Ethics in marketing HIV drugs in Sub Saharan Africa - Research Proposal Example

Ethics in marketing HIV drugs in Sub-Saharan Africa Proposed area of Research: Sub-Saharan Africa has the highest incidence of HIV in the world and women are the worst sufferers of this in the region. So far as it relates to a specific country of this region, South Africa is the most rampantly affected. The disease of HIV is further aggravated by the lack of availability of medicines or HIV drugs. In this backdrop, while marketing HIV drugs, pharmaceutical companies need to follow certain ethics. “The tragedy of HIV/AIDS in Sub-Saharan Africa is compounded by the lack of access to medicines that could effectively treat it.” (Suad & Afsaneh 178). This research is undertaken in order to understand the role of ethics in the marketing of HIV drugs. Ethics in marketing HIV drugs is a social science research topic and needs to be done carefully due to its high relevance to the society. The proposed research seeks to expand the role of ethics in marketing HIV drugs and is divided into two categories. The proposed area of research is divided into two parts. The first proposed area of research in the topic is the investigation of unequal distribution and access to HIV drugs by the patients in the Sub- Saharan African region who are distinguished on the basis of gender and age. Thus, the unethical practice of unequal distribution of drugs will be investigated. The second area of research needs to focus on understanding the ethical practice of making costly HIV drugs available in the region. The distribution of HIV drugs in the Sub-Saharan African region is unequal and children and women become the victims of scarcity. HIV Drugs are not easily available to women and children in the Saharan region of Africa. “While an estimated 800,000 children below the age of 15 require antiretroviral therapy, only about 60,000 to 100,000 are estimated to be receiving it, that is largely due to the failure to scale up programs for the prevention of mother-to-child transmission of HIV and to prevent HIV infection in young women, noted Dr De Cock.” (HIV treatment access reaches over1 million in Sub- Saharan Africa, WHO reports). Aim and Focus of the study: The aim of a study implies the result or conclusion that is to be reached through the research process and to find as fain solution to a specific problem “An aim is an overall specification of the intention or purpose of a program of study or institutional mission or policy.” (Harvey). This research will aim to identify the importance of ethics and the role of two main ethics in the marketing of HIV drugs in the region of sub Saharan Africa in the context of its specific problems. Drugs for HIV are not readily available in the markets of the Sub- Saharan African region. The acute scarcity of drugs in the region has resulted in the aggravation of the disease among its population. There is no appropriate drug which cures HIV. Antiretroviral is a widely known drug which, to a certain extent, acts as a care against the disease and improves the life and survival conditions of people suffering from HIV. The HIV drugs should be labeled as public drugs and should be made easily available in all areas in order to serve the needy. The aim and focus of the study is to investigate in the following aspects in detail: 1. The importance of ethics in marketing HIV drugs in the Sub – Saharan African region. 2. The ethic of equal distribution of drugs in the Sub – Saharan African region. 3. The ethic of making a costly HIV drugs accessible to the needy in the Sub-Saharan African region. Context for the Research: The background of this research is the region of Sub- Saharan Africa, which has the highest concentration of HIV patients in the world.” Research Context" refers to the physical setting of the research and the natural or artificial (simulated) properties of that setting.  Sometimes these properties are called "experimental conditions" or "study environment." The making of the context for a study is one kind of "Support Event.” (What is Research Context). Pharmaceutical firms in Africa are not appreciating the plight of people of South Africa where there are more than 66 percent HIV infections. Such firms in the region are more interested in making profits and are keen to maintain a monopoly status for HIV drugs. This is the root problem that causes scarcity of medicines in the region. For solving this problem, pharmaceutical firms need to follow ethical practices and acknowledge the importance of ethics. “Ethics is not about self - interest, not about bargaining, not about realism of the present moment but about what ought to be done in a given situation.” (Niekerkvan & Loretta 188). This research context is important in order to organize the research conduct it in such a manner as to achieve its objective. Research methodology: Significance of the study: HIV is a much dreaded and a severe concern to the general health apprehension and a reason of numerous deaths in Africa. Even though Africa currently has a population of more than 14.7% of the global inhabitants, more than 87% of its citizens are the victims of HIV and 90% of deaths in 2007, which have been attributed to this disease. Despite vehement denial by the administrations in sub-Saharan Africa a crisis for years, they new recognize the gravity the situation and have resumed operations to work toward solutions. Methodology: Methodology is an efficient way to systematically solve the research problem. It can be identified as the way of studying how the research is conducted. Scientifically, there