Train your professional relations coordinator (PRC). PRCs, like any staff position, need ongoing skill set enhancement. In many cases, they need it more than other team members. The marketing world changes very quickly and the marketing strategies you’re using today may not continue to be successful. If the PRC does not have access to new ideas and innovative approaches and understand how to market in all five focus areas (patients, parents, referring doctors, social media, and the community) then they will fall behind in their ability to carry out their job and create a marketing return on investment.