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In your marketing efforts, be they on or offline, it’s wise to consider the psychology of the consumer you are targeting. If you’ve done your homework you’ve developed a pro

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

file of your ideal customer and how your unique selling point speaks to them. Now, as you begin to develop a marketing strategy, writing ad copy, developing radio copy, and

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

Examples of combination products may in

creating web copy, it is an understanding of consumer psychology that will help you speak to the consumer.

What is the true need your consumer is attempting to gratify? Thi

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

s is the question you must answer before writing copy or launching advertising. Maslow, would tell us that there are five needs: 1) basic needs; 2) safety needs; 3) social n

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

eeds; 4) self esteem needs; and 5) self-fulfillment needs.

Along with this information consider that in “The Ramsey Report” published recently by eMarketer.com, we are told

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

Combination pro

that consumer “empowerment” is one of the factors driving the continuing boom of online commerce. Consumers perceive themselves to be in the consumer driver’s seat when they

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

are online. They can block popups, can spam, and surf away from site that they dislike. They feel as if they are no longer at the whim of the marketing magicians.

This do

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

es not surprise me given that recent research would also indicate that online users tend to suffer from depression, low self-esteem, and loneliness. The internet addresses t

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

hese issue through empowering them and giving them a perception of control.

Now, as a marketer it is up to you to use this information to speak to the needs of your consumer

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

. Consider someone marketing heart-rate monitors. Whether in a retail sporting goods store on online, what need are you really fulfilling by selling heart-rate monitors? Y

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

ou can assume your client has some athletic training; perhaps they are detrained and attempting to recover their fitness? Perhaps they are an average athlete attempting to go

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

Following aspects would a

to the next level of athleticism? Or maybe they are recovering from an illness or injury and are working with a personal trainer?

This consumer is dissatisfied with their

dd to the challenges in developing combination products:

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

current state of existence. They want to perceive themselves in a more positive light. This consumer perhaps has low self-esteem and is depressed because of their poor leve

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

l of fitness or perhaps they are dissatisfied with their level of athleticism because they know they can excel beyond where they are currently. The bottom line is they are d

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

issatisfied with themselves, with their social image, and with their level of achievement.

With this in mind you’re not selling heart-rate monitors, you’re selling positive,

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

and encouraging feedback. The heart-rate monitors tell the consumer that they are achieving and meeting their goals. The heart-rate monitor gives positive feedback and bri

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

Professional from academic institutions, pharmaceutical industries, health care indust

ngs pleasure to painful exercise. The heart-rate monitor brings satisfaction to a dissatisfied outlook. What you’re really selling is pleasure in the midst of pain.

This i

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

s what I mean by understanding your consumer’s psychology before you begin marketing and advertising. With the above analysis, someone selling heart-rate monitors can develo

.

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

p a marketing campaign that speaks directly to the heart of the consumer and hopeful turns more prospects into purchasing customers.

Take the time to analyze the true needs

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

Companies that provide selfless information through particip

of your consumer and how your product meets that need before you begin writing your and developing your marketing and you’ll be at a distinct advantage over your competition.

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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One thing that all business owners, managers, and shareholders have in common is that we all want to make money! The methodology and the understanding of how to make money varies widely, yest less than 20% of businesses really make an acceptable profit, which is bankable - Why?

As business owners, we often focus on the tasks in our business that we enjoy doing the most and put off those things that we like the least. Often the things we are qualified to do but don't enjoy as much are put off due to fear. When we deal with the fear head on, set due dates and subcontract the stuff we really struggle with or extremely dislike, we'll have less stress in our lives.

We have also learned from first-hand experience that management coaching is not a one-shot effort. It takes regular ongoing discussions and experiences to achieve the level of support and cooperation needed.

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