Gem Publishing September 2018

Improving the Health and Longevity of 3,000,000 People Our Gems Family Mission By Dr. Tom “The Gems Guy” Orent

We’ve laser-locked our focus on this mission because, unfortunately, the quality of care in dentistry is on the decline. We believe that, as a profession, we can and should provide better care and do more for our patients. We do not consistently offer the very best possible long-term complete dentistry for each and every patient without bias or exception. The decline in the quality of care in dentistry is not your fault. There are many powerful external forces at work that have caused a shift in our profession. The “golden era” of dentistry has long-since passed, which is a shame, not just for our practices but for our patients as well. In the ‘60s and ‘70s, a dentist could hang a shingle and fill chairs beyond capacity with ease. The opportunity to make a living and build a successful practice was all but guaranteed. But at the tail end of the golden era, insurance and dentistry collided to create a perfect storm. When dental insurance first arrived on the scene, patients had decent insurance maximums — most were $1,000–$2,000, which could cover a significant chunk of the treatment a patient needed in the 1970s. Over the last four decades, however, those maximums haven’t changed. Inflation of the dollar and stagnation of premiums have caused the costs of services to grossly outpace what insurance will cover. A $2,000 maximum 40 years ago was the equivalent of $8,000 today, but insurance still keeps maximums at $1,000–$2,000. Add to that the introduction of managed care. Essentially, if we want to play, managed care requires us to pay! We must sign an agreement that limits the fees we can charge, pulling money out of our pockets. Roughly 3/4 of all dental insurance is managed care. Patients assume “insurance” should cover their needs. Dental insurance shouldn’t be called insurance at all; it should be called a supplement . Health insurance | 1-888-880-GEMS (4367) 1 Continued on page 2...

When Elizabeth and I started “Planet Gems” many years ago, we knew we wanted to foster a culture in which our members became an extension of our family. Sure, we work hard to provide the Gems that empower your practice to achieve previously unimaginable levels, but it’s the relationships we build and the community we cultivate that make what we do so special. Our retreats demonstrate firsthand how the unbreakable bonds we forge change the future of our practices, our patients, and our lives. You are our family, and the Gems family is the bonding force that allows us to collectively accomplish our mission. Elizabeth and I, along with our Gems team and you, our Gems family, are dedicated to improving the health and longevity of 3 million people, one smile at a time.

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It’s not our fault. But it is our responsibility. The level of care we offer our patients — and what they accept — is negatively influenced by PPOs, managed care, big-box dentistry, and a soft economy. These outside pressures have converged to create the current state of dentistry, and frankly, I can relate to Peter Finch’s character in “Network.” I feel like going to the window, sticking my head out, and yelling “I’m not going to take this anymore!” While it’s not our fault, I do believe it’s our collective responsibility to reject the state of dentistry that is currently offered to patients worldwide. The good news is that we can reverse this trend. Together, our Gems family is on a mission to help provide patients with a proven path to optimal health — and as a result, help you enjoy a higher level of professional satisfaction in the process. By putting patients’ health first, you will discover how to build wealth and establish a legacy for yourself and your family. Gems gives dentistry hope through what I like to call “the big secret.” What is the big secret? Gems Are Easy By simply focusing on TOBI, you can maintain a clear path to continue your journey, build your dream practice, and live the life of your choice and your dreams. Want to know what TOBI is all about? Stay tuned for your next issue, in which we will reveal exactly how TOBI can help you accomplish whatever you can dream … and more.

protects you against expensive medical bills. Dental insurance does not insure you in the event of significant need. On top of that, it hinders dental practices. Insurance has driven a WEDGE between patient and doctor. In the golden era, a general practitioner could expect to have an overhead of around 50 percent or less. Nowadays, if you’re lucky, you might have a 70 percent overhead. If there’s an insurance adjustment on those fees, which can range anywhere from 15–25 percent, your profit as a GP plummets almost to the point where it may seem as if you are working for free. These external pressures from PPO managed care and insurance networks have shackled dentists to compromised fees and, subsequently, as a profession, we are delivering compromised care. The Paradox We Face Today we are on the cusp of the most significant technological revolution our profession has ever seen. The amazing offerings in advanced clinical education, ever-evolving technology in equipment, and instrumentation have created the potential to completely change dentistry forever. Although we have access to the most advanced technology and education in history, external forces, such as managed care, prevent us from helping our patients to the extent that we could (should) and fully harnessing the bounty of opportunity in front of us. This paradox is responsible for the dental-care crisis we’re in now.

