Main Subject - Internet and Businesses Online

Why You Must Track By Subscriber Source and Revenue

Let us assume that you have a campaign that nets you 1000 subscri

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

bers, costs you $100 dollars, and one of those subscribers buys something from you for $20.

Now assume that another c

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

Examples of combination products may in

ampaign nets you 100 subscribers, at the same cost of $100, but 10 of those new subscribers buys something from you fo

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

r $20 – for a total revenue of $200.

Which of these campaigns was more effective?

The answer is easy – the one that

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

netted you $200, not the one that netted you $20.

But if you did not know which campaign each of the buyers came from

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

Combination pro

, you might only assume that you made a net profit of $20 on both campaigns combined – and possibly assume that both c

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

ampaigns were equally unprofitable. You might even make the far worse mistake of assuming that since the first campai

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

gn brought you 1000 subscribers, that the bulk of the revenue was from that campaign.

So you can see that it is not i

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

mportant how many subscribers, the conversion rate of the subscribers, or any other number of things that are un-relat

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

ed to revenue.

The only thing that really matters is the net revenue.

So you need to know only two things – where ea

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

ch buyer comes from, and how much they spend. That is all you really need to know, in the long run. Sure, conversion

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

Following aspects would a

rates are cool – squeeze page conversions are nice to study, seeing 100’s of new subscribers come into my campaigns d

dd to the challenges in developing combination products:

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

aily is cool – but none of that really matters.

To give you another example of this, my benchmark at one time with my

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

list was that every email I sent out would net me $100.

Some days I would run these stupid campaigns where I would o

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

ffer some crazy product for $5. I might get 200 hits to the sales page, and sell 20 of these $5 items – for a 10% con

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

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

Professional from academic institutions, pharmaceutical industries, health care indust

gement-Services.htm">conversion rate was pretty cool.

But I remember the day when I introduced a $47 product that

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

got about the same number of hits – let us say, 200. And I sold 4 of the $47 product, for a total of $188. Now, 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

conversion rate dropped to 2% from 10% - but my income almost doubled.

So it is important to look at the bottom line

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

Companies that provide selfless information through particip

when making decisions – the percentages and tracking statistics are cool – but they don’t make you money on their own.

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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