assg 2_creating consept (1)
TRANSCRIPT
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CHAPTER V
GENERATING CONCEPT
VI.1. Sources of Ideas
These ideas to make the best concept design are generated by all members of
product development team by considering the representatives who have made, used
and been frustrated by the existing product. The other sources of ideas are:
1. ConsumersThese ideas come from the answer or our questioners that we got before to gain
the consumers need for our Anti-Cholesterol Drug Made from Herbs.
2. LiteraturesLiteratures such as patents, books, and journals are used to give us some
information about current product and how do we need to do to make our
product have the best performance.
3. Product expertsProduct experts are the lecturer and their assistant who have some experience in
chemical product design. They give us some advices to generate the best
performance product design.
VI.2. Collecting The Ideas
After knowing the specifications of the product and doing benchmarking with
some competitor products, now we can generate some ideas underlying concept
design of our product. According to the literature, the best product is made from a lot
of concept ideas. In this chapter, we collect a lot ideas of our product. Collecting
ideas to make the best performance of Anti-Cholesterol Drugs Made from Herbs is
done through some steps. These steps help us to have an systematic way of thinking
to get the best product.
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Figure 5.1. Scheme of Creating Concept
V.2.1. Step 1: Problem Decomposition
To generate the ideas we need to clarify the problem of out chemical product
design. First, break the problem into some sub-problems.
Anti-Cholesterol Drugs Made from Herbs
1 2
1. Anti-Cholesterol DrugSome problems that would come up from this sub-problem are:
a. What is the meaning of anti-cholesterol drug?b. What is the function of anti-cholesterol drug?c. How the mechanism of drug to lowing cholesterol level in blood?d. Mention the kind of drug dosage forms and how to use that kind of drug?e. What are the side effects of consuming anti-cholesterol drug?f. What are criteria or condition of dozing a anti-cholesterol drug?
2. Made from HerbsSome problems that would come up from this sub-problem are:
a. What is the meaning of herbs?b. Mention some herbs that can lower cholesterol level!
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c. What substance that is contained in herbs which can lower cholesterol level?d. What are additional functions of herbs in anti-cholesterol drug?
In addition of sub-problems above, we need to consider about other problem that
relate to our product. Those are:
What would happen if people with high level of cholesterol who do not consumeany drug to lowing the cholesterol level?
a. They need to maintaining dietb. Easy to have dizzyc. Frequent feel achy bodyd.
Need to maintain the emotional stability
What are the side effects by consuming anti-cholesterol drug which is not madefrom herbs?
a. Sleepyb. Palpitationc. Kidney damaged. Nauseae. Low bioavailabilityf. Liver damage
V.2.2. Step 2: Existing Ideas Concept
These days, there are so many research and technology advances in the field
of pharmaceutical. Medication for lowering cholesterol level can be done in many
ways and by many optional drugs. One of cholesterol-lowering drug that is widely
used is chemical compound statins and derivatives. These existing product concept
are arranged from various sources, those are journals, articles, books, patents and
from visual observation of some cholesterol-lowering drugs which already on the
market. Some existing products that related and used for concept generating are:
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1. Simvastatin
Simvastatin is a lipid-lowering agent that is derived synthetically from a
fermentation product ofAspergillus terreus. After oral ingestion, Simvastatin, which
is an inactive lactone, is hydrolyzed to the corresponding -hydroxyacid form. This
is an inhibitor of 3-hydroxy-3-methylglutaryl-coenzyme A (HMG-CoA) reductase.
This enzyme catalyzes the conversion of HMG-CoA to mevalonate, which is an early
and rate-limiting step in the biosynthesis of cholesterol.
Simvastatin is butanoic acid, 2,2 - dimethyl - ,1,2,3,7,8,8a - hexahydro - 3,7 -
dimethyl - 8 - [2 - (tetrahydro - 4hydroxy - 6 - oxo - 2H - pyran - 2 - yl) - ethyl] - 1 -
naphthalenyl ester, [1S-[1,3,7,8(2S*,4S*),-8a]]. The empirical formula of
Simvastatin is C25H38O5 and its molecular weight is 418.57. Its structural formula
is:
Figure 5.2. Structural Formula of Simvastatin
Simvastatin is a white to off-white, nonhygroscopic, crystalline powder that is
practically insoluble in water, and freely soluble in chloroform, methanol and ethanol.
