Dentistry Uncensored with Howard Farran

How to perform dentistry faster, easier, higher in quality and lower in cost. Subscribe to the podcast: https://podcasts.apple.com/us/podcast/dentistry-uncensored-with-howard-farran/id916907356

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Howard:

It is a huge, huge honor for me today. In fact, it is such an honor that this is the only podcast where I actually put a shirt and tie on because you are such the man. Randy Alvarez, he is the guy that pioneered the 'Wellness Hour' TV show. Let me read his bio. "In 1998, Randy Alvarez launched the effort that would become the 'Wellness Hour' TV show. Since then, more than 12,000 episodes have been produced and have featured some of the nation's leading medical and dental specialists. His company is the number one producer of medical and dental documentaries in the world.

The Wellness Hour news interview has become a social media and television platform for doctors to educate the public about their specialty. Doctors report that they attract hundreds of new patients to their practices. Each week, the 'Wellness Hour' TV shows airs in more than 70 million homes across the United States and Canada. Alvarez has transformed the show's website, thewellnesshour.com, or just wellnesshour.com. W-E-L-L-N-E-S-S-H-O-U-R, wellnesshour.com, into an extensive online medical resource for both doctors and the public.

His newest project, Alvarez University, is an online interactive communication training program for dentists and their teams with hundreds of online training modules. It is the fastest growing communication training program in dentistry today. He has personally media coached over 3,000 licensed healthcare practitioners on a one on one basis, getting them ready for TV. He is endorsed by Nobel BioCare and Henry Schein, then it will have the Henry Schein Dental, have the Wellness Hour and Randy Alvarez in their list of services. He also directs and produces all of the long form advertising for Clear Form Dental Implant Centers." He is a sought after speaker and we are excited to have him on our program today. How are you doing Randy?

Randy:

I am doing good today[crosstalk 00:01:56]

Howard:

I have so many of your videos and your orthodontist, Ann

Randy:

Oh is that right? Okay, good.

Howard:

I follow her on Google+, Ann is a big role model, idol of mine. Tell me, you are talking to thousands of dentists, they are all on their smartphones, they are all commuting to work, our brand is an hour because that is actually the average one way commute for a dentist and that is about 80%. Twenty percent happen to have 30 minute commute, listen to half the show on the way there, half the show back.

In a nutshell, are you doing this for ... Is it mainly an external marketing and online digital marketing platform? Let's say you are in Parsons, Kansas and I fly all the way to see you, Randy Alvarez, outside of San Diego in Carlsbad, California, we film. What is your average program length?

Randy:

The programs are all 28 minutes long [crosstalk 00:02:55] In the industry it is called long-form advertising, is what it is and on any given day, about three to five medical doctors or dentists, get on a plane and fly to Carlsbad. We are in San Diego, right across from the beach. They fly in here and we write, direct and produce these 30 minute real infomercials, these newsroom interviews.

Howard:

You do three or four a day?

Randy:

A week. Three to five a week.

Howard:

Oh, okay. Three to five a week.

Randy:

It is about as much as I can do because there is a lot of planning that goes into it, helping them with their message. On any given day, I am helping a medical doctor, or dentist, helping them deliver their message in a clear and compelling way based on results and at the emotional level.

I am also listening, on any given day, to a dentist explain themselves about what they do. I always say that after all of these years, 16 years, of listening to dentists, I am more confused about the bite than ever, so I don't know who to believe these days on that. I have anticipated this interview for quite some time and I was excited about it because it seems like there is a shift.

The shift is happening because I remember in 2002, 03, 04, 05, 06, 07, people that were doing my program ... In fact any type of, as you call it, external marketing, they were hitting the lotto, they were doing very well, and then the economy hit in 2011 and things changed. Well, in the last 16 months, I make clients if my clients make money, and it seems like we are back and the results have been fantastic across the board.

Howard:

Cut to the chase, what does this cost a dentist to do this?

Randy:

For example, right now, for $13,495, I guess somebody who is showing me a massage chair in a dental office, for $13,495, I write, direct and produce a nine video package. One 30 minute program for TV and eight short videos that are used on the website, on YouTube, with Google, in the reception area, etc.

Howard:

One 30 minute and eight short?

Randy:

Eight short one to five minute videos.

Howard:

Eight short one to five, yeah.

Randy:

By the way Howard, are people watching this as well? There are people that can see this video or is it just audio?

Howard:

Yeah, we put audio on iTunes and then we put audio and then separate audio/video on Dentaltown and then we put the video on YouTube and there are all kinds of different demographics. On Dentaltown it is all Townies, on YouTube it is a visual and iTunes in phenomenally ... It is probably 80/20. 80% of America, 20% all of the other countries on the checkbox.

Randy:

Okay, good.

Howard:

The show is doing so well because it is free and it is easy ... Supposedly their smartphone. Everybody tells me the same thing. They are in their car, they go to Bluetooth, they put it on and they are listening to it in their car on their way there. Now some people come home and throw it up on YouTube on their big screen and just watch. It is really neat and it is a massively fast growing show. We have only been doing it for about a year.

Randy:

Everybody needs a coach, I am a big ... I will listen to a podcast, or I will attend a lecture or a seminar and I will pick up one thing, one distinction, that literally puts me and moves me, as a company, and our team in a different direction. It is great that you have this type of format. It is much needed in dentistry also, and because of your big name. You are one of the big names in dentistry, right? I don't think [crosstalk 00:06:50]

Howard:

I have the biggest gut in dentistry, not the biggest name. Just a big gut. Basically ... Okay, I assume dentists would only want to spend to spend $13,495 to fly to Carlsbad if they thought they were going to get some more patients on the deal. The dentist flies out to Carlsbad, you write, produce this 30 minute infomercial and eight short videos, I assume for the dentist's website.

On that video, are you recommending you find your local cable? This is my story on cable. It is used to be, when I got out of school, just television stations and they broadcast to the whole valley of Phoenix, Arizona and then everybody was getting cable. Then cable, if you bought an ad, it had to go for the whole three and a half million metro and you couldn't afford that. Only big car dealers and big local people could do that.

Now the cable, and I am in Arizona, which is all Cox, they say I can play an infomercial and I can just buy a region so I don't have to buy the whole ... In Phoenix, the people I advertise to in North Phoenix, that is an hour drive because I am in South Phoenix. In fact, Phoenix, the metro, is so huge, I don't know if you realize this, but if you are in the northeast, Sun City, and you drive clear across Phoenix to the southwest, Queen Creek, on an interstate going 70 miles an hour, it takes you an hour and a half.

Is the real value added because now you can put these infomercials where you are just playing it to a small 100 thousand, 200 thousand people within a 10 mile drive of your dental office? Is that the real value proposition or not [crosstalk 00:08:42] search engine optimization part?

Randy:

It is all of those things, and this is a big discussion. Sixteen years ago, I was in practice with a medical doctor in Palm Springs, California. Weather like with what you have Howard over there in Arizona. The cable company came to us and said, "Why don't you do an infomercial." I said, "There is no way I am going to cheapen the doctor with some cheesy infomercial." They said to me, "How much do you think you could buy 8:00 at night, 8pm, Channel 7, hitting the whole Coachella Valley? Palm Springs, La Quinta, Palm Desert, Rancho Mirage, etc?" I said, "I don't know, you tell me" and they said, "No, guess." I said, "$30,000." They said, "It is $150 per hour, a full half hour prime time." That is when I walked into the doctor, my partner, and said, "We have just hit the lottery." By the way, that is the price of it today.

