Two Reds are Better than One

We are delighted this month to welcome a powerful influencer in USA dental marketing, who shares with us her own professional story as well as some priceless tips on marketing in the current landscape.

Grace graduated in 2007 with a background in advertising and psychology and bears testimony that her first job in sales taught her lifelong skills that formed the foundation for her future success. She became the marketing director of a 2-location dental business in 2009 and, over the next 2 years, sharpened her skills at the cliff face by constructively destroying and rebuilding a marketing system that wasn't working. Founding Identity Dental Marketing in 2009, she has by her own admission become an overnight success over 13 years of hard work, starting by cold-calling local dental practices (the hard way) and growing her business and reach step by step. Now she guided the growth of over 1,000 successful practices, broadcast her own podcast to more then 7,000 dental professionals and is a regular ad popular speaker at conferences. You will learn:

• The importance of ethics in learning how to sell;
• The top marketing mistakes that dentists make;
• The biggest challenge of the Covid comeback;
• 3 top tips to grow your patient numbers;
• The importance of tracking - everything;
• Turning your marketing message into a real experience;
• Why it's important to do marketing even when it is raining patients;
• Targeting the ideal patient;
• What's next in marketing?

Enjoy the sheer energy that Grace brings to the room.

The Two Reds are Better Than One interview this week was with Jasmin Wigglesworth - the Practice Manager of Infinity Dental - and Gaby Saracino-Hamill - the lead TCO within the practice. Last year we interviewed Mohsin Patel who is the Principal of the practice and many listeners stated it was one of the best interviews that we have done. This time we get to interview the key people within the practice who make it all happen. On this interview you will discover:

• How an extremely busy practice deals effectively with new enquiries both by telephone and emails;
• The role of the TCO to give world class patient care and how the practice rotates their roles to make the job more fun and rewarding;
• The importance of following up a patient;
• What gets discussed and reviewed in the morning huddle and how they are always consistently evolving the patient journey;
• The importance of the after-treatment interview, how they get 5 star google reviews, and enrol patients onto a membership plan;
• The advantages of recruiting new team members outside of dentistry.

AND MUCH MORE...

Rich Madow is a Dentist, Speaker and Business Coach from Baltimore in the USA. He graduated in 1984 and started his dentistry career working in a hospital. Very quickly he found an associate position. However, he soon clashed with his boss and after a few months was sacked from his job. Not long after, he purchased a run down Practice in his hometown which is where he started his journey into Entrepreneurship. At the time, dentists had a real issue with getting paid, and Rich and his brother devised a 'Collection Document' which they used in their own Practices. They soon found that it worked very quickly, bringing in thousands of dollars in unpaid bills. Knowing that they were onto something, they appointed the top copywriter in the USA to write a business letter and marketed this collection form to dentists all over the USA. The result was that over 30,000 dentists used these documents, a fantastic achievement when you consider there was no social media at the time. The brothers founded a conference called TBSE, which was a yearly conference in Las Vegas where up to 2000 delegates regularly attended. In this inspiring interview you will learn;

• The importance of developing Marketing Skills and how to apply them in your Practice
• The dumb mistakes dentists regularly make in their Practice
• The importance of your existing patients to your Practice and re-activating old ones that have not come in for a while
• The million dollar filing cabinet concept

AND SO MUCH MORE.

This podcast is about how Andy has looked at the clinical recruitment landscape in UK dentistry and decided to wade in there with a completely fresh approach. "Disruption", "agility" and "innovation" are the key words to associate with Andy's new company. In this interview you will learn:

• how Clubhouse is taking the social media world by storm (and why CB doesn't like it);
• about Mark Beaumont's book on cycling around the world (and why Ashley loves it);
• how Andy wants to set "personality" as the central focus of recruitment;
• why good clinicians and excellent Employers struggle to find each other in a world abundant with talent;
• how Openwide is introducing a completely new experience to both candidates and employers in UK dentistry;
• the innovative use of video showreels to replace CVs and job adverts;
• why recruitment has to be a process and not a knee jerk;
• replacing boring job descriptions with "The Year Long 100 task List";
• how to turn a job into a career;
• how Andy helps his clients with "The DeepDive Call".

If you want a career pathway in dentistry OR if you want to be able to hire the best clinicians around - this podcast is for you.

Discover how two brothers bought an Ortho Practice & transformed it into a beautiful multi-disciplinary practice in just three years (with Covid thrown in for good measure). Brothers Rohit and Karan Farmah, two very young dentists are on a serious mission. They purchased a traditional Ortho Practice in Birmingham three years ago, during this time, they have re-named, re-branded and now ' The House of Dental' takes referrals from dentists in the area. They cover every dental speciality within the Practice. They have achieved so much in such a short period of time. They have had plenty of ups, but along the way, many challenging moments where they have had to really dig deep, work round the clock to get to where they are now. Both Rohit and Karan were extremely generous with their time and also sharing their ideas, have a big pad and pen to write down all the ideas you will get from this 45 minute interview. In this episode, you will discover;

