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SEMPO recently published a study which shows that a only 11% of all search engine marketing advertising is spent on search engine optimization, with the vast majority, a full 83%, is spent on pay-per

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

-click advertising.

While pay-per click (PPC) advertising has enormous benefits, I'm a bit surprised by how much advertising dollars consumed on PPC when search engine optimization (SEO) can produce

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

Examples of combination products may in

a significantly higher return on investment for the same marketing dollars. In fact, considering the number of phone calls my company routinely gets from people looking for optimization because they

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

are spending "too much" on their PPC campaigns, I think that many businesses understand that SEO is more cost effective.

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

gperformance.com/:/550/search-marketing/seo-is-dead/">SEO is Dead, which some have taken out of context. Yeah, that headline is meant to grab attention, but the point of that post was that SEO-on

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

Combination pro

y providers need to adapt their optimization strategies into more marketing oriented SEO services such as

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

usability, conversion tracking, etc., in order to continue to be effective at SEO.

While four out of five respondents to the study said they are engaging in organic SEO, the big money still goes to

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

PC. This means that either organic SEO is considerably less expensive than it should be, or advertisers are more comfortable with sponsored advertising which they can often manage themselves with lit

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

le outside help and ROI can be tracked more easily and instantly. Further study into this would prove interesting.

I'm willing to bet that a significant chunk of those spending money on PPC but not

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

SEO are doing so because they find few SEO firms that understand how to incorporate sales, marketing and usability into their client's sites. Many such companies simply don't want to change their sit

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

s in order to accommodate optimization which they fear inhibits their site's ability to sell. These site's are unwilling to re-design for usability issues and/or incorporate any textual changes for t

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

Following aspects would a

e benefit of the search engines. We've run across our share of these companies ourselves. Unless they are willing to make some changes, SEO will largely be ineffective.

Some of these companies spend

dd to the challenges in developing combination products:

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

a great deal of money on their websites, going through layer after layer of corporate bureaucracy just to get approvals. Part of this bureaucracy is often a marketing department that is unwilling to

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

make any changes to the site they worked so hard at getting "just right".

Good SEO, however, is also good marketing. Many of our clients who manage their own PPC campaigns find that their PPC conver

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

ions often increase in conjunction with the optimization of a site. This is how it should be.

While future trends will undoubtedly show optimization marketing spend increasing in share vs. pay-per-c

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

lick advertising, it will probably never overtake PPC simply because PPC is easy to set up, produces immediate results, and changes can be made online and effective almost immediately. Optimization i

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

Professional from academic institutions, pharmaceutical industries, health care indust

a long-term process that requires patience for results to be achieved, and continuous maintenance to stay "on top". PPC simply requires more money to stay on top.

What surprised me the most about t

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

is study was that paid inclusion accounted for 1/3 of the total spending on SEO. It's unclear on whether paid inclusion also includes directory submissions, but as Yahoo is currently the only paid 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

clusion provider AND one of the most popular web directories, this means they are getting somewhere in the neighborhood of $15-23M via their paid inclusion services. While directories are important,

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

Companies that provide selfless information through particip

I have found that paid inclusion submissions generally are not important, except for some short-run campaign exceptions. That's a large chunk of money that would undoubtedly be better spent elsewhere

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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Use the 10 questions in this article to determine how focused you are on networking. This will give you a good start in understanding the power of networking and how to go about it.

Here are some guidelines that will improve your gross sales, and quite naturally, your gross income. I like to call them the Seven Commandments. Look them over; give some thought to them and adapt them to your own selling efforts.

Save money by encouraging your business customers to adopt electronic invoice presentment and payment (EIPP).

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