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One of the most common questions asked on forums and discussion lists concerning Google Adwords is should con

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

tent network be turned on or left off? Here is what has worked well for me and others.

Content network on or

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

Examples of combination products may in

off?

Will it help you make more money or are you just throwing your hard earned advertising dollars down the

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

Google tubes?

Many of the gurus tell you test, test, test! And while that is true, I am not going to leave

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

ou hanging there.

Here is a solid plan for implementing Google Adwords content network.

1. Always start wit

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

Combination pro

h it turned off. You need to be careful because the default when you start a campaign is on. So go into your

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

edit campaign settings" and un-tick content network. This is really important because if you start a campaign

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

today and are bidding $1 per click on the search network...you are automatically bidding $1 per click on the

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

content network. Many Adwords advertisers, myself included have lost hundreds by mistake on the content netwo

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

rk. So again, turn it off!

2. After you have a campaign running profitably on the search network, meaning th

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

t you have the right keywords and a landing page that is converting to your satisfaction, then and only then

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

Following aspects would a

will you test the content network.

3. So, go back into your "edit campaign settings" put the check mark in t

dd to the challenges in developing combination products:

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

e content network...but also put a check mark in "content bids" which allows you to set separate prices for c

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

ontent network. Once you save your settings you can put in a separate bid, I usually start with two cents.

4

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

Then let it run for a day and see what position you are getting and if you are receiving any clicks. In many

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

markets two cents will get you on the first page and get you clicks.

5. Then monitor your conversions. If y

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

Professional from academic institutions, pharmaceutical industries, health care indust

u are profitable, you can increase your cost per click for better positioning and more clicks. Repeat this pr

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

ocess until you hit your target traffic and return on investment. If you are not profitable, just turn off co

.

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

tent network all together.

If you follow the above steps, you will avoid any bad wipe outs and at the same t

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

Companies that provide selfless information through particip

ime position yourself to take advantage of the extra profit the content network can bring you in some markets

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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