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Choosing a domain name can be daunting. Research the subject (after all, you're the type of marketer who researches, right?) and you'll be hit with a landslide of opinions, most contradictory. There is, however, two points that everyone agrees on:

Pick your domain before you launch your business.

This is especially true if your market niche has lots of competition.

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

Research your domain before you commit to a business plan.

Don't wait too long if you like a domain.

While you're researching, you'll likely come across a couple of domains that attract you. You might be tempted to wait, since you haven't finalized or refined your business plan. Don't. A handful of domains isn't going to cost you much at an affordable registrar like

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

Examples of combination products may in

GoDaddy, and once they're gone, they're gone. Chances are you can even resell the rejects at cost, if not a profit. Or "develop" them with unique content and point them to your main site for extra traffic.

Now that we have the easy part of the way, let's wade into murkier waters.

Q. Which TLD (top-level domain) is best?

A. If you're a juggernaut in the business wor

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

d with a giant ad budget, the answer is dot-com (.com). If you're a smalltime business struggling for search engine positioning, the answer is still dot-com.

People do disagree on the value of a dot-com TLD. Some assert that dot-coms have no particular value in the search engines, which may be true.

However, the fact is, if you haven't yet seared your brand on the c

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

llective brow of the planet, dot-com makes you easier to remember. If you eschew dot-coms, then in some deep dark place inside, people will remember you as "that hard-to-remember URL with the ending that isn't dot-com." What's worse, if you pick an otherwise memorable domain ending in dot-net, -us, or (God forbid) -tv, some of your traffic will end up at that competit

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

Combination pro

r who snagged the dot-com version of your domain. Okay, that's settled. Now for the controversial stuff. Which is best: the "keyword" domain, or the "creative-genius, snappy and brandable" domain?

Keyword Name vs. Creative-Genius Brandable Name

A Keyword Name is the boring, workhorse kind of domain. You seem them everywhere. They bristle with hyphens: "best-anchovy-

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

izza-in-siberia.com." Or "super-labrador-accessories-and-golfballs.biz." On the face of it, they're hard to brand. They're hard to fit on business cards. They're really hard to explain over the phone to Aunt Martha.

On the other hand, a Creative-Genius Brandable Name is the sexy kind of domain. The successes are sparkling: Yahoo!, Google, Amazon.com. You can shout th

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

se URLs across the room and the other guy will probably get it right. But note: the dot-com road is littered with hip, snappy business who failed to brand their product successfully, or get listed high in the search engines. Now their URLs all point to the same page: "server not found …"

The debate rages on, but the first question you must ask yourself is:

How will

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

eople find YOU?

It was recently reported that "direct navigation" web traffic has started to outnumber search engine traffic. In other words, more people visit sites by typing in the URL directly than they do by combing search engines for results. So more gurus are recommending ‘brandable' domains.

But think about this. As a small business owner, how will people fin

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

you? Word of mouth? Billboards on I-95? "Corporate sponsorships" on hockey arenas? Probably not: they'll find you through search engines. They'll type in "cheap purple widgets," and as a smart marketer, you will offer them a website optimized for the keywords "cheap purple widgets."

Still, this doesn't imply you should automatically pick a keyword domain. There are

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

ros and cons to both types.

BRANDABLE: ADVANTAGES

The brandable domain is great for business cards. In fact, it's nearly compulsory if you're planning on offline marketing. In other words, if you're printing up stationary at Kinkos, you want a brandable domain name.

If you're also a marketing genius, this is a fit challenge for your talents. Finding a memorable, ap

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

Following aspects would a

t domain to brand your business is something no software-driven suggestion tool can do.

Most "hybrid" domains -- ones that are really crosses between keywords and brandable names -- are long gone. But if you create a unique idea for your brand, you can probably snag the dot-com name for yourself. Now all you have to do is burn that brand onto the world's collective f

dd to the challenges in developing combination products:

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

rehead. If you do, you'll benefit from type-in traffic. That means that if someone hears about you, they can probably find you just buy typing in your domain.

BRANDABLE: DISADVANTAGES

The brandable name requires solid marketing skill, research and luck. Your name should be so catchy, it's almost viral. It should also convey your actual business – or you'll have to w

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

rk hard (often meaning, spend money) to associate the two. Your name should be "tested" on coworkers, cousins and dishwasher repairmen to ensure it has no undesirable connotations. Finally, your name should be available as a domain, and not suffer from competitors with similar domains. Sometimes, pulling all this off is difficult.

KEYWORD: ADVANTAGES

By keyword name

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

, we're not talking about the glorious generic keywords – the one-keyword kings such as drugs.com or business.com. No, we're talking keyword names you can afford.

This is where you buy the domain name www.cheap-purple-widgets.com in hopes of getting a top search ranking for cheap purple widgets.

Advantages are many. First, more keyword names are available. (They're

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

gly, and many people feel an aversion to hyphens.) Also, they do help you place higher in the search engines. It's true that search engines only give you a little credit for having a keyword in your domain, but "a little credit" counts.

Second, keyword domains leave no doubt in the searcher's mind about what you're selling. If you decided to call your widget business

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

Professional from academic institutions, pharmaceutical industries, health care indust

"Ableeza," a searcher might not get at a glance what it is you're selling, even if your rank is high.

Finally, if you can get people to link to you, those links will be valuable. No matter how Webmaster Joe describes you, the link part will always say, "cheap-purple-widgets." This is a powerful search engine strategy for moving higher.

KEYWORD: DISADVANTAGES

You wo

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

't get type-in traffic for a keyword name. You can't really explain it across a phone. It won't look pretty on a business card, and it's almost impossible to pair up with a cute logo. But if search engine traffic is going to drive your business, the keyword name is worth a long, hard look.

WRAP-UP

Regardless of which type you choose, don't play guessing games. If yo

.

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

go with a keyword name, use a search tool (like http://conversion.7search.com/scripts/advertisertools/keywordsuggestion.aspx to determine what keyword phrases people are searching on.

If you choose a brandable name instead, test it out on a variety of real people

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

Companies that provide selfless information through particip

first. Pay attention to their reactions. Reserve your domain early, since brandable domains go fast unless they're very unique.

In the long run, both types of domains can work for you, especially if offline marketing is an option and you have a knack for branding. Overall, though, the keyword domain is probably the easiest path to success for the small-business owner

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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Change management success requires visible, persistent engagement by an organization's leadership. Read this article for tips on how an organization can demonstrate its commitment to the change process.

Management is often considered to be a two dimensional task-based deliverable. Technical management has long been viewed this way, with the delivery of the technology as the priority and the people as the methodology of delivery. The opportunity to make it interesting, fascinating and three dimensional is in the vision contribution and compliance.

Anyone serious about affiliate marketing has most likely considered using Google AdWords. It's a great way to get instant traffic to your site, and if you know what you're doing you can get that traffic for much less than it's worth. But most beginners do it all wrong, lose a bunch of money, and then pause their AdWords accounts without having seen a single sale. But there is a way to avoid this.

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