Take a look at our newsletter this month!
By Dr. Tom “The Gems Guy” Orent
There is far more bad dental marketing out there than good. Should you hire an ad agency or copywriter who has a consistent track record for creating award-winning ads? Maybe, but, if you do, your decision should not take into consideration their “award- winning” ads. The only vote that counts when it comes to advertising is the vote of your prospective new patient “raising her hand” by scheduling a new patient visit (and showing up) in your practice. It’s beyond the scope of this article (read: impossible) to detail every dental advertising opportunity you should be wary about. Instead, we’ll cover steps you can take to reduce your chance of throwing away good money on bad advertising. MY BIGGEST CONCERN IS NOT THE MONEY FLUSHED DOWN THE TOILET. Sure, it's sad to see hard-earned money go down the drain. But that's really not the worst of it. A far greater concern is the LOST OPPORTUNITY COST. On average, a new patient in your general dental practice will spend $4,800 with you. They spend nearly $5,000 before they move out of town, change Dentists, or pass away. If you perform a fair number of crowns, bridges, implants, ortho or Invisalign ... or if you do any sleep apnea and/or sedation, your LAV (Lifetime Average Value) of a new patient will be significantly higher.
money I wasted for my 12 months of glory around the edge of their activities board, but I do remember exactly how many new patients I got from the adventure. Zero. Big doughnut hole. Nada. It doesn’t have to be exactly the same scenario. Pretty much any time an ad rep shows up at your front desk with a unique opportunity for you to advertise … it’s going to be a waste of money. Which leads me to … THERE’S ONLY ONE DOCTOR IN YOUR AREA … AND I NEED TO KNOW WITHIN 24 HOURS. It’s not unusual for us to receive emails from members asking what we think about this or that advertising opportunity someone just offered them … when (RED FLAG) they must respond within 24 hours or the rep will offer it to another competing local Dentist. It’s not 100% ... but a good rule of thumb is that when an ad “opportunity” walks in your front door (or calls, or emails you) … i.e. you didn’t seek them out based upon a solid referral, it’s likely an opportunity you could (and should) pass. Especially if they tell you they must know within a day or two ‘cause they’re offering “area exclusivity,” and if you don’t take it, they’ll have to make it available to another local Dentist … your competition.
"I don’t remember how much money I wasted for my 12 months of glory around the edge of their activities board, but I do remember exactly how many new patients I got from the adventure: Zero. Big doughnut hole. Nada."
ADS AROUND THE CALENDAR/ACTIVITIES BOARD AT YOUR LOCAL HEALTH CLUB When I was only a few years into practice (a target for this kind of ad “opportunity”), an ad-sales guy came by my practice to tell me about a “wonderful new opportunity.” They were installing a brand-new calendar and activities board at a local tennis and health club, and he assured me it would be a perfect place to advertise my dental practice. The club had over 2,500 members, and the board was going to be right in the middle of the front lobby area. “Everybody would see it.” There would only be room for 10 ads around the perimeter of the board. Was I naïve enough to think that this would be “effective marketing?” Yup. Bought it hook, line, and sinker. I don’t remember how much
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RADIO AND NEWSPAPER ADS WRITTEN BY THE RADIO AND NEWSPAPER PEOPLE Radio and newspaper ads can be very effective. But, in most cases, you are wasting your money unless you have your ad written by a proven-effective, highly skilled, direct response ad copywriter. HINT: Such people are not employed by the radio stations and newspapers! Sure, they may offer you free ad creation … the only reason they do is to help them sell more ads. If the folks who work for the local radio and TV stations were actually quality ad copywriters … they would not be working for the local radio and TV stations! and I’d be happy to introduce you. It’s not cheap, but, in copywriting, you get what you pay for. Of course, even the best copywriters can’t guarantee you’ll get results from their ads. But you’re more likely to do well with an ad copy pro instead of allowing the station, newspaper, your team, your cousin, or your mother to write your ads for you. If you would like an introduction to a solid direct response copywriter, shoot me an email ADS ASSOCIATEDWITH YOUR LOCAL HIGH SCHOOL SPORTS TEAMS Hardly a high school sports season goes by without the Gems Team hearing from members asking if they should purchase an ad sponsoring their local high school team. It’s always the same … it’s so inexpensive, e.g. $750 … I’d only need a few new