They had all the items already on the website, but by presenting it on this app they really saw a huge uptake of sales.

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"For the uptake to be huge, we need to be able to get the word out to private sector doctors and to patients that these are the tests they should be using and that we are discounting them, " Dr. Pai said.

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Attacking such a huge population of players seeking such a small uptake rate limits our operational risk.

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