🎥 How to Crush Dental Digital Marketing with Minal Sampat

what's up everybody and welcome to another exciting episode of the automatic patient podcast I am your host today Jordan comlock with me Dr Dan Nelson what is up Dan how you doing man just another day in the life doing good thanks yeah man things going great in the practice up there in Idaho we're still rolling still rolling that's good today we have an awesome guest and a dear friend of mine manal samat minol what is up and welcome to the show I'm so excited to be

here this is awesome thanks thanks for having me Jordan this is great yeah I think last time you were on the show didn't we sing songs together we did I believe he pulled out the guitar and I believe he actually made it into like a singing party and it was awesome is this gonna break down as the show goes on and turn into like a karaoke night is that what happen yeah that's what happen I didn't tell you that so [ __ ] up no uh manol I'm

really excited to have you on our show today uh manol is a marketing strategist very smart when it comes to marketing I I think years ago I met you at admc it was both our first year and you made we both I think were getting uh initiated into that group and we're in that same group for admc and I remember enjoying your energy um based out out of all the people in that group I'm like manal is super cool her energy is awesome and ever since

then I've been following you you've done a lot of things in dentistry uh so we're going to talk about marketing today Dental marketing and we've got a lot of questions we're going to put you on the hot seat and really get down to it because there is a lot of fluff in marketing no matter what industry you're in I deal with a lot of marketing fluff here at boomcloud with uh the tech type of marketing uh so we're going to get down to it and and

really help our listeners understand marketing but before we get into that men all tell your story introduce yourself and how you got into Dentistry um sure thank you for having me here again it's the round two of being on this awesome podcast U my story is it's pretty interesting I was always in marketing and I actually graduated in 2008 with a degree in marketing which is communication and bio I was pred dental and I had to tell my East Indian father I'm not going to be

a dentist and I'm gonna go into business instead well that was a call that's a whole another story for another day yeah that's a whole new episode yeah that's a whole new episode how to tell your Indian parents you're not gonna be a doctor you know yeah and that and that was kind of fun but what happened was I graduated in 2008 which was a horrible year to graduate because yeah well the economy tend so here I am looking for a job right at colle I

was that same boat so you know exactly how it how it was and here I am I decided not to go to dental school after taking my dads after putting my file together said nope I think business is what I really love um so I called all these people that I knew and I had shattered this dental practice in Jersey I went to ruggers in Jersey and and uh they called me up and they're like hey it's a recession no one's hiring we got 60 people

working but come in at noon have lunch with the dogs you know and you never say no to networking opportunity no so there I am I I walk in and um the next thing I know I'm being interviewed and then then the next thing I know the doctor of the practice there's a 25,000 patient practice big practice you know wow comes in and he's like no idea what you're going to do for us we just like you so we're just going to hire you and figure

out where you belong in our practice and that's how I got started um in dentistry and in marketing because I clearly told them well I really want to do marketing now O8 is four years after Facebook was introduced Facebook came out in 2004 so Jordan if you remember you and I probably had it in college because it was only for college kids like it was for us we'll be like very you I was part of that crowd yeah I am not a college that crowd I

was like hey where are we where are we meeting up what's happening right it was it was what I grew up with um so yeah I told him hey I want to do this marketing thing and he's like all right go for it and you know it worked out pretty well but what I quickly realized was I grew up in I grew up in the US Virgin Islands in St Thomas and I grew up with family-owned business and marketing was a part of you know what

we did and that's probably why I geared way towards it than um you know Dentistry but what I realized very quickly was Marketing in healthcare is very different than marketing than e-commerce or business and Retail yeah so I realized that even though I have this degree and even though I no bio because oh my God I studied the crap cycle it doesn't mean anything when it comes to really connecting with patients so funny enough I applied to hygiene school and luckily I got in I guess

I had the degrees so I got in very quickly and uh I went to two years of hygiene school why working marketing and I got out of hygiene school and I've never practiced hygiene more than once a day a week and that's also Pediatric and I haven't practiced in the past eight years so nobody asked me hygiene questions I don't know anything but I am a hyen I am a certified licensed hygienist but it changed the way I looked at marketing I looked at business I

looked at health care because you have to I I truly believe that you have to be a healthcare professional um and you have to if you're practicing in the Dentistry world and you're clinical even better because you understand the needs the wants why is why does this matter it's not just about let's go ahead and do a whitening promotion because as we know in the clinical team 80% of the people that we do the whitening promo for are not qualified for Whitening so like why are

we even crowns they can't whiten yeah yeah they are there's just so much happening with that so that's how I got into it I opened my first company in 2013 by breaking a goodness world record which was awesome and then I opened marketology so I'm the owner of marketology I open up City on the beach Pediatric Dental growth Summit Pediatric Dental marketing courses I'm a bestselling author in five countries so life been great life been awesome guys that's awesome I'm not even a seller of an

author anywhere like like not even in my own house that's awesome that's awesome no is you and I started in dentistry by the same time um and similar to you I didn't I didn't take the I I took a clinical route too it was more on the dental lab side of things and very similar to you I my passion was the business and marketing of of the dental lab and I I learned I got my my dad allowed me to get my hands dirty in in

in marketing uh versus you know cleaning this the benches and the the stone trap the the stone traps you know I don't know if you're familiar with the stone traps or the at the dental lab where all you grind all the stones you know Dan uh for the models and all of it goes down the sink and gets stuck in the the Trap the plaster trap sorry I said Stone trap but it's plaster trap it's really gross anyways it's so embarrassing you got that wrong and

