Relationship marketing is a nontraditional type of marketing which focuses on satisfaction.it differs from other forms of marketing in that it recognizes the long term value of keeping costumers and other people in the value chain of the business. It appears to be the perfect marketing tool for the pharmaceutical industry which relies heavily on the long term support so the doctors who prescribe which drugs patients should take. The doctors used to be the sole decision maker in this process, but times have evolved such that the decision process is now being partly shared by a well informed and empowered patients population. So relationship marketing has now expanded to patients as well: and this is evidenced programs by various patient sponsored by the pharmaceutical industries offering discounts, free laboratory tests, and other value-added promotions to patients. In this respect relationship marketing is a win-win formula for all parts of the business value chain doctors and patients included. In no way does it diminish the credibility of physicians when they forge professional relationships with pharmaceutical companies, in the form of research grants, membership in the company’s speaker’s bureau or advisory events provided there are practiced medical professional and marketing organizations, and are properly disclosed when the occasion calls for it. Researchers and clinical investigations usually include their disclosure of potential sources for conflict or interests in their research manuscripts and lectures disclose the same at the start of their lectures. With a full spirit of transparency, there is nothing unethical with relationship marketing.