Ann: Shareholder teleconference presentation, page-13

Facebook advertising does not work the way some people think. There is some exposure through viral shares and likes, which occurs when people engage with the item/services and choose to share it, organic type growth. But that's not where its true power is.
Facebook for advertising is a very detailed and clever system for targeting exactly who you want to see you are ad, whether it be via, age, location, interests and many other factors. All controlled and adjusted by our marketing crew.
It doesn't work with a scatter gun approach like traditional media. Why spend a fortune putting a wheezo ad in front of people who have never searched online for anything asthma related or joined any asthma related groups? Sure we could get Kim Kardashian to put a wheezo in her bra on instagram, would cost a bomb but it still might not hit the right market.
I would expect they will select their target market, then analyse the detailed feedback via their facebook insights tab, and adjust the marketing as need be.
I'm happy for them to take a soft approach until wheezo is fully signed of and ready for market. Much better than jumping the gun and having tough questions asked online that the company cannot yet provide complete answers on.
Nothing goes viral like a failed product launch.