are various ways to conduct a research and obtain a conclusion. The methodology mainly encompasses studying the research problem or the hypothesis and evolving certain specific to generate relevant information. Two different methods that can useful here is primary and secondary data collection. The most helpful method for the study, however, is the primary research.” To analyze the ethics in advertising and marketing in the study the following approach was adopted. first relevant literature, publications, newspaper articles, trade publications and studies were highlighted for the in depth information on current models of marketing specifically youth marketing and body image.” (Ileen 20). Primary research: Primary research is the researches done in the areas which are untouched by any one before and this is the best way to generate the first hand information. “Primary data collection is necessary when a researcher cannot find the data needed in secondary sources.” (Yann-Duval 1). Primary research can be in the form of survey method, interview method, questionnaire method etc which will help to identify how the ethical practices are carried out in the drug marketing in sub Sahara region. Information will be obtained from general public, health authorities, healthcare profess cal sand representation of pharmaceutical companies. Survey method: Surveys method it is the most general method to generate information with regard to marketing of drugs in the region to ascertain whether companies in the region are following ethical practices, the research will obtain data train health authorities as well as pharmaceutical companies. A survey is conducted by taking small samples of population and asking question to them in the by way of personal interview. “Good reasons for doing a customer satisfaction survey include: To find out where to focus process improvement efforts; To determine whether previous improvement efforts have worked; or To see whether strategic advantages or disadvantages exist.” (Nandi & Neena-Singh). Questionnaire:             In questionnaire method, two categories questions can be used such as open-ended and closed questions. These two categories of the questions are extremely diverse in nature and usage. These will help in eliciting information about ethical practice from pharmaceutical companies and gravity of the scarcity of medicines from health authorities, healthcare professionals as well as members of the general public. Open ended questions are expected to obtain descriptive answers. This type of question starts with what, describe, why and how. Closed questions can be replied with a single or small phrase. And also this type of questions can have the limited application. Interview method: The personal interviews are much advantageous and “it is vital for the Interviewer to have empathy with the Interviewee. In general, Interviewers should try to "blend" with respondents in terms of race, language, sex, age, etc. Choose your Interviewers according to the likely respondents.” (Survey Design). Interviews are the face to face conversation with people to obtain useful ideas and information regarding the situation, problems etc that they encounter in the region. Interview in the context o current research question will be carried out with representatives of pharmaceutical companies, healthcare professionals, health authorities as well as members of the general public. Secondary research: The secondary research mainly uses media as the source of information in gathering the information required for the study. There are various media reports that can provide information relating to the health problem in the region as well as pharmaceutical companies and their marketing practices. Visual media, radio and the print media, can also provide the details of the customer in an efficient manner. Thus, the literature review for this study will encompass information from various media sources and previous researches. Data Collection: If data are collected directly from group through interview it will help to acquire fundamental and original information from the population. The collection of data through the primary research is appropriate for collecting the information. .The Secondary data are information collected from the internal and the external sources. Research skills: Proper research skills are needed for a study of this magnitude, which involves victims of AIDS and remote area people of Sub Sahara regions of Africa. There can be chances of agitation and protest from local people. The main the main skill required here is a down to earth attitude to the respondents and to conduct the research successfully. Works Cited Harvey, L. Analytic Quality Glossary.Aim.2004.Web. 4 Dec.2010. HIV treatment access reaches over1 million in Sub- Saharan Africa, WHO reports.WHO.2006.Web. 4 Dec.2010. < http://www.who.int/mediacentre/news/releases/2006/pr38/en/index.html> Ileen E, Kelly. Advertising vs. Marketing: The Ethical Challenge. DISSERTATION.COM. 2005. Web. 4 Dec.2010. Interview.Dictonary.com.2010. Web. 4 Dec.2010 Nandi, S.N & Neena-Singh.Customer Satisfaction Survey and Analysis. Web. 4 Dec.2010. Niekerk, A.A-van & Loretta M, Kopelman. Ethics & AIDS in Africa: the challenge to cur thinking. New Africa Kooks.2005.Print Suad, Joseph & Afsaneh, Najmabadi. Encyclopedia of Woman & Islamic Cultures: Family, body, Sexuality and health. BRILL.2005. Print Survey Design. Creative Research Systems.2010. Web. 4 Dec.2010 What is “Research Context”. Web. 4 Dec.2010. Yann-Duval. Primary Data Collection Methods: Survey Design. UNESCAP.2005.Web. 4 Dec.2010. Read More