HOW CAN UNDERSTANDING AND PRACTICING THE principles of marketing help the specialist restore order in this uncertain health care environment? Marketing is more than just advertising, public relations, and communication. According to Berkowitz, (1) marketing is “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” Marketing is the process by which the health care provider identifies and strives to meet or exceed the needs and expectations of the health care customer, especially the individual patient. Marketing is an organizational way of life and a “mindset” that is characterized by identifying your customers and placing them at the center of your organization’s universe. Until the last two decades, marketing by physicians was equated with advertising and considered improper or, at the very least, unnecessary. In fact, until 1975, the American Medical Association prohibited advertising in its code of ethics. However, coincident with the dramatic changes transforming health care in this country, there has been increasing awareness of the importance of marketing by physicians and health care organizations.