How the Science of Mutualism and Cognitive Training can Revolutionize your Life, Career and Business
November 1, 2024 • 37 mins
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Book Recommendation that Brian Mentions in this Episode - What to Say When You Talk to Yourself
Unlock the secrets to transforming your medical practice with strategies that prioritize vision over mission and employee and customer experiences over mere services. Discover how forward-thinking doctors can elevate their practices by blending clinical excellence with superior non-clinical interactions, allowing growth without the heavy burden of advertising. From our recent New Patient Group iconic event, we've seen firsthand how treatment coordinators can evolve into exceptional leaders and professionals.
Explore the profound impact of group accountability and mutuality in clinical practices, where communication, presentation, and hospitality take center stage. By fostering an environment of like-minded individuals who challenge the norm, we’re paving the way for both clinical and business success. Dive into the importance of personal well-being and cognitive training, drawing parallels to personal fitness, to enhance leadership and visionary roles within the healthcare industry.
Venture into the strategic use of loans and cognitive training in business, where leveraging debt smartly can lead to wealth generation. This episode emphasizes the power of repetition and experiential learning to maintain and enhance organizational culture. Reflect on our successful treatment coordinator gathering and gear up for future opportunities like the Align Summit. As the year draws to a close, we extend heartfelt gratitude to our ever-growing community and wish everyone a joyous holiday season.
New Patient Group - The Employee & Patient Experience Co.
A company designed to help orthodontists, dentists and other types of Doctors create a practice that dominates the new economy. Learn Advanced and Cutting Edge Skill Sets Used by the Finest People Businesses in the World, such as the Ritz Carlton and other famous Companies:
- Leadership
- Sales Fundamentals
- Hospitality
- Consumer Psychology
- Verbiage
- Presentation
- Many More
Learn How to Apply the Skill Sets Above to each of the following:
- Existing Patient Experience
- New Patient Experience
- New Patient Phone Call
- Existing Patient Phone Call
- Digital Workflow
- Treatment Coordinator Exam
- Doctor Exam
- Financial Presentation
- Pending Treatment FollowUp
- Handling and Overcoming Objections
- Trust & Communication Transfers
- Digital Marketing
- Patient Compliance
- Clinical Assistant Chair Side Conversations
- Clinical Assistant Conversation with Parents
- Remote Monitoring (If, applicable)
- Clear Aligner Starts and Profitability (If, applicable)
What to Expect from Implementing the Above Skill Sets:
- Improve Leadership and Culture
- Improve Mindset and Motivation
- Improve Employee Experience
- Improve Patient Experience
- Improve Patient Compliance
- Increase Treatment Conversion
- Increase Production
- Increase Cash Flow
- Increase Patient Referrals
- Increase New Patients
- Improve Efficiency
- Improve Time Management
- Improved Digital Marketing Presence
- Improved Brand Awareness
- Reduce New Patient No Shows
- Reduce Existing Patient No Shows
- Reduce Headaches, Stress and Chaos
- Reduce Advertising Costs
- Reduce Patient Non-Compliance
- Reduce Unnecessary Appointments Caused by Non-Compliance
Job Descriptions that will Benefit from this On-Site Workshop:
- Clinical Assistants
- Concierges
- Doctors
- Front Desk
- Receptionists
- Tr
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome aboard the new patient group flight deck.
Less chaos Check.
Less stress.
Check Less advertising costsCheck More personal and
financial freedom.
Ah, check, All right.
Business checklist completed.
Let the takeoff roll begin.
Speaker 2 (00:23):
Welcome to season seven of the new patient group
audio experience, a podcastdedicated to forward thinking
doctors wanting to learninnovative ways to run their
business today so your practicecan achieve new heights tomorrow
.
And now your host.
He's the founder and CEO of newpatient Group, managing partner
(00:45):
of RightChat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 3 (00:55):
Hey, new Patient Group and RightChat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another edition ofthe New Patient Group podcast,
as we are getting closer andcloser to wrapping up Season 7.
As many of you know, we don'tdo podcast episodes in December.
That is a reset of our brains,looking forward to the following
year, coming up with new ideasfor our customers, our family
(01:16):
members, and also reviewing ourvision and reviewing the year
for us and things that we'reproud of, things that we know
that we need to get better at.
Just keep driving our customersforward, keep offering a better
experience and making sure ourvision and our vision for all of
you out there some of you knowit, some of you don't and
remember a vision is not amission statement.
A vision is something you arealways trying to accomplish in
(01:37):
the future.
It's never something thatyou're going to be satisfied
with.
It's not a finish line thatyou're ever going to get there.
Mission statements are more inthe moment.
Vision statements are more whatyou're always trying to
accomplish in the future.
All of you should have one.
Hopefully I have it as part ofmy podcast notes on when.
I don't know when I'm going todo it, but it is out there all
around a vision, a mission, thedifference between the two, why
(01:59):
a vision is far more importantand our vision as a company is
we believe companies at theirfinest in any industry place
their employee and theircustomer experiences ahead of
their product or service.
Now, that does not mean forthose of you who are newly
checking into this that does notmean that you shouldn't be
trying to be the best clinician,trying to be the best chef,
right.
All that is something that youstrive for and that is part of
(02:22):
an experience.
But to dominate, whateverindustry you're in, the
experiences for your teammembers, your employees and your
customers, the non-clinicalexperiences, the non-food
experiences, that is how youcreate famous companies, right?
So, for those of you out there,if you combine amazing clinical
skill sets with just absolutelyunsurpassed non-clinical skill
(02:44):
sets experiences constantlyworking on your culture,
constantly having a growthmindset to get better and train
your people in a way to interactwith your customer better, you
will crush people without havingto advertise.
Matter of fact, when times aretough and the economy's down
like it's been, the last thingyou want to do is advertise.
When people don't have money tospend, right, the constant
(03:05):
focus is what can I do betterinside my doors to plug the
leaky holes that every businesshas?
Whether you're great or you'renot, every business has leaky
holes everywhere, and todaywe're going to be diving in.
I wanted to wait until I wejust had our new patient group,
our second MPG iconic but it wasour very first treatment
coordinator iconic and it wasabsolutely incredible.
(03:28):
The feedback was amazing.
The TCs all say hey, can pleasehave one again in 2025.
Best event for it.
You know I'm not only am Igoing to get the skill sets to
be a better treatmentcoordinator, but I'm also going
to be a better person.
I've learned how to advance mycareer forward.
I'm a better leader.
Going back into my practiceenvironment, and this is an
(03:48):
event that's just never existedbefore anywhere in the
orthodontic profession dentalbeyond it does not exist.
And this is again our.
You know, everything we do istrying to bring outside of your
healthcare bubble expertise andbring it inside your doors so
you can be unique, so you canshowcase why your 7,000 and the
(04:11):
other five opinions are six orfive right.
Why are you more?
How can you convert more at ahigher price?
And I wanted to wait until wewere done with this most recent
iconic to do this.
This is a topic that I've beenstudying hard for many, many
years.
It's something that I've becomemore and more obsessed with
over the past year or two.
It was one of the visions Ioriginally had when starting New
(04:34):
Patient Group.
That's the reason why the wordgroup, as a matter of fact, is
in the name is because ofmutuality and cognitive training
, and that's going to be thetopic today.
I am currently reading a bookand I'll put it in the
description below, and the bookis talking about neuroplasticity
, and it's a very interestingtopic to me because within that
(04:54):
topic, it talks about thefastest and best ways to get new
information inside somebody'sbrain completely absorbed to the
point where they can actuallygo and deliver.
It is repetition.
Now, repetition is funny.
It's just like for thosefootball fans out there.
I always use this analogy whenyour team drafts an offensive
lineman, nobody gets excited,even though anybody that knows
(05:17):
anything about football knowsthat arguably, it's even more
important than the quarterbackposition.
The offensive line is criticalto the foundation of a
successful offense and asuccessful team in general, but
even people who know that don'tnecessarily get excited whenever
their team drafts an offensivelineman, it's like it's just not
as sexy as the hot widereceiver right, the number one
(05:40):
prospect, or the quarterback, orthe defensive back.
It's just not as sexy.
And the things that and thethings that will grow your
business out there are the sameway they're not sexy
Accountability, repetition,consistency, role plays, and I
could keep going on and on andon and on and on about that
stuff.
They're not sexy words.
(06:00):
They're not words that you getup in the morning and it gets
you excited, but the reality isis those things are tough to do.
There's a lot of team pushbackwhenever it happens, but the
reality is, and thisneuroplasticity and the
psychology and the neurons andjust the way the brain works, it
is really intriguing to me.
And it's becoming more and moreintriguing to me all the
science and psychology becausethese, these are things that I
(06:23):
have believed in and taught foryears.
