Planning and executing a successful media campaign or project requires knowledge and expert execution of specific techniques and skills, including understanding of the requirements for proper media research and competitive intelligence, effective planning of media schedules, negotiation of best rates with media companies, monitoring the campaign, accurately tracking and evaluating results, and making smart adjustments based on tracking data to maximize the profitability and success of the enterprise. Some of the most important knowledge and techniques are not generally known by most advertisers, particularly small businesses like health care practices. This article reveals these tips that are the most effective and includes information on the use of experts and other professional resources that help increase the likelihood of a successful outcome for a well-planned and executed media campaign.