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What if you could transform your business into a customer-centric powerhouse, delighting customers and boosting your bottom line? Our latest episode offers the blueprint for creating exceptional customer experiences that keep customers coming back for more. We tackle the crucial question every business owner must ask: "How do I get what I want from my team and customers while delivering unexpected experiences?" You'll learn how to foster a customer-obsessed culture, sharpen your leadership skills, and invest in continuous improvement to thrive in any economic climate. Plus, discover how superior presentations and experiences can maximize your customer conversion rates and cash flow.
Personalized digital marketing is not just a trend; it's a game-changer. We break down the tremendous benefits of crafting unique, professional content over relying on generic, template-driven strategies. Hear about the importance of outstanding site speed and how it meets Google's stringent standards. Our discussion emphasizes the power of word-of-mouth marketing and customer retention, and how our custom web development solutions ensure client satisfaction and loyalty. With a focus on engaging video content and platforms like TikTok, we reveal how embracing these trends can set your practice apart and drive measurable business growth.
Finally, we shed light on the pitfalls of finite-minded decision-making driven by cost-cutting and its impact on hiring less effective marketing companies. Learn why investing in high-quality content, innovative strategies, and superior experiences is ultimately more cost-effective. We also discuss the interconnectedness of business culture, leadership, and personal relationships in enhancing employee performance and customer satisfaction. From employing digital tools like the iTero scanner to adopting a hospitality mindset for a high-end orthodontic experience, this episode covers it all. Tune in to discover how to create an exceptional, customer-centric practice that stands out from the competition.
New Patient Group -
Transforming culture, training and digital marketing practices by implementing life changing experiences for you, your team and your patients. We believe experience is the key to increasing new patients, sales, conversion, compliance, cash flow, referrals and more. We believe experience is the key to reducing stress, chaos, advertising costs, employee turnover and more. Whatever it is you want, whatever it is you desire, we believe experience will help you achieve it.
We are the patient experience company and we revolutionize practices by transforming their culture, their employees and their digital marketing. By combining these three services together it creates a powerful force that works in harmony to achieve what you want by delivering employees and patients more than they would have ever expected.
Choose any service individually or become a private client and achieve your best year ever or your money back .. Guaranteed. Private clients combine all three services (Leadership & Culture, Team Training, Digital Marketing) together to take over their community and leave their "competition" in the dust!
Trusted by the Best Doctors: Jep Paschal, John Graham, Regina Blevins, Alyssa Carter, Jamie Reynolds, Stu Frost, David Boschken, Donna Galante, Boyd Whitlock, Bob Skopek, Byrn Cooper, Sean Carlson and Many More!
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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 costs.
Check More personal andfinancial freedom.
Ah, check, all right.
Business checklist completed.
Let the takeoff roll begin.
(00:23):
Welcome to season seven of thenew patient group audio
experience, a podcast dedicatedto forward thinking doctors
wanting to learn innovative waysto run their business today so
your practice can achieve newheights 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, orthophy and others,brian Wright.
Speaker 2 (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.
Man, oh man.
This year is rolling by.
We are now into the month ofjuly.
I'm a little bit behind.
My goal was to finish thisthree-part series we're doing
and today will be the third part, and we'll wrap it up on this
series that we're into.
More on that in just a second.
(01:16):
But, my goodness gracious, I Iapologize that I didn't get this
one into last month.
Really, today, my goal was getDr Mark Olson's and my national
webinar.
That was our second firesidechat.
That was my goal to get thatlaunched today.
So we're going to probably pushthat either to later this month
or into August.
What I don't want to do I'veheard from a couple of you that
(01:37):
we changed the podcast formatand now there's more coming at
you.
I don't want to send out toomuch, so I think what I would
like to do after today mostlikely what this is going to be
is, like I said, we're going towrap up this customer service
series.
In May we started it and it wasa four-part series that talked
about, first of all, what iscustomer service?
(01:59):
If you have not listened tothat, please go back and listen
to that part one and then listento all those that month.
Then we're coming off a serieslast month that talked about
okay, now, how do you achieve it?
All, right, In May, it was thethree ways.
You know you are achieving itlast month and then now we're
wrapping it up today is how doyou achieve it?
And this series, you know we'recoming off.
(02:21):
It's all about a mindset.
I think, as a business owner,what you have to be doing
constantly is you've got toconstantly be going back and
asking a very simple question.
This question is not hard.
How you accomplish thisquestion is complicated.
It's complex.
Uh, but you can do it if youjust commit to the things that
we talk about on this podcast.
And and the question is is ishow do I get what I want from my
(02:44):
team, my employees, whiledelivering them unexpected
experiences along the way?
Right, Because those unexpectedexperiences and this is why the
definition of customer serviceyou getting what you want from
your customer or prospectivecustomer meanwhile, they believe
they receive more than theyexpected from you.
Right, that's a difficultdefinition to accomplish and
(03:05):
that is what we're in the middleof last month and this month
wrapping it up is how the heckdo you accomplish it?
All right, so remember thatdefinition, because that is the
definition the famous companiesgo by.
They are always saying tothemselves how do I get what I
want?
Okay, now let's choreograph andmap out the journey and let's
make sure that the consumer isgetting something more than they
(03:27):
would have expected via everyinteraction, that chapter of the
book of your business, if youwill.
So it's a difficult definition,but what you should always be
asking yourself is the same waySay, okay, what do I want from
my team?
Okay, ask yourself thatquestion.
Okay, now, how do I get that?
By delivering more than expected, right, and that's by improving
your leadership skills, alwaysstriving to create a better
(03:49):
culture.
Have a culture that's obsessedover the customer, not the data,
the finite data that you lookon the data sheet, investing and
improving your team.
Always be investing andimproving yourself.
If you just do that, everybody,you are going to kick butt,
regardless of economicconditions, regardless of the
(04:11):
unknown, regardless of theuncontrollables.
You're going to be fine If yourmindset is always on.
How do I deliver a betterexperience?
All right, and, like I said,it's complicated, not easy,
right?
The other piece, too, is you'reasking and you're going to get.
By asking that question, youare going to get more out of
your team.
There's no doubt You're goingto create a culture where the
great ones stay and thrive, thebad ones quit and leave, and
(04:33):
that's the sign, and if I'venever done one, I'm sure I will.
I mean, that's the truedefinition of a perfect culture,
in my opinion, right Now,there's more, of course, things
that go into a perfect culture,but that is the ultimate goal
(04:56):
that we all want as businessowners, as entrepreneurs, is
exactly that, is exactly that.
Now, the next one, the nextquestion you should be asking
yourself is how do I get what Iwant from my prospective
customers?
Right, your new patients thathaven't yet signed yet.
So again, I don't even likecalling it a new patient,
because they're not.
They're just some random Joe,random consumer out shopping
(05:17):
around.
That is a fact, and you need tolook at it that way, because if
you do, then you can askyourself okay, my goal is to get
people to buy from me at thehighest dollar.
Right, Because the higher I cancharge and the higher my
conversion and the higher thedown payment, not because the
down payment is required, right,but because you deliver a
presentation and experience thathelps you maximize your cash
(05:40):
flow, your money down at thetime of signed contract.
Your cash flow, your money downat the time assigned contract.
If you're always askingyourself, what do I want?
And then, in order to get there, what do we do to deliver an
unexpected experience at thatgiven moment in time?
And that's where last one wedid the culture, then we're
coming off.
Part two of this series isuniquely, or committing to
(06:01):
uniquely, training your team onhospitality, sales, verbiage,
presentation, overcomingobjections, handling complaints
and turning them into a positiveright, Compliance, discussions
with your assistants, chair sideor in front of mom, and those
are just the minimal things.
It goes so much more in depth.
It likes psychology, right.
(06:23):
Consumer psychology would be abig part of that, and whenever I
say that again, this happens tobe the first time you're tuning
in Consumer psychology isknowing what to say, when to say
it, how to say it and why tosay it right.
If you order your language andyou say things right, it is
amazing the impact that it canhave.
And you know nobody argues thata waiter who can present the
(06:47):
specials right.
A waiter that can present anduniquely make you the way they
make you feel about the winemenu.
A waiter that can uniquelypresent dessert right.
Nobody would ever argue thefact that of course that's going
to get a table to spend moremoney right.
In restaurant business, if youwant to maximize the dollar that
(07:09):
is being spent at every singletable, you've got to have
uniquely trained waiters.
But then you have to have aculture to back it up.
That is the roadmap to gettingwhat you want at a higher level
by delivering experiences thatare unexpected right.
So that was part one and two.
Today we're diving into aunique one.
Today is the third pillar ofexperience, the third pillar of
(07:31):
success, if you will.
That New Patient Group doesunder one roof, and I get a lot
of questions about why do you dodigital marketing, and I even
get questions like we didn'teven know you did it.
But I want you to go back tothe journey that the consumer
(08:11):
takes with you and you take withthem.
Digital marketing plays a hugerole in that.
For the obvious and I'm goingto talk today about some not so
obvious and I think once youhear it you're going to go damn,
okay, I can totally see that.
And digital marketing at thetime, people, whatever they see
an Invisalign commercial andthey hit at this moment, right,
they're going to look andthey're going to enter in
Invisalign, and they could enterin other terms, but the facts
(08:34):
are, Invisalign is entered inmore than any in orthodontics,
so they enter in Invisalign.
You have all these differentoptions come up, right.
You have all these differentoptions come up right, and
there's probably within a 10 to15 minute drive of that person's
workplace business, thatperson's house, the kid that
they their kid when they go topick up at school.
(08:54):
There's probably 10 differentchoices.
Just right, there, right.
So you ask yourself again right, what do you want?
Well, you want them to interacton your website.
