Live from PPS? Why Prompt's Move Signals the Future of PT Media

WEBVTT

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There we go.

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Doing the fun,

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upbeat intro today on Thursday,

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November thirteenth.

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Dave comes back from vacation.

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This is what happens.

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This is what happens to people.

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You go on vacation.

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Your body is like, this is great.

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This is what life should be.

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This is awesome.

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And then you get sick.

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Because you get jammed back into the real

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world like a car crash.

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Tony, good morning.

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All the letdown,

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like catching up on sleep,

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catching up on all that stuff.

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It's how it's supposed to be.

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Good morning.

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I am on my second espresso this morning

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because I made my first one.

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I've got an espresso machine.

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I do the same thing every morning.

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I'm a creature of habit.

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I'm nothing if not predictable.

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And I did everything with the pot and

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the disc and the disc.

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And then I walk away and I hear

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the machine and I'm like, oh, I'm early.

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I'm going to be there before Tony.

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I hear the machine.

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It finishes.

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I turn around.

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The machine's done.

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I never put a cup down, Tony.

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Ah.

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That's where I'm not really a creature of

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habit.

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So I had to make another one,

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but we're one deep.

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It's PPS week, Tony.

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I know.

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We're not there.

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We're not there.

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And I think it was two years ago.

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I think I pitched a crazy idea on

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this podcast.

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If we had interns right now,

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I'd be like, go back, find the tape,

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find the transcript,

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bring up the clip right now where Jimmy

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said, you know what we should do?

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We should live stream from there.

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and i i love using like examples from

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similar things like do the pat mcafee show

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live from pps every damn day because i

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don't know what it is fifteen hundred

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people go to the pps conference a lot

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of people can't because they're running

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their own business

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they can't just take off two or three

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days because of it.

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Right.

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There,

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there are the people who might need it

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the most who ironically can't go because

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they can't afford it.

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Time, money, whatever.

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Um, sometimes family obligations.

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Right.

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But what if you could live stream it

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and give them a little bit?

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If I were PPS, I'd go,

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let me give everybody a little bit.

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Let me give everybody like I'm aunt

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Annie's pretzels.

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I'm gonna give them a little tastes until

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they're like, ah,

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just wouldn't hit your lips.

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Now I need to go.

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Um,

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And I said,

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let's set up a broadcast studio and stream

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live.

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And one of my biggest problems is I

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like to throw ideas out and I'm

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desperately waiting for someone to go,

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yes.

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And then we lock arm and arm like

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Hansel and Gretel and we go do the

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idea, right?

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But what people like Tony show me is

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like, you have to just take the idea.

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You have to just go.

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Like no one's coming with you.

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No one's going to clap until you succeed.

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You should just do it.

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And here's my proof of concept.

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Thank you, prompt.

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For proving me right.

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This was one of their stories yesterday,

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and it came up, and I was like,

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wait a minute, what's that?

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They did half my idea anyway,

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and I'm betting they're going to do the

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other half, or they should be.

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And the image I'm showing on the live

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stream is of like a podcast studio or

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a video studio, full interview set,

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looks like Oprah, boom mics.

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There's like one, two, three.

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I see three people off camera.

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essentially creating media with one on-air

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host and a guest.

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So this was like, you know,

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nobody had called me crazy for doing this.

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No, people did call me crazy.

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I pitched this to several people looking

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for them to fund us to go,

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not even to make a ton of money.

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I was just like, just cover it.

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I'm telling you,

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this is going to be proof of concept

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and everybody's going to be doing this two

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to three years from now.

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And we're not there yet,

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but I think we will be.

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So what are your thoughts when I shared

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this in the group chat?

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First, for people that can see it,

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I swear that was you.

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I thought that was you holding the boom

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arm for the mic.

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I've never seen Drew,

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so I assume Drew is the guy at

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the camera.

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I was like, wait,

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I know Jimmy's not a PPS.

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What is going on?

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What am I missing?

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I think the thing with this is Prompt

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made it work.

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Prompt didn't wait for APTA.

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Prompt didn't wait for somebody else.

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I'm sure somebody in Prompt just was like,

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let's just go do this.

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We're going to set it up.

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We're going to pay for it all.

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We're going to do it all.

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And this goes back to like the

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conversation we had on Tuesday.

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This goes back to conversation every

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therapist has had when they're talking

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about marketing.

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Like you can't make an ideal client do

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what you want them to do unless they're

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already doing it.

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You can't make,

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you can't make an ideal client,

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your ideal client.

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You can't make them do something unless

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they're already doing it, you know?

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And like,

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I can sell a treadmill to somebody who

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wants to walk.

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They're not going to walk.

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Joey Albert in the other day said

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something about people selling wellness.

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We know that it doesn't work in the

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sense that people aren't just all of a

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sudden going to become healthy.

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smokers know they shouldn't smoke like

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these are things if i want to sell

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golf training i sell it to people who

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are already buying golf training if i want

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to sell a bmw i sell it to

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somebody who already owns a mercedes i

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don't sell it to somebody who's riding a

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bike you know so this

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I'm sure,

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and now I'm putting words in their mouth,

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I'm sure the APTA has known about digital

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media for decades.

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They've never really invested in any of

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it.

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Prompto was the one that said,

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I'm guessing.

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We'll take on the responsibility.

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We'll take on the cost because this is

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what's important.

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We're going to make you do it.

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We're going to drag you kicking and

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screaming.

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But they get all the roses then because

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their prompt is going to – this is

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their IP.

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They're not – they might say we're live

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from PPS, but, I mean,

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they might be nice and give them some

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stuff to share.

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Dead honest,

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even if they gave them some reels to

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share to PPS,

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I don't know that PPS would share them.

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Right.

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It's the funniest thing.

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So I pitched the idea –

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i'll give the full pitch again so i

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can say i did it in twenty twenty

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five and hopefully we're doing something

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i'm gonna immediately start working on

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this and maybe it's i don't know maybe

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it's prompt because again following tony's

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paradigm you don't try to sell it to

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someone who's not doing it they've already

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bought in so jump okay so the pitch

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was

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And I don't know that it's the case

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this year, but if you're at PPS,

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I would like to know.

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In the hall where all the sponsors were,

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where Tony and I were walking around with

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just phones last year doing quick

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interviews,

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there was this secondary stage in the expo

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hall.

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And from my understanding,

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if you were a sponsor of a certain

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level,

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you got to pick a half hour block

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to sort of do an impromptu presentation.

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A lot of people took the opportunity to

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sort of turn it into a pitch.

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Right.

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If you're an EMR, if you're a product,

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they had some flat screens for you to

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plug a laptop in and do some to

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have some slides or whatever.

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And there was a microphone.

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And I was standing there.

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But remember, it's a busy room.

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And there was no one saying, hey,

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everybody, now it's time.

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It was, in fact,

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a time when the expo hall was open.

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So you were – it was a busy

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room.

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It was like trying to get people in

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Times Square to pay attention,

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which is fine.

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It was right around lunchtime because I

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remember I had a plate with lunch on

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it.

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Yes.

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Yes, yes.

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So they were doing that all the whatever,

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two to three days of PPS.

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My spin for PPS,

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this is what I pitched PPS.

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I said, hey, listen, keep that.

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Give added value,

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which in marketing talk is like free stuff

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for what you're already paying for.

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It's going to make the value side feel

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higher.

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So what I said was,

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I'll come down there.

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You can give these companies who are

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allowed to walk on stage an option of

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having the stage completely to them.

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Maybe they have a really well-spoken CEO.

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Do your thing.

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Or you can have someone like me or

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Tony or Dave come up there and be

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your host, be someone to play against.

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Give me six questions.

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I will ask them to you.

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So all you have to do is answer.

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We both know that's easier and it flows

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better and doesn't take a lot of practice.

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Hey,

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these are the six questions you want to

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ask.

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Great.

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You know what?

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I'm going to right now,

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I'm going to go to AI.

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I'm going to write a quick intro for

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you.

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So now you walk up and you're the

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hero.

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Jimmy's the guide.

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Right.

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And then I said to PPS and then

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we can I'll bring the equipment.

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I'll bring the drew and we'll live stream

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this because now follow me,

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mathematicians.

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There are more people not at PPS.

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than there are at PPS.

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And right now,

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you have the people at PPS as nickels.

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You've got all their nickels.

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They paid for the ticket and they're gonna

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go to the things at night and the

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sponsors are glad to have them.

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Except mathematically,

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there are gajillions of more people not at

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PPS.

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So how do you own some of their

00:09:01.643 --> 00:09:02.264
eyeballs?

00:09:02.683 --> 00:09:05.706
How do you make them so FOMO that

00:09:05.725 --> 00:09:07.407
they want to come next year or two

00:09:07.427 --> 00:09:09.089
years from now that they look at it

00:09:09.129 --> 00:09:10.570
like a thing that I'm going to save

00:09:10.610 --> 00:09:13.532
all my nickels and eventually I'm going to

00:09:13.572 --> 00:09:14.712
go to PPS one day.

00:09:15.033 --> 00:09:16.774
One day I'm going to go to PPS.

00:09:16.793 --> 00:09:18.576
I've got my PPS poster on the wall

00:09:18.836 --> 00:09:19.436
above my bed.

00:09:19.917 --> 00:09:21.238
And I pitched this and everyone sort of

00:09:21.258 --> 00:09:21.638
looked at me.

00:09:21.697 --> 00:09:23.578
And again, this happens to me a lot.

00:09:23.639 --> 00:09:24.440
No one said no.

00:09:25.480 --> 00:09:26.461
No one said yes.

00:09:27.042 --> 00:09:28.523
Everyone's like, yeah, yeah.

00:09:29.154 --> 00:09:30.057
They sort of look at it like a

00:09:30.116 --> 00:09:32.884
turd on the carpet at Thanksgiving.

00:09:32.903 --> 00:09:33.124
Like,

00:09:33.245 --> 00:09:34.226
I don't know what we're going to do

00:09:34.246 --> 00:09:34.768
with that.

00:09:36.365 --> 00:09:37.386
I'm not going to touch it,

00:09:37.846 --> 00:09:39.327
but I'm not going to say it's a

00:09:39.368 --> 00:09:39.947
bad idea.

00:09:40.328 --> 00:09:42.230
So I'm not knocking PPS either because no

00:09:42.269 --> 00:09:43.029
one else is doing this.

00:09:43.049 --> 00:09:44.831
This is asking them to jump three or

00:09:44.892 --> 00:09:46.091
four or five steps.

00:09:46.572 --> 00:09:48.433
But I'm telling you in twenty twenty five

00:09:48.474 --> 00:09:49.494
and we said it last year in twenty

00:09:49.514 --> 00:09:51.034
twenty four, this will be a thing.

00:09:51.515 --> 00:09:53.017
And we're looking at prompt doing,

00:09:53.177 --> 00:09:53.417
I think,

00:09:53.537 --> 00:09:54.878
eighty percent of the thing right there.

00:09:54.918 --> 00:09:55.958
This looks like they're not.

00:09:55.999 --> 00:09:57.700
It looks like from what I'm seeing in

00:09:57.720 --> 00:09:58.899
their equipment, they're recording,

00:09:58.919 --> 00:09:59.500
not live streaming.

00:09:59.841 --> 00:10:02.182
Still a power move, in my opinion,

00:10:02.322 --> 00:10:02.942
just my opinion.

00:10:04.530 --> 00:10:04.610
Yeah,

00:10:04.772 --> 00:10:07.118
I think what you lose and what we

00:10:07.197 --> 00:10:10.547
see there, it's obviously produced.

