Social Marketing and Deceased Organ Donations A Multidimensional Approach Study in Mumbai

Abstract

India has made significant improvements in all major development sectors including Public Health, Education, Research, IT, etc. Post independence the average life expectancy of average Indians was increased to above 70 years from 32 years. However, the Indian healthcare scenario exhibits a spectrum of contrasting landscapes. India has around 77 million living with diabetes which constitute the highest people in the world which projected to 134 million by 2045. India suffers an early age loss of life due to cardiovascular disease which also accounts for one fourth of all deaths while ESLD and CKD are one of the leading causes of mortality in non- communicable diseases that have seen a gradual increase in mortality over the past two decades and it is a major medical concern globally. India estimated each year around 2 lakh people respectively reach End-Stage Kidney Disease, End-Stage liver failure and heart. Successful organ transplant is the only available solution and can only be enhanced and achieved by pairing organs; deaths and longer waiting periods for transplant among them can be reduced. In contrast, approximately 9000 renal transplants, about 2800 liver transplants and only a few heart transplants are performed. The remaining patients die expecting a transplant in hoping for a suitable matching organ.