Latest / Hey Docs! / Building Trust in a Digital Age: Tips for Orthodontists with Gal Borenstein

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Building Trust in a Digital Age: Tips for Orthodontists with Gal Borenstein · Hey Docs!

• 0:05
  Speaker 1: Welcome to the Haydocks Podcast with your host Jill Allen.
• 0:09
  Speaker 1: Today I am joined by Gall Bornstein, founder of the
• 0:12
  Speaker 1: Bornstein Group and author Don't Believe the Hype. Gall works
• 0:16
  Speaker 1: with healthcare organizations to help them build their brand and
• 0:19
  Speaker 1: patient trust in an increasingly digital world where patient perception
• 0:24
  Speaker 1: often begins long before the first appointment. In today's environment,
• 0:28
  Speaker 1: a practice's online presence can either reinforce confidence or quietly
• 0:33
  Speaker 1: undermine it. In this episode, we're talking about what digital
• 0:36
  Speaker 1: trust really means, how it's evolving, and what orthodonic practices
• 0:40
  Speaker 1: can do to strengthen it. So let's get started, and
• 0:44
  Speaker 1: now a word from the sponsors who make this podcast possible.
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  Speaker 1: Grayfinch dot com, forward slash Jill Allen gl I am
• 2:21
  Speaker 1: so excited to have you on Haydocks. Thanks for being
• 2:24
  Speaker 1: here today, Thanks for having me so for us to
• 2:27
  Speaker 1: get started here in Haydocks. One of the things that
• 2:30
  Speaker 1: I really like to do when I have new guests
• 2:32
  Speaker 1: on is to have them just share a little bit
• 2:34
  Speaker 1: about themselves, a little bit about their background, and I
• 2:37
  Speaker 1: really want to know what led you into what you
• 2:41
  Speaker 1: are doing now, and especially what we're going to be
• 2:43
  Speaker 1: talking about today.
• 2:45
  Speaker 3: Sure, I've founded and ran I'm still running and advertising,
• 2:49
  Speaker 3: branding and public correlations agency. And every year in the
• 2:54
  Speaker 3: past thirty years, when you build a brand, you have
• 2:58
  Speaker 3: to think about what would make get trustworthy as well
• 3:03
  Speaker 3: as what people think about advertising, which is, you know,
• 3:06
  Speaker 3: how do you kind of make it stand out and
• 3:09
  Speaker 3: get differentiated? And along those lines, trust has changed dramatically
• 3:15
  Speaker 3: in terms of its value and how you monetize it
• 3:18
  Speaker 3: in your industry and in any kind of sector where
• 3:23
  Speaker 3: you're trying to really do something that is extraordinary, which
• 3:27
  Speaker 3: is what advertising and branding is about. Like Jeff Bezos
• 3:31
  Speaker 3: says that I quote really often about what is branding?
• 3:34
  Speaker 3: He said, it's what people say about you when you're
• 3:37
  Speaker 3: not in a room. So if you think about that
• 3:40
  Speaker 3: as a kind of a form of what doctors and
• 3:44
  Speaker 3: physicians and orthodontists have to deal with is it's about
• 3:49
  Speaker 3: what people say about you when you're not in a room.
• 3:51
  Speaker 3: And what I learned over the past thirty years and
• 3:55
  Speaker 3: doing it now, the trust has changed, and where changed
• 3:59
  Speaker 3: dramatically is in the form of social proof and in
• 4:04
  Speaker 3: the source of where do you decide, where do you
• 4:08
  Speaker 3: go and how do you keep your patience for that matter,
• 4:12
  Speaker 3: which could be applied to also the business community in general.
• 4:16
  Speaker 3: Simply put, before COVID, people had an opportunity to really
• 4:20
  Speaker 3: meet their counterpart and really kind of have a conversation.
• 4:25
  Speaker 3: There's a smile when you go into the office, there's
• 4:28
  Speaker 3: hopefully a smiling reception. They have your documents ready, and
• 4:33
  Speaker 3: for example, they don't give you like six pages to
• 4:36
  Speaker 3: fill out. It already in the system. Right for me,
• 4:41
  Speaker 3: that's all the annoying stuff that makes me kind of
• 4:44
  Speaker 3: not go back to someone. But what changed dramatically is
• 4:48
  Speaker 3: that that kind of customer experience that we all kind
• 4:51
  Speaker 3: of try to live in has changed dramatically when COVID happened.
• 4:57
  Speaker 3: And suddenly there was a period of time where you
• 5:00
  Speaker 3: wouldn't go to an orthodontist or a dentist or any
• 5:03
  Speaker 3: alley profession and when you decided to pick one, it
• 5:08
  Speaker 3: suddenly was picking a new dentist because some dentists were close.
• 5:13
  Speaker 3: So where did you go in that environment And the
• 5:16
  Speaker 3: answer was people went online. And that's kind of where
• 5:21
  Speaker 3: I saw the change in multiple industries where digital trust
• 5:26
  Speaker 3: has become more important than what you actually do in
• 5:30
  Speaker 3: the office. Once you put somebody in the chair. It's
• 5:33
  Speaker 3: not the same anymore. And I see multiple companies in
• 5:38
  Speaker 3: multiple industries where they really have not organized themselves to
• 5:43
  Speaker 3: that new digital world that is driven now also by AI,
• 5:49
  Speaker 3: by competitors that are doing things that are shady. And
• 5:54
  Speaker 3: if you think about reviews, if you think about fake reviews,
• 5:58
  Speaker 3: if you think about what do you show on your
• 6:00
  Speaker 3: upside and what's the new customer experience that you need
• 6:03
  Speaker 3: to design or redesign, that's really how you monitorze trust today.
• 6:08
  Speaker 3: And those who don't are going to go out of
• 6:10
  Speaker 3: business or get acquired by somebody smarter than actually does
• 6:15
  Speaker 3: that for a living.
• 6:16
  Speaker 4: Yeah.
• 6:17
  Speaker 1: Absolutely, and I think you're so right on track with this,
• 6:19
  Speaker 1: and definitely as I helped practices navigate their way through
• 6:24
  Speaker 1: COVID and even the last six years of just the
• 6:28
  Speaker 1: change that we've seen in how patients interact in and
• 6:31
  Speaker 1: with our practices I've been doing in our industry over
• 6:34
  Speaker 1: thirty years now.