You want them to interact inyour social media channels.
You want them to search in yourYouTube station, right?
You never.
What you want them to do isthen pick up the phone call
(09:14):
schedule with you or, if youhave an online form that they
can fill out, podcast for a.
Certainly, I want to talk aboutthat for those who are using
that.
I think it's a good idea.
Sometimes it can be a fabulousidea, but there is a very
specific process that you needto take in order to maximize
that process to make it work foryou.
Digital marketing can do all ofthat for you, but what you have
(09:49):
to ask then is how or what arewe doing with our digital
marketing that is offeringsomething unexpected, Because,
remember, you're not the onlywebsite they're going to hit,
you aren't the only social mediachannels they're likely to
check out, You're not the onlyYouTube station they're likely
to spend some time on, sothere's a whole host of these
things that you now have to go.
Okay, what can we do?
That's unexpected.
It's interesting.
My digital marketing team,which is so fabulous.
(10:11):
One of the things that isinteresting to me for a lot of
you out there the private,family-owned practice and how
you talk about the largercorporations and the lack of
clinical quality and they don'tcommit to the finest clinical
materials and they nickel anddime things for the pursuit of
profit and the results aren't asgood as yours, things like that
(10:33):
, For whatever reason.
This is totally off the cuff,but I think it's a valid point
is, you have to remember I getasked a lot of questions about.
You know, there's a lot of bignames out there and and just
like.
Just like in the coffee world,the big names are never the best
, right the Starbucks?
Starbucks is crap right Now.
There was a time whereStarbucks offered a very
(10:55):
unbelievably exceptionalexperience non coffee experience
but that's gone away.
But they are big and make a lotof money, but it's not because
of their quality whatsoever.
And the corporations are thesame way.
And in this industry, the peoplethat do digital marketing, the
big names out there.
There's an orthodontist thatowns one of them.
It just cracks me up whenpeople bring those names up.
(11:15):
They say how do they compare toyou?
I say not at all.
Like I'm never going to get onstage and call out specific
names, but call out specificnames.
But the big names are it'stemplate posts, it's blah social
media.
They don't do anything uniquewhatsoever outside of spending
hundreds of thousands of dollarsa year on marketing, and I'm
proud to say we build ourswithout marketing.
(11:38):
It's word of mouth.
It's when we do close somebody,they don't leave.
And they don't leave becausethey are getting the best of the
best of the best frompersonalized web development
from the ground up.
We don't use templates.
We ensure site speed isfantastic because that's still
the number one thing Google islooking for.
The professional contentwriting that we do is actually
(11:59):
real.
Like there's so many of thesebig names out there that are
doing cut and paste content ontoall of their sites, which is
the Google violation, and it'sjust.
They're nickel and dimingthings and, for whatever reason,
they get away with it.
I don't know if a lot of youout there you're not paying
attention, you don't know.
Look, you don't, you're notlooking for the differences.
But these big names, they'rejust.
They're just crap.
(12:45):
Like I'm just going to say it,like there's a time in my life
and my career in this businesswhere I probably would be more
politically correct, but thereality of the situation is, is
they're crap?
What on my website is goingbeyond offering something
unexpected compared to the otherfive they hit?
What is the content?
How's the word speaking to them?
Is there video interactions?
Are there beautiful videos andbios of my team on there so they
can get to know, like and trustus as they're shopping around
(13:06):
my social media channels?
51% this is what I was gettingat a minute ago my digital
marketing team, who is justunbelievable and so devoted to
the customer.
It's just ridiculous and I'm soproud we have a culture.
Because, just like that, becausejust like I tell everybody,
just like, when someone's buying, Invisalign or braces, whatever
the hell they're buying theinvestment is in you.
It's not the tool, it's thesame thing.
(13:28):
When you buy from us or you buyfrom another company, what
you're investing is what yourreal investment is is in the
leadership team, in the culturethey have.
Are they customer obsessed orare they nickel and diming
things for the sake of profit,to screw their customer?
The mindset of the CEO, all ofthat.
When you invest in us, that'swhat you're getting the best of
(13:48):
the best of everything.
And we are proud doesn't meanwe're perfect.
God knows we're not perfect.
You know if we've made mistakes, heck yeah, we've made mistakes
, but we learn from them, Right,and we're always looking five
years ahead to make sure ourcustomer is there way before
other people even decide to tryto get there.
And you know when you're, whenyou're in the.
(14:09):
We've never wanted to be knownfor a digital marketing company
because we're so far beyond thatand we use.
You know I was getting on, Ikeep getting on these little,
these little tangents.
But our digital marketing teamwhen we had MPG Iconic in the in
I do this podcast.
This past January they talkedabout a stat of 51% of Gen Z
(14:32):
women are doing searches via thevideo search on TikTok and I
like searching around and blah,blah, blah.
I go to practice after practice, after practice, after practice
, after practice.
There's nothing there, orthere's nothing there that's
unique, nothing there that'sgoing to really truly move the
needle and it just leaves such ahuge opportunity for all of you
(14:53):
, and this is one of those.
You know it's a leaky hole forfor all of you who aren't doing
video marketing, aren't doingvideo marketing on TikTok.
But it's one of those holesagain that when you print out
your practice managementsoftware data nowhere on there
does it say, well, you need todo seven more videos a week on
TikTok, or a month, or whatever.
You get the point right.
(15:14):
This goes back to the finiteversus infinite data.
The infinite data and theinfinite minded is going okay
again, what can I do?
That goes beyond for theconsumer.
What can I do?
That's unexpected at this givenmoment in time, as people shop
and that's how our brain works.
So all this leads me into.
You know, digital marketingplays such a unique opportunity.
(15:38):
If you get your brain off ofhow do I get more new patients?
How do I get more likes?
How do I get more of this?
How do I get more likes?
How do I get more of this?
How do I get more of this Like?
All of that matters and it'ssomething we as a company pay
very close attention to and itis on our list of goals.
But I'm going to paint apicture to you on why, the real
reason that that I wanteddigital marketing when I founded
(16:01):
this company 11 years ago, whyI wanted digital marketing to be
a piece of it.
So my brain has never been like,let's say, you want to grow and
you say, okay, I'm going to gotrain my TC.
Okay, great, that's somethingwe do.
Right?
Our digital workflow, exam flow, sales, fundamentals, all kinds
(16:24):
of consumer psychology big partof what we do as far as the TC
and doctor exam goes in digitalworkflow huge part.
But where my mind constantlygoes is is that doesn't maximize
anything, right?
What if we're able to loweryour no-shows 30% and increase
your treatment conversion 10% ontop of that right, or 20%, or
(16:45):
whatever the hell the number is?
So if we only increase yourconversion by 20%, we do great
for you, right?
That's an amazing increase.
You're happy you grew, but thenyou have all these new patient
no-shows.
So my mind is constantly goingokay, what if we looked at every
(17:06):
interaction, every piece ofthat consumer journey and all we
thought about was how do wegive the best possible
experience right?
Screw the numbers, forgetconversion, forget new patients,
forget everything Just at thismoment, right now.
What are they expecting whenthey schedule at a restaurant?
What are they schedule?
(17:27):
What are they expecting afterthey call a plumber?
What are they expecting as I'mshopping around looking for a
lawyer?
What are they?
What am I expecting after I Imake a reservation for the first
time at an italian restaurantfor my 30th wedding anniversary?
Like this is constantly goingthrough my brain.
Right, and when I walk throughsomebody's doors and too often
(17:50):
in business, because most peopleare finite minded we're letting
that data drive our decisions.
Not here with new patient groupor my other company, right chat
.
What drives our decisions iswhat can we do for the customer
today that we didn't doyesterday?
How can we challenge ourselvesthat everything we're teaching
there's a better way to do itright, Because the customer wins
(18:12):
whenever they invest in aleadership team and a culture of
an organization that has allthat.
A while back, I did a podcastaround why your digital
marketing is not producing theresults that you need, and the
whole premise of that podcast.
We had several comments around.
Hey, you caught me off guardwith this one.
The reason it's not is yourculture.
(18:32):
You will only succeed with yourdigital marketing if your
culture is right.
Otherwise, you're going to getthis.
We don't have enough time,right?
Ever heard of that one before?
Well, you don't have enoughtime because of the way you're
running your practice.
You're not using remotemonitoring, You're not doing
enough clear liners, You're notoutsourcing enough, whether it
be to us with New Patient Group,Mother Company, RightChat, a
company like ortho fi, et cetera.
(18:53):
Right, If you're chaotic insideyour doors and you say you
don't have enough time for stuff, well, that's you like that.
That's your leadership decisionis the CEO of your organization
, and I don't want to get toomuch in the weeds, but this is
why it's the same thing withpart two that I did with
training and I mentioned it.
(19:49):
No-transcript marketing workswhen you shoot content, when
your team is engaged shootingcontent.
It doesn't work with templateposts, with just this crap.
So many of you pay companiesout there to do and you most
likely did that because you'reso finite minded that when you
(20:10):
looked at paper, Because you'reso finite-minded that when you
looked at paper, one company waswhatever X amount every month
and the other company thatoffered experience and their
leadership team was better andthey did true personalized
content by delivering marketingassignments and held your hand
and coached you and actuallyproduced a high return on
(20:31):
investment on paper.
That company was why and it washigher, or sometimes
significantly more higher thanthe first one I mentioned and
therefore you think the secondone you can't afford, when in
actuality, the one on paperthat's cheaper is actually the
one that's more expensivebecause it has a leadership team
that sucks.
