Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #193 | Why Focusing Solely On Revenue In Your Exporting Markets Can Lead To Bad Medicine, And What Clinicians Should Prioritize Instead

Transcript

#193 | Why Focusing Solely On Revenue In Your Exporting Markets Can Lead To Bad Medicine, And What Clinicians Should Prioritize Instead · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  In
• 0:00
  this
• 0:00
  episode,
• 0:00
  you'll
• 0:01
  find
• 0:01
  out
• 0:01
  how
• 0:01
  to
• 0:01
  enhance
• 0:02
  adoption
• 0:02
  of
• 0:02
  your
• 0:03
  medical
• 0:03
  device
• 0:03
  by
• 0:04
  prioritizing
• 0:05
  patient
• 0:05
  convenience.
• 0:06
  Welcome
• 0:07
  to
• 0:07
  Clinician
• 0:08
  to
• 0:08
  CEO,
• 0:09
  the
• 0:09
  podcast
• 0:09
  helping
• 0:10
  clinicians
• 0:11
  simplify
• 0:11
  your
• 0:11
  go-to-market
• 0:12
  strategy
• 0:13
  so
• 0:13
  that
• 0:13
  you
• 0:13
  can
• 0:13
  stop
• 0:14
  guessing
• 0:14
  and
• 0:15
  turn
• 0:15
  your
• 0:15
  working
• 0:16
  prototypes
• 0:16
  into
• 0:17
  international
• 0:17
  MedTech
• 0:18
  businesses.
• 0:19
  I'm
• 0:19
  your
• 0:19
  host,
• 0:19
  Hakeem
• 0:20
  Aade.
• 0:21
  Let's
• 0:21
  get
• 0:22
  started.
• 0:22
  In
• 0:22
  this
• 0:23
  episode,
• 0:23
  we
• 0:24
  explore
• 0:24
  what
• 0:25
  I'm
• 0:25
  calling
• 0:25
  healthcare
• 0:26
  Amazon
• 0:27
  moment.
• 0:27
  Now
• 0:28
  what
• 0:28
  does
• 0:28
  that
• 0:28
  mean?
• 0:28
  It's
• 0:29
  basically
• 0:29
  where
• 0:29
  care
• 0:30
  is
• 0:30
  no
• 0:30
  longer
• 0:31
  tied
• 0:31
  to
• 0:31
  buildings.
• 0:32
  You
• 0:32
  might
• 0:32
  see
• 0:32
  a
• 0:32
  familiar
• 0:33
  pattern
• 0:33
  when
• 0:33
  you
• 0:33
  talk
• 0:34
  about
• 0:34
  Amazon,
• 0:34
  but
• 0:35
  also
• 0:35
  it's
• 0:35
  now
• 0:36
  delivered.
• 0:36
  Where
• 0:37
  the
• 0:37
  patient
• 0:37
  actually
• 0:38
  is,
• 0:38
  and
• 0:38
  I'm
• 0:38
  delighted
• 0:39
  to
• 0:39
  be
• 0:39
  joined
• 0:39
  by
• 0:39
  Dr.
• 0:40
  Ryan
• 0:40
  Polselli,
• 0:41
  who's
• 0:41
  building
• 0:42
  mobile
• 0:42
  diagnostic
• 0:43
  solutions
• 0:44
  that
• 0:44
  flip
• 0:44
  that
• 0:44
  traditional
• 0:45
  model
• 0:45
  of
• 0:45
  working
• 0:46
  out
• 0:46
  buildings
• 0:47
  and
• 0:47
  bringing
• 0:47
  care
• 0:48
  directly
• 0:48
  to
• 0:49
  patients
• 0:49
  and
• 0:50
  not
• 0:50
  the
• 0:50
  other
• 0:50
  way
• 0:51
  around.
• 0:51
  So
• 0:51
  the
• 0:52
  three
• 0:52
  things
• 0:52
  I'm
• 0:52
  hoping
• 0:53
  that
• 0:53
  we'll
• 0:53
  be,
• 0:53
  introduce
• 0:54
  you
• 0:54
  to
• 0:54
  and
• 0:54
  discover
• 0:55
  together
• 0:55
  today
• 0:55
  is
• 0:56
  number
• 0:56
  one.
• 0:56
  Why
• 0:57
  convenience
• 0:57
  isn't
• 0:58
  a
• 0:58
  nice
• 0:58
  to
• 0:58
  have
• 0:58
  in
• 0:58
  healthcare.
• 0:59
  It's
• 0:59
  the
• 0:59
  difference
• 1:00
  between
• 1:00
  prevention
• 1:00
  and
• 1:01
  misdiagnosis.
• 1:02
  Number
• 1:02
  two
• 1:02
  what
• 1:03
  it
• 1:03
  really
• 1:03
  takes
• 1:04
  to
• 1:04
  build
• 1:04
  and
• 1:04
  scale
• 1:05
  mobile
• 1:05
  healthcare
• 1:05
  solutions
• 1:06
  without
• 1:06
  getting
• 1:06
  crushed
• 1:07
  by
• 1:07
  regulations.
• 1:08
  And
• 1:08
  then
• 1:08
  number
• 1:08
  three,
• 1:09
  how
• 1:09
  to
• 1:09
  rethink
• 1:10
  patient
• 1:11
  access
• 1:11
  so
• 1:11
  that
• 1:11
  demand
• 1:12
  comes
• 1:12
  to
• 1:12
  you
• 1:13
  instead
• 1:13
  of
• 1:13
  you
• 1:14
  chasing
• 1:14
  it.
• 1:15
  So
• 1:15
  I'm
• 1:15
  delighted
• 1:16
  to
• 1:16
  have
• 1:16
  you
• 1:17
  on
• 1:17
  the
• 1:17
  show,
• 1:17
  Ryan.
• 1:17
  Thank
• 1:18
  you.
• 1:18
  Welcome
• 1:18
  to
• 1:18
  the
• 1:18
  show.
• 1:19
  Yeah,
• 1:19
  thanks.
• 1:19
  It's
• 1:20
  a
• 1:20
  pleasure
• 1:20
  to
• 1:20
  be
• 1:20
  here.
• 1:20
  Yeah.
• 1:20
  Brilliant.
• 1:21
  So
• 1:21
  in
• 1:21
  interesting,
• 1:22
  I
• 1:22
  wanna
• 1:22
  get
• 1:22
  straight
• 1:22
  into
• 1:23
  it.
• 1:23
  'cause
• 1:23
  when
• 1:24
  we
• 1:24
  talk
• 1:25
  about
• 1:25
  medical
• 1:25
  devices,
• 1:26
  and
• 1:26
  when
• 1:26
  I
• 1:27
  say
• 1:27
  we,
• 1:27
  I'm
• 1:27
  talking
• 1:27
  about
• 1:28
  the,
• 1:28
  the
• 1:28
  general,
• 1:29
  we
• 1:29
  include
• 1:29
  my
• 1:29
  listeners,
• 1:30
  et
• 1:30
  cetera.
• 1:30
  Yeah.
• 1:30
  Yeah.
• 1:31
  Then
• 1:31
  most
• 1:31
  people
• 1:32
  are
• 1:32
  always
• 1:32
  thinking
• 1:32
  about
• 1:32
  physical
• 1:33
  products.
• 1:33
  Physical,
• 1:34
  yeah.
• 1:34
  Or
• 1:34
  services
• 1:35
  in
• 1:35
  hospital.
• 1:36
  So
• 1:36
  I
• 1:36
  suppose
• 1:36
  the
• 1:36
  question
• 1:37
  for
• 1:37
  me
• 1:37
  to
• 1:37
  you
• 1:38
  is
• 1:38
  what
• 1:38
  prompted
• 1:39
  you
• 1:39
  to
• 1:39
  focus
• 1:39
  on
• 1:39
  mobile
• 1:40
  healthcare
• 1:40
  solutions
• 1:41
  over
• 1:41
  those
• 1:41
  traditional
• 1:42
  products
• 1:43
  and
• 1:43
  services?
• 1:43
  Yeah.
• 1:44
  I
• 1:44
  think
• 1:44
  basically
• 1:45
  that
• 1:45
  there
• 1:45
  was
• 1:45
  a
• 1:45
  need
• 1:46
  and
• 1:46
  I
• 1:46
  had
• 1:46
  a,
• 1:47
  a,
• 1:47
  a
• 1:47
  niche
• 1:48
  of
• 1:48
  knowledge,
• 1:49
  from
• 1:49
  my
• 1:49
  past
• 1:49
  experience
• 1:50
  that
• 1:50
  said
• 1:51
  this
• 1:51
  is
• 1:51
  the
• 1:51
  perfect
• 1:52
  opportunity
• 1:52
  to
• 1:52
  do
• 1:52
  it.
• 1:52
  I
• 1:52
  think,
• 1:53
  I
• 1:53
  had
• 1:53
  exposure
• 1:54
  to
• 1:54
  mobile
• 1:55
  mammography
• 1:55
  very
• 1:56
  early
• 1:56
  on,
• 1:56
  tampa
• 1:57
  Bay
• 1:57
  Mobile
• 1:57
  mammography
• 1:58
  was,
• 1:58
  was
• 1:58
  operating
• 1:58
  the
• 1:59
  area
• 1:59
  back
• 1:59
  in
• 1:59
  2016,
• 2:00
  and
• 2:01
  I
• 2:01
  did
• 2:01
  some
• 2:01
  stuff
• 2:01
  with
• 2:01
  them
• 2:02
  and,
• 2:02
  and
• 2:02
  I
• 2:02
  noticed
• 2:03
  that
• 2:03
  patients
• 2:04
  were
• 2:04
  actually
• 2:05
  coming
• 2:05
  back
• 2:05
  more
• 2:06
  regularly
• 2:07
  than
• 2:07
  all
• 2:07
  of
• 2:07
  the
• 2:07
  other
• 2:07
  facilities
• 2:08
  that
• 2:08
  I
• 2:08
  was
• 2:08
  reading
• 2:09
  for.
• 2:09
  I
• 2:09
  said,
• 2:09
  well,
• 2:09
  there's
• 2:09
  something
• 2:10
  there.
• 2:10
  And
• 2:10
  this
• 2:10
  convenience
• 2:11
  thing
• 2:11
  started
• 2:12
  to
• 2:12
  play
• 2:12
  in
• 2:12
  my
• 2:13
  mind,
• 2:13
  over
• 2:13
  and
• 2:13
  over
• 2:14
  for
• 2:14
  years.
• 2:14
  And
• 2:14
  I
• 2:14
  realized
• 2:15
  that
• 2:15
  when
• 2:16
  we're
• 2:16
  talking
• 2:16
  about
• 2:16
  screening,
• 2:17
  that,
• 2:17
  it
• 2:17
  really
• 2:18
  does
• 2:18
  come
• 2:18
  down
• 2:19
  to
• 2:19
  convenience,
• 2:20
  much
• 2:20
  more.
• 2:20
  Then,
• 2:21
  diagnostics.
• 2:21
  If
• 2:21
  somebody's
• 2:22
  sick,
• 2:22
  they'll
• 2:22
  go
• 2:22
  to
• 2:22
  the
• 2:23
  hospital.
• 2:23
  If
• 2:23
  it's
• 2:24
  screening,
• 2:24
  they're,
• 2:24
  well,
• 2:25
  they're
• 2:25
  not
• 2:25
  gonna
• 2:25
  go
• 2:25
  to
• 2:25
  the
• 2:25
  hospital
• 2:26
  unless
• 2:26
  the
• 2:27
  service
• 2:27
  is
• 2:28
  there
• 2:28
  for
• 2:28
  them.
• 2:28
  And
• 2:28
  so
• 2:29
  it's
• 2:29
  a
• 2:29
  whole
• 2:29
  different
• 2:29
  ballgame
• 2:30
  when
• 2:30
  you
• 2:30
  look
• 2:30
  at
• 2:30
  screening
• 2:31
  versus
• 2:31
  diagnostics.
• 2:32
  Excellent.
• 2:32
  And,
• 2:33
  and
• 2:33
  then
• 2:33
  just
• 2:33
  going
• 2:34
  down
• 2:34
  that
• 2:34
  route
• 2:35
  a
• 2:35
  bit
• 2:35
  further.
• 2:35
  Yeah.
• 2:35
  So
• 2:36
  how,
• 2:36
  obviously
• 2:37
  everything's
• 2:38
  going
• 2:38
  mobile
• 2:38
  now,
• 2:38
  but
• 2:39
  how
• 2:39
  is
• 2:39
  your
• 2:40
  mobile,
• 2:41
  experience.
• 2:42
  Yeah.
• 2:42
  And
• 2:43
  what
• 2:43
  you've
• 2:43
  seen
• 2:43
  as,
• 2:44
  just
• 2:44
  as
• 2:44
  mobile
• 2:45
  improved.
• 2:45
  Yeah.
• 2:46
  How
• 2:46
  has
• 2:46
  that
• 2:47
  positively
• 2:47
  impacted
• 2:48
  patient
• 2:48
  outcomes?
• 2:49
  Because
• 2:49
  you,
• 2:49
  you
• 2:49
  started
• 2:49
  to
• 2:49
  talk
• 2:50
  about
• 2:50
  that
• 2:50
  there,
• 2:50
  about,
• 2:51
  I'm,
• 2:51
  well
• 2:51
  actually,
• 2:52
  so
• 2:52
  I
• 2:52
  just
• 2:52
  need
• 2:52
  to
• 2:52
  be
• 2:52
  screened.
• 2:53
  So
• 2:53
  how
• 2:53
  do
• 2:53
  you
• 2:53
  think
• 2:54
  that's
• 2:54
  impacted
• 2:54
  as
• 2:54
  opposed
• 2:55
  to
• 2:55
  if
• 2:55
  you
• 2:55
  had
• 2:55
  to
• 2:55
  go
• 2:55
  to
• 2:55
  the
• 2:55
  hospital
• 2:56
  for
• 2:56
  that
• 2:56
  screening?
• 2:56
  Yeah,
• 2:57
  so,
• 2:57
  we
• 2:57
  took
• 2:57
  the
• 2:58
  approach
• 2:58
  of
• 2:58
  everything
• 2:59
  should
• 2:59
  be
• 2:59
  completely
• 3:00
  patient
• 3:00
  centric,
• 3:01
  which
• 3:01
  is
• 3:01
  just
• 3:01
  a
• 3:02
  bigger
• 3:02
  healthcare
• 3:02
  and,
• 3:02
  healthcare
• 3:03
  problem
• 3:03
  in
• 3:03
  general.
• 3:04
  But
• 3:04
  especially
• 3:05
  when
• 3:05
  it
• 3:05
  comes
• 3:05
  down
• 3:05
  to
• 3:05
  screening.
• 3:06
  And
• 3:06
  with
• 3:06
  the
• 3:07
  mobile,
• 3:07
  being
• 3:08
  there,
• 3:08
  we
• 3:08
  see,
• 3:09
  participation
• 3:10
  compliance
• 3:10
  rates
• 3:11
  increase
• 3:11
  drastically,
• 3:13
  because,
• 3:13
  simply
• 3:14
  you're
• 3:14
  there
• 3:14
  at
• 3:14
  their
• 3:14
  work.
• 3:15
  And
• 3:15
  I
• 3:15
  can't
• 3:15
  tell
• 3:15
  you
• 3:15
  the
• 3:15
  number
• 3:16
  of
• 3:16
  times
• 3:16
  when
• 3:16
  patients
• 3:17
  say,
• 3:17
  I
• 3:17
  only
• 3:17
  got
• 3:18
  on
• 3:18
  because
• 3:18
  you
• 3:18
  were
• 3:18
  there
• 3:19
  and
• 3:19
  you
• 3:19
  found
• 3:19
  my
• 3:19
  cancer.
• 3:20
  And
• 3:20
  that's
• 3:20
  really
• 3:21
  just,
• 3:21
  the
• 3:21
  heart
• 3:21
  of
• 3:21
  the
• 3:22
  issue
• 3:22
  here
• 3:22
  is
• 3:23
  being
• 3:23
  able
• 3:23
  to
• 3:23
  make
• 3:23
  it
• 3:23
  convenient
• 3:24
  for
• 3:24
  'em.
• 3:24
  Yeah,
• 3:25
  so
• 3:25
  just
• 3:26
  following
• 3:26
  on
• 3:26
  from
• 3:26
  that.
• 3:27
  Yeah.
• 3:27
  Because
• 3:28
  obviously
• 3:28
  I
• 3:28
  think
• 3:29
  everybody
• 3:29
  intellectually
• 3:30
  understands
• 3:30
  convenience.
• 3:31
  But
• 3:32
  often
• 3:32
  in
• 3:32
  healthcare
• 3:33
  then
• 3:33
  it's
• 3:33
  not
• 3:33
  that
• 3:33
  convenient
• 3:34
  when
• 3:34
  you
• 3:34
  go
• 3:34
  into
• 3:34
  the
• 3:35
  hospital.
• 3:35
  Right.
• 3:35
  And
• 3:35
  certainly
• 3:35
  in
• 3:35
  the
• 3:35
  UK
• 3:36
  you've
• 3:36
  got
• 3:36
  long
• 3:36
  waiting
• 3:37
  lists
• 3:37
  and
• 3:37
  you've
• 3:37
  got
• 3:37
  lots
• 3:38
  of
• 3:38
  hoops
• 3:38
  you
• 3:38
  need
• 3:39
  to
• 3:39
  jump
• 3:39
  through.
• 3:40
  So
• 3:40
  why
• 3:41
  would
• 3:41
  you
• 3:41
  say,
• 3:42
  in
• 3:42
  your
• 3:42
  experience,
• 3:43
  do
• 3:43
  you
• 3:43
  think
• 3:43
  that
• 3:43
  that
• 3:43
  convenience
• 3:44
  Yeah.
• 3:45
  Is
• 3:45
  often
• 3:45
  undervalued,
• 3:46
  especially
• 3:47
  in
• 3:47
  preventative
• 3:47
  healthcare.
• 3:48
  I
• 3:48
  was
• 3:48
  thinking
• 3:49
  about
• 3:49
  this
• 3:49
  recently
• 3:50
  and
• 3:50
  I
• 3:50
  realized
• 3:51
  that
• 3:51
  it's,
• 3:51
  okay.
• 3:52
  So
• 3:52
  take
• 3:52
  for
• 3:52
  example,
• 3:53
  CT
• 3:54
  screening
• 3:54
  of
• 3:54
  the
• 3:54
  chest.
• 3:55
  Originally,
• 3:55
  the
• 3:55
  CAT
• 3:56
  scans
• 3:56
  were
• 3:56
  made
• 3:56
  for
• 3:57
  diagnosis.
• 3:57
  What's
• 3:58
  going
• 3:58
  on
• 3:58
  in
• 3:58
  the
• 3:58
  chest?
• 3:59
  Is
• 3:59
  there
• 3:59
  ammonia?
• 4:00
  Is
• 4:00
  there
• 4:00
  a
• 4:00
  mass?
• 4:01
  Right?
• 4:01
  And
• 4:01
  those
• 4:02
  CT
• 4:02
  chest
• 4:02
  scanners
• 4:03
  are
• 4:03
  in
• 4:03
  the
• 4:03
  hospital.
• 4:04
  They're
• 4:04
  under
• 4:04
  diagnostic
• 4:05
  protocols.
• 4:06
  They
• 4:06
  have
• 4:06
  all
• 4:06
  of
• 4:06
  these
• 4:06
  things
• 4:07
  and
• 4:07
  everything
• 4:07
  is
• 4:07
  being
• 4:07
  thought
• 4:08
  through
• 4:08
  the
• 4:08
  diagnostic
• 4:09
  mind
• 4:10
  of
• 4:10
  somebody
• 4:10
  that's
• 4:10
  ill.
• 4:11
  And
• 4:11
  an
• 4:11
  acute
• 4:11
  diagnosis.
• 4:12
  And
• 4:13
  then
• 4:13
  we
• 4:13
  later
• 4:14
  learned,
• 4:14
  okay,
• 4:14
  well
• 4:15
  actually
• 4:15
  this
• 4:15
  can
• 4:16
  be
• 4:16
  used
• 4:16
  for
• 4:16
  screening
• 4:17
  because
• 4:17
  we
• 4:17
  can
• 4:17
  catch
• 4:18
  lung
• 4:18
  nodules,
• 4:18
  which
• 4:19
  are
• 4:19
  early.
• 4:19
  So
• 4:20
  we
• 4:20
  have
• 4:20
  this
• 4:20
  secondary
• 4:21
  use
• 4:21
  from
• 4:21
  this
• 4:22
  tool,
• 4:22
  this
• 4:22
  machine.
