Empowering Patients through Education: The Key to Successful Healthcare Marketing with Theresa Porcaro

Announcer: Welcome to the Ignite podcast, the only healthcare marketing podcast that digs into the digital strategies and tactics that help you accelerate growth. Each week, Cardinal’s experts explore innovative ways to build your digital presence and attract more patients. Buckle up for another episode of Ignite.

Alex Membrillo: What’s going on everybody? This is going to be fun. I’ve got a special, special superstar on with us in a medical specialty I don’t know a ton about and one I haven’t heard a ton from, but women’s health is exploding in interest from private equity and generally, I’m excited about that because it’s going to get more interest from marketers and more attention and it needs it. Too much self-diagnosis happening right now, so this is good. We’re going to share some light on that. Everybody welcome Teresa Porcaro, welcome to Ignite. Very happy to have you. How are you doing in Providence?

Theresa Porcaro: I’m good. A little cold, but I’m good. How are you?

Alex: She said it was 30 below and that’ll time this podcast. We’re recording on February 23. I don’t care. We’re going to get it live soon, so we get the trends out. She’s in 30-below weather, so if you’re listening to this in the car, just note you’re warmer than Teresa today.

[laughs]

Teresa, you ended up in healthcare marketing, but you come from AIs, it seems like software tech. How’d you end up here in this safe haven of health care?

Theresa: Yes. I spent my whole career in tech startups so far. Landed in them on accident after college and was really drawn to them. B2B tech and my last startup UiPath, we IPOed, so did the marketing dream, joined at series B, we went public on the stock market and I was pretty content. I wasn’t really looking to go anywhere, but a friend of mine reached out and said I know about this healthcare company and you write a lot about your passion for women’s health and endometriosis, and I’d love for you to talk to the founders. I was like, yes, sure, no problem.

I talked to them, the few doctors, and their biggest problem was they didn’t understand why patients weren’t finding them [laughs]. I was like, “All right, no problem. Let me tell you why.” I had a really frank conversation with them about that and one thing led to another and then I joined the team to build their marketing [laughs]. That’s how it was, it was marketing mixed with passion

Alex: Yes, that’s the best kind. It’s interesting you come from a demand gen background because that is useful in so many ways. You’re used to nurturing events and getting lists and building them and a lot of healthcare markets. I love you all that. Listen to this thing, all three of you, but we’re so focused on new patient acquisition all the time and your background lends more towards nurturing and education. I’d like to learn from you how you’ve translated that. Tell us about the practice of Pelvic Rehabilitation Medicine, correct?

Theresa: Yes. Pelvic Rehabilitation Medicine, it’s a national healthcare company focused on women’s health. We have 13 locations across eight states and expanding. It started because one of our co-founders, Allyson Shrikhande, actually was experiencing frustration in healthcare herself. She after her first child, was experiencing a lot of pelvic health issues and she was super frustrated with what she was getting back from her doctors. She created the treatment protocol that she now offers to all of our patients, and it’s a series of pelvic nerve and muscle treatments that our patients receive.

It helps with various types of pelvic pain conditions and it helps men and women, but I will say that primarily women are our primary patients and primarily endometriosis sufferers. They may not know they have endometriosis when they come to us. They may think they have something else and sadly 75% of them have been misdiagnosed. Whether that is due to just misinformed doctors or misinformed patients, or just a lack of information on the internet. They’re diagnosing on Instagram, they’re diagnosing on Google, and then eventually they’re showing up in our office, very frustrated, 7 to 12 doctors later looking for help.

Alex: It’s mostly the OBs that are Misdiagn– Is the founder of OB?

Theresa: No, she’s actually a podiatrist, which I hadn’t heard of that specialty.

Alex: What the hell is that? [laughs]

Theresa: It’s basically a pain specialist. They focus on anything from the belly button all the way down to the mid-thigh. They do not perform pelvic exams in terms of like you wouldn’t go to them for your OB-Gyn exam or anything like that. We say we quarterback the care of your other doctors. We don’t necessarily take patients from OB-Gyn or urology or pelvic floor PC. We actually work with them, but they can’t do what we do. It’s actually the treatment protocol we offer is the first of its kind in the country and the only one.

Alex: With any of the first of the kind. Do the insurance companies bank it? Is it payer partnerships or it’s all cap state?

