Our North Star

Botulinum toxin type A (Botox) was first tested in humans in 1978. It was another 11 years before the FDA gave its approval for use in eye muscle problems, and yet another 13 years before approval was granted for cosmetic use.

Over 46 years later, despite years of clinical experience, it still divides opinion.

Those who love it, have already tried it, and are using it. Think Simon Cowell.

There are still those who are curious about it; and then there are those who will never use it cosmetically.

That’s life. That’s what happens when innovations are launched on the market. Think electric cars.

In healthcare it’s no different.

Physicians and HCPs faced with a brand-new medicine react in the same way.

There are those who will be quick to prescribe (with not a lot of proof needed).

Others will explore it in detail. They’ll read all the research. They’ll study all the results, and they will search for patients they might introduce to the new treatment. Once they’ve gathered their own research, they will talk about it, to anyone and everyone who’s willing to listen.

And then there are those who wait for the dust to settle, and for the innovation to go through its teething pains, and only when many others have established it as safe, efficacious, and effective, will they begin try it.

The issue is – who do you talk to about your new medicine?

Everett Rodgers conducted the research over 70 years ago and found that the Early Adopters in any community (Botox, Electric Cars or medicine) are the people to talk to first. Their curiosity, status, influence and credibility help get things moving – typically by word of mouth.