January 13, 2025 • 25 mins
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New Patient Group - The Employee & Patient Experience Co. Learn Advanced and Cutting Edge Skill Sets Used by the Finest People Businesses in the World, such as the Ritz Carlton and more. We are experts in the following areas and found a niche in orthodontics, dentistry and other healthcare professions years ago. We teach this expertise to enhance every interaction your team has with people you want to become patients or those who already are patients.
- Leadership
- Sales
- Hospitality
- Consumer Psychology
- Verbiage
- Presentation
- Communication
- Much More
The result of the above mentioned skill-sets is a much improved culture, new patients, treatment conversion, efficiency, profitability, treatment starts, revenue, patient referrals, patient compliance and more.
Job Descriptions that will Benefit from this On-Site Workshop:
- Clinical Assistants
- Concierges
- Doctors
- Front Desk
- Receptionists
- Treatment Coordinators
-- And More!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey, new Patient Group and Right Chat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another edition ofthe New Patient Group podcast
as we keep season eight rollingalong, coming off.
A fantastic one with Dr BobSkopak.
Hopefully you listened.
If you didn't make sure, and doso, mastermind members out
there, we are going to be usingthat episode as our topic for
(00:21):
the February Zoom session thatwe have, so make sure that you
have listened to that.
It is a fantastic episode.
All of you out there should knowyour take-home dream number in
a given calendar year.
You should know what your timeis worth per hour, how much are
you making per hour and how manyworking days are you doing it
in.
And if you're making more thisyear, are you doing it in less
(00:43):
time?
All of you should be trying tomaster that when reimagining
growth and redefining yoursuccess.
Awesome episode.
We got a lot of great feedbackto kick off the year, so so
excited we're going to be divinginto a topic out there.
Look pretty simple.
If you are interested indoubling your new patients,
without advertising, withoutincreased costs, without
anything no, there's no catch.
(01:03):
If you're wanting to doubleyour new patients, today's
episode is a great one for you.
Look, there's a skill setyou're going to have to master.
I'm actually going to have thegreat Dr David Boschkin and his
wonderful TC, nicole Ahn.
I think they do what I'm goingto be talking about today better
than any practice that I'vecome across, and they are
(01:23):
wonderful people.
We got to know each other verywell during the Align Practice
Development Workshops.
They're customers.
I believe a lot in what theytalk about and they're going to
bring a great perspective when Ihave them on as guests later in
the season, about what I'mgoing to be talking about today,
and I'll give you a greatinsight to.
Yes, it's possible.
Yes, it's staring all of youright in the face on how we can
(01:45):
double the new patients in youroffice, and I wanted to do this
episode today because a lot ofyou are struggling with new
patient calls.
You're not getting the newpatients that you're used to
getting.
So how can we do somethingunique to double the new
patients that you are gettingand help you through these
difficult times?
Yeah, you're going to get a lotmore starts.
You're not going to double yourstarts, but you're going to get
a lot more starts.
(02:06):
But, yes, you're going todouble your new patients, and
you can do it fast byimplementing what I'm going to
be talking about today.
So we'll see you on the otherside, but before we do, let's
fire up the music.
Speaker 2 (02:19):
The time for real change is now, when tough times
test us, we overcome.
When hardship hits us, wepersevere.
We innovate, we transform, wetransform.
If you're ready to achievesomething special, buckle up and
(02:43):
get ready for the ride of yourlife.
Welcome to season eight of thenew patient group audio
experience, a podcast dedicatedto revolutionizing lives,
careers and business.
So you, your team and yourpractice forever flourish in the
(03:04):
new economy.
And now your host.
He's a husband, father of two,a founder and CEO of New Patient
Group and RightChat faculty forAlign Technology, and a trusted
speaker for Invisalign andOrthoFi, brian Wright.
Speaker 1 (03:23):
So I have an admission to make.
Yeah, I do.
When Bob and I were shootingthat podcast, I was in the midst
of the flu.
Man, we got hit hard, for youknow we get things, things come
and go, but they're usually like, hey, I don't feel good for a
day, it may knock you up orwhatever, but you know, on the
couch for a day or so, but manoh man, did our family all four
(03:48):
of us get smoked by one of theworst cases of flu I've ever had
?
I haven't been this sick andI've never seen our kids as sick
as they were.
I have never, since I've knownmy wife Kristen, never seen her
as sick as she was.
And then I'm still dealing withsymptoms myself.
Mine kind of came a day or twolater than everybody else's, but
I mean 103, 104 degreetemperature for all of us for
like a week.
(04:08):
And when Bob and I did thepodcast I was about 100 right in
there.
I felt horrible and thank Godwe were thinking about shooting
the next day because of how badI felt.
And if we would have postponedit and done it another day we'd
have been screwed.
I would have had to come upwith some way for that first
episode because I couldn't getup for the following few days,
(04:32):
so we did that.
Hopefully we pulled it off outthere for sure for so many of
you, but, my goodness gracious,it was something else to get
through.
But hey, everybody, I hope your2025 has kicked off and gone
well.
I have a simple rule that aslong as you're still in January,
you can say Happy New Year topeople.
(04:52):
So this may be the first timeyou're checking in first episode
you've listened to Happy NewYear to you, and today's topic
is one you know.
There is a multi-bajilliondollar industry out there in
orthodontics.
That is just insane.
Today is not about how to goout on social media and capture
it, but just to let all of youknow you should be.
(05:15):
It is a massive, massiveindustry within an industry, if
you will, and it's the relapseindustry, if you will, and it's
the relapse industry.