it's already being I know and it's and it's a live podcast geez um joking yeah I I think I think I think it's important to to point out that you actually don't own a a marketing company correct correct I am a strategist and a coach yeah which is cool and I think that I think your position um and and what you're doing is super valuable to practice owners um especially because you know we we've we were just talking a minute ago about how we've done some

webinars on marketing and our whole goal on it is just to get Dennis to know like the basics the fundamentals of what marketing looks like today so they don't get hosed by some bonee head group of marketing Specialists that demand you know inordinate payment and deliver nothing you know what I mean and that happens a lot a lot and so your position is fantastic and and you are um in a in a spot that I think um needs to have more needs to be high highed

better because people need to know that you're available to help them to understand and you're like look I'm I'm Switzerland with this except that I just don't want you to get screwed over yeah my my mean my my clients the practices I work with they that's the corner I am in so anything that happens with a marketing company even if I'm working with them I am very open and unbiased um and as Jordan knows this too I take zero referral money so I you know I

speak a lot at all these conferences in our in our Dental world and will always get people reaching out me especially marketing companies right hey manol can we sponsor you and can you talk about how our website company is the best and really the answer is no you can't sponsor me and no I won't take any referal money from you because I have to be completely unbiased I have to be able to tell the doctor listen here are the three companies you should talk to based

on what you want here's what we're going to do or this is why this sucks or this is awesome because if you're not getting paid uh to be biased then you're not biased you're just openly sharing the information right so it's a it's a really cool field and I'm just like I said it's just been a really great journey for me to to be here so there is a difference between marketing and marketing strategy um and I I can give you guys everybody listening to this

I know sometimes that's like what do you mean by that so let me give you an example sure um marketing right marketing means we need to have a website so I'm sure all of you who are listening you have a website let's face it it's end of 2024 right now we have a website on the website we have an about us page now the about us page is where you have usually a photo of the doctor you know the hands are crossed there's a little tilt

to the to the face uh and a little smile and that's the picture and then right next to that photo you have the bio and the bio Pro probably goes something where the doctor grew up um all the schools they went to the accolades they have the organizations they belong to and then you will have something like you know in his free time Dr Dan loves to go skiing and that's pretty much how your aboutus page looks now about us is a second frequented page on

your website cuz clearly people want to know who they're going to see marketing is have a website have an about us page great let's go to marketing strategy so let's talk about marketing strategy now I'm a strategist marketing strategy is how do I maximize what do I put on that page that's going to convert so as you guys heard in my quick story I am also a hygienist and but I'm a pediatric dental hygienist so let's just say that you were to go to random pediatric

dentistry's website and I happen to work at random Pediatric D dentistry and you go to the about us page and the about us page instead of having that photo of me and that bio there's a video and the video goes something like this hi my name is manal sad I am so honored to work at random Pediatric Dentistry one of my favorite things to do is to laugh I have that really big belly loud laugh that you could just hear from the other room but you

see when I'm looking at photos of me as a child growing up in India I wasn't laughing big or smiling big and that's because I had black spots on my teeth and I was embarrassed today I'm a pediatric dental hygienist because I don't want anyone to feel like they cannot smile big or laugh loud I look forward to meeting your family and right underneath that video are three bullet points one bullet point of the schools I went to a bullet point of the organizations I belong

to and then bullet point of you know anything random you want to talk about the practice now clearly what connected more the photo with the bio or that quick less than 30 second video that got people to connect with me that's marketing strategy and that's really what I want to talk about today to give those tips you know so good I literally was in the in the Patric orthodontist office yesterday with my daughter and if you had a bio on that website I would only request

to go see you just FYI because uh yeah my daughter was kind of stressed right and I'm not because I I work in the dental field right and used to it and she was stressed cuz she's like I don't want to get braces again you know and I'm like man you know what would be really cool if there was that belly laugh hygienist uh that we went to see you know I have that big belly love hear it y yeah it's good I have I'm them

the same so no this is awesome here's I want to come I want to come back to this idea of short form video because it's gonna be a huge talking point um but before we jump into that you know you're talking about strategy I think and Jordan I think this is definitely pertains to to anybody that's looking at doing an in-house benefit plan or you know Mar a membership plan whatever you want to call it um and that's that most offices their strategy is Insurance because

the the the goal of the strategy the goal of marketing is to drive patients to your practice right so the the whole goal is to increase patient base or to keep a steady flow of patients right so unfortunately I think that a lot of you know as as I rub shoulders and you know I see a lot of docs all over the place and as we talk about stuff unfortunately so often the the strategy they throw their hands up and they just go well I have

to get on with you know 110 different insurance companies so that I can they'll drive patients to my office and that's super flawed on a couple of ways as you guys know a the most important thing is and we don't need to rehash this here we've talked about other in other episodes but just the cost if you're doing that as a marketing if you were to take your writeoffs and what you're giving up to insurance and slide that over to your marketing budget your marketing budget

should yeah have your like your budget would be marketing right and your patient your patient your patient acquisition costs on that model are indefinite they don't go away yeah yeah I think you know so so you know the stuff that Mal's goingon to get into today is is massively important for for docs to learn you know and and you know just as you touched on I love that when you got into kind of that example of the short form video that you use on your own

