Main Subject - Business

I work for a small independent publishing company. The company is privately owned and we often use less traditional means to promote both our print and online publications. So it was not a big surprise when I was contac

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

ted by an account manager for a new behavioral marketing service. The company is called Soho Digital International and they have a number of market leading companies as their clients, including Dell, T-Mobile, Hotels.co

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

Examples of combination products may in

, Match.com and Travelocity. They are located overseas, not really sure how this effects privacy laws, and associated with Direct Revenue and the Best Offers Network.

My understanding of Behavioral Marketing was limite

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

to how ads can be displayed on a website, based on the users behaviour or interest in web content. I was notfamiliar with the Behavioral Marketing software so I visited the Soho Digital website for a description:

“Beh

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

vioral marketing works from a simple idea: that consumers will consent to viewing targeted ads in exchange for free software for their computers.”

The key question here is really consent, how does a consumer consent to

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

Combination pro

receive ads on their computer? The answer is that user downloads some software, usually for some other intent, and the software records where they go and what they do online. The software also provides the mechanism 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

display a pop-up ad based on the user's behavior online.

This leads to the next question, which software includes this behavior recording and ad display? The answer isn’t easily available on the Soho Digital site but b

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

visiting the Best Offers Network you can see some of the partner software. They include the following:

* Eliminate Spam

* Luke the Screenwasher

* Smiley Source

* ID Theft Radar

* Sam Free Skype Radar

* Record-n-

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

ip

* Mahong

* Atomic Clock

Each of these software packages includes a EULA ( End-User License Agreement ) that is about 6 pages long. I believe the most relevent statement in the EULA is :

“This Software will collec

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

t information about websites you access and will use that information to display advertising on your computer.”

I think this makes the intent of the software fairly clear but it does assume the user reads the EULA. Its

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

fairly well known that most users do not read the EULA and just click NEXT, NEXT… through the installation. There is very little information outside of the EULA on the software's behaviour and the user has no control ov

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

Following aspects would a

r what information is provide and when ads can be displayed.

So exactly how exactly does the Behaviour Marketing component work? My account manager at Soho assures me that there are several options to position my adver

dd to the challenges in developing combination products:

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

ising.

* Targeted URLs

When a user goes a target website, presumably a competitor, the software can launch a popup with my website displayed. Is there any limit to the number of URLs? Not really, it depends on how man

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

y the advertiser is willing to pay for.

* Key Word Based

Its also possible to have your ad displayed when the user starts entering data related to certain key words, either in the URL string or on web page forms. Is t

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

ere any limit to keywords? No, not really it depends on the how much the advertiser is willing to pay.

* Time Based

If I have a time sensitive promotion, for example an election, err.. time limited sale. I can display

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

my ad on periodic basis for a a given time period. For example if I have a time sales special going on for a month, I could have my ad displayed every day when the user starts their web browsers. Is there any limit to t

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

Professional from academic institutions, pharmaceutical industries, health care indust

e sales period or the display interval? No, depends on the advertiser again but the account manager doesn’t recommend displaying the ad repeatedly more often than every 15 minutes. Can you imagine getting the same ad ev

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

ery 15 minutes?

Targeting a demographic with this Behavioral Marketing system is not really possible. Soho can isolate customers to a particular geographic area though. In my case they would even be able to provide my

.

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

ds only to customers in the Province of Ontario, Canada.

Conclusion

Soho claims to have 25 million users of that can receive their Behavioral Marketing advertising. While it can be tempting for small companies, and ev

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

Companies that provide selfless information through particip

n large ones like Dell, do use Behavioral Marketing Software I don’t believe it’s the path to customer loyalty. Ultimately I don’t believe you’ll attract meaningful customers by annoying them with unexpected advertising

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 truth about chewing gum pollution. Uncover cost effective methods that will help your conquor the chewing gum pollution plague and fast.

The competition for performing arts schools is tough and indeed it is important for those who are in such an industry to pay special attention to branding. Recently, I met a gentleman who started a performing arts and actors training school during my travels and he called it V-Stages.

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