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Beware. I feel like rambling. This is a ramble. Personal musings. I just have to get it out.

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

Earlier this year, or maybe late last year, I predicted that PPC profits and sales would conti

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

Examples of combination products may in

nue to go up dramatically. And they have.

But where has that growth come from?

Is it because

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

online marketers are bidding more and more and running additional ads? Or is it something else?

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

I think that it is something else.

And that something else is a huge shift in the advertising

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

Combination pro

budget of offline retailers. Now that PPC campaigns can be geographically targeted, and the av

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

erage offline purchaser is doing more of their shopping online, and even searching for offline r

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

etailers online, offline advertisers can justify advertising online. In fact, I think many of t

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

hem are switching their entire advertising budgets from offline sources like the yellow pages to

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

online advertising like PPC. Doubt me? Do you have last years’ yellow pages and this years?

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

Look at how much smaller this years’ is.

So how does that affect the online marketer? Bid pric

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

Following aspects would a

es go up. PPC revenues go up. PPC profits go up. Online marketers see this and assume that th

dd to the challenges in developing combination products:

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

ey are contributing to that increase. And I do not believe that they really are. But because t

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

hey think that other marketers are spending more on PPC, they feel compelled to---even if their

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

PPC campaigns are losing money! They figure they simply have to to keep up.

I say no. Do what

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

makes you money, not what everyone else is doing!

So what is my prediction for 2007? PPC reve

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

Professional from academic institutions, pharmaceutical industries, health care indust

nues will continue to go up, but online retailers will begin to focus more tightly on natural se

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

arch engine results rankings than on PPC.

So what do you do? Go back to search engine optimiza

.

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

tion. I think too many online marketers have begun to rely too heavily on PPC and are getting c

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

Companies that provide selfless information through particip

ost-heavy. Fix it. Get ahead of the curve. PPC prices are going up and returns are going down

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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Digg It - Internet Marketing and PPC Publishing---My Predictions for 2007

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