September 3, 2024 • 18 mins
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Can the advice from your clinical peers actually be sabotaging your orthodontic or dental practice? Find out in this eye-opening episode of the New Patient Group audio experience with your host, Brian Wright. We explore the significant impact of peer influence on your business success and how to define the right type of practice—whether high-priced, low-priced, or somewhere in between. Learn how aligning your goals with your team's talent, culture, and digital marketing strategies can set you apart in a competitive market. You'll get actionable tips on how to cultivate a high-value practice that stands out in every patient interaction, ensuring long-term success.
Elevating your orthodontic practice to a high-end brand starts with mastering customer experience and team training. Brian Wright discusses why it's crucial to steer away from commoditized, low-price strategies and focus on creating a unique, value-driven experience. Discover the pitfalls of relying on pay-per-click ads and price discounts if your aim is to establish a premium practice. Through real-world examples, this episode provides a framework for attracting and converting high-dollar clients. Don't miss out on these insights that could transform your business approach and propel you to greater success.
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
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
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 2 (00:23):
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
(00:45):
of RightChat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 3 (00:55):
Hey, new Patient Group and RightChat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another edition ofthe New Patient Group podcast.
Youtube followers out there hey, there to you.
Thumb this video up for us.
Share it with your friends andcolleagues.
If you're listening on theaudio experience channels out
there, please do the same.
Share this with your friendsand colleagues.
Give us a nice five-star reviewas we continue to grow.
(01:16):
This wonderful cult followingwe have here with New Patient
Group and the podcast and, hey,everybody, shout out to the
customers, as always.
Thanks for your support andhope.
Everyone's doing great outthere.
We are diving in today is partone.
Now, this is not going to be anongoing series like the next
podcast that comes out.
It's not going to be part twoand then part three, but this is
going to be one that I do arepetitive podcast on, with
(01:38):
different examples of what I'mtalking about.
And what we're going to bediving into today is how your
clinical peers are sabotagingyour business and entrepreneur
success.
Now I want to first say thatthis is not something that I
believe anyone's doingintentionally.
It's not like your felloworthodontist, as an example, is
standing up on stage going.
Hmm, how can I ruin everybody'sbusiness?
(02:00):
Obviously that's not the case,right?
It's non-intentionally and Ithink it's done with the best of
intentions, thinking that theyare going to help.
But there's a business lessonthat I want you to take from
today that we're going to get to, as well as an example that I
talk about and I talk aboutseveral, but one of the ones I
talk about most on stage orinteracting with our coaching
customers is the one I'm goingto be talking about today, and
(02:24):
before we dive in, I wanteverybody to think about two
things.
I want to make two quick points.
One, what kind of business doyou want to be?
You've got to define this.
So residents we have a bigresidence listening audience out
there.
If you're in school and you'regoing to come out and you're
going to own your own practice,or you're going to go work for a
corporation for three yearsuntil you can own your own
(02:46):
practice, whatever it may be,what kind of business do you
want to be?
Do you want to be the highestdollar business in practice,
where, if I'm shopping aroundfor five places, you're going to
be the highest priced, or maybethe second highest priced If
you've been a practice out thereforever.
Maybe you're striving to be thehighest priced, right.
Maybe you're a business, you'rea practice and you're thinking
(03:10):
to yourself I don't want that.
I want to be the lowest pricedand I realize I'm going to have
to make more sales and get morestarts and it's going to be more
of a quantity play.
But you know, I want to be thebest Western and then there's
somebody out there that you know.
Maybe you're thinking you wantto be the Marriott, that kind of
sits in between the BestWestern and the Ritz, and
there's no.
It's just like in sports right,there's several playbooks that
work, right.
But you've got to have theright talent to make the
(03:32):
playbook work the right coachingstaff, the right culture, et
cetera, et cetera.
And it's the same way withwhatever type business you want
to run out there.
If you want to be the highestpriced to lowest priced, you've
got to fill the room with theright talent.
You've got to.
You've got to do the rightdigital marketing, you have to
create the right culture, youhave to train your people the
right way that fits that modelright.
And that's where you've got tobe very, very careful whenever
(03:53):
you're out listening.
And this is I'm going to give anice example that I think is a
powerful example today.
