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On this episode, I am excited to welcome Korey Korfiatis. Korey is the co-founder and CEO of Legwork Software and president of O\u2019Keefe Korfiatis consulting group. He has worked for over a decade strategizing, designing and promoting award-winning brands for dental practices across the nation.<\/p>\n
Korey is known for his writing and speaking, as well as his courses on various dental marketing subjects. He has spent much of his career intensely researching dental consumer behavior and communication techniques that inspire purchasing decisions and create brand-loyal patients. Korey brings a unique and transparent approach to branding and new media tips and techniques.<\/p>\n
Korey\u2019s presentations are based on foundational industry facts applied to case studies and enhanced by storytelling. Korey\u2019s mission is to help build a brand that consistently delivers what patients need and expect. He works to help anchor the reasoning behind research and motivates his audience to take action in their marketing. Listen in to learn how you can create a brand and a marketing plan that will consistently deliver results.<\/p>\n
Welcome to Practicing with the Masters<\/em> for dentists with your host, Dr. Allison Watts. Allison believes that there are four pillars for a successful, fulfilling dental practice: clear leadership, sound business principles, well-developed communication skills, and clinical excellence. Allison enjoys helping dentists and teams excel in all of these areas. Each episode she brings you an inspiring conversation with another leading expert. If you desire to learn and grow and in the process take your practice to the next level, then this is the show for you. Now, here\u2019s your host, Dr. Allison Watts.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Welcome to Practicing with the Masters<\/em> podcast. I\u2019m your host, Allison Watts, and I\u2019m dedicated to bringing you masters in the field of dentistry, leadership, and practice management to help you have a more fulfilling and successful practice and life.<\/p>\n Korey is a new friend of mine that I was introduced to through Mark Battiato who\u2019s now my official practice consultant. As co-founder and CEO of Legwork Software and president of Okeefe Korfiatis Consulting Group, Korey has worked for over a decade strategizing, designing, and promoting award-winning brands for dental practices across the nation.<\/p>\n Today, Korey is recognized for his writing, speaking, and courses on various dental marketing subjects. Korey has spent much of his career intensely researching dental consumer behavior and communication techniques that inspire purchasing decisions and brand-loyal patients.<\/p>\n Korey brings a unique, real world, no smoke and mirrors approach to branding and new media tips and techniques. His presentations are based on foundational industry facts applied to case studies and enhanced by storytelling to help anchor the reasoning behind the research and motivate his audience to take action in their own marketing.<\/p>\n As we were getting ready for this call, we were discussing how it might seem weird to people that we\u2019re talking about marketing but I think it\u2019s a huge piece of leadership and I know Korey is going to get into that too. But if we as leaders of our practice, if we\u2019re not the people who decide what our brands going to be and what we stand for and what we can do for people, who\u2019s going to do that?<\/p>\n So I know Korey is going to help us understand a little bit more about that tonight. I\u2019m so excited to have you here, Korey. I feel like we\u2019re so on the same page. I\u2019m really excited to have you here. I appreciate it. Whenever you\u2019re ready, you can start. I\u2019ll just ask questions. If any of you guys have questions, Korey said he\u2019d be happy for you to interrupt if you have a question.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Absolutely. Thank you, Allison, for having me. I\u2019m flattered to be with you guys today and I will try to make this as interesting as we can. To begin, I think it\u2019s important that as Allison alluded to we have to understand that to run your business means of course that directly aligns with leadership.<\/p>\n To run your business means that you have to understand what your unique value proposition is. All decisions that you make need to be stemming from or that needs to be the platform from which you make those decisions. Your value proposition is what makes you unique. It\u2019s what patients can relate to from an experience perspective and it\u2019s really what helps you stand apart in the marketplace that you serve.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Can you define that for us? Unique value proposition?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Absolutely, the simplest way to define the value proposition is to think of it from the perspective of who you are and obviously that is as simple as the practice name. But it\u2019s also who you are from the patient\u2019s perspective. So for example, your practice name is, if it\u2019s not the same as your name as the lead practitioner, the lead dentist, then that presents potential challenges and also potential strengths with regard to your communications.<\/p>\n So for example, we know that we\u2019re nine times more likely as a society to communicate the name of our practitioner as opposed to their dental practice name because in service-based marketing, we\u2019re not necessarily communicating the practice name. Because it doesn\u2019t have the brand strength that the dentist does with their patients. So who you are over or who are you asking that question, is really relating to the name that you want to present yourself as in the marketplace. Then understanding what those challenges are with regard to that communication.<\/p>\n The next is, what do you do? What do you do, obviously at the top level, the 30,000-foot level, you do dentistry. You provide dentistry but it goes much beyond that as you start to drill down that question\u00a0 and start to dissect it and sort of peel back the layers of the onion, if you will, and think about what is it that you do that makes you unique and different. This reflects on your clinical philosophy, your practice style, your location. All those things need to be considered when you’re defining that value proposition.<\/p>\n Lastly, what makes you different? That\u2019s probably the biggest question you want to ask yourself because to the patient, they’re looking through the eyes of a lens that is much different than yours when you’re looking at your practice. So they look at you unfortunately in a bit of a generic sense because they don\u2019t know the clinical background that you have. They didn\u2019t go to school to learn what you know. They don\u2019t have the detail to understand why your philosophy might be different or unique or what is special to them and why it matters to them. So that\u2019s a difficult question to answer in just a simple statement. You have to really think that through.<\/p>\n One of the ways to help you do that is to reflect back on what I call\u2014well actually I didn\u2019t coin this phrase\u2014it was from a book I read which is called Good to Great<\/em>. It\u2019s an excellent book and they refer to the hedgehog principle. The hedgehog principle talks about basically reflecting on your business and asking yourselves, where\u2019s your passion? Or what is your passion? Specifically inside the world of dentistry. Is it comprehensive care? Is it treating kids? Is it treating only elderly? What is your specific passion?<\/p>\n Then, what are you best at? What do you do that you know you can do better than most of the other clinical practitioners that are your colleagues? Then do those two things match? In other words, sometimes what we\u2019re passionate about and what we\u2019re best at aren\u2019t always the same.<\/p>\n Lastly, and probably at the end of the day, most important is what makes you money? I don\u2019t mean that because money drives us. But ultimately, without money we can\u2019t run our practices. So from the hedgehog principle, we can then apply that back to defining your value proposition.