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

3

S ction III: Wh
achingth s di ctl o m st compl with HIPAA g lations. Don’t
s nd an mailto an on who has not indicat d that h o sh is willingto -
c i o m ssag ia mail. This appli s wh th o ad o iginat s in-
ho s o th o gh a thi d pa t .
Text Message T t m ssag s a sho t, to th point, m st-act ads. I
som tim s wond howit is I c i th m, sinc I n gi m c llphon
n mb o t wh n I shop. B t man cons m s do gi o t th i c ll phon
n mb s, and g t t t m ssag solicitations—ads. Th s b a th sam
cha act istics and q i m nts as spam; o m st b HIPAA compliant.
T ting m st b s d o p sonal m ssag s, s ch as con ming appoint-
m nt tim s. It is not an app op iat hicl o ad tising.
Wh th mail, oic mail, o t ting, th ad antag s to l ct onic d li
a s bstantial wh n o know an a di nc m mb will w lcom o
m ssag . It is con ni nt, in p nsi , and as to spond to. B ca s
p opl can spond so adil , it also has ad antag s in m as ing spons .
How , wh n s d to diss minat m ssag s to an nknown a di nc ,
l ct onic m diacan b highl disad antag o s. Consid allth j nk mail
o c i and th anno anc o t l ma k ting. Altho gh th s wo ld not
ist i th w no indi id als who spond to th m, is th p c ntag o
positi spons wo th th n a o abl imp ssion n c pti indi id als
will d lop abo t o ? Will o know how man simpl igno it o a
in iat d b th int sion? As th p o id o som thing p sonal and p i-
at , is this impo tant to o imag ?
Th s p sonal o ms o l ct onic conn ction with o ma k t ha th
most acc at m ans o m as ing spons o an nknown o highl ta -
g t d a di nc to o m ssag , b ca s th m ans o spons is attach d
to th hicl o comm nication its l . Thos who spond a t ack d di-
ctl th o gh th t chnolog , wh th a t l phon call o a mo s click
that l ads som on to o w bsit . With l ct onic d li , wh th th
pl is positi o n gati , o can asil d t min that th m ssag was
c i d, b ca s th t chnolog a tomaticall t acks it. What o cannot
m as in instanc , how , is m ch th sam as with an o m o

Chapt 11: Conn cting O tsid yo P actic

31
comm nication: n tho gh a m ssag is d li d, is it s n, cogniz d,
o p oc ss d in an wa ?
O N TH E AIR, IN TH E AIR
el ct onic m ssag s a g at comm nication tools. Th i g at st al to
o , how , is not in paid m ssag s s ch as ad tising, b t in pati nt d-
cation and o t ach. Wh n o consid th cost o paid l ct onic m dia
m ssag s and th act that most p opl a ngag d in som oth acti it
whil also sing l ct onic m dia, ass ssing th cti n ss o this o m o
d li q i ssom s io sconsid ation. el ct onicm diasho ld n
p s nt th b lk o o comm nication b dg t.
A adio ad tis m nt o plastic s g , las hai mo al, o simila s -
ic s is att ntion g tting, b t b its l it cannot achi o t a c obj c-
ti s. How man list n s will m mb th t l phon n mb to call, no
matt howman tim s it is p at d? Howman list n s willd cid at th
mom nt th h a o m ssag that th a ad to act on a d si to n-
hanc app a anc ? And i o wish to ad tis o a sth tic s ic s on
t l ision, o had b tt know o ma k t w ll, b ca s wh wo ld on
s s ch ap blic m di mto diss minat p sonalm ssag s? Howwill o
ad stand o t om th assa lt o Int n t m ssag s? yo m st not onl con-
sist ntl p s nt o b and and imag , b t also b th isibl n dl in th
ha stack whil making c tain th mi o m ssag s is not co nt to o
own m ssag , b and, imag , o thics.
COST AND VALUE
Th a no g n aliti s that can b cit d abo t th isibilit , att ntion
gi n, o cost o c ating and placing l ct onic ads. T l ision ads ha
th dim nsions (a dio, t t, and id o). Int n t ads ha conn cti it
( o can link omth ad to o w bsit o n to at l phon call). v id o
can b in p nsi l c at d with a digital cam a o p o ssionall p o-
d c d b an ad ag nc . Int n t ads can b compil d om simpl a t o b
p o ssionall d sign d o d pth and ct. In all l ct onic hicl s th
a m ltipl a iabl s:

3

S ction III: Wh
yo ma sp nd as m ch to c at an ad as o do on diss m-
inatingit. u s p o ssionalhigh p od ction al s o th b st
oppo t nit to capt o a di nc . Th isno ad antag
to o b sin ssand imag in pa ingalot todist ib t ach ap
o amat ish ad.
u nlik p int ads, wh o ha a p oo and know th dat
o p blication, monito ing adio o t l ision ads o n o-
tatingW b bann sisnot so as . yo sho ld q st a ll -
po t om th m di m on wh n and wh o ad will n,
and spot ch ckit. I th m ssag b com sco pt d and do s
not pla , o sho ld not pa .
Mak c tain th c i ’sp ima tak -awa m ssag is o
b and and th a di nc knows how and wh to conn ct
with o . B s that not onl th m ssag b t alls o nd-
ingp og ammingo cont nt compl m nts o imag , b and,
and mission.
M as th spons at to o ads, not onl in n mb s,
b t in q ali d l ads. This m ans indi id als who a ap-
p op iat candidat s, int st d in o s ic s, and lati
to th d mog aphic o ha ta g t d.
Lik p int ad tising, wh th o s an ag nt o ha a
sta m mb plan and n gotiat o ad tising o ts, th
is an associat d cost. Ag nci s ma b abl to n gotiat b t-
t at s.
B ca s adio and t l ision m ssag s cannot b capt d o sa d as adil
as p int m dia (a m ssag h a d on th adio whil in th ca , o ampl ),
th m ssag m st o som thing asil m mb d (th sth ason o th
“jingl ” on man comm cials). What will l ct onic ad tising cost o ?
Creation of the message: Man adio stations will ha a
oic -o sp cialist o anno nc co d o sc ipt as pa t
o th cost o ad tising. T l ision m ssag s q i p o-

Chapt 11: Conn cting O tsid yo P actic

33
ssional d lopm nt th o gh a st dio. Both can p s nt
o imag w ll—o compl t l mis p s nt o — sp ciall
i th ton o th m ssag is o th ma k. O s this c -
ation ca ll : it not onl p s nts a signi cant capital -
p ns , b t it can also disto t o imag .
Cost of air time: Ai tim is most commonl in 15-, 3 -, o
6 -s cond spots; 6 s conds is a lot o tim . Th s spots a
p ic d bas d on th tim and th p og amming with which
th n. Th a also p ic d bas d on th ma k t atings o
a pa tic la m di m in conj nction with its d mog aphics.
Administration: yo will n d an ag nc i o a going to
s a majo ma k t n two k l ct onic m di m to ad tis .
Th s o ganizations wo k onl th o gh ag nts, b ca s this
g n all ns s that th ad tising p od ct will m t sp -
ci ct chnical q i m nts. Small ma k tsa c tainl mo
ibl , as a som adio stations, n in la g ma k ts.
Is th p ic o sing l ct onic m dian gotiabl ? Th is littl oom o n -
gotiation in a tho ght l ad tising plan with l ct onic m dia. Th d als
q ntl occ onl at th last min t , wh n ai tim has not b n sold and
is th s c t in p ic to s ll q ickl ; th ma b low at s o o -p ak
tim s, wh n th a w i w s o list n s and ad tisingis di c lt to
s ll. In m i w, l ct onic m dia a not cti o ad tising a sth tic
m dicin o an indi id al p o id . Th m ssag s can b att acti
b t a di c lt to t ackand o littl al nl ss th m ssag is highl c-
ti in con ing a call to action to conn ct with o . Who will spond to
a p at d slogan o “Call1-555-LIPO-NOW?” P ma k tinggimmick
wo ks with l ct onic m dia, b t p o id s with skill and int g it do not
n d to ngag in this to s cc d.
J st as p actic , ma k t, and ta g t is niq , so too m st
th hicl s o choos to diss minat o m ssag s b indi id aliz d to
th s acto s. Th is ad n d a di nc whom o knowis int st d and
willing to tak th n t st p to s additional so c s to ngag o .

3

S ction III: Wh
CONVERGENCE MEDIA
Heather Frayn
Con g nc m dia is th t o m dia and comm nications. It can b
b oadl d n d as m ltim dia, o m ltipl t p s o m dia plat o ms con-
g d into on . With n wspap s b ginning to old all ac oss th co nt , a
n w m dia o m m st plac th m. P opl still n d and want to c i
n ws; th j st want it in a mo mod n wa . Con g nc m dia is h to
ll that oid.
yo ha p obabl s n and s d con g nc m diawitho t n aliz-
ing it. e tim o go to a n ws w bsit , s ch as CNN.com o ESPN.com,
con g nc m diais dominant. Wh n th Int n t st b gan to b g on, it
was ss ntiall limit d to a displa o t t and photos. It has now ol d to
o so m ch mo . In o p actic , o can s this n w t chnolog as a
wa to conn ct with mo pati nts and on a mo intimat l l.
Video: Con g nc id o go s b ond th n ws sto o mat that
o might s on Tv . It can b as simpl as a b i clip om an
nt o as compl as a m ltiso c , anal tical, long- o m sto .
This id o t ansc nds what w tho ght was possibl ntil c ntl
and has m ltipl applications. It can b a t l ision station that
onl b oadcasts onlin . f o o p actic , it can b a sho t clip o
o d monst atingap oc d o a id o montag o p sonalpa-
ti nt comm ndations. B c ati in o s o this n w tool.
Audio: Con g nc a dio can also b s d in a n mb o wa s.
It can accompan a photog aph o a sto to h lp th list n s
an nt in a di nt light. It can b a sho t so nd bit om a
p ss con nc o a long st ing o m ltipl so nd bit s om an
nt. Th impo tant asp ct o a dio is to mak c tain th list n
can still b in to ch with all s ns s. f o o p actic , a dio
can p s nt an anon mo s wa in which o pati nts can b
h a d.
Information graphics: Con g nc m dia incl d s man di -
nt wa s to s nd and c i in o mation, and g aphics is a g at
att ntion g abb . Onlin in o mation g aphics s all consists o
small is alpi c s that nhanc anoth o mo m dia. It can b as
simpl as aba g aph showingth n mb o ac li ts p o m d in
th past a o ma o mo is al and t chnologic int st,

Chapt 11: Conn cting O tsid yo P actic

35
s ch as a map o th u nit d Stat s and wh n o oll th mo s
o ach stat , it shows th n mb o p acticing plastic s g ons
in th stat . Th s o in o mation g aphics is an cti wa to
catch som on ’s att ntion b ca s th a n, q ick, and as to
look at.
Interactivemedia: On ason con g nc m diais so s cc ss l
is b ca s it is int acti . f om li onlin chats to opinion
polls, int acti l m nts a impo tant. r ad s/ i w s toda
don’t want to j st ad a sto , th want to ad it, watch it, h a
it, comm nt on it, and s nd it to a i nd. f o o p actic , ha ing
a p sonal blog can mak p osp cti cli nts l clos to o . O
ha ing an onlin o m o p opl to post q stions on o w b-
sit can mak p opl mo lik l to choos o p actic o a
comp tito ’s.
Con g nc m dia will contin to ol as th d mand o n w wa s to
c i in o mation g ows. It’s impo tant to k p p with th lat st t ch-
nologi s, b ca s chanc s a that o cli nts will b .
RELATIVE WISDOM: Look Like a Star
An acq aintanc is a al stat ag nt who o t n p ts t l ision comm cials
tog th o h listings. It’s a littl ncon ntional to show a hom in a 3 -
s cond spot d ing th ning n ws, b t sh do s it q ntl . What is in-
t sting is that in th s comm cials, o att ntion oc s s l ss on th
hom s and mo on h ath ash o t ts and h b ha io as sh g id s
i w s th o gh a mansion o condo, with t a agant adj cti s and as-
p ating clamations abo t at p op ti s. An wh o go in town,
p opl lo to talk abo t h o -th -top ads, b t th n s m to talk
abo t th hom s; th alwa s talk abo t h d ss, h ambo anc , and h
animat d d li st l .
On da I an into this ag nt at th g oc and w chang d g tings.
I d cid d to b bold and ask d abo t h comm cials. W th h lping
h to s ll mo al stat ? W th wo th th tim and mon in st d?
“Oh, Ma i , I am so happ o ask d; o know on talks to ach
oth abo t m comm cials and how m ch th lo th m. B ca s th
Continued

36

S ction III: Wh
RELATIVE WISDOM: Look Like a Star—con t’d
lo m comm cials, th list with m , and o know I tak good ca
o all m cli nts. A o looking to s ll?”
No, w w n’t looking to s ll. I j st want d to know i th comm cials
w wo th th tim , mon , and o t. Did th gi h cli nts whos
hom s w at d an ad antag in s lling ast , clos to th askingp ic ,
an ad antag at all?
“W ll Ma i , o co s th is an ad antag ! e on s s m and th
hom on t l ision, and th j st lo th comm cials, and I ha th most
listingso an ag nt in town. I o a not s lling, wh a o so int st d?”
This woman co ld not g t to th point, b ca s sh did not know th
point—wh th thos comm cials in act mad h b sin ss b tt . Sh sim-
pl lo d b ing s n on Tv , planning h wa d ob , and h w ll-sc ipt d
p o manc s. Sh did not know wh th th cost o h comm cials a -
o d d h cli nts a sho t listing p iod o a b tt s lling p ic . Sh as-
s m d that b ca s o th chatt , h comm cials w a s cc ss.
B ca s I was so int st d, I ask d a i nd o o s who was a alto to
gi m som n mb s: what was th a ag tim o h listings to dat o
closing, and howman o h listings sold o th o iginallistingp ic . G ss
what? f w o h listings act all sold within th cont act d p iod, and
man o h listings w list d at low p ic s o with oth ag nts. O
thos that did s ll, most w within 3% o th listing p ic , b t consid ing
that sh plac d h commissions a high than th ind st a ag , h
cli nts w losing as m ch as 1 % o mo o th listing p ic .
r lati wisdom: I o do choos to ad tis l ct onicall , o b an
oth m ans, d n not onl o goals, b t also how o will m as th
al o o ad tising. It ma s lt in o phon ingingallth tim , b t
how man o thos call s will l ct to cons lt with o , how man will l ct
t atm nt, and how man a tain d pati nts who a t ning o t at-
m nt o a willing to comm nd o ? B ca s it is imm diat , it is o t n
that w limit o m as o al to th initial t n: that phon call. B t
don’t stop th ; contin to m as th al o o m thods th o gh
o pati nt’s li c cl in o p actic . And consid wh th o ad is -
all cti l p omoting o s ic s, o is simpl good nt tainm nt.

