Pakistan is losing up to Rs. 50 billion every year because of non-evidence-based prescriptions and unethical marketing practices in the pharmaceutical sector. They warned that such practices are draining the country\u2019s healthcare system, accelerating antimicrobial resistance (AMR), and damaging global confidence in local medicines.<\/p>\n
Speaking at the Health Asia 2025 Conference in Karachi, Drug Regulatory Authority of Pakistan (DRAP) Chief Executive Officer Dr. Obaidullah said that more than half of all medicines sold worldwide are either misprescribed or wrongly promoted. In Pakistan, he noted, irrational drug use consumes nearly one-fourth of the national health budget.<\/p>\n
\u201cSixty-five percent of Pakistan\u2019s healthcare spending is out-of-pocket, yet a large portion is wasted on unnecessary prescriptions. This is both an ethical and economic failure,\u201d he said during a session titled \u201cRedefining Pharma Marketing: From Data Insights to Patient Impact.\u201d<\/p>\n
Dr. Obaidullah cautioned that unethical drug promotion and antibiotic misuse are major contributors to AMR, which causes over 700,000 deaths annually in Pakistan. \u201cDiseases that were once easily treatable, like typhoid, tuberculosis, and urinary tract infections, are now resistant to most medicines,\u201d he warned.<\/p>\n
He added that excessive use and unethical marketing shorten a medicine\u2019s commercial lifespan and harm brand reputation. \u201cPreviously dominant antibiotics such as ampicillin, ciprofloxacin, and cefixime now face shrinking markets due to resistance,\u201d he said. \u201cAMR equals loss of efficacy, revenue, and export credibility.\u201d<\/p>\n
The DRAP chief emphasized that ethical marketing should be viewed as a \u201ctrade enabler,\u201d not an obstacle. \u201cEthical compliance is now essential for entering global regulated markets. Companies that ignore this are losing their competitiveness,\u201d he said.<\/p>\n
Citing data from the WHO, OECD, and World Bank, he noted that every one percent investment in rational medicine use saves five to ten times more in return. \u201cEthical practices reduce waste, build trust, and create long-term business growth. Regulation promotes business when compliance becomes conscience,\u201d he added.<\/p>\n
Dr. Obaidullah also highlighted DRAP\u2019s SRO 1472 (I)\/2021, which sets guidelines for ethical drug promotion and marketing. He announced that digital audits, prescription analytics, and public dashboards are being planned to ensure transparency. \u201cOur goal is to promote health, preserve public trust, and protect the economy through responsible marketing,\u201d he said.<\/p>\n
PharmEvo CEO Syed Jamshed Ahmed echoed this message, calling ethical marketing the \u201cfuture of the pharmaceutical industry.\u201d He said, \u201cOur marketing must focus on patients\u2019 needs, not sales targets. Unethical practices hurt patients and endanger lives.\u201d<\/p>\n
He added that ethical practices can boost both sales and brand value. \u201cWhen companies act responsibly, they build brand loyalty and achieve sustainable growth. The future lies in ethics, transparency, and collaboration,\u201d he said.<\/p>\n
Health Asia organizer Prof. Dr. Zakiuddin Ahmed said his goal is to make Health Asia the \u2018Arab Health of Pakistan\u2019 by promoting dialogue on innovation and patient care. \u201cPharma plays a crucial role in healthcare. We want this platform to encourage collaboration, create solutions, and bring ease for both patients and businesses,\u201d he said.<\/p>\n