In post liberalisation India the healthcare industry is waking up to the fact that the consumer has to be pursued and enticed into visiting healthcare facilities of a particular brand and to buy healthcare products of a particular brand. With the government permitting 100 per cent foreign direct investment (FDI) in the health care industry, there is a deluge of private players in the Indian Healthcare market today. And this has dramatically changed the facade of healthcare marketing and communications in India.
Taking the case of hospitals, there is a wide variety of services (that are not just medical) on offer for the patient. From in-house multi cuisine restaurants, swimming pools, walking tracks, indoor games facilities, libraries and play areas to travel desks that arrange sightseeing tours and shopping for patients, you name it and they have it, all in a bid to woo more and more patients. Hospital promotions take on the form of Public Relations, VIP and visitor hospital tours and walk in exhibitions, loyalty and outreach programmes, support groups etc.
Similarly the pharmaceutical industry is going overboard in its attempts to appease the two routes that they have to reach out to the end consumers- doctors and pharmacists. For retailers it is boom time as they get free supplies of medicines, expensive gifts, holiday trips and also huge margins for promoting and selling particular brands at their outlets. With doctors the gifts, incentives and schemes are getting wilder by the day. The trend is to customise the gift to the doctor so that the pharmaceutical company actually meets a relevant need of the doctor rather than flooding him with things that he throws away or hands over to others. Taking examples of customised gifts it could be admission of a doctor's child to a reputed school or even the reimbursement of shopping bills. All in an attempt to get a better hold on this indirect consumer. For over the counter drugs there are advertisements in all shapes and sizes visible just anywhere. With sponsoring TV programmes to conducting mass consumer contact programmes to free sampling, pharmaceutical companies are trying innovative marketing ideas to get a share of the consumer's wallet.
One look at the statistics and the reason behind this intense competition gets clear. According to a Confederation of Indian Industry ? McKinsey study on India's health industry, the country's spending on health care is expected to increase from Rs 86,000 crore at present to Rs 200,000 crore in the next decade. Health care's contribution to India's GDP will increase from the current 5.2 per cent to 8.5 per cent by 2012. The players in the healthcare industry fully realise that these predictions will come true with harnessing the burgeoning purchasing power of the Indian consumer.
We all know something has gone terribly wrong with the healthcare industry. We read about it in the newspapers and we see it on TV. What is the problem? The problem is we are paying way too much for horrendous results. The United States spends twice the per capita for healthcare than most developed nations, yet we are a pathetic TWENTY-SEVENTH in longevity. Over $2 TRILLION dollars a year is wasted on a bloated and failed healthcare system. That is approaching $1 for every $5 spent in the wealthiest nation on the face of the earth. Apparently, money isn’t solving the problem. In fact if you look at the USA’s dismal longevity ranking, it actually is part of the problem. So what is the answer? The answer lies in natural medicine. Natural medicine has been used for thousands of years safely, cheaply and effectively, where conventional medicine is less than two centuries old, kills 300,000 Americans annually and is grotesquely overpriced. Natural medicine, even with the limited financial support it has received, has shown promise and results that puts conventional medicine to shame. Take for example clinical studies regarding the trace mineral selenium, which has shown as a preventative measure to reduce the risk of contracting cancer by 60%. The Nutritional Prevention of Cancer Trial, published in 1996, included 1,312 men and women who had cancer. Men who had taken selenium for 6.5 years had approximately 60 percent fewer new cases of cancer than men who took the placebo. That is an astoundingly successful result by any medical measure. What pharmaceutical company can make that claim about one of their side effect laden drugs? None come even remotely close to being as safe, effective or cheap. If the war on cancer is to be won, we have to turn away from the barbaric and failed treatments of oncologists (destructive radiation and toxic chemotherapy) and embrace natural and safe methods of treatment. Part of the problem is natural remedies are so cheap. You can’t sustain a bloated $2 trillion dollar health industry with cheap and effective solutions. How will the drug company executives afford their yachts, vacation homes and exclusive country club memberships? Nutritional supplements in general are the most effective forms of prevention you can consume. But not all nutritional supplements are created equal. Those that are plant derived are the most assimilable by the body, because they absorb the minerals and other nutrients from the soil and convert them into the most bioavailable form for human consumption. So too are liquid form delivery systems. Studies have shown <---****HYPERLINK****--->"http://lifenatural.com">liquid vitamins are assimilated by the body as much as 98%, compared to 3-12% with pills or tablets. Two-time Nobel Prize winner Dr. Linus Pauling said, "Every human disease is directly linked to a nutritional deficiency." The credibility of this statement is underscored by the fact that he is one of only four two time Nobel Prize winners in history, and widely regarded as one of the greatest scientists of all time. This means that disease can be entirely preventable if you deal with the root nutritional deficiency. One serious health challenge Americans are now facing is the growing impact of obesity in our culture. In 2000, obesity was linked to 400,000 deaths, or 18 percent of all total deaths in the nation. Nearly two out of three adult Americans, 60 percent, are considered clinically overweight or obese. The conventional medical system has offered no real solutions. They are there when they decide you need a $100,000 quadruple bypass surgery, but offer little in the way of prevention and expertise in keeping you from getting to that point. There are countless <---****HYPERLINK****--->"http://lifenatural.com">weight loss pills, programs and products that purport to help with losing weight and excess fat, but caution must be demonstrated to protect against ineffective, and even harmful, solutions. Fen-phen, an extremely popular weight loss drug that was heavily marketed in the 1990’s as being safe and effective by one of the largest pharmaceutical companies, turned out to cause a serious health crisis. After dire reports of valvular heart disease and pulmonary hypertension primarily in women who had been undergoing treatment with fen-phen, the Food and Drug Administration (FDA) requested its withdrawal from the market in September 1997. Instead of using risky drugs, there are all natural solutions like <---****HYPERLINK****--->"http://lifenatural.com">hoodia gordonii, a cactus that has been used as an appetite suppressant for centuries, that can help people to safely and effectively lose weight at low cost. Since obesity is one of the biggest killers in our culture, is makes sense to focus on preventative care, instead of trying to deal with all of the health challenges caused by years of neglect. But we need to focus on solutions that are generally recognized as safe, as well as effective. Natural medicine is taking the lead in finding real solutions for an entire spectrum of health problems that conventional medicine has failed to impact, even after trillions of dollars invested. Based on the unfortunate facts, we can no longer trust the medical industry with our health, lives or money. They have proven to be undeserving of that trust. Capitalism is far and away the greatest financial system in the world, but it appears incapable of delivering the one thing that means the most to all of us—safe and effective healthcare.
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