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PPC Advertising (Paid Search Marketing) is only effective when if it generates positive, measurable results, referred to as conversions. There are diff

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

erent types of conversions, depending on what action you need to track, such as:

- Click to Purchase
- Click to Sign Up
- Click to Sent Enqu

; 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
- Click to Page View etc.

Some advertisers might have come across a situation when their PPC campaign is generating a lot of clicks, however t

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

heir conversion rate is rather poor. How to improve the conversions of such campaigns? Consider following tips, they might help you in your endeavours:

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

1. Keywords and Ad Creative Review

First of all, review keywords that produce most of your clicks. If these keywords are too general, your ad is prob

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

Combination pro

ably being displayed to people who are somehow interested in your offerings, however they are not specific enough to produce conversions.

Consider thi

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

: you’re selling designer sunglasses on your website and amongst your keywords are following two:

• designer sunglasses
• discounted Gucci design

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

er sunglasses

Which keyword, you believe, will produce more clicks and which one more conversions? Surely, the second keyword will bring you higher RO

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

simply because it’s more sales driven then the first keyword, which is more research-type of eyword.

In addition, review the ad creative. Be honest w

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

ith your potential customers and advertise only what you can deliver. Nothing is worse than offering something that can not be found on your website. A

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

so beware, that making your ad too attractive will most likely increase your clicks, but will it increase your conversions? Remember, we’re not hunting

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

Following aspects would a

for clicks, we’re demanding conversions.

2. Landing Page Review

The second area you should turn your attention to, are your landing pages. A recipe f

dd to the challenges in developing combination products:

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

or successful landing pages usually includes (but it’s not restricted to):

Matching the title of your landing page to the product/service being advert

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

sed:

Please do not send your visitors to your home page and trust they will look for your product within your web site. Most likely, they click away a

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

nd visit your competitor’s site.

Clearly presenting your product/service

Your landing page needs to deliver on the promise made in your ad. Therefore

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

clearly communicate to your visitor how your product can resolve his problem and satisfy his needs. Don’t just list product’s features, focus on how y

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

Professional from academic institutions, pharmaceutical industries, health care indust

ou can help your potential client. In addition, include any specials or promotions you advertised.

3. Website Content and Navigation Review

Lastly, r

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

view your website content and navigation. Does your web site include enough information for a visitor to take an action? Does your web site build trust

.

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

in your potential client to give away information such as contact and billing details? Can you be easily contacted? Etc.

Above all, your website must

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

Companies that provide selfless information through particip

be easy to navigate. If your visitors don’t know where to go and get lost in your website, you can not expect them to stick around and buy your product

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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You get an email about some product the marketer will sell you for only one dollar then right before you are taken to the page where you can download your product you are taken to one of these One Time offer pages. They tell you that this product on this page will only be offered to you once and that if you don't get it you will lose out forever, Right?

You can make money from your web-site by having links to merchants' online stores.

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