New Patient Group Podcast

Part 3 - How to Achieve the Pinnacle of Customer Service | Transform the Patient Experience with Cutting Edge Digital Marketing Strategies

• Brian Wright • Season 7 • Episode 107

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What if you could transform your business into a customer-centric powerhouse, delighting customers and boosting your bottom line? Our latest episode offers the blueprint for creating exceptional customer experiences that keep customers coming back for more. We tackle the crucial question every business owner must ask: "How do I get what I want from my team and customers while delivering unexpected experiences?" You'll learn how to foster a customer-obsessed culture, sharpen your leadership skills, and invest in continuous improvement to thrive in any economic climate. Plus, discover how superior presentations and experiences can maximize your customer conversion rates and cash flow.

Personalized digital marketing is not just a trend; it's a game-changer. We break down the tremendous benefits of crafting unique, professional content over relying on generic, template-driven strategies. Hear about the importance of outstanding site speed and how it meets Google's stringent standards. Our discussion emphasizes the power of word-of-mouth marketing and customer retention, and how our custom web development solutions ensure client satisfaction and loyalty. With a focus on engaging video content and platforms like TikTok, we reveal how embracing these trends can set your practice apart and drive measurable business growth.

Finally, we shed light on the pitfalls of finite-minded decision-making driven by cost-cutting and its impact on hiring less effective marketing companies. Learn why investing in high-quality content, innovative strategies, and superior experiences is ultimately more cost-effective. We also discuss the interconnectedness of business culture, leadership, and personal relationships in enhancing employee performance and customer satisfaction. From employing digital tools like the iTero scanner to adopting a hospitality mindset for a high-end orthodontic experience, this episode covers it all. Tune in to discover how to create an exceptional, customer-centric practice that stands out from the competition.

New Patient Group - 
Transforming culture, training and digital marketing practices by implementing life changing experiences for you, your team and your patients. We believe experience is the key to increasing new patients, sales, conversion, compliance, cash flow, referrals and more. We believe experience is the key to reducing stress, chaos, advertising costs, employee turnover and more. Whatever it is you want, whatever it is you desire, we believe experience will help you achieve it. 

We are the patient experience company and we revolutionize practices by transforming their culture, their employees and their digital marketing. By combining these three services together it creates a powerful force that works in harmony to achieve what you want by delivering employees and patients more than they would have ever expected. 

Choose any service individually or become a private client and achieve your best year ever or your money back .. Guaranteed. Private clients combine all three services (Leadership & Culture, Team Training, Digital Marketing) together to take over their community and leave their "competition" in the dust!

Trusted by the Best Doctors: Jep Paschal, John Graham, Regina Blevins, Alyssa Carter, Jamie Reynolds, Stu Frost, David Boschken, Donna Galante, Boyd Whitlock, Bob Skopek, Byrn Cooper, Sean Carlson and Many More!

Speaker 1:

Welcome aboard the new patient group flight deck. Less chaos Check. Less stress. Check Less advertising costs. Check More personal and financial freedom. Ah, check, all right. Business checklist completed. Let the takeoff roll begin. Welcome to season seven of the new patient group audio experience, a podcast dedicated to forward thinking doctors wanting to learn innovative ways to run their business today so your practice can achieve new heights tomorrow. And now your host. He's the founder and CEO of new patient Group, managing partner of RightChat and a trusted motivational speaker for Invisalign, orthophy and others, brian Wright.

Speaker 2:

Hey, New Patient Group and RightChat Nation. Welcome inside the broadcast booth, Brian Wright here, and welcome in to another edition of the New Patient Group podcast. Man, oh man. This year is rolling by. We are now into the month of july. I'm a little bit behind.

Speaker 2:

My goal was to finish this three-part series we're doing and today will be the third part, and we'll wrap it up on this series that we're into. More on that in just a second. But, my goodness gracious, I I apologize that I didn't get this one into last month. Really, today, my goal was get Dr Mark Olson's and my national webinar. That was our second fireside chat. That was my goal to get that launched today. So we're going to probably push that either to later this month or into August. What I don't want to do I've heard from a couple of you that we changed the podcast format and now there's more coming at you. I don't want to send out too much, so I think what I would like to do after today most likely what this is going to be is, like I said, we're going to wrap up this customer service series.

