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/* Botox - A Technical Overview */
We conclude that three factors are essential for this transition:
# The most important factor is the '''[[#Botox - A Technical Overview|readiness of technology]]''', its proven effectiveness and safety# The second factor is the '''[[#Expert Buzz|''expert buzz'']]''': Once the experts bless a new technology, its adoption accelerates remarkably# The third factor is '''[[#Consumer Buzz|''consumer buzz'']]''' or word-of-mouth
We have modeled these factors for Botox and can provide the data for other emerging technologies as well, and thus predict their adoption.
* Botox Cosmetic and Vistabel are available for cosmetic treatment.
===How a Botox procedure 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.
* 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.
[[Image:botox procedures time line.jpg|center|800px|thumb|[http://www.surgery.org/press/statistics.php Source: ASAPS]]]
===Procedures of Botox Vs 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 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]]]
* 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 Botox treatment.* Dr Arnold Klein, who is Hollywood's king of collagen, said that Latest 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.
==An Analysis of 'Consumer Expert Buzz' ==* The below graph indicates 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 number 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 published on use the benefits of Botox for 'wrinkle smoothening' over timecosmetic 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. [[Image:botox-skin care.jpg|center|600px|Number of articles on wrinkle smoothing]]
===Correlation among the no. of articles Between Articles and proceduresProcedures===
* We have co-related the number of articles published in media with the use of Botox and find a strong co-relation of 0.89.
* Despite a high co-relation, the number of 65,000 procedures of Botox through off-label used is hard to explain with the publication of in-total 58 consumer articles till 1997 (out of which 35 were published in 1997 alone).
===Consumer buzz Buzz - A qualitative analysisQualitative Analysis===
*Doctors, Dermatologists, Surgeons, experts and consumers shared their experiences and gave positive reviews about the use of botox leading to initial buzz.
* Approx. 18 medical experts were quoted in media till 1997 (the inflection point) before the Botox Market took off in a big way. The list of experts quoted in media has been given below: '''Various distinct experts that gave reviews [[Botox Experts|are:''' * Ophthalmologist Jean Carruthers* Dermatologist Alastair Carruthers* Dr. Brin* Dr. William J. Binder* Dr. Arnold Klein, Hollywood's king of collagen* Dr. Gerald Imber* Dr. Alster* Dr. Davis* Dr. Kauvar* Dr. Ian Little* Dr. Vito Quatela, N.Y.* Dr. George Brennan, California* Cosmetic surgeons at the University of Michigan Medical Center* Drlisted here]]. Todd Koch, amherst plastic surgeon* Surgeon Basim Matti* Dermatologist Rhoda Narins* Dermatologist Fredric Brandt* Dermatologist Arsenal
'''Major media Vehicles used are:'''
[[Image:consumer-buzz botox.jpg|center|600px]]
==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]] ===Expert buzz Vs Buzz vs Consumer buzz=Buzz==
[[Image:expert vs consumer buzz.jpg|center|600px]]
=== Qualitative analysis of Expert Buzz articles =Conclusion ==[[Image:Botox story in a nutshell.jpg|center|500px|Botox story in a nutshell]]
* Modeling on other invasive procedures is possible, since safety and efficacy of treatment are the biggest barriers to consumer adoption.
* The 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). * However, for a completely new 'need' that has never been articulated by the consumers (and hence never been met), Expert Buzz ''expert buzz'' and Consumer Buzz '''consumer buzz'' will play an equally important role to drive consumer adoption. * Timescale for building adoption curves will be a function of the 'amount of buzz' created in Expert expert and Consumer consumer circles over a period of time. Amount of buzz can be measured by the 'number of opinion' leaders who drive the opinions through various media channels. * Overall, uptill until the inflection point for Botox, 36 unique Journal journal articles were needed. For the consumer buzz, 58 unique articles published in 58 different vehicles were needed.