Having spent many years in the provinces here in the Philippines, I grew up with the way of life of the probinsyanos. I’m particular in the Visayas and Mindanao areas, where my family came. Of course, cable TV and internet are available only in towns or in major urban areas, however, radio is still the number one form of communication and entertainment in the rural areas. Of course, when it comes to marketing, local AM and FM radio stations are the main medium of advertising.

However, sometime in the mid-2000′s, there seemed to be a “boom” of herbal products and alternative medicines over the air. All of a sudden, the usual farming fertilizers and poultry feeds were replaced by alternative herbal products and related stuff. Of course when it comes to marketing the product, they were insisting that your health is guaranteed to improve–to the point that even the most serious of the conditions may be healed by the alternative medicine. Of course given the lack of access to health facilities and the rural masa cannot afford to buy expensive medicines, they’ll surely be attracted with the ads and buy those!

Read the rest of this entry »