Clinic Retail That Feels Good: Paul Timko on Patient Outcomes and Profit

WEBVTT

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Paul, welcome to the show.

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Hey, thanks for having me.

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Exciting timing.

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Well, we just missed each other in person.

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We've been doing this in person, but then,

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you know, I mean, I like doing,

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I like doing things in person.

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Don't get me wrong.

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I really do.

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I used to do,

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I used to go to a conference and do.

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Fifteen, twenty episodes.

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I used to stack people like

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PTs or stacking patients

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one after the other.

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And then what I realized, it's like,

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you're there for another thing.

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Like you're, you're, you're,

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you're there doing your

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thing and I'm doing my thing.

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And both of us are looking

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at the clock and we're like,

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when's this thing going to

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end so I can get back to doing my thing.

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And now I'm like, you know what?

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Do it when everybody has like,

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twenty decent minutes in

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the day and we don't have

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to rush to the next meeting.

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Remember what that was like

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when we didn't have to rush

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to the next meeting, maybe like ten,

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fifteen years ago?

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Oh yeah, that was great.

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Yeah, that was a while ago.

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So what's your superhero backstory?

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Everybody that I talk to about you,

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where they bring you up and they go,

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this guy gets it,

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he's been in the profession,

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he's been around for a long time, like,

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help people get a little context.

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Yeah,

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I'll try to kind of think what

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they'll say about me.

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And I'll try to be modest.

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But the one thing that kind

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of always comes up is

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really my passion and my

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kind of narrow area of expertise,

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which is clinic retail.

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It doesn't sound, it sounds crazy.

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you know,

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one of the kind of the misnomers

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when it comes to clinic retail,

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it's like everybody kind of

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goes to retail selling

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stuff and it may maybe have

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a negative connotation.

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Yeah.

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But really what I found and

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the reason why I gravitated

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to that area is that I'm not a clinician.

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I'm not a PT.

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I've had the luxury of being

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around PTs for now,

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fifteen plus years through

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a couple of different jobs.

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And what I've learned is

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the area that I can bring

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the most is through

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providing education around

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professional products and

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what they can do clinically

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to help the patient in the

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clinic and also the patient

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at home and provide that

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continuity for the PT who

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wants to make sure their

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patients do their homework,

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adhere to their exercise program.

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And that's what I do pretty

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much every day now.

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And physical is a big part of it.

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I get to spend a lot of time

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with physical owners and

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their lead therapists on

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really talking about what I love,

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which is clinic retail.

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So step one of educating is

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probably untying knots that

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have been there, right?

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So a lot of PTs might

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hesitate to incorporate

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retail into their clinics, number one,

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because we're bleeding hearts,

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and I can say that because I'm one,

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right?

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We're bleeding hearts.

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Of course,

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I don't want to sell anybody anything,

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but I have no problem –

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giving you a link or

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something to look up on

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YouTube or on Amazon and go there.

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So what's the big untying of the knot?

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Before you can educate,

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you've got to make sure

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that they don't have misconceptions.

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What are the biggest

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misconceptions that PTs

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typically have and how do

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you help re-educate and overcome those?

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Yeah.

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The biggest one is,

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is they don't want to sell, right?

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It's, I didn't go to school, you know,

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I'm here to help people, you know,

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get better, right.

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And move better and pain-free.

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And so when you think of those things,

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it's, it's that, again,

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it goes back to that

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negative connotation.

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I don't want to sell stuff.

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And what the knot that we're

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trying to untie is really to

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to make sure that they

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understand they're in a

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unique position first off, right?

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In their communities, they're a respected,

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credible source for things

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that people need to feel better.

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And it's not just about rehab.

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It's an opportunity in that

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community to be that first

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line of whether it's for that rehab,

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these are the tools you need,

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Or it's educating them about

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how to use these things or

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bring these things to their

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household for their friends, their family,

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their kids.

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And right now we're in this

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crazy place of you can get

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everything the same day or

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the next day with Amazon.

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Right.

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So I think it's even more important.

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PTs are in the best position

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possible because of their training,

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their experience and really

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their passion to educate.

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individuals on how to bring

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the right products into

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their household and use

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them the right way you

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think about if you're

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buying something from

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amazon you don't get an

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educate you don't get a pt

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doesn't come with it so you

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might be using it wrong you

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might have uh you know

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wasted money on something

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that isn't the right thing

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for you or the right

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resistance level like with

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a theraband or a resistance product so

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It really,

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I feel more bullish about PTs

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being the source for this

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type of information and

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access to products than ever.

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It really is.

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It's a great time to be a PT

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and offer this as a service.

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So that knot they're untying

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is embracing the fact that

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they are this credible

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source that can provide

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access to great

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professional products that

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have been vetted by a PT.

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Yeah.

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That's what a PT does, right?

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Especially I'll give some

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love to my my running

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physical therapist when the

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new version of whatever

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shoe company comes out with

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the newest version,

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they're the first to go and

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dissect and try it out,

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put their feet in and take

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a look at what's there and, you know,

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be stripping it apart.

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And so you're a trusted source.

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So someone

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Thinking that someone's not

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going to go and look for an

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alternative or an additive

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solution to their pain or

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their discomfort, that's just foolish,

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right?

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So being the guide there and

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not just poo-pooing it is one step,

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but also getting PTs to

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understand that that S word

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is not a four-letter word, sell.

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Sell is a four-letter word,

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but not one of those four-letter words.

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So you talk a lot about how

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retail can actually enhance

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patient outcomes.

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Can you give us an example

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of maybe somebody in our

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profession that saw real

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results after implementing

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a retail strategy?

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Yeah, I really have two.

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I'll keep it the two.

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There's actually three that

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I think are truly best

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practices that we always

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use to help people kind of

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uncross their arms when

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they're there Saturday

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morning learning about selling, right?

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Right.

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And the first one is

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something known as the Tyler twist.

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Tim Tyler, a great PT up in the Northeast,

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did a study with TheraBand

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Flex Bars many years ago about the

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effectiveness of just doing

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a basic eccentric exercise

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with the flex bar and doing

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it daily and doing the reps.