Chapt 11: Conn cting O tsid yo P actic

37
H yb rid s
Paid ad tising toda is o t n not limit d to an ad; in man cas s sho t a -
ticl s, p o l s, n ll-l ngth at sto i s can b plac d in p blications
o on adio o t l ision. M ant to look lik nbias d dito ial cont nt,
th s h b id pa - o -pla o ts a commonl d to as advertorials
(ad
dito ial). Th s h b ids contain a two k and g n at d dito ial
cont nt and a diss minat d o p blish d o a . An ad to ial can b
an oppo t nit limit d to d n d s ctions within a p blication that a la-
b l d as ad tising, o an oppo t nit to s ppo t local p blications with
cont nt.
Advertorial Most thical and c dibl p blications will lab l ad to ial
ads that a m ant to look lik a ticl s as ad tis m nts. A q alit p blica-
tion willdisting ish cont nt that is s a ch d, att ib t d, and tt d as ac-
t all co ct and balanc d om paid m ssag s. S ch a p blication do s
not want to los its c dibilit and p tation o obj cti it o con s and
misl ad its ad s. Th will not want to app a to b comm nding, a-
t ing, o p s nting a p od ct o s ic that has not b n s a ch d and
i w d th o gh app op iat chann ls. M i w: I o a not willing to
ha th ad tis m nt lab l d as s ch, th n o int ntion is to d c i . I
th p blication allows an ad to ial witho t lab lingthis as ad tising, its
polici s and o mat sho ld b cl a to ad s so th can asil disting ish
b tw n paid and npaid cont nt.
Special Advertising Section r gional and m t opolitan p blications o -
t n incl d sp cialad tisings ctions on asp ci c th m that allowat m-
plat d p s ntation o th ad tis s (a photog aph and a s t n mb o
wo ds) o that allow a mi o ad tising and cont nt at sp cial at s.
Th m s o s ch sp cial ad tising ma b a sth tic s g ons, atto n s,
b a t p o id s, b idalp o id s, and so on. P blications ma in it ms
o indi id als to app a in th s sp cial s ctions, o th ma simpl in it
an on who ts th th m o th s ction. M i w: I o know th cont t
o th sp cial s ction and all th oth b sin ss s, p od cts, o p o id s
at d, and o a com o tabl b ing showcas d among this g o p, a
sp cial ad tising s ction can b a positi p i nc to ach a o-

38

S ction III: Wh
c s d a di nc . I th s ction is nlimit d in how man p o id s lik o
a incl d d, o nd n d in th s l ction p oc ss o thos at s in th
sp cial ad tising, it is b st not to tak th chanc to b lost in a s a o n-
q ali d p o id s o di s and n lat d p od cts and s ic s.
Paid Programming Wh th on th adio o on t l ision, paid p o-
g amming s ms to com and go in di nt o mats and ashions. In th
a l da s o sat llit adio, som stations o d ph sicians th oppo t -
nit to b k p ts on th i own 3 -min t talk show abo t a sth tic
m dicin in chang o a p d n d ad tising cont act on th station.
This is pa -to-pla and is d c pti to th a di nc , nl ss th p og am-
ming in which th ph sician is at d is lab l d “paid.” T l ision has
had a spat o p og ams that app a d and disapp a d, o which a ph si-
cian was contact d with an oppo t nit to b at d in a doc m nta ,
b t p ctingth ph sician to s his o h conn ctions to s c $3 ,
to $5 , o mo o sponso ship o th show. Th n th a th l ss d -
c it l oppo t niti s that simpl ntic ph sicians to sta in th i own t l -
ision p og am o a , with additional s cha g d o th p og am to ai
at 3 AMas paid p og ammingon som littl -known n two ko ind p nd nt
station. M i w: What o sp nd on paid p og amming is b tt in st d
both in tim and mon on o ts to conn ct with s io s p osp cti pa-
ti nts ath than thos who andoml conn ct with o adio spot o t l -
ision d b t.
Pay-to-Play Has a m di m o d to m ntion o in an dito ial
cont t in chang o o ad tising? This is pa -to-pla . Altho gh
p blications and p og ams sho ld s ppo t th i ad tis s (o th ma
nd th ms l s witho t ad tis s), th sho ld n b so b az n as to
o pa - o -pla , no sho ld o d mand s ch ad c pti p actic . I o
ha an stablish d lationship with th m di m, s it p op l as a -
so c (s M dia lations, p. 5 ), and th i p s ntati s will ach o t
to o with q stions abo t o p actic o pcoming sto id as. I o
cannot s ppo t with o Cv that o a at p t on atopic o p oc -
d , pa ing to b cogniz d as an p t in an a ticl will not i ld posi-
ti s lts.

Chapt 11: Conn cting O tsid yo P actic

3
Paid Features An int sting ph nom non has m g d that combin s
ith s ala ticl s o p og ams gm nts at ing a io s topics o ph si-
cians to c at a ll p blication o p og am. Th s paid at s a j st
that: th oppo t nit to pa and ha a w ll-t ain d dito ial t am shap an
a ticl o a s gm nt abo t o o at ing o as th p t on a sp ci c
topic o int st, s ch as antiaging t atm nts. M i w: Look ca ll at
th p blication, th p og am, and all th oth topics and p o id s a-
t d. In most cas s, no matt howst aight o wa d th p o ssionalint nt,
th s a asil ad b o a di nc as paid o ts.

Allh b ids, wh th ad to ials o paid p og amming, m st b cont act d
as ad tising, and o m st ca ll i w th n p int. Consid ca -
ll with paid p og amming p cis l as o wo ld with an o m o ad-
tising. H b ids ma not ha th ibilit that o ad tising might,
b t ga dl ss, o logo, o imag , and th q alit o p ct m st b
ct d. Acc pt h b ids o what th a , o choos not to acc pt th m. I
o consid a h b id to b a ai wa to mak o s l look lik mo than
th p t o a , o a acting d c pti l . Th k to b ilding o
p actic is a st ong o ndation, with hon st m ssag s that b ild t st.
IN P RACTICE: Th e Best Ad vertisin g
A o ngph sician in p actic , a i nd, call d m , s p is d and cit d that
sh had b n in it d to b in a w ll-known and w ll-ci c lat d wom n’s
magazin , citing th b st a sth tic p o id s in h g og aphic gion.
Sh was th ill d.
I cong at lat d h , b t ask d, “Is th a cost in this?”
Sh pli d that th p s ntati om th magazin who contact d h
was a ing o th q i d pap wo k. I ask d i sh had this p s nta-
ti ’s nam and n mb , that I wo ld contact h as a a o to handl this.
S p isingl , th p s ntati was not omth wom n’s magazin ; sh was
omama k tingcompan . To pa ticipat in this ad, which th magazin -
Continued

S ction III: Wh
q i d b lab l d “ad tising,” th ph sician wo ld n d to pa a $
“administ ati ” o an to chingo h photog aph and o compiling
h biog aphic in o mation.
“So this is an ad tisingoppo t nit , not an ind p nd nt st d o pollo
who th b st docto s a ?” I ask d.
Th p s ntati pli d that this was ashowcas o th “b st” docto s,
and th w chos n b a io s acto s, non o which sh co ld s m to
a tic lat .
Th l sson h : Th a a lot o “b st docto ” oppo t niti s b ing so-
licit d da . Wh n o pa to b call d th “b st,” it is not g n in ; it is
ad tising, and acco ding to th cod s o thics o most a sth tic co sp -
cialt soci ti s, calling o s l th b st o an oth absol t is p and is
n thical. I o a pa ing som on to lab l o th b st, o a ad tis-
ing that o a th b st, and o ma not onl nd o s l in th wo st
light among o p s, b t o sa pati nts and thos in o ma k t will
s ight th o gh this and know that o ha paid to call o s l th b st.
AUDITED/N ONAUDITED CIRCULATION
Wh n o choos paid hicl s to ad tis o p actic , o ma nd th
t m audited circulation bandi d abo t in at ca ds and oth mat ial d -
sign d to h lp o mak th choic o singthat hicl . In p int m dia, a -
dit d ci c lation is c ti d b an ind p nd nt p blishingassociation call d
th A dit B a o Ci c lations (ABC). Th ABC i ws s bsc iption ac-
co nts and co ds, n wsstand sal s, and th lik , and i s that th dis-
t ib tion o a p blication is within a c tain standa d o what it p blicl
p blish s that ci c lation to b , and th s th n mb on which ad tising
at s o cost p tho sand (CPM) is bas d. Most n wspap s and magazin s
b ond thos in small comm nit s gm nts will p obabl p blish an ABC
ci c lation stat m nt on th i at ca d to ass o that o m ssag is
b ing ci c lat d to th n mb o ho s holds o ad s that o p ct it
to b . (O co s , this do s not m an th ad s pa att ntion to o act on
th m ssag ; it j st g ts d li d.)
IN P RACTICE: Th e Best Ad vertisin g—con t’d

Chapt 11: Conn cting O tsid yo P actic

1
el ct onic m dia ha th i own wa s o a diting ci c lation. In adio, ci -
c lation is ti d to A bit on atings. A bit on is a compan that monito s a-
dio a di nc s, patt ns, and habits on a g la basis to d n th siz o an
a di nc o agi n p og amo station at agi n tim o da . This gi s th
station a basis o ad tising at s o CPM (in this cas , cost p tho sand
list n s ach d). T l ision wo ks m ch th sam as adio; how ,
Ni ls n is th a diting g o p that m as s i w ship o p og amming,
th s p o iding a basis o ad tising at s bas d on CPM.
What do s an o this m an to th s cc ss o o p actic ? A dit d ci c -
lation is atoolthat alidat s th dist ib tion that an comm nication hicl
p po ts to ha . f th , wh n ci c lation is a dit d b an on o th
th most wid l cogniz d g o ps—ABC, A bit on, o Ni ls n—it as-
s s o o th alidit o th s claims. yo b dg t o comm nication
ma b small o la g o paid comm nication hicl s, and o ma ha
d signat d all, non , o som o thos nds to p int, adio, o t l ision ad-
tising. Sho ldn’t th d cision o mak to p nd o comm nication
so c s b bas d on th hicl with th g at st al o o ?
AD(DED) VALUE
Howdo o d t min wh th an ad tis m nt has al to o p actic ?
B m as d spons . B t actl what m as o spons mak s an ad
al abl ? At a minim m, on that pa s o th ad, and b ond.
S ppos that o a 3-month p iod a p actic sp nds $ on displa
ad tising. Th o gh that ad tising, it g n at s p opl who w
p ompt d to contact th p actic o s ic sp ci call as a s lt o that ad-
tising o t, and anoth nin who call pos to th o t. Hal o
th s 1 indi id als (s n) t anslat to pati nts. J st to co ad tising
costs, ach pati nt wo ld ha to sp nd o ghl $11 on s ic s: $
7 % (which is consid d a ai ma k p o s ic s bas d on th act al
cost o p o idingthos s ic s). Is th ad o t o s ci nt al to b p -
s d?
S ppos th that th p actic ’s ad o d an inc nti , s ch as add d
p sonal s ic s o t nding s ic . I do not lik sing disco nts on s -
ic s, b ca s this d monst at s to oth s that at c tain tim s on is willing
to d al what th p actic p o id s. So i th inc nti has a list d al o
Continued