In Arizona where you are, I pulled up some numbers, In Arizona, I could buy Channel 7 for $275 Prime time evening hitting the whole area and I pulled some stats. The reason why people want to do this, it is not because, and I am careful not to ... You know, not because I am a nice guy, or because we have a wonderful things and all those things that we think are true, or I am a great listener.

There is a lot of doctors on their websites who talk about themselves and how different they are, but the reason why they should do business with your, or with any doctor, is the results you get. In Arizona alone, we have Clear Choice, whether you like them or not. We have a train coming by in the background.

Howard:

Did you ever meet the founder of Clear Choice, Don Miloni?

Randy:

Yeah, I spent some time with Don Miloni. In fact, we are going to work on a project together and it was very interesting.

Howard:

Is he coming out to Carlsbad?

Randy:

He is going to have other people do it, I am not going to interview him, but we have met, I picked his brain.

Howard:

He is an amazing genius.

Randy:

Smart guy.

Howard:

[crosstalk 00:10:41] freak genius.

Randy:

Yeah, and this new business, he is not even going to start the new business until he gets before and after photos and video testimonials, but in your area [crosstalk 00:10:53]

Howard:

What is he new business?

Randy:

Well, it is a bit private, but it has to do with dental implants.

Howard:

This is Dentistry Uncensored, man, you can say anything. Forget HIPAA, forget privacy.

Randy:

Kind of a new type of denture done right there on the spot with the patient there, that may more may not be attached to a couple of dental implants and that is kind of as much as I am able to day.

Howard:

It is an instant denture?

Randy:

Yes, and it is not like any other denture. It is pretty unique and it is really cool.

Howard:

Not go get off topic, but that affordable denture clinic that has been around for 80 years, probably the first ...

Randy:

That is how we started, by the way.

Howard:

Affordable denture clinics?

Randy:

Well, he started with the same concept, that is how he got his fortune, was dentures.

Howard:

Yeah, and that company has like 450 locations and they are just crushing it.

Randy:

Yeah.

Howard:

They have just been going and going and going. It is amazing how if you do one thing right, you can really go far in America.

Randy:

Yeah. When I said in the beginning that things were back, in Arizona, for example, we do this 30 mile narrow topic exclusive ClearChoice is doing and I got the exact numbers. They got about 25 to 1 on their money every month. For every dollar they spend, they get 25 to 1. I know that Gordon Wilson gets about 100 new patients a month, talking about laser dentistry. Winterholler is getting about 15 to 1 every month on his money.

You said why would people do this, it is really a huge return on investment. Every major hospital, by the way, and we are going to talk about a couple things. We are going to talk about long form advertising, and these are 30 minute blocks that are cheap. Santa Barbara, California, I could buy 8:00 in the morning, next to the Today show, on Channel 8, for $35. That is really the secret.

Forget Randy Alvarez, forget 'The Wellness Hour', I would say cash in on your passion with a 30 minute program that you could air on local TV, Howard. This is my concept when I heard this, I didn't care about the production. When I heard I could buy a half hour cheap, that is how I got in the business. With you Howard, if you just got a tripod and you have got about ... Let's say you wanted to market the dental implant patients and you got the people in their 60s and 70s and you put them in your reception area.

Bad lightning, maybe tape it with your iPhone, even bad audio, and you talk about the options for dental wearers. Two snap in, snap out, four snap in, snap out, four fixed, four are to teeth on six implants, whatever. You can eat, you can chew, you can laugh. If you just aired that on TV, chances are you would get about 30 consults a month at a cost of about $400 a week. It is really an inexpensive way, and that is why the Mayo Clinic is doing it.

I am in San Diego, Sharp has their infomercial and ... The challenge is ... The reason why airtime is so cheap is because infomercials generally cost about $75,000. If you hire a director that has never directed an infomercial that has worked before, about $75,000. If you hire one that has done about three or four infomercials he has produced or directed, it is about $150,000. Again, this is a person with zero track record.

If you pay $500,000, then you get a director, like from Guthy-Renker, with a proven track record, so with a $500,000 entry level, guess what? Very few people have infomercials so the cable companies and the broadcast networks have all of this available airtime that is dirt cheap, so I tried to figure out a way, "How can I put together the least expensive program, a 30 minute program?" That is where I came up with 13/4. When I am done, it is about $12 an hour, but I came up with an inexpensive program that the entry level was low, it was a one time fee, and then they could pay as they go.

They want to air it once a week, once a month or never air it and that has been the model. Where I make my money is if you are successful airing my show, that is how I get paid, so for my own selfish reasons my goal is if you get stuck airing this forever, I make a 15% licensing fee, because we are an advertising agency. If you spend a $1000 a month, I make $150 a month. We are doing, currently, well over a million dollars a month in airtime, paid for by the doctors.

We are all over the US, all over Canada, so long form advertising is strong and I think that we still have another five years of long form for people to really cash in on this, whether you use me or do it on your own and we can tell you how to do it on your own. Content is the key here, there are two types of marketing.

By the way, obviously creating a unique experience and there is maximizing your patient share and then there is maximizing your market share. Today's discussion, by the way ... And you have to have your practice, your product, in line. A staged experience that is good for word of mouth that builds business and great recall and all of those things. I am not saying that that is not important, that is the key.

Second to that ... By the way, dentistry ... I read books, I feel like I am an advertising and marketing historian and dentistry is the only place I hear external marketing and internal marketing. They just call it advertising or they call it creating this unique experience or internal marketing. Marketing, for a working definition today, is really every bit of contact you have with a patient so advertising is also PR. It is public relations.

In fact, we call it education marketing because you could have the world's most boring talk on dental implants or smile design, put it on TV and, right now, chances are you are going to more than double your money every single month. It is really been a home run, but it has got to be based on results, results, results, results.

About improving your smile, about improving your charisma, etc. That is why, literally, the biggest names in dentistry use our show to attract new patients, whether it is Bill Dorman, ClearChoice, our newest, Pacific Dental Services, is going to launch this across the country. My typical client is really ...

Howard:

How is going to launch across the country?

Randy:

Pacific Dental Services. [crosstalk 00:17:23]

Howard:

... Thorne?

Randy:

I don't know, I don't know [crosstalk 00:17:27] or the president.

Howard:

The founder is Steve Thorne.

Randy:

Yeah, I don't know him, but I ...

Howard:

He is an amazing man, just call and meet him. His dad was a dentist and then he was sitting there thinking, "I am going to be dentist like my dad," and then he is looking at eight years of college and he says, "God, Dang, why do you have to go to dental school to run a dental office. By eight years out, I could have five offices." Now he has 500 offices and three Lear Jets. The guy is ... I keep making that point because dentists spend so much time doing the dentistry, they spend any time working on the business of dentistry like this.

Then if you look at the guy who has the most dental office, Rick Workman, who has 1,500 offices. He is a dentist, he hasn't touched a patient in 20 years. Another one is Rick Kushner, he hasn't touched a patient in 20 years. He is a dentist and he has 350 offices. When I ...

Randy:

Do they advertise, by the way, Howard?

