It’s a no win game to outspend the competition. In health care, you have another option — out teach. You can’t “sell” health care anyway. But you can build a relationship with consumers or physicians or nurses or health care administrators by sharing your inside knowledge on a given topic. So educate cardiologists on the latest technology and where you think it’s trending, help consumers know what to look for when evaluating optional surgery, share resources with physicians to compare drug formularies — give them something useful and you will build preference and establish yourself as a leader. I just finished “Rework” by Jason Fried & David Heinemeir Hansson and was reminded of this idea as well as some other simple business truths.