• 6:36
  Speaker 2: And it is crazy.
• 6:37
  Speaker 1: I mean I can remember the day where we were
• 6:40
  Speaker 1: interacting with our patients through that first line of trust.
• 6:43
  Speaker 1: Was how big was our ad in the Yellow Pages
• 6:46
  Speaker 1: or were we able to get out and have a
• 6:49
  Speaker 1: mailer that got into their mailbox, or a dentist that
• 6:53
  Speaker 1: referred a patient over to our orthodonic practice and that
• 6:56
  Speaker 1: solid handoff of professional to professional. Now, as you and
• 7:01
  Speaker 1: I both know when practices are looking at that social
• 7:05
  Speaker 1: proofing and what does that mean to me in my practice?
• 7:08
  Speaker 1: We've got all of these different avenues from our Google
• 7:12
  Speaker 1: business page and the review platform that comes along with that,
• 7:16
  Speaker 1: to our websites and how well they're built and nowadays
• 7:21
  Speaker 1: the new hot, shiny new penny is you know, is
• 7:23
  Speaker 1: it AI optimized and all of these different things that
• 7:27
  Speaker 1: I think for doctors it's hard to keep up with,
• 7:31
  Speaker 1: but for consumers, this is their first impression and they
• 7:36
  Speaker 1: are putting a lot of and I love what you
• 7:38
  Speaker 1: said trust in our digital footprint, in our digital presence,
• 7:44
  Speaker 1: And so I'm wondering if you can I know, you
• 7:47
  Speaker 1: kind of gave us a high level on that intro,
• 7:49
  Speaker 1: which was great, but if you can talk to us
• 7:51
  Speaker 1: a little bit about what you see as the importance
• 7:55
  Speaker 1: of really what does digital trust mean for practice and
• 8:00
  Speaker 1: what should they be paying attention to when they're looking
• 8:04
  Speaker 1: at I mean, I know none of us know the future.
• 8:06
  Speaker 1: We don't none of us have this crystal ball but
• 8:08
  Speaker 1: the impact that it's going to play even in the
• 8:11
  Speaker 1: next five years on shoring that up and I love
• 8:15
  Speaker 1: what you said, or you're going to get left behind
• 8:17
  Speaker 1: is really I think what it's going to come down to.
• 8:19
  Speaker 3: Yeah, just as a kind of ear moment is I
• 8:23
  Speaker 3: always talk to people about how marketing and dentistry actually
• 8:28
  Speaker 3: relate to each other. And the metaphor you used was,
• 8:32
  Speaker 3: I don't care if you're happy or sad. You have
• 8:35
  Speaker 3: to go to the dentist or to Dunas twice a year, right,
• 8:38
  Speaker 3: which is the model of in marketing, which is if
• 8:41
  Speaker 3: your business is down, you need marketing. If you are growing,
• 8:46
  Speaker 3: you need marketing. But putting that aside, what people need
• 8:50
  Speaker 3: to kind of reimagine and reimagine what the customer experiences
• 8:55
  Speaker 3: and now call it the prospect experience. With your existing patients,
• 9:00
  Speaker 3: you probably develop what you call a human centric relationship
• 9:05
  Speaker 3: where you know something about them and you were able
• 9:09
  Speaker 3: to kind of create some rapport and it's really don't
• 9:12
  Speaker 3: screw it up more than it is making it better
• 9:16
  Speaker 3: with existing patients. It's very different when you go out
• 9:22
  Speaker 3: to the wild West, if you will, which is Google
• 9:26
  Speaker 3: and now every AI engine where all the SEO is
• 9:31
  Speaker 3: being integrated, and it really started with the fact that
• 9:35
  Speaker 3: people are looking at Google reviews and other review sites
• 9:39
  Speaker 3: to get a sense whether this is a real choice,
• 9:43
  Speaker 3: whether it's a trusted choice, whether other people make choices
• 9:48
  Speaker 3: that are against what it says. And typically there's a
• 9:51
  Speaker 3: disgruntled person that puts something on Yelp where some people
• 9:55
  Speaker 3: believe it and some people say, well, there's always a
• 9:58
  Speaker 3: clown or a crazy person in the craft.
• 10:01
  Speaker 4: Right, there's always one.
