We may crib about doctors' fee, but keep going back to them for even minor ailments. A global study conducted among 27,000 internet users in 54 countries by The Nielsen Company found that Indians rely more on doctors than pharmacists (chemists).

The survey asked the users how they typically deal with 17 common minor ailments, such as cold, cough and headaches, all of which can be treated with non-prescription medicines. A majority of Indians said they would rather seek a doctor's advice than rely on the neighbourhood pharmacist's opinion. But they would do this only if the symptoms are severe.

"Consumer response on their consideration to seek advice from a doctor or a pharmacist varied across ailments, but one thing was established: for any ailment Indians would seek advice from the doctor more than their neighbourhood pharmacist," said Seetha Sethuraman, director (client solution), Nielsen.

Most Indians seek doctors' advice for hay fever, 33%, followed by sinus congestion, 23%, and flu, 21%. They rarely consider visiting a doctor for menstrual pain, 54%, hangover, 47%, and sleeping problems, 34%. But for such problems, they don't consider asking the pharmacist either.

The survey said that Indians do not see as a point of care pharmacists, who are perceived as retailers of products rather than consultants for minor ailments.

The survey said Americans, like Indians, are most likely to turn to a doctor, while the Europeans would visit a pharmacist. In case of a headache, for example,

Americans will nearly always make a quick trip to the pharmacy for ibuprofen or aspirin, but Europeans are more likely to visit the pharmacy to speak to a pharmacist for advice.

"This finding indicates that majority of consumers (particularly European) suffering from minor ailments are willing to work through the ailment without professional advice, either through non-prescription medicines or other traditional remedies, or by letting the body self-correct," said Robert Buckeldee, service model director, Nielsen.