00:00:04:09 – 00:00:56:06
Jay Shorr
Welcome to Shorr Solutions: The Podcast. I’m your host, Jay Shorr. I’m the CEO and founder of Shorr Solutions, a national and award-winning consulting firm, assisting aesthetic and surgical practices with their operational, administrative and financial success. I have an amazing team of practice management experts and clients across the U.S. and as an industry expert with firsthand experience owning a multi-million-dollar cosmetic dermatology and plastic surgery practice. Listen in as I lend you my expertise and best tips to successfully manage and grow your aesthetic practice. I will also be bringing in guests along the way, so get ready to be equipped to operate your aesthetic practice strategically and profitably. Welcome to Shorr Solutions: The Podcast.
00:00:56:08 – 00:02:44:21
Jay Shorr
Welcome everybody, and welcome back to another episode of Shaw Solutions, the podcast. And I’m your host, Jay Shorr. This is episode number 111. Can you believe we’re up to 111 podcasts already? And today our podcast is going to speak about how to effectively utilize a lead management tool. And I have two very, very special guests with me today. First, our Director of Client development, Ana Suarez, and secondly, our business analyst and client success Manager, Cristian Devoz. It truly is my honor to have my own La Familia. My own team members own. Because, you know, usually I’ll bring on a guest or usually I will do this by myself and have our production team finish it. But because what we spoke about in episode number 110 about a lead management tool and, customer relationship management tool, we had Denise Lee, who was our director of operations, and she was my special guest. So this is great because who better to handle and speak about lead management tools than my team, who use and work with lead management tools every day? Ana, if you could be so kind, say hello to everybody.
Ana Suarez
Yes. Hello, everyone, like Jay mentioned, my name is Ana Suarez, and I am so happy to be here today. And kind of, like, talk a little bit more about lead management in the process.
Jay Shorr
Good. Cristian, say hello.
Cristian Devoz
Hi, everyone, and thank you so much for having us over. We love being able to spend this time with you and to talk about this important topic.
00:02:44:23 – 00:04:32:06
Jay Shorr
Wonderful. So let’s get started. A lead management tool. First of all, what is a lead management tool? Quite frankly, a lead management tool is some kind of a device, some type of technology that allows you to know when you get a lead, what do you do with it? And through the whole conversion of the conversion cascade, stay tuned for conversion Cascade 2.0. It’s everything from the market to the lead all the way through to the sale, conversion and revenue. So Ana, first question is why should you be using a lead management tool?
Ana Suarez
So that’s a great question, Jay. It’s very interesting because I see our clients and all of the practices that we work with putting a lot of effort, time, money, regarding their marketing. But then when we talk with them about lead management, what is their process, what tools do they use? Many times they don’t really have anything in place or they have something very minimal you know, and the practice. So lead management in tracking is super important because after you do all of the marketing efforts, all of the promotions, the ad campaigns, we want to make sure that whenever there’s a call, whenever there’s a digital message or, you know, even a referral, we’re tracking who they are, where they come from, and also kind of like all of that information. First name, last name. What procedures are looking to get done at the practice. So that way we know who’s interacting with us, what are they interested on and how can we service them better. And most importantly, make sure that we get that appointment on the books.
00:04:32:08 – 00:05:40:15
Jay Shorr
Wonderful. Cristian, how do you increase the efficiency and the productivity with a lead management tool?
Cristian Devoz
Well, the first step is definitely deciding which management tool are you going to use. And we have seen a lot of practices, especially when they’re starting that are using spreadsheets on Excel. And there is nothing wrong with that. I actually love Excel. I’m a fan of Excel, and we actually have our own spreadsheet that we give our clients when they are in that initial stage. However, as you grow, you will soon find out that you really need to have something that is more robust. And that’s where we have to look at different potential CRM that you can use. For example, there is Salesforce, there is HubSpot, and there is a lot of them out there that you can totally customize to your practice. But what you want to make sure is that when you are choosing your CRM, that is actually something that is going to be customizable for you and something that you can actually utilize to its fullest. A lot of these CRM might be too robust for your practice if it is a small one, or they might be too small if you’re already a big practice. So you have to make sure that you’re choosing the right one for you.