• 10:04
  Speaker 3: At least one at least one. But what I found,
• 10:08
  Speaker 3: especially in the past two years as I was researching
• 10:10
  Speaker 3: for my vote, Don't Believe to Hide, was that businesses
• 10:15
  Speaker 3: don't pay attention to the fact that we have a
• 10:18
  Speaker 3: narrative on the inside, which is kind of what we're
• 10:21
  Speaker 3: good at, what we're offering, and then we created differentiation,
• 10:25
  Speaker 3: but we don't own the narrative anymore. Chances are that
• 10:30
  Speaker 3: the decision heder to go to your office or not
• 10:34
  Speaker 3: is going to be dependent on what they saw as
• 10:38
  Speaker 3: social proof points about your business. And think about it
• 10:44
  Speaker 3: starting by reading reviews and then going through the process
• 10:49
  Speaker 3: of going to the website, and just from personal experience
• 10:54
  Speaker 3: having some offices where you're trying to schedule an appointment,
• 10:58
  Speaker 3: and then in the kind of monetization of trust in
• 11:02
  Speaker 3: the mind of the proprietors, you get the opposite, which
• 11:06
  Speaker 3: is in stead of an appointment, and then you get
• 11:09
  Speaker 3: six confirmations in six different ways phone calls, emails, text
• 11:15
  Speaker 3: two hours before and other text, which I'm sure is
• 11:19
  Speaker 3: a business practice to make sure that you're kind of
• 11:22
  Speaker 3: setting up your professional time accordingly. But if you basically
• 11:28
  Speaker 3: get a person to be annoyed, you're not going to
• 11:31
  Speaker 3: get them at the door. And even if you set
• 11:34
  Speaker 3: up the appointment, you're already coming in an attitude that
• 11:38
  Speaker 3: is human centric, because we all have emotions. Another example
• 11:43
  Speaker 3: is visiting a website of somebody who has a picture
• 11:47
  Speaker 3: from nineteen sixty seven and expecting a gen z to
• 11:52
  Speaker 3: look at it and say, well, that might be I
• 11:54
  Speaker 3: dentist that I want to visit. These are all kind
• 11:57
  Speaker 3: of visual cues. But what happens is now we're in
• 12:01
  Speaker 3: a world where all these decisions are being made without
• 12:05
  Speaker 3: us controlling the narratives. The narrative is being controlled by
• 12:09
  Speaker 3: social media. And in that world, I can tell you
• 12:13
  Speaker 3: that there's so much fraud that you need to pay
• 12:15
  Speaker 3: attention to and do social listening. If you're a professional
• 12:20
  Speaker 3: and you're trying to kind of grow your practice. For example,
• 12:25
  Speaker 3: people are being told physicians and doctors and partitioners are
• 12:31
  Speaker 3: being told that it's great to have a lot of
• 12:33
  Speaker 3: reviews on Google. But when you create reviews by giving
• 12:37
  Speaker 3: them a card, for example, and scan the q rcub
• 12:41
  Speaker 3: and suddenly a practice that should be a family practice
• 12:45
  Speaker 3: that thees maybe hundreds of people, has fifteen hundred stars
• 12:50
  Speaker 3: and all five stars and achieves the opposite. You look
• 12:54
  Speaker 3: at it and you say, I'm not sure that the
• 12:57
  Speaker 3: Google reviews even real. That takes away from the authenticity
• 13:02
  Speaker 3: that you're trying to create with your audience. So the
• 13:06
  Speaker 3: answer to I need to get as many Google reviews
• 13:09
  Speaker 3: as I can in order to grow my practice, that's
• 13:12
  Speaker 3: not the answer. The answer is we're looking for quality,
• 13:16
  Speaker 3: not quantity.
• 13:18
  Speaker 4: Yes.
• 13:18
  Speaker 3: And then conversely, when you see bad reviews about your practice,
• 13:24
  Speaker 3: you need to be on top of the game and
• 13:26
  Speaker 3: make sure that you have a way to really communicate
• 13:30
  Speaker 3: with your audience and do respond and say today was
• 13:35
  Speaker 3: a bad day or whatever the situation was, we're understaffed,
• 13:40
  Speaker 3: and we apologize for it. Be authentic and respond to
• 13:45
  Speaker 3: reviews that are true. Obviously. The next part of it
• 13:50
  Speaker 3: is it's a wild West out there, and in the
• 13:53
  Speaker 3: wild West, you would think that everybody follows ethics, but
• 13:58
  Speaker 3: some don't because they want to go the practice a
• 14:00
  Speaker 3: lot faster. So if you just go on Google reviews
• 14:05
  Speaker 3: and you see something kind of odd or a period
• 14:08
  Speaker 3: where all your reviews are negative one after the other,
• 14:13
  Speaker 3: don't be surprised if it's a company that was hired
• 14:16
  Speaker 3: as social media review generation to basically bash your practice
• 14:21
  Speaker 3: so that the competition gets a leg up, if you will,
• 14:25
  Speaker 3: in that prioritization of who's first and who second. I
• 14:28
  Speaker 3: know you're shaking your head, and I'm sure all of
• 14:31
  Speaker 3: us are shaking our hands internally, but this is a
• 14:34
  Speaker 3: real thing. And now a lot of these companies are
• 14:38
  Speaker 3: actually offshore in the Philippines in India, and they're given
• 14:43
  Speaker 3: quotas of how well and how many of those reviews
• 14:47
  Speaker 3: got accepted on trust pilot on other sides, like kiel
• 14:52
  Speaker 3: and you would think that social media has a way
• 14:54
  Speaker 3: to regulate it, and it doesn't number one, the original regulation,
• 14:58
  Speaker 3: just the way Facebook doesn't have a regul relation for
• 15:00
  Speaker 3: free speech. And you see some really uh, you know,
• 15:04
  Speaker 3: bad things that shouldn't be seen, whether you're kids or
• 15:08
  Speaker 3: your family or for that matter, just radicalize you to
• 15:11
  Speaker 3: a point where it makes no sense. And what we
• 15:15
  Speaker 3: see is that competition exists, and you kind of sometimes
• 15:21
  Speaker 3: story ahead and say, you know, what can I do?
• 15:23
  Speaker 3: There's a lot of negative reviews. The answer to that
• 15:26
  Speaker 3: is to come up with original ways of telling your
• 15:29
  Speaker 3: story and your narrative, and then make sure that there
• 15:32
  Speaker 3: is continuity of what you'res telling about yourself on Google
• 15:37
  Speaker 3: and search engines that are not connected to AI enabled
• 15:42
  Speaker 3: questions and answers, which is really the model. Think about
• 15:45
  Speaker 3: Google's I always call Google my librarian, you know, I'll
• 15:49
  Speaker 3: ask a question and it brings a book to me,
• 15:52
  Speaker 3: and sometimes the layer's book is number one, which is great.
• 15:56
  Speaker 3: But now Google has an AI agent and it based
• 16:00
  Speaker 3: on questions and answers. How long do I wait when
• 16:04
  Speaker 3: I go to this dentist, for example, you have an
• 16:07
  Speaker 3: opportunity to build a script and to build a narrative
• 16:11
  Speaker 3: whereby the information really is focused on how you want
• 16:15
  Speaker 3: to tell your story. Going back to authenticity, what is
• 16:19
  Speaker 3: our purpose in our practice? Very often people copy somebody
• 16:25
  Speaker 3: else's practice points and use the same exact values, whether
• 16:30
  Speaker 3: it's innovation, you know, thinking about the next generation of
• 16:34
  Speaker 3: technology that we use. And there's nothing wrong with that fundamentally,
• 16:38
  Speaker 3: because that's how you make a living. You provide premium
• 16:42
  Speaker 3: services and that costs more to provide it and then
• 16:46
  Speaker 3: for patients to have it. But if you're not able
• 16:48
  Speaker 3: to have an origin story, something that really kind of
• 16:52
  Speaker 3: focuses on where you come from as a person and
• 16:56
  Speaker 3: kind of integrate that into a story, chances are that
• 16:59
  Speaker 3: you're be looking at the perception of being a franchise.
