WEBVTT 00:00:00.000 --> 00:00:02.240 What if you can do the kind of dentistry that 00:00:02.240 --> 00:00:05.259 you want to do? You can see the kind of patients 00:00:05.259 --> 00:00:08.019 that you want to see and you do the type of treatment 00:00:08.019 --> 00:00:10.800 that you want to do in an office that you love 00:00:10.800 --> 00:00:14.960 with a team that you enjoy working with. To Dr. 00:00:15.019 --> 00:00:18.960 Paul Henny, all of this is intentional and purposeful 00:00:18.960 --> 00:00:22.679 and it will help you get more joy out of dentistry. 00:00:23.539 --> 00:00:26.219 Welcome to Bite Size Dental Marketing. Today 00:00:26.219 --> 00:00:29.690 we are talking... to someone special, Dr. Paul 00:00:29.690 --> 00:00:32.530 Henny, a dentist with over 30 years of experience 00:00:32.530 --> 00:00:36.090 and a deep focus on relationship -driven care 00:00:36.090 --> 00:00:39.590 and behavioral dentistry. He's worked with thousands 00:00:39.590 --> 00:00:41.990 of practices blending clinical expertise and 00:00:41.990 --> 00:00:45.289 behavioral dentistry to create a patient -centered 00:00:45.289 --> 00:00:49.049 environment where all those involved love the 00:00:49.049 --> 00:00:52.009 dentistry that's being done. In this episode, 00:00:52.130 --> 00:00:54.810 Dr. Henny shares how everything is part of the 00:00:54.810 --> 00:00:56.969 patient journey, from the marketing that you're 00:00:56.969 --> 00:00:59.390 doing to the team and how they interact with 00:00:59.390 --> 00:01:02.250 the patients and how this impacts long -term 00:01:02.250 --> 00:01:08.370 trust and treatment acceptance. Enjoy. I would 00:01:08.370 --> 00:01:12.349 love for you to just start by telling us your 00:01:12.349 --> 00:01:15.049 story of how you got into this and what led you 00:01:15.049 --> 00:01:17.349 down this path. And thank you again so much for 00:01:17.349 --> 00:01:20.400 being here with us today. Well, thank you for 00:01:20.400 --> 00:01:24.620 having me. I am the son of a dentist and several 00:01:24.620 --> 00:01:27.200 dentists in my family, including my brother and 00:01:27.200 --> 00:01:31.140 my uncle and my father. And as a result, I kind 00:01:31.140 --> 00:01:34.760 of went to dental school. It was sort of an idealized 00:01:34.760 --> 00:01:39.500 version of what dentistry was. So dental school, 00:01:39.700 --> 00:01:42.239 as everybody knows, is pretty reductionistic 00:01:42.239 --> 00:01:45.879 and patients are there usually for... at the 00:01:45.879 --> 00:01:47.939 dental school for treatment for financial reasons. 00:01:48.079 --> 00:01:52.159 And it's not a very good example of real world, 00:01:52.239 --> 00:01:55.879 what happens in real world of dentistry. So when 00:01:55.879 --> 00:01:59.579 I got out of dental school and got into associate 00:01:59.579 --> 00:02:03.840 positions and so forth, I was immediately impacted 00:02:03.840 --> 00:02:07.280 by the struggle in the area of communication 00:02:07.280 --> 00:02:11.080 and how difficult it was to get people to proceed 00:02:11.080 --> 00:02:15.310 towards. proper care after I've diagnosed things 00:02:15.310 --> 00:02:20.830 and recommended things. And I struggled with 00:02:20.830 --> 00:02:23.830 that for a few years. I was concurrently teaching 00:02:23.830 --> 00:02:26.409 at the University of Kentucky Dental School as 00:02:26.409 --> 00:02:29.169 well, and I was enjoying teaching, but my private 00:02:29.169 --> 00:02:33.289 practice experience was not all that fun. It's 00:02:33.289 --> 00:02:34.990 not fun, as everybody knows, it's not fun to 00:02:34.990 --> 00:02:36.729 work with people who really don't want to be 00:02:36.729 --> 00:02:40.129 there or really don't want to take your recommendations. 00:02:41.240 --> 00:02:45.819 in full or seriously. And so it's kind of a struggle. 00:02:45.840 --> 00:02:49.060 It's a battle of wills. And I didn't really enjoy 00:02:49.060 --> 00:02:51.979 that. I really thought that with my training 00:02:51.979 --> 00:02:55.319 and professional degree and whatnot, that people 00:02:55.319 --> 00:02:59.139 would treat me more maybe like a physician would 00:02:59.139 --> 00:03:02.139 be treated. They would just, you know, take your 00:03:02.139 --> 00:03:04.319 diagnosis and take your recommendations. But 00:03:04.319 --> 00:03:07.199 there's a lot more psychology involved in dentistry, 00:03:07.259 --> 00:03:12.909 as I learned very quickly. I, it was reaching 00:03:12.909 --> 00:03:16.129 a point where I almost was very seriously thinking 00:03:16.129 --> 00:03:18.289 about leaving dentistry. I'd gotten involved 00:03:18.289 --> 00:03:21.770 in a side business. I'd opened up a gourmet kitchen 00:03:21.770 --> 00:03:26.090 shop with a financial partner and we were having 00:03:26.090 --> 00:03:28.090 a lot of success with it and having a lot of 00:03:28.090 --> 00:03:33.610 fun. And I seriously was thinking about leaving 00:03:33.610 --> 00:03:36.949 dentistry. Fortunately, at that time, I ran into 00:03:36.949 --> 00:03:39.129 somebody that had trained at the Panky Institute. 00:03:39.840 --> 00:03:43.400 which is a postgraduate training program here 00:03:43.400 --> 00:03:46.800 in the States that teaches restorative dentistry 00:03:46.800 --> 00:03:49.259 as well as what I would call behavioral dentistry. 00:03:49.460 --> 00:03:52.439 And I was able to see a practice, a restorative 00:03:52.439 --> 00:03:55.599 practice of a dentist who is doing basically 00:03:55.599 --> 00:03:58.360 full mouth rehabilitations, aesthetic dentistry, 00:03:58.439 --> 00:04:04.759 very advanced things. a waiting room of patients 00:04:04.759 --> 00:04:07.560 who wanted to be there. It was all fee -for -service. 00:04:07.659 --> 00:04:10.219 There was no insurance involved with it. And 00:04:10.219 --> 00:04:14.120 it was a complete paradigm buster for me. I was 00:04:14.120 --> 00:04:16.579 exposed to dentistry being practiced in a way 00:04:16.579 --> 00:04:21.680 that I didn't even know existed. And I went on 00:04:21.680 --> 00:04:24.399 to meet some other people, a very advanced level 00:04:24.399 --> 00:04:29.399 orthodontist, who is doing maxillofacial development 00:04:29.399 --> 00:04:34.319 in young children and teens. to help their midface 00:04:34.319 --> 00:04:38.079 grow and avoid breathing problems later and extensive 00:04:38.079 --> 00:04:41.639 braces later. So all these things happened to 00:04:41.639 --> 00:04:46.660 me in the mid to late 1980s, and it put the thought 00:04:46.660 --> 00:04:49.939 in my mind that I could actually practice dentistry 00:04:49.939 --> 00:04:54.660 in a different way, work with patients in a more 00:04:54.660 --> 00:04:57.560 relationship -driven way, work with people in 00:04:57.560 --> 00:05:00.759 a more comprehensive way, and in a more health 00:05:00.759 --> 00:05:03.829 -centered way. So that put me on the trail of 00:05:03.829 --> 00:05:06.129 a lot of studies at the Pankey Institute and 00:05:06.129 --> 00:05:09.769 many other places as well to develop my clinical 00:05:09.769 --> 00:05:12.470 skill set to be able to function in that world. 00:05:12.529 --> 00:05:14.930 I certainly didn't exit dental school with that 00:05:14.930 --> 00:05:19.829 skill set. So the common barrier that dentists 00:05:19.829 --> 00:05:23.069 will be confronted with roughly about that time 00:05:23.069 --> 00:05:27.310 after they've gone to advanced education programs, 00:05:27.370 --> 00:05:30.670 and that would be like Spear here or Kois here 00:05:30.670 --> 00:05:35.149 or Panky Institute here or other places, is that 00:05:35.149 --> 00:05:38.850 their skill set rises up, but their patient acceptance 00:05:38.850 --> 00:05:42.949 rate of what they want to do does not follow 00:05:42.949 --> 00:05:46.850 that up. So it leads to another level of frustration. 