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Just Other Articles - Search Engine Strategies, Danny Sullivan, And The Velocity of Trust
At the Search Engine Strategies conference in New York City last week, Danny Sullivan's presentation set the tone and created a value proposition for the entire event.
His hour and one-half "Introduction To Search Marketing" was one of five concurrent programs to kick off the three day event. The folks at t
His hour and one-half "Introduction To Search Marketing" was one of five concurrent programs to kick off the three day event. The folks at t
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
he Hilton on 6th. Avenue had to string three large rooms together, with half a dozen huge screens and lots of audio so the people packed all the way into the back of the last room could hear and see what he had to say.
Danny is generally considered a leading light for anyone and everyone when it comes to art
Danny is generally considered a leading light for anyone and everyone when it comes to art
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
iculating how search engines work. But that was not what filled up these rooms.
His expertise about search engines is well known by the media and by anyone who has been around the development of search engine strategies for over a decade. But at least 60% of the people in the audience were not there for that
His expertise about search engines is well known by the media and by anyone who has been around the development of search engine strategies for over a decade. But at least 60% of the people in the audience were not there for that
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
reason either.
The majority of the attendees were there because of the five concurrent sessions, this was the only introductory one - and they were new to search. Some of us wanted to hear Danny because we'd heard his clear descriptions of the way things work before.
But for most of the people in the room
The majority of the attendees were there because of the five concurrent sessions, this was the only introductory one - and they were new to search. Some of us wanted to hear Danny because we'd heard his clear descriptions of the way things work before.
But for most of the people in the room
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
this was their introduction to search and Danny did not disappoint. He gave us all confidence in our decision to be there, reassured us that what looked too big and complex could be sorted out, and he helped everyone get focused so we could choose the remaining sessions more objectively.
His personable style
His personable style
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
put us at ease with virtually no acronyms and SEO shorthand during his talk. I don't know about you but I am sick to death of presenters who have to pepper their talks with expressions like "revolutionize seamless bandwidth", "engineer leading-edge action-items" or "incentivize wireless infrastructures" beca
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
use they think it's more important to impress us than it is to communicate with us.
Danny used concrete nouns that created real life images of things we are familiar with, like shoes. That alone gave us confidence that no matter how daunting the search marketing environment might be, here was someone who cou
Danny used concrete nouns that created real life images of things we are familiar with, like shoes. That alone gave us confidence that no matter how daunting the search marketing environment might be, here was someone who cou
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
ld explain in it plain English.
Danny began covering search engines in late 1995, when he undertook a study of how they indexed web pages. That study later evolved into the Search Engine Watch site that he founded and edited through November 2006.
And never once did he mention that his talk was part of his
Danny began covering search engines in late 1995, when he undertook a study of how they indexed web pages. That study later evolved into the Search Engine Watch site that he founded and edited through November 2006.
And never once did he mention that his talk was part of his
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
farewell tour. In fact it was another day at the office - except that his office is in an English village. His wife and two young sons joined him on his trip to New York and sat in the front row until the siren call of Toys R Us beckoned.
One of the nice touches, something only those of us in the front of th
One of the nice touches, something only those of us in the front of th
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
e room well before kick-off time saw was when he flashed a photo of their sons on the screen for them. It was so fast I'm sure not many people other than the boys saw it. All I got was a quick shot with a Kermit hat on one of them.
After that, no matter what he was selling - I was buying. Everyone I spoke to
After that, no matter what he was selling - I was buying. Everyone I spoke to
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
, none of whom really knew who or how important he was - said the same thing. He will be the face of search for them going forward.
His core presentation featured a massive amount of information on 77 slides. He went through them smoothly, has done this before - telling us from the start not to worry too muc
His core presentation featured a massive amount of information on 77 slides. He went through them smoothly, has done this before - telling us from the start not to worry too muc
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
h about the details because there was a major presentation for each of the content areas he was presenting.
We could sit back and simply absorb the logical flow.
As he moved through the overview from free search results, to search engine PR, and advertising I could sense that each of us was considering what
We could sit back and simply absorb the logical flow.
As he moved through the overview from free search results, to search engine PR, and advertising I could sense that each of us was considering what
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
is important to us - so we would know which of the following sessions we should attend and why.
What became clear for me was how the 20/80 rule applies to most of the thins we do when it comes to search engine marketing. That's when 20% of our activity will provide 80% of our results.
I was all ears, wanti
What became clear for me was how the 20/80 rule applies to most of the thins we do when it comes to search engine marketing. That's when 20% of our activity will provide 80% of our results.
I was all ears, wanti
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ng to know what we are already doing right and what we can get the greatest leverage out of so we can just forget the rest. We want our site to achieve what it can achieve with a reasonable amount of money, time, and effort.
Along those lines he said that page content is critical. Since we write stories for
Along those lines he said that page content is critical. Since we write stories for
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
business owners to read, page content is already critical to us. He said that our title tags are important and this is something we've been working on for the last three years. Our older content is indexed without regard to putting keywords in the title, so we'll just leave them the way they are.
He said tha
He said tha
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
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
t design issues had an impact on searchability and I was so thankful that our designer and our savvy software engineer were of one mind when they created our site. Another check mark on the positive side of the equation.
And he talked at length about linking with other web site and how important it was to be
And he talked at length about linking with other web site and how important it was to be
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
linked with trusted web sites where our readers already are. This was something we had never really done anything about - but I left there with some specific ideas of who we should be linked to and a conviction to work on getting links in the future.
With this new found knowledge a lot of people left the se
With this new found knowledge a lot of people left the se
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ssion knowing that there were things within their control, stuff they could actually do right now, that will end up influencing their search engine ranking.
Then they can concentrate on the hundreds of other things that will make incremental differences depending on the mood of the spiders and other crawlers
Then they can concentrate on the hundreds of other things that will make incremental differences depending on the mood of the spiders and other crawlers
.
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
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
tomorrow an the next day and the day after that.
Danny left us with three important tips.
First he said, don't ignore the free listings and the search engine PR because small changes like those above can reap big free rewards.
Second he said that we should not rely solely on free listings because
Danny left us with three important tips.
First he said, don't ignore the free listings and the search engine PR because small changes like those above can reap big free rewards.
Second he said that we should not rely solely on free listings because
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
they can and do change without notice. If you positively have to be number one on a search engine, consider buying ads that put you there.
And finally, that the next two and one half days of sessions and the exhibitors on three floors of the hotel will build on everything we had just heard.
And he was right
And finally, that the next two and one half days of sessions and the exhibitors on three floors of the hotel will build on everything we had just heard.
And he was right
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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