• 17:04
  Speaker 3: A franchise is one of the best trends in terms
• 17:07
  Speaker 3: of business in the practice industry, but at the same time,
• 17:11
  Speaker 3: in a world where you have so many franchises and
• 17:15
  Speaker 3: so many dentist operations that have twenty locations. Your instinct,
• 17:21
  Speaker 3: if you're a person that is really reviewing a new relationship,
• 17:26
  Speaker 3: think about it as dating. Well, you swipe left or
• 17:30
  Speaker 3: you spike right. Okay, whatever you see in that snapshot,
• 17:35
  Speaker 3: that's the two seconds that it takes to spipe left
• 17:38
  Speaker 3: the stripe raight. So you have to romance your new patients.
• 17:43
  Speaker 3: You have to get to a point where there is
• 17:45
  Speaker 3: a date and after the date, you either had a
• 17:49
  Speaker 3: bad experience or a good experience, and think about it
• 17:51
  Speaker 3: as the first dinner that you go out. And if
• 17:55
  Speaker 3: you don't really kind of think about it that way,
• 17:57
  Speaker 3: and you think about we need to kind of fill
• 18:00
  Speaker 3: cavities today or whatever we need to do, that's not
• 18:04
  Speaker 3: going away. And that's the kind of what you call
• 18:07
  Speaker 3: the healing part of the brand. But now the brand
• 18:11
  Speaker 3: has to operate outside your office and all these digital
• 18:15
  Speaker 3: signs that I talked about and many others, especially with
• 18:19
  Speaker 3: AI coming on board, this is how you differentiate yourself.
• 18:23
  Speaker 3: This is how you make sure that you're listening constantly
• 18:28
  Speaker 3: and providing social proof in multiple ways to your audience.
• 18:33
  Speaker 4: Yeah, yeah, that's great.
• 18:35
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  Speaker 1: worth a closer look. Just follow the link in the
• 19:42
  Speaker 1: show notes to learn more. Those are really good reminders
• 19:50
  Speaker 1: in regard to just what we need to be thinking about.
• 19:53
  Speaker 1: And again, you know, when we're thinking about what does
• 19:55
  Speaker 1: the future hold and how is our marketing going to change? Gosh,
• 19:59
  Speaker 1: I feel like just always there's something new we have
• 20:02
  Speaker 1: to think about. You know, first it was get the reviews,
• 20:05
  Speaker 1: and then it was okay, now we've got to remember
• 20:07
  Speaker 1: to respond to the reviews, and now we've got to
• 20:10
  Speaker 1: make sure that they're authentic and all of that is true,
• 20:14
  Speaker 1: and people can take things to extremes like you said, yes,
• 20:17
  Speaker 1: of course. I mean I even as a consumer if
• 20:20
  Speaker 1: I look at you know, if I'm looking to go
• 20:22
  Speaker 1: somewhere and I'm like, that's really odd. They don't have
• 20:24
  Speaker 1: a single even four star review, or all of these
• 20:29
  Speaker 1: reviews seem to have come in within a certain small
• 20:32
  Speaker 1: segment of time or whatnot. It does, it does make you,
• 20:35
  Speaker 1: as a consumer go hm, I don't know, there's just
• 20:39
  Speaker 1: like a tick on the I don't know where my
• 20:41
  Speaker 1: trust is at with this doctor or as you said, docs,
• 20:45
  Speaker 1: I just want you to hear this. It is so
• 20:46
  Speaker 1: important that we remember that our websites are not one
• 20:50
  Speaker 1: and done. We have got to stay up on does
• 20:54
  Speaker 1: our websites and our pictures and the verbiage that we're
• 20:58
  Speaker 1: using meet the times that we're at right now?
• 21:00
  Speaker 2: And I don't know.
• 21:02
  Speaker 1: What you think all, but you know I'm usually telling
• 21:04
  Speaker 1: my doctor you need to be evaluating your website at
• 21:06
  Speaker 1: least every three years and saying, okay, do I have
• 21:09
  Speaker 1: updated pictures? Is my content AI optimized? You know, because
• 21:14
  Speaker 1: the way we wrote websites ten years ago is not
• 21:16
  Speaker 1: the way we write websites now, and so we have
• 21:19
  Speaker 1: to be constantly vigilant as far as what it means
• 21:24
  Speaker 1: for us. And I always joke my listeners know this.
• 21:26
  Speaker 1: I call this the un sexy side of doing business
• 21:29
  Speaker 1: like as business owners, this is the hard work that
• 21:32
  Speaker 1: we have to do to keep up with what it
• 21:35
  Speaker 1: takes to grow our business. On the backside, that doesn't
• 21:39
  Speaker 1: have anything to do with our employees. It has all
• 21:41
  Speaker 1: to do with the story that we want to tell
• 21:44
  Speaker 1: and the relationship that we want to have on that
• 21:47
  Speaker 1: first date when we've got digital natives that are out
• 21:51
  Speaker 1: there looking at us and saying, is it worth me
• 21:54
  Speaker 1: picking up the phone and making a phone call, or
• 21:56
  Speaker 1: getting on the widget and scheduling an appointment or reaching
• 21:59
  Speaker 1: out however I'm going to make contact.
• 22:03
  Speaker 3: In fact, one of the visuals that I want everybody
• 22:06
  Speaker 3: to think about, whether you're at the age of having
• 22:09
  Speaker 3: kids or the kids are millennials and they're already in
• 22:13
  Speaker 3: the workplace. There's a whole generational shift in communications. Think
• 22:19
  Speaker 3: about anybody in Gen X I am, where there was
• 22:23
  Speaker 3: no way to really create a relationship without having a
• 22:28
  Speaker 3: conversation on the phone, at least before you met someone,
• 22:31
  Speaker 3: or you met somebody and then you created a relationship.
