Promotions, Information Asymmetry and Usage of Traditional Medicine in Central Uganda: A Qualitative Perspective

Abstract

Background: While extant literature highlights several motivations for Traditional Medicine (TM) usage; few studies have examined how promotions and information asymmetries influence traditional medicine usage behaviors. This study aimed to map out information biases underlying the marketing and promotion of Traditional Medicines in Central Uganda and explored the dimensions of attitudes and usage behaviors of TM users. Methods: The study utilized a qualitative approach by conducting in-depth face-to-face semi-structured interviews with TM users in the metropolitan parts of Central Uganda. The study participants were recruited from the Traditional Health Practitioners (THPs) clinics with the help of community development officers under the guidance of the National Council for Traditional Healers and Herbalists' Association (NACOTHA). Study participants gave their written consent, and their identities have since been kept confidential. Saturation point was reached at 34 respondents. Data was recorded and transcribed verbatim and analyzed using content analysis. Results: The study indicates that incomplete, inadequate and inconsistent information especially from TM promotions leads users to overly buy and use TM. Identified themes related to information asymmetry include unverifiable information, usage side effects, and absence of expiry dates on the labels, naturalness of TM, unclear dosage rates, limited diagnosis, limited usage guidelines, and lack of authentic approvals by regulatory bodies among others. Conclusions: The findings raise the need for policy guidelines in the alternative health segment and multi-agency regulation of THPs in Uganda. Further, massive community sensitization and customer education are recommended since the potential for information asymmetries in TM promotions is quite large.