How will Cognigram be marketed?

Now that Cognigram is almost out there, I'm wondering about the ways they can market it. Feel free to chime in.

Eisai/Biogen can just offer the test to the people taking Aduhelm and pay a fixed fee per patient to Cogstate. I guess that's the main alley for revenue, right?

But what about the people that who are not yet taking Aduhelm?
How will Eisai market to those people and differentiate Cognigram from a world of "brain health" apps with little scientific validation?
I mean, pharma companies in clinical trials will want a strongly validated tool, but how will the average Joe know which is which?

Is Eisai knocking on the door of every single GP and educating them on the benefits of the digital test?

Is there a way of getting this to scale without going to every single doctor's office? Like going to insurance companies or to some health payors who will then do the leg work of rolling the app to their doctors?