E1.26 | Data-Driven Insights During the COVID-19 Shutdown

Richie Guerzon: Everyone today's guest is Oliver Gelles. Oliver is a strategic brand-building expert for over 15 years in the orthodontic industry who contributed to Ormco’s leadership for nearly a decade. He currently serves as senior vice president of customer success with OrthoFi. Oliver graduated from Georgetown University's Foreign Service Program with focus and International Business, and he's joining us today all the way over from the West Coast in Southern California. Oliver, welcome to the show.

Oliver Gelles: Thank you. Thank you. Appreciate it.

Richie Guerzon: Yeah, so tell us a little bit about you. How did the company start? Why did you start it?

Oliver Gelles: I've been in the industry for over 15 years. I love this industry. Not just for what it can do for patients. But I love working with the doctors. It's a really unique group of people and you know out of that affection for this industry in this group. I’ve really taken a great interest in the health of the business of this industry. And so it's my personal mission to help doctors deliver high-quality treatment to more patients and that's really what was the same mission that OrthoFi was founded on. It was founded by a couple of orthodontists who were seeing that the technology of faster treatment was impeding doctors from adopting it or getting paid. And so, you know, we basically founded OrthoFi to allow doctors to offer the highest quality, highest technology, fastest and best treatment without having to worry about the financial implications of that. So it kind of meshed my personal mission with the company's mission.

Richie Guerzon: Yeah, so it was a good fit for you, huh? How old of a company is it?

Oliver Gelles: The product launched in 2014. And so, you know, we're coming up on our sixth year anniversary.

Richie Guerzon: Awesome. Yeah, so you have seen a little bit of stuff going on in the last few years.

Richie Guerzon: So you're a data guy, which I appreciate. Of course. I'm a data guy too. So tell us a little bit about insights that you want to share with everyone.

Oliver Gelles: Yes. So one of them, you know, not so accidental by-products of starting OrthoFi is that because it's a point-of-sale CRM Software System along with Services, you know, we capture mountains of point of sale data. We like to think that we have some of the best data, you know in the industry and what that allows us to do is not just share that you know for our customers and help to inform the product using that data but it allows us to share it with the industry. So in times like this when there's so much misinformation or under information and people are scrambling to know what to do. We definitely feel like it's a role we can play to help inform everybody so that they're making the best decisions and we're sitting on you know production data on over to point to billion dollars of production. We're sitting on collection data on over 500 million dollars of orthodontic collections. So it's a pretty nice end value to be able to talk about.

Richie Guerzon: Yeah, absolutely. So have you seen any patterns in the last month that I think are relevant to share with all the COVID stuff?

Oliver Gelles: Yeah. I mean the good news is that mostly we've not seen anything very negative. Of course not having same day cash from new starts has had a little bit of a cliff impact on collections as you would expect, not having new insurance claims. All that brings the collections down to roughly 60 percent and then as we've shown the projection of collections because of ongoing monthly patient payments and insurance payments it will Whittle down incrementally and gradually from there to where in a two to three month period it will get down to 50% but that's actually pretty good news for the orthodontist versus even something as close as general dentistry where the cliff is much steeper. So that's the good news. We've also seen that credit card auto-pay success rates have been pretty stable pre and post COVID and the collection rates for that reason have been pretty good. With that said, one thing that we've been reporting on is if offices were not implementing auto-pay or were not as disciplined about enforcing patients getting on autopay. What we have seen is that that particular population of patients that is not on auto-pay has increased their past due to aging quite significantly to the tune of 50 to 60 percent increase in their past due aging during this time. So that's just one example of things, you know that we've seen.

Richie Guerzon: Gotcha. So do you guys do ACH and credit card with the auto-pay? How does that work?

Oliver Gelles: We do. We take all forms of payment and all that stuff. And of course, we also do the insurance collections, which is another area that's interesting. Insurance companies are not paying because they don't have the money as we know, but they've all cut down their staffing significantly. So the turnaround time on remittance payments has actually increased and so we've seen a little bit of increased aging in insurance and then the other thing that a lot of orthodontists don't think about because this is unprecedented, you've never been in a situation where orthodontist actually shut off new starts, is that the overall aging and past due balance is going to increase as a percentage if for no other reason than just they have no new starts. So on the patient side 1/3 of the impact, which is about a 16 percent increase in overall aging.

