Mark Foley obviously never took any Executive Marketing Management Courses...Foley brought CoolSculpting to a positive cash flow with NO COMPETITION and sold it to Allergan for $2.4 Billion. Total Con Job! CoolSculpting is a total Dog! Now Foley is in a completive market with an excellent product which wins every award and the Con Man Foley and is over his head!!! Foley has no clue who the Daxi target market is and still thinks "Injectors" are the "Target Consumer".
Foley thinks if he makes the injectors more profit, they will switch their patients to Daxi...WRONG...Injectors are reseller who are at the mercy of the aesthetic patient and kiss every patients butt hoping the patient will return to them and it costs an injector money (time) to switch a patient to Daxi. Cosmetic Injectors are all about the $$$$. Why does Allergan market directly to the aesthetic patient, everyday? Injectors are 100% aware that Allergan is squeezing their net profit out of Botox but "Change" is scary and Allergan keeps whispering in their ear, that "Botox will make the "practice" more profit." Allergan knows Daxi is much more profitable to the injector and is trying to confuse the injectors with "Practice" profit....Just so you know, typically, Toxin revenue is 50% to 60% of a practice's total annual revenue....what Allergan is telling the practice is 100% false. Foley waisted hundreds of millions and now WS see liabilities as greater than assets....TROUBLE...SP has dropped weekly.
FOLEY truly needs to understand medical marketing in a mature competitive market with a product which has 3 competitive advantages and is sold through a reseller as an annuity procedure. Offer the new product with 3 competitive advantages at the same price as the current market leaders. Establish market share and sell the company to a BIG Boy who will take it to the next level!
Educate the medical patient about the 3 competitive advantage and the $$$ they will save when using Daxi versus a 3 month toxin. Injectors who want to grow their Daxi patient base should be allowed to advertise their Daxi price on the the Daxi Injector Finder...love seeing injector pages listing...Botox $14 per unit, Daxi $7 per unit....now the patient will want to try the $7 per unit product which will give them the additional 3 benefits for the same price as Botox ( 2 to 1 units).Fast, Last and the Look! Patients will never go back to Botox!!! RVNC should be encouraging every unit pricing practice to advertise their Daxi this way!
Foley is clueless!
