October 21, 2024 • 17 mins
Schedule an Online Consultation
Make sure and come see Brian on stage at the upcoming Invisalign Summit!
About your Host:
“Brian Wright is a combination of Marcus Lemonis from the Profit and the entire Shark Tank Team. You must partner your practice with his companies.”
Dr. Staci Frankowitz - Orthodontist
We tackle the crucial question: How can we align treatment plans with what patients truly value? Hear a compelling case study where flexibility and patient-centered care took center stage, leading to a successful outcome without the need for jaw surgery. Learn how tools like the iTero scanner can transform patient engagement and conversion rates. We wrap up with a focus on the importance of education and choice in treatment planning, ensuring that patient desires and lifestyle needs guide every decision. Join the conversation and revolutionize your approach to orthodontic practice.
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 other famous Companies:
- Leadership
- Sales Fundamentals
- Hospitality
- Consumer Psychology
- Verbiage
- Presentation
Learn How to Apply the Skill Sets Above to each of the following:
- Existing Patient Experience
- New Patient Experience
- New Patient Phone Call
- Existing Patient Phone Call
- Digital Workflow
- Treatment Coordinator Exam
- Doctor Exam
- Financial Presentation
- Pending Treatment FollowUp
- Handling and Overcoming Objections
- Trust & Communication Transfers
- Digital Marketing
- Patient Compliance
- Clinical Assistant Chair Side Conversations
- Clinical Assistant Conversation with Parents
- Remote Monitoring (If, applicable)
- Clear Aligner Starts and Profitability (If, applicable)
What to Expect from Implementing the Above Skill Sets:
- Improve Leadership and Culture
- Improve Mindset and Motivation
- Improve Employee Experience
- Improve Patient Experience
- Improve Patient Compliance
- Increase Treatment Conversion
- Increase Production
- Increase Cash Flow
- Increase Patient Referrals
- Increase New Patients
- Improve Efficiency
- Improve Time Management
- Improved Digital Marketing Presence
- Improved Brand Awareness
- Reduce New Patient No Shows
- Reduce Existing Patient No Shows
- Reduce Headaches, Stress and Chaos
- Reduce Advertising Costs
- Reduce Patient Non-Compliance
- Reduce Unnecessary Appointments Caused by Non-Compliance
Job Descriptions that will Benefit from this On-Site Workshop:
- Clinical Assistants
- Concierges
- Doctors
- Front Desk
- Receptionists
- Treatment Coordinators
We tackle the crucial question: How can we align treatment plans with what patients truly value? Hear a compelling case study where flexibility and patient-centered care took center stage, leading to a successful outcome without the need for jaw surgery. Learn how tools like the iTero scanner can transform patient engagement and conversion rates. We wrap up with a focus on the importance of education and choice in treatment planning, ensuring that patient desires and lifestyle needs guide every decision. Join the conversation and revolutionize your approach to orthodontic practice.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey everybody, welcome in to another edition of
the New Patient Group Podcast.
Brian Wright here.
Hope you are doing great andcoming off a wonderful weekend.
Have a great announcement wehave Invisalign Summit coming up
in Vegas.
It's right around the corner.
I want to make sure everybodyknows that I will be speaking
there.
It's a big honor because I amthe only non-clinical person
that has the honor of beinginvited to speak there.
(00:29):
It's going to be an amazingtopic all around the existing
patient experience reducingappointment times while
enhancing patient experience,increasing patient referrals all
about our message of how do youcreate fans, not customers, how
do you create fans, notpatients?
And it goes well beyond thefood, if you will, at a
restaurant, if they want fans,just like in your practice.
It goes well beyond the finalclinical result.
It's really all the intangibles, the non-clinical things that
go into when they show up totheir appointment.
(00:50):
How does it go?
How are you using videomarketing?
How are your assistantsspeaking chairside?
How are you enhancingcompliance by teaching
assistants very unique sales andhospitality fundamentals.
We really reimagine the entireexisting patient experience and
it skyrockets referrals.
It skyrockets five-star reviews, video testimonials.
Even the GPs will start sendingyou more business and we have a
(01:14):
really cool one for you thatI'm going to be talking about on
stage, and I can't wait to seeeverybody there.
So let's pack the house.
Podcast listeners, make sure tocome up and introduce
yourselves.
