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OK, so you’ve heard that small fortunes can be earned from Internet Marketing and that you too can take part in the revolution. In this series of articles I am going to show you how you can succeed

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

. In the previous article I discussed a number of ways of selling to your internet marketing niche for free but concluded that the fastest way to get results is using PPC advertising. In this artic

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

Examples of combination products may in

e I’ll show how to correctly set up a PPC campaign. In this example I am using Google Adwords.

Finding your Keywords

Your keywords will have come from both your earlier research into both

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

ustomer niche and the product(s) you are going to promote. For this article I am going to use an example and all campaigns will vary to a degree. It is not possible therefore in this general sense

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

o discuss things like how much you should bid or what budget you should set, etc as these are campaign specific. Rather I will de discussing how you should structure your campaign and the Adgroups

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

Combination pro

within it. I also need to assume that you have an Adwords account and are broadly familiar with creating a Keyword Targeted campaign in Google Adwords.

Creating a Targeted Campaign

For thi

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

example we will assume that your niche is Antique Maps / Prints & Books and the people who collect them. (For this example you would really need to be a collector yourself such is the specialisati

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

n. However for the purposes of demonstrating how to correctly set up a targeted campaign it works well.)

OK, Lets start with how not to do it. A common mistake a lot of people make is to open up a

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

Adwords Campaign, stuff it with any keywords that come to mind or might, just might be relevant to their website or landing page. In this case they may create a general Ad promoting Antique Public

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

tions and have that as the Adgroup with several hundred related keywords in it.

It is far better to break out the Campaign as follows:-

-Antique Publications
- - Antique Maps
- - - Anti

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

ue Maps Europe, etc
- - - - Antique Maps Country
- - - - - Antique Maps Region
- - - - - - Antique Maps Town

And so on.... In this example you would have a similar breakout for Prin

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

Following aspects would a

ts and Books and the later example you may wish to go down to the author or even title level. All Campaigns should first be broken down this way before adding ‘buy ....’: ‘download...’: ‘review....

dd to the challenges in developing combination products:

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

type keywords.

Each campaign will be different but it is vital you decide first how targeted your campaign need to be and therefore at what ‘level’ to set your adgroups and create your Ads.

M

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

king sure your Ads are Relevant.

When adding keywords to your adgroups you want to add less than 25 keywords. For very targeted adgroups there may only be one or two. Having adgroups with 25 o

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

less keywords will allow you to target your ad tightly with the keywords creating a highly relevant adgroup. This technique will also increase your CTR (Click Through Rate). Remember Google reward

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

relevant ads with a higher quality score (QS) and the higher your score the better. The price you pay per click will go down and your ad placement position will go up!

Keywords should be grouped

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

Professional from academic institutions, pharmaceutical industries, health care indust

ogether according to "Common" words, with both the keywords and Ad contain the same two words - (e.g. Antique Maps) AND the Ad then points to a specific and relevant ‘landing page’ within your webs

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

te.

The 'landing page' is just as important and must contain relevant information about, in this case, Antique Maps.

If you are promoting other products on your site create separate relevant targ

.

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

ted Ads and keyword groupings for those and make sure you point them at the relevant page in your website.

This may require a little effort at first but believe me it's worth it!

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

Companies that provide selfless information through particip

Using highly targeted keywords together with relevant Ads and Landing pages will increase your CTR and quality score, raise your Ads up the rankings and lower your cost-per-click bids.

Good Luck

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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