Moderator: Welcome to today’s episode of True To Form with your host, President and Co-Founder of Crystal Clear, highly regarded speaker and two time Inc 500 Entrepreneur, Tim Sawyer. True To Form is a podcast that highlights leaders making headway in the aesthetic, anti-aging and elective medical industry. Learn from the experts to discover the secrets of success and pitfalls to avoid when growing all aspects of your elective medical practice.
This week’s episode is brought to you by TouchMD, the all in one aesthetic technology hub that educates your captive audience in the waiting room and consult room, consistently captures and manages photos, provides digital charting and [consents] and allows patients to take their experience home to share what they learned with friends and family via the Practices Patient app. Please join me in welcoming your host, the authentic, the transparent, Tim Sawyer.
Tim Sawyer: Hello and welcome to True to Form, the podcast that connects you to the people, technology and hot topics that shape the elective medical community brought to you by Crystal Clear Digital Marketing and brought to you by this week’s sponsor TouchMD, the leading all in one aesthetic technology hub.
I’m your host Tim Sawyer. And to our returning guest, we say welcome back. And for our first time listeners we appreciate you joining us and encourage you to become a subscriber. Last week we spoke with Renee Smith, Director of Operations for Buckhead Plastic Surgery and Co-Owner of Slim Studio in which he gave a unique 360 degree approach on how to build a winning culture and team. If you’ve missed it we encourage you to check it out.
And with all that said, I’m really excited to bring on today’s guest. She met Audrey Neff, our Marketing Director a few weeks back and was so impressed that we had to invite her on to the podcast ASAP and she has graciously accepted. Today, we have a very special guest. It is my pleasure to introduce Dr. Pauline Le, who is a graduate of the University of North Florida, earned her Doctorate of Dental Medicine Degree from Nova Southeastern University. Her true passion is interacting with patients and she strives to help them achieve their goals both in and out of the office through providing advanced dental care and injectable services.
She is a lifelong learner and Dr. Pauline Le is a proud member of the American Academy of Facial Esthetics. She has become a true social media success in today’s digitally driven world of elective medicine. And so I want to welcome to the show Dr. Pauline Le. How is it going?
Dr. Pauline Le: It’s going great. Thank you so much Tim for that intro, wow.
Tim Sawyer: Thanks for taking the time to join us today. And so the first question I have because our listeners love, love, love to talk and listen to other doctors’ talk about social media. Talk a little bit about when you say we’ve discovered that you’ve been able to actually move the needle into practice a little bit through social media. Talk a little bit about your social media strategy is it Instagram, Facebook, what are you doing?
Dr. Pauline Le: Yeah, so every single one of my [Indiscernible] [00:03:20] patients that I’ve brought through the door has been through Instagram alone. So I’m proud to say Instagram has definitely opened up crazy doors for me which I never even thought when I started my Instagram.
Tim Sawyer: Wow!
Dr. Pauline Le: So I started my Instagram obviously just like a private Instagram as anyone else just to keep in touch with my family and friends. And then last summer was when I was like I actually had two separate. I had one “professional” and then one personal. And it became a lot to keep up with both, right and I was like I’m the same person so why am I keeping my life separate.
So I decided last summer to just go ahead and make my private Instagram public and being more accessible to people because I was just trying to educate people outside of my office just common questions that I get asked in the office [Indiscernible] [00:04:17] from flossing, why is flossing so important, prescription to patients things like that. I was like I’m not going to be able to see the entire world in my office. So I need to take it to a different platform to help educate more people and Instagram did that for me. So I started it with just dental tips and it just grew to a level that I never could even imagine.
Tim Sawyer: Wow! You know what’s interesting about that is I hear that a lot from maybe a plastic surgeon, a cosmetic dermatologist, you don’t hear that a lot in the dental community. So what was the inspiration for that as a dentist and are you seeing more of your colleagues adapt to that or is there still some reluctance there?
Dr. Pauline Le: Yeah, so it wasn’t very common in the dental world, right. I mean, no one really likes going to the dentist. So I wanted to shed a different light on dentistry. It doesn’t have to be a chore or a pain in the butt to go to the dentist, I wanted to shed a whole different light on it that you’re just coming to hang out with me and to hopefully take something and gain something from your experience with me. So a lot of people you know they [indiscernible] [05:35] coming to a dentist whether it’s they think it’s going to be painful or they think the dentist is just going to nag about flossing or oh, you have another cavity. These are [real] things that people don’t really want to experience or share about.
