Ann: Results of 2018 Annual Meeting of Stockholders, page-85

A key reason I invested in AXP was related to the value proposition for the patient; no needle stick, no travel, some control over one's body in difficult circumstances etc etc. I now recognise that the problem with that component of the value proposition is that:
1. the target (of that value proposition, the patient) has little information from which to make the choice for aeroform
2. The patient has no frame of reference so that she can internalise the value proposition; i.e. "the last time I had a breast reconstruction..."

So the physician is key. I note that it took 9 months for 80 physicians to treat breast reconstruction with aeroform. In the next 6 months to March 18 90 physicians used aeroform for the first time.