June 17, 2025

How Sharing Patient Stories Can Transform Your PT Business

What if a single Instagram post led to your next top referral partner? In this episode, Jimmy McKay is joined by Dave Kittle and Tony Maritato to break down the power of real patient content, community trust, and creating before you’re “ready.” You’ll hear how a free golden ticket visit turned into a viral story and why content is the gateway to opportunity — even if no one’s watching (yet). Plus, how AI is helping therapists reduce cognitive load and focus more on patient care.

Resources & Links:

WEBVTT

00:00:09.454 --> 00:00:10.734
It's just Dave today.

00:00:10.835 --> 00:00:11.394
No, he's early.

00:00:11.414 --> 00:00:12.256
That's why we're highlighting him.

00:00:12.275 --> 00:00:12.656
There he is.

00:00:12.715 --> 00:00:15.178
Everybody's here.

00:00:15.237 --> 00:00:15.997
It's good to have

00:00:16.057 --> 00:00:18.600
personality in those things, right?

00:00:18.620 --> 00:00:19.219
Good morning.

00:00:19.320 --> 00:00:20.740
It's Tuesday the seventeenth.

00:00:21.942 --> 00:00:22.742
We want to kick it off.

00:00:22.843 --> 00:00:25.263
I do like when we can close loops,

00:00:25.283 --> 00:00:25.984
when we talk about

00:00:26.045 --> 00:00:27.745
something and that it doesn't disappear,

00:00:28.326 --> 00:00:28.545
right?

00:00:29.926 --> 00:00:31.468
previously on pt breakfast

00:00:31.507 --> 00:00:33.069
club uh dave was talking

00:00:33.109 --> 00:00:34.911
about a golden ticket idea

00:00:35.752 --> 00:00:37.332
and I remember thinking I

00:00:37.353 --> 00:00:38.654
don't like this idea I love

00:00:38.673 --> 00:00:40.134
this idea let's give a

00:00:40.195 --> 00:00:42.216
quick like previously on pt

00:00:42.235 --> 00:00:43.156
breakfast club like give it

00:00:43.176 --> 00:00:44.537
like a we call it a re-rack

00:00:44.618 --> 00:00:45.759
like if you if someone were

00:00:45.779 --> 00:00:47.701
to just join set them up

00:00:47.720 --> 00:00:48.941
with what it was and then

00:00:48.981 --> 00:00:49.661
what happened and then

00:00:49.682 --> 00:00:50.503
we'll give them an update

00:00:51.442 --> 00:00:53.005
yeah created uh using chat

00:00:53.024 --> 00:00:54.606
gbt created uh this

00:00:56.088 --> 00:00:57.429
golden ticket complimentary

00:00:57.469 --> 00:01:00.051
treatment idea that expires

00:01:00.072 --> 00:01:01.192
at the end of the month and

00:01:01.252 --> 00:01:02.472
basically listed some of

00:01:02.512 --> 00:01:05.135
our services and sort of

00:01:05.355 --> 00:01:06.436
sent it to some people that

00:01:06.475 --> 00:01:07.936
were completely cold on Instagram.

00:01:08.436 --> 00:01:10.659
Also sent an email text to a

00:01:10.679 --> 00:01:11.679
lot of our current and

00:01:11.718 --> 00:01:12.859
previous patients and clients.

00:01:13.299 --> 00:01:13.980
And it's hilarious.

00:01:14.501 --> 00:01:15.561
The only person so far that

00:01:15.581 --> 00:01:16.641
took us up on it is a

00:01:16.682 --> 00:01:18.082
completely cold lead,

00:01:18.364 --> 00:01:20.185
completely cold person who

00:01:20.245 --> 00:01:21.385
I never spoke with, never met,

00:01:22.046 --> 00:01:24.307
no connection, no mutual connections,

00:01:24.367 --> 00:01:24.668
nothing.

00:01:25.367 --> 00:01:26.149
Because this person was

00:01:26.168 --> 00:01:27.650
commenting on a surgeon's

00:01:27.751 --> 00:01:29.112
Instagram page about some

00:01:29.132 --> 00:01:31.415
other topic around her ACL tear.

00:01:32.355 --> 00:01:33.316
I saw that comment.

00:01:33.837 --> 00:01:36.281
And then I went to her profile,

00:01:36.340 --> 00:01:37.382
liked a couple things,

00:01:37.441 --> 00:01:38.703
maybe commented or something.

00:01:39.224 --> 00:01:40.605
She commented back, long story short.

00:01:40.626 --> 00:01:42.268
Then I DM'd her the golden ticket,

00:01:42.287 --> 00:01:43.409
the little digital thing.

00:01:43.769 --> 00:01:44.290
And I was like, hey.

00:01:45.131 --> 00:01:45.852
You're obviously putting out

00:01:45.891 --> 00:01:47.153
content around your ACL tear.

00:01:47.713 --> 00:01:48.734
And if you're interested,

00:01:49.656 --> 00:01:50.658
here's one free treatment.

00:01:50.837 --> 00:01:51.799
It expires at the end of the month.

00:01:51.838 --> 00:01:52.680
It could be a house call.

00:01:52.760 --> 00:01:54.001
It could be also at our

00:01:54.042 --> 00:01:56.144
Midtown Manhattan office on

00:01:56.323 --> 00:01:57.406
West fifty-seventh Street.

00:01:58.266 --> 00:01:59.647
And she's like, yeah, awesome.

00:01:59.707 --> 00:02:00.228
I'm interested.

00:02:00.688 --> 00:02:01.230
And so

00:02:02.111 --> 00:02:02.632
I've been trying to

00:02:02.652 --> 00:02:04.112
coordinate my other therapist,

00:02:04.153 --> 00:02:05.674
Porus Mehta, to do this.

00:02:05.754 --> 00:02:06.694
And I was going to record

00:02:06.715 --> 00:02:07.454
everything because I don't

00:02:07.495 --> 00:02:09.135
want patients hooked on me

00:02:09.156 --> 00:02:10.717
because I'm not in patient care.

00:02:11.318 --> 00:02:13.620
And so it didn't work out with scheduling.

00:02:13.639 --> 00:02:14.360
And I was like, screw it.

00:02:14.400 --> 00:02:15.600
I'm just going to do it myself.

00:02:16.502 --> 00:02:17.302
So we did it yesterday.

00:02:17.643 --> 00:02:18.002
I did...

00:02:19.923 --> 00:02:22.064
In terms of not just closing the loop,

00:02:22.085 --> 00:02:23.605
but letting folks know that

00:02:23.645 --> 00:02:24.366
you don't have to be

00:02:24.506 --> 00:02:26.026
high-tech like Tony

00:02:26.046 --> 00:02:27.127
Meritato and Jimmy McKay,

00:02:27.168 --> 00:02:29.770
you can start at whatever you have.

00:02:30.129 --> 00:02:31.911
What I did is I set up an

00:02:32.110 --> 00:02:34.652
iPad horizontally and I

00:02:34.733 --> 00:02:36.854
recorded five zero,

00:02:36.955 --> 00:02:38.475
fifty minutes of the interaction.

00:02:39.336 --> 00:02:40.396
Which I guess I'm going to

00:02:40.417 --> 00:02:42.078
just post to a new YouTube account,

00:02:42.118 --> 00:02:43.759
which I am now on the hook

00:02:43.840 --> 00:02:44.881
of starting because I've

00:02:44.920 --> 00:02:47.362
said it for Concierge Pain Relief,

00:02:47.402 --> 00:02:48.002
my practice.

00:02:48.324 --> 00:02:49.264
So that was running in the

00:02:49.283 --> 00:02:50.625
background on a desk.

00:02:51.105 --> 00:02:54.187
And then I did some with my phone,

00:02:54.568 --> 00:02:55.969
a minute, minute and a half, whatever,

00:02:56.229 --> 00:02:57.110
thirty second clips.

00:02:59.168 --> 00:03:01.131
of this prospective patient

00:03:01.170 --> 00:03:02.893
client whatever you want to

00:03:02.913 --> 00:03:04.895
call it uh she was

00:03:04.935 --> 00:03:06.818
experiencing some knee

00:03:06.837 --> 00:03:08.379
discomfort so we did some

00:03:08.620 --> 00:03:09.921
stim pod around the knee

00:03:09.942 --> 00:03:11.364
the quad showed her quad

00:03:11.383 --> 00:03:12.444
activation a little muscle

00:03:12.465 --> 00:03:13.466
re-education type stuff

00:03:14.447 --> 00:03:15.368
But long story short,

00:03:15.429 --> 00:03:16.950
we're closing the loop on

00:03:17.031 --> 00:03:18.592
that interaction in terms

00:03:18.652 --> 00:03:19.454
of a little bit.

00:03:19.633 --> 00:03:20.435
It's kind of like two things.

00:03:20.594 --> 00:03:21.776
One is outbound.

00:03:21.937 --> 00:03:23.318
One is like not having any

00:03:23.358 --> 00:03:24.118
fear of rejection.

00:03:24.300 --> 00:03:26.201
Outbound meaning I was I was

00:03:26.262 --> 00:03:27.663
sending cold messages to

00:03:28.564 --> 00:03:29.907
people that are already in

00:03:29.947 --> 00:03:31.468
the area talking about their injuries.

00:03:32.128 --> 00:03:33.729
uh it's actually pretty easy

00:03:33.750 --> 00:03:34.770
to find those folks because

00:03:34.790 --> 00:03:35.812
they're they make it known

00:03:35.831 --> 00:03:37.453
like they put in their bio

00:03:37.492 --> 00:03:39.294
like acl tear ninety

00:03:39.313 --> 00:03:41.034
percent torn or you know

00:03:41.335 --> 00:03:43.157
back pain or parkinson's or

00:03:43.296 --> 00:03:44.356
ms warrior or whatever

00:03:44.417 --> 00:03:45.478
right so like people like

00:03:45.518 --> 00:03:47.659
that they identify with it um

00:03:48.719 --> 00:03:50.981
I sent you guys a video and I know,

00:03:51.181 --> 00:03:53.544
you know, Jimmy, uh, nicely, uh,

00:03:54.724 --> 00:03:55.246
remixed it.

00:03:55.265 --> 00:03:55.445
Yeah.

00:03:55.466 --> 00:03:58.489
Uh, so, so this was, you sent,

00:03:58.649 --> 00:03:59.770
you sent in the group chat, like, Hey,

00:03:59.810 --> 00:04:00.009
here's,

00:04:00.349 --> 00:04:02.872
here's a minute and I cut it down to like,

00:04:03.112 --> 00:04:04.734
and I ran it through an app

00:04:04.774 --> 00:04:05.814
and gave it some judge.

00:04:06.156 --> 00:04:07.116
I'll just share a little bit.

00:04:07.137 --> 00:04:07.437
I'll do.

00:04:07.817 --> 00:04:08.157
All right.

00:04:08.176 --> 00:04:09.538
So we're doing a little STEM pod.

00:04:09.979 --> 00:04:12.901
Uh, Susan, you Twitter ACL in March,

00:04:13.002 --> 00:04:13.862
March seven, she said,

00:04:14.622 --> 00:04:15.463
Okay.

00:04:15.484 --> 00:04:16.783
And you've had a whole bunch of treatments,

00:04:17.404 --> 00:04:20.105
PRPs, stem cell.

00:04:20.526 --> 00:04:21.947
You're doing acupuncture weekly.

00:04:22.007 --> 00:04:23.187
You're going back to Pilates.

00:04:23.288 --> 00:04:24.548
You're doing exercise.

00:04:25.649 --> 00:04:26.329
Showing her story.

00:04:26.350 --> 00:04:28.370
If anybody around is also

00:04:28.411 --> 00:04:30.031
going through that, they see them,

00:04:30.271 --> 00:04:32.994
in my opinion, they see themselves.

00:04:33.053 --> 00:04:35.055
Like this video is not about Dave,

00:04:35.435 --> 00:04:36.956
but because Dave owns the channel,

00:04:37.737 --> 00:04:38.716
Dave's CBS.

00:04:39.416 --> 00:04:40.317
So I think a lot of people

00:04:40.358 --> 00:04:41.319
try to be the show.

00:04:42.216 --> 00:04:44.916
Like early on in PT podcasting,

00:04:45.057 --> 00:04:46.956
nine and a half years ago,

00:04:47.538 --> 00:04:49.437
a lot of people grabbed a

00:04:49.497 --> 00:04:50.899
microphone and launched a podcast.

00:04:50.918 --> 00:04:51.298
And they were like,

00:04:51.358 --> 00:04:53.178
I can't wait to show you how smart I am.

00:04:54.199 --> 00:04:55.339
Whereas Jimmy was like,

00:04:55.379 --> 00:04:56.240
I can't wait to show you

00:04:56.259 --> 00:04:57.360
how much stuff I don't know,

00:04:57.841 --> 00:04:58.521
but we're going to figure

00:04:58.540 --> 00:04:59.380
it out in three minutes.

00:04:59.920 --> 00:05:01.221
I think this is similar

00:05:02.242 --> 00:05:04.843
where the patient is the

00:05:04.882 --> 00:05:05.942
person going through the thing.

00:05:05.983 --> 00:05:07.244
But if you're also going

00:05:07.264 --> 00:05:07.903
through the thing and you

00:05:07.944 --> 00:05:08.944
happen to be in Manhattan,

00:05:09.363 --> 00:05:10.343
like this is the beginning

00:05:10.384 --> 00:05:11.845
of you being the Stu McGill.

00:05:13.533 --> 00:05:14.252
Not crazy.

00:05:14.314 --> 00:05:15.935
Sometimes he's smart,

00:05:15.954 --> 00:05:17.154
but he's also a little off the edge,

00:05:17.596 --> 00:05:19.737
but he's just like the lower back guy.

00:05:19.896 --> 00:05:21.098
But the way he was lower back guy,

00:05:21.177 --> 00:05:22.379
he didn't even do it through content.

00:05:22.439 --> 00:05:22.619
Right.

00:05:22.658 --> 00:05:24.540
He did it the old, old, old school way,

00:05:24.560 --> 00:05:27.901
which is like, this is all like he put,

00:05:28.281 --> 00:05:29.002
he put out there.

00:05:29.622 --> 00:05:31.144
You're not showing ACL.

00:05:31.163 --> 00:05:32.365
Like if you wanted to be ACL.

00:05:32.927 --> 00:05:33.086
Yeah,

00:05:33.266 --> 00:05:35.649
but I don't want to be the Stu McGill

00:05:35.668 --> 00:05:36.350
in terms of treatment.

00:05:36.449 --> 00:05:38.571
I don't want New Yorkers to say,

00:05:38.732 --> 00:05:40.333
I need to go be treated by Dave Kittle.

00:05:40.392 --> 00:05:41.334
I want New Yorkers to say,

00:05:41.514 --> 00:05:42.754
I need concierge pain relief.

00:05:42.834 --> 00:05:43.714
And it doesn't matter which

00:05:43.834 --> 00:05:44.836
therapists over the years

00:05:44.875 --> 00:05:45.997
come and go or whatever.

00:05:47.838 --> 00:05:48.439
It's the whole thing.

00:05:48.738 --> 00:05:50.060
the whole brand promise but

00:05:50.120 --> 00:05:51.721
anyway real quick I did use

00:05:51.781 --> 00:05:53.101
chat gbt got a social media

00:05:53.122 --> 00:05:54.562
release a new one that it

00:05:54.583 --> 00:05:55.504
basically says like hey

00:05:55.524 --> 00:05:56.625
this is you know you have

00:05:56.884 --> 00:05:57.485
you're giving us full

00:05:57.526 --> 00:05:59.226
consent uh we're recording

00:05:59.247 --> 00:06:01.367
videos also we have the

00:06:01.447 --> 00:06:02.769
right we own this these

00:06:02.809 --> 00:06:05.110
digital assets forever uh

00:06:05.211 --> 00:06:06.132
once we post them whatever

00:06:06.192 --> 00:06:07.192
we can modify them change

00:06:07.213 --> 00:06:09.033
them we can take them down

00:06:09.074 --> 00:06:10.175
we can leave them up like

00:06:10.535 --> 00:06:11.716
and you can't tell us like

00:06:11.776 --> 00:06:13.237
later like it needs to be

00:06:13.257 --> 00:06:14.538
pulled down for whatever reason

00:06:14.898 --> 00:06:16.240
So as long as we didn't

00:06:16.259 --> 00:06:17.480
discuss any sensitive information,

00:06:17.521 --> 00:06:18.101
which we didn't,

00:06:18.422 --> 00:06:19.202
I didn't even get into

00:06:19.283 --> 00:06:20.124
asking her anything about

00:06:20.625 --> 00:06:22.586
what company she works for, her job,

00:06:22.666 --> 00:06:22.906
nothing.

00:06:22.927 --> 00:06:24.269
It was all about her ACL,

00:06:24.309 --> 00:06:25.110
all about her experience.

00:06:25.149 --> 00:06:26.190
We talked about her skiing.

00:06:26.571 --> 00:06:27.351
We talked about all the

00:06:27.372 --> 00:06:28.233
things she cares about.

00:06:30.115 --> 00:06:31.937
And it went super well.

00:06:31.997 --> 00:06:32.838
And so now I got some of

00:06:32.858 --> 00:06:33.778
those digital assets that I

00:06:33.798 --> 00:06:35.180
shared with you guys and many,

00:06:35.220 --> 00:06:36.901
many more to get those out there.

00:06:37.843 --> 00:06:40.264
And so a couple of things,

00:06:40.786 --> 00:06:42.067
Tony and Will Boyd.

00:06:42.107 --> 00:06:43.487
So Tony Meritato and Will Boyd,

00:06:43.869 --> 00:06:44.608
a couple of the...

00:06:45.269 --> 00:06:46.129
previous comments that

00:06:46.149 --> 00:06:46.930
they've made over the years,

00:06:46.951 --> 00:06:47.711
like Tony would get

00:06:47.750 --> 00:06:49.291
patients just from

00:06:49.471 --> 00:06:51.072
recording patient videos like this.

00:06:51.192 --> 00:06:52.072
I want him to chime in

00:06:52.093 --> 00:06:53.353
because I think Tony is the

00:06:53.374 --> 00:06:53.894
master at this.

00:06:54.134 --> 00:06:54.853
I don't think there's anyone

00:06:54.894 --> 00:06:56.214
better in the country that

00:06:56.274 --> 00:06:57.956
does videos of their

00:06:57.995 --> 00:07:00.237
patients in the treatment

00:07:00.276 --> 00:07:02.197
experience where the video

00:07:02.237 --> 00:07:03.458
camera is like a fly on the

00:07:03.497 --> 00:07:04.358
wall kind of thing.

00:07:04.978 --> 00:07:06.540
And Tony talks over the

00:07:06.560 --> 00:07:09.141
video or he'll have music over the video.

00:07:09.201 --> 00:07:10.521
Sometimes it depends on the video.

00:07:12.242 --> 00:07:13.343
So the combination of that

00:07:13.382 --> 00:07:15.004
got me going where Tony has

00:07:15.043 --> 00:07:15.725
mentioned over the years,

00:07:15.764 --> 00:07:18.125
like patients will find him,

00:07:18.165 --> 00:07:20.807
they'll pay for

00:07:21.668 --> 00:07:22.629
out-of-pocket services or

00:07:22.649 --> 00:07:23.449
they'll come and drive

00:07:23.509 --> 00:07:24.550
further just to get there.

00:07:25.391 --> 00:07:26.492
And the combination of Will

00:07:26.531 --> 00:07:27.952
Boyd recently saying, you know,

00:07:27.973 --> 00:07:29.173
if he were to start a practice,

00:07:29.694 --> 00:07:31.235
he would do something around modalities.

00:07:31.396 --> 00:07:33.937
And I know there's a little theater,

00:07:33.978 --> 00:07:34.718
we could get into that.

00:07:34.778 --> 00:07:35.257
I know there's a little

00:07:35.278 --> 00:07:35.798
theater around the

00:07:35.819 --> 00:07:37.199
modalities and all this and

00:07:37.420 --> 00:07:38.680
the stim pod that beeps and

00:07:38.701 --> 00:07:40.041
it causes a muscle twitch and all that.