So the more I become obsessedwith it and the more I see work,
the more I want to bringinformation to all of you,
because if you're looking to getimplementation, if you're
looking to have real changehappen, the number one word that
you need to embed into yourculture, in your organization
and it's the best marketinginvestment you will ever have is
(06:43):
repetition, no matter how hardit is, repetition wins over
every other form of marketingperiod and that is not Brian
Wright's philosophy, that is notBrian Wright's opinion, that is
science, that is psychologytalking and I'm simply following
it.
And years ago when we startedNew Patient Group, you know I
(07:05):
was coming up with all thesedifferent names and you know.
Eventually I came to NewPatient Group and I have that
word group in there, like I said, for mutuality.
And let me talk to you aboutwhat this is and why I wanted to
wait until after our mostrecent iconic.
That was for those of you outthere that are customers that
haven't come to it yet.
We're going to have two nextyear.
(07:25):
It's going to be one all forclinical assistance, which is
going to be an amazing event.
Everybody listening.
If you really want change tohappen after people sign the
contract shorter appointments,more efficient appointments,
better compliance, not as manyunnecessary appointments.
Better compliance, not as manyunnecessary appointments.
(07:48):
Learning how to turn yourpatients into fans, increase in
Google reviews, a growth in yourGP referrals.
Our existing patient experienceis awesome.
It is totally out of the boxbut makes so much sense and
we've had so much success in thepractices that have implemented
it.
Well, that's what that's goingto all be about.
We're going to teach assistantshow to get more out of their
life, be a better team member, abetter leader and be a better
(08:10):
clinical assistant, because 90%of their job, even though it
seems they're a part of theclinical team well, they are,
but 90% of what they do everyday has nothing to do with
orthodontics, et cetera, etcetera.
At all.
Clinical orthodontics, etcetera, et cetera.
At all.
Clinical, it is hospitalitydriven, it is how to have a
conversation, it's communication, presentation, verbiage, sales,
psychology, and, whenever youhear that, it's what to say,
(08:32):
when to say why to say, how tosay all those things.
It is so critical for them tohave those skill sets, no
different than the rest of yourteam, if you want to maximize
your efficiency on the clinicalside.
So it is going to be an amazingevent and it's going to be
targeted at the same things thismutuality and cognitive
training are.
Now let's start with mutuality.
So the vision and what I wantednew patient group to become was
(08:56):
a group of like-mindedindividuals that thought very
differently than everybody elseand that is panned out to be
true.
It is why we have so many of ifyou see the doctor speaking on
stage and you're watching,they're probably a new patient
group and or RightChat customer.
And we have attracted thebiggest names in this industry,
(09:17):
as well as just names that youdon't know but are just as much
forward thinkers as those bignames that speak on stage.
And we've done so through thephilosophies of what we teach,
and part of this is thismutuality.
So the group in the new patientgroup is I wanted that group of
like-minded people that thoughtvery differently than everybody
else, and I wanted them to betogether almost as like they
(09:39):
work as one practice, onecompany, even though they don't,
and I wanted them all to pusheach other and advance each
other on the clinical side ofthe practice and also the
business.
And when those two things happenright, the better chef you
become and the more out of thebox you think with how you plate
the food and the ingredientsyou use and how they're sourced
(10:00):
right, the better you become atthat and also the better the
experiences the team provide atthe table and over the phone and
on your digital marketingpresence, blah, blah.
That is how you become famousin your community Everybody.
That's the recipe.
Being great at what you do andalso being great at the
experiences around what you do,that's the recipe.
(10:21):
Unfortunately, most companiesspend too much time obsessing
over their product and theyscrew their customer without
even knowing it.
Okay, and there's all kinds ofexamples.
I could sit here and give.
But, just like you going to thegym, you are going to be in
better shape If you have three,four or five people that have
the same goal in mind.
Right, it could be to lose bodyfat and get really ripped.
(10:44):
It could be to put on weightand get bulkier.
It could be to be able to runfarther and build up your cardio
endurance.
Whatever it may be, if you arewith a group of people that are
like-minded, trying toaccomplish the same goal, you
are more likely to reach it.
You're more likely to reach itquicker, you're more likely to
reach it in a more efficient way, and they will help hold you
(11:06):
accountable on those days thatyou just don't want to do it.
Right, and you can all relate tothis seven o'clock, six o'clock
, five o'clock.
You know my, my alarm.
I don't need one anymore, butI'm usually up at about four, 30
, five o'clock at the latest.
Um, I go into the kitchen, Ihave my multivitamins and
superfood drinks and everything.
I have a cup of coffee withsome coconut in it and some
(11:27):
turmeric spices.
I have that and then I work outon an empty stomach.
That's on purpose.
There's all kinds of studiesnow that are out around
anti-aging and muscledevelopment et cetera, et cetera
.
Hgh, growth development, allthat stuff that if you work out
on an empty stomach first thingin the morning, it is so, so
good for you.
Now, it took me a long time toget my body used to it, but I
(11:50):
still know that if I did thatand there was a group of people
I was working out with, I wouldbe taken to the next level and
beyond.
Okay, and also there aremornings where you wake up and
you just don't want to do itright.
Whatever it is.
I'm just using working out asan example and I find, for all
of you out there to be the bestpodcast host, to be the best
coach, to be the best CEO, thebest visionary, I find personal
(12:14):
well-being as the number oneinvestment, whether that be
constantly reading books or whatI put in my body, et cetera.
For all of you.
You deserve me to be at thehighest possible levels,
mentally and physically, butthere are days we don't want to
do stuff, and that is the dayswhere the group environment can
really hold you accountable,because now you're not letting
(12:34):
them down or you're not lettingyourself down.
You're letting them down andyou show up to the gym when you
otherwise wouldn't.
So this mutuality is exactlythat it's surrounding yourself
with people and unfortunately, alot of you out there in this
industry.
You do the opposite.
You either isolate yourself oryou surround yourself with
people that will actually bringyou down.
Like this.
Mutuality isn't just positivity, right, if you surround
(12:58):
yourself with a group of peoplethat constantly are talking
about ah, my patient's no show,they're terrible, or they just
want a cheap price, they'reterrible, or the DSO down the
street is the reason I'm failing, and the competition is the
reason why the industry's downand they're constantly talking
this way.
You need to get the hell awayfrom those people as fast as
possible, because the reality isis, if you just take care of
(13:21):
you and you constantly improvethe experiences for yourself,
your team and your customer,your patients you're going to
kick everybody's ass.
But it's such a mindset changeand there's too many people in
here that are in the industrythat talk about things that are
what they are Like.
You can't control them.
It's just going to change yourstate, which is going to affect
(13:41):
your mood, which is going topiss off yourself, your whole
team is going to create a badculture, your numbers are going
to suffer because of it, etcetera, et cetera, et cetera.
So the mutuality piece is you'vegot to do it together.
Now, one of the reasons I'mtalking about this today around
these two topics is the way newpatient group works and the way
it's panned out is.
(14:02):
We have these various ways teammembers can get together and we
have diverse ways andrepetition built into that.
Now, that is cognitive trainingthat I'm going to get to here
in just a second, and it'ssomething that all of you out
there need to improve in.
Whether you become a customerof ours and we help you develop
this and we bring this to yourorganization, or you're a
(14:23):
podcast listener that hasconvinced themselves, you can do
it on your own, or you're apodcast listener that has
convinced themselves, you can doit on your own.
These are topics that in 2025,you really, really, really need
to focus on All right.
So what we do?
You know we have these livebootcamp sessions and that's
where a bunch of our customerscome together.
A specific topic right, itcould be overcoming price
increase on the phone, it couldbe a digital workflow topic in
(14:44):
the exam room, whatever it maybe.
Those are just two examples ofmany.
And we hit three, four, five,six sessions in a row online,
you know, an hour each reallyhard, with role plays and
discussion topics, and againit's a group environment coming
together to work out but thisjust happens to be on their
skill sets as far as what theybring back to your practice.
(15:07):
Right, very powerful, because,again, the group holds each
other accountable.
When you're in session three ofa topic right, the other team
members can see are you gettingbetter or are you the same as
you were?
Topic one right, and sessionone and that was session one
could have been a couple ofweeks ago.
So this group environment isjust amazing and that's one of
(15:27):
the visions I had for our MPG.
Iconic event is yeah, do we getsome outside the new patient
group?
Family members come to it?
Yeah, but the vast majority ofpeople that are coming are ones
that are already investing in usfrom a private client
standpoint on the coaching andor digital marketing that we do,
standpoint on the coaching andor digital marketing that we do.
(15:49):
And the cool part about this isagain is it's now creating.
You know, we've had our doctormastermind group for many years
now and we have once a year it'sa spouse and doctor event In
2025, we're going to Scottsdalethis past year we're in San Luis
Obispo in California.
Every year the environmentchanges, but we come together as
a group and the bond is soamazing that's created over the
(16:10):
years.
And as this bond is created,the doctors interact on the chat
threads more.
