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It is not proper for doctors to use normal marketing techniques such as advertising in various forms of the media. In the medical profession, the most efficient marketing is done with Ben Cummings’ techniques. The technique relating to Chiropractic Marketing directly aims at impacting patients and informing them of the extra value they can get by seeing a particular doctor. Patients just want proper care and attention in health care and they will readily agree to try a doctor who approaches them. Therefore, it is an excellent idea to use Ben Cummings’ techniques that guide doctors on how they can systematically frame strategies to positively impact patients.