Howard:

Do they advertise? Oh my God, they have advertising departments.

Randy:

There you go.

Howard:

That is the point that I am trying to make is that a dentist always thinks they are going to solve all of their problems by learning a new recipe on how do a crown, or an occlusion, or an implant and here is ClearChoice. They don't even teach their doctors how to place implants, they go find periodontists and oral surgeons who have already placed 10 thousand and just have them come in and pay them a percentage of the fee.

Most dentists that are spending all of their life learning how to place implants could have just had a higher return on investment if they had just found a periodontist, or oral surgeon, in the next town to come in one Friday a month and place all of their implants. It is tough because all of my requests for podcasts are going to be on a new recipe.

They want hear from endodontists, periodontists, paedodontists. They want to lean how to fix teeth because at the end of the day we are all dentists, so I am always trying to tease in guys, mastermind geniuses like yourself, to say, "Yeah, but if you do that all the time, somebody has got to work on the business." That is why I called you to talk today. [crosstalk 00:19:26] This is for the kids, a lot of these guys are young. Is there a difference between marketing and advertising, because you always hear marketing, advertising. Does one word get it all or is there a difference between marketing and advertising?

Randy:

Everything is marketing. It is every bit of contact that you have with a client, with a patient, is marketing. Advertising is more you are paying for advertising, so that working definition. Here is the other thing, I got to tell you, when you look at these big companies, guys spending $100,000 a month, or spending $30,000 a month. There is a guy in your neck of the woods spending $30,000 a month on Google search, doing very well.

Howard:

Is he a dentist?

Randy:

Yes.

Howard:

How the hell is that? [crosstalk 00:20:12]

Randy:

Winterholler.

Howard:

It is Winterholler, is that what you are saying?

Randy:

Yes.

Howard:

Now, he is an implant guru.

Randy:

Yes, that is what is focus is. Yes.

Howard:

He is paying $30,000 a month to build his implant practice and Gordon Wilson[crosstalk 00:20:30]

Randy:

... three million just from that, but Gordon Wilson, who ... I saw him at a lecture saying that my show, that he spends about $8,000 a month doing, brings in like $300,000 a month. He maybe exaggerating a bit.

Howard:

No, these are good guys. They are in my backyard, they have stellar reputations. You know what we ought to do, because what I really want to do is just ... I want to get it done, I want to get information that the dentist had. We should ... These guys are both my friends, you should call them up and tell them they can come by my home, I am in Ahwatukee. Me and Ryan, who is my tech guy and my son, can go to their office, but we ought to do you ... Put up yours and then follow up by Gordon and then Winterholler. It would be a wham, bam, tram, so they will get a big dose of this and maybe it will get some mind-share in their space. Do you want to do that?

Randy:

[crosstalk 00:21:24] I want to say some thing ...

Howard:

What do you think of that idea?

Randy:

I think it is great, but here is the key, this is what I want people to know. You could start small. These guys start small. $10 a day. For example, some of the guys I mentioned, $10 a day and then they got some results and then they went to, that is $300 a month, then they started going to $200 a day, and then $100 dollars a day. They paid as they go and that is my philosophy with advertising

That, number one, to quote Bill Dorfman, who we are on a project together with cosmetic dentistry, but Bill Dorfman said, "Look. Find something that works and do more of it." That is the key here. If you could find something that works, spend a little bit more, spend a little bit more and you have to have a marketing mix like anything else. Not everybody watches TV, I am fully aware, and that is why, as they say as Gretzky said, "Skate to where the puck is going."

Where the puck is going, when it comes to marketing, advertising, social media, etc., it is video on the web. Video is almost three dimensional, you fell like you get to know the person, so the next thing is, "what is my content going to be?" That is a separate issue because I see so many dentists in pursuit of trying to differentiate themselves. Their videos, they spend all of their time talking about how they are different.

Howard, I am recently single. If I go into a bar, or meet a woman on Match.com, and I tell her, "Hey, let me tell you how I am different than all the other guys." That makes me a slimeball, right? They will know you are different by the way you talk about it, how you talk about beauty and self-esteem and how a smile can open doors to a new relationship, or how it is communicate to the world. When you go to another country and you don't even speak the same language, it is a smile.

Ninety-five percent of who we are is covered by clothing and there is your smile right there. People will treat you differently and, in fact, people with poor smiles, they are discriminated against. You think they don't have the money, you think they are sad, you think they are depressed when, in fact, they just have smile issue. When you see a reversal in a smile, you see changes in the people, in life.

I tried to have dentists explain this to me on my show, that in life, when you don't like something about yourself it holds you back. Like with you, you don't have hair, right? My buddy, Gary Takacs who isn't, but for some people they could care less about their hair. For other guys, they are destroyed about their receding hairline, right? The message is, if you don't like your smile, if you don't like the gap between your front teeth, small things can make big changes in your life and that is the strong message.

My tip number one when you are putting video on the web, quit talking about you. Marketing is not about you, marketing is about them. I see these signs, and they are cute. I see these signs and I want to be positive about this by the way. These signs that say, "I love my dentist," you have seen those signs, Howard?

Howard:

Yep.

Randy:

Those are great, but I would rather, on social media, see, "I love my smile." Or "voted best smile in 10 counties," or something clever like that because it is less about the dentist and more about the result. It is a shift. When we look at ClearChoice, whether you like them or not, you know what their videos, if you Google ClearChoice commercials, ten seconds on how miserable ... This is the recipe, you ready for this? This isn't a trade secret, it is online.

Ten seconds, no more than ten seconds on how miserable their teeth were before, or their life, and the rest is about the three to five things that have improved in their life now that they have their smile back. That is a recipe for every person listening to this, or watching this, as far as, "How do I shoot the testimonial?" Tell the patient, spend eight, nine seconds on how bad things were, what you had done, and then talk about what is improved in your life. That is exciting to watch. That is what is going to differentiate you in the marketplace.

Howard:

Review that commercial, say this commercial, just say it.

Randy:

Okay. As far as the [crosstalk 00:25:29]

Howard:

... how bad it was, and then talk about ...

Randy:

Yeah, yeah. For example ... Just to give you an example, the client my say, "Before I, " He is a fireman, I just saw this commercial the other day, he is a fireman. "My teeth were bad, it was embarrassing. I couldn't even laugh at jokes. Now? Somebody tells a joke, I can laugh and I can tell stories, I can get up close and personal. My breath is great, I fell good and I didn't know what to do before and then I found ClearChoice." The point is that model is powerful. Quit talking about how great you are.

Look, dentists come on my show and they will want to talk about how they are different the whole time and they want talk dentistry the whole time. I will say, "Look, if I am trying to make you sound like every dentist in America, then let's talk about dentistry and preserving bone and building bone and bone, bone, bone, bone, bone, bone, bone. Or we can talk about eating and chewing and laughing and getting back what you used to have.

Like dental implants, it is the third set of teeth and you can imagine. I love this topic, I am speaking this weekend at the North American Society of Periodontics, I speak it every year. It is how to talk about implants at the emotional level and I think that videos on the web need to have that recipe. If I am trying to sell weight loss, by the way, and I do. Some of the most successful people in the weight loss business are my clients and I coach them.

