How AI boosts or hides your brand's visibility online

0:00Jake & DavidHey, guys. Welcome to another episode of Inside Aesthetics. It's an exciting one. We've got Rick O'Neill back, we'll introduce Rick in just a sec. But we're gonna be covering, where we ended with Rick last time, talking about digital marketing, but also what's changed in 2026, and with the advent of AI proper, with Claude, ChatGPT, and all these tools that people are using seemingly all the time now.

0:00And maybe what we discussed last time has been flipped on its head. Yeah. Everything's moving so quickly, I think it's impossible for anyone to predict what's going on. Things are moving quickly, so we thought this was a, a timely episode to give people an update. What do we know today that you need to know to run your business more effectively, and how do more patients find you?

0:00Yeah, 100%. Now, before we get into that, first big announcement about the podcast and also our app. We have relaunched our WhatsApp community. So if you guys previously were part of our WhatsApps, and you got a lot of support and help and advice, et cetera, we have relaunched that in a big way.

0:00There's some free chats and subscriber-only chats, so check out the link below. Yeah. So we've got a nice little hybrid ecosystem. We've got our custom-built IA community app alongside the WhatsApp for instant messaging, and we just found it worked better.

1:00It was more intuitive. People can check on demand, and it just works really nice having those two systems together. Yeah, 100%. And also, you can access a 30-day free trial, so you can try before you buy. Excellent. And second of all, before we kick in, if you guys get anything out of these podcasts, if you enjoy the content, if you find it's educational, if you think a colleague or a friend would benefit from what we're talking about, please share it, pass it on.

1:00This is how we grow and get better and better guests, and obviously, we've got the best today, Rick. But better better guests, more resources, and it just helps us create the content that we're creating. So pass it on if you get any value out of it. Give us a like, subscribe if you're watching us on YouTube, if you're not already, comment on social media.

1:00And thanks again for all your support. Yeah. So all the links for that are down below. Now let's get into this podcast.

1:00Excellent. So let's reintroduce Rick, our friend. Now, you've moved since the last time we spoke to you. You're now in Dubai. So Rick, just reintroduce yourself for our newbies who haven't come across you, and tell us what you do.

2:00Rick O'NeillOf course. Firstly, everyone, please do like and subscribe because as you can see, they're really scraping the barrel for guests here. so my name's Rick O'Neill. I'm the founder of LTF Digital. Our whole mission in life is to support those in medical aesthetics with digital marketing to grow their business. I've been at this digital marketing game for a long time. Built my first website in 1994. You may have listeners that were not even born. Imagine that. So since we last spoke, I moved my family four thousand miles to Dubai, that's where I'm sitting now. the whole team in LTF or most of the team is still in the UK.

2:00There's now in the UAE and one in Canada, so we're spreading around the world because we're in demand 'cause this stuff is changing so rapidly. uh, Yeah, we're here to talk about what's, uh, what's changed.

2:00Jake & DavidAnd maybe before we kick off into that, you just held a really successful event called Rise over in the United States. We obviously were involved. We ran a competition and sent someone over to come to your amazing event. So do you wanna give us just a little bit of a flavor of what it was all about?

3:00Rick O'NeillYeah, absolutely. So it was called the Rise Summit, and I can exclusively reveal it will return, uh, so in twenty twenty-seven. City and country to be confirmed, but it was in Houston, Texas. Uh, I co-founded it with my friend Cheryl Haseeb, who's a nurse practitioner from Texas, we pulled together the Avengers of clinical and business to create something a bit different. I know everyone says that, but so far the feedback has been overwhelming. I've had people telling me that in eighteen years of attending events, they haven't done anything like this event. I think what made the difference is we eighty percent of our effort curating content and the faculty, and there was no-- there were, I think, one or two sponsored talks out of forty. Everything else was fully independent, all educational. It was hands-on. Even the business stuff were hour-long workshops with workbooks, takeaway materials. They're gonna get mentorship after the event. It was-- out of our way to try and make it hugely valuable, the networking and the community bubbled along, alongside it.

4:00And so far, we believe it was a smash hit, so we'll be doing it again.

4:00Jake & DavidBrilliant. Do it in Australia. Otherwise we have to fly to Houston- Yeah ... somewhere else.

4:00Rick O'NeillSydney was on the list for sure a- amongst a few other ideas. So mean, I would love to... I've never been to Australia. How

4:00Jake & DavidReally?

4:00Yeah. Okay. We will generally have to speak, and if you don't come here, we'll come to you next time. So let's agree on that.

4:00Rick O'NeillYeah, perfect. Sounds good

5:00Jake & DavidPerfect. Now, you were last with us episode 343, I believe. Check and make sure that I'm right. But we were talking last time about, what we've discussed previously, digital marketing, what people need to do, SEO, construct their websites, and maybe not lean just on social media.

5:00Is that a good synopsis of where we were?

5:00Rick O'Neillsounds about right

5:00Jake & DavidSo what has changed? Because we were jokingly gonna say everything that we said in our last pod- last podcast was wrong. Now, that's not completely fair, but things have certainly changed a lot, and I've noticed it as well. When my patients are coming to see me, or should I say new patients I always ask, "Where did you come from?"

5:00And literally 95-plus percent are saying ChatGPT. Not even Claude, which I find interesting, 'cause most people I know are using Claude. yeah, it seems to be a lot of different world from where we last left you, Rick. So can you just give us a flavor of what we're gonna be talking about and what people are gonna learn from this?

5:00Rick O'Neillmean, First of all, let's come back to that 95%, 'cause that's... You are the outlier for sure. it- with that higher percentage finding you on ChatGPT right now, that would be a major exception to the rule. Okay can, you can give us a masterclass in

6:00Jake & Davidrecommendation nothing. I literally have done nothing, but I do think I ha- I've benefited from presence on Google. That's all I've done

6:00Rick O'NeillYeah. mean, the biggest thing that has changed obviously is AI. We have to talk about AI. It's like the law now. if you're having any conversation, you've got to talk about AI. the way they introduced it to search when Google introduced it, had the biggest impact. So the apps, the chatbots that you mentioned, ChatGPT, Claude, they are having significant impact, but the biggest change that has kinda turned a lot of what we talked about last time upside down, and we'll get into that, is when they introduced AI into the Google search page, sort of fundamentally changing a lot of their business model and a lot of other people's business models in the process. to make a couple of dramatic points to set the scene. In the first four months of 2026, 70% of Google searches did not end in a website visit. that's huge.