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And again,

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adhering to your exercise

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program with this.

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If anybody doesn't know what a flex bar is,

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it's just kind of think of like a

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a rubber kind of rod that

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you kind of move back and forth,

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kind of stretch it with your,

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your forearm and your

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wrists and do a nice little protocol.

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Yep.

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Yep.

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Exactly.

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So,

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and what it was done is the study

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showed it's extremely effective,

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not only relieving the pain,

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but providing, you know,

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the strengthening that's

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needed in an eccentric

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movement for tennis elbow,

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let it go up and kind of like this.

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And there's also a reverse version for,

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for medial.

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And again,

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the key thing there is that if the,

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in most patients that

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anybody that's ever

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suffered from tennis elbow,

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they'll do anything.

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And they've tried a bunch of

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things to get rid of it.

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And it's,

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it's there with them pretty much

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every day.

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And so in order to get better,

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you have to use that flex

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bar every day per the protocol.

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So you need to make that

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investment to have that

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twenty dollar product at home.

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And I can tell you,

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if you give that option to

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a patient to make that investment,

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they're going to do it a

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hundred times out of a hundred times.

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Right.

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So

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But that's what the study shows.

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So you can't have them come in every day.

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That's just not the reality with PT.

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So you need to be able,

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that patient needs to be

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able to make that

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investment so they have stake in the game,

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but also that they have

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access to the product to do

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their home exercise appropriately.

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So that's one aspect of it.

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The other one is my favorite,

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is Stop Pain Clinical.

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That's my day job,

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is that introducing them

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early to a topical pain

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relief product that

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provides temporary relief

00:07:49.665 --> 00:07:50.805
can really help them during

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those first one two and

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three visits that can be

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very difficult and

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challenging for a patient

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because we all know that

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those cases of after that

00:07:58.971 --> 00:08:00.091
first visit they're a

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little bit sore they're

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like oh man is this really

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doing more harm than good

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but you know they're using

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muscles that they they

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haven't used in a while and

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they're getting through the

00:08:07.257 --> 00:08:08.978
rehab so it gives you an

00:08:09.038 --> 00:08:10.158
immediate education

00:08:10.199 --> 00:08:11.660
opportunity to say hey this

00:08:11.699 --> 00:08:12.281
is something I'm going to

00:08:12.300 --> 00:08:13.701
give you in a case of a sample

00:08:14.523 --> 00:08:15.303
and it's going to help you

00:08:15.324 --> 00:08:16.084
with some pain relief that

00:08:16.103 --> 00:08:16.985
you're going to have during

00:08:17.004 --> 00:08:17.946
these early stages and

00:08:17.966 --> 00:08:19.848
maybe beyond and then the

00:08:19.887 --> 00:08:21.788
best part is that it starts

00:08:21.809 --> 00:08:23.170
to open up the conversation

00:08:23.230 --> 00:08:24.130
with the patient oh you

00:08:24.211 --> 00:08:25.432
have this available here

00:08:25.833 --> 00:08:27.074
and once the patient starts

00:08:27.194 --> 00:08:29.154
asking you questions you're

00:08:29.194 --> 00:08:30.776
never selling yeah it's

00:08:30.817 --> 00:08:31.838
really now just making sure

00:08:31.858 --> 00:08:32.738
that they have the ability

00:08:32.758 --> 00:08:33.698
to make their choice and

00:08:33.719 --> 00:08:34.759
the right choice for them

00:08:34.980 --> 00:08:36.761
for themselves and their household

00:08:37.282 --> 00:08:37.621
Yeah.

00:08:37.761 --> 00:08:37.961
Yeah.

00:08:38.101 --> 00:08:40.243
Education explaining when I

00:08:40.302 --> 00:08:42.163
moved the the goalpost from

00:08:42.322 --> 00:08:44.562
I need to do something to

00:08:44.602 --> 00:08:46.323
get someone else to do something right.

00:08:46.344 --> 00:08:47.703
That's hard, right?

00:08:48.144 --> 00:08:49.744
When I changed it to I make suggestions,

00:08:49.764 --> 00:08:50.443
you make decisions.

00:08:50.484 --> 00:08:51.644
So my only goal in this

00:08:51.664 --> 00:08:53.664
situation is to achieve understanding.

00:08:53.924 --> 00:08:54.465
I want to make sure you

00:08:54.504 --> 00:08:55.445
understand what I'm saying.

00:08:55.504 --> 00:08:56.024
And then you're going to

00:08:56.044 --> 00:08:56.725
make that decision.

00:08:56.784 --> 00:08:57.846
And I'm going to remove

00:08:57.885 --> 00:08:58.966
myself from that outcome.

00:08:59.245 --> 00:09:00.666
When I explain that to PTs,

00:09:00.686 --> 00:09:01.285
they're like they get a

00:09:01.306 --> 00:09:02.066
little better at it.

00:09:02.405 --> 00:09:03.947
Then I explain I give my dad example.

00:09:03.986 --> 00:09:05.187
My dad was a New York City fireman.

00:09:06.006 --> 00:09:07.827
They didn't really have to sell stop, drop,

00:09:07.847 --> 00:09:09.990
and roll or call nine one one.

00:09:10.009 --> 00:09:11.910
If there's a fire, their job was just like,

00:09:12.111 --> 00:09:13.032
make sure you understand it

00:09:13.251 --> 00:09:14.072
and make sure you understand it.

00:09:14.092 --> 00:09:14.753
We're going to hit you with

00:09:14.773 --> 00:09:16.815
it in school billboards, the whole nine.

00:09:17.174 --> 00:09:17.895
When you move that,

00:09:17.936 --> 00:09:20.337
it becomes less about selling again,

00:09:20.378 --> 00:09:22.259
this bad thing and more about explaining.

00:09:22.379 --> 00:09:24.139
And then ultimately we make suggestions.

00:09:24.620 --> 00:09:25.721
They're going to make decisions.

