You’re opening a new office or your practice is adding a new physician or you have added a rapid track for urgent care. So how do you best communicate this to your patients and referral sources? Do you send a letter? Or do you run an ad? Or do you put an announcement on the home page of your Web site? Or do you set aside some time to make personal visits or community presentations? Life sure would be easy if there was a single, surefire strategy for success or if we had the time and money to do everything thing we want. However, as we all know too well, we live in a complex world without an “easy button.” And of course budgets are always tight and so is time. What works? The matrix.