Vital role of traditional medicine in PHC: The traditional system of medicine is engrained in our culture, and a large population

of the Nigerian population depends on this indigenous system for relief. About 80 per cent of the people in the developing world depend on traditional medicine for primary health care. This is due to the fact that orthodox medicine is mostly out of reach in both physical terms as hospitals are far away from the rural populace and in financial terms, the poverty level is high. Solutions to economic problems are therefore seriously hampered by poverty and ignorance to diseases. The relative ratios of traditional practitioners and University-trained doctors in relation to the whole population in African countries are revealing. In Ghana, for example, in Kwahu district, for every traditional practitioner there are 224 people, compared to one university trained doctor for nearly 21,000 people. The same applies to Swaziland where the ratios are 110 people for the number of traditional practitioners, in Tanzania it is 30,000 to 40,000 in comparison to 600 medical doctors. In Malawi, there are 17,000 traditional medical practitioners and only 35 conventional medical doctors in practice. Where are we in Nigeria with records? The work force presented by Traditional Medicine Practitioners (TMPs) and traditional Birth Attendants (TBAs) is an important resource for the delivery of PHC. Over twothirds of births are delivered by local or traditional midwives or TBAs. In some rural areas, TBAs are the only source of assistance and care and deliver over 90 per cent of the births. Our transformations In July 2001, the Organisation for Africa Unity (OAU) now Africa Union (the AU) endorsed a statement in which traditional medicine was described as (the most affordable and accessible system of health care for the majority of the African rural population) and declared the decade 2001 to 2010 as a Decade for African traditional Medicine. The Declaration of 2001 to 2010 as the Decade for African TM was made by the Heads of States summit in Lusaka, Zambia in July 2001, considering the Declaration and the need to prepare a plan of action to be implemented during the decade, a meeting of the Inter African Experts Committee on African TM and medicinal plants was organised in Arusha, Tanzania from 15 - to 17 January, 2002. The Meeting recommended activities to be undertaken in the following areas: Information Education, Training and Research

 Networking Legislation Economic and production of activities and Conservation of threatened species. Information, Education, Training and Research: If Science is defined as a body of knowledge obtained by a systematic observation of events, it cannot be denied that such observations had been carried out in the past as well. There is nothing in the definition of science or the scientific method which precludes the possibility of referring back to scientific insights obtained in the past or in other cultures. The aim of revitalising the community- rooted and autonomous health traditions should be to motivate, harness the potential of the indigenous system and promote self-reliance of the rural communities. Along with this, it is necessary to create a supportive atmosphere for participation of interested and competent medical research workers in this task of revitalising the indigenous medical heritage. There is need for information sharing, training and retraining as the case with the Lagos State Traditional Medicine Board. Most TMPs have not been trained properly and they rely on their individual practical experience. The Lagos State Traditional Medicine Board has been actively involved in the retraining of TMPs and TBAs for the last ten years to be able to review from time to time, code of practice for practitioners of traditional medicine in the state. There is need for a proper school to develop a uniform standard for professional practice, evaluation and monitoring. Research undertakings and the commercial use stemming from that research have always relied on information provided by local communities that, in many cases, have hardly benefited from the research results. Any and all activities that seek to develop natural products need to incorporate explicit reciprocal benefit programmes in early phases of their planning for the people and places from which the products come. During the last two decades, many plants have been screened in Nigeria for their biological activities. There is no doubt that medicinal and aromatic plants have great potentiality in the amelioration of suffering in human and other living beings. Therefore, keeping step with a global awareness in the field. Promotion and registration also appreciated with NAFDAC encouragment on use according to WHO guidelines, by enlisting herbal medicines to be realistic in recognising the role of traditional medicines in the health care delivery systems. Legislation: Despite its existence over many centuries and its expansive use during the last decade, herbal medicines have not yet been officially integrated/recognised in PHC. Integration of health systems raises critical questions on the multiple types of drugs,

multiple types of practitioners, types of training and how the planners, administrator of policy maker deal with this plurality. Primary health care has been defined as essential health care, based on practical scientifically sound and socially acceptable methods and technology made universally accessible to individuals at a cost that the community and country can afford. Primary health care addresses: The main health problems in the community. Includes education concerning prevailing health problems and the methods of preventing and controlling them The promotion of food supply, proper nutrition, adequate and safe water supply, basic sanitation, and Relies at local and referral levels on health workers including physicians, nurses, midwives as well as traditional practitioners to work as a team. If some of these aspects of Primary Health care have to be a reality a few questions need to be given a serious thought. How will Primary Health Care be integrated with Traditional systems of health care? If the government is serious about what is envisaged, will it be possible to allocate the budget to strengthen the integration? The existing health care systems should support Primary health care, by referral, supervision, supplies and transportation of patients, and Can the proactive of traditional system be given the status it deseves as being holistic, not as mere treatment with medicinal plants alone? Nigeria has come up with a Nigerian Herbal Pharmacopeia; The Association for African Medicinal Plants Standards, a collaboration of medicinal-plant scientists from 14 countries has also come up with one. Federal government also has the Nigerian Medicinal Plants Development company. How can these resources be used without legislations? Are we preparing for other nations (when there is no consistent electricity/power in Nigeria?). The Legislators should come up with strategies and goals with the assurance of the nation. The integration of these two systems of medicine, in whatever form (monopolistic to tolerance). What is next? Co-recognition or Integration! This will involve a public pronouncement by the Government based on political policy decision, modification of professinal attitudes, and public enlightenment campaigns to guide and shape public sentiment

