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Knee-deep in one-hundred-fifty-dollar text books and way too much caffeine- concentrated Starbucks coffee at Yale School of Management, I learned a basic, or what I thought was a basic concept - it was a notion of the “Consistent Value Proposition.” Surface level, the theory was sim

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

ple- when involved in providing a service or selling a product, every aspect of the customer experience must be consistent within the mindset of the prospect- from pricing to packaging, from customer support, billing, e-mail, and even company letterhead. If all these variables of th

; 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 business equation remain consistent, you will be on the road to satisfying the psychological need of consistency. Notice, I didn’t say that customer acquisition was a foregone conclusion. What I stated was that by satisfying the Homo sapiens need for psychological consistency, the

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

potential client is prepped to continue along the occasionally bumpy road towards a possible online action.

What exactly does the Consistent Value Proposition have to do with Ethical Search Engine Optimization?

There are two main schools or rather philoso

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

phies within the search engine optimization world. Thought number one is to work against the search engines and your clients with trickery, smoke and mirrors, unrealistic expectations and short term thinking. Method number two is to work in tandem with the search engines and your re

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

Combination pro

sonably expecting clients, by following the rules the search engines put forth to create a quality, user friendly, relevant, unique, valuable, engaging, sticky, thought provoking, fresh, and intuitive website. Working against the search engines in an unethical SEO or SEM manner may

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

commonly consist of:

Building doorway or cloaking pages
Creating link farms
The use of multiple domains with identical content
Purchasing links
Invisible text
Irrelevant content / misleading content
Automated software used to submit or trick the s

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

earch engines
Automated software that creates huge numbers of similar pages with little to no unique content
Automated software used to barrage other websites, search engines dialogue boxes, or online forms
Automated software that triggers clicks for PPC ads.

Workin

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

with the search engines means abiding by the rules that they, the search engines, set forth in each of their terms of service. The window into Google’s and Yahoo’s rules and regulations can be found for all to see at these addresses:

[Google] http://www.google.com/terms_of_service

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

.html
[Yahoo] http://docs.yahoo.com/info/terms/
[MSN] http://tou.live.com/en-us/default.aspx?HTTP_HOST=tou.live.com&url=/en-us
[AOL] http://about.aol.com/aolnetwork/aolcom_terms
[Ask] http://sp.ask.com/en/docs/about/terms_of_service.shtml

Working with the search

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

engines is a long-term and time intensive approach to improving your business - no quick fixes here - everything must be consistent to Google and the other search engines. This means that mouth-watering placements from working with the search engines may take longer and many more m

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

Following aspects would a

an-hours than option one’s alternative, which is pulling the wool over the search engines’ eyes. Why would I choose to work with the search engines if results may come faster and easier by bamboozling search engines such as Google and Yahoo? Well, for one, Google measures the import

dd to the challenges in developing combination products:

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

ance of every website by a system they call PageRank. PageRank is one of the ways Google parses sites that are relevant and legitimate from illegitimate, spammy or otherwise worthless websites. Tricking the search engines may cause a site to be blacklisted or even “Google sacked,” w

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

ich would in turn cause Google to not recognize any PageRank on your site – essentially rendering your search engine listings non-existent within the deepest potential pool of customers available.

We are now getting to the center-cut portion of what ethical search engine optimizati

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

on really is. Ethical search engine optimization can be defined as the philosophy of improving a website’s organic search engine listings by working within the bounds set forth by each of the search engines terms of service. An emphasis is placed on the long-term creation of relevan

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

content, a user friendly design, and a delivery system of fresh and valuable information. This long-term approach to business success is a logical extension of the consistent value proposition I was introduced to as an MBA student at Yale.

Let’s stay on this train of thought a lit

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

Professional from academic institutions, pharmaceutical industries, health care indust

tle longer. Every aspect of the client experience must also be consistent with the standards set forth by a given search engine optimization company. Whether an SEO company is optimizing a website, hiring an employee or intern, an SEO specialist must take care in considering the tot

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

ality and long term implications of the consistency of their decisions. Are my SEO’s actions setting me up for now or the future?

Taking on a particular client, with specific needs as well as expectations also falls under the ethical search engine optimization umbrella. Are you as

.

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

client aware that white hat SEO methods will undoubtedly take longer to realize higher rankings? Were you educated enough to understand this throughout the sales cycle, or was this sprung on your after your John Hancock inked the dotted line? Business ethics dictate that it’s your

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

Companies that provide selfless information through particip

SEO’s responsibility to do so, but common sense tells us that your joint long-term results as a team are really at stake. You should be aware and take an active ear to the overall candor and approach of your potential SEO partner- and remember, consistency and ethics go hand in hand

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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