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:
# The most important factor is the readiness of technology, its proven effectiveness and safety
# The second factor is the 'Expert Buzz': Once the experts bless a new technology, its adoption accelerates remarkably
# 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.
==Methodology== *We decided to follow the 'analogy' method for determining the time it takes for consumer adoption of invasive medical procedures. *For the purpose of this study, we decided to study the consumer adoption of '[[Botox and apply the learning from Botox story to determine the timescale for consumer adoption of other new invasive procedures. * Botox was considered appropriate since it is an invasive procedure for skin treatment. * Botox is similar in that it's adoption is driven by 'expert opinion' which will also be the case for Invasive Nanotechnology therapy and StemAnalysis -cell therapy. == Study Goals for Botox == * To determine/measure the Methodology|A note on our methodology]]'expert buzz' and 'consumer buzz' required for 'wide scale' adoption of an invasive procedure among experts. * To determine the market drivers that create the 'expert buzz' == Study Method to determine 'Expert buzz' required for consumer adoption== * Study the number of expert articles published discovering and eulogizing Botox miracle * Determine the number of experts and the voice required to reach out to them == Study Method to determine 'Consumer buzz' for Botox as a market driver == * Study the number of articles published in consumer media space eulogizing/talking about Botox* Study the media vehicles in which these articles are published* Determine from the articles published, the number of media vehicles required and the number of 'voices' (Journalists) required to create a 'consumer buzz'* Analogy to the internet world will be the number of powerful 'voices' required at the minimum to create a strong 'online buzz' (with a multiplier for the number of powerful voices thrown in to account for media fragmentation) == Data collection and data sources == * We used secondary research for data collection* Botox procedure data has been taken from ASAPS (American Society of Aesthetic Plastic Surgeons)* Databases used to search articles are Factiva and Google scholar* Search query used is::* botox, botulinum toxin: to find the total number of articles published on botox:* botox and wrinkles, botox and frown, botox and lines: to find skin care articles using botox* Determined the correlation between the number of articles published and number of botox procedures* Analyzed the articles published to determine the market drivers
==Technical overview==