I am a media coach to the show 'The Doctor's TV' with Drew Ordon, he is a plastic surgeon, but you have to talk about results. If I am trying to sell you weight loss, guess what? I am going to tell you, "Look, the obesity epidemic is bigger than ever. More an more kids are getting Type 2 Diabetes." It turns out that overweight people, they don't care about that. They care about, "Tell me how to lose weight. Tell me how to eliminate my cravings and then once I do, how I am going to feel."

The overweight person doesn't want to hear about the belly flopping over, that is why selling prevention is difficult and too many doctors are selling, or talking about dentistry, in a preventive way, rather than in a results driven way. That is what separates Vidal Sassoon. He didn't talk about hair or shampoo, he talked about how hair could make you feel better about yourself, how it could enhance your charisma, make you look taller, give you a stronger chin. That is what I spend all of my time doing and many people don't know that that is what I really ... What our productions are because I want to put their message on steroids.

I want to help them come up with a compelling message that is benefit based, based on what their patients are looking for. We want to create ... We do a good job, we create a need where one didn't exist before. If we do a good job, or you do a good job with the videos on your website, they are afraid to go to someone else. Look, marketing is not rocket science, but there is a science to it. Moving human beings to take action, there is a science to it. You have to stir their emotions and for all the reasons as to why somebody would want to improve the smile, they have their reasons, not my reasons.

Howard:

You said you are recently single, I have been recently single since 2010 so I finally tried to put a profile up on plentyoffish and they denied me. They said, "Dude, you are whale. Lose 50 pounds and come back." Some of the guys tell me, that I talked to about you getting ready for this, they said, "I wanted to do this, but I don't really have a unique selling proposition. I am not an implant doctor, I don't advertise for implants, I don't place them. I don't like doing dentures. I am not really a cosmetic dentist."

What if I am just your 80 percentile family practice that sees kids, adults, grandmas and we just have cleanings, exams, X-rays, fillings and crowns? How does this really work if you are just the typical family physician dentist?

Randy:

Well, if you don't feel like what you are doing is unique, it is probably not a good idea to do a 30 minute program and put it on TV, but advertising allows people ... It is like I was talking to Gary Takacs this morning. You know who Gary Takacs is, right?

Howard:

Yeah, he lives in my backyard, he is the ... Whenever I can't lecture, he is my go-to man. He has helped me get out of a bind twice. First time I ran a marathon, I couldn't walk the next day, so I called Gary and he drove over and did the study club. He is a great guy.

Randy:

Well, one of the things he mentioned this morning, because he is going to do another program with me, is they had record year at his Life Smiles office, but he says, "There is a lot of people that we can help that don't even know about us," so he wants to do, as he called it, external marketing and he wanted to use this non-salesy platform to get the message out there.

To answer your question, what about the general dentist, the fact of the matter is we know one thing and I think this is why my dental shows work better than my plastic surgery shows, my diabetes shows, my cancer center shows, because people don't like to go to the dentist. People are afraid of the dentist. It is like doing your taxes, it is not something you want ... It is worse than doing your taxes. IF you go on the program, just talking about cleaning and flossing and if they like you, I always like to think that my show is a lot about nothing. That in the privacy of their own home, they are watching you either on their computer or their TV and they will go, and they will say they are watching you Howard, "I like this guy," or, "I can't stand this guy."

The only people that respond to these programs, if you are a general dentist, are people that like you and, as we know statistically, most people don't go to a dentist. See, dentists have been hanging out with themselves, they think we all know a dentist, well they don't. That is why long form is nice for TV and these three to five minute short clips are nice because it gives ... It lowers their fears and by contrast, if you talk about dentistry in the right way, by contrast, it makes you look better and that is one of the weapons of influence is contrast principle, that it makes you look better and smarter and sharper and friendlier than you really are.

Howard:

[crosstalk 00:31:52] Takacs' dental office? What is their ...

Randy:

I think it is called Life Smiles.

Howard:

It is called Life Smiles? WWW.lifesmiles.com? Now, is Gary [crosstalk 00:32:00] going to do the infomercial office or are you going to have the dentists do it?

Randy:

Yeah, I am going to interview Dr. Nielson.

Howard:

Dr. Nielson?

Randy:

Yeah.

Howard:

In answering my question, their office isn't really a niche, it is not really an implant practice or, like our buddy Gordon Wilson who is really a LANAP laser periodontist, or affordable dentist. Is it going to be more of a ...

Randy:

It will be more of a general dentistry show. How small improvements made to your smile could make a big difference in how you feel about yourself and what is new in dentistry, whether it is same day dentistry, or CEREC dentistry, with digital, getting rid of your metal amalgam fillings, etc, that it doesn't have to be sizzling hot or exciting because 30 minute blocks are so cheap at $200 a half an hour in Arizona.

Howard, if I met you two years ago, and you just did your show once a week, by the way, there is also $100 airtime in Arizona, but if you just aired it once a week for $100, chances are when the need came and their tooth is hurt, cracked a tooth, or whatever happened, they are going, "Who is that guy I always see? I like that guy." People, as Mary Kay said, they are more likely to do business with somebody that they know over somebody they don't know and how nice they look. Everybody is trying to differentiate themselves, and as Sam Walton said, he said, "Go where they are not." Very few people are on TV on a 30 minute program talking about this, so you are going where they are not. It makes you stand out.

Howard:

What are the buzzwords? You talk about same day crowns, I always make the joke and when I say this I have a CERAC machine and I have had a CERAC machine before anybody lecturing on it had one. Hell, I had one in 1981, I think, then I had the CERAC 1, I have have had CERAC 2, I have had a CERAC more years than a lot of the dentists even buy one.

I always say that, talking cheap to the fact that if I tell 100 people they need a crown, asking for it in the same day will be the dead last question. Over half of the questions are going to be, "How much does it cost? Will my insurance pay? Can I make payments? I don't get paid until Friday." Half will be financed, then it switches over to fear.

"Am I going to get a shot, is it going to hurt, can you knock me out, can you give me laughing gas?" Maybe once, maybe twice a month, some busy guy like you will come in and say, "Is there anyway I can get in?" My question to you is what are the big buzzword for the consumer? We are dentists, we overthink, we see it as ... There is cosmetic dentistry, there is implants, there is "Can you put me to sleep", there is same day dentures, same day crowns. What are the big buzzwords that 330 million Americans think about that are more for people and not dentists?

Randy:

Well, since we know one thing, we know they don't like going to the dentist. If they could make minimal trips, not have to be referred out to many different offices or specialists, if they could do everything under one roof, that is more of a lure, that is more of a seduction to lower the barrier to have them come in. You are right, same day crowns ... Could you imagine if everybody ... I know that the guy, [Joyle 00:35:07], I see him on TV, he is doing a great job. He is excellent on TV talking about the same day dentistry, CERAC, same day dentistry, and there is going to be a lot of people that, whether you are a high roller or a low roller, that want to minimize your trip to the dentist.

That is a way to get them in the door. Of course, once they are there that is a different story. I think the big buzz is this. Remember what we are trying to do, with any of your advertising, or any of your videos, you are trying give people a reason to do this. Let me quote a guy that sold $130 million worth of mops on TV. Have you heard of OxyClean, Howard?

Howard:

Yes!

Randy:

Okay. Well, the guy that invented that, and he died, but ...

Howard:

They found cocaine in his blood, didn't they, when he died?

Randy:

I don't know about that? He was hanging out with Gary Takacs, I know that.