They can hold each otheraccountable, they can get after
each other, they can push eachother, they can say, hey, look,
this case can be done withInvisalign as an example.
I know you don't think so, butyou don't think so maybe because
you haven't had the CE, like me.
Let me show you how it can bedone so clinically and other
(16:31):
areas as well, on the clinicalside as well as the business
right as well as life.
And of course, we're there todirect it and guide it and all
of that stuff.
But there's so many differentgroup environments that we've
created now with the employeesthat and we're just we're going
to launch our treatmentcoordinator mastermind.
We've got new Slack channelsbringing our employees together
(16:54):
and, like I said, we've got allthese different arenas where
people can meet in person.
They can watch each other roleplay, they can they can interact
on the chat threads, they cansee each other on Zoom and it's
like this gigantic family andit's so awesome because it
brings your employees and one ofthe things you have to watch is
that when you're in the eightto five, nine to five rut and
(17:17):
your employees are in that ruttoo, they lose complete
perspective on what's going inthe industry.
All this new economy stuff thatwe talk about people shopping,
calling five or more practicesbefore deciding which to
schedule shopping, going insidethree or more practices before
make a buying decision.
Less attention span than agoldfish, according to Microsoft
.
More than 10,000 marketingmessages people hear every given
(17:39):
day, according to Forbes, thatyou talk about.
You know one minute of video isworth 1.8 million words now,
because people can retain 95% ofwhat they see in a video,
compared to only 10% via anaudio experience.
Only a text message.
Your assistant talking chairside as an example would be
(18:00):
another one.
The power of video is real andall of these things create the
new economy.
But whenever you're lockedinside your door every day, and
then in combination, if yousurround yourself with the wrong
people, you're going tocompletely lose perspective on
the reality of why everythingyou do, if you want to thrive in
this new economy, has to bedifferent.
Now I view it as a good thing,because so few people will
(18:24):
change that.
The ones who do and the oneswho implement the things that we
teach you will kick ass.
It doesn't mean that you'regoing to have your greatest year
every year, but it does meanthat you'll recession-proof your
business.
When the industry is down 10%,you could be up 5, right,
without advertising.
When the industry is up 10,you're up 20 or 30 without
advertising right, it'srecession-proofing your
(18:44):
organization.
Right, it's recession proofingyour organization.
So this mutuality is a realthing and I really encourage and
challenge all of you out therein your personal lives,
employees in your career anddoctors in your businesses to
surround your people.
Surround yourself with peoplethat are going to take you
outside your comfort zone, aregoing to constantly challenge
you.
We are not, yes, people, right,we are there to challenge you
(19:07):
and get you to think differently, and that's what great
entrepreneurs do.
They're always ahead of thecurve.
And that's partly what I doevery December when we kind of
take a break, if you will.
We're really not taking a break, we're just taking a break from
the public high, if you will,but in December I try not to
travel as much.
This year is a little bitdifferent.
December is going to be a lotof travel.
Um, it just that is what it is.
(19:29):
We've closed a lot of coachingcustomers.
We have a lot of onsiteworkshops happening, uh, but
usually it's a little bit lesstravel.
Uh, really, no events andthings like that, no podcast,
because what we're doing is,like I said, we're resetting the
vision.
Uh, we are making sure that weare accomplishing that vision
for us and all of you, and it'sjust something that we have to
just take a break.
(19:49):
Even though we're not taking abreak, we're just working in a
very different way and all ofyou out there, you've got to
surround yourself with peoplethat are going to challenge you,
are going to make you thinkdifferently, are going to help
you get to an end goal, an endresult of whatever you want your
business, your practice to looklike, whatever you want your
life to look like, employees,whatever you want your career to
(20:10):
look like, isolating yourselfis an awful thing to do.
You know I was.
I did a workshop for apedo-ortho practice combination
a few months ago and when I getthere, they don't even the
orthodontist didn't even knowwhat an itero machine was.
The pedo had never heard of oneeither, which, if the pedo's
listening, you need to have anItero machine and you need to
(20:30):
implement our pedo program usingthat Itero machine.
Your conversion numbers will gonuts Topic for definitely for
another time.
But those are people, as anexample, that the only thing
they do is stuff with each other, like the pedo and the ortho,
they go to dinner together, blah, blah, blah.
They're not involved in groupsthat take them into today's
economy, the new economy.
(20:51):
So that's mutuality and it's areally, really, really powerful
thing when you bring youremployees together with other
team members, when you bringyourself together with other
doctors that are holding eachother accountable, it's a real
thing.
Now, in combination withmutuality, you have cognitive
training and I believe sothere's a lot of things.
You know, I spend my life andthis is in other industries as
(21:14):
well and I truly love it,because if I didn't love it I
would just bang my head so hardagainst the wall, I'd concuss
myself and I'd probably justgive up.
But I do truly love goingaround and what I do for a
living is mindset change and fora lot of you in the healthcare
bubble, changing your mindset isnot easy, and it's for a lot of
reasons.
Some of you run really badbusinesses and still make a ton
(21:36):
of money and convince yourselfthat you've got everything
figured out.
Other of you wait until yourpractice and your business is
tanking and then go seek helpand what you don't realize is is
at that point it's not.
It's like a patient waitinguntil they feel pain.
Right, it doesn't mean that itcan't be fixed, doesn't mean
that you can't get out of pain.
It's just going to take a lotlonger and a much more of a
(21:57):
larger financial investment inorder to get out of the pain and
get the problems corrected.
And it's the same thing forbusiness, everybody.
Once you're in decline and thenyou go seek help, that's like
the patient waiting to be inpain.
And this is why, when you'redoing well, that's when you go
out and seek help.
That's when you invest, justlike if you're doing well,
(22:18):
that's when you get businessloans.
You never want a business loanwhen you're not doing well.
Your rate's going to suck,you're not going to get the
money you want.
And it's kind of an ironicthing with loans is that the
people who really need themcan't get them.
This is why when you haveprofit, your business is rolling
, you should always seek loansand then, as long as that loan
can go out and either get youthe cash flow to survive for a
(22:40):
long time or go out and beinvested.
And that investment produces ahigher return than the interest
rate on the loan, you shouldalways do it, always.
And that investment produces ahigher return than the interest
rate on the loan, you shouldalways do it, always do it.
That's how you leverage debt tocreate wealth.
Every billionaire on the planetuses debt to create wealth.
They leverage debt to createwealth.
(23:00):
Back to the point on cognitivetraining.
So what?
Cognitive training talks about?
The science of it, thepsychology.
Cognitive training talks aboutthe science of it.
The psychology is all aroundrepetition in diverse
environments.
So what I wanted and this wasagain when we founded this
almost 12 years ago now I wantedthat mutuality.
And then I wanted thiscognitive training.
At the time I didn't reallyeven know what the terminologies
(23:21):
were Like.
That's how I ran my businesses.
I always knew that if I ran abusiness and mimicked what made
athletes great and mimicked whatmade the famous organizations
famous, I wanted to create thatand run my companies that way.
Why more people can't wraptheir head around that, I don't
know.
Now it's a harder way to runyour company because you're
constantly building the culturethrough training of the
(23:43):
leadership.
You know leadership development.
You're constantly training yourteam Like it never stops.
There is no okay finish lineBecause once you hit the finish
line, if you look at it that way, I guarantee you all and this
is again science and psychology,this is not me talking you will
revert back to how you did itbefore if you ignore it and you
don't keep the repetition goingand for all of you out there you
(24:05):
know, especially theorthodontists that listen you
know all about relapse.
Right, teeth go back to how theyused to be.
Well, one of my favorite topicsto talk about is it's not the
teeth.
That is how our body and ourmind is created.
So the teeth are goingbackwards because that's how
we're created as humans.
We all go backwards.
(24:25):
Athlete, if you have a loop inyour baseball swing and you work
hard to fix it, if you ignoreit and you don't stay repetitive
with it, the loop will comeback.
It's guaranteed, just like theteeth going backwards.
This is why all of you canrelate to damn.
I thought we had thatimplemented and then I listened
to a mystery call or, you know,I found out that we're not doing
(24:46):
this or that it's becausehumans are designed to go
backwards.
So if you don't look atrepetition as a marketing
investment, you will neverachieve what you otherwise could
achieve while reducing andeventually eliminating the need
for outside your dooradvertising.
So the cognitive training Ifind really cool, because let's
(25:09):
talk about the diverseenvironments first.
So a lot of you and thishappens to really any business a
lot of you get into thissituation where you know you
have a consultant visit youroffice, as an example.
You have a photographer visityour office.
You have your meetings insideyour office.
You get in this let's stayinside our bubble, and that is
(25:31):
the opposite of what the scienceand the psychology around
cognitive training talks about.
This is another reason I wantedour live boot camps, our MPG
Iconics and, again, it was socool to see people that have
been part of our program foryears.