• 4:23
  and
• 4:23
  since
• 4:24
  they're
• 4:24
  in
• 4:24
  the
• 4:24
  hospitals,
• 4:25
  all
• 4:25
  of
• 4:25
  a
• 4:25
  sudden
• 4:25
  the
• 4:25
  hospital
• 4:26
  adopts
• 4:26
  these
• 4:26
  screening
• 4:27
  protocols,
• 4:28
  which
• 4:28
  they're
• 4:28
  not
• 4:28
  built
• 4:28
  for
• 4:29
  in
• 4:29
  a
• 4:29
  very
• 4:30
  inconvenient
• 4:31
  system,
• 4:31
  away
• 4:32
  from
• 4:32
  where
• 4:32
  the
• 4:32
  patients
• 4:33
  are
• 4:33
  and
• 4:33
  that
• 4:33
  kind
• 4:33
  of
• 4:33
  thing.
• 4:33
  And
• 4:34
  I
• 4:34
  think
• 4:34
  that
• 4:34
  just
• 4:34
  traditional
• 4:35
  legacy
• 4:36
  mindset
• 4:36
  takes
• 4:37
  over
• 4:37
  and
• 4:38
  screening
• 4:38
  is
• 4:38
  completely,
• 4:39
  the
• 4:39
  convenience
• 4:40
  of
• 4:40
  screening
• 4:40
  is
• 4:41
  completely
• 4:41
  undervalued.
• 4:42
  Just
• 4:42
  be,
• 4:42
  the
• 4:42
  paradigm,
• 4:43
  the
• 4:43
  way
• 4:43
  everybody
• 4:44
  looks
• 4:44
  at
• 4:44
  it,
• 4:44
  and,
• 4:44
  the
• 4:45
  way
• 4:45
  it's
• 4:45
  just
• 4:45
  traditionally
• 4:46
  been
• 4:46
  done
• 4:46
  and
• 4:46
  it
• 4:46
  takes
• 4:47
  somebody
• 4:47
  to
• 4:47
  kind
• 4:47
  of
• 4:47
  just
• 4:47
  step
• 4:48
  out
• 4:48
  for
• 4:48
  a
• 4:48
  second
• 4:49
  and
• 4:49
  say,
• 4:49
  wait
• 4:49
  a
• 4:49
  minute,
• 4:49
  this
• 4:50
  makes
• 4:50
  no
• 4:50
  sense
• 4:50
  at
• 4:50
  all.
• 4:51
  And
• 4:51
  I
• 4:51
  think
• 4:51
  that's
• 4:51
  probably
• 4:52
  the
• 4:52
  biggest
• 4:52
  reason.
• 4:53
  Okay.
• 4:53
  Yeah.
• 4:53
  And
• 4:53
  I,
• 4:53
  It's
• 4:54
  that,
• 4:54
  that
• 4:54
  inertia,
• 4:55
  isn't
• 4:55
  it?
• 4:55
  The
• 4:55
  challenge
• 4:55
  of
• 4:56
  inertia
• 4:56
  where
• 4:56
  people
• 4:56
  just
• 4:57
  think,
• 4:57
  well,
• 4:57
  I've
• 4:57
  always
• 4:57
  been
• 4:57
  like
• 4:58
  this.
• 4:59
  Why
• 4:59
  do
• 4:59
  I
• 4:59
  need
• 4:59
  to
• 4:59
  do
• 5:00
  something
• 5:00
  different?
• 5:00
  Which
• 5:01
  is
• 5:01
  just,
• 5:01
  in
• 5:02
  fact,
• 5:02
  I
• 5:02
  remember
• 5:02
  having
• 5:02
  this,
• 5:03
  I've
• 5:03
  had
• 5:03
  this
• 5:03
  conversation
• 5:03
  with
• 5:04
  lots
• 5:04
  of
• 5:04
  innovators
• 5:04
  before
• 5:05
  and
• 5:05
  I
• 5:05
  said,
• 5:05
  actually,
• 5:06
  sometimes
• 5:06
  it's
• 5:06
  actually
• 5:07
  better
• 5:07
  that
• 5:07
  you've
• 5:07
  got
• 5:07
  a
• 5:07
  competitor.
• 5:08
  cause
• 5:08
  people
• 5:09
  think,
• 5:09
  oh,
• 5:09
  I
• 5:09
  don't
• 5:09
  want
• 5:09
  a
• 5:09
  competitor.
• 5:10
  It's
• 5:10
  great,
• 5:10
  it's
• 5:10
  innovative.
• 5:11
  I
• 5:11
  said,
• 5:11
  no.
• 5:11
  I
• 5:11
  said,
• 5:11
  not
• 5:12
  having
• 5:12
  a
• 5:12
  competitor
• 5:12
  and
• 5:12
  try
• 5:13
  to
• 5:13
  shift.
• 5:13
  The
• 5:13
  mindset
• 5:14
  of
• 5:14
  what
• 5:14
  people
• 5:15
  have
• 5:15
  done
• 5:15
  for
• 5:15
  years
• 5:16
  is
• 5:16
  a
• 5:16
  lot
• 5:16
  harder
• 5:17
  than
• 5:17
  actually
• 5:17
  being
• 5:17
  able
• 5:17
  go
• 5:17
  and
• 5:18
  say,
• 5:18
  yeah,
• 5:18
  we're
• 5:18
  the
• 5:18
  same
• 5:19
  as
• 5:19
  them,
• 5:19
  but
• 5:19
  we've
• 5:19
  got
• 5:19
  these
• 5:20
  features,
• 5:20
  which
• 5:20
  are
• 5:20
  all
• 5:21
  you
• 5:21
  know
• 5:21
  and
• 5:21
  benefits,
• 5:22
  which
• 5:22
  are
• 5:22
  better.
• 5:22
  I
• 5:22
  think
• 5:22
  that's
• 5:22
  a
• 5:23
  lot
• 5:23
  easier
• 5:23
  than
• 5:23
  when
• 5:23
  you
• 5:23
  try
• 5:24
  to
• 5:24
  shift
• 5:24
  that
• 5:24
  inertia.
• 5:25
  A
• 5:25
  agreed.
• 5:25
  I
• 5:26
  say
• 5:26
  that
• 5:26
  all
• 5:26
  the
• 5:26
  time
• 5:27
  too,
• 5:27
  that
• 5:27
  it's
• 5:27
  good
• 5:28
  that
• 5:28
  we
• 5:28
  have
• 5:28
  competitors.
• 5:29
  And
• 5:29
  I
• 5:29
  say
• 5:29
  that,
• 5:30
  even
• 5:30
  though
• 5:30
  I
• 5:30
  don't
• 5:30
  think
• 5:30
  they're
• 5:31
  as
• 5:31
  good,
• 5:31
  actually,
• 5:31
  I
• 5:31
  know
• 5:31
  they're
• 5:32
  not
• 5:32
  as
• 5:32
  good,
• 5:32
  but
• 5:33
  with
• 5:33
  some
• 5:33
  of
• 5:33
  our
• 5:33
  competitors.
• 5:34
  But,
• 5:34
  it's
• 5:34
  good
• 5:34
  for
• 5:35
  the
• 5:35
  business,
• 5:35
  people
• 5:35
  see
• 5:35
  it,
• 5:36
  exposure,
• 5:36
  they
• 5:36
  start
• 5:36
  to
• 5:36
  think
• 5:37
  differently.
• 5:37
  And,
• 5:38
  it
• 5:38
  really
• 5:38
  does
• 5:38
  disrupt
• 5:39
  this
• 5:39
  whole
• 5:39
  inertia.
• 5:40
  And
• 5:40
  especially
• 5:41
  now
• 5:41
  with
• 5:41
  some
• 5:41
  of
• 5:41
  these,
• 5:42
  academic
• 5:42
  centers,
• 5:43
  MD
• 5:43
  Anderson,
• 5:44
  and
• 5:44
  all
• 5:44
  these
• 5:44
  others
• 5:44
  adopting
• 5:45
  mobile
• 5:45
  mammography.
• 5:46
  It's
• 5:46
  good
• 5:46
  for
• 5:46
  us.
• 5:46
  And
• 5:46
  have
• 5:46
  you
• 5:47
  got
• 5:47
  any
• 5:47
  advice
• 5:47
  for
• 5:47
  the
• 5:48
  listeners?
• 5:48
  Who
• 5:48
  are
• 5:49
  listening
• 5:49
  to
• 5:49
  this
• 5:49
  or
• 5:50
  even,
• 5:50
  or
• 5:50
  watching
• 5:50
  it,
• 5:51
  who
• 5:51
  are
• 5:51
  in
• 5:51
  a
• 5:51
  situation
• 5:52
  where
• 5:52
  they've
• 5:52
  got
• 5:52
  an
• 5:53
  innovation.
• 5:53
  There
• 5:53
  is
• 5:54
  the
• 5:54
  inertia.
• 5:54
  How,
• 5:55
  in
• 5:55
  your
• 5:55
  experience.
• 5:56
  Is
• 5:56
  the
• 5:56
  best
• 5:57
  way
• 5:57
  to
• 5:57
  overcome
• 5:57
  that
• 5:58
  inertia
• 5:58
  and
• 5:58
  get
• 5:58
  people
• 5:59
  actually
• 5:59
  to
• 5:59
  move
• 5:59
  from
• 6:00
  a
• 6:00
  steady
• 6:00
  state
• 6:01
  to
• 6:01
  actually
• 6:01
  using
• 6:02
  an
• 6:02
  innovation?
• 6:02
  That's
• 6:02
  a
• 6:02
  good
• 6:03
  question,
• 6:03
  and
• 6:03
  that,
• 6:04
  that
• 6:04
  is
• 6:04
  very
• 6:04
  difficult.
• 6:05
  Persistence,
• 6:06
  persistence,
• 6:06
  persistence.
• 6:07
  Time,
• 6:08
  time.
• 6:08
  Be
• 6:08
  patient.
• 6:09
  Don't
• 6:09
  give
• 6:09
  up.
• 6:10
  Find
• 6:10
  value
• 6:11
  anywhere
• 6:11
  you
• 6:11
  can.
• 6:12
  Take
• 6:12
  little
• 6:12
  Jo,
• 6:13
  everything
• 6:13
  that
• 6:13
  you
• 6:14
  can
• 6:14
  do,
• 6:14
  just
• 6:14
  keep
• 6:14
  doing
• 6:15
  it
• 6:15
  and
• 6:15
  eventually
• 6:16
  it
• 6:16
  will
• 6:16
  change,
• 6:16
  but
• 6:16
  it
• 6:16
  does
• 6:17
  take
• 6:17
  time
• 6:17
  and
• 6:18
  there's
• 6:18
  no
• 6:18
  way
• 6:18
  around
• 6:19
  that
• 6:19
  one,
• 6:19
  I
• 6:19
  don't
• 6:19
  think.
• 6:20
  No,
• 6:20
  no
• 6:20
  that,
• 6:20
  yeah,
• 6:21
  I
• 6:21
  think
• 6:21
  you're
• 6:21
  right.
• 6:21
  It
• 6:22
  is
• 6:22
  just
• 6:22
  that
• 6:22
  persistent.
• 6:23
  And
• 6:23
  in
• 6:23
  terms
• 6:23
  of
• 6:24
  your
• 6:24
  own
• 6:24
  product,
• 6:24
  mamo
• 6:25
  Link,
• 6:25
  is
• 6:25
  there
• 6:26
  anything
• 6:26
  that
• 6:26
  you
• 6:26
  think
• 6:26
  you've
• 6:27
  done?
• 6:27
  And
• 6:27
  I
• 6:27
  know
• 6:28
  you've
• 6:28
  obviously
• 6:28
  got
• 6:28
  some
• 6:29
  competitors,
• 6:29
  but
• 6:29
  is
• 6:29
  there
• 6:29
  anything
• 6:30
  you
• 6:30
  think
• 6:30
  you've
• 6:30
  done
• 6:30
  that's
• 6:30
  actually
• 6:31
  accelerated,
• 6:32
  your
• 6:32
  adoption
• 6:33
  and
• 6:33
  your
• 6:33
  entrance
• 6:34
  into
• 6:34
  the
• 6:34
  market?
• 6:34
  Yeah,
• 6:35
  I
• 6:35
  mean,,
• 6:35
  I.,
• 6:36
  Value,
• 6:36
  we're
• 6:36
  providing
• 6:37
  value.
• 6:37
  Even
• 6:37
  to,
• 6:38
  our
• 6:38
  so-called
• 6:38
  competitors,
• 6:39
  these
• 6:39
  fixed
• 6:40
  sites
• 6:40
  and
• 6:40
  things
• 6:40
  like
• 6:40
  that,
• 6:41
  working
• 6:41
  with
• 6:41
  partnerships,
• 6:42
  we've
• 6:42
  basically.
• 6:43
  One
• 6:43
  of
• 6:43
  our,
• 6:43
  one
• 6:44
  of
• 6:44
  our,
• 6:44
  initiatives
• 6:45
  is
• 6:45
  kind
• 6:45
  of,
• 6:45
  I
• 6:45
  call
• 6:45
  it,
• 6:46
  weave
• 6:46
  ourselves
• 6:46
  into
• 6:47
  the
• 6:47
  fabric
• 6:47
  of
• 6:47
  the
• 6:47
  medical
• 6:48
  community,
• 6:49
  with
• 6:49
  all
• 6:49
  of
• 6:49
  these
• 6:49
  partnerships.
• 6:50
  And
• 6:50
  that's
• 6:50
  basically
• 6:51
  what
• 6:51
  we've
• 6:51
  done
• 6:51
  the
• 6:51
  whole
• 6:52
  way.
• 6:52
  And
• 6:52
  I
• 6:52
  really
• 6:52
  think
• 6:53
  that
• 6:53
  has,
• 6:53
  first
• 6:54
  of
• 6:54
  all,
• 6:54
  it's
• 6:54
  given
• 6:54
  us
• 6:54
  legitimacy
• 6:55
  when
• 6:55
  you
• 6:55
  partner
• 6:56
  with
• 6:56
  people
• 6:56
  like
• 6:56
  Moffitt
• 6:57
  and
• 6:57
  Tampa
• 6:57
  General
• 6:58
  and
• 6:58
  stuff.
• 6:58
  And,
• 6:59
  so
• 6:59
  we
• 6:59
  found
• 6:59
  that
• 6:59
  the
• 6:59
  value
• 7:00
  that
• 7:00
  they
• 7:00
  needed
• 7:01
  was,
• 7:01
  they
• 7:01
  wanted,
• 7:01
  these
• 7:02
  rural
• 7:02
  populations
• 7:03
  screened,
• 7:04
  but
• 7:04
  they
• 7:04
  still
• 7:04
  wanted
• 7:04
  them
• 7:05
  in
• 7:05
  their
• 7:05
  system.
• 7:05
  And
• 7:05
  so
• 7:06
  we,
• 7:06
  we
• 7:06
  made
• 7:06
  an
• 7:07
  agreement,
• 7:07
  fine,
• 7:07
  we
• 7:08
  won't,
• 7:08
  that
• 7:08
  they're
• 7:08
  your
• 7:08
  patients,
• 7:09
  we'll
• 7:09
  kind
• 7:09
  of,
• 7:09
  funnel
• 7:10
  them
• 7:10
  your
• 7:10
  way
• 7:10
  and
• 7:10
  everything,
• 7:11
  but
• 7:11
  just
• 7:11
  provide
• 7:12
  this
• 7:12
  little
• 7:12
  area
• 7:12
  of
• 7:13
  service
• 7:13
  for
• 7:13
  you.
• 7:14
  And
• 7:14
  so
• 7:14
  the
• 7:14
  partnership
• 7:14
  is
• 7:14
  there
• 7:15
  out
• 7:15
  of
• 7:15
  respect.
• 7:15
  And
• 7:16
  I
• 7:16
  think
• 7:16
  that's
• 7:16
  really
• 7:16
  helped
• 7:17
  with
• 7:17
  adoption.
• 7:17
  There's
• 7:18
  lots
• 7:18
  of
• 7:18
  things
• 7:18
  that
• 7:18
  we
• 7:18
  didn't
• 7:19
  know,
• 7:19
  that,
• 7:19
  that.
• 7:20
  When
• 7:20
  I
• 7:20
  started
• 7:20
  this,
• 7:20
  I
• 7:20
  thought,
• 7:21
  oh,
• 7:21
  we're
• 7:21
  gonna,
• 7:21
  we're
• 7:21
  gonna
• 7:21
  make
• 7:22
  this
• 7:22
  just
• 7:22
  patient-centric.
• 7:23
  We're
• 7:23
  gonna
• 7:23
  do
• 7:23
  everything
• 7:24
  for
• 7:24
  the
• 7:24
  patients.
• 7:25
  And
• 7:25
  then
• 7:25
  as
• 7:25
  it's
• 7:26
  evolved,
• 7:26
  we've
• 7:27
  realized,
• 7:27
  okay,
• 7:27
  well
• 7:28
  the
• 7:28
  partners
• 7:28
  control
• 7:29
  the
• 7:29
  patients.
• 7:29
  They're
• 7:30
  the
• 7:30
  access.
• 7:30
  So
• 7:30
  now
• 7:31
  we
• 7:31
  have
• 7:31
  to
• 7:31
  figure
• 7:31
  out
• 7:31
  this
• 7:32
  other
• 7:32
  big
• 7:32
  black
• 7:33
  box,
• 7:33
  which
• 7:33
  is,
• 7:33
  what
• 7:33
  are
• 7:33
  the
• 7:34
  partners
• 7:34
  thinking,
• 7:35
  right?
• 7:35
  The
• 7:35
  corporations,
• 7:36
  the
• 7:36
  healthcare
• 7:37
  agencies
• 7:37
  and
• 7:37
  stuff
• 7:38
  that
• 7:38
  control
• 7:38
  us,
• 7:39
  being
• 7:39
  able
• 7:39
  to
• 7:39
  put
• 7:39
  our
• 7:39
  bus
• 7:39
  there
• 7:40
  and
• 7:40
  screen
• 7:40
  them.
• 7:40
  And
• 7:40
  so
• 7:41
  we've
• 7:41
  had
• 7:41
  to
• 7:41
  adopt,
• 7:42
  some
• 7:42
  of
• 7:42
  the,
• 7:43
  new
• 7:43
  approaches
• 7:44
  and
• 7:44
  things
• 7:44
  like
• 7:44
  that.
• 7:45
  And,
• 7:45
  it's
• 7:45
  been
• 7:45
  a
• 7:46
  process,
• 7:46
  but
• 7:46
  yeah,
• 7:47
  that's
• 7:47
  basically
• 7:47
  what
• 7:47
  we've
• 7:48
  been
• 7:48
  doing.
• 7:48
  Well,
• 7:48
  no,
• 7:48
  and
• 7:49
  I
• 7:49
  appreciate
• 7:49
  that.
• 7:49
  And
• 7:49
  it's
• 7:50
  always
• 7:51
  difficult
• 7:51
  to
• 7:51
  bring
• 7:51
  new,
• 7:52
  products,
• 7:53
  and
• 7:53
  certainly
• 7:54
  mobile
• 7:54
  apps
• 7:54
  into.
• 7:55
  And
• 7:56
  screening
• 7:56
  into
• 7:57
  the
• 7:57
  marketplace.
• 7:58
  So,
• 7:58
  yeah.
• 7:58
  In
• 7:59
  terms
• 7:59
  of
• 8:01
  guaranteed
• 8:02
  you've
• 8:02
  had
• 8:02
  many
• 8:02
  challenges.
• 8:03
  What's
• 8:03
  the
• 8:03
  one
• 8:04
  challenge
• 8:04
  that
• 8:04
  you'd
• 8:04
  say
• 8:05
  you've
• 8:05
  had
• 8:06
  that
• 8:06
  actually
• 8:06
  has
• 8:07
  led
• 8:07
  to
• 8:07
  to,
• 8:08
  to
• 8:08
  a
• 8:08
  change
• 8:09
  or
• 8:09
  a
• 8:09
  pivoting
• 8:09
  strategy
• 8:10
  or
• 8:10
  helped
• 8:10
  shape
• 8:10
  your
• 8:11
  strategy
• 8:11
  when
• 8:11
  track
• 8:11
  get
• 8:12
  into
• 8:12
  new
• 8:12
  markets?,
• 8:12
  I
• 8:12
  would
• 8:13
  say
• 8:13
  that,
• 8:13
  specifically
• 8:14
  that
• 8:14
  we
• 8:15
  realized,
• 8:15
  that
• 8:16
  there
• 8:16
  were
• 8:16
  some
• 8:16
  forces,
• 8:17
  behind
• 8:17
  the
• 8:17
  scenes
• 8:18
  that
• 8:18
  were
• 8:18
  shaping
• 8:19
  us.