00:07:40.281 --> 00:07:41.202
obviously I did that on

00:07:41.242 --> 00:07:42.463
purpose but I know I use

00:07:42.483 --> 00:07:43.324
this machine myself and it

00:07:43.543 --> 00:07:45.706
works I love it it reduces

00:07:45.826 --> 00:07:46.826
soreness and you know

00:07:46.887 --> 00:07:48.067
discomfort and stuff before

00:07:48.088 --> 00:07:49.168
and after my baseball games

00:07:49.389 --> 00:07:52.250
um but obviously I chose

00:07:52.290 --> 00:07:53.170
that instead of like

00:07:53.732 --> 00:07:54.952
therapeutic exercise for

00:07:54.973 --> 00:07:56.254
the for this acl right so

00:07:56.293 --> 00:07:57.975
like um I use a little bit

00:07:58.014 --> 00:07:59.096
of the you know the will

00:07:59.136 --> 00:08:00.216
boy techniques I use a

00:08:00.255 --> 00:08:01.937
little bit of tony's previous techniques

00:08:02.617 --> 00:08:04.319
uh but um yeah I mean if

00:08:04.339 --> 00:08:05.120
there's any other questions

00:08:05.139 --> 00:08:05.680
and thoughts we can

00:08:05.721 --> 00:08:06.620
certainly discuss it but

00:08:06.740 --> 00:08:07.661
you know I again I just

00:08:07.682 --> 00:08:08.682
think tony's the master at

00:08:08.723 --> 00:08:09.483
it I'm just trying to

00:08:09.543 --> 00:08:10.564
follow the things that he's

00:08:10.644 --> 00:08:11.584
already done that have been

00:08:11.745 --> 00:08:12.286
proven to work

00:08:13.745 --> 00:08:14.807
Real quick.

00:08:14.906 --> 00:08:15.807
I mean, I love it.

00:08:15.867 --> 00:08:16.749
When you sent it over,

00:08:16.809 --> 00:08:17.670
I thought it was great.

00:08:17.790 --> 00:08:19.091
I thought the audio is good.

00:08:19.172 --> 00:08:20.192
I love the, you know,

00:08:22.194 --> 00:08:23.415
looking at the original

00:08:23.456 --> 00:08:27.019
video compared to what Jimmy produced.

00:08:27.660 --> 00:08:28.882
I think there's a sweet spot

00:08:28.901 --> 00:08:30.083
in between and you need to

00:08:30.142 --> 00:08:31.665
experiment with your audience.

00:08:32.365 --> 00:08:32.985
Right now,

00:08:33.145 --> 00:08:34.607
I'm looking at your business

00:08:34.648 --> 00:08:35.609
Facebook page.

00:08:37.485 --> 00:08:40.548
Facebook business pages have

00:08:40.607 --> 00:08:43.048
been like my biggest push

00:08:43.129 --> 00:08:46.551
lately just because they need content.

00:08:47.230 --> 00:08:49.072
I've heard from multiple people that,

00:08:49.511 --> 00:08:50.753
you know, Facebook is really,

00:08:50.773 --> 00:08:51.913
really pushing hard.

00:08:52.134 --> 00:08:53.855
They want more video content

00:08:54.095 --> 00:08:54.995
on business pages.

00:08:55.655 --> 00:08:55.956
Yeah.

00:08:56.851 --> 00:08:57.513
I don't know.

00:08:57.732 --> 00:09:00.576
We got to try like the like

00:09:00.616 --> 00:09:02.798
fancy edits and cuts and zoom in,

00:09:02.818 --> 00:09:03.799
zoom out and all that stuff.

00:09:03.820 --> 00:09:05.461
And then I would try also

00:09:05.501 --> 00:09:07.083
just the straight video

00:09:07.124 --> 00:09:08.446
like you originally had

00:09:08.485 --> 00:09:09.486
without the edits and just

00:09:09.506 --> 00:09:10.467
see what works best.

00:09:10.969 --> 00:09:12.630
But I thought that was awesome.

00:09:13.030 --> 00:09:13.932
I loved her.

00:09:14.432 --> 00:09:15.615
She did a great job.

00:09:16.095 --> 00:09:17.035
your questions,

00:09:17.056 --> 00:09:18.495
you're pointing out like

00:09:18.517 --> 00:09:20.076
when she takes the probe away,

00:09:20.157 --> 00:09:21.378
the muscle stops twitching.

00:09:21.398 --> 00:09:23.139
When she puts the probe on, it twitches.

00:09:23.519 --> 00:09:24.860
You asked her if it was painful.

00:09:24.919 --> 00:09:25.780
She said, no, it's not.

00:09:25.841 --> 00:09:26.861
It feels like a tapping.

00:09:27.442 --> 00:09:28.582
All of that stuff was awesome.

00:09:29.342 --> 00:09:29.423
Yeah.

00:09:29.442 --> 00:09:30.244
I think if you, if you,

00:09:30.443 --> 00:09:31.504
did you go into it with a

00:09:31.583 --> 00:09:33.284
shot sheet or were you just like, Hey,

00:09:33.304 --> 00:09:34.086
let's just grip it and rip it.

00:09:34.225 --> 00:09:34.605
Oh, that,

00:09:34.765 --> 00:09:36.187
that was all completely freestyle.

00:09:36.206 --> 00:09:37.607
There was no, and that's great.

00:09:37.668 --> 00:09:39.188
There was no, there was no outline.

00:09:39.229 --> 00:09:39.568
There was,

00:09:39.708 --> 00:09:40.529
I didn't prep her with any

00:09:40.570 --> 00:09:42.010
questions or anything, nothing.

00:09:42.211 --> 00:09:43.591
I think the more you,

00:09:44.292 --> 00:09:45.173
All right.

00:09:45.232 --> 00:09:46.094
So if you want to be a

00:09:46.114 --> 00:09:47.075
better public speaker,

00:09:47.174 --> 00:09:48.035
you have to speak more,

00:09:48.176 --> 00:09:49.717
but you also have to watch yourself.

00:09:49.738 --> 00:09:50.899
There's this guy, VN,

00:09:50.979 --> 00:09:52.321
he's like a public speaking coach,

00:09:52.780 --> 00:09:53.682
and he gives you three

00:09:53.721 --> 00:09:54.562
things to do when you're

00:09:54.602 --> 00:09:55.403
done public speaking.

00:09:55.423 --> 00:09:56.485
He's like, number one, record it.

00:09:56.985 --> 00:09:58.547
He said, then put it down, wait,

00:09:58.586 --> 00:09:59.508
twenty four hours,

00:09:59.928 --> 00:10:01.250
then just listen to the audio,

00:10:02.030 --> 00:10:03.272
then wait twenty four hours,

00:10:03.413 --> 00:10:04.533
then turn the audio off,

00:10:04.614 --> 00:10:05.875
watch it again and just watch your.

00:10:06.716 --> 00:10:07.836
Just watch your visuals of

00:10:07.856 --> 00:10:08.837
what you're doing with your hands,

00:10:08.857 --> 00:10:10.458
your face, your, you know, your body.

00:10:10.818 --> 00:10:11.219
Then he said,

00:10:11.239 --> 00:10:12.519
you come back twenty four hours later,

00:10:12.600 --> 00:10:13.681
three days later and watch

00:10:13.721 --> 00:10:15.783
it together and give yourself notes.

00:10:16.442 --> 00:10:18.124
I think if you sit down to edit this,

00:10:18.424 --> 00:10:20.245
you'll be like, oh, if I had done this,

00:10:20.326 --> 00:10:21.927
it would have gotten to the point faster.

00:10:22.288 --> 00:10:23.869
Like, so just watching this,

00:10:24.249 --> 00:10:25.350
you don't I don't think you need.

00:10:25.669 --> 00:10:26.330
The reason I did all the

00:10:26.350 --> 00:10:27.230
crazy edits is because I

00:10:27.250 --> 00:10:28.251
had an app on my phone and I was like,

00:10:28.312 --> 00:10:29.133
I don't judge this.

00:10:29.832 --> 00:10:31.734
But I think if you just said, oh,

00:10:31.815 --> 00:10:32.894
what do I want to show now?

00:10:32.934 --> 00:10:33.875
Like if you almost treated

00:10:33.916 --> 00:10:35.977
it like you had a PT student there.

00:10:36.874 --> 00:10:38.884
like a third person, that's the audience.

00:10:39.447 --> 00:10:40.894
What am I trying to show that person?

00:10:42.030 --> 00:10:43.091
And then the patient,

00:10:43.171 --> 00:10:43.951
even if they know nothing

00:10:43.971 --> 00:10:44.630
about their injury,

00:10:45.072 --> 00:10:46.491
they get it because they

00:10:46.611 --> 00:10:48.152
are an expert at this.

00:10:48.371 --> 00:10:49.532
So you can use that person

00:10:49.552 --> 00:10:50.692
as a prop for that third

00:10:50.731 --> 00:10:51.293
person in the room,

00:10:51.312 --> 00:10:52.452
which is always the audience.

00:10:52.993 --> 00:10:54.033
I think the more you do this,

00:10:54.052 --> 00:10:55.192
you're only going to get better at it.

00:10:55.552 --> 00:10:57.033
Not to knock Tony, which I'm not,

00:10:57.053 --> 00:10:57.913
but I think he's really

00:10:57.953 --> 00:10:58.573
good at it because he

00:10:59.553 --> 00:11:01.053
sucked at it and then just

00:11:01.094 --> 00:11:02.433
decided to suck less and

00:11:02.453 --> 00:11:03.355
then just did it so much

00:11:03.375 --> 00:11:04.254
and now he's great at it.

00:11:04.475 --> 00:11:05.414
But that's sort of everything.

00:11:05.434 --> 00:11:06.455
The more you do this,

00:11:06.774 --> 00:11:07.615
the better you will get.

00:11:07.735 --> 00:11:09.475
And I think the curve is steep.

00:11:09.515 --> 00:11:10.816
I think you'll get better faster,

00:11:10.936 --> 00:11:11.395
really fast.

00:11:13.995 --> 00:11:15.938
So also not just all the

00:11:15.958 --> 00:11:17.240
great stuff of like, all right,

00:11:17.259 --> 00:11:17.780
the front end,

00:11:17.801 --> 00:11:20.625
the outbound of getting someone new,

00:11:20.784 --> 00:11:21.505
that's a prospective

00:11:21.525 --> 00:11:22.527
patient into our world,

00:11:22.988 --> 00:11:23.948
getting their approval,

00:11:25.812 --> 00:11:26.732
a little bit of a lost leader,

00:11:26.753 --> 00:11:28.355
cause it's like my time and,

00:11:28.916 --> 00:11:29.716
I'm, you know,

00:11:29.797 --> 00:11:31.498
delivering a completely free

00:11:31.538 --> 00:11:33.639
visit that we all agreed upon upfront,

00:11:33.679 --> 00:11:35.160
like, you know, no charges or whatever.

00:11:35.921 --> 00:11:37.643
And so then at the end, like,

00:11:38.163 --> 00:11:39.583
we did some single leg stance stuff.

00:11:39.604 --> 00:11:40.804
And then I was like, Oh, like,

00:11:40.825 --> 00:11:42.145
because she was moving really well.

00:11:42.166 --> 00:11:43.826
So I was like, Oh, let me show you like,

00:11:43.846 --> 00:11:44.668
have you done any of this

00:11:44.687 --> 00:11:45.568
with your physical therapist?

00:11:45.589 --> 00:11:47.370
Like I put her single leg stance on an RX,

00:11:47.389 --> 00:11:47.710
right?

00:11:48.270 --> 00:11:49.471
And her knees wobbling all

00:11:49.532 --> 00:11:50.211
over like crazy.

00:11:50.493 --> 00:11:51.874
And she goes, Oh, no, no,

00:11:51.894 --> 00:11:53.215
I didn't do any of this with my PTs.

00:11:53.254 --> 00:11:54.995
It was like, you know,

00:11:59.038 --> 00:12:01.679
for acl tear that's ru

00:12:01.740 --> 00:12:02.801
that's ninety percent torn

00:12:02.821 --> 00:12:04.380
apparently through mri and

00:12:04.400 --> 00:12:05.201
she's trying to avoid

00:12:05.261 --> 00:12:07.101
surgery and I'm like you've

00:12:07.282 --> 00:12:08.342
you went to other I'm not

00:12:08.383 --> 00:12:09.163
going to mention names I

00:12:09.202 --> 00:12:09.942
really want to I'm not

00:12:09.962 --> 00:12:11.104
going to mention two big

00:12:11.144 --> 00:12:11.964
names that she went to in

00:12:11.984 --> 00:12:12.945
new york state I won't mention

00:12:14.460 --> 00:12:15.159
I almost mentioned it.

00:12:15.559 --> 00:12:16.059
I won't do it.

00:12:17.240 --> 00:12:20.260
But so she liked being on

00:12:20.280 --> 00:12:21.841
the Eric single leg stance.

00:12:22.181 --> 00:12:23.160
I didn't even get that in video.

00:12:23.181 --> 00:12:24.981
I don't think it was, it was like after,

00:12:25.022 --> 00:12:25.621
after the fact.

00:12:25.741 --> 00:12:27.322
And then she's like, oh,

00:12:27.361 --> 00:12:28.461
I like this office and you,

00:12:28.501 --> 00:12:29.062
this and that.

00:12:29.101 --> 00:12:30.003
And you know, it's nice.

00:12:30.043 --> 00:12:31.602
And you guys have all this,

00:12:31.863 --> 00:12:33.763
all the stuff here as most patients,

00:12:34.003 --> 00:12:34.982
like you have machines and

00:12:35.364 --> 00:12:36.903
whatever stuff and you, you have stuff.

00:12:37.423 --> 00:12:38.043
And then she's like, oh,

00:12:38.063 --> 00:12:39.224
I would love to continue with you guys.

00:12:39.264 --> 00:12:40.504
So like, oh, let's, let's take a look.

00:12:40.524 --> 00:12:40.923
You know, we're,

00:12:40.964 --> 00:12:41.945
we're self-payer out of network.

00:12:41.985 --> 00:12:43.065
Let's take a look at your insurance.

00:12:44.245 --> 00:12:45.605
She already hit her deductible.

00:12:45.686 --> 00:12:47.126
She had great out of network insurance.

00:12:47.167 --> 00:12:48.748
It pays very, very well.

00:12:48.788 --> 00:12:50.749
Her copay is very, very low.

00:12:51.549 --> 00:12:54.270
And if it weren't for, I mean, again,

00:12:54.292 --> 00:12:55.172
I'm trying to get out of patient care.

00:12:55.192 --> 00:12:56.273
She asked about this morning

00:12:56.352 --> 00:12:57.052
or later today,

00:12:57.153 --> 00:12:57.974
my other therapists are

00:12:57.994 --> 00:12:59.754
already busy and then she's out of town.

00:12:59.794 --> 00:13:00.995
So she's going to see one of

00:13:01.015 --> 00:13:01.716
my staff physical

00:13:01.735 --> 00:13:02.797
therapists starting on Monday.

00:13:03.116 --> 00:13:04.357
And I have successfully,

00:13:04.457 --> 00:13:07.039
hopefully successfully pulled off the,

00:13:07.299 --> 00:13:08.961
you know, like pulling, just pull,

00:13:08.980 --> 00:13:10.182
just pulling the sheet or

00:13:10.221 --> 00:13:11.802
just pulling the, the, the, um,

00:13:12.687 --> 00:13:14.009
the oh my gosh the

00:13:14.048 --> 00:13:15.190
tablecloth right off the

00:13:15.210 --> 00:13:16.250
table but keep the

00:13:16.289 --> 00:13:17.010
silverware and all the

00:13:17.071 --> 00:13:18.072
everything else is there so

00:13:18.471 --> 00:13:20.513
I I slipped that out porous

00:13:20.533 --> 00:13:21.214
my therapist is going to

00:13:21.234 --> 00:13:22.654
take over he loves working

00:13:22.674 --> 00:13:24.014
with clients with acl tears

00:13:24.296 --> 00:13:24.995
he's going to continue

00:13:25.395 --> 00:13:26.716
treating her he gets paid

00:13:26.736 --> 00:13:27.837
well she's got great

00:13:27.878 --> 00:13:28.839
insurance she's got a low

00:13:28.879 --> 00:13:30.679
copay she wants one-on-one

00:13:30.700 --> 00:13:31.399
business she went to the

00:13:31.440 --> 00:13:32.140
other places with the

00:13:32.160 --> 00:13:33.341
machines and it was super

00:13:33.381 --> 00:13:34.982
busy and multiple patients

00:13:35.743 --> 00:13:37.303
maybe a mil uh multiple

00:13:37.323 --> 00:13:38.063
patients at the same time

00:13:38.524 --> 00:13:39.024
she didn't get the

00:13:39.063 --> 00:13:39.943
attention that she wanted

00:13:40.044 --> 00:13:42.345
so not only did this help

00:13:42.365 --> 00:13:43.666
with video content that I

00:13:43.686 --> 00:13:45.166
get to keep pictures uh

00:13:45.225 --> 00:13:46.486
selfie videos that kind of

00:13:46.567 --> 00:13:47.106
you know that I already

00:13:47.147 --> 00:13:49.408
posted uh short form video

00:13:49.668 --> 00:13:51.467
long form video got a video

00:13:51.969 --> 00:13:53.328
and a lead a prospective

00:13:53.349 --> 00:13:54.149
patient that is now

00:13:54.188 --> 00:13:56.950
converting into a plan of

00:13:57.009 --> 00:13:58.730
care how cool is that

00:13:59.744 --> 00:14:02.245
Listen, you go into this, the more you,

00:14:02.284 --> 00:14:03.605
if you did this ten times,

00:14:03.765 --> 00:14:05.147
you'd be a hundred times better.

00:14:05.706 --> 00:14:06.908
And I think that math, maths.

00:14:07.508 --> 00:14:09.688
And then I think then you

00:14:09.708 --> 00:14:11.009
build a process around it,

00:14:11.429 --> 00:14:12.730
which is you find an editor

00:14:13.010 --> 00:14:15.052
offsite and then you have,

00:14:16.692 --> 00:14:17.852
you need four or five

00:14:17.893 --> 00:14:19.333
different formats for this.

00:14:19.374 --> 00:14:19.774
That's it.

00:14:20.453 --> 00:14:21.534
This is the, hey,

00:14:21.595 --> 00:14:22.715
nice to meet you background

00:14:22.754 --> 00:14:23.456
video or whatever.

00:14:23.495 --> 00:14:24.655
You just find four or five

00:14:24.696 --> 00:14:25.976
different videos that you

00:14:25.996 --> 00:14:27.538
can get pretty much with any patient

00:14:28.672 --> 00:14:30.092
Irregardless, regardless,

00:14:30.234 --> 00:14:31.073
irregardless isn't a word,

00:14:31.114 --> 00:14:32.296
regardless of their injury

00:14:32.735 --> 00:14:34.116
that you sort of ask and

00:14:34.136 --> 00:14:34.618
you're going to know the

00:14:34.658 --> 00:14:36.158
questions and you're going

00:14:36.178 --> 00:14:37.039
to know what to shoot and

00:14:37.059 --> 00:14:37.961
what to have in the background.

00:14:38.260 --> 00:14:38.922
And then you just turn to

00:14:38.942 --> 00:14:41.323
your editor and you go at minute fifteen.

00:14:41.423 --> 00:14:42.105
I think there's a really

00:14:42.144 --> 00:14:43.086
great whatever a minute,

00:14:43.105 --> 00:14:43.966
twenty seven minutes.

00:14:44.187 --> 00:14:45.087
And then you have those and

00:14:45.107 --> 00:14:46.349
you just lather, rinse, repeat.

00:14:46.629 --> 00:14:47.791
Now it's a process sizable.

00:14:49.697 --> 00:14:50.037
Well, so Tony,

00:14:50.057 --> 00:14:50.977
I was just going to ask Tony, like,

00:14:51.577 --> 00:14:52.979
what have you learned?

00:14:52.999 --> 00:14:53.158
Like,

00:14:53.178 --> 00:14:54.440
because I don't think you go back and

00:14:54.500 --> 00:14:55.279
record game tape.

00:14:55.299 --> 00:14:57.120
Like, I think you just like record stuff.

00:14:57.160 --> 00:14:58.241
You just have some

00:14:58.721 --> 00:14:59.962
understanding of patients

00:14:59.982 --> 00:15:00.964
in the physical therapy world.

00:15:00.984 --> 00:15:03.144
Like you just record clips, you post it.

00:15:03.644 --> 00:15:04.466
And I don't know,

00:15:04.525 --> 00:15:05.787
it seems like it's just volume for you,

00:15:05.807 --> 00:15:06.947
but you've been doing it for so long.

00:15:06.988 --> 00:15:08.388
I'm sure it just feels like, you know,

00:15:08.427 --> 00:15:09.328
breathing and, you know,

00:15:09.668 --> 00:15:10.769
talking for you at this point.

