Main Subject - Internet and Businesses Online

As click costs rise, many companies who are already investing in active pay per click marketing campaigns are looking toward hiring a search engine optimization company to supplement their marketing portfolio in order to increase their exposure and reduce their

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

advertising spend. In some cases, frustrated by click fraud and increasing click costs, marketers are using search engine optimization to completely replace pay per click marketing. However, these companies will often try to evaluate search engine optimizatio

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

Examples of combination products may in

using the same methodology that they had used for pay per click - by figuring out the cost per click.

In almost every case, a campaign created by a reputable search engine optimization company will eventually garner lower per-click costs than pay per click ma

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

rketing for any industry. Yet using cost per click to compare the effectiveness of these two separate disciplines is comparing apples to, well, anything other than apples. The crucial difference between these two approaches is that pay per click marketing is m

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

re of an advertising investment, while search engine optimization is more appropriately likened to an investment in infrastructure. While both have their merits in terms of increasing a company's online exposure, it is important to understand the differences in

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

Combination pro

the respective investments and to determine why cost per click is not a fair indicator of the performance of a search engine optimization company.

Pay Per Click Marketing

Advertising investments of all kinds, from billboards to print ads to television

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

spots to pay per click marketing, all share a common trait. They exist in the public eye for as long as a company is willing to pay for them. Stop paying, and they disappear. True, a print ad may continue to exist for a while after it runs (until the newspaper

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

r magazine gets recycled, at least), and a television spot may get attention if it wins any awards (or winds up on YouTube). But a pay per click marketing campaign will simply vanish as soon as the budget is cut. This means that when a company reduces its adver

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

tising spend in this arena, it loses all of its exposure immediately.

What does this really mean? Well, for one, it means that figuring out the average per-click costs of a pay per click marketing campaign makes sense because everything happens in real time.

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

pay per click campaign will begin nearly instantly after a company signs up and pays, and it will vanish just as quickly when the company ceases payment. In other words, there is a clear delineation of when a campaign begins and when it ends.

This delineation

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

is important, because it excludes many other potential factors that muddy the waters when you try to apply this same ROI analysis to a campaign created by a search engine optimization company.

Search Engine Optimization

As said previously, utilizing a

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

Following aspects would a

search engine optimization company can be likened to making an investment in the infrastructure of a business rather than an investment in advertising. This is because with search engine optimization, there is no clear delineation of where the benefit from the

dd to the challenges in developing combination products:

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

ampaign ends. If a business stops paying its search engine optimization company at any point after the campaign has been launched (presuming they have hired a decent search engine optimization company), there will continue to be results from that campai

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

gn for an extended period of time - usually many months or even years.

Of course, it is not recommended that any business actually quit an ongoing SEO campaign because a good search engine optimization company will always be expanding and honing that campaign

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

ver time to make it more successful over the long term. However, budgets get revisited and revised. Decision makers can change. And if the budget for SEO does get cut, a business will continue to see results for long after. How, then, can you determine valu

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

on a per-click basis? The simple answer is that you can't.

It should be noted that while maintaining ongoing results after payments have ceased is a big upside to search engine optimization, the inverse downside is that an effective campaign put in place by a

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

Professional from academic institutions, pharmaceutical industries, health care indust

search engine optimization company can take some time to implement, and the results may not appear for weeks or months. A search engine optimization campaign takes patience, effort, and, most of all, time. If a business needs its marketing campaign to be up an

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

running immediately, pay per click marketing is going to be a better short-term choice.

Conclusion

It is important to recognize the innate differences in pay per click campaigns and search engine optimization when trying to quantify results. A pay per

.

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

click marketing campaign can have a definitive beginning and end, which makes cost per click a good way of determining ROI. Yet the results gained from hiring a search engine optimization company, although an SEO campaign can take much longer to implement, wil

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

Companies that provide selfless information through particip

outlast the results from a pay per click campaign if a business ever needs to cut spending. And this is where the notion of analyzing the effectiveness of a search engine optimization campaign on a cost per click basis breaks down.

(C) Medium Blue 2007

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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Main Subject - Investing In Pay Per Click Marketing Or Search Engine Optimization - A Company Decision

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