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When it comes to new internet marketing opportunities for your business, RSS just might be the answer you were looking for. Here are just some of the new opportunities it can provide you with …

1. PODCASTING AND VIDEOCASTING

Podcasting (delivering internet audio content) and Videocasting (delivering i

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

nternet video content) allow you to communicate via rich media messages, not only making your content more attractive and powerful, but also enabling a more personal »conversation« with your audiences.

Up until know, the internet was predominantly a textual channel. Adding audio and video to the mix, d

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

Examples of combination products may in

livering both via RSS, goes beyond the basic capabilities provided by »traditional« internet content delivery channels. Rich media personalizes the internet experience and gives your company a distinguishable face, while at the same time providing you with a media platform to convey your message so th

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

at it is easier to understand, see and feel.

Think about ...

--> Delivering press releases in audio or video

--> Sending your customers a personal video message from the CEO

--> Doing audio interviews to expand your reach and provide more content to your visitors

--> Delivering video demonstrations

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

of your products

--> Using video and audio to demonstrate how your customers and readers can easily resolve various issues that you are helping them with

--> Delivering important messages to your readers, customers and business partners via a more personal audio experience, instead of using impersonal

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

Combination pro

e-mail communications

--> And so on ...

In addition, Podcasting and Videocasting form the basis of new business models, giving you the opportunity to expand your product base to include these formats with higher perceived value.

Customer education & support are improved as well, since you can now dem

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

onstrate key product usage points via online video  providing customer support content in a format, which can easily demonstrate everything you need to convey to your customers.

2. HIGH FREQUENCY CONTENT UPDATES

High frequency content updates, even on a daily or hourly basis, are now finally 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

ssible with RSS. No more need to hold on your important messages, news and other content for a week or even a month to include it in your e-zine --- with RSS you can update your content as often as you want/need, and your subscribers won't mind.

3. APPCASTING

Appcasting goes one step further, giving y

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

u the ability to deliver critical software updates and patches to your existing clients, without them having to visit your web site every week to see if the much needed update is already available or not.

4. PRODUCT NEWS, RELEASES AND UPDATES

Product news, releases and updates are now finally possible

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

in an easy-to-consume way. Using RSS, you can provide your customers or prospects with simple tools to create their own »product feeds«, through which they'll be immediately notified when new products that precisely match their interests are available.

As soon as your product portfolio changes, so doe

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

the content in the RSS feeds that your customers are subscribed to.

Just think of the following possibilities ...

--> The search tool is one of the most often used in larger web stores, giving your visitors an easy way to find the products they are interested. But the same search results can be deliv

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

Following aspects would a

red via RSS as well. Imagine your customer doing a search for one of your product categories, and then also receiving a link to the RSS feed for those very same search results, to find out immediately when a new product matching his terms is released or available for order.

--> This works for complex s

dd to the challenges in developing combination products:

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

earches as well. If your customers are in the habit of searching for specific product categories, but only in a specific price range, you can deliver those very same results to them via RSS, but with a small twist  as soon as a new product matching their terms, including the desired price, is la

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

nched, they are notified about it via RSS instantly. No need to visit your site again to do the time-consuming search; the release comes directly to them.

--> Of course, the same approach that many are already using for e-mail alerts can be used for RSS. Give your visitors a simple form using which the

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

enter their criteria, and then give them access to an RSS feed bringing them product updates based exactly on their criteria. Why not just use e-mail? Because no one really wants more e-mail messages in their inboxes and no one wants to give away their personal information, while RSS is anonymous, does

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

n't require an e-mail address and is read when the customer decides he has the time.

5. PERSONALIZED CONTENT SERVICES

Personalized/customized database listings are quite similar to product updates, but relate to any kind of complex information you provide to your visitors, such as …

--> Job listings

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

Professional from academic institutions, pharmaceutical industries, health care indust

--> Dating

--> Real estate

--> Etc.

Using RSS, your visitors can decide exactly what kind of »content« (in this case, an individual content item could be a new job listing) they are looking for and then have that content delivered directly to them, via their own personalized RSS feed.

And yet, all o

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

these are just some examples of what you can do with RSS. The possibilities for new content delivery & business development models are quite endless.

For example, some companies are already giving their visitors the opportunity to track their FedEx, UPS and other packages via RSS feeds. Yet others are

.

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

creating new services that allow you to receive critical information from an RSS feed to your mobile phone via SMS (such as getting an SMS notifying you that a new job matching your criteria is available). Yet again other sites enable you to keep track of when you need to return your library material,

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

Companies that provide selfless information through particip

nd even when your holds are ready and when they are about to expire, all this using RSS.

All of these are new business opportunities made possible with RSS, and each of them in a way improves lives of end-users, without placing a larger burden (more e-mail messages) on them.

Copyright 2005 Rok Hrastni

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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Subscription based services involve the continuous usage by a Customer, often based on a contract. Common examples are: bank accounts, credit cards, fixed & mobile telecommunication services, internet access service. In the case of subscription based services, the frequency of use can be easily derived, since each service usage is recorded. In the case of bank accounts or credit cards, each account or card transaction is recorded. These transactions are handled by banking systems in order to produce monthly balances or Customer invoices. In the case of fixed & mobile telecommunication services, each phone call is captured in a CDR record (call detail record) along with details about the call (calling & called number, time of day, duration, cost band). These usage records are processed by the billing systems, in order to produce Customer invoices.

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