Abstract
Dr Edmund runs a successful dermatology practice but covets the business of cosmetic patients in his competitive community. These patients are extremely discerning and tend to select doctors based on reputation and peer recognition awards. Dr Edmund attended a well-known medical school and residency program, but feels that this is not enough to distinguish him from the competition. He was flattered to have recently received a letter stating that he was selected to receive a ‘‘Top Doctor’’ award. The letter included a glossy brochure offering him the opportunity to purchase magazine advertising, listings in the company’s published directories, and commemorative plaques and trophies. Dr Edmund is aware that many of the successful dermatologists in his area have received similar awards.
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