Behind the Braces: Balancing Clinical, Marketing, and Patient Care

Lacie Ellis: [: 00:00:00

Welcome to Practice Talk, brought to you by People in Practice. where we specialize in digital marketing, website development, SEO, and so much more. Joining us on the podcast today is Christy, an incredible professional with a unique journey into the dental field. Christy was hired at star orthodontics to train as a dental assistant, but quickly transitioned into a treatment coordinator role within two months.

her a standout in the field [: 00:01:00

Welcome Christy.

Christi Hubert: Thank you. Thank you. I appreciate being here.

Lacie Ellis: Well, we appreciate you taking the time. I know it's also a holiday week when we're filming this. So, uh, also a big thanks for you coming in on a holiday week and chatting with us. So my heartfelt thank you.

Christi Hubert: Absolutely. It's my pleasure.

Lacie Ellis: Excellent.

So just as a quick reminder to our listeners, you don't need to worry about taking any notes today. We will put together a printable that you will be able to download for free from our website with the details of today's discussion. All right, Christy, let's dig in. So I know that many team members in an orthodontic or even a dental practice wear many hats and manage many roles.

So how do you manage those responsibilities?

Dr. Robertson at all times, [: 00:02:00

Anything going on inside the office that concerns a patient always comes first for me. So I really kind of have to look at my calendar for marketing at a glance for the entire month. Um, less that you get those calendars to me so early the previous month so that I can go over those with my girls on my committee.

Um, but that, that definitely helps me a lot, you know, having that done a little bit earlier because I'm, One of those that I like to, uh, I like to plan ahead and I hate to procrastinate. So you'll notice that I get a lot of content to you very early, but because I am like, okay, I have time right now. What five things can I knock out right now?

Why I don't have a patient. So it's just trying to make sure that I already know, and I have my calendar in front of me on my desk at all times. And I mark things done and I have to make sure it's in my eyesight. Anytime I sit down. So I remember, okay, what content do I need to get today? What am I behind on?

Lacie Ellis: I love [: 00:03:00

So it doesn't stress you out, but you're just that kind of person where you're like, okay, what's next? What can I get done? And that really makes you great at that. Um, you know, and having experienced for myself, The office I worked in the longest, I really did, you know, I worked in the lab. [00:04:00] Sometimes I, uh, was the treatment coordinator, the marketing coordinator helped at the front desk when needed.

So we just all jump in. That's what makes good team members is we jump in when needed. But what I really found helpful for me is blocking out that time. Um, so instead of like, let's just fit in marketing where we can, I really do recommend that practices take like this, uh, our chunk of time is my time to work on marketing and, um, be able to take one hat off and put the other one on fully.

Um, I do think that that helps you kind of settle and feel good about that role. Now, is that always, uh, are we able to always do that in a perfect world? Yes. In the real world? No. So I do know that some of this is just like we get to it when we can and we know it's on the list, but I do think it's helpful.

We can block out time for these specific roles that we have.

ave with you, then the girls [: 00:05:00

Um, and then who's going to be assigned to certain things and make sure that I hold them accountable. Okay, I'm going to need this. Okay. By next week, because I need to get it to Lacey, but in time to get her to be able to have time to post it. So it needs to be to me by this time. So we go over the entire calendar at a glance and make sure we look at that, discuss any kind of issues that we have with maybe them not getting enough time while they're on the clock, because I do like to make sure that they're on the clock to do most of what they do.

Some of the stuff we do at home. To make it a little bit more realistic, but, um, yeah, I do like to try to make sure that they're taking care of

Lacie Ellis: well. And I love, um, you know, in particular with how you collaborate with your team. That really leads me into my next question because, um, I've seen this kind of happen in the way you collaborate.

So, [: 00:06:00

Christi Hubert: I don't know that it's seamless. It may seem that way, but for me, I feel, uh, I feel pulled all the time in so many different directions, but with the girls, I try to make sure that they don't feel that stress for me.

It's kind of like when you're a parent, you don't want your kids to feel the financial stress that you're actually having on the inside. So you internalize everything and you just let them know it's all okay. It's all it's doing great. We're all doing great. And so I do the same thing with them, you know, I catch them and they look like they're having a hard day.

