From 6 to 23 Visits: How Jeremy Sutton Grew His PT Practice with a Local Podcast

WEBVTT

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And we are live.

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Dave Kittle, Tony Meritato.

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Dave, the hair is on point.

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I love it.

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The baseball locks are flowing.

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You know, there is.

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Oh, yes.

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We've got a doubleheader

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this weekend for our eighth graders.

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I'm like, seriously, a doubleheader?

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Okay.

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I had a couple doubleheaders already,

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and I get so sore.

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I need to work more on recovery.

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And my wife jokes that my my

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thirty year old body does

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not respond to

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doubleheaders as well as they used to.

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How many innings do you guys play?

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If it's a doubleheader, it's fourteen.

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So it's seven and seven.

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Okay, that's what our kids are doing,

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seven and seven.

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But I'm also hitting and stealing bases,

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sliding headfirst in the

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second and home played and

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sliding on the turf, getting ripped up.

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So yeah, playing hard.

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They're trying to pick me off at first.

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I'm diving back in on my belly.

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Well,

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this this double header will be ugly

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because our kids have pitch counts.

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They can't pitch more than

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so many pitches per inning per game.

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And, you know,

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we only have like three

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pitchers on the team.

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So it reminded me,

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was it the Dodgers who put

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that guy in who was clearly

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not a pitcher?

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This was all over social media recently.

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Yeah,

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the Dodgers' Quique Hernandez because

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he wore the coaching of first base,

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like the protective helmet

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foam thing on the front.

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So yeah,

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that was a little bit of a viral thing.

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He plays infield and outfield, but yeah,

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he pitched and he always messes around.

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All right.

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So let's jump into today's topics.

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We got two topics at least to start with.

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I want to discuss because I

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want to get your take on

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Joseph Lowe from PT Supply.

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He put out an AI analysis of

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ATI's financial status.

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Basically, we'll look at it,

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but he's saying, you know,

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when is ATI going to go bankrupt?

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And then Lauren Meffin is a

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SLP down in Florida, Gainesville.

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She put out a long form

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sales copy post that I thought, awesome,

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great.

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I love seeing therapists doing this,

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but I want to get some perspective on,

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because I know you have a

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long history in copywriting.

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I'm curious to see if you

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see the same things that I

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see that would be

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recommendations to improve it.

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So I'm going to share

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Joseph's post from LinkedIn.

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Now, Joseph has been on the podcast.

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He knows us.

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We know him.

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Let me pull this out and bring it on.

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Okay.

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forgive my messages along the side,

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but so let's see.

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Joseph basically says,

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I uploaded the ATI-XK into

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ChatGPT and asked it to

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what it thought of them going bankrupt.

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So let's hit a couple.

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So financial red flags from

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said still deeply unprofitable net losses,

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fifty four million,

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slightly improved from

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sixty six million net

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losses in two thousand twenty three.

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I'm going to hit a couple of

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the top ones and then I'll

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come back to you, Dave,

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for some feedback.

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Negative operating cash flow.

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Two thousand twenty four

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operating cash flow was negative.

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Nineteen million dollars is

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the second consecutive year

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of negative cash flow.

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I will say we've gone

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through negative cash flow

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multiple years in a row,

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but we are not ATI.

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Limited liquidity, cash on hand,

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thirty nine million,

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not enough to sustain them long.

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If losses persist,

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current liabilities are one

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hundred and forty one

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million high and rising debt.

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So they're borrowing more

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money long term and L-two.

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I don't know what L-two debt is.

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Five hundred and fifty million.

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Any any feedback so far

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before I keep going?

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Yeah,

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those are all pretty big factors in

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terms of just their size

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and the amount of risk that

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they're carrying,

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like the amount of financial risk.

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So yeah, I mean,

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if you have a negative

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operational cash flow loss, I mean,

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they're covering up the

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current debt payments with

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the cash that's coming in

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from all their current

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patients and all those

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insurance claims and everything.

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But certainly sounds like

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skating on thin ice.

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So, okay.

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Heavily diluted capital structure,

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raised twenty five million

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in a series a declining

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SG&A dropped by dropped to

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nine hundred ninety or

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ninety nine million.

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What's SG&A?

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The administrative expenses.

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So the formal is selling

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comma general comma and

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administrative expenses.

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So just admin costs.

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Oh, okay.

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Positive or neutral indicators.

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Revenue growth,

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net revenue growth grew

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from six hundred ninety

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nine million to seven

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hundred and fifty three million.

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So up seven percent.

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Cost control,

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SG&A and impairment costs are down.

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Cash flow financing from two

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thousand twenty four up

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thirty five million.

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They're still raising money.

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So let me ask you as an investor.

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Go ahead.

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I was going to say that the SG&A,

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it includes things like rent utilities,

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the salaries of the employees,

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the admin employees that

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are not producing the revenue.

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So it is kind of a big part

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of any practice or company.

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So it's anyone in the billing staff.

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It's obviously the rent and the utilities.

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So the overhead,

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it's the rent of all these locations.

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And they probably lease most of them out.

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I don't think they, you know,

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they're in a practice business.

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They're not,

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I doubt they own much of the

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real estate of these practices.

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So that's the SG&A component.

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Maybe Jerry Durham's

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listening and he heard you

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say employees that are not

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generating revenue.

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His ears are burning.

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Yeah, well, technically they're not.

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I mean, they do, but they do indirectly.

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They're not treating a patient,

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filing a claim, get paid for that time,

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that service.

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I get it.

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I get it.

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I know you do.

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Yeah.

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Burn rate net cash used in

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operations and investing

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roughly thirty three

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million in twenty twenty

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four at that pace.

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Thirty nine million in cash

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lasts just over twelve months.

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So, you know,

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they just they don't have the

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sustainability in the deposits.

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When might bankruptcy happen?

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It's hard to say.

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They run out of cash in Q

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one Q two two thousand twenty six.

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So, I mean, the big thing is, you know,

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how are they still raising money?

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And I'm asking you,

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I generally don't know.

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How are they still raising

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money when they're in such

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a kind of dire predicament?

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I don't know, other than bankers who...

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will somehow try to push

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this through their

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underwriting committee and

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their you know the risk

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tolerance and the bankers

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who maybe care more about

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this is this is real stuff

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by the way what I'm about

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to say yeah bank bankers

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who get bonus every

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december they get bonus

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based off of how much money

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they get out the door how

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much money they lend

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And so if a banker or

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bankers are more focused on

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their own personal bonuses,

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maybe they're about to jump

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jobs or whatever,

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this is one potential way

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on how this happens.

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Bankers who care more about

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their bonus and lending out

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this money to a fairly risky company,

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although the company ATI will say, well,

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we have all these locations,

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all these therapists, whatever, like,

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yeah, we have some volatility,

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but you know, we're huge,

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so you can't kill us.

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or it's going to be hard to

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kill us so these bankers

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are like all right we'll

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lend out the money we'll

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put you through the credit

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committee whatever and then

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the bankers get bonus

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because they can somewhat

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influence some of this

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lending to occur uh or or

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whatever investors and

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That's one potential way.

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Of course,

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there's other folks that are

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watching that might have other ideas.

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And I'm sure the thing is

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that there's gonna be many

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different ways on how this could occur.

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The risk tolerance and the

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credit committees are gonna look at,

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all right,

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what's your cash and what's

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your cash coming in?

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And can you pay these

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minimal debt service

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payments moving forward?

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Like if they get more debt,

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they already have debt.

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If they get more debt, like, hey,

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with your current cashflow,

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the way it is,

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if it stays the same,

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can you cover those debt

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service payments of new

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debt that you are asking for?

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You're asking for more money

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and more debt.

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And if they're cashflow can

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cover that debt service,

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that's how more debt could be approved.

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Right.

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So if we put Dave Kittle,

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I'm on the website right now.

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We take Sharon Vitti out of CEO position.

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We put Dave Kittle.

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Are you sharing the screen?

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No, I'm not sharing it.

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This is just I'm talking.

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I put Dave Kittle in its place.

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A little bit of context,

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a little bit of history.

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It says ATI was created in

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nineteen ninety six.

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So we're looking at thirty years,

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almost thirty years.

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They've got eight hundred

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and seventy eight locations

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from when they publish some

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information on their website.

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So Dave comes in as the new interim CEO.

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What are some of the first

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things that you see on the horizon?

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And there's just for fun.

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But, you know, what are we looking at?

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Please.

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uh okay so I mean globally

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at this size of a company

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you need you need you need

00:10:02.330 --> 00:10:03.811
more money coming in and

00:10:03.890 --> 00:10:04.610
less money that you're

00:10:04.630 --> 00:10:05.952
spending right now your

00:10:06.052 --> 00:10:06.793
rents you already signed

00:10:06.812 --> 00:10:08.254
those rents those leases

00:10:08.313 --> 00:10:09.274
right so you sign that so

00:10:09.294 --> 00:10:10.796
that that is what it is

00:10:11.476 --> 00:10:12.138
you're not really gonna

00:10:12.278 --> 00:10:12.878
although you could

00:10:12.918 --> 00:10:14.158
negotiate lease by lease

00:10:14.178 --> 00:10:15.880
and say hey can we get some

00:10:16.120 --> 00:10:17.001
you know rent reduction

00:10:17.042 --> 00:10:18.022
whatever because otherwise

00:10:18.883 --> 00:10:21.065
you might have to have a

00:10:21.144 --> 00:10:22.285
really tough conversation

00:10:22.365 --> 00:10:23.986
with all of your landlords

00:10:24.226 --> 00:10:25.227
and with your teams.

00:10:25.649 --> 00:10:26.828
So if I were the CEO,

00:10:27.330 --> 00:10:28.009
I would probably have a

00:10:28.049 --> 00:10:29.311
tough conversation with all

00:10:29.371 --> 00:10:30.011
the stakeholders,

00:10:30.052 --> 00:10:31.173
everyone that's part of the business.

00:10:31.552 --> 00:10:32.453
I'd go to the landlords.

00:10:32.494 --> 00:10:33.095
I would say, hey,

00:10:34.493 --> 00:10:35.734
We might be out of business

00:10:36.313 --> 00:10:37.134
and you might not be able

00:10:37.154 --> 00:10:38.696
to collect the next five to

00:10:38.735 --> 00:10:39.956
ten years of rent, however,

00:10:40.017 --> 00:10:41.017
or three years or whatever

00:10:41.097 --> 00:10:42.839
the years are remaining on the rent.

00:10:43.599 --> 00:10:44.399
If we totally go out of

00:10:44.419 --> 00:10:45.780
business or if we go into bankruptcy,

00:10:46.100 --> 00:10:48.522
you're not going to have anything.

00:10:48.942 --> 00:10:50.443
So maybe can we...

00:10:51.717 --> 00:10:53.119
re can we re-establish or

00:10:53.639 --> 00:10:54.678
tear up this lease and make

00:10:54.719 --> 00:10:56.039
a new lease you own real

00:10:56.080 --> 00:10:57.441
estate I don't tony so you

00:10:57.480 --> 00:10:58.780
could you have more insight

00:10:58.821 --> 00:10:59.822
on that I would go to the

00:10:59.841 --> 00:11:00.701
landlords I would try to do

00:11:00.741 --> 00:11:01.503
that as much as possible

00:11:01.523 --> 00:11:02.982
get some reduction I would

00:11:03.023 --> 00:11:05.344
get maybe can we can we can

00:11:05.384 --> 00:11:06.504
we just skip some payments

00:11:06.585 --> 00:11:07.345
I don't know like can we

00:11:07.524 --> 00:11:08.686
because if I push if I push

00:11:08.725 --> 00:11:09.566
payments out in the future

00:11:09.586 --> 00:11:10.187
like if we still have to

00:11:10.206 --> 00:11:11.287
pay them anyway like

00:11:11.326 --> 00:11:12.388
eventually that bills come

00:11:12.427 --> 00:11:14.609
and do right so hey can we get

00:11:16.148 --> 00:11:17.409
It's probably not gonna happen, but hey,

00:11:17.470 --> 00:11:18.792
can we get twelve months?

00:11:18.871 --> 00:11:21.294
Can we get twelve months where you just,

00:11:22.056 --> 00:11:24.139
you know, within writing,

00:11:24.219 --> 00:11:25.360
can we just not pay rent

00:11:25.380 --> 00:11:26.081
for the next twelve months?

00:11:26.100 --> 00:11:27.322
I think these are the dire

00:11:27.342 --> 00:11:28.784
things that actually need to happen.

00:11:29.206 --> 00:11:30.386
Then you gotta go to all

00:11:30.407 --> 00:11:31.528
your therapists and you say, hey,

00:11:33.187 --> 00:11:34.889
We're in a really tough situation.

00:11:34.948 --> 00:11:35.849
It's not your fault.

00:11:35.908 --> 00:11:36.529
It's our fault.

00:11:36.649 --> 00:11:37.850
We put ourselves into this,

00:11:38.470 --> 00:11:40.530
the corporate team, the C-suite,

00:11:40.551 --> 00:11:40.831
whatever.

00:11:41.172 --> 00:11:42.172
We put ourselves into this.

00:11:43.493 --> 00:11:45.254
But here's what needs to happen.

00:11:45.573 --> 00:11:47.414
We need to go to a fifty-fifty,

00:11:47.835 --> 00:11:48.815
fifty percent salary,

00:11:48.855 --> 00:11:50.155
fifty percent productivity.

00:11:51.155 --> 00:11:52.336
So whatever your salary is now,

00:11:52.376 --> 00:11:53.798
let's just say for easy numbers,

00:11:55.138 --> 00:11:56.239
if you're at eighty K,

00:11:57.774 --> 00:11:59.235
know your your salary your

00:11:59.254 --> 00:12:00.235
next paycheck is going to

00:12:00.254 --> 00:12:01.115
be you know half of it is

00:12:01.135 --> 00:12:02.735
going to be guaranteed on

00:12:02.755 --> 00:12:03.697
your pay stub and then the

00:12:03.716 --> 00:12:04.336
other half is going to be

00:12:04.356 --> 00:12:05.918
based off of legal and

00:12:05.937 --> 00:12:06.837
compliant billing and

00:12:06.857 --> 00:12:09.178
coding of your visits plus

00:12:10.059 --> 00:12:11.200
the cash based services

00:12:11.240 --> 00:12:12.081
which hopefully they have

00:12:12.120 --> 00:12:13.120
some of the things the the

00:12:13.160 --> 00:12:15.081
compression boots the uh

00:12:15.221 --> 00:12:16.602
remote uh remote

00:12:16.623 --> 00:12:17.722
therapeutic monitoring or

00:12:17.903 --> 00:12:20.004
remote um remote workout

00:12:20.205 --> 00:12:22.566
programming that is totally self-pay or

00:12:24.231 --> 00:12:25.254
any other self-pay things

00:12:25.293 --> 00:12:27.118
like soft tissue work, massage, cupping,

00:12:27.138 --> 00:12:27.498
whatever.

00:12:28.159 --> 00:12:28.760
So you got to go to your

00:12:28.780 --> 00:12:30.023
therapist and try to get buy-in,

00:12:30.043 --> 00:12:30.644
which is going to be

00:12:30.825 --> 00:12:32.267
basically impossible because I don't,

00:12:32.587 --> 00:12:33.450
how many therapists do they have?

00:12:33.610 --> 00:12:35.033
Tens of thousands of therapists.

00:12:35.720 --> 00:12:36.059
I don't know.

00:12:36.080 --> 00:12:36.299
I mean,

00:12:36.340 --> 00:12:37.760
if they have eight hundred and

00:12:37.921 --> 00:12:40.341
something locations, you have to assume,

00:12:40.361 --> 00:12:41.243
you know, they've got.

00:12:41.523 --> 00:12:41.863
Yeah.