00:09:25.861 --> 00:09:27.643
And I think PT's grasp on that.

00:09:27.663 --> 00:09:28.663
We're okay with educating.

00:09:29.576 --> 00:09:29.836
Yes.

00:09:29.937 --> 00:09:31.197
And think about like it's

00:09:31.298 --> 00:09:32.837
also the everybody thinks

00:09:33.057 --> 00:09:34.698
Amazon is the most convenient thing.

00:09:34.778 --> 00:09:34.918
No,

00:09:34.958 --> 00:09:37.239
the most convenient thing is to be able

00:09:37.278 --> 00:09:39.080
to purchase that item that

00:09:39.100 --> 00:09:40.559
can help you at that moment.

00:09:41.039 --> 00:09:41.721
Right at that moment,

00:09:41.740 --> 00:09:43.260
because then you can immediately say,

00:09:43.541 --> 00:09:44.620
think about like a TheraBand.

00:09:45.341 --> 00:09:46.361
Most people look at a

00:09:46.761 --> 00:09:48.042
clumped up piece of rubber

00:09:48.062 --> 00:09:48.763
and they're thinking like,

00:09:48.783 --> 00:09:49.802
what do I do with this thing?

00:09:49.822 --> 00:09:51.582
And they but they now can

00:09:51.663 --> 00:09:52.803
actually get that product

00:09:52.823 --> 00:09:53.344
when they need it.

00:09:53.943 --> 00:09:55.325
and immediately learn the

00:09:55.424 --> 00:09:56.264
best way to use it.

00:09:56.544 --> 00:09:56.924
Bingo.

00:09:57.264 --> 00:09:58.024
And then you go to Amazon

00:09:58.044 --> 00:09:59.265
and there's things that are close.

00:09:59.645 --> 00:10:00.446
Like my buddy would be like,

00:10:00.505 --> 00:10:01.586
make sure you get this tool

00:10:01.605 --> 00:10:02.486
for this project that I'm

00:10:02.506 --> 00:10:03.307
on and there's two.

00:10:03.326 --> 00:10:05.668
And I'm like, which one is it, right?

00:10:05.687 --> 00:10:06.587
Is there a difference?

00:10:06.648 --> 00:10:07.307
And he's like, oh no,

00:10:07.388 --> 00:10:08.168
if you bought that one,

00:10:08.207 --> 00:10:09.548
we wouldn't be able to do the job,

00:10:09.589 --> 00:10:09.849
you know?

00:10:09.908 --> 00:10:10.408
So it's like,

00:10:10.548 --> 00:10:11.729
make sure they get the right

00:10:11.769 --> 00:10:12.850
thing in the right time.

00:10:12.889 --> 00:10:14.450
And then that added bonuses,

00:10:14.950 --> 00:10:15.990
they're going to know how

00:10:16.051 --> 00:10:17.931
to use it appropriately and

00:10:17.971 --> 00:10:18.831
what to avoid.

00:10:18.951 --> 00:10:20.652
That you become part of that

00:10:20.812 --> 00:10:22.472
experience because you're the Yoda,

00:10:22.493 --> 00:10:23.052
you're the guide.

00:10:23.958 --> 00:10:24.759
Yes, exactly.

00:10:24.779 --> 00:10:25.801
You want to remove as many

00:10:25.880 --> 00:10:27.001
barriers as possible.

00:10:27.022 --> 00:10:28.923
Kind of goes back to not only adherence,

00:10:28.943 --> 00:10:30.085
but now we're talking about

00:10:30.164 --> 00:10:31.466
outcomes because the sooner,

00:10:31.865 --> 00:10:32.927
if there's any disruption,

00:10:32.966 --> 00:10:34.249
let's say they bought the

00:10:34.369 --> 00:10:35.990
right red TheraBand that

00:10:36.009 --> 00:10:37.150
they were supposed to from

00:10:37.230 --> 00:10:38.673
Amazon and it arrives a day

00:10:38.692 --> 00:10:40.914
and a half later or two days later,

00:10:41.034 --> 00:10:41.654
it's delayed.

00:10:42.416 --> 00:10:43.216
Now there's a gap.

00:10:43.496 --> 00:10:44.398
There's now like, oh,

00:10:44.437 --> 00:10:45.639
do they remember exactly

00:10:45.678 --> 00:10:47.660
the right technique, the right form?

00:10:48.140 --> 00:10:49.201
So the fact that they're leaving

00:10:50.023 --> 00:10:51.083
Your your office,

00:10:51.104 --> 00:10:52.784
your clinic with the

00:10:52.845 --> 00:10:54.046
product they need to be

00:10:54.066 --> 00:10:55.447
able to walk home or get

00:10:55.486 --> 00:10:56.586
home and actually do the

00:10:56.668 --> 00:10:58.869
exercise that's going to

00:10:58.889 --> 00:10:59.589
make sure there's more

00:10:59.629 --> 00:11:01.610
continuity with what they

00:11:01.650 --> 00:11:02.370
did in the clinic.

00:11:02.711 --> 00:11:04.513
And there's no there's less

00:11:04.613 --> 00:11:06.094
risk for disruption because

00:11:06.114 --> 00:11:07.094
they have everything they

00:11:07.114 --> 00:11:07.835
need to get started.

00:11:08.177 --> 00:11:09.378
Yeah, time is of the essence.

00:11:09.437 --> 00:11:11.258
Now, for someone who's just starting out,

00:11:11.337 --> 00:11:12.339
they're still listening to

00:11:12.359 --> 00:11:14.259
this episode ten minutes in, right?

00:11:14.539 --> 00:11:15.659
And they're like, OK,

00:11:15.679 --> 00:11:16.480
you've convinced me to at

00:11:16.519 --> 00:11:17.880
least sniff around this

00:11:17.961 --> 00:11:19.682
idea of retail in my clinic space.

00:11:20.142 --> 00:11:21.261
What's the easiest way to

00:11:21.442 --> 00:11:23.043
integrate retail into a

00:11:23.082 --> 00:11:25.344
clinic visit without making

00:11:25.384 --> 00:11:26.583
it feel like a pitch?

