You are a marketing consultant and have been called into the office of the president of a medical group. The group is in a highly competitive market and the competition has been advertising heavily on billboards, and now online. The president asks "how much should we spend? Five percent of revenues? 10%? I need a plan. The partners are meeting tomorrow afternoon, and we're already in our budget cycle. Come to the meeting tomorrow and tell us what we should do.

What is your plan? What should we do?