6 Best Physical Therapy Side Hustles in 2024 (Updated)

WEBVTT

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I always get awkward.

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Would it be PT Breakfast

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Club or Breakfast Club PT?

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I don't know.

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Either way, you understand the idea.

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He's Tony Meritato.

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I'm Jimmy McKay.

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And bright and early good morning.

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8.30 a.m.

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on the East Coast as we come

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at you with a live stream today.

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Tony, good morning.

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Good morning.

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It is an amazing day.

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We have had the best weather

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for several days now in a

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row here in beautiful Ohio.

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Yeah.

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We did a video,

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it's gotta be more than a year ago,

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where you had reached out and said, hey,

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let's do side hustles.

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You pay attention to, and this is like key,

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this is what I think

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physical therapists do really well,

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is you pay attention to

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what people are talking about, you know,

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complaining or celebrating, right?

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It's two ends of a spectrum.

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That's all we do as humans.

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And one of the things that

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you had paid attention to

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and you brought to my attention was, hey,

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PTs are talking about how

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can I increase my income?

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How can I make a little more?

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Is the answer just work an

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extra couple of hours?

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Is it just see a few extra patients?

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Well,

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that has a law of diminishing returns.

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There's only so much

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capacity that you can do if

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you're just seeing more patients, right?

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So I think the video was a year,

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year plus ago.

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And it was,

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you can go back and listen to

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the episode or watch the video.

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It was the best physical

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therapy side hustles.

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And I love the format that

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you threw at me too, which is like, hey,

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listen,

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let's make the load a little lighter.

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You bring three, I'll bring three,

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and we'll go back and forth.

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And we're going to learn

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something because I'm going

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to learn three that I

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didn't bring to the table,

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or maybe we cross over.

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You're going to lean three,

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learn three that I bring.

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And then the audience gets

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to pick up six and say, you know what?

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Out of these six, maybe none, maybe one,

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maybe two are actually viable.

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Something that excites me

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that I think I could do in

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my community and actually

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make some money.

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Leveraging my PT skills or

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the skills that are outside

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of our necessary scope of practice,

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but that you might actually

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possess that can bring value to

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And I bet you if you did like an AI audit,

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you'd hear that word.

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I bet you that's one of our

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top three words, which is value,

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because that's what you

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should be focusing on.

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So today,

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six best physical therapy side

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hustles in 2024, the updated version.

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Why did you want to redo this one?

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Why now?

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You had suggested that we

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talk about this today.

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Why now?

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Yeah,

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I think this is a great lesson for

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everyone because first, like you said,

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how did we come up with the topic?

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It came straight from

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keyword research and SEO,

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understanding how Google ranks things.

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And when I'm looking at what

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people are searching for,

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it was one of the top keyword searches.

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For we would assume physical therapists.

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So I want to help you grow your channel.

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Best way to grow a YouTube channel,

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podcast channel,

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anything is to put the

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content out there that

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people are already looking for.

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And Google will tell us that.

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The second reason was you

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you double down on what's working.

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If we know that this episode

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was one of the best

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performing episodes on your

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YouTube channel.

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let's recreate it for the

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new year and that's

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basically what I do on all

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of my out outbound content

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is I look at what's

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resonating I look at what's

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current and I put more of

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what's already working out

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there and my theme for

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today is going to be let's

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solve our own problems

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And I mean,

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there is a huge list of things

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that we can do,

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but there are so many therapists, PTs,

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OTs,

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SLPs that are working in the

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profession today.

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They need to make more money.

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They need to work less hours.

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They want to spend time with family.

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And there are genuine

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problems that could be solved.

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And what I love about I hate

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the term side hustle,

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but a lot of times when I'm

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talking to people that have found success,

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the side hustle became the main hustle.

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The three ideas I'm sharing today,

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completely different from

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what we shared a year ago,

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but these are absolutely scalable.

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They're one person businesses.

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You don't have to hire staff.

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You don't have to build a team.

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You don't have to do anything else.

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And it literally could turn

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into a full time gig that

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puts 200 plus thousand in

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your bank account,

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not dependent on patient care,

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not dependent on third

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party reimbursement,

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not dependent on a lot of

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the roadblocks that we face.

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Yeah,

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I want to encourage if people are

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watching this live or watching the replay,

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let us know where you're watching from.

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Who is behind Health Mention?

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This person watches a lot of

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our live streams.

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I don't want to say hi to Health Mention.

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I want to say hi to the person's name.

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So drop your name,

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where you're watching from,

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either live or the replay.

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I always kind of like that.

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If you agree, disagree, are intrigued,

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I came from a live radio background,

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so people chiming in.

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is always a good thing.

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Scott, good morning.

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Karen, good morning.

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Watching live.

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So feel free to do that.

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Tony, this was your idea.

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I want you to bat lead off.

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So again, we're going to alternate.

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He's going to bring three suggestions.

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I'll bring three suggestions.

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This is your,

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this is the best physical

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therapy side hustles,

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2024 updated edition.

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Tony, what's your first,

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what's your lead off slot?

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Yeah, so I don't wanna bury the lead.

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I think this is the easiest.

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This is the most profitable.

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This is solving a solution

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or creating a solution for

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therapists that wanna remain cash-based,

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don't wanna contract with Medicare.

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want to figure out how to ethically,

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legally navigate the

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compliance landscape.

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And if you guys don't know,

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if you're going to be a

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cash-based physical

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therapist who is not

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affiliated with Medicare,

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there is something called

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the mandatory claim submission law.

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It is a federal law.

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You can research it.

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And basically what the law

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states is that if you're

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going to deliver therapy

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services that would be

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covered by Medicare,

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you are required to submit

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a claim to Medicare on

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behalf of the patient.

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There's a couple of

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stipulations and a couple

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of things around privacy

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that therapists often discuss.

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But the bottom line is the

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law is out there.

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Let's look at not how we can usurp.

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I don't know what the word is,

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how we can bypass the law,

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but how can we work within the system?

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We're going to play the game.

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Let's understand the rules

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and let's play the game to win.

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So I did this years ago.

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I haven't discussed this in a long time.

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But what I would do is I

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would be a contracted physical therapist.

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I would want to grow my practice.

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But in the meantime,

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I would reach out to all

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the cash-based therapists,

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at least in my state.

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Right now, it's June 13, 2024.

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Through the end of 2024,

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Medicare still covers

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telehealth services when

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delivered by a physical

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therapist who's contracted with Medicare.

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So what I would do is I

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would reach out to all the

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cash PTs and I would say, hey,

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you want to see Medicare beneficiaries.

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They're reaching out to you.

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They want to work with you.

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And most of them, it's high level stuff.

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They want to do golf and pickleball.

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They want to travel.

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They want to garden.

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They want to dance at their

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grandson's wedding that's coming up.

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Those are not covered

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services under the Medicare

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benefit policy.

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The problem is if that

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therapist isn't contracted with Medicare,

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they can't do an evaluation

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with the determination that

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this is not a covered service.

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So the therapist reaches out to me.

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I do the evaluation.

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It could be a telehealth evaluation,

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20 minute minimum complexity evaluation.

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I make the determination.

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This is not covered by Medicare.

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Medicare pays me for the eval.

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The therapist doesn't have to pay me.

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The patient doesn't have to pay me.

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But I can make the

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determination on behalf of the therapist,

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the patient and Medicare as

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to whether this is actually

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a plan of care that should

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be covered by Medicare or shouldn't.

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And it needs to be a real

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evaluation and an ethical evaluation.

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I'm not just rubber stamping everything.

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Like if that patient comes

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in post-op knee replacement

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and they genuinely need physical therapy,

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they should get physical

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therapy covered by Medicare.

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But in most of the cases, in my experience,

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the patient looking for cash pay,

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They're not looking for

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Medicare covered services.

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So I can provide that

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go-between that gives the

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cash therapist who's not

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contracted with Medicare the okay to say,

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yeah, this is not a covered service.

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I get paid by Medicare.

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It's a supplemental income

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to my building my practice

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that I want to build on the side.

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But eventually, you know,

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it puts money in the bank

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account and lets me do what I want to do.

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Ask me your questions

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because there's a lot of

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loose ends there.

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Yeah, I think Karen was listening along,

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and then you sort of answered it.

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So you were explaining this

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to me a little bit yesterday,

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and I think I was giving

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you the stop the breaks for

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a couple seconds as we say

00:09:03.717 --> 00:09:05.139
hi to Ebony from Mississippi.

00:09:05.219 --> 00:09:05.918
Ebony's an OT.

00:09:05.938 --> 00:09:06.558
Good morning, Ebony.

00:09:07.298 --> 00:09:07.899
All right,

00:09:08.019 --> 00:09:10.879
so what you're saying is a cash

00:09:10.940 --> 00:09:12.081
physical therapist who's

00:09:12.201 --> 00:09:13.240
not enrolled in Medicare

00:09:13.581 --> 00:09:15.081
can't do anything at all,

00:09:15.341 --> 00:09:16.182
and they don't want to go near it.

00:09:16.221 --> 00:09:17.241
That's what Karen was asking.

00:09:17.282 --> 00:09:17.461
Hey,

00:09:17.761 --> 00:09:18.962
want to stay within the parameters of

00:09:18.982 --> 00:09:20.062
the law, and you should.

00:09:21.054 --> 00:09:21.715
We know what happens when

00:09:21.754 --> 00:09:22.956
you fight the law, the law wins.

00:09:23.355 --> 00:09:23.916
So don't do that.

00:09:24.296 --> 00:09:25.076
But what you're saying is

00:09:25.135 --> 00:09:26.076
how do we get the biggest

00:09:26.155 --> 00:09:28.197
benefit for everybody's time, right?

00:09:28.277 --> 00:09:30.477
Including the patient, including Medicare.

00:09:31.577 --> 00:09:32.557
So what you're saying is if

00:09:32.597 --> 00:09:34.379
you're a Medicare contracted PT,

00:09:34.399 --> 00:09:35.538
a patient,

00:09:35.578 --> 00:09:36.958
you don't know if it's

00:09:37.139 --> 00:09:38.019
appropriate or not.

00:09:38.139 --> 00:09:40.000
Medicare services appropriate.

00:09:40.220 --> 00:09:41.600
So you do the evaluation.

00:09:42.380 --> 00:09:43.500
Everything's above board.

00:09:43.520 --> 00:09:45.020
But if you decide it's not

00:09:45.841 --> 00:09:46.902
appropriate for them to

00:09:46.942 --> 00:09:48.101
proceed beyond that,

00:09:48.942 --> 00:09:50.302
but they still need care.

00:09:52.090 --> 00:09:54.990
That person is still looking

00:09:55.030 --> 00:09:56.051
for a physical therapist.

00:09:56.490 --> 00:09:57.731
Now you're collaborating

00:09:57.792 --> 00:09:59.011
instead of competing with

00:09:59.052 --> 00:10:00.393
your local physical therapists,

00:10:00.472 --> 00:10:01.432
with your local OTs,

00:10:01.472 --> 00:10:03.374
with your local colleagues.

00:10:03.693 --> 00:10:04.573
These are not the competition.

00:10:04.594 --> 00:10:05.673
These are collaborators.

00:10:06.335 --> 00:10:07.735
And when you look at your equation,

00:10:07.835 --> 00:10:09.696
it's a good one because no

00:10:09.775 --> 00:10:10.596
one loses here.

00:10:12.250 --> 00:10:12.429
Right.

00:10:12.730 --> 00:10:13.991
We reduce the barriers to

00:10:14.072 --> 00:10:16.854
entry because in most cases,

00:10:17.234 --> 00:10:18.716
you can look across social media,

00:10:19.316 --> 00:10:20.957
the cash-based PT is just saying,

00:10:21.278 --> 00:10:23.059
I won't accept anybody who has Medicare.

00:10:23.080 --> 00:10:24.640
I won't accept anybody who's over,

00:10:24.721 --> 00:10:26.038
you know, 65.

00:10:26.038 --> 00:10:26.258
Well,

00:10:26.438 --> 00:10:28.921
that closes the door on tons of

00:10:28.980 --> 00:10:30.263
individuals who would

00:10:30.363 --> 00:10:31.604
genuinely benefit from

00:10:31.663 --> 00:10:32.865
working with those therapists.

00:10:32.905 --> 00:10:34.908
Those cash-based PTs usually

00:10:34.967 --> 00:10:37.130
have specialized services

00:10:37.451 --> 00:10:38.793
that that patient's not

00:10:38.812 --> 00:10:40.333
gonna find in a typical

00:10:40.455 --> 00:10:41.975
busier corporate-based clinic,

00:10:41.995 --> 00:10:43.037
because that's not what they do.

00:10:43.638 --> 00:10:45.159
So you slam the door shut,

00:10:45.200 --> 00:10:46.500
you don't even give them a chance.

00:10:47.381 --> 00:10:48.484
And just to kind of go

00:10:48.524 --> 00:10:50.004
through a real world example,

00:10:50.024 --> 00:10:51.386
because again, I've done this.

00:10:51.626 --> 00:10:53.389
It was a wonderful experience.

00:10:53.989 --> 00:10:54.870
There is a Medicare

00:10:54.889 --> 00:10:56.331
beneficiary who is a member

00:10:56.412 --> 00:10:57.393
of a CrossFit gym.

00:10:57.533 --> 00:10:59.075
The CrossFit gym was over 60

00:10:59.075 --> 00:10:59.956
minutes away from my

00:10:59.995 --> 00:11:01.017
physical therapy clinic.

00:11:01.437 --> 00:11:03.639
So that patient wasn't going

00:11:03.659 --> 00:11:04.259
to come to me.

00:11:04.921 --> 00:11:06.442
That patient reached out to

00:11:06.721 --> 00:11:08.522
a local physical therapist

00:11:08.562 --> 00:11:09.722
who's in the CrossFit gym

00:11:09.763 --> 00:11:11.163
who is not contracted with

00:11:11.202 --> 00:11:12.123
Medicare and said, hey,

00:11:12.763 --> 00:11:13.844
I want you to work with me.

00:11:13.884 --> 00:11:15.504
I've got this hiccup in my shoulder.

00:11:15.524 --> 00:11:17.144
I need somebody to check it out.

00:11:18.105 --> 00:11:19.365
That therapist has no

00:11:19.405 --> 00:11:20.605
affiliation to Medicare,

00:11:20.966 --> 00:11:23.067
can't do a Medicare covered evaluation,

00:11:23.106 --> 00:11:24.326
but that's what the patient needs.

00:11:24.366 --> 00:11:25.506
And this particular patient

00:11:25.586 --> 00:11:27.008
had a referral from the doctor.

00:11:27.888 --> 00:11:29.808
So that therapist reached out to me.

00:11:30.711 --> 00:11:32.231
The three of us, the patient,

00:11:32.653 --> 00:11:34.053
that cash-based therapist,

00:11:34.214 --> 00:11:36.115
and myself jumped on a

00:11:36.196 --> 00:11:38.798
HIPAA compliant video call,

00:11:39.097 --> 00:11:39.999
telehealth call.

00:11:41.039 --> 00:11:42.541
I completed the evaluation.

00:11:42.740 --> 00:11:45.043
I determined there was no major pathology.

00:11:45.123 --> 00:11:46.484
There was no red flags.

00:11:46.524 --> 00:11:47.504
There was no reason this

00:11:47.565 --> 00:11:49.866
person couldn't take care

00:11:49.907 --> 00:11:51.148
of this on their own.

00:11:51.828 --> 00:11:54.130
I prescribed three exercises

00:11:54.171 --> 00:11:54.770
that I would have

00:11:54.870 --> 00:11:56.533
prescribed if that patient came to me.

00:11:57.212 --> 00:11:58.354
And I discharged that

00:11:58.413 --> 00:12:00.914
patient to independent programming.

00:12:01.134 --> 00:12:03.336
And I gave them the green light to say,

00:12:03.375 --> 00:12:05.577
look, you want to do better muscle ups.

00:12:05.618 --> 00:12:06.957
You want to do better pull ups.

00:12:07.078 --> 00:12:08.339
That is not something that's

00:12:08.359 --> 00:12:09.360
covered by Medicare.

00:12:10.019 --> 00:12:10.980
Do these three things.

00:12:11.681 --> 00:12:13.461
Medicare paid me for the evaluation.

00:12:13.522 --> 00:12:15.322
Now go work with that onsite

00:12:15.423 --> 00:12:17.283
physical therapist and pay

00:12:17.344 --> 00:12:18.424
them their cash rate.

00:12:18.924 --> 00:12:19.465
No problem.

00:12:20.066 --> 00:12:23.287
And so that's the local cash

00:12:23.307 --> 00:12:24.368
PTs are the ones that are

00:12:24.388 --> 00:12:25.448
bringing me the clients.

00:12:26.389 --> 00:12:27.990
I am just helping them solve

00:12:28.029 --> 00:12:30.389
the problem of making the determination,

00:12:30.669 --> 00:12:32.211
is this a covered service or not?

00:12:32.331 --> 00:12:32.890
If it's not,

00:12:33.610 --> 00:12:34.932
go charge your cash rate and

00:12:34.951 --> 00:12:36.511
have an amazing time with this patient.

00:12:36.932 --> 00:12:37.373
If it is,

00:12:37.972 --> 00:12:39.393
the patient can continue to see

00:12:39.432 --> 00:12:41.173
me and concurrently see the

00:12:41.193 --> 00:12:43.414
cash PT for the non-covered services,

00:12:44.115 --> 00:12:45.075
or the patient can see a

00:12:45.195 --> 00:12:46.596
local contracted provider

00:12:46.615 --> 00:12:48.275
for covered services and

00:12:48.336 --> 00:12:49.797
see the cash PT for the

00:12:49.976 --> 00:12:51.336
exceptional services.

