Main Subject - Internet and Businesses Online

For B2B companies, part of any good e-commerce strategy is measuring key performance indicators (KPIs). The importance of identifying proper online KPIs cannot be stressed enough. Time and time again I have se

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

en organizations measure metrics that do not accurately indicate success areas in their online campaigns as they relate to ROI. Quite often it seems as if the online key performance indicators are not aligned

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

Examples of combination products may in

with the company’s overall KPIs being measured.

Remember that an effective KPI should incorporate the following:
1. They must reflect your business or organization’s goals.
2. They must be measurabl

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

e.
3. They must be a key factor for the success of your company or organization.

In order to measure a KPI properly, it is important to understand what a key performance indicator is, more specifically w

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

hat a web or online key performance indicator is.

Web Key Performance Indicators Defined

An online key performance indicator is a metric that will help your organization define and measure progress toward yo

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

Combination pro

ur website's business objective. Key Performance Indicators are quantifiable website measurements that reflect whether you are successfully meeting or falling short of your websites business goals.

Online key

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

performance indicators should align with your company’s overall goals. Depending on the type of site you have, KPIs will differ. It is fair to say that, due in part to the lengthily sales cycles that B2B site

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

have, most B2B sites tend to be lead generation sites. As a result these lead generation sites have a handful of metrics that should be measured. Example of key performance indicators for lead-gen sites can i

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

nclude:

• New Account Signups
• Page Stickiness
• Contact Us Form Completions
• Drivers to the Registration Process

Determining which KPIs to track can be daunting as there are numerous metric

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

s out there. For example, tracking page views and the cost per page view can be important. Page views represent the amount of times your pages are viewed by the people who visit your website. It can be an impo

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

rtant measurement if you have a very high trafficked content website looking to sell B2B advertising in the form of banner ads or the like. The trick is to identify key (with an emphasis on key) metrics that r

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

Following aspects would a

eflect your business or organization’s goals. As goals change so will your key performance indicators.

Online KPI Trends in 2007

So what’s in store for online key performance indicators in 2007? I expect tha

dd to the challenges in developing combination products:

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

t measuring online progress will become the main focus of many online campaigns. The point needs to be made that measuring your online KPIs accurately is not an easy thing to do. Consequently here are some exp

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

ected trends and a few predictions with regards to online key performance indicators in 2007.

• Selection of robust web analytics package(s) will become essential.
• More than ever before, organizations

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

ill be looking to analytics experts for education on how to set up their web analytics package(s) to track proper KPIs and conversion paths.
• Education about online key performance indicators will become

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

a responsibility of marketing managers as they look for ways to communicate the importance of online marketing campaigns to management.
• Identification of proper key performance indicators will become e

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

Professional from academic institutions, pharmaceutical industries, health care indust

ven more difficult as marketers look to creatively promote their organization’s web presence. As a result secondary conversions may distract marketers and web site owners from tracking the proper KPIs and the

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

metrics that matter.
• Revisiting existing company KPIs so that they incorporate online performance metrics will become more of a focus for many B2B organizations.
• Many site owners and marketers wi

.

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

ll continue to measure overrated metrics that do not effectively measure their site’s progress in the competitive online space that exists.

Part of a successful online marketing campaign in 2007 means trackin

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

Companies that provide selfless information through particip

g and measuring the proper key performance indicators for your websites. You may want to re-evaluate the metrics that you are currently measuring. Are they reflective of where you want to be in 2007 and beyond

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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