You know the, the Rob, the, theDr Rob Schaefer's, the Dr Matt
(25:53):
Josie's uh, as an example, rightthere treatment coordinators
were were there and and they'vebeen through a lot of this, but
even they like I was watchingMichelle shout out Michelle, she
listens Rob Schaefer's wife andshe's got like a book, this
thick of notes, and it just mademe happy to go wow, look how
(26:14):
much she's learning even thoughthey've been with us, I think,
since 18, 2019, look how muchinformation she's taken back for
life, career and the business.
And it's really, really cool tosee those things in the
business and it's really reallycool to see those things.
And the reality all of you haveto see is is that the purpose
again is the same informationthat you could learn inside your
(26:36):
practice.
When that information isdelivered in another type of
environment outside of yourpractice, the information can be
received as new.
The information can be createdin a, delivered in a situation,
even by us.
Whenever we're delivering aniconic, it's different than how
we can present it inside apractice.
And these diverse environmentsof repetition, of hearing these
(27:00):
messages and, yeah, a lot of themessages are new, but a lot of
it's also delivered in adifferent way.
Even though it's the sameinformation, you are going to
retain it better.
It is the fastest and quickestway for implementation.
It's also the fastest andquickest way to make sure that
the implementation doesn't godown the toilet, which all of
you can relate to, whether it besomething new you implemented
(27:23):
clinically with the assistantsor something on the admin.
You know business side of things.
We've all been there wherewe're like, damn it, I thought
this was rolling and now we'renot even doing it.
Right, that's the equivalent ofthe teeth going backwards.
That's why you need retainersfor your whole body.
You need it for your business,right, we're in retention all
(27:44):
the time.
Anytime you've learnedsomething and you get really
great at it, boom, you must gointo retention, and part of that
is consistently stillrole-playing it Repetition and
again it's an unsexy word.
Nobody wants to hear it.
Everybody wants to.
Oh, let's go spend 6,000 amonth on pay-per-click, but the
second they hear, or get theirteam trained or the things I'm
talking about.
(28:05):
It's too expensive, butmeanwhile you're missing three
to five missed new patient callsa month during regular business
hours.
Your conversion on your phaseone to phase two conversion
could be better.
Your OBS conversion could bebetter.
Your pending treatmentfollow-up could be redefined.
Your receptionist could becompletely changed.
Your digital workflow could becompletely changed.
There are leaky holeseverywhere that all outproduce
(28:27):
anything pay-per-click will evercreate for your organization.
But you've got to buy in to therepetition.
You've got to buy in to thecognitive training, no matter
how hard it is.
And when you take therepetition in diverse
environments like if you guys Ichallenge all of you, if you're
listening to this podcast todayand let's say you have a park
(28:48):
that's a 10 minute walk fromyour practice the next time you
meet as a team, walk to the parktogether.
You know, shout out Dr MattJosie he's done this for years
and it's a wonderful idea wherehe'll take his team members on
one-on-one discussions and hejust goes for a walk, right?
So it's the same discussion hecould have had in a sit-down
environment inside the practice,but he's bringing it into a
(29:10):
diverse environment and that ispart of what cognitive training
talks about.
And, like I said, these arethings that some of you out
there do and these are thingsthat I did for years, but I
actually didn't even know what Iwas doing.
I just thought it was the rightway and I really passionately
believed it was the right way.
But now, after years ofstudying and a couple books that
(29:33):
I'm into now, this cognitivetraining and this mutuality is
real.
So when you look at us andwe're coming into the practice
to see you in a private fashion,we're flying in there, we're
doing private online sessions,but then we're doing that in a
repetitive environment.
But then we're bringing youinto the diverse environments,
like our iconic events here inColorado Springs, the live boot
(29:57):
camp sessions and more and more.
Just like we bring the doctorsinto diverse environments with
our mastermind meeting we haveonce a month, the in-person
spousal and doctor meeting thatwe have once a month, and we're
going to continually add waysthat we can get in front of our
customers as much as possible inas many diverse ways as
possible to bring thisrepetition to the table.
(30:18):
It is a game changer for all ofyou and in 2025, I think we're
going to have more podcasts thismonth, but in case that we
don't, because I the more I'mdoing today's podcast, the more
I'm liking this to kind of bethe send off for season seven.
So if there's nothing else thatcomes out, don't be surprised,
but this is one of the thingsthat I want you to change the
(30:40):
mindset and going into 2025 ishow can I surround myself by a
group of like-minded people thatare trying to accomplish
something that I want toaccomplish?
How can I surround myself by agroup of like-minded people that
are trying to accomplishsomething that I want to
accomplish?
How can I surround myself bypeople that are going to take me
out of my comfort zone to getthere?
Challenge me to thinkdifferently.
Challenge me to be a betterleader.
Challenge me to be a betterdoctor clinically.
(31:01):
Challenge my team to be betterhumans, better at their career,
better in ways that are going tohelp my business.
How can I do my digitalmarketing differently?
How can I rethink and reimagineeverything going on inside my
doors and online from an onlinemarketing standpoint?
I challenge you to think thatway, and how can I surround and
(31:22):
find people like that that aregoing to do that?
Also, how can I make repetition, no matter how hard it is?
How can I make repetition amain focal point in my
organization and no matter howmany times I have to role play
and practice with Susie.
She is not only going to bebetter for it, she is also going
(31:42):
to keep things from goingbackwards.
How can I be repetitive indiverse environments, right?
How can I take my team to moreevents?
How can I take my team, youknow, for a nice lunch?
You know, at a nice restaurantand all of you know how I feel
about that where, if you want tobe a high-end organization,
that's how you want your brandrepresented.
If you want to be high dollar,one of the best marketing
(32:03):
investments you'll ever make istaking your team to places that
they can't afford.
Because if you're going for atable for two for $700, which,
by the way, that's what ourprogram teaches we just happen
to bring it in your practiceinstead of the restaurant.
That's who we are, that is whatwe are trying to do for all of
you is.
If you were a restaurant andyou charge $700, right, that's
(32:23):
an expensive table for two.
Obviously, that's what we do.
We just happen to do thatinside the practice environment.
It's the same analogy, right?
Same analogy.
So, if you want to be that,practice again the skill sets
that your team has to learn.
That's one, but the other oneis is they have to, they have to
witness, they have to be partof some of those organizations
(32:46):
that will treat them that way.
That's when the light bulbs goon to where they can go.
Oh, okay, I get it right,because when they're going to a
steakhouse and they're paying 40bucks for a table for two, that
is not the experience that youwant for your organization
period.
When you are commoditized, whenyou have this new economy, when
(33:08):
you're trying to charge morethan the other three opinions,
et cetera, et cetera.
The experience has to be whatwould come with a $700 table for
two restaurant, not a table fortwo that costs 50, right.
And if your employees can'tever go, experience that they're
never going to understand whereyou're trying to take your
organization.
So these three things ofmutuality really two, but two
(33:31):
that come with cognitivetraining making it three.
So, mutuality you got to findthat group of people for 2025
that are going to help take youbeyond.
We can help you.
I'm sure other people can too,but we definitely have that
group for you and it's alreadyset up for you to come join us,
right?
And the cognitive training ofrepetition which, boy oh boy, do
we bring to the tablerepetition of role plays,
(33:53):
discussion topics, culture,building items, et cetera, et
cetera.
There is no bad repetition, butyou do have to practice it,
just like an athlete.
If they repetitively practicesomething, but they're
practicing the wrong things, notgoing in the right direction.
So you've got to practice theright things in a repetitive
environment and thenrepetitively, and then do so in
(34:14):
a diverse environment.
Take your people to the park,like I said in role play, go
rent out a nice little room andhave a great lunch together.
In role play, okay, do allthese things and through that,
you are going to be better forit.
Okay, do all these things andthrough that, you are going to
be better for it and yourorganization is going to
absolutely dominate in 2025 andbeyond.
So if this is the last podcastof the year, I appreciate we
(34:36):
grew the following this year man, oh man.
Shout out to Dubai.
By the way, we've got somefollowers over there now and
this is just awesome to see thisunderground cult following just
become kind of, I guess, aboveground now because it's getting
so big.
And I just want to give onemore shout out to the attendees
at our treatment coordinatoriconic that we had last month
(34:58):
and I had them all over thehouse we had a big treatment
coordinator party at the house.
That was just amazing.
If you're watching on YouTube,you've already seen some of that
B-roll earlier in this episode,but it was just your attitudes
just being coachable, how youhelp each other.
I saw some of our more seasonedtreatment coordinators really
put in wonderful, wonderfulfeedback, really give that
(35:20):
mentorship, that guidance.
And again, that goes back towhat we always wanted.
Right Is is have people thathave been with us for quite a
while, how can they help?
You know we're coaching them,obviously, but how can we have
people that have been throughthe grind, been through our
program for many years?
How can they now become amentor to other treatment
coordinators?
(35:41):
In this example?
And it's the same way withclinical assistants and front
desks and concierge and thedoctors with each other.
