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Are Your Marketing Dollars Creating a Return on Investment? · Hey Docs!

0:05
Welcome to the Haydocks Podcast with your host Jill Allen. On this episode,
0:10
we are delving into the cutting edge world of integrated dental technology with special guest
0:16
Ali Hyatt from Henry Shine. I tune in as we explore the challenges and
0:20
opportunities of staying connected with patients and ensuring every dollar spent is a step towards
0:27
success. Let's get started by now. We all know I talk to a
0:34
lot of doctors and give advice to practices in every stage of their life cycle.
0:39
And one question my docs ask all the time is who do you recommend
0:43
for marketing to attract more new patients from the internet. My answer easy.
0:48
I have been recommending Mary K. Miller and her team at Kaleidoscope for the
0:53
better part of a decade. Why they are thorough, professional and transparent.
0:57
Kaleidoscope Digital Marketing is who you want to talk to because they understand how to
1:02
market in the orthodonic world, and they offer tools that are affordable and easy
1:07
to use. I'm telling you, if you're looking to step up your digital
1:10
presence, Kaleidoscope should be your first call. Go to contact kl dot com
1:15
to request your free digital marketing consultation. That's contact kl dot com. Allie,
1:23
thank you so much for being on the show. What I would love
1:27
it is if you could tell us a little bit about yourself and your role
1:32
at Henry Shine One. Sure, thanks so much for having me today,
1:36
Jill, really excited to be here. So I am the chief Customer Experience
1:41
and Marketing Officer at Henry Shine One, so that means I'm basically responsible for
1:47
the entire customer experience, how we talk to our customers, how we onboard
1:52
them and get them trained, and how we ensure their success as well.
1:56
So really excited to be in this role. I've been there for about a
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year and a half now, and before coming to Henry Shine One, spent
2:02
a lot of time on the medical side, working closely with hospitals and health
2:07
plans and so have a broad depth of experience across the patient sphere. So
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really excited to be here today. Yeah, that's wonderful and I'm sure that
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they are very happy to have you on this side of the business. So
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one of the things that I wanted to do is start out discussing and this
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is kind of a mouthful, but you know what integrated dental technology means,
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especially for orthodonic practices. Yeah, it's a great question and it's like a
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lot of big words right to like integrated, what does that mean? I
2:39
just want to see my patients. So what I would say it means from
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the orthodontis perspective is just making it super easy and seamless for you to be
2:49
able to focus on patients. So we like to talk about what we do
2:53
at Henry Shine One as we empower dentists to focus on patient care ensuring practice
2:59
success. So the practice success right is just in the background because we know
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the orthodontist wants to talk to the parents, talk to the child, the
3:07
patient, to talk about, you know, what's really important to them.
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This is a major right treatment that they're going through as being part of being
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a patient. And so for us, it just means when the orthodoptist is
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in the practice management software that it's super easy for them to go look at
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a chart, then check you know, eligibility for the patient overall, to
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be able to have the front office staff schedule the next appointment and have it
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all be one right, so they're not opening up different screens and having to
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check different things. It's just exactly what they want to be able to do
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at any time is all in the same place, and so they don't have
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to think about it. They don't have to think about, you know,
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making a bunch of clicks. And this also just means there's less room for
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error, right because they're used to it. It's that seamless workflow, and
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I think in general, that's what any doctor is interested in. You know,
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they don't sit there writing a bunch of notes. They want to just
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make it seamless so they can talk to the patient. Yeah. Oh,
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I completely agree with you. And I think we've definitely seen this in our
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industry as companies have started to compile everything into one area where we don't have
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to go out and go to five or six or seven different sites to get
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all of our information in our data. So I love that, you know,
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and of course, you know, Henry Scheine has been in our industry
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for a long time now, but I don't know that everybody knows, you
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know, just kind of how all of these parts have been brought together.
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You know, I think a lot about it in regard to just kind of
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some of those metrics that I think practices really need to be thinking about and
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evaluating, especially when they are diving in and all of us have to have
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that kind of marketing vein of we're out there, you know, doing whatever
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we're doing with marketing. Can you talk a little bit about that and what
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you guys are advising practice that are working with you in regard to that.
