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Do you have great numbers of well qualified traffic coming to your website but disproportionately low numbers of sales? How about paid registrations? We have worked with a number of customers who have the same issue. Upon reviewing their websites there doesn’t appear to be anything wrong at first glance

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

. The sites look professional, have nice graphics, seem to load well and work the way they’re supposed to. The copy is well thought out, the content is well targeted and the sites have good unique selling propositions. On top of all that the offers are backed by 100% guarantees along with testimonials f

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

Examples of combination products may in

rom satisfied customers smattered throughout the pages. So what on earth is wrong? Why do we see websites with ridiculously low sales conversion rates at often less than 0.5%?

Getting higher than 0.5% sales conversion rate

A well thought out website might hit 0.5% or higher anyway without any extra wo

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

rk. More often than not however problems exist within a process which forces the majority of visitors to work harder than they want to. It really is that simple. If you want to improve your conversion rates you need to find out which processes or steps are causing the problems before people can actually

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

convert i.e. buy or register. By measuring how people use your website in particular the common scenarios and paths they follow then you can start to figure out what your problems are.

Introducing the web scenario

Most decent web measurement systems these days allow you to set-up a scenario that is l

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

Combination pro

ikely to be frequently used by your website visitors. Take a typical shopping cart scenario. Your visitor might arrive at your campaign landing page then add one of your products to his shopping cart. After this the ideal scenario for you is for the visitor to continue by filling in his credit card deta

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

ils and confirming his purchase. This means you might have a scenario which follows this path through your website.

Page 1) product_landing_page.php
Page 2) add_to_cart.php
Page 3) review_order.php
Page 4) add_details.php
Page 5) purchase_success.php

What typically happens is 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

at people arrive in large numbers at page one but only a small percentage end up at page 5. This is a process and it’s what needs to be measured to find out where people are leaving from the website. If you can determine where and how people leave your shopping cart process (also called shopping cart ab

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

andonment) then you can attempt to do something about it.

Shopping cart abandonment

Let’s assume that you have a similar process to the one described above and you have a measurement system that allows you to see how many people visit each page. In two of our recent cases we have seen statistics which

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

resembled these figures.

Step 1) product_landing_page.php – 10,000 visits.
Step 2) add_to_cart.php – 8000 visits (20% abandon)
Step 3) review_order.php – 240 visits (97% abandon)
Step 4) add_details.php – 120 visits (50% abandon)
Step 5) purchase_success.php – 40 visits (66% ab

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

andon)

Let’s examine those figures in a little bit more detail. Firstly 10,000 visitors arrive at the landing page. About 20% of those visitors leave from the landing page without adding anything to the shopping cart. From the remaining 8000 who added the product to the cart only 240 have gone one step

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

Following aspects would a

further and reviewed the order (3% of the remaining 8000). After that a further 50% left the process when you asked them to give you their credit card details and a further 66% have bailed out at the last point. This means that from a potential 10,000 purchases you have only 40 buyers. A pitiful 0.4% c

dd to the challenges in developing combination products:

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

onversion rate.

Examine the biggest bail out rate

Suddenly you can see why even though large numbers of traffic have arrived at your landing page only a small percentage buy and the biggest problem is because of one part of the process between step 2 and step 3. If you can reduce the number of people

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

leaving at this point to lets say 50% (very doable by the way) then your figures would now look like this:

Step 1) product_landing_page.php – 10,000 visits
Step 2) add_to_cart.php – 8000 visits (20% abandon)
Step 3) review_order.php – 4000 visits (50% abandon)
Step 4) add_details.php –

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

2000 visits (50% abandon)
Step 5) purchase_success.php – 660 visits (66% abandon)

That would mean a fantastic increase in the numbers of buyers. Instead of a 0.4% conversion rate you now have a 6.6% conversion rate. You basically have the same advertising spend to drive the same numbers of traff

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

ic but you have a much improved return on your advertising spend. This is one reason why measurement is so important because without measuring the scenario you would never know the problem existed.

So how do you improve the scenario?

That’s the million dollar question and in some case we’ve worked on

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

Professional from academic institutions, pharmaceutical industries, health care indust

it really can be worth a million dollars or more. The follow up article to this one is going to show one such improvement in detail however it’s impossible to say why people might be leaving your site in similar numbers without a detailed study of the problem pages. We’ve found it’s usually because the

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

website is making things un-necessarily difficult for the website visitor. They might have scary looking forms to fill in, or moving from the shopping cart to purchase page might not be obvious. The point is that web analytics systems can point out these problems so that you can attempt to figure out wh

.

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

at is wrong.

In summary web analytics does 2 things well

Using web analytics tools allow you to establish facts and begin developing scientific tests. Firstly you should establish the facts so you may find out where your problems are as we illustrated in this article. Then once you have determined whe

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

Companies that provide selfless information through particip

re your problem areas are you can begin working on improvements. If your improvements make it easier for your visitor to move to the next step of your purchase scenario (in this case) then your next test should try to improve the next step and so on until you have the abandonment rate as low as possible

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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All blog can make money. But serious income can be generated only when a blog satisfies a few conditions. The keys of a blog that can make more money are introduced in this article.

Using niche directories to increase traffic to your website. Includes sample niche directories.

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