But whenever you're out therelistening to your clinical peers
talk, you have to be verycognizant that the ones talking
on stage may not have thebusiness model that you want to
run.
All right, so that's point one,and you've always got to have
that on your mind.
(04:14):
Is the speaker that I'mlistening to?
Are they the model that I wantto run?
As an example, like with us,with New Patient Group, almost
everybody that follows us andand is a customer and enjoys,
you know, watching me speak andfollows us around the country or
the world for that matter.
Almost everybody is theMarriott or the Ritz or even
(04:35):
above right.
The messaging we have and that'sthat's what our model is
intended to do is it's intendedto teach all of you the recipe,
regardless if you're one of sixItalian restaurants, if you're
one of 10 plumbers, if you'reone of 20 realtors, if you're
one of five, six, sevenorthodontists within 10, 15
minutes.
There is a recipe, regardlessof the people business, people
(04:58):
over product, people overprocedure, like we talked,
regardless of what your productis orthodontics, food, et cetera
there is a recipe.
If you want to be a high dollarand you want to charge more
than the other two, three, four,five opinions.
There is a recipe to that,there is an art to that and
that's what we teach in thispodcast.
It's the culture you create,the commitment to uniquely
(05:21):
training your team and thedigital marketing content you
produce.
That's the recipe.
Those three things.
It's why New Patient Group doesthose three things under one
roof.
So that's our following andwhat you're listening to on this
podcast and our customers outthere.
What we teach is going to allowyou to charge more than the
other opinions while convertingat a higher level than those
(05:43):
other opinions.
It's going to allow you to makemore while seeing less.
It's going to allow you to beless stressful, less chaotic.
It's going to allow you to notneed as big of a team.
Those are the things that weteach here.
And if you're saying toyourself, well, I don't want
that, I want to be a low-priced,high-quantity got to make a ton
(06:06):
of sales, going to be bechaotic my whole life, if that's
what you want, that's fine.
That playbook can work.
Like I said, the best westernmakes a lot of money.
There's nothing wrong with it.
But what we teach on here mayor may not work for you, and I
proudly stand behind that,because it's important for you
all to know what we vision, whatwe envision for all of you out
there, and if that's somethingthat fits the model that you
(06:27):
vision, this is a beautifulmarriage.
You should be a customer, youshould be a podcast listener and
you probably should stay withus forever, because we're going
to continually help you year toyear.
So that's point one.
Point two I have done a podcaston this before and I talked
about the number one trade ofbillionaires and the number one
trade of billionaires.
Billionaires have a lot incommon and a lot of things their
(06:48):
entrepreneur brain does is verydifferent than the 99
percenters, and why more peopledon't look at what makes them
successful and go and grab thatand bring it into your business.
I'll never understand.
Well, one of those is that theyhave a coach.
Okay, that's the number onetrait of billionaires is they
have coaches.
Those coaches are there becausebillionaires want to be
(07:09):
challenged, they want to be heldaccountable.
They understand repetition iskey to the success.
That's what coaches do andthat's why coaches help people
right, not consultants, likewith New Patient Group.
We are coaches, we are acoaching company first and we do
all those things that I justdescribed.
But the trait in addition tothat coach with the billionaires
(07:31):
, the number one trait of thosecoaches is they come from
outside the bubble thatbillionaire exists in.
Like you take Richard Branson inthe airline industry, right,
he's not going to get a coachthat's a pilot or some you know,
or or a flight attendant or aCEO of of Airbus.
That's not where he's going.
(07:51):
That's the last thing he wants.
He wants to go get a coachthat's going to challenge him
and the airline industry tothink completely different.
Right, and that's why theforward thinkers are attracted
to us, because we come fromoutside the bubble and we look
at everything and flip it upsidedown and say this makes no
sense, right, so you want tolisten to your clinical peers,
but the challenge a lot of youhave out there is that's all you
(08:14):
do, you that the non-clinicalworld that you all live in.
You have to seek true expertsin those things and combine that
with your clinical peers.
That's when you have the bestof both worlds.
But here is the problem and hereis the point of part one.
There is a doctor that goesaround and he teaches doctorless
(08:37):
exams.
And I know doctorless exams canwork if you want to run a high
quantity, low priced, need a tonof sales in order to accomplish
whatever production goal thatyou have for your office.
