I have witnessed the fifth “P” of marketing in my company. Rather than the sales reps doing most of the interaction with the surgeons, our marketing department is also very much focused on engaging the customer. They run several different programs to do this. For example, every week they bring surgeons into the office and present on the product portfolio that we offer. They also hold medical education events where they invite surgeons to cadaver labs to show how our products are used and the clinical benefits of our products. They also attend many trade shows and interact with surgeons. Our marketing folks do not spend much time in the office but are often out in the field engaging the customers, so I would say they are highly focused on the fifth “P” of marketing.