When planning marketing campaigns aimed at current and potential patients, it's important to strike a balance. You need patients to see you as knowledgeable, but you also need the ability to put important medical information in layman's terms. Essentially, your potential patients should see your practice as competent and highly skilled, but they must be able to comprehend your expertise. If possible, run potential ads by focus groups of people who are not healthcare professionals to make sure they can fully digest any scientific information, study results, etc. that you've included in your ad.