On a month-to-month,year-to-year basis, they can
work.
Where they don't work is if youwant to be the Marriott or the
(08:58):
Ritz-Carlton or even abovebecause of the model you are
trying to run.
If you're a high quantity, likethis doctor is, you have to
think of ways like doctorlessexams, because you don't have
time to wine and dine.
People greet them right whenthey walk through the door.
Work on your culture, role playwith your team to have the
(09:20):
skill sets to create value soyou can charge more.
So this doctor does not tellpeople in the audience what his
business model is and thisdoctor, I know, will discount
his prices all the way down tothe bottom barrel to do whatever
it can to get a start right.
And again, there's nothingwrong with that business model.
I don't believe in it.
It's not something I coach to,but that doesn't mean that
(09:40):
there's nothing wrong with thatbusiness model.
I don't believe in it, it's notsomething I coach to, but that
doesn't mean that there'ssomething wrong with the
business model.
Again, going back, the BestWestern makes a ton of money,
but the Best Western is not themodel that I teach and I don't
wanna teach it.
I enjoy teaching high-levelexperiences so you can charge a
higher price and need lesspeople to hit and exceed the
goals that you want out of yourbusiness and out of your life.
(10:03):
So what happens is is theaudience is sitting there going,
wow, he really seems to havesuccess with these doctorless
exams.
And I know what happens becauseI have an example I'm going to
talk about here in just a second.
What happens is people leavethe event and they go back and
they try to do this.
And we had a customer.
(10:23):
This was a long time ago.
I had an onsite and we're goingthrough the numbers and
wrapping up the day and I'mlooking at the numbers.
I'm like what's going on here?
Like the conversion was rollingthe last time we talked.
Things were growing, theconversions in the toilet, like
what happened over the course ofthe last couple of months?
Right?
And they said well, brian, wewent to an event and saw this
(10:44):
doctor talk about doctorlessexams, so we came back and
implemented it and first of allI told him well, being your
coach, that's something youshould have run by me.
They're like yeah, we messedthat one up.
Sorry about that.
We don't know why we did it,but I told him, of course this
is going to tank your conversion, like again, you're the highest
(11:08):
price out of three, four, five,six opinions that people are
seeking.
Right, part of the content thatwe do for you with digital
marketing is all about theedification of why your
investment is in the doctor, notthe clear liner, not Invisalign
, not whatever, not braces.
Right, that tool only works ifyou invest in an awesome doctor.
Right, that tool doesn't workif you invest in a clinician
(11:30):
that's not good at it.
Right, we put your face allover social media with YouTube
videos.
You're doing the welcome video.
You know.
You're doing all theseunexpected hospitality things
that we teach.
Then people walk through thedoor and they're getting
edification in the TC room andalso the new patient call.
You're being edified andthere's value being created in
(11:50):
salesmanship using psychologyand verbiage skills, presence
all these things we teach.
And then all of a sudden,they're rushed in and out of
there and the doctor never evencomes in.
It doesn't work.
It doesn't work even kind ofokay If you want to be the
highest price in town everybody,brian, right, let's step away
(12:11):
from the podcast for a minuteand if you're a practice that
resonates with today's message,you want to be the highest
dollar in town.
Or maybe you already are, butyour conversion suffering.
Or maybe you want to go evenhigher with your price.
Maybe you're a practice that'slow price today and it intrigues
you and you want to charge ahigher price, but you're afraid
that you don't know how much tocharge or what's going to happen
(12:32):
to your conversion.
If you want to be that Marriottthat we talk about, or the
Ritz-Carlton or beyond, we'rethe company for you.
We have the expertise and therecipe of knowing how to install
an experience inside peoplefirst, businesses that convert
people at the highest possibledollars.
Look, all of you are dealingwith a commoditization of
(12:54):
orthodontics, of dentistry, etcetera.
If you want to be the highestpriced, there's a very specific
recipe.
You must follow that culture ofobsessing over your team and
your customer, that culture oftraining your people in a unique
way and constant learningenvironment and doing your
digital marketing a differentway.
We can help you reach whateverprice you want to charge.
(13:15):
We can get you there whileincreasing your conversion.