Tablets Simvastatin for oral administration contain either 5 mg, 10 mg, 20
mg, 40 mg or 80 mg of Simvastatin and the following inactive ingredients: ascorbic
acid, citric acid, hydroxypropyl cellulose, hypromellose, iron oxides, lactose,
magnesium stearate, microcrystalline cellulose, pregelatinized starch (maize), talc,
and titanium dioxide. Butylated hydroxyanisole is added as a preservative.
Simvastatin 10mg, 20mg, and 40 mg contain red and yellow ferric oxide.
Simvastatin 80 mg contains red ferric oxide.
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US Patent Application Publication No: US 2008/0300233 A1
This is a patent which contain Pharmaceutical Composition Comprising Simvastatin
and Ezetimibe. This patent also used to make benchmarking between existing
product simvastatin and own product. Composition of simvastatin is shown in Table
IV.4.
2. Atorvastatin or Lipitor
Lipitor is a synthetic lipid-lowering agent. Atorvastatin is an inhibitor of 3-
hydroxy-3-methylglutaryl-coenzyme A (HMG-CoA) reductase. This enzyme
catalyzes the conversion of HMG-CoA to mevalonate, an early and rate-limiting step
in cholesterol biosynthesis.
Atorvastatin calcium is [R-(R*, R*)]-2-(4-fluorophenyl)-, -dihydroxy-5-(1-
methylethyl)-3-phenyl-4-[(phenylamino)carbonyl]-1H-pyrrole-1-heptanoic acid,
calcium salt (2:1) trihydrate. The empirical formula of atorvastatin calcium is
(C33H34 FN2O5)2Ca3H2O and its molecular weight is 1209.42. Its structural
formula is:
Figure 5.3. Structural Formula of Atorvastatin or Lipitor
Atorvastatin calcium is a white to off-white crystalline powder that is
insoluble in aqueous solutions of pH 4 and below. Atorvastatin calcium is very
slightly soluble in distilled water, pH 7.4 phosphate buffer, and acetonitrile; slightly
soluble in ethanol; and freely soluble in methanol.
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Lipitor Tablets for oral administration contain 10, 20, 40, or 80 mg
atorvastatin and the following inactive ingredients: calcium carbonate, USP;
candelilla wax, FCC; croscarmellose sodium, NF; hydroxypropyl cellulose, NF;
lactose monohydrate, NF; magnesium stearate, NF; microcrystalline cellulose, NF;
Opadry White YS-1-7040 (hypromellose, polyethylene glycol, talc, titanium
dioxide); polysorbate 80, NF; simethicone emulsion.
European Patent Specification No: EP 2 117 534 B1
This is a patent which contain A Pharmaceutical Composition With A Atorvastatin
In Active Ingredient. This patent also used to make benchmarking between existing
product atorvastatin or lipitor and own product. Composition of atorvastatin or lipitor
is shown in Table IV.5.
3. Pro-Lestor
Pro-Lestor is the example of cholesterol-lowering drug that made from herbs.
Observation of this existing product was mostly done by visualized analysis since
there was still not much article or patent that discuss about this product. Pro-Lestor
are available in form of tea wrapped in paper bags and packed in plastic transparent
bottle. Pro-Lestor contain 100% percent of herbs, such as Guazuma Ulmifolia
Folium, Syzygium Polyantum Folium, Andrographis Paniculata Folium, Persea
Americana Folium, Camellia Sinesis Folium.
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Figure 5.4. Concept Tree of Existing Ideas
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V.2.3. Step 3: New Ideas Concept
New ideas of Anti-Cholesterol Drug Made from Herbs are generate by
creativity and inspired by some theory about drug dosage forms. So that, the new
ideas are prioritizing drug dosage forms which support the best performance of drug
delivery in human body. So, improving product performance is not only done by
formulating the ingredients but also arrange the best form of our product. In addition
of improving performance, these new ideas also considering about simplicity and
how to make drug that easy to use. Moreover, new ideas also cover about packaging
and how to use the product to support the appearance and ease of use.
1. Drug Dosage Forma. Effervescent tablet
Tablet intended to be dissolved or dispersed in water before administration.
