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The Marketing 32 Show

The Marketing 32 Show

De: Brett Allen
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This is the Marketing 32 Show, a show that connects with leading dentists, influencers, and experts to explore strategies and innovations that help dental practices grow and thrive.The Marketing 32 Show (c) 2024 Economía Gestión y Liderazgo Liderazgo Marketing Marketing y Ventas
Episodios
  • The Hidden Profit Killer: How Poor Shade Communication Costs Practices Thousands in Remakes and Lost Chairtime
    Sep 30 2025

    In this eye-opening episode of the Marketing 32 show, host Brett Allen welcomes Trish Jones, an accomplished dental hygienist turned technical account manager at Ivoclar, who reveals the shocking truth about one of dentistry's most overlooked profit drains: shade selection failures. With her unique perspective spanning clinical hygiene, dental laboratory work, and scanner training, Trish exposes how the industry's communication breakdown between practices and labs creates a lose-lose scenario where neither party charges for remakes, yet both absorb significant costs. Her revelation that 8-10% of males are colorblind highlights just one of many factors contributing to the epidemic of reshades and remakes that silently erode practice profitability. From the critical importance of timing shade selection at appointment start (not after 45 minutes of eye strain) to the transformative power of baseline shade tracking for whitening case acceptance, Trish delivers actionable strategies that bridge the gap between what patients value most—their smile's appearance—and what practices spend the least time on. This conversation transforms shade selection from a rushed afterthought into a strategic profit center and patient experience enhancer.

    In this episode...

    Trish Jones delivers a masterclass in the hidden economics of shade selection, exposing how this critical aspect of restorative dentistry has become both an overlooked profit drain and a missed patient experience opportunity. Her unique career path from clinical hygienist to dental laboratory trainer to technical account manager provides her with rare 360-degree visibility into the communication breakdowns that plague the industry. The core problem is simple yet profound: when shade selection fails, practices absorb the cost of additional appointments without charging patients, while laboratories remake cases without billing doctors, creating a double loss that neither party tracks systematically. This silent profit killer goes unaddressed because most practices lack awareness of how frequently reshades occur and what those failures truly cost.

    The technical insights Trish provides transform shade selection from guesswork into a systematic science. The revelation that 8-10% of males (and some females) have colorblindness or visual deficiencies immediately disqualifies a significant portion of potential shade-takers, yet most practices never screen for this condition. The metamerism phenomenon—where identical shades appear different against varying backgrounds—explains why simply matching a shade tab isn't sufficient without considering the patient's complete aesthetic frame including hair, complexion, eye color, and even lipstick preferences. The timing factor proves equally critical: taking shades after 30-45 minutes of preparation work with magnification loupes guarantees compromised visual acuity, yet this backwards sequence remains standard practice in many offices.

    Perhaps most transformative is Trish's hygienist-driven baseline shade tracking system, which converts routine cleanings into whitening case generation opportunities. By documenting shade at each hygiene visit, practices create objective evidence of natural darkening over time, allowing patients to self-identify the problem rather than feeling attacked by suggestions their teeth are yellowing. This approach simultaneously elevates the patient experience (making them feel valued through detailed attention), increases whitening revenue without aggressive sales tactics, and builds the foundational skills teams need for complex restorative shade matching. The paradigm shift from treating shade selection as a rushed afterthought to recognizing it as the aspect patients care about most represents a profound opportunity for practices willing to invest in education and systematic implementation.

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    19 m
  • The Magic You Seek is in the Things You Avoid: How the 1-800-DENTIST Co-Founder Turned Boldness Into a Life-Changing Philosophy
    Sep 23 2025

    In this transformative episode of the Marketing32 show, host Brett Allen sits down with Fred Joyal, the legendary co-founder of 1-800-DENTIST and bestselling author whose marketing insights have shaped an entire industry. From his origins as an advertising copywriter to building a nationwide dental referral empire that processed millions of patient calls, Fred has witnessed the evolution of dental marketing from its foundational principles to today's AI-driven landscape. His bestselling book "Everything is Marketing" emerged from decades of data on what patients truly want from dental experiences, while his upcoming release "Everything is Still Marketing" addresses the seismic changes brought by digital transformation. Beyond marketing mastery, Fred has developed a revolutionary approach to boldness as a learnable life skill, teaching professionals how to overcome the paralysis that prevents them from achieving their dreams. Whether discussing the power of patient video testimonials, the courage required to present comprehensive treatment plans, or his latest venture into oral health breakthrough technology, Fred delivers actionable wisdom that transforms both practices and lives.

