May 14, 2025 • 19 mins
Aleisia Gibson Wright, founder of GW Health Public Relations, joins Regan Robertson for a candid conversation on how AI and storytelling are reshaping the future of healthcare. Together, they explore what it takes to build technology that doesn’t leave humanity behind—and share insights from the industry's most influential marketing event, POSSIBLE 2025 in Miami.
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Episode Transcript
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(00:00):
The Productive Dentist AcademyPodcast Network.
Welcome to the Everyday PracticesDental podcast.
I'm Reagan Robertsonand my co-host Doctor Chad Johnson.
Doctor Maggie
Gustin and I are on a missionto share the stories of everyday dentists
who generate extraordinary results
using practical, proven methodsyou can take into your own dental practice
(00:22):
if you are ready to reclaim your time,so you can focus on great patient care
without sacrificing yourselfalong the way.
Buckle up and listen in.
the key takeaway isstorytelling is critical
because while there isartificial intelligence,
the impact of that artificialityis real impact.
So we need to make sure that we have real
(00:45):
peopletelling the story to connect all of it.
It is criticaland it's not going to go away.
It's not going to go away. It can't.
Welcome to another episodeof Everyday Practices Devon podcast.
I am your host, Raegan Robertson.
Coming to you live sans Chad Sans McGee
because I am at the possibleevent in Miami.
(01:08):
This is where the world's largestand I do mean the world's
largest chief marketingofficers and innovators gather.
There are 5200 people here.
It's like South by Southwestfor marketing nerds.
And one of the great things
about attending eventslike this is just like you, doctor,
the ability to networkand meet like minded peers that you just
(01:28):
they get you excited, they get youjazzed up again, and they inspire you.
And I'm bringing on a guestlive from Miami, Alicia Gibson.
Right as she is a woman and entrepreneurthat I met during a table talk.
And we both connected immediately,discussing media and patient communication
and being authenticand what it means in today's
(01:50):
world as it's rapidly changing with AIand everything else going on.
Alicia, welcome to our podcast.Oh my gosh, Reagan.
It was first of all, it was so much funsitting next to you as or sitting across
from you on that table talk.
You know, I think the discussion hereis just been so fruitful
in terms of all the things,the possibilities
(02:10):
for AI and what that means,even for a patient care.
I mean, a lot of thisconversation is about consumers.
But we got to remember,patients are consumers,
you know, and the way we're operatingnow, patients are functioning
as, you know, that they expect more.
And because they're paid moreand they expect more.
(02:31):
And the consumerpatient convergence has happened,
and I think will be the reasonwhy it will continue.
I could I agree wholeheartedlyin some of these speakers
that we've heard, I heard the CMO of visaget up with the Institute for futures.
Dillon somebody and they were talkingabout how virtual assistants and,
(02:54):
and I will just become part of our livestogether.
Take our listeners back a little bit.
And your organization is GW healthPublic Relations.
Let like introduce yourself
and give everybodya little bit of a history about yourself
and then why you're so passionateabout, communications and PR in general.
Yeah, absolutely.
So I have been in PR for 25 years.
(03:16):
I've worked at most of the big agencies,
in PR and, and advertising,but always in a PR capacity.
And I've always worked in health care.
At least that's been my passion.
It will always be my passion.
I will never pedal shoes. I never will.
So what fueled me to step out on my ownabout seven months ago
(03:38):
was the fact that even being at the helmof some of these large,
products of pharmaceutical productsbeing launched,
it it just was just me as a black womanaround the table for the most part.
And when you have like unlimited,
when you have a limit,a limited amount of influence
(04:00):
or not, a depth or breadth of influencefor all people, that's a problem.
It's a problem.
Especially in something as personaland specific as health care,
in how we all engage in health care,how we communicate about health care,
what our you know, what our history iswhen it comes to health care.
(04:21):
So I stepped out on my own to try to doit better.
And that really is to connect cultureand health.
What that means being specific
to how people will receive information
so that that's why I'm hereand that's that's my purpose.
There is.