website you know we that's all we do nowadays is scroll through video after video and they're all short form vertical video right and it's like why not utilize that you know our our uh Gat type attention span and put it on our website you know what I mean and and it's a landing page why not you know so what what type manal what as a strategist what are you seeing as being the successful uh avenues for marketing right now what's working in today's Dental world you

know it's so interesting you asked that I think that as much as things change they remain the same but it's how we do it so for example internal marketing is still your number one source of new patients it's going to continue to be that way because if you are not able to provide that customer service to your current patients that value that experience they're not going to write you the reviews for Google they are not going to have those be screened by potential patients and you're

not going to get new patients in the door so internal marketing since the beginning of time in dentistry has been the number one new patient source so that is still true internal is really true now clearly secondary is digital marketing and we are getting into Google and we're getting into search engines because at the end of the day people are going to go in and say you know oral surgery you know Manhattan New York or you know whatever they're looking for they're going to start searching

but it's about how we maximize those right so if you're talking about internal marketing and you really want to maximize that what are you doing inside the practice to have that with Carlton experience to have that Disney Experience how are you actually connecting with your patients what is it that you're making happen so that they're sharing about your practice so let's just say that I'm going to give this strategy um everybody who's listening we're going to combine let's combine I I like to combine different kinds

of marketing together as a strategist because I truly believe that you could build up a plan around it let's say we were to combine internal and social media together now remember the goal of social media is not to Simply put up a post wearing a pink tutu and assume people are going to love you that's not the point the point of social media I just did that yesterday in my head in my head I'm like actually people kind of are gonna love like I found that

I've given up hope on on a lot of that content because like the stupidest stuff converts the best I'm just like there's no way convert and it does and you're like and then you see something that's like well thought out well executed it's got production dollars behind it doesn't convert you're like okay doesn't convert you know it's always that little chuckle that behind the scenes that random thing that they're like oh what is happening here right um but okay so let's say we're combining internal and

social together now um I'll give you two different strategies strategy number one let's just say that we actually have um a new patient uh coming into the door awesome so when they come in when they schedule a new patient on the phone I hope that many of you are sending out a welcome email or a text that goes out to everybody so here's another R strategy that you can easily do so what you're going to do is you you know let's just say that Mrs Smith

scheduled her appointment on the phone and manal was on the front desk who took it and Mrs Smith so you know Welcome to our patient family so excited that you're coming to us by the way you're going to get an email from us with all the next steps what's the best email address you get her email address at out right you send out an email Mrs Smith once again thank you so much for calling our practice today we are so excited to welcome you to the

practice da here are your next steps and just do three bullet points again the one thing I want you guys to understand is nobody reads anymore people don't care we have three seconds of the the the stat is three seconds we have three seconds for people to look at something and say do am I going to pay attention or not even care about it so you need to have your emails can't be more than a paragraph they cannot be more than three or four bullet points

because nobody cares anymore right so let's say you do that but you do a bullet point list bullet point number one here's the link to go ahead and fill out your new patient form so we don't have to worry about this when you come to the practice bullet point number two hey we push all the realtime closures like due to snow or due to weather or power outages on our Facebook so please make sure that you actually connected with on Facebook so that you can get

real-time updates bullet number three we love to have fun at the practice the doctors love to have fun the team loves to have fun if you want to see us having fun and the practice culture check out our Instagram or Tik Tok What We acting on right and the fourth one I love this bullet point and here is a do you know Dr X is so excited to welcome you to over practice uh Mrs Smith so here's a video that Dr X made for you now

this video because we're talking about short from video has to be really simple easy less than 10 seconds and it has to be nonproduction it literally has to look like the doctor is on his desk super busy and you came into the office and said Mrs Smith has coming to the practice hey let's welcome her you right or like the doctor's walking in the hallway and you stop the dock and be like Mrs Smith is coming to the practice let's welcome her right so this video

is something like you know you don't see Mrs Smith because same video that goes out to every new patient but you create it simple hey thank you so much for choosing us as your dental home we are so excited to welcome you I look forward to meeting you as well and by the way if you have any questions between now and your appointment time please reach out to us we are here for you that's it two sentences and that video is the same video that you

have a private YouTube that goes out to every new patient and now Mrs Smith is going to be like oh my God Dr X just made me a video so I actually have to show up now because Dr X is coming I'm going to reduce the noshow rate right right and if you have a marketing team in place if you have some time at the practice um what you can easily do is take that same video and add a slide in the beginning that says welcome

Mrs Smith with confetti or something right and now you can personalize it but you see you make it so that before Mrs Smith even comes to the practice she has an experience with the doctor she knows the doctor cares about her even though it's the same video that goes out to everybody we are smart about it we are not going to but she's going to come and be like oh yes I love that video thank you so much right but again it cannot look like a

production video it cannot look like this was made to send to every patient it must look like it's in the out of organic and you create that so combining internal social communication now another strategy um this is why they hire me to speak I guess because I just give out everything away right don't even hire me guys just listen to the podcast and like read my book and you're like you're good you're good um uh second strategy so let's continue with the social Trend so social

media what I was saying about that is the goal of social media should be for your patients to share about you with their family and friends because if we share about let's just say that you have a thousand followers okay now some of you may have 200 some of you may have 300,000 followers depending who you are but let's just assume that you have a thousand followers and uh every time you post what's going to happen a percentage of that thousand followers is going to see

