, it is imperative to uphold ethical standards and ensure that the company’s practices are aligned with legal and moral norms. Transparency in reporting ethical concerns can lead to corrective actions, potentially steering the company away from practices that might harm stakeholders and its reputation.
Furthermore, informing higher-ups demonstrates a commitment to integrity and responsible business practices, which can enhance the company’s long-term sustainability. However, the decision should be approached diplomatically, focusing on raising concerns rather than accusing the sales representative or the doctor. Constructive dialogue can provide an opportunity to address the issue and find ethical alternatives to strengthen customer relationships.
On the other hand, not informing higher-ups may risk perpetuating unethical behavior. Failing to address the situation may result in more customers being subjected to potentially costly medical treatments, and the company’s reputation may eventually suffer due to the discovery of such practices.
In conclusion, the scenario of a pharmaceutical sales representative being instructed to reward a doctor’s prescribing behavior raises ethical questions about the balance between business success and moral principles. Stakeholders such as the doctor, patients, the pharmaceutical company, and its representatives are impacted by these practices. Deciding whether to inform higher-ups about the situation involves considering the company’s ethical obligations, reputation, and commitment to responsible business practices. Ultimately, ethical behavior and transparency should guide decisions to ensure the well-being of all stakeholders involved.
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