How AI Is Rewriting Dental Marketing: What Every Practice Must Know Before It's Too Late

What's up everybody and welcome to another exciting episode of the Automatic Patient Podcast. I'm your host today, Jordan Comstock. And with me today, I've got a cool guest. His name's Adrian Lefler, good buddy of ours. We're both uh Utah dudes, cool Utah dudes. We'll say that, Adrian. >> [laughter] >> Adrian, welcome to the show, man. How you doing? >> Pretty good, dude. Is Is cool Is Utah Is Utah cool? I don't know. Southern California might be cooler. >> Maybe Southern California is cooler, yeah. >> Yeah.

>> [laughter] >> You're probably right. >> [gasps] >> Adrian, welcome to the show, man. What's new? >> Thanks, man. What is new? >> Yeah. >> Oh, tons. Apparently, you're You're like floating in the sky. I'm like in Yeah, it's hell right now. It's like heaven and hell. >> [laughter] >> It's heaven and hell, man. Yeah, that's what That's what's going on right now. >> [laughter] >> There's a lot going on, dude. You know, there's a lot going on right now. Um I don't know where you

want to start, though. But >> Yeah, let's let's let's start with this. Explain to our audience who you are, how you got into dentistry, and and then we'll we'll dive deep into >> No, good. >> all the questions. >> Just quick quick quick quick download on who I am. So, I'm the CEO of My Social Practice. I have a business partner, his name's Seth Alley. He's a co-founder with me. We've been offering dental digital marketing services for 17 years. We only work in dentistry. Unfortunately, from

We're from Utah, where every other dental marketing company [laughter] is. >> There's a lot here. >> Yeah, there is. There is. And um Yeah, we just we we We just love working in the dental industry. It's awesome. We love it. And uh and >> you What got you started in the dental space? Like, do you have a dental background? >> [clears throat] >> No, I I don't. I uh we kind of like landed at Seth used to work uh my business partner used to work at

a dental marketing company 20 years ago that went defunct. >> Yeah, sure. >> And uh not because of him, because of the owner. And um I had another company was not inside dental but it was a search engine optimization company and in the '09 crunch crash we got cleaned out and so did their company. So I called Seth up like dude I just got wiped out man but I got this great product. I can get dentists or I didn't say I didn't say dentist. I can

get a business on the front page of Google in the Google map. This is back in '08, '09, right? >> Sure, yeah. >> And he's like oh well my company just went out of business and I've got 3,500 contacts. Let's just call them. I'm like let's call them and they were all dentists and that's how it all started. It was >> [laughter] >> It was a great It's a It's a great product. It's basically local SEO is what we were doing. Back then though you could

you could do it. >> deal back then. >> Oh it was huge man. You'd get them on the front page of Google and they get 50 freaking new phone calls like every month. Just like crazy business. So we just started offering that and then we then we launched social media and we kind of like decided on our name as My Social Practice which you know, we thought about changing away from just social media cuz we do everything. Like design, website design, all that kind of stuff.

But you know, we're kind of known as kind of the social media dental marketing company. >> Yeah. >> Anyway, that's who we are. >> Very cool. No, I I've I've enjoyed hanging out with you at all the events and uh it's cool that we're both from Utah I guess. >> Yeah, I love Dude, I've had so I had so much freaking fun coming out to Hawaii and staying in your condo. >> [laughter] >> Yeah, yeah, I needed to send you. >> Oh oh that's right I

haven't been invited. >> Yeah, you haven't been invited yet. Sorry Adrian. >> [laughter] >> Sorry bro. >> I probably need to send you a lot of business. >> Yeah, and then we'll go together. Yeah, that'd be a fun That'd be a fun trip to take a few a few homies. >> [laughter] >> So all right Adrian, I got a couple questions for you here. You have a You have a claim that we got to talk about. So your claim is that DSO executives don't know what

they don't know about their own marketing and that what they don't know is exactly what they don't know right now. What the hell do you mean by that, bro? >> [laughter] >> You screwed it You screwed it up. Okay, it's this. All right, so we're we're speaking we're speaking to uh anybody that runs a dental marketing team. So, DSOs typically, you know, depending on the size of the DSO. Usually they'll have a marketing team. So, an executive at a DSO organization does not know what they

don't know in relationship to their marketing. And what they don't know about marketing right now right now is what they absolutely need to know. And so, it's this double blind problem. >> Yeah, yeah, yeah. >> And it's a it's a kind of a funky thing to say, but I'll explain it, okay? >> Yeah, well, marketing's changed a lot, I bet, with AI and everything, which I'm sure you'll go into that, yeah. >> Yeah, yeah, yeah, totally. So, it's all changed. All right. So, here here's here's

