April 26, 2024 • 32 mins
This episode is brought to you by Ortho Marketing in partnership with Synapse. Dean Steinman is joined by George Aliphtiras, Executive Director and Co-founder of Synapse Dental. Learn about the groundbreaking release of the Dental Pain Eraser, a game-changing device designed to alleviate dental pain without invasive procedures. We discuss its impact on the dental industry, how it works, and what this means for patient comfort and so much more!
Ready to elevate your practice? Contact us!
https://orthomarketing.com/contact-us/
About George Aliphtiras
A serial entrepreneur, co-founder of orthodontic/dental and medical imaging companies, all revolutionizing the patient experience, from the first invisible braces (SimpliClear/BioMers), metabolic-liver health handheld diagnostic (Velacur/Sonic Incytes) and now patient comfort with the Dental Pain Eraser from Synapse Dental. With the Dental Pain Eraser, patients can now remove oral discomfort/pain from the entire treatment journey, not just at chairside. Orthodontists and other dental professional can benefit from using the Dental Pain Eraser to differentiate themselves from the competition, by providing the new standard in patient comfort while treating their patients. We know that patients have become a practice's top referral source, surpassing traditional dental colleagues with the rise of social media, so patient experient is critical to practice success. The innovation has been recognized by the AAO, leading to the OrthoInnovator Award, OrthoTank Winner and Investment Recipient and most recently, TechSelect partner for the new category, Patient Comfort.
Ready to elevate your practice? Contact us!
https://orthomarketing.com/contact-us/
About George Aliphtiras
A serial entrepreneur, co-founder of orthodontic/dental and medical imaging companies, all revolutionizing the patient experience, from the first invisible braces (SimpliClear/BioMers), metabolic-liver health handheld diagnostic (Velacur/Sonic Incytes) and now patient comfort with the Dental Pain Eraser from Synapse Dental. With the Dental Pain Eraser, patients can now remove oral discomfort/pain from the entire treatment journey, not just at chairside. Orthodontists and other dental professional can benefit from using the Dental Pain Eraser to differentiate themselves from the competition, by providing the new standard in patient comfort while treating their patients. We know that patients have become a practice's top referral source, surpassing traditional dental colleagues with the rise of social media, so patient experient is critical to practice success. The innovation has been recognized by the AAO, leading to the OrthoInnovator Award, OrthoTank Winner and Investment Recipient and most recently, TechSelect partner for the new category, Patient Comfort.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hi there. My name is Georgealif DearS, executive director and co founder
of sab Sentaal. In this podcast, you'll learn about the release of the
dental paint eraser to the dental industry, Orthomarketing dot com, three hundred and
sixty degree digital marketing solutions for yourpractice. Well hold everybody out there in
(00:32):
podcast land. This is Dean Steinmannfrom Wealth of Marketing and guess what.
We are back with another podcast foryou, and I hope everybody is doing
well. It is now springtime,twenty twenty four, and it bring us
in the air. People are smiling, people are happy, flowers of blooming.
(00:53):
Baseball's back. I am very excitedtoday to have a very timely guest,
have a great big personal in companyfor you to learn about, and
very very excited to have with metoday George Alpatittas. And George is the
executive director of synab Stental and we'regoing to talk to you about some great
(01:15):
technologies and great things in the industry. So George, welcome. How are
you today, Hey, Geena,it's great to be here. Thank you
so much for the invitation, andit's a lovely spring day where I am
too so it seems to be NorthAmerica. Why that spring is here and
the birds are singing in the sunshine, so they gotta love it. But
the thing, you know, birdsof singing, birds of singing, son
(01:37):
is out. There's no eclipse today. So it's a good it's a good
thing. So George, welcome.So so we're gonna walk jump right into
it. So synap Stental, we'rewe're working with you or partner with you
as far as the marketing goes.But let's take a step back. Everybody
who is Synapstental and what is itthat you guys do? Yeah, glad
to do so. So we area startup company focused on the dental consumer
(02:05):
oral health industry and really we're transformingthe patient experience and how do we do
that. We're basically removing the painfrom the treatment journey, both in office
and also at home. So reallytrying to transform what typically in the past,
(02:27):
like most patients are very obviously maynot have a very positive experience going
to see the dentist during their chairside treatment and also post appointment. We're
actually revolutionizing how that pain is nowvanishing from both the chair and also at
(02:47):
the at home. No it's funnythat they there are the two biggest fears
that people face are public speaking,are going to the dentist. And it's
funny, you know, the misconceptionthat people have with that that's an afraid
or that this because I think it'sgoing to hurt. So Fellow us a
little bit of the genesis of synapseand how it came to be. Yeah,
(03:14):
So it really started from the clinicalneed and the patient problem of that
kind of fear and also just thereality that dentistry or just treatment can be
uncomfortable or painful. So my cofounder, doctor Cosmo kind of believe was
practicing in at Boston University and alsoin his private practice and really had a
(03:38):
constant, you know issue of youknow, all these patients coming in and
not having good solutions to treat atcherside and also at home because you know,
you treat patients, but you know, again it's about being empathetic.
You know, we want to givethe best care. You know, as
patients we want to receive the bestcare. But how how do you kind
(04:00):
of tackle the problem of giving greatexperience at chaircide and at home. So
he really went on the journey andexplored what possible technology solutions could be applied
to address this big problem of dentistry. And he came out of eureka moment,
let's say, of using a nervemodulation long used in medicine and really
(04:26):
now becoming integrated into everyday use moreso, but applying it to dentistry and
consumer oral health. And I knowit's a what is neuve modulation? Is
a next question? Right? Yeah, yeah, next question? What is
it? Well, you know,it just a electrical stimulation. In this
(04:51):
case, it's substantiary. So reallyyou might feel tickled tinkled, but ultimately
you're blocking the pain signal at thelocal level, so it's not systemic,
it's not affecting the body. Youwon't have the big profound numbness that overwhelms
(05:13):
you when you have, like,you know, that wisdom tooth extraction.
