Turiyo Foundation devises communication strategies to change consumer attitude to digital health

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A preliminary survey of the landscape

Rural consumers have been suffering from a lack of adequate public healthcare facilities. What has changed in the remote village of ChauddhaChuli, West Bengal is the rapid access to doctors and crass commercialization of healthcare facilities in nearby towns. Consumers are skipping primary care and general physicians after being bombarded by marketing messages promising the availability of specialists at multi-specialty hospitals. Confusion reigns supreme. Easy inexpensive primary care intervention is replaced by super expensive alternatives and consumers are drained of their meager financial resources. Turiyo Foundation is working hard to restore faith in the primary care process and urging consumers to leverage digital technologies to access respectable doctors who advise medications and diagnostics on an as-needed basis without being driven by commercial motives. It is a very interesting study that emerges.