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Advice You - Internet Yellow Pages or Search Engine Marketing - Best Bang for Your Buck
If you have made the decision to market your company online, you might be wondering whether to opt for an Internet Yellow Pages (IYP) listing or search engine marketing (SEM)
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
. Here are some of the pros and cons of each method.
Ease of Use
One of the knocks against SEM is the learning curve. This factor is especially relevant for small to
Ease of Use
One of the knocks against SEM is the learning curve. This factor is especially relevant for small to
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
medium enterprises (SMEs). Many SMEs find SEM confusing, but do not have the resources to learn about it. On the other hand, the Yellow Pages have a huge local sales force t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
at can work personally with advertisers, who often find it easier to buy a full Yellow Pages online/print package than to invest time and money in learning search marketing.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
For those who do wade into SEM, the upkeep can be overwhelming. Continued monitoring of keywords to ensure good placement among paid listings can be a lot of work. Again, it
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
is small to medium businesses that suffer most in this area - they do not often have the resources to manage an SEM campaign, especially if it has a pay per click (PPC) comp
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
nent.
Cost
Arguments about cost can be made for and against both methods. Without careful planning and vigilance, a PPC campaign can become quite expensive. Costs ar
Cost
Arguments about cost can be made for and against both methods. Without careful planning and vigilance, a PPC campaign can become quite expensive. Costs ar
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
e static in IYP but can fluctuate with PPC, depending on the number of clicks.
The flip side of this argument is that PPC is more appealing because businesses only pay when
The flip side of this argument is that PPC is more appealing because businesses only pay when
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
their ad is clicked, unlike a flat-rate (and often expensive) Yellow Pages ad, which they pay for regardless of how many people actually see it.
Local Search and Ad Conte
Local Search and Ad Conte
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
t
An oft-cited problem with SEM is its weakness in local search. Businesses tend to opt for the Yellow Pages because it has brand recognition among consumers looking for
An oft-cited problem with SEM is its weakness in local search. Businesses tend to opt for the Yellow Pages because it has brand recognition among consumers looking for
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
local companies. The fact that Yellow Pages online sites are destination sites for business searches enhances their appeal to business owners.
Another advantage of IYP is t
Another advantage of IYP is t
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
he content of the listing itself. IYP listings contain more information from the advertiser than a search engine listing, and that information is presented in a way that is f
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
miliar to users. These "copy points" include hours of operation, location, brands carried and payment methods accepted.
On the downside, the online Yellow Pages do not tend
On the downside, the online Yellow Pages do not tend
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
to include what marketers call "non-advertiser" copy points. The search engines are picking up the slack here by including things like integrated maps, user reviews, and rati
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ngs with their business listings.
Search Options
A common criticism of IYP is the limited search options they offer. Search engines allow for broad keyword searches,
Search Options
A common criticism of IYP is the limited search options they offer. Search engines allow for broad keyword searches,
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
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
while many IYP listings only allow for a category and business name search. Some IYP directories have added keyword searching, but the results are not always relevant. Look f
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
or the IYP to improve in this area so they can compete with search engines.
The Bottom Line
A March 2007 study by The Kelsey Group found that growth in IYP is expect
The Bottom Line
A March 2007 study by The Kelsey Group found that growth in IYP is expect
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ed to outpace local search until at least 2011. What does this mean for you? Both are valid marketing options. You need to weigh the pros and cons, evaluating each in terms o
.
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
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
the work required and the costs involved. And look at things from a customer's perspective – although IYP may seem easier to you, the advertiser, is that really where your c
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ustomers are looking?
If you aren't sure which way to go, try a test: divert a portion of your advertising budget to the method you are not currently using and track the ROI
If you aren't sure which way to go, try a test: divert a portion of your advertising budget to the method you are not currently using and track the ROI
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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