Like I think everyone's like had somesort of extraction likely and you always will
have some numbness or you might evenhave GA. Right, and that postop
pain is not very sold right,interesting, So let's talk more about that
Eureka moment. How did that actuallycome to be? Did you're with those
(05:35):
Cosmo wake up one day and saysaid this is needed or what actually,
you know, how did that actuallyhappen? Well, again, he was
dealing with a lot of chronic painpatients in this clinic. Okay, especially
at the university, you always havethe most the most sensitive or the most
(05:56):
vulnerable patients coming in. So hewas dealing with that those patients and really
found the you know, opioid narcoticsand just traditional top topical or injectable not
really being effective to deal with thatlong lasting like how do I effectively give
(06:17):
relief for a long period of time? And also the fact is it's a
lot of these are invasive, soyou have to like, well, can
I eliminate the whole invasiveness needle component? And there's also contradications. I mean,
we know that substance abuse or especiallythese days it's an issue with opioid
(06:43):
epidemic, it can affect people.You know, unfortunately it does lead to
lives loss because people are abusing thesepowerful tools to deal with pain. And
that led to you, is therea safe, non invasive, sustained pain
(07:03):
relief that is also effective to removepain discomfort? And that led to kind
of that eurek of neuromodulation, electricalstimulation I mean, it's a new category
in the dental anesesia. We callit electronic dental anesthesia and the proprietary name
(07:28):
is pulse Wave Technology. This podcastis sponsored by Orthomarketing dot com. Hey
even athod This a dentist looking togive you practice the competitive edge that deserves
well. Look no further than theWealth of Marketing. Wealth of Marketing is
the dentist. Orthodontis choice for digitalmarketing. Wealth of Marketing we specialize in
(07:50):
helping orthodot This and dentists just likeyou attract more new patients. A team
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here to help you practice shine.We're gonna supercharge your online presence. We're
gonna optimize your website. We're gonnaharness the power of social media to connect
you with the patients that you want. Say goodbye to empty chairs and say
(08:13):
hello to a thriving practice. ChooseWealth of Marketing today and watch your patient
list grow. Visit worthomarketing dot comand learn more and take the first steps
towards you practice success with the marketing. It's not just our name, it's
what we do really Okay, Sowhat is synapse, what is what's the
(08:37):
what's what's behind that? Yeah?And really our mission and synapse is really
we're establishing a new patient comfort standardin dentistry and also at oral home care,
making treatment and oral care more comfortable. So that is really our mission
(08:58):
of everyone should be comfortable at home, comfortable at chair, and having a
really good experience. I mean,it doesn't have to be that she I'm
kind of anxious or fearful or becauseeven in my tell you a story,
but my mom, who you know, she's unfortunately, she's one of those
(09:20):
anxious patients and she always cringed togo for her cleanings and she wasn't and
she told me last time. It'slike before we started using dental paint,
raiss stories like jeory, do wedo? Do I have to go to
the dentist? Right? This islike my eighty year old mother, right,
tell you me like do I reallyhave to go? I'm like,
(09:41):
well, come, you used toasked mom the same question, man,
do I run through the dentist?Well? Now haha, now you doing
mar exactly role reversal, right,so exactly, So what we did was
h it was great I mean wepre applied at home. Again, she
applied to her at just before shewent to the appointment, just you know,
(10:05):
around the areas that she knew shewas going to have a cleaning because
she's got a bit of a paradaltaldisease, not extensive, but a bit
of like inflammation, et cetera.And she pre applied it when then we
went to the dentist and then theyjust did some reapplication and some deep pockets
that she has and she was good. She did her appointment, she got
(10:28):
her cleaning, then she walked outand she was happy for a lot of
timetually. So let's take a stepback. What is the dental paint of
raiser and how does it work?Yeah, so one of the key things
as part of the Eureka moment ismaking it affordable and accessible. So we
are the first hand held pen shapeddevice that can be applied by the clinician
(10:54):
at cherside or even by the patientat home. So it's just a very
simple it's like almost a pin.So if you look at it and I
can show it in my hand howsmall it is, it's there you go.
So it's simple and you apply itin the area just for a few
seconds and you've got relief for upto forty eight hours. So it's really,
(11:16):
you know, really innovative because it'seasy, safe, and you can
apply it anywhere. So you cango apply it at home, you can
give it to your child. It'ssafe for children, you don't have toop
pills, it's long lasting. Again, it's a very easy, safe,
effective means to you know, achievethat consistent comfortable feeling. Okay, So
(11:41):
you know people that are a littleyou know, anxious or what have you,
what's going to stop them or isit going to stop or a governor
on it so they keep it onthere because I'm going to keep us on
for half an hour, you know, it's to make sure I don't have
pain. So is there is thereany issues with somebody over using it or
once you hit a level that you'reat there no matter what. So you
know, our basically rule of thumbis apply until you have relief. There
(12:07):
is a timer which is five minutes. Our label from the FDA it says
no more than ten minutes at asingle session, but you can reapplied as
much as you want as necessary toachieve that relief. So ultimately you just
(12:28):
reapply it as needed to achieve thatconsistent like feeling of comfort. Like give
an example, people have TEMJ orTMD issues like you know that sort has
some people that have clenching and bruxism. People are pre applied before even the
(12:48):
go to bed just for you know, two three minute applications per side to
achieve that comfort, so when youwake up in the morning, you don't
have that achiness, the headache thatactually can occur for those that have issues
with you know, that cleanching bruxismteam jay issue which is quite common especially
(13:11):
with COVID, Right, yeah,no doubt. So what kind of feedback
have you received from your partners andpractitioners who are using it and why does
you know, why does patient comefrom matter to them? Well, you
know, one of the things,it's what's happening in in you know,
dentistry, in orthodotics and again togive a bit of a color, I
(13:35):
mean doctor cosmo Is is an orthodotistand he deals with a lot of complexity
because he deals with you know,lots of complex cases and but simple too.
So really, what from an industryperspective that we have found too from
feedback is that people have acknowledged that, you know, getting new patients in
(13:58):
the door new business is really importantbecause as a business operator, you have
to run a business. You haveto be profitable to provide the best care.
