In this week’s solo episode, Prav talks about one of his favourite topics: Context and congruency in marketing.
Using real-life examples from his open practices, he explains why establishing context and congruency matter throughout the patient journey should be a priority.
He also dispenses actionable advice on how teams can use this powerful marketing hack to improve conversions and enhance the patient experience.
“It’s all about communication that has context, and that is congruent with previous conversations.” – Prav Solanki
In This Episode
00.22 – An everyday example
04-56 – Stepping into patients’ shoes
14.57 – From online to real life
27.07 – Why it matters
Prav Solanki is a healthcare entrepreneur, marketer, dental practice owner and host of the Dental Leaders podcast. To ask Prav a question about context and congruency or other aspects of practice marketing growth, visit www.prav.com.
[00:00:05] This is Dental Leaders, the podcast where you get to go one on one with emerging leaders in dentistry. Your hosts Payman Langroudi and Prav Solanki,
[00:00:22] Welcome to the Dental Leaders podcast, today is going to be a solo episode just myself talking about the topic of contextual, congruent see what it means, how it applies in everyday life business and why I truly believe is the is the essence of success in our businesses. It’s a topic that I’m passionate about. It’s a topic or a subject matter that I coach a lot of my clients of. It’s a subject matter that I seem to be having conversations with sales teams, my own sales teams and those that I’m working with every single day. And what does it mean? So contextual congruence? It’s all about communication that has context and that is congruent with previous conversations. So it’s about communication that’s easy to understand, and it’s the easiest way for me to describe it. And I’m going to follow it up with some examples and how it applies to sales and marketing in dentistry, but for just take everyday life. You know, I was sat here in my office where I’m recording this podcast now, and I was deep in some work. I was putting together a flowchart for the strategy of the exit of a dental practise. And as I was doing that, there was loads of things I was thinking about, which was finance, sales, marketing, you know, people hate chat, et cetera, et cetera. And my wife burst into the office and says to me, So what did she say? Noah painted the picture of where I am right now, and I’m definitely not in that conversation, so I look up, and the first thing that goes through to my mind is give us a clue.
[00:02:04] What did you say about what and when? Notice there was no context there, apart from the fact that she’s talking about a female and she’s asking about what she said. So I asked those questions What what? What are you talking about? Who are you talking about? Our daughter, of course, because earlier that day, my daughter had had a bike stolen at university. She was upset. She rang me. We had a conversation. We said we were going to sort it out and that was the end of that story. I haven’t spoken to my wife since then. She knew I was speaking to my daughter. So the context in her head was very much revolving around the conversation that I had with my daughter. I was in a different world. The had she walks into the office and said. Excuse me, Prav. She’s never going to say my wife’s never going to say, excuse me, Prav, who am I trying to kid? But if she walks into my office and just said, So what happened with Simone’s bike? Is she OK? Then I’ll be able to fulfil that conversation and to be congruent and context to it. Let’s say context in a different manner, we can say the same word in different ways, and it can mean completely different things.
[00:03:24] So let’s take bollocks, for example. I could be I could be referring to my anatomy. I could equally be saying, Oh dear, I’ve just messed up. I could be saying to somebody, You’re telling lies. Have you noticed all the context of just that? One word can mean several different things. And so why is it in our everyday communications with patients, with our team members when we’re talking about finance strategy, whatever that is, that, you know, the difference elements of running your business? Why is it that we don’t always communicate with context and we expect the people that we’re communicating with to be mind readers, we send emails with subject lines that are totally unrelated to the topic that you’re conversing with. You know, I always make a habit of if I’m sending an email to somebody, I always make sure it’s been a rule that I’ve set in place. Always make sure that the subject line is relevant to what I’m talking about, or I’ll change the subject line if I’m continuing a thread. Why is it that we burst into a middle of a conversation when we blurt out what’s going on in our head and expects that person to be in the zone and for that message to be totally congruent with what’s in your head? And I think a lot of this relates to sales and marketing. So let me paint a picture for you.
