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Wikipedia defines Pay Per Click Advertising as thus:

Pay per click, or PPC, is an advertising technique used on websites,

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

advertising networks, and search engines for the purpose of allowing websites to advertise for high visibility.

With search engines, p

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

Examples of combination products may in

ay per click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advert

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

ser is charged a small amount. Variants include pay for placement and pay for ranking. Pay per click is also sometimes known as Cost Per

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

Click (CPC).

For example, a website owner wants to be found under a particular keyword: limousine service. In searchin

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

Combination pro

a particular pay-per-click program, he finds that bids to be found on that phrase range from two cents to five cents per click. Bidding

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

anywhere in that range, or above, will allow his limousine service site to be seen in sponsored results every time a user enters limous

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

ine service. For every time a user clicks on the link to the advertiser's limousine site, the advertiser must pay however much he bid fo

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

the phrase, be it two cents or twenty.

Some pay per click programs allow advertisers to set a monthly spending limit. For example, the

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

limousine site owner wants to pay fifty dollars a month for limousine service, bid at two cents per click. This allows him a maximum of

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

2500 clicks for that phrase, once the link has been clicked through 2500 times, his ad no longer appears in search results until the nex

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

Following aspects would a

t month. If the site's ad is clicked through less than 2500 times that month, the advertiser only pays for the click throughs, not the o

dd to the challenges in developing combination products:

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

verall impressions.

Pay per click advertising is recommended for newer sites. Yahoo/Overture and Google Adwords are two of the most pop

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

lar pay per click advertising programs, as both allow for exposure across a number of website and search engines. Overture sponsored lis

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

tings appear on Yahoo, MSN, and other engines, while Google Adwords also appear as part of the Google AdSense program. Assuming our limo

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

sine website owner uses Google Adwords, he can opt for AdSense exposure and send his ad to website related to his content.

The key to a

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

Professional from academic institutions, pharmaceutical industries, health care indust

successful pay per click campaign lies in knowing which search terms to bid upon, how much to spend, and knowing which search terms are

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

best relevant to your site. If your site is targeted toward a local audience, consider using localized, narrow phrases for search. If y

.

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

u wish to reach a wider audience, you may consider more generalized terms, though some may require large bids. Pay per click programs of

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

Companies that provide selfless information through particip

fer helpful keywords tools to help with bidding; research the popular sites in your field, know the search algorithms, and bid with care

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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