This is, of course, predicated on the assumptions that you've located your practice in an area that isn't already glutted with primary care physicians, and that there isn't anything that's an obvious turn-off about either you or your practice (e.g., building, location, practice name, staff, etc.) If any of this is the case, corrective action on your part will likely be necessary. If you're not ABMS board certified, you'll be at a disadvantage, as many payers and patients expect that in this day and age.
For the most part, advertising in mass media is a waste of money. More often than not, you will will end up paying a large amount for a very small return. This is particularly true with TV. Consider also that doctors, aside from those providing cosmetic services, rarely advertise. Your ads might stand out in a negative way (e.g., "Why is this doctor advertising...? He must be desperate.")
Local or neighborhood business magazines or newsletters can be worthwhile, however, as they tend to target an audience that's close to your practice, and are usually comparatively inexpensive to advertise in. You could also consider targeted mailings or mailbox-stuffers in neighborhoods near your practice.
The best way to get patients is by word of mouth. You need to get your name out there. I wouldn't expect much in the way of referrals from specialists, but you should consider joining the local medical society (if there is one) in order to meet people and get yourself known. It also helps to get to know the people you'll be referring patients to.
Have professionally-produced business cards and brochures available to give out which describe you and your practice. Have some pens made up with your office name, address, and phone number, as well. Try to get these items into circulation.
Consider offering a public flu vaccination clinic this time of year. You can also offer free health screenings (e.g., blood pressure, glucose, etc.) at community health fairs or other appropriate venues.
Consider writing some health-related articles for the local newspaper.
Give talks at your local schools, hospitals, assisted living centers, nursing homes, etc.
Get out and meet people. Join a church. Join a community service organization (e.g, Rotary, Ruritans, etc.). If you have kids, go to their sporting events and school functions. Meet other parents.
Make sure your existing patients know you're accepting new patients. Ask them to tell their friends and family members.
Consider providing a service that other doctors in your area are not providing (e.g, house calls).
Be available. Make sure your practice is open every weekday, and if possible, offer some weekend and evening hours. You might pick up some patients from other practices with more limited hours.
Get on as many insurance panels as possible. Once you've built your practice up, you can drop some of the poorer payers, should you so desire. When you're starting out, anything pays better than an open appointment slot.
Unless you're in a truly underserved area, building a practice from scratch takes time. Hopefully, your business plan took that into account (you have a business plan, right?)
Good luck.