00:12:42.403 --> 00:12:42.823
Multiple.

00:12:42.844 --> 00:12:43.524
Yeah.

00:12:43.563 --> 00:12:45.345
They have thousand therapists.

00:12:45.365 --> 00:12:46.164
So you're going to you're

00:12:46.184 --> 00:12:46.705
going to lose some

00:12:46.725 --> 00:12:47.666
therapists because some of them are,

00:12:47.865 --> 00:12:48.666
you know, probably.

00:12:49.346 --> 00:12:49.767
I don't know.

00:12:49.787 --> 00:12:50.466
Maybe a third.

00:12:50.547 --> 00:12:50.826
I don't know.

00:12:50.846 --> 00:12:52.687
Like maybe twenty five to

00:12:52.707 --> 00:12:54.229
thirty percent are going to

00:12:54.249 --> 00:12:55.190
take the resume and they're

00:12:55.210 --> 00:12:56.590
going to go look for home health jobs,

00:12:56.629 --> 00:12:57.370
sniff jobs, whatever.

00:12:58.331 --> 00:12:59.893
so then you then you maybe

00:13:00.092 --> 00:13:00.955
save some money there

00:13:01.475 --> 00:13:02.616
unfortunately and then the

00:13:02.636 --> 00:13:03.518
rest of the therapists have

00:13:03.557 --> 00:13:05.399
to agree to some fifty

00:13:05.440 --> 00:13:08.043
fifty compensation or if

00:13:08.062 --> 00:13:09.284
you want to get you want to

00:13:09.304 --> 00:13:10.547
get super aggressive and

00:13:10.626 --> 00:13:12.149
really like if you are

00:13:12.188 --> 00:13:13.529
about to take on water like

00:13:13.549 --> 00:13:15.993
the titanic tomorrow you

00:13:16.013 --> 00:13:16.793
could just say hey

00:13:18.159 --> 00:13:19.061
No more salaries.

00:13:19.240 --> 00:13:22.883
You are strictly on a paid per unit basis,

00:13:22.903 --> 00:13:23.724
just like Fox Rehab.

00:13:23.744 --> 00:13:25.725
We're going to pay you per unit,

00:13:26.405 --> 00:13:27.447
whatever the dollar amount is.

00:13:28.366 --> 00:13:30.448
Last I heard, Fox Rehab was around sixteen,

00:13:30.469 --> 00:13:31.850
seventeen, eighteen dollars a unit.

00:13:33.072 --> 00:13:35.913
I think that's what I've heard.

00:13:35.953 --> 00:13:38.014
So that's another way to

00:13:38.775 --> 00:13:40.517
decrease the fixed cost of salaries,

00:13:40.897 --> 00:13:42.077
only pay people based off

00:13:42.097 --> 00:13:42.839
of their production.

00:13:43.479 --> 00:13:45.600
And maybe, I doubt it,

00:13:45.701 --> 00:13:47.241
but maybe you could save

00:13:47.282 --> 00:13:48.482
this Titanic from sinking.

00:13:49.322 --> 00:13:51.725
All right, Justin, special guest.

00:13:51.804 --> 00:13:53.025
Look at this guy.

00:13:53.385 --> 00:13:56.148
Jeremy Sutton.

00:13:56.168 --> 00:13:57.308
Jeremy, how's it going?

00:13:58.408 --> 00:13:59.009
It's going great.

00:13:59.049 --> 00:13:59.490
How are y'all?

00:14:00.410 --> 00:14:01.071
Outstanding.

00:14:03.374 --> 00:14:04.094
I want to finish that

00:14:04.134 --> 00:14:05.855
conversation about ATI when

00:14:05.895 --> 00:14:06.836
Jeremy is finished,

00:14:06.876 --> 00:14:08.399
because I want to come back

00:14:08.438 --> 00:14:09.740
to that and share some

00:14:09.799 --> 00:14:11.020
alternative suggestions.

00:14:11.542 --> 00:14:13.143
Jeremy is here because

00:14:13.182 --> 00:14:14.784
before we started the show today,

00:14:14.884 --> 00:14:16.826
Dave and I were talking about marketing,

00:14:16.866 --> 00:14:17.908
marketing strategies.

00:14:18.408 --> 00:14:19.429
And one of the things that

00:14:19.470 --> 00:14:21.150
Jeremy is doing is he's

00:14:21.171 --> 00:14:22.231
doing these interviews.

00:14:23.594 --> 00:14:24.333
Just, you know,

00:14:24.695 --> 00:14:26.275
people are asking what's

00:14:26.336 --> 00:14:28.136
working for mobile therapy right now.

00:14:28.197 --> 00:14:30.158
Now you're doing kind of a hybrid model,

00:14:30.198 --> 00:14:30.599
Jeremy.

00:14:30.639 --> 00:14:31.580
You've got mobile,

00:14:31.620 --> 00:14:33.241
but you also are working

00:14:33.282 --> 00:14:36.183
with a concierge physician.

00:14:36.504 --> 00:14:38.265
Talk to us about anything

00:14:38.306 --> 00:14:39.726
that you see right now

00:14:39.767 --> 00:14:41.447
today that's working for

00:14:41.488 --> 00:14:43.429
you in building your brand,

00:14:43.450 --> 00:14:44.610
building your business and

00:14:44.650 --> 00:14:45.892
getting new patient referrals.

00:14:46.869 --> 00:14:48.750
Yeah, I'm sorry, Tony, that you cut out.

00:14:48.769 --> 00:14:49.791
My earbuds weren't working,

00:14:49.850 --> 00:14:51.072
but I think you said talk

00:14:51.091 --> 00:14:52.092
to us about how you're

00:14:52.113 --> 00:14:52.972
getting these referrals, right?

00:14:53.494 --> 00:14:54.094
Absolutely.

00:14:56.755 --> 00:14:59.317
Okay, perfect.

00:14:59.337 --> 00:15:00.298
Yeah, so I've done podcasts.

00:15:00.339 --> 00:15:00.999
I think I've interviewed

00:15:01.078 --> 00:15:02.059
over three or four hundred

00:15:02.120 --> 00:15:03.221
people at this point in the

00:15:03.260 --> 00:15:04.162
last eight years.

00:15:04.922 --> 00:15:06.403
So that's really my bread

00:15:06.423 --> 00:15:07.203
and butter as far as

00:15:07.264 --> 00:15:09.806
meeting people in schools.

00:15:12.004 --> 00:15:13.184
and you know you had talked

00:15:13.205 --> 00:15:14.625
about multiple times going

00:15:14.666 --> 00:15:15.625
and talking to doctors and

00:15:15.666 --> 00:15:18.346
so really really my kind of

00:15:18.366 --> 00:15:19.326
my mo was just hey I'm

00:15:19.346 --> 00:15:20.006
going to interview you for

00:15:20.047 --> 00:15:21.748
forty five minutes and

00:15:21.827 --> 00:15:22.528
we're going to talk about

00:15:22.548 --> 00:15:23.567
whatever but I know with

00:15:23.587 --> 00:15:24.548
these orthopedic surgeons

00:15:24.568 --> 00:15:25.568
they may not have forty

00:15:25.589 --> 00:15:26.889
five minutes so I started

00:15:26.908 --> 00:15:27.668
reaching out to the ones I

00:15:27.688 --> 00:15:29.470
kind of knew and said hey

00:15:29.850 --> 00:15:31.070
do you have fifteen minutes

00:15:31.090 --> 00:15:32.171
to answer four or five

00:15:32.211 --> 00:15:33.130
questions and they were

00:15:33.171 --> 00:15:34.831
like yeah absolutely and so

00:15:34.850 --> 00:15:36.511
that's what I've done and um

00:15:37.153 --> 00:15:38.474
gone to them and I've done

00:15:38.494 --> 00:15:39.434
it with three or four

00:15:39.455 --> 00:15:40.414
orthopedic surgeons.

00:15:40.855 --> 00:15:42.317
And I think I've done four

00:15:42.356 --> 00:15:43.398
concierge doctors.

00:15:43.937 --> 00:15:46.480
But the third concierge

00:15:46.500 --> 00:15:47.900
doctor I did was Dr. Natalia,

00:15:48.400 --> 00:15:50.043
Dr. Natalia Laura Geese and her sister,

00:15:50.082 --> 00:15:50.923
Dr. Victoria.

00:15:51.563 --> 00:15:52.683
And we just hit it off.

00:15:52.725 --> 00:15:53.804
I took my wife with me.

00:15:53.845 --> 00:15:54.826
It was on a Saturday.

00:15:54.966 --> 00:15:55.506
It was weird.

00:15:55.567 --> 00:15:56.527
I think I've told you this, Tony.

00:15:56.586 --> 00:15:57.168
I'm like,

00:15:57.187 --> 00:15:58.107
you're not going with me to meet

00:15:58.149 --> 00:15:58.928
another professional.

00:15:59.168 --> 00:15:59.789
What's going on?

00:15:59.830 --> 00:16:01.030
And she's like, we don't have kids.

00:16:01.630 --> 00:16:02.491
So anyway, we went.

00:16:03.312 --> 00:16:05.072
um they loved monica thank

00:16:05.092 --> 00:16:06.514
god which everybody does

00:16:06.774 --> 00:16:08.794
and uh and yeah we just hit

00:16:08.835 --> 00:16:09.695
it off there like I told

00:16:09.715 --> 00:16:12.017
him I did tai chi and uh

00:16:12.037 --> 00:16:13.817
which was the truth but not

00:16:13.856 --> 00:16:14.697
really because I hadn't

00:16:14.717 --> 00:16:15.817
done it in a long time um

00:16:16.839 --> 00:16:18.700
and so I I ended up leading

00:16:18.740 --> 00:16:20.921
tai chi for five minutes at

00:16:20.980 --> 00:16:23.201
a yoga uh seminar they were

00:16:23.221 --> 00:16:24.283
doing and then they asked

00:16:24.322 --> 00:16:25.702
me to come on and then it

00:16:25.743 --> 00:16:26.964
turned into we you know see

00:16:27.083 --> 00:16:27.985
some patients with us will

00:16:28.004 --> 00:16:29.065
you come in our office will

00:16:29.085 --> 00:16:30.025
you be here two or three

00:16:30.046 --> 00:16:31.365
days a week so it really

00:16:31.405 --> 00:16:32.626
just from that one interview

00:16:33.419 --> 00:16:34.640
um man they have given me so

00:16:34.681 --> 00:16:36.201
many patients in the last

00:16:36.361 --> 00:16:37.864
year and I just looked

00:16:37.923 --> 00:16:39.345
yesterday and I had I have

00:16:39.485 --> 00:16:40.645
seventeen leads that I've

00:16:40.686 --> 00:16:41.866
gotten since april the

00:16:41.927 --> 00:16:43.248
first and I've closed

00:16:43.427 --> 00:16:45.188
thirteen of them so it's

00:16:45.229 --> 00:16:47.010
like amazing it's just it's

00:16:47.030 --> 00:16:48.131
just been huge I mean I was

00:16:48.432 --> 00:16:50.572
I was going from you know

00:16:50.693 --> 00:16:52.455
not I was seeing six to

00:16:52.514 --> 00:16:53.495
eight people a week or six

00:16:53.515 --> 00:16:54.336
to eight visits a week and

00:16:54.355 --> 00:16:54.996
then last week I had

00:16:55.057 --> 00:16:56.398
eighteen or two weeks ago

00:16:56.418 --> 00:16:57.359
at eighteen last week I had

00:16:57.379 --> 00:16:58.158
twenty one this week I have

00:16:58.198 --> 00:16:59.259
twenty three so it's just

00:16:59.299 --> 00:17:00.100
been amazing wow

00:17:02.677 --> 00:17:03.697
So shout out to Tony,

00:17:03.716 --> 00:17:05.618
because this is Tony Meritato's.

00:17:06.439 --> 00:17:07.640
He's been doing this for three, four,

00:17:07.680 --> 00:17:08.381
five something years.

00:17:08.401 --> 00:17:09.340
This is his idea.

00:17:10.882 --> 00:17:11.663
And I just want to give him

00:17:11.682 --> 00:17:13.084
a shout out because he's so humble.

00:17:13.124 --> 00:17:14.124
But this is Tony,

00:17:14.144 --> 00:17:14.765
you did this with

00:17:14.805 --> 00:17:16.086
orthopedic surgeons in Ohio.

00:17:16.605 --> 00:17:17.287
And Jeremy,

00:17:17.606 --> 00:17:18.707
the reason why you're on today

00:17:18.767 --> 00:17:19.548
is not only just because

00:17:19.567 --> 00:17:20.449
you're a friend of the show

00:17:20.509 --> 00:17:22.309
and you're one of our colleagues,

00:17:22.349 --> 00:17:23.269
one of our tight colleagues,

00:17:23.310 --> 00:17:24.711
but also because you take

00:17:24.750 --> 00:17:25.811
these ideas and then you

00:17:25.852 --> 00:17:26.772
actually implement them.

00:17:26.792 --> 00:17:26.972
Yeah.

00:17:27.515 --> 00:17:30.124
And you actually go out and do it.

00:17:30.705 --> 00:17:31.808
And not everything works,

00:17:31.849 --> 00:17:32.893
but this is obviously working.

00:17:33.645 --> 00:17:34.707
Yeah.

00:17:34.747 --> 00:17:35.928
Jeremy is the best example

00:17:35.968 --> 00:17:37.148
of somebody who executes

00:17:37.189 --> 00:17:38.329
and he's not afraid to try

00:17:38.390 --> 00:17:40.131
stuff and he just goes out and does it.

00:17:40.211 --> 00:17:42.373
Dave, this goes back to PT Tech Talks.

00:17:42.833 --> 00:17:45.315
Rob Vining and Dave Kittle, the originals,

00:17:45.355 --> 00:17:46.296
the OGs.

00:17:46.796 --> 00:17:48.017
We talked about doing

00:17:48.037 --> 00:17:49.959
physician interviews back in like.

00:17:50.078 --> 00:17:50.358
Wow.

00:17:50.378 --> 00:17:52.160
Two thousand seven or something.

00:17:52.181 --> 00:17:52.881
It's crazy.

00:17:53.801 --> 00:17:55.123
But Jeremy, back to you.

00:17:55.522 --> 00:17:58.144
So give us the actual like you.

00:17:58.325 --> 00:17:59.685
You kind of glossed over.

00:17:59.705 --> 00:18:02.548
You reached out to physicians, orthopedic.

00:18:03.088 --> 00:18:04.212
How did you reach out?

00:18:04.232 --> 00:18:04.895
Did you call?

00:18:04.996 --> 00:18:05.980
Did you send a letter?

00:18:06.019 --> 00:18:07.747
Like, what exactly did you do?

00:18:08.788 --> 00:18:10.628
yeah so most of them I sent

00:18:10.648 --> 00:18:13.089
a facebook message to you

00:18:13.190 --> 00:18:14.810
uh oh directly yeah

00:18:14.830 --> 00:18:16.111
directly away from the

00:18:16.151 --> 00:18:18.010
gatekeepers yeah I don't I

00:18:18.030 --> 00:18:19.392
just bypassed the gate you

00:18:19.412 --> 00:18:21.152
can't the gatekeepers and I

00:18:21.251 --> 00:18:22.853
don't don't coincide very I

00:18:22.873 --> 00:18:25.913
don't know um so the the

00:18:25.972 --> 00:18:27.993
doctor dr natalia I had no

00:18:28.314 --> 00:18:29.054
no connection with him

00:18:29.114 --> 00:18:31.515
whatsoever so I just you

00:18:31.535 --> 00:18:32.674
know did a google search

00:18:32.734 --> 00:18:34.214
concierge because they it's

00:18:34.255 --> 00:18:35.415
either concierge or direct

00:18:35.435 --> 00:18:36.215
primary care here

00:18:36.655 --> 00:18:38.038
And there used to be just two.