Opportunity Doesn’t Knock … It Calls

checkups that go along with these visits, and since the rest of the family tags along, they’ll usually book appointments as well.

It’s September already! The dog days of summer have come to an end, and all around the country, dental schedules are filling up, practices are again filled with the happy sound of spinning drills, and dentists’ bank accounts are beginning to refill.

If you haven’t started to see an increase from existing patients, it’s time to put your recall campaign into high gear! Do it now, because the next few weeks will prime the pump for the rest of the year. Postcards, emails, texts, and letters … these are all terrific. Keep doing them. However, there is one strategy proven to dwarf the results of all others. It’s a 180-degree paradigm shift in how you make recall calls. Dr. Orent’s wife Elizabeth (“the Engineer!”) calls it “willful suspension of disbelief ...”

There are several reasons for this, but here are the two main drivers behind the sudden surge in demand.

1. The end of summer takes us to back-to-school season, that magical time when the nondental public once again realizes the “fun in the sun” can only last so long. After shirking responsibility for a season, it’s time to once again get serious about life. For parents and students, life kicks into high gear. Students want white teeth for their school photos, they consider braces so they can get that perfect smile, and athletes need mouthguards. On top of that, there are all the oral exams and

Until you’ve tried this radically different (and highly effective) way to make recall calls, don’t discount what it could do for your

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5 Principles To De-Clutter Your Practice and Your Life

Principle 4: Productivity is directly related to being able to find what you need when you need it.

How much time do you waste looking for misplaced documents or other important items? The ability to quickly find what you need directly affects your practice, your relationships, and your life. Barbara Hemphill is the author of many remarkable books on this subject. For the past 34 years, she’s been helping people cut through their clutter so they can live happier and fuller lives. Barbara takes her systems to organizations large and small, helping them establish principles to work more efficiently. In “GIC Webinar 082 — Hemphill 5 Step Strategy to De-Clutter Your Business and Your Life,” she takes us through several principles to help us understand how to better organize our practices. If you’re afraid that de-cluttering and organizing means you have to throw away precious belongings, it doesn’t. You can keep anything in your life as long as you’re willing to pay the cost. So what’s the price? Well, each belonging you own has a certain amount of time, space, money, and energy attached to it. If you’re willing to pay the toll for what that belonging requires, then by all means, keep it. But Barbara tempers the notion of keeping all your “precious” belongings with a counterpunch: “What’s the worst possible scenario if I didn’t have this?” Principle 1: There is a cost factor to everything in your life.

I’ve personally used Barbara’s methods and have seen a dramatic improvement in all aspects of my life. Using what I learned from Barbara, I can usually find any important document — digital or paper, recent or decades old — in less than 60 seconds. Members of our Gems family have also achieved results in their practices by de-cluttering and increasing productivity. If you want to spend less time searching and more time engaging with patients, then implementing her principles across all aspects of your practice could be a defining moment for you. Email has a snowball effect like no other; the more you let your inbox get out of control, the more work you’re creating for yourself. The strategies Barbara discusses in this webinar are invaluable, but to do them justice requires far more space than we have in this newsletter. If you’re looking to take control of your email, paper documents, and more, head on over to the Gems Insiders Circle Webinars and find “GIC Webinar 082 — Hemphill 5 Step Strategy to De-Clutter Your Business and Your Life” today. It’ll change your practice and your life. Principle 5: Today’s mail is tomorrow’s pile.

Principle 2: If you don’t know you have it, or you can’t find it, what value is it to you?

A lot of clutter is precisely that — clutter. “80 percent of what we keep we never use,” says Barbara. If that’s the case, then there’s extraneous “stuff” in the way of what really matters to our lives. By keeping only the essential items we know we need and having a system in place to find them, we can spend less time searching and more time accomplishing goals.