00:05:40:17 – 00:07:45:15
Jay Shorr
Great. Cristian, as a follow up to that, you know a good relationship management tool, these lead management provides valuable insights and analytics. Can you expand a little bit what types of analytics and insights does it provide that you can use. And then I’ll go over to Ana and ask and follow up with a question with her.
Cristian Devoz
Definitely. You really want to make sure that it provides you numbers and analytics when it comes to the customer or the patient journey. We’re talking about okay, how many leads are coming in. That’s one of the analytics that we want to look at. How many people are calling. How many people are sending messages through your website or they are emailing you? How are they reaching out to you? That’s another one that you want to make sure that you’re tracking. Are they coming from social media? Are they coming from your website. So that leads source is very important because then you know where most of the people are coming from. And you can target those specific platforms to make sure that you are maximizing those efforts and attracting as many potential patients as you can. And then the other thing that you want to track is after they call, are they booking those consoles? That’s very, very important because that’s going to give you your conversion ratio from that lead to a consult. And then how many of those patients are actually showing up to a consult. So there is another conversion ratio you have to look at and make sure that you’re tracking in those platforms. And usually what they do is that they have this dashboard. And in the dashboard you can see all the different numbers, you can see graphics and you can analyze the information, and the numbers tell a story. I always say that when we’re talking to our clients, there is always a story behind the numbers. And when you look at then you can figure out what is going wrong and how can you change it to ensure that you are attracting as many people as possible. And then from then on, you want to track the the patient journey as they continue to return to your practice. How do you keep them coming back for more procedures, for more treatments? And that’s the wheel that we call the conversion cascade. So that’s why you want to track and then analytics that you want to keep in mind when you’re selecting your CRM.
00:07:45:17 – 00:11:35:18
Jay Shorr
Great. Ana if you can give us some information about the communication and the follow up. And we were speaking about the wheel.
Ana Suarez
Yes. That’s super important, especially following up with our patients or prospective patients, making sure that if they call, they had a question about maybe their provider, his or her experience that we’re able to follow up with them, we’re able to communicate with them, and also any kind of concerns that they might have were able to stay in contact with them and make sure that the appointment is booked, because that’s the reason why they’re calling. They’re calling because they have a need. They want to see if they can get a procedure done. And so as long as we answer the questions and we provide what they’re looking for, then they’ll be able to book that consult and then come to the practice and get to know the provider and the rest of the team. So lead management is crucial when it comes to follow ups into the communication with our prospective patients. In addition to that, not many times we’re able to book them right away. So we want to make sure that we adding their information to email marketing campaigns, that we may have newsletters so that we can keep growing and nourishing that communication with the prospective patients. As you all know, there’s many options nowadays. And so the consumer is researching and comparing, you know what the competition is doing. How do the other practices do the consultations and whatnot. So it’s important to have that constant and consistent communication with a prospective patient.
Jay Shorr
Okay. So we spoke about this is before the patient comes in for the consult. And hopefully because every practice suffers from no shows. Unbelievable. It’s kind of like interviewing for a new staff member. And you set it up and the people don’t show up for an interview. I never understand that one either. However, now let’s say that they did come in for the consult, Ana. All right. The follow up, the continue. When do you stop calling the patient?
Ana Suarez
Never. Really. You just continue to go talking and calling the patient and following up to make sure that they keep coming back for more. And so usually don’t do that unless they ask you, hey, you know, we good now, could you please stop calling me or. I already went ahead and I schedule the next appointment. And so thank you so much for following up. And I wanted to add to that that this is not about being stealthy or anything like that. This is also about the patient experience and the customer the patient service. And so that’s critical, especially nowadays when there’s so many practices offering the same services procedures. So we want to stand out by going that extra step in, not only making sure that they schedule their next consultation or their next appointment, but that, you know, we’re being helpful to them. And we like kind of reminding them, okay, you know, do you have any questions? Okay. We’re all set up for the next appointment and kind of taking it to that next step. And the clients, I’m sorry. And the patients will definitely remember that you did take that extra step and that you’re very helpful.
Jay Shorr
It’s funny that you corrected yourself between clients and patients. Yet we have clients who referred to their patients as clients. And I guess sometimes the difference I look at them once you walk into any type of a medical facility, even if it’s a med spa, I think of them as patients. However, many people, when we think of a patient when it’s really medical or surgical and not aesthetic cosmetic, like in a med spa, they’ll refer to them as clients, which are like hairdressers and nail and mani and pedi. But in our worlds, medical spa is not day spas, I always refer to them as patients. There is no right and there is no wrong.
