I don’t think we are going to see ICX TRC adverts on billboards or such. The top plastic surgeons don’t have to advertise (in the UK anyway), in fact it’s seen as a little low class. Their reputation speaks for itself and the customer comes to them.
I think we will see some media articles, much like we have so far, TV interviews with Kemp and co with a few test cases. Let’s face it they only need one guy with ‘wow’ results willing to be interviewed, poked and prodded by journos to get people interested.
Remember, there’s many many more guys out there who don’t follow ICX development, and will be surprised and excited when they read about it in a paper or see a clip on TV. They are not wrapped up in it like guys here, and as will consider it good as long as it has been deemed safe and results look good. They couldn’t give two shits that ICX took too long for Phase 2. It’s not as if a groundbreaking MPB treatment will suffer from a lack of potential customers, is it?