The Future of Dental: Trends & Strategies for 2025

00:44:30
https://www.youtube.com/watch?v=rE8wLkwLZUk

Summary

TLDRThe video is a panel discussion featuring high-level marketing professionals from various DSOs, exploring the future trends and challenges within the dental marketing sector. Key speakers include John from PDS Health, Chris from Mosaic Dental Collective, and Jody from Smile Brands, sharing their insights on subjects ranging from the implementation of new technologies to patient acquisition strategies. They emphasize the importance of integrating customer data platforms (CDPs) for personalized patient experiences, acknowledging the interconnected nature of oral and overall health. Challenges such as clinician retention, data privacy concerns, and the role of digital marketing versus traditional referrals are discussed. The panelists explain how they're addressing these issues through patient management systems, online scheduling, and reputation management. For 2025, their focus will be on enhancing patient experiences, expanding online capabilities, and maintaining efficient communication and operational workflows. The session notes the diversity in operational scalability and digital adoption among DSOs, reflecting broader industry applications beyond dental care.

Takeaways

  • 🚀 Dental marketing is advancing with new technology integration.
  • 🔍 Importance of CDPs in enhancing patient personalization.
  • 🎯 Patient acquisition strategies vary across DSOs.
  • 🗓️ Online scheduling is crucial for modern dental practices.
  • 🔐 Patient data privacy is a growing concern.
  • 👨‍⚕️ Retaining clinicians is a challenge for DSOs.
  • 🦷 Dental health's link to overall health is essential.
  • 💡 Operational alignment improves marketing effectiveness.
  • 🖥️ Digital marketing is complementing traditional referrals.
  • 📊 Reputation management impacts patient acquisition.

Timeline

  • 00:00:00 - 00:05:00

    The session begins with an introduction to a diverse panel discussing future trends beyond dental marketing, emphasizing the advanced nature of dental consolidation compared to other healthcare services. Initial introductions are made by notable industry figures from various dental organizations, highlighting their backgrounds and excitement about innovations in dental marketing and operations.

  • 00:05:00 - 00:10:00

    The discussion focuses on aligning marketing with operational priorities, especially in the rollout of new technologies across multiple locations. John from PDS Health explains their approach to new patient acquisition and conversion tracking, emphasizing the segmentation of new and existing offices and the importance of integration and collaboration with IT to effectively roll out CRM systems and other technologies.

  • 00:10:00 - 00:15:00

    Panelists discuss the intricacies of marketing operations and systems integration. John talks about using a comprehensive marketing stack to track the effectiveness of marketing initiatives and how these systems influence appointments, emphasizing the importance of tracking the full customer journey from marketing to appointment and revenue generation. He mentions shifting from building in-house solutions to leveraging existing tech.

  • 00:15:00 - 00:20:00

    Chris discusses the adoption of communication technologies like Weave to enhance office operations, stressing the importance of IT collaboration and overcoming resistance to new systems. He outlines the challenges in getting adoption for new tech solutions in dental practices and the necessity of demonstrating successful pilot programs as a step towards full implementation, highlighting the practical hurdles faced in operationalizing online scheduling.

  • 00:20:00 - 00:25:00

    The session shifts into the idea of improving patient experiences using technology, with John discussing how marketing data integration helps personalize patient interactions and automate workflows. He explains the use of Customer Data Platforms (CDPs) to manage and activate data, allowing for targeted marketing efforts. The conversation touches on the partnership and strategic planning necessary to maintain these advanced operations.

  • 00:25:00 - 00:30:00

    Further, they explore the role of IT and marketing in patient engagement, particularly through online scheduling and AI-driven communication strategies. Chris shares the initial testing phase his organization is undergoing to implement online booking across its offices, noting internal resistance but underscoring its potential to streamline patient interactions and operational efficiency.

  • 00:30:00 - 00:35:00

    Jody introduces Smile Brands' marketing wellness track program designed to boost patient flow and conversion by assessing office capabilities across various metrics, including patient experience and digital presence. They discuss operational challenges such as call handling and capacity management, emphasizing the importance of not viewing marketing as a fix for systemic operational issues.

  • 00:35:00 - 00:44:30

    Final discussions include strategic adjustments for upcoming years, focusing on clinician onboarding, retention, and combating data privacy challenges in marketing. Panelists mention priorities like patient experience improvement and integrating digital scheduling to optimize operations. They wrap up with an audience Q&A, addressing concerns about online scheduling and its differences in patient behavior compared to traditional methods.

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Mind Map

Video Q&A

  • What is a CDP?

    A CDP, or Customer Data Platform, helps to segment, personalize, and create journeys for marketing purposes by leveraging user data, and pushing it to marketing channels.

  • How does Smile Brands implement their marketing wellness checks?

    Smile Brands uses marketing wellness checks for offices that need fundamental support in patient flow, staffing, call handling, and digital presence to ensure effective marketing.

  • How important is online scheduling in dental practices?

    Online scheduling is becoming increasingly essential as it improves the self-service ability for patients and can lead to significant growth in appointments.

  • What are the challenges in adopting online booking systems in dental practices?

    Some challenges include resistance from staff and doctors who worry about improper scheduling and ensuring online systems align with patients' varied needs.

  • What are the top challenges for dental marketing in 2025?

    Key challenges include clinician onboarding and retention, privacy and data issues, along with maintaining patient flow and improving patient experiences.

  • How do DSOs leverage data for marketing purposes?

    DSOs use tracking systems to monitor appointments and patient engagement, which helps measure marketing influence and informs advertising strategies.

  • What priorities are DSOs focusing on for future marketing?

    DSOs are prioritizing integrating personalized patient experiences, enhancing technology adoption, and educating patients on health correlations with oral care.

  • Why did PDS Health change its name?

    PDS Health changed its name to reflect a broader focus on integrating dental services with overall health care, underscoring the interconnectedness of oral and medical health.

  • What role does reputation management play in patient acquisition?

    Reputation management is crucial as patient referrals often depend on online reviews and positive testimonials, which influence new patient acquisition.

  • How is patient data privacy a challenge for dental marketers?

    Patient data privacy is a challenge due to advertising tracking reforms, cookie deprecation, and the need to comply with HIPAA standards.

