Aesthetic Medicine: Growing Your Practice (2009) Tác giả: Marie Czenko Kuechel Nhà xuất bản: Thieme Medical Publishers part2

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S cti III: Wh r
ir ct u i c , y t r tiv s, th i r c s g th i fu c-
ti u i c , c uti ryi f r ti ( cc pt st r s th-
ic ig ti s), y ur ig ti s (su issi gui i s), th c st f
usi g th t v hic .
Critic t th succ ss f y ur c u ic ti rts is k w g f h w
th s v hic s c pp i t iss i t y ur ss g s s th y chi v
th ir j ctiv s with y ur i t u i c . Ch pt rs x-
t r i t r s f c cti g. Th v hic s us th th-
s ss g s y i r, ut th c st ts r y ur g s h wy ur
r i g r c v y . a th ugh th ss g th s r
s p r t isti ct f r s f c cti g, th y ust r ct th r:
Y ur g is t th s wh r c iv y ur ss g s t -
c p ti ts. Y ur ss g s, cti s, th s ust
c r c cis t xcit th tt ti g r th
trust f th i ivi u .
Curr t p ti ts y s r c iv y ur xt r ss g s. If
th ss g isi c gru t with th ir xp ri c i y ur pr c-
tic , this c c us c fusi , istrust, th p t ti t
s y ur st v u ss ts: y p ti ts.
TH E ART OF CONNECTING
ev f r th s wh r r c u ic t rs, th r r ts wh w
’t k w wh t t s y, h w t s y it, r wh t typ f r sp s w h p t
r c iv . a s y u st ish wh t y u w t t s y h w y u wi iv r
y ur ss g , y u ust thi k ut h w t k ctiv c cti ,
pr v t isc cti , v i wkw r ss with ss g s th t k
th r cipi t u c f rt .
Th t purp s f y ur ss g wi i u c h w it wi s u t
r cipi ts. H w th y i t rpr t it c r su t i curi sity, tt ti , r -
sp s , p sitiv cti — r it c r su t i is iss r v i c .

Ch pt r 0: Wh r Wi Y u C ct?


P URP OSE
T y u th purp s f y ur ss g is c r: y u r c u ic ti g v u-
i f r ti t t y ur u i c whi h pi g y ur usi ss t
succ . Y t t ch r cipi t, th purp s c t t f th ss g y
p rc iv i i r t w y. b c us ch r cipi t t rs th i f r -
ti thr ugh his r h r w u rst i g xp ri c , ss g s
ut y ur pr ctic ust c rry v ry c r c purp s th t sup-
p rts r i f rc s y ur i g , r , issi .
Ma rket P u rp ose
Wh y u t k w th i ivi u s f t rg t u i c , y u ust
us ch r ct ristics thr ugh gr phic rk t r s rch t
h p t r i th ir s i t r sts. This r s rch wi h p y u
th purp s f th ss g s y u s t this gr up sh p th typ f
c u ic ti y u wi s ct. Wh y ur ss g ’s purp s s t p-
p t th i t r sts f y ur t rg t u i c , it u ti t yh s itt v u
wi t c tri ut t y ur succ ss.
Th r r thr isti ct purp s s f r ss g s ir ct t y ur rk t
pr sp ctiv r p t ti p ti ts with c r y uc ti i f r-
ti g s:
bri f, i tr uct ry, r g r i tity ss g s. Th purp s
f th s typ s f ss g s is t c v y y ur i g , r ,
issi i s c s s, pr vi v rvi w f th
s rvic s y u pr vi . m ss g s such s th s wi typic y
pp r th h p g f y ur w sit r i g r ir c-
t ri s ft fu th g f i cr si g y ur visi i ity.
C pr h siv i tr uct ry ss g s. Th ss g s c -
v yy ur i g , r , issi , ut i i t i th
s rvic sy u pr vi , wh r y u pr vi th , h wth y
r pr vi . m ss g swith thisc pr h siv purp s r -
su t fr th i ivi u wh sw rsy ur ph i c u
y ur pr ctic pr , i pri t r y ctr ic iu . Th s
ss g s r i t t i cr s y ur visi i ity uc t
y ur u i c y i gwh y u r , wh ty u , why.

S cti III: Wh r
T rg t i tr uct ry ss g s. Th s ss g s ith r pr -
vi uc ti ut sp ci c s rvic r t f y ur
pr ctic , r th ypr vi i f r ti t t rg t gr up
icit sp ci c r sp s fr th t gr up. Th s s-
s g s i c u c v rs ti s, v rtisi g, r i r ti s
th t uc t th rs ut sp ci c tr t t giv i f r-
ti ut y u s th pr vi r, p ti t uc ti ut
sp ci c tr t t r pr c ur th t c t i s i f r ti
y u s th pr vi r, r t i i f r ti y u s
pr vi r, such s fr physici - r s rvic s sp ci c t
pr c ur r tr t t ( p sticsurg ’s isti g r st
i p t uf ctur r’sw sit ). Th g s fth s ss g s
y t c v y ws, v ty, r i s c s s, c p i c :
y u h v th cr ti s xp ri c t r sp ci c -
vic r tr t t.
Th s thr typ s f ss g s r s t t t rg t p pu ti s pr sp ctiv
p ti ts t g r t i t r st cr t visi i ity f r y ur pr ctic . I y
c s s, y ur c u ic ti with t rg t u i c wi pr gr ss thr ugh
ch f th s thr j ctiv s. e ch j ctiv s y u t th g f ir ct
c u ic ti with p t ti t rg t r p t ti p ti t, thus c v rti g
u k w u i c r i t sur tr c.
IN P RACTICE: Th e Con sisten t Message
Supp s pr ctic h s c r y i tity i its ss g s t t rg t
p pu ti s p t ti c i ts. It h s v p g ss g c -
u ic t s it thr ugh r s v hic s. Th s ss g c ti u s, u -
ch g , r p ti g thr ugh c u t ss cyc s. I s this ft , it tru y
tr u s . It c st f r y rs.
If y u ru th s c sist t y i th s i v r y y rs,
wh t r y u c v yi g? If y u v r up t I t r t isti g, wh t
wh r y u issi g? Wh t ight i c rr ct? F i ur t up t y ur s-
s g s, sp ci yth s th t r f r r chi gt u i c wh s t h v
ir ct r ti ship with y u, i ic t s th t y u r st g t, c p c t,
h v ’t ch g with th ti s. This is t s thi g w ts fr
ic pr ctiti r.

Ch pt r 0: Wh r Wi Y u C ct?


T y w h v y r w ys t c ct with p p th v r f r .
Y ur w w sit is , w s ci i pti s h v c th
rk ti gt fth futur . Ify u ’t F c k, r ify u r ’t l i k I ,
r y u issi g ut? Just c us th s r w pti s f r c u ic ti
s t th y r ppr pri t r v u f r y ur purp s s.
a v c s i surgic tr t ts h v i tr uc wh w p pu-
ti t sth tic ici . If y u ’t r surgic tr t ts, wi
y u sti t r t t i ivi u s wh ’t w t surg ry w ut y
s y?
a th ugh th i g y u pr s t i y ur ss g s sh u c sist t,
sp ci y t u i c s th t t r y h v ir ct r ti ship y
which t ju g y u, th ss g ust t st g t . Y u sh u r vi w y ur
c u ic ti with y ur t rg t p pu ti s p t ti c i ts u y;
this s v ry ir ct ry i which y u r ist , v ry th t y u ru ,
y ur s rvic u, v y ur usi ss c r s. I iti t c r i g th
ccur cy ti i ss f th ss g , r vi w th gr phics i t r-
sts f th t rg t u i c ci wh th r th ss g is chi vi g its
j ctiv s. If it’s t, it is ti t r y ur ss g .
P a tien t a n d Clien t P u rp ose
o c s c s p ti t, y u h v v gr t r t i i-
vi u iz y ur ss g i t i y ur i g , r , issi with
this i ivi u . R c g iz th t s thi g r s sp ci c i t r st
h s pr pt this p rs t c t y ur pr ctic . If y ur ss g s
t r ss th t i t r st, y u wi s th r ti ship. Ify ur ss g s
t supp rt th i g , r , issi c v y i pri r c u ic -
ti t th t p rs , y u wi w k th r ti ship.
but y u s h v f r ss i ivi u iz c u ic ti t this r -
ti ship v , this is wh r st pr ctic s f i . G r c u ic ti
with xisti g c i ts p ti ts is cruci t k p y ur r , i g ,
issi visi t th , v wh th r ti ship is t ctiv . This c-
c p ish s tw thi gs. First, wh th c i t r p ti t ci s t ct, y u
r k w pr vi r. S c , wh th t c i t k ws s s wh
w ts t ct, y u wi c quick y t i .

S cti III: Wh r
IN P RACTICE: Clin ical Overload
I w s c t c su t with pr ctic th t h just c p t r -
r i g. Th y h r c r t t i c u p s t visi s th t r
pr c ur str ti s t v ry pu ic sp t i th c . Th y h ui t
“pr s t ti r ” wh r physici s c uct s i rs -
str t pr c ur s, ft i v ry p rs t i . Th pr ctic h r ui t
th ir w sit t i c u v u s f gthy scripti s pictur s f
r y v ry p ti t wh c s t t i c u ph t gr phs w
f th 0- t 0-p g i f r c s t cu ts f r r y v ry pr c -
ur . Th c g r pr u y st t th t this w s th u ti t i uc -
ti , c cti g with p ti ts t v ry v , t v ry pp rtu ity.
but th pr ctiti r st w r puzz . Pr sp ctiv p ti t tr c w s
t h c ; it w s f i g. Th r w r r qu sti s fr p ti ts, t
f w r. F w r c i ts w r c v rti g, r w r vi g ft r c su -
t ti with ut c itti g t tr t t. Th pr ctic g r ci h r
st f p ti t c r i t rs, pr p r tiv urs s, sch u rs
tt r tr i i g. Sh i v th pr ctic w s ki g th c cti ; th s
t rs w r si p y f i i g t i t i th t c cti c rry
thr ugh t tr t t.
my ss ss t fth situ ti w s si p : this w s c s fc i ic v r-
. n t v ry w ts t s wh t pr c ur t i s, sp ci y if th t
pr c ur is u r t t th p ti t’s g s. d str ti s f v ry p r-
s pr c ur s c k th u i c u c f rt squ ish. a
w sit is t t i tr uc y ur pr ctic c p i iti s. m r pictur s
s t tt r uc ti . l gthy i f r ti c scur th s
r s s h s visit y ur sit : t s uti t p rs .
m r v r, i f r c s t cu t sh u y pr s t i p r-
s . It s rv s purp s t p c it i vi w f th s wh y t ppr -
pri t c i t s, wh y t u rst , r wh yh v giti t c -
c r s qu sti s.
Th c g r is gr with ; th t w s . Th ss h r is
c r: K w wh t y ur pr sp ctiv p ti ts w t iv r it
wh r th y c cc ss it, wh r y u c c ct. C i ic v r c-
curs wh t uch i f r ti is giv t th wr g ti , i th wr g
p c , r t th wr g u i c .
Put sp ci c c pr h siv p ti t uc ti i th h s f th s
wh r i t r st . P c it i sp ci c r s, such s c su t ti r s, r

Ch pt r 0: Wh r Wi Y u C ct?


iv r it vi i wh th pr sp ctiv p ti t c t cts y u with qu sti s
r t sch u c su t ti .
d ’t st p th r . T k f y ur c i ic y sp ci c p ti t uc ti ut
fth w iti gr th r cks th sh v s w s f r w ks
y isp s it ir ct y t th s y u y ur st k w h v i t r st.
T k f y ur g zi s ut f y ur w iti g r , r t st put th i
y c ti t ist c fr s ti g r s. I s ti g r s, p c y ur
g r c u ic ti : ws tt rs, c i ic up t s, pr ctic r chur ,
r chur th t ph siz s y ur cr ti s—thi gs th t c v y y ur v u
v r , wh t y u , wh t is w i t r sti g t th s y u s rv t
rg . d th s f r y ur w sit : r g r i f r ti ut y ur
pr ctic , s rvic s, pr c ur s v th v ry sp ci c ph t gr phs
t i s f r th c su t ti s tti g, wh r th y g.
n w s rv wh t p p r r i g, r qu sti g, r ski g qu sti s
ut. Th sk y urs f wh th r this ch g i th w y y u pr s t t -
ri h s ss y ur i ity t uc t , c v rt, r r t i c i ts p -
ti ts, r h s i pr v it.
Resou rce P u rp ose
R s urc s r wh r y ur c i ts p ti ts y u; s urc s ir ct y ur
c i ts p ti ts t y u. It is ss ti t c u ic t with s urc s
r s urc s; with ut th y u w u t h v y c i ts r p ti ts. a -
th ugh s urc s r s urc s th g r t tr c p t ti c i ts
p ti ts, th y r ppr ch v ry i r t y. C u ic ti g usi g r -
s urc s r quir s ss g s th t g g th r s urc s t supp rt y u i fu -
i g th purp s f c u ic ti with y ur t rg t p t ti c i ts.
Messages of professional outreach xi iz y ur st tus s ic pr f s-
si . T p th h spit s wh r y u r st , th sp ci ty su sp -
ci ty s ci ti s y u g t , th c p i s wh uf ctur r sup-
p y th tr t ts y u i ist r, pr scri , r s . Wh y u g g
th , xpr ssi g y ur v u t th ir u i c whi uph i g c sist t
ppr pri t i g , r , issi , th y wi g r y ssist y u t
us th r f rr c u ic ti pr gr s th y r pr vi rs.