00:11:26.644 --> 00:11:27.164
That's the thing.

00:11:27.365 --> 00:11:28.345
That's the thing I think

00:11:28.644 --> 00:11:29.424
clinicians don't want to do

00:11:29.445 --> 00:11:30.525
is they don't want to feel icky.

00:11:31.426 --> 00:11:32.886
Yeah, well, first off, well,

00:11:32.947 --> 00:11:33.667
it's a key thing.

00:11:34.027 --> 00:11:35.427
And I would say

00:11:36.376 --> 00:11:38.118
Right out of the gate, engage your team.

00:11:38.518 --> 00:11:39.339
Get them involved.

00:11:39.418 --> 00:11:40.239
Make sure that they

00:11:40.298 --> 00:11:42.019
understand what we're doing,

00:11:42.201 --> 00:11:43.120
why we're doing it,

00:11:43.301 --> 00:11:44.621
and also how we're going to do it.

00:11:45.241 --> 00:11:46.043
And then make sure they're

00:11:46.062 --> 00:11:47.783
involved with kind of doing

00:11:47.803 --> 00:11:49.485
the rigor up front of what

00:11:49.524 --> 00:11:50.346
are the right things we

00:11:50.365 --> 00:11:51.346
want to focus in on.

00:11:51.485 --> 00:11:52.267
And when you're talking

00:11:52.287 --> 00:11:53.547
about integrating it into

00:11:53.567 --> 00:11:54.427
the patient visit,

00:11:55.227 --> 00:11:56.288
it is about making sure

00:11:56.308 --> 00:11:58.409
that it adds to the visit,

00:11:58.630 --> 00:12:00.532
that it's going to help with the outcome,

00:12:01.011 --> 00:12:01.631
and it's going to help the

00:12:01.672 --> 00:12:02.493
patient feel better.

00:12:02.913 --> 00:12:03.894
And it's not something that

00:12:03.913 --> 00:12:04.875
you are trying to force.

00:12:04.894 --> 00:12:05.836
You don't want to do that.

00:12:05.875 --> 00:12:06.635
You want to make sure that

00:12:06.655 --> 00:12:08.538
your entire team says, yes,

00:12:08.577 --> 00:12:10.519
when we're treating this type of patient,

00:12:10.940 --> 00:12:12.380
we're going to integrate

00:12:12.701 --> 00:12:14.082
these one or two things

00:12:14.462 --> 00:12:15.964
throughout the visit to

00:12:16.105 --> 00:12:17.385
make sure they have the

00:12:17.485 --> 00:12:19.126
best visit possible.

00:12:19.668 --> 00:12:20.788
And then it builds over time

00:12:20.828 --> 00:12:21.870
because really the key

00:12:21.889 --> 00:12:23.071
thing is once they go home

00:12:23.091 --> 00:12:24.010
and do that first thing you

00:12:24.051 --> 00:12:25.373
introduced them to, they come back.

00:12:26.033 --> 00:12:27.134
And now it might be time to

00:12:27.173 --> 00:12:29.695
assess and progress to something else.

00:12:29.875 --> 00:12:32.096
Maybe think of like balance and stability.

00:12:32.115 --> 00:12:33.216
You might have started

00:12:33.277 --> 00:12:34.136
pretty basic at the

00:12:34.177 --> 00:12:35.217
beginning just to get them

00:12:35.258 --> 00:12:36.177
comfortable and moving,

00:12:36.739 --> 00:12:37.538
whether it's rehab or

00:12:37.578 --> 00:12:39.179
whatever the situation may be.

00:12:39.730 --> 00:12:41.030
So then you're really

00:12:41.051 --> 00:12:42.030
getting in this cadence and

00:12:42.051 --> 00:12:42.812
your team is getting in

00:12:42.831 --> 00:12:44.773
this cadence of what's the plan?

00:12:44.993 --> 00:12:47.214
Like what's the strategy for this patient?

00:12:47.615 --> 00:12:48.595
And products and tools

00:12:48.615 --> 00:12:49.755
should always be part of it.

00:12:49.956 --> 00:12:50.456
And they should be

00:12:50.495 --> 00:12:53.177
thoughtful about how do I replicate this?

00:12:53.197 --> 00:12:54.258
And how does the patient

00:12:54.558 --> 00:12:55.759
replicate this in the best,

00:12:55.839 --> 00:12:57.559
safest way possible at home?

00:12:58.160 --> 00:12:59.000
And we keep building

00:12:59.081 --> 00:13:00.022
throughout the process.

00:13:00.101 --> 00:13:01.663
I would say integrate things

00:13:01.682 --> 00:13:02.942
that you certainly have

00:13:03.024 --> 00:13:04.283
done your due diligence on

00:13:04.323 --> 00:13:05.184
to make sure they're the

00:13:05.325 --> 00:13:06.384
right product that you feel

00:13:06.445 --> 00:13:07.086
strongly about.

00:13:07.686 --> 00:13:09.147
And they add to the visit

00:13:09.307 --> 00:13:10.927
and really are never a commercial.

00:13:11.269 --> 00:13:11.948
You don't want to be

00:13:12.389 --> 00:13:13.250
somebody that just adds

00:13:13.450 --> 00:13:15.390
shampoo to the salon

00:13:15.431 --> 00:13:16.772
treatment just to sell shampoo.

00:13:16.792 --> 00:13:17.572
That's not what it's about.

00:13:17.613 --> 00:13:19.453
It's got to enhance what you're doing.

00:13:19.813 --> 00:13:20.115
Yeah.

00:13:20.174 --> 00:13:21.315
Love the way you put that.