5:01
Sure, yeah, absolutely so, I think you know, it really comes
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down to some simple metrics overall. So for us, you know, what
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the orthodontis and the practice should be thinking about is is your website getting clicks?
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You know, like are people actually coming to it? Are you getting
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emails or form fills from Perspective customers? So having a form you know,
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just be right up front on the front page of the website is really important.
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Are you getting phone calls you know from Perspective customers? You know,
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these are really simple things like people coming to the website, filling out those
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forms and calling your practice. And then it's important to look at, you
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know, how is that interest from Perspective patients changing over time overall? So
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have you added new patients? How are you adding those new patients right?
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Are you getting them from referrals? Are getting them from Google reviews? Those
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types of things are really important to just know and listen. Of course,
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the practice has a lot of different things to focus on, and so getting
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it down to those couple of simple metrics are really key. We work with
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a lot of practices on just you know, how do you optimize your website?
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And again that means things as simple as is it really easy to find
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the phone number? You know on the front page? Is it easy to
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fill out a form? And we all know this right from any any small
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business that we interact with, is if you can't find that right away,
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then it's like, you know, they've lost you. And so just thinking
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about those simple things is what makes a lot of sense. And so we
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work with doctors on you know, the creation of those websites, social media
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advertising, optimizing their reviews, and then just finding ways to make it super
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simple for them to get those calls in and be able to track them as
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well. Right so, you know, do a lot of patients call during
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off hours? Is there a way that you can online schedule? You know,
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that can be a really important thing we have. We offer online scheduling
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and a lot of people you know, you think of these are all consumers,
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they're used to Amazon and everything that's out out there. They want to
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be able to really simply do that, and so making it easy for the
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patient, the parent right to be able to come in when it makes the
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most sense for them, meet them where they are. It's something we used
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to always say in the medical side. You just always want to meet the
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patient where they are, and so making those opportunities to meet them is important.
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One of the things that we are really seeing is that communication modalities have
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changed significantly over the last I'll say, you know, for sure ten years.
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Some practices can really fall into a trap of not keeping up with the
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way patients want to be communicated with. They can kind of get, you
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know, almost thinking, you know, to the sense of, well,
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this is the way we do it, so therefore the patient should do it
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this way. And I'm curious if you can maybe speak to maybe some of
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the pitfalls that you've seen, things that you are seeing in regard to with
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the data that you have and what you guys are seeing with how patients are
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interacting through your websites and whatnot, what that kind of looks like. Yeah,
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it's a great question overall. And again, like I think it's something
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like you and I probably think about every day, Like you know, you
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go to do something online and it's like, oh, I you know,
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they didn't make it easy for me to do this. What is it that
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could make it much easier? And so some of the things we've seen,
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I guess both successful. And then you know what some doctors could be doing
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better is it's important to offer them something right away. So a lot of
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orthodontists do something like a free virtual consultation. You know, it's something that
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can just fit into the lifestyle of the perspective patient or family. Just making
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it hard to take action. You know, I talked about this a little
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bit today, But if there isn't an obvious call to action on the homepage,
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like what should you do? Like it is the next step to call?
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Should you fill out a form? What should you do? Just making
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it really simple for them to know what to do. We all know,
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like everyone's busy, right and so not being available to off hours. So
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a lot of practices use live chat, right, so that there's that technology
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available for the perspective family to be able to contact them during it. And
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then also I mean I think the key thing is not utilizing automated or instantaneous
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digital options like emails and texts. We're all used to that. Actually just
9:20
filled out the form for my new dentists that I'm going to next week.
9:24
Right where you want to be able to they asked you to confirm an appointment.
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You want to know that they got it right. You get the confirmation
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of that when you schedule an appointment. You may schedule it via phone,
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but then you get that text or email confirmation because we all know it's hard
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to remember everything that's going on. And then having that tie in right to
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the calendar as well, so you can easily put it on your calendar.
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So again just simple things that you know, orthodontics right is no difference than
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any other small business, and that we just want to make it really easy
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for the patients to come see us and come back. And I think in
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particular right with orthodontics practice, like they're coming back on a regular basis,
10:01
right, so it's especially important to have those really simple ways to remind them
10:07
of what's coming up. You know, make it really easy if say,
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you know, the kid has a sports practice and needs to reschedule it,
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making that really simple and giving them multiple ways to do that I think that's
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such a good point. Many many times we're like the last to the party
10:24
with keeping up with the technology. Even though we're so advanced on so many
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levels, many many times we're still kind of stuck in the past though.
