Q: In the area that I'm living and looking to set up a practice, I happen to be within a close proximity to what I would consider an upper middle/upper class area and a middle/lower middle class area. I've spoken with a few DC's concerning demographics and have had varying advice concerning location. The area where I practice now is middle/ lower middle class and I enjoy educating the people. Also, with the dwindling case of the insurance environment, and more practices switching to cash practice/prepay, I'm interested in knowing if this should have an effect on the neighborhood I choose. In the past year, I've seen patients with very little prepay for care, and patients who appear to have a lot, complain about a $10 copay. What's your take? The area where I practice is quite a distance from where I want to set up, so this would be start up completely from scratch (not my home area.) I've read about doing a door to door surveys. I usually do not have a problem with stepping out of my comfort zone, but this is a difficult step to endure. I know by the law of numbers that it would work, but I am having a difficult time getting out of my own way A: Thanks for your e-mail. Demographics is huge in terms of success. Major corporations pay big money to determine best place to open a business. You already have experince with this and the prepay concept. If someone has the ability to pay .. whether they hem and haw about it .. they have the means to pay for services. The game at this point is value and education. Therefore .. choosing an area where the money is less an issue would be best in terms of monetary success. People with less cash often value anything offered .. this may assist with volume but offer less in terms of money in your pocket .. in this case volume will be the key to monetary success. So .. my answer would be to choose an area you ewish to work in. Traveling a distance to get there is no problem as long as it is reasonable. Surveying the area prior to opening and thereafter is a bonus if you can do it .. as it assures your exposure in the area and helps with immediate recognition. If you practice in or close to Atlanta .. I recommend you attend a Fernandez Seminar .. he has a Practice Starters program which guides you exactly with the questions you have .. demograpohics and surveys. If you care to attend as my guest .. call them at 1-800-882-4476 and let them know you are attending as my guest. The next seminar is this weekend and after this in August.