• 22:35
  Speaker 3: We have a whole new generation, especially as we moved
• 22:39
  Speaker 3: to the latest gen Z, that never actually made a
• 22:43
  Speaker 3: phone call, and they don't think that leaving a voicemail
• 22:47
  Speaker 3: is a thing at all. They actually communicate via text,
• 22:50
  Speaker 3: and they want everything to be in text, and one
• 22:54
  Speaker 3: can say, well, that's crazy. You know, how do I
• 22:56
  Speaker 3: want to practice where I have to respond to texts?
• 23:00
  Speaker 3: That's really how they believe they get the information in
• 23:04
  Speaker 3: a way that kind of makes sense. So imagine that
• 23:07
  Speaker 3: you have a website and my recommendation, which is really
• 23:11
  Speaker 3: kind of a best practice. Now you mentioned the three year,
• 23:15
  Speaker 3: I would say it should be a year and a
• 23:17
  Speaker 3: half just because things are changing that quickly, even if
• 23:21
  Speaker 3: you don't remodel, if you will or kind of reinvent everything,
• 23:25
  Speaker 3: you should have short videos on your site and then
• 23:29
  Speaker 3: put them on your social media as well. But then
• 23:32
  Speaker 3: also relate to the fact that the new kind of
• 23:35
  Speaker 3: buyers or the new generation of consumers and patients is
• 23:39
  Speaker 3: looking at the video that is five to fifteen to
• 23:43
  Speaker 3: twenty seconds, and you lose the attention spend at that time.
• 23:47
  Speaker 3: So it's not even the traditional corporate video where you're
• 23:50
  Speaker 3: kind of introducing your staff. Nobody cares. And I'm not
• 23:55
  Speaker 3: saying it is to be facetious or to discount the
• 23:59
  Speaker 3: fact that we're all smart and every generation smart than
• 24:03
  Speaker 3: the PREVI generation. However, if you're looking to kind of
• 24:08
  Speaker 3: grow your practice, and you don't recognize that and then
• 24:12
  Speaker 3: parlay that into the reception area, parlay that to cured
• 24:17
  Speaker 3: six to eight more forms that you have to fill,
• 24:21
  Speaker 3: even though you put that information on a forum on
• 24:24
  Speaker 3: the website and you provided all that stuff, and a
• 24:28
  Speaker 3: practice can check if you have your insurance in place automatically,
• 24:33
  Speaker 3: and yes, you may have to sign some financial responsibility
• 24:36
  Speaker 3: form and standard forms in your practice. But if you
• 24:39
  Speaker 3: don't reduce that paperwork and your audience is less than thirty,
• 24:45
  Speaker 3: chances are that you're not only ruining the trust that
• 24:49
  Speaker 3: maybe was created when you visited your website, it's basically
• 24:53
  Speaker 3: ruining the whole customer experience, and they have a resentment
• 24:58
  Speaker 3: while they're literally walking down the whole And then if
• 25:01
  Speaker 3: people don't smile because they're running around, that reinforces it.
• 25:06
  Speaker 3: And then the next thing you know, you're sitting at
• 25:08
  Speaker 3: a chair as a patient and you're basically not sure
• 25:13
  Speaker 3: what's going to happen next, and you have anxiety if
• 25:17
  Speaker 3: it has a drill sound, And even then you have
• 25:21
  Speaker 3: an opportunity to kind of create an experience that is
• 25:24
  Speaker 3: better than what the other guys are doing. Are you
• 25:28
  Speaker 3: visiting other practices are you learning what are their most
• 25:32
  Speaker 3: successful elements. You can ask patients as you just signed up,
• 25:37
  Speaker 3: where you come from, what was your last dental practice
• 25:40
  Speaker 3: or the honest that you've seen that can give you
• 25:44
  Speaker 3: a lot of intelligence that is not confidential. Essentially, they'll
• 25:48
  Speaker 3: volunteer it. Yeah, and we used to call it market research.
• 25:52
  Speaker 3: Think about it as keeping kind of a pulse on
• 25:57
  Speaker 3: what is going on outside. And if patient that just
• 26:01
  Speaker 3: signed up come to your office has a good experience
• 26:04
  Speaker 3: and you ask, you know, why did you switch from
• 26:07
  Speaker 3: the other practice? And one way or the other is
• 26:11
  Speaker 3: going to come back to the fundamentals of trust, which
• 26:14
  Speaker 3: is you have to earn it, you have to create
• 26:18
  Speaker 3: an environment where people are willing to accept it, and
• 26:22
  Speaker 3: you've got to live every world online, which is called
• 26:27
  Speaker 3: digital footprint. So the folks are digital natives. I don't
• 26:31
  Speaker 3: have to explain that as much because you're already using
• 26:34
  Speaker 3: your smartphone to do everything via text. But for the
• 26:39
  Speaker 3: rest of us, which are the majority of the population
• 26:42
  Speaker 3: still that might actually have the most premium services needed.
• 26:47
  Speaker 3: If you don't ask those questions, you're not going to
• 26:49
  Speaker 3: get them. And I don't recommend doing it via structured
• 26:53
  Speaker 3: forms handing a piece of paper to somebody asking you know,
• 26:57
  Speaker 3: why did you switch? It should be more like a
• 27:00
  Speaker 3: conversation that maybe your receptions can have that could result
• 27:04
  Speaker 3: in creating a relationship that doesn't exist.
• 27:08
  Speaker 1: Yes, yeah, yeah, that's great. And I think all the
• 27:11
  Speaker 1: things you were just talking about are these little things
• 27:15
  Speaker 1: that we may not even think about. That a road
• 27:17
  Speaker 1: that trust that patients have. And I love the way
• 27:21
  Speaker 1: you said it where it's just this little tick of things.
• 27:25
  Speaker 1: You know, it may not even be completely conscious that
• 27:28
  Speaker 1: we're making that as a consumer, but just those little
• 27:32
  Speaker 1: things like oh gosh, I just filled out all this
• 27:34
  Speaker 1: paperwork and I walked in the door and they're handing
• 27:37
  Speaker 1: me a bundle, more like why did I just waste
• 27:39
  Speaker 1: my time filling that out already?
• 27:42
  Speaker 4: That creates some friction.