It is the amount of people thathad orthodontics as a kid and
didn't wear retainers forwhatever reason, grew up and now
they're a parent and they'veshifted back to how they used to
(05:39):
be.
It is an enormous, enormous,multi, multi-million dollar
industry just waiting for all ofyou to capture out there Now a
lot of you, and this is whereyou can't let the clinical brain
screw the business.
And I'm in the midst of a seriesI think we did one or two of
those last season on how yourclinical brain can really
(06:02):
sabotage so many of you outthere, because so many of you
out there, you're trainedperfectionists, you're engineers
, so because of that, you canportray that onto your business,
which is never going to be thatway.
It can keep you fromimplementing fast and
procrastinating, but it can alsohurt you on the clinical side,
meaning that you're not eventhinking about doing these
(06:23):
social six type cases littlemidline corrections, little
rotation of a bicuspidsomebody's unhappy with, but
they want to get ready for awedding in eight months and
they're not ready for the fullcase now.
Maybe never, but certainly notnow.
This is a multi bajilliondollar industry for so many of
you out there, and I see it.
And it's very difficult,because part of the skill set
(06:46):
that we're going to be talkingabout today that you do need to
master is this being comfortablewith having a conversation with
people that did not show up toyour door for them, right?
So you have what I was talkingabout with that relapse industry
.
You have these people that hadorthodontics at an early age.
They relapsed, didn't wear theretainers, whatever.
Now they have kids and they'rebringing their kids in to see
(07:08):
you.
Well, when they are there andthey are in your door, right,
that is a candidate fororthodontics, right?
This is how, or just right offthe top.
This is how you can double yournew patients overnight is
mastering the dual start, ismastering the opportunities that
are walking in and out of youroffice every single day, every
(07:29):
single time.
You have, you know, theseven-year-old coming in there,
you've got the 15-year-oldcoming in there, you've got the
15-year-old coming in there, the10-year-old, whatever it is.
Every single time you havesomething like I just said.
You have a parent, right, I get.
Sometimes there's weirdcircumstances.
It could be the grammar orwhatever that's bringing them in
there.
But you get my point.
You have the parent coming inwith them and that parent is
(07:51):
almost guaranteed to have beenin relapse.
Right, they had orthodontics asa kid or maybe off.
The one-offs is that they didn'thave orthodontics at all.
They've never done it, but theywant to.
But these people are not goingto walk through your doors and
they are not going to raise theflag and say, hey, over here,
(08:12):
can you start me in orthodonticstoo, please?
They aren't going to do that,just like they're not going to
walk in and say, can I give youa video testimonial or will you
please allow me to give you afive-star review?
These are all scenarios thathappen in your office every day,
that somebody has to be trainedhow to engage these people to
(08:33):
give you a video testimonial,engage these people to give you
a five-star review, engage thesepeople to refer their friends,
colleagues, family, etc.
But for today's purpose it'sthe same thing is that you've
got to learn the skill sets onhow to be very comfortable with
your communication and yourpresentation skills.
(08:53):
Set up the new patientexperience in a way that is
unexpected.
Right, a wows people along thejourney, but is still set up for
you to win in the sense of howdo we get mom to start?
Too?
Right, and obviously there'ssometimes dads involved in this,
but usually in most cases, whenyou have the kids show up, mom
is the one that is bringing themin.
(09:14):
But we have and this is alsofor so many of you out there the
opportunities still exist withpatients that are in treatment.
Right, you have a 15-year-old,a teenager that's in treatment
in your office and or 14 or10-year-old or whatever the heck
it may be, anybody that doesn'tdrive themselves, that is an
(09:34):
additional opportunity everysingle time mom and or dad are
bringing them through your door.
Those are new patients,everybody right.
Now, granted, they're adifferent type of new patient.
They're not a new patient thatinitially reached out for
themselves, but these are peoplethat are absolute slam dunk
closes in many cases.
(09:55):
If you are engaging them, ifyou are having the conversation
with them, if the receptionistknows how to do it from the
get-go, if the concierge upfront knows how to engage with
the wide smile photo and otherthings that we teach for that
concierge front desk role, andreimagining how it's always been
been getting the phones theheck out of there, reimagining
(10:18):
how that front desk position,what it is, what it really
entails in this new economy, andalso, obviously, your treatment
coordinator in the exam process, and if all of you can sit
there, I mean this is somethingthat can make you sick to your
stomach.
Like if you start looking atlost opportunities that happen
every day, every week, everymonth, every quarter, every year
(10:38):
, it can really start making younauseous with the amount of
people that you look back on andgo damn, you know what, if our
obs was a little better, ourpending treatment was a little
better, our receptionistconverted a little better, our
TC converted a little better?
Right, those are all thingsthat can make you really sick,
but a lot of times those arealso all things that you could
(10:59):
put your finger on.
There are the lost opportunities, and all of you know that I
talk about this.
The most out of all of them isthe lost opportunities that you
can't put your finger on.
This is technically one of them.
Right, there's no managementsoftware that's going to spit
out the data them.
Right, there's no managementsoftware that's going to spit
out the data.
But all of you out there canstart doing the data yourselves
(11:20):
with just brainstorm.
How many moms?
Right, again, I get dads, etcetera, but just examples.
How many moms in the year 2024alone came in with their kid and
the consult was for their kid?
Right?
Probably a lot.
If you're a practice thataverages 30 new patients and you
(11:40):
do any kind of volume as itrelates to teenagers, you know
adolescent, younger kids you'rethinking to yourself yeah, brian
, there was a ton of ones thatcame in, for sure.
Well, why don't you take amagic number let's say that
number was 300 over the courseof 2024, and ask yourself what
(12:03):
if 20% of those started?
