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The vast majority of web sites are destined to fail before they are even built. Why? Because people building sites almost always put the cart befo

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

re the horse. Actually, most don’t even include the horse.

Evolution of Your Site

New sites follow a typical evolutionary process.

1. The first

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

Examples of combination products may in

stage involves slaving over the design of the site to get just the right look;

2. The second stage is the publication of the site;

3. Third com

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

es the first thought about how to get traffic to the site;

4. Fourth, the discovery of pay-per-click options;

5. Fifth, the pursuit of PPC campa

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

gns and realization of sales!;

6. Sixth, the “misery stage”, occurs with the realization that sales are being made at a loss!;

7. Frustration, f

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

Combination pro

rustration, frustration;

8. The “extinction stage” - With profitability seeming impossible, the PPC campaigns are closed and the site just sits t

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

here.

Does any of this sound familiar? You need not suffer this evolutionary extinction! Taking one step before you build a site can save you a l

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

ot of wasted time and money.

If You Build It, Will They Come?

The first step to developing a successful web site is keyword analysis. Keywords a

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

e the anchors of each page of your site, a collective summary of your products and services.

The first step to developing an online business is 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

o identify whether there is sufficient traffic for your business product or service. Let’s look at a very simple example.

If your are selling bo

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

ating products, each page of your site should incorporate boating-related keyword phrases. You must analyze whether there is a sufficient number o

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

Following aspects would a

f searches each month to make your boating site a viable entity. A free method for doing this is to use the Overture inventory tool:

http://inven

dd to the challenges in developing combination products:

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

ory.overture.com/d/searchinventory/suggestion/

In our example, we would do a search for “boating” to see how many searches there are for the keyw

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

ord as well as other boating-related keyword phrases. A quick search shows there were over 100,000 searches for “boating” and over 4,000 searches

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

for “boating supply” in March 2005. These numbers suggest that there clearly is enough traffic to build a site selling boating products.

Alterna

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

tively, assume that we want to build a site promoting our hiking guide service in Nevada. If we do a search for “Nevada hiking” using the Overtur

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

Professional from academic institutions, pharmaceutical industries, health care indust

inventory tool, we find that there are only 100 or so searches a month. Should we go ahead and build the site? Probably not. There simply isn’

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

t enough interest to justify spending the time and money.

Unfortunately, we often talk with site owners that have spent significant amounts of mo

.

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

ney building a site only to find that there is little interest in their product or service. By performing keyword analysis, you can determine whet

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

Companies that provide selfless information through particip

her a site should be built before you spend the time, energy and money on it. There is little reason to build a site that has no chance of success

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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