www.newpatientgroup.com/podcast Hello, New Patient Group Nation and welcome to episode two of season three. Today's episode discusses how to use five experiences that Walt Disney is famous for to best grow your practice. These are essential to improving and/or increasing the patient experience, case acceptance, referrals, same-day starts and much more.
www.newpatientgroup.com/podcast Hello, New Patient Group Nation and welcome to episode two of season three. Today's episode discusses how to use five experiences that Walt Disney is famous for to best grow your practice. These are essential to improving and/or increasing the patient experience, case acceptance, referrals, same-day starts and much more.
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a new patient. Group Nation. Welcome inside the broadcast booth, Brian. Right here and welcome to season three. Episode number two gonna be talking about Walt Disney today. Five essential things they do to create an exceptional customer experience and how you can tailor those to your practice to do somewhat the same. We all know that Walt Disney is is one of the best customer experience companies out there. If they're not the best, they're certainly close, obviously world renowned for offering an exceptional experience. So why not look at their business? And why not say, how can we take would have made them what's made them so successful? How can we take a CZ many of those things as we can in Taylor it into the practice environment? Because, remember, the reality is Walt Disney typically does. Really, What your practice does is that they deal with people. They deal with the consumer customer, client patient, whatever you want to call them. They are dealing with human beings, and they want to give that human being the most exceptional experience possible. So why not take these lessons and apply them to your practice? Because the inevitable result the end result is going to be more new. Patient referrals Maur Case acceptance, Better case acceptance, Higher cash flow, people putting more money down at the time of presentation. Is that really the definition of cash flow and a lot of other things as well? So looking forward to a good one, Hope for 2020 is rocking and rolling so far in January. Let's fire up the music. Welcome to the new patient Group podcast, where doctors, office managers and other health care professionals learn how to thrive in today's competitive marketplace by mastering the business, consumer and marketing aspects of the practice. If you want to make more money, dominate the competition while working spending and stressing less, this podcast is for you. Now your host. He is the leading authority in the new era of practice growth, founder and CEO of New Patient Group, managing partner of right chat speaker and consultant for a line technology. The makers of Invisalign, author for the Vents in Kabul, Resource International, motivational speaker, Business and life Coach Brian Right, everybody welcome inside the broadcast booth. Hope your 2020 is going well. If you haven't make sure to go back and leaves and listen to Episode one of this season. That kind of talks about the patient journey. It's kind of the brand you're creating, from acquisition to conversion on beyond, and I really want the listeners out there to go back, take the time to listen to, and I think it's gonna paint an image of really where I believe you should be is a business owner where your employees should be where your mindset should be, vey each aspect of the appointment process. And one of the reasons I'm doing today's podcast now, as opposed to just a different time down the road in this season or maybe another season, is the reality is is we talk about it. I know quite a bit on the show. Is that people by the experience? Okay, what? You your treatments, things like that. Your T shirts, your clinical treatment, your flat screen TVs. We're all kind of a secondary reason why people actually buy. They're buying the uniqueness of the experience and how you make them feel. It's the reality that we live in in today's competitive marketplace. In health care. Now, the Mork competitive a marketplace, the Maur. These things get people to say, Here's my money because the reality of the situation is is that if they walk into three places dental practice, plastic surgeon, orthodontic practice, whatever it may be the one who makes them feel the most special, even if that one happens to be and cost more money is the one that's most likely to get the business. So when I look at the business aspects, the marketing, the consumer aspects of the practice, I told myself, Where can we draw from what ideas can we take their obviously mine as well, obviously my employees as well. But where could we also? That's why I'm constantly reading, constantly learning because a lot of the things that we talked about in this show we also applying to our client experiences well with New patient group with right chat things like that. And the point being is, is one. You've gotta have a mindset because I don't think that there's any company out there. Maybe there is, but I think they're few and far between were people in the company, whether it be the owner, CEO, founder, you know, the janitor and everywhere in between I think most companies want to offer a unique experience. I don't think many people wake up, go to work and say, I want I want to treat my customers like crap today I don't think that that happens. Very often, however, there's only a few Walt Disney that's we're gonna talk about today is you have got to get your mind in a place where you have got to stop asking people. And it's not that you don't want their advice. It's not what I'm saying. But when you go to grow your practice, you need to seek the advice of other people outside of the practice environment. That's one of the reasons why this podcast exists. It's one of the reasons why New Patient Group exists is the reality of the situation is this Is this today's podcast? You're better off going and learning all you can about the client experience that Walt Disney is so famous for, and take those and put them into your practice. Then you are going and asking a health care consultant or even no offense that clinicians out there even asking a clinician because the reality is is those people don't specialize in an experience customer service, sales, marketing because remember, we talked about on the show the time you can't have customer service without sails, and you can't have sails without customer service. Very important for everybody to understand that out there and all you have to do is look at the definitions of both to be able to understand it. And for those of you, see me speak all over the place or our clients out there, you know this definition to you're blue in the face. But it's important today I'm gonna start off by talking about it is The reality is, is that customer service is a very misunderstood term. Everyone goes to these events and you have the speaker. Tell them you need to offer a good, unique experience. You need to be good on customer service, things like that. I think people go well. We smile were nice. We're already good at customer service. We don't need help there when the reality is being nice and smiling is about 1% of a customer service journey, and the reason being is his customer service is defined as your business receiving what it wants from its respective clientele. That's how the definition begins. And then it continues from there. And it says, while at the same time your respective clientele believes they received more than they expected via Evian via every interaction they ever have with your business, that is not easy. It takes a full fledged dedication to accomplish both parts of that definition, which is why sales, the dirty word in health care and all sales, means it's a dirty word of those who don't know the definition. I've always say that because thank you hear the word sales. You immediately think of this dirty, you know, sleazy car salesman, cigarette hanging out of his mouth. You know that whole cartoon image tryingto move you over on price and things like that. But