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  • 00:00:00
    [Music]
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    you want to go to space it's scaling up
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    we do have the rocket them what's going
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    on everybody this is gonna be a fun
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    session y'all have already uh you've
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    been through a lot this morning where
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    we've learned a lot the social uh the
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    social discussion was really active
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    media makes moing we learned from line
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    one of the most advanced lead tracking
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    Partners out there um and I think
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    there's a media debate uh that's
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    happening along the same time as this so
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    this is I am stoked about this because
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    we have a range of different sizes of
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    dsos and the cool thing about this I
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    imagine a lot of the attendees in this
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    session are not just going to be Dental
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    marketers because what we're going to
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    talk about is going to apply to every we
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    shouldn't even have really called it we
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    shouldn't called it Dental future Trends
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    because we're going to talk about things
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    that apply to every industry regardless
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    whether you're in a DSL or not the cool
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    thing about the dental marketing
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    industry is Dental Consolidated before
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    almost any other Healthcare servic
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    vertical so they're more advanced than a
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    lot of stuff they do it's very retail
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    focused Mama makes the decision and so
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    they've been more Innovative
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    historically and how they run their
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    media and marketing then other health
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    care services verticals so we're going
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    to get going with intros we're waiting
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    on Jody she'll be here in a little
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    minute when she comes in we'll have her
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    intro Mr John can you give us a little
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    intro who are you where do you where do
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    you hail from and what do you do yeah so
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    John fam um I head up the marketing
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    department at PDS health formerly known
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    as Pacific Dental Services I've been
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    here for about four years and um love
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    what I do dental is an amazing space and
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    what we're doing to revolutionize Dental
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    is
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    amazing yeah and I think part of what
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    you're doing to Revolution I had
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    something to do with the name change
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    we'll dive in later thanks John all the
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    way from Irvine he's back in time uh and
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    has woken up extra early to join us so
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    that's very nice it's really not that
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    early it's 8:30 John's been up for five
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    hours Chris tell them a little bit about
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    yourself my friend yeah Chris bird vice
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    president of marketing for Mosaic Dental
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    Collective um I've been I've been with
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    this group uh for a little over six
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    months um so still getting my my uh feet
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    wet to a degree specific to dentl I I
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    came from a private equity-backed
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    um group within the iare space I was
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    there for uh about six years and prior
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    to that ran some agencies and so I'm I'm
  • 00:02:30
    excited to be in dental and and even
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    talking to John and jod they' they've
  • 00:02:34
    been uh they've had some good Insight
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    very very like you said very different
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    positions than than I'm in from a size
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    perspective but I'm excited to get into
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    it thanks for having me yeah absolutely
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    and your history and having been in the
  • 00:02:47
    dark side in agencies my favorite side
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    uh is Paramount and you've been in other
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    Healthcare Services vertical so you have
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    a unique perspective that you know we've
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    gotten jaded with denl and you may have
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    a different perspective I'm excited how
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    how how many location is Mosaic that
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    that's important 65 655 John just a
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    little bit different than that yep we're
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    about 1100 across 25 States good so
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    we're gonna have the r and smile Brands
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    when JY comes 600 something so uh we've
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    got the whole gamut guys so we're not
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    just going to talk Enterprise we're not
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    just going to talk SMB we're going to
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    talk the whole thing and actually 65 is
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    not SMB I think that that 500 plus
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    employees they don't even qualified is
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    that's going to be anymore so we're
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    going to jump around a little bit what I
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    want to start the theme of last year and
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    a lot of what we heard this year is G
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    marketing and Ops alignment so you guys
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    can do all the Wizardry and enact all
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    the marketing programs that you want
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    I'll open this up to all of you John how
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    do you align your marketing goals with
  • 00:03:39
    the operational priorities especially
  • 00:03:41
    when introducing new tech and now you've
  • 00:03:43
    done a lot of new tech when it impacts
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    both like what do you do to make sure
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    you guys get it rolled out 1100
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    locations not easy to just roll out a
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    CRM I imagine yeah I mean we break it
  • 00:03:54
    down simplistically from new offices
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    which we call denovos versus existing
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    office and we focus on new patient
