News

Prima Health Unit Growing Via Licensing, Book Sales
Jim Milliot -- 10/23/00
Has reached an agreement with ScienceBased Health to provide alternative health content for company's Web site


Site is part of integrated marketing efforts.
The Natural Pharmacist, a subsidiary of Prima Communications, has reached an agreement with ScienceBased Health to provide alternative health content for the company's Web site at www.ScienceBasedHealth.com. Founded in 1997, SBH sells research-based nutritional formulations (consisting of herbs and supplements) to physicians and patients; formulations can be bought directly from the SBH site.
The deal with SBH is just the latest in a series of licensing agreements signed by TNP, which was formed one year ago. TNP has licensing deals with about 24 partners, among them Consumer Health Interactive, HealthFrontier and Personal Health Zone. "We're happy with what we've done in one year," said TNP president Matt Carleson.

The material for the site as well as for the Natural Pharmacist line of 17 books is based on a large database compiled by TNP that features thousands of double-blind scientific studies on alternative health issues. "This was a huge undertaking, but well worth it," said Prima chairman Ben Dominitz, referring to the creation of the database.

In addition to licensing content and creating books, TNP uses the database to post health information on its own site at www.TNP.com. Currently, the information on the site is free, but Dominitz said the company is considering developing more detailed sections where it will charge a fee for access. But at present, Dominitz is satisfied to use the site to help promote the sale of TNP's books, which have been selling well, led by the 497-page Natural Health Bible. "We are trying to create a ubiquitous brand that consumers will associate with trusted information on health issues," Dominitz told PW, acknowledging that it could take up to five years for TNP to attain such a position.

TNP has had great success selling its books through more than 7,000 nonbookstore outlets, particularly drugstore chains where the books are usually featured in a TNP display. Dominitz believes that the exposure the titles receive at drugstores will prompt consumers to buy TNP titles when they're looking for an alternative health title at a regular bookstore. Dominitz estimates that sales from the TNP unit could reach $10 million in the next fiscal year beginning November 1. TNP is set to release its latest book, The Drug-Herb-Vitamin Interaction Bible, later this fall.

Dominitz said Prima will post solid gains for the year ending October 31, 2000. He estimates revenues in Prima's core areas of games, technology and lifestyles will be up 20% over sales in fiscal 1999.