00:05:46.910 --> 00:05:50.389 They see more, they can do more, but the patients 00:05:50.389 --> 00:05:55.699 are not accepting what the dentist wants. want 00:05:55.699 --> 00:05:57.480 to do for them. So they're kind of back to where 00:05:57.480 --> 00:06:01.120 they were again, the same frustration. And that's 00:06:01.120 --> 00:06:04.420 where developing the kind of what I would call 00:06:04.420 --> 00:06:08.060 behavioral dentistry comes into play, understanding 00:06:08.060 --> 00:06:10.800 how to work with people in more effective ways, 00:06:11.000 --> 00:06:14.060 how to establish what I would call collaborative 00:06:14.060 --> 00:06:17.000 relationships with patients, goal -oriented relationships 00:06:17.000 --> 00:06:20.860 with patients so that they're not doing it for 00:06:20.860 --> 00:06:23.379 me because I think it's what they need to do. 00:06:23.439 --> 00:06:25.769 They're doing it for themselves. We've got to 00:06:25.769 --> 00:06:28.410 be clear about who it is we're even trying to 00:06:28.410 --> 00:06:32.430 market to in the beginning before we can build 00:06:32.430 --> 00:06:38.050 this strategy that begins with marketing and 00:06:38.050 --> 00:06:41.410 ends with congruent experiences over and over 00:06:41.410 --> 00:06:44.009 and over again where their first impression is 00:06:44.009 --> 00:06:47.449 confirmed. They come in, it's confirmed again. 00:06:47.730 --> 00:06:51.029 They feel heard. They feel listened to. They 00:06:51.029 --> 00:06:54.360 are offered the opportunity to participate. They 00:06:54.360 --> 00:06:56.860 engage in that. They enjoy that. We do some work 00:06:56.860 --> 00:06:59.759 together that's successful, on and on and on. 00:06:59.920 --> 00:07:03.579 So it's a chain of events that supports a deeper 00:07:03.579 --> 00:07:06.680 relationship, that builds deeper trust, and then 00:07:06.680 --> 00:07:10.420 allows them to make more sophisticated decisions 00:07:10.420 --> 00:07:13.860 in the area of dentistry. Dentists that are just 00:07:13.860 --> 00:07:15.819 graduating and starting or building a practice, 00:07:15.899 --> 00:07:17.860 people that have had their own practice for long, 00:07:17.939 --> 00:07:19.860 people that are even thinking of being a dentist, 00:07:20.060 --> 00:07:23.100 how should they think about... This is what dental 00:07:23.100 --> 00:07:25.819 school is going to teach you, but this is what 00:07:25.819 --> 00:07:28.459 Dr. Haney wants you to understand once you go 00:07:28.459 --> 00:07:32.620 into the real world. Well, I would say, you know, 00:07:32.639 --> 00:07:35.240 dental schools, and I don't think it matters 00:07:35.240 --> 00:07:37.819 where it is in this world, dental schools don't 00:07:37.819 --> 00:07:41.100 have enough time to really help you learn very 00:07:41.100 --> 00:07:43.519 much about the behavioral side of dentistry. 00:07:43.560 --> 00:07:47.639 That's why I wrote my book, to help people become 00:07:47.639 --> 00:07:51.259 more aware of that piece of the equation. Your 00:07:51.259 --> 00:07:53.839 father practiced dentistry at a different time. 00:07:54.879 --> 00:07:57.600 It was much more slowed down. There was a lot 00:07:57.600 --> 00:08:02.220 less technology. The overhead was a lot lower. 00:08:02.399 --> 00:08:05.959 There was a lot less need to scale things up 00:08:05.959 --> 00:08:10.120 to be profitable and so forth. So he just understood 00:08:10.120 --> 00:08:12.899 from one human being to another, he understood 00:08:12.899 --> 00:08:17.629 what it takes to be effective with people. That's 00:08:17.629 --> 00:08:19.610 really not being taught in dental school. What's 00:08:19.610 --> 00:08:21.649 being taught in dental school is all the digital 00:08:21.649 --> 00:08:25.769 advancements, how to build a bigger practice, 00:08:25.829 --> 00:08:30.430 see more people, how to down delegate. So the 00:08:30.430 --> 00:08:33.590 end result of all of that is less and less contact 00:08:33.590 --> 00:08:37.789 with the doctor and the patient, just like is 00:08:37.789 --> 00:08:39.789 happening in medical offices here in the States. 00:08:40.149 --> 00:08:44.230 The average medical doctor that works in a corporate 00:08:44.230 --> 00:08:46.169 environment, and that's the vast majority of 00:08:46.169 --> 00:08:48.789 them, is only allowed seven minutes with the 00:08:48.789 --> 00:08:52.250 patient. Everything else is down delegated to 00:08:52.250 --> 00:08:55.629 a scribe or somebody else that's taking blood 00:08:55.629 --> 00:09:00.029 or whatever it is. So, you know, brief moments 00:09:00.029 --> 00:09:03.830 with patients are not enough time to impart connection, 00:09:04.090 --> 00:09:08.330 trust, or much the less any leadership role with 00:09:08.330 --> 00:09:12.009 regard to philosophy of care. So that's what's 00:09:12.009 --> 00:09:14.450 happening in dentistry. So we're at this very 00:09:14.450 --> 00:09:17.830 interesting a paradoxical moment in dentistry. 00:09:17.970 --> 00:09:22.610 We know more about root cause and prevention 00:09:22.610 --> 00:09:26.970 than we ever have, but we don't have enough time 00:09:26.970 --> 00:09:31.149 to talk to people about that, right? So we can't 00:09:31.149 --> 00:09:34.250 execute on what we know and we get stuck in this 00:09:34.250 --> 00:09:36.450 rut. And this is where dentists are so tremendously 00:09:36.450 --> 00:09:39.750 frustrated is that they can't really execute 00:09:39.750 --> 00:09:42.990 a true preventive centered mission because there 00:09:42.990 --> 00:09:48.169 isn't time for it. And so the system itself tends 00:09:48.169 --> 00:09:51.850 to be unhealthy for both doctors and patients 00:09:51.850 --> 00:09:54.730 alike. The doctors feel unfulfilled and the patients 00:09:54.730 --> 00:09:57.690 feel like they're on a conveyor belt. That's 00:09:57.690 --> 00:10:00.889 the mismatch that's happening, or at least from 00:10:00.889 --> 00:10:03.509 what I'm hearing. I know DSOs are having a big 00:10:03.509 --> 00:10:05.529 impact on this. I know there's a big fight for 00:10:05.529 --> 00:10:07.690 private dentistry and wanting to maintain the 00:10:07.690 --> 00:10:10.409 hour -long consult sessions where I get to know 00:10:10.409 --> 00:10:13.279 you and I understand you. But right now, Doc, 00:10:13.320 --> 00:10:15.120 it doesn't seem like that's where dentistry is 00:10:15.120 --> 00:10:18.960 going. It seems like, as you said, the faster 00:10:18.960 --> 00:10:22.620 the better. Or do you disagree and you think 00:10:22.620 --> 00:10:24.600 maybe there is a community that wants to bring 00:10:24.600 --> 00:10:29.440 it back to the mission that you are on? Well, 00:10:29.500 --> 00:10:31.519 I mean, the reality is that the market's been 00:10:31.519 --> 00:10:35.000 fragmenting for a long time. It's just going 00:10:35.000 --> 00:10:39.679 faster now. So this consolidation, corporatization, 00:10:39.799 --> 00:10:42.960 and now third -party money, third -party investment 00:10:42.960 --> 00:10:45.299 groups getting involved. That's kind of put it 00:10:45.299 --> 00:10:50.100 all on steroids. But there has always been a 00:10:50.100 --> 00:10:53.820 health -centered practice model within dentistry 00:10:53.820 --> 00:10:56.580 for the last 40 or more years for the dentists 00:10:56.580 --> 00:10:59.519 who understood it. And they were able to step 00:10:59.519 --> 00:11:02.559 outside of the insurance -centered, money -centered, 00:11:02.679 --> 00:11:05.759 procedure -centered philosophy and create something 00:11:05.759 --> 00:11:08.929 that's much more valuable. Certain people want, 00:11:09.090 --> 00:11:11.090 like the patient that I described to you earlier, 00:11:11.230 --> 00:11:14.470 they seek it out. They're not getting their physical 00:11:14.470 --> 00:11:17.769 or emotional or health needs properly addressed 00:11:17.769 --> 00:11:21.509 at the locations they're going to, and they're 00:11:21.509 --> 00:11:23.590 frustrated. So they're getting on the internet, 00:11:23.830 --> 00:11:25.570 they're talking to their friends, they're looking 00:11:25.570 --> 00:11:30.190 for alternatives. And people that understand, 00:11:30.370 --> 00:11:32.129 dentists that understand this business model 00:11:32.129 --> 00:11:34.929 can create a niche practice that's very, very 00:11:34.929 --> 00:11:37.649 successful and profitable. And they don't have 00:11:37.649 --> 00:11:40.750 to run around like a chicken with their head 00:11:40.750 --> 00:11:43.809 cut off all day and just collapse at the end 00:11:43.809 --> 00:11:45.889 of the day because they're physically and emotionally 00:11:45.889 --> 00:11:50.370 exhausted. And do you think right now, is it 00:11:50.370 --> 00:11:52.769 the majority of dentists that you're coming in 00:11:52.769 --> 00:11:55.730 contact with or even just the scope of what you've 00:11:55.730 --> 00:11:58.389 spoken about now that they're getting it wrong? 