what's happened. In uh since chat chat GPT launched things have been kind of like really kind of moving towards uh search changing. >> Yeah. >> Um and just recently, like just like this spring in 2026 Google made four or five massive updates to the way that they do their their search engine uh results, okay? And they are now full AI mode. They've basically got their AI engine, Gemini, as the the the core engine behind rankings and recommendations and so forth. It's been announced, it's happened, they

made fully made the switch. So so search has fundamentally changed. And >> I've noticed big time. >> Yeah, and and when I say search, I'm that that's a word that describes search engine optimization. It's being found in the search engines. That's what that's what search means. So, search uh has fundamentally changed and the the work that you do for search engine optimization hasn't changed but the judge >> Interesting. >> of that work has changed. So you know, we still write blog articles, we still build websites,

we still do social media marketing. Still content engine, right? And that's kind of all very similar in nature but the judge, the search engine that's judging the content has fundamentally changed. It's not the same it's not the same judge, okay? So the So what you have to realize is that like the the the the nuance of the content that you're distributing >> Mhm. >> is a little bit different than what you used to do in the past based upon the way that the judgment is being

made by the search engines which is AI powered now whereas previously it wasn't. And AI is just infinitely more capable of making assertions and recommendations and analyzing data and synthesizing data than the old search engines, okay? So that's one fundamental problem. The judge of your content has changed. So what does that mean? We can talk about it. Secondarily the way that the marketing work is done like the writing the copy, the making of a campaign, the designing this, it's the linking, the blah blah blah, whatever

it might be. The actual work has absolutely changed. Meaning that human beings aren't well they shouldn't be doing the work cuz automate AI automations automation and AI capabilities now, this is happening in the last 6 months. >> Yeah. >> You you can get an automation to do 80% of the work that a marketing team has to used to have to do by hand. 80% of it. >> We've got AI employees now. It's crazy. >> Yeah. Yeah, [laughter] it's wild. So So So here's So So the

the the the judge of your content has changed and the way the work is being done has changed. Now, here's going back to my claim of you don't know what you don't know, okay? Here's the reality. Unless you are neck deep, like literally neck deep, in researching how marketing has shifted over the last 6 months, you have no idea what's going on. And the team The team that you have right now, the marketing team that you have right now, was probably hired more than 6 months

ago and they are probably working their asses off >> Do they know the new way? >> right work, but they're doing it the old way and they're probably not doing the right stuff. You can't blame them, okay? And you can't blame yourself because you never got the memo. The whole system has fundamentally changed. And so the way if you were to >> It's totally different. If you were to start today building a marketing company, okay? Or a marketing team, let's say. Yeah. You would not hire

the same people you hired 6 months ago. You just flat-out wouldn't. There's different positions, there's different skill sets, there's different strategies, and that's what the executives don't know that they don't know. And here's Here's the problem. The feedback loop is all junk It's all muddied muddied up. The executive is looking at their marketing team and their marketing team is producing results, okay? They're working hard doing the things that they were asked to do. And so they come back to you and say, "Here, we built the

website. We wrote the blog article. We posted the social media content. We did this." And so the executive goes, "Okay, great. Everything's working." But the foundation of the entire system has fundamentally shifted. >> [snorts] >> So the way that they're doing the work is out of date. And and the way that the content that's being published may be being judged or is being judged differently and it may not have the same effect that it used to. So everybody that has a marketing team needs to wake

up and understand that they're probably not doing it correctly with the tools that are available. >> update. Yeah, cuz like historically what did Google looked at what? Backlinks and uh like how you wrote through the the content quality and yeah, the copy and all that stuff. But today like what are they looking at? Like how are they judging differently today versus the old model? >> Well, [snorts] I'll I'll give you I'll give you one example. So, this is we're talking about the judgment of the content

issue versus how the content is created, right? >> Yeah. Yeah. >> So, I'll give you I'll give you one example. So, um traditional search engines, which are basically gone, okay? So, they all moved to AI search engines. >> in and it's just AI overviews now. It's crazy. >> Yeah, and everything in the in the result is all being analyzed by an AI search engine, not the traditional methodology, right? So, it used to be like um you would optimize for keywords. >> Yes. Sure. >> a really

basic example. Like for you, you would like dental membership plans. Yeah. When somebody goes online and they search for dental membership plan, how do I get Boom Cloud to be the top result? Yes. Right? Right. So, so what it would do is the old search engines would look at dental membership plan as a keyword and they would match that with content online that's super relatable. So, if you had an article that's called dental membership plans, it might >> Yeah. >> rank cuz it's a like a

