ID :
139748
Sun, 08/29/2010 - 14:54
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http://m.oananews.org//node/139748
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Thai traditional medicines strive to thrive
Due to the fast-growing technology and the changing lifestyles of the modern world, many people in the West and even in the East's big cities have turned to a slower pace of life. Meditation to calm one's mind is popular as a choice, while taking traditional medicines for illness, although taking a longer period to cure, is also a back-to-the-nature treatment that some prefer.
Not only is it the world that changes dramatically, but also those in the business of traditional medicines must take this opportunity and adapt to survive from the vigorous competition of modern medications, especially when black pills with an unpleasant smell would easily be rejected by young adults and today's teenagers, who grow up in the era of virtual life on the internet and smart phones.
Located in Bangkok's old town, Nawua Traditional Medicine Shop has served customers for over a century since the reign of King Rama V under the original name Wiriyamai Osoth Tra Nawua. Its Thai traditional medicines of more than 30 formulas were given to the then owner, Dr Somboon Pirawatteuk, by the royal family and some customers.
Because of a lack of certification by Thailand's Food and Drug Administration (FDA), the business was dying in 2006 before it went into the hands of Piyarom Bunnag, the 29-year-old owner who said she had been familiar with the medicines since she was a child, and therefore wanted to preserve its Thai wisdom and revive the business.
Together with her mother, she improved the drugs' production standards to meet those of FDA and the Good Manufacturing Practice (GMP), enabling her medicines to be ready for export and sold in Thai hospitals.
To attract more customers, she explained, a change in packaging is important, as well as in the names of some medications so as not to overstate the drugs' quality, according to FDA requirements. This process is not yet complete, she said, for old customers still stick to the old packaging and names when coming to buy their desired formulas.
Another factor helping her business to grow is friendly service.
Believing in the power of "word of mouth", the young owner said the service matters as equally as the drugs' medicinal properties themselves when new buyers come to visit the shop or phone in for information.
Patience and understanding are keys to win their hearts.
A flight attendant with regular dizziness due to lack of sleep from her career was introduced to the traditional medicines by her friend's family.
"I have taken the medications for three months, as I have trouble sleeping and sometimes suffer from constipation. The medicines obviously help for both illnesses. The symptoms didn't completely go away for the dizziness though, as it also depends on my sleeping habits," said Chernkwan Vannarot, the flight attendant.
A male customer with skin problems, Polthep Akkarayothinkul, who was introduced to the old method of treatment by his friend's professor, said with his assessment that his rash started to disappear after he used the medicines for two months.
Seeing the business potential of her products, Piyarom expanded her distribution channels from only selling her drugs in the store to about 10 pharmacies nationwide, while customers can also place their orders online and by telephone.
The price of a set of medications ranges from Bt100-300 (about US$3-9).
"The business has grown so fast. When I first took over the business, the sales volume was around Bt200,000 (US$6,250) a month. Now it's gone up to about Bt600,000 (US$18,750)," said Piyarom.
Due to the government's policy to promote traditional medicines in hospitals, Piyarom and her mother plan to penetrate more of the younger generations' market, especially those in their 20s, by first developing the brand's identity.
"We must have a clear identity of ourselves through a more modern logo. We're now undergoing that process. Also, we have to make sure all our packaging looks good enough so that younger customers don't feel ashamed or embarrassed when carrying our medicines," Piyarom said.
By taking a step-by-step approach in achieving big goals, she said the clear identity will later help the business be ready for modern trade and hopefully one day for export.
As the shop's location is in the historic old town of Banglamphu area and its interior was preserved like in the old days, Piyarom told us she was lucky that the Bangkok Metropolitan Admistration (BMA) put her store in one of the neighbourhood's tourist attractions.
Although only a small number of foreign travellers are convinced of the medicines' properties, most of them often come to the shop to take photos and to get a glimpse of an old Thai traditional pharmacy. (MCOT online news)
Not only is it the world that changes dramatically, but also those in the business of traditional medicines must take this opportunity and adapt to survive from the vigorous competition of modern medications, especially when black pills with an unpleasant smell would easily be rejected by young adults and today's teenagers, who grow up in the era of virtual life on the internet and smart phones.
Located in Bangkok's old town, Nawua Traditional Medicine Shop has served customers for over a century since the reign of King Rama V under the original name Wiriyamai Osoth Tra Nawua. Its Thai traditional medicines of more than 30 formulas were given to the then owner, Dr Somboon Pirawatteuk, by the royal family and some customers.
Because of a lack of certification by Thailand's Food and Drug Administration (FDA), the business was dying in 2006 before it went into the hands of Piyarom Bunnag, the 29-year-old owner who said she had been familiar with the medicines since she was a child, and therefore wanted to preserve its Thai wisdom and revive the business.
Together with her mother, she improved the drugs' production standards to meet those of FDA and the Good Manufacturing Practice (GMP), enabling her medicines to be ready for export and sold in Thai hospitals.
To attract more customers, she explained, a change in packaging is important, as well as in the names of some medications so as not to overstate the drugs' quality, according to FDA requirements. This process is not yet complete, she said, for old customers still stick to the old packaging and names when coming to buy their desired formulas.
Another factor helping her business to grow is friendly service.
Believing in the power of "word of mouth", the young owner said the service matters as equally as the drugs' medicinal properties themselves when new buyers come to visit the shop or phone in for information.
Patience and understanding are keys to win their hearts.
A flight attendant with regular dizziness due to lack of sleep from her career was introduced to the traditional medicines by her friend's family.
"I have taken the medications for three months, as I have trouble sleeping and sometimes suffer from constipation. The medicines obviously help for both illnesses. The symptoms didn't completely go away for the dizziness though, as it also depends on my sleeping habits," said Chernkwan Vannarot, the flight attendant.
A male customer with skin problems, Polthep Akkarayothinkul, who was introduced to the old method of treatment by his friend's professor, said with his assessment that his rash started to disappear after he used the medicines for two months.
Seeing the business potential of her products, Piyarom expanded her distribution channels from only selling her drugs in the store to about 10 pharmacies nationwide, while customers can also place their orders online and by telephone.
The price of a set of medications ranges from Bt100-300 (about US$3-9).
"The business has grown so fast. When I first took over the business, the sales volume was around Bt200,000 (US$6,250) a month. Now it's gone up to about Bt600,000 (US$18,750)," said Piyarom.
Due to the government's policy to promote traditional medicines in hospitals, Piyarom and her mother plan to penetrate more of the younger generations' market, especially those in their 20s, by first developing the brand's identity.
"We must have a clear identity of ourselves through a more modern logo. We're now undergoing that process. Also, we have to make sure all our packaging looks good enough so that younger customers don't feel ashamed or embarrassed when carrying our medicines," Piyarom said.
By taking a step-by-step approach in achieving big goals, she said the clear identity will later help the business be ready for modern trade and hopefully one day for export.
As the shop's location is in the historic old town of Banglamphu area and its interior was preserved like in the old days, Piyarom told us she was lucky that the Bangkok Metropolitan Admistration (BMA) put her store in one of the neighbourhood's tourist attractions.
Although only a small number of foreign travellers are convinced of the medicines' properties, most of them often come to the shop to take photos and to get a glimpse of an old Thai traditional pharmacy. (MCOT online news)