00:11:59.049 --> 00:12:02.149 How many dentists are thinking about it in the 00:12:02.149 --> 00:12:04.940 way? that you're saying. To me, it makes so much 00:12:04.940 --> 00:12:08.700 sense. When I was researching Dr. Barclay's work, 00:12:08.860 --> 00:12:11.059 I know that you've written on extensively the 00:12:11.059 --> 00:12:13.840 three -phase adult education development, the 00:12:13.840 --> 00:12:15.659 process, all of that. I read it and I'm like, 00:12:15.779 --> 00:12:20.159 this makes perfect sense. Of course, this is 00:12:20.159 --> 00:12:24.740 how you need to present treatment. Of course, 00:12:24.740 --> 00:12:26.620 this is how you're going to convert that patient 00:12:26.620 --> 00:12:28.919 into a long -life patient by understanding them 00:12:28.919 --> 00:12:33.570 the psychology. Is it just that it... The money 00:12:33.570 --> 00:12:35.350 is in the back of the mind? Is it that there's 00:12:35.350 --> 00:12:39.570 not enough time? What have you found are dentists 00:12:39.570 --> 00:12:42.230 and their teams struggling with in offices that 00:12:42.230 --> 00:12:44.750 they're not able to implement this even if they've 00:12:44.750 --> 00:12:48.090 wanted to? Well, in dentistry, the tail wags 00:12:48.090 --> 00:12:52.169 the dog for the most part. The insurance industry 00:12:52.169 --> 00:12:58.330 followed the money. And the vast majority of 00:12:58.330 --> 00:13:02.250 dentists are compensated through... signing contracts 00:13:02.250 --> 00:13:06.590 with insurance plans, which compensate them really 00:13:06.590 --> 00:13:10.750 at levels that are insufficient to really cover 00:13:10.750 --> 00:13:14.669 their overhead and certainly to spend any quality 00:13:14.669 --> 00:13:17.750 time with people. So anytime that you sit down 00:13:17.750 --> 00:13:19.350 with a patient for an hour, that's going to be 00:13:19.350 --> 00:13:23.629 uncompensated to a large degree. So no matter 00:13:23.629 --> 00:13:25.909 how big of a heart the dentist has, they were 00:13:25.909 --> 00:13:27.789 only going to be able to do that for so long 00:13:27.789 --> 00:13:31.100 before they give it up. And at the end of the 00:13:31.100 --> 00:13:32.860 day, they have to be profitable to be able to 00:13:32.860 --> 00:13:35.799 keep the doors open and take care of their family 00:13:35.799 --> 00:13:38.259 and appropriately pay for their staff and facility 00:13:38.259 --> 00:13:42.379 and all of that. So the way dentists are compensated 00:13:42.379 --> 00:13:46.220 for the most part is driving the business model 00:13:46.220 --> 00:13:49.840 that we see today. So it's a matter of chasing 00:13:49.840 --> 00:13:52.840 the money that's on the table and then trying 00:13:52.840 --> 00:13:57.340 to scale that up and industrialize it. And that's 00:13:57.340 --> 00:14:00.419 what I was referring to. earlier about down delegation 00:14:00.419 --> 00:14:03.960 and minimizing doctor contact with people so 00:14:03.960 --> 00:14:06.039 that the only time the doctor's really with a 00:14:06.039 --> 00:14:08.679 patient is when they're doing physical procedures 00:14:08.679 --> 00:14:12.039 that they're getting paid for. Probably in multiple 00:14:12.039 --> 00:14:14.159 rooms at the same time and they're just hopping 00:14:14.159 --> 00:14:18.179 down the row and doing only things that a doctor 00:14:18.179 --> 00:14:20.220 can do and everything else is down delegated 00:14:20.220 --> 00:14:24.299 to somebody else. And the patient may be sedated 00:14:24.299 --> 00:14:26.820 under nitrous oxide or something like that. So 00:14:26.820 --> 00:14:28.759 they didn't even know what's going on. It's not 00:14:28.759 --> 00:14:32.580 even a relationship at all. And they're not even 00:14:32.580 --> 00:14:35.580 in a conscious enough state to have an intelligent 00:14:35.580 --> 00:14:38.460 conversation about causes and effect and adjustments 00:14:38.460 --> 00:14:41.360 that can be made to avoid this the next time 00:14:41.360 --> 00:14:45.460 around or anything like that. So dentists are 00:14:45.460 --> 00:14:50.179 becoming just industrialized workers, highly 00:14:50.179 --> 00:14:52.870 skilled tradespeople. that are plugged into a 00:14:52.870 --> 00:14:55.669 corporate machine. The corporation doesn't really 00:14:55.669 --> 00:14:59.769 care whether you're there five years or not. 00:14:59.929 --> 00:15:01.789 There's somebody else that just came out of dental 00:15:01.789 --> 00:15:05.250 school that they'll plug in there. And the patients 00:15:05.250 --> 00:15:07.669 don't have a continuous relationship with any 00:15:07.669 --> 00:15:11.009 doctor. The staff is always turning over. And 00:15:11.009 --> 00:15:15.009 it's creating a lot of apprehension and unhappiness. 00:15:15.009 --> 00:15:17.889 And those situations are spinning out patients 00:15:17.889 --> 00:15:20.490 that are going, is there another alternative? 00:15:21.210 --> 00:15:23.529 This isn't working for me. I've got complicated 00:15:23.529 --> 00:15:26.710 problems that are not being addressed. And so 00:15:26.710 --> 00:15:29.429 that door is wide open. It has been for a long 00:15:29.429 --> 00:15:34.769 time, but it takes a bit of preparation to be 00:15:34.769 --> 00:15:38.389 able to be ready to receive that, to exploit 00:15:38.389 --> 00:15:40.769 that and take advantage of it and help people 00:15:40.769 --> 00:15:43.889 on a higher, more significant level. I was going 00:15:43.889 --> 00:15:45.769 to say, especially on the high -end treatments, 00:15:45.830 --> 00:15:47.909 if we start looking at full -arch cases, if we're 00:15:47.909 --> 00:15:49.889 looking at complete smile makeovers, these type 00:15:49.889 --> 00:15:53.129 of things. This is not a quick extraction. This 00:15:53.129 --> 00:15:55.529 is not a filling that I'm doing or a cleaning. 00:15:56.210 --> 00:15:59.190 I'm coming in there and I'm thinking with all 00:15:59.190 --> 00:16:02.529 of my emotions. I'm thinking with every cent 00:16:02.529 --> 00:16:04.409 that I have in my pocket because I'm about to 00:16:04.409 --> 00:16:08.250 drop $30 ,000, $40 ,000 to spend on this. And 00:16:08.250 --> 00:16:12.649 it needs to be the right person. And this is 00:16:12.649 --> 00:16:15.750 a good segue, I guess, into let's say I come 00:16:15.750 --> 00:16:19.950 to you and I say, Dr. Annie. I've listened to 00:16:19.950 --> 00:16:22.889 this podcast. I'm a dentist and you're right. 