Richie Guerzon: Yeah

Oliver Gelles: A third of that is simply because the denominator of total AR is actually going down and the numerator isn't going down as quickly so part of it is just getting people to understand that the sky is not falling that there is a little bit of COVID impact but it's not as much as it seems in you know when they look it up on the reports and see it up on the screen gotcha.

Richie Guerzon: So what would you say number one priority is more when they open back up to help speed up, you know.

Oliver Gelles: The first thing is get the revenue machine going right and hopefully they've been preparing for it. We're big proponents of virtual consults. We are big proponents of mining their ops pool, their pending patients, their recall readies not necessarily just being ready to take on new patients, but really mining all of their opportunities their lowest hanging fruit and getting the revenue going, but then obviously the other part is they've got to get all they're disciplined back on all their collections, right so they don't want to let people that have gone one or two payments possibly past due every next payment decreases the likelihood that they're going to become current so they need to get their hands right back on the wheel and start getting on their collections.

Richie Guerzon: That makes sense. Do you have any projections of when you think people reopen?

Oliver Gelles: We've done surveys with our clients. We have over three hundred eighty-five practices and mostly the expectations jive with the state guidelines. So what we see is about 70% of offices are projecting to open the week of May 4th, and then we get over 80% the week of May 11th. Now that's just being open. What we are seeing and hearing is that practices are just going to get into their practice on that date, but they probably will take a few business days to circle the wagons, you know, get their protocols, you know, whatever their new PPE protocols are going to be whatever they're distancing protocols are going to be how they're going to stage patients in and out to reduce the volume of people in the building and they'll probably be doing some of that rehearsing for a few days before they actually start to schedule the exam. So we capture exams in our system we've seen is the exam scheduling is lagging their expectations of when they're going to open and that's how we're interpreting that.

Richie Guerzon: Oh, that's interesting. You have the exam data right in the system. Oh, that's very valuable. You can collect all of it. Look at patterns. Is there anything we could be doing now? Should we try to be working on collections now, our team is working virtually?

Oliver Gelles: Yeah, hopefully, practices have not furloughed all of their team. Yeah, hopefully, they have retained some of the vital people on that side of the house the financial folks and they've stayed disciplined because again on the insurance side, all of those impacts will end up coming back as carrier staff backup, but on the patient side a patient that has, you know, gone one or two payments past do it's going to be that much harder to get them back current. So hopefully they've stayed disciplined and then the other thing is the scheduling part. So we haven't seen that they've done a lot of scheduling but we're trying to get offices to understand whether or not you're open, once you know when you're going to be open, you should start proactively starting to call and reach out to these patients, let them know and start scheduling them in.

Richie Guerzon: Oh so you see the schedules and the actual when exams happen and the system.

Oliver Gelles: Yes. Okay, so we do that because we have to queue up their eligibility verification. So we do all of their insurance eligibility checks. And so we need to know when the exam is so that we can queue up the check to be ready before their exam.

Richie Guerzon: Oh okay, so explain that process. How does that eligibility check for work for you?

Oliver Gelles: Yeah. So it's a lot of nervous activity in a standard practice and a lot of times it's a big burden on either front desk or if they have an insurance coordinator that's tasked with doing that. Patients we've seen prior to OrthoFi didn't do a great job of filling out their intake forms prior to coming in. So a lot of times it's the last minute check and then the practice is at the mercy of the carrier whole times which on average can be, you know, 15 to 20 minutes sometimes, you know in on bad days, you know, 45 or more minutes which can actually get in the way of a practice positioning accurate patient responsibility feasts the patient that day. So sometimes the practices have to send some patients home without getting their fees.