So I'm like, Hey, you're doing amazing. And that video you sent me was absolutely killer. Like I really enjoyed it. You were so cute and it automatically lifts them up. So then by the time we have our meeting. They're so engaged with me. I know with the zoom calls, they're like out of it because they're like these numbers and stuff like that.

at they're wanting to listen [: 00:07:00

And I think a lot of that is because I've put, I've let go of the control and that's hard for me because I hate to not have my deadlines met way early. And so I have to kind of release a little bit to them so they feel more empowered, but I've noticed the more I encourage them, the more I praise them for what they do, the more I go and ask them different.

Hey, what do you think about this? Or I show them the videos. What do you think? Should I do this differently that I make? It makes them feel valued and appreciated.

y. I, I mean, uh, I think in [: 00:08:00

And I think it's just all about that communication, like communicating about what you're hoping to accomplish and what your goals are. And I've just really learned that, um. I have to kind of let go of the background chatter of what other team members are saying as far as like, she's always on her phone.

I'm like, yeah, but I'm creating content. Like that's my job, but you kind of have to let go some of the background chatter, embrace your role, and then communicate well with your team, which I think you really, you really in particular do great at is that you guys do work together as a team. It's not just Christy's doing all the social it's.

k. And just like you said, a [: 00:09:00

So you're not necessarily like a content creator. You're probably a chair site assistant who gets to create content on the side. And can we all have fun with that and make it exciting and make it engaging so that our patients want to play with us and so that we can show the personality of the practice, which you guys do.

In particular, really nail like that fun and personality that you have. And that's what patients want to see or potential patients want to see. They want to see that you play together and that you're real people. And that, you know, when Dr. Robertson was shoving like the cookies in her mouth, um, Christmas cookies in her mouth, like just that playfulness, it really comes through your content.

hat you guys provide to your [: 00:10:00

And I think that really, um, that really makes a difference.

Christi Hubert: You know, the, the entire team, even the girls that, because we've got a pretty big practice, but the entire team gets so excited when they see Dr. Robertson doing the videos and then I can go through and they're like, let me see the video. Let me see the video.

What did you finish it? Let me, and it gets them more involved and they get so excited about it. That honestly, that was probably one of the best things that ever happened was us really just allowing her to be who she is on camera because everybody that knows or know she's that way, but getting that out there to people that we're trying to reach to bring new people into the practice that don't know her so that hopefully they do feel more comfortable with her when they walk in.

s well, just scared to death [: 00:11:00

Lacie Ellis: She does. Yeah. It's just the playfulness. It's just so fun. And like I said, it really translates. Uh, I know that it's not just in the videos that you guys are actually like this when people come to the practice and that just makes it Even better. Um, so when it comes to your marketing role, how do you get the rest of the team engaged, especially with social?

I know you said like, uh, giving them a little bit of control and maybe giving them some responsibility in it. But how do you keep them kind of engaged and excited and motivated to help you with it?

way that I was designed, you [: 00:12:00

Everybody does mine. I think, honestly, you know, you always want to have something outrageous, like, Oh, you know, I'm this musician. I'm an artist. I were super smart. You know, I'm a scientist and all these different mine has never been anything that you could really pinpoint like that, or that you could learn, um, in school, I believe your gifts are something that just comes natural to you.

And it's what you are. So love and encouragement have always just come naturally. So it's never fake. I don't feel like, um, I'm feeling somebody full of a whole bunch of, you know, mess and just try to puff them up or anything. So I use my gifts to bring out their gifts. You know, if I see like Sierra, I'm just going to name her.

it's good enough. I'm like, [: 00:13:00

You were just the cutest thing. Like, I love seeing your face. I like seeing you and I don't want it to be me on social media. I want to see your face. Well, that makes her even more inclined. She just wants to do more. What else can I do to help? What else can I do? Same thing with the other girls. You know, I really love your ideas.

Your ideas are always so unique. I love when you come to me with your ideas. So anytime you're thinking about, so then they're just bombarding me with ideas. So it's something that's sincere, you know, but you really have to look for the strengths and other people because you can't be everything. And I'm, I'm going to be a thousand percent honest with you.