You were at the perfect time in history,I think, for this to happen.
(04:43):
And something that I say often is peoplewant to be seen, they want to be heard,
and they want to be understoodmore than anything else.
And it shocks me how many timeswe overlook large like as a collective.
And you think of large organizationsin particular, overlook certain segments.
And if doctor McGee were here rightnow, she'd be falling over with excitement
(05:03):
because she's particularly excited alsoabout making sure that people are seen
and people are hurt.
And and what you andI were connecting on yesterday was,
consumers have money,even if they are in an,
you know, in a demographic that wouldn'tbe wildly recognized typically.
And they still have needs.
And now we are seeing this not oneto many way of marketing out to people,
(05:25):
but many to many and personalizingthat message for them.
So talk to me about, your endeavorsand specifically how you're interested
in personalizing that experienceso that people that you want to serve
are educated about oral systemic care, areeducated about what's available to them.
And, and they can onboard it and hear itin their language and be ready to,
(05:49):
you know, take that next step.
So I'll I'll startwith you had me at oral care
because oral care is, I
think, something that's been so overlookedin certain populations.
Right.
We know that black and Hispanicstend to overindex
in cavities in periodontal diseaseand the whole spectrum.
(06:10):
And a large part of that is becauseof access limitations and access.
I mean, and when we talk about access,we can't forget, like
the rural communities that are, you know,left with, I think there was a stat, it's
like 25 dentists for every 100,000 peoplein certain in certain states.
(06:31):
That's not tenable.
Of course,people are going to be left out.
And what we know about oralcare is a healthy mouth
or an unhealthy mouth equalsa healthy or unhealthy body.
And all of the sort of, diseases
that we so that are so prevalent
diabetes, heart. Yes.
(06:52):
Heart care or cardiology,all of those things are all interconnected
with our oral care.
And nope, people don't realize this.
I think there was a studymaybe like a decade ago
that showed that there was a correlationbetween oral health.
Yes. And cardiovascular.
Absolutely.
Through your carotid artery sucker andgenetics and all the other risk factors.
(07:16):
Shout out Doctor Bradley Baleand Amy Dineen.
Yeah, all of all of all of thosereally important things.
And what I know, just having workedin health care for so long,
it's amazingthat you learn all of this stuff.
What I learned was that some,
some, nationalities, black peoplein particular, have more grooves
(07:39):
in their teeth, in their molars,which predisposes them for cavities.
I didn't know that in that list. City.
Yeah, I know it,because I am a black mother.
Right.
You had a one year old as soon as thattooth, her first two came up.
Like we're in the dentist.
Like that thing is getting treated.
So. So the tooth came up, the molars came,and they had she cavities.
(08:02):
So there are more groovesin black people's teeth
than other nationalities, So, yeah,
apparently,according to my my children's orthodontist
or their dentist is this isthis is common.
This is how our teeth are different.
And you have to think like there werestructural differences between the races.
(08:25):
And that's why you can't overlook. Yeah.
Or you can't broad brush,you know, treatments.
Yeah.
Just because the person is a human,there is some specificity
that needs to happeneven in, in dentistry, in oral care.
So tell me what whatyour impression of this event has been,
because I want to go into thehow of how you help your clients
(08:48):
and how you help the message get out,especially right now, the education,
because this education piece, especiallyin rural areas we know is important.
But you and I are both hereto stay on the cutting edge
and to figure outwhat's coming down the pike.
This totally reminds me of Southby Southwest 20 2012 area.
A lot of people are sayingthe eye is like,
like the internet, only more,or like electricity.
(09:09):
Like it's that big of an adventure.
So what have you.
What are your big like three takeawaysso far this year?
Okay, so this was my big
takeaways are the fact to your pointI is not going anywhere.
You either get on boardor you get left on the platform.
I can't be left on the platformbecause working in a field
(09:34):
like communications, it'syou have to be relevant.
You have to stay up onwhat is happening in your industry.
