So, what are those three initiatives, the first one turn to page 11 is the P to P marking campaign. What does that mean? This is not just a new direction in bullet points on investor conference call. We are changing, fixing this company and putting in a very, very different position that has it has been in previously. We will be re-branding which means we’re naming the company. We’ll be re-branding the product pipeline and we will be changing the ticker symbol. This is not an expensive re-branding campaign this is a directional shift that will establish as a life time supplier, treating humanities worst disease with precision and that is cancer. And that means that we need to; quite literally, rip the band-aid off, of which has been lackluster results. And get building the company in the right direction. We do have good examples of where this has worked for us and without sharing too much competitive information we have a count that are showing significance revenue growth. Increase in patients demands, increase in physician utilization. And we went out and we looked at it the last few days about why is it successful. We asked the physicians, we asked administrators, we asked our sales people, we asked our business partners.
And we’ve taken some of those best practices and formulated new programs to replicate that. Our initiative which I’ll be sharing with you over the coming quarter is to add six of these over the year that would look more like our top performing count statistically. Much of this has been derived from the success of the Terumo we’ve had in Europe we’ve had in Europe and it’s very simple establishing standards of excellence we call these universities of ablation. I have these scientific advice report that is made up of the key opinion leaders, the thought leaders in this category to help us with a scientific, clinical and strategic direction for the company. And to provide clinical studies that we can publish, share trade shows and start to move the needle in people’s opinion of our particular microwave ablation as a benefit to offer us fidelity.
And then finally if you flip to my background I spent a lot of time not just in turn-around but also in white space. And a lot in white space where you go out and you attract the consumer’s attention so they understand the treatment options for them. I think this is a tremendous opportunity in this category when a patient is diagnosed, to go to the web. To provide the tools to social media to search engine optimization, to educating those patients to understand how to ask the doctor about the various options. And I believe looking at this that somebody has not been uncalled. See when there’s more patients, who know of the options that we provide, that it’s less invasive as it is safety profile. Limited if any hospitals say and get them back to the normal life, this is great power in helping them how to ask the doctor and have those conversations. So, pushing me in marketing campaign will be a big part of our ability to attract new referrals in those positions in office.
