Top Adding - Writing and Speaking

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

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

nd Hollywood blockbusters are based upon. In fact, ALL of the hundreds of Hollywood movies we have

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

Examples of combination products may in

deconstructed (see URL below) are based on this 188+ stage template.

Understanding this 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.

is a priority for story or screenwriters. This is the template you must master if you are to succe

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

ed in the craft.

[The terminology is most often metaphoric and applies to all successful stories

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

Combination pro

nd screenplays, from The Godfather (1972) to Brokeback Mountain (2006) to Annie Hall (1977) to Lor

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

d of the Rings (2003) to Drugstore Cowboy (1989) to Thelma and Louise (1991) to Apocaplyse Now (19

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

79)].

THERE IS ONLY ONE STORY

THE HERO'S JOURNEY:

a) Attempts to tap into unconscious expectati

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

ns the audience has regarding what a story is and how it should be told.

b) Gives the writer more

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

structural elements than simply three or four acts, plot points, mid point and so on.

c) Gives y

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

u a tangible process for building and releasing dissonance (establishing and achieving catharses,

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

Following aspects would a

of which there are usually four).

d) Gives you a universal structural template upon which you can

dd to the challenges in developing combination products:

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

superimpose your situational story. This is why stories such as Alien (1979), Gladiator (2000), M

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

dnight Cowboy (1969), American Beauty (1999), The Graduate (1967) and many others (all deconstruct

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

ed at the URL below) appear to be different but are all constructed, almost sequence by sequence,

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

n the same way.

and more...

*****Hero’s Journey: Femme Fatale Deceit*****

The detective hero is

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

Professional from academic institutions, pharmaceutical industries, health care indust

pulled into a meeting with the femme fatale. It is made explicit that the femme fatale has been s

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

pinning a deceit and that the hero was aware of it. The femme fatale uses love and emotion as a ma

.

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

ipulation tool. The detective hero is aware of this tool and is also an expert; he may play along,

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

Companies that provide selfless information through particip

if only to slowly expose the femme fatale. In The Maltese Falcon (1939), Sam visits O’Shaugnessey

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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This true story is about the legendary marketing strategist, Claude Hopkins and the Schlitz beer company. Schlitz was about to go flat in the beer brewery industry. They wanted desperately to break into the top ten American breweries but didn't know how to do it. That's when they contacted Claude Hopkins. What he learned can teach you how to baffle your competition and win market share.

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