The Balancing Act: AI Automation vs. Personalization in Digital Orthodontic Marketing

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Welcome to the hay Docks Podcast with
your host Jill Allen. Today I have
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Jeff Slater from Kaleidoscope joining me on
the show. With AI becoming such a
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prevalent topic in everything these days,
I thought it would be time to have
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the chat about what it is and
how we should or should not be using
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it in our practices. From Google
pay per click ads to AI pitfalls,
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we have a lot to cover,
so let's dive in. Hey docs,
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let's talk about smile Sweet because it's
not just another scheduling system. It's a
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game changer in the world of new
patient management, and as a proud smile
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Suite partner, I've witnessed the incredible
impact it has on practices of all sizes.
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Smile Suite means your new patient calls
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a week, even during nights and
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presentation software and seamless post consultation follow
up. It's like having a secret weapon
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for your practice's success. Curious dive
into the revolution at getsmilesuite dot com and
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don't forget to mention Haydocks to unlock
some extra goodies. Elevate your practice with
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smiles sweet, because every smile deserves
a suite of excellence. Jeff, I
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am so excited to have you on
Haydocks today. In the event that somebody
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hasn't had an opportunity to meet you
yet or talk with you yet, would
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you mind just kind of talking to
us a little bit about yourself and your
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role at Kaleidoscope. Yeah, for
sure. I'm the VP of Operations at
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Kaleidoscope. And also, thank you, Jill. It's really exciting to be
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to be here with you today.
And I actually started as Mary Kay's first
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full time employee. So a lot
of people in our industry recognize Mary Kay.
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They know her name, the original
orthopreneur, you know, orthodontic,
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SEO and web design. And back
when her office was in her house she
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had a bedroom converted to an office. I would sit next to her three
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feet away and just look over her
shoulder and listen to what she said and
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do her research and do her proposals
and really just learned everything on the job.
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And that was probably twenty eleven.
So here we are now at twenty
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twenty four, and essentially her right
hand now on most things Kaleidoscope. Oh
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that's great. One of the reasons
that I was like, Oh, I
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really want to have you guys on
is I also feel like you always have
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a really great pulse on what is
going on out there when it comes all
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things Internet. And I feel like
there has been such a hot topic lately
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around AI. And you know,
we can write us, you know,
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about anything we want. Now.
It can design people to be in our
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ads. I mean, it can
kind of do it all. But what
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I want to just kind of pick
your brain a little bit about how you
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are seeing AI in our industry being
used, and you know what we are
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seeing coming at us maybe for twenty
twenty four and I think, you know
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beyond for sure. Yeah, I
think it can go a lot of directions.
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Right. So with a marketing side
of things, it's really content creation
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and AI making our lives a little
bit easier coming up with ideas. Maybe
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I have an idea, but I
haven't fleshed it out, so I just
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need more text. I need more
content behind it. So we can use
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AI tools like a chat GPT to
feed in our prompt. Here's what I'm
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looking for more text on here's my
idea? Help me flesh it out and
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then take what gets spit back and
now you're into the editing phase, right,
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you kind of get to fast track
that first draft process. I've got
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my idea, give me my first
draft, and then let me put some
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human touches on it and sort of
fine tune it from there. Are you
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seeing a lot of doctors that are
starting to use this when they're trying to
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develop out maybe their content on their
websites, or are they using it more
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in their social ads? Like?
How are you seeing an advice seeing docs
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use that? You know, for
the most part, it really is in
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that initial content creation. And I
talk with doctors a lot who are maybe
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delegating this to their teams. I
don't talk to a lot of doctors who
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are boots on the ground doing this
creation themselves. I think they understand that
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it can save time for their teams
and they want to empower them to be
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as efficient as possible. But also, at the end of the day,
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you know that that end result has
to translate and engage for the target audience.
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Right, So we don't want to
get efficient and save time just for
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the sake of that if the end
result is not going to resonate with the
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target audience, then you're not really
accomplishing the desired goal. So I think
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a lot of doctors are wisely kind
of taking their time with the exposure to
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this. And are we really going
to jump in with both feets or are
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we going to sort of take a
wait and see approach. Are we're going
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to gradually incorporate this into what we're
doing with our marketing. I do think
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it makes a lot of sense to
kind of take a slower approach to it
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and not just try to automate everything
in your practice. Right, it doesn't
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always make sense for every piece of
content that we're trying to create. I
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can totally see that, and I
love what you said. We still have
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to make it personalized, right.
We can't just have it right in our
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voice or our tone and think that
it's going to sound exactly like us.
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We still need our personal touch on
that. So can you talk a little
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bit about how AI is affecting Google
and local search results? Because I think
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this is such a big deal.
We get in, you know, we
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know all of the things from a
startup aspect that we have to set up
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for our practices, and now we've
got AI kind of messing with us a
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little bit, especially when it comes
to our Google Business page. So I'm
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wondering if you can kind of talk
to us about what you guys are seeing
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and what doctors are encountering a little
bit out there. Yeah, I mean,
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I'm in the trenches with this every
day. We're living this right now
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as far as Google, and it
really comes down to them cracking down on
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spam. So what Google intends to
do is eliminate fake businesses from showing up
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in Google Maps and on Google Search. So in that pursuit of eliminating spam,
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they're making it harder for real businesses
to get verified. It used to
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be pretty straightforward if you're a startup
in a new building. Once you can
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receive mail, you can get a
postcard to your office with a pin number,
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and you just verify your profile.