00:10:10.668 --> 00:10:12.231
It's going to be like,

00:10:12.678 --> 00:10:15.320
highest definition and perfect audio and

00:10:15.379 --> 00:10:18.081
all that stuff, you lose the authenticity,

00:10:18.162 --> 00:10:21.303
you lose the relatability.

00:10:22.423 --> 00:10:25.206
Don't turn it into just another APTA

00:10:25.225 --> 00:10:25.806
commercial.

00:10:26.385 --> 00:10:27.947
They've been doing that for decades.

00:10:28.126 --> 00:10:29.927
None of that has ever worked.

00:10:30.028 --> 00:10:32.549
Let's bring in social media,

00:10:32.610 --> 00:10:33.850
true social media.

00:10:33.870 --> 00:10:35.130
Let's have conversations.

00:10:35.171 --> 00:10:38.993
Let's really talk to people as opposed to

00:10:39.432 --> 00:10:40.394
record the interview.

00:10:41.404 --> 00:10:42.145
I don't know if they're going to do

00:10:42.186 --> 00:10:42.485
both.

00:10:42.505 --> 00:10:42.866
We'll see.

00:10:43.386 --> 00:10:44.668
The funniest part is,

00:10:45.469 --> 00:10:47.650
so I have to yes and you.

00:10:47.910 --> 00:10:49.773
The other thing you're losing is it's

00:10:49.832 --> 00:10:52.054
November thirteenth and they're shooting

00:10:52.475 --> 00:10:54.677
on November twelfth and thirteenth and

00:10:54.717 --> 00:10:55.217
fourteenth.

00:10:56.140 --> 00:10:57.841
This won't come out for two to three

00:10:57.881 --> 00:10:58.201
weeks.

00:10:58.501 --> 00:11:00.143
A week if you're lucky, right?

00:11:00.363 --> 00:11:01.224
The funniest part.

00:11:01.884 --> 00:11:04.085
So, like, I mentioned this yesterday.

00:11:04.144 --> 00:11:05.285
Dave's a big baseball fan.

00:11:05.326 --> 00:11:06.046
I'm a baseball fan.

00:11:06.066 --> 00:11:06.706
You're a baseball fan.

00:11:07.067 --> 00:11:08.467
You tell me that this game was recorded

00:11:08.508 --> 00:11:10.369
two days ago, I suddenly lost interest.

00:11:10.428 --> 00:11:11.668
If I'm scrolling and I'm like, oh,

00:11:11.708 --> 00:11:13.110
Yankees are playing Blue Jays, I'm like,

00:11:13.149 --> 00:11:14.831
cool, from two days ago.

00:11:14.951 --> 00:11:16.652
I'm like, I'll just go, hey, Siri,

00:11:16.731 --> 00:11:18.033
what was the score from the Yankees-Blue

00:11:18.052 --> 00:11:18.932
Jays game two years ago?

00:11:19.113 --> 00:11:19.513
They lost.

00:11:19.793 --> 00:11:20.153
Moving on.

00:11:20.874 --> 00:11:21.754
I'm good.

00:11:21.794 --> 00:11:22.414
Got the result.

00:11:22.595 --> 00:11:24.696
So there is I got to talk to

00:11:24.716 --> 00:11:26.116
my friend Jamie, the psychologist.

00:11:26.256 --> 00:11:27.738
There's got to be like some sort of

00:11:27.778 --> 00:11:30.918
like already proven idea of why this has

00:11:31.000 --> 00:11:33.500
value in the moment and has less value

00:11:33.541 --> 00:11:34.581
in the moment later.

00:11:34.682 --> 00:11:35.361
I don't know what it is,

00:11:35.402 --> 00:11:35.922
but it's there.

00:11:37.697 --> 00:11:38.477
So you lose that.

00:11:38.759 --> 00:11:40.240
And then three weeks from now, moving on,

00:11:40.260 --> 00:11:42.864
the news cycle changes every five to six

00:11:42.903 --> 00:11:43.424
days, right?

00:11:43.804 --> 00:11:45.727
You miss the opportunity to capitalize on

00:11:45.768 --> 00:11:46.528
PPS week.

00:11:46.850 --> 00:11:49.774
Turn PPS week into fucking shark week,

00:11:50.073 --> 00:11:50.313
right?

00:11:50.595 --> 00:11:51.515
Steal an idea,

00:11:51.937 --> 00:11:54.080
do the Pat McAfee show live from PPS.

00:11:54.440 --> 00:11:56.982
That's one way to steal something that you

00:11:57.023 --> 00:11:57.283
know,

00:11:57.583 --> 00:11:59.645
a familiar concept in an unfamiliar place.

00:11:59.926 --> 00:12:00.726
Steal Shark Week.

00:12:01.206 --> 00:12:02.828
We're going to release a full length.

00:12:02.849 --> 00:12:04.030
You had to be recording this two to

00:12:04.051 --> 00:12:04.591
three months ago.

00:12:04.831 --> 00:12:07.394
We're going to release full length pre-con

00:12:07.433 --> 00:12:09.015
lessons from PPS.

00:12:09.155 --> 00:12:10.518
We're going to be releasing them all week

00:12:10.577 --> 00:12:11.519
leading up to PPS.

00:12:12.058 --> 00:12:12.679
I don't know, man.

00:12:12.899 --> 00:12:14.000
This feels like a miss.

00:12:14.802 --> 00:12:16.623
I feel like five years ago I needed

00:12:16.643 --> 00:12:18.043
to rant and rave and no one would

00:12:18.063 --> 00:12:18.803
pay attention to me.

00:12:19.163 --> 00:12:20.445
I feel like in twenty twenty five.

00:12:20.565 --> 00:12:21.105
I don't know.

00:12:21.465 --> 00:12:22.785
I think I have more people agreeing with

00:12:22.806 --> 00:12:23.885
me than disagreeing with me now.

00:12:23.926 --> 00:12:24.966
And I have to try less.

00:12:26.988 --> 00:12:28.548
Since we're on the topic,

00:12:28.727 --> 00:12:34.691
there are two kind of APTA related posts

00:12:34.730 --> 00:12:35.591
worth discussing.

00:12:36.511 --> 00:12:39.332
One is a conversation that's going on on

00:12:39.432 --> 00:12:43.475
TikTok about PTs moving into primary care

00:12:43.495 --> 00:12:43.654
programs.

00:12:44.211 --> 00:12:45.113
Physical therapy.

00:12:45.994 --> 00:12:48.056
Have you seen some of the doctors,

00:12:48.115 --> 00:12:50.018
like physicians, MDs,

00:12:51.038 --> 00:12:53.620
and other healthcare providers and their

00:12:53.660 --> 00:12:57.144
interpretation of the way they read PTs

00:12:57.184 --> 00:12:59.066
becoming primary care providers?

00:12:59.667 --> 00:13:02.129
No, but I love where this is going.

00:13:02.149 --> 00:13:02.950
I'm sure you figured.

00:13:02.970 --> 00:13:03.070
Yeah.

00:13:04.748 --> 00:13:05.727
Once again,

00:13:07.328 --> 00:13:08.849
we had to figure out a better way

00:13:08.869 --> 00:13:09.749
to communicate.

00:13:10.068 --> 00:13:11.110
Guys, come on.

00:13:11.210 --> 00:13:12.389
And I thought the same thing.

00:13:12.850 --> 00:13:15.711
When I saw PTs want to be considered

00:13:15.770 --> 00:13:17.951
primary care providers, to me,

00:13:18.392 --> 00:13:21.932
primary care is my medical doctor who does

00:13:21.991 --> 00:13:24.393
my blood work, who checks my prostate,

00:13:24.432 --> 00:13:25.793
who does all of these things.

00:13:25.852 --> 00:13:27.653
It is not the physical therapist.

00:13:28.715 --> 00:13:30.775
I understand PTs want to be able to

00:13:30.796 --> 00:13:31.535
order imaging,

00:13:32.157 --> 00:13:33.616
PTs want to do other things,

00:13:33.636 --> 00:13:34.957
and we want direct access,

00:13:35.097 --> 00:13:36.238
true direct access.

00:13:37.259 --> 00:13:39.779
The underlying message that not enough

00:13:39.799 --> 00:13:43.001
people talk about is if we do get

00:13:43.062 --> 00:13:45.562
reclassified from an insurance

00:13:45.623 --> 00:13:46.503
perspective,

00:13:47.043 --> 00:13:51.865
our co-pays go from specialist to primary

00:13:51.885 --> 00:13:52.706
care provider,

00:13:53.046 --> 00:13:54.167
and it's usually a lot less.

00:13:54.206 --> 00:13:56.368
So a fifty dollar co-pay might go to

00:13:56.408 --> 00:13:57.008
twenty five.

00:13:58.754 --> 00:13:59.495
But in the media,

00:13:59.534 --> 00:14:01.155
that's not the way it comes across.

00:14:01.196 --> 00:14:03.518
The way it comes across is physical

00:14:03.577 --> 00:14:06.059
therapists want to be your medical doctor

00:14:06.580 --> 00:14:08.360
and want to do all of the things

00:14:08.380 --> 00:14:10.602
that your primary care medical doctor

00:14:10.663 --> 00:14:10.982
does.

00:14:12.063 --> 00:14:13.504
And then, of course, PTs are shocked.

00:14:13.524 --> 00:14:14.664
They're there, you know,

00:14:14.684 --> 00:14:15.485
across social media.

00:14:15.505 --> 00:14:15.826
They're like,

00:14:15.905 --> 00:14:17.346
I can't believe you didn't read the

00:14:17.407 --> 00:14:19.589
article and you didn't research.

00:14:19.629 --> 00:14:19.749
Oh,

00:14:19.808 --> 00:14:21.409
nobody is going to research past the

00:14:21.450 --> 00:14:21.950
headline.

00:14:24.231 --> 00:14:25.793
Be happy we read the headline, man.

00:14:26.928 --> 00:14:28.470
So, I mean, I get it.

00:14:28.549 --> 00:14:29.910
We fought for direct access.

00:14:29.932 --> 00:14:31.212
We got direct access.

00:14:31.273 --> 00:14:32.573
It's not what we thought it was going

00:14:32.594 --> 00:14:32.894
to be.

00:14:32.974 --> 00:14:34.495
Now we're fighting for something we're

00:14:34.514 --> 00:14:36.057
calling primary care.

00:14:37.597 --> 00:14:39.298
There's got to be a better word for

00:14:39.318 --> 00:14:41.581
that or name for that or even primary

00:14:41.660 --> 00:14:44.003
musculoskeletal care, you know,

00:14:44.062 --> 00:14:48.407
something like just what are you?

00:14:48.427 --> 00:14:49.967
They used PT first for a while.

00:14:51.980 --> 00:14:52.899
I mean, I love Angela.

00:14:52.940 --> 00:14:53.600
Just had her on my show.

00:14:53.639 --> 00:14:54.421
We should be messaging.

00:14:54.461 --> 00:14:55.780
We collaborate with primary care

00:14:55.801 --> 00:14:58.782
physicians as primary care MSK providers.

00:14:59.621 --> 00:15:01.381
Except you can't say that in a headline.

00:15:02.043 --> 00:15:03.302
So, like, I agree with you, Angela.

00:15:04.102 --> 00:15:05.342
Tony and I are saying we agree with

00:15:05.383 --> 00:15:05.482
you.