Howard:

The Shamu guy. Yeah, I think the newspaper said he did.

Randy:

I think he did. I think he had some issues and some heart issues, but the point is, I was listening to him talk and he said, he goes, and he was selling mops. He said, "We are the ... We caused a problem where one didn't exist before with our advertising." He said, "That morning," it was a woman demographic, I love this story, "they woke up, they had a mop," he was selling mops, "their mop was fine. They could care less about their mop, they weren't thinking about their mop." He said, "Then they stumbled onto our infomercial."

He goes, "Then we showed all the nice and fun things you could do with our mop. Make cleaning fun." He said by the end of the infomercial, these women looked at their mop like, "This is the biggest piece of junk in the world," and they are going, "I need this mop! It is going to make my life better." They weren't physically saying that but that is how they felt, and they bought the mops. $130 million worth and that is how it is with a well done video on your show. You can create a need where one didn't exist before with techniques.

By letting them know you understand their feels, you understand what they are going through and then in one afternoon, their whole life can be transformed. Talk about a buzzword out there, the fact of the matter is in one afternoon, it may be seven different trips, but in one afternoon when it is all done, your life is changed. In fact, they look in the mirror and that day, with the tears, they realize one thing. It is the first day of the rest of their life.

By the way, talk about buzzwords, that is a way to talk about this in a way that nobody is talking about it. Very few, except for like Bill Dorfman and a handful of guys. That is why when I hear things like oral health being talked to a patient, here is the truth, because you are a dentist right? We don't call it oral health, nobody calls it oral health! They call it clean teeth, healthy gums. They don't call it oral health.

It is like if I want, I don't speak Spanish, but if I was speaking Spanish and you didn't, it would be hard to understand me. If you are going to use dental language like oral health or aesthetic zone, these are the things that are going over the patients' head. You have to go back to the basics and that is why this is big topic, I talked for days on this topic about how to deliver a message that is tailored to the patient and impossible to refuse and that is another topic.

That is why before I create any kind of an advertisement, and this is the key to the whole thing. Have you ever heard this, Howard, where somebody says, "I am bad for TV." Or they will tell you, "Howard, I am terrible. It took them two hours just to get two minutes from me." Have you ever heard that before?

Howard:

Mm-hmm (affirmative)

Randy:

Here is why, and Martin Scorsese said this on an interview. "To be a good director, you have to know the lines better than the actor you are directing. You have to know the motivation better than the actor." What happens when you hire a high-end crew that they are experts on lighting, they make you look good, but they don't know your lines, they don't know what you are trying to achieve, they are not going to give you good advice.

With me, I know your lines because for 16 years I have been hearing what patients ask, what their fears are, what their hesitations are, what drives them, what motivates them so, as a director, I have a bit of leverage and that is the kind of secret sauce to this whole thing. When a client comes to me, I am going to help them deliver their message based on them, but when they fall apart and choke here, very quickly, I am going to adjust it and let them know what they wanted to say based on all the pre-production meetings and dress rehearsal meetings.

Literally, I do a nine video package, a total infomercial, eight other videos, in 45 minutes. That is it. You are in my studio for three hours because we talk about other things, but it is 45 minutes and I shoot it like a movie. I don't just shoot a bunch of stuff and clip it together later, I look at everything as a scene. Until we have nailed one scene with my four cameras, we don't go to the next. That is the basics of how it works, so if you are going to hire somebody to produce your videos, you better make sure that they understand what your patients want.

If they are a denture wearer, what are the problems with wearing a denture and, also, what do they want out of life. Do they want no more adhesive, do they want more confidence, do they want to start kissing again, do they want to touch the roof of their mouth with wine? You have to secure all of those emotions and I think too many people have videos produced by people who don't get it. That is why I think you need to hire somebody who has a proven track record and understands your demographic.

Howard:

My mom told me not to do your show because she told me I have a face for radio. She said, "You don't want to sit next to that good looking, handsome guy." Hey, I want to ask you if you would do me a favor. You know you are going to lecture to the Periodontist Association?

Randy:

Yes.

Howard:

They are having a lot of internal struggles because periodontal gum surgery has really moved the implantology and they just had a big vote where they want to change their name from the American Periodontist Association to American Periodontist and Implant Association and it was a tie-breaker. It was like 49-51 and you are an outside, non-emotional, you are not a periodontist. Your presentation, you need to open up with that debate because you have been doing this, what did you say, 16 years?

Randy:

Yeah, 16 years.

Howard:

You have been doing this 16 years so you need to go in that and realize half your audience wants to leave it as periodontist, half of it wants to be implantologist and the young ones want to go implantologist and the old guys are, "I have always been a periodontist." You should really address that, that would be a great insight.

As far as the oral health, it is kind of funny. The United Kingdom changed it from oral cancer to mouth cancer because if you get on Google and type in 'oral' anything you are going to pull up about 50 million porn sites and you will never get ... I am serious, that is why they did it. You are never going to get to oral cancer, you are going to get a thousand porn sites.

Randy:

There comes a time where you do say oral health face to face, but I wouldn't make it a big part of what you are doing because it is not the language we speak. I know men, when we are out we are hanging out, right? For the women that are listening, we don't talk about oral health, we say, "Yeah, I got to go in there and see the dentist."

Howard:

I just want to ask you more consumer stuff because I think a lot of the dentists think they are patient focused, but they are not really, they are dentist focused.

Randy:

Yeah.

Howard:

For all the women in the United States, what percent get their teeth cleaned because they want whiter, brighter, sexier teeth and what percent get their teeth cleaned because they don't want to get cavities and gum disease and be a dentialist when they are a grandma?

Randy:

That is a good question. I don't have the answer[crosstalk 00:43:04]

Howard:

What would your gut tell you?

Randy:

My gut would tell me that people want the whiter, brighter teeth and the side effect ... The bonus is the fact that they are going to get healthy and they are going to feel good and they are going to have fresh breath and those type of things. What are the facts?

Howard:

Well, in my clinic, in my dental office, Today's Dental, I would tell boys in high school to brush their teeth and they wouldn't even make eye contact. Flossing, you might as well just ... You hand them floss and they think it is broken yo-yo. They don't even know what it is. Then you start telling them when they are freshmen in high school, I will just take off my mask and say, "Buddy, I am wearing a mask and I can smell your bad breath. I swear to God you talk to any girl in high school she is going to run away and say, 'that guy has got stinky breath' and she is never going to talk to you again. If you don't start brushing and flossing your teeth before you go to high school, you are never going to date a girl and you are going to end up a Catholic priest one day because you don't floss your teeth.' Their eyes get huge.

Randy:

I agree. That is powerful and that is a strong presentation. That is powerful, they could relate to that. You didn't have to worry about being professional, you told the truth. That is called truth in selling. It is like the hygienist that is saying the numbers, '4, 5, 6, 5', whatever, but they don't really tell the ... Oftentimes they don't tell the patient what is really going on.

Howard:

I think more boys and girls would brush and floss, and you can tell adults, "Dude, you don't want to be the guy at work that everybody says in the bathroom, 'I hate it when he comes to my desk and talks. I can smell his freaking gum disease and his decay in my cubical." You don't want to be the guy at work where everybody is like, "Oh, my God. He has got bad breath."

