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Show Notes
Today we're going to introduce a game changer in the dental practice management software world...
This is an innovative, all-in-one, cloud-based practice management software, and it offers an array of powerful features that are custom built for dentists by dentists ready to revolutionize the way you work.
If you are a start-up and decide to sign up with Oryx, they will NOT charge you a single dime, until you reached 200 active patients!
They are partnering up with all startup practice owners and making sure you succeed, fast!
Click this link to schedule a FREE personalized demo and to see more on their exclusive deal!
Guest: Jordan Sanders
Practice Name: Knox Mountain Dentistry
Check out Jordan's Media:
Website: http://knoxmountaindentistry.com/
Instagram: https://www.instagram.com/knoxmountaindentistry/
Facebook: https://www.facebook.com/knoxmountaindentistry
Email: jordan@knoxmountaindentistry.com
Other Mentions and Links:
The $100 Startup - Chris Guillebeau
Host: Michael Arias
Website: The Dental Marketer
Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/
Join this podcast's Facebook Group: The Dental Marketer Society
My Key Takeaways:
- Honing in on your target demographic for dentistry will simplify and elevate your marketing efforts!
- When making content, it's important to make sure potential patients find enjoyment and entertainment from it.
- Utilizing phone skills such as calling patients by name, asking open-ended questions, and asking for the appointment can bring your scheduling to the next level!
- Digital marketing efforts are much easier to track ROI and make adjustments based on.
- Ground marketing can massively boost your local presence in the community early on!
- Not every employee resonates with certain styles of feedback. You may need to adjust based on personality of the team member!
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p.s. Some links are affiliate links, which means that if you choose to make a purchase, I will earn a commission. This commission comes at no additional cost to you. Please understand that we have experience with these products/ company, and I recommend them because they are helpful and useful, not because of the small commissions we make if you decide to buy something. Please do not spend any money unless you feel you need them or that they will help you with your goals.
Episode Transcript (Auto-Generated - Please Excuse Errors)
Michael: Hey, what's up Jordan? How's it going, man? I'm good, Michael. How you doing, my friend? It's been a year since the last 375 knocks. Wait real quick. Are you in Canada? I am, yeah. Okay. Okay. Yes. Okay. Okay. break it down real fast if you can. A year
Jordan: ago, where were you at? Well, yeah, since the last time you and I sat down and had a little chat, it's it is changed a lot.
We opened two years ago and so you kind of chatted with me about 12 months into that journey of, of the startup and, we were doing well, you know, things were, things were growing rapidly. We were adding new people to the practice. Lots of new patients were coming, and since then, it's just kept going.
We've, added an associate to the practice since then. We've basically doubled our staff from where we were a year ago to where we are now. And it just really going in positive directions. I've have very grateful and thankful for all the opportunities that I've had in this practice.
And it's been just a ton of fun along the way.
Michael: Nice man. So real quick, could you briefly introduce your dental practice and the demographic you primarily
Jordan: serve? You got it. So my name's Dr. Jarden Sanders. I own Knox Mountain Dentistry. It is a dental clinic uh, general dental clinic in Cologna, British Columbia.
We are, our town is kind of. It's kind of urban. We're a growing city maybe about 200,000 people in this, in the city, but one of the most rapidly growing cities in Canada right now. Just cuz of our, we have awesome summers and awesome winters and people want to come live here for some reason.
Where, Where I settle down with the practices kind of a unique spot. It was this up and coming district within Cologna that's since garnered the name, the brewery district which is neat. So we have. Tons of craft breweries and comedy places and live music and all this kind of fun, funky stuff.
And as a result of that, the people that come to this practice are young. We have 3000 patients with an average age of about 32, which is super cool. it's not what I thought when I thought I'd open the doors here, cuz Colonna has been traditionally a bit of an older community.
But that's changing so fast that it's just, it's moving in this direction for
Michael: us. How is that man? Do you feel like they're coming in aware and they're like, look I wanna get my cleaning 32 year olds, right? Things like that? Or are they just like, dude, I your bottle hit my tooth, chipped it.
