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In just about any form of marketing, when something works it gets repeated to death until the strategy is no longer effective. Good product tag lines get over used (got milk?, got sand? got Jesus?), TV

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

shows have to get more and more "cutting edge" (NYPD Blue, Family Guy, CSI), and movies have to be bigger and better than their predecessors (Matrix, Lord of the Rings, Pirates of the Caribbean). It's n

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

Examples of combination products may in

t long until yesterday's big thing is today's normal thing.

Online marketing, especially link building, is similar. While there is no replacing the concept of building a good site worthy of links and l

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

tting people know about it, there are actually numerous strategies available for attracting good links through solid marketing efforts. In any kind of marketing it’s good to have multiple strategies, or

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

multiple paths, which one can travel to get to the goal. Putting aside the whole concept of persona marketing which understands that you need to reach different people via different means, it's a good i

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

Combination pro

ea not to put too put all of your time, money or effort into a single marketing approach. Again, this is especially true with link building.

Over the past few years we've seen the rise and fall of sing

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

le-path link building practices: automated reciprocal links, link swapping, link buying, link spamming, etc. I'm not suggesting that all of these methods are dead or useless, but their use as a quick an

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

easy solution is extremely limited. Many times, when one finds a link strategy that works, they drop all else and run with it. This tactic gets broadcast on the online forums, others jump on the bandwa

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

on and soon enough, that strategy becomes moot to the overall process of search engine optimization. It's no longer effective, but out of habit (and ease) people continue to follow that single-path, unt

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

l the next great path is discovered.

With online marketing there are many paths to the same goal. There may be well over 100 paths o

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

link building alone but not all the paths lead to the goal for every client. You can't just find one that works and run with it, you need to find several that work for one client, and several other

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

Following aspects would a

s that work for each other client.

For example, paths A, D, F and G may be great for client X but not for client Y which needs paths H, L and P. Then you might have client Z that will best be suited fo

dd to the challenges in developing combination products:

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

link building paths D, P, S and V. Client Z's link paths overlap with X and Y a bit but also has a couple paths unique to it as well.

That's why link building isn't so easy. Most people are comfortabl

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

working within their own boxes. They like to develop strategies and checklists that take them from point A to point B, but start to get confused when each client needs to take a slightly different path

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

that hasn't yet been mapped by the marketer, a path unique for that particular client's needs. Well hey, that's just like real marketing.

This is why single-path link building just isn't very

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

ffective anymore. Each client can have a dozen link building paths that are unique to them alone. The job of the SEO is to determine which paths are right for which client. This can take some trial and

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

Professional from academic institutions, pharmaceutical industries, health care indust

error but ultimately each client should have a good handful of link building paths to choose from.

Be cautious of any new link building path you learn about. All paths may be legitimate, but not all pa

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

hs are legitimate for every client. Each new path you learn, consider carefully whether its for you or not. Most of all, if you find a link building path that works, great. But don't put all your links

.

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

n that one basket. Find the other link building paths that work for you because you never know when one or more paths will become obsolete from overuse or abuse. Multiple path link building helps you ke

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

Companies that provide selfless information through particip

p your linking efforts on solid footing achieving a variety of link types. Too much of a single type of link looks like obvious manipulation, something the search engines don't like and you should avoid

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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