  • 00:04:01
    acquisition and both and then CCX
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    retention which is just Continuing Care
  • 00:04:06
    patients right um the way that we align
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    with them is just conversions are cost
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    per appointments and how do we influence
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    case acceptance and so as long as we are
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    doing those three things um that's what
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    we're doing to support the business and
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    things like how online reviews impact
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    cost per appointments and what in
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    marketing is doing to influencing those
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    appointments and driving Revenue
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    when you John before you like bring on
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    any kind of new partner are you so it
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    sound like you have your kpis them for
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    almost every initiative or do you are
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    you okay with some directional
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    information or it's like hey this is we
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    want to know if we're influencing new
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    patient appointments Etc and that is
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    going to be our marker that we're g to
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    pay attention to every time and then are
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    you guesstimating and then checking back
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    six months lat like how what's the
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    thesis I mean that's a good question
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    when I started about four years ago we
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    had to completely re rebuild our MCH
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    stack and how we did our tracking and so
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    when we do marketing initiatives whether
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    it's paid media social media email
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    marketing we track it all the way
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    through to the patient acquisition the
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    appointment um booking and that allows
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    us to understand how much how many
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    appointments marketing is influencing
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    we're roughly influencing about 25% of
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    all appointments as the majority of the
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    appointments are still coming from
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    referrals Insurance walk-ins those types
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    of things but out of the 25% of
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    appointments that we influence because
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    we track it all the way through now we
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    can see who's confirming who's showing
  • 00:05:38
    up how much revenue they're bringing in
  • 00:05:41
    whether their new patient Revenue versus
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    CCX Revenue I love that in-house CRM how
  • 00:05:47
    did you build all your Tech you guys are
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    so big are you using stuff off the shelf
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    we try to buy versus build right we
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    we're we're not in the development
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    industry we're more into you know how do
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    we leverage the best in breed and and
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    leveraging you know our expertise and
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    and connecting the dots can't wait to
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    talk more about that later I've seen the
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    big groups occasionally go and build
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    their own booking system I'm my God
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    there's so many of these off the shelf
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    with a ton of devs that are fully
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    dedicated to that why okay so anyways
  • 00:06:18
    we'll talk later that's cool Chris on 60
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    location group how do you influence the
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    buying decision across the board to get
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    adoption in a new tech that you guys
  • 00:06:29
    pilot programs Etc what do you how are
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    you Treading Water there getting things
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    adopted yeah on on the op side uh I
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    frankly I've have kind of had to inherit
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    what we've already had because there was
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    a big process to on board um kind of a
  • 00:06:43
    broader Communication System we use
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    weave um and and I've been I've been
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    pretty happy with it I mean um but
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    there's been a lot of collaboration with
  • 00:06:52
    our actually I would say just as much
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    our our head of it as much as it is Ops
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    I mean making sure that you know just
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    the right systems are set up within our
  • 00:07:05
    platform and then me sort of having that
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    communication back with the Ops Team
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    just making sure that frankly we're
  • 00:07:11
    doing Basics things like answering the
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    phones you know I'm like that that's and
  • 00:07:16
    I know we'll get it online scheduling
  • 00:07:18
    eventually but you know the phones are
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    the most direct path and largest path to
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    getting a new patient so having that
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    communication with the Ops Team almost
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    what seems like like
  • 00:07:30
    hourly yeah yeah and it's interesting
  • 00:07:33
    you've got a I'm seeing it is getting a
  • 00:07:36
    lot more involved in marketers lives
  • 00:07:38
    than ever before much to our disdain we
  • 00:07:40
    love you it
  • 00:07:41
    people a little
  • 00:07:43
    tough work with us and so Chris how do
  • 00:07:46
    you get how do you get it Buy in you
  • 00:07:49
    take them out to dinner you say listen I
  • 00:07:50
    win you what are we doing here yeah you
  • 00:07:53
    know I'm I'm fortunate where I'm at now
  • 00:07:55
    our our my counterpart on the it side
  • 00:07:58
    he's fantastic to work with super open
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    openminded found one yeah I mean you
  • 00:08:02
    know obviously I'm not going to get into
  • 00:08:04
    details um you know but I can tell you
  • 00:08:07
    I've had the experience of working with
  • 00:08:09
    it that has just been brutal and
  • 00:08:13
    constantly not butting heads and and so
  • 00:08:15
    you know I'll knock on wood here um
  • 00:08:18
    forun I feel like I've got a really good
  • 00:08:20
    partner so so that's that's certainly
  • 00:08:21
    help that you know could be part of the
  • 00:08:23
    interview process before anyone takes a
  • 00:08:25
    job leading marketing at a provider
  • 00:08:27
    group talk to all of the relevant
  • 00:08:29
    parties going to have to be buddies with
  • 00:08:31
    yeah right that could be an interesting
  • 00:08:32
    part of the interview process interview
  • 00:08:34
    them to see if you're going to get
  • 00:08:35
    serious roadblock Skies um housekeeping
  • 00:08:39
    Q&A if you have a sticky question put it
  • 00:08:41
    in there I see the um the chats are
  • 00:08:43
    blowing up that's awesome Q&A put it in
  • 00:08:45
    either one uh we're going to be checking
  • 00:08:47
    and then 15 till which will put us at uh
  • 00:08:49
    well uh noon we're going to be pulling
  • 00:08:51
    those and then we'll have them up on
  • 00:08:53
    screen and we're going to start going
  • 00:08:54
    through questions so you got about 20
  • 00:08:55
    minutes to get your questions in and
  • 00:08:57
    then we will take Q&A I want these guys