And I think there are huge changesthat we are just on the precipice of,
like it's about to happen,I think will help us in the long run,
but I think there are so many blindspots in AI that we've got to
(09:56):
as fast as it's moving, we've got to beable to correct it just as quickly.
So we need AI to help AI
because, you know,in working in health care, like one of the
the big issues is that there are so manymedical inaccuracies in medical texts.
It is this you would be shockedhow many characters you say medical text.
(10:19):
You mean like text books,text messages, text.
What a text check.
All of D all of the above? Yes.
So doctors are learning erroneous things.
I mean, they're they're bloggers now.
They're sort of brought a lot of this to,to bear just on even how we are
assessing humans and assessingpeople of color.
(10:40):
It's not based on fact.
It's a based on a guy from the 1800s
who came up with a theory.
And, you know, however it is, itmade it into medical tests and it's still
it's still affecting people of color.
And that's whywe have so many health disparities,
because we're not being treatedthe right way or, certain scandals
(11:03):
that we have, likekidney disease, for example, are erroneous
in their assessments.
So, I mean, I'm not a nephrologist,
but there are thingsand anybody can go on the internet
and just find that these peopleare talking about these things now.
So, you know, I think there's a lot,a lot of really great things.
(11:24):
In AI,
I mean, it's going to help with triagingpatients when they come into the E.R..
Mental health will be significantly
improved,I think potentially by some of the
the new new technologieslike artificial intelligence.
I think there are a lotof really great things.
(11:45):
We just have to make sure we arecorrecting as quickly as we are moving.
You know, we've we've got to stay.
We've got to keep these things parallel.
My, my big takeaway from this,which brings me so much
hope and inspiration and joy, isI definitely think of AI as a tool.
And I came up in the generationwhere I saw the hand-drawn artist
(12:06):
go over into Photoshop, and I saw the fearand panic at that point in time.
And, and I was just excited and motivatedby it because I found it to be a way
that it's it's how we could elevateour work instead of replace our work.
And we found that, artists are still prolific and beautiful
and gorgeous, and hand illustration isstill, still has a place in this world.
(12:27):
So I think of AI in the same way,from a marketing lens.
My big number one takeaway is humanconnection is will always be at a level.
And yes, the buzz word authenticity.
I have heard that probably every workshopI've been at so far.
So truth, authenticity, Gen Z values,reality and truth,
predominantlyso they can see through a scripted brand.
(12:51):
Yeah, any day of the week.
So throw away your scripts.
Throw away what you're supposed to think.
I believe that it's going to be a lotmore difficult to be truly authentic,
for a lot of brands,than they might think,
because it does mean being vulnerable,being transparent and being real.
Bobbi Brown from theshe did the big O honest that sold.
She was so upset of all the speakerslike I saw Martha Stewart on stage.
(13:14):
I saw, Gary Vaynerchuk on stage.
And when she came up, she to mewas one of the first speakers
that demonstrated being authentic.She showed up in jeans.
She had her very minimalist makeup.
She had, like a t shirtwith her little cardigan over it.
And she said,you know, when I feel comfortable
and more confident, which we always
we always say that when you'rewhen you're comfortable, you're confident.
(13:36):
But she explained her her take on
how she brought that to lifeand a lot of it was squashing down fear.
And so I'm taking away
from this conferencestorytelling will be absolutely paramount.
I can support us in it and the brandsthat are intentional with I and you.
And I know how many areasI can show up in a patient's journey.
(13:58):
And if it shows up bad,then trust is broken.
So for example, anI bought called me from an imaging center
and to go get some imaging donethey called me on the phone
and I was like, oh goodness.
Oh hi, I'm talking to an I boughtand they said,
we're going to scheduleyour appointment for you.
We need to connect you with someone.
They connected me to voicemail.
Oh see. And I was immediately put off.
(14:19):
And so if you think about thoselittle micro moments of trust
where trust is builtwith a brand and broken, it was broken.
And that'sbecause we're in the Wild West era.
I think of AI, it's messy.
Or if you see a little baby chickthat's really cute,
and then a hen that's really pretty.
But that middle phase, it'sa very ugly chicken.
