Episode 17 – The Success Series | Why a Boutique Dental Practice Needs a Boutique Marketing Partner

00:00:00.240 --> 00:00:06.240
We really saw an opportunity to uplevel
ourselves. MDA always goes back to the

00:00:04.480 --> 00:00:10.400
table and the drawing board and then
comes back to us with, hey, we talked

00:00:08.639 --> 00:00:14.559
about this. It's not even related to X,
Y, and Z, but this is our suggestion. I

00:00:12.639 --> 00:00:19.760
mean, they're always just so open and
receptive. I think that my dental agency

00:00:17.359 --> 00:00:24.640
really ensures that we maximize the
potential and the efficiency of the team

00:00:22.160 --> 00:00:29.519
as well as ensuring that we put out a
stellar product for the world to to meet

00:00:27.359 --> 00:00:32.719
us through these vehicles first before
they pick up the phone.

00:00:30.480 --> 00:00:38.719
Hey everybody, uh this is Dr. Lee Brown
and I am super excited to have Maryanne

00:00:35.440 --> 00:00:44.000
and Cassie here with us. Um they have
been working with my dental agency as

00:00:41.680 --> 00:00:46.879
well with us uh for for about how long
now guys?

00:00:45.120 --> 00:00:50.399
Cassie, when did we sign the contract?
Do you um was it about a year and a half

00:00:49.600 --> 00:00:53.199
ago or a year?
I think it was a little over a year ago.

00:00:51.920 --> 00:00:58.719
Yeah.
And we actually had met them at a

00:00:55.520 --> 00:01:04.559
conference. And so, um, you know, we we
were really kind of pretty established,

00:01:00.640 --> 00:01:08.880
but when we were we love our website
that we had previously. And so, we

00:01:06.799 --> 00:01:12.240
really wanted to make sure that if we
were going to make a change, we were

00:01:10.320 --> 00:01:16.000
making a change for the better, not for
something parallel. And so, I think

00:01:14.320 --> 00:01:22.080
we'll get a little bit more into depth
as to how the relationship developed and

00:01:19.439 --> 00:01:25.439
why it built our trust to to make that
move.

00:01:23.280 --> 00:01:29.520
Awesome. This is going to be great. And,
you know, knowing a little bit about you

00:01:26.880 --> 00:01:33.920
guys and your practice, um, and I got to
brag on you here. You guys are what I

00:01:31.200 --> 00:01:38.720
would consider high-end premium, you
know, not only in terms of the dentistry

00:01:35.840 --> 00:01:43.119
you provide, but the service and, uh,
that that boutique level that you have

00:01:40.799 --> 00:01:45.520
for each for each patient. So, for you
guys, like you said, you're not looking

00:01:44.240 --> 00:01:51.200
to stay the same. You're always looking
to level up. So, as you're looking at a

00:01:48.320 --> 00:01:56.799
partner to help with marketing, how do
you guys kind of evaluate that and

00:01:54.320 --> 00:02:00.640
decide like, okay, is this the right
partner for me versus just like another

00:01:59.280 --> 00:02:04.000
vendor who's going to give me cookie
cutter stuff?

00:02:02.240 --> 00:02:07.520
Well, I'm going to let Cassie speak to
some of that, but I want you to know

00:02:05.600 --> 00:02:12.800
also the position and the practice that
that we hold, right? So, I'm the CEO of

00:02:10.959 --> 00:02:18.080
Consultants in Dental Aesthetics, and
I'm also like the CVO. So I'm like the

00:02:16.239 --> 00:02:22.720
practice visionary. So I'm the chief
visionary officer. So I'm always looking

00:02:20.080 --> 00:02:26.879
to move us forward and to be able to get
the team to see, you know, the forest

00:02:24.879 --> 00:02:31.760
through the trees. And then Cassie, why
don't you um introduce your role and

00:02:28.959 --> 00:02:35.599
what you do and how we partner to find a
good marketing change.

