Dentistry Uncensored with Howard Farran
Dentistry Uncensored with Howard Farran
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957 Reputation Management with Matt Prados, Founder of Review Wave : Dentistry Uncensored with Howard Farran

957 Reputation Management with Matt Prados, Founder of Review Wave : Dentistry Uncensored with Howard Farran

2/24/2018 9:26:25 AM   |   Comments: 0   |   Views: 367

957 Reputation Management with Matt Prados, Founder of Review Wave : Dentistry Uncensored with Howard Farran

Matt Prados is the founder of Review Wave, an online reputation management software that integrates with Dentrix, Eaglesoft, Open Dental, Planet DDS, PracticeWorks, Curve Dental, and more to fully automate all aspects of online reputation for dentists.

VIDEO - DUwHF #957 - Matt Prados

AUDIO - DUwHF #957 - Matt Prados

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957 Reputation Management with Matt Prados, Founder of Review Wave : Dentistry Uncensored with Howard Farran

Howard: It is just a huge honor for me today to be podcast interviewing Matt Prados, the founder of He is an online reputation management software expert that has software that integrates with Dentrix, Eaglesoft, Open Dental, Planet DDS, Practice Works, Curve Dental, and more to fully automate all aspects of online reputation for dentistry. And he's sitting here today in San Juan Capistrano, California, which is so ironic because today that's a big Catholic Mission out there. And today is actually February 9th, which is the feast day of the Saint Apolonia who had all of her teeth knocked out by a violent mob. Were you aware that dentistry had a Patron Saint?

Matt: Nope, I was not.

Howard: I went to Catholic school. I went to Catholic College, Cretan. My two older sisters went straight into the Catholic nunnery straight out of high school. They asked her to denounce Jesus and she wouldn't so they pulled a tooth and they said now denounce him and she wouldn't, so they pulled another tooth. And long story short, she wouldn't denounce Him, they pulled all of her teeth so, of course, that's why she's the Patron Saint of dentistry. So how did you get into dentistry? 

Matt: So for the last ten years I've been working with dentists, chiropractors, doctors, through internet marketing, and I just really enjoyed working with dentists and chiropractors specifically, so it was kind of our focus and we helped hundreds and hundreds of guys with websites, SEO, and all that good stuff. But I really wanted to have a bigger impact on the world and help thousands versus hundreds and so we made the shift into software and that's how we ended up here today.

Howard: Well, it's interesting you said you've worked for years, decades with dentists, chiropractors, and physicians, but you like dentists and chiropractors. That's because dentists, chiropractors, and vets are more ran like a business and physicians aren't. For instance, a dentist or a chiropractor or a vet can sell their practice with all this blue sky for all the chart value. Physicians don't because a physician can't sell his practice. You open up as a physician the minute you sign up for Medicaid Medicare, you're booked three months in advance. So when I go into all the physicians’ offices a lot of them don't have websites or they're horrible. They don't even have a contact. They don't care. They still got the glass wall door and they slide it open and hand you a chart like you're a cow. So dentistry, chiropractor, and veterinarian are light years ahead of physicians. It's almost comical when I go to the physician. I just had a colonoscopy last week, my second one because I'm fifty-five. At fifty then every five years and I mean to find this guy's office you'd need an Apache helicopter. I mean you had to park in a parking lot near a hospital, walk through a construction zone. I mean it was batshit insane and when I told them they should put a sign out there they looked at me like I was from a different planet. I mean they don't even get it, but the reason I called you to be on the show, you didn't call me. This is not a commercial. It's not a paid advertisement because reviews are everything anymore. I mean this society is trained by Google reviews, Yelp reviews and I get it. I mean you got to go to a dentist. You just moved to LA. I mean, hell, you don't know anyone from second base and that's why I hear so many patients say they love Amazon because they'll be looking at say headphones or whatever and they just start reading the reviews. So a lot of people think reviews are everything. What do you think? 

Matt: Absolutely. I completely agree reviews are everything and unfortunately, with any game there's always people that try to cheat the system and I've been in some back rooms with some of the top Amazon sellers and I've heard the stories and things they do to fake reviews and it's just sickening of what can actually happen. And being in SEO for years, I know that people can buy Google reviews and whatnot, and so there's dirty sides to the game and then there's good sides to the game. And we built our system not just for reviews, but at the end of the day as a patient you want to be able to have a good experience and in the past, the only way to kind of be made whole if you don't have a good experience was to leave a negative review. And rather than have a patient leave a negative review, wouldn't you like to give them a way to tell you what they didn't like about their visit. What went wrong in the office before they leave the negative review and sort it out with them and that's the big part actually of reputation management that most people understand. They see reviews, they think we need reviews and they're right they do for the marketing side, but caring about the patient you have now and keeping that patient retention I think is the most underrated part of reputation management today. 

Howard: Keeping the patient?

Matt: Yep, keeping the patients so patients leave. I went to a dentist here locally couple years ago. They really tried to oversell me. I was turned off. It was like I don't really need all these things that you're pushing down my throat and I didn't go back. Now had they sent out a text, email, a survey, shortly after I left I probably would have taken the time to give them some feedback. I didn't leave them a negative review so it's not like they have a negative review, but they lost a patient. And so letting the patient have that open communication where it's non-confrontational. I don't have to go to the front desk or the dentist and say, "Hey, I didn't like how hard sell your gal was or what your receptionists gave me a dirty look when I walked in because she's having a bad day because she followed her boyfriend," or whatever. Everybody has bad days, but, yeah, patient retention I think is a huge part of the feedback system that we provide that people should value more than just the review itself. [Inaudible 00:06:05]

Howard: Yeah, it's absolutely crazy. I mean so you take a dentist and their hygienist works forty hours a week, fifty weeks a year so that's two thousand hours. So that means in the first half of the year they clean a thousand people's teeth for an hour, one hygienist, and then you get them all back for the second half of the year and clean them again for the thousand people for an hour. And then you look at their numbers and they're getting twenty new patients a month so you sit there and say okay, so every three and a half years you've added a hygienist, but this old man's practice from twenty-five to sixty-five and he still has one hygienist, and he's been throwing twenty-five new people in the chair every single month for forty years. And even in their [linguals? 00:06:49] insane. They talk about the new patient experience. Well, what about the old patient experience? Why isn't every experience the same? So it's the new patient experience. The complete exam pitched you all this dentistry and you ran all the way back to San Juan, Capistrano and started praying to Saint Opa Apollonia. So the bottom line is you're exactly right if you had customers for life ... and that's another thing name me one dentist, one vet or one chiropractor that doesn't take any more new patients. You never find, you never call any of those guys and say, "You know what, he's been here like twenty years and we don't take any more new patients. We can barely service the ones we have." Oh hell no! If you got twenty-five new patients in the hygiene department and you've had that same hygienist for over five years then to put twenty-five on her schedule, twenty-five had to leave and not come back. And you look at the sophisticated businesses like Southwest Airlines and Chase bank, they don't do any new patients stuff. Hell, everyone's flown Southwest once. They're all about rewards programs and loyalty programs and keeping their customers for life so dentistry is twenty years ahead of physicians, but twenty years behind Chase bank and Southwest Airline. You never hear of loyalty programs.