00:11:35:18 – 00:14:49:00
Jay Shorr
All right. Cristian, what are the key features of a lead management tool? And I’m asking you this because you took the lead in creating our spreadsheet and then coming up with all kinds of dashboard metrics. So what are the key features of a good lead management tool?
Cristian Devoz
Of course. That’s a great question. And there are several if we can go one by one I would say the first one is definitely having a good capture for those leads, making sure that you’re collecting the data, and there are some softwares out there that can actually utilize AI. So if somebody is visiting your website, their information might be able to be captured by these, AI feature and it will provide you with that lead. There is also chats on the website that you can utilize where people can talk to you. And it’s very, very important that if your staff is the one answering to these chats, they should do it immediately or as soon as possible. But they should be answered quickly because you don’t want to lose those leads.
Jay Shorr
How quickly?
Cristian Devoz
I mean, it shouldn’t be more than an hour. It should be very, very quickly, immediately, if possible, for them to communicate with that lead. So that is the initial feature that I would say needs to have that ability to capture those leads. And then of course there is the lead distribution. So making sure that you’re assigning your team with specific leads. So if you know that somebody is more of a hot lead, meaning that is more likely to convert, then you want to give that to your more experienced staff. Those who have, you know, more experience in the practice, who know how to handle the patients and how to convert. You want to give those hot leads to these people. And then for that staff, we’re still learning who might be new in their position. You can have them handle some of the other leads that are still maybe not quite there yet. And then as they continue to grow their skills, you can, you know, allow them to have more of those hot leads, but you definitely want to make sure you have a structure and a system for that so that you’re not missing opportunities when it comes to people who are really interested, who might be able to convert immediately. And then, of course, you want to have some sort of system in that CRM that allows you to score those leads. What do I mean by a score the leads? It means that let’s say that somebody is interested in a facelift. That’s going to be a high end procedure that is going to probably bring in more potential revenue. So they are more of a priority than maybe the patient who’s coming in just for a filler or for an injectable. Right. So you want to make sure that you had some system that allows you to know the revenue potential from each individual lead, and then you can make sure that you’re prioritizing those who are potentially going to bring more revenue to the practice. However, don’t forget about the other ones, because then, of course, you don’t want to miss these other opportunities because a patient might come in initially from Botox or for a Dysport, but later on you don’t know if you can convert into a procedure or treatment. As they grow older, maybe they start seeing more wrinkles and they are, you know what? I want to get a facelift now, right? So you don’t want to miss that opportunity either, but definitely have this structure in place. So you know, each individual lead, what potential they have, to bring into your practice.
00:14:49:01 – 00:17:11:17
Jay Shorr
So let’s talk about the nurturing of that lead okay. I always like to try to refer to it. That will lead to Ana, for a second I always like to refer to that as kind of like a drip campaign. People hear the words, but they really don’t know what that means. So you’ve spent all this money in your marketing to bring a patient in to at least make a phone call. And now you are fortunate enough. Ana you were fortunate enough to be able to bring that patient in. Now what? You know, what type of lead nurturing or drip campaign do we have and should you use?
Ana Suarez
Yes. That’s that’s very critical because now they’re in and they have gotten to know the provider or the, you know, the rest of the team. We want to make sure that we continue that type of communication with them. It just doesn’t stop once they leave the practice. We call it the patient experience, right? Because we want to make sure that everybody’s involved. Everybody’s engaged from their physician to the medical assistant, also the director of First Impressions. And then we are, you know, we’re being helpful. We’re being responsive and even proactively. There’s so many things in the medical world where we don’t have to wait for our, you know, our patients to ask for. We kind of like anticipate, you know, they don’t need the next procedure to be scheduled. So one of the things is that we want to make sure, especially if it’s some type of neurotoxin, injectable. So we make sure that before they leave the practice, we already have the next appointment schedule on the books. And we don’t miss that opportunity because essentially we’re doing two things. We’re being effective because we kind of helping them be organized and reminding them, hey, you know, this is going to happen in the future. So let’s just select a day today and put it on the books. And then also they can see how we’re you know our experience the customer service with them is amazing. And so they’re going to be like wow, it’s so easy. You know, so easy to three with so-and-so, doctor, because they are ahead of the curve. They’re anticipating my needs. So I say I just as a as a regular customer you know, like what we do for someone other things you know, whether it’s clothing or buying cars, whatever it may be, you know, we kind of like being proactive and just helping them with the entire process. So that’s one of the things that I would highly suggest.