Yeah. Where?
Yeah. Where the feathers are kind of grayand brown.
(14:40):
Yeah. Yes. We got it. Yeah.
And I, I think, I think,
I think I know personallyI put my eggs in the right basket.
I mean, I really have focused
on the last five yearson developing my storytelling ability.
And then for, Predictive Dentist Academyand all, we've always valued
great storytelling.
And so I think I will just be
a supplemental tool that we can use,but it's going to be applied in every way.
(15:03):
And and you guys listening,I want you to prepare yourself.
It's not just storytelling to humans.
It's going to behow to get our own AI agents.
And if you don't know what an AI agentis, Google it and or ask ChatGPT or ask
your AI agent to talk to another AI agent,because that's where the world is going.
So how we interact and how we sculptthose relationships is going to be major.
(15:26):
I think in the next ten years,I, I couldn't agree more.
And to your point, the key takeaway isstorytelling is critical
because while there isartificial intelligence,
the impact of that artificialityis real impact.
So we need to make sure that we have real
peopletelling the story to connect all of it.
(15:48):
It is criticaland it's not going to go away.
It's not going to go away. It can't.
I agree, I love, you know,everybody listening.
I love to give really big actionabletakeaways.
So okay, here's what I have learnedthat you can put into practice right now.
So go look at your social media.
If you are doing like kind of cannedposts, for example, or a post on a blog,
and it's just got like,maybe you're even using AI yourself
(16:10):
to like generate post contentand you're not seeing a lot of engagement.
Gary banner trucks.
Number one takeaway was organic contentthat is relevant
relevant, relevantthat wins the day over viral.
So don't boost posts that arejust out there for being out there sake.
Be organic in your post. Be relevant.
And that iswhat is going to get you the views.
(16:31):
That's my my number onelike big takeaway from today.
Something you can put into practiceduring.
Did you learn anything I did okay.
Yeah I learned to.
What you're sayingis don't don't buy your reach.
Earn it. Yes. Right there in your reach.
And you can only do that when people feelthat you are telling a story
or engaging them in a wayin which everything about them says that
(16:54):
they should be engaged with and you,you only know that by doing homework.
Do your homework.
Find out who your audience is.
Get to know your audience.
You need data before you even attemptto try something creative.
And I'm I'm with Gary.
I think if you need to really prove it,put your creative,
(17:15):
for example, on social and see what it is,see what the engagement is.
Don't boost it, don't push it, let it,let it do it.
That it do what it do.
So you can build a community that way.
And I've had that community building, at this event
to about finding, finding thatgroup of people that resonates with you
and and it can be seductiveto want to get quantity of patients.
(17:40):
And a lot of the practices that I workwith, they're really discerning.
They are willing to be brave and say,you know, these are
the services that I'm really good atand I'm really passionate about.
And, and there are some doctorsthat are particularly passionate
about airway, for example.
And so when you are able to niche niche,there's your shout out to niche.
Your niche,into what you're most passionate about.
You tend to find the peoplethat you're supposed to find.
(18:02):
And I think with the organic content,like you said, you know, earn it.
That really helps you figure that out.
Who who is your audienceand what did they resonate with the most?
Absolutely.
Well, thank you, Alicia, for this film.
Josh, I'mso glad that we sat at that table
and we talked,and this is so much fun for me too.
If people want to find you and know more,about GW
(18:24):
health, Public Relations, where do they goand how do they connect with you?
You can look look me up on on LinkedInor my website.
My name is Alicia and that ally ACA,
not to be confused with Alicia.
Gibson. Gibson. Right.
WRI GT.
I'm on LinkedIn.
(18:44):
And that can connectyou to GW health pr.com.
Thank you very much.
What a pleasure.
Thank you for listening to another episodeof Everyday Practices podcast.
It would mean the world if you can helpspread the word by sharing this episode
with a fellow dentist and leave usa review on iTunes or Spotify.
Do you have an extraordinary storyyou'd like to share, or feedback
(19:08):
on how we can make this podcasteven more awesome?