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So from those three things you\u2019re saying that helps you pick what you’re going to be known for? How you’re going to put yourself out there? That makes sense. Yeah, okay.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah. Another way to think of it is ask yourself who you lined up\u2014I use this is my speaking a lot\u2014I say, \u201cOkay, let\u2019s have seven docs in the room stand up please.\u201d Then of course we pick out seven docs or ten docs or whatever it is. Then we ask ourselves, okay, if I was a patient and I had never met any of the people standing up, how would I differentiate one over the other?<\/p>\n You might go through the exercise of, okay well lets hold up your college degrees and where you live and you know some of your history. All that stuff starts forming impressions in the mind of the patient. But ultimately, it really doesn\u2019t tell the patient if one practitioner is better than another, one dentist is better than the other. Ultimately, no one really knows that except peers working with peers, who\u2019s the best dentist.<\/p>\n Ultimately, perception is what drives the decision for the patient and that perception is built based on how you tell that patient or that consumer what your value proposition is. What makes you different? How you\u2019re different. You have to remove the clinical from that process because we know that patients are making decisions primarily based on experience because they don\u2019t have the educational background or information to make a decision based on clinical information.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I was just thinking, what about alluding to or stating something about the quality of care, you know just excellence? Or I know you can\u2019t say like \u201cthe highest quality\u201d but you know what I mean? Like obviously that\u2019s speaking about clinical, but you\u2019re saying just don\u2019t use clinical, like talk about crowns or whatever, right?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, yes and no. I mean obviously there\u2019s a blend of\u2014in sales we call it features versus benefits selling. It\u2019s like you sell the features because you need to know what the product is delivering. But you ultimately need to sell the benefits of those features and that\u2019s what tips the customer over. It\u2019s, what am I going to get from those features?<\/p>\n That\u2019s hard to apply to dentistry because the outcome is better health, more appeal, more confidence, etc. So you want to angle the conversation or the content around the benefit to the patient and less about the feature. In this case, we\u2019re talking about an implant or a crown, etc. Those things are all generic in the perspective of the patient. They don\u2019t know how to differentiate one crown over another and they don\u2019t know how to just differentiate the word excellence, for example, because it\u2019s kind of a generic term.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So I guess like maybe what? Long lasting or something that keeps them from having to come back to the dentist more?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes, think about the benefit.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s more of a benefit. Okay.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, so, okay that\u2019s a great example. So let\u2019s say, forgive me, because again I learned my background based on what the patient thinks, not necessarily what the clinical terminology is. We\u2019ll use the products that are typically used in dentistry, an example. If your materials that you use are superior, well that\u2019s fine but I don\u2019t know how to differentiate that they\u2019re superior or not and I would hope they\u2019re superior. If you deliver excellent dentistry, well gosh, that\u2019s what I expect because I don\u2019t want to go to the second-best dentist.<\/p>\n So, as opposed to worrying about telling me your specific credentials, and some of that is important, don\u2019t get me wrong. Focus on the products that we use will help you ultimately have a longer lasting smile or provide you a more natural looking smile and bring you back to what God gave you, or what have you. You know, something that is delivering the benefit and not so much focused on the clinical or technical aspects.<\/p>\n So if you are relating those two, so you\u2019re saying, the feature is the products or the material that we\u2019re using and the benefit is longer lasting, natural, bringing you back to a youthful smile that you once had, or whatever. Painting pictures in the mind of the consumer is how we like to look at that.<\/p>\n Another exercise you can use to help you with those decisions is think about what we call the genie in the bottle theory when you\u2019re writing your communication. So if you\u2019re trying to paint pictures in the mind, in the consumer\u2019s mind, with your communication one of the best ways to do that is to think about what words am I using? If I rub the proverbial lamp or genie bottle and the genie comes out, what genie am I going to see as opposed to everyone else who is my market, who is my audience?<\/p>\n The example, if you use the word genie, some of us who have children might see Aladdin<\/em> and some of us who might have grown up with Barbara Eden or whatever her name was might be thinking of her as the genie. So that\u2019s an example of how you define your messaging and have it be consistent. By thinking about, what does the consumer picture? And how can you make that as consistent as possible across the board? Does that help define that?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, I was just thinking, so when you\u2019re talking about your messaging, that is not just advertising. You\u2019re talking about like how we talk to the patients when they\u2019re in our office and like what is that, so how do we use this messaging? So we figure out what our\u2014who we are\u2014right?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Value proposition.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, what our value proposition is. Then what do we do with it?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well I\u2019m glad you asked. Let me talk about that.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I mean, I think I know because I\u2019ve taken courses. I think I know some of this, but I will bet just from our previous conversation, and my conversation with Mark, that you\u2019re doing some pretty cool stuff that we\u2019re not doing and that I\u2019ve never even thought about doing. So I really do want to hear about that. I\u2019m excited on a selfish level. I\u2019m guessing that the people on the call want to hear about it too. So yeah, I do, I want to know what we do with it. What you recommend we do with it.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 All right, well I\u2019ll try to\u2014this is a very complex question, I\u2019m going to try and keep it as simple as I can. Not because I don\u2019t want to insult anyone\u2019s intelligence but there\u2019s just a lot of moving puzzle pieces and I want to make sure that I describe it correctly. So the first thing that you want to think about is the channels of communication. After you\u2019ve developed your value proposition, in other words, you\u2019ve developed your message and you know what you stand for and you\u2019ve defined that. Which we could talk for two hours just on that alone, but we\u2019ll move to the next step.<\/p>\n The next thing that you\u2019ll want to do is think about the channels. Now the channels of communication are, all they are is a vessel or a method to which you get your message out. So you can talk about search engine marketing, you can talk about referral marketing, and traditional advertising like newspapers, and radio, and television and all those things. There\u2019s a million channels to choose from.