Principle 3: Get a little better.

“If you want to be an effective leader, you need to be organized,” says Barbara. So much of the success of our practices relies on our ability to grow as leaders. Leadership guru John Maxwell explains a concept known as “The Law of the Lid.” This “law” states that your growth as a leader is directly related to the growth of your practice. When you combine this with Barbara’s principles, it becomes clear that success in your practice is directly related to your organizational abilities.

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little to do with lack of desire. It’s more commonly associated with a lack of verbal skills, and that is exactly why we do this exercise. When we role-play as a team, we develop the confidence and ability to communicate with our patients. This development of verbal skills helps us to educate patients on topics like fluoride, transillumination, or vertical dimension as it pertains to periodontal disease. Bringing an entire team together to go over scripts isn’t the norm for most practices. It feels unnatural in the beginning, but it’s a crucial Gem to have your entire team using the same playbook. Sure, the first time we run through a script, it sounds robotic and inauthentic. But if you were acting, you would rehearse your lines until they became second nature. The more reps you have with those lines, the more you can make them your own. When Tom Cruise yells into the phone, “Show me the money!” during “Jerry Maguire” he’s reading and acting on something scripted, but it comes off as authentic. Now, don’t yell that line at your patients, but definitely deliver the information you have to better their lives in the same genuine way. When you develop the appropriate verbal skills to discuss the relationship between gum disease and lost vertical dimension, you can immediately add value to your patients’ lives. Once they understand the realities associated with the threat in front of them, you can then open up an honest and frank discussion about treatments — and how they can pay for it. Most insurance isn’t going to pay for much of the cost of periodontal treatments, and that’s not a bad thing. Some patients will decline treatment, but our research shows that at least 10 percent of the population will still want periodontal treatment even without insurance. How many of you are going to say no to a 10 percent cash increase to your practice? That’s one Gem you can take straight to the bank. And, by deploying our Periodontal Verbal Skills combined with the laminated Jawbone Damage Graphic, you are likely to enjoy a far higher level of periodontal phase I case acceptance in your practice. Having our entire office all on the same page verbally means the patient experience from the front desk, to the hygienist, to the general practitioner is fluid and consistent. As a hygienist, I see the immense value in this because of the power it provides to assist with diagnosis. Patients will often connect with their hygienists more than with their doctor, and that presents an opportunity for a Gem that very few practices use. While a hygienist can’t diagnose, they can start the conversation about possible treatments the doctor may recommend. Dr. Orent trained his five hygienists to tell patients exactly what they saw and recommend … but to begin by saying, “Mrs. Jones, I’m not a dentist, so I can’t diagnose or write your treatment plan … but I’ve been working with Dr. Orent for four years and I’ve seen this hundreds of times. I can tell you exactly what he’s going to say when he sees what we are looking at here …” (then go ahead and tell them what they have and what they believe the doc will recommend).

How to Use Words to Fight Infection and Make Money

By Lisa Weber, Certified GG12 Coach

Being a part of the Gems family means you’re never far away from a concept that can change your practice forever. We provide tangible resources — Gems, as we like to call them — that will help you run a better practice, have happier, healthier patients, and create a better life for yourself. As a GG12 coach, I can show you how to apply our collective knowledge to help you mine these Gems and unearth deep value in your practice that was right there hiding just below the surface! One of the biggest, brightest, and best Gems I can share with you has to do with vertical dimension. If you navigate over to the site map of our website,, and find the Goldmine Underground Team Training Toolkit, you’ll see a Gem labeled “052 — Protect Patients’ Health and Add $100,000 Perio Per Year.” It’s no secret that gum disease can cause you to lose teeth, but we often fail to adequately address the more severe threats associated with extractions and dentures. In some cases, the progression of periodontal disease leads to irreversible jawbone damage. The eventual result is permanent disfigurement and lack of vertical dimension. We all know this, but we rarely use it when presenting the threats of periodontal disease to our patients. Why? Every week, when my team and I come together for our 90-minute meeting, we start off with a simple role-playing exercise. There are many reasons for doing so, but the two biggest are developing verbal skills and ensuring our entire office uses a unified glossary of terms to be certain we are “all on the same page.” Failing to address the impact of gum infection on lost facial (vertical) dimension with patients has

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GG12 Office Hours: Twice each month, my office door is open for your visits. This is an optional opportunity for GG12 doctors and teams 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 dental practice management topics of your choice. GG12 and Insiders’ Circle™ Members’ Spring and Fall Retreats: Doctors and team members often tell us they have never experienced anything like our retreats in all their years attending dental continuing education. Experience it for yourself and form a lifelong bond with other GG12 and GIC family members. Register now!

