Evaluation models for the development value of traditional natural product-based drugs often take the direct construction of disease or pathological models as a precursor. By observing the strength of drug efficacy, further evaluation of in-depth drugability is carried out. However, this traditional approach shows significant randomness and blindness, inevitably leading to a substantial increase in development difficulty and a sharp rise in research and development (R&D) costs. In contrast, the reverse development model based on “physiology-mechanism-pathology” innovatively starts with normal animal models. First, it comprehensively and meticulously observes the physiological effects and toxic effects caused by natural products, and then delves into their underlying mechanisms of action. Based on this, it infers the potential pharmacological activities in a reverse manner. Finally, it specifically designs and constructs corresponding disease or pathological models for rigorous verification. This strategy, through the accurate analysis of the interaction rules between natural products and the body and the effective integration of clues provided by pharmacological effects, achieves precise model construction and scientific evaluation of effectiveness, significantly improving the success rate and efficiency of R&D to a certain extent. In this study, the whole process of the model was practiced with ginkgo terpenoid lactones as the research object, and its new pharmacological activity of reducing bilirubin and anti-jaundice was successfully discovered, which verified the feasibility and practicability of the model. This paper systematically reviews and deeply analyzes the background, basic principles, and technical processes of this innovative approach. At the same time, it predicts and prospects its diverse application prospects in the field of natural medicine R&D. The aim is to provide a solid theoretical basis and forward-looking direction for promoting the strategic innovation and practical application of natural medicine R&D.

natural medicines  /  physiology-mechanism-pathology  /  reverse development  /  drug development strategy  /  ginkgo terpene lactones