[00:04:56] Let’s imagine that I’m a patient and I’m going to I’m going to step into this patient shoes and describe the problem that they’re experienced and what I what I try and say to my clients or coach my clients around this whatever scenario you find yourself in. Step into that person’s shoes. So if you’ve got an issue that you want to discuss with a nurse, with an associate, with a team member, whether it’s a difficult conversation you want to have or whether it’s just a normal conversation, just take a step back step into that person’s shoes, map out the situation, and I promise you that the conversation that you have with them will be completely different to the reactive nature of what’s about to come out of your mouth. So I’m this patient, I digress, I’m this patient, I’m a prospective patient, I’m not a patient yet, right? So let’s just map this story about out about Prav, a 70 year old loose Dental euro. I’ve been wearing the same set of dentures for 15 years. Every morning, when I wake up, I whack some glue on them. I pop them in and I pray they’re going to stick in place. I hope that nobody notices my false or fake teeth, even though they look terrible. I walk around with my hand over my mouth. A dream about the possibility of tucking into. An apple. Also to food or a crusty bigot, and I know that’s not happened for a long time, and it’s unlikely to happen any time soon.
[00:06:39] So I blend most of my food. I chop a lot of it up into small pieces, and I definitely turn down every single invite to a social event through fear of my Dental slipping out. I’ve got a tube of Dental glue that I carry with me wherever I go in my glove box, in my side compartment just in case of an emergency. And every time somebody is having a conversation with me, I’m talking to myself and I’m thinking, are they looking at my dentures? What do they think about my dentures? Are they turned off by my dentures? And it is a constant in every single thought process and it creates anxiety. I lack self-confidence, and I just become essentially a social recluse. I end up avoiding situations. I say no to family parties. Have you got the picture? Do you know where I am right now? So we’ve painted that picture and we’ve stepped into Prav shoes. The loose denture wearer who’s not got a great life and it’s consumed around these loose dentures that is fearful of slipping out and its impact in his self-image. And one day Prav is scrolling through Facebook and on this feed, there’s a ray of sunshine that pops out of there. And somehow, by magic, Facebook have figured out that I’m a loose denture wearer because they know more about me than everyone else, and they’ve been spying on my conversations and through their algorithm, they’ve figured out that I’m down on my luck with my loose dentures.
[00:08:22] And this advert pops up and it says attention. Denture wearers, the Dental Sweet are offering complimentary consultations with Dr. Bahagi. Implant surgeon with over twenty five years experience in helping loose denture wearers transform their smiles, giving them the ability to bite into an apple again, enjoy life to the full with confidence. In the space of a couple of appointments, Dr. Bihari. Complaisant implants in your mouth and secure a solid set of fixed teeth in place, you can throw the denture glue away and not have to worry about that and live your best life. Dr. Behera has got over three hundred positive five star Google reviews from denture patients whose lives he’s transformed and is healing, and he is incredibly. Gentle and an expert with phobic nervous patients. Book your complimentary consultation today by clicking the Apply Now button below. So you got the picture this Prav, he’s down on his look and look, I’m going to be repeating this process all the way through. I know it sounds obvious, but it will make sense when we get to the end. So this Prav, he’s down on his luck. Is this loose denture wearer with all these problems? And he’s just seen a ray of sunshine on his phone, so he clicks the apply now button. What happens next? He gets directed to the home page of a website, and that website says the Dental Suite, we transform Smales.
[00:10:11] Here are some testimonials. Here’s our mission statement and this is everything about us. There’s a phone number at the top and these testimonials from patients who’ve had Invisalign and cosmetic bonding and blah blah blah. What’s just happened? I’ll tell you what’s just happened. You’ve lost me. You’ve lost that patient because when I clicked on that button, I wanted to do a few things. The first thing that I wanted to do was claim my free consultation. The second thing I wanted to do is learn about how you can help me. Changed my life through implant dentistry. And the third thing I wanted to do is meet my hero, Dr. Bahari, who’s got 25 years of experience and 300 Google reviews, and he’s really good with general patients. But the message got lost because you sent me to a page about your clinic that is not congruent with the marketing message. So what’s the alternative that we click on the Apply Now button and you send me to a page and that page has a picture of my saviour there, Dr. Bahari. And it says twenty five plus years experience in transforming the lives of Dental wear loose denture wearers. Below, there’s a graphic that says 300 plus five star Google reviews, and there’s half a dozen of the positive Google reviews. And every single one of those Google reviews refers to something like denture glue ditching my old dentures.