Speaker 2:

In May we started it and it was a four-part series that talked about, first of all, what is customer service? If you have not listened to that, please go back and listen to that part one and then listen to all those that month. Then we're coming off a series last month that talked about okay, now, how do you achieve it? All, right, In May, it was the three ways. You know you are achieving it last month and then now we're wrapping it up today is how do you achieve it? And this series, you know we're coming off. It's all about a mindset. I think, as a business owner, what you have to be doing constantly is you've got to constantly be going back and asking a very simple question. This question is not hard. How you accomplish this question is complicated. It's complex. Uh, but you can do it if you just commit to the things that we talk about on this podcast. And and the question is is is how do I get what I want from my team, my employees, while delivering them unexpected experiences along the way? Right, Because those unexpected experiences and this is why the definition of customer service you getting what you want from your customer or prospective customer meanwhile, they believe they receive more than they expected from you. Right, that's a difficult definition to accomplish and that is what we're in the middle of last month and this month wrapping it up is how the heck do you accomplish it? All right, so remember that definition, because that is the definition the famous companies go by. They are always saying to themselves how do I get what I want? Okay, now let's choreograph and map out the journey and let's make sure that the consumer is getting something more than they would have expected via every interaction, that chapter of the book of your business, if you will. So it's a difficult definition, but what you should always be asking yourself is the same way Say, okay, what do I want from my team? Okay, ask yourself that question. Okay, now, how do I get that?

Speaker 2:

By delivering more than expected, right, and that's by improving your leadership skills, always striving to create a better culture. Have a culture that's obsessed over the customer, not the data, the finite data that you look on the data sheet, investing and improving your team. Always be investing and improving yourself. If you just do that, everybody, you are going to kick butt, regardless of economic conditions, regardless of the unknown, regardless of the uncontrollables. You're going to be fine If your mindset is always on. How do I deliver a better experience? All right, and, like I said, it's complicated, not easy, right? The other piece, too, is you're asking and you're going to get. By asking that question, you are going to get more out of your team. There's no doubt You're going to create a culture where the great ones stay and thrive, the bad ones quit and leave, and that's the sign, and if I've never done one, I'm sure I will. I mean, that's the true definition of a perfect culture, in my opinion, right Now, there's more, of course, things that go into a perfect culture, but that is the ultimate goal that we all want as business owners, as entrepreneurs, is exactly that, is exactly that.

Speaker 2:

Now, the next one, the next question you should be asking yourself is how do I get what I want from my prospective customers? Right, your new patients that haven't yet signed yet. So again, I don't even like calling it a new patient, because they're not. They're just some random Joe, random consumer out shopping around. That is a fact, and you need to look at it that way, because if you do, then you can ask yourself okay, my goal is to get people to buy from me at the highest dollar. Right, Because the higher I can charge and the higher my conversion and the higher the down payment, not because the down payment is required, right, but because you deliver a presentation and experience that helps you maximize your cash flow, your money down at the time of signed contract. Your cash flow, your money down at the time assigned contract. If you're always asking yourself, what do I want? And then, in order to get there, what do we do to deliver an unexpected experience at that given moment in time? And that's where last one we did the culture, then we're coming off.

Speaker 2:

Part two of this series is uniquely, or committing to uniquely, training your team on hospitality, sales, verbiage, presentation, overcoming objections, handling complaints and turning them into a positive right, Compliance, discussions with your assistants, chair side or in front of mom, and those are just the minimal things. It goes so much more in depth. It likes psychology, right. Consumer psychology would be a big part of that, and whenever I say that again, this happens to be the first time you're tuning in Consumer psychology is knowing what to say, when to say it, how to say it and why to say it right.

Speaker 2:

If you order your language and you say things right, it is amazing the impact that it can have. And you know nobody argues that a waiter who can present the specials right. A waiter that can present and uniquely make you the way they make you feel about the wine menu. A waiter that can uniquely present dessert right. Nobody would ever argue the fact that of course that's going to get a table to spend more money right. In restaurant business, if you want to maximize the dollar that is being spent at every single table, you've got to have uniquely trained waiters. But then you have to have a culture to back it up. That is the roadmap to getting what you want at a higher level by delivering experiences that are unexpected right. So that was part one and two. Today we're diving into a unique one. Today is the third pillar of experience, the third pillar of success, if you will.

Speaker 2:

That New Patient Group does under one roof, and I get a lot of questions about why do you do digital marketing, and I even get questions like we didn't even know you did it. But I want you to go back to the journey that the consumer takes with you and you take with them. Digital marketing plays a huge role in that. For the obvious and I'm going to talk today about some not so obvious and I think once you hear it you're going to go damn, okay, I can totally see that. And digital marketing at the time, people, whatever they see an Invisalign commercial and they hit at this moment, right, they're going to look and they're going to enter in Invisalign, and they could enter in other terms, but the facts are, Invisalign is entered in more than any in orthodontics, so they enter in Invisalign.

