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In December 2006, 6.7 billion searches have been made in sites such as Google, Yahoo and MSN. Millions of people use these search engines for all kinds of information needs. As a result, PPC advertisi

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

ng has become one of the fastest growing means of online advertising. Thus it could disastrous for any company to overlook PPC advertising in their online marketing and Search Engine Marketing (SEM)

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

Examples of combination products may in

plans.

The basic idea of PPC campaigns is that you are only charged when a user clicks on your ad but besides this PPC advertising provides certain unique advantages which has added to its increasing

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

popularity and its rising importance as an efficient marketing tool.

Some key advantages offered by PPC campaigns are:

1. Low cost and immediate results: Compared to traditional mediu

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

ms of advertising you incur only a fraction of costs in PPC advertising. Typically a PPC campaign requires a small budget to start with and in PPC campaigns since you are charged per click and you pay

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

Combination pro

only when a user click’s on your ad. A campaign can be up and running within a day or two and once the campaigns are running your ads are immediately listed on the search engines, thus providing almo

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

st instant results.

2. Keyword Specific: PPC campaigns are keyword specific and thus you have the ability to choose keywords and phrases relevant to your company’s products and services

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

thereby reducing the cost incurred due to irrelevant clicks. Apart from cost advantage another important feature of PPC campaign is that since its keyword specific you can get detailed information ab

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

out the search volume for the keywords relevant to your business and thus helping you create better targeted ads and only attract those consumers that are interested in your products/services.

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

3. Getting Market Insight: PPC campaigns provide you option of promoting your products/services only to the regions of your business operation or interest. You can run your ads for certain se

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

of keywords in particular region and for another set of keywords in another region and by monitoring your results you can gain insight into the market of a particular region or a country. This can he

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

Following aspects would a

lp you identify new business prospects and also help you in shaping your future marketing strategies for a particular region.

4. Understanding Consumer Mindset: In PPC campaigns you g

dd to the challenges in developing combination products:

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

et access to comprehensive data with regards what a consumer in a particular region is looking for and whether your products/services are relevant to them and satisfy their needs. It also helps you de

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

termine consumer mindset when it comes to your products/services. This can help you understand whether your products/services are in demand and whether you need to offer new in-demand products/service

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

s. Thus you can develop your business in more efficient way by offering only those products/services that consumers are looking for. So your business model can be more in tune with the consumer expect

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

ation.

5. Generating awareness: PPC advertising is also very useful for both newly launched brands as well as for upcoming brands. With specifically targeted campaigns you can generate

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

Professional from academic institutions, pharmaceutical industries, health care indust

awareness about your products/service as well the advantages you offer and that also to only those consumers who are interested in products/services similar to yours and in only those regions where yo

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

ur products/services are accessible. Thus it can help you build a brand image for yourself even before launching your product/services and also create brand awareness about your products/services.

Th

.

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

us PPC advertising offers certain unique features making it more advantageous both in monetary as well as strategic terms. And since it can be designed according to your own business scenario and cons

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

Companies that provide selfless information through particip

umer preferences, it could be a very important aspect of your Search Engine Marketing campaign and can hardly be overlooked in your online marketing strategy as well in your overall marketing strategy

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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