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A Qualitative Research Report On POUZN

In January 2009, the USAID Mission to Pakistan, which supports the Ministry of Health's child health initiatives, invited the POUZN Project to conduct an assessment of diarrhea treatment in the private sector. The assessment revealed the existence of several zinc manufacturers with products already in the market. The USAID Mission funded the POUZN project to partner with manufacturers in order to increase the demand for zinc products in Pakistan. The objective of this qualitative study is to identify current methods of childhood diarrhea management and treatment and assess public perceptions of diarrhea in order to increase zinc sales.  The study found that zinc awareness in Pakistan is low among mothers and private sector doctors.  Parents tend to refrain from seeking treatment for their childrens illnesses because of cost barriers, so marketing a low cost treatment is recommended. Also, it is recommended that when engaging in marketing and training, doctors should be targeted first because caregivers are extremely relient on doctors opinions.