Some of you might be out theregoing blah, but you may be
wanting to throw up, you know,thinking about the amount of
lost opportunities.
Now, this places an emphasis ona lot of things, and one of them
is is being able to streamlineyour new patient experience.
So you have time to do thisright.
(12:25):
But the way this all happens,like I said that today, is not
and we are actually building anon-demand course around this
topic right now as I speak.
It's going to be a while beforeit's out, so I can't put a link
in the description of this orgive you codes how to get it or
anything like that quite yet,but I will when David and Nicole
, like I mentioned, are on.
We will have the course readyto go by then.
(12:47):
But this is something wheregetting the iTero as part of
your new patient experience noton certain cases, or should I do
it here?
Yeah, you should do it 100% ofthe time.
Every single new patient thatwalks through your door today is
not about the iTero, but thisis part of the process.
(13:08):
You have to be scanning yournew patients period, all right,
and there is a lot of podcaststhat I have coming around the
iTero.
It is the best sales tool thatyou have.
Through experience, it is alsothe most underutilized tool.
I believe in orthodontics andwe're going to talk about all
(13:28):
kinds of different features, howto use them, things like that.
But back to the point.
You have to be scanning, andwhen you're scanning the TC, or
if you do have a records tech,the records tech whoever it is
needs to be engaging while thewand is in the kid's mouth,
needs to be engaging the parentwith questions that identify
have you had orthodontics right?
(13:48):
Did you relapse right?
Get to having questions,finding out those things, to
make sure the parent startstalking and then communicating
to the parent in a way that thenext thing you know the parent
is in the chair getting theirscan too.
Now you may be asking yourselfand also, if you're running our
concierge model, you know thisif you do it at a high level,
(14:08):
but the wide smile photo for thein-face visualization that
needs to be taken at the frontdesk and as you're taking the
kids, that's how you immediatelystart engaging mom to get one
too, all right.
So this is all in verbiage, allin presentation, all
re-imagining how all of you havedone this standard, relatively
(14:30):
boring new patient experiencefor many, many, many years.
Right, this is, and this is howyou all have to be thinking in
this economy is when they walkthrough your door, right?
How is it all different?
Now, that should happen beforewith your digital marketing,
receptionist downtime conceptsright, so they should already
expecting you to be completelydifferent.
But how can you redefine thejob description, set everything
(14:52):
up to be completely differentwhen they walk through your door
and this is part of it, right?
Having that concierge role,that is a totally different job
description and set of skillsets than the other two, three,
four, five opinions that thatfamily is getting right.
Having the skill sets of a TC,that's totally different than
the other TCs.
Using the digital workflowdifferently than the other
(15:15):
practices, in case they do usethe iTero, etc.
As part of the new patientexperience.
But this, everybody today, isnot a huge long message, but if
you want to double the newpatient opportunities that you
have overnight, you need tomaster the dual start.
The new patient opportunitiesthat you have overnight, you
need to master the dual startright Now.
(15:36):
Mastering the dual start is howyou really turn as many of
those into actual patientsactual starts as possible, right
?
Today's episode is just lettingyou know.
They're there Every single timethey walk through your door
with a kid, you have a potentialrelapse patient.
You have a potential justpatient that could be interested
in orthodontics.
If you engage them Now, youcan't and you'll have a hard
(15:57):
time engaging them if you'rerunning around with your heads
cut off because you've got 8,000appointments, you're not
outsourcing, you're not doingthe things we teach.
All that allows for is a timesuck and then excuses that
follow.
Right, it's like, oh, thatsounds nice, but when will we
have the time?
The other thing you could bethinking about and today is not
(16:19):
what the topic is about, but Ithink it's a worthwhile
discussion for a second is Brianright, we've got a down economy
as it stands today.
As you do this podcast, we'realready having a conversion
problem with the 12-year-old.
Now you're wanting us to alsofind a way to convert mom, which
is obviously going to be ahigher cost than what it would
(16:43):
just be for one of the kids ofmom.
But we're not even startingthose.
And my response to that, asalways, is if you have a
conversion problem, you need tobe coached on how to do things
differently, right?
So reach out to us and allow usto help you get the coaching
and the skill sets to increaseyour conversion and also teach
(17:05):
you how to increase yourconversion while capturing mom.
Right, but you can't get andthis will be something that I
talk about with David and Nicole, because they fully get this,
and I remember them talkingabout this at the Align Practice
Development Workshops when weused to speak together, and when
I heard them talk about this, Iinstantly knew look, we're
(17:26):
dealing with an infinite-minded,we're dealing with
infinite-minded people here,right, because a lot of you out
there, like, you're not going toget mom.
Let's say you charge for a fullcase for an adult.
Look, I'm just making up thenumber.
Let's say it's 6,000, right,you're not going to get the full
case almost positively mostlikely, right, and your goal
(17:48):
should not be how to try to getthe full case.
Right, these are cases on.
How can?
These are relapse cases, right?
How can we do a social sixtouch-up in six months, seven,
eight months, tops?
Right, pop them into remotemonitoring and they're there in
your office for the startappointment and you see them one
other time.
Right, it's a coupleappointment process, right?
(18:09):
These are many cases that youcould be knocking out with
efficiency, very highprofitability, low chair time.
And the other part of doing thisis is imagine last year, let's
say, you got 20% of the momsthat walked through your door to
start.
Right.
Now you have 20% more peopleout in the community that should
(18:29):
become your sales force, right,they should be talking and that
should be your goal is how do Iget more moms to start?
So there's more moms at thesoccer game talking about me and
where they went.
