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Increasing access to medicines 181
Figure 4 The impact of a rightward shift in the supply
curve
P
S
P1
S1
P0
P3
D1
D
Q0
Q1
Q3
Q
However, the rise in price (as a result of the expansion in the
demand curve in Figure 3) is likely to be seen by entrepreneurs as an
opportunity to make money by supplying the market using new
technologies (these might be, for example, new production technologies,
or they might be new drugs in the same class). As those
entrepreneurs enter the market, supply increases to Q 3 , and the
price falls to P 3 . This can be represented as a rightward shift in the
supply curve (Figure 4).