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In this age of speed dialing, T1 lines and other forms of high-tech instant gratification, many webmasters find themselves tempted to engage in pay-per-click advertising. After all, if you’ve just designed a state-of-

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

the-art website, there’s nothing quite as gratifying as a steady stream of traffic right from the start. Webmasters with open wallets have found that pay-per-click can provide traffic within hours or even minutes of a

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

Examples of combination products may in

website’s launch.

Pay-per-click Pros

Before considering the perils and pitfalls of pay-per-click, it’s worthwhile to remember that in some instances, pay-per-click is a good market strategy. A number of reputable SE

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

O firms combine pay-per-click management with search engine optimization as a method of getting their clients the clicks they need. Pay-per-click can be an especially effective strategy for:

• companies trying to b

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

at a competitor to market with a new product who want to garner substantial traffic while waiting for their SEO efforts to kick in

• webmasters with deep pockets who are more concerned about establishing a quick prese

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

Combination pro

ce than long-term return on investment

• webmasters who are reaping a return on investment high enough to justify expenditures on pay-per-click

Significant Drawbacks

Although there are valid reasons to engage in pay

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

-per-click advertising campaigns, there are also enough drawbacks to give any webmaster pause.

Companies considering pay-per-click need to determine the primary purpose of their marketing campaign—whether it be immedi

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

te sales, building website value, or a combination of the two. If immediate sales is the goal and a worthwhile return on investment is being achieved, pay-per-click may be the strategy of choice—at least until good se

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

rch engine positioning can be obtained.

Webmasters seeking to build a valuable web-based business should remember that whenever the money “spigot” for pay-per-click stops, so do the clicks. In contrast, clicks result

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

ing from an investment in search engine optimization will continue for months and possibly years to come.

Monitoring ROI

Return on investment (ROI) is another key factor to monitor during the implementation of any pa

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

-per-click marketing strategy. ROI can drop dramatically as market forces change. An increase in competition, when combined with rising costs-per-click and plummeting product prices, can quickly spell doom for a prev

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

Following aspects would a

ously profitable ad campaign.

Computing ROI for pay-per-click can be a bit tricky. Since most sites receive “free” traffic resulting from SEO efforts, it’s important to try and ferret out what percentage of sales are

dd to the challenges in developing combination products:

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

resulting from pay-per-click and what percentage are resulting from your other SEO efforts.

Choosing which sites and search terms to allocate advertising dollars to can also be somewhat daunting. Rapid changes in pe

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

-click charges can also be challenging to manage well. If your bid is #1 and our competitors lower their bids, you may be left paying a higher price than necessary to maintain top positioning. This is the webmaster’s

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

equivalent of throwing money down the drain. Unless you plan to sit by your computer watching per-click charges on an hourly basis, some type of pay-per-click management is, in my opinion, an absolute necessity.

In r

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

unning a successful pay-per-click campaign, there are also questions to be answered about whether to try for top positioning or settle for some lesser spot, and which pay-per-click ads pull the best.

While I have lear

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

Professional from academic institutions, pharmaceutical industries, health care indust

ed “never to say never”, I am not presently using pay-per-click for any of my websites. Though I have used it in the past and may resort to it again, my website is doing better than ever without it. Pay-per-click is

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

ust one more thing to manage, and, if not managed well, can become a financial drain in a hurry. I’m a pretty busy person, and probably a tightwad as well. As a result, pay-per-click isn’t part of my current marke

.

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

ting arsenal.

That doesn’t mean, however, that it might not be right for your site. Do some testing, study it out, and consider the “cons” described in this article. In the words of an old adage, “if something is wo

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

Companies that provide selfless information through particip

th doing at all, it is worth doing well.” This is especially true for things that cost money. My advice is to keep that thought firmly in mind whenever you open your webmaster wallet.

Copyright 2005 Log Cabin Rustic

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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Ah, the land of ROI-ification. A land where e-mails are opened and links are clicked and phones ring by the minute. Is this utopia? Or arms-length reality? Once you apply these proven strategies, you just might find out.

Many companies today have found that it is crucial to have an internet presence in order to be viewed as a real company. In fact there are many consumers who make buying decisions based on the information contained in a company's web site. Along with that has come a growing realization of the value of newsletter marketing, blogs, and podcasting.

Find out the importance of having quality websites link to your website, and how much it can increase your website's search engine rankings. Discover the right methods of building high-quality incoming links.

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