Other than the break-in period, you have to bed the pads to the rotors, especially if you are installing new pads on old rotors. Bedding the pads matches the two surfaces better and coats the rotor with a slight film of material. It reduces vibrations and noise in the long run, and you really aren't braking to the full potential without doing it.
There are many write-ups on proper bedding procedure, and each one is slightly different. This is the method I use to bed in every set of brakes I have installed over the past 15 years, which probably averages out to at least 6-7 per month (I haven't done that many in the past few years or the average would be much more):
Step 1:
Decelerate from 35mph to 5mph - using moderate brake presure (50-60%)
Do not come to a complete stop and do not drag the brakes after reaching 5mph. Gently re-accelerate to 35mph.
Repeat this process 4 times.
Step 2:
Decelerate from 45mph to 0mph - using more brake pressure (80%)
Do not lock the brakes. Do not STAY stopped with your foot on the brake pedal - allow the car to roll slightly. Gently re-accelerate to 45mph.
Repeat this process 3 times.
Step 3:
Drive a short distance - allowing the brakes to cool.
Park the vehicle, and allow the brake system to fully cool to ambient (outside) temperatures (15-30 minutes). While stopped, do not apply the parking brake or keep your foot on the brake pedal for extended periods of time.
This procedure is very mild compared to what I use for race pads, where I drag the brakes for about 1/2 mile to create high temps.