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One of the most common mistakes marketers make is getting too involved in the creative. It could be as innocuous as suggesting that a pa

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

rticular colour is more appropriate for the background or that a model of every colour is better on your print ad! Don't get me wrong, i

; 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 is imperative that you be actively involved in creating the brief and work with your freelancer or agency to ensure that what is creat

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

ed is on strategy. However, you shouldn't try to influence the creative based on your personal perspective or values. It's all about con

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

ecting with the consumer. "Let consumer insights be your guide". Note what target consumers are saying and thinking, and what truly matt

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

Combination pro

ers to them. Give this to them - not what you think matters. Do what traditional marketers do!

So what does this have to do with search

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

engine marketing? Many online marketers try to compete and rank for keywords that are particular to their industry since those are the

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

ords that are commonly searched. Higher rank equals higher sales right? Shhh…don’t tell your competitors.

Here's the challenge:

As inc

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

redible as it sounds, you are not the only one trying to get a decent page ranking using this method. Yes you may end up in the top 50 o

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

ut of millions of web pages but really, does anyone click past the first page? Okay, you may be the exception. How about the second page

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

Let’s assume you are getting some clicks based on your bought keywords and organic rankings. How many convert into sales for you? What

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

Following aspects would a

is the cost per conversion? I would suspect it is not something that you’d want to proudly promote on your blog. But hang on to those c

dd to the challenges in developing combination products:

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

onverting keywords – you’ll be leveraging those soon enough.

Back to traditional marketing. Remember the consumer insights? What matter

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

s to your customers? This is what you will be using to create more impactful campaigns. You are not determining what is communicated, th

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

consumer is. So why not use this same traditional marketing principle online?

Here’s the solution:

Stop using CPC campaigns for gener

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

al keywords that everyone else is using. Differentiate (yet another traditional marketing term). Pull out those converting keywords. Don

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

Professional from academic institutions, pharmaceutical industries, health care indust

’t worry if they don’t make sense to you based on your knowledge of your industry. You’re not the one buying your product or service – t

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

e consumer is. Let consumer insights be your guide.

Take the money you saved on general keywords and reinvest it into the converting ke

.

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

ywords. Work your SEO efforts around this. Do this again. And again. And again. And again. Each time you look at the converting keywords

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

Companies that provide selfless information through particip

, you are gathering consumer insights.

Applying traditional marketing strategies to your online activities will help improve your sales

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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