You have to walk a fine line here. Genuine respect, caring, and a hefty interest in what they are all about is critical. You must create it, detail by detail. Years ago, Dr. Roger Levin gave us a terrific definition of marketing. Marketing is not a great business card, or a warm fuzzy note, or cosmetic albums adorning the reception end tables, nor is it the things we say every time we answer the phone, or the routine use of Caesy to help educate the patients.
Marketing is forty simultaneous, consistent, positive messages.
Perception is reality. In order to create their reality, we must painstakingly orchestrate a symphony of perception. Every little detail counts, every one. Now that's easy. Even before the first phone call.