patients from the ad to make it worthwhile. They’re willing to put their name or logo on the right or left sleeve of the players’ jerseys or in the program of every football game, etc. The simple answer to this question is YES, by all means give them the money but only if you want to sponsor the team, NOT because you “hope” it will help your new patient flow. If you are clear regarding why you’re giving them the money, then even if you don’t get a single new patient from the venture, you’ll still be happy since the primary (only) reason you’ve taken part is to sponsor the team. If you happen to get one or more new patients from it, consider that to be “found money.” THE PRODUCERS OF OPRAH ARE ON THE PHONE ANDWANT TO SPEAKWITH YOU. One time my team took a call from a guy who said he was a producer of the Oprah Winfrey
Show (back in the day when Oprah Winfrey did have show on a major network station). My staff was so excited that they interrupted me during patient treatment to answer the call. It took me nearly 10 minutes (patient waiting in chair, mouth open, saliva ejector sucking most of the water out of her body) to finally figure out IT WAS A SCAM. We were at the point where I was about to fly out to Chicago to film a five-minute “segment” ... and then he told me I pay for my own flights … and hotel ... and oh ... add just another $8,500.00 to cover their "production" costs. "When an ad 'opportunity' walks in through your front door (or calls, or emails you) … i.e. you didn’t seek them out based upon a solid referral, it’s likely an opportunity you could (and should) pass." You can imagine how furious I was. Of course, I should never have left my patient to take the call. But if your team told you the producer from Oprah was on the phone … could you resist? After he told me I’d be paying for this, I pushed, and he changed his story. Says my staff misunderstood. He swore he never said he was a producer from the Oprah Winfrey Show, rather, he says he told my office manager that he was a producer, filming a segment (read advertisement) which would air during the Oprah show! Snake! I only lost 10 minutes with a patient. These guys were so slick I’m certain there must have been a long line of Dentists who bought what they were selling to the tune of tens of thousands of dollars lost. STEPS YOU CAN TAKE TOMINIMIZE YOUR RISK 1. Ask your Personal Gems Concierge and/or Gems Coach. Maybe one of my team members knows of the company or type of opportunity you’re considering, maybe not. Either way, it’s worth one email or a phone call to find out.
2. Use the Gems Family Forum to ask your colleagues.
As a Gems Family Member you are welcomed (encouraged) to use the
members’ forum. Ask your colleagues, our Gems Family Members. Chances are another Dentist may have worked with or at least have knowledge of the company or type of ad “opportunity” you are considering.
3. Ask for a list of 10 Doctors with whom they are currently working.
If my Gems Team and I don’t know anything about the ad folks with whom you’re considering working, and your post on the Gems Forum goes unanswered … then, at the very least, you should require they send you contact information for a minimum of 10 other Dentists with whom they have worked within the last six months, references you can call have a conversation with. HINT: If they tell you they would like to accommodate your request but, due to privacy issues, they are unable to share such information, run, don’t walk, away from this “opportunity!” If you want more new patients and you’re considering advertising to increase your new patient flow, invest time learning everything you can at InsidersCircle.com in the Advanced Marketing Brain Trust section. Start with 034 "9 Keys to Rapidly and Consistently Increasing New Patient Flow.”
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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). 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 entire team will invest. GG12 OFFICE HOURS: Twice each month, my office door is open for your visits. This is an opportunity for GG12 Doctors and Team 90-MINUTE GG12 TEAM TRAINING WEBINARS: GG12 Dental Practice
Members to reach me directly with questions about dental practice management.
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.
Nov. 8: 10–11 a.m. EDT — GG12 Office Hours
Nov. 18: 12–1 p.m. EDT — GG12 Office Hours
Nov. 18: 8:30–10:30 p.m. EDT — GG12 and GIC Quarterly 90-Minute Q&A
Nov. 20: 11 a.m. to 12:30 p.m. EDT — GG12 90-Minute team training
Dr. David Elter, Israel Dr. Marien Morata, Spain Dr. William Stutman, MI Dr. Mitchel Friedman, NJ Dr. Michael Huynh, WA Dr. Jim Ferris, IL Dr. Robert Wiese, TX Dr. Daniel Schuster, IA Dr. Miguel Zevallos, CA Dr. Teresa Morris, MO Dr. Julie Kardon, NJ
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WED 3/4/20 to SAT 3/7/20
REGISTER FOR YOUR GEMS FAMILY RETREAT TODAY!
