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We had been going through a rebrand for about 5 years. Everybody knew Piedmont. We had high awareness. We had, you know,
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the highest awareness in the market, but nobody necessarily had a good perception. And so, people didn't
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realize in their backyard is a healthcare business that is a top 10 transplant program. And you know, sees
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50, you know, heart patients from all 50 states. Or we see, you know, diagnose 14,000 cancer patients every year. Some
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of the traditional marketing perspectives might say, go tell all people all those data points. And just
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go like, we are a breath, we're scale, we're this. And I think you go back to that kind of Maya Angelou quote of
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people will remember not what you did, but how you made them feel. And so, you think about how we would set
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ourselves apart is communicating how we made our patients actually feel. And being able to tell some of those stories
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is going to resonate more with somebody than throwing out, you know, top 10 transplant program. As a patient, you
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might not have a lot of frame of reference for that, but you can relate to someone's story about what their
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journey is.