Marketability of traditional medicine in South Africa

Abstract

The research aimed to explore the marketability of traditional medicine in South Africa, adopting a qualitative research approach. The research engaged with 23 participants including consumers of traditional medicine, traditional healers, traditional medicine traders, health practitioners and regulators in South Africa. This study reveals that traditional medicine in South Africa possesses untapped market potential. The findings suggest that strategic marketing approaches addressing gaps in advertising and accessibility could enhance marketability. Diversifying techniques, leveraging digital platforms, and exploring alternative value chains could contribute to growth. The findings from this research provide valuable insights for policymakers, healthcare professionals, and traditional practitioners to foster an integrated and informed approach to healthcare delivery in a culturally diverse context. Future research should prioritize conducting studies on a larger scale to ensure broader applicability and increased accuracy in representing the diverse population.