Latest / Hey Docs! / The Balancing Act: AI Automation vs. Personalization in Digital Orthodontic Marketing

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The Balancing Act: AI Automation vs. Personalization in Digital Orthodontic Marketing · Hey Docs!

0:02
Welcome to the hay Docks Podcast with your host Jill Allen. Today I have
0:07
Jeff Slater from Kaleidoscope joining me on the show. With AI becoming such a
0:11
prevalent topic in everything these days, I thought it would be time to have
0:16
the chat about what it is and how we should or should not be using
0:21
it in our practices. From Google pay per click ads to AI pitfalls,
0:26
we have a lot to cover, so let's dive in. Hey docs,
0:33
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smiles sweet, because every smile deserves a suite of excellence. Jeff, I
1:23
am so excited to have you on Haydocks today. In the event that somebody
1:30
hasn't had an opportunity to meet you yet or talk with you yet, would
1:33
you mind just kind of talking to us a little bit about yourself and your
1:36
role at Kaleidoscope. Yeah, for sure. I'm the VP of Operations at
1:41
Kaleidoscope. And also, thank you, Jill. It's really exciting to be
1:44
to be here with you today. And I actually started as Mary Kay's first
1:48
full time employee. So a lot of people in our industry recognize Mary Kay.
1:52
They know her name, the original orthopreneur, you know, orthodontic,
1:56
SEO and web design. And back when her office was in her house she
2:00
had a bedroom converted to an office. I would sit next to her three
2:02
feet away and just look over her shoulder and listen to what she said and
2:07
do her research and do her proposals and really just learned everything on the job.
2:12
And that was probably twenty eleven. So here we are now at twenty
2:15
twenty four, and essentially her right hand now on most things Kaleidoscope. Oh
2:20
that's great. One of the reasons that I was like, Oh, I
2:23
really want to have you guys on is I also feel like you always have
2:28
a really great pulse on what is going on out there when it comes all
2:31
things Internet. And I feel like there has been such a hot topic lately
2:38
around AI. And you know, we can write us, you know,
2:42
about anything we want. Now. It can design people to be in our
2:46
ads. I mean, it can kind of do it all. But what
2:49
I want to just kind of pick your brain a little bit about how you
2:53
are seeing AI in our industry being used, and you know what we are
2:59
seeing coming at us maybe for twenty twenty four and I think, you know
3:02
beyond for sure. Yeah, I think it can go a lot of directions.
3:07
Right. So with a marketing side of things, it's really content creation
3:12
and AI making our lives a little bit easier coming up with ideas. Maybe
3:16
I have an idea, but I haven't fleshed it out, so I just
3:19
need more text. I need more content behind it. So we can use
3:23
AI tools like a chat GPT to feed in our prompt. Here's what I'm
3:28
looking for more text on here's my idea? Help me flesh it out and
3:31
then take what gets spit back and now you're into the editing phase, right,
3:36
you kind of get to fast track that first draft process. I've got
3:39
my idea, give me my first draft, and then let me put some
3:44
human touches on it and sort of fine tune it from there. Are you
3:46
seeing a lot of doctors that are starting to use this when they're trying to
3:51
develop out maybe their content on their websites, or are they using it more
3:55
in their social ads? Like? How are you seeing an advice seeing docs
4:00
use that? You know, for the most part, it really is in
4:02
that initial content creation. And I talk with doctors a lot who are maybe
4:06
delegating this to their teams. I don't talk to a lot of doctors who
4:11
are boots on the ground doing this creation themselves. I think they understand that
4:15
it can save time for their teams and they want to empower them to be
4:21
as efficient as possible. But also, at the end of the day,
4:25
you know that that end result has to translate and engage for the target audience.
4:30
Right, So we don't want to get efficient and save time just for
4:32
the sake of that if the end result is not going to resonate with the
4:36
target audience, then you're not really accomplishing the desired goal. So I think
4:41
a lot of doctors are wisely kind of taking their time with the exposure to
4:46
this. And are we really going to jump in with both feets or are
4:48
we going to sort of take a wait and see approach. Are we're going
4:50
to gradually incorporate this into what we're doing with our marketing. I do think
4:56
it makes a lot of sense to kind of take a slower approach to it
5:00
and not just try to automate everything in your practice. Right, it doesn't
5:02
always make sense for every piece of content that we're trying to create. I
5:06
can totally see that, and I love what you said. We still have
5:11
to make it personalized, right. We can't just have it right in our
5:15
voice or our tone and think that it's going to sound exactly like us.