S cti III: Wh r
Messages of commerce w y u t g g th s rvic s y u t r ch
y ur p t ti c i ts. Y ur pr ctic r quir s th s rvic s f th rs, which
y u p y f r, t fu c rt i fu cti s f r y ur usi ss. a g th s s r-
vic s r r s urc s such s th y wp g s, pri t ctr ic i , -
v rtisi g, pu ic r ti s gr phics g ci s, s ftw r pr vi rs,
y ur I t r t pr vi r. a f th s c h p y u t rg t y ur ss g t th
right u i c r ssist i i cr si g y ur visi i ity i y ur rk t. a sk
wh t such s rvic s c f r y u t sur th t y ur t rg t u i c c
y u. Y u y t h v t uy th t s rvic , ut if y u t sk, y u
wi t k w wh t th t s rvic c f r y u.
a s usi ss p rs y u ust t y g g i c rc with r -
s urc s, y u ust s c r fu y c si r th v u f r s urc . If y u -
t r i th t r s urc h s v u f r y u, t us it. If th v u s
t pp r w rth th pric , g ti t . Th j ctiv f ss g s t y ur r -
s urc s is t g r t xi u visi i ity xi u c cy f r y ur
ss g s i i iz th xp s f y ur c u ic ti rts.
Pr f ssi utr ch pp rtu iti s u ; pr f ssi s ci ti s pr -
f ssi gr ups xist f r y s w s i f r y. Y u p y y ur u s t
g t th s gr ups xp ct s thi g i r tur , ut s si p y
i g cr ti t y ur curricu u vit h v v u ? Y u s “p yy ur
u s” wh y u purch s i ist r sp ci c ph r c utic pr ucts,
ic i stru ts, r r - s rvic s, ut wh t y u g t i r -
tur f r y ur y ty? R ch ut: a sk wh t rg iz ti h s t r t
h c y ur visi i ity s pr vi r. T k wh t th y r us it, ut
t xp ct th t th r ti ship wi -si . G t i v v : o r
y ur xp rtis yp rticip ti g s r with v ic , s v u t r
with rship.
T k th ti t t y ur s s r pr s t tiv s k w f y ur y ty t th ir
pr uct why. Sh r y ur xp ri c s with th ir pr uct. Th sk
wh t th y r wi i g t pr vi i r tur f r y ur y ty; sk h w th y c
supp rt y u s th u ti t ci i gf ct r i wh th r th ir pr uct wi
c si r i fu i g y ur p ti ts’ sir s. If r pr s t tiv is t wi -
i g t h p y u h p y ur usi ss gr w, his r h r pr uct s t -
s rv y ur y ty.

Ch pt r 0: Wh r Wi Y u C ct?


Sou rce P u rp ose
Y ur c u ic ti with s urc s—th s wh p t ti c i ts r p -
ti ts t y u—r quir s ss g s th t c ur g th t r f r i ivi u s t
y u. S urc s i c u r f rri g physici s, p ti ts, st , v fri s.
C u ic ti g ss g s t s urc s ust g r t visi i ity g y ur
st ish s urc s cr t g i g pp rtu ity f r r f rr . Y u
ust g r t ir ct ch s f c u ic ti with y ur s urc s t x-
i iz th ir c c i r f rri gp ti ts t y u; y u ust r y ur st -
tus s xp rt i th sp ci iz c r y u pr vi t v i t th t s urc ’s
cisi t r f r t y u.
GENERAL M ESSAGES
G r ss g s r th s us i c u ic ti gwith xisti gc i ts
p ti ts. Th pri ry purp s f usi g g r ss g s is t i t i vis-
i i ityf r y ur pr ctic gs urc s, wh th r th r ti ship is ctiv r
i ctiv , s th y r r gu r y r i f th s rvic s y u pr vi . Th
s c purp s , ss i p rt t th th rst, is t cr t visi i ity
sy cc ss f r s urc s th t h v th gr t st p t ti t r f r t y ur pr c-
tic . Y ur pr ctic r chur , rtic , r up t r v u i s urc s’
h s f r g r ti g r f rr s. Ti y, r v t ss g s tr s itt t
s urc , circu t g th t s urc ’s st , r p ss g fr xist-
i g p ti t t i t r st fri r r tiv cr t visi i ity cc ss t
y u, with r with ut ir ct r f rr fr th s urc .
CONCISE M ESSAGES
C cis ss g s r i iti y us t r ss c i t’s r p ti t’s sp ci c
i t r sts, such s s i g p ti t wh h s h pri r tr t t up t
wpr t c s f r th t tr t t, r s f ty rt. H w v r, c cis s-
s g s c s us t c u ic t tr t ts, pr c ur s, r cti s
th t c fu p t ti r f rr ’s s. C cis ss g s th t r c -
u ic t t s urc s sh u i c u uc ti ut s rvic s h wy u

S cti III: Wh r
c pr vi th s . I iti , c cis ss g s t s urc s sh u g g
th s urc t ir ct y r f r t y u, pr vi i g i f r ti h w th y c
p ss y ur ss g gt p t ti r f rr s. Y ur c cis ss g sh u
s sh w ppr ci ti f r th r ti ship. P ti t uc ti r
sp ci c y t y ur pr ctic cc p i y i g giv s th s urc
th i f r ti th s t r c y ur pr ctic t s
wh xpr ss s i t r st r sir f r sth tic tr t t.
P ROF ESSIONAL O UTREACH M ESSAGES
m ss g s f pr f ssi utr ch xi iz y ur st tus s ic pr -
f ssi t t p s urc s f r c i ts p ti ts. C u ic ti with y ur
p rs c v ys y ur v u s pr f ssi wh c fu th sir s f
c i ts p ti ts th s urc y t t . Wh y u c t y
pr f ssi y tr s it c cis g r ss g s t s urc s, th y
wi r sp yr f rri gth ir c i ts p ti ts t y u f r th sp ci iz
s rvic s y u c pr vi .
CLINICAL M ESSAGES
C i ic ss g s pr vi i f r ti ut y ur sp ci ty r th p rticu r
s rvic s y u r. Th s ss g s up t supp rt th curr t sc p f
y ur pr ctic , th pr c ur s t ch iqu s y u p rf r , th s y u
t, why. a th ugh physici r th r pr f ssi s urc y t
gt th s sp ci ty, h r sh h s ig ti t u rst wh t
y u y ur i ity t it f r r f rri g s t y u. ex p s
fc i ic ss g s i c u supp yi gpu ish c i ic up t s, c uct-
i g i f r r f r ti gs t uc t r f rri g physici s, sp k-
i gp rs yt r f rri gphysici s ut c s th yh v r f rr t y u.

Ch pt r 0: Wh r Wi Y u C ct?


RELATIVE WISDOM: Ju st Ask
Wh w r st ur t p s i t w , f r y u c si r g i g th r y u
itt r s rch th u th t sph r , y u r r vi ws r
sk th rs if th y h v th r f r th ir pi i .
Wh y u w t t tr v t sti ti y u sk tr v g t, visit
w sit , r r vi ws, r sk th rs if th y h v th r . Y u w t rst-
h pi i . b f r y u rriv , y u c th c ci rg sk ut t
ti s, r st ur ts, sp us, th r ttr cti s ctiviti s. Y u w t
trust r f rr .
Wh y u wy r, r st t g t, cc u t t, c r t r,
r c tr ct r, y u sk th s y u k w trust—y ur k r, i sur c
g t, c gu , r v y ur igh r f r r f rr . Y u s ct s
wh y u k w h s si i r st r s xp ct ti s t y urs y u sk
s wh y u k w wi h st si c r with y u. but y u ’t
just skf r r f rr ; y u sk ut th i ivi u r th s rvic t which y u
r i g r f rr .
Y ur p ti ts r r s rchi gy u, p rh ps ski gf r r f rr t y u.
T y ur pr sp ctiv p ti ts, sth tic ici is ik trip t s wh r
u k w . l ucki y f r tr v rs, th r is tr v g t r c ci rg wh c
pr vi th t i s. U f rtu t y f r y ur p ti ts, th r is
c ci rg , ut th r r th s wh c sh r rst-h xp ri c s, such s
p ti ts, y ur st , s s r ps, th r physici s.
ev ry wh c u t rs y u, y ur pr ctic , y ur st , y ur p ti ts,
v y ur pr f ssi c cti s y s y sk ut y u.
Th r is sig i c t pp rtu ity f r v ry y u c i c t ct with,
wh th r i c rri r, p ti t, r s s r p, t r f r th rs t y u. but h w
y u k w th t th y wi ? Th t th y ’t i ? It’s pp rtu ity y u
sh u v r v r k. Just sk.
Sta ff P u rp ose
a s pr pri t r f ic pr ctic , th purp s f c u ic ti with
y ur st i v v s r th tr s itti g th p ici s pr c ur s c-
ss ry f r y ur pr ctic t fu cti . C u ic ti with st r quir s p-
r ti c u ic ti s, qu ity xp ct ti s, pr pri t ry v u .

0

S cti III: Wh r
O P ERATIONAL COMMUNICATION
o p r ti c u ic ti ust c v y th i f r ti c ss ry f r
y ur pr ctic t fu cti t pr vi s rvic c sist t with y ur i g ,
r , issi . This i c u s pr c ur s, p ici s, g s c s-
s ry f r p r ti s, st r s f c i ic c r . It s ust c v y y ur
vi ws p r ti pr ci cy, priv cy, u rst i g f th
ss g s y ur pr ctic xt s t th gr ups with wh y u c u i-
c t . Wh th s ss g s r c r yc u ic t ck w g y
y ur st , y u y xi iz th p t ti t xt th s ss g s. e ch
r f y ur st sh u p w r t c rry ut his r h r sp ci -
c y uti s sh u ski i th c u ic ti s tt ch
t th s uti s. ev ry t r sh u s w r f th c u i-
c ti tt ch t v ry sp ct f y ur pr ctic , i t r y xt r y.
Q UALITY E XP ECTATION
Qu ity xp ct ti s r ss g s th t wh t y u xp ct fy ur st ,
why y u xp ct this. Th s ss g s i c u j scripti s th
g s ss ci t with th s scripti s. Th yi c u th xp ct ti s y u
h v f y ur st :
exp ct ti s t uph i g , r , issi
exp ct ti s t supp rt, c p r t with, xi iz th
p t ti f y pr ctic s g t
exp ct ti s t str t r sp ct f r y u, y ur pr ctic ,
th r rs f y ur st , f th s y u s rv ir ct y
r i ir ct y
Th succ ss f y ur pr ctic r quir s r th just th p r ti pr -
ci cy f y ur st . Th y ust c sist t y pr ctic st r s f
qu ity xc c . d th s f r y i y ur p y u
r quir p y s t c it t th . m sur th s st r s r gu r y
r c g iz wh th y r t s w s wh th y r t t. m tiv t
y ur st y x p r w r th ysh ri gth cr it f r th fu
sir s f y ur p ti ts pr ctic g s tt i .

Ch pt r 0: Wh r Wi Y u C ct?


M ESSAGES OF P ROP RIETARY VALUE
m ss g s fpr pri t ryv u r th s th t y u, s usi ss w r, h v
p rs ig ti t c v y. Th y r i p rt t t yi v i i grisk
uph i gqu ityc r s y u pr vi sth tic ic tr t ts, ut
s i uph i gth i tityy u h v s p rs s rvic s usi ss. Th y
r ss g s sp ci c t th p r ti s f y ur pr ctic , t y ur qu ity
xp ct ti s f r p r ti s. m ss g s t st c rryth f wi g j ctiv s:
Cr t supp rt sth tic pr ctic f c i ic p r-
s xc c , ci cy, c sist cy
Cr t i t i vir t i which st r c ti -
u us yi f r fth ss g sy ur pr ctic c u ic t s
th r i which y u xp ct st t c u ic t
Cr t i t i vir t i which st c xc
si ivi u s si p rt t c tri ut rst th succ ss f
th pr ctic
Gen era l P u b lic P u rp ose
a yti y u r r fth g r pu ic c c t th t
h s i p ct y u s pr f ssi . Y u y r r y r c g iz s
pr vi r pr pri t r, ut wh y u r r c g iz , y ur ss g
sh u c sist t with th t y u h v ui t f u y ur pr ctic
. St rs sh u u rst th t th y t y r c g iz s
r pr s t tiv s f y ur pr ctic . a th ugh y u t h v th right t r -
strict r scruti iz th ir priv t iv s, y u h v th right t xp ct th t y ur
st sh u pr ctic pu ic h vi r th t:
d str t s r sp ct f r y ur sp ci ty th s y u s rv
Uph s th priv cy f y ur pr ctic th s y u s rv
Is wfu r sp ctfu f th rs
d str t s y ur c it t s h th c r pr f ssi s
t th w f r f th rs