00:02:33.599 --> 00:02:39.440
Yeah, absolutely. So my role is I'm the
director of business administration. So

00:02:37.920 --> 00:02:43.280
um a lot of different hats, but
essentially it's ensuring that

00:02:41.680 --> 00:02:48.640
Maryanne's vision is coming to life
within the office. as far as like

00:02:45.360 --> 00:02:52.640
patient care um the concierge level of
service that the business team is

00:02:50.080 --> 00:02:59.040
providing to the team members. And so
when we were at the DST Dental Success

00:02:55.840 --> 00:03:03.680
Today conference and um Jackie and Sean
were up on stage, you know, like

00:03:00.560 --> 00:03:08.159
Maryannne stated, we already had a a
relatively strong marketing campaign. We

00:03:05.920 --> 00:03:13.519
had a very strong website. Um Maryanne
has done um wonders with our marketing.

00:03:11.280 --> 00:03:19.040
And so like she said, when we listened
to their um presentation, we really saw

00:03:16.560 --> 00:03:24.159
an opportunity to uplevel ourselves. And
for me with my business team, I saw a

00:03:21.680 --> 00:03:29.760
lot of opportunity where it came to
automating different sort of surveys and

00:03:27.360 --> 00:03:33.920
leads, not to automate and get rid of
the personal touch, but to assist my

00:03:32.400 --> 00:03:38.720
team and being more efficient in
creating those relationships. So, that's

00:03:35.840 --> 00:03:43.440
what I was really excited about when I
listened to Jackie and Shawn up on

00:03:41.120 --> 00:03:48.480
stage, but also just their
intentionality with how they operate

00:03:45.920 --> 00:03:54.239
their company as well as well, excuse
me. It just really seemed like a lot of

00:03:51.519 --> 00:03:59.439
um value overlap and it was really
exciting.

00:03:55.760 --> 00:04:05.280
We had um we were losing the personal
touch with our web host before and so

00:04:02.959 --> 00:04:09.599
when we were making this decision we
have worked with um virtual employees if

00:04:07.760 --> 00:04:16.239
you will and they can be extremely
beneficial. So when we met Jackie and

00:04:12.239 --> 00:04:20.799
Shawn and their team at my dental agency
we really feel like we have more of an

00:04:17.919 --> 00:04:24.720
extension of our team. So they're
extremely responsive to our needs and

00:04:23.040 --> 00:04:28.320
then they also give us feedback. So,
they're honest with us, too. They're not

00:04:26.240 --> 00:04:33.919
just really into it for business
standpoint, but I think that we have um

00:04:30.800 --> 00:04:38.000
a really good synergy in regards to they
want to customize everything for us. So,

00:04:36.080 --> 00:04:45.120
it's not a cookie cutter
onesizefits-all, and that's really

00:04:40.160 --> 00:04:49.360
important to uh Dr. Landry and to Cassie
and my vision in setting us apart. you

00:04:47.840 --> 00:04:55.120
know, we really do feel like we're a
category of one and we're not um

00:04:51.840 --> 00:04:59.759
necessarily like apples to apples and uh
we just always want to be able to

00:04:57.280 --> 00:05:06.000
challenge ourselves, but then also to
make sure that um our message is out

00:05:02.800 --> 00:05:11.600
there for the world to to to find if we
are a good fit for them and um we can

00:05:09.039 --> 00:05:17.039
make better patients together. So, it
really turned out to be a good decision

00:05:14.160 --> 00:05:22.240
for us. it was a an investment but you
know if you do not invest in quality if

00:05:19.600 --> 00:05:27.360
you do not invest in um resultsoriented
things well that's what you're going to

00:05:24.240 --> 00:05:32.160
get. So, um, we we are comfortable with
the decision, but we're always even

00:05:29.360 --> 00:05:35.520
between my dental agency and ourselves,
always tweaking things, always getting

00:05:34.240 --> 00:05:41.520
things a little bit different, a little
bit better, and inventive.

