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Pay-per-Click advertising has become increasingly popular, but how effective is it really?

What could be easier? You write a 3-line ad, set a b

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

udget, and pick some keywords for promoting your ad. Google and Yahoo do the rest! Your ad is automatically placed in the right places, your res

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

Examples of combination products may in

lts are tracked and recorded, and your monthly budget is never exceeded. Pay-per-click (PPC) is an advertisers dream. Or is it?

In 2006, Google

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

agreed to a $90 million settlement in response to a class action lawsuit that alleged they hadn't done enough to protect their advertisers from

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

lick fraud. Click fraud occurs when someone (usually a competitor) clicks on a PPC ad repeatedly to drive up that advertisers expense or max out

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

Combination pro

their PPC budget, thereby eliminating that particular ad.

Make no mistake about it, click fraud exists. Anyone using pay-per-click services or

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

iring a pay-per-click firm should be aware that this is something that's very difficult to police. You can't count on the search engines to do i

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

t for you, or wait around for the next class action suit for your $4.50 credit (that's what Google had to "pay" to each of their advertisers for

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

every $1,000 they had spent). You'll need to monitor your pay-per-click spend very closely. Unless you do, it could be very easy to fall victim

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

o click fraud.

Another negative to pay-per-click is the

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

_blank">rising cost. It's only going to become more and more expensive as new advertisers discover it and new businesses are formed. Already

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

Following aspects would a

the costs for popular search terms can be prohibitive.

But perhaps the most troubling aspect of PPC, if it's true, is the research that suggest

dd to the challenges in developing combination products:

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

many users are "tuning out" the sponsored ads in their search engine results. More than one report has suggested that consumers are looking pas

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

the results they feel are "planted" and don't necessarily pertain to their particular search. You'll certainly need an alternative advertising

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

method to reach those skeptical users.

There's a place for PPC and it can be effective, but there are other ways to advertise on the Internet.

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

Consider niche market Internet advertising. Much like placing

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

Professional from academic institutions, pharmaceutical industries, health care indust

an ad in a magazine that's tailored to your audience -- it allows you much more creativity and ad space, and reaches only those users who have a

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

interest in your product or service. In most cases your costs are fixed, and your ad is more visible and effective.

Finding a site that allows

.

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

you to expose your advertising to the right market can be tricky. Look for a site that can provide you with a list of companies that are having

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

Companies that provide selfless information through particip

uccess in your market. Don't be scared off by big names advertisers that you may have to compete with -- they may actually help you in some ways

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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THE GOLDEN RULE, do you believe in applying it to your cattle deals? And if not do you sleep well at night?

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Business corporations are now facing one of the most competitive eras ever. With globalization and technology, businesses need to identify various areas for improvement in order to stay relevant.

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