So my mission with just dentistry was to help educate people to prevent things from happening. So I’m big on preventive care. Even if people don’t have cavities I’m not just and therefore a quick two minute exam is great, you’re cavity free, awesome job, walk out the door, right that’s not me. I still [stress] them up, go over the x-rays that we took, go over the pictures we took and go over all the layers of the teeth to help educate as to why cavities would even form. So going over why they’re cavity free. So it was just like that shedding a whole different light like oh, wow, I was able to not only did she tell me I’m doing a great job but this is actually why I’m doing a great job.
So once I started educating on that and people were direct messaging me on Instagram like wow, these are all things that my dentist never told me about. I just go in there and say you have a cavity you need a filling or you have a cavity you need a root canal.
Tim Sawyer: Right.
Dr. Pauline Le: They weren’t really understanding why and so I was like okay. So there is a gap here. There is a gap as to people are not understanding what’s going on in their mouth. So that was my feel like I use that and I just I was on fire.
Tim Sawyer: It’s smart. It’s definitely a smart move. And particularly you’re doing something that’s also unique in that you’re providing some injectable services in your practice, correct.
Dr. Pauline Le: Correct, yes.
Tim Sawyer: And do you highlight much of that through your social media or is it more in educational focus on the dental side?
Dr. Pauline Le: So recently within probably the past couple of months it’s then more so the injectable side that I’m having people message to me like, can you – do you mind kind of going back to your dental tips a little bit. So yeah, I implemented a lot of my before and after in my Instagram now. And then when I took my very first course with the AAFE was actually last October. I took them on a journey with me. I posted on my story like hey guys, I’m taking a course I’m excited to bring this back to my practice and implement it and offer more services for my patients. And I got tremendous support. It was crazy like they’re like I’ll be your first patient, I’m there like I got significant support from it. So I think they’re just proud to be a part of my journey.
Tim Sawyer: That is really cool. And I think that a lot of people in the medical space kind of miss that piece about whether it’s Instagram or Facebook at some level but it’s truly a great medium because you can connect with people on so many different levels. And if you think about most of the connections that you have it’s one-to-one, right. But Instagram in particular is one-to-many but it can still be very personal like you said they connect the experience that journey when you go that’s cool I want to be part of that. And the key to that is obviously you have to have little confidence because you’re letting yourself, you’re letting your guard down a little bit, right and you say hey, this is my true authentic self.
Dr. Pauline Le: Yeah, you have to be very vulnerable.
Tim Sawyer: Yeah, you have to be vulnerable and people like that though. And the other thing the question I want to ask. Are there other providers in your practice and have they followed suit with you or they kind of do their own thing?
Dr. Pauline Le: So I am the only practicing general dentist in my office, yeah so I can’t speak on that. But I think a lot more dental professionals are using this platform now to help educate and I’m loving it. I encourage everybody to go on this platform to speak about dentistry and shed a different light on it.
Tim Sawyer: Well, next time we do wanted the America, the AAFE Med Spa boot camps, we’d have to have, we’d love to have you come over and share with the groups I mean, your best practices on social media. I know they love it depending upon your schedule where you’re at. And so how did you – so you’re a dentist from – were you born in Hawaii, I was doing some reading on you born here.
Dr. Pauline Le: Yes, I was born in Hawaii and then we moved to Florida when I was a baby. So I consider Florida a home and where my family all is.
Tim Sawyer: Oh, that’s cool. And so are parents dentists or what was the inspiration to become a dentist?
Dr. Pauline Le: So I was the first generation born in America. My parents are immigrants from Vietnam actually.
Tim Sawyer: Okay.
Dr. Pauline Le: So when they came here obviously they’re chasing the American dream, right.
Tim Sawyer: Yeah.
Dr. Pauline Le: No education. They’re very hard workers and I think that’s where I get my work ethic from. They came here and they tried to find businesses. They are trying to find their journey. And we started with the nail industry. My dad and what I learned from him is that through his success he is constantly trying to help others get there as well. So if he knows something he is constantly sharing that with other people so when he started doing nails he got a group of people and taught them how to do nails. So we owned multiple nail salons growing up. I actually started working at the age of 13.