Let's have a great audience.
We'll have a great timetogether.
I get in Thursday nightishright around there.
I'll be there all day Friday,also leaving Saturday morning.
So if you want to get acocktail, go to dinner, just
(01:35):
catch up.
Talk business on Friday.
Make sure to come and find meUntil then.
We'll see everybody then andlet's get back to another
edition of the new patient grouppodcast.
Speaker 2 (01:53):
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.
Welcome to Season 7 of the NewPatient Group Audio Experience,
(02:13):
a podcast dedicated toforward-thinking doctors wanting
to learn innovative ways to runtheir business today so your
practice can achieve new heightstomorrow.
And now your host.
He's the founder and CEO of NewPatient Group, managing partner
of Right Chat and a trustedmotivational speaker for
Invisalign, orthophi and others,brian Wright.
Speaker 1 (02:40):
Hey, new Patient Group and Right Chat Nation.
Welcome inside the broadcastbooth.
Brian Wright here, welcome intoanother edition of the New
Patient Group podcast.
Hope you're doing great outthere.
People watching on YouTube heythere, appreciate your support.
Thumb this up for us.
Share this with your friendsand colleagues.
Get some dialogue going withsome comments down there.
We'd highly appreciate it Ifyou're listening and all the
major audio experiences outthere.
Hey there to you too.
(03:08):
As always, please give us anice five-star review.
Really, help us out and sharethis with your friends and
colleagues as well.
Going to be starting a newseries today and I like this.
I've said it, we're pretty deepnow into the new patient group,
the new format, but it's still,compared to the many seasons
we've been doing this, it'sstill new and I love it because
you can just take these littledrips here and there and create
these series, and this isanother one that I'm going to be
doing.
It's not going to be a series,that's in order, but it's going
to be an ongoing podcast, as Isee things, and I have plenty of
(03:32):
notes and ideas already tocreate these and, as today is
part one, it's going to be howyour clinical brain, how your
pursuit of perfection issabotaging your business, is
sabotaging your entrepreneursuccess and, make no mistake
about it, this is a real thing.
I see as part one today thatwe're going to be diving in, I
see a real disconnect betweenwe'll call it the left brain,
(03:55):
right brain today, we'll call itthe left brain, the clinical,
the right brain, the business,the entrepreneur, and they're at
odds all the time inside yourpractices, out there, because,
as you know, one of the keytraits of successful
entrepreneurs is speed ofimplementation.
Several podcasts are ones thatI've referenced this in the past
and plenty of more podcaststhat will be on that exact topic
(04:18):
is speed of implementation.
The quicker to screw it up thebetter.
Not because you quit, becauseyou figure out the screw-ups,
you communicate as a team, yourole-play the scenarios, you let
it pan out and then, by thetime that you've got it
perfected, or at least close tothat, the other person hasn't
(04:39):
even implemented it yet, becausethey're trying to get it all
perfect behind the scenes.
And that is never how you run abusiness.
That is one of the worst waysyou can run a business and that
is one of the things thecorporations can get away with,
but you as a small businessowner, you are dead.
If that's how you run it, allright, you cannot run it.
You have to be the first toimplement.
You can't run pilots and testsand all these things
(05:01):
corporations do.
You cannot do that as a smallbusiness owner.
Speed of implementation.
But then you've got thisclinical brain that is fighting
that entrepreneur, saying no, wecan't do this.
We've got to perfect it, justlike you would.
On clinical Like, if you'reimplementing a brand new knee
surgery, a new ACL technique or,for many of you out there,
(05:24):
orthodontists, you're switchingto a different type of bracket
system, maybe more digital,whatever it may be.
You're switching to a differenttype of bracket system, maybe
more digital, whatever it may be.
Or you're taking on a clearliner case.
It's a really tough case forthe first time and your brain,
clinically, you're not going.
Okay, the faster I dump intothis and screw it up, the better
.
Right, hopefully that's notwhat you're thinking.
Right, you've got to take yourtime.
(05:44):
You've got to get your properCE.
Ce.
You do have to perfect it inthe sense that you feel
confident that maybe, while notperfect, you're going to do a
good job as a clinician and havethat come out and benefit the
patient in their favor.
The challenge and this is a realproblem that many of you face
out there is that that mentalitywill crush your business and
(06:06):
the business mentality can crushyour clinical reputation at the
same time.