Can you
Jordan: fix it real fast? I mean, it's a little bit of both. We do get some of that usually it's like skis or sometimes beer bottles, but a lot of it's young families, we have. The mom typically comes in and, tests us out and then the husband shows up and the three kids and then their grandparents.
And so it's kind of that, energy that we've been, we've been working with. But yeah, we set up in this really central location. Like I'm on a busy main street with large signage. And so people just, they're all moving to this area. And they just see us as they're walking by, driving by and, that's really what brings them in.
So it's been kind of fortuitous. They keep building stuff around me, which is working out really well for us.
Michael: Yeah. Nice man. Okay. And then, so you're a private practice, right? Solo dog, multiple doctors specialty or, yeah,
Jordan: so just myself and my associate. When did you bring on your associate? It was a year ago, April.
So about four months after you and I chatted, that was the, That was when I brought the associate in.
Michael: Okay. And it was like once you hired them. That, was it home run perfect person or did you have to like let home associate
Jordan: and bring someone else? Yeah, no, it was, it was kind of interesting. Like she, she cold called me in February.
And, at that time I wasn't ready for an associate, like, I didn't feel ready. And so, you know, we were chatting and we kind of said, ah, it's like it's not the right time for the practice right now to bring on an associate. And even if it was you know, it would be. Part-time at best.
And so, she went off and she found another associateship in a, in one of the adjacent towns. And she worked there for two months and then called me up again and said I hate this. I can't. Like how do we make this work? Yeah. and you know, her and I just, we clicked it was, it was great.
And so I. Brought on an associate faster than I thought I was going to to get her. And it's worked out. It's worked out amazing. She's great. Did that bring pressure
Michael: for you to be like, we gotta push it now to fill her schedule, do all this? Or was it like already there? There was no
Jordan: pressure. Y yeah, there was definitely pressure.
I, I told her, I was very honest with her. I said, this. If this was six months from now, this would be easy. It'd be no problem. But because we're doing this a little bit early, like we're, you're gonna start off slow and we're gonna have to build it up if you really want to work here.
And she was okay with that. And so we just, she just hung out and just saw, you know, the emergencies that walked through the door and, I fed her most of the new patients which just actually was nice for me. It let me. Do more of the treatment that I'd had. Mm-hmm. Kind of getting built up. And since then, she's running two columns.
I'm running two columns. We've got, three full-time hygienists basically every day. Is busy, you know, it's comes with the typical lulls that you get with any dental practice, you know, during the summer and during those early winter months. But, we're all doing well. Okay,
Michael: man.
Nice. So then what has been your experience with different marketing companies and which strategies have proved to be most effective?
Jordan: Yeah. I, so I started off with the same marketing company that I'm using now. Now, like caveat to that is I do a lot of my own social media. I had, the early days of the practice.
I spent a lot of time really establishing what I wanted. The brand of the practice to be and how that was gonna play itself out on the social media channels. So I do all of that and I still do all of that cuz I have quite a bit of fun doing it. But I leveraged the marketing company to deal with all of the things that I wasn't that good at.
So, search engine optimization advertising on using Google AdWords and Facebook stuff. Building the website. And basically coming up with the synergy of how all of those things can work together to bring people through the front door. Probably the most successful stuff that we've had has been are, are Google, mostly Google Maps.
We target a lot of people within the five kilometer demographic of the practice. Mm-hmm. So, you know, they search up dentist, we pop up in, in one of the top three because of that. And that's been really our boon with bringing new people through the front door. Ah, so who is your marketing company? They're a company called Buzz Marketing.
They're local here in Colonna. They've been great. Honestly, I they've hit the, hit it out of the park every time we've done videos with them, photos with them. They, They have all the skills and the tools to do whatever I've needed them to do along the way. We did a mail marketing campaign where they did all of the graphic design.
