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A case study in online “thinking outside the box”

The Fair Measures Corporation Web site, at

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

http://www.FairMeasures.com contains over 500 pages of free in-depth legal information and analysis, provided for both employers and employees.

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

Examples of combination products may in

It includes a monthly e-newsletter, and an “Ask the Lawyers” page where visitors can post additional questions. The site attracts frequent media at

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

ention, and has been featured in “HR Magazine”.

A few years ago we completely restructured the site to add content for the many employees who com

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

there looking for information. Previously, we'd been concentrating on the traditional markets for Fair Measures - human resource professionals and

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

Combination pro

managers who hire Fair Measures attorneys for workplace training programs. But we realized that in doing so, we were missing out on a very differe

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

t audience for their expertise - and one that really only exists in the online context.

How did we know this? In two main ways:

1. by lo

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

king in our traffic analysis at the key search phrases that brought visitors to the site; and
2. from the content of questions submitted to “Ask

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

the Lawyers”

We could see that many visitors were looking for information around sexual harassment, overtime exemptions, Internet e-mail monitori

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

ng and privacy issues, and wrongful termination. Employers wanted to know how to create policies and practices that would protect them against cost

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

y lawsuits, and employees wanted to enforce their rights.

So, we created a whole series of new products - instantly downloadable online guides an

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

Following aspects would a

sample policies around these topics. They are available in Word, pdf, and html formats - at the buyer’s choice, and come with a full money back gu

dd to the challenges in developing combination products:

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

rantee. The price point - currently $10 for the guides, is intended to encourage impulse purchases.

The latest of these products - “Wrongful Ter

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

mination Guide” is now achieving a nearly 5% conversion rate in sales. This is far higher than the average 1-2% that is typical of most e-commerce

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

ites (and perhaps indicative of the current economic climate!) And, with real-time traffic analysis from 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

ory.com/">http://www.websidestory.com/ we are tweaking the language and length of our selling pages to see what’s most effective with each audie

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

Professional from academic institutions, pharmaceutical industries, health care indust

ce.

Our downloadable products are now generating a steady additional revenue stream, from a source that is very different from the traditional ma

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

rkets for this company.

So, lessons learned (and still being learned) from this exercise:
1. Be open to new and different potential audiences

.

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

for your online business;
2. Study your traffic analysis - there are many valuable clues as to visitor needs that can be translated into new pro

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

Companies that provide selfless information through particip

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/30222/diggit-Fair-Measures-Corporation.html">Fair Measures Corporation</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/30222/diggit-Fair-Measures-Corporation.html]Fair Measures Corporation[/url]

Technology provides often a source for change. But also, technology is responsible for the fact that changes do not happen as swiftly as possible. And one main ingredient in this dilemma is that existing technology is still suitable. Like the pair of shoes that are still valuable to use, they are only out of fashion.

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