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YSM underwent a total overhaul of its pay per click program, called the Panama update. Accounts in the old system have been switched over to a new bidding system and are slowly b

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

eing converted into the new user interface. The new system has a lot of features including a new bid tool, watch lists, analytics, and more. However, the main changes are geo-tar

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

Examples of combination products may in

geted campaign options, a new bidding system, faster editorial approval, and the reorganization of accounts so they can include multiple campaigns with AdGroups that can circulat

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

e multiple ads for a group of keyphrases.

Geo-targeting

Geo-targeting works by locating a user by his/her IP address or geo-specific terms in his/her search qu

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

ery. It applies both to the content network and the regular search network. Advertisers can choose to target an entire market region (the US and English speaking Canada) or regi

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

Combination pro

ons. Regional targeting is broken further into either state/province/territory targeting or targeting by DMA. Advertisers are not able to target by radius around a specified poin

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.

For local businesses, the most viable option for targeting is by DMA; however, this probably won’t be narrow enough for companies that have one location and are looking to re

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

ch a local audience. DMAs typically span large, state-sized regions.

Geo-targeting is still a step up from previous options. Yahoo! Local Sponsored Search (to be discontinued) w

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

as too restrictive with ads, ad positioning was largely a mystery, and the program typically wasn’t a good source of traffic.

New Bidding System

Yahoo! Search

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

Marketing’s new bidding system takes into account a quality score, similar to Google AdWords. This is a switch away from a straight bidding system. Advertisers can still see a ra

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

nge of competitor’s bids for top positions.

Presumably this is a more competitive bidding system that raises costs for advertisers. It makes it impossible to tell how much a cli

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

Following aspects would a

ck will actually cost or what the best bid for the position is. It also creates other uncertainties about value, which can cause advertisers to overbid.

An advertiser could prev

dd to the challenges in developing combination products:

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

iously look at competitors’ bids in detail, set his/her bid, and know from competitors’ bids how much a click would cost. An advertiser could also eye-ball the range of bids. So,

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

for example, an advertiser might see that there is a bid gap of a couple dollars between the number three and four positions. He/She would then be able to see that the number fo

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

r spot would probably earn him/her the most bang for the buck, and locate there. The new bidding system doesn’t allow for this kind of immediate decision making. If an advertiser

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

is going to do a detailed analysis, he/she would have to run reports and look at bidding history to get an idea of where they should locate ads.

The Rest

The

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

Professional from academic institutions, pharmaceutical industries, health care indust

rest of YSM’s features also sprout from Google AdWords successes. Advertisers can get listings approved for non-controversial keyphrases almost immediately, although they still g

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

et manually reviewed by editors later.

Advertisers can setup multiple campaigns - some of which can have regional targeting, some of which can be targeted only to the content ne

.

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

twork. Advertisers can A/B test multiple ads to see what works the best.

Panama Update – Conclusions

New features offered by YSM makes their pay per click pro

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

Companies that provide selfless information through particip

gram match up better with AdWords, though it has become more complex in its bidding system. Overall, it is more challenging to advertisers but provides better advertising options

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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