However, one problem the WWF has to try to overcome is that of traditional Chinese medicine.
Few other companies straddle the old and new worlds of Chinese medicine the way Chi-Med does.
Police said experts fear the rhino's horn could be ground down to use in black-market Chinese medicine.
Baicalein is used in traditional Chinese medicine and biochanin A is found in peanuts, chickpeas and other legumes.
Chi-Med Chief Executive Hogg believes that herbal Chinese medicine is an underexploited reservoir of many more such drug candidates.
"In traditional Chinese medicine, they feel your pulse, look at your tongue and smell your breath, " he told BBC News.
People are being warned to stop using a weight loss pill sold over the internet and in Chinese medicine shops.
Traditional Chinese medicine practitioners have stuck with the old ways, shunning modern medical tools such as MRIs and CAT scan machines.
He studied traditional Chinese medicine and has worked at figuring out how the way doctors interact with patients helps them feel better.
Her adherence to the unproven concepts of traditional Chinese medicine puts the science she presents later in the book on uncertain footing.
He fights with BMC series or BMC Chinese medicine or BMC CAM?
Hogg, meanwhile, intends to tap the deep pockets of Hutchison Whampoa and acquire more Chinese medicine producers with good brands and strong products.
Officially, 1, 273 Western drug formulations are sold in China, far more than the 564 traditional Chinese medicine formulas, according to the 2005 Chinese Pharmacopoeia.
Harvard researcher Ted Kaptchuk trained for five years in traditional Chinese medicine, but then became one of the leading researchers into the placebo effect.
Yet, when she falls ill, Chinese medicine is her first choice.
Acupuncture and moxibustion are forms of traditional Chinese medicine widely practised in China and also found in regions of south-east Asia, Europe and the Americas.
Adherents of traditional Chinese medicine cherish it for its heart-protecting powers.
In Hong Kong, the authorities have set up a preparatory committee on Chinese medicine to pave the way for the licensing and registration of traditional practitioners.
Mr. Bongers estimated that half of the 4, 500 metric tons exported each year from Ethiopia is shipped to China, where it is used in traditional Chinese medicine.
Or developed a spa around Chinese medicine and fair-trade products?
The traditional Chinese medicine banxia houpo tang improves swallowing reflex.
Stephen Cowan is a aggressively self-promoting doctor, who claims on his website that he can treat both autism and ADHD with acupuncture and other forms of Chinese Medicine.
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"It was his sensitivity to gluten that was compromising his lungs, " he adds, citing that in Chinese medicine there's believed to be a relationship between the large intestines and the lungs.
The doctor may also observe your walk, listen to your breathing, check your pulse (Chinese medicine lists 28 different kinds of pulse) and look at your tongue - essentially probe your whole being.
The sleek, sexy Blue Bar makes a mean martini, and for a healthier indulgence, the superb 22, 000-square-foot spa offers 16 harbor-view treatment rooms, an extensive hydrotherapy suite, and a menu that dips a toe into Chinese medicine.
Chinese medicine figures prominently on the menu.
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Major institutes of higher education, such as the University of Hong Kong, the Hong Kong Baptist University and the Chinese University of Hong Kong, either have already begun or soon plan to launch bachelor-degree courses on traditional Chinese medicine.
Hutchison Managing Director Canning Fok liked that idea but also saw an opportunity to get in on sales of traditional Chinese medicine in China, a segment of the pharma business that had not yet opened up to foreign investment.
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