The GG12 and Insiders’ Circle™ fall retreat is here! If you’re ready to experience a transformative time for both your practice and your life, head on over to and click the retreat banner in the top left corner. For the latest up-to-date information about what’s happening on Planet Gems, go to 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).

September 6: 12:00 p.m. to 1:00 p.m. EDT — GG12 Office Hours

September 12–15: GG12, Gold PLUS, and Gold Members’ fall retreat. REGISTER NOW

September 19: 11:00 a.m. to 12:30 p.m. EDT — GG12 90-Minute Team Training Webinar

90-Minute GG12 Team Training Webinars: GG12 Team Training Toolkit Dental Practice Transformation members, please block out this monthly program. These occur just once each month, but they could easily be the most important 90 minutes you and your entire team will invest.

September 19: 8:30 p.m. to 10:00 p.m. EDT – Gems Insiders’ Circle Webinar

REGISTRATION FOR THE FALL RETREAT IS NOW OPEN! Click on the fall retreat banner (top left corner of our homepage).

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The best way to further understand the verbal skills related to vertical dimension and periodontal disease is to head on over to the and watch the videos in “052 — Protect Patients’ Health and Add $100,000 Perio Per Year.” Once you’ve gone through the videos and supplemental documents, reach out to your Gems Concierge to set up a call with a coach to find out how to develop a tracking system to promote long-term success. $100,000 is just the beginning of what you could be adding, and we want to show you how.

Of course, check with your attorney prior to deploying, but this statement was the start to much higher treatment acceptance in Dr. Orent’s practices. Why? It’s crucial for the patient to hear about potential conditions from the hygienist first because most patients don’t view a hygienist as a threat to their wallets. With the walls down, the hygienist can use their verbal skills to establish treatments that the doctor can follow up with, thus providing two consistent dialogues to help the patient understand the threats to their oral and systemic health.

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Play the Long Game and Make More Money

By Shaun Buck, CEO of The Newsletter Pro

What if I told you that your business could easily, and with minimal extra expense, close up to five times the number of sales you’re closing right now? Would you be intrigued?

followed up on, educated, and built relationships with leads, you could double your business in the next 18 months or fewer.

The best part is that this plan is simple and it uses the leads you already have.

Let me ask you this — how would that change your life? Would it be better? Could you spend more time with your family? What about vacations? If your practice revenue doubled, what would vacations look like? How many more would you take?

When it comes to leads, most businesses only play the short game.

They’re focused on today, right now, which lead called in five minutes ago — and if that lead doesn’t buy, they move on to the next lead. Let me ask you, what’s your current close percentage? 5 percent, 10 percent, 20 percent? What is going on with the remaining leads? How do you follow up with them? What’s the process to re-engage them so they get interested in your product or services again? If you’re playing the long game, you’re asking what’s going on with the 70–90 percent of leads that aren’t closing. Were some of those people investigating and simply weren’t ready to buy yet, but may be ready 90 days, 180 days, or even 365 days from now? On average, of the people who request info from a company, 50 percent of them will make a purchase in the category they are requesting info for within 18 months. If you want to know how much money is being left on the table, you need one more piece of info: How many people buy immediately? Here is an example: If 100 leads come into your business, on average, 50 of them will make a purchase within 18 months, and only 15 percent of the 50 will buy within the next 90 days. If I round up, that means 8 people are ready to buy now, and 42 people will buy sometime in the next 18 months from you or from a competitor.

I’m pointing all of this out because I want to show you that you are so close to a huge improvement in quality of life.

