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Many of the industrial web sites we build are designed for the industrial distributor needing an effective, search engine friendly solution to selling their products online. Whether this involves

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

an e-commerce solution or not, given the ample amount of content and multi level category/product pages this often involves, things can get messy, and quick. Special care must b

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

Examples of combination products may in

e paid to usability in order to safe guard (and promote) conversion.

“Navigation Design plays a primary role in the effectiveness and usability of a website.”

This your con

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

tent we’re talking about here.In talking about how to structure a navigation for ease of use, and ultimately increased conversion, we first must make this point - yell - this point:

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

Your navigation is the bloodline of your website: it is literally the road map your visitors use to find - and buy - your products.

Plainly, your navigation is really, really, really important.

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

Combination pro

Here are some quick questions and tips to bear in mind when considering how a navigation re-structuring could help your conversions as well as your search engine positioning:

1. Ask you

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

r self — what are my customers searching for?

Believe it or not, thorough key word research can play a vital role in planning your navigation. Are people searching by

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

heme? By part number? By company name? For example, a company that sells robotic palletizers may offer specific types of palletizers and parts for use in various applications. But if com

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

pany finds that more people are searching for a products specific application (in the event they dont know what an appropriate product is) it would make sense for their navigation to be presented

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

congruently. Find out what they want to know, and them provide them with that information in a streamlined, intuitive way.

2. Ask yourself — What do I want my visitors to do?
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
>

Many industrial product sites have e-commerce capability, and a surprising many still do not, relying heavily on strong calls to action. In either case, you know you want your visitor
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
s to buy your products. Does that mean clicking on a landing page? Calling a telephone number? Requesting more information? Whatever your conversion goal, the information that your customers need
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
in order to make a justified purchase confidently, should always be presented first. Your visitors care less about “about us” and “shipping information” than they do about the actual pr
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
oblems they came to your site to solve.

3. Think like your customers, not like your company.

If I am a visitor looking for a specific kind of pump, I want to
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
be able to quickly find that pump on your site, easily garner the information I need to make the purchase, and feel confident in taking the next step. If I am looking for a pump for a specific ap
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
plication, but I do not know specifically what kind of pump I need, I need to be able to quickly ascertain this information so that I can buy. If you were thinking like your company, you might se
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
gment your navigation into terms only you can understand…such as ‘example pump company ULTIMATE pump-series’ followed by ‘example pump company SUPER pump series’ etc. This might make sense under
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ormal conventions, but to your visitors it means sifting through tons of pages to find what they want…and statistically, you’ve got 4 seconds and 3 clicks to grant their wish before they leave yo
.

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
ur website.

For further tips on designing a web site for conversion; an informative, in depth perspective on “driving conversions in B2B Search optimization” can be found at : http://ww
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
w.industrialsearchenginemarketing.com

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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Digg It - Effective Navigation Design To Boost Conversion On Industrial Product Sites

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