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One of the basics of all marketing and advertising training is a teaching of “Maslow’s needs pyramid”. This pyramid shows the different motivators and needs in a person’s life and how th

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ey are built one upon the other. Supposedly this is presented to help the marketing student understand consumer motivation and thinking. The problem is I’ve never seen it applied, in th

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

e text books. It’s presented as the foundation of human motivation and then it’s dropped.

I’d like to present to you a way to use Maslow’s needs pyramid so that you can get inside the c

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

onsumer’s mind and develop an understanding of what’s truly motivating them as they consider purchasing your product or service.

Maslow’s needs pyramid present human needs such that each

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

need is pursued and met before the next level of needs can be considered; they build upon one another. The needs from most basic to most complex are:

– physiological needs: food, shelt

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

er, sex
– safety needs: clothing, weapons, defense of self
– social needs: social acceptance
– esteem needs: acceptance of self by self
– fulfillment needs: a feeling

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

of having and fulfilling a purpose

So the question is, “How do we use this paradigm to get inside the consumer’s head?”

Let’s consider a personal fitness training service. Here’s how i

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

works at the most basic level. Place yourself in the position of the consumer and think as if you are considering hiring a personal fitness trainer.

1. How will personal fitness train

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

ing impact my acquisition and use of food? Of shelter? Of sexual behavior? (Now you see why sex is used in marketing so many products – we react to it instinctually)

2. How will perso

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

nal fitness training impact my personal safety? – you’ll be in better shape and can run faster from a mugger, perhaps.

3. How will personal fitness training positively impact my standi

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ng in society? In my social circle? Access to different social circles?

4. How will personal fitness training positively impact how I think about myself?

5. Will personal fitness tr

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

aining have an impact on my personal sense of fulfillment?

I understand that most consumers, will ask themselves these types of questions without really thinking about them. The answer

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

s you develop as you purposely ask yourselves these types of questions will give you insight in the processes a consumer may consider or be susceptible to as they are considering purchasi

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ng personal fitness training services.

This process will also help you define ways to market that will get consumers to consider your personal fitness training service if they are not.

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

sing Maslow’s needs pyramid helps you target your marketing. It is the foundation of:

Getting Attention
Developing Interest
Creating Desire
Facilitating Commitment

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

Motivating to Action

If you can use Maslow’s needs pyramid to get inside the head of the consumer by running it through a filter of questions like the one’s I’ve presented above you’ll h

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ave a tangible marketing advantage because you now can respond to your consumer’s internal dialogue.

Using this type of filtering process can also help you create need in those that have

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

not yet developed an interest in your product or service. Simply put yourself in the consumer’s place and present you’re marketing to them in such a way as to answer or resolve each nee

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

d in the hierarchy.

Maslow’s needs pyramid is a powerful tool that is taught to every marketing and advertising student in the world but it must be understood and applied if it’s to actu

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ally be useful. Try using Maslow’s marketing filter the next time you are considering a marketing campaign. It’ll help you get a better grip on what the consumer is thinking and feeling

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Do you want some practical advice on how to grow your business? Are you interested in educating yourself about the Human Dimension, its power and what it can do for you?

In order to truly live the lifestyle of your dreams, you must have vision and be willing to take the action towards what drives you.

In the first article, we discussed promoting your company through branding and message. One of the ways to make your message stick is through the use of the ad specialty item. Remember, though, not all ad specialty items are created equal-Read on to see what I mean.

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