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If you advertise with adwords you have probably realised that with recent changes to their system, the crowd

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

at google have made it very difficult to maintain a profitable adwords campaign. This applies to those promot

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

Examples of combination products may in

ng other peoples products or their own.

The way I used to create a keyword list for my campaigns was to use

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

he adwords sandbox to enter a bunch of keywords that were relevant to my market and just add whatever words i

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

t spat out at me.

It took me a while but I realized eventually that this wasn’t the best way to go about it.

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

Combination pro

Many of my keywords would become inactive and the ones that remained were ranked 17.2 and not seeing a lot of

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

action at all.

It annoyed me because as you probably know, on the adwords traffic estimate screen you always

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

seem to get a number of clicks that excites you but when you actually put up the campaign the results you se

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

are much different. Also I was always limited by the number of related keywords I could think up in my own h

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

ad. I knew about the power of ‘backdoor’ keywords but couldn’t think up enough of them up to create a profita

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

le campaign!

The point it changed is when I found a piece of software that could I could use to see the bid

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

Following aspects would a

results for large numbers of keywords at once so I could tell immediately which keywords were going to be the

dd to the challenges in developing combination products:

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

most profitable to use in my campaigns and which ones I shouldn’t bother with.

Not only that but this same p

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

ece of software will actually find for me the backdoor keywords that are generally less competitive and super

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

valuable for an adwords advertiser.

With this software I first find a market and a product I want to promot

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

then find a website about this product… I then insert this URL into the software and it will scan all the wo

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

Professional from academic institutions, pharmaceutical industries, health care indust

ds on the page and use certain technologies to tell me all other keywords related to that keyword that I woul

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

d never have thought of!

The result? More keywords, more backdoor and hence more profitable keywords and a l

.

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

wer cost, potentially higher conversion ad campaign!

The software is called Brainstorm Generator and can be

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

Companies that provide selfless information through particip

een via the link in this biography box. I highly recommend it as it is a very powerful tool.

By Andrew Hanse

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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Hi all! I decided to do something new and different this time. Every day of this week, I wrote down some lines (sort of like a diary) with the idea of explaining the current events going on these days. I hope it helps you to get an idea of how the life of a job hunter (just like me) is like. Monday I get up at 8am, it's always hard to start a week but I am excited about what’s going to happen this week.

eMail is here to stay (forever) - if our planet is completely dessimated, somehow somewhere there will be an Exchange server that survives. Companies are struggling today with the sheer volume of e-mail, and especially how to sort through thousands of message and know what constitutes a good message as opposed to junk.

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