00:16:23.009 --> 00:16:24.950 What you're saying makes perfect sense. I want 00:16:24.950 --> 00:16:26.970 to turn things around. I want to work against 00:16:26.970 --> 00:16:29.429 this corporate dentistry style and I want to 00:16:29.429 --> 00:16:31.750 figure out a way to be able to sell this high 00:16:31.750 --> 00:16:35.710 treatment. When we go into the three -phase adult 00:16:35.710 --> 00:16:39.690 education process and all of that, can you share 00:16:39.690 --> 00:16:43.830 with our listeners that concept and what it means 00:16:43.830 --> 00:16:47.899 to you and how that's a great step into... really 00:16:47.899 --> 00:16:50.100 getting to a place where we are storytellers 00:16:50.100 --> 00:16:52.440 and we are tapping into the emotions and the 00:16:52.440 --> 00:16:56.240 psychology of our patients. Well, it really comes 00:16:56.240 --> 00:17:00.460 down to individualizing the new patient experience 00:17:00.460 --> 00:17:05.000 for each person beginning where they're at and 00:17:05.000 --> 00:17:08.859 what they believe about where they're at. And 00:17:08.859 --> 00:17:11.299 most people know very little about where they're 00:17:11.299 --> 00:17:14.920 at as far as dental health goes. or the way things 00:17:14.920 --> 00:17:18.259 are trending. So most people come to us with 00:17:18.259 --> 00:17:22.599 a very low IQ, if you want to use the word, about 00:17:22.599 --> 00:17:25.519 where they are or where they're going to end 00:17:25.519 --> 00:17:29.200 up if they don't make significant changes. And 00:17:29.200 --> 00:17:32.299 so traditionally, dentists are taught to just 00:17:32.299 --> 00:17:35.519 bring them in, examine them, create a list of 00:17:35.519 --> 00:17:39.240 problems, and then delegate somebody on their 00:17:39.240 --> 00:17:43.660 team to give them the list. close the sale, if 00:17:43.660 --> 00:17:46.319 you will. And then they get frustrated that only 00:17:46.319 --> 00:17:49.220 40 % of the people want to do the whole thing 00:17:49.220 --> 00:17:52.299 or want to argue about this or that or only do 00:17:52.299 --> 00:17:57.700 what their insurance covers. And it's very backwards 00:17:57.700 --> 00:18:01.759 in terms of how people learn, how people make 00:18:01.759 --> 00:18:05.759 decisions, how the mind works, all that. In other 00:18:05.759 --> 00:18:08.640 words, in dental school, we are not taught how 00:18:08.640 --> 00:18:12.420 to make. sophisticated sales in dentistry when 00:18:12.420 --> 00:18:15.440 you get involved in full mouth rehabilitations 00:18:15.440 --> 00:18:19.220 and things like that my definition of beauty 00:18:19.220 --> 00:18:23.099 or attractiveness might be very different than 00:18:23.099 --> 00:18:26.680 yours or somebody else's or why i feel a certain 00:18:26.680 --> 00:18:29.859 way about something is very important because 00:18:29.859 --> 00:18:33.619 those are all motivators some people come in 00:18:33.619 --> 00:18:37.099 because there's their spouse for instance has 00:18:37.099 --> 00:18:39.180 been prompting them to do something about their 00:18:39.180 --> 00:18:41.500 smile when, in fact, and this is common with 00:18:41.500 --> 00:18:47.160 males, the female spouse might be pushing them 00:18:47.160 --> 00:18:48.759 to do something about the appearance of their 00:18:48.759 --> 00:18:51.240 teeth because they look horrible in photographs 00:18:51.240 --> 00:18:53.839 every time they go to a big black tie event or 00:18:53.839 --> 00:18:56.819 something. And the guy doesn't care. Males tend 00:18:56.819 --> 00:19:00.079 to be a lot more focused on function and longevity 00:19:00.079 --> 00:19:02.119 and things like that. I want to be able to eat 00:19:02.119 --> 00:19:05.950 what I want to eat. I just, you know, I just 00:19:05.950 --> 00:19:08.009 want to be able to keep my teeth my whole life 00:19:08.009 --> 00:19:09.690 and I want to be able to eat what I want to eat. 00:19:09.789 --> 00:19:12.750 How they look, that's kind of down farther on 00:19:12.750 --> 00:19:16.150 the scale of importance to me. Where with majority 00:19:16.150 --> 00:19:19.390 of women, how their teeth looks is a lot more 00:19:19.390 --> 00:19:21.250 important because they pay attention to everything. 00:19:21.769 --> 00:19:25.490 How every morning they're looking at their face 00:19:25.490 --> 00:19:28.869 in a magnified mirror, every detail, they know 00:19:28.869 --> 00:19:31.750 every detail about their appearance on down to 00:19:31.750 --> 00:19:34.599 what they're wearing that day. and how they smell 00:19:34.599 --> 00:19:38.480 that day. Men aren't in that space very much. 00:19:39.200 --> 00:19:43.759 So it's important to understand what their motivations 00:19:43.759 --> 00:19:46.579 are, what the thought is in their mind that's 00:19:46.579 --> 00:19:50.160 brought them to you that day. It might just be 00:19:50.160 --> 00:19:52.500 fear. It might be fear that they're going to 00:19:52.500 --> 00:19:55.240 lose their teeth. It might be that they have 00:19:55.240 --> 00:19:58.019 a friend that had their mouth restored and they 00:19:58.019 --> 00:20:02.259 now want to do something similar to that. It's 00:20:02.259 --> 00:20:04.920 all kinds of... possibilities but you're never 00:20:04.920 --> 00:20:07.559 going to know until you develop a relationship 00:20:07.559 --> 00:20:11.279 that's open and honest with the person and that 00:20:11.279 --> 00:20:13.359 you're not bringing a lot of judgment into it 00:20:13.359 --> 00:20:15.220 you're just having conversations with people 00:20:15.220 --> 00:20:20.240 about what their dental health future could look 00:20:20.240 --> 00:20:24.299 like and then as things progress now there are 00:20:24.299 --> 00:20:28.059 all kinds of oral systemic connections we know 00:20:28.059 --> 00:20:30.079 now that taking care of the mouth the health 00:20:30.079 --> 00:20:32.960 of the mouth affects entire body. So there's 00:20:32.960 --> 00:20:36.039 a whole nother new lane that's opened up that 00:20:36.039 --> 00:20:38.500 creates a different kind of relationship or an 00:20:38.500 --> 00:20:40.640 expanded relationship with patients as well. 00:20:40.920 --> 00:20:44.380 But you've got to know each person on a deeper 00:20:44.380 --> 00:20:46.700 level so that you can work together as a team. 00:20:46.839 --> 00:20:50.140 If they've got complicated problems, that work 00:20:50.140 --> 00:20:52.519 has got to be done in a highly coordinated fashion. 00:20:52.720 --> 00:20:55.559 And it can't be centered around money on the 00:20:55.559 --> 00:20:58.000 front end. It's got to be centered around what's 00:20:58.000 --> 00:21:01.039 their vision for an optimal outcome for them. 00:21:01.500 --> 00:21:07.359 And what kind of timetable is that on? So it's 00:21:07.359 --> 00:21:09.539 a matter of creating a unique experience for 00:21:09.539 --> 00:21:12.779 each person. So that's what three -phase adult 00:21:12.779 --> 00:21:17.099 education is. First, learning together. Co -discovery 00:21:17.099 --> 00:21:21.200 means learning with. So you structure your examination 00:21:21.200 --> 00:21:25.480 process in a way that you slow down and share 00:21:25.480 --> 00:21:28.789 the findings with the person at the time. that 00:21:28.789 --> 00:21:31.329 you're examining them and you can use your control 00:21:31.329 --> 00:21:34.450 cameras and other means to do that, photography. 00:21:36.390 --> 00:21:39.730 And then you just share that information with 00:21:39.730 --> 00:21:43.190 them and open up the conversation for questions 00:21:43.190 --> 00:21:46.269 and thoughts. And then you take a leadership 00:21:46.269 --> 00:21:49.190 role and share with them your thoughts about 00:21:49.190 --> 00:21:51.029 how things are trending and what you've seen 00:21:51.029 --> 00:21:54.170 happen in other people in that situation over 00:21:54.170 --> 00:21:56.269 time with and without treatment and how they 00:21:56.269 --> 00:21:59.549 feel about it. Both of those possibilities. And 00:21:59.549 --> 00:22:02.009 if they show an indication towards maybe restoration 00:22:02.009 --> 00:22:05.809 versus repair, then you can show them examples 00:22:05.809 --> 00:22:09.089 of what that might look like. You can even have 00:22:09.089 --> 00:22:11.950 them call patients of yours that have done that 00:22:11.950 --> 00:22:14.809 to get an opinion of how they feel about it now. 00:22:17.029 --> 00:22:20.410 You're the guide in the journey through it all. 00:22:20.430 --> 00:22:24.349 They're the hero. Yes. Another way to think about 00:22:24.349 --> 00:22:27.029 it is the clinical findings are only relevant 00:22:27.029 --> 00:22:31.430 to the person if they're related to a goal that 00:22:31.430 --> 00:22:35.569 they have or not. You know, a cracked tooth is 