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This is a little technique called prequalification, and it works with most types of advertising, but I've noticed particular results with Google Adwords. He

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

re's how it works. I'll use a past experience as an example:

One of the products offered on Monster Web is a web development suite called "Website Tonight"

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

Examples of combination products may in

, and its purpose is to generate nice looking websites for people with little experience.

There is stiff competition for this type of product, so the cost

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

per click on an Adwords campaign for any reasonably popular keyword pertaining to the niche would be pretty high. I looked at a few of my competitors' ads.

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

They all seamed kind of similar - state the name of the product, maybe have a cute "build a website in minutes" "feature x" "feature y" etc etc. I have done

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

Combination pro

ads like these, and gotten reasonable results, but what kicks the ROI into high gear is when you start to prequalify your leads.

Let's say a consumer is l

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

ooking for web building software. Your ad is being displayed in the traditional "ENTICE PEOPLE TO CLICK NOW!!" format. They see all these ads all around the

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

m, and they click on yours. You have no idea what type of person this is. You don't know if they are looking for a robust professional system, if they are l

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

ooking for a cheap or free system. All you know is that they typed in "website builder" into Google, liked your ad, and clicked on it.

I was getting maybe

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

1%-2% return on these types of ads. For every 100 that would click through, maybe 1-2 would make a purchase. 1% is not shabby, and it's in the range of "at

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

least I'm making something", especially considering I was paying a dollar a click or more. However, once I started tweaking my ads in subtle ways, wow, the

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

Following aspects would a

money started to roll in.

I did two things. First, I put the price of the item in my ad. So immediately we cut off the people looking for a freebie. Peop

dd to the challenges in developing combination products:

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

le that click on the ad expect to pay for what they are about to view. Next, I added the word "professional." What did that accomplish? Well, I cater to bus

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

inesses, and what do businesses have? They have money! They also want a professional grade product.. and they want my product.

The results were staggering.

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

There was an immediate dropoff in click-throughs. I got half what I was getting with the generic "click me!" style ad. However, the conversion rate was...

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

NEARLY 20%!!!

That is correct, my sales went from a piddly 1%, to nearly 20%. 1 in 5 click-throughs was resulting in a sale. And people weren't just buyin

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

Professional from academic institutions, pharmaceutical industries, health care indust

g the software, they came to do business. I was very happy :-)

The next step was to increase my bid per keyword. It was worth paying the 3$ per click now a

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

nd getting the better positions on Google, as I was screening my click-throughs ahead of time with the ad itself. I didn't have to wait until I got the cust

.

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

omer on my page for them to decide that they'd rather use GeoCities. They knew right up front what the software was about and who it was for.

This is a ver

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

Companies that provide selfless information through particip

y practical and useful technique and it has served me very well. Hopefully it will bring you some success in your ventures as well.

Copyright 2006 Joe Stec

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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