5:19
We still need our personal touch on that. So can you talk a little
5:25
bit about how AI is affecting Google and local search results? Because I think
5:30
this is such a big deal. We get in, you know, we
5:33
know all of the things from a startup aspect that we have to set up
5:38
for our practices, and now we've got AI kind of messing with us a
5:42
little bit, especially when it comes to our Google Business page. So I'm
5:46
wondering if you can kind of talk to us about what you guys are seeing
5:50
and what doctors are encountering a little bit out there. Yeah, I mean,
5:55
I'm in the trenches with this every day. We're living this right now
5:58
as far as Google, and it really comes down to them cracking down on
6:02
spam. So what Google intends to do is eliminate fake businesses from showing up
6:09
in Google Maps and on Google Search. So in that pursuit of eliminating spam,
6:14
they're making it harder for real businesses to get verified. It used to
6:18
be pretty straightforward if you're a startup in a new building. Once you can
6:24
receive mail, you can get a postcard to your office with a pin number,
6:27
and you just verify your profile. You're good to go. You could
6:30
sometimes do this weeks, even a couple months before you were open. If
6:33
the postal service was delivering mail, you could get verified, start grabbing a
6:38
couple of reviews, maybe get a little traffic. Now it is harder than
6:42
ever to get verified before you're actually open. So Google is getting really strict
6:47
on are you actually seeing patients, Are you actually a real business that is
6:53
operational, or are you still under construction. So what we're seeing a lot
6:57
more of is video verification call so instead of that postcard. Now Google wants
7:02
to get on a FaceTime with a doctor and they say, show me your
7:06
main entrance, show me your exterior signage, show me your treatment era,
7:11
your reception area. We had one doctor. Google said show me your supply
7:14
closet with your brackets and your bands and everything you're going to use. So
7:17
they're really kind of cracking down, and it's making life tough for startups because
7:24
you know, you're juggling a lot of things when you're trying to open your
7:27
doors. You're doing construction, you're doing staffing and life and everything that's going
7:30
into it. The internet side, you know, just one more thing to
7:33
worry about. And you know, doctors want to have that visibility, Like
7:38
I'm about to open in a couple of weeks, I need to be showing
7:41
up on Google Maps. You got to get me on there, and we
7:44
have to tell them, you know, pump the brakes. Google knows you're
7:46
not open yet, and if you try too hard to force this, you
7:50
could actually create more problems, more lasting problems down the road. The one
7:55
thing that I have also been hearing, which just to me kind of makes
8:00
me cringe a little bit because it feels like, you know, we're told
8:03
all the time, be careful with the information you give out, be careful
8:07
with the information you give out. But I know we've had a couple incidences
8:11
and I've had it at other points too, where Google is actually asking to
8:16
see maybe even some of our business in corporation paperwork. And again to me,
8:22
I'm like, oh, that's super cringe, where they like, I
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don't even know who's this is on the other end, and you know,
8:28
it feels like somebody could be, you know, scamming us a little bit.
8:31
Can you talk to that a little bit and what you guys are seeing
8:35
there? Yeah, for sure. As far as business documentation, this is
8:39
going to be more on the advertising side for Google Ads. So usually if
8:43
we're talking your Google business profile, you want to show up on maps,
8:46
you want to get your reviews going, that's not going to require the documentation.
8:52
It's with advertiser verification where if you're running Google Ads, Google wants to
8:58
see proof that the business this name, your advertising under is actually your business.
9:03
So we run into problems if your corporate papers maybe have your own doctor
9:09
name, your personal name, but you're advertising under a brand, and Google
9:13
will say you know, your account has been selected for advertiser verification. Please
9:18
upload you know, front and back of your driver's license. Please upload an
9:22
official tax document or your articles of incorporation or your ei N paperwork from the
9:28
IRS utility bill that shows your business name at that address. So if the
9:35
names don't match, you can get rejected. And if you can't pass this
9:39
verification, Google will stop your ads. And one of the biggest problems is
9:45
back to the piece of AI. It's usually not a person at Google that's
9:50
reviewing your documents and connecting the dots and saying, okay, doctor Smith is
9:52
here, doctor Smith owns you know, smile orthodonics kind of thing. It's
9:56
a it's a program, right, So you upload your doctor documents, it
10:00
goes through the AI program, and if that program cannot authenticate your business,
10:05
they'll just stop your ads right where they are. So we tell doctors a
10:09
lot, try to get your corporate paperwork established under the name that you want
10:13
to do business as. If you can't do that, or if you know,
10:16
sometimes that ship has already sailed, You've already got your your corporation set
10:20
up, and now you decide your business name. It doesn't always happen sequentially,
10:24
right. Sometimes you'll get your paperwork thinking I have to get this out
10:28
of the way. Then you talk to a marketing agency like Kaleidoscope, and
10:31
we're helping you come up with a business name for your target market that's maybe
10:35
search engine optimized, you know, to set you up for long term success.