00:15:11.494 --> 00:15:12.033
I did, though.

00:15:12.434 --> 00:15:12.995
That's the thing.

00:15:13.034 --> 00:15:14.456
And I've shared this before.

00:15:14.535 --> 00:15:16.136
Like for years,

00:15:16.336 --> 00:15:18.918
I would record myself treating patients.

00:15:18.958 --> 00:15:20.620
I would record the patient engagement.

00:15:20.681 --> 00:15:21.921
I'd go back and watch it.

00:15:22.721 --> 00:15:23.842
I was shocked the first

00:15:23.883 --> 00:15:25.024
couple of times when I

00:15:25.144 --> 00:15:27.504
looked at myself during an

00:15:27.565 --> 00:15:29.125
initial evaluation and I

00:15:29.166 --> 00:15:30.888
looked at the expressions on my face.

00:15:30.927 --> 00:15:31.248
I'm like,

00:15:31.748 --> 00:15:33.710
I wouldn't want that guy evaluating me.

00:15:33.769 --> 00:15:36.250
That guy looks completely disinterested,

00:15:36.311 --> 00:15:37.972
completely bored, tired.

00:15:39.033 --> 00:15:41.895
So I put myself in that

00:15:41.956 --> 00:15:43.577
situation to go back and

00:15:43.638 --> 00:15:46.159
learn and improve and tweak things.

00:15:46.600 --> 00:15:47.461
And you're right.

00:15:47.581 --> 00:15:48.643
I've been doing it.

00:15:49.485 --> 00:15:50.804
for over a decade.

00:15:50.825 --> 00:15:51.186
So I've,

00:15:51.346 --> 00:15:52.806
I've got enough reps that it looks

00:15:52.865 --> 00:15:53.625
easier now.

00:15:54.547 --> 00:15:54.986
Um,

00:15:55.006 --> 00:15:56.466
the one thing that you keep saying that

00:15:56.486 --> 00:15:57.467
I wanted to go back to,

00:15:57.548 --> 00:15:58.888
and I'm sure you know this,

00:15:58.927 --> 00:16:01.269
but for the audience, you keep saying,

00:16:01.448 --> 00:16:02.589
I did this for free.

00:16:02.688 --> 00:16:03.649
I'm not getting paid.

00:16:03.690 --> 00:16:05.490
You didn't like the reality

00:16:05.549 --> 00:16:07.291
is you couldn't have gotten that content.

00:16:07.331 --> 00:16:08.431
If you didn't do it,

00:16:08.831 --> 00:16:09.892
what's the alternative.

00:16:09.912 --> 00:16:11.532
You're not going to hire an actress.

00:16:11.552 --> 00:16:12.871
You're not going to hire, you know,

00:16:13.812 --> 00:16:15.673
I've considered, I've mentioned, well,

00:16:15.832 --> 00:16:17.573
so in other words, you, you,

00:16:17.754 --> 00:16:19.875
did get paid in the sense

00:16:19.914 --> 00:16:21.275
that you weren't paying

00:16:21.316 --> 00:16:22.916
someone to to get this

00:16:22.956 --> 00:16:24.456
content generated you know

00:16:24.517 --> 00:16:26.158
like there was a value

00:16:26.238 --> 00:16:27.899
exchange here both of you

00:16:27.938 --> 00:16:29.440
came out with more value

00:16:29.480 --> 00:16:31.581
than when you went in now

00:16:31.620 --> 00:16:33.221
the bonus the cherry on top

00:16:33.321 --> 00:16:34.701
is okay so you converted a

00:16:34.761 --> 00:16:36.222
patient maybe you got some

00:16:36.263 --> 00:16:36.842
out of network

00:16:36.863 --> 00:16:37.964
reimbursement coming your

00:16:38.004 --> 00:16:40.164
way um but even if you

00:16:40.205 --> 00:16:41.384
didn't even if this person

00:16:41.465 --> 00:16:42.625
never came back to you

00:16:43.285 --> 00:16:44.706
that piece of content,

00:16:45.126 --> 00:16:46.868
the multiple pieces of

00:16:46.908 --> 00:16:48.109
content you're going to pull,

00:16:48.649 --> 00:16:49.809
that's huge value.

00:16:50.289 --> 00:16:51.931
There are companies that are paying,

00:16:52.331 --> 00:16:53.731
you know, last I checked,

00:16:53.831 --> 00:16:54.731
it was like a hundred

00:16:54.772 --> 00:16:58.374
dollars a minute for finished video.

00:16:58.913 --> 00:17:00.855
If you have a one minute video, I mean,

00:17:00.875 --> 00:17:01.775
that's a hundred dollars.

00:17:01.796 --> 00:17:02.755
That's what Medicare is

00:17:02.796 --> 00:17:04.817
paying for an hour therapy session.

00:17:05.238 --> 00:17:07.118
And I know you have more

00:17:07.138 --> 00:17:08.378
than a minute of content.

00:17:08.419 --> 00:17:08.599
So

00:17:09.440 --> 00:17:11.281
There was absolutely a value exchange.

00:17:11.321 --> 00:17:12.303
You came out ahead.

00:17:12.343 --> 00:17:13.463
She came out ahead.

00:17:13.963 --> 00:17:17.406
Everybody did better.

00:17:17.547 --> 00:17:18.587
What's Dan saying?

00:17:19.108 --> 00:17:20.170
If athletes do it.

00:17:21.615 --> 00:17:21.756
Yeah,

00:17:22.396 --> 00:17:24.740
I think what Dan is saying is this is

00:17:24.799 --> 00:17:26.803
what coaches and trainers do.

00:17:28.605 --> 00:17:30.086
Look at BlazePod content.

00:17:30.887 --> 00:17:31.970
And I don't have a perfect

00:17:31.990 --> 00:17:33.211
timeline of when BlazePod

00:17:33.251 --> 00:17:34.292
first came out in their content,

00:17:34.313 --> 00:17:35.253
but I'm pretty sure it was

00:17:35.294 --> 00:17:37.938
like slick close-up videos

00:17:37.978 --> 00:17:39.180
of blinking blue dots.

00:17:40.494 --> 00:17:42.336
And then they did the dots in action.

00:17:42.675 --> 00:17:43.916
And you don't have to be a

00:17:44.436 --> 00:17:45.557
rocket scientist to figure

00:17:45.597 --> 00:17:47.679
out which videos play better.

00:17:48.338 --> 00:17:53.122
Take a nod in style from chiropractors.

00:17:53.662 --> 00:17:54.623
Like who's the dude with the

00:17:54.682 --> 00:17:55.782
big green hammer?

00:17:56.103 --> 00:17:57.144
Who's literally like hammer

00:17:57.183 --> 00:17:58.924
and chiseling people.

00:17:59.065 --> 00:18:00.526
I'm not saying hammer and chisel.

00:18:00.945 --> 00:18:02.606
I'm not saying hammer and chisel people.

00:18:02.866 --> 00:18:04.367
It was like Bo Hightower,

00:18:04.387 --> 00:18:05.388
like a very unique name or

00:18:05.409 --> 00:18:05.989
something like that.

00:18:06.108 --> 00:18:06.710
Ding, ding, ding.

00:18:06.990 --> 00:18:08.151
Like whether that's his real

00:18:08.191 --> 00:18:09.711
name or his adult film, I don't know.

00:18:09.731 --> 00:18:10.613
It's some sort of name that

00:18:10.692 --> 00:18:12.334
he just chose for himself.

00:18:12.354 --> 00:18:12.993
You remembered it.

00:18:13.013 --> 00:18:14.855
And he stands out and he

00:18:14.955 --> 00:18:17.557
understands what business he's in.

00:18:17.596 --> 00:18:19.138
He's in an attention economy business.

00:18:19.759 --> 00:18:23.080
So he does whatever, you know,

00:18:23.161 --> 00:18:24.221
we talked about this before.

00:18:24.241 --> 00:18:25.103
And I think Dave, we'll,

00:18:25.143 --> 00:18:27.523
we'll play back the tape that he,

00:18:28.464 --> 00:18:29.545
Is there a business model in

00:18:29.565 --> 00:18:30.705
which Tony can have a

00:18:30.746 --> 00:18:32.865
brick-and-mortar clinic and

00:18:32.925 --> 00:18:34.446
make more money on the

00:18:34.507 --> 00:18:36.346
content or the attention

00:18:36.366 --> 00:18:37.188
that he generates and

00:18:37.228 --> 00:18:38.228
treating people for free?

00:18:38.647 --> 00:18:39.768
And I remember sitting there thinking,

00:18:40.288 --> 00:18:41.169
well, that's crazy.

00:18:41.328 --> 00:18:42.548
I'm sort of with Dave on this one.

00:18:42.628 --> 00:18:42.989
And I was like,

00:18:43.009 --> 00:18:44.190
but are there any

00:18:44.349 --> 00:18:45.670
organizations that can do that now?

00:18:45.990 --> 00:18:48.111
I think that dude, Bo Hightower â

00:18:48.171 --> 00:18:49.132
probably pulls it off.

00:18:49.512 --> 00:18:50.914
Trust me, I bet you he charges people,

00:18:51.275 --> 00:18:52.237
but I bet you he could pull

00:18:52.257 --> 00:18:53.939
it off in terms of revenue

00:18:54.019 --> 00:18:55.260
or things generated or

00:18:55.381 --> 00:18:56.782
money generated around the content.

00:18:57.223 --> 00:18:58.125
Judge Judy though,

00:18:58.566 --> 00:19:00.028
and I'm pretty sure most people know this,

00:19:00.048 --> 00:19:00.868
but for the people that don't,

00:19:00.888 --> 00:19:02.029
if you go on these

00:19:02.069 --> 00:19:03.653
courtroom drama shows in the daytime,

00:19:04.804 --> 00:19:06.384
They, one hundred percent,

00:19:06.704 --> 00:19:09.185
if I'm suing Dave for, you know, whatever,

00:19:09.246 --> 00:19:10.146
stealing my toaster,

00:19:10.666 --> 00:19:12.307
we agree to sign away our rights.

00:19:12.327 --> 00:19:13.648
We can go on that TV show.

00:19:14.009 --> 00:19:15.308
And then if the judge finds

00:19:15.368 --> 00:19:16.490
it guilty and Jimmy gets

00:19:16.549 --> 00:19:18.070
his thousand dollar toaster,

00:19:18.330 --> 00:19:19.791
Dave doesn't pay, the show does.

00:19:20.605 --> 00:19:22.567
Because they're like,

00:19:22.606 --> 00:19:24.248
we need to fill a twelve minute problem.

00:19:24.949 --> 00:19:26.650
I need a new toaster problem.

00:19:26.970 --> 00:19:28.151
Although there is the guy,

00:19:28.171 --> 00:19:28.871
do you see the guy who

00:19:28.891 --> 00:19:30.451
creates fake Facebook pages?

00:19:30.471 --> 00:19:31.132
He's a comedian.

00:19:31.553 --> 00:19:32.752
He'll create the Facebook

00:19:32.772 --> 00:19:34.074
page for City of Los

00:19:34.173 --> 00:19:35.954
Angeles and he'll comment

00:19:36.174 --> 00:19:37.455
as the City of Los Angeles.

00:19:37.536 --> 00:19:38.217
It's hysterical.

00:19:38.676 --> 00:19:39.897
But he actually has old

00:19:39.917 --> 00:19:40.778
videos of him and his

00:19:40.838 --> 00:19:41.779
friends going on these

00:19:41.819 --> 00:19:42.920
courtroom shows because I'm

00:19:42.960 --> 00:19:43.681
sure the producer of the

00:19:43.701 --> 00:19:44.501
courtroom show is like,

00:19:44.582 --> 00:19:45.563
I don't care if this is real.

00:19:45.843 --> 00:19:46.824
I need to fill eight minutes.

00:19:46.864 --> 00:19:47.683
Can you fill eight minutes?

00:19:47.964 --> 00:19:48.625
You look interesting.

00:19:48.664 --> 00:19:49.566
This is a good story.

00:19:49.826 --> 00:19:51.366
Will you keep it up for the cameras?

00:19:51.728 --> 00:19:54.990
But that's a model that they

00:19:55.049 --> 00:19:57.071
trade attention for the

00:19:57.192 --> 00:19:59.034
service and a little bit of money.

00:19:59.969 --> 00:20:01.790
I was just watching that guy yesterday.

00:20:02.872 --> 00:20:04.053
I remember the story where

00:20:04.093 --> 00:20:05.294
he shared that he and his

00:20:05.334 --> 00:20:07.236
friends would create fake

00:20:07.256 --> 00:20:08.977
disputes and then go on

00:20:09.017 --> 00:20:10.519
Judge Judy and all those

00:20:10.538 --> 00:20:12.721
shows so that they could get paid.

00:20:12.740 --> 00:20:14.221
That was a way for them to make money.

00:20:14.261 --> 00:20:15.242
That guy is incredible.

00:20:15.824 --> 00:20:16.944
Right.

00:20:17.244 --> 00:20:18.326
Will is saying that there's

00:20:18.346 --> 00:20:19.787
a guy named Jeff Cavalier.

00:20:19.826 --> 00:20:21.548
Yeah,

00:20:21.709 --> 00:20:23.590
that's Athlete X. I don't know who

00:20:23.631 --> 00:20:23.871
that is.

00:20:23.911 --> 00:20:24.731
I've never heard of this guy.

00:20:24.751 --> 00:20:25.673
I'm looking him up right now.

00:20:27.251 --> 00:20:30.659
If that's AthleanX, I've researched him,

00:20:30.778 --> 00:20:32.061
his whole business model.

00:20:32.763 --> 00:20:34.948
I have no idea what kind of money he makes,

00:20:34.988 --> 00:20:36.070
but it's got to be seven

00:20:36.111 --> 00:20:37.314
figures between...

00:20:39.065 --> 00:20:41.266
What he's got on YouTube,

00:20:41.346 --> 00:20:43.727
what he's got with a paid membership,

00:20:43.807 --> 00:20:44.428
I think they have

00:20:44.488 --> 00:20:46.548
supplements and some other things also.

00:20:48.048 --> 00:20:49.509
This guy just â I had no

00:20:49.589 --> 00:20:51.431
idea he was even a physical therapist.

00:20:51.451 --> 00:20:54.231
I don't know if we want to

00:20:54.291 --> 00:20:54.772
talk about â Hold on.

00:20:54.792 --> 00:20:55.792
Not what you just said right there.

00:20:55.813 --> 00:20:56.873
You have no idea he's a

00:20:56.913 --> 00:20:57.874
physical therapist because

00:20:57.913 --> 00:20:59.295
he understands what game he's in.

00:20:59.714 --> 00:21:00.894
He understands what game â

00:21:00.595 --> 00:21:01.935
he understands what business he's in.

00:21:03.057 --> 00:21:04.419
He's a great example.

00:21:04.919 --> 00:21:06.099
I was listening on my way

00:21:06.160 --> 00:21:08.201
into work this morning.

00:21:08.781 --> 00:21:10.022
They were talking about

00:21:10.583 --> 00:21:12.304
beyond meat and they were

00:21:12.344 --> 00:21:13.944
saying how all these meat

00:21:14.025 --> 00:21:16.807
alternative plant-based meat replacements,

00:21:16.846 --> 00:21:19.028
like they had big plans, big aspirations.

00:21:19.048 --> 00:21:21.109
They went IPO and then the

00:21:21.150 --> 00:21:22.510
stock prices are crashing.

00:21:23.131 --> 00:21:25.532
And I feel like a big part of that,

00:21:25.573 --> 00:21:26.334
you know, they went through,

00:21:26.354 --> 00:21:26.933
they were like, well,

00:21:26.973 --> 00:21:28.255
the taste wasn't quite there.

00:21:28.275 --> 00:21:31.136
It's more expensive than meat.

00:21:31.497 --> 00:21:32.238
All this stuff.

00:21:32.317 --> 00:21:32.698
I'm like,

00:21:33.157 --> 00:21:34.239
The bottom line is they're

00:21:34.278 --> 00:21:35.660
still coming into a market

00:21:36.040 --> 00:21:37.301
trying to replace the

00:21:37.382 --> 00:21:40.704
incumbent by talking about the incumbent.

00:21:41.865 --> 00:21:43.186
We talked about this with

00:21:43.227 --> 00:21:44.188
plant-based milks.

00:21:45.148 --> 00:21:47.089
I don't want milk in the

00:21:47.130 --> 00:21:49.071
name of pressed almonds.

00:21:49.592 --> 00:21:50.993
If I'm looking for something,

00:21:51.054 --> 00:21:52.095
don't call it milk because

00:21:52.134 --> 00:21:53.095
I'm going to expect the

00:21:53.135 --> 00:21:55.498
mouth feel of cow milk.

00:21:56.288 --> 00:21:58.589
And so I feel like, you know, he came out,

00:21:58.990 --> 00:21:59.829
AthleanX,

00:22:00.150 --> 00:22:01.151
there was no reference to

00:22:01.191 --> 00:22:01.951
physical therapy.

00:22:01.971 --> 00:22:02.770
He doesn't even look like a

00:22:02.810 --> 00:22:03.790
physical therapist.

00:22:04.271 --> 00:22:06.051
He's putting all this content out there.

00:22:06.092 --> 00:22:06.991
He did amazing,

00:22:07.011 --> 00:22:07.992
blew it out of the water

00:22:08.032 --> 00:22:08.972
because he created

00:22:09.032 --> 00:22:11.153
something completely unique

00:22:11.314 --> 00:22:14.194
and like it stands on its own merits.

00:22:15.075 --> 00:22:15.755
I think that's what's

00:22:15.795 --> 00:22:16.536
killing us in the

00:22:16.576 --> 00:22:17.935
profession is we keep

00:22:17.976 --> 00:22:19.696
defaulting back to those

00:22:19.777 --> 00:22:21.737
letters that mean nothing

00:22:21.777 --> 00:22:23.018
to the average consumer,

00:22:23.057 --> 00:22:24.157
have more negative

00:22:25.619 --> 00:22:27.282
Dave just said his ACL

00:22:27.303 --> 00:22:29.086
person went to therapy

00:22:29.145 --> 00:22:30.208
somewhere else and thought

00:22:30.228 --> 00:22:31.048
that was therapy.

00:22:31.490 --> 00:22:33.051
Now they go to Dave and they're like, oh,

00:22:33.073 --> 00:22:34.193
I had no idea we could do

00:22:34.233 --> 00:22:34.935
this kind of stuff.

00:22:36.766 --> 00:22:38.768
But more people might learn

00:22:38.948 --> 00:22:41.269
our style if I post the

00:22:41.309 --> 00:22:42.852
short form and then, you know,

00:22:42.892 --> 00:22:43.992
the short form and the long

00:22:44.032 --> 00:22:45.554
form together on YouTube or whatever.

00:22:45.614 --> 00:22:47.256
And then if someone wanted to,

00:22:47.276 --> 00:22:47.816
they could click.

00:22:47.836 --> 00:22:48.416
They don't have to watch the

00:22:48.436 --> 00:22:50.419
whole fifty minutes or in future videos,

00:22:50.439 --> 00:22:51.159
the whole one hour or

00:22:51.179 --> 00:22:51.940
whatever interaction.

00:22:52.339 --> 00:22:53.181
But you can kind of click

00:22:53.221 --> 00:22:54.442
and drag across a sixty

00:22:54.461 --> 00:22:55.583
minute or a fifty five

00:22:55.623 --> 00:22:57.325
minute video and be like, oh, wow,

00:22:57.365 --> 00:22:57.704
like this.

00:22:58.046 --> 00:22:59.146
All these visits are like

00:22:59.227 --> 00:22:59.926
because this is something

00:23:00.007 --> 00:23:00.867
Tony also said is like

00:23:01.208 --> 00:23:02.169
potentially consider.

00:23:03.009 --> 00:23:04.510
hosting the full video,

00:23:04.530 --> 00:23:05.612
which also no one does.

00:23:05.711 --> 00:23:06.592
No one does this because

00:23:06.632 --> 00:23:07.732
they're afraid of getting

00:23:07.752 --> 00:23:09.173
nitpicked or like, you know,

00:23:09.213 --> 00:23:10.134
being like picked apart

00:23:10.154 --> 00:23:11.195
that they didn't do this or that.

00:23:11.256 --> 00:23:11.536
By the way,

00:23:11.596 --> 00:23:13.396
my evaluation was like no

00:23:13.436 --> 00:23:14.238
manual muscle tests.

