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Marketers are constantly asking if RSS marketing works and if this can be proved.

It's time to take a look at some real-life RSS metrics from real-life marketers. These will show you what kind of result

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

s you can expect to see from RSS.

I first presented this data at the Syndicate Conference in New York City, the first conference entirely devoted to RSS.

To make a point, we’ll take a look at RSS metric

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

Examples of combination products may in

from 4 different viewpoints, each demonstrating one facet of RSS marketing and a different way of capturing RSS metrics. This data combined will give you the answer of whether RSS marketing is for you, a

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

an addition to e-mail marketing, or not.

1. CLICK-THROUGH RATES FROM RSS FEED TO SITE: THE RSS AGGREGATOR SIDE

RSS statistics should be most relevant when coming from actual RSS aggregators and their v

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

ndors, since these people can measure precisely how their users are actually using RSS.

Customer Reader [http://www.customreader.com], who just recently launched a desktop RSS aggregator, which marketer

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

Combination pro

can brand for themselves and then distribute to their readers, supplied us with their latest data. This data is based on 3,500 users of their brandable RSS aggregator and on the last [two weeks ago] 48 h

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

urs of their reader usage.

The most interesting piece of data is the 23% average CTR (click-through rate) from feed to site within last 48 hours, which proves that RSS works in terms of getting readers f

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

rom the outbout message to the site. RSS users are actually clicking on RSS content!

Now, what is the “feed-to-side” CTR? It simply means that 23% of the end-users that subscribe to various feeds, clicke

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

at least once on one of the content items in the feeds they are subscribed to.

2. CLICK-THROUGH RATES FROM CONTENT ITEM TO SITE: THE RSS SOLUTION VENDOR SIDE

Considering the different RSS metrics syste

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

s and the fact that no marketing tool whatsoever can be measured 100% precisely from the outside tracking service side, seeing stats from RSS solutions vendors is important as well.

On this end, some bas

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

c stats were supplied from SimpleFeed [http://www.simplefeed.com], the providers of one of the more advanced RSS marketing solutions.

The stats are based on an app. 10,000 end-user sample, 30 day average

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

Following aspects would a

and 4 months of data.

They are seeing a 6.8% average CTR from content item [individual content item in an RSS feed] to site and a 150% [1.5 clicks] average CTR from feed to site within 30 days.

3. SUBSC

dd to the challenges in developing combination products:

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

IPTIONS AND CLICK-THROUGH RATES: THE MARKETER/PUBLISHER SIDE

And finally, let's take a look at the stats from the publisher/marketer point of view.

Lockergnome.com is one of the most popular tech sites

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

n the internet.

Although they are serving a more tech savvy audience, Lockergnome is an excellent example of the results you can ultimately hope to achieve using RSS.

First of all, they are seeing a rat

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

ion of 5:1 in favor of the number of RSS subscribers against e-mail subscribers, and even more interesting, a 500% better clickthrough ratio with RSS than with e-mail.

4. SEARCH ENGINE VISIBILITY

The BT

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

Group is a smaller VoIP provider and, through their high ranking blogsite [http://blog.btigroup.com/], the proof that RSS works for search engine positioning.

Here are just some of their achievements, a

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

Professional from academic institutions, pharmaceutical industries, health care indust

a result of their RSS marketing activities …

a] 120 page-one search results on important industry search terms
 #1 Voip vs traditional phone system 
 #1 VoIP solution provider
 #2 VoIP small busine

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

s #2 VoIP architecture #5 VoIP phone equipment #6 VoIP benefits #7 VoIP Small Business costs

b] A 75% increase in traffic to the corporate website

c] BTI’s link popularity jumped from 164 in J

.

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

ne 2003 to 1312 in December 2004 to 1405 in February 2005

OVERVIEW

These metrics clearly show that RSS works for marketers and publishers.

This data alone, also considering that RSS clearly gets 100% o

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

Companies that provide selfless information through particip

your content delivered and actually provides you with an abundance of new marketing opportunities, such as podcasting, should be enough to make you do something about RSS now.

Copyright 2005 Rok Hrastni

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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