Build a Dental Practice That Grows With You Part 2 (E.341)

“I didn’t think marketing was going to ignite me.”- Dr. Kelly Euse

Episode Overview

Marketing became more interesting for Dr. Kelly Euse when it stopped feeling like generic dental content.

By starting with real photography of the doctors and team, then using AI to expand what those images could become, Kelly found a way to show more personality without losing the professionalism and trust her practice has built.

In Part 2, Kelly, Regan, and Sara talk about using AI as an enhancement, creating content that feels like the actual practice, and why patients respond differently when they recognize the people behind the brand.

What This Episode Reveals

• AI works better when it starts with the real people and personality of the practice.
• Patients respond to content that helps them feel like they already know the team.
• Good social media does not require the doctor to become a full-time content creator.

What You’ll Learn

• How Kelly combines professional photography with AI-enhanced creative.
• Why planning content around the practice, team, community, and services matters.
• How to keep AI-generated content fun without letting it stop feeling authentic.

If This Sounds Familiar

• Your social media feels polished but could belong to any dental practice.
• Your team wants better content but does not have time to constantly create it.
• You are interested in AI but do not want your marketing to look fake or generic.

Next Steps

• Start with real photographs of your doctors, team, and practice.
• Decide what parts of your personality, community, and services deserve more attention.
• Use AI to expand those ideas without replacing the people patients actually want to know.

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Transcript

00:00:00 Speaker 1: The Productive Dentist Academy Podcast Network.

00:00:03 Dr. Kelly Euse: Having these photographs taken. We’re still using who we are and our pictures, but then we’re changing. Instead of me being in scrubs, I’m in a superhero outfit. I’m ready to fight your, you know, decay and whatever going on.

00:00:20 Regan Robertson: Thanks for tuning in to the Everyday Practice of Dental Podcast. I’m Reagan Robertson, my co-host, Sarah Hansen, and I interview real dentists and experts who grow their dental practices using authentic marketing in a way that you can remember, repeat, and use in your own practice to get the patients you deserve. Let’s dive in.

00:00:37 Sara Hansen: Let’s be honest, Kelly, you are so authentically you. And you. You show up in such a beautiful way and what I love. So I want to call this out just a little bit. You when we work with you with like marketing things, you’re like, I want to have fun. Because in our practice, that’s who we are. We want to have fun, right? And one of the things that we’ve been doing recently and I am obsessed. So listeners, if you go to their Advanced Dentistry by Design Facebook page, you will see some of the fun things that Clinton Kelly have been doing recently on their social media. And the community is loving it. Kelly, can we talk about the superhero costumes?

00:01:20 Dr. Kelly Euse: Absolutely.

00:01:22 Sara Hansen: I mean, so we sent Matt to your practice. He took some photos. And then with the power of AI, we have brought that fun. We’ve brought that authenticity, who you are, who your team is into the photos that we’re using on social media. And can you talk a little bit about how your community is responding, but also how the team is responding?

00:01:46 Dr. Kelly Euse: Absolutely. Um, so for years and years, we’ve always had this beautiful photography that’s been done and it has been authentic to who we are. And I’m careful with the colors of what are we in? Does it match what my marketing message is right. And, and even working with like Clint and Randy for all these years, it’s like I put them in blue and green because that’s who they are. And so, and I come with my color of what I, you know, augment them. But then having these photographs taken, we’re still using who we are and our pictures, but then we’re changing. Instead of me being in scrubs, I’m in a superhero outfit. I’m ready to fight your, you know, decay and whatever going on or.

00:02:32 Sara Hansen: Yeah.

00:02:32 Dr. Kelly Euse: May the force be with you. Right. Like instead of.

00:02:35 Sara Hansen: Yes.

00:02:36 Speaker 5: Oh my gosh, I remember that one. Yes.

00:02:38 Dr. Kelly Euse: Um, you know, Nevada Day coming up. It’s like put me.

00:02:42 Sara Hansen: In.

00:02:43 Dr. Kelly Euse: A hat. Um, when we did our, um, expansion, it’s like, hey, Sarah. Um.

00:02:50 Speaker 6: Oh yeah.

00:02:51 Dr. Kelly Euse: Like, yeah. So the, for our patients saying, pardon our dust, it’s that it’s like, it’s still us, it’s not so far removed That whatever. And but it’s still us. And honestly, like we’re still going to have our professional photos that will be in there. But so far, like rigid in who I am that I can’t kind of poke fun and say, I do have a personality and so does my whole team, you know, great. Create a cartoon character out of me. And, you know, there’s, there’s my alter ego. Awesome. Like that’s not going to be every post that I make. Right, right, right. And you know, being well enough, we’re not good at taking a video of ourselves and putting it out there. But I will certainly give you a photo and say, okay, make it seem fun, right? Make it.