• 8:19
  And
• 8:19
  when
• 8:19
  we
• 8:20
  recognized
• 8:20
  that
• 8:20
  we
• 8:21
  were
• 8:21
  able
• 8:21
  to
• 8:21
  be
• 8:21
  more
• 8:21
  successful,
• 8:22
  for
• 8:22
  example,
• 8:23
  it
• 8:23
  became
• 8:24
  clear
• 8:24
  early
• 8:24
  on.
• 8:25
  Everybody
• 8:25
  was
• 8:25
  interested
• 8:26
  in
• 8:26
  care
• 8:26
  gaps
• 8:27
  and
• 8:27
  so
• 8:27
  we
• 8:27
  said,
• 8:27
  we'll
• 8:28
  find
• 8:28
  a
• 8:28
  niche
• 8:28
  there
• 8:28
  and
• 8:28
  we'll
• 8:29
  start,
• 8:29
  helping
• 8:29
  you
• 8:29
  with
• 8:30
  closing
• 8:30
  these
• 8:30
  care
• 8:31
  gaps
• 8:31
  and
• 8:31
  basically
• 8:32
  patients
• 8:32
  that
• 8:32
  were
• 8:32
  non-compliant.
• 8:33
  And
• 8:33
  then
• 8:33
  we
• 8:33
  realized,
• 8:34
  okay,
• 8:34
  this
• 8:34
  is
• 8:35
  coming
• 8:35
  from
• 8:35
  HE
• 8:35
  DDIs
• 8:36
  measures,
• 8:36
  which
• 8:36
  are
• 8:36
  from
• 8:37
  the
• 8:37
  government
• 8:37
  where
• 8:37
  they've,
• 8:38
  set
• 8:38
  initiatives
• 8:39
  where
• 8:39
  the
• 8:39
  insurance
• 8:40
  companies
• 8:40
  will
• 8:40
  get,
• 8:40
  money
• 8:41
  based
• 8:41
  on
• 8:41
  how
• 8:41
  they
• 8:41
  perform
• 8:42
  and
• 8:42
  how
• 8:42
  much
• 8:42
  of
• 8:43
  their
• 8:43
  population
• 8:43
  is
• 8:43
  screened
• 8:44
  and
• 8:44
  compliant,
• 8:45
  as
• 8:45
  one
• 8:45
  part
• 8:45
  of
• 8:45
  the
• 8:45
  measure.
• 8:46
  And
• 8:46
  so
• 8:46
  there's
• 8:46
  this
• 8:47
  huge
• 8:47
  force,
• 8:48
  that,
• 8:48
  is
• 8:48
  propelling
• 8:49
  us
• 8:49
  forward
• 8:49
  with
• 8:50
  that.
• 8:50
  So
• 8:50
  we're
• 8:50
  able
• 8:50
  to
• 8:51
  do
• 8:51
  that
• 8:51
  because,
• 8:51
  they're
• 8:52
  captive
• 8:52
  prisoners.
• 8:53
  When
• 8:53
  the
• 8:53
  patients
• 8:53
  come
• 8:53
  on
• 8:53
  site
• 8:54
  for
• 8:54
  the
• 8:54
  medical
• 8:54
  appointment,
• 8:54
  they're
• 8:54
  like,
• 8:54
  don't
• 8:55
  leave
• 8:55
  today
• 8:55
  without
• 8:55
  getting
• 8:56
  on
• 8:56
  the
• 8:56
  bus.
• 8:56
  So
• 8:57
  they
• 8:57
  get
• 8:57
  their
• 8:57
  screening
• 8:57
  mammogram.
• 8:58
  So
• 8:58
  that
• 8:58
  was
• 8:58
  a
• 8:58
  real
• 8:58
  big
• 8:59
  niche
• 8:59
  that
• 8:59
  we
• 8:59
  kind
• 9:00
  of
• 9:00
  discovered
• 9:00
  that.
• 9:00
  Wasn't
• 9:01
  initially
• 9:01
  part
• 9:02
  of
• 9:02
  our
• 9:02
  business
• 9:02
  plan
• 9:02
  at
• 9:03
  all.
• 9:03
  And
• 9:03
  so
• 9:03
  we
• 9:03
  kind
• 9:03
  of
• 9:04
  pivoted,
• 9:04
  to
• 9:04
  focus
• 9:05
  on
• 9:05
  that.
• 9:05
  Another
• 9:06
  one
• 9:06
  that
• 9:06
  we
• 9:06
  have
• 9:06
  found
• 9:07
  too
• 9:07
  is
• 9:07
  that
• 9:08
  corporations
• 9:09
  are
• 9:09
  really
• 9:10
  looking
• 9:10
  for
• 9:10
  a
• 9:10
  way
• 9:11
  to
• 9:11
  boost
• 9:12
  their,
• 9:12
  incentive
• 9:13
  and,
• 9:13
  wellness
• 9:14
  packages
• 9:15
  and
• 9:15
  benefit
• 9:15
  packages
• 9:16
  to
• 9:16
  patients.
• 9:17
  They're
• 9:17
  putting
• 9:18
  on
• 9:18
  a
• 9:18
  softer
• 9:18
  face.
• 9:19
  Actually,
• 9:20
  finding
• 9:20
  that
• 9:21
  by
• 9:21
  screening
• 9:21
  they
• 9:22
  can
• 9:22
  catch
• 9:22
  cancers
• 9:23
  earlier.
• 9:23
  It's
• 9:24
  good
• 9:24
  for
• 9:24
  the
• 9:24
  patients
• 9:25
  because
• 9:25
  now
• 9:25
  they're
• 9:25
  seen
• 9:26
  as
• 9:26
  caring
• 9:26
  for
• 9:26
  their
• 9:26
  employees.
• 9:27
  And
• 9:28
  so
• 9:28
  that,
• 9:28
  that's
• 9:28
  another
• 9:29
  one.
• 9:29
  And
• 9:29
  basically
• 9:30
  we've,
• 9:30
  rebuilt
• 9:30
  our
• 9:31
  strategy,
• 9:31
  on
• 9:31
  those
• 9:32
  things
• 9:32
  that
• 9:32
  we
• 9:32
  discovered,
• 9:33
  from
• 9:33
  the
• 9:33
  beginning
• 9:34
  as
• 9:34
  opposed
• 9:34
  to
• 9:34
  just
• 9:35
  being,
• 9:35
  we're
• 9:35
  gonna
• 9:35
  make
• 9:36
  this
• 9:36
  perfect
• 9:36
  for
• 9:36
  the
• 9:36
  patients.
• 9:37
  So
• 9:37
  it
• 9:37
  was
• 9:37
  a
• 9:37
  whole
• 9:37
  nother.
• 9:38
  Side
• 9:38
  of
• 9:38
  this
• 9:39
  that,
• 9:39
  that
• 9:39
  we
• 9:39
  didn't
• 9:39
  really
• 9:40
  think
• 9:40
  about
• 9:40
  when
• 9:41
  we
• 9:41
  started.
• 9:41
  So
• 9:41
  that's
• 9:42
  a
• 9:42
  really
• 9:42
  interesting,
• 9:43
  kind
• 9:43
  of
• 9:44
  pivot
• 9:44
  because
• 9:45
  those
• 9:45
  two
• 9:45
  areas
• 9:45
  where
• 9:46
  you're
• 9:46
  talking
• 9:46
  about,
• 9:46
  you're
• 9:46
  talking
• 9:46
  about
• 9:46
  the
• 9:46
  insurance,
• 9:47
  you're
• 9:47
  talking
• 9:47
  about
• 9:47
  the.
• 9:48
  The
• 9:48
  corporations,
• 9:49
  you're
• 9:49
  effectively
• 9:50
  saying
• 9:50
  they
• 9:50
  were
• 9:51
  not
• 9:51
  necessarily
• 9:52
  your
• 9:52
  purview
• 9:52
  in
• 9:52
  terms
• 9:53
  of
• 9:53
  decision
• 9:53
  making
• 9:54
  unit
• 9:54
  when
• 9:55
  you
• 9:55
  first
• 9:55
  started.
• 9:56
  And
• 9:56
  then
• 9:56
  obviously
• 9:56
  as
• 9:56
  you,
• 9:57
  move
• 9:57
  through,
• 9:57
  you
• 9:57
  then
• 9:57
  found
• 9:58
  out
• 9:58
  actually
• 9:58
  these
• 9:58
  are
• 9:58
  two
• 9:59
  areas
• 9:59
  where
• 9:59
  actually
• 10:00
  if
• 10:00
  we
• 10:00
  can
• 10:00
  push
• 10:00
  those
• 10:01
  pain
• 10:01
  points.
• 10:02
  We,
• 10:02
  I
• 10:02
  say
• 10:02
  we
• 10:02
  have
• 10:03
  two
• 10:03
  patients
• 10:03
  now.
• 10:04
  Yeah.
• 10:04
  The
• 10:04
  patient
• 10:05
  in
• 10:05
  the,
• 10:05
  and
• 10:05
  the
• 10:05
  second
• 10:06
  patient,
• 10:06
  which
• 10:06
  is
• 10:06
  the
• 10:06
  people
• 10:07
  that
• 10:07
  let
• 10:07
  us,
• 10:07
  get
• 10:07
  to
• 10:08
  the
• 10:08
  patients.
• 10:08
  And,
• 10:08
  it
• 10:08
  was
• 10:09
  just
• 10:09
  all
• 10:09
  designed
• 10:09
  first,
• 10:10
  be
• 10:10
  perfect
• 10:10
  for
• 10:10
  the
• 10:10
  patient,
• 10:11
  which
• 10:11
  is
• 10:11
  great.
• 10:11
  We
• 10:11
  still
• 10:12
  have
• 10:12
  to
• 10:12
  have
• 10:12
  that.
• 10:12
  But
• 10:12
  it's
• 10:13
  not
• 10:13
  enough.
• 10:13
  We
• 10:13
  actually
• 10:14
  had
• 10:14
  to,
• 10:14
  make
• 10:15
  this
• 10:15
  useful
• 10:15
  for
• 10:16
  the
• 10:16
  people
• 10:16
  that
• 10:16
  let
• 10:16
  us
• 10:16
  on
• 10:16
  site.
• 10:17
  And
• 10:17
  was
• 10:17
  that.
• 10:17
  That
• 10:18
  discovery,
• 10:18
  a
• 10:18
  systematic
• 10:19
  discovery,
• 10:20
  was
• 10:20
  it,
• 10:20
  a
• 10:20
  sort
• 10:20
  of
• 10:21
  like
• 10:21
  systematic
• 10:22
  slash
• 10:22
  ad
• 10:23
  hoc,
• 10:23
  or
• 10:23
  was
• 10:23
  it
• 10:23
  pure,
• 10:24
  it
• 10:24
  just
• 10:24
  landed
• 10:25
  them
• 10:25
  in
• 10:25
  your
• 10:25
  lap
• 10:25
  as
• 10:25
  you
• 10:25
  were
• 10:25
  going?
• 10:26
  It
• 10:26
  landed
• 10:26
  in
• 10:26
  our
• 10:26
  lap.
• 10:27
  It
• 10:27
  landed
• 10:27
  in
• 10:27
  our
• 10:27
  lap.
• 10:28
  I
• 10:28
  wish
• 10:28
  I
• 10:28
  would've
• 10:28
  said,
• 10:29
  I
• 10:29
  mean,
• 10:29
  we
• 10:29
  knew
• 10:29
  about
• 10:30
  them,
• 10:30
  we
• 10:30
  knew
• 10:30
  the
• 10:30
  importance
• 10:31
  of
• 10:31
  it.
• 10:31
  We
• 10:31
  knew
• 10:32
  that
• 10:32
  there
• 10:32
  was
• 10:32
  probably
• 10:33
  something
• 10:33
  that,
• 10:33
  was
• 10:34
  there
• 10:34
  for
• 10:34
  us
• 10:34
  to
• 10:35
  help
• 10:35
  us,
• 10:35
  get
• 10:35
  access
• 10:36
  to
• 10:36
  it.
• 10:36
  But
• 10:36
  for
• 10:36
  the
• 10:37
  most
• 10:37
  part,
• 10:37
  the
• 10:37
  degree
• 10:38
  to
• 10:38
  which
• 10:38
  we
• 10:38
  learned
• 10:38
  about
• 10:39
  it,
• 10:39
  it
• 10:39
  was
• 10:39
  just
• 10:40
  accidental
• 10:40
  over
• 10:40
  time.
• 10:41
  So
• 10:41
  I
• 10:41
  suppose
• 10:42
  the
• 10:42
  follow
• 10:42
  up
• 10:42
  question
• 10:42
  to
• 10:43
  that
• 10:43
  is,
• 10:43
  if
• 10:43
  you
• 10:44
  were
• 10:44
  to
• 10:44
  do
• 10:44
  it
• 10:44
  again,
• 10:44
  and
• 10:45
  then
• 10:45
  this
• 10:45
  would
• 10:45
  be
• 10:45
  hopefully
• 10:45
  beneficial
• 10:46
  to
• 10:46
  people
• 10:46
  listening,
• 10:47
  is
• 10:47
  there
• 10:47
  anything
• 10:48
  you
• 10:48
  think
• 10:48
  you
• 10:48
  could
• 10:49
  do
• 10:49
  to
• 10:49
  accelerate
• 10:50
  that
• 10:50
  to
• 10:51
  a,
• 10:51
  to
• 10:51
  make
• 10:51
  it
• 10:51
  more,
• 10:52
  purposeful
• 10:52
  as
• 10:53
  opposed
• 10:53
  to
• 10:53
  it
• 10:53
  landing
• 10:53
  in
• 10:53
  your
• 10:53
  lap,
• 10:54
  yeah,
• 10:54
  there
• 10:54
  probably
• 10:55
  is.
• 10:56
  I
• 10:56
  probably
• 10:56
  could
• 10:56
  have
• 10:56
  done
• 10:57
  some
• 10:57
  more
• 10:57
  research
• 10:58
  and
• 10:58
  maybe
• 10:58
  some,
• 10:59
  market
• 10:59
  research
• 11:00
  in
• 11:00
  terms
• 11:00
  of
• 11:00
  asking
• 11:01
  the
• 11:01
  groups
• 11:01
  what
• 11:01
  are
• 11:01
  they
• 11:01
  looking
• 11:02
  for
• 11:02
  and
• 11:02
  stuff
• 11:02
  like
• 11:03
  that,
• 11:03
  and
• 11:03
  been
• 11:03
  better
• 11:04
  prepared.
• 11:04
  I
• 11:04
  was
• 11:05
  just
• 11:05
  kind
• 11:05
  of.
• 11:05
  Let's
• 11:06
  just
• 11:06
  hit
• 11:06
  the
• 11:06
  ground
• 11:06
  running
• 11:07
  and,
• 11:07
  and
• 11:07
  see
• 11:08
  what
• 11:08
  happens.
• 11:08
  And,
• 11:09
  kind
• 11:09
  of,
• 11:09
  say
• 11:09
  a
• 11:09
  prayer.
• 11:10
  And,
• 11:10
  I
• 11:10
  knew
• 11:10
  there
• 11:11
  was,
• 11:11
  I
• 11:11
  knew
• 11:11
  there
• 11:11
  was
• 11:11
  a
• 11:11
  need
• 11:12
  for
• 11:12
  better
• 11:12
  care
• 11:13
  and
• 11:13
  I
• 11:13
  knew
• 11:13
  that
• 11:13
  patients
• 11:14
  were
• 11:14
  gonna
• 11:14
  love
• 11:14
  it.
• 11:14
  And
• 11:15
  so
• 11:15
  I
• 11:15
  knew
• 11:15
  there
• 11:15
  was
• 11:15
  at
• 11:16
  least
• 11:16
  enough
• 11:16
  there
• 11:17
  to
• 11:17
  get
• 11:17
  us
• 11:17
  started
• 11:17
  safely.
• 11:18
  And
• 11:18
  so
• 11:19
  I,
• 11:19
  I
• 11:19
  took
• 11:19
  the
• 11:19
  risk,
• 11:20
  but,
• 11:20
  in
• 11:20
  retrospect,
• 11:21
  yeah,
• 11:21
  I
• 11:21
  think,
• 11:22
  and
• 11:22
  that
• 11:22
  would've
• 11:22
  helped
• 11:22
  us,
• 11:23
  be,
• 11:24
  grow
• 11:24
  faster
• 11:24
  and
• 11:24
  more
• 11:24
  quickly
• 11:25
  in
• 11:25
  the
• 11:25
  beginning.
• 11:25
  No
• 11:25
  question.
• 11:26
  Okay,
• 11:26
  perfect.
• 11:27
  That's,
• 11:27
  and
• 11:27
  then
• 11:28
  one
• 11:28
  of
• 11:28
  the
• 11:28
  things
• 11:28
  we
• 11:28
  said
• 11:29
  at
• 11:29
  the
• 11:29
  outset
• 11:29
  was,
• 11:30
  I
• 11:30
  mean,
• 11:30
  we
• 11:30
  were
• 11:30
  talking
• 11:30
  off
• 11:31
  air
• 11:31
  about
• 11:31
  just
• 11:31
  regulatory
• 11:32
  and
• 11:32
  people
• 11:32
  understanding
• 11:33
  regulatory
• 11:33
  and
• 11:33
  not
• 11:34
  really
• 11:34
  having
• 11:34
  a
• 11:34
  clear
• 11:34
  idea
• 11:35
  when
• 11:35
  it
• 11:35
  comes
• 11:35
  to
• 11:35
  mobile
• 11:36
  Yeah.
• 11:36
  Healthcare
• 11:37
  and
• 11:37
  diagnostics.
• 11:38
  So
• 11:38
  can
• 11:38
  you
• 11:38
  just
• 11:38
  talk
• 11:38
  me,
• 11:39
  because
• 11:39
  I
• 11:39
  think
• 11:39
  most
• 11:40
  people
• 11:40
  who
• 11:40
  listen
• 11:40
  to
• 11:40
  this
• 11:40
  are
• 11:41
  very
• 11:41
  clear
• 11:41
  on
• 11:41
  what
• 11:42
  the
• 11:42
  regulatory
• 11:42
  challenges
• 11:43
  are
• 11:43
  when
• 11:43
  you've
• 11:43
  got
• 11:43
  a
• 11:43
  physical
• 11:43
  product.
• 11:44
  Yeah.
• 11:44
  What
• 11:44
  are
• 11:44
  the,
• 11:44
  what
• 11:44
  the
• 11:44
  barriers
• 11:45
  to
• 11:45
  adopting
• 11:46
  mobile
• 11:46
  healthcare
• 11:46
  from
• 11:47
  a
• 11:47
  regulatory
• 11:47
  perspective.
• 11:48
  If
• 11:48
  any,
• 11:48
  yeah,
• 11:49
  I
• 11:49
  mean,
• 11:49
  outside
• 11:49
  of
• 11:50
  insurance
• 11:50
  just
• 11:51
  being,
• 11:51
  a
• 11:51
  nasty
• 11:52
  beast
• 11:52
  to
• 11:52
  have
• 11:52
  to
• 11:52
  deal
• 11:53
  with.
• 11:53
  I
• 11:53
  would
• 11:53
  say,
• 11:54
  Yeah,
• 11:54
  there's
• 11:54
  so
• 11:55
  many,
• 11:55
  anti
• 11:56
  kickbacks,
• 11:56
  you
• 11:56
  have
• 11:57
  to
• 11:57
  be
• 11:57
  very
• 11:57
  careful,
• 11:57
  right?
• 11:57
  Because
• 11:58
  you're
• 11:58
  offering
• 11:58
  a
• 11:59
  service
• 11:59
  to
• 11:59
  healthcare
• 12:00
  groups
• 12:00
  or
• 12:00
  providing
• 12:01
  patients.
• 12:01
  So
• 12:01
  we
• 12:01
  don't
• 12:02
  exchange
• 12:02
  money,
• 12:02
  we
• 12:03
  just
• 12:03
  bill
• 12:03
  the
• 12:03
  insurance
• 12:03
  companies
• 12:04
  directly.
• 12:04
  One,
• 12:05
  a
• 12:05
  very
• 12:05
  important
• 12:05
  regulation,
• 12:06
  and
• 12:06
  I
• 12:06
  think
• 12:06
  that
• 12:07
  kind
• 12:07
  of,
• 12:07
  'cause
• 12:07
  the
• 12:07
  natural
• 12:08
  incentive
• 12:09
  is
• 12:09
  hey,
• 12:09
  we're
• 12:09
  gonna
• 12:09
  give
• 12:09
  you
• 12:10
  these
• 12:10
  patients
• 12:10
  and,
• 12:10
  to
• 12:10
  kind
• 12:11
  of
• 12:11
  buddy
• 12:11
  up.
