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Have you noticed your website slipping in the Google rankings over the past few months for keywords that previously scored high

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

? Join the club and welcome to The Google Dance.

The Google Dance is a phrase that was coined to explain the new search engin

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

Examples of combination products may in

e algorithms that Google puts into play on occasion. The most recent Google Dances in the past year startled website owners as

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

they watched their previous number 1 site plummet to number 400 in the rankings – or disappears off the Google charts all toge

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

ther.

Many of my clients called me in a panic, wondering if they did something "wrong" to cause this to happen. The answer is

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

Combination pro

mostly: no. You didn’t do anything wrong. Google is testing new search algorithms to help people find more relevant results

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

from their searches and to give penalties to people who use illegal techniques to try to get higher rankings in the search resu

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

lts. I can’t say that the results are any more relevant, though. For instance, when I use the keyword "small business coach,"

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

I expect to receive results that list small business coaches’ websites. But when I type in "small business coach" in Google,

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

the first result I get is an Amazon.com site. In fact, only four out of the top 20 sites listed are coach’s sites.

So, what t

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

do? The knee-jerk reaction is to try to figure out what the "new" algorithm is and to optimize your site accordingly. That’s

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

Following aspects would a

a bad idea. First of all, the search engines use over 100 elements to rank a site. Since you can’t possibly know what all 10

dd to the challenges in developing combination products:

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

0 elements are, or what weight is given to each element, you will be wandering in the dark. Second, you don’t know how long th

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

is particular Dance will last, so you might be optimizing your site only to have it all wrong when the next Dance occurs. Thir

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

d, you might optimize your site for Google, only to harm your rankings on Yahoo or MSN.

My advice to my clients is two-fold: F

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

irst, read the guidelines for each of the search engines and make sure that your site isn’t doing something against policy, as

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

Professional from academic institutions, pharmaceutical industries, health care indust

your site will be penalized and dropped in ranking. Next, sit tight. Wait a month to see how the Dance goes. Monitor your si

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

te once a week to see where its ranking is for each keyword phrase you’re tracking.

Search engine optimization should be just

.

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

one part of your fuller Internet Marketing strategy. While the Dance is happening, focus on other pieces of your Internet Mark

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

Companies that provide selfless information through particip

eting strategy and use other techniques to bring visitors to your site. In the end, your strategy and results will be stronger

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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For those that have put in the time and effort to build up a business, they really need to understand the value of maintaining those hard won clients. There are many situations that may leave a business owner scratching his head and wondering which client gifts are the most appropriate, if any at all. The same can be said for valued employees as well.

How do we build a business? This is the ultimate question. Our quest to grow our company into our vision is something we all strive for. But how do we do this? How do we market ourselves in order to build awareness and attract our ideal clients? Some of life's greatest questions have the simplest answers. I will attempt to offer my philosophy as to one of business's greatest questions.

When it comes to cutting edge tech, I know some people feel that the drum beat to use what's new and improved can get a little loud and too proud. I still have freinds and acquaintances who have as yet bought a dvd or dvd player, of course video ditributors are still banking on them. And I have to confess that I still have in my possession some 8-track tapes, but then I'm dating myself as partially retro-age.

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