Theresa: We previously were only accepting out-of-network benefits and now we have moved into a network with Blue Cross Blue Shield in almost all of our states. It’s been quite difficult in general, especially for the endometriosis population. It’s because it’s so misunderstood. A lot of the care is not backed by insurance. We do have the ability to bill insurance via out-of-network benefits and now in those offices where we are in network with Blue Cross Blue Shield, we can bill insurance. That’s been huge for us. That just started happening in Q4.

Alex: That makes your search campaign. That would be tricky on search because you can only take this BS stuff and you’re going to [inaudible 00:05:58] so many leads. I’m probably– I imagine not spending time on the search. We’ll get to that in a minute. Tell us, I know you are passionate about educating the patient base so that we get more diagnoses that are correct. We get people in the right place at the right time and they don’t have to go through seven misdiagnoses and all of this stuff, right? How do you do that via digital marketing? How do you get to the point where you’re educating them? How do you revise the content? Where do you start? How do you do your research? Walk us through all of that.

Theresa: Yes, I keep telling people at PRM that I’m meeting the patients where they are. I think a lot of times the mistake that has been made, especially at PRM in the past and in healthcare in general, is that we make a lot of assumptions about healthcare patients and we think that they need things that they’re not asking for, whether that’s a research paper or whether that’s just a dictionary of definitions of things. They’re really looking for very educational, very authentic content that explains to them what they’re feeling and validates what they’re feeling. I’ve spent a lot of time trying to get inside the minds of our patient population.

It does help that I do have endometriosis [laughs], but I’ve spent a lot of time talking to our patients, talking to our doctors, and talking to the folks that answer the phones and our office coordinators and asking them what are the questions our patients are asking, what are the concerns that they have? Then doing some SEO-driven research on, what are they looking for? Then creating content around that. I have found that a lot of times they’re truly just looking for answers, what is this condition and how can I solve it? But sometimes they’re just looking for that validation in that community so that they can trust us as a resource and then come back to us for the educational content.

Alex: You’ve been at PRM for how long?

Theresa: Seven months. [laughs]

Alex: Seven months. You started not by acting, but by researching and having discussions with patients and I think we should harp on that quite a bit we get into, right? Let’s drive demand for the boss, the PR, and the PE coming we have to drive patient acquisition and nobody stops to actually talk to the patients and find out what they’re looking to learn. You did your own focus groups, and you’re talking to the patients, the office managers also very important ones are the questions they’re calling and about that helped inform content. You marry that with keyword search volume and all that stuff. Then did you get to write it and then have an MD review? Is it clinically reviewed? Did you write it with ChatGPT? What did we do?

Theresa: Our doctors are writing our blog content right now which is huge. I basically did a bunch of keyword research and a bunch of research based on what I’m hearing and then I assigned topics to our doctors and then optimize them after, because I don’t pretend that I’m the expert, right? I’m not supposed to be telling these patients, why do I have hip pain when I have endometriosis? I don’t know. I’m not the doctor, someone tells me, but the doctor knows. I’m really leading with provider-led content and we have 13 offices nationwide. Then it’s building up their profiles, building up their expertise, and then again at the end driving it back down to here’s how we can help you.

It’s a lot of like, here’s the expert talking about it. Then I’m obviously optimizing the content, but Google wants the content to be helpful, so we need to make sure that it’s helpful for the right reasons and not just some SEO marketer or demand gen marketer writing content that makes sense with keywords. That’s how I’m thinking of it. Then I’m turning that into social posts that are obviously at that point optimized for the social media audience, whether it’s an Instagram carousel or Allyson does sexual health tips with Dr. Ally and it’s a 30-second reel based on questions patients are asking. We’re really trying to be provider-led, but also catering it to the channel.

Alex: Everybody was so excited about the ChatGPT thing and everybody went and spun up a ton of content. I think the only way to stand out is going to be to have the clinical backing and review, make sure it’s useful, unique, has a unique spin. If you don’t have the clinicians reviewing it, writing it from their mind, it’s just as good or bad as ChatGPT you’re not going to rank. It’s not going to help the patient. That’s all.

