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The year 2007 is round the corner and companies are getting ready to implement new strategies for their businesses. If your website is not working to support your business in terms of its sales, lead generation, bran

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

d building efforts etc, it’s still not too late to create a strategy that supports and facilitates your short, medium and long-term business objectives.

1. Redefine your web strategy

A web-strategy should b

; 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 simple and focused. For example, if you are a small service based organization, your website should be able to generate leads, provide online tools, and promote you as an expert in your industry. If you are a retai

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

er, you should be able to sell your products online or at least make a deep and active connection with your regular customers.

2. Stand out as an Expert

In spite of limited budgets you can still make your c

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

ompany / brand the most admirable one. Standing out as a customer-centric company requires you to provide your customers with content / information which will help them with their problems related to your product. Su

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

Combination pro

ch content and information will go a long way in building loyalty towards your company. Good, relevant, and focused content is information in the form of articles, whitepapers, research reports and web-based tools, w

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

ich is built closely around the information-requirements of your customers.

Here is an example to further clarify the concept; Let’s assume that you are an insurance agent, what would be expert content for your webs

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

ite? Content educating your customers and potential customers about how insurance policies work, tools and self assessment calculators, an expert blog etc. It’s important to understand that once you start providing s

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

uch content regularly, you will see a large number of people coming back to your site, and also referring your company to others.

3. Open up communications

Customer Centric companies are good listeners. The

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

web being a very interactive medium makes it easier for you and the customers to communicate. You should provide your customers the tools to communicate with you by giving contact forms, feedback forms, forums (moder

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

ated) etc. Also you can start a corporate blog, an e-newsletter, or a moderated forum to create a two-way communication with your customer base.

4. Apply the power of Search Engine Optimization

If you are

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

Following aspects would a

still not doing it, you are missing out big time! Search engine optimization, popularly known as SEO, is about optimizing your website in a way so that it appears in the top search results when people make search que

dd to the challenges in developing combination products:

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

ies in popular search engines like Google, Yahoo and MSN etc. Anyone can learn search engine optimization but if the lack of time and interest are what's holding you back, hire a consultant or a SEO company with a su

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

ccessful track record.

5. Earn Revenues from Your Website

You would be pleasantly surprised to know that everyone with a website can earn revenues from it. You can become a contextual publisher (AdSense, Y

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

PN etc), become an affiliate, or simply set up your own store and sell online. With e-commerce revenues totaling up to billions of dollars; why not take a small meaningful share of the chunk? If you have a service or

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

product you can sell online, don’t stay back.

6. Design and Visual Appeal – It Counts!

Your website needs to look visually appealing and there are no two opinions on that universally. Visually appealing ho

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

Professional from academic institutions, pharmaceutical industries, health care indust

wever can be a matter of personal tastes, however following are some industry standard best practices.

• Avoid Splash pages. Splash pages are actually a hindrance and increase the number of clicks and time to reach

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

your homepage.

• With a large number of internet population now switching to Mozilla browsers (FireFox), make sure your website is cross-browser compatible.

• With the various screen resolutions available, (600 x 8

.

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

0, 1024 x 768 etc) always check if your website looks acceptable in all popular screen resolutions. Also check how your website appears in hand held devices such as mobile phones, PDA’s etc.

• Use flash and other ri

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

Companies that provide selfless information through particip

ch media sparingly as users with low speed internet connections may have difficulty viewing them.

• Meticulously focus on the design consistency. The colors, layout, and buttons, should be consistent across the site

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
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Niche Products are the gateway to your online success. In today's online world you must lead your niche product field in order to dominate the market and be in control of your own destiny. Now that may sound basic in nature but when you have a niche product, you have already narrowed your marketing and it's up to you to do your homework to be the best in your niche market.

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