00:18:38.117 --> 00:18:39.940
Now there's thirty, which is great for me.

00:18:41.040 --> 00:18:43.103
So you're in you're you're in Louisiana.

00:18:44.605 --> 00:18:45.465
There's two hundred and

00:18:45.506 --> 00:18:46.626
fifty thousand people

00:18:46.748 --> 00:18:47.788
around this area here.

00:18:48.449 --> 00:18:49.150
But but small.

00:18:50.050 --> 00:18:50.571
Wow.

00:18:50.612 --> 00:18:51.011
Yeah.

00:18:51.772 --> 00:18:52.773
So there's,

00:18:52.794 --> 00:18:54.855
there's literally from where

00:18:54.875 --> 00:18:55.797
I'm sitting at a park,

00:18:56.057 --> 00:18:57.419
a half mile from my kid's school,

00:18:57.538 --> 00:18:59.461
my concierge doctor is like

00:18:59.540 --> 00:19:00.602
a hundred yards this way.

00:19:00.682 --> 00:19:02.183
And there's two more in the

00:19:02.223 --> 00:19:03.365
same complex that he's in.

00:19:03.986 --> 00:19:05.186
Um, and it's, it's insane.

00:19:05.548 --> 00:19:07.249
Um, but so yeah, with her,

00:19:07.328 --> 00:19:07.950
I just reached out,

00:19:08.009 --> 00:19:09.070
sent their business page,

00:19:09.090 --> 00:19:09.832
a Facebook message.

00:19:10.224 --> 00:19:11.405
And I learned this from Will Boyd,

00:19:11.445 --> 00:19:12.967
who's the master at everything.

00:19:13.508 --> 00:19:15.569
And it was so basically I

00:19:15.690 --> 00:19:16.830
always give them an out.

00:19:17.230 --> 00:19:18.571
I say, hey, my name is Jeremy Sutton.

00:19:18.612 --> 00:19:19.732
I have this local podcast

00:19:19.772 --> 00:19:21.255
where I interview the best doctors,

00:19:21.315 --> 00:19:22.536
business owners here in town.

00:19:23.155 --> 00:19:24.297
I would love to highlight

00:19:24.317 --> 00:19:25.618
you on my podcast.

00:19:26.019 --> 00:19:28.540
We're going to take five to thirty minutes,

00:19:28.580 --> 00:19:29.382
however I say it.

00:19:29.781 --> 00:19:31.163
And then I'm just going to

00:19:31.202 --> 00:19:32.003
ask you questions.

00:19:32.484 --> 00:19:33.645
I am perfectly fine sending

00:19:33.665 --> 00:19:35.106
you the questions before time.

00:19:35.567 --> 00:19:36.268
So you know what I'm going

00:19:36.288 --> 00:19:37.650
to ask you so there's no surprises.

00:19:37.730 --> 00:19:38.691
It's not live.

00:19:38.891 --> 00:19:40.553
I will edit it if you have any issues.

00:19:40.973 --> 00:19:41.615
And by the way,

00:19:41.755 --> 00:19:42.816
I know you're super busy

00:19:42.855 --> 00:19:43.817
trying to change the world

00:19:43.856 --> 00:19:45.239
or trying to do total hips

00:19:45.278 --> 00:19:46.279
or whatever it is they're doing.

00:19:46.520 --> 00:19:48.262
So if you don't have time, no problem.

00:19:48.363 --> 00:19:48.903
God bless you.

00:19:48.923 --> 00:19:49.544
Have a great day.

00:19:49.604 --> 00:19:50.806
And that's basically the

00:19:50.846 --> 00:19:52.528
message I send every single person.

00:19:53.663 --> 00:19:54.903
Because they have an out.

00:19:55.183 --> 00:19:57.505
You're not trying to be overbearing.

00:19:57.964 --> 00:19:58.424
Actually,

00:19:59.085 --> 00:20:00.965
this is the first year that I've

00:20:01.026 --> 00:20:02.267
had people say no.

00:20:02.487 --> 00:20:03.126
In the past,

00:20:03.646 --> 00:20:05.087
I don't think I asked anybody

00:20:05.107 --> 00:20:05.667
that said no.

00:20:05.728 --> 00:20:06.909
Well, maybe one or two,

00:20:06.929 --> 00:20:08.308
but it's been more people

00:20:08.509 --> 00:20:09.950
either just ignore me or say no,

00:20:09.990 --> 00:20:10.589
but who cares?

00:20:10.869 --> 00:20:12.570
I've got forty-something episodes.

00:20:13.931 --> 00:20:14.672
It's working.

00:20:16.311 --> 00:20:17.633
Dave, the screenshot yesterday,

00:20:17.692 --> 00:20:18.653
somebody found one of the

00:20:18.692 --> 00:20:19.634
concierge doctors here

00:20:19.693 --> 00:20:21.713
locally through a short I

00:20:21.815 --> 00:20:22.755
posted on YouTube.

00:20:23.134 --> 00:20:23.694
And so Dave said,

00:20:23.714 --> 00:20:24.695
I hope you screenshotted that.

00:20:24.756 --> 00:20:26.156
I sent it to him and his wife, Dave,

00:20:26.757 --> 00:20:28.218
because I knew he wouldn't respond.

00:20:28.278 --> 00:20:29.298
And she was like, dude, you're awesome.

00:20:29.357 --> 00:20:29.857
We love you.

00:20:30.699 --> 00:20:32.700
So yeah, that's what I've been doing.

00:20:32.819 --> 00:20:33.799
And it's been working.

00:20:35.340 --> 00:20:36.461
And so what is the

00:20:36.501 --> 00:20:38.002
distribution like for you?

00:20:38.403 --> 00:20:39.022
You do this.

00:20:39.083 --> 00:20:40.683
Well, let's do the mechanics of it.

00:20:40.743 --> 00:20:42.204
Are you doing it in person?

00:20:42.224 --> 00:20:44.145
Because I can't believe you do that.

00:20:44.306 --> 00:20:46.007
I don't have the confidence to do that.

00:20:47.207 --> 00:20:48.387
But for the listeners,

00:20:48.428 --> 00:20:49.347
are you doing it in person?

00:20:49.387 --> 00:20:50.489
Are you doing through Zoom?

00:20:50.588 --> 00:20:52.009
Is it audio only video?

00:20:52.069 --> 00:20:52.529
What is it?

00:20:53.762 --> 00:20:54.624
Oh, it's whatever.

00:20:55.304 --> 00:20:57.224
Most of them have been in person.

00:20:57.286 --> 00:20:57.625
However,

00:20:57.645 --> 00:20:59.146
I can get a conversation with these guys.

00:21:00.307 --> 00:21:00.508
You know,

00:21:00.567 --> 00:21:01.848
most of them have been in person.

00:21:01.949 --> 00:21:03.730
And so I have a little

00:21:03.950 --> 00:21:04.891
microphone that I hate.

00:21:04.951 --> 00:21:05.851
I ordered a new one because

00:21:05.872 --> 00:21:06.491
this one's horrible.

00:21:06.932 --> 00:21:10.275
But I go the first orthopedic surgeon.

00:21:10.775 --> 00:21:12.355
I sat on a stool and he sat

00:21:12.395 --> 00:21:14.217
on a chair in one of his exam rooms.

00:21:14.617 --> 00:21:16.038
I take my tripod that's in

00:21:16.058 --> 00:21:16.858
the back of the truck right

00:21:16.898 --> 00:21:18.019
now with my iPhone and

00:21:18.492 --> 00:21:20.334
I record it on the iPhone

00:21:21.315 --> 00:21:22.835
and then I record the sound

00:21:22.855 --> 00:21:24.215
on my laptop because I lost

00:21:24.276 --> 00:21:25.676
a podcast episode one time

00:21:25.696 --> 00:21:26.517
and I still think it's the

00:21:26.537 --> 00:21:27.877
greatest episode I ever recorded.

00:21:28.818 --> 00:21:30.839
But but and I never got that guy back.

00:21:30.859 --> 00:21:32.520
So I do offer an in-person.

00:21:33.430 --> 00:21:35.671
And then also if they can't

00:21:35.711 --> 00:21:37.330
make that happen, we'll do zoom.

00:21:37.391 --> 00:21:38.911
So whatever is best for them,

00:21:38.971 --> 00:21:40.632
because like I'm on their time.

00:21:40.692 --> 00:21:40.872
Right.

00:21:41.112 --> 00:21:43.132
I'm just, I'm trying, I am,

00:21:43.432 --> 00:21:45.012
I am trying to get something from them,

00:21:45.053 --> 00:21:46.012
but I am serving them as

00:21:46.053 --> 00:21:47.614
well by talking about them

00:21:47.673 --> 00:21:49.334
and posting it to everywhere.

00:21:49.913 --> 00:21:52.035
Um, but yeah, I mean,

00:21:52.734 --> 00:21:54.375
just whatever they need me to do,

00:21:54.595 --> 00:21:55.915
I'm perfectly okay doing it.

00:21:55.976 --> 00:21:57.756
I've had two people offer me, um,

00:21:58.016 --> 00:22:01.037
podcast studios here in town and, um,

00:22:01.743 --> 00:22:02.645
I haven't taken them up on

00:22:02.665 --> 00:22:04.048
it because I have I have

00:22:04.088 --> 00:22:04.930
trouble with like

00:22:05.290 --> 00:22:06.732
committing to the same thing every day,

00:22:06.854 --> 00:22:07.494
which is why I want to have

00:22:07.515 --> 00:22:07.996
my own business.

00:22:08.016 --> 00:22:08.616
I want to be able to do what

00:22:08.656 --> 00:22:09.317
I want when I want it.

00:22:09.798 --> 00:22:12.183
And so I have gotten rid of

00:22:12.263 --> 00:22:13.286
all the things where I have

00:22:13.306 --> 00:22:14.528
to be here Monday at twelve.

00:22:15.211 --> 00:22:15.310
Um,

00:22:15.391 --> 00:22:16.711
and so the podcast studio is kind of

00:22:16.751 --> 00:22:17.412
the same thing.

00:22:17.451 --> 00:22:19.192
And it's, um, honestly,

00:22:19.232 --> 00:22:20.673
I've been so busy the last few weeks.

00:22:20.712 --> 00:22:22.094
I haven't been able to do an episode.

00:22:22.153 --> 00:22:23.773
And so I gotta, I gotta get somebody,

00:22:23.794 --> 00:22:24.374
I have one,

00:22:24.413 --> 00:22:25.174
but the doctor won't let me

00:22:25.194 --> 00:22:26.454
release it for a couple more weeks.

00:22:26.474 --> 00:22:29.355
Cause he's got something going on,

00:22:29.375 --> 00:22:29.736
but it's cool.

00:22:29.836 --> 00:22:30.176
It's cool.

00:22:30.817 --> 00:22:31.757
And so the people that are

00:22:31.797 --> 00:22:32.876
watching that are like, yeah,

00:22:32.896 --> 00:22:34.498
but I don't have any subscribers.

00:22:34.557 --> 00:22:36.378
I don't have any watchers or listeners.

00:22:36.398 --> 00:22:36.479
Yeah.

00:22:37.298 --> 00:22:38.980
What, what's your, where did you start?

00:22:39.119 --> 00:22:40.821
What are you doing right now

00:22:40.882 --> 00:22:42.702
in terms of like, what's your audience?

00:22:43.282 --> 00:22:43.844
Oh my gosh.

00:22:44.344 --> 00:22:45.484
So another,

00:22:45.724 --> 00:22:47.405
another marketing type of

00:22:47.445 --> 00:22:48.446
business person I met here

00:22:48.467 --> 00:22:49.428
in town asked me,

00:22:49.928 --> 00:22:51.989
what was my goal for my podcast?

00:22:52.028 --> 00:22:52.589
And I was like,

00:22:53.903 --> 00:22:54.564
meet doctors.

00:22:54.763 --> 00:22:56.846
I mean, I don't, who cares?

00:22:57.728 --> 00:22:58.709
And so she's like trying to

00:22:58.729 --> 00:22:59.550
get me to do all this other

00:22:59.570 --> 00:23:00.491
stuff to grow the audience.

00:23:00.511 --> 00:23:01.833
So I would say that,

00:23:02.294 --> 00:23:03.715
so I had the servant PT podcast.

00:23:03.756 --> 00:23:04.817
I had two other podcasts.

00:23:05.157 --> 00:23:06.138
This is the lowest

00:23:06.179 --> 00:23:08.020
downloaded podcast I've ever had,

00:23:08.082 --> 00:23:09.723
which bothers me to a certain extent,

00:23:09.763 --> 00:23:10.163
but also,

00:23:10.845 --> 00:23:13.106
not really but I started I

00:23:13.146 --> 00:23:14.147
started a youtube channel

00:23:14.268 --> 00:23:15.969
over probably like in

00:23:16.028 --> 00:23:17.710
february of last year I

00:23:17.730 --> 00:23:18.471
think I had forty

00:23:18.490 --> 00:23:19.652
subscribers until we did

00:23:19.692 --> 00:23:21.794
the march madness um I've

00:23:21.874 --> 00:23:22.874
looked I've gained fifty

00:23:22.894 --> 00:23:23.855
subscribers in the last

00:23:23.934 --> 00:23:24.736
month so I'm starting to

00:23:24.756 --> 00:23:27.337
get some momentum there uh

00:23:27.844 --> 00:23:28.364
I think I'm up to one

00:23:28.403 --> 00:23:29.365
hundred and thirty three.

00:23:29.484 --> 00:23:30.885
You know, I'm starting to grow TikTok,

00:23:30.905 --> 00:23:32.207
Facebook, Instagram, LinkedIn,

00:23:32.227 --> 00:23:32.807
all this stuff.

00:23:32.866 --> 00:23:34.827
And so I'm just shoving stuff out,

00:23:34.847 --> 00:23:36.308
you know, two to three videos a day.

00:23:36.648 --> 00:23:37.549
Very short, you know,

00:23:37.589 --> 00:23:38.851
thirty seconds to four minutes.

00:23:39.451 --> 00:23:40.731
And I just know it's going

00:23:40.751 --> 00:23:42.313
to get momentum eventually.

00:23:43.173 --> 00:23:44.513
And yeah, I mean,

00:23:45.355 --> 00:23:46.234
I'm just trying to really

00:23:46.275 --> 00:23:47.296
talk to local people.

00:23:47.796 --> 00:23:48.076
Yeah.

00:23:49.829 --> 00:23:51.492
jimmy mckay jumping in from

00:23:51.772 --> 00:23:53.134
possibly thirty thousand

00:23:53.476 --> 00:23:54.938
feet saying it's the

00:23:55.078 --> 00:23:57.061
ultimate olive branch he

00:23:57.142 --> 00:23:58.384
also said size doesn't

00:23:58.443 --> 00:23:59.685
matter that's what she said

00:24:04.356 --> 00:24:04.616
Jeremy,

00:24:04.656 --> 00:24:06.317
are you posting these on YouTube

00:24:06.417 --> 00:24:08.218
under a healthy SBC?

00:24:08.317 --> 00:24:08.818
It looks like.

00:24:09.378 --> 00:24:09.699
Yes.

00:24:09.878 --> 00:24:10.679
And I haven't,

00:24:10.719 --> 00:24:12.059
I haven't posted a podcast

00:24:12.079 --> 00:24:13.220
video in a few weeks.

00:24:13.880 --> 00:24:14.680
Um, I've still,

00:24:14.740 --> 00:24:16.540
I've still been posting them on iTunes,

00:24:17.101 --> 00:24:18.142
but, uh, to be honest,

00:24:18.182 --> 00:24:19.521
my Mac book is a thousand

00:24:19.541 --> 00:24:20.402
years old and it takes

00:24:20.422 --> 00:24:21.782
forever to upload it at my house.