So you say, how do you balancethese?
And you've got to balance them,being very, very careful that
you provide that pursuit ofperfection, that mindset, to the
clinical side of your business.
Now, even that side, you canoverthink it and you can.
You know, if you want to domore clear aligners but you're
(06:28):
not clinically confident, youmay say to yourself oh God,
there's a patient in my chair.
I want to tell him clearaligners but I don't know how to
knock it out with that case.
So you default to what you'vealways done braces.
But at some point you do haveto just do a case.
Right, but leading up to that,like get some CE.
And the beauty is is that ifyou just jump into that case new
patient group customers youknow this is just in our
(06:49):
mastermind.
Like we have tons of highproducing, big name clear
aligner practices out therethat'll walk and guide you
through that.
So you kind of have clinicalcoaches just being a part of our
mastermind group out there.
But you get the point on how onecan screw the other and I want
to start today with giving youan example of exactly what I
(07:10):
mean.
So I was in a practice manyyears ago and I'm sitting in
there and one of the firstthings we do with our private
clients is I go in, we gothrough employee questionnaires
and roundtable discussions andit's a lot of really positive
stuff.
A lot of advancement is made.
Day one and the second half ofthe day I sit and watch, I hang
(07:32):
out in the exam room and takenotes and be my goofy self with
the patient and all of that.
And then I watch the doctorexam and time and time again you
kind of see the same salesmistakes, the same experience
mistakes, presentation mistakes.
So you kind of assume them.
But every now and then you seesomething that you haven't seen
(07:53):
before, and this was one that Ihadn't seen before.
Leading up to that is that a bigpart of what we teach in the
exam is how to use the iTeromachine, whatever scanner you
have, how to use all the tech tobe a tech forward showcase
practice and how to use thefeature, when to use the feature
, how to verbalize what featureyou have up, what is your
presentation, all of that stuffand how do you choreograph that?
(08:17):
And really there's like five orsix different types of exams
all of you face and that's agreat on-demand course that we
have that all of you should buy.
If you're not a customer, youshould get that very advanced
digital workflow Dr TC examcourse that teaches you how to
personalize each type of exambased on what you have in front
of you, because there'sdifferent scenarios.
(08:39):
So I'm sitting in there and I'mlistening to the TC, and TC is
one of the biggest things TCstruggle with is what we call
discovery.
It's the get to know, it'sdigging into the life.
It's what any good salespersondoes is ask questions, get the
prospect to talk, get theprospect to talk about
themselves and what does lifelook like and what do they do
(09:03):
for work?
And is there a dad involved asan example?
Okay, kiddo, what do you do?
And really digging into life tocreate this story of how busy,
how chaotic their life is, andalso find out just the emotional
side of things, if people arebeing bullied and things like
that.
Well, tc's really struggle withthat and so did this one.
(09:23):
So when she left to go get thedoctor, I became the TC and what
I found out and I actually hadthe girl in tears by the time
the doctor walked in because ofthe questions I was asking her.
She worked at Walmart and hadbeen bullied her whole life and
continues, as an adult, to bebullied and she has no
confidence and she doesn't andthis is something all of you
need to remember.
People love to talk numbers andmarketing and all that.
(09:47):
Really, the reason you reallyshould be getting better with
self-improvement, learning howto sell and stuff like that
better is because don't you wantto be the place that would
change a girl's life, like don'tyou want, don't you want to be
the place to change this girl'slife instead of her going
somewhere else?
And I mean, hopefully thatanswer is yes, because I mean
you could make a huge impact ona person like this.
(10:08):
They're scared to interviewbecause they have no confidence,
been bullied their whole life,and she's basically just telling
me like I'm planning on justgiving up in life, like this
just doesn't seem to be for meand I don't want to do it, and
blah, blah, blah the whole storyand I feel horrible for her,
and by asking these questions,though, I got the emotional side
to come out of her and what Iknew at that point.
(10:31):
So, when they brought up thescanner and showed her the
outcome simulation, the outcomesimulation was and it doesn't
always do this, but it wasreally good and she was
clinically as jacked up as youcan possibly imagine.
I mean, it was the very, verybad scenario.
So, not being a clinician butbeing around great ones for so
many years now I'm looking atthat and I'm going.
