Sage Journals: Discover world-class research

Abstract

The internet is now recognised as a growing international phenomenon. All kinds of products and services are being marketed over the internet to consumers throughout the world because country borders no longer restrict conducting business in the international marketplace. Though there are several advantages of online commerce, this form of marketing does raise ethical dilemmas, particularly when it comes to marketing healthcare products and information to consumers internationally. This paper examines some of these potential ethical concerns and provides some strategies for consumers and online pharmaceutical marketers to handle these dilemmas more appropriately.

Keywords

alternative medicine e-health ethics online healthcare marketers online pharmaceutical marketers

Get full access to this article

View all access options for this article.

References

Kotler

(2003) Marketing Management, 11th edn., Prentice Hall, Upper Saddle River.

Kalin

(1999) ‘Choose your medicine’, CIO Web Business Magazine, http://www.cio.com/archive/webbusiness/060199_drugs.html, pp. 1–8.

Leckenby

J.D.

Hong

(1998) ‘Using reach/frequency for web media planning’, Journal of Advertising Research, 38(1), 7–20.

Anonymous (2003) ‘Internet usage on the rise, with more consumers logging on daily’, 2 July, www.consumerinterestbarometer.us/press.htm.

Goldhagen

(1998) ‘This is medicine? Alternative medicine web sites’, Infectious Medicine, 15(5), 309–313.

DeLuca

J.H.

Enmark

(2000) ‘E-health: The changing model of healthcare’, Frontiers of Health Services Management, 17(1), 3–15.

Chin

(2000) ‘The internet: Another facet to the paradigm shift in healthcare’, Singapore Journal of Medicine, 41(9), 426–429.

Deluca

J.H.

Enmark

(2001) ‘The latest revolution’, Health Forum Journal, 44(1), 22–25.

Sànchez

A.O.

Martin

Fuentes M.T.

(2002) ‘Consumer orientation of public hospital websites in Spain’, International Journal of Medical Marketing, 3(1), 20–30.

10.

Landro

(2000) ‘Web health groups ponder how to set universal standards’, New York Times (Eastern edn.) 2 November, B1.

11.

Risk

Dzenowagis

(2001) ‘Review of internet health information quality initiatives’, Journal of Medical Internet Research, 3(4), 28.

12.

Anonymous (2000) ‘Sizing healthcare eCommerce’, Forrester Research (January) http://www.forrester.com/.

13.

Lomangina

(1999) ‘Point and click prescriptions: Pros and cons of online pharmacies and guides for use’, Internet Medicine, 4(5), 1, 3, 4.

14.

Weschler

(2000) ‘Prices, promotion, politics’, Pharmaceutical Executive, 20(1), 24–30.

15.

Gallanis

P.J.

(1999) ‘E-tailers and retailers work to concoct perfect prescription’, DSN Retailing Today, 38(23), p. 60.

16.

Manhal-Baugus

(2001) ‘E-therapy: Practical, ethical and legal issues’, Cyberpsychology & Behavior, 4(5), 551–563.

17.

Chandra

Pettry

C.E.

Jr Paul

D.P.

III (2004) ‘Telemedicine from a macromarketing viewpoint: A critical evaluation with proposed licensing strategies’, Journal of NonProfit and Public Sector Marketing, forthcoming.

18.

Mack

(2000) ‘You have a brochure on the web. Now what?’, Pharmaceutical Executive, March, 16–22.

19.

Anonymous (2000) ‘Internet code of ethics’, Trustee 53(7), 4, 6.

20.

Liebman

(2002) ‘For online privacy compliance, HIPAA rules’, Medical Marketing & Media, May, 100–106.

21.

Fried

B.M.

Weinreich

Cavelier

G.M.

Lester

K.J.

(2000) ‘E-health: Technology revolution meets regulatory constraint’, Health Affairs, 19(6), 124–131.

22.

Deluca

J.H.

Enmark

(2001) op. cit.

23.

Goldman

Hudson

(2000) ‘Virtually exposed: Privacy and e-health’, Health Affairs, 19(6), 140–148.

24.

Liebman

(2000) ‘Down-to-earth internet ethics codes set standards for cyberspace’, Medical Marketing & Media, June, 100–102.

25.

Mack

(2000) op. cit.

26.

Adams

(2002) ‘Gaining trust, protecting privacy’, Pharmaceutical Executive, December, 46–49.

27.

Deluca

J.H.

Enmark

(2001) op. cit.

28.

Fried

B.M.

(2000) op. cit.

29.

