Main Subject - Internet and Businesses Online

Search engines are a good way to bring free traffic to your website, the problem with this method is that it takes time to rank highly in Google and other search engines…and we all only have a limited amount of time.

The challenge

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

here is to create a money-making machine that attracts prospects, reels them in, converts them into customers and repeats the process all over again.

There exists such a system for bringing in instant traffic: pay-per-click adver

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

Examples of combination products may in

tising (PPC). Up to now, Google Adwords, is the most effective search engine to drive traffic to your website and convert that traffic into customers. The bad news is that about 95 percent of PPC advertisers end up throwing several

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

hundred bucks down the hole before they even begin to understand how pay-per-click works. What's more, there are many business owners who, after being burned to the tune of several thousands of dollars, give up on PPC advertising b

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

ecause they don't get how it works.

The main feature of pay per click marketing –and an advantage as well- is that you pay only for visitors that come to your site (no upfront costs - every "click" while being an expense is also a

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

Combination pro

chance for you to convert that visitor into a customer). You pay a certain amount "per click" on your ad. If nobody clicks on your ad, you don't pay a dime... and also get no visitors. The goal is to get many TARGETED visitors, whi

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

le paying as little as possible per click. Really clever!

Your ads are displayed in the search engines according to what people are searching / looking for. (i.e. If someone search for "newborns care" and you're bidding on the ter

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

"newborns care", your ad will be displayed when someone searches for that phrase.

There are two major PPC ad engines:

1. Google Adwords 2. Yahoo Search Marketing (formerly Overture)

While they are both very effective in pullin

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

g in traffic, I normally use Google Adwords (and I'll explain why later).

I don't discourage you from using Yahoo Search Marketing. In certain niche markets the YSM network is still not hyper-saturated (unlike Adwords, where the c

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

mpetition is higher) and you may be able to realize serious short-term gains if you play the PPC game right.

What I would discourage you from is to using a PPC ad network other than Adwords or YSM. Beyond these two, the situation

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

is pretty bleak with poor traffic quality, click fraud and lack of a sizeable user base; all contributing to an abject failure.

Successful PPC campaigns are based on three things:

. Focused Keyword Research · . Compelling Ads .

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

Following aspects would a

Effective Landing Pages

Each of these subjects will be treated separately in future articles as they require a full explanation.

For now, I would like to cover some basics of Google Adwords Campaigns.

Campaigns

A campaign cons

dd to the challenges in developing combination products:

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

sts of one or more Ad Groups. The ads in a given campaign share the same daily budget, language setting, location targeting, end dates and syndication preferences. You normally create separate campaigns for separate projects as the

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

se are intended to promote different products or sites. For each campaign you create Ad Groups to target sets of related keywords.

You can have most of your questions answered about Google Adwords features at tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ds.google.com/support/?hl=en_US" target="_blank">Adwords Help Center

Ad Groups

This concept is quite often underused and hence the high percentage of failure in Adwords ppc campaigns. It is VERY important to make good use of

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

this feature.

An Ad Group contains one or more ads which target one set of keywords. This comes in extremely handy when you are targeting focused keywords, as you can set up different Ad Groups for different sets of keywords. This

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

Professional from academic institutions, pharmaceutical industries, health care indust

is particularly important in competitive markets. For example, let’s say you start a campaign for the “insurance” term. As this is a extremely untargeted and very expensive term (you could not compete with the “big sharks” bidding

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

on this term) it is preferable to set Ad Groups for targeted terms like Auto Insurance, Affordable Insurance or Health Insurance. Each of this terms will have a separate list of related keywords, separate ads (you can have in Googl

.

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

2 ads for each Ad Group for split testing of ad performance) and separate landing pages with relevant information targeted for each Ad Group.

This is how you play the Adwords game….

In your campaigns your Ad Groups should ideall

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

Companies that provide selfless information through particip

y be tightly focused around a sub topic, but how you select this sub topic and how you determine if it’s profitable to put that set of keywords into a separate group is a different matter.

This will be discussed in future articles

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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