7:00Jake & DavidNot good for your company either, is it? Say that again

7:00Rick O'Neill70% of all Google searches in the first four months of this year did not end in a website visit

7:00Jake & DavidOkay. So understand the words that you're saying, but I can't follow the logic of what that actually looks like. So me, I go to a website, I'm looking f- I'm looking for a restaurant, and I type into Google, "Local restaurant in eastern suburbs Sydney," and I'm not getting websites that are coming up. Is that what you're saying?

7:00Rick O'NeillSo you, that you might get websites displayed, but 68, I think it was 68%, to be very accurate, they stayed in that AI conversation and either clicked to phone call or got the information they needed and left, and they didn't go through to the website for the business. and whether or not that's good for my business or your business, we're definitely gonna talk about that because actually just different.

8:00It's not or worse, it's just different, and it turns the model upside down as to what we used to care about. we used to care about getting everybody to your website almost at any cost. that game has changed because of what I just explained. They're not making it through to the website until they are at a real point of intent. what I'm trying to explain is it's not worse, it's different. So if you imagine before, a patient, you were searching for help with a treatment or a clinic, et cetera The value of you as that patient researching is the same, whether you're talking about the practitioner or the clinic with AI or looking at their website, in both cases, you're still not booking yet. not at the point of intent. So your value is the same. It's just that your website traffic is only gonna go in one direction from now on, which is down. And the n-natural next question that I'm getting asked "Well, why do I need a website then?" And the reason for that is, and that was the big thing that I-- my prediction last time that was wrong, by the way, if you wanna clip this up, is that our last chat, I'm pretty sure I said something like, "In a couple of years' time, websites may be irrelevant, or they might just become like a chat interface," or something like that. That was fundamentally wrong because way you get recommended in AI, and if you're gonna have any hope of getting cited in AI, is by having a very, very authoritative website full of all the answers to the questions that patients have, and that part hasn't changed. 'Cause if you remember, I talked a lot about writing articles that answer patient questions, et cetera. That is now, as a strategy, needs to accelerate even faster with a couple of caveats because that content has to be original. Because a-alongside this big change in how search and what the search page looks like, alongside that, as you said, everyone's using ChatGPT and Claude to do everything, and everyone's getting a bit lazy and stupid. The internet is full of slop. We're going through this giant slopification process, Google realized that pretty quickly. There are billions of web pages since the advent of AI are just the same. They're thin. So Google describes it as thin content. And at the same time as changing the way things work on the search page, they have done a massive purge, clear-out.

11:00So two or three massive updates in the last six months have devastated even more traffic to lots of websites. any articles that Google thought were no longer required or were duplicating lots of other of the same, they de-indexed them. They

11:00Jake & DavidAll right

11:00Rick O'Neillof the results. And on average, across all websites, not just in aesthetics, but it does also apply, average, from those updates alone, thirty to forty percent of the traffic is gone to websites.

11:00And to make this point really dramatic Websites like Reddit USA Today CNN, Insider, LADbible, these huge websites are actually considering blocking Google their websites. you're probably like, "Why? Why would you do that?" And the reason is it's no longer a good deal for them because their whole business model depends on getting clicks, and they're not getting it anymore. Google still wants their content in its AI interface, and it's just not a good trade for those businesses. So they're all getting together and actually considering blocking Google and using other means to get traffic to their content and stopping Google using their content in its AI answers. Now, I think it's just a threat.

12:00It's like a Mexican standoff, but it just highlights upside down. Everything's getting thrown up in the air. That has been the model of Google and websites for 20 years, and then now it's all been thrown on its head. what's probably most important for this audience is how does that impact like, day to day, we're we're definitely gonna get into. it's important to understand the context of how much has changed because it changes a lot of your assumptions about what's important, you should do with your marketing, what you should do with your website, how patients are finding clinics. All of it comes from those big existential changes that I've talked about.

13:00Jake & DavidI was gonna say, in the last six months, I've definitely used AI way more, and I know you have as well. Yeah. What's your experience as a layperson just dabbling on Claude and- it's pr- it's highly effective. It saves heaps of time. It seems to almost supercharge or turbocharge the results that you were getting previously with just using a random Google search.

13:00It seems to be a lot more informed. You can get to, I don't know, you, you can get to different a- areas of people's ecosystems more easily. It just seems to be like a great aggregator more so than what I was able to get previously through the- So you fi- are you finding you're spending less time on Google?

13:00Absolutely. Yeah. Yeah. For sure. Yeah. And that's my experience as well, yeah. And so what does the patient journey look like now from for someone, say, for lip filler? H- what does that process look like for them for the average person seeking that?

14:00Rick O'Neillput put a pin in that 'cause you said a couple of things that we need to address.

14:00Okay first of all, you said that AI was informed. But it's really important to give proper context to that because uh, Harvard did a study and ChatGPT gets 49% of healthcare questions wrong. So practitioners and clinic owners that are, I know for sure you're all seeing patients coming in with treatment plans that they've written on Claude

14:00Jake & DavidOh yeah. Yeah

14:00Rick O'Neilljust put 'em in the bin and tell the patient to shut up and listen, because they're putting too much trust into AI.

14:00Jake & DavidIt hallucinates

14:00Rick O'Neillstill gets stuff wrong, and you guys are the experts. Please don't waste your time trying to defend what you do against ChatGPT. That's what I would say. So to some extent it's informed, but getting half of healthcare questions wrong ain't good. I think people to- put a bit too much trust in it currently, and I think that's important. Forget the other thing you said, but I'm

15:00Jake & DavidBut i- if I can, add to that a- as the injector, it's actually very hard to say to someone "Put that in the bin. You're talking nonsense," or, "Don't trust that." You come across defensive. We've definitely had that. And there's another website I don't know how you'd say it, but it's Q-O-V-E-S, Qoves or Qoves,

15:00Rick O'NeillPubes

15:00Jake & Davidthat has become a huge thing.

15:00It seems to be wildly popular on Instagram, and people are printing off their own sort of AI plan of what you should be doing to their face and almost giving it to you like a, a menu that you need to serve as the performing monkey. So that stuff is gonna become more and more common. So if you're an injector out there countering this, I would just say, try and be respectful.

15:00Say that's awesome that you're really into this, and thanks for doing your research. I will have a look at that. But let's just go through my process and do some photos," and try and steer, try and steer them the other way. But it's definitely becoming more common. Yeah. Just to qualify what I was saying, informed in terms of aggregating information, helping bring in lots of different sources, I find it more effective than Google.