Speaker 2:

You have all these different options come up, right. You have all these different options come up right, and there's probably within a 10 to 15 minute drive of that person's workplace business, that person's house, the kid that they their kid when they go to pick up at school. There's probably 10 different choices. Just right, there, right. So you ask yourself again right, what do you want? Well, you want them to interact on your website. You want them to interact in your social media channels. You want them to search in your YouTube station, right? You never. What you want them to do is then pick up the phone call schedule with you or, if you have an online form that they can fill out, podcast for a.

Speaker 2:

Certainly, I want to talk about that for those who are using that. I think it's a good idea. Sometimes it can be a fabulous idea, but there is a very specific process that you need to take in order to maximize that process to make it work for you. Digital marketing can do all of that for you, but what you have to ask then is how or what are we doing with our digital marketing that is offering something unexpected, Because, remember, you're not the only website they're going to hit, you aren't the only social media channels they're likely to check out, You're not the only YouTube station they're likely to spend some time on, so there's a whole host of these things that you now have to go. Okay, what can we do? That's unexpected. It's interesting. My digital marketing team, which is so fabulous.

Speaker 2:

One of the things that is interesting to me for a lot of you out there the private, family-owned practice and how you talk about the larger corporations and the lack of clinical quality and they don't commit to the finest clinical materials and they nickel and dime things for the pursuit of profit and the results aren't as good as yours, things like that, For whatever reason. This is totally off the cuff, but I think it's a valid point is, you have to remember I get asked a lot of questions about. You know, there's a lot of big names out there and and just like. Just like in the coffee world, the big names are never the best, right the Starbucks? Starbucks is crap right Now. There was a time where Starbucks offered a very unbelievably exceptional experience non coffee experience but that's gone away. But they are big and make a lot of money, but it's not because of their quality whatsoever. And the corporations are the same way.

Speaker 2:

And in this industry, the people that do digital marketing, the big names out there. There's an orthodontist that owns one of them. It just cracks me up when people bring those names up. They say how do they compare to you? I say not at all. Like I'm never going to get on stage and call out specific names, but call out specific names.

Speaker 2:

But the big names are it's template posts, it's blah social media. They don't do anything unique whatsoever outside of spending hundreds of thousands of dollars a year on marketing, and I'm proud to say we build ours without marketing. It's word of mouth. It's when we do close somebody, they don't leave. And they don't leave because they are getting the best of the best of the best from personalized web development from the ground up. We don't use templates. We ensure site speed is fantastic because that's still the number one thing Google is looking for. The professional content writing that we do is actually real.

Speaker 2:

Like there's so many of these big names out there that are doing cut and paste content onto all of their sites, which is the Google violation, and it's just. They're nickel and diming things and, for whatever reason, they get away with it. I don't know if a lot of you out there you're not paying attention, you don't know. Look, you don't, you're not looking for the differences. But these big names, they're just. They're just crap.

Speaker 2:

Like I'm just going to say it, like there's a time in my life and my career in this business where I probably would be more politically correct, but the reality of the situation is, is they're crap? What on my website is going beyond offering something unexpected compared to the other five they hit? What is the content? How's the word speaking to them? Is there video interactions? Are there beautiful videos and bios of my team on there so they can get to know, like and trust us as they're shopping around my social media channels? 51% this is what I was getting at a minute ago my digital marketing team, who is just unbelievable and so devoted to the customer. It's just ridiculous and I'm so proud we have a culture.

Speaker 2:

Because, just like that, because just like I tell everybody, just like, when someone's buying, Invisalign or braces, whatever the hell they're buying the investment is in you. It's not the tool, it's the same thing. When you buy from us or you buy from another company, what you're investing is what your real investment is is in the leadership team, in the culture they have. Are they customer obsessed or are they nickel and diming things for the sake of profit, to screw their customer? The mindset of the CEO, all of that. When you invest in us, that's what you're getting the best of the best of everything. And we are proud doesn't mean we're perfect. God knows we're not perfect. You know if we've made mistakes, heck yeah, we've made mistakes, but we learn from them, Right, and we're always looking five years ahead to make sure our customer is there way before other people even decide to try to get there. And you know when you're, when you're in the.