S ction III: Wh
$ , ach indi id al who ngag s th p actic om this o t m st now
sp nd $15 to mak th o t o al ( call th % ma k p). This is
th t n on in stm nt (r OI), th amo nt o n that can b att ib t d
di ctl to th ma k ting o t.
r OI is j st on m as o al . Consid wh th p actic ’s tim and
mon ma ha b n b tt sp nt to att act thos 1 p opl . Consid th
imm diat and long-t m al o thos 1 p opl —wh th th l ct t at-
m nt toda , will t n tomo ow, and will oth pati nts to th p ac-
tic . O thos who don’t l ct t atm nt, what was th ason? Did th ad
ach th w ongd mog aphic? Was it con singo misl ading? What wo ld
th p actic t a c b witho t thos 1 p opl , o whoms n a n wl sat-
is d additions to th pati nt bas ? This p actition m st ass ss wh th
th w oth m ans b which to att act thos 1 p opl and th s n
who b cam pati nts.
Th r OI in th b sin sso a sth ticm dicin , o an b and-bas d, lo alt -
bas d b sin ss, is mo than simpl a matt o dolla s. It is also a matt o
imag , lo alt , and t oppo t niti s.
IN P RACTICE: Ad Slam
A good ad tis m nt can b a slam d nk, a point in o a o , t a c at
o doo , add d s ic , add d n , and p actic g owth. A mistak in
an ad can b aslamto o , o imag , and o p actic . yo m st n al-
low a paid m ssag (m ch l ss an m ssag ) to b diss minat d ntil o o
som on o nq stionabl t st i ws that m ssag in d tail. Id -
all , mo than on p son sho ld i wth ad sc p lo sl . Do not t st a
sp ll-ch ck s st m; do not t st th g aphics p opl o hi , and do not
t st chanc .
A p tabl , w ll-known plastic s g on had ab a ti lad p o ssionall
c at d to g n at id ntit in th llow pag s, an pscal gional maga-
zin , and a wom n’s magazin . It was to ct th co o his is al b and.
Th ad was on o g n al int st and id ntit and contain d a sho t list o
th t p s o p oc d s in which this plastic s g on sp cializ d.
u n o t nat l , this tast l ad c i d an nsch d l d app a anc on a
lat night talk show. Wh ? B ca s not n sp ll-ch ck id nti d an o
AD(DED) VALUE—con t’d

Chapt 11: Conn cting O tsid yo P actic

3
in t pog aph that p oclaim d this skill d, p tabl s g on as on p i-
nc d in “b ast s g .” This tin o —on m l tt o th alphab t—
in acostl , p o ssionall d sign d campaign b cam ah g slamto th p-
tation o this skill d s g on—mad himth b tt o ach ap jok . yo might
thinks ch asmall o is som thingmost p opl wo ld nd stand, b t do
o want to b th ictim o s ch an o ?
Wh n o cannot p sonall t nd o m ssag and a comm nication
is mad on o b hal , o m st mak c tain that th comm nication is
wholl what o p ct it to b ; that it co ctl , s ccinctl , tast ll , and
consist ntl con s th m ssag and cts a skill d m dical p o id . I
o o look d tail in o comm nication, what might oth s think o
o look in p o iding ca ?
OUTREACH
Ad tisingis a -bas d m ssag to ach o ta g t pop lation; o t ach
incl d s all non m ssag s to ach th s a di nc s and ca i s th sam
nctions: isibilit , d cation, and g n ating t a c. O t ach m ssag s
ha a cost to o in tim , o t, and p od cti it , b t th a not a paid
m ans o d li ing o m ssag .
O t ach is an nt o oppo t nit that allows o o a p s ntati o
o p actic to d li a m ssag o p pos , with a lati ton and a call
to action (s btl o di ct) to thos o wish to ngag . This incl d s on -
on-on and g o p comm nication insid and o tsid o o c , s ch as
pati nt d cation and a di nc comm nication, s mina s, sp cial nts,
p blic d cation, p o ssionalphilanth opic cont ib tions, comm nit d-
cation, p o ssional d cation, and th cont ib tion o o p tis to
an o th s o ts. Nonpaid di cto i s, thos o o hospital, o am-
pl , also p o id o t ach. el ct onic o t ach ma incl d onlin als
and cons ltations as w ll as th q stions and dialog that o own w bsit
ma licit.
In th b sin ss o a sth tic m dicin , o t ach c at s isibilit o o and
o p actic at ad n d tim wh n o o a p s ntati o o p actic
can p sonall t nd o m ssag . Th o gh o t ach, m ch lik ad -

S ction III: Wh
tising, o p actic m st di ctl con o b and, imag , and mission to
a ta g t a di nc . u nlik ad tising, wh a m ssag is concis and con-
t oll d, in o t ach, o a di nc and th hicl o pa tn o l on
ma tak cont ol o th o t. It is impo tant to look at o t ach in distinct
cat go i s:
O t ach o tsthat o iginat om o p actic , s ch aspa-
ti ntand p blic d cationand n two king,a mostcommonl
oc s d on th indi id al, ith in p son o th o gh m th-
ods th o gh which o p actic no mall comm nicat s.
O t ach o ts indi id aliz d to o p actic that a o-
c s d on a ta g t d a di nc , s ch as s mina s o dist ib -
tion o p actic p blications, o pa ticipation in blogs o
onlin comm niti s.
O t ach o ts sha d o d i n b anoth g o p with
which o ha ap o ssional a liation, s ch as s mina s in
which o pa ticipat , o d cational o ts to which o
cont ib t .
O t ach in th o m o pati nt and p blic d cation that is oc s d on th
indi id al is ss ntial to o p actic . It incl d s all o th things o n d
to p o id o a cli nt/pati nt to mak an in o m d d cision to ngag o
p actic and to k p o p actic isibl and att acti . In th most basic
s ns o on -to-on pati nt d cation, o t ach is c itical to o abilit to
p actic a sth tic m dicin . To cont ib t to th s cc ss o o p actic ,
not j st o abilit to p actic , o t ach m st t nd b ond indi id alpa-
ti nt d cation to oc s on a sp ci c a di nc , k ping o pati nts and
int st d p blic contin o sl awa o th s ic s o p o id as w ll as
th inno ations and oppo t niti s attach d to thos s ic s.
Th s o o t ach indi id aliz d to o p actic and oc s d on a sp -
ci c a di nc is m ch too commonl o look d, d spit th imm ns
al it has to o p actic . Consid th disc ssion o pati nt t ntion
and th al ongoingcomm nication has with inacti pati nts in th o m
o add d s ic , al, o simpl maintaining isibilit . yo n d to ach

Chapt 11: Conn cting O tsid yo P actic

5
o t b ond th con n s o o p actic to k p p opl coming in. Who
b tt to ach o t to than thos who al ad ha an stablish d lation-
ship o t st with o ?
Som o t ach o ts, s ch as s mina s and sp cial nts, can b gold n
oppo t niti s to p t o in th spotlight o thos t l int st d in o b t
who a not t ad to mak an appointm nt o acons ltation. How ,
this t p o o t ach can also ta nish o imag : I o do not ha th -
n ss o pati nc to manag th np dictabilit o an a di nc , n in
ca ll plann d o t ach o ts, o can nd o s l in an awkwa d o
ncom o tabl sit ation.
Do not pa ticipat passi l in an o t ach o t that is sha d with o
d i n b anoth g o p. Mak c tain o imag and m ssag can b d -
li d in a p dictabl mann with a s t ag nda. Pa ticipat in planning
and ca ing o t th s o ms o o t ach and mak c tain that o know
th oth pa ticipants and th i p ctations and cont ib tions as w ll as
o a di nc ’s p ctations.
What a th conn cto s, th hicl so st at gi so o t ach? Th a t a-
ditionalm ans, and th n th a th wid l g owingm ans o social media.
Networking Wh th o a at th hospital isiting with oth ph si-
cians o pla ingsq ash with ph sicians, n two k. Talkb sin ss—askth m
what is n w in th i sp cialt and disc ss what is n w in o s. Don’t b
a aid to ask i a coll ag will acc pt o als, and don’t b sh abo t
sa ing o wo ld sinc l app ciat and acc pt th i als. Don’t stop
th : als and n two kinga aconstant, not j st th initialconn ction.
O in-s ic s ssions o o coll ag ’s sta on th p oc d s o
p o id ; in it th m into o p actic to p i nc what o pati nts
might. O to tak o coll ag ’s p actic mat ials and k p th m on
hand so that o ma p o id th mwh n o mak a al, and aski o
ma gi o coll ag o b sin ss ca ds, s ic m n , o an oth
it ms that a cl a l b and d and niq to o . f th , o m st k p
this al abl conn ction going. On a consist nt basis that is app op iat to
o lationship, wh th onc p month o onc w months, con-

6

S ction III: Wh
tact that al so c , ask how things a , ask i th a q stions, and
ask i mat ials main in good s ppl . Wh th anoth ph sician, a spa,
salon, conci g , p sonal shopp , imag cons ltant, o o b st -
ing pati nt, n two king is an acti ol . K p it acti .
Events e nts ma b in-ho s gath ings o at anoth location, small
and intimat , o la g and stag d. Som ma tak th ton o an intimat a -
t noon t a; oth s ma b th siz and ton o a th - ing ci c s. e nts
that p o id o t ach oppo t niti s incl d :
Seminars/Lectures Wh th o on indi id al o a ball oom ll d with
a ing d mog aphics, s mina s and l ct s m st b o int st to th a -
di nc . Indi id als m st walk awa ha ing l a n d som thing to b n t
th mp sonall o p o ssionall . yo ma cond ct as mina o l ct b -
o in it d g sts, o o ma b in it d b a sp ci c g o p. Wh th d-
cating also c s, awom n’s cl b, o o own pati nts o sta , mak
c tain o ha a cl a l d n d ag nda and goals o o s mina , and
d li on th m.
Treatment Events T atm nt nts ma b as smalland p i at as ap -
b idalpa t p pa ation, o an nt that d aws compl t st ang s to p -
i nc what is n w. S mina s a o t n combin d with t atm nt nts. B
c tain that th pa ticipants a willing and that all app op iat p oc d s
a ollow d, incl ding sc ning o candidat s, pati nt d cation, and in-
o m d cons nt. B o an on is t at d, con m that o ha cons nt to
t at, what th p oc d , and that th indi id al is at as acc pting
t atm nt in th g o p. I p sonall don’t lik t atm nt nts that go b -
ond a sth tician s ic s, skin ca , and cosm tics. An thing mo is a
t l p sonal nd a o and sho ld b p o id d in p i at .
Exposand TradeShows emplo s, hospitals, m dia compani s, hot ls,
h alth cl bs—t ad shows and positions can b host d b an n mb o
b sin ss s, o th can b a collabo ation b a la g ma k ting compan to
b ing tog th simila b sin ss s. e pos and t ad shows tak tim and
p pa ation, tak th ight sta to int act with and d cat isito s, and can
b np dictabl . yo ma nd o s l s standing idl , o b s and -

Chapt 11: Conn cting O tsid yo P actic

7
ha st d. Th most impo tant thingis to knowwho is hosting, knowth a -
di nc , ask abo t p io histo o th nt, and ga g o tim and in-
stm nt wis l . Do not hand o t sampl s o p od cts nl ss o anticipat
o ’ll ha no gh and th will b app ciat d; b ing ampl and q alit
b and d in o mation abo t o p actic and t to mak b n cial con-
n ctions. O ingthings s ch as compl m nta skin anal sis willd awth
ho d s who o dina il wo ld not pa tak o o s ic s—and o sho ld
nd stand that it is nlik l o will s that p son again.
Social Occasions Wh th o a th host o ag st, socialoccasions o -
a g at oppo t nit to n two k. Don’t a i at o n ighbo ’s cocktail
pa t and hand o t b sin ss ca ds, b t don’t b sh in asking p opl abo t
what th do, so o can sha what o do. e n among thos o do
know, social occasions a an impo tant tim to n two k. P t oth s at as
in o compan so that wh n th n d o s ic s o want to
som on to o , th will not h sitat .
Philanthropic Events Cha it gath ings can b as di s as th local
wom n’s cl b ashion show to nd th a ts, a skin canc sc ning,
gang tattoo mo al, o a t at o canc s i o s. Philanth opic nts
a an impo tant wa o a ph sician to gi back to th comm nit and to
c at goodwill. yo ma nd th a di nc is not o th d mog aphic o
wo ld o dina il att act, b t gi ing o o skill and tim is cogniz d and
app ciat d. Mak th most o it, sing th s occasions o m dia lations,
anno nc m nts, and d monst ating o o isting pati nts and al
so c s that o s l ssl gi to oth s.
Asid om philanth opic nts, th a man wa s to gi o o tim
and so c s that cti l ct on o p actic and ach o t to oth-
s who ma b o pati nts and al so c s, o o p osp cti pa-
ti nts. yo sho ld ngag in philanth op b ca s o want to gi back,
not b ca s o p ct to g t back. B t th things o do to gi back
sho ld not go n cogniz d o ndoc m nt d. Philanth op can b as sim-
pl as pa ticipating in a canc sc ning, donating to a sil nt a ction, o
sponso ing a local spo ts t am. B ca l how o p s nt o s l and
how th a di nc ma i w o o ts.

