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In a competitive environment, marketing is an integral part of a business and requires significant effort

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

to reach out to people. Businesses employ various media like TV, radio, print, etc to promote their produc

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

Examples of combination products may in

s and services. Through these media, businesses pull people to attract attention, elicit interest and fina

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

ly buy their products and services.

With the advent of Internet, businesses have gone online and establis

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

ed their own websites. Internet, as a virtual world, has thousands of websites offering similar products a

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

Combination pro

d services. How does an online user search for the products and services that satisfy his needs for the be

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

st bargain? How would online businesses pull a prospective customer to their websites? Where would they ad

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

ertise?

Pay-per-click (PPC) advertising is one of the powerful marketing tools employed by online busines

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

es. PPC advertisements are placed in websites and search portals and the business model is advertisers pay

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

the host only when the advertisement gets clicked. When a prospective customer searches for products and s

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

rvices, he/she goes to search engines and types some keywords related to what he/she wants to buy and the

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

Following aspects would a

search engine returns with listings along with advertisements of products related to what he/she is search

dd to the challenges in developing combination products:

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

ng. Each time any of the prospective customers click any of these advertisements, the advertiser has to pa

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

a predetermined amount to the search agency.

The features of this tool are the advertiser pays only when

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

someone clicks through the advertisement and the advertiser can decide which position/space he/she wants t

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

e advertisement to be placed in the web page. The latter one is decided by the amount one bids for. The ad

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

Professional from academic institutions, pharmaceutical industries, health care indust

vertiser who bids for the highest amount gets the top slot. The challenge for online advertisers is to ide

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

tify the keywords the prospective buyers key in when they search for products/services.

Businesses can ut

.

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

lize various search engines like Google, Yahoo, etc to list their websites. PPC is ideally suited for smal

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

Companies that provide selfless information through particip

and medium businesses and is employed by various sectors like hotel industry, travel, consumer goods, etc

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.justanswers.org.ua/article/72998/justanswers-PPC-Advertising.html">PPC Advertising</a>

BB link (for phorums):
[url=http://www.justanswers.org.ua/article/72998/justanswers-PPC-Advertising.html]PPC Advertising[/url]

Customer service, determination and persistence can level the playing field against any business. Focus on your strengths rather than your competitor.

If you don't remember anything else about marketing, remember this: Frequency is king. Part 3 in a case study article series on how one small online business became a success on a very limited budget.

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