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Not long ago, a diary was a deeply personal thing - a journal of thoughts and observations, kept under lock and key and often buried in a dresser drawer.

The Web has a way of changing things. Now, a diary of thoughts, ob

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

servations and insight - posted on the Internet - may be a way to boost your business.

Web logs, or "blogs" as they're better known, have become a way to engage readers and potential customers of businesses big and small

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

Examples of combination products may in

A blog is a journal posted on a Web site, updated on a regular basis and containing news, opinions, ideas and brainstorms. It might also have links to other sources of information, other Web sites and other blogs.

Many

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

blogs cut both ways, inviting readers to post feedback on what they see. While that can apply to everything from sports and entertainment, it can also generate interest - and, ultimately, income - for your business.

No,

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

blogs aren't for everyone. But see how they can accomplish these five basic business objectives.

1. Expose a new or little-known product or idea

For Grant Smith, blogging makes a world of sense on a

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

Combination pro

number of levels. Smith operates a business that provides streaming video e-mail and related video communications products. Since many prospective clients might know little about video e-mail, Smith says his blog is a na

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

ural way to provide specifics.

"I began blogging to get established in the technology," Smith says. "It can have a positive impact for business. Readers are always looking for more ways to find out information about comp

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

anies and for ways to interact."

That, in turn, can lead to a more informed customer and a more time-effective sales process. Rather than taking time to pitch your product or service to a client who may not need it, a bl

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

g supplants you as an information source. If a prospect contacts you, that's great. If not, you've wasted no time in explaining something that generates nothing in return.

2. Improve your search engine rankings
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
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Blogging also puts you in touch with prospects in other ways. As any company with a position on the Internet realises, Web site visitors that come via Google, MSN and other search engines can provide numerous
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
leads. Blogs can add to the frequency with which search vehicles identify you and your company, particularly if your blog allows readers to post a response.

If done properly, blogs have a tremendous benefit relative to s
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
arch engines, according to Brad Fallon, president of SEO Research, a search engine marketing firm. "With blogs that allow comments, every new post and every new comment becomes an additional Web page filled with additiona
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
l keywords to be picked up by the search engine spiders," he says.

3. Position yourself as an expert in an industry or field

Blogging also can also prove an effective marketing tool to establish you
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
self as an authority in your field. Not only can that generate leads, it also sends a positive message about your credentials through the marketplace and also gives your tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ss/itguides/itguide.mspx" target="_blank">small business a face and a personality.

4. Influence public opinion

Blogging also allows users to bypass traditional journalistic venues and, in effect
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
become a publisher of their own thoughts and viewpoints. For Steve Rubel, vice president of client services at a public relations firm, blogs are also fast becoming a powerful influence on public opinion.

"Blogs have ev
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
olved into legitimate alternative sources of news on niche and micro-niche topics," Rubel says. "Anyone with a passion and dedication could become an amateur journalist. I feel some of these sites - in aggregate - are hav
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ng just as much sway on public opinion as larger, more established media brands."

5. Engage in a forum openly with your customers

Just as important, blogs that solicit reader comments can provide a
.

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
sense of immediacy with your customers. In one respect, that's a ready source of feedback on what you're doing right and what you need to improve.

"My blog provides a forum for customers to give feedback after plunking t
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
eir money down," says Fallon. "The result? While the normal market is lucky to have one-half of 1% of customers send an unsolicited testimonial, I have already collected glowing testimonials from over 15% of my customers.

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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