Advice You - Internet and Businesses Online

I read an article just now in a webmaster newsletter I subscribe to. The author was introducing, at least to me, a web design concept he called "Sensory and Experience Design" or SenEx. Basically he's saying that inco

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

rporating audio and video will improve visitor engagement, thus website performance. Now I don't dispute the concept, in fact I wrote an article earlier this year about the use of Flash to improve website ROI. The pro

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

Examples of combination products may in

lem I have is with his insistence that those of us who believe in Search Engine Optimization are responsible for unfriendly, unengaging and poor performing websites.

While the SEO universe has it's share of black hat

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

charlatans and just plain lazy, incompetent practitioners, I believe that the beauty of what we do (done correctly) is that it improves both the visitor's experience with the website and with the search engine.

The a

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

uthor of the SenEx article lists 7 questions that website owners should ask themselves about the impact of SEO on their websites.

1. Do the search engine tactics employed on your site degrade, obscure, or in some way

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

Combination pro

diminish the ability of your website visitors to quickly find the information they want?

2. Do these search engine tactics impede your ability to effectively deliver your marketing message in a way that attracts atte

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

tion, triggers relevant sensory experience, and embeds your message in your visitors' memories?

3. Do tactics like outbound reciprocal links and inline body-text links send people away from your site when you want th

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

em to stick around and hear what you have to say?

4. Do you have excessive repetitive copy-text on your site aimed at being indexed by search engines rather than read by people for clear concise understanding?

5. Ha

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

e you reduced your complex message or instructions to a series of bulleted points that confuse rather than clarify?

6. Do your search engine tactics concentrate on the volume of traffic rather than the quality?

7. I

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

the traffic you're attracting leaving your site as fast as it's arriving?

As someone who has been developing and optimizing websites for 10 years, I guess I've developed a totally different perspective.

1. Search e

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

gines and web developers seek the same results (ideally). Search engines are on an unending quest to improve relevancy and a good web developer/optimizer's sole purpose is to express his client's offerings to the most

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

Following aspects would a

relevant audience.

2. The way a search engine "scores" a website is, in general terms, the way human beings view a website: headlines, bullet points, text and images. First we scan for relevance, then we read, l

dd to the challenges in developing combination products:

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

ok at images, watch video, etc. I have always taught my clients that SEO makes the site both more user friendly and search engine friendly.

3. Web performance is, or should be, measured in terms of ROI. Long gone

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

are the days when we cared about overall site traffic, other than trend issues. In 1996 people were mesmerized by "hits." Now the word never comes up. My clients want to know how many sales or how many leads they got

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

last month.

4. Website content was and is king. Fads, like reciprocal links, come and go but responsible developers continue to stress unique and timely content. This is so in part because search engines will alw

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

ys try to find ways to evaluate and rank that content. Remember, visitors want relevant content and search engines want visitor loyalty.

5. New forms of content have become relevant to the medium thanks to broadb

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd adoption rates. While I'm still a little dubious about stand alone audio for most commercial websites, there is no doubt video has come of age. It's a great way to personalize the site the way a good salesman perso

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

nalizes the pitch.

6. Finally, a significant responsibility of a good web developer or SEO professional is to help the client to distill his complex message into a series of bullet-like points. On the web people

.

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

re in a hurry. They'll scan that first page to determine its relevancy to their quest. If you can't get your message across simply and quickly they're gone. Who am I and why should you care? That's what marketing is a

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

Companies that provide selfless information through particip

l about.

In my mind, SEO, knowledgeably practiced, is a key to web success and those who ignore the practical realities and limitations of the web's infrastructure are doomed to have pretty websites but few customers

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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