Posts Tagged ‘consumer behaviour’

When someone needs immediate medical help, what do you do?

August 1, 2009

This is the first question I have been asking women living in urban slums in Mumbai as part of a research effort to better understand what they, their family, and community do when a medical emergency occurs. Rubina, my friend and translator will often give the women examples to help them better understand our question. Such as, “what would you do if your father-in-law collapsed with chest pains?” If your child was sick with a high fever?” or If your neighbor cut herself badly with a kitchen knife?”

40% of them respond that they rush to visit the clinic doctor. Clinics, staffed with doctors and nurses are common in most slum communities in Mumbai, however the doctor is rarely available 24 hours a day.

30% of them responded that they would head to the nearest Government Hospital, which they could easily name.

Out of 200 interviews, only 4% of them responded that they would call an ambulance.

Why don’t they call an Ambulance? This is the question ‘Dial 1298 for Ambulance’ is trying to understand. With 30% of Mumbai’s population living below the poverty line (approximately 4M people), this is a segment of the city that cannot be ignored. We are learning some important consumer insights from talking to these women directly.

(FYI – only women were surveyed since most men work during the day and were not available).

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