<\/p>\n So a lot of the times I watch dentists just kind of get their eyes all crossed when they try to figure out, well how do I build a strategy? Then the most frustrating thing about that is most of the time they get taken advantage of by, not necessary by knowingly people taking advantage of them, but they sell them on this search engine optimization program and that internal marketing program and then another vendor is working on their website.<\/p>\n Before long, the whole purpose for developing a value proposition goes out the window because you\u2019ve got ten people controlling your brand communication. Let alone the fact that you may or may not have even trained your team yet on how to communicate the brand through culture, and phone scripting, and in-person communications, and all of that. So channels of communication need to be broken down and understood and then they need to be worked from there.<\/p>\n So I\u2019m going to give you the key channels that I believe are most important and they\u2019re very simple. One is internal. 90 percent of my clients are benefiting greatly and returning about three dollars to every one dollar they\u2019re spending, or more, most of them more than that on internal marketing alone. People do not realize the low hanging fruit or the power of just working your own client, your own patient list. So number one is internal marketing.<\/p>\n The second channel is search marketing, but not from the sense that you might be used to hearing about it. Everybody talks about the buzzword search engine optimization. Everybody wants to know how that works. Well, it\u2019s very simple. Only Google and God know how it works. So there\u2019s no reason to ask anyone who says they\u2019re an expert about search engine optimization to tell you, because first of all they\u2019re not an expert.<\/p>\n The only people who seriously know how it works are the people who are building the algorithms themselves. If you\u2019ve ever read and researched it you\u2019ll find out quickly that it\u2019s so complex that none of us will ever fully understand it and it\u2019s changing all the time. So there is no such thing as a search engine optimization company in my opinion. I think they sell snake oil.<\/p>\n Now there are two options within the search realm though. There\u2019s organic search, or indirect search, and that\u2019s if someone types in like, \u201cwhitening Seattle,\u201d or \u201cwhitening Bellevue Washington.\u201d Then there\u2019s direct search which is, \u201cDoctor Allison Watts\u201d and \u201cBellevue Washington,\u201d or wherever the location is that they\u2019re at. That is, the direct search realm is very simple to maximize or optimize. I could go into an hour of discussion on that but that\u2019s the simple one.<\/p>\n The indirect is the one that is very, very difficult because of the competition and the algorithms and how Google functions. So to spend money on the indirect channel is wasteful. You want to keep your direct channels in scope and in focus. So search marketing is number two. I wish I could go into that but it would take me too long to go into the details, maybe we could have another call another time specifically on those.<\/p>\n Social marketing is the third channel. It\u2019s different from search marketing because social marketing is in a network in and of itself. So I\u2019ll use Facebook as a quick example. Facebook, if you have a friend in the business, in this case you have a fan not a friend, but you have a fan on Facebook who likes your business page. Then he or she who likes your page, if you can get them to comment, or like, to share, you\u2019re of course virally spreading the communication to their like-minded friends and family.<\/p>\n Well what a great opportunity for new referrals if you know how to work that social channel. The thing that people don\u2019t realize nowadays is that there\u2019s more search and more traffic going on inside of Facebook than even on Google. There\u2019s more traffic, more movement going on inside of Facebook than on Google. I mean, think about that. That\u2019s a heck of a lot of communication going on. So maximizing that communication is critical to your marketing strategy and to communicating that channel, through that channel.<\/p>\n Fourth is community. The community channel has various subsets. It can be event, participation, sponsorships, even down to local newspaper advertising if you\u2019re in a rural community. I don\u2019t suggest that in a big city because it\u2019s too expensive, but smaller rural communities, you can even do some of the smaller community papers and get benefit from that.<\/p>\n But here\u2019s where the fifth channel comes in and this is the proverbial magic bullet that people forget or don\u2019t even realize, is that all of those communication channels mean absolutely nothing if you cannot track them, track the results, and convert interested leads into patients. So if I were to ask your listeners and I\u2019ll just ask you for the sake of conversation, Allison. If you have any marketing going on do you have any idea, and be honest because you might already have an idea but how would track your marketing currently?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, I honestly don\u2019t think we do that very well. But we do ask patients on the phone. But we do find it very interesting because sometimes they\u2019ll say on the phone, they\u2019ll say, \u201cWell I found you on the internet.\u201d Or they\u2019ll say something and then when they come in in person they\u2019ll\u2014when they expand on it a little bit, it\u2019s not actually\u2014you know like they used to say they found me in the phonebook but really somebody told them about me or they saw me in the newspaper a year ago and then they had to look me up in the phonebook. So I do find that very challenging. I know there\u2019s ways on websites and stuff to track it but yeah, I\u2019d like to hear more about that.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Maybe not tonight, I know you can only touch on things briefly. But yeah, that\u2019s hard to know because we spend a lot of money on all the different channels and we really don\u2019t know what\u2019s really working.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, this is the frustration that I\u2019m trying to solve. I have a very strong passion for trying to solve this for the industry because you\u2019ve got the two things I\u2019ve mentioned so far, one is everybody has got something to sell you, which I understand. Everybody is in business to make money but no one is providing you a strategy. So you end up buying all these misconstrued puzzle of marketing and communications which only devalues your value proposition.<\/p>\n So what we do is we take, it doesn\u2019t really matter what your communication channels are ultimately and it doesn\u2019t really matter what your value proposition ultimately is if you can\u2019t track it. Because it might be the best value proposition in the world or it might be the worst one but you don\u2019t know until you can track it. So we developed, and this is not a sales pitch, this is purely just the way we do it philosophically.<\/p>\n We have built a software that has allowed us to connect all of the communications that are going on in your strategy and through the channels that we suggest. It connects the users to the software and allows us to track both new leads coming from various communication messaging. It allows us to help convert those leads through communication follow up that\u2019s automated and scheduled. Then it helps us to nurture referrals to generate increased referral flow, which is as we alluded to earlier in the call is the lowest cost, highest return on your marketing investment is through referrals.<\/p>\n So our company, Legwork, is what it\u2019s called, it isn\u2019t the only software in the world that does this. It just so happens to be, it just happens to be the only one that we\u2019re aware of in the dental industry specifically. So we created communications for the dental industry. But regardless, you need a method to funnel all of your communication into.