Tim Sawyer: Yeah.
Dr. Pauline Le: And then yes, I was doing nails and eyebrows and lashes. And I grew to love the relationship that I was building with my clients and I loved working with my hands because there is an art in it, right.
Tim Sawyer: Yeah, absolutely.
Dr. Pauline Le: But I knew this wasn’t what my parents came to America for, right for me to just do nails. They came here for me to get a better education. So I knew how to go to college. So I went to college and I knew I wanted to work in the health field. So I was like what profession is there that I continue to build relationships with people but still be able to use my hands in the same manner and still use my artistic skills, dentistry that’s everything. And going in so I never had like an aha moment like this is why I want to become a dentist, right. I’m sure some – most people do I never had that. This was just my plan and this is what I was going to do and it just became so fulfilling like it’s amazing what dentistry has done for me in my life.
Tim Sawyer: Firstly, you have an incredible story and your mother and father I’m not sure if they’re still alive but they must be very proud and congratulations to you that’s really cool.
Dr. Pauline Le: Thank you.
Tim Sawyer: And what’s interesting, so I was interviewing this really cool guy is a Beverly Hills dentist the Cosmetic Dentist named Dr. Larry Rifkin really a smart guy.
Dr. Pauline Le: Okay.
Tim Sawyer: And it was interesting to hear him talk about his journey in a very similar way and he described dentistry as an artistic outlet for him because he liked to do pottery and he liked to paint. And he said it was the ultimate outlet because he actually forms his own [Indiscernible] [00:13:13] that type of thing he works with the pharmacy.
Dr. Pauline Le: Yeah.
Tim Sawyer: And it’s really cool to hear people talk about that because like you said lot of folks when they think of the dentist myself included it’s like ah, man, I kind of got to do this today and it can only [Indiscernible] [00:13:30]. So it feels like a chore but clearly and the cool thing that comes through in your personality and I truly mean is that you have this servant attitude and you mentioned a few times a couple of things your desire to educate, your desire to build connections with your patients, your desire to serve them. And my instinct is telling me that’s probably what’s driving a lot of the success that you’re having in your practice. Don’t you feel like that?
Dr. Pauline Le: I really do. I think what [Indiscernible] [00:14:02] is trying to [grow] in social media are really their practice alone [indiscernible], right. I think starting it’s the hardest thing and just when I went public on my Instagram I had a question myself and become more self-aware of what I wanted to put out there because you don’t have to share everything but share what’s going to first tell your why and why you’re doing this. So when I first started my audience was a lot of my family and friends and then my audience then became dental patients. And then recently when I joined AAFE as the faculty instructor my audience now has grown to other colleagues, [injectable] colleagues that are now asking how did you become so successful in such a short period of time. You just [Indiscernible] [00:14:50] course.
So with anything just get started. I think that’s the hardest part. I think being outside of my comfort zone has now become my new comfort zone. Yeah, so I think a lot of people they want to produce something perfect before letting it out there and putting out in the world. But I’ve learned people appreciate more of your journey if you just put out your journey and put out so even just when I took my first course I took I had not brought my patients am I following along, right. So I think like imperfect action beats perfect inaction 100% of the time. So don’t [strive] [15:33] for perfection I think people appreciate that way more by you just putting out the authentic journey.
Tim Sawyer: I think that’s a pretty prophetic statement that imperfect action will beat perfect inaction every time. It’s actually would be a great subject line for this podcast.
Dr. Pauline Le: Wow!
Tim Sawyer: Very, very prophetic. I love that. And so when Dr. Le as you think about because it’s a relatively new trend not totally a relatively new trend in terms of –.
Dr. Pauline Le: I’m a dentist, yeah.
Tim Sawyer: But adding aesthetic into dentistry, right. And so how has that transition continued to evolve. So two questions. One, is how do your general patients react to that. Do you even talk to your general patients about hey, you’ve done cleaning [to your teeth], by the way, here is a flyer and we do some injectables. How did they react to that? And then how is the transition from hey, I got to see X number of patients a day, do X number of things because I would think on the aesthetic side. It’s a little different, right and so how do you in your brain manage those two what seem like different approaches or maybe they’re not.
