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You've researched your keywords, written great ads, set your budgets and bids, and have embarked on what promises to be a really butt-kicking PPC campaign. But wait… you’re not seeing the c

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

onversion numbers you expected. So you go into crisis mode… you check the conversion code, you test the campaign by actually clicking on your own sponsored search (or PPC) ad; and your results sh

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

Examples of combination products may in

w that everything is right and perfectly implemented. So what is the problem?

Building your Landing Page
Before you throw more of your budget at the search engines, or spend need

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

less time looking at keywords and what users are searching for, take a look at your landing page. Is it telling users what they need to know? Is it friendly and good looking? Or do you arrive

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 a page loaded with information in a font or format that is hard on the eye? Are you able to immediately see the relevance of the page to the information you searched for, or do you have to w

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

Combination pro

ade through screens worth of waffle with no way out, and no other navigation options? Can you request information from the site owner on this page or do you have to go elsewhere to do that? These are

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

serious concerns and my advice to you is…

When building landing pages for your PPC campaigns the best thing you can do is KISS! (Keep It Seriously Simple)

Cost Per Click Value
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
b>
I firmly believe that if you have a PPC campaign showcasing various services your company offers; that you should have a landing page built specifically for each service. Don't send users to
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
generic page that tells them what “Chantelle's Holidays” is all about, if they have searched for “things to see in cape town”. If you are going to use this as a keyword, get proper value from the
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
cost of the click by giving the user the information they are looking for. The more relevant and fresh you make this page, the higher your chances of making that conversion or sale.

I
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ecently worked on a campaign (in my capacity as PPC Campaign Manager for Quirk eMarketing) that hadn't shown the results we'd expected over a period of time. By simply adding a few textlinks t
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
o the existing page, we started to see a considerable increase in the conversion rate. Another great idea is to use a very simple technology called a navigation panel.

Making Brow
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
ing Better
In fact, visit any good website that provides information and you're likely to be greeted by options that allow you to navigate to other pages on the site – and other optio
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ns that allow you to navigate the page you're on. This is especially important if the information on the page extends below the fold. Instead of asking browsers to scroll down, you are giving them th
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ability to quickly find the information they are looking for; making the entire browsing experience easier and more efficient.

Once again, “keep it simple”. Give users what they are loo
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
king for in a way that is easy for them to access. Whether it's a site aimed at business people or holiday makers, or the youth, or the general public - make visiting your pages a memorable exper
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
ence. If people know they can get relevant information quickly by visiting you, not only will they keep coming back to your site: there will also be willingness and a certain trust when it comes to d
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
oing business with you.

Success Made Simple
Focus on one aspect of the business and build a PPC campaign around that one area. Start Small! Tweak that campaign until it is runni
.

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
g the way you want it, and only then shift your focus to another area - slowly building pages and campaigns for each aspect of your business as you go. These simple baby-steps will ensure that
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
you don't waste any of your precious budget, and that each part of the campaign goes smoothly and operates at its peak; optimising your business performance. If all else fails, get an expert opinion

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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