Adit
Implementation PlaybookDSO · Group Practice

Adit

Step-by-step implementation guide — pre-implementation checklist, onboarding, staff training, go-live runbook, and ROI tracking.

Adit — Implementation Playbook (DSO)

Adit Implementation Playbook

Patient Communication AI for Dental Support Organizations


1. Executive Summary

What Adit Does

Adit is a comprehensive patient communication and practice growth platform that automates appointment reminders, recall campaigns, two-way texting, online scheduling, review management, and patient engagement workflows. The platform consolidates multiple communication channels into a unified dashboard while leveraging AI to optimize timing, messaging, and patient outreach sequences.

Why DSOs Benefit from Patient Communication AI at Scale

DSOs operating 15–50+ locations face a multiplicative challenge: every location runs its own communication workflows, often with inconsistent processes, variable staff execution, and siloed data. Patient communication AI delivers compounding returns at scale through:

  • Standardization: Unified messaging templates, recall sequences, and engagement protocols eliminate location-to-location variability that erodes brand consistency and operational efficiency
  • Data Aggregation: Centralized analytics reveal cross-portfolio patterns—which locations have appointment confirmation gaps, where no-show rates spike, which recall campaigns actually convert
  • Labor Arbitrage: Automating routine outreach (reminders, confirmations, recall) across 50 locations doesn't require 50x the front desk headcount—it requires one platform configured correctly
  • Scalable Patient Experience: Consistent, timely communication becomes a brand differentiator rather than a lottery based on which office a patient visits

Expected Timeline: Decision to Full Deployment

Phase Duration Milestone
Pre-Implementation Weeks 1–2 Contracts signed, baseline metrics captured, stakeholder alignment complete
Pilot Wave (2–3 locations) Weeks 3–5 Full deployment at pilot sites, initial learnings documented
Wave 2 (5–8 locations) Weeks 6–9 Expanded rollout with refined playbook
Wave 3+ (remaining locations) Weeks 10–16 Full portfolio deployment
Optimization Weeks 17–20 ROI validation, workflow refinements, steady-state operations

Total timeline for 30-location DSO: 16–20 weeks to full deployment


2. Pre-Implementation Checklist (Weeks 1–2)

Technical Requirements

Hardware

☐ Verify each location has workstations running Windows 10+ or macOS 11+ (3 years old or newer preferred) ☐ Confirm minimum 8GB RAM on primary front desk workstations ☐ Validate monitors support modern browser interfaces (1920x1080 resolution minimum) ☐ Inventory existing phone systems—identify locations using VoIP vs. traditional landlines

Software

☐ Document current PMS version at each location (Dentrix, Eaglesoft, Open Dental, other) ☐ Verify browser compatibility (Chrome 90+, Edge 90+, Safari 14+) ☐ Catalog existing patient communication tools to be replaced or integrated ☐ Identify any third-party integrations currently in use (payment processors, insurance verification, etc.)

Network

☐ Confirm minimum 50 Mbps download / 10 Mbps upload at each location ☐ Verify firewall allows HTTPS traffic on standard ports ☐ Document VPN configurations if centralized IT manages location security ☐ ⚠️ Test network stability during peak hours (9–11 AM, 2–4 PM)—unstable connections cause sync failures

Vendor Onboarding Steps

Step Owner Timeline Notes
🔵 Execute enterprise agreement and BAA Legal + Vendor Day 1–3 Ensure BAA covers all locations under single agreement
🔵 Assign dedicated Customer Success Manager Vendor Day 3 Request CSM with DSO experience
🔵 Schedule enterprise onboarding kickoff Vendor + Central Ops Day 5 Include IT, Ops, and Regional leads
🔵 Obtain sandbox/test environment access Vendor Day 5–7 Request test environment for configuration validation
🔵 Establish support escalation contacts Vendor Day 7 Document Tier 1, 2, and 3 contacts with SLAs

Key Vendor Contacts to Establish

  • Enterprise Account Executive (contract/commercial issues)
  • Customer Success Manager (ongoing relationship)
  • Technical Implementation Lead (integration support)
  • Support Escalation Manager (critical issue resolution)
  • Security/Compliance Contact (HIPAA, data questions)