You're good to go. You could
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sometimes do this weeks, even a
couple months before you were open. If
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the postal service was delivering mail,
you could get verified, start grabbing a
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couple of reviews, maybe get a
little traffic. Now it is harder than
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ever to get verified before you're actually
open. So Google is getting really strict
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on are you actually seeing patients,
Are you actually a real business that is
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operational, or are you still under
construction. So what we're seeing a lot
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more of is video verification call so
instead of that postcard. Now Google wants
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to get on a FaceTime with a
doctor and they say, show me your
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main entrance, show me your exterior
signage, show me your treatment era,
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your reception area. We had one
doctor. Google said show me your supply
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closet with your brackets and your bands
and everything you're going to use. So
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they're really kind of cracking down,
and it's making life tough for startups because
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you know, you're juggling a lot
of things when you're trying to open your
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doors. You're doing construction, you're
doing staffing and life and everything that's going
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into it. The internet side,
you know, just one more thing to
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worry about. And you know,
doctors want to have that visibility, Like
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I'm about to open in a couple
of weeks, I need to be showing
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up on Google Maps. You got
to get me on there, and we
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have to tell them, you know, pump the brakes. Google knows you're
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not open yet, and if you
try too hard to force this, you
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could actually create more problems, more
lasting problems down the road. The one
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thing that I have also been hearing, which just to me kind of makes
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me cringe a little bit because it
feels like, you know, we're told
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all the time, be careful with
the information you give out, be careful
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with the information you give out.
But I know we've had a couple incidences
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and I've had it at other points
too, where Google is actually asking to
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see maybe even some of our business
in corporation paperwork. And again to me,
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I'm like, oh, that's super
cringe, where they like, I
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don't even know who's this is on
the other end, and you know,
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it feels like somebody could be,
you know, scamming us a little bit.
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Can you talk to that a little
bit and what you guys are seeing
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there? Yeah, for sure.
As far as business documentation, this is
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going to be more on the advertising
side for Google Ads. So usually if
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we're talking your Google business profile,
you want to show up on maps,
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you want to get your reviews going, that's not going to require the documentation.
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It's with advertiser verification where if you're
running Google Ads, Google wants to
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see proof that the business this name, your advertising under is actually your business.
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So we run into problems if your
corporate papers maybe have your own doctor
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name, your personal name, but
you're advertising under a brand, and Google
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will say you know, your account
has been selected for advertiser verification. Please
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upload you know, front and back
of your driver's license. Please upload an
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official tax document or your articles of
incorporation or your ei N paperwork from the
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IRS utility bill that shows your business
name at that address. So if the
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names don't match, you can get
rejected. And if you can't pass this
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verification, Google will stop your ads. And one of the biggest problems is
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back to the piece of AI.
It's usually not a person at Google that's
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reviewing your documents and connecting the dots
and saying, okay, doctor Smith is
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here, doctor Smith owns you know, smile orthodonics kind of thing. It's
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a it's a program, right,
So you upload your doctor documents, it
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goes through the AI program, and
if that program cannot authenticate your business,
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they'll just stop your ads right where
they are. So we tell doctors a
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lot, try to get your corporate
paperwork established under the name that you want
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to do business as. If you
can't do that, or if you know,
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sometimes that ship has already sailed,
You've already got your your corporation set
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up, and now you decide your
business name. It doesn't always happen sequentially,
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right. Sometimes you'll get your paperwork
thinking I have to get this out
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of the way. Then you talk
to a marketing agency like Kaleidoscope, and
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we're helping you come up with a
business name for your target market that's maybe
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search engine optimized, you know,
to set you up for long term success.
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Now you're using a business name that
doesn't match your documents. Here's the
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issue that we've created. So at
the very least, you want to have
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a DBA, you know, a
doing business as agreement. In some states
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it's a fictitious name agreement, so
that you can upload the documentation to help
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the algorithm, help the AI connect
the dot because again it's really hard to
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get a person on the phone and
explain it, because while it makes sense
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to us, you have to convince
the machine also to approve it. I
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would have never thought even three years
ago that even the information that you just
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said that they're asking for, we
would be uploading just to whoever happens to
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be on or whatever machine is out
there that's you know, that's looking at
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it, and again, it just
feels so wrong. And yet I know
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that a lot of doctors are really
running into this problem where you know,
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they're probably like me, going,
well, we've been told all along,
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don't give out your your driver's licens, don't give out your social Security number,
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don't give out your you know,
and it feels like we're just giving
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away the keys to the castle.
And who knows, you know, is
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this for real or not. It's
kind of crazy. But I'm glad that
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you're talking about that, because I
do believe this is kind of maybe the
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not you know, so pretty side
of AI. I think AI helps us
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in a lot of ways, but
it's not so great in some of these
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other areas. And will adapt and
overcome, for sure, but I think
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that this initial phase is pretty tough, and I believe is going to make
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it really hard for doctors in this
next year, year and a half or
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so until we really get this figured
out. Would you agree? I would
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agree? Yeah, these are you
know, if you want to call them
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table stakes, right, this is
this is these are table stakes now like
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they have changed. This is what
you need if you want to participate in
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Google's ecosystem, right, they make
the rules, they do whatever they want,
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and we have to follow along behind. And if you don't want to
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play along, Google does not care. They're still going to make billions and
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billions of dollars off of all the
other businesses who do follow their rules.