00:03:47 Speaker 6: Yes.

00:03:48 Dr. Kelly Euse: We’re we have a personality because when you come in, we’re serious about the work we do, no doubt.

00:03:54 Sara Hansen: Mhm, mhm.

00:03:56 Dr. Kelly Euse: But I’m going to show my patient and you’re going to get to know me. And if we don’t like it doesn’t work.

00:04:01 Speaker 6: Yeah. It’s that. What else?

00:04:03 Sara Hansen: Right. That’s what Reagan and I talk about that all the time. It’s. What else do your patients not know about you? Who are you outside of? Just history. Right. And just that typical, you know, patient doctor relationship. It’s that. What else? Um, that we’re looking for and you have nailed it there.

00:04:24 Speaker 5: Yeah. You go ahead Kelly. You have you have nailed it. It’s a masterclass right now.

00:04:28 Dr. Kelly Euse: I don’t think so. But you have to figure out be authentic to yourself. Right. Reagan and and Sarah as well. Um, Clint and I are not the type that we’re not going to be that dentist that’s doing the stand up comedy. That is not who we are. And that’s okay. But you know what? Maybe the guy down the street is, and it’s like, if you like to do that, like, great, um, I’ll do a couple funny photos, but I’m not gonna do that. Right? I think.

00:04:58 Sara Hansen: You.

00:04:59 Dr. Kelly Euse: Know what you’re comfortable doing, what you’re comfortable saying and still providing honestly top notch care because that’s really important to us to take excellent care of our patients. That’s always number one.

00:05:12 Speaker 5: The thing that blows me away about about this, how you’ve utilized AI, um, if you’ve listened to this podcast for more than a minute, you’ll know I am definitely the queen who stands on the soapbox of authentic, no stock images whatsoever, like people want to see you. And then there also comes a time, we know how that I follow several practices on TikTok and they, they obviously invest a large amount of time on the skits that they do. Um, you know, how they show up and learn the dances and all of those pieces that is, that is not a knock to them. I celebrate them very much. I just heard you say a little earlier, Kelly, though, about the care that you take about one on one, reaching out and following up with patients and even giving them the cell phone. So there’s only there’s a finite amount of time in a day, and you have to be smart with that. And what I believe has happened with the way that you use, um, This I the AI capabilities here with the Phoenix Dental Agency team is. It still resembles you enough like it is. It’s not completely removed. So that it’s so uncanny valley um, that it no longer is you and I completely agree. Fun, fun and professional can one hundred percent go together. And people do want to know your personality. I just had a oh, I just had a colleague reach out. Uh, and it was on LinkedIn and he posted, uh, an image of his real motorcycle. And if you look at his headshot and how he presents professionally, and then you look at the motorcycle, those two do not go together at all. Like I was like, wait, what? And it got great engagement. And people were like, oh, wow. Like, this is this is part of you? Yeah. So I think it’s so important to let people see. But again, how many hours a day are you going to commit to this? So can you walk our listeners through this? What I heard you say was you’ll send in a photo and then all of a sudden from a photo, how does it go from a photo? Are you dressed in superhero characters? When you send it over, are you dressed in scrubs? Like, how does it go from here’s a photo to here’s these posts, which, by the way, listeners again, go to their Facebook page and look at the difference between these fun posts and then maybe a blog post that doesn’t have a picture with anything on it. Like just take a look at the difference of interaction. So Kelly, be my eyes and ears and walk me through what this looks like for you.

00:07:26 Dr. Kelly Euse: Sarah. Magic. Um, you have a photographer take some photos or even like iPhones nowadays, right? Don’t have a marketing agency. Um, you have your photos and then you can run it through your, your marketing team, who they put their lines in of what’s important to you. And it creates this fun, um, or serious, whatever you’re going for. Um, character. So no, I’m in scrubs or I’m in like Levi’s and my just like long sleeve shirt. And then the AI has my face and body, but it’s just changed me into a superhero outfit, right?

00:08:07 Sara Hansen: Yeah.

00:08:07 Dr. Kelly Euse: Or Star Wars or a cowgirl with a hat on. Um, and truly, so many people can do that nowadays.

00:08:17 Sara Hansen: And yeah.

00:08:18 Dr. Kelly Euse: If you have a great marketing team, you know, which we do who I love Sarah and marketing group, um, they already know who we are because we’ve worked with them for so long.

00:08:29 Sara Hansen: And.

00:08:30 Dr. Kelly Euse: Important to, to get to know who your marketing agency is. And if you don’t resonate with them or they don’t take the time to get to know you, they’ll ship like sooner rather than later.