Data/Access Prerequisites

☐ Compile PMS admin credentials for each location (or centralized credentials if applicable) ☐ Document API keys if PMS integrations are API-based ☐ Prepare patient data export samples from 2–3 representative locations for migration testing ☐ 🔵 Complete Adit's data mapping questionnaire for each PMS type in your portfolio ☐ Verify phone numbers to be used for SMS outreach are registered/verified (10DLC compliance) ☐ ⚠️ Inventory existing patient communication consent records—Adit requires documented opt-in for SMS

Internal Stakeholder Alignment

🟣 Stakeholder Alignment Map

Stakeholder Role Engagement Level Key Concerns Communication Cadence
Board/Investors Oversight Inform ROI, timeline, risk Monthly summary
CEO/COO Executive Sponsor Decide Strategic alignment, budget Bi-weekly briefing
Chief Dental Officer Clinical Oversight Consult Patient experience, clinical workflow Weekly during pilot
VP Operations Implementation Lead Own Execution, timeline, resources Daily during rollout
IT Director/MSP Technical Lead Own Integration, security, support Daily during implementation
Regional Managers Cascade Execution Consult/Own Location readiness, staff adoption Weekly during rollout
Office Managers Location Execution Own Daily workflow, staff training Daily during go-live week
Providers End Users Consult Workflow impact, patient communication Training + as needed
Front Desk Staff Primary Users Inform/Train System usability, workload Training + daily first week

Approval Gates Required

🟣 ☐ Budget approval from CFO/CEO (include implementation costs + monthly SaaS fees) 🟣 ☐ Legal review of BAA and data processing terms 🟣 ☐ IT security review and approval 🟣 ☐ Clinical leadership sign-off on patient communication templates 🟣 ☐ Regional manager acknowledgment of rollout timeline and resource requirements

Baseline Metrics to Capture

Capture these metrics for EVERY location before go-live to enable cross-location comparison and ROI measurement:

Patient Communication Metrics

Metric How to Measure Target Source
Appointment confirmation rate Confirmed appointments ÷ Total scheduled PMS report
No-show rate No-shows ÷ Total scheduled PMS report
Same-day cancellation rate Same-day cancellations ÷ Total scheduled PMS report
Average time to confirm Hours between reminder sent and confirmation received Current system or manual
Recall conversion rate Patients who schedule ÷ Patients contacted for recall PMS or current recall system
Patient response time Average time to respond to outreach Current system

Operational Metrics

Metric How to Measure Target Source
Front desk call volume Inbound calls per day (average) Phone system
Time spent on manual outreach Hours per week on reminders/recalls Staff survey
Online scheduling adoption % of appointments booked online Current system or manual
Patient satisfaction/NPS Survey results Existing survey tool
Google review volume/rating Monthly reviews, average rating Google Business Profile

Revenue Metrics

Metric How to Measure Target Source
Recall revenue per location Production from recall patients monthly PMS
Open chair time (unfilled) Unscheduled operatory hours weekly PMS/schedule analysis
Revenue per patient communication FTE Location revenue ÷ FTE doing patient outreach Financial + staffing data

⚠️ Critical: Use standardized measurement methodology across all locations. Create a data collection template that Regional Managers distribute, ensuring apples-to-apples comparison.

Enterprise-Level Requirements

Network Standards

☐ Document minimum network specifications as a policy (50/10 Mbps, <50ms latency) ☐ Identify locations requiring network upgrades before rollout ☐ Determine VPN/tunnel requirements if Adit traffic must route through central infrastructure

Hosting Architecture

Decision Options Recommendation
Data hosting Adit cloud (standard) vs. dedicated instance Adit cloud is standard; dedicated instance rarely needed unless >100 locations
Configuration management Centralized admin vs. location-level Centralized for core settings; location-level for scheduling nuances
User provisioning Manual vs. SSO/directory integration SSO strongly recommended at 15+ locations

🟣 ☐ Decide: Will you require SSO integration (Azure AD, Okta, Google Workspace)? 🔵 ☐ If yes, request SSO configuration documentation from Adit ☐ Plan user provisioning workflow (who creates accounts, how are roles assigned)

Centralized Credentialing

☐ Create standardized user role definitions (Admin, Manager, Staff, Read-Only) ☐ Define access control policy (who can modify templates, who can view reports) ☐ Establish offboarding protocol for terminated employees (immediate access revocation)


