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Advice You - Can A Website Help Grow Your Brand? - Part 2
In our last issue, we gave you a persuasive argument why you need a website to grow your brand. Today we’ll share some key things to consider before designing a site.
The very first
The very first
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
step in creating a website is to identify the overall purpose of the site. This is important because it will impact the overall structure and mechanics of your site. For example, will
; 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
the site be predominantly an information sharing vehicle or an e-commerce site? (E-Commerce is a fancy way to say “selling stuff on the internet.”). You may want to start out with an
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
information site that will grow into an e-commerce site, but that should be thought about before the site’s created.
Once you’ve decided on the overall purpose for your site, you an
Once you’ve decided on the overall purpose for your site, you an
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
d the design team (yes, it really takes a team to build a site) work together to determine the top 1 or 2 goals of the site. This step is important because the goals drive the design
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
as well as the copy that’s written.
One of the goals should be to capture visitors’ email addresses. This is important to build “your list” for future marketing purposes and is criti
One of the goals should be to capture visitors’ email addresses. This is important to build “your list” for future marketing purposes and is criti
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
cal in permission-based or opt-in marketing.
Permission-based / opt-in marketing is really the professional and preferred way to market on the web because it keeps you from being per
Permission-based / opt-in marketing is really the professional and preferred way to market on the web because it keeps you from being per
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
ceived as a spammer. People who have given you permission allow you to send them periodic emails with the understanding that they can “unsubscribe” or “opt out” any time. This concept
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
is so important that we’ll spend an entire newsletter or two just on the topic of permission-based marketing.
The second goal of the site should be to sell yourself. People do busin
The second goal of the site should be to sell yourself. People do busin
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
ess with those they know, like, and trust. Chances are good that prospective customers won’t buy from someone the first time they visit a site. The individual or company needs to buil
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
d up trust with the site visitor.
Once the purpose and goals of the site have been determined, the next step is to consider the site’s content and lay that out page by page. This pro
Once the purpose and goals of the site have been determined, the next step is to consider the site’s content and lay that out page by page. This pro
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
cess is referred to as creating a storyboard and it allows you and the design team to consider how information will flow on the site. While people don’t always move through a site log
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
ically, the information needs to flow in a logical manner so the site is easy to navigate through. With a website, simple is definitely better than complex.
Once this point is reache
Once this point is reache
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
d, the copywriter starts to write. Writing for the web is much different than writing for anything else. The primary reason is technology and multi-tasking have made everyone very imp
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
atient. Readers want the facts and not a lot of fluff. They also won’t waste time waiting for elaborate graphics to download, clicking what they feel are too many links, or searching
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
for the information they want. If they can’t find it simply and easily they’ll give up and visit your competitors.
The overall tone of web copy is different from print copy too. Whil
The overall tone of web copy is different from print copy too. Whil
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
e it’s important for the copy to convey the overall tone of your brand, it should still be written in a conversational style. This is done to help prospective customers know, like, an
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d trust you.
In Part 3 of our website series you’ll get ideas for expanding your offerings to increase revenue and we’ll introduce a very important element in creating an effective w
In Part 3 of our website series you’ll get ideas for expanding your offerings to increase revenue and we’ll introduce a very important element in creating an effective w
.
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
ebsite -- search engine optimization.
© 2006 Abiah Designs. Visit http://www.abiahdesigns.com for additional articles and info
© 2006 Abiah Designs. Visit http://www.abiahdesigns.com for additional articles and info
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
rmation on building a brand that resonates with your target market and to view their portfolio. Also, visit our BrandReturn blog
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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