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Advertisers in North America spent close to $6 billion on search engine marketing, or SEM, in 2005. And, analysts expect a whopping double-digit increase in 2006. Now t

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

hat SEM has a high profile in the corporate marketing budget, the pressure is on to get results. Here are seven ways to maximize your investment this year:

1.Think s

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

Examples of combination products may in

mall. Local search technology made tremendous strides in 2006. Since purchasers buy close to home when given the opportunity, advertisers should shift dollars from “sca

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

tter gun” SEM to geo-targeted pay-per-click, or PPC, campaigns. Aside from increased conversions, local search delivers new customers who, being nearby, remain loyal.

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

2.Think beyond. While the power of local marketing is undeniable, products and services traditionally sold locally or regionally now can be sold globally via the Intern

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

Combination pro

et. Top search marketers think outside the box, testing PPC programs in new markets; promoting toll-free phone numbers; and, developing online partnerships that expand

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

service areas. The cost and risk of online market development are modest compared to brick and mortar expansion. However, the payoff can be enormous.

3.Get on the phon

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

! Although we operate more and more in a Web-based marketplace, many consumers prefer talking to a real person. Pay-per-call advertising fills the need by displaying ad

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

s that invite consumers to phone-in rather than click-through. With a widening variety of service providers to choose from, pay-per-call is expected to become a $3.75 b

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

illion business by 2010.

4.Analyze and maximize. Tools to analyze consumer behavior on the Web became more robust and less expensive in 2006. Google™ Analytics, for i

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

nstance, provides the in-depth, easy-to-read data marketers need to assess how consumers respond to SEM campaigns and e-commerce Web pages. Careful analysis focuses ad

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

Following aspects would a

placement; sharpens keyword selection; strengthens content; and perhaps most importantly - adds sales.

5.Optimize and economize. Effective SEM balances paid and organi

dd to the challenges in developing combination products:

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

c search activities. If a company Web site is poorly optimized, it will be nearly invisible to Google™ and the other major search engines. Fortunately, the cost of sear

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

ch engine optimization, or SEO, is fairly modest, and the result — higher search engine page rankings - is monumental for attracting new business.

6.Blog. Business b

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

ogs are poised to explode in 2007. Why? Because a blog is perhaps the most cost-effective SEO tool available. Blogs rank high on search engines because of plentiful k

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

eywords, hypertext links and fresh content. Beyond improving SEO, blogs create reader dialog that builds customer satisfaction and loyalty.

7.Videocast. Business embra

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

Professional from academic institutions, pharmaceutical industries, health care indust

ced videocasting in a big way in 2006. Relatively inexpensive to produce, short online video clips attract traffic, hold consumer interest and motivate further action.

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

For that reason, one excellent placement for video is on a PPC landing page. Many companies offer video downloads for a fee, creating a sizable new revenue stream.

And

.

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

here is a bonus tip: Partner, plan and prosper. SEM options will continue to multiply, thanks to evolving technologies, more-sophisticated advertisers and ever-increas

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

Companies that provide selfless information through particip

ing consumer reliance on search engines. Profitable search marketing demands careful long-term planning and reliable SEM partners to bring the best options to the table

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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