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And well, patients just naturally want to call our office. No, they
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don't necessarily want to call your office. They want to make making that appointment,
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making that interaction with you fit whatever their lifestyle is. And you know,
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and I think it has a lot to do even with the demographic age
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of the patient and how they are comfortable. You know, we know there's
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a lot of studies that you know that say, you know, millennials and
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Gen zs right now, they don't want to talk to you on the phone.
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They felt very comfortable you know, reaching out through email or you know,
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through a chatbot or whatnot, Which kind of leads me into thinking a
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little bit about marketing. When we've got docs that are okay, they've got
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their website set up right, they're prepared to communicate and move forward with patients
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in whichever manner they're going to be doing that. But as they are thinking
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about that in correlation with their marketing and their marketing dollars and converting these patients.
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I always call it that, you know, that contact to contract kind
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of avenue right there? Do you have some key indicators or some things that
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we should be aware of when docs are thinking about spending that money and then
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actually being able to verify that they're converting those patients, you know, those
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warm leads, Especially if you're a young doctor starting out too. It's like,
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hey, I went to learn all the clinical stuff in dental school.
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You know, I don't know how to run a business or market you know,
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my practice. We have a product called Jarvis Analytics. A lot of
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doctors out there use it, and it gives you really simple key indicators into
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how is your business doing? And what we try to do actually is provide
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those benchmarks, right so you know, if you're a doctor, you know
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you're running the practice like how am I doing compared to other practices of my
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size? And I think the simple things to look at are how full am
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I? Right? Do I have capacity in the schedule? Because importantly,
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right if you're really full, obviously it's important to look at Okay, do
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I need to hire more? How do I retain my staff? If you're
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not, then it's important to look at, well, how could I bring
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in those new patients? Is it through online scheduling, through something else?
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So I think relates to that new patients, right, how many new patients
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did you bring in this month versus last month? Is that growing? Where
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are those patients coming from? You know, you can easily look at our
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most of them coming in through Google? Are they coming in through referrals?
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You know, which obviously can be super important in the area of orthodontics.
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And so just understanding where you're at and then focusing on what's working. No
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one has to go do everything, and you don't have to do a lot
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of everything. You need to know what's working, focus on it. And
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of course there comes a point in time right where one, you know,
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Google reviews may not be working as well, and so you need to go
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more to social media. So being able to kind of test that out and
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try it and then look back at those monthly metrics I think is really important.
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But we do make it easy as well, right, we know that
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no one needs to go set up their own reports and all that. We
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want it, you know, you to be able to do it straight from
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the software, which goes back to that integrated technology that you were talking about,
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where we've got all of our pieces working together in one area so that
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you can really get a good focus for what's happening exactly. So as we've
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been talking through here, I'm kind of curious to know what your thoughts are,
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you know, whether it's a startup doctor, maybe a younger doctor getting
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in, you know, maybe some advice on how they get into or start
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to manage this integrated technology, some things that they should be thinking about.
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It's a really great question, and one I could see is, yeah,
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so overwhelming honestly, whether you're you're new to it and you're just starting out,
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or even you know, if you've been practicing for a while, right
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and there's all this new technology like right, like AI, you know that's
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becoming big and dental, what do you do with that? I think the
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most important thing is to start off by thinking about your goals. So is
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your biggest goal to grow your practice? Is it to increase case acceptance overall?
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Is it to have a great work life balance? Right, there's lots
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of things that drive people, you know, is it really great patient satisfaction?
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That's what matters to you, And so everything should start there. I
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mean this is true of anything, but everything should start there. What's your
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goal because you're going to go in pretty different directions based on what that is.
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If you're thinking about for the long term, I really want to grow
15:00
my practice. I want it to be really state of the art and innovative.
