Custom publications blend editorial content with a tasteful smattering of advertising. Marketing expert Stan Joseph offers the following advice for creating yours:

• Select articles on the basis of their importance to your target audience � patients, prospects, referring physicians or managed care organizations � and how well they reinforce your practice's role as a valued source of information, products and services. Your publication should tell readers what they want (or need) to know, such as information about first aid or new technology. Readers should actually look forward to your publications.
• Keep the articles and advertising independent of each other, to maintain the credibility of your editorial content.
• Partner with a reputable, experienced publications firm with the resources and infrastructure to tackle your custom publication in-house. (Bringing in freelance writers, researchers and designers will raise the price.) It's also a good idea to visit the firm to ensure that you're not partnering with some guy working out of his basement.
• Remember that relationship marketing is an ongoing process, and that it will require your staff's participation.