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So if a couple of small businesses
decide not to upload their driver's license or
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their passport because they just don't want
to share that information with Google, I
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got news for you. If Google
wanted it, they get it even if
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you don't upload it. Like Google
can find your driver's license number, you
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know, Like I kind of have
my own. I've made my piece with
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this. When I'm giving my credit
card and we might PayPal information. Am
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I on a safe device and my
honest, secure network. I kind of
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go. I'm not worth that much
for this to matter. And if a
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bad actor out there wanted my data
bad enough, I'm not going to stop
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them from getting it. So I
may as well just live my life and
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try and do whatever I can to
help my business be successful. So that
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could be the tax documentation or the
articles of incorporation, whatever else it may
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be. How are some other ways
that you are seeing AI impact us maybe
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on that Google ad space side,
and what's happening, you know, even
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with our pay per clicks and all
of that. Yeah, good question.
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So the verification is the biggest piece, you know, just making sure that
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Google trusts your business, and that's
kind of the barrier to entry. If
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you don't have that piece, then
none of this, none of the rest
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of this stuff matters. The advertising
algorithm itself is now teaming with AI.
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I mean, Google has injected so
much AI into its advertising program to the
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point now that we used to as
advertisers be able to run what we're called
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text ads or standard text ads,
where we control every letter, what's the
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message, what's the call to action, what does the link say, where
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does the click go? We would
have a lot of control. Now,
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pretty much all Google ads are what
it's called dynamic, which basically means that
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when a user types in their search
term on Google, the ad is created
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in those milliseconds by the algorithm based
on a number of signals. So the
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actual search term is of course an
important signal. The search history and behavior
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of that specific user is part of
it. The advertising ecosystem in their area.
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What are the other advertising campaigns doing. Also what are other users in
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that area engaging with what seems to
be successful? And another big piece is
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proximity or physical location. You'll hear
a lot of buzzwords like geo targeting or
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hyper local, and what that means
is Google knows where pretty much everyone is,
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and that includes the users and the
businesses. So your physical locationation has
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a huge impact on the ads that
are going to be served to you,
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more so than specifically what you're typing
in. And you've probably seen this in
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your own experience. If you're sitting
at home and if you're on vacation,
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you type in coffee shop near me, and then you leave the airbnb,
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you drive five minutes name direction,
do the same search coffee shop near me.
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You get completely different results, right
because Google knows you moved and therefore
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the relevant businesses for your search.
That whole landscape has also changed. So
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everything is kind of evolving in real
time, and it's AI that's driving a
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lot of this and making a lot
of these decisions. So Google's even taking
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away some of our control, some
of our ownership over what the ads say
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and when they show up, and
letting their own programs make a lot of
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these decisions. Wow. I suppose
in some ways it's great because it's just
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continuing to really drill it down and
really get it to who our target audience
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may be. But on the other
hand, wow, that they're kind of
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taking the creative component out of it
or what we may you know, keyword
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we may use, or something that
we think is you know, something that
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makes us stand out that may be
kind of going by the wayside. It
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sounds like maybe a little bit definitely, and we have to be more creative
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in how we can still have an
impact. And part of it there is
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still expertise that goes on kind of
behind the scenes with the optimization, with
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the setup, with where you're moving
your budgets around in different keyword sets.
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You know, there is still an
art and a science to it. It's
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not as simple as well, just
set it and forget it. You know,
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the playing field has not been leveled
to that degree to where you know,
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the layperson can just plug in a
budget and a couple keywords and be
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on the same level as an expert
who's been doing it for ten, fifteen,
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twenty years. Maybe the golden age
for orthodontic pay per click has passed
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us by when we could get all
the traffic, and you know, most
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of your competitors weren't even running ads, So you're paying a couple bucks a
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click and you're one of the only
ones who's even bothering to do it.
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So it has gotten more competitive and
we do have more noise to kind of
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stift through. But that's also where
you get into like what's your landing page
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look like, what's your offer?
You know, are you giving a discount?
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Are you engaging those users? You
know? After the click, you
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still have to create that experience of
Okay, Google's controlling a lot of stuff
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from the time they type in the
search to clicking on an ad, but
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where they end up after they click, that's still where marketers and advertisers have
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a lot of work to do to
Okay, you got that click. Now
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you have to engage them, keep
that attention, drive them to that desired
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action right, which is usually call
your office or fill out that form.
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So there is still a lot of
work to be done even after you know
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the ad shows up and somebody clicks
on it. Ah, such good information,
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So how do you see AI you
know, kind of working like you
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were? You were just kind of
breaking that down. But any other areas
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within our marketing industry that you're really
seeing that kind of pull in, it's
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really going to be with your content
in your chatbots. If you've been in
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some of the conferences and some of
the lectures where you've got AI experts who
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are peddling at the latest and greatest, you know, product that uses AI
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to you know, take a prospective
patient from they hit your website. You
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know, AI can answer all their
questions and get them scheduled and do you
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know ninety five percent of the heavy
lifting. Sometimes I think they go a
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little too far where they say this
is going to save you, you know,
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hundreds of hours a year, or
this is going to eliminate hours of
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meaningless mundane tasks, And I'm sitting
there going, that's somebody's job, Like,
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that's a real person who's who's doing
this work. So they can paint
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a very rosy picture of how automation
is going to make you so much more
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efficient and so much more profitable.