I'm the worst when it comes to technology and social media. You should have seen me asking the rules. I'm like, how do I even make a video? What do I do with Tik TOK? I've never been on there before. How do you get on it? Like, what do you do? And these girls trying to teach me how to use this stuff. I'm the last person.

I'm the last person that has [: 00:14:00

So this is just as new to me as it is to, you know, anybody else. And you just kind of have to, I rely on my young girls that are familiar with social media. So she needed somebody that was actually going to be mature enough to keep all the cats herded, but I need the cats. Doesn't know what to do. They teach me everything.

Lacie Ellis: Well, um, What I can say is I've worked with a lot of team members throughout my years of consulting and working in practices. And you truly do have a gift of making people feel warm and seen just even through, you know, our time together working. I'm always excited when I get a text message from you and it's just positive and encouraging.

That really is [: 00:15:00

And I think that's what in particular makes you really special at what you do is you really do, you want your office and your team to shine. You don't need to be the spotlight of that. You don't, you don't need to be the center. You just want to make sure all those boxes are checked and that everybody feels good.

So I, you're very, uh, the compassion that you have for people really, really shines through. And so, um, that was in particular, one of the many things that I love about you, but. Yes, you check the boxes and you get the things done and you get me the content and like you're, um, very professional, but it's all, it's that warmth and you're very kind and you're very warm.

nd I just think we've got to [: 00:16:00

But you can't teach somebody to care the way that you care. And I think that's why your team is so engaged. You know, I hear. all the time from practices. Oh, but our team doesn't want to be on social. Oh, they really don't want their faces on there. Okay, great. Have them hold the camera and take the video for the person who will like, you can still involve people without taking somebody out of their comfort zone.

Also, you can push somebody maybe outside of that comfort zone a little bit, and maybe they'll find a skill that they didn't know they had previously. Um, cause I will tell you. I've said it before on this podcast when Leon and Amy were like, let's have you host a podcast. I'm like, worst idea ever.

ut we'll make it really fun. [: 00:17:00

And I can be like, Oh, I really enjoy this because I get to talk to people like you. And I get to tell, help you tell the story of your practice. And you tell the story of. You know what it means to be a team member in a practice. I just don't think people understand that you're not just making teeth straight.

Like you are making an impact on not just your team members lives, but the patients that walk in the door. And so there's just so many facets that I've learned throughout this process and working with people and you just embody so much of that. So thank you for being willing to share that and for showing that that warmth can help your team also stay engaged.

I just, I think you're. Absolutely. Fantastic.

ubert: That's a lot of sweet [: 00:18:00

Lacie Ellis: Well, all very true. We'd like to get questions or comments from our listeners and our people in practice clients about our topic. So let's listen to our first

Guest Question 1: question. Our doctor doesn't see the value in our social media efforts, but our team has so much fun creating the content.

How can I help my doctor to see the value?

Christi Hubert: Well, I think what helped with, uh, us getting Dr. Robertson to see a lot of the value because she doesn't even have social media. So she wants us to do all this stuff, but she didn't really, it's not so much that she didn't believe in it. She didn't understand it.

And so she was like, well, just do this and do that and tell me whatever you need. And she was just taking pictures at first with the patients. You know, let's get a picture. Dr. Robertson with a D band, let's get a picture. Okay. Okay. Well, then we had one video that we made with the tour of the office where she, that was her first one that she was in and she was stealing the cookies.

And after that, [: 00:19:00

And I want you to get a video of all my Christmas decorations. And then you come in here and I'm going to be the cookie monster from now on all the videos. And it was her idea for that video. That was all her creative. So I just let her, okay, whatever you want. You tell me what kind of video you want to make and I'll make it happen.

So now she's so involved in it. She focuses so much on marketing. That the clinic director has to tell her, Dr. Robertson, I need you out here.

y in your office. Oh, um, so [: 00:20:00

And like, it was so funny. And I'm like, it has nothing to do with ortho. What it has to do with is who you guys are as people. And that's really magic. Um, and I know we've talked about this before, but just for our listeners sake, you know what people in practice, we really believe in a holistic marketing approach.