00:15:05.503 --> 00:15:07.323
It needs to be messaged better.

00:15:07.464 --> 00:15:09.624
Like, quite literally, not, like,

00:15:09.764 --> 00:15:10.865
the message better,

00:15:11.004 --> 00:15:12.264
all the different moving parts in the

00:15:12.304 --> 00:15:12.705
background.

00:15:12.924 --> 00:15:13.544
Quite literally,

00:15:13.926 --> 00:15:15.105
it should start with the message.

00:15:15.927 --> 00:15:17.428
Mr. Beast is famous for this.

00:15:17.610 --> 00:15:18.630
Why are we talking about Mr. Beast?

00:15:18.650 --> 00:15:20.152
We're talking about doctors and smart,

00:15:20.532 --> 00:15:21.352
serious people.

00:15:21.753 --> 00:15:23.615
Because he understands if he can't write

00:15:23.654 --> 00:15:24.196
the headline,

00:15:25.015 --> 00:15:27.558
if his team can't design the thumbnail,

00:15:29.200 --> 00:15:30.240
they don't book the set.

00:15:30.902 --> 00:15:31.761
They don't make the video.

00:15:32.730 --> 00:15:34.172
And that's the first couple of times I

00:15:34.192 --> 00:15:35.471
heard that I was like, that's ridiculous.

00:15:35.991 --> 00:15:37.332
And the more you look at it,

00:15:37.533 --> 00:15:38.452
it makes complete sense.

00:15:39.014 --> 00:15:41.414
If you can't walk into a Hollywood studio

00:15:41.514 --> 00:15:43.054
with what's called a log line,

00:15:43.455 --> 00:15:45.035
one sentence that explains the whole damn

00:15:45.056 --> 00:15:46.956
movie in one sentence, that's ridiculous.

00:15:46.976 --> 00:15:48.236
You can't explain a whole movie in one

00:15:48.277 --> 00:15:48.638
sentence.

00:15:48.977 --> 00:15:49.977
Sure you can.

00:15:50.038 --> 00:15:50.677
Give me a minute.

00:15:50.697 --> 00:15:51.438
I'll bring up all the,

00:15:51.458 --> 00:15:53.099
I'll bring up fifty log lines of the

00:15:53.158 --> 00:15:55.460
top fifty movies from AMC and you'll know

00:15:55.539 --> 00:15:57.061
every single movie from the log line

00:15:57.780 --> 00:15:58.881
because if you can't see it,

00:15:59.682 --> 00:16:00.302
No one's going to fund it.

00:16:00.763 --> 00:16:02.225
So I agree with you here, Angela.

00:16:02.245 --> 00:16:02.926
We should be messaging.

00:16:02.966 --> 00:16:03.546
We collaborate with.

00:16:03.625 --> 00:16:05.368
And I know Angela is probably screaming

00:16:05.408 --> 00:16:06.750
like what I meant was and I agree

00:16:06.769 --> 00:16:08.610
with she's ridiculously smart.

00:16:11.274 --> 00:16:12.394
We collaborate with primary care

00:16:12.414 --> 00:16:13.836
physicians as primary care MSK.

00:16:13.856 --> 00:16:14.618
It's just too long.

00:16:16.535 --> 00:16:17.697
Okay, so she's agreeing.

00:16:17.716 --> 00:16:18.879
They want the collaboration.

00:16:18.938 --> 00:16:20.539
So we do agree this is a messaging

00:16:20.580 --> 00:16:22.121
problem, which is a good problem to have,

00:16:22.522 --> 00:16:24.024
except we sort of let the cat out

00:16:24.043 --> 00:16:24.725
of the bag now.

00:16:24.825 --> 00:16:26.145
And now you got to wash the stink

00:16:26.186 --> 00:16:28.249
of this off to then put that on.

00:16:28.869 --> 00:16:31.231
My only problem was a PT was probably

00:16:31.251 --> 00:16:32.253
in charge of messaging this.

00:16:32.373 --> 00:16:34.075
And I say that with all due respect.

00:16:35.543 --> 00:16:36.903
You wouldn't want a marketing person in

00:16:36.923 --> 00:16:38.443
charge of your PT.

00:16:38.984 --> 00:16:40.384
That's my guess.

00:16:40.424 --> 00:16:42.985
This started in Utah, right?

00:16:43.086 --> 00:16:44.865
I think they were the first state to

00:16:44.926 --> 00:16:46.966
classify physical therapists.

00:16:49.388 --> 00:16:52.208
I think what you said needs to be

00:16:52.269 --> 00:16:55.250
reiterated because this permeates every

00:16:55.350 --> 00:16:56.529
aspect of life.

00:16:56.990 --> 00:16:57.330
Mr.

00:16:57.370 --> 00:17:01.011
Beast doesn't make the video if he doesn't

00:17:01.072 --> 00:17:03.692
have the title and the thumbnail already

00:17:03.732 --> 00:17:05.173
done and already perfect.

00:17:06.428 --> 00:17:09.570
I won't get into a business unless I

00:17:09.671 --> 00:17:12.233
know that the business that I can easily

00:17:12.273 --> 00:17:13.836
communicate the value of the business.

00:17:13.895 --> 00:17:15.136
I can sell it in a word or

00:17:15.196 --> 00:17:15.478
two.

00:17:15.917 --> 00:17:17.480
Like I have the social media.

00:17:17.579 --> 00:17:19.642
It's a social media attractive business.

00:17:20.143 --> 00:17:21.663
I would not get into it if I

00:17:21.763 --> 00:17:23.906
didn't have those things in place already.

00:17:25.134 --> 00:17:27.476
Testing or, you know,

00:17:27.516 --> 00:17:29.196
focus groups and stuff that that just

00:17:29.257 --> 00:17:31.638
never works because you're collecting a

00:17:31.659 --> 00:17:32.278
bunch of people.

00:17:32.358 --> 00:17:33.779
They kind of know what you're looking for.

00:17:33.859 --> 00:17:36.102
It's a biased audience.

00:17:37.522 --> 00:17:39.203
I don't necessarily have the answer,

00:17:39.825 --> 00:17:41.826
but I would definitely say if somebody

00:17:41.846 --> 00:17:43.807
came to me and, you know,

00:17:43.988 --> 00:17:45.608
my litmus test is my wife.

00:17:45.689 --> 00:17:46.670
My wife has been a P.T.,

00:17:48.023 --> 00:17:50.385
Thirty years, twenty something years.

00:17:51.205 --> 00:17:53.567
She came out of the bachelor's programs

00:17:53.627 --> 00:17:55.028
like she's an amazing therapist.

00:17:55.548 --> 00:17:56.549
I would have told her, hey,

00:17:56.990 --> 00:17:58.671
what if I called you a primary care

00:17:58.711 --> 00:17:59.172
provider?

00:17:59.251 --> 00:18:01.313
She would have she would have hated it.

00:18:01.353 --> 00:18:02.073
She would have flipped out.

00:18:02.093 --> 00:18:03.074
She's like, that's not what I do.

00:18:03.173 --> 00:18:04.194
I am a physical therapist.

00:18:05.955 --> 00:18:06.455
So I don't know.

00:18:06.476 --> 00:18:08.417
I just think we reopen the whole you're

00:18:08.458 --> 00:18:09.898
not a doctor argument.

00:18:10.459 --> 00:18:12.420
You're a doctor of physical therapy.

00:18:12.641 --> 00:18:14.142
You're not a doctor like this.

00:18:14.261 --> 00:18:16.143
This whole wound is open again.

00:18:16.663 --> 00:18:17.523
It's just going to get worse.

00:18:18.338 --> 00:18:20.520
This could be a great idea ruined by

00:18:20.560 --> 00:18:23.202
the message about how it's communicated.

00:18:24.163 --> 00:18:26.066
Just so happen to see a video from

00:18:26.205 --> 00:18:26.486
Jess.

00:18:26.566 --> 00:18:27.567
Is it Jesse Cole?

00:18:27.926 --> 00:18:28.428
He's the guy.

00:18:28.468 --> 00:18:30.410
He's the Savannah banana, right?

00:18:30.450 --> 00:18:30.710
Cole.

00:18:31.049 --> 00:18:31.309
Yeah.

00:18:31.510 --> 00:18:31.750
Yeah.

00:18:33.020 --> 00:18:36.702
He got his first shot managing like a

00:18:36.782 --> 00:18:38.243
single A team or something like that at

00:18:38.304 --> 00:18:38.964
twenty three.

00:18:39.025 --> 00:18:39.545
And he was like,

00:18:39.644 --> 00:18:40.806
I shouldn't have done it like twenty

00:18:40.826 --> 00:18:41.046
three.

00:18:41.066 --> 00:18:42.067
You don't get to be a GM at

00:18:42.086 --> 00:18:42.606
twenty three.

00:18:43.307 --> 00:18:45.229
And he gives props to the guy who

00:18:45.249 --> 00:18:46.048
gave him that shot.

00:18:46.589 --> 00:18:47.970
And he said this guy was very smart.

00:18:48.070 --> 00:18:49.451
And I think the lesson that the guy

00:18:49.510 --> 00:18:52.753
gave Jesse from the Savannah Bananas is

00:18:52.794 --> 00:18:53.554
important here.

00:18:54.494 --> 00:18:55.355
Jesse would say,

00:18:55.615 --> 00:18:57.395
I want to do a game night on

00:18:57.415 --> 00:18:59.778
a Tuesday and I want to have a

00:18:59.837 --> 00:19:01.239
grandmother beauty contest.

00:19:02.434 --> 00:19:04.737
ridiculous.

00:19:04.777 --> 00:19:06.357
I want to do a dig to China

00:19:06.417 --> 00:19:08.740
night where we bury a treasure in the

00:19:08.839 --> 00:19:09.420
infield.

00:19:09.519 --> 00:19:10.240
And at the end of the game,

00:19:10.260 --> 00:19:11.382
we let people come out and dig up

00:19:11.422 --> 00:19:11.942
the infield.

00:19:12.702 --> 00:19:13.563
I want to start a game.

00:19:13.583 --> 00:19:14.763
I want to start a baseball game at

00:19:14.804 --> 00:19:16.726
midnight and I want to call it midnight

00:19:16.766 --> 00:19:17.066
madness.

00:19:17.086 --> 00:19:17.926
So you, this,

00:19:18.666 --> 00:19:20.729
so Jesse was like Jimmy pitching to the

00:19:20.769 --> 00:19:22.750
guy looking for his approval.

00:19:23.050 --> 00:19:24.991
Jimmy desperately seeks approval.

00:19:25.271 --> 00:19:25.873
So Jesse,

00:19:26.093 --> 00:19:27.794
the problem was he was pitching to this

00:19:27.814 --> 00:19:28.034
guy.

00:19:28.795 --> 00:19:29.855
And the guy would always come back with

00:19:29.895 --> 00:19:30.297
a question.

00:19:30.376 --> 00:19:30.896
Well, I don't know.

00:19:31.377 --> 00:19:32.018
What do you think?

00:19:32.419 --> 00:19:33.880
So now he gets the ball back over

00:19:33.920 --> 00:19:34.621
the net and goes,

00:19:35.942 --> 00:19:37.564
you're now responsible for this idea.

00:19:37.944 --> 00:19:40.748
Because if Jesse pitches to his boss and

00:19:40.768 --> 00:19:41.989
his boss says go for it,

00:19:42.269 --> 00:19:44.290
his boss is the one that is responsible.