(10:53):
I think in my mind, of course,I'm saying this.
I think that the only wayyou're going to get this girl to
that outcome she's going tohave to be a surgical case.
So doctor walks in and has aconversation with Percival it
was really good Doctor walks inand has a conversation with
Percival it was really good andthen goes into yeah, to get you
(11:14):
to this, we're going to have todo surgery.
And I know and TC's listeningthis is why discovery is so
important, because I knew atthat moment, before the doctor
even walked in, I said to myselfif this is a surgery case,
there is not a chance ever thatthis girl is going to get
surgery before she goes on withortho treatment.
It's not going to happen and Iknew that because of the
(11:36):
bulliness and all the toughtimes she's gone through.
She's not going to go this,it's just not.
She's going to look at it andgo well, this isn't for me.
Well, sure enough, that'sexactly what happened.
Right, she was totally turnedoff by the message she.
She said this just isn't for meand Doc left and I chased him
down.
I said why don't you go back inthere?
Do me a favor.
I want you to hit the adjustoutcome button which, by the way
(12:01):
Doc's out there, is the numberone sales tool you have in your
practice.
If you know when to use it, howto use it, why to use it, it is
an impactful, impactful toolthat you have towards conversion
.
But you've got to know whatyou're doing.
You can't be clunky with it.
You've got to have the properverbiage skills, and that is all
something that we dive into inour exam course.
I tell the doctors go in there,hit the adjust outcome button
(12:24):
and do me a favor, move thoseteeth to where you think you can
get them if she chooses not todo surgery.
And, to his credit, he wascoachable, went in there and did
it.
And I told him I bet you shebuys if you do that.
And what happened?
She bought right there with asame day start.
And the lesson here.
And this is how your pursuit ofclinical perfection, your
(12:45):
clinical brain that wantseverything to be so perfect, how
it can sabotage your businesssuccess is that perfect to you
is oftentimes not perfect to thecustomer you serve.
This does not mean that youdon't educate, right.
It doesn't mean that doctorshouldn't have talked about jaw
surgery, right, but that nevershould have been the first
conversation.
The first conversation has tobe making sure this person is
(13:09):
happy with what they want.
And when you do that people,then and there's plenty of
podcasts in the future that willbe around this topic is that
how you get people to reallylisten to the need is first
selling them on what they trulywant, understanding their
lifestyle and what fits into it,because then, and only then,
(13:29):
will they listen and truly openup their ears to what it is they
actually need.
So it's not that you don'teducate about hey, we can make
this even better.
Here's how we do that, right,and then showing that simulation
and then talking about jawsurgery and giving them a choice
.
Now there's something calledparadox of choice that I'm not
going to talk to today, and it'swhat happens when you give
(13:51):
clinical choices to people thathave no clue what the heck
they're talking about.
When it comes to somethingclinical, right, it doesn't
apply when you say vanilla orcookies and cream, ice cream
what do you want?
Tuesday or Thursday on ourschedule?
What do you want?
The paradox of choice, that'snot what it is.
People know the ice cream theylike, they know their schedule.
But the second you give choicesto people that don't know.
(14:13):
Squat outside of.
Hey, my friend wore braces, sothat's why I'm gonna use them.
Right, there's a way you haveto give the choice, and that is
gonna be a podcast that iscalled the Paradox of Choice.
That will be out someday, butit is something we talk about in
the exam course and with ourprivate clients that we coach,
and it's a very powerful from apsychological standpoint, how
(14:35):
you must give choices whenreally you shouldn't, because
you're giving them to peoplethat don't know what they're
talking about.
But you still got to givechoices because it's the right
thing to do.
You still got to give choicesbecause it's the right thing to
do, so you still educate, butthe education and the what you
want as an orthodontist becomesthe smaller version of the exam.
The major point is is sellingthem on what they want, and this
(14:55):
is a perfect example.
The clinical mindset wanted itto be so perfect that all the
clinician could think about wassurgery to get it perfect and
completely ignored what thatpatient really wanted.
What that patient really wantedwas a lifestyle change, their
confidence back, not to bebullied to get a better job, to
get a higher paying job.
There's so many differentdomino effects that you all have
(15:18):
in people's lives and there'sstill that mentality of I'm the
doctor and they're going to dowhat I want.
Well, welcome to 2024, 2025 andbeyond.
