Part 1: Navigating Peer Influence: How your Clinical Peers are Sabotaging your Business Success

He's the founder and CEO of new patient Group , managing partner of RightChat and a trusted motivational speaker for Invisalign OrthoPhi and others , brian Wright .

If you're listening on the audio experience channels out there , please do the same . Share this with your friends and colleagues . Give us a nice five-star review as we continue to grow . This wonderful cult following we have here with New Patient Group and the podcast and , hey , everybody , shout out to the customers , as always . Thanks for your support and hope .

Everyone's doing great out there . We are diving in today is part one . Now , this is not going to be an ongoing series like the next podcast that comes out . It's not going to be part two and then part three , but this is going to be one that I do a repetitive podcast on , with different examples of what I'm talking about .

And what we're going to be diving into today is how your clinical peers are sabotaging your business and entrepreneur success . Now I want to first say that this is not something that I believe anyone's doing intentionally . It's not like your fellow orthodontist , as an example , is standing up on stage going . Hmm , how can I ruin everybody's business ?

Obviously that's not the case , right ? It's non-intentionally and I think it's done with the best of intentions , thinking that they are going to help .

But there's a business lesson that I want you to take from today that we're going to get to , as well as an example that I talk about and I talk about several , but one of the ones I talk about most on stage or interacting with our coaching customers is the one I'm going to be talking about today , and before we dive in , I want everybody to think about

two things . I want to make two quick points . One , what kind of business do you want to be ? You've got to define this . So residents we have a big residence listening audience out there .

If you're in school and you're going to come out and you're going to own your own practice , or you're going to go work for a corporation for three years until you can own your own practice , whatever it may be , what kind of business do you want to be ?

Do you want to be the highest dollar business in practice , where , if I'm shopping around for five places , you're going to be the highest priced , or maybe the second highest priced If you've been a practice out there forever . Maybe you're striving to be the highest priced , right .

Maybe you're a business , you're a practice and you're thinking to yourself I don't want that . I want to be the lowest priced and I realize I'm going to have to make more sales and get more starts and it's going to be more of a quantity play . But you know , I want to be the best Western and then there's somebody out there that you know .

Maybe you're thinking you want to be the Marriott , that kind of sits in between the Best Western and the Ritz , and there's no . It's just like in sports right , there's several playbooks that work , right . But you've got to have the right talent to make the playbook work the right coaching staff , the right culture , et cetera , et cetera .

And it's the same way with whatever type business you want to run out there . If you want to be the highest priced to lowest priced , you've got to fill the room with the right talent . You've got to . You've got to do the right digital marketing , you have to create the right culture , you have to train your people the right way that fits that model right .

And that's where you've got to be very , very careful whenever you're out listening . And this is I'm going to give a nice example that I think is a powerful example today . But whenever you're out there listening to your clinical peers talk , you have to be very cognizant that the ones talking on stage may not have the business model that you want to run .

All right , so that's point one , and you've always got to have that on your mind . Is the speaker that I'm listening to ? Are they the model that I want to run ?

As an example , like with us , with New Patient Group , almost everybody that follows us and and is a customer and enjoys , you know , watching me speak and follows us around the country or the world for that matter . Almost everybody is the Marriott or the Ritz or even above right .

The messaging we have and that's that's what our model is intended to do is it's intended to teach all of you the recipe , regardless if you're one of six Italian restaurants , if you're one of 10 plumbers , if you're one of 20 realtors , if you're one of five , six , seven orthodontists within 10 , 15 minutes .

There is a recipe , regardless of the people business , people over product , people over procedure , like we talked , regardless of what your product is orthodontics , food , et cetera there is a recipe . If you want to be a high dollar and you want to charge more than the other two , three , four , five opinions .

There is a recipe to that , there is an art to that and that's what we teach in this podcast . It's the culture you create , the commitment to uniquely training your team and the digital marketing content you produce . That's the recipe . Those three things . It's why New Patient Group does those three things under one roof .

So that's our following and what you're listening to on this podcast and our customers out there . What we teach is going to allow you to charge more than the other opinions while converting at a higher level than those other opinions . It's going to allow you to make more while seeing less . It's going to allow you to be less stressful , less chaotic .

It's going to allow you to not need as big of a team . Those are the things that we teach here . And if you're saying to yourself , well , I don't want that , I want to be a low-priced , high-quantity got to make a ton of sales , going to be be chaotic my whole life , if that's what you want , that's fine . That playbook can work .

Like I said , the best western makes a lot of money . There's nothing wrong with it .

But what we teach on here may or may not work for you , and I proudly stand behind that , because it's important for you all to know what we vision , what we envision for all of you out there , and if that's something that fits the model that you vision , this is a beautiful marriage .