At the same time, we want tohelp you be less chaotic and
make more money, reduce youradvertising costs and invest it
in other areas of your practicethat are going to produce a
higher return and allow you tocharge that high dollar price
that we want everybody out thereto be.
If that sounds intriguing toyou, click on that Calendly link
(13:38):
in the podcast descriptionbelow.
Set up a 15 to 30 minutebusiness consultation with us,
and we look forward to coming inand doing an onsite workshop or
having you work with us monthto month on a private coaching
basis or doing our digitalmarketing Our video marketing is
very powerful and other digitalmarketing we do to help you
charge more as well, and we lookforward to you becoming a new
(13:59):
patient group customer.
Now let's get back to today'spodcast.
Now can you learn, as a doctor,how to get in and out of there
quicker while offering a lot ofvalue and making people feel
special?
Absolutely, it's one of thethings we teach.
So there's a way to spend five,six, seven minutes with
somebody and make them feel evenmore special than if you spent
(14:20):
30 minutes with them and didn'tsay and do the right thing.
So of course, you want to beefficient, but you're not being
in there at all.
It does not work If you want tobe the high end brand that
you're claiming you want to be.
This is why the conversion tank, this is why I've seen it in
countless practices that want tobe the high dollar where they
implement this it tanks and thisdoctor.
(14:41):
I've got another example ofsomething else that he teaches
as well that I'm going to do asanother example on another
podcast for another time.
But everybody out there, thelesson today again, it's not
that anyone's doing this withintent.
They're doing itunintentionally, because I don't
think it even crosses theirmind that by teaching these
(15:03):
things, they also need to sayhey, everybody, look, I've got a
great idea for you, right?
And this idea works really wellfor us.
And one of the reasons it worksreally well for us is that if
you shop five practices in ourarea, we're the lowest priced,
right, and we're willing tonegotiate down to whatever price
point it takes to get a startright.
(15:24):
That's a big part of ourbusiness model and it's
important audience for you allto understand.
That's the model.
So if you're that model andyou're running that currently
and you're doing a lot ofpay-per-click ads and you're
driving in price shoppers which,off the cuff for everybody out
there.
If you want to be a high-endbrand, you better cut the
pay-per-click crap off.
Like you can't be doing pricediscount ads and low down
(15:46):
payment ads and all this stuff,because you're going to drive in
from the time they call to thetime they show up to the time
they do everything.
You're driving in somebody thatwants a cheap price, right
Digital marketing, and this iswhat's on our brains all the
time.
Digital marketing has to bedone different If you're a
practice that wants to chargehigh dollar versus a practice
that wants to be the lowest costor the second lowest cost.
(16:08):
How you train your people hasto be different.
If you want to be the highestcost versus the lowest cost, the
culture you have obsessing overyour team and your customer has
to be different than if you'rethe lowest cost.
High quantity, and I hope thatmakes sense to everybody out
there.
But the only point today is isyou got to watch who's on stage
and I proudly sit behind thismic and tell everybody out there
(16:31):
we want to help the people thatare high dollar.
We want to help the people thatwant to be high dollar, or
you're already at high dollarand you want to be a higher
dollar practice or just converthigher than you currently are.
That's what we teach, and thisstuff works so well.
Is it going to destroy a lowprice practice?
Of course not.
I think treating people in anunexpected way always works, but
(16:54):
doing it the way we teach,you've got to have time to do it
, and you can't have time ifyou've got to have 15 times the
amount of patients walkingthrough your door to make the
same amount of money, the timegoes away, the chaos increases.
You get the point.
So watch out everybody.
When you're hearing yourclinical peers discuss things,
(17:15):
you have to be very forwardthinking and that you've got to
understand.
Does this fit the businessmodel that I want to run?
It's a very important businesslesson today that you must take
to heart, and the other one isis you've got to go outside your
bubble to seek expertise thatcan truly make you unique.
(17:35):
When people are shopping aroundevery interaction that you have
with them, they must see oh,this is different than the other
place.
Oh, this is different than theother place.
Oh, this is different than theother place.
Oh, this is different than theother place, right?
So take away what you learnedtoday.
I think it's very importantthat you shift your mindset into
understanding that what's beingtaught must fit your business
(17:55):
model.
