Advice You - Internet and Businesses Online

Keywords and key phrases are possibly the most important element of any internet marketing project. They are the terms that you use to match to your web presence to your target customers. Most internet users find sites by using search engines r

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

ather than by going direct to a known web address. Search engines use the keyword entered by the user to try and match with the relevant information on the web. So Keywords are used on websites, pay per click adverts, press releases and article

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

Examples of combination products may in

amongst others.

Using scuba diving phrases to illustrate this article, some example keywords are Scuba, Scuba Diving, Scuba Training and so on. My choices will depend on the nature of the subject I am trying to promote and how specific I want

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

to be.

Getting Started

Most people have some ideas about which keywords or phrases will match their business, so an easy way to start is to brainstorm with colleagues and bounce ideas around until you have around 30 phrases on a list.

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

At this stage don’t try to rank them in order of importance, just try and make the list reflect the subject as you might for an entry in a phone directory.

Consider how general you want to be, there is a trade off between numbers of potential

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

Combination pro

ontacts and quality. So for example if I am a Scuba training school I might want to use phrases like ‘Scuba Diving School’ and ‘Scuba Diving Training’ rather than just Scuba which would also cover dive sites, dive shops, equipment and so on. Al

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

so try and think of phrases people might use to look for a product or service rather than just writing a short description of it; ‘learn to scuba dive’ describes what they want to do rather than where they might do it.

Researching the list<

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

b>

So once you have your list you need to start more in depth research to try and pick out which phrases and words will work the best for you. There are a large number of websites that will help you do this and perhaps two of the most well kno

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

wn are the Yahoo! Search Marketing Keyword Assistant and Wordtracker. Here you can enter your target phrase and see how many daily of monthly searches are being performed using it and similar phrases. This tends to throw up new ideas and help y

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

u expand your list with words that didn’t originally occur to you.

Those phrases that appeared good to you may be of little or no use in reality because no-one is using them. Alternatively if there are very low numbers of searches being done b

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

t the phrase is very specific it may well be worth keeping it. For example, a particular make and model of a product. ‘Cressi Sub BCD’ gives you a very clear idea of what that particular searcher is looking for although there is likely to be a

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

Following aspects would a

relatively small number of them.

Unfortunately you are not alone and the other factor you must take into account is the level of competition for a particular phrase. Many phrases are highly competitive and will take a large amount of effort to

dd to the challenges in developing combination products:

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

rank with. It may be better to take a less popular phrase and be on page 1 of the organic search than put all your time and money into reaching page 17. Having said that looking at your top competitors keywords (by viewing their source code fil

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

e) is also an important part of your research.

Many keyword tools help you decide on how useful a keyword is by producing a figure called the KEI (Keyword Effectiveness Indicator) this is measured differently by different sites but is generall

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

the number of searches squared, divided by the number of competitors. A scale will indicate whether the figure produced is bad, reasonable or excellent.

What do you do now?

Now you’ve crunched through all your keywords and come up wit

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

a ranked list, you need to start using them. For an article, you may want to select a few and have them point at your website; similarly you should use them in press releases. The main use however will be on building your website page copy and

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

Professional from academic institutions, pharmaceutical industries, health care indust

ppc adverts.

Choose between 1 and 3 phrases and optimise specific web pages for these phrases. This involves some technical work in the coding of your page that your web developer should be able to do for you. It also requires you to write me

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

ningful copy for your pages that uses the phrases often and prominently enough for search engines to recognise that this page may well be a good resource for that topic.

If you want to use paid advertising such as Google AdWords to point peopl

.

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

e at your site, you can use the keywords directly in the advert. Then when combined with your budget you can choose where you want to rank in the sponsored links.

And then?

As with all forms of marketing you need to monitor the perform

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

Companies that provide selfless information through particip

nce of each key phrase over time, drop those that aren’t working or are giving a poor return on investment and beef up those that are working well. It requires a continuous effort to build and improve on an effective strategy.

Guy Parker © 200

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Advice You - An Introduction to Keywords

Related Articles: