For a series of meetings, if you can reduce the no-show factor by even 1 percent, that can make a significant difference. If you're running a series of 100 dinner meetings and you can get even one more doctor to each one of them, then you've touched 100 more physicians. That has a lot of impact. Even a minimal decrease in the no-show factor can pay volumes in dividends for years to come — if, for example, those 100 doctors were to change their prescribing habits based on what they learned.