00:19:44.951 --> 00:19:46.353
Boss pushes it back to Jesse with a

00:19:46.393 --> 00:19:46.972
simple question.

00:19:47.212 --> 00:19:47.732
What do you think?

00:19:48.212 --> 00:19:48.953
How do you think this is going to

00:19:48.973 --> 00:19:49.153
go?

00:19:49.394 --> 00:19:50.273
What's it going to cost?

00:19:50.554 --> 00:19:51.434
Are we going to make that back?

00:19:51.454 --> 00:19:51.855
And then some,

00:19:52.174 --> 00:19:53.296
is this going to move the needle?

00:19:53.516 --> 00:19:55.435
Is this going to turn average fans into

00:19:55.496 --> 00:19:56.136
raving fans?

00:19:56.457 --> 00:19:57.797
So he always pushed back.

00:19:58.076 --> 00:19:59.877
So I think what I'm getting at here,

00:19:59.938 --> 00:20:02.818
long winded story for a short comment is

00:20:02.858 --> 00:20:05.560
if someone said we're going to be primary

00:20:05.601 --> 00:20:06.681
care providers,

00:20:07.480 --> 00:20:08.801
what do you think the rest of the

00:20:08.842 --> 00:20:09.801
world is going to read when they,

00:20:09.902 --> 00:20:10.962
when they read that?

00:20:11.957 --> 00:20:13.297
When they read that, who's they?

00:20:13.457 --> 00:20:14.778
Quite literally everybody except for you.

00:20:15.357 --> 00:20:16.478
Is this clear?

00:20:16.778 --> 00:20:18.538
Is this devastatingly clear?

00:20:18.858 --> 00:20:20.638
If the answer is not one hundred percent,

00:20:20.679 --> 00:20:21.838
hell yes, you don't do it.

00:20:22.239 --> 00:20:23.539
That's what Mr. Beats is saying.

00:20:23.779 --> 00:20:25.180
If I cannot understand what I'm going to

00:20:25.240 --> 00:20:25.500
get,

00:20:25.940 --> 00:20:28.641
if I give you a push play and

00:20:28.701 --> 00:20:29.461
five seconds,

00:20:29.941 --> 00:20:31.481
are you going to earn my five seconds?

00:20:31.821 --> 00:20:32.122
After that,

00:20:32.142 --> 00:20:33.442
are you going to earn ten more and

00:20:33.481 --> 00:20:34.402
ten more and ten more?

00:20:34.761 --> 00:20:35.823
This is confusing.

00:20:35.962 --> 00:20:37.403
I'm not saying it's wrong.

00:20:37.702 --> 00:20:39.282
If you boil it down, we are primary.

00:20:39.663 --> 00:20:40.023
Got it.

00:20:40.503 --> 00:20:41.263
But it's not clear.

00:20:43.663 --> 00:20:45.163
This is Angela's thing,

00:20:45.183 --> 00:20:45.763
but it's not concise.

00:20:45.784 --> 00:20:48.885
And I would even say on the chiropractic

00:20:48.925 --> 00:20:50.166
side, you know,

00:20:50.467 --> 00:20:51.968
I think it's well established.

00:20:51.988 --> 00:20:54.410
They are like the back pain people.

00:20:57.051 --> 00:20:59.573
But there are some that are trying to

00:20:59.593 --> 00:21:02.214
be what we would call primary care

00:21:02.255 --> 00:21:04.296
providers, primary for low bat, whatever.

00:21:04.656 --> 00:21:06.178
They don't really use that language,

00:21:06.218 --> 00:21:06.417
though.

00:21:06.998 --> 00:21:09.220
You know, they've positioned themselves.

00:21:09.519 --> 00:21:11.882
Our challenge is we are so diverse.

00:21:12.403 --> 00:21:15.565
Neuro, ortho, pediatric, geriatric,

00:21:15.605 --> 00:21:17.826
like all of these different subcategories

00:21:17.886 --> 00:21:18.487
and headings.

00:21:19.768 --> 00:21:24.251
We've just lost any kind of brand outside

00:21:24.392 --> 00:21:24.932
of, you know,

00:21:24.971 --> 00:21:27.734
whatever the consumer heard from someone's

00:21:27.894 --> 00:21:29.976
aunt or uncle.

00:21:29.996 --> 00:21:30.957
Let me share this.

00:21:31.136 --> 00:21:32.939
This was another one I wanted to mention.

00:21:33.859 --> 00:21:34.099
So...

00:21:35.182 --> 00:21:37.084
This has been floating through my Facebook

00:21:37.124 --> 00:21:37.443
feed.

00:21:37.763 --> 00:21:39.345
You know, APTA, new report,

00:21:39.384 --> 00:21:41.905
administrative burden, thirty percent,

00:21:42.846 --> 00:21:45.968
longer wait times for pre-certifications,

00:21:46.048 --> 00:21:48.229
authorizations, things like that.

00:21:50.150 --> 00:21:51.710
OK, so how do we take this?

00:21:51.730 --> 00:21:52.570
We're not going to change it.

00:21:53.570 --> 00:21:56.112
We can't control what the payer is doing.

00:21:56.913 --> 00:21:59.153
How do we turn something like this into

00:21:59.213 --> 00:22:02.974
an opportunity right now, like tomorrow?

00:22:04.886 --> 00:22:05.866
I know you know,

00:22:06.207 --> 00:22:09.828
what do we do for this?

00:22:09.848 --> 00:22:10.709
What would I do if I owned a

00:22:10.729 --> 00:22:10.868
clinic?

00:22:10.888 --> 00:22:11.148
Who am I?

00:22:12.388 --> 00:22:13.869
Yeah, you're a clinic owner.

00:22:14.390 --> 00:22:15.951
You see this report come out.

00:22:16.471 --> 00:22:17.971
You know that there are frustrated

00:22:18.030 --> 00:22:18.510
patients.

00:22:18.530 --> 00:22:20.112
You know there are frustrated providers.

00:22:20.132 --> 00:22:21.832
You also know there's long wait times to

00:22:21.872 --> 00:22:23.333
get into physical therapy in the first

00:22:23.373 --> 00:22:23.732
place.

00:22:23.992 --> 00:22:26.134
I would put up a digital LED sign

00:22:26.193 --> 00:22:28.094
outside my clinic with the estimated wait

00:22:28.134 --> 00:22:29.575
time to get an appointment in right now.

00:22:31.434 --> 00:22:32.955
Or number of slots tomorrow.

00:22:34.115 --> 00:22:36.217
Okay, so go ahead.

00:22:36.257 --> 00:22:37.997
It would be updated in real time.

00:22:38.096 --> 00:22:39.698
The person at the front desk would be

00:22:39.738 --> 00:22:41.657
able to change that sign on the highway.

00:22:42.138 --> 00:22:43.659
Or if you wanted to get real big

00:22:43.679 --> 00:22:45.519
and real fancy, digital billboards,

00:22:45.619 --> 00:22:46.920
I got a buddy I should bring on.

00:22:48.701 --> 00:22:51.000
What you would think is like in real

00:22:51.280 --> 00:22:52.602
IRL marketing is dead.

00:22:53.402 --> 00:22:54.142
Of course it's not.

00:22:54.262 --> 00:22:55.583
It's just a pendulum flow, right?

00:22:55.643 --> 00:22:58.045
Everything was by digital ads and now it's

00:22:58.065 --> 00:22:58.545
swinging back,

00:22:58.585 --> 00:23:00.925
but you could buy a digital ad campaign

00:23:00.945 --> 00:23:03.548
to cover several counties with that sort

00:23:03.567 --> 00:23:05.548
of messaging and update the copy,

00:23:05.628 --> 00:23:08.931
update the imagery in real time.

00:23:08.971 --> 00:23:12.352
So we have dropped insurance contracts

00:23:12.893 --> 00:23:17.575
when they moved to excessive burdensome

00:23:17.755 --> 00:23:18.915
authorization requirements.

00:23:20.914 --> 00:23:23.237
We're generally the only people in town

00:23:23.356 --> 00:23:25.218
who accept all Medicaid plans,

00:23:25.778 --> 00:23:28.381
but there was a Medicaid plan that

00:23:28.441 --> 00:23:31.663
required the primary care, the doctor,

00:23:31.702 --> 00:23:32.683
the medical doctor,

00:23:33.865 --> 00:23:36.507
to actually submit the authorization

00:23:36.547 --> 00:23:38.228
request for physical therapy.

00:23:38.448 --> 00:23:38.628
Well,

00:23:38.648 --> 00:23:40.109
there was no way they were doing that.

00:23:40.589 --> 00:23:41.530
So we're like, all right,

00:23:41.570 --> 00:23:42.490
we're just dropping it.

00:23:42.771 --> 00:23:44.272
We don't get paid enough anyway.

00:23:45.193 --> 00:23:46.595
But when I see something like that,

00:23:47.194 --> 00:23:48.056
I go back to...

00:23:49.048 --> 00:23:50.990
i can i can battle it i can

00:23:51.089 --> 00:23:53.112
advocate i can do all of these things

00:23:53.132 --> 00:23:55.113
write letters to my congress person try to

00:23:55.713 --> 00:23:57.674
i i don't understand when the legal system

00:23:57.734 --> 00:24:00.758
became what it is but i don't like

00:24:00.778 --> 00:24:04.221
what it is or i could just say

00:24:04.361 --> 00:24:07.344
hey if you're waiting on an authorization

00:24:07.423 --> 00:24:09.885
for two weeks i can get you in

00:24:09.925 --> 00:24:12.788
this afternoon you know here's the price

00:24:13.067 --> 00:24:15.691
to come to physical therapy today right

00:24:15.750 --> 00:24:16.070
now

00:24:17.318 --> 00:24:18.901
Or wait two weeks.

00:24:19.080 --> 00:24:20.061
If it's not a priority,

00:24:20.102 --> 00:24:21.022
if it's not a big deal,

00:24:21.182 --> 00:24:22.825
wait two weeks, wait five weeks,

00:24:23.045 --> 00:24:24.967
go and see the in-network provider,

00:24:25.047 --> 00:24:26.628
go and see the contracting provider,

00:24:26.689 --> 00:24:28.069
let the insurance company pay.

00:24:29.010 --> 00:24:30.712
You might have a copay, you know,

00:24:30.792 --> 00:24:31.933
pay fifty bucks there,

00:24:31.973 --> 00:24:33.516
pay one hundred and fifty bucks here,

00:24:34.237 --> 00:24:35.238
but I'll get you in today.

00:24:35.984 --> 00:24:36.244
I mean,

00:24:36.325 --> 00:24:38.766
this is just opening every one of these

00:24:38.806 --> 00:24:41.467
barriers is opening new opportunities for

00:24:41.547 --> 00:24:43.468
smaller specialty providers,

00:24:44.067 --> 00:24:45.409
niche clinics to say,

00:24:45.868 --> 00:24:47.509
we don't have to jump through all those

00:24:47.548 --> 00:24:47.888
hoops.

00:24:48.470 --> 00:24:49.549
Come see us right now.

00:24:50.029 --> 00:24:50.770
Come in an hour.

00:24:50.971 --> 00:24:51.330
I'm ready.

00:24:52.307 --> 00:24:54.887
Dom Draper would drool over an image like

00:24:54.907 --> 00:24:55.588
this because he go,

00:24:55.648 --> 00:24:57.028
what you're doing is you're showing me all

00:24:57.068 --> 00:24:58.890
the pain things that if I can alleviate

00:24:58.910 --> 00:24:59.431
them, I should.