• 12:11
  And
• 12:12
  you
• 12:12
  gotta
• 12:12
  be
• 12:12
  careful
• 12:13
  of
• 12:13
  that
• 12:13
  because
• 12:13
  it
• 12:13
  can
• 12:13
  be
• 12:14
  seen
• 12:14
  as
• 12:14
  a
• 12:14
  kickback.
• 12:14
  And
• 12:15
  for
• 12:15
  us,
• 12:15
  the
• 12:15
  way
• 12:15
  we
• 12:15
  solve
• 12:16
  that
• 12:16
  is
• 12:16
  we
• 12:16
  don't
• 12:16
  exchange
• 12:17
  any
• 12:17
  money.
• 12:17
  We
• 12:17
  just
• 12:17
  build
• 12:18
  the
• 12:18
  insurance
• 12:18
  companies
• 12:18
  directly.
• 12:19
  And
• 12:19
  I
• 12:19
  think
• 12:19
  that
• 12:20
  keeps
• 12:20
  us
• 12:20
  on
• 12:20
  the
• 12:20
  right
• 12:20
  side
• 12:21
  of
• 12:21
  everything.
• 12:21
  Another
• 12:21
  very
• 12:22
  important
• 12:22
  part
• 12:22
  of
• 12:22
  this
• 12:23
  is,
• 12:23
  there's
• 12:23
  some
• 12:23
  Medicare
• 12:23
  rules
• 12:24
  and
• 12:24
  laws
• 12:25
  with,
• 12:25
  prescribing
• 12:26
  and
• 12:26
  scripts
• 12:26
  and
• 12:26
  things
• 12:27
  that
• 12:27
  the
• 12:27
  insurance
• 12:27
  companies
• 12:28
  want,
• 12:28
  that
• 12:28
  we
• 12:29
  have
• 12:29
  had
• 12:29
  to
• 12:29
  completely
• 12:30
  just
• 12:31
  change
• 12:31
  our
• 12:31
  workflows.
• 12:32
  To
• 12:32
  make
• 12:33
  sure
• 12:33
  that
• 12:33
  we
• 12:33
  meet
• 12:33
  those
• 12:34
  properly,
• 12:34
  which
• 12:34
  involved
• 12:35
  even
• 12:35
  getting
• 12:35
  an
• 12:35
  attorney
• 12:36
  involved
• 12:36
  to,
• 12:36
  to
• 12:37
  devise
• 12:37
  kind
• 12:37
  of
• 12:38
  a
• 12:38
  nice
• 12:38
  legal
• 12:38
  structure
• 12:39
  so
• 12:39
  that
• 12:39
  we
• 12:39
  could
• 12:39
  provide
• 12:40
  these
• 12:40
  services.
• 12:40
  So
• 12:41
  really,
• 12:41
  I
• 12:41
  mean,
• 12:41
  it's,
• 12:42
  it's
• 12:42
  gone
• 12:42
  through
• 12:42
  every
• 12:42
  aspect
• 12:43
  of
• 12:44
  our
• 12:44
  business,
• 12:44
  from
• 12:45
  the
• 12:45
  ground
• 12:45
  up
• 12:45
  and
• 12:45
  I
• 12:45
  can
• 12:46
  talk
• 12:46
  more
• 12:46
  about
• 12:46
  the
• 12:46
  very
• 12:47
  specifics
• 12:47
  if
• 12:47
  you're
• 12:47
  interested.
• 12:48
  Oh
• 12:48
  yeah,
• 12:48
  definitely.
• 12:49
  I'm,
• 12:49
  yeah,
• 12:49
  I
• 12:49
  know
• 12:50
  bit
• 12:50
  my
• 12:50
  listeners
• 12:50
  will
• 12:50
  be
• 12:51
  as
• 12:51
  well.
• 12:51
  Yeah.
• 12:51
  So
• 12:52
  I
• 12:52
  mean,
• 12:52
  like
• 12:52
  in
• 12:52
  terms
• 12:53
  of,
• 12:53
  of
• 12:53
  prescribing,
• 12:54
  the
• 12:54
  insurance
• 12:54
  companies
• 12:55
  want
• 12:55
  a
• 12:55
  script
• 12:55
  for
• 12:56
  an
• 12:56
  ultrasound,
• 12:56
  but
• 12:56
  they
• 12:56
  don't
• 12:57
  care
• 12:57
  if
• 12:57
  you
• 12:58
  have
• 12:58
  one
• 12:58
  for
• 12:58
  a
• 12:58
  mammogram.
• 12:59
  'cause
• 12:59
  that's
• 12:59
  part
• 12:59
  of
• 12:59
  the
• 12:59
  MQSA
• 13:00
  federal
• 13:00
  law.
• 13:01
  So
• 13:01
  now
• 13:01
  we
• 13:01
  have
• 13:01
  these
• 13:01
  patients
• 13:02
  that
• 13:02
  are
• 13:02
  getting
• 13:02
  on
• 13:02
  the
• 13:03
  bus
• 13:03
  and
• 13:03
  we
• 13:03
  want
• 13:03
  to
• 13:03
  be
• 13:03
  able
• 13:04
  to
• 13:04
  provide
• 13:04
  them
• 13:04
  with
• 13:04
  the
• 13:04
  ultrasound
• 13:05
  for
• 13:05
  dense
• 13:05
  breast
• 13:06
  tissue,
• 13:06
  which
• 13:06
  is,
• 13:06
  becoming
• 13:07
  standard
• 13:07
  of
• 13:07
  care.
• 13:08
  But
• 13:08
  how
• 13:08
  do
• 13:08
  you
• 13:08
  get
• 13:08
  the
• 13:08
  script?
• 13:09
  Can
• 13:09
  you
• 13:09
  can't
• 13:09
  call
• 13:10
  the
• 13:10
  doctor's
• 13:10
  offices.
• 13:11
  We
• 13:11
  brought
• 13:11
  in
• 13:11
  a
• 13:11
  nurse
• 13:12
  practitioner
• 13:12
  and
• 13:13
  we
• 13:13
  had
• 13:13
  our
• 13:13
  own
• 13:13
  arrangements
• 13:14
  so
• 13:14
  that,
• 13:14
  that
• 13:14
  took
• 13:14
  some
• 13:14
  time
• 13:15
  to
• 13:15
  kind
• 13:15
  of
• 13:15
  figure
• 13:16
  out
• 13:16
  so
• 13:16
  that
• 13:16
  we
• 13:16
  could
• 13:16
  be
• 13:16
  able
• 13:17
  to
• 13:17
  provide
• 13:17
  the
• 13:17
  script
• 13:17
  and
• 13:18
  have
• 13:18
  this
• 13:18
  seamless
• 13:19
  kind
• 13:19
  of
• 13:19
  on
• 13:19
  the
• 13:19
  bus.
• 13:19
  That's
• 13:20
  one
• 13:20
  regulatory
• 13:20
  measure.
• 13:21
  Another
• 13:21
  one,
• 13:22
  it's
• 13:22
  really
• 13:22
  silly,
• 13:22
  a
• 13:23
  lot
• 13:23
  of
• 13:23
  times,
• 13:24
  these,
• 13:24
  outpatient
• 13:25
  and
• 13:25
  the
• 13:25
  tra,
• 13:25
  this
• 13:25
  goes
• 13:26
  back
• 13:26
  to
• 13:26
  what
• 13:26
  we
• 13:26
  were
• 13:26
  saying
• 13:27
  with
• 13:27
  the
• 13:27
  difficulties
• 13:27
  of
• 13:28
  the
• 13:28
  traditional
• 13:28
  medical
• 13:28
  system.
• 13:29
  If
• 13:29
  you
• 13:29
  do
• 13:29
  a
• 13:29
  screening
• 13:30
  mammogram
• 13:30
  and
• 13:30
  there's
• 13:30
  a
• 13:30
  problem.
• 13:31
  And
• 13:31
  you
• 13:31
  address
• 13:32
  it
• 13:32
  the
• 13:32
  same
• 13:32
  day.
• 13:32
  You
• 13:32
  only
• 13:33
  get
• 13:33
  the
• 13:33
  bill
• 13:33
  once.
• 13:34
  If
• 13:34
  you
• 13:34
  bring
• 13:34
  'em
• 13:34
  back,
• 13:34
  you
• 13:35
  get
• 13:35
  the
• 13:35
  bill
• 13:35
  twice.
• 13:36
  And
• 13:36
  so
• 13:36
  there's
• 13:36
  an
• 13:36
  incentive
• 13:37
  there
• 13:37
  for
• 13:37
  that.
• 13:37
  And,
• 13:38
  so
• 13:38
  how
• 13:38
  do
• 13:38
  you
• 13:38
  compete
• 13:39
  with
• 13:39
  these
• 13:39
  other
• 13:39
  centers,
• 13:40
  which
• 13:40
  are
• 13:40
  getting
• 13:40
  twice
• 13:41
  the
• 13:41
  reimbursement
• 13:41
  when
• 13:42
  you
• 13:42
  only
• 13:42
  get
• 13:42
  'em
• 13:42
  there
• 13:42
  for
• 13:43
  one
• 13:43
  day?
• 13:43
  And
• 13:43
  that's
• 13:44
  another,
• 13:44
  another
• 13:44
  thing
• 13:44
  that
• 13:45
  we've
• 13:45
  had
• 13:45
  to
• 13:45
  work
• 13:45
  around
• 13:45
  and
• 13:46
  try
• 13:46
  to
• 13:46
  find
• 13:46
  ways
• 13:46
  to,
• 13:47
  make
• 13:47
  sure
• 13:47
  that
• 13:47
  we
• 13:47
  maximize
• 13:48
  efficiency,
• 13:49
  things
• 13:49
  like
• 13:49
  that.
• 13:49
  So
• 13:49
  just
• 13:50
  on
• 13:50
  that
• 13:50
  one,
• 13:50
  how
• 13:50
  do
• 13:51
  you,
• 13:51
  because
• 13:51
  obviously
• 13:51
  there's.
• 13:52
  It's
• 13:52
  kind
• 13:52
  of
• 13:52
  like
• 13:52
  there's
• 13:52
  a
• 13:52
  pervert
• 13:53
  incentive
• 13:53
  to
• 13:53
  bring
• 13:53
  people
• 13:54
  back
• 13:54
  to
• 13:54
  life,
• 13:54
  even
• 13:55
  though
• 13:55
  it's
• 13:55
  better
• 13:55
  to
• 13:55
  have
• 13:56
  them
• 13:56
  on
• 13:56
  their
• 13:56
  want.
• 13:56
  Right.
• 13:57
  So
• 13:57
  how
• 13:57
  do
• 13:57
  you
• 13:57
  then,
• 13:58
  how
• 13:58
  do
• 13:58
  you,
• 13:58
  how
• 13:58
  you
• 13:59
  circumvented
• 13:59
  that?
• 14:00
  'cause
• 14:00
  obviously
• 14:00
  you're
• 14:00
  successful,
• 14:01
  so
• 14:01
  you
• 14:01
  must
• 14:01
  have
• 14:01
  circumvented
• 14:02
  it.
• 14:02
  Yeah,
• 14:03
  I
• 14:03
  mean
• 14:03
  we,
• 14:03
  so
• 14:04
  we've,
• 14:04
  we
• 14:04
  found
• 14:04
  the
• 14:05
  ways
• 14:05
  which
• 14:05
  are
• 14:06
  in
• 14:06
  the
• 14:06
  patient's
• 14:06
  best
• 14:07
  interest
• 14:07
  to
• 14:07
  maximize
• 14:08
  those.
• 14:08
  And
• 14:09
  then
• 14:09
  we
• 14:09
  have
• 14:09
  just
• 14:10
  foregone
• 14:10
  the
• 14:10
  profit
• 14:11
  for
• 14:11
  those
• 14:11
  things
• 14:12
  that
• 14:12
  make
• 14:12
  the
• 14:12
  life
• 14:12
  more
• 14:13
  difficult.
• 14:13
  And
• 14:13
  I
• 14:14
  think
• 14:14
  it's,
• 14:15
  yeah.
• 14:15
  Ultimately,
• 14:16
  although,
• 14:16
  you
• 14:16
  look
• 14:16
  at
• 14:17
  it
• 14:17
  from
• 14:17
  the
• 14:17
  revenue
• 14:17
  side
• 14:18
  of
• 14:18
  things,
• 14:18
  you're
• 14:18
  like,
• 14:18
  oh,
• 14:19
  this
• 14:19
  is,
• 14:19
  this
• 14:19
  sucks.
• 14:20
  But
• 14:20
  from
• 14:20
  the,
• 14:21
  from
• 14:21
  the
• 14:21
  patient
• 14:21
  care
• 14:22
  side,
• 14:22
  it
• 14:22
  really
• 14:23
  is
• 14:23
  great
• 14:24
  and
• 14:24
  the
• 14:24
  patients
• 14:24
  love
• 14:25
  it.
• 14:25
  So
• 14:25
  now
• 14:25
  we
• 14:25
  get
• 14:25
  volume.
• 14:26
  So
• 14:26
  it
• 14:26
  makes
• 14:26
  up
• 14:26
  for,
• 14:27
  yeah.
• 14:27
  The
• 14:28
  deficit
• 14:28
  there.
• 14:28
  Yeah.
• 14:29
  And
• 14:29
  I,
• 14:29
  I
• 14:29
  think
• 14:29
  that,
• 14:29
  I
• 14:29
  mean,
• 14:30
  everyone
• 14:30
  talks
• 14:30
  about
• 14:31
  patient
• 14:31
  centricity.
• 14:32
  Yeah.
• 14:32
  But
• 14:33
  often
• 14:33
  when
• 14:33
  you
• 14:33
  do
• 14:33
  any
• 14:34
  digging.
• 14:34
  Yes.
• 14:34
  Yeah,
• 14:35
  the
• 14:35
  talk,
• 14:35
  the
• 14:35
  pain,
• 14:36
  lip
• 14:36
  service
• 14:36
  to
• 14:36
  it.
• 14:36
  But
• 14:37
  really
• 14:37
  they're
• 14:37
  just
• 14:37
  doing
• 14:37
  what's
• 14:37
  best
• 14:38
  for
• 14:38
  them
• 14:38
  as
• 14:38
  an
• 14:38
  organization.
• 14:39
  Oh,
• 14:39
  you're
• 14:39
  preaching
• 14:40
  to
• 14:40
  the
• 14:40
  choir.
• 14:40
  I
• 14:40
  mean,
• 14:40
  that
• 14:41
  one
• 14:41
  is
• 14:41
  so
• 14:41
  true.
• 14:42
  You
• 14:42
  know
• 14:42
  what
• 14:42
  I,
• 14:42
  and
• 14:42
  I
• 14:43
  tell
• 14:43
  people
• 14:43
  this
• 14:43
  is
• 14:43
  my
• 14:44
  own
• 14:44
  saying.
• 14:45
  I
• 14:45
  started
• 14:45
  thinking
• 14:45
  about
• 14:45
  this
• 14:45
  years
• 14:46
  ago
• 14:46
  'cause
• 14:46
  I,
• 14:46
  make
• 14:47
  suggestions
• 14:47
  to
• 14:47
  some
• 14:48
  of
• 14:48
  these
• 14:48
  companies
• 14:48
  that
• 14:48
  I
• 14:48
  worked
• 14:49
  with
• 14:49
  and
• 14:49
  they
• 14:49
  just
• 14:49
  disregard
• 14:50
  it.
• 14:50
  But
• 14:50
  good
• 14:51
  business
• 14:52
  is
• 14:52
  often
• 14:52
  bad
• 14:53
  medicine.
• 14:53
  You're
• 14:54
  making
• 14:54
  things
• 14:54
  from
• 14:54
  a
• 14:54
  strictly
• 14:55
  business
• 14:55
  perspective.
• 14:56
  However,
• 14:56
  good
• 14:56
  medicine
• 14:57
  is
• 14:57
  always
• 14:58
  good
• 14:58
  business.
• 14:59
  It
• 14:59
  might
• 14:59
  be
• 14:59
  a
• 14:59
  little
• 14:59
  more
• 14:59
  expensive,
• 15:00
  but
• 15:00
  in
• 15:01
  the
• 15:01
  end,
• 15:01
  you're
• 15:01
  gonna
• 15:02
  have
• 15:02
  the
• 15:02
  following.
• 15:03
  You're
• 15:03
  gonna
• 15:03
  have
• 15:03
  the
• 15:03
  volume,
• 15:04
  you're
• 15:04
  gonna
• 15:04
  have
• 15:04
  patients
• 15:05
  there
• 15:05
  and,
• 15:05
  and
• 15:06
  a
• 15:06
  long-term
• 15:06
  patient.
• 15:06
  So
• 15:07
  it's
• 15:07
  a
• 15:07
  long-term
• 15:07
  strategy.
• 15:08
  Yeah,
• 15:08
  you're
• 15:08
  right.
• 15:08
  I
• 15:08
  think,
• 15:09
  ultimately
• 15:09
  the
• 15:10
  patient
• 15:10
  centricity
• 15:10
  wins
• 15:11
  if
• 15:11
  you
• 15:11
  can
• 15:11
  actually
• 15:12
  really
• 15:12
  do
• 15:12
  it.
• 15:12
  I
• 15:13
  think
• 15:13
  and
• 15:13
  it's
• 15:13
  not
• 15:13
  just
• 15:14
  about
• 15:14
  if
• 15:14
  you
• 15:14
  can
• 15:14
  actually,
• 15:15
  if
• 15:15
  you
• 15:15
  actually
• 15:16
  really
• 15:16
  want
• 15:16
  to
• 15:16
  do
• 15:16
  it,
• 15:17
  'cause
• 15:17
  lots
• 15:17
  of
• 15:17
  people,
• 15:17
  true,
• 15:18
  lots
• 15:18
  of
• 15:18
  companies
• 15:19
  are
• 15:19
  in
• 15:19
  a
• 15:19
  position
• 15:19
  to
• 15:19
  do
• 15:20
  it,
• 15:20
  but
• 15:20
  it's
• 15:20
  not
• 15:20
  as
• 15:21
  profitable
• 15:21
  to
• 15:21
  do
• 15:21
  it.
• 15:21
  And
• 15:22
  I
• 15:22
  think
• 15:22
  I
• 15:22
  really
• 15:22
  like
• 15:23
  that
• 15:23
  about
• 15:23
  good
• 15:23
  business
• 15:24
  is,
• 15:24
  not
• 15:24
  always
• 15:25
  good
• 15:25
  medicine,
• 15:25
  but
• 15:25
  good
• 15:26
  medicine
• 15:26
  is
• 15:26
  always,
• 15:27
  good
• 15:27
  business.
• 15:27
  And
• 15:28
  I
• 15:28
  think
• 15:28
  if
• 15:28
  people
• 15:29
  think
• 15:29
  about
• 15:29
  that
• 15:30
  more
• 15:30
  regularly,
• 15:31
  then
• 15:31
  you
• 15:31
  would
• 15:32
  always
• 15:32
  do
• 15:32
  what's
• 15:33
  best
• 15:33
  for
• 15:33
  the
• 15:33
  patient.
• 15:33
  Because
• 15:33
  if
• 15:33
  you
• 15:33
  do
• 15:34
  what's
• 15:34
  best
• 15:34
  for
• 15:34
  the
• 15:34
  patient,
• 15:34
  if
• 15:35
  you
• 15:35
  said
• 15:35
  you
• 15:35
  get
• 15:35
  volume,
• 15:36
  it
• 15:36
  makes
• 15:36
  up
• 15:36
  for
• 15:36
  Yeah,
• 15:37
  the,
• 15:37
  that,
• 15:37
  cash
• 15:38
  that
• 15:38
  you're
• 15:38
  getting
• 15:38
  in
• 15:39
  the
• 15:39
  first
• 15:39
  instance
• 15:39
  and
• 15:39
  you
• 15:39
  get
• 15:40
  longevity
• 15:40
  because
• 15:40
  people
• 15:41
  start
• 15:41
  to
• 15:41
  believe
• 15:42
  and
• 15:42
  trust
• 15:42
  you.
• 15:42
  That
• 15:43
  actually
• 15:43
  you
• 15:43
  are
• 15:43
  doing
• 15:43
  what's
• 15:44
  best
• 15:44
  for
• 15:44
  the
• 15:44
  patient,
• 15:44
  correct?
