Frager Factor

Sunday, April 01, 2012

Psoriasis drug market "to be worth over $7.4B in 2020"

So, a name I could never pronounce or spell or had a clue what it was before today sells for $350K. But ask a teen and they'll tell you that Kim Kardashian has it.

Best fit is Johnson and Johnson who makes a habit of owning the category defining domain for conditions they have treatments for. They acquired the company that invented the drug for $3.7 billion, their largest acquisition ever. Marketing efforts will be aimed at educating dermatologists, and that's probably who the site will speak to and links will take them there.

Of course I wouldn't put it past a savvy domain investor with a deep understanding of medical needs and solutions to have snapped it up, pitting 3-4 big pharma brands against each other as only one can ultimately own the asset, and therefore the category.

Consider that in the US alone there are almost 20,000 practicing dermatologists. To dispatch a sales rep for a 30 minute briefing would require 10,000 hours of manpower, travel, leave behinds, samples etc- Probably $2000 per call or over a million dollars to communicate what the site can and a whole lot more. 

J&J holds 30,000 domains which they started acquiring in 1997.

Sales of drugs to treat psoriasis in seven major markets will increase from a value of $3.9 billion in 2010 to more than $7.4 billion by 2020, according to new forecasts.

This fast growth in the seven markets - the US, France, Germany, Italy, Spain, the UK and Japan - will be due to increases in drug treatment rates and the uptake of key current and emerging therapies, says the study, from Decision Resources.

Market growth will be driven by the continued uptake of Janssen Biotech/Janssen J&J's Stelara (ustekinumab) and Abbott/Eisai's Humira (adalimumab), plus the launch and prescribing of two emerging therapies - Pfizer's tofacitinib and Novartis' secukinumab, it says.

Big pharma. Big money. Only one can own the keyword.

Ironically the domain's previous owner was a natural therapy solution that  warned of the dangers of these very drugs and offered alternatives.

At traffic I met some domain investors with huge pharma portfolios. But they haven't had much sales success. It all boils down to a short word that is meaningful to a community of interest. Those are what sell.

Who knew?

btw, among the J&J portfolio: (a number and two hyphens) (A .WS) (Odd choice for them) (spanish language .WS) (They have a bunch of sucks versions of this name) (letter, hyphen, number combo)

About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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