00:23:14.258 --> 00:23:17.038
Like we didn't measure range of motion.

00:23:17.119 --> 00:23:18.701
It was so, it was, you'll see.

00:23:19.121 --> 00:23:19.820
I might have to title it

00:23:19.840 --> 00:23:21.762
like unique ACL evaluation

00:23:21.782 --> 00:23:23.384
because it was a ton of conversation.

00:23:23.763 --> 00:23:24.964
And then we got into some stuff.

00:23:25.644 --> 00:23:27.506
Have you guys ever searched

00:23:27.586 --> 00:23:30.208
YouTube for like physical

00:23:30.248 --> 00:23:31.709
therapy evaluation?

00:23:31.729 --> 00:23:32.450
No.

00:23:33.287 --> 00:23:35.009
The stuff that comes up,

00:23:35.368 --> 00:23:37.711
it is remarkably boring,

00:23:38.632 --> 00:23:40.354
absolutely uninspiring.

00:23:40.814 --> 00:23:43.136
Like I watch it and I'm like,

00:23:43.257 --> 00:23:44.298
is this what we're putting

00:23:44.377 --> 00:23:45.259
out to the public?

00:23:45.318 --> 00:23:45.659
You know,

00:23:45.699 --> 00:23:47.421
and it reminds me of going back

00:23:47.441 --> 00:23:48.642
to PT school and

00:23:49.461 --> 00:23:52.462
It's got this fake patient who, you know,

00:23:53.202 --> 00:23:54.584
the therapist is asking all

00:23:54.624 --> 00:23:55.344
these questions,

00:23:55.384 --> 00:23:56.904
going through all these special tests,

00:23:57.345 --> 00:23:59.144
doing all of this stuff

00:23:59.625 --> 00:24:01.086
that repeatedly research

00:24:01.105 --> 00:24:03.366
has said is completely useless.

00:24:03.406 --> 00:24:05.186
Like special tests aren't so special.

00:24:06.248 --> 00:24:07.428
All this stuff is just a

00:24:07.508 --> 00:24:08.709
complete waste of time.

00:24:09.509 --> 00:24:09.729
Yeah.

00:24:11.106 --> 00:24:13.669
we need more individuals who

00:24:13.709 --> 00:24:15.390
are willing to be judged

00:24:15.810 --> 00:24:16.651
because we will be,

00:24:16.911 --> 00:24:18.372
we'll absolutely be judged,

00:24:18.412 --> 00:24:20.614
but willing to put real

00:24:20.653 --> 00:24:21.875
patient engagements out

00:24:21.914 --> 00:24:23.476
there with the patient's consent,

00:24:23.596 --> 00:24:25.518
HIPAA privacy notices in place.

00:24:26.178 --> 00:24:30.020
But, you know, yeah, I mean,

00:24:30.040 --> 00:24:33.123
the video that I got on the

00:24:33.143 --> 00:24:34.703
screen right now has thirty

00:24:34.763 --> 00:24:35.944
seven thousand views.

00:24:36.405 --> 00:24:37.787
It looks more like a proof

00:24:37.826 --> 00:24:39.268
of life hostage video.

00:24:41.108 --> 00:24:41.328
Right.

00:24:41.348 --> 00:24:42.609
Look how sad this guy is.

00:24:42.650 --> 00:24:43.111
Now, remember,

00:24:43.151 --> 00:24:44.711
like this video is twelve years old.

00:24:44.731 --> 00:24:45.752
This is early YouTube.

00:24:45.772 --> 00:24:46.853
So you really can't trust it.

00:24:47.294 --> 00:24:48.875
But like, yeah, this is what we're doing.

00:24:49.576 --> 00:24:50.496
There's a video from Tim.

00:24:50.615 --> 00:24:51.497
Tim does good stuff.

00:24:51.957 --> 00:24:52.357
He does.

00:24:52.397 --> 00:24:53.499
He does great stuff.

00:24:53.538 --> 00:24:55.039
But this isn't really like

00:24:55.400 --> 00:24:58.301
he's not showing a mock evaluation.

00:24:58.382 --> 00:24:59.742
I've seen all of these.

00:25:01.384 --> 00:25:03.125
It's just time for the next

00:25:03.165 --> 00:25:04.446
generation to come out.

00:25:05.188 --> 00:25:06.249
Go back up real quick.

00:25:07.102 --> 00:25:09.644
So this one right here, low back pain,

00:25:10.284 --> 00:25:12.704
you know, I mean, it's reasonable.

00:25:12.925 --> 00:25:14.086
Like I would never say

00:25:14.145 --> 00:25:16.268
anything negative about what he does.

00:25:16.488 --> 00:25:19.308
If you open the textbook and follow along,

00:25:19.970 --> 00:25:21.351
he's doing what people

00:25:21.391 --> 00:25:23.471
learn to do in physical therapy school.

00:25:24.420 --> 00:25:25.980
But this is not like the

00:25:26.059 --> 00:25:27.941
patient care experience that we want.

00:25:27.980 --> 00:25:28.280
You know,

00:25:28.320 --> 00:25:29.901
you look at the guy like that guy

00:25:29.941 --> 00:25:30.721
doesn't resonate.

00:25:30.820 --> 00:25:32.142
I haven't had a guy like

00:25:32.182 --> 00:25:34.061
that in my clinic in twenty years.

00:25:34.362 --> 00:25:34.582
Right.

00:25:34.902 --> 00:25:37.442
So and when they do come in, I'm like,

00:25:37.462 --> 00:25:37.942
you know what?

00:25:38.163 --> 00:25:38.722
You're fine.

00:25:38.903 --> 00:25:39.742
No red flags.

00:25:40.083 --> 00:25:41.423
Go back to work now.

00:25:42.223 --> 00:25:43.344
So this is a good this is a

00:25:43.384 --> 00:25:45.243
good we didn't script this beta test.

00:25:45.324 --> 00:25:46.943
I can't I can't game YouTube.

00:25:46.963 --> 00:25:47.904
I just typed in YouTube

00:25:47.964 --> 00:25:49.204
physical therapy evaluation.

00:25:50.375 --> 00:25:51.056
This one, hold on.

00:25:51.316 --> 00:25:53.277
Oh, okay, this is an ad.

00:25:53.297 --> 00:25:53.797
I was going to say,

00:25:53.817 --> 00:25:54.656
I know this guy's from down

00:25:54.696 --> 00:25:55.157
the road from me.

00:25:55.178 --> 00:25:55.538
That's why.

00:25:56.417 --> 00:25:58.898
So, hey, great job, Justin Feldman.

00:25:58.999 --> 00:25:59.479
Retargeting.

00:26:00.378 --> 00:26:01.579
Justin Feldman, way to go.

00:26:03.700 --> 00:26:05.000
Yeah, these are all classroom.

00:26:06.780 --> 00:26:08.741
How come, though... Oh,

00:26:08.761 --> 00:26:09.761
Total Therapy Solutions.

00:26:10.162 --> 00:26:11.042
First page of YouTube.

00:26:11.063 --> 00:26:11.462
There you go.

00:26:11.482 --> 00:26:12.903
Tony!

00:26:12.942 --> 00:26:14.884
This looks like the very first one.

00:26:16.209 --> 00:26:17.009
hundred and two thousand

00:26:17.029 --> 00:26:17.630
views for this one.

00:26:17.930 --> 00:26:18.691
This looks like the very

00:26:18.730 --> 00:26:20.451
first video I've seen in the scroll.

00:26:20.471 --> 00:26:22.192
If I type in physical therapy evaluation,

00:26:22.613 --> 00:26:24.355
which looks more like what

00:26:24.414 --> 00:26:25.756
Gary Vee said ten years ago,

00:26:25.836 --> 00:26:26.855
document don't create.

00:26:27.916 --> 00:26:29.478
The first thirty two were create.

00:26:30.138 --> 00:26:30.278
Now,

00:26:30.358 --> 00:26:31.880
some of them are old YouTube and

00:26:32.140 --> 00:26:32.920
friends that like no

00:26:32.980 --> 00:26:33.941
YouTube will tell me like

00:26:34.340 --> 00:26:35.382
you got to look at the date

00:26:35.761 --> 00:26:36.363
because if you're looking

00:26:36.403 --> 00:26:37.923
at peer views for quality,

00:26:38.463 --> 00:26:40.184
it's the game system, right?

00:26:40.244 --> 00:26:42.067
Like it's just it was easier

00:26:42.086 --> 00:26:43.268
back there to get ten thousand views.

00:26:44.519 --> 00:26:46.280
But does document over create?

00:26:46.320 --> 00:26:47.882
That's what we're telling Dave to do,

00:26:47.961 --> 00:26:48.182
right?

00:26:48.281 --> 00:26:49.502
Is document, don't create.

00:26:49.542 --> 00:26:51.564
So Dave, like do more of what you did.

00:26:52.203 --> 00:26:53.904
Like all I want you to do is sand it,

00:26:53.944 --> 00:26:54.505
but I don't need you to

00:26:54.545 --> 00:26:56.185
change the thing that you're creating.

00:26:56.226 --> 00:26:58.186
Just like get smoother, do it more,

00:26:58.987 --> 00:26:59.827
do ten of those,

00:26:59.867 --> 00:27:01.648
and I think you'll be infinitely,

00:27:02.469 --> 00:27:04.549
infinitely better than what you do.

00:27:04.569 --> 00:27:05.490
And then you can process it,

00:27:05.510 --> 00:27:06.411
then you can teach all your

00:27:06.451 --> 00:27:07.211
therapists how to do it,

00:27:07.451 --> 00:27:08.031
and then you can go,

00:27:08.612 --> 00:27:09.333
I'm never doing that again.

00:27:09.353 --> 00:27:11.634
Yep, yep, exactly.

00:27:12.890 --> 00:27:13.351
Real quick,

00:27:13.391 --> 00:27:15.111
I want to mention Will Boyd

00:27:16.271 --> 00:27:18.032
made a comment about the hair.

00:27:18.732 --> 00:27:21.173
I don't know how these guys do it.

00:27:21.233 --> 00:27:22.355
What hair?

00:27:22.535 --> 00:27:24.596
I've got the official razor.

00:27:24.635 --> 00:27:25.776
I've been waiting for the razor.

00:27:25.816 --> 00:27:26.635
I got the razor.

00:27:26.916 --> 00:27:27.396
Your facial hair?

00:27:27.416 --> 00:27:28.696
What are we talking about?

00:27:29.678 --> 00:27:31.358
Yeah, facial hair, the beard.

00:27:32.179 --> 00:27:32.358
Now,

00:27:32.419 --> 00:27:34.079
the reason why I haven't shaved yet is

00:27:34.119 --> 00:27:35.420
because I need to set up.

00:27:35.500 --> 00:27:37.080
I need to clean my bathroom

00:27:37.101 --> 00:27:38.622
so I can do an Amazon

00:27:38.662 --> 00:27:40.482
affiliate video on the new razor.

00:27:41.202 --> 00:27:42.624
Um, but seriously, I,

00:27:42.723 --> 00:27:44.724
I told my PTA who has a full beard.

00:27:44.744 --> 00:27:46.266
I'm like, how in the world?

00:27:46.486 --> 00:27:48.807
I feel like I have spikes needles.

00:27:49.366 --> 00:27:51.107
Like, like you remember, um,

00:27:51.127 --> 00:27:51.968
there was the movie.

00:27:52.028 --> 00:27:52.909
It was a horror movie with

00:27:52.929 --> 00:27:53.909
the guy that had needles

00:27:53.969 --> 00:27:55.049
all over his face.

00:27:55.089 --> 00:27:55.529
Hellraiser.

00:27:55.829 --> 00:27:56.290
Hellraiser.

00:27:56.330 --> 00:27:56.570
Yeah.

00:27:56.671 --> 00:27:56.810
Yeah.

00:27:56.851 --> 00:27:56.971
Yeah.

00:27:57.411 --> 00:27:59.771
I feel like that guy all the time.

00:28:00.053 --> 00:28:01.032
Constantly.

00:28:01.053 --> 00:28:03.213
I don't know how people do beards.

00:28:03.594 --> 00:28:04.555
It's worse down here.

00:28:05.035 --> 00:28:05.115
Yeah.

00:28:05.134 --> 00:28:05.815
I get it here.

00:28:05.996 --> 00:28:06.836
I get it here.

00:28:06.915 --> 00:28:08.616
Like literally it's just.

00:28:09.017 --> 00:28:09.798
Oh, it's horrible.

00:28:11.959 --> 00:28:13.500
Hopefully by Thursday, it'll be gone.

00:28:13.599 --> 00:28:15.340
I'll be twenty years younger again.

00:28:15.681 --> 00:28:16.921
My kids told me they're like, Dad,

00:28:16.941 --> 00:28:18.041
you look so old.

00:28:18.082 --> 00:28:19.522
Your beard is so white.

00:28:21.064 --> 00:28:21.423
That's all right.

00:28:21.443 --> 00:28:23.005
Because when I shave, I was like, oh,

00:28:23.045 --> 00:28:23.444
my gosh,

00:28:23.464 --> 00:28:26.066
you look so young for no shave November.

00:28:26.126 --> 00:28:28.468
I just donate the money.

00:28:28.528 --> 00:28:29.448
I'm like, I can't do it.

00:28:29.528 --> 00:28:30.308
It hurts too.

00:28:30.328 --> 00:28:30.989
It's too itchy.

00:28:31.148 --> 00:28:31.388
I agree.

00:28:31.409 --> 00:28:32.190
Especially down here.

00:28:32.230 --> 00:28:32.470
Too itchy.

00:28:32.509 --> 00:28:32.730
All right.

00:28:32.750 --> 00:28:33.871
All right.

00:28:33.911 --> 00:28:35.751
So so last thing for Dave.

00:28:36.604 --> 00:28:37.825
We just need a hundred more now.

00:28:38.445 --> 00:28:38.766
You know,

00:28:38.806 --> 00:28:40.727
I've been I was listening to the guy.

00:28:40.827 --> 00:28:41.867
I can't remember his name.

00:28:42.669 --> 00:28:45.852
He does like Alex Ramosi and

00:28:45.932 --> 00:28:47.752
all the big names is like

00:28:47.792 --> 00:28:48.973
these guys are putting out three,

00:28:49.013 --> 00:28:50.776
four hundred pieces of content a week.

00:28:51.476 --> 00:28:53.018
I can do three a day, three,

00:28:53.038 --> 00:28:55.118
four a day is like my upper limit.

00:28:55.660 --> 00:28:57.961
But we just need a lot more

00:28:58.001 --> 00:28:59.063
content out of Dave.

00:29:00.595 --> 00:29:02.135
Yeah, I need to, like Jimmy said,

00:29:02.175 --> 00:29:03.936
is like making a process,

00:29:03.977 --> 00:29:05.877
but then eventually it's

00:29:05.897 --> 00:29:08.279
going to be like hiring a

00:29:08.299 --> 00:29:10.121
videographer and a separate

00:29:10.260 --> 00:29:11.201
person who's an editor.

00:29:11.862 --> 00:29:12.923
And then the videographer

00:29:13.002 --> 00:29:14.923
follows a therapist around.

00:29:14.943 --> 00:29:16.545
And then we have to continue

00:29:16.585 --> 00:29:18.066
on the front end to get, you know,

00:29:18.105 --> 00:29:18.866
to do the outbound,

00:29:18.886 --> 00:29:20.528
the cold outbound and the cold,

00:29:20.667 --> 00:29:21.347
like not the cold,

00:29:21.627 --> 00:29:22.769
the emails and text

00:29:22.788 --> 00:29:24.609
messages to our current or

00:29:24.650 --> 00:29:25.351
previous clients,

00:29:25.790 --> 00:29:26.912
asking them for referrals.

00:29:27.432 --> 00:29:28.413
And then some of these

00:29:28.432 --> 00:29:29.853
people are going to say, well,

00:29:29.873 --> 00:29:31.134
I don't want to be on video.

00:29:32.273 --> 00:29:33.214
I want to visit with you guys,

00:29:33.255 --> 00:29:34.275
but I don't want to be on video.

00:29:34.335 --> 00:29:34.575
Great.

00:29:34.855 --> 00:29:35.175
Fine.

00:29:35.276 --> 00:29:35.596
Fine.

00:29:35.675 --> 00:29:35.955
Fine.

00:29:35.976 --> 00:29:38.156
So yeah, then it's the full rate.

00:29:38.436 --> 00:29:38.997
Great.

00:29:39.417 --> 00:29:41.218
Or you could kind of try what we're about,

00:29:41.357 --> 00:29:42.919
and we can convert people like that.

00:29:43.720 --> 00:29:47.121
But yeah, Tony, I'm on it.

00:29:47.560 --> 00:29:48.821
I'm trying to think of a play,

00:29:48.842 --> 00:29:50.323
and I can't think right now.

00:29:50.542 --> 00:29:51.823
Ask gas or grass.

00:29:51.863 --> 00:29:53.503
Nobody rides for free, right?

00:29:54.003 --> 00:29:54.884
So you can pay.

00:29:55.959 --> 00:29:57.539
You can be on camera,

00:29:57.901 --> 00:29:59.241
but nobody rides for free.

00:29:59.422 --> 00:30:01.644
And none of it is not paying, right?

00:30:02.924 --> 00:30:03.605
The girl that you did the

00:30:03.625 --> 00:30:05.906
video with paid you,

00:30:06.087 --> 00:30:07.648
arguably you got more than

00:30:07.689 --> 00:30:08.690
you gave on that one.

00:30:09.484 --> 00:30:11.726
So she, so I posted,

00:30:11.846 --> 00:30:13.126
I did a story on Concierge

00:30:13.146 --> 00:30:14.488
Pain Relief's account on Instagram.

00:30:14.788 --> 00:30:16.388
She reposted the story to her account.

00:30:17.009 --> 00:30:17.950
She also, I did the,

00:30:17.970 --> 00:30:19.971
then I took the selfie of her and I,

00:30:20.611 --> 00:30:21.771
I put it as a post on

00:30:21.811 --> 00:30:23.252
Concierge Pain Relief, the account.

00:30:23.732 --> 00:30:25.074
And then I did the, what's the,

00:30:25.173 --> 00:30:26.795
the co-creator or tagging

00:30:26.835 --> 00:30:28.875
them to be like- Collaborator.

00:30:28.915 --> 00:30:29.496
Thank you.

00:30:29.516 --> 00:30:30.115
Collaborator.

00:30:30.415 --> 00:30:32.597
I just, I added her, who knows, whatever.

00:30:32.837 --> 00:30:33.557
She accepted it.

00:30:33.698 --> 00:30:35.159
Right now she's got twenty five hundred.

00:30:35.618 --> 00:30:35.940
Why?

00:30:36.200 --> 00:30:36.619
But-

00:30:36.960 --> 00:30:37.721
but, but, but,

00:30:38.340 --> 00:30:40.541
but enough like local interest,

00:30:40.561 --> 00:30:41.863
twenty five or twenty five

00:30:41.923 --> 00:30:43.483
hundred followers.

00:30:44.064 --> 00:30:45.125
And she accepted that to be

00:30:45.144 --> 00:30:45.545
a collaborator.

00:30:45.625 --> 00:30:46.726
Now it's on her profile.

00:30:47.165 --> 00:30:49.347
It's a selfie about selfie of her.

00:30:49.748 --> 00:30:50.468
Why wouldn't she?

00:30:50.548 --> 00:30:51.489
This whole conversation

00:30:51.509 --> 00:30:52.750
started by her account is

00:30:52.809 --> 00:30:54.171
dedicated to her journey.

00:30:54.871 --> 00:30:56.672
You just your CBS who just

00:30:56.872 --> 00:30:58.133
shined a light on her journey.

00:30:58.173 --> 00:31:01.694
Of course, she's going to agree.

00:31:01.714 --> 00:31:03.056
David say Bo is saying,

00:31:03.076 --> 00:31:03.936
can you share more of the

00:31:03.997 --> 00:31:05.758
non-op ACL story, Susan?

00:31:06.874 --> 00:31:07.834
Maybe Bo's just joining late.

00:31:08.134 --> 00:31:08.555
We did that.

00:31:08.694 --> 00:31:09.654
That's Susan, right?

00:31:09.714 --> 00:31:10.535
This is who we're talking about?

00:31:10.855 --> 00:31:11.336
Yep, yep.

00:31:11.516 --> 00:31:13.477
Oh, rewind, then catch up.

00:31:14.497 --> 00:31:15.497
Previously on an episode of

00:31:15.596 --> 00:31:16.897
PT Breakfast Club.

