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From Awareness to ROI: Marketing Strategies to Grow Your Orthodontic Practice · Hey Docs!

0:04
Speaker 1: Welcome to the hay Docks podcast. It's your host Jill Allen.
0:08
Speaker 2: Today I am joined by special guests doctor Leon Klempner
0:12
Speaker 2: from People in Practice. In this episode, we are diving
0:16
Speaker 2: into the world of marketing and the ever changing landscape
0:19
Speaker 2: of orthodonics. There's a lot to cover, so let's get
0:22
Speaker 2: into it.
0:27
Speaker 1: Hey, docs.
0:28
Speaker 2: When it comes to marketing, I keep hearing that you're
0:31
Speaker 2: frustrated and that you don't know what you're paying for
0:34
Speaker 2: or even if your marketing efforts are working. Are you
0:37
Speaker 2: wondering what your next marketing move should be. I would
0:41
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0:44
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0:48
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0:53
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0:58
Speaker 2: audit today. When it comes to websites, SEO and digital advertising,
1:04
Speaker 2: you don't know what you don't know till you know
1:07
Speaker 2: find out what you don't know today. That's contact kl
1:11
Speaker 2: dot com.
1:15
Speaker 3: Leon.
1:15
Speaker 2: I am so excited to have you on Haydocks. I've
1:18
Speaker 2: been looking forward to this episode. Thanks for being here today.
1:23
Speaker 3: I appreciate the invite I was looking forward to it too,
1:26
Speaker 3: is watching it on my calendar coming up, so I'm excited.
1:29
Speaker 2: Well, the way I like to start off, Haydos, and
1:32
Speaker 2: I'm sure you know this because I know you've listened
1:34
Speaker 2: to a couple episodes, is I just love it if
1:36
Speaker 2: my guests start out by just talking a little bit
1:39
Speaker 2: about themselves, a little bit about your company, People in Practice,
1:43
Speaker 2: and just getting us familiar with you.
1:46
Speaker 3: Absolutely so. I'm a retired orthodonist. I practiced clinical orthodonics
1:52
Speaker 3: for thirty eight years on Long Island. I currently am
1:56
Speaker 3: doing a lot of teaching. I'm the director of ORTHODONICX
1:59
Speaker 3: for a pediatric dental residency program here in New York
2:02
Speaker 3: at Mount SINAI also part time faculty for the author
2:06
Speaker 3: residents at Harvard. Amy and I. Amy's my daughter, Amy
2:11
Speaker 3: Epstein and I started People in Practice almost fifteen years ago,
2:15
Speaker 3: believe it or not, and we started it with her
2:19
Speaker 3: helping me grow my orthodonic practice at a time when
2:24
Speaker 3: things were changing in the business model of orthodonics. The
2:27
Speaker 3: liners had just come out, gps were doing them, pediatric
2:33
Speaker 3: dentists were bringing in orthodonists, and all of a sudden,
2:37
Speaker 3: you know, I was seeing my numbers go down. And Amy,
2:39
Speaker 3: who had her MBA in marketing, was working full time
2:43
Speaker 3: in Manhattan, and we began talking and she asked me
2:47
Speaker 3: what kind of digital advertising I was doing, and I
2:49
Speaker 3: didn't know what she was talking about at the time,
2:52
Speaker 3: and slowly she began helping me, and other people heard
2:56
Speaker 3: about it, and then word her mouth and then People
2:59
Speaker 3: in Practice. Now at People in Practice, we have twelve
3:01
Speaker 3: full timers with expertise in all areas, and we have
3:05
Speaker 3: clients all over the US, Canada, Australia. So it's quite exciting.
3:10
Speaker 2: Oh, that's wonderful and it's so fun to just see
3:13
Speaker 2: how a business comes to fruition. Right, you started out
3:17
Speaker 2: as an orthodonist, and I'm sure you never thought, well,
3:19
Speaker 2: I'm going to be in the website and marketing business,
3:22
Speaker 2: But what a fun transition. And then speaking with working
3:26
Speaker 2: with a family member, you getting an opportunity to work
3:29
Speaker 2: with your daughter. I also have that opportunity within my company.
3:32
Speaker 2: My producer for Haydocks, Jordan, is also my daughter, and
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Speaker 2: we are very blessed as parents to be able to
3:38
Speaker 2: share something like that.
3:39
Speaker 1: I have to say it's.
3:42
Speaker 3: The best, and we have a lot of clients that
3:45
Speaker 3: have brought their children into the practice, and some are
3:49
Speaker 3: third generation of fourth generation worth the honists, and so
3:53
Speaker 3: there's an immediate bond there because, as you just expressed,
3:57
Speaker 3: we're very fortunate to being able to have these types
4:00
Speaker 3: of relationships in addition to the business relationships that we.
4:03
Speaker 1: Have right right for sure.
4:06
Speaker 2: Well, today, when I was thinking about, all right, what
4:09
Speaker 2: do I want to talk to lean about, because there's
4:11
Speaker 2: so much that we could just dive into, I thought
4:14
Speaker 2: we could start maybe by talking about marketing and marketing strategies.
4:19
Speaker 2: And I know that you guys do a lot and
4:23
Speaker 2: kind of thinking about this from even the essence of
4:26
Speaker 2: a brand all the way through. So I'm wondering if
4:30
Speaker 2: you can just talk a little bit about what do
4:32
Speaker 2: you think is important that doctors should be thinking about
4:36
Speaker 2: in regard to marketing and what are you guys seeing
4:40
Speaker 2: that's really helping generate starts not necessarily leads into the practice,
4:46
Speaker 2: we need them both, but what are you seeing and
4:49
Speaker 2: how does that work together?
