Question

Following intense competition in the market, it has become necessary for Excellent Herbal Products to redesign their popular malaria drug. Management of the company understands that apart from competition, other factors have to be considered during the redesign of the drug.  
(i) Explain any three (3) reasons apart from competition, that can also compel Excellent Herbal Products to redesign its drugs.

Discuss four (4) factors that are necessary for Excellent Herbal Products to consider

when designing their products.                    

State the two (2) main parts of this product’s design and explain how they may influence demand for it.

Answer 1

i) Three primary reasons for drug redesign:

• Effectiveness: The more effective a drug is there are more chances of acceptance and usage by the medical and patient community
• Safety: The reduction or elimination of side effects can increase preference for the drug
• Convenience: Better efficiency of the drug can lead to reduced dosage. Improvements in technology can bring in newer and simpler ways to use the drug.

ii) Four factors to consider for drug redesign:

• The drug:
  • Improvements in safety and efficacy can be brought about as more information becomes available from widespread use of the drug. Novel approaches to drug delivery may help in increasing the efficacy and reducing the side effects. Especially in herbal medicine, there is immense potential in developing drugs that are easier to ingest, can be effective for a longer period, and used in novel ways such as transdermal dosage, microparticles, microcapsules and nanoparticles.
• The clinical condition
  • As knowledge of diseases and of molecular biology expands, new insights can be gained on a drug’s potential in various clinical conditions. Changes in disease patterns and the resistance of newer strains to the drug can be another influencing factor. Prolonging the drug in the body to produce the requisite effect can significantly boost its effectiveness.
• The patient
  • Adult dosage is often unsuitable for children. Also, the dosage regimen can lead to non-compliance in usage. Based on demographics, the price of the drug is a major factor. For example, a drug that is economical by Western standards would be considered expensive in the African context.
• Technological innovation
  • New innovations like nanotechnology can provide great advantages in delivery and targeting of drugs. This in turn can lead to improved efficacy and patient benefits, and can open up new markets for the drug. Other ways of using new technologies are to cross physical barriers and finding alternative routes for better targeting and delivery of the drug.

iii) Two main parts of design and their impact on demand:

• Simplicity
  • Using simple and effective delivery techniques can appeal to large sections of the emerging and under-developed economies. It can also lead to lower cost formulations that would be of great benefit to patients in poor countries.
• Innovation
  • Using innovative techniques and partnering with academic institutions can lead to breakthrough formulations for a drug. It can not only bring together the best minds in the field but can also speeden up the drug design process by making use of existing research. This in turn can lead to an effective drug reaching the market quickly and open up new opportunities.