And the issue is you've gotta expand the universe, and that's gonna be more costly and less efficient," how do we convince these internal marketing team that they've gotta make that shift?

Yeah.

I think it comes down to scenario planning, and I think the root of the evil in many cases is actually the short-term time that most organizations budget and allocate media and also make reactive optimization decisions.

I'll give you an example.

Most of our clients, we've got about five hundred clients, they're making decisions on a monthly P&L, and they have a daily expectation, they have a weekly expectation, they have a monthly expectation.

So going to the CAC example, they're gonna spend a million dollars in marketing this month, and they expect a hundred dollar CAC.

If the CAC comes in at eighty midway through the month, maybe they jack up their spend.

And even if we get nothing else out of it, we will understand that at least the way that we design this funnel is either effective or it is not effective at driving incremental new patients or new customers.

Yeah, yeah.

So that's one way.

That same process, just in reverse.

The second is, ideally, you have some kind of understanding of who your customer is, right? And you know where your customer spends time.Online.

Whether it's traditional or digital media, same thing.

Where are they influenced the most from a media mixed perspective? And there's of course, there's the obvious choices like Meta and TikTok and Google, like we keep talking about.

But there's ones that are less obvious.

And actually, I still believe in search, but I doubt the way that you're managing my search campaigns.