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We’ve all done it.

You step into an elevator full of people and press the button to your floor. Silently you wait to reach your destination. Then when the doors open you step out with your fellow travelers and look around.

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

But something’s not right.

And it doesn’t take you long to realize what it is.

You got out of the elevator at the wrong floor.

In an attempt to hide your embarrassment, you laugh nervously, then turn around and quickly t

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

Examples of combination products may in

ry to get back into the car before the doors close.

Whether you make it back into the elevator or not doesn’t matter. You’re left feeling frustrated, irritated, and just a little foolish.

OK. But what does all this have to

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

do with search?

The frustration, irritation (and foolishness) you felt when you got out on the wrong floor is exactly how your customers feel when they click on your pay-per-click ad for baseball bats and end up on a web p

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

age promoting golf clubs.

Except this time, they didn’t end up in the wrong place through any fault of their own. They ended up there because that’s where you sent them. Your ad told them they would be sent to a page sellin

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

Combination pro

baseball bats, but directed them to a page selling golf clubs.

And guess what? You just lost a customer. Probably for good.

You see, it matters where your customer arrives after a search.

So how do you make sure your cus

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

tomer ends up in the right place? You create specific landing pages for each pay-per-click keyword or ad, and direct them there.

Here’s a quick primer on creating targeted landing pages for your pay-per-click ads.

If they

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

want baseball bats, give them baseball bats

Each page your customer lands on should be relevant to their search term so make sure your ads reflect the content of the landing page. For example, if your customer searched usin

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

g the keywords “baseball bats” chances are they’re still researching different products, so create an ad that leads to a page with a selection of different bats, complete with descriptions, comparisons and product informatio

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

n.

Likewise, if they searched using the term, “Easton Stealth Baseball Bat” you can assume they know exactly what they want. So give it to them.

Lay it out right, left and middle

Eye tracking studies show that as a rule p

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

ople’s eyes move around a page as if they’re following the imaginary lines of a triangle. Top left, top right, bottom left and so on. Keep this in mind when organizing your page layout.

If your page is selling a product, pl

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

Following aspects would a

ace your headline upper center; your product photo middle left; and your sales copy middle center. Your call-to-action should be a big target so make sure it stands out. If possible place it in the upper right portion of the

dd to the challenges in developing combination products:

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

page.

Keep your text compelling, and focus on the sale

You may think your on-page copy is compelling. Your web developer may think so. Your dog may think so. But if your visitor doesn’t think so, you’re lost. Use action w

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

ords to inform, persuade and drive the visitor toward the sale. Remember conversion is key not attraction.

You may also want to consider the size of your text. If you want your visitors to read it, use smaller type. If you

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

want them to scan the page, use larger type.

The headline is particularly important so make sure it’s compelling and (if possible) include the search term. That way your visitor will know they’ve arrived at the right place.

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

Don’t push them out the door

This is not the time to be pushing people out the door – they could get lost and never find their way back — so don’t put external links on your page. The only links you need are internal — one

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

Professional from academic institutions, pharmaceutical industries, health care indust

s that allow them to browse the rest of your site and complete their order.

Sooth their insecurities

You may know that using a credit card online is no more of a security threat than using it anywhere else, but your visito

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

rs don’t. Help them feel secure by placing credit card security details (Verisign etc.) at the bottom of the page. If you’re affiliated with other organizations such as the Better Business Bureau etc. place those on the page

.

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

too.

Unfortunately, if the doors open, someone will step out

Of course, despite all your efforts, there’s always going to be those few customers who end up in the wrong place. But, for real customers – the ones that paid

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

Companies that provide selfless information through particip

attention, and knew what they were looking for – your super-targeted landing page has increased your chances of a sale. And helped you acquire customers who will keep coming back for more.

And isn’t that what it’s all about

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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