4:51
Speaker 3: Well, you know, we do a lot of research on this,
4:54
Speaker 3: and we're very data driven in our company. Amy in
4:57
Speaker 3: particular is always brings that to the forefront, so we
5:01
Speaker 3: base all of our decisions on data, and we've come
5:04
Speaker 3: to what we would call the most effective way of
5:09
Speaker 3: developing a marketing program. And I don't mind sharing this
5:14
Speaker 3: with listeners, whether you know you could do this yourself
5:16
Speaker 3: or you can get help doing this. But basically, if
5:20
Speaker 3: you think about a funnel with the top part being
5:24
Speaker 3: areas where parents haven't really thought about or tho, but
5:29
Speaker 3: it might be something in the future kind of like uncommitted,
5:33
Speaker 3: just kind of out there, but in the community would
5:36
Speaker 3: be good potential patients. And you think about the bottom
5:39
Speaker 3: or people that Okay, my kid needs it or I
5:41
Speaker 3: need it. I'm looking, I'm ready to go. I just
5:44
Speaker 3: need to find a place to go. We need to
5:47
Speaker 3: capture all of those and everybody in between. So basically
5:51
Speaker 3: it starts with messaging. And if we get a chance
5:54
Speaker 3: to talk about differentiating messaging, I think that's a useful
5:57
Speaker 3: place to go. But just from a tactical standpoint, you
6:01
Speaker 3: need meta. Meta is great for creating awareness. So if
6:05
Speaker 3: you think about the top of that funnel, where people
6:08
Speaker 3: are in the community that aren't kind of committed to anything,
6:11
Speaker 3: we want them to know that you are in the community,
6:15
Speaker 3: that you exist. And so awareness ADS is what we
6:19
Speaker 3: call it and meta and Instagram are great for doing
6:22
Speaker 3: that and once you get a little bit of awareness
6:25
Speaker 3: and traffic ads are next, and traffic ads are ways
6:29
Speaker 3: of bringing people from the social sites to your website.
6:33
Speaker 3: So these are educational kind of teases, learn more about
6:37
Speaker 3: what does your kid need? Is your child ready for
6:40
Speaker 3: our thw click here and then we'd have the information
6:42
Speaker 3: on the website. So it kind of draws them in.
6:45
Speaker 3: And while that's going on, we want our practices to
6:49
Speaker 3: be using their organic social presence to show off their personality.
6:54
Speaker 3: Patients like to see what's going on behind the scenes,
6:57
Speaker 3: pull the curtain back, who's having a baby? You know,
7:01
Speaker 3: just what's going on, and that is really not delegated.
7:05
Speaker 3: Well that needs to be done from the ground up,
7:08
Speaker 3: but it needs to be done. But as you go
7:11
Speaker 3: down that funnel further, now you get people that are
7:14
Speaker 3: actively looking for treatment and that's where unique google because
7:18
Speaker 3: they're searching for an orthodonist and we want your practice
7:22
Speaker 3: to be there. So that's where SEO on page off
7:26
Speaker 3: page paid ads, So if you're not showing up organically,
7:30
Speaker 3: you need to put some money in that area so
7:32
Speaker 3: that you are one of those options and choices from there,
7:37
Speaker 3: everything is driven to the website. So the said statistic,
7:41
Speaker 3: here's the data. Ninety seven percent of visitors to orthodonic
7:46
Speaker 3: websites don't convert. Wow, they come, they look, they leave,
7:50
Speaker 3: And that's either because of a user interface or a
7:54
Speaker 3: user experience, meaning that either the buttons aren't working right,
7:58
Speaker 3: which typically isn't the case, but more often the user
8:01
Speaker 3: experience isn't good. They try to look for something, they
8:04
Speaker 3: can't find it, the navigation bars aren't set up properly
8:08
Speaker 3: or whatever, but they don't convert. So a lot of
8:11
Speaker 3: attention needs to go in that realm. And with that,
8:15
Speaker 3: you need to be up to date with all of
8:17
Speaker 3: the digital tools. Right to fill out the form and
8:20
Speaker 3: print a PDF that's history exactly. You can't do that anymore.
8:26
Speaker 3: They can't do that anymore.
8:29
Speaker 1: Nobody wants paper.
8:31
Speaker 3: Nobody wants paper, nobody wants PDFs. And you know, we're
8:35
Speaker 3: dealing with our targets are digital natives, so we have
8:38
Speaker 3: to speak digital. So you know, we have a whole
8:42
Speaker 3: system with patient Q. We just got our trademark, I'm
8:45
Speaker 3: happy to say where we can supply all those different
8:48
Speaker 3: things if the patient management system doesn't have it in
8:51
Speaker 3: firm of the new docs they're just starting up, it's
8:53
Speaker 3: a great way for them to have everything including hippocomplying, texting,
8:57
Speaker 3: et cetera. But even if they don't click the form
9:01
Speaker 3: for a consult or call the office, there's still opportunities
9:05
Speaker 3: on a remarketing basis. You ever notice with you know,
9:08
Speaker 3: if you put something into a cart and you don't
9:11
Speaker 3: buy it, you'll get like, hey did you forget that?
9:14
Speaker 1: Exactly yes, So we still.
9:16
Speaker 3: Have an opportunity of retargeting those with some paid ads
9:22
Speaker 3: to kind of tease them back into our wheelhouse. So
9:26
Speaker 3: the bottom line with all is these are all like
9:29
Speaker 3: tactical things that I think are essential, but the most
9:33
Speaker 3: critical is the messaging. Messaging is without the messaging, no
9:38
Speaker 3: matter what marketing you do, it's a waste of money. Yeah,
9:41
Speaker 3: so that's basically it in a nutshell.
9:44
Speaker 2: Yeah, that's great, And I'm going to just circle you
9:47
Speaker 2: right back to that differentiator because I think this is
9:50
Speaker 2: kind of the key that goes into messaging. I'm going
9:53
Speaker 2: to bet and just have you talked to us a
9:55
Speaker 2: little bit about that, because as you know, I have
9:58
Speaker 2: a lot of docs that are startup doctors, brand new doctors,
10:02
Speaker 2: we're getting their practices off of the ground, and it
10:06
Speaker 2: is something that I talked to them a lot about.
10:08
Speaker 2: Is what's going to make you different than the five
10:11
Speaker 2: other doctors down the street. What are you doing differently?
10:14
Speaker 2: What's your patient experience going to be like that's different?
10:17
Speaker 2: So can you talk about that and the importance of
10:20
Speaker 2: that in how that plays into our advertising focus, our
10:26
Speaker 2: in practice patient maybe focus a little bit?