Effervescent tablets are uncoated tablets that generally contain acid
substances and carbonates or bicarbonates and which react rapidly in the
presence of water by releasing carbon dioxide.
b. Solid gazetteSolid form like a sheet of candy which very fast dissolved in water just like
melt in mouth.
c. Chewing tabletUncoated tablet easy to dissolve with water in mouth is chewed in the mouth
and usually has a sweet taste.
d. LozengeSolid preparations that are intended to dissolve or disintegrate slowly in the
mouth. They contain one or more medicaments usually in a flavored,
sweetened base. Usually lozenge form is like a medicated candy intended to
be dissolved slowly in the mouth to lubricate and soothe irritated tissues of the
throat.
e. GranuleSmall particle or grain containing a medical substance in a dry mixture
usually made of sodium bicarbonate, citric acid, and tartaric acid that has a
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ability to release gas when dissolve in water to produce foam. Granule can be
consumed by dissolving to water or sprinkling over food or even direct used.
f. PasteSemisolid form which contain a little amount of water, viscous and have a
physical form resembling a chocolate paste or toothpaste.
g. GuttaeLiquid preparation such as solutions, emulsions or suspensions intended for
oral or topical using, used with dropper to dripping droplets and has a low
viscosity.
h. SprayLiquid with high vapor pressure properties in a matter of minutes apart by air
or steam jet. Liquid particle of spray may be carried away by flow of air to the
place where the effect lasts.
2. How To Usea. Sucked like candy
This drug can dissolve slowly in mouth and have a good taste.
b. ChewedSolid preparation which has a low hardness and brittle is chewed to help
breaking the solid particle before entering gastric.
c. Sprinkle over foodGranule drug which is formed by small particles or grain and tasteless can be
eaten with food by sprinkling it over the food without change the taste, color,
and smell of food.
d. Dripped to mouthLiquid preparation of drug such as syrup and elixir need a spoon or another
aids to be consumed. But we want to make a liquid drug in small dosage
which dripped into mouth and have a good taste.
e. Sprayed to mouth
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This liquid preparation is used in small dosage by spraying with spray bottle
into mouth.
3. Packaginga. Wrapped in plastic-coated aluminium
Wrapped in plastic-coated aluminium is intended to drug which formed like a
candy, paste and this is a disposable packaging so simple to use.
b. SachetSachet is intended for granule and has a size slightly bigger than plastic-
coated aluminium package.
c. Spray bottleSpray bottle is used to keep liquid preparation to be sprayed sometimes. This
bottle has high pressure inside so the liquid drug can be sprayed out of this
bottle.
d. Small plastic boxSmall plastic box is intended to keep solid gazette which sometimes can be
opened to take a dosage and then consumed the drug.
e. Wrapped in soft gelatinSoft gelatin is a package to keep liquid drug which do not consumed with the
drugs but just to dripped the drug.
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Figure 5.5. Concept Tree of New Ideas
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V.2.4. Step 4: Combining Existing Ideas and New Ideas
In this step, the existing ideas and new ideas are combined to make one or some new innovative idea which can be the
same, less or better in performance. These combined ideas are arrange in a new concept tree which will be the beginning of
concept selection process.
Figure 5.6. Concept Tree of Combined Existing and New Ideas
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CHAPTER VI
CONCEPT SELECTION
VI.1. Concept Selection
The purpose of this concept selection step is to find some feasible and best
concept idea to proceed in chemical product design will be made. Concept selection
is a step to evaluate all of the concept ideas that have been collected in previews
chapter. There are two steps to selecting one concept idea, including concept
screening and concept scoring. Each of this step is supported by a selection matrix
to simplify the selection process. These two matrixs are used to scoring, ranking and
select one best concept idea. This concept selection process is done by evaluating
concepts, comparing the relative strengths and weaknesses of each concepts so then
we can objectively select one or more concepts for further investigation, testing or
development.
Figure 6.1. Concept Development Funnel
From many concepts derived from existing products, new ideas and combining
existing products and new ideas, we select these concepts in more detail by logical
aspect according shapes, how to consume, and forms of packaging. For example:
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Shapes How to consume Packaging Logic/Non Logic
Tablet Drink with water Plastic bottle Logis
Tablet Drink with water Plastic Bottle Logic
Tablet Injected Sachet Non Logic
Capsule Sucked like candy Spray bottle Non logic
Capsule Drink with water Wrapped in an
aluminium
Logic
Syrup Sprinkle over food Spray bottle Non Logic
Syrup Drunk directly Glass bottle Logic
VI.1.1.Concept Screening
Concept screening is a method developed by Stuart Pugh in the 1980s and
commonly called Pugh concept selection (Pugh, 1990). Purpose of this stage is to
minimize the number of concepts quickly and retain the concepts with higher quality
overall. The first step is setting up the selection matrix. Then, the concepts enter on
the top line and the selection criterias included in the leftmost column to the matrix.
