Transcript WIPO/IP/MCT/05/4

Unlocking the Hidden Potential of
Traditional Knowledge:
Building Up a Phytopharmaka Market
Muscat, February 13 and 14, 2005
Intellectual Property and Economic Development Division
Roya Ghafele, e-mail: [email protected]
Phytopharmaka
Market,
EXECUTIVE SUMMARY
Chart 2
 Tradition Medicine is a source of prosperity proper to Oman. However this intellectual asset
has so far not been fully exploited, mainly because Omani are not yet fully aware of the value
of the wealth they own.
 The market in Phytopharmaka and alternative medical treatment is globally boosting.
Countries like China, India, Sri Lanka and Indonesia are fully profiting from this trend. There
is no reason why Oman should not also benefit from this emerging market.
 Adequate market development strategies need to integrate the IP dimension, but also look at
issues related to benefit sharing. The three steps to develop the market in Oman consists of
unlocking hidden assets, defining and understanding the market and positioning Omani
products globally.
 Practical next steps include developing government commitment, mobilizing funding,
identifying relevant stakeholders, bringing them together to interact and starting to
standardize healing practices to guarantee patients’ safety. Oman may also consider to study
closer Asian success stories.
Source:
Roya Ghafele
Phytopharmaka
Market,
Chart 3
AGENDA
The Omani Context
Alternative Medicine: A growing Market
You can do it too!
Phytopharmaka
Market,
Chart 4
The Omani Government Encourages the
Use of Traditional Values
“The Omani people have, with God’s grace, managed to
combine the good elements of tradition and the good elements
of modern times…Oman joins tradition to modernization.”
“The objective of the National Drug Policy is to develop
within the resources of the country, the potential that drugs
have to control common diseases and alleviate poverty.”
“The National Drug Policy seeks to ensure that the
traditional medicines of Oman and the imported
traditional remedies are safe and effective.”
Source:
Roya Ghafele, WIPO/ECTK/SOF01/3.6, Oman National Drug Policy 2000
Phytopharmaka
Market,
Chart 5
Pharmaceutical Market Size:
Selected Middle Eastern Countries
1000
Market Size:
In US Dollar Million
350
160
Saudi
Arabia
Source:
Roya Ghafele, oeronline.com
United Arab Kuwait
Emirates
80
60
Qatar
Oman
30
Bahrain
Phytopharmaka
Market,
Chart 6
Traditional Medicine:
An unlocked Asset in Oman
Lack of
awareness
of the value
of
traditional
medicine
Insufficiently
researched
Source:
Roya Ghafele
Few studies
on
health impact
or use by
patients
Negative
Total
stigma
market size
among
unknown
educated,
used by
uneducated &
rural poor
Over
prescription
of antibiotics
Phytopharmaka
Market,
Chart 7
AGENDA
The Omani Context
Alternative Medicine: A growing Market
You can do it too!
Phytopharmaka
Market,
Chart 8
Global Trend: Back to Nature
Estimated Total Market Size:
43 Billion Dollar
China
9
Other
21.4
6.6
Western
Europe
3
1 2
Source:
Roya Ghafele, CBD Secretariat Report 2000
U.S.A.
Canada Japan
Phytopharmaka
Market,
Case Example Indonesia:
Chart 9
Indonesia’s Context
Vision: “To optimize the utilization of Indonesian
Herbal Medicine for the maintenance & promotion
of health of the community as well as to prevent &
treat diseases”
400 000 species
90 000 used as medicine
400 used as Phytopharmaka
40 % of population uses
herbal medicine:
popular & locally available
Market Potential:
200 million Dollar
Growth expected: 20%
Source:
Roya Ghafele, Badaon Pom Indonesia
Phytopharmaka
Market,
Case Example Indonesia:
Addressing the Challenges
Chart 10
Strategic Issues
Envisaged Solutions
Government Commitment
• Lack of data on product/services
quality, safety, efficacy
• Fragmented information
• Limited research
Standardization throughout
the value chain
Quality control of
independent institutions,
clinical trials
• Lack of IP protection in Phytopharmaka
• Low acceptance in conventional health
care systems
• Lack of qualified practitioners
Patents on new ingredients,
isolations
Certification Marks guarantee
product safety
Further training & R&D
Public Private Partnerships
Source:
Roya Ghafele
Phytopharmaka
Market,
Case Example Indonesia
Chart 11
Government Strategic Policy
Inventory,
mapping of
existing
medicinal
plants
Foster
R&D
on herbal
medicine
from
cultivation,
post
harvest,
production
to final
product
Develop
standards
in production,
plant material,
Verify product
safety,
efficiency
through
independent
body
Source:
Roya Ghafele, National Food and Drug Control Agency Indonesia
Ensure
IP
protection:
trademarks,
patents
Create
market
opportunities
Reposition
Phytopharmaka
to become
globally
competitive
Phytopharmaka
Market,
Chart 12
AGENDA
The Omani Context
Alternative Medicine: A growing Market
You can do it too!
Phytopharmaka
Market,
Chart 13
Changing the Course:
Unlocking Hidden Assets
Repositioning
Traditional Medicine,
a source of wealth
for patients &
the Omani economy
Used as alternative
approach across all
classes globally
Traditional Medicine,
a shadow market
mainly for the poor & uneducated
associated with backwardness
Source:
Roya Ghafele
Phytopharmaka
Market,
Chart 14
Developing an Early Stage Market in
Oman
What?
Marketing
Organization
Unlock
Assets
How?
Why?
Develop
a
Market
Improve health care for
patients in Oman &
worldwide, while
expanding a profitable
market for Oman
Position
Products
Globally
Technology
• Raise Awareness
• Define your
market
• Research & assess • Understand
healing methods
competition
• Bring research &
industry together
Source:
Roya Ghafele
• Brand products
• Raise patients’
awareness
• Assess profits/ • Find international
alliances
costs
Phytopharmaka
Market,
Chart 15
Next Steps
• Develop government commitment
• Mobilize funding
• Identify relevant researchers, traditional healers,
industry interested in developing the market
• Bring relevant stakeholders together to interact and
build up a network
• Seek to standardize healing practices; e.g. issue a
university degree on traditional healing
Source:
Roya Ghafele