To build and maintain a strong emotional relationship with patients, many practices create printed materials — from newsletters and bill-stuffers to full-fledged magazines and books — that are exclusive to their practices. Marketing expert Stan Joseph points out that this offers your practice the following business benefits:

• the opportunity to position your practice as special
• the ability to maintain an active dialogue with your target audiences through regular contact.
• a way of introducing services to patients
• insurance against a crisis (if something goes wrong, such as an accidental patient injury, you'll weather the crisis more successfully if you've planted the seeds of goodwill through your relationship marketing).

Two additional benefits to keep in mind:

• The average consumer is exposed to more than 3,000 marketing messages each day. Custom publications are a unique, adaptable and highly-targeted alternative.
• If you include a feedback loop such as a business reply card or toll-free number, custom publications can help you pinpoint problems — before they get out of hand.