It was just amazing.
We have a line summit.
Matter of fact, when thispodcast comes out, I will be at
a line summit, so make sure tocome watch Speak on Friday,
looking forward to seeing thepodcast listeners, our customers
there, go have some cocktails,some dinner, all the line
(36:02):
technology.
Folks Can't wait to see youthere and we'll have a great
summit presentation.
That is something I'm going tobe doing for the very first time
, really focused on after thesigned contract, how you can
reinvent patient compliance andthat whole journey from a
non-clinical standpoint whenpeople are in treatment, and
really going to open up someeyes.
But if this is the last podcastlike I said, thanks for
(36:25):
following everybody it means theworld We've really skyrocketed
the growth we continue to gainthat following.
If there is other ones, I'll saybye to you as well in that one,
but if this is the last one,merry Christmas to you, happy
New Year to you, have a greatThanksgiving as well, and we'll
either see you back for anotherone here in November or for
episode one of season eight.
My goodness, season eight'scoming and we got a really cool
(36:47):
one to kick off the year andit's going to be probably about
reimagining growth.
There's another one I'mconsidering, but I believe it's
going to be the year youreimagine growth how to view
growth as an entrepreneur ratherthan a corporation, how to view
it as an entrepreneur ratherthan a business owner.
Those are very different thingsand look forward to really
changing some mindset to kickoff season eight.
Until then, everybody, I'll seeyou at Alliance Summit.
(37:10):
Have a great rest of November.
We'll talk to everybody soon.
Bye-bye.
Welcome aboard the new patient group flight deck.
Less chaos Check.
Less stress.
Check Less advertising costsCheck More personal and
financial freedom.
Ah, check, All right.
Business checklist completed.
Let the takeoff roll begin.
Speaker 2 (00:23):
Welcome to season seven of the new patient group
audio experience, a podcastdedicated to forward thinking
doctors wanting to learninnovative ways to run their
business today so your practicecan achieve new heights tomorrow
.
And now your host.
He's the founder and CEO of newpatient Group, managing partner
(00:45):
of RightChat and a trustedmotivational speaker for
Invisalign OrthoPhi and others,brian Wright.
Speaker 3 (00:55):
Hey, new Patient Group and RightChat Nation.
Welcome inside the broadcastbooth, brian Wright here, and
welcome in to another edition ofthe New Patient Group podcast,
as we are getting closer andcloser to wrapping up Season 7.
As many of you know, we don'tdo podcast episodes in December.
That is a reset of our brains,looking forward to the following
year, coming up with new ideasfor our customers, our family
(01:16):
members, and also reviewing ourvision and reviewing the year
for us and things that we'reproud of, things that we know
that we need to get better at.
Just keep driving our customersforward, keep offering a better
experience and making sure ourvision and our vision for all of
you out there some of you knowit, some of you don't and
remember a vision is not amission statement.
A vision is something you arealways trying to accomplish in
(01:37):
the future.
It's never something thatyou're going to be satisfied
with.
It's not a finish line thatyou're ever going to get there.
Mission statements are more inthe moment.
Vision statements are more whatyou're always trying to
accomplish in the future.
All of you should have one.
Hopefully I have it as part ofmy podcast notes on when.
I don't know when I'm going todo it, but it is out there all
around a vision, a mission, thedifference between the two, why
(01:59):
a vision is far more importantand our vision as a company is
we believe companies at theirfinest in any industry place
their employee and theircustomer experiences ahead of
their product or service.
Now, that does not mean forthose of you who are newly
checking into this that does notmean that you shouldn't be
trying to be the best clinician,trying to be the best chef,
right.
All that is something that youstrive for and that is part of
(02:22):
an experience.
But to dominate, whateverindustry you're in, the
experiences for your teammembers, your employees and your
customers, the non-clinicalexperiences, the non-food
experiences, that is how youcreate famous companies, right?
So, for those of you out there,if you combine amazing clinical
skill sets with just absolutelyunsurpassed non-clinical skill
(02:44):
sets experiences constantlyworking on your culture,
constantly having a growthmindset to get better and train
your people in a way to interactwith your customer better, you
will crush people without havingto advertise.
Matter of fact, when times aretough and the economy's down
like it's been, the last thingyou want to do is advertise.
When people don't have money tospend, right, the constant
(03:05):
focus is what can I do betterinside my doors to plug the
leaky holes that every businesshas?
Whether you're great or you'renot, every business has leaky
holes everywhere, and todaywe're going to be diving in.
I wanted to wait until I wejust had our new patient group,
our second MPG iconic but it wasour very first treatment
coordinator iconic and it wasabsolutely incredible.
(03:28):
The feedback was amazing.
The TCs all say hey, can pleasehave one again in 2025.
Best event for it.
You know I'm not only am Igoing to get the skill sets to
be a better treatmentcoordinator, but I'm also going
to be a better person.
I've learned how to advance mycareer forward.
I'm a better leader.
Going back into my practiceenvironment, and this is an
(03:48):
event that's just never existedbefore anywhere in the
orthodontic profession dentalbeyond it does not exist.
And this is again our.
You know, everything we do istrying to bring outside of your
healthcare bubble expertise andbring it inside your doors so
you can be unique, so you canshowcase why your 7,000 and the
(04:11):
other five opinions are six orfive right.
Why are you more?
How can you convert more at ahigher price?
And I wanted to wait until wewere done with this most recent
iconic to do this.
This is a topic that I've beenstudying hard for many, many
years.
It's something that I've becomemore and more obsessed with
over the past year or two.
It was one of the visions Ioriginally had when starting New
(04:34):
Patient Group.
That's the reason why the wordgroup, as a matter of fact, is
in the name is because ofmutuality and cognitive training
, and that's going to be thetopic today.
I am currently reading a bookand I'll put it in the
description below, and the bookis talking about neuroplasticity
, and it's a very interestingtopic to me because within that
(04:54):
topic, it talks about thefastest and best ways to get new
information inside somebody'sbrain completely absorbed to the
point where they can actuallygo and deliver.
It is repetition.
Now, repetition is funny.
It's just like for thosefootball fans out there.
I always use this analogy whenyour team drafts an offensive
lineman, nobody gets excited,even though anybody that knows
(05:17):
anything about football knowsthat arguably, it's even more
important than the quarterbackposition.
The offensive line is criticalto the foundation of a
successful offense and asuccessful team in general, but
even people who know that don'tnecessarily get excited whenever
their team drafts an offensivelineman, it's like it's just not
as sexy as the hot widereceiver right, the number one
(05:40):
prospect, or the quarterback, orthe defensive back.
It's just not as sexy.
And the things that and thethings that will grow your
business out there are the sameway they're not sexy
Accountability, repetition,consistency, role plays, and I
could keep going on and on andon and on and on about that
stuff.
They're not sexy words.
(06:00):
They're not words that you getup in the morning and it gets
you excited, but the reality isis those things are tough to do.
There's a lot of team pushbackwhenever it happens, but the
reality is, and thisneuroplasticity and the
psychology and the neurons andjust the way the brain works, it
is really intriguing to me.
And it's becoming more and moreintriguing to me all the
science and psychology becausethese, these are things that I
(06:23):
have believed in and taught foryears.
So the more I become obsessedwith it and the more I see work,
the more I want to bringinformation to all of you,
because if you're looking to getimplementation, if you're
looking to have real changehappen, the number one word that
you need to embed into yourculture, in your organization
and it's the best marketinginvestment you will ever have is
(06:43):
repetition, no matter how hardit is, repetition wins over
every other form of marketingperiod and that is not Brian
Wright's philosophy, that is notBrian Wright's opinion, that is
science, that is psychologytalking and I'm simply following
it.
And years ago when we startedNew Patient Group, you know I
(07:05):
was coming up with all thesedifferent names and you know.
Eventually I came to NewPatient Group and I have that
word group in there, like I said, for mutuality.
And let me talk to you aboutwhat this is and why I wanted to
wait until after our mostrecent iconic.
That was for those of you outthere that are customers that
haven't come to it yet.
We're going to have two nextyear.
(07:25):
It's going to be one all forclinical assistance, which is
going to be an amazing event.
Everybody listening.
If you really want change tohappen after people sign the
contract shorter appointments,more efficient appointments,
better compliance, not as manyunnecessary appointments.
Better compliance, not as manyunnecessary appointments.
(07:48):
Learning how to turn yourpatients into fans, increase in
Google reviews, a growth in yourGP referrals.
Our existing patient experienceis awesome.
It is totally out of the boxbut makes so much sense and
we've had so much success in thepractices that have implemented
it.
Well, that's what that's goingto all be about.
We're going to teach assistantshow to get more out of their
life, be a better team member, abetter leader and be a better
(08:10):
clinical assistant, because 90%of their job, even though it
seems they're a part of theclinical team well, they are,
but 90% of what they do everyday has nothing to do with
orthodontics, et cetera, etcetera.