You should be a customer , you should be a podcast listener and you probably should stay with us forever , because we're going to continually help you year to year . So that's point one . Point two I have done a podcast on this before and I talked about the number one trade of billionaires and the number one trade of billionaires .

Billionaires have a lot in common and a lot of things their entrepreneur brain does is very different than the 99 percenters , and why more people don't look at what makes them successful and go and grab that and bring it into your business . I'll never understand . Well , one of those is that they have a coach .

Okay , that's the number one trait of billionaires is they have coaches . Those coaches are there because billionaires want to be challenged , they want to be held accountable . They understand repetition is key to the success . That's what coaches do and that's why coaches help people right , not consultants , like with New Patient Group .

We are coaches , we are a coaching company first and we do all those things that I just described . But the trait in addition to that coach with the billionaires , the number one trait of those coaches is they come from outside the bubble that billionaire exists in .

Like you take Richard Branson in the airline industry , right , he's not going to get a coach that's a pilot or some you know , or or a flight attendant or a CEO of of Airbus . That's not where he's going . That's the last thing he wants . He wants to go get a coach that's going to challenge him and the airline industry to think completely different .

Right , and that's why the forward thinkers are attracted to us , because we come from outside the bubble and we look at everything and flip it upside down and say this makes no sense , right , so you want to listen to your clinical peers , but the challenge a lot of you have out there is that's all you do , you that the non-clinical world that you all live in .

You have to seek true experts in those things and combine that with your clinical peers . That's when you have the best of both worlds . But here is the problem and here is the point of part one . There is a doctor that goes around and he teaches doctorless exams .

And I know doctorless exams can work if you want to run a high quantity , low priced , need a ton of sales in order to accomplish whatever production goal that you have for your office . On a month-to-month , year-to-year basis , they can work .

Where they don't work is if you want to be the Marriott or the Ritz-Carlton or even above because of the model you are trying to run . If you're a high quantity , like this doctor is , you have to think of ways like doctorless exams , because you don't have time to wine and dine . People greet them right when they walk through the door .

Work on your culture , role play with your team to have the skill sets to create value so you can charge more . So this doctor does not tell people in the audience what his business model is and this doctor , I know , will discount his prices all the way down to the bottom barrel to do whatever it can to get a start right .

And again , there's nothing wrong with that business model . I don't believe in it . It's not something I coach to , but that doesn't mean that there's nothing wrong with that business model . I don't believe in it , it's not something I coach to , but that doesn't mean that there's something wrong with the business model .

Again , going back , the Best Western makes a ton of money , but the Best Western is not the model that I teach and I don't wanna teach it . I enjoy teaching high-level experiences so you can charge a higher price and need less people to hit and exceed the goals that you want out of your business and out of your life .

So what happens is is the audience is sitting there going , wow , he really seems to have success with these doctorless exams . And I know what happens because I have an example I'm going to talk about here in just a second . What happens is people leave the event and they go back and they try to do this . And we had a customer . This was a long time ago .

I had an onsite and we're going through the numbers and wrapping up the day and I'm looking at the numbers . I'm like what's going on here ? Like the conversion was rolling the last time we talked . Things were growing , the conversions in the toilet , like what happened over the course of the last couple of months ? Right ?

And they said well , brian , we went to an event and saw this doctor talk about doctorless exams , so we came back and implemented it and first of all I told him well , being your coach , that's something you should have run by me . They're like yeah , we messed that one up . Sorry about that .

We don't know why we did it , but I told him , of course this is going to tank your conversion , like again , you're the highest price out of three , four , five , six opinions that people are seeking .

Right , part of the content that we do for you with digital marketing is all about the edification of why your investment is in the doctor , not the clear liner , not Invisalign , not whatever , not braces . Right , that tool only works if you invest in an awesome doctor . Right , that tool doesn't work if you invest in a clinician that's not good at it .

Right , we put your face all over social media with YouTube videos . You're doing the welcome video . You know . You're doing all these unexpected hospitality things that we teach . Then people walk through the door and they're getting edification in the TC room and also the new patient call .

You're being edified and there's value being created in salesmanship using psychology and verbiage skills , presence all these things we teach . And then all of a sudden , they're rushed in and out of there and the doctor never even comes in . It doesn't work .

It doesn't work even kind of okay If you want to be the highest price in town everybody , brian , right , let's step away from the podcast for a minute and if you're a practice that resonates with today's message , you want to be the highest dollar in town . Or maybe you already are , but your conversion suffering .

Or maybe you want to go even higher with your price . Maybe you're a practice that's low price today and it intrigues you and you want to charge a higher price , but you're afraid that you don't know how much to charge or what's going to happen to your conversion .