Don’t allow the next shiny object to distract you. You don’t need new; you need to simply fix what you’ve already got and make it work better.

This is by far the easiest and least expensive path.

Here is the plan overview:

1. Send “edutainment” follow-ups online and offline, including offers.

2. At 90 days-plus, make a new offer for a new lead magnet.

3. Have a team member continue to follow up via phone.

4. Send personalized mail.

5. Add value to their lives on a regular basis.

6. Build the relationship.

7. Help them get what they want, and you’ll get what you want.

8. Make a sale.

How crazy is that? How much money do you think it has cost you over the years by not playing the long game?

Part of your online and offline follow-up should include a newsletter. This is exactly what a newsletter was made to do — build relationships, add value, offer new lead magnets via a free-standing insert, and give them information to help them get what they want. Most people simply don’t use their newsletter to its best ability. –Shaun Buck

When you think about it, in almost all areas of building wealth and riches, you need to play the long game: the stock market, your business itself, marketing investments, and employees. So why, with our leads, do we only focus on the short term?

If you focused on just this one thing for the next few weeks or months and tracked and ran a long-game system where you

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Make Every Blog Post Count Hone Your Content With MarketMuse

For example, the best trick we’ve gleaned from MarketMuse is that people interested in professional print newsletters rarely search “newsletter marketing.” These are people with questions, not robots. They search for things like “How do I make an awesome newsletter?” or “Who should I mail a newsletter to?” MarketMuse did more than just expose this gap in our SEO — it helped us hone and refine our content to ensure it matched up with our audience’s interests. By refocusing SEO on audience intent, MarketMuse doesn’t simply help you reformulate what you’re already writing about; it also shows you what to write about in the future. With bleeding- edge analytics, this software suite breaks down trends and topics your audience is searching for in real time. It uses this information to generate content briefs that will give your writers a better understanding of precisely what your demographic is looking for. MarketMuse can’t write amazing content; that’s still on you and your team. What it can do is help your online presence cast a wider net, ensuring your audience can always find you. So if you’re looking to make every blog post count, this is the tool for you.

If you write a fantastic blog but no one is around to read it, does it make an impact? No. Maybe your richly detailed content is too niche or your carefully selected search terms aren’t as trendy as your competitor’s. Whatever the case, if you aren’t getting eyeballs and creating engagement, you aren’t winning over patients. All that creative energy is lost in the woods. That’s where MarketMuse comes in. The brainchild of veteran artificial-intelligence (AI) programmers and content writing professionals, MarketMuse is a new breed of content optimization software. Using patented modeling tools, this solution guides content creation to grow online engagement organically. It accomplishes this by bucking a practice as old as search engines themselves. Search engine optimization (SEO) has typically focused on keywords. While utilizing these words may have given you an edge over less-than-savvy competitors in the past, it now represents the bare minimum of what it takes to get your content seen. MarketMuse delves deeper than these surface- level search factors, using real-time analytics to learn how people are actually searching for a given topic. ... continued f rom Page 2 practice. All the details are in the GoldMine UnderGround Team Training Toolkit Episode 009, “How to Double Hygiene Recall!” 2. It’s shopping season — not in the traditional sense of the word, but this is the time when people start actively seeking a dentist. Most of this increase in “shopping” comes from the new move-ins who bought homes over the summer. It’s estimated that 40 million people move each year in the U.S., and 80 percent of those moves happen between May and September. In other words, right now (not tomorrow, next week, or next month) is prime dentist “shopping season.” AFTCO, the nation’s largest dental transition consulting network, suggests the average lifetime value for a new patient is close to $5,000. With today’s “on-demand” world, it’s increasingly important to be able to satisfy patients’ needs and wants as fast as possible. For example, every time the phone rings, it represents opportunity. Here’s where it all can go wrong for you: If you can’t answer that phone, that opportunity is lost. Some folks may leave messages, but prospective new patients simply move on to the next dentist in the Google results. Also, new patients don’t want to wait; in most cases, they want to be seen within the next 24–48 hours, and if you don’t have the flexibility, they will move on. Remember that each new patient is worth $5,000 in lifetime value — 25 percent of which is realized in the first year! So

answer the phone on or before the second ring, and you’ll see your schedule (and bank account) fill up. If you aren’t answering (and scheduling) new patient calls live on nights, weekends, and holidays, ask your Personal Gems Concierge about www. UPC’s concierge scheduling service will pay for itself time and again.

