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Digg It - Marketing Tips for Your Company Website
Nowadays, staying competitive involves more than just having a website – retailers need to maximize their web presence. This involves a combined effort of leveraging your website, integrating online a
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
nd offline marketing efforts, and communicating effectively online.
Susan LaPlante-Dube, Entrepreneur.com columnist and president of Massachusetts-based Precision Marketing Group, offers the followin
Susan LaPlante-Dube, Entrepreneur.com columnist and president of Massachusetts-based Precision Marketing Group, offers the followin
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
pointers to assure you’re getting the most out of your website investment:
1. Online marketing is marketing
“Like all successful marketing efforts, you must develop a clearly defined goal for your
1. Online marketing is marketing
“Like all successful marketing efforts, you must develop a clearly defined goal for your
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
website and have an understanding of your online target market,” says LaPlante-Dube.
She encourages retailers to decide whether their site will:
replace their sales and marketing kit
close sales
c
She encourages retailers to decide whether their site will:
replace their sales and marketing kit
close sales
c
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
eate a secondary revenue stream
serve as a virtual storefront
support other marketing activities by providing a professional online presence
Most cellular retailers will choose all of the above, wi
Most cellular retailers will choose all of the above, wi
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
th less emphasis on closing sales and creating secondary revenue. The next step, adds LaPlante-Dube, is asking yourself if you can accomplish these objectives with your existing target market. In othe
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
words, you must be certain your would-be customers will use this website for the above purposes.
“Be clear about what you want your site to accomplish,” she says. “Clarify your objectives and measur
“Be clear about what you want your site to accomplish,” she says. “Clarify your objectives and measur
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
ements to know if your investment brings you the expected return.”
2. Design and content are equally important
“When visitors arrive at your site, the overall look and feel determines whether they s
2. Design and content are equally important
“When visitors arrive at your site, the overall look and feel determines whether they s
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ay or move on. Your site needs to reflect your brand and be consistent with your other marketing pieces. Also, your site needs to be easy to use and navigate. So design is important.”
Once a visitor
Once a visitor
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
has decided to stay, it’s up to your copy to keep them there. It should be relevant and answer visitors’ questions, logically directing them to important points and enticing them with calls to action
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
hroughout the site.
“Use familiar language, anticipate their questions, address problems they have that your company solves – speak to your target market so they feel you ‘get it.’”
Susan LaPlante-D
“Use familiar language, anticipate their questions, address problems they have that your company solves – speak to your target market so they feel you ‘get it.’”
Susan LaPlante-D
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ube’s website copy tips:
Use “we” instead of “I” if you want to be perceived as a larger company. Keep content fresh and updated so visitors want to return. Keep copy brief and to the point.
Inclu
Use “we” instead of “I” if you want to be perceived as a larger company. Keep content fresh and updated so visitors want to return. Keep copy brief and to the point.
Inclu
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
e clear calls to action. Phrases like “Call us,” “Sign up for our newsletter,” and “Complete our survey” will prompt visitors to take action.
Make it “sticky”: Figure out how you can keep people on y
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
our site. Use a one-question survey that provides immediate results, direct them to helpful information and encourage them to browse your online store.
Offer tips and advice. This reinforces your exp
Offer tips and advice. This reinforces your exp
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
rtise and adds value to your site, which will bring people back.
It’s not about you – it’s about the reader. Your home page should not be strictly self-promotional; it should address the problems and
It’s not about you – it’s about the reader. Your home page should not be strictly self-promotional; it should address the problems and
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
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
challenges your customers face, and tell them how you can solve them.
3. What happens next?
LaPlante-Dube says the keys to getting the most out of your online investment can be summed up in three w
3. What happens next?
LaPlante-Dube says the keys to getting the most out of your online investment can be summed up in three w
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
rds: Leverage, integrate and monitor.
Leverage: Create an inexpensive postcard about your site, with an offer that compels people to log on. The offer could be a coupon for 10 percent off, for exampl
Leverage: Create an inexpensive postcard about your site, with an offer that compels people to log on. The offer could be a coupon for 10 percent off, for exampl
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e. The better the offer, the more traffic you’ll get.
Keep a “What’s New” section updated on your site to list new clients, promotions or favourable news articles. Also, link your site everywhere you
Keep a “What’s New” section updated on your site to list new clients, promotions or favourable news articles. Also, link your site everywhere you
.
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
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
sensibly can.
Integrate: Put your website’s URL on every printed marketing piece you have: business cards, brochures, Yellow Pages ads, invoices, coupons, etc. Hang a banner with your URL across your
Integrate: Put your website’s URL on every printed marketing piece you have: business cards, brochures, Yellow Pages ads, invoices, coupons, etc. Hang a banner with your URL across your
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
storefront. Wherever you put your phone number, but your web address there too.
Monitor: Statistics help you determine your return on investment. Review site statistics quarterly and look for trends
Monitor: Statistics help you determine your return on investment. Review site statistics quarterly and look for trends
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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