At a recent industry workshop very strong statistics was highlighted to make a case for switching more prescription drugs to OTC. Apparently the Rs 2,000 crore annual OTC market has the potential to explode to Rs 12,000-13,000 crore per annum. Though these figures are certainly very impressive and convincing, the need is to look beyond mere statistics and examine certain very fundamental issues interlinked with the whole process.
1. Minor illness untreated can prove a very costly affair - for all of us
Simple untreated ailments like colds, headache, toothaches or even an upset tummy can cause great loss of productive man-hours. On an average a person catches cold 2-3 times a year. Assuming each episode to last for 7 days one can calculate the damage to national productivity. It can lead to self-medication, which also plays the role of reducing the strain, in terms of trained resources & finances, on the organized healthcare infrastructure of the country.
2. OTC Medicine - "For the People" & "By the People"
India with its logistics issues warrants a wider distribution network. Products sanitized for use as self medication can take advantage of certain native and very Indian distribution points such as panwallahs, baniya shops, STD ISD PCO booths to be available "for the people" to treat minor ailments.
Secondly to correct the skewed rural-urban divide on availability of modern medicines self-care medicines must include ayurvedic remedies which are more likely to be accepted better by consumers as they are "by the people." Regulatory authorities can help here by allowing freer availability and sale, albeit with checks and balances, of self-care products in rural & semi urban areas.
3. Good Health is a right. And responsibility
Since time immemorial Man has always looked after his needs of roti, kapda & makan (food, clothing and shelter), and also his health when he fell ill or was wounded. Things have not changed much since then. Looking after one''s health is the responsibility of every one of us. It involves eating sensibly or undertaking body motions or using self-care medication it''s a small effort. The healthcare providers only need to facilitate this process.
Initiatives which would foster the process of growth in the OTC market could be:-
A) Legislation
As a larger section of the population gets an exposure to this category of products, especially through Direct To Consumer (DTC) communication and other brand initiatives, a balanced and sturdy legislation needs to be in place to regulate the process. A rational and well-defined regulatory framework on the lines of the Dietary Supplements Health Education Act (DSHEA) of USA could be the role model to look up to.
B) Self regulation
Advertising (in all its avatars) is a strong vehicle to create an informed consumer who in turn becomes self-reliant. Self-regulation and setting norms of communication by all stakeholders is necessary to ensure correct presentation. Industry bodies such as Indian Health Foods And Dietary Supplements Association (INHADSA), Ayurvedic Drug Manufacturers'' Association (ADMA), Indian Drug Manufacturers'' Association (IDMA), Consumer Interest NGOs and others can lay down the ground rules.
--These measures more than any thing else will contribute to the makings of a vibrant self-care industry.