00:05:39.680 --> 00:05:45.199
Just I love hearing your guys's
perspective on how you approach things,

00:05:43.600 --> 00:05:49.120
right? It's it's an investment. This is
not an expense. And if you are not

00:05:47.360 --> 00:05:53.280
moving forward, you're going backward.
And and your guys approach is, you know,

00:05:51.440 --> 00:05:56.960
what's made you successful so far. and
it's why you guys just keep reaching uh

00:05:55.120 --> 00:05:59.919
those next levels. It's just it's cool
to hear. I hope other people just soak

00:05:58.479 --> 00:06:05.360
that in because it's going to bring them
success too. Um I was using the word

00:06:02.800 --> 00:06:10.319
premium before uh in regards to you your
practice and so anyone that you bring in

00:06:07.440 --> 00:06:15.120
as as a partner has to be at that level.
Are there some specific I tangible

00:06:12.800 --> 00:06:19.600
things or was it just a feel um as far
as like what was going to help my dental

00:06:17.199 --> 00:06:23.440
agency kind of take that stuff to the
next level for you guys? I see Cassie

00:06:22.160 --> 00:06:26.880
nodding her head. I'll let her speak to
that.

00:06:24.639 --> 00:06:32.160
Thank you. Um I think one of the
tangible pieces of their organization is

00:06:29.600 --> 00:06:36.880
I personally love patient capture now.
Um we utilize it in our office every

00:06:34.720 --> 00:06:41.280
single day with our website chat with
new patient inquiries. um patients

00:06:39.680 --> 00:06:46.319
needing to contact us for whatever
reason, our implant survey, uh recording

00:06:44.000 --> 00:06:52.000
our calls, and also getting feedback
from my dental agency on how are the new

00:06:49.120 --> 00:06:57.919
patient call sounding. And I think like
what Maryanne was saying, there's a lot

00:06:53.919 --> 00:07:03.680
of the customization to how we util
utilize patient capture mount and how we

00:07:00.240 --> 00:07:08.639
utilize um MDA. And so that's one
tangible or a big tangible that I have

00:07:06.800 --> 00:07:12.639
just really felt fell in love with and
it's created a lot of efficiency within

00:07:10.960 --> 00:07:17.680
my team for sure.
You know, we're we're going through the

00:07:14.240 --> 00:07:23.440
process too of you know when you build a
practice you you have to morph right and

00:07:20.960 --> 00:07:31.120
you have to right size. So, we've really
been getting to the right size for um

00:07:27.680 --> 00:07:37.520
efficiency and streamlining and I think
being good stewards of our resources,

00:07:33.919 --> 00:07:43.039
primarily our team um and that of course
our our finances, but I think that my

00:07:40.400 --> 00:07:47.039
dental agency really ensures that we
maximize the potential and the

00:07:44.800 --> 00:07:54.560
efficiency of the team as well as
ensuring that we put out um a stellar

00:07:50.400 --> 00:07:58.400
product for the world to to meet us um
through these vehicles first before they

00:07:56.720 --> 00:08:02.319
pick up the phone, before they want to
do that. And sometimes people don't want

00:08:00.160 --> 00:08:06.560
to pick up the phone, right? So, they do
like the automation and some of that

00:08:04.160 --> 00:08:12.720
responsiveness to to kind of get to know
us. But if we can put our um living

00:08:09.520 --> 00:08:18.560
colors out there through our website or
through targeted ads and those types of

00:08:15.280 --> 00:08:22.639
things, then people can feel the culture
and then they can build the trust. And

00:08:20.560 --> 00:08:26.240
so they've been very helpful with us in
making sure that when we do quarterly

00:08:24.400 --> 00:08:32.880
campaigns or when we're doing our
targeted ads um that they're they're

00:08:30.080 --> 00:08:38.240
meeting our needs and um they have great
suggestions for us too. So it's not like

00:08:35.680 --> 00:08:46.000
it's a it's a a I would say is a really
good win-win of uh collaboration.