Matt: Right.

Howard: So you've done websites, you've done SEO. Let's start at the beginning. What I find the most bizarre is the dental website. A lot of millennial's aren't even doing them. They're saying no Facebook's enough and then when you leave the United States and you start going to Africa, Asia, and South America, they don't even have websites, they use Facebook. So I'm going to ask you the most insane question. Do you even need a dental website anymore? 

Matt: So funny enough I actually wrote an article and submitted it, hopefully, it will get published soon in Dentaltown even, but the second line of the article says you don't need a dental website anymore. Now it's a little bit over the top. I don't fully agree that you don't need a dental website, but statistics show that 33% of searchers that go to Google and search for something, don't click on anything. Now, what does that mean? Does that mean they're leaving? No, it means Google showed them enough information in Google maps with phone numbers, etcetera, that they literally found everything they needed without another single click. So if you are savvy enough to have your Google map listing showing up in the top three with your correct address and your correct phone number and your hundreds and hundreds of reviews that you should have, then yeah, you might not need a website. You could possibly get away with it. Now you should still have one, but because it is a good marketing tool still, but you actually can get away without one. I wouldn't use Facebook as my website. Using somebody else's platform as your property is terrible because look at Myspace it was here and it's gone. It's completely gone and never coming back. Could the same thing happen to Facebook? It could, it probably won't, but at the same time, why take the risk? 

Howard: Look at investment. The top ten biggest one day gains are a fraction of the size of the ten biggest one-day losses. We just had a thousand point loss the other day and Facebook last month a million Americans deleted their Facebook account and I saw this with My Space. Remember Friendster? And the other thing, Ryan, give me that number again. How much of the [inaudible 00:10:30] five hundred in 2000 is no longer in [inaudible 00:10:33]. I know I've asked you that before, but all I know is the number from 1950, the SMP500 by 2015, 88% of them were gone. 

Matt: Wow.

Howard: So it was an 88% sixty-five-year mortality rate. So, yeah, I would rather have my own platform than be at the mercy of Twitter, LinkedIn, Snapchat, Facebook, whatever. You've got to have your own. But you said something I got to back you up even further because what you said is when they do a Google search and the number one search I always hear for a dentist is dentist near me and it showed the top three and that was enough information. But Dude, you're out there in LA, you're in Orange County. I'm in Phoenix. There's three point eight million people in the metro. Now if you throw in Scottsdale, Mesa, Tempe, Chandler, Glendale, how the hell do you get on the top three when someone searches dentists near me? 

Matt: Yeah, that's the million dollar question of course. So there's a number of things that will make up basically your online reputation in the eyes of Google. So your map listing has to be accurate. You have to not have duplicates. Duplicates aren't just like you've got two listings for ABC Dental, but you've got a listing for ABC Dental plus you've got a listing for Dr. Smith, Dr. Jones and Dr. Gray that all work at ABC Dental. And so you have to have a very smart streamlined approach to having your reputation online with one single Google listing. You have to have all of your listings across the entire Internet from Yahoo to Bing, to Yelp, Facebook, etcetera. They all have to match. One big mistake that guys make is they like to put call tracking numbers in a lot of these listing and therefore the phone number doesn't match the address or their addresses aren't quite right. Avenue is abbreviated versus spelled out. I mean a lot of technical things go into that and then your website does play a big role in the merged kind of signals that Google looks at. And then lastly, your number of reviews. I mean I'd like to have somebody find a dentist that has a thousand reviews that isn't in the top three. It's not going to happen. Those reviews are going to mean a lot. Now the reviews have to be consistent. They couldn't have happened in one day. They'd have to continue to happen over and over and over again, but that continuously adds fresh content and for years people have been saying content makes the web. So reviews are content, user-generated content, which I know you love, those are things that you've got to keep at day after day. And that's why having a great system for reviews is crucial, but yeah there's a lot that goes into it and picking the right team to manage that is definitely crucial and it's not something that any dentist should try to do on his own, especially in a big metro area like Phoenix or Los Angeles, Dallas, etcetera. 

Howard: I see a lot of dentist’s websites. I mean a lot. I bet I see ten a day because when they're sending an email a lot of times they say Frank or whatever, but you look at their email and if it says Matt at Review Wave then I'll just take off Matt app put www [inaudible 00:13:49] and go to Review Wave and I mean the website's a third of them are horrible. And I know my homies, they were at a dental convention ten years ago. They gave someone their debit card and then five grand they installed the website. They ain't even looked at since and then a lot of them they that don't have websites so I'll drop their name, Matt Prados, in Google and put Matt Prados, dentist. And when their Google deal comes up, over half of them don't even have their website attached to that and then I don't see their website. So then I have to go to Google, cut and paste their address and then drop it in the search bar behind Matt Prados, dentist, then the address and then maybe I'll get their website. And I'm like, Dude, and I know them they want to dream about root canals and fillings and crowns. They don't give a shit about any of this stuff.

Matt: Yeah.

Howard: But they need to. They have to wear so many hats. Just to be an amazing dentist is exhausting. That's hundreds of hours of continued education a year and now you're telling me to learn all this technical stuff that's so important, but they don't want to do it. I mean in your experience, what percent of the dentists just totally get into this and love it and want to know every detail versus what percent just want to have...?

Matt: None of them.

Howard: None of them, yeah.

Matt: None of them want to know it. The only time dentists call their website companies is when their income is down and so if the incomes down, it must be the new patients that's always the thought so they don't look at the stats typically. They just call them and they say, "Hey, we're not getting any calls from your website anymore." And that's why call tracking is vital on a website to give statistics, managing your practice, using those statistics and making the right choices is crucial, but patient retention like you said after five years should keep any dentist office open and busy as can be, but keep adding some new patients and you should be golden. So websites, SEO, no dentist should be learning it. They should simply be paying an expert. Just like as an internet marketing guy, I wouldn't try to learn dentistry to go clean my own teeth. It's just silly. 

Howard: Yeah, but you kind of like a dentist. Do you spend a couple of hundred hours a year studying this stuff I mean is it true?

Matt: Yeah, absolutely. Internet marketing changes. I mean Google changes their algorithm multiple times. Major updates every single year and studying it is one thing, but being able to have a hundred different sites that you know and monitor and can see what this update affected. How the rankings changed and then manipulate them to come back up in the rankings. It's not about even study. I don't know one place that you can go and study enough information to be successful online. I mean you have to be in the trenches day in and day out to fully understand.

Howard: So what exactly does Review Wave do? You talk about software. What exactly does it do and what does it cost and what does it cost to set up and what does it cost for one of my homies to call Matt and tell you ... because I know dentists, they all have a special, unique situation and they're all the same?