16:00But just like you guys, I'm finding errors with it as well. I think the problem is you don't know anything about a subject and then you trust AI to give you the answer and you just trust it implicitly, that's the problem. But if you have a baseline understanding, you can pretty much see stuff that's wrong.

16:00If you have... Yeah. But it's when you're completely uninformed that it's problematic and you just trust it

16:00Rick O'NeillYeah, you're the... If you're an expert in something, then man, it rocket powers you. because you know what to tell it, you know what-- how to put the guardrails in, how to curate it for what you're doing. you are not an expert in something, like a patient is not an expert in medical aesthetics, it breeds what I would call confident incompetence.

16:00Jake & DavidMhm

17:00Rick O'NeillSo you become very confident about something of which you know nothing, that's a major problem. So I, and I know it is probably pretty difficult to say, "Thank you, but shut up," and I probably wouldn't put it like that to the patient, but it-- you're gonna have to manage their expectations. And the same with this QOVES app, which is everywhere. it's the same thing, and it-- I it's nothing new 'cause people probably in the past would bring you a photo of Brad Pitt and go could, could you make me look like him, please?" And it was a bit easier 'cause you'd that's that's Brad Pitt, mate. It's not gonna happen." but now it's them, but it still might be unrealistic g-given where they're starting.

17:00it's a new job. As if you didn't have enough jobs, it's a new job kind of manage expectations. And the other thing that you'd said, which I've just remembered now, was that, around the usage and how you're using it more than Google, which I think for people is true, but actually the stats The research industry-wide still shows that Google is God in terms of usage.

18:00So like 15 billion searches per day through Google compared to billion prompts on ChatGPT, but not all the prompts are searches. Most of them are still, "Make me a shitty flyer, please, for my event." So and on. Please stop doing that as well. Oh my God, the slop is awful. they all look the same, don't they?

18:00They all look the same. There's there's like a million pieces of information on there, and then three panels at the bottom with icons. You've gotta have that part. They've all gotta have that part. so the usage says that Google's still by far and away the source, but they're not mutually exclusive.

18:00People use both. like a 95% overlap between people who use Google and what what we've seen is that people, might use one of the chat apps for discovery, but they still trust Google, so they'll go and check out... If they get recommended something or someone, they'll still check it out on Google to check that it's real, which I think is the right way to do it, and they'll ch- still check reviews as well.

19:00Reviews really really important. in fact, reviews are important to people and AI. AI will read let's say a clinic, for example, read their reviews before it recommends. So it's getting more sophisticated. It's not as the ChatGPTs and the Claudes, their algorithm for surfacing and providing recommendations is still not anywhere near as sophisticated as Google's, and they still rely very heavily Google's data is the search index.

19:00they still own it. And when Google decides to flex its muscles, AI apps feel it instantly. So previously, until about a few months ago, the AI apps when they were searching, were allowed to access the top hundred results from Google's algorithm. few months ago, Google decided, "Nah, no. Now you can only have 10." And so access to information is far greater than ChatGPT, Claude, et cetera. it may change over time, but that's where we're at now, and I think it's important to have that context as well that when you're looking for something, Google and Google's Gemini, which is what you're seeing in the AI overview, is the m- the master source of information.

20:00Jake & DavidNow, let's try and answer David's question again. So patient asks for lip filler, I don't know, Surry Hills, Sydney, which is where my clinic is. What are they served up and what's their experience using, I don't know, Gemini or Claude or ChatGPT that's different to what they used to do?

20:00And what should clinics be thinking about to be in that process?

21:00Rick O'Neilllet-- we'll start with Google, then we'll talk about the apps. So with Google and and with all of them, it's very dynamic, meaning depending on your history, what you've told it about yourself before, you phrase the question, all that kind of stuff, it will serve differently 'cause very very clever at understanding intent. So for example, if you asked a more researchy question like, "How many clinics are there in Sydney?" get a different type of result and layout compared to if you asked for, "Who's the best doctor with a dimple in his chin for lip filler in Sydney?" it would work harder. It would present you different results, right? So but typically, if you're looking for, in your example, a, a clinic in Sydney, then the first thing you'll see is the AI overview, it will pull into it the other traditional elements of search. So it'll have in there, if you've looked for something local, it'll pull the Google profiles or the first few and their reviews, et cetera, and that'll take up like a third of the res-results page. Below that, you'll get the ads, the paid for Google ads. Below that, you'll get the original map result showing your proximity to clinics, and then below that, the original like number one on Google organic result, which is now virtually hanging on at the bottom of the page. So the... That part is interesting because what everyone used to obsess about, which is no longer worth obsessing about, is being number one on Google. That's now position ten at the bottom of page one because of all that other stuff that's been placed above it. So vast majority of the action and where you need and want to be is in the top uh, position, the AI overview, possibly in the Google ads if you're prepared to pay for traffic, but also in the map results.

23:00Because if you're not in the map results, you won't get pulled into the AI overview, which is at the top. those two feed each other. so if you're a clinic and you're thinking, I just, I'm noticing I've done some test searches, and I know that someone far less qualified than me is getting recommended.

23:00How are they doing that?" I think that's where our chat needs to go next is like, where does AI get its answers? What can you do about it? what's the kind of practical steps that you can take? So we can get into that if you want.

23:00Jake & DavidYeah ... I don't know if you're gonna answer this. But do you think it's, I don't know how to put this, has it democratized search rather than just someone having a huge budget and, buying number one effectively? Has it made it harder to do that?

23:00Rick O'NeillHas it democratized it? Not necessarily. In some ways, but if you had a big budget and you knew what to do with it, you could still dominate. So

24:00I s- I'm not sure it's 100% democratized it, but it's helped in some ways. know I always talk about obsessing over Instagram and having a single channel marketing strategy, et cetera Now even more than ever before, that's a huge mistake because when you look at the sort of big spider diagram of all the different sources that AI uses to give its answer, social media is just one tiny part on the map. it it has a part and it sorta help-helps with your authority, but there's so much more to it. definitely what's happening with your website, more trusted than any other source is what other people say about you. that could be your Google reviews, it could be you've been published in different places, maybe you've spoken at or you've been cited in interviews or magazines or you've written articles for other people profiles about your business that link back to you, all that kind of stuff. It all builds a picture all of that you can have an influence on and most of it you don't have to pay for. if you do have a big budget then you can also buy traffic with Google Ads and Meta Ads. You can also have a big PR machine behind you PR is coming back into its own because AI looks at your general fame terms of your expertise, your niche.