So really bringing that new patient inis very important. So, really,
how do you differentiate yourself from theothers in the market, provide the
best care, best technology, bestsolutions, and experience. Patient experience specifically
(14:24):
matters because it's all about differentiation.Why they should come to see you close,
meaning they say yes to you,saying yes for treatment, so you
have to eliminate that fear anxiety thatis also part of treatment, and also
even during the journey, making surethat they have that consistency of experience even
(14:48):
when they leave the chair and athome, because now people are very social,
they post on Instagram, the poston TikTok, so making sure that
they're really positive about their appointment,not only in the practice but also when
they're home. So really, thishas been a game changer because you can
apply it easily, it's effective,and it's long lasting. So it's really
(15:13):
a practice transformational tool because it hitsall the key points of being successful in
practice today. On average, howlong does the patient use the pain eraser
for Is it is only a twentyfour hour thing two days, three days
a week, two weeks, Howlong do I it's something that they're actually
(15:35):
using. It does depend on whattype of treatment they're undergoing. So if
they're in general practice just a cleaning, typically then the pre apply just for
a few seconds per tooth, youknow, ten twenty seconds in orthough when
it's more achy pain, that oneyou apply after the appointment typically because it's
(15:58):
all about moving teeth around on thePDL, the paradil, the ligament,
so that could be from thirty secondsto and you typically will have relief in
one area. Now, if you'rehaving in that chair aside, let's say
for replacing the needle for an injection, that's going to be for you two
(16:18):
and a half minutes because you're cuttingthe needle out for some of those carries
that you may have and treatment ofcarries if you've got TMD issues, you
have to do the whole muscle musculatureitself, so that's going to be like
a four to five minute application.So really it's dependent on the type of
(16:40):
relief that is required and is itone and done or is this something that
if they continually do over the questof several days or is it just right
away after the treatment? Usually it'sdone. The relief is twenty four to
forty eight hours, and you canreapply. Now people may just you know,
(17:00):
may not give may want to reapplylonger so they have a longer relief.
So it is dependent on how muchyou apply. So the more you
apply, the longer relief you'll have. But typically it's twenty four for eight
hours. So let's say you havean adjustment and when you have that first
week of braces, which typically isI've had braces all my all my friends
(17:22):
have had braces. So that firstweek is tough because you're on the liquid
diet, you're kenny, you know, any hard foods. Just imagine that
you can apply this daily or basicallyfor the whole first you know, three
to five days of that first week, and you can start eating whatever you
want. You're not limited to soupor the liquid diet. You can just
(17:48):
start having good dietary consumption and actuallyhygiene, your hygiene is going to not
be compromised. Right, So nowlet's talk from a clinicians perspective. There,
So most that this not this arefacing stricter composition ever before. All
right, so now they're looking forways to position themselves differently in the marketplace.
(18:14):
So we'll talk us a little bitabout how to integrate the dental pain
eraser into a practice to attract newpatients and how to make them position themselves
to be a little different. Yeah. Now it's super important because ultimate again
differentiate. Differentiation does matter in themarketplace. So being the best you can
be in communicating that effectively, bothfrom your social website to anything campaigns that
(18:41):
you do in a community. Iswe provide when doctors and practices say yes
they integrate the dental paint raser isyou know, come to us why because
we're the best most comfortable treatment experiencepossible. So the integrated as part of
the value prop lead with it comfortexperience and it does bring patients to the
(19:07):
door. I mean we have excitingthing is now is that with that home
unit which is the white unit inmy head, they're actually now giving as
part of the patient care kit.So when you start treatment or when you
have an emergency, let's say,mommy, you know you've got that mom
who brings her child in after trauma. Guess what, you've got this so
(19:30):
you can take it home. Youcan treat the trauma at home. You
don't have to take anything else.It's great, it's convenient. So really,
that differentiation of being comprehensive, meaningan approach of both in chair and
post chair when they lead for home, is super important because that's the unique
advantage that that practice will have asbeing comprehensive best in class care because comfort
(19:56):
is the key experience as a mention, you know. So now, guys,
as a professional, then professional authadopt this. Why don't you think
what makes you different than your competitors? Okay, what makes you stand out?
And write these down? I thinkabout what is your differentiator, what
makes your practice different? And thentake a look at that list, right,
(20:18):
four or five things down, andthen think how many of those things
that you wrote down the patient caresabout. It's not about you, it's
about them. So comfort is,George, is super important. All right?
So so George, why don't youtell us a little bit about how
practice can really stand out by sayingthem, you know, presenting themselves with
(20:38):
comfort and marketing it that way.And that's some of the things that you
know, you and I have donewith some of the practices that we have
and work together on. So youknow, what's one tip that a practice
can that you would suggest right nowto say a practice could do to make
themselves stand out using synaps Well,one of the things is that we we
(20:59):
become part of the marketing budget forthe practice. An example is that we
provide the practice branding extension on thedental paint eraser. So basically your brand
is situated on the dental paint eraiser, so it's provided by you,
the provider of care, so reallyyour center as part of the delivery of
(21:23):
comfort. We're not we're just thetechnology, the enabler, but it's you,
the provider, who's actually providing that. And that's why we did that
custom branding option for people who buyin into the dental paint Raiser, and
it's available to everyone, so youcan be an artist, a general practitioner,
(21:47):
and we even have people that havedispensing to pedos like when teething,
we know the sleepless nights in yourlife of TV paid teething occurring because you
have eruption. People are using itas part of like hey I need some
I need some quiet time. Youknow, I need to sleep a few
hours. And you know, sothey're actually giving it to their their babies
(22:11):
to to address teething. And it'sall branded. I mean, they're giving
branded hunits and it's like a lifesaverfor these parents. Like, thank god,
I've got this and I can actuallyhave release and the kid's happy,
I'm happy. Everyone's happy. Right, And it's all because of the provider.
