Tag Archive for: best practices

Hello and welcome to Ascent Dental Radio. A program dedicated to the balance between the clinical aspect of health care and the business of health care. And now here is your host, Dr. Kevin Coughlin.

Kevin: Welcome to Ascent Dental Solution Radio. This is Dr. Kevin Coughlin, owner of Ascent Dental Solutions. I want to give a thank you to Stand Out and Be Heard, Mr. Doug Foresta, who has produced this podcast for me for the last year or so. Without his expertise, this couldn’t be done.

Today, I’m fortunate enough to have owner and CEO Andrew Olsen, who owns and operates Loft Light Media. I’m extremely pleased to have Andy here as our guest.

Although most of our listeners are dentists and physicians, I know we have all kinds of different business owners listening to Ascent Dental Radio. In this particular case, in full disclosure, I do have a working relationship with Loft Light Media. I contacted several different venues to improve my mobile device and the message that that mobile device provides along with my website.

And over and over again, I came up with the same name and that was contact Andy Olsen of Loft Light Media. Basically, Andy, I can’t tell you, thank you so much for taking time to be on this podcast. Give us a little history about your business and how it came about.

Andy: Absolutely. Thanks so much for having me, Dr. Coughlin. It’s something I’ve been looking forward to doing with you. We started our business not necessarily planning to specialize in dental businesses, but that’s sort of how it worked out. I put together a video for an oral surgeon in southern New Hampshire and then kind of through him meeting some companies that were working on developing new smart phone apps. They sort of saw that video and asked if I wanted to do more like that. So actually at this point, about 90 percent of videos we produce are in the dental field, which we love. We’ve really had a good time learning about that and finding out how we can best help people who are in that particular field.

Kevin: Andy, how long has Loft Light Media been in business?

Andy: About four years now.

Kevin: And you’re primarily located in the New Hampshire area, but I believe you’re available to travel pretty much wherever is needed, is that correct?

Andy: Yeah, that’s right. We’re based in southern New Hampshire, but a majority of our clients range from New York, New Jersey, we have one we’re doing in Florida next week. So yeah, we travel depending on what the need is.

Kevin: I don’t know if our audience is aware, but Google has almost 13 billion searches every month and the vast majority, almost 80 percent of these searches today are done on mobile devices. And what Andy and his company, Loft Light Media, educated and showed me is how more and more people use their mobile device to do a search. And when you do a search, perhaps the best thing is to try to connect with our audience or patients in our case and the best way to connect is through a story. Andy, can you tell us how these videos help accomplish that goal?

Andy: Yeah, absolutely. That is exactly the main point of them, is most of your clients at this point, I would say, and every year the number grows, but I think last year to this year it’s about five times as many people are search on their smart phone or their mobile device. And as everyone who’s tried to do this can say from experience, when you have the patient zoom in on text, that’s a tedious process and most of your customers or your patients just won’t do that. They’ll just move on and they’ll skip back and miss a lot of the message that you really want to get across to them.

The advantage is they not only solve that problem instantly, that they can click a video and it’s interactive, it’s engaging, it’s beautiful. What we do are stories. Within 60 seconds we sort of give them a glimpse into who you are, what it is that drives your practice. You get to not only just tell them about it, but you get to show them as well. There’s a lot of power in that.

Kevin: It almost reminds me years ago when MTV came on to the scene and we were watching these videos and the entire world was taken by this. When I’ve seen the mobile devices in websites with videography in music, it’s quite moving. I can tell you it grabs my attention and it takes a lot to grab my attention. Do you have an artistic background, your education? How did you learn this? Where did this knowledge come from?

Andy: Absolutely. I appreciate that jumps out to you. When we put together a video, we really don’t have a cookie-cutter formula, we really try to customize it, not only the message, but the personality of each of our clients that we’re working for. I am a musician. I grew up very interested in music. Almost decided to go that direction professionally instead of video.

But I think video really, I’m love with the art of helping to communicate a story in a short amount of time that really leaves a lasting impact on somebody. And I think that a lot of businesses have a great story to tell, they just haven’t found a partner yet who can help them tell that. We love to do that for people.

Because I do have a background in music, we’re very picky with our music. We try not to use anything that sounds like it’s canned or just to be mass distributed, but we try to really actually license music by real artists and that makes a big difference. It really communicates the emotion, the feel of your practice, which, I think people can notice that difference.

Kevin: If you’re comfortable, Andy, let’s get into some of nitty-gritty. When you do a typical 30-second, 60-second or 2-minute videography, about how long do you need to film to get that story so that you’re comfortable and your clients are comfortable?