You still need to educate themand tell them, but only after
you've got them bought in to youbeing the place they want to
(15:40):
buy from for the want thatthey've told you they came in
for, and you can only do that ifyou know the lifestyle and all
the discovery piece that I talkabout.
But the lesson is not that.
The lesson is that perfect toyou is not perfect to the
customer you serve.
So this person would havewalked and maybe never got
orthodontic treatment or maybefound a place that would have
(16:01):
done what she wanted.
And that's the magic of thetechnology you have, that's the
magic of using the iTero scanner, that's the magic of
understanding the features andhow to use the features properly
when speak to them.
All the stuff that we teach.
And he got a start because heidentified the want and what
this person really wanted in thelifestyle and adjusted them.
(16:23):
And clinically.
I know what you all arethinking is that, ooh, that's
still hideous.
But you know what To this girl?
It transformed her life and youcan never forget that.
Don't let the pursuit ofclinical perfection sabotage
your entrepreneur and businesssuccess.
This is part one.
I'll be doing drips becausethere's tons more right.
You've got to differentiatebetween that clinical perfection
(16:45):
and that speed ofimplementation, business
entrepreneur that you must have,and I know it's not easy.
Everybody, I hope you enjoyedtoday, looking forward to more
series and topics and tips onthis particular topic.
Don't let that clinical pursuitof perfection sabotage your
business success.
Everybody, until next time.
We'll see you soon.
Bye-bye.
Hey everybody, welcome in to another edition of
the New Patient Group Podcast.
Brian Wright here.
Hope you are doing great andcoming off a wonderful weekend.
Have a great announcement wehave Invisalign Summit coming up
in Vegas.
It's right around the corner.
I want to make sure everybodyknows that I will be speaking
there.
It's a big honor because I amthe only non-clinical person
that has the honor of beinginvited to speak there.
(00:29):
It's going to be an amazingtopic all around the existing
patient experience reducingappointment times while
enhancing patient experience,increasing patient referrals all
about our message of how do youcreate fans, not customers, how
do you create fans, notpatients?
And it goes well beyond thefood, if you will, at a
restaurant, if they want fans,just like in your practice.
It goes well beyond the finalclinical result.
It's really all the intangibles, the non-clinical things that
go into when they show up totheir appointment.
(00:50):
How does it go?
How are you using videomarketing?
How are your assistantsspeaking chairside?
How are you enhancingcompliance by teaching
assistants very unique sales andhospitality fundamentals.
We really reimagine the entireexisting patient experience and
it skyrockets referrals.
It skyrockets five-star reviews, video testimonials.
Even the GPs will start sendingyou more business and we have a
(01:14):
really cool one for you thatI'm going to be talking about on
stage, and I can't wait to seeeverybody there.
So let's pack the house.
Podcast listeners, make sure tocome up and introduce
yourselves.
Let's have a great audience.
We'll have a great timetogether.
I get in Thursday nightishright around there.
I'll be there all day Friday,also leaving Saturday morning.
So if you want to get acocktail, go to dinner, just
(01:35):
catch up.
Talk business on Friday.
Make sure to come and find meUntil then.
We'll see everybody then andlet's get back to another
edition of the new patient grouppodcast.
Speaker 2 (01:53):
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.
Welcome to Season 7 of the NewPatient Group Audio Experience,
(02:13):
a podcast dedicated toforward-thinking doctors wanting
to learn innovative ways to runtheir business today so your
practice can achieve new heightstomorrow.
And now your host.
He's the founder and CEO of NewPatient Group, managing partner
of Right Chat and a trustedmotivational speaker for
Invisalign, orthophi and others,brian Wright.
Speaker 1 (02:40):
Hey, new Patient Group and Right Chat Nation.
Welcome inside the broadcastbooth.
Brian Wright here, welcome intoanother edition of the New
Patient Group podcast.
Hope you're doing great outthere.
People watching on YouTube heythere, appreciate your support.
Thumb this up for us.
Share this with your friendsand colleagues.
Get some dialogue going withsome comments down there.
We'd highly appreciate it Ifyou're listening and all the
major audio experiences outthere.
Hey there to you too.
(03:08):
As always, please give us anice five-star review.
Really, help us out and sharethis with your friends and
colleagues as well.
Going to be starting a newseries today and I like this.