  • 00:08:59
    to answer
  • 00:09:00
    what's on your mind not just what's on
  • 00:09:01
    mine John um huge
  • 00:09:04
    organization and you've got mtech roll
  • 00:09:07
    outs I know you uh work with cdps
  • 00:09:09
    explain what CDP is how are you using
  • 00:09:11
    stuff like that to create personalized
  • 00:09:13
    patient experiences I could tell you
  • 00:09:14
    guys care about patient experiences and
  • 00:09:16
    outcomes just by the name change tell us
  • 00:09:18
    how you what you've been doing there
  • 00:09:20
    yeah so just going back to what Chris
  • 00:09:22
    was saying right we do have to partner
  • 00:09:24
    with our it Partners our itbi partners
  • 00:09:27
    because we can't do one without the
  • 00:09:29
    other how important it is for us to
  • 00:09:31
    integrate all of our March platforms and
  • 00:09:33
    just access to data so we have to have
  • 00:09:36
    that strong relationship and fortunately
  • 00:09:38
    for us um we were able to build that
  • 00:09:41
    relationship in the very getto and we
  • 00:09:43
    built out our three to five year road
  • 00:09:46
    map and got it aligned so we painted a
  • 00:09:49
    vision this is where we want to go this
  • 00:09:50
    is what we want to do and this is where
  • 00:09:52
    we need your help and they've been a
  • 00:09:54
    partner with us the entire way so it's
  • 00:09:56
    been amazing um and so a part of that
  • 00:09:58
    trans information again we rebuilt our
  • 00:10:00
    MCH stack over the uh first two years
  • 00:10:03
    that I got here and we're bringing all
  • 00:10:06
    of our marketing data our operational
  • 00:10:08
    data our Revenue data into our data
  • 00:10:10
    warehouse right so that way we can have
  • 00:10:12
    a 360 view of patients and that's where
  • 00:10:15
    then we can leverage CDP to be able to
  • 00:10:18
    segment personalize and create these
  • 00:10:21
    Journeys to to do things like case
  • 00:10:23
    acceptance right we have a we have a a
  • 00:10:26
    journey where we're reaching out to
  • 00:10:28
    patients that that didn't accept crowns
  • 00:10:31
    and we are reinforcing the the
  • 00:10:33
    importance of doing it why not wait
  • 00:10:36
    right and if if you do wait this is the
  • 00:10:38
    impacts and the cost and if you don't
  • 00:10:41
    convert great here's a little promo or
  • 00:10:43
    here's whatever we need to do to get you
  • 00:10:45
    to convert and so again we that
  • 00:10:47
    partnership is important to be able to
  • 00:10:49
    enable us to do all of this
  • 00:10:51
    personalization that we want to do that
  • 00:10:53
    we are doing yeah we're getting lots of
  • 00:10:55
    questions on what a CDP is all of this
  • 00:10:56
    fun stuff it enables give a give a one
  • 00:10:59
    line
  • 00:11:00
    yeah so CDP is a customer data platform
  • 00:11:02
    and again it just it it sits on top of
  • 00:11:04
    your data warehouse and it allows you to
  • 00:11:07
    query and things like give me everybody
  • 00:11:10
    that is a cash patient or give me
  • 00:11:12
    everybody that is a Delta Dental
  • 00:11:14
    Insurance on Delta Dental Insurance give
  • 00:11:17
    me everybody that came in through this
  • 00:11:19
    Channel and so that way you can start
  • 00:11:21
    segmenting and and figuring out what lwh
  • 00:11:23
    hanging fruit do you want to go after
  • 00:11:25
    and target with your marketing efforts
  • 00:11:28
    can't you just go into to a CRM and grab
  • 00:11:30
    it I want to help people understand what
  • 00:11:32
    is the difference you build a CRM can't
  • 00:11:34
    you go in and grab the cash payers the
  • 00:11:35
    people that came through PBC the people
  • 00:11:36
    that didn't get grounds what's the
  • 00:11:38
    difference yeah I mean CRM it has all
  • 00:11:41
    that information but not all marketers
  • 00:11:44
    have that those technical chops to be
  • 00:11:46
    able to run these queries to be able or
  • 00:11:49
    even access to the data behind the CRM
  • 00:11:52
    to be able to pull that data out whereas
  • 00:11:55
    CDP is enables you to add a very
  • 00:11:57
    simplistic way to be able to just query
  • 00:12:00
    um and ask different questions and then
  • 00:12:02
    pull those audiences out and what more
  • 00:12:05
    importantly is to activate when I say
  • 00:12:07
    activate is push those audiences to your
  • 00:12:10
    marketing channels a CRM won't do that
  • 00:12:13
    it can't do that that's right so easier
  • 00:12:15
    to segment easier to query easier to
  • 00:12:16
    push out to an advertising good you
  • 00:12:19
    comfortable tell sharing what CDP you're
  • 00:12:21
    using yeah uh we're we're in we're using
  • 00:12:25
    a couple actually um we're in the B
  • 00:12:29
    version of high touch and Salesforce all
  • 00:12:33
    right there we go guys um and there are
  • 00:12:36
    different ones for different levels not
  • 00:12:39
    and we use them for different reasons
  • 00:12:41
    one um some of them because of the
  • 00:12:42
    activation we we are blend between uh
  • 00:12:45
    Adobe shop and a Salesforce shop and
  • 00:12:47
    then we also activate on other channels
  • 00:12:50
    which is why we're leveraging the two I
  • 00:12:53
    love it and guys one thing I heard that
  • 00:12:54
    John mentioned let's not skip over it is
  • 00:12:56
    getting in there when you get the gig
  • 00:12:58
    and painting division for the next five
  • 00:12:59
    years so you get everybody bought in and
  • 00:13:01
    then when there's hiccups remember the
  • 00:13:02
    vision is co CIO CTO this is what we're
  • 00:13:05
    trying to accomplish let's all do this
  • 00:13:07
    together that's really smart I think
  • 00:13:08
    people just get in and they start
  • 00:13:09
    running PPC campaigns and forgot that
  • 00:13:11
    you really needed a pain a vision and
  • 00:13:12
    get people bought into the
  • 00:13:13
    transformation Journey Chris me Amigo
  • 00:13:16
    what's going on so online booking you
  • 00:13:19
    guys have it are you relying on calls
  • 00:13:21
    email phone what are what are we doing
  • 00:13:22
    with online scheduling yeah we're we're
  • 00:13:24
    actually just now starting um kind of a
  • 00:13:27
    test um we we out of our 65 offices I
  • 00:13:31
    think we have five different offices um
  • 00:13:33
    that are actively using it and it's even
  • 00:13:36
    across um was three platforms now we're
  • 00:13:39
    down to two um and and and eventually
  • 00:13:42
    obviously we'll consolidate down to one
  • 00:13:44
    you know it's been interesting um so I'm
  • 00:13:48
    I'm just now kind of starting that
  • 00:13:50
    process of online scheduling and really
  • 00:13:52
    kind of pushing that obviously anything
  • 00:13:54
    we can do from a call deferment
  • 00:13:57
    perspective you know tax check STS um
  • 00:14:00
    anything like that you know I think
  • 00:14:01
    we're better off for our uh for our
  • 00:14:03
    front office staff so um given hiring
  • 00:14:07
    challenges just just the volume of
  • 00:14:09
    people through the through the office um
  • 00:14:12
    so you know and I know it's been kind of
  • 00:14:14
    talked about um I was listening to the
  • 00:14:16
    social um earlier uh great great panel
  • 00:14:19
    by the way um but you know they they
  • 00:14:21
    talked about just the basic concept of
  • 00:14:23
    having a pilot program and so that's
  • 00:14:25
    essentially what we're doing because I
  • 00:14:27
    will say it's been interesting we um I
  • 00:14:30
    have found a lot of doctors specifically
  • 00:14:34
    and front office staff are
  • 00:14:36
    really gosh it sounds wild but they're
  • 00:14:38
    against online scheduling they they just
  • 00:14:41
    feel like patients are going to make
  • 00:14:43
    mistakes right it's a 30 minute slot and
  • 00:14:45
    should be an hour slot and I'm just like
  • 00:14:47
    guys it's 2024 like soon be 2025 like
  • 00:14:52
    we're using AI like we can't even use
  • 00:14:54
    online scheduling you know hey
  • 00:14:57
    Jody um so so the goal here is have a
  • 00:15:01
    pilot show success right I mean not only
  • 00:15:04
    new patients going up but what percent
  • 00:15:06
    I'm excited to see what percent of new
  • 00:15:09
    patients or even existing patients are
  • 00:15:11
    we getting outside of normal office
  • 00:15:13
    hours um so you know that that to me are
  • 00:15:17
    those are the two key factors that um
  • 00:15:19
    once we see that in this pilot we're
  • 00:15:21
    going to push out to the broader group
  • 00:15:24
    yeah John online scheduling works pretty
  • 00:15:26
    good right yeah yeah onl scheduling
  • 00:15:29
    we're to Chris's point we're trying to
  • 00:15:32
    enable our patients to be as
  • 00:15:34
    self-sufficient as possible yeah but we
  • 00:15:36
    still get a quite a bit of phone calls
  • 00:15:39
    coming in and we are working on AI tools
  • 00:15:43
    where you know we're leveraging NLP
  • 00:15:45
    natural language language processing to
  • 00:15:48
    be able to answer and help these
  • 00:15:50
    patients self- serve to reduce the phone
  • 00:15:52
    calls to the office to our contact
  • 00:15:54
    center yeah self-service and patient
  • 00:15:57
    experience is the top of our our list
  • 00:16:01
    yeah it's crazy people still want to
  • 00:16:03
    phone it I get for like a crown and in
  • 00:16:05
    you know the higher CU General Dentistry
  • 00:16:07
    come on like dude I just want to
  • 00:16:09
    cleaning I don't want to call yeah I
  • 00:16:11
    mean some of these Specialties I agree
  • 00:16:13
    right General Dentistry emergency book
  • 00:16:15
    online where some of the the more
  • 00:16:18
    Specialties um they can't because we
  • 00:16:20