10:39
Now you're using a business name that doesn't match your documents. Here's the
10:43
issue that we've created. So at the very least, you want to have
10:46
a DBA, you know, a doing business as agreement. In some states
10:50
it's a fictitious name agreement, so that you can upload the documentation to help
10:56
the algorithm, help the AI connect the dot because again it's really hard to
10:58
get a person on the phone and explain it, because while it makes sense
11:03
to us, you have to convince the machine also to approve it. I
11:07
would have never thought even three years ago that even the information that you just
11:13
said that they're asking for, we would be uploading just to whoever happens to
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be on or whatever machine is out there that's you know, that's looking at
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it, and again, it just feels so wrong. And yet I know
11:28
that a lot of doctors are really running into this problem where you know,
11:33
they're probably like me, going, well, we've been told all along,
11:37
don't give out your your driver's licens, don't give out your social Security number,
11:39
don't give out your you know, and it feels like we're just giving
11:43
away the keys to the castle. And who knows, you know, is
11:46
this for real or not. It's kind of crazy. But I'm glad that
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you're talking about that, because I do believe this is kind of maybe the
11:52
not you know, so pretty side of AI. I think AI helps us
11:56
in a lot of ways, but it's not so great in some of these
12:00
other areas. And will adapt and overcome, for sure, but I think
12:05
that this initial phase is pretty tough, and I believe is going to make
12:07
it really hard for doctors in this next year, year and a half or
12:11
so until we really get this figured out. Would you agree? I would
12:15
agree? Yeah, these are you know, if you want to call them
12:16
table stakes, right, this is this is these are table stakes now like
12:20
they have changed. This is what you need if you want to participate in
12:24
Google's ecosystem, right, they make the rules, they do whatever they want,
12:28
and we have to follow along behind. And if you don't want to
12:31
play along, Google does not care. They're still going to make billions and
12:35
billions of dollars off of all the other businesses who do follow their rules.
12:39
So if a couple of small businesses decide not to upload their driver's license or
12:43
their passport because they just don't want to share that information with Google, I
12:48
got news for you. If Google wanted it, they get it even if
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you don't upload it. Like Google can find your driver's license number, you
12:54
know, Like I kind of have my own. I've made my piece with
12:58
this. When I'm giving my credit card and we might PayPal information. Am
13:01
I on a safe device and my honest, secure network. I kind of
13:03
go. I'm not worth that much for this to matter. And if a
13:07
bad actor out there wanted my data bad enough, I'm not going to stop
13:11
them from getting it. So I may as well just live my life and
13:13
try and do whatever I can to help my business be successful. So that
13:18
could be the tax documentation or the articles of incorporation, whatever else it may
13:22
be. How are some other ways that you are seeing AI impact us maybe
13:26
on that Google ad space side, and what's happening, you know, even
13:31
with our pay per clicks and all of that. Yeah, good question.
13:33
So the verification is the biggest piece, you know, just making sure that
13:37
Google trusts your business, and that's kind of the barrier to entry. If
13:41
you don't have that piece, then none of this, none of the rest
13:43
of this stuff matters. The advertising algorithm itself is now teaming with AI.
13:50
I mean, Google has injected so much AI into its advertising program to the
13:54
point now that we used to as advertisers be able to run what we're called
13:58
text ads or standard text ads, where we control every letter, what's the
14:03
message, what's the call to action, what does the link say, where
14:07
does the click go? We would have a lot of control. Now,
14:11
pretty much all Google ads are what it's called dynamic, which basically means that
14:15
when a user types in their search term on Google, the ad is created
14:18
in those milliseconds by the algorithm based on a number of signals. So the
14:24
actual search term is of course an important signal. The search history and behavior
14:28
of that specific user is part of it. The advertising ecosystem in their area.
14:35
What are the other advertising campaigns doing. Also what are other users in
14:39
that area engaging with what seems to be successful? And another big piece is
14:43
proximity or physical location. You'll hear a lot of buzzwords like geo targeting or
14:50
hyper local, and what that means is Google knows where pretty much everyone is,
14:56
and that includes the users and the businesses. So your physical locationation has
15:01
a huge impact on the ads that are going to be served to you,
15:05
more so than specifically what you're typing in. And you've probably seen this in
15:07
your own experience. If you're sitting at home and if you're on vacation,
15:11
you type in coffee shop near me, and then you leave the airbnb,
15:15
you drive five minutes name direction, do the same search coffee shop near me.
