And like have done their best to SOP their way around this.

So I'm actually going to talk about the front desk piece because you've got to actually collect the money that people owe you.

Now, whether you bill insurance or you cash pay, but it's the number one thing that I see in practices.

I mean, literally all of them struggle with this.

They have no policy for how do I actually collect the money? And you may have rock stars up at the front desk who, hey, how would you like to pay today? And then you have other people who see a balance.

They're afraid to talk to the patient about a balance.

And so they just say nothing.

So what about the marketing piece? What are some of the best new patient SOPs that you've

and have those key performance indicators that will help you get to where you need to go, but do it sooner than later, right? So if you sat down with a doctor who's never looked at their own P&L in the way that you're talking, what would be the first maybe couple of things that you would want to point them to, or what do you see that most get wrong when they finally do take a look?

I think it's always important, obviously from a P&L perspective, you know, tracking your revenue, right? So we're in the business of making sure that the revenue is there to start.

It's really identifying three to five billing metrics that you can reliably get every single month.

And I know every software is a little different.

And so sometimes how you get those reports is different.

But the key things that I always tell folks to start with is your accounts receivable, right? How much money is owed to you and how old is that accounts receivable? That would be the first.

The number two that I always, always have folks looking at is denials.

So what do you see as the most common thing physician owners assume is fine about their practice finance that usually isn't once they start digging into it a little bit?

But how do I know whether my practice is actually financially healthy or not? Because maybe I'm seeing all these patients and suddenly I'm like, oh, my God, I'm like, I'm losing money.

So I think two habits.

So one, I think sitting down and understanding the growth engine of your business.

I think to your point, what brings patients in? Is it social media? Do I run ads? What is it that is bringing patients in the door? Is it referrals? And how do I make sure that engine continues to grow? Now you may be saying, okay, I have three doctors.

We're all full.

We're good from a patient perspective.

We have a wait list.

The other one is the collection rates from those patients, right?