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How an Invisalign Clear Aligner Delivery Appointment Mishap and a Whole Foods Meat Market Mishap create poor patient and customer experiences. Can a single miscommunication cost you a loyal patient? Uncover the secrets to creating exceptional patient experiences that not only retain existing patients but also turn them into superfans. We share compelling real-life stories, like a miscommunication involving a patient's clear aligners, to illustrate the undeniable impact of internal communication and consistent service. Learn why shifting your focus from attracting new patients to enhancing the experience of current ones could be your most powerful growth strategy.
Discover actionable strategies to master customer experience from start to finish. From heartfelt handwritten apology letters to personalized selfie videos, find out how these small yet impactful gestures can make a big difference in patient relations. Through continuous staff training and role-playing, we explore how mastering effective communication, gratitude, and trust can help transform challenging situations into positive outcomes, driving significant business growth without the need for extra advertising.
See how every interaction contributes to your brand image and influences business growth. Personal anecdotes illustrate how negative experiences can erode customer loyalty and emphasize the importance of conflict resolution, body language, and effective communication training for your team. By prioritizing a people-first approach and focusing on non-clinical moments, you'll learn how to turn satisfied customers into passionate brand advocates, leading to more referrals, five-star reviews, and increased social media engagement. Join us to uncover insightful strategies that will elevate your practice and achieve exceptional growth.
New Patient Group -
Transforming culture, training and digital marketing practices by implementing life changing experiences for you, your team and your patients. We believe experience is the key to increasing new patients, sales, conversion, compliance, cash flow, referrals and more. We believe experience is the key to reducing stress, chaos, advertising costs, employee turnover and more. Whatever it is you want, whatever it is you desire, we believe experience will help you achieve it.
We are the patient experience company and we revolutionize practices by transforming their culture, their employees and their digital marketing. By combining these three services together it creates a powerful force that works in harmony to achieve what you want by delivering employees and patients more than they would have ever expected.
Choose any service individually or become a private client and achieve your best year ever or your money back .. Guaranteed. Private clients combine all three services (Leadership & Culture, Team Training, Digital Marketing) together to take over their community and leave their "competition" in the dust!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey everybody, brian Wright here and welcome into
another edition of the NewPatient Group Podcast.
Before we get started today, Iwant to let you know in the
description below there is aCalendly link and if you click
that link it's going to allowyou to access my calendar and in
that I am giving away threefree business consultations, the
very first three people thatsign up.
It's a little bit of ascalability issue.
I can't take really any morethan that, but if the first
(00:29):
three people that sign up forthat, I'm going to give you a 15
to 30 minute businessconsultation and we can dive
deep into your practice.
I'm going to give you someassignments to do, to go back,
some numbers to find and justsome different ways we can help
you, your team, your businessand your practice.
Okay, so take advantage of that.
Again, the very first threepeople that take advantage of
that are going to get to meetwith me for that 15 to 30 minute
consult.
All right, now let's dive intoanother edition of the new
patient group podcast.
Speaker 2 (00:49):
Welcome aboard the new patient group flight deck.
Less chaos Check.
Less stress.
Check Less advertising costsCheck More personal and
financial freedom.
Ah, check, all right.
Business checklist completed.
Let the takeoff roll begin.
Speaker 3 (01:11):
Welcome to season seven of the new patient group
audio experience, a podcastdedicated to forward thinking
doctors wanting to learninnovative ways to run their
business today so your practicecan achieve new heights tomorrow
.
And now your host.
He's the founder and CEO of NewPatient Group, managing partner
(01:32):
of Right Chat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 1 (01:56):
Hey, new Patient Group and Right Chat Nation.
Welcome inside the broadcastbooth.
Brian Wright, you too, thanksfor following us and give us a
nice five-star review on iTunesor wherever you may be listening
to the podcast on Going to bediving into one.
Today we're coming off atwo-month series around customer
service what it actually means,the importance of having a
definition and understanding ormaking sure your team and you
(02:17):
are on the same page of whatyou're trying to carry out, and
signs of how you're gettingthere the pinnacle of customer
service.
But then we just came off aseries teaching you how to
accomplish it and wonderfulfeedback.
I hope all of you really tookto heart what that definition
actually is and why we go aboutthings the way we do here with
New Patient Group.
(02:38):
And if you haven't had a chanceto listen to that series, go
back into May, listen to May andJune.
You're going to get a lot outof it.
Today we're going to be divingin and actually, as I do this
podcast today, I'm just comingback from Whole Foods in our
area in Colorado Springs andthere's something that propelled
this podcast forward to doingit right now, and I'm going to
be able to tie that story inwith another story that happened
(03:01):
, and I think both stories youknow stories make things
powerful, so both of thesestories are going to make it
even more powerful around themessage today, all around the
existing patient experience.
It is very hard a lot of timesto convince a lot of you out
there that your employees arenot experts in customer service,
hospitality, these things.
It's not an insult, but thereality is the fact.
(03:24):
All of you trust people whenyou're not looking to carry out
your brand in a way thatrepresents you in a great,
wonderful way, in an unexpectedway, and is always advancing
your brand forward.
It is really scary that a lotof times, you don't see more
value in making sure your peopleare receiving the ongoing
training required to handle allthe scenarios they're put in.
(03:47):
And today the reason why Iwanted to move this up the list
because this whole food scenariois again it's the perfect thing
that we talk about is that allof these consumer interactions
they have nothing to do withhealthcare, orthodontics,
dentistry, really at all.
And the other day we were onwith a customer and we'd been
together for for a long time, agreat lady, like her a lot and
(04:09):
we're talking uh, coach Eric andI are on a on a zoom call with
her and we're talking about.
You know, we've been working onnew patient experience stuff
for a long time now a couple ofyears and now we want to
transition slowly into theexisting patient experience.
So, after people sign thecontract and what's going to
take them into a super fan to goout there and refer to high
level and interact with yoursocial media channels and making
(04:33):
sure that your customer istreated in a way that is
unexpected, just like that'swhat it takes to get new people
to buy from you at the highestlevel.
It's the same way with yourcustomers, your patients.
And she was sitting there andyou could tell.
You know it didn't really gether excited and she didn't know
she wanted to move into that yetMaybe we need to work on the
new patient experience longer.