Drop us an email at podcast app.
Productive dennis.com.
And don't forget to check outour other podcasts from Productive
Dennis Academyat Productive dentist.com/podcasts.
See you next week.
The Productive Dentist AcademyPodcast Network.
Welcome to the Everyday PracticesDental podcast.
I'm Reagan Robertsonand my co-host Doctor Chad Johnson.
Doctor Maggie
Gustin and I are on a missionto share the stories of everyday dentists
who generate extraordinary results
using practical, proven methodsyou can take into your own dental practice
(00:22):
if you are ready to reclaim your time,so you can focus on great patient care
without sacrificing yourselfalong the way.
Buckle up and listen in.
the key takeaway isstorytelling is critical
because while there isartificial intelligence,
the impact of that artificialityis real impact.
So we need to make sure that we have real
(00:45):
peopletelling the story to connect all of it.
It is criticaland it's not going to go away.
It's not going to go away. It can't.
Welcome to another episodeof Everyday Practices Devon podcast.
I am your host, Raegan Robertson.
Coming to you live sans Chad Sans McGee
because I am at the possibleevent in Miami.
(01:08):
This is where the world's largestand I do mean the world's
largest chief marketingofficers and innovators gather.
There are 5200 people here.
It's like South by Southwestfor marketing nerds.
And one of the great things
about attending eventslike this is just like you, doctor,
the ability to networkand meet like minded peers that you just
(01:28):
they get you excited, they get youjazzed up again, and they inspire you.
And I'm bringing on a guestlive from Miami, Alicia Gibson.
Right as she is a woman and entrepreneurthat I met during a table talk.
And we both connected immediately,discussing media and patient communication
and being authenticand what it means in today's
(01:50):
world as it's rapidly changing with AIand everything else going on.
Alicia, welcome to our podcast.Oh my gosh, Reagan.
It was first of all, it was so much funsitting next to you as or sitting across
from you on that table talk.
You know, I think the discussion hereis just been so fruitful
in terms of all the things,the possibilities
(02:10):
for AI and what that means,even for a patient care.
I mean, a lot of thisconversation is about consumers.
But we got to remember,patients are consumers,
you know, and the way we're operatingnow, patients are functioning
as, you know, that they expect more.
And because they're paid moreand they expect more.
(02:31):
And the consumerpatient convergence has happened,
and I think will be the reasonwhy it will continue.
I could I agree wholeheartedlyin some of these speakers
that we've heard, I heard the CMO of visaget up with the Institute for futures.
Dillon somebody and they were talkingabout how virtual assistants and,
(02:54):
and I will just become part of our livestogether.
Take our listeners back a little bit.
And your organization is GW healthPublic Relations.
Let like introduce yourself
and give everybodya little bit of a history about yourself
and then why you're so passionateabout, communications and PR in general.
Yeah, absolutely.
So I have been in PR for 25 years.
(03:16):
I've worked at most of the big agencies,
in PR and, and advertising,but always in a PR capacity.
And I've always worked in health care.
At least that's been my passion.
It will always be my passion.
I will never pedal shoes. I never will.
So what fueled me to step out on my ownabout seven months ago
(03:38):
was the fact that even being at the helmof some of these large,
products of pharmaceutical productsbeing launched,
it it just was just me as a black womanaround the table for the most part.
And when you have like unlimited,
when you have a limit,a limited amount of influence
(04:00):
or not, a depth or breadth of influencefor all people, that's a problem.
It's a problem.
Especially in something as personaland specific as health care,
in how we all engage in health care,how we communicate about health care,
what our you know, what our history iswhen it comes to health care.
(04:21):
So I stepped out on my own to try to doit better.
And that really is to connect cultureand health.
What that means being specific
to how people will receive information
so that that's why I'm hereand that's that's my purpose.
There is.
You were at the perfect time in history,I think, for this to happen.
(04:43):
And something that I say often is peoplewant to be seen, they want to be heard,
and they want to be understoodmore than anything else.
And it shocks me how many timeswe overlook large like as a collective.