00:08:40 Sara Hansen: Mhm. Yeah. You know, one of the things that Kelly and I talk a lot about, so, you know, we meet at least once a month, and Kelly and I actually just met this week and I said, okay, we’re going into Q4. You know, we’ve got Halloween, we have Thanksgiving, we have Christmas. What are some of the fun things? And her and I, this is where a really good social media strategy is so important because one, you have a plan with your team. So doctors, I will say if you’re not going in and kind of planning, hey, let’s get these ideas going with the team, because I think the hardest part is what are we doing today, team, right. But I meet with Kelly and I say, all right, you know, October is coming up. Is there anything fun we want to celebrate with the team? Um she let me know it’s Nevada Day, right? That’s something I wouldn’t necessarily know. And so what’s really cool is that not only do we pull in community pieces, team pieces, but we’re pulling in also the services that Kelly wants to highlight. We’re pulling in team members. We’re pulling in. Right. And so now we create this really fun social media strategy. That’s not just a stock photo of a toothbrush that says Happy Toothbrush Day. But now we have Clinton Kelly posing in Superhero Costume Day.

00:09:59 Speaker 5: Is there a is there a taffy toothbrush day?

00:10:01 Sara Hansen: There might be. You know, Tommy, the toothbrush, I don’t know.

00:10:06 Speaker 5: That’s another podcast. I keep seeing videos that say that plastic bristles are not good for your teeth. And anyway, we’ll save that for have Kelly back on another day.

00:10:14 Sara Hansen: Yes, yes. But what I love is now we pull every element of Kelly’s practice and the team and stuff that they’re passionate about, but we create it in such a fun way and it’s still authentic to them. But we use the AI in just such little ways that one, we take that work off the team because as you know, with four doctors and nineteen operatories, their practice is hopping. And, you know, even though they want to do their own media, it’s very hard for them to find the time to do it. Right. And so that’s one of those things Kelly’s like, hey, Sarah, can you can the team help with this? You know, we know it’s important, but how can we? And so it’s our job to still make it feel like it’s coming straight from Clinton, Kelly and their team. And so they’ve done a beautiful job in getting us. Hey, what makes you you? I think Kelly, we had some ideas to like, do. Clint as elf on the shelf for December. Like I mean to be to be determined. But but again, it’s fun things that just brings in the personality and what’s crazy. Reagan, Kelly and I went through this this week, but we’re looking at, um, you know, they hired to help kind of have another company help for a little bit, just make some posts. So they had something going. But what’s interesting is we had multiple posts going at the same time. And so you had these stock photos that were very boring, didn’t have anything about the team on there, just, you know, kind of some social posts to have social posts. And you there was no engagement, no liking. All of a sudden we put the team, the doctors, you know, all these things. And the patients are commenting, they’re sharing their liking. Their and their social media has blown up in the last several months, just simply because that’s what patients want. They want to know who the practice is. And now, just scrolling through their social media, you can instantly identify the feeling that’s in the practice before you get there, who the team members are, the doctors. And it’s like they’re hitting all of those key points. Or again, that you and I talk about in marketing in such a fun, unique way that her social media doesn’t look like any other practice. And I love it.

00:12:30 Speaker 5: I love, I love it too, and I know that not all AI is created equally. So I think what’s rating off of you and Kelly, your satisfaction with it is when I, when I saw it, it was very, very difficult for me to tell if it was generated from AI or if it was, you know, it does it does have a little bit of that illustrated feel to it. So you do get the sense for sure. This probably isn’t, you know, a real photographed image, but I have seen so many and it gets the AI slop, you know, hashtag on it. And, um, and from my perspective, it does create distance instead of closeness If it’s not done well and I hear you, it sounds like, Kelly, you do everything in your practice to a standard and you talked about your standards, and I’m wondering if you apply that to your marketing as well, because it looks like this AI was it obviously takes time. It’s high quality. It’s it’s not a GPT prompt, simple. That’s just done. And off we go to the races. Have you had experience, Kelly, with different AI iterations over over the past couple of years?

00:13:33 Dr. Kelly Euse: Well, and do you know, Regan, because I know you have the the marketing background and you can appreciate this. But for example, one other marketing piece that we’ve done, and I think a lot of dentists, anywhere you’re approached by local high schools, um, or sports teams, like, hey, can you sponsor me? And you know, what can you do? And so you can do the standard, here’s our logo, kind of like the inside of a phone book, sort of an app, right?

00:14:02 Speaker 5: Yep, totally.

00:14:03 Dr. Kelly Euse: I live in an area where we still advertise in the phone book because people still use the phone book in our area.

00:14:08 Speaker 5: It’s actually awesome.