Right, you're the one. You'rethe hero, right, It's good
(22:32):
to be a hero. So,speaking the heroes, why don't you tell
us what's the best response that you'veheard of feedback you've heard of practice who
you're working with? What you knowwhat what came out of the blue that
really blew you away and made yousuper happy? Well, you know,
we we received stories all the timeand it can be anything from you know
(22:55):
what it saved the day for me? Really, I mean anything like you
know, patients coming in they wereuncomfortable, they were you know, and
they they were treated with dental paineraser and they're like giving hugs, like
crying of you know, literally peoplelike saying thank you so much, because
(23:18):
again, you're taking people out ofthe of pain or discomfort. They're gonna
give you a thousandfold you know,better reviews of anyone that is that will
give you just say, oh,great service. I mean know, these
patients are really have high levels ofgratitude to and we received like, you
(23:41):
know, testimonials and videos and fromfrom practices that are posting on Facebook and
Instagram recognizing the impact that it's had. So those are some great stories.
Or even like not stopping treatment,you know, or you know, allowing
patients to come in for cleanings ortreatment. Those are big wins for the
(24:03):
practice and your great business development,you know, for the practice, because
it's all about bringing your patients inand retaining them. That's it. Yep.
And you know from you know,from our perspective, you know,
at local Marketing, our job isto bust in the seats and position our
practices differently. And this has beena game change for some of our practices
(24:23):
that we work with together because nowwe have the ability to make them different,
to make them stand out and tooffer comfort, and to be able
to really position them as a leaderand offering something different in the market than
just the same old thing. Youknow. So now that you know,
that's one of the great differentiators aboutyou know, working with a company like
Steps and offering this into your practice. Is you have the ability now to
(24:47):
position yourself away from your competition,all right, and to offer something and
let do that. That's that's different. At the same time, make a
difference in people's lives, you know, and if you can make somebody is
life better and happier? Home runthere. Let me ask you two more
questions, George. So, youknow, as you know, an entrepreneur,
(25:10):
and you know and and and inthe tech business. I've had a
lot of industry leaders on my podcastbefore and it's incredible. I love talking
entrepreneurs and figuring out, you know, their journey and what have you.
So, if you had a timemachine and you could go back two years,
what's one bit of advice you wouldgive yourself to do that you have
(25:32):
as far as different well, youknow, I think really is to focus
and in work and embed ourselves.I think we were maybe a bit too
broad based in focus two years ago. But I think, you know,
really doubling down and focusing on youknow, execution on the Orthan spase because
(26:00):
that's where we started off and wedecided to expand a bit but now we're
really focused in orthodonics, but alsodeveloping p DO GP and other segments because
again it's the opportunity is huge,demand is there, the needs there,
but really focusing and that's why wein the past to eighteen twenty four months
(26:25):
we've actually seen a massive response fromthe profession and that has led to us
winning the AO Innovator Award last yearand also the Ortho Tank as well,
and also other industry accolades. Soreally, focus, execution is the key.
(26:48):
Focus is so hard, you know, you get caught up in things
and if you go one way,they have to get back on the other.
So Stanieline, you know, focusis so important no matter what you
do. All right. So sorry, I's two questions, but I still
love too more. All right.So if Sinnat was writing a children's book,
what would the title be, Hm, that is a good question.
(27:10):
Children's book. I would say makingwell, something along the lines of making
that first impression matter, like becauseagain children are very impressionable, right and
their first experience creates the foundation fortheir next to ten thirty forty years.
(27:36):
So that's why, just going backto one of the segments that we have
really a lot of pull now ispet up because there they have the probably
the most if not I think probablythe most sensitive patient itself. And you
know, having that experience really forthose patients a positive one. Their first
(28:00):
interaction with PETO or the GP veryimportant. Sure, So if somebody wanted
to get more information, learn aboutit, become a partner. What's the
best way would you suggest for somebodyto do socus? Obviously you're gonna let's
take one step back. You're gonnabe at AAO this year then New Orleans.
I'll be there as well, Sowhat booth will be at And if
(28:22):
somebody you know wants to use usahead of time before the show, how
would they they be able to beatyou with person? And then afterwards what's
the best way for them to beatyou? Yeah, I mean we we've
got a comprehensive website. We canactually request a live demo with us.
That is the best way to experiencethe dental paint eraser because seeing is believing
(28:44):
And we actually do live demos withwith PRIC with providers and the teams and
they're like wow. We kind ofbuild a wow factor and if we make
it fun and we make it youknow, interactive with the team. So
I always encourage people go to thewebsite, book a demo. It will
make it happen for you and theteam. So it's all about creating fun
and with the team and making surethat everyone's successful when they say yes to
(29:10):
Dental Paint Eraser and the website yourl is is dentalpaint Eraser dot com.
Perfect. Good, alrighty great?And if somebody had wanted to reach out
to you personally, who's asked somequestions or wanted to become a partner.
But in addition to that, what'sthe best way of them to reach you
as well? Email? Super easy. Email is George pat sin Ats dental
(29:32):
dot com. Great, awesome,all right, So now I have one
last final question for you, George. Okay, so I'm a few sore
on you know, on your phonewhile we're talking about I just got a
text that an asteroid is hitting Earthin three hours from now. So you
got to run after this and youhave to go to the market and pick
your last meal. What do youwhat are you eating? Oh that is
(29:56):
a tough question, but you know, I think I'm a very simple person.
I have to go to my mystaple though it's hard to get.
I'm a big fan of Greek yogurt, so but it has to be really
(30:17):
good and so I do like Greekyogurt with nice artisanal honey and some other
nuts or or fresh fruit. That'sthat's my go to. Any So the
last meal is yogurt, yogurt withhoney and other things, any particular flavor
and any fruit. Very high qualityGreek yogurt with artistical honey, freshly roasted
(30:45):
nuts. Hmmm is my go to. I know, simple, but if
you have, you've had some Greekyogurt that is true Greek yogurt. You
know what I mean. Awesome,Great, well, George, thanks so
much for joining. I reallyppreciate it. Guys, reach out to this to
synapse. These guys are They're great, They're great to work with, so
(31:06):
we work with them. We workwith many of our clients, our partners
with them. We're working with themand helping them with some marketing as well,
positioning practices in the market to bedifferent, to stand out. And
this is a great opportunity for youto make a difference in somebody's life and
to make yourself unique in the marketplace. So highly recommend it. I've gotten
(31:29):
some great feedback from many of ourclients and you know, and through the
industry, and it's you don't winan award like they did by accident,
so you know, I don't,you know, basically support many companies out
there or throw my hat into it. Any things. Guys are great,
So you know, George, welldone so far. Look forward to the
to the future with you, andagain, everybody out there in podcast land,
please reach out to these guys.They're great. If you want to
(31:52):
just do a demo, they'll help. They'll help you out, very hands
on, great team, real personaland there're was I'm my work with.