But I think with anything you have to
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look at it through the lens of
orthodonics, and in our industry, it's
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a very specialized profession and people aren't
just looking for the cheapest, easiest,
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fastest, most automated. People want
to know who am I going to be
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talking to, who's going to be
treating me, or who's taking care of
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my kid. They want to talk
to a real human. So if you
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talk to the AI people, they'll
say, this is the greatest thing since
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slice bread. I can have a
robot do all this stuff. A lot
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of people are not as excited about
the rise of the machines, and so
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a lot of our prospective patients who
are contacting our offices may not be so
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thrilled about being deflected to a chatbot
or having AI, you know, answer
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their questions. They still want to
talk to a real person. So,
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going back to what I said earlier, we kind of need to pump the
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brakes here and understand that having the
human element and the human touch, especially
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in orthodontics, is still hugely important. Hey, docs, let's talk about
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consumer experience for a minute, Specifically, the kind of experience where you purchase
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an item or a service that you've
been excited about only to be let down
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or disappointed by the actual product or
experience. Not a good way to start
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a relationship. That's why relationships are
so highly valued at GC Orthodonics because they
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00:20:03.160 --> 00:20:10.160
are truly dedicated to the orthodonics specialty. GC Orthodonics is a leading provider of
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00:20:10.240 --> 00:20:17.000
tomy orthodonic appliances, quality products that
have serviced the orthodonic community for well over
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00:20:17.079 --> 00:20:22.440
fifty years. They are focused on
providing total solutions that include both digital and
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00:20:22.640 --> 00:20:27.880
analog orthodonic treatment modalities like brackets,
indirect bonding, and clear aligners. It's
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00:20:27.920 --> 00:20:33.920
time to build a long term relationship
with a company that is dedicated to delivering
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00:20:33.000 --> 00:20:41.920
total solutions to your practice. Visit
GC Orthodonics at www dot Gcamerica dot com,
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00:20:41.960 --> 00:20:48.680
forward slash Jill Allen and see why
countless leading clinics have made the switch.
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By now we all know. I
talk to a lot of doctors and
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give advice to practices in every stage
of their life cycle. And one question
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and my docs ask all the time, is who do you recommend for marketing
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to attract more new patients from the
Internet. My answer easy, I have
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been recommending Mary K. Miller and
her team at Kaleidoscope for the better part
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of a decade. Why they are
thorough, professional and transparent. Kaleidoscope Digital
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marketing is who you want to talk
to because they understand how to market in
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the orthodonic world, and they offer
tools that are affordable and easy to use.
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I'm telling you, if you're looking
to step up your digital presence,
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Kaleidoscope should be your first call.
Go to contact KL dot com to request
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your free digital marketing consultation. That's
contact KL dot com. I'm kind of
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curious any other challenges. I mean, you've been bringing up some great ones,
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but any other challenges that you think
that besides the personal component that you
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think we need to be aware of
when we're kind of finding that balance,
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finding our way as we're going down
this path. Right, Yeah, because
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you can automate until you're blue in
the face, but if the patient experience
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isn't good, you're going they're going
to stop calling you and stop showing up,
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and you'll have a fully automated practice
with no patients to come in and
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keep the doors open. So one
of the other pieces I would mention is
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with AI, Google's always kind of
had the mentality of move fast and break
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things. I think any big tech
company, you know, Meta and Amazon,
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move fast break stuff. Right,
So let's write the technology, let's
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write the Codelet's see what it can
do, and then when we find the
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bugs, let's just fix them as
they come up. Right, it's not
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going to be finely tuned when they
roll it out, and the business owners
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and the consumers we kind of bear
the brunts of this. They use us
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as their guinea pigs. What we're
seeing now is really just more volatility.
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So what I would tell listeners of
this podcast is to keep a close eye
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on your data, on your rankings, on your Google business profile. There's
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always been the potential on Google for
things to change overnight. Right they'll they'll
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make an update and they won't tell
everybody. Sometimes they'll announce their updates.
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A lot of times they don't,
and your rankings can change, or your
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information can change, your profile can
drop out of the maps, and you
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get sent scrambling what happened? What
do I have to do to get this
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back? So I think being vigilant
and paying close attention is more important than
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ever. So you know, ideally
you have either the doctor or somebody on
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the team who's checking Google a few
times a month. Where's my stuff?
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Am I still showing up? Let
me check my rankings. We had one
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client where they've been in practice for
years. They actually started fifty years ago,
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and the initial doctor sold it to
one of our clients, and just
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at the drop of a hat,
overnight, no warning, their profile disappeared
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from Google Maps, and they got
an email that said, your Google Business
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profile has been disabled, and the
reason was Google determined their business did not
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exist, which we know is completely
untrue. It's been in the same location
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and for literally almost fifty years,
and we've now been trying to troubleshoot this
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for them. And it goes back
to making sure your information is accurate and
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consistent and that it matches across the
board. Because Google's algorithm, in a
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lot of ways, is like a
big spreadsheet, right, So your business
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profiles, your business listings are all
like individual cells on that spreadsheet. If
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you have errors, inconsistencies, things
don't match. That's like when you have
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a formula that's broken, right,
and your Excel spreadsheet has a little exclamation
347
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point warning formula doesn't work. That
kind of thing. Google's algorithm picks up
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on those, and if you have
enough of them, or a severe enough
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one, like on your Google business
profile, the algorithm will just just knock
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you out, just kick you out, and so now you have to go
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through help forums and emails. And
again you can't pick up the phone and
352
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call Google and say hey Google,
help me out, like oh yeah,
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okay, sorry about that, We'll
go ahead and fix it. You have
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to go through these very limited,
very automated channels, and it's there's no
355
00:25:00.920 --> 00:25:06.240
guarantee that's a happy ending. So
again, with the challenges and the pitfalls,
356
00:25:07.039 --> 00:25:10.519
we're just seeing more volatility. And
it's always been unpredictable. It just
357
00:25:10.519 --> 00:25:15.519
seems like it's accelerated the unpredictability that
was already there. It's a tough thing
358
00:25:15.599 --> 00:25:19.279
because I feel like as business owners, we have so much to think about
359
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already running our businesses. I kind
of feel like the last thing we're thinking
360
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about is our Google business page or
up til you know this last you know,
361
00:25:29.799 --> 00:25:33.200
year and a half, two years, it really has kind of been
362
00:25:33.240 --> 00:25:36.680
a no brainer. You put it
in play, and it's kind of this
363
00:25:36.880 --> 00:25:40.400
static thing that just does its thing
and we don't have to think about it
364
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anymore, which is you know,
really making me think, gosh, what
365
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are the protocols, whether we're newer
practices or existing ones that we should have
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in place, Especially as we continue
just like in our industry, you know,
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we see all this automization and all
of these digital components coming into play
368
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within even just what we're doing within
our offices, and now it makes me
369
00:26:04.559 --> 00:26:07.799
think, gosh, do we need
to have you know, as part of
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like our end of the month you
review, we're reviewing our financials. Do
371
00:26:11.759 --> 00:26:15.359
we need to kind of take an
inventory of our just kind of our social
372
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you know components, you know,
like you just said, are we still
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showing up on Google? I don't
even think I would think as a business
374
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owner to even think about, well, why wouldn't I be on Google?