Richie Guerzon: Oh so they that's interesting. Yeah, I wasn't aware of that because I'm not inside the practice. So it's potentially going to be much worse in the next few months as insurance companies ramp up their own teams coming back from all this too.

Oliver Gelles: That's right. So what we do to stave that off is we provide mobile-friendly patient forms. So when the practice schedules the patient OrthoFi reaches out via email and text with mobile-friendly forms that allow the patient to fill out all that stuff directly from their phone. We see roughly 80 to 85 percent at home completion rate, which then allows OrthoFi to take all the insurance information and proactively go out and check that insurance so that hopefully when the patient comes in all their forms are completed their insurance is checked and so all they need to do is get the nice office tour, the bottle of water, coffee, and get ready for a powerful consult with the practice.

Richie Guerzon: That makes sense. Can you check say 24 hours before to see who hasn't filled it out and maybe send them a reminder? Is that possible?

Oliver Gelles: Yep. Yep. We have a dashboard that they look at through our software that tells them it gives them kind of like a whole traffic management break down throughout the day of you know, who's coming in tomorrow who's done their forms who hasn't and they can send out reminders from within our platform.

Richie Guerzon: That makes sense. And also a lot of offices are going to have people waiting in their car instead of the waiting room. So if it's mobile you could potentially, if they haven't still done it yet, send them yet another reminder and have them do it in the car and they could sit in their cars during that whole time.
Oliver Gelles: Yeah, that's exactly right. Going you know, hopefully fully paperless.

Richie Guerzon: Makes sense. So are there any changes from COVID you project are going to happen within the practice?

Oliver Gelles: You know, I think that there is going to be obviously a shelf up in terms of, you know, activity and exams, but we don't see it fully returning to pre COVID numbers and volume probably until later in the year. It'll take some time for Consumer Behavior to catch up. Obviously, there's going to be some like you said staging patients in and out. They won't be able to bring in full volume. The other thing we're looking at is actually the actual financial offer so we're looking at is you know is discounting going up which thankfully it really has not very much less than probably six to seven percent.

Richie Guerzon: Well, that's interesting it hasn't gone up that much.

Oliver Gelles: And the other thing that's really interesting is that paying full rate the percentage of cases that come in is as painful as pre-COVID-19 2% and right now since COVID has been 21% so virtually no change there. So another great message to practices is if they're worried that they're going to have to, you know, do some deep discounting to get patients to start, we haven't seen any evidence of that. It's you know, thankfully the federal government's been pretty quick to put out stimulus packages even unemployment has been mitigated by some of those benefits. So financially, you know, it's not so much of an issue about financial affordability. Certainly, some practices are making a conscious quid pro quo trade-off to get some cash to get patients to put a down payment on now before they come in or a higher down payment, so if they want to do that. There's really no reason for them to have to discount to get a start now.

Richie Guerzon: That's great to hear. Even from a marketing point of view. It's going to affect my advice to clients. We don't need to do that. There's no reason to, that's for sure. So tell us a little bit about your solutions particularly for OrthoFi. What do you guys offer? What does it do?

Oliver Gelles: Yeah, so our mission is all about getting more starts and we specifically want to be the same day start leader. So what we do is we provide a software that acts as a whole CRM patient acquisition flow for the practice, that brings them from that first call with the forms all the way you know to the consult. And then we were the ones that pioneered the concept of an open choice payment slider. So when it comes to presenting fees what we see in the data over and over and what's really important is practices need to be more flexible, especially in a time like COVID so I did say they're not discounting. But in terms of like the terms probably for some patients need to be more flexible. Meaning for some patients, you may need to have a lower down and allow them to extend beyond treatment time for it to be affordable.

Richie Guerzon: Yeah

Oliver Gelles: But we don't want every patient necessarily to choose that because it will hurt the practices cash flow.

Richie Guerzon: Absolutely.

Oliver Gelles: So we provide a slider that's powered by some pretty good algorithms that really helped to balance cash flow and risk by allowing the patient to choose their plan not just on the low end not just allowing them some lower down and lower monthly options, but also allowing some of patients that want to take advantage of some incentives to put down higher downs and higher monthlies. So that the balance, the blended average, comes out to something very healthy for the practice.

