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Fort Collins, Colo. -- Once upon a time, a dental practice could just throw together a website, toss it up on the Internet and wait for clients to flock to their site.

With t

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

he exponential growth of Internet sites, however, this outdated strategy ensures Google, Yahoo and MSN search engines will relegate such websites to their bargain-basement pages.
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; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

r> > It wasn’t long before a new specialty emerged: Search Engine Optimization. This complex process employs a variety of tactics to ensure the site appears on the first pages o

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

the major search engines. When combined with dental website design and development, SEO is a sure-fire method of improving the volume and quality of traffic for a website.

A

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

2006 study by Jupiter Research corroborated what had already become common knowledge: “62 percent of search engine users click on a search result within the first page of results, and a

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

Combination pro

ull 90 percent of users click on a result within the first three pages of search results.”

The study also found 88 percent of surfers unable to find the desired information

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

n the first three pages are more likely to change their search engine terms than to look through additional results pages. Is it any wonder page ranking became a vital aspect of Interne

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

dental marketing?

Burying “keywords” into a websites code and content is the primary key to optimization. Keywords are the words or phrases surfers use to find the informati

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

n they seek.

Sinai Marketing CEO Ali Husayni offered an example of how this dental website marketing process can move a site to those highly desirable first pages.

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

“The cosmetic dentists at Smile South Florida came to us because they weren’t getting the desired traffic to their site,” said Husayni. “When we first began working in

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

anuary with Dr. (Charles) Nottingham and his team, they appeared just twice on the first pages of Google and nine times on Yahoo for their 212 primary keywords. They were practically non

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

Following aspects would a

-existent on MSN.”

By implementing a variety of SEO techniques, including link building (creating inbound links to a website) and regularly updating site content, the Fort C

dd to the challenges in developing combination products:

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

llins, Colo.-based Sinai Marketing blew Smile South Florida’s competitors out of the water.

“By April, they were appearing on the first pages of Google for 208 of their 212 k

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

ywords,” said Husayni. “They were amazed to see such fast results.”

The numbers for Yahoo and MSN were equally impressive. For the same 212 keywords, Yahoo posted 176 and MSN

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

posted 514 first-page appearances. (MSN indexes for duplicate appearances.)

Alex Nottingham, marketing director for the Fort Lauderdale and Boca Raton-based dental practice,

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

was fascinated by the SEO process. Before long, he was optimizing the site on his own for such keywords as “Boca Raton cosmetic dentist” and “Fort Lauderdale extreme makeover.”

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

Professional from academic institutions, pharmaceutical industries, health care indust

First page placement proved just the ticket to attract pre-qualified, potential patients, saving Smile South Florida an enormous amount of time, energy and money.

“In my 3

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

years of dentistry, I have never seen so many new patient consultations,” said Dr. Nottingham. SEO expert John Reese perhaps put it best: “The key to dominating any market online (now

.

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

r in the future) is simple. It comes down to who has the highest average visitor value and who has the most traffic.”

© 2007 Sinai Marketing, Inc. Authorization to post is granted, w

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

Companies that provide selfless information through particip

th the stipulation that Sinai Marketing is credited as sole source. Linking to other sites from this press release is strictly prohibited, with the exception of herein imbedded links.

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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