A C Nielsen survey backs homeopathy benefits

Homeopathy as a reliable means of treatment is gaining ground in India since it is safe and builds on the goodness of zero-side-effect.

According to a recent AC Nielson survey, while 62 per cent of the current homeopathy users have never tried allopathy, 82 per cent of homeopathy users would not switch to conventional treatments.

Also, 20 per cent of the population who had never tried allopathy would opt for it because it provides quick relief, and solutions for all problems.

According to the survey, while people opt for conventional medicine because it enjoys top-of-mind recall and has immediate results, they choose homeopathy because it is safe or is recommended by friends and relatives.

Moreover, if a person enrolls for homeopathic treatment in the early stages of his problem, it is unlikely that he would want to switch to conventional treatments.

The research was conducted to gauge the potential of the industry through market study and a patient behaviour analysis. It also highlighted the contribution of Dr Batra's clinics towards homeopathy.

The objective of the research was to understand the patient psychographics regarding chronic ailments, to determine the psychographics of conventional treatments vs homeopathy and to evaluate the brand perception of Dr Batra's.

For this survey, AC Nielson conducted 650 interviews across 7 cities among a mix of people with specific characteristics. Of these, 222 interviewees were regular allopathy users, 215 non-Dr Batra's homeopathy users and 213 Dr Batra's homeopathy users between November 2006 and April 2007.

Homeopathy as an effective means for treating chronic ailments include treatment for hair and skin problems, respiratory problems, arthritis and other miscellaneous treatments like thyroid, bed-wetting, diabetes and obesity.

According to Bindu Sharma, executive director - head medical services of Dr Batra, "81 per cent of people suffering from chronic ailments either self-medicate or do nothing at all. This is a disturbing trend throughout the country. Homeopathy is often approached as the last resort when all other treatments have failed. Due to this, the treatment duration increases since the problem reaches an advanced stage."

The research also reveals that Dr Batra has achieved an above-average improvement in skin and respiratory ailments.

It was noted that 90 per cent of the patients with hair-problems would not switch to any other form of treatment.

The research further revealed that in Kolkata, 61 per cent trust Dr Batra. Over 73 per cent of Dr Batra's patients are satisfied and over 50 per cent believe that homeopathy is the best available treatment for hair and skin ailments.

Sharma added, "Considering the results achieved through the AC Nielson research, we have chalked out a strategy which would be implemented shortly. We would also be expanding our reach to other cities and countries where we are not present. We would also organise awareness campaigns and testimonials to share the experience of our patients with others."