Neil Baum, MD, is professor of Clinical Urology at Tulane Medical School in New Orleans, Louisiana. He is the author of Marketing Your Clinical Practice-Ethically, Effectively, and Economically, which is in its 4th edition, has sold over 175,000 copies. He has written ten books on practice management and the business of medicine.Baum wrote the popular column, The Bottom Line, for Urology Times for more than 20 years. He has authored or co-authored over 350 articles that have appeared in peer-reviewed medical publications on various urologic topics, as well as articles on practice management.He recently published a book, Medicine is a Practice: The Rules for Healthcare Marketing (AAPL 2024), which emphasizes marketing strategies for the healthcare practice. Baum offers practical ideas and suggestions that have been tested in his practice or used by other physicians to significantly improve their careers and productivity of their medical practices.