it's not that way at all. All sales is is educating in an ethical, honest manner in order to place more value on whatever it is you quote unquote cell inside your doors than the other places. They can choose to spend their disposable income, And that's why those two definitions are intertwined. Because in order for your business to get what it wants from your clientele, you got to sell. It's the reality of the situation. You can argue it. You can ignore it. You can be whatever you want. The reality is, is the two go together? You can't have one without the other. And that's something Walt Disney very, very much specializes in. And why I wanted to do this podcast today because obviously, when it comes to creating an amazing customer experience, they're right there at the top of the list, arguably, maybe the best there is. So why not take what they're so famous for? And why not install it into the practice environment? Now? Some of these things go go pretty far in depth and the very 1st 1 I want to talk about today and this could be a podcast on its own. A matter of fact, it will be someday is how you offer an immersive experience. It's called an immersive experience. If you want to look it up, it's I double them E. R s I V is in Victor e immersive experience and the reality of what that is the actual definition of it is, is the perception of being in one place when you are actually in another, that that's what it is okay. It is essentially the suspension of reality, even if that suspension of reality only occurs for a few brief seconds. Few brief moments. Okay, So picture yourself in a situation where you actually don't feel like you're in whatever you're in. Now, there's thousands of examples that we could talk about just with Walt Disney on what they do to provide that immersive experience. Okay, because obviously, entering a Disney theme park in itself is an immersive experience because they immediately take you away from a Disney theme park. You know, you're walking into one when you go through the front door when you're in the parking lot, things like that. But once you're in it, you have an immediate, immersive experience because you no longer feel you're there. Okay, you may feel like you're in the movie Star Wars or Harry Potter or whatever it might be. They remove you from the Disney theme park and place you into this virtual corn unquote world. And that right there is an immediate, immediate psychological high for the human brain, which achieves a unique experience. Okay, again, why? And this always goes back. You have to know the definition of this, it goes back to customer service. Do you think, Ritz Carlton? What do you think? They just do these things just for you. The answer is absolutely not. It goes back to their getting what you want. You're going to return. You're going to spend more money. You are going to tell other people you're going to hit social media channels with it. They are getting what they want from you. Meanwhile, you're getting more than you expected from them. Hence five star customer service. Every single thing you do in your career, you need to look back at that definition. And if it meets the definition, you are moving in the right direction. If it doesn't, you're not. It's really that simple. It's really that simple. So this immersive experience, you ask yourself. Okay. Obviously they're not gonna walk into my dental practice. And I can walk into my orthodontic practice and feel like they're in ah, Harry Potter movie or just be swept off their feet with this virtual reality. You're absolutely right. Which is exactly why you need to sit and really look at the definition, understand? It could be both Okay. It could be one aesthetically OK. When you walk into a business into Walt Disney that we're talking about today into a restaurant, whatever it might be, it could be aesthetics on how it's set up differently. Then maybe in this case, an orthodontic practice. How it's set up differently, and I'm gonna get a little bit more into a couple of gentlemen I speak with and how they do it in their practice. But how does it look? Feel sound different than the other orthodontic? Other dental practices other healthcare environments that I've been in before what in again? Because immersive experience can literally last for one or two seconds. Okay, now you want it to last longer than that. But even if it's for that brief moment, that just takes the mine and goes, well, this is different. I don't feel like I'm in an orthodontic practice or dental practice. That is an immersive experience. Now. The other way, though, other than aesthetically is how. And it's why it's the importance of training. And it's one thing that we're gonna dive into today of the five with Walt Disney and what they're so famous for, But it's also how your employees make people feel, remember and for a while, and we talk about it quite a bit. Is growing your business from a patient's perspective because your patients are engineers, lawyers, things like that. Okay, and they're trained. A lot of your patients are trained on sales, customer service, marketing, hospitality based on the type of job they have out in the quote unquote commercial world. So a lot of times, the best people, we're gonna talk more about this later in the podcast. Lot of times the best people to get ideas from our your own clients in this case, your own patients. So the things that are so standard inside the healthcare environment walk in paperwork on a clipboard, sit for 15 minutes past my appointment time in a boring waiting room. Magazines on the shelf. Doctor thinks they're times more important than mine. That this is. These are the things that consumers think about health care that go unnoticed by a lot of health care professionals. Inside the environment, outside of the environment, the commercial world, they are thinking these things about the practice environment. Oh, boy, when I walk in there expecting these things, so anything you do differently takes their mind away from being in a health care practice business, whatever you wanna call it, because it's an immerse, immersive experience, if that means the moment they walked through the door. Betty make believe name comes around the desk instead of sitting behind it shakes the person's hand, goes and makes him a cup of coffee. Grabs him. A bottle of water gets them whatever brings it to them. Look them in the eye with good presentation skills. What they're thinking is, well, what the heck is this? This doesn't sound like this. Doesn't sound like a It doesn't feel like health care practice. These people are amazingly trained. This is incredible. Boom. You accomplished on immersive experience. And it's hard because in order to do it one aesthetically and or two from a how your people, you and your employees make people feel. And those air small examples, obviously. But again, it's the paint, the picture of doing things differently, unexpected over the top that helps paint that immersive experience. How do you make people feel from the time they park walk through the parking lot, which sometimes you don't have control over, But the reality of the situation is in order to create an exceptional experience. It starts well before they get inside your doors, just like we talked about with the phone call with how your website, all that stuff is part of this, but also from the time they park and walk to your door. And then once they're in it, I need you to take an independent view point of your operation doesn't have carpet, does it? Have you know these these boring waiting room chairs with magazines? Does it feel like a healthcare environment? If the answer is yes, you are not creating an immersive experience aesthetically. So if you're one that can create this immersive experience by changing the look and feel and dynamic of the whole aura of your organization from an appearance standpoint, you are able to create an immersive experience. Even though it may only be for a brief moment, it's extremely, extremely important. Now this is something I think it's. I think it's important to to know your brand or a brand in general does not have to be in hospitality