Matrix Science Pharma (MSP)

ABSTRACT

Background: Herbal medicine dealers (HMDs) play a significant role in the promotion and distribution of traditional remedies. However, their advertising practices and the impact of media exposure on their business growth and standard of living remain underexplored. Objective: This study aims to examine the advertising practices of HMDs and assess how these practices contribute to their business growth and overall standard of living, with particular focus on the use of various media channels. Methods: A quantitative survey design was employed using a structured questionnaire to collect data from 70 HMDs. The participants included 28 recognized Herbal Medicine Practitioners from the Complementary Medicine Unit of the Ministry of Health and 42 Herbal Product Vendors across seven major markets in the study area. Participation was voluntary, and anonymity was assured. Results: Findings revealed that 80% (56) of HMDs were exposed to radio, 20% (14) to social media platforms, while 6% reported no media exposure. Among those exposed to media, only 5.4% (3) engaged in media advertising, whereas 94.6% (53) did not, likely due to limited understanding of the potential benefits of media promotion for business growth. Conclusion: The study highlights a gap in the utilization of media advertising among HMDs. By incorporating media-based promotional strategies, HMDs can enhance their business visibility, increase sales, and improve their standard of living. The findings provide valuable insights for stakeholders and policymakers to support sustainable growth in the herbal medicine sector.