00:24:59.510 --> 00:25:01.050
This should be each one of these things

00:25:01.531 --> 00:25:02.791
should be a campaign.

00:25:03.192 --> 00:25:04.833
Prior authorization requirements can

00:25:04.893 --> 00:25:06.453
negatively affect patient outcomes.

00:25:07.094 --> 00:25:08.154
Can you get around that?

00:25:08.634 --> 00:25:09.855
If the answer is yes,

00:25:10.196 --> 00:25:11.097
run a campaign around it.

00:25:11.298 --> 00:25:12.479
Wait times for prior,

00:25:12.519 --> 00:25:14.161
like anytime there's a pain,

00:25:14.580 --> 00:25:15.561
you should be living there.

00:25:15.622 --> 00:25:16.762
So Angela says,

00:25:16.883 --> 00:25:19.286
what about primary care for movement and

00:25:19.326 --> 00:25:19.645
pain?

00:25:19.965 --> 00:25:21.367
I think that's getting closer.

00:25:21.788 --> 00:25:23.190
I don't know if that's the got milk

00:25:24.230 --> 00:25:25.872
of physical therapy as primary care.

00:25:26.252 --> 00:25:27.773
So I asked my best friend, ChatGPT,

00:25:28.894 --> 00:25:31.356
And the fifth suggestion was close to

00:25:31.396 --> 00:25:34.118
this, which was, I'll do the first one.

00:25:34.398 --> 00:25:35.099
Move first.

00:25:35.740 --> 00:25:37.141
We've had campaigns like that before.

00:25:37.441 --> 00:25:39.742
The problem again is move is really

00:25:39.803 --> 00:25:40.784
ambiguous, right?

00:25:40.824 --> 00:25:42.085
It's super ambiguous.

00:25:42.125 --> 00:25:42.884
What does move mean?

00:25:42.924 --> 00:25:43.705
It's different for everybody.

00:25:44.105 --> 00:25:44.707
Start with PT.

00:25:46.144 --> 00:25:47.885
Not bad, but when, right?

00:25:47.905 --> 00:25:49.028
That sort of leaves me open for a

00:25:49.067 --> 00:25:49.347
question.

00:25:50.309 --> 00:25:52.271
Get PT first, move forward.

00:25:52.372 --> 00:25:54.055
APTA and other people have had campaigns

00:25:54.075 --> 00:25:54.635
like that before.

00:25:54.915 --> 00:25:55.997
Your first move.

00:25:56.538 --> 00:25:57.159
Sort of like it.

00:25:57.259 --> 00:25:57.960
It's cheeky.

00:25:58.200 --> 00:25:59.122
You'd have to build...

00:26:00.919 --> 00:26:02.961
campaigns with visuals and ideas around

00:26:03.040 --> 00:26:03.141
it.

00:26:03.661 --> 00:26:05.162
This is like Aaron Burr.

00:26:05.422 --> 00:26:06.903
Remember the Aaron Burr commercial?

00:26:06.963 --> 00:26:07.963
The guy was like calling in,

00:26:08.625 --> 00:26:09.766
couldn't get it out, no milk,

00:26:09.786 --> 00:26:11.126
he had the cookies in his mouth, right?

00:26:11.646 --> 00:26:13.989
It showed the pain, like your first move,

00:26:14.308 --> 00:26:16.431
you'd need to supplement that with-

00:26:17.224 --> 00:26:18.566
Real men of genius,

00:26:18.705 --> 00:26:20.428
the campaign from Bud Light, right?

00:26:20.748 --> 00:26:22.230
Real men of genius doesn't make any sense,

00:26:22.690 --> 00:26:24.471
but then you supplement it with something

00:26:24.531 --> 00:26:24.751
else.

00:26:25.472 --> 00:26:26.452
Think PT first,

00:26:26.492 --> 00:26:28.634
very similar with get PT first.

00:26:28.674 --> 00:26:30.356
And then the one that's similar to what

00:26:30.477 --> 00:26:31.238
Angela just said,

00:26:32.287 --> 00:26:35.769
is PT, first for pain, first for movement.

00:26:35.789 --> 00:26:37.691
I like that.

00:26:37.711 --> 00:26:38.351
I like that.

00:26:38.371 --> 00:26:39.531
If you would happen, Angela,

00:26:39.892 --> 00:26:42.513
your primary care for movement and pain,

00:26:43.075 --> 00:26:43.954
you can hear it now.

00:26:43.974 --> 00:26:46.277
When Angela's what about primary care for

00:26:46.336 --> 00:26:51.260
movement and pain is put next to PT,

00:26:51.621 --> 00:26:52.481
first for pain.

00:26:52.521 --> 00:26:53.422
I just butchered everything.

00:26:53.801 --> 00:26:55.284
PT, first for pain.

00:26:56.064 --> 00:26:56.903
first for movement.

00:26:57.265 --> 00:26:58.545
When they're put next to each other,

00:26:58.765 --> 00:27:01.086
they're very similar, but one is very,

00:27:01.125 --> 00:27:01.727
very different.

00:27:01.866 --> 00:27:04.587
One is a little more powerful.

00:27:04.607 --> 00:27:06.949
So I don't know.

00:27:06.989 --> 00:27:09.329
The names that come to mind for me

00:27:09.410 --> 00:27:10.990
is I think of urgent care.

00:27:11.310 --> 00:27:13.571
Like there's an urgent care center across

00:27:13.612 --> 00:27:14.031
the street.

00:27:15.038 --> 00:27:18.121
um urgent care to me conveys exactly what

00:27:18.181 --> 00:27:19.721
it is like i can go there right

00:27:19.741 --> 00:27:22.284
now it's not an emergency room i'm not

00:27:22.304 --> 00:27:24.905
going there for medical management i've

00:27:24.945 --> 00:27:27.749
got an acute injury i sprained my ankle

00:27:28.189 --> 00:27:29.210
i'm just going to run over to the

00:27:29.289 --> 00:27:33.593
urgent care a little clinic from kroger so

00:27:33.653 --> 00:27:35.894
the grocery chain kroger has little clinic

00:27:36.015 --> 00:27:39.337
inside we one of my boys is sick

00:27:39.478 --> 00:27:40.179
he was sick

00:27:41.128 --> 00:27:42.930
two days now we took him to little

00:27:42.970 --> 00:27:45.269
clinic just to get a quick strap like

00:27:45.470 --> 00:27:47.151
i know exactly what i need i know

00:27:47.211 --> 00:27:49.971
exactly what i'm doing we have a family

00:27:50.011 --> 00:27:52.471
doctor i'm not going to go to the

00:27:52.491 --> 00:27:54.313
family doctor i'm just going to go to

00:27:54.353 --> 00:27:57.253
the little clinic to get this quick thing

00:27:58.273 --> 00:28:01.355
i kind of go back to there is

00:28:01.414 --> 00:28:03.796
no single term that's going to address

00:28:04.394 --> 00:28:05.056
All of us.

00:28:05.375 --> 00:28:05.576
Right.

00:28:05.596 --> 00:28:06.876
Like movement.

00:28:07.217 --> 00:28:09.979
Movement is one aspect.

00:28:10.559 --> 00:28:11.339
I love movement.

00:28:11.440 --> 00:28:12.540
I love exercise.

00:28:12.922 --> 00:28:14.643
But then you got somebody like Dave who's

00:28:14.702 --> 00:28:16.703
more manual based, you know,

00:28:16.824 --> 00:28:19.747
and we we've got you got these neuro

00:28:19.767 --> 00:28:21.968
based therapists and we've got all of

00:28:22.008 --> 00:28:24.529
these different subcategories.

00:28:26.471 --> 00:28:27.813
But I think as soon as you put

00:28:27.833 --> 00:28:29.173
the word primary care.

00:28:30.324 --> 00:28:32.805
That is owned by the medical doctor

00:28:32.825 --> 00:28:33.505
community.

00:28:33.565 --> 00:28:36.145
That is not going to be an easy

00:28:36.986 --> 00:28:40.307
mountain for me to climb over to try

00:28:40.406 --> 00:28:42.847
and communicate to the general population.

00:28:43.228 --> 00:28:44.669
We are not medical doctors.

00:28:45.204 --> 00:28:46.566
Because you're going to need to have them.

00:28:46.826 --> 00:28:49.607
It needs to be an unlearn campaign,

00:28:49.708 --> 00:28:52.450
then a relearn campaign.

00:28:52.470 --> 00:28:53.671
I'm not saying it can't be done.

00:28:54.151 --> 00:28:55.551
I'm only thinking of one or two

00:28:55.592 --> 00:28:56.672
organizations that have done it.

00:28:56.952 --> 00:28:59.193
The first is Sunday used to belong to

00:28:59.213 --> 00:29:00.115
the Catholic Church.

00:29:00.535 --> 00:29:01.935
Now the NFL on Sunday.

00:29:03.167 --> 00:29:04.189
That's a culture shift.

00:29:04.589 --> 00:29:06.070
I can't think of another that's done it,

00:29:06.131 --> 00:29:06.411
right?

00:29:06.491 --> 00:29:08.753
Like this is simple, but not easy.

00:29:08.814 --> 00:29:09.714
So that's the reason.

00:29:09.775 --> 00:29:10.635
So I don't know, man.

00:29:10.736 --> 00:29:12.057
I mean, we're doing this live here,

00:29:12.076 --> 00:29:13.759
but PT, first for pain,

00:29:13.798 --> 00:29:14.579
first for movement,

00:29:15.020 --> 00:29:18.003
sounds like the idea that you could build

00:29:18.044 --> 00:29:19.144
a campaign around.

00:29:19.525 --> 00:29:21.027
Now that obviously-

00:29:22.882 --> 00:29:24.703
Does not fit every physical therapist

00:29:24.763 --> 00:29:25.443
though, right?

00:29:25.503 --> 00:29:27.065
Not every physical therapist is there for

00:29:27.105 --> 00:29:27.506
pain.

00:29:27.865 --> 00:29:29.067
Some are for performance.

00:29:29.446 --> 00:29:31.509
Some are for cardiovascular improvement.

00:29:31.548 --> 00:29:32.548
Some are there, you know,

00:29:32.930 --> 00:29:34.590
neuro issues where there's no pain.

00:29:34.951 --> 00:29:35.731
So again,

00:29:36.231 --> 00:29:38.554
this is where APTA sections and academies,

00:29:38.574 --> 00:29:39.634
in my opinion, have strength.

00:29:40.095 --> 00:29:41.336
Could there be an overarching?

00:29:41.375 --> 00:29:44.097
That's what happens when you need to get

00:29:44.117 --> 00:29:45.598
a campaign that encapsulates something

00:29:45.618 --> 00:29:46.079
like PT.

00:29:46.319 --> 00:29:47.361
It has to be watered down.

00:29:48.000 --> 00:29:48.901
Because there's going to be someone who

00:29:48.921 --> 00:29:49.821
goes, well, that doesn't fit me.

00:29:49.862 --> 00:29:50.701
Look, that doesn't fit me.

00:29:51.042 --> 00:29:52.803
Pediatrics, first for pain.

00:29:53.483 --> 00:29:54.683
No, it's different.

00:29:54.743 --> 00:29:59.767
It's similar, not the same.

00:29:59.807 --> 00:29:59.886
Yeah.

00:29:59.906 --> 00:30:01.988
Let's hit a new topic.

00:30:02.067 --> 00:30:04.209
Any other thoughts on your end about a

00:30:04.608 --> 00:30:05.750
topic you want to discuss?

