Expanding outreach efforts to referring physicians is critical to hospitals. The University of Chicago Medicine Department of Surgery wanted to reach regional physicians to let them know about the extraordinary depth of surgical services available at this world-class academic medical center. Words&Pictures worked with the surgeon in charge of marketing and his team to create a series of newsletters for the various sections (urology, neurosurgery, plastic surgery and more) of the department. We interview physicians and patients for the stories, draft content, design and lay out each issue, and oversee printing and mailing. This vehicle has increased referrals and led to more of the department’s surgeons becoming involved in other outreach efforts, such as continuing education seminars for physicians as well as consumer-focused seminars.