I hope everybody enjoyed partone of this series.
We'll be back with part two, Idon't know when, right, but I'm
going to drip these over thecourse of time because there is
tons and tons of examples that Isee that clinical peers out
there are sabotaging yourbusiness Again, not
intentionally whatsoever.
They have the best intentions,but I see them hurting you out
(18:15):
there and you need to go in withthis business mindset that I
taught you today.
Hope everybody enjoyed today.
We'll be back with anotherepisode soon.
Talk to everybody later.
Bye-bye.
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 2 (00:23):
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
(00:45):
of RightChat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 3 (00:55):
Hey, new Patient Group and RightChat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another edition ofthe New Patient Group podcast.
Youtube followers out there hey, there to you.
Thumb this video up for us.
Share it with your friends andcolleagues.
If you're listening on theaudio experience channels out
there, please do the same.
Share this with your friendsand colleagues.
Give us a nice five-star reviewas we continue to grow.
(01:16):
This wonderful cult followingwe have here with New Patient
Group and the podcast and, hey,everybody, shout out to the
customers, as always.
Thanks for your support andhope.
Everyone's doing great outthere.
We are diving in today is partone.
Now, this is not going to be anongoing series like the next
podcast that comes out.
It's not going to be part twoand then part three, but this is
going to be one that I do arepetitive podcast on, with
(01:38):
different examples of what I'mtalking about.
And what we're going to bediving into today is how your
clinical peers are sabotagingyour business and entrepreneur
success.
Now I want to first say thatthis is not something that I
believe anyone's doingintentionally.
It's not like your felloworthodontist, as an example, is
standing up on stage going.
Hmm, how can I ruin everybody'sbusiness?
(02:00):
Obviously that's not the case,right?
It's non-intentionally and Ithink it's done with the best of
intentions, thinking that theyare going to help.
But there's a business lessonthat I want you to take from
today that we're going to get to, as well as an example that I
talk about and I talk aboutseveral, but one of the ones I
talk about most on stage orinteracting with our coaching
customers is the one I'm goingto be talking about today, and
(02:24):
before we dive in, I wanteverybody to think about two
things.
I want to make two quick points.
One, what kind of business doyou want to be?
You've got to define this.
So residents we have a bigresidence listening audience out
there.
If you're in school and you'regoing to come out and you're
going to own your own practice,or you're going to go work for a
corporation for three yearsuntil you can own your own
(02:46):
practice, whatever it may be,what kind of business do you
want to be?
Do you want to be the highestdollar business in practice,
where, if I'm shopping aroundfor five places, you're going to
be the highest priced, or maybethe second highest priced If
you've been a practice out thereforever.
Maybe you're striving to be thehighest priced, right.
Maybe you're a business, you'rea practice and you're thinking
(03:10):
to yourself I don't want that.
I want to be the lowest pricedand I realize I'm going to have
to make more sales and get morestarts and it's going to be more
of a quantity play.
But you know, I want to be thebest Western and then there's
somebody out there that you know.
Maybe you're thinking you wantto be the Marriott, that kind of
sits in between the BestWestern and the Ritz, and
there's no.
It's just like in sports right,there's several playbooks that
work, right.
But you've got to have theright talent to make the
(03:32):
playbook work the right coachingstaff, the right culture, et
cetera, et cetera.
And it's the same way withwhatever type business you want
to run out there.
If you want to be the highestpriced to lowest priced, you've
got to fill the room with theright talent.
You've got to.
You've got to do the rightdigital marketing, you have to
create the right culture, youhave to train your people the
right way that fits that modelright.
And that's where you've got tobe very, very careful whenever
(03:53):
you're out listening.
And this is I'm going to give anice example that I think is a
powerful example today.
But whenever you're out therelistening to your clinical peers
talk, you have to be verycognizant that the ones talking
on stage may not have thebusiness model that you want to
run.
All right, so that's point one,and you've always got to have
that on your mind.
(04:14):
Is the speaker that I'mlistening to?
Are they the model that I wantto run?
As an example, like with us,with New Patient Group, almost
everybody that follows us andand is a customer and enjoys,
you know, watching me speak andfollows us around the country or
the world for that matter.
Almost everybody is theMarriott or the Ritz or even
(04:35):
above right.
