DRUG REACTION AND PHARMA ACCOUNTABILITYIn pharmaceutical marketing, some may feel detached when adverse reactions occur, assuming it’s solely a manufacturer’s concern. But patient safety is a shared responsibility. This is to emphasises the accountability of marketers and sellers in reporting, responding, and upholding ethical standards when a product causes unintended harm like allergic reactions.It needs to be understood that if a product you’re associated with causes an allergic reaction in a patient, even unintentionally, you carry ethical, professional, and in some contexts, legal responsibilities. While manufacturers bear primary liability, marketers and sellers play a critical role in ensuring safety, transparency, and regulatory compliance.Onus & Responsibilities of a Pharmaceutical Marketer/Seller in Case of an Adverse Reaction (e.g., Allergy):