15:18
You get completely different results, right because Google knows you moved and therefore
15:24
the relevant businesses for your search. That whole landscape has also changed. So
15:30
everything is kind of evolving in real time, and it's AI that's driving a
15:33
lot of this and making a lot of these decisions. So Google's even taking
15:37
away some of our control, some of our ownership over what the ads say
15:43
and when they show up, and letting their own programs make a lot of
15:46
these decisions. Wow. I suppose in some ways it's great because it's just
15:50
continuing to really drill it down and really get it to who our target audience
15:58
may be. But on the other hand, wow, that they're kind of
16:02
taking the creative component out of it or what we may you know, keyword
16:07
we may use, or something that we think is you know, something that
16:10
makes us stand out that may be kind of going by the wayside. It
16:12
sounds like maybe a little bit definitely, and we have to be more creative
16:18
in how we can still have an impact. And part of it there is
16:21
still expertise that goes on kind of behind the scenes with the optimization, with
16:26
the setup, with where you're moving your budgets around in different keyword sets.
16:30
You know, there is still an art and a science to it. It's
16:32
not as simple as well, just set it and forget it. You know,
16:34
the playing field has not been leveled to that degree to where you know,
16:40
the layperson can just plug in a budget and a couple keywords and be
16:42
on the same level as an expert who's been doing it for ten, fifteen,
16:45
twenty years. Maybe the golden age for orthodontic pay per click has passed
16:51
us by when we could get all the traffic, and you know, most
16:53
of your competitors weren't even running ads, So you're paying a couple bucks a
16:56
click and you're one of the only ones who's even bothering to do it.
17:00
So it has gotten more competitive and we do have more noise to kind of
17:04
stift through. But that's also where you get into like what's your landing page
17:08
look like, what's your offer? You know, are you giving a discount?
17:11
Are you engaging those users? You know? After the click, you
17:15
still have to create that experience of Okay, Google's controlling a lot of stuff
17:19
from the time they type in the search to clicking on an ad, but
17:23
where they end up after they click, that's still where marketers and advertisers have
17:27
a lot of work to do to Okay, you got that click. Now
17:30
you have to engage them, keep that attention, drive them to that desired
17:34
action right, which is usually call your office or fill out that form.
17:37
So there is still a lot of work to be done even after you know
17:41
the ad shows up and somebody clicks on it. Ah, such good information,
17:45
So how do you see AI you know, kind of working like you
17:49
were? You were just kind of breaking that down. But any other areas
17:52
within our marketing industry that you're really seeing that kind of pull in, it's
17:57
really going to be with your content in your chatbots. If you've been in
18:02
some of the conferences and some of the lectures where you've got AI experts who
18:06
are peddling at the latest and greatest, you know, product that uses AI
18:10
to you know, take a prospective patient from they hit your website. You
18:14
know, AI can answer all their questions and get them scheduled and do you
18:18
know ninety five percent of the heavy lifting. Sometimes I think they go a
18:21
little too far where they say this is going to save you, you know,
18:23
hundreds of hours a year, or this is going to eliminate hours of
18:29
meaningless mundane tasks, And I'm sitting there going, that's somebody's job, Like,
18:33
that's a real person who's who's doing this work. So they can paint
18:37
a very rosy picture of how automation is going to make you so much more
18:41
efficient and so much more profitable. But I think with anything you have to
18:45
look at it through the lens of orthodonics, and in our industry, it's
18:51
a very specialized profession and people aren't just looking for the cheapest, easiest,
18:56
fastest, most automated. People want to know who am I going to be
19:00
talking to, who's going to be treating me, or who's taking care of
19:03
my kid. They want to talk to a real human. So if you
19:06
talk to the AI people, they'll say, this is the greatest thing since
19:08
slice bread. I can have a robot do all this stuff. A lot
19:11
of people are not as excited about the rise of the machines, and so
19:18
a lot of our prospective patients who are contacting our offices may not be so
19:22
thrilled about being deflected to a chatbot or having AI, you know, answer
19:27
their questions. They still want to talk to a real person. So,
19:30
going back to what I said earlier, we kind of need to pump the
19:33
brakes here and understand that having the human element and the human touch, especially
19:38
in orthodontics, is still hugely important. Hey, docs, let's talk about
19:44
consumer experience for a minute, Specifically, the kind of experience where you purchase
19:48
an item or a service that you've been excited about only to be let down
19:52
or disappointed by the actual product or experience. Not a good way to start
19:56
a relationship. That's why relationships are so highly valued at GC Orthodonics because they
20:03
are truly dedicated to the orthodonics specialty. GC Orthodonics is a leading provider of
20:10
tomy orthodonic appliances, quality products that have serviced the orthodonic community for well over
20:17
fifty years. They are focused on providing total solutions that include both digital and
20:22
analog orthodonic treatment modalities like brackets, indirect bonding, and clear aligners. It's
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time to build a long term relationship with a company that is dedicated to delivering
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total solutions to your practice. Visit GC Orthodonics at www dot Gcamerica dot com,
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forward slash Jill Allen and see why countless leading clinics have made the switch.