So George, thanks so much.I really appreciate it. Everybody in podcast
land, thank you so much forlistening. Again. We'd love your support.
We love your feedback. If youguys have any questions on here,
please reach out to us, followus the show notes, and are going
(32:14):
to reach out to Synapse. They'llmake you smile. So everybody out there
and podcast land, thanks so much. Keep marketing and happy. Smiles WORTHO
marketing dot Com three hundred and sixtydegree digital marketing solutions for your practice
Hi there. My name is Georgealif DearS, executive director and co founder
of sab Sentaal. In this podcast, you'll learn about the release of the
dental paint eraser to the dental industry, Orthomarketing dot com, three hundred and
sixty degree digital marketing solutions for yourpractice. Well hold everybody out there in
(00:32):
podcast land. This is Dean Steinmannfrom Wealth of Marketing and guess what.
We are back with another podcast foryou, and I hope everybody is doing
well. It is now springtime,twenty twenty four, and it bring us
in the air. People are smiling, people are happy, flowers of blooming.
(00:53):
Baseball's back. I am very excitedtoday to have a very timely guest,
have a great big personal in companyfor you to learn about, and
very very excited to have with metoday George Alpatittas. And George is the
executive director of synab Stental and we'regoing to talk to you about some great
(01:15):
technologies and great things in the industry. So George, welcome. How are
you today, Hey, Geena,it's great to be here. Thank you
so much for the invitation, andit's a lovely spring day where I am
too so it seems to be NorthAmerica. Why that spring is here and
the birds are singing in the sunshine, so they gotta love it. But
the thing, you know, birdsof singing, birds of singing, son
(01:37):
is out. There's no eclipse today. So it's a good it's a good
thing. So George, welcome.So so we're gonna walk jump right into
it. So synap Stental, we'rewe're working with you or partner with you
as far as the marketing goes.But let's take a step back. Everybody
who is Synapstental and what is itthat you guys do? Yeah, glad
to do so. So we area startup company focused on the dental consumer
(02:05):
oral health industry and really we're transformingthe patient experience and how do we do
that. We're basically removing the painfrom the treatment journey, both in office
and also at home. So reallytrying to transform what typically in the past,
(02:27):
like most patients are very obviously maynot have a very positive experience going
to see the dentist during their chairside treatment and also post appointment. We're
actually revolutionizing how that pain is nowvanishing from both the chair and also at
(02:47):
the at home. No it's funnythat they there are the two biggest fears
that people face are public speaking,are going to the dentist. And it's
funny, you know, the misconceptionthat people have with that that's an afraid
or that this because I think it'sgoing to hurt. So Fellow us a
little bit of the genesis of synapseand how it came to be. Yeah,
(03:14):
So it really started from the clinicalneed and the patient problem of that
kind of fear and also just thereality that dentistry or just treatment can be
uncomfortable or painful. So my cofounder, doctor Cosmo kind of believe was
practicing in at Boston University and alsoin his private practice and really had a
(03:38):
constant, you know issue of youknow, all these patients coming in and
not having good solutions to treat atcherside and also at home because you know,
you treat patients, but you know, again it's about being empathetic.
You know, we want to givethe best care. You know, as
patients we want to receive the bestcare. But how how do you kind
(04:00):
of tackle the problem of giving greatexperience at chaircide and at home. So
he really went on the journey andexplored what possible technology solutions could be applied
to address this big problem of dentistry. And he came out of eureka moment,
let's say, of using a nervemodulation long used in medicine and really
(04:26):
now becoming integrated into everyday use moreso, but applying it to dentistry and
consumer oral health. And I knowit's a what is neuve modulation? Is
a next question? Right? Yeah, yeah, next question? What is
it? Well, you know,it just a electrical stimulation. In this
(04:51):
case, it's substantiary. So reallyyou might feel tickled tinkled, but ultimately
you're blocking the pain signal at thelocal level, so it's not systemic,
it's not affecting the body. Youwon't have the big profound numbness that overwhelms
(05:13):
you when you have, like,you know, that wisdom tooth extraction.
