Michael J. Farrell
Analyst
Hey, look, I think it’s a great question about Philips. Basically, for those on the call who may not know, Philips worked on a pilot experiment with supermarket/pharmacy chain called Kroger's, and they’ve sent a letter to the industry about this, I am not breaching anything to this, they have made public. Their approach and experimentation with a pilot trial with a mass retail channel was provocative in a market. The immediate question from customers to us was, well, are you guys going to follow and we said no and here is why, we think it’s all about compliance and adherence, and ensuring that patient gets the best setup and the best chance to stick to seek that therapy. And that conversation with a physician, respiratory therapists, or some specialists in the space upfront talking about the comorbidities, heart failure, heart attack, hypertension, diabetes, morbid obesity upfront drives adherence. And the other part of it is just simple business models and what’s won. When you look at brick and mortar book stores, they are going out of business, the Amazon. So why would a patient who is compliant and happy with their mask want to pickup a cushion at Kroger's when they include if let’s say, the HME had setup a good replenishment program and you could just click 1 on your phone or press Yes on a text or click on an iPhone app that maybe the HME had provided or through EasyCare Online or I’m getting it provided for the patient. So we think the best business model will win is the one that drives best compliance and adherence, showing the return on care and that is better business model HMEs and it’s a wake-up call for HMEs. So if you don’t service the patients with cash model options, right, where it’s beyond reimbursement high deductible health plans, that someone else will fill that need. So there wasn’t a huge backlash in the quarter. Our growth numbers were based on solid performance. But it was an interesting experiment and it helped us create some conversations with our HMEs about reimbursement, cash business and replenishment that we think it was in line with our conversations before and was a catalyst for further discussions about maybe penetrating those large regionals and large mom and pops as to and even the small guys about how to drive replenishment, because if you don’t do it, someone else will. That was a sort of experiment and summary from outside.