Karachi: Pakistan is losing an estimated Rs 35 to 50 billion every year due to non-evidence-based prescribing and unethical marketing of medicines, a practice that is not only draining the country’s healthcare resources but also fuelling antimicrobial resistance (AMR) and eroding global trust in local pharmaceutical products, federal health officials said on Thursday.
Speaking at a conference in Karachi, Drug Regulatory Authority of Pakistan (DRAP) Chief Executive Officer Dr. Obaidullah said more than half of all medicines sold globally are either inappropriately prescribed or promoted, while in Pakistan, the irrational use of drugs accounts for up to a quarter of the total health budget.
“Sixty-five percent of Pakistan’s healthcare spending is out of pocket, and yet a large part of it is wasted on irrational prescriptions. This is both an ethical and economic failure,” he said.
Speaking at the session “Redefining Pharma Marketing: From Data Insights to Patient Impact” during the Health Asia 2025 Conference at Karachi Expo Centre, Dr. Obaidullah warned that unethical promotion and misuse of antibiotics have contributed to over 700,000 deaths annually linked to AMR in Pakistan.
He said infections once easily treatable such as typhoid, tuberculosis and urinary tract infections are now becoming resistant to almost all available drugs.
“Overuse and unethical promotion shorten a drug’s commercial life and erode brand credibility. Once-dominant antibiotics like ampicillin, ciprofloxacin and cefixime now face declining markets due to resistance. AMR means loss of efficacy, revenue and export trust,” he said.
Dr. Obaidullah stressed that ethical marketing should not be seen as a barrier to business but as a “trade enabler.” “Ethical compliance is now a prerequisite for access to global regulated markets. Countries and companies that ignore this reality are losing competitiveness,” he said.
He cited data from WHO, OECD and the World Bank showing that every one percent invested in rational medicine use yields five to ten times savings, while ethical promotion reduces wasteful spending and prevents reputational loss. “Ethics create market access, build trust, and ensure growth. Regulation promotes business when compliance becomes conscience,” he added.
The DRAP chief said the authority’s SRO 1472 (I)/2021 provides a framework for ethical promotion and marketing of drugs, while plans are underway for digital audits, prescribing analytics and public dashboards to ensure transparency. “Promoting health, preserving trust and protecting economies through responsible marketing must be our shared national goal,” he said.
PharmEvo Chief Executive Officer Syed Jamshed Ahmed said ethical marketing is the way forward for the pharmaceutical sector. “Our marketing must focus on patients’ needs and their sufferings, not sales targets. Unethical practices not only burden patients but endanger their lives,” he said.
He said the latest market data show that even with ethical practices, both unit sales and product value can increase significantly. “When companies act responsibly, the result is brand loyalty and long-term growth. Ethics, transparency, and collaboration are the future of pharmaceutical marketing,” he added.
Health Asia organizer Prof. Dr. Zakiuddin Ahmed said his vision is to make Health Asia the “Arab Health of Pakistan” by bringing all stakeholders together for practical discussions on patient care, innovation and industry collaboration. “Pharma is a key player in healthcare. We want to use this platform to encourage dialogue, promote solutions, and create ease for both patients and businesses,” he said.
PharmEvo Managing Director Haroon Qassim said public trust in healthcare professionals and the pharmaceutical industry must never be compromised. “People do not go to hospitals by choice but in pain and distress. It is our responsibility not to breach that trust,” he said. He added that major tech companies like Google and Amazon are investing in healthcare because they see its growth potential but are doing so responsibly.
Chairman of the Pakistan Pharmaceutical Manufacturers Association Tahir Azam said marketing is necessary for any business, but in healthcare, it must always safeguard patient welfare. “We cannot advertise like other industries, so ethical marketing becomes even more important,” he said.
Former PPMA chairman Zahid Saeed, communications expert Farhan Malik, and others also spoke on the importance of ethical promotion and rational use of medicines to restore credibility to Pakistan’s pharmaceutical industry.
The session was part of the 22nd Health Asia International Exhibition and Conferences, jointly organized by Ecommerce Gateway Pakistan, DRAP, and the Pakistan Pharmaceutical Manufacturers Association.
Ends