towardschanges in the existing pattern. The British colonial masters brought in orthodox medicine and, today, both systems of medicine exist in the country; both have the primary objective to cure, manage or prevent diseases and maintain good health. There is no scientific evidence for believing that orthodox medicine is the only effective way of dealing with our health problems. It is time government made health for all a reality and dividend of democracy for the Nigerian populace through the use of medicinal plants as medicine among the people, made by the people to promote health in the people! The political will of governments to develop traditional medicine and medicinal plants is paramount. The government/assemblies should as a matter of urgency sign into law, the regulation and recognition of the practice and use of these medicines. Economic and production of activities and Conservation of threatened species: The demand by majority of the people in developing countries for medicinal plants has been met by indscriminate harvesting of spontaneous flora including those in forests. As a result, many plant species have become extinct and some are endangered. It is therefore necessary that systematic cultivation of medicinal plants be introduced in order to conserve biodiversity and protect threatened species. Systematic cultivation of these plants could only be initiated if there is a continuous demand for the raw materials. As Africas population grows, demand for traditional medicines will increase, and pressure on medicinal plant resources will become greater than ever. While loss of habitat is the major factor contributing to the depletion of natural resources in Africa, collection of wild plants for traditional medical use is extremely dretrimental to certain species. There should be a sustained effort to study, cultivate and propagate these plants. The wide spread use of herbal medicine is not restricted to developing countries. The rebirth of herbal medicine, especially in developed countries, is largely based on a renewed interest by the public and sientific information concerning plants. Herbal remedies are popular among patient with chronic diseases. Classically trained physicians cannot ignore herbal medicines any more. They must realise the large number of patients using herbal medicines The must have adequate knowledge and should be more open to discuss with the ir patients regarding herbal medicine. Patient disclosure of herbal use may provide an opportunity for the physician to redirect the patient towards effective conventional health care. By taking a complete drug and supplement history, a dialogue can be initiated to rationally compare the

appropriateness of herbal remedies and regulated pharmaceuticals in relation to the severity of the condition. Patient with chronic conditions such as AIDS or cancer should also be warned that some of the adverse effects of herbals are often similar to symptoms of problem associated with their disease or treatment, thus making it difficult to discern if the disease or the remedy is the problem. The public should be better protected and informed on herbal medicine, and doctors should take an active part in this process.

History[edit] Colonial era[edit] Modern science has, in the past, considered methods of traditional knowledge as primitive and backward.[2] Under colonial rule, traditional diviner-healers were outlawed because they were considered by many nations to be practitioners of witchcraft and declared illegal by the colonial authorities, creating a war against witchcraft and magic. During this time, attempts were also made to control the sale of herbal medicines.[1] After Mozambique obtained independence in 1975, attempts to control traditional medicine went as far as sending diviner-healers to re-education camps. As colonialism and Christianity spread through Africa, colonialists built general hospitals and Christian missionaries built private ones, with the hopes of making headway against widespread diseases. Little was done to investigate the legitimacy of these practices, as many foreigners believed that the native medical practices were pagan and superstitious and could only be suitably fixed by inheriting Western methods.[3] During times of conflict, opposition has been particularly vehement as people are more likely to call on the supernatural realm.[1] Consequently, doctors and health practitioners have, in most cases, continued to shun traditional practitioners despite their contribution to meeting the basic health needs of the population.[2]

CHAPTER ONE INTRODUCTION BACKGROUND OF THE STUDY The ultimate objective of every business is to increase the sale of goods that it deals in. Several methods can be adopted for the achievement of this goal; some direct while others indirect Every business concern has a major objectives for which it was established but whatever may be the goal, the overriding force undoubtedly remains profit maximization. Prior to the era of industrial revolution, the pattern and method of salesmanship was both crude and cumbersome because the gap between the productive and consumption sectors of society was small and manageable. However with the present complication and sophistication among both the producers and consumers occasioned by high level of economic and technological developments, business are now re-shaping, re-focusing, re-positioning and re-directing their operations and marketing strategies in order to face obvious challenges posed but modern day marketing. To accomplish the fore stated, these business make conscious efforts of findings out what their customers want, producing them, creating the needed awareness on the availability of these goods and services and offering them at the right place, time and cost. It is by so doing that such a business can assuredly claim greater percentage of the market share and at the center of these activities is the pivot, the stimulant, the propelled, the sole of business called advertisement. Advertising as one of the strangest promotional tool remains a strong force in the hands of business entities. A popular saying has it that, if you do not blow your triumph, nobody is going to do that for you, for only when actually know where you are. Advertising does this and more for organizations especially the hotel business. It creates awareness, package the product services etc. present it to the intended consumer and assists him in making the right choice. The following definitions and opinions by some authorities and schools of thought on the meaning and roles of advertising, will perhaps give more insight into the concepts. According to Staton W.I, advertising consists of all the activities in presenting to a group of nonpersonal oral or visual openly sponsored message regarding a products services or idea.