Changes
/* Y-o-Y sale of botox procedures */
* Safety of botox was proven through invasive muscular and neurological procedures very well till 1992.
* In 1992, 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'
* Leading drivers for 'Expert Buzz' were 'safety of Botox' and 'serendipitous discovery' for wrinkle smoothening
* Suddenly experts got a substitute for collagen procedures that took more a few months to show perceptible results
* Expert Buzz started from 1992 onwards with publication of articles for use of Botox for wrinkle smoothing in leading journals (By Caruthers)
* Consumer Buzz started from 1992 with just 2 articles. But the big jump in Consumer buzz as measured by number of articles published in leading media is 35 in 1997.
