Connection Before Conversion

Full Transcript

In Harris's Own Words.

It's great to see everyone. I like to do these every so often to really help add as much value to the user group as possible. One of the things I've learned is that back in 2017 when we first launched this technology, it was so revolutionary because at the time there was this increase in people looking for cosmetic procedures, but there wasn't a lot of information out there about it. Those that started creating transparency and using videos started to see a ton of success in their practice.

The market has shifted. Now more so than ever, the need for pre-recorded video consults is greater than ever. There are more dentists now, more quality dentists doing excellent cosmetic dentistry than ever before. It's intimidating. You get online and you see cases being posted. At the same time, you have all of these patients who are more educated and want to have their smile done but haven't done anything yet.

While there's a lot of competition out there, there's more opportunity and more patients to pull from than ever before. The difference now is that there is so much information out there that it's created just a ton of confusion. The benefit to you, because you understand how to leverage this platform, is that it's now a game of who can connect with these patients first. Not even who connects the best. Who connects first.

The only way the rest of this content works is if I can get you back to understanding the difference between the patient experience and the patient's experience. The patient experience is what we curate in our practice: the new patient exam, the tour, all the stuff that we try to do. The patient's experience is purely from their perspective. What do they want at the end of the day?

Patients want to know three things. Who do I trust? What are my options? What does it cost? That is why we use video consults to answer those questions as quickly as possible, before they ever come in and meet with us in person.

The question I have is: if you know that video is the ultimate tool for closing cases, building connection, getting more case acceptance, then why are we only using it for new patient leads? Why would we not create opportunities in our practice with the patients that already trust us? The best customers we have are the customers already in our practice, paying us. They already trust us. They're already used to paying us.

Price shoppers. Your team should be trained: anytime somebody is asking about the cost of a crown, a veneer, an all-on-four, instead of saying 'you've got to come in,' we say, 'we do things differently here. Upload a smile photo to this link, and the doctor will send you back a video with their recommendations and a cost breakdown.' You should be getting leads from your front desk. If you're not, you haven't educated them on the value of answering people's questions for free as quickly as possible to build trust.

Hygiene exams. When a patient needs a crown, two crowns, Invisalign, a smile makeover, you have two options. Present it right there and leave with a Dentrix printout. Or step back, record a short video, let them watch it at home with their spouse without the chair-side pressure. That's going to shift you to 87% or 92% acceptance.

Emergency patients. Treat the emergency. Get them out of pain. Then record a video about the other options you're thinking about. In-person consults. Unscheduled treatment lists. Anytime you're presenting extensive treatment, high-dollar treatment, anything where there's confusion. If you're doing it right, if you're present while you're recording and you really care about your patient, you're going to close more cases.

Now more than ever because of AI, there's so much information out there that it's creating confusion. It's pushing people back to creating personal connections with doctors and just asking them. If you can be the one online who's providing content, educating your patients, helpful and approachable, those people will reach out to you when they're ready.