10:29
Speaker 3: Absolutely? Yeah, absolutely. You know, this is an area that
10:34
Speaker 3: is critical to any kind of marketing, and in essence,
10:38
Speaker 3: it is the north star of all of the messaging.
10:41
Speaker 3: So it makes zero sense to do any marketing until
10:45
Speaker 3: this exercise has been completed. And I'll tell you exactly
10:49
Speaker 3: how we do it with our clients.
10:51
Speaker 1: Yeah, that'd be great.
10:52
Speaker 3: Yeah. If you think about a ven diagram with circles
10:55
Speaker 3: that overlap and one circle would be what patients want
11:00
Speaker 3: in your community. That's the easy one, right. They want
11:03
Speaker 3: straight teeth, but some of them they want aligners, they
11:06
Speaker 3: want someonet technology, some want fewer visits, some want remote monitoring.
11:11
Speaker 3: There are things that we need to dig into, but
11:14
Speaker 3: that's kind of the easier part. The more complicated one,
11:17
Speaker 3: the one that requires a little more digging is what
11:21
Speaker 3: can the practitioner or the practice consistently deliver what is
11:25
Speaker 3: their core competency, Because if you are claiming fewer visits
11:31
Speaker 3: and you're not delivering fewer visits, I don't care how
11:34
Speaker 3: much money you're spending, it's for naught. So you have
11:37
Speaker 3: to deliver upon it. So we have to really dig
11:40
Speaker 3: in as to what you can deliver, what are you
11:43
Speaker 3: really good at so that we can identify that. So
11:47
Speaker 3: that's two circles of the ven. The third one is
11:51
Speaker 3: what is the competition not saying or doing.
11:55
Speaker 1: Oh, that's a good one.
11:56
Speaker 3: So if you're strong in aligners and your patients want
12:00
Speaker 3: on aligners, but you're a new practice and you're up
12:03
Speaker 3: against a practice in your community that's been there for
12:06
Speaker 3: thirty years that is like number one aligner provider on
12:11
Speaker 3: the East Coast, then you don't want your message to
12:15
Speaker 3: be we do aligners, because we're going to lose on that.
12:18
Speaker 3: So if you take those three circles and you look
12:22
Speaker 3: at the center part of it where they intersect, that's
12:25
Speaker 3: the messaging. And once you get that messaging, then you
12:29
Speaker 3: can move from there. And we have a lot of
12:31
Speaker 3: practices that their messaging has to do with their technology
12:35
Speaker 3: and true to form. If you go there, you're going
12:37
Speaker 3: to see the latest technology. And we have others that
12:41
Speaker 3: are more relationship based family. Aren't it great? You know,
12:44
Speaker 3: people look for that. We can't be all things to
12:48
Speaker 3: all people, and so we need to find out what
12:50
Speaker 3: we're good at and then we need to laser focus
12:54
Speaker 3: our marketing to attract the people that want what we have,
12:59
Speaker 3: because then we win. So this piece, you know, is
13:02
Speaker 3: sometimes difficult for orthos to swallow when we first meet
13:06
Speaker 3: because they see it as kind of fluff. And you know,
13:08
Speaker 3: tell me, you know, tell me about you know, how
13:11
Speaker 3: much do we want to get how uch are we
13:12
Speaker 3: going to spend on SEO, you know, or how much
13:15
Speaker 3: are we going to do that? And it's like slow down,
13:17
Speaker 3: you know, we're going to get to that. We're going
13:19
Speaker 3: to utilize all that, but without the differentiator, then it's
13:23
Speaker 3: really wasted money.
13:24
Speaker 1: Yeah.
13:25
Speaker 2: Yeah, well, and I love that you say that. And
13:27
Speaker 2: this is something like I had said. You know, I
13:29
Speaker 2: talked to my startup docs a lot about and I
13:32
Speaker 2: think that this is applicable and again I'm going to
13:34
Speaker 2: speak a little bit more towards startup and acquisition docs.
13:37
Speaker 2: We know, if it's an existing practice as doing a
13:40
Speaker 2: rebrand or whatnot. It's super important there too. But docs,
13:44
Speaker 2: if you're listening out there, one of the things that
13:47
Speaker 2: I think is so important about what LeAnn is saying
13:49
Speaker 2: here is that if we don't identify that kind of
13:52
Speaker 2: key tenant to what your brand is going to be,
13:56
Speaker 2: or if you're an acquisition and you're taking over a practice,
14:02
Speaker 2: your brand, your differentiator could be different than the previous
14:06
Speaker 2: doctor's differentiator if.
14:09
Speaker 1: They even had identified that.
14:11
Speaker 2: And so I think that this is really one of
14:13
Speaker 2: those key when you think about building a house, you know,
14:15
Speaker 2: this is one of those fundamental foundational pieces that I
14:20
Speaker 2: think we really need to be identifying, or you are
14:23
Speaker 2: just more noise out there. You're just one more practice
14:28
Speaker 2: that patients have to decide upon. But there's no stickiness
14:32
Speaker 2: to it, is what I see. If we haven't identified this.
14:35
Speaker 3: And you know, in the past, Jill, it was enough
14:39
Speaker 3: to be just an orthodonist. But the business model has changed. Yeah,
14:44
Speaker 3: the competition has changed. It's different. It doesn't it's not
14:49
Speaker 3: better or worse in my opinion, it's just different. So
14:51
Speaker 3: we need to adapt to what it is. And right now,
14:55
Speaker 3: you can't be a plain vanilla. I do braces, I
15:00
Speaker 3: do aligners, yep, because it doesn't work anymore where is it?
15:03
Speaker 3: It used to be sufficient And that's a hard pill
15:06
Speaker 3: for a lot of more mature docs to understand. The
15:09
Speaker 3: young ones they get that right away.
15:10
Speaker 1: Yeah, yeah, for sure.
15:12
Speaker 2: So I want to talk a little bit about return
15:15
Speaker 2: on investment because this is something I get a lot.
15:18
Speaker 1: Of questions about.
