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First of all, I need to make clear that I have no commitment by promoting Google Adwords, the pay per click search engine from Google. I am not Google affiliate at all. I just co

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

nsider Google Adwords the most effective pay per click search engine and I will explain why.

Reason 1:

The Google audience / user base has traditionally catered to technical au

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

Examples of combination products may in

iences and more importantly, to Internet savvy users: the kind of users who are comfortable with buying online. These users (the tech-savvy, buying kind) are mor

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

e likely to use Google than Yahoo or MSN.

Reason 2:

Google Adwords delivers instant results. You can have your ad campaign up and running in 10 minutes flat. Compared to this Y

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

hoo can take anywhere from 2 to 5 days while they manually review ads.

Reason 3:

With Adwords, you can target your prospects geographically down to countries, states and cities

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

Combination pro

This is a great advantage for businesses selling physical goods or localized services . They would prefer local prospects as opposed to someone half way across the world.

One e

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

xceptional quality about Adwords is that it rewards good ad performance. This is, for an ad that converts (clicks/impressions percentage) exceptionally well (hig

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

click through rate), your ad will get better ad placement as well as better pricing. Google wants to display the most relevant ads for the user. So, it makes perfect sense that

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

you will pay less per click, the higher the click through rate of your ad is.

Click through rate is simply the percentage of clicks on your ad divided by the number of impressio

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 on a particular keyword. For example, if 100 users saw your ad, and 2 people clicked your ad to visit your website, your click through rate would be 2%.

Google reports the cli

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

k through rate for each of your keywords, hence the necessity of constantly monitoring the keywords performance for the continuous refining process until reaching an optimal perf

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

Following aspects would a

ormance of your set of keywords. This is an ongoing process, as you don’t know in advance which keywords are the best performers from the conversion standpoint.

Reason 5:

dd to the challenges in developing combination products:

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

Your competition cannot see the exact amount you're bidding for your keywords or the CTR your ads are getting: a distinct tactical advantage that Yahoo lacks. Basically, your com

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

petition will never be able to tell how you are marketing your product. Although, Google has a nice tool to estimate the price your competition is paying for your selected keywor

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

s, this is called The Traffic Estimator Tool, found within your Adwords account.

Basically you set a maximum bid for your selected keywords and Google will estimate the expected

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

amount of traffic for that keyword based on that bid. This is just an estimation as the final price paid for a certain keyword will depend upon the bid and click through rate of

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

Professional from academic institutions, pharmaceutical industries, health care indust

that keyword.

Reason 6:

Google provides a Quality Score for each of your selected keywords. Using its internal algorithms, Google scans your landing page and determines how rel

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

vant is the content of your landing page in relation with each of your keywords in your Ad Group. Therefore, by selecting and grouping related keywords and matching your landing

.

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

page with these keywords, you can get a good quality score for most of these keywords. This in turn, will improve your click through rate and the price you pay for each keyword.

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

Companies that provide selfless information through particip

Bottom line. Bringing instant traffic to your websites and converting those prospects into satisfied customers is an alternative to waiting around for your search engine rankings

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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