20:52
By now we all know. I talk to a lot of doctors and
20:55
give advice to practices in every stage of their life cycle. And one question
21:00
and my docs ask all the time, is who do you recommend for marketing
21:03
to attract more new patients from the Internet. My answer easy, I have
21:07
been recommending Mary K. Miller and her team at Kaleidoscope for the better part
21:12
of a decade. Why they are thorough, professional and transparent. Kaleidoscope Digital
21:18
marketing is who you want to talk to because they understand how to market in
21:22
the orthodonic world, and they offer tools that are affordable and easy to use.
21:26
I'm telling you, if you're looking to step up your digital presence,
21:30
Kaleidoscope should be your first call. Go to contact KL dot com to request
21:37
your free digital marketing consultation. That's contact KL dot com. I'm kind of
21:44
curious any other challenges. I mean, you've been bringing up some great ones,
21:48
but any other challenges that you think that besides the personal component that you
21:52
think we need to be aware of when we're kind of finding that balance,
21:57
finding our way as we're going down this path. Right, Yeah, because
22:00
you can automate until you're blue in the face, but if the patient experience
22:03
isn't good, you're going they're going to stop calling you and stop showing up,
22:07
and you'll have a fully automated practice with no patients to come in and
22:11
keep the doors open. So one of the other pieces I would mention is
22:15
with AI, Google's always kind of had the mentality of move fast and break
22:19
things. I think any big tech company, you know, Meta and Amazon,
22:23
move fast break stuff. Right, So let's write the technology, let's
22:26
write the Codelet's see what it can do, and then when we find the
22:29
bugs, let's just fix them as they come up. Right, it's not
22:32
going to be finely tuned when they roll it out, and the business owners
22:37
and the consumers we kind of bear the brunts of this. They use us
22:40
as their guinea pigs. What we're seeing now is really just more volatility.
22:45
So what I would tell listeners of this podcast is to keep a close eye
22:49
on your data, on your rankings, on your Google business profile. There's
22:55
always been the potential on Google for things to change overnight. Right they'll they'll
23:00
make an update and they won't tell everybody. Sometimes they'll announce their updates.
23:03
A lot of times they don't, and your rankings can change, or your
23:07
information can change, your profile can drop out of the maps, and you
23:11
get sent scrambling what happened? What do I have to do to get this
23:14
back? So I think being vigilant and paying close attention is more important than
23:19
ever. So you know, ideally you have either the doctor or somebody on
23:23
the team who's checking Google a few times a month. Where's my stuff?
23:26
Am I still showing up? Let me check my rankings. We had one
23:30
client where they've been in practice for years. They actually started fifty years ago,
23:36
and the initial doctor sold it to one of our clients, and just
23:41
at the drop of a hat, overnight, no warning, their profile disappeared
23:45
from Google Maps, and they got an email that said, your Google Business
23:48
profile has been disabled, and the reason was Google determined their business did not
23:55
exist, which we know is completely untrue. It's been in the same location
24:00
and for literally almost fifty years, and we've now been trying to troubleshoot this
24:04
for them. And it goes back to making sure your information is accurate and
24:10
consistent and that it matches across the board. Because Google's algorithm, in a
24:15
lot of ways, is like a big spreadsheet, right, So your business
24:18
profiles, your business listings are all like individual cells on that spreadsheet. If
24:23
you have errors, inconsistencies, things don't match. That's like when you have
24:27
a formula that's broken, right, and your Excel spreadsheet has a little exclamation
24:32
point warning formula doesn't work. That kind of thing. Google's algorithm picks up
24:36
on those, and if you have enough of them, or a severe enough
24:38
one, like on your Google business profile, the algorithm will just just knock
24:42
you out, just kick you out, and so now you have to go
24:45
through help forums and emails. And again you can't pick up the phone and
24:51
call Google and say hey Google, help me out, like oh yeah,
24:53
okay, sorry about that, We'll go ahead and fix it. You have
24:56
to go through these very limited, very automated channels, and it's there's no
25:00
guarantee that's a happy ending. So again, with the challenges and the pitfalls,
25:07
we're just seeing more volatility. And it's always been unpredictable. It just
25:10
seems like it's accelerated the unpredictability that was already there. It's a tough thing
25:15
because I feel like as business owners, we have so much to think about
25:19
already running our businesses. I kind of feel like the last thing we're thinking
25:25
about is our Google business page or up til you know this last you know,
25:29
year and a half, two years, it really has kind of been
25:33
a no brainer. You put it in play, and it's kind of this
25:36
static thing that just does its thing and we don't have to think about it
25:40
anymore, which is you know, really making me think, gosh, what
25:44
are the protocols, whether we're newer practices or existing ones that we should have
25:49
in place, Especially as we continue just like in our industry, you know,
25:55
we see all this automization and all of these digital components coming into play
26:00
within even just what we're doing within our offices, and now it makes me
26:04
think, gosh, do we need to have you know, as part of
26:07
like our end of the month you review, we're reviewing our financials. Do
26:11
we need to kind of take an inventory of our just kind of our social
26:15
you know components, you know, like you just said, are we still
26:18
showing up on Google? I don't even think I would think as a business
26:23
owner to even think about, well, why wouldn't I be on Google?
