Main Subject - Internet and Businesses Online

Pay-per-click advertising campaigns ( PPC ), like Google Adwords or Overture’s, can play an important role in the development of qualifi

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

ed Web Site traffic. Set up a pay-per-click campaign the right way and a quiet Web Site can turn into a buzz-saw of activity and product

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

Examples of combination products may in

on. Set it up wrong, and you can throw away a lot of money.

Jumpstart Web Site Traffic with Pay Per Click Advertising

Pay-per-c

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

ick campaigns can increase the popularity/visibility and improve the “organic” listings of a new Web Site that would otherwise receive p

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

or rankings. After a set budget is reached, the campaigns can be easily revised or cancelled.

Supplement Web Site traffic with Pay P

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

Combination pro

er Click Campaigns

Pay-per-click campaigns can be used periodically to take advantage of timely events like sales or events and can

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

be used to test the demand for new products or services.

Primary Web Site Traffic Through Pay Per Click Advertising

Due to the

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

igh level of control and tracking provided by pay-per-click campaigns, the cost effectiveness can be clearly identified. The conversion

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

ate of traffic delivered by pay-per-click campaigns, and the sales and leads they generate, may far exceed the cost.

Pay Per Click A

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

dvertising Campaigns and Keywords

The Keyword List developed for use in SE Optimization is also used in creating pay-per-click camp

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

igns and can be the most important factor impacting the success of a p/c campaign.

Pay Per Click and Traffic Conversion

If you

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

Following aspects would a

hoose to implement a pay-per-click campaign, it is important to be able to accurately track the success or “conversion rate” of any camp

dd to the challenges in developing combination products:

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

ign. This requires the creation of success pages that include the code necessary for recognizing a browser that has been referred by a p

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

articular pay/click campaign.

Conversion: SEO Vs. Pay Per Click Advertising

When looking at conversion by campaign goal, Market

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

ngSherpa compared paid search to SEO and found the following:*

• Average of all campaigns: SEO ( Search Engine Optimization ) had highe

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

conversion rates (4.2%) than paid search (3.6%)

•Delayed e-commerce / service purchased campaigns: SEO had higher conversion rates (6.

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

Professional from academic institutions, pharmaceutical industries, health care indust

%) than ppc advertising (4.2%)

•E-commerce products / service purchase campaigns, SEO had higher conversion rates (4.1%) than paid sear

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

ch (3.8%)

*SOURCE: Website Services Magazine, May 2006

The above information highlights the importance of SEO in website design

.

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

Pay per click advertising is a great way to jump start traffic to a website. Pay per click advertising should not be relied on as your

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

Companies that provide selfless information through particip

only source for driving traffic to a website. Current studies are showing that ppc advertising can also boost your natural SEO rankings

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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