15:19
Speaker 2: I help docs a lot of times when we're in
15:21
Speaker 2: that startup process. We're working with a budget, so you know,
15:24
Speaker 2: for starting up, we have allocated a certain amount of
15:27
Speaker 2: money to go towards marketing, to go towards different things.
15:32
Speaker 2: And I'm wondering if you can talk to us being
15:36
Speaker 2: on the other side of the coin. You are one
15:38
Speaker 2: of the companies out there that is providing the service,
15:41
Speaker 2: and you have also been in our industry as a
15:45
Speaker 2: provider and had lots of years of experience looking at
15:49
Speaker 2: your P and L and looking at where am I
15:51
Speaker 2: return on investments and where am I investing? But I'm
15:54
Speaker 2: wondering if you can talk to us a little bit
15:56
Speaker 2: about just what that looks like, and especially for maybe
16:01
Speaker 2: younger doctors, how can they really track the effectiveness of
16:07
Speaker 2: their marketing dollars that are being spent, and if you
16:10
Speaker 2: could maybe give us a little of your wisdom there.
16:14
Speaker 3: Yeah, well I don't know how much wisdom, but I'll
16:16
Speaker 3: tell you something like some of the experiences that we've
16:19
Speaker 3: had and conclusions that we've drawn. And when I came
16:22
Speaker 3: into this, you know, originally my daughter Amy was supposed
16:27
Speaker 3: to come into orthodonics. I have three daughters. Zero of
16:31
Speaker 3: those three became orthodonists. And ironically Amy went on and
16:37
Speaker 3: got her MBA in marketing, and now I'm a marketer, right,
16:40
Speaker 3: so you know instead of me bringing her and she
16:44
Speaker 3: brought you. Yep. Yeah. But you know when I came
16:47
Speaker 3: in and started learning the lingo of marketing where they
16:51
Speaker 3: talk about impressions and clicks, and I said to Amy,
16:56
Speaker 3: I said, look, I'm an orthodonist. That's great, you know,
16:59
Speaker 3: A you know how many friends I have or how
17:02
Speaker 3: many people like me. You know, what I care about
17:05
Speaker 3: is production. I want to know what are you doing
17:09
Speaker 3: to bring people in for consults. So that's how we
17:12
Speaker 3: measure our success to people. In practice, we report on
17:15
Speaker 3: all other stuff, and that other stuff makes a difference
17:18
Speaker 3: and we pay attention to it. But what's most important
17:22
Speaker 3: is we want to bring people that are educated and
17:26
Speaker 3: that are ready to start into the office. So when
17:29
Speaker 3: you compare us, maybe to some other marketing company that says, well,
17:33
Speaker 3: we can deliver eighty leads a month if you pay
17:36
Speaker 3: this amount or whatever, we don't play that game. The
17:39
Speaker 3: last thing I want as an orthodotist in my practice
17:42
Speaker 3: is a bunch of people that aren't ready to start
17:44
Speaker 3: that I'm wasting forty five minutes with my TC taking
17:48
Speaker 3: a pen, sitting down going on financial arrangements for them
17:51
Speaker 3: to tell me that, oh I thought it was going
17:53
Speaker 3: to be one thousand dollars, you know, and not start.
17:56
Speaker 3: So we want to educate them and we want to
17:58
Speaker 3: bring them in educated, ready to start. So that's the
18:01
Speaker 3: first thing. The other thing is that if you don't
18:04
Speaker 3: do this holistically and you just approach this in a
18:08
Speaker 3: piecemeal manner like I just wanted to, we get this
18:11
Speaker 3: all the time where Doc will call me and say, well,
18:13
Speaker 3: you know, I did Google ads and they don't work,
18:16
Speaker 3: so I don't want to do Google ads, or I
18:18
Speaker 3: just want to do Facebook ads. And we don't want
18:20
Speaker 3: to take on a client like that because we know
18:22
Speaker 3: it's not going to work. It's got to be a
18:24
Speaker 3: holistic approach where you're covering all of the different areas
18:28
Speaker 3: that are there. So in most patient management systems and
18:33
Speaker 3: you probably can attest to this, one of the weakest
18:37
Speaker 3: spots for me was in referrals and identifying where the
18:41
Speaker 3: referral came from. Yes, I used Ortho Track and it
18:44
Speaker 3: was great in many areas, but it gave me like
18:47
Speaker 3: three choices, the dentist, the patient or other. You know.
18:50
Speaker 3: And even if a patient would tell you that they
18:54
Speaker 3: were coming from Google, let's say, well, was it Google Ads?
18:59
Speaker 3: Was it Seo? Was it the website? Was it Google Reviews?
19:02
Speaker 3: Was it the Google Business page? So it's very difficult
19:06
Speaker 3: for practice to really identify where a lead is coming from.
19:12
Speaker 3: But we measure the number of new patient console requests
19:16
Speaker 3: that come in through the practice, and we have this
19:19
Speaker 3: patient queue system that not all docs use it, but
19:23
Speaker 3: it's very useful in tracking them along that funnel to
19:27
Speaker 3: coming into the office. Where are they You can text
19:30
Speaker 3: to them, they could text back, they could send their
19:32
Speaker 3: insurance information. This is all kind of pre sales things
19:36
Speaker 3: that I think needs to be nurtured. So it's it's
19:39
Speaker 3: not a linear process where a potential new patient just
19:42
Speaker 3: says I'm just going to look at a Google ad,
19:45
Speaker 3: then I'm going to call the office, or I'm going
19:47
Speaker 3: to see a Facebook and I'm going to call you office.
19:50
Speaker 3: They're going to do their research. They're going to look
19:52
Speaker 3: at reviews, they're going to look at the website, they're
19:54
Speaker 3: going to look at your social media listen to maybe
19:57
Speaker 3: a dental referral, maybe a mom at the soccer field
20:00
Speaker 3: or whatever. It's not quite so simple, but to be
20:03
Speaker 3: specific for you, because we are data driven. When we
20:06
Speaker 3: ask our clients for feedback in terms of what the
20:11
Speaker 3: ROI is on the amount that they're spending, what they
20:14
Speaker 3: tell us is that for practices that have been doing
20:17
Speaker 3: marketing let's say nine to twelve months more mature, that
20:21
Speaker 3: for every dollar that they invest typically they're getting back
20:25
Speaker 3: between six and ten x in productions. Chrichaz, Yeah, we're
20:29
Speaker 3: happy with that.