375
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Or why you know, my patients
have been able to find me for the
376
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last five years. Why wouldn't they
all said not be able to see my
377
00:26:33.319 --> 00:26:37.079
listing or whatnot. So I think
a lot of times, knowing that this
378
00:26:37.200 --> 00:26:41.599
is all coming automated, I think
it can be really easy. We change
379
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emails, you know what, we
sign up with something the first time.
380
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If we aren't getting in there,
we can't remember our password and we don't
381
00:26:48.319 --> 00:26:52.039
know where our emails are coming that. You know, I've got to believe
382
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that maybe this doctor might have had
a couple emails that maybe came out saying,
383
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hey, we're trying to verify something, but we all know we've all
384
00:27:00.960 --> 00:27:03.640
got him. You know, those
emails that we signed up with something ten
385
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years ago, and now we never
even go in and check those anymore.
386
00:27:07.359 --> 00:27:11.400
So it sounds to me there's a
little bit of a housekeeping component here that
387
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we really have to pay attention to. Absolutely, yeah, paying attention to
388
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your notifications, just staying on top
of those alerts. I know, we
389
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kind of get desensitized to them because
we get so many emails and a lot
390
00:27:22.440 --> 00:27:25.480
of times we can ignore them.
So it's always the one that you skim
391
00:27:25.559 --> 00:27:30.039
past that ends up being the important
one. For Google Ads especially. We
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did have a client who was running
Google Ads actually himself was not a Colleidoscope
393
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agency account, but he was doing
his own thing and just busy running a
394
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business as a family. He's just
living life. He's got a couple of
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ads run in just to keep his
exposure up there, and Google had notified
396
00:27:45.960 --> 00:27:52.200
him, hey, your account has
been selected for advertiser verification. He either
397
00:27:52.279 --> 00:27:55.559
wasn't really sure the severity of it
or what it even totally meant, or
398
00:27:55.559 --> 00:27:57.039
maybe it's just like I'll get to
that later, you know. And what
399
00:27:57.160 --> 00:28:02.119
happens is once your account is selected, the clock is ticking. It's not
400
00:28:02.240 --> 00:28:03.960
this indefinite. Hey, whenever you
get a chance to get to this,
401
00:28:04.000 --> 00:28:07.960
we'd love to have some more documentation
for your business. It's more like,
402
00:28:07.640 --> 00:28:11.359
get us the documentation if you want
to keep running ads. And by the
403
00:28:11.440 --> 00:28:15.279
time he circled back on it and
so, oh, this is something I
404
00:28:15.279 --> 00:28:19.160
should do. He submitted his documentation
and Google rejected it, and now he's
405
00:28:19.240 --> 00:28:22.839
in this place that none of us
want to be, which is you know,
406
00:28:22.920 --> 00:28:26.559
Google's pretty much automated all the way
through. It's not a human being
407
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trying to say, oh, that's
no problem. I can go into the
408
00:28:30.039 --> 00:28:33.759
system and I can reverse this for
you. It's you're either in or you're
409
00:28:33.799 --> 00:28:37.000
out. So if you miss one
of those emails, or if you miss
410
00:28:37.039 --> 00:28:41.519
a notification that has an action item
attached to it, and you don't give
411
00:28:41.559 --> 00:28:45.000
Google what they want by their deadline, which again, Google makes their own
412
00:28:45.039 --> 00:28:48.599
rules. It doesn't have to make
sense to us. We just have to
413
00:28:48.599 --> 00:28:52.240
play along with their rules. Once
that deadline passes, your ads could be
414
00:28:52.480 --> 00:28:57.559
offline permanently and to the Google Business
profile one which you're kind of switching from
415
00:28:57.599 --> 00:29:03.240
ads to the Google business profile.
That literally was an email out of the
416
00:29:03.279 --> 00:29:07.240
blue, your profile has been disabled. There was no hey this looks confusing.
417
00:29:07.279 --> 00:29:10.799
Can you clarify this for us?
It was just one day they were
418
00:29:10.839 --> 00:29:15.519
there and the next day they were
not. And so it really does just
419
00:29:15.599 --> 00:29:18.759
speak to keeping tabs on things.