Richie Guerzon: So is the algorithm creating these incentives to have a higher down? Is it just lower interest or something? What kind of incentives are you giving them?

Oliver Gelles: So yeah, so you brought up the word interest. So one of the incentives on the slider is we do allow patients to go out often as long as 36 months to pay, which on average is about 12 months beyond treatment, but we do apply a low-level and a slightly climbing rate of interest if they do. So there's an incentive not to choose longer plans. So it keeps the ones that don't need it within the treatment time, but for the ones that do need it, it gives them the flexibility, and then we also have incentives on the down payment. So rather than just have the traditional painful discount. We have introduced the concept of a tiered discount. So if the patient puts 50% down that of getting a five percent incentive. They may get a 1 or 2% incentive on that or two to three percent incentive for a 75% down as not everyone has five thousand dollars, but some people do put down two or three thousand which practices never took advantage of before.

Richie Guerzon: So is this all customizable by the practice? They can decide what the incentives are? How does that work?

Oliver Gelles: It is but we obviously recommend the data-driven, you know default settings because like I said, we constantly are recalibrating it, and then the other thing that we do is we do collect a soft credit validation through our forms. So we do a sock credit check and then we calibrate the offers that are available on the slider to that patient. So some patients may see a slightly higher minimum down and some patients may see slightly shorter terms or the interest may start a little bit earlier and it's all calibrated around payment performance for that group of patients.

Richie Guerzon: Aw. That's nice. It was totally personalized based off the soft credit results, that makes a difference.

Oliver Gelles: Exactly.

Richie Guerzon: So you’re helping to mitigate risk that way?
Oliver Gelles: That's right. Exactly, and then we collect on it. So, you know, we're opening practices to take on more patients than they were able to maybe for with their standard terms. Yeah, but then we make sure that they collect on it. So we've got the professional revenue cycle management services behind it to make sure that they collect on it from the patient and from the insurance.

Richie Guerzon: Are you calling actual patients if there's any issues of payments, etc? Also, you’re taking some of that financial coordinator roll off their plate.

Oliver Gelles: Yeah. We basically, what we like to say is we turn the coordinator into a manager versus being the clerk. So we are the clerk and what that does is it liberates the practice team to focus on playing offense. So all of that drain time drain and focus drain that they normally dispense towards collecting on overdue balances. We're taking on that burden and then they get to focus all their time on how to grow, how to get new patients, how to scale if they want to add another location or practice. They have more focus and time to do that.

Richie Guerzon: Okay. Yeah, that makes a lot of sense, anything that helps with the bandwidth especially nowadays. So kind of walk me through the process of this customer journey since you actually have a CRM. I really wasn't aware that you had a CRM. So if someone comes to the site they fill out one of your forms, what's happening after that.

Oliver Gelles: So you get an email and a text message welcoming you to the practice and soliciting you to fill out your intake forms.

Richie Guerzon: Yeah.

Oliver Gelles: So you click that, and then on your phone, you'll fill out your intake forms. That information is visible immediately to the practice and OrthoFi. We do all of the eligibility verification so that when you show up the practice sees on their dashboard that you're all ready to go and then in your forms, we also collect some preference information. So for example, are you looking for faster treatment, or clear and invisible treatment? Are you looking to start today? You know various preference questions that we provide to the practice in a quick little cheat sheet. So it kind of helps them.

Richie Guerzon: So it’s helping with that conversation when you're talking to them.

Oliver Gelles: So when you walk in the doctor already knows you're looking maybe for Invisalign, let's say. Or you're looking for, you know, clear brackets. They know that you're looking to start soon so they can customize their presentation to you. And then when we get to the actual feed presentation the office is able to populate and hand over a tablet to you, and you as the patient get to select your payment plan right there. We obviously want them to focus on getting their start today. That's what we train all the time. But in the worst-case scenario, you're not ready to make a commitment today, we can send the slider home to you and at home, you can not only select your plan but sign the contract and make your down payment from home. So we do all that and then all of that data that's collected on the contract goes straight into our software that we use to go ahead and collect on it from that point forward. So they have a whole reporting suite that they can look at in OrthoFi that they can look at all of the information on their accounts, all the ledgers, all the reporting, performance reporting. So we track it through the life of the whole thing. And then when it comes to insurance, whatever the practice selected as their treatment, we auto-populate their claim we submit their insurance claim for them.