• 15:45
  Rather
• 15:45
  than
• 15:45
  Yeah,
• 15:46
  they're
• 15:46
  just
• 15:46
  doing
• 15:47
  what
• 15:47
  they
• 15:47
  can,
• 15:47
  and
• 15:47
  actually
• 15:48
  it's
• 15:48
  interesting
• 15:48
  'cause,
• 15:48
  and
• 15:49
  I'm
• 15:49
  not
• 15:49
  supposed
• 15:49
  to
• 15:49
  speak
• 15:49
  about
• 15:50
  any
• 15:50
  specific
• 15:50
  companies,
• 15:51
  but
• 15:51
  one
• 15:51
  of
• 15:51
  the
• 15:51
  reasons
• 15:51
  I
• 15:52
  moved
• 15:52
  from,
• 15:52
  pharmaceuticals,
• 15:53
  probably
• 15:53
  10
• 15:54
  years,
• 15:54
  well,
• 15:54
  actually
• 15:54
  15
• 15:55
  years
• 15:55
  ago
• 15:55
  now,
• 15:55
  and
• 15:55
  then
• 15:55
  moved
• 15:56
  into
• 15:56
  Med
• 15:56
  Tech
• 15:57
  is
• 15:57
  because
• 15:57
  why
• 15:58
  all
• 15:58
  the
• 15:58
  products
• 15:59
  I
• 15:59
  was
• 15:59
  working
• 15:59
  with,
• 16:00
  I
• 16:00
  started
• 16:00
  to
• 16:00
  think
• 16:00
  actually
• 16:01
  if
• 16:01
  you
• 16:01
  just
• 16:02
  actually
• 16:02
  spend
• 16:02
  that
• 16:02
  money
• 16:03
  on
• 16:03
  getting
• 16:04
  people
• 16:04
  to
• 16:04
  improve
• 16:05
  their
• 16:05
  diet
• 16:05
  and
• 16:05
  exercise.
• 16:06
  They
• 16:06
  wouldn't
• 16:06
  need
• 16:06
  to
• 16:06
  use
• 16:06
  those
• 16:07
  products.
• 16:07
  But
• 16:07
  you
• 16:07
  want
• 16:08
  them
• 16:08
  to
• 16:08
  use
• 16:08
  those,
• 16:08
  you
• 16:08
  want
• 16:09
  them
• 16:09
  to
• 16:09
  use
• 16:09
  those
• 16:09
  products.
• 16:10
  You
• 16:10
  have
• 16:10
  no
• 16:10
  incentive
• 16:11
  to
• 16:12
  get
• 16:12
  anybody
• 16:12
  to,
• 16:13
  to
• 16:13
  be
• 16:13
  healthier.
• 16:13
  It's
• 16:13
  just
• 16:14
  like,
• 16:14
  just
• 16:14
  give
• 16:14
  them
• 16:14
  more,
• 16:15
  and
• 16:15
  then
• 16:15
  give
• 16:15
  'em
• 16:15
  some
• 16:15
  tablets.
• 16:16
  Exactly.
• 16:17
  And
• 16:17
  I
• 16:17
  think
• 16:17
  that's
• 16:18
  the
• 16:18
  very,
• 16:19
  that's
• 16:19
  the
• 16:19
  very
• 16:19
  definition
• 16:19
  of,
• 16:19
  the,
• 16:21
  you've
• 16:21
  got
• 16:21
  a
• 16:21
  very
• 16:21
  good
• 16:21
  business
• 16:22
  there,
• 16:22
  but
• 16:22
  it's
• 16:22
  not,
• 16:22
  in
• 16:23
  my
• 16:23
  opinion,
• 16:24
  good
• 16:24
  medicine.
• 16:24
  'Cause,
• 16:25
  and
• 16:25
  you
• 16:25
  look
• 16:25
  at
• 16:25
  the
• 16:25
  healthcare
• 16:26
  of
• 16:26
  pretty
• 16:26
  much
• 16:26
  every
• 16:27
  nation,
• 16:27
  it's
• 16:27
  getting
• 16:27
  worse.
• 16:28
  We're
• 16:28
  living
• 16:28
  longer,
• 16:28
  but
• 16:28
  we're
• 16:29
  more
• 16:29
  on
• 16:29
  health.
• 16:29
  Yeah.
• 16:30
  Yeah.
• 16:30
  We're
• 16:30
  just
• 16:30
  treating
• 16:30
  the
• 16:30
  helmets.
• 16:31
  Yeah,
• 16:31
  exactly,
• 16:32
  because
• 16:32
  it
• 16:32
  is
• 16:32
  actually
• 16:33
  that
• 16:33
  I
• 16:33
  really
• 16:34
  reflected
• 16:34
  on
• 16:34
  that.
• 16:35
  It
• 16:35
  is
• 16:35
  rather,
• 16:35
  in
• 16:35
  America,
• 16:36
  actually
• 16:36
  I
• 16:36
  think
• 16:36
  it
• 16:36
  a
• 16:36
  Pepto,
• 16:37
  is
• 16:37
  it
• 16:37
  Pepto
• 16:38
  Biz
• 16:38
  thought
• 16:39
  that,
• 16:39
  and
• 16:39
  it's
• 16:39
  got
• 16:40
  someone
• 16:40
  eating
• 16:40
  a
• 16:40
  pizza
• 16:41
  and
• 16:41
  then
• 16:41
  it
• 16:41
  gets
• 16:41
  indigestion.
• 16:42
  And
• 16:42
  it's
• 16:42
  like,
• 16:43
  oh
• 16:43
  God,
• 16:43
  yeah,
• 16:43
  it's
• 16:44
  terrible.
• 16:44
  And
• 16:44
  then
• 16:45
  so
• 16:45
  the
• 16:45
  guy
• 16:45
  takes
• 16:46
  Pepto
• 16:46
  abysmal,
• 16:46
  and
• 16:47
  then
• 16:47
  he
• 16:47
  eats
• 16:47
  the
• 16:47
  pizza,
• 16:48
  he
• 16:48
  gets
• 16:48
  the
• 16:48
  ingestion,
• 16:49
  and
• 16:49
  then
• 16:49
  he
• 16:49
  just
• 16:49
  can
• 16:49
  keep
• 16:49
  eating.
• 16:50
  Right?
• 16:50
  So
• 16:50
  it's
• 16:50
  not
• 16:50
  that
• 16:51
  you
• 16:51
  should
• 16:51
  check,
• 16:51
  it's
• 16:51
  not
• 16:51
  that
• 16:51
  you
• 16:52
  should
• 16:52
  change
• 16:52
  your
• 16:52
  habits,
• 16:52
  it's
• 16:53
  just,
• 16:53
  oh,
• 16:53
  it's
• 16:53
  medicine
• 16:53
  means
• 16:54
  that
• 16:54
  you
• 16:54
  can
• 16:54
  be
• 16:54
  even
• 16:55
  more
• 16:55
  unhealthy.
• 16:55
  What
• 16:56
  was
• 16:56
  that,
• 16:56
  a
• 16:56
  commercial?
• 16:56
  Yes,
• 16:57
  it
• 16:57
  was.
• 16:57
  And
• 16:57
  it
• 16:57
  went
• 16:57
  right
• 16:57
  by
• 16:58
  him.
• 16:58
  Yeah.
• 16:58
  Yeah.
• 16:58
  I
• 16:58
  thought,
• 16:58
  my
• 16:59
  god.
• 16:59
  So
• 17:00
  you're
• 17:00
  not
• 17:00
  trying
• 17:00
  to
• 17:00
  get
• 17:00
  anyone
• 17:01
  healthy,
• 17:01
  you're
• 17:01
  just
• 17:01
  saying.
• 17:01
  Dose
• 17:02
  you
• 17:02
  up
• 17:02
  so
• 17:02
  you
• 17:02
  can
• 17:03
  keep
• 17:03
  being
• 17:03
  unhealthy
• 17:04
  and
• 17:04
  you
• 17:04
  can
• 17:04
  get
• 17:04
  more
• 17:05
  gastric
• 17:05
  problems,
• 17:07
  I
• 17:07
  thought.
• 17:07
  Okay,
• 17:07
  that's
• 17:07
  fine.
• 17:08
  That's
• 17:08
  definitely
• 17:08
  not
• 17:08
  good
• 17:09
  medicine.
• 17:09
  Yeah.
• 17:09
  But,
• 17:10
  let's
• 17:10
  stay
• 17:10
  on
• 17:10
  the
• 17:10
  pa
• 17:11
  patient
• 17:11
  centricity
• 17:12
  bit.
• 17:12
  How
• 17:12
  do
• 17:12
  you
• 17:12
  find
• 17:13
  out
• 17:13
  exactly
• 17:14
  what
• 17:14
  is
• 17:15
  best
• 17:15
  for
• 17:15
  the
• 17:15
  patient?
• 17:15
  I
• 17:15
  mean,
• 17:16
  you
• 17:16
  just
• 17:16
  gave
• 17:16
  an
• 17:16
  example
• 17:16
  there
• 17:17
  in
• 17:17
  terms
• 17:17
  of.
• 17:17
  Coming
• 17:18
  and
• 17:18
  then
• 17:18
  giving
• 17:19
  people,
• 17:19
  stuff
• 17:20
  care
• 17:20
  and
• 17:20
  them
• 17:20
  getting
• 17:21
  on
• 17:21
  buses,
• 17:21
  et
• 17:21
  cetera.
• 17:22
  But
• 17:22
  how
• 17:22
  do
• 17:22
  you
• 17:23
  find
• 17:23
  out
• 17:23
  so
• 17:24
  that
• 17:24
  you
• 17:24
  can
• 17:24
  really
• 17:24
  hone
• 17:25
  in
• 17:25
  on
• 17:26
  what
• 17:26
  is
• 17:26
  best
• 17:26
  for
• 17:26
  the
• 17:26
  patient?
• 17:27
  Yeah.
• 17:27
  Lots
• 17:27
  of
• 17:28
  time,
• 17:28
  and
• 17:28
  I
• 17:28
  always
• 17:28
  tell
• 17:29
  people
• 17:29
  learn,
• 17:29
  the
• 17:29
  more
• 17:30
  you
• 17:30
  learn
• 17:30
  the
• 17:30
  patient,
• 17:31
  the
• 17:31
  better
• 17:31
  you
• 17:31
  can
• 17:31
  serve
• 17:31
  them.
• 17:32
  Same
• 17:32
  thing.
• 17:32
  Yeah.
• 17:32
  The
• 17:32
  more
• 17:33
  you
• 17:33
  learn
• 17:33
  the
• 17:33
  partners.
• 17:34
  That
• 17:34
  was
• 17:34
  the
• 17:34
  big
• 17:34
  black
• 17:35
  box
• 17:35
  for
• 17:35
  us
• 17:35
  was
• 17:35
  the
• 17:35
  partners.
• 17:36
  Yeah.
• 17:36
  I'd
• 17:36
  had
• 17:36
  a
• 17:36
  lot
• 17:36
  of
• 17:36
  experiences,
• 17:37
  treating
• 17:38
  the
• 17:38
  patients,
• 17:38
  so
• 17:38
  I'd
• 17:39
  heard
• 17:39
  the
• 17:39
  same
• 17:39
  stories
• 17:40
  over
• 17:40
  and
• 17:40
  over.
• 17:40
  So
• 17:40
  that
• 17:41
  was
• 17:41
  real
• 17:41
  easy
• 17:41
  for
• 17:42
  me
• 17:42
  'cause
• 17:42
  I
• 17:42
  knew
• 17:42
  what
• 17:42
  they
• 17:43
  wanted,
• 17:43
  I
• 17:43
  knew
• 17:43
  what
• 17:43
  they
• 17:43
  needed,
• 17:44
  that
• 17:44
  kind
• 17:44
  of
• 17:44
  thing.
• 17:45
  But
• 17:45
  the,
• 17:45
  the
• 17:45
  partners
• 17:46
  was
• 17:46
  the
• 17:46
  big
• 17:46
  black
• 17:46
  box
• 17:47
  for
• 17:47
  me.
• 17:47
  'cause
• 17:47
  I
• 17:47
  didn't
• 17:47
  know
• 17:48
  we
• 17:48
  had
• 17:48
  to
• 17:48
  learn
• 17:48
  that.
• 17:48
  So
• 17:48
  that
• 17:49
  was
• 17:49
  the
• 17:49
  hardest
• 17:49
  part.
• 17:49
  But
• 17:50
  yeah,
• 17:50
  a
• 17:50
  lot
• 17:50
  of
• 17:50
  listening
• 17:51
  and,
• 17:51
  and
• 17:51
  we
• 17:51
  do
• 17:51
  a
• 17:51
  lot
• 17:52
  of,
• 17:52
  we
• 17:52
  do
• 17:52
  a
• 17:52
  lot
• 17:52
  of,
• 17:52
  surveys
• 17:53
  and
• 17:53
  feedback
• 17:54
  constantly.
• 17:55
  To
• 17:55
  try
• 17:55
  to
• 17:55
  understand
• 17:56
  and
• 17:56
  occasionally
• 17:57
  you
• 17:57
  learn
• 17:57
  things
• 17:57
  that
• 17:57
  you
• 17:57
  just
• 17:58
  didn't
• 17:58
  even
• 17:58
  think
• 17:58
  about,
• 17:59
  and,
• 17:59
  and
• 17:59
  you're
• 17:59
  like,
• 17:59
  oh
• 17:59
  my
• 17:59
  gosh,
• 18:00
  that's
• 18:00
  a
• 18:00
  huge
• 18:00
  opportunity.
• 18:01
  So
• 18:01
  a
• 18:02
  lot
• 18:02
  of
• 18:02
  questioning
• 18:03
  and
• 18:03
  learning.
• 18:03
  And
• 18:03
  I
• 18:03
  think
• 18:04
  I
• 18:04
  even
• 18:04
  tell
• 18:04
  our
• 18:04
  sales
• 18:05
  team,
• 18:05
  when,
• 18:05
  ask,
• 18:05
  learn.
• 18:06
  It's
• 18:06
  an
• 18:06
  old
• 18:06
  thing
• 18:07
  and
• 18:07
  everybody
• 18:07
  knows
• 18:07
  that,
• 18:07
  but
• 18:08
  nobody
• 18:08
  does
• 18:08
  it.
• 18:09
  Yeah.
• 18:09
  There,
• 18:09
  there's
• 18:09
  lots
• 18:10
  of
• 18:10
  things
• 18:10
  that
• 18:10
  people
• 18:10
  say
• 18:11
  common
• 18:11
  sense,
• 18:11
  but
• 18:12
  I've.
• 18:12
  Come
• 18:12
  to
• 18:12
  realize
• 18:13
  that
• 18:13
  common
• 18:13
  sense.
• 18:13
  Isn't
• 18:14
  that
• 18:14
  common?
• 18:14
  Actually,
• 18:15
  no,
• 18:15
  it's
• 18:16
  not.
• 18:17
  So
• 18:17
  just
• 18:17
  going
• 18:17
  slightly
• 18:18
  back
• 18:18
  on
• 18:18
  the,
• 18:18
  you
• 18:19
  were
• 18:19
  talking
• 18:19
  about
• 18:19
  the
• 18:20
  building
• 18:20
  partnerships
• 18:21
  and
• 18:21
  you
• 18:21
  got
• 18:21
  hospitals,
• 18:21
  you
• 18:22
  got
• 18:22
  healthcare
• 18:22
  system
• 18:22
  and
• 18:22
  different
• 18:23
  things.
• 18:23
  How
• 18:23
  do
• 18:23
  you,
• 18:24
  and
• 18:24
  then
• 18:24
  you
• 18:24
  were
• 18:24
  talking
• 18:25
  earlier
• 18:25
  about
• 18:25
  kickbacks
• 18:26
  and
• 18:26
  not
• 18:26
  being
• 18:26
  seen
• 18:27
  to
• 18:27
  be,
• 18:27
  doing
• 18:28
  anything
• 18:28
  that
• 18:28
  would
• 18:28
  be
• 18:28
  contravening
• 18:29
  some
• 18:29
  of
• 18:29
  those
• 18:29
  regulatory.
• 18:31
  So
• 18:31
  how
• 18:32
  do
• 18:32
  you.
• 18:32
  Balance
• 18:33
  that
• 18:33
  so
• 18:33
  that
• 18:33
  you
• 18:33
  don't
• 18:34
  be,
• 18:34
  so
• 18:34
  that
• 18:34
  you
• 18:34
  maintain
• 18:35
  your
• 18:35
  independence.
• 18:36
  And
• 18:36
  that
• 18:36
  people
• 18:36
  don't
• 18:36
  see
• 18:37
  you
• 18:37
  as
• 18:37
  part
• 18:37
  of,
• 18:37
  I'm,
• 18:38
  I
• 18:38
  was
• 18:38
  gonna
• 18:38
  say
• 18:38
  the
• 18:38
  problem,
• 18:38
  a
• 18:38
  part
• 18:39
  of
• 18:39
  the
• 18:39
  healthcare
• 18:39
  system,
• 18:40
  the
• 18:40
  hospitals
• 18:40
  and
• 18:40
  you're
• 18:40
  maintaining
• 18:41
  independence,
• 18:41
  but
• 18:42
  you
• 18:42
  are
• 18:42
  partnering
• 18:43
  with
• 18:43
  those
• 18:43
  to
• 18:43
  deliver
• 18:44
  better
• 18:44
  outcomes.
• 18:44
  Really
• 18:45
  good
• 18:45
  question.
• 18:45
  I'm
• 18:45
  not
• 18:46
  sure
• 18:46
  we,
• 18:46
  you
• 18:46
  even
• 18:46
  have
• 18:46
  it
• 18:46
  all
• 18:47
  figured
• 18:47
  out
• 18:47
  yet.
• 18:48
  I
• 18:48
  think,
• 18:48
  we
• 18:48
  have,
• 18:49
  we
• 18:49
  have.
• 18:49
  Efforts
• 18:49
  where
• 18:50
  education,
• 18:50
  huge
• 18:51
  one
• 18:51
  for
• 18:51
  us,
• 18:52
  one
• 18:52
  of
• 18:52
  our
• 18:52
  core
• 18:52
  values
• 18:52
  when
• 18:53
  they're
• 18:53
  on
• 18:53
  the
• 18:53
  bus,
• 18:53
  start
• 18:53
  educating.
• 18:54
  And,
• 18:54
  I
• 18:54
  think,
• 18:55
  the
• 18:55
  more
• 18:55
  that
• 18:55
  patients
• 18:56
  learn
• 18:56
  and
• 18:56
  the
• 18:56
  more
• 18:56
  they
• 18:56
  know,
• 18:57
  the
• 18:57
  more
• 18:57
  they
• 18:57
  see
• 18:58
  what
• 18:58
  you're
• 18:58
  doing
• 18:59
  as
• 18:59
  a
• 18:59
  positive
• 19:00
  thing.
• 19:00
  And
• 19:01
  they
• 19:01
  don't
• 19:01
  understand
• 19:01
  necessarily
• 19:02
  why
• 19:02
  you're
• 19:02
  doing
• 19:03
  what
• 19:03
  you're
• 19:03
  doing.
• 19:03
  And
• 19:03
  if
• 19:03
  you
• 19:04
  don't
• 19:04
  tell
• 19:04
  'em
• 19:04
  and
• 19:04
  educate
• 19:05
  them,
• 19:05
  then
• 19:05
  the
• 19:05
  attitudes
• 19:06
  and
• 19:06
  the
• 19:06
  beliefs
• 19:06
  don't
• 19:07
  really
• 19:07
  change.
• 19:07
  So
• 19:07
  that's
• 19:08
  a
• 19:08
  huge
• 19:08
  part
• 19:08
  for
• 19:08
  us.
• 19:09
  And,
• 19:09
  but
• 19:09
  it
• 19:09
  does,
• 19:10
  it
• 19:10
  causes,
• 19:10
  it
• 19:11
  still
• 19:11
  causes
• 19:11
  problems.
• 19:12
  We
• 19:12
  have,
• 19:12
  one
• 19:12
  partner
• 19:13
  I
• 19:13
  won't
• 19:13
  talk
• 19:13
  about,
• 19:13
  but
• 19:14
  they,
• 19:14
  they
• 19:14
  have
• 19:14
  a
• 19:14
  rule
• 19:15
  in
• 19:15
  place
• 19:15
  that
• 19:15
  there's
• 19:16
  certain
• 19:16
  people
• 19:16
  can't
• 19:16
  come
• 19:17
  on
• 19:17
  and,
• 19:17
  so
• 19:17
  they
• 19:17
  see
• 19:18
  our
• 19:18
  brand
• 19:18
  and
• 19:18
  they're
• 19:18
  like,
• 19:19
  oh,
• 19:19
  this
• 19:19
  is
• 19:19
  great.
• 19:19
  I'm
• 19:19
  gonna
• 19:20
  go
• 19:20
  join.
• 19:20
  And
• 19:20
  then
• 19:20
  they
• 19:20
  get
• 19:21
  turned
• 19:21
  away
• 19:21
  and
• 19:22
  it
• 19:22
  looks
• 19:22
  bad
• 19:22
  on
• 19:22
  us.
• 19:22
  And
• 19:23
  we're
• 19:23
  still
• 19:23
  struggling
• 19:23
  with
• 19:24
  that,
• 19:24
  because
• 19:24
  you
• 19:24
  do
• 19:24
  have
• 19:25
  to
• 19:25
  shake
• 19:25
  hands
• 19:25
  and
• 19:25
  make
• 19:26
  partners.