I've said it, we're pretty deepnow into the new patient group,
the new format, but it's still,compared to the many seasons
we've been doing this, it'sstill new and I love it because
you can just take these littledrips here and there and create
these series, and this isanother one that I'm going to be
doing.
It's not going to be a series,that's in order, but it's going
to be an ongoing podcast, as Isee things, and I have plenty of
(03:32):
notes and ideas already tocreate these and, as today is
part one, it's going to be howyour clinical brain, how your
pursuit of perfection issabotaging your business, is
sabotaging your entrepreneursuccess and, make no mistake
about it, this is a real thing.
I see as part one today thatwe're going to be diving in, I
see a real disconnect betweenwe'll call it the left brain,
(03:55):
right brain today, we'll call itthe left brain, the clinical,
the right brain, the business,the entrepreneur, and they're at
odds all the time inside yourpractices, out there, because,
as you know, one of the keytraits of successful
entrepreneurs is speed ofimplementation.
Several podcasts are ones thatI've referenced this in the past
and plenty of more podcaststhat will be on that exact topic
(04:18):
is speed of implementation.
The quicker to screw it up thebetter.
Not because you quit, becauseyou figure out the screw-ups,
you communicate as a team, yourole-play the scenarios, you let
it pan out and then, by thetime that you've got it
perfected, or at least close tothat, the other person hasn't
(04:39):
even implemented it yet, becausethey're trying to get it all
perfect behind the scenes.
And that is never how you run abusiness.
That is one of the worst waysyou can run a business and that
is one of the things thecorporations can get away with,
but you as a small businessowner, you are dead.
If that's how you run it, allright, you cannot run it.
You have to be the first toimplement.
You can't run pilots and testsand all these things
(05:01):
corporations do.
You cannot do that as a smallbusiness owner.
Speed of implementation.
But then you've got thisclinical brain that is fighting
that entrepreneur, saying no, wecan't do this.
We've got to perfect it, justlike you would.
On clinical Like, if you'reimplementing a brand new knee
surgery, a new ACL technique or,for many of you out there,
(05:24):
orthodontists, you're switchingto a different type of bracket
system, maybe more digital,whatever it may be.
You're switching to a differenttype of bracket system, maybe
more digital, whatever it may be.
Or you're taking on a clearliner case.
It's a really tough case forthe first time and your brain,
clinically, you're not going.
Okay, the faster I dump intothis and screw it up, the better
.
Right, hopefully that's notwhat you're thinking.
Right, you've got to take yourtime.
(05:44):
You've got to get your properCE.
Ce.
You do have to perfect it inthe sense that you feel
confident that maybe, while notperfect, you're going to do a
good job as a clinician and havethat come out and benefit the
patient in their favor.
The challenge and this is a realproblem that many of you face
out there is that that mentalitywill crush your business and
(06:06):
the business mentality can crushyour clinical reputation at the
same time.
So you say, how do you balancethese?
And you've got to balance them,being very, very careful that
you provide that pursuit ofperfection, that mindset, to the
clinical side of your business.
Now, even that side, you canoverthink it and you can.
You know, if you want to domore clear aligners but you're
(06:28):
not clinically confident, youmay say to yourself oh God,
there's a patient in my chair.
I want to tell him clearaligners but I don't know how to
knock it out with that case.
So you default to what you'vealways done braces.
But at some point you do haveto just do a case.
Right, but leading up to that,like get some CE.
And the beauty is is that ifyou just jump into that case new
patient group customers youknow this is just in our
(06:49):
mastermind.
Like we have tons of highproducing, big name clear
aligner practices out therethat'll walk and guide you
through that.
So you kind of have clinicalcoaches just being a part of our
mastermind group out there.
But you get the point on how onecan screw the other and I want
to start today with giving youan example of exactly what I
(07:10):
mean.
So I was in a practice manyyears ago and I'm sitting in
there and one of the firstthings we do with our private
clients is I go in, we gothrough employee questionnaires
and roundtable discussions andit's a lot of really positive
stuff.
A lot of advancement is made.
Day one and the second half ofthe day I sit and watch, I hang
(07:32):
out in the exam room and takenotes and be my goofy self with
the patient and all of that.
And then I watch the doctorexam and time and time again you
kind of see the same salesmistakes, the same experience
mistakes, presentation mistakes.