<\/p>\n So let me give you an example of how that would work in a more realistic, real life sense. Let\u2019s say you have a Facebook account and let\u2019s say you get 10 or 15, 20 friends and family and then it kind of stalls out, which most of them do because you\u2019re not sure kind of how to get beyond that. Well the next thing you need to do is figure out, how do I get as many patients as I can on that tool? Because once I get them on that tool then I have the ability to communicate to them virtually free and I if I can get them to interact with me, I\u2019m spreading my message to their friends and family and that\u2019s a natural referral source.<\/p>\n So how am I going to do that? Well the first thing we want to do is we want to run a fun contest or something interesting that drives them to your Facebook account. You have to give them a reason to go there. Usually it doesn\u2019t have anything to do with dentistry because, no offense to the listeners, but dentistry isn\u2019t that sexy of a reason to go a Facebook page.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 What?<\/p>\n [Laughter]<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Unless I have a need for your service, I\u2019d rather buy an iPod or spend the money in those areas. So we\u2019ve got to track them where they are, offering a widget or something cool. Widget, I mean a piece of technology, something cool that you can give away. Once we get users to that account we ask them to write a recommendation in exchange for entering the contest. So by writing a recommendation they\u2019re talking to their friends about you the minute they get to the page. Then when they\u2019ve liked the page and we also ask for email to be able to enter the contest.<\/p>\n So it serves three purposes: it gets fans to your page so you can market to them in the future, it gains their email account so that you can nurture them to an appointment and communicate to them about and educate them about services you offer, and it generates recommendations for search for search ranking authority, and that\u2019s just a fancy word for being higher on Google and being higher inside of Facebook algorithms as well.<\/p>\n Now all of that then funnels back. The way we do it is all of that communication that we\u2019ve tracked funnels back into the Legwork software and then after they\u2019ve entered the contest we follow up with them through email communication, text messaging communication, and printed communication. Say, \u201cThanks for entering the contest.\u201d Let\u2019s say for example it\u2019s fall, \u201cBy the way don\u2019t forget your insurance benefits are going to run out at the end of the year. Schedule your appointment today, book online. Here\u2019s how you schedule.\u201d<\/p>\n So you follow that, you close that loop of your marketing, instead of running the standard ad that goes out in a coupon or goes out in the newspaper and may or may not come back to you. There is no method to track it. You may or may not get anyone\u2019s attention, you never know if it works or not. So everything is tying back to the software. Does that make sense?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah. Are you saying that no matter what channel we use it can tie back to the software? Or does it just have to be the electronic stuff?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well it\u2019s in your message is how you tie it back. So it doesn\u2019t have to be the electronic stuff but it\u2019s how you drive your consumer or your patient to the communication that matters.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m a little familiar with all the internet stuff just because I\u2019m into all that stuff so I know that people create like a Facebook ad or they create different ads and then they evaluate to see how that ad does. So they get people, you know, how many click-throughs or whatever, right?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes, so go back\u2026<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So are you saying we create different ads and then you track it based on the different ads?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s the first level of tracking, yes. But the ads don\u2019t have to be external in nature. So a Facebook ad would be an external ad. Meaning, it requires someone who\u2019s not a patient to make a decision to click your ad, to come into your world so to speak. Or a newspaper ad is an external, it\u2019s what we call an external or outbound piece of communication. Meaning you\u2019re interrupting someone and trying to get them to come to you.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s one method. That\u2019s trackable but it doesn\u2019t matter what the channel is. So try not to narrow it down just to a Facebook ad or a pay-per-click ad on Google. It\u2019s any communication needs to tie back to the software.<\/p>\n So let me give you another example that\u2019s offline so you can understand what I\u2019m trying to say. Let\u2019s say you have a printed flyer, it can be just a simple flyer. You send a nice looking individual who is happy and has a smiling face out to some of the local businesses that you want to network with. That flyer has basic information about your practice and says go to either a Facebook page or a website page, it doesn\u2019t matter, anything online to either request or receive information on how to take care of yourself in the event you lose a tooth or crack a tooth.<\/p>\n So you have a pre-setup campaign that says I\u2019m going to provide my user or my target with information that\u2019s valuable to them. I\u2019m not going to sell them anything, I\u2019m just going to provide them a resource, like what to do in the event of a lost tooth or a tooth getting knocked out. So you hand out the flyer, you introduce yourself, and they go to that page and fill out the form to receive the document, the communication, that\u2019s explaining how to handle a situation like that.<\/p>\n Then on that document it says, \u201cBy the way, we have a tooth saver kit at our office that is a solution you can use in the event that you knock out a tooth. So we can save that tooth in the hopes to re-implant it before it is no longer viable. Come on by and get your free tooth saver kit.\u201d So then you get them to your office. All of this time, all of this communication is called opt-in or elective communication. It\u2019s all trackable because you\u2019re utilizing data to capture the information and you\u2019re utilizing automation to continue the communication flow. Does that make sense?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Totally, yeah that\u2019s kind of what I was talking about. But I was wondering how that applies to like internal referrals or you know that kind\u2014or, okay let\u2019s say we don\u2019t have your software.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Mm-hmm.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Right, because\u2026<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Shame on you. I\u2019m just kidding.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I know. Holy cow, obviously we need to run out and get it. But right now I don\u2019t have your software.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I\u2019m just kidding, totally kidding.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 But you know so, okay, I have some printed things that go out in a welcome. Anyway, we pay these people, they go to new people who move into town and they drop off these nice little gift baskets. They have one dentist, and one family physician, and one hairdresser, and one whatever. They have a little basket, right.<\/p>\n The only way right now I\u2019m able to track that is if the patient says when they call that, \u201cI got your name from a welcome home basket.\u201d So we were just presented with the opportunity to renew my six-month agreement with them and I asked Lisa, \u201cHas anybody said that they came from there?\u201d And she said, \u201cNo.\u201d I said, \u201cOkay, I\u2019ll give it six more months and if we don\u2019t have one patient,\u201d because it\u2019s not very expensive.