This business relies on direct B2B sales: * Infusions sales =...

This business relies on direct B2B sales:

* Infusions sales = B2B sales between AHZ and the hospital procurement (comes down to rebates and discounts and mostly, physician preferences dictating to hospital procurement).
* ADAPT sales = B2B sales between AHZ and surgeons (comes down to wining-and-dining and in-room product demonstrations).
* AI = comes down to research data.

I am a hospital salesman with a lot of contacts. It is what makes or breaks people in this industry.

PR never really came into it for me, as I was never really performing B2C sales. It is not really the patient who will choose CardioCel etc, they are governed by the surgeon and are usually totally at their direction.

It's like Intuitive Surgical - da vinci robot - most patients have no idea that the long-term outcomes are IDENTICAL to laparoscopic surgery - but they sell the short-term benefits and have made a $60B company out of it.