If The Shoe Fits - The Story Behind Bunion.com


As domain name brokers, we tend to focus on the domain names. I get that; it's what we do. But once we sell a name and see it paired with a professional and effective web site, there is no denying how gratifying that is. I was directed to Bunion.com by our senior broker, Paul Mullen, who has followed the project since its sale a few years back. Bunion.com was purchased by Dr. Stuart Mogul, a leading foot and ankle surgeon on the Upper East Side of Manhattan, and he was gracious to share some time and background information with us recently.

When asked if he considered purchasing the plural version, Bunions.com, he said yes, he did. With domain names, the decision to secure the singular or plural version is often not a black and white issue. Some are easy, RealEstate.com is a no-brainer when compared to the plural version. Dr. Mogul pointed out, however, it is not uncommon for patients to have two bunions needing repair and he has performed that surgery many, many times. In the end, he was looking for a name that would be a strong brand and opted to go with the singular version, Bunion.com.

Dr.Mogul is a very successful surgeon and has been for over 30 years. He is a published author, a Diplomate on the American Board of Foot and Ankle Surgery, and has performed over 10,000 surgeries. Featured in the New York Times, Vogue, WebMD, and ABCNews, he even got airtime on The View. He also had a decent albeit longer domain name and a fully functioning web site. It begged the question, why Bunion.com?

I asked Dr. Mogul if the project had a "lead gen" focus when he first considered the acquisition. He was very upfront in explaining this domain purchase and web site remodel were specifically undertaken to add a lead generation revenue stream to an already successful medical practice. However, the wildly shifting landscape in the medical insurance industry had impacted podiatrists' desire to obtain new patients, especially those covered under something other than private health insurance. The chance that medical insurance will change again is a given and Dr. Mogul is in for the long haul.

His current web site is completely new from the ground up and does everything extremely well. It provides a wealth of information in an easy to understand format, the videos are straightforward and convincing, the navigation is seamless and brings the client to the response page without requiring a phone number or email commitment earlier. A prospective client can research their condition, weigh their options for treatment and get a pretty good feel for Dr. Mogul and his staff in ten or fifteen minutes.

This is an example of how a "category dominator" name like Bunion.com reinforces his commitment to both his clients and his future project.

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