Concepts that are included was generated in the previous stage which also have been
through the early stages of elimination by considering the form of the availability of
technology, knowledge of product development and market prospects. While the
selection criterias were selected based on customer needs that have been identified
previously, including the selection criterias based on the needs of companies such as
low manufacture cost or minimum risk in the manufacturing process.
There are three criteria to evaluate performance of each drug dosage form,
which are:
1. BioavailabilityBioavailability is a pharmacokinetic term that describes the rate and extent to
which the active drug ingredient is absorbed from a drug product and becomes
available at the site of drug action. Thus, bioavailability is concerned with how
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quickly and how much of a drug appears in the blood after a specific dose is
administered. The bioavailability of a drug product often determines the
therapeutic efficacy of that product since it affects the onset, intensity and
duration of therapeutic response of the drug.
2. PharmacodynamicPharmacodynamics refers to the relationship between drug concentration at the
site of action and the resulting effect, including the time course and intensity of
therapeutic and adverse effects. The effect of a drug present at the site of action
is determined by that drugs binding with a receptor. For most drugs, the
concentration at the site of the receptor determines the intensity of a drugs
effect. However, other factors affect drug response as well.
3. PharmacokineticPharmacokinetics is currently defined as the study of the time course of drug
absorption, distribution, metabolism, and excretion. A drugs effect is often
related to its concentration at the site of action, so it would be useful to monitor
this concentration. Obviously we cannot directly sample drug concentration in
this tissue. However, we can measure drug concentration in the blood or
plasma, urine, saliva, and other easily sampled fluids.
One of some factor that affects those three criteria of drug performance is
drug dosage form. Drug dosage form affects physical and chemical properties of the
active substance that contained in the drug. Some physical and chemical properties
such as solubility, volatility, particle size, density etc. give a huge affect to the
mechanism of metabolism drug in human body.
In addition of drug performance in human body, some criteria to screen the
concept ideas are based on ingredients that are already chosen. This method of
screening process is used because some drug ingredients cannot made into desired
form. For example, we use olive oil as basic ingredient but because of olive oil
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texture we cannot make tablet or syrup from this ingredient. This is one of some
factor that affects the manufacture of our product. Will first describe the ingredients
of our product below
1. Olive Oil
Olive oil contains antioxidants that can lower LDL cholesterol without affecting
HDL cholesterol is good for health. Olive oil can be used instead of vegetable or
cooking oil instead of butter for meat splatter. Some studies have suggested using
extra-virgin olive oil, which means that the oil does not go through a lot of the
production process and contains more healthy antioxidants.
2. Red Yeast Rice
Red yeast rice or usually called as angkak contain monakolin K which is
identical to lovastatin (chemical substance that can lowering cholesterol level in
blood by inhibit HMG Ko A). This mechanism of lowering cholesterol level has
been described previously. Red yeast rice also contains water soluble fiber and
unsaturated fatty acid that can absorb fats. Beside of that, red yeast rice also
contains vitamin B complex, magnesium etc. and can used as preservative,
coloring agent, do not caused liver and kidney damage.
3. Coconut Oil
Coconut oil consists of medium-chain fatty acids (MCFAs) or medium-chain
triglycerides (MCT). MCT quickly burned and can even convert stored fat into
energy in the body, leading to weight loss or reduction of cholesterol levels.
4. Avocado
Fats from avocado are not dangerous because it is in monounsaturated fat.
This type of fat can increase good cholesterol (HDL = High Density Lipoprotein)
and lower levels of triglycerides in the blood, in addition to fat avocado can also
keep the body from the damaging effects of bad cholesterol (LDL = Low Density
Lipoprotein). Avocado also contains vitamin A, B complex, C and E.
