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Practice providers and office managers may think marketing requires a lot of money due to the cost of implementing newspaper ads, radio spots, TV commercials, or brochures, but these are only one component of marketing. According to Neil Baum, MD, a practicing urologist in New Orleans and a nationally known speaker and author, there are easier ways to market your practice that will also improve your bottom line. Baum introduced the four pillars of success in marketing during the audioconference "Physician Practice Marketing: Strategies to boost your bottom line." The audioconference aired in July and was sponsored by HealthLeaders Media.