match with the search phrase, right? That's not happening anymore. If somebody goes online now, first of all, search queries are infinitely longer. They're so much longer than they used to be cuz people are using voice search. They're not typing anymore. So, the query might be something like or you're going to ChatGPT and like, "Hey, tell me what I should do about this with my practice or whatever." Or about how do I attract more patients in a with a good ROI? >> Or they'd say something like

or yeah, yeah, they'd say something like "Hey, chat GPT, I'm trying to find some information on the benefits of launching my own dental membership plan. >> Yeah. >> My buddy's doing it, a colleague of mine over in, you know, Bend, Oregon, and he says it's great, but then I've got another colleague that's just fine, doesn't do it. I just I don't even know what to do, and it seems like a lot of work. Like that's the freaking search phrase. >> Very conversational search query. >> Yeah.

Yeah. That's the search phrase. So, what happens is the In In the old method, nobody would search that way cuz it would take too damn long to type it out, right? >> Yeah, yeah, yeah. >> Who's going to type that? It's like, "Dental membership plans, go." >> Yeah. >> Uh this is right here, got it, right. So, so now you get these really, really, really long search queries. And And even if they're short, it doesn't matter. But what the AI does is it takes that query,

and it doesn't doesn't answer that question. It breaks it into sub queries, into like dozens of sub queries. >> Okay. >> So, it might ask, "Benefits of dental membership plans? >> Mhm. >> What's a dental membership plan?" It's going to ask questions >> Okay. >> that are sub questions to answer the original query. And then it fans out, and grabs content from all all over the place. Doesn't go to one article and grab everything. It goes to 50 different sites, grabs a paragraph here, a quote

here, this, there, whatever, brings it back in, synthesizes it, and then has its own recommendation. >> Based off of the data it collected. >> based on the data it collected. >> Fascinating. >> So, so So, now, to give you a very clear example, if you're trying to do search engine optimization, you're not optimizing for dental membership plan, >> Yeah. >> the keyword. What you're optimizing for is you're looking You would go and you would look at the sources that the AI is grabbing the data from

to create its own response and say, "How do I create content like that? Or how do I get my company listed in that source?" >> Yes, okay. >> So, you're retro you're retroactively going back and you're looking at how the AI search engine is grabbing the information and you're trying to you're trying to like slip in >> Yeah, I got it. >> it's grabbing its information. And there's all sorts of strategies to do that with authority and linking and all kinds of stuff. But it's a

different strategy. You're not just writing an article called best dental membership plans and posting it on your website because the AI search engine may never be looking at your website as a source. >> Yeah, that makes sense. >> Right? >> Fascinating. >> a different totally different strategy. >> It really is today. Like I So, I used to do SEO in my 20s. I I worked for a a small firm here. Um for a little bit. Um and then I always have done it on the side

with other projects. Right? So, that's that's fascinating that it's changed so much. So, uh let's do this. What what happens to a practice when AI doesn't pick them now? When when in the old model, AI was picking them because, you know, they're showing up for certain keywords that patients were searching for. What like what happens now like for these practices? >> Well, so so the uh scary truth, and I don't mean to say this to be scary, but this is this is the reality, is that

the way human beings are interacting with AI search engines and [clears throat] AI as in general, is they are passing off, as quickly as they can, all of the research to the AI. Okay? It's kind of like I have a I have this example called the librarian example, okay? >> Okay. >> So, we used to go to this place called a library. I don't know if anybody knows what it is anymore. There were these places that There were books and What's What's a book? You know,

whatever, right? >> [laughter] >> So, let's say that you're studying for your economics 110 class, okay? So, you go to the library and you're like, "Librarian, I need some books to teach me about economics or whatever, right?" This is a bad example, but just follow me. Um and the librarian will say, "Oh, go over to that that column, you know, look into these and grab these five books." And so, you go grab the books and you walk home and you read them and all that kind

of stuff. Well, that's not what happens now with AI search. With AI search, you walk into the library, you say "Librarian, I am trying to study on economics blah blah blah." And the librarian just says, "What do you want to know? Well, what are the answers to the questions?" And the librarian goes, "Here are the answers." >> Yeah, yeah. >> walk out. You don't do any of the research, right? >> That's a great example, yeah. >> So, so that's what's happening. So, if you notice in

your own behavior, if you're been interacting with AI >> Yeah, like >> what you start [clears throat] noticing is like it's like, "Holy cow, I don't know I don't need to do any research. I just need to tell the AI how to evaluate the information to give me what I want." >> I just got to be good at giving it instructions and >> You give it instructions, it does the work, okay? So, so with that, okay? So, with that example, here's what's happening. When you go

