I’m thrilled to introduce you to my special guest on this episode of the podcast, Dr. Jessica Emery. Dr. Emery is the founder of Sugar Fix Dental and Dental Soiree and is a Chicago cosmetic dentist, entrepreneur and philanthropist.
Dr. Jessica Emery grew up just outside of Boston, in Worcester, MA. She followed in her mother’s footsteps and attended Tufts University School of Dental Medicine. She opened Sugar Fix Dental Loft here in Chicago, completely from scratch and built the practice of her dreams. At Sugar Fix, Dr. Emery has created a spa-like atmosphere treating her patients to white-glove service that she has become known for. She is also the creator behind ALL of Sugar Fix Dental Lofts social media and marketing.
In the fall of 2016, Dr. Emery founded; Dental Soiree. Dental Soiree has been a dream come true and holds unlimited potential for the future of dental marketing. Additionally, Dr. Emery recently launched Soiree Stock, a membership program that gives dental professionals access to unique styled stock photography.
On the podcast we discussed…
Are you ready to put Instagram and Facebook to work for your dental practice?
Learn more about the GET SOCIAL Workshop from June 1st to 2nd in Chicago and reserve your spot here.
To learn more about the Influencer Package or Soiree Stock go here.
If you’d like to connect with Dr. Jessica Emery of Dental Soiree personally, you can contact her via Facebook or follow her on Instagram @thedentaldiaries or @surgarfixdentalloft
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What's up, guys? Welcome to another episode of the Delivering WOW Dental Podcast. Today, I wanted to come on. I was actually inside of my practice's Facebook account, and I noticed that there were a few changes for targeting. I'm super excited about that, and so I just wanted to jump on. For all of you guys who are running Facebook ads, are boosting posts to your practice, this is pretty exciting news.
In the past, we were actually able to target people based on their net income. You could put in someone who has a net income of $100,000, or 300,000, or half a million dollars, and that was super exciting, right? You could also target people by their home values and the amount of liquid assets that they have. A lot of you guys be like, "How does Facebook know all of that?" Well, I can tell you Facebook is super smart, super intelligent.
In fact, really interesting, and I'm sure this has happened to you as well. I was actually in a van with some volunteers when I was in Kenya when we went off to build a classroom for Delivering WOW. I was in the van with two of the local volunteers, two local Kenyans. And what do you know, just a few minutes later, all of a sudden, I'm getting requests from Facebook to actually friend them. It's happened so many times before. Facebook is pulling data based on where we're clicking off of Facebook. They're also pulling data based on our geolocation, and home values, and things like that. They're able to get that data.
So this morning, I was actually inside of the Facebook account, again, for my practice. We are just working with making sure that we're always testing different things. Of course, now we have our Delivering WOW marketing agency. We are actually running ads for practices and also running ads for different dental coaches, and companies, and stuff like that.
But inside of the targeting, I noticed this morning is that now you can actually target again with net income. This is for US, but it allows you to be able to target people who have the upper 10% in net income for the United States, as well as targeting for people who have the upper 10 to 20% net income, and also looking at other percentages as well.
Now, what's really interesting is that it does say top 10% in the United States. So you might be like, "Well, for dentists, I'm not trying to target people in the entire US," meaning I don't want everybody in the US to see my posts. But, there is actually an additional layer of filtering when you are working with Facebook that you can now use this new targeting option. Then, what you can do is you can put an additional layer filtering. This is where it gets really neat because you can actually put in your practice's address and you can now filter that to target people who are within 10 miles of your practice or you can put on additional filters where you can target people based on a specific street that they live on. So if you are, again, trying to get more people in who are able to afford services, using these types of filters with your boost is super amazing.
Now, one thing you might be asking is, "Okay, I didn't even know all of this was possible with Facebook. We're just posting on our practice's Facebook page." And the first thing that I always teach when I train teams in our Facebook bootcamp is that you want to make sure that you're posting essentially things that are happening behind the scenes. So you want to think about Facebook as almost like a camera that allows people to be able to see what's happening. People are on there almost like ... actually, almost like people are watching TV. They're going through Facebook, and they're seeing what's happening, and so your phone or your camera is the one that's documenting that, and Facebook being the tool to show it, kind of like if you think about a TV, right?
But what happens is that once you're posting things, then what actually happens when you're using Facebook as an advertising platform is that you now have the ability to run an ad to whatever you're posting. That's spending $10, $20 if you're posting something. Sometimes you'll want to spend $50 or a little bit more. Again, if it's just something you're posting that you want it seen for a few days versus having something that you want to be seen for a month, or maybe you're doing a small makeover competition, you'll put a bigger budget to that.