Andy: There’s a few variables. Sometimes the doctor could choose to actually speak in their video. So we’ll conduct a short interview with the doctor, try to get some candid responses about what it is they love about their work, what’s their philosophy of treating their patients, maybe what technology that they’re excited about and how that’s solving problems for their patients.

So we’ll have discussions like that and then we’ll intermix that with a professional voice actor that will then translate the rest of the message, kind of fill in the gaps, maybe where they’re located and a call to action or something. All of that put together really only ends up being 60 to 90 seconds, but when we’re there filming, the process takes about I would say safely four hours.

During that time, like I said, we customize it to each client, but I would say the majority of the time they’re actually treating real patients. So it’s a normal day, the front desk is running, the hygienists are treating patients, the doctors are treating patients. You get that real interaction. The doctors don’t have to worry about trying to be professional actors, too. They actually just go through their day. And I use a very small camera that’s not intrusive and I just capture things as they happen and we put it together later and edit it to be a video that really tells their story.

Kevin: And the great thing for health care professionals is the patients are still being serviced, the business is still up and operational. As small business owners, to take a half a day or a day off for filming can be quite expensive and disruptive to the normal flow. So the fact that you can do this while the doctors are still performing their day to day duties is, to me, just a huge, huge plus.

Another technical question; in your experience, these videographies, should they be updated semi-annually, quarterly, yearly? What’s your recommendation and suggestion for our listeners?

Andy: Normally, what we do is we begin with the story of the practice. That’s normally a 60 to 90 second video telling about who you are. That video, I would say usually has a lifetime of at least a couple of years. Within that time, maybe you’ve made some updates to your office, maybe you’ve added things, maybe personnel have changed. Usually, those are the reasons why we go back and say let’s update it, let’s add some new material and just make small revisions to what you had before.

But often, what will happen is we’ll actually add new material. So we’ll add patients’ testimonials. We’ll actually get some of the patients that have had an incredible experience at your office to come in and take 20 minutes of their time to tell their story. I’ll sit with them and we’ll have a conversation and we’ll edit that together.

And that becomes sort of like a living review for you that’s constantly promoting your practice. And that really gives what’s called social proof. So it’s not you talking about you, but it’s someone that the public can relate to just telling the truth about their experience. And that’s a really powerful addition.

So we do things like that and then we add other components. We sometimes highlight certain clinical procedures or for an orthodontic office, sometimes we do just fun things. We did like a mannequin challenge where they were able to put that on their social media and it just generated some fun or interactions with their patients.

Kevin: For our listeners who have different areas of expertise and knowledge in this particular area, the video that you film, can you use it both on the mobile device and on the website or is there something that you’d recommend different, one specific type of video for a mobile device and something specific for the website?

Andy: That’s a great question. I think there’s no difference at all. You can use the same video content on your mobile device as you would on a computer. The beauty is, you’ll own the video. We create a video, we turn it over to you and we actually recommend put it on your social media. Load it onto YouTube because that helps people find you.

The more video links you have tracing back to your practice’s website or your practice’s social media, that helps you rank higher in what’s called SEO, which is just what happens when someone Google searches a dentist or a specialist in your area.

Kevin: So no matter how great the content is, if they’re not searching and finding you, it could be less beneficial and those assets may not be used as well as possible, correct?

Andy: Absolutely. I do recommend, depending on who you’re working with to do your marketing, some practices do that in-house and some will bring in professional help to do that, but you do want to consider how are you going to release your video.

Because you can have a great video, but you don’t want it to just be silently released. You want to very strategically link it back in the right ways to give you the best response. And we certainly have partners that we highly recommend in that regard. But as long it’s done professionally, then you’ll get the best result possible.

Kevin: Andy, this next question I don’t mean to put you on the spot, but I know I find it awkward sometimes people always saying how much does this cost, how much does that cost, how long does this take. And there are so many variables, but ultimately if you could give our listeners, what can they expect as an investment to get what you would consider an acceptable story, an education about the practice that people watching will start to be engaged and understand that this is the type of practice I want to go to? This message, on average, what would you think it would cost the health care provider to have your expertise to create this story and this image?

Andy: As you mentioned, sometimes there are variables, but we have developed packages that we feel like have served clients pretty well and those include different levels of content. So to just create a basic video that is telling the story of your company, that first building block that we recommend, usually that starts at about $2,500 plus travel. We try to keep it in this mid range.