15:03
Right, You're going to want to look at like how do I set
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up you know, things like billing via text and email? You know,
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should I look at AI for my practice that you know that's something that's really
15:13
growing in dental Do I want to set up from the beginning all the point
15:18
reminders or things like that, or you know, am I thinking more about
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I'm nearing retirement and what I want to do is like I love focusing on
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my patients, so I want to be able to spend more time with them.
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Thinking about that, to me is the most important thing. I think.
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The things to think about that are so important. Related to that is
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it's the whole practice, right, So maybe the doctor running it, but
15:43
you really want your staff to be happy. I think lots of doctors know
15:46
this. This is important and so ensuring that everyone has the right training,
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we provide really easy ways for the whole staff to get trained based on their
15:54
role, because oftentimes you bring in any new software, there's of course some
16:00
hesitancy. I like, I've I've heard some dental practice to talk about it
16:04
as like the stages of grief in a way. You know, first it's
16:07
like, no, don't make me change what I'm doing now. And then
16:11
they're like, okay, I'll just try it out. Oh it's a little
16:14
bit better. And then a few weeks into it, they're like, oh,
16:17
wow, like this really saved me time, Like I didn't have to
16:19
fill out all this or do this to try to figure out, you know,
16:22
how insurance is going to you know, cover this patient, and so
16:26
thinking about it like that that it's the whole office. How do you think
16:30
about their own happiness and ensure that they're really trained and prepared and everything is
16:34
incredibly important. That is so true. Usually it's you know, people kicking
16:38
and screaming, I don't want to do this, you know too want to
16:44
you know. Usually you know, about six months in, you know,
16:45
when people can completely look back, they're like, oh my gosh, why
16:48
didn't I do this sooner? And I think that's the thing too, is
16:52
I feel like a lot of times team members think that bringing in third party
16:56
companies or bringing in new technology means that we're trying to take away from their
17:02
position. What I hope you here and Docs, this is what you should
17:06
be telling your team members too, is we're doing this to help you be
17:10
better at your job. Like imagine taking off the things that fill up like
17:15
they're busy work, things that have to happen, but they don't really enhance
17:19
a patient experience, or they don't really when you're taken off of being able
17:23
to really communicate with the patient in front of you, or really be able
17:27
to connect with somebody, and so you know, really all of these different
17:32
things, this integrated technology is really there to make your life easier so that
17:37
you can focus on the really great things about your job. Yeah, exactly,
17:42
No, I think you nailed it there. It's funny because the thing
17:45
that comes to mind for me for that is like talk about reducing insurance headaches
17:48
right for the office. I mean, is there anyone at the office who
17:52
wants to sit on the phone with an insurance company, you know, all
17:55
day like waiting on hold, you know, trying to get the right information.
17:59
So if the side software can make that part easier. Just make it,
18:02
you know, simple, you automatically know what the patient is eligible for.
18:07
Like that just takes this huge load off, and again you can focus
18:10
on other things, bringing in new patients, you know, ensuring the staff
18:15
is trained on on new technologies, which can then help that practice achieve its
18:19
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because every Smile deserves a Suite of excellence. As we finish up,
20:25
one of the things that I want you to highlight on for us is I'm
20:30
wondering if you can kind of talk about what is Henry Shine one and you
20:33
know you're talking a lot about website and marketing and all these different things.
20:37
Can you kind of just sum that up for us as we kind of finish
20:41
up here. Sure? Yeah, I think we love to talk about it,
20:44
just as like all things dental software, right, whether you want to
20:48
increase your number of patients, boost case acceptance, be able to focus on
20:53
clinical care. That that's really what we like to do. I talked about
20:57
at the beginning. You know, it's about powering the dentists to focus on
21:00
patient care. We love that we talk about ourselves as the care catalyst,
21:06
right you the doctor or the one that is delivering the care. You know,
21:10
the staff is helping the practice to do that. We're just in the
21:14
background, you know, We're just trying to help you make it happen and
21:18
make it so that you don't have to spend time focusing on on all the
21:22
other areas. I think about my my uncle as a periodontist and my aunt,
21:26
you know, manage the practice overall, and it's like, you know,
21:30
I can picture kind of growing up right seeing the all the headaches behind,
21:34
you know, just the silly things right like oh you know this hygenics
21:38
couldn't come in today? Right? Okay? Do we have to reschedule all
21:42
these appointments, right, Like, there's things like that every day, and
21:47
so if you have the software that can make it easier so that you don't
21:49
have to spend time stress thinking about all that, that's what it's about.