Don't be that guy. Don't have bad breath dude and you have got bad breath because you got cavities, gum disease, you don't brush, you don't floss and looking at your chart, you haven't been in here three years for a cleaning. You got four cavities, I told you about three years ago and I know if I went to your job, everyone would tell me 'Look out for the guy with bad breath."

Randy:

By the way, that is the video to put on the website.

Howard:

Yeah, maybe we should do this.

Randy:

Be less professional, is what I am saying. Be a real person like that. Now that was real and that is compelling. You play that to a high school class and these guys in are in there.

Howard:

All these ... I love that train by the way. I grew up in Kansas, I grew up in Wichita, Kansas and my grandma's house in Parsons, Kansas was literally 100 feet a railroad track. I love the sound of trains.

Randy:

I leave that train out of our marketing material because we have to stop all the time when we are taping.

Howard:

Actually, I am in Phoenix, which is on I-10, and most people haven't really thought about I-10 a lot, but I-10 goes from LA to Phoenix, to Tucson, to El Paso, to Houston, all the way to the West Coast, so your choice is either a boat drops off the stuff and puts it all on trains and moves it to the other side. Or you have to sail two weeks down the Panama Canal, pay $140,000 to cross and then sail back up. The train by my house is on steroids.

When I climb up some of these mountain tops, you look at these trains and they are miles long, just non-stop double-deckers cutting up and down I-10. A lot of dentists are sitting there thinking the bottom line is search engine optimization, they want their website to show. If someone goes in there and types in 'Oklahoma City Dentist' and there is 500 dentists in the metro, they really want theirs on page one.

If I shoot these 30 minute infomercial, eight short one to five minutes and I put these videos on my website, does that help my search engine optimization, as opposed to the guy across the street who bought his website in a can five years ago at a convention and hasn't updated it with a blog or anything new in five years?

Randy:

Yes. The answer is yes, if you do it right. I have been putting videos on the web since you could put videos on the web, so I have learned a few things over the years. The thing is, for search engine optimization, you could use these videos by the way. Let's suppose we do a five minute interview about single tooth implant. I am just going to use single tooth implant and why it might be a better idea over a traditional bridge.

Now, if you put that on YouTube, you promote it through Google AdWords at $10 a day, you are going to get, and this is really the number, 20,000 view on a $10 a day budget on YouTube. What is that going to do? It adds credibility. If you are Google searching a video and let's say you have it on single tooth implant, one has 800 views, one has 50 views and one has 28,000 views. It turns out, according to Google, not my hunch, that Google says that people are more likely to click on the one with the most views, so it has more power and more credibility and it will organically go to the top, or closer to the top, of the search engines.

This is a big topic too because you can either, as they say, write creative content, trick the search engines into finding your site, or you could go directly to Google inexpensively and ask Google, "Hey, Google," by the way you can call their 866 number, Google AdWords, you ask them, "I am in Arizona, I am in Scottsdale. How are people searching for dentists here?" Don't leave it based on your gut feeling, ask them. You know what? They will tell you.

You do your search engine optimization based on what they tell you, not based on your hunch or what you read in an article. It is really that simple. Look, just like in dentistry, the most successful plastic surgeon in the country, highest paid guy in the world, Grant Stevens, is my client and I get to pick his brain. "What are you doing for Google search? How are you handling objections, who are you handling the phones, how are you handling price, etc."

There is a common theme throughout and they all almost unanimously, just like the big guys, are doing Google AdWords and they are doing YouTube videos and they are doing more and more videos every single day. A video can hurt you, by the way. Bad content can hurt you. You mentioned something I want to address.

Most people will tell me, and I mean most, "Randy, I am not a handsome guy," or they will say, "I have a face for radio," or whatever. The fact of the matter is that attractiveness, especially on programs like this, especially when you are trying to sell something, there is an expression, 'never get caught selling.' It seems that the more unattractive the person, the better they do on my show.

Like Larry King, number one talk show host in the world. He will never win a beauty contest, Larry King, right? The list goes on and on because it is content, the reason why ... Look at Oprah when she first came along. Overweight African-American woman. Now she is beautiful, she is Oprah, because of her message.

Sometimes if you have a good looking guy that comes on my show and he is flawless and his eyebrows are perfect, he comes on. He may turn off a lot of the women, he may turn off a lot of the guys like, "Oh yeah. I know guys like that." You get a regular looking guy with a power video and content that can smile and talk, you got a winning formula.

Howard:

That is amazing. I have only got you for ten minutes or less, and this is amazing. What does Henry Schein have you do? [crosstalk 00:50:34]

Randy:

I am on their list of services, is what it is. In their surgical division, 38 of their reps ... I am on their big giant list of services.

Howard:

You did their CEO, Stan Bergman, didn't you?

Randy:

I did not, no.

Howard:

Oh, you didn't do that? Oh, I thought I saw something. What is your relationship with Nobel BioCare?

Randy:

Nobel has been big for me, very big. About nine years ago, some of my clients were Nobel clients, they heard about it, so, basically, if you order, I think it is, $25,000 worth of dental implants, they cut me a check for the entire production and they have done that over 200 times. They have been very good to me, I don't have a contract with them. I have an agreement, though, that I am going to give them ... I give them a few bonus clips for doing that, but that is what Nobel does because they sell more implants. [crosstalk 00:51:24] What is that?

Howard:

How long have you been doing that with Nobel?

Randy:

Probably eight or nine years.

Howard:

How long ago did they get bought by Danaher, wasn't that just last year?

Randy:

I think it was and I don't have the inside scoop with Nobel, but I can tell you that I am still on their practice perks.

Howard:

That didn't change anything when you got bought by ...

Randy:

It has not. Not yet, but, more and more now, companies, implant companies even the mini implant guys, Todd Shatkin, who is the biggest name in mini implants, probably sends me two people a week and I am trying to ... You know, mini implants can be small diameter, very controversial and then by oral surgeon buddies and by periodontists wanted to disown me.

Howard:

It is a shame that it is controversial because what it comes down to is market segmentation. A mini implant is anything 3 millimeter diameter or less, but what you have here is these oral surgeons and Grandma who has got dentures and she is miserable and the oral surgeon, or periodontist, recommends six implants on lower, six on the upper. All on four is $25,000 an arch, so they always present this amazing Mercedes-Benz, Porche, and I get it.

What they don't realize that on a planet with 7 billion people, 3 billion may live on $3 a day and in America, half of this country does not have $50,000 to improve their dentures so when someone like Todd Shatkin comes along and says, "Well, we have ... We can do a Mercedes-Benz, everyone of the implant guys can do a Mercedes-Benz, but we have got a Chevy and we are going to place some minis and we are going to do something low cost.

That is how I present it. I don't like to present, "We are going to do implants or nothing," because then half of the people say nothing. I will say, "Here is what we can do. We can place two implants and a snap-on, $5,000. We can place four implants and a bar and that is $10,000. Or we can place 6 implants and a bridge that won't even come out of your mouth and that is $25,000. Do you want to do 5, 10 or 25? What is your budget? [crosstalk 00:53:20]

Randy:

I like that, by the way. [crosstalk 00:53:22]

Howard:

Those guys that bad mouth the dentist treating the poor, when I come from a family ... My mom and dad were Catholic, they had seven kids in three days and we were so poor, we didn't know we were poor until we were about 10. It took me 10 years to figure out, "Damn, we don't have anything." I didn't even know what a ... I can go on for hours, but the bottom line is anybody knocking dentists treating the poor just isn't my friend.

