Rory Driscoll

So you've won that business.

So the only question is how big is the market?

And you're right, you can say total drug companies spend on quote unquote drugs, drug advertising is 20 to 30 billion.

But Harry, a good half of that is TV ads to consumers, right?

So for a lot of these drugs, especially the long-term conditions, the advertising is not going to the doctors, it's actually going to the individuals who are wrestling with the disease so they can build consumer preference.

So that halves the market, right?

And on top of that, if you look at

pharma companies spend on trying to reach medical professionals.

Actual direct-to-doctor advertising is to a $3 billion marketplace, which is now getting a little bit smaller.

And you then have a whole bunch of these infamous pharmaceutical reps.

So a lot of this marketing is done in person.

So you have the folks just calling on doctors, bringing donuts, saying, hey, here's a sample pack of my nice new arthritic drug.

Give it to your consumers.

For open evidence to get to that valuation, what they have to do is one of two things.

Either A, they have to blow open some of that budget away from pharma reps calling on doctors and move more of that budget online, which, by the way, is a totally credible thing to do.

But that's what they have to do.

Or they have to expand into other services to doctors.

And just like, I think, Doximity—for example, Doximity, a product they added that was a really clever product is—

a scheduling app with a kind of phone number that doctors could use that wasn't their personal cell.

Because doctors want to give out their cell so people can reach it, but they don't want to give out their personal cell.