With media campaigns you put your offers in front of people when they search.
The psychology behind trust and decision-making haven't changed for thousands of years. We still rely on opinions of others and the perceived authority of sources of information. But the communication forms and the tools that we now turn to have changed dramatically.
Taking this change in the communication forms and tools into consideration when you craft your message and make sure that you use available platforms to communicate how you service your preferred patients will effectively set you apart from your competition.