to Google now and Google Gemini, which is Gemini is >> They're over They're They're They're They're AI overlord. >> Yeah, yeah. >> [laughter] >> When you go to Gemini >> Yeah, yeah, yeah. >> When you go to Gemini and you start asking it questions, if they're healthcare-related questions, you're just you're just trying to get answers out of it, right? >> Yeah. >> You're just trying to get answers. And so, you don't end up doing the research yourself and you begin to rely more and more and

more on the answers because if you give it prompts correctly, if you interact with correct you actually get exactly what you want back. >> Sure, yeah. >> So, what that does for a dentist is this. Is it's no longer that somebody goes and says, "Best dentist in Salt Lake City, Utah?" >> Yeah. >> They don't ask that question. They ask a really, really long question. The AI goes out, does its research, and then gives a recommendation. And if the dentist practice is not in that recommendation,

they don't get seen. They're invisible. >> Yeah. >> Okay? So, um so what's happening is uh there's a there's a phenomenon called the zero-click phenomenon. Okay? >> Yeah, sure. >> So, zero-click phenomenon is that when you go to a search engine, if if a search if query goes in, question goes in, >> Yep. >> and that person never clicks on anything, because they get their answer just right there, it's called a zero-click. >> Yeah. So, so is Google looking at it as, "Hey, we're doing our

job cuz they're not clicking?" >> Exactly. Cuz they're not going anywhere. Google wants to keep you in their in their ecosystem. They don't want to say that, but they do. >> Yeah. >> But the reality is this, if if nobody's clicking to your website to do their own research, the AI recommendation is the final answer. So, if you are not in that recommendation, somehow, you're invisible online. And that's the scary truth. So, yeah, that's a that Hopefully that is a really long-winded, uh very illustrative a

answer to your question. >> That I I think that was that was really good. Made sense. The library example was did it for me. >> Yeah. >> No, that's really interesting cuz we're like we we see here at Boom Cloud, we're seeing more and more practices finding us because of AI. >> Because of AI. >> Which is fascinating, right? >> That's great. >> It's it's it's great. Yeah, and it's still something we're like, "Oh, we need to really change our our our playbook here around this

cuz um it's yeah, it it's changed a ton." >> Well, you've got a you're you got to kind of a content engine there. You've done a really good job. I mean, I watch the stuff that you've produced. And so, you've you've got >> We Yeah, we have a massive We have I think on our website, we have uh I mean, in the day back in the day, we've done like more topical authority in the industry. Um so, we have like over 5,000 articles that talk about

all things in dentistry. And then And then we relate it back to like patient membership plans. So, that's really helped us with AI search and everything. And we didn't even plan for that. That just kind of happened and like, "Oh, good. >> [laughter] >> AI uses our website as a massive resource because we're we have a lot of content, right? So, and then uh another thing you said is the way work itself gets done is different now. And I I've seen that here at Boom Cloud.

Like, we literally have AI employees today from marketing to the development side of our business. Um and that's changed drastically for us. Like, what is that looking like for for practices? Are Are they in and within their own marketing because I would imagine that's the first place they would they would look at how to how how it's done. >> So, so the the why why the work has changed or how the work has changed, okay? Um and I can speak to the way that we do

it, which I think is a good example, but um >> Yeah. >> So, 6 or 7 months ago, Claude, which is a an LLM, okay? And Anthropic is the company that owns Claude. It's Claude is kind of like ChatGPT. It's kind of like Google Gemini, but it's made >> Or it's more like coder software. >> Yeah, we use it for developers. Okay. >> We use it all the time. >> Claude kind of launched and really dramatically upskilled all the all the LLMs have upskilled their their

>> Because of Claude, right? Cuz Claude was kind of leading in >> Well, they were kind of competing and stuff. And they And the LLMs have just gotten so freaking insane. >> It's insane. >> That's what happens when you dump a trillion dollars into like >> cheap >> developing an AI, right? >> Yeah. >> So So anyway, what's happened is um the the in inside of Claude, the ability to create automations that are that are kind of like built on layers of AI and automation became

really, really easy. >> Yeah. >> And very, very capable. So you can build >> know what you're doing. >> Oh, absolutely. [laughter] Yeah, you got to know what to say and got to know >> Yeah, like that's the thing that I've noticed building like an agentic employee. It's like you still need to know how to set it up and connect everything. But anyways, keep going. Yeah. >> [laughter] >> If you spent some time in it though, I mean you can really kind of pick it up.

