Main Subject - Business

Closing leads through your website requires a 3-step conversion process. Make sure you don't trip along the way.

Every salesman wants new leads. Good leads! The Glengarr

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

y leads! (minor digression here - If you're in sales and you haven't seen Glengarry Glen Ross then you need to rent it today). Good leads make salespeople happy. At least for a little while. They're

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

Examples of combination products may in

appy until they figure out the leads aren't that good, or until they figure out they're not such a good salesperson - good leads or not.

There are a number of ways you can cultivate leads on the Int

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

rnet. You could use your own website, an email list, a 3rd party website that you advertise on or any number of other methods that are available for getting your message out. Since most companies hav

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

a website, let's examine how they might get the most out of it.

Think of closing Internet leads as a 3-step process. First, you have to convert browsers to visitors. Unless you've got a really popu

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

Combination pro

ar company, or you've conducted a major offline campaign to promote your website, not many people are going sit down and type your URL into their address bar. No, they'll have to find your site while

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

they're browsing, either through search engines or some form of online advertising.

We won't go into the various ways to attract visitors, but you should always try to attract the the "right type" o

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

f browser - one who truly has an interest in your product or service. Anything else is unqualified traffic and serves no purpose in this admittedly myopic view of your online campaign. If you're rely

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

ng on search engines for traffic, be sure your site is properly optimized to attract quality traffic. If you're advertising online, try to target an audience that is as specific as possible. Web traf

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

ic costs money (even if it's free organic traffic from search engines - you had to build the site and optimize it, right?). Why waste that money on visitors who have no interest in whatever it is you

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

re pitching?

Speaking of pitching, the next step is converting visitors to leads. This is where you hit them with your "sales" pitch. If you're wanting to sell widgets, you'd better have a sales pit

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

Following aspects would a

h for widgets on the first page the qualified visitor lands on. We see example after example of companies that fail miserably at this. Their site is loaded with all kinds of information, but selling

dd to the challenges in developing combination products:

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

idgets is buried among pages and pages about Investor Relations, Press Releases, Corporate Officers, Company History and whatnot. If you want to attract and convert leads, don't send the visitors to

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

our corporate "ego site". Create a new site specifically for selling widgets, or at least build a separate page or sub-domain that has no other distractions for the interested buyer.

Finally the thi

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

rd step is converting leads into sales, or closes. On e-commerce sites you simply need to make sure your sales process is clear, friendly and easy. Don't make it difficult for someone to buy from you

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

If you're simply acquiring leads to pass on to your sales force or lead processors, it's critical that they understand the unique mentality of the Internet shopper. By its very nature, the Internet

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

Professional from academic institutions, pharmaceutical industries, health care indust

caters to those individuals seeking immediate gratification. They want things NOW and the Internet is right there just waiting to serve.

Knowing this, how long should you wait before contacting some

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

ne who's submitted a lead through your website? Based on our studies, we recommend contacting a potential lead within 30 minutes or less. If you're waiting longer than that, you're not alone, but you

.

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

are hindering your chance of success. The longer you wait, the more time that shopper has to keep shopping.

In summary, strive to attract qualified traffic, make sure your website is "selling" or at

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

Companies that provide selfless information through particip

least "qualifying" potential leads, and follow-up immediately with those leads that do come through your system.

Glengarry Glen Ross

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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Main Subject - Generating and Converting Qualified Leads Through Your Website

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