Subjects - Internet and Businesses Online

Part of the planning activity for Web content is to identify what visitors want to find or do on your site. Analyzing visitors' needs an

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

d expectations will help you choose the best way to implement information and interactivity on the site.

Understanding Visitor

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

Examples of combination products may in

Activity

Gaining an understanding of what visitors want will more successfully guide your choices about the

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

amount and type of content and interaction on the site. Examples of visitor activity include:

* Retrieving overview or detailed informa

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

tion about a specific product, service, or event.

* Purchasing a product or registering for an activity online.

* Reviewing background

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

Combination pro

information on a consultant, company, or organization.

* Researching information on a specific topic or interest.

* Finding the locati

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

on of the nearest store or dealer.

* Obtaining Web-only special prices and sales incentives such as free shipping, feature upgrades, an

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

d extended warranties.

* Contacting your company via email to discuss a need or ask a question.

For example, you can determine whether

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

to offer complete documents, such as brochures or articles, or instead place a "quick-read" summary on the Web.

Serving Divers

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

e Audience Needs

Consider the needs and capabilities of your audience when determining what elements or information to place o

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

a Web site. For example, consider the age, cognitive, and visual abilities of the target audience; cultural considerations; and whether

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

Following aspects would a

their PCs and Internet connection will be adequate to provide an effective display of or interaction with text content, visuals, and mu

dd to the challenges in developing combination products:

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

ltimedia elements.

You may want to organize areas of the site with content targeted specifically to each audience. For example, create

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

separate customer and dealer areas, or areas that are organized according to audience interests, location, or other factors.

Ac

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

commodating International Visitors

Your planning activity may need to consider how to manage content across separate Web sites

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

for multiple countries or markets or multilingual content on the main company site.

Using Technology Appropriately

U

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

Professional from academic institutions, pharmaceutical industries, health care indust

derstand the capabilities of Web technologies (e.g., scripts, Flash, personalization, database interaction) and how they can be used eff

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

ectively to present information, enhance the visitor's experience, and guide online activities.

Giving Visitors What They Want<

.

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

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By analyzing the factors described in this article, you can create a Web site that better serves visitor needs for information

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

Companies that provide selfless information through particip

and interaction. Even better, it will be a site that will attract and engage more visitors--the goal of any company that markets online

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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Subjects - Web Marketing: What Do Visitors Want from Your Site?

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