Issue link: http://viewer.e-digitaledition.com/i/215562
++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ Contents | NOV/DEC 2013 | FEATURES PHYSICIAN-TO-PATIENT MARKETING: KNOW WHAT WORKS 10 Strategies for increasing patient volume have changed dramatically in the digital age. Fortunately, three of the best ways to engage patients don't require knowledge of HTML for success; social media, mail and community campaigns can offer desired returns on marketing investment. THE RISING ROLE OF PHYSICIAN LIAISONS 18 Juggling administrative duties and patient care can leave little time for physicians to build relationships with their referring peers. To overcome this challenge, some practices are recruiting savvy professionals to represent them in the community. SPECIAL CLINICAL SECTION: GASTROENTEROLOGY DEPARTMENTS IT'S ALL IN THE GUT 6 Tiny bacteria in the human gut may be the key to future therapies for much more than gastrointestinal disorders. ADVANCES IN GI TECH 8 Reducing the miss rate in endoscopic procedures, three gastrointestinal technologies are improving diagnosis and patient comfort. PROBLEM WITH THE GUT? GO WITH THE MIND A recent study suggests psycho-educational classes may be a valuable therapy for patients with irritable bowel syndrome. PHYSICIAN LIFE BALANCE 12 PRACTICE MANAGEMENT 20 THE LINK 21 TECHNOLOGY 22 9 10 SPECIAL CLINICAL SECTION: BARIATRICS OBESE IN THE EXAM ROOM: PATIENT PERCEPTION AND PHYSICIAN CHALLENGES 14 The American Medical Association's decision to classify obesity as a disease is sparking speculative conversations down hospital halls and through physician offices. The primary question: How will this new classification affect patient care? WEIGHT, WEIGHT … DON'T TELL ME 16 Getting patients on the path to healthy BMIs involves mastering the art of perception. OBSTRUCTIVE SLEEP APNEA AND TYPE 2 DIABETES — EXAMINING THE LINK The connection between obstructive sleep apnea and Type 2 diabetes may offer physicians new angles from which to approach disease management. 17 14