Did anyone hear anything encouraging on the Piper conference call?
Seems that most dispensing docs already have their own website, so I don't follow the
idea of providing 6,000 websites to docs, or am I missing the point?
I would distribute all non-prescription products through an Obagi retail site, and Macy's and prescription products through docs as is the case now and refer new prescription customers to docs by zip code.
What's wrong with this plan? or do I need 30 beta sites to figure it out?
First - embrace the physician dispensed channel your in, stop trying to work around it. You (OMP) have a terrific sales force - leverage their skill set for growth in the offices where the current and growing patient flow is.
Second they have to rebuild their R&D and pipeline. They have not had any real R&D team for quite some time, and for that reason the new products they have come out with over the last few years, are underwhelming.
Third Strategic acquisitions. Where were they when Triax was sold to Precision MD? Triax makes the prescription Tretinoin that Obagi distributes among other things. What a great coo that would have been! But i doubt they even were aware of the process let alone made an offer. Where were they when Skin Medica went on the block? No evidence they were anywhere. what great opportunities these were, and there others out there... deals to be done that would take the business to the next level.
Fourth leverage those acquisitions in two folds - enrich your physician dispensed offering, and make real product offerings that have legs in the mass market. Use the brand strength of your brands, to leverage the internet, retailers, home shopping etc., with non-prescription offerings (not your physician products, but products tailored for the mass consumer). But don't try doing it yourself - partner with the retailers who already own that space!
I could go on... but I think you see the difference. This brings me to the last and perhaps really the first point. They need new leadership - a new board and a new CEO at least. They replaced most of the people they had with real industry experience and a deep understanding of their own business long ago as well, it is time to get some of them back, and/or find individuals with a real understanding of their own business, and how to leverage it effectively.
But, that is just my humble opinion of one way to go (not that anyone is listening to me!)..... Or, they could just sell themselves to a larger player that is ready to do all of those things (the Voce plan), at this point that seems more likely....
I would distribute all non-prescription Obagi products through an Obagi retail site, and Macy's and prescription products through docs as is the case now and refer new prescription customers to docs by zip code.
Obagi could show it's entire line, on their retail site, but note "By Prescription Only" where that applies. Then use a "Find a doc" button to direct the customer to their nearest dispensing doc, for prescription required products.
does anyone think that people are having trouble buying Obagi products today? What is the big win with your suggestion? They already have a doctor locator. Why would you want to buy part of the product set online and then go to the doc for the rest? Wouldn't you rather just get the whole set at one place or another?