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.
-James Montague
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