Don’t Miss Special Pre-Event DayWithMr. VanceMorris! “Systematic Magic LIVE! FromWalt Disney World”
A Disney Insider’s “Behind the Curtain” System for Service, Development, Growth and Profits. Unvarnished Behind the Scenes Service and Profit Truths (not found in a Disney Institute seminar) Who Should Attend this SPECIAL PRE-EVENT DAY? This “Deep Dive” peel back the curtain on EXACTLY HOW Disney consistently delivers legendary service is mission critical for Dentists, Office Managers, or those with the authority to affect change in your practice
Create an environment where the outside world melts away, inhibitions to price are lost and patients become raving fans. Inspire, encourage and impel your team members to ACTIVELY deliver consistent, superior and best-in-class service Create a more efficient (profitable) process for delivering best-in-class service to your patients day in and day out Become recognized as THE expert “Go-To” dentist in your area What sets you apart from all the rest of your local competition Create service standards that consistently deliver profitability far exceeding today’s dental profesion norms.
Mr. Vance Morris GKIC Reigning Marketer of the Year
What’s Included in this SPECIAL PRE-EVENT DAY: Exclusive ½ Day Meeting building your own Disney Style Service System. At the end of the day you will have a blueprint to implement in your practice the following Monday. Value ($3497) Resources, Guides, Blueprints andWorkbooks (Value $297) Exclusive VIP reception with current Disney Leaders . Ever want to know how “the rubber hits the road”? You will have unprecedented access to these Disney leaders to ask any question you want to. We will also be serving a feast of hors d’ oeuvres menu that will certainly be your dinner. (Priceless)
Dr. James Metz is a 1973 graduate of The Ohio State University College of Dentistry. He maintains a restorative dental practice with an emphasis on dental sleep medicine and reconstructive dentistry. Dr Metz’s current research with Oral Appliance Therapy for Obstructive Sleep Apnea, and Headache have led to the completion of a 136 consecutive patient study was just published in Frontiers in Neurology. The outcomes, using his techniques, have compared favorably to CPAP therapy for mild, moderate, and even severe OSA patients.
Dr. James Metz KEYNOTE SPEAKER
Dr. Metz was a member of the American Dental Association’s Scientific Investigation Committee Workgroup, which defined the role of the Oral Appliance for the control of Obstructive Sleep Apnea. Metz during the past 7 years has been a member of the Scientific Investigation Committee of the American Academy of Restorative Dentistry, which publishes their literature review yearly in the Journal of Prosthetic Dentistry. He has served on the American Academy of Dental Sleep Medicine board of directors, course development committee, public relations committee, chair for both the Introductory and Advanced Course of Dental Sleep Medicine, and vice-chair of the AADSM Annual Meeting in 2014. He is a board member of the Ohio Sleep Society. Metz is the founder and current chair for the Dental Interest Group of the American Thoracic Society. As a member of the American Academy of Restorative Dentistry and International Academy of Gnathology, he has pursued excellence in the field of Restorative Dentistry during his entire career. Dr. Metz is also a member of the American College of Dentists, American Dental Association, and served as president of the Muskingum Valley Dental Association. COURSE OBJECTIVES Breathing is basic. Our primitive brain controls the process, and we take it for granted. We as dentists can influence the available oxygen dramatically. An understanding of the physiology of breathing will allow for a more precise treatment plan of our restorative care. Considering that breathing well may increase your patient’s quality of life and possibly even their lifespan as well as the durability of the finished restorative case, this course will cover the process from intake to completed treatment. The overall objective is to present a logical and efficient way to incorporate Mandibular Advancement Therapy into dental practice.
5. Eval, analysis, & comprehension of polysomnogram reports & the necessity of med- ical eval & importance of a multidisciplinary team approach to treating snoring & OSA 6. Appliances 7. Building a delivery team in the office.
At the completion of this talk, participants will be knowledgeable in: 1. Why we sleep and how sleep impacts your day-to-day dentistry 2. Physiology of sleep (focus is the heart, brain, and basic pulmonology) 3. The terminology of Sleep Medicine 4. The pathophysiology, demographics, and sequelae of OSA
8. The appointment process – how to handle the flow. 9. Patient motivation – it is more than an appliance 10. Billing and Insurance
“SATURDAY AFTERNOON PRIVATE BEHIND-THE-SCENES Disney Tour Limited to the 1st 60 People to Register” Private Keys to the Kingdom Tour (not available to the general public)
An in-depth, 3 to 4 hour behind scenes look at the most iconic theme park at Walt Disney World Resort. You will experience exactly how Disney consistently creates the magic on a daily basis through this tour of the Magic Kingdom. You will go “underground” into the “utilidor” and see how the magic is created from the perspective of the cast members. The tour guides will also focus on the “business” of the park.