to think through the details of each customer interaction. Okay, you don't have to be, Let's, let's face it, an orthodontic practice, Dennis, you are not technically in hospitality, but at the same time you are. And that's the mentality that you have to get inside your head. Yes, by definition you are not in hospitality. But in today's marketplace you are because that is why people are going to buy from you. Does it mean your clinical abilities don't matter? Of course not. They matter more than ever before, and all of you know how much respect I have for the clinical abilities out there. But the reality of the situation is your clinical abilities could be the best on the planet. But if you're not accomplishing the hospitality side of, really what makes up 80 90% of your business? Because by the way, a great clinical result is part of hospitality. That's a big part of it. So of course, that goes into the overall picture. That's why What if you haven't to listen to Episode one of this season because it's that hospitality ladder? It's the uniqueness via every step, every touch point along the way, which is what new patient group is all about. But you don't have to be in hospitality to think this way. This is why I wanted to do this episode today because yeah, it's a little out of the box. Most practices they're gonna goto a health care event or a clinical event. They're gonna pick up the phone and called their buddy That owns a practice and things like that. We want you to do that. We are never saying Don't ask a clinician or an office manager or an assistant for advice. We want you to do that. Of course you should do that. But that should only be one piece of your puzzle in order to grow. Because there are just so many things you can take from the famous organizations out there to help you practice and immersive experience is one of them. All right, now the next one, let's call it taking out the trash. This one really is simple, but at the same time, it takes a collective effort in order to accomplish it. Now it really is exactly what it sounds. And what we're getting at here is your place needs to be spotless all the time. The toilet paper needs to be ready to go all the time. It can't be on empty. If you have a coffee machine you have to put water into in order to brew a cup of coffee, there needs to be water in it. So the taking out the trash doesn't just mean that the paper on the floor, that's a big part of it. I have ah ah, hiring policy, right? I have in the past where you would put some trash on the floor in the interview room, persons walking in and you put something, whether it be a pin or a big piece of trash or something in a place where they could clearly see it, they couldn't miss it in any of the people that did not take the time to pick it up, or at least pointed out at minimum, immediately were eliminated from the job position. Because if they're not gonna do that at the interview, at least lie to you at the interview. What are they going to do when their employees This takes a collective effort? Because, I mean, you know, there are employees that if they see something on the floor, they're gonna pick it up. And then there's the employee that's going to see something on the floor, and they're just gonna leave it there. We all know it happens. It's just a different mentality. Different people walking by. That's why it's a collective effort, whether it be something on the floor, something out of place. Toilet not clean. No toilet paper, no hand washed by the sink. Whatever it is, if you have, if you have, ah, little Candies at the checkout desk, no Candies in there. If there's a sign on the wall that's crooked, a picture on the That's one of my biggest pet peeves. When I go into practices and there's pictures and they're crooked, I go Okay, I've been here five minutes and I've I've seen eight of those. There's nobody in here that walks in every morning and straightens those out, and it goes back to that immersive experience because remember, I talked about your brand doesn't have to be in quote unquote hospitality in order to offer a hospitable environment, and that goes into taking out the trash. If you goto Walt Disney and it's a policy, they even have technologies that they notify employees and things like that on Hey, there's trash on, you know they have codes on trash on a four. A four could be, you know, the Star Wars adventure on the you know, level one. It's it's that type of thing, that code words for everything. And it's Elektronik Lee submitted from employee to employees and therefore on the airwaves to each other. They know who's gonna go pick that up. The reality is, is it's a full fledged team effort. It's like when I talk about Chick fil A and why they're so popular, why they're in the business insider a while back. It's a very Miskin, very misunderstood. Why they are people we asked because of their customer service. And yes, of course, that's part of it. But the reason why they're there is they have a total 100% team effort in order to take the ideas of customer service and ensure they're carried out via every location. And that's how you achieve it. No different than if one receptionist is saying please and thank you in three of them aren't you're never going to achieve a brand of dominance in your community. It's just not gonna happen. It has to be everybody and it's the exact same thing with this taking out the trash. It is a full fledged team effort to ensure every single detail because remember, everything is marketing. Hear me talk about that all the time. It's why new patient groups slogan is Everything is marketing because everything has a director in direct impact on how people perceive you, your employees in your business, just the reality of situation. From now your website looks tell your you tube stations built out your social media channels. How you greet people when they walk through the door. The scrubs you're wearing, how your makeup looks today, how your hair looks today. Do you take care of yourself? That list is endless. It's all everything is marketing, and this goes back to taking out the trash. Now this also applies outside your doors, and that's why it's so critical, because there's a lot of people, lot of practices where people park in the back. All right, so you come in from a different door, a different perspective, then your respective clientele, or you're to be clientele. So therefore, you lose perspective on taking out the trash because you don't see what the consumer to be patient sees when they park and walk up to your office, because maybe the person next to you, the business next to you has trash outside their door. Maybe the front windows haven't been cleaned in three months. Whatever it might be that normally takes away from the immersive experience, it also takes away from taking out the trash because it's a direct reflection on you. Even though it's the business next door, you have to stay on top of those things, you know, by the way, all of this goes into your treatment, acceptance or lack thereof. Your same day starts if you're an orthodontic practice or lack thereof. See, so many people pulled me aside before after events. Our clients, when we run sales calls with people reaching out and whether it maybe there's more people shopping. I don't know what to do. Our clothes ratios down or can get whatever it might be. The reality is, what I'm talking about today is how you fix it. It's not to complain about how Gen Z shops more millennials or how people find you, or smile direct club or whatever it may be, or if you're an orthodontist, a dentist moving, you know, doing Invisalign. If you're a dentist, you know another dentist Move down the corner. Whatever might be, those are not the things that are going to improve you. These are immersive. Experience is taken out the trash, the rest of what we're gonna talk about today. This is what you need to focus on and improve and constantly be learning. Impeccable, critical, Essential to your success in today's competitive marketplace. It is the new dental economy. That is what new patient group exists for. That is why my company right Chad exists for because