Matt: Absolutely, so that is funny. That is true. So basically what we looked at is the problem was patient retention and new patients. That's what everybody wanted help with. They wanted to expand. So we had to figure out a software that would be able to get feedback from the patients before they were too far out the door so that they can be handled and come back. We had to figure out how to help the office be a more found on the internet using reviews. And so basically what we built Review Wave for was to send out patient feedback via text and email one hour after the patient leaves. That's the key because you want it to be as close to them leaving as possible. There's obviously other solutions out there [inaudible 00:17:44] and dump all of the feedback requests out at 6:00 at night. So if I went to the dentist at 9:00 am, I've had the entire day to be upset if my cleaning didn't go well. I've had the entire day to leave a negative review or decide I'm never going back there again before I'm asked if I'm happy with the service or not. So we wanted to make sure that it was done as close to leaving as possible. We've built in some automation to make sure that we did get feedback, did actually get the reviews on Google, Yelp, Facebook, etcetera, and then we also [inaudible 00:18:12]. We're a young company. We don't have the multi-millions of dollars of venture capital behind us so we were able to bootstrap this thing, keep our prices down. We're about half of most of our competitors in the dental industry, so we're one forty-nine a month to get started. We have no setup fee. We give everybody a two-week free trial so they can completely test out the software make sure they love it before they have to pass a dime and no long-term contract. So they're going to use it for as long as they want or as little as they want and that's the complete review solution text and email. We also post their reviews on Facebook form to kind of cross promote and then we also we're the only company that I know of that gives our dentists the ability to ask their patients to check in on Facebook and Yelp and this is a big deal because Yelp's terms of service actually tell you, you're not allowed to ask for reviews. Now everybody does it still. I'm not going to try to tell you it's not that way, but if you want to comply with their terms of service and you ask for a check-in, the simplicity is the check-in button is right next to the review stars on the Yelp app. So if you ask for a check in, you're likely going to get a review as well. So you can comply to their terms of service so that you don't put your business at risk from getting penalized by Yelp and still get the reviews, still get the feedback and then we have some add-ons. Basically, after twelve months of integrating with the various software's and doing different things, we found they would use us for reviews. They would use something else for appointment reminders. They'll use something else for online listings so we added some additional things. We're coming out with our own model of online scheduling so patients can actually schedule an appointment based on the real calendar of openings that they have on their software's. We can also manage their local listings for them and then we can also do appoint reminders for them so we've got a whole suite of features to again make that patient experience incredible. 

Howard: What did you say after your managing ... you said online scheduling, managing local listings, and then what? 

Matt: And then appointment reminders and two-way texting. 

Howard: So are you married or single? 

Matt: Married.

Howard: So you didn't even take your own advice. No contracts. That's what I love the most about consultants. They have no contracts. Then you went and got into a contract with some other person, that was crazy, but the no-contract speaks volumes. When these people say you have to lock your ... like Verizon. You know what I mean? Enough said there.

Matt: Right.

Howard: And consultants they say, "Well, you got to pay me this much money a month for a year." Well, what if after a month nobody in the office agrees with you.

Matt: Right.

Howard: So I love the no contracts. I'm sorry that you did not walk the talk and sign the contract with your wife, but, so I'm just teasing. Check in on Facebook I'm well aware of and we've had Mark Zuckerberg, the founder of Facebook, his dad is a dentist. Did you know that?

Matt: I didn't.

Howard: Yeah, his name's Ed Zuckerberg, and he's been on the show three times. A couple of times here at the house. Just an amazing man. Me and Ed are about the same age, both had four kids. His boy started Facebook. Mine will be off parole here in a couple of months now. He'll get his ankle bracelet off here. We're hoping next week. But he said the check-in on Facebook is huge because the average person has about a hundred and forty, a hundred and fifty people on Facebook. Half of America doesn't have a dentist so when she checks in, she's got seventy-five of her homies saying, Wow, Jamal goes to Howard. I'm looking for a dentist. My friend Jamal, he's my smart friend." That's huge. But you said there's a check in on Yelp?

Matt: Yep.

Howard: I was not aware of that. Ryan, do I even have the Yelp app on my phone? So before you go there I just got to tell you, if you do a search on Dentaltown for Yelp, every thread that comes up is a bitching, moaning, complaining. I mean they don't act like that to Google and Facebook and Twitter and ... why is every thread about Yelp not pretty on Dentaltown? Why is that? There's got to be some dysfunctional thing to it. 

Matt: Yeah, it's their management. They do not care about the local business. They are a sales machine. They will sell their ads, which are the worst investment for a dentist that I've seen, short of one dentist in ten years that I talked to was from San Francisco, which is where Yelp started. But their algorithm they claim they want it to be as authentic as possible so they will filter out reviews and the problem is they filter so many reviews that are legitimate real reviews, real five star reviews because the dentist got mad because he got a couple of negative reviews from somebody, so he had people do it in his office. Or he emailed out to his list and so he got five reviews in one day and they flagged his account for the next ten years. And so Yelp just really doesn't care about the individual business, the individual dentist and I think until their management changes at some point and their policies change, it's going to stay that way. 

Howard: Are they publicly traded? 

Matt: Umm. 

Howard: Really? Yelp is publicly traded. I noticed Twitter finally stocks are going back up. I mean it debuted at forty, failed at twenty. And then they beat earnings forecast and they're headed up and that makes me think Microsoft just bought LinkedIn.

Matt: Yep.

Howard: And it makes me wonder if it's stock's going up because it's in plaything, someone's going to buy it or do you think it's just growing alone organically and profitable, single traded. 

Matt: They're just probably just finally getting proper with their ads. They're probably finally figuring it out.

Howard: Not to get too distracted, but we're talking about checking in on Facebook. That's hugely important. I know offices that when you check in if you check in on Facebook they'll give you another Oral B toothbrush right at the front. I mean that's a buck. Everybody wants an extra toothbrush in their purse. But I get a lot of questions on Dentaltown, the other two, there's a lot of commercials on TV for Angie's List and My Guy. Do you see those ads for Angie's List or My Guy?

Matt: I see Angie's List all the time. I don't see My Guy too much. 

Howard: It doesn't make sense to me because how are they paying for those commercials? I mean when you see them on TV all the time and that costs money, so when Amy goes out there and says, "My Guy," "Well, I need a plumber, well who's your guy?" "Oh, my guy is Joe, the plumber." Or Angie's List, how do they make money? And so it makes me think that it's just an ad. 

Matt: Yeah, no, there's a lot of people paying to be on Angie's List. There's a paid model there for sure, but most of the public is not going to go to Angie's List to find a dentist. Google is and should be the number one thought for every single dentist. How many reviews do I have and where do I rank in Google maps and Google organic? I mean at the end of the day your business could run alone by just Google. 