00:31:16.958 --> 00:31:19.719
Bo, if you're late, I'll post this.

00:31:20.558 --> 00:31:21.900
Now I told Tony and Jimmy,

00:31:21.940 --> 00:31:23.160
I gotta create a Concierge

00:31:23.180 --> 00:31:25.520
Pain Relief YouTube account.

00:31:25.760 --> 00:31:25.941
Nate,

00:31:25.980 --> 00:31:27.182
if you're listening to my pocket that are,

00:31:27.221 --> 00:31:27.622
Nate,

00:31:27.662 --> 00:31:29.702
create me a new YouTube account so I

00:31:29.722 --> 00:31:30.363
don't have to do it.

00:31:30.982 --> 00:31:32.644
Put it on my bill, you got my card.

00:31:32.943 --> 00:31:34.144
this also reminds me before

00:31:34.183 --> 00:31:35.204
we move on topics let's go

00:31:35.244 --> 00:31:37.285
to ai next and how tony

00:31:37.305 --> 00:31:37.825
thinks it's going to

00:31:37.884 --> 00:31:38.644
automate all the boring

00:31:38.664 --> 00:31:39.365
stuff which should get

00:31:39.385 --> 00:31:40.286
people excited the last

00:31:40.306 --> 00:31:42.165
thing I'll say is is what

00:31:42.226 --> 00:31:44.067
dave is doing a proven

00:31:44.106 --> 00:31:45.747
model yes it's also a

00:31:45.787 --> 00:31:47.928
proven model before the

00:31:48.028 --> 00:31:49.667
interwebs and social media

00:31:50.208 --> 00:31:52.169
this is how walmart gained

00:31:52.308 --> 00:31:54.088
traction they didn't go to

00:31:54.128 --> 00:31:55.588
new york and la and big

00:31:55.628 --> 00:31:57.569
cities they went to middle america

00:31:58.670 --> 00:32:00.231
And they didn't just plop into town.

00:32:00.672 --> 00:32:02.173
They won over the town.

00:32:02.433 --> 00:32:04.955
Like they literally were like that TV show,

00:32:04.976 --> 00:32:06.518
the Americans, they were like the spies.

00:32:06.857 --> 00:32:08.019
They found the former

00:32:08.058 --> 00:32:09.901
football coach and hired him.

00:32:10.161 --> 00:32:13.183
They found the town mayor's son.

00:32:13.604 --> 00:32:14.964
They found the star football

00:32:14.986 --> 00:32:16.227
player and they hired them.

00:32:16.826 --> 00:32:18.269
They literally created the

00:32:18.308 --> 00:32:19.329
cool lunch table.

00:32:20.443 --> 00:32:21.884
And it was cool by proxy.

00:32:22.444 --> 00:32:23.826
You're doing that because

00:32:24.165 --> 00:32:25.885
Instagram is now the town square.

00:32:26.326 --> 00:32:27.207
And you're taking people

00:32:28.047 --> 00:32:31.108
that other people know, like, and trust.

00:32:31.689 --> 00:32:32.828
And you're saying, well,

00:32:32.848 --> 00:32:34.529
this person thinks that person is cool.

00:32:34.650 --> 00:32:37.211
So then that person's little Venn diagram,

00:32:37.391 --> 00:32:39.071
no matter how small or large,

00:32:39.592 --> 00:32:41.393
you've infiltrated know, like,

00:32:41.472 --> 00:32:43.753
and trust crazy fast though.

00:32:44.054 --> 00:32:44.894
Walmart did this.

00:32:45.755 --> 00:32:47.556
Can we spend just like, thirty seconds,

00:32:47.635 --> 00:32:49.996
can you just screen share that post,

00:32:50.435 --> 00:32:51.196
the one on either my

00:32:51.217 --> 00:32:51.997
account or her account?

00:32:52.696 --> 00:32:53.957
Because there's someone who

00:32:54.057 --> 00:32:55.317
liked the post that I think

00:32:55.357 --> 00:32:56.357
the audience will care about,

00:32:56.478 --> 00:32:57.518
just in terms of the

00:32:57.577 --> 00:32:58.959
downstream effects of this.

00:32:59.259 --> 00:33:00.838
Is this yours, Dave Kittle?

00:33:01.719 --> 00:33:03.200
No, no, Concierge Pain Relief.

00:33:03.220 --> 00:33:03.440
Got it.

00:33:04.862 --> 00:33:06.323
or Susan's account, either way,

00:33:06.363 --> 00:33:07.304
because she approved it as

00:33:07.364 --> 00:33:08.003
a collaborator.

00:33:08.424 --> 00:33:10.006
But just look, once you share it,

00:33:10.026 --> 00:33:12.027
just click on that post and

00:33:12.047 --> 00:33:13.468
then click on like whoever

00:33:13.688 --> 00:33:14.989
hearted it or liked it or whatever.

00:33:15.729 --> 00:33:16.410
I love the fact that you

00:33:16.430 --> 00:33:17.810
just call it hearted it.

00:33:19.872 --> 00:33:21.212
Is that what the kids call it, Tony?

00:33:21.573 --> 00:33:22.653
Tony, is that what the kids call it?

00:33:22.693 --> 00:33:23.394
That's what I say, yeah.

00:33:23.434 --> 00:33:25.435
All right, where am I going here?

00:33:25.476 --> 00:33:26.836
We're a representation of

00:33:26.876 --> 00:33:28.057
the younger generation.

00:33:28.357 --> 00:33:28.938
This one right here?

00:33:29.317 --> 00:33:30.519
So go to that first post.

00:33:30.558 --> 00:33:32.019
Now click on her name is

00:33:32.059 --> 00:33:33.401
like the Coke collaborator

00:33:33.441 --> 00:33:34.162
or whatever it's called.

00:33:34.741 --> 00:33:35.624
Or yeah, the likes.

00:33:35.683 --> 00:33:36.526
OK, so on the likes,

00:33:36.586 --> 00:33:37.326
I can't see it because I'm

00:33:37.346 --> 00:33:37.969
on my phone here.

00:33:38.450 --> 00:33:40.874
But one of the likes is at

00:33:40.993 --> 00:33:42.597
Leon Popovitz MD.

00:33:43.990 --> 00:33:46.432
And he is the co-founder of

00:33:46.512 --> 00:33:47.433
New York Bone and Joint.

00:33:47.473 --> 00:33:49.135
He's a board-certified orthopedic surgeon.

00:33:49.375 --> 00:33:50.356
He liked that post.

00:33:50.416 --> 00:33:51.577
I've never spoken with him ever.

00:33:51.897 --> 00:33:53.359
So now I can cold message

00:33:53.400 --> 00:33:55.801
him or send him a letter and be like,

00:33:55.842 --> 00:33:56.221
hey.

00:33:57.723 --> 00:33:58.625
And he's putting out YouTube

00:33:58.664 --> 00:33:59.265
content as well.

00:33:59.365 --> 00:34:00.586
He is the physician

00:34:00.666 --> 00:34:02.067
orthopedic surgeon version

00:34:02.448 --> 00:34:03.809
of Tony Meritato right now.

00:34:04.130 --> 00:34:05.391
He also is in New York City

00:34:05.490 --> 00:34:06.311
or New York area.

00:34:06.332 --> 00:34:07.133
I don't know where in New York,

00:34:07.173 --> 00:34:08.293
but probably nearby.

00:34:09.855 --> 00:34:10.715
So then he could be a

00:34:10.757 --> 00:34:11.697
potential referral source.

00:34:11.777 --> 00:34:12.860
And I could potentially get

00:34:12.940 --> 00:34:15.824
referrals from this surgeon, potentially,

00:34:16.724 --> 00:34:18.168
from the outbound upfront

00:34:18.288 --> 00:34:21.032
of sending Susan the golden ticket idea,

00:34:21.052 --> 00:34:21.793
which was free.

00:34:21.853 --> 00:34:24.257
I made that for free, did the visit,

00:34:24.476 --> 00:34:24.737
all that.

00:34:24.898 --> 00:34:25.619
It's just amazing.

00:34:25.949 --> 00:34:26.931
This is a good observation,

00:34:26.971 --> 00:34:28.092
and here's why I think you

00:34:28.132 --> 00:34:29.295
should strike with Leon

00:34:29.414 --> 00:34:30.697
right now and why I think

00:34:30.737 --> 00:34:33.561
he is primed to jump on this with you.

00:34:34.081 --> 00:34:35.342
Low follower count is what

00:34:35.362 --> 00:34:35.824
you're going to say?

00:34:36.164 --> 00:34:37.144
Screw follower count.

00:34:37.425 --> 00:34:38.206
He's got twenty nine.

00:34:38.246 --> 00:34:38.748
Doesn't matter.

00:34:38.867 --> 00:34:39.809
Why does he only have twenty

00:34:39.849 --> 00:34:41.331
nine follows and sixty one posts?

00:34:41.972 --> 00:34:42.793
A lot of people will zoom

00:34:42.813 --> 00:34:44.114
into this and look at views.

00:34:44.516 --> 00:34:45.737
I'm looking at this.

00:34:46.358 --> 00:34:47.739
He did this seventeen hours ago,

00:34:48.039 --> 00:34:50.222
but of his videos, these are all recent.

00:34:50.523 --> 00:34:52.326
Dude is just getting into the game.

00:34:52.586 --> 00:34:55.309
He started in April, so he just bought in.

00:34:55.650 --> 00:34:56.893
He's just getting going.

00:34:57.253 --> 00:34:58.434
You're coming along going,

00:34:58.693 --> 00:34:59.653
I'll jump in on this with you.

00:34:59.695 --> 00:35:00.934
And all he hears is you're

00:35:00.954 --> 00:35:01.635
gonna help me do the thing

00:35:01.675 --> 00:35:02.655
I wanna do and I value.

00:35:03.016 --> 00:35:05.157
So like he has just reached

00:35:05.177 --> 00:35:06.057
the tipping point and we

00:35:06.077 --> 00:35:07.259
don't know the backstory with Leon,

00:35:07.298 --> 00:35:07.478
right?

00:35:07.818 --> 00:35:08.659
Maybe he's just been,

00:35:08.699 --> 00:35:09.701
maybe whoever was in his

00:35:09.760 --> 00:35:11.762
office doing this to him a hundred times.

00:35:11.802 --> 00:35:13.342
Finally, he's like, fine, buy a camera.

00:35:13.422 --> 00:35:14.063
I don't know what to do,

00:35:14.103 --> 00:35:14.903
but you're in charge of this.

00:35:15.483 --> 00:35:16.704
Now he clicks like,

00:35:17.963 --> 00:35:19.985
This is like the perfect storm now.

00:35:20.425 --> 00:35:22.284
But this sort of accidental

00:35:22.344 --> 00:35:23.525
bump ability only happens

00:35:23.545 --> 00:35:24.385
when you make stuff.

00:35:24.565 --> 00:35:25.626
This doesn't happen inbound.

00:35:25.646 --> 00:35:26.905
This happens when you make stuff.

00:35:28.666 --> 00:35:29.726
They have four locations.

00:35:29.746 --> 00:35:31.246
They have their own PT apparently.

00:35:31.706 --> 00:35:32.327
It doesn't matter.

00:35:32.668 --> 00:35:33.327
It doesn't matter.

00:35:33.387 --> 00:35:34.367
It doesn't matter.

00:35:35.027 --> 00:35:35.347
Great.

00:35:35.668 --> 00:35:36.849
Go into this relationship

00:35:36.949 --> 00:35:38.449
expecting nothing.

00:35:38.469 --> 00:35:39.728
Right.

00:35:39.789 --> 00:35:41.690
Nothing except we're both going to win.

00:35:43.226 --> 00:35:46.509
So we go down the Jeremy Sutton, Mike Chua,

00:35:46.628 --> 00:35:49.451
Tony Maritato, like you reach out,

00:35:49.630 --> 00:35:51.092
you cold message.

00:35:51.271 --> 00:35:53.253
Hey, I found your profile.

00:35:53.373 --> 00:35:54.393
I love what you're doing.

00:35:54.875 --> 00:35:57.376
I've got my own account and channel.

00:35:57.436 --> 00:35:59.317
I'd love to get you on for an interview.

00:35:59.818 --> 00:36:01.898
Just ten, fifteen minutes of your time.

00:36:01.958 --> 00:36:03.179
This is what we'll talk about.

00:36:03.760 --> 00:36:04.721
I would approach that.

00:36:05.340 --> 00:36:06.141
I don't think it matters.

00:36:06.181 --> 00:36:07.422
I think it's better that he

00:36:07.483 --> 00:36:09.503
has his own PT because that tells you.

00:36:09.943 --> 00:36:11.764
Hey, this guy values PT.

00:36:11.784 --> 00:36:14.027
He sees that there's a benefit to it.

00:36:14.567 --> 00:36:15.867
If he has his own PT,

00:36:15.887 --> 00:36:17.148
they're probably full anyway.

00:36:17.588 --> 00:36:19.090
So there's going to be overflow.

00:36:19.110 --> 00:36:20.210
They're probably not going

00:36:20.291 --> 00:36:21.331
out and doing mobile.

00:36:21.452 --> 00:36:23.092
They might not even be cash based,

00:36:23.132 --> 00:36:23.432
you know,

00:36:23.492 --> 00:36:25.855
so there's plenty of opportunity

00:36:25.894 --> 00:36:26.574
within that.

00:36:27.135 --> 00:36:27.576
Yeah.

00:36:28.536 --> 00:36:30.338
And to Jimmy's point.

00:36:31.431 --> 00:36:33.213
This doesn't happen if you

00:36:33.293 --> 00:36:34.954
don't put stuff out there.

00:36:35.514 --> 00:36:35.655
Now,

00:36:35.715 --> 00:36:37.096
I know there are a lot of people who

00:36:37.155 --> 00:36:38.237
put stuff out there that

00:36:38.277 --> 00:36:39.659
don't get a ton of views.

00:36:40.119 --> 00:36:41.539
I mean, for you, Dave,

00:36:41.559 --> 00:36:44.422
like how many views did that post get?

00:36:45.403 --> 00:36:46.144
I'm curious.

00:36:47.500 --> 00:36:47.860
I don't know.

00:36:47.880 --> 00:36:49.021
Jimmy, you got it handy?

00:36:49.041 --> 00:36:49.820
Yeah, I'm going backwards.

00:36:49.860 --> 00:36:50.240
Hang on.

00:36:50.340 --> 00:36:51.481
I'm too deep.

00:36:51.501 --> 00:36:54.242
Probably low, you know, a hundred,

00:36:54.641 --> 00:36:56.342
maybe less.

00:36:56.382 --> 00:36:56.682
Which one?

00:36:56.702 --> 00:36:58.463
We only did a selfie post so far.

00:36:58.744 --> 00:37:01.885
Yeah, so the one that doctor liked.

00:37:02.664 --> 00:37:04.065
Yeah, that one got twenty likes.

00:37:04.405 --> 00:37:04.806
Twenty-one.

00:37:05.985 --> 00:37:07.786
How many impressions or views or whatever?

00:37:07.947 --> 00:37:08.507
I can't see that.

00:37:08.547 --> 00:37:09.027
He would have to see it.

00:37:09.047 --> 00:37:10.867
A fraction of it.

00:37:11.007 --> 00:37:13.128
Point being, all you needed was that one.

00:37:14.208 --> 00:37:15.748
Now that one creates that

00:37:15.809 --> 00:37:18.969
relationship moving forward.

00:37:19.190 --> 00:37:20.170
I shared something,

00:37:20.231 --> 00:37:21.851
and maybe this is what we're getting into,

00:37:21.891 --> 00:37:22.971
about the AI.

00:37:23.670 --> 00:37:25.751
And a guy reached out who's

00:37:25.811 --> 00:37:27.052
working on a new EMR.

00:37:27.472 --> 00:37:30.733
It's a YC, Y Combinator-backed company.

00:37:32.213 --> 00:37:32.994
He mentioned it.

00:37:33.034 --> 00:37:34.233
He said, hey, I'd love to chat.

00:37:34.733 --> 00:37:35.454
I can't chat.

00:37:35.514 --> 00:37:36.994
I don't want to chat to anyone anymore.

00:37:37.034 --> 00:37:38.815
I get too many imbalance for

00:37:39.114 --> 00:37:40.574
chat or virtual coffee or

00:37:40.594 --> 00:37:41.135
any of that stuff.

00:37:41.175 --> 00:37:42.016
I don't want any of that.

00:37:42.456 --> 00:37:42.916
But

00:37:43.496 --> 00:37:46.097
As soon as he said YC, I said, hey,

00:37:46.416 --> 00:37:47.237
I know Jansen.

00:37:47.838 --> 00:37:50.318
Jansen has Hipposcribe, YC Company,

00:37:51.059 --> 00:37:52.699
you all talk to.

00:37:52.739 --> 00:37:56.280
And so that was one of two

00:37:56.300 --> 00:37:58.041
comments on a very low

00:37:58.081 --> 00:37:59.481
reach LinkedIn post,

00:38:00.021 --> 00:38:01.983
but that could be a great

00:38:02.023 --> 00:38:02.983
connection for me.

00:38:05.119 --> 00:38:05.340
Yeah,

00:38:05.500 --> 00:38:07.201
we think everybody's paying so much

00:38:07.240 --> 00:38:08.121
attention to us and they

00:38:08.141 --> 00:38:09.302
can't wait to tear us apart.

00:38:09.641 --> 00:38:10.541
Turns out they're actually

00:38:10.601 --> 00:38:12.362
all paid attention to what

00:38:12.382 --> 00:38:13.463
people are thinking about them.

00:38:14.003 --> 00:38:14.943
And when we finally realize

00:38:14.963 --> 00:38:15.864
that no one is actually

00:38:15.884 --> 00:38:16.583
thinking about you,

00:38:17.105 --> 00:38:18.965
unless you make me laugh or

00:38:19.025 --> 00:38:20.326
happy or smarter,

00:38:20.806 --> 00:38:22.327
that's the only way that

00:38:22.427 --> 00:38:23.567
people will pay attention.

00:38:23.626 --> 00:38:23.967
That's it.

00:38:24.206 --> 00:38:24.568
That's it.

00:38:24.688 --> 00:38:25.467
There's the magic thing.

00:38:27.648 --> 00:38:29.108
So in terms of the AI stuff,

00:38:29.148 --> 00:38:30.309
like Tony posted that,

00:38:30.449 --> 00:38:32.110
that I screenshot and sent to you guys,

00:38:32.150 --> 00:38:33.471
the, the one you were talking about,

00:38:33.510 --> 00:38:34.351
you're obsessed with the AI

00:38:34.391 --> 00:38:35.532
scraps and workflows, Tony.

00:38:36.271 --> 00:38:37.813
I, I love that.

00:38:37.853 --> 00:38:39.173
Like what,

00:38:39.213 --> 00:38:40.793
maybe if you want to elaborate or, I mean,

00:38:40.833 --> 00:38:41.434
I have it pulled up,

00:38:41.454 --> 00:38:42.474
but if you want to elaborate on it, like,

00:38:42.514 --> 00:38:44.376
I just thought it was like, of course,

00:38:44.416 --> 00:38:45.956
like that's what AI needs

00:38:45.976 --> 00:38:47.376
to be doing all of like the

00:38:47.797 --> 00:38:49.858
prep for a patient check-in

00:38:49.978 --> 00:38:50.719
and everything.

00:38:51.199 --> 00:38:51.980
You said things like

00:38:52.019 --> 00:38:53.039
prompting the therapist

00:38:53.099 --> 00:38:54.400
with like questions about

00:38:54.800 --> 00:38:58.202
that patient and the TheraX

00:38:58.222 --> 00:38:59.384
that you might do with them that day.

00:38:59.704 --> 00:39:00.844
Also questions of like,

00:39:00.864 --> 00:39:02.224
how's it been going since the last visit,

00:39:02.244 --> 00:39:02.585
whatever.

00:39:02.626 --> 00:39:04.766
And that's what AI, I agree.

00:39:04.806 --> 00:39:05.786
Like that's what it should be doing.