(04:54):
And didn't even know she wasgoing to do it.
And while we're talking to herand her office manager, there
was a front desk girl or a girlin the office that came in and
said, hey, I need to talk to you.
And you know the doctor and omwere like, hey, could you hold
on?
Like sure, so girl talks to her, they come back and what
happened was and this was rightin the midst of me describing to
(05:15):
this practice how important itis because of all these
interactions and they couldn'tsee it, you could tell.
And this girl comes in and whathappened was is a patient
showed up to pick up their clearaligners and the aligners
weren't there and and I kind ofchuckled, not because that's a
situation I wanted to havehappen to them, but the fact it
(05:35):
happened right in the middle ofme talking about the importance
of this was awesome, becausethis, everybody, is a perfect
example of what I'm talkingabout, right One, the breakdown
and communication internallywith the office, and nobody even
notified this customer, thispatient and this person.
(05:56):
Whatever they could have takenoff work, they could have
rearranged their day, right, alot of it and this is topic for
another time A lot of you haveto understand.
You know your 10 minuteappointment for you, maybe 10 or
15 minutes, guess what?
It's a couple hours for theperson you're having come in and
and that's what you have toremember in this scenario, right
, they're just coming to pick uptheir, their aligners, but they
(06:17):
could have rearranged theirentire day.
Heck, they could have movedmeetings to another day because
of this to come get theiraligners.
Well, they show up and they'renot there.
So, one, we have a breakdown ofcommunication internally and
then a breakdown andcommunication from that to your
customer, to your patient.
That's paid you high dollar,right?
So that's one.
Two, I ask all of you out thereif this happened to you.
(06:41):
Right, your patient walks inand they're talking to make
believe name Betty.
Do you have Betty repetitivelytrained in a way that you know
for a fact that that situation,right, that unpleasant situation
, is going to be handled in away that advances your business
to the next level, right?
Is she going to say you know,mrs Jones, I am so sorry that we
(07:02):
inconvenienced you and we valueyou so much as a patient.
It means the world to usbecause you know you have
choices.
Without people like yourself,you know, I wouldn't even have a
paycheck.
So we're going to make thisright.
Whatever we can do, ma'am, youknow, tell us what we can do,
right, we are so sorry that thissituation happened.
Next time the aligners come in,I tell you what.
We're going to go right to theoffice and we're going to mail
(07:24):
those to your house and makesure that convenience of that
happens.
Or, you know, we can hop in acar and I can drive them to you
and make sure they fit Right,and of course, I'm just I'm off
the cuffing here.
But what all of you have tounderstand is is this is
probably how that was handled.
You know sorry, the alignersaren't here we need to
reschedule, right?
That's the extent of probablyhow it's handled, right?
(07:46):
Are you thanking people fortheir business?
Are you thanking people fortheir trust?
Are you apologizing when thingshappen?
Are you saying what can we doto make this right?
Are you going the extra mile,maybe to make the next
appointment even more convenient?
And I understand, right A lotof times why they have to come
in.
There's, there's processes youneed to go through.
(08:12):
I totally get it.
But what you have to understandis is is that right?
There is a trained person onhow they would respond.
At some point I'm going to havea podcast that talks about the
new school way of customerservice versus the old school
and how a blend is the mostbeautiful way to create
unexpected experiences thatdrive results in your favor, and
I'll give you an example that'staken from.
I haven't shot that podcast yet, but I'll give you an example
(08:34):
of one that that I'm talkingabout A lot of times.
You know we're big on videosand QR codes and you know,
instead of you visiting all thedentist office, if you're an
orthodontist, you know, just geta nice piece of marketing with
a QR code and do the video andhave the video play off your
YouTube station to all thedentists and all the doctors you
want to refer.
One tiny example that's NewSchool.
(08:54):
That is a convenient experiencefor both you but also the
people you want to advertise toand get to know your brand.
Or, if they already know yourbrand, keep your brand on their
mind to and get to know yourbrand.
Or if they already know yourbrand, keep your brand on their
mind.
And.
But there's also and that'sobviously one of a million
different ways of going the newschool way One of the old school
ways that still worksbeautifully and I know it
(09:16):
because a lot of our practicesdo it are handwritten notes that
are mailed to families' homes,and the impact that those have
are so powerful and can't beunderestimated.
And the way my mind works and wetalk existing patient
experience here.
Right, this is on the topic ofoutside after they sign the
(09:37):
contract.
This is where old schoolcustomer service comes in.
One, teaching people how tospeak and apologize and thank
people for their business andtheir trust.
And if it weren't for peoplelike you, I wouldn't have a
paycheck Like.
There's an art to that, andthat art does not come from the
idea.
The art comes from practice androle plays, practice and role
(10:02):
plays, practice and role plays.
And I'm saying it over and overagain because that's the
culture you need to create.
If you truly obsess over yourcustomer, this is where your
mind always needs to be right.
This situation happened.
Now, what can we do?
And I'll tell you what you cando.
One, all we've already talkedabout it right, the verbiage.
But also afterwards, doctoroffice manager, one of you two
(10:27):
needs to immediately do ahandwritten letter that day,
mail it and get it to theirhouse as fast as you possibly
can.
On top of that, in case they goout of town, they don't see the
letter, whatever it is, putyour face on camera, do a quick
selfie video and text that totheir cell phone.
(10:52):
It doesn't need to be more than30 seconds, 50 seconds, 5-0, 50
seconds at the most, andthere's a series of events and
that's where the existingpatient experience comes in
Series of events of one.
Culturally, it starts withobsessing over your customer.
If you don't obsess over thepatient, the customer, your mind
will never be in this placebecause you don't think this way
.
And this goes back to everybusiness on the planet needs
(11:17):
experience training.
Everyone.
There isn't one that exists andthe ones that are famous get it
.
Right, they get the trainingbecause they're obsessed over
their customer, which is whythey become famous.
Right, so it starts with culture.
One.
Two, it's stating yourexpectations and how you want
(11:38):
things to go and having meetingsabout it and role-playing with
your team and putting them intoscenarios.
Right, so it starts.
Two, with your training.
Right, it goes from culture,mindset, leadership to then how
you train your people.
But then all these ways towhere, if something does happen,
how do we handle it?