Richie Guerzon: Yeah.

Oliver Gelles: And then we track all of the insurance as well and we collect on all that as well.

Richie Guerzon: And that's all, you can see all the data in the dashboard guarding the status of that part of it.

Oliver Gelles: Exactly.

Richie Guerzon: So do you sync with any other patient management systems? Is data pushed to any of them?

Oliver Gelles: We currently integrate with two systems. We integrate with Cloud Nine and with Dolphin. Mainly the integration is on the front end to avoid the practice having to do a lot of dual data entry. All the financial information is still in OrthoFi so practices that are on with us, look at all that stuff there but the front and with the exam creation, the patient information, all that gets pulled into or pushed into OrthoFi.

Richie Guerzon: All right, it sounds like you can adapt some of this process to be more virtual right now. Could you potentially do the presentation over Zoom or something and do the slider with them right there?

Oliver Gelles: Exactly.

Richie Guerzon: And get them the contract, like virtually? And then, they come to the office after they've signed.

Oliver Gelles: Exactly! So practices have been using Zoom, the new Zoom Health Care, which is HIPAA compliant. Of course, there are great solutions like SmileSnap, that we've seen doctors using out there or doxy, there are a number of things.

Richie Guerzon: I didn’t know there was a Zoom Healthcare. No one's mentioned that yet. I’ll check it out.

Oliver Gelles: It is a little bit more expensive. It's a couple hundred bucks a month versus Zoom, but they promote it as being HIPAA compliant.

Richie Guerzon: That's huge. I mean just the fact that it's available. Okay.

Oliver Gelles: Yeah.

Richie Guerzon: Then SmileSnap can talk to them. They are pretty cool.

Oliver Gelles: So they can send them the slider and actually they can shift control to the patient. So they can show them the slider on their screen, shift control so the patient, allow the patient to play with the slider live, you know interactively.

Richie Guerzon: Yeah.

Oliver Gelles: And then, they can actually sign the contract right there. So we can get same-day starts virtually, right now.

Richie Guerzon: Have you had doctors telling you that they're doing that and it's working?

Oliver Gelles: Yeah. One of our founders, he has done over a hundred starts in the month of April.

Richie Guerzon: Really?

Oliver Gelles: And he went from not doing any virtual consulates at all. He wasn't necessarily, he didn't fully get it. He didn't see the utility of it.

Richie Guerzon: Yeah.

Oliver Gelles: But then when this happened. He's like, I better figure this out. And so we've created a virtual flow that's allowed them to be pretty successful.

Richie Guerzon: Yeah. Absolutely. I mean, it was really almost made for it anyway. You just have to change a couple of steps. Makes a lot of sense.

Richie Guerzon: Any other insights that you've seen that you want to share with everyone?

Oliver Gelles: Yeah, I mean, it's really just about focus. You know, I mentioned it before but a lot of practices during this time, you know, when it comes to their own staffing, you know, I think that they've just sort of like leaned everyone out and maybe furloughed their entire team. So practices that have been performing better have obviously retained, you know, one of their key TCs and maybe their financial person and they've been working. They’ve been mining their opportunities and staying in touch with patients.

Richie Guerzon: Yeah.

Oliver Gelles: But what's interesting is that we capture exams, but also by type. So, what we see is that a lot of practices have made potentially the mistake of focusing too much on new patients, right? Whoever is maybe coming into their website or calling their number.

Richie Guerzon: Yeah.