But anyway, the whole point here is that is that when you take a look at your marketing team and you look at the the the content engines. You've got ads, you've got copywriting, you've got website development, you've got social media posting, you've got responding comments, you've got blog article writing, you've got link building. You got all these like things that you do in in in in in marketing. >> Yeah. >> About 80% of that can be automated through through Claude projects. Okay? Claude projects are agentic

AI and skills and so forth. You can actually look at your employee that does like I'll I'll use copywriting cuz it's a really, really easy example. >> Yeah, that's it. That's kind of the first thing that kind of went, right? With >> Yeah, it kind of it's kind of gone, right? Like like Like if I'm talk Like if there's an executive listening to this right now and you have a copywriter on staff, >> you don't know what you don't know. They're not hired anymore. >> That's

a great example of the first guy. >> They're like so 2025, right? They're so 2025. >> So 2025, that's so lame. [clears throat] >> [laughter] >> Right? >> Yeah. >> Copywriters are gone. The the profession is over. You have automation editors. That's what you have now. You're hiring for a different position because you can get all your copywriting done really, really well by an automation, but before you publish, you want somebody to you want a human in the loop to look at it to make sure

the automation is producing the right content. >> Yeah. >> And then they authorize it. They offer their judgment and then hit publish. >> Yeah. >> So now, so so in our in our company, I used to have two copywriters, okay? One of them was my sister. >> Oh, really? >> have We used to We used to have copywriters here. Now it's uh Yeah, we built a system that doesn't >> Yeah, yeah, yeah. >> So [laughter] Right, right, right. So So I had these two I had

two copywriters who write maybe six, seven hundred pages of copy a month. >> Yeah. >> Just banging away all day. Banging away all day. Write copy, right? So we built this automation and my sister, who was one of our copywriters, is like freaking out, like losing her sh- mind. Almost said the word. >> You can say it. This is This is This is an open podcast, yeah. >> Oh, [laughter] she's losing her >> Yeah, yeah. >> She thinks she's getting fired. I said, "No, no, no,

you're not getting fired. I'm going to But I'm going to move you from copywriting into the marketing department." >> yeah, yeah. >> It changes. And we went to the other copywriter and we said, um "You're fired. And now we'd like to offer you your new position, which is [laughter] uh an automation editor. You're not writing copy anymore. We know you love to write dental copy. We This girl loves to write dental copy. We're like, "You're kind of done writing copy." And uh so now she can

She can edit even more than both of those two together. The copy is better and she's not writing anything. She's just making sure that the automation we've built is continually being updated to improve on itself. So we've got somebody who's not just writing copy, they're editing, but they're also they understand the automation. >> Improving the system. >> They're They're the feedback loop goes back to our automation engineer who built the system saying, "We need to update this so the output is better." >> Yeah. >> So,

it's a different position. >> Yes. >> Right? It's somebody who understands automation, edits, and also can think like, "How can I improve the system?" >> Yeah. >> Right? >> There's they're becoming at least my mindset just in the AI movement in general, employees are becoming managers of systems versus the the person that doing the tactics of that system, right? Is kind of what I'm seeing. Yeah, that's what I'm seeing because obviously running a software company we've in I guess software and marketing both use a lot

of AI today in a lot of their processes. And it's like it's been the best thing I think for for us. We're able to develop faster, create things for our customers faster. But imagine it's the same for you guys. So, we're I mean, when it was initially coming out they're like, "Is this a threat to to marketing and software development?" Like, "No, this is this is a amplifier for us." >> [laughter] >> You know what I mean? So, but for for a practice doing this, I

would imagine um today with you guys helping practices run their marketing cuz a practice doesn't have the time to sit down and create a Claude uh agent to employ. >> if you if we're talk Go ahead. >> I just haven't yet seen that in this industry where where you got a dentist opening up Claude and and maybe some of them maybe there's a small percentage of them. But the more innovative doctors, but um you don't see practices or even DSOs building their own Claude systems that

help them run their marketing engine better. Is that what you're seeing? >> the real Yeah, yeah. Here's the reality. If there's an individual out there that understands how to build in Claude or Google anti-gravity or ChatGPT, they're building their own they're building their own companies. >> [laughter] >> They're not going and working for anybody. >> Yeah, yeah. >> That's why that's why when you go to a show now >> of entrepreneurship is happening then. >> It's it Yeah, you go to a show like like my

buddy my business partner Seth with the Dyckman. He says half the freaking room were AI companies and there people literally who like oh, I'll figure this cloud thing out or I'll figure Google integrate. I'm going to I'm going to rebuild that old system into an AI agentic system and I'm going to sell it. >> Yeah. >> I read a I read a couple articles kind of industry-wide not dental but industry-wide the number one position for hiring right now where we seeing a significant uptick in people

requesting this position is called a GTM engineer. It's a go to market engineer. >> Oh, yeah. Essentially what an entrepreneur >> Yeah. Yeah. >> This is basically the the position we're talking about. The average salary for that position is $182,000 a year. >> Yeah. >> Starting. >> Yeah. >> So if that person doesn't go build their own company, you better be ready to fork out $182,000 a year to get somebody good to build a system. So if you're talking about an individual practice, they are not

building this stuff. >> No, that's so that's how I look at myself running BoomCloud as a GTM engineer, right? We're always looking at how do we how do we go to market and how do we make it the most efficient? >> Yeah. >> It's a big job, right? And that's that's how I've always looked at my role here at at BoomCloud where yeah, a dentist is probably not looking at their their market be like how can I >> It's not worth it. >> It's it's different.

