What tipped you off that something was wrong and you need to also pivot?

One thing one of my investors, Bill Evans at Rocks Health Capital, always tells me is that the market doesn't lie.

So as you're in a market, it doesn't matter how great your research is.

It doesn't matter how good your PowerPoint slides are.

People don't want to buy it.

They don't want to buy it.

And what was clear to us at that time, as we were going into more of a direct consumer product in Houston at the time, was that people were just not prepared to buy a ramp out of pocket.

I mean, how difficult was that to sell that idea that someone has to pay for not being in the hospital, but buying a health plan as a preventive measure for the future? It's a different concept altogether.

With primary care providers not necessarily knowing, you know, what kind of homes their patients live in, how do you get referrals? Or, yeah, how do people know to refer Rosarium Health for patients? Yeah.

A lot of grassroots, a lot of, you know what's interesting? A lot of the things that I learned from my time at Michigan around community-based participatory research, it's all the same guidelines of thinking about where do people spend their third place in their life? So outside of home and work, where do they go? Is it to the church? Is it to this community center? Is it to these areas? Working with area agencies on aging, which is a great resource in a community to help older adults understand what they have access to beyond covered services.

but things like bills on wills, education courses.

So finding those community leaders and community-based organizations, engaging with them.

We do a lot of in-services, so very similar to my time as an academic, just teaching people on this benefit, teaching clinicians about value-based care, teaching physicians about some of these different businesses.

And then what's critical to our business is that we always need a doctor's note to authorize a home modification.

We always need a person's primary care provider, PCP, to prescribe them a modification.

My goal with Rosarium is to be the