00:24:22.423 --> 00:24:23.883
Um, but I need to get the rest of those,

00:24:23.903 --> 00:24:25.564
but yes, it's all on healthy SBC.

00:24:25.983 --> 00:24:26.064
Um,

00:24:28.250 --> 00:24:29.692
Any of these physicians who

00:24:29.811 --> 00:24:32.112
didn't reply the first time,

00:24:32.173 --> 00:24:33.393
have you sent a second or

00:24:33.432 --> 00:24:35.753
third outreach either different ways?

00:24:35.773 --> 00:24:35.933
Like,

00:24:35.993 --> 00:24:37.534
so if you went through Facebook Messenger,

00:24:37.894 --> 00:24:39.234
have you tried different approaches?

00:24:39.335 --> 00:24:41.515
LinkedIn, you know, I don't know,

00:24:41.575 --> 00:24:42.776
through their gatekeepers,

00:24:42.796 --> 00:24:43.516
have you tried other

00:24:43.556 --> 00:24:44.756
approaches to try to send

00:24:44.776 --> 00:24:47.737
them a second or third reach out?

00:24:48.436 --> 00:24:48.876
And if so,

00:24:48.896 --> 00:24:49.917
do you say the same thing or you

00:24:49.958 --> 00:24:50.738
say something different?

00:24:51.824 --> 00:24:54.605
Um, sometimes I say, no,

00:24:54.665 --> 00:24:55.766
I usually say something different.

00:24:55.945 --> 00:24:58.768
So I'll say, Hey, um, you know,

00:24:58.847 --> 00:24:59.807
I know you're busy.

00:24:59.887 --> 00:25:01.128
Like if I see that they've seen it,

00:25:02.056 --> 00:25:03.316
Like I had one physician,

00:25:03.395 --> 00:25:04.416
a concierge physician say, yeah,

00:25:04.436 --> 00:25:05.116
I'd love to be on your

00:25:05.156 --> 00:25:08.738
podcast and then kind of ghosted me.

00:25:09.298 --> 00:25:10.798
And so I've reached back out

00:25:10.817 --> 00:25:12.137
and he's just ignored it every time.

00:25:12.178 --> 00:25:13.759
And so I've got a different approach.

00:25:13.778 --> 00:25:14.439
I'm probably going to send

00:25:14.479 --> 00:25:16.138
him a bobblehead of himself and say, hey,

00:25:16.219 --> 00:25:17.539
I'd love to talk to you

00:25:17.579 --> 00:25:18.799
about how I can help your

00:25:18.839 --> 00:25:19.720
patients or what.

00:25:19.799 --> 00:25:20.880
I don't know what I'm going to do.

00:25:21.000 --> 00:25:21.721
That's my idea.

00:25:21.800 --> 00:25:22.901
And I had that bobblehead

00:25:23.000 --> 00:25:24.161
ordered and I didn't order it one day.

00:25:24.181 --> 00:25:24.540
I don't know.

00:25:24.800 --> 00:25:26.862
But anyway, to answer your question, so.

00:25:28.262 --> 00:25:30.684
The two of the most recent

00:25:30.704 --> 00:25:31.866
orthopedic surgeons are in

00:25:31.886 --> 00:25:32.788
the same group.

00:25:33.428 --> 00:25:34.529
And so basically,

00:25:34.589 --> 00:25:35.611
I got the other one's

00:25:35.651 --> 00:25:37.031
information from one.

00:25:37.432 --> 00:25:39.194
And so sometimes I'll say, hey,

00:25:39.214 --> 00:25:40.476
do you recommend anybody

00:25:40.576 --> 00:25:42.097
else for me to interview?

00:25:42.678 --> 00:25:43.058
There you go.

00:25:43.078 --> 00:25:43.679
I always do that.

00:25:43.819 --> 00:25:45.381
But yeah, I'll reach out.

00:25:45.401 --> 00:25:46.321
Three-way text message.

00:25:46.362 --> 00:25:47.523
Hey, Dr. A. Yes.

00:25:48.064 --> 00:25:48.904
You were on my show.

00:25:48.964 --> 00:25:50.566
You said you loved it and blah, blah,

00:25:50.586 --> 00:25:50.986
blah.

00:25:51.766 --> 00:25:53.508
And then, you know, you know, Dr. B,

00:25:53.748 --> 00:25:55.429
you said that he would be good on video.

00:25:55.769 --> 00:25:57.569
Can you send can you send us

00:25:57.650 --> 00:25:58.931
a three way text message or

00:25:58.971 --> 00:26:02.012
three way email to loop in Dr. B?

00:26:02.073 --> 00:26:03.113
Now it's coming from Dr. A.

00:26:03.133 --> 00:26:04.314
It's not even coming from you.

00:26:04.433 --> 00:26:04.713
Yeah.

00:26:04.753 --> 00:26:06.596
The second one in the group.

00:26:06.895 --> 00:26:08.237
So I knew the first one that

00:26:08.277 --> 00:26:08.737
I interviewed.

00:26:08.777 --> 00:26:09.917
So he grew up with a good

00:26:09.938 --> 00:26:11.157
friend of mine really close

00:26:11.198 --> 00:26:12.078
to where I where I am.

00:26:12.526 --> 00:26:13.846
And so that was kind of my end with him.

00:26:13.885 --> 00:26:15.567
But I have seen all of their patients,

00:26:15.686 --> 00:26:15.906
you know,

00:26:15.946 --> 00:26:17.247
because I've been here for sixteen years.

00:26:17.267 --> 00:26:18.307
So I've seen all their patients.

00:26:19.087 --> 00:26:20.107
But these doctors that I

00:26:20.127 --> 00:26:21.669
started interviewing have

00:26:21.808 --> 00:26:23.068
only been practicing for

00:26:23.108 --> 00:26:24.069
five years or less,

00:26:24.250 --> 00:26:25.369
which is good because now

00:26:25.750 --> 00:26:26.549
all the doctors that I've

00:26:26.569 --> 00:26:27.411
been seeing patients for

00:26:27.451 --> 00:26:28.310
years are starting to get

00:26:28.351 --> 00:26:29.270
ready to retire.

00:26:29.691 --> 00:26:30.352
So I want to build

00:26:30.372 --> 00:26:31.832
relationships with the new guys.

00:26:31.951 --> 00:26:33.332
And so that's really who I'm targeting.

00:26:33.752 --> 00:26:34.952
And the second one said.

00:26:35.373 --> 00:26:35.492
man,

00:26:35.532 --> 00:26:36.894
I'd love for you to just interview the

00:26:36.933 --> 00:26:38.035
whole staff at once.

00:26:38.134 --> 00:26:38.836
And I was like, yes,

00:26:38.935 --> 00:26:39.957
when can we set that up?

00:26:40.356 --> 00:26:41.038
Like tomorrow?

00:26:41.157 --> 00:26:41.857
Cause I can be right.

00:26:41.877 --> 00:26:43.700
I can, we can do it now.

00:26:43.720 --> 00:26:45.141
So, yeah.

00:26:45.161 --> 00:26:47.942
Hey, so real quick, I just went on Amazon.

00:26:48.222 --> 00:26:49.904
You can buy a custom bobble

00:26:49.944 --> 00:26:52.906
head that matches the person.

00:26:53.468 --> 00:26:54.729
It's seventy nine dollars.

00:26:54.969 --> 00:26:56.849
Dave and I have talked about not bad,

00:26:56.910 --> 00:26:58.411
not bad, not bad.

00:26:58.771 --> 00:26:59.412
That I mean,

00:26:59.471 --> 00:27:00.732
seventy dollars to get

00:27:00.772 --> 00:27:01.493
something like that.

00:27:01.534 --> 00:27:02.615
That's incredible.

00:27:02.654 --> 00:27:02.734
Yeah.

00:27:03.035 --> 00:27:05.076
I love that idea before we

00:27:05.115 --> 00:27:06.777
let you go real quick.

00:27:07.257 --> 00:27:08.457
So I've seen you posting and

00:27:08.497 --> 00:27:10.117
I know you told me off air

00:27:10.637 --> 00:27:12.719
some shockwave stuff that you're doing.

00:27:13.038 --> 00:27:14.519
Tell tell us a little bit

00:27:14.559 --> 00:27:15.881
about how that's going,

00:27:16.060 --> 00:27:17.101
what you're doing with that.

00:27:17.781 --> 00:27:18.021
Yeah.

00:27:18.041 --> 00:27:19.801
So we just started that this week.

00:27:20.542 --> 00:27:22.604
I just posted a just so

00:27:22.784 --> 00:27:23.983
you're the gracious host.

00:27:24.003 --> 00:27:26.345
Y'all had shared his Facebook ads with me.

00:27:26.444 --> 00:27:27.665
So I'm going to start right now.

00:27:28.614 --> 00:27:30.314
Will Boyd, the man, my brother,

00:27:30.354 --> 00:27:32.035
who I text all the time and

00:27:32.055 --> 00:27:32.815
tell him how much I love

00:27:32.835 --> 00:27:33.595
him and how awesome he is.

00:27:33.615 --> 00:27:36.476
But he shared the Facebook

00:27:36.516 --> 00:27:38.096
ads he's running out in Phoenix.

00:27:38.155 --> 00:27:39.096
And so I'm going to start.

00:27:39.236 --> 00:27:40.896
I've run Facebook ads before here.

00:27:41.656 --> 00:27:43.396
We didn't get a good response out of them.

00:27:44.577 --> 00:27:45.837
That was actually took me to

00:27:45.857 --> 00:27:47.018
a house and I texted a

00:27:47.038 --> 00:27:47.657
picture of my wife.

00:27:47.678 --> 00:27:48.878
I was like, hey, I'm going in this house.

00:27:48.939 --> 00:27:49.378
That's where I am.

00:27:50.750 --> 00:27:52.011
But we're going to start

00:27:52.051 --> 00:27:54.375
doing that pretty heavily next week.

00:27:54.994 --> 00:27:55.776
Either I'm going to run the

00:27:55.855 --> 00:27:56.517
ads or the doctor.

00:27:56.537 --> 00:27:57.518
So I'm partnering with

00:27:57.557 --> 00:27:58.538
another concierge doctor

00:27:58.578 --> 00:28:00.119
here in town who originally

00:28:00.300 --> 00:28:02.423
bought it to treat ED.

00:28:03.022 --> 00:28:04.464
And he's just not having a

00:28:04.505 --> 00:28:06.446
very good response to marketing that.

00:28:07.047 --> 00:28:08.127
And he's like,

00:28:08.167 --> 00:28:08.969
it's been sitting in my

00:28:09.028 --> 00:28:10.711
office for six months.

00:28:10.750 --> 00:28:11.551
Nobody's touched it.

00:28:12.432 --> 00:28:13.234
Wow.

00:28:13.275 --> 00:28:15.459
So I went Wednesday.

00:28:15.538 --> 00:28:16.460
I had somebody who's a

00:28:16.500 --> 00:28:17.782
client of mine say he was coming,

00:28:17.823 --> 00:28:19.286
but he was stuck at work.

00:28:19.326 --> 00:28:20.367
And so I ended up treating

00:28:20.407 --> 00:28:21.490
their front office staff.

00:28:21.509 --> 00:28:22.692
He was having some knee issues.

00:28:23.806 --> 00:28:24.905
And I did twelve hundred

00:28:24.967 --> 00:28:26.487
shocks to her to the one to

00:28:26.527 --> 00:28:28.048
the medial one to posterior knee.

00:28:28.528 --> 00:28:29.347
And she was like,

00:28:29.367 --> 00:28:30.388
I feel better because that

00:28:30.409 --> 00:28:31.328
was that was the only time

00:28:31.348 --> 00:28:32.088
I've ever used one.

00:28:32.148 --> 00:28:33.410
So I said, hey, come in here.

00:28:33.470 --> 00:28:34.690
Let's just see how this works.

00:28:35.230 --> 00:28:36.230
But I'm excited about that.

00:28:36.290 --> 00:28:37.131
I think that's going to turn

00:28:37.171 --> 00:28:39.031
into something big because, you know,

00:28:39.251 --> 00:28:40.251
the people that I see at

00:28:40.271 --> 00:28:41.413
the other concierge at Dr.

00:28:41.432 --> 00:28:42.212
Natalia's office,

00:28:42.492 --> 00:28:43.473
they're doing all the med

00:28:43.493 --> 00:28:44.493
spa things there.

00:28:44.993 --> 00:28:46.474
And it's just it's a thing

00:28:46.654 --> 00:28:47.734
that's tangible that I can

00:28:47.775 --> 00:28:48.635
show people and say, hey,

00:28:48.715 --> 00:28:49.635
this is really cool.

00:28:49.695 --> 00:28:50.616
It click, click, click, click, click.

00:28:50.656 --> 00:28:51.757
And, you know, you're feeling it.

00:28:52.265 --> 00:28:53.766
And so I think it's going to be awesome.

00:28:53.965 --> 00:28:55.926
And I'm honestly probably

00:28:55.946 --> 00:28:57.688
that's the only marketing

00:28:57.708 --> 00:28:58.728
I'm going to do as far as

00:28:58.748 --> 00:29:00.868
running ads just to that

00:29:00.888 --> 00:29:01.750
for a couple of months and

00:29:01.769 --> 00:29:02.390
see how it goes.

00:29:02.410 --> 00:29:03.450
But I think that could be

00:29:03.490 --> 00:29:05.030
something where I partner

00:29:05.050 --> 00:29:06.491
with him for maybe four to

00:29:06.531 --> 00:29:07.692
six months and then end up

00:29:07.752 --> 00:29:10.094
getting a machine myself because

00:29:10.933 --> 00:29:11.555
you know, we're going to,

00:29:11.595 --> 00:29:12.515
we're doing a fifty fifty

00:29:12.535 --> 00:29:13.856
split and I'm super excited

00:29:13.896 --> 00:29:15.238
that he's letting me use his machine.

00:29:15.637 --> 00:29:16.659
But at the end of the day,

00:29:16.919 --> 00:29:18.840
if we're marketing it and it's working,

00:29:18.861 --> 00:29:19.520
then I'm like, well,

00:29:19.821 --> 00:29:20.863
why would I take fifty?

00:29:20.923 --> 00:29:21.603
And he knows that too.

00:29:21.623 --> 00:29:22.483
So it's not a big deal.

00:29:22.844 --> 00:29:23.805
But yeah, I'm excited about it.

00:29:24.865 --> 00:29:25.606
All right, buddy.

00:29:25.626 --> 00:29:26.847
Well, hey, I know you're busy.

00:29:26.907 --> 00:29:27.907
I know you're in the car.

00:29:28.108 --> 00:29:29.569
Go enjoy the rest of your day.

00:29:29.589 --> 00:29:31.030
Thanks so much for joining us.

00:29:31.571 --> 00:29:31.971
Thank you.

00:29:32.031 --> 00:29:33.333
I finally made it on a morning show.

00:29:33.393 --> 00:29:35.755
I'm big now.

00:29:35.815 --> 00:29:36.455
See you guys later.

00:29:36.756 --> 00:29:37.497
Dr. Jeremy Sutton.

00:29:37.517 --> 00:29:38.297
Dr. Jeremy Sutton.

00:29:38.317 --> 00:29:38.897
Thank you so much.

00:29:40.509 --> 00:29:40.990
All right.

00:29:41.050 --> 00:29:44.436
What a great human that guy is.

00:29:44.497 --> 00:29:45.699
Love the accent.

00:29:46.404 --> 00:29:47.164
Absolutely.

