The findings of the study “The Impact of Pharmaceutical Marketing on the Healthcare System: Ethical Challenges and Regulatory Perspectives,” conducted at Caucasus University, have been published in the international peer-reviewed journal Economist.

The article is authored by Professor Tengiz Verulava of Caucasus School of Business and Tinatin Tsaava, MBA, a graduate of the Healthcare Management Program at the same school.

Article link.

The journal Economist is indexed in the international scientific database ERIH PLUS, further underscoring the academic significance and visibility of the publication.

Tengiz Verulava, & Tinatin Tsaava (2025). The Impact of Pharmaceutical Marketing on the Healthcare System: Ethical Challenges and Regulatory Perspectives. Economist, 21(4), 101–122.

Abstract

The study explores the multifaceted impact of pharmaceutical marketing on healthcare systems, with particular emphasis on the risks associated with the dissemination of biased information. Such practices may adversely affect patient safety, compromise the rational use of medicines, and contribute to escalating healthcare expenditures.

The authors provide a comprehensive analysis of key marketing strategies - including engagement with pharmaceutical sales representatives, financial incentives for physicians, the mobilization of opinion leaders, direct-to-consumer advertising, and covert promotional activities — and assess their influence on prescribing behavior and healthcare policymaking.

The paper further examines both international and national regulatory frameworks, including European Union legal instruments and Georgian legislation. It identifies existing weaknesses in regulatory mechanisms and highlights gaps in enforcement practices.

The study concludes with evidence-based recommendations aimed at strengthening state oversight, enhancing transparency, ensuring access to independent and reliable information, and reinforcing ethical standards. These measures are essential for protecting public health and promoting the rational use of medicines.

Health Policy Center.