• 27:44
  Speaker 1: I think your examples are really good, and I feel
• 27:46
  Speaker 1: like for all of us and listeners, as you guys
• 27:49
  Speaker 1: are listening to this, really be thinking about what are
• 27:53
  Speaker 1: you doing in your practices that maybe are outdated, maybe
• 27:59
  Speaker 1: are not keeping up with the trends and the motion
• 28:03
  Speaker 1: and the momentum that the way patients are now interacting
• 28:08
  Speaker 1: with us. And I just feel like that's such a
• 28:10
  Speaker 1: trap that we get into. We've done it this way,
• 28:13
  Speaker 1: so therefore we will continue to do it this way.
• 28:16
  Speaker 1: And I see when I'm helping you guys, that I'm
• 28:19
  Speaker 1: working with you in practices that can be One of
• 28:21
  Speaker 1: the biggest reasons that we stall out on growth is
• 28:25
  Speaker 1: because we get stuck in this old way of thinking.
• 28:28
  Speaker 1: A patient only wants to communicate with me through a phone.
• 28:31
  Speaker 1: The patient won't really fill out that paperworker. It's too
• 28:34
  Speaker 1: hard to transfer the digital form into my systems, so
• 28:38
  Speaker 1: I might as well just have them fill it out
• 28:39
  Speaker 1: when they get here, or you know whatever.
• 28:41
  Speaker 4: I've heard them all. I've heard all of the excuses.
• 28:44
  Speaker 3: I could just add one more thing that I'm talking
• 28:47
  Speaker 3: about things that I've experienced personally that made me want
• 28:50
  Speaker 3: to switch and applying kind of the trust framework in
• 28:55
  Speaker 3: my book, I don't believe the high when trust is
• 28:57
  Speaker 3: on the line. It really is even a little thing
• 29:00
  Speaker 3: like getting an estimate for services needed where no one
• 29:05
  Speaker 3: explains to you why you need it, or they basically
• 29:09
  Speaker 3: said you need this and that, but they don't necessarily
• 29:14
  Speaker 3: explain it to you as what does it mean for
• 29:16
  Speaker 3: the next longevity that you're looking for in terms of
• 29:19
  Speaker 3: your health and you just see a bunch of numbers.
• 29:24
  Speaker 3: And as we know that most partitioners are dealing with
• 29:28
  Speaker 3: insurance companies, so we all understand that there are barriers
• 29:32
  Speaker 3: to being more friendly than we need to be. But
• 29:36
  Speaker 3: having something that says estimate and then says this is
• 29:40
  Speaker 3: your deductible and this is it instead of having a
• 29:44
  Speaker 3: small conversation that could be had by an assistant not
• 29:49
  Speaker 3: necessarily the dentist, which portiothodontist. That time is valuable. Every
• 29:53
  Speaker 3: minute that you're sitting is profit and every minute that
• 29:57
  Speaker 3: you're doing something else is not. You need to reconsider
• 30:00
  Speaker 3: that and think about it as what if you try
• 30:05
  Speaker 3: to have a brand that shines and you are in business,
• 30:10
  Speaker 3: any business, one of the first things that you have
• 30:12
  Speaker 3: to do is buy or rent real estate, right and
• 30:17
  Speaker 3: typically if you go to an accountant, they'll tell you
• 30:19
  Speaker 3: that real estate, whether it's like a you know, a storefront,
• 30:23
  Speaker 3: whatever it is that you're leasing, renting, buying, you'll find
• 30:28
  Speaker 3: that an accountant will tell you, or your taxi turney
• 30:30
  Speaker 3: will tell you it's about seven percent of your own
• 30:33
  Speaker 3: role growth. And if you spend seven percent, that's the
• 30:37
  Speaker 3: right number. But real estate is not just a place
• 30:42
  Speaker 3: where your practice real estate is your brand.
• 30:46
  Speaker 4: Yep.
• 30:47
  Speaker 3: So if you're trying to say we're high end or
• 30:51
  Speaker 3: more responsive practice and you don't really use the real
• 30:56
  Speaker 3: estate as advertising, you'll spend more on advertising, and you
• 31:01
  Speaker 3: spend more on proving that you exist versus differentiating yourself
• 31:06
  Speaker 3: and taking advantage that you have a most incredible presentation
• 31:12
  Speaker 3: when people come in an inclusive video, touch screens, anything
• 31:16
  Speaker 3: that you can do to really kind of maybe overcome
• 31:20
  Speaker 3: some barriers that you have. No one is perfect, No
• 31:23
  Speaker 3: one is expected to know everything, especially with the digital footprint.
• 31:28
  Speaker 3: Hire people that are from this generation and they'll tell
• 31:32
  Speaker 3: you in a second what you should or you shouldn't
• 31:34
  Speaker 3: put on Instagram. But on the other hand, don't put
• 31:38
  Speaker 3: stuff on Instagram that hasn't been vetted, yes, and hasn't
• 31:42
  Speaker 3: been proven, And don't put personal things that are not
• 31:48
  Speaker 3: really relatable or ruined the trust that people have with
• 31:51
  Speaker 3: you and building a relationship.
• 31:54
  Speaker 4: Yeah, yeah, that's great.
• 31:56
  Speaker 1: So for my docs out there who want to be
• 31:58
  Speaker 1: more proactive, what are some I mean, you've been giving
• 32:02
  Speaker 1: us a lot of really good advice this whole episode,
• 32:05
  Speaker 1: but what are some practical actions or things that doctors
• 32:10
  Speaker 1: can do right now maybe too if they're like, eh,
• 32:14
  Speaker 1: you know, he made a good point. He's identified some
• 32:16
  Speaker 1: things that you know, maybe I've got some deficiencies in
• 32:19
  Speaker 1: my trust online presence, whatever that may be.
• 32:22
  Speaker 4: What are some suggestions you have for us?
• 32:25
  Speaker 3: The first and easiest thing to do, whether you're from
• 32:29
  Speaker 3: a business background or not, is to switch the idea
• 32:34
  Speaker 3: of a marketing plan for your practice to having two
• 32:39
  Speaker 3: parts inside and outside. The inside is where you scrutinize
• 32:46
  Speaker 3: your customer experience or your patient experience once they got
• 32:50
  Speaker 3: engaged with you in the sense that they signed a
• 32:53
  Speaker 3: form and there's an appointment, and what goes on in
• 32:56
  Speaker 3: the fifteen minutes or the thirty minutes or the sixty
• 32:59
  Speaker 3: minutes of waiting in the service that you provided, and
• 33:03
  Speaker 3: then what is their opinion before you go out the door?
