Marketing today for any organization is a challenge. The sheer amount of data that is collected on a daily basis through digital interactions, through call center interactions, broker interactions within their own web properties. Being able to harness the data in one place, and have the analytic ability to drive insights from that data. Those are challenges that are never ending. Some payers do that better than others. It’s the combination of the infrastructure, the ability to collect data across all channels and then the ability to be able to harness that data to drive insights and create messaging at a personal one-to-one level is really what’s creating competitive advantage for these organizations.