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The number of consumers making purchases online continues to rise, many companies now use Search Engine Marketing (SEM) to 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

ry and drive more visitors to their web site so they can take advantage of this growing market.

There are two main forms of

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

Examples of combination products may in

SEM that can be used, they are Pay Per Click (PPC) advertising and Search Engine Optimisation (SEO). It seems that people ar

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

often unsure as to which type of SEM to choose when promoting their business.

PPC - This form of advertising brings traffi

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

to a web site through visitors clicking on an advert, every time the advert is clicked a charge is made to the advertiser.

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

Combination pro

he advertiser bids on certain keywords to bring only relevant traffic to their web site. Through this process they can contr

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

ol the total level of their advertising budget.

SEO - A number of different factors relating to a web site can be altered t

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

make it appear higher in search engine rankings and therefore attract more visitors. The factors that can be changed includ

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

the site content, the actual coding of a site and the external links which point to it.

The best type of SEM to use in ord

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

r to promote a business online depends on the specifics of the market and the goals of the company.

Benefits Of PPC

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

In most cases the web site does not need to be changed at all.

It is very quick, you can often start seeing results within

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

Following aspects would a

hours of activating a campaign.

You only pay when your advert is clicked.

You can pick which keywords to bid on.

The resu

dd to the challenges in developing combination products:

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

ts can be tracked allowing continual improvements.

You can choose the page that users are sent to.

It is possible to targe

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

specific countries and regions.

You can rank highly for any keyword if your budget is large enough.

PPC can be a very eff

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

ctive way to promote a web site. However the main drawback is that once you stop spending your adverts stop showing, there i

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

no long term return for the expense.

Benefits Of SEO

Visitors from search engine results do not cost you a penny.

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

Professional from academic institutions, pharmaceutical industries, health care indust

The rankings a web site achieves through SEO can continue for a long time after the work has been done.

Over the long term

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

SEO can be more cost effective than PPC.

Visitors are more likely to trust a site they find in the rankings, they feel it h

.

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

s been 'approved' by the search engine

The main problem with attracting visitors to a site using SEO is the time it takes t

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

Companies that provide selfless information through particip

achieve results. You can expect to wait at least a month, and sometimes longer, before you see any real increase in traffic

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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It's easier to do it all yourself. You respond to all the requests, questions, challenges and mistakes of your people. By fixing them. But then it all gets a bit much

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