If not the doctor themselves, somebody on
420
00:29:18.799 --> 00:29:22.640
the team. If not somebody on
the team, then maybe you have a
421
00:29:22.720 --> 00:29:26.319
company, you know, with a
with a monthly program who's monitoring for this,
422
00:29:26.640 --> 00:29:30.599
monitoring this for you to give you
that peace of mind, because you
423
00:29:30.599 --> 00:29:34.240
know, I say this a lot
of clients, there are no absolutes with
424
00:29:34.359 --> 00:29:40.119
Google, with the Internet, you
can do everything perfectly right and still have
425
00:29:40.200 --> 00:29:44.319
an issue. You can also have, you know, companies or businesses that
426
00:29:44.400 --> 00:29:48.000
appear to be spamming or they're fake
and they're doing basically everything wrong, but
427
00:29:48.119 --> 00:29:52.480
they seem totally fine and there's no
penalty, right, and there's not always
428
00:29:52.839 --> 00:29:55.759
Ryan or reis right. So I
never say always, I never say never.
429
00:29:55.799 --> 00:29:56.920
You know you can't if you do
this, you'll be fine all the
430
00:29:56.960 --> 00:30:00.759
time, or as long as you
never do this, be okay. There's
431
00:30:00.839 --> 00:30:03.640
there's shades of gray to all of
it. And if you're not paying attention
432
00:30:04.759 --> 00:30:07.160
not to be, you know,
trying to freak people out or scare them.
433
00:30:07.240 --> 00:30:11.240
But you know, it's the AI, the automation. It doesn't understand
434
00:30:12.119 --> 00:30:17.720
kind of the human element of things
and the gray areas of explaining, oh,
435
00:30:17.759 --> 00:30:18.839
this was here, but then that
was there. It's like the machines
436
00:30:18.880 --> 00:30:22.359
either yes or no. Right,
it's pretty much black and white. Wow.
437
00:30:22.680 --> 00:30:26.599
Wow. Well, I think we
all need maybe a touch of fear,
438
00:30:26.920 --> 00:30:30.680
just in the sense that we need
to stay on top of it.
439
00:30:30.839 --> 00:30:33.920
I think for so long this was
not something we had to really worry about,
440
00:30:33.960 --> 00:30:38.359
where now it definitely is something,
just like you know with everything else,
441
00:30:38.440 --> 00:30:42.039
we just need to really keep it
at the forefront. So I love
442
00:30:42.400 --> 00:30:45.880
this AI thing again, it's a
hot button. It's a big thing that
443
00:30:45.920 --> 00:30:49.559
we're all talking about and working through. And I'm sure a couple of years
444
00:30:49.559 --> 00:30:53.799
from now all of this will be
sorted out and it'll be figured out.
445
00:30:55.240 --> 00:30:59.480
But I'm kind of curious, what
do you see as far as maybe developments
446
00:30:59.640 --> 00:31:03.480
that are coming if you could look
into the future. This is what I
447
00:31:03.599 --> 00:31:07.720
see maybe in regard to how we're
doing our websites, or how we're doing
448
00:31:07.799 --> 00:31:11.920
advertising, or just anything in general
that you think our industry needs to be
449
00:31:11.960 --> 00:31:15.759
aware of. You know, I
do think that chatbots are going to continue
450
00:31:15.799 --> 00:31:22.920
to get better at mimicking human behavior
and being conversational. You know, it
451
00:31:22.079 --> 00:31:26.160
used to be pretty easy to tell
when you were talking to a chatbot.
452
00:31:26.200 --> 00:31:29.880
I think now it's a little harder
to tell. Sometimes you're not sure if
453
00:31:29.920 --> 00:31:33.480
it's a person or if it's a
robot on the other end. And I
454
00:31:33.519 --> 00:31:37.839
would say that as the technology gets
better, we'll have to do less proofing.
455
00:31:38.240 --> 00:31:42.559
But right now, experianceans if you're
use in chat GPT for an email
456
00:31:42.880 --> 00:31:48.039
or a blog or your social captions, or maybe it's writing subject lines for
457
00:31:48.119 --> 00:31:51.799
you, you're still going to need
to go through it with a fine tooth
458
00:31:51.880 --> 00:31:56.640
comb and edit it and put it
in your voice and make sure that it's
459
00:31:56.680 --> 00:32:00.359
not, you know, inaccurate or
completely false. Or what we're even finding
460
00:32:00.559 --> 00:32:06.000
is when you're using chat GPT,
you know, a lot of what that
461
00:32:06.480 --> 00:32:09.680
language model was trained on is now
two years old to three four years old.
462
00:32:10.000 --> 00:32:15.319
So anything that's current or any technological
innovations, any you know, society
463
00:32:15.319 --> 00:32:22.119
has evolved past things. Some of
these technologies don't know what happened in the
464
00:32:22.160 --> 00:32:27.079
last six months or twelve months,
So depending on the subject that you're trying
465
00:32:27.119 --> 00:32:30.119
to write on. If it's something
more recent, I would say, be
466
00:32:30.200 --> 00:32:34.279
extra careful and make sure that you're
again, don't just chat GPT is something
467
00:32:34.319 --> 00:32:37.440
copy paste scent, right, You
really have to go through every sentence because
468
00:32:37.799 --> 00:32:40.720
you'd be surprised some of the things. And you may have seen in the
469
00:32:40.759 --> 00:32:44.839
news. You know, Google's getting
in trouble for some stuff that one of
470
00:32:44.839 --> 00:32:47.599
their AI generators is spitting out.
You know, is is it accurate,
471
00:32:47.640 --> 00:32:51.799
is it politically correct? Is it
offensive? Which you know, for most
472
00:32:51.839 --> 00:32:54.680
of most of the people listening to
this podcast, that's not a huge concern.