And this is all the infinitemindset.
If your goal going in is how doI get 7,000 from the kid, 7,000
from mom and dual stardom,forget it, it's not going to
(18:51):
happen.
That's not the idea.
That's not the goal.
The goal is to how can you getthe kid to buy at full price and
then mom to buy at asignificantly discounted price?
Because once mom's out of thereand goes into your pending list
as an example, you're notgetting her.
Life is going to get in the way.
She wasn't even there to beginwith for her.
(19:11):
So there is an art to this Today.
It's not teaching you the art,it's not teaching you the A
through Z process.
Most of that is for ourcustomers, one but two.
Most of that we're going to betalking about when David and
Nicole are on.
We're going to dive in more tothe process and actually making
it work.
But something all of you canimmediately leave as an action
(19:32):
item today is you canimmediately start engaging the
parent that is there with thekid.
So many of you let the kid goback and mom's just sitting in
your waiting room watching yourbig screen TV that you know.
Meanwhile you have a mini TV inthe TC room.
Bring that big screen TV backinto the exam room, but they're
just sitting there and they'renot engaged, they're not paying
(19:53):
attention and you are lettingmoney walk in and out of your
door all day long by notcapturing.
The mob should be with the kid.
You should scan the mom 100% ofthe time.
You should at least ask mom ifshe wants to get scanned too and
if your TC understands how tocommunicate, how to present, how
(20:16):
to interact, psychology, allthe things that we talked about.
You're going to open up aconversation while scanning the
kid, where mom opens up and saidyep, I had braces when I was a
kid, didn't wear the retainers,kind of resorted back to where I
was.
And you know, I've beenthinking about getting it for me
, but there just hasn't been aright time.
(20:36):
And blah, blah, blah, boom,you've engaged them into that
conversation.
Now's the time.
Right Now you've got to becomfortable with hey mom, we
hear that all the time and let'sget you up in the chair.
We can scan you, show you whatyou're going to look like.
If we do orthodontics on you andwe've got great options we
could probably knock out yourcase in six months, seven months
, one or two visits, easy slamdunk Doctor does it all the time
(20:57):
.
Boom, you are going to get momsgo.
Okay, let's do this.
All of them.
No, just like your new patientsthat walk through the door, all
of them don't buy from you.
The goal shouldn't even be that.
The goal should be is to plugthe holes, create as many
opportunities as all of you canpossibly create.
Then this is how you do itright.
It's not rocket science.
But going back to what I'vesaid so many times in this
(21:18):
podcast and what we teach is itis rocket science because 99.9%
of you out there aren't doing it.
You're out there doingpay-per-click radio billboards,
muffin drops to the dentist, etc.
Etc.
Billboards, muffin drops to thedentist, et cetera, et cetera.
Meanwhile, you have newpatients walking in and out of
your door that are candidatesall day long.
(21:39):
Right, multi-bajillion dollarindustry in orthodontics, the
relapse industry all day long,but you're not capturing them.
And guys, that's free, there isno cost.
Right, outside of your littleiTero sleeve, there is no cost.
And that's not a cost, butthat's an investment at the same
time, because the more of thoseyou're using, the more starts
you're going to get, becausethat is the best sales tool
(22:01):
there is.
Period in orthodontics right,there isn't a better one.
And, like I said, tons ofepisodes to follow.
So let's start engaging theparents better.
Let's start getting themengaged in the exam process.
Let's get them to get scannedas well.
Those of you running ourconcierge model up front, let's
make sure the wide smile photois talked about, and this is
(22:22):
something I'm going to have DrRegina Blevins on.
I don't know when, I don't knowif it's going to be this season
or next, but the conciergefront desk model they run is one
of my favorites and, again, itgets people engaged in a way
like we're talking about today,right, if you just have standard
procedures up front, it'sboring, it doesn't do anything.
Imagine what that role up frontand what your front desk can
(22:53):
look like, how they interactwith people.
Man, it makes such a huge, hugedifference.
So if we can take the widesmile photo up front which all
of you should be doing givesmore time to load in so you can
pop it into the outcomesimulation in the back with the
iTero scan, now mom's going toget engaged from the get-go,
right?
And yes, there are things thereceptionist can do and the new
patient call.
We're not going to be talkingabout that today, but everybody
(23:16):
point today, let's startengaging more of the moms and
the dads that are walkingthrough your door every single
day and this will double yournew patient count, just by
engaging the opportunities thatare walking in and out of there
every single day.
Hope it makes sense.
Everybody, this is somethingyou can start right away.
You don't need to be perfect atit, you don't need to be even
(23:37):
halfway decent at it.
It's just a question to startasking the parents and see if
they'll get scanned too.
It'll give you moreopportunities, more at bats Now
what you do with those right.
That's going to be for futurepodcasts, but hopefully you
enjoyed it.
Hopefully this gets you excitedabout the opportunities that
are walking in and out of thereevery single day.
And look guys, I see it withthe new patient group customers
(24:02):
that do this well, you can addso many starts a month that
otherwise would have walkedright out your door by learning
the skill sets and engaging theprocess A to Z.
All right, hope everybodyenjoyed today.
Until next time.
We appreciate your support.
Make sure to give us a nicecomment on YouTube, a nice
five-star review on whateverpodcast outlet you are listening
to this on.
Share this with at least onecolleague of yours out there
(24:23):
reps listening.
Share this with all yourdoctors.
As always, we appreciate thesupport as we keep growing and,
man, we had an unbelievabledownload year last year.
I mean we are all over theworld, in Asia, australia.
It's just amazing.
It's so cool, it's beyond mywildest dreams.