your post sure they are ways for you to get in front of organic bigger audience but that's what's going to happen but what happens when Mrs Smith who came to your practice shares a photo on her page and tags you all of her friends and family are going to see that photo which is what we want because we want to bring in Mrs Smith's family and friends to our practice so you always want to climb the ladder so let's just say you were to create again

an internal thing that is easy fun you know like when you go to restaurants and they always have those like weird backgrounds they say good Vives or like you know it's smile day now we don't want to do good vibes or smile my mom's house has those you go to my mom's house Good Vibes you know the right and you take like to take selfies with it and then you and you do it well we kind of go um a little bit more fun with it

but we don't have to do like good wives or whatever we can get an awesome background we can maybe get a local artist to paint a mural or something like that like we can make it into a really fun background and we can convert it into an internal contest right that says something like uh you know snap it share it tag it everybody who comes and takes a photo and tags us on their share your photo and just tag us and we going to pick a

winner for $200 Amazon gift card so now everybody coming to the practice for $200 and people are like oh my God $200 Amazon gift card do you know how long it create content oh that's yeah that's brilliant I think 200 bucks is nothing to I mean for the practice for the practice Yeah I love the confetti gun Cannon Thing video because I've done that when when you're a new user to boomcloud there's a there's a literally a video of me with confetti guns welcome welcoming people

to boomcloud with confetti and it works right because people are like oh my God this is awesome it adds a human element to software right now we're talking about software but it's the same thing in any business right is you you're just trying to add a human element that connects with people same thing here we've got a mural that we've we hired a local artist we painted a mural so when we have guests in we take pictures and have them tag us and post us exactly

what you just said and it works really well Jordan This is why you and are friends this is where like you and I are like the same energy you know we like yes we get this it's almost like I've listened to you in the past and I've just done what you've said just replay the previous episode yeah yeah yeah yeah no that's that that's really awesome you know that I think that's really good internal marketing plus social that I've never thought of it that way I

think that's really an interesting way to look at it and the truth is marketing is just all about connecting with people and and getting them to know who you are as as a practice owner or a hygienist or whoever right whoever is doing the marketing it's really just getting people to trust you via social media content that's that's what how I look at it yeah and and I think you know with like we talking about it marketing like I said it's what this it stay the

same internal still works Google still works right but it's just what are you doing internally what are you doing on that Google like the website example I gave you how are you actually maximizing those so that you can get higher conversions yeah because at the end of the day if you're getting all these people Landing onto your website or if you're getting all these patients coming inside your practice we have to make it better now I have some practices um you know who actually do mailers

and I always get people asking me they're like mailers don't work in today's day and age no they do if your audience is seniors if your audience if you're working on high cosmetic treatment if you're doing full mouth rehabs if you're doing big implant cases you know who's going to show up at at 10: a.m. on a Tuesday a senior who needs that work and they have the money and they have the time and respect you and they're going to show for all their appointments and

they are retired they actually like to read when they receive something in the mail they are not okay with just getting a text from a random business or a practice right so yes depending on who your audience is you could absolutely use all avenues of marketing we just have to justify our audience and what you're going to put on those marketing pieces so it makes sense um we had in a on Direct Mail we had a practice that use that uses boomcloud for their patient membership

program they scaled through direct mail to like over 2,000 active membership patients because that was their Market they're going after for for seniors that didn't have insurance right and they scaled the 2,000 active patients through Direct Mail you know so yeah anything any Mark any any marketing channel regardless of if it's New or Old still works because you have data behind it you can optimize any type of marketing channel if if you ask me so too that now we've circled back you know we Jordan and

I love talking about the ideal patient profile right like a huge thing and so now you've circled right back to demographics you know and and how important demograph because if you don't I always say like if you if you're if you're trying to catch a trout then you probably ought not to be using bass bait you know I mean right bait where there's just bass doesn't make any sense so but people do it all the time or they just use a shotgun approach and like I

don't know how I don't let's just get everybody in here and it's like oh okay you don't even your ideal patient is someone with money like that can pay a bill that's your ideal patient which is I don't know you're the expert on that you know but to me that that lacks focus it lacks you know to now start to Target you don't know how to put you know uh money behind specific things and so you just end up wasting a lot of time and money

and resources I I mean I absolutely agree I um I have a dedicated entire chapter in my book to building that patient Avatar and maximizing and and making sure that we are actually creating you know ways for us to incentivize right like I have some companies like some practices for example they know who their ideal audience is and they know that it's the guy who golfs at 3M on a Wednesday or 4 Wednesday well they are going to go to that golf course and they are

going to go and sponsor tea time they are going to be there because that's where their ideal client is their patient is and they are going to hang out with that ideal patient and convert them over right and then I have some who are like you know we really want to bring the Gen xers in who are the very busy moms and dads so that means we have to go directly to the very busy moms and dads make it easy for them to come to us

which membership plans are huge help to them as a family right scheduling the appointments at 11: p.m are huge help to them being at the places they are at is a huge help to them and I'll give you another strategy if you want to bring in actually any generation but maybe the Gen xers are a really good example with this again like I mentioned guys one of us is a gen xer here take it easy I love it I love gen xers I have no no