00:12:51.917 --> 00:12:52.798
There's a hundred different

00:12:52.837 --> 00:12:53.798
ways this could work out.

00:12:55.399 --> 00:12:56.260
I like this because

00:12:56.400 --> 00:12:58.042
everybody in the equation is winning.

00:12:58.202 --> 00:12:59.222
Medicare is happy because

00:12:59.263 --> 00:13:00.203
the proper thing is being

00:13:00.443 --> 00:13:01.684
done with the proper person.

00:13:01.806 --> 00:13:03.106
Everything's appropriate, right?

00:13:03.206 --> 00:13:04.847
Except it's not this like, well,

00:13:04.868 --> 00:13:05.629
you're not appropriate.

00:13:05.649 --> 00:13:07.090
So let's slam the door, not here.

00:13:07.831 --> 00:13:09.131
That patient is now confused.

00:13:09.211 --> 00:13:10.131
Medicare is like, okay,

00:13:10.152 --> 00:13:11.994
I guess that's complete.

00:13:12.014 --> 00:13:12.474
We're done.

00:13:13.836 --> 00:13:15.376
No, the person still needs care.

00:13:15.456 --> 00:13:16.298
Let's move them along.

00:13:16.398 --> 00:13:17.798
I also like this because of

00:13:17.839 --> 00:13:19.139
the growth potential, right?

00:13:19.159 --> 00:13:19.840
So now we want to look,

00:13:20.160 --> 00:13:20.880
we're doing this in 2024.

00:13:20.880 --> 00:13:21.822
We did the last one in 2023.

00:13:21.861 --> 00:13:22.543
This is our update.

00:13:25.043 --> 00:13:26.924
The United States is getting older.

00:13:27.684 --> 00:13:29.166
So is there growth potential

00:13:29.287 --> 00:13:30.888
in this model or this idea

00:13:30.947 --> 00:13:32.009
of a side hustle or

00:13:32.149 --> 00:13:34.410
something that could be the main hustle?

00:13:34.510 --> 00:13:34.971
Absolutely.

00:13:35.030 --> 00:13:36.292
The United States is getting older.

00:13:36.373 --> 00:13:37.212
So more people,

00:13:37.232 --> 00:13:39.115
however many opportunities

00:13:39.134 --> 00:13:40.155
there are in your local community now,

00:13:40.196 --> 00:13:41.397
there will likely be more

00:13:41.937 --> 00:13:43.479
in the near to long-term future.

00:13:43.499 --> 00:13:44.219
So I like this one.

00:13:44.558 --> 00:13:45.600
I said your number one idea

00:13:45.639 --> 00:13:46.821
was become a Medicare master.

00:13:46.841 --> 00:13:47.442
I gave it a title.

00:13:49.087 --> 00:13:51.389
Before I hear your number two,

00:13:52.370 --> 00:13:53.230
I would also say when

00:13:53.250 --> 00:13:54.410
you're talking about growth,

00:13:54.770 --> 00:13:56.751
so then you take this concept and you say,

00:13:56.792 --> 00:13:57.451
well, wait a minute,

00:13:57.511 --> 00:13:59.192
if I can help cash PTs that

00:13:59.212 --> 00:14:00.433
have Medicare referrals

00:14:00.474 --> 00:14:02.634
that want to get into this,

00:14:02.875 --> 00:14:03.875
who else can I help?

00:14:03.956 --> 00:14:06.096
This same concept goes to LMTs.

00:14:06.537 --> 00:14:07.636
And we've talked about this

00:14:07.657 --> 00:14:09.138
a long time ago on the show,

00:14:09.197 --> 00:14:10.759
but I work with a lot of

00:14:10.958 --> 00:14:12.419
LMTs that are independent.

00:14:12.440 --> 00:14:14.081
They're their own business owners,

00:14:14.600 --> 00:14:16.062
but their clients will get

00:14:16.121 --> 00:14:18.123
referrals for physical therapy.

00:14:18.682 --> 00:14:19.724
The client doesn't want to

00:14:19.744 --> 00:14:20.625
go to physical therapy

00:14:20.644 --> 00:14:22.267
because they love the LMT.

00:14:22.586 --> 00:14:24.028
They love the massage therapist.

00:14:24.428 --> 00:14:25.889
But that massage therapist

00:14:25.909 --> 00:14:26.711
has something of an

00:14:27.272 --> 00:14:28.592
obligation to help that

00:14:28.692 --> 00:14:30.294
patient get the physical

00:14:30.355 --> 00:14:31.436
therapy information.

00:14:31.897 --> 00:14:34.479
So we've been in situations where, again,

00:14:34.499 --> 00:14:35.921
through a telehealth platform,

00:14:36.500 --> 00:14:38.602
the massage therapist, the client,

00:14:39.203 --> 00:14:40.404
sitting in a room together,

00:14:40.725 --> 00:14:41.585
connect with me.

00:14:42.105 --> 00:14:44.826
I do a 10, 15, 20 minute evaluation.

00:14:44.866 --> 00:14:46.167
This is typically a very low

00:14:46.206 --> 00:14:47.268
complexity case.

00:14:47.607 --> 00:14:49.208
I've got a little SI joint pain.

00:14:49.229 --> 00:14:50.129
I've got a little this,

00:14:50.188 --> 00:14:52.210
a little bit of neck issues.

00:14:53.190 --> 00:14:54.350
I do the evaluation.

00:14:54.551 --> 00:14:55.912
Medicare covers the cost.

00:14:56.152 --> 00:14:57.812
The patient gets what they need,

00:14:57.893 --> 00:14:59.033
what was prescribed.

00:14:59.312 --> 00:15:01.173
And then the LMT takes that

00:15:01.254 --> 00:15:02.774
client and goes through a

00:15:03.115 --> 00:15:04.855
kind of a hybrid model where the

00:15:05.235 --> 00:15:06.937
The LMT does what they do best.

00:15:07.116 --> 00:15:08.437
I make my recommendations as

00:15:08.476 --> 00:15:09.437
a physical therapist and

00:15:09.456 --> 00:15:11.177
the patient gets the best of both worlds.

00:15:11.618 --> 00:15:13.219
There's zero added cost out

00:15:13.259 --> 00:15:14.359
of pocket to the client.

00:15:14.658 --> 00:15:16.899
And the LMT doesn't lose

00:15:16.960 --> 00:15:18.880
that client to a physical

00:15:18.921 --> 00:15:19.880
therapist who says,

00:15:20.341 --> 00:15:21.802
stop going to the LMT.

00:15:21.961 --> 00:15:22.782
I'm going to do everything

00:15:22.822 --> 00:15:23.802
you need here in the clinic

00:15:23.822 --> 00:15:24.822
because we know that kind

00:15:24.863 --> 00:15:26.023
of stuff happens constantly.

00:15:26.515 --> 00:15:26.696
Yeah,

00:15:26.836 --> 00:15:28.076
it feels like more bridge building

00:15:28.116 --> 00:15:28.918
and less wall building.

00:15:29.278 --> 00:15:29.857
Absolutely.

00:15:30.418 --> 00:15:31.099
I mean,

00:15:31.119 --> 00:15:32.840
I know from the beginning it might

00:15:32.899 --> 00:15:34.961
feel like, well, I might lose.

00:15:36.342 --> 00:15:37.943
But you listen to a lot of

00:15:37.964 --> 00:15:39.745
really smart people who have had success,

00:15:40.065 --> 00:15:40.966
and the more you give,

00:15:41.066 --> 00:15:42.086
typically the more you get.

00:15:42.166 --> 00:15:43.846
It might not be that first five minutes,

00:15:43.908 --> 00:15:44.687
but you're looking long

00:15:44.727 --> 00:15:46.168
term in terms of a side hustle here.

00:15:47.341 --> 00:15:47.841
Absolutely.

00:15:47.860 --> 00:15:48.461
All right.

00:15:48.501 --> 00:15:50.022
We talked about this just the other day.

00:15:50.042 --> 00:15:52.243
So you led with your big one first,

00:15:52.403 --> 00:15:53.703
and I have to do this one.

00:15:53.844 --> 00:15:55.364
We just had a major press

00:15:55.424 --> 00:15:57.404
release with the APTA,

00:15:57.544 --> 00:15:59.725
like our profession-leading association.

00:15:59.765 --> 00:16:01.647
So my number one idea is

00:16:01.787 --> 00:16:04.368
virtual in some way should

00:16:04.408 --> 00:16:05.428
be your reality.

00:16:05.649 --> 00:16:07.950
And what I mean by that is a big report,

00:16:07.990 --> 00:16:09.591
you can go back to our last episode,

00:16:10.150 --> 00:16:11.892
was from this third-party

00:16:12.032 --> 00:16:13.392
independent organization,

00:16:13.711 --> 00:16:14.413
and they were...

00:16:15.393 --> 00:16:18.494
forecasting and doing an

00:16:18.553 --> 00:16:19.975
analysis of virtual

00:16:20.034 --> 00:16:21.836
physical therapy and just saying, hey,

00:16:21.936 --> 00:16:22.796
is this worth it?

00:16:23.416 --> 00:16:24.176
Is it effective?

00:16:24.196 --> 00:16:25.216
Does it actually work?

00:16:25.756 --> 00:16:27.457
And then is the juice worth the squeeze?

00:16:27.498 --> 00:16:28.878
What's the economic impact?

00:16:29.278 --> 00:16:30.538
And then when we put the

00:16:30.599 --> 00:16:32.539
effectiveness plus the money together,

00:16:32.799 --> 00:16:33.559
what does it look like?

00:16:34.220 --> 00:16:35.400
And we were very specific.

00:16:35.461 --> 00:16:35.480
I

00:16:39.249 --> 00:16:40.549
I'm not saying this is

00:16:40.809 --> 00:16:41.451
really when you start to

00:16:41.471 --> 00:16:43.011
look at different avenues

00:16:43.032 --> 00:16:44.011
of physical therapy.

00:16:44.052 --> 00:16:45.033
One of our strengths is that

00:16:45.072 --> 00:16:46.494
we're so wide and broad.

00:16:46.833 --> 00:16:47.835
And one of our weaknesses is

00:16:47.855 --> 00:16:48.895
we're so wide and broad.

00:16:48.936 --> 00:16:49.475
We do so much.

00:16:49.816 --> 00:16:51.837
So this is not saying neurologic care,

00:16:51.918 --> 00:16:52.597
stroke care.

00:16:52.618 --> 00:16:54.019
This is not saying traumatic

00:16:54.078 --> 00:16:54.700
brain injuries.

00:16:54.720 --> 00:16:55.801
This is not saying things like that.

00:16:57.361 --> 00:16:58.201
We have to figure that out

00:16:58.241 --> 00:16:59.442
later on in terms of virtual.

00:16:59.523 --> 00:17:00.423
This is looking at what we

00:17:00.464 --> 00:17:01.325
would say traditional

00:17:01.445 --> 00:17:03.566
outpatient orthopedic MSK care.

00:17:03.666 --> 00:17:04.727
That's how they defined it,

00:17:04.787 --> 00:17:06.147
this organization called

00:17:06.188 --> 00:17:08.308
Peterson Health Technology Institute.

00:17:09.250 --> 00:17:10.151
And I also want to be

00:17:10.191 --> 00:17:11.090
specific because we're

00:17:11.111 --> 00:17:12.432
talking about virtual care.

00:17:13.512 --> 00:17:14.614
That can mean so much.

00:17:14.653 --> 00:17:16.055
That's like saying physical therapy.

00:17:16.695 --> 00:17:18.277
Well, is it orthopedic?

00:17:18.336 --> 00:17:19.037
Is it neurologic?

00:17:19.096 --> 00:17:19.778
Is it pediatric?

00:17:20.298 --> 00:17:22.720
So the three types they broke it down to,

00:17:22.819 --> 00:17:24.721
I like these sub-segments

00:17:25.402 --> 00:17:27.963
because they're showing how it works.

00:17:28.403 --> 00:17:29.884
So the three types, very quickly,

00:17:30.144 --> 00:17:31.967
app-based exercise therapy,

00:17:33.935 --> 00:17:36.278
Physical therapist guided solutions.

00:17:36.538 --> 00:17:37.398
Your ears should go up if

00:17:37.419 --> 00:17:38.318
you're a PT because it

00:17:38.338 --> 00:17:39.440
includes you in there, right?

00:17:39.460 --> 00:17:40.980
Still keeping you in the equation.

00:17:41.480 --> 00:17:42.362
And then RTM,

00:17:42.382 --> 00:17:43.522
remote therapeutic monitoring,

00:17:43.542 --> 00:17:44.703
which we've done episodes about.

00:17:44.983 --> 00:17:46.164
And that's augmented,

00:17:46.204 --> 00:17:47.025
that they defined it as

00:17:47.185 --> 00:17:49.027
augmented PT solutions.

00:17:49.146 --> 00:17:50.087
And now there are companies

00:17:50.167 --> 00:17:51.669
out there in these three subsets,

00:17:52.189 --> 00:17:53.329
all trying to figure out

00:17:53.750 --> 00:17:54.971
what's the magic bullet or

00:17:55.010 --> 00:17:55.991
what's the most effective

00:17:56.031 --> 00:17:57.913
bullet to get people the care they need,

00:17:58.053 --> 00:17:59.453
when they need it, the way they need it,

00:17:59.875 --> 00:18:01.155
at the price point that they need it.

00:18:01.736 --> 00:18:03.498
And you clued in yesterday,

00:18:03.979 --> 00:18:05.580
and so did Peterson Health

00:18:05.601 --> 00:18:08.365
Technology Institute, that so far,

00:18:08.644 --> 00:18:10.508
what the evidence has

00:18:10.567 --> 00:18:12.790
showed so far is that that

00:18:12.871 --> 00:18:15.074
physical therapist guided solution,

00:18:15.374 --> 00:18:17.356
so using technology,

00:18:17.596 --> 00:18:19.219
virtual physical therapy,

00:18:20.220 --> 00:18:21.300
And a physical therapist,

00:18:21.520 --> 00:18:22.582
not cutting the human out

00:18:22.602 --> 00:18:24.022
of the equation to deliver care,

00:18:24.544 --> 00:18:28.205
was in their ratings the most effective.

00:18:28.467 --> 00:18:30.067
It was clinically effective,

00:18:30.708 --> 00:18:32.170
needed more evidence,

00:18:32.250 --> 00:18:33.130
but clinically effective

00:18:33.150 --> 00:18:33.911
from what they can see.

00:18:34.590 --> 00:18:35.551
They gave their highest

00:18:35.672 --> 00:18:36.893
positive rating in terms of

00:18:37.012 --> 00:18:38.153
economic impact,

00:18:38.555 --> 00:18:39.734
decreased net spending

00:18:39.756 --> 00:18:41.057
relative to in-person care

00:18:41.076 --> 00:18:42.297
with savings from avoided care.

00:18:42.938 --> 00:18:44.858
And then the summary rating was positive.

00:18:45.900 --> 00:18:47.181
The evidence that they have

00:18:47.461 --> 00:18:48.762
supports broader adoption.

00:18:49.521 --> 00:18:51.382
So if you are out surfing

00:18:51.501 --> 00:18:52.363
and you're looking for a

00:18:52.482 --> 00:18:54.942
wave to ride for a side

00:18:54.982 --> 00:18:56.323
hustle or for something to

00:18:56.363 --> 00:18:58.223
deliver care further than

00:18:58.263 --> 00:18:59.364
your hands can do,

00:18:59.463 --> 00:19:00.943
and that's really what virtual is.

00:19:01.064 --> 00:19:03.164
Tony's in Ohio, Jimmy's in New York,

00:19:03.244 --> 00:19:03.505
right?

00:19:03.644 --> 00:19:04.785
We're able to do this in our

00:19:04.825 --> 00:19:06.005
living rooms or our offices

00:19:06.325 --> 00:19:07.285
and have conversations.

00:19:07.605 --> 00:19:10.365
How can you have reach but

00:19:10.526 --> 00:19:11.986
still deliver value?

00:19:12.425 --> 00:19:13.686
You should be looking at how

00:19:13.707 --> 00:19:15.386
you can get involved in virtual care.

00:19:16.496 --> 00:19:17.636
Being specific,

00:19:17.777 --> 00:19:19.378
I would say that that middle option,

00:19:19.419 --> 00:19:20.359
that physical therapist

00:19:20.420 --> 00:19:23.303
guided solutions is the one.

00:19:23.343 --> 00:19:24.844
Now, there are apps out there.

00:19:25.064 --> 00:19:26.326
The big ones that I noticed

00:19:26.465 --> 00:19:28.708
that fall in the subcategory, Hinge,

00:19:28.847 --> 00:19:30.750
Omeda, Recovery One, Sword, Vori.

00:19:30.829 --> 00:19:31.810
Hinge and Sword are the ones

00:19:31.851 --> 00:19:32.912
I think we've heard most about.

00:19:33.172 --> 00:19:33.813
They're the ones that are

00:19:33.833 --> 00:19:34.653
making the biggest noise.

00:19:35.595 --> 00:19:37.016
Now, can you partner with these?

00:19:37.036 --> 00:19:38.477
I don't know, Tony,

00:19:38.497 --> 00:19:39.278
have you looked into that?

00:19:39.337 --> 00:19:40.818
Is it easy to sort of become

00:19:40.838 --> 00:19:41.940
a provider with them?

00:19:41.960 --> 00:19:43.141
I imagine it would be kind

00:19:43.161 --> 00:19:44.201
of hard right now because

00:19:44.402 --> 00:19:44.922
they're not going to want

00:19:44.942 --> 00:19:46.583
to scale up in terms of PTs

00:19:46.603 --> 00:19:47.443
and providers until they

00:19:47.463 --> 00:19:49.945
get a big client base, right?

