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FORWARD

The 188 stage Hero's Journey (Monomyth) is the template upon which the vast majority o

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

f successful stories and Hollywood blockbusters are based upon. In fact, ALL of the hundreds of

; 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 template.

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

nderstanding this template is a priority for story or screenwriters. This is the template you m

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

ust master if you are to succeed in the craft.

[The terminology is most often metaphoric and a

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

Combination pro

plies to all successful stories and screenplays, from The Godfather (1972) to Brokeback Mountai

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

(2006) to Annie Hall (1977) to Lord of the Rings (2003) to Drugstore Cowboy (1989) to Thelma a

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

nd Louise (1991) to Apocaplyse Now (1979)].

THERE IS ONLY ONE STORY

THE 188 STAGE HERO'S JOUR

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

EY:

a) Attempts to tap into unconscious expectations the audience has regarding what a story i

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

and how it should be told.

b) Gives the writer more structural elements than simply three or

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

our acts, plot points, mid point and so on.

c) Gives you a tangible process for building and r

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

Following aspects would a

eleasing dissonance (establishing and achieving catharses, of which there are usually four).

d

dd to the challenges in developing combination products:

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

Tells you what to write. For example, at a certain stage of the story, the focus should be on

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

he Call to Adventure and the micro elements within.

ABRIDGED TIPS, EXCERPTS AND EXAMPLES:

(si

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

mply go to http://www.herostransfor

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

ation.com/ for full details)

GAINING A CAPACITY THAT WAS PREVIOUSLY LACKING

Critically, t

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

Professional from academic institutions, pharmaceutical industries, health care indust

e Seizure of the Sword also represents the gaining of a capacity that was previously lacking.

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

In Thelma and Louise (1991), it is at this stage of the Journey that Thelma suddenly gains the

.

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

apacity to be able to nonchalantly put the cop in the trunk of his car and take his shades.

In

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

Companies that provide selfless information through particip

The Godfather (1972), Michael is now fully versed in Italian, enough to teach Apollonia English

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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There are certain words, jargon that stands in for theory, that starts with marketing industry insiders and before you know it becomes the 'in' subject of books, blogs, articles, and MBA dissertations. But as jargon filters down to the less sophisticated, the meaning and ideas behind these words becomes lost. Such is the case with the current state of thinking on Buzz, Viral, and Word-of-Mouth marketing. This article discusses how viral, buzz, and word-of-mouth differ and how they can be used effectively to create increase sales and profits.

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