Main Subject - Internet and Businesses Online

There has been a lot of talk lately and a lot written about Google's latest change to their Adwords algorithm. There have also been a f

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

air share of casualties from this change. Some people I've spoken to are complaining that their per click bids have rocketed to unsusta

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

Examples of combination products may in

nable levels.

One web site owner I spoke to, in particular, highlighted the fact that up until recently he had been paying about $0.50

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

per click for a particular keyword. Since the change at Google, his average cost has risen to about $4.50, which is a massive increase

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

to say the least.

So let me try and clear the air a little bit and give you some clarity on what’s going on. A lot of folks have creat

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

Combination pro

d specific Adwords web sites. What this means is that you get to a web site with advertising (using high priced keywords), you click on

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

the ad only to be taken to another page with ads and so the process goes on. Another problem is that a lot of these sites do not distin

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

guish between the content and the sponsored links. The publisher of the web site profits handsomely by only targeting the high paying k

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

ywords and not really having relevant content or a decent user experience.

More often than not the user gets frustrated and loses trus

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

, over time, in Google ads and will never click on a Google ad again. This isn’t good for Google’s long-term plans and in-turn it isn’t

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

good for the publisher’s of these web sites.

Google is steadfast on ensuring that web sites or more specifically – landing pages, have

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

Following aspects would a

relevant content and provide a unique user experience.

So what is happening now, is that owners of web sites which are specifically m

dd to the challenges in developing combination products:

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

de for Adwords, are being penalized. The problem is that legitimate sites have also suffered as a result of the changes at Google.

Goo

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

le aren’t saying much about the recent changes but a good point of reference is Google’s Adwords Guidelines.

The main points of the gu

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

idelines are:

• “Provide relevant and substantial content”
• Treat a user’s personal information responsibly”
• “Develop an

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

asily navigable site”

I personally regard point number one as being the most crucial, because if you cannot get your content right the

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

Professional from academic institutions, pharmaceutical industries, health care indust

you stand no chance. So before all you SEO Analysts and marketers out there start scurrying and redesigning, just remember that Google

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

is not unreasonable. As long as you remember the fundamentals, follow their guidelines and behave as a responsible net citizen – then

.

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

don’t see why you should have any problems.

Time will tell how these changes will affect Google’s bottom line, as a result of reduced

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

Companies that provide selfless information through particip

Adword sales. But I think it’s the right thing to do to ensure that Internet users benefit from relevant, reliable and targeted content

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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