00:08:42.800 --> 00:08:50.720
It's it sounds um you know if kind of
just a fly on the wall hearing it and I

00:08:47.920 --> 00:08:54.880
totally agree. It's much more like
partnership versus like, hey, we happen

00:08:52.560 --> 00:08:59.279
to work with this company. It feels like
they've taken the time to understand who

00:08:56.880 --> 00:09:03.440
you are, what your vision is, ask those
questions, and then just kind of fit

00:09:01.839 --> 00:09:06.320
your needs instead of just throwing
stuff at you and being like, "You guys

00:09:04.640 --> 00:09:11.040
should do this."
No, it's true. And the the other thing

00:09:08.000 --> 00:09:16.720
is too, a lot of our experience with
previous web host or they weren't really

00:09:14.480 --> 00:09:20.880
full service marketing, they weren't
multiaceted. They were really like,

00:09:18.800 --> 00:09:24.959
"Okay, we'll do some SEO and we'll host
your website and then we're going to

00:09:22.720 --> 00:09:30.959
send you like a dashboard with
statistics and for me that just like

00:09:28.399 --> 00:09:34.160
what am I looking at?" So, they really
make sure that we talk through the

00:09:33.120 --> 00:09:39.279
different things. Of course, there is
the dashboard, there is the analytics,

00:09:36.240 --> 00:09:45.279
but they make it make sense for somebody
who it's not their 100% their focus or

00:09:42.800 --> 00:09:50.080
their their expertise, right? So they
make that make sense and put it more on

00:09:48.000 --> 00:09:54.399
a personal level. So and they're always
available if we need to like talk to

00:09:52.320 --> 00:09:59.200
Jackie or Shawn or to the support
people. They make sure that they are

00:09:56.560 --> 00:10:05.200
available for us um to have those calls.
No, no matter is too small or too great

00:10:02.080 --> 00:10:08.320
and um they really reward engagement and
that's what we want with our team

00:10:06.959 --> 00:10:13.680
members is to engage with their
patients. So, it's kind of like role

00:10:10.480 --> 00:10:18.079
modeling the behavior of how our team
should be as well.

00:10:15.040 --> 00:10:22.959
So, well said. And you know, you guys
clearly run your practice, you know,

00:10:21.279 --> 00:10:26.079
like a business. And I mean that in such
a great way, right? You understand

00:10:24.399 --> 00:10:30.000
different roles, different ways to think
about it. Just the fact that you've

00:10:27.839 --> 00:10:34.000
identified a role in a dental practice
as a CEO is so smart because you always

00:10:32.560 --> 00:10:38.800
have to be working on the business,
which allows the doctor to work in the

00:10:36.240 --> 00:10:43.519
business. Um, which is so great. And you
guys, I'm sure, have all kinds of cool

00:10:40.320 --> 00:10:48.480
ideas that come up. And how do you feel
um my dental agency responds to some of

00:10:46.560 --> 00:10:51.040
those ideas? Cuz I I can't think of
anything now, but I'm sure you guys have

00:10:49.839 --> 00:10:54.079
some just awesome stuff that you're
like, "What if we do this? What if we do

00:10:52.240 --> 00:10:57.519
that? How does that get incorporated?"
Yeah. Well, you know that we do we come

00:10:56.000 --> 00:11:02.720
up with ideas like we have a hero
campaign that we work on. So, we really

00:10:59.519 --> 00:11:08.880
love um our local law officers as well
as our teachers as well as our veterans.

00:11:05.440 --> 00:11:12.959
And so we customize um to that group and
so they embrace that. We partner with

00:11:11.120 --> 00:11:17.839
the National Breast Cancer Foundation.
So right now we are in the midst of

00:11:15.279 --> 00:11:25.200
doing a fundraiser which we do annually
and so they'll put popups on our website

00:11:20.560 --> 00:11:31.839
as well. We recently started a 501c3
called Gift of Dentistry which is a

00:11:28.480 --> 00:11:37.519
charity that offers free days of
dentistry. So, we're having a another

00:11:34.399 --> 00:11:44.399
link to that website off of our main
site. So, and like like we constant like

00:11:40.880 --> 00:11:49.200
for me, I like adding layers and layers
and being new and they are like out

00:11:47.200 --> 00:11:55.120
there like a baseball team like catching
the balls because our brains don't stop.

