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So you are thinking about doing some online advertising to drive traffic to your 501c3 website – good idea! Using these advertising mediums is the NEW way to advertise. Forget billboards in Ti

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

mes Square or commercials during the Super Bowl, using online text ads to advertise your charity is extremely affordable (usually $5 to get started) and simple to use.

The two major players are

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

Examples of combination products may in

Google and Yahoo! Google with its AdWords program and Yahoo! with its Sponsored Search program are 2 of the very best.

There is a lot to consider when playing this game and I have advertised

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

on both. Here is a quick comparison of each online advertising program – with a BONUS section that every nonprofit advertiser should read and understand.

1. Free Advertising Money
Since y

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

ou are going to start advertising online somewhere it is kind of nice to get some free advertising money to play around with. The most free advertising money offer I have seen from Google is $5

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

Combination pro

0. Not bad. Yahoo! has them beat by offering $100.

Free Advertising Money Winner: Yahoo! Sponsored Search

2. Intuitive Control Panel
Now that you have an account, you need to be able to

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

get around and use it. Honestly after months of using both, I still get lost/confused at the Yahoo! interface.

Intuitive Control Panel Winner: Google AdWords

3. Help Me with Keywords
Bo

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

th programs offer a nice little feature where you can enter in a few basic keywords about your business and lots of keywords will display for you. This eliminates the thinking needed to come up

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

with search terms that people would normally use to find your website.

Help Me with Keywords Winner: Tie

4. Keywords
Google AdWords lets you add an unlimited (or at least I have not foun

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

d a limit) number of keywords to an Ad Group. Yahoo! limits you to 50. This is a major negative.

Keywords Winner: Google AdWords

5. Network of Publishers
When you advertise with any of

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

these programs your ads show up on that website. Google and Yahoo! also offer content publishers a way to monetize their website by allowing them to carry your ads and split the profit. Google

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

Following aspects would a

calls this a “Content Network”; Yahoo! calls it “Content Match”. I have noticed that the number of impressions in Google’s “Content Network”, is at least 5X greater than the impressions with Y

dd to the challenges in developing combination products:

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

ahoo’s “Content Match”.

Network of Publishers Winner: Google AdWords

6. Reporting
Knowing who is searching for what nonprofit keywords and click on which ads is vital. Google AdWords sta

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

ts are in real time, Yahoo! Sponsored Search stats are updated once a day. I also find Yahoo! Sponsored Search graphs less helpful than Google’s.

Reporting Winner: Google AdWords

7. Payment

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

r> Paying for your advertising is very different between the two programs also. Google AdWords accumulates your advertising clicks and bills your credit card once a month. This makes for easy

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

accounting (especially if you have to run this expense by your board of directors). Yahoo! Sponsored Search makes you set a minimum advertising account balance and charges your credit card whe

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

Professional from academic institutions, pharmaceutical industries, health care indust

never that dollar amount is reached. This could potentially result in multiple credit card charges throughout the month.

Payment Winner: Google AdWords

BONUS TIP
While Google AdWords see

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

ms to be a better charity advertising experience than Yahoo! Sponsored Search I would recommend splitting your advertising dollar on BOTH advertising programs in order to increase search engine

.

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

optimization (SEO) and gain advertising exposure.

When the “Content Network” or “Content Match” websites display your ads and a search engine spider crawls the page, it will think that it is th

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

Companies that provide selfless information through particip

e publisher’s website that is linking to your website – increasing your nonprofit websites back links (website that link to yours). This will bring your charity website up in the search results

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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So often when small-business people design their advertising or their glossy three full-color brochures they do way too much bragging. It is if they are trying to impress themselves with all of their achievements.

If you’re in a situation where negative publicity is front and center in search results, there are ways you can reclaim search engine real estate for your corporate identity. Though you can’t make negative results disappear from the search engine indexes entirely, the following strategies can help them slip off the first few pages of search engine results.

Too many business people simply cannot stand the onerous over regulations that have to do with OSHA and that is a shame that our own government is so hostile to the business community and yet there must be some way to change this perspective. Indeed, OSHA needs a much better public relations program.

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