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Many Pay Per Click advertisers source their PPC keyword list based on the number of searches for a particular keyword or keyphrase.

They'll grab the top 100 keywords

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

or choose the keywords with the most searches. More searches equals more traffic and in turn more sales / leads right?

They will then edit and format their list delet

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

Examples of combination products may in

ing irrelevant keywords as they go. Then they nip over to their favourite Pay Per Click search engine and drop their list into a campaign and away they go.

What's wro

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

ng with this scenario?

Without getting two in-depth, for one if you take the top 100 keywords the chances are you are going to hit some serious competition. Every guy

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

and his dog are doing this. They're all bidding for the same keywords and driving up the Pay Per Click costs.

Secondly the second pitfall is that they're probably ta

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

Combination pro

geting prospects that are at the start of the buying / application cycle.

What do I mean by that?

Prospects tend to start their search with a broad term; particularl

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

y those that are not so search engine savvy. They will go down a particular path. Here's a simple example; our prospect lives in Key West, Florida and he's looking for

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

a 'widget'. He does a search on widget. At this point looking at the results (you may get a click on your ad), he realises that he's not looking for a 'widget' at all

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

. He's looking for a 'blue widget'.

So he refines his search, 'blue widget' the results pop up and he checks through them (again you may get a click), and realises it

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 not a 'blue widget' he wants but a 'round blue widget'. So he types that in.

He finally finds almost exactly what he wants on his third search (again you may get a

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

click), but it's still not quiet right. He wants his 'round blue widget' as soon as possible, he wants to be able to go out and pick one up locally.

So now he types i

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

Following aspects would a

n his fourth keyphrase attempt at finding what he wants 'round blue widget florida' (chances are you're not advertising on that phrase so you're not going to get a cli

dd to the challenges in developing combination products:

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

ck here). But Florida is a big place. Now I'm sure you can guess what's coming next.

Yup in goes 'round blue widget key west florida' (Now there's even less chance th

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

at you're advertising on this phrase). But guess what this is the point at which our prospect is most ready to become a customer. Five searches after his initial attem

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

pt at finding the product he was after.

Now this is a very simple example and it's possible that a specific site offering 'round blue widget key west florida' could o

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

turned up in the initial search and presented a shortcut. But in most cases this doesn't happen and our prospect wouldn't necessarily be ready for it if it did.

Why?

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

Professional from academic institutions, pharmaceutical industries, health care indust

Because our prospect in most cases NEEDS to go through the above routine to actually mentally realise what exactly it is that he wants.

I'm sure you've done it yours

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

elf on numerous occasions. I know I have. You enter a broad phrase, reject the results and refine your keyword, rinse and repeat until you've nailed the phrase that br

.

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

ings up the right results.

Now if you are advertising on those first few search 'loops' you are almost definately loosing money. Dig a little deeper and consider refi

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

Companies that provide selfless information through particip

ning your Pay Per Click keyword lists to target your prospects more accurately. By doing this you will not only save on click costs but raise your CTR and your profits

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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