How should a dental practice approach marketing in a medium-sized market? With a combination of two traditional media channels plus several nontraditional channels, calibrated through testing to find the right mix. Medium-sized markets sit between the easier conditions of small markets and the harder conditions of large ones. The cost of using all three traditional channels, newsprint, radio, television, simultaneously usually exceeds what a single practice's marketing budget can support effectively. The right approach is to pick two of the three traditional channels that fit the practice's target demographic, then layer in nontraditional channels: internet pay-per-click, direct mail, internet content marketing, [...]