20:30
Speaker 1: Yeah, that's great.
20:32
Speaker 2: Hey, docs, let's talk about smile Sweet because it's not
20:36
Speaker 2: just another scheduling system. It's a game changer in the
20:39
Speaker 2: world of new patient management, and as a proud Smile
20:43
Speaker 2: Suite partner, I've witnessed the incredible impact it has on
20:46
Speaker 2: practices of all sizes. Smile suite means your new patient
20:50
Speaker 2: calls and web leads are expertly handled seven days a week,
20:54
Speaker 2: even during nights and weekends. And they offer top notch
20:58
Speaker 2: customizable presentation software where and seamless post consultation follow up.
21:03
Speaker 2: It's like having a secret weapon for your practice's success.
21:06
Speaker 2: Curious dive into the revolution at getsmilesuitet dot com and
21:11
Speaker 2: don't forget to mention hey docs to unlock some extra goodies.
21:15
Speaker 2: Elevate your practice with smile sweet, because every smile deserves
21:20
Speaker 2: a suite of excellence. And again, I know what is
21:25
Speaker 2: nice about what you guys do is you're going to
21:28
Speaker 2: help the docs really understand that. So you know, if
21:30
Speaker 2: it's a new doc listing and they're like, oh, that
21:32
Speaker 2: sounded great, but I don't even know that I would
21:34
Speaker 2: understand exactly what that means. That's part of this is
21:38
Speaker 2: having a team to kind of come alongside you. And
21:42
Speaker 2: I think those those marketing meetings are so important because
21:46
Speaker 2: the more you understand is a doctor, and the more
21:48
Speaker 2: you understand what's working and how your return is coming,
21:53
Speaker 2: it just helps you be better informed at making decisions
21:56
Speaker 2: for the future.
21:57
Speaker 3: Absolutely, and one of the other areas that I'm proud
21:59
Speaker 3: of that People in Practice is that we speak Ortho. Yes,
22:02
Speaker 3: I mean we speak Ortho. Everybody on our team has
22:06
Speaker 3: ORTHO experience or have been involved with orthopractices. So you
22:12
Speaker 3: don't have to tell us that you want to start
22:15
Speaker 3: a limited treatment protocol or that yeah, hey I want
22:19
Speaker 3: to try life Force. I mean we know it. We
22:21
Speaker 3: have the relationships with the companies, we coordinate, we have
22:26
Speaker 3: all of the graphics. I mean we know. This is
22:29
Speaker 3: something I hear all the time is that my other
22:32
Speaker 3: company I had to come to them with the ideas
22:35
Speaker 3: for the marketing. That doesn't happen with People in Practice.
22:38
Speaker 3: So yeah, thanks for giving me the opportunity to talk
22:40
Speaker 3: about it.
22:41
Speaker 1: Yeah, yeah, absolutely.
22:42
Speaker 2: Well, and let's talk about another program that you guys have.
22:46
Speaker 2: I know that you've got a Startup Plus program that
22:50
Speaker 2: you guys have developed specifically for helping startup practices get
22:54
Speaker 2: their marketing going.
22:56
Speaker 1: Would you mind just kind of diving into that, because I.
22:58
Speaker 2: Think this is a unique program that again I feel
23:02
Speaker 2: like a lot of times a lot of our bigger
23:04
Speaker 2: companies aren't necessarily always focusing on the difference between a
23:09
Speaker 2: startup practice and an existing practice and how those marketing
23:12
Speaker 2: needs may be a little bit different.
23:15
Speaker 3: Absolutely, and I will give credit to you for what
23:19
Speaker 3: I'm going to talk about right now, because you really
23:22
Speaker 3: gave us like a little bit of a slap in
23:24
Speaker 3: the head in terms of Look, you know, these residents
23:30
Speaker 3: are coming out, starting out. They don't have a lot
23:32
Speaker 3: of money, they have a lot of expenses, but they
23:35
Speaker 3: need a lot of the things that you do. So
23:38
Speaker 3: I mean your challenge to us was create something that
23:42
Speaker 3: they can afford to do, which is exactly what we did.
23:45
Speaker 3: So we call it startup Plus. But basically it starts
23:49
Speaker 3: with the differentiator. It starts with that triangulation that then
23:53
Speaker 3: diagram to identify what is the differentiator, and then from
23:59
Speaker 3: there develop a clear messaging document that speaks to the
24:03
Speaker 3: differentiations that everybody in the practice could understand and can repeat.
24:09
Speaker 3: You know, it's like a little elevator speech where doesn't
24:12
Speaker 3: take long. So we want everybody on board with the
24:15
Speaker 3: same messaging. And then from there, then the logo development starts.
24:21
Speaker 3: So the logo is a reflection of the messaging. Yes,
24:25
Speaker 3: the logo is not just some pretty thing that we
24:27
Speaker 3: decide to pick. The logo has to be a visual
24:30
Speaker 3: representation of the messaging. That's the identity, So we create
24:35
Speaker 3: the logo. Once the logo is created, we develop the website.
24:39
Speaker 3: That's the next step. Again, the website needs to be
24:42
Speaker 3: a reflection of them. Everything goes back to the north
24:44
Speaker 3: Star yep, the messaging, so everything is consistent, the look,
24:49
Speaker 3: the look of the logo, the look of the website,
24:51
Speaker 3: the wording, everything, and then when you come to the office,
24:55
Speaker 3: the same thing from the staff. So while all of
24:59
Speaker 3: that is going on, we develop some of their basic
25:02
Speaker 3: supplemental properties, their social media, their Google business page, their directory,
25:08
Speaker 3: so that all the messaging comes through no matter what
25:11
Speaker 3: platform that they're on. And then once all of that
25:15
Speaker 3: is put together, we're ready to launch it into the
25:18
Speaker 3: community and let people know we're here, who we are,
25:23
Speaker 3: what we stand for, and if you match with us,
25:26
Speaker 3: you've come to the right place. Yeah.
