Take a look at our newsletter this month.
By Dr. Tom “The Gems Guy” Orent
You’re 55 years old (substitute your actual age and follow along with the math). According to average life expectancy calculations available from the U.S. Social Security Administration, you have 27 years left to live. The average adult sleeps just under eight hours per night. Since roughly one-third of your remaining years will be spent sleeping, you really only have 18 years left to “live.” We’re not done yet. Do bear with me as the point of this exercise could have a dramatic positive effect on the rest of your life. When you account for the time wasted waiting in lines, commuting by car, on “hold,” etc., you’re down to roughly 15 years left of “living.” Whether you’re really 45 years old or 60-plus … this type of calculation can be sobering. And very useful. Here’s why. IF YOU KNEW YOU ONLY HAD 10 YEARS LEFT TO LIVE … How would you spend your last 10 years? The fact is that the amount of time you have left to really live is likely not much more than that. First things first. Don’t let anyone else tell you what should be most important to you . Only you can determine how to live your most fulfilling life. With whom do you wish you could spend more time, and what would you be doing? For many of us, family is at the top of the list. If that’s the case for you, terrific. Make it happen now. For some, helping to improve the lives of those less fortunate is at or near
the top. Ring a bell for you? If so, you know what you need to do (and when!). While for others, realizing the dream of climbing one or more mountains, biking or driving cross- country, or learning how to scuba or skydive may be atop the list. YOU ARE NOT LIMITED TO A SINGLE CHOICE. There’s no reason you can’t have multiple items at or near the top of your list. Perhaps some of your pursuits could be combined (e.g., your spouse and child share your desire to jump out of perfectly good airplanes). If so, you can spend more time with family while pursuing your skydiving dreams. One of my brothers has over 1,000 jumps and his wife over 2,000. They spend a lot of time together free falling through the air!
"Until or unless you commit to make your dream(s) come true, little or nothing will change …"
come true, little or nothing will change … other than the fact that your remaining 10 or 15 years of “true living” (while awake, not in your car or waiting in lines) will soon be fewer in number. One of Dr. Robert Cialdini’s principles of psychology is that of “commitment and consistency.” He explains that when we outwardly commit to doing something … when we tell someone else what we are committing to do, we are far more likely to stay true to the course than had we otherwise not made such a commitment. TELL ME WHAT YOU ARE GOING TO DO WITH THE REST OF YOUR LIFE. Commit. Send me an email with the subject, “What I WILL DO with the rest of my life.” It doesn’t have to be earth-shattering. It simply must be meaningful to you. Something you’ve always wished you had the time to do. Shoot me an email at Tom@1000Gems. com, and tell me about your dream … not only that you are going to finally do it … but equally important, tell me when .
Do you have one or more dreams you’ve always put off until “someday”? Quests you’d like to transform from dream to reality? This is your “life and death decision.” Until or unless you commit to make your dream(s)
1
InsidersCircle.com | 1-888-880-GEMS (4367)
YouTube Channel "Dental GoldMine"
On a sunny Tuesday morning, one of your business team members starts her day with a message from a hacker, claiming to have stolen all of the practice’s information and demanding $80,000 for its release. Rather than panic, she sighs out of annoyance and notifies your IT company and you immediately receive verification that the IT company encrypted the files the hacker stole, and you utilize the backup storage at a third-party location to return the files to your technology immediately.
Now more than ever, our information is a commodity on the dark web, Hensen explains. Established in the 1950s for the Navy’s covert communications network, thieves and hackers have infiltrated the dark web as the criminal underground meeting network. It’s not accessible through traditional browsers; instead, users must download specialty browsers to communicate with other nefarious users. (Note: DO NOT LOG ONTO THE DARK WEB. Once you log on, you’re vulnerable and exposed.) As technology has evolved, so have the criminals who utilize it to steal information. The tools they use to hack into systems were stolen from the National Security Administration, Hensen said. These platforms designed to protect us are now being sold at a low price on the dark web, allowing more hackers into our databases and network drives than ever before. Coupled with the fact that the price of the online commerce system Bitcoin has fallen, it’s become easier than ever for hackers to access your data. In the past, businesses and families would hire professionals like Hensen to fix their laptops or computers when a virus infected their technology, stole their data, and shut the device down. Today, hackers sneak into our devices and go to great lengths to ensure they are never discovered. Their goal is to hang in the background, peer into your files, and steal whatever they can as it’s updated. The hackers then turn around to sell this information on the dark web to scammers and thieves looking to make a quick buck, and if they cannot guarantee a satisfied criminal, they turn to other pieces or victims in your data.