8

S ction III: Wh
P H ILANTH ROP Y AND TH E AESTH ETIC SURGEON
Steven L. Ringler, MD, FACS
I call, wh n I was a thi d- a m dical st d nt, sitting in th da k n d a -
dito i m at B tt wo th Hospital in G and r apids, Michigan, wh I was
doing m s gical otation, and watching as D . r alph Blocksma, a pion
in th ld o cl t lip and palat s g and an int nationall nown d
plastic s g on and h manita ian, p s nt d a cas o a woman who had a
s h mi acial at oph . H had s d inj ctabl silicon to h lp ll th d -
o mit . Th s lt and s bs q ntl his abilit to t ans o m h li w so
d amatic; it was at that mom nt I d cid d that I want d to b com a plastic
s g on.
It was also w ll known to th m dical st d nts and sid nts that D .
Blocksma had don a lot o mission wo k and had not n bill d a pati nt
ntil h was mo than a s old. H had d dicat d his li and his p ac-
tic to h lping p opl who co ldn’t a o d m dical ca . H was m st
m nto in m dicin , and I still call with g at admi ation his q i t con -
d nc and th jo h poss ss d. It was his inspi ation that l d m to consid
ol nt ing onc I compl t d m t aining.
P opl go into th m dical p o ssion o m iad asons. I b li that
most id alistic m dical st d nts choos m dicin b ca s th want to h lp
p opl and that th a ca ing and compassionat h man b ings. Altho gh
w h lp o pati nts da th o gh o a sth tic p actic s, in a comp t-
iti ma k tplac and b s wo ld, it is as to los t ack o th asons w
chos th p o ssion to b gin with. Som tim s o bottom lin tak s p c -
d nc o o commitm nt to ca o oth p opl .
O th past a s I ha ol nt d m tim to Op ation Smil ,
th not- o -p o t, ol nt m dical o ganization that p o id s plastic s -
g o child n with acial d o miti s. Op ation Smil was sta t d b D .
Bill Mag and his wi , Kath , mo than 5 a s ago. Sinc it b gan, Op-
ation Smil has op at d in o co nt i s and t at d mo than
1 , child n. Bill and Kath Mag c at d an nb li abl s cc ss l
o ganization b simpl sa ing “y s” wh th saw a n d. Th ha c -
at d a l gac that will contin to inspi s o a s to com .
An on o t nat no gh to go on amission with Op ation Smil , o an
oth m dical mission wh o ha th abilit to sha o tal nt and
o good o t n with oth s, will b n t no mo sl om th p i nc .
Th is simpl no g at wa d in m dicin than handing a child back to

Chapt 11: Conn cting O tsid yo P actic


his pa nts a t s g and to s th t a s in th i s and th sha d jo
o knowing that th child, th i amil , and th i illag ha b n t d b
o o t.
Th a co ntl ss sto i s that willto ch o h a t omth p i nc s
o m dical ol nt s. Som ampl s: a 1 - a -old mal with an n -
pai d cl t, li ing in a ca dboa d bo in Nai obi b ca s h co ldn’t g t a
job with his acialapp a anc . O a mal in ant act all disca d d in at ash
d mp in Chinasimpl b ca s o h cl t lip d o mit . Th g n ations,
moth , da ght , and g andmoth , allwith n pai d cl ts b ca s t at-
m nt was n a ailabl to th m. Th n th a th amili s who t a l8 to
1 ho s b b s, donk , o on oot, ad to hand th i child o to a total
st ang in th hop that th can b h lp d.
Th p i nc s on has wh n ol nt ingin di nt pa ts o th wo ld
also h lp p t o own ci c mstanc s into p sp cti . Th a so man
p opl in th wo ld who st ggl to g t b with so littl in th wa o mat ial
goods, and who o t n ac no mo s chall ng s j st to g t th o gh th da .
y t th jo , app ciation, and th i s ns o amil and comm nit a not di-
minish d in th slight st.
M d cision to do ol nt wo k has b n wa ding in so man wa s.
B ond th g at l amili s, th g atit d p ails both at hom and ab oad.
Wh th it’s th ol nt s in a co nt hal wa a o nd th wo ld w lcom-
ingm t n to t at th i p opl , o m pati nts who ha comm nd d m
on m o ts and tak n p id that I am th i ph sician. I o t n ha pati nts
sa that on o th asons th cam to m o c was b ca s o m ol n-
t ism. This b com s a ction o o as a ca ing and compassionat
ph sician th can t st.
yo might ask i I am contin ing th s o ts j st to ma k t m p actic .
C tainl this is good Pr , b t it’s not th p ima moti ato . I do not look
o an thing in t n om th s t ips oth than a sa ight hom , wh I
can sha m p i nc s with amil , i nds, and pati nts. I didn’t go into
m dicin to win awa ds o accolad s. I w nt into m dicin to h lp p opl !
So wh n I askm s l again n t a i I can a o d to tak aw ko om
m b s cosm tic s g p actic to t a l to som a -o co nt to h lp a
child o 1 child n in n d o s g , th answ is simpl . I m pa tici-
pation can imp o th li o on child, th n th o t willha b n wo th-
whil . I ha mad a commitm nt to donat m tim and p tis both at
hom and ab oad to s thos who n d h lp. Th p sonal wa ds a
o tw igh an sac i c .
B sid s, I lik b ing a h o and inspi ation to m own child n.

5

S ction III: Wh
Viral Marketing Altho gh it ma o iginat as ad tising, i alma k ting
is a plo d sign d to b so int ig ing, so in ctio s that p opl sha it. It’s
“th b zz,” s ch as th S p Bowlcomm cialthat n mad it on th ai
b ca s it was a too isq o th p blic ai wa s, b t b cam th g at st
hit on yo T b . It’s th t nd o slogans that a so biza , th b -
com pa t o p blic nac la to m an “Tak it as , b oth .” v i al ma -
k tingis what o do to g t on talking, sha ing, o wa ding, list ning,
and ngag d in o m ssag o asons that som tim s ha littl to do
with o . Do s i al ma k ting ha a plac in a sth tic m dicin ? I it ol-
lows th l s o d ning a goal, ha ing a p pos , sha ing th ight ton ,
and calling o th ight spons , all within thics and good tast —ma b .
To think that som thing so p sonal as imp o ing on ’s app a anc co ld
b com an in ctio s ph nom non— nlik l .
Social Media Th t m social media s to a m ans o conn ction with
oth s in a i t al o onlin wo ld. Th t nd is g owing q ickl and is ac-
ti l s d b o ng pop lations. It is a m ans to con o m s-
sag and to conn ct with oth s. How , o m st consid th tim and
g la pa ticipation q i d o social m dia to b cti , and th ano-
n mit o pa ticipants can s lt in o t ach to poo candidat s o indi id-
als who a not hon st abo t th i int ntions.
Th a k ac ts o social m dia that a s d b thos who l ct
a sth tic p oc d s o that ma b s l o o to conn ct with o -
al so c s and pati nts:
Networks: Social n two ks ang om f ac book and M -
Spac to Link dIn and y lp. Th a g n al social n t-
wo ks o making i nds, and sp ci c social n two ks o
thing om b sin ss to t a l; moth s; sp ci c thnic,
ligio s, o int st g o ps;and coll g st d nts. Th p m-
is is that o stablish o s l with a p o l (in o mation
abo t o ), th n o n two kwith oth son th sit th o gh
blogs and chat ooms and int act ia mail and th o gh in-
stant m ssaging. Th s i t al comm niti s ha l s, b t
that do s not p nt p opl om acting dishon stl o ma-
licio sl . N two ks ma mind o wh n am mb ’s bi th-
da com s p, o ma post g n al topics and con sations

Chapt 11: Conn cting O tsid yo P actic

51
o can ngag in. Social n two ks a th plac o social
disc ssion and conn ction; th a not aplac to gi ad ic
o solicit pati nts. e n i o don’t ngag in socialn two ks,
o sho ld know what th a and monito th m, b ca s
o pati nts ma j st b talking abo t o .
Sharing: Wh th yo T b o f lik o a m ltit d o oth
sit s, sha ing is a m ans to sha id os, imag s, and sto i s.
Th alit is that th s sit s a and acc ssibl to host
o id o o pict s, b t th a lik n dl s in aha stack
and a not an cti m ans o sha ing with a p osp cti
pati nt o a wid a di nc . Sit s lik th s a g n all n-
monito d and som what n st ict d, and o ma nd
o w ll-int nd d m ssag has b n mo ph d into som -
thing damaging to o imag .
Blogs: A blog (th t m is d i d om W b
log) is an on-
lin con sation. P opl sha p i nc s, ask q stions,
and ngag in con sations th o gh blogs. Blogs a o t n
ad b thos who don’t pa ticipat . Lik social n two ks,
blogs ha l s, b t som tim s it is ncl a who is monito -
ing to ns that pa ticipants ollow th l s. Som ph si-
cianschoos to sta t th i own blogson th i w bsit o int a-
n t o pati ntstoaskq stionsand disc sstopicso int st.
Thisma b b n cialto o a di nc , b t mo impo tant
than sta ting a blog is th n d to k p it sh and mo ing.
M ch lik social m dia, whil o might not want to sp nd
th tim on blogs, o sho ld know what th a and mon-
ito th m ca ll as o ma b th s bj ct.
Reviews: Lik acation spots, sta ants, mo i s, and pla s,
i wso ph sicians, m dicalp oc d s, and b a t p od-
cts a now a ailabl onlin . yo ma b th s bj ct o a -
i wb t not knowit; m ltipl sit sc op p that o pati nts
th oppo t nit to anon mo sl i w o p actic and
o s ic s. Th b st m ans to know wh o a -
i w d o disc ss d is to g la l s a ch o o nam and
b and th o gh as a ch ngin and s what listingscom p.
Contact th w bmast o an sit that hasinco ct in o ma-

5

S ction III: Wh
tion abo t o . Th willlik l t to s ll o nhanc d p o-
l s; how , th m st ith co ct on o s in o ma-
tion at no cha g o mo o in o mation om th i sit .
Wikis: Wikis (th t m is d i d om th Hawaiian wo d
o “h q ick”) a sit s with coll ctions o Int n t con-
t nt that a int link d and can b acc ss d b an on to add
cont nt. I o post to awiki, o do not post abo t o s l ,
b t o p blic d cation p pos s.
Man p actic s a h sitant to ngag in li o social o t ach b ond in-
di id al pati nt d cation o two common asons: th pot ntial o n -
p ct d o tcom s, and lost tim awa om p od cti p actic . How ,
th most s cc ss l p actition s o a sth tic m dicin aliz that i o do
not ach o t to thos with int st in o ld o p tis and thos in
o g og aphic o p o ssional comm nit , o cannot p ct that oth s
will ach in.
yo ma sco at th pot ntial al o th s n w chann ls o comm nica-
tion as too addish and gimmick , b t m ltipl o ms o onlin n two king
a h to sta , th i s is b g oning, and th c nt mod s will in-
itabl b s p s d d b still mo inno ati m thods. Th g n ation
who will b o ta g t pop lation in a w sho t a s a t m l Int -
n t sa , and o m st b too.
Cost a n d Va lu e
O t ach has imm ns al b ca s it is imm ns l p sonal. Altho gh
o t ach its l ma not di ctl p nd capital so c s, o t ach o ts
can still b costl . How , th wa ds o that cost ma not b o nd in
an oth comm nication o ts.
O t ach is isibl . It p ts o in ont o an indi id ala di-
nc that is int st d in o and o s ic s.
O t ach is ss ntial to pati nt and p blic d cation.
O t ach can b alt istic. Wh n attach d to philanth op , it
l at s o imag toon o g n osit in h man spi it;wh n
attach d to comm nit s ppo t, it l at s o imag .

