The image a physician builds within the community and among colleagues is an asset, one to which a value cannot be tangibly applied. In the Author’s Note at the front of this book, I referenced an admonition offered by Dr. Tinsley Harrison. About the calling that befalls a physician (including facial surgeons), Dr. Harrison offered the challenge to “provide a unique service for [one’s] fellowman” and—at the same time—”build an enduring edifice of character” within oneself. The words unique service in Dr. Harrison’s challenge are another way to say “distinguished” or “elite.”

Clearly, the ultimate objective must be to build an edifice through “service.” At the same time, ethical marketing practices can tastefully introduce the appearance-enhancement surgeon to the public and members of one’s profession. To some of our colleagues it may sound strange, but professionals have one commodity to offer—what they know, and what they can do with what they know. And the more accessible that commodity/asset becomes to the public, the greater its value.

Accepting this contemporary truism to be valid, marketing facial surgeons and their practices has become big business—“mainstream” continuing medical education (CME). Virtually every CME conference contains segments of the program devoted to the subject.

It is not the intent of this chapter—or this book—to provide counseling on specific marketing techniques and campaigns, but rather to address marketing as part of practice development to be considered with forethought and entered into with prudence and good taste.