Hackers may also keep the information hostage in an increasingly popular criminal action known as ransomware. The New York Times reports this type of attack is on the rise and the amount of money hackers are requesting continues to climb. The attack has closed small businesses and damaged city and emergency response budgets. And that’s precisely what makes you, your practice, and your patients a commodity. You’re literally being sold online to thieves looking for a criminal service — fueled by referrals and protected by return policies, Hensen explained — to aid in their mission to steal.
By that afternoon, it’s as if the hack never even happened.
In those moments, you’re not thinking about how much money you spent on backup servers and security protection. You are not worried about what information had been stolen. You can confidently tell your patients that their personal information is safe, and you will be thankful to have the protection that caught the fraud, ended it quickly, and dispelled the issue before it resulted in a mass breach of personal security. This could have been a TOTAL LOSS . Unfortunately, IT and security protections are often seen as an optional expense that would be nice to have but aren’t a necessity . According to one of the tech world’s top experts and thought-leaders, Charles Hensen, this thinking is detrimental to our safety and security. A 27-year IT veteran, Hensen has been featured in many publications offering his expertise and was invited to Google’s headquarters to provide feedback on products, tools, and security. When he says ignoring tech security and must-dos is detrimental, he knows what he’s saying … because he’s seen it happen to panicked business owners requesting his help.
"You’re literally being sold online to thieves looking for a criminal service — fueled by referrals and protected by return policies, Hensen explained — to aid in their mission to steal."
Hensen has learned a lot in his nearly three decades adapting and servicing technology to protect and meet the needs of consumers. For dental practices, which store thousands of pieces of personal information at any given time, this information is NECESSARY in order to protect the health of the practice and the safety of patients. Remember, the time to think about upgrading your tech needs is not when you’re in the middle of a technology crisis. Take Hensen’s 13 tips into account and protect yourself from becoming a commodity.
Continued on page 3 ...
2
InsidersCircle.com | 1-888-880-GEMS (4367)
Facebook Group "Dental GoldMine"
... continued f rom page 2
10. Update Old Technology: Technology is more affordable than ever before, and high-end updates and protections are now available for anyone to use. This offers you a litany of options, but keep in mind that this also means many hackers have access to these options. Sticking with old tech puts you at a greater risk as scammers become more advanced. Your ability to protect yourself has to adapt, too, and with it, so does your technology. 11. Be Mindful When Merging: In 2015, the hotelier company Marriott International acquired Starwood Hotels & Resorts Worldwide. Shortly after, a large hack left half a billion people’s personal information vulnerable and stolen by the dark web. The problem? Marriott International didn’t properly vet or improve Starwood’s security and protection systems prior to merging. The result was catastrophic for the hotel giant. Take a lesson from this mistake and always properly secure your technology and systems from both ends before merging with other tech or parties. 12. Receive Alerts: If you cannot prevent fraudulent activity, you can stop it almost immediately after it happens by signing up for text and email alerts from your credit card companies and bank accounts. This notification will be the best way to protect yourself from charges you do not make, whether they are done maliciously by a thief or accidentally by a team member.
CHARLES HENSEN’S TOP 13 TECH TIPS FOR DENTAL PRACTICES
"Remember, the time to think about upgrading your tech needs is not when you’re in the middle of a technology crisis."
1.
Password Protection Policy: Hackers like to press their luck, and in doing so, they may just pound out password attempts until they find the right one. For this reason, you MUST have a policy that states, “If the password attempts have failed three times, the system must be locked down.” It can be finicky to be locked out of your system, especially since human error makes three failed attempts very possible. Yet, you’ll be thankful for this protection when a hacker is shut down after the third attempt. Change Your Passwords: A password defends your system from those who do not need to be inside of it from infiltrating it. But when your defense system is as easy as “123456” or “qwerty,” it’s doing nothing to protect your practice from hackers. Gone are the days when a simple password suffices. Today, you must have a passcode that is unique, involves multiple characters, and is regularly updated. Computer Updates: Your IT professional should update your software and programs. Ensure this is happening by communicating with your IT team on a regular basis. Are they updating programs like Adobe, Java, or Windows? What does your firewall look like? This communication keeps you abreast of the consistent changes that can happen in tech while ensuring your IT team is doing all it can to protect your practice. Encryption: Every single device in your practice MUST be encrypted. Read that again. Every. Single. Device. This includes computers, laptops, cellphones, iPads and tablets, security systems, and more. If your devices are hacked or stolen, the encryption acts as a secret barrier between your hacker and your information. The data can be cleared completely from your device or illegible to the hackers. (Don’t worry about your data post-encryption. Proper encryption involves secure backup systems. Keep reading to learn more about the value of these!)
