It's accelerating, particularly for primary care physicians.

Hospitals and physicians historically have not done a good job with customer service. But there's a sense at some of those hospitals that we need to change because our competition is changing.

We are making the prescribing information much more targeted and useful for physicians.

We are making the prescribing information much more targeted and useful for physicians. The prescribing information over the years, as we learned more and more about medicines, has become very congested and complex. We've heard from physicians it's hard for them to find the information they need.

We are making the prescribing information much more targeted and useful for physicians.

Historically, these esteemed institutions have been able to rely on their reputations. Now they understand that they must provide exceptional service, in addition to their clinical performance.