25:00So if you've got a big PR behind you and you're appearing in key publications, it sees that as highly authoritative. So if you get mentioned in a national newspaper or, you know, a popular or fashion magazine your name and your website is mentioned on their website, will immediately think, "Wow, this is the person.

26:00I need to them as established and esteemed." Separate to that and where I- AI can be a bit dumb but you potentially could use it to your advantage is awards. It seems to really be interested in awards if you've won awards. And as we all know, not all awards are equal uh, especially in aesthetics. Some are pay to play whether they would admit it or not. but having them on your website, talking about them in your bio, it does seem to directly impact AI's, preference to recommend you. So it's somehow democratized it, but if you had enough budget behind you, you can still of win at the game of I think the key thing, key point around what can you do and what's different is I've seen quite a few people online about AI optimization as if it's a brand new standalone thing And I saw one guy who shouldn't really have been allowed to speak into a microphone, he seemed quite influential, tell people that there is only 1% overlap between what you had to do for search optimization you have to do for AIO.

27:00He said that they were completely different things. is, it's the exact opposite. There is a 99% overlap. All of the good principles of search optimization you with AI optimization. only a tiny difference really, which is there's a slight to the way you should write your blog articles to help AI reference them. a few technical things you can do with your website that will help it indexed and read by an agent, and we should clarify what that means. So a lot of people now are using the chat apps or Claude or Perplexity, they will create an agent to go and do jobs for them. So now your website has two types of visitor. One is a human, the other is an agent. we've already seen clients of ours where an agent has been to the website and made a booking on behalf of its master,

28:00This is wild time to be alive. So when producing your content, it's still predominantly all of the original good stuff around educational content that is original, that's really helpful for the patients you're trying to and help, and then there's a couple of that, that are specific to AI.

28:00One is you might add something called schema code to your website, which helps an AI agent or a crawler from an AI search understand what you're all about. Who are you? Where are you? What's your expertise? How can you help? And then in the way you write your content, we've noticed that AI is quite lazy, so if we write an article a baki- basic example about dermal fillers We will write a TLDR at the top of the article.

29:00Too long, didn't read summary at the top of the article, and we can see sometimes within a few hours, AI is using our TLDR as its answer to a question it's lazy and it goes, "Oh, thanks. I'll use that and take the credit for that summary." And then it will send people to your article to read all the details, and we see a lot of traffic coming through blog sections from AI platforms. So there's lots you can still do, but what it comes down to strategically is do not rely on a single channel, which I've always said, because that's only a tiny part of the story. Try to build your which means in other places other than your website and your own social media. How do you do that? Offer to write articles for other websites. So if you partner with other businesses like spas or Pilates studios or hotel country clubs, whatever, go and write articles for them about what can you do with sun-damaged skin or what's the truth about polynucleotides or whatever, 'cause the people in those businesses are gonna also be interested in what you can do. the website or the business that you're partnering with will, will love it 'cause it's more content for them, that's a citation back to AI. That's improving your footprint on a third-party platform. So the more you can do of that, the better. The more you can encourage your patients to leave positive reviews encourage them to actually talk about what they had, why they came to you in those reviews, all of those things are gonna help you appear as the recommended source. Social media plays its part, so keep doing that stuff, but make it educational so that it's relevant to certain patient questions. Every time you dance in front of the camera and it's just a trend-led thing no actual point to it, not helping you build a footprint in search or anything like that.

31:00It might be getting a bit of engagement and it might be to breed a bit of authenticity or whatever with existing followers, which is great, but it's-- that's different to driving a, and a search footprint. and then when it comes to your actual content on your website, you have to be constantly about that you can help patients with. But The caveat is that content has to be original because as I mentioned earlier, Google is now super strict about thin content. it's been written before and it's clearly just there for SEO purposes only, they won't index it. fact, even really good articles that we've written, we have to manually index them Google Search Console, whereas before they would automatically be indexed. So now it's a tougher game, you have to be doing it. The blogs are, despite what anyone might think and all the shiny sexiness of social media, blogs are still the killer for building a, a practice. there's uh, analogy that Google have had for years and years, which is now more relevant than ever, which is called EAT, E-E-A-T, you have to check these four boxes for every piece of content you create. it stands for experience, expertise, authority, and trust. And if your content has all of those four things within it genuinely, then will rank and it will bring traffic to you. If it's something you've just banged out on ChatGPT and you just throw it onto your website, you have a hundred percent wasted your time, fact, you might do harm to your search footprint and your website

33:00Jake & DavidInteresting. You mentioned reviews, and that's quite a topical issue here in Australia with all of our regulations. I was talking to a client weeks ago who had removed all of their Google reviews because patients ... they were under the assumption that they couldn't have reviews on their website.

33:00My understanding is, so this is for Australian listeners, it's my understanding that you can have reviews as long as they don't talk about a treatment recommendation, or a scheduled medication. That was my understanding. What is your understanding? My understanding is can have reviews, i.e.

33:00Google Yeah ... reviews. You just can't interact with it. Yeah. So you can't say thanks. You can't say anything. You just let it happen- Yeah ... 'cause it's a third party to you, and it's still good for your authority if they mention your website- ... and your name and so on. But, just by law, we can't encourage it, yeah. People have some of these reviews on their actual website. Oh, that's definitely not allowed 'cause you're promoting a testimonial. That's what I'm saying, but if it's not related to a scheduled medication. Yes. So if you have a laser- You can. Or just even the experience, you know- Yeah ... what your, what your clinic's like- Yes

34:00how you felt, your, maybe your consultation skills. Yeah. Sorry, I'm talking about S4 and- Yeah, exactly. So just if you're listening to this, just double-check the legislation because you might be cutting off one of your mechanisms to attract new patients when if you just pay attention to the detail, you might be able to still do a lot of this without breaking the law.

34:00Yeah. Rick you tried to get things up and running here in Australia and it was very difficult. What was your take on that whole experience?

34:00Rick O'NeillSo I the-- on the review thing, and my understanding was the same as yours, Jake, that you can, know, people can publish the reviews and when you're talking to them, you can the, what they could describe in their review uh, as long as you don't promote it or respond to it publicly. I'd, I still think though, everything we're talking about here um, a lot of it, huge amount of it is compliant within Aussie regs.

