Do you want to jump right in with that?

Absolutely.

Why don't we start there? I think it's as good a place as any and it kind of leads into the subsequent story as well.

So I think we've spoken on the show before, Dawn, about licanumab, which is one of the disease-modifying therapies that is used.

approved for use here in Canada for people who live with mild cognitive impairment due to Alzheimer's disease or early stage Alzheimer's disease.

And that drug works by clearing some of the amyloid plaques or the precursors to the amyloid plaque that build up in the brains of people who live with Alzheimer's disease.

And licanumab isn't a cure, it doesn't reverse the disease, but the clinical trials have shown that it can slow the progression over time.

And then what about the cost? How difficult is it for people to be able to afford? I don't have any idea how expensive getting this treatment is.

So fill us in on that.

It was interesting, right? Again, I thought that content plans, templates, that kind of stuff were going to help solve the issues.

But when people were coming to calls or providing feedback, they were still like, how do I get more leads? How do I get more realtors to work with me? And then it became, well, I'm not even really using the content.

I don't even have the systems in my business.

I'm busy.

I don't have the time.

And so I started to create, you know, resources for them.

And so I'm curious about that part.

What are you hearing through those conversations?

I think really the first thing I'd like to say is that I don't think we do have an innovation problem, right? So we have an adoption problem.

So we are brilliant in this country at stimulating innovation.

We have SBRI, we've got Innovate UK.

We have the Health Innovation Networks.

We have phenomenal programs to encourage clinical entrepreneurs.

Indeed, right now, I've just stepped out of the Clinical Entrepreneurs Big Pitch event in London.

How is Ripple Scale, what's Ripple Scale doing to kind of bridge that gap and support that adoption piece?