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to the market. However, disseminated information does not sometimes reach the entire audience due to the illiterate numbers, comprising nearly 70% of the total population. It is here that the pharmacist can go much beyond his role, with true integrity, and strive to provide sound advice about medicinal products.

The Pharmacists in urban and rural India are generally considered very knowledgeable. Therefore it is important to ensure that a pharmacist is adequately trained so that they are more responsible while dispensing drugs. To give an impetus to a nation-wide movement on healthy practices, the drug manufacturing companies should resort to responsible advertising that is not driven by mere bottom line figures.

The Silver Lining:

The 2006 Drug Policy is equipped to enable financial resources to the National Pharmaceutical Pricing Authority (NPPA), to set the consumer awareness initiatives take shape in the form of education and training through print and electronic media. Programs and publicity will be instituted in English and other Indian languages, so that the rural lot are a part of the campaign. In addition to all this, The Consumer Affairs Department is coming out with a help line in order to provide solution to consumer grievances about the quality, pricing, availability and accessibility of drugs. A website complete with pharmaceutical drug related information, is also on the anvil.

The planned strategies will realise its full potential only if the country improves its literacy rate. It is here that the Pharmacologist can contribute immensely, by doing research, chipping in with the government in giving shape to the drug policy, and most importantly educating the community regarding the use and abuse of drugs.


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