Abstract
M.Tech.
On several occasions since the 1994 elections, the South African Department of Health has committed itself to establish appropriate and practical mechanisms for the integration of complementary practitioners and therapies into the National Health System. Although Complementary and Alternative Medicines (CAM) are already used mainly by the higher socio economic groups, Homoeopathy is considered well suited for use in developing countries where the adequate infrastructure, equipment and medicines needed for conventional treatment can not always be provided.
There is currently no market-related research available on the awareness or usage of homoeopathy or homoeopathic medicines amongst the lower income groups, those most reliant on the public health care system. To rectify these issues, comprehensive market research needs to done amongst the lower socio-economic groups to determine their levels of awareness of homoeopathy, and if awareness exists, what their level of use is. Well developed, appropriate marketing strategies could lead to commercial expansion into this undeveloped area and the possible inclusion of services and medicines in the public health care system.
This study formed part of a three-part study investigating the current public perceptions towards Homoeopathy in South Africa. The research was conducted in the form of a door-to-door survey using a questionnaire. The independent market research company, Research Surveys (Pty) Limited, under the supervision of the researcher, conducted the surveys. The total sample group for all three studies consisted of 2000 respondent interviews conducted in the seven major metropolitan areas of South Africa. These included Johannesburg, Pretoria, Cape Town, Durban, Bloemfontein, East London and Port Elizabeth. A total of 1260 Black, 385 White, 240 Coloured and 115 Indian interviews were conducted
Sixty three percent of the sample group fell into L.S.M. Groups 2 to 6. This amounts to a total of 1200 respondents.
After analysing and discussing the results of the surveys it can be concluded that the consumers from L.S.M. Groups 2 to 6 have a very low level of awareness of homoeopathy, especially when compared to L.S.M. Groups 7 to 10. In general the consumers from this group perceive homoeopaths to be well trained and homoeopathic medicines effective but will still rather consult a medical doctor about certain illnesses. It appears that consumers from this group are not likely to see a homoeopath in the future but would like to see it as a treatment option in provincial hospitals. The lack of interest to see a homoeopath in the future does not seem to be associated with a perceived high cost of consultations.