the reality is just on the shopping side. People call around. So whatever receptionist is able to offer that immersive experience that we talked about if I've called three places, the one who offers the best experience come across the most hospitable way best customer service, best sales skills that that that receptionist wins for that business. All of this stuff matters in your acceptance, your financial conversion, cash flow, patient referrals, and it's why internal marketing crushes everything else. But it's also why internal marketing is invested in the least by businesses because it's harder now. The ironic thing is, it's the only way you're ever gonna get your business on healthy growth. Autopilot. It's the only way digital marketing helps in that, but it can only help us faras. People, then call you more. That's where it ends. Then internal marketing takes over. Outside advertising can't generate more phone calls. Of course it can, but that's where it ends. None of that will ever get you on healthy growth. Autopilot. This stuff will. Is it harder in the beginning? Yes, it's sometimes a slower burn in the beginning. Yes, Does it require culture change? Employees change CEO change, Yes, but this is what moves the needle in sustains. Moving the needle, which is obviously a big key in itself, is growth is one thing. Getting to the Super Bowl is one thing. Getting back is more difficult. This sustaining the healthy growth is the most difficult, and the way that is accomplished is through internal marketing. Because all of that that's why, again, the phone calls and your digital presence air so important because it all goes into the mindset they have when they open up the door and inner your world, your environment. So every single thing out of place from the time they park and walk up to your door, Every single thing goes into whether or not they buy from you remain loyal to you stay. If you're a dental practice, you're obviously your gold They want if they buy from your great, but your goal is to get him to commit for life. You're their new, gentle family orthodontic practice. Everything you do should be going into because of the world of shoppers. Everything you should do because should go into getting them to buy that day that day. So all of this taking out the trash, a picture being crooked, something on the floor. I have to go to the bathroom that there's no there's no toilet paper or there is, but there's only a few little sheets or I go to wash my hands. The soap is empty. You have got to pay attention to every detail in your organization. Take out your trash guys, get the analogy, goes far beyond trash. But take it out, take care of your stuff, be committed, be committed, and that kind of leads me into the third thing. Walt Disney does so well that so many practices and just really so many businesses. I don't care if you're a dental practice, orthodontic practice, restaurant, plumbing company, whatever. Most don't do this. What I'm about to talk about well and really a SW far as Walt Disney goes, No matter if they're dressed up as a character or they're selling things to you, it could be souvenirs, maybe hot dogs, whatever it might be. And, you know, Walt Disney has more than 130,000 employees, so if they condone it, I think your practice that has five employees or 10. Or maybe you have multi location, you've got five or 10 in each one, so it could add up to 50 100. Whatever it may be, you should be able to accomplish this. But here's the reality you're on Lee going to accomplish it with training. I see it so many times who clients we work with. I see it. It's a big part of what we try to do, is is one employee is kind of dominant, maybe the office manager. She has all this stuff in her head. Present Money knows the practice Management software's knows the patients in and out. So therefore it ends up all inevitably falling back on them. That's not involving every employee in your customer service journey. And on the first day of training, new employees with Walt Disney, they learned that their primary goal really never Lee, no matter what their position is to create happiness and see, here's the thing that's part of their job description. I want you to think about this for a minute, okay? And and this is something and you're gonna a light bulbs gonna go on here when you're hiring as a practice. And, you know, this is the case. You need a new assistant. Well, let's see, how many years have they assisted? Okay, let's talk to the doctor. How was their hand skills? How you know, the overall clinical knowledge, things like that, their work ethic, things like that. But when do you ask yourself and where do you put in the job description of friendliness, bubbly nous, personality, people skills, the ability to have a conversation and make people feel good? Where is that? In your interview process, when you're interviewing your receptionist, we're actually going to talk about interviewing in this season. I'm gonna go through a very thorough, proper process on the right chat side of things on how we interview how we hire. I'm probably gonna have our general manager on a podcast this season that talks about it, because you can apply so much of how we hire and what we look for. And then how we train for success. So much of that you can apply to help your organization because the reality is is your first number one priority. And this is the sadness because most people don't like to train other people. They think it's an annoyance because most people don't want to hire that they, they don't want to hire based on the personality side and then trained to the hand skill side clinical knowledge side. You know the more clinical side of it if you're an assistant. But the reality of situation is, is what people are going to end up. Inevitably having the best experience is that person with personality, people skills, bubbly, bubbly nous, that whole thing presentation, things like that. How you make people feel, do you make him happy? Inevitably, every single person that's walking into your organization needs to feel like They're your only customer, your only client. And that's very difficult to do. Very difficult to D'oh. But you need to make it very clear to every scene. You It is the owner office manager. If you're listening, you need to make it extremely clear is well that your job is to make people happy, make him smile, make him feel good, because that is what gets people to remain committed. Your organization, if they've already bought and you still make him feel that way, they're going to refer. They're gonna engage with you on your digital marketing. Presidents share things like things that you post same way with the new people coming through your practice and aren't necessarily a patient yet. Or if you're a dental practice, they haven't committed for life yet. If you make them feel happy special, they are going to buy from you. They're going to remain loyal to you. So you have to involve every employee in this journey of happiness. And here's the thing. I talk about this all the time that the three pillars of business success. If you go to our website, our main message is the three pillars of business success. Now there's some other words that go along with it, but the three pillars of business success. It's a term I've coin, an avid listeners. You've heard me talk about this before. If you're newer, it's important for you to hear, and it's also important for the ones who have to hear it repetitive. Lee The reality is, it's It's a it's I coined the term many years ago and have applied it and helped thousands of businesses all over the world grow significantly while reducing or eliminating their advertising costs. Now the three pillars our leadership and culture, inevitably everything that falls under the leadership, the management team, how you run it is a CEO. How your office manager leads the employees, how your culture is. There's a lot more to it as well, and something new. Actually, this year that we launched actually very excited about it, and what we're going to do is one time a month we're going to get together on a webinar, and I'm gonna come with the topic. Sometimes