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According to research, there are 14 basic emotional needs that all people have. These emotional needs are part of our human nature. They shape our

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

current behavior, they steer where our conversations go, and they even influence how receptive we will be to others' ideas and suggestions.

Here

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

Examples of combination products may in

is the list. Please note, with exception of the first two, the list is in no particular order of importance.

- Personal mastery over others **

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

> - Ego gratification **
- Financial success
- Recognition of efforts
- Social/group approval
- Desire to win
- Sense of

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

roots/heritage
- Opportunity for creative expression
- Accomplishment of goals
- New experiences
- Freedom & privacy
- S

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

Combination pro

ense of self esteem, respect
- Love
- Emotional security

Let's begin with the end:

At any given moment, we may be lacking in

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

one or more of the last twelve emotional needs. The ones we desire the most will appear higher up in our own unique list, while the semi-fulfilled

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

desires will be closer to the bottom. For example: a person who is desperately yearning for love in his or her life will place a higher priority

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

on romantic relationships than on his or her stable but low-paying job. Or a teenager who craves his or her own "space" from overly protective par

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

nts will place greater value on privacy and independence than on financial success or the desire to win. What's important to note is that when an

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

y need is fulfilled -- a new love is found or greater privacy is attained -- then the needs will reorder themselves. The satisfied needs will drop

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

Following aspects would a

to the bottom or disappear from the list, and the yet unfulfilled needs will rise upwards.

The first two in the list (the ones with "**" attache

dd to the challenges in developing combination products:

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

to them) require special attention. These two are almost always lacking in our lives to some degree, which means the likelihood that the person y

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

ou are talking to needs these areas gratified is extremely high. You can be guaranteed that one or both will be on the other person's unique list

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

.

With this knowledge, we can better understand those around us. Unfulfilled emotional needs will exert a stronger influence on our behavior than

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

needs that are semi-fulfilled or completely fulfilled. By using conversation techniques like active listening, asking open-ended questions, and ad

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

Professional from academic institutions, pharmaceutical industries, health care indust

justing how we talk to match our conversation partner's basic personality type, we can quickly discover which desires are in the forefront of his

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

or her mind. And with that, we can better communicate, help, and enjoy richer relationships with our conversation partner.

Something to Think

.

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

About

"It is the mind which creates the world about us, and even though we stand side by side in the same meadow, my eyes will never see w

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

Companies that provide selfless information through particip

hat is beheld by yours, my heart will never stir to the emotions with which yours is touched."

-George Gissing, English novelist (1857 - 1903

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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