Main Subject - Business

The art of storytelling dates back tens of thousands of years. It is an essential element of the advancement of our species – the telling of fables, parables, myths and legends was the vehicle of choi

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

ce for passing on advice and guidance from one generation to the next.

The first written form of storytelling dates back some 6000 years - the early cave drawings soon evolving into complex hieroglyph

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

Examples of combination products may in

s. Around 2500 years ago, Aristotle codified the art of storytelling by introducing ideas of plot, character and a three act structure. And only 2000 years ago Marcus Tullius Cicero demonstrated why

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

the Roman Senate nearly always said ‘yes’ to his proposals by providing a structure for persuasive argument.

It is not surprising then that we are still very receptive to receiving information in stor

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

y tale form.

“The storyteller creates the experience, while the audience perceives the message and creates personal mental images from the words heard and the gestures seen. In this e

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

Combination pro

xperience, the audience becomes co-creator of the art.” - Wikipedia Yet the approach to the (relatively modern) phenomenon of written sales proposals rarely exploits the readers

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

’ appetite for a story.

In the modern era we can look to Hollywood for inspiration. Before any film is made, the budding writer produces a script outlining essential elements 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

tory (stripped of everything that does not contribute to the story’s key message). Should the script gain buy-in it is then embellished by creating a storyboard to show how the film m

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

ight look visually. The power of the storyboard is that it conveys different information to the various roles involved in making the film, e.g. casting, camera positioning, set making, identifying the

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

props which will be required etc. The storyboard is used to help plan who needs to do what when producing the film. Finally, before the film is released it undergoes test sc

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

reening to gain feedback from people not involved in its creation to assess how well the story is received and where, if necessary, it can be improved.

In proposal writing this can be a

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

Following aspects would a

pplied as:

Script = the customer requirement, your competition, your win strategy, your sales themes
Storyboard = your proposal breakdown structure and a thumbnail for each section.
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
i>
Production = the bid plan
Test Screening = proposal review (aka red team reviews)

Applying Hollywood film-making techniques can also help overcome one of the most dang

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

erous tactics in proposal writing – the ‘cut & paste’ from your last proposal. This is mostly due to the stage fright of starting with a blank page! Producing a script is a lot less daunting.

These

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

echniques have a cost reducing effect on your proposal effort too. It is a lot cheaper to change your 'plot' at the scripting stage than at the production stage. Yet, many of us have experienced the

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

late nights and the last minute rush caused by late changes to strategy. Scripting and storyboarding are excellent tools to help you visualise your offer in the eyes of the buyers. And remember, te

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

Professional from academic institutions, pharmaceutical industries, health care indust

st-screening doesn't have to wait until you have the completed proposal. It is just as valuable to test-screen your script and your storyboard.

Have you ever lost a deal due to the quality of your p

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

resentation at the beauty parade? No matter how good your proposal is, you can (and will) still lose if the quality of the presentation does not match. The same scripting and storyboarding techniques

.

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

can be used to develop your presentation too.

Give it a go - unlock the creative potential from your bid team - and have fun at the same time!

Good Luck

Andy Murray

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

Companies that provide selfless information through particip

utperform.co.uk" target="_blank" rel="nofollow">Outperform UK Ltd

p.s. please avoid the temptation to add 'credits' to your creative masterpieces. Your audience will have left the cinema by then

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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Special Kids eventually grow up to be special adults and they can be very active members of society and pay their own way and function fine with a little supervision. All this without burdening the taxpayer you see?

Are you having the same problem with your marketing my Dad has with his favorite skiff? Read the article below to find out. And, yes the story about my Dad isn't just funny, its true.

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