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A website is the most versatile and cost-effective marketing tool on the market. It is also an investment. After all, you are building a shopfront. In a nutshell, you can use your website to:

Enhance your professional image

1. Look professi

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

onal and as BIG as large corporations.

2. Pre-sell yourself to new clients even before you meet them.

3. Supply a meaningful and intuitive address related to your type of service. It is easier to remember www.marketingcues.com rather than a long

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

Examples of combination products may in

SP email address such as www.yourInternetServiceProvidername.com/~marketingcues.

4. Provide a permanent address with up-to-date contact details and opening hours. You can change Internet Service Provider or move physical premises and your customers wil

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

l always find you and your marketing efforts are not lost.

Boost confidence in your business

5. Demonstrate your knowledge and expertise with tips, articles and editorials.

6. Build your credibility by displaying awards and providing

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

testimonials.

7. Encourage potential clients. A free web hosting address can look dubious and show less commitment to your business.

8. Give staff details to humanise your business, to show that you are "real" people.

9. Provide background

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

Combination pro

nformation on your business.

Provide current and useful information

10. Publish a catalogue or portfolio of your products and services.

11. Inform your visitors about the benefits and applications of your products.

12. Catego

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

rise information according to target audiences. For example, discuss benefits of a dishwasher to potential buyers and give installation instructions to installers.

13. Arrange table of comparisons of product specifications and prices to help your clien

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

's decision making.

14. Publish a newsletter.

15. List upcoming products, services, events.

Increase sales

16. Sell directly to customers without middlemen.

17. Take orders when clients are ready.

18. Generate extr

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

income with affiliate programs and sponsorships.

19. Sell advertising space eg banners.

20. Provide enrolment forms and applications for membership.

Save on operational costs

21. Open your shopfront extended hours - 24 hours

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

a day, 365 days a year - at no extra cost.

22. Produce high-impact online coloured brochures that would be too expensive to print.

23. Save printing and mailing costs on newsletters, brochures and reports.

24. Update information regularly

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

ithout incurring printing costs.

25. Save time on phone calls by providing answers to frequently asked questions (FAQ).

26. Advertise your job vacancies.

27. Shorten your sales cycle by streamlining your operations.

Expand your cli

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

Following aspects would a

nt base.

28. Expand your reach to new global markets.

29. Collect names and addresses using viral marketing eg "Tell a friend".

30. Send special reports to visitors who provide you with their contact details.

31. Link with suppli

dd to the challenges in developing combination products:

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

ers, clients or complementary businesses to attract more traffic to your website.

32. Increase client base with special offers and newsletter subscriptions.

Implement promotional activities

33. Link offline and online advertising a

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

d promotion to feed on each other.

34. Use email marketing and save on direct mailing costs.

35. Experiment with new promotional ideas and measure their effectiveness.

36. Create loyalty programs for repeat clients eg vouchers, special offe

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

s.

Create a favourable public image

37. Provide a list of links to promote your partners and associations.

38. Promote your community spirit and involvement.

39. Publicise your environmentally friendly practices.

40. Pro

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

vide a press media kit.

Improve your level of customer service

41. Display your policies and warranties.

42. Maintain visibility with regular email invitations to view new online information or promotion.

43. Provide a user gu

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

Professional from academic institutions, pharmaceutical industries, health care indust

de with a trouble-shooting section.

44. Allow your customers to view and change their account details and pay invoices.

45. Improve your after-sales service with follow ups and feedback forms.

46. Archive information. You can make available

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

past issues of newsletters and user guides of dated products.

Obtain information for market research

47. Collect information from visitors (eg age group, preferences).

48. Gather information from suggestion forms to develop new prod

.

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

ucts or improve existing ones.

49. Test and evaluate new products without spending big dollars.

50. Use surveys to obtain primary data for researches and reports.

Marketing Cues extra tip

Use multiple domain (or subdomain) names

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

Companies that provide selfless information through particip

o differentiate products and services, measure promotion effectiveness and attract more traffic to your website. For example, www.product1.com, www.product2.com and www.service1.com could all point towards the same website.

© 2005 Henriette Martel-Lawso

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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Coffee company ‘********’ and Singapore bank ‘***’ are both very big in their markets. They are major players with many customers, huge budgets and profits (for now). But big bureaucracies can quickly become impersonal and remote. Staff can become more interested in doing things easily for themselves and pleasing their bosses, than serving their customers with a smile. Meanwhile, smaller players who want more market share, greater customer loyalty and positive word of mouth can teach their staff to be pleasant, helpful, motivated and appreciative toward those who really count – the customers.

Most experienced affiliate marketers will tell you that one of the most important factors of online marketing is pre-selling the products promoted. Pre-selling can be difficult at first, but if you choose your affiliate programs wisely, you can have your site pre-sell the products for you.

You can use subdomains to improve search engine listings. A URL such as tabbies.cats.com will be regarded as more relevant than if you used the directory structure of the name, and subdomains generally figure higher in search engine listings than directories...

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