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Sure.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 But if we don\u2019t have one patient say they came from there then I\u2019m probably not going to renew. But if you\u2019re saying that they could get, so in that welcome home thing we could put something, we could make something about it trackable.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Absolutely. And I would argue that you\u2019re measuring the communication channel.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 In effect, not necessary giving it it\u2019s due credit for a couple reasons. One is you just gave a new person who came into the community the opportunity to learn about you first. They may not have a need for your service right at this moment. You as a dentist, and again I\u2019m just brainstorming here, I\u2019m not trying to direct this comment at you.<\/p>\n But you as a dentist assume that we as patients have a direct need for your service and that we even think that a year has gone by and oh my god we\u2019re late for our hygiene appointment. That\u2019s not the way we think. You have to tell us to come in, you have to remind us, because we\u2019re lazy as a society and we need a reason.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well and we\u2019re busy you know too, yeah.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah. Also the general population thinks that dentist are always never taking new patients because they\u2019re only open four days a week, and they take vacations two or three times a year. Now I realize you\u2019re going to advanced courses, you have to have an administrative day. All of those things I understand as a person in the industry that you\u2019re working your tail off. But from the perception of the patient, you\u2019re busy. You don\u2019t have time for me, so why should I run to your office?<\/p>\n So let\u2019s take that analysis and do it a little bit differently with or without Legwork. First thing I would do is say, \u201cWhat can I offer the patient that isn\u2019t selling them anything but provides them a lot of value?\u201d Well instead of putting a flier in that kit maybe you\u2014and I\u2019m just brainstorming here\u2014but maybe you, we\u2019ll go down the tooth saver example. You can buy those little tooth savers for fairly inexpensive. So you buy 25 of those and I think they\u2019re, I don\u2019t know $12 or $13. You can get them through your supply vendor.<\/p>\n Get 25 or so of those and you say, \u201cYou\u2019re new to the community, we want to welcome you. We have a gift for you at our office that will help you in the event that you\u2019re out doing\u201d whatever recreation. Maybe you tie it to a specific recreation in your community. Like in our case, we have a lot of mountain biking.<\/p>\n You communicate it specifically to that consumer and talk to them in a way that they\u2019ll be excited. For example, \u201cWe know you\u2019re new in town. We know part of the reason you decided to live here is because of the great,\u201d and then fill in the line. In this case maybe it is mountain biking, \u201cbecause of the great mountain biking and hiking we have available. To protect your great smile we have a free tooth saver kit for you. Stop by our office and grab it so you can protect your smile,\u201d or whatever it is.<\/p>\n So you are giving them a reason to come visit. You\u2019re giving them something that is of value to them and you have a better method of tracking it than, \u201cCall us when you have a need for our services.\u201d Then you\u2019re expecting that ad to be trackable and you haven\u2019t given them a call to action. You haven\u2019t given them a reason to instantly come back even with an offer because an offer is you\u2019re only tracking the offer, you\u2019re not tracking necessarily the value of the ad.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Right.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Does that make sense?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, and that\u2019s kind of what I was asking. So when I first said, yeah, it gets complicated actually to sort of talk about in an hour and I don\u2019t want to make it too complicated. So if we use a channel of, is it always tied to some kind of gift or do you ever have like, I don\u2019t know, a little code or a scanner thing or something that\u2019s like, do you know what I\u2019m saying?<\/p>\n Is it always tracked to something where you\u2019re asking them to, oh gosh, yeah, there\u2019s always a call to action and you know by the call to action or is there something on the advertising piece that you can track? That\u2019s what I\u2019m trying to ask.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, well there\u2019s multiple ways to track but the unfortunate part about marketing is unless you are getting them to a digital form, something that they have to input, or you\u2019ve got a phone tracking number, or you\u2019ve got an item that they must pick up etc. You know, all of those are tracking mechanisms but let\u2019s talk about the benefit of impressions, which is the other side of marketing that people often forget. I\u2019m not trying to take us off that subject but again we could talk an hour just on tracking alone.<\/p>\n So we have to consider the value of impressions with marketing in a service-based business because again, I\u2019m not suggesting you offer a discount necessarily, I\u2019m suggesting that you offer a reason to act. That means that they won\u2019t always act but there\u2019s value in having exposure, brand exposure, to a targeted audience. In the new mover type program, there\u2019s no more targeted audience than that. They certainly don\u2019t have a dentist yet.<\/p>\n Again, they may see your little new mover kit saying that you provide\u2014no matter what it says\u2014and if it\u2019s relatively decently designed and worth looking at, enough even for seconds, you\u2019ve created a first brand impression. So that impression has value. Because once again, I\u2019m building brand value with patients and consumers through repetitive communication. That\u2019s why you can\u2019t rely on one channel. You have to have multiple channels working in tandem with each other.<\/p>\n So that new move in person, maybe it works like this and you don\u2019t even know it. They get the move in kit, they glance at your ad, they throw it away. But you formed an impression even on the very minor level. Two weeks later, they go golfing with their new buddy they just met at work and they go, \u201cGosh you know I still haven\u2019t found a dentist, who do you go to?\u201d<\/p>\n \u201cOh I go to Allison. She\u2019s incredible you\u2019ve got to go there.\u201d<\/p>\n \u201cOkay, thanks.\u201d<\/p>\n Two weeks later, because again, I\u2019m a consumer, I don\u2019t have time to just jump on, I go to your website. I find you on the web hopefully because you\u2019re optimized in direct search. I click your contact form or I call your number and then they say, \u201cHow did you hear about us?\u201d<\/p>\n \u201cWell I was referred by Joe.\u201d<\/p>\n \u201cOkay, well then great.\u201d<\/p>\n Joe gets credit for the referral but the new move in kit gets zero credibility even though it was part of the process of forming the brand impression. So impressions are just as valuable in a lot of ways as actual conversions because they all contribute together. They all work together in tandem. Does that make sense?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, so I guess then what I\u2019m trying to figure out, can you track impressions or does it even matter? You\u2019re just tracking the end\u2026<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The only\u2026 sorry go ahead.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No, you\u2019re just tracking the end thing I guess? I don\u2019t know what to call it, the end source?