5.
Secure Internet Gateway: These products can verify that you’re accessing the correct website without mistyping something. One slip-up could land you in the middle of a hostile battleground. Insecure gateways hang a welcome sign for scammers and thieves onto your practice. Antivirus: What antivirus are you running? McAfee and Norton aren’t as good as they used to be because of the sophistication of today’s ransomware. Having this software in place protects you from intrusions, but if your program is only catching a handful of what might come at you, it’s not doing the work you and your patients need for protection. Your antivirus must be TOP TIER to do its job. Multifactor Authentication: This should be on everything from your data storage to personal email addresses. Asking for a two or multistep identification process ensures hackers have many hoops to jump through and further complicates their mission. These layers protect you from many hackers. Back Up Everything: Your backup system is a safety net that will catch all your data and information should it be stolen or damaged. Today, hackers hold information hostage and demand ransom for the data, and through backups, you can ensure you don’t have to pay ransoms and can mend the situation swiftly. Backups should be in a secure offsite location. (It should be encrypted, too!) Monitor the Dark Web: Your IT team should be able to track the dark web for you to monitor any leaks or potential personal information for sale. It’s much easier to recover when you find the leaks sooner rather than later.
2.
6.
7.
3.
8.
13. Security Awareness: Your greatest
4.
weakness in defending your practice from hackers and thieves could be the very people you trust to run it every day or the patients you treat ... simply because of a lack of education. In fact, the FBI reports that 95% of breaches could have been prevented with user education. Protect yourself from this in the following ways. a. Set Policies: Much like it’s a hassle to have three failed attempts lockdown your access, policies can appear as
9.
Continued on page 4 ...
3
InsidersCircle.com | 1-888-880-GEMS (4367)
YouTube Channel "Dental GoldMine"
GEMS FAMILY VIRTUAL FALL RETREAT & MASTERMIND SESSIONS SEPTEMBER 25-26, 2020. 11:00 AM - 4:00 PM EDT “TIPS, TRICKS, AND OPTIONS TO INCREASE PPO PROFITABILITY & ELIMINATE YOUR WORST” As a practice owner are you aware of the significant changes in dental PPOs that have recently occurred? Are you aware of the PPO threats to your practice profitability, and taking strategic action to deal with them? Would you like to arm yourself with the knowledge to fight back against insurance company dirty tricks…..both now and the future?
In this presentation, you will learn about the massive changes occurring in PPOs, understand common profit-killing errors and learn what strategic actions you can take to improve your PPO profitability. 4 7 ways to improve PPO profitability! 4 What is the most profitable PPO configuration? 4 Should a practice be adding, or reducing the number of PPO agreements they have? 4 Understanding tiered PPO networks: Are you unnecessarily writing off more than you need to
Mr. Clint Johnson
4 Improving PPO fees through fee negotiation and add profit without working any harder 4 5 common mistakes dental offices make when dealing with PPOs that can crush profit Clint is the founder of Profitable PPOs, and has worked with dental practices for over 20 years.
Profitable PPOs, based in Phoenix, AZ, specializes in helping dental practices across the United States take advantage of opportunities to participate more profitably with insurance PPOs. Working with hundreds of practices of all size and specialties, Profitable PPOs has been able to help them successfully add millions of dollars in increased revenue to those practices. Clint is a published author, a frequent speaker across the United States to dental groups on the subject of dental insurance participation, and is passionate about helping practice owners gain a better understanding of how to optimize their PPO plan participation to increase business profits. When not working with dental practices, he and his wife keep busy with 3 kids and pursuing hobbies including skiing, scuba diving and travel.
“HOW TO GENERATE A MASSIVE SOCIAL MEDIA FOLLOWING FAST AND TURN IT INTO AN ENDLESS WINDFALL OF NEW PATIENTS” You will discover: 4 The lead to list funnel that rapidly turns followers into funds. 4 How to get influencers to promote you and your offer for free. 4 The secret to easily attracting your perfect prospects who want to work with you. 4 How to quickly generate a sales surge no matter how many you have on your list right now.
