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Many of my clients ask me “Why do you only focus on Google AdWords?” Here is wha

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

t I tell them:

In as little as 10 minutes after activating a Google AdWords camp

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

Examples of combination products may in

aign, a business is exposed to 10 million people instantaneously. They can see i

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

stant results whereas with Yahoo it can take anywhere between 2 to 5 days to get

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

ads approved. Why? Because Yahoo manually reviews ads.

I also like the fact tha

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

Combination pro

with AdWords I can get granular with my audience. Meaning I can specifically ta

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

rget certain regions, countries, states, and cities if I want to. So for my clie

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

ts who have local businesses that sell traditional goods or services in a certain

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

geographical area, this is a huge benefit to them as they are more inclined to f

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

vor local customers as opposed to customers in different states or countries for

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

that matter.

Unlike with Yahoo, my competition cannot see the amount I am biddin

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

Following aspects would a

g for my search terms nor can they see the CTR (click through rate) my ads are re

dd to the challenges in developing combination products:

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

eiving, thus reducing the probability of click fraud by competitors.

Google rewa

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

rds me if my ads perform well (ads that converts and gets high click-through rate

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

) and as a result, I will not only receive better ad placement in the future but

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

I receive better pricing going forward as well!

Lastly from what I’ve read, Goog

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

Professional from academic institutions, pharmaceutical industries, health care indust

e users tend to be more Internet and computer saavy overall and are not afraid to

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

purchase something online.

So when it comes to PPC advertising and with Google

.

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

eing the “little darling” of the Internet, it only makes sense to advertise on a

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

Companies that provide selfless information through particip

network that is dominating (and will continue to dominate) the paid search market

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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