If you want to be that Marriott that we talk about , or the Ritz-Carlton or beyond , we're the company for you . We have the expertise and the recipe of knowing how to install an experience inside people first , businesses that convert people at the highest possible dollars . Look , all of you are dealing with a commoditization of orthodontics , of dentistry , et cetera .

If you want to be the highest priced , there's a very specific recipe . You must follow that culture of obsessing over your team and your customer , that culture of training your people in a unique way and constant learning environment and doing your digital marketing a different way . We can help you reach whatever price you want to charge .

We can get you there while increasing your conversion . At the same time , we want to help you be less chaotic and make more money , reduce your advertising costs and invest it in other areas of your practice that are going to produce a higher return and allow you to charge that high dollar price that we want everybody out there to be .

If that sounds intriguing to you , click on that Calendly link in the podcast description below .

Set up a 15 to 30 minute business consultation with us , and we look forward to coming in and doing an onsite workshop or having you work with us month to month on a private coaching basis or doing our digital marketing Our video marketing is very powerful and other digital marketing we do to help you charge more as well , and we look forward to you becoming a

new patient group customer . Now let's get back to today's podcast . Now can you learn , as a doctor , how to get in and out of there quicker while offering a lot of value and making people feel special ? Absolutely , it's one of the things we teach .

So there's a way to spend five , six , seven minutes with somebody and make them feel even more special than if you spent 30 minutes with them and didn't say and do the right thing . So of course , you want to be efficient , but you're not being in there at all . It does not work If you want to be the high end brand that you're claiming you want to be .

This is why the conversion tank , this is why I've seen it in countless practices that want to be the high dollar where they implement this it tanks and this doctor . I've got another example of something else that he teaches as well that I'm going to do as another example on another podcast for another time .

But everybody out there , the lesson today again , it's not that anyone's doing this with intent . They're doing it unintentionally , because I don't think it even crosses their mind that by teaching these things , they also need to say hey , everybody , look , I've got a great idea for you , right ? And this idea works really well for us .

And one of the reasons it works really well for us is that if you shop five practices in our area , we're the lowest priced , right , and we're willing to negotiate down to whatever price point it takes to get a start right . That's a big part of our business model and it's important audience for you all to understand . That's the model .

So if you're that model and you're running that currently and you're doing a lot of pay-per-click ads and you're driving in price shoppers which , off the cuff for everybody out there . If you want to be a high-end brand , you better cut the pay-per-click crap off .

Like you can't be doing price discount ads and low down payment ads and all this stuff , because you're going to drive in from the time they call to the time they show up to the time they do everything . You're driving in somebody that wants a cheap price , right Digital marketing , and this is what's on our brains all the time .

Digital marketing has to be done different If you're a practice that wants to charge high dollar versus a practice that wants to be the lowest cost or the second lowest cost . How you train your people has to be different .

If you want to be the highest cost versus the lowest cost , the culture you have obsessing over your team and your customer has to be different than if you're the lowest cost . High quantity , and I hope that makes sense to everybody out there .

But the only point today is is you got to watch who's on stage and I proudly sit behind this mic and tell everybody out there we want to help the people that are high dollar . We want to help the people that want to be high dollar , or you're already at high dollar and you want to be a higher dollar practice or just convert higher than you currently are .

That's what we teach , and this stuff works so well . Is it going to destroy a low price practice ? Of course not .

I think treating people in an unexpected way always works , but doing it the way we teach , you've got to have time to do it , and you can't have time if you've got to have 15 times the amount of patients walking through your door to make the same amount of money , the time goes away , the chaos increases . You get the point . So watch out everybody .

When you're hearing your clinical peers discuss things , you have to be very forward thinking and that you've got to understand . Does this fit the business model that I want to run ?

It's a very important business lesson today that you must take to heart , and the other one is is you've got to go outside your bubble to seek expertise that can truly make you unique . When people are shopping around every interaction that you have with them , they must see oh , this is different than the other place . Oh , this is different than the other place .

Oh , this is different than the other place . Oh , this is different than the other place , right ? So take away what you learned today . I think it's very important that you shift your mindset into understanding that what's being taught must fit your business model . I hope everybody enjoyed part one of this series .

We'll be back with part two , I don't know when , right , but I'm going to drip these over the course of time because there is tons and tons of examples that I see that clinical peers out there are sabotaging your business Again , not intentionally whatsoever .

They have the best intentions , but I see them hurting you out there and you need to go in with this business mindset that I taught you today . Hope everybody enjoyed today . We'll be back with another episode soon . Talk to everybody later . Bye-bye .