00:19:50.566 --> 00:19:50.946
You're right.

00:19:51.287 --> 00:19:52.448
It is challenging.

00:19:52.508 --> 00:19:53.347
You have to know the right

00:19:53.388 --> 00:19:54.509
people to connect with.

00:19:56.462 --> 00:19:58.303
I would tell anybody listening,

00:19:59.443 --> 00:20:01.663
you mentioned there's the

00:20:01.864 --> 00:20:03.305
app only and then there's

00:20:03.384 --> 00:20:05.085
the hybrid model where you

00:20:05.125 --> 00:20:06.585
have access to a therapist.

00:20:07.266 --> 00:20:09.006
I always go with what's the

00:20:09.105 --> 00:20:10.486
easiest path to success.

00:20:10.605 --> 00:20:11.747
I would go to the app only,

00:20:11.787 --> 00:20:13.846
something like Kaya Health.

00:20:14.366 --> 00:20:15.768
You could just use it.

00:20:15.887 --> 00:20:17.728
You don't ever have to reach out to them.

00:20:17.768 --> 00:20:19.409
You don't ever have to work for them,

00:20:19.608 --> 00:20:20.828
contact them in any way.

00:20:21.548 --> 00:20:23.369
It's like I have a dumbbell in my clinic.

00:20:23.829 --> 00:20:25.210
I'm not contracted with the

00:20:25.230 --> 00:20:26.410
dumbbell manufacturer.

00:20:26.430 --> 00:20:28.131
I would reach out to a

00:20:28.451 --> 00:20:29.691
company like Kaya Health.

00:20:29.871 --> 00:20:31.051
I'd become, you know,

00:20:31.731 --> 00:20:33.612
well versed in how it works

00:20:33.672 --> 00:20:35.413
and I would just start to

00:20:35.532 --> 00:20:36.673
market physical therapy

00:20:36.692 --> 00:20:39.413
services that layer on top of the app.

00:20:40.054 --> 00:20:41.914
yeah this is a yes and this

00:20:42.015 --> 00:20:43.654
is how do you use this and

00:20:44.215 --> 00:20:45.455
you know our kids or

00:20:45.496 --> 00:20:46.316
grandkids are going to be

00:20:46.336 --> 00:20:47.896
like oh how did you not see

00:20:47.936 --> 00:20:49.038
the opportunity it was so

00:20:49.258 --> 00:20:50.438
obvious because that's how

00:20:50.478 --> 00:20:51.798
things unfold right things

00:20:51.858 --> 00:20:54.039
shake out so the number one

00:20:54.059 --> 00:20:55.059
draft pick or the thing

00:20:55.079 --> 00:20:55.819
that everybody says is

00:20:55.839 --> 00:20:56.881
going to work doesn't

00:20:56.921 --> 00:20:58.320
always pan out we know that

00:20:58.441 --> 00:21:00.201
right but you know

00:21:00.241 --> 00:21:01.742
hindsight's 20 20. so in

00:21:01.843 --> 00:21:04.663
terms of virtual providing virtual care

00:21:05.523 --> 00:21:08.285
It's flexible in terms of you,

00:21:08.345 --> 00:21:10.705
the provider, and the client.

00:21:11.365 --> 00:21:13.465
Remote care can happen from anywhere.

00:21:13.586 --> 00:21:14.146
Convenience,

00:21:14.207 --> 00:21:16.126
patients appreciate the ease

00:21:16.166 --> 00:21:17.107
of virtual appointments.

00:21:17.567 --> 00:21:19.347
I know I'm helping to take care of my dad.

00:21:19.667 --> 00:21:21.148
And when we can do a telehealth visit,

00:21:21.209 --> 00:21:22.028
when we're looking at lab

00:21:22.068 --> 00:21:23.108
results or a scan and I

00:21:23.128 --> 00:21:24.369
don't have to drive all the way there,

00:21:24.390 --> 00:21:26.609
that's a three-hour, four-hour day,

00:21:26.671 --> 00:21:27.691
getting ready, getting there.

00:21:28.371 --> 00:21:30.431
so I look at this um in

00:21:30.471 --> 00:21:32.251
terms of value what values

00:21:32.451 --> 00:21:33.571
are you provided it looks

00:21:33.612 --> 00:21:34.471
like if you're still

00:21:34.511 --> 00:21:35.752
providing high quality care

00:21:36.053 --> 00:21:37.833
that's quality if you can

00:21:37.932 --> 00:21:39.252
help people avoid hassle

00:21:39.353 --> 00:21:40.554
save time make things

00:21:40.753 --> 00:21:43.114
easier and make their

00:21:43.153 --> 00:21:45.515
health better increa this

00:21:45.555 --> 00:21:48.035
increases access right this

00:21:48.075 --> 00:21:49.295
helps with motivation

00:21:49.394 --> 00:21:50.635
things are app based it

00:21:50.675 --> 00:21:52.155
helps with motivation it's

00:21:52.175 --> 00:21:53.215
a little easier we're big

00:21:53.256 --> 00:21:54.195
dumb animals but when my

00:21:54.215 --> 00:21:55.176
phone tells me it's time to

00:21:55.217 --> 00:21:56.076
stand up or I haven't

00:21:56.116 --> 00:21:57.037
closed one of my rings

00:21:58.277 --> 00:21:59.077
I sort of do it.

00:21:59.258 --> 00:22:01.019
So as smart as we are, we're big,

00:22:01.058 --> 00:22:01.598
dumb animals.

00:22:01.638 --> 00:22:03.760
So I think figuring out how

00:22:03.800 --> 00:22:05.060
you can watch what the big

00:22:05.101 --> 00:22:06.201
expensive companies are

00:22:06.241 --> 00:22:07.923
doing and figure out how to

00:22:07.982 --> 00:22:09.523
do it on maybe a smaller scale,

00:22:09.544 --> 00:22:10.105
because you don't need to

00:22:10.144 --> 00:22:11.244
support a big organization

00:22:11.285 --> 00:22:12.185
if you're going to adopt this.

00:22:12.665 --> 00:22:13.846
You're going to support you

00:22:14.267 --> 00:22:15.428
and your goal should solely

00:22:15.468 --> 00:22:16.189
be not to scale.

00:22:17.109 --> 00:22:17.789
Your goal should be,

00:22:17.849 --> 00:22:20.411
can you provide value to one person?

00:22:20.790 --> 00:22:21.651
If the answer is yes,

00:22:21.770 --> 00:22:22.711
how do you do it for two?

00:22:23.132 --> 00:22:23.632
So to me,

00:22:23.672 --> 00:22:25.031
this was the biggest ROI and I

00:22:25.071 --> 00:22:26.613
wanted to lead with it.

00:22:27.712 --> 00:22:28.192
I don't know,

00:22:28.212 --> 00:22:29.513
I was sort of guessing and

00:22:29.554 --> 00:22:30.614
playing around with AI.

00:22:30.634 --> 00:22:31.453
I said, I don't know,

00:22:31.493 --> 00:22:32.875
what's someone willing to pay for this?

00:22:33.015 --> 00:22:33.634
I said, you know,

00:22:33.795 --> 00:22:35.015
AI argued with me and we

00:22:35.055 --> 00:22:36.836
settled on 75 bucks per session.

00:22:37.605 --> 00:22:38.507
People might say, hey,

00:22:38.567 --> 00:22:39.729
Dave Kittle's not here today.

00:22:39.788 --> 00:22:40.349
Miss you, Dave.

00:22:40.990 --> 00:22:42.553
But he would say, absolutely not.

00:22:42.573 --> 00:22:43.535
You provide more value.

00:22:43.555 --> 00:22:44.576
You should be doubling that.

00:22:44.596 --> 00:22:46.961
But let's just say $75 per session.

00:22:47.461 --> 00:22:49.204
And you're able to find five people,

00:22:49.925 --> 00:22:50.767
two sessions a week.

00:22:50.787 --> 00:22:50.988
That's $10.

00:22:52.662 --> 00:22:53.762
you're looking at an annual

00:22:53.823 --> 00:22:56.605
revenue of close to $40,000

00:22:56.605 --> 00:22:59.346
working 10 hours a week,

00:22:59.728 --> 00:23:01.489
or maybe those are half hour sessions,

00:23:01.588 --> 00:23:01.848
right?

00:23:01.909 --> 00:23:02.890
Like if, you know,

00:23:02.930 --> 00:23:04.230
I know sometimes stretching

00:23:04.250 --> 00:23:05.951
an in-person session to an

00:23:05.971 --> 00:23:07.894
hour isn't necessarily the easiest thing,

00:23:08.193 --> 00:23:10.855
But you're selling your insight here,

00:23:11.295 --> 00:23:11.434
right?

00:23:11.454 --> 00:23:12.615
Because again, with these cameras,

00:23:12.635 --> 00:23:13.355
they're pretty good,

00:23:13.615 --> 00:23:14.435
but I can't really get my

00:23:14.476 --> 00:23:15.396
fingers to go through them.

00:23:15.436 --> 00:23:16.896
So you're really selling your insight.

00:23:17.257 --> 00:23:19.178
So even I think on a conservative model,

00:23:19.178 --> 00:23:22.159
10 sessions a week, five clients,

00:23:22.259 --> 00:23:25.299
two or 10 times one at 75

00:23:25.299 --> 00:23:26.480
bucks over 50 weeks,

00:23:26.500 --> 00:23:26.961
you're looking at $37,500.

00:23:26.961 --> 00:23:27.040
Yeah.

00:23:27.080 --> 00:23:27.201
Yeah.

00:23:31.317 --> 00:23:33.178
Yeah, that's impactful, you know,

00:23:33.298 --> 00:23:34.939
and it's something that it

00:23:34.979 --> 00:23:36.339
doesn't have to be the main gig.

00:23:36.859 --> 00:23:38.701
It's just a side hustle that

00:23:39.021 --> 00:23:40.362
helps grease the wheels,

00:23:40.423 --> 00:23:41.823
helps build some momentum,

00:23:41.903 --> 00:23:43.483
builds your bankroll so

00:23:43.503 --> 00:23:46.006
that you can then fund your main passion,

00:23:46.066 --> 00:23:47.567
which might be direct patient care.

00:23:48.146 --> 00:23:50.127
If you're a lymphedema therapist,

00:23:50.208 --> 00:23:51.489
a pelvic floor therapist,

00:23:51.528 --> 00:23:52.769
you have these passions.

00:23:53.230 --> 00:23:53.931
Unfortunately,

00:23:53.990 --> 00:23:55.191
conventional insurance

00:23:55.230 --> 00:23:56.551
reimbursement does not

00:23:56.612 --> 00:23:58.613
cover the true cost of you

00:23:58.653 --> 00:23:59.673
delivering the service the

00:23:59.693 --> 00:24:00.634
way you want to deliver it.

00:24:01.174 --> 00:24:02.615
So you find these side hustles,

00:24:02.976 --> 00:24:03.997
puts money in the bank,

00:24:04.376 --> 00:24:05.678
gives you some runway so

00:24:05.698 --> 00:24:07.199
you can do the things you love,

00:24:07.719 --> 00:24:08.579
even if it means you're

00:24:08.619 --> 00:24:09.721
losing money there because

00:24:09.740 --> 00:24:11.020
you're making money somewhere else.

00:24:11.642 --> 00:24:13.883
Low overhead too, minimal startup costs.

00:24:13.962 --> 00:24:15.223
Maybe, I mean,

00:24:15.243 --> 00:24:16.865
if you have a brick and mortar,

00:24:16.904 --> 00:24:18.105
this can be an add-on,

00:24:18.165 --> 00:24:19.346
this can be a yes and,

00:24:19.846 --> 00:24:21.127
or if you want it to extend

00:24:21.468 --> 00:24:22.989
further than your geographic area,

00:24:23.189 --> 00:24:24.230
we know what you can do in

00:24:24.269 --> 00:24:25.250
terms of cost per click

00:24:25.310 --> 00:24:26.791
advertising to find a client.

00:24:27.352 --> 00:24:28.573
Let's say you're paying a

00:24:28.633 --> 00:24:31.036
couple bucks per client,

00:24:31.135 --> 00:24:32.657
but for every one that you

00:24:32.698 --> 00:24:34.460
get on an initial eval call,

00:24:35.101 --> 00:24:36.803
you bet one out of 10.

00:24:36.803 --> 00:24:37.963
That's still a good ratio.

00:24:38.023 --> 00:24:40.366
So low barrier to entry.

00:24:40.906 --> 00:24:42.189
The thing that's valuable is

00:24:42.229 --> 00:24:42.869
in your brain.

00:24:42.990 --> 00:24:44.030
You already paid for that

00:24:44.070 --> 00:24:44.912
with your education.

00:24:44.951 --> 00:24:45.833
So that's my number one pick.

00:24:47.250 --> 00:24:47.529
Yeah.

00:24:47.869 --> 00:24:48.230
Yeah.

00:24:48.351 --> 00:24:49.171
And I would say you could

00:24:49.211 --> 00:24:51.632
even extend beyond the PT apps.

00:24:52.032 --> 00:24:53.393
I'm looking online right now.

00:24:53.492 --> 00:24:56.194
So Noom is a weight loss app.

00:24:56.234 --> 00:24:57.535
There are accountability apps.

00:24:57.555 --> 00:24:59.115
There are meditation apps.

00:24:59.435 --> 00:25:00.557
Calm, I think, is one.

00:25:01.537 --> 00:25:02.798
There are all these other

00:25:02.978 --> 00:25:03.858
apps that are out there

00:25:03.898 --> 00:25:06.759
that you could build a treatment program.

00:25:06.799 --> 00:25:08.221
You can build anything you

00:25:08.260 --> 00:25:09.422
want to build your

00:25:09.481 --> 00:25:10.981
expertise as a clinician

00:25:11.061 --> 00:25:12.182
layered on top of the

00:25:12.202 --> 00:25:13.923
technology that's already been developed.

00:25:14.344 --> 00:25:15.784
developed and perfected.

00:25:16.324 --> 00:25:18.265
Now you have something one

00:25:18.285 --> 00:25:19.765
plus one equals four,

00:25:19.884 --> 00:25:21.325
something of greater value

00:25:21.404 --> 00:25:22.605
than if the patient tries

00:25:22.665 --> 00:25:25.006
to hire you by the app,

00:25:25.046 --> 00:25:26.066
do all these separate

00:25:26.105 --> 00:25:28.487
things that are completely dissociated.

00:25:28.926 --> 00:25:29.886
Tony, let me ask you this.

00:25:30.866 --> 00:25:32.487
Did you do research into

00:25:32.626 --> 00:25:34.208
exercise physiology to

00:25:34.327 --> 00:25:35.907
figure out how muscle

00:25:36.028 --> 00:25:37.067
actually becomes strong?

00:25:37.087 --> 00:25:37.847
Did you do the,

00:25:38.148 --> 00:25:39.328
were you there elbow deep

00:25:39.388 --> 00:25:40.388
in figuring that out?

00:25:41.525 --> 00:25:41.724
No,

00:25:41.904 --> 00:25:44.146
I depended on the experts to figure it

00:25:44.287 --> 00:25:46.307
out and then I used that information.

00:25:46.588 --> 00:25:47.729
Yeah.

00:25:47.888 --> 00:25:49.651
No one expects you to have

00:25:49.711 --> 00:25:51.251
invented the thing or

00:25:51.332 --> 00:25:53.212
discovered how muscle can

00:25:53.252 --> 00:25:54.134
become stronger.

00:25:54.294 --> 00:25:55.775
No one expects that.

00:25:57.305 --> 00:25:59.487
And I am not creating this quote,

00:25:59.567 --> 00:26:00.626
but people don't

00:26:00.686 --> 00:26:02.989
necessarily pay for the solution.

00:26:03.009 --> 00:26:04.470
They pay for the simplification.

00:26:04.509 --> 00:26:05.971
Can you make it easy for me?

00:26:06.431 --> 00:26:08.192
I know my buddy who helps me

00:26:08.512 --> 00:26:09.973
renovate my kitchen didn't

00:26:10.054 --> 00:26:11.674
invent kitchen renovation,

00:26:11.954 --> 00:26:13.076
but he's the guy I've got

00:26:13.236 --> 00:26:15.397
locally who knows me,

00:26:15.438 --> 00:26:16.818
is standing in my kitchen with me,

00:26:17.239 --> 00:26:18.119
who said, hey, you know,

00:26:18.160 --> 00:26:19.240
we could redo those cabinets.

00:26:19.259 --> 00:26:20.641
And I go, but how do I do that?

00:26:20.661 --> 00:26:21.422
There's a million other

00:26:21.461 --> 00:26:22.563
people I could have went with.

00:26:23.083 --> 00:26:24.042
But I went with him because

00:26:24.083 --> 00:26:25.003
he was standing there at

00:26:25.044 --> 00:26:27.064
the right time and understood my problem.

00:26:27.203 --> 00:26:29.505
So just because someone

00:26:29.545 --> 00:26:30.545
invented the app doesn't

00:26:30.585 --> 00:26:32.365
mean you can't look at what

00:26:32.405 --> 00:26:33.605
they did and replicate it.

00:26:33.625 --> 00:26:35.207
You don't have to be an app builder,

00:26:35.527 --> 00:26:37.446
but understand what problem

00:26:37.487 --> 00:26:38.788
they solved and figure out

00:26:39.268 --> 00:26:40.928
how you can solve that problem.

00:26:41.407 --> 00:26:42.949
If you sell simplification...

00:26:43.971 --> 00:26:44.791
That's, that's,

00:26:45.311 --> 00:26:47.773
that is a benefit to

00:26:47.834 --> 00:26:48.714
someone working with you.

00:26:48.815 --> 00:26:49.914
Can you make this easier?