00:13:21.375 --> 00:13:22.615
Now, you don't have to use their name,

00:13:22.635 --> 00:13:24.157
but is there somebody that comes to mind,

00:13:24.216 --> 00:13:25.018
a clinic that maybe,

00:13:25.337 --> 00:13:26.038
as you mentioned before,

00:13:26.099 --> 00:13:27.700
had their arms crossed and

00:13:27.740 --> 00:13:28.799
was sort of anti,

00:13:28.879 --> 00:13:29.860
then maybe they uncrossed

00:13:29.880 --> 00:13:30.541
their arms and they

00:13:30.561 --> 00:13:32.123
embraced and made a major

00:13:32.143 --> 00:13:34.004
shift in retail strategy

00:13:34.063 --> 00:13:35.445
and did see results like that?

00:13:36.775 --> 00:13:37.535
Well, yeah, what I found,

00:13:37.797 --> 00:13:39.836
I won't have to name any names, but early,

00:13:40.097 --> 00:13:40.658
I'll name one,

00:13:40.677 --> 00:13:42.018
but it'll be in a very positive way.

00:13:42.077 --> 00:13:44.919
But here's the common thread

00:13:45.159 --> 00:13:46.921
that we see is that most

00:13:47.360 --> 00:13:48.581
clinics that come to us,

00:13:48.600 --> 00:13:49.802
we have this with Hyperice,

00:13:49.822 --> 00:13:52.043
we have a mastermind that

00:13:52.062 --> 00:13:53.182
we kind of take multiple

00:13:53.222 --> 00:13:53.964
clinics through this

00:13:54.024 --> 00:13:55.183
process to kind of get over

00:13:55.283 --> 00:13:56.044
what you're talking about.

00:13:56.164 --> 00:13:56.325
So,

00:13:57.384 --> 00:13:59.706
but it's almost universal that they're

00:13:59.806 --> 00:14:00.966
at a point of

00:14:01.746 --> 00:14:02.967
where they're struggling, they're like,

00:14:03.469 --> 00:14:05.350
we know we're surrounded by

00:14:05.410 --> 00:14:06.471
reminders that we can be

00:14:06.552 --> 00:14:07.653
better at what we're doing

00:14:08.614 --> 00:14:11.677
and they just need somebody

00:14:11.716 --> 00:14:12.518
to kind of guide them

00:14:12.557 --> 00:14:14.239
through to make sure that

00:14:14.278 --> 00:14:15.460
they have the kind of the

00:14:15.500 --> 00:14:16.562
quick reminders of what

00:14:16.581 --> 00:14:17.101
we're talking about,

00:14:17.182 --> 00:14:18.764
little tips and best practices,

00:14:18.803 --> 00:14:20.345
but also kind of knock down

00:14:20.384 --> 00:14:22.047
these preconceived notions

00:14:22.067 --> 00:14:24.109
that it is about selling because revenue,

00:14:24.208 --> 00:14:25.910
I always say, is a byproduct of this.

00:14:26.410 --> 00:14:26.951
Just yes,

00:14:27.091 --> 00:14:29.312
just do this and good things will

00:14:29.333 --> 00:14:30.193
come financially.

00:14:30.533 --> 00:14:31.554
But it really always kind of

00:14:31.695 --> 00:14:32.916
we kind of ground everybody

00:14:32.936 --> 00:14:34.116
in this right from the beginning.

00:14:34.238 --> 00:14:34.898
The first meeting,

00:14:34.957 --> 00:14:35.558
I would do something

00:14:35.599 --> 00:14:36.418
similar to what we're the

00:14:36.438 --> 00:14:37.500
conversation we're having

00:14:37.559 --> 00:14:39.402
with a group of ten clinics and say, hey,

00:14:39.422 --> 00:14:40.623
guys, first off,

00:14:40.682 --> 00:14:41.383
let's talk about what

00:14:41.423 --> 00:14:42.384
challenges you're facing.

00:14:42.524 --> 00:14:42.965
And of course,

00:14:42.985 --> 00:14:43.924
they say the same ones we

00:14:43.945 --> 00:14:44.885
hear every single time.

00:14:45.567 --> 00:14:46.467
And then we just kind of

00:14:46.528 --> 00:14:47.729
work through it in a

00:14:47.808 --> 00:14:49.210
discussion conversation and

00:14:49.230 --> 00:14:50.250
develop those strategies.

00:14:50.951 --> 00:14:51.350
First off,

00:14:51.370 --> 00:14:53.072
let's all level set on the fact

00:14:53.091 --> 00:14:54.371
that we're here to do good, right?

00:14:54.392 --> 00:14:55.371
We're here to do good.

00:14:56.653 --> 00:14:59.833
And this is not about selling products.

00:14:59.874 --> 00:15:03.335
So my favorite is Rolf Schultz.

00:15:03.595 --> 00:15:04.914
And I shouldn't say favorite.

00:15:04.934 --> 00:15:05.676
I don't have favorites.

00:15:05.716 --> 00:15:07.355
But the most recent one,

00:15:07.475 --> 00:15:09.057
we did our first cohort for

00:15:09.076 --> 00:15:10.136
the Clinic Retail

00:15:10.177 --> 00:15:12.258
Mastermind down in Texas.

00:15:13.238 --> 00:15:15.379
and extremely engaged.

00:15:15.460 --> 00:15:17.041
He reached out pretty much

00:15:17.100 --> 00:15:19.562
weekly with us over a

00:15:19.623 --> 00:15:21.504
quarter towards the end of the year.

00:15:21.945 --> 00:15:23.746
And they had ideas, they had creativity,

00:15:23.767 --> 00:15:25.788
they had some challenges along the way.

00:15:26.269 --> 00:15:27.950
And we just kept chipping away at it.

00:15:28.169 --> 00:15:31.533
And then the results really blew away,

00:15:31.673 --> 00:15:33.554
I think, anybody's expectations.

00:15:33.575 --> 00:15:34.696
And the best part about it

00:15:35.336 --> 00:15:36.937
is that I saw them grow.

00:15:37.518 --> 00:15:38.398
every week of the way.

00:15:38.437 --> 00:15:38.778
So yeah,

00:15:38.818 --> 00:15:40.078
maybe their arms were a little bit

00:15:40.119 --> 00:15:40.499
crossed,

00:15:40.519 --> 00:15:42.000
but it was more about how do we

00:15:42.039 --> 00:15:42.820
figure this out?