Chapt 11: Conn cting O tsid yo P actic

53
O t ach can b np dictabl , sp ciall wh n o a not
amilia with th p ctationso o a di nc ;lik wis , th
ma not know what to p ct o o .
O t ach can b d light l, o disill sioning and ha sting. Som p acti-
tion s nd th tim in st d is a toog at o th pos th c i . f o
pati nt d cation o ts, o pati nt coo dinato m st b o mpow d
pa tn i o l o cannot ll in st th tim o pati nts q i .
What will o t ach cost? That d p nds on o l l o o t and pa tici-
pation.
RELATIVE WISDOM: Fish in g With P irates
M bo s lo to sh and acation w tak as a amil m st incl d
som o mo , d p s a, backba , o oth shingad nt . I o t n s m
to b th on who tak s cha g o in stigating th ight shing g id o
cha t to k p s sa and happ sh m n (and sh mom). On a c nt
c sion to M ico, I did all th hom wo k n c ssa , contact d th
conci g o th comm nd d d p s a cha t , look d at th compan ’s
w bsit , and p s d t a l sit s onlin . All s m d to b in o d ; how ,
th w no i ws abo t on pa tic la shing cha t compan . B t
th i boats look d th n w st, cl an st, and la g st, th id o on th i sit
was imp ssi , and th p ic was ight. So w chos th m.
O shing da b gan with o s b ing th onl boat l a ing th ha bo .
Cabo San L cas was q i t that mo ning. As w s t o t on th Paci c
th w 3 - oot sw lls tossing th boat wh . Th da b o th
had b n an a thq ak in so th n Cali o nia, and th Paci c Baha coast
was ling th a t cts. Wh n w l t th so t, no on told s o th s a
conditions, b t th n, w didn’t ask. Wh n w boa d d th boat, w w so
cit d to h ad o t that w ail d to askabo t conditions. B t wh n th con-
ditions hit, w w hit ha d. O ll da o shing nd d in l ss than 5
min t s, with a Coast G a d h licopt coming to th sc and a hospital
t ip in M ico.
Wh n all w sa and w ll, I call d th cha t d manding m mon
back; th had n a l kill d s. Th compan stood b hind th i cont act
polic and wo ld not nd o mon . So I did th n t b st thing: I
w nt on socialn two kingsit I co ld nd, at d th compan , sha d
Continued

5

S ction III: Wh
o sto , and ood d th Int n t with this on p i nc . S dd nl I had
p opl spondingto m onlin —oth s who had tak n this cha t and told
o p sonal b longings stol n, t ips c t sho t, and dang o sl np pa d
and nq ali d boat captains. Oth p opl thank d m o al tingth mto
this dang o s b sin ss.
B t I had mo . In sho t o d I had w bmast s contactingm askingm
to p o m sto , b ca s th cha t compan had complain d that m
postings w als and bias d. Thank ll , I had th Coast G a d co d
and hospitalbills to p o th nt, and m blogposts main d. In no tim ,
th compan contact d m with th o to tak s o t shing at no cha g
th n t tim w w in town. No mo pi at s o s—I d mand d and got
m mon back.
r lati wisdom: Social m dia can mak o b ak o b sin ss with th
t m s o sto i s told. B t c dibl sit s with st ict l s will in act in s-
tigat to p o i claims a al o not and will mo thos that a not. I
s s cannot t st what th ad on th sit , th c dibilit and th s l-
n ss o th sit is lost. Don’t ood social m dia with t ao dina , glowing
accolad s and i ws o o s l as a docto , o ask o pati nts to do so.
yo ’ll b ca ght o t. And i o a th ictim o n ai slam on a blog, con-
tact th w bmast and ask o in stigation o th alidit o th claims. Th
b d n o p oo li s with th so c o th in o mation, not o .
DIRECTORIES
P int di cto i s a athingo th past, ight? Who all n ds at l phon
book, a hospital di cto o sta p o id s, o an oth p int d m di m
that lists contacts in alphab tical o d , o b s ic sp cialt , g og aphic
location, o an oth sp ci c cat go ? Gi n th cost o dialingt l phon
in o mation and th as acc ss to th Int n t, do s an on still n d p int
di cto i s?
el ct onic di cto i s a asi to s a ch and k p c nt, occ p l ss
spac , a l ss costl to maintain, and can b ta g t d sp ci call to th
s ’s int sts than t l phon di cto i s can. Th s ind s ha not
mad p int o t l phon di cto i s and al s ic s obsol t , b t th
o b a th g at st ad antag o an o m o di cto .
RELATIVE WISDOM: Fish in g With P irates—con t’d

Chapt 11: Conn cting O tsid yo P actic

55
Di cto i s com in p int, l ct onic, and Int n t-bas d o mats, and th
a still t l phon in o mation s ic s. yo ca GPS ma ha a di cto
on it, as w ll as o PDA and th applications o choos . Di cto i s can
b na ow (all th ph sicians on sta at o local hospital) o b oad
(th nationaldi cto o allm mb s in o sp cialt soci t ). Di cto i s
can b indi id al (a pati nt o p sonal contact databas ) o mass (onlin ).
Th oc s o di cto i s ma b b oad (th llow pag s o o m t opoli-
tan gion) o na ow (a listing o p o id s in a sp ci c stat who p o m
a sp ci c p oc d with a sp ci c d ic ).
Th ad antag s to di cto i s a man :
Wh n th a o cha g as pa t o am mb ship o p o-
ssionals ic o ag o p to which o b long, o sho ld
tak ll ad antag o s ch di cto i s.
Altho gh man oth o ms o comm nication will incl d
in o mation on wh to nd o , a di cto o s th asi-
st and most adil acc ssibl m ans to obtain o contact
in o mation with no n d o t chnologic d ic s.
Altho gh som on ma not di ctl b s king o p actic ,
ins a chingadi cto h o sh ma com ac oss o listing,
c d ntials, and p actic in o mation—an thing that ma c -
at int st and p omptthatindi id altomak th conn ction.
Th disad antag s to di cto i s a also man :
Th al o th in o mation d g ad s o tim , b ca s it
q ickl b com s obsol t and is a l i w d o pdat s
and isions. P int di cto i sb com obsol t mo q ickl
than an oth di cto , b ca s th a p int d a in ad-
anc o dist ib tion. With t l phon di cto i s, th a
so man o d, b so man known and nknown compa-
ni s, that not onl a o con s d b which di cto o
sho ld b list d in, b t di cto s sa con s d b which
di cto is th most comp h nsi and c nt.
Th cost o listing o p actic in som di cto i s can b
p ohibiti , and som di cto i sma q i sp ci cactions

56

S ction III: Wh
b th pa ticipants, s ch as o ing cons ltations o ac-
c pting a s t sch d l o an p oc d s p o m d on
pati nts who nd o th o gh th di cto .
u npaid di cto listingso t n ha th disad antag o l ing
lat nt. yo do not know th a th o o to tak ad an-
tag o nl ss o s a ch o th m. Th s a s all di c-
to i s o th m dical inst m nts and pha mac tical com-
pani swhos p od cts o s , o th p o ssionalg o psto
which o b long, and o oth g n al in o mation g id s
(most commonl on th Int n t) add ssing cons m in-
t st in a s bj ct on which o a an a tho it .
M as ing spons om di cto i s is m ch th sam as with an oth
comm nication hicl . f i st, th q stion is on o pos ; th n it is a
q stion o which di cto p ompt d an indi id al to act and contact o .
With l ct onic di cto i s, th add d ad antag is that th can b b ilt-in
t acking m chanisms. How , s ch s st ms m as n mb s, not th
q alit o conn ctions. Th most liabl o mo m as ing spons to th
s cc ss o comm nication hicl s o choos to s is b simpl asking
th s q stions:
Who o what d o to o p actic ?
Wh w o pos d to a m ssag om o abo t o
p actic ?
Wh did o obtain th contact in o mation o s d to
contact s?
Cost a n d Va lu e
Di cto i s can b ta g t d g og aphicall , d mog aphicall , to a so c
o p o ssional a liation, o to ta g t int sts. Consid th llow pag s,
a p d s ic p o id di cto p blish d b a m dia o ma k ting
compan , o a hospital o p o ssional soci t di cto . Also consid th
onlin s ic s to which o can s bsc ib to b list d as a p o id o a s-
th tic m dicin o a sp ci c t p o s ic .

Chapt 11: Conn cting O tsid yo P actic

57
Wh n o pa ticipation in a di cto q i s c tain comm cial acti i-
ti s on o pa t, s ch as p o iding cons ltations o ag ing to a s t
sch d l , th cost o th s loss s o n m st b consid d pa t o
th cost o pa ticipating in that di cto .
Di cto i s can b int acti and link a ta g t di ctl to o , o can b
static, q i ingadditional o ts b th ta g t a di nc to ach o . Som
t l phon s ic s will mak th appointm nt o a cons m who contacts
th m o o wa d th int st d cons m ight to o phon lin . Th
sam holds t with som Int n t-bas d di cto i s. Th can p o id
links di ctl to o w bsit . Oth di cto i s q i th cons m to -
tain o contact in o mation to man all and di ctl contact o .
What do di cto listings costs? Again this is th most a iabl cat go in
cost and al .
C ation o th listing can ca no di ct capital p ns i
o simpl inp t th in o mation l ct onicall . It can also b
incl d d in th cost o o s bsc iption to th s ic , o it
can cost o th ph sicalc ation o mat ialswh n it app a s
in p int o as a bann o pag on an Int n t di cto .
S bsc iption to di cto i scan ca nodi ct capital p ns
i th a pa t o a p o ssional a liation s ch as th hospi-
tal wh o a on sta ; o national, gional o local
m dical soci t ; o a pha mac tical o m dical inst m nts
compan o which o a a p d p o id . S bsc ip-
tion can also ca h g di ct capital costs, s ch as with th
llow pag s and l ct onic s bsc iption di cto i s. Th
ists littl , i an , al in pa ing a high p ic o di cto
listings wh n l ss p nsi so c s o q al o g at
al ist. yo capital so c s a m ch b tt sp nt in
mo acti comm nication o ts to b ild t a c.
Administ ation o di cto i s can a l b l t to o tsid -
so c s. This is som thing that m st main in-ho s and
sho ld b on a g la maint nanc sch d l . r a l do di-
cto s ic s mind o to pdat ; th onl initiat n-

58

S ction III: Wh
ollm nt. Mak c tain som on in o o c is mpow d
to k p all di cto listings, sp ciall l ct onic listings, as
c nt as possibl .
So how do o plan o di cto listings? Tak ad antag o all noncapi-
taloppo t niti s and in st in administ ation to k p th s c nt. Incl d
o s l in oth paid di cto i s, b t wh n th s bsc iption is a iabl
bas d on cont nt, mak c tain that cont nt is concis , simpl listing who
o a and what o do. Do not pa a high p ic o la g displa s and di-
cto isibilit o som thing as p sonal as a sth tic m dicin . An on
who id nti s o contacts o th o gh a llow pag s listing most c tainl
has h a d o o ls wh and did not choos to contact o b th d sign,
siz , o ash o o listing.
IN P RACTICE: All Th in gs to All P eop le
I lo to scan th llowpag s and w bsit s d ot d to a sth tic m dicin . It
amaz s m howman o th s t to b allthings to allp opl , and in th nd
p obabl cont ib t littl toth s cc sso ap actic o a sth ticm dicin .
Consid a llow pag s ad at ing a s nbathing tw nt -som thing
blond b a t in a listing o a p actic o ing thing om acial j -
nation and bod conto ingto mal b ast d ction and hai mo al. Con-
sid th ad tis m nt o a w ll-g oom d, asonabl att acti plastic s -
g on stating that h o sh is th to “mak o d ams com t .” (I
cannot b li som on wo ld choos a s g on bas d on th s g on’s ap-
p a anc —disq ali th m, ma b , b t choos th m, do bt l.)
Th n th a p actic w bsit s wh th ph sician p ts co ntl ss b -
o and a t photos o pati nts, ill st ating possibl p oc d with
littl planation o actl what t chniq s w s d and what adj ncti
th api s w incl d d.
I c i d acall omas g on who was antic b ca s th mon h had
sp nt on di cto i s was not g n ating th t a c h had hop d o . I ask d
himhowmost o his pati nts cam to him. r alwas th g at st, and s -
p isingl , th w bsit was his s cond g at st so c o al. yo wo ld
g ss th w bsit was in its l a s cc ss, co ct? No. Th w bsit als
w q it signi cantl tipp d in th di ction o b ast a gm ntation and
const ction pati nts who a i d at this s g on’s w bsit omth b ast
implant man act ’s sit , wh h was list d as a so c . Is it s p ising

Chapt 11: Conn cting O tsid yo P actic

5
to know that th llow pag s w m l a m ans o p opl who al ad
had a basis to want to contact him to do so?
Th l sson h : f w indi id als will choos a p o id to l ll som -
thing as impo tant as th i p sonal d si o app a anc nhanc m nt b
s a ching th llow pag s o a w bsit . Th s th s m l as a locating
nc , b t th i initialawa n ss o th p o id has com omsom on
o som thing ls . Altho gh listing o p actic in di cto i s is ss ntial,
how labo at o comp h nsi o listingm st b in a hicl that has not
p o d its abilit to ga n n w t a c is q stionabl .
MEDIA RELATIONS
M dia lations—in ol ing int i ws, p ss l as s, sto plac m nt (in
sho t, p blicit )—is not o on . Coming om a m dia backg o nd, I
can t ll o that th a indi id als who sho ld not app a on cam a o
sp ak to a g o p o th ai , o in int i ws with po t s. How ,
th a man app op iat oppo t niti s o m dia o ts.
Th o gh m dia lations o and o p actic can b a so c o p blic
in o mation abo t o p o ssion and p actic . Jo nalistic int g it -
q i s nbias d, a tho itati , balanc d po tingthat do s not incl d an
comp nsation om o to so c s o in o mation. Thos ngag d in m dia
lations who do not adh to th s p incipl s lack int g it , and I wo ld
not t st th m to acc at l con o m ssag to th p blic. C tainl ,
th l s a o t n b nt, and g a a as do ist. This mostl ists with -
q nt m diaspok sp sons and m dia“da lings.” How , nl ss o a
a spok sp son o da ling (and n i o a on ), stick to th l s.
Th a two wa s to go abo t national and majo ma k t m dia o ts to
ga n p blicit :
I o a a st ong no gh p s nc and p sonalit who has
signi cantl g at al o standing than th p s in o
p o ssion, o can d i o own m dia lations o ts.
I o a ast ong, d dicat d, and a tic lat p sonalit who
isacti in s a ch o t achingin o sp cialt ; in th local,
gional, nationaland int nationalp o ssionalo ganizations

