Cases - Internet and Businesses Online

"I don't need the Internet to advertise - I'm a local business!"

Okay...

If you could spend ?0.04 (or $0.05 in the US) and have a ne

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

w customer - what would you do with your local business advertising budget?

I hope you would spend that money again and again!

Gra

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

Examples of combination products may in

nted this is the ideal example and you are likely to pay much more then ?0.04 per customer you acquire, BUT - herein lies the rub fo

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

local businesses:

An internet presence announces your business to the world.

When you are online, you have little control about whe

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

re traffic is coming to you from (if you are not actively driving traffic that is), but what if you could make sure that people who

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

Combination pro

ived in your area, who buy your goods and would make ideal customers could be targeted!

Google Adwords can help you target local peop

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

le, not people from New Zealand if you live in the UK - but people close to you.

Pinpoint geographic targeting of prospects is an op

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

timum use of your local business advertising budget.

Is it 100% foolproof?

Alas no, but it's a good start.

How do I do it?

Well th

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

easiest way to do this is as follows:

Create a national campaign with your search terms and your location terms - eg: If you're a p

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

lumber in Poole then "plumber poole" would be a good keyword.

Create a geo-targeted campaign (this can be done in a couple of ways -

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

I'll leave the nitty gritty details out for now) which means your ads are served to local people when they search for your keywords.

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

Following aspects would a

So in the plumber example if a local person types in "plumber" and doesn't mention anything else, your advert will be shown.

So go

dd to the challenges in developing combination products:

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

es the theory anyway.

Does it work all the time?

Like I said - Not always very well.

This is because Google uses IP addresses to det

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

rmine location and this method is somewhat of a cleaver when a scalpel is required.

It all depends how diligent ISP's are when allocat

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

ing IP addresses to their customers, the only way you can know is through empirical means.

What if the regional targeting is produc

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

ng no results?

If this is the case then a national campaign with location terms included (as mentioned above) is your best bet.

If

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

Professional from academic institutions, pharmaceutical industries, health care indust

you were to run a national campaign on the same keywords without the location terms, you will be competing with other players who have

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

a national presence for your particular product/service which could prove very expensive.

Your local business advertising budget spen

.

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

should at the very least give Adwords and PPC advertising in general a tryout. Remember there are an infinite number of keywords

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

Companies that provide selfless information through particip

in any target market.

Just because the big boys may have a stranglehold on the 'obvious' terms does not mean your market is saturated

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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When starting an online business people don’t realize that an online business and an offline business are very similar.

Businesses often encounter logistical and organizational challenges when integrating offline and online channels in their promotional strategy. However, the potential added return in terms of branding and direct sales-leads should justify the planning and testing of these channels.

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