Okay, we've got the verbiageand presentation skills down,
which, by the way, that verbiagenever happens If you don't have
(12:00):
a culture that obsesses overthe customer and works on things
to make the experience better.
Next, you've got to go deeper.
Right, front girl Betty againmake-believe name handles the
situation.
Hopefully she nails it becauseof the training and the culture
you have.
Now you've got to go deeper.
Leadership team, you must beinvolved.
Right Handwritten letter to goout to that patient apologizing,
(12:21):
right, maybe you send them anunexpected you know, $50 visa
gift card.
I had a podcast about that,about United at some point.
Right, so you've got unexpectedexperiences.
That really what does it do?
It drives results in your favorbecause they are never going to
accept.
Look, businesses suck athandling situations like this.
(12:43):
They're terrible.
For every one you get thatblows you away.
There's hundreds and you canall relate to this.
They're terrible.
For every one you get thatblows you away.
There's hundreds, and you canall relate to this.
Your dry cleaner messes up yourclothes how do they handle it?
Your hair cutter messes up yourhair how do they handle it?
The restaurant messes up yourfood how do they handle it?
And time and time again, it'snothing special.
Some do it better than others.
(13:03):
One may have a smile on theirface Meanwhile, the others don't
, but there's still reallynothing special about it.
Why?
Because very few companies seevalue in obsessing over their
customer like we're talkingabout today, being a people over
procedure, people over service,people over product operation.
And, by the way, when I saypeople over procedure.
(13:23):
I owe Dr Rob Schaefer for thatline because I'm going to use it
for the rest of my life.
I heard him say that at ourlast on-site.
So props to you, rob, love you,dude.
I don't think I gave you propswhen I said that people over
procedure before, so I promisedhim I would do it now, right.
And then so you got some oldschool customer service there
with the letter handwritten.
(13:44):
But then you got some newschool with the video, right.
And I would argue, even if theydon't get the letter, the video
is powerful.
If they get the video and notthe letter, the video is
powerful.
But if they get both, that'sthe ultimate situation right.
So you've got a little minichoreographed journey, starting
always again with culture there.
Then how you train your peopleright, use a little digital
marketing in there.
Right, got some videos in there.
Then how you train your peopleright, use a little digital
(14:05):
marketing in there.
Right, got some videos in there.
And then we got some old schoolhospitality with writing that
hand letter, and that's how youmust look at everything.
That's the series we're comingoff of.
One of the reasons why I want todo it today is again, handling
that situation and turning itinto a positive that works in
your favor is, again, neverabout one thing you getting what
(14:27):
you want while deliveringunexpected experiences along the
way to help drive.
That is never about oneinteraction.
It is an ongoing journey.
That's a commitment toobsessing over your customer and
if you just think this way, itis amazing what can happen for
all of you as practices outthere that charge five, six,
(14:48):
seven, $8,000.
You know, if you can just add afew starts a month to that, you
have your best year ever.
And this is a way to not haveto advertise, because you're
turning your customer, yourpatient, into the advertising
for you by going inside yourdoors.
Now, today, we're in WholeFoods inside your doors.
Now today we're in whole foodsand and for those of you who
(15:08):
follow me a lot, podcasts, seeme speak customer, whatever it
may be, or all the above.
Uh, you know I like to cook,right.
So what a big pet peeve of mineis whenever you're going to
cook fillets and you go intoplaces and this.
This could spin off in a 10podcasts, um, on you, 10
podcasts on how to showcasethings to make more money and
(15:30):
blah, blah, blah, but it justblows me away when you look in
the window at meat places or themeat departments in grocery
stores and you see cuts of meatthat look like nobody cares.
They don't know what they'redoing.
There's slits in the middle,there are all kinds of different
sizes.
They just look like nobodycares.
They don't know what they'redoing.
Right, there's slits in themiddle, there are all kinds of
different sizes.
They just look like crap.
(15:51):
And if you know anything aboutcooking, especially at a high
level, you're never going to buythose because you can't cook
them at a high level.
If you have one that's fourounces, one that's six, one
that's nine, one has a slit downthe middle because there's a
part of you know, there's a partwhere they get that meat from
the animal and in that portionof the animal it has little
slits in it so it cooks unevenlyand it just comes out a mess.
(16:15):
So if you know what you'redoing, you are never going to
buy that meat.
So today at Whole Foods I askedthe guy so those are unusable.
You've done this for me before.
It's usually a headache, butyou could go cut.
I need three equally cut eightounce fillets from this part of
the animal and that's what Ineed in order to cook tonight.
(16:36):
And this guy looked at me likeand he actually said the words
just in a little bit differentway Like sir, that is such an
inconvenience Like, these arewhat we have in the window.
We're trying to get rid ofthese first before we cut into
the new mag.
This is what he's saying to meNow.
He didn't say you'reinconveniencing me, but that's
(16:57):
what he said with his words.
We're going to get rid of those, those who find these fine.
We're going to sell rid ofthose.
Those who find these fine.
We're going to sell it to thosebefore we cut any more.
Right, this is a place and I'vehad other podcasts in the past
about this stuff and I alreadyhave a podcast recorded,
pre-recorded coming out I don'tknow when that tells another
story about this at Sprouts,which we'll never go back to.
(17:18):
Sprouts is a farmer's marketgrocery store by our house in
Springs.
So now I'm sitting here going,okay, where the hell are we
going to go?
So we looked up.
We found a butcher.
It's like 20 minutes away.
We went and got a beautiful cutof filets.
That's what I'm going to cooktonight as I do this podcast.
And again it goes back to it'sthe same thing, right?
How that guy needed to betrained.
(17:40):
He even said to me, you know, Iguess, in this tone, I mean I
guess I'll go in the back andask my manager and see what we
can do like that, like,basically, middle finger sir,
like how could you inconvenienceme like this?
And a lot of your employees outthere do stuff like this with
body language or you know,they're wearing a mask whenever
(18:01):
they're trying to communicatesomething so you can't see
facial expressions and thefacial expressions may be a
smile but you can't tell,because the mask just comes
across differently.