00:39:05.806 --> 00:39:07.768
Taking the information from any of the RTM,

00:39:07.789 --> 00:39:08.909
the remote therapeutic monitoring,

00:39:09.009 --> 00:39:10.530
if you're doing that, taking that in,

00:39:10.550 --> 00:39:11.710
taking the information from

00:39:11.731 --> 00:39:13.311
the previous patient visits

00:39:13.351 --> 00:39:14.572
with that one particular

00:39:14.592 --> 00:39:15.713
patient who just walked in,

00:39:16.213 --> 00:39:17.114
then prompting the

00:39:17.153 --> 00:39:18.474
therapist with questions

00:39:19.375 --> 00:39:20.155
Because therapists like

00:39:20.335 --> 00:39:21.775
we're spinning a million plates,

00:39:21.795 --> 00:39:23.175
like our minds are bouncing

00:39:23.215 --> 00:39:24.235
all over the clinic walls.

00:39:24.275 --> 00:39:25.556
And then this patient walks

00:39:25.635 --> 00:39:26.996
in and we're like, hey,

00:39:27.016 --> 00:39:27.637
how are you feeling?

00:39:27.677 --> 00:39:29.536
Or how much what's your pain scale?

00:39:29.556 --> 00:39:30.077
Zero to ten.

00:39:30.117 --> 00:39:30.358
Or like,

00:39:30.398 --> 00:39:31.938
how are you feeling since last

00:39:31.958 --> 00:39:32.538
visit or whatever?

00:39:33.277 --> 00:39:35.378
But the AI can prompt a lot more of this.

00:39:35.579 --> 00:39:36.818
So what was your thoughts

00:39:36.858 --> 00:39:37.898
around that post and what

00:39:38.099 --> 00:39:39.139
are other things you can

00:39:39.179 --> 00:39:40.320
kind of expand on?

00:39:41.311 --> 00:39:42.871
just real quick, raise here,

00:39:43.811 --> 00:39:44.853
raise like the king,

00:39:44.932 --> 00:39:47.934
the OG of AI before AI even was popular.

00:39:49.416 --> 00:39:50.036
So, you know,

00:39:50.056 --> 00:39:51.217
I think this is where you see

00:39:51.257 --> 00:39:53.297
a clinician's brain coming

00:39:53.478 --> 00:39:55.759
out to solve a problem that

00:39:55.820 --> 00:39:57.440
isn't just about patient care.

00:39:58.260 --> 00:40:00.963
And I think we all love creating,

00:40:01.023 --> 00:40:02.943
we're all creators at heart anyway.

00:40:03.824 --> 00:40:04.525
Back in the day,

00:40:04.625 --> 00:40:06.385
I had started that post saying like,

00:40:07.025 --> 00:40:08.106
I saw a problem, right?

00:40:08.126 --> 00:40:09.427
A patient would come in the

00:40:09.447 --> 00:40:10.989
way our clinic was set up.

00:40:11.050 --> 00:40:12.530
The front desk wasn't facing

00:40:12.570 --> 00:40:13.351
the front door.

00:40:13.791 --> 00:40:15.132
So patients would come in

00:40:15.172 --> 00:40:16.233
and they wouldn't be greeted.

00:40:16.635 --> 00:40:17.054
And I was like,

00:40:17.175 --> 00:40:18.556
I need a way to change the

00:40:18.615 --> 00:40:19.998
environment to force the

00:40:20.038 --> 00:40:21.219
patient to be greeted

00:40:21.259 --> 00:40:23.039
immediately upon coming in.

00:40:23.059 --> 00:40:23.940
So I said, all right,

00:40:23.960 --> 00:40:25.342
I'm going to take the old paper charts.

00:40:25.762 --> 00:40:26.443
I'm going to put them in

00:40:26.483 --> 00:40:27.925
front on the side where the

00:40:27.985 --> 00:40:28.804
door comes in.

00:40:28.824 --> 00:40:29.905
You open the door,

00:40:30.367 --> 00:40:31.668
the receptionist turns and

00:40:31.708 --> 00:40:33.009
looks and immediately the

00:40:33.268 --> 00:40:35.130
The charts here, the patients here,

00:40:35.170 --> 00:40:36.791
and you're like, oh, Mrs. Jones,

00:40:36.811 --> 00:40:38.632
so great to see you because

00:40:38.672 --> 00:40:39.492
the chart was there.

00:40:39.532 --> 00:40:40.612
You could see the name of

00:40:40.652 --> 00:40:41.612
the person walking in.

00:40:42.373 --> 00:40:43.193
So you create the

00:40:43.213 --> 00:40:45.074
environment to produce the

00:40:45.175 --> 00:40:46.615
outcome that you want, you know,

00:40:46.675 --> 00:40:48.516
and I've always loved that idea.

00:40:49.177 --> 00:40:50.038
So with AI,

00:40:50.097 --> 00:40:52.259
I'm like talking to my PTA this

00:40:52.318 --> 00:40:54.079
morning and I said, look,

00:40:54.139 --> 00:40:55.599
here's the problem with an EMR,

00:40:55.780 --> 00:40:56.661
every EMR.

00:40:57.021 --> 00:40:58.422
It's not any single one.

00:40:59.394 --> 00:41:00.655
all of the information is

00:41:00.715 --> 00:41:02.556
trapped in the EMR, right?

00:41:02.597 --> 00:41:03.496
Like stuff from the

00:41:03.556 --> 00:41:05.157
evaluation isn't on the

00:41:05.197 --> 00:41:06.978
screen for the treatment note.

00:41:07.420 --> 00:41:09.641
I have to literally open the EMR,

00:41:09.800 --> 00:41:11.021
open the treatment note,

00:41:11.161 --> 00:41:12.081
go back and look.

00:41:13.262 --> 00:41:15.403
Therapists can't function like that.

00:41:15.784 --> 00:41:16.184
So I said,

00:41:16.364 --> 00:41:18.766
AI is smart enough to process

00:41:18.826 --> 00:41:19.786
all of that information.

00:41:19.827 --> 00:41:20.106
I'm like,

00:41:20.666 --> 00:41:21.768
It should be a back and

00:41:21.807 --> 00:41:24.130
forth between me and AI.

00:41:24.150 --> 00:41:25.070
AI should say, hey,

00:41:25.110 --> 00:41:26.393
this is treatment number seven.

00:41:26.952 --> 00:41:29.215
Your goal number seven is this.

00:41:29.255 --> 00:41:29.876
We're going to make the

00:41:29.896 --> 00:41:31.657
treatment focus for today this.

00:41:31.717 --> 00:41:32.237
What do you think?

00:41:32.847 --> 00:41:33.827
Yeah, I think that's great.

00:41:34.228 --> 00:41:35.068
Let's do that.

00:41:36.010 --> 00:41:38.052
You collect the subjective information,

00:41:38.112 --> 00:41:38.373
right?

00:41:38.413 --> 00:41:40.954
The AI scribe hears it, processes it, say,

00:41:40.994 --> 00:41:41.396
hey, you know,

00:41:41.416 --> 00:41:42.356
based on what the patient's

00:41:42.376 --> 00:41:45.059
saying and based on the episode of care,

00:41:45.139 --> 00:41:46.340
the previous treatments,

00:41:46.740 --> 00:41:48.322
I would recommend we do this, this,

00:41:48.382 --> 00:41:48.822
and this.

00:41:48.882 --> 00:41:49.463
What do you think?

00:41:50.003 --> 00:41:51.545
And it's just this back and forth.

00:41:52.371 --> 00:41:53.373
And if you forget a piece of

00:41:53.432 --> 00:41:56.376
information or the patient's like, oh man,

00:41:56.416 --> 00:41:57.438
it's killing me here.

00:41:57.597 --> 00:41:58.820
AI can't see that.

00:41:59.219 --> 00:42:00.641
So AI would say,

00:42:01.322 --> 00:42:02.164
what is the part of the

00:42:02.204 --> 00:42:04.005
body that's increasing in pain?

00:42:04.065 --> 00:42:05.288
Or what was the patient

00:42:05.327 --> 00:42:06.650
referencing when they said this?

00:42:06.690 --> 00:42:08.632
Because AI hears what they're saying.

00:42:08.672 --> 00:42:10.574
They just can't see what it's saying yet.

00:42:11.815 --> 00:42:13.797
So all of this back to it is

00:42:13.936 --> 00:42:16.820
not taking away your professional skills,

00:42:16.860 --> 00:42:18.420
your assessment, your judgment,

00:42:18.501 --> 00:42:21.003
your your synthesis of information.

00:42:21.643 --> 00:42:23.025
But it's just making sure

00:42:23.065 --> 00:42:24.346
the little leaks in the

00:42:24.385 --> 00:42:25.306
system are plugged.

00:42:25.927 --> 00:42:26.447
You know,

00:42:26.487 --> 00:42:28.389
I forgot to get this or I didn't

00:42:28.429 --> 00:42:29.391
remember to get that.

00:42:29.411 --> 00:42:29.710
All right.

00:42:30.371 --> 00:42:31.873
That's the stuff that it's taking care of.

00:42:32.532 --> 00:42:32.793
And.

00:42:33.253 --> 00:42:34.153
It's putting it in the

00:42:34.193 --> 00:42:36.875
context of the entire episode of care.

00:42:37.335 --> 00:42:39.994
When I see a patient on the seventh visit,

00:42:40.394 --> 00:42:41.275
I'm probably not

00:42:41.335 --> 00:42:42.456
realistically going to have

00:42:42.496 --> 00:42:43.476
the time to go back and

00:42:43.516 --> 00:42:45.516
look at the previous six treatment notes.

00:42:46.217 --> 00:42:47.896
I'm just focused on today,

00:42:48.436 --> 00:42:49.657
but that's what AI can do

00:42:49.717 --> 00:42:51.418
better than any human ever will.

00:42:51.858 --> 00:42:53.478
So it was that kind of stuff,

00:42:53.518 --> 00:42:55.177
but really focused on not

00:42:55.217 --> 00:42:57.239
taking away your professional autonomy,

00:42:57.679 --> 00:42:58.619
making it better.

00:42:59.789 --> 00:43:01.110
Whenever I have a question

00:43:01.150 --> 00:43:01.831
or think about how the

00:43:01.851 --> 00:43:02.532
future is going to be,

00:43:02.632 --> 00:43:04.833
I just go to thirteen year

00:43:04.873 --> 00:43:05.954
old Jimmy McKay watching an

00:43:05.994 --> 00:43:07.755
episode of Star Trek The Next Generation.

00:43:07.795 --> 00:43:08.876
Like, that's where we're going.

00:43:09.016 --> 00:43:11.338
We're going to like Jarvis

00:43:11.619 --> 00:43:13.119
in Tony Stark's helmet.

00:43:13.860 --> 00:43:15.322
So it's like it's the yes and like,

00:43:15.362 --> 00:43:17.302
can you ask or interact with this?

00:43:17.364 --> 00:43:19.264
And it has access to lots of information.

00:43:19.304 --> 00:43:20.065
The answer is yes.

00:43:20.706 --> 00:43:21.987
I think the people who, again,

00:43:22.686 --> 00:43:23.768
like show me a time in

00:43:23.827 --> 00:43:24.648
history when someone

00:43:24.688 --> 00:43:26.769
embraced the newest tech,

00:43:26.789 --> 00:43:28.030
like the newest technology.

00:43:28.371 --> 00:43:29.371
Maybe not the specific.

00:43:29.411 --> 00:43:30.353
I'm not talking about, well,

00:43:30.432 --> 00:43:32.554
the Zune didn't really last, right?

00:43:32.614 --> 00:43:32.773
Yeah,

00:43:32.813 --> 00:43:35.036
the Microsoft Zune wasn't the next MP

00:43:35.056 --> 00:43:35.536
three player,

00:43:35.755 --> 00:43:36.757
but we knew it was going in

00:43:36.797 --> 00:43:37.456
that direction.

00:43:37.838 --> 00:43:39.318
Have we ever embraced something like that?

00:43:39.498 --> 00:43:41.360
And it didn't benefit the

00:43:41.380 --> 00:43:43.081
people who jumped in early

00:43:43.121 --> 00:43:46.483
enough to adopt the concept, the what,

00:43:46.523 --> 00:43:47.103
not the how.

00:43:47.364 --> 00:43:48.625
And I think the answer is always yes.

00:43:50.804 --> 00:43:51.824
I think Alexa,

00:43:52.365 --> 00:43:55.090
the home whatever you want to call Alexa,

00:43:55.311 --> 00:43:56.393
I think that was a flop.

00:43:57.115 --> 00:43:57.896
Yeah.

00:43:57.956 --> 00:43:58.135
Yeah.

00:43:58.155 --> 00:43:59.096
In terms of like I think I

00:43:59.115 --> 00:44:00.036
don't know how many they sold,

00:44:00.077 --> 00:44:02.717
but Amazon sold probably millions.

00:44:02.777 --> 00:44:04.177
I don't know if you want to look it up,

00:44:04.197 --> 00:44:05.898
but hold on a second.

00:44:05.918 --> 00:44:06.978
But think about it like this.

00:44:07.597 --> 00:44:08.777
If I had come to you ten

00:44:08.818 --> 00:44:09.518
years ago and said,

00:44:09.599 --> 00:44:10.378
do you mind if I put a

00:44:10.438 --> 00:44:12.018
microphone in your living

00:44:12.059 --> 00:44:12.759
room or your kitchen?

00:44:13.179 --> 00:44:13.918
Do you know how many times

00:44:13.958 --> 00:44:15.480
I've just blindly reordered

00:44:15.519 --> 00:44:17.059
coffee pods because it was like, hey,

00:44:17.099 --> 00:44:17.619
by the way.

00:44:17.960 --> 00:44:19.960
So like you might look at it as a flop,

00:44:20.041 --> 00:44:21.240
but you don't know what their goal was.

00:44:21.581 --> 00:44:23.202
Because I use them as speakers.

00:44:23.242 --> 00:44:23.501
To me,

00:44:23.521 --> 00:44:25.202
they're twenty dollar speakers and I

00:44:25.222 --> 00:44:26.344
hook them all up and then I

00:44:26.523 --> 00:44:28.164
go to my iPhone and then I

00:44:28.184 --> 00:44:29.545
can play music in the entire house.

00:44:29.885 --> 00:44:31.106
That would cost me five

00:44:31.146 --> 00:44:32.887
grand to wire my house.

00:44:33.188 --> 00:44:35.210
So to me, I'm net positive.

00:44:35.670 --> 00:44:36.791
They look,

00:44:36.871 --> 00:44:38.211
I keep getting ads on the one

00:44:38.231 --> 00:44:39.893
with the I have one with the TV screen,

00:44:40.072 --> 00:44:41.574
like the LED screen.

00:44:42.094 --> 00:44:42.835
I get ads.

00:44:42.855 --> 00:44:46.157
I mean, that is that is unbelievable.

00:44:47.157 --> 00:44:47.418
Hold on.

00:44:47.458 --> 00:44:47.998
Not an ad.

00:44:48.177 --> 00:44:48.798
It's like Jimmy.

00:44:49.378 --> 00:44:49.980
Oh, a preview.

00:44:50.619 --> 00:44:51.039
Well, no, no, no.

00:44:51.079 --> 00:44:52.960
What I mean is like, hey,

00:44:53.802 --> 00:44:55.041
based on the timing of you

00:44:55.141 --> 00:44:56.862
offering ordering coffee pods.

00:44:56.882 --> 00:44:58.103
And when I first saw it, I was like, oh,

00:44:58.123 --> 00:44:59.324
you're just going to sell me coffee pods.

00:44:59.744 --> 00:45:01.405
And then I ran out of coffee

00:45:01.445 --> 00:45:04.347
pods and I had to go to a store.

00:45:04.666 --> 00:45:06.088
A store is like a building.

00:45:06.447 --> 00:45:08.128
It's like Amazon, but a physical Amazon.

00:45:08.168 --> 00:45:08.708
And I hate it.

00:45:09.070 --> 00:45:09.969
And I'm like, well,

00:45:09.989 --> 00:45:11.090
I like the fact that it

00:45:11.150 --> 00:45:12.150
predicts when I'm going to

00:45:12.170 --> 00:45:13.032
run out of coffee pods.

00:45:13.692 --> 00:45:14.871
So I don't know if the

00:45:14.932 --> 00:45:18.054
Amazon Alexa was a net failure,

00:45:18.353 --> 00:45:19.353
but it also could just be

00:45:19.393 --> 00:45:21.755
the first iteration of, well, then great.

00:45:21.795 --> 00:45:22.876
What sucked about this or

00:45:22.916 --> 00:45:23.675
what didn't it do?

00:45:23.996 --> 00:45:24.576
It's still clunky.

00:45:24.675 --> 00:45:25.996
I can't get my own podcast

00:45:26.356 --> 00:45:27.916
to show up on that.

00:45:28.657 --> 00:45:30.798
Even if I'm like, I want you to â

00:45:32.958 --> 00:45:33.759
That's a great example

00:45:33.798 --> 00:45:34.980
because I was trying to use

00:45:35.019 --> 00:45:36.039
Alexa to pull up Alex

00:45:36.079 --> 00:45:37.800
Hormozy's The Game podcast,

00:45:38.101 --> 00:45:39.161
and it would not do it,

00:45:39.380 --> 00:45:40.862
but then it plays Leila

00:45:40.902 --> 00:45:42.461
Hormozy's Build podcast,

00:45:42.481 --> 00:45:43.402
which is hilarious.

00:45:44.922 --> 00:45:46.682
They're married, but I'm asking for Alex's,

00:45:46.943 --> 00:45:48.384
and Leila's podcast is great too,

00:45:48.403 --> 00:45:49.543
but it plays that.

00:45:50.563 --> 00:45:52.505
Globally, two years ago, it was reported.

00:45:52.545 --> 00:45:54.505
Guess how many Echos or

00:45:54.565 --> 00:45:55.885
Amazon Alexas that Amazon

00:45:55.905 --> 00:45:58.786
has sold probably across the globe?

00:45:59.266 --> 00:45:59.847
Twenty million.

00:46:00.942 --> 00:46:02.425
Five hundred million.

00:46:02.565 --> 00:46:03.969
I can't believe that number.

00:46:04.291 --> 00:46:06.416
Five hundred million of these devices.

00:46:07.559 --> 00:46:08.079
And you know what?

00:46:08.159 --> 00:46:10.141
It does irritate me when Alexa says like,

00:46:10.382 --> 00:46:10.922
you're running,

00:46:11.021 --> 00:46:12.922
based on your order history,

00:46:12.983 --> 00:46:15.885
you are running low on size

00:46:16.465 --> 00:46:17.585
large gloves because we use

00:46:17.606 --> 00:46:18.405
gloves for the baby,

00:46:18.445 --> 00:46:19.306
like to clean up the baby

00:46:19.387 --> 00:46:20.547
or like paper towels or whatever.

00:46:20.847 --> 00:46:22.128
Would you like to add it to your cart?

00:46:22.148 --> 00:46:23.309
Would you like to add this, you know,

00:46:23.509 --> 00:46:24.570
twenty-four count of paper

00:46:24.590 --> 00:46:25.170
towels to your cart?

00:46:25.530 --> 00:46:27.510
And I'm always like, no, no,

00:46:27.590 --> 00:46:28.871
stop trying to like cross sell me,

00:46:28.952 --> 00:46:30.552
upsell me, recommend more products.

00:46:30.853 --> 00:46:32.333
We'll buy it when we want to buy it.

00:46:34.168 --> 00:46:35.909
So here's a great example, though,

00:46:36.329 --> 00:46:38.108
and people hate when I bring this up,

00:46:38.148 --> 00:46:38.949
but it's the truth.

00:46:40.130 --> 00:46:41.789
On the small business side,

00:46:42.130 --> 00:46:44.050
our level right now,

00:46:44.731 --> 00:46:47.650
we're over fascinated by I

00:46:47.670 --> 00:46:49.371
got to be better, better experience,

00:46:49.411 --> 00:46:50.992
better patient care, more knowledge.

00:46:51.032 --> 00:46:52.351
I got a more continuing ads.

00:46:52.391 --> 00:46:54.612
I got to deliver, build a better mousetrap,

00:46:54.632 --> 00:46:55.452
blah, blah, blah, blah, blah.

00:46:56.260 --> 00:46:58.021
Five hundred million Alexas.

00:46:58.601 --> 00:46:59.742
Nobody loves Alexa.

00:46:59.802 --> 00:47:01.023
Nobody is like this is the

00:47:01.063 --> 00:47:02.806
greatest thing since sliced bread.

00:47:02.885 --> 00:47:03.467
Nobody.

00:47:04.047 --> 00:47:05.829
Yet people continue to buy.

00:47:05.909 --> 00:47:07.130
People continue to do it.

00:47:07.610 --> 00:47:09.211
Back to Jimmy's talking

00:47:09.291 --> 00:47:11.393
about mill clinics and high

00:47:11.434 --> 00:47:13.295
volume and all this stuff

00:47:13.335 --> 00:47:14.836
that we think people hate.

