Social marketing

Social marketing is the systematic application of

marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits. The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial".

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Health promotion campaigns in the late 1980s began

applying social marketing in practice. Notable early developments took place in Australia. These included the Victoria Cancer Council developing its antitobacco campaign "Quit" (1988), and "SunSmart" (1988), its campaign against skin cancer which had the slogan Slip! Slop! Slap!. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims

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Growing population and economy
India's Provisional Population for Census 2011

The population of the country as per the provisional figures of Census 2011 is 1210.19 million of which 623.72 million (51.54%) are males and 586.46 million (48.46%) India is forecast to grow by at least 5% a year for the next 45 years By 2050, the population is projected to reach 1.6 billion.

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A growing healthcare sector
Healthcare is one of Indias largest sectors, in terms of

revenue and employment, and the sector is expanding rapidly. During the 1990s, Indian Healthcare grew at a compound annual rate of 16%. Today the total value of the sector is more than $34 billion. This translates to $34 per capita. Roughly 6% of GDP. By 2012, Indias healthcare sector is projected to grow to nearly $40 billion.

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Rise of disease Another factor driving the growth of Indias healthcare sector is a rise in both infectious and chronic degenerative diseases. While ailments such as poliomyelitis, leprosy, and neonatal tetanus will soon be eliminated. communicable diseases once thought to be under control, such as dengue fever, viral hepatitis, tuberculosis, malaria, and pneumonia,have returned in force or have developed a stubborn resistance to drugs.

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India's government spending on health care is less

than 2% of GDP, among the lowest worldwide, although it is high when compared to other developing nations. About 65% of Indians that incur expenditures on major health problems become indebted for life.

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India is grappling with the emergence of diseases such

as AIDS as well as food- and water-borne illnesses. Over the next 5-10 years, lifestyle diseases are expected to grow at a faster rate than infectious diseases in India, and to result in an increase in cost per treatment.

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Deteriorating infrastructure The number of public health facilities also is inadequate. For instance,India needs 74,150 community health centers per million population but has less than half that number. 11 Indian states do not have laboratories for testing drugs, and more than half of existing laboratories are not properly equipped or staffed. The principal responsibility for public health funding lies with the state governments, which provide about 80% of public funding.

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Per Lakh (100K)

population Dispensaries
Urban

Beds

Hospitals

178.78 3.6 3.6 Rural 9.85 0.36 1.49 Source: Review of Health Care in India.

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Indias first medical insurance scheme for the poor was launched in the 1996-97 budget. The Janarogya Yojana scheme is marketed by the four subsidiaries of GIC, and covers people between the ages of 5 and 70 for pre and posthospitalization expenses, for up to 30 and 60 days,respectively. Government is partnering with the private sector to provide coverage at a low cost. Yashaswini Insurance scheme, launched in 2002 in the state of Karnataka by a publicprivate partnership, provides coverage for major surgical operations,to Indian farmers who previously had no access to insurance. provides coverage for approximately 50,000 farmers.

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The program, called Rashtriya Swasthya Bima Yojana

(or national health insurance program), was launched in late 2007, and has so far enrolled nearly 15 million families, and 4,384 hospitals, in 26 of India's 28 states. India has about 83 million poor families who make up about 37% of its population,according to the government's Planning Commission.

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Creating incentives for local companies, roping in support

from global players and putting in place public-private partnerships ought to be the thrust areas for the Indian health care services industry. Only 25% of Indias specialist physicians reside in semiurban areas, and a mere 3 % live in rural areas. As a result, rural areas, with a population approaching 700 million, continue to be deprived of proper healthcare facilities. One solution is telemedicinethe remote diagnosis, monitoring and treatment of patients via videoconferencing or the Internet.

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Innovative concept like Smile on Wheels These centers provide the first line of preventative and curative care for impoverished villagers. Five vans each for different region ( Konkan,vidharab,paschim mahahrashtra etc.) will be flagged off in the first phase of Smile-on-Wheels with projected health coverage for 7.5 lakhs people in 249 identified villages across five states.

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Under this programme, Smile's aim is to run a fleet of 30 fully equipped mobile medical vans in collaboration with NGO's and local administration in the next two years, reaching out to over 3540 lakh beneficiaries. Remote diagnosis, monitoring and treatment of patients via videoconferencing or the Internet.

Social marketingThese NGO's will access deserving

villages where no governmental health services exist. The van will cover the vicinity of 20-50 kms from its center and will visit 2-3 villages a day on a regular basis.
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The services provided are OPD, Ante-natal/post-natal services, identification of difficult pregnancy and referral for institutional care, Immunization- Mother & children, Minor surgery, BP examination, X-ray, ECG, First Aid, Distribution of Iron Folic tablets, Vit-A Prophylaxis, Treatment of malnutrient cases, etc

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Conclusion
The Indian healthcare sector can be viewed as a glass half

empty or a glass half full. The challenges the sector faces are substantial, from the need to improve physical infrastructure to the necessity of providing health insurance and ensuring the availability of trained medical personnel.