6

S ction III: Wh
o b longto; and with compani s who man act o s p-
pl th t atm nts o administ , p sc ib , o s ll, o will
ha al to a m dia o tl t.
yo can ga n m dia lations th o gh o cont ib tion to
th s g o ps, ith b d i ing o own m dia lations -
o ts, b pa tn ing, o b acting as a spok sp son o th
g o p o p s nt.
yo m st acc pt how m dia lations o ts a d i n and aliz that i
o want p tabl m dia co ag th o gh chann ls that ha al to
o ta g t pop lations, o m st adh to th p incipl s o thical m dia,
and to o own p incipl s.
Mak c tain am diao tl t o o ganization has int g it and
that it will ai l and acc at l t ansmit o m ssag .
P pa o an m ting o int i w. Ask o th sp ci c
oc s and o p ct d cont ib tion to an comm nt o in-
t i wasw llasan ag ndaso o ma p pa acco dingl .
P actic th dialog o p ct to nd tak with an jo nal-
ist. Wh n this con sation do s tak plac , ha an in o -
mation adil at hand that o ma wish to p o id to s p-
po t o points.
Ask o th oppo t nit to i wan po tion o o cont i-
b tion to a m dia o t o clinical acc ac . This is act-
ch cking. (Th ca tion h isto ch ck actsand mak c tain
o a not misq ot d. Do not mak th mistak o t ing to
di ct ajo nalist howto p s nt his o h sto , o o will
n again b a so c o a m dia sto .)
B consci ntio sabo t pati nt p i ac wh n m diaa p s-
nt on o p mis so wh n sp akingwith m dia. C tainl
th b st sto is a p sonal sto ; in ol o pati nts in a
g n al wa wh n o can and b candid abo t th o t. I
a pati nt ag s to b pa t o o m dia lations o ts, it
cannot b a q id p o q o a ang m nt (in chang o
s ic ) nl ss that s ic is nominal and nattach d to th
o t at hand, and o must obtain asp ci c l as omth

Chapt 11: Conn cting O tsid yo P actic

61
pati nt o hiso h pa ticipation wh th thisisto b in p -
son o th o gh photog aphs, n i th pati nt is not adil
id nti abl in th photog aphs.
Comm nicat w ll and consist ntl with an m dia o gani-
zation. P o id s ppo tingdata, ollow p all q stions with
s ppl m ntalin o mation, and mak c tain o knowwh n
o cont ib tions will b b oadcast o p int d so o can
mak c tain o o c sta a ad to ld th att ntion
and phon calls.
Maintain th m dia lationships o d lop with baland
w itt n app ciation. Don’t do this o th att ntion, b t o
th p o ssionalism, m ch as o wo ld maintain a lation-
ship with pati ntsth o gh co spond nc lat d to pati nt
ca and inno ation.
Onc o nd stand th p incipl s o m dia lations, o m st d t min
how o wish to comm nicat with th m dia. D t min wh th o
want to d i o own o ts o ngag in o ts o pa tn ship, and s-
tablish th s lts o p ct. Know who to contact, and g la l pdat
o contacts. r aching th w ong dito o po t at an o ganization
a l s lts in o m ssag nding its wa into th ight hands. f o o
m ssag to b cti , o m st p t it di ctl in th hands o th jo nal-
ist who can most cti l s it to add ss th int sts o his o h i w-
s, list n s, o ad s. Ask abo t and contin o sl ollow th l s.
B alistic abo t s bj ct matt . u nl ss it is t l n ws, som thingo int -
st to th a di nc o th ta g t d m dia that is not s l -p omoting, it will
not ha an al in ga n ing m dia att ntion. Don’t think that o can
slid np o n m thods, inno ation, s l -nam d p oc d s, s l -s ing
in ntions, o th o i s and non–Am ican Boa d o M dical Sp cialti s
(ABMS)–c ti d c d ntials b an jo nalist. e da th is apl tho a
o s l -s ing l as s p t o t on th wi s, and an asonabl skill d jo -
nalist will s ight th o gh th .
e n th small st o ganizations ha st ict standa ds wh n it com s to -
po ting on m dical iss s. Th will ch ck th alidit o o c d ntials
and o p tation as w ll as o abilit to sp ak on th s bj ct. yo
sto will b tho o ghl tt d, nl ss th o ganization al ad has a la-

6

S ction III: Wh
tionship with o , nl ss th o t is on d i n b a c dibl a liation
with a s a ch o p o ssional o ganization, and nl ss th o t is o -
c ptional n ws al and is p s nt d acco dingl .
P u b licity Va lu e
M dia lations ha imm ns al to o wh n p op l nd tak n.
Th a ad ain on tim and p actic comm nication so c s, and statis-
tics show that in p actic , w than 3% o p ctl c t d m dical m -
dia lations o ts s lt in co ag . This is not m as d b th occasion
o th o t, b t b all m dia ta g ts in o o ts. Th s i o w to
s nd o t 1 p ctl ta g t d, cont nt-app op iat , acc at l d li d
l as s th o gho t th a , o p actic wo ld c i co ag om
w than th o thos l as s. Altho gh th al o this in imp o ing
o p blic imag and l ating o stat s as anot d spok sp son in o
sp cialt is imm ns , sing m dia lations is an indi id al d cision, th
ca at b ing wh th o ha th so c s to p nd on m dia lations,
and wh th o wish to b th st into th spotlight wh n th oppo t nit
a is s.
Med ia Rela tion s Cost a n d Va lu e
yo comm nication o ts ma b st at gic, and m dia lations ma
b nn c ssa . On th oth hand, b i t o o p o ssional a lia-
tions, o ma nd o s l th st into th ol o spok sp son, and m dia
lations ma b on o o o t ach o ts. T chnicall , m dia lations
sho ld cost nothingand o c ll nt inh nt al , which incl d s ach-
ing an a di nc , diss minating a alid m ssag , and nhancing o imag
and isibilit . Th m diao c nt diss mination o in o mation and a
st at gic to o p blic and pati nt d cation o ts. M dia po ts can
ach thos o n tho ght o co ld—b t th tak alot o o t o -
s lts to b achi d, altho gh thos s lts ma b w ll wo th th o t.
M dia lations m st not to b ngag d in b t ial and o ; o ha to
know what o a doing o hi som on who do s.
C ation o m diacampaignscan in ol nothingmo than th cost o d li -
ing a p ss l as on l tt h ad, o can b as costl as a id o p ss -
l as with llp o ssionalag nc o ts to p s nt and plac o m ssag .

Chapt 11: Conn cting O tsid yo P actic

63
Administ ation cost is low wh n o tso c d, high wh n k pt in-ho s .
Som on in o o c m st b mpow d to cti l ollow p and
maintain lationships.
How agg ssi l o wish to ngag in m dia lations d p nds on th
al it will b ing to o p actic and th cost o o tim and o ts.
IN P RACTICE: On th e Sp ot
M dia lations is ato gh b sin ss; I ha wo k d both sid s as an ag nt and
as a jo nalist. What I will t ll o is that ga dl ss o jo nalistic int g it
and standa ds, th is alot o pat onag amongm dical po t s and ag n-
ci s, j st as th is among spo ts po t s and th hom town t ams th
co . f w a as slick and ala ming as this cas , how .
Th th i ing p actic o a p sonabl p o id was app oach d b a m -
dia lations ag nt who had b n d th o gh a pha mac tical com-
pan , who o d to p s on b hal o th p actic am dia o t “g a an-
t d” to p od c pos on a top local n two k n wscast. Th oc s was
b aking n ws, a n w t atm nt om th pha mac tical compan . As a
m mb o that compan ’s “p d and d p o id s,” h was to act
as a spok sp son.
Th p o id , n ha ing ngag d in m dia lations b o , was p -
s ad d to acc pt th oppo t nit .
A w signi cant things w nt w ongthat ill st at actl wh m dia
lations q i not onl ca l planning, b t also a tho o gh nd stand-
ing o th p oc ss.
A local m dia po t call d th p o id ’s o c on da to tap a n ws
b t with ba l an ho ’s notic . Th ph sician was p o ming s g i s
that da . Not to miss th oppo t nit , h nish d th p oc d h was in
and canc ll d th n t p oc d . Th s g h was compl ting an a bit
long. Th n ws c w had to wait min t s, and altho gh th w g a-
cio sl accommodat d b th p actic sta , th c w g w i itabl . Th
w not conc n d o th sa t o th satis action o th pati nt in s g ,
as was th p o id . Th want d th i n ws b t .
Onc h was abl to m t th m, th po t b gan to di ct q stions to
th p o id that w compl t l nanticipat d. Th nt n old d so
q ickl th was no chanc to p pa in an wa . Th p o id had n
b n b o th cam as, and his st p i nc was not onl nplann d,
Continued

6

S ction III: Wh
IN P RACTICE: On th e Sp ot—con t’d
b t nn ing. Aman who was g n all so t spok n and q it a tic lat was
s dd nl st tt ing, ambling, n a l incoh nt.
Th m diao ganization p s nt d allo th b t s o th p o id sp ak-
ing that total d 6 s conds. Th diting disto t d his stat m nts signi -
cantl , and h look d t ibl np o ssional in th s gm nt.
Two w ks lat , th p actic c i d a bill om th m dia lations
ag nt o $7 . Th p o id had n ag d to cont act this man, no
did h p ct that th s ic s wo ld b paid o b him. Th w p -
s nt d as b inginitiat d b th pha mac ticalcompan . Wh n th p o id
q stion d th bill, th ag nt said that b acc pting pa ticipation in th m -
dia o t ( n tho gh h had not o mall ngag d th ag nt’s s ic s), h
was p ssing his ag m nt to ngag th m dia ag nt’s p tis in ob-
taining m dia plac m nt o him.
This is compl t l n thical, b t it wo ld ha b n di c lt to disp t in
co t wh th an o al ag m nt ist d o s ic s, b ca s th o t did
s lt in m dia co ag o th p actic .
f o th , th p actition c i d littl omth ag nt: no p pa ation,
no pa ticipation, no sp ct o th p actic o its pati nts and p i ac , no
manag m nt o cont olo th o t, and c tainl no s ns o p incipl s. Not
knowing what to p ct s lt d in q it th opposit o th positi isibil-
it o which th ph sician had hop d.
Th a m ltipl l ssons h , b t th most impo tant is this: yo m st
mak c tain an oppo t nit o isibilit in m dia is plann d, tim d, p -
pa d, and that o know th so c . What happ n d in this cas is that th
m dia ag nt ca ght an assignm nt p od c on a slown ws da . C ws w
paid to sit a o nd with nothing to po t on, so th p od c took ad antag
and s nt th c w to th p o id ’s o c , wh th in pat onag to th m dia
ag nt o to g t him to stop p st ing with his o t o plac m nt.
Th p o id and th p blic w th ictims in this cas . What might
ha b n a al abl n ws sto p s nting a p pa d and a tic lat p t
in a sth tic m dicin was an ill-conc i d sto that o d th a di nc lit-
tl al abl in o mation on an inno ation that ma w ll ha b n o in-
t st to th m.

ConnectingInside
YourPractice
You can close more business in two months
by becoming interested in other people
than you can in two years by trying to get
people interested in you.
— Da l e Ca r n eg Ie
CHAPTER 12
Outsid you p ctic , you tt mpt to tt ct i dividu s who mi ht b i -
t st d i you s vic s, to m k co ctio . I sid you o c , you h v
dym d th co ctio of i t st; owyou must co v t th t i t st
i to s vic s; th th s vic s d co ctio t s t to oy ty.
COMMUNICATION
Commu ic tio co sists of i t st, duc tio , d comp h sio . O
of th k ys to ctiv commu ic tio is its v i bi ity o d m d, o s
c os to o d m d s possib . It is vit compo t of y succ ssfu
p ctic .
You i vo v d t v y v of you p ctic , s you st iv to tt ct po-
t ti c i ts/p ti ts with you s vic s, im , b d, d missio . You
t t udi c must b duc t d bout th c i ic c you comm d
to m t th i p so xp ct tio s. You must so m k jud m ts s to
wh th i dividu c i t fu y comp h ds comm d d t tm t,
d its pot ti outcom s d isks.