00:30:08.030 --> 00:30:08.191
Uh,

00:30:08.211 --> 00:30:09.652
we can build E and M codes as

00:30:09.692 --> 00:30:10.673
PCP and we can't build.

00:30:10.712 --> 00:30:11.012
Yeah.

00:30:11.053 --> 00:30:12.374
Can't build E and M codes like PCPs

00:30:12.815 --> 00:30:13.535
around this topic.

00:30:13.674 --> 00:30:16.718
I would say, uh, we can bridge.

00:30:16.798 --> 00:30:17.978
If you want to find that video that

00:30:17.999 --> 00:30:19.940
you tagged me in about the woman falling,

00:30:20.180 --> 00:30:21.361
I was looking for that a second ago.

00:30:21.381 --> 00:30:22.142
The ad.

00:30:22.221 --> 00:30:22.321
Yeah.

00:30:22.342 --> 00:30:22.422
Yeah.

00:30:22.442 --> 00:30:22.781
The ad.

00:30:23.082 --> 00:30:25.663
So here's the bridge between what Tony's

00:30:25.703 --> 00:30:26.484
about to, uh,

00:30:26.505 --> 00:30:29.406
to bring up and this topic.

00:30:30.413 --> 00:30:31.232
If you wait,

00:30:31.894 --> 00:30:33.535
and this is not a knock on APTA

00:30:33.755 --> 00:30:34.494
or any of the components,

00:30:34.615 --> 00:30:35.996
but if you wait for them,

00:30:36.056 --> 00:30:37.056
whoever them is,

00:30:37.355 --> 00:30:41.317
the bigger dog to do it and to

00:30:41.357 --> 00:30:42.999
do it how you want it done and

00:30:43.038 --> 00:30:44.579
to do it where it's impactful to you,

00:30:44.839 --> 00:30:45.640
you'd be waiting too long.

00:30:46.121 --> 00:30:48.761
Like there's no savior coming.

00:30:48.781 --> 00:30:50.041
Did I ever tell the boat story?

00:30:50.102 --> 00:30:50.942
I told the boat story.

00:30:53.537 --> 00:30:54.037
I was,

00:30:54.076 --> 00:30:56.137
I was doing my prerequisites in at coastal

00:30:56.178 --> 00:30:58.198
Carolina university to go to PT school.

00:30:58.678 --> 00:30:59.397
Cause why not?

00:30:59.557 --> 00:31:00.598
I was, I mean, why not?

00:31:00.719 --> 00:31:02.239
Like go do it in a beach town,

00:31:02.298 --> 00:31:03.818
live with your dad for rent for free.

00:31:04.358 --> 00:31:05.299
And I was, I was like,

00:31:05.339 --> 00:31:06.039
but I don't sit still.

00:31:06.079 --> 00:31:07.220
Well, I don't know that shocks you.

00:31:07.539 --> 00:31:07.880
So I was like,

00:31:07.940 --> 00:31:10.320
I'll be an ocean lifeguard and make eight

00:31:10.361 --> 00:31:12.161
dollars an hour to get paid to sit

00:31:12.181 --> 00:31:12.980
on the beach though.

00:31:13.421 --> 00:31:14.060
So I'm doing that.

00:31:14.161 --> 00:31:14.682
And they're, you know,

00:31:14.721 --> 00:31:16.001
putting us through like training,

00:31:16.021 --> 00:31:16.541
you know, it's, it,

00:31:17.122 --> 00:31:18.262
Listen, if there's someone drowning,

00:31:18.303 --> 00:31:19.223
swim as fast as you can,

00:31:19.243 --> 00:31:19.884
as hard as you can.

00:31:19.904 --> 00:31:21.046
Give them the buoy and drag them in.

00:31:21.346 --> 00:31:23.327
But we were training on boats all day,

00:31:23.468 --> 00:31:24.127
jet skis.

00:31:24.147 --> 00:31:24.888
It was awesome.

00:31:25.549 --> 00:31:26.210
And then the next,

00:31:26.230 --> 00:31:27.351
so we're doing jet skis,

00:31:27.371 --> 00:31:28.732
and they're flinging us around on jet

00:31:28.752 --> 00:31:29.093
skis,

00:31:29.113 --> 00:31:30.354
and we're jumping off boats like we're

00:31:30.413 --> 00:31:30.834
Baywatch,

00:31:30.894 --> 00:31:31.894
and they taught us how to run in

00:31:31.934 --> 00:31:32.395
slow motion.

00:31:32.895 --> 00:31:34.438
And then the next day, we come there,

00:31:34.837 --> 00:31:35.298
and the guy,

00:31:35.699 --> 00:31:37.019
and I won't do it because I can't

00:31:37.059 --> 00:31:38.240
do a South Carolina accent,

00:31:38.480 --> 00:31:39.442
but the instructor was like,

00:31:39.481 --> 00:31:40.803
you see that buoy out there?

00:31:41.755 --> 00:31:44.376
thousand yards out and we're like yeah

00:31:44.416 --> 00:31:46.958
kinda and he's like your job today is

00:31:47.057 --> 00:31:48.618
your training today is go touch the buoy

00:31:48.638 --> 00:31:51.520
and come back and one of the kids

00:31:51.621 --> 00:31:53.061
who was all hopped up on boats and

00:31:53.102 --> 00:31:55.563
jet skis was like where he's looking up

00:31:55.583 --> 00:31:57.344
and down the shore where's the boat and

00:31:57.364 --> 00:31:59.765
the guy just like takes his like baywatch

00:31:59.805 --> 00:32:01.747
sunglasses down and just goes you're the

00:32:01.787 --> 00:32:04.468
boat get swimming so that's my lesson

00:32:04.488 --> 00:32:05.409
which no one's coming

00:32:06.088 --> 00:32:06.888
There's no boat.

00:32:07.029 --> 00:32:08.470
There's no rescue, right?

00:32:08.710 --> 00:32:10.570
So if you want this message differently,

00:32:10.612 --> 00:32:12.532
if you're not happy with this and you're

00:32:12.553 --> 00:32:13.012
like, well,

00:32:13.032 --> 00:32:14.394
I'm going to bitch about it on Facebook.

00:32:14.794 --> 00:32:16.013
I'm going to podcast about it.

00:32:16.255 --> 00:32:17.095
It's not going to change.

00:32:17.474 --> 00:32:18.415
You need to listen to that,

00:32:18.655 --> 00:32:19.957
but then you need to do something about

00:32:19.997 --> 00:32:20.057
it.

00:32:20.176 --> 00:32:20.356
All right.

00:32:20.576 --> 00:32:22.758
So this is someone owning their message.

00:32:23.499 --> 00:32:23.759
All right.

00:32:23.818 --> 00:32:27.121
Go ahead and share the video.

00:32:27.141 --> 00:32:27.961
Like share it.

00:32:27.980 --> 00:32:29.402
I'm going to turn on the audio.

00:32:30.582 --> 00:32:32.943
And then just a random, you know,

00:32:34.531 --> 00:32:36.634
roller massage thing for your back.

00:32:36.673 --> 00:32:41.638
You've got the like soothing background

00:32:41.699 --> 00:32:43.601
music, kind of elevator music.

00:32:43.641 --> 00:32:44.801
You've got the mom,

00:32:44.862 --> 00:32:46.163
the child on the floor.

00:32:46.722 --> 00:32:48.986
She's bending over, coming up in pain,

00:32:49.266 --> 00:32:49.846
grimace.

00:32:50.446 --> 00:32:53.730
She falls back onto this massaging device

00:32:54.530 --> 00:32:55.971
and she's just instant relief.

00:32:57.825 --> 00:33:00.886
Like I look at this as an ad

00:33:01.047 --> 00:33:03.307
and they do this for multiple things.

00:33:03.367 --> 00:33:04.769
It's not just the mom.

00:33:04.808 --> 00:33:06.890
They do this for a truck driver who's

00:33:06.930 --> 00:33:08.270
getting out of his truck.

00:33:08.310 --> 00:33:10.092
They do it for a golfer who's swinging

00:33:10.152 --> 00:33:10.872
a golf club.

00:33:11.653 --> 00:33:11.972
I'm like,

00:33:12.232 --> 00:33:15.015
I still don't see physical therapy ads

00:33:15.494 --> 00:33:16.414
that look like this,

00:33:16.474 --> 00:33:18.916
that clearly convey a message.

00:33:18.977 --> 00:33:20.478
It's your back hurts.

00:33:21.117 --> 00:33:22.798
We have the solution for that hurt.

00:33:23.378 --> 00:33:24.920
And it's as simple as laying down,

00:33:25.440 --> 00:33:26.441
you know, like that's it.

00:33:28.338 --> 00:33:30.441
They never even said, does your back hurt?

00:33:30.520 --> 00:33:32.102
They said it with her face.

00:33:32.622 --> 00:33:33.442
That's where the power,

00:33:33.462 --> 00:33:34.723
that's the inception moment.

00:33:34.763 --> 00:33:34.963
Look,

00:33:35.003 --> 00:33:36.605
she stood up from playing with the kid

00:33:36.965 --> 00:33:38.205
in one point five seconds,

00:33:38.547 --> 00:33:40.087
had that look on her face that we've

00:33:40.127 --> 00:33:40.587
all had.

00:33:40.949 --> 00:33:42.869
She held her back like we've all done.

00:33:43.369 --> 00:33:45.051
And then she fell into this roller.

00:33:45.731 --> 00:33:46.031
Tony,

00:33:46.092 --> 00:33:49.894
how many how many rollers are included on

00:33:49.934 --> 00:33:50.476
that device?

00:33:53.191 --> 00:33:54.932
How many amps of power?

00:33:55.092 --> 00:33:56.993
How many patents go into it?

00:33:57.074 --> 00:33:58.734
How many whatever?

00:33:59.095 --> 00:34:00.855
How many levels of the spine does it

00:34:00.895 --> 00:34:01.217
touch?

00:34:01.636 --> 00:34:02.478
They don't mention any of that.

00:34:02.498 --> 00:34:03.097
You want to know why?

00:34:03.377 --> 00:34:04.298
No one freaking cares.

00:34:04.578 --> 00:34:05.199
They care.

00:34:05.740 --> 00:34:07.520
Am I going to feel that look on

00:34:07.560 --> 00:34:11.184
her face without this device and look at

00:34:11.224 --> 00:34:11.983
her in the end?

00:34:12.385 --> 00:34:13.324
They don't need to say,

00:34:13.585 --> 00:34:14.985
I went to school for thirty seven years

00:34:15.025 --> 00:34:16.306
to be an engineer before I designed this

00:34:16.327 --> 00:34:16.708
device.

00:34:16.967 --> 00:34:18.088
They said a lot.

00:34:18.849 --> 00:34:20.028
without saying anything.

00:34:20.068 --> 00:34:21.588
And they only said the important thing.

00:34:21.809 --> 00:34:23.289
And the things that they said were about

00:34:23.349 --> 00:34:25.909
the woman in the ad and the woman

00:34:25.929 --> 00:34:28.010
in the ad is that's me.

00:34:28.170 --> 00:34:29.331
It's a personification.

00:34:29.690 --> 00:34:30.190
I see that.

00:34:30.530 --> 00:34:31.851
And then they did a different ad for

00:34:31.911 --> 00:34:32.271
truck drive.

00:34:32.371 --> 00:34:32.931
Oh, look at that.