There are so many scenarioslike this meat scenario and like
this clear aligner scenario,and thought about every single
(18:22):
scenario that your hourlyemployees are put into every
single day, every single week,every single month, every single
quarter, every single year, andare you really comfortable with
how your brand is beingrepresented in all of those
scenarios?
Have you placed people in thosesituations and made them role,
play their way out, given themfeedback, coached them on how to
(18:46):
handle that situation?
We call it conflict resolutionand when I was still umpiring,
professional baseball, this isstuff you would go through hours
upon hours upon hours ofrigorous training and role plays
around psychology and bodylanguage, posture, verbiage,
tone, around psychology and bodylanguage, posture, verbiage,
tone, what to say, when to sayit, how to say it, what never to
(19:07):
say, right, and these arethings you know that, again, we
do inside practices Like this isone example of many, but this
one example is actually hundredsof examples that we take, you
know, and we say, okay, apatient's upset, they can't get
an appointment when they want.
Go Like, how do you handle that?
Right, and we see how they allhandle it.
(19:28):
And every practice handlesthose situations like this one.
Joe shows up to pick up hisclear aligners and people, just
like the new patient, call, ifyou called and mystery called
you guys have heard me say thisa thousand times on here If you
mystery call 100 practices, askthem the same questions, every
(19:50):
receptionist responds the sameRight, which makes all of you
the same.
Whenever I'm shopping andcalling five practices.
You have a framing effect issue,period, you Period.
You have a value propositionissue with the inability for
your team to be able to speak ina way that sheds value and
light on why you're unique anddifferent and why me spending
(20:11):
two more thousand dollars withyou as opposed to two thousand
less with the other two places.
I've been why it's worth it,right, but if you're able to
convince people of that, thenyou've got to back it up after
they've signed the contract andthese interactions everybody.
I cannot tell you how much itmoves your brand forward.
And this is back to theinfinite versus finite-minded
(20:33):
people, right?
There's very few people outthere that when they think about
growth, they think about thescenarios I'm talking to you
today as a way to grow, right,meaning that the way this was
handled one by that practice,two by Whole Foods like you're
never going to be able to putyour finger on that, like you
(20:55):
can your Invisalign bill beingyanked out of your bank account.
But I will tell all of you itcosts you more money.
Like that person with a clearaligner scenario is never going
to send a referral to thatpractice period.
That's a $6,000 if that's whatyou cost on an average case fee.
That's how you have to look atthis, with the inability to
(21:16):
create a fan, right?
Creating a satisfied patient isnot a referral source.
It's not somebody that turnsinto your sales force.
It's a satisfied patient, justlike a satisfied customer right
what you're trying to create outthere.
Everybody is a fan of yourbusiness, just like your fan of
your practice.
Those are two different things,and the non-clinical
(21:37):
interactions will determinewhether or not they're a
satisfied patient or a super fanof your practice period.
You have to see value,especially for those out there
listening, which is the majorityof our following that want to
be a high-end brand.
If you want to be a high-endbrand, it's even more important
to teach people how to speakfrom those that have bought from
you than it is to teach peoplebefore they buy from you.
(22:00):
And this is such a differentmessage Like when's the last
time you went to a you know anevent and people up there
talking about this?
No, it's a bunch of advertisingcrap.
Marketing, more of this, moreof that, more of this, more of
this, more new patients,pay-per-click, more, more, more,
more, more, more, more.
Then all of you wonder whyyou're chaotic all the time.
When, if you just slowed downand looked at marketing as
(22:21):
everything, every Marketing aseverything, every interaction
your team has with each other,how you have it with your team,
how your team has it with you,how you all have it with people
you want to buy, how you allhave it with people that have
bought it is so critical, right,like the sprouts.
Whenever that podcast goes live, you'll see it then.
(22:42):
But right now, as Whole Foods,whole Foods lost their business
forever.
Now can you get away in certain, you know, in certain
situations.
Yeah, like the clear linerscenario, like it's not, like
that guy's going to want hismoney back, right, but how it
was handled leaves a sour tastein people's mind and it's
unfortunate.
But how we're built as humansis, you know, if I have 20
interactions with your businessand 19 of them are really good
(23:04):
and one of them suck, that's theone people remember and that's
why it's so hard to be anunbelievable brand, because
that's what you deal with isthat you could be great time
after time after time after timeand all of a sudden, one thing
takes away from the immersiveexperience.
One employee ruins it for theother 10 that interacted
wonderfully.
And this is why the culturematters so much, because
(23:26):
everything I'm talking abouthere again goes back to a
culture that obsesses over yourcustomer, obsesses over your
patient, a culture that'sinfinite-minded, that says what
can we do today to be moreinnovative, more convenient,
better for the patient betterfor the customer than we're
doing today.
This is the mindset and this isa perfect example we're doing
today.
This is the mindset and this isa perfect example.
(23:47):
When many of you think of growth, you immediately think
pay-per-click and train my TCand why.
All of that can help, of course, and that's all stuff that we
do, except for the pay-per-click.
We don't want to do it becausewe teach everybody put your
money somewhere, else you'regoing to get a higher return.
Don't use a Band-Aid.
Fix the wound, pay woundPaperclip.
If you have to do it, band-aidto the wound of what's really
going on.
Every dime all of you out there, by the way, this is off the
(24:09):
cuff spend on paperclip.
You should cut it off tomorrowand invest it inside your doors
and train your people the wayI'm talking about, and it's hard
work, but it will produce botha short and long-term result
that paperclip can't do,long-term result that
pay-per-click can't do.
Everybody, you got to see valuein this, and an exercise that I
have for all of you is I wantyou to sit down and I want you
(24:30):
to brainstorm and think aboutevery single scenario that your
team has that interacts withyour potential customer and your
customer, your potentialpatient and your patient, and
ask yourself is your brand beingmoved forward every time right?
Or is it leaving these littlesour tastes here and there?
(24:53):
Because, again, it's not acriticism, but for those out
there that think that yourassistants are nice, your people
are nice and that means yourexperts in hospitality, you're
missing the mark, just like thelast two months of what we did.
The reality of the situation isthat unless you are training
(25:14):
and receiving training frompeople that have deep expertise
in this stuff, you are losingopportunities like you cannot
believe they're everywhere inyour business, just like this
clear aligner scenario.
You will never be able to putyour finger on the loss, but it
is there if you have the rightmindset as a leader.
