Changes
* The below graph indicates the number of articles published on use of Botox for 'wrinkle smoothening' over time.
[[Image:botox- consumer skin care.jpg|center|600px]]
===Correlation among the no. of articles and procedures===
* 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, 58 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.
* Dermatologic Surgery
* Survey of Ophthalmology
== Overall Conclusion ==
* For a procedure like Nanotechnology or Stem cell therapy, the first obstacle will be to prove its safety.
* Once 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.
* 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 application that has never been satisfied, Expert Buzz and 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 and Consumer circles. Amount of buzz can be measured by the 'number of opinion' leaders who drive the opinions through various media channels. Overall, uptill the inflection point for Botox, 36 unique Journal articles were needed. For the consumer buzz, 58 unique articles published in 58 different vehicles were needed.
