As the healthcare industry has evolved, so too have the methods physicians use to attract patients and impact their community. Today physicians need to know how to position themselves in a population health management marketplace where strategic affiliations, the ability to differentiate and a value-driven (rather than volume-driven) philosophy creates customers for life. In this important article, Kevin/Ross President Ross Goldberg argues that it is public relations, more than advertising, direct mail or other similar initiatives, that combines high credibility with a relatively low cost. Resources put into public relations are dollars well spent as public relations can help physicians build their brand, raise their visibility, and position themselves and their practices in a favorable light. Read full article here.