(25:35):
Hope everybody enjoyed today.
All right big lesson this isfrom our existing patient
experience and teaching yourteam how to train in a way that
moves your needle forward.
If you're interested in theexisting patient experience
because it goes far beyond whatI'm talking about today make
sure when you click in thatCalendly link and set up a
consultation with me, rememberthe first three people.
(25:57):
I am offering it to the firstthree people.
If you're interested in what Italked about today.
Make sure to put existingpatient experience in there and,
if you're not, put whateveryou're interested in to get
started.
But this is such a big way Ifyou want to skyrocket referrals,
skyrocket five-star reviews,skyrocket interactions on your
social media channels, yourYouTube station, this is what
(26:19):
will do it.
Transform that existing patientexperience, do it right.
Transform that existing patientexperience.
But this message everybody, ithappens in every business.
It is a people-first business,just like all of you.
Move your brand forward bygetting your people trained on
how to handle scenarios and turnnegatives into positive
outcomes.
Thanks everybody, we'll talk toyou soon, bye-bye.
Hey everybody, brian Wright here and welcome into
another edition of the NewPatient Group Podcast.
Before we get started today, Iwant to let you know in the
description below there is aCalendly link and if you click
that link it's going to allowyou to access my calendar and in
that I am giving away threefree business consultations, the
very first three people thatsign up.
It's a little bit of ascalability issue.
I can't take really any morethan that, but if the first
(00:29):
three people that sign up forthat, I'm going to give you a 15
to 30 minute businessconsultation and we can dive
deep into your practice.
I'm going to give you someassignments to do, to go back,
some numbers to find and justsome different ways we can help
you, your team, your businessand your practice.
Okay, so take advantage of that.
Again, the very first threepeople that take advantage of
that are going to get to meetwith me for that 15 to 30 minute
consult.
All right, now let's dive intoanother edition of the new
patient group podcast.
Speaker 2 (00:49):
Welcome aboard the new patient group flight deck.
Less chaos Check.
Less stress.
Check Less advertising costsCheck More personal and
financial freedom.
Ah, check, all right.
Business checklist completed.
Let the takeoff roll begin.
Speaker 3 (01:11):
Welcome to season seven of the new patient group
audio experience, a podcastdedicated to forward thinking
doctors wanting to learninnovative ways to run their
business today so your practicecan achieve new heights tomorrow
.
And now your host.
He's the founder and CEO of NewPatient Group, managing partner
(01:32):
of Right Chat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 1 (01:56):
Hey, new Patient Group and Right Chat Nation.
Welcome inside the broadcastbooth.
Brian Wright, you too, thanksfor following us and give us a
nice five-star review on iTunesor wherever you may be listening
to the podcast on Going to bediving into one.
Today we're coming off atwo-month series around customer
service what it actually means,the importance of having a
definition and understanding ormaking sure your team and you
(02:17):
are on the same page of whatyou're trying to carry out, and
signs of how you're gettingthere the pinnacle of customer
service.
But then we just came off aseries teaching you how to
accomplish it and wonderfulfeedback.
I hope all of you really tookto heart what that definition
actually is and why we go aboutthings the way we do here with
New Patient Group.
(02:38):
And if you haven't had a chanceto listen to that series, go
back into May, listen to May andJune.
You're going to get a lot outof it.
Today we're going to be divingin and actually, as I do this
podcast today, I'm just comingback from Whole Foods in our
area in Colorado Springs andthere's something that propelled
this podcast forward to doingit right now, and I'm going to
be able to tie that story inwith another story that happened
(03:01):
, and I think both stories youknow stories make things
powerful, so both of thesestories are going to make it
even more powerful around themessage today, all around the
existing patient experience.
It is very hard a lot of timesto convince a lot of you out
there that your employees arenot experts in customer service,
hospitality, these things.
It's not an insult, but thereality is the fact.
(03:24):
All of you trust people whenyou're not looking to carry out
your brand in a way thatrepresents you in a great,
wonderful way, in an unexpectedway, and is always advancing
your brand forward.
It is really scary that a lotof times, you don't see more
value in making sure your peopleare receiving the ongoing
training required to handle allthe scenarios they're put in.
(03:47):
And today the reason why Iwanted to move this up the list
because this whole food scenariois again it's the perfect thing
that we talk about is that allof these consumer interactions
they have nothing to do withhealthcare, orthodontics,
dentistry, really at all.
And the other day we were onwith a customer and we'd been
together for for a long time, agreat lady, like her a lot and
(04:09):
we're talking uh, coach Eric andI are on a on a zoom call with
her and we're talking about.
You know, we've been working onnew patient experience stuff
for a long time now a couple ofyears and now we want to
transition slowly into theexisting patient experience.
So, after people sign thecontract and what's going to
take them into a super fan to goout there and refer to high
level and interact with yoursocial media channels and making
(04:33):
sure that your customer istreated in a way that is
unexpected, just like that'swhat it takes to get new people
to buy from you at the highestlevel.
It's the same way with yourcustomers, your patients.
And she was sitting there andyou could tell.
You know it didn't really gether excited and she didn't know
she wanted to move into that yetMaybe we need to work on the
new patient experience longer.
(04:54):
And didn't even know she wasgoing to do it.
And while we're talking to herand her office manager, there
was a front desk girl or a girlin the office that came in and
said, hey, I need to talk to you.
And you know the doctor and omwere like, hey, could you hold
on?
Like sure, so girl talks to her, they come back and what
happened was and this was rightin the midst of me describing to
(05:15):
this practice how important itis because of all these
interactions and they couldn'tsee it, you could tell.
And this girl comes in and whathappened was is a patient
showed up to pick up their clearaligners and the aligners
weren't there and and I kind ofchuckled, not because that's a
situation I wanted to havehappen to them, but the fact it
(05:35):
happened right in the middle ofme talking about the importance
of this was awesome, becausethis, everybody, is a perfect
example of what I'm talkingabout, right One, the breakdown
and communication internallywith the office, and nobody even
notified this customer, thispatient and this person.
(05:56):
Whatever they could have takenoff work, they could have
rearranged their day, right, alot of it and this is topic for
another time A lot of you haveto understand.