3. Location Readiness Assessment

Scoring Framework

Rate each location 1–5 on the following factors, then calculate a composite readiness score:

Factor 1: IT Infrastructure Maturity

Score Criteria
5 Network >100 Mbps, hardware <2 years old, PMS current version, no known IT issues
4 Network 50–100 Mbps, hardware 2–3 years old, PMS within 1 version of current
3 Network 25–50 Mbps, hardware 3–4 years old, PMS 2 versions behind
2 Network <25 Mbps, hardware 4–5 years old, PMS significantly outdated
1 Network unreliable, hardware needs replacement, PMS version not supported

Factor 2: Staff Tenure and Adaptability

Score Criteria
5 <15% annual turnover, staff embraces technology, documented training history
4 15–25% turnover, generally positive toward technology, some training gaps
3 25–35% turnover, mixed technology adoption, inconsistent training
2 35–50% turnover, resistance to change documented, minimal training
1 >50% turnover, active resistance to new systems, no recent training

Factor 3: Patient Volume

Score Criteria
5 High volume (>150 patients/week), stable scheduling, strong recall program
4 Above average volume (100–150/week), consistent scheduling
3 Average volume (75–100/week), typical recall patterns
2 Below average volume (50–75/week), inconsistent scheduling
1 Low volume (<50/week), struggling to fill schedule

Note: High volume = high impact but also higher risk during transition. Weight accordingly.

Factor 4: Tech Stack Compatibility

Score Criteria
5 Dentrix, Eaglesoft, or Open Dental (supported versions); no conflicting tools
4 Supported PMS; 1–2 integrations to manage; minor conflicts expected
3 Supported PMS but older version; moderate integration complexity
2 Less common PMS requiring custom integration; multiple legacy tools
1 Unsupported PMS or significant integration barriers

Factor 5: Local Champion Availability

Score Criteria
5 Tech-forward Office Manager or Lead with bandwidth and enthusiasm
4 Office Manager capable and willing; may need motivation
3 No obvious champion but stable leadership willing to learn
2 Office Manager stretched thin; no clear technology advocate
1 Leadership gap; high turnover in management; active resistance

Composite Score Calculation

Factor Weight Score (1–5) Weighted Score
IT Infrastructure 20% ___ ___
Staff Adaptability 25% ___ ___
Patient Volume 15% ___ ___
Tech Stack 20% ___ ___
Local Champion 20% ___ ___
Total 100% ___

Readiness Tier Assignment

Composite Score Tier Rollout Wave Recommendation
4.0–5.0 High Readiness Wave 1 Candidate
3.0–3.9 Moderate Readiness Wave 2
2.0–2.9 Low Readiness Wave 3 (with remediation)
<2.0 Not Ready Defer until remediation complete

Wave 1 Selection Criteria (Pick 2–3 locations)

☐ Composite score ≥4.0 ☐ Representative of portfolio mix (geography, size, PMS) ☐ Strong local champion identified by name ☐ Not your highest-revenue location (manage risk) ☐ Not your most troubled location (you need early wins) ☐ Ideally includes at least one location from each Regional Manager's territory

Wave 2 Selection Criteria (5–8 locations)

☐ Composite score ≥3.5 ☐ Any remediation items from Wave 1 learnings addressed ☐ Regional balance maintained ☐ Include 1–2 "stretch" locations that are slightly lower readiness to test refined playbook

Wave 3+ Selection Criteria (remaining locations)

☐ All remaining locations with composite score ≥2.5 ☐ Remediation plans in place for lower-scoring locations ☐ May deploy in multiple sub-waves based on capacity


4. Rollout Strategy

Wave Structure

Wave Locations Duration Purpose
Wave 1 (Pilot) 2–3 locations 3 weeks Validate integration, refine training, identify issues
Wave 2 (Expansion) 5–8 locations 3 weeks Test at scale, refine champion model, stress-test support
Wave 3 (Full Deployment) Remaining locations 4–6 weeks Efficient rollout using proven playbook
Optimization All locations Ongoing Refinement, advanced features, ROI validation

Buffer between waves: 1 week minimum for learnings capture, playbook updates, and go/no-go decision

Wave 1 Pilot Selection

Selection Matrix:

Criteria Location A Location B Location C
Composite readiness score ≥4.0
Strong Office Manager as champion
PMS type different from other pilot sites
Geographic accessibility for central team
Not in top 10% of revenue producers
Not currently in operational crisis
Regional Manager highly engaged

🟣 Executive Decision Required: Final selection of Wave 1 pilot locations should be approved by VP Operations and reviewed with CEO/COO.