Kim is the founder of Powerful Professional, a business coaching and education company. She was recently named #475 in the Inc 5000 and Forbes called her a must-read author for business books. She is a multi-seven-figure business entre- preneur with no business degree and a tendency to say “crazy pants” more than is socially acceptable. She is the best-selling author of The Ultimate Guide to Instagram for Business and The No BS Guide To Direct Response Social Media Marketing, with Dan Kennedy. (Fun fact: she uses a thesaurus when she writes or she would use the word “awesome,” “cool,” or “very” 7,452,675 more times than she already does.) She’s an in-demand speaker, having shared the stage with Tony Robbins, Grant Cardone, Kevin O’Leary and Gary Vaynerchuk. She’s a Boss. A mom. A wife. A daughter. A friend. And knows that’s why God gave us prayer, laughter, and coffee. KimWalsh-Phillips “DISCOVER THE POWER OF LEVERAGE AND AVOID THE SIREN’S SONG OF MANAGED CARE” 4 Break free from the limiting beliefs that destroy your practice from within 4 Blow through production bottlenecks 4 Achieve the freedom and flexibility you deserve 4 Unlock the sales and persuasion technique hidden in Mark Twain’s writings 4 Smash every revenue and profit record by using these 3 tools 4 The #1 thing you MUST do before dumping your PPOs 4 The real math of new patient attraction 4 How research from a camera company PROVES that dentists should avoid or at least reduce their dependence on managed care 4 Why it’s more profitable, and less risky, to be out-of-network 4 Create an environment where more gets done with less headache, heartache, and hassle 4 The lifetime value of PPO patients vs fee-for-service How research from a camera company Planet Gems Senior Practice Analyst, Mr. Tom Rich brings an undeniable level of marketing and management expertise to the Gems team. With over two decades of professional experience, Tom has written over 2000 direct response advertisements, managed large and small call center operations, and has recruited and trained hundreds of sales professionals. Tom has helped companies and clients (ranging from Fortune 50 companies to smaller operations) maximize their sales and marketing strategies. Through his efforts, the companies he has worked with have made or saved over $542,000,000. Tom has experience in a wide variety of companies across several industries, ranging from retail to health care. In his time working with Dr. Tom Orent and Gems, he has been instrumental in working one-on-one with dentists to help them recognize the immense amount of opportunity in their practice and assist them make the right decisions to enable them to harness that potential and to ultimately obtain the practice of their dreams. He also helps Gems with new client and referral attraction strategies and campaigns through online and offline marketing. His primary focus is helping Gems and its members implement sales and marketing campaigns that drive an immediate measurable result. Tom has been an integral part of the team and has a knack for discovering (and conveying) how to help dentists realize the goldmine they have been sitting on. Tom earned his MBA, specializing in Marketing and Consulting, from the Thunderbird School of Global Management and a BA in Marketing and Mandarin Chinese from the University of Utah. Tom Rich, MBA Senior Practice Analyst
REGISTER FOR GEMS FAMILY 2-DAY VIRTUAL RETREAT TODAY!
NAPOLEON HILL TAUGHT OF THE AMAZING POWER OF THE “MASTERMIND” The “Mastermind” and “Lightning Rounds” in virtual breakout rooms will allow us to “see” old friends from Planet Gems and meet and make new Gems Family friends. You’ll have the opportunity to work and build with your team as well as time to brainstorm and learn in breakouts with others from all over Planet Gems! We may be “socially distanced” but you’ll enjoy the format of this 2-day Live Online Virtual Event and will “connect” in ways never before possible!
REGISTRATION FEE FOR ENTIRE OFFICE $200* *GG12 & GG12 Alumni Members credit card will be charged a $200 REFUNDABLE Deposit. The FULL $200 will be REFUNDED the week after you ATTEND the retreat (or if you cancel 30 days Prior to event)
REGISTRATION FEE FOR ENTIRE OFFICE $897 REGISTER BY
REGISTRATION FEE FOR ENTIRE OFFICE
PAY ONLY $1,497
8/31/2020 AND SAVE $400 PAY ONLY $497
*If you are not a GG12 or Gems Platinum Member and have never had a FREE PLATINUM MEMBERSHIP TEST DRIVE you may take a FREE TEST DRIVE and: • Pay only the Platinum whole office registration rate of $497 for the event • Enjoy all the benefits of Platinum Membership FREE from now through the September 25, 26, 2020 event • Credit card won’t be charged the usual Platinum fee of $497/month ‘til 9/28/20 • Platinum is month-to-month, you may cancel any time To register for the 2-Day Gems Virtual Event go to www.GemsVirtualEvent.com or call 1-888-880-GEMS (4367)
To get your FREE TEST-DRIVE go to www.GemsVirtualEvent.com and scroll to the bottom and click on the button shown here:
Approved PACE Program Provider FAGD/MAGD credit. Approval does not imply acceptance by a state or provincial board of dentistry or AGD endorsement . The current term of approval extends from 1/1/2018 to 12/31/2021. Provider ID #210991
RECOVER Your Practice REDUCE PPO Dependence REGAIN Control of Your Future
EVEN IF YOU’RE 100% FEE-FOR-SERVICE, WHILE AT YOUR GEMS FAMILY RETREAT YOU’LL DISCOVER TREASURE TROVE OF GEMS NOT TO BE MISSED!
