Main Subject - Internet and Businesses Online

Search Engine Copywriting... People Still Come 1ST

When it comes to writing your Web site copy, you must balance the needs of your target audience with search engine

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

optimization (SEO) - what the search engines read. Here are the 5 keys to help you succeed with both your site visitors and the search engines as you approach searc

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

Examples of combination products may in

engine copywriting.

1. Comprehension and Attention Span

Assume your site visitors must understand the primary benefit you offer them in 30 seconds or they'll be

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

gone. This most important benefit must be in your headline.

A strong, enticing headline is the single element of your Web copy you cannot live without. Studies show t

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

e right headline can increase response to an offer exponentially - and, only one in five people get beyond the headline to read the rest of your text.

2. Format and L

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

Combination pro

yout

Short copy blocks will serve you well, highlighted by bullet points, keyword-rich links, and subheadlines.

Multiple, specific subheadlines create immediate cont

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

xt when a visitor is exploring your site. Make sure they can always see at least one headline on the screen. Like magazine index headlines, they are summaries of what

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

s to come.

3. Write for Your Readers

Readers of Web copy (in English) most often start in the upper right hand corner, drop their eyes toward the bottom of the page,

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

and then ascend to the upper left. The order in which they read is:

a. Headline

b. Subheadlines

c. PS

d. Price (or order pg)

e. Actual Text

Which means, all of t

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

ese elements must be present.

Above all, write to the needs of your audience. Put yourself in their place and ask: "What's in this site for me?" That's what they real

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

y want to know, regardless of whether you are marketing or simply delivering information.

The next two elements are to do with writing for the search engines.

4. Key

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

Following aspects would a

word-Rich Copy and Theme Indexing

Determine what keywords or keyphrase your entire site is about - a keyphrase people use often on the search engines. To pick heavily

dd to the challenges in developing combination products:

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

searched, popular keyphrases, try WordTracker: (http://www.wordtracker.com/)

Write your entire site around this keyphrase for powerful 'theme indexing', a process use

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

by search engines to determine your entire site's primary theme.

Theme indexing search engines include AOL, Altavista, Google, and MSN. Each in their own unique way

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

valuates your site using your page titles, meta keywords, the description tag, page headlines, general content and links. Which means, your keyphrase must be present i

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

each.

5. Word Placement on the Page

Search engines read from the top of the page down in the HTML code, or roughly from the upper left to the lower right of your vi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ible text. Therefore, it's in your best interest to use a keyword-rich phrase in the upper left corner of your Web page.

Use your primary keyphrase in the first 25 wo

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

ds on your page. Use keyword-rich hyperlinks.

Seek a balance of 3-7% keyword-density. Check this before you submit pages with the free Keyword Density Analyzer (http:

.

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

/www.keyworddensity.com/). Better yet, check your top competitors for an exact read on what specific search engines are really looking for.

Words power the Web, for b

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

Companies that provide selfless information through particip

th people and search engines. Following these 5 basic steps will help you use your Web words to maximum advantage, and achieve search engine copywriting mastery

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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