00:47:14.896 --> 00:47:16.257
They're still in business

00:47:16.297 --> 00:47:17.139
and they're still bringing

00:47:17.239 --> 00:47:18.780
in hundreds of millions in

00:47:18.860 --> 00:47:20.081
revenue every year.

00:47:20.641 --> 00:47:20.902
Like.

00:47:21.768 --> 00:47:23.309
There is a sweet spot in

00:47:23.349 --> 00:47:25.371
business between what the

00:47:25.411 --> 00:47:27.012
consumer is willing to buy

00:47:27.172 --> 00:47:28.753
and how much investment we

00:47:28.773 --> 00:47:30.114
need to make in making it

00:47:30.353 --> 00:47:32.434
better or even just good enough.

00:47:33.056 --> 00:47:35.177
Like we have to get away

00:47:35.217 --> 00:47:36.777
from this idea that it has

00:47:36.797 --> 00:47:37.878
to be perfect and we have

00:47:37.898 --> 00:47:38.918
to be the smartest and we

00:47:38.938 --> 00:47:40.199
have to be most amazing.

00:47:40.719 --> 00:47:43.262
No, we just barely have to be good enough.

00:47:43.322 --> 00:47:45.302
We have to be better than the competition,

00:47:45.402 --> 00:47:47.945
maybe cheaper or better and

00:47:47.985 --> 00:47:48.724
more expensive.

00:47:49.144 --> 00:47:49.346
You know,

00:47:49.365 --> 00:47:51.367
we just one differentiating factor,

00:47:51.387 --> 00:47:51.527
right?

00:47:52.130 --> 00:47:53.971
But we waste all of our time

00:47:54.030 --> 00:47:55.550
trying to continuously

00:47:55.610 --> 00:47:57.170
improve when the consumer

00:47:57.190 --> 00:47:57.931
doesn't even care.

00:47:58.492 --> 00:47:59.271
I go out there.

00:47:59.831 --> 00:48:01.432
Nobody in that gym right now

00:48:01.492 --> 00:48:03.032
cares if I have another

00:48:03.172 --> 00:48:04.793
like advanced certification.

00:48:05.193 --> 00:48:06.333
They just want to be heard.

00:48:06.673 --> 00:48:07.793
They want to leave feeling

00:48:07.833 --> 00:48:08.875
better than they came in.

00:48:08.974 --> 00:48:10.775
That is all they care about

00:48:10.974 --> 00:48:13.416
in my business with my consumer.

00:48:14.300 --> 00:48:15.461
So you have three choices

00:48:15.521 --> 00:48:16.362
and we talked about this.

00:48:16.382 --> 00:48:18.105
I actually got a cool message on LinkedIn.

00:48:18.545 --> 00:48:19.005
Someone who's got,

00:48:19.025 --> 00:48:19.786
I don't wanna say who it is,

00:48:19.806 --> 00:48:21.548
but I got a big fancy smancy job.

00:48:21.568 --> 00:48:22.630
They got a lot of big title

00:48:23.050 --> 00:48:23.510
and they were like,

00:48:23.831 --> 00:48:24.871
you brought up a really

00:48:24.911 --> 00:48:25.932
simple concept and I just

00:48:26.173 --> 00:48:26.974
stole it from someone else.

00:48:26.994 --> 00:48:27.775
Like there's only three ways

00:48:27.795 --> 00:48:29.097
to make more money, right?

00:48:29.137 --> 00:48:29.836
Get the people,

00:48:29.878 --> 00:48:31.199
get more people to show up

00:48:31.599 --> 00:48:33.280
who've never used your business,

00:48:33.320 --> 00:48:34.461
your product or service before.

00:48:35.123 --> 00:48:36.143
Get the people who show up

00:48:36.184 --> 00:48:37.684
to show up more often or

00:48:37.724 --> 00:48:38.744
get the people who show up

00:48:38.784 --> 00:48:40.346
to spend more or buy different things.

00:48:40.385 --> 00:48:40.766
That's it.

00:48:41.126 --> 00:48:41.547
That's it.

00:48:41.867 --> 00:48:44.807
And I like those zero like resets,

00:48:44.907 --> 00:48:45.748
which is like, oh God,

00:48:45.789 --> 00:48:46.688
I'm overcomplicated.

00:48:46.829 --> 00:48:48.070
I need that a lot.

00:48:48.590 --> 00:48:49.710
I get into overcomplicated.

00:48:50.110 --> 00:48:51.331
Remind me to throw a crazy

00:48:51.391 --> 00:48:53.072
idea I had out because I

00:48:53.092 --> 00:48:53.833
don't think the idea,

00:48:54.233 --> 00:48:55.114
I think the idea is different.

00:48:55.134 --> 00:48:56.014
I don't think anybody's done it,

00:48:56.494 --> 00:48:57.936
but I don't think the idea is the magic.

00:48:57.976 --> 00:48:59.255
I think the execution is the magic.

00:48:59.315 --> 00:49:00.237
I think it's simplicity.

00:49:01.385 --> 00:49:03.826
So imagine Dan's a comment

00:49:03.846 --> 00:49:04.826
and then we'll go to that.

00:49:05.306 --> 00:49:06.166
Tony isn't human.

00:49:06.905 --> 00:49:08.206
Isn't it human nature?

00:49:08.527 --> 00:49:08.766
Yes.

00:49:08.806 --> 00:49:08.987
Yes.

00:49:09.047 --> 00:49:10.666
Improve a hundred percent.

00:49:10.746 --> 00:49:12.827
So why, why are people climbing mountains?

00:49:12.907 --> 00:49:13.188
Right?

00:49:13.547 --> 00:49:14.447
Because they want to feel

00:49:14.487 --> 00:49:15.447
good about themselves.

00:49:16.148 --> 00:49:18.789
And if I can acknowledge, okay,

00:49:18.909 --> 00:49:20.929
I'm investing in more education.

00:49:20.989 --> 00:49:22.769
I'm investing in more technology.

00:49:22.809 --> 00:49:24.250
I'm investing in all of this

00:49:24.710 --> 00:49:26.150
because it's important to me.

00:49:26.851 --> 00:49:27.210
Awesome.

00:49:27.331 --> 00:49:28.510
Like Pat, you on the back.

00:49:28.550 --> 00:49:29.291
That is amazing.

00:49:29.371 --> 00:49:30.331
I am so proud of you.

00:49:31.251 --> 00:49:32.054
But don't do that and

00:49:32.094 --> 00:49:33.918
complain that you're also

00:49:33.958 --> 00:49:35.081
not making enough money

00:49:35.695 --> 00:49:37.036
and all of the other stuff

00:49:37.076 --> 00:49:38.496
and all of the other things, you know,

00:49:38.556 --> 00:49:39.518
don't be the victim.

00:49:39.597 --> 00:49:40.918
Don't be like,

00:49:41.298 --> 00:49:44.181
this is where I start to get conflicted.

00:49:44.900 --> 00:49:46.481
I am happy for anybody who

00:49:46.521 --> 00:49:47.682
wants to be better for the

00:49:47.742 --> 00:49:49.543
joy of being better and smarter.

00:49:49.684 --> 00:49:51.204
I listen, I read, I study,

00:49:51.625 --> 00:49:53.246
I do these things every single day,

00:49:53.746 --> 00:49:56.027
but I don't also get mad

00:49:56.047 --> 00:49:57.188
that I'm not getting paid

00:49:57.248 --> 00:49:58.869
more than a visit from

00:49:58.989 --> 00:50:00.610
United healthcare because

00:50:00.670 --> 00:50:02.932
United healthcare is not paying for that,

00:50:02.952 --> 00:50:04.974
for my personal joy and my,

00:50:05.393 --> 00:50:07.295
you know, excelling.

00:50:07.856 --> 00:50:09.016
Two reasons to climb a mountain,

00:50:09.817 --> 00:50:10.597
Confucius say,

00:50:11.737 --> 00:50:13.398
for the world to see you or

00:50:13.458 --> 00:50:14.559
for you to see the world.

00:50:14.800 --> 00:50:16.521
One is self-serving and one is selfish.

00:50:16.840 --> 00:50:17.581
If you're doing it,

00:50:17.942 --> 00:50:18.782
like this is where I think

00:50:18.822 --> 00:50:20.443
people are using social media wrong.

00:50:20.503 --> 00:50:20.842
If they're like,

00:50:20.922 --> 00:50:22.764
I can't wait to show people about me.

00:50:23.364 --> 00:50:24.786
And I think you can, if you...

00:50:25.706 --> 00:50:27.547
having only fans, that's a great way to,

00:50:27.907 --> 00:50:29.228
but you're actually over-serving.

00:50:29.248 --> 00:50:30.349
You're giving someone more

00:50:30.831 --> 00:50:31.492
than what they feel like

00:50:31.811 --> 00:50:33.393
they're getting the more than they give.

00:50:33.432 --> 00:50:34.693
But if you do the reverse,

00:50:35.034 --> 00:50:37.456
things tend to work out a lot better.

00:50:37.836 --> 00:50:38.918
So here's my crazy idea.

00:50:38.938 --> 00:50:40.079
You ready for my crazy idea?

00:50:40.280 --> 00:50:41.161
I had this idea.

00:50:41.320 --> 00:50:41.400
Yeah.

00:50:43.702 --> 00:50:44.742
I was working with a radio

00:50:44.782 --> 00:50:45.643
engineer and said,

00:50:46.043 --> 00:50:47.204
could you go into a

00:50:47.304 --> 00:50:49.405
Hollister or an Abercrombie

00:50:49.505 --> 00:50:50.744
and create Abercrombie

00:50:50.784 --> 00:50:52.784
radio where there's a DJ

00:50:52.824 --> 00:50:55.085
booth at the Abercrombie in New York City,

00:50:55.666 --> 00:50:56.905
but you're listening in

00:50:57.027 --> 00:50:58.286
every Abercrombie in the world.

00:50:58.387 --> 00:50:59.407
And now they actually do this.

00:50:59.487 --> 00:51:00.186
It's prerecorded.

00:51:00.226 --> 00:51:00.706
It's automated.

00:51:00.726 --> 00:51:02.268
But when I was suggesting it, it was like,

00:51:02.347 --> 00:51:03.927
we don't have the technology for that.

00:51:04.768 --> 00:51:08.329
What if you had ten to twenty clinics?

00:51:08.409 --> 00:51:08.590
Right.

00:51:08.630 --> 00:51:09.929
We're not talking about a one off.

00:51:10.873 --> 00:51:12.134
And you could have one

00:51:12.253 --> 00:51:14.414
central control with a bunch of buttons,

00:51:14.815 --> 00:51:16.974
but there's a camera in every single one.

00:51:17.315 --> 00:51:18.956
So essentially it's like that show.

00:51:18.976 --> 00:51:19.856
Did you ever watch that show

00:51:19.896 --> 00:51:21.096
on TV on Friday nights?

00:51:21.876 --> 00:51:23.255
It's cops and they've got

00:51:23.396 --> 00:51:24.677
camera crews at like six

00:51:24.717 --> 00:51:25.617
different police stations.

00:51:25.637 --> 00:51:27.257
They're like, hang on, hang on, hang on.

00:51:27.436 --> 00:51:28.996
We're going out to Greenville,

00:51:29.036 --> 00:51:29.777
South Carolina.

00:51:29.818 --> 00:51:31.438
We got a hot pursuit in

00:51:31.478 --> 00:51:32.438
progress right now.

00:51:32.838 --> 00:51:34.197
Now, is that really live?

00:51:34.398 --> 00:51:34.858
Probably not.

00:51:34.898 --> 00:51:35.599
They're probably editing it

00:51:35.639 --> 00:51:36.639
together to make it look like...

00:51:37.259 --> 00:51:39.202
We got a stiff knee, a knee replacement.

00:51:39.503 --> 00:51:40.925
They put too much ice on their knee,

00:51:41.264 --> 00:51:42.746
and now they just booked a

00:51:42.786 --> 00:51:44.009
call with Tony Meritato,

00:51:44.389 --> 00:51:45.612
and they're frustrated with

00:51:45.632 --> 00:51:46.152
their surgeon.

00:51:46.889 --> 00:51:48.389
But could you essentially

00:51:48.429 --> 00:51:50.271
put a live webcam in every

00:51:50.371 --> 00:51:51.871
one of your clinics but

00:51:51.952 --> 00:51:56.155
train the people to know what to look for,

00:51:56.215 --> 00:52:00.476
what Dave just did, and just stream it?

00:52:00.898 --> 00:52:02.038
And then someone follows

00:52:02.077 --> 00:52:04.519
along and picks up the

00:52:04.539 --> 00:52:05.840
breadcrumbs and makes a

00:52:05.880 --> 00:52:07.181
loaf of bread out of the breadcrumbs.

00:52:07.802 --> 00:52:09.702
document not create like

00:52:09.983 --> 00:52:11.204
that would be an endeavor

00:52:11.463 --> 00:52:12.304
but that would be you

00:52:12.324 --> 00:52:13.164
wouldn't need to run a paid

00:52:13.204 --> 00:52:14.644
ad ever again now you need

00:52:14.664 --> 00:52:16.585
to invest on that like okay

00:52:16.666 --> 00:52:17.686
this is our strategy we're

00:52:17.706 --> 00:52:18.387
gonna live stream

00:52:18.427 --> 00:52:19.427
everything you walk in our

00:52:19.447 --> 00:52:20.927
you have to know when you

00:52:20.967 --> 00:52:22.509
walk past the door of every clinic

00:52:23.068 --> 00:52:26.213
We're on TV and you can't say no, right?

00:52:26.532 --> 00:52:28.074
Now you have a room that's

00:52:28.195 --> 00:52:29.177
off camera that you do the

00:52:29.217 --> 00:52:31.039
personalize the information, yada, yada,

00:52:31.079 --> 00:52:31.259
right?

00:52:31.278 --> 00:52:32.260
Be very protective about that.

00:52:32.701 --> 00:52:35.384
But this is kids back in the

00:52:35.423 --> 00:52:37.646
day before we knew what reality TV was,

00:52:37.686 --> 00:52:38.807
there was a show called Real World.

00:52:39.369 --> 00:52:40.289
where they just let people

00:52:40.309 --> 00:52:41.068
live in an apartment in New

00:52:41.088 --> 00:52:42.010
York City for free and they

00:52:42.050 --> 00:52:42.630
taped everything.

00:52:42.670 --> 00:52:43.110
And everybody's like,

00:52:43.409 --> 00:52:44.190
what are they going to do?

00:52:44.210 --> 00:52:44.429
And like,

00:52:44.449 --> 00:52:45.351
they're just going to live and

00:52:45.391 --> 00:52:46.431
we're just going to watch it.

00:52:46.710 --> 00:52:47.971
It's the dumbest idea ever.

00:52:48.331 --> 00:52:49.512
There are more reality shows

00:52:49.592 --> 00:52:50.592
now than there are actual

00:52:50.632 --> 00:52:52.291
TV shows that are written by writers.

00:52:52.472 --> 00:52:52.972
Although a lot of the

00:52:52.992 --> 00:52:54.112
reality shows are written by writers.

00:52:54.572 --> 00:52:55.393
But yeah,

00:52:55.492 --> 00:52:56.813
that's the idea is we have this

00:52:56.873 --> 00:52:59.434
sort of natural fascination

00:52:59.454 --> 00:53:00.414
with I want it to be real.

00:53:01.335 --> 00:53:03.574
Look, Justin TV turned into Twitch,

00:53:03.735 --> 00:53:04.454
I think, right?

00:53:04.574 --> 00:53:05.436
That's how it started.

00:53:05.456 --> 00:53:06.835
Huh?

00:53:07.931 --> 00:53:08.753
It was called Justin TV.

00:53:08.773 --> 00:53:08.853
Yeah.

00:53:08.873 --> 00:53:08.952
Yeah.

00:53:08.972 --> 00:53:09.054
Yeah.

00:53:10.315 --> 00:53:11.637
They were just streaming his life.

00:53:11.677 --> 00:53:13.018
You'd see him sleeping, you know,

00:53:14.460 --> 00:53:15.842
but even within us.

00:53:16.083 --> 00:53:17.425
So you mentioned cops.

00:53:17.505 --> 00:53:18.306
I love cops.

00:53:18.346 --> 00:53:19.847
Cops was a great show.

00:53:19.867 --> 00:53:20.929
Why are you so sweaty?

00:53:21.449 --> 00:53:23.012
Do you guys remember cheaters?

00:53:23.592 --> 00:53:24.333
Yeah.

00:53:24.673 --> 00:53:25.235
Cheaters.

00:53:25.835 --> 00:53:27.516
That was an amazing show.

00:53:28.418 --> 00:53:30.800
There were so many old school reality.

00:53:30.820 --> 00:53:32.041
And then we started the show

00:53:32.081 --> 00:53:34.483
talking about Judge Judy and Judge Wapner,

00:53:34.983 --> 00:53:36.025
Maury Povich.

00:53:37.085 --> 00:53:38.726
There are so many of those

00:53:38.867 --> 00:53:40.809
elements that we have

00:53:41.050 --> 00:53:42.471
almost forgotten about,

00:53:42.570 --> 00:53:44.193
but it makes for drama.

00:53:44.313 --> 00:53:46.335
It makes for the theater

00:53:46.375 --> 00:53:47.436
around what we're doing.

00:53:47.976 --> 00:53:49.155
And we can pull that stuff

00:53:49.255 --> 00:53:50.797
into the stuff we're doing right now.

00:53:51.197 --> 00:53:53.436
My kids were going fishing two days ago.

00:53:54.297 --> 00:53:56.217
They found a chest harness and a GoPro.

00:53:56.538 --> 00:53:57.757
They're like, why do we have that?

00:53:57.777 --> 00:53:58.797
I was like, oh, yeah,

00:53:58.838 --> 00:53:59.797
I was going to do that in

00:53:59.838 --> 00:54:01.518
the clinic because I was

00:54:01.599 --> 00:54:02.619
running out of hands.

00:54:02.679 --> 00:54:03.818
I couldn't hold the phone

00:54:03.958 --> 00:54:05.458
and do manual therapy.

00:54:05.818 --> 00:54:07.300
So I was just going to use, you know,

00:54:07.340 --> 00:54:08.619
the chest harness and the GoPro.

00:54:09.599 --> 00:54:11.579
There's a guy who goes into

00:54:12.141 --> 00:54:13.541
Cold Stone Creamery.

00:54:14.380 --> 00:54:16.583
with a chest harness and a GoPro, he makes,

00:54:16.782 --> 00:54:17.143
you know,

00:54:17.242 --> 00:54:18.463
he goes in and he starts making

00:54:18.563 --> 00:54:19.085
ice cream.

00:54:19.505 --> 00:54:21.726
He's got like two million viewers,

00:54:21.786 --> 00:54:23.748
grew a super fast YouTube channel.

00:54:23.807 --> 00:54:24.548
It was incredible.

00:54:25.269 --> 00:54:26.751
That stuff is all available.

00:54:27.210 --> 00:54:28.271
It's just where do you want

00:54:28.291 --> 00:54:29.233
to focus your time?

00:54:29.273 --> 00:54:31.014
Where do you want to put the effort into?

00:54:31.034 --> 00:54:34.056
And I think the reward,

00:54:34.155 --> 00:54:35.557
the return on that investment is

00:54:36.197 --> 00:54:37.918
by, you know, a hundred,

00:54:38.380 --> 00:54:40.081
it exceeds what you would

00:54:40.121 --> 00:54:41.501
get for an hour of your

00:54:41.541 --> 00:54:42.503
life that you're never

00:54:42.543 --> 00:54:44.545
going to get back that you're changing,

00:54:44.565 --> 00:54:46.505
you're exchanging that hour

00:54:46.545 --> 00:54:49.528
of life for a hundred bucks.

00:54:49.829 --> 00:54:51.510
I would say just to expand

00:54:51.530 --> 00:54:53.152
on that part is the one

00:54:53.172 --> 00:54:55.853
thing that I've realized is

00:54:55.954 --> 00:54:57.014
when right now I'm

00:54:57.275 --> 00:54:58.275
literally only treating one

00:54:58.315 --> 00:55:00.056
patient a week, one client visit,

00:55:00.577 --> 00:55:02.099
excluding the trial visit,

00:55:02.119 --> 00:55:03.260
whatever recording yesterday.