Yeah, they're just easy to work with, which has been the greatest part of it. Uhhuh
Michael: true. Okay. And then you talked about you do the social media. Mm-hmm. So like, break that down for me. Does that, like, you just do the Instagram, then you schedule it out, or you just pump it out
Jordan: once it, how does that Oh yeah.
Yeah. I just, I just kind of you'd have to kind of understand what our Instagram is to really, to know, like we don't, I don't have a single picture of teeth on my Instagram account. Like I don't focus at all. On the tooth side of the business when it comes to social media, the social media is purely a entertainment type thing.
So, we have patients come into the practice and we have this Instagram counter that sits in the front lobby that actively changes when people follow or unfollow the clinic. And so they follow it on their phone and they see the numbers flip over, which is super cool. But then it's just from there, it's just funny stuff.
Like literally it's TikTok videos and stupid things that my staff and I do in the office. Our outings as a group are the things that we go do outside of clinic hours. It's really just meant to be more of a lifestyle channel than it is something that's meant to show people what. We do with teeth.
It's meant to kind of, they get to see our culture. you're getting an inner look in what the culture of the office is like. And that's honestly attracted a ton of people to the clinic. They follow us on Instagram. I get a ton of engagement and every now and then I get to throw in, an Invisalign special day that we're doing.
And that gets a ton of traction and people come and book because of that.
Michael: And so you just post like, today I feel like posting. Yeah. Or like, like that pretty, it's never like scheduled.
Jordan: when I see something coming up on the reels, that's a fun dad joke or something, I'll share that.
Or, we sometimes pull pranks on each other in the office, so I'll video that and I'll put that up and yeah a bit unusual, but it's really worked for us. That was kind of the, what we established ourself as early in the day, and it's what most of our patients expect of us now.
Yeah. Um, But yeah, I don't really have I don't schedule it. I don't, I, I don't use stock photography. I don't use anything that's pre-generated. I just, it's all stuff I make myself or stuff that I share from other creators. And just let it roll.
Michael: Gotcha. So do you feel like having a content calendar, like, guys, it's money we gotta do, would hinder you even more, like kind of kill the sporadicness of it?
Jordan: I maybe, I think it depends on what works for you. If you're creating content really, the main thing is just being engaging with your audience. know, Especially in my age category that comes to this practice. They're in their thirties, they're millennials. They're on Instagram and they're on YouTube.
Like, those two avenues are huge for us. If you had an older patient population, maybe Facebook is a bit more prevalent for you. But yeah, as long as you're creating the content and keeping people engaged, I think you can do it with a schedule. That's fine. It just, it's sometimes hard to get your team on board with all that unless you're, willing to do it all yourself.
Michael: Yeah. Yeah. That's true. That's true. So then how much budget. Do you typically allocate
Jordan: for your marketing? Not as much as maybe would be advised. I think I'm spending, I know I'm spending about 3,200 a month right now. Most purely Google right now. I was in Facebook for a while. just found that that wasn't attracting.
The type of patient that I wanted in the clinic. But what kind of
Michael: patients was
Jordan: it? Was it reading? A bit, a little bit flake here. Kind of what we might categorize as a lower quality patient. Someone that's a bit more, you know, impulsive in their clicking and asking questions and stuff.
Some of those people wouldn't show up, or they'd, want things that we just weren't able to offer. And so, yeah, it was just, having those, having the Google presence, having people able to see us there has been really what, where the money's been spent. I thought about dialing it back.
I kind of, tell myself that we've hit a critical mass where the most of the people that we get are coming from word of mouth referrals. But I haven't been able to convince myself to not spend that money yet. I think it's still doing really well for us.
Michael: Okay, man. That's good. And then how many new patients are you currently
Jordan: getting right now, like in a month?
Varies probably high end 110. Average probably between 60 to 80 in that neighborhood.
Michael: Yeah, that's pretty good, man. Yeah. And so, like, pie charted, if you can, like majority of, would you say like 80% is from goo Google?
Jordan: Less so in the earlier days of the practice. Yes. I would say probably that much now, probably half most of the a good chunk as we've had self-referrals and people that have, like our, thing that we seem to attract is one person from a particular workplace will come to the clinic.
