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It is even larger with the inclusion of atopic dermatitis, for which marketing has just begun. The initial step in the media improvement process included the development of new advertising creatives to be used in television, radio and social media platforms. These creatives were finalized you can try here in June, and their implementation into the campaign began at the end of the second quarter. As many of you know, STRATA employs a highly differentiated direct-to-patient marketing approach. Our approach consists of an ongoing advertising campaign across multiple media outlets, as well as web-based initiatives to increase awareness of XTRAC and drive perspective patients to our call center, or to contact us directly through the web. We are excited about this new enhancements to our advertising campaign, as we believe the new approach will add to the success that was realized over the last several years in our direct-to-patient marketing program. Due to the timing of this deployment, it was too early for us to see sufficient returns in terms of new patient leads from our media spend in the second quarter. As our new media is deployed in the third and fourth quarters of 2016 and into 2017, we are optimistic that our marketing investments will result in meaningful returns. The third area we are addressing is the continuing and growing trend in the dermatology marketplace, whereby consolidation of dermatology practices is taking place through the purchase of individual practices by large corporate groups. An increasing number of the practices in our base of customers are participating in these buyouts, and as a result, it is necessary for us to enter into contractual discussions with these dermatology groups following their buyout of our customer. While these discussions cause reevaluation of the benefits of the XTRAC business model to the group versus the individual dermatologist, we view this consolidation and the ensuing discussions as an opportunity to ultimately increase the deployment of the XTRAC in a greater number of practices owned by these groups.
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