00:55:03.960 --> 00:55:04.059
Um,

00:55:05.532 --> 00:55:06.594
I can't fully do all the

00:55:06.635 --> 00:55:07.715
stuff you're talking about, Tony,

00:55:07.856 --> 00:55:09.478
when I was treating patients, like,

00:55:09.518 --> 00:55:10.519
cause I'm treating patients

00:55:10.539 --> 00:55:11.161
and you're scheduling

00:55:11.181 --> 00:55:12.161
people and you're traveling,

00:55:12.222 --> 00:55:13.164
we were traveling or you're

00:55:13.184 --> 00:55:13.885
going to an office.

00:55:14.346 --> 00:55:16.648
And it's so hard to think I

00:55:17.088 --> 00:55:18.170
I've come across like this

00:55:18.291 --> 00:55:19.853
almost like a revelation is

00:55:19.893 --> 00:55:21.295
like a practice owner that

00:55:21.315 --> 00:55:22.235
wants to do all this stuff.

00:55:23.498 --> 00:55:24.659
I suggest you get out of

00:55:24.699 --> 00:55:25.780
patient care yes your

00:55:25.860 --> 00:55:27.561
income will dip yes your

00:55:27.621 --> 00:55:28.922
income will dip you need to

00:55:29.663 --> 00:55:31.282
get income or pay or spend

00:55:31.324 --> 00:55:32.483
less in the next two to

00:55:32.503 --> 00:55:33.445
three months or four months

00:55:33.465 --> 00:55:34.664
or whatever like your

00:55:34.724 --> 00:55:35.626
income will dip but you

00:55:35.686 --> 00:55:37.626
need time to like work out

00:55:37.746 --> 00:55:39.847
or walk or work on this

00:55:39.867 --> 00:55:40.909
stuff because doing this

00:55:41.389 --> 00:55:42.809
this stuff with like video

00:55:42.949 --> 00:55:44.911
and content and game

00:55:44.951 --> 00:55:46.512
planning like all your

00:55:46.612 --> 00:55:47.572
whatever your processes

00:55:47.592 --> 00:55:48.672
your procedures whatever

00:55:48.753 --> 00:55:50.074
around this but or your

00:55:50.134 --> 00:55:51.494
entire playbook of your practice

00:55:52.742 --> 00:55:53.503
You spoke to a practice

00:55:53.543 --> 00:55:54.824
owner last week and they're still,

00:55:55.385 --> 00:55:56.847
they have five clinics and

00:55:56.907 --> 00:55:57.947
they're still in patient care.

00:55:58.588 --> 00:55:59.550
And it's like,

00:55:59.929 --> 00:56:01.692
you have no time to think of anything.

00:56:01.731 --> 00:56:02.853
Like how can you even grow

00:56:02.893 --> 00:56:03.815
the practice or work on

00:56:03.855 --> 00:56:04.976
video content or anything?

00:56:05.456 --> 00:56:06.898
I suggest you get out of

00:56:06.978 --> 00:56:08.420
patient care and then you

00:56:08.440 --> 00:56:09.300
actually have like the

00:56:09.541 --> 00:56:12.184
brain capacity to think

00:56:12.224 --> 00:56:13.465
creatively about this stuff.

00:56:13.971 --> 00:56:15.431
This is why a lot of my jobs failed.

00:56:16.130 --> 00:56:17.452
I got hired by big companies.

00:56:17.931 --> 00:56:19.092
I thought about these things,

00:56:19.371 --> 00:56:20.632
pitched them and they were like,

00:56:20.652 --> 00:56:21.771
but no one else is doing them.

00:56:21.791 --> 00:56:22.893
That must be a bad idea.

00:56:23.552 --> 00:56:26.373
And I just, I would always say sand wins.

00:56:26.413 --> 00:56:27.193
I'm like, what does that mean?

00:56:27.233 --> 00:56:29.313
I'm like hourglass in five years,

00:56:29.333 --> 00:56:30.153
you're going to look back and be like,

00:56:30.173 --> 00:56:30.474
Oh shoot.

00:56:30.514 --> 00:56:31.293
Wasn't that the thing Jimmy

00:56:31.313 --> 00:56:31.974
was telling us to do?

00:56:32.293 --> 00:56:33.534
Doesn't mean I'm an Oracle.

00:56:33.974 --> 00:56:34.675
It means I just pay

00:56:34.695 --> 00:56:36.715
attention looking at other stuff going,

00:56:36.735 --> 00:56:36.815
well,

00:56:36.835 --> 00:56:38.394
what if we took that elements of

00:56:38.434 --> 00:56:39.615
that and put it with this

00:56:39.976 --> 00:56:41.215
and then did that, would it work?

00:56:42.335 --> 00:56:42.956
Let's find out.

00:56:43.077 --> 00:56:44.237
The people who invest early

00:56:44.297 --> 00:56:46.297
typically win big, but it's dangerous.

00:56:46.958 --> 00:56:47.458
It's a leap.

00:56:47.617 --> 00:56:48.418
Tony, what were you going to say?

00:56:49.139 --> 00:56:50.878
I was going to go back to,

00:56:51.159 --> 00:56:51.980
and I'm going to reference

00:56:52.039 --> 00:56:53.280
Dan's point one more time.

00:56:53.320 --> 00:56:54.481
Dan said a hundred percent.

00:56:56.440 --> 00:56:57.362
It's one of those things.

00:56:57.702 --> 00:56:59.882
So I'm pretty much back in full time now,

00:57:00.182 --> 00:57:00.483
right?

00:57:00.822 --> 00:57:02.643
We doubled our patient visits.

00:57:03.143 --> 00:57:05.105
I'm seeing patients constantly.

00:57:06.264 --> 00:57:07.826
I'm doing all the documentation,

00:57:07.885 --> 00:57:08.425
all that stuff.

00:57:09.521 --> 00:57:10.101
I think it could be

00:57:10.141 --> 00:57:12.125
approached in one of two ways.

00:57:12.686 --> 00:57:12.985
You,

00:57:13.146 --> 00:57:15.489
you've got the therapist who's like

00:57:15.889 --> 00:57:18.032
full in a hundred percent dedicated.

00:57:18.072 --> 00:57:19.394
This is my full focus.

00:57:19.414 --> 00:57:20.717
And I'm sure Dave,

00:57:20.757 --> 00:57:22.077
that's probably where you were.

00:57:22.798 --> 00:57:22.980
Um,

00:57:24.545 --> 00:57:26.068
You can do that

00:57:26.487 --> 00:57:27.909
understanding the fact that

00:57:27.929 --> 00:57:29.150
you are limiting growth.

00:57:29.530 --> 00:57:32.032
You are doing this at the sacrifice of,

00:57:32.393 --> 00:57:33.414
I'm going to make less money.

00:57:33.594 --> 00:57:34.815
I'm going to have less focus.

00:57:34.875 --> 00:57:36.516
I'm going to have less time for my family.

00:57:37.898 --> 00:57:39.338
You could look at it as...

00:57:40.099 --> 00:57:40.340
Okay,

00:57:40.400 --> 00:57:42.501
I'm probably over delivering on value.

00:57:42.541 --> 00:57:43.762
I'm probably over delivering

00:57:43.802 --> 00:57:44.842
on what this person needs.

00:57:44.882 --> 00:57:45.043
Like,

00:57:45.083 --> 00:57:47.605
do they really need a hundred percent

00:57:47.664 --> 00:57:49.025
focus a hundred percent of

00:57:49.045 --> 00:57:50.427
the time and all of this?

00:57:50.987 --> 00:57:51.807
I don't think so.

00:57:52.309 --> 00:57:53.610
So if I divert twenty

00:57:53.650 --> 00:57:55.550
percent of my mental energy into

00:57:55.963 --> 00:57:57.003
I'm just going to grab my phone,

00:57:57.224 --> 00:57:58.344
hit record, you know,

00:57:58.385 --> 00:58:00.425
and then like I edit my

00:58:00.465 --> 00:58:02.286
video clips on the fly

00:58:02.346 --> 00:58:03.626
while the patient is in my

00:58:03.646 --> 00:58:05.407
clinic doing what they need to do.

00:58:06.047 --> 00:58:07.306
You can make the argument to

00:58:07.327 --> 00:58:09.427
say I am not as good of a

00:58:09.507 --> 00:58:11.588
therapist as the therapist

00:58:11.628 --> 00:58:13.228
who's fully focused on that

00:58:13.268 --> 00:58:15.009
patient and not thinking

00:58:15.048 --> 00:58:16.409
about YouTube and Instagram

00:58:16.429 --> 00:58:17.989
and Facebook and all the other platforms.

00:58:18.570 --> 00:58:18.889
True.

00:58:19.471 --> 00:58:21.592
But does that patient get a

00:58:21.672 --> 00:58:24.614
worse experience because I

00:58:24.673 --> 00:58:27.054
am eighty percent present

00:58:27.175 --> 00:58:29.456
instead of one hundred percent present?

00:58:29.916 --> 00:58:30.677
I don't think they do.

00:58:31.057 --> 00:58:32.099
I don't think they notice it.

00:58:32.199 --> 00:58:33.199
I don't think they feel it.

00:58:33.318 --> 00:58:33.940
I don't think I'm

00:58:33.980 --> 00:58:35.320
compromising to a level

00:58:35.340 --> 00:58:36.260
that's perceptible.

00:58:36.780 --> 00:58:38.322
And my judgment,

00:58:38.782 --> 00:58:39.922
the reason why I say that

00:58:39.963 --> 00:58:42.505
is because they still keep coming.

00:58:42.545 --> 00:58:44.146
They finish their plans of care.

00:58:44.610 --> 00:58:45.552
I can't even tell you how

00:58:45.592 --> 00:58:47.072
many patients come saying

00:58:47.414 --> 00:58:48.614
my doctor tried to send me

00:58:48.655 --> 00:58:49.454
across the street.

00:58:49.856 --> 00:58:51.376
I told him I don't want to go there.

00:58:51.737 --> 00:58:52.577
I've been there.

00:58:52.958 --> 00:58:53.878
I love you guys.

00:58:54.039 --> 00:58:56.061
I want to come back here.

00:58:56.141 --> 00:58:57.943
That's the only litmus test

00:58:58.182 --> 00:59:00.945
I have to say something is

00:59:01.005 --> 00:59:02.106
clearly working.

00:59:02.847 --> 00:59:05.210
Even though I know I'm not a

00:59:05.269 --> 00:59:06.349
hundred percent present.

00:59:06.469 --> 00:59:08.210
I know I'm not a hundred percent there.

00:59:08.532 --> 00:59:10.793
The only three ways to get that, Tony,

00:59:10.992 --> 00:59:13.213
is to have someone try you, right?

00:59:13.253 --> 00:59:15.215
To physically, to know you before they,

00:59:15.315 --> 00:59:15.775
whatever, right?

00:59:16.076 --> 00:59:17.456
So they have to have each tried you,

00:59:18.077 --> 00:59:18.297
right?

00:59:18.697 --> 00:59:20.458
Someone would have had to tell them,

00:59:20.559 --> 00:59:22.559
someone they trust already, go to Tony,

00:59:22.619 --> 00:59:23.780
not across the street.

00:59:24.061 --> 00:59:24.760
Or the third,

00:59:25.181 --> 00:59:25.762
they would have had to

00:59:25.822 --> 00:59:27.443
experience you in some way, shape,

00:59:27.463 --> 00:59:27.782
or form.

00:59:28.043 --> 00:59:28.423
That's it.

00:59:28.623 --> 00:59:29.804
They either physically tried

00:59:29.844 --> 00:59:30.784
you and liked you or

00:59:30.824 --> 00:59:31.806
physically tried you and didn't.

00:59:32.646 --> 00:59:34.567
Someone told them you suck.

00:59:34.686 --> 00:59:35.266
Don't go there.

00:59:35.527 --> 00:59:36.367
Or that guy's great.

00:59:36.407 --> 00:59:36.927
Try them out.

00:59:37.327 --> 00:59:38.887
Or they were there and you

00:59:39.007 --> 00:59:39.987
got in their way.

00:59:40.047 --> 00:59:40.387
That's it.

00:59:40.447 --> 00:59:41.509
Those are the three ways, right?

00:59:41.528 --> 00:59:42.108
That I can see.

00:59:42.168 --> 00:59:42.929
Am I missing a way?

00:59:43.188 --> 00:59:43.929
I think those are the three

00:59:43.949 --> 00:59:44.550
ways that someone,

00:59:45.309 --> 00:59:47.130
how else do we make decisions, right?

00:59:47.391 --> 00:59:48.751
A review of someone else,

00:59:49.010 --> 00:59:50.331
a video of some of that

00:59:50.371 --> 00:59:51.652
someone else shot that they see.

00:59:52.411 --> 00:59:54.233
Someone told them they know, like,

00:59:54.273 --> 00:59:56.275
and trust a doctor, a friend,

00:59:56.355 --> 00:59:56.954
a family member,

00:59:57.394 --> 00:59:59.096
or they just got sent to you,

00:59:59.175 --> 00:59:59.797
roll the dice.

00:59:59.817 --> 01:00:01.197
And then you had a chance to win or lose.

01:00:01.338 --> 01:00:02.057
Those are the three ways.

01:00:02.478 --> 01:00:03.579
How do you increase your

01:00:03.619 --> 01:00:04.579
likelihood of doing that?

01:00:05.840 --> 01:00:06.721
Make more content,

01:00:07.422 --> 01:00:08.463
give people a chance to

01:00:08.503 --> 01:00:09.382
sing your praises.

01:00:09.422 --> 01:00:11.684
That's the other know, like, and trust, uh,

01:00:12.184 --> 01:00:13.126
or give a great experience

01:00:13.146 --> 01:00:13.706
when someone's there.

01:00:14.005 --> 01:00:14.326
That's it.

01:00:14.445 --> 01:00:15.206
Focus on those three things.

01:00:16.248 --> 01:00:17.188
One more little aspect.

01:00:17.208 --> 01:00:17.688
And like I said,

01:00:17.728 --> 01:00:18.748
I'm not taking anything

01:00:18.768 --> 01:00:19.789
away from anybody.

01:00:20.309 --> 01:00:20.588
You know,

01:00:20.849 --> 01:00:23.409
you look at what's a priority for you,

01:00:23.489 --> 01:00:24.869
me as a therapist.

01:00:25.289 --> 01:00:26.349
Like there are things that

01:00:26.389 --> 01:00:27.710
other therapists do because

01:00:27.730 --> 01:00:29.771
it's a priority for them that I don't do,

01:00:30.311 --> 01:00:31.650
that are probably good to do,

01:00:31.710 --> 01:00:33.771
that I probably should or could do.

01:00:34.351 --> 01:00:35.672
I choose not to do it.

01:00:36.032 --> 01:00:36.931
Great example.

01:00:37.052 --> 01:00:38.353
We had two or three patients

01:00:38.393 --> 01:00:39.213
come in yesterday.

01:00:39.932 --> 01:00:42.295
I didn't have their benefits verified.

01:00:42.476 --> 01:00:44.998
Now, I'm not verifying, but my people,

01:00:45.739 --> 01:00:47.221
I didn't have that information.

01:00:47.400 --> 01:00:49.302
I didn't collect at the time of service.

01:00:49.382 --> 01:00:50.304
I'm probably going to have

01:00:50.324 --> 01:00:52.025
to invoice them in the future.

01:00:52.085 --> 01:00:53.447
I'm probably going to lose a

01:00:53.487 --> 01:00:55.409
little bit of money because

01:00:55.489 --> 01:00:57.251
I didn't collect at the time of service.

01:00:57.791 --> 01:00:58.893
But the thirty,

01:00:58.913 --> 01:01:00.434
forty bucks I'm going to lose.

01:01:01.983 --> 01:01:03.844
I believe I'm going to more

01:01:03.864 --> 01:01:05.083
than make up for from the

01:01:05.123 --> 01:01:06.603
video content and the other

01:01:06.664 --> 01:01:08.804
stuff that I did instead of

01:01:08.844 --> 01:01:10.625
doing that piece.

01:01:10.684 --> 01:01:12.385
So we're all going to make

01:01:12.425 --> 01:01:14.266
choices and pay a price somewhere.

01:01:15.385 --> 01:01:16.385
That was a big part on why

01:01:16.425 --> 01:01:17.487
we brought billing in-house.

01:01:17.507 --> 01:01:18.146
I'm like,

01:01:18.166 --> 01:01:19.547
if I'm paying seven percent on a

01:01:19.586 --> 01:01:20.606
million in revenue,

01:01:21.086 --> 01:01:22.507
I could probably I could

01:01:22.568 --> 01:01:24.068
give away seventy thousand

01:01:24.108 --> 01:01:25.847
dollars a year because

01:01:25.927 --> 01:01:28.048
that's the seven percent I was paying.

01:01:29.349 --> 01:01:31.230
I could not collect seventy

01:01:31.269 --> 01:01:33.231
thousand and still come out equal.

01:01:33.771 --> 01:01:35.172
I'm going to go that route instead.

01:01:35.833 --> 01:01:37.454
So we just make those choices.

01:01:37.534 --> 01:01:39.275
But but it should be a conscious choice.

01:01:39.434 --> 01:01:40.675
I consciously make the

01:01:40.715 --> 01:01:42.856
choice to say I'm not going

01:01:42.876 --> 01:01:43.637
to do things the way

01:01:43.657 --> 01:01:44.817
everyone else does it

01:01:45.117 --> 01:01:46.117
because I still think it's

01:01:46.137 --> 01:01:47.458
in the best interest of my patient.

01:01:47.699 --> 01:01:49.219
So just use AI to do your billing,

01:01:49.360 --> 01:01:51.061
save two percent and make more money.

01:01:51.561 --> 01:01:52.121
There you go.

01:01:52.342 --> 01:01:53.123
That's the way of the future.

01:01:53.143 --> 01:01:54.206
I think everything that we

01:01:54.226 --> 01:01:55.309
just covered the past five,

01:01:55.349 --> 01:01:56.371
six minutes is the parting

01:01:56.391 --> 01:01:57.673
shots from each of us.

01:01:57.793 --> 01:01:58.014
Yeah.

01:01:58.094 --> 01:01:58.735
Sounds good to me.

01:01:58.795 --> 01:01:59.217
I'm ready.

01:01:59.516 --> 01:02:01.481
I'll pitch this for a future episode.

01:02:01.621 --> 01:02:02.903
What if we just did...

01:02:04.411 --> 01:02:06.233
three to four AI topics.

01:02:06.273 --> 01:02:07.974
Like what if the whole show was just like,

01:02:07.994 --> 01:02:08.655
we're going to go AI,

01:02:08.675 --> 01:02:09.675
but we're going to go AI

01:02:09.715 --> 01:02:11.376
plus this AI plus like, it's a,

01:02:11.436 --> 01:02:11.938
it's a yes.

01:02:12.117 --> 01:02:13.259
And AI episode.

01:02:13.318 --> 01:02:15.221
Let's do it for an episode and we'll see.

01:02:15.260 --> 01:02:16.782
So we got to figure out the structure,

01:02:16.882 --> 01:02:18.103
but I think it needs to be the AI,

01:02:18.324 --> 01:02:19.565
AI plus content creation,

01:02:19.704 --> 01:02:21.746
AI plus documentation, AI plus billing,

01:02:21.867 --> 01:02:23.307
AI plus whatever.

01:02:23.327 --> 01:02:23.849
I have,

01:02:23.969 --> 01:02:25.670
I have one for scheduling some

01:02:25.750 --> 01:02:26.990
stealth company I heard about that.

01:02:27.231 --> 01:02:28.413
I don't even know the name literally.

01:02:28.492 --> 01:02:30.775
So AI with scheduling.

01:02:31.893 --> 01:02:33.054
I mean, we'll do it Thursday.

01:02:33.335 --> 01:02:33.815
We'll do it Thursday.

01:02:33.835 --> 01:02:34.956
All right, we'll work on that structure.

01:02:35.577 --> 01:02:36.900
Everybody, thanks for joining in.

01:02:36.940 --> 01:02:37.300
But really,

01:02:37.320 --> 01:02:38.621
thanks for coming to our live

01:02:38.722 --> 01:02:40.242
idea slash therapy session.

01:02:40.384 --> 01:02:41.605
I do like how these things play out.

01:02:42.144 --> 01:02:44.208
Gentlemen, we'll see you guys on Thursday.

How Sharing Patient Stories Can Transform Your PT Business

Subscribe:

Recent Episodes

Business Listen

Marketing Listen

Book Club Listen

Leadership Listen

PT Breakfast Club Listen

Browse episodes by category