Pharmacist torn between healthcare and sales in a Brazilian pharmacy

Is Your Pharmacist a Salesperson or a Healthcare Provider? Understanding Drug Advertising in Brazil

Jordan Keane in Health & Wellness August 2025 • 5 min read.

"Unveiling the hidden truths behind pharmaceutical marketing tactics and their impact on your health decisions in Brazil"

Drug advertising possesses the power to shape societal perspectives, reflect cultural values, and influence health-related behaviors. Pharmaceutical companies wield this powerful tool to communicate with healthcare professionals, including pharmacists, who play a crucial role in dispensing medications and advising patients. However, when the primary goal of drug advertising shifts from providing essential information to driving sales, ethical concerns arise.

In Brazil, the pharmaceutical industry's marketing strategies targeting pharmacists have come under scrutiny. A research article published in the Brazilian Journal of Pharmaceutical Sciences delved into the nature of drug advertising directed at pharmacists in Brazil, questioning whether these ads prioritize information or sales promotion. This article sheds light on the potential conflict between the pharmacist's role as a healthcare provider and the pressure to boost pharmaceutical sales.

This article analyzes the findings of this research, explores the implications of sales-oriented drug advertising, and emphasizes the importance of pharmacists maintaining their role as trusted healthcare advisors. We aim to empower you with the knowledge to navigate the complexities of pharmaceutical marketing and make informed decisions about your health.

The Core of the Issue: Advertising Strategies and Their Impact

Pharmacist torn between healthcare and sales in a Brazilian pharmacy

The research, led by Jussara Calmon Reis de Souza Soares, analyzed a series of drug advertisements published in Brazilian technical journals aimed at pharmacists and other healthcare professionals. The study focused on the content of the messages, critically examining the role attributed to pharmacists and discussing it within the context of pharmaceutical care.

The methodology followed guidelines set by Anvisa, Brazil's National Agency for Health Surveillance. Anvisa emphasizes the social responsibility of pharmacists, which includes reducing preventable drug-related morbidity and mortality. However, the study revealed a concerning trend: the information provided in the ads primarily focused on sales growth and profitability, rather than comprehensive information on safe and effective drug use.

Emphasis on Sales: The ads predominantly highlighted sales targets and profit margins, overshadowing crucial information about drug interactions, side effects, and appropriate usage.
Pharmacists as Salesmen: The advertisements often portrayed pharmacists as salesmen rather than healthcare professionals, encouraging them to prioritize sales over patient well-being.
Promotion of Heavily Advertised Drugs: Pharmacists were encouraged to sell pharmaceutical drugs that were also heavily advertised to medical doctors, potentially leading to over-prescription and inappropriate medication use.

This emphasis on sales raises significant concerns about the quality of pharmaceutical care. When pharmacists are primarily motivated by sales targets, they may be less likely to provide comprehensive patient counseling, monitor for potential drug interactions, or address patient concerns about medication safety.

Protecting Your Health: What You Can Do

The findings of this research highlight the importance of being a proactive and informed healthcare consumer. Here are some steps you can take to ensure you receive the best possible pharmaceutical care: <ul> <li>Ask Questions: Don't hesitate to ask your pharmacist questions about your medications, including their purpose, potential side effects, and interactions with other drugs.</li> <li>Seek Independent Information: Consult reliable sources of health information, such as your doctor, reputable websites, and patient advocacy groups, to learn more about your medications.</li> <li>Be Aware of Sales Tactics: Recognize that pharmacists may be influenced by sales incentives. Prioritize your health needs over any potential sales pressure.</li> <li>Report Concerns: If you have concerns about the advice or treatment you receive from a pharmacist, report them to the appropriate regulatory authorities.</li> </ul> By empowering yourself with knowledge and taking an active role in your healthcare decisions, you can ensure that your pharmacist acts as a trusted healthcare advisor, prioritizing your well-being over sales targets. Remember, your health is your most valuable asset. Stay informed, ask questions, and demand the best possible care.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1590/s1984-82502011000400004, Alternate LINK

Title: Drug Advertising Directed To Pharmacists In Brazil: Information Or Sales Promotion?

Subject: General Pharmacology, Toxicology and Pharmaceutics

Journal: Brazilian Journal of Pharmaceutical Sciences

Publisher: FapUNIFESP (SciELO)

Authors: Jussara Calmon Reis De Souza Soares

Published: 2011-12-01

Everything You Need To Know

What were the key findings of the research regarding drug advertising aimed at pharmacists in Brazil?

The research, led by Jussara Calmon Reis de Souza Soares, found that drug advertisements in Brazilian technical journals aimed at pharmacists often prioritize sales growth and profitability over providing comprehensive information on the safe and effective use of drugs. This can lead to pharmacists being encouraged to focus on sales targets rather than patient well-being, potentially impacting the quality of pharmaceutical care. Anvisa emphasizes the social responsibility of pharmacists, which includes reducing preventable drug-related morbidity and mortality, so this focus on sales is detrimental to their mission.

How can drug advertising influence healthcare decisions, and what are the potential consequences of sales-oriented advertising?

Drug advertising can significantly influence healthcare decisions by shaping perceptions and behaviors related to health. When pharmaceutical companies prioritize sales-oriented advertising, they risk compromising the objectivity and completeness of the information provided to healthcare professionals like pharmacists. This can lead to the promotion of heavily advertised drugs, potentially resulting in over-prescription and inappropriate medication use. The result is an environment where sales incentives compete with the pharmacist’s primary duty of patient care.

What steps can I, as a patient, take to ensure that I receive the best possible pharmaceutical care in light of the potential influence of sales tactics on pharmacists?

As a patient, you can protect your health by asking your pharmacist questions about your medications, including their purpose, potential side effects, and interactions with other drugs. Additionally, you should seek independent information from reliable sources, such as your doctor, reputable websites, and patient advocacy groups. Be aware of sales tactics and prioritize your health needs over any potential sales pressure. If you have concerns about the advice or treatment you receive from a pharmacist, report them to the appropriate regulatory authorities.

How does the promotion of pharmacists as salesmen impact patient care and their role as healthcare providers?

The study highlights a concerning trend where pharmacists are portrayed more as salesmen than healthcare professionals. This emphasis on sales can lead to reduced patient counseling, failure to monitor potential drug interactions, and neglect of patient concerns about medication safety. This shift undermines the pharmacist's social responsibility, as emphasized by Anvisa, which includes reducing preventable drug-related morbidity and mortality. The research conducted by Jussara Calmon Reis de Souza Soares illuminates these worrying issues.

What are the potential risks and implications when drug advertising is primarily focused on sales rather than comprehensive information?

If drug advertising primarily focuses on sales, crucial information about drug interactions, side effects, and appropriate usage may be overshadowed. This can compromise the quality of pharmaceutical care, leading to potential risks for patients. Comprehensive patient counseling may be neglected, monitoring for drug interactions might be overlooked, and patient concerns about medication safety could be disregarded. This situation creates a dangerous environment where the pursuit of profit takes precedence over patient well-being and optimal health outcomes.