Dr. Pauline Le: So first question regarding my existing patients when I started implementing the injectables which is everything through education. I think everything gets through education. It starts with the I think more therapeutic is what I was using towards my existing patients they relate to dentistry because I have a lot of patients that clench and grind their teeth at night. So I see the wear patterns on their teeth. I see the cracked teeth, I see the cracked crowns. And for the longest time we were prescribing night guards to help protect the teeth from coming together at night. And I’ll be honest I clench my teeth all day all night I do not wear my night guard, it’s a pain and I don’t.
Tim Sawyer: Yes, I feel the exact same way and I have the chipping. I’ve actually eaten my teeth at some level.
Dr. Pauline Le: Oh, my goodness.
Tim Sawyer: You can tell this I hate to admit it but as like you said you got to be transparent. And so I did get some advice that they inject into the begins with an M.
Dr. Pauline Le: The masseters.
Tim Sawyer: Yeah, injected the masseters and does that actually work?
Dr. Pauline Le: So I think it’s important to get a thorough muscle evaluation to see if you’re a candidate first. And then from there we would evaluate how many units you would need and how often. So it’s not a onetime fix all thing, it’s just as anything as going to the gym. It’s a routine now it’s a lifestyle change, right.
Tim Sawyer: Right.
Dr. Pauline Le: So it’s important to evaluate with your [injector] [18:34], your practitioner what your plan will be because everyone’s plan is so unique. So I do my masseters because if I didn’t I would clench my teeth all day and I don’t think my patients would appreciate that I wear my night guards during the day.
Tim Sawyer: So it started with education and man, I’m sure as they got more comfortable with talking with you about hey, what are the things can we do to enhance not only enhance the wellness piece of it but then and it was this esthetic component to this. And do you find that your existing patients are pretty receptive to that overtime as you introduce that?
Dr. Pauline Le: They are because now I’ve gained their trust and their learning is not just for aesthetic reasons now.
Tim Sawyer: Yeah, interesting. And so how do you see if you look at the next three to five years of your practice going from the current form that it’s in, in your mind’s eye when you think about aesthetics and dental what does that practice mix look like for you?
Dr. Pauline Le: I reflect on it everyday because everyday I strive to give my patients an experience. So I’m big on like the power of the moment and creating that moment for my patients. So even right now from everything of sense you can think of I try to touch. So when you come in there is a smell that people expect at a dental office. I don’t want that and you should be able to smell all good things. So I have candles burning, glade plug-ins so that’s touching their smell. On the ceiling you’ll have a TV and Netflix to get their mind off of some things. I offer blankets, [night clothes], warm towels to wipe their face after.
So it’s all the power of the moment in making them feel good and getting their minds off from the procedures so that’s what I strive for. And I’m hoping more dentists are leaning towards this way because I get it there you know we’re in here for the health, right. We’re in here. We’re doing this because we care of our patients overall health. There is a way to help educate and take care of their health but also it doesn’t have to be a chore to them, it could be a powerful experience where they enjoy coming to see you.
Tim Sawyer: Right, so you’re literally creating a world-class patient experience.
Dr. Pauline Le: [indiscernible] [21:07] times I’m striving.
Tim Sawyer: Yeah, feel well to me what you described. Feels more like going to a spa, right and –.
Dr. Pauline Le: Yeah.
Tim Sawyer: And enjoying the experience. I think it’s so cool what you’re doing and my instincts tell me that a lot of people they’re going to admire what you’re doing and hopefully some of them will follow soon. It’s funny because in marketing we have a say that everything speaks meaning every piece of literature, every touch of the phone, every contact you know what you wear at a convention or a show whatever it is and it seems like you’ve adopted that strategy and the practice everything speaks from the second they walk into the practice there is something that you want them to feel, there is something you want them to think, there is something you want them to do and you’re providing them with incredible experience to do that.
It’s really neat what you’re doing and it’s funny because when I first started talking with dentists who were doing aesthetics in all different levels at first, it felt in my brain because I hadn’t gone to experience it, it felt like it would be tough right to take someone who you’ve been interacting with it at a certain way and they perceive you in a certain way for a longtime and then say oh, by the way I also do this. And I was trying to wrap my brain around it when I first heard about it. But the way that you describe it now I think if I was a patient it would feel very natural to me, right because you – go ahead.