I think business should be about making everything faster, easier, higher quality, lower cost and if you can't introduce market segmentation ... Look at Chevy, they got a little more money than Pontiac, little more than Olds, little more money than Buick, little more than Cadillac, that is how business should be done.

Randy:

I cannot agree more. We have an online training program, Alvarez U, and I discuss that. Some people could call it 'good, better best' some people could say give them an alternative choice of a couple of option to just take care of their immediate needs, but I agree. I think the guys, they don't pooh-pooh the mini implants, they don't get it. They don't believe it works because they don't see it in their practices.

Just like consultants will bad mouth what we do. "Oh I don't know. Infomercials don't work." Or, "You can't get 5 to 1, or 10 to 1, or 20 to 1." I know that they are honestly, in their heart of hearts, they believe that because they don't see it just like I started with an integrative medicine practice and we were reversing Type 2 Diabetes every single day just with food, but an endocrinologist from Mayo said, "That can't be done,' because the endocrinologist from the Mayo Clinic at the time, in 2005, never saw it in their practice. Now it has turned out to be true.

The same thing with marketing that, "Look, it is typical." Like Todd Shatkin, sent out an email, made and announcement. He did $475,000 in mini implants and spent $3,500 with me to do it. People don't believe it. I am hiring new salespeople and I said, "We are in a business, we are a leader in what we do, but we are in a business where people just don't believe it. They don't believe it."

If they call my references, and I could give you 100 people that have been on and using my show for more than 10 years, but it is messaging. If I didn't have a ... I don't consider myself a TV guy, I consider myself a marketing guy, and I know we are out of time, but if you are going to put video on the web, it is not about you, it is about them. Talk about results, results, results.

Oral cancer, you mentioned it earlier, it is a scary thing. People don't want to hear about it. It is like, "Oh, Geez. Now they are going to do an oral cancer on me? Scan? Oh, God. I don't want to know." You know the type, right? I think some of the things that you probably have mentioned in person, rather than in an ad.

Howard:

I am howard@Dentaltown.com. The man who does all the technical and puts this together is my son Ryan over here, ryan@dentaltown.com. Why don't we sit there and do a series? Why don't you, when you are done, have Gordon Wilson, Todd Shatkin, Bill Dorfman, Winterholler. Who was the other one you said? Oh, Gary Takacs. Who was your other client?

Randy:

Well, Gary is not using it yet, but I have hundreds of guys. I have Pete [Coast 00:56:28] These are legends [crosstalk 00:56:29]

Howard:

Oh my God. Pete [Coast 00:56:31] is amazing. Oh, my God, he is amazing. I podcast interviewed him in New York City. If you got an email of his, send him an email and any of them that you can round up over the next week or so, and we will start with you and then we will go back to back, talking about how they took it to their clinic, because I know what my homies are thinking.

I know how they work and they are going to want to hear ... Dentists believe dentists the most ad we see it in all the research. [crosstalk 00:56:58] tells you something about any dental company tells you something, 90% of dentists will swallow it hook, line and sinker, but most of them, 91%, 92%, say, "No, I want to hear it from another dentist, I want to hear it from [crosstalk 00:57:11]

Randy:

Yeah, I will arrange this forum to do this, but it is really ... Not only do we know that it works, but how it is presenting, like Gordon Wilson, I am just going to mention. Gum disease, not sexy to talk about. He is not talking about inflammation, he is not talking about preventing Type 2 Diabetes or inflammation markers, he is talking about no more bleeding gums, no more bad breath, no more loose teeth, no more flaring teeth. He is talking about the benefits, not all of the systemic problems associated with this bacteria infection and it is that shift in presentation is why he is successful. Not because of Randy Alvarez or the infomercial that he did.

Yeah, if they email me, they can go to randy@wellnesshour.com, I will send them a list of names and numbers of these doctors, if they call them and I would love to do a discussion with guys that are using my show, doing well over a million dollars a year doing it and regular guys because a lot of people say, "Oh, well Pete [Coast 00:58:11] or Bill Dorfman."

My most successful clients are just guys you never heard of, just regular guys that are in a regular, sleepy towns across Americans that aren't dynamos, they are not like Bill Dorfman, or David Hornbrook, they are just regular guys who said, "Randy, I never have advertised in my life, I don't like it," but it is the Google [crosstalk 00:58:35]

Howard:

That is the funniest thing, because if you go to ... You know, I was at MBA school and we spent a lot of time looking at business or sales, and I have been in dentistry for 28 years. Every time I meet a dentist doing a million bucks, taking home $350, they are always in a nowhere town in middle America.

They are not in any town you have ever heard of and when you go for business brokers ... Any time you want to buy a business where they do $3 million in sales and they take home a million, it is some town of 5 or 10 thousand out in the middle of Bumblebutt, Midwest and just the backbone of our economy is just these rural small towns. That is what you are saying, that if you are that guy out there [crosstalk 00:59:14]

Randy:

Yeah, I mean Montana's $8 per half hour. Brewer Dental, he says they are a $18 million practice with 15 dentists. They are one of my clients, but the bigger the market, you just know that there is more competition, there is just more people advertising and the nice thing is very few people have infomercials, so this is one of those unique ways to stand out.

Howard:

Again, when we started this show, is that these bigger markets have upgraded their technology so they can break up this market. You can break up the Phoenix market. I can advertise on people.

Randy:

You can, yes.

Howard:

Like a smaller area?

Randy:

An infomercial, generally, blankets a one hour, two hour radius, whereas 30 second spots you can go zip codes and smaller, but the answer is [crosstalk 00:59:57]

Howard:

The long commercial is not broken up.

Randy:

... is usually a big area and all that matters is that you it everybody in your neighborhood, or within 10, 15 minutes and consider yourself lucky to get the people that drive and hour and a half, two hours.

Howard:

I just want to say one thing, that when you go through these top things, fear, people want to be put to sleep, you can bring in a dental anesthesiologist, that is a whole lot easier than going through DOCS and learning yourself. You want to market implants, look at ClearChoice. My genius buddy Don Miloni, he is not placing all these implants. You can find a periodontist or oral surgeon in the next town over to put them in.

Randy:

I agree with what you are saying, like Tony Feck. You know Tony Feck, right? You mentioned DOCS.

Howard:

Mm-hmm (affirmative)

Randy:

You know who Tony Feck is, he was top for ... Anyway, he is one of these guys that started off slow with me and now ... He would be a great guy to be on the show, but he does about 30 to 50 to 1 return on his business. Hardly spends any money because he is on the road lecturing. My typical client, they don't want to work more, they want to work less, but they want to do more of the bigger cases. If you are a general dentist just doing bread and butter dentistry, then we have to tailor the show based on that

Howard:

Well, send me each of these guys an individual email. Humans, if you send a group email, everyone else thinking someone else is wrong. Send individual emails like Tony Feck and c.c. howard@dentaltown.com and ryan@dentaltown.com. I think if we had some blood and guts dentists following up this podcast, if we had ...

Randy:

Oh, they will do it.

Howard:

Yeah, just send them my way[crosstalk 01:01:22]

Randy:

... I will just call them and they will just do it.

