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SEO or PPC - Choose the right option for your business web site marketing When busi

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

nesses start web site marketing or promotion, two main options help to achieve the goal, SEO (also referred as “organ

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

Examples of combination products may in

ic optimization”) and PPC (also referred as “inorganic optimization”). Selecting the best option of these two is the

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

first mile stone of any Internet Marketing Campaign.

PPC (Pay Per Click):

Pay Per Click involves online advertising

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

on web sites, search engines and their related advertising networks, by bidding highly searched and product relevant

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

Combination pro

keywords and appropriate creating ads. These ads are called "sponsored links" or "sponsored ads”, which generally ap

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

pear to the right or on top of organic (natural) results of search engines. Advertiser needs to pay whenever user cli

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

cks on the ad in accordance with his bidding amount.PPC is the ideal option for highly funded adversting campaigns ai

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

ming to achieve visitors and targeted traffic within short duration, however involves more cost and risk involvement.

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

Edge of SEO (Search Engine Optimization) over PPC :

· Guaranteed Clicks: Many Researches revealed

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

that visitors in general prefer natural organic search links in comparison to PPC sponsored links.

· Long Term Traf

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

Following aspects would a

fic and ROI Benefit: Web site once ranked top in search engine’s organic results brings steady, long

dd to the challenges in developing combination products:

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

term traffic and in return ROI in contrast to short term traffic and ROI based ppc campaign.

· Less Risk and Cost I

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

nvolvement: “Click Fraud” is the most concerned, risky and costlier affair for any PPC Campaign. SEO

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

, in comparison involves zero or less risk and cost involvement.

· More Keyword Targeting: PPC facilitates bidding a

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

nd ranking for limited set of keywords. SEO offers no such limitations on keyword targeting and ranking

· More Expos

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

Professional from academic institutions, pharmaceutical industries, health care indust

ure and Wider Space Promotion: PPC Campaign is confined to pay-per-click search engines and its adve

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

rtising networks. SEO promotion gives more exposure and wider space with RSS, Blogs, Social Search, News Articles, in

.

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

addition to Search Engine placements.

In general ,SEO has major gains in comparison to PPC. Howeve

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

Companies that provide selfless information through particip

r PPC can be considered for short duration in combination with long term and result -oriented seo promotion strategy.

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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