S cti III: Wh r
I iti , wh y u r y ur st h v pp rtu ity t i tr uc y ur-
s v s s pr f ssi s i th usi ss f sth tic ici , th f r st
c it t ust t uph y ur pr ctic i tity.
Th purp s f ss g s c u ic t yy u, y ur pr ctic , y ur
st t th g r pu ic r v rysi p . Y u ust c u ic t i -
r th t c sist t y uph s y ur i tity y ur r put ti , th xc -
c f r which y u r k w .
IN P RACTICE: Dam age Con trol
Y u ight wish t r i y us i pu ic, y u c , u ti y u cr ss
th i i t wh t is g y s limited purpose public gure. a i -
it purp s pu ic gur is wh is thrust i t th i ight, t y his
r h r w ch si g (such s c rity r pu ic gur ), ut y circu -
st c p rs cti .
a c s i p i t: a pr vi r f sth tic ici w s g i g thr ugh
sty iv rc . Th r w s u s i gi g; th r w r ccus ti s; th physi-
ci v g g i s v ry gi g pu ic h vi r. Wh h w s r-
r st f r this h vi r, it r c iv i tt ti . Thus r sp ct -
ic pr vi r i th w r f utyw s pick up f r h vi gi v ryug y
w y. Wh t w s his gr t st w rry? Th g this w u t his pr c-
tic . a wh t i h try i r sp s ? d g c tr .
H w v r, wh y u g t t th p i t th t g c tr is ,
c h p y u r st r y ur r put ti . Wh th r y u r t f u t r t,
g c tr is just th t—tryi g t f y urs f g i st s thi g y u
k w h s rr y ur i g .
a th ugh th x p is xtr , th ss is c r: Y ur cti s s pri-
v t r f th g r pu ic ust scrupu us ig i . a y-
y h v p rs i cu ti s, w r tit t priv t if , s
k p y urs just th t—priv t . Y u c t c tr wh t st r s y wh
th y r i pu ic, ut y u sh u c r fu i y ur s cti fst -
ph siz t th th t y u h v c c th t th y wi t h v i -
r th t c u g y ur pr ctic .
a x p f th f r pr ptiv g c tr : I st t -
p rt t st r c s tic c u t r y, I i t h v t v s r p t
h r w t k ut t th whit i g. Sh purp rt t w rk f r -
tist wh p rf r this s rvic h r c ts w r v ry gi g. Sh
w s s v c ut th f ct th t th pu ic w r r f s t p yi g s v-
r hu r rs f r tr t t th t us s y f w rs’ w rth f

Ch pt r 0: Wh r Wi Y u C ct?


pr uct th t th r p p r u h r g t g g h r i c v rs ti .
S i I. I sk wh sh w rk f r , i cr i y, sh t . Sh pu -
ic y v u t y h r p y r th pr f ssi th t sh s rv , ut
sh v u h rs f s w .
m k c rt i this w is t w rki g i y ur pr ctic . a s , sur
th t th s wh w rk f r y u u rst th t uph th v u s f
y ur pr ctic th v ry s sitiv priv t tur f th s rvic s y u
pr vi , v wh th y r i pu ic.
CONNECTING W ITH YOUR COMMUNITY
Th purp s f ss g s c u ic t y y u, y ur pr ctic , y ur
st thr ugh ut y ur c u ity r g c s circ ffri s s t
t r th purp s f ss g s t th g r pu ic. Th purp s is si p y
r p rv siv .
H wy u h v i s ci i t r cti sc tri ut s ir ct yt y ur succ ss. If
y u it s t, y y u sh u r v u t y ur s ci if . Th st
r f rr s c fr th s wh k w trust y u s pr vi r f sth tic
ici . W h v iscuss th s s p ti ts r f rri gphysici s, ut
r f rr s s c fr y ur fri s, igh rs, r tiv s, cqu i -
t c s. Th yh v th v t g f k wi g t yth t y u r cr i
pr f ssi , ut th y s k w y u p rs y. Y u sh u xi iz this
v t g , ut t xh ust it. Th r r thr si p ru s f r c u-
ic ti with rs f y ur pr f ssi p rs c u ity:
e sur priv cy c c th ti , i tt rs.
This str t s y ur ch r ct r s s t trust .
l i it th iscussi f tt rsr ti gt y ur pr ctic t i-
th r g r ss ss t r i v ti , ut y wh th rs
r ch th su j ct rst. d t t y urs f pu i t
si i c su t ti . Th y xc pti t this is f r
pr s t ti y u r sk t iv r t y ur c u ity.
Ch s t supp rt yth s c u itygr ups th t h v
p rs c cti t y u r r ti t th s rvic y u
pr vi . o th rwis , y u y y urs fsupp rti g r y
v ry gr up th t ppr ch s y u s s t t .

S cti III: Wh r
Th s thr v rysi p ru s wi wc u ic ti with y ur c
p rs c u iti s t h v pr f ssi v u i s f r s th y ig y ur
priv t pr f ssi iv s s c p t ry.
TONE
Th t f ss g c i u c h w th r cipi t i t rpr ts th s-
s g , this c r su t i th r cipi t’s r sp i g y c cti g, is-
c cti g, r si p y f i g u c f rt wkw r ut th s-
s g . d iti s f th w r tone i c u s u qu ity, v ic i cti ,
ttitu , g c st tus, c r sh , usc c iti . Wh
pp i t c u ic ti i th pr ctic f sth tic ici , t h s r -
v c s y f th s iti s. It is sig i c t f ct r i ttr cti g
th s with wh y u wish t c u ic t i h w y u y ur pr c-
tic r p rc iv .
Y ur ss g ’s t ust c sist t with y ur i g , r , is-
si . If th t y u s t s t ttr ct y ur t rg t u i c , y ur ss g
is f v u t th succ ss f y ur pr ctic .
Sou n d Qu a lity
Wh t th rs h r wh y u c u ic t ? a r y ur ss g s c r,
c cis ? d th y pr s t y u s rticu t , y t t f? d s ss g
h v itt r f r i t rpr t ti ? d s it sp ci c y r ss th s f
th s y u w t t ttr ct?
H w y ur ss g s u s r r s r h w it is p rc iv y th rs is
i p rt t c p t f t . If y u iss th rk with th t f y ur
c u ic ti , th j ctiv f y ur ss g wi scur .
Voice In ection
d s y ur v ic c cr ss s high ( xi us, urg t, str ss , -
i g)? Is it w (c su , r x , i f r )? Is it st y c -
t, r s it w v r qu iv r? d th s y u c u ic t with w t t
ist , r r th y istr ct y irrit ti g t ?

Ch pt r 0: Wh r Wi Y u C ct?


Th i cti , r pitch, f y ur ss g c v rygr t y s th pur-
p s fth ss g , its urg cyi r ti t th s y u r c u ic ti g
with, th p ssi utc f t cti g th ss g . It is ist k
t p y x gg r t pitch. Th st urg t ss g sh u t s
high th t it cr t s r . a g r i f r tiv ss g sh u t s
w th t it s t g r r r p y. Fi t th t ts th purp s -
j ctiv f y ur ss g whi sti i t i i g c f rt qu ity th t is
sir t ist t ctiv ugh t g r t r sp s .
Attitu d e
Is y ur ss g r sh, tt ti -gr i g, hu r us, c ri g -
p th tic, rr g t t ch , r c t p is ? d th s y u
c u ic t with y ur ss g s t c sist t with y ur i g ,
r , issi , r r th y c fus with wh y u r th p-
pr ch y u t k t pr s ti g y ur i tity?
Y ur ttitu c k r r k y ur c cti with p t ti r ti -
ships. If y ur ttitu is t w r c iv , r sp ct , r c , th
quit si p y y u h v ttitu pr . o th rs wi t g g y u t
pr vi s rvic , r f r p ti ts t y u, r w rk with y u if y ur ttitu is
t p sitiv . If y u r c t i y ur i iti s, y ur ttitu sh u
c r y str t th t y u put th s f th rs rst i fu i g p r-
s sir .
Elega n ce a n d Sta tu s
Is y ur pr ctic t y, utiqu f ci ity i upsc w r f g itz
g ur? d y u h v u rst t , s phistic t pr ctic i g t,
priv t c u ity? Is y ur usi ss tr qui h istic sis, pr vi i g
w r f s r ity, p c , tur uty? a r y ur s rvic s high-t ch
p rs iz ? o r is y ur pr ctic fth s thi gs, ut r th r u ,
, xtr y tr y cutti g g ?
H w v r y u y ur pr ctic t i t r s f g c r st tus, k
c rt i f thr thi gs: ( ) th t y ur iti is c gru t with th i g ,
r , issi y u c v y; ( ) th t it is c gru t with y ur pr ctic

S cti III: Wh r
phi s phy; ( ) th t y urs is iti y u r wi i g t iv with,
v g ft r th ss g h s st pp i g iss i t . This is wh r
y u ust c r fu y c si r y ur t rg t rk t t ctiv y ttr ct th ,
p rsu th t ct, r t i th .
Color a n d Sh a d e
Is y ur ss g s ft p st , pri ry, right , r g it-
t ry t ic? C r sh i v v r th just th physic c r
f pri t ss g ; th y c p ss th physic c p siti r sig f
pri t ss g s w s y ur p rs i y ur c u ic ti s.
a th ugh y ur ss g s t c sist t i t , th y sh u
c p t ry ust visu y c gru t with y ur i g , r ,
issi t ti s. S vi wi g y ur ss g sh u p rc iv
t th t isr tiv t y ur i g , r ss sy ur i ityt fu th vi w r’s
s, st f , is ttr ctiv i viti g.
Mu scle Con d ition
d s th p w r f y ur ss g pu ch, r str k ? a r y u xt i g
r , fri y h sh k , r h f-h rt w v f utr ch? Is y ur s-
s g fr r t chis h r - y, r curv c us tur f r ?
Th usc c iti fy ur ss g i v v s ( ) th p w r y ur ss g
h s t c rry ut its j ctiv icit th rs t ct, ( ) th i p ct it h s
i i g y ur str gth s pr vi r. d t thi k f usc s just y ur
w p rs t ; it pp i s t y ur pr ctic pr f ssi s w . Y ur
cr ti s, ccr it ti , qu i c ti s, pr f ssi r c g i-
ti r th usc , r p w r, hi y ur v i ity v u s pr vi r
f sth tic ici .
Y u ust s t th t f r y ur pr ctic . Y ur str gth s pr f ssi is
i t th t ctiv y ttr cts th s y u wish t r ch s th yu -
rst y ur ss g , pr c ss it, ct it, r sp i p sitiv -
r. o c y u h v cr t th ss g r its t t ttr ct pr -
sp ctiv p ti ts, y u ust tiv t th s y u h v r ch t r sp
thr ugh c t cti .

Ch pt r 0: Wh r Wi Y u C ct?


Ton e Dea f
T is f ct r i v ry ss g y u s . It is r ; it is p rc iv ; it is
su i i . It ust ttr ct tt ti i p sitiv r s s thi g y
which th rs wi r ju g y u. a th ugh t ust g r r tt ti ,
it s ust i t i tt ti i t i th i t grity f th pr ctic r
pr vi r fr wh r it rigi t s. ev ry w y i which y u y ur st
c u ic t —v r y v r y, i pri t i p rs , ctr i-
c y physic y—c rri s t . m k c rt i th t f th ss g
y ur c i ts p ti ts, s urc s r s urc s h r i t rpr t r cts
y ur i g s r sp ct c p ic pr vi r.
IN P RACTICE: Tw o Ton e
Th physici ’s c w si p cc y sig , p ish , w - quipp .
His st rs, cc r i g t hi , w r stu i g; ut y pp r c s
th y w r t sup r s—th y w r “sup r .” Th ir pri ry fu c-
ti s t t c u ic t h wf u us th physici w s, h w
h c u cc p ish v rythi g ythi g. Th physici pr j ct
u ist k t : sw p f sh u r- gth h ir, shy c thi g j w-
ry. a t t p it , h p rk his F rr riright utsi th c fr t wi -
w, f r t s th t h h it, th t h w s succ ssfu rich.
but hisp ti t s w si c i , c us th r w r v ryf wi his r-
k t wh r t t his t . T st, wh t h xpr ss s w th suc-
c ss xtr s i p rs pp r c w s i t rpr t uch i r t y.
His pp r c surr u i gs r pr s t xc ss th t p ti ts i t
r t t — r w t t p yf r. His p ti ts, tur y ugh, pr f rr s -
ss rcissistic, wh c u f cus th ir sir s, t his w .
This pr vi r sc wh I t hi t p rk th F rr ri i ck f th
ui i g t r ss w , ut c s rv tiv y. I xp i th t whi it w s
ic th t his st rs w r ttr ctiv , it w s s i p rt t f r th t
k ik r t t r p p . a c r f th r p ish chr
fur ishi gs is i its p c ut it is t h r c u i viti gf r
sth tic pr ctic ; it is t c uciv t s thi g p ti ts wh r r y
f i g vu r .
H i ’t u rst ; h i v his p ti ts c t hi c us
th y xp ct his “gr t ss.” S I sk hi t w ft r f
Continued

S cti III: Wh r
xp ri t ti t pr v y p i t. Th F rr ri w s p rk ut ck, j w-
ry put w y, his h ir u i t p yt i , th right ights tur
w t w tur ight t t thr ugh th pu ic r s, s th-
i g, fr sh, ight i s r p ci g th j rri g, sy th siz usic th
sp k rs. I put w y s f th r cc ss ri s i th c . I sk th
sth tici t giv th r c pti ist v ry utr , tur k up pp ic -
ti . I t th r c pti ist t put c t t c v r h r istr cti gc v-
g , h r ck r visi thr ugh sh r us . I w u s rv s his p ti t
c r i t r f r th ft r , t th st ’s surpris , I r fr i fr
si gi gth pr is s fth physici c c tr t iciti gi f r ti
fr p ti ts, f cusi g th ir s r ssi g th ir qu sti s.
ev ryp ti t th t w ss th t ft r k pp i t t, f r
th tw p ti tsr c ivi gi j ct rs, I st yth ir si h th ir
h , s thi g th physici h ri icu s “t f ksy.” I ft th c
with g ist f itt thi gs this pr ctic t t ch g th ir t
s th t it w s r g r y pp i g i t t r pr sp ctiv c i ts.
Th ss h r : Try t visi v ry ss g y u pr j ct thr ugh th
y s f th r c iv r—this i c u s y ur cti s, y ur pp r c , y ur
w r s. Whi y u y ik y ur sty , is it wh t y ur p ti ts ik wh t
th y c r t t ? T is high y p rs , whi y urs sh u tch
y ur c f rt v , c si r wh y u ust c ct with.
A CALL TO ACTION
Y u h v cr t ss g with purp s . Y ur ss g is t r-
g t t y ur i t u i c . Th t f th ss g is ppr pri t
ttr ctiv ; it is c sist t with y ur i g , r , issi ; it is
sig t pp t th s y u wish t c u ic t with g r r th ir
tt ti . n w y u c t cti — s r ss g t pr pt
y ur u i c t r sp r ct.
I g r , gr ups y u c u ic t with r quir c t cti . Th
i g f ct r t wh t th c t cti wi is wh t th t c t cti
ust cc p ish. a c t cti is s y ur j ctiv wh y u c -
u ic t with sp ci c gr ups; it is th r sp s c ss ry t fu wh t is
u ti t yy ur g . a c w f i pr ctic c u ic ti s is t
IN P RACTICE: Tw o Ton e—con t’d