You know your 10 minuteappointment for you, maybe 10 or
15 minutes, guess what?
It's a couple hours for theperson you're having come in and
and that's what you have toremember in this scenario, right
, they're just coming to pick uptheir, their aligners, but they
(06:17):
could have rearranged theirentire day.
Heck, they could have movedmeetings to another day because
of this to come get theiraligners.
Well, they show up and they'renot there.
So, one, we have a breakdown ofcommunication internally and
then a breakdown andcommunication from that to your
customer, to your patient.
That's paid you high dollar,right?
So that's one.
Two, I ask all of you out thereif this happened to you.
(06:41):
Right, your patient walks inand they're talking to make
believe name Betty.
Do you have Betty repetitivelytrained in a way that you know
for a fact that that situation,right, that unpleasant situation
, is going to be handled in away that advances your business
to the next level, right?
Is she going to say you know,mrs Jones, I am so sorry that we
(07:02):
inconvenienced you and we valueyou so much as a patient.
It means the world to usbecause you know you have
choices.
Without people like yourself,you know, I wouldn't even have a
paycheck.
So we're going to make thisright.
Whatever we can do, ma'am, youknow, tell us what we can do,
right, we are so sorry that thissituation happened.
Next time the aligners come in,I tell you what.
We're going to go right to theoffice and we're going to mail
(07:24):
those to your house and makesure that convenience of that
happens.
Or, you know, we can hop in acar and I can drive them to you
and make sure they fit Right,and of course, I'm just I'm off
the cuffing here.
But what all of you have tounderstand is is this is
probably how that was handled.
You know sorry, the alignersaren't here we need to
reschedule, right?
That's the extent of probablyhow it's handled, right?
(07:46):
Are you thanking people fortheir business?
Are you thanking people fortheir trust?
Are you apologizing when thingshappen?
Are you saying what can we doto make this right?
Are you going the extra mile,maybe to make the next
appointment even more convenient?
And I understand, right A lotof times why they have to come
in.
There's, there's processes youneed to go through.
(08:12):
I totally get it.
But what you have to understandis is is that right?
There is a trained person onhow they would respond.
At some point I'm going to havea podcast that talks about the
new school way of customerservice versus the old school
and how a blend is the mostbeautiful way to create
unexpected experiences thatdrive results in your favor, and
I'll give you an example that'staken from.
I haven't shot that podcast yet, but I'll give you an example
(08:34):
of one that that I'm talkingabout A lot of times.
You know we're big on videosand QR codes and you know,
instead of you visiting all thedentist office, if you're an
orthodontist, you know, just geta nice piece of marketing with
a QR code and do the video andhave the video play off your
YouTube station to all thedentists and all the doctors you
want to refer.
One tiny example that's NewSchool.
(08:54):
That is a convenient experiencefor both you but also the
people you want to advertise toand get to know your brand.
Or, if they already know yourbrand, keep your brand on their
mind to and get to know yourbrand.
Or if they already know yourbrand, keep your brand on their
mind.
And.
But there's also and that'sobviously one of a million
different ways of going the newschool way One of the old school
ways that still worksbeautifully and I know it
(09:16):
because a lot of our practicesdo it are handwritten notes that
are mailed to families' homes,and the impact that those have
are so powerful and can't beunderestimated.
And the way my mind works and wetalk existing patient
experience here.
Right, this is on the topic ofoutside after they sign the
(09:37):
contract.
This is where old schoolcustomer service comes in.
One, teaching people how tospeak and apologize and thank
people for their business andtheir trust.
And if it weren't for peoplelike you, I wouldn't have a
paycheck Like.
There's an art to that, andthat art does not come from the
idea.
The art comes from practice androle plays, practice and role
(10:02):
plays, practice and role plays.
And I'm saying it over and overagain because that's the
culture you need to create.
If you truly obsess over yourcustomer, this is where your
mind always needs to be right.
This situation happened.
Now, what can we do?
And I'll tell you what you cando.
One, all we've already talkedabout it right, the verbiage.
But also afterwards, doctoroffice manager, one of you two
(10:27):
needs to immediately do ahandwritten letter that day,
mail it and get it to theirhouse as fast as you possibly
can.
On top of that, in case they goout of town, they don't see the
letter, whatever it is, putyour face on camera, do a quick
selfie video and text that totheir cell phone.
(10:52):
It doesn't need to be more than30 seconds, 50 seconds, 5-0, 50
seconds at the most, andthere's a series of events and
that's where the existingpatient experience comes in
Series of events of one.
Culturally, it starts withobsessing over your customer.
If you don't obsess over thepatient, the customer, your mind
will never be in this placebecause you don't think this way
.
And this goes back to everybusiness on the planet needs
(11:17):
experience training.
Everyone.
There isn't one that exists andthe ones that are famous get it
.
Right, they get the trainingbecause they're obsessed over
their customer, which is whythey become famous.
Right, so it starts with culture.
One.
Two, it's stating yourexpectations and how you want
(11:38):
things to go and having meetingsabout it and role-playing with
your team and putting them intoscenarios.
Right, so it starts.
Two, with your training.
Right, it goes from culture,mindset, leadership to then how
you train your people.
But then all these ways towhere, if something does happen,
how do we handle it?
Okay, we've got the verbiageand presentation skills down,
which, by the way, that verbiagenever happens If you don't have
(12:00):
a culture that obsesses overthe customer and works on things
to make the experience better.
Next, you've got to go deeper.
Right, front girl Betty againmake-believe name handles the
situation.
Hopefully she nails it becauseof the training and the culture
you have.
Now you've got to go deeper.
Leadership team, you must beinvolved.
Right Handwritten letter to goout to that patient apologizing,
(12:21):
right, maybe you send them anunexpected you know, $50 visa
gift card.
I had a podcast about that,about United at some point.
Right, so you've got unexpectedexperiences.
That really what does it do?
It drives results in your favorbecause they are never going to
accept.
Look, businesses suck athandling situations like this.
(12:43):
They're terrible.
For every one you get thatblows you away.
There's hundreds and you canall relate to this.
They're terrible.
For every one you get thatblows you away.
There's hundreds, and you canall relate to this.
Your dry cleaner messes up yourclothes how do they handle it?
Your hair cutter messes up yourhair how do they handle it?