00:15:43.400 --> 00:15:44.221
And we were able to take it

00:15:44.280 --> 00:15:46.022
step by step with very easy,

00:15:46.142 --> 00:15:46.822
kind of simple,

00:15:46.881 --> 00:15:48.482
repeatable steps throughout the process.

00:15:48.763 --> 00:15:49.884
And now their team's off and running.

00:15:50.364 --> 00:15:50.764
Love that.

00:15:50.844 --> 00:15:53.304
If a clinic wanted to get started today,

00:15:53.804 --> 00:15:55.546
what's the one thing they should do?

00:15:55.586 --> 00:15:56.547
The first thing they should

00:15:56.567 --> 00:15:58.246
do right now to see immediate impact.

00:15:58.307 --> 00:15:59.028
And then I'm also going to

00:15:59.048 --> 00:15:59.687
ask a follow-up question.

00:16:00.067 --> 00:16:01.849
What's the deal with that mastermind?

00:16:01.869 --> 00:16:03.169
How does someone find out more about that?

00:16:03.830 --> 00:16:05.870
Yeah, the first thing I would do is...

00:16:07.717 --> 00:16:09.219
I'll try not to be biased here.

00:16:09.798 --> 00:16:11.580
So this will be just kind of, I'll do two.

00:16:11.860 --> 00:16:13.380
The first one is always look

00:16:13.421 --> 00:16:14.861
for ways to add something

00:16:14.881 --> 00:16:17.243
during the first visit with that patient.

00:16:17.263 --> 00:16:18.943
So I always say the easiest one, again,

00:16:18.984 --> 00:16:21.345
the biased one is stop paying clinical.

00:16:21.384 --> 00:16:22.085
Make sure you're setting

00:16:22.105 --> 00:16:23.605
that expectation about

00:16:24.666 --> 00:16:25.807
having access to topical

00:16:25.846 --> 00:16:26.866
pain relief and using one

00:16:26.927 --> 00:16:27.687
after their visit.

00:16:27.707 --> 00:16:30.168
So that's the best way to get started.

00:16:30.188 --> 00:16:31.830
The other one is if you're

00:16:31.870 --> 00:16:34.270
giving away TheraBand, stop now.

00:16:35.379 --> 00:16:37.279
And if you take that one

00:16:37.340 --> 00:16:38.380
head on with your team,

00:16:38.681 --> 00:16:39.282
and there's going to be a

00:16:39.322 --> 00:16:40.602
lot of uncomfortable, oh,

00:16:40.842 --> 00:16:42.224
they're already paying so much.

00:16:42.543 --> 00:16:44.985
And what I would say to them,

00:16:45.046 --> 00:16:46.326
if you can get over that hurdle,

00:16:46.346 --> 00:16:48.048
which we would help them do,

00:16:48.268 --> 00:16:49.308
everything else is smooth

00:16:49.328 --> 00:16:50.249
sailing because it's the

00:16:50.288 --> 00:16:51.149
most important one.

00:16:51.190 --> 00:16:52.811
You think about if you're given something,

00:16:52.890 --> 00:16:53.650
if you're a patient and

00:16:53.671 --> 00:16:55.773
you're given one or two TheraBands.

00:16:56.113 --> 00:16:56.993
and they're clumped up and

00:16:57.013 --> 00:16:57.994
they're cut off of a roll

00:16:58.033 --> 00:16:58.774
right in front of you.

00:16:59.053 --> 00:16:59.894
If you get those,

00:17:00.274 --> 00:17:01.235
are you truly going to

00:17:01.315 --> 00:17:02.894
value those and understand

00:17:02.934 --> 00:17:04.095
the true utility and the

00:17:04.295 --> 00:17:05.415
amazing things you can do

00:17:05.455 --> 00:17:07.036
with an elastic resistance band?

00:17:07.536 --> 00:17:09.936
So if you can get your team over that hump,

00:17:10.596 --> 00:17:11.698
again, you're going to be in a great,

00:17:11.798 --> 00:17:12.738
great position to win.

00:17:14.246 --> 00:17:14.766
Yeah.

00:17:14.786 --> 00:17:15.486
And then what's the deal

00:17:15.506 --> 00:17:16.267
with that mastermind?

00:17:16.307 --> 00:17:16.946
How does that I mean,

00:17:17.027 --> 00:17:17.727
I've never heard of this.

00:17:17.787 --> 00:17:19.428
I've known I know, Eric, I just met you.

00:17:19.448 --> 00:17:19.988
What's the deal?

00:17:20.448 --> 00:17:20.688
Yes,

00:17:20.708 --> 00:17:23.128
I've known Eric from with Hyperice and

00:17:23.709 --> 00:17:24.890
normal tech for many years,

00:17:25.549 --> 00:17:26.911
and we've always had this

00:17:26.951 --> 00:17:27.990
kind of shared passion

00:17:28.030 --> 00:17:30.152
around helping helping clinics.

00:17:30.951 --> 00:17:33.614
with their cash-based services and retail.

00:17:33.674 --> 00:17:36.016
So what we do is we kind of

00:17:36.056 --> 00:17:38.117
meet with groups of clinics at a time.

00:17:38.137 --> 00:17:39.558
We try to find eight to ten

00:17:39.638 --> 00:17:41.181
that reach out to us to

00:17:41.221 --> 00:17:42.181
reserve their spot.

00:17:42.342 --> 00:17:43.722
And over the course of kind

00:17:43.742 --> 00:17:44.824
of like a six-week period,

00:17:44.864 --> 00:17:45.824
we take them through

00:17:46.164 --> 00:17:47.486
one-hour sessions where

00:17:47.506 --> 00:17:48.747
they are typically on there

00:17:48.767 --> 00:17:50.347
themselves or they can send

00:17:50.407 --> 00:17:52.289
a proxy if they have a conflict,

00:17:52.309 --> 00:17:53.391
but we record everything.