At all.
Clinical orthodontics, etcetera, et cetera.
At all.
Clinical, it is hospitalitydriven, it is how to have a
conversation, it's communication, presentation, verbiage, sales,
psychology, and, whenever youhear that, it's what to say,
(08:32):
when to say why to say, how tosay all those things.
It is so critical for them tohave those skill sets, no
different than the rest of yourteam, if you want to maximize
your efficiency on the clinicalside.
So it is going to be an amazingevent and it's going to be
targeted at the same things thismutuality and cognitive
training are.
Now let's start with mutuality.
So the vision and what I wantednew patient group to become was
(08:56):
a group of like-mindedindividuals that thought very
differently than everybody elseand that is panned out to be
true.
It is why we have so many of ifyou see the doctor speaking on
stage and you're watching,they're probably a new patient
group and or RightChat customer.
And we have attracted thebiggest names in this industry,
(09:17):
as well as just names that youdon't know but are just as much
forward thinkers as those bignames that speak on stage.
And we've done so through thephilosophies of what we teach,
and part of this is thismutuality.
So the group in the new patientgroup is I wanted that group of
like-minded people that thoughtvery differently than everybody
else, and I wanted them to betogether almost as like they
(09:39):
work as one practice, onecompany, even though they don't,
and I wanted them all to pusheach other and advance each
other on the clinical side ofthe practice and also the
business.
And when those two things happenright, the better chef you
become and the more out of thebox you think with how you plate
the food and the ingredientsyou use and how they're sourced
(10:00):
right, the better you become atthat and also the better the
experiences the team provide atthe table and over the phone and
on your digital marketingpresence, blah, blah.
That is how you become famousin your community Everybody.
That's the recipe.
Being great at what you do andalso being great at the
experiences around what you do,that's the recipe.
(10:21):
Unfortunately, most companiesspend too much time obsessing
over their product and theyscrew their customer without
even knowing it.
Okay, and there's all kinds ofexamples.
I could sit here and give.
But, just like you going to thegym, you are going to be in
better shape If you have three,four or five people that have
the same goal in mind.
Right, it could be to lose bodyfat and get really ripped.
(10:44):
It could be to put on weightand get bulkier.
It could be to be able to runfarther and build up your cardio
endurance.
Whatever it may be, if you arewith a group of people that are
like-minded, trying toaccomplish the same goal, you
are more likely to reach it.
You're more likely to reach itquicker, you're more likely to
reach it in a more efficient way, and they will help hold you
(11:06):
accountable on those days thatyou just don't want to do it.
Right, and you can all relate tothis seven o'clock, six o'clock
, five o'clock.
You know my, my alarm.
I don't need one anymore, butI'm usually up at about four, 30
, five o'clock at the latest.
Um, I go into the kitchen, Ihave my multivitamins and
superfood drinks and everything.
I have a cup of coffee withsome coconut in it and some
(11:27):
turmeric spices.
I have that and then I work outon an empty stomach.
That's on purpose.
There's all kinds of studiesnow that are out around
anti-aging and muscledevelopment et cetera, et cetera
.
Hgh, growth development, allthat stuff that if you work out
on an empty stomach first thingin the morning, it is so, so
good for you.
Now, it took me a long time toget my body used to it, but I
(11:50):
still know that if I did thatand there was a group of people
I was working out with, I wouldbe taken to the next level and
beyond.
Okay, and also there aremornings where you wake up and
you just don't want to do itright.
Whatever it is.
I'm just using working out asan example and I find, for all
of you out there to be the bestpodcast host, to be the best
coach, to be the best CEO, thebest visionary, I find personal
(12:14):
well-being as the number oneinvestment, whether that be
constantly reading books or whatI put in my body, et cetera.
For all of you.
You deserve me to be at thehighest possible levels,
mentally and physically, butthere are days we don't want to
do stuff, and that is the dayswhere the group environment can
really hold you accountable,because now you're not letting
(12:34):
them down or you're not lettingyourself down.
You're letting them down andyou show up to the gym when you
otherwise wouldn't.
So this mutuality is exactlythat it's surrounding yourself
with people and unfortunately, alot of you out there in this
industry.
You do the opposite.
You either isolate yourself oryou surround yourself with
people that will actually bringyou down.
Like this.
Mutuality isn't just positivity, right, if you surround
(12:58):
yourself with a group of peoplethat constantly are talking
about ah, my patient's no show,they're terrible, or they just
want a cheap price, they'reterrible, or the DSO down the
street is the reason I'm failing, and the competition is the
reason why the industry's downand they're constantly talking
this way.
You need to get the hell awayfrom those people as fast as
possible, because the reality isis, if you just take care of
(13:21):
you and you constantly improvethe experiences for yourself,
your team and your customer,your patients you're going to
kick everybody's ass.
But it's such a mindset changeand there's too many people in
here that are in the industrythat talk about things that are
what they are Like.
You can't control them.
It's just going to change yourstate, which is going to affect
(13:41):
your mood, which is going topiss off yourself, your whole
team is going to create a badculture, your numbers are going
to suffer because of it, etcetera, et cetera, et cetera.
So the mutuality piece is you'vegot to do it together.
Now, one of the reasons I'mtalking about this today around
these two topics is the way newpatient group works and the way
it's panned out is.
(14:02):
We have these various ways teammembers can get together and we
have diverse ways andrepetition built into that.
Now, that is cognitive trainingthat I'm going to get to here
in just a second, and it'ssomething that all of you out
there need to improve in.
Whether you become a customerof ours and we help you develop
this and we bring this to yourorganization, or you're a
(14:23):
podcast listener that hasconvinced themselves, you can do
it on your own, or you're apodcast listener that has
convinced themselves, you can doit on your own.
These are topics that in 2025,you really, really, really need
to focus on All right.
So what we do?
You know we have these livebootcamp sessions and that's
where a bunch of our customerscome together.
A specific topic right, itcould be overcoming price
increase on the phone, it couldbe a digital workflow topic in
(14:44):
the exam room, whatever it maybe.
Those are just two examples ofmany.
And we hit three, four, five,six sessions in a row online,
you know, an hour each reallyhard, with role plays and
discussion topics, and againit's a group environment coming
together to work out but thisjust happens to be on their
skill sets as far as what theybring back to your practice.
(15:07):
Right, very powerful, because,again, the group holds each
other accountable.
When you're in session three ofa topic right, the other team
members can see are you gettingbetter or are you the same as
you were?
Topic one right, and sessionone and that was session one
could have been a couple ofweeks ago.
So this group environment isjust amazing and that's one of
(15:27):
the visions I had for our MPG.
Iconic event is yeah, do we getsome outside the new patient
group?
Family members come to it?
Yeah, but the vast majority ofpeople that are coming are ones
that are already investing in usfrom a private client
standpoint on the coaching andor digital marketing that we do,
standpoint on the coaching andor digital marketing that we do.
(15:49):
And the cool part about this isagain is it's now creating.
You know, we've had our doctormastermind group for many years
now and we have once a year it'sa spouse and doctor event In
2025, we're going to Scottsdalethis past year we're in San Luis
Obispo in California.
Every year the environmentchanges, but we come together as
a group and the bond is soamazing that's created over the
(16:10):
years.
And as this bond is created,the doctors interact on the chat
threads more.
They can hold each otheraccountable, they can get after
each other, they can push eachother, they can say, hey, look,
this case can be done withInvisalign as an example.
I know you don't think so, butyou don't think so maybe because
you haven't had the CE, like me.
Let me show you how it can bedone so clinically and other
(16:31):
areas as well, on the clinicalside as well as the business
right as well as life.
And of course, we're there todirect it and guide it and all
of that stuff.
But there's so many differentgroup environments that we've
created now with the employeesthat and we're just we're going
to launch our treatmentcoordinator mastermind.
We've got new Slack channelsbringing our employees together
(16:54):
and, like I said, we've got allthese different arenas where
people can meet in person.
They can watch each other roleplay, they can they can interact
on the chat threads, they cansee each other on Zoom and it's
like this gigantic family andit's so awesome because it
brings your employees and one ofthe things you have to watch is
that when you're in the eightto five, nine to five rut and
(17:17):
your employees are in that ruttoo, they lose complete
perspective on what's going inthe industry.
All this new economy stuff thatwe talk about people shopping,
calling five or more practicesbefore deciding which to
schedule shopping, going insidethree or more practices before
make a buying decision.
Less attention span than agoldfish, according to Microsoft
.
More than 10,000 marketingmessages people hear every given
(17:39):
day, according to Forbes, thatyou talk about.
You know one minute of video isworth 1.8 million words now,
because people can retain 95% ofwhat they see in a video,
compared to only 10% via anaudio experience.
Only a text message.
Your assistant talking chairside as an example would be
(18:00):
another one.
The power of video is real andall of these things create the
new economy.