00:29:47.385 --> 00:29:49.686
Going back to ATI real quick,

00:29:51.067 --> 00:29:52.067
I think the biggest thing,

00:29:52.327 --> 00:29:53.548
and you hit it in a couple

00:29:53.628 --> 00:29:55.970
of what you said, was, hey,

00:29:56.009 --> 00:29:57.990
we need cash right now.

00:29:58.030 --> 00:29:59.291
We need cash today.

00:29:59.471 --> 00:30:00.853
I can go out and borrow cash,

00:30:00.873 --> 00:30:01.792
but it's going to cost me a

00:30:01.913 --> 00:30:03.614
crap ton of percentage

00:30:04.055 --> 00:30:05.596
because we look so bad on

00:30:05.615 --> 00:30:06.455
the balance sheet.

00:30:06.996 --> 00:30:08.096
What can I do with

00:30:14.339 --> 00:30:16.040
I took a concept from Seth Godin.

00:30:16.080 --> 00:30:17.622
He had shared this years ago.

00:30:17.781 --> 00:30:19.083
He said, you know, basically,

00:30:19.323 --> 00:30:21.464
we're not in health care.

00:30:21.565 --> 00:30:22.644
We are in finance.

00:30:23.205 --> 00:30:24.606
We are financing.

00:30:25.227 --> 00:30:26.528
We're taking patients.

00:30:27.594 --> 00:30:30.136
We're delivering a service to the patient.

00:30:30.717 --> 00:30:32.077
We are covering the cost of

00:30:32.117 --> 00:30:34.200
that service in a third party payer model,

00:30:34.461 --> 00:30:36.201
not your model.

00:30:36.343 --> 00:30:39.164
We're financing the patient's recovery,

00:30:39.526 --> 00:30:40.886
we're paying the therapist,

00:30:41.007 --> 00:30:41.667
and then we're waiting

00:30:41.728 --> 00:30:42.848
another fifteen to thirty

00:30:42.888 --> 00:30:44.269
days before the insurance

00:30:44.309 --> 00:30:45.230
company pays us.

00:30:45.270 --> 00:30:47.452
So we are ultimately a finance company.

00:30:48.193 --> 00:30:50.095
That's a failing model when

00:30:50.115 --> 00:30:51.214
you're running out of cash.

00:30:51.674 --> 00:30:53.175
I can't be a bank if I don't

00:30:53.195 --> 00:30:54.215
have money to lend.

00:30:54.757 --> 00:30:57.617
So how do I switch that to, okay,

00:30:57.657 --> 00:30:59.057
now I need money now.

00:30:59.479 --> 00:31:00.778
This is where you get into,

00:31:00.959 --> 00:31:02.180
I'm selling packages.

00:31:02.640 --> 00:31:04.000
I'm selling services.

00:31:04.480 --> 00:31:06.161
I'm creating a digital footprint,

00:31:06.201 --> 00:31:07.882
which they're doing some of that stuff.

00:31:09.042 --> 00:31:10.463
I love the idea of looking

00:31:10.544 --> 00:31:12.046
at what Weight Watchers did.

00:31:12.366 --> 00:31:12.626
You know,

00:31:12.686 --> 00:31:14.028
Weight Watchers was a failing

00:31:14.067 --> 00:31:14.848
business model.

00:31:14.929 --> 00:31:16.111
Their stock price went from

00:31:16.131 --> 00:31:17.192
one hundred dollars a share

00:31:17.251 --> 00:31:18.532
down to a dollar a share.

00:31:19.173 --> 00:31:21.376
They made a pivot to say, hey,

00:31:21.436 --> 00:31:22.637
we can't sustain.

00:31:23.219 --> 00:31:23.979
Let's go out.

00:31:24.079 --> 00:31:25.701
Let's get a bunch of physicians in.

00:31:25.862 --> 00:31:29.486
Let's go GLP one or whatever GLP blockers.

00:31:30.066 --> 00:31:31.548
And let's go where the money is.

00:31:32.048 --> 00:31:33.148
And now they have people

00:31:33.189 --> 00:31:34.431
that are coming in that are

00:31:34.471 --> 00:31:37.314
driving payments first in

00:31:37.453 --> 00:31:39.195
hundreds of dollars instead

00:31:39.236 --> 00:31:40.416
of the ten or fifteen

00:31:40.457 --> 00:31:41.917
dollar a month memberships

00:31:41.938 --> 00:31:44.240
that they used to sell.

00:31:44.441 --> 00:31:46.603
Their stock is at seventy

00:31:46.663 --> 00:31:49.125
seven cents a share right now.

00:31:49.145 --> 00:31:49.865
Holy moly.

00:31:49.926 --> 00:31:51.708
So even that might not have helped.

00:31:51.788 --> 00:31:52.128
I don't know.

00:31:52.634 --> 00:31:54.236
It will too little too late, you know,

00:31:54.296 --> 00:31:56.419
so like you're late to the party,

00:31:56.880 --> 00:31:58.821
but there are, again,

00:31:58.882 --> 00:32:00.984
going back to other models

00:32:01.165 --> 00:32:03.307
that I think the physical

00:32:03.327 --> 00:32:05.330
therapy business can look at and,

00:32:05.631 --> 00:32:08.875
and kind of take lessons from, um,

00:32:09.355 --> 00:32:09.936
But yeah,

00:32:10.037 --> 00:32:11.417
I think the key to ATI is

00:32:11.458 --> 00:32:13.179
turnaround if it ever happens.

00:32:13.239 --> 00:32:14.619
And maybe it's a cultural thing.

00:32:14.640 --> 00:32:15.640
That's not going to happen.

00:32:16.280 --> 00:32:17.741
But it's, hey,

00:32:17.942 --> 00:32:20.063
we need to stop financing

00:32:20.343 --> 00:32:22.023
everybody else's service

00:32:22.104 --> 00:32:23.726
and we need to get payments up front.

00:32:24.046 --> 00:32:24.826
How do we do that?

00:32:24.865 --> 00:32:26.007
How do we bring money in the

00:32:26.047 --> 00:32:28.808
door today and then give

00:32:28.848 --> 00:32:30.230
the services down the road?

00:32:30.430 --> 00:32:31.651
And that's a big thing with

00:32:31.711 --> 00:32:33.291
Alex Hermosi and a lot of

00:32:34.152 --> 00:32:35.373
the guys on social media

00:32:35.393 --> 00:32:36.334
and what they're preaching.

00:32:36.894 --> 00:32:37.694
They're like, look,

00:32:37.714 --> 00:32:40.257
you need high profit to sustain.

00:32:40.396 --> 00:32:44.199
You need profit now to make this work.

00:32:44.239 --> 00:32:46.080
So that would be probably where I go.

00:32:46.101 --> 00:32:47.582
And I would just look at

00:32:47.602 --> 00:32:49.182
we've got thousands,

00:32:49.643 --> 00:32:51.105
tens of thousands of visits

00:32:51.144 --> 00:32:52.365
going on weekly.

00:32:53.279 --> 00:32:55.080
What do these people need right now?

00:32:55.382 --> 00:32:56.342
They need supplements.

00:32:56.742 --> 00:32:58.463
They need shockwave.

00:32:58.483 --> 00:32:59.565
They need pain relief.

00:32:59.585 --> 00:33:00.526
They need things that they

00:33:00.546 --> 00:33:01.686
are willing to pay for

00:33:01.727 --> 00:33:03.208
beyond just what insurance

00:33:03.248 --> 00:33:04.269
is going to reimburse for.

00:33:05.128 --> 00:33:06.529
That's where I would put all

00:33:06.589 --> 00:33:08.332
of my efforts into.

00:33:08.811 --> 00:33:10.473
But it's a big cultural shift.

00:33:10.733 --> 00:33:12.195
I don't think therapists want to do it.

00:33:12.576 --> 00:33:13.998
I think you get a lot of resistance.

00:33:14.038 --> 00:33:14.878
Therapists aren't going to

00:33:14.898 --> 00:33:15.920
be the salespeople.

00:33:16.381 --> 00:33:18.103
So this is where you bring

00:33:18.123 --> 00:33:20.025
in a sales force that is

00:33:20.085 --> 00:33:21.467
dedicated to selling the

00:33:21.507 --> 00:33:22.907
things that patients want

00:33:23.368 --> 00:33:24.529
because the therapists are

00:33:24.569 --> 00:33:25.832
not going to be the ones to do it.

00:33:26.965 --> 00:33:28.227
And if you brought a Salesforce in,

00:33:28.247 --> 00:33:29.007
you got to pay them,

00:33:29.067 --> 00:33:29.948
although they would

00:33:29.988 --> 00:33:30.949
probably be fine with a

00:33:30.969 --> 00:33:31.888
hundred percent commission,

00:33:32.269 --> 00:33:32.869
but then you're still

00:33:32.910 --> 00:33:34.230
paying them whatever the commission is.

00:33:34.270 --> 00:33:34.790
Then you got to pay the

00:33:34.810 --> 00:33:37.432
therapist to actually do the service,

00:33:37.452 --> 00:33:38.413
fulfill the service.

00:33:39.094 --> 00:33:41.715
And so the admin staff that are indirectly,

00:33:41.756 --> 00:33:43.096
but not producing revenue.

00:33:43.596 --> 00:33:46.159
ATI, as of right now, today, May first,

00:33:46.519 --> 00:33:47.299
twenty twenty five,

00:33:47.380 --> 00:33:48.800
ATI stock price at eighty

00:33:48.861 --> 00:33:49.780
four cents a share.

00:33:50.261 --> 00:33:51.182
Over the past five years,

00:33:51.221 --> 00:33:53.243
it's down ninety nine point

00:33:53.544 --> 00:33:54.805
eighty three percent.

00:33:55.585 --> 00:33:56.566
Holy moly.

00:33:59.884 --> 00:34:00.763
I mean,

00:34:00.784 --> 00:34:02.204
we've seen how many countless

00:34:02.244 --> 00:34:04.305
businesses have we seen go that way?

00:34:04.546 --> 00:34:04.885
You know,

00:34:04.905 --> 00:34:07.086
they just they they shrink until

00:34:07.105 --> 00:34:08.347
they eventually disappear.

00:34:11.248 --> 00:34:11.527
All right.

00:34:11.648 --> 00:34:12.987
And anything else about that

00:34:13.088 --> 00:34:16.289
before we go off on to a

00:34:16.369 --> 00:34:18.489
different post that Lauren

00:34:18.530 --> 00:34:19.369
Meffin had shared?

00:34:20.231 --> 00:34:21.010
Yeah, let's jump to that.

00:34:22.797 --> 00:34:24.157
Shoot, I just had it up here.

00:34:24.277 --> 00:34:25.679
Let me grab it real quick.

00:34:26.239 --> 00:34:28.221
So I have been sharing,

00:34:28.260 --> 00:34:30.202
just for context before I share my screen,

00:34:30.362 --> 00:34:31.543
I've been sharing a bunch

00:34:31.623 --> 00:34:33.503
of long form sales copy.

00:34:34.744 --> 00:34:36.005
I'm going this direction a

00:34:36.025 --> 00:34:37.085
little more heavily.

00:34:38.005 --> 00:34:39.407
Jeremy Sutton's doing some

00:34:39.447 --> 00:34:40.367
of this as well.

00:34:41.228 --> 00:34:43.769
So the idea is building a narrative,

00:34:43.809 --> 00:34:44.610
building a story.

00:34:44.630 --> 00:34:47.052
Okay, I'm going to share this.

00:34:48.708 --> 00:34:51.313
You guys already saw this screenshot,

00:34:51.833 --> 00:34:53.817
I think, last time we were on.

00:34:54.657 --> 00:34:55.860
Let me get it over here.

00:34:56.481 --> 00:34:58.244
This is just talking about

00:34:58.623 --> 00:34:59.865
spouses that fall,

00:34:59.965 --> 00:35:01.728
non-emergency fall recovery,

00:35:01.789 --> 00:35:02.469
things like that.

00:35:03.851 --> 00:35:05.672
I had said publicly,

00:35:05.773 --> 00:35:07.755
my goal is not to sell that,

00:35:07.855 --> 00:35:09.556
but if somebody is going to buy it,

00:35:09.835 --> 00:35:10.896
I will deliver it.

00:35:11.416 --> 00:35:13.077
But my goal is just to get it out there.

00:35:13.518 --> 00:35:15.159
I looked at the numbers yesterday,

00:35:15.699 --> 00:35:16.639
and that post,

00:35:16.960 --> 00:35:18.340
just a static photo

00:35:18.882 --> 00:35:21.342
generated image by AI and long form,

00:35:21.784 --> 00:35:24.425
over six thousand views, all organic,

00:35:24.525 --> 00:35:25.425
nothing paid yet.

00:35:26.726 --> 00:35:29.708
Lauren shared a post that she had created.

00:35:29.748 --> 00:35:31.769
So Lauren is an amazing SLP.

00:35:31.829 --> 00:35:33.170
She's down in Gainesville.

00:35:34.072 --> 00:35:35.211
I won't read the whole thing,

00:35:35.552 --> 00:35:37.074
but let me hit a little bit of it.

00:35:37.554 --> 00:35:39.014
So it says, quote,

00:35:39.034 --> 00:35:40.635
are you or a loved one

00:35:40.695 --> 00:35:42.737
experiencing choking, coughing,

00:35:42.876 --> 00:35:44.717
difficulty swallowing at home?

00:35:45.838 --> 00:35:47.179
First, right off the bat,

00:35:47.300 --> 00:35:49.300
what do you think of that opening line,

00:35:49.360 --> 00:35:49.661
Dave?

00:35:49.681 --> 00:35:49.762
Yeah.

00:35:54.833 --> 00:35:57.514
Yeah, it's not the best.

00:35:59.735 --> 00:36:01.215
It's more of a descriptor

00:36:01.235 --> 00:36:02.036
instead of a question.

00:36:02.097 --> 00:36:03.898
I mean, does it end in a question mark?

00:36:04.478 --> 00:36:05.878
It does, a question mark.

00:36:05.898 --> 00:36:06.298
So it says,

00:36:06.579 --> 00:36:08.460
are you or a loved one

00:36:09.000 --> 00:36:10.740
experiencing choking, coughing,

00:36:10.780 --> 00:36:12.461
or difficulty swallowing at home?

00:36:14.235 --> 00:36:15.976
I mean, well, one thing is like, you're,

00:36:15.996 --> 00:36:16.916
you're asking like,

00:36:17.137 --> 00:36:17.737
are the parents

00:36:17.777 --> 00:36:18.996
experiencing the swallowing

00:36:19.036 --> 00:36:21.657
issues or is it, you're asking the forty,

00:36:21.677 --> 00:36:22.998
fifty year old that their,

00:36:23.137 --> 00:36:24.137
their mother or father has

00:36:24.458 --> 00:36:25.398
the coughing issue or is

00:36:25.418 --> 00:36:26.177
this a pediatric thing?

00:36:26.277 --> 00:36:27.297
Is this for your children?

00:36:27.699 --> 00:36:29.898
So it's like, it's asking multiple,

00:36:29.998 --> 00:36:32.199
it's asking the reader like

00:36:32.458 --> 00:36:33.739
multiple different people

00:36:33.760 --> 00:36:34.300
in their family.

00:36:34.340 --> 00:36:35.300
Like instead of just like,

00:36:36.139 --> 00:36:37.739
does your son or daughter cough?

00:36:38.079 --> 00:36:38.820
Does your son or daughter

00:36:38.840 --> 00:36:40.521
have coughing or swallowing issues?

00:36:41.434 --> 00:36:43.275
Like this post, like,

00:36:43.576 --> 00:36:44.976
is it for the pediatric

00:36:45.617 --> 00:36:46.838
child or is it for the

00:36:46.898 --> 00:36:50.300
parents of the decision maker who's forty,

00:36:50.340 --> 00:36:51.382
fifty, sixty years old?