S ctio III: Wh
D spit you i vo v m t i you p ctic , you c ot b th k yco t ct t
v yst v ytim . You must mpow you st ; t ch v ofco t ct
you qui co commu ic to — f mi i , t ust d sou c fo c i ts
d p ti ts—who c dd ss v yd t i xc pt th co c i ic fu ctio
of th p ctic .
n o st m mb shou d v susp d c i ic c i p o ss to tt d to
o -d m d commu ic tio of c i t/p ti t, u ss it is c y of c i ic
u cy. n o o oth th th physici shou d v comm d, di ct,
o p ovid c i ic c to y c i t o p ti t. But co commu ic to s
p ovid i k b tw c i t’s o p ti t’s d fo i fo m tio d you
v i bi ity to p ovid it. Fu th mo , without co commu ic to , po-
t ti o xisti c i t m y ot b b to t tim y sw s to th i qu s-
tio s f om t ust d d f mi i co t ct i you o c , which isks th pos-
sibi ityofth t c i t ooki s wh fo imm di t spo s . a thou h
commu ic tio must w ys b s co d y to qu ity c d ski i fu -
i ds, it is v th ss ss ti fo co v ti i t st d c i ts to p -
ti ts d to su i p ti t s tisf ctio .
Commu ic tio s withi you p ctic o m ti f om it must b p -
so . But th o thi it must ot b is p id d vo — dv tis -
m t. It must h v o , pu pos , to , d c to ctio .
Withi th o c , you wi commu ic t with p osp ctiv d xisti p -
ti ts, st , visito s, d outsid s vic p ovid s who h p you o c op-
t ctiv y, such s th c i c w, cc dit tio i sp cto , you
pub icists, d i dust ys s p s t tiv s. Th co ctio s you m k o
b k i you o c c h v positiv o tiv co s qu c s.
TH E F UNDAMENTALS OF IN-OF F ICE
ENCOUNTERS
Fiv b sic compo ts i t to y v y cou t i you o c ,
o m tt who th subj ct m yb ; th s i c ud th vi o m t, ti ,
fu ctio , dmi ist tio , d c osu .

Ch pt 1 : Co cti I sid You P ctic


En viron m en t
You o c vi o m t, f om th upho st y o th ch i s to th co o of
th w s, f om th music to th ow s to th i hti , co v ys som thi
bout you o c . I busi ss focus d o fu i th p so ds of
p ti ts, this vi o m t must focus o th i dividu . Th su ou di s
m y ct you t st s, but th ymust so i vit d w com th i dividu
d o i dividu iz d tt tio .
l v p so d po itic m ss s outsid th o c -
vi o m t. Pictu s of you chi d d spous pp o-
p i t i you o c , but ot th ou hout th f ci ity. Thisis s
much fo th i s f ty d p iv cy s it is fo thos i you of-
c to focus o th i t sks, ot o you p iv t if . You p s-
sio fo hu ti , o f, o moto cyc s m y ot b sh d by
oth s. It is p f ct y cc pt b to p so iz you o c ,
but m mb th t it is i you p ti ts’ i t sts th t th of-
c xists.
Co sid comfo t d fu ctio , ot simp y d si . a vi-
o m t th t is too fo m m y b i timid ti ; too c su
m y s m u p of ssio . F oo -to-c i i wi dows m y b
stu i , but fo th p ti t i st t ofu d ss, th yc b
ho ifyi . a hi h x mi tio t b m yb p f ct fo you to
ch you p ti t, but wkw d to c imb up o . Th
i hti shou d b soft, tt i , d tu .
T mp tu d vo um p y bi o i c i t/p ti t com-
fo t d co d c i you vi o m t. a w m, d ft-f
t mp tu , qui t v ti tio , d soft voic sth t do ’t c y
f omo oomto oth ss ti . Th bi ityto ch
th v of sou d, such s b ck ou d music, i i dividu
ooms c b impo t t fo putti i dividu t s o
fo su i his o h u divid d tt tio . a djustm ts
shou d b m d fo th s so with pp op i t t mp tu s
m i t i d fo u c oth d p ti ts, ot fo you p so th -
most t.

S ctio III: Wh
Choos bo d, b i ht co o s o soft, mut d sh d s to co v y
di t m ss s. Fo w s, c othi , d b ochu s, s ct
co o s th t tt ct, ot to s th t dist ct o ov pow .
B w ofth sc tsth t p m t you o c vi o m t.
a ov cook d u ch i th mic ow v , th sm of coho
o disi f cti ts i x mi tio oom, d th sm
of bu t h i i s oom o siv . r co iz th t
th s sc ts m y b u p s t to thos who h v com to
you fo p su b xp i c .
l os th c utt : mi imiz post s, p mph ts, two k, s,
pi sofo d m zi s, ov stu d bi d swith photo phs,
disp ysofski c p oducts, c ss ym dic i st um ts
o supp i s. K p cc ts to mi imum d o iz th
m i st y it ms so th y si y cc ssib , ot dom y
sc tt d.
K p thi s soft. a ythi th t touch s th body shou d b
soft, w m, d disc t, v ifit must b dispos b . Ifyou
wou d ot b comfo t b i p p ow , do ’t xp ct you
p ti t to b .
M i t i comfo t b p c . If you hu i d o d i ,
ust d o i tt tiv , it wi b ct d i you vi o -
m t d wi ct you p ti t’s comfo t d mood. K p
thi s w p c d d c tt tio to m tt s th t qui
h d i wh d wh c ss y. a s s of u cy
shou d b s v d fo t u y u t m tt s.
l ist towh t you s y, to whom, d how d wh you s y
it. Wh sch du i o s out of sy c o uis c occu s,
it’s sy to s ip i to t s , i it b to . a quick ch i
to c ch th i ou d you, t i th vi o m t
to th — d it c t k tim fo st m mb sto bou d.
B fo you s p, co sid who wi h you, whomit wi f-
f ct, d how it m y b p p tu t d.
Th s subt m ts d so m ymo co t ibut to c ti vi o -
m t i which you wi m k mu tip co ctio s with mu tip i dividu-
s. T k co t o of th vi o m t i you o c .

Ch pt 1 : Co cti I sid You P ctic


Greetin g
Wh som o t s you o c , th must b i iti ti to c-
k ow d th p so . This w com must b imm di t ; thou h it m y
ot b possib to tt d i st t y to th i dividu ’s ds, it is impo t t
to s y, “H o, ic to s you. C you iv m just o mom t d I’ b
i ht with you?” Do ot ow i dividu to st d i th doo w yw iti
to b ck ow d d. Th s m ho ds t u fo t pho , m i , o t xt m s-
s s. Th s shou d b sw d s p ompt y s possib , d if c ss y,
th i dividu shou d b to d wh spo s wi b possib .
Wh th o th pho , i p so , o by y oth m s of co ctio ,
th th w ys to out o ’s ctio s ft ti . Imm di t y sk
who th c o visito is d th i dividu ’s pu pos : “H o, w com
to Docto ’s o c . How c I h p you tod y?” Th d p di o who
you d i with, th c o visito is out d i o of th fo owi
w ys:
Apatient or prospectivepatient: Do ot d y; th pu -
pos fo th co ctio d th pp op i t spo s . n v
k p p ti t o p osp ctiv p ti t w iti u ss h o sh
isw iti to sp kto som o mo pp op i t th th i i-
ti t .
A visitor: a s s p, th f i d of p ti t, oth physi-
ci , o som o stoppi by. P fo m t i : r spo d im-
m di t y to thos you must, d h v oth s w it u ti you
b to spo d.
Adeliveryman, an essential servicetoyour practice, thelab
driver, or a supplier: T ch th s i dividu s you op t-
i p oc du s d p otoco s f om d y o . Do ’t ov ook
ti , but do wh t you c to utom t th s visito s o
c s.
B i ti i w m, focus d m d you wi t comp i c . If
you o i si c o u focus d ti , you’ c t doubt o discom-
fo t. n v ov ook th pow of th ti —th to you s t wi v
i d ib imp ssio .

S ctio III: Wh
F u n ction
Wh th fo co su t tio , t tm t, o fo ow-up, to d iv th m i o
ch ck th smok ms, y i dividu who com s i to you o c h s
so to b th . K owi th t so d spo di pp op i t y
ss ti .
P ti ts com st. Wh th th i iv is xp ct d o u xp ct d, fo
m cy o simp y to p ish th i supp y of ski c p oduct, p -
ti ts you p io ity. Som wi d op i u xp ct d y b c us of mis-
commu ic tio bout ppoi tm t tim s, o o pu pos . If you ot
w ofth p ti t’s so to b th , with o oppo tu ityto p p (fo
co su t tio , p op tiv o postop tiv visit, photo phs, p ym t,
t tm t, o fo ow-up), th st thi you must d t mi wh th t p -
so iv s is his o h pu pos fo b i th , d tt d to it pp op i-
t y with mi im dis uptio of th sch du of oth p ti ts.
Visito s who ccomp y p ti ts c b h pfu o dist ctio to ctiv
commu ic tio with th p ti t. n o o c shou d p ovid b bysitti
s vic , d ppoi tm ts must ot b soci occ sio s fo you p ti ts
d th i f i ds. S t po ici s o th v of th visito s’ p ticip tio i
you p ti t’s xp i c d m k th s uid i s c to v yo . Such
po icyp ot cts th i t sts of of you p ti ts d shou d th fo b
w com d.
Visito s who ot ccomp yi p ti ts m y h v obvious fu ctio
such s s s, s vic , o d iv y. Wh you c , s t po icy s to wh
th s visito s shou d t , with whomth yshou d co ct, d wh th y
m y d m y ot v d iv i s. S t po icy so th t s s c s qui
ppoi tm ts, d imit thos ppoi tm ts to th d ys d tim s wh
th y wi ot dis upt s vi you p ti ts.
a oth visito s must b t d d imm di t y sk d th pu pos of
th i visit. St s shou d b dd ss d without d yb c us , quit sim-
p y, th s f tyof p so s i you o c m yb t st k . Th is o d
to p ic o t d f siv bout u k ow visito s, but st must b t i d
to fo owp op p oc du s to t d i qui bout this p so ’s so
fo b i i you o c d to ct cco di y.

Ch pt 1 : Co cti I sid You P ctic

1
a thou h m i t i i visito ’s o m y s m ik u w t d bu d ,
it is impo t t m s of p ot cti th s f ty d p iv cy of v yo i
you o c d it is impo t t th t you k p o . P ti t ppoi tm ts c
b t ck d, s w s oth p op who t d xit you o c ch
d y. This m y s v you w histo ic y d wi b of b t if y i ci-
d t is s th t qui s c of v yo o th p mis s.
Ad m in istra tion
Th dmi ist tiv fu ctio i you p ctic i vo v s sch du i ppoi t-
m ts, t ki m ss s, si i fo d iv i s, o p ovidi fo ms th t
p osp ctiv p ti t is sk d to comp t . a dmi ist tiv st co c-
to s, commu ic ti wh t is d d d why d m ki th p oc ss sim-
p fo v yo without osi th p so ch ct ofyou p ctic . a d-
mi ist tio is o c i ic wh p oc ss d p oc du most
impo t t, d wh th p so touch c di y b ost. Som impo -
t t w ys fo dmi ist tiv st to m k positiv co ctio i c ud th
fo owi :
Makingeyecontact: Wh th h di ov fo m, di cti
p ti t to x mi tio oom, o jotti dow si tu
o m ss , b fo d ft this ct, m k y co t ct. l t
th i dividu k ow th t thou h th b i f xch m y
s m imp so , you i f ct co cti p so y.
A rming: a y d t i o i st uctio th t is impo t t o m y
b u c shou d b co m d b fo you dmi ist .
Personalizing: Us th i dividu ’s m wh you k ow
it, o sk if you do ot d it is pp op i t . B p so d
p so b .
Remainingprivate: Wh th co cti p so o b sici -
fo m tio i p so o o th pho , k p co v s tio sp i-
v t fo thos you sp ki with d fo th comfo t of
thos ou d you. If c ss y, owp ti tso st p iv t
p c toc yout dmi ist tiv fu ctio s. I o c s t i p s-
ticsu o ’sw iti oom shis c ptio ist w sc i -
f i physici fo co ds o m st ctomy p ti t. r i ht

S ctio III: Wh
i f o t ofm , d withi shot ofth ti w iti oom,
this poo wom ’s m , dd ss, soci s cu ity umb ,
d co ditio w b o dc st. This is ot o y vio tio of
HIPa a , it is simp y t ib y i pp op i t .
Investingtheconnection with personalityaswell asprocess:
Y s, th y d to si you p iv cy po icy o photo co s t.
Y s, you xp ct th hous k p to vi w h t sk ist d
its comp tio with you, o th bo to y to vi w th o -
d s commu ic t d. a thou h this m y b p oc ss, it do s
ot h v to b imp so . S y “p s ” d “th k you.”
D mo st t th t th p so you co cti with ismo
impo t t th th t sk t h d.
a dmi ist tiv fu ctio s c b ik th utom t d, obotic, imp so
pho c s w m k to t custom s vic —o th y c b ik you ow
p so shopp , but , co ci , o co d t. I p so s vic s i -
dust y, st iv to v th imp ssio of th tt .
Closu re
a simp m tt of to to th wo d “ oodby ” c c os m ti o
pho co v s tio d xp ss “u ti w m t i ,” “I hop w ’ m t
i ,” “ t ost,” o “ t out.” Fo so s ofi t p t tio , v yco c-
tio i you o c must d with som fo mofc osu , d th to ofyou
c osu m ss must i dic t th di ctio you hop you futu tio -
ship wi t k .
e y i my c I wo k d with di cto of commu ic tio s whos
m thod of c osu fo y pho co v s tio w s to b upt y h up. H
did ot s kc osu , h did ot s y“th kyou” o “ oodby ”; h just hu
up. H did ’t st v y o i th t job, which w s o su p is : h did ot
k ow how to commu ic t , but h c t i y did k ow how to disco ct.
O th pho , c osu is ss ti , but mo impo t t is th timi fo c o-
su . C osu qui s co izi wh th oth p ty h s comp t d his
o h p t ofth co v s tio . You shou d ck ow d th t th oth p ty
cc pts this, d v th doo op fo th futu . It is much mo th
“ oodby ”; it must b “u ti w m t i , soo ,” d it must b si c .

