Main Subject - Internet and Businesses Online

A very quick history lesson; a hundred years ago, many advertisements had no headline. Or, they simply promoted product features.

In those d

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

ays, advertisers simply listed features of a product or service, and just expected people to buy.

For example, if they were selling cars, Fo

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

Examples of combination products may in

d might say that their vehicle had six seats and a powerful engine. Those were features; aspects and characteristics of the item for sale. Fe

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

atures tell you what you actually get, or what the product physically is, not what it does for you.

It worked for a while. But then some sma

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

t advertisers figured out that if they pushed the benefits of their wares, rather than features, it worked better.

By clearly stating the be

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

Combination pro

efits to the consumer of what they were selling, advertisers found they sold more stuff. Why?

By immediately seeing a benefit laid-

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

out before them, an individual could immediately see what an item could do for them, without having to translate a product feature into a hum

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

n benefit.

This vital lesson has stood the test of time and has proven response benefits in today’s Google PPC ads. Keep this in mind when y

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

ou’re writing your ads, as it’s critical;

- Benefits of your product or service should go in the first line of ad text
- Features sh

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

uld be placed in the second line of ad text

For example, let’s say we wanted to advertise golf balls on Google. What we might start

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

ith, for the keyword ‘golf balls,’ is something like this;

Ultra Range Golf Balls
Massive 400 Yard Drives are Yours.
Here w

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

Following aspects would a

ith Acme Rubber Coated Balls.

In the first line of ad text, we’ve stated the benefit (achieving 400 yard drives). And in the second line

dd to the challenges in developing combination products:

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

we’ve stated a feature of the product that goes some way towards justifying how the benefit is possible.

Also note what we put the keyword

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

(golf balls) in the headline, and in the display URL. This forces the keyword to show as bold in the headline, ad text and display URL.

Here

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

s another ad, for the keyword, ‘book printing’. One of the main benefits of a book printing service is that someone does the printing work fo

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

you. Quickly, and with little effort on your part.

So, let’s try the following format;

The benefit is saving time with little effort. So l

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

Professional from academic institutions, pharmaceutical industries, health care indust

et’s place that in the first line.

Two features are quick, five-minute service and low prices. So those go in the second line.

Our ad will

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

herefore look like this;

Easy Book Printing
Save Printing Time with Ease.
5 Minute Copies. Low Prices.

By the way, low

.

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

prices in themselves are not a benefit, they’re a feature. The human benefit of low prices is….saving money.

What You Need to UNDERSTAND

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

Companies that provide selfless information through particip

There’s a certain, well proven order that benefits and features should be placed in any PPC ad text. Disregard this advice at your peril

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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Planning the corporate party may be a job that is no one's idea of a good assignment but the party itself can be fun. Striking the delicate balance between light socializing and appropriate corporate conduct is the tricky part.

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Main Subject - Confessions of a Google AdWords Winner - Part 1

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