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Google AdWords is a Pay Per Click Advertising system. This mean that it takes zero d

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

ollars to show your ad on the Google search results pages for your selected keywords

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

Examples of combination products may in

, but if the visitor click on the ad Google will charge your credit card the bid amo

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

unt of the keyword.

In most Pay Per Click search engines there is a simple rule tha

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

t goes with the ad budget. If you get more clicks you pay more. But with AdWords the

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

Combination pro

opposite is true. The more clicks your ad gets, the "less" you pay. This in an inve

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

rse rule. So if your ad is receiving more clicks then day after day your advertising

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

rated go on reducing with an equal increase in traffic volumes. This is a great fea

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

ture for online advertisers.

So the golden rule with AdWords is,

>>More clicks = M

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

ore traffic = Less You Pay

When you ad receives more clicks Google's system thinks

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

that you ad is more "relevance" to what visitors are looking for and the system redu

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

Following aspects would a

ces you price-per-click or "bid" and at the same time the rank of your ad also gets

dd to the challenges in developing combination products:

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

a boost.

There are many ways to write relevant ads that get maximum clicks. One of

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

the best ways is to include the most relevant keyword in you ad. This is because Goo

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

gle's system with make the keywords in you ad "bold" on the result pages and this wi

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

ll increase the probability of getting more clicks. Once your ad starts getting more

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

Professional from academic institutions, pharmaceutical industries, health care indust

clicks, you get more traffic and you "bid" goes on reducing.

Thus the true success

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

in creating a cost effective ad campaign is to learn the art of writing relevant ad

.

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

s that will trigger emotions in the visitors and will compel them to "click" on your

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

Companies that provide selfless information through particip

ad.

Copyright Shrinivas Vaidya

AdWords is the registered trademark of Google Inc.

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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