Hello, Dr. George Abrahamian here from LA FUE Hair Clinic in Pasadena, CA. Generally, minoxidil should me massaged into the scalp. Just applying minoxidil and leaving it be may not get to all the areas you want to target. Secondarily, if you are applying the foam version of minoxidil, it may be sticking to the hair, and not being appropriately delivered to the scalp where it needs to be in order for it to do its job. It shouldn't take more than a few moments to massage the minoxidil into your scalp, and does not have to be an involved process more than 15-30 seconds or so. Also, many people also micro needle the scalp once a week, 20-30 minutes prior to the application of minoxidil. This helps to open the pores on the scalp, which can help with minoxidil delivery to the hair follicles. Once a week micro needling is usually sufficient, as doing it multiple times per week can cause unnecessary trauma. Studies show that it can increase the efficacy of minoxidil by up to 50%. However, if you are unsure of the strategies for micro needling, the length of needle to use, the type of device, you can consult with your hair restoration specialist for a regimen most appropriate for you. I hope this helps.