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DOUGLAS FOSTER: For us, we have a business that's fairly
recession proof.
We grew about 40% last year.
We're the largest job growth company in
America, as I mentioned.
The recession, I think, for us, has been to just make sure
that we're continuing to buy every lead possible at the
most cost-efficient manner, and that we do more and more
viral activity, more referrals from our own customers.
That'll allow us to continue to generate leads when people
are maybe losing some confidence.
I think the big thing that we learned through the recession
is, in marketing, you first have to address the fear
before going to the benefit.
So that's been helpful for us to be reassuring with people
that we can work with doctors, with Medicare, and help them
find a path to freedom and independence.
We have a different philosophy as a company.
We have a unique culture.
One of the things that we do is we spend to seize
opportunities.
We have a rigorous suite of business analytics around the
work that we do and our lead generation.
We know exactly how we're performing in all our media
minute by minute, literally.
And we set up the opportunity for our agencies to buy more
when they see opportunities to bring in cost-effective leads.
It has worked incredibly well for us.
And we've been able to seize a lot of opportunity,
particularly during the recession.
I think that's one of the other lessons that we learned
was there was a huge availability.
And we created additional layers of buying opportunity
for our agencies to reach out and buy more leads when they
saw an opportunity to be cost effective.