    need that personalized care well Mr Bird
  • 00:16:23
    good luck in bringing Mosaic to 2024
  • 00:16:25
    you're you're the man to do it I know
  • 00:16:27
    you got it and uh I man I've heard
  • 00:16:29
    upwards of 85% of general dentistry
  • 00:16:31
    appointments are made online with groups
  • 00:16:33
    that have it fully fledged out so uh
  • 00:16:35
    you'll get there Jody how you
  • 00:16:38
    doing you're on mute
  • 00:16:40
    Jody might be on mute are you on mute
  • 00:16:43
    all right I I've made
  • 00:16:45
    it you hear me now yes yes it's like the
  • 00:16:50
    Verizon commercial you've walked around
  • 00:16:51
    the country and we can finally hear you
  • 00:16:53
    now we got you how are things in
  • 00:16:55
    Michigan it's beautiful fall day in
  • 00:16:58
    Michigan couldn't ask for better I was
  • 00:17:01
    talking to my friend that's going to be
  • 00:17:02
    on the get Scrappy panel in a little bit
  • 00:17:04
    she said it's snowing in Colorado New
  • 00:17:06
    Jersey it's 85 Degrees um we know what
  • 00:17:09
    temperature it is in Irvine California
  • 00:17:10
    that never changes and Phoenix as hot as
  • 00:17:12
    all get out so we got those but there's
  • 00:17:14
    some variability Jody give a little
  • 00:17:16
    intro on yourself and then we're gonna
  • 00:17:17
    get right into it hello everybody sorry
  • 00:17:20
    I'm a little late for this one uh my
  • 00:17:22
    name is jod Martin and I'm Chief
  • 00:17:24
    marketing officer at smile Brands been
  • 00:17:27
    uh leading in that role for a little
  • 00:17:30
    over seven years and uh handle both
  • 00:17:33
    marketing and call center
  • 00:17:35
    operations um and you know excited to
  • 00:17:38
    talk about the future of marketing for
  • 00:17:42
    dental 600 plus locations right we we've
  • 00:17:45
    got the whole gamut 60 600 1100 we've
  • 00:17:48
    been talking MCH Foundation Dodie and
  • 00:17:50
    I'd love to Dive Right In before we move
  • 00:17:52
    on because you do something really cool
  • 00:17:54
    there you've got something called the
  • 00:17:55
    marketing Wellness track across smile
  • 00:17:57
    Brands talk to us about what that is why
  • 00:17:59
    that is what you do with
  • 00:18:01
    it yeah the you know it's important for
  • 00:18:04
    all of our locations to understand the
  • 00:18:06
    fundamentals of where patients come from
  • 00:18:09
    so we started by drafting uh patient
  • 00:18:12
    flow 101 so whenever somebody joins the
  • 00:18:14
    organization they get immersed in sort
  • 00:18:17
    of the ABCs of driving patient flow to
  • 00:18:20
    your business and and that's important
  • 00:18:23
    because you know it's really not
  • 00:18:24
    marketing that drives patient flow in an
  • 00:18:26
    office it's it's really having all the
  • 00:18:29
    fundamentals you know in place to make
  • 00:18:32
    it um you know so that all the other
  • 00:18:34
    things will work in marketing when when
  • 00:18:36
    we do do marketing will work so the the
  • 00:18:39
    wellness checks start with patient
  • 00:18:41
    experience that everything's kind of
  • 00:18:43
    begins and ends with patient experience
  • 00:18:44
    so what is an office's NPS score what do
  • 00:18:48
    they look like online are we getting
  • 00:18:51
    complaints are there there a lot of
  • 00:18:53
    returning patients all of those sort of
  • 00:18:56
    Basics around the patient experience
  • 00:18:58
    then we look at Staffing and scheduling
  • 00:19:01
    is is there room for new patients and
  • 00:19:03
    are their schedules set up to give
  • 00:19:05
    patients especially new patients the the
  • 00:19:08
    types of appointments they're looking
  • 00:19:09
    for can an emergency patient get in all
  • 00:19:12
    of those sorts of situations around
  • 00:19:15
    Staffing scheduling and templating uh
  • 00:19:18
    then we look at call handling you know
  • 00:19:21
    uh really the phone I I came in at the
  • 00:19:24
    tail end of the discussion on online
  • 00:19:26
    booking you know I'd like to think we're
  • 00:19:28
    at 85% % but really quite the majority
  • 00:19:31
    of people still call to make their
  • 00:19:32
    appointment and if those calls aren't
  • 00:19:34
    handled correctly that appointment won't
  • 00:19:36
    get scheduled so we look at the number
  • 00:19:38
    of calls the call answer rate the call
  • 00:19:42
    conversion rate and say is an office you
  • 00:19:45
    know in good shape in terms of call
  • 00:19:47
    handling and then we look at things like
  • 00:19:49
    digital presence uh are there
  • 00:19:51
    opportunities to improve that the
  • 00:19:54
    effectiveness of the marketing program
  • 00:19:56
    and we look at we go through all of
  • 00:19:57
    those things and we then together with
  • 00:20:00
    the office it's part educational and
  • 00:20:02
    part analytical to get to what is the
  • 00:20:05
    right plan to boost that office you have
  • 00:20:08
    a 100 people on your team how are you
  • 00:20:09
    guys going to every office tell how do
  • 00:20:11
    you scale how do you scale this out is
  • 00:20:12
    it a template who's scoring it how do
  • 00:20:14
    you well we you know not every office
  • 00:20:16
    has that level of meat so this is this
  • 00:20:18
    is a tool that's used more with uh
  • 00:20:21
    offices that that really have a need um
  • 00:20:24
    and they haven't been able to solve it
  • 00:20:26
    on their own and we use it you know
  • 00:20:28
    gotten better and better at like just
  • 00:20:30
    creating the general reporting so once
  • 00:20:32
    people understand the process and
  • 00:20:35
    understand the drivers they can get at
  • 00:20:36
    the data and we can share the data so
  • 00:20:38
    that they can you know kind of self-
  • 00:20:40
    serve yeah I love it um and I heard what
  • 00:20:44
    you said there that marketing if I could
  • 00:20:47
    wrap it up marketing can't fix a
  • 00:20:49
    business problem but we can accentuate a
  • 00:20:51
    great practice and help Drive patients
  • 00:20:53
    and I like that you go in and set the
  • 00:20:54
    table guys we cannot fix operational
  • 00:20:57
    issues if you have them we can't fix the
  • 00:20:59
    patient experience issues if you have
  • 00:21:01
    them conversion issues if you have them
  • 00:21:03
    but if you have the right things in
  • 00:21:04
    place we can make sure everybody knows
  • 00:21:06
    about it and starts filling these uh
  • 00:21:08
    seats here so I I like that I like that
  • 00:21:10
    limited marketing budget obviously you
  • 00:21:12
    want to spend it where it's going to
  • 00:21:13
    work and so if we spend and spend on
  • 00:21:16
    offices where the phone's not going to
  • 00:21:18
    be answered for one you know that's
  • 00:21:20
    that's a bad that's frustrating uh and
  • 00:21:23
    guys talking about call conversions and
  • 00:21:25
    stuff Shameless plug for our sponsor we
  • 00:21:27
    got line patient pris um and call rail
  • 00:21:29
    that covers the gamut of Great lead and
  • 00:21:32
    call tracking systems and we love all of
  • 00:21:33
    them um so guys you've heard it from
  • 00:21:36
    just about every panelist on every panel
  • 00:21:37
    it's incredibly Paramount to track Roi
  • 00:21:40
    and cosos love it because they get to
  • 00:21:42
    see which agents don't convert which
  • 00:21:44
    locations aren't converting in the
  • 00:21:45
    reasons why and tweak all of the operate
  • 00:21:47
    and it makes marketers look like Heroes
  • 00:21:49
    when you have the right data it's crazy
  • 00:21:51
    to me Jody that not everybody has
  • 00:21:52
    sophisticated colon Le tracking these
  • 00:21:54
    days but that's why those companies are
  • 00:21:55
    in business and doing quite well John Mr
  • 00:21:58
    fam
  • 00:21:59
    um why the name change not your personal
  • 00:22:01
    name still John yeah that's a that's a
  • 00:22:04
    different story um so our founder and
  • 00:22:07
    CEO Steve Thorne had a vision a few
  • 00:22:10
    years ago right and he said hey there's
  • 00:22:13
    a correlation between your mouth and
  • 00:22:15
    your overall health right one is
  • 00:22:16
    connected to the other but historically
  • 00:22:18
    we've always treated dentistry and
  • 00:22:20
    health two separate things and so we've
  • 00:22:23
    made a significant investment in
  • 00:22:26
    onboarding our practices our uh Pacific
  • 00:22:30
    Dental Services onto epic my chart and
  • 00:22:32
    if you guys are familiar with What epic
  • 00:22:34
    my chart is it's a huge uh EMR system
  • 00:22:38
    that a lot of the larger hospitals use
  • 00:22:41
    and so we made a significant investment
  • 00:22:43
    to build out that platform to support
  • 00:22:46
    Dentistry that then now allow us to
  • 00:22:48
    share dental dental and medical records
  • 00:22:51
    back and forth right and now we're
  • 00:22:53
    getting into the medical space we're
  • 00:22:54
    opening up medical practices to then now
  • 00:22:57
    again hey you come for your oral health
  • 00:22:59
    let us do some screening right because
  • 00:23:02
    there's a lot of biomarkers within your
  • 00:23:04
    oral bacteria that impacts things like
  • 00:23:06
    cancer heart disease pre-term birth
  • 00:23:09
    weights Alzheimer's and there's a lot of
  • 00:23:12
    studies and research that's making that
  • 00:23:13
    correlation then now we're saying hey
  • 00:23:16
    because of these biomarkers come and
  • 00:23:18
    talk to your PCP whether it's with us or
  • 00:23:21
    any PCP and making that correlation so
  • 00:23:24
    which is why we've switched our names
  • 00:23:26
    from Pacific Dental Services to PDS
  • 00:23:29
    Health what are some of the verticles
  • 00:23:31
