Pictures, editorials, outreach, acts of kindness, lectures in schools, AAO-HNS materials, locally designed materials, participation in community affairs that are meaningful to public good and worthwhile causes.
Relationship marketing is a key factor.
The most compelling ads include positive person points. Controlled messages in the telephone directory. Make a directory of your 12 most influential patients in your community. Share their good experiences with you and what they know. These are your early adopters.