Theresa: Honestly, it’s going to spit out the wrong stuff. I look at it like keyword research, you can use it to help you inform what you might need to write about. You can use it to inspire you when you plug in a question, but at the end of the day, it’s, in my opinion, to writing what keywords are to SEO, it’ll give you some inspiration but it shouldn’t be driving your entire content strategy because who’s reviewing that? Who says it’s right? I have some friends that work at an SEO agency, they were dabbling with it and telling me that they were asking ChatGPT to write a vlog about the best restaurants in Seekonk, there are no restaurants in Seekonk. They wrote an article. Unless there’s a human in the loop, which coming from a background of automation and AI, there needs to be a human in the loop. That person, whether it’s the writer or the clinical background, then you’re not trusted in the end because you’re putting out wrong information. Especially, with healthcare and a patient population that’s used to being gaslit, all you need is one wrong thing to go out there and you’re canceled. You can’t rely on AI to write your content.

Alex: I think I got canceled this morning on Facebook intergroup with my neighborhood. Hey, there’s a business idea there. Restaurant in Seekonk we’re going to be opening up one soon.

Theresa: They need them.

[chuckles]

Alex: ChatGPT is like a salesperson. It just doesn’t know how to say no. I think everybody’s finding out it’s good for inspiration, but it can’t replace the humans yet. We still have jobs. Writing is still important. Is there a keyword? Endometriosis. People are getting misdiagnosed. Like, let’s talk SEO what is the main keyword, is it pelvic floor rehabilitation? What are you putting on your location pages to drive traffic?

Theresa: Previously before I started, they were trying desperately to rank for pelvic floor rehabilitation, pelvic floor therapy. That was actually a poor strategy because people were getting confused by who we were and what we did because we are not pelvic floor therapy, we actually don’t offer that. We work with pelvic floor therapists. What we’re doing now is we’re actually going educational, full educational, real top funnel. What is endometriosis? Can endometriosis cause pelvic pain? We’re literally diving into those long-tail keywords and semantics, like indexing of what people are searching for and then providing them the content.

Even in my paid strategy, because as you alluded to in the beginning, healthcare and paid is difficult and then you run into insurance and Google is constantly telling me, “No, you can’t do that.” I’m like, “Why?” You have to lead with the education. The benefit there is that there’s so much misinformation out there that because we’ve got the right information, we’re being rewarded accordingly. It’s a little bit longer of a journey for us to get there, which is why I’m really encouraging us to say, okay, paid will get us there as long as we have organic, it’s the fully integrated strategy. We can’t just lean on one thing. We have to drive demand from all avenues. We can’t just say we’ll get people in the door by saying we’re a pelvic pain specialist because they don’t know what that is. We actually have to educate them as well.

Alex: Y’all should check out the website. It’s pelvicrehabilitation.com. Yes, Theresa.

Theresa: Yes.

Alex: Check it out. The service line pages are interesting and actually have the providers at the bottom. Then I love the location pages. I had not seen this before. They have the provider’s actual picture, patients testimonials of course, but then also parking information, and how much is it going to cost? Crossroads, all of that stuff, unique content and helpful for the patients. I thought that was interesting. On search, are you bidding on the upper funnel, long tail keywords?

Theresa: Yes.

Alex: You are, so you’re not bidding on the location-based stuff.

Theresa: We started doing PMax and bidding on the location. In some of our offices, it is working. In New York City, we’re still getting, but in others, we didn’t find it was as successful. Occasionally in our search campaigns, in our condition base, the near me stuff is still working, but what we’re doing is we’re actually funneling everything into the conditions and allowing Google to work for us that way because that’s how our audience is searching.

In some cases they’re saying like endometriosis help near me but really they’re so gaslit and so confused that they’re actually just looking for someone to tell them what’s wrong with them. The thing I mentioned when I first started here is they’re not saying like, “Help me, I have endometriosis.” They’re saying, “Why does my left side hurt? Why do I have constant hip pain?”

That’s what we need to solve for because so many doctors before that have told them that nothing’s wrong with them. That’s the complex thing with our patient population is that we’re trying to build this very authentic relationship. I think that in general, that’s a problem that all healthcare providers now need to solve for because there’s so much information available online that a patient walks in and they have already Googled 9 million things. We need to actually meet them where they are and say like, “Yes, here’s all the possible things. Let me educate you and let’s build a relationship.” One of our providers said recently, “A patient doesn’t care what you know until they know you care.” I think that is what we’re trying to do with all of our marketing strategy. Our call center has been telling me on the phone lately that the patients that are calling in lately from our website leads are already just so much more informed on the phone that it’s so much easier to get them to come in because they know what they’re signing up for. They know like, this is what you do, you can help me. Yes, I want to come in.

