I find the yellow pages the best way to do my research on who to send my patients to...

1. The bigger the ads are, the more money they have to spend on advertising - something a good surgeon shouldn't have to do!
2. Name, speciality, phone number in simple or small bold letters - make it easier to find the surgeons that my patients/GPs recommend.

[The above is in jest if the humour isn't obvious...]

I do tend to be cautious with my recommendations. I always suggest 2 or 3 in the "body part area" then ask the patient to ask their GP who they should go to see out of those i suggested. If I know their GP will send them somewhere I don't like, I do tend to be a bit more firmer with my recommendations...