Do you foresee needing to hire additional marketing staff or is that counted in your “front office”?

We have put into our latest financial model a budget for a marketing manager in 2026, and we will assess whether we can further optimize the front desk staff to help with implementation of our marketing plans as we understand their current roles and capacity. Regardless, they will be considered part of our brand experience team, and trained to deliver our messaging, positioning and any upsells of products or services in a way that adds value to the patient experience and increases loyalty to BHC.