00:17:11:18 – 00:18:40:03
Jay Shorr
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00:18:40:05 – 00:21:24:16
Jay Shorr
All right, Cristian, you know, on the dashboard that you created, we talked about tracking the performance and the results. You know, one thing is entering data. All right. But you created a dashboard. Were able to track performance and results. share a little bit about how you did that and what that means.
Cristian Devoz
Of course. So the dashboard the way that it works is that as the staff is putting in the information and it’s very important that they do put in the information, that’s the first step. You’re going to get as much out of it as you put in. So make sure that you’re always updating it, that you’re putting in all these different people that are calling all these different leads, you’re putting them in, you’re putting all the information. Now, what is going to happen is that I have put on some formulas in the dashboard that will allow you to know on a monthly basis and even on a yearly basis your conversion ratios. So you will be able to see all the leads that are coming in. You’ll be able to see how many of those leads are converting as a percentage into a consult, and then you will see that percentage from the booked consult into a procedure. And then you can also see other things that maybe people forget about. Like let’s say that a patient calls and then you give them the quote. You have that conversation, but the patient says, let me talk to my husband or my wife or let me think about it. And then what happens is that if you don’t follow up with a patient it’s going to fall through the cracks and you are missing that opportunity, right? So there is some parts in the dashboard where you can actually put in the status, and the status allows you to put in: patient is thinking about it, or the patient is going to talk to his spouse or her spouse. And then the dashboard is going to show you how many of those people are in that category. So you’ll be able to see in real time where you’re at in each of those steps and where the patients are at if they are still not making a commitment. So then you can revisit it go back to that specific patient and call that patient or, or send a text or try to connect with them and follow up with them. Because if you don’t follow up, the patient is going to go somewhere else because they’re going to keep asking around until they find somebody where they feel comfortable. So you want to make sure that you are building the relationship with the patient, and that you follow up with them either until they come to your practice or until they tell you, you know what? Don’t call me anymore.
Jay Shorr
Yeah. You mentioned a very interesting point. It’s as good as the information that you put in it. You can’t track what you don’t enter. There’s that age old expression garbage in, garbage out. So, you know, if you don’t put in all of the relevant information, you’re not going to be able to get that the information from the dashboard that you’re really looking for.
00:21:24:18 – 00:24:56:11
Jay Shorr
Ana, what are the best practices for using a lead management tool?
Ana Suarez
Well, there’s many practices, but I would definitely say training your team, making sure that they know how is whether it is like an Excel spreadsheet or whichever software you’re using, because there’s many of them out there and they all have different capabilities. And it comes down to analyzing what you really need for your practice. Because, you know, sometimes we have practices and you’re just starting out. And then sometimes we have surgical practices and they have been in business for many years. And so the information will obviously be more complex. So once you have that CRM system, we want to make sure that you’re also training your staff because sometimes they don’t have that experience or they might get a little bit overwhelmed. And so is part of your responsibility that if you want to see your team be successful and you want to make sure that this is done correctly, you have to take the time, like we do, to work with our clients and make sure that they know how are these systems used and how they can help propel your business. So that’s something very important, one of the practices. And then also, analyzing the information and the metrics, because as Cristian and you Jay have mentioned, it’s very important to enter the information, to make sure that we have the most up to date detail information of what they like or the procedures or their age, date of birth, things like that. But most importantly, I would say actually take some time, you know, and go back and analyze it, you know, even on a weekly basis. So take a look at who has been calling. What have they been asking for? Have we closed those calls? Who do we need to follow up with and then take a step back and just be like, well, you know what? We’ve seen that, you know, maybe one of our patient care coordinators, their closing rates are not as high as, say, the other patient care coordinator that we have. How can we help them? What could we do here? And then, those are the things that really help you to be more strategic instead of just kind of dancing around with different tactics that at the end of the day, might not be working out for your practice. We’re always evolving just as we are human beings. Same thing applies for the businesses.