00:26:50.195 --> 00:26:52.136
Can you, people don't want the process,

00:26:52.176 --> 00:26:52.297
right?

00:26:52.336 --> 00:26:53.278
We've talked about this before.

00:26:53.637 --> 00:26:55.460
People want the thing beyond the process.

00:26:55.980 --> 00:26:56.901
I don't want to necessarily,

00:26:56.921 --> 00:26:58.342
people don't want to go to the gym.

00:26:58.662 --> 00:27:00.042
They want to have gone to the gym.

00:27:00.063 --> 00:27:01.483
They want their results from the gym.

00:27:01.923 --> 00:27:03.005
So make sure you understand.

00:27:03.025 --> 00:27:03.605
I take,

00:27:03.625 --> 00:27:05.366
I take all the reasons you're not

00:27:05.426 --> 00:27:06.367
going out of it.

00:27:06.407 --> 00:27:06.647
Listen,

00:27:06.688 --> 00:27:08.209
I can't do one squat for you no

00:27:08.229 --> 00:27:09.130
matter how hard I try.

00:27:09.710 --> 00:27:10.730
But you don't have to think.

00:27:10.770 --> 00:27:11.770
You can turn your brain off

00:27:11.851 --> 00:27:13.051
before you go to the gym or

00:27:13.071 --> 00:27:14.051
before you come to my clinic.

00:27:14.291 --> 00:27:15.613
I'm going to have it laid out for you.

00:27:15.992 --> 00:27:17.134
That's simplification.

00:27:17.614 --> 00:27:18.974
That's what you should sell with this.

00:27:19.775 --> 00:27:20.394
Absolutely.

00:27:20.515 --> 00:27:22.816
Before we hit the next one, Karen said,

00:27:22.856 --> 00:27:23.896
Jimmy, so true.

00:27:24.237 --> 00:27:25.337
Same with grandfather.

00:27:25.357 --> 00:27:26.278
Before he passed,

00:27:26.357 --> 00:27:27.878
you don't know how valuable

00:27:27.939 --> 00:27:29.700
you are until you have the need.

00:27:30.219 --> 00:27:30.439
Yeah.

00:27:30.679 --> 00:27:30.880
Yeah.

00:27:30.900 --> 00:27:33.902
I mean, it just brings back to the, Oh,

00:27:33.961 --> 00:27:35.864
what's the lead character in Futurama?

00:27:36.344 --> 00:27:37.224
The main character,

00:27:37.565 --> 00:27:38.685
but you know who I'm talking about.

00:27:38.705 --> 00:27:39.906
I know the cartoon.

00:27:40.007 --> 00:27:40.968
I don't know the character.

00:27:41.127 --> 00:27:42.128
One of my favorite memes.

00:27:42.169 --> 00:27:42.950
We've all seen the meme

00:27:42.970 --> 00:27:43.569
where he's standing there

00:27:43.589 --> 00:27:44.810
with a handful of cash and he says,

00:27:44.851 --> 00:27:45.692
take my money.

00:27:46.053 --> 00:27:46.173
Right.

00:27:46.192 --> 00:27:46.333
Yeah.

00:27:46.853 --> 00:27:49.016
You don't know the value of

00:27:49.096 --> 00:27:51.057
something until you've experienced it.

00:27:51.159 --> 00:27:52.840
I remember learning about

00:27:52.961 --> 00:27:53.761
telehealth calls.

00:27:53.781 --> 00:27:54.482
I'm like, that's good.

00:27:54.542 --> 00:27:56.765
But I'm an early 40s guy who

00:27:56.805 --> 00:27:57.826
barely goes to the doctor.

00:27:57.846 --> 00:27:58.968
When I started helping my dad,

00:27:59.348 --> 00:28:00.390
a telehealth call,

00:28:01.030 --> 00:28:02.031
it's going to cost more to

00:28:02.471 --> 00:28:03.353
take my money because it's

00:28:03.373 --> 00:28:04.934
going to save me four hours

00:28:05.036 --> 00:28:05.655
and a headache.

00:28:06.336 --> 00:28:07.097
Take my money.

00:28:07.498 --> 00:28:09.279
So understanding the value

00:28:09.319 --> 00:28:10.280
of the thing that you provide,

00:28:10.320 --> 00:28:10.922
sometimes you've got to

00:28:10.961 --> 00:28:11.883
jump in it and you've got

00:28:11.903 --> 00:28:13.285
to be the customer.

00:28:13.664 --> 00:28:14.365
But that's the way to

00:28:14.445 --> 00:28:16.567
understand how valuable something is.

00:28:16.647 --> 00:28:19.731
I think our cousins, PTs, OTs, SLPs,

00:28:19.791 --> 00:28:20.452
I call them the cousins,

00:28:21.413 --> 00:28:22.934
need to start to value the

00:28:22.994 --> 00:28:24.057
thing that we provide.

00:28:25.083 --> 00:28:26.345
Just because Medicare or an

00:28:26.384 --> 00:28:27.266
insurance company tells you

00:28:27.286 --> 00:28:28.028
that that's how much your

00:28:28.067 --> 00:28:29.630
hour is worth does not mean

00:28:29.650 --> 00:28:30.592
that that's what it's worth.

00:28:31.313 --> 00:28:32.555
Understand what problems you

00:28:32.595 --> 00:28:34.698
are eliminating and how

00:28:34.738 --> 00:28:35.700
many you can eliminate,

00:28:36.220 --> 00:28:37.362
and that is your real value.

00:28:37.603 --> 00:28:38.304
The market decides.

00:28:38.942 --> 00:28:39.982
That's gotta be another

00:28:40.202 --> 00:28:41.463
topic for another show

00:28:41.523 --> 00:28:43.164
because we can't confuse

00:28:43.224 --> 00:28:44.425
what Medicare is buying

00:28:44.846 --> 00:28:46.487
with what we want to deliver.

00:28:46.866 --> 00:28:48.648
They're completely different things,

00:28:48.769 --> 00:28:49.048
you know,

00:28:49.088 --> 00:28:50.750
but too many times therapists

00:28:50.849 --> 00:28:53.311
make that connection and

00:28:53.352 --> 00:28:54.772
it's just a false connection.

00:28:55.292 --> 00:28:56.713
Let me hit my second topic.

00:28:56.753 --> 00:28:57.914
So this is another one,

00:28:58.055 --> 00:28:59.516
solving problems that

00:28:59.817 --> 00:29:01.557
therapists are facing every single day.

00:29:01.958 --> 00:29:02.999
And I'm going to stay on the

00:29:03.058 --> 00:29:05.020
theme of cash-based PTs,

00:29:05.161 --> 00:29:06.781
non-contracted therapists.

00:29:07.923 --> 00:29:09.443
I teach an entire hour-long

00:29:09.483 --> 00:29:11.246
module on out-of-network billing.

00:29:11.746 --> 00:29:14.749
And everything distills back down to,

00:29:15.028 --> 00:29:16.430
do you want to be a billing

00:29:16.490 --> 00:29:18.592
company who delivers therapy services?

00:29:18.632 --> 00:29:19.332
Or do you want to be a

00:29:19.451 --> 00:29:21.733
therapist who can help

00:29:21.794 --> 00:29:23.516
people get access to

00:29:23.655 --> 00:29:24.737
out-of-network coverage?

00:29:25.257 --> 00:29:28.179
And so what I would do is we

00:29:28.199 --> 00:29:29.239
need to solve this problem

00:29:29.259 --> 00:29:30.339
for ourselves anyway.

00:29:30.400 --> 00:29:32.060
If I was going to be an out

00:29:32.121 --> 00:29:33.240
of network provider and I

00:29:33.280 --> 00:29:34.142
still want to allow my

00:29:34.182 --> 00:29:35.303
patients the best chance of

00:29:35.363 --> 00:29:36.343
getting reimbursed for out

00:29:36.383 --> 00:29:37.344
of network services,

00:29:38.183 --> 00:29:40.345
I would dedicate a couple hours.

00:29:40.444 --> 00:29:42.405
It's not a lifetime to

00:29:42.685 --> 00:29:44.146
really understanding how

00:29:44.326 --> 00:29:45.768
out of network billing works.

00:29:45.807 --> 00:29:47.328
I would pick one payer individually.

00:29:47.568 --> 00:29:48.829
The most common one we hear

00:29:48.869 --> 00:29:50.171
people talk about on social

00:29:50.211 --> 00:29:51.692
media is UnitedHealthcare.

00:29:52.112 --> 00:29:54.012
I would say today, this week,

00:29:54.472 --> 00:29:56.074
I am going to be the expert

00:29:56.294 --> 00:29:57.634
on out-of-network claim

00:29:57.714 --> 00:29:59.415
submission for therapy services,

00:29:59.655 --> 00:30:02.157
your discipline, for UnitedHealthcare.

00:30:02.478 --> 00:30:03.317
And I'm going to understand

00:30:03.397 --> 00:30:04.358
all of the ins and outs.

00:30:04.398 --> 00:30:05.419
I'm going to understand all

00:30:05.439 --> 00:30:06.700
of the confusion.

00:30:06.759 --> 00:30:08.240
I'm going to solve all of the problems.

00:30:08.621 --> 00:30:10.142
And once I do that, obviously,

00:30:10.241 --> 00:30:11.222
you can help your own

00:30:11.282 --> 00:30:13.903
patients who want to come to you, who are,

00:30:14.084 --> 00:30:14.365
you know,

00:30:14.525 --> 00:30:16.006
you are an out-of-network provider,

00:30:16.145 --> 00:30:16.486
but...

00:30:17.125 --> 00:30:18.267
Then you could take that and

00:30:18.326 --> 00:30:20.808
extend it really to other patients,

00:30:21.009 --> 00:30:21.829
other providers.

00:30:21.869 --> 00:30:23.332
And there are two companies right now.

00:30:23.352 --> 00:30:24.452
I did a little research this

00:30:24.492 --> 00:30:26.374
morning on the market who

00:30:26.554 --> 00:30:28.296
are still trying to solve this problem,

00:30:28.435 --> 00:30:30.116
but they're trying to solve

00:30:30.176 --> 00:30:33.160
it exclusively from a tech perspective.

00:30:33.881 --> 00:30:35.541
One company is called Claim

00:30:36.083 --> 00:30:38.464
I and it's C-L-A-I-M.

00:30:39.345 --> 00:30:42.068
Uh, E Y E claim.

00:30:42.088 --> 00:30:43.851
I, the other one is reimbursify.

00:30:43.871 --> 00:30:45.593
Now I interviewed the founder,

00:30:45.753 --> 00:30:46.894
one of the original guys

00:30:46.934 --> 00:30:48.457
from reimbursify years ago.

00:30:48.477 --> 00:30:50.819
I think they have a great concept.

00:30:50.839 --> 00:30:51.941
They have a great idea,

00:30:52.782 --> 00:30:54.144
but like many tech founders

00:30:54.163 --> 00:30:54.924
that I've talked to, uh,

00:30:55.566 --> 00:30:56.386
They're trying to do

00:30:56.586 --> 00:30:57.846
everything with technology.

00:30:57.906 --> 00:30:59.367
They don't want to involve a

00:30:59.428 --> 00:31:00.608
human in any way.

00:31:01.028 --> 00:31:02.309
And just like your idea, Jimmy,

00:31:02.349 --> 00:31:03.029
with the app,

00:31:03.451 --> 00:31:04.730
if we bring in just a little

00:31:04.750 --> 00:31:07.032
bit of human into the equation,

00:31:07.192 --> 00:31:09.653
we get exponential improvement and gains.

00:31:10.114 --> 00:31:11.974
So what I would do, I'm a PT.

00:31:12.055 --> 00:31:12.955
I'm trying to build my

00:31:13.056 --> 00:31:15.096
out-of-network cash-based practice.

00:31:15.616 --> 00:31:17.038
I solve the out-of-network

00:31:17.077 --> 00:31:19.619
billing problem for one particular payer.

00:31:20.099 --> 00:31:21.080
Then I do a second and a

00:31:21.121 --> 00:31:21.840
third and a fourth,

00:31:22.320 --> 00:31:24.541
and I make my services available.

00:31:24.582 --> 00:31:26.844
And so if you look at the ClaimEye website,

00:31:27.403 --> 00:31:29.325
they're charging $10 for a

00:31:29.464 --> 00:31:31.226
single out of network claim

00:31:31.486 --> 00:31:32.866
to be submitted to the payer.

00:31:33.346 --> 00:31:34.807
They're charging a monthly

00:31:34.847 --> 00:31:36.449
fee for unlimited claims

00:31:37.028 --> 00:31:38.130
But I would just tell all

00:31:38.170 --> 00:31:39.651
the other providers, I say, hey,

00:31:39.912 --> 00:31:40.632
this is what I do.

00:31:40.652 --> 00:31:41.692
This is my side gig.

00:31:41.732 --> 00:31:42.854
This is my specialty.

00:31:43.273 --> 00:31:44.536
If you have a patient who

00:31:44.556 --> 00:31:45.355
wants to come to you,

00:31:45.737 --> 00:31:48.318
they have out-of-network services,

00:31:48.798 --> 00:31:50.641
coverage with UnitedHealthcare,

00:31:51.101 --> 00:31:51.801
send them my way.

00:31:52.261 --> 00:31:53.762
And you charge, you know,

00:31:53.863 --> 00:31:55.125
I'm just making these numbers up,

00:31:55.125 --> 00:31:55.404
$25 plus.

00:31:56.945 --> 00:32:01.847
per claim or 10% of the total value,

00:32:01.907 --> 00:32:03.288
whichever is more.

00:32:03.628 --> 00:32:04.528
That is your fee.

00:32:05.148 --> 00:32:06.390
And you just make sure that

00:32:06.450 --> 00:32:07.589
you have all of the

00:32:07.630 --> 00:32:09.810
resources in place to give

00:32:09.851 --> 00:32:11.172
them the highest chance of

00:32:11.231 --> 00:32:13.073
reimbursement and access to

00:32:13.153 --> 00:32:14.432
their out-of-network benefits.

00:32:14.573 --> 00:32:15.794
The patient is paying...

00:32:16.473 --> 00:32:18.696
a premium to have out of network coverage,

00:32:19.278 --> 00:32:21.039
you are solving the patient's problem,

00:32:21.460 --> 00:32:22.500
which is getting them

00:32:22.622 --> 00:32:25.105
access to the money that they deserve.

00:32:25.565 --> 00:32:27.406
And you're solving the therapist problem,

00:32:27.907 --> 00:32:29.589
which is increasing access

00:32:29.630 --> 00:32:30.811
to new referral sources

00:32:30.872 --> 00:32:31.732
that they wouldn't have

00:32:31.853 --> 00:32:33.114
otherwise had because

00:32:33.755 --> 00:32:35.055
That therapist is too busy

00:32:35.095 --> 00:32:36.076
treating patients and they

00:32:36.096 --> 00:32:37.056
don't want to waste time

00:32:37.435 --> 00:32:38.676
dealing with out-of-network

00:32:38.717 --> 00:32:41.136
reimbursement unless you're involved.

00:32:41.336 --> 00:32:42.597
The patient pays you the fee,

00:32:42.637 --> 00:32:43.718
the therapist does not,

00:32:44.157 --> 00:32:45.519
but the therapist sends the

00:32:45.558 --> 00:32:47.338
patient to you because the

00:32:47.358 --> 00:32:48.338
patient reached out to the

00:32:48.378 --> 00:32:49.619
therapist for services.

00:32:50.200 --> 00:32:51.981
All right, let's be clear on this.

00:32:52.061 --> 00:32:52.342
Okay,

00:32:52.402 --> 00:32:53.903
so you're going to be the rules

00:32:53.982 --> 00:32:55.443
expert that you just mentioned.

00:32:55.463 --> 00:32:56.105
You're going to start with

00:32:56.164 --> 00:32:56.925
UnitedHealthcare,

00:32:56.945 --> 00:32:57.486
and then you're going to go

00:32:57.506 --> 00:32:58.287
to Blue Cross Blue Shield.

00:32:58.307 --> 00:32:59.407
You're going to become the

00:32:59.647 --> 00:33:01.269
out-of-network rules expert.

00:33:02.150 --> 00:33:04.872
I'm a cash PT, or I'm an out-of-network PT,

00:33:04.892 --> 00:33:06.933
I should say, in my community,

00:33:07.074 --> 00:33:08.154
but I've got this patient

00:33:08.174 --> 00:33:09.316
who wants to come to me,

00:33:09.375 --> 00:33:11.497
but because I'm out-of-network,

00:33:11.717 --> 00:33:12.577
they might just decide to

00:33:12.617 --> 00:33:15.200
pay out-of-network, out-of-pocket, or...

00:33:16.307 --> 00:33:17.087
But I might lose them.

00:33:17.568 --> 00:33:18.648
Or I can say, listen,

00:33:18.849 --> 00:33:20.109
I got this guy and it's

00:33:20.269 --> 00:33:22.672
worth it because now you can see me.

00:33:22.692 --> 00:33:24.153
You can get the benefit of

00:33:24.212 --> 00:33:25.854
me who you want and you can

00:33:25.973 --> 00:33:26.874
use those benefits.

00:33:27.134 --> 00:33:28.315
But I ain't got time for that.

00:33:28.575 --> 00:33:28.734
Right.

00:33:28.776 --> 00:33:29.736
Just to quote another me.

00:33:29.756 --> 00:33:30.497
I got time for that.

00:33:31.757 --> 00:33:32.938
So what you're saying is

00:33:33.818 --> 00:33:35.700
because you're the expert in this.

00:33:36.940 --> 00:33:38.621
Because you've studied one insurance,

00:33:38.641 --> 00:33:39.221
you're going to become the

00:33:39.301 --> 00:33:40.482
expert in all of them.

