Old school thinking.
Even BOT is going direct to customer.
Each market group we are targeting have extensive networks and associations. Market to these and the news flows will see sufferers demanding the tests and doctors recommending it. Information travels very differently these days.
Bring tied to a company like Sonic means the power over roll-out, pricing, etc, is clearly in their hands.
Short term you may penetrate the market quicker, but long term going alone MAY be substantially more beneficial.
Ann: PromarkerD outperforms conventional tests--results published, page-7
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