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well you\u2019re tracking impressions in the sense that the new mover kit program has to cost something in exchange for an amount of new mover kits going out. I\u2019m calling them \u201cnew mover kits\u201d because I don\u2019t know what they\u2019re called, but getting it to all the new residences. So let\u2019s say they, you should know or they should tell you, we\u2019ll just make up a number, we delivered ten this month. Okay, well that\u2019s ten impressions you\u2019ve made.<\/p>\n You don\u2019t know if they ever actually picked up your piece of communication unless they act on it, which is why the messaging is half the battle. But you do you know that you got ten of them out. Now if you have ten of them out there and you can track that two of them responded or converted and that cost was, we\u2019ll just make up a number, that cost was $200 to reach those ten people and two of them converted, and that value in my mind would absolutely be worth the cost to acquire those two patients.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Because we know patients, average patient value per year is about $750, minimum. So that\u2019s a no-brainer. But is two patients going to grow your practice? No, not very quickly. So if we\u2019ve got to have another channel, doing a similar approach, fully trackable, so now maybe you\u2019re spending $400 on another program, or $400 total, spending another $200 over here in another program. We\u2019re reaching 20 patients, making 20 impressions, targeted impressions, and we\u2019re getting three patients on average from this program.<\/p>\n Okay, well now we\u2019re spending $400 but we\u2019re getting five patients. All right, we\u2019re stilling making money, good. Now let\u2019s do it again. So we\u2019ve got six, seven, eight, channels. Good communications, all consistent, telling the story, all trackable, as best we can to measure the result. Then most importantly is we have to have a mechanism for follow up because again, it\u2019s not one impression that necessary generates the result. So that\u2019s where the automation can be helpful.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay, I want you to talk a little bit about your software. But if we weren\u2019t using your software, what would the steps be that we could do? Like if we were going to go back to our office tomorrow and do something different? What would we do? What would make an impact that we could do in our\u2014like is it just getting really clear on your message and then communicating it to your team and your patients? Is that like, or do you have like some steps that we could do?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, I\u2019ll give you three steps that you can do. One, understand who you are, what you do, and why it matters to your patients. That requires sitting down and thinking it through. But let\u2019s face it\u2014okay that may be too complicated. Let\u2019s bypass that one for now, give you something simpler.<\/p>\n So audit your marketing. Just by simply looking at what messaging is going out in what forms today. Okay, I\u2019ve got a website, I\u2019ve got a local little newspaper ad I do, I sponsor the little soccer team in the fall, and I have a Facebook page. Okay, great, so we\u2019ve got some marketing channels. Now how am I tracking the results on those channels? Probably not much. I hope that people are seeing these but I don\u2019t have a clue how to measure them.<\/p>\n Okay, so choose three things that you can provide that are what we call relational in nature, not necessarily selling anything. I\u2019ll use the tooth saver kits just to make the conversation simple. We\u2019ll use the little tooth saver solution kit or maybe one more, let\u2019s say you write out a nice simple guide on the differences between off-the-shelf whitening and in-office whitening and give comparisons and contrasts. Okay, so just some piece of data that can help your patients or your consumer to see you as a credible expert.<\/p>\n Then you find a simple mechanism to get that item well-placed at the sports event. Maybe you go to one of the events that you sponsor and actually hand out the kits, or hand out the white paper to the parents. You place, design a page on your website that says, \u201cHave you ever looked or ever been interested in knowing the differences between off-the-shelf whitening and professional whitening? Go here to our website.\u201d Or you know, \u201cHere\u2019s the form you fill out and click the button and give me your email and we\u2019ll send you that information.\u201d That can be done by any basic webmaster. It\u2019s not a difficult thing to do.<\/p>\n Then maybe you\u2019ve got your local community advertisement in the newspaper. Same thing, offer that same offer, driving it back to the website page so they have to fill out the form. Then post a couple times a week on Facebook, driving them to that website form. Give that information out to educate patients about that specific service offering.<\/p>\n Then of course on those documents that you give out you have a mechanism for follow-up or a call to action. Which is, come in for a no obligation free whitening, or free no obligation whitening consult, or something to drive them back. That doesn\u2019t require, that doesn\u2019t have any digital tracking per se but at least it gives you a very simple close-looped mechanism for saying, \u201cOkay all my channels that I\u2019m using are working together with one cohesive message that I can track because if my whitening services go up then I know that I\u2019m making an impact. If my whitening services don\u2019t go up, then I need to change my message or I need to change my channels.\u201d<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Oh, are you saying focus all your marketing channels on one message for some period of time?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, you said give you something simple you can go do when you go back to your office tomorrow.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, yeah, that\u2019s awesome. So are you saying, for me to take the whitening, for example, are you saying my unique value proposition is not whitening, but this is a particular campaign, right?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yes.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 And I would have the whitening carry through all of my channels and then\u2014I mean carry all these steps that you\u2019re saying through with just the whitening. Then I would do it again with another, like sleep apnea? Or you know whatever something, right? Could be grinding, crunching and grinding.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 If you\u2019ve got technology like CEREC or something that you know, tooth in a day kind of program, but you use all your channels to push that campaign consistently over a period of time, because again, we\u2019re busy as people. You tell me all sorts of different communication messages and I\u2019m going to wash over it all.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I like that.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 It\u2019s got to hit me repetitively.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So how do you know when to stop talking about that subject?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You ever seen a GEICO ad?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, I\u2019ve seen lots of GEICO ads. I like the cavemen but you know whatever, they went to the pigs flying, I don\u2019t understand.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Do you have GEICO?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I don\u2019t.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Do you have a need for changing your insurance provider?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Umm, I don\u2019t think so, not right now but if I did I would probably consider GEICO, yeah.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You may or may not, but the point is do you think they\u2019re going to stop their advertising to you because you haven\u2019t made a decision yet or even if you have made a decision? No. They\u2019re never going to stop, if it\u2019s working for them and they\u2019re tracking it and they\u2019ve got a good strategic plan and a formula.