Ann: Clinic Rollout Update, page-14

I think these clinics are a key component of the MC long game. If you are selling a medical product, and the medical community has little knowledge to assist, taking a more 'medical' approach will only enhance your reputation. Patients (buyers) are one (vitally important) thing, but over the longer term an approach such as this will embed your business in the mind and operations of clinicians, other clinics, hospitals and government decision makers - all much bigger buyers.

Clinicians are struggling to get to grips with exactly what MC means. Clinical studies are somewhat haphazard, with the general body of evidence pointing to some efficacy in some indications, and not so much in others. Globally, there is a bewildering panoply of formulations and dosages, further compounding the challenge for clinicians to determine precisely what benefit may accrue to which patients.

These clinics - physical and otherwise - help fill in the missing pieces of a large and complex puzzle.