Nov-2017

34 35 years fighting to keep our products off the internet. In order for us to enforce our ePedigree exclusivity,we spent over $6 million over the last 13 years buying our own products.The only way we were able to shut people down was to buy the products that they were posting online.We knewwho bought it because of the serial number, and typically, it’s a third party.You’d have a practitioner buying it and selling it to a third party and the third party putting it online. But we knewwho bought it from us, so we were able to cut them off. For the last year and a half,we’ve been totally exclusive; we don’t have a problem anymore. Every product that we sell goes to either a doctor or their patient.There is no other source of XYMOGEN the product outside of that. By all means,we want to increase our sales, but what really hit me was when our IT team told me about the 130,000 visitors we were turning away.We had to find a way to serve these people.” Blackburn believes that if Xymolink becomes as successful as he believes it can be, the company will successfully have created a system that links con- sumers with very knowledgeable life and healthcare practitioners.“In light of that,we’ve very actively pro- moting our e-store,”he says.“Most of our practitioners sell in their office and we’re trying to convince them that’s not the best model. In fact,we’ve got data that when consumers go to their practitioner, on average, they refill one and a half orders.That same doctor, when the patients go to our e-store, they generally, on average, request four refills; and if they choose auto-ship,which gives them a discount, it’s eight refills. So, the internet provides such opportunity for increased compliance, convenience for the patients, and, ultimately, health benefits.” Xymogen’s newest innovation is called MedPax. “MedPax are individual dose packs,” says Blackburn. “Say a patient is on five or six different formulas– three in the morning, three at night. It puts the exact number of pills and the right products into an AM pack and a PM pack.There are 60–a month’s supply, so they don’t have to open any bottles.And,when they choose auto-ship for the MedPax, they average 15 orders. It’s been in beta test for about a year.We’re going to do our major launch this October.We think that will be a very, very big program, as well.” Exclusivity,medical board advisers, and innovation - the final ingredient is people.“I consider this compa- ny a people company, not a product company,”Black- burn says in conclusion.“And unless you have very talented people, and create a culture that attracts talented people and you support them, it’s impossible to have a quality product. So,we focus on that.We really support our teammembers very thoroughly.