00:17:53.951 --> 00:17:54.791
We go through it,

00:17:54.832 --> 00:17:56.113
we provide feedback and

00:17:56.153 --> 00:17:57.034
tools to kind of get

00:17:57.054 --> 00:17:57.794
through this and put

00:17:57.814 --> 00:18:01.277
together a great system for

00:18:01.457 --> 00:18:02.538
their clinic retail.

00:18:02.897 --> 00:18:04.740
And we did one,

00:18:05.240 --> 00:18:07.602
the initial cohort back in Q four,

00:18:07.622 --> 00:18:09.663
which Rolf Schultz was a part of.

00:18:10.203 --> 00:18:12.705
And they all were great, engaged,

00:18:12.726 --> 00:18:13.125
showed up.

00:18:13.185 --> 00:18:14.207
I think everybody had

00:18:14.267 --> 00:18:15.607
perfect attendance for the most part.

00:18:15.647 --> 00:18:16.909
So that was really nice to see.

00:18:17.289 --> 00:18:18.911
And so now we're looking at

00:18:19.270 --> 00:18:20.132
adding another ten,

00:18:20.192 --> 00:18:21.192
which I think we have.

00:18:21.613 --> 00:18:23.354
uh already um because we

00:18:23.374 --> 00:18:24.334
just came off of brand

00:18:24.374 --> 00:18:25.674
triumph and we had a lot of

00:18:25.714 --> 00:18:27.115
interesting parties so we

00:18:27.155 --> 00:18:27.996
have ten but we're gonna

00:18:28.016 --> 00:18:29.596
look at doing a a parallel

00:18:29.696 --> 00:18:30.917
one so we can run multiple

00:18:31.077 --> 00:18:32.739
at the same time and then

00:18:32.759 --> 00:18:33.660
we're looking at doing a

00:18:33.700 --> 00:18:36.040
kind of a a larger virtual

00:18:36.101 --> 00:18:37.121
kickoff where we can have a

00:18:37.221 --> 00:18:38.501
longer format where people

00:18:38.521 --> 00:18:39.643
can just pick one evening

00:18:40.262 --> 00:18:41.644
and get two to three hours

00:18:41.683 --> 00:18:43.125
of a boot camp done with us

00:18:43.625 --> 00:18:44.605
so but the one that's most

00:18:44.644 --> 00:18:45.326
important is the

00:18:45.905 --> 00:18:48.508
this kind of weekly mastermind.

00:18:48.988 --> 00:18:50.429
And the way to do that is

00:18:50.890 --> 00:18:51.589
just all you have to do is

00:18:51.609 --> 00:18:52.810
go fill out a quick form

00:18:52.851 --> 00:18:54.271
and it reserves a spot for them.

00:18:54.311 --> 00:18:57.574
And it's S-T-O-P-A dot I-N

00:18:58.275 --> 00:18:59.494
forward slash mastermind.

00:18:59.816 --> 00:19:01.977
And I'll make sure you have that as well.

00:19:02.457 --> 00:19:03.698
But that's the easiest way to do it.

00:19:04.439 --> 00:19:04.878
Smart.

00:19:05.199 --> 00:19:05.940
I mean, just smart.

00:19:06.240 --> 00:19:06.460
I mean,

00:19:06.640 --> 00:19:07.740
you said at the beginning of the show,

00:19:07.800 --> 00:19:08.040
right?

00:19:08.161 --> 00:19:09.122
Even if people didn't believe you,

00:19:09.162 --> 00:19:09.521
they're like,

00:19:09.541 --> 00:19:10.742
this guy sells stuff for a living.

00:19:10.762 --> 00:19:11.502
He's going to sell me.

00:19:11.523 --> 00:19:12.084
Yeah.

00:19:12.806 --> 00:19:14.508
You said my real job is education,

00:19:14.788 --> 00:19:15.730
and you just said we're

00:19:15.750 --> 00:19:16.750
doing a mastermind,

00:19:16.810 --> 00:19:18.073
which is PTs are very

00:19:18.113 --> 00:19:18.794
comfortable with this

00:19:18.814 --> 00:19:20.095
because that's college, right?

00:19:20.134 --> 00:19:20.655
A mastermind,

00:19:20.675 --> 00:19:21.237
you get a bunch of people

00:19:21.257 --> 00:19:22.157
together who don't know something,

00:19:22.557 --> 00:19:23.219
and you walk through as a

00:19:23.278 --> 00:19:25.602
cohort for mutual success.

00:19:25.922 --> 00:19:27.183
If people wanted to reach you directly,

00:19:27.924 --> 00:19:28.905
Paul, and wanted to find out more,

00:19:28.945 --> 00:19:29.846
not just about the mastermind,

00:19:29.866 --> 00:19:30.827
but about Stop Paying Clinical,

00:19:30.867 --> 00:19:32.170
where would you send them?

00:19:32.430 --> 00:19:33.671
I would actually do it

00:19:33.691 --> 00:19:36.531
through that same email or that same link,

00:19:36.551 --> 00:19:40.413
that stopa.in forward slash mastermind.

00:19:40.894 --> 00:19:42.115
And if for some reason they

00:19:42.134 --> 00:19:43.435
just want to reach out and talk to me,

00:19:43.455 --> 00:19:44.537
they certainly can call me.

00:19:44.757 --> 00:19:46.356
Seriously, I know it's going to be crazy,

00:19:46.376 --> 00:19:47.478
but they can call me anytime.

00:19:47.718 --> 00:19:48.798
We take pride in the fact of

00:19:48.818 --> 00:19:51.279
being available whenever people need us.

00:19:51.339 --> 00:19:53.201
So do you want me to give my

00:19:53.240 --> 00:19:53.820
number right now?

00:19:54.182 --> 00:19:55.102
If you're going to give your number,

00:19:55.122 --> 00:19:55.903
I'll give them my number.

00:19:55.923 --> 00:19:56.442
Yeah, go for it.

00:19:56.980 --> 00:19:57.119
Yeah,

00:19:57.180 --> 00:19:59.682
it's a four four zero three nine six

00:20:00.221 --> 00:20:01.643
four three six one.

