Main Subject - Internet and Businesses Online

Driving traffic from PPC (pay-per-click) or email campaigns to your home page is a mistake. You must deliver on the promise in your lead ad copy if you hope to convert traffic. Dumping people on a home page and forcing them to navigate their way to what they want is a strategy

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

for failure.

Ideally, you should be driving your traffic to a landing page that focuses on conversion. This site should be independent of your main website and its sole purpose should be converting traffic.

A landing page is a single page focused on a single idea. The focus

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

Examples of combination products may in

is the action you want the user to take. This action defines your conversion. A conversion could mean a purchase, an email address in a lead generation campaign, or some other clearly defined action.

This article outlines a few guidelines to consider when designing a landing

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

page, but there is no substitute for testing. If you can measure it, you can improve it. You can dramatically through testing with the Google Website Optimizer.

Layout

Landing pages work best when designed as a single column. You should also ditch any navigation

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

elements. The only choices a landing page should offer a user is to move forward through the conversion process or to leave.

You want to keep momentum moving forward, and not have the eyes wandering all over the page. Multiple columns and navigation kill forward momentum. Othe

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

Combination pro

r momentum killers are graphics and copy unrelated to the offer.

Keep your critical elements above the fold. The visible elements that the user sees when landing are critical. Research shows you have 8 seconds to convince users to stay on your site. What they see must convinc

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

e them they are in the right place and give them a reason to stay.

Make sure your call to action is above the fold. Your call to action should repeat for each screen full of data that the user sees while scrolling down the page. Above the fold is also the best place for your

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

hero shot, or product image. Images work best to the left of text.

Headlines

The headline may be the only thing a visitor reads before they leave. This makes the headline the single most important piece of copy on the page. It should be compelling and match the a

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

d copy from the lead, whether the lead is a PPC ad, and email campaign, or a banner ad. Visitors must know in a glance that they have landed in the right place or they will bail.

Most visitors will scan your entire site before deciding whether to read your copy. Design your l

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

anding page with scanners in mind. Do your headline and subheads tell your story? Try going through your copy and reading only the headlines and subheads to make sure they are compelling.

Subheads should be included for every major information point. This serves to break up co

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

y and makes reading look like less work. The copy written under each subhead should mirror the major points.

Bullet points are essential for any lists. Don’t just string lists of information between commas in never ending paragraphs. Turn them into bullet point lists.

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

Following aspects would a

Forms and Buttons

Never ask for more information than you absolutely need. People are hesitant to give out personal information. Make sure the information you are requesting is relevant and tell the user why it is relevant. Having a visible privacy policy next to any f

dd to the challenges in developing combination products:

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

orm copy will also help. Whatever commitments to privacy you make you should be prepared to keep.

Test you buttons. Experiment with graphical elements and with button copy. Make sure the copy is compelling. “Submit” is not compelling. Try “Buy it Now” or “Download White Pa

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

per”. Just as with link text, button copy should tell the user exactly what happens when they click it.

Testing

The Google Website Optimizer is a free and powerful tool that can measure the ef

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

fects of different elements on its ability to convert. You should definitely use this tool.

Testing is vital to know what elements work. Guesswork is not an option. Measure your page and tweak elements to increase conversion.

Which Elements to Test

The beauty 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

multivariate testing is that you can test multiple elements to see what works. But this doesn’t give you license to take a shotgun approach. Here are a few things that can have profound impact on conversions and should always be tested and tweaked:

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

Professional from academic institutions, pharmaceutical industries, health care indust
>
Calls to Action
Caption Copy
Button Copy
Form Design and Length
Graphical Elements
Body Copy

If you’ve done no prior testing I guarantee you that testing and tweaking these elements will at least double your c

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

onversions.

Conclusion and Resources

Web landing pages are probably the most critical element in the conversion funnel. Focus on tweaking and testing key copy and page elements. Match the lead copy and the landing page copy, and make a clear and compelling call to

.

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

action.

The two best resources I can suggest for landing page design are Marketing Sherpa’s Landing Page Handbook and the Google’s Website Optimizer page. The Landing Page Handbook is a bit pricey, but full of valuable information. The Website Optimizer is priceless a

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

Companies that provide selfless information through particip

nd costs you nothing. Be sure and see my article on increasing conversion rates with the Google Website Optimizer for tips on landing page testing

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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