They don't know their customer,they're not constantly
(20:54):
innovating, they're not helpingyou make sure that your social
media channels, your YouTubestation, your website, your SEO
everything is unexpected to helpyou get what you want, you get
the point, but if you can't getyour heads off the freaking
paper and stop being finiteminded and move to be an
infinite minded leader, tocreate a culture of your
organization that obsesses overthe customer, a culture of your
(21:16):
organization that trains yourpeople like nobody will commit
to, and a culture in yourorganization that produces the
best digital marketing presencethere is.
You will kick butt, but youcan't do it if you can't get
your head out of the freakingpaper.
And whatever the numbers aretelling you, Stop it.
Be infinite minded and obsessover your customer and your
(21:36):
employees by giving them morethan expected.
And you can't give more thanexpected if you're nickel and
diming everything, thinkingthat's cheaper and tripping over
dollars to pick up pennies, andit goes back to the definition.
When you do that, you aren'tgoing to get what you want at a
higher level and you certainlyare not delivering more than
expected to people that areshopping around or the people
(21:57):
that have bought from you or thepeople that have scheduled from
you.
Your culture has to be right,your mindset and remember I
talked about it the leadershipand culture side.
I call it that, but there's somany things that go into that.
Like your, your, your spousalrelationship at home can affect
the leader you are at the work,which then in turn, affects the
culture.
And just on down the line, Likethere's so many, like one of
(22:21):
the girls that works for you atyour office, the guy she's
dating, and if he's, you know ifthe guy's a piece of crap and
beats her up as an example.
That's going to affect theculture in your office.
It's going to affect herperformance.
It's the same thing.
If team members are arguingLike, your customer will suffer.
You as a business owner willsuffer.
Your team will suffer.
It's all intertwined.
(22:43):
None of these that I'm talkingabout operate on their own at
all whatsoever, and digitalmarketing is the same way.
You've got to have the rightmindset to look at it from a
what can we do to go beyond?
What can we do to deliver morethan expected?
What can my practice do to be abetter experience company than
(23:03):
any people, business, which iseverybody they've ever dealt
with?
Get your head out of the ortho,dental, et cetera clouds Like
you hear me talk about all thetime.
Put your mind in a place ofwhat can I do to deliver a
better experience as analogbased photos and yanking their
cheeks apart at the new patientexperience.
Is that better than than afully digital workflow
(23:25):
showcasing all the differentways the itero scanner can help
convert through a betterexperience?
Of course the itero scanner isbetter, but a lot of you out
there have the mentality of youlike the photos, right, so you
like the photos, but the personyou're trying to get to buy from
you that is not anywhere closeto an unexpected experience
Doesn't mean you can't take them, Doesn't mean you can't use
(23:45):
them.
But the digital part of thebusiness is so much better, Like
as far as the digital scanner,that should be content you're
doing all over the place.
It should be something yourreceptionist edifies via the
pillar two that we talked aboutwith the training.
But it all goes back to theculture and the mindset of
delivering a beyond experience.
So, yes, it's about the qualityof the web designs and the
(24:06):
writing and the posts on socialmedia and all of this stuff.
Of course it is Just like.
It's definitely about thequality of your clinical work as
well.
But way beyond that, again,when a patient invests in you,
it's you as the doctor, yourleadership team, your commitment
to training your clinicalpeople, the non-clinical
experiences.
That's the real investment,Just like it is when you buy
(24:30):
from a company on the businessside to help your business so
your practice can thrive.
So when your mind is constantlyon better experiences,
unexpected experiences, somereally cool things start coming
to your mind that otherwise, orvery likely, never have happened
(24:50):
or would have happened or verylikely never have happened or
would have happened, and I wantto give you this as we dive in
with this piece in the digitalmarketing is that we have done
something that has become really, really popular.
Before, when I talked about theTikTok stuff, you know that is
a way to get more patients.
There's no doubt about it.
Like Gen Z is a fabulous targetmarket.
(25:11):
Fabulous target market.
That is a great for all of youout there.
You should be doing it Likeshould you be doing things to
get new customers, new patients?
Of course you should, which isobviously a big part of what we
do with our digital marketing.
And it's done again to make sure.
When they're checking fivewebsites, yours looks the best.
When they're checking fivewebsites, our professional
(25:33):
photography.
When we come on site, whatlooks the best when they're
checking five websites, ourprofessional photography.
When we come on site, whatlooks the best when they're
hitting Facebook and they'relooking around and boom, they
come across your practice.
You look the best that you'vegot the most five star reviews,
Like your brand.
Your logo looks impeccable.
Your YouTube station isinteractive.
Like you've got live camerafeeds coming from GoPros around
your assistant's heads.
Like there's so many wacky,crazy ideas we have, and why?
(25:55):
Because we're constantly sayinghow do we have our customers
kick the crap out of the otherpeople in their area, which
means we're constantly coming toour customers with new stuff,
better stuff, unique stuff,innovative stuff, to make sure
they're always ahead, andthrough that there's been a
couple of things that have comeup that have been really, really
(26:16):
cool, and this is why you'vegot to go back to how can you
advance your patient experience?
How can you advance youremployee experience?
We'll give you a couple of wayshere.
So, let's say, you schedule at arestaurant and it's your first
time.
You know you've got whatever.
Whatever you're going out witha couple of buddies, or it's
your your really important 50thwedding anniversary, whatever it
(26:37):
might be.
Think about at that givenmoment in time, all the times
you've scheduled for the firsttime at a restaurant.
Think about what happens, right, and these are the things, this
is the culture, this is themindset, this is where you have
to be and this is what you haveto install into your team's head
too, Because I can tell you, atevery restaurant you've ever
(26:59):
scheduled at, what you've gotwas is automated text reminders.
Right, you might've gotten anemail text or email reminder as
well.
That's what you get Now.
That's what you get inside theorthodontic environment as well,
Like you're going to get someemail reminders, You're going to
get some text message reminders.
You're going to get some emailthings sent.
(27:23):
Maybe a TC calls you.
You're going to get the samestuff.
And while there's nothing wrongwith it, what it proves in the
restaurant world, in the plumberworld, in the lawyer world, in
the realtor world, in your world, is that people's mind is not
on.
How do I get what I want?
(27:44):
By delivering more thanexpected and right now, what do
you want?
They've scheduled.
So now, what do you want?
You want them to get them toshow up.
You want them to get them toshow up.
You want them to get them to.
You want to get them showing upexcited.
You want to get them showing uppsychologically prepared to buy
, knowing this is the place.
I want to do it right.
(28:05):
And the psychology effect of thehalo effect is really, really
powerful, the psychology effectof a lot of stuff that we teach
around pre-suasion, pre-suasionis real man.
You know pre-suasion.
You know getting peopleempathetic and loyal to your
brand prior to trulyexperiencing it has as much, if
not more, impact on anything youwill ever do to get people to
(28:27):
say yes to treatment.
To the point where we are, tothe point where we are so
obsessed with making sure thepersuasion portion of that
consumer-patient journey setsyou apart so much from any place
they've ever dealt with.
I tell all of you, teach all ofyou, you're a people business
(28:48):
first.
But what I've realized recentlyis a lot of you out there don't
truly understand what weactually mean by that right, the
concierge job description thatwe have and the ortho coach,
transforming that jobdescription from just an
assistant to somebody thatactually moves the needle
forward in treatment, tohundreds of other things, never
(29:09):
letting anybody wait in thewaiting room, operating a
schedule that works in a waywhere people are greeted the
moment they walk through thedoor without any wait time.
I could go on and on, and on,and on, and on, and on and on
about what we mean by a peoplebusiness.
But when I say that we want toturn you into a high-level hotel
, that just happens to doorthodontics rather than hotel
(29:31):
rooms.
That's what we do.
Happens to do orthodonticsrather than hotel rooms.
That's what we do.
So when you go back to this.
What do you want in wantingthem to show up?
Show up excited, show uppsychologically prepared to buy?
There isn't a text message onthe planet that's going to get
that to happen.
There isn't an email on theplanet that's going to get that
to happen.
And TC's out there because manyof you do this that try to
(29:51):
spend their time calling thepatient prior to walking through
the door.
That's fine if you do that Nottrying to convince you not to,
but the reality is is likely, asI'm scheduling at three, four,
five places, other people aregoing to do that too.
(30:17):
Time pre-arrival strategyprocess.
Nothing is driving them towardsyou getting what you want by
delivering more than expected.
But what if you know?
Google owns YouTube, and theyhave for a long time, and they
had a vision years upon yearsago that eventually YouTube
would be the largest searchengine in the world.
So I'm sitting there knowingyou know, we're living in a
video society.
My mom's, like 72, lovesYouTube, watches videos on
Facebook, blah, blah.
So it's not just the youngergenerations, it's everybody.
(30:39):
So I say to myself okay, atthis moment in time, the call's
over right.
And again and I've talked toyou last time in part two, about
getting your head out of theorthodontic clouds, the dental
clouds, the whatever cloudsyou're in.
Forget it, Get out of there andget into hospitality.
That's why I want to use therestaurant examples and I'm
going to use it now.
What if you scheduled at arestaurant for the very first
(31:03):
time and all of a sudden, onyour phone from the YouTube
station came a video from thechef introducing himself,
talking about the culinaryschool, taking you through a
virtual tour of the kitchen,walking you through the garden
where they grow all of theirhomegrown, purely organic
(31:25):
vegetables and herbs and fruitsthat they use for the various
dishes, that they use for theirspecials, for their desserts?
You know what if, in that video, the CEO if it wasn't the chef
that owned the restaurant, itwas the owner that was on there
introducing himself to andtelling you thanks for spending
your time with us.
We look forward to meeting youand your family.
(31:47):
And maybe the head floormanager was on there and saying
hey, look, my name's Joe.
When you walk in, I'm going tobe the first to greet you, shake
your hand we know you have alot of choices out there and
thanks for dining with us.