• 19:26
  But
• 19:26
  at
• 19:27
  the
• 19:27
  same
• 19:27
  time,
• 19:27
  you
• 19:27
  want
• 19:28
  to
• 19:28
  be
• 19:28
  independent.
• 19:29
  I
• 19:29
  don't
• 19:29
  know
• 19:29
  if
• 19:29
  that's
• 19:29
  ever
• 19:29
  gonna
• 19:30
  completely
• 19:30
  go
• 19:30
  away.
• 19:31
  And,
• 19:31
  but
• 19:31
  constantly,
• 19:32
  that's
• 19:32
  a
• 19:32
  daily
• 19:32
  balancing
• 19:33
  act
• 19:33
  for
• 19:33
  us.
• 19:34
  Okay.
• 19:34
  And
• 19:34
  then
• 19:35
  I've
• 19:35
  got
• 19:35
  quite
• 19:36
  a
• 19:36
  few
• 19:36
  of
• 19:36
  the
• 19:36
  questions,
• 19:36
  but
• 19:37
  I
• 19:37
  was
• 19:37
  just
• 19:37
  wondering
• 19:37
  as
• 19:38
  I
• 19:38
  was
• 19:38
  going
• 19:38
  through,
• 19:38
  'cause
• 19:38
  it's
• 19:39
  very
• 19:39
  clear
• 19:39
  to
• 19:39
  me
• 19:39
  that
• 19:39
  you
• 19:40
  enjoy
• 19:40
  what
• 19:40
  you
• 19:41
  doing,
• 19:41
  you
• 19:41
  enjoy,
• 19:42
  serving
• 19:42
  the
• 19:42
  patient.
• 19:43
  So
• 19:43
  what's
• 19:43
  the
• 19:44
  best
• 19:44
  thing
• 19:44
  about
• 19:44
  what
• 19:45
  you,
• 19:45
  I
• 19:45
  suppose
• 19:45
  not
• 19:45
  just
• 19:46
  about
• 19:46
  what
• 19:46
  you
• 19:46
  do,
• 19:46
  but
• 19:46
  running
• 19:47
  a
• 19:47
  medical,
• 19:47
  mobile
• 19:48
  business?
• 19:49
  Yeah.
• 19:50
  Yeah.
• 19:50
  So
• 19:50
  yeah.
• 19:50
  What's
• 19:51
  the,
• 19:51
  what
• 19:51
  do
• 19:51
  you
• 19:51
  enjoy
• 19:52
  the
• 19:52
  most
• 19:52
  about
• 19:52
  it
• 19:53
  and
• 19:53
  what
• 19:53
  would
• 19:53
  you
• 19:53
  suggest
• 19:55
  to
• 19:55
  our
• 19:55
  listeners
• 19:56
  to
• 19:56
  hold
• 19:56
  onto?
• 19:57
  Because,
• 19:57
  you
• 19:58
  enjoy
• 19:58
  it,
• 19:58
  but
• 19:58
  there's
• 19:58
  lots
• 19:58
  of
• 19:59
  difficult
• 19:59
  times,
• 19:59
  and
• 20:00
  in
• 20:00
  those
• 20:00
  difficult
• 20:00
  times,
• 20:00
  you
• 20:01
  need
• 20:01
  to
• 20:01
  hold
• 20:01
  onto
• 20:01
  what
• 20:01
  it
• 20:02
  is.
• 20:02
  Yeah.
• 20:02
  The
• 20:02
  purpose
• 20:03
  and
• 20:03
  what
• 20:03
  you
• 20:03
  enjoy
• 20:03
  about
• 20:03
  it.
• 20:04
  And
• 20:04
  that's
• 20:04
  a
• 20:04
  really
• 20:05
  good
• 20:05
  question
• 20:05
  because
• 20:06
  that
• 20:06
  is
• 20:06
  so
• 20:06
  true.
• 20:07
  I
• 20:07
  mean,
• 20:07
  I'm
• 20:07
  passionate
• 20:08
  about
• 20:08
  this
• 20:08
  and
• 20:08
  really
• 20:09
  wanted
• 20:09
  to
• 20:09
  start
• 20:09
  it,
• 20:10
  and
• 20:10
  it's
• 20:10
  been
• 20:10
  just
• 20:11
  kind
• 20:11
  of
• 20:11
  something
• 20:11
  that's
• 20:12
  been,
• 20:12
  in
• 20:12
  my
• 20:12
  soul
• 20:13
  to
• 20:13
  do
• 20:13
  for
• 20:13
  a
• 20:13
  long
• 20:14
  time.
• 20:14
  And
• 20:14
  then
• 20:14
  you
• 20:14
  get
• 20:14
  started
• 20:15
  and
• 20:15
  there,
• 20:15
  most
• 20:16
  days
• 20:16
  you
• 20:16
  say,
• 20:17
  why
• 20:17
  did
• 20:17
  I
• 20:17
  do
• 20:17
  this?
• 20:18
  And
• 20:18
  I
• 20:18
  would
• 20:18
  never
• 20:18
  do
• 20:18
  it
• 20:19
  again.
• 20:19
  But
• 20:19
  you're
• 20:19
  stuck.
• 20:20
  You
• 20:20
  can't
• 20:20
  go
• 20:20
  back.
• 20:20
  And
• 20:21
  so
• 20:21
  maybe
• 20:21
  that
• 20:21
  was
• 20:22
  the
• 20:22
  greatest
• 20:22
  little,
• 20:23
  mind
• 20:23
  trick
• 20:23
  was,
• 20:24
  believing
• 20:24
  that
• 20:24
  it
• 20:24
  would
• 20:25
  be
• 20:25
  easy
• 20:25
  and
• 20:25
  I
• 20:25
  could,
• 20:26
  and
• 20:26
  then
• 20:26
  once
• 20:26
  I
• 20:26
  did,
• 20:26
  I
• 20:26
  had
• 20:27
  no
• 20:27
  way
• 20:27
  back.
• 20:27
  And
• 20:27
  so
• 20:28
  the
• 20:28
  only
• 20:28
  way,
• 20:28
  only
• 20:28
  path
• 20:29
  forward
• 20:29
  is
• 20:29
  to
• 20:29
  just
• 20:29
  keep
• 20:30
  moving.
• 20:30
  And
• 20:30
  I,
• 20:30
  I
• 20:31
  think.
• 20:32
  There's
• 20:32
  value
• 20:32
  in
• 20:32
  knowing
• 20:33
  that
• 20:33
  everybody
• 20:33
  else
• 20:33
  is
• 20:33
  feeling
• 20:34
  the
• 20:34
  same
• 20:34
  way
• 20:34
  that's
• 20:34
  trying
• 20:35
  to
• 20:35
  do
• 20:35
  this.
• 20:35
  But,
• 20:36
  what
• 20:36
  keeps
• 20:36
  me
• 20:36
  hanging
• 20:37
  on,
• 20:37
  if
• 20:37
  there
• 20:37
  was
• 20:37
  one
• 20:37
  thing
• 20:38
  I
• 20:38
  would
• 20:38
  say
• 20:39
  it's,
• 20:39
  the
• 20:39
  patient
• 20:40
  reward.
• 20:40
  I
• 20:40
  mean,
• 20:41
  you
• 20:41
  just
• 20:41
  get
• 20:41
  so
• 20:41
  many
• 20:42
  patients
• 20:42
  that
• 20:42
  are
• 20:42
  so
• 20:43
  kind
• 20:43
  and
• 20:43
  they
• 20:43
  say,
• 20:43
  I
• 20:44
  love
• 20:44
  what
• 20:44
  you're
• 20:44
  doing.
• 20:44
  This
• 20:45
  has
• 20:45
  really
• 20:45
  changed.
• 20:45
  And,
• 20:46
  we're
• 20:46
  even
• 20:46
  getting
• 20:46
  some
• 20:46
  outreach
• 20:47
  now
• 20:47
  from
• 20:47
  some
• 20:47
  of
• 20:47
  the
• 20:48
  adjacent
• 20:48
  medical
• 20:48
  groups
• 20:49
  and
• 20:49
  even
• 20:49
  the
• 20:49
  hospitals
• 20:50
  saying,
• 20:50
  really
• 20:50
  we've
• 20:50
  seen
• 20:51
  some
• 20:51
  difference.
• 20:51
  We're
• 20:51
  seeing
• 20:52
  more
• 20:52
  care
• 20:52
  cancer
• 20:52
  patients,
• 20:53
  people
• 20:53
  that
• 20:53
  wouldn't
• 20:54
  have
• 20:54
  been
• 20:54
  screened.
• 20:54
  And
• 20:54
  so
• 20:55
  these
• 20:55
  rewards
• 20:55
  come
• 20:56
  in.
• 20:56
  And,
• 20:56
  I
• 20:56
  just
• 20:57
  say,
• 20:57
  when
• 20:57
  you
• 20:57
  have
• 20:57
  a
• 20:57
  good
• 20:57
  day,
• 20:58
  take
• 20:58
  it.
• 20:58
  'cause
• 20:58
  it's
• 20:59
  not
• 20:59
  gonna
• 20:59
  be,
• 20:59
  they're
• 20:59
  not
• 20:59
  gonna
• 21:00
  be
• 21:00
  a
• 21:00
  lot
• 21:00
  of
• 21:00
  them
• 21:00
  and
• 21:00
  just
• 21:01
  hang
• 21:01
  onto
• 21:01
  to
• 21:01
  that,
• 21:02
  cherish
• 21:02
  it
• 21:02
  and
• 21:03
  then
• 21:03
  back
• 21:03
  to
• 21:03
  work
• 21:04
  the
• 21:04
  next
• 21:04
  day.
• 21:04
  Yeah,
• 21:04
  no,
• 21:04
  I
• 21:04
  think
• 21:05
  that's
• 21:05
  very
• 21:05
  good
• 21:05
  advice.
• 21:06
  'cause
• 21:06
  I
• 21:06
  think,
• 21:06
  as
• 21:06
  I
• 21:06
  said,
• 21:07
  I
• 21:07
  worked
• 21:07
  with
• 21:07
  so
• 21:07
  many
• 21:08
  companies
• 21:08
  and
• 21:08
  especially
• 21:09
  in
• 21:09
  the
• 21:09
  early
• 21:09
  days,
• 21:10
  it
• 21:10
  is
• 21:11
  very
• 21:12
  hard
• 21:12
  going
• 21:13
  and
• 21:13
  I
• 21:13
  think
• 21:13
  that
• 21:13
  lots
• 21:13
  of
• 21:13
  people
• 21:14
  would
• 21:14
  reflect
• 21:14
  exactly.
• 21:15
  What
• 21:15
  you
• 21:15
  just
• 21:16
  said
• 21:16
  where
• 21:16
  you
• 21:16
  think,
• 21:17
  yeah,
• 21:17
  there's
• 21:17
  a
• 21:17
  gap,
• 21:17
  people
• 21:18
  are
• 21:18
  gonna
• 21:18
  want
• 21:18
  it
• 21:19
  and
• 21:19
  I'm
• 21:19
  just,
• 21:19
  and
• 21:19
  it's,
• 21:19
  and
• 21:19
  I,
• 21:20
  and
• 21:20
  it's
• 21:20
  gonna
• 21:20
  be
• 21:20
  a
• 21:20
  lot
• 21:20
  easier
• 21:21
  than
• 21:21
  you
• 21:21
  think.
• 21:21
  It
• 21:21
  then
• 21:22
  you
• 21:22
  get
• 21:22
  bogged
• 21:22
  down
• 21:22
  with
• 21:22
  all
• 21:23
  the
• 21:23
  regulatory,
• 21:24
  the
• 21:24
  commercial,
• 21:24
  the
• 21:25
  planning,
• 21:25
  the
• 21:25
  finances,
• 21:26
  and
• 21:27
  you
• 21:27
  think,
• 21:27
  oh,
• 21:27
  why
• 21:27
  did
• 21:28
  I
• 21:28
  start
• 21:28
  this
• 21:28
  again?
• 21:29
  Oh
• 21:29
  my
• 21:29
  God,
• 21:30
  what
• 21:30
  did
• 21:30
  I
• 21:30
  do?
• 21:32
  But
• 21:32
  I
• 21:32
  think
• 21:32
  that
• 21:33
  one
• 21:33
  you
• 21:33
  said
• 21:33
  at
• 21:33
  the
• 21:33
  end
• 21:33
  about
• 21:34
  the
• 21:34
  patient
• 21:34
  reward
• 21:35
  is
• 21:36
  what
• 21:36
  you
• 21:36
  hang
• 21:36
  onto.
• 21:36
  Because
• 21:36
  I
• 21:36
  think
• 21:37
  I,
• 21:37
  I
• 21:37
  dunno
• 21:37
  whether
• 21:37
  it's
• 21:37
  worldwide
• 21:38
  that,
• 21:38
  but
• 21:38
  certainly.
• 21:39
  In
• 21:39
  the
• 21:39
  uk
• 21:40
  they
• 21:40
  said
• 21:40
  that,
• 21:41
  previously
• 21:41
  cancer
• 21:41
  was
• 21:41
  like
• 21:42
  one
• 21:42
  in
• 21:42
  four
• 21:42
  people
• 21:43
  and
• 21:43
  it's
• 21:43
  now
• 21:43
  down
• 21:44
  up
• 21:44
  to
• 21:44
  one
• 21:44
  in
• 21:44
  two.
• 21:45
  Yeah.
• 21:45
  So
• 21:46
  if
• 21:46
  you
• 21:46
  can
• 21:46
  be,
• 21:47
  if
• 21:47
  you
• 21:47
  can
• 21:47
  actually
• 21:48
  help,
• 21:48
  and
• 21:48
  obviously
• 21:49
  di
• 21:49
  help
• 21:49
  diagnose
• 21:50
  and
• 21:50
  screen
• 21:50
  that
• 21:51
  early,
• 21:51
  that
• 21:51
  saving
• 21:52
  significant
• 21:53
  number
• 21:53
  of
• 21:53
  lives
• 21:53
  actually
• 21:54
  'cause
• 21:54
  the
• 21:54
  earlier
• 21:54
  diagnose,
• 21:55
  the
• 21:55
  better
• 21:56
  the
• 21:56
  prognosis,
• 21:56
  isn't
• 21:56
  it?
• 21:57
  So
• 21:57
  I
• 21:57
  think
• 21:57
  it's,
• 21:57
  I
• 21:58
  think
• 21:58
  that
• 21:58
  to
• 21:58
  me
• 21:59
  is
• 21:59
  one
• 21:59
  of
• 21:59
  the
• 21:59
  reasons
• 22:00
  why
• 22:00
  I've
• 22:00
  always
• 22:00
  stayed
• 22:00
  in,
• 22:01
  in
• 22:01
  the
• 22:01
  med
• 22:01
  tech
• 22:01
  space
• 22:02
  because
• 22:02
  you,
• 22:02
  yeah.
• 22:03
  Those
• 22:03
  hard
• 22:03
  days
• 22:04
  are
• 22:04
  rarely
• 22:05
  made
• 22:05
  palatable
• 22:06
  by
• 22:06
  the
• 22:06
  fact
• 22:06
  that
• 22:06
  you
• 22:06
  might
• 22:07
  be
• 22:07
  saving
• 22:07
  someone's
• 22:07
  life.
• 22:08
  Yeah,
• 22:08
  exactly.
• 22:09
  Yeah.
• 22:09
  So
• 22:09
  it's,
• 22:09
  yeah.
• 22:10
  Okay.
• 22:10
  So
• 22:10
  that,
• 22:10
  that,
• 22:10
  that's
• 22:11
  quite
• 22:11
  a
• 22:11
  poignant
• 22:12
  one,
• 22:12
  but,
• 22:12
  I
• 22:12
  thought
• 22:12
  it
• 22:12
  was
• 22:12
  worth
• 22:13
  asking.
• 22:13
  And
• 22:13
  then
• 22:13
  just
• 22:14
  back
• 22:14
  to
• 22:14
  the,
• 22:14
  to
• 22:14
  business,
• 22:15
  the
• 22:15
  metrics.
• 22:16
  Is
• 22:17
  the
• 22:17
  evaluation
• 22:19
  of
• 22:19
  like
• 22:19
  a
• 22:19
  mobile
• 22:20
  healthcare
• 22:20
  business
• 22:21
  and
• 22:22
  diagnostics
• 22:22
  that
• 22:22
  you're
• 22:22
  doing,
• 22:23
  is
• 22:23
  that
• 22:23
  the
• 22:23
  same
• 22:23
  as
• 22:23
  any
• 22:24
  other
• 22:24
  business?,
• 22:25
  Or
• 22:25
  is
• 22:25
  there
• 22:25
  any
• 22:25
  specific
• 22:26
  things
• 22:26
  that
• 22:26
  you'd
• 22:26
  say
• 22:26
  from
• 22:27
  a
• 22:27
  mo
• 22:27
  Yeah,
• 22:27
  because
• 22:27
  it's
• 22:27
  a
• 22:27
  mobile,
• 22:28
  there's
• 22:28
  certain
• 22:29
  things
• 22:29
  that
• 22:29
  I
• 22:29
  would
• 22:29
  be
• 22:30
  looking
• 22:30
  at
• 22:30
  that
• 22:30
  if
• 22:31
  it
• 22:31
  was
• 22:31
  just
• 22:31
  a,
• 22:31
  something
• 22:32
  that
• 22:32
  was
• 22:32
  stuck
• 22:32
  in
• 22:33
  a
• 22:33
  hospital,
• 22:33
  I
• 22:33
  wouldn't
• 22:33
  it,
• 22:34
  it
• 22:34
  wouldn't
• 22:34
  be
• 22:34
  a
• 22:34
  parameter
• 22:35
  that
• 22:35
  I
• 22:35
  would
• 22:35
  measure.
• 22:35
  Yeah.
• 22:36
  No,
• 22:36
  there's,
• 22:37
  I
• 22:37
  mean,
• 22:37
  there's
• 22:37
  still
• 22:37
  a
• 22:37
  ton
• 22:38
  of
• 22:38
  the
• 22:38
  traditional
• 22:38
  metrics
• 22:39
  and
• 22:39
  they're
• 22:39
  available
• 22:40
  and
• 22:40
  everything
• 22:41
  else.
• 22:41
  And,
• 22:41
  we
• 22:41
  do,
• 22:42
  we
• 22:42
  rely
• 22:42
  on
• 22:42
  some,
• 22:43
  but
• 22:43
  ultimately,
• 22:44
  believe
• 22:44
  it
• 22:44
  or
• 22:45
  not,
• 22:45
  I,
• 22:46
  we
• 22:46
  don't,
• 22:46
  I
• 22:46
  don't
• 22:46
  look
• 22:46
  at
• 22:46
  a
• 22:46
  lot
• 22:47
  of
• 22:47
  metrics
• 22:47
  anymore.
• 22:48
  Just
• 22:48
  the
• 22:48
  gut,
• 22:48
  if
• 22:49
  you're
• 22:49
  in
• 22:49
  tune
• 22:49
  and
• 22:49
  you're
• 22:50
  dealing
• 22:50
  with
• 22:50
  it
• 22:50
  every
• 22:51
  day
• 22:51
  on
• 22:51
  a
• 22:51
  daily,
• 22:51
  and
• 22:52
  I
• 22:52
  think
• 22:52
  you
• 22:52
  might
• 22:52
  actually
• 22:53
  catch
• 22:53
  more
• 22:53
  that's
• 22:54
  missed
• 22:54
  in
• 22:54
  the
• 22:54
  metrics.
• 22:55
  I
• 22:55
  think
• 22:55
  numbers
• 22:55
  can
• 22:55
  sometimes
• 22:56
  be
• 22:56
  misleading.
• 22:57
  Yes.
• 22:57
  And
• 22:57
  for
• 22:57
  us
• 22:58
  at
• 22:58
  least
• 22:58
  to
• 22:58
  this
• 22:58
  point.
• 22:59
  Now,
• 22:59
  don't
• 22:59
  get
• 22:59
  me
• 22:59
  wrong,
• 23:00
  as
• 23:00
  we
• 23:00
  get
• 23:00
  bigger,
• 23:00
  like
• 23:01
  we're
• 23:01
  bringing
• 23:01
  in
• 23:01
  some
• 23:01
  AI
• 23:02
  and
• 23:02
  Snowflake
• 23:02
  database
• 23:03
  and
• 23:03
  stuff
• 23:03
  to
• 23:03
  try
• 23:03
  to
• 23:04
  analyze
• 23:04
  all
• 23:04
  this
• 23:05
  stuff,
• 23:05
  and
• 23:05
  I
• 23:05
  think
• 23:05
  that's
• 23:05
  gonna
• 23:06
  be
• 23:06
  hugely
• 23:06
  important.