yeah J xers are the best Dan yeah do is go to the 3 P.M Buffet the dinner buffet the early bird and put signs up you know I can feel this coming I'm just embra embracing for impact let me turn my up hold on hold on this is this is gonna be awesome Jers are awesome because they have young families and they're in between the Millennials and the Boomers so they are that good generation that gets both sides of things but for example if you're a

family if you're a family um you probably are going to some of the places you love to eat right there there families I'm sure you love to go there so here's what you do as a dental practice look at a local restaurant a local ice cream shop a pizzeria Italian restaurant I don't care it has to be locally owned business where your ideal audience goes in this case let say we talking about gen xra families now let's just say that there's this awesome peteria that people

love you know that everybody goes there in the in the community all of these famili usually go there for pizza awesome locally it has to be locally own it can't be a Pizza Hut or a dominoes or any of that locally own you go in you know the practice owner or the office manager goes in hey let's just say it's owned by Mr Pizzeria Mr Pizzeria we love your pizza it's so awesome you know we eat here all the time the team loves it too listen

we want to do something to give back to the community so what we would love to do is on Friday night anybody who picks up the pizza at your Mr Pizzeria we would like to give them a box of breath stick on us now stay with me guys as you're listening to this I'm the consumer Friday night I go in I pick up my pizza with my pizza there's a box of bread stick and on the box there is a really nice note glued onto the

box that says something like we hope this made you smile we just wanted to pay it forward and say thanks to being in this community and who we are your local dental practice right whatever and you signed that PS help us pay this forward by taking a photo sharing it on social tagers to get into a freee whitening contest or something whatever you want to call it now the point is even if I don't take a photo I don't do the whitening contest whatever you just

bought me a box of bread sticks I'm going to look you up and now I just land in onto your website you see strategy people talk about how do I get in front of the community strategy now here's the three reasons this works number one you're supporting a local business that means if you go to the local MR Pizzeria and you say hey I want to spend 500 bucks he's going to say okay because he wants to make money too and he's a local business if

you go to Duncan or pizza they probably don't care but the local guy cares and this is where your audience hangs out number two the element of surprise that's the biggest thing it's like you know when you go to dinner and somebody sends you a glass of wine or you don't have to pay for dessert you're like oh my God you always remember that because it's the element of surprise and then number three and this is my favorite reason why this works you can double and

triple them so for example I had a client who did this with a coffee shop uh through coffee shop right so they called them and said listen we want to do this free muffin with every coffee that gets picked up by the way is it okay if my team member in a shirt like logo shirt can be outside the drive-through window and she can give out the muffins and also the hygiene care bag clearly in the hygien carebag is your information is right so good then

I had another one who did this with a smoothie place and the Smoothie guy was like oh my God this is so awesome guys thanks so much for supporting us and supporting the community hey when we do the free Smoothie thing do you want to have a table at the business well of course I want to have a table at the business and if I just bought you a free Smoothie shot and you are not a jerk you're going to come over and say thank you

and now I just got your attention and I'm talking to you strategy combine things make maximize things right make it so that it works for you so to answer your long way question Dr Dan so much things you can do in today's world oh this is freaking brilliant like this is so good like I'm just like I'm so glad we're recording this because I'm like this is this is freaking awesome yeah yeah it's going to be great just keep rolling I'm just gonna shut up and

listen don't drown now don't drown need to talk so if you could not choke on that water yeah we need you so there is there is literally like you know like strategies Gore funny enough I actually the talk I did in one of the talks I did in New York was um like 90 strategies in U you know three hours or something like that where go strategy strategy strategy strategy strategy and this is why things like this work because you have to make it easy for

your team to do it but it has to make logical sense to be in front of your audience as much as you can now even when you're doing you know let's just say that so we talked internal we talked Community we talked a little bit of digital marketing we talked a little bit of social media but let's really come around and focus on at the end of the day what is the goal because a lot of the times that we talk we we talk about this

is so you do all the marketing in the world but why should a patient Choose You compared to your competition why should a family choose you it doesn't matter what your specialty is why should they choose you because it's so really important for them to say do I connect with this practice is this the right practice for me now remember they may have their own versions of What who they want to go to right they may have versions of practices whether they walk in and there's

a coffee bar or they get like those awesome like massage towels you know what I'm talking about like practices I like the ones with cookies yeah those are the bestm I love those warm cookies and they give you like a warm like it's like a spy experience you know but that's important to me but to my but to my husband what's important can I go there after work because I'm not missing work to go to the dentist right like he's like can I come to you

at 5:30 or 6 PM right sure it depends on what is it that your community wants so I would really like you if you're looking at your marketing three things the first thing I need you to do is look at what your actual audience need so in your community where do you live and what are they looking for are you trying to get a lot of business own ERS so if you're trying to get business owners you know that you have to have before or after

work hours or weekend hours right if you're trying to get a lot of moms great in your practice do you have an area where they can bring their kids who can hang out while their kid is being seen or while the mom is being seen right like what services do you have that works out if you're trying to go ahead and so so first thing is what who are you trying to bring in and how do we make it easy for them to choose us that's

the first thing you want to take a look at the second thing you want to take a look at is to actually train your team to use that same language and this is important because a lot of times we don't communicate in the way that makes sense so for example my father amazing 72 years old a boomer he's not going to read your text he wants to call the practice he wants to get Sarah on the phone who's very patient and kind and has a humorous

