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Biotech / Medical : Biomatrix (BXM) Looking Great -- Ignore unavailable to you. Want to Upgrade?

To: James Baker who wrote (248)	11/27/1997 9:09:00 PM
From: John McCarthy	Read Replies (2) \| Respond to of 569

James - Thanks for your response. I am going to open up to you a little more than I ordinarily would. By this I simply mean, hey, we're on the Internet, I'm basically the shy type, and well, things are wide open here. (1) The letter to BIOX ... There is a lot of nonesense up here (SI) that basically goes along these lines .. the stock price sucks, its mr. presidents fault, I will write a letter , he'll make the price go up ... the world will be right, I made the change that changed the world I have a different tact in mind. BIOX BACKGROUND --------------- (a) BIOX's scientists have cranked out a better O/A treatment. Meaning:BRAINS (b) Mgt. has proven to be tough, effective negotiators with respect to license fees and other decisions ... Meaning:Good Management IMPLICATION --------------- 1 - We are dealing with intelligent people... 2 - After AHP deal, they may think it is time to SIT BACK and count the cash. Only natural. I would feel this way. 3 - I think I know that if you took the entire BIOX mgt. team, put them in a blender and stirred them up, you wouldn't get 1 oz. of marketing AWARENESS out of them. NOT a dig. They have had no reason to be concerned about that BUSINESS AREA in the last 10 years. Conclusion: Product Marketing and more specifically BRAND MARKETING is not on their radar screen. OUR GOAL --------------- Nudge them towards marketing awareness. That's it. As I said, their smart:their LIGHT BULB will come on. Your letter AND what you just posted me is a great lead in to this. And I am VERY CONFIDENT it will quickly be discounted, ignored, phoo-phewed (can't spell). That's okay. Paradigm shifts are tough. We are asking people to take off their everyday hat and put on a different one. Smart people can/will do this. And people that own 22% of what could become a very big number will even do it faster. In any event, we'll see. One last comment .... If the ad for Sanofi that you saw was in what I'm going to call a doctor/jock publication ... then you sort of gave me good news. (1) The company responsible for marketing doesn't understand either the market, the product, or both. And I hope they throw much of their advertising effort down this channel. This is a consumer product, period, and therefore it requires a consumer campaign. (2) These consumers will talk to doctors AND THEN TALK TO OTHER consumers to get the best possible thing to kill their agony. (3) If you ever wrote up here that you saw an ad by Sanofi in USA Today - 1 page big - then I would sh**. (4) If you saw it twice .... no comment. Hope you are having a good holiday. Sorry for the long story line. Regards, John