VIP Attractions experiences (at least one and maybe two behind the scenes look at the rides, depending on time) then of course; you’ll have a chance to ride the ride! The tour will focus on the FOUR key strategies that Vance introduced you to: Safety, Courtesy, Show and Efficiency. This will solidify your un- derstanding and ability to implement your own key strategies in your dental practice. Tours are small groups with plenty of time and opportunity for questions.
Disney has limited this tour to a hard count of 60. This is the maximum they can do in one day. So if you want to see the behind the scenes magic, SIGN UP TODAY! These spots never last! Please indicate on your form how many spots you need. We will be counting these at the back table. Once we hit 60, it will be sold out.
“The Secret to Using KPIs to Achieve Killer Practice Income!”
During this presentation you will discover:
The #1 activity you must do every day to avoid unpleasant and disastrous financial surprises Discover the single best tool for “Gems-centric” practices to always identify neglecated areas, track progress, and master their numbers How using your dashboard to implement and track a few simple changes can create massive and sustainable gains in profit The only time it’s remotely okay to ignore the numbers (“non-quantifiable criticals”)
The KPIs that matter most and how to fully leverage them to create more profit, happier team members, and healthier patients The critical leading and lagging indicators in your practice (and what to do about them) The 3 ways to get your team super-motivated and hyper-focused on your numbers How unhealthy business data leads to unhealthy patients and an unhealthy practice (and income)
TOM RICH, MBA Senior Practice Analyst
“The Dental YouTube Blueprint - New Patient Electromagnet!”
How to Tap Into Social Media’s Best Kept Secret, and Immediately Drive More New Patients to Your Practice Create a successful YouTube Channel for your dental practice
Manage SEO in order to get YOUR videos to the top of Google Find optimal keywords and phrases for your dental practice Use those keywords to rank at the top of Google Finally demystify using cards and end screens Determine which tools to use (both free and premium) for video creation Build a following of people on YouTube who are your ideal potential new patients
LISAWEBER, RDH Certified GG12 Coach
Make high-quality videos on a budget that get you found, AND drive potential new patients to your practice Properly use titles, descriptions, and tags Create a clickable thumbnail to get more views Place your video ads on your competitor’s You- Tube Channels and capture their audience Use YouTube to set up real-world marketing funnels Leverage YouTube’s 5 billion daily viewers Create YouTube ad campaigns to promote your practice
“Top 7 Essential Wealth Building Strategies for Dentists”
Learn the right way to pay off debt How to obtain financial freedom.... earlier than you thought possible Should you use a financial advisor? The REAL cost of financial advice
Passive income secrets 101 You BIGGEST tax breaks
DR. JEFF ANZALONE Board Certified Periodontist, Certified GG12 Coach
REGISTER FOR GEMS FAMILY DISNEYWORLD RETREAT TODAY! PRE-EVENT DAY is WEDNESDAY, 3/4/20. SESSIONS END NOON SATURDAY, 3/7/20 FOLLOWED BY SOLD OUT BEHIND-THE-SCENES TOUR SATURDAY AFTERNOON (WAIT LIST ONLY)
STEP 1: Complete contact & attendee information
Primary Doctor Attending:__________________________________________ Spouse Attending: _____________________ Additional Doctors Attending:___________________________________________________________________________ Team Members Attending ____________________________________________________________________________ City: __________________________________ State:_______ Primary Doctor’s Cell Phone:__________________________ Email Address for Confirmation ____________________________________________ Today’s Date___________________
STEP 2: Enter into each line, the TOTAL NUMBER attending EACH event
____ Friday Evening Gems Family Retreat Dinner ____ Saturday Gems Members’ Doctor & Spouse Mastermind Session ____ Saturday Gems Team Members’ BREAKOUT Mastermind Session ____ Saturday Gems Disney Behind the Scenes Tour (1st 60 registrants) Behind-the-scenes tour is SOLD OUT. Indicate number for WAITING LIST
____ Vance Morris’ Systematic Magic LIVE (add $447 per person) ____ Thursday Keynote and GG12 Certified Coaches Presentations ____ Thursday Evening Illuminations & GG12 CELEBRATION Dinner ____ Friday Doctor and Spouse Mastermind Session ____ Friday Team Members’ BREAKOUT Mastermind Session
Please enter any special dietary needs here __________________________________________________________________________
