Of course there's a marketing strategy. There's just...

Of course there's a marketing strategy. There's just so much more they could do. Seems to me a lot of the team are academics and take a very logical approach to things, whereas a more human approach would benefit the outcomes. Part of their marketing strategy is to leverage word of mouth, which we know is most effective, of key opinion leaders to influence clinicians in the region. It would actually be very effective as what MEM is trying to achieve is global change, and would require leaders of each region to be their champions. Would be quite silly to try personally infiltrate each region.