Ch pt r 0: Wh r Wi Y u C ct?


xt i g c t cti t y ur t rg t u i c . Y ur gr t st pp rtu ity
t st ish r p y t y ur c u ic ti rts is c t cti .
m y pr ctiti rs f th t c t cti is ist st fu s f-pr ti r
c u si y i t rpr t s pr ssur , it c . It c s tiv ti g
f r r tic t i ivi u y u h p t g g i r ti ship, it c
ight i gf r u i f r i ivi u wh yh v th sir f r y ur
s rvic r k w s s wh s. much ik th pr ctiti r wh
s t sk f r r f rr s, th pr ctiti r wh s t xt c t c-
ti is t ik y t r c iv r p y.
Ta rget P op u la tion s, Clien ts, a n d P a tien ts
I y ur c u ic ti s th t g r t i t r st, visi i ity, cc pt c ,
th j ctiv is tr c, c v rsi , r t ti . Y ur c t cti y
s si p s tti g p p k w wh r th y c y u, r s ir ct s
i vit ti r qu ry ut i ivi u ’s sp ci c sir f r s rvic . Th
c v t, s w ys, is th t th c t cti ust t y ur i g , r ,
issi . I iti , th t c t cti ust c r, ti y, ctiv
ust t v rst p priv cy r g ju g t.
Th st c s t cti w i ivi u t ct his r h r w ti , i
his r h r w w y, with i , y, r p rs pr ssur t-
t ch . Th r c sh u ti v u , c ic v u , p rs
v u tt ch , ut t pr ssur . C su rs t y r s vvy ut th ir
w sir s f y ur tt pts t g t th t r p y. Us this t y ur -
v t g thr ugh ss g th t i c u s uc ti p rs sir t
cr t c t cti th t ts y ur u i c .
I xt r ss g s c t cti is usu y f u t th gi i g, r i -
tr ucti , f pi c / r t th i th f r f gistic i f r ti
th t ws th rs t si yr p y. P rs y r v r y, t , c t
cti typic y ccurs t w r th c c usi f c v rs ti , ir ct y
sks th i ivi u if h r sh wish s t k pp i t t, purch s
pr uct, r k pp i t t f r tr t t. Wh c t cti is i
pri t, y u t h v th pp rtu ity t r p y t h sit ti ; y u t
ir ct cc ssi . H w v r, if y u r t ir ct, y ur c t cti
y isi t rpr t s pr ssur . With ss y u c ir ct ugh
t t c us h sit ti , ut xi ugh t t pp r s if y u r r -

00

S cti III: Wh r
twisti g. If th p rs h sit t s, sk why. Is it p rs u c rt i ty? m -
t ry c c r s? a f r furth r uc ti ? a tt r f si p y i g
r ti t k c i cisi ? Th sw rs t th s qu sti s y
pr vi i sight i t th str gth r w k ss f y ur c u ic ti th-
s c t cti .
“IN” ACTION
o ist k th t pr ctic s f sth tic ici k wh xt i g c
t cti ccurs ith r i t r “i ” cti . C si r th ss g : “C us
w f r y ur fr c su t ti .” Wh r v r i ivi u s s this, t wh t-
v r ti f y r ight it is, r y u c rt i y u wi th r “ w” t t k
th t c ?
“Fu y ur g s r s f r . . .” This is i p i w rr t th t
sugg sts th t y u, t k wi g i ivi u ’s c s , c ssur y t x-
p ct ti s.
“a ct w—this sp ci r is y v i . . .” This is s ut . It is
s rk ti g i th pur st s s , ki g s thi g ttr ctiv , urg t,
y pric r sp ci r.
“P i -fr ,” “I cisi -fr ,” “n w ti ,” y th r pr c ur
qu i r sig t ct s c t cti is s ut . With ut k wi g th
i ivi u ’s c s r sir s f r s rvic , y u w t t risk ki gth t c i
t i g t fu it?
Si p y isti g cr ti s, s rvic s, pr ctic c t ct i f r ti is
s ist k . Wh r is th c t cti ? Wh t ik ih is th r th t this
i f r ti wi ttr ctiv ugh i t t tic y ur u i c
t ct? n t ik y t .
“Tir f . . .” “l ki g f r ch g . . .” “I pr v y ur . . .” “Th -
sw r t y ur. . . .” Wh t th s c -t - cti st t ts h v i c is
th t th y p y th u i c ’s i s curiti s. Wh r is th u ti t r su t f
y ur c u ic ti rt r succ ssfu : with i s cur i ivi u s r
with c t i ivi u s wh s k h c t p rs fu t?
Youth, beauty, vitality, restore, renew, radiance, self-image, body image,
con dence, and personal ful llment: c rt i y th p rs sir t f fu -
r s y f th s is c t cti , ut th s t r s c
s st r typic , g ric, r siv . l v th s t r s s p sitiv s;
t k th th r su t fc rr cti g g tiv s. C ct t r s ik th s t
wh t is u iqu ut y u y ur pr ctic . Y ur c t cti wi th c r-
t i y g r r r p y.

Ch pt r 0: Wh r Wi Y u C ct?

0
P a tien ts a n d Sou rces
Y ur c t cti with p ti ts s urc s t g r t s rvic r
r f rr sh u ir ct. Th purp s f c u ic ti with s urc s r -
quir s th t y u sk f r r f rr s, s th c t cti i th s c s s r quir s
th t y u supp rt th t purp s with th i f r ti th i c tiv c s-
s ry f r th p ti t/s urc t ct. o g i g p ti t uc ti utr ch
thr ugh ws tt rs, c i ic up t s, sp ci rs r t s th t ust
i c u v u i f r ti ut wh t y u w t th rs t ct ; th -
iti f i c tiv is tiv ti f r th i ivi u i g r f rr .
Why t r i c tiv f r th s urc ? o c y u r c g iz th i r c
tw i c tiv gr titu , y u wi u rst why i c tiv is u -
thic h r , why I str ss th i p rt c f gr titu . Qui pr qu
(s thi gf r s thi g, such s gift r us f r r f rr ) t s urc s -
f r th ir r f rr is t t yu thic i th r f ic tr t t, uch
ss ctiv ic tr t t. Gr titu , t i c tiv , is ss ti wh
s urc s r f r y u. Gr titu ck w g s th t y u r w r f s urc ’s
rt y ur h f , i tur , y ur gr titu fu s futur r f rr . Gr ti-
tu c i c u si p xpr ssi f th ks, r t k f th ks. o r-
i g gift f s ki is thic wh it is ft r th f ct s s f x-
pr ssi gy ur ppr ci ti f r th rts f th rs, t wh it is us s
tic t r tr - f r r f rr . I yr sp ct, gr titu ust xist. It is
s uch c t cti s pr vi i g th t s c ss ry f r s urc s t r f r
y u.
I c tiv , p rt fy ur c t cti , tiv t s i ivi u wh is r f rr
t y u t ct th t r f rr . Wh r f rr c s fr th r p ti ts, i -
c tiv y i c u sp ci prici g r s rvic p rk, r it y si -
p y th v ryp w rfu rs t fp rs s rvic . Th r is r
p w rfu st t t th , “T ct r y u r fri f i . H /sh
pr is th t h /sh w u tr t y f y r f rr s with th v ry s
tt ti I r c iv .” Wh r f rr c s fr th r physici s, y ur i -
c tiv c sp ci prici g, s rvic p rks, pri ritysch u i g,
st t t f c p r ti i c r with th r f rri g physici . I c tiv is
yf ct r th t tiv t s i ivi u wh is r f rr t y u t ct s
c c , c v i c , r v u . Y ur c t cti i c u ic ti
with r f rri g p ti ts s urc s f r r f rr ust i c u i c tiv .

0

S cti III: Wh r
IN P RACTICE: In My H ou se
o pp rtu iti s f r r f rr xist i y ur “h us ”—withi y ur pr ctic , y ur
xisti g p ti t s , y ur st , v y urs f. H r y u h v v ry p-
p rtu ity t y ur w s urc , t ui th u k w r xpr ss i -
t r sts f th rs tur th i t r f rr . With ut c t cti , h w-
v r, y u wi t tur pp rtu ity i t r f rr ; y u wi tur pp rtu ity
w y. I h v s y pr ctiti rs, st with pr ctic ix f p y r
p y r s rvic s, f i t ct pp rtu ity.
H r is c ssic c s : a r t gist w s c fus wh th s ick
ic t r t i fu cti sh t h r pr ctic w s t g r ti g th
v u sh xp ct . Sh h v y st r fr t c t xt t p stic
surg i c v i t p rt f t w . Sh w s pr ti g xt r y i v ry
p sitiv w y, ut c i ic ski c r pr ucts w r t vi g.
o s rv ti , h r st w s xc t t iscussi gpr ucts with p p
wh c y. H w v r, p p wh c i f r tr t t with th r -
t gist, th st ik y gr up f c su rs f r th c i ic ski c r pr -
ucts, i t v i th s v s f th r t i fu cti t . I s t w with th
pr ctiti r h r st t r vi wh wth yc u ic t th v u fc i -
ic ski c r t p ti ts h w th y c u ic t p ti t’s i t r sts
g th s v s. H r is wh t w f u .
Th pr ctiti r w s t c u ic ti g th v u f th r t i c i ic
ski c r ; sh xp ct th t f h r st . H r f cus w s pr scriptiv tr t-
ts. Th st f t it w s h r ig ti t ti ppr pri t c r t x-
isti g p ti ts. This is why p ti ts c t s h r—f r h r xp rtis
vic . Th y f t th t y ki g r c ti s, th y w r t c p -
ti g h r rts ut w r p ssi y c tr icti g th , r st ppi g v r
th i .
T r s v this situ ti , c us th pr vi r w s st f i i r with
writi gpr scripti s, w cr t pr scripti p with fth r t i c i -
ic ski c r pr ucts it. Th pr scripti p st t th t th s w r
pr ucts v i thr ugh th pr ctic . This w s th issi gc t cti t
xt h r s rvic s i t r t i . a succ ssfu r t i fu cti r pr s ts g i g
tr c f r y ur pr ctic . I iti , sh w s i struct th t usi g this
pr scripti p , f r xcusi g h rs f fr p ti t, sh w s t s y th t
h r st w u ssist i fu i gth r c pr ucts c u k
yfurth r r c ti s f r c p t rypr ucts (thus ui i g
th s ).
Th st , i tur , w s i struct t t k this pr scripti fr th p ti t,
i ic t it x ct y wh t w s purch s , s p , r r c ,
r tur it t th , s th t f w-up visit, th physici c u r ss

Ch pt r 0: Wh r Wi Y u C ct?

0
h w th pr ucts w r p rf r i g f r th t p ti t, s s th p ti t
c u t t k this “pr scripti ” h r r si i r pr uct fr
s cut-r t I t r t s rvic . T k th purch s f ski c r pr ucts
v r ttr ctiv , th st h c up s f r rst-ti purch s rs f pr -
uct. Wh p ti t w s th v rg f purch si g s thi g r th r th
s p i g, th c up pr pt purch s .
Withi w ks, r t i v u h r y u . Withi ths, it
w s r th trip wh t it h i th p st.
Th physici w s s ight th t w v p c t cti f r
w k-i s t th r t i fu cti th t w rk i r v rs t th pr scripti p .
a ski c r surv y w s sig t h p y w k-i r p t ti p ti t -
his r h r c c r s g s with r g r t ski h th pp r c .
St w u w k p t ti p ti t thr ugh this, pr vi p ti t uc ti
t r ss sp ci c c c r s, k th pp i t t f r c su t ti .
Th i f r ti sh t g v p ti ts i c tiv t xpr ss th ir c c r s c -
i y t h v th s c c r s i iti y r ss yth r t i st with ut
th i v st t f physici visit. I iti , th i f r ti sh t c
th sis f r p ti t . T th pr ctic , th t w s th t r t i w k-i s
w h s i c tiv t c v rt i t p ti ts.
I iti , s thi g ww s r f th syst s. Th i ivi u swh
ft cc p i th rst th pr ctic (such s p r t with chi wh h s
c r fri sh ppi g with th r wh st pp y t r p ish pr -
uct) c th p rf ct iti su j cts f r th th “pr scripti ”
th ski c r surv y. This i -h us r f rr c v ry pr uctiv t .
T k v t g f v ry pp rtu ity t uc t ight th rs i
y ur h us . This is y s f-pr ti wh h s f i i rity r i -
t r st i y ur pr ctic r s rvic s; wh y i t r st r c cti xists, it
is ctiv c t cti .
Referra l-ea se
Y ur c t cti with r f rr s urc s ust t y i c tiv f r th
r f rr i ivi u t c t ct y u, it ust xt th t c t cti
k it sy f r r f rr t c t y u. Y u k w th t st ishi g r -
ti ships with r f rri g physici s is ss ti t y ur succ ss. Y u k w
th t y u t k th p rt r i p ti t c r , k p th i f r ,
supp rt r sp ct th ir st tus s pr vi r t th t p ti t. H w v r,
y u t r t k th t r f rr s urc f i c usiv s p rt r
t k r f rr sy.