And you think of large organizationsin particular, overlook certain segments.
And if doctor McGee were here rightnow, she'd be falling over with excitement
(05:03):
because she's particularly excited alsoabout making sure that people are seen
and people are hurt.
And and what you andI were connecting on yesterday was,
consumers have money,even if they are in an,
you know, in a demographic that wouldn'tbe wildly recognized typically.
And they still have needs.
And now we are seeing this not oneto many way of marketing out to people,
(05:25):
but many to many and personalizingthat message for them.
So talk to me about, your endeavorsand specifically how you're interested
in personalizing that experienceso that people that you want to serve
are educated about oral systemic care, areeducated about what's available to them.
And, and they can onboard it and hear itin their language and be ready to,
(05:49):
you know, take that next step.
So I'll I'll startwith you had me at oral care
because oral care is, I
think, something that's been so overlookedin certain populations.
Right.
We know that black and Hispanicstend to overindex
in cavities in periodontal diseaseand the whole spectrum.
(06:10):
And a large part of that is becauseof access limitations and access.
I mean, and when we talk about access,we can't forget, like
the rural communities that are, you know,left with, I think there was a stat, it's
like 25 dentists for every 100,000 peoplein certain in certain states.
(06:31):
That's not tenable.
Of course,people are going to be left out.
And what we know about oralcare is a healthy mouth
or an unhealthy mouth equalsa healthy or unhealthy body.
And all of the sort of, diseases
that we so that are so prevalent
diabetes, heart. Yes.
(06:52):
Heart care or cardiology,all of those things are all interconnected
with our oral care.
And nope, people don't realize this.
I think there was a studymaybe like a decade ago
that showed that there was a correlationbetween oral health.
Yes. And cardiovascular.
Absolutely.
Through your carotid artery sucker andgenetics and all the other risk factors.
(07:16):
Shout out Doctor Bradley Baleand Amy Dineen.
Yeah, all of all of all of thosereally important things.
And what I know, just having workedin health care for so long,
it's amazingthat you learn all of this stuff.
What I learned was that some,
some, nationalities, black peoplein particular, have more grooves
(07:39):
in their teeth, in their molars,which predisposes them for cavities.
I didn't know that in that list. City.
Yeah, I know it,because I am a black mother.
Right.
You had a one year old as soon as thattooth, her first two came up.
Like we're in the dentist.
Like that thing is getting treated.
So. So the tooth came up, the molars came,and they had she cavities.
(08:02):
So there are more groovesin black people's teeth
than other nationalities, So, yeah,
apparently,according to my my children's orthodontist
or their dentist is this isthis is common.
This is how our teeth are different.
And you have to think like there werestructural differences between the races.
(08:25):
And that's why you can't overlook. Yeah.
Or you can't broad brush,you know, treatments.
Yeah.
Just because the person is a human,there is some specificity
that needs to happeneven in, in dentistry, in oral care.
So tell me what whatyour impression of this event has been,
because I want to go into thehow of how you help your clients
(08:48):
and how you help the message get out,especially right now, the education,
because this education piece, especiallyin rural areas we know is important.
But you and I are both hereto stay on the cutting edge
and to figure outwhat's coming down the pike.
This totally reminds me of Southby Southwest 20 2012 area.
A lot of people are sayingthe eye is like,
like the internet, only more,or like electricity.
(09:09):
Like it's that big of an adventure.
So what have you.
What are your big like three takeawaysso far this year?
Okay, so this was my big
takeaways are the fact to your pointI is not going anywhere.
You either get on boardor you get left on the platform.
I can't be left on the platformbecause working in a field
(09:34):
like communications, it'syou have to be relevant.
You have to stay up onwhat is happening in your industry.
And I think there are huge changesthat we are just on the precipice of,
like it's about to happen,I think will help us in the long run,
but I think there are so many blindspots in AI that we've got to
(09:56):
as fast as it's moving, we've got to beable to correct it just as quickly.