So you kind of assume them.
But every now and then you seesomething that you haven't seen
(07:53):
before, and this was one that Ihadn't seen before.
Leading up to that is that a bigpart of what we teach in the
exam is how to use the iTeromachine, whatever scanner you
have, how to use all the tech tobe a tech forward showcase
practice and how to use thefeature, when to use the feature
, how to verbalize what featureyou have up, what is your
presentation, all of that stuffand how do you choreograph that?
(08:17):
And really there's like five orsix different types of exams
all of you face and that's agreat on-demand course that we
have that all of you should buy.
If you're not a customer, youshould get that very advanced
digital workflow Dr TC examcourse that teaches you how to
personalize each type of exambased on what you have in front
of you, because there'sdifferent scenarios.
(08:39):
So I'm sitting in there and I'mlistening to the TC, and TC is
one of the biggest things TCstruggle with is what we call
discovery.
It's the get to know, it'sdigging into the life.
It's what any good salespersondoes is ask questions, get the
prospect to talk, get theprospect to talk about
themselves and what does lifelook like and what do they do
(09:03):
for work?
And is there a dad involved asan example?
Okay, kiddo, what do you do?
And really digging into life tocreate this story of how busy,
how chaotic their life is, andalso find out just the emotional
side of things, if people arebeing bullied and things like
that.
Well, tc's really struggle withthat and so did this one.
(09:23):
So when she left to go get thedoctor, I became the TC and what
I found out and I actually hadthe girl in tears by the time
the doctor walked in because ofthe questions I was asking her.
She worked at Walmart and hadbeen bullied her whole life and
continues, as an adult, to bebullied and she has no
confidence and she doesn't andthis is something all of you
need to remember.
People love to talk numbers andmarketing and all that.
(09:47):
Really, the reason you reallyshould be getting better with
self-improvement, learning howto sell and stuff like that
better is because don't you wantto be the place that would
change a girl's life, like don'tyou want, don't you want to be
the place to change this girl'slife instead of her going
somewhere else?
And I mean, hopefully thatanswer is yes, because I mean
you could make a huge impact ona person like this.
(10:08):
They're scared to interviewbecause they have no confidence,
been bullied their whole life,and she's basically just telling
me like I'm planning on justgiving up in life, like this
just doesn't seem to be for meand I don't want to do it, and
blah, blah, blah the whole storyand I feel horrible for her,
and by asking these questions,though, I got the emotional side
to come out of her and what Iknew at that point.
(10:31):
So, when they brought up thescanner and showed her the
outcome simulation, the outcomesimulation was and it doesn't
always do this, but it wasreally good and she was
clinically as jacked up as youcan possibly imagine.
I mean, it was the very, verybad scenario.
So, not being a clinician butbeing around great ones for so
many years now I'm looking atthat and I'm going.
(10:53):
I think in my mind, of course,I'm saying this.
I think that the only wayyou're going to get this girl to
that outcome she's going tohave to be a surgical case.
So doctor walks in and has aconversation with Percival it
was really good Doctor walks inand has a conversation with
Percival it was really good andthen goes into yeah, to get you
(11:14):
to this, we're going to have todo surgery.
And I know and TC's listeningthis is why discovery is so
important, because I knew atthat moment, before the doctor
even walked in, I said to myselfif this is a surgery case,
there is not a chance ever thatthis girl is going to get
surgery before she goes on withortho treatment.
It's not going to happen and Iknew that because of the
(11:36):
bulliness and all the toughtimes she's gone through.
She's not going to go this,it's just not.
She's going to look at it andgo well, this isn't for me.
Well, sure enough, that'sexactly what happened.
Right, she was totally turnedoff by the message she.
She said this just isn't for meand Doc left and I chased him
down.
I said why don't you go back inthere?
Do me a favor.
I want you to hit the adjustoutcome button which, by the way
(12:01):
Doc's out there, is the numberone sales tool you have in your
practice.
If you know when to use it, howto use it, why to use it, it is
an impactful, impactful toolthat you have towards conversion
.
But you've got to know whatyou're doing.
You can't be clunky with it.
You've got to have the properverbiage skills, and that is all
something that we dive into inour exam course.