We’re certainly not a college graduate running it out of their basement, but we’re coming in well below what most ad agencies will start at. And we do that because we know what it’s like to be a small business and we want to empower them to get their story out there.

So we start there and then we have packages ranging from there to about $9,000. But that package will include several videos. You’ll be doing testimonials, you’ll be on an office tour, you’ll be doing all these components that it helps serve your patients well, even post operative instructions.

Basically, it can convert your whole website into a video hub. But there’s all tiers in between so that people can start at a place where they’re comfortable.

Kevin: Let me tell you, I have been practicing dentistry for almost 35 years and the one thing that I learned is always surround yourself with people who have excellent talent, excellent integrity and deliver on their promises. I’m flattered that you took the time today to talk to us, but I’m more impressed with the fact that you can educate, not just the dental community, not just the physician community and health care in general, but any business that’s interested in really connecting.

And as you have mentioned so clearly, basically, people don’t always remember the nuts and bolts. They remember the story, the connection, the emotion that was created. And viewing your work, I can tell you that every one that I personally viewed, I felt a compelling connection.

If the listeners out here want to contact you, if they want to get in touch with you, they want your expertise and service, what’s the best way for them to reach out to Loft Light Media?

Andy: They can reach me through www.loftlightmedia.com. There’s a contact page on there and that goes directly to my personal email. You can also send me an email which is andy@loftlightmedia.com. I list my personal cell phone on all my emails and right there on the website which is 603-305-8133. I love what I do and I love helping practices connect with their clients in a more meaningful way. And I’m honored to be a part of this. Thanks so much, Dr. Coughlin.

Kevin: For those listening to my podcast now for the last year, I only have people on what I call BLT: I believe them, I like them and I trust them and you and your company certainly fall into that category. Andy, I can’t thank you enough and I hope the individuals listening today have enjoyed today’s podcast.

You’re listening to Ascent Radio. My name is Dr. Kevin Coughlin and again, special thanks to Stand Out and Be Heard, Mr. Doug Foresta, who has produced well over 40 of these podcasts for me over the last year and without his expertise, none of this would be possible.

Thank you for listening and I look forward to talking to you next week. My name is Dr. Kevin Coughlin and again, you’ve been listening to Ascent Dental Radio and our special guest today is owner and CEO of Loft Light Media, Mr. Andy Olsen. Thank you all very much and have a great evening.

Hello and welcome to Ascent Dental Radio. A program dedicated to the balance between the clinical aspect of health care and the business of health care. And now here is your host, Dr. Kevin Coughlin.

Kevin: Good afternoon. You’re listening to Ascent Dental Solutions Radio. This podcast is brought to you by Mr. Doug Foresta. His company is Stand Out and Be Heard and without his expertise in podcasting and production, I would not be able to bring this podcast to you. The podcasts are made for business in general, but dentistry specifically. In this particular podcast, we’re fortunate and lucky to have Mr. Bob Tremblay, who’s been associated with the dental profession for over 35 years.

So often, we as dentists sometimes underestimate the knowledge and information that’s right at our finger tips. Mr. Tremblay has been involved as a growth specialist for Patterson Dental Supply, as I said, for over 35 years. He serves well over 100 dental offices and in my opinion, he’s an expert in the field of dentistry.

His expertise can make your practice grow, make your life better, and most importantly, provide the assets and information to provide the highest level of care and satisfaction to our patient base.

Bob has been featured in full-page articles of Proof, the industries trade magazine. He’s received numerous corporate and national awards for sales and sales training and has consistently been the growth driver of awards and has been in the top ten percent of his specialty with over 1,000 different colleagues for the last 15 years. I consider Mr. Tremblay an expert in the field of dental supplies, dental growth and the general business of dentistry and we’re fortunate to have him take time from his busy schedule to speak to us on a variety of topics that I believe can help your practice and provide some knowledge and insight that sometimes we often forget.

Mr. Tremblay, thank you so much for joining us. I can’t tell you what a privilege it is to speak to you this afternoon. Bob, what can you tell us about the dental profession today as you see it? Since you see hundreds of dental offices, what do you see as some of the trends in dentistry today?

Bob: I think dentistry today is probably the dentistry we’ve seen in quite some time. I think that dentistry is changing very, very rapidly with different procedures and easability of doing the procedures in the dental industry.

Kevin: Bob, sometimes what I found is that the materials, the techniques, change so rapidly. And as a practicing dentist for 35 years, sometimes I get set in my ways, I don’t want to change. I think what I’m doing and what I’m using is the best technique and best procedure.