00:14:09 Dr. Kelly Euse: Yeah it is. It is. And it was like, okay, let’s, let’s, you know. And we were given an ad and it was like, okay, this is beautiful. There was nothing wrong with the ad. And then I was like, Sarah, what do you think? If you put like, make me and Clint look like football players? Like, can you put like the, the black whatever is under the eyes? And maybe I don’t know, a jersey on me or something. And she’s like, like she came to life and.

00:14:37 Sara Hansen: I got excited. I’m like, yes.

00:14:40 Dr. Kelly Euse: This, this whole pot of just like ideas flowing. And it was fun. It was like, honestly, you talk about what ignites you as a dentist. I didn’t think marketing was going to ignite me. And I’m not a marketing guru by any means, but I can tell you what I like and what I don’t like. And Sarah throwing ideas back and forth and, you know, spitballing ideas and, and we came up with this fun ad for my son’s high school like program.

00:15:10 Sara Hansen: Program? Yeah.

00:15:11 Dr. Kelly Euse: Like, and she matched the colors with like the school, like for, you know, the go Falcons. And it was just fun where I’m like.

00:15:19 Sara Hansen: Yeah.

00:15:20 Dr. Kelly Euse: I love this. This is, this is cool. This, this shows that it was truly, it was me and Clint. It was the photo that that was taken. And we were just changed with like what we were wearing. And you know, I had the football and yeah.

00:15:33 Sara Hansen: Yeah, we put him in like a background that looks like they’re in a stadium, like a football stadium.

00:15:39 Speaker 5: Everybody knows those ads. Everybody knows those ads. It is. So the minute you say that, I can see it in my head. Congratulations class. And then logo.

00:15:49 Sara Hansen: Yes. Yep.

00:15:50 Dr. Kelly Euse: That’s it.

00:15:50 Speaker 5: That’s that’s Helvetica fall border. Call it a day. Like it’s just not a lot of care or thought is always put into that. That’s incredible. What a great example.

00:16:00 Speaker 7: And who, who.

00:16:01 Dr. Kelly Euse: Marketing to, right? It’s like, I know the kids don’t care, but it may get the attention of some other parent that’s looking through going, oh, this stood out. This was a little bit different. It still looks very professional.

00:16:15 Sara Hansen: Yeah.

00:16:17 Dr. Kelly Euse: That kind of having fun with it.

00:16:19 Sara Hansen: Yeah. Yeah. I think, you know, Kelly and I will get on calls and Reagan, we will giggle about different ideas. But again, what I love is that marketing marketing is telling the story of who you are. And so what Kelly really does is shows up as herself. And we get to communicate that to her patients and her patients come into the practice commenting about those different pieces that they see in the community because they feel like they already know them. Right? And that really is that power of marketing and the purpose of it. And so, Kelly, I love that we get to have so much fun, um, with doing social media. It’s been quite a journey over, you know, the last little while. And now I feel like we’ve really honed in and you have such a beautiful brand.

00:17:10 Dr. Kelly Euse: So thank you for making us look good and fun and professional. All wrapped in one.

00:17:17 Sara Hansen: Oh yeah. Well, doctors, thank you and listeners for joining us on this bonus episode with Doctor Kelly. Use. Um, if you have any questions about AI social media, you can go to Phoenix Dental Agency. We’ve got some really cool resources that we, you know, hand out for free. So please visit that site because again, anything you want to know about AI? Reagan and I are on a mission to make sure as AI is coming into the dental space that, you know, we’re giving you the resources that you need to do AI, right? So we’re happy to give you any resources that you’re looking for.

00:18:01 Speaker 5: Thank you so much. And Kelly. Oh, it’s a pleasure. Thank you for spending extended time with us. You’ve filled my bucket. I know, for the rest of the month it’s wonderful seeing you. I just am so grateful for all of your passion that you bring to our industry and that you continue to bring to it, and now you’re mentoring future leaders coming up. So thank you.

00:18:20 Dr. Kelly Euse: Oh, you guys are too kind. And you know, you all, both of you have a piece of my heart. And throughout the years, putting up with me and Clint and all the changes and growth that we’ve had, we have grown up together. It’s a privilege. Thank you.

00:18:33 Speaker 5: Hey, thanks for joining us on Everyday Practices Dental Podcast. It would mean the world to me if you could leave us a like or a review on iTunes or go to Productive Dentist Academy through Google and leave us a review there. You know, we are here each week to talk about what’s possible when you lead your practice with clarity and courage. If you are ready to build a business that supports your life and not the other way around, investment grade practice coaching powered by Productive Dentist Academy can help. Visit Investment-grade practice dot com to schedule your free sixty minute coaching session so you can start designing the practice and lifestyle you’ve been dreaming about all along.