Jay Shorr
Why does it always revert to training? Training. Training. Training. You know, Steve Jobs had a favorite line, or he had a line that I use a lot. And he said somebody had said to him, actually, what happens if we train all of our team members and they leave? And Steve Jobs thought, step back for a second. And he said, what happens if we don’t train our team and they stay and we think about that is you don’t want ill effectively trained people that are going to hold you back. Training is an investment. It is not an expense. So folks, if you’re listening to this, if you’re watching me, you’re going to know I always talk about training and safety. Training is so important because when you do what you’ve always done, you’re going to get what you’ve always gotten. And anytime you start something new, you’re going to get feedback people like and or resistant to change. I love change except in my pocket. If I can’t fold it, I don’t want to hold it. All right. But seriously, seriously, I like change because it’s able to elevate us to the next level.
00:24:56:11 – 00:29:01:10
Jay Shorr
In conclusion, Cristian and Ana, Cristian, I’ll start with you first. What are the common mistakes and pitfalls to avoid when you’re using the lead management system? We don’t want to go by one and pick one up or create one. Train our team and then have a common mistake. Why? Let’s try to avoid that from the very beginning.
Cristian Devoz
Yeah, that’s a great question. I guess it goes back to what I was saying earlier about the lead scoring. You don’t want to ignore those low scoring leads, and you want to make sure that you are reaching out to those patients as well, and you should reach out to them and follow up another common mistakes, precisely that people don’t follow up or they don’t do it promptly enough. And in our recent, most updated, Conversion Cascade 2.0 online course that is coming out very soon, we actually talked about that. How soon should you call the patient? And most of the answers that that’s through the telephone that they called and they didn’t get an answer, and you’re going to call them back or where does that. They reached out through the website and now you want to reach out back to them. The usual answer is it shouldn’t take more than two hours. You should call in as soon as possible, but no more than two hours later, because then what’s going to happen is that they’re going to go somewhere else. Because if somebody is shopping around trying to find, you know, a place where they can get their procedure done, they’re not going to wait for you to answer to them. They’re going to be asking several people and whoever answers first, you always says the early bird catches a worm. And it’s very, very true. So make sure that you’re not overlooking those leads. That might be low scoring, but you’re also following up with them because that’s another mistake people make a lot.
And then of course, not utilizing all of the features that your software has. And it’s very interesting. We were with a client a few weeks ago, and we were meeting with one of these vendors, for a CRM software, and they would explain all these features. And it was incredible to me just to look at all the things that they offer. And I just wonder how many of these features do actually the staff use. And many times the answer is going to be not even half of them. And I don’t know about you guys, but I don’t even use we have Microsoft Teams and we have, you know, all the Microsoft Suite, but I don’t use all of the products that Microsoft offers. I use Excel, I use word, I may use PowerPoint, but there is a lot of other things that they have that I’m not using. And they always give the example. With Excel, a lot of people know how to enter data in a cell, but they don’t necessarily know how to create a spreadsheet or how to put together formulas and how to connect one sheet with another. And all these things are more advanced, right? And so not everybody gets to know 100% of the, of the tool. The same goes for the CRM. Don’t under utilize it, especially if you’re making a monetary investment into it. You want to make sure they are making the best out of it. There is a lot of CRM that have things like automations that allow you to send automated reminders to patients. There are also things like integrations where you can connect with other platforms, like if you have a platform they use for email marketing, you can connect that. So that you can get data from your email campaigns into the CRM software. And there is a lot of different features that are that people don’t know about. So it’s very important that you are familiarized with it, that you train your staff on it, and that you continually try to see what is out there and innovate.
That’s why having a team of consultants really helps, because we’re always trying to stay on top of these things, and we provide coaching and training for our clients all the time, and we help them and their staff when it comes to lead management and making sure that they’re properly trained to know how to handle them, how to have the proper phone skills. That’s another mistake that we see. a lot. People have the great CRM and they have all these data, but the main problem is that they are not converting because they don’t have the phone skills, they don’t have that Ritz Carlton experience. So we need to make sure that you’re training your staff and that they know how to convert. That’s very, very important.