• 23:07
  But
• 23:07
  in
• 23:07
  terms
• 23:08
  of
• 23:08
  what
• 23:08
  we've
• 23:08
  done
• 23:08
  so
• 23:09
  far,
• 23:09
  we
• 23:09
  have
• 23:09
  not
• 23:10
  really
• 23:10
  relied
• 23:10
  on
• 23:10
  metrics
• 23:11
  at
• 23:11
  all.
• 23:11
  I
• 23:11
  think
• 23:12
  actually
• 23:12
  it's,
• 23:13
  I
• 23:13
  understand
• 23:14
  how
• 23:14
  you
• 23:14
  get
• 23:14
  bigger,
• 23:14
  you've
• 23:14
  gotta
• 23:14
  look
• 23:15
  at
• 23:15
  things.
• 23:15
  But
• 23:15
  I
• 23:15
  think,
• 23:15
  yeah,
• 23:16
  by
• 23:16
  the
• 23:16
  same
• 23:16
  token,
• 23:17
  I've
• 23:17
  seen
• 23:17
  lots
• 23:17
  of
• 23:17
  companies,
• 23:18
  especially
• 23:18
  small
• 23:18
  companies,
• 23:19
  often
• 23:19
  why
• 23:20
  they
• 23:20
  start
• 23:20
  investing
• 23:21
  loathing
• 23:21
  data.
• 23:22
  Yeah.
• 23:22
  And
• 23:22
  they're
• 23:22
  looking
• 23:22
  at
• 23:23
  everything
• 23:24
  and
• 23:24
  they're
• 23:24
  not
• 23:24
  actually
• 23:24
  doing
• 23:24
  any
• 23:25
  work,
• 23:25
  actually.
• 23:25
  'cause
• 23:25
  it
• 23:25
  was,
• 23:26
  it's
• 23:26
  almost
• 23:26
  like
• 23:27
  what
• 23:27
  the
• 23:27
  analysis
• 23:27
  paralysis
• 23:28
  whereby,
• 23:29
  that's
• 23:30
  a
• 23:30
  good
• 23:30
  word.
• 23:30
  Yeah,
• 23:30
  exactly.
• 23:31
  And
• 23:31
  I
• 23:31
  think
• 23:32
  what
• 23:32
  you
• 23:32
  said
• 23:32
  is
• 23:32
  that
• 23:33
  if
• 23:33
  you
• 23:33
  know
• 23:33
  the
• 23:33
  market
• 23:34
  well
• 23:34
  yeah.
• 23:34
  And
• 23:35
  you're
• 23:35
  going
• 23:35
  out
• 23:35
  and
• 23:35
  that's
• 23:36
  always
• 23:36
  what
• 23:36
  I
• 23:36
  do
• 23:36
  in
• 23:36
  the
• 23:37
  first
• 23:37
  instance.
• 23:37
  I'll
• 23:37
  just
• 23:37
  go
• 23:38
  and
• 23:38
  speak
• 23:38
  to
• 23:38
  lots
• 23:38
  of,
• 23:38
  lots
• 23:38
  and
• 23:39
  lots
• 23:39
  of
• 23:39
  people
• 23:39
  because
• 23:39
  that,
• 23:40
  that
• 23:40
  in
• 23:40
  itself
• 23:40
  is
• 23:40
  data.
• 23:41
  Yes.
• 23:41
  Writing
• 23:42
  that
• 23:42
  down
• 23:42
  and
• 23:42
  collating
• 23:43
  that.
• 23:43
  But
• 23:43
  I
• 23:43
  think
• 23:43
  when
• 23:44
  you
• 23:44
  just
• 23:44
  start
• 23:44
  going
• 23:44
  and
• 23:44
  saying,
• 23:44
  oh,
• 23:45
  I'm
• 23:45
  gonna
• 23:45
  pay
• 23:45
  for
• 23:45
  this
• 23:45
  database
• 23:46
  and
• 23:46
  I'm
• 23:46
  gonna
• 23:46
  pay
• 23:46
  for
• 23:46
  that
• 23:46
  analysis
• 23:47
  and
• 23:47
  I'm
• 23:47
  gonna
• 23:47
  pay
• 23:47
  for
• 23:47
  this.
• 23:48
  And
• 23:48
  you're
• 23:48
  like,
• 23:48
  well,
• 23:49
  but
• 23:49
  I've
• 23:49
  spoken
• 23:50
  to
• 23:50
  these
• 23:50
  15
• 23:50
  people
• 23:51
  and
• 23:51
  it's
• 23:51
  very
• 23:52
  clear
• 23:52
  what
• 23:52
  the
• 23:52
  problem
• 23:53
  is.
• 23:53
  It's
• 23:53
  very
• 23:53
  clear
• 23:54
  what
• 23:54
  I
• 23:54
  need
• 23:54
  to
• 23:54
  do
• 23:55
  to
• 23:55
  actually
• 23:55
  get
• 23:55
  the
• 23:55
  product
• 23:55
  in
• 23:56
  and
• 23:56
  how
• 23:56
  I
• 23:56
  need
• 23:56
  to
• 23:56
  use
• 23:56
  it
• 23:57
  and
• 23:57
  how
• 23:57
  I
• 23:57
  need
• 23:57
  to
• 23:57
  affect
• 23:57
  the
• 23:57
  patients
• 23:58
  rather
• 23:58
  than
• 23:58
  just
• 23:59
  spending
• 23:59
  loads
• 23:59
  and
• 23:59
  loads
• 24:00
  of
• 24:00
  money.
• 24:00
  Especially
• 24:00
  I've
• 24:01
  noticed
• 24:01
  when
• 24:01
  people
• 24:01
  get
• 24:01
  funding,
• 24:02
  when
• 24:02
  people
• 24:02
  get
• 24:02
  funding,
• 24:03
  they're
• 24:03
  very
• 24:03
  waste
• 24:04
  wasteful
• 24:04
  with
• 24:04
  the
• 24:05
  money.
• 24:05
  See
• 24:05
  that?
• 24:05
  Yeah.
• 24:05
  Yeah.
• 24:05
  Because
• 24:06
  if,
• 24:06
  oh,
• 24:06
  I've
• 24:06
  got
• 24:06
  this,
• 24:06
  I've
• 24:07
  got
• 24:07
  two,
• 24:07
  2
• 24:07
  million
• 24:08
  pounds
• 24:08
  in
• 24:08
  seed
• 24:08
  funding,
• 24:09
  right.
• 24:09
  I'm
• 24:09
  just
• 24:09
  gonna
• 24:09
  do
• 24:09
  all
• 24:10
  the
• 24:10
  things
• 24:10
  that
• 24:10
  I've
• 24:10
  seen
• 24:11
  on.
• 24:11
  I
• 24:11
  was
• 24:11
  gonna
• 24:11
  say
• 24:11
  drag
• 24:11
  thems
• 24:12
  then
• 24:12
  you
• 24:12
  don't
• 24:12
  have
• 24:12
  dragons.
• 24:13
  Shark
• 24:13
  tank.
• 24:13
  Yeah.
• 24:14
  All
• 24:14
  these
• 24:14
  things
• 24:14
  I've
• 24:14
  seen
• 24:15
  on
• 24:15
  shark
• 24:15
  tanks.
• 24:16
  So
• 24:16
  I'm
• 24:16
  gonna
• 24:16
  do
• 24:16
  this
• 24:16
  and
• 24:16
  I'm
• 24:16
  gonna
• 24:17
  do
• 24:17
  and
• 24:17
  you're
• 24:17
  thinking,
• 24:17
  no,
• 24:17
  just
• 24:17
  go
• 24:18
  out
• 24:18
  to
• 24:18
  the
• 24:18
  market
• 24:18
  and
• 24:18
  speak
• 24:19
  to
• 24:19
  people.
• 24:19
  That's
• 24:19
  the
• 24:19
  best
• 24:20
  way
• 24:20
  to
• 24:20
  understand.
• 24:21
  And
• 24:21
  speaking
• 24:22
  of
• 24:22
  Amazon's
• 24:22
  healthcare
• 24:23
  moment,
• 24:23
  I
• 24:23
  was
• 24:23
  listening
• 24:24
  to
• 24:24
  a
• 24:24
  little
• 24:24
  short
• 24:25
  reel
• 24:25
  or
• 24:25
  something
• 24:26
  and
• 24:26
  it
• 24:26
  was
• 24:26
  Jeff
• 24:26
  Bezos
• 24:27
  and
• 24:27
  he
• 24:27
  was
• 24:27
  talking
• 24:28
  about,
• 24:28
  he
• 24:28
  said,
• 24:28
  it
• 24:28
  turns
• 24:29
  out
• 24:29
  that
• 24:29
  most
• 24:30
  of
• 24:30
  the
• 24:30
  most
• 24:30
  important
• 24:31
  decisions
• 24:31
  you
• 24:31
  make
• 24:32
  come
• 24:32
  from
• 24:32
  your
• 24:32
  gut.
• 24:32
  If
• 24:32
  you
• 24:33
  have
• 24:33
  data
• 24:33
  available,
• 24:33
  sure.
• 24:34
  Listen
• 24:34
  to
• 24:34
  it,
• 24:34
  but
• 24:35
  you've
• 24:35
  really
• 24:35
  gotta
• 24:36
  trust
• 24:36
  your
• 24:36
  gut.
• 24:36
  And
• 24:36
  I
• 24:37
  think
• 24:37
  that,
• 24:37
  there's
• 24:37
  really
• 24:38
  no
• 24:38
  substitute
• 24:38
  for
• 24:38
  that.
• 24:39
  And
• 24:39
  I
• 24:39
  don't
• 24:39
  know,
• 24:39
  I
• 24:39
  wish
• 24:40
  more
• 24:40
  people
• 24:40
  would
• 24:40
  do
• 24:40
  it,
• 24:40
  and
• 24:41
  I
• 24:41
  think
• 24:41
  because,
• 24:42
  cause
• 24:42
  I
• 24:42
  get
• 24:42
  a
• 24:42
  lot
• 24:42
  of
• 24:42
  people
• 24:43
  on
• 24:43
  the
• 24:43
  team,
• 24:43
  they'll
• 24:43
  argue
• 24:43
  with
• 24:43
  you
• 24:44
  because
• 24:44
  they're
• 24:44
  like,
• 24:44
  there's
• 24:44
  the
• 24:44
  data.
• 24:45
  This
• 24:45
  is,
• 24:45
  and
• 24:45
  I'm
• 24:45
  like,
• 24:46
  no,
• 24:46
  it's
• 24:46
  not.
• 24:46
  Right.
• 24:47
  Well,
• 24:47
  the
• 24:47
  interesting
• 24:47
  thing
• 24:48
  is,
• 24:48
  I'll
• 24:48
  think
• 24:48
  about
• 24:49
  this
• 24:49
  a
• 24:49
  lot
• 24:49
  actually.
• 24:50
  When
• 24:50
  I
• 24:50
  was
• 24:50
  thinking
• 24:50
  about
• 24:50
  decision
• 24:51
  making
• 24:51
  and
• 24:52
  thinking
• 24:52
  about
• 24:52
  how
• 24:52
  do
• 24:52
  you
• 24:52
  make
• 24:53
  decisions,
• 24:53
  and,
• 24:53
  got
• 24:54
  the
• 24:54
  Colin
• 24:54
  Powell,
• 24:55
  74-year-old
• 24:56
  and
• 24:56
  I,
• 24:56
  and.
• 24:56
  I
• 24:56
  just
• 24:57
  started
• 24:57
  thinking
• 24:57
  that
• 24:57
  actually
• 24:57
  your
• 24:58
  gut
• 24:58
  is,
• 24:58
  a
• 24:59
  level
• 24:59
  of
• 24:59
  data
• 24:59
  because
• 25:00
  yeah,
• 25:00
  if
• 25:00
  you've
• 25:01
  got
• 25:01
  any
• 25:01
  level
• 25:01
  of
• 25:01
  experience,
• 25:02
  it's
• 25:02
  not
• 25:02
  just
• 25:02
  plucked
• 25:03
  out
• 25:03
  thin
• 25:03
  air.
• 25:04
  It's
• 25:04
  basically
• 25:05
  experience
• 25:05
  that
• 25:05
  you've
• 25:06
  had
• 25:06
  over
• 25:06
  the
• 25:06
  time
• 25:07
  you've
• 25:07
  seen
• 25:07
  this,
• 25:08
  you've
• 25:08
  seen
• 25:08
  that.
• 25:08
  So
• 25:09
  it's,
• 25:09
  it
• 25:09
  is
• 25:09
  actually
• 25:09
  data.
• 25:10
  It's
• 25:10
  not
• 25:10
  just,
• 25:11
  I've
• 25:11
  woken
• 25:11
  up
• 25:11
  one
• 25:11
  morning
• 25:12
  thought
• 25:12
  I'll
• 25:12
  just
• 25:12
  do
• 25:13
  this.
• 25:13
  Exactly.
• 25:13
  It's
• 25:13
  based
• 25:14
  on
• 25:14
  experience,
• 25:14
  isn't
• 25:14
  it?
• 25:15
  It
• 25:15
  is.
• 25:15
  Yeah,
• 25:15
  it
• 25:15
  is.
• 25:16
  I
• 25:16
  mean,
• 25:16
  it's
• 25:17
  just,
• 25:17
  it's.
• 25:17
  Basically
• 25:17
  all
• 25:18
  the
• 25:18
  cumulative
• 25:18
  data
• 25:19
  that
• 25:19
  you've
• 25:19
  now,
• 25:20
  I
• 25:20
  mean,
• 25:20
  if
• 25:20
  you're
• 25:21
  someone,
• 25:21
  one
• 25:21
  of
• 25:21
  those
• 25:21
  people
• 25:22
  that
• 25:22
  you
• 25:22
  know,
• 25:22
  hasn't
• 25:22
  had
• 25:22
  a
• 25:22
  ton
• 25:23
  of
• 25:23
  experiences,
• 25:24
  well
• 25:24
  then
• 25:24
  maybe
• 25:24
  you
• 25:24
  don't
• 25:25
  trust
• 25:25
  your
• 25:25
  gut.
• 25:25
  But
• 25:25
  if
• 25:25
  you've
• 25:26
  been
• 25:26
  around
• 25:26
  and
• 25:27
  you
• 25:27
  have
• 25:27
  all
• 25:27
  of
• 25:27
  these
• 25:27
  layers,
• 25:28
  it,
• 25:28
  it
• 25:28
  goes
• 25:29
  straight
• 25:29
  into
• 25:29
  your
• 25:29
  gut.
• 25:29
  And
• 25:30
  that's
• 25:30
  what
• 25:30
  that
• 25:30
  is.
• 25:30
  It's
• 25:31
  just
• 25:31
  the,
• 25:32
  you
• 25:32
  know
• 25:32
  that,
• 25:32
  that
• 25:32
  direction,
• 25:33
  you're
• 25:33
  tuning
• 25:33
  out
• 25:33
  the
• 25:33
  noise
• 25:34
  and
• 25:34
  you're
• 25:34
  saying,
• 25:34
  what
• 25:35
  is
• 25:35
  my
• 25:35
  gut
• 25:35
  telling
• 25:36
  me
• 25:36
  to
• 25:36
  do?
• 25:36
  Which
• 25:37
  is
• 25:37
  that
• 25:37
  experience.
• 25:38
  Yeah.
• 25:38
  And
• 25:38
  I
• 25:38
  think
• 25:38
  you're
• 25:39
  right.
• 25:39
  I
• 25:39
  mean,
• 25:39
  I'm
• 25:39
  not
• 25:39
  saying
• 25:40
  you
• 25:40
  got
• 25:40
  thorn
• 25:40
  waves,
• 25:40
  right.
• 25:40
  But
• 25:41
  90%
• 25:42
  of
• 25:42
  the
• 25:42
  time,
• 25:42
  I
• 25:42
  think
• 25:43
  that
• 25:43
  when
• 25:43
  I've
• 25:43
  gone
• 25:43
  with
• 25:43
  my
• 25:44
  gut.
• 25:44
  Yes.
• 25:44
  Over
• 25:44
  data.
• 25:45
  Yes,
• 25:45
  I've
• 25:45
  made
• 25:46
  the
• 25:46
  right
• 25:46
  decision
• 25:47
  because
• 25:47
  you
• 25:48
  understand
• 25:48
  the
• 25:48
  market
• 25:49
  and
• 25:49
  it's
• 25:49
  just
• 25:49
  like
• 25:49
  when
• 25:49
  you're
• 25:49
  looking
• 25:49
  at
• 25:50
  a
• 25:50
  larger
• 25:50
  language
• 25:50
  learning
• 25:51
  model.
• 25:51
  So
• 25:51
  if
• 25:51
  you
• 25:52
  look
• 25:52
  at
• 25:52
  chat
• 25:52
  GPTI
• 25:53
  put
• 25:54
  stuff
• 25:54
  into
• 25:54
  chat
• 25:54
  GPT,
• 25:55
  and
• 25:55
  it's
• 25:55
  like
• 25:55
  my
• 25:56
  own
• 25:56
  personal
• 25:56
  argumentative
• 25:57
  assistant
• 25:58
  because
• 25:58
  I'm
• 25:58
  like,
• 25:59
  that's
• 25:59
  not
• 25:59
  right.
• 26:00
  And
• 26:00
  what
• 26:00
  I
• 26:00
  find
• 26:00
  amazing
• 26:00
  about
• 26:01
  a
• 26:01
  w
• 26:01
  goes,
• 26:01
  no.
• 26:02
  Yeah,
• 26:02
  you're
• 26:02
  correct.
• 26:03
  Yeah.
• 26:03
  And
• 26:03
  it'll
• 26:03
  give
• 26:03
  you,
• 26:04
  it'll
• 26:04
  give
• 26:04
  you
• 26:04
  furious
• 26:05
  days.
• 26:05
  And
• 26:05
  you'd
• 26:05
  say,
• 26:06
  where'd
• 26:06
  you
• 26:06
  get
• 26:06
  the
• 26:06
  reference
• 26:07
  from?
• 26:07
  That
• 26:07
  from
• 26:07
  Yes.
• 26:07
  Is,
• 26:07
  that's
• 26:07
  not
• 26:08
  true.
• 26:08
  Oh,
• 26:09
  yeah,
• 26:09
  I,
• 26:09
  that
• 26:09
  happened
• 26:09
  too.
• 26:10
  Exactly.
• 26:10
  You're
• 26:10
  right.
• 26:10
  To
• 26:11
  call
• 26:11
  me
• 26:11
  out
• 26:11
  on
• 26:11
  that.
• 26:11
  And
• 26:12
  I
• 26:12
  said,
• 26:12
  well,
• 26:12
  I
• 26:12
  don't
• 26:13
  have
• 26:13
  to
• 26:13
  call
• 26:13
  you
• 26:13
  out.
• 26:13
  Just
• 26:14
  give
• 26:14
  me
• 26:14
  the
• 26:14
  right
• 26:14
  information.
• 26:15
  Please.
• 26:16
  That's
• 26:16
  funny.
• 26:16
  You've
• 26:17
  had
• 26:17
  that
• 26:17
  happen.
• 26:17
  Yeah.
• 26:17
  Other
• 26:18
  day
• 26:18
  it
• 26:18
  happened
• 26:18
  to
• 26:18
  me.
• 26:18
  I
• 26:18
  was
• 26:18
  like,
• 26:19
  what?
• 26:19
  What?
• 26:20
  Yeah,
• 26:20
  you're
• 26:20
  right.
• 26:20
  I
• 26:20
  was
• 26:20
  like,
• 26:20
  well,
• 26:21
  thanks.
• 26:21
  Yeah,
• 26:22
  exactly.
• 26:22
  Okay,
• 26:22
  so
• 26:22
  we're
• 26:22
  coming
• 26:23
  to
• 26:23
  the
• 26:23
  end
• 26:23
  before,
• 26:24
  before
• 26:24
  we
• 26:24
  get
• 26:24
  into
• 26:24
  our
• 26:24
  little
• 26:24
  decision
• 26:25
  scenario.
• 26:26
  So
• 26:26
  if
• 26:26
  you're
• 26:26
  looking
• 26:26
  to
• 26:27
  the
• 26:27
  future
• 26:27
  What,
• 26:28
  or
• 26:28
  what,
• 26:28
  or
• 26:29
  do
• 26:29
  you
• 26:29
  see
• 26:30
  emerging
• 26:30
  trends,
• 26:31
  that
• 26:31
  will
• 26:31
  shape
• 26:32
  the
• 26:32
  landscape
• 26:33
  of
• 26:33
  people
• 26:33
  moving
• 26:34
  to
• 26:34
  a
• 26:34
  more
• 26:35
  decentralized
• 26:36
  Healthcare,
• 26:37
  let's
• 26:37
  say
• 26:37
  in
• 26:37
  the
• 26:37
  next
• 26:37
  five
• 26:37
  years?