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 They\u2019ll never stop it.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So we\u2019re marketing what we\u2019re offering. Okay, well that\u2019s cool. So we\u2019re picking something and we\u2019re marketing for a specific period of time. But you don\u2019t want to market like six things at one time do you?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Not unless you\u2019ve got the budget, which even the biggest of dental practices that I work with rarely have that kind of budget to have that kind of a strategic plan in mind where you\u2019re moving through multiple channels. What we do is we do what\u2019s called an editorial calendar. We say, \u201cOkay we know the times of the year that patients are most likely to be thinking about certain things,\u201d like whitening is pretty obvious.<\/p>\n It\u2019s like, okay, in the fall when they\u2019re getting married or in the spring when the sun is coming out. Okay, so that\u2019s not rocket science. So you run your campaign for whitening during that time of the season. Then you schedule, pick four, don\u2019t try to over complicate it especially if you are new to figuring out your value proposition and your strategy for marketing. Because you also have to realize you\u2019ve got a team to train. They\u2019ve got to know what\u2019s going on so they can help support the campaign. We haven\u2019t even touched on the other components.<\/p>\n So break it out by quarter. Pick four topics that you really want to focus on that tie back to your value proposition. What you\u2019re passionate about, what you can make money at, and what you can be the best at. Then run those campaigns based on, it all ties back to budget and timing and frequency, which we said gets a little complicated. But basically set your budget, track your result, and then monitor from there and decide. You can always increase.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Cool, okay so are you saying, when I think of my unique value proposition it\u2019s pretty, it\u2019s been pretty consistent. I\u2019ve been in practice almost 20 years.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yep.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I know who I am, I know what I do, I know what I am good at, my team is pretty clear who we are. But is that what my unique value proposition is or are you saying, then the campaigns are like underneath that? We\u2019re always speaking our unique value proposition but we\u2019re speaking it about the whitening, we\u2019re speaking about the\u2014or are you saying that our unique value proposition changes? That is the thing that we choose four times a year?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Your unique value proposition is something that you stand behind without compromise.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 So you said you know who you are. You have been doing this for a long time. You know what your values are. So I\u2019m going to ask you a tough question. Let\u2019s go through the exercise.<\/p>\n So I\u2019m riding up an elevator with you and I say to you and we were buddies in college, and I say, \u201cHey Allison, how are you? What are you up to?\u201d How are you going to answer that question?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 You did put me on the spot. Dang it. Why did I act so cocky? No, well I\u2019m practicing dentistry. My favorite thing is to do things that change people\u2019s lives. I really enjoy seeing people who have problems with their smile or health problems with their mouth and helping them change their life, change the way they look, change the way they feel. Stuff like that, really significant. I like doing significant dentistry that people walk out and they\u2019re like, \u201cYeah, you changed my life.\u201d So yeah, I don\u2019t really know what I would say but that\u2019s what I like to do.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 That\u2019s your elevator pitch, right?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, but I don\u2019t really have\u2014I could develop one if you gave me more time.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 No, I mean so that\u2019s a good basic elevator pitch. It\u2019s like, okay I want to change people\u2019s lives through dentistry and I do that in various ways. I tailor my dentistry services based on some key things that my patients need. First, we look at their health. Second, we look at their wants or their desires. Third, we look at their financial situation.<\/p>\n One is we really want to take care of their health first, second is we want to help them with their desires, and then third we put a budget in place to make that happen. So there\u2019s your elevator pitch, changing people\u2019s lives, doing it this way.<\/p>\n Now the question is, can every one of your team members communicate that value proposition in virtually the same way? I\u2019m not saying they can\u2019t but I\u2019m just asking that question because that\u2014and then does your website communicate? Let\u2019s go to your website. What\u2019s your website address?<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Oh my gosh, I don\u2019t know if my website does or not. Just go to www.AllisonWatts.com.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 AllisonWattsDDS.com.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 DDS.com<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I think it does actually. I know my story is in there about…<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cWe love changing smiles and lives. It\u2019s our greatest reward.\u201d<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 There you go.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cWe are passionate about providing comprehensive…\u201d See? So you\u2019ve already created some consistency there.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Woo-hoo.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u201cThank you for visiting our website. If you are looking for an experienced, highly-trained cosmetic and fine restorative dentist, it\u2019s our pleasure and privilege to invite you to choose our office as your new dental home.\u201d That\u2019s very well written.<\/p>\n \u201cDr. Watts combines the keen eye and gifted hands of an artist,\u201d this is one of the best websites I\u2019ve read, quite honestly because you\u2019re focusing on what? Your skill as it relates to providing an outcome to the patient. But you started it with your value proposition. Now if you\u2019re not doing things in the office beyond clinical, I understand you\u2019re doing it clinically because that\u2019s what you love to do and that\u2019s your passion.<\/p>\n But look around the office, look around your communications, and look at every aspect and ask yourself, can we, are we, how are we changing smiles and lives every single day? Not just through dentistry clinically, but the experience in the office. And how can we move that communication from just our personal passion out into telling our story through these channels we\u2019ve talked about?<\/p>\n So every piece of communication, weather it\u2019s on whitening or on restorative dentistry, or any of these things. Even though whitening ads should say we start with, \u201cWe love changing smiles and lives. It\u2019s our greatest reward here at Allison Watts DDS,\u201d or however you say your name, your practice name. \u201cTherefore we\u2019ve created a whitening program that will\u201d blah, blah, blah. So you start that proposition with every aspect of your communication. That\u2019s what I was saying and you’re actually doing it and not giving yourself credit for it because you got nervous when I asked you that question.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 I did get nervous. Then I got really nervous because you said you wanted to look at my website. I was like, \u201cOh no, I hope it\u2019s on there.\u201d Anyway, I do have a question. There\u2019s somebody with their hand raised. Are we good to answer a question?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, sure.