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FACT

Most tourism destinations and companies spend lots of hard earned money on advertising and promotion to get clients to visit or take their trips, but rarely know what was effective. Or worse, what was a total loss.

This can be frustrating and potential

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

ly fatal if you don't get the results you need.

"The most important measure is financial return," stated Eric Grothwoll, former marketing director for successful multi-sport adventure company OARS. Eric generally receives better than 3 to 1 return on their promotion

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

Examples of combination products may in

al investment. "All promotions work in conjunction with each other. I am always looking at what's working and what's not."

John Willard, president of Wilderness Expeditions agrees, "Tracking advertising saves money." John found that by monitoring their advertising a

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

d promotions monthly and making changes as necessary; his advertising and promotions was far more effective without spending more money.

E-Marketing - The Most Trackable Marketing

Savvy businesses effectively use staff and technology to capture useful infor

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

mation about their prospects who visit their website.

"It's important to have log reports that are detailed and give you good marketing information. This is something you should insist on from your Internet service provider", Laurel King of Adventure Sports Online s

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

Combination pro

ated. The software they use is called Web trends and tracks the top ten URL's used to access your site, top key words used, pages most often hit, average time stayed, etc.

Tourism marketing with the internet (E-marketing) is one of the best strategies to track exact

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

ly what key word phrases are getting traffic and what ads yield the best return on investment. Google AdWords allows you rotate two different ads for the same group of key word phrases. What this means is the market will tell you, based on your click through rate (CT

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

R) what offer has the highest response, i.e. demand.

It gets even better. Google, unlike Yahoo Overture, Google will even LOWER your cost per click (CPC) for your ads with higher CTR. More web traffic for less money. Plus Google has free conversion tracking to dete

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

mine your return on investment for e-newsletter sign-ups, brochure requests and reservations. Go here for more information on Google AdWords travel advertising and an au

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

dio seminar on his subject I recommend.

A Word of Caution

Google does have some subtle nuances that if not done right, will cost you a bunch of money with little return. But with a little guidance and some tips, you can out market your competition easily.

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

ccording to Dan Austin, Co-Director of Austin-Lehman, “The source of the inquiry is the most important. How did they hear about us?" Every lead, whether it's from the phone, internet, in-house mailing or from a trade show gets a "source code" on their computer. These

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

Following aspects would a

source codes allow you to run reports about your prospects. Additional important monitoring methods include the clients geographic area, are they a repeat guest, when they want to travel, what offer they responded to, who were they refereed by, etc.

It's important

dd to the challenges in developing combination products:

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

to remember that profitable advertising and promotion is a blend of what your offer looks like and communicates as well as where it is placed. Often clients run an ad that their friend designed, for only an issue or two to "try it out". Because they may not have gott

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

n immediate response, advertisers often blame the medium. It may be the ad was not compelling, lacked a good offer, placed in the wrong media or all the above.

Travel Advertising Tips:

Re-assess quarterly with print and weekly on Google Adwords to make sure

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

your advertising money is working for you. Use your website log report to determine your source of visitors, path of traffic on your site. If your log reports show that most prospects are leaving after less then 1 minute – your website needs major work to enhance ret

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

ention which will lead to more sales.

Your success is gauged by cost effectively converting prospects into paying clients. Prospects do not pay the bills, only sales.

Converting Prospect Into Sales

What experience are prospects and clients having of your co

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

Professional from academic institutions, pharmaceutical industries, health care indust

pany when they want to reach you? Staff are your number your gateway to sales or a waste of your travel advertising investments. I liked what Eric at OARS said, "Marketing makes the phone ring. Staff really makes the difference in converting them into a sale". Your s

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

taff should be knowledgeable on all the products or services you offer. If your staff is sold on the company, they will transfer their enthusiasm to the client.

Follow-Up

Make a commitment to process literature requests and get questions answered on a timely

.

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

basis. Establishing rapport and credibility with your prospect is key.

Persistence

Your prospect should have your company or destination name at the top of their mental list. Postcards, brochures, newsletters, E-mail newsletters, testimonials, display ads, y

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

Companies that provide selfless information through particip

ellow pages, association, etc. can all perform well if there is continuity in the message and you are persistent.

Travel Advertising Tip:

Remember to ask on your outgoing answering machine message, questionnaires, etc. how people found out about your company

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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Gravitational Marketing is about returning to the roots of what advertising is really all about. But, the question is... What is real advertising?

In this view the idea of tipping is compared with performance management. The client is the one who evaluates the performance. And as tipping is often used in restaurants and bars, the client is the customer who is receiving the service.

One area of note in the commercialisation phase is the Hype Cycle. The Hype Cycle is one model that helps measure, monitor, benchmark and predict the reaction to an innovation. This is important as innovations, by their very nature, raise expectations, sometimes to unrealistic levels. A good example is the Internet boom – where traffic supposedly “doubled every hundred days.”

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