So let's keep it up.
Everybody Spreading the word,keeping this underground quote
(24:49):
following rolling and master thedual start.
Double your new patients right.
Get more opportunities, andwhen times are tough, this is
far easier than trying to drawin other new patients.
In some form or fashion,they're already walking through
your door.
Learn how to master theskillset and master that dual
start.
Till next time, everybody, takecare of yourselves, your team
and your patients, and we'll seeyou soon.
Bye-bye.
Hey, new Patient Group and Right Chat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another edition ofthe New Patient Group podcast
as we keep season eight rollingalong, coming off.
A fantastic one with Dr BobSkopak.
Hopefully you listened.
If you didn't make sure, and doso, mastermind members out
there, we are going to be usingthat episode as our topic for
(00:21):
the February Zoom session thatwe have, so make sure that you
have listened to that.
It is a fantastic episode.
All of you out there should knowyour take-home dream number in
a given calendar year.
You should know what your timeis worth per hour, how much are
you making per hour and how manyworking days are you doing it
in.
And if you're making more thisyear, are you doing it in less
(00:43):
time?
All of you should be trying tomaster that when reimagining
growth and redefining yoursuccess.
Awesome episode.
We got a lot of great feedbackto kick off the year, so so
excited we're going to be divinginto a topic out there.
Look pretty simple.
If you are interested indoubling your new patients,
without advertising, withoutincreased costs, without
anything no, there's no catch.
(01:03):
If you're wanting to doubleyour new patients, today's
episode is a great one for you.
Look, there's a skill setyou're going to have to master.
I'm actually going to have thegreat Dr David Boschkin and his
wonderful TC, nicole Ahn.
I think they do what I'm goingto be talking about today better
than any practice that I'vecome across, and they are
(01:23):
wonderful people.
We got to know each other verywell during the Align Practice
Development Workshops.
They're customers.
I believe a lot in what theytalk about and they're going to
bring a great perspective when Ihave them on as guests later in
the season, about what I'mgoing to be talking about today,
and I'll give you a greatinsight to.
Yes, it's possible.
Yes, it's staring all of youright in the face on how we can
(01:45):
double the new patients in youroffice, and I wanted to do this
episode today because a lot ofyou are struggling with new
patient calls.
You're not getting the newpatients that you're used to
getting.
So how can we do somethingunique to double the new
patients that you are gettingand help you through these
difficult times?
Yeah, you're going to get a lotmore starts.
You're not going to double yourstarts, but you're going to get
a lot more starts.
(02:06):
But, yes, you're going todouble your new patients, and
you can do it fast byimplementing what I'm going to
be talking about today.
So we'll see you on the otherside, but before we do, let's
fire up the music.
Speaker 2 (02:19):
The time for real change is now, when tough times
test us, we overcome.
When hardship hits us, wepersevere.
We innovate, we transform, wetransform.
If you're ready to achievesomething special, buckle up and
(02:43):
get ready for the ride of yourlife.
Welcome to season eight of thenew patient group audio
experience, a podcast dedicatedto revolutionizing lives,
careers and business.
So you, your team and yourpractice forever flourish in the
(03:04):
new economy.
And now your host.
He's a husband, father of two,a founder and CEO of New Patient
Group and RightChat faculty forAlign Technology, and a trusted
speaker for Invisalign andOrthoFi, brian Wright.
Speaker 1 (03:23):
So I have an admission to make.
Yeah, I do.
When Bob and I were shootingthat podcast, I was in the midst
of the flu.
Man, we got hit hard, for youknow we get things, things come
and go, but they're usually like, hey, I don't feel good for a
day, it may knock you up orwhatever, but you know, on the
couch for a day or so, but manoh man, did our family all four
(03:48):
of us get smoked by one of theworst cases of flu I've ever had
?
I haven't been this sick andI've never seen our kids as sick
as they were.
I have never, since I've knownmy wife Kristen, never seen her
as sick as she was.
And then I'm still dealing withsymptoms myself.
Mine kind of came a day or twolater than everybody else's, but
I mean 103, 104 degreetemperature for all of us for
like a week.
(04:08):
And when Bob and I did thepodcast I was about 100 right in
there.
I felt horrible and thank Godwe were thinking about shooting
the next day because of how badI felt.
And if we would have postponedit and done it another day we'd
have been screwed.
I would have had to come upwith some way for that first
episode because I couldn't getup for the following few days,
(04:32):
so we did that.
Hopefully we pulled it off outthere for sure for so many of
you, but, my goodness gracious,it was something else to get
through.
But hey, everybody, I hope your2025 has kicked off and gone
well.
I have a simple rule that aslong as you're still in January,
you can say Happy New Year topeople.
(04:52):
So this may be the first timeyou're checking in first episode
you've listened to Happy NewYear to you, and today's topic
is one you know.
There is a multi-bajilliondollar industry out there in
orthodontics.
That is just insane.
Today is not about how to goout on social media and capture
it, but just to let all of youknow you should be.
(05:15):
It is a massive, massiveindustry within an industry, if
you will, and it's the relapseindustry, if you will, and it's
the relapse industry.
It is the amount of people thathad orthodontics as a kid and
didn't wear retainers forwhatever reason, grew up and now
they're a parent and they'veshifted back to how they used to
(05:39):
be.
It is an enormous, enormous,multi, multi-million dollar
industry just waiting for all ofyou to capture out there Now a
lot of you, and this is whereyou can't let the clinical brain
screw the business.
And I'm in the midst of a seriesI think we did one or two of
those last season on how yourclinical brain can really
(06:02):
sabotage so many of you outthere, because so many of you
out there, you're trainedperfectionists, you're engineers
, so because of that, you canportray that onto your business,
which is never going to be thatway.
