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How do you build and promote your web site so you can get high rankings and lots of traffic? Is there a proven system that works or is it a crap shoot? Everyone who owns or manages a web site fac

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

es the same dilemma.

Make no mistake – there is no magic bullet. You can’t fool the search engines; paying so-called web pros and consultants is very risky; and printing your web address on your

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

Examples of combination products may in

literature won’t generate substantial traffic either.

So what works?

There are a few techniques that definitely will make a positive difference and help you maximize your opportunities for ran

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

kings and traffic. Here are 5 steps you can take right now:

1. Register your site so that it will be crawled by the robots

You have to let the search engines know you exist so you can get ranke

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. You can pay to have it done with each individual engine, use a third party source (one highly recommended service is submit-it.com), or you can do it yourself at no cost. A small number of sea

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

Combination pro

ch engines account for over 90% of the traffic, so don’t chase them all. Here are the ones you need to worry about:

• Open Directory Project – www.dmoz.org

• Google – www.google.com

• Yahoo –

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

www.yahoo.com

• Inktomi – http://submitit.bcentral.com/msnsubmit.htm

If you want to do it yourself, visit each of the above pages and search for phrases/terms which take you to the submission p

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

age – “submit a site”, “add a site”, or similar phrases.

2. Make sure you have a good site when it is crawled

Your rankings in the search engines will be determined by how well your site is con

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

structed. Focus on three key issues:

• Links in your site – are they all working?

• Page Titles, Keywords and Descriptions – each page should focus on one or two “keywords” that are relevant 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

your prospects. Keywords in the Title and Description of each page should be front-loaded (placed in the first part) and neither should be “stuffed” with keywords. Focus on one or two different

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

eywords on each page.

• Page Text – keywords should be in the top one-third of each page, with a 5-7% frequency throughout the whole page (mention your keywords 5-7 times per 100 words of copy)

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

Following aspects would a

A valuable free tool to check some of the above can be found at www.web-inspect.com/search-engine-preparation.php

3. Make an effort to get links from other sites

Google and other key engines

dd to the challenges in developing combination products:

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

give high relevancy to sites with many links pointing back to them. Trading links with other high-traffic sites is an excellent strategy. Buying on-line ads and links can also be a good strategy

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

if cost-effective.

4. Don’t forget the human visitors to your site

While rankings in the search engines are determined by the robots, it is your human prospects who will be reading them for con

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

tent when the search engine finds them. If you want them to click-through to your site when they find you, write Titles and Descriptions that focus on the value you offer them. And when they get

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

o your site, be certain your site is visually attractive with adequate color and graphics, but don’t overdo either. Every page should be easy to navigate and the text should be focused on solving

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

Professional from academic institutions, pharmaceutical industries, health care indust

your prospects’ problems.

5. Consider the paid search engines

This is commonly referred to as pay-per-click (PPC) advertising because participation requires you to bid on a “per-click” basis f

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

or specific words/phrases you think interest your prospects. The leading PPC search engines are Google Adwords, Overture, and MSN. Because they generate an extremely large amount of traffic, ever

.

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

y business owner should explore the viability of using them.

A word of caution. Do not:

• Think that simply building a site will generate traffic

• Try tricks or gimmicks

• Obsess over the ta

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

Companies that provide selfless information through particip

sk

• Give up; the process does work if you’re patient

There are no guaranteed success formulas for marketing a web site. But common sense and proven techniques go a long way to making it happen

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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Imagine your favorite little retail shop. Think of how many people come in and out of that business establishment in an hour. Now think of the number of people that look at the shop?s products. Take into consideration the variety of products they buy, as well as the amounts they buy.

The fundamental rule of making a profit from a Internet based business enterprise is drawing traffic to that business's Internet website location. One of the best ways of drawing traffic to a website is through targeted search engine optimization.

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