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Pay Per Click (PPC) is an advertising method that can be used to promote your website. By placing a PPC ad, you are paying the search engines to bring traffic to your w

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

ebsite. You, the advertiser, pay a "cost per click" each time a person clicks on your ad. This cost is determined by the amount you bid for each keyword associated wit

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

Examples of combination products may in

h your ad. You place an ad using the keywords you want to reference to your website, and place a bid on those keywords for placement rank. The higher the bid, the highe

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

rank you can obtain in the search engine for placement of your ad. When a person searches for your keyword, your ad will appear in the search results. Each time your

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

ad is clicked on, you are charged the amount that you bid on for the word being searched.

There are several PPC search engines. The most popular ones in the US these

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

Combination pro

nclude:

. Google

. Yahoo

. MIVA

. Kanoodle

. LookSmart

. Lycos

. goClick

. Enhance

. Searchfeed

. ePilot

. Search123

. 7Search

In the UK these include:

. M

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

IVA UK

. Mirago

When you place your PPC ad campaign with one the search engines, be sure the keywords that you use are the same as the primary keywords used in your we

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

bsite. You also want the keywords to be the same as those in the title of your ad. Use very targeted keywords. Do not bid on every word that you think might relate to

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

your site. While this may attract additional traffic to your site, it will not be the targeted traffic that you want. You want your ad to bring traffic to your site t

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

hat will convert into a sale. By placing your ad using targeted keywords, you will be bringing potential customers to your site and not visitors. Since you are paying

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

ach time someone clicks on your ad, you don't want to pay for visitors.

It is also advantageous to place more than one ad campaign for your site. The second ad campaig

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

Following aspects would a

n would contain targeted keywords that were different from the ones used in the first ad campaign. This way, you can run a comparison of the two ad campaigns to see whi

dd to the challenges in developing combination products:

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

ch one works the best and which keywords are being searched for most often. If you find that only a few keywords in each ad campaign are being searched for, you can alw

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

ys take those keywords that are targeted the most and put all those words in one ad campaign. This will save you time in the long run as you will then only have to keep

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

tabs on one ad campaign for your website.

The cost of PPC can become very expensive very quickly. This cost can be controlled, however, by setting a limit on the amou

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

t that you tell the search engines you are willing to pay per day for your ad campaigns. You can also control the amount of clicks by only using targeted keywords relat

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

Professional from academic institutions, pharmaceutical industries, health care indust

ed to your website.

If used properly, PPC is a great way to get targeted traffic to your website. Just make sure your ad campaigns are set up to use the same keywords

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

that your website is optimized for. When you set up an ad campaign, the search engine will crawl your website. If the keywords in your ad campaign are different from t

.

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

ose in your website, you will have a higher bid rate. Don't run one ad campaign with 100's of keywords. Run two or more ad campaigns using a smaller number of targeted

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

Companies that provide selfless information through particip

keywords.

The search engines are constantly changing their rules and guidelines. Be sure to keep current with all the changes and adjust your ad campaigns accordingly

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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