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Even before primitive societies put chisel to stone and began writing, one group held a special place in these communities because of their communication skills: storytellers.

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

By weaving compelling narratives, storytellers preserved communal history, entertained their fellows, and delivered motivation when it was needed. Over time, their words m

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

Examples of combination products may in

oved armies and inspired achievement.

Today, storytelling may seem quaint. It’s not. Thanks to technology, some of the largest and savviest organizations in the world are di

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

scovering that storytelling is even more important today -- and more powerful.

Storytelling is so powerful that it should be the primary goal of all your public relations.

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

In fact, banish the words publicity and public relations from your vocabulary. Focus on storytelling, and tap into an essential human motivator that has propelled humankin

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

Combination pro

d for thousands of years.

When I say “storytelling,” I mean with a capital “S.” Small “s” storytelling is well understood by journalists and the professionals who work with

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

them. I am talking about a bigger view of your story than what a journalist crams into a 500-word story.

Think instead of great films, plays or books. In these larger work

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

s, a “story” unfolds. Key components are essential to a successful story: characters, including a hero (and maybe a villain), a plot, at least one climax, and yes, a happy

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

ending.

Successful PR storytelling relies upon similar key elements. When working with my clients, we develop a “script” or plan that answers these vital questions:

• Who 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

s the audience?

• What do we want the audience to do or feel?

• Who are the key characters in the story?

• What is the plot or plot lines for the story?

• What is the story

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

s climax or key success point?

• What is our happy ending?

Only when we have mapped out the story are we ready to begin the storytelling. As one of my editors used to tell

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

Following aspects would a

me when I was in journalism, “good thinking makes good writing.” You can’t just begin spinning tales if you don’t know where the story will go.

For example, a new product

dd to the challenges in developing combination products:

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

that creates a new product category may need a first chapter that focuses on the issue or problem that the product solves. Only after key audiences understand the issue can

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

the storyteller introduce the new, revolutionary solution. And only after the solution is properly introduced can its story be told in detail.

In public relations, storyt

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

elling is not only about a good script, but also, good execution.

Like performers on a stage, interacting with the audience, PR storytelling is dynamic, involving two-way

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

communication. Good PR storytellers adapt the story for each audience. They tailor staging, scenery, even the actors, to deliver success.

Like a good book, successful PR sto

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

Professional from academic institutions, pharmaceutical industries, health care indust

rytelling may have many chapters. And while it may incorporate unforeseen drama or plot twists, as with crisis communications, that doesn’t mean there isn’t a happy ending.

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

This is the most important measure of PR storytelling: You and your organization have a goal -- a happy ending. Your happy ending is not the same as that of a competitor.

.

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

So how will you make sure your happy ending is the one that defines your story? By thinking like a storyteller rather than someone who is simply chasing the next newspaper

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

Companies that provide selfless information through particip

clip or broadcast interview. Remember your capital “S” story, and your small “s” stories will come by the bucket load, with more and more of them bearing your happy ending

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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