Speaker 2:

We've never wanted to be known for a digital marketing company because we're so far beyond that and we use. You know I was getting on, I keep getting on these little, these little tangents. But our digital marketing team when we had MPG Iconic in the in I do this podcast. This past January they talked about a stat of 51% of Gen Z women are doing searches via the video search on TikTok and I like searching around and blah, blah, blah. I go to practice after practice, after practice, after practice, after practice. There's nothing there, or there's nothing there that's unique, nothing there that's going to really truly move the needle and it just leaves such a huge opportunity for all of you, and this is one of those. You know it's a leaky hole for for all of you who aren't doing video marketing, aren't doing video marketing on TikTok. But it's one of those holes again that when you print out your practice management software data nowhere on there does it say, well, you need to do seven more videos a week on TikTok, or a month, or whatever. You get the point right.

Speaker 2:

This goes back to the finite versus infinite data. The infinite data and the infinite minded is going okay again, what can I do? That goes beyond for the consumer. What can I do? That's unexpected at this given moment in time, as people shop and that's how our brain works. So all this leads me into. You know, digital marketing plays such a unique opportunity. If you get your brain off of how do I get more new patients? How do I get more likes? How do I get more of this? How do I get more likes? How do I get more of this? How do I get more of this Like? All of that matters and it's something we as a company pay very close attention to and it is on our list of goals. But I'm going to paint a picture to you on why, the real reason that that I wanted digital marketing when I founded this company 11 years ago, why I wanted digital marketing to be a piece of it.

Speaker 2:

So my brain has never been like, let's say, you want to grow and you say, okay, I'm going to go train my TC. Okay, great, that's something we do. Right? Our digital workflow, exam flow, sales, fundamentals, all kinds of consumer psychology big part of what we do as far as the TC and doctor exam goes in digital workflow huge part. But where my mind constantly goes is is that doesn't maximize anything, right? What if we're able to lower your no-shows 30% and increase your treatment conversion 10% on top of that right, or 20%, or whatever the hell the number is? So if we only increase your conversion by 20%, we do great for you, right? That's an amazing increase. You're happy you grew, but then you have all these new patient no-shows. So my mind is constantly going okay, what if we looked at every interaction, every piece of that consumer journey and all we thought about was how do we give the best possible experience right? Screw the numbers, forget conversion, forget new patients, forget everything Just at this moment, right now. What are they expecting when they schedule at a restaurant? What are they schedule? What are they expecting after they call a plumber? What are they expecting as I'm shopping around looking for a lawyer? What are they? What am I expecting after I I make a reservation for the first time at an italian restaurant for my 30th wedding anniversary? Like this is constantly going through my brain. Right, and when I walk through somebody's doors and too often in business, because most people are finite minded we're letting that data drive our decisions. Not here with new patient group or my other company, right chat. What drives our decisions is what can we do for the customer today that we didn't do yesterday? How can we challenge ourselves that everything we're teaching there's a better way to do it right, Because the customer wins whenever they invest in a leadership team and a culture of an organization that has all that.

Speaker 2:

A while back, I did a podcast around why your digital marketing is not producing the results that you need, and the whole premise of that podcast. We had several comments around. Hey, you caught me off guard with this one. The reason it's not is your culture. You will only succeed with your digital marketing if your culture is right. Otherwise, you're going to get this. We don't have enough time, right? Ever heard of that one before? Well, you don't have enough time because of the way you're running your practice. You're not using remote monitoring, You're not doing enough clear liners, You're not outsourcing enough, whether it be to us with New Patient Group, Mother Company, RightChat, a company like ortho fi, et cetera. Right, If you're chaotic inside your doors and you say you don't have enough time for stuff, well, that's you like that. That's your leadership decision is the CEO of your organization, and I don't want to get too much in the weeds, but this is why it's the same thing with part two that I did with training and I mentioned it.

Speaker 2:

No-transcript marketing works when you shoot content, when your team is engaged shooting content. It doesn't work with template posts, with just this crap. So many of you pay companies out there to do and you most likely did that because you're so finite minded that when you looked at paper, Because you're so finite-minded that when you looked at paper, one company was whatever X amount every month and the other company that offered experience and their leadership team was better and they did true personalized content by delivering marketing assignments and held your hand and coached you and actually produced a high return on investment on paper. That company was why and it was higher, or sometimes significantly more higher than the first one I mentioned and therefore you think the second one you can't afford, when in actuality, the one on paper that's cheaper is actually the one that's more expensive because it has a leadership team that sucks.