• 26:38
  If,
• 26:39
  is
• 26:39
  that
• 26:39
  the
• 26:39
  direction
• 26:39
  of
• 26:39
  travel
• 26:40
  or
• 26:40
  is
• 26:40
  it
• 26:40
  still
• 26:41
  quite
• 26:41
  niche?
• 26:41
  In
• 26:42
  five
• 26:42
  years
• 26:42
  time,
• 26:42
  what
• 26:43
  are
• 26:43
  your.
• 26:43
  I
• 26:44
  do,
• 26:44
  I
• 26:44
  think
• 26:44
  we're
• 26:44
  in
• 26:44
  the
• 26:45
  middle
• 26:45
  of
• 26:45
  a
• 26:45
  revolution,
• 26:46
  and
• 26:46
  I
• 26:46
  think
• 26:46
  we're
• 26:46
  gonna
• 26:47
  see
• 26:47
  a
• 26:47
  lot
• 26:48
  more
• 26:48
  things
• 26:49
  that
• 26:49
  are
• 26:49
  actually
• 26:49
  meeting
• 26:50
  patients
• 26:50
  where
• 26:50
  they
• 26:50
  are.
• 26:51
  Especially,
• 26:52
  one
• 26:52
  of
• 26:52
  the
• 26:52
  things
• 26:52
  that
• 26:52
  I'm
• 26:52
  seeing
• 26:53
  now
• 26:53
  is
• 26:53
  the,
• 26:54
  Facebook
• 26:54
  is
• 26:54
  bringing
• 26:55
  medicine
• 26:55
  to
• 26:55
  people,
• 26:56
  with
• 26:56
  the
• 26:56
  algorithms
• 26:57
  and
• 26:57
  the
• 26:57
  targeting
• 26:58
  and
• 26:58
  stuff
• 26:58
  with,
• 26:59
  you
• 26:59
  see
• 26:59
  it,
• 26:59
  whether
• 26:59
  it's
• 26:59
  the
• 27:00
  GLP
• 27:00
  ones
• 27:01
  or
• 27:01
  the,
• 27:01
  like
• 27:01
  himss
• 27:02
  for
• 27:02
  example.
• 27:03
  Well,
• 27:03
  I
• 27:03
  mean
• 27:03
  now
• 27:03
  it's
• 27:04
  basically,
• 27:04
  when
• 27:04
  you're
• 27:05
  scrolling
• 27:05
  at
• 27:05
  night,
• 27:05
  you're
• 27:06
  gonna
• 27:06
  get
• 27:06
  an
• 27:06
  ad
• 27:06
  if
• 27:06
  you've
• 27:07
  been
• 27:07
  Googling
• 27:07
  for
• 27:07
  something
• 27:08
  that
• 27:08
  you're
• 27:08
  concerned
• 27:09
  about,
• 27:09
  and
• 27:09
  it,
• 27:09
  they're
• 27:10
  making
• 27:10
  it
• 27:10
  so
• 27:10
  easy
• 27:11
  that
• 27:11
  you
• 27:11
  can
• 27:11
  just
• 27:11
  tap
• 27:12
  on
• 27:12
  your
• 27:12
  phone
• 27:13
  and
• 27:13
  the
• 27:13
  next
• 27:13
  thing
• 27:13
  you
• 27:13
  know,
• 27:14
  you've
• 27:14
  got,
• 27:14
  a
• 27:14
  new
• 27:14
  medication
• 27:15
  at
• 27:15
  your
• 27:15
  door.
• 27:15
  So
• 27:16
  I
• 27:16
  think
• 27:16
  that
• 27:16
  type
• 27:16
  of
• 27:17
  trend
• 27:17
  is
• 27:17
  going
• 27:18
  to
• 27:18
  increase.
• 27:18
  I
• 27:19
  just,
• 27:19
  it's
• 27:19
  so
• 27:19
  convenient
• 27:20
  for
• 27:20
  patients.
• 27:20
  I
• 27:21
  don't
• 27:21
  see
• 27:21
  that
• 27:21
  going
• 27:21
  in
• 27:21
  reverse.
• 27:22
  Obviously
• 27:22
  they're
• 27:23
  gonna
• 27:23
  have
• 27:23
  to
• 27:23
  watch
• 27:23
  out
• 27:23
  for
• 27:24
  the
• 27:24
  regulatory
• 27:24
  concerns
• 27:25
  and
• 27:25
  stuff
• 27:25
  like
• 27:25
  that.
• 27:25
  But
• 27:26
  yeah,
• 27:26
  I
• 27:26
  call
• 27:26
  it
• 27:26
  retail
• 27:27
  medicine
• 27:27
  and
• 27:27
  I
• 27:27
  think,
• 27:28
  just
• 27:28
  on
• 27:28
  the
• 27:28
  cusp
• 27:29
  of
• 27:29
  it
• 27:29
  really
• 27:29
  changing,
• 27:30
  in
• 27:30
  my
• 27:30
  opinion,
• 27:31
  over
• 27:31
  the
• 27:31
  next,
• 27:31
  five
• 27:31
  to
• 27:31
  10
• 27:32
  years.
• 27:32
  We'll
• 27:33
  definitely
• 27:33
  watch
• 27:33
  the
• 27:33
  space.
• 27:33
  And
• 27:33
  there's
• 27:33
  one
• 27:34
  last
• 27:34
  question
• 27:35
  for
• 27:35
  all
• 27:36
  the
• 27:36
  listeners.
• 27:36
  Or
• 27:37
  the
• 27:37
  clinicians
• 27:37
  will
• 27:37
  listen.
• 27:37
  So
• 27:38
  if
• 27:38
  you,
• 27:38
  if
• 27:39
  there
• 27:39
  are
• 27:39
  clinicians,
• 27:40
  who
• 27:40
  have
• 27:41
  got
• 27:41
  maybe
• 27:42
  a
• 27:42
  technology
• 27:42
  that
• 27:43
  they're
• 27:43
  thinking
• 27:43
  about,
• 27:43
  what
• 27:44
  would
• 27:44
  your.
• 27:44
  Advice
• 27:45
  be
• 27:45
  to
• 27:46
  somebody
• 27:46
  like
• 27:46
  that
• 27:47
  in
• 27:47
  terms
• 27:47
  of
• 27:47
  how
• 27:48
  would
• 27:48
  they
• 27:48
  bridge
• 27:49
  the
• 27:49
  gap,
• 27:49
  that
• 27:50
  gap
• 27:50
  in
• 27:50
  access
• 27:50
  and
• 27:51
  quality
• 27:51
  of
• 27:51
  case
• 27:51
  for
• 27:51
  underserved
• 27:52
  populations?
• 27:53
  What's
• 27:53
  been
• 27:53
  happening
• 27:53
  to
• 27:54
  me
• 27:54
  is,
• 27:54
  this
• 27:54
  has
• 27:54
  happened
• 27:55
  exactly
• 27:55
  to
• 27:55
  me.
• 27:56
  I'm
• 27:56
  like,
• 27:56
  how
• 27:56
  do
• 27:56
  I
• 27:56
  fill
• 27:57
  this
• 27:57
  need
• 27:57
  here?
• 27:58
  I
• 27:58
  have
• 27:58
  something
• 27:58
  like
• 27:58
  this,
• 27:59
  so
• 27:59
  I'm
• 27:59
  Googling
• 27:59
  something
• 28:00
  and
• 28:00
  I
• 28:00
  didn't
• 28:01
  realize,
• 28:01
  but
• 28:01
  we're
• 28:01
  sending
• 28:02
  signals
• 28:02
  out
• 28:02
  into
• 28:03
  the
• 28:03
  internet
• 28:03
  and
• 28:03
  these
• 28:03
  Apollo
• 28:04
  AI
• 28:05
  and
• 28:05
  all
• 28:05
  of
• 28:05
  these
• 28:05
  advanced,
• 28:06
  platforms,
• 28:07
  now
• 28:07
  they're
• 28:07
  waiting
• 28:08
  to
• 28:08
  pounce
• 28:08
  on
• 28:08
  it
• 28:08
  and
• 28:09
  they're
• 28:09
  shuttling
• 28:09
  you.
• 28:10
  To
• 28:10
  groups
• 28:10
  and
• 28:10
  organizations
• 28:11
  that
• 28:11
  are
• 28:11
  looking
• 28:11
  for
• 28:11
  somebody
• 28:12
  that's
• 28:12
  sending
• 28:12
  out
• 28:12
  that
• 28:13
  signal.
• 28:13
  The
• 28:13
  next
• 28:13
  thing
• 28:13
  you
• 28:13
  know,
• 28:14
  I
• 28:14
  get
• 28:14
  10
• 28:14
  solutions
• 28:15
  in
• 28:15
  my
• 28:15
  inbox
• 28:16
  over
• 28:16
  the
• 28:16
  next
• 28:16
  couple
• 28:16
  of
• 28:16
  weeks.
• 28:17
  So
• 28:17
  I
• 28:17
  think
• 28:18
  really,
• 28:18
  and
• 28:18
  I
• 28:18
  vet
• 28:19
  those,
• 28:19
  I
• 28:19
  go
• 28:19
  through
• 28:20
  them,
• 28:20
  I
• 28:20
  listen
• 28:20
  to
• 28:20
  them,
• 28:21
  I
• 28:21
  open
• 28:21
  'em
• 28:21
  up.
• 28:21
  And
• 28:22
  even
• 28:22
  though
• 28:22
  I
• 28:22
  don't
• 28:23
  necessarily
• 28:23
  go
• 28:23
  with
• 28:24
  them,
• 28:24
  and
• 28:24
  a
• 28:24
  lot
• 28:24
  of
• 28:24
  people
• 28:24
  just
• 28:25
  swipe
• 28:25
  right,
• 28:25
  it's
• 28:26
  a
• 28:26
  sales
• 28:26
  thing,
• 28:26
  I'll
• 28:27
  listen
• 28:27
  to
• 28:27
  the
• 28:27
  pitch
• 28:28
  'cause
• 28:28
  I
• 28:28
  learn.
• 28:28
  And
• 28:28
  then
• 28:29
  I'm
• 28:29
  like,
• 28:29
  you
• 28:29
  know
• 28:29
  what?
• 28:30
  That's
• 28:30
  kind
• 28:30
  of
• 28:30
  close
• 28:31
  to
• 28:31
  this
• 28:31
  solution.
• 28:31
  And
• 28:32
  you
• 28:32
  get
• 28:32
  an
• 28:32
  idea
• 28:32
  and
• 28:32
  then
• 28:32
  you
• 28:33
  find
• 28:33
  there
• 28:33
  actually
• 28:33
  is
• 28:34
  a
• 28:34
  product
• 28:34
  or
• 28:34
  a
• 28:34
  solution
• 28:35
  out
• 28:35
  there
• 28:35
  available
• 28:35
  to
• 28:36
  you.
• 28:36
  I'm
• 28:36
  finding
• 28:36
  that's
• 28:37
  what
• 28:37
  I'm
• 28:37
  finding
• 28:37
  useful
• 28:38
  for
• 28:38
  filling
• 28:39
  these,
• 28:40
  needs
• 28:40
  that
• 28:40
  we
• 28:40
  have.
• 28:41
  No,
• 28:41
  and
• 28:41
  I
• 28:41
  appreciate
• 28:42
  that
• 28:42
  and
• 28:42
  I
• 28:42
  really
• 28:43
  appreciate
• 28:43
  you
• 28:43
  coming
• 28:44
  on,
• 28:44
  and
• 28:44
  just
• 28:45
  as
• 28:45
  a
• 28:45
  quick
• 28:45
  recap,
• 28:46
  the
• 28:46
  thing
• 28:46
  that
• 28:46
  I
• 28:46
  was
• 28:47
  writing
• 28:47
  furiously
• 28:48
  through,
• 28:48
  all
• 28:48
  the
• 28:48
  way
• 28:49
  through
• 28:49
  and
• 28:49
  the
• 28:49
  thing
• 28:49
  that
• 28:49
  really.
• 28:50
  If,
• 28:50
  I'll
• 28:51
  try
• 28:51
  to
• 28:51
  break
• 28:51
  it
• 28:51
  down.
• 28:51
  In
• 28:52
  terms
• 28:52
  of
• 28:52
  the
• 28:52
  success
• 28:53
  that
• 28:53
  you've
• 28:53
  had
• 28:53
  and,
• 28:53
  your
• 28:54
  advice
• 28:54
  for
• 28:54
  other
• 28:54
  people.
• 28:54
  If
• 28:55
  persistence,
• 28:55
  just
• 28:56
  keep
• 28:56
  going.
• 28:56
  Keep
• 28:57
  moving.
• 28:58
  Yeah.
• 28:58
  Understand,
• 28:58
  the
• 28:58
  value
• 28:59
  and
• 28:59
  explain
• 28:59
  the
• 29:00
  value.
• 29:00
  Partnerships
• 29:01
  kept
• 29:01
  coming
• 29:01
  through
• 29:02
  all
• 29:02
  the
• 29:02
  way
• 29:02
  through
• 29:02
  patient
• 29:03
  centricity,
• 29:04
  and
• 29:04
  focus
• 29:05
  on
• 29:05
  the
• 29:05
  patient
• 29:05
  reward.
• 29:06
  So
• 29:06
  that's
• 29:06
  my
• 29:07
  takeaway.
• 29:07
  But
• 29:07
  that's,
• 29:08
  said
• 29:08
  better
• 29:08
  than
• 29:08
  me.
• 29:09
  Abso,
• 29:09
  absolutely.
• 29:10
  Yep.
• 29:10
  That's
• 29:10
  come
• 29:10
  out
• 29:11
  of
• 29:11
  a
• 29:11
  lot
• 29:11
  of
• 29:11
  that.
• 29:11
  So
• 29:11
  thank
• 29:11
  you
• 29:12
  very
• 29:12
  much
• 29:12
  for
• 29:12
  that.
• 29:12
  Thank
• 29:12
  you
• 29:13
  very
• 29:13
  much.
• 29:13
  I
• 29:13
  really
• 29:13
  appreciate
• 29:13
  it
• 29:13
  and
• 29:14
  I
• 29:14
  really
• 29:14
  enjoyed
• 29:14
  the
• 29:14
  conversation.
• 29:15
  Yeah,
• 29:15
  it
• 29:15
  was
• 29:15
  great.
• 29:15
  Thank
• 29:16
  you
• 29:16
  very
• 29:16
  much.
• 29:16
  And
• 29:16
  what
• 29:17
  we're
• 29:17
  gonna
• 29:17
  do
• 29:17
  now
• 29:18
  is
• 29:18
  go
• 29:18
  into
• 29:18
  the
• 29:19
  decision
• 29:19
  scenario,
• 29:20
  which
• 29:20
  ryan
• 29:21
  will
• 29:21
  then,
• 29:22
  give
• 29:22
  us
• 29:22
  an
• 29:22
  answer,
• 29:22
  which
• 29:22
  we're
• 29:23
  not
• 29:23
  gonna
• 29:23
  go
• 29:23
  through
• 29:23
  on
• 29:23
  this
• 29:23
  episode,
• 29:24
  but
• 29:25
  we
• 29:25
  will
• 29:25
  then,
• 29:26
  pick
• 29:26
  it
• 29:26
  apart
• 29:26
  on
• 29:27
  the
• 29:27
  next
• 29:27
  episode.
• 29:27
  So
• 29:27
  obviously
• 29:28
  you
• 29:28
  have
• 29:28
  to
• 29:28
  come
• 29:28
  back
• 29:28
  and
• 29:28
  listen
• 29:29
  to
• 29:29
  the
• 29:29
  next
• 29:29
  episode
• 29:29
  to
• 29:30
  find
• 29:30
  out.
• 29:30
  So
• 29:30
  I'm
• 29:31
  just
• 29:31
  gonna
• 29:31
  give
• 29:31
  you
• 29:31
  what
• 29:31
  the
• 29:31
  decision
• 29:32
  scenario
• 29:33
  question
• 29:33
  is.
• 29:33
  Which
• 29:33
  is
• 29:34
  imagine
• 29:34
  you
• 29:34
  are
• 29:34
  at
• 29:35
  a
• 29:35
  crossroads
• 29:35
  in
• 29:36
  your
• 29:36
  company's
• 29:36
  growth
• 29:36
  strategy.
• 29:37
  Your
• 29:37
  mobile
• 29:38
  healthcare
• 29:38
  services
• 29:38
  are
• 29:38
  getting
• 29:39
  instruction,
• 29:39
  but
• 29:40
  you
• 29:40
  need
• 29:40
  to
• 29:40
  decide
• 29:41
  how
• 29:41
  to
• 29:41
  expand
• 29:42
  your
• 29:42
  reach
• 29:42
  effectively.
• 29:43
  Do
• 29:43
  you
• 29:43
  a,
• 29:43
  invest
• 29:44
  heavily
• 29:44
  in
• 29:44
  digital
• 29:44
  marketing
• 29:45
  to
• 29:45
  attract
• 29:46
  more
• 29:46
  patients
• 29:46
  directly
• 29:47
  through
• 29:47
  online
• 29:47
  platforms?
• 29:48
  Do
• 29:48
  you
• 29:48
  b
• 29:49
  form
• 29:49
  strategic
• 29:49
  partnerships
• 29:50
  with
• 29:50
  established
• 29:51
  hospitals
• 29:51
  to
• 29:51
  leverage
• 29:52
  their
• 29:52
  networks
• 29:53
  and
• 29:53
  credibility?
• 29:53
  Do
• 29:53
  you
• 29:53
  see
• 29:54
  focus
• 29:55
  on
• 29:55
  developing
• 29:56
  new
• 29:56
  service
• 29:56
  offerings
• 29:57
  rather
• 29:57
  than
• 29:58
  scaling
• 29:58
  existing
• 29:58
  ones,
• 29:59
  or
• 29:59
  do
• 29:59
  you
• 29:59
  d.
• 30:00
  Prioritize
• 30:00
  international
• 30:01
  expansion
• 30:01
  in
• 30:02
  markets
• 30:02
  that
• 30:02
  have
• 30:02
  shown
• 30:03
  interest
• 30:03
  in
• 30:03
  your
• 30:03
  services.
• 30:04
  And
• 30:05
  don't
• 30:05
  forget,
• 30:05
  come
• 30:05
  back
• 30:05
  next
• 30:06
  time
• 30:06
  to
• 30:06
  find
• 30:06
  out
• 30:07
  what
• 30:07
  Ryan
• 30:07
  says.
• 30:08
  And
• 30:08
  if
• 30:08
  you're
• 30:08
  building
• 30:09
  a
• 30:09
  MedTech
• 30:10
  business
• 30:10
  and
• 30:11
  you're
• 30:11
  not
• 30:11
  sure
• 30:11
  whether
• 30:12
  your
• 30:12
  next
• 30:12
  move
• 30:12
  should
• 30:12
  be
• 30:13
  around
• 30:13
  evidence,
• 30:14
  market
• 30:14
  access,
• 30:14
  commercialization,
• 30:15
  distributor
• 30:16
  strategy.
• 30:16
  Or
• 30:17
  adoption.
• 30:17
  Do
• 30:18
  not
• 30:18
  guess.
• 30:19
  Book
• 30:19
  a
• 30:19
  healthcare
• 30:20
  export
• 30:20
  accelerator
• 30:21
  diagnostic
• 30:21
  Call
• 30:21
  with
• 30:22
  me.
• 30:22
  Use
• 30:23
  my
• 30:23
  link
• 30:23
  in
• 30:23
  the
• 30:23
  show
• 30:24
  notes.
• 30:24
  And
• 30:24
  in
• 30:25
  that
• 30:25
  session
• 30:25
  I'll
• 30:26
  help
• 30:26
  you
• 30:26
  identify
• 30:27
  the
• 30:27
  specific
• 30:27
  constraints
• 30:28
  blocking
• 30:29
  your
• 30:29
  momentum
• 30:30
  and
• 30:30
  the
• 30:30
  commercial
• 30:31
  move
• 30:31
  most
• 30:32
  likely
• 30:32
  to
• 30:32
  unlock
• 30:33
  your
• 30:33
  progress.
• 30:34
  Thanks
• 30:34
  for
• 30:34
  tuning
• 30:34
  in.
• 30:35
  Until
• 30:35
  next
• 30:35
  time,
• 30:36
  thanks
• 30:36
  for
• 30:36
  listening.
• 30:37
  Keep
• 30:37
  challenging
• 30:38
  your
• 30:38
  assumptions
• 30:39
  and
• 30:39
  keep
• 30:39
  growing.