00:20:02.383 --> 00:20:04.304
And they can text that number.

00:20:04.324 --> 00:20:06.184
They can call and we can

00:20:06.285 --> 00:20:07.105
jump right into a

00:20:07.165 --> 00:20:08.645
conversation about clinic

00:20:08.685 --> 00:20:09.606
retail or anything else

00:20:09.626 --> 00:20:10.907
that I can do to help out.

00:20:10.988 --> 00:20:11.268
Love it.

00:20:11.288 --> 00:20:11.867
All right, Paul,

00:20:11.887 --> 00:20:12.769
we have a tradition on the show.

00:20:12.788 --> 00:20:14.650
It's called the parting shot.

00:20:15.170 --> 00:20:16.150
It's your last chance for a

00:20:16.210 --> 00:20:18.010
mic drop moment, a soapbox statement.

00:20:18.372 --> 00:20:19.852
What's one one idea,

00:20:19.992 --> 00:20:21.133
one concept you'd want to

00:20:21.173 --> 00:20:22.493
leave with the audience as we wrap up?

00:20:24.036 --> 00:20:24.276
Right.

00:20:24.576 --> 00:20:25.096
So, Mike,

00:20:25.155 --> 00:20:26.176
I got to get a mic drop while

00:20:26.196 --> 00:20:27.436
you're setting some and

00:20:27.537 --> 00:20:28.458
setting me up for either

00:20:28.498 --> 00:20:29.438
success or failure.

00:20:29.498 --> 00:20:29.718
Right.

00:20:29.758 --> 00:20:32.759
So I would say right now

00:20:33.880 --> 00:20:35.099
it's all about creativity

00:20:35.299 --> 00:20:36.861
and people want to have fun

00:20:37.320 --> 00:20:38.020
right at work.

00:20:38.040 --> 00:20:40.541
And they certainly have the

00:20:40.561 --> 00:20:41.643
good days and the bad days.

00:20:41.702 --> 00:20:41.843
But

00:20:42.403 --> 00:20:43.223
The key thing that I would

00:20:43.243 --> 00:20:44.464
challenge everybody with is

00:20:44.525 --> 00:20:46.827
make clinic retail fun, engage your staff,

00:20:46.887 --> 00:20:47.929
empower your staff,

00:20:48.269 --> 00:20:49.451
not just your clinical staff,

00:20:49.490 --> 00:20:51.212
your entire team, your front desk,

00:20:51.673 --> 00:20:53.474
and say, hey, guys, get creative.

00:20:53.836 --> 00:20:54.836
Come up with an idea.

00:20:55.176 --> 00:20:56.499
Throw something crazy out there.

00:20:56.558 --> 00:20:57.160
Decorate.

00:20:57.599 --> 00:20:58.740
know right come up with a

00:20:58.760 --> 00:21:00.663
fun theme we've got some uh

00:21:00.682 --> 00:21:01.763
we're going into spring so

00:21:01.784 --> 00:21:03.806
we've got um people running

00:21:04.066 --> 00:21:05.307
and being more active we've

00:21:05.326 --> 00:21:06.347
got golfers and we've got

00:21:06.387 --> 00:21:07.368
the masters coming whatever

00:21:07.528 --> 00:21:08.609
time this podcast airs I

00:21:08.630 --> 00:21:10.112
don't know but think about

00:21:10.132 --> 00:21:11.173
what's going on around you

00:21:11.192 --> 00:21:12.114
over the next several you

00:21:12.134 --> 00:21:13.515
know several weeks and

00:21:13.595 --> 00:21:15.277
challenge your team to be creative

00:21:16.518 --> 00:21:17.458
When patients come in,

00:21:17.498 --> 00:21:18.598
they see something different,

00:21:18.618 --> 00:21:20.760
meaning they ask questions.

00:21:21.201 --> 00:21:22.040
Get them to ask questions.

00:21:22.082 --> 00:21:24.242
And you guys can text me a

00:21:24.282 --> 00:21:25.784
quick image of that creativity,

00:21:26.545 --> 00:21:27.384
and I'll make sure that

00:21:27.404 --> 00:21:29.145
there's nice prizes for everybody.

00:21:29.547 --> 00:21:31.107
And that's where Hyperice comes in.

00:21:31.147 --> 00:21:32.148
They'll chip in with us,

00:21:32.169 --> 00:21:32.848
and you know all the great

00:21:32.868 --> 00:21:33.609
things that they have.

00:21:33.650 --> 00:21:34.951
So that's my mic drop moment

00:21:35.010 --> 00:21:36.551
is be creative.

00:21:37.152 --> 00:21:38.653
Send in some images of your

00:21:38.712 --> 00:21:41.194
team really going above and beyond,

00:21:41.315 --> 00:21:42.516
and we'll make sure to take care of them.

00:21:43.165 --> 00:21:44.386
I think that also ties this

00:21:44.406 --> 00:21:45.347
whole episode up with the bow,

00:21:45.367 --> 00:21:46.709
which is like, make it yourself.

00:21:46.749 --> 00:21:48.289
So by you adding creativity,

00:21:48.549 --> 00:21:49.391
Paul's telling you,

00:21:49.691 --> 00:21:50.951
do your own version of this.

00:21:50.971 --> 00:21:51.893
There's no real wrong.

00:21:51.932 --> 00:21:53.453
If you believe in it and this is your way,

00:21:53.513 --> 00:21:55.255
do it that way.

00:21:56.016 --> 00:21:57.376
Paul Timko from Stop Pain Clinical.

00:21:57.396 --> 00:21:58.857
Appreciate the time.

00:21:59.417 --> 00:22:00.578
And thanks for making this

00:22:00.939 --> 00:22:01.720
pretty clear and pretty

00:22:01.740 --> 00:22:02.381
easy to understand.

00:22:03.101 --> 00:22:03.682
No, appreciate it.

00:22:03.701 --> 00:22:04.481
Thank you for the time and

00:22:04.501 --> 00:22:05.103
the opportunity.

00:22:05.163 --> 00:22:05.423
Love it.