But with your expertise, you’re able to come into an office, evaluate the supplies, the materials and techniques and you can really add insight to the dental profession because not only do you know these materials and their advantages and potential disadvantages, but you’re seeing them used in hundreds of practices. How do you go about the training and the education of a dental office? What does Patterson have to offer that sets your company apart from the other supply companies?

Bob: First of all, thank you. There is over 84,000 items in the dental industry of what doctors used. And like you say, you’ve used them for years and you become comfortable with what’s going on and what that product does for you. But the evolution of the changing products and what they can do and the strength of certain products, that changes quite frequently. I pride myself in learning and taking numerous classes all the time on the certain products.

But there’s a lot of products that have a lot of similarities and there’s a lot of dentists that enjoy that manufacturer of products or what it does and how it handles. Each office is different of products and I will always provide information on certain products and give them the tools and give them my understanding of what that product does and how it would work in their hands and what the final result is.

But the items out there, each doctor is different and each doctor looks at things different and handles things different.

So I certainly give them the tools to utilize, but it really depends on what they want to use at the end of the day and there are a lot of products out there that can accomplish the same thing. Because it’s comfortable in their hands and they’re using it, I won’t have them changing it unless I know that there’s another product out there that is just far better than what they’re using.

Kevin: Bob, sometimes when I open my closet, I believe I actually have all 84,000 items. I know that’s an exaggeration, but many times I find dentists fall into different categories. There are those dentists who don’t want to try anything, and then there’s that group of dentists who are willing to try almost anything.

And what I found a great asset of Patterson Dental is many times they’ll bring into the office a lunch and learn and allow the dentist and the team members to try different materials, work with those materials before we actually make the investment and time and finances to implement that into their practice. That’s something that I think is not only unique, but very special about Patterson. And what I found working with an excellent sales representative such as yourself, you allow those lunch and learns. Is that correct?

Bob: That is correct and that’s a great topic and something to talk about. That’s one of the things that separates us from the Catalogs and the Uniques out there. There are so many lectures that doctors go to that they tell you that this is a better product and why. So the doctor would go on the internet and try it out and they’ll have a very expensive kit on their hands that they don’t like the handling of it or something like that.

One of the things that gives us the advantage or the value of coming into your office is we have these lunch and learns. Even though the lectures will say that this best, it may not be, like I spoke earlier, it may not be their type of product that they like to use.

So what does that do? That does what many offices that sits in the storage shelf and it’s never used and it becomes outdated. But it’s very important to have the value of somebody like myself to come in to explain the product, for them to utilize the product and try it out even in hand.

And we certainly — I know I do and Patterson stands by this — we give you 100 percent guarantee. So if you use it and it’s not what you want or it’s not what you thought it would be, we certainly take it back and give you a full credit if it’s in a kit’s form. Because it’s something that we can’t guarantee that you like and it’s important that you utilize what you have.

Kevin: If I could just make an inside comment, my personal opinion is sometimes we as dentists we’ll only give something a try once or twice and then that’s it, we’ve given up on it. And like most things in this world, sometimes it takes a little additional training, some patience, to make sure that these products are used properly, not only by us, but the dental team that supports it.

If you were to comment on the restorative part of dentistry, which is still a large portion in dental health care. I noticed a phenomenal company like VOCO has the ceramic composite restorations. How are those products being represented and is the dental community and the patient base receptive to them and are you getting good to excellent feedback on the products such as those?

Bob: Yes, and VOCO does have a new ceramic-based resin composite and it seems to be really taking off quite well. There’s a lot of manufacturers out there, that name brand product: the 3Ms, the Dental Supply Cox of the world, that have that name or that brand, if you will, so doctors will utilize theirs before. VOCO is from Germany and they’ve really stepped up and have really come up with some great products. They’ve really come a long way with their resins and their ceramic resins and other products along the way.

But there’s many, many manufacturers; Ivoclar has some great ceramic products as well, but it really depends on how the doctors like it to feel. As Gordon Christensen says, there’s three things you really look at when you do; how it handles and what the end result is and obviously, the cost. We want to look at those three things. And if those three things work in a dental office, it’s worth utilizing.

Kevin: Bob, if you were to comment on the actual instrumentation. I know through personal experience Patterson has an excellent association with Hu-Friedy and the cassettes and the instrumentation that goes along with that. I’ve just been blown away by the incredible hands-on service to prepare these kits. These kits can sometimes have 20, 30 instruments in it and the organization and the implementation which is just phenomenal. That association with Hu-Friedy, how long has that been going on for?