Howard: So then what percent would be Google? What percent would be Facebook, Yelp, Angie's List? Break it up in market share of those four. 

Matt: So Google's going to be like 60% should be at least 60% of your attention. Facebook is going to depend. Now there's companies out there that do social media marketing for you, but the problem is they're giving you ads or pictures or having you take pictures of your patients or whatever and posting them to your business page. The only people that see that are people that already like your business page. So that's the beauty of check-ins because the people that see the check-in is the patient's friends that don't know you and most of the time you like your patients and they hang out with similar people so you're going to get exposure to the right public that you want. So check-ins are good. Facebook ads can be extremely effective, but they can cost a lot of money. So if you have money to invest then that's a great method and can drive. I mean I ran a campaign last year for a very successful dentist for implants in Wisconsin and we drove a hundred implant cases to his office in thirty days. I mean it was massive, but it's not something you can do month in and month out because you kind of you pull everybody that was sitting there and then you got to kind of let that pool refill if you will. But the easiest, least expensive, biggest [RY? 00:26:40] is always going to be Google. It's always going to be that so... 

Howard: What about the other search engines, Bing and Yahoo? 

Matt: Maybe 10% each.

Howard: If my homies listening in because I know what they think. They just want new patients because they want to do root canals and crowns and implants, that's all they want. But you're saying to them just get an A on Google and forget the rest?

Matt: Yep, I mean most of the time if... 

Howard: Is that what you're saying? 

Matt: Yeah. If you're doing it right on Google, Bing and Facebook are going to fall into place or Bing and Yahoo, excuse me because they're weaker algorithms and whatever. So, but yeah absolutely if you just focus on Google you'll be good. You could absolutely build your business with no Facebook ads, no social media marketing, and if you're really on a budget, no website, as long as you're not in that huge metropolitan area. 

Howard: Okay I want to back you up even farther, okay, because, how old are you, Matt? 

Matt: Forty-two.

Howard: Forty-two, so pod-casters are pretty much thirty and under. I get like one email a week max of someone who's as old as me at 55 so and my fifty-five-year-old alcoholic dentist drinking friends from Brad's Place where we meet faithfully and this is Friday, so we'll be there in a few hours. None of them have ever listed a podcast. If I put a gun to my friends head and said pull up a podcast, I'd have to shoot them all. So I always tell them send me an email,, tell me your name. Where you're from. How old you are and what country, whatever. They're all young kids that are starting their office. They're 85% commuting to work and 15% are on the stair-master so they're opening up their business and all they want is a bunch of new patients. But when they open up their business, I'm going to go back to the very beginning, you work with Dentrix, Eaglesoft, Open Dental, Planet DDS, Practice Works Curve Dental, that's a big decision they have to make, which practice management software. Do you have any favorites? Any... 

Matt: I don't play favorites on those and the reason is I don't use them forward facing for the office. We're simply...

Howard: But does your software integrate with them all equally? 

Matt: Yeah, yes. They're all equal. They're all done in different ways and whatnot, but yeah, it integrates equally. And so it really doesn’t...

Howard: Can you give me market share information of your installs like who would be the most popular? What percent would Dentrix be verse Eaglesoft, Open Dental, Planet DDS, Practice Works, Curved, can you say?

Matt: I think it's all going to be roughly what their market share is. So we've got a bigger chunk on Dentrix, a big chunk on Eaglesoft, we've got decent chunk on Practice Wealth or Practice Works, excuse me. Obviously, Care Stream's got a big hold and we're hoping to get that integration done here in the next four weeks. 

Howard: Care Stream owns Practice Works, right?

Matt: Yeah, but also Soft Dent and Ortho Track.

Howard: Yeah, they own Soft dent and Ortho Track? 

Matt: Yeah, exactly so we haven't gotten integrated with those guys yet fully there, which we're hoping to get that done. At the end of the day, which one's the best I think it's going to come down to just the individual needs. I mean if I'm correct, you guys use Open dental there in Phoenix, right?

Howard: Well, Care Stream used to be owned by Kodak. So when back in the day, thirty years ago, Kodak and Xerox, the monster. You're too young to remember the nifty 50.

Matt: Okay.

Howard: In 1980, the nifty 50 that was the high tech bubble at the time and it was led by Kodak and Xerox and IBM and all this stuff and so I had Soft End forever, but the problem was it just kept crashing. I mean it crashed once a week so we switched to Open Dental, but the reason I'm asking is because you got to integrate [inaudible 00:30:49] because these millennial's are taking off on these online scheduling. And I've been to this rodeo before. I remember when I was little dad would go into the bank and he knew all the bank tellers names and it was you wanted to go see your buddy, Betty, at the bank. And then when the ATM's came out everybody said well why would you do that when you'd walk in and see the teller? And so we did Open Dental and I've seen on Dentaltown where this online scheduling is the real deal. People actually ... there's a lot of women who actually don't want to talk to a human. They want to do their online banking, they want to schedule their own appointment. They don't want to call and be put on hold and talk to your Valerie and all that so they just want to knock it out. 

Matt: Right.

Howard: Have you released your online scheduling? 

Matt: Yeah, we're running it in its first version right now. So basically we did it different than a lot of online scheduling out there. So first of all, most online scheduling is a button on a website that says schedule an appointment, which is great. You click on it and then it pops up a new window. It doesn't leave the page. It typically just pops up a window. Now the problem with this is they do everything inside this window. They're done and they leave and from a search engine optimization standpoint that person only visited one page of your website and so it looks to Google like a balance, one page and then they left. That's a bad indicator to Google. So when they click the button on our website it sends them to an inner page, so you get two pages to use. Then instead of immediately showing the calendar of appointments of what's available, we capture the patient's information first. This is for conversion optimization because we want the office to have the patient's name, phone number, and email that was trying to schedule. Just like shopping cart abandonment in e-commerce, if you leave a cart you're going to get an email saying, "Hey, you forgot to complete your order." So we've built that into our online scheduler, but so right now we have a great template to send to the patient. Welcome them to the practice. Another email and text to the office confirming the appointment, but our next version is actually writing the appointments to the software. So Eaglesoft we have the best relationship with right now. That'll be the first one that we write the appointments to so...

Howard: Do you have a good relation with Open Dental? 

Matt: Yeah, I mean Open Dental's Open Source so yeah, we'll have that one out shortly after that, yeah.

Howard: But I mean do you need a connection there?

Matt: No, their documentations great. 

Howard: Okay.

Matt: I mean they're Open Source so yeah, they're a great company. I think the young guys just my own two cents on it should look at Cloud-based solutions that is the future. Not to have to have your own server, your own IT guy and all that kind of stuff. 

Howard: So now you're talking Curve, right? 

Matt: Curve, Planet DDS. I know that most of these guys ... all these guys are coming out with Cloud Solutions at some point I believe, but those two specifically now are Cloud Base, yeah. 

Howard: Is it okay to give out your email on your address?

Matt: Yes, absolutely. 

