ANALYSIS OF LOW ORS UPTAKE 2

Analysis of Low ORS Uptake

When it was developed, Oral Rehydration Therapy (ORT) was heralded as the treatment
that would end child mortality from diarrhea. Due to its tremendous utility, it was assumed that
its uptake would occur naturally across much of the developing world where diarrhea was a
major contributor to infant mortality. Initially ORS uptake was relatively high. Thanks in part to
its uptake, diarrhea deaths reduced by close to 28% in the 1980s and 1990s. However, by 2000
the uptake had considerably slowed down (Ashraf & Qureshi, 2010).
There were a number of reasons for this slowdown. One of them was supply problem. In
some cases the treatment was too expensive for patients. In places where it was very cheap or
free logistical problems made it difficult for the drug to reach consumers (Ashraf & Qureshi,
2010). Another reason for low usage was low demand for the treatment. In many places mothers
and caregivers wanted a treatment that reduced symptoms of diarrhea (which ORS did not) rather
than one that reduced dehydration (which ORS did) (Ashraf & Qureshi, 2010). Additionally, the
shift from maternal and child healthcare to emergencies such as malaria and HIV/AIDS among
donors and policy makers significantly reduced funding for promotional activities of ORS
(Ashraf & Qureshi, 2010).
Most of the demand related problems could have been solved through proper
communication strategies. However, the communication strategies to reach end user were neither
appropriate nor effective. Rather than having a well-coordinated messaging approach, the public
organizations, NGOs, field partners, and donors each provided the public with their own
messages about the use and effectiveness of ORS (Ashraf & Qureshi, 2010). The end-user, the
mother, therefore, did not receive consistently accurate and useful information.

ANALYSIS OF LOW ORS UPTAKE 3
For increased usage, agencies that were tasked with promoting ORS would have used
multi-channel social marketing. Since most of the cases were in rural areas of developing
countries, they would have used radio communication to reach the widest audience possible. In
addition, they would have prioritized interpersonal communication. Once some mothers were
convinced about the effectiveness of ORS, they would have convinced other mothers as well and
even their own children about the need to use ORS for diarrhea treatment. The use of ORS would
then have become an accepted treatment of diarrhea.
Apart from employing effective communication strategies, an understanding of the
population’s culture would have significantly contributed to more uptake of ORS. For instance,
in many societies that the treatment was introduced, people listened to and trusted local
pharmacists. However, these pharmacists were not used in spreading the message about the
working and effectiveness of ORS.
In conclusion, the case of low uptake of ORS despite its effectiveness shows that even for
the most effective drugs, it is hard for it to be accepted by intended users if there is no proper
communication. Had the communication been accurate and used proper strategies, the uptake
would have remained high from the time the treatment was introduced.

ANALYSIS OF LOW ORS UPTAKE 4

References

Ashraf, N., & Qureshi, C. (2010). Oral rehydration therapy. Harvard Business School Marketing
Unit case, (911-035).