0

S cti III: Wh r
Wh y u st ish r ti ships, s st ish c u ic ti . Put y ur
pr ctic t ri s i th h s fth s wh r f r p ti ts t y u. T th
th y r w c t istri ut th s ir ct y t p ti ts, r t k th
v i i y w y th t ts th ir pr ctic ’s s f c u ic ti . It is
i p rt t t f w up t r p ish r up t t ri s. First, yti y u
h v w t ri s, istri ut th t y ur r f rr s urc s. S c , h v
i istr tiv st r st ish sch u ch ck i qu rt r y
with r f rr s urc s t s if t ri s t r p ish .
l t pr vi r k wth t his r h r c isw c t k pp i t tsf r
r f rr p ti ts ir ct y, r sp ci physici - y xt si t y ur
t ph i t s . F w up with i r p st i th t c r s th
p ti t h s pp i t t t s y u. I c u wh t y u k w th p ti t’s
i t r st t , r y ur gr titu . I i t yf wi gth visit, up-
t th physici th utc f th t visit, c ti u t c u i-
c t thr ugh ut th c urs fp ti t c r . Whi this ys cu rs
i i istr ti , th utc f t i g s y v ry w ist c y u
fr s urc f r f rr . K pi g r f rr s urc s c s k ps th ctiv .
d ’t v r k th st f r f rri g physici ’s c . Th y c
qu y sig i c t s urc f r f rr s. Th y r i c t ct with p ti ts s
uch s th pr vi r is.
Fi y, th ugh givi g i c tiv f r r f rr is u thic , pr vi i g th
pp rtu ityt xp ri c th s rvic s y u pr vi s s urc u rst s
th ir v u is p rf ct y cc pt ppr pri t . I vit pr vi r his
r h r st f r ft r r v i g i y ur c . Giv th t ur,
str t t ch gy, iscuss y ur issi , r th th pp rtu-
ityt xp ri c s rvic s th t r ppr pri t . ext pr f ssi c ur-
t sy isc u t f r c rt i s rvic s xt th i vit ti t r tur . bui
y ur r ti ship f r r f rr thr ugh c u ic ti , c s t cti ,
pr ctic r f rr - s .
Resou rce Ca ll to Action
If y ur j ctiv f r c u ic ti with r s urc s is t g r t x-
i iz c rci v u i th pp rtu iti s th y pr vi y ur pr ctic ,
wh t sh u y ur c t cti ? Wh t is th tiv ti gf ct r f r th t
g g y u i r ti ship?

Ch pt r 0: Wh r Wi Y u C ct?

0
Ify u sw r “r v u ,” y u r wr g. R v u , f r th r s urc , is th
r su t f r ti ship with y u. Th tiv ti t st ish th t r -
ti ship is this: a r s urc w ts t pr vi s thi g f v u t y u th t
wi h p y ur pr ctic c u ic t p r t s th t y u c c ti u
t g g th . Y ur c t cti s h wth t r s urc c fv u
t y u. It is wh t y u xp ct f th r ti ship wh t y u c r.
Wh th r y u r i g with c rci v rtis r, ph r c utic
v r, r v th pr f ssi s ci ti s y u g t , y u ust st t
wh t y ur xp ct ti s r , why th y h v v u t y u, h w y u i -
t t f v u i r tur . Y ur v u i r tur is t just r v u ; it is
xp sur , y ty, ctiv p rticip ti i uph i g i ustry st r s
i g i ustry tr s. R s urc s c r r v u fr c u t ss
usi ss s, ut th y c t g r r ctiv , i v v , c itt c -
rci r ti ships f v u t th ir usi ss u ss y u c th t c-
ti y st ti g y ur sir , xp ct ti s, c it t.
H AND IN H AND
I h v ft ist t rs f ic s ci ti s grip ut rship
w ys g tti g th i sp t ight wh it c s t s ci ty issu s. G t i -
v v , y u t ight g t th t sp t ight.
I h v ft h c i ts sk h wt g t ph r c utic r ic
supp i r’s w sit f r f rri g physici s. Si p : a sk y ur s s r pr s -
t tiv . H r sh wi t y u wh t th st r s r .
I h v h y pr ctiti rs f sth tic ici w r h w s
pr ctic s c r sp shy v rtisi g i c rt i pu ic ti s, why
s pu ic ti s w ys c t th s pr vi rs s s urc s f r rtic s. n -
g ti t y ur r t s, c it t pu ic ti , ppr pri t y st ish y ur-
s f r i ctiv s i s urc f r t ri .
Y ur c t cti is wh t tiv t s r s urc s t h p y u xi iz c -
rci v u pp rtu iti s f r xp sur . H w v r, this wi t h pp
ify u r t wi i gt w rkh i h t h p th i th ir j ctiv s f r
r ti ship with y u. a s uch s y u t sk wh t th y c f r
y u, k w th t th y y r tic t t sk wh t y u c f r th —s f-
f r. ext y ur h i p rt rship; xc usivityis c ss ry. Ify u r
ic pr f ssi wh c r y ur i t grity v u , th th y wi
t k y ur c t cti w rk with y u t chi v y ur succ ss. Wh
th y h v v st i t r st, y ur succ ss is th ir succ ss.

0

S cti III: Wh r
IN P RACTICE: Sim p ly th e Best
I h v s pr vi rs, g , s s f-pr ti g st r -
s rv . Th st succ ssfu pr ctic s t y c u ic t ctiv y, ut
th y s h v st wh r th ir gr t st v c t s pr t rs.
C i g y urs f th st is c r y u thic ; i g th st, sp ci y i
thic s f-pr ti , is u t y p w rfu .
a pr vi r f sth tic ici r c g iz th k yt his succ ss w s his
st . Th y w r th fr t i ir ct i k t tr c, v ry p t ti
c i t, ch p ti t. F r v ry usy pr ctic , with i s y
usy p rs s rvic s r t i fu cti , th pr ctic w s t h vi y
st . H ch s his st c r fu y; h p w r tr i th ; h -
trust w th t tr i hi . m st f , th y w r w r w r .
H c rt i st h sy cc ss t th s rvic spr vi yth pr c-
tic s th y c u u rst th ts xp ri c wh t p ti ts
w u . Qu rt r y, h t k ft r t r vi w s rvic p r ti s
with st , t ist t th , t r c g iz th ir cc p ish ts. H
v r h sit t t c si r p yi gf r c ti ui g uc ti th t h v u t
th pr ctic . H tr t his p p w . Th y r sp ct hi w r -
v t t hi , ut th t i t urtur s f-pr ti .
Th pr vi r s t high g s, th r w r s f r ti g th s g s h
sp ci c i g tt ch t th . F r x p , if th pr ctic t its r v-
u g s, th r w r w s st ck(pr t-sh ri g) i his pr ctic . Ifr t i g s
w r t, th r w r w s st ck i th r t i c p i s wh s pr ucts h
c rri . a ft r th st ticu us y pr p r f r ccr it ti r vi w
p ss , h r w r th with c i g s rvic s f r th ir w h s. H
h ppr pri t i gfu r w r f r v ry g .
Th r w r th r p rks. o surg ry ys, h w ys h r kf st r
u ch iv r , s th st w t i t surg ry s tis rgiz
c ut h vi g s thi g h thy t t.
S h w i this t s f-pr ti ? It w s th c t cti f r st .
much ik ski g s urc f r r f rr givi gth t s urc th t s i -
c tiv t r f r, this physici sk his st t pr t hi . H g v th
th t s gui i s t s thic y, h xt r sp ct r -
w r s th t tiv t th st t his gr t st s urc f p sitiv pr ctic
pr ti i s s urc f pr ctic gr wth.
If y u h v high st tur v r, xp r why this is s . If y ur st t
pr t y u, sk why. If y u w t succ ss, t t ith r f th s thi gs
ccur. C u ic t with st c th t cti .

Ch pt r 0: Wh r Wi Y u C ct?

0
RELATIVE WISDOM: At Work
W h v c s f i y fri wh is th r pist. ev ry ti w r r u
hi I f s ifh is yzi g ; I w r wh t h ight thi ki g. I h v
sk hi ut this. His sw r is si p . l ik st p p wh r t
thi ki g ut r cti g th ir v c ti t ti s, h puts si his r
s th r pist wh h is t ctiv y t w rk.
C rt i y s s wh is v t pr f ssi yt h ci g pp r-
c , y u h v h p p utsi y ur pr ctic skf r y ur pr f ssi i -
put th ir sir s. I h p y u h v v r xt such i put with ut
i vit ti . much ik y fri is t w ys i ctiv f pr vi i g
th r py, y u r t w ys i th r f sth tic ici pr vi r.
H w th y u h situ ti s utsi y ur pr ctic wh y u r
c s physici ? a h w y u k w if th t i t r st is just t-
t r fc v rs ti r g ui ? Y u t h v t v i such situ ti s; y u
c tur th s situ ti s i t pp rtu ity y usi g c t cti :
o r si p r p yth t ts th i ivi u k wth t th pr s t is
t ppr pri t ti i which t g i t t i .
I ic t wh r th i ivi u c g t c p t ppr pri t
r p y, wh th r it is ir ct y fr y u t t r ti r fr i -
f r ti s urc i k t y u y ur pr ctic .
F w up with th i ivi u priv t y, withi sh rt ti , if y u
f th pp rtu ity xists t tr s t th p rs ’s i t r st i t
s rvic .
R i c sist t with y ur i g s pr ctiti r f sth tic
ici i h w y u r sp , c us th rs y ist i g s
w .
It is th t si p . Y u wi pr s rv y ur i g s pr vi r f sth tic -
ici , pr s rv y ur r s priv t p rs utsi th pr ctic vir -
t, qu t y r sp t th s f th rs, r i p rt t y
ppr pri t y, ir ct i t r st p rs t priv t pr uctiv ti
p c wh r c u ic ti c f cus s y th t i ivi u ’s g -
ui i t r st.

0

S cti III: Wh r
m ki g c cti is th k y t v ry succ ssfu r ti ship. Y ur suc-
c ss r quir s fu i g r ti ships with th s wh wish t i pr v th ir
pp r c th ir iv s thr ugh th s rvic s y u pr vi , s c u i-
c ti is vit . Wh c u ic ti g with v ri us gr ups t cquir such
p ti ts, y u ust c u ic t :
With purp s
I t th t wi g r r p sitiv tt ti
With c t cti th t wi ir ct th rs t r sp
Wh c u ic ti is i t rp rs , iv ri g c tr i gy ur s-
s g is sy. Wh c u ic ti is t i t rp rs , th v hic y u us
t c u ic t h s sig i c t i p rt c , c us ifth ss g is t r -
c iv , it h s v u .

ConnectingOutside
YourPractice
When I started eBay, it was a hobby,
an experiment to see if people could use
the Internet to be empowered through access
to an e cient market. I actually wasn’t thinking
about it in terms of a social impact. It was really
about helping people connect around a sphere
of interest so they could do business.
— PIer r e OMIDyAr , f Ou NDer Of eBAy
CHAPTER 11
Conn ctingwith p opl o know, and thos o don’t, is a mo compl
p oc sstoda than b o . Asa tho Da id Sh nknot d in Data Smog,
a ma k ting p blication, th a ag Am ican nco nt d 56 dail ad-
tisingm ssag s in 1 71, which os to mo than 3 m ssag s p da
b 1 7. Toda a io s g o ps, om Ni ls n to th Magazin P blish s
o Am ica, po t that th a ag Am ican ma nowb c i ingas man
as 6 dail comm cial m ssag s—a t l o wh lming n mb . Add
thos comm cialm ssag s to th ba ag o b a t , s l -imp o m nt, and
m dical in o mation a ailabl on th Int n t, in p int p blications, and on
t l ision as w ll as comm nications om i nds, ad iso s, and amil , and
it b com s cl a that a pl tho a o m dia o tl ts ist o d li ing m s-
sag s abo t o b and and o imag to th p blic.

1

S ction III: Wh
In th simpl st t ms, th ta g t d oppo t niti s to conn ct with o ma -
k t o c nt and p osp cti pati nts, al so c s, and p sonal ac-
q aintanc s o tsid o p actic incl d th ollowing:
Advertising: Paid m ssag sc at d sp ci call to ach o
ta g t pop lation o cli nts/pati nts and to p o id isibilit
o o p actic . Th s d cat o cli nts and g n at
t a c. e ampl s incl d di cto i s, magazin o oth ads,
o t l phon m ssag on o hold s st m, and n a ti-
cl s that o pa to ha plac d in a p blication o onlin .
Outreach: u npaid m ssag s that ach o ta g t pop la-
tion o cli nts and pati nts that p o id isibilit and d ca-
tion and g n at t a c. e ampl s incl d o w bsit ,
socialm diaand n two king, o as mina o plan o a in-
it d to p s nt. yo ma pa to ha m ssag s shap d, c -
at d, and manag d, b t o do not pa o m ssag d li
to th int nd d a di nc .
Directories: Wh th paid (ad tising)o npaid (o t ach),
l ct onico p int,di cto oppo t niti sand optionsabo nd.
Di cto i sp o id ast ct d plat o m o d li ingbasic
in o mation abo t o p actic :b and (nam ), sp cialt , and
contact in o mation. In som cas s th p mit th incl sion
o additional d tail, s ch as o t aining, scop o p actic ,
o s ic m n . Still oth s acc pt p sonal m ssag s, b -
o and a t imag s, and n a di ct link to contact o
p actic .
Media relations: M diam ssag sincl d c dibl , balanc d,
and att ib t d n ws (that is, th so c o th n ws is cit d)
comm nicat d ia t l ision, adio, p int, o th Int n t to
in o mand d cat . M dia lationsa npaid. yo ma hi
som on to manag o m dia lations o to p s nt o
“pitch” to th m dia, b t an dito has sol disc tion o al-
locating tim and spac o o sto .