Howard: So I'm going to email you my website and cc my girls up front. Will you look at that? Look at mine and see if you think it's good. Can my homies do that to you? 

Matt: Yeah, absolutely. 

Howard: Yeah, so and guys, listen. I know you guys, a lot of you guys haven't even been on your own website in a year. You know how many dentists I know that you look at their website picture and it's like fifteen years ago. God, when they come in they're going to be shocked. They're like, "Man, what happened to you? Did you fall out of a tree?" I mean they're looking at some picture of somebody who's forty years old and they forget now they're sixty-three. They don't pay enough attention to it. So do you think online scheduling, do you agree that this is going to take off like an ATM bank teller? 

Matt: Absolutely, yeah. It's going to take off like Bitcoin, but it's not going to crash. 

Howard: Oh and there's Dentacoin. Did you see that one? 

Matt: I haven't seen that one yet. 

Howard: Yeah, that's out of the Netherlands and the online scheduling I see people all the time now where they take a picture of their check on their iPhone and drop it straight into their Chase app and by the way, if you're thinking about that, I should be apologize about this, no bias, no commercials, but people who do their online banking with Chase they're all happy. Bank of America and Wells Fargo everybody's like, "Well, I wish it did this or wish it did that or wish it did whatever." that's why I switched Open Dental. I know that Dentrix is the largest. They probably got 40% of the market. Eaglesoft's probably got thirty and I know Open Dental is a smaller up and coming new one, but if you go to Dentaltown and you do a search for Dentrix, Eaglesoft, most of their threads are griping, complaining or they can't figure something out. You go to Open Dental the thread looks like it's a frat party. I mean everybody's saying, "Oh my God, I love it. I love it." But they've got raving fans and Chase online banking, but it's amazing how many of these kids will get their paycheck, take a picture of it, shred the check and they're making their dental points on it. When we installed our online deal the first day someone used it. The very first day. So looking at online scheduling online now is that online scheduling part of the hundred and forty-nine a month or... 

Matt: No, so basically what we decided is to let people pick and choose what's right for them. So we've got our base package of Review Wave and then each of those three add-ons is $50 a month. So they can pick one, they can pick two, they can pick three or they can pick none. It's up to them. 

Howard: And the $350 a month add-ons are on our online scheduling. 

Matt: Yep.

Howard: Manage local listings. 

Matt: Yep.

Howard: And three was... 

Matt: Appointment reminders with two way texting.

Howard: Appointment reminders. Okay, I think appointment reminders, two-way texting. Which is more open and better sending in an email or a text?

Matt: Text.

Howard: Because the email half of them are going to go to junk mail or...?

Matt: You've got junk mail. I mean statistically, it's like 98% of texts are opened within the first forty-five seconds or something, ridiculous. I mean your open rate is going to be massive and it's real quick. People look at it, they're done. They can respond if they want as long as you're on a good system. The key to the appointment reminders is to make sure that your provider's using real text message technology versus email to text. If they're using email to text your deliverability is not going to be true text message deliverability. 

Howard: You know what I wished my two-way text did? 

Matt: Umm.

Howard: You say you want to text them close to the time without getting close to them. I'd like to send them a text when they’re walking out the door, “remember don't drink any water for thirty minutes.” If you give them a 4I treatment. But when you say that they understand online scheduling. They understand appointment reminders, two-way textings, but I don't think anyone understands manage local listings. What does that mean? 

Matt: Sure. So basically this kind of goes back to your question of how do they rank in Google maps? And so basically there's dozens of directory sites, review sites, business listing sites, etcetera, that scrape the web and they'll mix up your information and so we've partnered with these sites where we can push them the correct data and it will override what they have now and so the top sixty or seventy sites across the internet, we'll publish the exact data you want and then that makes all of your listings the same, which then Google gives you more trust. So they push your Google map listing up higher in the map section. Out of the fifty or sixty listings that we get people, sometimes there's like ten that they didn't have before so it ends up getting them more listings, more exposure on the internet and high-level references to their business, which also push them up in the organic section. So having been in SEO for ten years and having seen people sell SEO from anywhere from two hundred and fifty bucks a month to $5,000 a month depending on all the services that were on offer. If you're on a budget if you're just starting to practice this is one of the best SEO things that you could do. It's simple. You can control all your listings and get a great online reputation from those sites. 

Howard: A lot of dentists are getting phone calls from people that say they'll come by and film the front of your office or take a picture to enhance something on your Google search. Do you know what I'm talking about? 

Matt: Yeah, absolutely.

Howard: What am I talking about?

Matt: So basically you can have your Google search have panoramic videos, Google three-sixty, different things and there can be value in it. I mean it obviously depends on what the person wants to charge and what kind of ROI you're going to get, but as a long-term investment good quality images and videos of your office I think are very, very important. I mean the number of times that we were sent pictures that our support team just laughed about. Like this is fuzzy, there's all kinds of crazy things going on in this picture. The front desk is a mess and they want me to post this on their website. So professional pictures is great. It's not worth thousands and thousands of dollars, which some of these guys do want to charge, but five hundred bucks or something to invest in that and you're going to get it and keep it forever, it's a good deal. Not something we do, but it's a good deal.

Howard: Alright. Now, in the beginning, you talked about how reviews are great, but patient retention is great too. On this cafeteria deal, $149 a month base package. Then there's $350 a month add-ons online scheduling, manage local listings, appointment reminders, two-way texts. Is any of that would you call patient loyalty? 

Matt: Yeah, so loyalty, patient retention to me is not the gimmicky loyalty programs. The free whitening for life or different things which they're fine, they're campaigns, but that's not what I mean. What I mean is the patient experience from being able to schedule an appointment to being reminded about his appointment to then the service you deliver in your office and then when he leaves, making sure all of it was good. And so when you send a patient a text message and an email shortly after their appointment and in a caring manner, say, "Hey, can you let us know how we did?" And if they're not happy, you're giving them a platform to tell you what they're not happy about and then that gives you a chance to make it right. That's where patient retention and some of the success stories we get back of patients that were not happy, that were then contacted and now they're raving fans of the office because of that last little bit of interaction it happens every week. And so that's patient retention to me where you've not only tried to deliver the best service possible in the chair, but you followed up with it afterwards and it's not just about the review. Yes, some of these patients will go on beyond the initial survey to leave you a review, but make sure you handle those patients that aren't happy and make sure you have a system to check up with the patients when they leave.

Howard: Well, the bottom line is you can always say the three rules of real estate are location, location, location, and the three rules of people is communication, communication, communication. I don't care if it's your spouse, your kids, your employees, your patients, the bottom line is everything always goes south when you're not communicating and you're taking technology to try to enhance communication, to try to make it because the bottom line is humans are extremely complex. They're very finicky and most of them are weird, but I often seriously think I'm the only normal person on earth and so sending them a nice way saying, "Hey, are we good? How was your appointment? All good?" Sometimes they just need to vent. Sometimes they feel special that you even asked. I got one from the colonoscopy deal. I just didn't want to seriously, I just didn't want to leave a review for the whole town that I just had a plumbing job there.