So we really believe that when somebody is making a decision for a healthcare, you know, practitioner, a doctor, specifically a doctor who's going to have their fingers in your mouth or your child's mouth, that people do their homework. So I really do believe they, you know, they do their homework in whatever sphere and realm is comfortable for them.

o read your reviews. They go [: 00:21:00

That's maybe different than the person down the street. Um, so we feel like, you know, it makes our job as marketers a little bit harder because we can't say, Oh, okay, They saw this ad and took this action because I just don't think that's how it typically works in healthcare. I think they see, they touch, they ask, um, and they go on this journey.

ask moms in that group, um, [: 00:22:00

And I said, you might not, but your neighbor next door might. And so we just want to be there where we can to have those positive influences on people, because. You know, um, maybe they don't have a church group that they can go to and ask all the ladies in their church group. You know, that's not everybody's experience.

So, um, I think the way you guys have done it as in you jump in, you try it, you figure out the thing, you figure out what makes people laugh. And then. Yeah. You figure out what shows like who you really are, and then you've really leaned into that. And I think, I mean, that's really helped in the success of the practice is you guys being vulnerable enough to put yourselves out there.

So I applaud you on that. Thank you. Absolutely. All right, let's listen to our next question.

Guest Question 2: What strategies or tools have you found effective for promoting your practice or also staying true to its values?

very family oriented person, [: 00:23:00

So her family is everything to her, but she also loves to have fun. Like she, she is a jokester. You never know sometimes what's going to come out of her mouth. It's almost like your youngest child where you're ready just to cover their mouth at any time. You're like, wait. One of those things where we just really had to, uh, we had to make sure we still allowed her to naturally be who she was.

Um, and still at the same time, because I see a lot of things, a lot of the girls are like, well, why can't we do something like this? And they'll see something on social media or take talk. And why can't we be funny like this? I'm like, that's just, I agree. It's funny and I love it and I would do something like that, but that's not her.

t of it is basically getting [: 00:24:00

Hey, she needs cookies and she needs them. Now go find Christmas cookies and it's not even Thanksgiving yet. And we got to find Christmas cookies. And she's like, okay, I'm on it, you know, and then getting my other girls involved. Okay. This is what she's wanting to do. I need you to do this. Do this, get in the front desk.

Okay. Dr. Robertson wants this. So you're going to have to put your smiles on, get your Santa hats on. Yes, ma'am. We'll do it. Anything for Dr. Robertson, you know, and we're blessed enough to actually have a doctor that is so good to her employees. And her employees will go out of their way to do something.

I have worked for plenty of [: 00:25:00

And came to be an orthodontist and you would never know that she graduated top of her class, that she was valedictorian, because she's so down to earth. You think you're just talking to somebody's grandma, you know, and she's just so warm and welcoming that that's the people she likes to bring into the practice warm and welcoming.

That's the The tone she likes to set.

Lacie Ellis: Well, I have a lot of doctors ask me, they're like, how do you get higher people that care as much as you do as the doctor? I'm like, you care about them. That's how you get them to care. Like the doctor that I worked for the longest, I've said it before. I would have put a fricking cot in the back office of that, you know, I would have slept there if it meant helping the practice succeed because, and that didn't change how much I made or anything.

this was our baby. Like this [: 00:26:00

And so we're going to, we're going to tackle this together. And we just all felt. That, like I said, that ownership to the practice. And I know for me now that I've kind of transitioned into a different role with practices, um, at people in practice and with the rest of the team, our team at people in practice, we take a lot of time.

