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Do you know what your website is telling you? A crucial part of your online marketing efforts lie in understanding your website traffic patterns. If you don’t know how people find your site, what they do once they’re on your sit

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

e, how long they stay on the site, what they respond to and what they reject, you won’t achieve maximum online results.

Look at your website traffic logs

Information is collected as visitors find and move through your web

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

Examples of combination products may in

site. This information is displayed on what is referred to as “traffic logs.” This marketing data is pure because it is collected mechanically as visitors move freely throughout your website. Your website offers unprecedented o

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

pportunities to gather visitor and customer behavior data. Keep reading to learn more about this valuable information source.

Traffic logs provide key indicators of online marketing performance

Before diving into the wea

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

th of data available through these logs, let’s clear up a common misconception that exists amongst most business executives: “hits” really aren’t a sound indicator of website traffic. A “hit” is counted every time a visitor reque

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

Combination pro

sts a page or every individual image that a visitor requests. This means that the vast majority of visits generate multiple “hits” per visit. Ratios of “hits” to individual visits can be quite high.

The first section of the tra

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

ffic log shows visits and/or visitor sessions. This is the indicator to use concerning site traffic measurements. This section also shows the average time per visit spent with the website.

Pay attention to the most requested an

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

d least requested page information contained within the traffic log. This is great information for business development purposes as well as many other applications.

Traffic logs show what is known as “top entry pages.” These ar

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

the first pages that a visitor sees when coming to a website, and great sites drive entry traffic to multiple pages, not just the home page. The information contained here helps you determine what is driving the traffic to your

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

site. It also assists in helping make decisions concerning overall site navigation.

Logs also show what pages visitors use to exit your site. At a minimum, these exit pages should match your expectations and should contain stro

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

ng call to action statements.

Some visitors only visit one page of a website and then go off the site. These “single entry pages” again reveal a lot about your site. Your site may be too slow in loading, may not have contained

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

Following aspects would a

what the visitor is looking for etc. There is a myriad of potential strategies and tactics revealed in the page information within the traffic log.

Find out where visitors come from and what keywords drive the visit

Traf

dd to the challenges in developing combination products:

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

ic logs will let you know which search engines send you website visitors. They tell you what links generated site visitors for you. They’ll tell you what search keywords and phrases people use to find your site. They’ll even le

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

t you know what call-to-action initiatives on the site produce the best results.

Low cost data for online marketing and entire business marketing applications

Information from traffic logs is pure data that is gathered me

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

chanically through visitor actions. There is no outside human influence in data collection, making it an invaluable part of your entire marketing efforts.

Web analytics value is found in the answers to these basic questions
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
b>

The high value of regular review and analysis of your website traffic logs (along with a few other key performance measurements we’ve previously written about) is directly reflected in your online marketing ROI. To see the va
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
ue in another way, look at the answers analytics provides to necessary business questions:

• What do people do when they visit your site?
• Is that what you want them to do?
• Where are they coming from?
• What ter
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ms are they using to find you?
• What other websites send visitors to yours?
• What activities generate the most sales or lower costs of sales?
• How long are people staying on your site?
• Much More

It’s near
.

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
ly impossible to reach your full potential in anything without measurement and analysis of performance and accomplishments. A website is no different. Take the time to regularly review and analyze these logs for improved interne
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
t marketing results.

© 2005 Brian Offenberger. All rights reserved. Brian Offenberger owns the copyright to this article. You may distribute it freely as long as you keep the article, its copyright and its byline intact.

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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