And then all of a sudden we're seeing all of them. that tends to be how we've built the practice is just by collecting cohorts of people through their work conversations about, who's a dentist to see in town kind of thing. Do
Michael: you tell them like, Hey man, Talk to us about your work or to your work friends or something that are, are they just naturally do it?
Yeah,
Jordan: We sometimes it depends on what the work is. We usually engage with our patients pretty heavily, especially in our new patient visit. I don't ask for it as much as I used to, Back in the early earlier days of the practice when I was doing a lot more of the ground marketing style stuff and really kind of trying to get people engaged.
I would a hundred percent ask if I'd ask them, to tell their friends about us if they enjoyed the experience, to leave, leave a Google review. And most people were really good about that. But now I just, I don't need to do that. Yeah, people seem to do it themselves.
Michael: Gotcha, man. Okay.
How equipped is your team in converting calls into actual
Jordan: patients? Excellent. Honestly, we did a lot of training related to phone skills and really just, how we categorize the people that that call, you so our office is set up with a phone tree that's designed to split existing patients away from new patients.
And so anyone that is new to the practice will come down a specific route in that colt tree and they get a tag that's a new patient call on our end. And so we know when that comes in, that's a really high priority call. And so they bring them in and it's, we spent. Hours and hours going through verbiage and call conversion and how to bring some of that skills and get people to actually book and commit to appointments.
But yeah, they're excellent. I would say they convert 80% of the calls that come in as far as new people. Yeah.
Michael: That's really good man. Do you like sit down at the beginning were you like sitting down and listening to them and be like, guys, we gotta adjust. We got, did
Track 2: you
Jordan: have a consultant?
Nope. No, I did that myself. Oh. So I still do that. We, I still audit call logs and listen to call recordings and say, you know how I had a company doing it for a while when we were doing the call phone training uh, which I did through a company called All Star. I found that to be really, really awesome.
Uh, It is to build some of those foundational skills they were doing, auditing of the call logs for me and grading. Grading them. But since then we've moved away from that cause we kind of got what we needed to out of it. And I just do it monthly. I just sit down, I grab five calls and I just go through them and give feedback based on that.
Yeah.
Michael: What to you, Jordan, what would be like, my gosh, this was, this was beautiful, especially the way you handled this, and then what to you is like, oh my God, what happened? You need to change all
Jordan: this. Yeah, I mean the, some of the most important things that we've found when talking to people is, using their name.
People love their hearing, the sound of their name. It's the most beautiful thing in the world to them. Asking open-ended questions is huge. And honestly asking for the appointment, those three things alone are probably the biggest things that I look for when I'm listening to these logs.
And really the things that make me cringe is when that doesn't happen. When we don't ask for the appointment or we just, you know, a price shopper calls and, we just say, well, yeah, this is what we charge for a crown. And we don't actually ask them to like, do you need a cr, do you need a crown?
Is that, are you gonna come and do you wanna come in and get a crown? And so, yeah, it's just, you know, the girls up front are really busy and I get that not every day is gonna be, everyone's a game, but. We try to keep each other accountable. We want to be able to represent the business and the brand the way that, that it's always been and build that so that our patient experience is consistent.
And that's really the big thing, is maintaining that consistency.
Michael: How do you approach that now when maybe somebody's been working for you for a while and then you're like, Hey, I listened to a call. You sucked, right? Mm-hmm. But like, But like, how would you approach it?
Jordan: so the way that I have it set up in the clinic, so I I I figured out a long time ago that I have certain skill sets when it comes to leadership, and there's certain other things that I maybe lack in.
And one of them is really this maybe the softer approach to types of feedback. And certain people do well with that, constructive feedback and other people don't. And, all spectrums of that exist in the office. So we built this kind of management pyramid in the office.
So I have myself, I have my office manager and I have a lead assistant and the three of us filter this stuff out. So my office manager is responsible for everything up front. My lead assistant is responsible for everything in the back, and I'm the kind of top of that pyramid where. All of the team will go to them first, or they will approach the team for various things.
