Social Articles - Writing and Speaking

Story Crafting Basics For Stories Meant To Be Told

Entertain First. And Last. And Everywhere in Between
Stories must engage before they can do anything else. You don’t have the luxury of choosing between an entertaining story and a story that has a powerful message. Every story must b

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

e entertaining even if it means enhancing the truth. When I tell storytellers to embellish the story they’ll say, “But that’s not the way it really happened.” Too bad if the way it really happened is going to put your audience to sleep. Your first priority is to make it interesting, not to s

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

Examples of combination products may in

tick to the facts.

Know Your Story’s Purpose
Every story serves a purpose even if it’s simply to get your audience to laugh. Know the purpose of your story. Know the message. Know why you’re telling it and what you hope to accomplish by telling that story. Know what will make that stor

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

y entertaining and powerful.

Tell Your Story in One Sentence
No, I’m not saying that your story must be one really long sentence. But before you write it, I want you to be able to tell it in one sentence. You don’t have to include the entire plot, but you do need to include the moral o

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

the story. For example: This is a story of how a girl learns that being different can sometimes be good. When you are able to tell your story in one sentence, you start out with control over your story and where it is going. You find out right away if you’ve got a story that’s not about any

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

Combination pro

thing.

Write What Your Reader Needs to Know
I actually make a list. Yes, that’s right. As boring and uncreative as it sounds, I make a list of the things that my reader NEEDS to know. Not the things that I want to tell them, but the things that they need to know for the story to make s

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

ense. The fun stuff can come later.

Beware of Personal Stories
Something happens to a story when it happens to us. We lose objectivity. Be very careful of trusting a story that actually happened to you. Test it out on others. See if it gets laughs in social settings. If it doesn’t, 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

n it’s not as good as you thought it was. I actually take myself out of the story and picture someone else telling the story.

Find the Story That Fits You
This is the story that speaks to your heart. If it doesn’t mean anything to you, it will not mean anything to them. Be authentic. I

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

’s everything.

Short and Simple
The more you cut from your story, the better it will be. Period. It’s not about how many words you use, but what words you use. Say more with less. Replace three paragraphs with three sentences. Don’t write long stories, write short stories and put them

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

together if you need something longer.

Be Specific Enough To Be Believable, Universal Enough To Be Relatable
The more specific and the more personal you get, the better your story will be. Aim for stories that happened to you, not people you heard about. Avoid stories that most people

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

can’t relate to. Find stories that have themes that most people can relate to.

Start and End With a Bang
You have thirty seconds to get their attention. Don’t start a story with ten minutes of introductory material. I can’t stand it when someone takes fifteen minutes preparing me for a

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

Following aspects would a

story they are about to tell. Start with a bang and end with a bang. Don’t hang around at the end driving your point to death. End the story and get out.

The Story’s in the Details
It’s in the characters and the descriptions, and describing things in a way that no one else has before.

dd to the challenges in developing combination products:

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

Use your senses. Show us the story instead of telling us about the story.

Make Characters Real, Interesting and Believable
I believe that it’s not the plot that makes the story, but the people. Make your characters real – with personalities and quirks – and if you’re at a loss, look ar

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

ound you. Real life has more material than you could ever hope to create in your own imagination.

Write and Tell Your Story As If You Are Talking To a Friend
You’re not giving a news commentary, you’re telling a story. So write it the way you speak. Make it comfortable. Make it easy to

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

understand and follow.

Learn Your Story
Learn your story – every word. Then practice telling it as if you didn’t memorize it. Learn the story in scenes. Write an outline and learn the outline. If you don’t know your story well, then you run a big risk of filling in gaps with unnecessa

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

ry information.

Bring Out the Best in People
Stay away from stories that scare or instill guilt. Don’t take them to the depths of despair unless you really know what you are doing. They need to know that you are okay. Stay in control of your own emotions. When you get too emotional you

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

Professional from academic institutions, pharmaceutical industries, health care indust

run the risk of being perceived as manipulative.

Leave Them Feeling Hopeful
Audiences want stories with a happy ending. If you take them down, bring them back up again. Good grief, at least let this be one place where they can live happily ever after.

Don’t Hold Back
It’s the bes

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

t story that wins in the end – not the right one. Don’t hold back because you are afraid of appearing corny. Don’t play it safe. Safe is boring.

Display Your Humanity and You Will Touch Theirs
Whether it’s the writing or the telling of the story - put your personality into it. Be yours

.

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

elf. Be passionate, be convincing, and be real. You must bring your emotion into the story or it will have no connection with your audience. Display your humanity and you will touch theirs.

As With Most Things in Life, It’s Not About Talent, It’s About Perseverance
I’ve often heard tha

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

Companies that provide selfless information through particip

t the most successful people aren’t always the ones with the most talent, but the ones who stick it out. It’s the same with stories. Sometimes your story won’t hit the mark. Sometimes stories take time to evolve and truly become your own. Keep at it. It will be worth the work you put into it

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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Let's face it. Email marketing and publishing have became very popular tool for promoting your business, especially in the USA. Many people use email in everyday communication. Email is fast and cheap. What would you like more? Many people subscribe to ezines about Internet, Jokes, Tips, Recipes, Horoscopes... Majority of these emails are free and very quality.

A study recently published by Wharton, University of Pennsylvania and Verde Group discusses the findings of a survey of 1000 randomly selected consumers. The objective of the survey was to discover what problems shoppers were encountering during their shopping experiences at retail stores and which of those problems were most likely to be discussed with others and which actually put customer loyalty at risk. The findings were, of course, predictable. In the final analysis, sales associates appear to be able to 'make or break' the shopping experience. I don't believe we really need surveys to figure this out but, given the simplicity of the findings, they will likely be of some use in convincing retailers of the reality.

The tendency to believe that we can depend on one stream of income is naive and unrealistic. This reliance on external sources has to stop and the new economy is bringing that point home loud and clear. When one comes to the place where generating income is a competency they can claim, then and only then are we free to be secure.

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