But typically, most posts that we do we're spending about $20. What we do is we have the ability to choose these audiences. So again, what we work with in our Facebook boot camp and what we set up for our clients and our agency is we actually set up the targeting where you now, when whenever you boosts, you actually have a check list, like a dropdown menu, where you can say, "Okay, I want to target people who are within 10 miles of my practice who are also, for example, moms of kids who are ages 3 to 12." So if you were wanting to talk about children's dentistry, then that would be the audience, right? Or if you're running ads for dental implants or cosmetic dentistry, again, you'd want to choose this audience that I've just spoke about this morning, this new one, which is targeting by the net income.
So again, super excited. Lots of really cool things that are happening with Facebook. There's also a few little internal changes when you are setting up your audiences. Yesterday I noticed there were some changes when I was doing the Facebook bootcamp when you're going to set up your website, retargeting audiences, and stuff like that. So for those of you guys who have been through bootcamp, I would encourage you to just jump back on and see what's new and see what's current. For those who've not joined Facebook bootcamp, I encourage you to get your teams in there so that we can help them to understand how to help your practice grow.
The bootcamp is just three one-hour sessions. After, that your practice should be in really good shape. That's something that I encourage you to do. If you guys need help with Facebook and you want us to take care of everything for you, we have that ability as well. We're super excited about our agency. We've been having people to ask us for years like, "Can't you just do it for us?" We've actually been building a team and building content for about eight months now, so we're super excited to be doing that now. If you want to know more, you can always go to deliveringwowmarketing.com.
But again, lots of cool, exciting things happening with Delivering Wow. We're reaching way more practices and helping way more. It's super exciting, especially for me as a dentist, to have seen so much transformation within my own practice, how many lives have been changed when people are like, "If it wasn't for you and what you're doing on Facebook, I would have never had the courage to walk through the door." So, I'm so excited to be able to help so many other practices to experience that same level of being able to help and serve people, and to be able to do more of what you love, which is the dentistry.
All right, guys, so that is it. Take care. Again, if you want to learn more about our different options for marketing, whether it's having us train your team or actually just doing your Facebook for you, you can head on over to deliveringwowmarketing.com.
What's up guys? Welcome to another episode of The Delivering WOW Dental Podcast. I am super excited to be on today. I am actually driving in my car. I am heading out from dropping my daughter to ballet. I just wanted to jump on spend a little while. We have had a crazy few weeks, one with wrapping up our Delivering WOW Summit so of course you guys have probably seen all the pictures if you were not there. It was an incredible, incredible special event. There were a lot of tears shed. There were also a lot of like huge celebrations, of wins, or practices that had grown over the last year by 30 or 40% from our inner circle. We also had a workshop helping practices understand the achievement cycle and seeing their gaps. Overall, it was just a great even with great, great speakers. We have since shifted our focus into the launch of our Platinum Mastermind. I can tell you, I am so excited about this program.
Inside of our Platinum Mastermind, many of you guys have heard of it. I had this idea to actually teach all the things that we had been teaching in our inner circle. These are things like, "How do you create your vision for your next year, for your next three years? How do you get your team on board? How do you actually reverse engineer so that you work in a 90 day world?" I'm also looking at how can you put in accountability such as using tools like Asana, and Asana boards to actually get tasks done? How do you create scorecards that are created every single week by a member of the team so that you can look at things like production per visit, you can look at things like the number of new patients that you're getting, looking at things like your AR over 30 days percentage right? Is it within the goal that you set? It's been a really amazing year.
Like I said, we decided to launch this platinum program. A lot of people really don't understand or know the full story or why I even decided to even do this. Just to kind of go into that a little bit because it is actually a crazy vision and a passion project of mine to be able to have like one place where people could come together with the top coaches. What has happened in the past is that if people needed help with sorting out for example their insurance, and understanding how to do medical billing, I would send them at Devon Banks, right? We've had so many people that needed to bring on a new team member, or change out their team members when they joined our coaching programs because they may not have had the right person in the right seat, or maybe they just didn't have the right person that fit in with their culture. We were sending people to Samantha Leonard right?
We have had business boot camps in the past, and Glenn Vo has worked with these dentists and gotten them to be able to reduce their overhead by sometimes 1000 or even $2000 month. I was like, "Wouldn't it be really cool we had all of these people on one dream team helping out all of the practices?" Then I started thinking about who would the other coaches be? One of the people that I thought about was actually Gary Takacs. A lot of people are looking at how can I become fee for service?