Alex: Conversion rates go up when the content is good and educational. Makes it easier on your call center and you’ll convert more. The name of the game this year with more automation and Google and stuff is lead quality, improving your creative and education. That’s so interesting. A lot of provider groups will get away with dermatology near me, dermatologists, acne treatment, or dentists near me. However, they also have specific conditions that aren’t well known. They have new services or treatment lines or something innovative. This is a really unique spin you’ve taken bid on the upper funnel keywords. Not just the lower funnel, easy demand catch. Bid on them, send them to a really educational page with clinician backing and get people aware that way. You mentioned something else that’s interesting. You’re running TikTok or is that Instagram? You have the clinician answering questions. Tell us about that.

Theresa: Yes. We’re just right now hyper-focused on Instagram and that’s really just like a human time thing. It’s just me but I’m hiring a team and we will certainly be expanding, but we’re doing a lot of Instagram lives and we also are having our providers do a lot of reels. Dr. Ally, Allyson Shrikhande she’s really taking the lead on that as our co-founder to lead by example so that all of our other providers can see, one, how easy it is, and two, be inspired to do it as well. A lot of them have their own Instagram accounts and they’re starting to follow suit and build this authority of their own as well.

Ally has done Dr. Ally’s sexual health tip of the week. She’s shooting a bunch of different Q&A questions. Weekly we do various Instagram lives on different topics. It’ll be like 20 minutes of presentation and 10 to 15 minutes of Q&A. Patients respond really well to that. We’re also partnering with others. In Florida, one of our providers has a good relationship with a PT group. Her and that PT are going to go live and they’re going to talk from both perspectives on how they’re treating our patient population. That has been great because it helps us with our referral network and building those relationships, and the patient population as well.

Alex: I’m loving this. We don’t even have to talk trends. That’s it. That’s it right there. Theresa’s doing it right now. Oh my God, I’m never going to say double-click into that. I hate that buzzword. Let’s discuss it more. What is the goal there, like with a multi-site provider group, like you guys? I have questions like the organic social, how do I get that into the right hands? Dr. Ally?

Theresa: Dr. Ally, yes.

Alex: You care less about getting it into those specific locations, the potential patients there, and then building the branded, and education. You guys are so mission-driven. Let’s educate eventually, we’ll be in their state where they can travel. Is that the theory? How do you get that into the right hands or it’s not a concern right now?

Theresa: For me, it’s all about the brand. I think when I first started here, they actually had a separate Instagram account for every location. The first thing I did was say, “Shut those all down,” because I felt like that was way too confusing for the patients. The main Instagram account now is what I say is like, that’s it. That’s where it all happens. That’s where all of our posts go out, that’s where we’re sharing stories, engaging. Then after that, it’s provider-driven. Our providers, if they’re choosing to be online, I’m collaborating with them, I’m contributing with them, I’m sharing their stuff. I am creating and writing every single post we do right now, so God help me. Then I’m doing everything. Dr. Ally being the founder of the company, obviously, her brand is really important as well because she is what started–

Alex: She has her own profiles and she’ll probably–

Theresa: Got her own profile, she’s doing everything and we’re really focused on that. Then from there, it’s like, okay, as part of our main strategy, I focus also on elevating the profiles of each doctor. When I do that, I’ll post something and then mention where they’re treating patients. We also make sure we note that, “Hey, you’re not in one of our states. Let us know. Let’s set up a virtual consultation. Let’s talk more.” Because patients are willing to travel.

Alex: They are.

Theresa: Oh, yes. We’re not willing to say no to anybody because what we offer is so unique and has such a good outcome on it. Our data is so good, a patient might be willing to hop on a plane and come see us, or if it’s drivable, get in the car and come see us. We don’t shut the door on that.

Alex: Building the brand, publishing organic content, is there any advertising component to the upper funnel stuff you’re doing? Are you taking the reels and ad, I don’t know a ton on this and I know we need to move in this direction. Is there any ad component to it?