Matt: Yep, you were there.

Howard: But it's just all about communication. I don't care if it's your staff, your kids, your wife, your patients and anything you can do to open up that barrier. And God, just talking to patients. Dentists will ask a patient questions and then they'll just right down and then they'll ask the next question. Well, if you don't refer back some of that deal like you say, "Well why are you here today?" "Well, I have pain on my upper right." "Okay, you have pain on your upper right." Because if you just go to the next question, "Well are you allergic to penicillin?" How many movies do you see the old man sitting in the chair watching the sports game while the wife's yelling at him and the reason she's yelling and repeating and yelling and repeating because he never responded. He's just sitting there staring at the TV or something and it's just God, yeah, communication is just everything. That is so cool. 

Matt: Yeah and the truth is no matter how good you are as a dentist, nobody's perfect a 100% of the time. Everybody has a bad day. There is no such thing as a true five-star business. They're like a unicorn. Everybody wants one, but they just don't exist that we can find. So make up for your bad days, your staff have bad days. Somebody's going to piss off a patient every once in a while. Put in a system that allows you to fix that, to handle your patient retention so that you don't have to pull your hair out about new patients each and every month. 

Howard: Now what's wrong with pulling your hair out, man? You're just showing off your sporty hair look there. Yeah, that's funny. So if you were a young kid and you got out of school three or four years ago. You've been working as an associate somewhere. You want to go back to the town you were from, you want to go back to San Juan Capistrano. You see three offices for sale. Should she be thinking anything about one of those three offices might be better for online marketing, new patients, anything like that and then the other question they're always asking is they always get nervous when guys like you and me from the big cities of LA and Phoenix and they’re, “Well dude, I'm in Parsons, Kansas." Is this big city stuff or do you have customers really in Timbuktu? Do you have rural customers? 

Matt: Yeah. We've got clients in Idaho and Wisconsin and in all kinds of rural areas. You don't have to be in a big metropolitan area to need to have patient communication you just don't. So from an SEO standpoint, a practice that is closest to the center of where Google thinks the town is, is more valuable geographically. So if you go on and you Google dentists midtown or wherever you want to go, and you look at the map you'll see the three listings and two of them will typically be closer together and one will kind of be a little bit further apart. The two that are closer together that's the center of that town in Google's eyes. The other thing is when you buy a business if you change the name you just lost all the value in Google's eyes of the longevity of that business. So if I was to buy a dental practice I would buy one that was named something like MidTown Dentists, so city and the word dentist and I wouldn't change it. I wouldn't make it my name. I wouldn't make it whatever because changing it can mess up the rankings for twelve to eighteen months easily and so as far as the new practice, those would be the big things. And then does the practice have reviews because you're buying those. You're buying those reviews. So if they've got five hundred reviews that's more valuable than five reviews so most people aren't using that in the valuation these days, but I can guarantee you it's going to start to play more.

Howard: So if you go on to Dentaltown, we've got the Google search engine on there and so I type inpatient reviews and there's just a hundred threads that pop up. I wish you'd go in and answer some of these because it's marketing for yourself because you answer the question, but in your signature, your face, your logo, your website, Matt Prado's, but I have to tell you these dentists they don't think about all the patients that said you're wonderful. All the patients that thank you. All the ones who gave you a hug. All the ones that got [inaudible 00:47:27], someone leaves them a bad review and it just gut punches him.

Matt: Yep.

Howard: It knocks the wind out of them. It's the same thing with the lawsuit. I tell these young kids, you're in America, there's one million attorneys that bill out a trillion a year. You're going to get sued. That's why you have dental malpractice insurance. I have four boys. How many cars have my four boys totaled? I mean, at least one for all ... yeah, I think it's six cars for four boys and they're only twenty-two, twenty-four, twenty-six, twenty-eight and there were no DUI's or anything like that. But the bottom line is I only worry about they get hurt. I don't worry about the price of the car. You know who should worry about the price of the wreck? Scott Sharley from, Scott Sharley from what, State Farm or Farmers? Farmers, yeah. I mean that's Scott's problem.

Matt: Right. 

Howard: So how do you armchair psychology these guys who almost are reduced to tears when some crazy freaking talking monkey gives them a bad review. And my restaurant chefs, I'm a bachelor, we live in a bachelor pad so I eat out a lot. And same thing with the chefs at local restaurant. Some lady will walk out of the restaurant say, "Worst smell I've ever eaten in my whole life." And it's okay when you read that it's really, really the worst meal you ever ate your entire life was at Ruffino's? You must have had a damn good life because I was eating ramen noodles and making macaroni and cheese out of a holly hotpot for seven, nine years in college and Ruffino's gave you the worst meal you'd ever ... so how do you coach them to that? 

Matt: So the bottom line is, doc, it's a pretty sad situation that you don't have a review system in mind because if you had that automation you'd have a couple hundred reviews and this one bad review would be a little tick in your history and you'd move on. But now you're going to drink a couple of six packs over the weekend, yell at your kids, kick your dog and suck it back up and go back to work on Monday still mad about it. 

Howard: Yeah. The last time I think I've gone to the board twice and one was like twenty years ago. A guy came in, diagnosed for quarter-inch root [inaudible 00:49:41] and he said that I was a shenanigan, a shark. He didn't need any of it. It was all fake. So you send them the x rays, just bone line. Mr. Magoo could've diagnosed periodontal disease, but you still have to go down there. You think they would just throw it out and say, "Okay, you're a crazy monkey." But oh no, they've got to put it through the whole damn protocol and these dentists get so damn depressed. It just is what it is, man. Just part of life. 

Matt: Yep.

Howard: You're going to get sued, you're going to wreck your car and if you want a world that's totally safe and no risk and nothing bad, just don't leave your house. Just stay in the closet and put a bunch of mouse traps around the door so you're not tempted to walk out of your closet. I mean it's just going to happen. Sometimes they get a negative review and then they start replying to it online and there's a couple of dentists that have got sued because they were talking about the patient's treatment plan. 

Matt: Yep.

Howard: And then out of nowhere they get a HIPPA complaint. 

Matt: Right. 

Howard: Not even brought on by a patient, the patient probably didn't know what HIPPA was so what would you tell a dentist who wants to go in there on that negative online review and give that patient a piece of their mind? 

Matt: Yeah. So first of all, never do it the day that you see it because you're super upset. Obviously consult your attorney, make sure you're not violating any HIPPA stuff if you absolutely have to respond, but rolling it back to the original thing I talked about at the very beginning, work on your patient retention and then you don't have to expose yourself to as many new patients and have a higher chance of getting these nuts coming in and suing you and leaving you bad reviews. I mean that's the truth. If you keep your people happy, the practice is going to be expanding and you're not going to have to sign up that case. You're not going to have to have that big case come in the door. There's enough...