Liebman

(2000) op. cit.

30.

Weschler

(2001) ‘Setting eHealth standards is top-of-mind for MCOs’, Managed Healthcare Executive, 11(3), 47, 49–50.

31.

Fried

B.M.

(2000) op. cit.

32.

Hagerty

J.R.

Berman

D.K.

(2003) ‘New battleground in web privacy war: Ads that snoop’, Wall Street Journal, 27 August, A1, A8.

33.

Fried

B.M.

(2000) op. cit.

34.

Weschler

(2001) op. cit.

35.

Boulding

M.E.

(2000) ‘Self-regulation: Who needs it?’, Health Affairs, 19(6), 132–139.

36.

Peeples

D.K.

(2002) ‘Instilling consumer confidence in e-commerce’, S.A.M. Advanced Management Journal, 67(4), 26–31.

37.

Adams

(2002) op. cit.

38.

Marshall

K.P.

(1999) ‘Has technology introduced new ethical problems?’, Journal of Business Ethics, 19(1), 81–90.

39.

Crabtree

Dibble

(2003) ‘Tijuana alternative clinics frustrate regulators’, San-Diego Tribune, 24 February, A1.

40.

Gillis

(2003) ‘A rush of products ready (or not) to fight SARS’, Washington Post, 10 May, E01.

41.

Weschler

(2000) op. cit.

42.

Gritzmacher

Broussard

Cody

(2003) ‘The new realities of money and politics in complementary/alternative medicine’, Business and Health Administration Association Proceedings, 153–158.

43.

Kanter

(1999) ‘Natural cures: Herbs are huge, but do they work?’ Los Angeles Business Journal, 18 January, 2.

44.

Razzouk

Seitz

Luus

S.P.

(2002) ‘Quackery in healthcare: Implications for marketers’, From Art to Technology: Opportunities in Marketing Research and Education, Atlantic Marketing Association Proceedings, 30–33.

45.

West

D.J.

Jr (2003) ‘Integrative healthcare at inner harmony: The convergence of Eastern and Western thinking about health’, Business and Health Administration Association Conference Proceedings, 333–337.

46.

Kearney

A.T.

(1997) Maximizing Health in the Next Millennium: A Prescription for Increased Shareholder Value, Kearney, Chicago.

47.

Frank

R.G.

(2003) ‘Government commitment and regulation of prescription drugs’, Health Affairs, 22(3), 46–48.

48.

Iglehart

J.K.

(2003) ‘Good science and the marketplace for drugs: A conversation with Jean-Pierre Garnier’, Health Affairs, 22(4), 119–127.

49.

Health Affairs.

50.

Eagle

Kitchen

(2002) ‘Direct consumer promotion of prescription drugs: A review of the literature and the New Zealand experience’, International Journal of Medical Marketing, 2(4), 293–310.

51.

Applequist

(1999) ‘OnlineDrugs.com: Legal issues raised by online pharmacies’, Drug Benefit Trends, 11(5), 28, 37.

52.

Attas

(1999) ‘What's wrong with ‘deceptive’ advertising?’, Journal of Business Ethics, 21(1), 49–59.

53.

Kahn

(2001) ‘How the media influences women's perceptions of healthcare’, Marketing Health Services, 21(1), 13–17.

54.

Sibley

C.E.

(2000) ‘Scattershot studies, self-serving sponsors: Can't we get better DTC advertising research?’, Medical Marketing & Media, 35(2), 96–98, 100.

55.

Fischman

Melton

(1999) ‘Drug bazaar’, US News & World Report, 126(24), 58.

56.

Basara

L.R.

Juergens

J.P.

(1994) ‘Patient package insert readability and design’, American Pharmacy, August, 48–53.

57.

Edwards

S.M.

Lee

J-H

(2002) ‘Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads’, Journal of Advertising, 31(3), 83–92.

58.

Liu

Shrum

L.J.

(2002) ‘What is interactivity and is it always a good thing? implications of definition, person and situation for the influence of interactivity on advertising effectiveness’, Journal of Advertising, 31(4), 53–64.

59.

Stern

B.B.

Zinkham

G.M.

Holbrook

M.B.

(2002) ‘Netvertising image communication model (NICM) and construct definition’, Journal of Advertising, 31(3), 15–27.

60.

Liebman

(2000) op. cit.

61.

Fisher

S.E.

(2000) ‘Online healthcare contends with fraud’, InfoWorld, 22, 27.

Ethical Considerations in the Marketing of E-Health Products

Abstract

Keywords

Get full access to this article

References