The messaging we have and that'sthat's what our model is
intended to do is it's intendedto teach all of you the recipe,
regardless if you're one of sixItalian restaurants, if you're
one of 10 plumbers, if you'reone of 20 realtors, if you're
one of five, six, sevenorthodontists within 10, 15
minutes.
There is a recipe, regardlessof the people business, people
(04:58):
over product, people overprocedure, like we talked,
regardless of what your productis orthodontics, food, et cetera
there is a recipe.
If you want to be a high dollarand you want to charge more
than the other two, three, four,five opinions.
There is a recipe to that,there is an art to that and
that's what we teach in thispodcast.
It's the culture you create,the commitment to uniquely
(05:21):
training your team and thedigital marketing content you
produce.
That's the recipe.
Those three things.
It's why New Patient Group doesthose three things under one
roof.
So that's our following andwhat you're listening to on this
podcast and our customers outthere.
What we teach is going to allowyou to charge more than the
other opinions while convertingat a higher level than those
(05:43):
other opinions.
It's going to allow you to makemore while seeing less.
It's going to allow you to beless stressful, less chaotic.
It's going to allow you to notneed as big of a team.
Those are the things that weteach here.
And if you're saying toyourself, well, I don't want
that, I want to be a low-priced,high-quantity got to make a ton
(06:06):
of sales, going to be bechaotic my whole life, if that's
what you want, that's fine.
That playbook can work.
Like I said, the best westernmakes a lot of money.
There's nothing wrong with it.
But what we teach on here mayor may not work for you, and I
proudly stand behind that,because it's important for you
all to know what we vision, whatwe envision for all of you out
there, and if that's somethingthat fits the model that you
(06:27):
vision, this is a beautifulmarriage.
You should be a customer, youshould be a podcast listener and
you probably should stay withus forever, because we're going
to continually help you year toyear.
So that's point one.
Point two I have done a podcaston this before and I talked
about the number one trade ofbillionaires and the number one
trade of billionaires.
Billionaires have a lot incommon and a lot of things their
(06:48):
entrepreneur brain does is verydifferent than the 99
percenters, and why more peopledon't look at what makes them
successful and go and grab thatand bring it into your business.
I'll never understand.
Well, one of those is that theyhave a coach.
Okay, that's the number onetrait of billionaires is they
have coaches.
Those coaches are there becausebillionaires want to be
(07:09):
challenged, they want to be heldaccountable.
They understand repetition iskey to the success.
That's what coaches do andthat's why coaches help people
right, not consultants, likewith New Patient Group.
We are coaches, we are acoaching company first and we do
all those things that I justdescribed.
But the trait in addition tothat coach with the billionaires
(07:31):
, the number one trait of thosecoaches is they come from
outside the bubble thatbillionaire exists in.
Like you take Richard Branson inthe airline industry, right,
he's not going to get a coachthat's a pilot or some you know,
or or a flight attendant or aCEO of of Airbus.
That's not where he's going.
(07:51):
That's the last thing he wants.
He wants to go get a coachthat's going to challenge him
and the airline industry tothink completely different.
Right, and that's why theforward thinkers are attracted
to us, because we come fromoutside the bubble and we look
at everything and flip it upsidedown and say this makes no
sense, right, so you want tolisten to your clinical peers,
but the challenge a lot of youhave out there is that's all you
(08:14):
do, you that the non-clinicalworld that you all live in.
You have to seek true expertsin those things and combine that
with your clinical peers.
That's when you have the bestof both worlds.
But here is the problem and hereis the point of part one.
There is a doctor that goesaround and he teaches doctorless
(08:37):
exams.
And I know doctorless exams canwork if you want to run a high
quantity, low priced, need a tonof sales in order to accomplish
whatever production goal thatyou have for your office.
On a month-to-month,year-to-year basis, they can
work.
Where they don't work is if youwant to be the Marriott or the
(08:58):
Ritz-Carlton or even abovebecause of the model you are
trying to run.
If you're a high quantity, likethis doctor is, you have to
think of ways like doctorlessexams, because you don't have
time to wine and dine.
People greet them right whenthey walk through the door.
Work on your culture, role playwith your team to have the
(09:20):
skill sets to create value soyou can charge more.
