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Advice You - The Top Seven Strategies for Website Success
Whether you’re concerned with business-to-business, or business to consumer, whether your organization is large or small, commercial or nonprofit, these are some fundamental questions around your Website and technology strategy that should be addressed.
Otherwise, you risk mi
Otherwise, you risk mi
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
ssing opportunities, and not maximizing the return on your investment in your online presence.
If you haven’t visited your own Website for a while, look at it again in light of these questions:
1. Does your Website present an appropriate image of your company?
Marketers
If you haven’t visited your own Website for a while, look at it again in light of these questions:
1. Does your Website present an appropriate image of your company?
Marketers
; 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
talk a lot about branding, and consistency of message. Does your company site reflect how you’d like your customers to feel about your business? Is it sophisticated, and professional looking? Does it speak directly to visitors in language that they’ll understand, and in ways tha
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
relate to their issues and needs?
Image is also about public relations. Publicity is a powerful marketing tool, and reporters are increasingly looking for stories and information online. Does your Website offer a media center? Does it offer comment on current events in your
Image is also about public relations. Publicity is a powerful marketing tool, and reporters are increasingly looking for stories and information online. Does your Website offer a media center? Does it offer comment on current events in your
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ndustry? Do you face up to the bad news, and spin it to your advantage? Whatever you may think of Microsoft, check out their extensive Press Pass area at:
http://www.microsoft.com/presspass/default.asp
http://www.microsoft.com/presspass/default.asp
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
2. Does your Website suggest potential for new or currently untapped markets?
In almost all the sites that I’ve consulted for, we’ve identified markets or audiences beyond the “real-world” customer base of the business.
This may be because the site extends the geographi
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
reach of your marketing. If you have good content on your site, it may also be because visitors looking for your subject area find you in search engines, and come to read your articles and white papers.
Either way, if you find many “non-traditional” visitors to your site, yo
Either way, if you find many “non-traditional” visitors to your site, yo
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
should assess whether they constitute a possible new market area for your business.
3. Does your Website suggest potential for new products or services?
A clear understanding of your visitor needs may also encourage you to consider new products or services. On the Web, bu
3. Does your Website suggest potential for new products or services?
A clear understanding of your visitor needs may also encourage you to consider new products or services. On the Web, bu
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
dling expertise into downloadable, for-sale content provides valuable new revenue streams for many businesses and non-profits.
You can find great clues for development ideas by tracking the keywords entered into your own site search engine. These show what visitors expect to
You can find great clues for development ideas by tracking the keywords entered into your own site search engine. These show what visitors expect to
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
ind on your site – and therefore what they expect your company to offer.
4. Does your Website provide continuing added value for existing customers?
Most site owners focus on acquiring new customers, and fail to maximize the opportunities to support and service existing on
4. Does your Website provide continuing added value for existing customers?
Most site owners focus on acquiring new customers, and fail to maximize the opportunities to support and service existing on
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s.
These include password-protected areas where your clients can follow the progress of their projects, share documents with you, etc. Personalization and pre-populated forms (i.e. which are automatically filled in with the customer’s details) help to create a feeling of valu
These include password-protected areas where your clients can follow the progress of their projects, share documents with you, etc. Personalization and pre-populated forms (i.e. which are automatically filled in with the customer’s details) help to create a feeling of valu
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
, and save time for your visitors.
Check the average response time for a contact from your Website. One of the top complaints about major company sites is that e-mails are not answered in a timely (hopefully 24 hours or less) manner.
5. Does your Website support your inter
Check the average response time for a contact from your Website. One of the top complaints about major company sites is that e-mails are not answered in a timely (hopefully 24 hours or less) manner.
5. Does your Website support your inter
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
al operations and employee needs?
This question relates to whether you’re making the best use of all available technologies, and integrating them with your online operations.
Example applications to consider include:
* Instant messaging, fast becoming a serious busines
This question relates to whether you’re making the best use of all available technologies, and integrating them with your online operations.
Example applications to consider include:
* Instant messaging, fast becoming a serious busines
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
tool
* Knowledge bases – continually updated databases that can provide automated customer support on a 24/7 basis
* Streaming media, perhaps for just-in-time training or on-the-spot manuals for your operatives
* Intranets and extranets, which are really just fancy
* Knowledge bases – continually updated databases that can provide automated customer support on a 24/7 basis
* Streaming media, perhaps for just-in-time training or on-the-spot manuals for your operatives
* Intranets and extranets, which are really just fancy
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
ames for password-protected employee and client areas
6. Does your Website integrate fully with your “real-world” activities and processes?
One of the most frustrating visitor experiences is to complete a form, an application, or to submit a search on your Website, only to
6. Does your Website integrate fully with your “real-world” activities and processes?
One of the most frustrating visitor experiences is to complete a form, an application, or to submit a search on your Website, only to
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
receive an error message.
Customers want the security of an e-mailed purchase confirmation. They want to know that they’ll be taken off your mailing list quickly and without the need for multiple requests.
With the complexity of technology and programs today, sometimes a c
Customers want the security of an e-mailed purchase confirmation. They want to know that they’ll be taken off your mailing list quickly and without the need for multiple requests.
With the complexity of technology and programs today, sometimes a c
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
ange to a seemingly unrelated system can wreak havoc. Do you regularly check all the input forms and processes on your site to ensure that no unexpected gremlins have crept in?
7. Does your Website provide you with a justifiable return on investment?
This is probably the m
7. Does your Website provide you with a justifiable return on investment?
This is probably the m
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
st important question of the seven, and possibly also the most difficult.
That’s because the answer depends on a clear understanding of the goals of your site, both in direct financial terms, and in other less tangible benefits, such as name recognition.
The keys to evalua
That’s because the answer depends on a clear understanding of the goals of your site, both in direct financial terms, and in other less tangible benefits, such as name recognition.
The keys to evalua
.
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
ing ROI, to improving your site, and often to further business development ideas can be found in your traffic reports. These show what visitors are looking for, how long they spend on the site, where they go, where they leave, and what rate of response you get to the various cal
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
s to action.
These reports can be daunting – a mass of figures, graphs and URL’s. But I’d strongly suggest that someone in your organization should understand them. Otherwise, you’re shooting in the dark with your Web investment.
© Philippa Gamse, 2003. All rights reserved
These reports can be daunting – a mass of figures, graphs and URL’s. But I’d strongly suggest that someone in your organization should understand them. Otherwise, you’re shooting in the dark with your Web investment.
© Philippa Gamse, 2003. All rights reserved
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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