Yes the physician is the customer and to put it bluntly they...

Yes the physician is the customer and to put it bluntly they don't really care what is best for the patient - it is all about what is best for number 1 (I may be biased by my science background, but all MDs have egos the size of small planet and surgeons have egos the size of a large gas giant). AXP needs to concentrate 110% on making the surgeons life easier or making them more money.

I disagree that patients can't be a major demand driver for AXP. Ever since the rise of internet patient support groups have come together to share information and experiences. Getting those women who have experienced the aeroform to share it with other women would be very valuable. It is a tricky area as the FDA doesn't look favourably on this sort of activity, but it can be huge driver of demand

@Pardner you probably know this - why didn't AXP focus more on Europe? The costs savings that the aeroform can provide to the health system should make it ideal for Europe. I can understand that they would not get top dollar, but it should be a much easier sell.