STEP 3: Fill in the seven yellow cells, then enter credit card & signature
# Tickets to Pre- Event Day with Vance
Fill in # of Docs and Non-Docs, then Enter Line Totals for Docs & Team Based on Membership Level and Date by Which You Register. Also fill in # for Pre-Event Day
Platinum Register After 1/31/20
Platinum Register 12/1/19 to 1/31/20
Platinum Register 9/29/19 to 11/30/19
Non Members
Line Totals
# GG12
Doctors
NC* NC*
$1,997 $1,297
$997 $597
$697
Non-Doctor Team & Spouse
$997 $397 Total # Tickets to Pre-Event Day, Systematic Magic LIVE $447/person x $797
TOTAL:
__Visa __MC __AMEX __Disc # ___________________________________________________________ City: ______________________________ State: ______ Signature Authorizing Charge: ________________________ Date: ________ Name On Card: _____________________ Exp: ___/___ Upon registration, tuition will be charged to your credit card on file. After registering for the event, you will receive a confirmation which will include a link to book your room(s) in the event hotel at our group rate if space within the Gems group block remains available. “Disney Behind the Scenes” Tour is limited to the first 60 people (and is currently sold out). The PRE-EVENT DAY, “Systematic Magic LIVE” with Vance Morris is an additional $447/person (but worth TEN TIMES that!) Your Retreat Tuition is FULLY REFUNDABLE if you cancel at least 30 days prior to the event. *GG12 & GG12 Alumni Members credit card will be charged a $200 REFUNDABLE Deposit, to help plan for meals and retreat space. The FULL $200 will be REFUNDED the week after you ATTEND the retreat (or if you Cancel 30+ days Prior to event). Your card will be charged $447/person for the Pre-Event day. CHARGE MY CREDIT CARD ON FILE (check the box and sign above) BONUS GIFT for ALL doctors registering before 12/31/19, choose any one of our 7 Gems Swag. See photos top of this page, of the 6 Gems Family Swag T-Shirts, or , you may choose one of the Planet Gems Thermal Cooler Bags (out of this world!). T-SHIRT # ___ SIZE ___ or Cooler Bag ___
FAX FORM TO 1-508-861-1550 (Outside USA/Canada FAX 001-508-861-1550) OR CALL 1-888-880-GEMS (4367) TO REGISTER TODAY!
become an international success. Morris has partnered with leagues of businesses and organizations, including NASA, Tyson, Rainforest Café, and the Executive Office of the President of the United States, to help them tap into Disney’s secrets of success with his “153 billion ways to Disneyfy a business.” Taking advantage of Disney’s “Magic” principles is possible for dental practices of any size, too. All it takes, Morris explains, is a little ingenuity, dedication to your patients, and empowered employees. (No cartoon mouse required.) NOTE: Skip to the end of this article to learn more about how you can discover all Morris’ tips for tapping into Disney’s secrets to success with a special promotion! A commitment to patient service MUST be your first priority as you begin to Disneyfy your dental practice. This is crucial to every industry, Morris explains, since 78% of customers, clients, or patients never return to a business after a bad customer service experience. The increased wait period in your reception area may not seem like a big deal, but, when you consider that statistic, it could be costing you hundreds (or thousands) of dollars each time. (In fact, poor customer service costs businesses $75 billion EACH YEAR.) It’s money walking out the door. GREAT PATIENT SERVICE
your patient is one of the 22% of consumers who will give your business a second chance after poor customer service, you will have to work 12 times harder to gain their trust as a loyal customer. At that point, you’re working for your name because potential patients listen to the worries and experiences of their friends and family. They may not know which restaurants in town their mother enjoys, but they will know which ones left her with a bad taste in her mouth … perhaps literally. You need to negate any negative experiences because bad experiences are heard by twice as many people as good praise.