Speaker 2:

They don't know their customer, they're not constantly innovating, they're not helping you make sure that your social media channels, your YouTube station, your website, your SEO everything is unexpected to help you get what you want, you get the point, but if you can't get your heads off the freaking paper and stop being finite minded and move to be an infinite minded leader, to create a culture of your organization that obsesses over the customer, a culture of your organization that trains your people like nobody will commit to, and a culture in your organization that produces the best digital marketing presence there is. You will kick butt, but you can't do it if you can't get your head out of the freaking paper. And whatever the numbers are telling you, Stop it. Be infinite minded and obsess over your customer and your employees by giving them more than expected. And you can't give more than expected if you're nickel and diming everything, thinking that's cheaper and tripping over dollars to pick up pennies, and it goes back to the definition. When you do that, you aren't going to get what you want at a higher level and you certainly are not delivering more than expected to people that are shopping around or the people that have bought from you or the people that have scheduled from you.

Speaker 2:

Your culture has to be right, your mindset and remember I talked about it the leadership and culture side. I call it that, but there's so many things that go into that. Like your, your, your spousal relationship at home can affect the leader you are at the work, which then in turn, affects the culture. And just on down the line, Like there's so many, like one of the girls that works for you at your office, the guy she's dating, and if he's, you know if the guy's a piece of crap and beats her up as an example. That's going to affect the culture in your office. It's going to affect her performance. It's the same thing. If team members are arguing Like, your customer will suffer. You as a business owner will suffer. Your team will suffer. It's all intertwined. None of these that I'm talking about operate on their own at all whatsoever, and digital marketing is the same way.

Speaker 2:

You've got to have the right mindset to look at it from a what can we do to go beyond? What can we do to deliver more than expected? What can my practice do to be a better experience company than any people, business, which is everybody they've ever dealt with? Get your head out of the ortho, dental, et cetera clouds Like you hear me talk about all the time. Put your mind in a place of what can I do to deliver a better experience as analog based photos and yanking their cheeks apart at the new patient experience. Is that better than than a fully digital workflow showcasing all the different ways the itero scanner can help convert through a better experience? Of course the itero scanner is better, but a lot of you out there have the mentality of you like the photos, right, so you like the photos, but the person you're trying to get to buy from you that is not anywhere close to an unexpected experience Doesn't mean you can't take them, Doesn't mean you can't use them. But the digital part of the business is so much better, Like as far as the digital scanner, that should be content you're doing all over the place.

Speaker 2:

It should be something your receptionist edifies via the pillar two that we talked about with the training. But it all goes back to the culture and the mindset of delivering a beyond experience. So, yes, it's about the quality of the web designs and the writing and the posts on social media and all of this stuff. Of course it is Just like. It's definitely about the quality of your clinical work as well. But way beyond that, again, when a patient invests in you, it's you as the doctor, your leadership team, your commitment to training your clinical people, the non-clinical experiences. That's the real investment, Just like it is when you buy from a company on the business side to help your business so your practice can thrive.

Speaker 2:

So when your mind is constantly on better experiences, unexpected experiences, some really cool things start coming to your mind that otherwise, or very likely, never have happened or would have happened or very likely never have happened or would have happened, and I want to give you this as we dive in with this piece in the digital marketing is that we have done something that has become really, really popular. Before, when I talked about the TikTok stuff, you know that is a way to get more patients. There's no doubt about it. Like Gen Z is a fabulous target market. Fabulous target market. That is a great for all of you out there. You should be doing it Like should you be doing things to get new customers, new patients? Of course you should, which is obviously a big part of what we do with our digital marketing.

Speaker 2:

And it's done again to make sure. When they're checking five websites, yours looks the best. When they're checking five websites, our professional photography. When we come on site, what looks the best when they're checking five websites, our professional photography. When we come on site, what looks the best when they're hitting Facebook and they're looking around and boom, they come across your practice. You look the best that you've got the most five star reviews, Like your brand. Your logo looks impeccable. Your YouTube station is interactive. Like you've got live camera feeds coming from GoPros around your assistant's heads. Like there's so many wacky, crazy ideas we have, and why? Because we're constantly saying how do we have our customers kick the crap out of the other people in their area, which means we're constantly coming to our customers with new stuff, better stuff, unique stuff, innovative stuff, to make sure they're always ahead, and through that there's been a couple of things that have come up that have been really, really cool, and this is why you've got to go back to how can you advance your patient experience? How can you advance your employee experience? We'll give you a couple of ways here.

Speaker 2:

So, let's say, you schedule at a restaurant and it's your first time. You know you've got whatever. Whatever you're going out with a couple of buddies, or it's your your really important 50th wedding anniversary, whatever it might be. Think about at that given moment in time, all the times you've scheduled for the first time at a restaurant. Think about what happens, right, and these are the things, this is the culture, this is the mindset, this is where you have to be and this is what you have to install into your team's head too, Because I can tell you, at every restaurant you've ever scheduled at, what you've got was is automated text reminders. Right, you might've gotten an email text or email reminder as well. That's what you get Now. That's what you get inside the orthodontic environment as well, Like you're going to get some email reminders, You're going to get some text message reminders. You're going to get some email things sent. Maybe a TC calls you. You're going to get the same stuff.