• Keynote Presentations (see below & pages 2-3) • Mastermind Sessions • Lightning Rounds in Breakout Rooms • Networking! Meet with old friends and make brand new ones as we welcome our newest inhabitants to Planet Gems! • Transformational engaging Team-Building Breakout Sessions Meet MaryBeth “50-Something”-year-old mother of 3! MaryBeth is a Certified Professional Trainer, track coach, model and actress. She is also the secret behind how Elizabeth, “my wife the engineer” and I stay in shape. No, the photo of MaryBeth flying through the air (on the left) was not PhotoShopped! She really is that high in the air! Each day of our 2-day virtual event, MaryBeth will get us up out of our chairs and moving. We’ll be working on Strength, Flexibility, and Motion! Everyone can participate regardless of your age or current level of fitness.
• • •
10 CEU Continuing Education Units
Raffle Wheel Spins (of course!)
Cool PRIZES & GIFTS
• Special SECRET RETREAT BOX shipped to your office before the event • One fee for your entire practice •
2 Training, Health & Fitness Sessions with MaryBeth Paul, Certified Personal Trainer ATTEND THIS VIRTUAL EVENT AND IMPROVE YOUR HEALTH & FITNESS!
... continued f rom page 3
extra hoops for your team to jump through, but they are powerful tools. Policies for wire transfers, purchases through Amazon, password protections, and information releases should be strict and regularly enforced. For example, if a patient calls in wanting personal information from their last appointment, a protocol that involves the front desk liaison calling the patient back and verifying who the patient is through a series of questions can protect your practice and your patients from your team unknowingly giving out data to the wrong person. This also extends to having policies in place after a team member leaves the practice. If they have access to your usernames, passwords, and systems, or if their usernames and passwords can still access your data, your practice is vulnerable to hackers or disgruntled former employees.
about common phishing attacks and scams that hackers continually run. You can ask your IT team to regularly share updates and new hacking methods they are discovering. This provides your team members with the proper tools they need to prevent fraudulent activity from breaking your practice’s barrier. For example, email and server scams are some of the most common hack jobs today. Often, scammers secure their victims by using phony yet professional looking emails. Some may even replace the letter “m” with “rn” due to its similarity in print. This often hooks victims who aren’t trained to search for these fraudulent addresses and red flags in the body of the email.
and interacting with the practice. This understanding between your patients secures your practice and instills trust between you and patients. Think about it: Would you rather go to a mechanic who offers a guaranteed protection system or one who risks it? The answer is simple. Technology has provided us with revolutionary opportunities and treatment techniques for our patients, but it also leaves many of us vulnerable … both in the practice and out! To learn more technology tips and how you can protect your practice, team, and patients, visit InsidersCircle.com ' SITE MAP ' GEMS INSIDERS’ CIRCLE WEBINARS ' 098 HENSEN CRIMINAL UNDERGROUND IS MAKING YOU THE HOT NEW COMMODITY ON THE DARK WEB.
c. Inform Your Patients: By educating your team and instituting policies,
you will in turn also educate your patients. They will have to follow these policies when scheduling appointments, undergoing treatment,
b. Educate Your Team Members: Take time to educate your team members
Sudoku
4 InsidersCircle.com | 1-888-880-GEMS (4367)
Facebook Group "Dental GoldMine"
Dr. Paul Holliday, Australia Dr. Mark Taylor, Australia Dr. Chris Potter, Australia Dr. Victor Gong, Canada Dr. Juraj Benko, Canada Dr. Ed O Flaherty, Ireland Dr. Chafika Kadiri, Morocco Dr. David Noffert, MI Dr. MichelleWeddle, NJ Dr. AndrewDine, OH Dr. Eliot Tokowitz, IL Dr. DaleWilliams, TX Dr. Nekia Neither, MD Dr. AparanMenrai, CA Dr. Charles Boettcher, NE Dr. HatemAbdelhadi, CA
Dr. Mark Reber, CA Dr. Michael Griffin, IL Dr. Priscilla Tall, CA Dr. Maritza Lazcano, CA Dr. James Gardiner, AL Dr. Richard Leverett, AL Dr. Will Catterton, ME Dr. Priya Patel, PA Dr. Lindsay Bancroft, CA Dr. Vigen Simchian, MD Dr. John Jennings, GA Dr. Lance Dehne, MI Dr. Rod Gore, AZ Dr. Brian Koo, NJ Dr. Joshua Svoboda, NE Dr. Hye Park, VA