25:28
Speaker 2: I love that and I do appreciate We've had some
25:31
Speaker 2: conversations about this, but this is exactly you know and
25:35
Speaker 2: Docks as you're listening, this is again those foundations where
25:39
Speaker 2: are things building off of.
25:41
Speaker 1: And so many times I've got docs.
25:43
Speaker 2: That are like, ah, I'm just going to go do
25:46
Speaker 2: this from this and this from this, and they never
25:48
Speaker 2: really understand the importance of how it all has to
25:53
Speaker 2: play together. And I'll even tell you when I'm working
25:56
Speaker 2: with docs and we're even building out the interior of
26:00
Speaker 2: the practice, you know, we could be pulling on those
26:03
Speaker 2: colors that are maybe in our brand, or we could
26:06
Speaker 2: be pulling on our messaging or different things that we're
26:09
Speaker 2: working on that's pulling into that brand, and it transcends
26:14
Speaker 2: then into how we maybe answer our phones and communicate
26:18
Speaker 2: through email and text, into what's happening in our treatment
26:22
Speaker 2: coordinating room too. It's really I think it could be
26:26
Speaker 2: so easy to think about all of these pieces as
26:29
Speaker 2: just individual things out there, versus them being like this
26:34
Speaker 2: one big synergetic piece that all has to play together.
26:39
Speaker 2: Or I think you get a lot of brand confusion,
26:42
Speaker 2: messaging confusion, and you know, it's like I talk a
26:46
Speaker 2: lot about the kind of tongue in cheek here about
26:48
Speaker 2: sometimes I feel like we have a little bit of
26:49
Speaker 2: a catfish thing going on here where they see or
26:52
Speaker 2: hear one thing, but then they experience a different thing
26:55
Speaker 2: and it's like a little whiplash, like what in the world,
26:57
Speaker 2: Like this isn't what I saw online, or this isn't
27:00
Speaker 2: what I saw in person to what I'm you know,
27:03
Speaker 2: and it creates us not to have starts.
27:05
Speaker 1: I think a lot of time is what it ultimately
27:07
Speaker 1: comes down to.
27:09
Speaker 3: Yeah, and you know, Tunny, you mentioned color, but we're
27:11
Speaker 3: so like detail oriented that when we're developing a logo
27:15
Speaker 3: and website, we look at the competitors. We don't want
27:20
Speaker 3: the same colors.
27:21
Speaker 1: Yeah.
27:21
Speaker 3: So even though the docs might oh I love this shade,
27:25
Speaker 3: I said, if one of your competitors has been around
27:27
Speaker 3: and they're using it, we look for something different. But
27:30
Speaker 3: what you're saying is so true because it's confusing for
27:34
Speaker 3: moms to make a decision about where they're going to
27:36
Speaker 3: take their child. It is because they're bombarded with all
27:39
Speaker 3: of a lot of different messages. And if you could
27:42
Speaker 3: be consistent in terms of what yours is, you definitely
27:46
Speaker 3: have a heads up in terms of what's going on. Yeah.
27:49
Speaker 1: Yeah, that's great.
27:51
Speaker 2: So I'm wondering if you can talk just a little
27:53
Speaker 2: bit about You've been making some great points already, but
27:58
Speaker 2: how do you guys see yourself standing out against other
28:01
Speaker 2: marketing companies. What are some of those differentiators that you
28:05
Speaker 2: are using within your company.
28:07
Speaker 3: Well, I think that our holistic approach is probably the
28:11
Speaker 3: core of our success. So and when we understand the
28:17
Speaker 3: patient's decision making journey and understand that it's not a
28:21
Speaker 3: linear process, then you need to have no leaky buckets. Yeah,
28:26
Speaker 3: you need to cover all the bases, the reviews, the website,
28:29
Speaker 3: the socials, the ads. Anything less than that is going
28:33
Speaker 3: to yield a poor result. So we've learned that our
28:37
Speaker 3: success comes from our holistic approach, and we're selective in
28:43
Speaker 3: terms of who we work with for that reason, because
28:46
Speaker 3: what I don't want to do is I don't want
28:48
Speaker 3: to take your money and not deliver the result. And
28:51
Speaker 3: if you don't allow us to do what we do well,
28:53
Speaker 3: then there are plenty other companies that might be able
28:56
Speaker 3: to work with you, but it's not going to be us.
28:58
Speaker 3: And I don't want to sound the leadert I do
29:00
Speaker 3: believe strongly that this is what works and we stick
29:04
Speaker 3: to it, and that we're ORTHO based, not just me.
29:08
Speaker 3: Amy grew up in the ORTHO office. You know, everybody
29:11
Speaker 3: on the team, neither a TC an assistant, you know,
29:15
Speaker 3: worked in the front, worked in the back, understands how
29:19
Speaker 3: complex and orthdonic practice is. That's in our bloodstream. Yeah,
29:23
Speaker 3: you know, so just like there's orthdontic practices for different patients,
29:29
Speaker 3: there's marketing companies for different orthodontis as well. Yeah, so
29:33
Speaker 3: you know, we're probably some of the lesser known. We
29:36
Speaker 3: don't really do much advertising. Our referrals come from our
29:40
Speaker 3: current clients. We're happy and proud of that. We don't
29:43
Speaker 3: want to grow to be like some big monster where
29:46
Speaker 3: we want to keep it tight, keep it under control,
29:48
Speaker 3: and deliver success. So I say that's it.
29:51
Speaker 1: Yeah, that's great.
29:53
Speaker 2: Well, you and I have both been in this industry
29:55
Speaker 2: a long time, and I'm sure we can both say
29:58
Speaker 2: we've seen a lot of changes over the years, and
30:01
Speaker 2: I'm wondering if you can just talk a little bit
30:04
Speaker 2: about what you have seen and what you maybe predict
30:09
Speaker 2: for the future for some of the changes that have
30:13
Speaker 2: helped towards success. But maybe also just when we're thinking
30:17
Speaker 2: about marketing, what should we be aware of when we're
30:20
Speaker 2: looking into the future that maybe you've got some insight
30:23
Speaker 2: on for us.