Like I think everyone's like had somesort of extraction likely and you always will
have some numbness or you might evenhave GA. Right, and that postop
pain is not very sold right,interesting, So let's talk more about that
Eureka moment. How did that actuallycome to be? Did you're with those
(05:35):
Cosmo wake up one day and saysaid this is needed or what actually,
you know, how did that actuallyhappen? Well, again, he was
dealing with a lot of chronic painpatients in this clinic. Okay, especially
at the university, you always havethe most the most sensitive or the most
(05:56):
vulnerable patients coming in. So hewas dealing with that those patients and really
found the you know, opioid narcoticsand just traditional top topical or injectable not
really being effective to deal with thatlong lasting like how do I effectively give
(06:17):
relief for a long period of time? And also the fact is it's a
lot of these are invasive, soyou have to like, well, can
I eliminate the whole invasiveness needle component? And there's also contradications. I mean,
we know that substance abuse or especiallythese days it's an issue with opioid
(06:43):
epidemic, it can affect people.You know, unfortunately it does lead to
lives loss because people are abusing thesepowerful tools to deal with pain. And
that led to you, is therea safe, non invasive, sustained pain
(07:03):
relief that is also effective to removepain discomfort? And that led to kind
of that eurek of neuromodulation, electricalstimulation I mean, it's a new category
in the dental anesesia. We callit electronic dental anesthesia and the proprietary name
(07:28):
is pulse Wave Technology. This podcastis sponsored by Orthomarketing dot com. Hey
even athod This a dentist looking togive you practice the competitive edge that deserves
well. Look no further than theWealth of Marketing. Wealth of Marketing is
the dentist. Orthodontis choice for digitalmarketing. Wealth of Marketing we specialize in
(07:50):
helping orthodot This and dentists just likeyou attract more new patients. A team
of experts knows the ins and outsof the dental orthodotic industry, and we're
here to help you practice shine.We're gonna supercharge your online presence. We're
gonna optimize your website. We're gonnaharness the power of social media to connect
you with the patients that you want. Say goodbye to empty chairs and say
(08:13):
hello to a thriving practice. ChooseWealth of Marketing today and watch your patient
list grow. Visit worthomarketing dot comand learn more and take the first steps
towards you practice success with the marketing. It's not just our name, it's
what we do really Okay, Sowhat is synapse, what is what's the
(08:37):
what's what's behind that? Yeah?And really our mission and synapse is really
we're establishing a new patient comfort standardin dentistry and also at oral home care,
making treatment and oral care more comfortable. So that is really our mission
(08:58):
of everyone should be comfortable at home, comfortable at chair, and having a
really good experience. I mean,it doesn't have to be that she I'm
kind of anxious or fearful or becauseeven in my tell you a story,
but my mom, who you know, she's unfortunately, she's one of those
(09:20):
anxious patients and she always cringed togo for her cleanings and she wasn't and
she told me last time. It'slike before we started using dental paint,
raiss stories like jeory, do wedo? Do I have to go to
the dentist? Right? This islike my eighty year old mother, right,
tell you me like do I reallyhave to go? I'm like,
(09:41):
well, come, you used toasked mom the same question, man,
do I run through the dentist?Well? Now haha, now you doing
mar exactly role reversal, right,so exactly, So what we did was
h it was great I mean wepre applied at home. Again, she
applied to her at just before shewent to the appointment, just you know,
(10:05):
around the areas that she knew shewas going to have a cleaning because
she's got a bit of a paradaltaldisease, not extensive, but a bit
of like inflammation, et cetera.And she pre applied it when then we
went to the dentist and then theyjust did some reapplication and some deep pockets
that she has and she was good. She did her appointment, she got
(10:28):
her cleaning, then she walked outand she was happy for a lot of
timetually. So let's take a stepback. What is the dental paint of
raiser and how does it work?Yeah, so one of the key things
as part of the Eureka moment ismaking it affordable and accessible. So we
are the first hand held pen shapeddevice that can be applied by the clinician
(10:54):
at cherside or even by the patientat home. So it's just a very
simple it's like almost a pin.So if you look at it and I
can show it in my hand howsmall it is, it's there you go.
So it's simple and you apply itin the area just for a few
seconds and you've got relief for upto forty eight hours. So it's really,
(11:16):
you know, really innovative because it'seasy, safe, and you can
apply it anywhere. So you cango apply it at home, you can
give it to your child. It'ssafe for children, you don't have toop
pills, it's long lasting. Again, it's a very easy, safe,
effective means to you know, achievethat consistent comfortable feeling. Okay, So
(11:41):
you know people that are a littleyou know, anxious or what have you,
what's going to stop them or isit going to stop or a governor
on it so they keep it onthere because I'm going to keep us on
for half an hour, you know, it's to make sure I don't have
pain. So is there is thereany issues with somebody over using it or
once you hit a level that you'reat there no matter what. So you
know, our basically rule of thumbis apply until you have relief. There
(12:07):
is a timer which is five minutes. Our label from the FDA it says
no more than ten minutes at asingle session, but you can reapplied as
much as you want as necessary toachieve that relief. So ultimately you just
(12:28):
reapply it as needed to achieve thatconsistent like feeling of comfort. Like give
an example, people have TEMJ orTMD issues like you know that sort has
some people that have clenching and bruxism. People are pre applied before even the
(12:48):
go to bed just for you know, two three minute applications per side to
achieve that comfort, so when youwake up in the morning, you don't
have that achiness, the headache thatactually can occur for those that have issues
with you know, that cleanching bruxismteam jay issue which is quite common especially
(13:11):
with COVID, Right, yeah,no doubt. So what kind of feedback
have you received from your partners andpractitioners who are using it and why does
you know, why does patient comefrom matter to them? Well, you
know, one of the things,it's what's happening in in you know,
dentistry, in orthodotics and again togive a bit of a color, I
(13:35):
mean doctor cosmo Is is an orthodotistand he deals with a lot of complexity
because he deals with you know,lots of complex cases and but simple too.
So really, what from an industryperspective that we have found too from
feedback is that people have acknowledged that, you know, getting new patients in
(13:58):
the door new business is really importantbecause as a business operator, you have
to run a business. You haveto be profitable to provide the best care.
So really bringing that new patient inis very important. So, really,
how do you differentiate yourself from theothers in the market, provide the
best care, best technology, bestsolutions, and experience. Patient experience specifically
(14:24):
matters because it's all about differentiation.Why they should come to see you close,
meaning they say yes to you,saying yes for treatment, so you
have to eliminate that fear anxiety thatis also part of treatment, and also
even during the journey, making surethat they have that consistency of experience even
(14:48):
when they leave the chair and athome, because now people are very social,
they post on Instagram, the poston TikTok, so making sure that
they're really positive about their appointment,not only in the practice but also when
they're home. So really, thishas been a game changer because you can
apply it easily, it's effective,and it's long lasting. So it's really
(15:13):
a practice transformational tool because it hitsall the key points of being successful in
practice today. On average, howlong does the patient use the pain eraser
for Is it is only a twentyfour hour thing two days, three days
a week, two weeks, Howlong do I it's something that they're actually
(15:35):
using. It does depend on whattype of treatment they're undergoing. So if
they're in general practice just a cleaning, typically then the pre apply just for
a few seconds per tooth, youknow, ten twenty seconds in orthough when
it's more achy pain, that oneyou apply after the appointment typically because it's
(15:58):
all about moving teeth around on thePDL, the paradil, the ligament,
so that could be from thirty secondsto and you typically will have relief in
one area. Now, if you'rehaving in that chair aside, let's say
for replacing the needle for an injection, that's going to be for you two
(16:18):
and a half minutes because you're cuttingthe needle out for some of those carries
that you may have and treatment ofcarries if you've got TMD issues, you
have to do the whole muscle musculatureitself, so that's going to be like
a four to five minute application.So really it's dependent on the type of
(16:40):
relief that is required and is itone and done or is this something that
if they continually do over the questof several days or is it just right
away after the treatment? Usually it'sdone. The relief is twenty four to
forty eight hours, and you canreapply. Now people may just you know,
(17:00):
may not give may want to reapplylonger so they have a longer relief.