[00:11:44] I’ve got a perfect new set of teeth now I can finally buy into an apple. After 20 years, Dr. Bajaria was so gentle. It was worth every penny. There’s a concept form at the top of that page that says, Meet Dr. Bahala today and claim your free consultation invited me to input my name, my email address, my mobile number, and maybe give them a little bit more information about what it is that I’m looking for. Can you say how just having that one step thought through in terms of context and congruence, we can have a massive impact on the success of your marketing campaigns. Now, often the marketing message that somebody clicks on and where they go to next are not 100 percent congruent. The match of that congruence makes a massive difference in me as a potential patient willing to hand over my personal details of my contact information. Seeing that social proof on that landing page that. Alludes to the fact that you’ve got the reviews and things like that photographs before enough, there’s video testimonials. Let’s go back to the story. So I click. I fill out the form, I hand over my personal details and I click send and automagically my personal details now end up in the inbox of your reception team sales team TKO, whoever’s going to get that next and we’re going to go and move over to that story in a second.
[00:13:30] But as I click that button, it takes me to a London a thank you page. And that thank you post says thank you for your enquiry, a member of our team will be in touch shortly. Perfectly normal. Absolutely fine. How could we elevate that experience for me to make sure that communication is contextually congruent? Well, we could show a message on that page that says thank you for your enquiry. You have now taken the first step to getting rid of your loose dentures and having a perfectly beautiful, solid set of teeth where you can finally eat the foods you once enjoyed. Instead of a member of our team will be in touch with, you know, the team member, Becky will call you shortly to book your complimentary consultation with Dr. Bihari. In the meantime, feel free to read. Some of our Google reviews and watch our testimonial videos below. Can you see what’s just happened there? The message on the landing page? The Thank You page, the advert are all completely congruent. You have kept me 100 percent engaged. So let’s take the next step of that journey. My contact details have landed in the inbox if your receptionist. So what happens next? Your receptionist says, Oh, it’s an implant enquiry. Ok, I’m going to send him an email. Fine, absolutely fine. So what is in that email? Well. It’s a template we send an implant template to our implant patients.
[00:15:24] We send an Invisalign template to our Invisalign patients and we treat everyone exactly the same. It’s a copy paste blind process where we send the same old stuff out to everyone. And the nature of that email is something like this. Hello. Thank you for enquiring about dental implants here at the Dental Suite. We offer many different types of dental implants and treatment starts from two thousand five hundred pounds. Dental implants are the perfect solution to replacing missing teeth. And if you’d like to book a free consultation, please call us back on this number and I’d be delighted to get you booked in. And it doesn’t matter whether, if got loose, dentures are missing a single tooth. I need a three to bridge or whatever it is, we’re all getting a stock answer. Guess what’s just happened? Then you’ve lost me. Because when I pressed that button, when I read that out, when I was on that landing page, when I read that thank you message, everything was about my loose dentures. Fixing that problem? Give me a solid set of implanted teeth. Having the ability to buy into and chew into that food for the first time and rejuvenating my confidence. So what do you think that email template should say? Well, first of all, I don’t think it should be a template. I think every single email should have a template basis, should be bespoke, be written for that patient.
[00:17:03] So here’s Prof. I’ve already alluded to the fact that I’ve not chewed into whatever food, I’m nervous. I’m looking forward to booking my free consultation, blah blah blah. And the email goes out and it says. Hi, Prof. Thank you so much for taking the first step towards getting rid of your loose dentures and having a permanent set of fixed teeth so that you can finally enjoy life, get your confidence back and eat the foods that you once loved. We’re really looking forward to meeting you, and Dr. Behera, who’s got over 25 years of experience, will be able to answer all your questions and give you an indication of the approximate costs investment involved at your appointment and in that email. Guess what else is in there before and after case study of a loose denture patient? Meet Sarah. Sarah suffered from loose dentures for over 15 years and after same day teeth treatment implant assisted denture treatment. Whatever it was, she’s now finally able to attend the parties that she wants avoid. She’s got a new lease of confidence, but most importantly, she can bite into crusty baguettes again. Wow. Louis just happened. The message was totally congruent, right from the ad that let a little reassurance sunshine into my life through to the landing page through so the thank you page through to the email I received. And guess what happens next? My sales team pick up the phone because they’ve got my mobile number.
