Case Study On The Big Pharma's Marketing Practices INSIDE THE Pharmaceutical Industry Facts And Assumptions The term 'Big Pharma' is a terminology used to make reference to the pharmaceutical industry. The name relates to people's strong perception that it has played a dynamic role in the ever increasing complicity and costs of health care. There is a crisis in medical care sector and it is thought that the Pharmaceutical Companies have empty science and resorted to salesmanship. No reasonable progress happens to be being manufactured in the industry due to the negative perception created by unscrupulous marketing strategies being employed (Archie 2009). Doctors should suggest drugs to patients but are never likely to do advertising with their products and services.