While you are entirely correct this is a money grab, and that there are numerous doctor's who still remain hesitant to prescribe, the reality is these companies (like Tweed, CENBiotech, etc etc etc) are hiring the same kinds of consultants that the rest of the pharmaceutical use to convince doctors of the usefulness of their products. This sort of lobbying/consulting convinces doctors, same as for other pharmies. It's changing, and it's changing fast. I was at an appotinment just a week ago with a physiatrist (sp?) who opened the discussion with me for some recurring arthritis issues I have. I was very surprised to have /him/ start the convo.
In short, if you think people are investing tens of millions to start their business and they wont be lobbying the medical industry in the process, you dont realize how money works.