00:11:52.640 --> 00:12:00.000
Cassie and I are always having something
exciting going on. So, they have to be

00:11:58.399 --> 00:12:03.440
ready for us.
Yeah. Well said. Um, I mean they are

00:12:02.160 --> 00:12:07.839
like a baseball team, right? They're
always in the outfield ready to go. Um,

00:12:05.839 --> 00:12:12.480
I would say for me too, what I've really
enjoyed is the same thing. I mean, it's

00:12:10.240 --> 00:12:17.279
really just customization and they have
the monthly calls with us and obviously

00:12:15.200 --> 00:12:22.240
we talk about the marketing and the
online and all of that, but then they

00:12:19.680 --> 00:12:28.240
also do care about how is the business
going. Are there areas that we want to

00:12:25.040 --> 00:12:31.839
um speak more on or is there an area
where there somewhere can be more

00:12:29.600 --> 00:12:36.079
efficient and NDA always goes back to
the table and the drawing board and then

00:12:33.760 --> 00:12:40.320
comes back to us with hey we talked
about this it's not even related to X Y

00:12:38.000 --> 00:12:43.519
and Z but this is our suggestion. I mean
they're always just so open and

00:12:42.079 --> 00:12:49.519
receptive. So it's they've been
wonderful to be partners with.

00:12:47.200 --> 00:12:55.360
So great to hear. And what I what I find
interesting for you guys, um, you're in

00:12:52.560 --> 00:12:59.680
a very competitive market, we'll say,
um, right? There's other practices,

00:12:58.240 --> 00:13:03.760
other people, and and we know in
dentistry, right? Like everybody's we're

00:13:02.240 --> 00:13:08.880
not competing directly, but we're also
competing for the patients to come come

00:13:05.519 --> 00:13:13.839
see us. So, you've you've got to make
sure you're working with a company

00:13:11.440 --> 00:13:18.800
that's doesn't have conflict of
interest, right? um for you guys, how

00:13:16.800 --> 00:13:22.240
was that discussion, you know, had with
my dental agency? How does that work

00:13:20.480 --> 00:13:25.440
out? Um kind of walk me through that
because I know you guys are super smart

00:13:23.519 --> 00:13:28.560
and always thinking strategically like
we've got to make sure we're we're

00:13:26.720 --> 00:13:32.240
protecting, you know, our our little
market,

00:13:29.680 --> 00:13:41.760
right? Well, I think is exclusivity is
is really nice and it's it's key. And um

00:13:37.920 --> 00:13:46.240
actually I for us I don't really feel
like we worry about the competition but

00:13:44.959 --> 00:13:52.320
yes we are competitive. We're in
Houston, Texas or Spring Texas actually

00:13:48.560 --> 00:13:57.199
a part of Houston. And so within a
fivemile radius there's I don't know

00:13:54.720 --> 00:14:05.440
thousands or hundreds of of dental
practices. But when we talk about being

00:14:02.079 --> 00:14:11.440
more boutique or more membershipbased,
we want to attract people like that or

00:14:08.000 --> 00:14:15.680
we want to attract people and we create
the patients that we want too. So we

00:14:13.600 --> 00:14:20.320
don't want to have
too much like what we want to have is

00:14:17.760 --> 00:14:26.000
more quality. So I think that my dental
agency with their exclusivity they can

00:14:22.959 --> 00:14:30.160
really focus on us. I think they too
don't want

00:14:28.320 --> 00:14:34.160
too many of the wrong clients. They want
clients that they can work with and

00:14:31.839 --> 00:14:40.160
partner with. And I think that that's
what we found is that we got that