26:27
Or why you know, my patients have been able to find me for the
26:30
last five years. Why wouldn't they all said not be able to see my
26:33
listing or whatnot. So I think a lot of times, knowing that this
26:37
is all coming automated, I think it can be really easy. We change
26:41
emails, you know what, we sign up with something the first time.
26:45
If we aren't getting in there, we can't remember our password and we don't
26:48
know where our emails are coming that. You know, I've got to believe
26:52
that maybe this doctor might have had a couple emails that maybe came out saying,
26:56
hey, we're trying to verify something, but we all know we've all
27:00
got him. You know, those emails that we signed up with something ten
27:03
years ago, and now we never even go in and check those anymore.
27:07
So it sounds to me there's a little bit of a housekeeping component here that
27:11
we really have to pay attention to. Absolutely, yeah, paying attention to
27:15
your notifications, just staying on top of those alerts. I know, we
27:18
kind of get desensitized to them because we get so many emails and a lot
27:22
of times we can ignore them. So it's always the one that you skim
27:25
past that ends up being the important one. For Google Ads especially. We
27:30
did have a client who was running Google Ads actually himself was not a Colleidoscope
27:33
agency account, but he was doing his own thing and just busy running a
27:38
business as a family. He's just living life. He's got a couple of
27:41
ads run in just to keep his exposure up there, and Google had notified
27:45
him, hey, your account has been selected for advertiser verification. He either
27:52
wasn't really sure the severity of it or what it even totally meant, or
27:55
maybe it's just like I'll get to that later, you know. And what
27:57
happens is once your account is selected, the clock is ticking. It's not
28:02
this indefinite. Hey, whenever you get a chance to get to this,
28:04
we'd love to have some more documentation for your business. It's more like,
28:07
get us the documentation if you want to keep running ads. And by the
28:11
time he circled back on it and so, oh, this is something I
28:15
should do. He submitted his documentation and Google rejected it, and now he's
28:19
in this place that none of us want to be, which is you know,
28:22
Google's pretty much automated all the way through. It's not a human being
28:26
trying to say, oh, that's no problem. I can go into the
28:30
system and I can reverse this for you. It's you're either in or you're
28:33
out. So if you miss one of those emails, or if you miss
28:37
a notification that has an action item attached to it, and you don't give
28:41
Google what they want by their deadline, which again, Google makes their own
28:45
rules. It doesn't have to make sense to us. We just have to
28:48
play along with their rules. Once that deadline passes, your ads could be
28:52
offline permanently and to the Google Business profile one which you're kind of switching from
28:57
ads to the Google business profile. That literally was an email out of the
29:03
blue, your profile has been disabled. There was no hey this looks confusing.
29:07
Can you clarify this for us? It was just one day they were
29:10
there and the next day they were not. And so it really does just
29:15
speak to keeping tabs on things. If not the doctor themselves, somebody on
29:18
the team. If not somebody on the team, then maybe you have a
29:22
company, you know, with a with a monthly program who's monitoring for this,
29:26
monitoring this for you to give you that peace of mind, because you
29:30
know, I say this a lot of clients, there are no absolutes with
29:34
Google, with the Internet, you can do everything perfectly right and still have
29:40
an issue. You can also have, you know, companies or businesses that
29:44
appear to be spamming or they're fake and they're doing basically everything wrong, but
29:48
they seem totally fine and there's no penalty, right, and there's not always
29:52
Ryan or reis right. So I never say always, I never say never.
29:55
You know you can't if you do this, you'll be fine all the
29:56
time, or as long as you never do this, be okay. There's
30:00
there's shades of gray to all of it. And if you're not paying attention
30:04
not to be, you know, trying to freak people out or scare them.