So we need AI to help AI
because, you know,in working in health care, like one of the
the big issues is that there are so manymedical inaccuracies in medical texts.
It is this you would be shockedhow many characters you say medical text.
(10:19):
You mean like text books,text messages, text.
What a text check.
All of D all of the above? Yes.
So doctors are learning erroneous things.
I mean, they're they're bloggers now.
They're sort of brought a lot of this to,to bear just on even how we are
assessing humans and assessingpeople of color.
(10:40):
It's not based on fact.
It's a based on a guy from the 1800s
who came up with a theory.
And, you know, however it is, itmade it into medical tests and it's still
it's still affecting people of color.
And that's whywe have so many health disparities,
because we're not being treatedthe right way or, certain scandals
(11:03):
that we have, likekidney disease, for example, are erroneous
in their assessments.
So, I mean, I'm not a nephrologist,
but there are thingsand anybody can go on the internet
and just find that these peopleare talking about these things now.
So, you know, I think there's a lot,a lot of really great things.
(11:24):
In AI,
I mean, it's going to help with triagingpatients when they come into the E.R..
Mental health will be significantly
improved,I think potentially by some of the
the new new technologieslike artificial intelligence.
I think there are a lotof really great things.
(11:45):
We just have to make sure we arecorrecting as quickly as we are moving.
You know, we've we've got to stay.
We've got to keep these things parallel.
My, my big takeaway from this,which brings me so much
hope and inspiration and joy, isI definitely think of AI as a tool.
And I came up in the generationwhere I saw the hand-drawn artist
(12:06):
go over into Photoshop, and I saw the fearand panic at that point in time.
And, and I was just excited and motivatedby it because I found it to be a way
that it's it's how we could elevateour work instead of replace our work.
And we found that, artists are still prolific and beautiful
and gorgeous, and hand illustration isstill, still has a place in this world.
(12:27):
So I think of AI in the same way,from a marketing lens.
My big number one takeaway is humanconnection is will always be at a level.
And yes, the buzz word authenticity.
I have heard that probably every workshopI've been at so far.
So truth, authenticity, Gen Z values,reality and truth,
predominantlyso they can see through a scripted brand.
(12:51):
Yeah, any day of the week.
So throw away your scripts.
Throw away what you're supposed to think.
I believe that it's going to be a lotmore difficult to be truly authentic,
for a lot of brands,than they might think,
because it does mean being vulnerable,being transparent and being real.
Bobbi Brown from theshe did the big O honest that sold.
She was so upset of all the speakerslike I saw Martha Stewart on stage.
(13:14):
I saw, Gary Vaynerchuk on stage.
And when she came up, she to mewas one of the first speakers
that demonstrated being authentic.She showed up in jeans.
She had her very minimalist makeup.
She had, like a t shirtwith her little cardigan over it.
And she said,you know, when I feel comfortable
and more confident, which we always
we always say that when you'rewhen you're comfortable, you're confident.
(13:36):
But she explained her her take on
how she brought that to lifeand a lot of it was squashing down fear.
And so I'm taking away
from this conferencestorytelling will be absolutely paramount.
I can support us in it and the brandsthat are intentional with I and you.
And I know how many areasI can show up in a patient's journey.
(13:58):
And if it shows up bad,then trust is broken.
So for example, anI bought called me from an imaging center
and to go get some imaging donethey called me on the phone
and I was like, oh goodness.
Oh hi, I'm talking to an I boughtand they said,
we're going to scheduleyour appointment for you.
We need to connect you with someone.
They connected me to voicemail.
Oh see. And I was immediately put off.
(14:19):
And so if you think about thoselittle micro moments of trust
where trust is builtwith a brand and broken, it was broken.
And that'sbecause we're in the Wild West era.
I think of AI, it's messy.
Or if you see a little baby chickthat's really cute,
and then a hen that's really pretty.
But that middle phase, it'sa very ugly chicken.
Yeah. Where?
Yeah. Where the feathers are kind of grayand brown.
(14:40):
Yeah. Yes. We got it. Yeah.