>> Jordan Jordan it's literally like it's like you or me saying dude, let's go on YouTube, watch some videos on how to place implants and start our own implant company. [laughter] >> No, yeah. It's it's not our skill set. Yeah, it's a different skill set. >> The den- the the dentists that are watching this that are saying hold on hold on hold on hold on hold on. Hold on. Let me say one more thing and I'll shut up. The dentists that are saying to themselves oh,

this cloud thing, I'm going to go figure this out or I'm going to have my hygienist figure it out. You are climbing the wrong tree. >> Yeah. Yeah. >> It ain't worth it. It's not worth it. >> Yeah, I was going to say I I do know the implant space um cuz that's my background. >> Oh, you do? >> [laughter] >> Sorry, Adrian. Like I don't really I don't need a YouTube I don't need a YouTube that I already know. >> [laughter] >> I ran my

dad's dental lab and we I did all the implant >> Oh, you did? Oh, god. >> That was a long time ago. It's probably changed a ton. >> Bad example. Bad example. >> But no no like I still wouldn't go I wouldn't go start a implant company with you because that's just not I don't know anything. Yeah yeah yeah. >> [laughter] >> That too. Maybe with a good dentist, yeah. >> The dental partner. >> So this is No, you'd be a great partner. This is all

really fascinating and I would imagine like my mind is like what are the what have been the impacts because so many practice owners probably are doing the old SEO strategy and maybe they're even partnered with agencies. How do they know that the agency that the the marketing company that they're using is using an old strategy so they can know what they don't know to make a known choice to know something. >> [laughter] >> Well, that's that's tough because that's that's that's that's a really that's a

really really good question. So um there's a few ways to kind of like few things that you want to ask yourself, okay? Well, first of all if a marketing company is really expensive they're probably not leveraging automations because you can build marketing yeah. >> It's all manual work. >> So they got paid for that. >> Yeah. Yeah, they got So either you're you're you're looking for somebody who has high quality and low cost because they are passing that automation profit revenue that margin through to get

more customers to get more clients, right? So that's one indication. But that also could indicate the marketing company sucks >> [laughter] >> and they're they're not doing >> We're not We're not getting any customers or patients. >> Be careful. Be careful Be careful there, okay? So, that's one thing. You should be able to take advantage of the cost savings because you're dropping your your your labor costs in the in the in the content creation process, okay? That's one thing. Two, are they even talking about it?

Like, is the marketing company saying, "We don't write copy anymore. We have a system that does the copywriting." Okay? And what you can do as a client of ours is give us the information about you, who you are, your story, that kind of stuff, so that we can build the system to create the content. >> Yeah. >> So, so um you're looking for language that that explains like, "Oh, well, you're looking for language of descriptions of how they the content is created, published, tracked, all that

kind of stuff." >> Yeah. >> Automation There's automation through all that stuff. Okay? >> Mhm. >> So, so I think I think that's probably what you're what you're looking for, you know? If you If you're If you're um Let me give you one more example. It used to be that, you know, the way you would build a marketing team, uh the structure, the org chart of the marketing team would look kind of like you'd have a you'd have a CMO, chief marketing officer. >> Yeah. >>

You'd have divisions. You'd have siloed kind of like divisions. You'd have a social media team. You'd have a >> Yeah. >> maybe a a a media team, social media publishing and SEO person. You might have a website development team or person. Ads person, yada yada yada. That's not the org chart structure anymore. The org chart structure looks like this. You have your um decision maker at the top. This is probably your CMO, okay? General overarching direction on the company. Below that, you have um basically three

um Yeah, you probably have you have four you have five five like things that happen. You have a storytelling section. How do you tell your story? >> Mhm. >> Like a dentist who wants to kick off a marketing system and just says, "Go create some content for me." It it's a it's going to be a shitty product, okay? >> Yeah. >> You have to capture the story of the practice. That means interviews, video, imagery, history. You have to get all that to start with because you

have to >> Marketing is just storytelling. That's all it is. >> stock You can't use stock storytelling. >> No, that's horrible. Yeah. >> Okay. >> [laughter] >> So, what you have here is you have your storytelling section. >> Okay. >> You take all of that, you inject it into an automation system, okay? This is where your your automation engineer, which is a new position, >> Sure. Yeah. >> What what which actually brings up another another comment. Like if you talk to your marketing company, you say,