It can keep you fromimplementing fast and
procrastinating, but it can alsohurt you on the clinical side,
meaning that you're not eventhinking about doing these
(06:23):
social six type cases littlemidline corrections, little
rotation of a bicuspidsomebody's unhappy with, but
they want to get ready for awedding in eight months and
they're not ready for the fullcase now.
Maybe never, but certainly notnow.
This is a multi bajilliondollar industry for so many of
you out there, and I see it.
And it's very difficult,because part of the skill set
(06:46):
that we're going to be talkingabout today that you do need to
master is this being comfortablewith having a conversation with
people that did not show up toyour door for them, right?
So you have what I was talkingabout with that relapse industry
.
You have these people that hadorthodontics at an early age.
They relapsed, didn't wear theretainers, whatever.
Now they have kids and they'rebringing their kids in to see
(07:08):
you.
Well, when they are there andthey are in your door, right,
that is a candidate fororthodontics, right?
This is how, or just right offthe top.
This is how you can double yournew patients overnight is
mastering the dual start, ismastering the opportunities that
are walking in and out of youroffice every single day, every
(07:29):
single time.
You have, you know, theseven-year-old coming in there,
you've got the 15-year-oldcoming in there, you've got the
15-year-old coming in there, the10-year-old, whatever it is.
Every single time you havesomething like I just said.
You have a parent, right, I get.
Sometimes there's weirdcircumstances.
It could be the grammar orwhatever that's bringing them in
there.
But you get my point.
You have the parent coming inwith them and that parent is
(07:51):
almost guaranteed to have beenin relapse.
Right, they had orthodontics asa kid or maybe off.
The one-offs is that they didn'thave orthodontics at all.
They've never done it, but theywant to.
But these people are not goingto walk through your doors and
they are not going to raise theflag and say, hey, over here,
(08:12):
can you start me in orthodonticstoo, please?
They aren't going to do that,just like they're not going to
walk in and say, can I give youa video testimonial or will you
please allow me to give you afive-star review?
These are all scenarios thathappen in your office every day,
that somebody has to be trainedhow to engage these people to
(08:33):
give you a video testimonial,engage these people to give you
a five-star review, engage thesepeople to refer their friends,
colleagues, family, etc.
But for today's purpose it'sthe same thing is that you've
got to learn the skill sets onhow to be very comfortable with
your communication and yourpresentation skills.
(08:53):
Set up the new patientexperience in a way that is
unexpected.
Right, a wows people along thejourney, but is still set up for
you to win in the sense of howdo we get mom to start?
Too?
Right, and obviously there'ssometimes dads involved in this,
but usually in most cases, whenyou have the kids show up, mom
is the one that is bringing themin.
(09:14):
But we have and this is alsofor so many of you out there the
opportunities still exist withpatients that are in treatment.
Right, you have a 15-year-old,a teenager that's in treatment
in your office and or 14 or10-year-old or whatever the heck
it may be, anybody that doesn'tdrive themselves, that is an
(09:34):
additional opportunity everysingle time mom and or dad are
bringing them through your door.
Those are new patients,everybody right.
Now, granted, they're adifferent type of new patient.
They're not a new patient thatinitially reached out for
themselves, but these are peoplethat are absolute slam dunk
closes in many cases.
(09:55):
If you are engaging them, ifyou are having the conversation
with them, if the receptionistknows how to do it from the
get-go, if the concierge upfront knows how to engage with
the wide smile photo and otherthings that we teach for that
concierge front desk role, andreimagining how it's always been
been getting the phones theheck out of there, reimagining
(10:18):
how that front desk position,what it is, what it really
entails in this new economy, andalso, obviously, your treatment
coordinator in the exam process, and if all of you can sit
there, I mean this is somethingthat can make you sick to your
stomach.
Like if you start looking atlost opportunities that happen
every day, every week, everymonth, every quarter, every year
(10:38):
, it can really start making younauseous with the amount of
people that you look back on andgo damn, you know what, if our
obs was a little better, ourpending treatment was a little
better, our receptionistconverted a little better, our
TC converted a little better?
Right, those are all thingsthat can make you really sick,
but a lot of times those arealso all things that you could
(10:59):
put your finger on.
There are the lost opportunities, and all of you know that I
talk about this.
The most out of all of them isthe lost opportunities that you
can't put your finger on.
This is technically one of them.
Right, there's no managementsoftware that's going to spit
out the data them.
Right, there's no managementsoftware that's going to spit
out the data.
But all of you out there canstart doing the data yourselves
(11:20):
with just brainstorm.
How many moms?
Right, again, I get dads, etcetera, but just examples.
How many moms in the year 2024alone came in with their kid and
the consult was for their kid?
Right?
Probably a lot.
If you're a practice thataverages 30 new patients and you
(11:40):
do any kind of volume as itrelates to teenagers, you know
adolescent, younger kids you'rethinking to yourself yeah, brian
, there was a ton of ones thatcame in, for sure.
Well, why don't you take amagic number let's say that
number was 300 over the courseof 2024, and ask yourself what
(12:03):
if 20% of those started?
Some of you might be out theregoing blah, but you may be
wanting to throw up, you know,thinking about the amount of
lost opportunities.
Now, this places an emphasis ona lot of things, and one of them
is is being able to streamlineyour new patient experience.
So you have time to do thisright.
(12:25):
But the way this all happens,like I said that today, is not
and we are actually building anon-demand course around this
topic right now as I speak.