Dr. Clarence Kegler, GA Dr. Tina Herington, GA Dr. RonaldWeissman, AZ Dr. Neal Pearson, CA Dr. Michele Giuffre, NJ Dr. Mostafa Fakhrzadeh, NJ Dr. Milad Rabban, MI Dr. Alexandra Peri, MI Dr. Scott Young, NC Dr. Michael Plyler, AR Dr. Glenn Spencer, MI Dr. Scott Jolly, AR Dr. Derek Thompson, TN Dr. Lisa Davis, CA Dr. Carla Monogan, OH Dr. Jennifer Gerbasi, OH
Dr. Jay Gohel, NJ Dr. Michael Solly, TN Dr. LeathaWood, MI Dr. David Trebisovsky, MN Dr. Jon Runion, OH Dr. Sheryl Pomerance, MI Dr. Julie Ball, VA Dr. Hyang-Rim Lee, NY Dr. Caresa Doakes, MO Dr. Mark Cohen, CA Dr. Jolene Dague, IA Dr. Blake Perry, WA Dr. George Davis, NV Dr. Ezzat Abdoun, VA Dr. VramKargodorian, CA
GG12 Office Hours: Twice each month, my office door is open for your visits. This is an opportunity for GG12 Doctors and team members to speak with me directly with questions about dental practice management or life on the Planet (Gems!). Gems Insiders’ Circle™ Quarterly Q&A Webinars: Four times each year, I’m available in the evening for up to 90 minutes to answer your questions about any topics of your choice regarding dental practice management.
For the latest up-to-date information about what’s happening on Planet Gems, go to InsidersCircle.com and click on “Calendar” (menu bar, top left of homepage). If you have questions, please contact your Personal Gems Concierge or call 1-888-880-GEMS (4367). 90-Minute GG12 Team Training Online Events: GG12 Dental Practice Transformation members, please block out this monthly program on your calendar. These occur just once each month, but they could easily be the most important 90 minutes you and your team will ever invest.
Gems Family Fall Retreat Goes VIRTUAL! BEAMED LIVE From Planet Gems! Sept. 25–26: Register today for your Fall Gems Family VIRTUAL ONLINE 2-DAY Members’ Event! Beamed to Earth direct from Planet Gems, we’ll have the same keynote speakers, mastermind sessions, lightning round breakout rooms, games, raffle wheels, prizes, and more! A surprise package will be shipped to all registrants … NOT TO BE OPENED
until instructed to do so during the event! For complete details and registration go to InsidersCircle.com and click on the FALL EVENT banner at the top left.
Aug. 26: 8:30–10 p.m. EDT — GG12 & GIC Quarterly 90-Minute Q&A
Sept. 2: 11 a.m. to 12:00 p.m. EDT — GG12 Office Hours
Aug. 19: 11 a.m. to 12:30 p.m. EDT — GG12 90-Minute Monthly Team Training
Sept. 11: 11 a.m. to 12:00 p.m. EDT — GG12 Office Hours
Aug. 21: 11 a.m. to 12:00 p.m. EDT — GG12 Office Hours
5 InsidersCircle.com | 1-888-880-GEMS (4367)
YouTube Channel "Dental GoldMine"
provide very different sets of psychographic data. Think about who might interact with something on Facebook while they’re reading news, perusing their friend’s updates, or interacting with a couple of brands they like. If it’s a mom, maybe it’s a cosmetic company she likes, or a food or exercise brand she uses. But the rest really is all about mindlessly thumbing through:
• • •
Photos Videos
Updates from friends
It's no different than walking through town and waving to people on the porch.
Realize this when developing your marketing ideas. You’ve got to give that person a REASON to come up to the white picket fence and talk for a minute. If they do that, then maybe, as in Perry’s example, they realize that there’s some nice-looking pottery on the porch. Then that person realizes the owner of the house not only makes the pottery but also sells it. And they’re NOT yelling from the porch, “Come over and buy our pottery!” Make sense? The Principle The people on Google are in a totally different state of mind . If someone is scrolling through their newsfeed on Facebook or Instagram, they might stop and look at a local restaurant and say, “Now that’s really cool. Maybe we’ll go there for drinks and appetizers tonight.” But the person searching for, “Chinese food near me” is getting ready to go out and sit down or call and get a reservation at a restaurant versus someone going through the newsfeeds only. What’s in it for me? What’s in it for me (WIIFM) is the key phrase. In other words, “It’s all about the patient.” The more we test our online marketing, the more we realize that things need to be constantly updated. For instance, in the past, giving someone a free downloadable report on Facebook, such as “10 Things You Need to Know About Your Implant Dentist,” would get downloaded like crazy. It still works well on your website and Google because they are ACTIVELY searching for this particular information.