"Even if your patient is one of the 22% of consumers who will give your business a
When you picture what a successful company looks like, a few big names come to mind. The Walt Disney Company is sure to be one of them. Today, The Walt Disney Company is a $153 billion corporation, managing operations across the world and keeping generations of audiences entertained and coming back for more. Vance Morris, a former member of the initial team at Walt Disney World’s flagship restaurant, Chef Mickey’s, and its operating manager, spent 10 years enveloped in the secrets that make this multi-billion-dollar entertaining corporation so successful, applying those secrets to Chef Mickey’s to help it grow. Pulling from 10 years of experience hosting magical meals for millions of patrons, Morris went on to develop a consulting service that applies the techniques, protocols, and tactics The Walt Disney Company used to
As you Disneyfy your practice, commit to patient feedback. Develop an internal system to sort through the goldmine of patient responses to your work, and apply what you learn to your practice. Something as simple as offering coffee or training your second chance after poor customer service, you will have to work 12 times harder to gain their trust as a loyal customer."
Even worse, it takes, on average, 12 positive experiences to fix a negative one. So, even if
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team members to speak with compassion and genuine care for your patients can go a long way to keep patients coming back.
training gives every cast member the ability to confidently help guests with a quintessential Disney attitude. This idea connects to Morris’ 647th way to Disneyfy your business. As Morris teaches his clients, Disney’s work has external impacts, but the work must be done internally. Disney’s workers are aggressively friendly and consistently make their patrons say “wow” because their operation is a well-oiled machine behind the scenes. They make sure every cast member (employee) knows why the system works the way it does and empower their employees to make Disney “the most magical place on Earth.” Likewise, your patients don’t need to be invited into your team meetings, nor do they need to see the work that goes into ensuring luxury service. They don’t need to hear about major staffing changes, supply orders, or the process that makes your practice run smoothly. Instead, they just need to experience it running smoothly … and you just have to provide it by setting up your staging areas for success. Cross-train your business team members on the value of fluoride treatment. Develop an internal system that is going to allow you to treat patients efficiently after a team member successfully applies a WHALYA. Utilize your 90-minute team meetings to work out the kinks in your system, and develop a plan that keeps the internal work inside humming along to maximum external benefits.
As an added bonus, you will empower your team members to feel confident in their positions and deliver those “wow” experiences patients are looking for. Your team will be excited to go to work, and, in return, your patients may actually enjoy visiting the dentist! (Wouldn’t that be a magical feeling?) Essentially, you need to set the stage for success, so your patients can reap the benefits. In return, you’ll reap the benefits of great reviews by patients who stay, pay, and refer their friends, family, and coworkers. Delivering exceptional experiences isn’t reserved for The Walt Disney Company. Your dental practice can apply any of Morris’ 153 billion tactics that Disney uses to create a space patients will want to return to and tell their friends about. It doesn’t take fairy dust or the antics of a mouse to make your dental practice spectacular. All you need is a little hard work behind the scenes and teamwork to provide an AMAZING (and magical) dental experience. Don’t miss Vance Morris’ live presentation at the Spring 2020 Gems Family Retreat at Walt Disney World, Orlando, Florida ! See the enclosed flyer for complete details and fax back your registration or call 1-888-880-GEMS (4367) today! THE WALT DISNEY WORLD OF DENTAL PRACTICES
Soon, you’ll be able to develop a Disney-like experience and avoid costly mistakes.
SETTING THE STAGE
Disney promises its visitors a magical experience, regardless of their age. As Morris explains in his 12th way to Disneyfy, Disney doesn’t overpromise and under deliver. Instead, it promises you magic … and ACTUALLY makes magic happen. You won’t see trash strewn about, sticky surfaces, or disgruntled workers at Walt Disney World. You won’t see trash hauled from garbage cans or broken, run-down equipment clinging to its last legs at Walt Disney World. Instead, everything is pristine. Everything is clean. Everyone … and we mean EVERYONE … is genuinely happy. the-scenes. Working at Walt Disney World is by no means a perfect job, but Disney has perfected the art of setting the stage to give its visitors the illusion of luxury, perfection, and magic. The character actors get dressed and prepared behind closed doors. Repairs are handled at specific times each night. Specialty systems allow for maintenance crews to clean up without interfering with guests, and cross- As Morris explains, every operational component to Disney’s service is done behind-
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By Tom Rich, MBA, GG12 Senior Practice Analyst
Now that we’re coming up on the end of the year, it’s time for a little reflection and self- assessment.