"Who's your automation engineer building in Cloud?" And they're like, "We don't have one." Then they're not doing it because you it's a [laughter] new position, okay? >> There you go. That's a great question to ask them. >> a marketing position. It's an engineering position in the marketing department, okay? So, you have your automation system, okay? You inject your story into that and the automate the system produces the content. And then you have a human being that's a layer there that basically says, "Oh, that content's good.

That's a great ad. That's a great blog article. That's uh you know, that's a great uh social media post, but it's coming out of an automation system." >> Yeah. >> The human being is publishing. Then after that, you have a tracking and kind of like um you're you're looking at the quality. It it is the stuff actually doing what it needed to do. Is it Is it sending more traffic to your website? Are you ranking higher? >> Yeah. >> And then you have your scheduled patients

at the end, right? Are they going up? Are they going down? That kind of stuff. So, that's the structure. Now, that's all automation stuff in there. The human layer is you have a automation [clears throat] manager. Somebody that kind of like can understand the whole system. You have your automation engineer who's building the system. And then you have another person who's like that It's kind of like the automation editor that I was mentioning. Like somebody who's looking at all the pieces of content and saying, "Yeah,

that's written right. That's written right. That's written right. That's good. And they're they're publishing." So, if you if you're being if you're hiring somebody who's like, "I'll do your social media for you." You can do that, but that is like one silo of like an entire system that needs to be done. So, you're buying a system now. You're not buying just social media. >> Just social media marketing. Yeah, yeah. Like like when you started that was probably more more the case, right? Hey, you're you're hiring

my company to help you manage social. >> And that's what we did because that's what worked, you know? But but it doesn't work anymore. Yeah, it doesn't work like that anymore. >> this is all fascinating and I I would imagine I mean it's hit it's hit us hard what you said 6 months ago Google came out with their update. So, this whole this whole ecosystem is brand new and it it's hit everything hard, it seems like. Based off what I'm seeing out there. So, um okay.

So, give us an example of of a of a like a multi-location practice or even a single location that that's got this right in this new era of marketing. >> Um I would say that almost all single practices, unless they're if they're trying to build this internally, they probably don't have the budget to build a system that's effective. They probably need to work with a marketing company. So, I would say at that level, you know, most single practices have like somebody handling social media and they're

just snapping photos and publishing and stuff. Yeah, that that's that's fine. But if if we're talking about like like like a marketing engine for like a DSO or something like that, you know, usually have enough budget if the if it's a large enough where you're you're probably bring your marketing team in-house. >> Sure. >> to hire all these positions. So, um I have talked to at least a dozen DSOs over the last maybe month or two. >> Mhm. >> And I've interviewed the CMOs or I've

talked to somebody in the team or an executive. Absolutely none of them have the system set up. >> Yeah. >> them are all of them are still working on a model from last year, which is totally normal. I mean, we're talking about a massive shift in the way you do stuff like in a very short period of time. >> Yeah, things are moving really faster. >> Yeah. I haven't run into anybody that's doing it properly. The fortunately, what happens is when you talk to the marketing

team and you're like looking at them and they're answering your questions, you're like these guys don't know what they're talking about, but you can't tell them that they don't know what they're talking about because it's their job on the line and they're only being asked to do what they were asked to do. So, they're doing their job, but they're not familiar with the underlying change in what's being happening. So, I think I don't know if I haven't run into anybody doing it really well. I'll be

honest with [laughter] you. >> Yeah, it's it's it's so new. So, that's really interesting. Well, and and like AI is so cool. You can do so much in so many different areas. I mean, uh you know, I've got an AI rock band that's doing really well. Um >> How many songs do you have in your band? How many songs do you have in your band? >> So, I've So, just to give you an example of both AI marketing and AI uh production but with music, right?

