Executive Summary:
Despite constant advocacy around “patient centricity,” India’s healthcare ecosystem – from pharma to hospitals – continues to show deep structural gaps. Safety failures, unethical marketing practices, opaque pricing, and hospital-level exploitation still undermine patient trust. This article uses illustrative (not exhaustive) examples to show how these gaps persist, and where genuine patient-friendly efforts do exist.
When “Patient First” Breaks Down:
1. Safety & Ethics Failures:
India’s recent crises show that patient safety is still vulnerable to systemic weaknesses.
One of many examples demonstrating quality lapses:
- In October 2025, India declared three pediatric cough syrups — Coldrif, Respifresh-TR, and ReLife — toxic and unsafe due to diethylene glycol (DEG) contamination linked to child deaths.
- The WHO issued global alerts after detecting dangerous DEG levels.
- State regulators admitted major inspection gaps, including unfilled drug-inspector vacancies.
This is one form of patient-unfriendly failure – but quality lapses have surfaced repeatedly in other categories of medicines too.
2. Unethical Marketing Practices — Still Alive Despite UCPMP 2024:
A representative example among many:
- The Department of Pharmaceuticals found AbbVie Healthcare India sponsored a luxury trip for 30 doctors to Paris/Monaco — a clear UCPMP violation.
- No meaningful penalties were disclosed, reinforcing that enforcement remains weak.
This case is merely one of many unethical influences still shaping prescribing behavior.
2.1 UCPMP 2024 Exists, but Enforcement is Toothless:
- The UCPMP 2024 code outlines strict ethical rules for pharma.
- But without statutory backing or punitive powers, the code’s deterrence remains limited.
This is just one sign of India’s “soft touch” regulatory culture.
3.. Hospitals & Doctors: Patient-Centric in Theory, Revenue-Centric in Practice:
Again, the following are illustrative examples, not isolated incidents.
3.1 Overbilling, Procedure Inflation & Revenue Targets
Numerous investigations and patient testimonies reveal:
- Corporate hospitals often impose internal monthly revenue targets on doctors.
- Unnecessary surgeries, implants, and prolonged hospital stays are pushed to meet business objectives.
- Vendor-tied implants and consumables result in inflated pricing for patients.
These patterns show a recurring conflict between patient welfare and institutional profit.
3.2 Diagnostic Overuse Driven by Referral Incentives
- Mandatory MRIs, CT scans or lab panels for non-critical conditions.
- Referral chains that reward doctors or hospitals for test volume.
These widespread practices worsen India’s already high out-of-pocket spending burden.
4. Pharma’s Patient-Friendly Efforts: Encouraging, but Limited in Scale:
Many pharma companies run genuinely helpful programs — but they serve only a fraction of patients.
Below are examples among many such programs, not an exhaustive list:
3.1 Roche India — Blue Tree Program
- Patient counselling, home-delivery support, and navigation for oncology patients.
3.2 Intas Foundation — National Patient Support Network
- Chronic and rare disease support across 27+ states and 100+ hospitals.
3.3 Sun Pharma — Patient Support for Palbociclib + Mobile Health Units
- Access initiatives plus rural MHUs serving underserved regions.
3.4 Pfizer India — PAP India App
- Digital enrolment for patient assistance programs.
3.5 Cipla — Breathefree Initiative
- Lung health education and inhaler-use training for asthma/COPD patients.
These initiatives demonstrate that patient-centricity is possible — yet remain limited in reach compared to the scale of India’s disease burden.
4. The Core Problem: Structural Incentives Aren’t Patient-Centric:
India’s healthcare suffers from a systemic incentives gap:
- Pharma is rewarded for sales, not health outcomes.
- Hospitals optimize for revenue, not evidence-based care.
- Regulators focus on paperwork, not rigorous inspection.
- Patients lack pricing transparency and grievance redress.
- Outcome reporting by pharma support programs is almost nonexistent.
Until incentives shift, “patient centricity” will continue to be a marketing phrase rather than a structural reality.
5. What Must Change:
For Pharma
- Publish measurable patient-outcome data from PAPs.
- Link marketing incentives to adherence, satisfaction, and patient outcomes — not prescription volume.
- Adopt independent audits for safety and access programs.
For Hospitals & Doctors
- Prohibit revenue-linked professional targets.
- Mandate transparent cost disclosures before treatment.
- Establish patient-rights cells with independent oversight.
For Regulators
- Give UCPMP statutory authority with real penalties.
- Fill all drug-inspector posts and accelerate surprise audits.
- Mandate public reporting of safety violations.
For Patients/Citizens
- Demand transparent bills, treatment rationale, and alternatives.
- Report overcharging and unethical promotions.
Conclusion:
India’s healthcare and pharma ecosystem will only become patient-friendly when safety, ethics, transparency, and accountability become non-negotiable pillars of the system — not optional CSR-style add-ons.
“Patient centricity” must shift from being a promotional narrative to becoming a structural design principle. Until then, the current contradiction will continue -loud advocacy, thin implementation, and uneven patient experiences.
— By: Tapan J. Ray
Author, commentator, and observer of life beyond the corporate corridors.
Disclaimer: The views/opinions expressed in this article are entirely my own, written in my individual and personal capacity. I do not represent any other person or organization for this opinion.
Key Sources:
- Roche India — The Blue Tree Program (official): Roche India corporate page. Roche India+1
- Intas Foundation — Patient Assistance Program (official): IntasFoundation.org. intasfoundation.org+1
- Sun Pharma — Palbociclib launch & PAP (press release): Sun Pharma press/materials. Sun Pharmaceutical Industries+1
- Pfizer PAP India — app and program (official): Pfizer India / Google Play listing / press. Google Play+1
- Cipla — Breathefree (official): Breathefree / Cipla patient site. breathefree.com+1
- Contaminated cough syrups & DEG child deaths (peer-review & Reuters coverage & WHO alert):PMC/NCBI article on Gambia incident (background), Reuters & WHO reports on 2025 India DEG incidents, BMJ coverage. BMJ+3PubMed Central+3Reuters+3
- State FDA inspection capacity & audits (Times of India coverage post-syrup crisis): reporting on inspector vacancies and limited audits. The Times of India
- AbbVie India foreign-trip investigation / DoP reprimand / related coverage: Times of India, New Indian Express and Economic Times coverage of the 30-doctor Paris/Monaco trip and ensuing probes. The Times of India+2The New Indian Express+2
- UCPMP 2024 documentation & commentary (DoP / legal FAQs): Department of Pharmaceuticals UCPMP material and Cyril Shroff client alert. Also Supreme Court push to give UCPMP statutory force (LiveLaw). Cyril Amarchand Mangaldas+2Department of Pharmaceuticals+2
- Academic/analysis on drug safety, DEG incidents & systemic failures: IJME, BMJ and other peer-reviewed commentaries on cough syrup poisoning, and reporting on systemic enforcement gaps. Indian Journal of Medical Ethics+1