Advice You - Internet and Businesses Online

Before Google's AdWords, Overture was the preeminent pay-per- click program. It's still a monolith in its own right that deserves a closer look.

Overture's pay-per-cli

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

ck program actually consists of four different programs: Precision Match, Local Match, Content Match and Site Match. However, for this article, I'm just going to be tal

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

Examples of combination products may in

king about Precision Match.

Precision Match (formerly Pay-For-Performance Search). According to Overture the program allows you to:

List your business in sp

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

nsored search results across the web.

Control your position by the amount you bid on keywords.

Set your own price-per-click.

Pay only when a customer cli

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

cks through to your site.

Overture claims its Precision Match listings reach over 80 percent of active Internet users, with your business showing up in the resu

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

Combination pro

ts of some of the web's most popular sites, including Yahoo!, MSN, InfoSpace and AltaVista.

You have a choice of two sign-up options: Fast Track and Self Serve. Here a

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

re the differences: Fast Track allows you sign-up online or call 866-747-7327. Self Serve allows you sign-up online only. Fast Track offers a 3 business days turnaround

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

.

Self Serve--5 business days. Fast Track offers expert assistance with. search term selection. Self Serve doesn't. Fast Track offers expert assistance with titles & d

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

scriptions. Self Serve doesn't. Fast Track offers expert assistance with budget management. Self serve doesn't. Fast Track offers a customized proposal.

Self Serve doe

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

sn't. Fast Track allows you total control of your campaign. Yeah right!

Self Serve does as well. Don't make me laugh! Fast Track offers free account optimization.

Sel

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

Serve doesn't. Fast Track offers expert assistance with tracking URLs. Self Serve doesn't. With Fast Track editorial approval automatic. With Self Serve--Subject to re

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

Following aspects would a

view. Fast Track has a one-time, non-refundable service fee of $199.

Self Serve is free.

And now for the fine print. Remember, you're already paying $199 for Fast Tra

dd to the challenges in developing combination products:

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

ck. But wait, there's more!

Account optimization can be redeemed no earlier than 60 days and no later than 180 days from date of sign up.

A $50 initial deposit is non

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

refundable and will be applied to click-throughs or to the minimum monthly spend. Each account has a $20 minimum monthly spend. There is a minimum bid requirement of $0

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

.10 per click-through. Sellers of certain legally restricted products may require certification at extra cost.

Can you believe all of those ridiculous charges? With Fa

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

t Track, you're already $240 in the hole, before you even get started! Does that seem fair to you?

Well, in order to be fair to Overture, before I wrote this article,

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

Professional from academic institutions, pharmaceutical industries, health care indust

I talked to 25 past and current Overture advertisers. A handful were extremely happy with Overture. The rest, however said they had made no money and that Overture's se

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

rvice was extremely slow or non-existant.

I also had a lot of people e-mail me complaining that Overture's Keyword Suggestion Tool is inaccurate, and misleading, and t

.

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

at the results they got were a lot different than the figures Overture claimed for many keywords.

In conclusion, I say "run, don't walk away" from Overture's pay-per-c

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

Companies that provide selfless information through particip

lick program. Remember, this is the same company that signed an agreement with "scumware" giant Gator.

I think that should tell you all you need to know about Overture

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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