Problems motivate physicians. Products don't," says Henry Slotnick, PhD, PhD, professor of neuroscience, University of North Dakota. "If you say to a doctor, 'Let me tell you about our wonderful product,' the doctor says, 'Today I am supposed to get root canal work done; I hope you'll excuse me.' On the other hand, if you say, 'Tell me about a problem you're facing,' the doctor is happy to do it." As doctors become busier and busier, grabbing their attention gets more difficult. But by ...

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