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay, now it\u2019s open.<\/p>\n Kate:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Now it\u2019s a little delayed. My answer was [makes laughing noise] because I heard you go on the spot so I was making fun of you. But that one is delayed now. But I did want to mention to the speaker that I am in Renton, just outside Bellevue, hello.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Hello.<\/p>\n Kate:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 As side job as a hygienist, I\u2019ve got like three different things going on. One is a cutting-edge collaborative practice that I\u2019m trying to get into the hospitals with and then synergy effect out to local dentists. But I wanted to see if after we\u2019re all done if you could mail me some of your business cards because I\u2019m going to be going out and doing lunch and learns to various offices and I run into a lot of dentist struggling with this. And I\u2019m really into social media and most of them don\u2019t even still use it. So I just thought you know as a way I\u2019d love to hand out your cards for anybody struggling.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Thank you very much. I\u2019d love to align with you and help you as well. We\u2019re in it together. We\u2019re all trying to\u2014I mean, my personal passion is to, as I kind of alluded to in the call, to help dentist better understand their value propositions and tell their stories in a unique way. Because I believe the more that we can as dentists and practitioners, and well I\u2019m not a dentist, but in the industry, tell the story in a unique way, the less reliant the patients will be on insurance and they will start to more understand the value of what we\u2019re providing them. That\u2019s my passion.<\/p>\n I think dentists get scared and fearful about where they\u2019re going with regard to the changes in the insurance industry and so forth and all the other challenges. They\u2019re missing the big picture which is, and this relates back to the leadership component of this which is, why this marketing component directs right back to leadership. Which is, drive your business through understanding your value proposition and communicate it well. So I would love to talk to you. I\u2019m assuming that you have direct contact with Allison, so maybe we can share emails together and connect up and I\u2019ll come visit you.<\/p>\n Kate:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay, and I already went to your website because I was looking at it while you guys were talking. What I can do too is just contact you on a different day and then give you my mailing address. Because I would, there are several doctors I actually know that are struggling. But you know when you try to pitch to them about somebody, you know that they’re used to hearing so many marketing sales pitches that they’re really not interested.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 They\u2019ve been soured by it.<\/p>\n Kate:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 They have. And I like your kind of no BS attitude about it. I don\u2019t know, I just thought at least maybe I could conjure up some communication because some, they\u2019re really suffering. At least I can mention that I had Allison\u2019s class and you\u2019re local. I didn\u2019t even know you were local until you, I knew by you saying Seattle, the Seattle map, so I looked you up. But anyway, I\u2019ll call you a different day, but I just wanted to let you know that because I would love to help them through you because they\u2019re just really suffering.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Well, thank you. I hope that means you\u2019re getting some value from this call because that\u2019s always the goal. So love to collaborate with you in the future. My email by the way is just Korey@LegWorkPRM, which stands for patient relationship marketing.com. Korey@legworkprm.com. So contact me anytime.<\/p>\n Kate:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Thank you.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Thanks, Kate. So Korey, I think we can close just because I want to be respectful of everybody\u2019s time.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 There was something when she was talking that popped in my head that I wanted to say. Oh, I think it was just, do you think most dentist know the value of what they do and believe in the value of what they do? Do you help dentists figure out\u2014is your value proposition sort of an exercise that you do? That is, I think it could be either\/or but like figuring out your vision, your mission going through your values, your goals? I love that kind of stuff.<\/p>\n I don\u2019t even want to call it strategic planning but is it an exercise that you do with them? Or do you really sit and help them feel like in their heart the value of what they do for people? Because I think that is part of the challenge that maybe Kate is speaking to, is not only do we, I mean we don\u2019t have the time to be doing all of this ourselves, that we don\u2019t really understand it or whatever. But I think a lot of us don\u2019t even really understand how valuable what we do is to people.<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Does that make sense?<\/p>\n Korey:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Yeah, and I think the short answer is there\u2019s a little bit of a crossover between branding and your business and understanding your business proposition and then the interpersonal leadership and coaching, which I think falls a little more into Mark\u2019s category and the Growth into Greatness. Because that\u2019s why his alignment with me, and me with him, has been so beneficial. Because you know I love that part, but quite frankly, there\u2019s a place where it becomes, it\u2019s a little bit out of my expertise level.<\/p>\n I think the brand camp is the closest thing that I come to as far as understanding who you are from a marketing perspective. But then there\u2019s the whole like personal goal side and understanding your business from a numbers perspective. And there\u2019s that whole piece that really falls I think more into Mark\u2019s category than mine. But I think together that\u2019s why we started to work together well because we both see that.<\/p>\n Ultimately, that\u2019s our goal, is to help dentists find what it is they\u2019re so passionate\u2014or you know reinvigorate their passion for what they do and help them remember it. Then more my side is how to get patients to see that. So I can help a little bit but Mark crosses over there a little bit.<\/p>\n Allison:\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Okay, that makes sense. Yeah, yeah, that was very clearly answered. Okay, well I know we need to end here but I have, I feel like I have still questions, so I will get in touch with you.<\/p>\n If any of you guys have specific questions for Korey, please he\u2019s given his email out, so he\u2019s obviously saying he\u2019s willing.<\/p>\n Thanks for listening to Practicing with the Masters<\/em> for dentists, with your host, Dr. Allison Watts. For more about how Allison Watts and Transformational Practices can help you create a successful and fulfilling practice and life, visit transformationalpractices.com<\/a>.<\/p>\n <\/div> <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" On this episode, I am excited to welcome Korey Korfiatis. Korey is the co-founder and CEO of Legwork Software and president of O\u2019Keefe Korfiatis consulting group. He has worked for over a decade strategizing, designing and promoting award-winning brands for dental practices across the nation. Korey is known for his writing and speaking, as well […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[303],"tags":[309,305,304,307],"yoast_head":"\n![\"Allison's-Button\"](\"https:\/\/res.cloudinary.com\/transformational-practices-llc\/images\/f_auto,q_auto\/v1587010383\/Allisons-Button\/Allisons-Button.jpg?_i=AA)
<\/a><\/p>\nCreating Your Brand with Korey Korfiatis<\/h3>\n
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