As Senior Practice Analyst, my role on Planet Gems is to perform an in-depth practice analysis for any Doctor applying to join the GG12 Dental Practice Transformation Program. We call this process “The RoadMap to Success” (RTS). "If you haven’t checked each and every box (or are at least making significant strides toward being able to do so), the question is 'Why not?' The answer is because it hasn’t been your priority." During the RTS, we pull back the layers of your practice to determine where significant opportunity is slipping through the cracks (usually anywhere between $250,000 to $750,000 just sitting there, waiting for you to pick it up). After looking at practice after practice, it’s easy to see trends and commonalities. After six-plus years serving as a Senior Practice Analyst, I’m sure you can imagine I’ve heard a lot of the same stories, only told with different words. In six-plus years, I’ve looked at eight-figure practices, as well as those struggling to break beyond six figures. I have talked through virtually every hope, dream, disappointment, and despair imaginable. I’ve heard every heartbreak, complaint, regret, and comment at least once. After all that time, the most common, off-the- cuff comment I get — by far — is “At this point in my career, I thought I’d be somewhere else or much further along,” or “At this point in my career, I didn’t think I’d still be dealing with ________________,” or “I’d be happy if I could only ______________.” Regardless of the actual language, these are ways Dentists expressly state
(or at least strongly imply) they’re not where they thought they would be. In other words, they want more. Sadly, wanting more isn’t enough. Think about that … If wanting to be successful were enough, everyone would be successful. Again … if you haven’t checked each and every box (or are at least making significant strides toward being able to do so), the question is “Why not?” The answer is because it hasn’t been your priority. You need to take action and pursue it as though your life (or the lives of your loved ones) depended on it … because it does. The life you have (or don’t have) is a function of the choices you make and priorities you set. If you’re not where you want to be, figure out if you really want to be where you think you want to be, figure out what you need to do in order to be where you want, and — here's the key — do it! No excuses. No “but my team won’t let me.”
I’ve taken the liberty of creating a checklist of the key professional milestones to help you gauge your progress along the way. I’ve even decided to help jump-start the process by answering the first five for you:
Finished high school … ✓
•
Survived undergrad … ✓
•
Graduated dental school … ✓
•
Brought in your first patient … ✓
•
Started a practice … ✓
•
•
Have proven, bullet-proof systems, controls, and people in place …
•
On the road to have financial freedom/have already achieved it …
"The life you have (or don’t have) is a function of the choices you make and priorities you set."
•
Replaced yourself as the primary revenue generator in the practice …
•
To the point where you:
• • • •
Only work when you want … Work only with whom you want … Doing only what you want …
Plan now to make 2020 (and every year after it) the best year of your life … because your life depends on it. If feel you need help turning untapped opportunity into reality and want to get started following your own RoadMap to Success, contact your Personal Gems Concierge 888- 880-GEMS (4367) and schedule an RTS call to see if the GG12 Dental Practice Transformation Program is right for you.
And only IF you want …
If you haven’t checked each and every box (or are at least making significant strides toward being able to do so), the question I would ask is “Why not?”
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By Dr. Lyle Yee, GG12 Member
When I first bought Wine Country Smiles, it was a failing practice. Despite patients practically running out the door, I knew I had to take a leap of faith. Unfortunately, my drive was bigger than my knowledge. Soon, we were hemorrhaging money and taking out second mortgages. I even borrowed money from my parents and took a loan out on their house. Something had to change, and that’s when I found Dr. Tom “The Gems Guy” Orent. I took another leap of faith and wholeheartedly jumped into the GG12 program. I never looked back. Dr. Orent and his team took the time to see how my practice and team succeeded and met our goals. I saw my team members transform from frustrated to motivated, and, with the backing of the entire Gems Family, we continued to grow. I became a member of the Gems Family in September 2005, and during that first year, I worked diligently to make sure my practice was following advice and meeting the goals set out by Dr. Orent and his team.
As a father, I will forever be grateful for the Gems Family. As a Dentist, I will never stop practicing what I have learned from the team. Here are two examples of the Gems I learned in my 15 years of practicing what they preach.
"As a father, I will forever be grateful for the Gems Family. As a Dentist, I will never stop practicing what I have learned from the team."
BEYOND SIX-MONTH CARE
Many dental patients assume that they will see their Dentist twice each year for regular cleanings. But, when you’re part of the Gems Family, you know that’s not always an ideal standard of care! Like many Dentists, I assumed seeing most patients once every six months was sufficient.
AN INCREDIBLE THING HAPPENED
IT WORKED!