Timeline Per Wave

Wave 1: Weeks 3–5

Week Activities
Week 3 Integration, configuration, test environment validation
Week 4 Champion training, staff training, dry runs
Week 5 Go-live, intensive support, daily check-ins

Wave 2: Weeks 6–9

Week Activities
Week 6 Refined integration playbook, Wave 2 configuration
Week 7 Champion certification, staff training
Weeks 8–9 Staggered go-lives (2–3 locations per week)

Wave 3+: Weeks 10–16

Week Activities
Week 10 Wave 3A configuration (batch of 5–7)
Week 11 Wave 3A training and go-live
Weeks 12–13 Wave 3B configuration and go-live
Weeks 14–16 Remaining locations, cleanup, stragglers

Go/No-Go Criteria

Advancing from Wave 1 to Wave 2

🟣 ☐ Technical integration stable for ≥5 consecutive days (no sync failures, no data loss) 🟣 ☐ Appointment confirmation rate maintained or improved vs. baseline 🟣 ☐ No-show rate stable or improved vs. baseline 🟣 ☐ Champion training model validated (champions can execute without central hand-holding) 🟣 ☐ Support ticket volume manageable (defined as: <5 critical tickets per location per week) 🟣 ☐ Staff satisfaction pulse survey ≥3.5/5.0 average 🟣 ☐ No unresolved HIPAA/compliance concerns 🟣 ☐ Executive sponsor sign-off documented

Advancing from Wave 2 to Wave 3

🟣 ☐ All Wave 1 criteria sustained across Wave 2 locations 🟣 ☐ Multi-location support model functioning (not bottlenecked on central team) 🟣 ☐ Regional Managers able to lead rollout with minimal central support 🟣 ☐ Playbook documented and validated 🟣 ☐ Vendor support scaled appropriately

Rollback Plan

Triggers for Rollback Decision

  • Critical data sync failure affecting patient records (>24 hours unresolved)
  • HIPAA breach or security incident
  • Patient communication failure at scale (missed appointments, wrong messages)
  • Staff revolt affecting patient care or operations
  • Vendor support collapse (unresponsive >48 hours on critical issues)

Rollback Protocol

If a single location requires rollback:

  1. Champion notifies Regional Manager and Central IT immediately
  2. 🔵 Vendor escalation to Tier 3 support
  3. Decision within 4 hours: fix forward or rollback
  4. If rollback: disable Adit integrations, revert to prior communication workflow
  5. Document root cause before re-attempting deployment
  6. Other locations continue unaffected

If wave-wide rollback required:

  1. VP Operations makes rollback call with vendor escalation lead
  2. Pause all Wave X deployments immediately
  3. Locations already live: decide case-by-case (stable locations may continue)
  4. Root cause analysis within 48 hours
  5. 🟣 Executive briefing on impact and remediation plan
  6. Revised timeline to stakeholders

⚠️ Key Principle: A rollback at one location should NOT automatically stop the entire rollout—isolate the failure, understand the cause, and make location-specific decisions.


5. Configuration & Integration (Weeks 2–3)

Practice Management System Integration

Dentrix Integration

Step Action Owner Time Est.
1 Verify Dentrix version compatibility (G7.4+ recommended) Central IT 15 min/location
2 🔵 Request Dentrix API credentials from Adit support Vendor 24–48 hours
3 Install Adit connector/bridge application on server Central IT or MSP 30 min/location
4 Configure sync settings (patient demographics, appointments, recalls) Adit + IT 45 min/location
5 ⚠️ Test bidirectional sync with sample patient records IT + Champion 30 min
6 Verify appointment status updates flow correctly Champion 15 min
7 Document any custom Dentrix configurations affecting sync IT As needed

Eaglesoft Integration

Step Action Owner Time Est.
1 Verify Eaglesoft version (21.00+ recommended) Central IT 15 min/location
2 🔵 Enable Patterson API access (may require Patterson support) IT + Patterson 1–3 days
3 Configure Adit-Eaglesoft connection via API Adit + IT 1 hour/location
4 Map appointment types and statuses Champion + Adit 30 min
5 Test patient lookup and appointment sync Champion 30 min
6 ⚠️ Verify no conflicts with Eaglesoft's native communication tools IT 15 min

