So what should you do? I like to start by working with practices to develop a "fact sheet" of sorts that can be used as the basis for the story you tell on your website, in your marketing materials, and via the mouths of your myriad employees. Your staff are walking, talking billboards for you and your medical practice. Create a story that comes to life for them and use it to define a positive culture. As a practice grows, it is important that every new employee be given locations, physician bios, internal contacts, external vendor lists, and a list of frequently asked questions, along with the expectation to memorize it. For certain staff, having scripts to follow and practice with is key. It is also important that managers set an example of knowledge-sharing and ownership of patient questions until they are fully resolved.