• 33:07
  Speaker 3: So because they're not going to remember a day later
• 33:10
  Speaker 3: or two days later unless it was very painful, right,
• 33:13
  Speaker 3: so think about it is what is the customer experience indoors?
• 33:18
  Speaker 3: Then think about the same framework and ask what do
• 33:23
  Speaker 3: people do on the outside, what other practices are doing
• 33:28
  Speaker 3: now with social proof, with digital footprint, you don't exist
• 33:31
  Speaker 3: if you don't have the dual footprint number one and
• 33:34
  Speaker 3: number two. Check what other people are doing well, check
• 33:38
  Speaker 3: what people are not doing well, and then apply the
• 33:42
  Speaker 3: latest kind of marketing innovation techniques, such as making sure
• 33:47
  Speaker 3: that your SEO is connected to Google AI or Perplexity
• 33:52
  Speaker 3: or any of the other places. Make sure that the
• 33:56
  Speaker 3: Google reviews are authentic. It said, Okay, if somebody wrote
• 34:01
  Speaker 3: two line review, it's okay to contact them and say
• 34:04
  Speaker 3: thank you so much for doing this. Can you talk
• 34:07
  Speaker 3: about your experience when you're sitting at that chair and
• 34:11
  Speaker 3: ready for treatment and you're very anxious, for example, it's
• 34:15
  Speaker 3: okay to have that dialogue with people that volunteered to
• 34:18
  Speaker 3: do a good But if you think about it as
• 34:21
  Speaker 3: inside first and then outside, what you're doing is you're
• 34:24
  Speaker 3: integrating two worlds that unfortunately are very disconnected from each
• 34:29
  Speaker 3: other and create that impersonal brand that, instead of monetizing
• 34:36
  Speaker 3: the trust that you're building, is actually creating like a
• 34:41
  Speaker 3: brick and an erosion. That that's the twenty percent growth
• 34:45
  Speaker 3: that you needed to have this yere, you can do
• 34:48
  Speaker 3: the same exact thing that you're doing with little tweaks.
• 34:51
  Speaker 3: That's another twenty percent growth without spending a lot of
• 34:54
  Speaker 3: money on it. So I'm not advocating that you need
• 34:59
  Speaker 3: to basically what you're doing. If you're a practice that
• 35:03
  Speaker 3: is known and has a good reputation, you have something
• 35:06
  Speaker 3: to build upon. If you have a bad reputation, start
• 35:10
  Speaker 3: by looking at why do I have a bad reputation
• 35:13
  Speaker 3: and assuming that it's not kind of a personnelity issue,
• 35:16
  Speaker 3: create best practices that other successful practices have, and don't
• 35:22
  Speaker 3: think that you're stealing something from them. Because in digual world,
• 35:27
  Speaker 3: you can google any office and see how they organize
• 35:30
  Speaker 3: their furniture. Yep, you can see what people are saying
• 35:33
  Speaker 3: about how many forces they have to fill? How do
• 35:35
  Speaker 3: you get feedback? How many times should you text, in
• 35:39
  Speaker 3: my case to annoy me confirmations before it becomes really
• 35:43
  Speaker 3: kind of I don't have time for this, and I
• 35:46
  Speaker 3: already texted yes, yes, yes, yes, and that's of an
• 35:51
  Speaker 3: experience killer.
• 35:52
  Speaker 4: Yeah, yeah, for sure, for sure.
• 35:54
  Speaker 1: Well this has been such great information, and I know
• 35:57
  Speaker 1: you and I could just continue to talk, but all
• 36:00
  Speaker 1: things must come to an end, and so I would
• 36:02
  Speaker 1: love it if somebody wants to learn more about you,
• 36:06
  Speaker 1: more about the book, they want to connect with you,
• 36:08
  Speaker 1: what's going to be the best way that they can
• 36:10
  Speaker 1: do that well.
• 36:12
  Speaker 3: There are two books that I wrote in the past
• 36:14
  Speaker 3: two years. The first one is called Don't Believe the
• 36:17
  Speaker 3: Hype When Trust Is on the Line, which is a
• 36:19
  Speaker 3: guide to thinking about the thing that you don't see,
• 36:22
  Speaker 3: like the social media and social proof, and how the
• 36:26
  Speaker 3: narrative is shifted and you don't control it, so you
• 36:29
  Speaker 3: need to be aware of it and create an ecosystem
• 36:32
  Speaker 3: of trust. And you can find the book on Amazon.
• 36:36
  Speaker 3: And the second book on Amazon that I released very
• 36:39
  Speaker 3: recently is an actual small business guide for small business
• 36:44
  Speaker 3: owners that it's called Beating Goliath with AI. AI has
• 36:49
  Speaker 3: a lot of opportunity for you, as the David of
• 36:53
  Speaker 3: the world, to beat relife with digital slid shots and
• 36:57
  Speaker 3: it's more of a practical guide. And you can again
• 37:02
  Speaker 3: check my name, born sign or the name of the
• 37:04
  Speaker 3: book and you can get it home and Kindle. You
• 37:07
  Speaker 3: can get it in whatever format that you decide. If
• 37:10
  Speaker 3: you wish to connect with me and get some insights,
• 37:14
  Speaker 3: you can go on LinkedIn and connect with me. And
• 37:18
  Speaker 3: for the people that are listening to your show, I'll
• 37:21
  Speaker 3: make the commitment to respond within two hours to the request,
• 37:25
  Speaker 3: because that is what is needed in any service industry.
• 37:30
  Speaker 3: And maybe just reinforcement of something that you knew already,
• 37:34
  Speaker 3: maybe something that needs a second opinion or telling what
• 37:39
  Speaker 3: you're doing wrong from a perspective. And then obviously you
• 37:43
  Speaker 3: need to work with your marketing gets solved, you need
• 37:45
  Speaker 3: to work with your expert advisor that typically any product
• 37:49
  Speaker 3: should have, so LinkedIn is the best way to connect
• 37:52
  Speaker 3: with me. Go born Sign and then you can also
• 37:56
  Speaker 3: visit a website at Bornstein Group dot com.