00:36:51.442 --> 00:36:52.543
So right there,

00:36:52.563 --> 00:36:54.123
like it's asking for you to

00:36:54.164 --> 00:36:56.606
consider multiple people in your family.

00:36:56.686 --> 00:36:58.126
So that's a little unclear.

00:36:58.771 --> 00:36:59.231
Yeah, I agree.

00:36:59.251 --> 00:37:01.634
I would say it's not specific enough.

00:37:02.193 --> 00:37:03.335
I would look at it more

00:37:03.375 --> 00:37:05.376
direct to have you noticed

00:37:05.396 --> 00:37:06.876
your mom or dad choking

00:37:06.916 --> 00:37:09.438
when they sip morning coffee?

00:37:10.518 --> 00:37:12.079
Have you noticed, what does it say,

00:37:12.119 --> 00:37:13.260
coughing difficulties?

00:37:13.621 --> 00:37:15.242
Have you noticed your mom

00:37:15.322 --> 00:37:16.943
gagging when she takes a

00:37:17.003 --> 00:37:17.902
bite of a sandwich?

00:37:18.163 --> 00:37:20.284
Or your mom who had a stroke,

00:37:20.945 --> 00:37:22.686
is she now coughing more,

00:37:22.746 --> 00:37:23.887
choking more when she's

00:37:23.927 --> 00:37:25.467
trying to drink coffee?

00:37:26.547 --> 00:37:27.969
I don't want to say thin liquids,

00:37:28.009 --> 00:37:28.909
but that's what's coming to

00:37:28.949 --> 00:37:29.951
my mind because thin

00:37:30.010 --> 00:37:32.492
liquids is professional jargon.

00:37:32.652 --> 00:37:32.952
You know,

00:37:33.072 --> 00:37:34.735
it's something that they would

00:37:34.815 --> 00:37:35.856
actually be drinking.

00:37:36.315 --> 00:37:38.217
So I make it water, water, tea.

00:37:38.297 --> 00:37:39.478
Yeah, yeah.

00:37:39.498 --> 00:37:42.581
I make it person person specific, you know,

00:37:42.681 --> 00:37:44.483
as much more granular.

00:37:45.182 --> 00:37:46.164
So it says, quote,

00:37:46.264 --> 00:37:48.184
are you or your or a loved

00:37:48.344 --> 00:37:49.846
one experiencing choking, coughing,

00:37:49.885 --> 00:37:51.286
difficulty swallowing at home?

00:37:51.927 --> 00:37:53.849
Our comprehensive in-home

00:37:53.929 --> 00:37:55.610
swallowing evaluation

00:37:55.670 --> 00:37:57.971
brings expert care directly to you.

00:37:58.391 --> 00:38:01.112
No travel, no wait time, no waiting rooms,

00:38:01.572 --> 00:38:02.853
just personalized support

00:38:02.974 --> 00:38:03.934
in your own environment.

00:38:05.768 --> 00:38:07.128
just think it's too vague still.

00:38:07.510 --> 00:38:09.170
You know, it's, it's too general.

00:38:09.251 --> 00:38:10.713
It's, it's clearly an ad.

00:38:10.773 --> 00:38:13.114
It's clearly like, give me the story.

00:38:13.135 --> 00:38:15.157
And this is what I try to do when I'm,

00:38:15.516 --> 00:38:17.539
when I'm coaxing chat GBT

00:38:17.559 --> 00:38:19.681
to generate the sales copy,

00:38:20.521 --> 00:38:22.003
I give it specific things.

00:38:22.043 --> 00:38:24.684
So I never had a family

00:38:24.724 --> 00:38:25.826
member who had a stroke,

00:38:26.106 --> 00:38:27.608
but I did have a family member,

00:38:27.648 --> 00:38:29.429
my mom who had fallen and

00:38:29.730 --> 00:38:32.132
who had a brain bleed, who, you know,

00:38:32.211 --> 00:38:33.293
had repeated falls.

00:38:34.012 --> 00:38:35.773
And I know what I was

00:38:35.853 --> 00:38:38.335
thinking when I was going through that.

00:38:38.856 --> 00:38:40.717
I know that my mom would

00:38:40.757 --> 00:38:42.139
never do fall prevention,

00:38:42.318 --> 00:38:44.360
even if she had just fallen.

00:38:44.920 --> 00:38:46.983
She had just tripped over something.

00:38:47.063 --> 00:38:48.684
She would say, oh, it's no big deal.

00:38:48.704 --> 00:38:49.844
It was just an accident.

00:38:50.264 --> 00:38:50.465
Like,

00:38:50.605 --> 00:38:52.005
these are the things that I would

00:38:52.025 --> 00:38:53.947
want to bring into the narrative.

00:38:54.708 --> 00:38:55.989
So for somebody,

00:38:56.409 --> 00:38:57.909
I think you're talking and

00:38:58.110 --> 00:38:59.731
I'm completely ignorant to this.

00:38:59.751 --> 00:39:00.572
So forgive me.

00:39:01.251 --> 00:39:03.393
OK, so what is important here?

00:39:03.413 --> 00:39:04.753
Well, it's going to be a mom.

00:39:05.175 --> 00:39:06.896
It's going to be a mom who had a stroke.

00:39:07.315 --> 00:39:08.496
It's going to be a mom who's

00:39:08.556 --> 00:39:10.117
choking when she drinks her

00:39:10.197 --> 00:39:11.739
morning coffee with toast.

00:39:13.059 --> 00:39:13.500
Why?

00:39:13.639 --> 00:39:16.300
You know, why would she want to do this?

00:39:17.382 --> 00:39:20.103
Because she's embarrassed.

00:39:20.403 --> 00:39:21.824
She stopped going out with

00:39:21.885 --> 00:39:23.606
her her gal pals.

00:39:23.646 --> 00:39:24.847
She's not doing the things

00:39:24.867 --> 00:39:25.827
that she used to do.

00:39:26.528 --> 00:39:28.429
And she also, you know,

00:39:28.769 --> 00:39:30.050
has never seen anybody.

00:39:30.090 --> 00:39:30.931
She's never talked to

00:39:31.012 --> 00:39:32.512
anybody about something like this.

00:39:32.572 --> 00:39:33.614
These are the things that I

00:39:33.634 --> 00:39:34.313
would bring in.

00:39:34.914 --> 00:39:36.536
What what are you thinking

00:39:37.737 --> 00:39:39.358
in related to relation to this?

00:39:41.661 --> 00:39:41.981
I agree.

00:39:42.021 --> 00:39:43.681
I do love the bringing in a story.

00:39:43.742 --> 00:39:44.643
I think that might be the

00:39:44.682 --> 00:39:47.784
biggest component where you're saying,

00:39:47.824 --> 00:39:49.505
you know, either, you know, Mary,

00:39:49.925 --> 00:39:51.606
we had a client, we had a family member,

00:39:51.887 --> 00:39:53.306
you know, I know what this is like.

00:39:53.367 --> 00:39:54.228
We had, you know,

00:39:54.327 --> 00:39:55.789
someone in our family or whatever,

00:39:55.869 --> 00:39:56.329
like you said.

00:39:56.568 --> 00:39:58.510
Now, if you don't, then maybe you say,

00:39:58.570 --> 00:39:58.750
okay,

00:39:58.769 --> 00:40:00.311
we had a past patient or something

00:40:00.331 --> 00:40:01.731
that agreed to do this or whatever.

00:40:01.771 --> 00:40:03.172
But bringing in a story,

00:40:03.211 --> 00:40:04.253
like we recently had a

00:40:04.313 --> 00:40:05.733
client and they were

00:40:06.922 --> 00:40:08.563
coughing on their you know

00:40:08.603 --> 00:40:10.985
their tea and they try to

00:40:11.005 --> 00:40:12.304
make the tea warmer they

00:40:12.344 --> 00:40:13.865
try to make the tea cooler

00:40:13.885 --> 00:40:14.806
they try to you know

00:40:14.865 --> 00:40:15.965
thicken it with extra honey

00:40:16.347 --> 00:40:17.547
no matter what they did

00:40:17.887 --> 00:40:18.887
their mother or father or

00:40:18.907 --> 00:40:20.427
themselves continued to

00:40:20.467 --> 00:40:21.789
cough every time they had

00:40:21.809 --> 00:40:24.088
their favorite drink and

00:40:24.130 --> 00:40:26.070
they you know got upset and

00:40:26.110 --> 00:40:27.271
they thought that you know

00:40:27.311 --> 00:40:28.451
they could no longer enjoy

00:40:28.510 --> 00:40:29.331
life if they couldn't have

00:40:29.351 --> 00:40:30.692
their morning tea or coffee

00:40:30.771 --> 00:40:32.592
or whatever it is and

00:40:33.547 --> 00:40:34.967
They tried this, they tried this,

00:40:34.987 --> 00:40:36.309
they tried calling their physician,

00:40:36.329 --> 00:40:38.369
their primary care, they this, that,

00:40:38.471 --> 00:40:40.032
and nothing seemed to work.

00:40:40.072 --> 00:40:42.313
They tried whatever, allergy medication,

00:40:42.373 --> 00:40:43.974
whatever the other alternatives are,

00:40:44.034 --> 00:40:44.375
I don't know.

00:40:45.596 --> 00:40:46.596
They tried this, this, this,

00:40:46.675 --> 00:40:49.778
and they thought that there

00:40:49.798 --> 00:40:51.480
was nothing to do, there was nothing,

00:40:51.840 --> 00:40:52.621
they tried everything,

00:40:53.001 --> 00:40:54.141
and that there was no hope.

00:40:55.489 --> 00:40:57.373
Until they found until they

00:40:57.413 --> 00:40:59.014
took me up on this offer or

00:40:59.094 --> 00:41:01.277
whatever of the sleep or

00:41:01.338 --> 00:41:02.079
the swelling study.

00:41:02.739 --> 00:41:04.041
And what we found was this

00:41:04.081 --> 00:41:05.983
simple little thing, whatever it is,

00:41:06.043 --> 00:41:06.844
maybe it's not simple.

00:41:06.885 --> 00:41:07.646
Maybe it's complex.

00:41:08.728 --> 00:41:09.449
We found this.

00:41:10.389 --> 00:41:12.492
thing this issue to be the

00:41:12.532 --> 00:41:13.733
the biggest culprit or we

00:41:13.773 --> 00:41:15.373
have this treatment or this

00:41:15.673 --> 00:41:17.556
offering or solution that

00:41:18.016 --> 00:41:18.797
is you know often

00:41:18.876 --> 00:41:20.878
overlooked and uh you know

00:41:21.157 --> 00:41:22.920
historically proven with

00:41:22.980 --> 00:41:24.701
research but not utilized

00:41:24.760 --> 00:41:25.581
enough because it's

00:41:25.641 --> 00:41:27.242
overlooked and it was just

00:41:27.282 --> 00:41:28.204
this one little thing and

00:41:28.244 --> 00:41:29.925
it's not your fault you

00:41:29.945 --> 00:41:31.045
know you you didn't know

00:41:31.106 --> 00:41:32.746
but here's the here's the

00:41:32.786 --> 00:41:34.047
solution that helped mary

00:41:35.338 --> 00:41:37.000
And you continue on with the

00:41:37.019 --> 00:41:38.380
story or end the story from there.

00:41:38.400 --> 00:41:39.762
But I think the story is a

00:41:39.802 --> 00:41:40.862
huge part of engaging.

00:41:41.463 --> 00:41:43.884
Yeah, I as we're talking through this,

00:41:44.023 --> 00:41:46.585
I was just thinking I can remember it.

00:41:47.989 --> 00:41:49.670
a, a older individual in my family,

00:41:49.690 --> 00:41:50.711
I want to say an aunt or an

00:41:50.771 --> 00:41:53.413
uncle like talking or

00:41:53.452 --> 00:41:55.313
coughing and food coming

00:41:55.414 --> 00:41:56.514
out of their mouth and them

00:41:56.554 --> 00:41:57.976
being so embarrassed at

00:41:58.076 --> 00:41:59.856
Thanksgiving dinner, you know?

00:41:59.936 --> 00:42:01.356
And so now that they're,

00:42:02.057 --> 00:42:04.338
they're doing that, they're pulling away,

00:42:04.418 --> 00:42:06.119
they're retracting their, uh,

00:42:06.619 --> 00:42:08.643
whatever to themselves.

00:42:09.184 --> 00:42:10.364
And they're missing out on

00:42:10.385 --> 00:42:11.686
these family engagements.

00:42:11.726 --> 00:42:11.927
Like,

00:42:12.407 --> 00:42:13.869
I think that's something that most of

00:42:13.929 --> 00:42:15.052
us can relate to.

00:42:15.632 --> 00:42:16.693
I also remember,

00:42:17.094 --> 00:42:18.076
and these are real stories.

00:42:18.135 --> 00:42:19.117
I remember a woman,

00:42:19.317 --> 00:42:21.159
she was not a family member.

00:42:21.400 --> 00:42:22.181
I think she was a physical

00:42:22.201 --> 00:42:22.882
therapy patient.

00:42:23.742 --> 00:42:25.364
Drinking, coughing,

00:42:25.684 --> 00:42:27.543
her dentures were coming out, you know,

00:42:27.603 --> 00:42:29.005
and so like all of these

00:42:29.065 --> 00:42:32.065
incredibly embarrassing stories,

00:42:32.106 --> 00:42:34.206
but real stories that actually happen.

00:42:34.286 --> 00:42:35.847
Those are the things that I

00:42:35.887 --> 00:42:37.027
think would resonate a

00:42:37.068 --> 00:42:38.327
little bit more strongly.

00:42:38.987 --> 00:42:40.789
And they're so specific,

00:42:41.289 --> 00:42:42.610
but they're very common.

00:42:43.572 --> 00:42:46.313
So then the post goes into, okay,

00:42:46.353 --> 00:42:47.233
what's included?

00:42:48.514 --> 00:42:49.635
I think there are elements

00:42:49.655 --> 00:42:53.735
here that we're missing, like the urgency,

00:42:54.315 --> 00:42:55.376
all the other aspects that

00:42:55.416 --> 00:42:56.735
are gonna make me like,

00:42:56.755 --> 00:42:57.556
they've clearly been

00:42:57.576 --> 00:42:58.817
dealing with this for a while.

00:42:58.836 --> 00:42:58.996
Well,

00:42:59.016 --> 00:42:59.996
why are they gonna go get it

00:43:00.016 --> 00:43:00.817
addressed now?

00:43:02.137 --> 00:43:03.918
But then when we get into what's included,

00:43:04.777 --> 00:43:05.838
I just think it's too much

00:43:05.918 --> 00:43:06.978
professional jargon.

00:43:07.159 --> 00:43:09.840
Comprehensive swallow evaluation at home,

00:43:09.900 --> 00:43:11.139
licensed speech therapist,

00:43:11.920 --> 00:43:12.940
I don't think anyone cares.

00:43:13.981 --> 00:43:15.384
Mobile swallow study,

00:43:15.963 --> 00:43:19.166
like she has some equipment and here,

00:43:19.288 --> 00:43:22.110
optional mobile instrument imaging.

00:43:23.322 --> 00:43:24.443
I want to see that stuff.

00:43:24.704 --> 00:43:25.905
This is the cool stuff.

00:43:25.945 --> 00:43:27.766
This is the stuff that nobody else does.

00:43:27.847 --> 00:43:30.429
This is the innovation and the technology.

00:43:31.510 --> 00:43:33.391
I would emphasize the visual

00:43:33.532 --> 00:43:34.813
aspect of this more.

00:43:35.514 --> 00:43:37.416
Optional video and imaging.