• Why their partnership has worked so well and the skill sets needed when you are buying a Practice.
• The importance of delegation and letting go. What you as a boss need to concentrate on.
• Why you need a superb Practice Manager on board
• The recruitment of a ' Referral Manager' a first for the dental industry
• How to get your team on board with your vision and why it is so important when you are buying a dental practice.
• What qualities are important when you are recruiting and how to do it right first time
• The mistakes made when buying a new practice and the lessons learnt
• Why it is important to make decisions quickly - the seven day rule
• The importance of commanding and earning respect

AND MUCH MORE

This episode of the 'Two Reds are Better than One' podcast is something a little different Chris and Ashley interviewed two rising stars of UK Dentistry, Aamir Vaghela and Aran Maxwell-Cox. Aran and Aamir are two driven, successful dentists who have grown their Private Treatment and are producing record numbers of Clear Correct and Invisalign Treatments. They are consistently doing this week in and week out. That takes a very special mind set and attitude. In this interview, Chris and Ashley delve deep to discover the traits, skills and most importantly the mind set, to understand why they are so successful and the daily haibts they have formed. Whatever your role in the Practice you will learn from Aran and Aamir, so have a pen and paper ready to take some notes. In this episode you will discover;

• What it takes to be a true success in dentistry today
• How to maintain the drive and positivity every day
• The different types of marketing that you need to implement to attract new patients and how to get good numbers to Open Evenings
• How to manage patient relationships, so they become raving fans
• How to use Instagram to grow your brand
• How to avoid 'the perfection trap'
• How they get the patients to a "yes" more often

AND MUCH MORE

This is the most fascinating and compelling interview that we have ever done on the 'Two Reds are Better than one Podcast' After a spell in the army, where Mike Hesketh saw action first hand in Afghanistan, he came back to the UK and he and his wife Lara purchased a four surgery dental Practice in Exeter. He grew the turnover from £480,000 to £2.5M in four year. They set about initiating a 'game changer' opening 7 days a week within the first three months of opening, becoming the only practice in the South West to do this. They continued to push the boundaries, they quadrupled the size of the practice, employed 21 team members, 10 dentists and 5 hygienists. Their associate led business was sold for £3.2m allowing Mike, his wife and two daughters to take a year off and travel the world. After a few months Mike packed in the dentistry, allowing him time to study a MBA at university. I can promise from minute one to minute sixty you will be compelled and you will then rewind the interview and listen again. You will discover;

• The lessons Mike learnt from the Royal Marines about leadership and how he took these skills into everyday dentistry
• How to initiate change into a Practice and get your team on board
• How not to worry about the small stuff and not let everyday challenges get on top of you
• The importance of delegating and letting go
• How to sell a vision to your team and get them to come on board with you
• How to release yourself from dentistry and eventually hand over to the running of the business to a General Manager.
• The vital importance of daily group huddles

AND MUCH MORE

A very informal conversation between Chris and Ashley this time. Chris in The Barrow Bunker and Ashley in The Indigo Hotel, Paddington, part way through a 2-week lecture tour. We begin by discussing how a few minutes listening to the news every day can be enough to demoralise even the most optimistic amongst us - and how this must affect team members and patients. Chris then goes on to explain how he has been using research to challenge the bad news being peddled by the media, demonstrating that the information we are being fed on the economy is misleading. In this podcast you will learn:

• How important it is to challenge media sound bites;
• Why all business owners have to pay a "success tax";
• The important messages you must share with your team and your patients;
• How a daily gratitude session can set your mood for the day;
• What we learn about leadership from The Sopranos.

The mood is light but the message is important.

13 years ago Jessica Richards was told that her cancer would give her a below average change of survival beyond 5 years with surgery, radiation and medication. She refused all and is here to tell her tale.

Jessica is a Personal Transformation and Leadership Development Specialist who has had a practice in Harley Street since 1991.

Her work reaches beyond healing, helping people gain creative insights into their purpose, direction and meaning in life.

She is particularly committed to helping people find their leadership potential and to helping leaders go further and deeper in their lives and work.

Jessica has been a Clinical Hypnotherapist since 1985 using her unique and highly effective 'Changing the Groundhog Day' process, which identifies and resolves self limiting beliefs and is life changing.

Her work reaches beyond resolution, helping people gain creative insights into their purpose, direction and meaning in life.

On this podcast you will discover,

• What is groundhog day and the impact it can have on your personal and business life
• The impact on self limiting beliefs can have on you and how to resolve them
• How when you devalue yourself it impacts not just yourself, but your patients
• The importance of making decisions based on facts and not at 3AM in the morning
• Practical advice to get through COVID
• How to reduce stress and worry in our lives
• And how we should feel privileged to have lived through these extraordinary times

For the first time in a long time, we decided it would be good to just catch up and reflect on what we can see around us on the dental landscape. In the podcast: 1. How each individual dentist has to solve their own practicing puzzle in the return to work phase; 2. Using a 90-second video to communicate with your patients; 3. Using Zoom to deliver ethical sales; 4. The emerging digital consultation pathway; 5. Delivering effective telephony as we return to work; 6. A live role play on how to turn a new NHS patient enquiry into a first paid private consultation. Join Chris and Ash as they share some top tips.