    you guys have spun up Primary Care are
  • 00:23:32
    they close to the dental locations give
  • 00:23:35
    us whatever nuances you feel comfortable
  • 00:23:36
    with we're we're testing a few models
  • 00:23:39
    where they have Standalone practices
  • 00:23:41
    well a model that we're finding that is
  • 00:23:42
    working well for us is the embedded
  • 00:23:44
    model where we have nurse practitioners
  • 00:23:47
    within our Dental practices and then
  • 00:23:50
    again you can just go across the room
  • 00:23:52
    and talk to a nurse practitioner or one
  • 00:23:54
    of our docs that are embedded into our
  • 00:23:57
    practices
  • 00:23:58
    yeah I love it um and what I'm seeing a
  • 00:24:00
    lot of denry groups too is you can get
  • 00:24:02
    your Botox and your filler in the same
  • 00:24:03
    seat too yeah Stop
  • 00:24:06
    Shop I like it I need some I look really
  • 00:24:09
    tired today I was up late last night
  • 00:24:11
    prepping for this Chris um uh 60 some
  • 00:24:15
    locations patient acquisition Paramount
  • 00:24:17
    you just got there what do you look at
  • 00:24:19
    first to drive patient acquisition
  • 00:24:20
    what's most important in your
  • 00:24:22
    mind yeah it's a lot of foundation
  • 00:24:24
    setting I mean um you know the it was
  • 00:24:28
    interesting there wasn't a lot of um I
  • 00:24:31
    would even say systems in place it was
  • 00:24:33
    very disperate we had um different
  • 00:24:36
    people doing different things there was
  • 00:24:37
    no sort of uh commonality amongst it so
  • 00:24:41
    a lot of it was you know it's like
  • 00:24:42
    anything else right you go in you do an
  • 00:24:44
    audit where we at some offices are
  • 00:24:46
    better than others um fortunately I will
  • 00:24:49
    say the one thing I did inherit are are
  • 00:24:53
    I mean just from an online perspective
  • 00:24:55
    amazing reviews our our offices to their
  • 00:24:57
    credit just the reputations are you know
  • 00:25:00
    47 and above um with an active review
  • 00:25:04
    solicitation program or by accident no
  • 00:25:06
    it it was almost by accident so so the
  • 00:25:08
    volume wasn't there I mean you know
  • 00:25:10
    hundreds um and and in some cases lower
  • 00:25:13
    volumes but you know a lot these off
  • 00:25:15
    these individual practices have been
  • 00:25:17
    around for 20 plus years so it's it's
  • 00:25:20
    sort of you know organically built up
  • 00:25:22
    over time but of course right now now
  • 00:25:24
    we've put in a new system in place where
  • 00:25:27
    we're maintain Ming that high rating of
  • 00:25:29
    course but now we have the volume the
  • 00:25:32
    the consistency that you know um we
  • 00:25:35
    think helps our SEO as well so yeah a
  • 00:25:38
    lot of it's Foundation setting um and
  • 00:25:40
    then and you know for for me I look at a
  • 00:25:44
    lot of I mean some of that's education
  • 00:25:46
    too because a lot of people think um
  • 00:25:50
    with all due respect they know about
  • 00:25:51
    marketing and they know some of the
  • 00:25:52
    details and how we get patients um so
  • 00:25:56
    it's kind of showing them the data like
  • 00:25:57
    no no no this is actually really where
  • 00:25:59
    we the patients versus what we think you
  • 00:26:02
    know yeah so everyone's a marketer you
  • 00:26:05
    didn't know that yeah yeah everyone
  • 00:26:07
    knows what web great websites look like
  • 00:26:09
    and they all say it should be modern and
  • 00:26:10
    clean that's the best yeah um yeah well
  • 00:26:13
    kudos to you we often forget that
  • 00:26:15
    reputation matters more than anything I
  • 00:26:19
    see you know it's quick we're almost all
  • 00:26:22
    private Equity back right so like
  • 00:26:24
    everybody wants to scale advertising as
  • 00:26:25
    quickly as possible get the three-year
  • 00:26:27
    exit everybody gets their second bite
  • 00:26:28
    everyone's happy that's what the
  • 00:26:29
    overlords want but what they forgot is
  • 00:26:32
    that we can drive more ads but if
  • 00:26:33
    patient a if Mama goes and looks and the
  • 00:26:35
    reviews are 1.1 less than the neighbor
  • 00:26:38
    Point mama ain't choosing us so uh
  • 00:26:41
    reputation matters and thank you for
  • 00:26:42
    saying SEO I haven't heard it enough in
  • 00:26:45
    these two days we all forgot about my
  • 00:26:46
    favorite thing Jody staying in the same
  • 00:26:49
    staying in the same bane of same sore
  • 00:26:50
    grow Jo John mentioned that they're
  • 00:26:52
    leveraging first party data and the in
  • 00:26:54
    their CDP to nurture patient is along
  • 00:26:56
    someone that didn't get a crown that
  • 00:26:58
    we've heard I heard at daika
  • 00:27:00
    everything's about same store growth
  • 00:27:01
    because interest rates are higher y Yad
  • 00:27:03
    Y what do you guys doing at SM Brands to
  • 00:27:05
    maximize capacity uh do you have any
  • 00:27:07
    kind of systems that you're building
  • 00:27:09
    there to get more people more butts and
  • 00:27:10
    seats if you will yeah I mean capacity
  • 00:27:14
    is what it's all about uh and um
  • 00:27:17
    obviously that starts with Staffing so
  • 00:27:19
    um you know we've really made a lot of
  • 00:27:22
    changes on the talent acquisition front
  • 00:27:24
    and I'd say our our operation there is
  • 00:27:28
    stronger than it ever has been and so um
  • 00:27:31
    that's you know Paramount and and so we
  • 00:27:34
    work very closely with that team to make
  • 00:27:36
    sure that um we've got the right people
  • 00:27:38
    in the right places and and optimize the
  • 00:27:41
    Staffing model in every location um
  • 00:27:44
    after that you know it comes into us
  • 00:27:48
    having a good visibility of capabilities
  • 00:27:51
    and really modeling where you know who's
  • 00:27:54
    ready and you know who's ready and and
  • 00:27:56
    so where should we spend for the maximum
  • 00:27:59
    results and so when we understand that
  • 00:28:01
    offices don't aren't in a position to
  • 00:28:04
    convert marketing dollars then we've got
  • 00:28:07
    one set of you know actions to to work
  • 00:28:10
    with them on and and really more than
  • 00:28:12
    ever before we're we're coming up with
  • 00:28:14
    ways to flex call handling support if
  • 00:28:17
    that's where the issue is or call volume
  • 00:28:20
    support you know is it is it that you
  • 00:28:22
    don't have enough ad bats or is it that
  • 00:28:24
    you know you're striking out and and
  • 00:28:26
    really we are trying to be effective on
  • 00:28:29
    both both sides so that we make sure
  • 00:28:31
    we're you know solving the right problem
  • 00:28:34
    right level of Staffing right at B right
  • 00:28:36
    number you've got a lot of data coming
  • 00:28:38
    to you you have a crazy dashboard that
  • 00:28:40
    you're looking at every day with
  • 00:28:41
    capacity levels and conversion R I like
  • 00:28:43
    to think it was this beautiful automated
  • 00:28:45
    thing there's a lot of there's still a
  • 00:28:47
    lot of manual effort um the the vision
  • 00:28:49
    of the beautiful automated thing is
  • 00:28:51
    there and we're getting closer and
  • 00:28:52
    closer all the time but um there's still
  • 00:28:54
    a lot of heavy lifting involved closer
  • 00:28:57
    and closer all the time marketing is
  • 00:28:59
    still in Art thank you the robots
  • 00:29:01
    haven't taken over our jobs yet that's
  • 00:29:02
    good we're still employable John what
  • 00:29:04
    are you guys doing at PDS I mean y'all
  • 00:29:06
    have huge Talent acquisition needs
  • 00:29:09
    obviously do does marketing support do
  • 00:29:11
    you support on that side Talent
  • 00:29:13
    acquisition we we support our recruiting
  • 00:29:16
    team um just with you know some of the
  • 00:29:19
    marketing strategies and things like
  • 00:29:20
    that but those kpis are on that team um
  • 00:29:23
    so we we support we don't oversee
  • 00:29:26
    marketing or recruiting yeah yeah yeah
  • 00:29:28
    it's like 30,000 support I guess yes
  • 00:29:31
    yeah we do partner I mean and going back
  • 00:29:32
    to what jod says you know patient
  • 00:29:35
    experience is important as well as even
  • 00:29:37
    team member experience is important and
  • 00:29:40
    so we we formed these smaller groups
  • 00:29:43
    where it's marketing it's contact center
  • 00:29:45
    it's our epic team and it's some
  • 00:29:48
    somebody on the Ops so we're constantly
  • 00:29:50
    talking about and looking for
  • 00:29:51
    opportunities to improve whether it is
  • 00:29:54
    picking up the phone or it is
  • 00:29:56
    conversions um the the the HC handoff or
  • 00:30:00
    the um yeah HC handoff on our side where
  • 00:30:03
    we can get case acceptance so we're
  • 00:30:04
    constantly looking at areas for
  • 00:30:06
    improvement because again there there's
  • 00:30:08
    always ways to improve yeah I love it
  • 00:30:10
    and team members matter just as much as
  • 00:30:12
    patients if not more because they affect
  • 00:30:13
    more than one patient so I love that
  • 00:30:15
    that has to be front and center as well
  • 00:30:17
    making sure employees colleagues are all
  • 00:30:18
    having a great experience too one more
  • 00:30:20
    thing that us marketers get to worry
  • 00:30:22
    about every day um guys I want to talk
  • 00:30:24
    we're going to queue up Q&A are those
  • 00:30:27
    going to get to yeah rush we got a few
  • 00:30:28
    minutes here left I want to talk 2025
  • 00:30:31
    we're very close we just have one very
  • 00:30:32
    silly week to get out of the way next
  • 00:30:34
    week and then we can really start
  • 00:30:36
    thinking about 2025 I'm pumped I want to
