Contents -- Acknowledgments -- Introduction -- The New Competitive Model -- The Retail Customer -- The Role of Primary Care Physicians and Other Providers -- The Role of Specialists -- The Role of the Hospital -- The Role of Hospital-Based Physicians -- Developing and Implementing a Retail Strategy -- Living or Dying by Referrals -- Other Significant Influences on the Demand Chain -- Creating a Culture of Accountability -- A Sustainable Competitive Advantage -- Retail Readiness Evaluation -- Pro Forma for a Cold-Start Practice -- Example of a Possible Organization Paper (POP) -- About the Author.