Speaker 2:

And while there's nothing wrong with it, what it proves in the restaurant world, in the plumber world, in the lawyer world, in the realtor world, in your world, is that people's mind is not on. How do I get what I want? By delivering more than expected and right now, what do you want? They've scheduled. So now, what do you want? You want them to get them to show up. You want them to get them to show up. You want them to get them to. You want to get them showing up excited. You want to get them showing up psychologically prepared to buy, knowing this is the place. I want to do it right.

Speaker 2:

And the psychology effect of the halo effect is really, really powerful, the psychology effect of a lot of stuff that we teach around pre-suasion, pre-suasion is real man. You know pre-suasion. You know getting people empathetic and loyal to your brand prior to truly experiencing it has as much, if not more, impact on anything you will ever do to get people to say yes to treatment. To the point where we are, to the point where we are so obsessed with making sure the persuasion portion of that consumer-patient journey sets you apart so much from any place they've ever dealt with. I tell all of you, teach all of you, you're a people business first. But what I've realized recently is a lot of you out there don't truly understand what we actually mean by that right, the concierge job description that we have and the ortho coach, transforming that job description from just an assistant to somebody that actually moves the needle forward in treatment, to hundreds of other things, never letting anybody wait in the waiting room, operating a schedule that works in a way where people are greeted the moment they walk through the door without any wait time. I could go on and on, and on, and on, and on, and on and on about what we mean by a people business. But when I say that we want to turn you into a high-level hotel, that just happens to do orthodontics rather than hotel rooms. That's what we do. Happens to do orthodontics rather than hotel rooms. That's what we do.

Speaker 2:

So when you go back to this. What do you want in wanting them to show up? Show up excited, show up psychologically prepared to buy? There isn't a text message on the planet that's going to get that to happen. There isn't an email on the planet that's going to get that to happen. And TC's out there because many of you do this that try to spend their time calling the patient prior to walking through the door. That's fine if you do that Not trying to convince you not to, but the reality is is likely, as I'm scheduling at three, four, five places, other people are going to do that too.

Speaker 2:

Time pre-arrival strategy process. Nothing is driving them towards you getting what you want by delivering more than expected. But what if you know? Google owns YouTube, and they have for a long time, and they had a vision years upon years ago that eventually YouTube would be the largest search engine in the world. So I'm sitting there knowing you know, we're living in a video society. My mom's, like 72, loves YouTube, watches videos on Facebook, blah, blah. So it's not just the younger generations, it's everybody. So I say to myself okay, at this moment in time, the call's over right. And again and I've talked to you last time in part two, about getting your head out of the orthodontic clouds, the dental clouds, the whatever clouds you're in. Forget it, Get out of there and get into hospitality.

Speaker 2:

That's why I want to use the restaurant examples and I'm going to use it now. What if you scheduled at a restaurant for the very first time and all of a sudden, on your phone from the YouTube station came a video from the chef introducing himself, talking about the culinary school, taking you through a virtual tour of the kitchen, walking you through the garden where they grow all of their homegrown, purely organic vegetables and herbs and fruits that they use for the various dishes, that they use for their specials, for their desserts? You know what if, in that video, the CEO if it wasn't the chef that owned the restaurant, it was the owner that was on there introducing himself to and telling you thanks for spending your time with us. We look forward to meeting you and your family. And maybe the head floor manager was on there and saying hey, look, my name's Joe. When you walk in, I'm going to be the first to greet you, shake your hand we know you have a lot of choices out there and thanks for dining with us. And whether that was professional.

Speaker 2:

Honestly, this is what I teach all of you is that done and is way better than greatness that sits on the shelf, right? I love the saying is that crap implemented well is better than any great idea ever that sits on the shelf and does nothing, right? So this is something that you could just selfie yourself tomorrow morning and start sending it out to every new patient that ever schedules the rest of your life. Right? Is it going to work as good? No, but it sure as heck. Better than a text message, right? Our text message reminders is a video that does a whole virtual tour around the whole office. It just says your appointments tomorrow goes in the YouTube station, just like the previous one. The previous one is not personalized, it's one and done. But see, what you're doing is you're putting those on your YouTube station. You're coding them right At least that's what we do for our customers and the coding piece is huge because the description, the coding, all that stuff has to be right for Google to look at it and go okay, we're going to boost you up the search rankings and see, by doing this, what's happening.