other times we're just gonna have a round table and solve each other's problems, and we're gonna talk business. We're gonna talk marketing consumer employee motivation howto bonus people. They were gonna create this journey. We're gonna come together once a month. For those you have our impede university or practice virtual platform. We're going to record those and house those in your continuing education section. So you're getting consistent content on an ongoing basis, updated In addition to our video training courses, I'm very excited about it because it's inevitable. You need those things is part of the three pillars. That's where they start. Then we also have digital marketing is a pillar, but the 2nd 1 the employee training, is what people just don't like to do. For the most part, there's exceptions, but so many business owners or howto I automate my training. How do I not have to deal with this? I've told him 1000 times. They still can't do it. Well, they can't do it cause you don't practice with him. So this involve every employee. Walt Disney's employees receive regular training, ongoing, consistent, and I talk about these three pillars. I brought him up, then got a little bit sidetracked, but I brought him up because the reality of the situation is is that the three pillars. Really the only And and I really emphasize this, I am so passionate about what I'm about to say. It's true. The only companies that really do the three pillars at their peak levels, they're famous. The three pillars. Whether you want to, if you just want to be, you know, dominate in your community. Well, you can become famous in your community by doing these three pillars. And Walt Disney is a perfect example. Their digital marketing is just ridiculous. Their leadership and culture is ridiculous, I say. Ridiculous in a good way in the way they train their people is ridiculous. It's exactly to a tee. What we teach, what for new patient groups. It's how we handle my right chat agents. They're trained every week for life. It never stops. They're trained on things repetitive. Lee. They're trained on new things. They're constantly pushed. They're constantly made to be better and their bonus on whether or not they come to work every day and push themselves to improve. It's none of that. Well, we're gonna you know, the way of practice doesn't wanna hit 100,000 production this month and everybody gets X. No, no, No, no, no. That's not the way bonuses work, and we are going to have a podcast. I was going to do it last year. This year we will do it on bonus ING employees just thinking differently about the numbers. But for you to involve every employee in this customer journey, this patient journey they have to be trained on how to do the commercial side of their business of their job description at the highest levels. Hospitality, customer service, sales fundamentals, time efficiency, overcoming objections, handling complaints. The list goes on and on and on on what they do every day. Shaking hands, presentation skills, presenting money. The list is endless on the things that have little to nothing to do with anything. Orthodontic Denny dentistry, plastic surgery, just health care related, which is why you need to seek the advice of people outside the healthcare environment that specialize in those things, such as Walt Disney is an example. Now, with Walt Disney, it's not unusual to hear about an employee going out of their way to provide a memorable experience. Here's the here's the thing, the Walt Disney employees and they're expected to do this, but because their leadership and culture of the whole organization. Top down, puts them in a place toe. Want to do this? Their employees want to give each person they come in contact with a memorable experience, something they remember for the rest of their life. Now ask yourself to your employees. Do that as well. Do your employees say I'm too busy or I've got 14 things to do? How am I supposed to make a cup of coffee for somebody? Because that's by the way, how you do it. You don't let him know. Hey, there's a coffee machine over there. You say we have coffee or water. Allow me to make you a cup of coffee or get you a bottle water. I'm happy to bring it to you. That's how that's done. It's not done very often inside the practice, But you know what? That goes back to also creating the immersive experience because if you're the one doing it, what's going on psychologically in the minds of consumers that where am I? This hospitality customer service feels like I'm at such and such Ritz Carlton, Some height, the Ojai Fine dining restaurant, whatever it might be boom immersive experience. You want to take them out of everything. Health care related. You want to get their minds out of that state, and that goes again, goes back to the only way you can do that. Is it the three pillars the leadership and culture, the employee training and in the digital marketing? Because you want to make them feel special on your digital marketing presence as well. You've got to involve every employee. There can't be. Oh, Nancy. She doesn't know what she's doing. We can't, but no. Then you need to train Nancy on how to do it at the highest levels. You can't be afraid to put Nancy in a position where she may fail today. She may not do well with one of the patients, but that's how Nancy's gonna learn. That's how you use it. You're next weekly meeting. Those three things that you witnessed Nancy do that you would prefer her do a different way. You bring those to your meeting, you discuss it, you role play it, and you consistently do that and Nancy gets better. That's how that works. You know, employees at Walt Disney and I've taught this. There's a few rules that I've taught, and and I and I adhere to them in my own organizations, which, you know, I don't have enough time. Things like this can't stand those phrases. But employees with Walt Disney are not allowed to say, I don't know. They don't They do not say that those words do not come out of their mouth. They are taught. Instead you must find a solution and therefore guests do not get frustrated. It avoids the conflict in the situation. The other day I called a place and I was asking some questions, and this is a real problem with again going back to receptionists that was asking some questions and she did not answer any of them like, Well, can I put you on hold? I need to find some. You get that answer, she come back and answer and ask for another. I don't know that either. So what kind of experience does that provide whenever you're doing that? And I can tell you I mean, the answer is obvious. It's not a good one, and it goes back to every employee, better be involved, and you better train him a strong customer service experience starts with leadership, its leadership and culture. Without that, the training does not work because you can train all day long. But if the leadership team can't create a culture of success, the employees are far less likely to actually implement the training. In addition to that, if the management team does not hold the employees accountable to the training, the employees see that and therefore less likely to implement any training because they realize they don't have to. Well, no one's gonna hold me accountable. Why am I going to do this? That's unfortunately the mentality a lot of employees have within the practice environment, which again goes back to do your employees wake up every day? Or they hired to show up to your organization as part of their job description That says, you are to make every person you come in contact with in this organization happy. Make him smile, make him feel comfortable. Make them leave here, going Wow, in the answer and you know, it's It's not a criticism. The answer is no. That's not how health care practices, and it's not honestly how most businesses. It's not how they hire, but it is how you should hire it is what your policy should be. It is what your training should be, all going back to making people go, Wow, making them happy, special et cetera. And you've got to involve every employee in that process, and they have to be trained at the highest levels. Another