And I, I think, I think,
I think I know personallyI put my eggs in the right basket.
I mean, I really have focused
on the last five yearson developing my storytelling ability.
And then for, Predictive Dentist Academyand all, we've always valued
great storytelling.
And so I think I will just be
a supplemental tool that we can use,but it's going to be applied in every way.
(15:03):
And and you guys listening,I want you to prepare yourself.
It's not just storytelling to humans.
It's going to behow to get our own AI agents.
And if you don't know what an AI agentis, Google it and or ask ChatGPT or ask
your AI agent to talk to another AI agent,because that's where the world is going.
So how we interact and how we sculptthose relationships is going to be major.
(15:26):
I think in the next ten years,I, I couldn't agree more.
And to your point, the key takeaway isstorytelling is critical
because while there isartificial intelligence,
the impact of that artificialityis real impact.
So we need to make sure that we have real
peopletelling the story to connect all of it.
(15:48):
It is criticaland it's not going to go away.
It's not going to go away. It can't.
I agree, I love, you know,everybody listening.
I love to give really big actionabletakeaways.
So okay, here's what I have learnedthat you can put into practice right now.
So go look at your social media.
If you are doing like kind of cannedposts, for example, or a post on a blog,
and it's just got like,maybe you're even using AI yourself
(16:10):
to like generate post contentand you're not seeing a lot of engagement.
Gary banner trucks.
Number one takeaway was organic contentthat is relevant
relevant, relevantthat wins the day over viral.
So don't boost posts that arejust out there for being out there sake.
Be organic in your post. Be relevant.
And that iswhat is going to get you the views.
(16:31):
That's my my number onelike big takeaway from today.
Something you can put into practiceduring.
Did you learn anything I did okay.
Yeah I learned to.
What you're sayingis don't don't buy your reach.
Earn it. Yes. Right there in your reach.
And you can only do that when people feelthat you are telling a story
or engaging them in a wayin which everything about them says that
(16:54):
they should be engaged with and you,you only know that by doing homework.
Do your homework.
Find out who your audience is.
Get to know your audience.
You need data before you even attemptto try something creative.
And I'm I'm with Gary.
I think if you need to really prove it,put your creative,
(17:15):
for example, on social and see what it is,see what the engagement is.
Don't boost it, don't push it, let it,let it do it.
That it do what it do.
So you can build a community that way.
And I've had that community building, at this event
to about finding, finding thatgroup of people that resonates with you
and and it can be seductiveto want to get quantity of patients.
(17:40):
And a lot of the practices that I workwith, they're really discerning.
They are willing to be brave and say,you know, these are
the services that I'm really good atand I'm really passionate about.
And, and there are some doctorsthat are particularly passionate
about airway, for example.
And so when you are able to niche niche,there's your shout out to niche.
Your niche,into what you're most passionate about.
You tend to find the peoplethat you're supposed to find.
(18:02):
And I think with the organic content,like you said, you know, earn it.
That really helps you figure that out.
Who who is your audienceand what did they resonate with the most?
Absolutely.
Well, thank you, Alicia, for this film.
Josh, I'mso glad that we sat at that table
and we talked,and this is so much fun for me too.
If people want to find you and know more,about GW
(18:24):
health, Public Relations, where do they goand how do they connect with you?
You can look look me up on on LinkedInor my website.
My name is Alicia and that ally ACA,
not to be confused with Alicia.
Gibson. Gibson. Right.
WRI GT.
I'm on LinkedIn.
(18:44):
And that can connectyou to GW health pr.com.
Thank you very much.
What a pleasure.
Thank you for listening to another episodeof Everyday Practices podcast.
It would mean the world if you can helpspread the word by sharing this episode
with a fellow dentist and leave usa review on iTunes or Spotify.
Do you have an extraordinary storyyou'd like to share, or feedback
(19:08):
on how we can make this podcasteven more awesome?
Drop us an email at podcast app.
Productive dennis.com.
And don't forget to check outour other podcasts from Productive
Dennis Academyat Productive dentist.com/podcasts.
See you next week.
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