personality around her where he will ask her the same question three times and he wants to get that answer so if you're trying to work with the senior population and I by the way I'm a millennial and that's what I like like can we can I get to c talk to somebody yeah I want talk to somebody right so if that's the case and you're trying you know that you're a heavy practice for the Boomers make sure you have a smiling Sarah who has the patience

who can go through everything who can go and close that treatment plan right now let's say that you are trying to get the Millennials or the genz and whoever for me I don't want to talk to anybody give me a text give me an automated d system like I don't want to talk to you if I don't have to I just want to go and schedule my thing I don't want to talk to you if that's the case do you have that communication place do you

actually have people that can DM it can you actually do conversations you could do this internally you could actually also delegate this outside right membership plans who are you trying to bring to the practice do you have an option for them to actually pay for the treatment that they need does it make sense for you are you in a place where you have a lot of entrepreneurs small business owners maybe they do not have an insurance plan in place y maybe they need that so what

is it that our audience actually is going to communicate you with that's the second thing that you need and then the third thing that you need is you can't have a revolving door of patience once they come to the practice get an amen because you know you're doing all this work spending all this money time Mone working with companies it's time and money to get somebody to come to the practice then they come to the practice and then they don't return no we need to to

really have a very clear system on what is our policy and there are so many things you could do like one of the things that is so simple and this is an old thing like this is it's not something that I made up like a strategy I was sharing with you this is something that I grew up seeing um and the practice that I used to work at they used to do this really really well every single new patient that the doctor saw or the hygienist

saw we walk them out to the front desk they never walked there by themselves so every patient that we had the new patient we always added in 10 or 15 minutes extra for the new patient appointment we went through everything we saw Mrs Smith she had a great appointment Mrs SMI so wonderful to see you by the way you're going to be do in six months and six months we're going to do da here's how we are going to do about it let me walk you

to Sarah up front right now so how was your visit I am literally handholding Mrs Smith not like holding her hand but I'm walking with her directly to the front this is new marketing here hold hands on yes hands on marketing let's not get into that guys we can now you know I actually introduce her to Sarah Sarah this is Mrs Smith she just had her first appointment here so excited she's here she was awesome patient please help her and then say Oh Mrs Smith come

on over with me you know and she's going to schedule it but that entire circle of coming in with the welcome email then there's a lot you can do when they come to the first appointment there's so much you could do when they come to the firstest appointment before they see the doctor or the hygienist but even that entire walkth through and they're walking out now they're going to be vowed the simple fact that you cared you took the time out right time matters the smiling

face caring matters so things that you can do inside your practice that are so easy that can change everything I love this because I was just at a pediatric orthodontist yesterday and talking to the doctor you know I I love talking to practice owners and all that stuff so I I I vibed with the doctor really well um was great we talked about dental lab stuff because my background D lab and um at the end of the appointment there was this awkwardness right not from the

doctor but from from the I think the assistant I'm like I literally asked uh do we need to go check out up front like what's your guys's process right she like oh no you just you know you just walk out oh right and yeah I'm I'm sure after hearing this story I'm like oh man they could have now they scheduled with me at at the the the the end of the appointment in the in the chair right with my daughter there but it was a weird

awkward walk out from the the practice that I think that that little process that you just highlighted there would have probably helped me build a better relationship with that practice just on the way out right which is really interesting because I remember I remember physically feeling a little awkward walking out of the practice yesterday this is fresh for me right so when you when you said that I'm like man yeah that would have been a lot more uh from a patient experience standpoint I would have

felt a lot more uh confident walking out like what do I do like do I go do I need to go check it what do I do right I I tell our team I tell our team if you don't escort the patient to the front desk you might as well just escort them out to their car yeah sure yeah that's where they're going to go they're going to go right P they they won't pay their bills did schedule they're not going to like none of that

will take place because they'll go right past the front desk and right outside like there and and everybody assumes that that the patient's been taken care of and yeah I was I was get taken care of I was a confused patient yesterday in this practice right I'm like do do do I go check out do I what do I do right like I want to make sure I'm a good patient right because genuinely I think patients think that way and yeah I just I just walked

out of my car Dan well I think I all is man this is incredibly valuable stuff thank you so much for being so you know forthright and forthcoming with all this good information well and you touched on something that that we call our we call the three uniques and we think that everybody is they're figuring out their identity of their practice that they need to create these three uniques and you just touched on okay well you it's hard to identify what your three uniques are if

you don't even know like what your Deb who are the people in your area you know what do you and then who are you going to Target and then are you going to build a practice that has a combination of three things at least three things that makes you stand out and makes you different but it's we as we work with clients we find that they struggle sometimes to figure out what those three uniques are and it's because they don't even know like who what they

want for their Avatar they don't know like there there's a lot of work buildup in in information that they need to garnish up to that point um to be able to to to get that identity and so what you're talking about is oh my gosh it's so good just so good so just thank you so much for being so awesome yeah Dan to your point this is uh this is my customer avatar for boom Cloud it's sitting on my desk I look at it every day

and it's it's it's based off of criteria and uh my sales team knows it my marketing team knows it if they don't know it I smack them I'm teasing um but that is yeah that is that is figur yeah through bonuses and commissions I'm teasing um real talk no yeah real talk um I think that's really important for team members to understand uh back to what you said and obviously the the three uniques and understanding but but most importantly understanding who the who the ideal patients

