Ann: Results of Annual General Meeting, page-65

I'll add this as marketing our company/product has been brought up a few times.

Ross & co. did answer this question and I thought they answered it well. If they were conducting a trial on asthma, for example, they said they would definitely engage with the hospitals & news crews to cover the trial and the potential benefits it offers patients.

However, GVHD is different. In this case, most of the patients are in an incredible amount of suffering from GVHD. To have cameras and media personalities in the ICU is not going to come across well on media platforms and I can guarantee the last thing the patients want is to have cameras shoved in their faces while in agonising pain, not knowing how much longer they'll have to spend with their families etc. Even if/when the GVHD is cured by CYP-001, they still have leukemia, so the battle is far from over for them and they're not exactly going to look like they've been cured.