Digg It - Internet and Businesses Online

Website promotion is a competitive, lucrative industry where everyone from Manhattan Public Relations(PR) Firms to small-time Search Engine Optimization (SEO) companies are vying for a piece of the pie. Ironically, on the information super highway, it is

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

because of the lack of knowledge that most SEOs and PRs have for one another that neither side is able to offer a truly effective and affordable solution, which yields Return on Investment (ROI), on a large scale for their clientele.

Let me explain.

TH

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

Examples of combination products may in

TROUBLE WITH PUBLIC RELATIONS

PR is an industry that creates visibility across several different media for its clients while adhering to a pre-defined budget. It is an industry of communicators, with the ability to disseminate information to selected

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

utlets armed with a rolodex, a press release and some serious people skills. Yet, with all of their strengths, one of the greatest criticisms of PR is their lack of ability to produce measurable ROI.

Large companies see the overall benefit of a well execut

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

d PR campaign, but medium-sized companies don’t see the immediate value in a bunch of blog links or they can’t afford to have Custom Myspace Tools developed for a product launch. As a result, many medium sized companies are leaving PR out of the marketi

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

Combination pro

g mix.

THE TROUBLE WITH SEARCH ENGINE OPTIMIZATION

On the other side of the spectrum are search engine optimizers (SEOs). Technically savvy problem solvers, SEOs can tweak a website to maximize its exposure in the search engines (the tools th

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

t over 90% of internet users turn to when finding new resources or information online). SEOs rely on their technical expertise as well as their ability to build "backlinks" (links coming from other websites) to achieve success in the search engines for the

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

r clients.

In the past few months, however, (06-07) search engines have gotten "smarter" and have made traditional methods of building backlinks less effective. Many SEOs have turned to what they call "link bait", tapping into social media (blog fo

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

ums and others) to build backlinks. Of course, "link baiting" is really just a nerdy term for online publicity. It’s something that only the best of SEOs have mastered, and many PR Practitioners are now diving into.

WHY PR AND SEO SHOULD BE BEST BUDS
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
>

Where "link baiting" (and really online promotion in general) is concerned, Public Relations firms have a distinct advantage. With their preexisting experience, contacts online and off, and other resources already dedicated to building online visibility
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
PR firms are much better equipped to get mentions and links on authority websites than their SEOs counterparts.

Of course just because a PR firm can get mentioned in a dozen blogs posts, or make the first page of Digg.com, doesn’t necessitate an i
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
crease in their client’s bottom line. With the help of an SEO consultant, or SEO company, however, PR firms could present actual numbers to prove the value of their service by converting online publicity into search engine dominance.

If PR could t
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
p into the technical expertise of a search engine optimizer they could solve the problem of tangible ROI and expand their services to more medium sized companies, ecommerce sites, and others. What if you as a PR Practitioner could hand your client a piece
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
f paper saying "Look, we’ve gotten your name out to your niche here, here, here and here – oh, and as a result of this, you are now number one in the search engines when searched for these top keyphrases..."

Likewise, SEO firms, what if you could cut your
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
orkload in half by completely cutting out link building, show your clients better results, and get them mentioned in related high-traffic blogs or ezines? How much more would they be willing to spend with you? For how many more keywords would they want to
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
rank?

YES, BUT WHAT DOES IT ALL MEAN?

It is a symbiotic relationship. Yes, you have to pay another company and cut away at some of your margin, but the relationship is mutually beneficial. Furthermore, if each party is accommodated with s
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
lutions specific to the other’s industry where both stand to make a buck from offering the other’s services, the relationship will grow.

By putting stock in SEO as well as outsourcing it, Public Relations Firms will be able to retain their larger clients w
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
th greater frequency as well as set their sites on medium sized businesses that previously hid their wallets when someone mentioned the words "press release." Similarly, by outsourcing to PR firms, Search Engine Optimization companies will be able to servic
.

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
more clients, while providing all around better results.

The most important point to remember here is that neither SEO nor PR firms have the whole of the online promotions pie yet. PR’s strengths lie in creating visibility, but not technical prowe
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
s. SEO is just the opposite. They’re a veritable Yin and Yang, an Odd Couple, Bonnie and Clyde, Simon and Garfunkel, Best Buds just waiting to find each other out there in the entangled world of bandwidth, servers and free information that is the internet

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 - Why Public Relations And SEO Should Become Best Buds

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