What Dentists Need to Know About New Patient Marketing
By Dr. Jeff Anzalone, Board Certified Periodontist, Certified GG12 Coach
More and more dentists are researching new and different ways to boost their new patient numbers. One of the most frequently asked questions I get is about using the web for help. Specifically, regarding the use of Google AdWords versus Facebook ads. We have been using both Google and Facebook to boost our internet presence with regards to dental implants. Here’s what we’ve found … Marketing Expert Perry Marshall is one of the best Google and Facebook marketers. He gives a great analogy of the “mindset” of someone searching in Google versus using Facebook. Here’s an example that pertains to us …
This house is sitting in a spot where several roads intersect. These roads take people to church, the local tavern, and a popular marketplace. This is what he considers Facebook to be. Got it? This is a big, friendly place where neighbors can pass by and wave to grandma and grandpa rocking on the porch drinking iced tea. Ahhhhh, the good ol' days.
Consider someone searching Google for:
He explains that Facebook advertising is no different than that person sitting in their rocking chair, yelling at the people who walk by in town, “Hey, do you want to buy something?” This isn’t the type of conversation that you should have on Facebook. Mindset Now, let’s compare consumers on Facebook to ones on Google. These two groups
• • •
Cost of dental implants Implants versus bridge Best implant dentist
That person is in a very different state of mind than someone who is using Facebook. Perry offers an analogy comparing Facebook to the big house in the corner of town square.
Continued on page 7 ...
6 InsidersCircle.com | 1-888-880-GEMS (4367)
Facebook Group "Dental GoldMine"
... continued f rom page 6
Not so on Facebook.
he wants to be THE go-to video platform. Facebook wants more video content. So, you’ve got to make sure you have videos on your page now more than ever. Summary Consumers these days LOVE to be told things about themselves. Why do you think so many of them post every mundane detail of their lives on Facebook? They want a response. They want attention. They want others to tell them things about themselves. Consider
creating items for them to download that give them more “what’s in it for them” info.
Facebook’s recent trouble caused many advertisers to flee. By doing so, we’ve noticed the cost to advertise on their platform has dropped considerably. Here's the bottom line : It’s NEVER going to be cheaper to acquire patients on Facebook than today.
The SmileDirectClub is having great success offering a free Smile Assessment — see if you qualify for at-home aligners on their Facebook page. What type of assessment could you create regarding dental implants? Knowing this information BEFORE you hire a marketing company will give you better results and put more dollars in your pocket.
Facebook CEO Mark Zuckerberg recently waged war against YouTube. He stated that
By Tom Rich, MBA, GG12 Senior Practice Analyst
We will all face opposition in our lives. The challenges and resistance we encounter (whether on a small or global scale) influence who we are and morph the lens through which we view our lives. To illustrate this, I’ll share a story I’ve heard many times, which has been attributed to an equal number of sources … in other words, I don’t know the author, but I know wisdom when I see it. One day a daughter was sharing her frustrations with her father. Life was hard, wasn’t fair, and she was tired of constantly struggling. Her father lovingly listened as she poured out her heart and shared her misery. Finally, when she had finished, he quietly stood up and beckoned her to follow him into the kitchen. When she sat down, he handed her three objects which he asked her to identify. She obliged: a bag of potatoes, a carton of eggs, and a cup of freshly ground coffee. He set three pots filled with water on the stove and turned on the fire. In short time, the water began to boil. Then, without saying a word, he placed each of the objects in a separate pot. They sat in silence as each pot quietly hissed. The father could tell his daughter was growing impatient, but he carried on. After a while, the father removed each of the pots from the fire. He placed the potatoes in a bowl, followed by the eggs in a separate bowl, and finally poured the coffee through a filter into a cup, each of which he placed in front of her. He then asked her again to identify
the objects, and again she stated: potatoes, eggs, and coffee. The father smiled and asked her to look again. After a brief moment all the daughter could muster was a confused shrug. He then told her that water is the adversity and resistance of life. Opposition is something we will all experience and cannot be avoided. He then pointed to each of the objects and explained that the boiling water was the adversity they faced. With the potato, it took something that was hard and made it soft. With the egg, it was fragile and it became hard. But the coffee … it did something that neither of the other two had managed: It changed the adversity into something else. Adversity is a fact of life. As long as your heart beats and air fills your lungs, you will face challenges and opposition. While some of it is your own fault, much of it isn’t. Regardless, it’s how you respond to the tests and trials of life that determine whether you let them make you hard and bitter, soft and weak, or you take them in stride and make something new and better. In all opposition, there is opportunity. Look for it, and you’ll find it. Ignore it, and you will be crushed by others who do. I encourage you to look at yourself and harness the tsunami of potential that surrounds you. As any surfer will tell you, life is better on top of the wave than underneath it. Where you are is a choice. Choose to ride the wave of opportunity.