And I know you kind of experienced this when we first started together, but we really get to know the practice. We develop that core messaging and that core team. A story that really supports who the practice truly is and the voice of the practice. And then we use that messaging throughout social media, throughout your website, throughout your ad campaigns, because that's like our North star.

ards is, um, these messages. [: 00:27:00

She's creates it to feel like a home for your patients. And you guys have this huge, big, beautiful building. It looks like a freaking shopping mall. It's gigantic. Um, but it feels like home. And I can tell that, um, because people are always look very comfortable and relaxed. It doesn't feel weird. Corporate because it's not, you know,

Christi Hubert: so at home, I don't know for sure if it's just a corpus thing, but I mean, you'll walk out in the clinic and people have their shoes kicked off.

nt there and water. And they [: 00:28:00

They can use whatever the bathroom they want. They can go anywhere they want. You know, that's the way I want people to fill up my practice. So she's very. Direct as far as the meetings that we have, and we're talking about things. This is how I want my patients to feel. So even when COVID was happening, there were certain things that she just was not willing to bend on, you know, when we were, she had a couple of, uh, germaphobes that work here at the office that were just like, well, we don't feel comfortable with the patients using the bathrooms that are back here.

ractice. So they're going to [: 00:29:00

And she was very direct about it. So there are some things where she's like the bubbly and warm, but when she really believes in something and treating people a certain way, that is something that she will not bend on. They're going to get treated this way and we're going to treat them good, no matter what, and I don't care how much it costs, but they're going to get this treatment.

And I love that about her.

Lacie Ellis: I love that too. I really do. So with your, uh, over 11 plus years in the industry, um, what has really kept you motivated and engaged in such a dynamic environment? What keeps you going?

Christi Hubert: You know, I have to be honest. Um, I start every single day with a sermon every day. Cause I have to, I think everybody has to find something that they're grounded in, that grounds them, that you have to protect your, your best employees.

est employees, everybody got [: 00:30:00

They knew what to expect. Um, so if I just said, well, you know, I love where I work and I do. And that was my motivation. What happens whenever it's no longer, what, what happens if it's not her practice, if one day she decides to sell. So your motivation has to be something grounded in, I believe something that can't be affected by people or circumstances or situations, because all that stuff can change like that.

on't rely on that to make me [: 00:31:00

I come in the same every single day and I try to stay consistent, consistently that way. Sometimes I have to go in the bathroom and take a breath, but you know, we all get overwhelmed with different stuff that goes on through life. You know, if luckily you get to work from home, you But I say, luckily, and you're thinking, Jesus, I just want to get out of this house sometimes like I, I work, I eat, I live, I breathe here.

I need to get away.

Lacie Ellis: Yeah, I am. You know, when I, when I worked in the office, I always had this, uh, feeling of like, I know that I am making a positive impact on people's days and people's lives. And like, that's really what kept me going. But I can tell you. Um, I wasn't working in practice anymore when my son went through his Invisalign treatment.

pt me always going was like, [: 00:32:00

You know? Um, you're really putting your stamp of your work of excellence on every smile that leaves that practice. And when you can embrace that part of what you're doing and not just see it as, I'm changing a wire, I'm changing ties. Where are we at with elastics? You know, how's the oral hygiene? Yes. All of that's important, but the bigger picture of it is you are giving somebody something that they're going to take with them.

Always, you know, um, and it, it really hit me as a mom when I was, saw my kid get his, you know, Invisalign off and everything, all the attachments off. And I thought, oh my gosh, this is the smile he'll have when he graduates. This is the smile he'll have when, please let it be in a long while, but hold up his baby, you know, um, and, and, or gets married or like that's that smile.

Um, [: 00:33:00

Um, even if it was just something very, very small and, um, I hope that I did that and I hope that I can continue to do that with my interactions. But I think anybody that's feeling stale in any job. I think you have to take it back to that grounding. Just like you said, find your why. Um, find, find the bigger reason for why you're doing something and then really lean into that because I can tell what a difference it makes for you as a person and as a manager and as a, as a team member in the practice.

ople who. lose sight of that [: 00:34:00

So I just think you have to find that bigger. Why? So. Thank you for sharing. So my last question is, what would you say to someone who is interested in pursuing, you know, a multifaceted role like yours in dentistry or orthodontics?

Christi Hubert: Be ready to fail. Be ready to fail. Be ready for, uh, Being uncomfortable and feeling like you're ill equipped for the job because it's usually when they're asking you to do something, it's not what you're wanting to do.

rtson came back with, I want [: 00:35:00

I want you to do this. I want more content. I want you to focus. More on marketing. I was thinking that doesn't have anything to do with being a general assistant. You know, uh, you're picking the wrong girl. Don't you have a marketing person for this? It's not me. Um, and she was pretty dead set on that. And it's kind of hard to tell somebody that you love.

