The de-marketing strategies as a vital resolve of antibiotics misuse dilemma

Abstract

Developing resistance to the currently available antimicrobial agents, particularly anti-Bacterial, is a worrying issue that rises highly worldwide. Communities, health workers, and government officials around the world are joining in, calling for overuse and misuse of antibiotics to stop. The phrase "de-marketing" indicates a strategy that drives to organize the form and the level of the current and future demand; not only that, but rationalizes it by organizations (profit, non-profit organizations as well as governments) specified to discourage and minimize activities of organizations about selling, distribution, using, and advertising… etc. It is to conduct an investigation of the potential impact of demarketing in both controlling and minimizing the antibiotic misusage in Jordan. The essential purpose of the current analysis research is to manifest the contribution of the general demarketing strategy in influencing the attitude of consumers towards rationalization of taking antibiotics through regular medications, which is under the supervision and recommendations of professional doctors. In this article, we focused on those secondary resources derived from the published literature. Besides, we relied on the output of 450 consumers’ interactions and responses to our 19 questions distributed as