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As a new online store owner I was initially very excited by the prospect of bringing my products to the comparison shopping sites. It seemed like a fantastic way to be found and bring motivated buyers to my site and jump-start m

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

y new business. However, after a few months of pumping hundreds of quarters into the comparison shopping sites, the bills were mounting and I started to realize just how difficult these marketing channels really are.

I think th

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

Examples of combination products may in

easiest beginner mistake is not taking the cost-per-click bidding process seriously. When I first uploaded my feed into 5 different comparison shopping sites, I was quite proud of my accomplishment. After all, it was quite a bi

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

t of work to get this data organized just right, following the specifications for each. However, what I needed to realize is that the real work was just beginning. Now that my data was in the site, and clicks were coming to me,

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

he most important task was still ahead: Analysis and refinement.

To come right to the point, I believe that smaller merchants should seriously consider getting help using the shopping comparison marketing channel or avoiding th

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

Combination pro

m altogether for a while. The reasons for this are:

1) The very nature of the comparison shopping site means that price competition will be intense.

2) There are many large players who have invested significant time and money

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

to have daily feedback on their channels with amazing specificity. They will have a significant informational advantage over the smaller merchant who does not have this data or lacks the analytic skills.

3) The bidding process

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

s extremely confusing.

If after reading these three reasons for avoiding the comparison shopping channel you are still somehow interested in pursuing this strategy, here are a few ideas for you. Be warned though, they are labor

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

intensive.

Start by putting as many of your products into the feed for a shopping comparison site as possible. We selected Shopzilla. Have the shopping site apply auto-bidding for your categories and monitor how well the site

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

s able to put your products into the right buckets. For this to work, it's important that site correctly identifies your products. Most are using SKU numbers for matching, so be certain that your feed is populated appropriately.

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

Be ready to spend some money with a relatively low return for the fist month. The best way to think about this is as an investment in market research $$. If used correctly, you should be able to make-up the money later based on

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

Following aspects would a

the intelligence you'll gain.

After a few weeks have gone by, you need to set aside some significant time for analysis. The poor-man's analysis goes like this. Log into the Shopzilla site and go to their product manager. In an

dd to the challenges in developing combination products:

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

rganized fashion, click through the categories one-by-one. If you have many products, this will take many hours. For each category, click on each product. When you click on the product, Shopzilla will show you how you rank with

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

the other merchants that are in their database with the same product. In essence, they are giving you price competition data. Go through each and every product, noting the specific products that show your site as favorable. When

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

you complete this exercise, you've identified which products you should include in your feed.

The next step is to modify your feed to only include these products. You may be thinking, this will seriously limit the number of lea

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

s that will come from this source. In fact, you want to limit the number of leads from the shopping comparison source to only those who will purchase. Conversion is the name of the game here, otherwise your advertising budget wi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ll be gone before you know it.

The last step is to wait for your next feed to register in the shopping site and then reevaluate your bids. You now have a much shorter product list to work through, so the time requirements are m

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

ch lower. Look at each product and make certain you still stack up. Keep in mind, many other merchants are doing the same thing (or have automated this somehow) and may react in a few days to what you've done. You will lose edge

.

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

in some areas while gaining it in others. The key point is that you want to make your maximum bids in areas where you will get the buyer.

I know this sounds like a big effort. That's because it is. If you really think about it

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

Companies that provide selfless information through particip

or like me have to try it to believe it, you'll quickly realize that there is a ton of competition out there just like you looking for the same dollars. It is only hard-work and clever tactics that will ultimately set you apart

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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