35:00So they vary state by state, but the general principles in terms of writing educational content, as long as you're not referencing products and uh, prescription meds, et cetera, and you keep it to generically answering a patient's question uh, focusing on concerns rather than treatments, focusing on, David said, the patient experience.

35:00All of this is still gonna be strong content for AI recommendation, that's really the game now you're you're heavily restricted where you guys are in terms of what you can do and say on social media. But if it's content that's a pull strategy, which means obviously social is push, you're trying to post stuff into people's face, but this is about someone's searching for something, they're gonna surface, they're gonna pull your information. the key strategy that will work in a market like yours that is heavily regulated on this stuff. So yeah, and I think uh, other than that, working with your existing patient database is probably one of your biggest opportunities where you are easier said than done if you're just getting started.

36:00But they-- we always say there's gold in the list, and I know the biggest clinics don't do anything near enough with their current patients and their list and talking to them and educating them. So I think it's important not to neglect that when you're a little bit restricted on your external marketing.

36:00Jake & DavidYeah, good point. So would you recommend with that interaction? Is it a monthly newsletter? Is it SMS? What, what strategies work best for your existing database?

36:00Rick O'NeillThese days, real world events. So I know I'm the digital guy, don't expect me to say that kind of thing, but you've got to

37:00Jake & DavidMhm.

37:00Rick O'Neilland the more AI and the more digital and the more automated everything becomes, more real world events are really having a massive renaissance. So if you are expert in something like women's health, for example, or menopause or whatever it is, having a educational evening and having a couple of talks and some demo treatments, things like that, using that as a way to engage your current patient list, but also encouraging them to bring a friend, is a really good marketing strategy right now. That and partnering with other local businesses, like I said, not only from a content perspective, but from an events perspective. So you could come and do some talks in a Pilates studio, or they could come and do some at the clinic or whatever. kind of thing really works, that collaboration and real world stuff, and then amplifying that digitally. So all those events are gonna give you great content for your next email campaign, for your next social media post, for your next blog article, et cetera. So it's thinking about it the other way around. What can I do in the real world that then powers my strategy? And that kind of thing we're seeing is working really well.

38:00We for particularly for dental clinics, for some reason this is working really well for dental, but also aesthetic clinics as well, is doing like an open day or limited slots on a day for education analysis, like if you've got skin analysis machines in the clinic or demoing certain treatments and, and booking people in for an experience where they're gonna learn.

38:00Let's say you're gonna learn all about sun damage and how it impacts you and what we can do about it. We're gonna you underneath the surface of your skin. We're gonna give you a plan. You can have some lunch, and then we'll show you some of the technology we use to help you. Those kind of campaigns are working really well.

39:00We run them as ad campaigns, email campaigns, and we fill up the day, then once we put them in your hands, you guys are amazing at building a relationship, that patient come back for a long-term treatment plan, et cetera. working really well, and the exact thing will in Aus

39:00Jake & DavidHave either of you guys, I don't, I've never seen this. Has anyone done a a mass webinar but for patients? So you can scale it and have hundreds of patients, but it's educational. You're not selling really anything. You're just doing what you would do virtually, but as a slide deck, as it were.

39:00Have you seen that?

39:00Rick O'Neillreally, good idea, Jake

39:00Jake & Davidthere you go. You can steal it from me 'cause

39:00Rick O'Neillwell, uh, we've just given it to however many thousands uh, listeners you've got.

39:00Jake & Davidyeah.

39:00Rick O'Neilllet's let's see. I,

39:00Jake & Davidand tell us. Do it.

39:00Rick O'Neillone strategy that I've seen, I think it was in Canada. I wish I could remember the lady's name 'cause she was really cool. her niche was lips.

39:00That's all she does. she's meant to be amazing at it, and I'm sure she is. Her strategy was very bold, but I loved it. So when you go to their website, cannot book until you've watched a mandatory 40-minute webinar

40:00Jake & DavidRight

40:00Rick O'Neillit explains everything they do, everything they will not do, exactly how it works once you arrive for your consult, the kind of pricing and budgets you should be anticipating, what's acceptable, what's not acceptable, the pre-care, the aftercare, and they will not let you book until you've fully consumed all these rules and the information and the context as to how it works, and kind of being onboarded maybe filtered out if you're the wrong kind of person. and you can't skip the video, and the booking options don't even show up until you've watched the whole thing. And she's fully booked for six months ahead of time, I thought that was brilliant.

41:00Jake & DavidI love it

41:00Rick O'Neillhaving the confidence and the, yeah, confidence to filter people out more than in,

41:00I

41:00Jake & DavidYeah. Gosh, that is bold, especially if that was her opening move or that is s- or was that something that's progressed over time as she's become more popular?

41:00Rick O'Neillsuspect it's progressed over time, the more she's probably experienced the wrong kind of patients

41:00and the wrong kind of expectations and all the rest of Yeah

41:00clear steps to avoid it in the future, and that's where she's landed.

41:00Jake & DavidGood honor.

41:00Rick O'NeillYeah

41:00Jake & Davidwhat do you think about we can do with CRM systems now? And I know you're not like a, a CRM expert, but we're now butting up against AI interacts with websites. We've now got CRM systems that integrate across your entire ecosystem, so you mentioned mining your existing database.

41:00There's nothing more annoying than getting an email or a message for something that's not relevant to you. so I know that a lot of the more advanced systems now can automatically go through, filter out certain segments of your database, suggest campaigns or messages or reminders about certain things.

42:00know that the chatbot or the, the chat agent concept was a bit clunky a few years ago. I think it's become a lot more advanced, and you can train it to be a lot more I don't know, accurate with the information, and it's conveying the messaging that you want in terms of capturing leads that people to...

42:00that happen to appear on your website when you're closed. What are your thoughts on that technology and how it all sort of interacts with the entire ecosystem?

42:00Rick O'NeillI think this is where AI really is useful and appropriate i-in all the examples you gave, almost impossible for a human to do a better job of personalizing happening, the same actually applies to handling calls and messages there is now an AI solution for that. Full disclosure, we're rolling our own one out, but I'll try to be objective here, we waited two years before we even touched that 'cause like you said, they were a bit clunky to begin with.

43:00There was hallucinations, there was issues. if you're trying to grow your practice and you're trying to beat the competition, 'cause let's face it, there's more and more competition, the event I was just at in the US, on stage mentioned this stat, you might have heard it, but in the US there's now more med spas than McDonald's.

