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Choosing between Pay-Per-Click Marketing and Search Engine Optimization is not a matter of measuring return on investment. There are major differences between the two approaches and the c

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

hoice between one or the other is based on different factors; you must understand the differences before a final decision is made. Here are the steps to choosing between the two.

Many we

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

Examples of combination products may in

marketers who have used pay-per-click (PPC) advertising, bothered by the ever-increasing cost of PPC or stung by instances of click fraud, are turning to search engine optimization (SEO)

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

s a substitute or replacement for their PPC efforts. The problem is that many of these advertisers then start comparing their returns on SEO and find these lacking.

Comparing PPC to SEO

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

s like comparing an IBM AS 400 mainframe to an Apple Powerbook – there is simply no comparison. They have distinct differences; they may be similar in that both are computers, but the dif

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

Combination pro

erences outweigh the similarities.

Choosing between PPC and SEO is not a matter of tossing a coin or playing rock-paper-scissors. You must have a clear understanding of each approach and

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

how to measure the return on investment of each before making a decision.

--- Step 1: Understand PPC Marketing ---

The key to PPC marketing is to think of it in the same way as ‘convent

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

ional’ advertising – the money you pay out results in the ‘display’ of your ad for a specific period of time. PPC marketing certainly works in the same way – the moment terms are settle

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

between you and the internet ‘channel’ you selected (e.g., the search engine) your ads can appear. The moment you stop paying, your ads will be removed.

Results for PPC advertising are

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

mmediate and measurable – you start getting results within days of your ad being posted on the search engine page and (most of the time), people stop visiting your site the moment your ad

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

s removed.

--- Step 2: Understand Search Engine Optimization ---

An SEO campaign, on the other hand, may have a defined start and end point (defined by the terms of the contract between

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

Following aspects would a

you and an SEO group) but the results can last beyond the contract’s termination date – simply because the measures put in place are, to a large extent, “permanent.”

Think of an SEO effor

dd to the challenges in developing combination products:

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

as your typical brick-and-mortar establishment – you have the place and the merchandise, while the SEO company paints the building, sets up window displays, puts your merchandise on displ

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

y and then waits for the customers to come in. If your SEO team did the job properly, people will ‘wander’ in.

You may decide to let your SEO group go after this and leave everything as

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

is, but people will still drop by because their attention will still be called by your site’s window displays, exterior paint job, merchandising display, or word-of-mouth even after the SE

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

team has left for other assignments.

--- Step 3: Understand the Differences between PPC and SEO ---

Therein lies the difference between the two. You can think of PPC as advertising –

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

Professional from academic institutions, pharmaceutical industries, health care indust

major investment with immediate impact and results, since people’s attention is called to your site – and people forget about you when the advertising is taken down (out of sight, out of

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

ind); SEO efforts, on the other hand, is a long-term investment that takes time to set up and implement – but will last until long after the effort is completed.

From this perspective, it

.

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 not a matter of ‘choosing’ between one and the other – there are specific conditions where one is preferable to the other (for example, if you need immediate results then PPC is the way

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

Companies that provide selfless information through particip

to go) or you can opt to go with SEO until you have the means to invest in PPC.

As was said, choosing one or the other is not a matter of a coin toss – there are other factors to consider

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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Any one can criticize, condemn and complain. But it takes character and self-control to be understanding and forgiving. It is also a much smarter way to live. Read about ways that are more effective since they lead to more solutions, improvement and change than any amount of criticism could ever do.

There are many benefits to starting your own affiliate business. These range from the freedom to be able to start your own simple business to create a part time income all the way up to having a full network of sites that can literally make you hundreds of thousands of pounds.

Product creation is usually one of the first concerns of an internet marketer. Conceptualizing a profitable idea and formulating a marketing plan to sell it is a relatively exhausting task. Not everyone is gifted with the creative juices to come up with a cutting edge concept. Fortunately, there’s resale rights marketing.

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