So it is dependent on how muchyou apply. So the more you
apply, the longer relief you'll have. But typically it's twenty four for eight
hours. So let's say you havean adjustment and when you have that first
week of braces, which typically isI've had braces all my all my friends
(17:22):
have had braces. So that firstweek is tough because you're on the liquid
diet, you're kenny, you know, any hard foods. Just imagine that
you can apply this daily or basicallyfor the whole first you know, three
to five days of that first week, and you can start eating whatever you
want. You're not limited to soupor the liquid diet. You can just
(17:48):
start having good dietary consumption and actuallyhygiene, your hygiene is going to not
be compromised. Right, So nowlet's talk from a clinicians perspective. There,
So most that this not this arefacing stricter composition ever before. All
right, so now they're looking forways to position themselves differently in the marketplace.
(18:14):
So we'll talk us a little bitabout how to integrate the dental pain
eraser into a practice to attract newpatients and how to make them position themselves
to be a little different. Yeah. Now it's super important because ultimate again
differentiate. Differentiation does matter in themarketplace. So being the best you can
be in communicating that effectively, bothfrom your social website to anything campaigns that
(18:41):
you do in a community. Iswe provide when doctors and practices say yes
they integrate the dental paint raser isyou know, come to us why because
we're the best most comfortable treatment experiencepossible. So the integrated as part of
the value prop lead with it comfortexperience and it does bring patients to the
(19:07):
door. I mean we have excitingthing is now is that with that home
unit which is the white unit inmy head, they're actually now giving as
part of the patient care kit.So when you start treatment or when you
have an emergency, let's say,mommy, you know you've got that mom
who brings her child in after trauma. Guess what, you've got this so
(19:30):
you can take it home. Youcan treat the trauma at home. You
don't have to take anything else.It's great, it's convenient. So really,
that differentiation of being comprehensive, meaningan approach of both in chair and
post chair when they lead for home, is super important because that's the unique
advantage that that practice will have asbeing comprehensive best in class care because comfort
(19:56):
is the key experience as a mention, you know. So now, guys,
as a professional, then professional authadopt this. Why don't you think
what makes you different than your competitors? Okay, what makes you stand out?
And write these down? I thinkabout what is your differentiator, what
makes your practice different? And thentake a look at that list, right,
(20:18):
four or five things down, andthen think how many of those things
that you wrote down the patient caresabout. It's not about you, it's
about them. So comfort is,George, is super important. All right?
So so George, why don't youtell us a little bit about how
practice can really stand out by sayingthem, you know, presenting themselves with
(20:38):
comfort and marketing it that way.And that's some of the things that you
know, you and I have donewith some of the practices that we have
and work together on. So youknow, what's one tip that a practice
can that you would suggest right nowto say a practice could do to make
themselves stand out using synaps Well,one of the things is that we we
(20:59):
become part of the marketing budget forthe practice. An example is that we
provide the practice branding extension on thedental paint eraser. So basically your brand
is situated on the dental paint eraiser, so it's provided by you,
the provider of care, so reallyyour center as part of the delivery of
(21:23):
comfort. We're not we're just thetechnology, the enabler, but it's you,
the provider, who's actually providing that. And that's why we did that
custom branding option for people who buyin into the dental paint Raiser, and
it's available to everyone, so youcan be an artist, a general practitioner,
(21:47):
and we even have people that havedispensing to pedos like when teething,
we know the sleepless nights in yourlife of TV paid teething occurring because you
have eruption. People are using itas part of like hey I need some
I need some quiet time. Youknow, I need to sleep a few
hours. And you know, sothey're actually giving it to their their babies
(22:11):
to to address teething. And it'sall branded. I mean, they're giving
branded hunits and it's like a lifesaverfor these parents. Like, thank god,
I've got this and I can actuallyhave release and the kid's happy,
I'm happy. Everyone's happy. Right, And it's all because of the provider.
Right, you're the one. You'rethe hero, right, It's good
(22:32):
to be a hero. So,speaking the heroes, why don't you tell
us what's the best response that you'veheard of feedback you've heard of practice who
you're working with? What you knowwhat what came out of the blue that
really blew you away and made yousuper happy? Well, you know,
we we received stories all the timeand it can be anything from you know
(22:55):
what it saved the day for me? Really, I mean anything like you
know, patients coming in they wereuncomfortable, they were you know, and
they they were treated with dental paineraser and they're like giving hugs, like
crying of you know, literally peoplelike saying thank you so much, because
(23:18):
again, you're taking people out ofthe of pain or discomfort. They're gonna
give you a thousandfold you know,better reviews of anyone that is that will
give you just say, oh,great service. I mean know, these
patients are really have high levels ofgratitude to and we received like, you
(23:41):
know, testimonials and videos and fromfrom practices that are posting on Facebook and
Instagram recognizing the impact that it's had. So those are some great stories.
Or even like not stopping treatment,you know, or you know, allowing
patients to come in for cleanings ortreatment. Those are big wins for the
(24:03):
practice and your great business development,you know, for the practice, because
it's all about bringing your patients inand retaining them. That's it. Yep.
