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There has been a lot emphasis on SEO and Pay Per Click lately, but less about how to optimize sites for humans once they get to your website. It doesn’t matter how many clicks a site can get in one day if visits scramble for the back button as soon as

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

the page loads. Sites that become successful first get visibility from search engines and then keep visitors engaged once they get there.

But how is this accomplished? This is the million dollar question and one that won't be answered by one single p

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

Examples of combination products may in

rson, but can absolutely be answered by visitor reaction to your site. It doesn’t matter whether or not your friends or your coworkers think your site looks great. What matters is real, honest, factual data about how visitors react when they come to yo

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

r site. Here are some questions to ask:

Is the purpose of my site clear?
Where do visitors drop off?
Are visitors seeing what I want them to see?

Build in a Strong Call to Action

You know what you w

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

nt visitors to take when they come to your site, but do they? Before you even design or redesign your site, you must ask yourself, "what is it exactly that I want visitors to do when they come to my site?" Do you want people to sign up for your newsle

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

Combination pro

tter so that you can build brand recognition and product awareness over time? Do you want them to download your eBook? Do you want them to pass along a link to your free report to a friend, boss, or coworker? You've got to include a call to action 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 specifically asks visitors to take that action.

I was speaking with a new client recently about his company's website content and asked him what exactly he wanted visitors to do when they got to his site. The company provides a new and complicated b

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

okerage service that most people and businesses didn't realize they needed. However, the company knew from experience that when they could get the prospect to speak with a sales person, they became excited about the service and often became accounts.

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

y client replied that with their company’s business model, the action they needed visitors to take when they arrived at the site was to call the company. But their 800 number wasn't listed on the pages. There was no compelling argument on the site 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

pick up the phone and make that call. The remedy is an upcoming site redesign focused around this particular call to action through a visible phone number, live chat, and VOIP icons. Before you wonder how this company could have overlooked publishing

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

heir 800 number, take a look at your own website after determining the specific action you want your customers to take. There are always ways to improve.

Conceptualize a Visitor Path

Before you build your site, you should envisiona p

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

Following aspects would a

th through which you want customers to travel. This will depend on the overall goal of your website. Your goal might be to sell products, sell information, build an opt-in mailing list, build community, or a combination of these.

It’s not likely that a

dd to the challenges in developing combination products:

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

y of these things will truly be achieved with one page, so you will need to create multiple pages to build desire for and reinforce your intended goal. If visitors never take the first step down your path then your site surely won’t reach its intended g

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

oal.

For example, your first thought may be to lower your prices if visitors aren’t buying, but it could be that visitors are never getting past the home page. Until you know how customers travel through your site, you may apply the wrong cure based o

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

your perceived diagnosis, and selling yourself short on your profits at the same time.

The first step in developing a successful visitor path is to understand where visitors go and where they leave. Without this critical piece of information you may 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

ply the wrong cure based on your perceived diagnosis.

In order to find out where the problem areas are on your site, you’ll need a good web stats tracking program. A lot of hosting companies have them built into their hosting plans. The good thing ab

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

Professional from academic institutions, pharmaceutical industries, health care indust

ut these is that you won’t have to cut and paste tracking code onto each page of your site. The downside is that they aren’t all incredible useful. One of the best web stats products out there is

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

arget="_blank">Stats Counter. Their basic service is free and it’s very feature rich. If you’re not already using some form of web stats with page tracking, this is a step to take right away.

The process of improving conversion rates can be well,

.

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

fun! It’s interesting to see how adding one piece of text here and one link there can make such an incredible impact on your sales. When making changes to your site, be sure to change one thing at a time so that you can isolate the change that is maki

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

Companies that provide selfless information through particip

g the impact. If you change too many things at once, you won’t know which change has caused the positive or negative reaction. Develop a plan and get ready to roll out changes on a regular basis, track your results, and get ready to start making sales

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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Keep your eye on the ball! Organizations should carefully evaluate their processes prior to planning an outsourcing engagement and if the decision is made to move forward, careful attention should be given to developing comprehensive requirements. Appropriate Service Level Agreements (SLA's) must be negotiated to ensure expected performance. And, once the engagement is underway, rigorous monitoring of the vendor's performance must take place.

Why bother with SEO tactics that are simply guesswork and may be obsolete tomorrow. A well written article can secure backlinks and improved ranking for your site without resorting to optimization techniques.

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