And whether that wasprofessional.
Honestly, this is what I teachall of you is that done and is
(32:08):
way better than greatness thatsits on the shelf, right?
I love the saying is that crapimplemented well is better than
any great idea ever that sits onthe shelf and does nothing,
right?
So this is something that youcould just selfie yourself
tomorrow morning and startsending it out to every new
patient that ever schedules therest of your life.
Right?
(32:29):
Is it going to work as good?
No, but it sure as heck.
Better than a text message,right?
Our text message reminders is avideo that does a whole virtual
tour around the whole office.
It just says your appointmentstomorrow goes in the YouTube
station, just like the previousone.
The previous one is notpersonalized, it's one and done.
But see, what you're doing isyou're putting those on your
(32:50):
YouTube station.
You're coding them right Atleast that's what we do for our
customers and the coding pieceis huge because the description,
the coding, all that stuff hasto be right for Google to look
at it and go okay, we're goingto boost you up the search
rankings and see, by doing this,what's happening.
Well, you're delivering, at thismoment in time, something
that's unexpected, somethingthat they did not see coming,
(33:11):
Something that they did not seecoming, Something that likely no
people, business of any kind,ever has ever done.
And that's the mindset I needall of you to be in.
You're not in orthodontics.
You are not in orthodontics,Like.
The only people ever that couldthink something that remote
monitoring was bad is people inorthodontics.
There is no consumer on theplanet that would ever say no to
(33:33):
better clinical results, morepersonal attention at the
convenience of their familyschedule.
There's none of that that isn'tfreaking awesome, right?
And this is why, in anyhospitality business, your
service and product is secondaryNot that it doesn't have to be,
just it doesn't mean that it'snot as important to be as
awesome as it needs to be itdoes.
(33:53):
That's an ingredient, but it'sone ingredient to a huge puzzle.
And see, what I just did wasgive you one little tiny piece
of a much bigger thing that wedo with digital marketing on the
downtime.
See, my idea is let's usedigital marketing to pump out to
the people that have alreadyscheduled with us, to pump out
to the people that have alreadyscheduled with us, to pump out
to the people that have boughttreatment from us, because, as
(34:17):
we're getting all of these viewsand people are going back to
video and sending them back tothe youtube station and thumbing
up and making comments and allthis stuff.
Google's looking at you going,wow, that's awesome.
Right now, let's pump you upover on google.
Now some random joe searched inthe internet, comes across one
of those videos and says, damn,that's cool.
I'm going to pick up and callthis place and you've backdoored
(34:37):
your way in.
But you did it by going what isthe best experience at this
given moment in time?
For my perspective, customerright.
It wasn't about money, itwasn't about this, it wasn't
about that.
It was purely saying how can Iget what I want by delivering
(35:09):
them at this given moment intime, something that's
unexpected right, which is againthe definition.
This is why you have to goblack.
Company like New Patient Groupis these are the things.
When you invest in us, that ourbrains are doing for you.
You are going to kickeveryone's butt.
Sometimes it takes time.
You're like, oh my God, I gotto be patient.
Yes, you got to be patient.
That's called business.
(35:29):
That's called being anentrepreneur, Right, Right,
You've got to be consistent.
You've got to be heldaccountable.
All the things that aren'texciting but produce the most
exciting results.
And see also, too, forcomplaining about patient
compliance.
This is where my brain goes.
Ok, so you have a team ofclinical assistants and we'll
(35:53):
just use the Invisalign deliveryappointment, and what happens?
What's the norm?
We'll just use the Invisaligndelivery appointment, and what
happens?
What's the norm?
Well, the norm is, you know,they show up, they sit in your
waiting room and then you callthem back and you say, okay,
here's how to put on thealigners, here's how to take off
the aligners, here's how totake care of the aligners, and
(36:15):
you say your spiel.
And you say it every singletime, to every single start
appointment, over and over andover again, your whole career.
Meanwhile, you're lucky if anyone person you give that spiel
to remembers three percent ofwhat you say, because it's a lot
like remember when you go get acar and you get to the finance
(36:36):
people.
And there's exceptions to this.
Engineers would be one, my dadwas one when he was alive, but I
would not be the exception.
I fall into what I'm about todescribe, as do most people,
where you know the finance guyis telling you things and blah,
blah, blah, just like whatever.
You want to sign the papers youwant to get out.
All you can think about is thisbrand new shiny car you bought.
You can't freaking wait to godrive it and figure out all the
(36:56):
buttons and all the electronics,the tech.
This is what happens for all ofyou.
Yeah, I'm there to get myaligners.
They don't hear a freaking word, you say, and they're not
experts at that stuff.
So what happens?
You get compliance problems.
And there's a whole host ofother things that create the
compliance problem too how youhave that appointment, your
assistants not being trained onsales, hospitality, all the
(37:17):
things we teach.
I could go on and on and on, butfor today's purposes.
Now, how does digital marketingfit into that?
Right?
What do we want?
Well, one of the things youshould want is to streamline
your start appointments rightNow.
How do we get the startappointments down at least 10
minutes?
Our customers, the ones thathave implemented this well, are
down 10 to 15, right, but theexperience is better on top of
(37:39):
it.
So you say to yourself we livein a video society.
Why in the hell am I going tohave my assistants repeat the
same damn information over andover, and, over and over again
forever when people don't evenlisten right.
That's not getting us what wewant, nor the customer, the
patient.
So how do we save them time?
How do we actually use this inthe TC exam to actually edify
(38:01):
what the existing patientexperience looks like throughout
the treatment journey?
As a reason, somebody would maybuy from us instead of somebody
else, Because I can promise yousomebody else is not going to
do what I'm describing on thenew patient experience or what
I'm about to say now, Becauseour brains again go okay.
How about we create a reallycool YouTube video around the
(38:23):
Invisalign start appointment,right, and demonstrate how to
take or put on the aligners andtake them off and take care of
them and all the things youwould have to repeat.
So this goes out 72 hours, ish,could be a little bit more.
48 hours, I would say minimum.
You know you, you instruct that.
You, the parents, could be alittle bit more.
48 hours, I would say minimum.
You instruct the parents.
This is part of yourappointment, Joey.
(38:43):
That's talked about in the TCroom, right?
So this goes out to them andnow they get to watch a video of
what to expect at the startappointment.
You put a fake patient, one ofyour team members.
In the chair, you have anotherclinical assistant an ortho
coach, we call that and they'retalking back and forth from the
camera to the patient.
They're demonstratingeverything right.
They're making people feelcomfortable, they're educated,
(39:05):
they know what to expect whenthey come in.
And then you have people roleplay.
Mr jones, you watch the video?
Yeah, I watched it.
Okay, show me how you put onthose aligners.
Man.
Good job, good job.
Couple tips here boom.
Okay, now take them off.
Okay, you did great job.
You definitely watched thevideo.
Another tip here Right?
So you go into a coach in roleplay mode.
Now, that is how they're goingto get something out of it,
Right?
When's the last time you wentsomewhere didn't drive, you rode
(39:27):
, and you would ever rememberhow to get there again if you
had to hop in the chair anddrive.
It doesn't happen.
You have to at least once to beable to remember how to drive
to the fricking place.
And it's the same way with this.
So again, you're sendinghundreds of people to your
YouTube station, building it up,increasing your Google rank.
At the same time, yourcompliance goes up, your
(39:47):
appointment times go down, theexperience and this is again
going back to.
If you're obsessed with employeeand patient experiences and
that's where your mind is allthe time and your mind is
constantly, how can we get whatwe want at a higher level?
How can they get more than theyexpected via every interaction
they have throughout theirjourney with us, before purchase
(40:08):
and after?
If that's your culture, that'syour mindset, that's how you
train your team, and then thisis how you need to do your
digital marketing right.
Of course you've got to dodigital marketing as we do to go
out and attract people whodon't know who the hell you are.
Of course, that's a big pieceof it, but the biggest piece,
the biggest piece and thebiggest return, by the way, of
(40:29):
anything you could ever do fordigital marketing is not
pay-per-click, it's not any ofthat crap.
It's what content are youproducing that advertises to
your customer.
It's what content are youproducing that advertises to
your customer.
Do remote monitoring right?
What happens to a lot of you?
You show up and let's say, youdo dental monitoring as an
example.
What do you do?
You give them the whole spielhow to download it, how to do
this?
No, create a beautiful videoout of that After they sign the
(40:56):
contract.
If it happens to be in youroffice, hand them an iPad, have
them watch it, have them get itdone before they leave.
Right Again, reiterate thesevideos are part of your
appointment, Mr Jones, Susie,Right, we need you to watch them
to get the best experience.
We've taken the time to shootthese to save you money.
We know you and your family'stime is very valuable.
It's very important.
See, this is true.
Digital marketing it's not justhow do you attract and shoot
(41:20):
noon deer when you've got athousand frozen in the freezer.
You just need to learn how tocook them right.
This is you all out there.
You've got to have a kick buttculture that obsesses over your
employee experience and yourpatient experience.
One, two, you've got to committo uniquely training your team
with experts in sales,hospitality, verbiage,
presentation training,psychology training.
(41:42):
And you've got to ask yourselfthe people training them.
Are they qualified to train theRitz Carlton and the Montage in
a $500 table for two restaurant?
And if the answer is no, whyare they training your people?
If you claim to be a peoplefirst business, that is the
difference with us compared toanybody else in this industry
and beyond.
(42:04):
And then the third one isdigital marketing, all with the
mindset of how can you delivermore in order to get what you
expect or what you want, andit's all about unexpected
experiences.
Everybody.
Digital marketing is one givenmoment in time to get them to
call and schedule, but it's alsoan ongoing given moment in time
(42:27):
right with downtime to get themto.