00:22:35.569 --> 00:22:38.609 going to mean something different from one person 00:22:38.609 --> 00:22:41.509 to the other. The person that's absolutely dead 00:22:41.509 --> 00:22:43.990 set on keeping their teeth for the rest of their 00:22:43.990 --> 00:22:46.509 life is going to react to that finding a lot 00:22:46.509 --> 00:22:49.390 differently than a person that, eh, they're kind 00:22:49.390 --> 00:22:51.430 of so -so about whether or not they want to keep 00:22:51.430 --> 00:22:54.700 their teeth. They see all these ads on TV about 00:22:54.700 --> 00:22:57.339 just having all their teeth taken out and having 00:22:57.339 --> 00:22:59.880 a hybrid prosthesis put in there. And they're 00:22:59.880 --> 00:23:02.480 thinking that, oh, that's the way to go. Natural 00:23:02.480 --> 00:23:05.059 teeth are just a pain in the neck and I don't 00:23:05.059 --> 00:23:07.539 want to do that anyways. Oftentimes what I will 00:23:07.539 --> 00:23:10.019 say to patients is, you know, it really doesn't 00:23:10.019 --> 00:23:12.180 matter what you decide to do. It doesn't affect 00:23:12.180 --> 00:23:15.160 me very much what you decide to do. But what 00:23:15.160 --> 00:23:17.839 I want you to do is whatever decision you make 00:23:17.839 --> 00:23:20.279 and whatever we decide to do together, I want 00:23:20.279 --> 00:23:22.960 you to be able to look back on it. 10 years from 00:23:22.960 --> 00:23:24.819 now and say, I'm glad I did that. That was a 00:23:24.819 --> 00:23:26.440 good decision. That was one of the best decisions 00:23:26.440 --> 00:23:30.259 I've ever made. So I see myself in the beginning 00:23:30.259 --> 00:23:34.200 as kind of like a tour guide, as you said. And 00:23:34.200 --> 00:23:36.640 as being a tour guide, we're kind of building 00:23:36.640 --> 00:23:39.579 up trust and honesty in the relationship. And 00:23:39.579 --> 00:23:43.160 from there, once they show interest in making 00:23:43.160 --> 00:23:45.680 some corrections or improvement, then I can assume 00:23:45.680 --> 00:23:48.539 more of a put on a different hat and assume more 00:23:48.539 --> 00:23:51.750 of a leadership role. And then at the end of 00:23:51.750 --> 00:23:55.329 the day, I am the executor of it. I am the carpenter. 00:23:56.009 --> 00:24:03.490 So I'm the surveyor. I'm the architect. At the 00:24:03.490 --> 00:24:06.009 end of the day, I'm also the general contractor. 00:24:06.509 --> 00:24:12.069 And so I'm putting on different hacks as I proceed 00:24:12.069 --> 00:24:15.049 through the relationship as it evolves. And where 00:24:15.049 --> 00:24:17.369 dentists get in trouble is they proceed into 00:24:17.369 --> 00:24:19.809 the treatment aspect of the relationship too 00:24:19.809 --> 00:24:23.349 quickly, particularly if their situation is complicated. 00:24:23.930 --> 00:24:26.769 And they take the problems away from the person 00:24:26.769 --> 00:24:29.509 rather than allowing them to own it and struggle 00:24:29.509 --> 00:24:32.609 with it a little bit and participate in the solutions. 00:24:33.190 --> 00:24:37.009 Because dentistry has become very easy to do 00:24:37.009 --> 00:24:40.390 very, very fast now with milling machines and 00:24:40.390 --> 00:24:42.509 scanners and all of these things. It's become 00:24:42.509 --> 00:24:44.730 very easy to deliver care very, very quickly. 00:24:44.890 --> 00:24:47.990 You can take a problem away from a patient and 00:24:47.990 --> 00:24:50.349 give them to them and treat them in a very reductionistic 00:24:50.349 --> 00:24:53.309 way. They have learned nothing about it. They'll 00:24:53.309 --> 00:24:55.289 end up back in your office in a couple of years 00:24:55.289 --> 00:24:56.990 with another tooth. Yeah, their perspective of 00:24:56.990 --> 00:25:00.769 the problem has not matured at all. This comes 00:25:00.769 --> 00:25:02.509 down to what's our purpose at the end of the 00:25:02.509 --> 00:25:05.329 day. Is our purpose just to make as much money 00:25:05.329 --> 00:25:08.190 as we can as fast as possible? Or do we have 00:25:08.190 --> 00:25:12.119 a higher purpose than that? see our job as being 00:25:12.119 --> 00:25:15.700 educators and leaders and facilitating health. 00:25:16.519 --> 00:25:19.119 I love that you're saying that. There's two things 00:25:19.119 --> 00:25:25.160 I want to come back to. The first is, it's okay 00:25:25.160 --> 00:25:28.240 if you want to make money as a dentist. Of course 00:25:28.240 --> 00:25:30.519 you do. It makes perfect sense. There's some 00:25:30.519 --> 00:25:32.240 people that's only in it for the money and there's 00:25:32.240 --> 00:25:34.740 some people that just has a heart and there's 00:25:34.740 --> 00:25:37.480 a subset of you're making a lot of money because 00:25:37.480 --> 00:25:41.059 you're doing a good job. And that to me, I feel 00:25:41.059 --> 00:25:43.400 is more fulfilling in dentistry. If I look at 00:25:43.400 --> 00:25:45.920 my dad's journey over the last three decades, 00:25:46.140 --> 00:25:49.339 and from what you've shared with me too, is there 00:25:49.339 --> 00:25:51.779 not an argument to be made that if you approach 00:25:51.779 --> 00:25:53.720 dentistry in the way that you're saying now, 00:25:53.859 --> 00:25:55.940 and you really put that time in to make it better, 00:25:55.960 --> 00:25:58.359 that ultimately more money will come in than 00:25:58.359 --> 00:26:01.819 if you do this plug and play type of cheap dentistry 00:26:01.819 --> 00:26:05.759 and people just don't return? But pursuing the 00:26:05.759 --> 00:26:08.039 heart of dentistry and what it was meant to be, 00:26:08.140 --> 00:26:11.279 in my mind, ultimately will get you those big 00:26:11.279 --> 00:26:13.940 production cases. It will get people to trust 00:26:13.940 --> 00:26:15.720 you, to come back, to bring their family, to 00:26:15.720 --> 00:26:17.220 bring their friends, which means that it's a 00:26:17.220 --> 00:26:19.640 self -fulfilling prophecy at the end of the day. 00:26:19.700 --> 00:26:22.920 Do you agree with that? Yeah, I absolutely agree 00:26:22.920 --> 00:26:27.819 with that. You can go for the low -hanging fruit, 00:26:27.940 --> 00:26:31.529 so to speak. that's covered on people's insurance 00:26:31.529 --> 00:26:34.410 and scale it up and try to do that as fast as 00:26:34.410 --> 00:26:39.390 possible and run around all day long until you're 00:26:39.390 --> 00:26:41.210 about ready to collapse at the end of the day. 00:26:42.369 --> 00:26:47.470 Or you can work with fewer people more effectively, 00:26:47.710 --> 00:26:51.910 bigger treatment plans, more production per hour 00:26:51.910 --> 00:26:54.349 and work fewer days per week and make more money. 00:26:54.859 --> 00:26:57.079 It requires a different mindset, a different 00:26:57.079 --> 00:26:59.339 practice structure, a different approach to the 00:26:59.339 --> 00:27:02.400 way you come to know people and work with them 00:27:02.400 --> 00:27:04.680 over time. It requires a different marketing 00:27:04.680 --> 00:27:07.039 strategy, entirely different marketing strategy. 00:27:08.059 --> 00:27:11.480 So it's a very different way of thinking about 00:27:11.480 --> 00:27:14.299 dentistry. And the biggest problem that I have 00:27:14.299 --> 00:27:18.079 today is all the young dentists tend to, they're 00:27:18.079 --> 00:27:22.549 like lemmings. you know, see the same social 00:27:22.549 --> 00:27:25.130 media sites. They talk to each other. They all 00:27:25.130 --> 00:27:27.990 think the same. They don't even know there's 00:27:27.990 --> 00:27:32.809 another way to practice. And it was very much 00:27:32.809 --> 00:27:34.730 like my experience in the very beginning when 00:27:34.730 --> 00:27:36.849 I was about ready to quit. And had I not gone 00:27:36.849 --> 00:27:39.970 into that office that was completely different 00:27:39.970 --> 00:27:42.609 experience for me on both the clinical and the 00:27:42.609 --> 00:27:46.210 emotional and the financial levels, I, who knows, 00:27:46.289 --> 00:27:48.569 I might've left dentistry had I not had that 00:27:48.569 --> 00:27:51.779 moment. where my eyes were open to dentistry 00:27:51.779 --> 00:27:54.279 could be very different and much more fulfilling 00:27:54.279 --> 00:27:58.099 on both the spiritual and the financial level. 