1. 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: roya.ghafele@wipo.int

2. Phytopharmaka Market, Chart 2 EXECUTIVE SUMMARY 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

3. Phytopharmaka Market, Chart 3 The Omani Context Alternative Medicine: A growing Market You can do it too! AGENDA

4. Phytopharmaka Market, Chart 4 The Omani Government Encourages the Use of Traditional Values Source: Roya Ghafele, WIPO/ECTK/SOF01/3.6, Oman National Drug Policy 2000 The Omani people have, with Gods 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.

5. Phytopharmaka Market, Chart 5 Pharmaceutical Market Size: Selected Middle Eastern Countries Source: Roya Ghafele, oeronline.com Saudi Arabia United Arab Emirates QatarKuwait Bahrain Oman 160 Market Size: In US Dollar Million 80 1000 350 60 30

6. Phytopharmaka Market, Chart 6 Traditional Medicine: An unlocked Asset in Oman Source: Roya Ghafele Insufficiently researched Negative stigma among educated, used by uneducated & rural poor Over prescription of antibiotics Total market size unknown Few studies on health impact or use by patients Lack of awareness of the value of traditional medicine

7. Phytopharmaka Market, Chart 7 The Omani Context Alternative Medicine: A growing Market You can do it too! AGENDA

8. Phytopharmaka Market, Chart 8 Global Trend: Back to Nature Source: Roya Ghafele, CBD Secretariat Report 2000 9 China Western Europe 6.6 3 2 1 21.4 Other U.S.A. Canada Japan Estimated Total Market Size: 43 Billion Dollar

9. Phytopharmaka Market, Chart 9 Indonesias Context Source: Roya Ghafele, Badaon Pom Indonesia Case Example Indonesia: 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 40 % of population uses herbal medicine: popular & locally available Market Potential: 200 million Dollar Growth expected: 20% 400 000 species 90 000 used as medicine 400 used as Phytopharmaka

10. Phytopharmaka Market, Chart 10 Addressing the Challenges Source: Roya Ghafele Case Example Indonesia: Envisaged Solutions Government Commitment Standardization throughout the value chain Quality control of independent institutions, clinical trials Patents on new ingredients, isolations Certification Marks guarantee product safety Further training & R&D Public Private Partnerships Lack of data on product/services quality, safety, efficacy Fragmented information Limited research Lack of IP protection in Phytopharmaka Low acceptance in conventional health care systems Lack of qualified practitioners Strategic Issues

11. Phytopharmaka Market, Chart 11 Government Strategic Policy Source: Roya Ghafele, National Food and Drug Control Agency Indonesia Case Example Indonesia 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 Ensure IP protection: trademarks, patents Create market opportunities Reposition Phytopharmaka to become globally competitive

12. Phytopharmaka Market, Chart 12 The Omani Context Alternative Medicine: A growing Market You can do it too! AGENDA

13. Phytopharmaka Market, Chart 13 Changing the Course: Unlocking Hidden Assets Source: Roya Ghafele Traditional Medicine, a shadow market mainly for the poor & uneducated associated with backwardness Repositioning Traditional Medicine, a source of wealth for patients & the Omani economy Used as alternative approach across all classes globally

14. Phytopharmaka Market, Chart 14 Developing an Early Stage Market in Oman Source: Roya Ghafele Improve health care for patients in Oman & worldwide, while expanding a profitable market for Oman Unlock Assets Develop a Market Position Products Globally What? Why? How? Marketing Technology Organization Raise Awareness Research & assess healing methods Bring research & industry together Define your market Understand competition Assess profits/ costs Brand products Raise patients awareness Find international alliances

15. Phytopharmaka Market, Chart 15 Next Steps Source: Roya Ghafele 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