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The hero's journey is THE screenwriting template. With it screenwriters can build effective stories from the ground up. Consider this, ALL of the Academ

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

y Award Winner Best Films of the last thirty years have used it as a template. There are at least 188 stages to the hero's journey and more than thirty

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

Examples of combination products may in

archetypes.

Two of the archetypes that most frequently appear in the hero's journey are a) the supernatural aid and b) the shape shifter.

The Supernat

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

ral Aid:

The supernatural aid has many functions. He is often, but not always, a decrepit old man that does not appear to be powerful. In Million Dolla

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

r Baby (Academy Award Winner Best Film 2004), it is Morgan Freeman as Eddie Scrap-Iron Dupris. In Gladiator (Academy Award Winner Best Film 2000) it is

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

Combination pro

roximo - the Old Gladiator who fought in Rome until Marcus Aurelius set him free - and of course it is Ben Kenobi in Star Wars and Yoda in Empire Strike

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

s Back. In The Big Lebowski (1998) it is Sam Elliot as The Stranger.

But the aim of the Supernatural Aid is to guide and in Raging Bull (1980), it is n

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

t an aged old man but a voluptuous and alluring young female in the shape of Vickie. Vickie’s purpose is to tempt the hero (Jake La Motta) into the adve

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

nture. Jake does not resist - unlike a hero, the anti-hero easily succumbs to temptations as opposed to avoiding them.

It is not unusual to have multip

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

e mentors (supernatural aids), one for the push from the Ordinary World to the First Threshold and another to help through the Transition (Road of Trial

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

s). In Raiders of the Lost Ark (1981), Indy has Marcus and Sallah. In Dances with Wolves (1990), John Dunbar is sent to the frontier by the General and

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

Following aspects would a

then led through the transformation by Kicking Bird. In Gladiator (2000), Maximus’ journey is triggered by Marcus Aurelius whilst Proximo provides the g

dd to the challenges in developing combination products:

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

adiator training. [Often the first Mentor doubles as the Herald].

The Shape Shifter:

The Shape Shifter – the character that switches sides - also has

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

quite a few functions. Unlike the Supernatural Aid, the Shape Shifter has no common form: Joey in Raging Bull (1980), Belloq in Raiders of the Lost Ark

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

1981), Mirage in The Incredibles (2004).

One function if the Shape Shifter is to compete with and obstruct the hero's conquest of his Romantic Challeng

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

e – which usually results in a Shape Shifter / Romantic Challenge sequence. In The Matrix (1999), Cypher tells Trinity that he loved her and in Raiders

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

Professional from academic institutions, pharmaceutical industries, health care indust

f the Lost Ark (1981), Belloq buys Marion a dress, opens a bottle of wine and tempts her.

The detailed, complete deconstruction and the Complete 188

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

stage Hero’s Journey and FREE 17 stage sample and other story structure templates can be found at .

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

om">http://managing-creativity.com

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Kal Bishop, MBA

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

Companies that provide selfless information through particip

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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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