I'm introducing you to to howwe are so unique on the digital
marketing side.
But that finishes up ourthree-step process two last
month, one this month on how youachieve the definition of
(42:48):
customer service getting whatyou want at a higher level from
your team.
Getting what you want at ahigher level from your
prospective patients.
Getting what you want at ahigher level from your
prospective patients.
Getting what you want at ahigher level from your patients
in treatment by delivering themmore than expected via every
interaction that you have withthem.
(43:08):
Have your mind in that place,everybody.
Build a culture around it,Train your team around it, Carry
out your digital marketingaround it.
We hope you become a customer inone of these three areas I
talked about, or in all, weappreciate our family members,
customers out there of RightChat and New Patient Group.
As always, if you're watchingon the YouTube station.
Hey there, thumb us up, makesome comments, share with your
(43:31):
friends and family and everybodyelse listening on the audio
experiences.
Thanks so much.
Give us that five-star review.
It really helps us out and wehope that we can do some amazing
video marketing and digitalmarketing things for you, as
well as the coaching stuff.
We look forward to talking toeverybody soon, seeing everybody
soon.
Thanks for your support,everybody as we wrap up the
three ways to accomplishcustomer service.
(43:53):
Talk to everybody soon.
Bye-bye.
Welcome aboard the new patient group flight deck.
Less chaos Check.
Less stress.
Check Less advertising costs.
Check More personal andfinancial freedom.
Ah, check, all right.
Business checklist completed.
Let the takeoff roll begin.
(00:23):
Welcome to season seven of thenew patient group audio
experience, a podcast dedicatedto forward thinking doctors
wanting to learn innovative waysto run their business today so
your practice can achieve newheights 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, orthophy and others,brian Wright.
Speaker 2 (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.
Man, oh man.
This year is rolling by.
We are now into the month ofjuly.
I'm a little bit behind.
My goal was to finish thisthree-part series we're doing
and today will be the third part, and we'll wrap it up on this
series that we're into.
More on that in just a second.
(01:16):
But, my goodness gracious, I Iapologize that I didn't get this
one into last month.
Really, today, my goal was getDr Mark Olson's and my national
webinar.
That was our second firesidechat.
That was my goal to get thatlaunched today.
So we're going to probably pushthat either to later this month
or into August.
What I don't want to do I'veheard from a couple of you that
(01:37):
we changed the podcast formatand now there's more coming at
you.
I don't want to send out toomuch, so I think what I would
like to do after today mostlikely what this is going to be
is, like I said, we're going towrap up this customer service
series.
In May we started it and it wasa four-part series that talked
about, first of all, what iscustomer service?
(01:59):
If you have not listened tothat, please go back and listen
to that part one and then listento all those that month.
Then we're coming off a serieslast month that talked about
okay, now, how do you achieve it?
All, right, In May, it was thethree ways.
You know you are achieving itlast month and then now we're
wrapping it up today is how doyou achieve it?
And this series, you know we'recoming off.
(02:21):
It's all about a mindset.
I think, as a business owner,what you have to be doing
constantly is you've got toconstantly be going back and
asking a very simple question.
This question is not hard.
How you accomplish thisquestion is complicated.
It's complex.
Uh, but you can do it if youjust commit to the things that
we talk about on this podcast.
And and the question is is ishow do I get what I want from my
(02:44):
team, my employees, whiledelivering them unexpected
experiences along the way?
Right, Because those unexpectedexperiences and this is why the
definition of customer serviceyou getting what you want from
your customer or prospectivecustomer meanwhile, they believe
they receive more than theyexpected from you.
Right, that's a difficultdefinition to accomplish and
(03:05):
that is what we're in the middleof last month and this month
wrapping it up is how the heckdo you accomplish it?
All right, so remember thatdefinition, because that is the
definition the famous companiesgo by.
They are always saying tothemselves how do I get what I
want?
Okay, now let's choreograph andmap out the journey and let's
make sure that the consumer isgetting something more than they
(03:27):
would have expected via everyinteraction, that chapter of the
book of your business, if youwill.
So it's a difficult definition,but what you should always be
asking yourself is the same waySay, okay, what do I want from
my team?
Okay, ask yourself thatquestion.
Okay, now, how do I get that?
By delivering more than expected, right, and that's by improving
your leadership skills, alwaysstriving to create a better
(03:49):
culture.
Have a culture that's obsessedover the customer, not the data,
the finite data that you lookon the data sheet, investing and
improving your team.
Always be investing andimproving yourself.
If you just do that, everybody,you are going to kick butt,
regardless of economicconditions, regardless of the
(04:11):
unknown, regardless of theuncontrollables.
You're going to be fine If yourmindset is always on.
How do I deliver a betterexperience?
All right, and, like I said,it's complicated, not easy,
right?
The other piece, too, is you'reasking and you're going to get.
By asking that question, youare going to get more out of
your team.
There's no doubt You're goingto create a culture where the
great ones stay and thrive, thebad ones quit and leave, and
(04:33):
that's the sign, and if I'venever done one, I'm sure I will.
I mean, that's the truedefinition of a perfect culture,
in my opinion, right Now,there's more, of course, things
that go into a perfect culture,but that is the ultimate goal
(04:56):
that we all want as businessowners, as entrepreneurs, is
exactly that, is exactly that.
Now, the next one, the nextquestion you should be asking
yourself is how do I get what Iwant from my prospective
customers?
Right, your new patients thathaven't yet signed yet.
So again, I don't even likecalling it a new patient,
because they're not.
They're just some random Joe,random consumer out shopping
(05:17):
around.
That is a fact, and you need tolook at it that way, because if
you do, then you can askyourself okay, my goal is to get
people to buy from me at thehighest dollar.
Right, Because the higher I cancharge and the higher my
conversion and the higher thedown payment, not because the
down payment is required, right,but because you deliver a
presentation and experience thathelps you maximize your cash
(05:40):
flow, your money down at thetime of signed contract.
Your cash flow, your money downat the time assigned contract.
If you're always askingyourself, what do I want?
And then, in order to get there, what do we do to deliver an
unexpected experience at thatgiven moment in time?
And that's where last one wedid the culture, then we're
coming off.
Part two of this series isuniquely, or committing to
(06:01):
uniquely, training your team onhospitality, sales, verbiage,
presentation, overcomingobjections, handling complaints
and turning them into a positiveright, Compliance, discussions
with your assistants, chair sideor in front of mom, and those
are just the minimal things.
It goes so much more in depth.
It likes psychology, right.
(06:23):
Consumer psychology would be abig part of that, and whenever I
say that again, this happens tobe the first time you're tuning
in Consumer psychology isknowing what to say, when to say
it, how to say it and why tosay it right.
If you order your language andyou say things right, it is
amazing the impact that it canhave.
And you know nobody argues thata waiter who can present the
(06:47):
specials right.
A waiter that can present anduniquely make you the way they
make you feel about the winemenu.
A waiter that can uniquelypresent dessert right.
Nobody would ever argue thefact that of course that's going
to get a table to spend moremoney right.
In restaurant business, if youwant to maximize the dollar that
(07:09):
is being spent at every singletable, you've got to have
uniquely trained waiters.
But then you have to have aculture to back it up.
That is the roadmap to gettingwhat you want at a higher level
by delivering experiences thatare unexpected right.
So that was part one and two.
Today we're diving into aunique one.
Today is the third pillar ofexperience, the third pillar of
(07:31):
success, if you will.
That New Patient Group doesunder one roof, and I get a lot
of questions about why do you dodigital marketing, and I even
get questions like we didn'teven know you did it.
But I want you to go back tothe journey that the consumer
(08:11):
takes with you and you take withthem.
Digital marketing plays a hugerole in that.
For the obvious and I'm goingto talk today about some not so
obvious and I think once youhear it you're going to go damn,
okay, I can totally see that.
And digital marketing at thetime, people, whatever they see
an Invisalign commercial andthey hit at this moment, right,
they're going to look andthey're going to enter in
Invisalign, and they could enterin other terms, but the facts
(08:34):
are, Invisalign is entered inmore than any in orthodontics,
so they enter in Invisalign.
You have all these differentoptions come up, right.
You have all these differentoptions come up right, and
there's probably within a 10 to15 minute drive of that person's
workplace business, thatperson's house, the kid that
they their kid when they go topick up at school.
(08:54):
There's probably 10 differentchoices.
Just right, there, right.
So you ask yourself again right, what do you want?
Well, you want them to interacton your website.
You want them to interact inyour social media channels.
You want them to search in yourYouTube station, right?
You never.
What you want them to do isthen pick up the phone call
(09:14):
schedule with you or, if youhave an online form that they
can fill out, podcast for a.
Certainly, I want to talk aboutthat for those who are using
that.
I think it's a good idea.
Sometimes it can be a fabulousidea, but there is a very
specific process that you needto take in order to maximize
that process to make it work foryou.
Digital marketing can do all ofthat for you, but what you have
(09:49):
to ask then is how or what arewe doing with our digital
marketing that is offeringsomething unexpected, Because,
remember, you're not the onlywebsite they're going to hit,
you aren't the only social mediachannels they're likely to
check out, You're not the onlyYouTube station they're likely
to spend some time on, sothere's a whole host of these
things that you now have to go.
Okay, what can we do?
That's unexpected.
It's interesting.
My digital marketing team,which is so fabulous.
(10:11):
One of the things that isinteresting to me for a lot of
you out there the private,family-owned practice and how
you talk about the largercorporations and the lack of
clinical quality and they don'tcommit to the finest clinical
materials and they nickel anddime things for the pursuit of
profit and the results aren't asgood as yours, things like that
(10:33):
, For whatever reason.
