Compliance, Claims, And Clinical Trials Must Be Followed If We Want To Better Our Products And Exports: Dr. Deepika Gunawant, Sr Consultant, Ayurveda and Wellness

Integrative medicine is a philosophy of healthcare focusing on individual patient care by combining the best of conventional western medicine and evidence-based complementary medicine and therapies within the current mainstream medical practice; in the Indian context, specifically focusing on AYUSH therapies.

Traditional forms of medication have been prevalent in India since thousands of years but the last couple of centuries they have lost their glory. The last few years, a concerted effort is being made by the government and stakeholders across the board to bring them to restore the lost lustre and faith.

International Arogya 2017, the 1st International exhibition and conference on AYUSH and Wellness is taking place with a passionate endeavor to boost exports of AYUSH products and showcase the strength and scientific validation of traditional systems of medicine including Ayurveda, Yoga and Naturopathy, Unani, Siddha, Sowa-Rigpa and Homoeopathy (AYUSH), and to facilitate their worldwide promotion, development and recognition.

Amongst the varied deliberations taking place here, there were eminent voices of specialists from the AYUSH and allied sectors who explored integrated medicine, its need and business opportunities both local and for exports.

CEO of Medanta, Pankaj Sahni expressed the need for Integrated Medicine because in his opinion modern medicine is a very dangerous form of medicine as it deals with issues in three ways; either it burns or cut it or poisons it. “By this method body gets harm. Another reason for the necessity of Integrated Medicine is that everyone can’t afford modern medicine due to its high cost,” he said. He is all for the alternative when the option exists.

Pankaj fervently believes the importance of integrated medicine. In fact, at Medanta Hospital, a department for Department of Integrative Medicine (Ayurvedic Medicine and Yoga) exists, which is headed by Dr. Geetha Krishnan. Recently he has been selected as the Ayush expert for the WHO, the first expert to fill that seat at the WHO Headquarters, Geneva in 36 years since the WHO mooted the Traditional and Complementary Division.

“Concept of Health and Disease is different in different systems. Where in lies the challenge in Integration,” according to Dr. Suman Arora, Head – Medical operations, Gleneagles Global Group.

“Modern medicine is not perfect and it has its own limitations. So it is the one of the fundamental necessity for integration. Going beyond the disease management is the dimension of integration. Integration should not be left to the fate of the patient. It will be more fruitful only when physicians integrate their knowledge and practices,” she says.

According to Mr. Darshan Shankar Chairman – Indian Institute of Ayurveda and Integrative Medicine, Foundation of Revitalisation of Local Health Traditions (FRLHT) surveys reveal that, 40 – 70% people exercise pluralistic health choice for their health needs. “Integration already exists on the ground, a trans-disciplinary approach is essential to promote integrated healthcare framework.”

Famed Vedacharya, Ayurvedic teacher, Vedic astrologer, writer Dr. David Frawley USA believes that an integral of a person must be taken into consideration when considering care. Consciousness, Soul, Pranna, behavior values and other parameters; That in his opinion is Integration. In other words, the practice where the human being is considered as a whole.

According to Frawley, the increasing chronic non-communicable diseases and psychological problems are reasons for Integration; the so-called lifestyle diseases which are plaguing the entire world need to be dealt with in an integrated fashion.

“To address the multiple healthcare needs of the society Integration is essential. Where different systems come together for a common cause is considered to be integration, in which one system plays the pivotal role. Cost, Time and Effectiveness are the factors which necessitate integration,” according to Mr. Saji Kumar, CEO Dhatri Ayurveda Pvt Ltd.

A Customized approach is the major dimension of the Integration, highlights Kumar.

BUSINESS OPPORTUNITIES 

When it comes to business opportunities, Pankaj believes that before investing in Integrated medicine one should evaluate one's own strengths. Across the continuum of hospice care from emergencies to palliative care to longterm ailments, opportunities abound for Integrated medicine, Scalability is where the real challenge lies in his opinion.

Areas of business opportunities are Preventive health, Pain management, Medical tourism, Non-communicable diseases, in Dr. Suman's opinion.

"Medical tourism and Herbal drug supply are great areas to explore business opportunities,” according to Mr. Saji Kumar. 

Mr. Frawley elaborated on the global need for an increase in imbibing integrated medicine and that the one area that needs to be targeted is businesses.

“Businesses are also looking at places to send their people for health improvement, rejuvenation and conferences are being designed around this. A new spa religion of sorts is emerging globally.” Though in his opinion, that is only the first base of moving towards integrative medicine. In terms of business opportunities and new medical paradigms, Integrated Medicine has much potential.

Another area in his opinion is providing new jobs for the new complimentary systems of medicine as practitioners cannot always stand on their own.

“The future is bright because India has that tradition, the world's oldest and best system of Integrated Medicine and integral view of healthcare. It may as well benefit from starting over here,” he expressed.

EXPORTS

Dr. D.C. Katoch, Advisor, Ministry of AYUSH, has been in the WHO as National Consultant (Traditional Medicine & Homeopathy) WHO, SEARO office, New Delhi in the past, shared that AYUSH finished products export is worth USD 700 billion and stand-alone potential of AYUSH raw material export from India is of USD 3000 million. There is a huge international market potential which needs to be exploited.

Joint Secretary, Ministry of Ayush, Mr. Pramod Kumar Pathak highlighted that 80% of the world population uses traditional medicine and our export is meager to its potential. He further added that, Govt. of India has signed MoUs regarding the same with 11 countries and that we have 28 AYUSH informative cells.

“If we want to better our products and exports we have to focus on the 3 C’s for the success of any product – compliance, claims, clinical trial, must be followed. GMP and country-specific regulatory guidelines must be followed,” stressed Dr. Deepika Gunawant, Senior Consultant, Ayurveda and Wellness.

On the other hand, Dr. Shashank Sandhu, Director, Sandu Pharmaceuticals, is of the opinion that, “Instead of going for recognized ayurveda market and regulated market, we should try to catch low hanging fruits, for example, countries like Zambia, which recognizes ayurveda. This can be exploited as a potential market for export, geopolitical favourability must be explored."

Mr. Sanjay Shrivastava Director Maharishi Ayurveda feels that although international arenas are opening up for AYUSH, the market is still apprehensive for medicinal products. AYUSH products can be exported as food supplements/herbal products etc, Pharmacopeias to be recognized.

Other industry voices expressed that the government should take the initiative in providing an ecosystem for small companies so that they can enter the export market with the proper know-how of regulations and guidelines.

Dr. Pramod Kumar Pathak feels that players should concentrate on expanding AYUSH footprints globally no matter if products are labeled as food supplements. The focus should be on penetrating the global market. Considering that Pharmexil is coming up with regulations for medicinal plants, standard and more regulated AYUSH pharmacopeia to be established, in his opinion.

“The AYUSH system of medicine is an ancient experience based. So rather than running after evidence-based medicine, the level should be raised in terms of GMP and other standards,” he said.

An increasing number of insurance companies are covering AYUSH modalities. He also spoke about the fact that WHO has come up with GMP certification for Ayurveda, Siddha, Unani system of medicine.

Speaking on the Homeopathic system of medicine he opined that, it is simple and economical. It is good for mother and child care.

The best development is that the government has come up with regulation for dispensing homeopathic products through allopathic medicine counters which was a welcome development seconded by Mr. Bakshi of Baksons.