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Dorothy from the Wizard of Oz would have made a fantastic on-line marketer simply because she knew one plain truth: there’s no place like home. Print media, once the staple o

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

f local advertising, now has lost its appeal to many neighborhood merchandisers. In fact, an incredible 70 percent of U.S. households use the Internet to find local informati

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

Examples of combination products may in

on, and 36 percent of all searches are for local businesses. These staggering numbers add up to opportunity. With the right combination of Web site strategy and geo-targetin

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

g, any company can attract nearby customers like never before.

The Top 10 Ways to earn money where you live are:

1.Keep your Web site in sight. Most people start shopping o

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

n one of the big search engines. Your site must use the right keywords and other search-engine-optimization techniques to be noticed.

2.Make your Web site out of sight. Onc

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

Combination pro

e your site is optimized, shoppers will find you, so make sure they like what they see. Explore the sites of your competitors and compare: does yours have the best content,

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

navigation and graphic appeal?

3.Bring people on-line when they are off-line. Advertise your Web address everywhere: letterhead, signs, print ads, fliers, your door, menus,

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

napkins, t-shirts, hats — anywhere you can think of.

4.Get connected. Link with or register on local Web sites, vertical market sites, local on-line papers and Yellow Pages

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

, and business directories such as Yahoo!® Local and Switchboard®.

5.Consider the source. Geo-targeted ads identify users by zip code, area code, IP address or some combina

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

tion of the three. Decide how wide a net you want to cast; depending on your market, zip codes and area codes might contain widely different population numbers.

6.Check ad p

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

roviders for accuracy. Find out how geo-targeted ad providers collect their user data. Declared data, or information provided by the user during a registration process, is

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

Following aspects would a

far more accurate than observed data. The most commonly observed data is IP addresses; but these cannot always be traced back to a specific or accurate location.

7.Don’t go

dd to the challenges in developing combination products:

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

by content. If your business is in the heart of Manhattan, you might think advertising on nytimes.com makes geo-targeting sense. It doesn’t. Popular news sites draw visitors

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

from all over the globe.

8.Make an offer they can’t refuse. Ads featuring a specific offer achieve dramatically higher click-through rates than ones that don’t. Local shopp

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

ers want to do business with you, so give them a reason to do it now.

9.Email a newsletter. Everybody knows neighbors like to gossip, so they might like a newsletter that co

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

vers the local scene and what’s up with your business. And, by adding newsletter content to your Web site, you optimize for the search engines.

10.Blog A Web log, or blog, c

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

Professional from academic institutions, pharmaceutical industries, health care indust

an help you establish your company as a thought leader in your field, or simply give local shoppers another way to get to know you. Since business blogs are exploding in popu

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

larity, potential customers often search on blog-specific search engines rather than tradition ones. You might have the blog search space all to yourself, at least for awhile

.

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

.

In short, effective geo-targeting requires a combination of advertising strategy and SEO. Google™, Yahoo!® and the other big engines are rolling out powerful tools to filt

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

Companies that provide selfless information through particip

er searches down to sites that most-closely match the shopper’s location. Local businesses with optimized Web sites and geo-targeted ads will capture the home-field advantage

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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Branding has always evolved from the simple to the complex, just like everything else. Evolution begets progress. Now in this Information Revolution the battle of branding is always as they put it – innovating itself and stiff competition is the name of the game.

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