Chapt 11: Conn cting O tsid yo P actic

11
Th s comm nication chann ls h lp o to:
C at and maintain isibilit
G n at t a c
ed cat th p blic, o pati nts, and so c s
K p lationships acti
yo p actic cannot nction, m ch l ss s cc d, witho t sing on o
th s comm nication chann ls. Th s allow c nt and p osp cti pa-
ti nts to nd and conn ct with o , to l a n abo t o s ic s, and to sta
conn ct d with o p actic .
ADVERTISING
Man p actic s and p o id s o a sth tic m dicin claimthat ad tisingis
nn c ssa and distast l. Oth s a z alo s in th i ad tising o ts,
placing n m o s m ssag s in m ltipl hicl s with high p ctations o
what ad tising will p od c .
B ca s it is impossibl to b p sonall isibl to all thos who a pot n-
tiall o ll int st d in o s ic s, o n d paid hicl s o diss m-
inating o m ssag . Ad tising is a o m o comm nication that main-
tains o isibilit to an o tsid a di nc ; it is acont oll d comm nication
p o iding o with totalcommand o th goals, m ssag , p pos , ton , and
call to action to b con d. In ad tising, o cont ol all th l m nts
that mak it an t nsion o o .
Ad tising can b g n al, and s th simpl st and most a - aching
goal: isibilit . It can also d li ata g t d m ssag to an a di nc that o
know is int st d and will b sponsi . Knowing o a di nc and its
pot ntial spons is o p ima impo tanc wh n choosingth b st m thod
o d li ing o m ssag . This hicl m st b bas d on th d mo-
g aphic s gm nt it ach s and th cti n ss o th m ssag onc con-
d. How , do not disco nt th al o a paid m ssag that do s not
p od c p ct d s lts om a sp ci c a di nc bas d on th sp ci c
m di m. f i st ca ll consid o m ssag to d t min wh th it
was o co s , o th m di m was w ong o th m ssag .

1

S ction III: Wh
Ad vertisin g Essen tia ls
Regardless of the moral issue, dishonesty in advertising
has proved very unpro table.
— LeO Bu r NeTT, ADv er TISING ex eCu TIv e
Ad tising is not o onl comm nication o tl t; how , it is th on
that most cti l cha act iz s o and o p actic to th p opl with
whom o ha th l ast p sonal conn ction and wish to ach. How ,
wh n th t th is mb llish d o acts disto t d, to comp l oth s to -
spond, this is d t im ntal. f o o m ssag to p od c s lts that p o-
mot t sting lationships on which o p actic willth i , th ollowing
l m nts a q i d:
Consistency: f o o b and and what o p actic can d -
li — tim , wh , o tsid o insid o p actic
Compatibility: Adapting o m ssag to th a di nc o th
sit ation witho t di ging om o b and
Precision: D li ing o m ssag with th ight wo ds,
ton , hicl , and timing
Truth: I o cannot b sinc , b sil nt
L o B n tt, th l g nda ad tisingicon who c at d th Joll G n Gi-
ant, th Pillsb Do ghbo , Ton th Tig , and oth ind libl imag s,
cogniz d that dishon st in ad tising will in itabl b ns cc ss l.
An s cc ss l ad tis m nt m st:
Ha a goal— isibilit , anno nc m nt, solicitation, d ca-
tion, n ws, no lt , o complianc . P ss and p ic do not
b long in ads o m dical s ic s, wh th th a l cti
o ss ntial. D n o goals so that o can m as th
s cc ss o this conn ction.
Callatt ntion b makinga is aland/o balconn ction to
th a di nc (a h adlin ). Whom do s this m ssag n d to
positi l att act?

Chapt 11: Conn cting O tsid yo P actic

13
Comm nicat cl a l : d sc ib o mission, anno ncing a
n w s ic ; o int od c a n w t am m mb o p od ct.
Th ton sho ld b in iting, and amilia (wo ds, imag s, and
colo s s l ct d).
Iss a call to action lat d to o p pos (how, wh ,
and wh oth ssho ld pl ). D t min how o want th m
to spond to this m ssag .
Ti all l m ntstog th concis l , cl a l , and consist ntl ;
thisma q i a wsq a inch so spac o a ws conds
o tim .
yo can d lop adson o own, hi ap o ssionalag nc , o s s ic s
o d b o m di mo choic to h lp o c at ad tis m nts. Do not
mic omanag c ation o th ad b t do ca ll cont ol how o , o im-
ag , o b and, and o mission a p s nt d. Two points q i sp -
cial mphasis:
1. An paid m ssag m st b d tail d and p cis in itsimag
and lang ag , simila to th d tail and p cision o con
in o p actic wh n m ting pati nt p ctations. To
som on who do s not know o , this int od ction sho ld
con p o ssionalism. To thos who know o , it sho ld
b consist nt with th p o ssionalism th p ct.
. Nop o id o a sth ticm dicin sho ld allowan paid
m ssag to b diss minat d witho t p sonall i wing it
st to ns that it is p s ntati o hiso h imag and
p actic . T st o int ition and j dgm nt i o do not l
com o tabl with thism ssag . r m mb , o ha wo k d
ha d tob ild o imag , and it isc cialthat th m ssag b
t to o mission.
Th n d o c atingand d li ingpaid m ssag s and o m as ingth i
impact on o p actic is ndam ntal. e ad tising plan sho ld b
monito d and al at d contin o sl th o gho t its c tion. St at gi s
that do not wo k can b modi d. I o ail to ach o int nd d a di-
nc , amin th i d mog aphic iabilit and int st as w ll as th hi-
cl s s d. M ssag s that miss th ma k m st b d n d.

1

S ction III: Wh
Paid m ssag s toda can b d li d th o gh man chann ls, ach with
th i own niq s t o a iabl s: p int, l ct onic m dia, and h b ids (ad-
to ials). Man o th s ad tising hicl s also ha dito ial cont nt—
t po ting o n ws and in o mation. Th h b ids att mpt to bl nd ad-
tising and cont nt; th s a to t d o p o iding th g at st oppo -
t niti s o diss minating o m ssag , b t th also ha pot ntialpit alls.
BRANDING AND DESIGN CONSIDERATIONS
FOR P ROFESSIONAL SERVICES
Kevin McConkey, Grip Design
W d n brand, as it lat s to p o ssional s ic s, as an amalgam o -
p i nc , id ntit , and p blic p c ption. f o som tim now, th id a o a
“b and” has b n n a l ins pa abl om th is al c tion o a p actic ;
o instanc , th d lopm nt o a n w logo is o t n d to as a rebrand-
ing. W ca tion against th o simpli cation o how a p actic is p c i d
o man asons, on o th most impo tant b ing that pati nts a att act d
b al and p tation, two impo tant compon nts o a b and that
ha nothing to do with th is al c tion.
v is al id ntit in o c s th st l and common t aits o th ta g t ma k t
and istingpati nt bas . f o ampl , an east Coast ph sician whos p ac-
tic is d n d b th lat st t chnolog , mod n a chit ct , and th spa s ,
cl an lin s in th ad tising and ma k ting has a di nt is al p s nta-
tion om that o a s g on p acticing in Santa f . Th i di nc s a not
bas d on a iations in s ic q alit , b t ath on th common is al lan-
g ag o th i constit nc . u nd standing o cli nt/pati nt bas is a k
to p actic g owth. App aling to th i a sth tic s nsibiliti s is th k to
b and cognition.
L t’sd n a alistic p ctation o what o id ntit can do o b ilding
ap actic and wh it isso impo tant. yo id ntit wills asa is alsho t-
c t to how a pati nt ls abo t his o h p i nc s with o p actic .
What isp hapsmo impo tant o n wpati ntsisthat it willp o id a is al
nc point that comm nicat s th q alit o o s ic s. W ha all
b n con ont d with a choic b tw n two nknown p od cts; at th s p -
ma k t, th cosm tics co nt , o wh n consid ing which hot l to choos ,
th is al compon nt o a b and has th abilit to inc as cons m con -
d nc . Consid th ct o a w ll-d sign d id ntit on th p c i d al
o s ic s as a nction o cost. P o ssional s ic s n d to b j dg d not

Chapt 11: Conn cting O tsid yo P actic

15
b th amo nt o tim q i d to p o m a s ic , b t b th al o that
s ic to ach cli nt. An on can mak an incision; pati nts hi th i s -
g on bas d on his o h abilit to mak the right incision. v is al l m nts
that dist act om con ing t m comp t nc sho ld b liminat d.
Th most impo tant point to b mad is that a mod st in stm nt in a
p o ssionall d sign d id ntit inspi s t st among pot ntial cli nts. Th
d cision to nd go an cosm tic p oc d is w o ght with ind cision and
an l m nt lat d to o p actic that can ng nd t st is in al abl .
Whil ah alth p actic s s s alchann ls to inc as th c stom bas ,
th con sion atio is most a ct d b con ing con d nc , p i nc ,
and p o ssionalism and b b ilding t st.
H lp l to th p oc ss o b ginning a d sign o o b and is to nd a
d sign pa tn with a p oc ss and p sonalit o l com o tabl with, -
c ll nt t pog aphicskills, standa d op atingp oc d sthat g a ant d ad-
lin s, and a t anspa nt billing p oc ss. yo will n d to sha a g at d al o
how o s o p actic ol ing to g t th most o t o this p oc ss. Th
cli nts who gain th most and a bill d th l ast t nd to sp nd ag at d alo
tim on th “ ont nd” o ap oj ct, and onc th lan ad q at di ction
has b n d t min d, l t th i d sign mg id th p oc ss. J st as o pa-
ti nts m st t st o to mak th co ct d cisions, so m st o t st th
pa tn s in ol d in a d sign.
All o th is al l m nts in ol d in a d sign st m om a c nt al t iad:
logo, t p st l , and colo pal tt . O mant a is to on th sid o sim-
plicit . B wa o an logo that att mpts to d n o p actic with is al
clichés o l m nts that ma g ow stal with tim . A logo sho ld b scalabl
( sizabl ) and ha sions ad o an n mb o applications, s ch as a
ball cap, a postca d, o a billboa d. All o th logo sag g id lin s, along
with th t p st l o l tt h ad, co spond nc , billing, and so on, sho ld
b contain d in a b i “man al o st l ” c at d sp ci call o o p ac-
tic . This doc m nt sho ld also contain th colo pal tt in ach o th pop-
la p od ction m thods: Panton Matching S st m spot colo s, CMyK
p c ntil b akdowns, and sc n-bas d q i al nts o t l ision and mon-
ito o tp t. I this s ms complicat d, la —th wo k to c at this man al
willb don b o d sign pa tn , and th int nt is to c at as o s . B
cl a at th o ts t o s l cting a m that th goal o this p oc ss is not j st to
c at an nd ing look and l o o p actic , b t to do so in a mann
that allows o administ ati sta to plicat th p o ssional d sign a s-
th tic on a dail basis.
Continued

16

S ction III: Wh
A s cc ss l is al id ntit o ha l is compos d o th ollowing st ps:
1. Int i w and id nti a good d sign pa tn . Th b st pa tn s
will ha a st d int st in doing s a ch abo t o p o s-
sion and b willingto show o p to th “comps” at th initial
d sign p s ntation.
. In st tim p ont to d cat o t amon o p actic ’s m s-
saging and st l . Comp t nt ms will wo k ha d to d n th
app op iat look and l o o b sin ss and sho ld b w ll
s d in o b sin ss plan o th n t 5 a s.
3. Hi o assign a “point p son” to d n and d li o con-
t nt. Th singl b st p actic to a oid in sting mo tim and
mon than n c ssa is to ha a singl p son nn ling all
cont nt to o b anding pa tn s. Consolidat d dback o-
c s s o d sign t am on p obl m-sol ing and sa s tim and
p ns .
. C at a comp titi landscap to g a ant that o position-
ing and id ntit a niq . N w p actic s a g la l ca d
o t om isting ph sician g o ps. u nd standing th land-
scap o o comp tito s o pa nt p actic s will allow o to
c a t a niq b and that cts how and wh o s o
pati nts.
5. T st in th p oc ss and o d sign pa tn ; l t th m cis
th i abiliti s. A pa tn with a s o t aining and p i nc
can h lp g id o id ntit . r sist th t mptation to b com a
clos t a t di cto . How , this do s not p cl d o p o-
iding dback and di ction. G at dback do s not add ss
sp ci cs, b t ath th matic iss s. r ain om d manding a
logo b la g and c nt d, b t do ask how th b and can ha
a st ong p s nc on th pag ; o might b s p is d at how
man wa s a p obl m can b sol d.
6. Mak tim l , tho ght l, and nald cisions. This alls nd th
b ic o p og ss and cost sa ings. Ind cision and d la s act -
all cost mo than th tim in ol d. Th soon o can p o-
d c o b and, th b tt .
BRANDING AND DESIGN CONSIDERATIONS
FOR P ROFESSIONAL SERVICES—con t’d

