4 The ADA Practical Guide to dental Letters Branding Your Communications Every communication from your practice represents you. Therefore, each one should convey confidence and professionalism. It is important to customize your communications and suit them to your practice philosophy and personal style. Using a logo and a specific typeface communicates a consistent, professional image to patients and the general public. For example, your paper stationary should be professionally designed and printed. Emails, as well as any online profiles, should also carry you practice’s logo and name. When you send press releases to local newspapers or organizations, whether as hard copies or electronically, they should be sent on either your paper or digital stationary. A Caveat About Emails and Faxes The CAN-SPAM Act is a law which regulates rules for commercial email, sets conditions for commercial messages, gives recipients the right to opt out of receiving your emails, and explains penalties for violations. For more information on the CAN-SPAM Act, visit: www.business.ftc.gov/documents/bus61-can- spam-act-compliance-guide-business. Faxes also face restrictions established by the Junk Fax Prevention Act of 2005. If you wish to communicate with customers via fax: • You must have an established business relationship with the patient. • You must voluntarily provide your fax number or the number must be publicly available. • You must provide an opt-out number. For more information on the Junk Fax Prevention Act, visit: www.fcc.gov/guides/ fax-advertising. The requirements of the CAN-SPAM Act and the Junk Fax Prevention Act are not addressed in this book. Before sending email or faxes for commercial purposes, dental professionals are strongly urged to consult their legal counsel.