00:33:41.826 --> 00:33:43.407
I send my patient to you.

00:33:44.288 --> 00:33:45.769
They come to you with their information.

00:33:45.788 --> 00:33:46.828
Hey, listen, I want to see Jimmy,

00:33:46.848 --> 00:33:47.909
but here's my insurance.

00:33:47.949 --> 00:33:49.150
You're like, okay, I got it.

00:33:49.569 --> 00:33:52.391
Here's the proper way around the rules,

00:33:52.411 --> 00:33:53.451
or I shouldn't say around the rules,

00:33:53.531 --> 00:33:55.531
within the rules to access

00:33:55.573 --> 00:33:57.053
these out-of-network benefits.

00:33:57.972 --> 00:34:00.815
You pay me, as in the patient pays Tony,

00:34:02.154 --> 00:34:02.994
and now you actually get

00:34:03.215 --> 00:34:04.536
access to the benefits as a

00:34:04.576 --> 00:34:05.977
patient that you're already paying,

00:34:06.017 --> 00:34:06.297
that you're...

00:34:07.058 --> 00:34:08.280
that you should have access

00:34:08.320 --> 00:34:09.659
to so you can see the

00:34:09.699 --> 00:34:10.840
provider that you want,

00:34:10.860 --> 00:34:12.340
so the patient's happy,

00:34:12.782 --> 00:34:13.902
the provider's happy.

00:34:15.103 --> 00:34:16.242
For all intents and purposes,

00:34:16.282 --> 00:34:17.264
the insurance company's

00:34:17.304 --> 00:34:18.103
happy too because it's

00:34:18.143 --> 00:34:19.644
within their rules and regulations,

00:34:20.184 --> 00:34:21.286
but they probably know it's

00:34:21.306 --> 00:34:22.226
so complicated and

00:34:22.266 --> 00:34:24.686
convoluted that it's sort of... I mean,

00:34:24.706 --> 00:34:25.907
I would never accuse an

00:34:25.927 --> 00:34:26.847
insurance company of making

00:34:26.887 --> 00:34:28.608
something complicated on purpose,

00:34:29.989 --> 00:34:31.090
but this is another example

00:34:31.130 --> 00:34:33.130
of everybody is happy.

00:34:33.210 --> 00:34:34.351
And you... Wait, hold on a second.

00:34:34.371 --> 00:34:34.632
You would...

00:34:35.692 --> 00:34:36.913
i would as a provider I

00:34:36.932 --> 00:34:37.693
would only need to send my

00:34:37.733 --> 00:34:39.155
patient to tony once

00:34:39.175 --> 00:34:40.275
because as soon as the as

00:34:40.295 --> 00:34:41.315
soon as it's figured out

00:34:41.677 --> 00:34:43.237
it's done and now for the

00:34:43.318 --> 00:34:44.938
life of that patient and

00:34:44.958 --> 00:34:46.159
the provider relationship

00:34:46.320 --> 00:34:47.581
that problem is solved

00:34:48.101 --> 00:34:50.322
right so this could have a

00:34:50.402 --> 00:34:52.123
lifetime value of a patient

00:34:52.164 --> 00:34:54.025
lifetime value of a lot

00:34:54.146 --> 00:34:56.286
more than that 50 that you

00:34:56.327 --> 00:34:58.469
might pay to access your your benefits

00:34:59.275 --> 00:34:59.896
Absolutely.

00:35:00.155 --> 00:35:00.496
You know,

00:35:01.757 --> 00:35:02.838
these are the kinds of

00:35:02.898 --> 00:35:04.420
relationships that I love most.

00:35:04.800 --> 00:35:05.541
Win, win, win.

00:35:06.063 --> 00:35:07.324
The therapist wins.

00:35:07.543 --> 00:35:08.005
I win.

00:35:08.065 --> 00:35:09.005
The patient wins.

00:35:09.065 --> 00:35:10.226
The insurance company wins.

00:35:10.266 --> 00:35:10.827
And like you said,

00:35:11.007 --> 00:35:12.269
even though people don't

00:35:12.630 --> 00:35:13.811
want to acknowledge it,

00:35:14.632 --> 00:35:16.313
every telephone call that

00:35:16.353 --> 00:35:17.235
goes to an insurance

00:35:17.295 --> 00:35:18.295
company is costing that

00:35:18.356 --> 00:35:19.376
insurance company money.

00:35:20.217 --> 00:35:22.579
That cost is flowing through

00:35:22.699 --> 00:35:25.260
to individual beneficiary premiums.

00:35:25.860 --> 00:35:27.882
We are still carrying that cost.

00:35:28.101 --> 00:35:29.182
I have health insurance.

00:35:29.242 --> 00:35:29.902
You have health.

00:35:30.043 --> 00:35:30.724
Well, maybe you do.

00:35:31.143 --> 00:35:32.324
We all have health insurance.

00:35:32.344 --> 00:35:34.626
The idea is that we're

00:35:34.706 --> 00:35:35.985
solving a problem for

00:35:36.206 --> 00:35:37.987
everybody in the equation

00:35:38.547 --> 00:35:39.688
and we're gaining,

00:35:39.788 --> 00:35:41.349
we're providing more value

00:35:41.409 --> 00:35:42.989
than the cost there.

00:35:43.090 --> 00:35:44.311
The client is going to pay

00:35:44.351 --> 00:35:45.771
me $25 to receive $150 reimbursement.

00:35:49.193 --> 00:35:50.233
And the reality is,

00:35:50.434 --> 00:35:51.414
even though that first

00:35:51.494 --> 00:35:52.594
claim might be the most

00:35:52.675 --> 00:35:55.036
expensive for me to help them process,

00:35:55.715 --> 00:35:57.056
all the rest of the claims

00:35:57.157 --> 00:35:58.456
within that plan of care

00:35:58.496 --> 00:36:00.217
are going to be exactly the same.

00:36:00.297 --> 00:36:03.478
My cost to process more out

00:36:03.498 --> 00:36:04.639
of network claims for that

00:36:04.699 --> 00:36:06.860
patient goes virtually to zero.

00:36:07.541 --> 00:36:08.661
And it could be something as

00:36:08.742 --> 00:36:10.242
simple as that out of

00:36:10.302 --> 00:36:11.463
network provider needs to

00:36:11.503 --> 00:36:12.784
give you a W nine.

00:36:13.204 --> 00:36:15.045
The patient doesn't know what a W nine is.

00:36:15.125 --> 00:36:15.925
Most out of network

00:36:15.945 --> 00:36:17.545
providers don't know what a W nine is,

00:36:17.646 --> 00:36:20.027
but you know that the therapy,

00:36:20.208 --> 00:36:21.347
the insurance company needs

00:36:21.407 --> 00:36:22.949
the W nine to process the

00:36:23.028 --> 00:36:23.889
out of network claim.

00:36:24.929 --> 00:36:25.911
Super simple stuff.

00:36:26.510 --> 00:36:27.072
And like I said,

00:36:27.112 --> 00:36:29.052
the two main companies that

00:36:29.074 --> 00:36:30.014
are out there are trying to

00:36:30.054 --> 00:36:31.775
do it exclusively through tech,

00:36:32.135 --> 00:36:33.757
but sometimes humans just

00:36:33.797 --> 00:36:34.978
need to talk to a human.

00:36:35.498 --> 00:36:37.199
And so five minutes on the phone,

00:36:37.219 --> 00:36:38.740
you collect all the information,

00:36:38.780 --> 00:36:39.722
you take care of it,

00:36:39.981 --> 00:36:41.983
you collect payment upfront.

00:36:42.244 --> 00:36:43.824
You're not guaranteeing that

00:36:43.864 --> 00:36:45.726
the claim will process and be paid.

00:36:46.306 --> 00:36:48.048
Every single insurance

00:36:48.088 --> 00:36:49.630
company has the same disclaimer.

00:36:49.730 --> 00:36:51.972
This does not guarantee payment.

00:36:52.512 --> 00:36:53.873
But you are making your best

00:36:54.014 --> 00:36:55.074
effort and you have enough

00:36:55.135 --> 00:36:57.016
experience after a couple of months,

00:36:57.036 --> 00:36:59.018
a couple of weeks to know, yeah,

00:36:59.559 --> 00:37:00.440
this is going to get paid.

00:37:00.481 --> 00:37:02.141
I've seen this policy.

00:37:02.282 --> 00:37:03.443
I've seen these claims.

00:37:03.543 --> 00:37:04.965
I know exactly what needs to be done.

00:37:05.806 --> 00:37:06.507
Let me ask you this.

00:37:06.706 --> 00:37:07.969
Let's say let's say, again,

00:37:08.009 --> 00:37:09.130
I'm the provider and you're

00:37:09.170 --> 00:37:10.731
the you're the rules master

00:37:10.771 --> 00:37:11.873
for UnitedHealthcare, right?

00:37:12.898 --> 00:37:14.318
And I've got Karen.

00:37:14.378 --> 00:37:15.699
Karen is coming to me.

00:37:16.320 --> 00:37:17.141
She's out of network,

00:37:17.181 --> 00:37:18.181
but she wants to see Jimmy

00:37:18.201 --> 00:37:20.402
because we've got a good relationship.

00:37:20.422 --> 00:37:22.264
And you go and solve that problem for me.

00:37:22.304 --> 00:37:24.005
Now Karen can access her out

00:37:24.025 --> 00:37:24.786
of network benefits.

00:37:24.945 --> 00:37:25.987
I don't have to do a lot of work.

00:37:26.027 --> 00:37:27.047
You've solved that for me.

00:37:28.128 --> 00:37:29.708
The next person that comes in,

00:37:30.048 --> 00:37:31.789
let's say Karen's neighbor comes in,

00:37:31.989 --> 00:37:32.791
same insurance.

00:37:34.192 --> 00:37:35.532
Do I still need to come back to you?

00:37:36.990 --> 00:37:38.253
Because you're providing not

00:37:38.293 --> 00:37:39.875
only the insight, but you're providing,

00:37:40.454 --> 00:37:41.356
what else are you providing?

00:37:41.376 --> 00:37:42.257
Like, that's my question.

00:37:42.277 --> 00:37:44.179
As soon as you solve the

00:37:44.621 --> 00:37:45.681
UnitedHealthcare out of

00:37:45.742 --> 00:37:48.144
network problem for Karen, for Jimmy,

00:37:49.527 --> 00:37:50.307
do I have to come for you

00:37:50.327 --> 00:37:51.208
for the next patient with

00:37:51.228 --> 00:37:52.030
the same problem?

00:37:52.110 --> 00:37:53.452
Or is that problem solved?

00:37:54.344 --> 00:37:55.405
I would say yes,

00:37:55.545 --> 00:37:57.907
because I'm not solving the

00:37:58.027 --> 00:37:59.688
reimbursement problem for Jimmy.

00:37:59.708 --> 00:38:03.471
I'm reducing friction for Jimmy, but Jimmy,

00:38:03.731 --> 00:38:05.992
you're not learning what I'm doing.

00:38:06.092 --> 00:38:08.693
So you're telling your prospect,

00:38:09.414 --> 00:38:12.056
if not getting reimbursed is a barrier,

00:38:12.077 --> 00:38:13.677
this is a service.

00:38:13.737 --> 00:38:14.918
I recommend you go check it out.

00:38:15.239 --> 00:38:15.639
That's it.

00:38:16.139 --> 00:38:17.181
You're just sending that

00:38:17.240 --> 00:38:18.561
person to me because I'm

00:38:18.621 --> 00:38:20.043
the expert in getting them

00:38:20.063 --> 00:38:21.405
paid for out of network coverage.

00:38:21.425 --> 00:38:23.387
So your second referral

00:38:23.447 --> 00:38:26.329
without of network for UHC, you just say,

00:38:26.429 --> 00:38:28.152
hey, I had this other patient.

00:38:28.291 --> 00:38:29.353
I sent her to Tony.

00:38:29.693 --> 00:38:30.713
Tony did a great job,

00:38:30.753 --> 00:38:32.135
got her paid for all her claims.

00:38:32.635 --> 00:38:33.956
I recommend you do the same.

00:38:34.097 --> 00:38:35.458
It's totally worth the investment.

00:38:36.018 --> 00:38:37.219
It's almost as if you, I mean,

00:38:37.320 --> 00:38:38.340
and I never like to give

00:38:38.380 --> 00:38:39.161
away stuff for free,

00:38:39.181 --> 00:38:39.782
but it's almost like you

00:38:39.802 --> 00:38:40.862
should do the first one for free.

00:38:40.902 --> 00:38:41.222
Like, hey, man,

00:38:41.242 --> 00:38:42.023
I'll give you a little taste.

00:38:42.063 --> 00:38:43.324
Like, oh, shoot, that worked.

00:38:44.085 --> 00:38:45.905
And now that clinician is

00:38:45.945 --> 00:38:46.686
going to be your best

00:38:47.347 --> 00:38:48.427
referral source to your

00:38:48.447 --> 00:38:49.307
little side gig here

00:38:49.327 --> 00:38:50.168
because they're going to go, listen,

00:38:50.708 --> 00:38:51.148
it works.

00:38:51.570 --> 00:38:52.190
And they're going to push

00:38:52.230 --> 00:38:53.251
hard because now they see

00:38:53.271 --> 00:38:55.192
that patient's benefits as

00:38:55.873 --> 00:38:57.193
you're the doorman.

00:38:58.054 --> 00:38:59.795
You're the doorman.

00:38:59.815 --> 00:39:02.097
For a $20 grease in the doorman,

00:39:02.117 --> 00:39:02.817
you don't have to wait in

00:39:02.856 --> 00:39:04.918
line and there's access to that thing.

00:39:05.958 --> 00:39:07.840
You show your true colors as

00:39:07.920 --> 00:39:09.083
a therapist because you

00:39:09.143 --> 00:39:10.744
want to give something away for free.

00:39:11.286 --> 00:39:13.768
No, it goes back to the quote,

00:39:13.829 --> 00:39:15.090
shut up and take my money.

00:39:15.891 --> 00:39:17.492
Out of network providers are

00:39:17.552 --> 00:39:19.375
so desperate for the help.

00:39:19.956 --> 00:39:21.177
They don't even care because

00:39:21.197 --> 00:39:22.458
it's not costing them anything.

00:39:22.559 --> 00:39:23.599
There is no free.

00:39:24.260 --> 00:39:25.782
It's free to the client,

00:39:25.862 --> 00:39:26.742
which they don't care

00:39:26.782 --> 00:39:28.143
because they're going to get money back.

00:39:28.603 --> 00:39:29.722
So the idea is there's no

00:39:29.782 --> 00:39:31.304
reason to do any of this for free.

00:39:31.344 --> 00:39:33.605
You are solving a massive problem.

00:39:34.164 --> 00:39:36.385
Everybody is desperate for a solution.

00:39:36.485 --> 00:39:38.086
Nobody has taken the time to

00:39:38.166 --> 00:39:39.547
just go down this road.

00:39:39.567 --> 00:39:41.208
It is such an easy

00:39:41.288 --> 00:39:43.268
opportunity for anybody who

00:39:43.349 --> 00:39:44.289
is willing to do it.

00:39:44.570 --> 00:39:46.010
And it's not that complicated.

00:39:46.389 --> 00:39:47.670
It's not that complicated.

00:39:48.391 --> 00:39:49.190
Don't tell people that

00:39:49.210 --> 00:39:49.731
because then they're going

00:39:49.771 --> 00:39:50.251
to believe you.

00:39:51.822 --> 00:39:52.083
All right.

00:39:52.123 --> 00:39:52.844
What would you call this?

00:39:52.905 --> 00:39:53.746
Are you going to start this?

00:39:54.967 --> 00:39:56.889
I I've got too many things,

00:39:56.989 --> 00:39:58.211
but that's why we have this

00:39:58.271 --> 00:40:00.954
show so that we can share these ideas.

00:40:00.994 --> 00:40:02.536
You and I talked about this yesterday.

00:40:02.637 --> 00:40:03.518
Ideas are cheap.

00:40:03.599 --> 00:40:05.081
Our ideas are plentiful.

00:40:05.722 --> 00:40:06.983
Other people can take these

00:40:07.063 --> 00:40:08.105
ideas and run with them.

00:40:08.385 --> 00:40:09.306
What's your next idea?

00:40:09.949 --> 00:40:10.610
Next idea.

00:40:11.170 --> 00:40:12.331
Dave Kittle is not here.

00:40:12.391 --> 00:40:13.271
He's usually here.

00:40:14.233 --> 00:40:16.594
So this was a couple of years ago.

00:40:16.655 --> 00:40:17.936
This was like sort of the trend.

00:40:18.016 --> 00:40:18.215
Right.

00:40:18.675 --> 00:40:20.318
And the trend is subscription models,

00:40:20.918 --> 00:40:22.940
because if you solve my problem.

00:40:23.500 --> 00:40:23.760
Right.

00:40:23.820 --> 00:40:24.561
Like, for example,

00:40:24.621 --> 00:40:26.161
Peloton solves my problem.

00:40:26.742 --> 00:40:27.903
I have bikes.

00:40:27.983 --> 00:40:28.784
I got road bikes.

00:40:28.824 --> 00:40:30.306
I got triathlon bikes and I

00:40:30.326 --> 00:40:31.686
got a bike that I ride,

00:40:31.706 --> 00:40:32.987
but it sits still in the basement.

00:40:33.588 --> 00:40:35.010
Peloton really didn't sell me the bike.

00:40:35.847 --> 00:40:37.889
They sold me ease to health

00:40:37.969 --> 00:40:39.951
or entertainment or making

00:40:39.990 --> 00:40:40.791
things motivational.

00:40:40.811 --> 00:40:41.913
And they do this a number of

00:40:41.972 --> 00:40:42.492
different ways.

