There used to be a time when, if you had a toothache, you'd scramble for the nearest copy of the Yellow Pages® and search for a dentist. By the time you thought you found a doctor, the pain went from bad to worse. Thirteen years ago, when my staff and I started marketing our practice, the Yellow Pages were all the rage. The return on investment, or ROI, as you might expect, was not nearly what I had hoped for. We were getting roughly five new patients per month while spending $21,000 per year on advertising. Something needed to change.