00:34:33.251 --> 00:34:35.831
They didn't try to make one ad appeal

00:34:35.851 --> 00:34:37.492
to everybody because that doesn't freaking

00:34:37.532 --> 00:34:37.891
work.

00:34:38.331 --> 00:34:40.373
So she is the audience,

00:34:40.532 --> 00:34:42.012
this part of the audience and the truck

00:34:42.052 --> 00:34:43.132
driver is the part of the audience.

00:34:43.652 --> 00:34:45.173
Tony, if you're not a truck driver,

00:34:45.313 --> 00:34:47.153
let's say you're, um,

00:34:48.313 --> 00:34:50.775
A guy who, a construction worker, right?

00:34:51.177 --> 00:34:52.378
You don't drive trucks all day.

00:34:52.637 --> 00:34:53.858
You can sort of see yourself in the

00:34:53.898 --> 00:34:55.541
truck driver though, right?

00:34:55.740 --> 00:34:57.262
That's close enough where you understand

00:34:57.282 --> 00:34:58.043
the association.

00:34:58.322 --> 00:34:59.643
Maybe you're not a stay-at-home mom,

00:35:00.224 --> 00:35:01.885
but you have kids.

00:35:01.925 --> 00:35:03.367
You can see yourself in that audience.

00:35:03.547 --> 00:35:04.929
That's the important message.

00:35:04.969 --> 00:35:05.670
What are you sharing now?

00:35:06.710 --> 00:35:09.050
So this is another clip.

00:35:09.070 --> 00:35:11.032
I'm going to let it play the audio.

00:35:11.132 --> 00:35:13.952
Let me get over there and hit unmute.

00:35:14.012 --> 00:35:15.534
This is Neil Patel.

00:35:15.614 --> 00:35:16.353
First, if you're a creator,

00:35:16.414 --> 00:35:17.315
become known for something specific.

00:35:17.355 --> 00:35:18.675
Pick a niche and become the undisputed

00:35:18.735 --> 00:35:19.476
expert in that space.

00:35:19.655 --> 00:35:20.416
Second, if you're a brand,

00:35:20.536 --> 00:35:21.335
stop chasing follower counts.

00:35:21.436 --> 00:35:22.356
Partner with people who have real

00:35:22.376 --> 00:35:23.177
authority in your industry.

00:35:23.297 --> 00:35:24.518
Third, explore co-branded products.

00:35:24.597 --> 00:35:25.557
The future isn't just endorsements.

00:35:25.637 --> 00:35:26.659
It's customized products built in

00:35:26.679 --> 00:35:27.438
partnerships with experts.

00:35:27.619 --> 00:35:28.679
Expert-driven personal brands will

00:35:28.699 --> 00:35:29.280
dominate in the future.

00:35:32.360 --> 00:35:33.581
Try number six, virtual influence.

00:35:33.943 --> 00:35:36.826
So taking a page out of Jimmy's book,

00:35:38.827 --> 00:35:40.730
I can say things a million times.

00:35:40.849 --> 00:35:41.590
Nobody cares.

00:35:42.311 --> 00:35:44.253
Maybe if Neil Patel says it,

00:35:44.574 --> 00:35:45.454
people will listen.

00:35:46.195 --> 00:35:48.918
He just iterated exactly what we've been

00:35:48.938 --> 00:35:50.800
saying for over a year now.

00:35:51.681 --> 00:35:54.485
There was influencer marketing,

00:35:54.525 --> 00:35:56.427
then there were virtual influencers,

00:35:56.568 --> 00:35:58.190
AI generated influencers.

00:35:58.751 --> 00:35:59.731
He's saying, look,

00:35:59.791 --> 00:36:00.893
people are sick of that.

00:36:01.074 --> 00:36:03.317
Nobody wants to see some twenty year old,

00:36:03.396 --> 00:36:04.759
you know, drinking a latte.

00:36:05.420 --> 00:36:07.702
They want to hear from experts.

00:36:08.063 --> 00:36:08.784
That's us.

00:36:09.465 --> 00:36:12.969
licensed, insured, credentialed.

00:36:13.429 --> 00:36:15.351
They want experts to give them the

00:36:15.411 --> 00:36:17.432
information that solves their problem.

00:36:18.032 --> 00:36:20.155
You can do that on social media.

00:36:20.195 --> 00:36:21.496
You can connect products to it.

00:36:21.516 --> 00:36:22.697
You can make money that way.

00:36:23.478 --> 00:36:26.800
Or you can directly collaborate with the

00:36:26.840 --> 00:36:27.800
product company.

00:36:28.282 --> 00:36:31.003
Come together to create the product that

00:36:31.043 --> 00:36:33.045
the consumer needs to solve the problem.

00:36:33.632 --> 00:36:35.855
And so this is where like Joseph Lowe,

00:36:35.914 --> 00:36:37.096
Pure PT Supply,

00:36:37.235 --> 00:36:39.117
he and I came together on a pulley

00:36:39.157 --> 00:36:40.757
system because I had been doing pulley

00:36:40.797 --> 00:36:41.539
stuff forever.

00:36:42.318 --> 00:36:45.021
Now I have approved by a physical

00:36:45.061 --> 00:36:47.282
therapist or whatever it says on the box.

00:36:47.762 --> 00:36:49.143
My image is on the box.

00:36:49.224 --> 00:36:50.764
We have a collaboration in place.

00:36:50.804 --> 00:36:53.266
This pulley is on Amazon right now.

00:36:54.472 --> 00:36:57.213
I got an inbound message from a company,

00:36:57.673 --> 00:36:59.914
two developers out of China,

00:36:59.954 --> 00:37:01.333
but they weren't Chinese.

00:37:01.853 --> 00:37:03.594
They want to create a new lift chair.

00:37:04.414 --> 00:37:05.635
I became the lift chair guy.

00:37:06.315 --> 00:37:08.195
I didn't take a course to become the

00:37:08.255 --> 00:37:09.275
lift chair guy.

00:37:09.416 --> 00:37:11.576
I didn't get an APTA certification to

00:37:11.615 --> 00:37:12.775
become the lift chair guy.

00:37:13.356 --> 00:37:15.237
I said, oh, these are cool products.

00:37:15.356 --> 00:37:16.197
I'm going to check them out.

00:37:16.336 --> 00:37:16.757
I used them.

00:37:16.836 --> 00:37:17.356
I liked them.

00:37:17.456 --> 00:37:18.657
I started creating content.

00:37:18.757 --> 00:37:19.458
All of a sudden,

00:37:19.998 --> 00:37:20.878
I'm the lift chair guy.

00:37:21.643 --> 00:37:24.085
These two developers came to me and said,

00:37:24.125 --> 00:37:24.324
hey,

00:37:24.385 --> 00:37:26.005
we want to put a new lift chair

00:37:26.045 --> 00:37:26.605
on the market.

00:37:26.704 --> 00:37:27.985
We want to hire you.

00:37:28.726 --> 00:37:30.385
We want you to be our consultant.

00:37:30.666 --> 00:37:32.086
And we want you to be the face

00:37:32.246 --> 00:37:33.126
of the lift chair.

00:37:34.086 --> 00:37:34.266
Now,

00:37:34.407 --> 00:37:36.728
I said no to that deal just because

00:37:37.168 --> 00:37:37.987
they were in China.

00:37:38.068 --> 00:37:38.809
I'm in the US.

00:37:38.849 --> 00:37:40.608
They had nondisclosure agreements.

00:37:40.688 --> 00:37:43.130
It pushed me way beyond my comfort zone

00:37:43.510 --> 00:37:44.969
from a legal perspective.

00:37:45.530 --> 00:37:46.891
But it was an amazing offer.

00:37:46.931 --> 00:37:48.451
They were offering great money.

00:37:48.490 --> 00:37:50.731
They were offering me great support.

00:37:51.434 --> 00:37:53.496
I just I have more to lose than

00:37:53.556 --> 00:37:55.056
I have to gain at this stage in

00:37:55.097 --> 00:37:55.456
my life.

00:37:55.496 --> 00:37:56.137
So I said, no,

00:37:56.257 --> 00:37:57.478
I'm not the right guy for you.

00:37:57.938 --> 00:37:59.800
Go find another therapist.

00:37:59.860 --> 00:38:00.539
But, you know,

00:38:00.619 --> 00:38:02.862
Neil Patel is saying SEO is not dead.

00:38:02.922 --> 00:38:03.842
It's just changing.

00:38:04.503 --> 00:38:06.583
People are looking for experts and

00:38:06.644 --> 00:38:07.405
expertise.

00:38:07.445 --> 00:38:09.166
They want to consume that information.

00:38:09.226 --> 00:38:10.686
It's better to have fifty thousand

00:38:10.726 --> 00:38:13.628
followers who value your opinion instead

00:38:13.668 --> 00:38:16.050
of fifty million followers who are just

00:38:16.070 --> 00:38:17.172
looking for entertainment.

00:38:17.492 --> 00:38:18.713
What are you doing about that?

00:38:19.246 --> 00:38:21.527
Yeah, I was just thinking, number one,

00:38:21.628 --> 00:38:23.108
it was good for those engineers to

00:38:23.230 --> 00:38:25.711
understand what they were good at and

00:38:25.791 --> 00:38:28.994
where their expertise stopped,

00:38:29.355 --> 00:38:31.717
where their domain of expertise stopped.

00:38:32.117 --> 00:38:34.179
Tony's not in there with the little things

00:38:34.199 --> 00:38:35.559
that soldering iron.

00:38:36.822 --> 00:38:38.182
He's not doing that to design a lift

00:38:38.202 --> 00:38:38.382
chair,

00:38:38.882 --> 00:38:40.405
even if you were the lift chair expert

00:38:40.425 --> 00:38:41.125
in the United States.

00:38:41.865 --> 00:38:43.146
you're not the engineering lift.

00:38:43.306 --> 00:38:44.427
Now pairing would be good,

00:38:44.806 --> 00:38:46.327
but they understand Tony knows how to

00:38:46.347 --> 00:38:48.907
like, number one, you've got authority.

00:38:49.068 --> 00:38:51.028
You can say I'm a physical therapist.

00:38:51.068 --> 00:38:52.929
Like that means something, right?

00:38:52.949 --> 00:38:54.550
You don't have to, but that does help.

00:38:54.610 --> 00:38:55.471
That's like, you know,

00:38:55.530 --> 00:38:57.731
it's like having the soldiers with all

00:38:57.751 --> 00:38:58.911
their patches and what each of those

00:38:58.952 --> 00:38:59.411
things means.

00:38:59.472 --> 00:39:01.431
It has authority, but then you're also,

00:39:01.492 --> 00:39:02.193
you're,

00:39:02.213 --> 00:39:04.052
but you couldn't take the average PT and

00:39:04.072 --> 00:39:05.134
have them do what Tony does,

00:39:05.173 --> 00:39:06.974
which is now I'm going to convey a

00:39:07.014 --> 00:39:08.994
message clearly and,

00:39:09.235 --> 00:39:11.815
concisely to get people to,

00:39:12.016 --> 00:39:13.155
and I'm going to use these two phrases

00:39:13.175 --> 00:39:15.436
again, which I've done before.

00:39:15.476 --> 00:39:18.538
Picture them in your mind, pay attention,

00:39:19.157 --> 00:39:20.679
spend time.

00:39:21.099 --> 00:39:22.940
Look at those two phrases, pay attention,

00:39:22.980 --> 00:39:23.480
spend time.

00:39:23.519 --> 00:39:25.239
What do you, what do the engineers want?