And then I step in as I need to. So in a case like a phone call, I would just take it to my office manager and say, we need to give some feedback about this particular thing's been happening. And so she'll do that. And if she feels like it was well received and worked well, then that's kind of the end of it.
And we just follow up, next month. If it's not working, then, then we have a bit more of a, a formal sit down and, and, and work through it. But, I prepared a lot of my team and it's one of the beauties of doing a startup and being able to bring your own team into the mix is they all knew what to expect when they came in.
You They all knew that feedback was gonna be just a part of the mechanism and they do really well with it. Honestly. They're all really hungry. They want to do better. They, we change things so often in the clinic that they almost expect feedback. which works well.
You know, There's not a lot of hurt feelings. And even in the cases where people are feeling maybe a little bit taken aback but we can work through it together. Gotcha, man. Okay,
Michael: so like the hierarchy kind of thing, right? Like you're, hey, you need to approach this, and then if it escalates, you approach it.
Jordan: Yeah. It's only, it's hierarchy is, is a good word for it in the sense that that's really just how we operate when it comes to the operations of the business. When it comes to the actual interoffice culture, like we're a team, we work together. Mm-hmm. We do everything that we can to make people feel elevated and like they're doing a good job cuz they are, and.
So that works well for us, providing positive feedback along with the negative or constructive stuff that we have to really opens up those doors for us to make those changes. Gotcha. Okay, man.
Michael: Cool. And then you said you have, when the new patient call, phone call comes in is the software that does that or mm-hmm.
Jordan: we use Mango Voice and they have a, dashboard type thing where you can build. A RY path of exactly how you want they call in and they get a thing that says, thanks for calling Knox Mountain Dentistry. If you're new to the office, press one.
If you're need, wanna schedule something, press two, et cetera, and so on. So that's, and it tags their caller ID with a specific, NP or whatever we use in those cases. So the front knows exactly what's coming in.
Michael: Gotcha. Okay. And since you opened up, or I guess it's the last time we spoke to him now, what have been some of the best and worst companies you've worked with?
Jordan: Well, I mean, the companies, most of the companies that I worked with at the beginning, I'm still working with now. There hasn't been many. I've moved on from some, not because they were bad but just because we got out of them, what I think. We needed to. And we were able to move forward.
As we've discussed, like, I've been with ORIC since we opened up, which has been our practice management software. I've been with Mango Voice, which has been amazing, good VoIP based phone service. We were using swell a ton for our reviews and messaging system. But one of the beauties about Orex is they keep adding features that.
Make it. So I don't need that stuff anymore. I don't have to pay extra for some of these other pieces of software now because org has an online review platform now that lets me send out those text messages or emails for Google reviews or Facebook reviews. So, we were with, well and they were great, and now we're not because I don't need to.
So that saves me a couple grand a year. Yeah. Same marketing company that I've been with all along. And then really our, I really did enjoy the training process that we went through with a company called All-Star Dental Academy. They were the phone skills based course that we did all module based online.
But it really helped the, we did it as a team, so everybody did it. And it was kind of neat because it gave us these common talking points and understandings between. What the back was doing and what the front was doing, and they could kind of see eye to eye on some of these things now. So we use them for a good solid year to get, those foundations in place.
That's pretty much it. There's not, I don't have a ton of, other stuff that I need to subscribe to these days. Nice
Michael: man. Okay. Out of, there's a couple right out there. Cloud-based, all-in-one platforms, right? Practice management softwares. Why'd you pick oryx?
Jordan: The original attraction for Orx was really the coy based stuff.
So I'm a mentor at the Coy Center you know, I was always looking for some piece of software that would let me do the types of exams and dentistry that I was taught at center. this was exactly that. And the ORs of two years ago is not the ORs of today like it is.
Is morphing and changing rapidly. It's one of the, the beauties about it, we all complain about our practice management somewhere on, on some level, but, I don't know another practice management company that has a Facebook group that I can go on and request a feature and the C is on there responding to it.
