What do I need to be doing about that? And how do I walk it back down?

What we did here at Cardinal in advance of this change, we methodically tried to walk our CPA targets closer to where it had been delivering.

So again, in your example, saying that you had it set to a hundred and twenty dollar target CPA, and you were delivering at eighty, in the weeks preceding this change, we were slowly lowering our target closer to that eighty we were getting so that it didn't have an arbitrary jump up and therefore a loss of efficiency when the change took effect.

So that's a major one.

I think it's always good to align your CPA targets with what you're getting.

We like to talk about them, or at least I do like to talk about targets for target ROAS or target CPA, kind of like magnets.

If your performance is at a hund-- your CPA is at a hundred dollars and you set a target, you want them really close together when you start.

For people planning for next year in kind of this adapted landscape, any advice you would make on how they think about setting their budgets or their ability to be more flexible next year that would help them be more future-proofed against stuff like this?

But talk us through what you would typically do there, what channels you would consider, what's the right messaging, what's the right budget?

Sure.

With healthcare, the need is to typically drive new patients.

That's the goal.

So when a new location is launching, before it launches, you're not really doing that.

Most of these locations are not prepared with scheduling or even have everything in order to be able to do so.

So really, your approach ahead of when a new location launches is going to be fundamentally different in that it is specifically geared around awareness and and engagement.

You can start to tinker with the mix and determine if that channel is needed anymore or the demand in the market is strong enough to meet the needs.