So this doctor does not tellpeople in the audience what his
business model is and thisdoctor, I know, will discount
his prices all the way down tothe bottom barrel to do whatever
it can to get a start right.
And again, there's nothingwrong with that business model.
I don't believe in it.
It's not something I coach to,but that doesn't mean that
(09:40):
there's nothing wrong with thatbusiness model.
I don't believe in it, it's notsomething I coach to, but that
doesn't mean that there'ssomething wrong with the
business model.
Again, going back, the BestWestern makes a ton of money,
but the Best Western is not themodel that I teach and I don't
wanna teach it.
I enjoy teaching high-levelexperiences so you can charge a
higher price and need lesspeople to hit and exceed the
goals that you want out of yourbusiness and out of your life.
(10:03):
So what happens is is theaudience is sitting there going,
wow, he really seems to havesuccess with these doctorless
exams.
And I know what happens becauseI have an example I'm going to
talk about here in just a second.
What happens is people leavethe event and they go back and
they try to do this.
And we had a customer.
(10:23):
This was a long time ago.
I had an onsite and we're goingthrough the numbers and
wrapping up the day and I'mlooking at the numbers.
I'm like what's going on here?
Like the conversion was rollingthe last time we talked.
Things were growing, theconversions in the toilet, like
what happened over the course ofthe last couple of months?
Right?
And they said well, brian, wewent to an event and saw this
(10:44):
doctor talk about doctorlessexams, so we came back and
implemented it and first of allI told him well, being your
coach, that's something youshould have run by me.
They're like yeah, we messedthat one up.
Sorry about that.
We don't know why we did it,but I told him, of course this
is going to tank your conversion, like again, you're the highest
(11:08):
price out of three, four, five,six opinions that people are
seeking.
Right, part of the content thatwe do for you with digital
marketing is all about theedification of why your
investment is in the doctor, notthe clear liner, not Invisalign
, not whatever, not braces.
Right, that tool only works ifyou invest in an awesome doctor.
Right, that tool doesn't workif you invest in a clinician
(11:30):
that's not good at it.
Right, we put your face allover social media with YouTube
videos.
You're doing the welcome video.
You know.
You're doing all theseunexpected hospitality things
that we teach.
Then people walk through thedoor and they're getting
edification in the TC room andalso the new patient call.
You're being edified andthere's value being created in
(11:50):
salesmanship using psychologyand verbiage skills, presence
all these things we teach.
And then all of a sudden,they're rushed in and out of
there and the doctor never evencomes in.
It doesn't work.
It doesn't work even kind ofokay If you want to be the
highest price in town everybody,brian, right, let's step away
(12:11):
from the podcast for a minuteand if you're a practice that
resonates with today's message,you want to be the highest
dollar in town.
Or maybe you already are, butyour conversion suffering.
Or maybe you want to go evenhigher with your price.
Maybe you're a practice that'slow price today and it intrigues
you and you want to charge ahigher price, but you're afraid
that you don't know how much tocharge or what's going to happen
(12:32):
to your conversion.
If you want to be that Marriottthat we talk about, or the
Ritz-Carlton or beyond, we'rethe company for you.
We have the expertise and therecipe of knowing how to install
an experience inside peoplefirst, businesses that convert
people at the highest possibledollars.
Look, all of you are dealingwith a commoditization of
(12:54):
orthodontics, of dentistry, etcetera.
If you want to be the highestpriced, there's a very specific
recipe.
You must follow that culture ofobsessing over your team and
your customer, that culture oftraining your people in a unique
way and constant learningenvironment and doing your
digital marketing a differentway.
We can help you reach whateverprice you want to charge.
(13:15):
We can get you there whileincreasing your conversion.
At the same time, we want tohelp you be less chaotic and
make more money, reduce youradvertising costs and invest it
in other areas of your practicethat are going to produce a
higher return and allow you tocharge that high dollar price
that we want everybody out thereto be.
If that sounds intriguing toyou, click on that Calendly link
(13:38):
in the podcast descriptionbelow.
Set up a 15 to 30 minutebusiness consultation with us,
and we look forward to coming inand doing an onsite workshop or
having you work with us monthto month on a private coaching
basis or doing our digitalmarketing Our video marketing is
very powerful and other digitalmarketing we do to help you
charge more as well, and we lookforward to you becoming a new
(13:59):
patient group customer.