I, that's a very unique environment. And they listen and they do these things for us and add these features that we ask for. And EZ great. Ozzie's great. It's been a really wonderful way for us to be able to provide the dentistry that we've always wanted to do. Yeah. That's
Michael: really good, man.
Mm-hmm. when it comes to Oryx, how much did you, what can I ask? How much do you pay?
Jordan: It's four 50 a month. Us. For orx. the nice thing about ORX is they do offer a way to do just the clinical side. Like if you have existing software that you're using for your administrative side, you can continue to use that while using the ORs clinical side.
you know, we were a startup, so we went all in, we had the opportunity and the time to learn it. But it's super intuitive. Like it's easy. I find that. They're, they have their little hiccups here and there, like any piece of software might. But it's hasn't been anything that my office manager hasn't been able to figure out and implement.
Yeah. So, yeah, it's been a great, it's a great investment.
Michael: Yeah. Cause I was gonna ask, is it easy to train people on and stuff like that? Is it onboarding or is it more like, oh my God, it's taken us like three months to get
Jordan: this going? I think if you were converting, I think there's definitely some more headaches there, but I think there's gonna be headaches with any conversion.
If you're starting fresh. It was pretty easy for us. We started from scratch. We did, they have a bunch of YouTube videos on how to, like, we never brought anyone in. It was the middle of Covid. When we opened. So we didn't bring a trainer in, we just did their, YouTube videos didn't cost us anything.
And once we were through with that and we started implementing it, we were comfortable within it within the first month. It wasn't a huge issue for us to get hit the ground running with that thing. Gotcha.
Michael: Okay. And so you utilize all of it then? All the features and everything? Yes. Oh, okay.
Cool. What's
Jordan: one of your favorite features from it? Oh one. I have different favorites for different reasons. Probably one of The things that we've come to be a little bit known for is what's called our risk assessments. So Orx generates a document like 15 pages long. That's basically all of the summary findings from their new patient exam with pictures and, all these little kind of easy to understand paragraph templates of the things that are going on with their teeth.
And we print this off for people. It has this really informative pie diagram that shows where their risks are. And we give that to people in a little branded folio when they leave. It's kind of like their, it's not the report card. We call it the report card, but Yeah. It, it gives them something to, that's tangible to walk out with.
So that's probably on the clinic side. That's one of my favorites. The review request stuff that they've added has been amazing. That's been really helpful. Texting patients, I just text people all the time. I used to pick up the phone and call people a lot and now I just text them cause yeah, they prefer that anyway.
Yeah, so there's that the, it's a good looking piece of software. It looks fresh, it doesn't look clunky or, kind of Windows 95 esque Type approach. Easy to navigate. Treatment planning's really, really straightforward. I list goes on, like there's Not a ton about it that I dislike.
And even the things that I have disliked in the past they've addressed and they've brought into the mix. Nice man.
Michael: Awesome. All righty. So sliding back into the strategies for marketing, could you elaborate on any unique, maybe ground marketing or regular marketing strategies that have been successful to your practice?
Jordan: Yeah, I think so. It's kind of in the beginning, the ground marketing was huge. We basically were plunked into this area that was just starting to come up at the time, you know, there was not a lot there. The building that I'm in was a parking lot for the, the fruit packing plant that's in behind us for two decades before they started building stuff here, but it just blew up when they started.
So in those early days, I just went around, I used your scripts. They were great. I went around to the businesses in the area and I dropped off some stuff, and, talked with the people there that were the decision makers and said, Hey, like, we're gonna be opening our doors just down the road.
Like here's a signup sheet we're, we're gonna be taking some names and some information of anyone that might be interested in joining our clinic. And I would collect all that. And I think we had two or 300 names before we even opened our doors. You know, we were making phone calls. Two weeks before our doors open and we had pretty much a full schedule. It was just, there was just three of us. I wasn't seeing many people a day. But yeah, that, that was a huge weight off the shoulders in those early days. It was just being able to capitalize on, I have names, I have people that are interested.
