BTB Site Looks to Get Under Doctors' Skin

Share this content:
Dermdex Inc. has launched a business-to-business marketplace to allow doctors one-stop access to skin-care manufacturers and will employ direct mail campaigns to attract physician users.

Dermdex is counting on doctors visiting the site to shop around for skin-care products instead of spending time calling individual manufacturers to get the best price. Dermdex, Boca Raton, FL, aims to bring a fractured industry together on one site, said Rob Doll, vice president of sales and marketing for Dermdex.

So far, 400 doctors have registered with, which launched last week. A direct mail campaign to 10,000 dermatologists in July to encourage them to register yielded about a 3 percent response rate, Doll said.

The site aims to have 25 percent of those dermatologists registered by March, said Navroze S. Mehta, Dermdex president. It will need to recruit physicians from other fields, such as plastic surgery, to become profitable.

Another mail campaign to about 6,000 plastic surgeons is scheduled to drop before the end of November, and the site plans to follow shortly after with another mailer to dermatologists, Doll said. Dermdex is seeking sponsorships from professional associations to further promote the site.

By year's end, Dermdex plans to have four or five field representatives on staff to recruit suppliers, Doll said. The field staff is expected to reach 10 representatives by the end of next year.

Dermdex plans to continue promotions at upcoming medical trade shows in an effort to bring more doctors to the site. It also offers educational programs for medical school students preparing to graduate, and doctors can receive continuing medical-education credit by taking online courses at the site.

To have their products featured on the site, skin-care companies can pay a transaction fee and also can buy their own online storefront, a page dedicated to their products. Mehta would not release what rates the site is charging but said they varied based on the site's value to the supplier.

Only physicians will be allowed to register with the site, Doll said. Users who register must be validated before they can access the products.

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above