Yeah.

So you've got to think about, you know, what data do I have to, at my fingertips, um, but also your business model.

You know, do you advertise respiratory health, cough, cold, and flu all the way around the year, or do you only do it in season? Do you start priming ahead of season? And you know, we had some fantastic early, um, search tools that we could see con- you know, incidents starting to bubble, and then you know you switch your media on.

Um, but, uh, you know, rather than wait till it's actually in full, full, full burst, you know, there are kind of people suffering from cold and flu.

So there are definitely different business models and growth models, but I fundamentally believe, um, that, you know, marketing is marketing.

Being single-minded, being clear, you know, doing great communications.

It, it is transferable across.

Mm.