30:07
But you know, it's the AI, the automation. It doesn't understand
30:12
kind of the human element of things and the gray areas of explaining, oh,
30:17
this was here, but then that was there. It's like the machines
30:18
either yes or no. Right, it's pretty much black and white. Wow.
30:22
Wow. Well, I think we all need maybe a touch of fear,
30:26
just in the sense that we need to stay on top of it.
30:30
I think for so long this was not something we had to really worry about,
30:33
where now it definitely is something, just like you know with everything else,
30:38
we just need to really keep it at the forefront. So I love
30:42
this AI thing again, it's a hot button. It's a big thing that
30:45
we're all talking about and working through. And I'm sure a couple of years
30:49
from now all of this will be sorted out and it'll be figured out.
30:55
But I'm kind of curious, what do you see as far as maybe developments
30:59
that are coming if you could look into the future. This is what I
31:03
see maybe in regard to how we're doing our websites, or how we're doing
31:07
advertising, or just anything in general that you think our industry needs to be
31:11
aware of. You know, I do think that chatbots are going to continue
31:15
to get better at mimicking human behavior and being conversational. You know, it
31:22
used to be pretty easy to tell when you were talking to a chatbot.
31:26
I think now it's a little harder to tell. Sometimes you're not sure if
31:29
it's a person or if it's a robot on the other end. And I
31:33
would say that as the technology gets better, we'll have to do less proofing.
31:38
But right now, experianceans if you're use in chat GPT for an email
31:42
or a blog or your social captions, or maybe it's writing subject lines for
31:48
you, you're still going to need to go through it with a fine tooth
31:51
comb and edit it and put it in your voice and make sure that it's
31:56
not, you know, inaccurate or completely false. Or what we're even finding
32:00
is when you're using chat GPT, you know, a lot of what that
32:06
language model was trained on is now two years old to three four years old.
32:10
So anything that's current or any technological innovations, any you know, society
32:15
has evolved past things. Some of these technologies don't know what happened in the
32:22
last six months or twelve months, So depending on the subject that you're trying
32:27
to write on. If it's something more recent, I would say, be
32:30
extra careful and make sure that you're again, don't just chat GPT is something
32:34
copy paste scent, right, You really have to go through every sentence because
32:37
you'd be surprised some of the things. And you may have seen in the
32:40
news. You know, Google's getting in trouble for some stuff that one of
32:44
their AI generators is spitting out. You know, is is it accurate,
32:47
is it politically correct? Is it offensive? Which you know, for most
32:51
of most of the people listening to this podcast, that's not a huge concern.
32:54
But as the technology gets better and the line gets even more lurd between
33:00
machine and human, I think we're going to have to just keep close tabs
33:04
on this. And I made the joke with Jordan here a little bit ago
33:07
that the more technology makes our life easier, the more it makes our life
33:12
harder and more complicated. Right, So for every problem that technology solves,
33:15
it usually introduces one or two problems that we didn't have before to go along
33:20
with it. So taking everything kind of with a grain of salt and not
33:23
being in such a rush to adopt AI into everything and to you know,
33:30
keep that human element, especially in our industry, which is so so heavily
33:36
predicated on and influenced by relationships. The people in your community. You know
33:40
them, your kids go to school with their kids, they play on the
33:43
same sports teams, they're in the same clubs. You see them out into
33:45
town. So, you know, keeping that human element, the relationships,
33:50
the connections. I don't think that's ever going away for orthodontics. No matter
33:53
how good the AI technology becomes, yeah, ah, good insight, and
33:58
you're right, matter how much easier it seems to be making it, you
34:02
know, there's always the other side of it. There's something else we have
34:07
to be aware of, something else we have to pay attention to. So
34:10
as we start to finish up here, is there anything that we did not
34:15
touch on that you're like, Oh, Jill, I think the listeners need
34:17
to hear this. Anything else that comes to mind, You know, I
34:21
would just circle back to the part about documentation and verification that even if you're
34:27
not running ads right now, check with your accountant or check with your lawyer.
34:30
Say do I have a DBA, what does my official paperwork say?
34:35
And do I have documentation to match, or maybe I wanted to rebrand.
34:38
Maybe I used to be operating under my own business name. Now I've got
34:42
a cooler, newer, marketing branded name that's better for my swag and my
34:45
logos and everything in the community. Having the documentation, I think to match
34:52
what you're doing, because the world keeps getting more and more digital. Right,
34:54
So what the sign on your door says and what the logo on your
34:58
T shirt says, that's all great, but the internet needs to have that
35:01
data, have that information to match and back it up. So it may
35:05
not be a problem for you now, but I would say, get that
35:08
sorted out, get those ducks in a row before you need to. It's
35:12
seem like I tell clients, you know, don't wait till you need marketing
35:15
to start marketing, right because you want to be building a well rounded approach
35:20
and be working on it before you feel like you really actually maybe need it.
