"The future belongs to those who recognize opportunities before they become obvious" - Oscar Wilde (snatched from iturd board but forgot whose message, sorry, great quote)
The plot is thickening. The national sales meeting for DJO just ended and KN tweeted " Incredibly productive last couple of days aligning marketing firepower. Actipatch will rise to a new level of consumer exposure unseen ". I wonder what that could mean. ... consumer exposure unseen ... Curious, isn't the Super Bowl in less than 2 weeks?
The explosion alluded to in the headline is in reference to DJO having a 30 sec commercial in the Super Bowl. Is it even possible given the time DJO might have contacted BIEL, negotiated and signed a deal? How fast do these things happen? A 30 sec spot runs about $6 million, throw in another $4 mill to produce the commercial and you have a total expenditure of $10 million. Given the fact DJO in the 1st qtr of 2019 had revenues of more than $1 billion and their marketing budget is probably commensurate with that figure - i.e. - they could swing it financially if they wanted to.
But think about it another way. What if DJO had their eyes on BIEL for a long time, say, since they got their initial partial clearances? And when the full body clearance did come thru, DJO was already onboard, first mover. What if they had contacted BIEL beforehand and had done some pre-negotiation via an NDA to jumpstart the proess in anticipation of the full body clearance? What if ...
A company the size of DJO has got their fingers on the pulse of the latest in pain management. It's their 'bread and butter'. What is the research saying? What is the status of clearances and what is happening in the FDA vis-a-vis PEMF tech? For the goody-two-shoes who believe we have safeguards against this, I say, in the poker game of life, I'll see your "rules & regulations" and I'll raise you "money talks & walls have ears".
So, really what we are talking about is a long term commitment to PEMF tech knowing that it is the future of pain management and healing on a molecular level without any side effects. TENS is second-rate garbage.
https://www.djoglobal.com - check out the recent acquisitions (via press releases) and the companies alrdy in the stable compatible with PEMF tech.
Last year's game had about 102 million viewers. Is it worth a $10 mill payout for that exposure? Understand that commercial will be on the phone of each and everyone of the 600 sales reps right after (or b4 and risk a leak?) the big game and on the internet forever. KN rallied the troops and for 2 weeks sales reps are on a blitz with all their customers. DJO sales rep to customer: See the game? Yea? Well, did you check out the commercials, see something interesting? ... (wink, wink). Every single viewer either has a pain management issue or knows someone who does.
Having KN an integral part of their national sales meeting says to me DJO is 'all in' insofar as BIEL is concerned. One of many companies is Compex that uses TENS units. Talk about clunky & chunky, non-portable & expensive! If it could have been designed into braces and wraps it would have been already. I think DJO wants this PEMF market badly and is planning an agressive campaign - "... consumer exposure unseen ...". A super bowl commercial would really get this party started.
Another thought. Should DJO want to buy BIEL, having their VP of Sales firing up their sales reps seems like a good start to coordinating the two enterprises. Maybe a year from now we hear about the wholly owned subsidiary BioElectronics. One more thing, DJO has Dr. Comfort (diabetic footware) in their stable. And they have been on a buying spree in the past year. Several acquisitions could easily dovetail with BIEL. Share structure is not a problem. Throw some accoutants and lawyers at it, work out an equitable and rewarding arrangement and be done with it.
So I'm calling for a super bowl commercial. Previously I had thought the super bowl was too soon but having thought about it a little, I think it's doable and affordable. If not then what could possibly be the meaning of " ... consumer exposure unseen ... ? A superstar endorsement? If yes to the commercial, then next up is KT and the Olympics. Looking forward to those fireworks and all events leading up to it.
And, yes, have not forgotten about the 3rd OEM - Dr. Scholl's (leading contender?) opens up the whole footware market. Lots of peeps wear shoes. Lots of peeps have painful foot problems. Lots of peeps know and trust the brand Dr. Scholl's. Stada, Medtronic or ...
Did KN really put "#allaboard" at end of his latest tweet ??? hoolee shite !!! Wonder where he got that from?
Still waiting to hear about RecoveryRx. Or insurance, or endorsement by American Hospital Assoc., or Allay, migraine clearance, or Medicare, or VA/DOD, or ... geez, what else?
Anyway, food for thought. Dare to dream the impossible.
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