Many doctors not only think they don't have to market themselves; they think it's somehow inappropriate for the profession. But as Patrick Buckley, president and CEO of PB Healthcare Business Solutions in Wisconsin, and author of Physician Entrepreneurs, says, that's just not the case: “The market is changing. All of a sudden you're going to get up in the morning and say, ‘A third of my patients are going to Walgreens. How did this happen?'”