00:43:37.896 --> 00:43:38.936
I wouldn't make it optional.

00:43:38.996 --> 00:43:39.858
I would just say, look,

00:43:39.978 --> 00:43:41.199
this is what we do.

00:43:41.219 --> 00:43:42.199
A thousand dollars,

00:43:42.239 --> 00:43:43.101
fifteen hundred dollars,

00:43:43.141 --> 00:43:44.541
whatever the cost of it is.

00:43:45.103 --> 00:43:47.385
But we will bring this out to your house.

00:43:48.527 --> 00:43:52.628
This is, again, what impresses the person.

00:43:52.668 --> 00:43:55.128
This is what makes them realize, you know,

00:43:55.628 --> 00:43:56.949
why didn't I get this before?

00:43:57.128 --> 00:43:57.228
Oh,

00:43:57.268 --> 00:43:59.550
maybe my doctor or whoever didn't have

00:43:59.590 --> 00:44:02.070
this equipment, but you do.

00:44:02.170 --> 00:44:05.231
Customized swallow exercise program,

00:44:05.331 --> 00:44:06.911
diet recommendations,

00:44:07.132 --> 00:44:08.431
recommended products.

00:44:10.050 --> 00:44:10.751
It's fine.

00:44:11.373 --> 00:44:12.434
I just don't know that that

00:44:12.514 --> 00:44:13.896
adds much value.

00:44:15.599 --> 00:44:16.679
Maybe because we don't have

00:44:16.719 --> 00:44:19.304
the emotional trigger yet to say it.

00:44:20.184 --> 00:44:21.806
Total investment.

00:44:21.827 --> 00:44:23.909
She didn't use the word price or cost.

00:44:23.949 --> 00:44:26.152
She said investment.

00:44:26.253 --> 00:44:26.793
I love that.

00:44:27.074 --> 00:44:28.396
Yep.

00:44:28.496 --> 00:44:29.456
Includes one hundred and

00:44:29.476 --> 00:44:30.938
twenty minute in-home session.

00:44:31.059 --> 00:44:33.181
I would immediately get rid of the time.

00:44:33.581 --> 00:44:35.403
Do not stick me with a time.

00:44:35.483 --> 00:44:36.764
If I can deliver seven

00:44:36.806 --> 00:44:37.706
hundred and fifty dollars

00:44:37.746 --> 00:44:39.889
of value in ten minutes,

00:44:40.489 --> 00:44:41.891
let me get out in ten minutes.

00:44:42.391 --> 00:44:42.632
You know,

00:44:42.692 --> 00:44:44.092
I was sitting there yesterday

00:44:44.132 --> 00:44:45.333
thinking about this again.

00:44:45.512 --> 00:44:47.193
I'm doing I had two

00:44:47.233 --> 00:44:48.954
evaluations yesterday morning.

00:44:49.534 --> 00:44:49.914
I'm like,

00:44:50.175 --> 00:44:52.275
what in the world are therapists

00:44:52.335 --> 00:44:54.416
doing that take more than twenty minutes?

00:44:54.836 --> 00:44:57.538
I am struggling to find

00:44:57.557 --> 00:44:59.739
things to do to spend more

00:44:59.798 --> 00:45:01.139
time with this person.

00:45:01.159 --> 00:45:03.940
And, you know, whatever.

00:45:04.880 --> 00:45:05.101
Okay.

00:45:05.141 --> 00:45:06.061
Includes a hundred and

00:45:06.081 --> 00:45:08.242
twenty minute session, written summary,

00:45:09.402 --> 00:45:10.704
individualized care plans.

00:45:11.463 --> 00:45:12.684
I would just I would turn

00:45:12.704 --> 00:45:14.806
this into no time frame.

00:45:16.106 --> 00:45:17.967
And I would say this

00:45:18.047 --> 00:45:20.389
includes the confidence and

00:45:20.429 --> 00:45:21.608
the security of knowing

00:45:21.648 --> 00:45:22.710
that the next time you're

00:45:22.730 --> 00:45:24.391
sitting around the family table.

00:45:25.050 --> 00:45:26.652
grandma or grandpa is not

00:45:26.692 --> 00:45:28.333
going to choke and spit

00:45:28.373 --> 00:45:29.452
food across the table.

00:45:29.934 --> 00:45:30.313
You know,

00:45:30.574 --> 00:45:32.335
it's going to bring the joy of

00:45:32.375 --> 00:45:33.536
family back together.

00:45:33.576 --> 00:45:35.637
Like that's what I want this to deliver.

00:45:36.416 --> 00:45:37.677
Not a written summary,

00:45:37.737 --> 00:45:39.818
not an individualized care plan,

00:45:39.958 --> 00:45:41.000
not any of that stuff.

00:45:41.360 --> 00:45:42.800
I want confidence and

00:45:42.840 --> 00:45:45.202
security and family connection.

00:45:45.402 --> 00:45:46.322
Those are the things that I

00:45:46.362 --> 00:45:47.563
want it to deliver.

00:45:47.764 --> 00:45:48.224
What do you think?

00:45:49.644 --> 00:45:50.545
Yeah, a hundred percent.

00:45:50.744 --> 00:45:51.505
I knew you were going to say

00:45:51.525 --> 00:45:52.565
take the time out of there.

00:45:54.387 --> 00:45:56.306
The only time people ask me

00:45:56.427 --> 00:45:58.407
about our home visit duration,

00:45:59.088 --> 00:46:01.349
it's typically when it's the forty, fifty,

00:46:01.389 --> 00:46:02.509
sixty year old son or

00:46:02.528 --> 00:46:03.590
daughter who's arranging it

00:46:03.610 --> 00:46:04.989
for their mother or father,

00:46:05.329 --> 00:46:06.871
but they're like already converted.

00:46:08.090 --> 00:46:09.532
verbally on the phone and

00:46:09.552 --> 00:46:10.411
they're they're thinking

00:46:10.431 --> 00:46:11.731
about like like you know

00:46:11.751 --> 00:46:12.532
week over week in the

00:46:12.552 --> 00:46:13.693
future like how often are

00:46:13.713 --> 00:46:14.672
we basically going to be

00:46:14.693 --> 00:46:16.373
there and for them the time

00:46:17.153 --> 00:46:17.994
they perceive it to be

00:46:18.014 --> 00:46:18.693
important because they're

00:46:18.733 --> 00:46:20.315
asking like how much for

00:46:20.335 --> 00:46:21.275
what we're paying I guess

00:46:21.295 --> 00:46:21.894
like how much are you

00:46:21.914 --> 00:46:22.576
actually going to be there

00:46:22.596 --> 00:46:23.615
to help them to take them

00:46:23.635 --> 00:46:24.795
through movements or

00:46:24.835 --> 00:46:26.036
exercise or you know

00:46:26.056 --> 00:46:27.197
whatever transfers or whatever

00:46:27.836 --> 00:46:29.177
But I agree with you a

00:46:29.197 --> 00:46:29.938
hundred percent on that.

00:46:30.057 --> 00:46:31.119
Take the time out of that

00:46:31.159 --> 00:46:33.199
because people just want the solution.

00:46:33.318 --> 00:46:34.219
They want their,

00:46:34.320 --> 00:46:35.219
they want themselves or

00:46:35.239 --> 00:46:37.240
their mother father to not

00:46:37.280 --> 00:46:38.262
cough and choke when

00:46:38.282 --> 00:46:39.242
they're having their

00:46:39.262 --> 00:46:40.623
favorite drink or their, you know,

00:46:40.643 --> 00:46:41.782
their breakfast or whatever.

00:46:42.523 --> 00:46:42.663
Uh,

00:46:42.702 --> 00:46:44.903
so just stay focused on what they care

00:46:44.943 --> 00:46:45.204
about.

00:46:45.744 --> 00:46:46.324
And if it takes

00:46:51.706 --> 00:46:53.688
Yeah.

00:46:53.789 --> 00:46:54.989
Any other thoughts just in

00:46:55.030 --> 00:46:56.610
regards to like what Jeremy

00:46:56.650 --> 00:46:58.873
shared with us and what he's doing,

00:46:58.932 --> 00:47:00.614
what Lauren is doing here,

00:47:00.693 --> 00:47:02.795
what you see on social media generally?

00:47:02.815 --> 00:47:04.577
Well,

00:47:04.597 --> 00:47:06.898
back to back to what Jeremy is doing

00:47:06.938 --> 00:47:08.619
with with reaching out to

00:47:08.659 --> 00:47:10.280
physicians to get them.

00:47:10.862 --> 00:47:11.222
What is it?

00:47:11.242 --> 00:47:12.842
A fifteen minute interview on his show?

00:47:13.384 --> 00:47:14.023
Yeah.

00:47:14.264 --> 00:47:15.284
I'm so glad that he's

00:47:15.364 --> 00:47:17.246
sending second or third,

00:47:17.286 --> 00:47:19.568
like follow up messages to

00:47:19.588 --> 00:47:20.809
folks that are not answering.

00:47:21.840 --> 00:47:23.121
But like we kind of covered,

00:47:23.161 --> 00:47:24.563
like asking those other

00:47:24.583 --> 00:47:25.704
physicians for an

00:47:25.764 --> 00:47:26.925
introduction is like the

00:47:27.085 --> 00:47:28.128
easiest thing ever.

00:47:28.327 --> 00:47:30.289
Like that's the easiest way

00:47:30.329 --> 00:47:31.271
to break through.

00:47:31.871 --> 00:47:34.114
And sometimes we get caught,

00:47:34.155 --> 00:47:34.876
like even myself,

00:47:34.916 --> 00:47:36.137
like I think I could get

00:47:36.177 --> 00:47:37.057
caught up with like,

00:47:37.778 --> 00:47:38.840
sending a second or third

00:47:38.900 --> 00:47:39.701
message to the person

00:47:39.721 --> 00:47:40.822
that's not answering and

00:47:40.862 --> 00:47:42.063
you still should do that

00:47:42.543 --> 00:47:43.445
and that is part of

00:47:43.505 --> 00:47:44.545
rejection that is part of

00:47:44.606 --> 00:47:45.606
just like you know

00:47:45.646 --> 00:47:47.208
marketing and just like

00:47:47.268 --> 00:47:48.590
repetitions and you should

00:47:48.630 --> 00:47:50.391
be asking those folks a

00:47:50.451 --> 00:47:51.813
different approach but

00:47:51.932 --> 00:47:53.074
asking them again even if

00:47:53.094 --> 00:47:54.695
they don't answer and that's okay like

00:47:55.831 --> 00:47:56.652
He gave them an out.

00:47:56.751 --> 00:47:58.233
He said, hey, if you're busy,

00:47:58.552 --> 00:47:59.534
don't even worry about it.

00:47:59.554 --> 00:48:00.635
It's all good, whatever.

00:48:02.036 --> 00:48:05.079
But approaching it dynamically,

00:48:06.380 --> 00:48:07.521
hitting them up on LinkedIn,

00:48:07.701 --> 00:48:08.400
because if they have their

00:48:08.420 --> 00:48:09.762
own LinkedIn... He said he

00:48:09.902 --> 00:48:10.902
does Facebook messaging.

00:48:11.284 --> 00:48:13.045
So that's a little more personal, I think.

00:48:13.425 --> 00:48:14.786
So the ones that are not answering...

00:48:15.467 --> 00:48:16.447
look them up on LinkedIn,

00:48:16.708 --> 00:48:17.949
send them an email or

00:48:18.228 --> 00:48:18.829
connect with them on

00:48:18.869 --> 00:48:20.530
LinkedIn and then send them a DM there.

00:48:22.271 --> 00:48:24.193
And so Jeremy shared with me

00:48:24.233 --> 00:48:25.715
that screenshot of a

00:48:25.994 --> 00:48:27.896
patient in the wild that

00:48:27.936 --> 00:48:31.219
commented on his YouTube video and said,

00:48:31.239 --> 00:48:31.579
oh,

00:48:31.639 --> 00:48:33.320
this doctor we heard about and we just

00:48:33.340 --> 00:48:35.121
scheduled a visit with him, Dr. So-and-so,

00:48:35.242 --> 00:48:35.882
thank you so much.

00:48:36.402 --> 00:48:37.463
And he sent me the screenshot.

00:48:37.543 --> 00:48:38.644
And then I said, dude,

00:48:38.764 --> 00:48:39.545
I hope you sent that

00:48:39.565 --> 00:48:40.567
screenshot to that physician.

00:48:40.606 --> 00:48:42.228
He's like, absolutely, already did.

00:48:42.748 --> 00:48:43.128
Awesome.

00:48:43.829 --> 00:48:44.929
Take that screenshot,

00:48:45.610 --> 00:48:47.311
and for the next physician

00:48:47.331 --> 00:48:49.152
that has not answered your

00:48:49.313 --> 00:48:50.454
previous outbound messages,

00:48:50.693 --> 00:48:52.534
you take that screenshot and you say, hey,

00:48:53.195 --> 00:48:54.936
Dr. Tony,

00:48:55.476 --> 00:48:57.038
are you accepting more new patients?

00:48:57.898 --> 00:48:58.659
Here's an example.

00:48:58.918 --> 00:49:01.240
I interviewed Dr. Johnson,

00:49:01.940 --> 00:49:03.521
and this person saw the

00:49:03.541 --> 00:49:06.224
video and is basically

00:49:06.264 --> 00:49:07.744
going to see him partly

00:49:07.784 --> 00:49:08.686
because of my video,

00:49:08.806 --> 00:49:09.686
because of our interview.

00:49:10.367 --> 00:49:11.327
so the question you you

00:49:11.367 --> 00:49:12.188
reach out to them hey are

00:49:12.208 --> 00:49:12.907
you accepting more new

00:49:12.947 --> 00:49:13.967
patients if they're super

00:49:14.027 --> 00:49:14.728
busy they're not going to

00:49:14.748 --> 00:49:15.668
care but if they're

00:49:15.909 --> 00:49:16.949
concierge direct primary

00:49:16.969 --> 00:49:18.849
care they are always going

00:49:18.869 --> 00:49:19.730
to be accepting more new

00:49:19.989 --> 00:49:21.010
patients or clients or now

00:49:21.030 --> 00:49:21.650
they're calling them

00:49:21.710 --> 00:49:23.510
members so you got to speak

00:49:23.530 --> 00:49:24.610
their language do they care

00:49:24.650 --> 00:49:25.391
about getting more new

00:49:25.411 --> 00:49:26.351
members in their practice

00:49:26.931 --> 00:49:28.932
lead with that hey this is a

00:49:29.012 --> 00:49:30.494
digital evergreen asset

00:49:30.534 --> 00:49:31.914
that if we do we knock it

00:49:31.974 --> 00:49:33.054
out for five minutes ten

00:49:33.094 --> 00:49:34.315
minutes fifteen minutes we

00:49:34.576 --> 00:49:35.536
we knock out this interview

00:49:35.817 --> 00:49:36.637
it's going to live on the

00:49:36.677 --> 00:49:38.077
internet forever to help

00:49:38.117 --> 00:49:38.958
drive traffic to your

00:49:38.998 --> 00:49:40.358
practice we'll put the link

00:49:40.398 --> 00:49:41.860
of your website in the

00:49:41.900 --> 00:49:42.701
description of all the

00:49:42.721 --> 00:49:44.141
videos and this will be

00:49:44.181 --> 00:49:45.161
working for you and your

00:49:45.202 --> 00:49:46.463
team even when you guys are

00:49:46.503 --> 00:49:47.242
sleeping when you're on

00:49:47.282 --> 00:49:48.704
vacation whatever this this

00:49:48.884 --> 00:49:50.005
interview will be viewed

00:49:50.985 --> 00:49:52.306
thousands or whatever,

00:49:52.425 --> 00:49:53.206
hundreds of times or

00:49:53.226 --> 00:49:54.387
whatever by local folks

00:49:54.407 --> 00:49:56.289
that are looking for a

00:49:56.329 --> 00:49:58.831
concierge direct primary solution,

00:49:59.893 --> 00:50:00.693
like you got to like

00:50:01.173 --> 00:50:02.635
position it to what they care about.

