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23 March 2010
Mumbai, India
When it comes to treating minor ailments, Indians rely more on the advice of doctors rather than their neighbourhood pharmacists, according to a new global study by The Nielsen Company.
Maximum number (56%) of Indians surveyed suffered from Cold in the last twelve months, although this was the fourth highest percentage globally. The next highest percentage of ailment that Indians suffered from was with Cough (54% - 3rd highest globally). Head Ache (53%), Stomach Upset (38% - 5th highest globally), Back Ache (32%), Indigestion (25% - 4th highest globally) were some of the other top ailments that Indians suffered from out of the 17 minor ailments that was considered part of the study by Nielsen. A hearty 9 percent of Indians suffered from none of the 17 conditions listed (Chart 1).
Surveying more than 27,000 internet consumers in 54 countries, Nielsen benchmarked the incidence of 17 common minor ailments—all of which can be treated with non-prescription medicines—as well as how consumers typically deal with them. Globally, respondents suffered from an average of almost four such ailments in the last twelve months.
Latin Americans are most prone to suffering from minor ailments while consumers in Asia Pacific are least prone. On a country basis, the Dutch suffered least from these ailments, followed by the Japanese and the Chinese. At the other end of the spectrum, consumers in South Africa suffered the most from these ailments, followed by Philippines and New Zealand.
Consult the Doctor or Pharmacist?
Consumer response on their consideration to seek advice from a doctor or a pharmacist varied across ailments, but one thing was established, for any ailment Indians would seek advice from the doctor more than their neighbourhood pharmacist.
“Fast evolving healthcare infrastructure and information available freely through various lifestyle media in India provides a significant chance to educate consumers to use the pharmacist as a point of primary care and advice. This will lessen the considerable burden consumers currently put on doctors for advice about minor ailments,” said Seetha Sethuraman, Director, Client Solution, The Nielsen Company.
The percentage of Indians who will always seek advice from a doctor and pharmacist is highest for those who suffer from Hayfever (33%), but consumers in India mostly seek advice for these minor ailments from a doctor and/or a pharmacist only when symptoms are more severe than they would normally experience. Nearly a quarter of Indians (23%) would always seek advice of the doctor when suffering from Sinus Congestion, making it the second highest ailment for which doctors are consulted, followed by Flu (21%).
Ailments where doctors’ advice is rarely considered by Indians are Period Pains (54%), Hangover (47%), and Sleeping Problems (34%). Even for these ailments where the doctors’ advice is taken least, Indians would not consider a pharmacist advice. 56 percent Indians would never consider a pharmacist’s for Period Pains, 55 percent would never consider a pharmacist for Hangover, and 45 percent would never consider a pharmacist for Sleeping Problems. This highlights the gap that exists with Indians with respect to seeing the pharmacist as a point of care. In India pharmacists are still vastly seen as a retailer of products rather than a consultant for minor ailments.
“For the vast majority of Indians suffering from minor ailments particularly when symptoms are milder, there is a willingness to work through the ailment without professional advice, either through routine self-medication with non-prescription medicines or other traditional remedies, or by letting the body self-correct. This further reinforces the need for manufacturers to drive brand equity within the self-medication sector, and build loyalty with their ailing consumers,” said Sethuraman.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications. The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
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