It is very common this time of year to send our email reminders to patients that as the year approaches the end they might want to utilize their remaining dental insurance benefits. I recently talked to a friend that received one of these emails. The conversation had me thinking about the power of personalizing our communication with patients. This may mean addressing them by name, but also making sure that the communication is actually relevant to them. We can run the risk of unraveling our own efforts at building relationships if our digital communications don't reflect that commitment.