473
00:32:54.880 --> 00:33:00.960
But as the technology gets better and
the line gets even more lurd between
474
00:33:00.240 --> 00:33:04.559
machine and human, I think we're
going to have to just keep close tabs
475
00:33:04.599 --> 00:33:07.160
on this. And I made the
joke with Jordan here a little bit ago
476
00:33:07.200 --> 00:33:12.440
that the more technology makes our life
easier, the more it makes our life
477
00:33:12.440 --> 00:33:15.039
harder and more complicated. Right,
So for every problem that technology solves,
478
00:33:15.359 --> 00:33:20.279
it usually introduces one or two problems
that we didn't have before to go along
479
00:33:20.319 --> 00:33:23.000
with it. So taking everything kind
of with a grain of salt and not
480
00:33:23.240 --> 00:33:30.400
being in such a rush to adopt
AI into everything and to you know,
481
00:33:30.680 --> 00:33:35.680
keep that human element, especially in
our industry, which is so so heavily
482
00:33:36.319 --> 00:33:40.480
predicated on and influenced by relationships.
The people in your community. You know
483
00:33:40.559 --> 00:33:43.720
them, your kids go to school
with their kids, they play on the
484
00:33:43.720 --> 00:33:45.599
same sports teams, they're in the
same clubs. You see them out into
485
00:33:45.640 --> 00:33:50.440
town. So, you know,
keeping that human element, the relationships,
486
00:33:50.440 --> 00:33:53.519
the connections. I don't think that's
ever going away for orthodontics. No matter
487
00:33:53.559 --> 00:33:58.839
how good the AI technology becomes,
yeah, ah, good insight, and
488
00:33:58.880 --> 00:34:02.599
you're right, matter how much easier
it seems to be making it, you
489
00:34:02.640 --> 00:34:07.119
know, there's always the other side
of it. There's something else we have
490
00:34:07.200 --> 00:34:09.559
to be aware of, something else
we have to pay attention to. So
491
00:34:10.039 --> 00:34:14.840
as we start to finish up here, is there anything that we did not
492
00:34:15.159 --> 00:34:17.519
touch on that you're like, Oh, Jill, I think the listeners need
493
00:34:17.559 --> 00:34:21.559
to hear this. Anything else that
comes to mind, You know, I
494
00:34:21.559 --> 00:34:27.519
would just circle back to the part
about documentation and verification that even if you're
495
00:34:27.559 --> 00:34:30.679
not running ads right now, check
with your accountant or check with your lawyer.
496
00:34:30.760 --> 00:34:35.119
Say do I have a DBA,
what does my official paperwork say?
497
00:34:35.280 --> 00:34:37.960
And do I have documentation to match, or maybe I wanted to rebrand.
498
00:34:38.039 --> 00:34:42.800
Maybe I used to be operating under
my own business name. Now I've got
499
00:34:42.840 --> 00:34:45.760
a cooler, newer, marketing branded
name that's better for my swag and my
500
00:34:45.840 --> 00:34:52.079
logos and everything in the community.
Having the documentation, I think to match
501
00:34:52.239 --> 00:34:54.599
what you're doing, because the world
keeps getting more and more digital. Right,
502
00:34:54.679 --> 00:34:58.400
So what the sign on your door
says and what the logo on your
503
00:34:58.440 --> 00:35:01.679
T shirt says, that's all great, but the internet needs to have that
504
00:35:01.800 --> 00:35:05.639
data, have that information to match
and back it up. So it may
505
00:35:05.639 --> 00:35:08.039
not be a problem for you now, but I would say, get that
506
00:35:08.079 --> 00:35:12.199
sorted out, get those ducks in
a row before you need to. It's
507
00:35:12.440 --> 00:35:15.320
seem like I tell clients, you
know, don't wait till you need marketing
508
00:35:15.760 --> 00:35:19.880
to start marketing, right because you
want to be building a well rounded approach
509
00:35:20.280 --> 00:35:23.440
and be working on it before you
feel like you really actually maybe need it.
510
00:35:23.639 --> 00:35:25.599
Well, Jeff, if somebody wants
to get a hold of you,
511
00:35:25.960 --> 00:35:29.559
how would they do that? What's
the best way? Yeah, thank you
512
00:35:29.719 --> 00:35:35.280
for listeners of this podcast. I
would send them to contact kl dot com.
513
00:35:35.679 --> 00:35:37.719
That's just a page we set up
for Hey docs listeners. So if
514
00:35:37.719 --> 00:35:42.639
you go to contact kl dot com, there's just a real simple form on
515
00:35:42.719 --> 00:35:45.559
there that goes to me. It
also goes to our team, so you
516
00:35:45.559 --> 00:35:49.119
know, we're happy to be a
resource for your listeners in just the orthodonic
517
00:35:49.159 --> 00:35:53.360
industry in general. We do have
a full website that's over at the kaleidoscope
518
00:35:53.360 --> 00:35:57.599
dot com, which is longer and
harder to spell, So you can go
519
00:35:57.679 --> 00:36:00.840
to the kaleidoscope dot com for of
all the content, all the pages,
520
00:36:00.880 --> 00:36:05.199
everything else. But yeah, I
would say for your listeners, contact kl
521
00:36:05.280 --> 00:36:07.840
dot com is the best place for
them to go. And one of the
522
00:36:07.880 --> 00:36:12.079
things that I have just always loved
about you guys is that listeners, I'm
523
00:36:12.119 --> 00:36:15.639
just going to put this out there. Sometimes you may not know what you
524
00:36:15.719 --> 00:36:19.960
need or what you're looking for,
but I know Jeff and Mary Kay and
525
00:36:20.000 --> 00:36:24.440
the team over there, they are
always there to just answer questions and give
526
00:36:24.480 --> 00:36:30.079
you good information. And sometimes that's
just the starting point, is just finding
527
00:36:30.199 --> 00:36:34.480
out what you may or may not
need and what you should do. You
528
00:36:34.519 --> 00:36:36.840
know. I know I always lean
on them a lot when I've got docs
529
00:36:36.880 --> 00:36:42.239
that are doing transitions, because there's
so much that goes into switching from one
530
00:36:42.559 --> 00:36:46.320
practice to another, another doctor coming
in and whatnot. So definitely I would
531
00:36:46.360 --> 00:36:51.039
say they're a good resource out there
for you, and I think Jeff has
532
00:36:51.039 --> 00:36:54.519
done a great job just enlightening us
on all of the things that I don't
533
00:36:54.519 --> 00:36:59.239
think any of us are thinking about
because it's coming at us so quickly and
534
00:36:59.320 --> 00:37:02.159
knowing that yes, it isn't a
phishing scheme from Google. It is for
535
00:37:02.239 --> 00:37:06.719
real, and if we don't do
it right, we're not going to have
536
00:37:06.760 --> 00:37:13.000
a website up or maybe an advertising
campaign going. So as we finish up
537
00:37:13.039 --> 00:37:15.760
here, one of the things that
I like to do is finish us up
538
00:37:15.800 --> 00:37:19.320
with the Speed Round. I know
you know that, so are you ready
539
00:37:19.440 --> 00:37:22.360
for the Speed Round challenge? I
may have spent more time preparing for the
540
00:37:22.440 --> 00:37:28.559
Lightning Round than I spent preparing for
the questions about AI, racking my brains
541
00:37:29.239 --> 00:37:30.760
hard to take this one thing.
