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Now that you plan to use Microsoft®’s new advertising platform, adCenter, there are ways to maximize your investment. With pay-per-click, or PPC, adver

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

tising, taking shortcuts is easy and tempting, but also costly. Cover these 10 bases, and you will get the most from your adCenter spend.

1. Set a sust

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

Examples of combination products may in

inable budget. Effective PPC takes time. Decide how much you can afford over a 12-month period, and stick with it. Start small and ramp up expenditures

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

as you refine your campaign and achieve results.

2. Define your objectives. Some companies find PPC mysterious and think throwing money at it is a go

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

d way to test the waters. But there is no mystery to adCenter. Its back end is loaded with robust reporting and analysis tools. To use them, you must fi

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

Combination pro

st calculate your desired click-through rate, conversion rate and return-on-investment metrics.

3. Profile your customer. A standout feature of adCente

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

r is its ability to target customers by geography, gender and time of day or week. However, these capabilities are useful only if you define the who, w

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

ere and when of your ideal audience. The clearer your target, the higher your conversions.

4. Select keywords carefully. adCenter offers a sophisticat

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

d keyword-selection tool called adLabs. Take advantage of it not only to find the right keywords, but also the best ways to combine them, and the best t

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

imes to use them.

5. Do the splits. “Split testing” is a solid PPC technique of changing one or two variables (such as a keyword or time of day) in a c

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

mpaign to see which works better. With adCenter’s ability to target and report, there is no excuse not to do it.

6. Use a landing page. After people cl

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

Following aspects would a

ck on your PPC ad, where they go next is crucial. Best is to create a specific landing page that fulfills the expectation of the ad and clearly explains

dd to the challenges in developing combination products:

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

the next action.

7. Track results. adCenter updates campaign statistics daily, and even hourly, in some cases. Without monitoring progress, companies

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

end to overspend, under spend or miss obvious ways to improve results.

8. Identify the weak links … Several things have to fall into place for maximum

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

PC efficiency. Analyze what is working— and what is not. Low click-throughs often indicate weak keyword choices. Low conversions might suggest a proble

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

m with the landing page.

9. … And make adjustments. PPC is all about continuous improvement. Keywords not working? More than likely, further research w

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

Professional from academic institutions, pharmaceutical industries, health care indust

ll uncover better ones. Interviewing a few customers might identify an easy fix to a flawed landing page.

10. Build relationships with adCenter support

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

Like any new software product, adCenter has its occasional glitches and inconveniences. Get to know the adCenter Client Center so you can keep your cam

.

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

paign rolling.

One reason PPC is so attractive is results can be predicted and then measured. Since adCenter brings a new level of analytics to the PPC

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

Companies that provide selfless information through particip

arena, it has enormous potential for advertisers. Still, a tool is only as good as the person using it, so follow these tips and be the best you can be

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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