No. You know, so I was like, okay, I'll do it. And yeah, it was really, I felt like I sucked at it. I don't know if I can say that or not, but I did. I felt, but now I feel really good. And the more I learn in anything in life, the more empowered you feel. You know, and, you know, you have growth and I love growth in any area of life.

ng thing because I was like, [: 00:36:00

And that was one of these things where I just was like, I am not comfortable doing this, so that probably means I really need to, Because I don't know how to do it. So it's time for me to learn something new. So, yeah, I think that was, that would be the, the one thing I would tell somebody is, is be ready to feel uncomfortable, but that discomfort is actually going to serve you well and growing in an area that maybe you never thought you'd be able to, to really excel in.

Lacie Ellis: Yeah. Um, I heard something once, I can't remember the exact quote, but it was something about like the emotions that your body feels, like if you really break it down when you're excited. Or when you're terrified, maybe not terrified or like uncomfortable or like a little scared. Um, they're very close to the, you know, your heart's racing.

that excited or am I scared? [: 00:37:00

Like, if you're not gonna taste your coffee when you're drinking it in the morning, like, what's like, I take a minute and smell it and taste it. Like I'm trying to be very intentional with stretching after I work out and things like that. Like I think you have to stop. I think you have to feel. I think even if you're feeling uncomfortable, why, why do I feel uncomfortable?

kay, uh, with not getting it [: 00:38:00

Um, And maybe you're never going to be perfect at it. But I think that like striving, um, and then I think you have to fall in love with your industry, like whatever it is. I think you've got to fall in love with it a little bit. And like, do you love something about this? Cause if it's just about coming in and getting a paycheck, there are a lot of other places you can go to do that where maybe you don't have to interact with people.

If you don't like people, this might not be your jam, you know, like If you want to, if you want to work on data entry and spreadsheets, so you don't have to talk to another person. Okay. There, there are tons of jobs out there for you. But if you, if you love interacting with people, if you want to have a positive impact on people, if you want to be part of a team specifically, um, all of these things, I just think you, you You would be really well served to understand what it is that you want to get out of your life.

ttle shooting star of a life [: 00:39:00

Robertson said, Hey, I think you'd be a great leader in this space. And then you're like, great, let's figure it out. Let's figure out how to do it. Girls show me what, how do you log into Tik TOK? How do I download this app? Like, and you have to get curious and you had to be willing to make some mistakes and be like, Hey, okay.

Did not go as planned. Let's, uh, try it again tomorrow in a different way. And so, um, yeah, I just, your, your insights on things are so on point and I just, you know, I really appreciate that you took the time to chat with me today and that you're open and vulnerable, um, with who you are and your insights are just super valuable.

So thank you so [: 00:40:00

Christi Hubert: Lily, I could spend all day talking to you. We'll have to do it off the podcast. One of these days. Absolutely. Anytime, anytime.

Lacie Ellis: It's too early. Remember, we have a little time difference, not too bad. Um, so thank you again. I really hope that you enjoyed this conversation today as much as I did.

Thank you for your time and for sharing your valuable insights. Christy, you are a true. Jim, you are one of a kind. Um, I, I don't get to work with as many teams as yours that are so lovely. And I tell you guys this every time we're done with a meeting that it's just always such a joy to meet with you and, and your team and who you guys are.

So thank you. Thank you for providing that.

Christi Hubert: All those things. We appreciate it.

in an office and sit in the [: 00:41:00

We'd love to hear from you for topic or guest recommendations as well as your questions or comments about things that you are dealing with in your practice. So send us your questions and practice talk. com. Please subscribe and share this episode with your friends and family that might find these conversations helpful and or interesting.

And don't forget to listen to our original podcast called the golden age of orthodontics hosted by the founders of people in practice, Dr. Leon Klumpner and Amy Epstein. Until next time, thank you for joining us on practice talk, where your voice is heard. Has value. Thank you for listening to the Practice Talk podcast.

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