00:27:58.420 --> 00:28:01.500 And I could slow down. I wouldn't have to be 00:28:01.500 --> 00:28:03.640 pressed for time with people. I could sit down 00:28:03.640 --> 00:28:07.400 and really get to know people and struggle with 00:28:07.400 --> 00:28:09.779 them. And sometimes the problems that they're 00:28:09.779 --> 00:28:12.460 having, somebody in their family is just diagnosed 00:28:12.460 --> 00:28:16.299 with cancer or this or that, really know people 00:28:16.299 --> 00:28:20.089 on that level so that they become part of your 00:28:20.089 --> 00:28:25.490 family. So you can think of patients on a couple 00:28:25.490 --> 00:28:27.470 different levels. You can have just kind of a 00:28:27.470 --> 00:28:29.910 transactional relationship with them. I'll do 00:28:29.910 --> 00:28:33.970 this and you'll pay me that. Or you can have 00:28:33.970 --> 00:28:35.809 a relationship with them where they're really 00:28:35.809 --> 00:28:37.910 a member of your practice on the philosophical 00:28:37.910 --> 00:28:40.910 level. And the reason they're doing it isn't 00:28:40.910 --> 00:28:43.529 centered around money or coverage. It's centered 00:28:43.529 --> 00:28:46.640 around what they want and what they value. But 00:28:46.640 --> 00:28:48.640 if you don't know what that is, you can't play 00:28:48.640 --> 00:28:52.779 that game. You were saying earlier, you then 00:28:52.779 --> 00:28:55.539 as a dentist need to play the carpenter. You're 00:28:55.539 --> 00:28:57.440 the architect. You're the person that puts it 00:28:57.440 --> 00:29:00.880 together at the end. But part of that is we need 00:29:00.880 --> 00:29:03.339 the builders. We need the cement to be manufactured. 00:29:03.759 --> 00:29:06.440 We need it to be painted at the end. You need 00:29:06.440 --> 00:29:09.599 that massive team around you. And that saying 00:29:09.599 --> 00:29:12.720 always of too many cooks in the kitchen, it spoils 00:29:12.720 --> 00:29:15.259 it. It makes it difficult. And I know for a fact. 00:29:16.019 --> 00:29:18.119 that, as you said, with the practice you mentioned 00:29:18.119 --> 00:29:19.859 earlier, it almost felt like a bit of a circus. 00:29:20.059 --> 00:29:21.900 And I can promise you probably that dentist was 00:29:21.900 --> 00:29:24.480 trying to do their best, but they didn't have 00:29:24.480 --> 00:29:26.359 that team that understood what they understood. 00:29:26.519 --> 00:29:30.119 They didn't know how to run that practice. What 00:29:30.119 --> 00:29:36.440 is your experience in, Doc, I heard what you 00:29:36.440 --> 00:29:38.460 said on the podcast. I'm trying to do it, but 00:29:38.460 --> 00:29:41.299 my team is not getting this. I don't understand 00:29:41.299 --> 00:29:44.660 when I get to the patient treatment coordinator, 00:29:45.440 --> 00:29:47.339 It's almost like there's a break in the link 00:29:47.339 --> 00:29:49.359 and then the front desk is not, and by marketing 00:29:49.359 --> 00:29:52.160 either is not, it seems like there's a mismatch. 00:29:52.200 --> 00:29:54.700 How do you tie this together in your experience 00:29:54.700 --> 00:29:59.200 to have that across the board? Well, I mean, 00:29:59.200 --> 00:30:02.420 once you make the commitment to practice like 00:30:02.420 --> 00:30:08.079 this, it's a comprehensive change that needs 00:30:08.079 --> 00:30:13.930 to be made. If, for instance, last week, everybody 00:30:13.930 --> 00:30:17.009 was money centric. Everybody, you know, you had 00:30:17.009 --> 00:30:20.349 production meetings every morning at eight o 00:30:20.349 --> 00:30:23.390 'clock and you wanted to produce X amount of 00:30:23.390 --> 00:30:27.369 dollars by the close of the day at five. And 00:30:27.369 --> 00:30:29.329 you needed to find X amount of treatment and 00:30:29.329 --> 00:30:31.269 the patients that were coming in that day. And 00:30:31.269 --> 00:30:34.349 then that will lead us up to a weekly goal that 00:30:34.349 --> 00:30:37.049 leads us to a monthly goal that leads us to an 00:30:37.049 --> 00:30:41.970 annual goal. All of the business structures are, 00:30:42.440 --> 00:30:45.420 designed to work for that and support that goal 00:30:45.420 --> 00:30:48.599 versus this week you're saying, all right, we're 00:30:48.599 --> 00:30:51.299 giving that up. Now we're health -centered. We 00:30:51.299 --> 00:30:54.259 want to know our patients on a deeper level. 00:30:54.339 --> 00:30:56.380 We want to collaborate with them more effectively. 00:30:56.599 --> 00:30:59.579 We want to time treatment in such a way that 00:30:59.579 --> 00:31:01.839 they can afford it so they'll do the right thing 00:31:01.839 --> 00:31:04.579 instead of the quick thing that's paid for by 00:31:04.579 --> 00:31:10.920 somebody else. The employees that you have work 00:31:10.920 --> 00:31:13.980 really well for model one, but they are not a 00:31:13.980 --> 00:31:16.900 fit for model two. They are production workers, 00:31:17.240 --> 00:31:24.319 not deeply interpersonal people. And this includes 00:31:24.319 --> 00:31:26.920 hygienists and clinical staff and people that 00:31:26.920 --> 00:31:30.099 answer the phone. Some people are very relational. 00:31:30.380 --> 00:31:33.759 Some people are very empathetic. Some people 00:31:33.759 --> 00:31:36.809 are not. Some people are very rigid. They are 00:31:36.809 --> 00:31:38.690 really not interested in knowing the patient 00:31:38.690 --> 00:31:41.690 very well, but they're very productive in the 00:31:41.690 --> 00:31:44.609 first model. They get things done quickly. They're 00:31:44.609 --> 00:31:46.910 effective. They make their bonuses because of 00:31:46.910 --> 00:31:50.029 that. They're rewarded for it. You change your 00:31:50.029 --> 00:31:52.029 practice model. Sometimes you need to change 00:31:52.029 --> 00:31:56.789 your staff. Sometimes you need to change your 00:31:56.789 --> 00:32:00.230 website. Sometimes you need to change your facility 00:32:00.230 --> 00:32:05.650 so that it... It projects a different message. 00:32:06.029 --> 00:32:08.069 I have a number of friends that have been very 00:32:08.069 --> 00:32:10.789 successful in doing this practice model, and 00:32:10.789 --> 00:32:14.250 their practice, their facility, each one of them 00:32:14.250 --> 00:32:17.430 is unique. I have a friend who's a very, very 00:32:17.430 --> 00:32:22.250 good painter, and he's won a number of national 00:32:22.250 --> 00:32:26.109 awards. And he has his artwork all over the office. 00:32:26.309 --> 00:32:29.029 It's not pictures of smiles or teeth or anything 00:32:29.029 --> 00:32:33.170 like that. It's his artwork. And so people come 00:32:33.170 --> 00:32:35.089 into that space and they immediately connect 00:32:35.089 --> 00:32:37.390 the fact that this is a highly talented artist. 00:32:37.549 --> 00:32:39.789 And that's what I want. That's the kind of person 00:32:39.789 --> 00:32:43.569 I want working on my smile. Okay. I have another, 00:32:43.650 --> 00:32:45.769 I have another close friend of mine that I wrote 00:32:45.769 --> 00:32:49.910 about in the book that had with it very sophisticated 00:32:49.910 --> 00:32:54.309 in his understanding of art and sculpture and 00:32:54.309 --> 00:32:58.319 fabrics and all these things. and he developed 00:32:58.319 --> 00:33:00.599 a very low -volume office that you would come 00:33:00.599 --> 00:33:04.880 into, and every aspect of it, everything was 00:33:04.880 --> 00:33:07.339 so well thought out and sophisticated because 00:33:07.339 --> 00:33:11.240 he was in a very tony, upscale part of Washington, 00:33:11.480 --> 00:33:15.200 D .C., where people had a lot of money, and they 00:33:15.200 --> 00:33:18.460 were very worldly and well -traveled, and every 00:33:18.460 --> 00:33:21.259 aspect of his office, the way he laid it out, 00:33:21.299 --> 00:33:23.559 was a signal to that person that Charlie was 00:33:23.559 --> 00:33:28.670 sophisticated to. And so the bottom line is to 00:33:28.670 --> 00:33:30.849 create a practice that's an accurate reflection 00:33:30.849 --> 00:33:35.829 of who you are. It's authentic. If you were to 00:33:35.829 --> 00:33:37.750 come into my office, it would be a completely 00:33:37.750 --> 00:33:39.990 different iteration of that, but I've designed 00:33:39.990 --> 00:33:42.210 every bit of it just like the space I'm in right 00:33:42.210 --> 00:33:46.470 now. So patients come in it. They love the office. 