It's going to be a while beforeit's out, so I can't put a link
in the description of this orgive you codes how to get it or
anything like that quite yet,but I will when David and Nicole
, like I mentioned, are on.
We will have the course readyto go by then.
(12:47):
But this is something wheregetting the iTero as part of
your new patient experience noton certain cases, or should I do
it here?
Yeah, you should do it 100% ofthe time.
Every single new patient thatwalks through your door today is
not about the iTero, but thisis part of the process.
(13:08):
You have to be scanning yournew patients period, all right,
and there is a lot of podcaststhat I have coming around the
iTero.
It is the best sales tool thatyou have.
Through experience, it is alsothe most underutilized tool.
I believe in orthodontics andwe're going to talk about all
(13:28):
kinds of different features, howto use them, things like that.
But back to the point.
You have to be scanning, andwhen you're scanning the TC, or
if you do have a records tech,the records tech whoever it is
needs to be engaging while thewand is in the kid's mouth,
needs to be engaging the parentwith questions that identify
have you had orthodontics right?
(13:48):
Did you relapse right?
Get to having questions,finding out those things, to
make sure the parent startstalking and then communicating
to the parent in a way that thenext thing you know the parent
is in the chair getting theirscan too.
Now you may be asking yourselfand also, if you're running our
concierge model, you know thisif you do it at a high level,
(14:08):
but the wide smile photo for thein-face visualization that
needs to be taken at the frontdesk and as you're taking the
kids, that's how you immediatelystart engaging mom to get one
too, all right.
So this is all in verbiage, allin presentation, all
re-imagining how all of you havedone this standard, relatively
(14:30):
boring new patient experiencefor many, many, many years.
Right, this is, and this is howyou all have to be thinking in
this economy is when they walkthrough your door, right?
How is it all different?
Now, that should happen beforewith your digital marketing,
receptionist downtime conceptsright, so they should already
expecting you to be completelydifferent.
But how can you redefine thejob description, set everything
(14:52):
up to be completely differentwhen they walk through your door
and this is part of it, right?
Having that concierge role,that is a totally different job
description and set of skillsets than the other two, three,
four, five opinions that thatfamily is getting right.
Having the skill sets of a TC,that's totally different than
the other TCs.
Using the digital workflowdifferently than the other
(15:15):
practices, in case they do usethe iTero, etc.
As part of the new patientexperience.
But this, everybody today, isnot a huge long message, but if
you want to double the newpatient opportunities that you
have overnight, you need tomaster the dual start.
The new patient opportunitiesthat you have overnight, you
need to master the dual startright Now.
(15:36):
Mastering the dual start is howyou really turn as many of
those into actual patientsactual starts as possible, right
?
Today's episode is just lettingyou know.
They're there Every single timethey walk through your door
with a kid, you have a potentialrelapse patient.
You have a potential justpatient that could be interested
in orthodontics.
If you engage them Now, youcan't and you'll have a hard
(15:57):
time engaging them if you'rerunning around with your heads
cut off because you've got 8,000appointments, you're not
outsourcing, you're not doingthe things we teach.
All that allows for is a timesuck and then excuses that
follow.
Right, it's like, oh, thatsounds nice, but when will we
have the time?
The other thing you could bethinking about and today is not
(16:19):
what the topic is about, but Ithink it's a worthwhile
discussion for a second is Brianright, we've got a down economy
as it stands today.
As you do this podcast, we'realready having a conversion
problem with the 12-year-old.
Now you're wanting us to alsofind a way to convert mom, which
is obviously going to be ahigher cost than what it would
(16:43):
just be for one of the kids ofmom.
But we're not even startingthose.
And my response to that, asalways, is if you have a
conversion problem, you need tobe coached on how to do things
differently, right?
So reach out to us and allow usto help you get the coaching
and the skill sets to increaseyour conversion and also teach
(17:05):
you how to increase yourconversion while capturing mom.
Right, but you can't get andthis will be something that I
talk about with David and Nicole, because they fully get this,
and I remember them talkingabout this at the Align Practice
Development Workshops when weused to speak together, and when
I heard them talk about this, Iinstantly knew look, we're
(17:26):
dealing with an infinite-minded,we're dealing with
infinite-minded people here,right, because a lot of you out
there, like, you're not going toget mom.
Let's say you charge for a fullcase for an adult.
Look, I'm just making up thenumber.
Let's say it's 6,000, right,you're not going to get the full
case almost positively mostlikely, right, and your goal
(17:48):
should not be how to try to getthe full case.
Right, these are cases on.
How can?
These are relapse cases, right?
How can we do a social sixtouch-up in six months, seven,
eight months, tops?
Right, pop them into remotemonitoring and they're there in
your office for the startappointment and you see them one
other time.
Right, it's a coupleappointment process, right?
(18:09):
These are many cases that youcould be knocking out with
efficiency, very highprofitability, low chair time.
And the other part of doing thisis is imagine last year, let's
say, you got 20% of the momsthat walked through your door to
start.
Right.
Now you have 20% more peopleout in the community that should
(18:29):
become your sales force, right,they should be talking and that
should be your goal is how do Iget more moms to start?
So there's more moms at thesoccer game talking about me and
where they went.
And this is all the infinitemindset.
If your goal going in is how doI get 7,000 from the kid, 7,000
from mom and dual stardom,forget it, it's not going to
(18:51):
happen.
That's not the idea.
That's not the goal.
The goal is to how can you getthe kid to buy at full price and
then mom to buy at asignificantly discounted price?
Because once mom's out of thereand goes into your pending list
as an example, you're notgetting her.
Life is going to get in the way.
She wasn't even there to beginwith for her.