are that you're trying to attract and and get and and have your team understand how to talk to them and everything that you just discussed here I think it was awesome awesome well also go ahead I was just gonna say people make the mistake of thinking that marketing they don't correlate identity with marketing not only their own identity but patient identity as well and it's all based on identity you know and so to to miss to miss that Mark is massive so man what were you

gonna say yeah I was also going to say that sometimes they get confused right like what is an avatar what does that mean what do I even do that and and I and I understand that because this things were not taught to us when we went to our when we were doing our clinical you know competencies nobody told us who the patient Avatar is but to break SE the movie the movie is great yeah but what is this about what what do you mean I would

say that you can break down your patient avatars into three different categories the first category of the patient Avatar is a completely new patient right so this is the new patient how old they are um where they live how much money are they making where do they hang out you could create your patient Avatar and I highly recommend you name your patient Avatar so whoever your new patient Avatar is you name them so that John becomes real John is an existing real person and now this

is what you're going to get to do so that John chooses your dental home the second way you're going to do is it's easy you look at your top you know 30 40 patients and you look at their characteristics and you build the patient Avatar based on your current patients already so these are the people that you love there is reasons why they come to you what do they like where do they hang out when are they coming in what kind of appointments are they ask

asking for what time are they asking for right what kind of treatments are they asking for you base you create an avatar based on your current patients who are your type A you know typical amazing patients the third patient Avatar you build is actually a treatment Avatar so you sit down and you look at every treatment okay and you say Okay I want we are providing whitening who is whitening right for who actually needs whitening I'm going to do dental implants who is dental implants right

for who needs it why would they Cho us what makes it easy for them to choose us for dental implants full mouth rehab right I have a lot of a lot of the practices I work with are doing met spot so they're are doing Botox and they're doing all of that there's a lot of Botox membership plans I love them they are amazing and and the practices who are not doing this as of now get certified start doing Mets Spa stuff guys they don't have money

patients don't have money to pay for a crown but they have $2,000 to pay for Botox fix that line got that got that line right man it works yeah it works so if you create your avatars based on that you are going to get clarity on how your marketing should look like and how you're going to use the language in that marketing to help somebody Choose You So if you don't do that it's not going to be easy for them to choose you so it it

takes a little bit of homework I say you know take a three or four hours it is so good to do though this type of homework it's so critical yeah and I think you bring up you know these these points of discussion and if someone's hired a marketing company and they're not digging into this stuff and asking these questions get rid of get rid of them right now because if they don't help you ident identify your ideal you know patient profile or Avatar whatever you want

to call it Based on data based on actual data not just like some pie in the sky oh I would like to have fill in the blank you know but and then so if they don't if they don't dig for data make databased decisions and ask you all of these questions up front and like where do we go to get this information they should have demographic reports they should have all this other stuff in house if they don't have any of that go to the next

like go find somebody that's vetted you know agree this is a this is a paino for almost all of our clients and it's sad and frustrating fasinating how many marketing companies they go through and how many you know six-digit um dollar amounts they go yes it's just painful I mean I've been there too uh and and part partly my advice would be own it right as the practice owner yes get get that a partner that can help you but Own It own the process understand the

process um I think for for most practices understanding this is more critical than you think um and and from my experience running a a dental tech company it's been critical for me to understand personally right so that I can uh talk about our own ideal type of practice because here's here's the pain that I felt as a as a business owner it's the same pain that you just said Dan from from other practice owners is I spent a lot of money on marketing and it hasn't

paid why because well we didn't understand the ideal patient or practice profile or in my case ideal customer profile and when we don't understand that years ago I acquired a lot of patients or practices that aren't the best and you know what you know what the ideal uh patients or the non-ideal patients and the non- ideal uh customers do will they leave bad reviews and they don't they don't come to the practice they don't use nasty divor softw it's bad yeah it's bad and and the

the right marketing and understanding that avatars is so crtical I can't I can't talk enough about that at least with my learnings all right last question for you and all then we'll end the the show uh it's an AI question AI is coming in especially in the marketing scene a lot I use AI every day from marketing because I do a lot of marketing here with my team at boomcloud and in the face of our a lot of our marketing we use AI every day uh

what how can a practice use AI to do a marke process everything everyw single thing I mean I just did I just did I just uh spoke at well I spoke at g New York but right before that I was speaking at smon and I did five sessions at smon and one of the sessions at smon was specifically AI now ai is again it's not about AI it's how are you using AI yes how are you train the AI to give you the answers and responses

that you need in fact I just gave out a 10 page um document so anybody who's listening to this send an email to infom manal sad.com um and my team will send you that uh 10 page it's a prompt guide it literally tells you what is a good prompt what is a bad prompt in Dental marketing and how are you going to use it for your own practice and how are you going to maximize everything from your newsletters to brochures to social media to campaigns to

invisaline to communication to video scripts anything that you want it will do it for you but it's the question is how are you asking it to do it yes and how are you making it so that it understands what you actually ask because a lot of times people will just go and be like tell me about dental implants and it's like no that's not what we need we needed to say hey I need you to act like a digital marketer I'm creating this ad this is

what I'm doing this is how it is this is my ideal audience this is the language that I need you need to make it so that it understands it but yeah it's it's AI is here to stay it's scary but it's here to stay it's like the iPhone when iPhone came out people were like oh my God I can check my email on my phone and now it's like I can run my whole company my all of my five businesses are run from this tiny little

