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Of the Google PPC tips you may have seen this year, today's is likely to be the one, most

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

likely to increase your Click-Through-Rate (CTR). Possibly by more than 30%.

What's more, it invol

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

Examples of combination products may in

es only the addition of a single, special little word.

And listen; it's not the word, 'P

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

ease.'

First, a little background. Google does not allow advertisers to put words in

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

heir ad text like, "CLICK HERE" or "LOOK HERE." And there's a very good reason. Why?

The reason is

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

Combination pro

this;

Because those work very, very well at attracting attention! Typically much better than any

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

ther 'call to action.'

But if every PPC advertiser were using those words, in Google's eyes (and m

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

st other peoples' too) the overall quality of the 'Google experience' would decrease.

Because over

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

time, the web page would sink into a bunch of text with conflicting, "CLICK HERE's" all over the pl

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

ace.

But as a sharp advertiser, you can sometimes use a similar phrase to good effect, without<

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

i> breaking Google's rules. Here's how;

Use the single word; "HERE" (only don't put it all in capi

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

Following aspects would a

als, as that's not allowed by Google) so let's make it; 'Here'.

For example;

"Increase Your

dd to the challenges in developing combination products:

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

tyle and Protection Here. Only $17.87"

or;

"Find the Latest Info on GPS Devices. Start Her

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

e."

And now a very important, Official Wallet Health Warning; using this word may get

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

your CTR soaring. Great! But hold on a second...

Because CTR is only one of the variables you need

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

to be optimizing your ads for.

You'll also need to monitor your Conversion Rate. So make sure that

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

Professional from academic institutions, pharmaceutical industries, health care indust

you are getting leads or sales as a result of the text in your ads. While we may have discovered a

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

proven method to trigger an impulsive click by your prospect, you need to be very sure you're not j

.

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

st paying for useless clicks.

As always; test, test, test. And keep testing. Make yours a continua

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

Companies that provide selfless information through particip

process of improvement, testing and monitoring. That’s truly the proven way to win with Google PPC

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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Digg It - A Killer Little Word to Boost Your Google PPC Response

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