Chapt 11: Conn cting O tsid yo P actic

17
7. A oid d signing b committ . e n in th most p ct o sc -
na ios th ma b som diss nt abo t a naldi ction. D sign-
ing b committ d st o s th possibilit o niq positioning
b a aging all wo k to th low st common d nominato . Con-
sid th sa ing, “In allth wo ld’s pa ks, in allth wo ld’s citi s,
th will n b a stat d dicat d to committ s.”
8. establish planning g id s that consid th nti a and ma -
k ting plan. This allows two al abl cts: (1) it is asi
to monito and maintain th ight amo nt o comm nication,
pa tic la l to a gm nt slow c cl s o th a , and ( ) it acil-
itat s ci nci s in p od ction costs (p intingm ltipl pi c s at
th sam tim g atl d c s th p ns ).
. S t b nchma ksin ad tisingand ma k tingand i wp og ss
q a t l . establishing a c ati b i at th o ts t o a d sign
is on wa o g a ant ing that a -long ma k ting and d sign
o ts sta on-m ssag and on-b and. Q a t l i ws can also
p o id a s t m thod o i wing and cong at lating o t am
on p oj cts that attain d th i goals.
1 . Stick to o b and standa ds as d n d b th man al o st l .
A t all th tim and o t sp nt to c at a st l and m ssag ,
th man alwillb o compass. Do not b a aid to polic o
b and and thos who a sponsibl o its dail c tion. W
comm nd ann al ch ck ps with o d sign pa tn to main-
tain consist nc and cti n ss.
C tainl , at th nd o this p oc ss o will ha do bts abo t som o th
d cisions mad along th wa . It is h man nat to consid o actions.
B t do not l t l nth-ho conc nsd la p od ction. Asth sa in spo ts,
“I o don’t shoot, o will n sco .”
r m mb that o b and is compos d o man l m nts wo king in
conc t. How a pati nt is g t d is j st as al abl as how o logo is dis-
pla d at a cha it nction. Th goal is to con a s ns o q alit , b ild
t st, ct th al s o o pati nt comm nit , and inspi cons m
con d nc so cli nt/pati nt can s as an ang list o o s ic s.
J st as lationships d lop with pati nts, o will also d lop a la-
tionship with o b andingand d sign t am. Don’t b a aid to ha agood
tim ! B ilding t st and p i nc among t am m mb s will b n t o
p actic o m ltipl p oj cts and man a s.

18

S ction III: Wh
P RINT M EDIA
Ad tisingin ap int d o mat is g n all d n d as adispla ad, with a t-
wo k that con s o m ssag (as oppos d to a classi d ad, which con-
sists o wo ds s d to classi ajob o ap od ct o sal ). Th c nt o ms
o displa ad tising and th i o mat, ang , oc s, and a di nc incl d
th ollowing.
Billboards Billboa ds, thos p omin nt slabs o wood and st lscatt d
ac oss a m lds and plast d on b ildings, o t n hawkth i wa s in ga -
ish colo s and o tsiz d m ssag s. A billboa d’s ang is d t min d b th
abilit o pass sb to s it as th sp d b o stop o t a c. Th oc s
has to b simpl and cl a , makingam mo abl imp ssion in a ws conds
wh n i w d om a distanc . Th a di nc is th p blic at la g , and an
ta g tingis lat d to th local wh th billboa d is plac d. Billboa dscan
b p nsi —t ns o tho sands o dolla s, d p ndingon location, lighting,
siz , and q alit . B ca s o th i a i d dim nsions and th q i m nt
that th b isibl om a distanc , o will n d to hi a p o ssional to
d sign a billboa d. M i w: Nothing as p sonal as a sth tic j nation
sho ld b con d on som thing as imp sonal and natt acti as a bill-
boa d.
Newspapers In Am ica, n wspap s a d ing. Th a costl to p o-
d c and cons m al abl so c s (pap ), b t th a still a o d b
man t aditionalists o th i dos o national and local n ws. Acco ding to
a 6 st d b th N wspap Association o Am ica, si o t n -
spond nts ch ck th ads at l ast onc a w k o p od cts to p chas .
N wspap s can p o id an acc at d mog aphic o th a di nc th
ach, wh th a sp ci c comm nit o a la g m t opolitan gion, o b
th s ction o pap in which o ad is plac d. f oc s o ad to o d -
mog aphic, b t b ca l: th low p int sol tion s d o man n wspa-
p s can mak imag s app a zz and smallt t n a l impossibl to ad.
In o ma k t o n d to m as who ads a n wspap as w ll as
which pot ntialcli nts ha s n o n wspap ad. On o th ad antag s
o an wspap is that it a o ds o th oppo t nit to b ndl o p int ad
with an onlin ad in th n wspap . Most n wspap s ha a sho t l ad
tim ; o ad ma onl q i as bmission l ad tim o to 7 ho s b -
o it ach s o a di nc ’s hands. M i w: N wspap scan b cti

Chapt 11: Conn cting O tsid yo P actic

1
o s asonal m ssag s, anno nc m nts, n ws, o no lt , d p nding on
o ta g t d a di nc .
Magazines Slick and go g o s o ch ap and ch s , magazin o mats
n th gam t o q alit , cons m int st, dist ib tion, and thics. Th
d aw att ntion bas d on th oc s o th i cont nt, om ashion and b a t
to hobbi s and spo ts, om t a l to wo ld n ws and b sin ss. Acco ding
to a 8 st d b M div st, magazin s a s d onc a w k o mo b
7% o cons m s in s a ch o ashion and b a t in o mation and b 37%
o cons m s s king h alth and w lln ss in o mation. Th i ang can b
national o local. Th a dist ib t d b s bsc iption o sold on n ws-
stands, wh th i ash co s comp t with oth simila magazin s.
Som magazin s a nsolicit d and dist ib t d o cha g to sp ci c
add ss s and d mog aphic g o ps. Nationalmagazin s o t n ha gional
ad tising pag s, o o tsid sal s g o ps that s ll a coll ction o national
pag s p gion. Localmagazin s o t n at soci talo c lt alacti iti s
in acomm nit o m t opolitan a a. Lik n wspap s, magazin s can b n-
dl o ad to p o id both p int and onlin p s nc on th p blication’s
w bsit . M i w: Good magazin s with good thical standa ds and q alit
cont nt and p od ction al s can b cti o isibilit , s asonal m s-
sag s, anno nc m nts, o n ws. Th ca at is knowing how q ntl th
p blication is dist ib t d and th l ad tim om ad plac m nt to p blica-
tion. This can b as littl as w ks o as m ch as 3 months.
Directories P int di cto i s a as staid and standa d as th llowpag s
o ins anc , hospital, and comm nit di cto i s. B ca s th i cont nt
chang s q ntl , and ad tis s a di s th a g n all p od c d
in in p nsi , disposabl o mats. Di cto i s g n all ha a ang d -
n d b g og aph , with an oppo t nit o o to ach as na owl o
wid l as o wish. Th p o id a basic comp ndi m o contact in o ma-
tion; th i a di nc is looking o in o mation abo t sp ci c p opl , p od-
cts, o s ic s. M i w: Th onl thing a di cto is s d o is to nd
contact in o mation; th o don’t sp nd mo than o m st to list o
contact in o mation in th cat go i s wh di cto s s a lik l to look
o it. each tim th di cto is p blish d, ad o nt to mak c tain
th in o mation is co ct and c nt; it is damaging to o imag i a po-
t ntialcli nt ails to contact o p actic b ca s o achang d n mb o a
t pog aphic o .

S ction III: Wh
Programs Wh th o th op a o a local cha it , a wom n’s cl b ash-
ion show o th local spo ts t am, p og ams o ta g t d oppo t niti s to
plac displa ads. Th a in o mat mo than oth o ms o p int m -
dia, and th i ang is d n d b th i p pos —th nt o a di nc th
s . u nl ss o s ic s ha di ct al to th a di nc , th onl a-
son o ad tising in p og ams is o isibilit , nam cognition and to in-
spi goodwill. M i w: P og ams a a g at oppo t nit to sha good-
will. Local athl tic t ams o cha itabl o ndations ma s k o s ppo t,
and i o want to, gi it, b t don’t plac an ad i o m ssag is not ap-
p op iat o this hicl , o o nancial s ppo t inst ad.
Direct Delivery Wh th a postca d o a l tt to o pati nts in iting
th mto t th lat st and g at st in o p actic , di ct mailis am ans o
diss minating o m ssag and making a conn ction. Th o mat o di-
ct mail a i s, as do s th so c o th mailing and th oppo t niti s to
ta g t o blank t an a di nc . Wh th o a th so c o o a sing
a di ct ma k ting compan , b c tain that th q alit o th mat ial, th
m ssag con d, and th packaging a cl a l d n d. Di ct mail has
th g at st oppo t nit o ibilit : o can ta g t a sp ci c zip cod o
a sp ci c s bs t o o pati nt pop lation; o can p od c a iabl data
(wh b asp ci c ld on th p int pi c is c stomiz d to th cipi nt) o
s nd a g n ic mail . B t b ca l: in s nding an o m o ad tising o
solicitation to o pati nt pop lation, o m st compl with HIPAA g-
lations; o m st ha o pati nt’s p mission to comm nicat in this
mann . M i w: Ca ll d n o a di nc , m ssag , and th pack-
ag o want d li d, th n d t min wh th th o t to c at and
s nd o m ssag is wo th th tim and mon . Di ct mass mailings -
q i th s ppo t o a tomat d s st ms, and th p sonal to ch is lost. Di-
ct mailto an indi id al q i s ca lta g tingand ca lm ssagingso
that o a i w d as comm nicating a b n t, not p shing o s ic s.
Co-op Co-op is not a hicl o ad tising; it is an ad-sha ing a ang -
m nt wh b a compan with which o do b sin ss, s ch as th man -
act o a cosm tic inj ctabl , o s to pa o ad tising p omoting its
b and in addition to listing o p actic . This ma b a p int ad, an mail,
o anoth m di m. Th man act ma pa o all o th ad tising, a
po tion o it, o o an asp ct o th ad tising p oc ss s ch as th p inting
costs o a di ct d li ad, whil o a sponsibl o th postag . Co-

Chapt 11: Conn cting O tsid yo P actic

1
ops can b g at oppo t niti s o compani s to p omot th ms l s and to
showthat th ph sicians who s th i p od cts po t good o tcom s and
s cc ss. How , i th co-op do sn’t ct o p actic b and and im-
ag app op iat l , o i th ad looks lik a co-op p od ction that p omot s
oth ph sicians along with o in o ma k t, it’s b st to ask o th com-
pan ’s s ppo t in wa s mo consist nt with o p actic , imag , and -
p ctations.
Cost a n d Va lu e
B o s l cting a pa tic la ad tising hicl , consid wh th th o -
mat and cont nt o that p blication is consist nt with o imag . e al at
th ad ship d mog aphics to alidat th p blication’s abilit to ach
th id al a di nc o o m ssag . yo n d to m as th cost in la-
tion to th siz o th a di nc ach d, d n d b most p blications as cost
p tho sand (CPM). CPM do s not to thos who ad o m ssag ;
it indicat s onl thos who c i th p blication in which it is displa d.
An p o ssional p blication will ha a at ca d that b aks down ad -
tising at s into o cost p tho sand ad s ach d with an on ad in-
s tion. yo sho ld q i an sal s p s ntati to d n this o o .
Also consid th p blication’s cont nt wh n al atingp int m diaas a -
hicl o ad tising. Most p blications p o id an ad anc cal nda high-
lighting sp cial topics o a ticl s to b at d in t iss s. Paid ad -
tisingin an iss that incl d s cont nt that pa all ls th s ic o p o id
o that is att acti to o ta g t pop lations has g at al than n-
known cont nt. It is o lationship with th p blication and its p -
s ntati s that will in itabl s lt in an nd standing o wh o ad-
tising sho ld b position d, o th ass anc that o ad will not b
position d with cont nt o oth ad tising that con icts with o c iticiz s
th s ic s o p o id .
I o al ation o a p blication’s a di nc , cost, and cont nt indicat s
that it wo ld b agood plac to ad tis and o do so, o sho ld alidat
o d cision a t p blication b m as ingth spons that this p blica-
tion has g n at d o o m ssag . This can onl b don int nall b
askingthos who cons lt with o wh th h a d o m ssag and what
p ompt d th m to act. With p int ad tising, alidation can also b m a-

S ction III: Wh
s d indi ctl th o gh th s o co pons o sp cial o s, b t o n d
to b c tain that th s a cti , tast l, and cong nt with o p ac-
tic ’s imag .
P int ad tising can s all b c at d with imag s, is o t n l ss costl o
displa than l ct onic m dia, and is asil o matt d o is d to con-
di nt m ssag s at di nt tim s in di nt p int o mats. How ,
p int ad tis m nts can b asil o look d, and man ad s l a n how
to t act th cont nt that app als to th m witho t di ct att ntion to dis-
pla ads. Th ip sid o this is that is all app aling displa ad tis -
m nts, m ch lik app aling cont nt, will ga n att ntion.
What cost is in ol d in p int ad tising?
Creation oftheartwork: Som p blications will siz o -
is istinga two kat nocost to o j st toind c o toad-
tis . Mak c tain that th ision is absol t l co ct
and m ts o q alit standa ds.
Cost of space: This is s all d to as an insertion, b -
ca s an ad tis m nt isp ic d b th amo nt o spac it oc-
c pi s and its pa tic la plac m nt in th p blication.
N wspap s m as ad tis m nts in col mn widths b
ticalinch s;magazin sand tabloidsb pag and actional
pag siz s. P mi ms a s all cha g d o colo and with
jo nals, magazin s, and tabloids, o p im positioning (th
ont and back insid co s and th back o tsid co ). In
addition, at s ma b zon d—p ic d bas d on th a di nc
siz and d mog aphicso asp ci c gion to which an dition
is ta g t d o d li d.
Cost of administration: Wh th o s an ag nt o a sta
m mb to plan and n gotiat o ad tising o ts, th
will b associat d costs. f q ntl , ag nci s cha g o th
ll ins tion at and th m di m o a ad tising in will
disco nt this cost b 15%. This is how ag nci s mak th i
mon . In oth cas s, th p blication willp o id a15%dis-
co nt i o pa in atim l ashion and commit in ad anc to
a s miann al o ann al ad tising sch d l .