00:40:42.532 --> 00:40:43.753
We won't go into that now,

00:40:43.773 --> 00:40:44.715
but that could be a future

00:40:44.735 --> 00:40:45.494
episode of how we can

00:40:45.516 --> 00:40:46.976
gamify or make things fun.

00:40:47.836 --> 00:40:49.338
But I really do think it

00:40:49.498 --> 00:40:53.601
feels nice to have a guy or a girl,

00:40:53.681 --> 00:40:54.242
an expert,

00:40:54.442 --> 00:40:56.643
sort of piggybacking on your last idea.

00:40:57.003 --> 00:40:58.224
But I like this subscription

00:40:58.244 --> 00:40:59.967
model because it makes me feel safe.

00:41:00.983 --> 00:41:03.204
Why do I have car insurance

00:41:03.204 --> 00:41:05.385
12 months out of the year and not nine?

00:41:05.565 --> 00:41:05.826
I mean,

00:41:06.445 --> 00:41:07.985
the odds are I'm not going to have

00:41:08.005 --> 00:41:09.166
an accident in those three months,

00:41:09.226 --> 00:41:10.086
but I want to have that

00:41:10.146 --> 00:41:11.086
safety and security.

00:41:11.766 --> 00:41:13.347
So I think if you can find

00:41:13.387 --> 00:41:15.068
the right people, the right clients,

00:41:15.088 --> 00:41:15.768
and this is where Dave

00:41:15.809 --> 00:41:16.548
Kittle comes in because

00:41:16.588 --> 00:41:18.449
this is part of his concierge therapy,

00:41:19.190 --> 00:41:20.369
could you build a business

00:41:20.489 --> 00:41:23.422
or could some of your time be –

00:41:23.422 --> 00:41:25.163
building a subscription to

00:41:25.202 --> 00:41:26.842
be an on-call physical therapist.

00:41:27.202 --> 00:41:29.023
If movement is important to

00:41:29.083 --> 00:41:31.224
you and in your community,

00:41:31.264 --> 00:41:32.025
I'm sure there's a lot of

00:41:32.065 --> 00:41:33.625
people like that and you

00:41:33.664 --> 00:41:34.445
can picture them.

00:41:35.106 --> 00:41:35.965
You could offer a

00:41:36.025 --> 00:41:37.387
subscription-based or an

00:41:37.646 --> 00:41:39.286
on-call physical therapy service.

00:41:39.427 --> 00:41:39.967
Again,

00:41:41.208 --> 00:41:44.389
the thing someone's paying for is access.

00:41:44.708 --> 00:41:46.909
When I was a PT student and

00:41:46.929 --> 00:41:49.771
I was a swim coach for the Holy Mackerels,

00:41:49.831 --> 00:41:50.530
which by the way is the

00:41:50.570 --> 00:41:51.512
greatest swim team name ever.

00:41:51.532 --> 00:41:52.711
I mean, come on, the Holy Mackerels.

00:41:54.436 --> 00:41:56.918
Parents recognize that I wasn't yet a PT,

00:41:57.139 --> 00:41:58.239
but how many times did I

00:41:58.280 --> 00:42:00.201
get phone calls and say, hey, listen,

00:42:00.360 --> 00:42:02.041
my kid who you coach in

00:42:02.081 --> 00:42:04.443
swimming also plays basketball.

00:42:04.764 --> 00:42:05.764
She was at a tournament.

00:42:05.985 --> 00:42:06.985
She tweaked her knee.

00:42:07.465 --> 00:42:08.726
Do you think we need to make

00:42:08.847 --> 00:42:11.809
an appointment and go in to

00:42:11.829 --> 00:42:12.289
see their doctor?

00:42:12.309 --> 00:42:13.230
Do you mind just coming over?

00:42:13.409 --> 00:42:14.231
And I did it because I was

00:42:14.291 --> 00:42:15.110
excited to be asked.

00:42:15.170 --> 00:42:16.911
I was excited to go test out some skills.

00:42:17.793 --> 00:42:18.653
But how many times did

00:42:18.693 --> 00:42:20.394
people offer to pay me cash

00:42:20.894 --> 00:42:22.036
out of their pocket and

00:42:22.809 --> 00:42:25.291
to say, does this need to be elevated?

00:42:25.670 --> 00:42:26.851
And like part of it was,

00:42:27.992 --> 00:42:29.052
and the simple part was,

00:42:29.572 --> 00:42:30.873
they had my number.

00:42:31.693 --> 00:42:33.474
They knew that I was the guy

00:42:33.514 --> 00:42:35.094
who was right for this job, right?

00:42:35.635 --> 00:42:37.135
So if movement is right for you,

00:42:37.175 --> 00:42:39.356
could you capitalize that, right?

00:42:39.396 --> 00:42:41.538
Could you say, here's a subscription.

00:42:41.978 --> 00:42:44.358
Listen, for this much a month, I mean,

00:42:44.398 --> 00:42:45.920
honestly, if you multiply it by 12,

00:42:45.920 --> 00:42:46.739
it's a couple hundred bucks,

00:42:46.980 --> 00:42:48.320
but you get me on call.

00:42:48.400 --> 00:42:48.561
Now,

00:42:49.400 --> 00:42:50.161
If I'm going to need to come

00:42:50.202 --> 00:42:51.302
out there three times a week,

00:42:51.322 --> 00:42:51.922
if I'm going to need to come,

00:42:52.143 --> 00:42:53.605
that's different, but you have the act.

00:42:53.764 --> 00:42:55.226
And you can work out what is

00:42:55.467 --> 00:42:57.168
valuable for that person.

00:42:57.728 --> 00:42:59.190
To me, it feels like it's very,

00:42:59.230 --> 00:43:00.311
very personalized,

00:43:00.951 --> 00:43:01.632
and that's when people

00:43:01.672 --> 00:43:02.552
expect to pay more.

00:43:02.992 --> 00:43:05.094
It's recurring, right?

00:43:05.454 --> 00:43:07.617
But you're selling the safety, the need.

00:43:08.577 --> 00:43:09.099
Triple A.

00:43:09.938 --> 00:43:10.838
There's something you pay

00:43:10.918 --> 00:43:12.340
for and you hope to never need.

00:43:12.380 --> 00:43:13.320
But if you need it,

00:43:13.920 --> 00:43:15.362
you feel great that it's there.

00:43:15.641 --> 00:43:16.882
And that's just your car.

00:43:17.362 --> 00:43:18.384
What about your body?

00:43:18.463 --> 00:43:19.985
So I played around again

00:43:20.625 --> 00:43:21.985
with AI and I said, hey,

00:43:22.025 --> 00:43:23.507
if you could find 15 people

00:43:23.567 --> 00:43:24.288
in your community

00:43:25.481 --> 00:43:27.460
If you could do, I don't know,

00:43:27.460 --> 00:43:30.402
300 bucks a month to cover

00:43:30.461 --> 00:43:33.282
a person or maybe do a family rate,

00:43:33.702 --> 00:43:36.503
if you had 15 people times

00:43:36.503 --> 00:43:37.864
$300 times 12 months,

00:43:38.384 --> 00:43:40.443
you just added $54,000 and

00:43:41.204 --> 00:43:42.565
people felt safe and get

00:43:42.724 --> 00:43:44.324
access to your insight and

00:43:44.405 --> 00:43:45.204
you get to deliver the

00:43:45.224 --> 00:43:46.465
thing you actually like to do,

00:43:46.826 --> 00:43:48.545
which is insight and care.

00:43:49.286 --> 00:43:50.806
So my second idea is...

00:43:52.485 --> 00:43:54.568
be on call, be a concierge,

00:43:55.208 --> 00:43:56.791
sell access to your brain.

00:43:58.072 --> 00:43:58.472
I love it.

00:43:58.652 --> 00:43:59.193
I love it.

00:43:59.313 --> 00:43:59.833
Real quick.

00:44:00.936 --> 00:44:02.217
Holy mackerels is a great

00:44:02.297 --> 00:44:03.699
name for a swim team.

00:44:06.001 --> 00:44:07.481
For people who might not realize,

00:44:07.521 --> 00:44:08.621
a mackerel is a fish.

00:44:09.181 --> 00:44:10.621
I grew up in South Florida.

00:44:10.681 --> 00:44:12.262
We'd catch mackerel all the time.

00:44:12.362 --> 00:44:15.103
So I remember there were billboards.

00:44:15.143 --> 00:44:16.503
Jimmy, you might remember this.

00:44:16.563 --> 00:44:17.244
I don't know if you ever

00:44:17.284 --> 00:44:20.923
drove south on I-75 or maybe it was 95.

00:44:20.923 --> 00:44:22.405
There were billboards in

00:44:22.485 --> 00:44:24.385
South Carolina pointing to

00:44:24.525 --> 00:44:25.425
south of the border.

00:44:25.525 --> 00:44:26.686
It was an exit.

00:44:27.766 --> 00:44:29.367
and they had all of these

00:44:29.487 --> 00:44:31.088
hilarious billboards as you

00:44:31.128 --> 00:44:32.487
got closer and closer to

00:44:32.527 --> 00:44:33.789
this little mini landmark

00:44:34.009 --> 00:44:35.710
one of them was holy

00:44:35.750 --> 00:44:36.590
mackerel and it was a

00:44:36.630 --> 00:44:37.771
picture of the fish with a

00:44:37.791 --> 00:44:39.070
halo over its head um

00:44:40.952 --> 00:44:41.172
Yes.

00:44:41.432 --> 00:44:41.934
Great name.

00:44:42.634 --> 00:44:43.554
So I love the concept.

00:44:43.653 --> 00:44:44.815
Now you can play with it.

00:44:44.934 --> 00:44:45.135
Right.

00:44:45.195 --> 00:44:45.855
So you say, OK,

00:44:46.795 --> 00:44:47.896
do I call it a membership

00:44:47.956 --> 00:44:49.657
or do I call it a retainer?

00:44:50.097 --> 00:44:50.398
Right.

00:44:50.757 --> 00:44:52.358
There's there's attorneys

00:44:52.418 --> 00:44:53.838
that work on retainer.

00:44:54.739 --> 00:44:56.059
There's other professionals

00:44:56.099 --> 00:44:57.300
that work on retainer.

00:44:57.760 --> 00:44:59.322
And then you say, well, you know,

00:44:59.362 --> 00:45:00.282
people get freaked out

00:45:00.302 --> 00:45:01.583
because they're like, well, a membership.

00:45:01.603 --> 00:45:02.523
And what about people who

00:45:02.563 --> 00:45:04.704
take abuse and overuse it?

00:45:05.385 --> 00:45:05.965
You said it.

00:45:06.025 --> 00:45:07.027
There's going to be a small

00:45:07.067 --> 00:45:08.847
percent that overutilize.

00:45:08.887 --> 00:45:09.768
There's going to be a small

00:45:09.809 --> 00:45:11.250
percent that never utilize.

00:45:11.309 --> 00:45:13.331
And there's going to be the bell curve,

00:45:13.371 --> 00:45:15.132
the people in the middle.

00:45:15.974 --> 00:45:17.094
But other aspects like you

00:45:17.114 --> 00:45:18.576
brought up a great idea in

00:45:18.635 --> 00:45:20.478
regards to youth sports.

00:45:20.998 --> 00:45:23.159
So my kids, I have kids in baseball,

00:45:23.199 --> 00:45:24.021
kids in football,

00:45:24.061 --> 00:45:25.661
kids in multiple sports.

00:45:26.583 --> 00:45:28.344
I could basically do nothing

00:45:28.485 --> 00:45:30.646
other than take voice only

00:45:30.666 --> 00:45:32.847
phone calls from concerned

00:45:32.907 --> 00:45:34.510
parents who have injured

00:45:34.610 --> 00:45:36.952
athletes who need some peace of mind.

00:45:37.391 --> 00:45:38.472
And when we use the quote,

00:45:38.532 --> 00:45:40.894
shut up and take my money, you said it,

00:45:40.994 --> 00:45:42.235
people are willing to pay.

00:45:42.335 --> 00:45:43.936
Like these are people that

00:45:43.996 --> 00:45:47.039
are glad to pay a hundred, 200,

00:45:47.039 --> 00:45:47.800
whatever it is.

00:45:47.980 --> 00:45:49.201
If you're going to guarantee

00:45:49.221 --> 00:45:50.822
you'll take a 9 PM call,

00:45:51.242 --> 00:45:51.802
because they're on the

00:45:51.842 --> 00:45:52.922
soccer field and they don't

00:45:52.963 --> 00:45:54.143
want to go to urgent care,

00:45:54.184 --> 00:45:55.764
but they're not sure what they should do,

00:45:56.905 --> 00:45:58.445
a little bit of triage,

00:45:58.485 --> 00:45:59.905
a little bit of Q&A,

00:46:00.445 --> 00:46:02.146
you can do this kind of stuff.

00:46:02.385 --> 00:46:03.686
So you could sell this as a

00:46:03.726 --> 00:46:05.567
service where you're just saying, hey,

00:46:05.706 --> 00:46:07.266
I guarantee I will take

00:46:07.306 --> 00:46:09.547
your voice calls anytime you call.

00:46:10.407 --> 00:46:11.789
And it could be sold to the

00:46:11.869 --> 00:46:13.248
team or it could be sold to

00:46:13.268 --> 00:46:14.568
the individuals that would

00:46:14.608 --> 00:46:15.949
potentially use the service.

00:46:17.838 --> 00:46:19.041
It could include treatment.

00:46:19.581 --> 00:46:21.784
It could be just a telephone call.

00:46:21.824 --> 00:46:23.286
Like it could be just email.

00:46:23.326 --> 00:46:24.266
It could be just text.

00:46:24.286 --> 00:46:25.248
There are so many different

00:46:25.289 --> 00:46:27.851
ways you could sell that

00:46:27.992 --> 00:46:29.072
membership aspect.

00:46:29.434 --> 00:46:30.135
And there are a lot of

00:46:30.175 --> 00:46:33.097
providers that sell the access membership,

00:46:33.438 --> 00:46:35.340
but then still charge per

00:46:35.621 --> 00:46:36.382
treatment session.

00:46:37.003 --> 00:46:38.864
So this this is all well

00:46:38.945 --> 00:46:40.065
within the scope of that.

00:46:40.186 --> 00:46:40.865
And you know what?

00:46:41.447 --> 00:46:42.887
You could even since this is

00:46:42.927 --> 00:46:44.148
a side hustle deal,

00:46:44.688 --> 00:46:45.889
you could even make this

00:46:45.929 --> 00:46:46.971
something that you offer to

00:46:47.130 --> 00:46:48.472
other providers who don't

00:46:48.512 --> 00:46:50.773
want to pick up the call at 9 p.m.

00:46:51.135 --> 00:46:51.954
But you're going to

00:46:51.974 --> 00:46:53.797
guarantee to pick up the call at 9 p.m.,

00:46:53.836 --> 00:46:54.938
just like a call service

00:46:54.998 --> 00:46:56.278
for a medical office.

00:46:56.719 --> 00:46:57.780
And what do they do when I

00:46:57.820 --> 00:47:00.322
call the doctor at after hours?

00:47:00.882 --> 00:47:02.284
They tell me if it's an emergency,

00:47:02.324 --> 00:47:03.465
go to the emergency room.

00:47:04.085 --> 00:47:05.947
But if you need information

00:47:05.987 --> 00:47:06.947
that I can provide,

00:47:07.327 --> 00:47:08.449
I'm just a call service,

00:47:08.489 --> 00:47:09.809
but I'll do the best that I can.

00:47:10.771 --> 00:47:11.851
So this would be a side

00:47:11.891 --> 00:47:13.213
hustle you offer to other

00:47:13.293 --> 00:47:14.914
more established practices

00:47:15.275 --> 00:47:16.795
that don't want to be on the phone,

00:47:16.856 --> 00:47:18.356
don't want to hire a call service,

00:47:18.436 --> 00:47:19.838
want an actual therapist,

00:47:20.699 --> 00:47:22.800
and you charge them a premium rate.

00:47:23.501 --> 00:47:23.681
Yeah.

00:47:24.626 --> 00:47:25.567
We'll do this in a later

00:47:25.606 --> 00:47:26.208
episode because I don't

00:47:26.228 --> 00:47:27.047
know if I've ever done a

00:47:27.108 --> 00:47:28.027
full episode on this.

00:47:28.068 --> 00:47:29.829
This is the element of value pyramid.

00:47:29.869 --> 00:47:30.889
I stole this from a really

00:47:30.929 --> 00:47:32.929
expensive consulting company.

00:47:32.949 --> 00:47:33.829
That's when you know it's good.

00:47:34.610 --> 00:47:35.269
But the only reason I'm

00:47:35.309 --> 00:47:36.791
showing this is I want you

00:47:36.831 --> 00:47:38.791
to picture Maslow's hierarchy of needs.

00:47:39.692 --> 00:47:41.512
The higher on the hierarchy,

00:47:42.313 --> 00:47:44.092
the problem is that you're solving.

00:47:44.253 --> 00:47:45.873
And if you look, the higher you go,

00:47:45.934 --> 00:47:47.733
the more emotionally

00:47:47.893 --> 00:47:49.815
invested people are in these things.

00:47:50.675 --> 00:47:52.257
The higher you can go on the hierarchy,

00:47:52.536 --> 00:47:53.757
the more people will value it.

00:47:54.057 --> 00:47:55.458
That's how a hierarchy works.

00:47:56.099 --> 00:48:00.764
So if you're covering someone for a year,

00:48:00.903 --> 00:48:02.246
whenever there's a problem,

00:48:02.525 --> 00:48:04.226
I am three digits away.

00:48:04.286 --> 00:48:06.148
I am your PT 911, right?