  • 00:30:38
    go around the room here um room what are
  • 00:30:41
    top challenge going into 25 top priority
  • 00:30:44
    going into 25 top challenge top priority
  • 00:30:46
    top challenge top priority Chris what's
  • 00:30:48
    up what's top of mind yeah top challenge
  • 00:30:51
    I would say is just continuing our new
  • 00:30:54
    patient growth um we've been pretty
  • 00:30:56
    fortunate with some of our Pilots we've
  • 00:30:58
    seen some really nice growth but it it's
  • 00:31:00
    spreading that out at scale and then you
  • 00:31:03
    know maintaining that growth that's I
  • 00:31:05
    would say the biggest challenge um what
  • 00:31:07
    was the other one priority going into
  • 00:31:10
    next year priority I'm actually gonna
  • 00:31:12
    say it's it's online scheduling again
  • 00:31:15
    you know it seems sort of basic uh to my
  • 00:31:18
    colleagues here probably not basic like
  • 00:31:20
    respectfully like to John and jod but
  • 00:31:22
    like you know to me it's just such a big
  • 00:31:25
    opportunity um so that that's going to
  • 00:31:28
    be a big push for sure yeah good yeah
  • 00:31:30
    it's foundational stuff you're getting
  • 00:31:32
    you're do you're doing the hard
  • 00:31:34
    necessary not as fun things so you can
  • 00:31:37
    have fun in later 25 maybe 26 so yeah
  • 00:31:41
    keep find a good fight John top struggle
  • 00:31:43
    top priority going in the next year yeah
  • 00:31:45
    um for us top two challenges that we're
  • 00:31:48
    working on is onboarding and retaining
  • 00:31:50
    clinicians right um patient flow isn't
  • 00:31:53
    always an issue at at majority of our
  • 00:31:55
    offices it's how do we on board and keep
  • 00:31:58
    are clinicians and our talent we have a
  • 00:32:00
    lot of great partners and competitors
  • 00:32:02
    like jod and Chris's companies where
  • 00:32:05
    they our docs have a lot of options and
  • 00:32:07
    so how do we onboard them and retain
  • 00:32:09
    them um is is one of our top priorities
  • 00:32:12
    our second or challenges one our second
  • 00:32:14
    one is around privacy and data I mean we
  • 00:32:17
    know with um cookie deprecation and all
  • 00:32:20
    these class action lawsuits that are
  • 00:32:23
    coming out which is why first party data
  • 00:32:25
    is so important right tracking and all
  • 00:32:29
    those issues are are becoming real
  • 00:32:31
    especially in the Hippa space so
  • 00:32:33
    navigating that is going to be important
  • 00:32:35
    so priorities for us go
  • 00:32:38
    ahead go finish your thought oh
  • 00:32:41
    priorities for us one is kind of going
  • 00:32:43
    back to that mouth Body Connection
  • 00:32:45
    education right your oral health impacts
  • 00:32:47
    your overall health helping our
  • 00:32:49
    consumers understand that impact and why
  • 00:32:51
    it's important for you to come and take
  • 00:32:52
    a look at uh come and visit our offices
  • 00:32:55
    and and help you understand your overall
  • 00:32:57
    health so that's one the second one for
  • 00:32:59
    us is going back to that patient
  • 00:33:01
    experience how do we continually improve
  • 00:33:03
    that patient experience building trust
  • 00:33:06
    and then increasing that case acceptance
  • 00:33:09
    because that 1% increase in case
  • 00:33:11
    acceptance is massive for us yeah the
  • 00:33:14
    advertising thing is the struggle with
  • 00:33:16
    the cookies and the pixels and
  • 00:33:17
    everything getting less effective how do
  • 00:33:18
    you scale it out CDP is one way I mean
  • 00:33:21
    you guys are taking a ton of the steps
  • 00:33:23
    and still the attorneys will come
  • 00:33:25
    rumaging around because they get two
  • 00:33:27
    patient
  • 00:33:28
    yeah they'll still knock on your door
  • 00:33:29
    I'm seeing them get dragged out and uh
  • 00:33:31
    with OHS all HHS all of them starting to
  • 00:33:34
    roll back regulation hopefully a lot of
  • 00:33:36
    these class actions will get dropped
  • 00:33:37
    unless someone's doing something so
  • 00:33:39
    ridiculous uploading patient data in The
  • 00:33:41
    Meta that was so four years ago nobody's
  • 00:33:43
    doing that guys like um so I I hope you
  • 00:33:46
    guys get through it that is a top
  • 00:33:47
    challenge John I'm glad you were brave
  • 00:33:48
    enough to bring it up a lot of people
  • 00:33:50
    get nervous and squeamish when they talk
  • 00:33:52
    about hippoc compliance advertising but
  • 00:33:54
    find a good fight and we've seen
  • 00:33:56
    advertising improve that is the cool
  • 00:33:58
    thing over the last four years we have
  • 00:34:00
    seen advertising improve with all of the
  • 00:34:03
    hippoc compliance regulatory advertising
  • 00:34:05
    stuff Healthcare marketers have
  • 00:34:07
    onboarded new technology they've learned
  • 00:34:08
    new tricks they be gotten a seat at the
  • 00:34:10
    table with legal and CIO and CTO and coo
  • 00:34:13
    where all of a sudden Mission
  • 00:34:15
    critical um so good luck and cool to
  • 00:34:18
    hear your priorities around onboarding
  • 00:34:19
    and and retaining clinicians do you have
  • 00:34:21
    overlapping uh locations with with Chris
  • 00:34:24
    and Jody are we competitive did I not
  • 00:34:26
    know that yes
  • 00:34:29
    weer I love it guys we're all here to
  • 00:34:31
    help each other Rising time Jody I have
  • 00:34:33
    I give tickets to all agencies for free
  • 00:34:36
    to come to scaving up because we want to
  • 00:34:37
    help everybody too they're competitive
  • 00:34:39
    so uh I'm glad y'all are gracious hey
  • 00:34:42
    Jody okay top struggle top priority
  • 00:34:44
    going into next year and then I'm gonna
  • 00:34:45
    take some questions from the audience
  • 00:34:47
    all right well top struggle is uh
  • 00:34:49
    continues to be Staffing especially on
  • 00:34:51
    the hygiene side uh and wage pressure I
  • 00:34:55
    mean that's there's been just you know
  • 00:34:56
    astronomic C growth in in wages uh that
  • 00:35:00
    has you know impacted the whole bottom
  • 00:35:02
    line so the rest of the operation has to
  • 00:35:04
    has to find ways to be more more
  • 00:35:06
    efficient and so um so that brings us to
  • 00:35:10
    some of the you know top priorities uh
  • 00:35:13
    one is you know one patient management
  • 00:35:17
    system so huge initiative to um to have
  • 00:35:21
    a single patient management system
  • 00:35:23
    across the whole organization that's a
  • 00:35:25
    multi-year effort to to get there 2025
  • 00:35:28
    will be you know a key year so that
  • 00:35:32
    that's important for both you know the
  • 00:35:35
    patient experience the clinician
  • 00:35:37
    experience as well as uh easier access
  • 00:35:40
    to all the information we need to run
  • 00:35:42
    the business um on the marketing side
  • 00:35:45
    you know basically right sizing
  • 00:35:47
    marketing by office making that
  • 00:35:49
    efficient and automated and and making
  • 00:35:52
    sure we're getting the the most
  • 00:35:53
    effective programs in front of each
  • 00:35:56
    office and not being one I fits all um
  • 00:35:59
    so that's um that's happening uh on the
  • 00:36:02
    current patient side standing up
  • 00:36:05
    Salesforce marketing Cloud to be able to
  • 00:36:07
    do more onetoone uh Marketing in
  • 00:36:10
    converting our current patients into
  • 00:36:13
    lifetime patients taking care of their
  • 00:36:16
    health um so those those are pretty much
  • 00:36:19
    uh some of the the is that it yeah
  • 00:36:22
    there's a few more but I'll
  • 00:36:24
    stop oh my God yall have huge jobs and
  • 00:36:27
    um it's cool what Jody say guys y'all
  • 00:36:29
    want to be a CMO of a 600 location group
  • 00:36:32
    you have to think like a business leader
  • 00:36:34
    notice how she mentions wage pressure
  • 00:36:36
    things like that like we have to think
  • 00:36:37
    like the sea levels think we have to
  • 00:36:39
    think like the CEO and the private
  • 00:36:41
    Equity guys and women think like those
  • 00:36:43
    things matter and then what do we do
  • 00:36:45
    from a marketing perspective to combat
  • 00:36:46
    some of that stuff um so yeah you don't
  • 00:36:49
    have it easy Jody it's cool to hear
  • 00:36:50
    about the nurturing system you want to
  • 00:36:52
    put in place and customizing marketing
  • 00:36:54
    impact in advertising spend by location
  • 00:36:57
    not easy that means more data coming at
  • 00:36:59
    you for 600 locations every day capacity
  • 00:37:02
    Staffing W you got a big job going into
  • 00:37:04
    2025 we have a lot of questions we won't
  • 00:37:08
    be able to get to them all thank you
  • 00:37:09
    guys thank you guys I'm looking through
  • 00:37:11
    them all now and uh if we don't get to
  • 00:37:15
    your question there's an AMA later with
  • 00:37:16
    our team but if you want to reach out
  • 00:37:19
    Chris John and jod are extremely
  • 00:37:20
    generous go find them on LinkedIn if I
  • 00:37:22
    don't get to your question okay and um
  • 00:37:24
    they're they're active and they'll
  • 00:37:26
    answer them all right I'm going to pull
  • 00:37:27
    some up here that we didn't touch
  • 00:37:30
    on I like this one um do you see higher
  • 00:37:33
    cancellation rates with online
  • 00:37:34
    scheduling vers called in appointments
  • 00:37:36
    anybody take
  • 00:37:38
    it slightly higher in our case but not
  • 00:37:41
    as much as we feared do you do anything
  • 00:37:43
    to combat it uh we encourage welcome
  • 00:37:46
    calls if the if the office
  • 00:37:49
    gets got it John simler yeah uh for us
  • 00:37:52
    it's it's not the difference between
  • 00:37:53
    online and phone it's the difference