I tell the doctors go in there,hit the adjust outcome button
(12:24):
and do me a favor, move thoseteeth to where you think you can
get them if she chooses not todo surgery.
And, to his credit, he wascoachable, went in there and did
it.
And I told him I bet you shebuys if you do that.
And what happened?
She bought right there with asame day start.
And the lesson here.
And this is how your pursuit ofclinical perfection, your
(12:45):
clinical brain that wantseverything to be so perfect, how
it can sabotage your businesssuccess is that perfect to you
is oftentimes not perfect to thecustomer you serve.
This does not mean that youdon't educate, right.
It doesn't mean that doctorshouldn't have talked about jaw
surgery, right, but that nevershould have been the first
conversation.
The first conversation has tobe making sure this person is
(13:09):
happy with what they want.
And when you do that people,then and there's plenty of
podcasts in the future that willbe around this topic is that
how you get people to reallylisten to the need is first
selling them on what they trulywant, understanding their
lifestyle and what fits into it,because then, and only then,
(13:29):
will they listen and truly openup their ears to what it is they
actually need.
So it's not that you don'teducate about hey, we can make
this even better.
Here's how we do that, right,and then showing that simulation
and then talking about jawsurgery and giving them a choice
.
Now there's something calledparadox of choice that I'm not
going to talk to today, and it'swhat happens when you give
(13:51):
clinical choices to people thathave no clue what the heck
they're talking about.
When it comes to somethingclinical, right, it doesn't
apply when you say vanilla orcookies and cream, ice cream
what do you want?
Tuesday or Thursday on ourschedule?
What do you want?
The paradox of choice, that'snot what it is.
People know the ice cream theylike, they know their schedule.
But the second you give choicesto people that don't know.
(14:13):
Squat outside of.
Hey, my friend wore braces, sothat's why I'm gonna use them.
Right, there's a way you haveto give the choice, and that is
gonna be a podcast that iscalled the Paradox of Choice.
That will be out someday, butit is something we talk about in
the exam course and with ourprivate clients that we coach,
and it's a very powerful from apsychological standpoint, how
(14:35):
you must give choices whenreally you shouldn't, because
you're giving them to peoplethat don't know what they're
talking about.
But you still got to givechoices because it's the right
thing to do.
You still got to give choicesbecause it's the right thing to
do, so you still educate, butthe education and the what you
want as an orthodontist becomesthe smaller version of the exam.
The major point is is sellingthem on what they want, and this
(14:55):
is a perfect example.
The clinical mindset wanted itto be so perfect that all the
clinician could think about wassurgery to get it perfect and
completely ignored what thatpatient really wanted.
What that patient really wantedwas a lifestyle change, their
confidence back, not to bebullied to get a better job, to
get a higher paying job.
There's so many differentdomino effects that you all have
(15:18):
in people's lives and there'sstill that mentality of I'm the
doctor and they're going to dowhat I want.
Well, welcome to 2024, 2025 andbeyond.
You still need to educate themand tell them, but only after
you've got them bought in to youbeing the place they want to
(15:40):
buy from for the want thatthey've told you they came in
for, and you can only do that ifyou know the lifestyle and all
the discovery piece that I talkabout.
But the lesson is not that.
The lesson is that perfect toyou is not perfect to the
customer you serve.
So this person would havewalked and maybe never got
orthodontic treatment or maybefound a place that would have
(16:01):
done what she wanted.
And that's the magic of thetechnology you have, that's the
magic of using the iTero scanner, that's the magic of
understanding the features andhow to use the features properly
when speak to them.
All the stuff that we teach.
And he got a start because heidentified the want and what
this person really wanted in thelifestyle and adjusted them.
(16:23):
And clinically.
I know what you all arethinking is that, ooh, that's
still hideous.
But you know what To this girl?
It transformed her life and youcan never forget that.
Don't let the pursuit ofclinical perfection sabotage
your entrepreneur and businesssuccess.
This is part one.
I'll be doing drips becausethere's tons more right.
You've got to differentiatebetween that clinical perfection
(16:45):
and that speed ofimplementation, business
entrepreneur that you must have,and I know it's not easy.
Everybody, I hope you enjoyedtoday, looking forward to more
series and topics and tips onthis particular topic.
Don't let that clinical pursuitof perfection sabotage your
business success.
Everybody, until next time.
We'll see you soon.
Bye-bye.
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