Advice You - Internet and Businesses Online

Did you know that we have left the Age of the Information Economy behind and are now well into the Age of the Attention Economy? What does this mean? It means that if you rely upon the Internet to conduct your business, the age of putting up a web site and getting instant results are long gone. Now you must clamor for the attention of web surfer

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

s, your prospective visitors and customers, who are lured by the frantic actions of the billions of pages currently indexed on the web. To give you some perspective, Google alone indexes over 7 billion pages. Therefore, to survive means to grab people's attention and you do that by using good digital rhetorical skills.

Now there's a scary word

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

Examples of combination products may in

rhetoric. In my case, rhetoric was a terms the nuns used to throw around in regards to the essays we wrote in English class. You know, the reading, writing, and rhetoric thing? Go back now to first year high school English; remember the purpose of an essay? It is to grab your reader's attention and persuade her to adopt your point of view, to a

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

ree with your argument. And that is what rhetoric is all about: rhetoric can be defined as the art of persuasion: of using words, either verbal or written, to catch attention and persuade readers to think, do, or believe what you want them to think, do or believe.

Mechanical Rhetoric

Now let's apply this concept to search eng

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

ne optimization. The first challenge is to grab your readers' attention. How do you do that? One big way you do that is by ranking high in the search engines, because then, when a user enters a relevant keyword term, your site will come up as one of the (hopefully) top 10 web sites!

Okay, so working backward, how do you rank high? First, you fi

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

Combination pro

l your site with good, solid, well-written content. You offer value to visitors. The search engines measure your content and score it according to its value to users. In other words, you use the skills of good rhetoric, which includes the skillful, artful, and meaningful use of words.

Second, you select keywords that your users are most likely

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

o use to search for what you offer on your site. The trick here is to select keywords that are likely to be used, but that won't draw a big number of web sites in a keyword search. Here’s where you need to work with an SEO expert, or employ the use of special keyword software.

Third, you have a lot of quality sites that link to your site. These

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

links are viewed as "votes" for your web site, and the "better" the site in the search engines' eyes, the higher the value assigned to your site. The search engines look at the quality of the content on sites linking to yours, as well as their relevance to your site.

Fourth, you need to design your site in a search-engine friendly way. How do

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

ou do that? First, don't use Flash. You know those sites that have that introductory page where it says "Click to skip?" Well, the search engine crawler may not get beyond that page and therefore may not index your web site. Also, avoid using JavaScript. Same thing there, the search engines get lost in the complex code it generates and that's th

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

end of their crawl on your site. Second, make sure all your internal links are working, and make them text links that contain your keywords. Third, if you use image maps or pull down menus for navigation, make sure you also have textual navigation on the same page. Fourth, pay careful attention to the content of your Title tag, Description tag,

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

Header tags, and body text. As for your Keyword tag, Google doesn't even look at it, but make sure you still have it contain all your site's important keywords. Also, make sure you use your keywords in each of these in a relevant, normal way. Some webmasters make the mistake of loading these tags with keywords in a manipulative, phony way: the s

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

Following aspects would a

arch engines can see right through this tactic and will penalize your site accordingly. Also, in your body text, bullets, italics, and bold are weighted more heavily, and if possible, use your keywords here as well.

The items we've discussed above comprise the mechanical aspects of SEO rhetoric for your site. Now let's talk about textual rhetor

dd to the challenges in developing combination products:

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

c.

Textual Rhetoric

The all-important, coveted visitors to your site are always just a click away from moving on to some other site they find more interesting, so you have to try and keep them with you until you accomplish your rhetorical goal! Wow, there's a term of academic gobbledy gook. Seriously, if you go back to our def

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

nition of rhetoric, it is to persuade or convince someone to accept your argument. Well, your argument is whatever the objectives are for your site. Are you attempting to sell something? Get leads? Pass on information? Deflect telephone calls away from your customer service department? The first step in creating good web site rhetoric is to defi

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

ne your purpose as specifically as possible.

Now the question becomes, who is your user? Do you have demographic data: age, schooling level, location, job, hair color? Find out as much as you can about who your web site is geared to: if you sell men's work pants, then your audience is going to be mostly male, over age 18, blue collar, located i

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

anywhere, USA, middle class, etc. So, with these two pieces of data: your purpose (to sell workpants) and a description of your target audience, you're ready to rock and roll in crafting your web site text.

Let's look at some general rules for web text that apply to all readers. First, the screen carries approximately 1/3 the amount of informa

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

Professional from academic institutions, pharmaceutical industries, health care indust

ion and text that an 8 ? x 11 inch piece of paper holds. Second, people don't like to read text in long paragraphs on the screen; they prefer short paragraphs and sentences, bullets, headers, and graphics (but don't put text in the graphics because the search engines can't read it). Also, reading speed is decreased by 30 %. Third, avoid scrollin

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

: a good rule of thumb is 250 – 300 words per screen. Fourth, write in a style that is clear, concise, and easily scanned. Fifth, use your keywords, but use them accurately and with relevance.

Okay, so now back to your purpose: make it obvious and clear what you want your readers to do – your rhetorical point! Here are some possibilities of wha

.

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

you might want them to do:

Call
Check order status
Download free software
Find information
Give feedback
Join
Purchase a product or service
Request something

Then, make it easy for them to get to:

How they purchase by credit card
A

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

Companies that provide selfless information through particip

y forms they need

Your contact information: email, phone, address, etc.

So, there you have it, some stuff you can put in your arsenal to get started. Remember: having a successful web site means doing some advance planning and following guidelines that have been proven to work. So, get out there, work hard, and go get 'em!

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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