I'm sorry! This new campaign to educate physicians, at this stage, just doesn't make sense. Hey! Educate your potential customers with Ads. I heard tell, advertising can educate pretty well in it's own right. Mr. A.W., you have an OTC product in your pocket! You have been awarded the golden egg... an FDA Clearance! You can sell directly to the public, at large. You don't have to depend on the family doctor to tell his patients about ActiPatch. You can go to the source, yes, the public! My Goodness! Well, if you don't have the cash on hand to launch an Ad campaign, then go out and borrow it. Undoubtedly, you will recoup that outlay rather quickly, if the Ad campaign is serious. It appears BIEL is trying to accomplish all their goals on the cheap. Thus, if you try to go-it-alone without deep pockets, that's the position you probably will find yourself. To further make the point regarding cheapness, during the CEO's recent interview, it appears he was overly excited about not spending relatively much money, thus far, in BIEL's overall achievements. Well, I guess you can't be mad at'em on that score. But sometimes to make money, one may need to borrow some money. Yes, Leverage! Maybe this is an instance where that philosophy should be put into practice. JMHO!
Go! BIEL!!!
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