(19:11):
So there is an art to this Today.
It's not teaching you the art,it's not teaching you the A
through Z process.
Most of that is for ourcustomers, one but two.
Most of that we're going to betalking about when David and
Nicole are on.
We're going to dive in more tothe process and actually making
it work.
But something all of you canimmediately leave as an action
(19:32):
item today is you canimmediately start engaging the
parent that is there with thekid.
So many of you let the kid goback and mom's just sitting in
your waiting room watching yourbig screen TV that you know.
Meanwhile you have a mini TV inthe TC room.
Bring that big screen TV backinto the exam room, but they're
just sitting there and they'renot engaged, they're not paying
(19:53):
attention and you are lettingmoney walk in and out of your
door all day long by notcapturing.
The mob should be with the kid.
You should scan the mom 100% ofthe time.
You should at least ask mom ifshe wants to get scanned too and
if your TC understands how tocommunicate, how to present, how
(20:16):
to interact, psychology, allthe things that we talked about.
You're going to open up aconversation while scanning the
kid, where mom opens up and saidyep, I had braces when I was a
kid, didn't wear the retainers,kind of resorted back to where I
was.
And you know, I've beenthinking about getting it for me
, but there just hasn't been aright time.
(20:36):
And blah, blah, blah, boom,you've engaged them into that
conversation.
Now's the time.
Right Now you've got to becomfortable with hey mom, we
hear that all the time and let'sget you up in the chair.
We can scan you, show you whatyou're going to look like.
If we do orthodontics on you andwe've got great options we
could probably knock out yourcase in six months, seven months
, one or two visits, easy slamdunk Doctor does it all the time
(20:57):
.
Boom, you are going to get momsgo.
Okay, let's do this.
All of them.
No, just like your new patientsthat walk through the door, all
of them don't buy from you.
The goal shouldn't even be that.
The goal should be is to plugthe holes, create as many
opportunities as all of you canpossibly create.
Then this is how you do itright.
It's not rocket science.
But going back to what I'vesaid so many times in this
(21:18):
podcast and what we teach is itis rocket science because 99.9%
of you out there aren't doing it.
You're out there doingpay-per-click radio billboards,
muffin drops to the dentist, etc.
Etc.
Billboards, muffin drops to thedentist, et cetera, et cetera.
Meanwhile, you have newpatients walking in and out of
your door that are candidatesall day long.
(21:39):
Right, multi-bajillion dollarindustry in orthodontics, the
relapse industry all day long,but you're not capturing them.
And guys, that's free, there isno cost.
Right, outside of your littleiTero sleeve, there is no cost.
And that's not a cost, butthat's an investment at the same
time, because the more of thoseyou're using, the more starts
you're going to get, becausethat is the best sales tool
(22:01):
there is.
Period in orthodontics right,there isn't a better one.
And, like I said, tons ofepisodes to follow.
So let's start engaging theparents better.
Let's start getting themengaged in the exam process.
Let's get them to get scannedas well.
Those of you running ourconcierge model up front, let's
make sure the wide smile photois talked about, and this is
(22:22):
something I'm going to have DrRegina Blevins on.
I don't know when, I don't knowif it's going to be this season
or next, but the conciergefront desk model they run is one
of my favorites and, again, itgets people engaged in a way
like we're talking about today,right, if you just have standard
procedures up front, it'sboring, it doesn't do anything.
Imagine what that role up frontand what your front desk can
(22:53):
look like, how they interactwith people.
Man, it makes such a huge, hugedifference.
So if we can take the widesmile photo up front which all
of you should be doing givesmore time to load in so you can
pop it into the outcomesimulation in the back with the
iTero scan, now mom's going toget engaged from the get-go,
right?
And yes, there are things thereceptionist can do and the new
patient call.
We're not going to be talkingabout that today, but everybody
(23:16):
point today, let's startengaging more of the moms and
the dads that are walkingthrough your door every single
day and this will double yournew patient count, just by
engaging the opportunities thatare walking in and out of there
every single day.
Hope it makes sense.
Everybody, this is somethingyou can start right away.
You don't need to be perfect atit, you don't need to be even
(23:37):
halfway decent at it.
It's just a question to startasking the parents and see if
they'll get scanned too.
It'll give you moreopportunities, more at bats Now
what you do with those right.
That's going to be for futurepodcasts, but hopefully you
enjoyed it.
Hopefully this gets you excitedabout the opportunities that
are walking in and out of thereevery single day.
And look guys, I see it withthe new patient group customers
(24:02):
that do this well, you can addso many starts a month that
otherwise would have walkedright out your door by learning
the skill sets and engaging theprocess A to Z.
All right, hope everybodyenjoyed today.
Until next time.
We appreciate your support.
Make sure to give us a nicecomment on YouTube, a nice
five-star review on whateverpodcast outlet you are listening
to this on.
Share this with at least onecolleague of yours out there
(24:23):
reps listening.
Share this with all yourdoctors.
As always, we appreciate thesupport as we keep growing and,
man, we had an unbelievabledownload year last year.
I mean we are all over theworld, in Asia, australia.
It's just amazing.
It's so cool, it's beyond mywildest dreams.
So let's keep it up.
Everybody Spreading the word,keeping this underground quote
(24:49):
following rolling and master thedual start.
Double your new patients right.
Get more opportunities, andwhen times are tough, this is
far easier than trying to drawin other new patients.
In some form or fashion,they're already walking through
your door.
Learn how to master theskillset and master that dual
start.
Till next time, everybody, takecare of yourselves, your team
and your patients, and we'll seeyou soon.
Bye-bye.
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