Theresa: I am doing paid social. I’ve just begun testing this out in various ways, and that’s performing pretty well for us just because that’s where our audience is. Meta can be really tricky about how you’re doing paid social for healthcare. It has to be very top-funnel educational. I’ve been doing a lot of that. Then what else I’ve been doing on the local side is doing click-to-call so that I can do it location-based, which has been interesting. It’s a little harder to track. The other thing I keep cautioning about is that Meta’s forms aren’t HIPAA-compliant. When I run these, I have to run them directly to our website forms, which are HIPAA-compliant. That requires a level of tracking. The thing I’ve been noticing is that often a social media lead needs a little more, they’re not necessarily saying, “Yes, I’m going to see this ad and then I’m going to book an appointment.” They probably need demand gen, they need a resource download, they need a webinar, or something like that, which is something that I love. Send them more content. I’m building that out right now where it’s like, all right, let me get a landing page going with a quick download and then we can email them after and encourage them to get an appointment.

Alex: We found that a lot, the social leads are generally much lower quality. They need to be educated, land them on the site, they’re probably not converting right there. Theresa, so you’re tracking a few things. A few things I want to find out more. What are your KPIs there? Because you’re so focused on upper funnel, are you looking for an overall patient lift for your spend?

Theresa: Yes, we are admits, and what we’re looking for–

Alex: Admits, okay.

Theresa: We have two ways to get them. Obviously, we’ve got a new patient visit, which is someone who comes in for a consult, and then we’ve got an admit, which is someone who does our treatment. We need admits. That’s what I’m gold on. That’s why the demand gen aspect and the education and driving them through the funnel is so important because the more educated they are, the more likely they are to say, “Yes, I want this treatment. I know what it is, I know how it’s going to benefit.” Doctors are just– they’re too busy to spend the amount of time to educate them that much and convince them in that doctor’s appointment. My job, I feel, is to educate that patient enough, so when they meet our doctors, they’re like, “I want this treatment. You’re amazing. Yes. Sign me up.”

Alex: Yes. Very much a B2B player. I see why they brought you on. You’re looking for admits. Are you looking by CPL per channel on your social needs to drive a hundred-dollar lead?

Theresa: Yes.

Alex: $300 admits. You do by channel, but you’re doing a lot of Instagram content, no direct ROI there. Do you have like little indicators that you use and then overall, every month you’re saying we drove 10 admits, we spent $20,000? Is that?

Theresa: Oh, for Instagram, I’m TM coding everything so that I can see how it gets to the website and then I’m using that as leading indicators of how they’re converting on the form. Which is harder because Instagram tells you via Meta, here’s how many people. I’m only sending people right now that way via UTMs. That’s where I’m getting those little feelings where I’m like, “Okay, 9,000 people came to the site from social media this month and we only had 20 people convert on that UTM code. We need a campaign.” We can’t just say, “Yes, it only cost us X amount of dollars. It wasn’t that expensive, but I would love to convert those other 8,000 people.” [laughs] That’s where my mind’s going is the cost per click on social, paid social is so low. To your point earlier, it’s because they’re not as warmed up and they’ll click right through because they find the content great and engaging, but they won’t convert to an appointment right away, they need more.

Alex: Let’s talk about the need more. Do you have an automation? Are you using CRM? Are you using email journey?

Theresa: We are using Salesforce to track everything. We have MailChimp for email and our landing pages are native in the back end of our website. I am dabbling right now with using some MailChimp landing pages on social to drive the email to the landing page.

Alex: Cool. Salesforce CRM. Then MailChimp for the automations, they come in and then very good. Very good. Very good. That’s good. You’re more advanced than 99% of provider groups out there. [laughs]

Theresa: It’s still pretty basic. When we have some newsletters that we’re running that I’m redoing, I’m building out, I want to automate things like once they fill out the new patient visit form, I want to automate them getting a few touchpoints so they’re a little more educated from there too. It’s very me drawing on how things work in B2B, but focusing on the patient instead. It’s very much like what does the patient need information-wise and how can I draw on those typical demand generation mindsets that and love from B2B, but bring it to the patient instead.

Alex: Smart. I love the referral providers that you guys are working to get them into your content. B2B does that, we’re doing that right now. It’s to get into your network. Podcast is generally what people use, but the Instagram, getting people on social, those providers also want to learn how to use it. You getting them on that, they’re like, “Okay, they’ll teach me and all right, I like–” so I didn’t want that lost. That was good. CRM and then we’ve got MailChimp, but we’ve got some automations to make people feel good. After a consult or after admit, do you send automations for the next year? “Hey, this is how to prevent it from happening again? Or like refer a friend or what anything?”