35:23
Well, Jeff, if somebody wants to get a hold of you,
35:25
how would they do that? What's the best way? Yeah, thank you
35:29
for listeners of this podcast. I would send them to contact kl dot com.
35:35
That's just a page we set up for Hey docs listeners. So if
35:37
you go to contact kl dot com, there's just a real simple form on
35:42
there that goes to me. It also goes to our team, so you
35:45
know, we're happy to be a resource for your listeners in just the orthodonic
35:49
industry in general. We do have a full website that's over at the kaleidoscope
35:53
dot com, which is longer and harder to spell, So you can go
35:57
to the kaleidoscope dot com for of all the content, all the pages,
36:00
everything else. But yeah, I would say for your listeners, contact kl
36:05
dot com is the best place for them to go. And one of the
36:07
things that I have just always loved about you guys is that listeners, I'm
36:12
just going to put this out there. Sometimes you may not know what you
36:15
need or what you're looking for, but I know Jeff and Mary Kay and
36:20
the team over there, they are always there to just answer questions and give
36:24
you good information. And sometimes that's just the starting point, is just finding
36:30
out what you may or may not need and what you should do. You
36:34
know. I know I always lean on them a lot when I've got docs
36:36
that are doing transitions, because there's so much that goes into switching from one
36:42
practice to another, another doctor coming in and whatnot. So definitely I would
36:46
say they're a good resource out there for you, and I think Jeff has
36:51
done a great job just enlightening us on all of the things that I don't
36:54
think any of us are thinking about because it's coming at us so quickly and
36:59
knowing that yes, it isn't a phishing scheme from Google. It is for
37:02
real, and if we don't do it right, we're not going to have
37:06
a website up or maybe an advertising campaign going. So as we finish up
37:13
here, one of the things that I like to do is finish us up
37:15
with the Speed Round. I know you know that, so are you ready
37:19
for the Speed Round challenge? I may have spent more time preparing for the
37:22
Lightning Round than I spent preparing for the questions about AI, racking my brains
37:29
hard to take this one thing. For some of these questions, it really
37:30
is all right, Well, here we go coffee or tea ice coffee in
37:36
the afternoon. It's ice coffee o'clock right now? Ah, I love that,
37:39
all right? Favorite book? So I pretty much read children's books with
37:45
my kids right now. So I don't have a lot of favorite books.
37:47
But I'm big on encyclopedias and like coffee table books where you to slip to
37:52
a page and something like, you know, like Around the World in one
37:54
hundred Trees or Atlasts of Empires, just slip to a page and something interesting.
38:00
Kind of my jam for books. I love that. I love that.
38:01
How about a favorite outdoor activity. I would have to say golf,
38:07
and I'm in Rochester, New York, so golf season. We were just
38:08
getting our first taste of golf, but also taking my daughters to the beach
38:13
or to the pool, you know, getting out with a packed cooler,
38:15
some sun bluetooth speaker with some tunes. I have two daughters, second grade
38:20
and third grade, Charlotte and Eilid. They're super fun humans, so I
38:22
love getting to hang out with them. Oh that's awesome. I agree,
38:27
nothing like sunshine and a pack cooler. That's great. If you could be
38:30
remembered for one thing, what would that be. It's being a great dad.
38:35
Ah, I love that. I love that. And then final,
38:37
one best piece of advice you've ever received. Man I cycle through these every
38:42
day, but I would probably go with whatever you're looking for, you'll find
38:45
it. So if you're looking for the good and the happy and the positive,
38:49
you'll find it. And if you're the slip, if you're looking for
38:52
negativity, pessimism, the bad side of things, you'll definitely find that too.
38:55
So it's all in how you want to frame it. Whatever you want
38:59
to look for, that's what you're going to Fine. Yeah, ah,
39:00
great advice for sure. Well again, Jeff, it has been wonderful having
39:05
you on the show. I definitely appreciate Kaleidoscope and what it has done for
39:10
my clients. Thank you so much, and I know we'll have you on
39:14
again. Thank you. Likewise, thank you, Fia. Are you ready
39:16
to start a practice of your own, need a new fresh set of eyes
39:21
or some advice on your existing practice? If so, reach out to me
39:24
Jill Allen at www dot practice results dot com. If you like what we're
39:30
doing here on Haydocks and want to hear more of this awesome content, be
39:34
sure and give us a five star rating on your preferred listening platform and subscribe
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to our show so you never miss an episode. Remember, new episodes drop
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every Thursday. See you next week,