Patient acquisition is the most important aspect of owning and operating a program. However, patient acquisition is also fraught with regulatory landmines, and executives can pay the price for marketing missteps—deliberate or not. Providers are in many ways held accountable for the actions of the marketers they employ, and to some degree, the law does place a burden upon treatment programs to ensure that their internal and external marketing resources are not engaged in illegal behavior. The presenter will demonstrate to executives the challenges for patients who must be free to select a provider based upon quality and why that premise assumes that patients can readily differentiate between providers. In addition, the presenter will explore why patient acquisition itself is not a fair playing field and how executives must strategize for the future.