reason why we created New Patient Group, because we want to do the training for you because most people don't want to do it themselves. We just happen to love it. I love taken people from Point A to Point Z. All of our coaches. D'oh! It's a blast, you know, for a lack of a better word. It makes us proud, like it's so It's so awesome to see make believe named Jimmy, you know, not have the skill set because again the employees out there, it's not a criticism. We have a lot of employees that listen to this, and they listen to it to improve their careers. They're the type that want to make your employees. I'm sorry, your clients, your customers, your patients that walk to the door, they're the type that want to make him happy because they're taking their time to listen to this podcast. But the reality is, is all those skill sets that we talk so much about on this organization that clinicians managers that you're doing your thing every day and every single second your employees are doing these job descriptions? Do you think your employees and you should ask this the employees you have? If they went and gave their resume toe Walt Disney, will they be hired? The answer's no. So therefore, it is your job to ensure that they would be hired because they're doing the same things taken out the trash immersive experience, shaken hands handling complaints, objections. The list goes on and on and on. They deal with people every day. It's your job is an organization to give him the training on a consistent basis to ensure every employees involved with that overall experience. This next one's great talk a lot about this, and there's really never been a time in business and and and don't you know, we do have and we talk about this. If you're new to the podcast, you don't know. But we do have a little bit of a following outside of health care as well. I have you know, cos I've done in the past life and business coaching companies where we've helped we basically do the same things. We just apply them to whatever type of business that we're helping. But the majority of the people that listen are obviously in the healthcare environment, their reps. Doctor's office manager's employees that work inside the practice or they help a practice grow wherever it might be. So I bring that up because the reality the situation is is what we're about to talk about is so critically important, unlike ever before. But don't think you're the only one. Orthodontists listening, Dennis listening. The changes happening in dentistry, orthodontics, just health care in general, they're happening everywhere. It's not just you. It's not just you restaurants face. You know, these these directed consumer ones that send you, you know, the premade meals. Yeah, it's it is competition on every corner of your hotel. If you're a restaurant, the consumer wants to make online reservations with hotels and restaurants. I don't want to call somebody is the same thing an orthodontist, but it's very similar. The changes going on, don't think you're the only one, and the reality is Is this 4th 1 is you have to take personalization to the next level C For most people going into a Disney theme park, it truly is a special occasion. And you actually, even if you haven't been there before, it's something like you feel it, right? You filled my God, This is gonna be special to be amazing. And that's how you feel before you even walked through the door. Why? Because that's the brand that they've generated. Now, if you have been there and you're going back, your excitement probably on a different level, may mount a higher level. A different level because you know what's coming. Here's the reality is that Disney treats every guest no matter if it's their first visit or their 10 thousands visit like a V. I. P. Do you think that Walt Disney sits around saying that we don't have time to train? This just blows me away. The mentality of some business owners out there? Well, you know, we have patients in the schedule 8 to 5 every day. When we gonna when we're gonna train our people Well, you blocked time. Well, we have production that we have to get. We have bills we've gotta pay, like, literally the mentality inside the practice environment. Not everybody, but in a lot become across it. Every day is so significantly different than how other business to consumer organizations function because that's what you are. Is a practice you're offering service is that you sell to the consumer. You're a business, you're a B to C company. So if your goal when you walk through the door and how you set up your practice, your goal should not be. How many people do we jam on the schedule? How many people could be put in our hygiene room? How many new patients can we see a day for an orthodontic practice? Your goal is, is how do we make sure that every single person that enters the organization is treated like of the I P. That's how you should view it, which means you may have to see one or two less hygiene patients a day. And I could just who My God, how are we gonna produce? We gotta fill that seat. And that's the mentality in the mindset shift that you must make in today's competitive marketplace because the reality is, and I see it with clients all the time over on the G p side of things. The reality is, the less they see, the more they make. Why? Because they can go through a It's the same way in the orthodontic side, the plastic surgeons we help. And obviously that doesn't mean you're gonna see one patient a day. Okay, don't don't take me literal here, but the reality is that you have to go through a systematic process with each and every person, finish that systematic, process each aspect of the way at the highest levels and then dismiss them and bring in the next person. It's not. Get through it as quickly as possible. Rust to clean the room and go grab the next person. It doesn't mean you can't produce that way, but it doesn't mean you will lose millions of dollars and definitely hundreds of thousands of dollars in growth a year. It's just the reality Now, if you view your schedule is production, I can't help you. If you've used your schedule as how do we give each person a unique experience, you're gonna grow unlike you can't even imagine how much you'll grow and you won't spend money doing it at the same time. That's the beauty you don't have to do. Paper, click postcards, Radio, TV When's the last time you saw a Ritz Carlton commercial? You ever get a postcard from Starbucks? You guys hear me talk about this. They don't do it because they don't have to. They're big on the three pillars. Leadership culture, employee training, digital marketing. That's what they dominate. That's where our clients with New Patient group dominate. That's why they become famous in their community. They do these three things at a far higher level than other places. People can choose to spend their disposable income and again not just another health care practice but back to the personalization. The customization, the reality is, is the way Walt Disney is looking at is, is. Much of it just simply comes from understanding they're guests and personalizing it. Their experience overall experience to their guests needs because employees pay attention and ask guests about their visit. So if you want to grow your practice, we used to have a message on the new patient group. Cider Message used to be. Grow your practice from a patient's perspective because there's nothing better and and the problem is, is not a lot of companies do this, but the number one way to find out how to grow is ask your customers because every single day health care practices treat people that specialize in what the health care practice should know. They're treating engineers and lawyers and and marketing people and moms and dads, and the list goes on and on and all those people, not all but a lot of those people work for companies that train them on sales, customer service, hospitality, things like that. They know these things. So therefore, getting feedback from those people is really important because it allows you to take that personalization to a whole another level. And Disney's famous have been doing