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This article is in response to a number of conversations I’ve had recently with business people who ask about changes to their website. Usually the conversation goes like this. “Can you take a look at my website? I want

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 increase the traffic. I don’t seem to be getting many people to the site and don’t get any business from it.” I look at the site, get back to them with suggested changes and additions, and talk about what it takes

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

Examples of combination products may in

o drive traffic and sales on the web.

They consider the proposal and say to go ahead. They also ask, “So is that all I have to do? Am I done then?”

Then the resistance factor takes over. Websites are something they do

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

n’t understand, can’t do themselves, but think they need, and consider just another expense. It’s like having a tooth pulled…they just want to get it over with.

There is so much hype from people that have something to

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

ell that will “revolutionize your business” or “allow you to make money easily without working for it”. They imply, if they don’t say outright, that you put up a site and immediately started raking in the money, the lea

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

Combination pro

s, the sales. It does happen sometimes. BUT do you want to depend on luck? It can take up to 2 months for the search engines to discover your site and if you have broken any of the cardinal rules in the content or techn

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

ical end of your site, they might not be back. Then again, just because people find your site, doesn’t mean they are interested in buying what you have to sell.

If you think of your virtual business as being an integra

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

part of your bricks and mortar business, it makes sense to work on it. It should receive the same attention to grow and evolve. Think of it as a pipeline to deliver qualified prospects or as an opportunity to create an

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

ther, not so hands on, income stream that completes sales electronically. It’s a chance to reach clients who may not be attracted to your more traditional marketing and advertising.

Plan to either pay someone to work o

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

n your site on a regular basis or have your site designed with a content manager so you can easily update the site yourself. If you have to hire someone to make every little change, are you going to do it? Decide what

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

you want to call each page of your site. Write each name on a separate piece of paper and lay each out on the floor so you can see if the navigation of the site makes sense. There is a good reason that most sites are

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

Following aspects would a

aid out with similar navigation. It works; so don’t try to redesign the wheel.

The area of your site that fits in your browser without scrolling is the most important part of your site so put what’s most important to y

dd to the challenges in developing combination products:

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

our customers in that space.

Less is more, especially with website copy. People scan websites so consider that when writing and designing the layout of your copy. If you can’t tell visitors everything, at least tell th

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

m the things that are going to persuade them you can solve their problem.

One topic on one page. On a website there is no one door to access your business, there are as many entrances as you have pages. Help the search

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

engines figure out what each page is about by being as specifically focused as possible in the content of each page.

Add content on a regular basis to encourage the search engines to keep coming back to your site. The

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

single greatest reason that people search the web is for information. Give good information to them and they will come back and bring their friends.

Have someone experienced in SEO do your html titles and meta tags onc

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

Professional from academic institutions, pharmaceutical industries, health care indust

you have your basic site content done and your site is live.

Create multiple opportunities for people to find your site by encouraging other relevant sites to link to your site. Above all, keep looking for chances t

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

promote your site whether it’s at networking events you attend, trade shows, or in traditional marketing & advertising.

Change is a given. Life changes, people change, their wants and needs change. Successful business

.

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

es look at current results, watch trends, examine socio-economic factors, and look for opportunities. Responding to these opportunities requires non-stop marketing and modifications to keep appealing to your niche. The

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

Companies that provide selfless information through particip

reatest advantage a small business has is the ability to turn on a dime.

You can write the ending of your own story in any number of ways but if you intend to stay in business, marketing must be written into the script

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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You cannot avoid failure without avoiding success. For the optimistic risk-taker, failure is not something to fear because it puts you one step closer to success.

Very few businesses can claim to be prepared for the loss of key employees. Quite often it is an unexpected and unplanned for event that causes quite a bit of disruption to 'business as usual'. What can you do to prepare yourself?

When I first started my life as an entrepreneur I thought I was pretty focused on what I wanted. Instead I got the exact opposite. Working long hours for little or no pay, dealing with creditors, angry customers, unresponsive vendors, indifferent intermediaries, idiotic bankers, erratic sales, loaning money to the company, etc. Quite frustrating until I discovered that all of that had been a training ground of sorts that taught me the alchemy of turning problems into opportunities.

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