You dose a drug orally that, after passing through the GI track barrier and accounting for bioavailability therein, should give a max blood concentration of 10mg/L. However, when [drug] in the blood from a vein in the patients arm is measured, the highest concentration ever reached is 1mg/L. What explains this result? (assume you have measured at all time points). How might you bypass this issue without using an i.v. injection?