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/* Botox - A Technical Overview */
* Botox Cosmetic and Vistabel are available for cosmetic treatment.
===How botox procedure a Botox Procedure is performedPerformed===* A Botox procedure usually takes 5-15 minutes and there is no need for any anesthesia.
* The procedure is not entirely painless and the small needle does sting. Some physicians may numb the area with a topical anesthetic prior to the injection.
* Before the injections, all the sites are premarked and cleaned with an antiseptic solution.
* Once the procedure is performed results last anywhere from 4 to 6 months.
===Botox Is commonly used to treatTreatments===
* Forehead lines
* Crow's feet (lines around the eye)
* Frown lines
===Side effects of botoxBotox===
Botox is not without side effects. However, the side effects are minor and resolve rapidly. The most common side effects include:
* Mild nausea
* Flu like symptoms
* Headache
* Redness
* Pain at injection site
No severe side effects have been reported, but the dermatologist or medical practitioner administering Botox injection should be experienced.
[http://articles.directorym.com/Botox_Side_Effects-a1182167.html Source: Articles.DirectoryM.com]
==Market Overview==
Initially, Botox was marketed for its medical applications in treating various muscle-related conditions but later, its marketing was broadened to include its cosmetic application—smoothing out frown lines between the eyebrows.
===Annual Sales of Botox Procedures===
[[Image:botox procedures time line.jpg|center|800px|thumb|[http://www.surgery.org/press/statistics.php Source: ASAPS]]]
* Safety of Botox was proven through invasive muscular and neurological procedures very well by 1992.
* In 1990, a serendipitous discovery showed Botox effect on smoothing wrinkles.
* Consumer adoption happened through off label use (6 years before FDA approval for cosmetic use) due to ''expert buzz' and an existing demand for a wrinkle smoothing product (as shown from number of Collagen procedures that numbered 400,000 in 1997).
* Experts were willing to recommend/try Botox on their patients due to two factors: (A) Safety of Botox (in higher doses for invasive muscular and other disorders) and (B) It's proven discovery to smooth wrinkles.
* Suddenly, experts got a substitute for collagen procedures that took more a few months to show perceptible results (as shown below).
===Procedures of Botox vs Collagen===
Botox and collagen are both invasive procedures used for smoothing of wrinkles and facial lines. With the increase in off-label use and popularity of Botox, the market share of collagen has decreased.
[[Image:sales-bc.jpg|center|600px|thumb|[http://www.surgery.org/press/statistics.php Source: ASAPS]]]
[[Image:compare-bc.jpg|center|700px|thumb|[http://en.wikipedia.org/wiki/Collagen Source: wikipedia], [http://en.wikipedia.org/wiki/Botulinum_toxin#Medical_uses wikipedia], [http://www.botoxforum.com/botoxcost.htm botoxforum]]]
[[Image:botox procedures as a percentage.jpg|center|600px|thumb|[http://www.surgery.org/press/statistics.php Botox procedures as a percentage of total cosmetic procedures, Source: ASAPS]]]
===Who Drove the Adoption?===
Both experts and consumers did. Among the early adopters and supporters were the following:
* Dr Little injects himself with Botox, a good advertisement for both its safety and effectiveness
* Dr. Brin says tests on 60 patients show that the toxin can relieve furrowed brows, crow's feet and other deep wrinkles
* Researchers at the University of British Columbia have already used Botox to treat 18 patients with deep furrows in their foreheads
* Tracey Ross (Model/Actress): "I had deep groves in my forehead, and they're gone after Botox procedures"
* Madonna, Celine Dion, Kirstie Alley and Tom Cruise are all fans of Botox treatment.
* Dr Arnold Klein, who is Hollywood's king of collagen, said that latest beauty booster is an injection of Botox, the toxin that causes botulism, which gets rid of forehead furrows by simply paralyzing the facial muscles.
==Expert Buzz==
* In 1990, a serendipitous discovery was made by Mr. and Mrs. Carruthers, both medical practitioners, that Botox smoothed skin wrinkles.
* Alastair Carruthers, a dermatologist, published a seminal article on the cosmetic application of Botox in 1992.
* Till 1992, safety of Botox use in invasive procedures was proven. Botox had also won FDA approval for at least 3 invasive procedures by then.
* Between 1992 and 1997, 36 journal articles on the benefits of Botox for cosmetic procedures on skin were published.
* These articles were enough to create buzz in the 15,000 approx. strong community of Dermatologists in the USA.
[[Image:expert articles botox.jpg|center|600px]]
=== Qualitative Analysis of Expert Buzz Articles ===
The expert articles were published in various leading journals including the American Academy of Neurology, Journal of Neurology, Neurosurgery & Psychiatry with Practical Neurology, and several more.
==Consumer Buzz==
* The below graph indicates the number of articles published on use of Botox for ''wrinkle smoothing'' over time.
===Botox procedures as a percentage of total cosmetic proceduresConsumer Buzz - A Qualitative Analysis===
'''Major media Vehicles used are:'''
[[Image:expert vs consumer buzz.jpg|center|600px]]
* Ophthalmologist Jean Carruthers* Dermatologist Alastair Carruthers* DrFor an invasive medical procedure on consumers involving nanotechnology or stem cell therapy, the first obstacle will be to prove its safety. Brin* DrOnce the safety of the procedure is established, then its uptake can be modeled on existing customer base for other invasive procedures like Botox, collagen etc. William J. Binder* Dr. Arnold KleinModeling on other invasive procedures is possible, Hollywood's king since safety and efficacy of collagen* Drtreatment are the biggest barriers to consumer adoption. Gerald Imber* DrThe case of Botox classically shows that once safety of a procedure is proven, it is the experts that are driving the consumer adoption for the new therapy (for an existing well articulated need). Alster* Dr. Davis* Dr. Kauvar* Dr. Ian Little* Dr. Vito QuatelaHowever, N.Yfor a completely new need that has never been articulated by the consumers (and hence never been met), ''expert buzz'' and '''consumer buzz'' will play an equally important role to drive consumer adoption.* DrTimescale for building adoption curves will be a function of the amount of buzz created in expert and consumer circles over a period of time. George Brennan, California* Cosmetic surgeons at Amount of buzz can be measured by the University number of Michigan Medical Centeropinion leaders who drive the opinions through various media channels. * DrOverall, until the inflection point for Botox, 36 unique journal articles were needed. Todd KochFor the consumer buzz, amherst plastic surgeon* Surgeon Basim Matti* Dermatologist Rhoda Narins* Dermatologist Fredric Brandt* Dermatologist Arsenal58 unique articles published in 58 different vehicles were needed.