Dr. Pauline Le: So my question is why do you perceive a dentist in that manner?
Tim Sawyer: Well, I’m full disclosure I’m 52.
Dr. Pauline Le: Okay.
Tim Sawyer: And my – I go once a year and get my teeth clean. The dentist has always been someone who solves the problem, right my tooth hurts, I’ve got an infection. And so I never –.
Dr. Pauline Le: And here is this solution, right.
Tim Sawyer: What’s that?
Dr. Pauline Le: You have a problem and this is the solution I can provide for you, right.
Tim Sawyer: Right.
Dr. Pauline Le: That’s pretty much been your experience.
Tim Sawyer: Right, so it was always reactive, right and I never thought about and the type of dentist I go to they are very if I went and played this podcast in their waiting room they’ll throw me out because [Indiscernible] [00:23:33]. You see these 80 people here, there is 80 right behind them beat it. You have a 11.3 and I’m going to fix your teeth and then you’re going to get out of here. And so I love the guy, he is an older guy but he does the whole memorize your kids, memorize one or two things over 20 years that he can always talk to you about the same time despite the fact that you had the exact same conversation 35 times. And while he powers through to get so if that type of experience so to me I would never I hate to use the word conflict but I wouldn’t connect oh, this is wellness and this person could help me with wellness because I wouldn’t think they attitudinally that’s not my experience, right.
It’s like a very quick let’s get him in, get him out and get on to the next one and send him an appointment reminder that doesn’t work and keep going. And so here you talk about it is very different, right and so I’m having a very different emotional experience and I’m sure if I walked into your practice I would begin to think hey, actually and so to your point when I do grind my teeth as I mentioned I called one of my Med Spa clients who is an OB-GYN by trade, she owns a Med Spa and I say, could you help me with this.
Dr. Pauline Le: Wow!
Tim Sawyer: It never even occurred to me that I should call a dentist.
Dr. Pauline Le: So it speaks volumes to me.
Tim Sawyer: I think it’s only one data point, right it’s in my experience but and also full disclosure I’ve never had any injectable treatments. But my wife is very open about it she does it it’s not that I’m opposed to it obviously I work with 500 practices that do that. But I just never experienced it. So for me that’s how I would see but I can also see and I don’t want to monopolize all your time but it’s a really cool conversation. I can also see I have –.
Dr. Pauline Le: I’m loving this. I’m loving speaking to you right now. I’m learning so much.
Tim Sawyer: So I have a 42-year-old business associate on the sales side that I won’t mention his name. I’ll let him tell the world if he wants to but he does injectables so he gets his forehead done and he is very well groomed, he is in good shape. I also could not see him. He and I would never have a conversation and he is open to any treatment. He does hair treatments, he does injectables. In his little small town I could never see him say, yeah, I’m going to my dentist. Now that being said that could also be influenced partly by I’m in the northeast right and I don’t know that I could find a dentist that would even be trying that, right. It’s not like although when we hang up today, I’m going to Google that.
Dr. Pauline Le: [Indiscernible] [00:26:40].
Tim Sawyer: Yeah, so there might be. There might be. I just and even my wife I couldn’t imagine having a conversation with her where she’d be like oh, yeah, I’m going to see if – she is looking for a new provider right now.
Dr. Pauline Le: Wow! Yeah, that speaks volume to me because growing up I didn’t come from a family like we didn’t really go to the doctor routinely as if when something was bothering us. I didn’t go to the dentist regularly so that’s why I’d never experienced a dental yeah, it’s really to be honest with you so you would think got working as a dentist now I went to the dentist every six months growing up and that was not the case at all. So I don’t know other people’s experiences and that’s why I love hearing about.
And I have older patients that call me, yeah, when I used to go see a dentist they wouldn’t even numb me they would go straight to drilling my teeth which is bizarre. I’m like I can’t even believe this is humane. I can’t believe that was something we were doing to people. I don’t see any other experience for you. This should be it.
Tim Sawyer: Right, it was very different. It is very different and there is not a lot of things in the world. You wake up and get an appointment reminder in your text box in the morning and you go [Indiscernible] [00:28:00] shit.
