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Many people don't realise that affiliate software has more uses than just "simple" affiliate management. It can be used to track activity (including conversions and ROI) of campaigns running on AdWords, Overture, or anywhere else.

F

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

irst question is - why should you do it?

Most of the advertising systems do have some kind of sale conversion tracking.

This is true, but there are some benefits when you use your affiliate system to do the work:

You can co

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

Examples of combination products may in

pare the results of different campaigns

Affiliate software (if it's good one) will allow you to easily view reports of clicks, sales and conversions for given campaign. You can easily find out what pays of and what not.

Moreove

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

, by comparing conversion ratio of different campaigns you can identify the weak points and try to improve them.

What if you'll find out that your Overture campaign converts much less visitors into buyers than AdWords?

If you know

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

his, you can try to improve it. And when you make a change, the affiliate system will tell you again if your sale conversion increased or not, and how it compares to others.

No need to include multiple sale tracking co

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

Combination pro

es

It is simply less work. When you have affiliate software installed, it already contains the sale-tracking snippet.

So you don't need to edit your pages and place the sale conversion codes for every new advertising system you

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

plan to use, you'll simply use the affiliate's system build-in sale tracking capability.

It allows you to track also systems that don't implicitly offer sale conversion tracking

Google AdWords and Overture do have

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

sale conversion tracking, but what if you buy campaign somewhere else? Or banner placement, sponsored listing, etc.?

You can even track free listing or text link included in some web directory or your friend's web page.

My company

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

ses multiple marketing channels, for example we pay for sponsored listing on HotScripts. If we don't track it with affiliate system, we would have no idea how many visitors HotScripts sends to our page, and how many of them actually

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

ade a purchase.

Now, if I persuaded you that tracking ROI and conversions using affiliate system is a good idea, let's move to the next step - how to set it up.

It depends on the affiliate software you use, but most of them

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

ill have this functionality.

First of all, what can be tracked?

pay-per-click campaigns on Google AdWords, Yahoo Marketing and similar
your own link exchanges with another website
your paid adve

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

Following aspects would a

tisements on another web sites

etc.

The principle is simple - you should create a special "virtual" affiliate for every system or campaign you want to track. Then use its affiliate link instead of your website

dd to the challenges in developing combination products:

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

URL in the campaign destination.

Because the advertisement on external website points to your site through affiliate link, affiliate system will track the clicks and purchases originating from this source as if it is your affiliate.

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

You can easily control how many clicks they are really sending to you, get the conversion ratio, etc.

Exact measurement of campaign results will enable you to effectively plan your marketing campaigns and improve your marketing tec

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

niques.

Example - Tracking Google AdWords step by step

Create "virtual" affiliate for Google - go to admin panel of your affiliate program and manually create new affiliate called Google 'Adwords'.

You can

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

pecify any affiliate details, it is not a real affiliate and only you can access it.

Get the affiliate link - log in to affiliate control panel of new affiliate and get the affiliate's link. You can use link from c

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

Professional from academic institutions, pharmaceutical industries, health care indust

de of any banner, or you could have created special banner for this before.

Affiliate link usually looks like http://www.yoursite.com/?ref=affiliateid

Use affiliate link in AdWords campaign - open yo

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

r Google control panel, and rewrite the ad destination URL with the affiliate's link.

That's all. Now the traffic and conversions coming from Google AdWords will be tracked. Because you used affiliate link as a destina

.

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

ion URL, the traffic from Google AdWords will be sent to this link.

Google acts as your affiliate, but because it is virtual account for your own use, you don't need to pay it any commission from affiliate system.

CONCLUSION

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

Companies that provide selfless information through particip

Affiliate software can simplify your life by tracking your ROI and conversions from multiple different external systems and/or campaigns (like AdWords, Overture, HotScripts, etc.), and providing reports and comparison of the results

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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