Discernment is vital to understanding which media outlet is best for your practice Killer Marketing Secrets for Private Practice PTs: How to Thrive in the New Healthcare Economy - chapter 11 written by Carl Mattiola discusses how to better use single question email Ask your target market what media they use, for example "What have you purchased in the last 30 days for your back pain" How does your target market use their media preference (iPad/tablet, mobile phone, laptop or computer) Use the results of your research to better target your audience