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Web content, or the subject matter you include on your site - text, images, diagrams, information, forms, etc. can directly affect how, when and if a visitor will buy.

These days, most business

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

buyers and potential partners will review your site before they do business with you. In a study by Enquiro, 93.4% of all B2B buyers performed online research before making a purchase decision,

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

Examples of combination products may in

ith an average of 19.2% going directly to a manufacturer's site first.

So in the creation or redevelopment of a company website, where do you start? Design, functionality and programming all com

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

e later - first, you need to decide what information and tools your site needs to deliver to your market.

Think of your site as an interactive brochure that speaks with different groups and conv

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

rts visitors into prospects and customers. It's an extension of your brand and an example of the quality of work you do. By developing your site with richer content and some basic marketing fun

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

Combination pro

tionality, you broaden your potentially lucrative marketing capabilities.

There's a lot to think about, but here's a basic process to get you started:

1. Identify who will visit your site, the

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

n list the information & tools that each "profile" will want and need. For example, if you sell to three different customer segments - Fortune 100, midmarket, and small businesses - you'll need

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

o offer content that speaks directly to each segment. Profile your visitors in as much detail as possible; try to identify what they really need each time they visit your site, then add that con

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

tent to the list.

2. Gather internal ideas. Invite someone from each department/team in your company; ask what content could help them improve the way they reach out to sell or service custome

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

s. You can do this in a series of one-on-one meetings or hold a brainstorming session. At this point you're just collecting ideas so add everything to the list.

3. Identify content that can h

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

lp you sell to prospects who find you online. Keep in mind, most business buyers use the web to find information about products, vendors, and solutions for their problems. And the higher the pr

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

Following aspects would a

ice of the product/service, the earlier the buyer starts the search.

4. Identify content that you'll need for marketing campaigns. Consider content such as special organic search landing pages

dd to the challenges in developing combination products:

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

paid search landing pages, email newsletter section, news section, downloadable white papers, webinar archives, signup forms, etc. You'll want to make sure your site is ready to handle these ac

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

tivities.

5. Check out your competitors. What content do they offer that you haven't already identified and should include on your own site?

6. Miscellaneous ideas. Is there anything else y

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

u may want and haven't already thought of? Browse other industry sites, article directories, award winners, even business sites in vastly different industries - you never know where a great idea

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

will strike!

This process may take a day, a week, or multiple months depending on the complexity of the site and the content needed.

Now that you have a long list, it's time to prioritize. Wha

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

Professional from academic institutions, pharmaceutical industries, health care indust

t do you absolutely need right away and when will you reasonably be able to tackle the rest? Clarify what you'll need in the short, medium, and long term and remember that you can launch section

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

on a rolling schedule.

What happens next? This list goes a long way in helping you and potential vendors/developers understand the scope of your project. If you're developing the site in-hous

.

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

e, your next step will be to organize the content to create the site architecture, copywriting needs, and SEO initiatives. Then start defining your requirements for look-and-feel, functionality,

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

Companies that provide selfless information through particip

technology, and reporting.

If all of this sounds overwhelming - you're not alone. But remember -- with a clear strategy and your market's needs in mind, you can create effective website content

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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The topic of sending attachments by e-mail is not one that is discussed as much as it probably should be. It is easy to attach a file to an e-mail. Almost too easy! E-mail programs allow you to attach almost anything, regardless of the size and format without giving the sender any sort of guidance as to the consequences of their actions.

Establishing a web presence on the internet is based on two factors when you are on a budget, your willingness to devote time to your marketing efforts, and knowing the true facts of what really work...

Imagine comic Robin Williams has written your Web site copy. What would it be like? Now imagine president George Bush wrote your Web site copy. Which author would you prefer?

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