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First of all, you know as well that Google is still the #1 Search Engine in the net, leaving Overture at the second place. If

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

you type a word or a phrase in Google's search box and press "enter", a large number of links will appear in front of you, rel

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

Examples of combination products may in

ted to the subject you've typed earlier.

Take a look at the right hand side of the main page. There should be another group o

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

links complete with their descriptions, right? Only, these ones are much smaller than those main link results. What is the di

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

ference?

Do you see the subtitle: Sponsored Links? Those link results on the right hand side is called Google AdWords. Peop

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

Combination pro

le bid a certain price to Google to put their links on there everytime visitors search for related keywords. Those advertisers

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

are only paying for the numbers of click-throughs to their links. This kind of advertising is called the Pay Per Click (PPC) a

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

vertising.

In order to reach a higher position in the link results, Google has set up a unique formula. Let's say you want to

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

put your link in Google AdWords and you bid for "flowers" as your main keyword. You are not the only one who bid for that keyw

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

ord. There are lots of people who also bid for it, since they also want to promote their "flowers" sites!

The unique formula

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

f Google AdWords is that you can't reach the #1 position only by increasing your bidding price. Google also considers your Cli

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

Following aspects would a

k Through Rate (CTR). CTR is a value that represents how many click-throughs (clicks on your ad) you get among your ad's impre

dd to the challenges in developing combination products:

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

sions. Too many difficult words?

OK, let's try it this way... Impressions is the frequency of your ad's appearance in the sea

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

rch engine's result page. If your ad appears 500 times, than your ad's impression is 500. But, of course you don't get a click

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

everytime your ad shows up. From those 500 impressions, perhaps you only get 1 click. This makes your CTR = 1/500 = 0.002 = 0.

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

%

The better the CTR you have for an ad, the lower you have to bid for the same position.

That means, Google also rew

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

Professional from academic institutions, pharmaceutical industries, health care indust

rds the good content of your ad. When your ad gets a lot of click-throughs, that means you have a good ad and Google rewards y

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

ou for that! Your ad is good according to Google if your ad is relevant with the content of your site.

In Google AdWords,

.

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

he rich ones don't always win - the smart ones do!

Of course there are still a lot of things we haven't touch regarding G

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

Companies that provide selfless information through particip

ogle AdWords, but we have to do it later. After all, this is a quick overview for beginners, right?

Copyright 2005 Farid Aziz

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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