00:33:46.529 --> 00:33:51.109 It's more like a home. They immediately ask almost 00:33:51.109 --> 00:33:54.150 every time who designed it, and my team will 00:33:54.150 --> 00:33:57.109 tell them that I did. So is that a good thing 00:33:57.109 --> 00:33:58.849 or a bad thing? That's a good thing. They go, 00:33:58.990 --> 00:34:02.309 this person's pretty sophisticated. They understand 00:34:02.309 --> 00:34:05.349 aesthetics. They understand how to create quiet, 00:34:05.450 --> 00:34:07.490 comfortable environments. This is a very different 00:34:07.490 --> 00:34:10.309 experience for me. So there are all kinds of 00:34:10.309 --> 00:34:13.949 levels that you can get involved in in terms 00:34:13.949 --> 00:34:16.869 of designing this type of practice. But it all 00:34:16.869 --> 00:34:19.389 starts with the emotional experience. You know, 00:34:19.449 --> 00:34:24.409 am I safe? Do I feel this is part of my tribe? 00:34:24.510 --> 00:34:28.170 You mentioned that work. Am I in tribe or out 00:34:28.170 --> 00:34:33.670 tribe? Does the mission and purpose of this practice 00:34:33.670 --> 00:34:36.650 align with what I want and who I am? Do I feel 00:34:36.650 --> 00:34:41.090 heard? Do I feel like I get a voice in the decision 00:34:41.090 --> 00:34:47.010 -making process? Am I being hurt or helped? All 00:34:47.010 --> 00:34:51.789 these things. It builds from, like I said, the 00:34:51.789 --> 00:34:54.929 very first impression on every little touch point 00:34:54.929 --> 00:34:57.849 is a confirmation of their initial assumption 00:34:57.849 --> 00:35:02.989 or it undermines it. And they become more cynical 00:35:02.989 --> 00:35:06.170 and skeptical. How does that pattern pull through 00:35:06.170 --> 00:35:09.150 from you and what you've seen from that initial 00:35:09.150 --> 00:35:13.519 touch point of the marketing? making as an architect 00:35:13.519 --> 00:35:16.340 your product of what you want people to understand? 00:35:16.619 --> 00:35:18.960 And how does that work all the way through until 00:35:18.960 --> 00:35:21.199 someone shakes your hand and says, Doc, thank 00:35:21.199 --> 00:35:25.960 you so much for changing my life? Well, I think 00:35:25.960 --> 00:35:28.400 the best way to think about it is every decision 00:35:28.400 --> 00:35:34.199 that you make, whether it's the design of your 00:35:34.199 --> 00:35:38.579 office, how your office smells, where your office 00:35:38.579 --> 00:35:41.530 is located. What's the person's experience as 00:35:41.530 --> 00:35:43.710 they're parking their car and walking in the 00:35:43.710 --> 00:35:48.010 door? I've spent a number of years doing consulting 00:35:48.010 --> 00:35:50.670 work, going into practices and seeing things. 00:35:51.050 --> 00:35:54.389 One of the patterns that I saw very quickly was 00:35:54.389 --> 00:35:58.170 most dentists get numb to what's going on around 00:35:58.170 --> 00:36:00.789 them because they're focused on the problem of 00:36:00.789 --> 00:36:03.769 the day or the problem of the moment. And me 00:36:03.769 --> 00:36:06.010 coming into an environment as a consultant, I'm 00:36:06.010 --> 00:36:08.030 seeing it fresh for the very first time. I'm 00:36:08.030 --> 00:36:10.710 seeing the weeds in the parking lot. I'm seeing 00:36:10.710 --> 00:36:13.550 the shrubs out front that aren't trimmed. I'm 00:36:13.550 --> 00:36:15.369 seeing the windows that haven't been cleaned 00:36:15.369 --> 00:36:18.090 in three years. I'm seeing the flies in the overhead 00:36:18.090 --> 00:36:21.630 lights. I'm smelling the smell that they can't 00:36:21.630 --> 00:36:25.690 smell anymore. I'm sitting in the waiting room 00:36:25.690 --> 00:36:29.949 and I can hear the drills or whatever. Or I can 00:36:29.949 --> 00:36:33.650 hear people. having private personal conversations. 00:36:34.130 --> 00:36:37.489 I'm eavesdropping on private personal conversations 00:36:37.489 --> 00:36:39.610 with something that's going on at the front desk. 00:36:39.929 --> 00:36:42.630 I see all of that as a consultant. The dentist 00:36:42.630 --> 00:36:46.130 usually can't see or smell or experience any 00:36:46.130 --> 00:36:48.329 of that because they're focused on other things. 00:36:48.409 --> 00:36:50.750 They blocked it out. The brain is like that. 00:36:50.789 --> 00:36:53.010 The brain is lazy. It only pays attention to 00:36:53.010 --> 00:36:57.030 things that are relevant right now. So sometimes 00:36:57.030 --> 00:37:00.900 you need help with somebody. who's never been 00:37:00.900 --> 00:37:03.039 there that understands this game to just look 00:37:03.039 --> 00:37:05.260 at everything and just have a conversation with 00:37:05.260 --> 00:37:08.519 you about hey did you notice that the sign outside 00:37:08.519 --> 00:37:12.139 your front door is is uh the screw is loose and 00:37:12.139 --> 00:37:15.079 it's like turned down and there's cobwebs in 00:37:15.079 --> 00:37:18.820 there did you know that no i never saw that or 00:37:18.820 --> 00:37:21.599 did you know did you know that you know if you 00:37:21.599 --> 00:37:25.219 just look behind that that fake plant in your 00:37:25.219 --> 00:37:27.179 waiting room there's a bunch of dead bugs back 00:37:27.179 --> 00:37:30.559 there did you did you know that No, they never 00:37:30.559 --> 00:37:33.579 go there because they're just trying to deal 00:37:33.579 --> 00:37:36.280 with the crisis of the moment. The picture on 00:37:36.280 --> 00:37:39.159 your website is not loading or the page is broken 00:37:39.159 --> 00:37:42.059 when someone tries to click on it. All of those 00:37:42.059 --> 00:37:43.739 things. All of those things. That collective. 00:37:43.760 --> 00:37:46.880 So your brand image, as long as we're kind of 00:37:46.880 --> 00:37:49.239 talking about marketing, your brand image is 00:37:49.239 --> 00:37:53.519 an assumption that's creating an expectation. 00:37:54.320 --> 00:37:57.380 All right. And that expectation will either be 00:37:57.380 --> 00:38:00.900 supported. in advanced or it will be undercut. 00:38:01.039 --> 00:38:04.500 And so is the experience, is every touch point 00:38:04.500 --> 00:38:07.559 congruent with the image you're projecting, all 00:38:07.559 --> 00:38:09.760 these beautiful pictures on your website and 00:38:09.760 --> 00:38:12.860 your whatever you say about all the amazing things 00:38:12.860 --> 00:38:14.980 that you can do? Is that what the experience 00:38:14.980 --> 00:38:17.639 is when they come in the door or even drive in 00:38:17.639 --> 00:38:20.059 the parking lot? Is that what they were expecting 00:38:20.059 --> 00:38:24.739 to see? Is the tone and temperament of the person 00:38:24.739 --> 00:38:27.099 answering the phone, is that what they were expecting 00:38:27.099 --> 00:38:31.039 to hear? Was the interaction what they'd hoped 00:38:31.039 --> 00:38:35.500 for all the way down the line? Was the processes 00:38:35.500 --> 00:38:39.599 gentle and safe feeling and supportive and productive 00:38:39.599 --> 00:38:42.440 as they'd hoped it would be? Or were you behind 00:38:42.440 --> 00:38:45.719 schedule? You felt rushed. They didn't feel like 00:38:45.719 --> 00:38:48.239 they were heard that day. Felt like they kind 00:38:48.239 --> 00:38:50.219 of got hurt when you were giving them the injections 00:38:50.219 --> 00:38:52.099 because you were in a hurry and behind schedule. 