This paper discourses healthcare products that face some degree of acceptance within some societies due to specific cultural dilemmas and ethical concerns. The purpose of this paper is to assess consumer health knowledge on the cultural and ethical dilemma and norms as they affect the marketing of healthcare products. Literary sources indicate the existence of misconceptions and poor marketing performance of healthcare products within a cultural milieu in Nigeria, thus the focus is on indigenous people and their cultural backgrounds. To gain insight into consumer health knowledge, the study modelled Hofstede’s collectivism dimension following the dominant in-group cultural context of the indigenous people. The relevance of this scientific decision problem is that the result will cause an urgent policy approach, re-strategizing of approaches in communication and reach by the healthcare marketers and healthcare product producers. The research follows a survey pattern as data was collected for 4 – 5 months in year 2020 using a structured questionnaire while mean rating analysis and Pearson Coefficient correlation were used to analyze the result. The object of this research was Abia State in Nigeria, given that good numbers of the communities are notorious for the patronage of traditional healthcare products. The results proved that negligence of immunization, dependence on traditional health healers, and maintenance of ethical work environment are critical concerns that impact consumers’ health knowledge and their response to healthcare products being marketed by firms. Thus, the research makes an empirical confirmation and theoretically proves that Hofstede’s collectivism dimension appropriately profiles the dominant in-group cultural context of the indigenous people of Abia State, Nigeria. The findings of this research show its practical usefulness by identifying the need for communication, enlightenment and awareness programs, and practical demands for strategic approaches to marketing healthcare products within the communities. Policy-wise, the implication is the urgent demand to moderate beliefs and norms of the group by devising stringent measures for clinical laboratory tests of the traditional drugs and stiff penalties for defaulters of traditional healthcare product vendors and producers.