Speaker 2:

Well, you're delivering, at this moment in time, something that's unexpected, something that they did not see coming, Something that they did not see coming, Something that likely no people, business of any kind, ever has ever done. And that's the mindset I need all of you to be in. You're not in orthodontics. You are not in orthodontics, Like. The only people ever that could think something that remote monitoring was bad is people in orthodontics. There is no consumer on the planet that would ever say no to better clinical results, more personal attention at the convenience of their family schedule. There's none of that that isn't freaking awesome, right? And this is why, in any hospitality business, your service and product is secondary Not that it doesn't have to be, just it doesn't mean that it's not as important to be as awesome as it needs to be it does. That's an ingredient, but it's one ingredient to a huge puzzle.

Speaker 2:

And see, what I just did was give you one little tiny piece of a much bigger thing that we do with digital marketing on the downtime. See, my idea is let's use digital marketing to pump out to the people that have already scheduled with us, to pump out to the people that have already scheduled with us, to pump out to the people that have bought treatment from us, because, as we're getting all of these views and people are going back to video and sending them back to the youtube station and thumbing up and making comments and all this stuff. Google's looking at you going, wow, that's awesome. Right now, let's pump you up over on google. Now some random joe searched in the internet, comes across one of those videos and says, damn, that's cool. I'm going to pick up and call this place and you've backdoored your way in.

Speaker 2:

But you did it by going what is the best experience at this given moment in time? For my perspective, customer right. It wasn't about money, it wasn't about this, it wasn't about that. It was purely saying how can I get what I want by delivering them at this given moment in time, something that's unexpected right, which is again the definition. This is why you have to go black.

Speaker 2:

Company like New Patient Group is these are the things. When you invest in us, that our brains are doing for you. You are going to kick everyone's butt. Sometimes it takes time. You're like, oh my God, I got to be patient. Yes, you got to be patient. That's called business. That's called being an entrepreneur, Right, Right, You've got to be consistent. You've got to be held accountable. All the things that aren't exciting but produce the most exciting results. And see also, too, for complaining about patient compliance. This is where my brain goes.

Speaker 2:

Ok, so you have a team of clinical assistants and we'll just use the Invisalign delivery appointment, and what happens? What's the norm? We'll just use the Invisalign delivery appointment, and what happens? What's the norm? Well, the norm is, you know, they show up, they sit in your waiting room and then you call them back and you say, okay, here's how to put on the aligners, here's how to take off the aligners, here's how to take care of the aligners, and you say your spiel. And you say it every single time, to every single start appointment, over and over and over again, your whole career. Meanwhile, you're lucky if any one person you give that spiel to remembers three percent of what you say, because it's a lot like remember when you go get a car and you get to the finance people. And there's exceptions to this. Engineers would be one, my dad was one when he was alive, but I would not be the exception.

Speaker 2:

I fall into what I'm about to describe, as do most people, where you know the finance guy is telling you things and blah, blah, blah, just like whatever. You want to sign the papers you want to get out. All you can think about is this brand new shiny car you bought. You can't freaking wait to go drive it and figure out all the buttons and all the electronics, the tech. This is what happens for all of you. Yeah, I'm there to get my aligners. They don't hear a freaking word, you say, and they're not experts at that stuff. So what happens? You get compliance problems. And there's a whole host of other things that create the compliance problem too how you have that appointment, your assistants not being trained on sales, hospitality, all the things we teach.

Speaker 2:

I could go on and on and on, but for today's purposes. Now, how does digital marketing fit into that? Right? What do we want? Well, one of the things you should want is to streamline your start appointments right Now. How do we get the start appointments down at least 10 minutes? Our customers, the ones that have implemented this well, are down 10 to 15, right, but the experience is better on top of it.

Speaker 2:

So you say to yourself we live in a video society. Why in the hell am I going to have my assistants repeat the same damn information over and over, and, over and over again forever when people don't even listen right. That's not getting us what we want, nor the customer, the patient. So how do we save them time? How do we actually use this in the TC exam to actually edify what the existing patient experience looks like throughout the treatment journey? As a reason, somebody would may buy from us instead of somebody else, Because I can promise you somebody else is not going to do what I'm describing on the new patient experience or what I'm about to say now, Because our brains again go okay.

