Botox - from Medical Procedure to Household Word

Invasive medical procedures such as Botox are rapidly entering the consumer space. This report shows how Botox rapidly advanced from a medical procedure to a household word, and how other procedures -- such as nanotechnology-based or stem cell-based procedures -- can make the same transition in the years to come.

We conclude that three factors are essential for this transition:

  1. The most important factor is the readiness of technology, its proven effectiveness and safety
  2. The second factor is the expert buzz: Once the experts bless a new technology, its adoption accelerates remarkably
  3. The third factor is 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.

Year Milestone
1990 Botox use for smoothing wrinkles discovered
1994 Off-label Botox usage starts
1997 Expert buzz picks up
1998 Consumer buzz intensifies
1999 Number of Botox procedures skyrockets

Click here for more details on our methodology.

Contents

Dolcera approach

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Botox - A Technical Overview

A Botox injection is a diluted form of botulinum toxin type A which is injected into facial muscles to paralyze or weaken the muscles that form wrinkles. Botulinum toxin is a medication and a neurotoxic protein produced by the bacterium Clostridium Botulinum. It is the most toxic protein known.

Botox is sold commercially under the brand names:

How a Botox Procedure is Performed

Botox Treatments

Side effects of Botox

Botox is not without side effects. However, the side effects are minor and resolve rapidly. The most common side effects include:

No severe side effects have been reported, but the dermatologist or medical practitioner administering Botox injection should be experienced.

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

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.

Who Drove the Adoption?

Both experts and consumers did. Among the early adopters and supporters were the following:

Expert Buzz

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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

Number of articles on wrinkle smoothing

Correlation Between Articles and Procedures

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Consumer Buzz - A Qualitative Analysis

Major media Vehicles used are:

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Expert Buzz vs Consumer Buzz

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Conclusion

Botox story in a nutshell