00:14:36.240 --> 00:14:45.680
personal level because they will just
stay in our zone to make sure that our

00:14:43.440 --> 00:14:51.040
reach is the best that it can be to
attract the types of patients that we

00:14:48.399 --> 00:14:56.240
want and then from there bring them in.
And then Cassie today, sometimes in her

00:14:53.680 --> 00:15:02.639
role, she will be patient advocate and
conduct the new patient interview and

00:14:59.040 --> 00:15:08.320
set goals with the patient. And she gets
those leads through my dental agency or

00:15:06.240 --> 00:15:12.240
through referrals because my dental
agency wants us to work very much on our

00:15:10.480 --> 00:15:18.560
Google reviews. And if you look, we have
stellar Google reviews in a lot of them.

00:15:14.720 --> 00:15:24.320
And then also on referral because once
you build that reputation through your

00:15:21.839 --> 00:15:29.920
website, through your patient capture
now or through um any of the quarterly

00:15:27.760 --> 00:15:34.399
um outreaches that we have or the blogs
that they do, then we're building trust

00:15:32.240 --> 00:15:38.240
so then you get more referrals.
Cool. Yeah, Maryanne stated it

00:15:36.320 --> 00:15:42.320
wonderfully. So I don't have much to add
on that question at all. So I just

00:15:40.320 --> 00:15:46.560
second everything she said.
You are an awesome team, right? like

00:15:44.399 --> 00:15:50.800
it's it's cool to see how you complement
each other and you each have your own

00:15:48.480 --> 00:15:56.240
kind of unique uh area that you can
focus on and how again that frees up Dr.

00:15:54.000 --> 00:15:59.920
Landry to go do what he does best and
that's help patients get healthy. Um I

00:15:58.399 --> 00:16:03.920
hope a lot of people are taking notes on
how they should set up their own

00:16:01.120 --> 00:16:08.000
practice on top of the fact that right
the best thing you can do is bring in a

00:16:05.519 --> 00:16:11.600
partner who can help you optimize what
they're best at so you guys can focus on

00:16:10.079 --> 00:16:15.920
patient interactions and all the things
you do so well. Yes, it doesn't bog us

00:16:14.320 --> 00:16:19.519
down and it really is a weight lifted
off to know that there is somebody

00:16:17.519 --> 00:16:23.279
that's out there really focused on it
and and if they feel like, you know,

00:16:21.759 --> 00:16:27.680
with guardrails, of course, it's our
practice, but if they feel like we're

00:16:25.440 --> 00:16:31.839
getting off, they let us know. So, they
give us a high alert or and and then we

00:16:30.240 --> 00:16:35.839
can put our attention there, but we
don't have to focus on it every single

00:16:33.199 --> 00:16:40.560
day because that can be that can be
daunting, that can be draining. And we

00:16:38.320 --> 00:16:46.000
quite frankly don't have that expertise.
and and you know they do

00:16:43.440 --> 00:16:50.800
yeah everybody on their team has just
been everybody on their team is so well

00:16:48.160 --> 00:16:56.800
educated in all the different areas that
MDA offers. So like Maryann was saying I

00:16:53.839 --> 00:17:01.600
mean I feel very comfortable in um our
decision with partnering with MDA and

00:16:59.759 --> 00:17:05.520
seeing the results that we have been
seeing and I'm just excited to keep

00:17:03.839 --> 00:17:10.400
working with them and keep moving the
needle. So well said, ladies. I got to

00:17:08.240 --> 00:17:14.160
say, too, after talking to you guys, I'm
kind of fired up. I'm ready to go back

00:17:12.480 --> 00:17:17.280
to work and start working on our
practice and and take some of the great

00:17:15.679 --> 00:17:21.039
tips and advice that you guys have had
because we can always learn from each

00:17:19.280 --> 00:17:26.880
other. So, thank you for sharing that.
You guys are awesome. Keep crushing it

00:17:24.160 --> 00:17:30.760
and uh enjoy your day.
Thank you, sir. You as