This is totally off the cuff,but I think it's a valid point
is, you have to remember I getasked a lot of questions about.
You know, there's a lot of bignames out there and and just
like.
Just like in the coffee world,the big names are never the best
, right the Starbucks?
Starbucks is crap right Now.
There was a time whereStarbucks offered a very
(10:55):
unbelievably exceptionalexperience non coffee experience
but that's gone away.
But they are big and make a lotof money, but it's not because
of their quality whatsoever.
And the corporations are thesame way.
And in this industry, the peoplethat do digital marketing, the
big names out there.
There's an orthodontist thatowns one of them.
It just cracks me up whenpeople bring those names up.
(11:15):
They say how do they compare toyou?
I say not at all.
Like I'm never going to get onstage and call out specific
names, but call out specificnames.
But the big names are it'stemplate posts, it's blah social
media.
They don't do anything uniquewhatsoever outside of spending
hundreds of thousands of dollarsa year on marketing, and I'm
proud to say we build ourswithout marketing.
(11:38):
It's word of mouth.
It's when we do close somebody,they don't leave.
And they don't leave becausethey are getting the best of the
best of the best frompersonalized web development
from the ground up.
We don't use templates.
We ensure site speed isfantastic because that's still
the number one thing Google islooking for.
The professional contentwriting that we do is actually
(11:59):
real.
Like there's so many of thesebig names out there that are
doing cut and paste content ontoall of their sites, which is
the Google violation, and it'sjust.
They're nickel and dimingthings and, for whatever reason,
they get away with it.
I don't know if a lot of youout there you're not paying
attention, you don't know.
Look, you don't, you're notlooking for the differences.
But these big names, they'rejust.
They're just crap.
(12:45):
Like I'm just going to say it,like there's a time in my life
and my career in this businesswhere I probably would be more
politically correct, but thereality of the situation is, is
they're crap?
What on my website is goingbeyond offering something
unexpected compared to the otherfive they hit?
What is the content?
How's the word speaking to them?
Is there video interactions?
Are there beautiful videos andbios of my team on there so they
can get to know, like and trustus as they're shopping around
(13:06):
my social media channels?
51% this is what I was gettingat a minute ago my digital
marketing team, who is justunbelievable and so devoted to
the customer.
It's just ridiculous and I'm soproud we have a culture.
Because, just like that, becausejust like I tell everybody,
just like, when someone's buying, Invisalign or braces, whatever
the hell they're buying theinvestment is in you.
It's not the tool, it's thesame thing.
(13:28):
When you buy from us or you buyfrom another company, what
you're investing is what yourreal investment is is in the
leadership team, in the culturethey have.
Are they customer obsessed orare they nickel and diming
things for the sake of profit,to screw their customer?
The mindset of the CEO, all ofthat.
When you invest in us, that'swhat you're getting the best of
(13:48):
the best of everything.
And we are proud doesn't meanwe're perfect.
God knows we're not perfect.
You know if we've made mistakes, heck yeah, we've made mistakes
, but we learn from them, Right,and we're always looking five
years ahead to make sure ourcustomer is there way before
other people even decide to tryto get there.
And you know when you're, whenyou're in the.
(14:09):
We've never wanted to be knownfor a digital marketing company
because we're so far beyond thatand we use.
You know I was getting on, Ikeep getting on these little,
these little tangents.
But our digital marketing teamwhen we had MPG Iconic in the in
I do this podcast.
This past January they talkedabout a stat of 51% of Gen Z
(14:32):
women are doing searches via thevideo search on TikTok and I
like searching around and blah,blah, blah.
I go to practice after practice, after practice, after practice
, after practice.
There's nothing there, orthere's nothing there that's
unique, nothing there that'sgoing to really truly move the
needle and it just leaves such ahuge opportunity for all of you
(14:53):
, and this is one of those.
You know it's a leaky hole forfor all of you who aren't doing
video marketing, aren't doingvideo marketing on TikTok.
But it's one of those holesagain that when you print out
your practice managementsoftware data nowhere on there
does it say, well, you need todo seven more videos a week on
TikTok, or a month, or whatever.
You get the point right.
(15:14):
This goes back to the finiteversus infinite data.
The infinite data and theinfinite minded is going okay
again, what can I do?
That goes beyond for theconsumer.
What can I do?
That's unexpected at this givenmoment in time, as people shop
and that's how our brain works.
So all this leads me into.
You know, digital marketingplays such a unique opportunity.
(15:38):
If you get your brain off ofhow do I get more new patients?
How do I get more likes?
How do I get more of this?
How do I get more likes?
How do I get more of this?
How do I get more of this Like?
All of that matters and it'ssomething we as a company pay
very close attention to and itis on our list of goals.
But I'm going to paint apicture to you on why, the real
reason that that I wanteddigital marketing when I founded
(16:01):
this company 11 years ago, whyI wanted digital marketing to be
a piece of it.
So my brain has never been like,let's say, you want to grow and
you say, okay, I'm going to gotrain my TC.
Okay, great, that's somethingwe do.
Right?
Our digital workflow, exam flow, sales, fundamentals, all kinds
(16:24):
of consumer psychology big partof what we do as far as the TC
and doctor exam goes in digitalworkflow huge part.
But where my mind constantlygoes is is that doesn't maximize
anything, right?
What if we're able to loweryour no-shows 30% and increase
your treatment conversion 10% ontop of that right, or 20%, or
(16:45):
whatever the hell the number is?
So if we only increase yourconversion by 20%, we do great
for you, right?
That's an amazing increase.
You're happy you grew, but thenyou have all these new patient
no-shows.
So my mind is constantly goingokay, what if we looked at every
(17:06):
interaction, every piece ofthat consumer journey and all we
thought about was how do wegive the best possible
experience right?
Screw the numbers, forgetconversion, forget new patients,
forget everything Just at thismoment, right now.
What are they expecting whenthey schedule at a restaurant?
What are they schedule?
(17:27):
What are they expecting afterthey call a plumber?
What are they expecting as I'mshopping around looking for a
lawyer?
What are they?
What am I expecting after I Imake a reservation for the first
time at an italian restaurantfor my 30th wedding anniversary?
Like this is constantly goingthrough my brain.
Right, and when I walk throughsomebody's doors and too often
(17:50):
in business, because most peopleare finite minded we're letting
that data drive our decisions.
Not here with new patient groupor my other company, right chat
.
What drives our decisions iswhat can we do for the customer
today that we didn't doyesterday?
How can we challenge ourselvesthat everything we're teaching
there's a better way to do itright, Because the customer wins
(18:12):
whenever they invest in aleadership team and a culture of
an organization that has allthat.
A while back, I did a podcastaround why your digital
marketing is not producing theresults that you need, and the
whole premise of that podcast.
We had several comments around.
Hey, you caught me off guardwith this one.
The reason it's not is yourculture.
(18:32):
You will only succeed with yourdigital marketing if your
culture is right.
Otherwise, you're going to getthis.
We don't have enough time,right?
Ever heard of that one before?
Well, you don't have enoughtime because of the way you're
running your practice.
You're not using remotemonitoring, You're not doing
enough clear liners, You're notoutsourcing enough, whether it
be to us with New Patient Group,Mother Company, RightChat, a
company like ortho fi, et cetera.
(18:53):
Right, If you're chaotic insideyour doors and you say you
don't have enough time for stuff, well, that's you like that.
That's your leadership decisionis the CEO of your organization
, and I don't want to get toomuch in the weeds, but this is
why it's the same thing withpart two that I did with
training and I mentioned it.
(19:49):
No-transcript marketing workswhen you shoot content, when
your team is engaged shootingcontent.
It doesn't work with templateposts, with just this crap.
So many of you pay companiesout there to do and you most
likely did that because you'reso finite minded that when you
(20:10):
looked at paper, Because you'reso finite-minded that when you
looked at paper, one company waswhatever X amount every month
and the other company thatoffered experience and their
leadership team was better andthey did true personalized
content by delivering marketingassignments and held your hand
and coached you and actuallyproduced a high return on
(20:31):
investment on paper.
That company was why and it washigher, or sometimes
significantly more higher thanthe first one I mentioned and
therefore you think the secondone you can't afford, when in
actuality, the one on paperthat's cheaper is actually the
one that's more expensivebecause it has a leadership team
that sucks.
They don't know their customer,they're not constantly
(20:54):
innovating, they're not helpingyou make sure that your social
media channels, your YouTubestation, your website, your SEO
everything is unexpected to helpyou get what you want, you get
the point, but if you can't getyour heads off the freaking
paper and stop being finiteminded and move to be an
infinite minded leader, tocreate a culture of your
organization that obsesses overthe customer, a culture of your
(21:16):
organization that trains yourpeople like nobody will commit
to, and a culture in yourorganization that produces the
best digital marketing presencethere is.
You will kick butt, but youcan't do it if you can't get
your head out of the freakingpaper.
And whatever the numbers aretelling you, Stop it.
Be infinite minded and obsessover your customer and your
(21:36):
employees by giving them morethan expected.
And you can't give more thanexpected if you're nickel and
diming everything, thinkingthat's cheaper and tripping over
dollars to pick up pennies, andit goes back to the definition.
When you do that, you aren'tgoing to get what you want at a
higher level and you certainlyare not delivering more than
expected to people that areshopping around or the people
(21:57):
that have bought from you or thepeople that have scheduled from
you.
Your culture has to be right,your mindset and remember I
talked about it the leadershipand culture side.
I call it that, but there's somany things that go into that.
Like your, your, your spousalrelationship at home can affect
the leader you are at the work,which then in turn, affects the
culture.
And just on down the line, Likethere's so many, like one of
(22:21):
the girls that works for you atyour office, the guy she's
dating, and if he's, you know ifthe guy's a piece of crap and
beats her up as an example.