  • 00:37:56
    between how far they're SK doing out so
  • 00:37:58
    our goal is to get everybody within
  • 00:38:00
    seven days the further we book them out
  • 00:38:02
    they likely more likely for them to to
  • 00:38:04
    not show up John will you cut off
  • 00:38:07
    advertising if there's not online if
  • 00:38:09
    there's not appointments within seven
  • 00:38:10
    days is that your is that your cut off
  • 00:38:12
    point no appointments within seven days
  • 00:38:14
    it won't it's not likely to convert well
  • 00:38:15
    or show up well is there any do you use
  • 00:38:17
    any metric like that yeah you know
  • 00:38:19
    similar to what Jody said you if
  • 00:38:21
    operationally we're not sound if they
  • 00:38:23
    don't have any availability we then
  • 00:38:25
    start reducing the amount of paid media
  • 00:38:28
    marketing right until they can get
  • 00:38:31
    operationally sound then we'll turn that
  • 00:38:33
    back on but there's no point of bringing
  • 00:38:34
    people to our site trying to booking
  • 00:38:36
    online and not having for them to be
  • 00:38:38
    able to book it's mading getting blamed
  • 00:38:41
    for not getting enough leads and it's
  • 00:38:43
    like you don't struggle from a lack of
  • 00:38:45
    leads buddy uh you you ain't doing
  • 00:38:47
    anything with are the ones that we send
  • 00:38:49
    patient testimonials how do you get them
  • 00:38:51
    and how do you use them in marketing
  • 00:38:52
    materials patient testimonials how do
  • 00:38:53
    you get them how do you get them and how
  • 00:38:55
    do you use them anybody have any tricks
  • 00:38:57
    no I I I saw Dana's comment and I
  • 00:38:59
    thought it was really great and we we do
  • 00:39:01
    leverage a ton of patient testimonials
  • 00:39:04
    because again you know there's a lot of
  • 00:39:06
    stories around how it's impacting their
  • 00:39:08
    overall health we're leveraging that and
  • 00:39:11
    in addition to that um we're leveraging
  • 00:39:14
    um um influencers and content creators
  • 00:39:17
    again again because and we're all
  • 00:39:18
    marketers we know that social validation
  • 00:39:21
    is very important they want to hear from
  • 00:39:23
    their peers a lot more than they want to
  • 00:39:25
    hear from us and so leveraging
  • 00:39:27
    testimonials um social um and those
  • 00:39:30
    types of platforms is huge for us I love
  • 00:39:33
    it I love it we we're very focused on on
  • 00:39:37
    you know a couple of our growing areas
  • 00:39:39
    of lines of business like uh clear
  • 00:39:42
    aliners implant implant retain Dentures
  • 00:39:45
    those are the areas where the
  • 00:39:47
    testimonials are most valuable for us
  • 00:39:49
    and where we're really actively um
  • 00:39:51
    collecting
  • 00:39:52
    them do you promote the nonprofit work
  • 00:39:56
    that Stephen you guys do through the
  • 00:39:57
    found is that utilized as part of a
  • 00:39:59
    differentiator for smile brand yeah it's
  • 00:40:02
    it's in most of our offices there's
  • 00:40:04
    there's stuff on the walls you know
  • 00:40:06
    making sure that they understand that
  • 00:40:07
    that's an important part of who we
  • 00:40:09
    are yeah I love it um and for me that
  • 00:40:13
    would matter if I went into a location I
  • 00:40:14
    saw the marketing materials that that
  • 00:40:16
    would matter to me maybe not everybody
  • 00:40:18
    um Chris um you come from highly
  • 00:40:21
    referral driven anybody can take this
  • 00:40:23
    but um we've got a question we usually
  • 00:40:26
    rely on referrals historically what do
  • 00:40:28
    you recommend as the first steps to
  • 00:40:29
    venture into digital I've heard this
  • 00:40:31
    many times throughout the year for
  • 00:40:32
    smaller groups also so actually not just
  • 00:40:34
    smaller a lot of groups grow through
  • 00:40:36
    referral and finally the entrepreneur
  • 00:40:38
    and the provider is like we've grown
  • 00:40:39
    this way the whole time we don't need
  • 00:40:41
    digital how any tips guys to how to get
  • 00:40:43
    a group starting into
  • 00:40:45
    digital get a good partner I can go um
  • 00:40:48
    again you know Insurance referrals they
  • 00:40:51
    still make up a majority of our
  • 00:40:53
    appointments right because that's where
  • 00:40:55
    they're they're being covered and paid
  • 00:40:57
    for
  • 00:40:57
    um but to help offset you have to have a
  • 00:41:00
    combination between paid and non-paid
  • 00:41:03
    right and if you need patient flow
  • 00:41:04
    really quickly leverage your paid but in
  • 00:41:07
    the meantime don't forget SEO there
  • 00:41:09
    because SEO is a longtail marketing form
  • 00:41:12
    whether it's your your content um
  • 00:41:15
    whether it's your reviews you continue
  • 00:41:17
    to have to augment um with Omni Channel
  • 00:41:21
    and can't just put all of your eggs in
  • 00:41:22
    one bucket yeah agre out there yeah it's
  • 00:41:28
    the balance I mean I think we all know
  • 00:41:29
    again SEO is the long game it's the
  • 00:41:31
    marathon but you've got to do it if you
  • 00:41:34
    know you got to start today in order to
  • 00:41:36
    see the benefits and and paid is that
  • 00:41:38
    you know SP it you can turn on and off
  • 00:41:40
    same here yeah yeah's been Ming the last
  • 00:41:44
    few years too up down Google tell us
  • 00:41:46
    something that we can use come on what's
  • 00:41:47
    up Jody well I you know we've been also
  • 00:41:50
    as part of the wellness check process
  • 00:41:52
    making sure the offices understand that
  • 00:41:53
    they play a role in SEO and it's not
  • 00:41:55
    just a centralized marketing thing so if
  • 00:41:58
    you provide the uh the testimonial
  • 00:42:00
    content and the the social content
  • 00:42:03
    that's going to help your SEO so you
  • 00:42:05
    know we're trying to make it easier and
  • 00:42:07
    easier for them to do it and and make
  • 00:42:09
    sure that it's not just those few you
  • 00:42:12
    know Facebook happy folks that are doing
  • 00:42:14
    it that it's really across the board and
  • 00:42:17
    that they understand it's part of U of
  • 00:42:20
    driving SEO that they don't really
  • 00:42:22
    understand how SEO works but they
  • 00:42:23
    understand that they want it and if we
  • 00:42:25
    can give them a reason to particip
  • 00:42:27
    it's all the better they want the cheap
  • 00:42:30
    leads yeah does anyone understand how
  • 00:42:32
    SEO work well golee so Jody I was gonna
  • 00:42:36
    say and John will'll wrap up with what
  • 00:42:37
    you were gonna say Google released the
  • 00:42:39
    algorithm not intentionally this year
  • 00:42:41
    and it does take into effect it does
  • 00:42:42
    take into account social signals so
  • 00:42:44
    Jody's right if you're active on these
  • 00:42:46
    channels Google is seeing that giving
  • 00:42:47
    some credit to it it's also taking on
  • 00:42:49
    dwell time and bounce rate so if people
  • 00:42:50
    are coming on and there's no video
  • 00:42:52
    testimonials there's no office
  • 00:42:53
    walkthroughs there's nothing engaging
  • 00:42:55
    there when they see people bouncing back
  • 00:42:56
    it screws your SEO up so Jody's actually
  • 00:42:58
    spot on they we did see some of that in
  • 00:43:01
    the algo release um still it changes
  • 00:43:03
    every quarter so who knows John yeah
  • 00:43:06
    what I was going to say was to piggy
  • 00:43:07
    back off the question um as you're
  • 00:43:09
    getting away from referrals and
  • 00:43:11
    insurance um and no matter what
  • 00:43:13
    marketing channel you leverage the
  • 00:43:15
    importance of tracking making sure that
  • 00:43:17
    you can track your efforts all the way
  • 00:43:19
    through to the appointment is going to
  • 00:43:22
    help you paint that picture to your
  • 00:43:24
    business stakeholders of the
  • 00:43:25
    effectiveness of what you're doing
  • 00:43:27
    so again no matter what channel you use
  • 00:43:29
    make sure your your tracking is solid
  • 00:43:32
    yeah get a baseline kpi of some sort you
  • 00:43:34
    may not have a CRM that can track out
  • 00:43:36
    get a baseline SEO did this PTC did this
  • 00:43:38
    and now we're doing this and this is how
  • 00:43:40
    many appointments you used to get this
  • 00:43:42
    is how many I love it guys this was
  • 00:43:44
    phenomenal man I had like five more
  • 00:43:45
    questions I wanted to run by you guys I
  • 00:43:47
    guess it leaves us wanting for more or
  • 00:43:49
    something anyways uh Chris John jod
  • 00:43:52
    thank you so much for your time I think
  • 00:43:54
    you'll have some fans coming you on
  • 00:43:55
    LinkedIn to send all the questions we
  • 00:43:57
    were not able to get to this is awesome
  • 00:44:00
    this is part of community and like I
  • 00:44:02
    said the topics today y'all's answers
  • 00:44:04
    they didn't really just apply to dental
  • 00:44:06
    uh this applied to any healthc care
  • 00:44:08
    services vertical so thank you guys so
  • 00:44:10
    much uh the chat was litty if you will
  • 00:44:13
    and I wish I could have seen them all
  • 00:44:14
    and commented but hopefully you guys saw
  • 00:44:16
    that recordings will go out you guys
  • 00:44:18
    take a nice break thank you so much for
  • 00:44:20
    joining us and giving us 45 minutes of
  • 00:44:22
    your time back to changing the world
  • 00:44:25
    yeah thank you thank you
  • 00:44:28
    there you are
Tags
  • dental marketing
  • customer data platforms
  • patient acquisition
  • online scheduling
  • clinician retention
  • data privacy
  • reputation management
  • healthcare integration
  • future trends
  • operational alignment