[00:18:46] When they pick up that phone, it goes straight through to voicemail and they leave a message, something like this. Hi, Prav is Becky from the Dental. Sorry? I’m just calling with regards to your Dental implant enquiry. I’ll try you again in a few days time or feel free to call me back. Both phone goes down. Perfectly polite. Perfectly normal. Nothing wrong with that communication. But you’ve lost me again. There’s no congruence. See, there’s no context. In fact, the only congruence in context is your Dental implant enquiry. I’ve got loose dentures. I want to replace my loose dentures with a solid set of fixed teeth. I want to meet my hero. Dr. Behera, who has placed thousands of implants over twenty five years of experience, has got a truckload of positive Google reviews. So let’s change that conversation, and let’s make sure that we’ve got voicemail training in our practise so that every single voicemail that is left for that patient is congruent with every piece of communication they’ve had from our practise so far. So they pick up the phone and it goes a little something like this. Hi, Prav, is Becky from the Dental Suite. Thanks for enquiring about fixing your loose dentures with implanted teeth. I’ll put your name down for a free consultation with Dr. Bahari. We’ve got a limited number of slots, but I’ve reserved you one of them and I’m really looking forward to getting you booked in.
[00:20:23] I’m guessing you’re busy right now, but feel free to give me a call back on this number and we’ll get you booked in. By the way, don’t forget to visit our Facebook page where you’ll see loads of reviews or our Google go to our Google page. We see loads of reviews. Watch some of our video testimonials and take a look at the email I’ve just sent you. Speak to you soon. Bye. Ok. Context, loose dentures, the problem, the solution, the social proof has made its way from that advert to the landing page to the thank you page to the voicemail. Ok. What happens if they picked up the phone and spoke to me? Well, the concept of sales, trading and telephone training is it’s a whole nother topic in itself. But without going into the ins and outs of the questions that you ask the patients to build the rapport and what you should say on the phone and what you shouldn’t say on the phone, the conversation needs to go a little bit like the voicemail. Hi Prav, thank you for your enquiry regarding loose dentures. I can see that you’ve suffered with this problem for a long time, and I’m really sorry to hear about it. The great news is Dr. Bahari has treated hundreds of patients just like you, and I’m sure you’ve had the time to read through, you know, several of these hundreds of Google reviews from loose denture patients whose lives is transformed.
[00:21:53] We’re really looking forward to helping you like with help lots of others bite into an apple crusty bread for the first time, but more importantly, just having the confidence to live life like you deserve to. I’m going to book you in for that free consultation, so when you come and meet Dr. Bahari, you can ask him all the questions you want. You’ll get an indication of what your costs are, Payman plans and things like that. A mobile queue in the conversation was incredibly congruent. There was no beating around the we talked about the loose dentures, we talked about the social proof, we talked about Dr Behera. Yeah. And we sell in the US in every conversation that we’re having with patients or do we try and get the conversation out of the way where we pick up the phone and say, Hi, just ringing it, just ring in regards to your dental implant. All right. Ok. Just wanted a bit of information. There you go. Whoa. Where was the twenty five years experience? Where’s the conversation about Google reviews? Where’s the, you know, we are the most caring, gentle practise in the Wild West is gone. We’ve worked so hard to get there, but we don’t use it right. And so the conversation needs to be incredibly congruent. Imagine now province booked for that consultation. What happens next? I get an email in a text message saying Your appointment at the Dental Suite is on the 16th of November at 5pm.
[00:23:25] Boom, job done. Or do I get a customised email that says something along the lines of Hi Prav, we’re really looking forward to meeting you and helping you with your loose dentures? The number of solutions that Dr. Baha is going to talk to you about on the day, but here are just the main two implant assisted removal implanted dentures or fixed teeth, permanently fixed teeth. Both of them will give the ability to be able to chew into an apple bite into crusty bread and smile with unbelievably lifelike natural teeth again. If you’ve got any questions for Dr. Behera, write him down and we look forward to meeting you soon. P.s., Please watch Sara’s story before whose life was transformed with implant retained dentures and an embed of a video. The communications congruent the Martin message is congruent the conversation about the USPS are congruent. Yeah, and it’s all these little micro details and communication that make me more likely to transact with you because believe it or not. The day that Prav jumped on his phone and looked on Facebook and saw your advert, guess what Facebook did to me? They chucked me the adverts of another five clinics because had already transacted on that. Facebook knew what my behaviour was and what I was looking for. So they gave me choice and they gave me the practise next door and they gave me another press and they gave me another practise and I filled out all those forms.