Oliver Gelles: And they've been focusing more of their time catering to scheduling some exams with those folks. But the truth is the biggest opportunity, the ones that have been the most successful, have been the ones that have been focused on all of their laten opportunities, meaning all of their phase ones shifting into phase twos, their recall readies, the patients that you know would have normally come up for treatment during this time and all their pending management. Pending management is probably the most underserved opportunity in every practice in America.

Richie Guerzon: That's an interesting statement. Okay. Is all that data, is it in OrthoFi or is it in their patient management system.

Oliver Gelles: We have a pending patient tool in OrthoFi, that again, it functions as a CRM, so when they don't successfully start a patient OrthoFi prompts them, forces them to disposition that outcome, and to create a follow-up activity. And so if they use it, what we've seen is practices that actively use the pending management tool have an 18% higher conversion rate than those that don't. Now obviously that was pre-COVID.

Richie Guerzon: Yeah, of course. 18% is significant.

Oliver Gelles: 18% is pretty significant.

Richie Guerzon: Even if it's half of that, it's still worth it.

Oliver Gelles: And all it really is, is it creates discipline. All it really does is it forces the person tasked to do follow-ups to have to do the follow-up or disposition it in the software. So it gives the practice full visibility to, have we actually been keeping up with our follow-ups and how many touches have we made. And just injecting that little bit of discipline is a needle mover because a lot of these practices, they either batch it, they put it off and then try to do a bunch of calls, you know once a week or twice a month and it doesn't work because every patient opportunity the data shows, is on a pretty fixed erosion cycle. So after 10 days, a patient loses most of their interest in starting, especially in adult patients. So if you batch and you do it every two weeks.

Richie Guerzon: Yeah

Oliver Gelles: That patient you saw over 10 days ago is far less likely. So it's actually an activity they need to do every single day.

Richie Guerzon: Oh we totally agree and we know how hard it is. That's why we offer that as a service because some practices, it’s not going to happen, but it needs to happen.

Oliver Gelles: Yup.

Richie Guerzon: So, it’s all done for you.

Oliver Gelles: Yeah.

Richie Guerzon: Yeah, that makes a lot of sense. So are there any marketing campaigns that you would recommend that you’ve seen work? The clients we have in OrthoFi, of course, we have ones generally like super low down payment and this is your payment per month. Are there any other ones you recommend work, when you're trying to promote the positive aspects of using OrthoFi or having great financing for your practice etc?

Oliver Gelles: I think, you know, let's take COVID out of the picture. I would say in general, it's that they offer, you know, high quality, high technology treatment and that they're flexible, in terms not necessarily less, we don't often recommend discounting and doing a lot of promotions in terms of like cutting down fees, but that they, you know, really position themselves as offering the best treatment for the most affordable flexibility. We've seen you don't have to have the lowest fees to be the most affordable, you can actually have the highest fees in your area and be the most affordable if you're willing to be flexible with the terms.

Richie Guerzon: Yeah, that makes sense of course.

Oliver Gelles: But right now, obviously promote. The advertising should be focused around safety, availability, right. You know, making sure that when people come to your website, which is your new doorstep, that they know right away that you can help them right now.

Richie Guerzon: Yeah, absolutely. The fact that we can get closer to a start, virtually. I mean you really are open, because we started with a couple of clients saying they were closed and then we realized no that's not the messaging. We're open, we're just open virtually. So we put that within a week because that was a mistake. Let's fix this because we are open, we’re just opened virtually. We can't do everything right this second, but we can definitely get you closer to the end.

Oliver Gelles: That's right.

Richie Guerzon: Yeah, absolutely.

Oliver Gelles: Yeah, that's right.

Richie Guerzon: Yeah, are there any other insights?

Oliver Gelles: I mean, you know, how much time do you have? No.

Richie Guerzon: Yeah, right.

Oliver Gelles: Yeah, I mean for right now in this time, I know that doctors are just so focused on the stuff that's immediate. And so that's probably the best that I can, you know, do right now that they would, you know, be interested in and take the time to absorb.

Richie Guerzon: Yeah, absolutely. And mining low-hanging fruit, right now, I think is just a great idea. Even if you just cleaning up the data, because you know, sometimes a patient management system doesn't match another system, just to make sure it's all correct. There's a lot of stuff like that to help make you successful later on.

