How can spending money on practice growth ever pay for itself? The best place to put money is into something that brings back more than it cost, because at that point the investment is basically free. I call it self liquidating. If you spend a dollar on a system that generates two, the system paid for itself and then kept paying. That is the bar I want you to hold every growth expense to. Done right, the ads that bring in cases, the case acceptance sequence for elective work, the staff training, all of it should earn back its cost quickly [...]