guy right here right so yes here's um I love Ai and I I think it's it's really interesting yeah I don't think you should be scared of it it is a tool to help um you uh Advance right and and do more than what you think you can here's a use case that I did this last month we uh me and my marketing team which is me and an AI bot and I have some link Builders and SEO people as well um but that are Freelancers

but it was me and AI bot and I'm being really clear here I I looked at the like keywords that practices are searching for um and a lot of marketing keywords right um and I've I've designed my own prompt just like what you were you mentioned with your prompt list right I designed my own prompt and I fed a methodology a marketing methodology to my chatbot and then I FedEd a lot of my content and say sound like Jordan com suuck right when you're right uh

because I wanted to preserve my tone and how I speak and all that fun stuff so I now open up my laptop every morning and I look at you know keywords that practices may be searching online on Dental marketing on membership plans and whatever it may be and I will paste this prompt in paste the the keyword in and I design an article right and I I'll create a blog right and we we're getting thousands of practices coming to our website every month because of this

content that we're creating and then I'm going in and I'm inserting like these podcasts stand that we're doing and then uh manol you've got your books I've done like articles on books and things like that and link to them but that's how I use AI I also use AI to create a whole band and I've got music out there that's all done with AI so there's a lot of use cases for it I think we can spend a different a whole entire podcast just on the

UI the AI case study of of how to use it with marketing so you should see how buff I am when I tell AI when you use AI it's crazy I'm ripped like this was wild man yeah I'm I believe it I I have a I have a love haate relationship with AI you know um my my business partner Ryan he has he utilizes all the time and I I'm admittedly I I push back on when I write my own content but the reality is is

that uh you know and I do the same thing as you Jordan because I want it to sound like me with grammatical errors and everything and you know with my CRA slur in there you know that can understand what I'm talking and um but I I want that tone to remain and so in that sense I'm like oh I kind of begrudge it and but what I've come to realize and in is that in today's world man if you're not using it you are way behind

because you can be you can literally be a hundred times more productive with AI than you can by yourself or with your team because of what it does and what it can put out what kind of content how it can feed your practice how it can help the practice help the business um and what it can generate is unreal like I man what are you seeing as far as um what if you had to give like what's the top way to integrate uh AI into a

marketing strategy what would you say that is right now um well I like I said it can do anything and everything so there is not anything that the AI cannot do what I would like people to understand is to create strategically based folders um so for example what I would love for you to do is to like you said okay so you take your current content that you have so perhaps you already have brochures on all your treatments I want you to take that content I

want you to put it in there and I want you to go ahead and have the doctor talk about that treatment after that and now combine the both and mix the both because that becomes your actual thing for patient education videos that becomes your actual thing for your content that you're going to put on your blog or perhaps you're going to send out an email to your practice but it's a combination of what you have already done and then adding your tone your voice to it

and using technology to combine combine both of it to put it that way and I would create different folders for each thing so I would create a different folder I treatment messaging I'll create it actually folder for all our emails going out I'll create a folder for like our monthly campaigns going out our social media captions our this over that but use the tone it's really really important that AI doesn't sound like AI yeah and it sounds like a human and it sounds like you so

whoever is that front facing person whether it's multiple dogs maybe it's one dog maybe it's team members whoever that is so something that I do with a lot of my practices that I work with is I actually have the team come and talk so I will have all the hygienists come in and say okay hygienist talk about all the topics you're talking about okay talk about fluide talk about this talk about that and they will talk about it and they it with their language and I

will have them type it out as they do it and then I'll say Okay hygienist Samantha this is Samantha's folder this is the hygienist Samantha here's how Samantha talks right so you are organized you are strategic you are not just using AI to be like oh yeah it does marketing let me just ask you to do that no how would Samantha talk about X Y and Z to her patients awesome now let's create Samantha's X YZ make it into a whatever we want like a like

a guide or a pamphlet or whatever educational material or an email or a text let's make sure that all of Samantha's patients gets this email post Samantha's appointment about this or the dog just this dog does full mouth rehab okay how does he talk about it how does he explain it so it's adding that human factor to AI that's going to really help you maximize AI yeah so good so good awesome and all um this has been an awesome episode today um for those a episode

with manal like once a month is that absolutely and just she's like no you guys are too kind you guys are too don't think like so good thank you so much for those people that may want to learn more about what you do where can they find you yeah um you know go to Minal sad.com that's my website I'm easily accessible on social media like seriously go to Instagram Facebook and all of the stuff that I'm sharing with you I share it openly like I actually

go ahead and share the if you go to my Instagram at M LLC you will see that I share hey here are real ideas here's marketing ideas I openly give out information because to be honest I make money by working with clients but I make money if you join my marketology program and you actually get the training and you get all of this or if you come to C on the beach which is my destination C event it's happening in a different Island every year next

year it's in the Cayman Islands in June so come get C in Cayman Islands get a write off stay Resort 60% less you know it's fun stuff so I I like to do a lot of fun stuff but manal sad.com is the best way and again if you want the AI um prompt guide that I we do have just send an email to info@ mana.com mention that you heard me on this podcast and to send the AI guide and my team will just email it to

you it's a free resource wanted to to buy your books where's what where would you recommend that they go to buy them they're on Amazon so if you go to Amazon and just search for manol sad this is my book and you could purchase it directly on Amazon awesome with that said we hope you guys have a rocking day cheers