Cuz you can do code and all that stuff. So, >> [clears throat] >> um I So, we've we're at like 30,000 followers and we're almost to 6 million streams, right? And I started this band I started this AI band from scratch, and I use uh just paid paid marketing to get the word out and just like grow it, right? >> Yeah. >> [clears throat] >> And it's growing at um year-over-year growth, it's growing at like a little over 1,000% the first year, and then it's growing,

I think like 800-ish% this year. And in in royalties, right? So, I'm measuring that by royalty. It generates royalties every month. Um but all this is done with a with very similar system um of what you kind of talked about, um but with with marketing and music. Dude, >> how what what the hell do you do when somebody calls you say, "Hey, can you come perform for us?" >> Yeah, yeah. That's the Yeah, the business model. I do I we get the the band gets requests

like that all the time. And it's just not the business model. The business model is a royalty engine is how I've >> Yeah, yeah, yeah, [laughter] yeah, yeah. >> Cuz there's like that's the biggest thing in like music is the royalties make a ton of money, and >> Yeah. >> but I'm using AI to build that whole engine, >> Yeah. >> right? Which has a lot a lot of similarities of what you kind of addressed today on the on the interview. And then um anyways, that's

just a fun side project that I do cuz I'm a I'm a musician. I've always written songs. It's like one of my passions. And uh I just thought it would be funny to have a AI rock band, and now I've got multiple Reddit threads about >> [laughter] >> trying to figure out what's going on. >> Who who's this guy? >> Yeah. >> Do you have Do you have Do you have fake pictures of the band members? >> today I have fake pictures of the band members,

and I've used AI to create I put an AI mask over me, and I talk and do like short clip music videos, and people go nuts. It's so funny. But that's the power of AI. Like Adrian, this is the power of AI both with crazy. Look do with it, right? Like that's just an a weird example outside of dentistry, but it it's you you could use AI in in pretty much anything today and and you should, right? If you can or partner with with somebody like

you guys, right? So for all of my listeners, what where can people learn more about what you're doing and so they can stay on top of this massive change in the industry and not get left behind cuz it's it's almost like we're at another phase in in transition from when like white pages and the yellow pages existed. That's That's kind of what's going on right now. It's like the Google Google search is the yellow pages today. Now it's AI, right? Is taking over. So for practices

that want to stay on top of that so they can one attract uh patients on a on a consistent basis and not lose out on that. Like what what what's your website? Tell Tell them everything you got. >> Yeah, yeah, yeah. All right. So so yeah, we we can Thank thanks for that uh lead up to me plugging my company. So I appreciate >> totally did. >> Um so for single practices and most of the practices that we work with and we work with almost 2,000

practices. Um we we can we can work with you like we wouldn't build a system like we wouldn't build the team. The team costs too much. We have the team. You can just basically leverage out the team that we built. We can get the the products and services across the board in digital marketing at at really good prices. The quality's awesome. Just reach out to us. When it comes to like organizations, DSOs, or larger organizations that have their own marketing teams, what I would suggest is

that we do an audit. >> Yeah, sure. >> Um >> Cuz there's a lot of moving parts there, yeah. >> Yeah, there's a lot of position it's not one size fits all. So what would be nice is to like look at a team, see the players on in the system, find out what level of automation or AI they education they have, what their capabilities, and then see how you would restructure the team in order to fit with 80% of the work being done by automations. >>

Yeah. >> And this is something I've kind of there's no cost for it. I mean I'm I'm happy to look at a look at anybody's team and say, "Look, you might want to think about this and this and this and this and this and change the way you've got it structured." Um and then we can fit in. Like we can like plug in and do like one piece or do this piece or we can do the whole thing or whatever. So, I think the best way

to do that is to do an audit cuz most people most marketing execs that I talked to just flat out don't even know what's possible. So, it's kind of like, "Okay, you can actually automate that entire thing." "Oh, you can't?" Yeah, you can automate the whole thing. Oh, that gives that frees up this entire human being to do something else. >> Yeah, great. >> So, let's do that. So, I think you just kind of like need to look and see how marketing is the systems are

being built. >> Yeah. >> Um but I'm happy to do an audit. So, you can just call my social practice and ask for Adrian and I'll jump on a call with you. >> My mysocialpractice.com >> Yeah. >> is the website. Okay, well, I'll make sure I put that in the show notes. But Adrian, this has been an awesome awesome episode and very informative uh to den- to dentists who are most likely far still in the yellow page era, but 2025 yellow page era. >> It's you

know what? I don't I don't say any of that I I honestly don't say any of that disparagingly. Like >> Yeah, sure. >> Like things have moved so fast. Like almost almost not keep up with it. Like >> Dude, I run a tech company and it's I'm in the same >> hard to stay It's hard to stay on top of it how fast it's moving. So, >> Yeah. >> anyway. So, you're not expected to have known all this, you know? It's not >> like asking Adrian

if he knows how to cut a margin. Like, he's probably not going to know that. >> What's a margin? Yeah. >> Yeah, exactly. Yeah. >> [laughter] >> Anyways, no, we hope everyone gained some value. Reach out to Adrian and his company. They're awesome. They're cool Utah dudes. So, so go to his website and we hope everyone has a rocking day.