The Laser Spine Institute, a Tampa, Fla.-based endoscopic spine ambulatory surgery center with locations in seven cities, has a sophisticated approach to getting out the word about its treatments for back and neck pain. The institute’s website features videos of its physicians talking about the minimally invasive procedures and includes links to their frequent appearances in news media and the institute’s active social media accounts.

Now the institute, like many other health care organizations, is expanding its marketing beyond the public and aiming at physicians in the community who might send them new patients. To help in the effort, the 25-doctor group is looking to hire four new representatives — called physician liaisons or physician relations associates — who have at least five years’ experience as drug or device-company detailers. The new hires will visit doctors in their offices and discuss how the institute’s services could benefit their patients.

My latest. Read the whole shebang.