Rheumatoid Arthritis is one of those medical phrases that take an extra few seconds to type in order to make sure your spelling is correct. RheumatoidArthritis.com is certainly already registered. Indeed, to a biotechnology company called Genentech … whose corporate website is actually located at Gene.com. They sure know how to zero in on high quality, generic domain names. Once again illustrating that branding is best employed with singular, descriptive domains.

However, the real subject of this piece is another premium domain name owned by Abbott Laboratories, a U.S. based pharmaceutical company who describe themselves as a broad based healthcare company. The domain is RA.com and it too focuses on treatment for rheumatoid arthritis, a disease which affects about 1% of the world’s population.

RA.com was originally registered on June 16, 1993 making it one of the earlier domain names secured well before the rapid expansion of the internet. Whether Abbott Laboratories had the foresight to acquire the name back then is unknown. I would not be surprised to learn that Abbott purchased the domain name some years later via private transaction. In any case, RA is the common abbreviation for “rheumatoid arthritis”, and much easier to spell. So credit to Abbott Laboratories for going the common sense route, and taking advantage of the power of premium domains.

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US Physical Therapy, Inc. are a leading chain of clinics providing outpatient physical and occupational therapy in 43 states. The company is publicly held and trades on the NASDAQ stock exchange under the symbol USPH. Their focus is on providing post-operative care for a variety of orthopaedic and sports-related injuries.

Interestingly, the company has secured their domain name acronym, USPH, in all of the leading top level domains: .com, .biz, .us, .info, .net, and .org. It appears that each domain extension hosts USPH’s complete website (no forwarding). This insures that anyone who types in “USPH” in any of the top web addresses will land on the company’s official website.

This is a forward-thinking corporate approach that locks in the company’s online identity and effectively blocks out anyone else from using the “USPH” designation on the internet. Typically, a company’s head of marketing, or contracted marketing firm, will propose this kind of strategy to help build & expand the company’s brand in every way possible.

US Physical Therapy currently operate 372 clinics. The company is particularly well positioned in the states of Michigan, Tennessee, and Texas where they have 40 or more clinics in each of the three states. When a corporation seriously considers the importance of reaching current and future customers, establishing a powerful online presence becomes a number one priority.

.BIZ … the official business web address of the internet.

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