Dr. Pauline Le: Yeah.
Tim Sawyer: And that’s what you have to do and now you’re anxious, you don’t want to go. So that’s where my brain went to and I couldn’t imagine it yeah, listen I know you’re going to hurt me but oh, by the way I’ve got this little spot right here..
Dr. Pauline Le: All right.
Tim Sawyer: Yeah, and [Indiscernible] [00:28:20] get me out of here.
Dr. Pauline Le: Yeah, so like I think how you do one thing it’s how you do everything. So you seeing a dentist in that light of how they just want to get you through this whatever time they have with you and on to the next patient. So you’re already having that perspective about them. So I think a dentist who practiced a certain way and then they want to implement listening to their practice they have to think about how they practiced dentistry it is how they’re going to practice injectable as well because that’s how patients are going to see you.
Tim Sawyer: Right and then that’s not going to be very – I don’t see that as a formula for success with that type of patient, right particularly if there is an aesthetic component to it if they want to look good inside and out.
Dr. Pauline Le: They’re changing.
Tim Sawyer: Yeah, I’m excited about it. And in our little work with the AAFE we’ve been attending and participating in some of these events. People are really excited and it’s great to see what feels like a relatively new category in other words dentist doing aesthetics. But there is a lot of, lot of, lot of, lot of momentum around that and we’re going to continue on doing our work. And so now you’re doing some training with the AAFE is that you’re an instructor now. You actually go into the [Indiscernible] [00:29:47] just doing the injections.
Dr. Pauline Le: Yeah.
Tim Sawyer: That’s quick.
Dr. Pauline Le: Yeah, so I’m sorry.
Tim Sawyer: That’s quick.
Dr. Pauline Le: Right, so yeah, I took my very first course last October and I just did everything they provided for me and what they told me would work. And I just continued to do cases and cases and as much practices I could in educating myself and I just kept going. So I think –.
Tim Sawyer: It feels like there is a pattern in your life. Correct me if I’m wrong.
Dr. Pauline Le: I kind of reflected on that actually with one of my friends I said, I don’t stay here and say this is what –.
Tim Sawyer: Yeah.
Dr. Pauline Le: I feel like I put myself in situations and then I slowly commit and then I put in the work and then I just see the results compound.
Tim Sawyer: That’s awesome. So let me ask you this. So do you have any shows that you’re doing? When is the next time you’re instructing for our listeners? Do you have anything coming up soon?
Dr. Pauline Le: Yeah, so I teach with the AAFE, American Academy of Facial Esthetics as an instructor. So tomorrow actually I have a private training tomorrow. And we have courses every single weekend at a city near you so we fly nationwide teaching [Indiscernible] [00:31:07] so it’s a nationwide thing, yeah.
Tim Sawyer: Now if there is someone listening a dentist who might be interested in just emailing a question to you, would you be comfortable with that?
Dr. Pauline Le: Yes, I would love that. So my email is firstname.lastname@example.org and then obviously you can find me on Instagram drpaulinele.
Tim Sawyer: And go check her out. What a great conversation? I really appreciated you taking the time today and I appreciated you listening to my insanity related to dentist clearly I need to go get some counseling around.
Dr. Pauline Le: There is no insanity in that I love this. I thank you for pushing me outside of my comfort zone. This is a such a great experience for me.
Tim Sawyer: Well, thank you so much for joining us. Guys, next week, we’re going to get this out. Dr. Pauline Le from Jacksonville, Florida. What a great, great, great conversation? And I only have one last question, one last request for your Dr. Le.
Dr. Pauline Le: Yes.
Tim Sawyer: Six months from now you come back on the podcast and tell us where you’re at.
Dr. Pauline Le: Six months from now where I’m going to be. I will be in my own practice providing the care that I want for my patients and continuing to teach with the AAFE and hopefully having my digital course helping other injectors implement this into their office.
Tim Sawyer: And we ask for one promise, you come on to podcast and share that experience with everybody. Would that be okay?
Dr. Pauline Le: Yes, I would love to. I’m always helping other injectors and other colleagues so I love it.
Tim Sawyer: Thank you so much Dr. Le. Enjoy your weekend. Look forward to the holidays.
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