5. Peanut Skins
Peanut skin contains a phytosterol that it can lower cholesterol and triglyceride
levels, by restraining the absorption of cholesterol from food is circulated in the
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blood and reduce the re-absorption of cholesterol from the liver, and maintains
HDL cholesterol.
Concept reference is selected based on most familiar drug dosage form and
widely consumed by many people. So, simvastatine that form in tablet is become the
concept reference. The other concepts that will be screened are arranged in the table
below.
Table VI.1. Concept Screening Matrix
No CriteriaReference
Concept1 2 3 4 5 6 7 8 9 10
1 Pharmacodynamic 0 0 0 + + 0 0 0 - + -
2 Pharmacokinetic 0 0 0 + + + 0 0 + + +
3 Bioavailability 0 0 0 - + + + + - - -
4 Easy to make 0 0 0 + 0 + - 0 + + -
5 Easy to packaging 0 0 + + + 0 0 + 0 0 0
6 Easy to use 0 0 + - 0 0 + + 0 - 0
7 Cost 0 0 0 - - - 0 - 0 0 -
Total + 0 0 2 4 4 3 2 3 2 3 1Total 0 0 0 3 1 1 1 1 2 2 4
Total 0 7 7 5 0 2 3 4 3 3 2 2
Total 0 0 +2 +1 +3 +2 +1 +2 0 +1 -2
Rank - 7 3 5 1 3 5 3 7 5 10
Yes/No - No Yes No Yes Yes No Yes No No No
Table VI.2. List of Concepts
Concept Form How to Use Packaging
Reference Tablet Drink with water Wrapped in aluminum
1 Tablet Drink with water Wrapped in aluminum
2 Coating tablet Drink with water In the bottle
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3 Solid gazette Sucked like candy In the small box
4 Guttea Dripped into the mouth In the bottle
5 Paste Sucked like candy In the bottle
6 Capsule Drink with water Wrapped in aluminum
7 Softgel Drink with water In the bottle
8 Granule Dissolved in water Wrapped in aluminum
9 Granule Sprinkled over food Wrapped in aluminum
10 Tea Boiled in water In the filter paper
The assessment provided in the matrix above have the following meanings:
Sign + : indicates that the concept of the idea of "better" than the reference
concept.
Sign : indicates that the concept of the idea of "worse" than referenca
concept.
Signs 0 : indicates that the concept of the idea of "as good as" referenca concept.
VI.1.2.Concept Scoring
Based on the result of concept screening, we get some concepts that will be
further analyzed in concept scoring matrix. They are reference concept, 2, 4, 5, and7. 2
ndconcept is anti-cholesterol drug form in coated tablet, 4
thconcept is anti-
cholesterol drug form in guttae or oral drop, 5th
concept is anti-cholesterol drug form
in paste, and 7th
is concept anti-cholesterol drug form in soft gel.
In this concept scoring step, some selected concept are evaluated by more
specific and accurate criteria that describe the needs of consumer. This process need
objective and accurate evaluate to get the best concept. Score of each concept is
evaluated by multiply the score with score percentage. Score percentage is obtained
by considering most prioritized need of consumer. Some criteria used in this concept
scoring process are:
Easy to make, percentage = 10%
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Easy to make is one of industrial needed which will always exist in every
criteria of concept selection. This criteria selection is considering the relation of
drug dosage form and ingredients of drugs, and also contains benchmarking
with the reference concept.
Easy to package, percentage = 10%Easy to package is also one of industrial needed that relating drug dosage form
and packaging. Every different form of drug needs a different packaging
material and packaging process. For example, granule drug is not packaged
with bottle or wrapped in aluminium but it needs a piece of paper or a sachet. It
happens because every single drug form needs a different package to seal and to
measure the dosage.
Easy to use, percentage = 15%Easy to use is one of consumer needs and also one of the major considerations
in concept generating. This criteria gives a lot idea how the drugs should be
packed, or what
Pharmacodynamic, percentage = 10%Pharmacodynamic is a measurement to evaluate drug efficacy. Drug which has
a good pharmacodynamic, it means that the drug also have a good efficacy.
This criteria is very important to evaluate the performance of pharmaceutical
product. Principal mechanism process of each drug forms need to be understand
to evaluate this pharmacodynamic criteria.