I thought about, "Well if we had him coaching people to become fee for service, that would be awesome. What if we had Sandy Pardue helping people with all of her great ideas that she has for how to get your schedule as efficient as possible? What if you had Laura Hatch on the team?" I reached out to all these people and they were like, "Yeah, definitely in." I said, "Okay, what would happen is that we would have different members of the team. We would be able to see what their gaps are. Then we would see which coach they need to work with based on their gaps."
If they were, for example, a front desk person and they needed help with insurance, then they could just work with Devon right? If they needed help with understanding how to schedule, they would work with Sandy. If they needed help with case acceptance, they could work with Greg on case acceptance. The thought process was that the team members would each have whatever coach they need to work with, and again all within one program. It's kind of a really far fetched or crazy idea. I can tell you when I started coaching, I was paying about $3000 a month for my coach, and the coach was just coaching me. I just thought, "It would be great if I had somebody to come in while I'm being coached as being the leader and understanding profit margins and understanding the economics of running a business, people could also be training my team", which unfortunately I did not have. I had to figure out all of that stuff myself.
Inside of the Platinum Mastermind, we're working directly with the doctors. We have [Shaquila 00:05:22] who is a mindset coach. She'll be working with doctors to help them to realize their full potential. We also will be working with the doctors so that they can understand their verbiage with case acceptance. We're also going to be working with the doctors as well, so that they understand how to get the right culture in their business, and the right people in the right seats, and really understanding the numbers and the metrics of running a business, and what happens when one number goes down and one number goes up, and how can you essentially look at lead measures versus live measures, how can you ensure that you are not waiting until the end of the month?
Again, I'm really, really excited. We have been working super hard for this particular program. For me, I also wanted to make sure that the total experience of all of the members of our program would be a really great experience. Instead of utilizing a normal website or a normal software that delivers content or delivers training, I actually sought out this developer who is in Germany. I gave him my vision after doing a lot of research. I said, "I want an interactive elearning platform where people can actually have direct communications with their accountability coach and schedule a call. I want people to come in", so the doctor would come in, and they could now give access to their team members to get a coach. When the team members log into our platform, training platform, we could actually give them a diagnostic assessment to see how competent there are in their roles in the practice.
From there, we can know their deficiencies. They would have a call with an onboarding coach who is also an accountability coach. We can actually customize and get them the right coaching that they need, instead of them trying to figure it out. The issue with a lot of elearning platforms is that there's just a lot of really good information, but it's not organized very well. There tends to be a lot of overwhelm. What we decided to do with the program was to again make it really organized where you would actually have each coach working within their own track, where there would be coaching sessions that would be going on streaming through the platform where the members can ask questions. Then this is really, really cool as well, as you guys know, I love Facebook. We have our Delivering WOW Facebook group.
I was like, "What would be really neat is" that anybody that's going through that track, so say for example the dental assistant track with Trent, I was like, "Anybody that's going through that track, it would be nice to have like everybody to be able to communicate within that one track so that there's not a lot of clutter and confusion", which is what you see in Facebook groups, right? Then I was like, "You know what would be really cool as well is that you would have not only conversations within a specific track", so say for example all the doctors who are going through mindset coaching, that track again is a doctor only track for practice owners. Everybody would be like it would be private to those members, right? The other thing I thought would be really neat is that you could actually have communication within the platform across the job titles as well.
Having like a communication thread with all of the office managers just talking amongst themselves. You don't have that benefit in a lot of the Facebook groups because everybody's like all over the place. Then the other thing too of course in Facebook groups, a lot of people are just giving their opinions. Sometimes it's good advice, sometimes it's like completely wrong advice. Having that one place where people could actually get advice from the people that are coaching and helping practices and speaking on these topics they've studied, they've done the work, they've done the research, many have written books, these would be the people that your team would have access to to be able to coach and train them. Again, I'm so excited about that. Of course, you guys know I love marketing. What we did was I actually decided to include our Facebook boot camp in the program.
We also created Facebook campaigns that practices could run every single month. We actually give hundreds of images that you could use for social media. We have a Google Ads course that we're able to get from [Brent Allen 00:10:06] from Marketing 32, so we've got that course in there as well. We're also putting in some Instagram training from Jessica Emery, that's going to be there as well. Then what's really cool as well is that [inaudible 00:10:21] for many of you guys know her, she is phenomenal with marketing. She actually does marketing for a 40 million dollar dental group in North Carolina. She's actually going to be on every week doing a call helping practices with their marketing, and helping them with their campaigns and if they get stuck. What's really cool as well, one other thing is for people that are running Facebook ads and they're getting stuck, or trying to do funnels, because we actually have a funnel course included in the program as well.