    In this episode...

    Fred Joyal delivers a masterclass in both marketing psychology and personal development, drawing from his extraordinary journey building 1-800-DENTIST into a nationwide phenomenon. His insights stem from processing millions of patient calls and interactions, creating an unprecedented database of patient preferences, fears, and motivations. The "Everything is Marketing" philosophy he developed recognizes that every patient touchpoint - from phone conversations to office ambiance to treatment presentation - either builds or destroys case acceptance and loyalty. This holistic view positions marketing far beyond advertising, encompassing the entire patient experience and challenging dentists to recognize that clinical excellence alone represents only a fraction of what patients value.

    The conversation's most powerful insights emerge from Fred's boldness philosophy, which transforms the common misconception that confidence precedes bold action. Instead, he demonstrates how taking bold action in low-stakes situations builds the confidence muscle needed for high-stakes moments. His systematic approach to developing boldness includes daily exercises like smiling at strangers, gradually expanding comfort zones, and embracing failure as a growth mechanism. The dental applications are immediate and profound: asking for video testimonials, presenting comprehensive treatment plans, having difficult team conversations, and pursuing practice growth opportunities that feel intimidating but offer transformational potential.

    Fred's latest venture into oral health technology represents another bold leap, partnering with a biochemist who developed a non-pharmaceutical formula that balances oral biomes and prevents calculus buildup. His personal six-month trial resulted in dramatically improved cleanings, validating the science behind the approach. This innovation, available through Daily Dental Cares, extends to pet health where poor oral conditions reduce lifespans by 10-20%. The venture exemplifies Fred's core principle that "the magic you seek is in the things you avoid" - breakthrough solutions often require embracing risks and uncertainties that others find too uncomfortable to pursue.

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    34 m
  • The AI Revolution: How Fear of Dentists Led to Marketing Mastery and a 60% Team Reduction
    Sep 16 2025

    In this groundbreaking episode of the Marketing32 show, host Brett Allen welcomes Dr. Kathryn Alderman, a dentist-turned-AI innovator who transformed her fear of dental visits into a thriving group practice empire before discovering how artificial intelligence could revolutionize everything. As founder of the Intelligent Care Alliance and author of "The AI Advantage in Dentistry," Dr. Alderman brings over 20 years of experience in dentistry and business leadership to reveal how AI has fundamentally changed both how practices market themselves and how patients search for dental care. Her remarkable journey from emergency patient to practice owner to AI thought leader demonstrates the evolution of dental marketing, culminating in her discovery that AI reduced her marketing team by 60% while dramatically improving results. This episode exposes the seismic shift happening in patient behavior and provides actionable strategies for practices to thrive in the AI-powered future of dental marketing.

    In this episode...

    Dr. Kathryn Alderman delivers a masterclass in the fundamental shift occurring in dental marketing, drawing from her unique journey from dental-phobic patient to successful group practice owner to AI innovation leader. Her transformation began with an emergency dental visit that inspired her to create a practice specifically designed for people who fear dentists, leading to years of hands-on experience managing the complex challenges of group practice growth. When AI emerged, she immediately recognized its potential to address the time, money, and energy constraints that plague practice owners, ultimately reducing her marketing team by 60% while improving results across all business areas.

    The episode's core revelation centers on patient search behavior transformation. Traditional assumptions about dental marketing - that patients use Google to find dentists - are now outdated. Instead, patients rely on Google Maps for local searches, voice assistants like Alexa and Siri for immediate needs, and AI platforms like ChatGPT, Claude, and Meta AI for research. Younger generations particularly trust social media platforms like TikTok and Instagram over traditional search engines, fundamentally altering how practices must approach their marketing strategies. This shift requires dentists to abandon the old model of comprehensive website content covering every possible service in favor of deep specialization in specific areas.

    The technical aspects Dr. Alderman discusses reveal the critical importance of schema markup - the JSON coding language that AI bots prefer over human-readable content. Unlike traditional SEO that focused on keyword optimization for human readers, AI marketing requires structured data that speaks directly to automated systems. These bots visit websites almost instantly after content publication and completely ignore visual elements like videos and images, focusing solely on text and structured data. Dr. Alderman's endorsement of Marketing32's schema generator tool demonstrates how practices can implement these technical requirements, with results appearing in AI search results within weeks rather than the months typically required for traditional Google rankings.

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    31 m
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