I get it, a 90-minute conference call certainly is not enough to fully immerse you into eyecare so I'm going to break it down for you. Who are the largest volume eyecare offices? The docs that do cataract surgery. What age are cataract patients? Medicare age. What is Xiidra coverage for our Medicare patients? ZERO percent. The 84% coverage is a very pretty number that focuses on "commercial plans at a national level", but when you break it down into employer carve outs, there's prior auths, step edits, etc. You'll find out soon enough what we're up against. In most accounts, I really don't mind the extra NBU share of voice- you want to drop off a blue card and get a signature, be my guest. But please, please listen to us when we explain accounts that have politics and back stories in place, and stay away when asked. We're all on the same team and should never be pitted against each other. I would have zero clue how to call on ADHD docs. Just don't expect to be making huge impact on these OBU accounts- that'll happen in time with better coverage, because it really is a great drug. Old school pharma loves the "efficacy sells!" message but in today's day, managed care controls the conversation, or we'd be kicking ass by now.