00:48:08.547 --> 00:48:10.248
That is a higher emotional need.

00:48:10.748 --> 00:48:13.889
That is covering an emotional need.

00:48:13.989 --> 00:48:15.409
If you are a transaction,

00:48:15.869 --> 00:48:17.190
you will be paid as a

00:48:17.269 --> 00:48:18.811
transaction and you will

00:48:18.851 --> 00:48:21.271
continue to be paid as a transaction.

00:48:21.751 --> 00:48:23.052
And then people might think

00:48:23.092 --> 00:48:24.853
of you first or might not.

00:48:26.112 --> 00:48:27.094
So that is my number two.

00:48:27.134 --> 00:48:30.655
My number two is concierge, on-demand,

00:48:30.695 --> 00:48:31.494
subscription.

00:48:31.735 --> 00:48:33.096
What can you be for me?

00:48:34.369 --> 00:48:36.289
And the more you can be emotionally for me,

00:48:36.331 --> 00:48:37.050
the more I'm willing to

00:48:37.090 --> 00:48:39.032
invest in this relationship.

00:48:39.693 --> 00:48:41.034
And like Karen said, you know,

00:48:41.313 --> 00:48:43.536
what happens before the injury?

00:48:43.615 --> 00:48:45.938
Her child is going into football,

00:48:45.958 --> 00:48:47.699
wants to make sure his form

00:48:47.759 --> 00:48:50.001
is correct while he's doing the drills.

00:48:51.742 --> 00:48:52.983
It's exactly what you just said.

00:48:53.583 --> 00:48:55.405
You're delivering that assurance,

00:48:55.445 --> 00:48:56.364
that peace of mind.

00:48:56.405 --> 00:48:57.927
There's an emotional tie there.

00:48:58.967 --> 00:49:00.387
Man, if we talk about football now,

00:49:00.427 --> 00:49:01.048
I've got two.

00:49:01.829 --> 00:49:02.670
They're going into eighth

00:49:02.710 --> 00:49:04.811
grade that are playing football this year,

00:49:04.871 --> 00:49:06.072
but it was a major concern

00:49:06.112 --> 00:49:08.454
for us about concussion, you know,

00:49:08.534 --> 00:49:10.014
and nobody on the team

00:49:10.135 --> 00:49:11.315
understands what's going on

00:49:11.356 --> 00:49:12.016
with concussion.

00:49:12.157 --> 00:49:13.056
I don't understand what's

00:49:13.097 --> 00:49:14.137
going on with concussion,

00:49:14.157 --> 00:49:15.239
but I know enough to be

00:49:15.719 --> 00:49:17.481
aware of it as a problem.

00:49:18.081 --> 00:49:19.101
And so there,

00:49:19.141 --> 00:49:20.302
there are just so many

00:49:20.481 --> 00:49:22.342
aspects to this that

00:49:22.782 --> 00:49:24.623
doesn't have to be your full-time gig.

00:49:24.824 --> 00:49:25.724
You don't even have to be

00:49:25.764 --> 00:49:26.764
the concussion expert,

00:49:26.784 --> 00:49:28.385
but I guarantee a little bit of research.

00:49:28.405 --> 00:49:29.246
You're going to know more

00:49:29.686 --> 00:49:31.307
than the dad who's coaching the team.

00:49:31.327 --> 00:49:32.228
Go ahead.

00:49:32.688 --> 00:49:33.248
You're, you're,

00:49:33.389 --> 00:49:34.568
you're a step along the

00:49:34.608 --> 00:49:35.949
decision tree and it can be

00:49:35.989 --> 00:49:36.590
an important way.

00:49:36.610 --> 00:49:37.391
You have my friends.

00:49:37.871 --> 00:49:39.231
I am this therapist,

00:49:39.271 --> 00:49:40.152
but I'm not getting paid

00:49:40.193 --> 00:49:41.152
for friends and family.

00:49:41.552 --> 00:49:43.614
Do I go to the hospital or not, Jimmy?

00:49:43.695 --> 00:49:44.275
What do you think?

00:49:44.375 --> 00:49:45.795
And I ask, honestly,

00:49:46.135 --> 00:49:46.976
I ask three or four

00:49:47.036 --> 00:49:48.336
questions on the phone

00:49:48.418 --> 00:49:51.018
without video most of the time to say,

00:49:51.659 --> 00:49:52.039
okay,

00:49:52.480 --> 00:49:54.061
my suggestion would be I don't think

00:49:54.101 --> 00:49:54.581
you need that.

00:49:54.621 --> 00:49:55.501
Give that 12 hours.

00:49:55.541 --> 00:49:57.282
See how he or she feels when they wake up.

00:49:57.663 --> 00:49:58.344
Or you know what?

00:49:58.684 --> 00:49:59.643
This doesn't feel right.

00:49:59.965 --> 00:50:01.766
I think an urgent care visit

00:50:01.786 --> 00:50:02.965
or maybe an ER visit is

00:50:03.045 --> 00:50:03.786
actually warranted.

00:50:04.226 --> 00:50:06.130
But they're coming to me because,

00:50:06.150 --> 00:50:07.271
and here's the thing,

00:50:07.331 --> 00:50:08.331
here's the value that I

00:50:08.371 --> 00:50:09.393
want people to pay attention to.

00:50:09.514 --> 00:50:10.155
You might know it,

00:50:10.414 --> 00:50:11.916
but maybe we need to say it 20 times.

00:50:12.978 --> 00:50:16.663
The step beyond is unclear for them.

00:50:17.403 --> 00:50:18.585
I'm going to go and I'm

00:50:18.605 --> 00:50:20.708
going to spend three hours in the ER.

00:50:20.748 --> 00:50:21.469
That's my time.

00:50:22.532 --> 00:50:24.873
is this wasted money, right?

00:50:24.914 --> 00:50:28.115
The fear of wasted money is the worst,

00:50:28.235 --> 00:50:28.476
right?

00:50:28.516 --> 00:50:29.978
We talk about people would

00:50:30.057 --> 00:50:33.079
rather prevent loss aversion.

00:50:33.099 --> 00:50:34.822
People would rather prevent

00:50:34.922 --> 00:50:37.563
losing $100 than gaining $100.

00:50:37.563 --> 00:50:40.346
And that is a logical, I didn't,

00:50:40.686 --> 00:50:41.686
Tony and I didn't invent this,

00:50:41.726 --> 00:50:43.307
but loss aversion is real.

00:50:43.407 --> 00:50:44.809
And even when you know it exists,

00:50:45.250 --> 00:50:46.751
you still, I'm using air quotes,

00:50:47.050 --> 00:50:48.652
fall for it, myself included.

00:50:49.072 --> 00:50:50.135
So you are something that's

00:50:50.155 --> 00:50:51.135
a little bit of a lower

00:50:51.255 --> 00:50:52.657
risk and it's already

00:50:52.717 --> 00:50:53.759
covered because you pay one

00:50:53.818 --> 00:50:55.641
price and for the next year

00:50:55.661 --> 00:50:56.742
you'll have access.

00:50:57.123 --> 00:50:58.744
So that decision will never

00:50:58.804 --> 00:51:01.307
have to be made by you with uncertainty.

00:51:01.688 --> 00:51:02.789
You sell clarity.

00:51:03.010 --> 00:51:03.731
That's what you sell.

00:51:04.588 --> 00:51:04.847
Yeah.

00:51:05.389 --> 00:51:06.628
Let's hit these last two in

00:51:06.688 --> 00:51:07.909
less than five minutes each

00:51:07.929 --> 00:51:09.030
because we're running out of time.

00:51:09.550 --> 00:51:10.592
So my last one,

00:51:10.871 --> 00:51:11.652
if any of you guys have

00:51:11.672 --> 00:51:13.492
been following my most recent content,

00:51:13.512 --> 00:51:14.193
you know that I've been

00:51:14.213 --> 00:51:15.815
doing a lot with AI Scribes.

00:51:16.295 --> 00:51:17.556
We've got a lot of

00:51:17.596 --> 00:51:19.896
information going on with AI in general.

00:51:20.418 --> 00:51:22.159
And so as I reach out,

00:51:22.278 --> 00:51:23.960
as I talk to other clinicians,

00:51:24.019 --> 00:51:24.880
I'm realizing there are

00:51:24.920 --> 00:51:26.141
clinicians that don't even

00:51:26.181 --> 00:51:27.641
understand what AI can do,

00:51:28.101 --> 00:51:29.463
don't understand how it works.

00:51:31.443 --> 00:51:33.704
I think there's an opportunity today,

00:51:33.844 --> 00:51:34.463
right now,

00:51:35.043 --> 00:51:36.704
for a therapist who has some

00:51:36.784 --> 00:51:38.324
familiarity or wants to

00:51:38.344 --> 00:51:40.726
gain some knowledge to look

00:51:40.965 --> 00:51:42.965
at the AI scribes that are on the market.

00:51:42.985 --> 00:51:43.585
I'm not even going to

00:51:43.626 --> 00:51:44.887
recommend the specific one.

00:51:44.927 --> 00:51:45.766
I'm just saying, look,

00:51:45.786 --> 00:51:47.126
the technology is there.

00:51:47.146 --> 00:51:48.307
The technology is pretty

00:51:48.347 --> 00:51:49.268
well commoditized.

00:51:49.887 --> 00:51:51.829
But what you would do is you

00:51:51.869 --> 00:51:53.010
would see how that

00:51:53.070 --> 00:51:54.130
technology is being

00:51:54.250 --> 00:51:56.451
implemented into specific situation,

00:51:56.911 --> 00:51:58.132
specific use cases.

00:51:58.572 --> 00:51:59.913
And then you would be that

00:52:00.152 --> 00:52:02.173
implementation expert for a

00:52:02.474 --> 00:52:04.114
practice who they know

00:52:04.155 --> 00:52:05.594
their therapists need to

00:52:05.635 --> 00:52:07.655
get familiar with AI documentation.

00:52:08.036 --> 00:52:08.757
They know that their

00:52:08.797 --> 00:52:10.297
therapists are getting burnt out.

00:52:10.338 --> 00:52:11.338
They're getting overworked,

00:52:11.378 --> 00:52:12.639
all the normal stuff we hear.

00:52:13.438 --> 00:52:14.418
you're the therapist that

00:52:14.478 --> 00:52:15.778
comes along to save the day

00:52:16.280 --> 00:52:17.940
because the tech founders

00:52:18.320 --> 00:52:19.579
don't really understand

00:52:19.659 --> 00:52:21.360
what we're doing every day in the clinic.

00:52:21.940 --> 00:52:23.340
The clinicians who are busy

00:52:23.380 --> 00:52:24.561
treating patients every

00:52:24.601 --> 00:52:25.920
minute of every day don't

00:52:25.981 --> 00:52:27.541
have time to research the

00:52:27.581 --> 00:52:29.561
capacity of an AI scribe or

00:52:29.601 --> 00:52:31.121
AI documentation assistant.

00:52:31.661 --> 00:52:33.121
So you're that person that

00:52:33.181 --> 00:52:36.483
comes in as a side hustle for a fee.

00:52:36.882 --> 00:52:37.443
And you say, look,

00:52:37.762 --> 00:52:39.583
these are real world applications.

00:52:39.623 --> 00:52:41.224
This is exactly how I'm doing it.

00:52:41.244 --> 00:52:42.304
This is what we're going on.

00:52:43.023 --> 00:52:45.385
Even to the point where with

00:52:45.465 --> 00:52:47.648
proper privacy notices in place,

00:52:48.188 --> 00:52:49.309
you could just travel

00:52:49.389 --> 00:52:51.650
alongside the working therapist.

00:52:52.050 --> 00:52:53.731
You could be there on a cell phone.

00:52:53.751 --> 00:52:54.672
I used to do this with

00:52:54.753 --> 00:52:55.853
students all the time.

00:52:56.333 --> 00:52:57.934
And that therapist would

00:52:58.016 --> 00:52:59.677
treat their patient just like normal.

00:52:59.717 --> 00:53:01.637
You're not taking away anything from them,

00:53:02.139 --> 00:53:03.420
but you're showing them in

00:53:03.519 --> 00:53:05.161
real time how the AI

00:53:05.181 --> 00:53:06.762
technology will work to

00:53:06.842 --> 00:53:08.884
improve the quality of the documentation,

00:53:09.264 --> 00:53:11.286
the efficiency of the documentation.

00:53:11.306 --> 00:53:13.811
And there is, you know,

00:53:13.851 --> 00:53:14.851
you're going to save them a

00:53:15.092 --> 00:53:16.313
ridiculous amount of money

00:53:16.434 --> 00:53:17.516
over the next three to five

00:53:17.576 --> 00:53:18.918
years because that's just

00:53:18.938 --> 00:53:19.659
going to get better.

00:53:20.320 --> 00:53:21.842
They will pay you a fee

00:53:21.963 --> 00:53:23.445
right now to help them do

00:53:23.505 --> 00:53:25.007
it and you can speak their language.

00:53:25.976 --> 00:53:26.916
Nobody wants to become,

00:53:27.117 --> 00:53:28.257
most clinicians don't want

00:53:28.277 --> 00:53:31.259
to become experts in EMRs and AI.

00:53:31.579 --> 00:53:31.978
They don't.

00:53:32.179 --> 00:53:33.480
They want it done.

00:53:34.139 --> 00:53:35.320
I'm looking at this and I'm saying,

00:53:35.360 --> 00:53:36.221
that's cute, Tony.

00:53:36.541 --> 00:53:37.342
I don't want to spend,

00:53:37.842 --> 00:53:38.922
I don't geek out on this.

00:53:39.063 --> 00:53:40.103
I don't want to figure out

00:53:40.163 --> 00:53:40.884
how to do these things.

00:53:41.563 --> 00:53:42.605
I want the muscles.

00:53:43.005 --> 00:53:45.005
I don't want to do the bicep curls.

00:53:45.565 --> 00:53:45.885
All right.

00:53:46.286 --> 00:53:47.246
I want the end.

00:53:47.266 --> 00:53:48.067
I want the whole.

00:53:48.086 --> 00:53:49.967
I don't want to have to invent the drill.

00:53:50.449 --> 00:53:52.130
Just give me the drill and

00:53:52.469 --> 00:53:53.550
show me which button to

00:53:53.570 --> 00:53:54.831
push to make the little thing spin.

00:53:55.190 --> 00:53:56.672
So I think people I don't

00:53:56.692 --> 00:53:57.512
think there's many people

00:53:57.552 --> 00:53:58.273
who are disagreeing.

00:53:58.293 --> 00:53:59.253
I think as soon as someone

00:53:59.653 --> 00:54:01.134
plays around with AI, they're like, oh,

00:54:01.215 --> 00:54:01.514
got it.

00:54:01.695 --> 00:54:03.195
Thinking computer can figure things out.

00:54:04.076 --> 00:54:05.356
now there's where can I put

00:54:05.416 --> 00:54:06.697
this and they can put those

00:54:06.757 --> 00:54:08.420
two ideas together well ai

00:54:08.460 --> 00:54:09.380
documentation there's my

00:54:09.501 --> 00:54:11.222
biggest pain point but they

00:54:11.242 --> 00:54:11.983
don't want to spend the

00:54:12.023 --> 00:54:13.003
time to figure out how to

00:54:13.043 --> 00:54:15.346
do it good if you like that

00:54:15.606 --> 00:54:16.766
and you're you can make it

00:54:16.847 --> 00:54:18.068
simple and easy and you can

00:54:18.128 --> 00:54:19.128
show me the cost savings

00:54:19.168 --> 00:54:20.190
and the time savings which

00:54:20.309 --> 00:54:21.351
isn't a hard math equation

00:54:21.371 --> 00:54:22.672
with a therapist if you can

00:54:22.711 --> 00:54:23.813
make documentation easier

00:54:23.853 --> 00:54:24.612
which is one of the biggest

00:54:24.672 --> 00:54:26.034
gripes people will say

00:54:26.855 --> 00:54:28.356
shut up and take my money.

00:54:28.657 --> 00:54:29.398
So I think that's a good one.

00:54:29.557 --> 00:54:30.438
Maybe we should have a theme.

00:54:30.918 --> 00:54:31.980
I'll get the clip and I'll

00:54:32.019 --> 00:54:33.221
just keep playing the clip over and over.

00:54:33.240 --> 00:54:34.362
You know what they'll say to that, Tony?

00:54:34.802 --> 00:54:36.003
Shut up and take my money.

00:54:36.664 --> 00:54:37.045
Yes.

00:54:37.065 --> 00:54:38.485
All right.

00:54:38.505 --> 00:54:39.126
So my final one,

00:54:39.146 --> 00:54:40.208
I'll do it quick in five minutes,

00:54:40.248 --> 00:54:41.849
but I think this has the

00:54:41.889 --> 00:54:45.072
potential for high, high demand.

00:54:46.713 --> 00:54:48.195
What I want therapists to

00:54:48.255 --> 00:54:49.817
understand is you don't

00:54:49.896 --> 00:54:51.518
necessarily make people money.

00:54:52.411 --> 00:54:53.532
I know you might say,

00:54:53.552 --> 00:54:54.733
but we'll get back to work.

00:54:55.094 --> 00:54:55.896
But what you're really doing

00:54:55.956 --> 00:54:57.496
is preventing them from losing money,

00:54:57.637 --> 00:54:59.338
again, with loss aversion.

00:54:59.619 --> 00:55:00.760
And that's with individuals.

00:55:01.440 --> 00:55:02.302
And sometimes people will,

00:55:02.402 --> 00:55:03.923
I don't really see the value in PT.

00:55:03.963 --> 00:55:04.824
We say this all the time.

00:55:04.884 --> 00:55:06.126
How come people don't see our value?