But whenever you're lockedinside your door every day, and
then in combination, if yousurround yourself with the wrong
people, you're going tocompletely lose perspective on
the reality of why everythingyou do, if you want to thrive in
this new economy, has to bedifferent.
Now I view it as a good thing,because so few people will
(18:24):
change that.
The ones who do and the oneswho implement the things that we
teach you will kick ass.
It doesn't mean that you'regoing to have your greatest year
every year, but it does meanthat you'll recession-proof your
business.
When the industry is down 10%,you could be up 5, right,
without advertising.
When the industry is up 10,you're up 20 or 30 without
advertising right, it'srecession-proofing your
(18:44):
organization.
Right, it's recession proofingyour organization.
So this mutuality is a realthing and I really encourage and
challenge all of you out therein your personal lives,
employees in your career anddoctors in your businesses to
surround your people.
Surround yourself with peoplethat are going to take you
outside your comfort zone, aregoing to constantly challenge
you.
We are not, yes, people, right,we are there to challenge you
(19:07):
and get you to think differently, and that's what great
entrepreneurs do.
They're always ahead of thecurve.
And that's partly what I doevery December when we kind of
take a break, if you will.
We're really not taking a break, we're just taking a break from
the public high, if you will,but in December I try not to
travel as much.
This year is a little bitdifferent.
December is going to be a lotof travel.
Um, it just that is what it is.
(19:29):
We've closed a lot of coachingcustomers.
We have a lot of onsiteworkshops happening, uh, but
usually it's a little bit lesstravel.
Uh, really, no events andthings like that, no podcast,
because what we're doing is,like I said, we're resetting the
vision.
Uh, we are making sure that weare accomplishing that vision
for us and all of you, and it'sjust something that we have to
just take a break.
(19:49):
Even though we're not taking abreak, we're just working in a
very different way and all ofyou out there, you've got to
surround yourself with peoplethat are going to challenge you,
are going to make you thinkdifferently, are going to help
you get to an end goal, an endresult of whatever you want your
business, your practice to looklike, whatever you want your
life to look like, employees,whatever you want your career to
(20:10):
look like, isolating yourselfis an awful thing to do.
You know I was.
I did a workshop for apedo-ortho practice combination
a few months ago and when I getthere, they don't even the
orthodontist didn't even knowwhat an itero machine was.
The pedo had never heard of oneeither, which, if the pedo's
listening, you need to have anItero machine and you need to
(20:30):
implement our pedo program usingthat Itero machine.
Your conversion numbers will gonuts Topic for definitely for
another time.
But those are people, as anexample, that the only thing
they do is stuff with each other, like the pedo and the ortho,
they go to dinner together, blah, blah, blah.
They're not involved in groupsthat take them into today's
economy, the new economy.
(20:51):
So that's mutuality and it's areally, really, really powerful
thing when you bring youremployees together with other
team members, when you bringyourself together with other
doctors that are holding eachother accountable, it's a real
thing.
Now, in combination withmutuality, you have cognitive
training and I believe sothere's a lot of things.
You know, I spend my life andthis is in other industries as
(21:14):
well and I truly love it,because if I didn't love it I
would just bang my head so hardagainst the wall, I'd concuss
myself and I'd probably justgive up.
But I do truly love goingaround and what I do for a
living is mindset change and fora lot of you in the healthcare
bubble, changing your mindset isnot easy, and it's for a lot of
reasons.
Some of you run really badbusinesses and still make a ton
(21:36):
of money and convince yourselfthat you've got everything
figured out.
Other of you wait until yourpractice and your business is
tanking and then go seek helpand what you don't realize is is
at that point it's not.
It's like a patient waitinguntil they feel pain.
Right, it doesn't mean that itcan't be fixed, doesn't mean
that you can't get out of pain.
It's just going to take a lotlonger and a much more of a
(21:57):
larger financial investment inorder to get out of the pain and
get the problems corrected.
And it's the same thing forbusiness, everybody.
Once you're in decline and thenyou go seek help, that's like
the patient waiting to be inpain.
And this is why, when you'redoing well, that's when you go
out and seek help.
That's when you invest, justlike if you're doing well,
(22:18):
that's when you get businessloans.
You never want a business loanwhen you're not doing well.
Your rate's going to suck,you're not going to get the
money you want.
And it's kind of an ironicthing with loans is that the
people who really need themcan't get them.
This is why when you haveprofit, your business is rolling
, you should always seek loansand then, as long as that loan
can go out and either get youthe cash flow to survive for a
(22:40):
long time or go out and beinvested.
And that investment produces ahigher return than the interest
rate on the loan, you shouldalways do it, always.
And that investment produces ahigher return than the interest
rate on the loan, you shouldalways do it, always do it.
That's how you leverage debt tocreate wealth.
Every billionaire on the planetuses debt to create wealth.
They leverage debt to createwealth.
(23:00):
Back to the point on cognitivetraining.
So what?
Cognitive training talks about?
The science of it, thepsychology.
Cognitive training talks aboutthe science of it.
The psychology is all aroundrepetition in diverse
environments.
So what I wanted and this wasagain when we founded this
almost 12 years ago now I wantedthat mutuality.
And then I wanted thiscognitive training.
At the time I didn't reallyeven know what the terminologies
(23:21):
were Like.
That's how I ran my businesses.
I always knew that if I ran abusiness and mimicked what made
athletes great and mimicked whatmade the famous organizations
famous, I wanted to create thatand run my companies that way.
Why more people can't wraptheir head around that, I don't
know.
Now it's a harder way to runyour company because you're
constantly building the culturethrough training of the
(23:43):
leadership.
You know leadership development.
You're constantly training yourteam Like it never stops.
There is no okay finish lineBecause once you hit the finish
line, if you look at it that way, I guarantee you all and this
is again science and psychology,this is not me talking you will
revert back to how you did itbefore if you ignore it and you
don't keep the repetition goingand for all of you out there you
(24:05):
know, especially theorthodontists that listen you
know all about relapse.
Right, teeth go back to how theyused to be.
Well, one of my favorite topicsto talk about is it's not the
teeth.
That is how our body and ourmind is created.
So the teeth are goingbackwards because that's how
we're created as humans.
We all go backwards.
(24:25):
Athlete, if you have a loop inyour baseball swing and you work
hard to fix it, if you ignoreit and you don't stay repetitive
with it, the loop will comeback.
It's guaranteed, just like theteeth going backwards.
This is why all of you canrelate to damn.
I thought we had thatimplemented and then I listened
to a mystery call or, you know,I found out that we're not doing
(24:46):
this or that it's becausehumans are designed to go
backwards.
So if you don't look atrepetition as a marketing
investment, you will neverachieve what you otherwise could
achieve while reducing andeventually eliminating the need
for outside your dooradvertising.
So the cognitive training Ifind really cool, because let's
(25:09):
talk about the diverseenvironments first.
So a lot of you and thishappens to really any business a
lot of you get into thissituation where you know you
have a consultant visit youroffice, as an example.
You have a photographer visityour office.
You have your meetings insideyour office.
You get in this let's stayinside our bubble, and that is
(25:31):
the opposite of what the scienceand the psychology around
cognitive training talks about.
This is another reason I wantedour live boot camps, our MPG
Iconics and, again, it was socool to see people that have
been part of our program foryears.
You know the, the Rob, the, theDr Rob Schaefer's, the Dr Matt
(25:53):
Josie's uh, as an example, rightthere treatment coordinators
were were there and and they'vebeen through a lot of this, but
even they like I was watchingMichelle shout out Michelle, she
listens Rob Schaefer's wife andshe's got like a book, this
thick of notes, and it just mademe happy to go wow, look how
(26:14):
much she's learning even thoughthey've been with us, I think,
since 18, 2019, look how muchinformation she's taken back for
life, career and the business.
And it's really, really cool tosee those things in the
business and it's really reallycool to see those things.
And the reality all of you haveto see is is that the purpose
again is the same informationthat you could learn inside your
(26:36):
practice.
When that information isdelivered in another type of
environment outside of yourpractice, the information can be
received as new.
The information can be createdin a, delivered in a situation,
even by us.
Whenever we're delivering aniconic, it's different than how
we can present it inside apractice.
And these diverse environmentsof repetition, of hearing these
(27:00):
messages and, yeah, a lot of themessages are new, but a lot of
it's also delivered in adifferent way.
Even though it's the sameinformation, you are going to
retain it better.
It is the fastest and quickestway for implementation.
It's also the fastest andquickest way to make sure that
the implementation doesn't godown the toilet, which all of
you can relate to, whether it besomething new you implemented
(27:23):
clinically with the assistantsor something on the admin.
You know business side of things.
We've all been there wherewe're like, damn it, I thought
this was rolling and now we'renot even doing it.
Right, that's the equivalent ofthe teeth going backwards.
That's why you need retainersfor your whole body.