Now get out there and make this the best September ever!

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Gems Inside

3 How to De-Clutter Your Practice and Your Life! 4. How Words Can Help You Fight Infection and Boost Revenue 6. Play the Long Game and Make More Money 7. Make Every Blog Post Count

1. Improving the Health and Longevity of 3,000,000 People 2. Opportunity Doesn’t Knock … It Calls

How Elements Dental Used the Gem They Doubted The Most to Transform Their Practice!

By Dr. Cindy Wolt

The information is undoubtedly essential for unifying our practice under a common glossary of terms, but it’s about more than vernacular; we gain camaraderie. Before implementing our meetings, we had a lot of negative conversations about each other. It wasn’t because we’re backbiting people; we just didn’t know that much about what everyone was doing. Our communication was poor, and there was lots of bickering.

We’ve only been a part of the Gems family since February, but we’ve already implemented multiple Gems that have transformed our practice. Out of all the amazing Gems Dr. Orent and his team unearthed for our practice, by far the most transformative has been implementing 90-minute team meetings. Before Gems, we were all so busy, and we never had any set times where everyone was in the office, so it seemed there was no way to make the meetings happen.

Our practice had never designated specific lunchtimes or a scheduled time where we could all gather together. Everyone

When I first sat down our Team Leader, Abbie, and we talked about applying this, our gut reaction was, “No way our practice producing nearly $5,000,000 per year could afford to take 90 minutes off every week ... not with 22 employees ground to a standstill.” But we decided to apply Elizabeth’s “willful suspension of disbelief” and deployed the 90-minute meetings. Today we wouldn’t think of giving them up! Every practice should devote one

just ran in their own circles, and you could go weeks without speaking to someone in the office. Fast-forward to today, and morale has never been so high, thanks to starting our 90-minute weekly team meetings. We’re closer together, and just as I’m a part of the Gems family, my practice is now a family. You can have all the Gems in the world, but if you don’t know how to implement them, what value are they to you? By far the best part about our meetings is gaining implementation

We’re closer together, and just as I’m a part of the Gems family, my practice is now a family.

strategies. A lot of the success that goes to our bottom line centers around how to take what Chuck and Dr. Orent teach us and apply it. From there, Abbie and I have to make sure we’re intentional about how we have discussions with our team and the expectations we have for each part of our practice. By the end of each meeting, everyone knows exactly what they need to do and what is expected of them. If we haven’t accomplished goals we’ve set for ourselves and our practice, the team meeting provides a natural avenue to discuss where we fell short. We’re just now starting to see the dramatic impact of the revenue-generating capabilities of our Gems, and that all stems from our meetings. Change takes time, but the improvement in organization and the unified front of our family is beginning to translate into real dollar signs for our practice. It has us excited for the months ahead and especially pumped to talk about it with other members of the Gems Family at the retreat! If you haven’t seen those T-shirts yet, they are something else. If you see any of us from Elements Dental and Fastbraces, say hi!

uninterrupted block of 90 minutes every week ... as Dr. Tom says, “Shades drawn, phones forwarded ... no hygiene or doctor emergencies interfering …” This is our one time to focus on the business of helping patients achieve healthier, happier lives. One of the best things about Gems is the fact that they are so turnkey. You don’t need to invest a ton of time preparing or brainstorming how to make them work, because our Gems coach and Dr. Orent make it so easy to apply. Our meetings always start for the first half hour with our coaching call with Chuck, who is an absolute rock star. He provides tangible information and accountability to our challenges. If we’re doing a cracked tooth challenge, we have to report those numbers back to him. That layer of accountability makes a significant difference in the effectiveness of these revenue-generating Gems. After we work with Chuck, we dive into role-playing. Then we go over a webinar on a Gem our practice needs.

An Unexpected Benefit of Our Weekly 90-Minute Meetings

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