We actually have a social media manager who is a part of that track helping with support. I really tried to see how could I again just create one resource for everyone in a practice. For me I was like, "If all this program did was give practices the ability to be able to close one $5000 case a month, would it be worth it" right? "If it would be possible for a practice to be able to now have the ability to do more continuing education and to do more fun team building events because there was a lot more money coming in, because now there's accountability tools in place to make sure that revenue goals and different KPIs are being met, would it be worth it" right? Then I'm like, "I see what's happening with all of our inner circle practices, they're taking vacations all the time. If all it allowed the practice owner to do was to be able to spend time with their family, because now their teams are trained by the best people in the industry to train them, would it be worth it?"
For me I'm like, "Absolutely, yes." That's why myself and my team have been working tirelessly on this platform because it's important. It's so important that we bring it to the marketplace. You look at even the amount of coaching, how much does it cost. I was even talking to [Shaquila 00:12:20] who is a mindset coach. She's like, "There's a lot of people that really need my help. When they come to me, they say that they're already spending $30000 a year with a coach. They can't afford to do both." For me in this platform I was like, "How can we get you everything you need in one place?" When you look at the cost of our program, so the program cost at the current time is $1200 a month, which is like so so little and just a fraction of what all of these coaches when you look at Okay it includes the Facebook Marketing, it includes marketing every month, it includes the social media manager, it includes in accountability coach.
That's something that so many practices are lacking. They're in coaching programs, but there's no one to hold the doctor accountable. Even more so, for me, no one to hold the team accountable. If the team is doing things like reporting numbers on the scorecards and they know what to do when a number drops, then guess what happens? They can be held accountable, and the doctor can attend a once a week meeting with their leadership team who is like their office manager or financial coordinator or lead dental assistant, et cetera. The team can actually report to them the progress of the practice. That's when things get really amazing and really cool. We've seen that happen just time and time again with our inner circle practices, and even within my practice now going in for a one hour meeting once a week, those are called level 10 meetings. We actually teach you guys how to run those meetings as well inside of our platinum program.
It's transformational guys. I am so excited again about having you guys in the program. I feel like every single dental practice needs to be inside of Platinum just because you know what happens when you have the right people training you? It makes practicing dentistry fun again. It makes the whole process of serving your patients just such a better experience because you don't have to worry about the business side of the practice. It's all taken care of. You might be wondering like, "Okay well is that cost the $1200, is that something that I can fit into my budget?" For me, when I look at expenses, for me the biggest expense is not actually taking action on what you have in front of you that can help you to be able to grow and scale your business, and give you time and financial freedom.
Not having access to the training that can help you is one of those things that can certainly be a situation where there may be regrets, because again, it is a huge expense if you're not getting your team trained, if you're not billing things to medical, when they're not billing things to medical when they could be billed to medical, you're not understanding how to close those $20000 cases, and you're letting them walk through the door. That is probably the biggest expense that you could actually have. Again, I just wanted to come on and just talk to you guys about the why of why I created Platinum, and what my vision was, and why I feel so passionate about this project and this program. I know it's going to help people. This year at our Delivering WOW Summit, we had practices on stage. We're seeing a huge award called the WOW Award. That was for 30% growth or 20% growth while taking fewer clinical days in the practice.
For me, I honestly I have a vision. Why am I doing this? My big why is to be able to see 200 practices on stage getting their award next year when we have our delivering wealth summit. I mean that would bring the biggest amount of joy to not only me or my team, but also all of the practice owners, all of the team members, and of course, all the coaches that have helped all of you on your journey. That's essentially what our Platinum Mastermind is. Again, I invite all of you to schedule a call with us, so we can learn more about your practice. Once you go to deliveringwow.com/platinum, you will be able to learn more about the program, all of the coaches that are there. If you're ready to get started, you can go ahead and just click the button and get started, and we'll get you in right away, get you onboarded with the onboarding coach, and start getting everything set up for your practice.
Again, if you have any questions, or if you'd like to schedule a call, you can also do that on that page as well. Again, it's deliveringwow.com/platinum. All right guys, so again just wanted to jump on. I'm so excited about this program because we're going to be able to help you with all of those gaps. We have the who's and we have the right coaches. We have the right people that can train your team. You don't have to worry, we'll do all of that for you. All right guys, until next time, we will chat. Take care and keep delivering WOW.