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Subjects - The 6 Human Needs - Knowing These Can Turn Your Prospect Into Rabid Customer!
No matter who you are or what you do, there's a common force that's driving that shapes your emotions and behavior. It determines how you live, the quality of life and ultimately your destiny.
This universal force is the human need. Irrespective of where you are in the
This universal force is the human need. Irrespective of where you are in the
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
world, what culture you are from, what color, status, background, we are universally driven by our human needs. We can break it down to 6 areas of human needs. They are unconscious needs that automatically drive us.
Of these 6 needs, you can view them into two broad c
Of these 6 needs, you can view them into two broad c
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ategories. One group is the primal need and the other spiritual need.
There are 4 human needs in the Primal needs group. These are the needs you would seek to fulfill as a base and drives every one of us.
First need is the need of Certainty. Everyone wants stability a
There are 4 human needs in the Primal needs group. These are the needs you would seek to fulfill as a base and drives every one of us.
First need is the need of Certainty. Everyone wants stability a
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
bout their basic necessities like food, shelter and other material resources. When people cannot control their physical circumstances, they seek certainty through a state of mind such as religious faith or positive affirmations.
Second need is the need for Variety. Peo
Second need is the need for Variety. Peo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ple have a need to change their state to exercise their body and emotions. They seek variety through different ways like change of environment, physical activity, mood change, change of people they interact with, entertainment and others. The need for variety sometimes
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
runs into conflict with the need for certainty.
The 3rd need is the need for Significance. Everyone needs to feel special and important in some way. People seek significance through recognition from others or from themselves. Some people meet this need in a paradoxical
The 3rd need is the need for Significance. Everyone needs to feel special and important in some way. People seek significance through recognition from others or from themselves. Some people meet this need in a paradoxical
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
way. Some people when they feel insignificant or helpless will go out to get others to recognize how significant their problems are and how helpless they are. This ironically raises their significance, just by getting people to acknowledge the enormity of their problem
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
and their helplessness.
The 4th need is the need for Love and Connection. We all need to feel connected with someone or something be it a person, an ideal, a sense of identity. Connection may take the form of love or just engagement. One can still be connected by mean
The 4th need is the need for Love and Connection. We all need to feel connected with someone or something be it a person, an ideal, a sense of identity. Connection may take the form of love or just engagement. One can still be connected by mean
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
s of an aggressive interaction.
That was the 4 Primal needs. The next 2 are classified more in Spiritual needs.
The 5th need is the need for growth. Everything in the universe is either growing or dying. Many are not satisfied spiritually unless our capacities are exp
That was the 4 Primal needs. The next 2 are classified more in Spiritual needs.
The 5th need is the need for growth. Everything in the universe is either growing or dying. Many are not satisfied spiritually unless our capacities are exp
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
anding.
The 6th need is the need for Contribution. Just as we survive through the contribution of others (our parents for example), we seek to be spiritually fulfilled through contribution.
The fulfillment of the spiritual needs gives rise to more sustainable joy vers
The 6th need is the need for Contribution. Just as we survive through the contribution of others (our parents for example), we seek to be spiritually fulfilled through contribution.
The fulfillment of the spiritual needs gives rise to more sustainable joy vers
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
us momentary pleasure associated with just fulfilling the primal needs.
There are many ways that people find to meet these needs whether they are positive, negative or neutral ways. We unconsciously act to fulfill our needs and some actions may fulfill a subset of thes
There are many ways that people find to meet these needs whether they are positive, negative or neutral ways. We unconsciously act to fulfill our needs and some actions may fulfill a subset of thes
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
e needs or all of them. When we have a behavior that fulfills at least 3 of these needs, these actions are considered strongly addictive or sometimes known as habits as they fulfill more than half of your needs. Again, these actions can sometimes be positive, negative o
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
r neutral to ourselves.
So how do we use this knowledge in marketing?
In evaluating what you are providing, look at if you are fulfilling any of these human needs and especially if you are able to meet at least 2 to 3 of the 6 at a high level. That's when you have a c
So how do we use this knowledge in marketing?
In evaluating what you are providing, look at if you are fulfilling any of these human needs and especially if you are able to meet at least 2 to 3 of the 6 at a high level. That's when you have a c
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ompelling story or offer that fulfills a person's strongest desire.
Look at how they market a high end car like a BMW. You are sold on just how great the engineering of the car and how its handling gives you unsurpassed confidence (CERTAINTY) in any condition on the r
Look at how they market a high end car like a BMW. You are sold on just how great the engineering of the car and how its handling gives you unsurpassed confidence (CERTAINTY) in any condition on the r
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
oad. Its safety features protect you (CERTAINTY) like none other. Its various controls, gadgets and funky designs allows you to change your experience (VARIETY) whilst you are driving. The name of a BMW says something about you being an owner and driver who is discernin
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
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
g (SIGNIFICANCE) and accords you with some stature. You will be part of a BMW Club (CONNECTION) where you get to meet other owners and go on driving trips or specially, exclusive invited events (SIGNIFICANCE).
Another message that is put forward "By buying a BMW, you a
Another message that is put forward "By buying a BMW, you a
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
re actually doing yourself and your family a great favor by providing them the best technology and safety for their transport" (Contribution and Certainty). If you want to upgrade your skills as a driver, you can be provided a special free pass to BMW Driving School (Gr
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
owth). They have showroom with high class touches like a private cafe and lounge (Significance) where staff greet you by name and cater to you one on one.
I am just taking this an example of how I see the marketing of a marquee car hits on the different human needs and
I am just taking this an example of how I see the marketing of a marquee car hits on the different human needs and
.
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
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
I took some liberties in some of the offers to illustrate the point. I live in Singapore where these cars are selling like hotcakes and yet we are one of the most expensive markets for cars in the world due to the taxes. So knowing the keys to market to the human needs
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
can set you apart in providing value to a customer even in the most competitive market niche and create a rabid, loyal following, just like drivers of BMW.
Note: I do not represent the view of the manufacturer or have anything to do with BMW.
Copyright 2006 Alvin Toh
Note: I do not represent the view of the manufacturer or have anything to do with BMW.
Copyright 2006 Alvin Toh
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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