Alternative medicine scenario in India

Alternative medicine which comprises the other category of medical therapy or treatment has not yet got its due credits. This sector of medicine is yet to secure place in the minds of patients, the main reason for this is very slow healing process i.e. time consuming and also some are painful therapies. The sector is vast and each has its laws and concepts on healing.

Below is the range of different types of therapies:

Alternative medicines

1. Homeopathy
2. Ayurvedia
3. Unani

Therapy

1. Yoga
2. Acupressure
3. Acupuncture
4. Kerala Ayurveda massage therapy
5. Meditation

The best part of alternative medicine is that it has no side effects and they are natural. This medicinal procedure builds-up body’s immune system, so the body becomes strong enough to protect itself.

The main problem faced by alternative medicine is awareness in general public, except Homeopathy and Yoga of which the general mass are informed to a large extent. This can be seen from the statistics on the Homeopathic industry which reported an increase of 25% in last 5 years; compare to this Allopathy has grown on 2% in this fiscal. So imagine the growth, if these alterative medicines get same awareness as allopathy?

To start the alternative medicine sector should decide on the key messaging part for the general masses. They should hold ground level events to reach the target audience. This sector should also look at taping media to publicize successful cases and start support group, this will help to get across to its patients and solve queries. The strategy should also tap in film placements which influence the mass a lot. Only through awareness and word-of-mouth the alternative medicine market will grow.

Evolution of Healthcare Communications and Public Relations

There was a time, when there were very less no of doctors available to treat patients. But with the growth in economy the number of doctors has increased and the patients numbers has also risen with the rise in new age diseases.
A new attitude among patients has been observed in last couple of years which the doctors never anticipated? The patients now are much more informed. Now, patients do their homework on the aliment they are suffering from, and information technology plays a crucial part in spreading information.

Patients now, are more prone to do a Google on their ailment they are suffering, the best doctor available, advisable treatment and medicines. With the information, patients have become knowledgeable; they now ask the doctor for more information on the ailments, diseases and debate on best possible treatments.

The media for quite sometime observed this trend and launched columns and wellness supplements in there publications. For that matter even TV Channels, Websites, Radio stations have dedicated special shows and sections for the public at large. Most of the issues are related to Health, Wellness, Fitness and diet. Through extensive coverage is given to Health based stories, New technologies in hospitals, successful case studies, Yoga, Wellness columns by eminent doctors, Q & A based columns, etc. These articles often quote expert doctors, and leads to awareness on the doctors expertise.

This phenomenon suddenly gave a boost to Healthcare PR. Healthcare PR professionals often publicize the doctors, treatment and diseases. Well this is for what they are known for. But they also do a lot of other things like

1. Provide information on wellness
2. Crisis management of medicines
3. Information on new diseases and treatments
4. Creating awareness on existing incorrect policies
5. Website designing
6. Doctor's brochure compiling
7. Promotion of CMEs

There are lots of other aspects where a Healthcare PR professional plays an important part. Healthcare PR professionals have become an intrinsic part in spreading word-of-mouth awareness and pubicing the Doctors Consulting business.