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Pay-per-click programs (PPC’s) allow you to buy a prime position in a search engine by selecting the price you wish to pay for each visitor your receive. This can place you exactly where y

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

ou want to be in the listing, or let you decide how much you want to spend on advertising.

The big advantage of PPC’s is that you don’t have to worry about messing with keywords or links

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

Examples of combination products may in

or any of that. You can just figure out how much you want to pay for a keyword and buy your position. In addition, you only pay for people who actually click on your link (for banner ads,

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

ou often have to pay when someone sees it.) And you can also get cheap visitors. Bids usually start at around five cents per click. The top three bids though are often promoted across a ne

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

twork of sites (Overture place theirs at the top of Yahoo!) so there can be big bonuses for bidding high.

This is how most pay-per-click programs work:

1. You create your page title, des

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

Combination pro

cription and link as you want it to appear in the search results.

2. You enter the keywords and phrases that will prompt your listing to appear.

3. You enter your keyword bid (the amount

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

you are willing to pay for each click to your site).

4. Your keyword bid is compared to that of other bidders for the same keyword. The results are returned to the user with the highest

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

bid appearing first.

With PPC’s, the name of the game is profit. You need to be careful not to get carried away with the ranking so that your promotion doesn’t cut into your revenues.

Th

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

is is essential! There’s no point in being top if you’re out of business in a month. You have to figure out what you can afford and keep to it. Base your decision on your visitor to sales

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

ratio (the number of visitors on average that it takes to generate a sale) and your net profit per sale.

So for example, if you were get a sale from every tenth visitor, and you net a pro

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

fit of $20 from each sale, then you can’t pay more than $2 for each click without operating at a loss. In practice, you might make one sale for every 500 or so clicks and pay perhaps 15 or

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

Following aspects would a

20 cents for each visitor, depending on your market.

It’s absolutely crucial for you to know your visitor to sales ratio.

It’s also important to keep that ratio as high as possible, and

dd to the challenges in developing combination products:

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

that means only bidding on relevant keywords. If you pay for visitors who are looking for something completely different to the services you’re offering, you’re just throwing your money aw

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

ay. They aren’t going to buy, and even at five cents a shot, those wasted nickels soon add up. On the other hand, because you can pay so little, it is worth bidding on as many relevant key

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

words as possible.

The key is to balance high payments for top keywords with low payments that bring in less traffic.

You should also consider the quality of visitors the site will send

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

ou. The more targeted a directory, the more your visitor to sale ratio may improve—and that might make it worth improving your bid price.

Submitting your site to a PPC is certainly a lot

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

Professional from academic institutions, pharmaceutical industries, health care indust

faster than submitting to a search engine or a directory. You must, however, make sure you consider the following:

• The maximum amount you can bid (can’t stress that enough!)

• The keyw

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

ords you wish to bid on.

• The titles and descriptions of the site.

That last point is very important for making the most of PPC’s. Just because you don’t have to worry about putting key

.

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

ords in your title and descriptions to please a program doesn’t mean relevance isn’t important. On the contrary, relevance still matters. You need to let the user know that your site is ex

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

Companies that provide selfless information through particip

actly what they’re looking for. That means putting the keyword in the title and having a catchy, informative description. Remember, the more good clicks you get, the more money you’ll make

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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