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It is not merely a rule of thumb but a foundation for various business models on the Internet: Your web site eith

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

er receives traffic for free through so-called “organic” search engine results or you simply have to buy traffic.

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

Examples of combination products may in

If your website is to be found among the top-ten search engines results for a competitive term like for example

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

Hawaii rentals” on Google you have to beat 19400000 other web pages that Google has listed in its index for this

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

eyword (August 2006). Not an easy task – that is why buying instantaneous traffic from a Pay Per Click Program is

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

Combination pro

such an excellent online marketing technique and wonderful business for the providers alike.

Pay Per Click (PPC)

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

describes an advertising method in which advertisers pay each time someone clicks their ad. The major PPC systems

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

include Google Adwords, Yahoo Search Marketing Solutions and MSN adCenter, all of which place PPC ads along with

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

their search engine results and their network of website as well. The cost per click can range from some 5 Cents

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

o as much as 50 USD and more, depending on the competition for that particular keyword. If clicks are very expens

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

ve, the cost might eat up your complete margin and hence render this online advertising tactic impractical.

Cost

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

Following aspects would a

is the obvious disadvantage, while advantages include that is very quick and reliable to generate traffic (litera

dd to the challenges in developing combination products:

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

ly minutes), which is on top easily measurable. Measuring results is crucial to determine whether a PPC system ca

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

be profitable for your website:

The key metrics to understand are conversion rate and breakeven click value. Th

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

e conversion rate is the proportion of casual visitors to your website who become paying customers. A conversion

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

ate of 2 percent would mean for example that 2 out of 100 visitors buy from your site. The breakeven click value

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

Professional from academic institutions, pharmaceutical industries, health care indust

hen is the maximum amount of money you can afford per click in order not to loose money.

At this point it is sim

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

ly a numbers game to determine if Pay Pay Click Programs are feasible for your website or not. And this obviously

.

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

is also determined by the nature of the products you are selling: The higher the value and margin of your product

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

Companies that provide selfless information through particip

, the higher the breakeven click value and thus, the higher the likeability that PPC system do make sense for you

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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Not your performance, their performance. The audience must go out and apply the information you have given or they wasted their time. Even worse, YOU wasted their time. As speakers it’s our obligation to supply practical methods for the crowd to make our words and ideas reality in their lives.

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