The restaurant messes up yourfood how do they handle it?
And time and time again, it'snothing special.
Some do it better than others.
(13:03):
One may have a smile on theirface Meanwhile, the others don't
, but there's still reallynothing special about it.
Why?
Because very few companies seevalue in obsessing over their
customer like we're talkingabout today, being a people over
procedure, people over service,people over product operation.
And, by the way, when I saypeople over procedure.
(13:23):
I owe Dr Rob Schaefer for thatline because I'm going to use it
for the rest of my life.
I heard him say that at ourlast on-site.
So props to you, rob, love you,dude.
I don't think I gave you propswhen I said that people over
procedure before, so I promisedhim I would do it now, right.
And then so you got some oldschool customer service there
with the letter handwritten.
(13:44):
But then you got some newschool with the video, right.
And I would argue, even if theydon't get the letter, the video
is powerful.
If they get the video and notthe letter, the video is
powerful.
But if they get both, that'sthe ultimate situation right.
So you've got a little minichoreographed journey, starting
always again with culture there.
Then how you train your peopleright, use a little digital
marketing in there.
Right, got some videos in there.
Then how you train your peopleright, use a little digital
(14:05):
marketing in there.
Right, got some videos in there.
And then we got some old schoolhospitality with writing that
hand letter, and that's how youmust look at everything.
That's the series we're comingoff of.
One of the reasons why I want todo it today is again, handling
that situation and turning itinto a positive that works in
your favor is, again, neverabout one thing you getting what
(14:27):
you want while deliveringunexpected experiences along the
way to help drive.
That is never about oneinteraction.
It is an ongoing journey.
That's a commitment toobsessing over your customer and
if you just think this way, itis amazing what can happen for
all of you as practices outthere that charge five, six,
(14:48):
seven, $8,000.
You know, if you can just add afew starts a month to that, you
have your best year ever.
And this is a way to not haveto advertise, because you're
turning your customer, yourpatient, into the advertising
for you by going inside yourdoors.
Now, today, we're in WholeFoods inside your doors.
Now today we're in whole foodsand and for those of you who
(15:08):
follow me a lot, podcasts, seeme speak customer, whatever it
may be, or all the above.
Uh, you know I like to cook,right.
So what a big pet peeve of mineis whenever you're going to
cook fillets and you go intoplaces and this.
This could spin off in a 10podcasts, um, on you, 10
podcasts on how to showcasethings to make more money and
(15:30):
blah, blah, blah, but it justblows me away when you look in
the window at meat places or themeat departments in grocery
stores and you see cuts of meatthat look like nobody cares.
They don't know what they'redoing.
There's slits in the middle,there are all kinds of different
sizes.
They just look like nobodycares.
They don't know what they'redoing.
Right, there's slits in themiddle, there are all kinds of
different sizes.
They just look like crap.
(15:51):
And if you know anything aboutcooking, especially at a high
level, you're never going to buythose because you can't cook
them at a high level.
If you have one that's fourounces, one that's six, one
that's nine, one has a slit downthe middle because there's a
part of you know, there's a partwhere they get that meat from
the animal and in that portionof the animal it has little
slits in it so it cooks unevenlyand it just comes out a mess.
(16:15):
So if you know what you'redoing, you are never going to
buy that meat.
So today at Whole Foods I askedthe guy so those are unusable.
You've done this for me before.
It's usually a headache, butyou could go cut.
I need three equally cut eightounce fillets from this part of
the animal and that's what Ineed in order to cook tonight.
(16:36):
And this guy looked at me likeand he actually said the words
just in a little bit differentway Like sir, that is such an
inconvenience Like, these arewhat we have in the window.
We're trying to get rid ofthese first before we cut into
the new mag.
This is what he's saying to meNow.
He didn't say you'reinconveniencing me, but that's
(16:57):
what he said with his words.
We're going to get rid of those, those who find these fine.
We're going to sell rid ofthose.
Those who find these fine.
We're going to sell it to thosebefore we cut any more.
Right, this is a place and I'vehad other podcasts in the past
about this stuff and I alreadyhave a podcast recorded,
pre-recorded coming out I don'tknow when that tells another
story about this at Sprouts,which we'll never go back to.
(17:18):
Sprouts is a farmer's marketgrocery store by our house in
Springs.
So now I'm sitting here going,okay, where the hell are we
going to go?
So we looked up.
We found a butcher.
It's like 20 minutes away.
We went and got a beautiful cutof filets.
That's what I'm going to cooktonight as I do this podcast.
And again it goes back to it'sthe same thing, right?
How that guy needed to betrained.
(17:40):
He even said to me, you know, Iguess, in this tone, I mean I
guess I'll go in the back andask my manager and see what we
can do like that, like,basically, middle finger sir,
like how could you inconvenienceme like this?
And a lot of your employees outthere do stuff like this with
body language or you know,they're wearing a mask whenever
(18:01):
they're trying to communicatesomething so you can't see
facial expressions and thefacial expressions may be a
smile but you can't tell,because the mask just comes
across differently.
There are so many scenarioslike this meat scenario and like
this clear aligner scenario,and thought about every single
(18:22):
scenario that your hourlyemployees are put into every
single day, every single week,every single month, every single
quarter, every single year, andare you really comfortable with
how your brand is beingrepresented in all of those
scenarios?
Have you placed people in thosesituations and made them role,
play their way out, given themfeedback, coached them on how to
(18:46):
handle that situation?
We call it conflict resolutionand when I was still umpiring,
professional baseball, this isstuff you would go through hours
upon hours upon hours ofrigorous training and role plays
around psychology and bodylanguage, posture, verbiage,
tone, around psychology and bodylanguage, posture, verbiage,
tone, what to say, when to sayit, how to say it, what never to
(19:07):
say, right, and these arethings you know that, again, we
do inside practices Like this isone example of many, but this
one example is actually hundredsof examples that we take, you
know, and we say, okay, apatient's upset, they can't get
an appointment when they want.
Go Like, how do you handle that?
Right, and we see how they allhandle it.
(19:28):
And every practice handlesthose situations like this one.
