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In the early days of the Internet, just having a website was cause for celebration. But like everything else Internet-related, the rules are changing faster than coders can key in ones and zeroes. Now a successful ecommerce site must do more than just show up; it must also ha

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

ve a fully integrated marketing plan.

Unlike the Hollywood fairy tale of “build it and they will come,” designing a beautiful website isn’t enough. Companies need to be proactive if they want people to come, and they have to build trust if they want to shoppers to buy. Separ

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

Examples of combination products may in

ating web-savvy consumers from their hard-earned greenbacks takes more than just a “for sale” sign; it takes a complete interactive marketing plan.

You need to balance traditional marketing with search engine marketing in order to pull customers to your website. While search

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

engine marketing and pay-per-click advertising will attract the first-time shoppers, the business basics (like advertising, public relations, and good customer service) are key still key factors in building a respected brand.

Search engine marketing includes all aspects of

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

ositioning a website within search engines to get maximum exposure. It can include optimizing the site through keywords, link popularity, banner ads, or pay-per-click search terms. It also includes the number of visitors to a website, and how many of these visitors convert to

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

Combination pro

customers.

No matter what business you are in, your customers are still people—people who read newspapers, watch television, listen to the radio, and surf the Internet. The basics of marketing haven’t changed, they’ve just expanded. You still need to follow the four P’s of

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

marketing: Product, Placement, Price and Promotion.

Product In order to have a successful long-term business, you need to have a great product or service. Unlike the smoke and mirrors of the late 90s, you cannot succeed without a sound product or service.

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

Price How you position your product with regard to price is just as important as the product itself. You can choose to be the cheapest, which means that you will constantly compete on price. You can choose to be the most expensive, which means that you bette

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

have bells and whistles that your competition doesn’t have. Or you can choose to be middle-of-the-road, which means you have to focus on value over price. Whichever path you choose, choose it wisely, because it is hard to reposition your brand once it is built. Consider pric

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 as an important aspect of your brand when writing or revising your integrated marketing plan. In fact, it will be worth your while to do some targeted market research to see what your market will bear before you introduce a new product.

Placement Having a

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

good product isn’t enough…you also have to get your product in front of potential buyers. This could mean national distribution through mass retailers, or it could mean local distribution through specialty stores. This could also mean an online ecommerce site that uses searc

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

Following aspects would a

h engine marketing to reach its targeted customer. But companies beware—having a website is not enough. If you choose online as your main distribution channel, be prepared to spend money bringing visitors to your site. Just like the old adage of “location, location, location”

dd to the challenges in developing combination products:

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

as the foundation of success for a brick and mortar store, “visitors, visitors, visitors” is the new adage for ecommerce sites. Be prepared to spend your rent money on search engine marketing to bring visitors to your site. When choosing a company to help you with search engi

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

ne marketing, find out what their qualifications are. How successful have they been building other brands? How long will it take before you can expect a return-on-investment? What is their typical return-on-investment? Is it a comprehensive online strategy, or are they relyin

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

g on one “gimmick” that promises instant success?

Promotion This is the marketing area where most companies fail. Let’s say you have invented the next amazing product… the microwave oven of the new millennium. (This is your product.) Retailers love it and g

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

ive you national distribution. (This is your placement.) You have it priced on the high-side because it is unique and different, but it is still within reason of what the market will bear. (This is your price.) If you don’t promote your product through both online and offline

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

Professional from academic institutions, pharmaceutical industries, health care indust

public relations and advertising, people won’t go to the store and buy it. Then, when the product doesn’t sell well, you will lose your distribution. And even though you have come up with the best product in decades, you will be hard-pressed to stay in business long-term. No,

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

this isn’t negative thinking, it’s reality. Promoting your product is not an expense… it’s an investment. Amazon spent almost a decade on marketing initiatives to build market share before they ever turned a profit. They took an online concept and built it the old-fashioned

.

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

way—by building their brand and increasing their market share. Now they are the 900-pound gorilla in the online marketplace. Like Amazon, you have to be prepared to spend money promoting your product from now until the end of time if you truly want to be successful.

By devel

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

Companies that provide selfless information through particip

oping an interactive marketing plan, you can streamline your business and increase your profit margin.

For more information, contact Plonka Interactive at 972-381-1311, or visit their website at http://www.plonka.com/

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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Ah, email. Since its invention, communication has greatly changed. We email our employers. We email our employees. We email our friends. We email our family. Perhaps we even email, after a few bottles of wine, our pets. Email has changed our lives and the future of email will likely even change it more. Soon, there may be no need to ever even speak.

Never before has the economic outlook been so positive. A recent report produced by the Economist Intelligence Unit highlights a hugely optimistic outlook for 2007 with nine out of ten senior executives regarding prospects for business over the next three years as good or very good. However, with globalization and the emergence of new markets, CEOs are required to manage across increasingly complex and differing environments. Whilst 2007 promises to deliver much, executives need to be realistic about the complexity of the task ahead.

Many nonprofit marketers and communicators shy away from technology. But by leaving tech decisions to the IT department, rather than schooling yourself on these opportunities, you limit the impact of our communications strategies. Here are the expert tech tips you'll need to strengthen your online communications impact.

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