Mark Cuban acaba de compartir una muy buena idea, pero en el peor momento posible

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Si ha tenido buenas noticias para compartir últimamente, ha sido un momento frustrante.

Fue difícil lograr que alguien prestara mucha atención además de las elecciones, y los intentos de derrocarlos y la insurrección, el segundo juicio político y la toma de posesión … Aspiró todo el oxígeno del ecosistema de los medios.

Supongo que estas fueron realmente buenas noticias para las personas con malas noticias (escándalos, números decepcionantes, por ejemplo), ya que podían publicar cosas con la esperanza razonable de que nadie se diera cuenta.

Pero también significó que fue difícil Llamar la atención a las cosas que merecen atención. Y eso nos lleva a Mark Cuban.

No hay escándalo; Se trata de una nueva y brillante empresa en la que participa. Cubanos la semana pasada tuiteó sobre una de sus nuevas empresas: Mark Cuban Cost Plus Drug Company, que se anuncia como una empresa de medicamentos genéricos cuya principal promesa es la «transparencia radical» sobre los precios de sus medicamentos.

Mi colega Jeff Haden ha escrito sobre sus detalles antes, pero en resumen, Mark Cuban Cost Plus Drug Company dice que fabricarán versiones genéricas de medicamentos costosos y los venderán sobre la base de un costo adicional en lugar de cualquier otra cosa que el mercado pueda elegir. podría soportar: 15 por ciento por encima del costo de fabricación, distribución y comercialización de los medicamentos.

La compañía planea lanzar al mercado 100 medicamentos diferentes para fines de 2021.

El primer fármaco es el albendazol, que se usa para tratar los anquilostomas, una enfermedad causada por un parásito del gusano. «El efecto más grave es la pérdida de sangre, que en los niños puede provocar anemia, pérdida de proteínas, discapacidades cognitivas y retraso en el crecimiento». para obtener una declaración de Baylor College of Medicine sobre los planes de la empresa.

¿Te imaginas si otras empresas de consumo siguen este modelo de negocio?

Imagínese si las compañías automotrices le prometieran venderle automóviles al precio que quisieran, más un porcentaje. ¿Cuándo aerolíneas? Por ejemplo, esta es una estrategia de precios más común para los contratos gubernamentales. Ésta es una de las razones por las que esta idea suena fascinante.

También está el hecho de que los costos de la atención médica son una gran preocupación para la mayoría de los estadounidenses. La deuda médica es, con mucho, la razón número uno por la que 500,000 familias estadounidenses buscan protección por bancarrota cada año, según un estudio de 2019.

Solo en términos de costos de medicamentos, los canadienses y los británicos gastan alrededor de $ 884 al año en recetas y costos médicos asociados. En los Estados Unidos, está más cerca de los 1397 dólares.

Todo esto me lleva a concluir que tal vez Cuban y su compañía hubieran tenido que esperar un mes más antes de anunciar cuándo todas las demás distracciones podrían haber disminuido.

Quiero decir, el objetivo de Mark Cuban Cost Plus Drug Company es llamar la atención, ¿verdad? De lo contrario, llámelo genérico y farmacéutico, no lo sé, tal vez Healthnovia. O Drugtopia. Podríamos intercambiar ideas todo el día.

O incluso quédate con el nombre original: Osh’s Affordable Pharmaceuticals, que lleva el nombre de su director ejecutivo y fundador original Alex Oshmyansky, un médico y doctorado en matemáticas que asoció por primera vez a los cubanos con un frío mensaje de correo electrónico en 2018.

No voy a sugerir que, como cubano, sepa hacer negocios mejor. El esta arriba Tanque de tiburones;; Estoy buscando Tanque de tiburones.

Es un multimillonario y un nombre familiar. No soy.

Y, para ser justos, habló un poco sobre la compañía, lo mencionó durante un podcast en noviembre, por ejemplo, pero llamó la atención después del anuncio y su tweet el 13 de enero.

Pero si este artículo, escrito después de la inauguración, es el primer lugar en el que se entera de la nueva compañía farmacéutica de Kuban, puede ser el hecho de que una gran idea fue históricamente difícil de llamar la atención durante una semana o dos podría tener algo que ver con eso.

Piense en ello la próxima vez que tenga buenas noticias que compartir, o quizás lo más importante, si alguna vez tiene malas noticias que enterrar.

Las opiniones expresadas por los columnistas de Inc.com aquí son las suyas, no las de Inc.com.

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My colleague Jeff Haden wrote about its details earlier, but in a nutshell, Mark Cuban Cost Plus Drug Company says it will make generic versions of expensive drugs, and sell them on a cost-plus basis rather than whatever the market might otherwise bear: 15 percent above what it costs to manufacture, distribute and market the drugs.

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By the end of 2021, the company says it plans to have 100 different drugs on the market.

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The first drug is albendazole, which is used to treat hookworm -- a condition caused by a worm parasite, "with the most serious effect being blood loss that can lead to anemia, protein loss, cognitive disabilities and stunted growth in children," according to a Baylor College of Medicine statement on the company's plans.

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Can you imagine if other consumer companies followed this business model?

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Imagine if car companies promised to sell you cars at whatever it cost to build them plus a percentage? If airlines did? It's a more common pricing strategy in government contracts, for example, which is one reason why this idea sounds intriguing.

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There's also the fact that heath care costs are a very significant worry for most Americans. In fact, medical debt is by far the most common reason why 500,000 American families file for bankruptcy protection each year according to a 2019 study.

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In terms of drug costs alone, Canadian and British people spend about $884 per year on prescriptions and associated medical costs; in the U.S. it's more like $1,397.

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All of which leads me to conclude that perhaps it would have been for Cuban and his company to wait another month before announcing, when all of the other distractions might have died down a bit.

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I mean, the entire point of calling it The Mark Cuban Cost Plus Drug Company is to garner attention, right? Otherwise, call it something generic and pharmaceuticallish--I don't know, maybe Healthnovia. Or Drugtopia. We could brainstorm all day.

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Or else, even stick with the original name: Osh's Affordable Pharmaceuticals, named after its original CEO and founder, Alex Oshmyansky, a doctor and PhD in mathematics who got Cuban first involved with a cold email pitch in 2018.

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Look, I'm not going to suggest I know better than Cuban how to handle his businesses. He's on Shark Tank; I watch Shark Tank.

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He's a multibillionaire and a household name. I'm not.

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And in fairness, he has been talking about the company a bit -- mentioned it during a podcast in November, for example -- but it got a flurry of attention after the announcement and his tweet on January 13. 

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But if this article -- written after the inauguration, you might notice -- is the first place you're hearing about Cuban's new drug company, then perhaps the fact that it was historically hard to get attention for any great idea a week or two ago might have something to do with it.

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Keep that in mind next time you have some good news to share -- or maybe even more importantly, if you ever have bad news to bury.

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