43:00I looked it up, sadly true. something like sixteen thousand med spas, only thirteen thousand McDonald's uh, which is unbelievable. There's-- It's more than Starbucks too. I think there's fifteen thousand Starbucks, sixteen thousand med spas. it's highly competitive. So if you're anti-AI, you're gonna be at a major disadvantage. You're gonna be like Blockbuster Video as Netflix was coming up.

44:00and I don't know if you know the story, but

44:00Jake & DavidThey could have bought them.

44:00Rick O'Neillthey tried to sell themselves to Blockbusters for fifty million dollars, and Blockbusters laughed them out of the room,

44:00Jake & DavidYeah

44:00Rick O'Neillwere later killed by them. So I always say to my team, "We never wanna be Blockbuster Video.

44:00We've got to keep changing what we do and how we do it." And it's the same for a practice owner. So whether you like it or not, whether you're anti-AI or not, you have the ambition to grow, I think you've got to use these tools. Like you said, chatbots are than they've ever been, and they're the worst they're ever gonna be today. They're only gonna get better. they can be super personalized, help people through your website, and help people make bookings. Uh, the one we're rolling out is agentic, so it can literally book people into the practice system. So it's when it's on the phone to somebody, it can go, "Okay, Well, it's been great talking to you. Uh, on Thursday, we've got two o'clock or four o'clock. Which one would you prefer?" And then it books it in, and straight away on your phone, you've got the text, the deposit link, et cetera. So it can be having a thousand of those conversations at the same time. There's no way your front of house and no way you can compete with that.

45:00so I think if you are working with CRM systems or AI tools, providing they are compliant in terms of patient data, terms of you know, privacy, in terms of what can, and can't say and can and can't access, once those sort of fundamentals are ticked off, they really useful tools. They can rocket power you can do with your existing database in terms of segmenting it and reactivating patients So you can have those, like you said, Dave, segment your list, through... You can build a little agent that every morning checks for in their 40s who last had a tox treatment four months ago and send them a voice note. Like, it's that good now. So be impossible to do that. You'd need a huge marketing team time to compete with it. So I would strongly recommend leaning into it if you've got ambition to grow the business. If you're anti it and you're happy where where everything's at, then have at it. Enjoy your life.

46:00'Cause like, to be honest, I would rather we never invented AI personally. but we're here now, and I think if you're trying to grow a business, you might as well use it before it kills us all

46:00Jake & DavidThat was gonna be my final question. I just did some sums- ... whilst we were whilst you were talking. So 350 million, roughly, Americans, 16,000 clinics. That's still over 20,000 patients per clinic. So there's plenty of people to go around still, but i- it's a big number

46:00Rick O'NeillYeah. Guess a lot of them are really really old or still kids, but,

46:00Jake & DavidYeah

46:00Rick O'Neillin theory, it is enough. I think what's gonna happen in reality is the middle of the market will be squeezed.

47:00Jake & DavidYeah

47:00Rick O'Neillhave your standouts that are niche in something or they're high-end, whatever that means. And then you've got the chains and the high volume discount stuff at the bottom. in the middle, you're going to be squeezed one way or another, and it's purely because that patient that's looking for you in your local area has options. And what happens, this is really key actually, is if you are putting yourself out there with your marketing, let's say on social media, whether it's organically or with advertising, what happens is, you, your ad comes up in the feed and the patient makes an inquiry That tells the algorithm to that, that that patient is really interested in skin clinics, medical aesthetic clinics.

47:00So then it says, "Let's show them all of them." So now in their feed, after they've made that inquiry with you, they're gonna see all your competitors in the next two minutes. And so we talk about this thing called speed to lead. And again, the only real way to do this now is with AI or really really kick-ass front of house team. by the way, shout out to a guy called Sam Patel, if you don't

48:00Jake & DavidSam

48:00Rick O'Neillhe does a brilliant series on calling med spas and what that should look like in terms of conversions and things. and we've chatted, he, kind of agrees, like it's amazing if you ha- can have humans get back to people within five minutes and be perfect at uh, the communications piece, but really does need to be augmented with AI if you're gonna scale. I think that's the opportunity for most, is just get better at converting inquiries. Because we get told all the time people that we meet, "Oh, we tried know, meta ads and they don't work," or, "The leads are crap," or, "The leads died." Well, they don't die. Those people are still alive. What happened was you took three days to get back to them, and the clinic down the road had a really slick system of talking to them within five minutes, being highly personalized, warm, friendly, nurtured them, educated them, and saw them for a consultation before you'd even noticed that you'd had an email from them. And that's the reality of it. Speed to lead is really important. And again, that's where your system using AI transform your outcomes your existing level of traffic and awareness.

49:00Actually, most of the time, clinics that are established don't need more leads or more traffic. They need to get better at the existing. We are super interested in that part of it with all of our clients. We're working constantly on the nurture process. We will mystery shop all of our clients Because of course, you all tell us you're amazing at this, we wanna know for ourselves. So we will... I've got a wife, she's very useful at mystery shopping clinics. So we will know what it's actually like, and sometimes, frankly, it's shocking. shocking. You might make an inquiry, and it might take forty-eight hours to hear back from someone, and when you do, a really blunt message that just says, "Yeah, book on the website," basically. That, that's appalling. What it should be is within five minutes, "David, it's so lovely to hear from you. I uh, really interested in what you said about blah, blah, blah, blah, blah. in fact, we've got an amazing practitioner to help you with that, and she's in on Thursdays and Fridays." That's how it should start, like within a few minutes because now doesn't matter what else is in their feed, they're like, "These guys are incredible.

50:00They were straight back to me. It's personalized." And that's what makes the difference. and that's where your CRM, your data, your AI literally transform your

51:00fortunes

51:00Jake & DavidAnd I guess the reality is most people who are going to your website, it's happening outside of business hours, and you're not there. So no matter how good your reception team is, unless you're paying them to be there 24 hours a day, you're probably missing a lot of stuff

51:00Rick O'Neillthe data actually that we've got is 71% of inquiries come outside of office hours.

51:00And so many calls are missed, and so many messages are actually completely missed. Even during the day, actually, of, all of that is money.

51:00Jake & DavidYeah.