7 InsidersCircle.com | 1-888-880-GEMS (4367)
YouTube Channel "Dental GoldMine"
Gems Inside
p.6. Coaches' Corner
p.1. A Life and Death Decision
p.7. In Adversity There Is Opportunity
p.2. Criminals Are Selling YOU on the Dark Web
p.8. One Company That Disrupted Giants and Lived to Tell the Tale
p.5. Happening on Planet Gems
How One Company Changed the Home-Cleaning Industry for the Better It’s good to be clean. Today, Method’s products are a ubiquitous presence in the cleaning and hygiene aisles. You may have seen their products, if you don’t already have a few in your home. From dryer sheets to body wash, Method makes just about every type of home-cleaning product you can think of. How did such an innovative and progressive company start? Way back in 2000, Method was founded by friends Adam Lowry and Eric Ryan. They started with an idea to “disrupt” the cleaning industry. These days, when you hear the word disrupt, the display at the Museum of Modern Art in New York and partnerships with Audi, Estée Lauder, and Samsung.
Within two years after Method’s founding, they had products on store shelves, namely Target, and instantly, consumers were intrigued. They focused on defining their brand and developing a product that stood out, and it worked. A few years later, Method was a $100-million company. In 2012, a Belgian company, Ecover, bought Method. Ecover was founded in 1980 with goals that aligned with Method. They, too, set out to create environmentally friendly cleaning products. Ecover wanted to expand into the North American market and saw Method as the way to do just that. The partnership was a success, and Method went from racking in $100 million a year to $200 million a year. Then, in 2017, S.C. Johnson & Son bought Ecover and Method, ultimately making the Method brand even bigger. Today, they have over 150 products on store shelves that match their original idea. And to the environment’s benefit, many other companies are following suit. If you walk down the cleaning aisle at your average grocery store, you’ll see countless products touting their environmental friendliness — and Method set the stage. When it comes down to it, Method’s success story can be traced to smart branding. They figured out their product, differentiated their brand, and went after their long- established competition. They understood the underlying narrative of environmentalism that grew in the early 21st century. As a result, consumers responded and helped make the brand a resounding success.
response is usually an eye-roll. But Lowry, a chemical engineer, and Ryan, a marketer, had a plan. First, it was rethinking what cleaning products had to be. For a long time, there was a stigma that environmentally
But it’s not just cleanliness that they have down to a science; Method has redefined what it means for a company to be environmentally conscious. Every single one of their soaps and cleaners is biodegradable and won’t harm plant or animal life. On top of that, they source all of their materials in the most environmentally friendly way they can, and they make improvements each year. It’s all part of a plan built into the way Method does business. Visit Method’s website (MethodHome.com/benefit-blueprint) and you’ll find their “Benefit Blueprint.” This blueprint essentially breaks down their philosophy of environmental awareness and showcases what they are doing to achieve their goal to be a healthier business. As part of their mission, they are a certified Benefit Corporation, aka B Corp. B Corp is a private certification that was established by a nonprofit called B Lab. This organization works with companies around the world to meet certain standards, including standards of sustainability, accountability, and transparency. In order to become certified as a B Corp, companies are assessed by B Lab for social and environmental performance. Each company must meet certain scoring thresholds in order to get certified and maintain that certification. Method has baked these criteria right into their business model. Everything they make and do revolves around environmental performance.
friendly cleaning products couldn’t match the cleaning power of traditional soaps and solvents. And, at one point in time, that was true. Traditional products, the ones we still see on store shelves today, are effective, but they’re also made with harsh chemicals that have to be handled with care. They work, but using them comes at a destructive cost. To address this problem, Lowry and Ryan experimented with ingredients that instead were friendly to the environment, both in everyday use and in the way those ingredients were sourced and manufactured. Method became a showcase for global environmental awareness by looking at how their ingredients and manufacturing process affected individuals and communities. As they developed their products, they knew they also needed to develop their brand. This was key, since they were going up against giants like Clorox, Procter & Gamble, and Unilever. Thus, Method wasn’t just about differentiating what was inside the bottle; they were also focused on differentiating the bottle itself. So, they brought in renowned designer Karim Rashid to help. Rashid is a star in the design world; he has art on
8
InsidersCircle.com | 1-888-880-GEMS (4367)
Printed by The Newsletter Pro · thenewsletterpro.com
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12Made with FlippingBook - Online Brochure Maker