Open Dental Integration

Step Action Owner Time Est.
1 Verify Open Dental version (22.1+ recommended) Central IT 15 min/location
2 Enable Open Dental API and generate API key IT 15 min/location
3 🔵 Provide API key to Adit during onboarding Champion 5 min
4 Configure eConnector or direct API integration Adit 30 min/location
5 Map custom fields and appointment types Champion + Adit 30 min
6 Test full sync cycle Champion 30 min

Note: Open Dental typically has the smoothest integration path due to open API architecture.

Phone System Integration

Step Action Owner Time Est.
1 Inventory current phone systems (VoIP, landline, existing vendor) IT 1 hour
2 🔵 Determine Adit VoIP replacement or integration approach Adit + IT 30 min
3 If porting numbers: initiate port requests (allow 2–4 weeks) IT + Adit Ongoing
4 Configure call routing and voicemail Adit + Champion 1 hour/location
5 Set up after-hours routing Champion 15 min
6 ⚠️ Test inbound/outbound calling before go-live Champion 30 min

Test Environment Setup

☐ 🔵 Request dedicated test instance from Adit (separate from production) ☐ Connect 1–2 pilot locations to test environment first ☐ Create test patient records (do NOT use real patient data in test) ☐ Validate all integration points in test before production configuration ☐ Document test results and sign-off before proceeding

Validation Checklist (Run at Each Location)

☐ Patient demographics sync correctly (name, DOB, contact info) ☐ Appointment data syncs bidirectionally (new appointments, changes, cancellations) ☐ Recall/recare lists sync and update ☐ SMS sends and receives properly ☐ Email sends and tracks opens/clicks ☐ ⚠️ Appointment confirmation updates PMS status automatically ☐ Phone system routes calls correctly ☐ Voicemails record and are accessible ☐ Online scheduling creates appointments in PMS ☐ Review requests trigger after appointments

Data Migration / Historical Data

Consideration Action Notes
Patient communication history 🔵 Discuss import options with Adit May not be necessary if starting fresh
Template library Create or migrate message templates Recommend starting with Adit templates
Recall lists Sync from PMS automatically Verify accurate list before first recall campaign
Existing appointment data Syncs automatically upon integration No manual migration needed

Security and HIPAA Compliance

Enterprise HIPAA Checklist

☐ 🔵 Execute Business Associate Agreement (BAA) at enterprise level ☐ Verify BAA covers all locations and subsidiaries ☐ Document Adit's data encryption approach (in transit and at rest) ☐ Review Adit's SOC 2 Type II report (or equivalent) ☐ Verify data center locations (US-only for most DSOs) ☐ Document data retention and deletion policies ☐ Establish access control policies (role-based access) ☐ Configure audit logging for compliance tracking ☐ Verify employee background check requirements are met (Adit staff) ☐ Document incident response plan and notification procedures

Access Control Configuration

Role Access Level Configuration
Central Admin Full access, all locations 1–2 people max
Regional Manager Full access, their locations 1 per region
Office Manager Full access, single location 1 per location
Front Desk Messaging, scheduling only As needed
Providers Read-only dashboard (optional) As needed

Standardized vs. Location-Specific Configuration

Standardize Centrally (Identical Across All Locations)

☐ Message templates (reminders, confirmations, recall) ☐ Brand voice and tone guidelines ☐ Reminder timing sequence (e.g., 7 days, 2 days, 2 hours) ☐ HIPAA-compliant message language ☐ Review request templates ☐ Online scheduling rules (how far out, how close to appointment) ☐ After-hours messaging

Allow Local Discretion (May Vary by Location)

☐ Office hours (affects when messages send) ☐ Specific provider schedules ☐ Operatory-specific scheduling rules ☐ Local phone number display ☐ Specialty-specific messaging (if applicable) ☐ Holiday schedule variations


6. Team Training Plan

Train-the-Trainer Model

Overview

Rather than central team training every staff member at every location, certify 1 "champion" per location who then trains their own team. This scales efficiently and creates local ownership.