Howard: Yeah, I don't ever reply. My theory is you stir shit it makes it stink. 

Matt: Yep.

Howard: Just don't stir it. But we keep hearing the next generation is going to be online video reviews, which I would like because to me if you could actually see the person talking and you could see they had crazy eyes and you can tell by the tone, the pitch, the look if this person is sophisticated, believable. I always say go back to your own friend/family reunion. If you could see some of my aunts saying that stuff just take out the sound and you know it was the crazy lady.

Matt: Umm. 

Howard: And so is video...?

Matt: So the video reviews are actually here. They are available in the Yelp app so people can leave video reviews in Yelp and, not on iPhone, which I have, I don't have an android here, but if I had an android I can show you in the Google maps app you can actually take a video and upload it to Google review. So it's possible. It's just not convenient and it's still clunky. At some point in a year, maybe two I think it will be a lot more streamlined. There'll be ways to do it that are simple and we're definitely keeping an eye on it technology-wise, looking for the way to make that easy. But the biggest thing about getting reviews is it has to be easy for the patients. It has to be the least amount of clicks, the least amount of thought to be able to give you that because everybody's busy. Nobody has time to mess around too much so I wouldn't waste time trying to get video reviews right now because it's just not economical time-wise. 

Howard: Dude, you should go search, paste your own reviews. What is the best way to get Google reviews? What is the best way to acquire Google reviews? Is there a checklist for getting reviews? Is there a simple way to acquire Google reviews? I mean you should just be answering them all the ... don't go in there and try to sell and say well, call me or private message or email for free. Just answer the question, but then they'll see because that's how dentists work with the consultants. I've had a lot of consultants on the show and dentists. The consultants are always afraid that, well, if I tell you what I'm going to do, well then you're not going to pay me to come in and do it. And it's exactly the opposite.

Matt: Opposite, yeah.

Howard: It's like when I'm at home, I know how to cook a hamburger. I know how to cook a steak, but I'm going to a restaurant, but I want to see the menu because I don't want to just say feed me and then you bring me out some healthy dish with vegetables. They want to see how the consultant thinks and then order it. They want to see how you think, but they don't want to do it. 

Matt: Right.

Howard: So once they see how you think and then they say, "Oh, me and Matt see eye to eye on this." And then I just want to pay you to do it because at the end of the day their true love is getting someone out of pain.

Matt: Right.

Howard: Where they come in holding their face and you do a root canal extraction. So here's another one back to the soft skin, little snowflake dentist. He always thinks that bad review, anonymous, is the dentist across the street and then they start freaking out. Can you actually find out who the reviewer is? What if a dentist out there, because there are threads on Dentaltown, I mean I'm looking at right now is this authentic review. They think a lot of dentists they get turned in for Medicaid fraud, Medicare fraud, the board, is another dentist and so what if a dentist thinks these reviews are from old man Charlie up the street? 

Matt: If it's a Google review, a Facebook review or a Yelp review it's connected to a real account and so they can contact support of Google, Facebook or Yelp and they can plead their case that it's not authentic or they were never really a patient. Most of the times nine times out of ten they're going to lose and it's going to be wasted effort, but I've heard of a couple of people winning and getting a few of them down. But again you're going to get negative reviews, but if you're getting let’s say you're getting five positive five star Google reviews each and every week and then all the sudden once a quarter you get one of these nuts that comes on and gives you a one star. Do you think you're really going to care that one out of a hundred reviews is one star? It's not going to bother you because you've got ninety-nine five-star reviews and you continue to bury it with positive reviews. 

Howard: So what are my homies going to find at

Matt: The site will simply show them what we do. We're very transparent about how the system works about the individual features of it, but the biggest thing they're going to find is there's going to be a very simple online scheduling tool so they can schedule a demo and one of our team members will do a full demo. Show you every single part of the software and if you love it, you can try a two-week free trial. We'll set up the entire thing for you. It takes about fifteen/twenty minutes and then you get to use it for fourteen days at no cost. You don't like it after thirteen days you go in there, you cancel, you're done. No harm, no foul, but typically you'll have five or ten new reviews, you'll be amazed. You might or might not get a negative feedback in that first two weeks, but it'll happen eventually. Whether it's the first quarter, second quarter, I mean we have over three thousand people using our software. We see these businesses, every single business gets a negative feedback at some point and that's part of life. 

Howard: We found out one of our one-star reviews is grandma thought that was the best. She thought one star was best and I agree that one star should be the best, not five because we're from the greatest solar system that ever existed and it only has one star. I would not want to live in a five-star solar system. One of the other reasons, to my homies out there, the reason why I like Math so much is I got a buddy named Jerry Jones. He's one of the smartest guys in the arena and we've been friends for literally thirty years and he's another bald beauty. He's the CEO of Wellness Springs Dental and he just [inaudible 00:57:52] He's the one who told me to check you out. So how do you know Jerry Jones? Did you guys go to rehab together?

Matt: Yeah, exactly. We actually met at a high level a Dan Kennedy masterminds.

Howard: Oh, nice. 

Matt: So Jerry and I were hanging out and Jerry was just slamming me. The internet doesn't work. You're all a bunch of frauds. You should just leave. He was on a tear. He was not happy and I looked at him and I said to him, I looked up his site and I said, your site is on page eight that's why you hate us all because whoever you're using right now sucks. So you give me forty-five days and I mean this was five years ago, we could do things a little faster back then. Google wasn't quite as smart. I said you give me five days I'll have you on page one. He said, "No you won't." And I said, "Alright, we'll see what happens. Well, at that next Dan Kennedy mastermind, Jerry was buying the round of beers that's for sure. He was on page one and we've been buddies ever since so. 

Howard: Well, the reason is because me and Jerry are old and these millennial's they are biased since they check Facebook five times a day. They want to build their office on Facebook. The problem with Facebook is you can build your brand, but when I have a toothache I'm not going to scroll around and all of a sudden run into your brand. When I have a toothache I'm going to Google and say dentist near me. So Facebook is great at building this great brand, but when the shit hits the fan, my daughter falls down into the coffee table and [buds? 00:59:24], they're going to go Google near me. But me and Jerry come from the age where [inaudible 00:59:29] king and it's still king in 2018 and a lot of the millennial's say, but it only has a 1% return. Well, hell then you mail to a hundred houses, you got a patient. You want two patients mail to two hundred.

Matt: Right. 

Howard: You want fifty patients mail to fifty hundred. That's only a five thousand drop. And I'll tell you another thing these big implant cases are usually on sixty/ seventy-year-old grandpas and grandmas and they're not spending a lot of time on Pinterest and Snapchat and Twitter and Facebook, but they walk out to their mailbox every damn day.

Matt: They do.