Now let's get back to today'spodcast.
Now can you learn, as a doctor,how to get in and out of there
quicker while offering a lot ofvalue and making people feel
special?
Absolutely, it's one of thethings we teach.
So there's a way to spend five,six, seven minutes with
somebody and make them feel evenmore special than if you spent
(14:20):
30 minutes with them and didn'tsay and do the right thing.
So of course, you want to beefficient, but you're not being
in there at all.
It does not work If you want tobe the high end brand that
you're claiming you want to be.
This is why the conversion tank, this is why I've seen it in
countless practices that want tobe the high dollar where they
implement this it tanks and thisdoctor.
(14:41):
I've got another example ofsomething else that he teaches
as well that I'm going to do asanother example on another
podcast for another time.
But everybody out there, thelesson today again, it's not
that anyone's doing this withintent.
They're doing itunintentionally, because I don't
think it even crosses theirmind that by teaching these
(15:03):
things, they also need to sayhey, everybody, look, I've got a
great idea for you, right?
And this idea works really wellfor us.
And one of the reasons it worksreally well for us is that if
you shop five practices in ourarea, we're the lowest priced,
right, and we're willing tonegotiate down to whatever price
point it takes to get a startright.
(15:24):
That's a big part of ourbusiness model and it's
important audience for you allto understand.
That's the model.
So if you're that model andyou're running that currently
and you're doing a lot ofpay-per-click ads and you're
driving in price shoppers which,off the cuff for everybody out
there.
If you want to be a high-endbrand, you better cut the
pay-per-click crap off.
Like you can't be doing pricediscount ads and low down
(15:46):
payment ads and all this stuff,because you're going to drive in
from the time they call to thetime they show up to the time
they do everything.
You're driving in somebody thatwants a cheap price, right
Digital marketing, and this iswhat's on our brains all the
time.
Digital marketing has to bedone different If you're a
practice that wants to chargehigh dollar versus a practice
that wants to be the lowest costor the second lowest cost.
(16:08):
How you train your people hasto be different.
If you want to be the highestcost versus the lowest cost, the
culture you have obsessing overyour team and your customer has
to be different than if you'rethe lowest cost.
High quantity, and I hope thatmakes sense to everybody out
there.
But the only point today is isyou got to watch who's on stage
and I proudly sit behind thismic and tell everybody out there
(16:31):
we want to help the people thatare high dollar.
We want to help the people thatwant to be high dollar, or
you're already at high dollarand you want to be a higher
dollar practice or just converthigher than you currently are.
That's what we teach, and thisstuff works so well.
Is it going to destroy a lowprice practice?
Of course not.
I think treating people in anunexpected way always works, but
(16:54):
doing it the way we teach,you've got to have time to do it
, and you can't have time ifyou've got to have 15 times the
amount of patients walkingthrough your door to make the
same amount of money, the timegoes away, the chaos increases.
You get the point.
So watch out everybody.
When you're hearing yourclinical peers discuss things,
(17:15):
you have to be very forwardthinking and that you've got to
understand.
Does this fit the businessmodel that I want to run?
It's a very important businesslesson today that you must take
to heart, and the other one isis you've got to go outside your
bubble to seek expertise thatcan truly make you unique.
(17:35):
When people are shopping aroundevery interaction that you have
with them, they must see oh,this is different than the other
place.
Oh, this is different than theother place.
Oh, this is different than theother place.
Oh, this is different than theother place, right?
So take away what you learnedtoday.
I think it's very importantthat you shift your mindset into
understanding that what's beingtaught must fit your business
(17:55):
model.
I hope everybody enjoyed partone of this series.
We'll be back with part two, Idon't know when, right, but I'm
going to drip these over thecourse of time because there is
tons and tons of examples that Isee that clinical peers out
there are sabotaging yourbusiness Again, not
intentionally whatsoever.
They have the best intentions,but I see them hurting you out
(18:15):
there and you need to go in withthis business mindset that I
taught you today.
Hope everybody enjoyed today.
We'll be back with anotherepisode soon.
Talk to everybody later.
Bye-bye.
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