I'm not gonna be sitting here twiddling my thumbs, hoping that somebody shows up. And that was great. As we've moved down into becoming a bit more established, it's, I've obviously needed to do less of that. Although I'm kind of thinking that I might do it again.
I might do some, get more involved in the community in a sense to do, do some events, do some we just did. An Invisalign day, we had a we blocked off a whole day. We sent out email blasts to our patients. We did this thing where all we did all day was scan people for Invisalign, and we offered a bit of a promo to do it.
And, we had like 30 Invisalign starts. Wow. Man, on that day, like, it was huge. Like, so, it still works even in established practices doing boots on the ground type approach. Really pays its dividends. Yeah.
Michael: that's good. That's really good. I appreciate that man.
Thank you for utilizing the, I could tell you did cuz you're like, signup sheet and I was like, oh yeah, he did. He did. But that's good man. So the Invisalign day, the promo, what was the
Jordan: promo you guys were offering? We knocked a thousand bucks off, so I Invisalign in our office, we just have a flat fee for it.
And we just do, it's all in, it's, all your treatment plus retainers. For a flat fee. And so we, we had a our, the way that our fee works is it's a bit on the higher end, so it allowed me to build in this really attractive looking thousand dollars off promo. And that's really all it took.
Like we, we did that and people just, came, we just started, we emailed our existing patient base and they. They all filled up a bunch of slots and then they asked if their friend could come do it too. And I said, yeah, okay. Why not? Right? So, and we were doing Invisalign starts on teenagers. We did two 70 year olds.
Like it was just, yeah. Like, it was all, all over the place. Like it was not what I expected at all. But, that's just what the, what this group of people needed to pull the trigger was just, Even just this kind of inkling that they're getting a bit of a deal.
Michael: Yeah. Interesting. Could I ask what the fee is?
Jordan: 6,500.
Michael: Okay. No, it's not a bad No. Compared to, yeah. Okay.
Jordan: Our main thing too, the reason that we did it initially was that my associate was new to it. And, you know, we, I do some, I don't do a ton, but we just wanted to do some more cases.
You know, He said, let's do some cases. And so we did this and it. Just blew up, it was worked out really well.
Michael: Nice. Yeah. Okay. And then, have you ever faced a situation where the promised results were not achieved with the expected timeframe? With any marketing company?
Jordan: Not with a marketing company.
I, so everything that I've ever heard and heard people say was how expensive but impactful. Mail marketing campaigns can be. And so I did one, I spent about eight grand on it. And you know, I did everything that, that I was, that I thought I was supposed to, I had a special landing page for the. That was on the uh, the card that went out. So if people went to the website that was on the card, it tracked them and was able to see, who was coming from various sources and, yeah, I mean, as far as dollars per new patient or it didn't do anywhere near as well as just the dollars we put into Google.
Michael: Okay. You did it on your eddm or what's that? You paid
Jordan: a company like was it? No. Yeah, so yeah, like I did the design. With my marketing company, we just did, like, it was really nice. It was a big like six by nine postcard thing. And then Canada Post just does they have a service that, that does the printing and the um, and the delivery of those packages.
Michael: Okay. Okay. Yeah. Yeah. That happens sometimes. Like you mm-hmm. Could or miss. Right. So then as a practice owner, what advice would you give to our listeners regarding effective marketing and ROI tracking?
Jordan: Yeah, I guess it depends on how comfortable you are diving into some of that stuff. Are anything digital is gonna be easier to track ROI on?
It's really hard to make tangible distinctions about how your dollars are being spent when it's just, when it's a physical object that's going out into the ether. one of the biggest things that I think for as far as ROI goes is capitalizing on what your demographics are.
So knowing what your demographics are, knowing how many pieces of property, businesses, and households exist within a three mile or five kilometer radius of your practice. Because realistically, what you're gonna get is you're gonna get the people that are close to you from where they live.
