The Promotional Efforts Of The Pharmaceutical Industry And The Well-Being Of Vulnerable Consumers

Over-the-counter (OTC) medicines are considered harmless compared to prescribed drugs but the misuse of these drugs is increasingly recognized- especially in Western societies. However, the experience of vulnerable populations is largely overlooked. The authors draw upon the lay theories of medicine to explore how promotional efforts of pharmaceutical companies impact vulnerable consumers’ well-being in Sri- Lanka by using a multimethod approach. Initial interviews with 20 people (pharmaceutical representatives, government officials, and pharmacists) revealed that there is a blurred boundary in how OTC and non-OTC medicines are perceived by individuals, which might potentially impact consumers’ wellbeing. This research will have two contributions. First, using a bottom-up approach the authors will explore the interactions and experiences of vulnerable consumers while identifying the underlying reasons of beliefs about OTC drugs.
Second, the authors will connect different stakeholders (i.e., pharmacists, physicians) by proposing a digital platform to track the use of OTC and non-OTC drugs.