00:38:52.340 --> 00:38:55.820 All those things, you know. build towards building 00:38:55.820 --> 00:38:58.139 your brand in the direction that you want or 00:38:58.139 --> 00:39:00.599 undercutting it and creating a brand image that 00:39:00.599 --> 00:39:04.820 you're not even aware of as the dentist. So it 00:39:04.820 --> 00:39:08.440 all fits together. It all fits together. Doc, 00:39:08.519 --> 00:39:10.420 of course, you're busy with your own exciting 00:39:10.420 --> 00:39:12.960 things. What do you have that you can share today 00:39:12.960 --> 00:39:15.420 that if people want to learn more, how they can 00:39:15.420 --> 00:39:19.400 do that? Well, you know, the very first thing 00:39:19.400 --> 00:39:22.699 that a dentist needs to... be able to do if they 00:39:22.699 --> 00:39:24.519 want to move in this direction they've got to 00:39:24.519 --> 00:39:26.980 have a vision of what it is they're trying to 00:39:26.980 --> 00:39:34.820 create and for me 30 plus years ago i wrote down 00:39:34.820 --> 00:39:38.380 about 250 things about what i wanted my future 00:39:38.380 --> 00:39:42.099 to be like what i wanted to be able to do the 00:39:42.099 --> 00:39:44.260 kind of facility that i wanted to have the kind 00:39:44.260 --> 00:39:47.559 of team that i wanted around me the kind of skill 00:39:47.559 --> 00:39:50.619 set that i needed to have to do that the places 00:39:50.619 --> 00:39:54.280 I wanted to study to be able to develop that 00:39:54.280 --> 00:39:58.480 skill set. And I literally created a vision in 00:39:58.480 --> 00:40:02.480 my mind of almost exactly the building and the 00:40:02.480 --> 00:40:04.980 facility that I live in and work in every day. 00:40:05.619 --> 00:40:09.900 I have a teaching facility downstairs. I have 00:40:09.900 --> 00:40:12.739 office layouts exactly the way, everything is 00:40:12.739 --> 00:40:14.739 exactly the way I like it and the way I want 00:40:14.739 --> 00:40:18.139 it. Imagine if you could design everything the 00:40:18.139 --> 00:40:20.400 way you wanted, how much better you would feel 00:40:20.400 --> 00:40:23.219 about going to work every day. If everybody that 00:40:23.219 --> 00:40:25.659 worked at your office was people that you liked 00:40:25.659 --> 00:40:28.559 to be around and that you liked to help and liked 00:40:28.559 --> 00:40:32.619 to develop. And imagine if almost every single 00:40:32.619 --> 00:40:34.760 patient that came in the door every day was somebody 00:40:34.760 --> 00:40:36.659 you really liked and looked forward to seeing 00:40:36.659 --> 00:40:38.500 and talking to them and learning a little bit 00:40:38.500 --> 00:40:40.900 more about what's happening with them. And then 00:40:40.900 --> 00:40:42.860 trying to figure out if there's some way that 00:40:42.860 --> 00:40:46.329 you can help them. Imagine that life. It's got 00:40:46.329 --> 00:40:49.730 to get very specific and clear. And then you've 00:40:49.730 --> 00:40:52.610 got to pursue your personal development wherever 00:40:52.610 --> 00:40:54.250 you are. Everybody's starting in a different 00:40:54.250 --> 00:40:58.210 place on both the clinical and behavioral and 00:40:58.210 --> 00:41:01.289 even financial level. Some people aren't at a 00:41:01.289 --> 00:41:02.989 place where they can take a lot of financial 00:41:02.989 --> 00:41:05.829 risks. Other people are pretty stable there, 00:41:06.010 --> 00:41:07.730 but a lot of other things aren't the way they 00:41:07.730 --> 00:41:10.769 want them to be. So it's a very personalized 00:41:10.769 --> 00:41:13.670 journey. just the way it is with each one of 00:41:13.670 --> 00:41:16.889 your patients. So there's a lot of self -development 00:41:16.889 --> 00:41:22.050 involved in that. As far as, you know, if you 00:41:22.050 --> 00:41:25.309 want some sort of support and reinforcement for 00:41:25.309 --> 00:41:29.630 that, I've got a Facebook page, the Bob Barkley 00:41:29.630 --> 00:41:33.929 Study Club Facebook page. Just join that every 00:41:33.929 --> 00:41:38.949 day. Every day I'll write about this or that 00:41:38.949 --> 00:41:41.400 or give... you know, inspirational quotes that 00:41:41.400 --> 00:41:46.119 support this mindset, right? And then this fall 00:41:46.119 --> 00:41:50.239 in October 17th and 18th, we're having a workshop 00:41:50.239 --> 00:41:53.440 here. It'd actually be in this room I'm sitting 00:41:53.440 --> 00:41:57.639 in right now. This is a gourmet kitchen behind 00:41:57.639 --> 00:42:00.460 me that I designed, but in front of me, the part 00:42:00.460 --> 00:42:03.219 that you can't see is a space where we can have 00:42:03.219 --> 00:42:07.579 about 40 people and do workshops that's open 00:42:07.579 --> 00:42:11.309 to the mountains. So all this was in my mind 00:42:11.309 --> 00:42:14.329 was to build a teaching facility, both at my 00:42:14.329 --> 00:42:17.730 home, which I'm at right now, and my office. 00:42:17.809 --> 00:42:20.469 And we could move around. If I needed to do clinical 00:42:20.469 --> 00:42:22.530 things, I could do it at the office to teach. 00:42:22.670 --> 00:42:25.289 If I needed to do more workshoppy, interpersonal 00:42:25.289 --> 00:42:28.190 things, we could do it here. That's what we're 00:42:28.190 --> 00:42:30.409 going to do this fall. Sorry, Doc, in what city 00:42:30.409 --> 00:42:33.190 are you? So the listeners just know what city 00:42:33.190 --> 00:42:35.320 you're in. Where I'm sitting right now is actually 00:42:35.320 --> 00:42:37.219 in the Blue Ridge Mountains of Virginia, but 00:42:37.219 --> 00:42:40.539 my office is down the mountain in Roanoke, Virginia, 00:42:40.679 --> 00:42:44.000 which is 30 minutes from here. So we're going 00:42:44.000 --> 00:42:48.420 to do two days on basically focused on co -discovery 00:42:48.420 --> 00:42:51.440 and how to develop all these things we've been 00:42:51.440 --> 00:42:53.300 talking about. How do we develop relationships 00:42:53.300 --> 00:42:55.699 with people? And this particular workshop is 00:42:55.699 --> 00:42:58.699 going to be focused on team members. So team 00:42:58.699 --> 00:43:01.599 members are invited to join us and understand 00:43:01.599 --> 00:43:05.840 their key role because sometimes the touch point 00:43:05.840 --> 00:43:09.199 is in their room, in the hygienist room, when 00:43:09.199 --> 00:43:13.199 the person finally is paying attention and asking 00:43:13.199 --> 00:43:15.900 a really important question that allows you to 00:43:15.900 --> 00:43:19.099 dive deeper and explore values and motivations. 00:43:19.860 --> 00:43:23.500 And we're going to kind of work with team members 00:43:23.500 --> 00:43:27.840 on that kind of thing. all these aspects on how 00:43:27.840 --> 00:43:30.039 to build trust and collaborative relationships 00:43:30.039 --> 00:43:32.940 and so forth. So I'm doing that in conjunction 00:43:32.940 --> 00:43:36.940 with Janice Dupreté, who has been doing this 00:43:36.940 --> 00:43:40.460 for 30 years. So a lot of veteran experience 00:43:40.460 --> 00:43:43.039 at this with a lot of practices. So that's what 00:43:43.039 --> 00:43:45.719 we're going to be doing next. And you can, the 00:43:45.719 --> 00:43:48.460 Facebook page will announce these things as they 00:43:48.460 --> 00:43:51.429 come up. The work that you're doing and everything 00:43:51.429 --> 00:43:53.650 you're saying, fantastic. Thank you. And it was 00:43:53.650 --> 00:43:55.530 an absolute privilege to speak with you today. 00:43:57.210 --> 00:43:59.010 Well, thank you very much. This has been fun. 00:43:59.190 --> 00:44:01.769 And if people have any questions, feel free to 00:44:01.769 --> 00:44:06.829 email me. They can reach me at paulhennydds .com. 00:44:07.269 --> 00:44:13.190 That's P -A -U -L -H -E -N -N -Y -D -D -S .com. 00:44:13.369 --> 00:44:15.170 And I'd be happy to answer any questions that 00:44:15.170 --> 00:44:15.670 you might have.