Success is a combination of the distribution model and the marketing /advertizing.
(actually four P's of marketing is still very true today after god knows how many years). Product Place Price Promotion.
Distribution and channels are part of Place and unfortunately BIEL had a distributor who didn't promote, but it sounds like did get to the shelves. BIEL then cancelled this and went for their own model through the web with better promotion through TV appearances on shows, and press articles - not mass advertising as it costs too much.
I believe they are having success and no I don't think Q4 was a good quarter as to many start up costs in UK as well as Canada but I am interested in numbers shipped.
Have they got it right now? I don't know but with every patch sold there is a new "Place" opened up through word of mouth!
I understand they have an international distributor lined up ready to take product once they get US FDA clearance. They may be able to move ahead of that, but will no doubt have to terminate any existing "exclusive" agreements they had for countries.
So in summary they haven't yet got all four P's going correctly at the same time - and it all costs money. I do think they have people who understand this now as over the last year better decisions IMO have been made.
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