Others - Writing and Speaking

The Hero's Journey (Monomyth) is the template upon which the vast majority of success

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

ful stories and Hollywood blockbusters are based upon. In fact, ALL of the hundreds o

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

Examples of combination products may in

Hollywood movies we have deconstructed (see URL below) are based on this 188+ stage

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

emplate.

Understanding this template is a priority for story or screenwriters. This

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

is the template you must master if you are to succeed in the craft.

[The terminology

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

Combination pro

is most often metaphoric and applies to all successful stories and screenplays, from

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

he Godfather (1972) to Brokeback Mountain (2006) to Annie Hall (1977) to Lord of the

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

Rings (2003) to Drugstore Cowboy (1989) to Thelma and Louise (1991) to Apocaplyse Now

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

(1979)].

THERE IS ONLY ONE STORY

THE HERO'S JOURNEY:

a) Attempts to tap into uncon

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

cious expectations the audience has regarding what a story is and how it should be to

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

d.

b) Gives the writer more structural elements than simply three or four acts, plot

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

Following aspects would a

points, mid point and so on.

c) Gives you a tangible process for building and relea

dd to the challenges in developing combination products:

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

ing dissonance (establishing and achieving catharses, of which there are usually four

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

.

d) Gives you a universal structural template upon which you can superimpose your s

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

ituational story.

and more...

ABRIDGED TIP(S):

*****Mentor's Backstory*****

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

he Mentor's Backstory is often made explicit. In Bonnie and Clyde (1967), Clyde tells

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

Professional from academic institutions, pharmaceutical industries, health care indust

Bonnie he cut part of his foot off. In Brokeback Mountain (2005), one analysis puts J

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

ack in the Mentor role...again, his backstory is made explicit in the bar with Ennis.

.

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

*****The Changing*****

Progression through the Cave of the First Threshold is

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

Companies that provide selfless information through particip

emonstrated. In Brokeback Mountain (2005), "...that’s more than I spoke in a year....

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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Did you know that there are 6 levels of customers? How do you classify them? What is the difference, and how do you market to them? If you have the knowledge of who your customers are and how they fit into your business sales model, then processes to increase your sales force through your customers can be initiated to make major increases in your bottom line, without spending a single cent. Most stategies are free, but the whole idea of a sales strategy must revolve around the 6 key concepts outlined in the the Power Of testimonials article.

Another protective strategy that allows for some upside capital gain while providing maximum down side protection is the collar.

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