00:55:06.626 --> 00:55:07.867
You know who can see the

00:55:07.927 --> 00:55:09.148
value and is really good at

00:55:09.228 --> 00:55:11.931
math and loves preventing losing money?

00:55:12.172 --> 00:55:12.871
And that's companies.

00:55:13.666 --> 00:55:15.686
So I think corporate wellness programs,

00:55:16.266 --> 00:55:17.487
it's very easy to sit down

00:55:17.507 --> 00:55:18.327
with the right people.

00:55:18.688 --> 00:55:19.347
And when you can start

00:55:19.447 --> 00:55:21.329
speaking their language, like, hey,

00:55:21.688 --> 00:55:23.809
how many days of lost productivity?

00:55:24.630 --> 00:55:26.269
How many different claims of

00:55:26.349 --> 00:55:28.150
workman's compensation can we prevent?

00:55:28.530 --> 00:55:30.391
When you start talking in those numbers,

00:55:31.307 --> 00:55:32.987
you're not talking about

00:55:32.987 --> 00:55:34.248
$300 a session or $300 a

00:55:34.369 --> 00:55:35.309
relationship per month,

00:55:35.608 --> 00:55:37.210
you're adding zeros on those things.

00:55:37.789 --> 00:55:38.829
So I'm saying,

00:55:38.949 --> 00:55:40.590
and people are doing this now, actually,

00:55:40.630 --> 00:55:42.371
the Academy of Orthopedic

00:55:42.411 --> 00:55:44.172
Physical Therapy has a

00:55:44.351 --> 00:55:46.251
three course certification

00:55:46.311 --> 00:55:48.833
program on workforce health, right?

00:55:49.273 --> 00:55:50.353
How can you go into an

00:55:50.414 --> 00:55:52.054
organization as a physical therapist,

00:55:52.594 --> 00:55:53.673
completely independent,

00:55:53.693 --> 00:55:54.594
you're not getting hired

00:55:54.655 --> 00:55:56.675
necessarily as a full-time employee,

00:55:56.695 --> 00:55:58.215
as a PT for a warehouse,

00:55:59.135 --> 00:56:00.335
But if you run a warehouse

00:56:00.416 --> 00:56:01.215
and your business is

00:56:01.416 --> 00:56:02.536
logistics and productivity,

00:56:02.836 --> 00:56:04.097
losing an employee or 10

00:56:04.097 --> 00:56:05.777
employees is going to hit

00:56:06.237 --> 00:56:07.217
your bottom line.

00:56:07.418 --> 00:56:08.838
And there's the emotional button.

00:56:09.257 --> 00:56:10.097
So if you can say,

00:56:10.498 --> 00:56:11.998
I can prevent you losing $100,000,

00:56:11.998 --> 00:56:14.199
the math person doesn't

00:56:14.239 --> 00:56:14.898
care how you do it.

00:56:15.800 --> 00:56:16.780
They care if you can do it

00:56:17.460 --> 00:56:18.579
and how much it's going to cost.

00:56:18.920 --> 00:56:19.420
So if you say,

00:56:19.460 --> 00:56:20.440
I can prevent you from losing $100,000,

00:56:20.440 --> 00:56:23.161
it's going to cost you $30,000.

00:56:23.161 --> 00:56:24.641
All the math person hears, remember,

00:56:24.661 --> 00:56:25.222
we're emotional.

00:56:25.262 --> 00:56:26.001
We're therapists.

00:56:26.940 --> 00:56:28.019
We're all about heart, baby.

00:56:28.521 --> 00:56:29.561
But the person doing that

00:56:29.641 --> 00:56:30.541
spreadsheet is saying,

00:56:30.601 --> 00:56:31.561
you just saved me 70.

00:56:31.561 --> 00:56:34.262
And I'm not great at math, right?

00:56:34.681 --> 00:56:36.262
So create and offer a

00:56:36.382 --> 00:56:37.722
corporate wellness program

00:56:38.344 --> 00:56:39.324
focusing on things like

00:56:39.443 --> 00:56:40.423
injury prevention.

00:56:40.744 --> 00:56:41.985
If you could come with data,

00:56:42.204 --> 00:56:43.664
which we have as a profession,

00:56:44.626 --> 00:56:46.346
injury prevention, ergonomics,

00:56:46.686 --> 00:56:47.867
overall employee health.

00:56:47.907 --> 00:56:48.887
These are all nice things.

00:56:50.028 --> 00:56:52.050
But they're hard numbers at a bottom line,

00:56:52.371 --> 00:56:56.393
over 10, 100, 1,000, 10,000 employees.

00:56:57.054 --> 00:56:58.175
So the demand is just going

00:56:58.195 --> 00:56:59.755
to increase because now

00:56:59.775 --> 00:57:00.876
we're focusing on not only

00:57:00.896 --> 00:57:01.976
how can I make more money,

00:57:02.318 --> 00:57:04.358
how can I reduce costs in my business?

00:57:04.539 --> 00:57:06.079
And you touch that emotional need.

00:57:06.440 --> 00:57:07.380
And if you can do that,

00:57:07.581 --> 00:57:10.282
let's say you get a company

00:57:10.322 --> 00:57:11.063
to agree to this.

00:57:11.784 --> 00:57:13.144
And oh my gosh, it works.

00:57:13.704 --> 00:57:14.485
Track your data,

00:57:14.746 --> 00:57:15.786
which you can do with apps.

00:57:16.447 --> 00:57:17.327
How much costs,

00:57:17.507 --> 00:57:19.369
how much money did you save over a year?

00:57:19.949 --> 00:57:20.748
That person's going to want

00:57:20.769 --> 00:57:21.909
to continue that contract.

00:57:23.210 --> 00:57:24.731
So I don't know.

00:57:24.751 --> 00:57:25.753
It depends on the size of

00:57:25.773 --> 00:57:26.913
the business in terms of

00:57:26.952 --> 00:57:28.313
what a contract might cost.

00:57:28.954 --> 00:57:29.094
But

00:57:30.193 --> 00:57:31.494
I asked AI to play around

00:57:31.534 --> 00:57:32.375
with this and they said per

00:57:32.434 --> 00:57:35.335
contract between three and

00:57:35.335 --> 00:57:35.735
$30,000 a year.

00:57:36.476 --> 00:57:37.157
And we were, again,

00:57:37.376 --> 00:57:38.717
if you landed Amazon and

00:57:38.838 --> 00:57:40.338
all of their Northeast warehouses,

00:57:40.617 --> 00:57:42.358
that number is not $30,000 a month.

00:57:42.438 --> 00:57:43.039
Now there's going to be some

00:57:43.079 --> 00:57:43.739
costs for this.

00:57:44.440 --> 00:57:45.340
And here's where it becomes

00:57:45.380 --> 00:57:46.440
not only a side hustle,

00:57:46.460 --> 00:57:47.880
which is why I saved it for

00:57:47.940 --> 00:57:48.842
third out of my three,

00:57:49.722 --> 00:57:50.603
This is where you might get

00:57:50.623 --> 00:57:52.043
to start to become a main hustle,

00:57:52.063 --> 00:57:53.146
because now you're going to say, well,

00:57:53.206 --> 00:57:54.146
I can't be at all these

00:57:54.206 --> 00:57:55.068
warehouses every day

00:57:55.088 --> 00:57:55.907
because you have multiple.

00:57:56.389 --> 00:57:57.309
I get to now bring some

00:57:57.429 --> 00:57:58.731
friends into this equation.

00:57:59.331 --> 00:58:00.552
So if you can do this and

00:58:00.592 --> 00:58:02.255
let's say I said if you had

00:58:02.375 --> 00:58:04.577
eight contracts per year at

00:58:04.876 --> 00:58:07.019
between three and thirty thousand dollars,

00:58:07.059 --> 00:58:07.739
you're looking between

00:58:07.800 --> 00:58:08.940
twenty four and two hundred

00:58:08.960 --> 00:58:10.083
and forty thousand dollars.

00:58:11.403 --> 00:58:12.643
Estimated hours per week.

00:58:13.005 --> 00:58:13.724
It depends.

00:58:14.224 --> 00:58:15.266
But now this is quickly

00:58:15.306 --> 00:58:16.967
looking like not like a side hustle,

00:58:17.126 --> 00:58:18.168
but you could start it there.

00:58:18.788 --> 00:58:20.188
Touch the emotional need.

00:58:20.429 --> 00:58:20.608
Right.

00:58:20.628 --> 00:58:22.190
And that's saving money or I

00:58:22.230 --> 00:58:23.510
should say not losing money.

00:58:24.371 --> 00:58:25.873
And this can quickly be a value.

00:58:25.913 --> 00:58:27.673
You can be a quick value add

00:58:27.713 --> 00:58:28.914
to people who value money.

00:58:29.434 --> 00:58:31.197
reducing costs in their organization.

00:58:31.257 --> 00:58:32.838
So my third suggestion is

00:58:33.358 --> 00:58:34.380
look at where the people,

00:58:34.420 --> 00:58:35.621
look where the rubber meets the road.

00:58:35.721 --> 00:58:37.282
Maybe you could work for a tire factory,

00:58:37.362 --> 00:58:38.702
reducing people's injury time.

00:58:38.744 --> 00:58:39.925
That's where the rubber meets the road,

00:58:40.364 --> 00:58:41.206
but it's where the money

00:58:41.246 --> 00:58:42.186
meets the bottom line.

00:58:42.467 --> 00:58:43.947
Can you prevent me losing money?

00:58:44.007 --> 00:58:45.809
If you can, you have my attention.

00:58:46.911 --> 00:58:48.193
Yeah, that's awesome.

00:58:48.733 --> 00:58:50.693
Will Boyd, the PT goats.

00:58:50.813 --> 00:58:52.074
When he said that comment,

00:58:52.114 --> 00:58:52.876
the first thing I thought

00:58:52.916 --> 00:58:53.996
of was goat yoga.

00:58:54.556 --> 00:58:55.777
Maybe that'll be a bonus.

00:58:55.856 --> 00:58:57.518
A bonus side hustle will be

00:58:57.619 --> 00:59:00.820
PT goat therapy.

00:59:01.740 --> 00:59:03.001
I did have group classes.

00:59:03.041 --> 00:59:04.362
That was going to be my top three,

00:59:04.382 --> 00:59:04.702
but I was like,

00:59:04.722 --> 00:59:06.043
we've talked about that before.

00:59:06.643 --> 00:59:08.103
And I wanted something different,

00:59:08.204 --> 00:59:09.005
something new,

00:59:09.085 --> 00:59:09.965
something people haven't

00:59:10.144 --> 00:59:11.846
thought about or seen down the street.

00:59:12.166 --> 00:59:12.965
Not that any of the things

00:59:12.985 --> 00:59:14.766
that I mentioned today is necessarily,

00:59:14.867 --> 00:59:16.166
I didn't invent them, right?

00:59:16.186 --> 00:59:17.126
I didn't invent the wheel.

00:59:17.527 --> 00:59:18.588
But where can you put this?

00:59:18.648 --> 00:59:20.027
Where can you put this new idea?

00:59:20.327 --> 00:59:21.929
Can you use AI plus your EMR?

00:59:21.949 --> 00:59:22.768
It's not necessarily new.

00:59:22.789 --> 00:59:23.469
You didn't invent it.

00:59:23.809 --> 00:59:25.530
But man, it's valuable.

00:59:25.610 --> 00:59:26.690
Could you be the go-to

00:59:26.730 --> 00:59:28.431
person in your neighborhood,

00:59:28.471 --> 00:59:29.690
in your circle to do that?

00:59:30.231 --> 00:59:30.990
You bring value.

00:59:31.871 --> 00:59:32.692
That begats value.

00:59:33.603 --> 00:59:35.123
All right, let's hit the parting shot.

00:59:35.224 --> 00:59:38.144
For me, shut up and take my money.

00:59:38.184 --> 00:59:39.545
When I think about product

00:59:39.684 --> 00:59:41.826
or service market fit, when I think,

00:59:42.346 --> 00:59:43.525
when I'm wondering if I

00:59:43.585 --> 00:59:45.905
have something that people want,

00:59:46.545 --> 00:59:47.706
the way I confirm it,

00:59:47.746 --> 00:59:49.766
the way I know it is they basically say,

00:59:49.827 --> 00:59:50.806
shut up and take my money.

00:59:50.867 --> 00:59:52.427
They are wanting to pay me.

00:59:52.447 --> 00:59:53.487
They're offering to pay me.

00:59:53.527 --> 00:59:54.188
They don't even know what

00:59:54.208 --> 00:59:55.168
the cost is going to be.

00:59:55.547 --> 00:59:56.148
They don't care.

00:59:56.228 --> 00:59:57.548
They want the solution more

00:59:57.588 --> 00:59:58.449
than anything else.

00:59:58.949 --> 00:59:59.369
What's yours?

01:00:00.148 --> 01:00:02.650
I would say sell the hole, not the drill.

01:00:02.791 --> 01:00:04.791
In all six of our suggestions,

01:00:05.172 --> 01:00:06.472
I want you to focus on what

01:00:06.592 --> 01:00:08.494
actual problem are you solving?

01:00:08.634 --> 01:00:10.155
Is it an emotional one or is

01:00:10.195 --> 01:00:11.115
it a rational one?

01:00:12.045 --> 01:00:13.585
Don't sell the irrational solutions.

01:00:14.246 --> 01:00:16.306
Sell solutions to emotional problems.

01:00:16.326 --> 01:00:17.646
So my three suggestions,

01:00:18.086 --> 01:00:20.807
virtual and telehealth PT consultations.

01:00:21.208 --> 01:00:22.148
You're selling ease.

01:00:22.188 --> 01:00:23.309
You're selling less stress.

01:00:23.528 --> 01:00:24.688
Subscription on call,

01:00:25.028 --> 01:00:26.329
you're selling peace of mind.

01:00:26.869 --> 01:00:28.090
Corporate wellness programs,

01:00:28.190 --> 01:00:29.731
you're selling cost savings.

01:00:29.771 --> 01:00:31.052
That is an emotional,

01:00:31.271 --> 01:00:32.431
these are emotional needs.

01:00:32.731 --> 01:00:33.452
So focus on the,

01:00:33.932 --> 01:00:35.432
don't focus on how you do things.

01:00:35.552 --> 01:00:36.773
We'll figure out how later, right?

01:00:36.813 --> 01:00:37.954
Mark Cuban said it

01:00:38.233 --> 01:00:39.094
whenever anybody asks you

01:00:39.135 --> 01:00:40.516
can do it say yes figure

01:00:40.536 --> 01:00:41.817
out how to do it later but

01:00:42.117 --> 01:00:43.918
focus on what emotional

01:00:43.958 --> 01:00:46.300
problems exist do you want

01:00:46.340 --> 01:00:47.461
to solve those emotional

01:00:47.501 --> 01:00:49.003
problems yay or nay right I

01:00:49.023 --> 01:00:49.822
don't you might have an

01:00:49.842 --> 01:00:50.724
emotional problem of having

01:00:50.744 --> 01:00:52.045
a really ugly lawn I don't

01:00:52.085 --> 01:00:52.985
want to mow lawns it's not

01:00:53.005 --> 01:00:53.927
what I want to do but it is

01:00:53.967 --> 01:00:54.927
an emotional problem that I

01:00:54.967 --> 01:00:55.748
and a lot of people have

01:00:56.208 --> 01:00:57.168
what do you like doing what

01:00:57.188 --> 01:00:58.429
are you good at and what

01:00:58.489 --> 01:00:59.190
people are willing to pay

01:00:59.271 --> 01:01:00.032
for and if you're paying

01:01:00.052 --> 01:01:01.393
attention to this podcast

01:01:01.612 --> 01:01:02.514
that's an ikea guy that's

01:01:02.554 --> 01:01:03.855
the japanese theory of being

01:01:04.375 --> 01:01:05.856
what the world needs, what you're good at,

01:01:05.896 --> 01:01:06.659
what you like doing and

01:01:06.679 --> 01:01:07.599
what people will pay for.

01:01:08.260 --> 01:01:09.001
Find that thing in the

01:01:09.041 --> 01:01:09.623
middle and you have

01:01:09.643 --> 01:01:10.784
yourself a great side

01:01:10.824 --> 01:01:12.588
hustle that could turn into

01:01:12.608 --> 01:01:13.528
your main hustle.

01:01:15.492 --> 01:01:16.434
All right, buddy, wrap it up.

01:01:16.474 --> 01:01:16.914
Take it home.

01:01:17.452 --> 01:01:18.152
All right, ladies and gentlemen,

01:01:18.432 --> 01:01:19.514
we'll be back on Tuesday.

01:01:19.534 --> 01:01:20.775
I think we're going to mix

01:01:20.815 --> 01:01:23.097
in this six-pack format as

01:01:23.117 --> 01:01:24.038
well as some interviews and

01:01:24.057 --> 01:01:24.998
then just some off-the-cuff

01:01:25.059 --> 01:01:26.039
reacting to different things.

01:01:26.099 --> 01:01:27.960
But same bat channel.

01:01:28.282 --> 01:01:30.204
Make sure to subscribe, to like, to share,

01:01:30.443 --> 01:01:31.704
and give us suggestions.

01:01:31.744 --> 01:01:32.766
If there's a pain point out there,

01:01:32.786 --> 01:01:33.186
you're like, hey,

01:01:33.206 --> 01:01:34.847
I'd like to hear these guys' insight,

01:01:35.168 --> 01:01:36.369
or we can find the experts

01:01:36.409 --> 01:01:37.230
to give you the insight.

01:01:38.251 --> 01:01:39.632
Let us know through our various channels.

01:01:39.672 --> 01:01:40.672
Tony, appreciate the time, man.

01:01:41.112 --> 01:01:41.693
Thank you, Jimmy.