00:50:02.735 --> 00:50:03.817
And if they're accepting and

00:50:04.036 --> 00:50:04.818
they're looking for more

00:50:04.838 --> 00:50:06.579
new members for their concierge practice,

00:50:07.380 --> 00:50:07.860
leave with that.

00:50:08.161 --> 00:50:09.922
And then it's like, oh,

00:50:09.942 --> 00:50:11.242
you're not pitching your interview.

00:50:11.282 --> 00:50:12.625
You're pitching like free

00:50:12.764 --> 00:50:14.385
evergreen marketing

00:50:15.007 --> 00:50:16.728
deliverable for this position.

00:50:16.867 --> 00:50:17.228
What do you think?

00:50:17.835 --> 00:50:19.197
Yeah, no, I totally agree.

00:50:19.217 --> 00:50:20.217
And I love what you said

00:50:20.277 --> 00:50:21.717
about understanding what

00:50:21.757 --> 00:50:24.880
the motivation is on the physician side.

00:50:25.621 --> 00:50:26.681
I think too many of us,

00:50:26.721 --> 00:50:27.601
too many therapists,

00:50:27.641 --> 00:50:29.882
because we are looking for patients think,

00:50:30.023 --> 00:50:31.224
oh, the doc wants patients.

00:50:31.724 --> 00:50:33.525
There isn't a single person

00:50:34.144 --> 00:50:36.286
in my community with MD

00:50:36.447 --> 00:50:37.746
after their name who needs

00:50:37.786 --> 00:50:39.889
more new patients, not a single one.

00:50:40.509 --> 00:50:42.010
So when I approach them,

00:50:42.170 --> 00:50:43.150
if I approach them,

00:50:44.130 --> 00:50:45.751
I'm not saying get more new patients.

00:50:45.811 --> 00:50:47.172
What I'm saying is, hey,

00:50:47.713 --> 00:50:48.653
we'll get you more of the

00:50:48.693 --> 00:50:49.635
patients you want.

00:50:50.074 --> 00:50:51.996
We'll get you more of the commercial,

00:50:52.396 --> 00:50:55.278
not Medicare, not Medicaid.

00:50:55.818 --> 00:50:57.581
I will bring you patients

00:50:57.621 --> 00:50:59.742
that are your highest reimbursing,

00:51:00.121 --> 00:51:02.344
lowest administrative burden,

00:51:02.704 --> 00:51:04.746
highest potential for a positive outcome.

00:51:05.126 --> 00:51:05.967
I'm not going to bring you

00:51:06.027 --> 00:51:08.208
somebody like an orthopedic surgeon.

00:51:08.288 --> 00:51:09.168
I'm not going to bring you

00:51:09.228 --> 00:51:13.692
somebody who's got a list of patients

00:51:13.771 --> 00:51:16.114
Comorbidities and complexity.

00:51:16.134 --> 00:51:18.875
I'm going to give you the healthy, active,

00:51:19.056 --> 00:51:19.675
you're going to have the

00:51:19.715 --> 00:51:22.498
best outcome and it's going to show.

00:51:22.858 --> 00:51:23.579
That's who I'm going to

00:51:23.599 --> 00:51:24.418
bring to your office.

00:51:24.539 --> 00:51:25.920
And they're going to be private insurance.

00:51:25.940 --> 00:51:26.701
You're going to get paid the

00:51:26.740 --> 00:51:28.681
most possible money for the

00:51:28.722 --> 00:51:29.643
time you're investing.

00:51:31.063 --> 00:51:32.503
And that came from...

00:51:33.364 --> 00:51:35.786
Talking to surgeons, talking to physicians,

00:51:35.847 --> 00:51:37.809
them telling me I am so

00:51:37.889 --> 00:51:40.231
sick of primary care docs

00:51:40.291 --> 00:51:42.192
or other referral sources for them,

00:51:42.672 --> 00:51:44.675
sending them all the Medicaid referrals,

00:51:45.215 --> 00:51:45.655
you know.

00:51:45.715 --> 00:51:48.197
And so I quickly understood, oh,

00:51:48.257 --> 00:51:49.679
these guys don't need more.

00:51:50.059 --> 00:51:51.639
They need more of the right kind.

00:51:52.141 --> 00:51:54.061
And so what I do when I was

00:51:54.081 --> 00:51:55.202
reaching out and saying, hey,

00:51:55.242 --> 00:51:56.443
let's do a ten minute interview.

00:51:57.344 --> 00:51:58.346
I specifically tell them,

00:51:58.806 --> 00:52:00.128
let me know who you want.

00:52:00.289 --> 00:52:02.972
What is the best payer for you right now?

00:52:03.391 --> 00:52:04.713
Let me know what specific

00:52:04.753 --> 00:52:06.215
procedure you're doing that

00:52:06.255 --> 00:52:07.516
you want me to ask you

00:52:07.556 --> 00:52:08.978
about that you want me to promote.

00:52:09.458 --> 00:52:10.721
If you're doing stem cell,

00:52:10.800 --> 00:52:11.961
if you're doing PRP,

00:52:12.021 --> 00:52:13.583
if you're doing high value

00:52:13.623 --> 00:52:14.885
cash based services,

00:52:15.365 --> 00:52:16.666
we'll talk about it all day long.

00:52:17.628 --> 00:52:19.409
Because that's what they need.

00:52:19.969 --> 00:52:21.771
Every new referral isn't

00:52:21.811 --> 00:52:23.351
worth the same to them,

00:52:23.552 --> 00:52:25.132
and I need to understand

00:52:25.572 --> 00:52:27.114
where the value is for them.

00:52:27.414 --> 00:52:30.014
And once they realize that I know that,

00:52:30.436 --> 00:52:32.056
now I'm their advocate,

00:52:32.157 --> 00:52:33.356
now I'm helping them,

00:52:33.436 --> 00:52:35.338
now the reciprocity kicks in,

00:52:35.838 --> 00:52:36.878
and now they want to start

00:52:36.898 --> 00:52:37.940
sending me people too.

00:52:38.400 --> 00:52:39.481
And that's really where the

00:52:39.501 --> 00:52:40.681
value comes in here.

00:52:41.621 --> 00:52:42.963
Even if you have no audience,

00:52:42.983 --> 00:52:44.264
when I first started doing this,

00:52:44.304 --> 00:52:45.364
I'd get twenty views,

00:52:45.625 --> 00:52:46.465
but it didn't matter

00:52:46.606 --> 00:52:47.206
because it's the

00:52:47.246 --> 00:52:49.208
reciprocity of them knowing, hey,

00:52:49.268 --> 00:52:50.648
this guy is looking out for me.

00:52:50.688 --> 00:52:52.130
He understands what I need.

00:52:52.570 --> 00:52:54.452
He's not just looking to

00:52:54.672 --> 00:52:56.532
drain my resources on third

00:52:56.572 --> 00:52:59.034
party payers that I can't afford to see.

00:52:59.074 --> 00:53:00.996
Yeah.

00:53:01.496 --> 00:53:01.717
Amen.

00:53:02.474 --> 00:53:04.275
All right, let's do parting shots.

00:53:04.376 --> 00:53:05.016
I'll go first.

00:53:05.657 --> 00:53:08.559
So I am going to investigate

00:53:08.659 --> 00:53:10.081
the bobblehead idea.

00:53:10.320 --> 00:53:12.222
I think this is awesome.

00:53:12.742 --> 00:53:13.784
Who would you send it to?

00:53:13.804 --> 00:53:14.965
Who and why?

00:53:15.304 --> 00:53:16.045
Come on.

00:53:16.105 --> 00:53:16.405
Okay,

00:53:16.485 --> 00:53:18.206
so I've got a handful of orthopedic

00:53:18.226 --> 00:53:19.027
docs right now.

00:53:19.748 --> 00:53:21.269
I want them sending me more

00:53:21.329 --> 00:53:22.510
total knee replacements.

00:53:22.630 --> 00:53:24.092
I don't know why every total

00:53:24.112 --> 00:53:25.333
knee replacement isn't

00:53:25.353 --> 00:53:27.235
coming to my clinic in my city.

00:53:27.835 --> 00:53:29.498
I'm going to generate bobbleheads.

00:53:29.918 --> 00:53:31.619
I'm going to create social

00:53:31.659 --> 00:53:33.221
media content first,

00:53:33.782 --> 00:53:34.963
and then I'm going to send

00:53:35.003 --> 00:53:36.403
it to the surgeon along

00:53:36.423 --> 00:53:37.525
with a link to the social

00:53:37.565 --> 00:53:39.126
media video that I created

00:53:39.568 --> 00:53:40.929
so that they could see what I'm doing.

00:53:43.052 --> 00:53:44.052
Would it make sense for you

00:53:44.092 --> 00:53:45.713
to mention in that that you

00:53:45.753 --> 00:53:47.172
have such a big totally

00:53:47.213 --> 00:53:48.514
replacement following on

00:53:48.554 --> 00:53:49.474
YouTube or you don't think

00:53:49.494 --> 00:53:50.914
they would care about that?

00:53:50.974 --> 00:53:52.434
No, no, they would definitely care.

00:53:53.414 --> 00:53:54.934
Yeah, I would mention it.

00:53:55.074 --> 00:53:57.175
I'd have a link, you know,

00:53:57.255 --> 00:53:59.317
to it so that when they get it,

00:53:59.356 --> 00:54:00.436
they can go see it.

00:54:01.197 --> 00:54:01.797
Absolutely.

00:54:02.177 --> 00:54:04.478
I am leveraging every asset that I have.

00:54:05.429 --> 00:54:06.630
So you would have a link out

00:54:06.650 --> 00:54:07.630
like with a QR code because

00:54:07.650 --> 00:54:08.431
you're going to send this

00:54:08.791 --> 00:54:09.931
with the bobblehead or you

00:54:09.951 --> 00:54:11.271
would do a digital message

00:54:11.371 --> 00:54:12.112
with a bobblehead that

00:54:12.132 --> 00:54:13.012
you're physically going to send.

00:54:13.592 --> 00:54:15.072
QR code would be great.

00:54:15.873 --> 00:54:16.672
I didn't think of that.

00:54:16.813 --> 00:54:16.934
No,

00:54:17.134 --> 00:54:18.534
I was just going to like mention the

00:54:18.574 --> 00:54:19.434
YouTube channel,

00:54:19.534 --> 00:54:21.235
mention the number of subscribers,

00:54:21.295 --> 00:54:22.114
mention a couple of the

00:54:22.155 --> 00:54:23.396
resources that I have.

00:54:24.476 --> 00:54:24.976
I don't know.

00:54:25.556 --> 00:54:27.056
QR code works well, too.

00:54:27.137 --> 00:54:27.976
So maybe both of them.

00:54:29.045 --> 00:54:30.646
I like the idea of you

00:54:31.106 --> 00:54:33.588
sending the bobblehead to

00:54:33.628 --> 00:54:34.389
grab their attention.

00:54:34.829 --> 00:54:38.532
And then you mentioned your Facebook group,

00:54:38.552 --> 00:54:39.534
but the YouTube following

00:54:39.653 --> 00:54:40.635
for Total New Replacements.

00:54:41.014 --> 00:54:42.056
And then also including what

00:54:42.076 --> 00:54:42.797
you just mentioned a few

00:54:42.836 --> 00:54:45.398
minutes ago about sending more...

00:54:46.420 --> 00:54:47.260
total knee replacement

00:54:47.280 --> 00:54:50.023
candidates to you that are, you know,

00:54:50.523 --> 00:54:51.664
the healthiest candidates,

00:54:51.985 --> 00:54:52.784
the most motivated

00:54:52.824 --> 00:54:53.865
candidates with the least

00:54:53.905 --> 00:54:56.728
comorbidities and the best insurance.

00:54:57.028 --> 00:54:59.130
Although it sounds, as I'm saying it,

00:54:59.190 --> 00:55:00.010
it sounds like it could be

00:55:00.030 --> 00:55:02.293
a little sound to your snake oil,

00:55:02.313 --> 00:55:03.614
but like, if that's what they care about,

00:55:03.634 --> 00:55:04.454
then that's what you got to say.

00:55:05.150 --> 00:55:06.032
Chat GPT will clean it up for me.

00:55:06.072 --> 00:55:06.572
There you go.

00:55:06.592 --> 00:55:06.831
There you go.

00:55:06.851 --> 00:55:10.793
What you got?

00:55:10.813 --> 00:55:12.074
Parting shot for me is I

00:55:12.114 --> 00:55:13.275
think I might have to start

00:55:13.456 --> 00:55:16.137
a whole channel,

00:55:16.657 --> 00:55:17.577
maybe have Nate or someone

00:55:17.617 --> 00:55:19.239
else do it to do the

00:55:19.278 --> 00:55:20.900
physician interviewing.

00:55:21.460 --> 00:55:22.440
I've already spoken to a

00:55:22.460 --> 00:55:23.260
bunch of physicians.

00:55:23.460 --> 00:55:25.521
I have a buddy that's a podiatrist nearby.

00:55:26.202 --> 00:55:27.561
Uh, he absolutely,

00:55:27.681 --> 00:55:28.621
he would do this in a second.

00:55:28.722 --> 00:55:29.762
He would start doing this.

00:55:29.782 --> 00:55:31.382
We could do, you know, uh,

00:55:31.603 --> 00:55:34.885
plantar fasciitis, bunionectomy, Achilles,

00:55:34.985 --> 00:55:36.304
that type, those types of content.

00:55:36.844 --> 00:55:38.385
And then just one by one

00:55:38.505 --> 00:55:39.965
asking for referrals from him,

00:55:40.465 --> 00:55:41.487
asking other physicians.

00:55:41.507 --> 00:55:43.246
Uh, but again, they're, they're busy.

00:55:43.306 --> 00:55:45.108
So, but ultimately, uh,

00:55:45.467 --> 00:55:47.748
Doing this approach, I think it's time.

00:55:47.809 --> 00:55:50.550
I think it's time and it'll

00:55:50.630 --> 00:55:51.690
certainly help with referrals.

00:55:51.730 --> 00:55:53.311
So I'm strongly considering it.

00:55:54.711 --> 00:55:56.351
Watching Tony's success with it,

00:55:56.652 --> 00:55:58.333
watching Jeremy Sutton's success with it,

00:55:58.413 --> 00:55:59.693
I think it's time for me to

00:55:59.913 --> 00:56:01.114
certainly consider it seriously.

00:56:01.900 --> 00:56:02.260
All right.

00:56:02.340 --> 00:56:03.141
Awesome, guys.

00:56:03.282 --> 00:56:04.503
Go check out the Dave Kittle

00:56:04.523 --> 00:56:06.806
show on YouTube and iTunes

00:56:06.847 --> 00:56:07.688
and everywhere else.

00:56:08.088 --> 00:56:08.989
Go check out P.T.

00:56:09.030 --> 00:56:09.650
Pinecast.

00:56:09.710 --> 00:56:11.653
Learn Medicare billing every Tuesday,

00:56:11.693 --> 00:56:13.737
Thursday morning at eight thirty a.m.

00:56:14.577 --> 00:56:15.278
Eastern time.

00:56:15.318 --> 00:56:15.960
We'll be here.

00:56:16.039 --> 00:56:16.802
See you guys later.

00:56:16.842 --> 00:56:17.242
Thanks, Dave.

00:56:17.262 --> 00:56:17.442
Thank you.