CCSVI-mania is a marketing project excellently done - it must be admitted.
Here you can see all elements of marketing mix combined with an excellent name (Liberation) and the use of innovative media. We have it all - the Product (CCSVI treatment), the Price (3-5 thousand euros), the Place (limited to a few private and rare state clinics) and Promotion (web) – so: 4P's.
We have an ideal target group: "those who have nothing to lose" and a marketing strategy based on a limited offer - so called Limited edition. This provides exclusive and increased demand because everyone wants something that is difficult to obtain. Someone can come out tomorrow with a claim that MS is treatable with water, but there are plenty of water around and would not cause any special interest.
We also have a USP (unique selling proposition) - health, healing.
Therefore, these three (the target group, USP and marketing strategy) combined, and a strong need/demand for the product (Liberation) has an impact on the standard curve of innovation adoption. In this curve, it is common to have a 2.5% Innovators, 13.5% Early Adopters, 34% Early and 34% Late Majority, and 16% of those who dropped late - Leggards. In this case, with respect to specific target groups and the need to try everything, it is likely that the curve has changed significantly in favor of this innovation, that is, if we are to believe everything that is written - the Innovators and Early Adopters is much more.
The medical profession behind the project ensures the credibility of the project, a simple surgical procedure makes things easy to understand (you have a problem - ballooning/stenting - the problem disappeared), in all this has some magic of simplicity.
Communication channels, given that advertising is prohibited, the path is found through alternative media - Facebook, Virals, e-mails. The media budget is minimal, the users are recommended to one another. What will better?
Regarding advertising archetypes, hesitate between three rolls to be held in CCSVI: Magician, Hero or Sage.
The existence of experimental volunteers who will participate in the experiment and even to pay by yourself and take a risk for the possible consequences of failure, actually is suitable for a group of "late majority" and "those who fell late - Leggards", because until they decide, the experiment will have be implemented, and much faster than would otherwise have been. Only a pity is that most of those who go to the interventions yourself are not guided by specific protocols, so it will not be included in the study, but their results will certainly contribute to knowledge.
Now, AIDA is done: we have attracted Attention, we provoked Interest, we have created a Desire and there was an Action - many MS patients are done the procedure, or at least a diagnosis, or at least lobby for it.
What is interesting now is the post-purchase satisfaction - not only the results of intervention, but a personal sense of (dis)satisfaction of people who have undergone the procedure and their satisfaction or dissatisfaction with the decision.
Since they paid for expensive surgery, it is expected that even if the result of weaker than expected, they will not admit themselves nor others the dissatisfaction, but will try to convince ourselves and others the justification of the procedure and their satisfaction with the same. It already can be seen in people who have undergone intervention, with little or no progress, or even deterioration, but still passionate advocate validity of the procedure.
Psychology of consumer behavior tells us that people are reluctant to express dissatisfaction if it had to admit they made a wrong decision, and this is even more pronounced as the stakes were higher.
This was the speedy view of the CCSVI phenomenon with non-medical point of view....