Howard: And open their mailbox and pick up the paper and I can give you so many names of oral surgeon [implantologists? 01:00:12] who will drop a direct mail piece on an implant and say whatever. So Jerry Jones and me are from the old world where we have thirty years of experience at direct Mail Works and we're on top of it. I mean obviously the Yellow Pages died, so it's not like we're using everything we did thirty years ago. I don't have a Yellow Page ad, but so that's kind of cool that Jerry Jones the greatest, You're the latest and you guys merged and met halfway and showed each other what each other knows. But, yeah, that's great. So I'm just trying to think, is there anything I didn't ask you that I should of?

Matt: No, I think that was great. I think we covered what guys need to know about online reputation, reputation management. There is a lot of gems in here for you new guys starting out practices, naming your practice. Where to buy a practice, where to start a practice so I hope you guys all got a lot of great information out of this. 

Howard: The one thing you didn't talk about, which I'm a big fan of is you got a pretty kick-ass dashboard. I bet you 99% of everybody listening to you right now doesn't have a dashboard. Talk about your dashboard. 

Matt: Yeah, so... 

Howard: That's part of your software?

Matt: Yeah, that's part of the software exactly. So I'm a big believer in statistics and letting people see exactly what's happening. So we have analytics on all the stuff we send. You get to see your open rates, your click-through rates, your total feedback, your actual feedback from each individual person. It's all broken down. Great reports, weekly reports. You get all kinds of notifications, so we don't want you to have to think about it. We want you to just get these notifications, see that it's working and go about your business. So that's our dashboard is built ... we built everything forward facing for the patients to be as user-friendly as possible and then on the flip side we've built everything on the back end, the dashboard, the settings configurations to be as absolutely user-friendly as possible for the dentists and the assistants that are going to use the platform. 

Howard: And this dashboard shows up on your front desk computer. When this goes down, how does the software get into my computer? How does that all work? 

Matt: Yeah, so it depends on the individual integration. If they're in the Cloud the two software's have API language that they use to talk to each other. If they're server based then we install a piece of software on your server.

Howard: But how do you install it? You mail it to them or you download it?

Matt: No, it's downloaded off the web. Yes, they get a username and password into our software so they go to our website, they log in and there's a quick download link. We typically will be on the phone with them and do a screen share and help them do the installation to make sure everything's perfect. We have tons of monitoring to make sure that the software doesn't stop sending reviews. That's a big problem out there with a lot of software's is they'll just stop working and nobody monitors it. The dentist doesn't monitor it, the software company doesn't monitor it and so yeah, we'll give you notices. We'll get notices and we'll get in there and fix it for you if your server crashes or stops our software from running 

Matt: And back to market share, what percent of dentists are actually on the Cloud versus still have their own server?

Matt: I don't think it's a huge percentage. 

Howard: What would you guess?

Matt: I would guess 15%/20%.

Howard: And where is your prediction of that ten years from now? 

Matt: Ten years, 80%, fifteen years...

Howard: Really, because I think one the things people don't realize in investing is that Facebook and Google they make all their money from one thing, selling ads, interruption ads. They're ad companies, whereas, Amazon, their money comes from two sources. Half of it is Cloud storage and half of it is all you buying fifty million different things online and if you look at that number of their Cloud storage. And then Microsoft was actually in the last bubble, clear back from '93 to 2000, whereas Microsoft, Intel, Dell and Cisco, and now they're into the next bubble where it's Fang, Facebook, Apple, Amazon, Netflix, Google, and so this Cloud storage is really starting to take off and you just said that you thought that dentistry is going to go from 15% to 80% in the next ten years. You stand by that prediction?

Matt: I do.

Howard: Why?

Matt: So the bottom line is IT guys are expensive and having servers is expensive and...

Howard: Hacking?

Matt: Hacking is an issue. Security is an issue. I mean honestly most of the software's aren't very secure so if somebody gets on your server they're going to get everything.

Howard: Right.

Matt: So at the end of the day software is a service where people are monitoring it for you. They're keeping everything and they're able to leverage. They get big, big servers so they can have a hundred guys on one server or whatever it may be however they manage their various solutions. And you can access it from anywhere. The Internet is still a baby. A funny fact, my oldest son who is nineteen now was born on September fourth, 1998, which is the day that Google Incorporated and got their first round of funding. So I mean Google's a teenager, Google's a baby. At the end...

Howard: Do wish you would have taken all the money you put in that baby and bought Google stock?

Matt: Oh yeah, we'd be having a different conversation. But the bottom line is the internet and the leverage available is tremendous. I don't know if you've seen or had access yet to YouTube TV. YouTube TV is a new version of YouTube that is basically going to destroy cable companies. 

Howard: Right, right. 

Matt: Cable companies were charging me $120 a month. I switched to YouTube TV, same amount of channels $35 a month. I've got no equipment. Everything's in the Cloud. I can access it on my computer, my phone, my iPad, my Apple TV from anywhere in the world. 

Howard: I hear a patient every single week say they canceled either their landline phone or their cable and the landline phone is all the same reason. All my messages were telemarketers. So I'd have to come home every day and delete seven messages from telemarketers and yeah, so well cable television it's already destroyed for under fifty. The only people still on it are grandmas and grandpas from fifty onward. Yeah, it's going to get pigs to the slaughter. Your boy is born on 9/4/98, my boy is born on 9/11/89. I got to tell you my nine eleven story that was so shocking on 9:11 and it's the very next day we're having dinner and poor Eric starts to cry during dinner. I'm like, Eric, Eric, Eric boy what's wrong, what? I couldn’t figure out what’s wrong and he goes, "We never celebrated my birthday." It was just such a traumatic day the last thing anybody remembered was it was Eric's birthday. But on that note I want to tell you seriously, Matt, this is huge. The reason I had you come on the show is because online reputation management, social capital, again, I'll just finish with this. When I buy an iPhone I know what the hell it is. When I buy Asics tennis shoes I know what it is. When I go buy bottled water I know what it is, but when I walk into a place because my engine lights on and he says I need a whole new transmission. That's not transparent. I need trust. I want social capital. Before someone walks in there and some dentist says you have four cavities. How the hell do I know if I have four cavities? I grew up with five sisters playing Barbie dolls till I was twelve. I never changed the oil. I don't know what a spark plug looks like and I don't ever hear anything wrong with my engine because I'm jamming out. But when that engine light goes and I take it out and I'm humbled because whatever this kid tells me, I mean he's got a suit on. He's got a deal and you just think, well this is the company that sold me the car. I trust him and you feel vulnerable because I don't want to trust you. Whenever you're selling the invisible, you need a lot of online reputation management. You need a bunch of monkeys in the village say, “yeah, that's a good guy. Go over there.” So that's why I had Matt come on the show. Matt, thank you so much for giving my homies an hour of your time. I'm begging you to go on Dentaltown, search patient reviews, start answering those questions. 

Matt: Absolutely.

Howard: And thank you so much for coming on the show. I hope you have a rocking hot day. 

Matt: Thank you. I appreciate you having me.

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