this for years of collecting huge amounts of data to understand what their guests want. A long time ago Disney applied from remember when this was, but they actually applied for a patent to collect consumer data by scanning guests. I mean, they're obsessed with gathering that data, but not just gathering the data there, then obsessed with actually taking the data and ensuring that the next time you come, your experience is even better than today. Now here's a company that's already on the top. I can just I can just see this with our new patient group clients out there because you know I'm about to go. Here's a company that's already at the top with customer service. Yet they're constantly gaining data to turn around, analyze to turn around and train their employees and how to get even better. And they're doing it so the employees don't slack off lack back towards however they were when they were hired. And I see it's such an epidemic with businesses is that we already did the phones or we worked on financial presentation already. Let's do something new. Meanwhile, you go to an event to get something new. You come back, implement half of it. It falls away in three weeks, and because your focus is gone, the person presenting money that got good because you trained them now resorts back to how they used to do it. Which human beings will I see it with, Right? Chet, my agents are incredible, but we train every week because because I see it is that people slip back into their bad habits, which we all have in different forms and fashion. So as a call agent, you may be really good at A B and C B may struggle with DNF as an example. So if you're not constantly working at a through F, then you will start to slack back. Walt Disney does not let that happen. Which is why that second pillar, that second of the third pillars, that the three pillars of success is that employee training and it's repetitive. It's ongoing. It's consistent. It's over and over and over. Very few people commit to it. But the famous companies all do. I'll do. You know, one of the things you could do immediately at your practices. Start a survey of asking your patients how you can improve so critically important. But don't just take the data and let it sit there. Do something about it. Maybe the wait time was too long. Whatever it might be, which is just a slap in people's face, by the way, when people walk through your door, it is your responsibility to see them on time or is an insult to the value you have for their times. it used to be in health care. People would love to talk about how valuable the doctor's time is and no show policies and things like that. Now it's how valuable your patients times is is just the way it is. It doesn't mean that your time doesn't matter. But all in all likelihood, your customers don't care about your time. They care about their own. It's no different client patient, whatever. You know, one of the ways you can personalize an experience. We talk about this. We have in our new patient experience course, actually refreshing it right now about to redo the whole thing. It's gonna be really good. We're kind of laid out the new outline and everything because we change our stuff. It always amazes me that there's consultants out there that will be hired by a practice that teach the same thing today is they did 15 20 years ago. It's just amazing to me. One of the things we do is we try to refresh our things really every year. Why cause consumer data changes and the data is how you should do it. You know what's we always talk about the YouTube well The reality is the data shows that you've got two new YouTube or in five years you're a dinosaur. So if the data shows that, well, you better do it now. You may personally not like YouTube, but you, your personal feelings on that. It needs to be taken away, which is why it's really impossible to personalize a customer experience if you put your own thoughts into it. And what I mean by that is, if you don't like a B and C, it doesn't matter because the customer may love it. So you better offer A B and C. There's a Seinfeld episode a long time ago, so Seinfeld you guys were gonna know which one I'm talking about. Poppy is his name, and and Kramer, they go into business together. Gonna make this, make your own pizza thing, and they're making it. And Kramer's like You can't want cucumbers on mine and poppies like No, no, no, you can't. You can't put cucumbers on a pizza, and Kramer's like, Why not? He's like, Well, we can't allow the customer to choose whatever they want. That can't happen. Well, the reality is you better or you're not gonna make it. If they want cucumbers on their pizza, you better darn well give it to him in one of the ways is is offering a different type of patient experience in the new patient call. We talk about this quite a bit in the events we call in the wine and dine the V, I, P Express and the virtual, and I give an example about I'm more of the wine and dine guy. I still want to feel like a celebrity, and I still want the doctor to spend an extraordinary amount of time with me. But the reality is, is I'm becoming somewhat of a dinosaur and that that used to be the majority. Now it's not so. It's irresponsible for me to get on behind this mike or go into a client's practice or teach my coaches to go into a client's practice and teach them what I like now. There's obviously a lot of people out there that do like what I like, so it needs to be an option. But there's other briefed, shortened versions of the wine and dines we call the V I p Express about If you're an orthodontic, practices about 30 minutes. It's a different situation for Ah GP practice, plastic surgeon. Little bit longer, different, different aspect. But I don't want to go in all that. The point is, it's customized based on type of doctor. You are, of course, and then you have the virtual. And I'm not gonna get into that on today's podcast. You all the details of each. But the reality is when you have three. Now, when you're on the new patient call, you can offer those three and let the consumer pick, and you see how that works. That is a personal customer. Service experience is personalization. It's taking it to a much different level than the other places that person has or might call next most places. That's an hour as an example. That's the way we do it. Sorry. Well, you know what? 5 10 years ago. Was it that big of a deal? No. Wouldn't have helped if you personalized it. Yes. Now it's a necessity. All these things the three pillars used to be a za doctor. You go to school, Come out. You're a $1,000,000 in debt. You're gonna be rich anyway. It's no big deal. He get uneasy. Bank loan. You're on your own practice. You could run it. Not very good to say it very politely. You do not do any of these three pillars. Well, your website could look like it was built 20 years ago. Never shoot one piece of content. Never train the employees. If you're a good clinician, you win. You make a lot of money. It's not like that anymore. Now there's some that are still running it like that, making money. They haven't quite felt the pain yet, but that's one of the things we teach. All the time is is you better not wait to feel the pain, because once you do, it means there's more competition. Your area that's moved in, that's doing it right. And once you feel the pain, it's too late. You have to be the CEO. That remains ahead of the pain. It's no different than the patient. Once they feel pain too lates gonna cost him more money. You know, the whole deal's a clinician. They've gotta fix it before the pain hits no different than your business personalized. That experience gathered data from your patients. Ask your patients questions. Use that data. Customize your patient experience. Be different. Be unique. Be unique. Now number five leverage your technology. Okay, Something Walt Disney does very well. And Disney realizes that that most people are on the go when they're accessing data. You know, it's not a I'm gonna sit at my desk and in access data world anymore. Now that does happen, of course. But most people, they're accessing it on the go mobile device. Things like