Theresa: We use eCW for our patient portal and our operations eClinical works. It’s like, you know when you go to the doctor and you get a text message after, before that’s like, “Hey, you have an appointment, can you confirm.” That’s a patient portal. Ours is eCW. We have the ability and our operations team does send emails out to patients with surveys and things like that. What I’ve been talking with the operations team about since I started, and they’re very about it, is, “Hey, we should be sending more emails.” We should be emailing the patient like two weeks later. How are you feeling? Like here’s some information about what to expect. We should be continuing to follow up with them, just like you said. That’s the strategy I’m working on in 2023 is like two days before the appointment, send them an email. “Here’s what you should expect.” A week after the appointment, send them an email. “Here’s how you should be feeling now.”

Because our treatment protocol is six weeks long and a lot of times they don’t understand why it’s a series, why six weeks? Ally, Dr. Allyson has actually shot some videos answering a lot of those questions. I want to send those out in an email and stagger those emails out so that patients can hear directly from her, why is it six weeks? Why did we do this? What can you expect to be happening? I think that’s a very reassuring process. Then our operations team has even thought about when they’re in the office after their first treatment, giving them an iPad while they’re sitting there in recovery for those few minutes, letting them watch a video of like, here’s what to expect right now. Basically meeting them where they are and giving them that education and answering their questions before they have them.

Alex: A friend of mine with a video is just starting to reach out to provider group, it’s called Bytonomy. They put the videos in hospital rooms so that, “Hey, you’re about to go in for your appendix is burst. Watch a video, feel better.”

[laughter]

Alex: See what you’re about to go through [laughs]. That’s cool though. You guys have automation that reach out to people after the fact. I just posted about that on LinkedIn. I think in this recessive economy, this net new patient game that we’ve been playing for the last few years is going to get exhausting. There’s just not that much. People are more careful about their dollars to spend more time educating, following up, seeing how people are feeling, making sure we don’t have reactivations of whatever brought them in, and build some more loyalty that way. You’re doing the trends, Theresa. You’ve got CRM, you’ve got the automation, you’re doing upper funnel, social, and education, and bidding on those keywords. Anything else you’re focused on in the next year, you want provider groups or healthcare marketers to know from the B2B side, or anything they should be watching out for investing in a little bit now to get ready for next year.

Theresa: I would say the only thing that I constantly think about is just meeting the patients where they are. I think what you’re saying is so true. They’re more conscious of where they’re spending their money and they’re more aware now more than ever of their– 2022’s word of the year was gaslighting. They’re so aware of what is going on in their bodies. I think the more that we as like a medical community, whether it’s as marketers, as doctors can show them that, “We’re actually here for you. We hear you.” We can do that before they even step in the office with content and show who we are and do that with our marketing efforts. I think we’re set up to win. It’s an easier way to do that. Then you just mentioned, the referral piece, that’s the quickest way to get a new patient. Getting them to tell their friends whether it’s that whether they’re posting a review or they’re posting just user-generated content, about their experience, monitoring that stuff and sharing it is awesome.

Alex: UGC. If we can make one message to every marketer out there working at a provider group, it’s, “Let’s go back to the basics and interview our patients or providers in our office.”

Theresa: Start with the patients and end with the patients.

Alex: We don’t need any tricky tech trends. Let’s just understand the patients and create better content that helps them get the care that they need faster. Right?

Theresa: Absolutely.

Alex: I like that. That’s back to basics, and we’re too quick to get moving on building campaigns and ads campaigns and SEO landing pages and using AI. Really, we just need to understand the patients a little bit better, that won’t get the care they need. I like that, Theresa. Theresa, this has been fun. Where should people reach you? Should they find you on LinkedIn?

Theresa: Yes. LinkedIn’s great.

Alex: All right. Theresa Porcaro, guys. If you forget that, search for restaurants in what’s it, Seekonk?

Theresa: Yes, restaurants in Seekonk. I’m going to be opening one.

Alex: That’s where you’ll find her. Theresa, thanks for joining us on Ignite. This was very fun. I learned a lot, and I love saying that, and that makes today a good day. Thank you for being here.

Theresa: Awesome. Absolutely. It was great to be here.

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