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Let’s face it, most people don’t track their advertising at all and therefore don’t know where their leads or sales are coming from. I’ve talked with dozens of

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

business owners about which online advertising vehicles work best for them. What I usually hear is that they are impressed with the sites that give them the hig

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

Examples of combination products may in

est number of clicks. Sure, clicks are encouraging, but do they tell the whole story?

No, the number of clicks or the cost per click (average CPC) does not tel

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 whole story. Not even close. At the end of the day, it’s not how much you spend per click that really counts – what’s important is how much you spend PER

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

ONVERSION (a truly qualified prospect). And finally, of course, it’s the cost per sale that really matters.

I have been doing pay per click campaigns for some

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

Combination pro

time now. The following are my findings after testing pay-per-click campaigns from September 2006 through February 2007 on the following search engines: Google,

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

Yahoo, MSN, Mamma, Lycos, 7Search and GoClick.

When testing, I chose the same keywords for each campaign and used separate but exact duplicate lead capture page

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

. This allowed me to see which keyword buys would give me the highest % of qualified prospects. My focus was the “Cost of Conversion” which was the percentage

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

f people who requested more information about my program (a good prospect). My goal was to get clear indication as to the quality of the traffic coming from eac

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

h search engine.

By taking the average cost-per-click and looking at the % of prospects that requested more information (Name, Phone # & E-mail Address), it giv

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

s me the real cost of a qualified lead. Following are the results:

7Search -$0.67 (CPC) $4.04 - (Cost of Qualified Lead)
Google -$0.83 (CPC) $5.46 - (Cost

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

Following aspects would a

of Qualified Lead)
MSN- $0.70 (CPC) $6.30 - (Cost of Qualified Lead)
Mamma -$0.34 (CPC) $7.39 - (Cost of Qualified Lead)
Yahoo -$0.81 (CPC) $8.45

dd to the challenges in developing combination products:

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

(Cost of Qualified Lead)
Lycos -$0.12 (CPC) $17.14 - (Cost of Qualified Lead)
Go Click -$0.28 (CPC) $20 - (Cost of Qualified Lead)

The study was cond

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

ucted over several months. After trying to tweak the Lycos and Go Click campaign for about a month, I decided to drop them both. It is also important to note t

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

at my conversions decreased over time. This underscores the importance of changing the look and feel of the lead capture page from time to time. After fine tun

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

ng these campaigns, I must say that both 7Search and Google are my favorites. When looking at actual sales, Google does beat 7Search by a 30% margin (which mean

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

Professional from academic institutions, pharmaceutical industries, health care indust

that the actual cost per sale is about the same – not pictured on chart above), but both work extremely well.

As you can see, if I just looked at the cost per

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

click but ignored conversions, I could have wasted a lot of money on the wrong vehicles.

The lesson here is – clicks are good, but conversion and sales are even

.

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

better! Take the time to gather deeper information on all aspects of your advertising vehicles. If you do, your marketing dollars will bring you five to ten ti

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

Companies that provide selfless information through particip

es better returns.

The article is brought to you by Peter Grundner at P&T Enterprises For more information please visit www.myedconline.com or call 818-887-089

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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Quality control in franchising companies is paramount and all franchising companies must have strict guidelines to insure consistency. To insure this takes place throughout your franchise system you must make this a policy in your confidential operations manual.

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