that. Now they're offering Walt Disney than this for years. Offer free WiFi. It amazes me there's not more people doing that. I've always said that airlines, the commercial airlines and I fly lots fly united. Delta even had a podcast about, you know, the Delta verse United Experience. That was last season. But the reality is is they all charge you for it. Okay. You want to get on the internet, sir, find your email Things like that's a monthly subscription or a one time fee, whatever it might be. And I'm sure they make a lot of money from it. But a person that travels a lot like me if one of them or say, Look, you travel with us, your wife eyes free. Well, guess what? I'm going to that airline every single time I can, As long as they fly at the right times to the destination. I need to go. So they more than make up with my mouth. I'm flying because I'm choosing them because the wife eyes free anyway, so it's a podcast for another time. But the point is, is that you need the leverage, your technology, the way Delta or excuse me the way Walt Disney leverages their technology. You know, the Disney they have the my Disney experience app, things like that. There's all kinds of different things. If you go on and type in, you know, Walt Disney Technology, you probably will be able to see some things that are pretty neat. And I don't want to get in the weeds of all their technology. But the point is, is there so much technology out there that practices have and they don't utilize or there's so much technology out there and they don't even invest in it. Now we try like on the right chat side. We try to take the the user experience, and that's what we're all about. The user experience on the phones, user experience, the alive websites chat and we're taking it to a whole nother level because we remotely access your practice management software, so we're able to actually schedule them as well. So the call center is not just a call center. It takes it to a whole nother level. We replace the need to have a receptionist were actually pretend as if we're sitting inside your organization. It's like you hire an employee, but the employees comes trained and the things your receptionist just isn't or you're gonna have to invest a lot of time money to do it. But the reality of the situation is on the website chat piece. We not only become the online concierge, we become it because we can access it on schedule it right in your website. Now I bring that up because whether you go that route where you just go a normal website chat route, where they can chat with you, take a message and call you back from, you know, they relate to the practice. I don't think that works anymore, cause people on the go, you got to get him right now. But the point being is is that technology is an experience for people. Online scheduling is an experience for people. You're right, Errol Machine that just sits in the corner and you use it as a records machine. Get that thing out and scan every single new patient that walks through the door. Leverage your technology in a way that's gonna make people feel unique, special, happy and whether it's new patient, group, right, chat other companies out there. It's not even the point. It's that you need to make every single touch point. This is why I want you to go back. If you haven't already in, listen to Episode one, because it really hits on. This is making every touch point they have with your organization something unique, something special. And it starts when they're shopping digitally. It's then goes on to the phone call, whatever it might be. If you have technology that can enhance that, you need to use it. The ight. Eros, obviously a big one. Online chatting Scheduling is a big one, and there's a lot of other examples. But again, planning a seed in your mind is leveraging your technology. Don't let it slip by the wayside. Use it. Invest in it, make sure that you are more convenience than the other options they have. So just a real quick recap. Okay, that was five lessons from Disney that you can apply to your practice, not rocket science. However, however, it is again a shift in mindset on how people run their practice. The business components of their practice, the 1st 1 that is immersive experience create that immersive experience, even if it's for a few seconds. Everything you can do to make people feel like they're not inside a healthcare environment. Now that could be a real estate could be knocking out your walls if you want to go the big route, where it could just be how your people treat your clients, your patients. That can be the immersive experience, because if I've gone to three practices and you're the only one treating me like I'm teaching on this podcast is new. Patient Group teaches how we teach the right chat agents. If you're the only one that does it, then boom. I feel like I'm somewhere else. What's this? Hospitality and cut? This is nuts inside a practice, and this is what consumers want because they come from that world. Take out the trash was the 2nd 1 Get everyone's got to be involved in that process. Your pictures have to be straight. Make sure that there's soap in the soap dispenser in your bathroom. Make sure the toilets are clean. Makes sure your parking lot is clean. Your front door windows. Everything is straight, clean, tidy. Involve every employee was the 3rd 1 Train your people or hire a company to train your people on a repetitive basis on the skill set that goes into offering a unique experience. Take personalization to the next level. Customize your experience to what your clients want. That's why, with new patient group guys, we have different ways to do things. If you want to purchase video courses and keep him forever, that's what we have impedes university or online store for You can buy all of our courses, keep him for life, or you can buy individual courses where you can get a coach that works with you personally. Each person is in a different journey, so if we don't custom, I imagine us go. No. The only way you can work with us is if you do this. Well, you know, we may close people that that fits their need, but then we lose the hundreds upon hundreds that it doesn't. You've gotta personalize it no different than us than your practice vice versa. And then leverage your technology. Make technology work for you, Tow. Offer a unique experience to your respective clientele. All right, hope you guys enjoyed that today. Upcoming. Guess we got some good ones coming. We have Chris Benson coming on to talk about with the 2019 growth numbers. Aaron, there's some interesting numbers. I saw them actually going to use them coming up with the Ortho if I speak there in next week. Actually, I speak for Ortho Fi and looking forward to their national event. We've got some other big events coming up in PG iconic, which is our practice workshop. Ah, that's going to be in Houston February 7th. Ah, lot of big events, a lot of great partnerships. A lot of things going on with the company that air. Fantastic. So, looking forward to a great year, make sure you listen to the 2021st episode of season three that talks about that's that brand that you're gonna create via every aspect of the appointment process. Really appreciate you guys listening out there. Really take this to heart. Okay, Think differently. Let's have a great year was put this into place. I know it's a little bit unorthodox, but it works, guys, it really, truly works. So hopefully you can take some tidbits today. Get that implemented. And guys, here's your success. Keep on hustling out there. Keep learning. And I love you all. Appreciate your dedication. Listening to the podcast, looking forward to our next episode. Like I said, Kris Benson's coming on. We've got Dr Regina Blevins. Dr David Boskin. We've got the CEO of a dental real estate company actually cure. I'm actually interested in that one because he's going to teach you when it's good, you know, when it's good to buy when it's not. He's got a lot of good insights there. We've got a lot of other great clinicians are gonna be on the show as well, looking forward to it. Okay, guys, have a great week. We'll talk to you soon, but my