00:29:01:12 – 00:34:49:08
Jay Shorr
All right. Ana I’d like to conclude with this question. You mentioned it earlier. Cristian mentioned it earlier. Analyze. You get all this wonderful data. We have all these clients and we ask them about, let’s analyze your website that, let’s analyze your lead scoring data. Let’s analyze and see all the reports that you get for how many calls came in. And we’ll listen to these phone calls. And then we want to see how many converted. And then if they call their vendors or us even and we’ve trained them on everything, they’ll say to you, well, my vendor does that. They give us all that data. Yet you’ll ask them anything about the data and they have no clue. So if you could share and conclude about the analytics of the data that you’re getting, if you’re getting it from a properly organized system.
Ana Suarez
Yes, definitely. listen, you could have the best CRM, Excel spreadsheet, 20,000 people waiting for you. But if at the end of the day, you or your practice administrator, your practice manager, you guys don’t take the time to take a look at your data, the metrics, and not only look at it, but analyze it like it’s kind of like, what are these numbers telling me? You know, what are some patterns? So we’re finding the trends, you know, and that is actually, you know, what it’s going to tell you when needs to be, updated, changed or improved.
And so is is critical is very important because at the end of the day, we put all of these systems in place, you know, from your marketing to your lead management tracking and your different systems and all of the training because you want to see results in the only way that, you know, whether you’re having those results or you’re moving closer to your targets, your goals, your KPIs is taking a look at the data and just being like, okay, what is this really telling me? You know, it’s kind of like a new language. But after a while you get used to taking a look at those numbers, those KPIs, and then you’ll be like, okay, am I getting closer or farther away from my goal? And what can we do about this?
And then the other thing that is super important, it goes back to the points that we’ve made here. It’s the use of technology and also training, training your team because, you know, we cannot do things by ourselves. There’s people who have strengths and weaknesses in different areas. And so we have to maximize that. We have to make them involve and engage with the process so they understand the bigger picture. And so they able to be more engaged and even provide feedback, you know, because they are the ones kind of like, you know, the director of first impressions they’re answering the phone calls. They kind of getting the same questions or concerns. And so they’ll be able to provide you that feedback that, you know, as a practice administrator or practice owner, physician, you might not have it because that’s not really your job day in and day out.
So we have to maximize these things as well as the technology, automating as much as you can and just kind of double checking, you know, before you go out there and you get a new software or a new type of thing, you know, you’re like, okay yeah I wouldn’t really use that program. Make sure that you take a look at what you already have, you know, your practice management and your EMR, even your marketing company. Many times they offer services related to lead tracking and management. And so what that would do, it would help you to have everything more streamlined and then also save money and time. So just keep that in mind. And I think that you’ll be in good shape. And if you have any questions we’re always here, you know, to help you, guide you. but it’s something that we do get our clients kind of in that routine, on a schedule to make sure that we’re looking at the metrics, we’re looking at the conversions, we’re listening. We’re listening to some of these goals and kind of seeing how the patient care coordinators, how the directors are first impressions, how they’re answering their calls and how they’re helping your patient or your prospective patient.
Jay Shorr
It’s all wonderful. Great stuff. You know, I’ll leave it with this message.
One of my favorite shows is the Shark Tank. All right. I’ve actually seen every episode ever aired, all right, because I’ve gone over them, and I watch them again, and we spend so much money in our marketing to get a lead. You know, look, it is much less expensive to invertize to your own patient base and referrals. Always the best. However, when we go to market, whether it’s social media, whether it’s our website, whatever terms and forms of media that you use to bring that lead in, we have to close it. Because when you spend the same amount of money, you’re investing in that lead management. The greater the amount of leads lowers your actual physical cost of lead or client management, our lead acquisition costs and investments, because one of the major questions that the sharks ask on the Shark Tank is, what was your cost of client slash patient acquisition? Very, very important. The more you close, the lesser the expense ratio is. So it’s very, very important because the most important part of it is the life cycle of the patient. Because when you’ve closed them for the thing that you’ve marketed them, how can we keep them coming back for more? That then becomes an extended life cycle.
00:34:49:10 – 00:36:41:06
Jay Shorr
Ana Suarez. Cristian Devoz. Thank you so much for being my special guest today on episode number 111 of Shorr Solutions: The podcast how to effectively utilize a lead management tool. Until next time, ladies and gentlemen. Good luck and God bless.
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