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Pay per click (PPC) search engine marketing (SEM) has been a key contributor to the resurgence of online advertising since the dot com bust. To know how big this segment is, one has to just look at Google—most of its revenues come from PPC advertising.

The popula

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

rity of PPC marketing can be explained quite easily: relative ease of setting up, negligible starting costs, total control of budget and spend, unprecedented reach for the advertising message and highly results oriented. The immediate visibility into the results (

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

Examples of combination products may in

nd thereby, the effectiveness) of a campaign that PPC marketing offers marketers unmatched flexibility to act instantly on the results. With PPC marketing, the marketer is in greater control than the advertising medium.

Yet, the fact is that PPC marketing has sti

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

l not been adopted to the extent to which one might expect it to—there is an inexplicable reluctance amongst many small to medium enterprises to experiment with PPC campaigns.

This can be attributed to inadequate awareness of the medium (search engines) and the m

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

thod (PPC). However, small to medium sized businesses and marketers wary of search engine marketing need to realize that if they can apply the same basics of marketing, the probability of a successful SEM campaign is very high.

A key differentiator of a PPC camp

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

Combination pro

aign from other forms of traditional advertising/marketing is the dynamic nature of a campaign. Couple that the ability to measure results instantly compelling a marketer to react and/or proactively alter campaigns to get a better ROI.

Let’s structure the executi

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

n of a PPC campaign into the following components:

• Mission: Define the objective of the PPC campaign clearly: is it to create awareness of a company or brand? Or is to drive traffic to let people read articles or buy something through a website or regist

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

r as a member? Whatever it may be define it—as this affects the other aspects of the campaign.

• Market: Who is the target market? How closely can the marketer define this market? Say, by geography, by age, by gender, by the search terms the market uses….

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

n the context of search engine marketing, the last mentioned is extremely critical, because the keywords used in a search engine demonstrate a certain intent and interest. As a marketer, your objective is to capitalize on that intent & interest.

• Medium:

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

The medium is of course a search engine but what I suggest here is to get more specific ie. which search engine do you advertise in? The obvious choice that comes to mind is the Google Adwords program, which is undoubtedly the most popular PPC platform. Yet, take

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

nto account the other factors such as the target market to decide your spend. For example, if the PPC campaign is targeted at 18 – 21 year olds in Singapore, evaluating whether Yahoo or MSN has a wider reach amongst this audience in Singapore than Google is import

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

Following aspects would a

nt.

• Money: The all-important budget. How much does one spend? How much does one need to spend? While the budget will in all likelihood be decided beforehand, the marketer may have to alter and adjust the budgetary allocations while setting up the

dd to the challenges in developing combination products:

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

PC campaign. The most popular PPC engines use variants of an auction model, where how much an advertiser is willing to pay has a significant bearing on the exposure the ad is going to get. Bidding is a dynamic process and a PPC campaign manager needs to monitor t

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

he bids and the money being spent on the campaign.

• Message: Like any other form of advertising or marketing, the importance of the message cannot be overstated. Can you get the right user to click on your ad? The success of your PPC campaign depends on w

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

ether you have been able to attract the user to the target website, and the quality and clarity of that message will determine will determine whether the user does that.

There is another part to the message component – and this is more critical to the ROI. What i

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

the message on the destination page (commonly referred to as landing page)? Is there an easily apparent continuity between the message that brought the user to that landing page and the message on the page itself? If not, you could almost safely assume that it is

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

Professional from academic institutions, pharmaceutical industries, health care indust

a non-productive click that dents the profitability of your PPC campaign.

• Measurement: One of the best things about online marketing and search engine marketing in particular is the availability of sophisticated reporting mechanisms that can provide vita

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

l insights into your campaign. With statistics on the campaign available as close to real time as possible (within a few hours), marketers don’t have to wait to do post-mortems of money-down-the-drain scenarios. Instead, smart marketers can quickly adopt the “mark

.

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

t, measure, modify, market” cycle to optimize their campaigns and increase their ROIs.

As the above shows, the foundations of a paid search marketing campaign are exactly the same as that of well planned, traditional marketing campaigns. Obviously, certain aspect

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

Companies that provide selfless information through particip

require more specialized knowledge, expertise and experience; but sticking to the above basics well will hopefully not only help overcome the resistance to adopt this marketing technique, but will also assist in executing and evaluating a PPC campaign effectively

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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