Is it time for doctors to hire publicists?

As medicine continues to evolve to a business, physician “branding” becomes more important:

“The secret is being bigger than your medical practice,” says Howard Bragman, founder of the media and public relations agency Fifteen Minutes (whose clients include Robert Rey, a.k.a. Dr. 90210). “If the only money you ever make is doing your medical practice, you’re limiting your income. If you can make money selling products or with books, then you become a brand.”