This article discusses the need for psychologists to think in terms of promoting themselves, as service providers, and their techniques, as health benefits. Particular reference is drawn to current programs within the Veterans Hospital system.Only recently has the concept of "marketing" entered the lexicon of practicing psychologists (Anschuetz, 1979;Hochhauser, 1984;Tucker, 1981). Much like those in other professions, psychologists have been socialized into a professional role wherein we have made the availability of our services discreetly known and then waited to welcome referrals sent to us. For the past 40 years we have come to expect that our good works will gradually become known to our referral sources who, like our satisfied clients, will sing our praises, return for further services, and recommend others to us. Thus have individual private practices and multistaffed institutional programs grown and prospered. Consequently, when confronted with the challenge of either actively marketing one's services or suffering the consequences, professional psychologists have been assailed with an admixture of anxious feelings: part fear, part denial, part anticipation, and part embarrassment. The latter feeling is traceable to an old conditioned response that, despite economic necessity, to actively promote one's professional attributes and accomplishments not only was unseemly but also might be considered downright unethical. Over the past five years more and more psychologists have come to recognize that grudgingly, indeed, times are