Pharmacokinetic, percentage = 5%Pharmacokinetic together with pharmacodynamic decide the best performance
of pharmaceutical product. Pharmacokinetic is a measurement to evaluate how
fast the drug works. This criteria is also important to evaluate the performance
of pharmaceutical product. Principal mechanism process of each drug forms
need to be understand to evaluate this pharmacokinetic criteria.
Bioavailability, percentage = 15%
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Bioavailability is a measurement of drug efficiency. How much of drug
components are been absorbed and how much are disposed is determine by this
criteria. So this criteria is also important to evaluate the performance of
pharmaceutical product. Since there is many factor that affect metabolism
inside the body, this criteria is hard to determine.
Packaging cost, percentage = 5%Packaging cost is one of industrial needed to be minimized. So we need a
product that is not required a difficult process of packaging. This criteria is
mostly affected by the ingredients of drugs, and form of drugs. For example, a
liquid dosage form is more unstable than a solid dosage form, so liquid dosage
form needs a specific process of packaging to prevent components damage in
the product.
Manufacture cost, percentage = 10%Manufacture cost is the most prioritized of industrial needed. Cost of every
industries affecting their benefit. So, a product dont have a good prospect in
economical, that product development can be canceled.
Resistance to contaminant, percentage = 7.5%Resistance a drug of contaminant is based on the packaging and this criteria
affect to the age of drug. The age of drug means how long drug can be
consumed after opening of the packaging. Even though the drug contains a
preservative component but, contaminant is always lowering the age of drug.
This criteria is also affected by drug dosage form because the more liquid form
of drug it will be more easily contaminated.
Resistance to temperature, percentage = 7.5%Resistance a drug of temperature is based on the packaging and component that
contained in a drug. Some component in drug may be degraded in specific
temperature or because of UV light. This product need a dark packaging and
need to be kept in certain temperature.
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Resistance to humidity, percentage = 5%Resistance a drug of humidity is related to temperature but for solid drug, a
sealed packaging is needed prevent this drug being condition of high humidity.
Some solid drug will react with water contained in air so this drug cannot be
consumed anymore.
After mention the criteria with their scoring percentage that will be used to
evaluate some qualify concept, now arrange the concept scoring matrix with value
of scoring:
1 : very bad2 : bad3
: equal4 : good5 : very good
Below will be a concept scoring matrix for some qualify concept from concept
screening before:
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Table VI.3. Concept Scoring Matrix
No Criteria Percentage2 4 5 7
Rating Score Rating Score Rating Score Rating Score
1 Pharmacodynamic 10% 5 0.5 4 0.4 3 0.3 5 0.5
2 Pharmacokinetic 5% 5 0.25 5 0.25 3 0.15 5 0.25
3 Bioavailability 15% 4 0.6 5 0.75 3 0.45 5 0.75
4 Easy to make 10% 4 0.4 4 0.4 2 0.2 3 0.3
5 Easy to packaging 10% 3 0.3 4 0.4 3 0.3 5 0.5
6 Easy to use 15% 3 0.45 5 0.75 4 0.6 3 0.45
7 Packaging cost 5% 3 0.15 4 0.2 3 0.15 2 0.1
8 Manufacture cost 10% 2 0.2 2 0.2 3 0.3 2 0.2
9 Resistance to contaminant 7.50% 4 0.3 4 0.3 3 0.225 5 0.375
10 Resistance to temperature 7.50% 3 0.225 3 0.225 3 0.225 4 0.3
11 Resistance to humidity 5% 3 0.15 3 0.15 3 0.15 4 0.2
Total 1 3.525 4.025 3.05 3.925
Rank 3 1 4 2
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Table VI.4. List of Qualified Concept
Concept Form How to Use Packaging
Reference Tablet Drink with water Wrapped in aluminum
2 Coating tablet Drink with water In the bottle
4 Guttea Dripped into the mouth In the bottle
5 Pasta Sucked like candy In the bottle
7 Softgel Drink with water In the bottle
VI.2. Concept Testing
Process concept scoring generates one best concept which will be proceed
to the manufacturing. Before entering manufacture process, we need to make surethat our concept product will be accepted by consumers. Therefore, it is a concept
testing that will be done by collecting people respond directly or potential consumers
related to concept product that have just selected. This concept testing proving that
selected concept product can be accepted by people and give some critics or advice to
improve our product according to people needs.