Howard:

Okay, well ... Hey, dude ... Gosh, thank you so much for spending an hour with me. Like I say, you can tell everybody that you are the only person person that sloppy Howard put a tie on for because I knew you were going to be so handsome and charming and all pretty with hair so I put on a tie so I wouldn't stand out and be too much of a freak.

Randy:

Well, Howard, I want to invite you at no charge to come into my studio. Let me just interview you about something. You are close, you are about a 50 minute trip?

Howard:

Yeah, one Southwest ... I am just one drink away, one free drink away from ... I always give the Southwest the ... You only have to pay like $10 or $15 and you get the first board ... It is their first class version, which is nice, because when you go through the TSA, you can go to the first class deal on Southwest. That is a little unknown thing. Yeah, you are an hour away and my ... Anyway, you said come down there?

Randy:

Yes, I would love to see you in here.

Howard:

Carlsbad, isn't that where Sally Mackenzie is?

Randy:

I don't know who that is.

Howard:

Sally Mackenzie, she was the big name consultant when I got there. It was Sally Mackenzie, Jennifer St. George and Linda Miles. She is a legend and she is out there in Carlsbad.

Randy:

Yeah, because I don't go to a lot of dental conferences. I do more medical, as far as the conference side, so I don't know a lot of these names. Yeah, I have heard those names and those [crosstalk 01:02:47]

Howard:

Yeah, have your team send me an email of what we could do for my ... At the end of the day, my heart and soul is my dental office, todaysdental.com. Dentaltown is a side thing I do for fun, but I am a dentist. I am still ... I would cry if I never ... Yesterday I did two root canals, back to back, on one little scared 30 year girl and that is the most fulfilling thing. todaysdental.com, it is in Phoenix, 85044. Have your people send me a deal with what that would all be.

Randy:

Howard, can I go on Dentaltown by the way? As a non-dentist, am I allowed to go on Dentaltown?

Howard:

Absolutely, and the reason [crosstalk 01:03:22]

Randy:

I have been warned, by the way, that they are going to attack me.

Howard:

No, no, no, no.

Randy:

That they are going to give me a hard time.

Howard:

Well, you know, some things are hard to change and back in the day the number one mistake I did on Dentaltown, and we started that back in 1998, I said, "We are all adults, we are all dentists, I am not going to regulate anybody." I didn't understand cyber-bullying. People kept telling me, "This guy is a sociopath, he is ruining the deal."

Finally ... Howard Goldstein is a 60 year old dentist out in Bethlehem and he has been telling me. Finally, about six years ago I convinced him to sell his practice and just be a full time moderator and our five programmers put on there 'report abuse' and we just started banning someone like [crosstalk 01:04:03] just banned for life.

That was five years ago, we cleaned up. If you can't say something ... The model is this, lot of dentists say, "Well, I have freedom of speech." That is between you and your Constitution. You have freedom of speech with your government, but Dentaltown is private property, you do not have the freedom. If you think you can come in my house and start rattling off bad stuff, I have freedom to shoot you dead. Okay? I tell them, "Dentaltown" ...

The reason I called it Dentaltown is because a lot of vendors started coming on and they said "Hey, these guys are selling something!" I said, "Well, what are you? A volunteer? What do you do? Free dentistry in Parsons, Kansas? I am pretty sure you charge money." I looked at the dental industry and if I closed down about 500 companies, I can't be an awesome dentist and I knew those dental companies need to be on there because if all the dentists are saying, "Randy makes everything red and it would be so nice if it was blue," Randy Alvarez needs to know that.

We all need to work together. There is 2 million dentists on the planet Earth and the there is about 5,000 dental companies and I cannot live without about 500 of them and I want those guys to be on the site so if that all the dentists say, "Your stuff is too thick, it needs to be thin." Your implant is too narrow, it needs to be fat and short and wide," they all need to know that and all of the [crosstalk 01:05:19] CEOs ...

You know what the sharpest CEOs do? You take 3M, you take Dan Fischer of Ultradent, every year they fly like a dozen of the most posting Townies to their headquarters because they want to make sure they know these people and that these people know their product. Yeah, it is Dentaltown. I owned DentistTown, I did in the beginning, I don't even know what that is anymore, but it is Dentaltown because guys like you need to come in there.

In fact, I think you should do an online CE course. We put up 350 courses, they have been viewed over half a million times.

Randy:

Wow.

Howard:

You should put up ... Yeah, I got that idea because I am in Phoenix and I have Phoenix University, University of Phoenix online and I saw that thing exploding. Back in the day, I think I started in 1994, we just started doing online CE courses and it is beyond huge. I think you should just do a generic course on marketing and advertising and tell them about what you know, they will figure out what you do and tell them about how it is moving to video and how all this stuff works [crosstalk 01:06:26] and give them an hour.

Randy:

... talking about the art of human influence, because we are talking about motivating human beings to take action, whether it is in video, or face to face, or whether it is on TV. I would love to do it.

Howard:

What I love also about online CE is, seriously, is that there is about 20 countries where all the dentists and patients are like us and then there is big swaths of Africa, Asia, Latin America where they don't have access to all of this CE. My online CE ... I have walked into dental schools where the Dean, once she figured out it was me, just burst out bawling and holds me and hugs me and everything because all of their dental books are like 20 years old and they are in Mandarin Chinese or French and I walked in dental schools in Tanzania, Ethiopia, Kathmandu and they are all on Dentaltown and these 350 courses.

Like Pete [Coast 01:07:19], I don't give a shit about you educating American dentists to be a little bit better at implantology, you are starting from scratch in hundreds of countries. A dentist in the Congo has no access to anything if it is not on YouTube, or if it is not free and Dentaltown ... When we put the Dentaltown app on smartphone, 40,000 dentists from all around the world downloaded it and they are sitting there on their Samsung in Africa learning how to do fillings, crowns and root canals and, being an Irish boy, it makes me think of St. Patrick who is associated with the three leaf clover, that was his prop, to teach the Trinity. The Father, the Son and the Holy Ghost.

Now the Shamrock is the smartphone and you will be teaching how to advertise because, go back to Africa. Look at Africa, when HIV was out of control, how did they stop it? Not with a vaccine, not with a cure, it was advertising.

Randy:

Yes.

Howard:

They bought the airwaves, the radios, the billboards and they went all out assault and then what did they do? They literally crushed their HIV rate and now it is completely plummeting every single day. Then in those same countries it is against the law for a dentist to advertise. You are talking to dentists that don't even think that this should be legal, yet this is the [crosstalk 01:08:36] that is how you controlled HIV, with billboards, radio and TV.

You didn't do it with Merck and Pfizer and Eli Lilly and Johnson & Johnson or Harvard, you did it through advertising. Guys like you prevent more disease than the doctors, that is why I want to get your message out.

Randy:

I want to thank you about ... Howard, I am about 4% on my computer and we don't have an extension cord long enough from the news desk.

Howard:

Okay, well, we are about 8 minutes over time. Okay.

Randy:

Well, I want to thank you and if anybody wants to contact me directly, just go to wellnesscenter.com and email me, they all go to me and thanks for coming on the program and I am going to call those other guys and we will get a group discussion. Not so much about why do the wellness hour, but the power of advertising and how it has helped them in their practice.

Howard:

All right dude, you are an awesome dude. Thanks for your time.