[00:25:11] But their messages weren’t congruent, their voicemails weren’t congruent, their landing pages weren’t congruent. So I’m sticking with you. I turn up for my consultation. When I’m welcomed into the practise, the conversation I have with the person at front desk relates to Dental and my loose dentures and that ray of sunshine and dots of Buhari. Does the person who walks me? From the way in area or the lounge or whatever you like, which you want to give it and escorts me into the practise. Talk about Dr. Behera. Is the conversation something like this? How are you going to be in the best possible hands? Dr. Bahari is the best around here at helping patients with loose dentures. You’re really lucky that we’re looking forward. Oh, here he is now. Dr. Bauer, there you go. How am I going to feel at that point? Yeah, I’m going to feel in awe of this person. And then this person has a consultation with me that revolves around my key issues and key problems. Where is that information? As a surgeon or a dentist, isn’t it incredibly valuable when I look in the patient’s nose before that patient walks through the door, but I’ve got an indication of what’s been discussed with that patient. What were their key problems? In fact, a copy of their enquiry from the marketing details of costs that were discussed with that patient or the consultations that had what their idea of cheap and expensive this there were all these clues that patients give us during conversations with us that are so incredibly valuable to the dentist delivering the consultation.
[00:26:56] And most of the time they do not make their way through to the surgery for that, for that conversation to stay congruent. I hope by the end of this, you guys have got an idea of why congruence, the contextual congruence is so important just in this little story. But in everyday business, when you’re talking to your accountant, when you’re giving a team member a set of instructions, when you’re delegating to a team member, you can’t just say to somebody. Go and do this because when you’re delegating to somebody go and do this, and this means I want this, this, this and this by this time. And what successful looks like is this and how I want to report, how I want you to report back to me is to send me an email on Friday detailing this this and this, this context, this controversy, it comes back to you. And we went. Now, one of the biggest problems in executing successful marketing campaigns is the lack of this congruence. And I think through numerous conversations with clients that we either just simply consult with and provide marketing consultancy, but we don’t deliver the services.
[00:28:21] Our clients and teams that we work with on a regular basis is that sales and marketing are almost like two separate entities. I mean, I’ve worked with corporates and other bigger businesses where sales are marketing live in different buildings. Now they’re so interconnected that I think it’s a crime for sales and marketing, not to be one department. But how many of your receptionists, your CEOs and your sales team have read every single advert that is out there have looked and analysed every landing page, every thank you page have crafted the emails that sits alongside those to make sure everything is congruent because often when I’m training sales teams, why tend to see is that they don’t even know what adverts are out there. They don’t know what their employment offer is. And so to expect them to have a congruent sales conversation, they’re already handicapped. And so if there’s one piece of advice I can give to any practise stroke business owner is Murray, the sales and marketing team, so they amalgamate into one. And your success will go through the roof. And I think that’s it, really, if you’ve got any questions about sales and marketing, if you’ve got any questions that revolve around contextual congruence, more importantly and how that can impact your business, feel free to shoot me a question. You can visit my website Prav. Prav. Com And just submit a question through there, and I’ll be happy to answer any questions you guys have got around that subject matter or topic.
[00:30:17] This is Dental Leaders, the podcast where you get to go one on one with emerging leaders in dentistry. Your hosts Payman Langroudi and Prav Solanki.
[00:30:33] Thanks for listening, guys. If you got this far, you must have listened to the whole thing and just a huge thank you both from me and pay for actually sticking through and listening to what we had to say and what our guest has had to say, because I’m assuming you’ve got some value out of it if you did get some value out of it. Think about subscribing and if you would share this with a friend who you think might get some value out of it too. Thank you so, so, so much for listening. Thanks. And don’t forget our six star rating.