As the effectiveness of traditional advertising (such as mailers and newspaper advertisements) declines, audiologists must look to the alternative sources to attract new patients to their practices. Too many audiology practices do not take advantage of their largest asset, their database of current hearing aid wearers. With the costs of attracting new patients on the rise, maintaining relationships with current patients is more important than ever. Online marketing is an area of uncharted territory for many audiology practices. Understanding the nuances of search engine optimization, pay-per-click advertising and social media is critical to the success of any practice. Most practices obtain the majority of their new patients through referrals from physicians or word-of-mouth. With the constant pressure from competition, it is necessary to nurture and build these important referral sources. This session will examine current trends in marketing and practice development and provide attendees with practical tips to improve their businesses.