Champion Selection Criteria

Ideal Champion Profile:

  • Office Manager or senior front desk staff (not usually a provider)
  • Minimum 1 year tenure at location
  • Demonstrated technology comfort (uses smartphone apps, learns new software quickly)
  • Strong communication skills (will be explaining to others)
  • Respected by peers (informal influence)
  • Bandwidth to dedicate 4–6 hours to certification, ongoing 1–2 hours/week to support

Selection Process:

  1. Regional Manager nominates 1–2 candidates per location
  2. Central team reviews nominations
  3. Champions confirmed and notified of responsibilities
  4. ⚠️ If no suitable champion exists: flag location for additional support or Wave 3

Champion Responsibilities

Phase Responsibility
Pre-Training Complete Adit certification program; attend central train-the-trainer session
Training Week Train all staff at their location using provided materials
Go-Live Serve as first-line support for staff questions
Post-Launch Track training completion; report issues to Regional Manager
Ongoing Train new hires; lead refresher sessions quarterly

Champion Certification Process

Step Activity Duration Format
1 Self-paced Adit Academy modules 2 hours Online/video
2 🔵 Live certification session with Adit trainer 2 hours Virtual (group of 10–15 champions)
3 Practice teaching scenario 30 min Paired exercise
4 Certification quiz (80% pass rate required) 20 min Online
5 Materials distribution and review 30 min Post-certification

Role-Specific Training Outlines

Training Materials Created Centrally

☐ Quick-start video (5 min overview for all staff) ☐ Role-specific training guides (print and digital) ☐ Day 1 cheat sheets for each role ☐ FAQ document (updated after each wave) ☐ Screen recording of common workflows ☐ Certification quiz for champions

Front Desk / Office Manager Training

Duration: 90 minutes Format: Champion-led, hands-on demonstration Content:

Topic Time Activities
Dashboard overview 15 min Navigate main screens, find key info
Two-way texting 20 min Send/receive messages, search conversations
Appointment management 20 min View confirmations, handle reschedules
Online scheduling 15 min How patients book, how to modify
Recall campaigns 10 min View recall lists, understand automation
Reporting basics 10 min Access key reports, export data

Common Resistance Points:

  • "I like calling patients—texting feels impersonal"
    • Response: Show data on patient preference for text; emphasize you CAN still call when needed
  • "This is more work, not less"
    • Response: Walk through automation replacing manual tasks; show time savings after first week
  • "What if something goes wrong?"
    • Response: Review escalation path; nothing happens without oversight

Day 1 Cheat Sheet - Front Desk:

📱 ADIT QUICK REFERENCE - FRONT DESK

LOGIN: adit.com → Email/Password (or SSO)

COMMON TASKS:
• View unconfirmed appointments: Dashboard → Appointments → Pending
• Send quick text: Patient Profile → Message icon → Type → Send
• Handle inbound text: Conversations tab → Click patient → Reply
• Check voicemails: Phone tab → Voicemail → Play/Mark complete
• View today's confirmations: Dashboard → Today → Confirmed vs. Pending

⚠️ IF PATIENT SAYS THEY DIDN'T GET REMINDER:
1. Check Conversations for delivery status
2. Verify phone number in PMS matches Adit
3. Escalate to Champion if number is wrong

HELP: See [Champion Name] or call Central IT: [phone]

Provider Training (Dentists/Hygienists)

Duration: 30 minutes Format: Champion-led or video + Q&A Content:

Topic Time Activities
What is Adit (overview) 5 min Why we're implementing, what it does
How patients experience it 10 min Sample reminder flow, confirmation process
Your workflow changes 10 min What to expect: fewer interruptions, confirmed schedules
Review requests 5 min How/when patients are asked; what providers see

Key Message for Providers: "Adit works in the background. You won't have a daily task list—your front desk manages it. What you'll notice: more confirmed appointments, fewer no-shows, and patients arriving prepared."

Common Resistance Points:

  • "I don't want automated messages going to MY patients"
    • Response: Messages are practice-branded, clinically appropriate, and improve care continuity
  • "What if it sends the wrong thing?"
    • Response: All templates are pre-approved; edge cases are handled by staff

Day 1 Cheat Sheet - Providers:

📱 ADIT QUICK REFERENCE - PROVIDERS

WHAT YOU NEED TO KNOW:
• Patients now

AI-generated implementation guide based on public vendor information. Verify specifics directly with Adit.