For some of these questions, it really
542
00:37:30.800 --> 00:37:36.840
is all right, Well, here
we go coffee or tea ice coffee in
543
00:37:36.880 --> 00:37:39.639
the afternoon. It's ice coffee o'clock
right now? Ah, I love that,
544
00:37:39.800 --> 00:37:45.239
all right? Favorite book? So
I pretty much read children's books with
545
00:37:45.280 --> 00:37:46.960
my kids right now. So I
don't have a lot of favorite books.
546
00:37:47.199 --> 00:37:52.079
But I'm big on encyclopedias and like
coffee table books where you to slip to
547
00:37:52.119 --> 00:37:54.000
a page and something like, you
know, like Around the World in one
548
00:37:54.039 --> 00:37:59.400
hundred Trees or Atlasts of Empires,
just slip to a page and something interesting.
549
00:38:00.079 --> 00:38:01.519
Kind of my jam for books.
I love that. I love that.
550
00:38:01.639 --> 00:38:06.760
How about a favorite outdoor activity.
I would have to say golf,
551
00:38:07.000 --> 00:38:08.480
and I'm in Rochester, New York, so golf season. We were just
552
00:38:08.480 --> 00:38:13.840
getting our first taste of golf,
but also taking my daughters to the beach
553
00:38:13.960 --> 00:38:15.519
or to the pool, you know, getting out with a packed cooler,
554
00:38:15.679 --> 00:38:20.960
some sun bluetooth speaker with some tunes. I have two daughters, second grade
555
00:38:20.960 --> 00:38:22.719
and third grade, Charlotte and Eilid. They're super fun humans, so I
556
00:38:22.760 --> 00:38:27.360
love getting to hang out with them. Oh that's awesome. I agree,
557
00:38:27.360 --> 00:38:30.920
nothing like sunshine and a pack cooler. That's great. If you could be
558
00:38:30.000 --> 00:38:34.800
remembered for one thing, what would
that be. It's being a great dad.
559
00:38:35.159 --> 00:38:37.559
Ah, I love that. I
love that. And then final,
560
00:38:37.599 --> 00:38:42.159
one best piece of advice you've ever
received. Man I cycle through these every
561
00:38:42.239 --> 00:38:45.480
day, but I would probably go
with whatever you're looking for, you'll find
562
00:38:45.519 --> 00:38:49.719
it. So if you're looking for
the good and the happy and the positive,
563
00:38:49.840 --> 00:38:52.559
you'll find it. And if you're
the slip, if you're looking for
564
00:38:52.039 --> 00:38:55.800
negativity, pessimism, the bad side
of things, you'll definitely find that too.
565
00:38:55.960 --> 00:38:59.119
So it's all in how you want
to frame it. Whatever you want
566
00:38:59.119 --> 00:39:00.280
to look for, that's what you're
going to Fine. Yeah, ah,
567
00:39:00.440 --> 00:39:05.679
great advice for sure. Well again, Jeff, it has been wonderful having
568
00:39:05.719 --> 00:39:10.280
you on the show. I definitely
appreciate Kaleidoscope and what it has done for
569
00:39:10.440 --> 00:39:14.159
my clients. Thank you so much, and I know we'll have you on
570
00:39:14.239 --> 00:39:16.880
again. Thank you. Likewise,
thank you, Fia. Are you ready
571
00:39:16.920 --> 00:39:21.320
to start a practice of your own, need a new fresh set of eyes
572
00:39:21.440 --> 00:39:24.239
or some advice on your existing practice? If so, reach out to me
573
00:39:24.559 --> 00:39:30.119
Jill Allen at www dot practice results
dot com. If you like what we're
574
00:39:30.159 --> 00:39:34.800
doing here on Haydocks and want to
hear more of this awesome content, be
575
00:39:34.840 --> 00:39:39.079
sure and give us a five star
rating on your preferred listening platform and subscribe
576
00:39:39.119 --> 00:39:44.639
to our show so you never miss
an episode. Remember, new episodes drop
577
00:39:44.719 --> 00:39:45.800
every Thursday. See you next week,