The Hindu Business Line : Homeopathy rides high on user loyalty: Survey

While these homeo users said they would not switch to conventional treatment, 62 per cent of respondents had never tried allopathy, according to an AC Nielsen survey commissioned by the homeo major Dr Mukesh Batra’s Positive Health Clinics (P) Ltd.

The stream of medicine was considered safe and preferred in chronic ailments, in particular for respiratory, hair, skin and gastric problems. On the flip side, people took recourse to homeopathy only in advanced stages of ailments and after trying ayurveda and allopathy.

‘Last resort’

Dr Mukesh Batra, CMD of Dr Batra’s chain of clinics, said, “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 a last resort when all other treatments have failed. The duration of the treatment increases.”

The study was conducted between November 2006 and April 2007 on 650 respondents across seven cities — among them homeo users, non-homeo users and Dr Batra’s customers. They were in the age group of 18-45 and included recent sufferers of hair and skin problems, arthritis, allergies, diabetes and obesity.

Dr Batra, who pioneered the branded homeo clinic concept in 1982, said, “Considering (these) results, we shall be expanding our reach to (new) cities and countries. We would also organise awareness campaigns” to stress on early treatment for chronic problems.

10 NEW CLINICS

The company would start ten more clinics in the country, including one in Mangalore. Dr Batra’s now is a chain of 54 clinics spread across 16 cities.

According to the survey, while people opt for conventional medicine based on its quick recall (59 per cent) and immediate results (56 per cent), they choose homeopathy because it is safe (53 per cent) or is recommended by friends and relatives (50 per cent).

The domestic homeo market is about Rs 630 crore, compared to a world market of Rs 8,400 crore. Dr Batra said WHO ranks it as the second largest system of medicine. By 2017 the homeopathy market is set to touch Rs 52,000 crore and equal the present size of the alternative healthcare market.

He said this was the first patient perspective study pertaining to homeopathy in the country. It was meant to gauge perceptions about chronic ailments, homeopathy vs. conventional therapies; and also to evaluate the perception of Dr Batra’s brand.

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