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Formative Research for Developing Communication Strategy to Private Sector

This Report presents the findings of the formative research conducted in the states of UP and Gujarat to understand the underlying needs of the community, their health seeking behaviour and practices in terms of childhood diarrhea treatment and influences and triggers to adopt ORS and Zinc supplements as the solution. The report is based on data collected from the field through focus group discussions and in-depth interviews with mothers/caregivers of children under five years of age, health service providers like Rural Medical Practitioners, General Physicians and Pediatricians and drug store owners in the villages of UP and Gujarat. At the end, the study provides a cue on the possible communication approach and tools that could be used to reach the target audience in the near future.