That's going to affect theculture in your office.
It's going to affect herperformance.
It's the same thing.
If team members are arguingLike, your customer will suffer.
You as a business owner willsuffer.
Your team will suffer.
It's all intertwined.
(22:43):
None of these that I'm talkingabout operate on their own at
all whatsoever, and digitalmarketing is the same way.
You've got to have the rightmindset to look at it from a
what can we do to go beyond?
What can we do to deliver morethan expected?
What can my practice do to be abetter experience company than
(23:03):
any people, business, which iseverybody they've ever dealt
with?
Get your head out of the ortho,dental, et cetera clouds Like
you hear me talk about all thetime.
Put your mind in a place ofwhat can I do to deliver a
better experience as analogbased photos and yanking their
cheeks apart at the new patientexperience.
Is that better than than afully digital workflow
(23:25):
showcasing all the differentways the itero scanner can help
convert through a betterexperience?
Of course the itero scanner isbetter, but a lot of you out
there have the mentality of youlike the photos, right, so you
like the photos, but the personyou're trying to get to buy from
you that is not anywhere closeto an unexpected experience
Doesn't mean you can't take them, Doesn't mean you can't use
(23:45):
them.
But the digital part of thebusiness is so much better, Like
as far as the digital scanner,that should be content you're
doing all over the place.
It should be something yourreceptionist edifies via the
pillar two that we talked aboutwith the training.
But it all goes back to theculture and the mindset of
delivering a beyond experience.
So, yes, it's about the qualityof the web designs and the
(24:06):
writing and the posts on socialmedia and all of this stuff.
Of course it is Just like.
It's definitely about thequality of your clinical work as
well.
But way beyond that, again,when a patient invests in you,
it's you as the doctor, yourleadership team, your commitment
to training your clinicalpeople, the non-clinical
experiences.
That's the real investment,Just like it is when you buy
(24:30):
from a company on the businessside to help your business so
your practice can thrive.
So when your mind is constantlyon better experiences,
unexpected experiences, somereally cool things start coming
to your mind that otherwise, orvery likely, never have happened
(24:50):
or would have happened or verylikely never have happened or
would have happened, and I wantto give you this as we dive in
with this piece in the digitalmarketing is that we have done
something that has become really, really popular.
Before, when I talked about theTikTok stuff, you know that is
a way to get more patients.
There's no doubt about it.
Like Gen Z is a fabulous targetmarket.
(25:11):
Fabulous target market.
That is a great for all of youout there.
You should be doing it Likeshould you be doing things to
get new customers, new patients?
Of course you should, which isobviously a big part of what we
do with our digital marketing.
And it's done again to make sure.
When they're checking fivewebsites, yours looks the best.
When they're checking fivewebsites, our professional
(25:33):
photography.
When we come on site, whatlooks the best when they're
checking five websites, ourprofessional photography.
When we come on site, whatlooks the best when they're
hitting Facebook and they'relooking around and boom, they
come across your practice.
You look the best that you'vegot the most five star reviews,
Like your brand.
Your logo looks impeccable.
Your YouTube station isinteractive.
Like you've got live camerafeeds coming from GoPros around
your assistant's heads.
Like there's so many wacky,crazy ideas we have, and why?
(25:55):
Because we're constantly sayinghow do we have our customers
kick the crap out of the otherpeople in their area, which
means we're constantly coming toour customers with new stuff,
better stuff, unique stuff,innovative stuff, to make sure
they're always ahead, andthrough that there's been a
couple of things that have comeup that have been really, really
(26:16):
cool, and this is why you'vegot to go back to how can you
advance your patient experience?
How can you advance youremployee experience?
We'll give you a couple of wayshere.
So, let's say, you schedule at arestaurant and it's your first
time.
You know you've got whatever.
Whatever you're going out witha couple of buddies, or it's
your your really important 50thwedding anniversary, whatever it
(26:37):
might be.
Think about at that givenmoment in time, all the times
you've scheduled for the firsttime at a restaurant.
Think about what happens, right, and these are the things, this
is the culture, this is themindset, this is where you have
to be and this is what you haveto install into your team's head
too, Because I can tell you, atevery restaurant you've ever
(26:59):
scheduled at, what you've gotwas is automated text reminders.
Right, you might've gotten anemail text or email reminder as
well.
That's what you get Now.
That's what you get inside theorthodontic environment as well,
Like you're going to get someemail reminders, You're going to
get some text message reminders.
You're going to get some emailthings sent.
(27:23):
Maybe a TC calls you.
You're going to get the samestuff.
And while there's nothing wrongwith it, what it proves in the
restaurant world, in the plumberworld, in the lawyer world, in
the realtor world, in your world, is that people's mind is not
on.
How do I get what I want?
(27:44):
By delivering more thanexpected and right now, what do
you want?
They've scheduled.
So now, what do you want?
You want them to get them toshow up.
You want them to get them toshow up.
You want them to get them to.
You want to get them showing upexcited.
You want to get them showing uppsychologically prepared to buy
, knowing this is the place.
I want to do it right.
(28:05):
And the psychology effect of thehalo effect is really, really
powerful, the psychology effectof a lot of stuff that we teach
around pre-suasion, pre-suasionis real man.
You know pre-suasion.
You know getting peopleempathetic and loyal to your
brand prior to trulyexperiencing it has as much, if
not more, impact on anything youwill ever do to get people to
(28:27):
say yes to treatment.
To the point where we are, tothe point where we are so
obsessed with making sure thepersuasion portion of that
consumer-patient journey setsyou apart so much from any place
they've ever dealt with.
I tell all of you, teach all ofyou, you're a people business
(28:48):
first.
But what I've realized recentlyis a lot of you out there don't
truly understand what weactually mean by that right, the
concierge job description thatwe have and the ortho coach,
transforming that jobdescription from just an
assistant to somebody thatactually moves the needle
forward in treatment, tohundreds of other things, never
(29:09):
letting anybody wait in thewaiting room, operating a
schedule that works in a waywhere people are greeted the
moment they walk through thedoor without any wait time.
I could go on and on, and on,and on, and on, and on and on
about what we mean by a peoplebusiness.
But when I say that we want toturn you into a high-level hotel
, that just happens to doorthodontics rather than hotel
(29:31):
rooms.
That's what we do.
Happens to do orthodonticsrather than hotel rooms.
That's what we do.
So when you go back to this.
What do you want in wantingthem to show up?
Show up excited, show uppsychologically prepared to buy?
There isn't a text message onthe planet that's going to get
that to happen.
There isn't an email on theplanet that's going to get that
to happen.
And TC's out there because manyof you do this that try to
(29:51):
spend their time calling thepatient prior to walking through
the door.
That's fine if you do that Nottrying to convince you not to,
but the reality is is likely, asI'm scheduling at three, four,
five places, other people aregoing to do that too.
(30:17):
Time pre-arrival strategyprocess.
Nothing is driving them towardsyou getting what you want by
delivering more than expected.
But what if you know?
Google owns YouTube, and theyhave for a long time, and they
had a vision years upon yearsago that eventually YouTube
would be the largest searchengine in the world.
So I'm sitting there knowingyou know, we're living in a
video society.
My mom's, like 72, lovesYouTube, watches videos on
Facebook, blah, blah.
So it's not just the youngergenerations, it's everybody.
(30:39):
So I say to myself okay, atthis moment in time, the call's
over right.
And again and I've talked toyou last time in part two, about
getting your head out of theorthodontic clouds, the dental
clouds, the whatever cloudsyou're in.
Forget it, Get out of there andget into hospitality.
That's why I want to use therestaurant examples and I'm
going to use it now.
What if you scheduled at arestaurant for the very first
(31:03):
time and all of a sudden, onyour phone from the YouTube
station came a video from thechef introducing himself,
talking about the culinaryschool, taking you through a
virtual tour of the kitchen,walking you through the garden
where they grow all of theirhomegrown, purely organic
(31:25):
vegetables and herbs and fruitsthat they use for the various
dishes, that they use for theirspecials, for their desserts?
You know what if, in that video, the CEO if it wasn't the chef
that owned the restaurant, itwas the owner that was on there
introducing himself to andtelling you thanks for spending
your time with us.
We look forward to meeting youand your family.
(31:47):
And maybe the head floormanager was on there and saying
hey, look, my name's Joe.
When you walk in, I'm going tobe the first to greet you, shake
your hand we know you have alot of choices out there and
thanks for dining with us.
And whether that wasprofessional.
Honestly, this is what I teachall of you is that done and is
(32:08):
way better than greatness thatsits on the shelf, right?
I love the saying is that crapimplemented well is better than
any great idea ever that sits onthe shelf and does nothing,
right?
So this is something that youcould just selfie yourself
tomorrow morning and startsending it out to every new
patient that ever schedules therest of your life.
Right?
(32:29):
Is it going to work as good?
No, but it sure as heck.
Better than a text message,right?
Our text message reminders is avideo that does a whole virtual
tour around the whole office.
It just says your appointmentstomorrow goes in the YouTube
station, just like the previousone.
The previous one is notpersonalized, it's one and done.
But see, what you're doing isyou're putting those on your
(32:50):
YouTube station.
You're coding them right Atleast that's what we do for our
customers and the coding pieceis huge because the description,
the coding, all that stuff hasto be right for Google to look
at it and go okay, we're goingto boost you up the search
rankings and see, by doing this,what's happening.
Well, you're delivering, at thismoment in time, something
that's unexpected, somethingthat they did not see coming,
(33:11):
Something that they did not seecoming, Something that likely no
people, business of any kind,ever has ever done.
And that's the mindset I needall of you to be in.
You're not in orthodontics.