There are seven steps in concept testing, they are:
1. Decide the purpose of concept testingThe purpose of this concept testing is to know consumers respond for selected
concept product whether in accordance with consumers needs. And also to
analyze and estimate the product capacity need to be produced.
2. Decide observation populationsThis observation is done to 25 people in age about 19 50 years that also
considering about drug problem.
3. Decide observation formatThere are some ways to get consumers respond that can used in this observation,
such as interview and questioner. But, we need to publish our product to the
people. We can publish our product in many ways, such as:
a. Verbal DescriptionDescribe our concept product in short paragraph or in some points.
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b. SketchSketch is lines that describe our concept product prospectively.
c. 2D or 3D PhotographPhotograph can communicate our concept product visually.
d. StoryboardStoryboard is arranged picture that show story and communicate product
performance visually.
e. VideoVideo is dynamically forms of storyboard.
f. SimulationSimulation is a implementation of software that describe the function of our
product.g. Interactive Multimedia
Combination of video and simulation.
h. Physical ModelShow a clear physically model.
i. PrototypePrototype is very helpful for product design but very risky because consumer
can compare our prototype with existing product.
From alternatives above, we choose one way to communicate, describe and
observation our product, it is a brochure which is text and verbal description. This
alternative is chosen because some limitation and consider the most ease method to
do.
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Figure 6.2. Concept Testing Brochure
Observation of Concept TestingAnti-Cholesterol Drug Made From Herbs
We are collecting information about anti-cholesterol drug that made from herbs
and we hope that you can give some advices and opinion about this product.
1. What do you know about anti-cholesterol drug made from herbs?
2. Do you feel that you need an anti-cholesterol drug?
Cholesterica is an anti-cholesterol drug made from 100% natural ingredients,
herbs, that accurate to lowering cholesterol level in blood without side effect and
has some additional nutrition such as antioxidant, water soluble fiber, and
vitamins. This produce is manufactured hygienically and use international
standard process. In addition, this drug not contain chemical preservative, healthyfor liver and kidney, easy to use, and tasty.
If the price of this Cholesterica product is about Rp 55,000.00 for each bottle
contain 30 pieces of guttae and ready available. Are interest to consume this
product?
I will definitely buy I may buy I hesitant to but I will not buy
What is your advice and opinion about our anti-cholesterol drug made from herbs
product?
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4. Communicating concept productOur concept product is communicated by in a form of verbal description. Our
product description, information and some questions are including in this verbal
description. This verbal description is made into a brochure that can be spread to
many people. Communicating our concept product is have to be done in good,
clear and easy to understand language to attract the consumers to read and give
some responds.
5. Determining consumers respondThis is the result of observation that have done to 25 people.
I will definitely buy : 4 people
I may buy : 12 people I hesitant to but : 7 people I will not buy : 2 people No answer : 0 people
6. Result interpretationThe result of observation above is interpreted to a pie chart form to facilitate
understanding. The pie chart of observation result is shown below.
Figure 6.3. Concept Development Result
16%
48%
28%
8%
Concept Testing Result
I will definitely buy
I may buy
I hesitant to butI will not buy
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7. Data analysis From the result of concept testing, 16% from respondent say that they will
definitely buy our product, 48% may buy, 28% hesitant to buy but there are 8% of
respondent who will not buy our product. Several reasons why the respondent
dont want to buy our product is because they feel that they dont need this
product due to their paradigm that they dont want to consume any drug. The
other reason is because this is a new form of anti-cholesterol drug so they less
confident that this product really can lowering their cholesterol level, then they
think that the price is quite expensive then their usual drug consumption. But
almost half of the respondents may buy our product so there is a chance that our
product can compete with the other existing product. Therefore, we need to
publish our product better and more convincing so consumers may be interest to
buy our product.
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CHAPTER VII
CONCLUSION
1. There are 5 steps to generate some concept ideas of our product, they are:Step 1: Problem Decomposition
Step 2: Existing Ideas Concept
Step 3: New Ideas Concept
Step 4: Combining Existing Ideas and New Ideas
Step 5: Look Back The Ideas To Problem Decomposition
2. There are 3 steps to select the best concept product, they are:Step 1: Concept Screening
Step 2: Concept Scoring
Step 3: Concept Testing
3. Our selected concept product for Anti-Cholesterol Drug Made From Herbs isoral guttae (drop) drug.
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REFERENCE