Catharine Arnston

And you just have to go out a lot and experiment with things.

So so that's what I've been doing is constantly trying new market segments.

Some will work out, some won't.

But, and observing what other brands in the larger audiences are doing.

Like, I'm not a Kardashian, I'll never be a Kardashian, but they've had a huge success with Skims.

And they're very involved with, obviously they bring,

tens of millions of followers wherever they go.

And we don't have that kind of following.

But there's lots of other consumer brands who I respect.

In my case, Allo, the fitness company, or places like Oura Ring.

And observe what they're doing.

How do they communicate?

I will say when you go into the consumer market...

your marketing materials need to be as short as possible.

Like we're talking two to five words.

When you're in the medical area, like we are, it's the opposite.

You need lots of detail.

We still do the kind of medically related, the American Natural Path Medical Association.

We do lots of sort of holistic health and

Um, whatever.