30:25
Speaker 3: Well, I mean, I could tell you what an indicator
30:30
Speaker 3: for me is of the success of an orthodonis that
30:34
Speaker 3: comes to us. So you know, Northouns that calls me
30:37
Speaker 3: and I have a conversation with them. I can pretty
30:41
Speaker 3: much tell in that conversation, asking a few questions, talking
30:46
Speaker 3: how successful that practitioner is going to be. And it's
30:49
Speaker 3: based on their ability to adapt and change. That is
30:53
Speaker 3: the biggest factor. A doc that's open to reevaluating what
30:59
Speaker 3: has worked in the past, asked knowing that what brought
31:02
Speaker 3: me here may not bring me there, understanding that those
31:06
Speaker 3: are the docs that are going to always do well.
31:09
Speaker 3: And the young ones, you know, I'm with residents all
31:12
Speaker 3: the time. They're open to anything. You know, they haven't
31:16
Speaker 3: been indoctrinated. Ye I have colleagues, believe it or not.
31:20
Speaker 3: I have colleagues that are treating cases exactly the way
31:25
Speaker 3: they were taught thirty years ago and has not changed.
31:29
Speaker 3: This is the way I was taught in school. This
31:32
Speaker 3: is the way I'm going to do it. This is
31:33
Speaker 3: the way I'm going to do it forever. Don't take
31:35
Speaker 3: any courses, don't do any reading, don't expose themselves to
31:39
Speaker 3: anything new. They just keep doing it in the same thing.
31:43
Speaker 3: I mean, that's just not going to work. So being
31:46
Speaker 3: open minded and being adaptable, I think are the biggest
31:50
Speaker 3: indicators for success in an orthodontic practice because things changing quickly. Now,
31:56
Speaker 3: if you're why one I'm most excited about and what's
31:58
Speaker 3: coming down the road, it's going to be AI. And
32:01
Speaker 3: you know, if we meet again, let's just talk about AI.
32:04
Speaker 1: Right's let's do it because.
32:05
Speaker 3: We could fill the whole thing about AI, because right
32:09
Speaker 3: now there are so many applications and some of them
32:13
Speaker 3: are currently already. In dentistry, there is now the ability
32:16
Speaker 3: to run a bite wing X rays through AI that
32:19
Speaker 3: could detect carries better than the human eye, so that
32:23
Speaker 3: you can treat incipient carries proactively and avoid more complex problems.
32:29
Speaker 3: But in ORTHO, it's very interesting because the data out
32:34
Speaker 3: there once that's harnessed, I don't see too long into
32:38
Speaker 3: the future where I'll be able to create a treatment
32:42
Speaker 3: plan on whatever platform I'm using and run it through
32:46
Speaker 3: an AI program that's going to tell me that, based
32:50
Speaker 3: on your treatment plan, you have an eighty seven percent
32:54
Speaker 3: chance of success. Wow, And if you do, if you
32:57
Speaker 3: make these changes, you will have a ninety four percent
33:01
Speaker 3: chance of success. Now, I don't see that as a threat.
33:05
Speaker 3: I see that as just having additional data and information
33:10
Speaker 3: to make better informed decisions for my patients. Yeah, but
33:15
Speaker 3: that's the stuff that's coming down the road, and I
33:18
Speaker 3: find that very exciting. Of course, there is concern about
33:22
Speaker 3: who's going to provide that data, how's that going to
33:24
Speaker 3: be utilized, things like that, But I think were living
33:28
Speaker 3: in interesting times.
33:29
Speaker 1: Joe, Yeah, Oh for sure. I totally agree.
33:31
Speaker 2: And there's a lot of disruptors that are making their
33:34
Speaker 2: way into our industry, and I think AI is definitely
33:37
Speaker 2: one of those that is going to do good things.
33:40
Speaker 2: I know there's always pros and cons to everything, but
33:43
Speaker 2: I'm an optimist as well on that.
33:46
Speaker 1: Well, this has been just a joy, and.
33:49
Speaker 2: I can't believe that we're already at a point where
33:52
Speaker 2: we're starting to come to the end here. If we
33:54
Speaker 2: were to finish up here and you were to say, hey,
33:57
Speaker 2: I've got just three really important things, I mean, you've
34:00
Speaker 2: already given us so much information. But if a doc
34:03
Speaker 2: is out there and they're thinking, gosh, you know what,
34:07
Speaker 2: maybe it's just time for me to rebrand or get
34:10
Speaker 2: back on track with things, or a new startup doc
34:12
Speaker 2: that's saying this so makes sense to me. I've talked
34:15
Speaker 2: to a lot of different companies, but this really resonates
34:18
Speaker 2: with me.
34:18
Speaker 1: What's three points that you could kind of leave us
34:21
Speaker 1: with that.
34:22
Speaker 2: You would tell docs to be thinking about if they're
34:24
Speaker 2: thinking about starting a marketing journey or maybe a rebrand
34:28
Speaker 2: website journey.
34:30
Speaker 3: Well, you know, I would say that the messaging has
34:34
Speaker 3: to come first, no matter who you're dealing with. If
34:37
Speaker 3: you're already committed to a company, I would proactively bring
34:41
Speaker 3: this up and say what is our messaging and help
34:44
Speaker 3: me to determine that. To me, that is paramount. The
34:48
Speaker 3: other thing I would say is that, and this has
34:51
Speaker 3: been true in my career, is I've never regretted spending
34:55
Speaker 3: money with smart people. I never regret regretted bringing in
35:01
Speaker 3: a consultant into my office or in marketing and went
35:07
Speaker 3: with whoever was best and paid that amount, And even
35:11
Speaker 3: though it was more than I'd spent in the past,
35:14
Speaker 3: I've never regretted that decision. And I could tell you
35:18
Speaker 3: that it's a lot less expensive to start out and
35:23
Speaker 3: do things from the ground up properly than it is
35:26
Speaker 3: to come in and try to unwind something that isn't
35:30
Speaker 3: working and redevelop something else and read brand and start
35:35
Speaker 3: from zero. That you know, I'm there with a lot
35:38
Speaker 3: of our clients and it's not where I prefer to be.