Oliver Gelles: One note, you know before this thing. There was a lot of chatter and a lot of anxiety about direct-to-consumer options like Smile Direct Club and all that stuff.

Richie Guerzon: Yeah for sure!

Oliver Gelles: And what's really interesting that we've gotten some good information on is, you know, when you chart and map all of the Google reviews for some of our top doctors against the Google reviews for Smile Direct Club. What's interesting is that what patients value and what they mention in the positive reviews are virtually identical with one exception which is that they the two terms that they most commonly mention about Smile Direct Club that they don't mention about top-performing orthodontic practices are the words easy and convenient.

Richie Guerzon: Really, I mean that is very valuable information.

Oliver Gelles: And so if you think about what we're talking about with virtual consults and making it easy for a patient to come in, you know, it points to you know, making sure that you move away if you have a multi-step consult process that you move to a one-step consult process. A lot of practices think that patients want to come in two or three times before starting.

Richie Guerzon: Yeah, that's a good point.

Oliver Gelles: Yeah, right. They want to know that if they want something today, that they can make an appointment, they can come in, and they can get started. And then this virtual consult is not going to go away after COVID. I think people are going to see that it's going to be a tool that they might have to use for some patients that don't have a lot of disposable time, that are willing to get on for 15 or 20 minutes on a consult virtually, but maybe don't have the time to square away a visit.

Richie Guerzon: Absolutely, and if you’re not doing it, your competition is. So if there's any reason to do it, it’s that.

Oliver Gelles: That's right.

Richie Guerzon: I totally agree. I remember my junior high school teacher used to call us, and that was me, I'm old now the microwave generation. So I can only imagine what it is now. Well, everyone wants instant results, give it to me. That makes a lot of sense. I think a lot of practice will come out better off than they were after all of this because we're forcing these process improvements in these efficiencies that people were hesitant to do because it required change, you know, but we're all forced to do it if want to succeed and grow.

Oliver Gelles: These are separating times, those that have just shut the lights off and put their heads in the sand will find themselves several steps behind those who have been reinventing themselves, looking at all their systems, making the tweaks that they would never have had the time or opportunity to do. The best analogy I've heard during this period of time is it's you know, it's similar to a five-lane highway shutting down to one lane, the cars that are in front that get to go past the shutdown, race ahead, and the ones that are far in the back, you know, they might not even start moving for a while. And so I firmly believe that's what it's going to look like.

Richie Guerzon: Yeah, I think you're absolutely right. It's a great point because I can't, it's hard for me to imagine just putting your head down in the sand and not doing anything but I guess people really are doing that. That is super scary because if everyone has these processes in place now and are using them right now, and training the team right now, and everyone all the customers are now used to these virtual processes so that even customer behavior is just totally changing.

Oliver Gelles: Right.

Richie Guerzon: Like crazy fast. Yeah. Good point.

Richie Guerzon: So if someone wants to learn more, what's the best way for them to get in touch with you guys?

Oliver Gelles: Easiest way is to go to StartMoreSmiles.com or go to the OrthoFi Facebook page. There's a couple of different ways that you can connect. What we normally do is we set up time with a practice to go over an overview, virtually, and they can ask, they and their teams are all invited, they can ask a million questions. And you know what I always say is we show them a lot of information and a lot of data through those, so even if they end up not purchasing OrthoFi and not becoming a customer it's valuable time spent because it can probably help them to think differently about their practice. So either way, it's just good education and they could find out that way.

Oliver Gelles: Sorry. There's one more way that they can reach us which is to text “more smiles” to 72000.

Richie Guerzon: Okay.

Oliver Gelles: If they're text-friendly that's another way that they can reach us and we will get right back to them and they can even schedule right online. But yeah, thank you very much.

Richie Guerzon: You got it! Oliver, thanks so much for your time. We'll talk to you soon.

Oliver Gelles: Thanks. Have a great day.

Richie Guerzon: You too. Bye.