And you know from you know,from our perspective, you know,
at local Marketing, our job isto bust in the seats and position our
practices differently. And this has beena game change for some of our practices
(24:23):
that we work with together because nowwe have the ability to make them different,
to make them stand out and tooffer comfort, and to be able
to really position them as a leaderand offering something different in the market than
just the same old thing. Youknow. So now that you know,
that's one of the great differentiators aboutyou know, working with a company like
Steps and offering this into your practice. Is you have the ability now to
(24:47):
position yourself away from your competition,all right, and to offer something and
let do that. That's that's different. At the same time, make a
difference in people's lives, you know, and if you can make somebody is
life better and happier? Home runthere. Let me ask you two more
questions, George. So, youknow, as you know, an entrepreneur,
(25:10):
and you know and and and inthe tech business. I've had a
lot of industry leaders on my podcastbefore and it's incredible. I love talking
entrepreneurs and figuring out, you know, their journey and what have you.
So, if you had a timemachine and you could go back two years,
what's one bit of advice you wouldgive yourself to do that you have
(25:32):
as far as different well, youknow, I think really is to focus
and in work and embed ourselves.I think we were maybe a bit too
broad based in focus two years ago. But I think, you know,
really doubling down and focusing on youknow, execution on the Orthan spase because
(26:00):
that's where we started off and wedecided to expand a bit but now we're
really focused in orthodonics, but alsodeveloping p DO GP and other segments because
again it's the opportunity is huge,demand is there, the needs there,
but really focusing and that's why wein the past to eighteen twenty four months
(26:25):
we've actually seen a massive response fromthe profession and that has led to us
winning the AO Innovator Award last yearand also the Ortho Tank as well,
and also other industry accolades. Soreally, focus, execution is the key.
(26:48):
Focus is so hard, you know, you get caught up in things
and if you go one way,they have to get back on the other.
So Stanieline, you know, focusis so important no matter what you
do. All right. So sorry, I's two questions, but I still
love too more. All right.So if Sinnat was writing a children's book,
what would the title be, Hm, that is a good question.
(27:10):
Children's book. I would say makingwell, something along the lines of making
that first impression matter, like becauseagain children are very impressionable, right and
their first experience creates the foundation fortheir next to ten thirty forty years.
(27:36):
So that's why, just going backto one of the segments that we have
really a lot of pull now ispet up because there they have the probably
the most if not I think probablythe most sensitive patient itself. And you
know, having that experience really forthose patients a positive one. Their first
(28:00):
interaction with PETO or the GP veryimportant. Sure, So if somebody wanted
to get more information, learn aboutit, become a partner. What's the
best way would you suggest for somebodyto do socus? Obviously you're gonna let's
take one step back. You're gonnabe at AAO this year then New Orleans.
I'll be there as well, Sowhat booth will be at And if
(28:22):
somebody you know wants to use usahead of time before the show, how
would they they be able to beatyou with person? And then afterwards what's
the best way for them to beatyou? Yeah, I mean we we've
got a comprehensive website. We canactually request a live demo with us.
That is the best way to experiencethe dental paint eraser because seeing is believing
(28:44):
And we actually do live demos withwith PRIC with providers and the teams and
they're like wow. We kind ofbuild a wow factor and if we make
it fun and we make it youknow, interactive with the team. So
I always encourage people go to thewebsite, book a demo. It will
make it happen for you and theteam. So it's all about creating fun
and with the team and making surethat everyone's successful when they say yes to
(29:10):
Dental Paint Eraser and the website yourl is is dentalpaint Eraser dot com.
Perfect. Good, alrighty great?And if somebody had wanted to reach out
to you personally, who's asked somequestions or wanted to become a partner.
But in addition to that, what'sthe best way of them to reach you
as well? Email? Super easy. Email is George pat sin Ats dental
(29:32):
dot com. Great, awesome,all right, So now I have one
last final question for you, George. Okay, so I'm a few sore
on you know, on your phonewhile we're talking about I just got a
text that an asteroid is hitting Earthin three hours from now. So you
got to run after this and youhave to go to the market and pick
your last meal. What do youwhat are you eating? Oh that is
(29:56):
a tough question, but you know, I think I'm a very simple person.
I have to go to my mystaple though it's hard to get.
I'm a big fan of Greek yogurt, so but it has to be really
(30:17):
good and so I do like Greekyogurt with nice artisanal honey and some other
nuts or or fresh fruit. That'sthat's my go to. Any So the
last meal is yogurt, yogurt withhoney and other things, any particular flavor
and any fruit. Very high qualityGreek yogurt with artistical honey, freshly roasted
(30:45):
nuts. Hmmm is my go to. I know, simple, but if
you have, you've had some Greekyogurt that is true Greek yogurt. You
know what I mean. Awesome,Great, well, George, thanks so
much for joining. I reallyppreciate it. Guys, reach out to this to
synapse. These guys are They're great, They're great to work with, so
(31:06):
we work with them. We workwith many of our clients, our partners
with them. We're working with themand helping them with some marketing as well,
positioning practices in the market to bedifferent, to stand out. And
this is a great opportunity for youto make a difference in somebody's life and
to make yourself unique in the marketplace. So highly recommend it. I've gotten
(31:29):
some great feedback from many of ourclients and you know, and through the
industry, and it's you don't winan award like they did by accident,
so you know, I don't,you know, basically support many companies out
there or throw my hat into it. Any things. Guys are great,
So you know, George, welldone so far. Look forward to the
to the future with you, andagain, everybody out there in podcast land,
please reach out to these guys.They're great. If you want to
(31:52):
just do a demo, they'll help. They'll help you out, very hands
on, great team, real personaland there're was I'm my work with.
So George, thanks so much.I really appreciate it. Everybody in podcast
land, thank you so much forlistening. Again. We'd love your support.
We love your feedback. If youguys have any questions on here,
please reach out to us, followus the show notes, and are going
(32:14):
to reach out to Synapse. They'llmake you smile. So everybody out there
and podcast land, thanks so much. Keep marketing and happy. Smiles WORTHO
marketing dot Com three hundred and sixtydegree digital marketing solutions for your practice
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