Tell me about the group of choice, what it's intended to do, and how you get there.

Yeah, so this is a, you know, again, we've lived through, you know, five years plus now of COVID and misinformation and challenges in healthcare, right? So a lot of distrust has developed in healthcare.

And OSF is not unique to this.

But you quickly realize, and frankly, I'm just personally dismayed by the fact that patients no longer believe that a healthcare system like OSF is trustworthy, right? And you start to think about, okay, so why is this the case? Well, frankly, we don't meet their expectations on most things, right? We talked about earlier about access being a critical piece, right? You have to be able to get a hold of me and get the information you need.

I have to make sure when I have a visit with you that I do what I said I'm gonna do and follow up with you to make sure that, you know, again, we're moving down a path to optimize your health and we're not dropping the ball anywhere.

And so I think over time healthcare has strayed from – for a lot of reasons has strayed from sort of that objective, right? I mean we focus a lot on all the things that we have to do in healthcare.

But frankly, it's less about the patient to be honest.

Everybody has to buy in.