35:42
Speaker 3: And it's much more complex and involved. So if you
35:46
Speaker 3: could make your decision whoever you decide to work with,
35:50
Speaker 3: go with whoever you feel would be best for you,
35:53
Speaker 3: and bite the bullet and do it and you won't
35:55
Speaker 3: regret it.
35:56
Speaker 2: Yeah, now, well that's that's great good sage advice there.
36:00
Speaker 2: So if somebody wants to get a hold of you
36:01
Speaker 2: or Amy or you know.
36:03
Speaker 1: People in practice, where can they do that? How can
36:05
Speaker 1: they do that? What's going to be the best way?
36:07
Speaker 3: Well, I'm on a live chat pretty much all the
36:09
Speaker 3: time on our website. So if you go to Pplpractice
36:13
Speaker 3: dot com psn't Peterpplpractice dot com. I'll pop up live
36:18
Speaker 3: and you know, I use Slack and I have my
36:20
Speaker 3: phone and if you're on there and you want to
36:22
Speaker 3: say hi, I'll say hi back, and that's probably the
36:25
Speaker 3: simplest and easiest. Or you can email me. It's leonatpplpractice
36:30
Speaker 3: dot com.
36:31
Speaker 2: So either way, great, wonderful. Well this has been again
36:34
Speaker 2: such a treat having you on. I've been looking forward
36:38
Speaker 2: to this and one of the ways I like to
36:40
Speaker 2: finish a paydos is to do a little bit of
36:42
Speaker 2: a speed round.
36:43
Speaker 1: Are you ready for the speed round? Challenge.
36:46
Speaker 3: You know, Jill, this is the part that I did
36:48
Speaker 3: not want to do. I thought maybe if I could
36:50
Speaker 3: talk long enough that we've run out of time and
36:53
Speaker 3: you wouldn't do this part of it. But I'm ready
36:55
Speaker 3: for the for the Jill Allen speed around absolutely all right.
37:01
Speaker 1: If you could start any business right now, what would
37:03
Speaker 1: it be?
37:05
Speaker 3: Oh, I'm living the dream. I'm living the dream, I think.
37:09
Speaker 3: I mean, that's all I could say.
37:11
Speaker 1: You know, it's so interesting.
37:12
Speaker 2: I have a lot of people that say almost that
37:14
Speaker 2: exact answer, which I think is awesome. Right, How wonderful
37:17
Speaker 2: to be in a place where you're doing what you love.
37:20
Speaker 2: That's what I hope we all all get to be.
37:22
Speaker 2: What's the best investment you've ever made?
37:27
Speaker 3: My education? And hiring people that are smarter than me,
37:32
Speaker 3: that's a good one. Yeah. Yeah, people in practice, that's
37:36
Speaker 3: what we do.
37:37
Speaker 1: Yep, that's great. How do you handle work related stress?
37:42
Speaker 3: I think just having a good work life balance. When
37:45
Speaker 3: I was in practice, I have three daughters. I never
37:48
Speaker 3: missed the dance recital for you, So I think that
37:51
Speaker 3: keeping that work life balance is the best way to
37:54
Speaker 3: manage stress.
37:54
Speaker 1: Yeah.
37:55
Speaker 2: For me, it was, Yeah, Yeah, for sure. What I
37:58
Speaker 2: think I know the answer to this one. But what's
38:00
Speaker 2: one trend in our industry you're excited about.
38:04
Speaker 3: I'm telling you artificial and.
38:05
Speaker 2: A little slim downe there on that one.
38:08
Speaker 3: Yeah, yeah, yeah yeah.
38:10
Speaker 2: And then to finish us off, what's the most valuable
38:12
Speaker 2: piece of advice you would give someone just starting their career?
38:16
Speaker 3: You know, I talk with residents all the time, so
38:19
Speaker 3: I tell them to stay optimistic that they're living in
38:23
Speaker 3: the greatest time to be an orthodonist. It's just that
38:26
Speaker 3: they have to figure out how to do it. Yeah,
38:28
Speaker 3: And I think residents, in my experience of coming out
38:32
Speaker 3: with a lot of debt and a lot of some
38:34
Speaker 3: of them in a lot of despair and wondering whether
38:36
Speaker 3: they might made the right decision. Orthodonics has been, is,
38:42
Speaker 3: and will be the greatest profession that you could imagine.
38:45
Speaker 3: You're going to make a lot of money, You're going
38:47
Speaker 3: to be successful as long as you stay open minded
38:51
Speaker 3: and hire people like Jill Allen to help you with
38:54
Speaker 3: your practice.
38:55
Speaker 2: Well, thank you, thank you for saying that. Well, this
38:57
Speaker 2: has been again wonderful. Thank you so much for just
39:01
Speaker 2: giving us some good insight into what you guys are
39:05
Speaker 2: doing and how you're helping our orthodonic community, and I
39:08
Speaker 2: really appreciate it because we've got a lot of docs
39:11
Speaker 2: out there that are starting practices, and it is so
39:15
Speaker 2: nice to have businesses out there that focus on helping
39:19
Speaker 2: orthodontics be successful.
39:20
Speaker 1: So thank you, and.
39:22
Speaker 2: And I do want to have another podcast where we're
39:25
Speaker 2: going to talk about AI.
39:26
Speaker 1: I'm excited about that one.
39:28
Speaker 3: Great sounds great.
39:30
Speaker 1: All right, thank you, CEO.
39:31
Speaker 3: Thanks again.
39:33
Speaker 2: Are you ready to start a practice of your own,
39:36
Speaker 2: need a new fresh set of eyes or some advice
39:39
Speaker 2: on your existing practice?
39:41
Speaker 1: If so, reach out to me Jill Allen.
39:43
Speaker 2: At www dot practice results dot com. If you like
39:48
Speaker 2: what we're doing here on Haydocks and want to hear
39:50
Speaker 2: more of this awesome content, be sure and give us
39:53
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