21:56
It's about that that empowerment and catalyzing them to just focus on the care.
22:00
So, if someone wants to get a hold of you or learn more about
22:04
Henry Shine one, how should they do that? What's the best way?
22:07
Yeah, I mean definitely, So just call us at one eight hundred three
22:11
three six eight seven four nine, visit our website which is www dot henryshine
22:18
one dot com. And they're basically based on the solution you're looking for,
22:22
you know, whether you're looking for patient marketing, whether you're looking for new
22:27
practice management software. You want to learn about AI, you'll hear and learn
22:32
a lot about, you know, how others use it. We've got a
22:36
great conference coming up, a Thrive Live conference in Las Vegas in a month.
22:41
It's just a great way for practices to learn from others, talk to
22:44
their peers. We are always happy to connect you you know, to someone
22:48
else and hear how they're doing it. Because honestly, we learn from all
22:52
the practices. Every day. Every day you find out about someone doing something
22:56
different that you may not have thought of. And then all we want to
22:59
do, honestly is with those thousands of practices, just connect them to each
23:03
other so that they can learn from others who've come before them. You don't
23:06
have to do it all from scratch yourself. So Ali, as we finish
23:10
up paydocks here, one of the things that I like to do is finish
23:14
us up with the speed round. So are you ready for the speed round
23:18
challenge? I am always ready for the speed round? Yeah, let's go.
23:22
All right, here we go? Coffee or tea? Oh, coffee
23:26
all the way, and if possible, yeah, if possible, a latte
23:30
overall. I look forward to my homemade latte or getting it somewhere every day.
23:36
But yeah, I just I can't. I mean, I appreciate a
23:37
good tea drinker, but yeah, I need the coffee. I'm right there
23:41
with you as I am still drinking. I think I'm on my second pot
23:44
today. All right. How about a favorite book? Yeah, A couple
23:48
different ones, so kind of growing up. I always love the color purple.
23:52
I like to really like deep deep dark drama. I recently read Indra
23:56
Nui, who's was the chairman chairwoman of PepsiCo, My Life in Full,
24:02
which is just a really good business book. If you're, you know,
24:06
doctors starting out you want to think about kind of growing your practice. It's
24:10
a really good memoir of her experience. Oh that's great. I'm always looking
24:14
for new books, so thank you for that. What's your favorite outdoor activity?
24:18
Running? All the way? Running is like the time where I kind
24:22
of don't use technology right and just kind of focus on what's going on around
24:26
me. I have a lot of trails outside. It's actually snowed in April,
24:30
you know, of course in the Northeast, but in general. Yeah,
24:34
and I just love to get my mind off of things out in the
24:37
outdoors. That's wonderful. And then if you could be remembered for one thing,
24:41
what would that be? I honestly just focus on people, you know,
24:47
like I love you know. I talked about empowering a lot, but
24:49
I love the idea of empowering people to be the best they can be and
24:53
focus on their unique straints. And so that's what I would say there,
24:57
Ah perfect. And then as we we finish up best piece of advice you've
25:02
ever had. Perception is reality. It's one of those like learned it early
25:07
on in the workplace. You know where I was. I was working hard
25:11
and you know, not totally getting the credit for it, and a manager
25:15
said to me, perception is reality. All that matters is the impact that
25:19
you make. And I have taken that with me since it helps me prioritize
25:25
anything that I do. And I think it's just a good, great lesson.
25:27
Great. That is so good, so good. Well again, Ellie,
25:32
thank you so much for being on Haydocks with me, and I look
25:36
forward to the next time. Thank you, Thanks so much, Jill appreciate
25:38
it. Thank you. Are you ready to start a practice of your own,
25:42
need a new fresh set of eyes or some advice on your existing practice.
25:47
If so, reach out to me Jill Allen at www dot practice results
25:52
dot com. If you like what we're doing here on Haydocks and want to
25:56
hear more of this awesome content, be sure and give us step five star
26:00
rating on your preferred listening platform and subscribe to our show so you never miss
26:04
an episode. Remember, new episodes drop every Thursday. See you next week.