The number of people that come from work to the office is way, way lower than the number of people that come from their homes. And, tracking that stuff, if you have a good solid marketing company, they can do that. They can create landing pages for you. They can, you can create different phone numbers that lets you track people that call numbers on various pieces of marketing.
You can always do split tests to see how certain pieces of marketing play against each other. in the US you guys have a lot more leniency in some of your advertising than we do up here, at least in British Columbia. Like, we can't really offer, promotions to people in a, in an open way.
Mm-hmm. I can advertise to my patient base, but I can't send. Postcard out that offers people a discounted exam and x-rays or cleaning that would just be a a no-no. But focusing on the patients that are gonna be in your practice for the longest, so, One piece of, one piece of marketing that I never thought would be as successful as it has been has been YouTube. YouTube impressions are cheap, super cheap. And the number of patients that I have come in, because they've seen my office video that we made Come up as a sponsored ad on whatever YouTube video they're watching. Like if you told me that a year ago, I'd say you're, you're silly.
That's ridiculous. But it's been hundreds and hundreds. Like, it's very strange.
Michael: They come in and they're like,
Jordan: I saw you on YouTube. Kind of. Yeah. Yeah. I saw your ad on YouTube, man.
Michael: Break that down for me. How do you do that? So you, go on a YouTube, you decide, is it just like, Facebook ads or
Jordan: Google Ads, or how does that, honestly, I dunno if you've ever been on YouTube and watch, you're watching a YouTube video and That creator has, an ad all of a sudden comes up in the middle of your, your video. Mm-hmm. It'll just be my ad and, you know, the backend,
Michael: the backend. Like, oh, how much do you pay? And
Jordan: Oh, create it. I wanna, oh, I don't want quote me on it, but it's. Like less than a scent per impression or something like that.
It's, It's really cheap. It's bundled up with Google cuz they own YouTube. But yeah, in incredibly inexpensive.
Michael: Wow. Okay. And then so you just have the same video or you create a video specifically
Jordan: for YouTube? Yeah, no, so we, we created a video, six months after we opened with this, my marketing company.
I spent, Five grand on it. It's really professionally done. It's on our website. I leverage it all the time. Instagram, I like, I posted on Instagram I do these things many times over the last two years. But it's just that video. That's the one that's up on Instagram. So they get the intro into the office and they see, the area and it's me talking about the services we offer and things we do.
And it's just set up in a way to be really attractive. And it works. And
Michael: you set it up in like a radius of. Only around your, that's what you do like in YouTube, right? Around your town?
Jordan: Yeah. Or your community or, yeah, like we our area's pretty dense, the focus of who I bring into the practices is anybody within six kilometers.
So six kilometer radius has about, 15,000 people in it, and me and one other dentist. So that's kind of the area. And then anything outside of that, people will come. It's just I've found that as we've matured, our radius is expanding the people that we start attracting. Like, so now we bring people in from several hours away.
They've moved away and they still want to come and see us or they've heard about us, so they'll drive in to do to see us here just because there's no option in their town. But, I think as you, as your practice grows and you start bringing in more people and have a bit more clout you can expand that radius and start advertising a little bit more broadly.
But, it really just comes down to trying to make yourself look different than the person next door. And that's not always easy to do. You have You have to have something that people are attracted to, to be able to do that. Yeah, I think
Michael: that's pretty really, man. Especially like u utilizing YouTube.
Cause I feel like nobody's really,
Jordan: Oh yeah. Like, it never crossed my mind in the early days of this, it's not, I'm not someone that, that peruses YouTube baton. But apparently it's by far the most hours spent than any other platform. Yeah. Yeah, that's true.
Yeah.
Michael: Interesting. Okay. Something to think about. Awesome, Jordan, I appreciate your time. If anyone has further questions or concerns, where can they find you?
Jordan: You can give me, gimme a call at the office. look up the website, send me a message. And happy to answer any questions
Michael: I can.
Awesome. So guys, that's gonna be in the show notes below. And Jordan, thank you for being with us. It's a pleasure. I'll away from you soon. Appreciate it.