51:00Rick O'Neillcan't remember who said this. It might have even been Sam, actually. But something like if you taped $800 to the handset of the phone, then they'll bloody pick it up. Talking about front of house team. Because like, the amount of money that gets lost in just not picking up calls or responding properly is mind-blowing. Like, you could double the size of your business if you just got better at this part

52:00Jake & Davidsomeone gave me advice years ago. I probably don't do it myself, especially when I'm replying to David in a text. But if you want to be nicer in your reply, we can all be a bit blunt, and we don't have enough time, et cetera. They said to me, "Pretend that you're Apple or Disney replying to this person."

52:00nice, and it's always feels so welcoming and friendly, and they can never do too much for you. And if you think like Apple when you're replying to someone it will help you be a bit nicer and a bit more helpful when you're giving them that type of information.

52:00Rick O'NeillDisney are the masters of this. Disney, the way they train their staff are the absolute masters of and psychological persuasion. And a friend of mine, Ollie Barrett, who's now an OBE, by the way, he started in Disney yeah, you should look him up. But he told me that even down to if you're being trained to be a waiter in a Disney theme park or a restaurant, they will train you to identify who is the influencer and who's the decision-maker in a family. So for example, like the, the teenage daughter who has her dad wrapped around her little finger is the influencer, the decision-maker, so she... And if you remember that last time they were there, that girl really likes those really expensive mocktails. "Hey, I under-- Last time you were here, you had the Sunrise, didn't you?" yeah, I love those. Daddy, can I have a Sunrise?" $20. And they're the masters at this kind of stuff and making it personalized and, it's a little bit cynical, but teasing more budget out of the same people, which ultimately, if you're trying to grow a business, you need to get better at that as well.

53:00Jake & DavidYeah. La- last week put, we put an episode out and then it was entitled, Are You a Commodity? And I think everything that we've covered in the last sort of 20 minutes is speaking the same language, which is if you're not an exceptional experience for people, it doesn't matter at all how good your clinical skills are.

54:00It- that's not gonna matter. They're not gonna come in your door, they're not gonna come back

54:00Rick O'NeillYeah. And it's the way, it's the way you position yourself makes all the difference. So we talked about the middle being squeezed and and the commoditization piece, the industry of is to blame for the fact that most people still talk about these treatments by volume or quantity or unit or, know, talking about the technology, and that commoditizes it. know, that would be like a carpenter saying, "How many nails would you like?" Rather than saying, "I create beautiful bespoke furniture." It's the way you position what you do and the artistry of it, and focusing on the outcomes and the transformation that you provide a patient of the tools that you use. And the clinics that really really good at this it's it's psychologically proven in all marketing, but it applies in aesthetics as well, is you focus on the transformation that you provide in everything that you talk about. You don't talk about the tools that you use or the units of product that you're going to sell. And if you focus on the transformation, the price becomes secondary to the whole conversation. Because once somebody is bought in emotionally that they want that transformation, they'll rationalize the price logically later if they have to, they, or they just won't because they want it. So in terms and avoiding being commoditized, it's all about how you talk about yourself and what you do. And, there's another guy who, if you haven't had him on, I would, Adam Harun, he's all about luxury branding, he's brilliant at this, and he will literally give people, "Here's a list of words you're probably using now, and here are some you should use instead." So for example, instead of discount, and instead of free, complimentary. and he looks to people like Hermes

56:00Jake & DavidMhm.

56:00Rick O'Neilland the way they position themselves and brings it into aesthetic clinics, and it makes a massive difference. If you apply it to all of your messaging, your website content, your marketing, what you say in the consultation process, it makes a huge difference to the premiums that you can charge, types of people you attract in the first place, can literally bit by bit elevate yourself out of the squeezed middle into being high-end, and being able to charge what you're really worth of getting squeezed or getting told by patients "Well, Sally down the road does one mil for 50 bucks cheaper." "Fine, go to Sally then, because you're not for us." Like, "This is what we do. We provide these kind of transformations.

56:00Jake & DavidYeah. There was, I mentioned th- I mentioned this last week. There's a, a really good book by Kevin Roberts, who was the former CEO of Saatchi & Saatchi. He wrote a book called Lovemarks, and he was the guy that I, the first time I read about this stuff was how brands get people to fall in love with them and m- mirroring what you just said before.

57:00It is all about emotions and feelings, and understanding that is really your key to success not the next or treatment or device in your clinic that's not gonna do anything except y- except appear as a red line in your balance sheet.

57:00Rick O'NeillExact- yeah. Oh, yeah. Or an expensive coat rack.

57:00Jake & DavidYeah, exactly

57:00Rick O'Neillthe, The other thing about AI that's having a big impact, I did... I joked about it earlier, the slop with content all starting to look the same, right? And I get it. It's tempting 'cause people are busy, and they don't wanna pay for

57:00Jake & DavidIt's j- it's like junk food. It's like it's tempting when you're hungry

57:00Rick O'NeillYep.

57:00Jake & Davidknow?

57:00Rick O'NeillIt is like that. So AI slop is like everywhere, but the problem with that is when everything looks the same, no one notices any of it. like when everything's urgent, nothing's urgent. everything looks the same, no one notices it, and good marketing in aesthetics or any market has always required a barrier. There's something that needs to make it special for it to be effective. So I used an example of this at the weekend. You, you guys know Subo.

58:00Jake & DavidYeah

58:00Rick O'NeillHe is brilliant at barriers. He's an illustrator. He's highly imaginative. His production quality's high. He's got all these barriers that mean other people can't do content quite like him. He did something about a zombie squirrel the other day, and ChatGPT is never coming up with that, right? You have to have a barrier to entry in what you do. You've gotta get back to what makes you unique a clinic, as a team, as a practitioner, and use that in your marketing rather than tempting but really lazy and very ineffective, is to go to ChatGPT and say, "Make me a carousel about lip filler," and it'll look the same as the other 10,000 that people have made that day, the AI that's generating it is right now of the average of the average, and it's only gonna get worse. you've gotta either really good at prompting AI to create something original or just create something original if you're gonna cut through. And again, all those people being squeezed in the middle are gonna take the easy, lazy route, and all the people that are gonna go to the high end, premium positioning, premium pricing, and grow their business with the right kind of patient are gonna go original, unique, and have barriers in what they do

59:00Jake & DavidTo say when I've been scrolling Instagram, which is rare these days, when I do see the carousels where people have done it on Claude, I immediately go, "Ugh, it's just not original. You haven't thought about this. I'm just not gonna read it." And that, that's just my personal opinion. Yeah. I don't know if you feel the same.