You need it for your business,right, we're in retention all
(27:44):
the time.
Anytime you've learnedsomething and you get really
great at it, boom, you must gointo retention, and part of that
is consistently stillrole-playing it Repetition and
again it's an unsexy word.
Nobody wants to hear it.
Everybody wants to.
Oh, let's go spend 6,000 amonth on pay-per-click, but the
second they hear, or get theirteam trained or the things I'm
talking about.
(28:05):
It's too expensive, butmeanwhile you're missing three
to five missed new patient callsa month during regular business
hours.
Your conversion on your phaseone to phase two conversion
could be better.
Your OBS conversion could bebetter.
Your pending treatmentfollow-up could be redefined.
Your receptionist could becompletely changed.
Your digital workflow could becompletely changed.
There are leaky holeseverywhere that all outproduce
(28:27):
anything pay-per-click will evercreate for your organization.
But you've got to buy in to therepetition.
You've got to buy in to thecognitive training, no matter
how hard it is.
And when you take therepetition in diverse
environments like if you guys Ichallenge all of you, if you're
listening to this podcast todayand let's say you have a park
(28:48):
that's a 10 minute walk fromyour practice the next time you
meet as a team, walk to the parktogether.
You know, shout out Dr MattJosie he's done this for years
and it's a wonderful idea wherehe'll take his team members on
one-on-one discussions and hejust goes for a walk, right?
So it's the same discussion hecould have had in a sit-down
environment inside the practice,but he's bringing it into a
(29:10):
diverse environment and that ispart of what cognitive training
talks about.
And, like I said, these arethings that some of you out
there do and these are thingsthat I did for years, but I
actually didn't even know what Iwas doing.
I just thought it was the rightway and I really passionately
believed it was the right way.
But now, after years ofstudying and a couple books that
(29:33):
I'm into now, this cognitivetraining and this mutuality is
real.
So when you look at us andwe're coming into the practice
to see you in a private fashion,we're flying in there, we're
doing private online sessions,but then we're doing that in a
repetitive environment.
But then we're bringing youinto the diverse environments,
like our iconic events here inColorado Springs, the live boot
(29:57):
camp sessions and more and more.
Just like we bring the doctorsinto diverse environments with
our mastermind meeting we haveonce a month, the in-person
spousal and doctor meeting thatwe have once a month, and we're
going to continually add waysthat we can get in front of our
customers as much as possible inas many diverse ways as
possible to bring thisrepetition to the table.
(30:18):
It is a game changer for all ofyou and in 2025, I think we're
going to have more podcasts thismonth, but in case that we
don't, because I the more I'mdoing today's podcast, the more
I'm liking this to kind of bethe send off for season seven.
So if there's nothing else thatcomes out, don't be surprised,
but this is one of the thingsthat I want you to change the
(30:40):
mindset and going into 2025 ishow can I surround myself by a
group of like-minded people thatare trying to accomplish
something that I want toaccomplish?
How can I surround myself by agroup of like-minded people that
are trying to accomplishsomething that I want to
accomplish?
How can I surround myself bypeople that are going to take me
out of my comfort zone to getthere?
Challenge me to thinkdifferently.
Challenge me to be a betterleader.
Challenge me to be a betterdoctor clinically.
(31:01):
Challenge my team to be betterhumans, better at their career,
better in ways that are going tohelp my business.
How can I do my digitalmarketing differently?
How can I rethink and reimagineeverything going on inside my
doors and online from an onlinemarketing standpoint?
I challenge you to think thatway, and how can I surround and
(31:22):
find people like that that aregoing to do that?
Also, how can I make repetition, no matter how hard it is?
How can I make repetition amain focal point in my
organization and no matter howmany times I have to role play
and practice with Susie.
She is not only going to bebetter for it, she is also going
(31:42):
to keep things from goingbackwards.
How can I be repetitive indiverse environments, right?
How can I take my team to moreevents?
How can I take my team, youknow, for a nice lunch?
You know, at a nice restaurantand all of you know how I feel
about that where, if you want tobe a high-end organization,
that's how you want your brandrepresented.
If you want to be high dollar,one of the best marketing
(32:03):
investments you'll ever make istaking your team to places that
they can't afford.
Because if you're going for atable for two for $700, which,
by the way, that's what ourprogram teaches we just happen
to bring it in your practiceinstead of the restaurant.
That's who we are, that is whatwe are trying to do for all of
you is.
If you were a restaurant andyou charge $700, right, that's
(32:23):
an expensive table for two.
Obviously, that's what we do.
We just happen to do thatinside the practice environment.
It's the same analogy, right?
Same analogy.
So, if you want to be that,practice again the skill sets
that your team has to learn.
That's one, but the other oneis is they have to, they have to
witness, they have to be partof some of those organizations
(32:46):
that will treat them that way.
That's when the light bulbs goon to where they can go.
Oh, okay, I get it right,because when they're going to a
steakhouse and they're paying 40bucks for a table for two, that
is not the experience that youwant for your organization
period.
When you are commoditized, whenyou have this new economy, when
(33:08):
you're trying to charge morethan the other three opinions,
et cetera, et cetera.
The experience has to be whatwould come with a $700 table for
two restaurant, not a table fortwo that costs 50, right.
And if your employees can'tever go, experience that they're
never going to understand whereyou're trying to take your
organization.
So these three things ofmutuality really two, but two
(33:31):
that come with cognitivetraining making it three.
So, mutuality you got to findthat group of people for 2025
that are going to help take youbeyond.
We can help you.
I'm sure other people can too,but we definitely have that
group for you and it's alreadyset up for you to come join us,
right?
And the cognitive training ofrepetition which, boy oh boy, do
we bring to the tablerepetition of role plays,
(33:53):
discussion topics, culture,building items, et cetera, et
cetera.
There is no bad repetition, butyou do have to practice it,
just like an athlete.
If they repetitively practicesomething, but they're
practicing the wrong things, notgoing in the right direction.
So you've got to practice theright things in a repetitive
environment and thenrepetitively, and then do so in
(34:14):
a diverse environment.
Take your people to the park,like I said in role play, go
rent out a nice little room andhave a great lunch together.
In role play, okay, do allthese things and through that,
you are going to be better forit.
Okay, do all these things andthrough that, you are going to
be better for it and yourorganization is going to
absolutely dominate in 2025 andbeyond.
So if this is the last podcastof the year, I appreciate we
(34:36):
grew the following this year man, oh man.
Shout out to Dubai.
By the way, we've got somefollowers over there now and
this is just awesome to see thisunderground cult following just
become kind of, I guess, aboveground now because it's getting
so big.
And I just want to give onemore shout out to the attendees
at our treatment coordinatoriconic that we had last month
(34:58):
and I had them all over thehouse we had a big treatment
coordinator party at the house.
That was just amazing.
If you're watching on YouTube,you've already seen some of that
B-roll earlier in this episode,but it was just your attitudes
just being coachable, how youhelp each other.
I saw some of our more seasonedtreatment coordinators really
put in wonderful, wonderfulfeedback, really give that
(35:20):
mentorship, that guidance.
And again, that goes back towhat we always wanted.
Right Is is have people thathave been with us for quite a
while, how can they help?
You know we're coaching them,obviously, but how can we have
people that have been throughthe grind, been through our
program for many years?
How can they now become amentor to other treatment
coordinators?
(35:41):
In this example?
And it's the same way withclinical assistants and front
desks and concierge and thedoctors with each other.
It was just amazing.
We have a line summit.
Matter of fact, when thispodcast comes out, I will be at
a line summit, so make sure tocome watch Speak on Friday,
looking forward to seeing thepodcast listeners, our customers
there, go have some cocktails,some dinner, all the line
(36:02):
technology.
Folks Can't wait to see youthere and we'll have a great
summit presentation.
That is something I'm going tobe doing for the very first time
, really focused on after thesigned contract, how you can
reinvent patient compliance andthat whole journey from a
non-clinical standpoint whenpeople are in treatment, and
really going to open up someeyes.
But if this is the last podcastlike I said, thanks for
(36:25):
following everybody it means theworld We've really skyrocketed
the growth we continue to gainthat following.
If there is other ones, I'll saybye to you as well in that one,
but if this is the last one,merry Christmas to you, happy
New Year to you, have a greatThanksgiving as well, and we'll
either see you back for anotherone here in November or for
episode one of season eight.
My goodness, season eight'scoming and we got a really cool
(36:47):
one to kick off the year andit's going to be probably about
reimagining growth.
There's another one I'mconsidering, but I believe it's
going to be the year youreimagine growth how to view
growth as an entrepreneur ratherthan a corporation, how to view
it as an entrepreneur ratherthan a business owner.
Those are very different thingsand look forward to really
changing some mindset to kickoff season eight.
Until then, everybody, I'll seeyou at Alliance Summit.
(37:10):
Have a great rest of November.
We'll talk to everybody soon.
Bye-bye.
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