Be visible in your community. That's the most important thing. Sponsor events. Attend High School career days. Sponsor little league teams. Make your logo mean something. Make sure your staff mirrors your community. If you are in a Latino community, make sure you have Spanish speaking staff. Be careful with "giving treatments away" or waiving co-pays or free consults. Deep inside your Tufts, or Blue Cross, or whatever Health Insurance you are contracted with, they have "Compete clauses" Meaning, you can't undercut your competitor by waiving co-pays, etc. It may vary state to state, but make sure you review the contract.