Speaker 2:

How about we create a really cool YouTube video around the Invisalign start appointment, right, and demonstrate how to take or put on the aligners and take them off and take care of them and all the things you would have to repeat. So this goes out 72 hours, ish, could be a little bit more. 48 hours, I would say minimum. You know you, you instruct that. You, the parents, could be a little bit more. 48 hours, I would say minimum. You instruct the parents. This is part of your appointment, Joey. That's talked about in the TC room, right? So this goes out to them and now they get to watch a video of what to expect at the start appointment.

Speaker 2:

You put a fake patient, one of your team members. In the chair, you have another clinical assistant an ortho coach, we call that and they're talking back and forth from the camera to the patient. They're demonstrating everything right. They're making people feel comfortable, they're educated, they know what to expect when they come in. And then you have people role play.

Speaker 2:

Mr jones, you watch the video? Yeah, I watched it. Okay, show me how you put on those aligners. Man. Good job, good job. Couple tips here boom. Okay, now take them off. Okay, you did great job. You definitely watched the video. Another tip here Right? So you go into a coach in role play mode.

Speaker 2:

Now, that is how they're going to get something out of it, Right? When's the last time you went somewhere didn't drive, you rode, and you would ever remember how to get there again if you had to hop in the chair and drive. It doesn't happen. You have to at least once to be able to remember how to drive to the fricking place. And it's the same way with this. So again, you're sending hundreds of people to your YouTube station, building it up, increasing your Google rank. At the same time, your compliance goes up, your appointment times go down, the experience and this is again going back to.

Speaker 2:

If you're obsessed with employee and patient experiences and that's where your mind is all the time and your mind is constantly, how can we get what we want at a higher level? How can they get more than they expected via every interaction they have throughout their journey with us, before purchase and after? If that's your culture, that's your mindset, that's how you train your team, and then this is how you need to do your digital marketing right. Of course you've got to do digital marketing as we do to go out and attract people who don't know who the hell you are. Of course, that's a big piece of it, but the biggest piece, the biggest piece and the biggest return, by the way, of anything you could ever do for digital marketing is not pay-per-click, it's not any of that crap. It's what content are you producing that advertises to your customer. It's what content are you producing that advertises to your customer.

Speaker 2:

Do remote monitoring right? What happens to a lot of you? You show up and let's say, you do dental monitoring as an example. What do you do? You give them the whole spiel how to download it, how to do this? No, create a beautiful video out of that After they sign the contract. If it happens to be in your office, hand them an iPad, have them watch it, have them get it done before they leave. Right Again, reiterate these videos are part of your appointment, Mr Jones, Susie, Right, we need you to watch them to get the best experience. We've taken the time to shoot these to save you money. We know you and your family's time is very valuable. It's very important. See, this is true.

Speaker 2:

Digital marketing it's not just how do you attract and shoot noon deer when you've got a thousand frozen in the freezer. You just need to learn how to cook them right. This is you all out there. You've got to have a kick butt culture that obsesses over your employee experience and your patient experience. One, two, you've got to commit to uniquely training your team with experts in sales, hospitality, verbiage, presentation training, psychology training. And you've got to ask yourself the people training them. Are they qualified to train the Ritz Carlton and the Montage in a $500 table for two restaurant? And if the answer is no, why are they training your people? If you claim to be a people first business, that is the difference with us compared to anybody else in this industry and beyond.

Speaker 2:

And then the third one is digital marketing, all with the mindset of how can you deliver more in order to get what you expect or what you want, and it's all about unexpected experiences. Everybody. Digital marketing is one given moment in time to get them to call and schedule, but it's also an ongoing given moment in time right with downtime to get them to. I'm introducing you to to how we are so unique on the digital marketing side. But that finishes up our three-step process two last month, one this month on how you achieve the definition of customer service getting what you want at a higher level from your team. Getting what you want at a higher level from your prospective patients. Getting what you want at a higher level from your prospective patients. Getting what you want at a higher level from your patients in treatment by delivering them more than expected via every interaction that you have with them. Have your mind in that place, everybody. Build a culture around it, Train your team around it, Carry out your digital marketing around it.

Speaker 2:

We hope you become a customer in one of these three areas I talked about, or in all, we appreciate our family members, customers out there of Right Chat and New Patient Group. As always, if you're watching on the YouTube station. Hey there, thumb us up, make some comments, share with your friends and family and everybody else listening on the audio experiences. Thanks so much. Give us that five-star review. It really helps us out and we hope that we can do some amazing video marketing and digital marketing things for you, as well as the coaching stuff. We look forward to talking to everybody soon, seeing everybody soon. Thanks for your support, everybody as we wrap up the three ways to accomplish customer service. Talk to everybody soon. Bye-bye.

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