Ch pt 1 : Co cti I sid You P ctic


I p so , c osu qui s som thi qu y si c : h dsh k o
t touch of th shou d , d smi . If possib , it m s sco ti th
oth p ty to th doo , o if c ss y, p ovidi th p iv cy d tim fo
th p so to v wh dy, such s wh f sh d, d ss d d com-
pos d ft t tm t.
Th tu of ct o ic spo s is b i f, such s voic m i , t xt m ss s,
o m i f om you o c , but it shou d ot b imp so o t s . C osu
fo ows op i , i vit tio , d th disti ct c to ctio th t su s
th cipi t wi spo d d p ovid s th d t i s to m k th t m thod of
spo s s sy d cc ssib s possib .
VEH ICLES OF COMMUNICATION
Tod y w commu ic t most s f qu t y with thos i sid th o c
with o -o -o m ti s s w do with oth xt commu ic tio s.
Th v hic you us is ot s impo t t s how you us it: s tti positiv
vi o m t, o i p op d p ompt ti , izi th fu ctio
of th i t ctio , c fu y m i dmi ist tio , w ys o i si -
c d i viti c osu , d most of , v if th commu ic tio is ot
i p so , k pi it p so .
In terp erson a l Com m u n ica tion
I t p so commu ic tio withi you p ctic is withi you co t o .
You ot o y th b sis of k ow d ; you s t th st d d. With i t -
p so commu ic tio , you c d th p ctic ’s pu pos d obj c-
tiv s, s t th to , d co v y c to ctio th t s imm di t -
spo s . Wh you d you st th commu ic tio v hic of choic :
You k owyou ow fu ctio d you udi c . You f c
to f c with th m.
Th t tiv is i put f omsom o outsid you p ctic ,
o you do ot w t to h v i u c .
C utio i si thi sd d i s d s(s Ch p-
t ). It isyou ob i tio to commu ic t pp op i t , c -
did, d si c m ss s.

S ctio III: Wh
a ctiv ob i tio s th st d ds you s t d d mo st t
co sist t y fo i t p so commu ic tio withi you
p ctic . Ifcommu ic tio s i co sist t, you iskco fu-
sio d i tio .
Th physic d ci cost of i t p so commu ic -
tio is ct d i how th v u of you tim sp t i i t -
ctio st s t s ctiv yto p ovidi s vic (thus -
ti v u ). Th physic d ci cost of i t p -
so commu ic tio is vit to you p ctic .
I t p so commu ic tio d iv s you m ss di ct y to i divid-
u d ows him o h to spo d di ct y. Without i t p so com-
mu ic tio , o p ctic c su viv . How v , you p ctic c ot su viv ,
much ss succ d, without oth m s of diss mi ti you m ss s.
ev co summ t xp t t i t p so commu ic tio wi qui d-
ditio v hic s ofcommu ic tio , som ofwhich wo ki co c t with i -
t p so commu ic tio , d oth s th t wo k ith to th o o
to p s t you m ss outsid you p ctic .
W oft h th t m bedside manner. Som m dic p ovid s wo -
d fu i o -to-o commu ic tio , wh soth s h v su ic ski s th t
f xc d th i p op ski s. I sth tic m dici d i fu i th
ds ofoth s, poo p so commu ic tio c b a chi s’h . You
c ot possib y succ d i fu i th p so d si s of oth s u ss
you c commu ic t with thos you s v bout th i d si s.
You must f k y v u t you ow commu ic tio h bits, ski s, d p t-
t s. It is di cu t to co iz you sho tcomi s i this d d to
m k ccommod tio s cco di y. If you t d to b succi ct, b i f, d
busi ss ik i you co ctio s, this m y b i t p t d by p ti ts s
b usqu ss o ck of tt tio to th i co c s. If this is th c s , m-
pow p ti t coo di to o u s who is ctiv ist to h d
si i c t po tio of p ti t commu ic tio . If you w m d t d to
co v s t th with p ti ts, t ki joyi i bout th m d th i
d si s, h v th p ti t coo di to o u s k p you o t ck. Ifyou d
p ti t do ot s m to b commu ic ti w to th , d w i you p -
ti t coo di to o u s s p ticip t i th discussio so h o sh c
bu o t s t . If you p ti t coo di to o u s h s di cu ty with

Ch pt 1 : Co cti I sid You P ctic


Continued
c t i p ti ts who w t to sp k with you d o y you, m k you s f
v i b d st ss to th t p ti t th t you d you st p ctic i t p -
so commu ic tio withi th o c th t is t m o t. empow th
m mb s of you t m to optimiz th i commu ic tio st ths.
a thou h i t p so commu ic tio withi you p ctic is p so to
p so , it d ot b so yto o p so . So o s th i s d spo -
sibi iti s of commu ic tio c , m k you i t p so commu ic -
tio t m o t. a t m th t wo ks to th is w ys mo ik y to suc-
c d th is t m m mb who fu ctio s so y o his o h ow .
IN P RACTICE: Well Scrip ted
So m y p ctitio s k ow th y d to commu ic t b tt d up-s o
c oss-s th v u ofth s vic s th yp ovid , but f w t u ysucc ssfu t
this. Up-s i is ddi mo to th p ti t’s d si d s vic s, c oss-s i
is ddi v u b comp m t y s vic s o p oducts. Th mo I obs v
p ctitio s d st i situ tio s th t c si y owi to s vic o dd d
s vic s, th mo I iz th t oft it is ot i dividu mp oy ’s ckof
o t o d si to commu ic t ; it is ck of co d c th t k ps owth
o dd d s vic f om m t i izi .
I y o c of v yi d mo phics, p ctic mix, missio s, d im-
s, you must t k th tim to su th t st m mb s u d st d you
st d ds d obj ctiv s fo i t p so commu ic tio . I t p so
commu ic tio is th si t st commu ic tio too v i b to th suc-
c ss of you p ctic . You m ss s must b co sist t, positiv , ctiv ,
d i u ti . How do you ccomp ish this? With sc ipti .
F om how th t pho is sw d to how p ti ts t d, f om
how m ss s d iv d, f om i fo m d co s t to up-s i d c oss-
s i — th v y simp ph s s d ctio s th t d to t tio d -
f must h v sc ipt d uid i s. Th s wi iv p ctitio s d st
th m t i to customiz th i m ss s to m t th i obj ctiv s. Sc ipts
ot v b tim cit tio s; th y m s of d i d o izi th
thou hts o poi ts to commu ic t .
C s i poi t: a p ctitio w s s di cou t ss p ti ts to pu ch s
p oducts f om his t i fu ctio , but his ssoci t s s t f w. I sp t tim
with th m , discussi th oppo tu iti s to h c s vic bydi cti
p ti ts to th t i fu ctio . a ft v y sho t tim , th p ob m w s c .

S ctio III: Wh
O p ctitio w s d pt commu ic to who co t o d d st d
co v s tio s with p ti ts. H h d o di cu ty di w y ot o y to
su st, but to i vit oth s to co sid dd d s vic s o t i optio s. His
ssoci t s, o th oth h d, w so focus d o th o issu p ti t p -
s t d with th t th yov ook d th oppo tu ityto xt d th co v s tio
b yo d th p ti t’s imm di t d.
a ft c ti o v y but thou ht-p ovoki sc ipt, ft s v
s ssio s of o -p yi , d ft s tti o s fo i vit tio s to dd d s -
vic , w ss ss d th vo um of th t i fu ctio . n ot o y w s it xp i-
ci o mous owth, but p so s vic s w too. Th b t to th
p ctic w s ot just i vo um d v u ; s tisf ctio su v ys i ust t d
th t p ti ts w so p s d t th p ctitio s’ tho ou h discussio d
c did comm d tio s th t th y co sist t y t d th i xp i c s x-
c ptio d ot d th xp i c o d d t v u th th y h d x-
p ct d f om p ticu visit o t tm t.
a thou h you do ot h v choic ofv hic i you i t p so commu-
ic tio o ts b c us it is you d/o you st , you do h v choic of
v hic s fo m ss s th t you d you st do ot di ct y d p so y
d iv . M ki th i ht choic o which v hic s to us qui s:
Abasisofknowledge: How v hic d iv syou m ss , to
whom it is d iv d, d th sp ci c ch ct istics of th t
v hic
Evaluation of options: a ysis d comp iso of cost,
oppo tu ity, d udi c d mo phics i tio to you
id t t udi c
An ongoing review of results: You most vit , d oft th
most ov ook d, compo t of choosi v hic ; if you
do ot m su how succ ssfu v hic is i iciti di ct
spo s , you do ot k ow wh th to co ti u usi th t
v hic
IN P RACTICE: Well Scrip ted —con t’d

Ch pt 1 : Co cti I sid You P ctic


Telep h on e
n xt to i t p so , i -p so commu ic tio s, you o c wi commu-
ic t most f qu t y with p osp ctiv p ti ts, cu t p ti ts, d y-
o s byt pho . Fo this so , th t pho shou d b us d fo th
most p so commu ic tio s, ot fo t m k ti . You t pho co -
v ys you im :
How m y i s b fo som o sw s?
Whoisth voic o th pho , o isit m chi th t sw s?
Isth c iv th oppo tu itytost t hiso h so fo
c i , o simp yputo ho d th mom tth c is sw d?
How m y p ompts o t sf s u ti th i dividu c i
co cts with th p so h o sh is t yi to ch?
Wh t isth b ck ou d ois , th vo um ? Howm ytim s
is th p so who sw s th pho dist ct d, dist t, o
simp y s ms u i t st d?
Do s v yc c iv th c ss y sw so i fo m tio
o th t st c ? Do s you o c t ck th umb of m s-
s s th t d to b t k d th tim it t k s to spo d?
I do ot b i v i c ptio ists o t pho op to s; I do b i v v y
i dividu i th o c must b t i d d dy to sw th pho t
y tim . Th is o so pho shou d i mo th th tim s.
Th is o so fo music o ho d u ss you f you c s xp ct to
b t t i d, o fo m ss s o ho d, u ss you p o h vi p op
o ho d so o th y h th who m ss .
C wh you h v p missio to c . Co sid th vi o m t you t -
pho c t s ot just fo thos c i i , but so wh c s m d out.
I dditio to ti th cipi t of you c , sk if th i dividu is f
to sp k t th mom t, d if th tim is co v i t to c y out th fu c-
tio o d fo which you c d. B p p d fo th c with ot s,

S ctio III: Wh
comm ts, qu stio s, d i fo m tio c ss y. C y out you fu ctio
d th d t mi wh th th cipi t of you c h s qu stio s, co -
c s, o comm ts. l ook fo c osu with th cipi t of you c , v
thou h you th o who m d th c . C osu must, s w ys, b p -
so d i viti . ev ifth c is simp y ppoi tm t mi d , m k
c t i th p ti t k ows wh to iv , wh t to xp ct, d th t you
ooki fo w d to w comi him o h . a utom t d ppoi tm t -
mi d s m y s v you tim d mo y, but th y imp so d sou d
u co i .
TAKE A MESSAGE
Th tim s wh it is cc pt b to t k m ss , so o s som o
spo ds to th m ss i tim y, si c m . Tod y m dic d-
v c m t occu s u y d pid y. M di po ts o itim t d
qu stio b m dic i ov tio s p v siv , p ticu y i sth tic
m dici . Why? B c us ou soci ty is focus d o youth d b uty, f ct
th m di us to tt ct udi c .
Wh som o f om th t udi c is cu ious ou h to s k mo i fo -
m tio d c s o you p ctic , you do ot w t yofyou st to s y, “I
h v v h d of th t.” Th ity, how v , is th t ot v yo c -
sw v y qu stio , th tim . Th fo , if fo som so st m m-
b is ot f mi i with th subj ct of th p ti t’s qu y, m k c t i h o
sh is stut ou h to k ow wh d to whom to f c . Oth wis ,
you wi os pot ti c i t, d m y os c dibi ity. This too is i
which sc ipti is i v u b .
Em a il
em i is wo d fu commu ic tio too wh it is w com d, i fo m tiv ,
d p so . em i th t is ov us d o ic wi b i o d. If you of-
c m i s p op fo mu tip pu pos s, b c t i you h v disti ct s d-
i dd ss fo p so p ti t m i : o fo m ss s d o fo
busi ss. a ppoi t o p so to ch ck p so p ti t m i co sist t y,
d y, b c us you v k ow wh th m ss f om p ti t m y b
u t.