• 37:59
  Speaker 2: That's wonderful.
• 38:01
  Speaker 1: And now a word from the sponsors who make this
• 38:03
  Speaker 1: podcast possible. Haydocs, let's talk about smile Sweet because it's
• 38:10
  Speaker 1: not just another scheduling system. It's a game changer in
• 38:13
  Speaker 1: the world of new patient management. And as a proud
• 38:16
  Speaker 1: smile Sweet partner, I've witnessed the incredible impact it has
• 38:20
  Speaker 1: on practices of all sizes. Smile Sweet means your new
• 38:24
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• 38:27
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• 38:31
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• 38:37
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• 38:40
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  Speaker 1: don't forget to mention Haydocks to unlock some extra goodies.
• 38:49
  Speaker 1: Elevate your practice with smile sweet, because every smile deserves
• 38:54
  Speaker 1: a suite of excellence. Well, thank you for this wonderful information.
• 39:00
  Speaker 1: This is exactly what we need to be hearing and
• 39:02
  Speaker 1: thinking about in our orthodonic practices. And I know that
• 39:06
  Speaker 1: a lot of my listeners just got a lot of
• 39:08
  Speaker 1: good pearls that they're going to be thinking about, so
• 39:10
  Speaker 1: I'm sure they'll be reaching out to you. So the
• 39:13
  Speaker 1: one thing that I like to do when we finish
• 39:15
  Speaker 1: up Haydocks is I always like to do a little
• 39:17
  Speaker 1: speed round. So are you ready for the speed round challenge? Ye?
• 39:22
  Speaker 1: All right, here we go. What is one business trend
• 39:26
  Speaker 1: do you think more people should be paying attention to?
• 39:29
  Speaker 3: Yeah, making sure that you're not implementing AI in the
• 39:33
  Speaker 3: wrong places. AI is a great industrial revolution tool that
• 39:38
  Speaker 3: increases productivity and billing, but it does not replace the
• 39:42
  Speaker 3: human framework that you need to work at. You have
• 39:45
  Speaker 3: to treat people as people, and a lot of companies
• 39:50
  Speaker 3: lost that site or overspend it on the part that
• 39:55
  Speaker 3: has no heart and doesn't have human judgment.
• 39:58
  Speaker 1: Yeah, Oh, that's a good one. All right, what is
• 40:01
  Speaker 1: the most unexpected lesson you've learned in your career so far?
• 40:06
  Speaker 3: The most unexpected was that smart people actually take criticism
• 40:12
  Speaker 3: and constructive criticism and actually act upon them. And most
• 40:17
  Speaker 3: people listen to the advice and it goes from one
• 40:19
  Speaker 3: air comes up from the other side of the head.
• 40:23
  Speaker 3: And criticism is a good thing if you listen and
• 40:27
  Speaker 3: learn how to kind of apply it to the business
• 40:31
  Speaker 3: problem that you're happening, and hug and buy lunch or
• 40:35
  Speaker 3: dinner to the person who actually tells you what's wrong
• 40:38
  Speaker 3: with your practice. Yeah, not the other way around.
• 40:41
  Speaker 4: Yeah.
• 40:42
  Speaker 3: Yeah, I don't want to talk to you because you
• 40:44
  Speaker 3: gave me some bad things that result of me feeling bad.
• 40:48
  Speaker 3: It never works. Yeah. You can get the wisdom from
• 40:52
  Speaker 3: knowing what you don't know and what you're doing well
• 40:56
  Speaker 3: and what you're not doing.
• 40:57
  Speaker 4: Yeah, that's great.
• 40:58
  Speaker 3: All right.
• 40:59
  Speaker 2: One final question.
• 41:00
  Speaker 1: If you could give your younger self one piece of
• 41:03
  Speaker 1: career advice, what would that be?
• 41:06
  Speaker 3: And long the line? Know what is just to described
• 41:08
  Speaker 3: in my previous ansor it is don't surround yourself with
• 41:12
  Speaker 3: negative people. Negative people always going to ruin your outlook
• 41:18
  Speaker 3: and your ability to have optimism and when you lose
• 41:20
  Speaker 3: optimism and belief in yourself, you are not in terms
• 41:25
  Speaker 3: of business. So, over thirty years of being in business
• 41:29
  Speaker 3: as a business owner myself and serving CEOs, founders business owners,
• 41:36
  Speaker 3: the ones that are successful are surrounding themselves with not
• 41:39
  Speaker 3: yes men or guess women. It's really about having your
• 41:44
  Speaker 3: culture of communication where you can tell the truth and
• 41:48
  Speaker 3: be positive. The people that tell you it can't be
• 41:51
  Speaker 3: done with no kind of knowledge behind it, get rid
• 41:55
  Speaker 3: of them it because they're going to kill your spirit
• 41:57
  Speaker 3: and your practice.
• 41:58
  Speaker 4: Yeah, oh that's great.
• 42:00
  Speaker 1: Well, it has been such a pleasure having you on
• 42:02
  Speaker 1: Haydocks today and thank you for all the great information.
• 42:06
  Speaker 1: This was wonderful and we look forward to speaking with
• 42:08
  Speaker 1: you again.
• 42:09
  Speaker 3: Thank you, Thank you for having me.
• 42:12
  Speaker 1: Are you ready to start a practice of your own?
• 42:15
  Speaker 1: Need a new fresh set of eyes or some advice
• 42:17
  Speaker 1: on your existing practice? If so, reach out to me
• 42:21
  Speaker 1: Jill Allen at www dot practice results dot com. If
• 42:26
  Speaker 1: you like what we're doing here on Haydocks and want
• 42:28
  Speaker 1: to hear more of this awesome content, be sure and
• 42:31
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• 42:34
  Speaker 1: platform and subscribe to our show so you never miss
• 42:38
  Speaker 1: an episode. Remember new episodes drop every Thursday.
• 42:42
  Speaker 2: See you next week.