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Context advertising is about sensing the visitor interest and reason to visit the specific web space, in order to efficiently promote relevant product-offering links. In that sense, Con

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

text advertising relates to Customer intelligence: the development of Customer insight in order to align offerings to Customer needs.

Static context advertising is an old practice. On

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

Examples of combination products may in

the web static context advertising is also common practice on vertical portals, their newsletters and RSS feeds. The latest developments which have been pursued by the contextual ad pro

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

viders on the Internet (like Google Adsense, YPN, MSN adCenter), present a potential for extreme growth and relate to dynamic context advertising. Dynamic context advertising relates to

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

the examination of the content of each web screen (text mining and information extraction), in order to assess the interest of the visitor in real-time and match it with relevant advert

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

Combination pro

isements (ad selection). Contextual ad providers are facilitated by spider friendly pages (pages with titles, headings, rich text).

The efficiency of context advertising in presenting

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

ads within context on a web screen, influences the click-through rates. Ads which appear out of context shall have much lower click-through rates. Apart from the degree of relevance, th

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 efficiency is influenced by presentation parameters: placement on the page space, combinations of colors, ad unit size, which should be tested to find the optimal page setup which yi

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

lds high click-through rates (CTRs).

Balancing user experience vs advertising revenue, is important for a sustainable result. The poor User experience, when the page visited is filled

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

with ads in the center and the remaining page content is poor, will probably lead to very limited repeat visits.

Context advertising is currently applied to web pages in general, searc

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

h engine result pages (known as keyword advertising), to many newsletters in the content of the message, to RSS feeds.

Context advertising techniques, are constantly under research & d

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

Following aspects would a

evelopment:

Google Gmail applies text analysis techniques in order to place sponsored links of relevant content. By analyzing the email message content, it tries to identify the inter

dd to the challenges in developing combination products:

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

sts of the mailbox owner.

There is evidence that Google is experimenting with ads that appear without the well know label ‘ads from Google’, to check whether click-through rates will b

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

e increased.

Microsoft adCenter labs, is experimenting in software that can evaluate and score the relevance of a web page to a limited set of content categories, as well as the demogr

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

aphics of the audience.

EBay is to launch advertising called AdContext, where internet users will be directed to specific auctions linked to words on the web page they are visiting.

C

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

onducive Corporation's adMarketplace technology launched in December 2004, dynamically analyzes the publisher's Web page based on HTML, meta data, content and keywords. Based on the la

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

Professional from academic institutions, pharmaceutical industries, health care indust

ter, it searches its set of advertisers to determine the ad that best matches the page. A contextually relevant ad, is delivered to the publisher's site.

Quigo’s, Private Marketplace

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

allows publishers to sell advertising on their site through the AdSonar interface, chose the advertisers that appear, and offering advertisers the ability to advertise on the sites they

.

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

choose.

On-line advertising is growing with high rates. According to Outsell, the online channel is used in 2006 by 80% of advertisers. Outsell projects more than 90% adoption by 2008

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

Companies that provide selfless information through particip

. Total online marketing spending will grow 19% in 2006, eight times the rate of TV ads and six times the rate for print ads. Spending on search engine advertising will grow 26% in 2006

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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Many business management professionals agree that for profit businesses and capitalism is more efficient and will get the job done faster and better than a non-profit organization. In hind sight of many a task folks have noted that if a business were to have been put in charge then this would never have happened.

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