You are not in orthodontics,Like.
The only people ever that couldthink something that remote
monitoring was bad is people inorthodontics.
There is no consumer on theplanet that would ever say no to
(33:33):
better clinical results, morepersonal attention at the
convenience of their familyschedule.
There's none of that that isn'tfreaking awesome, right?
And this is why, in anyhospitality business, your
service and product is secondaryNot that it doesn't have to be,
just it doesn't mean that it'snot as important to be as
awesome as it needs to be itdoes.
(33:53):
That's an ingredient, but it'sone ingredient to a huge puzzle.
And see, what I just did wasgive you one little tiny piece
of a much bigger thing that wedo with digital marketing on the
downtime.
See, my idea is let's usedigital marketing to pump out to
the people that have alreadyscheduled with us, to pump out
to the people that have alreadyscheduled with us, to pump out
to the people that have boughttreatment from us, because, as
(34:17):
we're getting all of these viewsand people are going back to
video and sending them back tothe youtube station and thumbing
up and making comments and allthis stuff.
Google's looking at you going,wow, that's awesome.
Right now, let's pump you upover on google.
Now some random joe searched inthe internet, comes across one
of those videos and says, damn,that's cool.
I'm going to pick up and callthis place and you've backdoored
(34:37):
your way in.
But you did it by going what isthe best experience at this
given moment in time?
For my perspective, customerright.
It wasn't about money, itwasn't about this, it wasn't
about that.
It was purely saying how can Iget what I want by delivering
(35:09):
them at this given moment intime, something that's
unexpected right, which is againthe definition.
This is why you have to goblack.
Company like New Patient Groupis these are the things.
When you invest in us, that ourbrains are doing for you.
You are going to kickeveryone's butt.
Sometimes it takes time.
You're like, oh my God, I gotto be patient.
Yes, you got to be patient.
That's called business.
(35:29):
That's called being anentrepreneur, Right, Right,
You've got to be consistent.
You've got to be heldaccountable.
All the things that aren'texciting but produce the most
exciting results.
And see also, too, forcomplaining about patient
compliance.
This is where my brain goes.
Ok, so you have a team ofclinical assistants and we'll
(35:53):
just use the Invisalign deliveryappointment, and what happens?
What's the norm?
We'll just use the Invisaligndelivery appointment, and what
happens?
What's the norm?
Well, the norm is, you know,they show up, they sit in your
waiting room and then you callthem back and you say, okay,
here's how to put on thealigners, here's how to take off
the aligners, here's how totake care of the aligners, and
(36:15):
you say your spiel.
And you say it every singletime, to every single start
appointment, over and over andover again, your whole career.
Meanwhile, you're lucky if anyone person you give that spiel
to remembers three percent ofwhat you say, because it's a lot
like remember when you go get acar and you get to the finance
(36:36):
people.
And there's exceptions to this.
Engineers would be one, my dadwas one when he was alive, but I
would not be the exception.
I fall into what I'm about todescribe, as do most people,
where you know the finance guyis telling you things and blah,
blah, blah, just like whatever.
You want to sign the papers youwant to get out.
All you can think about is thisbrand new shiny car you bought.
You can't freaking wait to godrive it and figure out all the
(36:56):
buttons and all the electronics,the tech.
This is what happens for all ofyou.
Yeah, I'm there to get myaligners.
They don't hear a freaking word, you say, and they're not
experts at that stuff.
So what happens?
You get compliance problems.
And there's a whole host ofother things that create the
compliance problem too how youhave that appointment, your
assistants not being trained onsales, hospitality, all the
(37:17):
things we teach.
I could go on and on and on, butfor today's purposes.
Now, how does digital marketingfit into that?
Right?
What do we want?
Well, one of the things youshould want is to streamline
your start appointments rightNow.
How do we get the startappointments down at least 10
minutes?
Our customers, the ones thathave implemented this well, are
down 10 to 15, right, but theexperience is better on top of
(37:39):
it.
So you say to yourself we livein a video society.
Why in the hell am I going tohave my assistants repeat the
same damn information over andover, and, over and over again
forever when people don't evenlisten right.
That's not getting us what wewant, nor the customer, the
patient.
So how do we save them time?
How do we actually use this inthe TC exam to actually edify
(38:01):
what the existing patientexperience looks like throughout
the treatment journey?
As a reason, somebody would maybuy from us instead of somebody
else, Because I can promise yousomebody else is not going to
do what I'm describing on thenew patient experience or what
I'm about to say now, Becauseour brains again go okay.
How about we create a reallycool YouTube video around the
(38:23):
Invisalign start appointment,right, and demonstrate how to
take or put on the aligners andtake them off and take care of
them and all the things youwould have to repeat.
So this goes out 72 hours, ish,could be a little bit more.
48 hours, I would say minimum.
You know you, you instruct that.
You, the parents, could be alittle bit more.
48 hours, I would say minimum.
You instruct the parents.
This is part of yourappointment, Joey.
(38:43):
That's talked about in the TCroom, right?
So this goes out to them andnow they get to watch a video of
what to expect at the startappointment.
You put a fake patient, one ofyour team members.
In the chair, you have anotherclinical assistant an ortho
coach, we call that and they'retalking back and forth from the
camera to the patient.
They're demonstratingeverything right.
They're making people feelcomfortable, they're educated,
(39:05):
they know what to expect whenthey come in.
And then you have people roleplay.
Mr jones, you watch the video?
Yeah, I watched it.
Okay, show me how you put onthose aligners.
Man.
Good job, good job.
Couple tips here boom.
Okay, now take them off.
Okay, you did great job.
You definitely watched thevideo.
Another tip here Right?
So you go into a coach in roleplay mode.
Now, that is how they're goingto get something out of it,
Right?
When's the last time you wentsomewhere didn't drive, you rode
(39:27):
, and you would ever rememberhow to get there again if you
had to hop in the chair anddrive.
It doesn't happen.
You have to at least once to beable to remember how to drive
to the fricking place.
And it's the same way with this.
So again, you're sendinghundreds of people to your
YouTube station, building it up,increasing your Google rank.
At the same time, yourcompliance goes up, your
(39:47):
appointment times go down, theexperience and this is again
going back to.
If you're obsessed with employeeand patient experiences and
that's where your mind is allthe time and your mind is
constantly, how can we get whatwe want at a higher level?
How can they get more than theyexpected via every interaction
they have throughout theirjourney with us, before purchase
(40:08):
and after?
If that's your culture, that'syour mindset, that's how you
train your team, and then thisis how you need to do your
digital marketing right.
Of course you've got to dodigital marketing as we do to go
out and attract people whodon't know who the hell you are.
Of course, that's a big pieceof it, but the biggest piece,
the biggest piece and thebiggest return, by the way, of
(40:29):
anything you could ever do fordigital marketing is not
pay-per-click, it's not any ofthat crap.
It's what content are youproducing that advertises to
your customer.
It's what content are youproducing that advertises to
your customer.
Do remote monitoring right?
What happens to a lot of you?
You show up and let's say, youdo dental monitoring as an
example.
What do you do?
You give them the whole spielhow to download it, how to do
this?
No, create a beautiful videoout of that After they sign the
(40:56):
contract.
If it happens to be in youroffice, hand them an iPad, have
them watch it, have them get itdone before they leave.
Right Again, reiterate thesevideos are part of your
appointment, Mr Jones, Susie,Right, we need you to watch them
to get the best experience.
We've taken the time to shootthese to save you money.
We know you and your family'stime is very valuable.
It's very important.
See, this is true.
Digital marketing it's not justhow do you attract and shoot
(41:20):
noon deer when you've got athousand frozen in the freezer.
You just need to learn how tocook them right.
This is you all out there.
You've got to have a kick buttculture that obsesses over your
employee experience and yourpatient experience.
One, two, you've got to committo uniquely training your team
with experts in sales,hospitality, verbiage,
presentation training,psychology training.
(41:42):
And you've got to ask yourselfthe people training them.
Are they qualified to train theRitz Carlton and the Montage in
a $500 table for two restaurant?
And if the answer is no, whyare they training your people?
If you claim to be a peoplefirst business, that is the
difference with us compared toanybody else in this industry
and beyond.
(42:04):
And then the third one isdigital marketing, all with the
mindset of how can you delivermore in order to get what you
expect or what you want, andit's all about unexpected
experiences.
Everybody.
Digital marketing is one givenmoment in time to get them to
call and schedule, but it's alsoan ongoing given moment in time
(42:27):
right with downtime to get themto.
I'm introducing you to to howwe are so unique on the digital
marketing side.
But that finishes up ourthree-step process two last
month, one this month on how youachieve the definition of
(42:48):
customer service getting whatyou want at a higher level from
your team.
Getting what you want at ahigher level from your
prospective patients.
Getting what you want at ahigher level from your
prospective patients.
Getting what you want at ahigher level from your patients
in treatment by delivering themmore than expected via every
interaction that you have withthem.
(43:08):
Have your mind in that place,everybody.
Build a culture around it,Train your team around it, Carry
out your digital marketingaround it.
We hope you become a customer inone of these three areas I
talked about, or in all, weappreciate our family members,
customers out there of RightChat and New Patient Group.
As always, if you're watchingon the YouTube station.
Hey there, thumb us up, makesome comments, share with your
(43:31):
friends and family and everybodyelse listening on the audio
experiences.
Thanks so much.
Give us that five-star review.
It really helps us out and wehope that we can do some amazing
video marketing and digitalmarketing things for you, as
well as the coaching stuff.
We look forward to talking toeverybody soon, seeing everybody
soon.
Thanks for your support,everybody as we wrap up the
three ways to accomplishcustomer service.
(43:53):
Talk to everybody soon.
Bye-bye.
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