I SOON LEARNED WHY I WAS TERRIBLY WRONG
Our practice saw tremendous growth, and it was amazing to see that kind of advancement and change in just one year … especially given where we had started out years before. Today, I can proudly say that because of Gems, I was able to send my three children to prestigious universities and pay for their entire tuition. Except for a few living costs, they have graduated virtually debt-free. I firmly believe this is thanks to the support and guidance we received from Dr. Orent, our GG12 coaches, and the entire Gems team.
We learned so much from Dr. Orent’s special report, “29 Classifications of Your Patients That MUST Be on 3-Month Recall,” It turns out there is no scientific reason why patients should only see the Dentist every six months. In fact, it was originally introduced to the dental world by some crafty marketing guy at a the Pepsodent toothpaste company!
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Gems Inside
p.6. Thought You’d Be Somewhere Else?
p.1. Stop Losing Good Money on Bad Marketing
p.7. Dr. Lyle Yee Puts His Kids Through College With the Help of Gems
p.3. Happening on Planet Gems
p.4. How Disney’s Secrets Can Create Service Magic
... continued f rom page 7
WHY ARE WE USING THIS MARKETING TACTIC AS A STANDARD FOR CARE?
4. Commitment and Consistency — When we make a commitment outwardly to other human beings, we tend to stay true to the course. Social Proof — When others all tend to go in one direction, we tend to follow that direction as the appropriate course for no reason other than consensus of the crowd. 6. Liking — People tend to want to be with and buy from people they like. The same phenomenon occurs when people perceive that another person is like them. Unless I incorporate these six principles when speaking with patients, it’s difficult to gain their trust and support. Without such trust, I struggle to convince them that what I am saying is in their best interest and will benefit them … even though it always does! The six principles of persuasion are an essential part of helping our patients achieve optimal health. During the past 15 years I have been a GG12 Member, I have never faltered in my faith in what Dr. Tom Orent and his team are doing. I know they are dedicated to helping Dentists succeed, and, in turn, they only want what is best for our patients. As I told Dr. Orent this past September, I don’t know if I could thank him enough for all he has done for my family and me. 5. 15 YEARS LATER
dental diseases earlier than ever. We see them regularly, which helps build trust, an essential component, and dramatically increases patient acceptance of the care we recommend subsequent to diagnosing critical oral health issues. We can preach all we want about how much we care about patients, but by deploying this Gem, we actually show it. Another major, impactful lesson I learned as part of the Gems Family came from a Gems seminar I attended in Florida in 2006. I will never forget what I learned there, and to this day, I practice it diligently. We were treated to a presentation by Dr. Robert Cialdini, Adjunct Professor of Psychology at Arizona State University. Dr. Cialdini discussed the power of “ethical persuasion.” He listed six principles that were profoundly influential for me. When my team and I were practicing our model for talking to patients about getting on a three-month recall cycle, this presentation kept playing over and over in my head. TRUST US … NO, REALLY!
For three years, Dr. Orent worked with the Doctors and Hygienists in his practices compiling what grew to 29 classifications of adult patients who would derive significant health benefit by returning on a three- month recall schedule for dental hygiene appointments. Editor’s Note: You may find this Special Report by going to www.InsidersCircle.com SITE MAP GOLDMINE UNDERGROUND TEAM TRAINING TOOLKIT EPISODE 009 HOW TO DOUBLE YOUR HYGIENE RECALL MORE FILES 29 Classifications of Your Patients That MUST Be on 3-Month Recall v4 It’s one thing to know about all these reasons, but it’s another to deploy the Gem and convince your patients that appointments every three months are important for their health. That’s where the Gems training comes in! Dr. Orent and his team taught us how to convey to our patients the importance of more frequent appointments. We practiced these conversations by role-playing during our weekly 90-minute meetings, which allowed us to perfect the language we should be using. (Subsequently, this also allowed us to speak with one voice. No patient was going to hear one phrase from me and another from their Dental Hygienist.) We were able to explain to patients the value of tracking their progress on a more frequent basis, and, as a result, we had healthier patients and we pulled in roughly $100,000 more annually. As we get better at this craft, that number has the potential to increase. Monetary benefits aside, our patients trust us now more than ever. Our patients appreciate that we are now able to diagnose
Dr. Cialdini explains that persuasion comes down to six things:
1.
Reciprocity — We are hard-wired with the need to reciprocate … to give something back.
2. Scarcity — We perceive increased
value in that which is scarce or hard to acquire.
3.
Authority — Patients perceive medical and dental professionals as “authority” figures and, as such, there is a built-in propensity to see us in the light of “expert status.”
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