Chapt 11: Conn cting O tsid yo P actic

3
P int ad tising at s a s all n gotiabl , bas d on sp cial p omotions
that ad p s ntati s alwa s ha a ailabl to o . How , i o call
ag to ad tis , wh sho ld an ad p s ntati o o a disco nt?
yo ha tipp d o hand, and th is littl inc nti to n gotiat . Th in-
di id alin o p actic who manag s and n gotiat s o ad tisingcon-
t acts m st b agg ssi and di ct whil maintaining a i ndl lation-
ship with o ad tising p s ntati s— n wh n o a not in an
acti c cl o ad tising.
D IRECT D ELIVERY
Di ct d li o p int d m ssag s o ad tising, can b th b st m ans o
conn cting with thos o wish to c i o m ssag , wh n a alid, ta -
g t d databas is s d, and wh n th m ssag is ta g t d and att acti .
A g at d al o j nk mail is s nt to b sin ss s and sid nc s on a g la
basis, and no a sth tic m dicin p actic wants its m ssag to b p c i d
as j nk. I th m ssag looks ch ap, is con sing, o is d li d to an a di-
nc that is not int st d in it, it is simpl j nk.
Di ct d li p o id s signi cant oppo t niti s o c ating add d al
o o p actic . A singl comm nication tool ma ha m ltipl s s o
a ing a di nc s, th o gh di nt mod s o d li . f o ampl , a
n wsl tt ma int od c o p actic to pot ntial cli nts/pati nts; it can
s as a isibl link to o al so c s and k p o c nt cli nt
and pati nt pop lation acti , in o m d, and d cat d. Toda ’s databas
manag m nt p og ams allow o to c stomiz o di ct d li comm -
nications as w ll as o in-o c comm nications. yo databas can b
so t d b topic, nam , o anoth d n d ld; b st o all, it can b s d -
p at dl , as long as it is k pt c nt.
Is di ct d li n gotiabl ? No, b t it can b inno ati and ibl .
How , th a costs associat d with di ct d li , and th s n d to
b tak n into consid ation.

S ction III: Wh
Creation of the message: yo m ssag m st b d lop d.
B ca s th m ssag is so ta g t d, can o o , mo impo -
tant, sho ld o t st an o tsid so c with this sponsi-
bilit ? On th oth hand, b ca s th m ssag m st b
is all app aling and consist nt with o imag , can o
a o d not to ha this p o ssionall c at d?
Use of bulk mail: B lk mail is lati l in p nsi . Di ct
ma k ting compani s and mail ho s s will p int, so t, ad-
d ss, b ndl , and d li o di ct d li m ssag s sing
a io s databas s. Th is a mail ho s cha g , b t postag
at s a low and th sa ings in tim and o t to p pa
th mailing a consid abl . e n l ss p nsi , b t o
m ch g at al , is hand-to-hand d li th o gh o
al so c s, th o gh o n ighbo s o oth b sin ss s
with whom o d lop pa tn ships, and c tainl th o gh
o own o c . Too man p actic s mak th mistak o
s ndingab lkmailingb t o g t to p int no gh so that th
ha t asa ailabl todispla in th waitingand amination
ooms.
Administration: e n i o o tso c p pa ation o o
di ct d li comm nications, this will still p s nt o
high st cost o administ ation. Th cost is in tim in st d
b ca s som on int nall m st d n and d lop o di-
ct d li o wo k clos l with thos who do. Th al
o di ct d li isitsabilit to ta g t o a di nc and m s-
sag , so no on oth than o o o sta sho ld b l ading
that cha g .
Di ct d li is on o o b st options o isibilit , b t ma also b
o g at st capital comm nication p ns . It q i s cti planning
to id nti o a di nc , d n and d lop o m ssag , and s l ct th
most cti hicl o ach o t. I o a not committ d to doing it
ight, do not do it at all.

Chapt 11: Conn cting O tsid yo P actic

5
RED F LAGS
r d ags s t o wa nings, and d ags in ad tising can b costl .
B ca labo t ad tising o p ic s nl ss o can g a ant that th
s ic o p od ct at that cost is app op iat o an on who sponds. B
ca l o ad tising p ic s, nl ss o want to sta t p ic wa s.
Absol t s a d ags: best, most, complete, erase, and eliminate a all
wo dsthat con absol t s. u nl ss o can p o thos absol t so achi
thos absol t s 1 % o th tim , don’t ad tis that o can.
D sc ipto s s ch as nonsurgical face lift, no down time, no risk, and no
bruising s mbl absol t s. u nl ss o can absol t l g a ant that o
can d li on th s p omis s, don’t lab l o s ic s this wa .
Th s a not j st m cons ati i ws, th a th thical standa ds
that co sp cialt soci ti s d n in th i m mb ship g id lin s. B o
o ad tis , b amilia with and sp ct:
P o ssional soci t cod s o thics
Stat o local g lation ga ding m dical ad tising (p dig
laws and t stimonials)
Whil onl th thicalma b nc mb d b thics, it is also th thicalwho
a o t n th most s cc ss l.
Electron ic Med ia
Th wo ds o w it ma so nd p ct o con ing o m ssag abo t
a sth tic m dicin , b t wh n th a t ansmitt d b l ct onic m dia, th
is mo to consid than j st wo ds. Howa th p s nt d? Do s th p o-
g amin which o comm cialapp a s o th songthat l ads o ollows s t
th ight ton ? How o m ssag is d li d and in what n —d inga
com d , ad ama, an ws p og am, o atalkshow—can in nc o m s-
sag . How o m ssag will b int p t d is bas d on a iabl s s ch as
wo ds, so nds, ton , ol m , cont nt, and imag s. el ct onic m dia a
mo a i d, np dictabl , and th i s cc ss at l ss doc m nt d than
that o p int m dia.

6

S ction III: Wh
Simila to p int m dia, l ct onic m dia can b s d both o ad tising
and m dia lations. el ct onic m diam st tak into consid ation th sam
basics as p int: o mat, ang , oc s, and a di nc .
el ct onic m dia also ha “ad to ial” al as “in om cials” o paid
p og amming. No matt th nam , i o pa o plac m nt on adio, t l -
ision, cabl , sat llit , digital o w b chann ls, it is ad tising. B o o
plac an ad on l ct onic m dia, o sho ld d t min what tim o da and
what da o th w k a b st. yo also n d d tails on th d mog aphic
ma k t a a (DMA) in which an ad will n. el ct onic m dia a l ss ta -
g t d to th g og aphic location o th nd s and mo ta g t d to his o
h int st.
M ch lik p int m dia, o abilit to al at th al o l ct onic m dia
can b nhanc d with m dia kits and at ca ds p blish d b th m dia
p o id . Th s p o id sp ci c d mog aphic in o mation abo t a di nc
and ach. f acto s to consid wh n al ating l ct onic m dia hicl s in-
cl d d mog aphics, CPM, and cont nt, j st as with p int. With l ct onic
m dia, how , th a additional consid ations. P int m ssag s can b
sa d o lat al. el ct onic m ssag s, with th c ption o Int n t
ads and int acti t l ision, cannot b sa d and d to lat . Th s all
l ct onicapplicationsha asho t “sh l li ” than p int. el ct onicm dia
a also signi cantl mo costl in tain d al than p int m ssag s.
O tsid o mo t aditional t l ision and adio, th n w st m ans o l c-
t onic d li —Int n t, int an t, podcast, mail, and t ting—a th
ast st-g owingcomm nication hicl stoda . Th s n wm thodsa o
clos st link to int p sonal comm nication with c nt cli nts b t o
th most mot possibilit o aching thos n amilia to o . Th s
wi l ss comm nications h lp o sta conn ct d whil allowing cipi nts
to t i m ssag s at th i con ni nc . How , it is also highl discon-
n ct d b ca s it allows indi id als to boldl j ct o m ssag b ith
igno ingsom things nt di ctl to th m(d l tingit) o simpl hanging p.
It is impo tant to cogniz th distinctions b tw n p int and l ct onic
m dia to nd stand how th a di nc sponds and to m as th i -

Chapt 11: Conn cting O tsid yo P actic

7
spons . J st as m as ing spons with p int q i s askingp opl wh
th nco nt d a m ssag and what p ompt d th m to act, this is also s-
s ntial with l ct onic m ssag s. B ca s th s m ssag s cannot alwa s b
sa d o sto d, how do o know that a m ssag t l l ll d its obj c-
ti , sp ciall i that obj cti is to d aw pot ntial cli nts/pati nts to o
p actic ? u nl ss o a di nc al ad knows wh to nd o , l ct onic
m ssag s, to b cti , n d to b in o c d with som thing conc t
that can b tain d. It is c itical that o m as th i pos to m s-
sag s as w ll as th d ning catal st that mad th m act, and how th
o nd o .
Radio r adio is a mo ta g t d m di m than as a s lt o s bsc ip-
tion sat llit s ic s and Int n t-bas d adio. yo can list n to what o
want wh n o want. r adio comm cials (ads) ha an nlimit d ang to-
da ; th ma ach th list ningd mog aphic in ag og aphic a a, o a as
nknown. r adio is oc s d; o mats incl d talk, n ws, and a i t o
m sic. r adio comm cials can b jingl s, p omotions, o sponso ships. I
o wish, o can b th cl si sponso o th w ath , spo ts, o b a t
talk s gm nt, o an p og amming th n two k o station o s. yo a di-
nc can b an on o on in ag og aphic gion who is int st d in a
c tain o mat o m sic o talkshowtopic. M i w: u nl ss o m ssag o
jingl is so m mo abl that th list n is both comp ll d to contact o and
abl to call o sp ci c nam to s th adio w bsit o anoth so c
to obtain o contact in o mation, th is littl cac in sing adio.
Television T l ision was onc limit d to a w stations, v Hf , th n
u Hf . S bsc iption s ic s a i d, adding mo chann ls and choic s;
th n cabl , sat llit , W b Tv , and now th digital ol tion. f o
v Hf and u Hf chann l th can now b th digital chann ls. Th was
a tim wh n w might ha disting ish d b tw n b oadcast, cabl , and
sat llit , b t th di nc s a no long o cons q nc . With th ad nt
o digital t chnolog , b oadcast t l ision is now m ch mo oc s d. P o-
g ammingis d sign d not onl to ach ac tain g og aphic a ab t also to
ach m ch mo d n d d mog aphics. f o ampl , among th o ma-
jo n two ks, on digital chann l can o pop la p og amming, on local
n ws and w ath al ts, and on topics ta g t d to sp ci c d mog aphics:

8

S ction III: Wh
wom n, b sin ss, nanc , o spo ts. B oadcast mains th most p nsi
wa to ad tis . D spit all th t l ision chann ls and options, it still
d aws th la g st a di nc (altho gh that is dwindling). Cabl and sat llit
o ta g t d chann ls and p og amming. B a o, Disco , and O!
a among th a o d wom n’s d mog aphic chann ls. CNN, MSNBC,
and f Ox p o id n ws. eSPN has m ltipl chann ls; what o int -
st, th is achann l. r ga dl ss o th t l ision o mat, ad tisingcan b
national o local, and, as with p int, th a oppo t niti s to ad tis on
a station and its w bsit . As on adio, o can n a comm cial o sponso
a n ws s gm nt o p og am. And i o l o a di nc is awak at
3 AM, o might b abl to p chas tim o paid p og amming—which is
ad tising.
Telephone Th t l phon is on o th old st o ms o p sonal l c-
t onic comm nication. Toda t l phon s ha mo s s than . Th
ha oic mail and acc pt t t. Man a conn ct d to a machin s, and,
d spit do-not-call lists, phon s a s d b co ntl ss solicito s to p omot
thing om mo tgag s to o ot on l ction da . Q it simpl , t l -
phon is o clos st conn ction to th o tsid , o ing th b n t o con-
n ctingin p son. yo can int p t oic and in ction and c at adialog
c stomiz d to th indi id al. f o this ason, it is m i w that th t l -
phon sho ld n b s d to ad tis o solicit. It m st onl b s d to
comm nicat what has p sonal al , as tho gh th indi id alw sitting
b o o .
Internet Th Int n t o s ad tising wh , in m ltipl o mats.
yo can ad tis th o gh s a ch ngin s lik yahoo!o Googl m diasit s
with sponso d links. yo can ad tis on sp ci c sit s with bann s o
click-th o gh ads that a pa -p -click o bo ght at a d n d ad tising
at . yo can n comm cials that p c d Int n t Tv clips o p og ams
o n ws. Th ang is n a l ndl ss; an on can nd an thing on th In-
t n t, b t with so m ch a ailabl , th ang is also limit d to thos who ac-
t all ma nd a n dl in a ha stack. Th Int n t can b di s and di-
l t , o nb li abl oc s d and ta g t d; it d p nds on th act al sit and
o mat o choos o o ad tising. Th Int n t ca i s a m ltiplicit
o di cto i s (ad tising), som d sign d a o nd o sp cialt , a sp cial