1:00:00Yeah. It's j- it almost becomes invisible. It almost looks like a ... when you can s- scan through your emails when you check them in the morning, you can just see spam. Yeah, you just know. It's spam, basically. It's what it is. It's just now in your social media feed.

1:00:00Rick O'NeillThought you were gonna break into the Monty Python song then.

1:00:00Jake & DavidThey pay me a bit more for that.

1:00:00Rick O'NeillIf if you wanna stand out, you have to get back to being original and authentic. it sounds basic and simple, but it is a killer strategy. Just being... There's only one you, as they say, so be that

1:00:00Jake & DavidYeah. So wrap things up and put a nice bow on this, what are three things that the average clinic owner listening to this should do or could do today to start moving their digital strategy in the right direction?

1:00:00Rick O'NeillYeah. So first one, look at your website and look at the content you've been writing, and first check it's original. You didn't produce it all with ChatGPT. And if you did, rewrite it to make sure that, and this is the service pages as, as well as articles and things like that, make sure that it contains those four things: experience, expertise, authority, and trust. do you do be the personally named author on the article, so this article by Dr. Jake Dr. David. it's, you're building

1:01:00Jake & DavidParsa.

1:01:00Rick O'NeillThat has a ring to it, David, doesn't it? Dr. David. that's the first thing. Second, you can add some schema code to your website. Ask your web developer to help you with it, but it makes it easier for AI agents to what your website's about. I'd then also re-look at your local profiles 'cause these all feed into your AI footprint. it's not just your Google Business Profile, it's also your Apple Business Profile and your Bing Business Profile. all three of those can be fully optimized with photos, videos, services you offer where you're located, reviews, et cetera. work on those. So number one, website content. Number two, local profiles. I would just take some action into getting mentioned elsewhere. whether it's partnering with a local business and writing content for them or looking at your PR if you haven't done any for a while and offering to produce content for a publication or another website. Print PR is all very well, but really for AI optimization, you need to be mentioned digitally. and most editors are actually crying out for original content, and I'm s- I hope the PR people won't hate me, but you can just contact them directly. You don't need a PR agent. You can just ask an editor, "Would you like me to write some content for you?

1:02:00I'm a doctor in this, that, and the other," and they'll probably bite your hand off. And as long as you produce that content again originally, you don't just throw them a ChattyG piece of slop, they're gonna be grateful for it, and they're... ideally, they'll link back to your website, but even if you're just mentioned, gonna make a huge difference to your search footprint and therefore whether or not you get recommended in AI.

1:03:00Jake & DavidCool. Now, we'll probably have you back next year 'cause you come back every year anyway. But just so we don't have to get you back next year and you tell us this is all wrong again What, what are your predictions for the future? Where's this going?

1:03:00Rick O'NeillLook, I didn't get it wrong. It was just the website thing. My prediction of where it's going is that you're gonna have now two types of visitor or customer. One is a human, one's an agent, and that's gonna be the case for a good while. So what does that mean for you? It means your website should be very easy to navigate and get booked in so that an agent can just do it on behalf of its master. A- and for a human as well, to make it easy for them, 'cause everyone's got this sort of Amazon-level expectation of what it should be like. so focus on that. I would also just stick to this core strategy, which has never changed and has never which is educational content that is original. That's it. And then just roll it across whatever platforms of the day, 'cause the... who knows? There might be a new one in a couple of years. But that will always, it will always come back to that. So no matter how automated and mu- how easy it is to produce content, coming back to that idea of a barrier to entry, original educational content that features your expertise is always going to win across these platforms.

1:04:00And then all you've gotta do once you've written it repurpose it into the format of the day. So whether that's turn that into a TikTok post, or turn that into an Instagram post, or your email campaign or whatever, that core strategy won't change. So focus on that and try not to be into trends, know. I know even today, someone is, who's listening to this is probably thinking, "I should do one of those AI rap videos where we're rapping into a mic," or, "I should do one of those videos where I get bumped into on the sidewalk and my coffee flies towards the screen." Just don't bother getting drawn into the trend stuff 'cause it comes and goes in two seconds.

1:05:00It doesn't add to your in any way really. It's just five seconds of flattery for you 'cause you'll get a few likes. So focus on the core. Focus on serving humans and agents as it to your website experience. Hopefully I won't get that wrong. Uh, but if you need me back, you know where I am.

1:05:00Jake & DavidFantastic. Tell people... we'll put your links at the bottom, but what are your other core services? You rewrote your book, and obviously you guys have got your all-singing, all-dancing system to help people with their website.

1:06:00Rick O'NeillSo the book, Black Belt Digital version two, available on Amazon, is like the Bible of all this stuff, and it's up- been updated with everything that I've said today. Thank the Lord. I had to rewrite about forty percent of it, so there you go. That's how much changed. If you're still of getting established as a business and you're not ready for an agency, we have blackbeltdigital.com, is a self-service website for building your web page out and your marketing, but it's a DIY job.

1:06:00So it talks you through how to do it. There's eighteen hours of CPD accredited learning modules on there, templates, check sheets, guides, all that good stuff, for a reasonable monthly fee. And then if you're more established and you just want marketing handled for you, then come to ltf.digital. got a team of forty now who are specialists, and we've been doing this for eighteen years, nearly nineteen, this is all we do, medical aesthetics.

1:07:00So we handle the whole three hundred and sixty degree marketing process from, know, setting up the CRM to search optimization, building websites, running ad campaigns, whole thing. We just do it on a done for you basis for those that are ready for it

1:07:00Jake & DavidAmazing. Thank you for sharing again. We always love having you here and learning about what's going on in digital. Moving quickly

1:07:00Rick O'NeillYeah, it is. It's keeping me young. Can't you tell?

1:07:00Jake & DavidI can. I was actually gonna say. Looking good, Ricky. When you do decide to do the RISE Summit in Sydney, let us know. And if it isn't in Sydney, we'll help you promote that in the near future when, once you guys have decided what you're doing

1:07:00Rick O'NeillThank you so much

1:07:00Jake & DavidThank you so much again. And just a reminder, to our audience, we did mention at the start links down below for our WhatsApp community so you can chat, share, get help and all the things on our WhatsApp chats.

1:07:00Download our app IA Community, and of course you can get your 30-day free trial as well to try out everything for free. Yeah. Please give us a like, subscribe to the channel, and if you got anything out of this, please consider sharing it with a friend or a colleague.

1:08:00Perfect. All right, we'll see you in the next episode. Cheers, Rick.

1:08:00Rick O'NeillThanks guys