Joe shows up to pick up hisclear aligners and people, just
like the new patient, call, ifyou called and mystery called
you guys have heard me say thisa thousand times on here If you
mystery call 100 practices, askthem the same questions, every
(19:50):
receptionist responds the sameRight, which makes all of you
the same.
Whenever I'm shopping andcalling five practices.
You have a framing effect issue,period, you Period.
You have a value propositionissue with the inability for
your team to be able to speak ina way that sheds value and
light on why you're unique anddifferent and why me spending
(20:11):
two more thousand dollars withyou as opposed to two thousand
less with the other two places.
I've been why it's worth it,right, but if you're able to
convince people of that, thenyou've got to back it up after
they've signed the contract andthese interactions everybody.
I cannot tell you how much itmoves your brand forward.
And this is back to theinfinite versus finite-minded
(20:33):
people, right?
There's very few people outthere that when they think about
growth, they think about thescenarios I'm talking to you
today as a way to grow, right,meaning that the way this was
handled one by that practice,two by Whole Foods like you're
never going to be able to putyour finger on that, like you
(20:55):
can your Invisalign bill beingyanked out of your bank account.
But I will tell all of you itcosts you more money.
Like that person with a clearaligner scenario is never going
to send a referral to thatpractice period.
That's a $6,000 if that's whatyou cost on an average case fee.
That's how you have to look atthis, with the inability to
(21:16):
create a fan, right?
Creating a satisfied patient isnot a referral source.
It's not somebody that turnsinto your sales force.
It's a satisfied patient, justlike a satisfied customer right
what you're trying to create outthere.
Everybody is a fan of yourbusiness, just like your fan of
your practice.
Those are two different things,and the non-clinical
(21:37):
interactions will determinewhether or not they're a
satisfied patient or a super fanof your practice period.
You have to see value,especially for those out there
listening, which is the majorityof our following that want to
be a high-end brand.
If you want to be a high-endbrand, it's even more important
to teach people how to speakfrom those that have bought from
you than it is to teach peoplebefore they buy from you.
(22:00):
And this is such a differentmessage Like when's the last
time you went to a you know anevent and people up there
talking about this?
No, it's a bunch of advertisingcrap.
Marketing, more of this, moreof that, more of this, more of
this, more new patients,pay-per-click, more, more, more,
more, more, more, more.
Then all of you wonder whyyou're chaotic all the time.
When, if you just slowed downand looked at marketing as
(22:21):
everything, every Marketing aseverything, every interaction
your team has with each other,how you have it with your team,
how your team has it with you,how you all have it with people
you want to buy, how you allhave it with people that have
bought it is so critical, right,like the sprouts.
Whenever that podcast goes live, you'll see it then.
(22:42):
But right now, as Whole Foods,whole Foods lost their business
forever.
Now can you get away in certain, you know, in certain
situations.
Yeah, like the clear linerscenario, like it's not, like
that guy's going to want hismoney back, right, but how it
was handled leaves a sour tastein people's mind and it's
unfortunate.
But how we're built as humansis, you know, if I have 20
interactions with your businessand 19 of them are really good
(23:04):
and one of them suck, that's theone people remember and that's
why it's so hard to be anunbelievable brand, because
that's what you deal with isthat you could be great time
after time after time after timeand all of a sudden, one thing
takes away from the immersiveexperience.
One employee ruins it for theother 10 that interacted
wonderfully.
And this is why the culturematters so much, because
(23:26):
everything I'm talking abouthere again goes back to a
culture that obsesses over yourcustomer, obsesses over your
patient, a culture that'sinfinite-minded, that says what
can we do today to be moreinnovative, more convenient,
better for the patient betterfor the customer than we're
doing today.
This is the mindset and this isa perfect example we're doing
today.
This is the mindset and this isa perfect example.
(23:47):
When many of you think of growth, you immediately think
pay-per-click and train my TCand why.
All of that can help, of course, and that's all stuff that we
do, except for the pay-per-click.
We don't want to do it becausewe teach everybody put your
money somewhere, else you'regoing to get a higher return.
Don't use a Band-Aid.
Fix the wound, pay woundPaperclip.
If you have to do it, band-aidto the wound of what's really
going on.
Every dime all of you out there, by the way, this is off the
(24:09):
cuff spend on paperclip.
You should cut it off tomorrowand invest it inside your doors
and train your people the wayI'm talking about, and it's hard
work, but it will produce botha short and long-term result
that paperclip can't do,long-term result that
pay-per-click can't do.
Everybody, you got to see valuein this, and an exercise that I
have for all of you is I wantyou to sit down and I want you
(24:30):
to brainstorm and think aboutevery single scenario that your
team has that interacts withyour potential customer and your
customer, your potentialpatient and your patient, and
ask yourself is your brand beingmoved forward every time right?
Or is it leaving these littlesour tastes here and there?
(24:53):
Because, again, it's not acriticism, but for those out
there that think that yourassistants are nice, your people
are nice and that means yourexperts in hospitality, you're
missing the mark, just like thelast two months of what we did.
The reality of the situation isthat unless you are training
(25:14):
and receiving training frompeople that have deep expertise
in this stuff, you are losingopportunities like you cannot
believe they're everywhere inyour business, just like this
clear aligner scenario.
You will never be able to putyour finger on the loss, but it
is there if you have the rightmindset as a leader.
(25:35):
Hope everybody enjoyed today.
All right big lesson this isfrom our existing patient
experience and teaching yourteam how to train in a way that
moves your needle forward.
If you're interested in theexisting patient experience
because it goes far beyond whatI'm talking about today make
sure when you click in thatCalendly link and set up a
consultation with me, rememberthe first three people.
(25:57):
I am offering it to the firstthree people.
If you're interested in what Italked about today.
Make sure to put existingpatient experience in there and,
if you're not, put whateveryou're interested in to get
started.
But this is such a big way Ifyou want to skyrocket referrals,
skyrocket five-star reviews,skyrocket interactions on your
social media channels, yourYouTube station, this is what
(26:19):
will do it.
Transform that existing patientexperience, do it right.
Transform that existing patientexperience.
But this message everybody, ithappens in every business.
It is a people-first business,just like all of you.
Move your brand forward bygetting your people trained on
how to handle scenarios and turnnegatives into positive
outcomes.
Thanks everybody, we'll talk toyou soon, bye-bye.
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