Bob: That’s really a great statement there. Hu-Friedy is one of the finest instrument manufacturers in all of dentistry. You look at their dollars and so many people are so short-sighted looking at instruments because it’s very price difference from one instrument manufacturer to another. And it’s definitely a quality product and you can have instruments that are a very weak metal versus a strong metal. Plus the Hu-Friedy company really prides themselves in an organization of IMS cassettes. It’s not just instruments being put into a cassette, it’s a very well-built cassette, very organize-driven to make your job more efficient and better organized.

And that’s what helps the dental offices get better and grow, is the organization of their protocol and procedures and what they do. And Hu-Friedy certainly adds to that with their IMS cassettes. Their instruments are far better than any other instrument I know and I’ve dealt with. They’re constantly designing new instruments for different procedures. They never stop. They’ve really taken the time and every single…

Kevin: I can tell you when I had an instrument fractured, and in almost all cases, it’s because I was using that instrument improperly, I took it beyond what it should have been done, I’ve never had an issue with Hu-Friedy replacing that instrument free of charge.

But for those listening who may be just beginning their career or thinking about improving their overall practice, the ability to organize your cassettes for orthodontics, endodontics, periodontics, restorative, whether that be amalgams or composites, the whole gamut of the cassette organization and the instruments in those cassettes I cannot emphasize how incredibly effective and efficient it can be when you allow a company like Patterson and Hu-Friedy to set this up for your office. And again, that over the top service and care will pay you back in dividends.

I’d like to change topics and brag a little bit that I had the fortunate time to go to a Sirona meeting in the Connecticut area recently. I know the relationship with Patterson and Sirona is quite strong and I was just amazed at the new technology. And for someone who, I believe, keeps up-to-date and usually has the latest and greatest, what can you tell me about their 3D imaging that really stands out with Sirona?

Bob: I just want to say, Kevin, you’re absolutely right. Sirona is, yet again, another German company that Patterson is really connected to and has really worked well with. They have not only CAD/CAM, but their latest CT scan that really helps them and dentistry and actually has changed dentistry from where it was even two or three years ago where it is today.

Dentistry is changing and the technology that is out there. Sirona provides some huge high-end technology from CAD/CAM to CT scans to take better care of the patients, easier, faster, less trauma. With their 3D scans, it allows you to do implants without flaps. It gives you the tools that you need to pretty much do everything in the dental office that wasn’t able to be done two years ago.

Kevin: What particularly for me took me back at that wonderful weekend was the integration of CEREC with Galileo; the ability to have this technology, whether it’d be the intraoral cameras, that whole integration of the technology so that it’s user friendly. As an early CEREC user, I remember some of trials and tribulations, not only with the hardware, but the software.

And sure enough, a company like Patterson and Sirona team up and they understand some of the disadvantages that new technology can present and they proceed with research, technology and it’s just amazing how everything is married together today. Can you give us an example of what you see in the near future, what’s on the agenda that Patterson has that makes your company continue to stand apart from other companies?

Bob: I think that Sirona will always be a major part of what we do and what we have seen. You had mentioned the CAD/CAM and the capability of how they marry each other into the CT scan. And it really keeps everything into the general dental office where you can scan the mouth, do a CT scan that will allow you to do a surgical guide by milling it with the CEREC to place the implants.

Kevin: I can tell you, Mr. Tremblay, that I’ve been a practicing dentist for the last 35 years and in my opinion, like most businesses, most businesses revolve around relationships, what I call the BLT. You want to deal with people you believe in, you like and you trust.

And for the listeners out here, I cannot emphasize the importance of creating that relationship with your sales representative who’s actually a part of your team. Use them, use their knowledge, use their information, their technology and it may be one of the best relationships you’ll foster in your professional dental career. I’m so happy that you were able to take time and I can’t tell you enough how much I have been appreciative of your expertise and your company’s backing and just your ability to teach our team members and our office how to get better. Mr. Tremblay, thank you so much.

Ladies and gentlemen, you’ve been listening to Ascent-Dental-Solutions. It’s a company that focuses for dentists on dentists. I hope you’ve enjoyed today’s podcast. I want to give a shout out again to Stand Out and Be Heard, Mr. Doug Foresta, who’s produced over 40 of these podcasts for me over the last year and without his expertise, this couldn’t be done. Mr. Tremblay, thank you so much for your time and expertise and we’ll be talking soon.

Bob: Kevin, my pleasure. Thank you so much.