00:39:25.420 --> 00:39:26.840
They want your attention and they want

00:39:26.860 --> 00:39:27.360
your time.

00:39:27.681 --> 00:39:28.742
What do they have to do to get

00:39:28.782 --> 00:39:28.902
it?

00:39:29.121 --> 00:39:30.041
Pay and spend,

00:39:30.422 --> 00:39:32.782
not necessarily always dollars, right?

00:39:32.822 --> 00:39:33.382
But effort.

00:39:33.402 --> 00:39:34.043
If Tony makes

00:39:39.164 --> 00:39:39.684
in someone's time.

00:39:39.704 --> 00:39:40.846
Maybe there needs to be a third phrase,

00:39:40.865 --> 00:39:43.586
like invest, pay attention, spend time,

00:39:44.126 --> 00:39:45.766
invest in relationships.

00:39:45.806 --> 00:39:46.768
I don't know, like something,

00:39:47.047 --> 00:39:48.887
but they recognize what they were good at.

00:39:49.327 --> 00:39:50.548
They got this great lift chair.

00:39:51.309 --> 00:39:52.628
How do we get people to want it?

00:39:53.329 --> 00:39:55.030
Is the world, is the internet,

00:39:55.250 --> 00:39:56.110
is this thing busy?

00:39:56.570 --> 00:39:58.030
Is this noisy when I look at these

00:39:58.070 --> 00:39:58.231
things?

00:39:58.331 --> 00:39:58.771
Yes.

00:39:59.251 --> 00:40:00.311
You have to cut through that.

00:40:00.592 --> 00:40:01.431
That's a skill.

00:40:01.672 --> 00:40:02.793
That is communication.

00:40:02.873 --> 00:40:03.233
One-on-one.

00:40:05.393 --> 00:40:06.514
Oh, I want to say happy birthday.

00:40:06.554 --> 00:40:07.235
Got a text message.

00:40:07.255 --> 00:40:08.456
This is where the world is weird.

00:40:08.836 --> 00:40:11.018
Amy McDevitt from AOMT.

00:40:11.418 --> 00:40:13.300
She's just like, hey, on social media,

00:40:13.501 --> 00:40:14.282
we're birthday buddies.

00:40:14.583 --> 00:40:15.643
So her birthday was yesterday.

00:40:16.143 --> 00:40:18.806
Amy, we're doing birthday shout outs,

00:40:18.847 --> 00:40:20.228
Tony.

00:40:20.248 --> 00:40:21.409
We're a regular morning show.

00:40:22.213 --> 00:40:25.735
the the other person in that field gary

00:40:25.755 --> 00:40:28.838
vaynerchuk gary v he was out yesterday

00:40:28.878 --> 00:40:32.541
saying again if you have even a modest

00:40:32.661 --> 00:40:34.643
audience you know ten thousand was the

00:40:34.682 --> 00:40:36.625
number he used we're talking to somebody

00:40:36.644 --> 00:40:38.545
who's got tens of millions but he said

00:40:38.565 --> 00:40:40.027
look even if you have ten thousand

00:40:40.668 --> 00:40:44.451
followers subscribers you you literally

00:40:44.490 --> 00:40:47.193
could be making a million dollars in the

00:40:47.233 --> 00:40:49.034
bank account by next year

00:40:50.048 --> 00:40:52.670
If you just go to now his big

00:40:52.690 --> 00:40:55.530
push lately has been live social selling.

00:40:56.050 --> 00:40:57.972
Go on TikTok, go on,

00:40:58.211 --> 00:41:00.192
I think his platforms, whatnot.

00:41:00.632 --> 00:41:01.472
I've never used it.

00:41:02.512 --> 00:41:04.614
You had an experience buying something on

00:41:04.653 --> 00:41:06.014
a new platform that I had never seen

00:41:06.054 --> 00:41:06.333
before.

00:41:06.353 --> 00:41:07.494
We can discuss that.

00:41:07.534 --> 00:41:08.855
Yep.

00:41:08.875 --> 00:41:12.315
But the idea here is our credential,

00:41:12.635 --> 00:41:12.876
right?

00:41:13.197 --> 00:41:15.396
For me, the two letters for you,

00:41:15.456 --> 00:41:17.177
the three letters after your name,

00:41:18.137 --> 00:41:19.719
It has different value in different

00:41:19.739 --> 00:41:21.860
settings and for different purposes.

00:41:21.880 --> 00:41:22.822
Back to the example,

00:41:23.181 --> 00:41:24.422
I can get a glass of water from

00:41:24.463 --> 00:41:25.943
the kitchen sink for pennies.

00:41:26.445 --> 00:41:28.565
I can buy a bottle of water from

00:41:28.606 --> 00:41:30.447
the grocery store for a quarter.

00:41:30.907 --> 00:41:32.869
I can go to the Reds game and

00:41:32.909 --> 00:41:35.891
it's six dollars for a bottle of plastic

00:41:35.931 --> 00:41:36.313
water.

00:41:37.773 --> 00:41:41.376
My credential today worth exceptionally

00:41:41.436 --> 00:41:41.717
more.

00:41:42.644 --> 00:41:44.786
promoting, sharing information,

00:41:44.905 --> 00:41:46.126
sharing my experience,

00:41:46.166 --> 00:41:47.987
helping individuals that are never going

00:41:48.007 --> 00:41:50.789
to be a patient of mine connect with

00:41:50.849 --> 00:41:52.510
the solution to the problem they have,

00:41:52.530 --> 00:41:54.271
whether it be a product or a service,

00:41:54.751 --> 00:41:57.614
that is where the highest value of my

00:41:57.653 --> 00:41:59.655
credential is and my experience.

00:41:59.715 --> 00:42:01.797
It is not what I'm going to go

00:42:01.836 --> 00:42:04.018
do in an hour and treat patients

00:42:04.038 --> 00:42:04.838
one-on-one.

00:42:04.878 --> 00:42:06.719
That is not the highest value that I

00:42:06.739 --> 00:42:07.159
could deliver.

00:42:07.659 --> 00:42:09.561
Angela, again, chiming in,

00:42:09.820 --> 00:42:11.081
talking about what we were a second ago.

00:42:11.141 --> 00:42:12.420
She says, AEO,

00:42:12.621 --> 00:42:15.121
answer engine optimization versus SEO.

00:42:15.842 --> 00:42:16.603
She's close.

00:42:16.702 --> 00:42:19.742
The industry term now is SEO, right?

00:42:19.782 --> 00:42:20.983
Search engine optimization.

00:42:21.284 --> 00:42:22.364
Tony was just talking about that.

00:42:23.023 --> 00:42:24.764
I was looking at something on LinkedIn.

00:42:25.065 --> 00:42:27.365
Somebody sent me a job description,

00:42:27.706 --> 00:42:28.186
and it said,

00:42:29.318 --> 00:42:30.518
It said SGO.

00:42:30.539 --> 00:42:31.721
Do you know what SGO?

00:42:31.820 --> 00:42:32.842
It should be GSO,

00:42:32.862 --> 00:42:34.344
but it was SGO because they wanted to

00:42:34.364 --> 00:42:35.105
be like SEO.

00:42:35.525 --> 00:42:37.286
Generative search optimization.

00:42:37.347 --> 00:42:37.967
Essentially,

00:42:38.309 --> 00:42:40.451
can you create an article that when it's

00:42:41.847 --> 00:42:44.369
or when it's ingested by artificial

00:42:44.409 --> 00:42:46.612
intelligence, now you're in the running.

00:42:46.871 --> 00:42:50.976
And again, in the running is binary.

00:42:50.996 --> 00:42:52.878
There are no silver medals a lot of

00:42:52.918 --> 00:42:54.398
times now going forward.

00:42:54.518 --> 00:42:55.179
There's no bronze.

00:42:55.199 --> 00:42:55.860
There's no pewter.

00:42:56.061 --> 00:42:57.141
There's no fifteenth place.

00:42:57.822 --> 00:42:58.882
It used to be if you were on

00:42:58.922 --> 00:43:00.123
page two of Google, you were...

00:43:01.007 --> 00:43:02.268
Invisible almost, right?

00:43:02.288 --> 00:43:03.590
If I'm looking for an answer, right?

00:43:03.630 --> 00:43:04.951
Drive-in movie theaters near me.

00:43:06.652 --> 00:43:07.853
You might as well be the fifty-eighth

00:43:07.873 --> 00:43:08.114
page.

00:43:08.594 --> 00:43:09.956
But now with generative search,

00:43:09.996 --> 00:43:12.739
if I'm asking a specific question,

00:43:13.378 --> 00:43:14.360
AI is going to give me a specific

00:43:14.501 --> 00:43:14.780
answer.

00:43:15.101 --> 00:43:16.623
Can you optimize for that?

00:43:16.902 --> 00:43:17.182
Yes.

00:43:17.402 --> 00:43:18.443
Can you rig it?

00:43:19.105 --> 00:43:20.425
I'm going to say no or it's going

00:43:20.445 --> 00:43:21.065
to be incredibly hard.

00:43:21.226 --> 00:43:22.686
Can you optimize for it?

00:43:24.248 --> 00:43:25.869
Experts are now selling this anyway.

00:43:25.889 --> 00:43:26.789
It was the first time I heard the

00:43:26.809 --> 00:43:27.789
term was this week.

00:43:28.110 --> 00:43:29.831
I'm guessing you must be able to optimize

00:43:29.871 --> 00:43:30.630
for it because otherwise,

00:43:30.670 --> 00:43:33.391
how does the first term get selected?

00:43:33.411 --> 00:43:34.833
And that's the answer versus the

00:43:34.873 --> 00:43:35.373
fifteenth.

00:43:37.054 --> 00:43:38.795
Yeah, AI is taking over SEO.

00:43:40.858 --> 00:43:42.400
yes we're talking about it's not

00:43:42.420 --> 00:43:44.460
necessarily dead but yes this is go i

00:43:44.481 --> 00:43:47.862
mean i would love to see a longitudinal

00:43:47.922 --> 00:43:52.266
survey of january june and december of

00:43:52.346 --> 00:43:55.347
twenty twenty six if i ask you to

00:43:55.447 --> 00:43:56.907
solve a if i ask you a question

00:43:56.927 --> 00:43:58.309
you don't know the answer to what is

00:43:58.349 --> 00:44:00.570
your first where's your thumb go it would

00:44:00.590 --> 00:44:02.331
be like the thumb what is your what

00:44:02.351 --> 00:44:04.152
is your thumb flicking are you flicking

00:44:04.192 --> 00:44:04.532
google

00:44:05.273 --> 00:44:06.813
Or are you flicking perplexity?

00:44:07.173 --> 00:44:08.233
Or chat GPT?

00:44:08.893 --> 00:44:09.753
So for me,

00:44:09.793 --> 00:44:10.775
if I want to know what time the

00:44:10.815 --> 00:44:12.434
coffee shop down the street opens,

00:44:12.514 --> 00:44:14.036
I'm still looking at Google right now.

00:44:16.576 --> 00:44:17.077
Ironically,

00:44:17.097 --> 00:44:18.496
I look at Google Maps a lot because

00:44:18.536 --> 00:44:20.097
that gets me to the hours and the

00:44:20.137 --> 00:44:22.338
directions faster than going to the

00:44:22.398 --> 00:44:24.338
website, reading the story of the barista.

00:44:24.438 --> 00:44:25.059
I don't care.

00:44:26.059 --> 00:44:26.980
If I'm looking for something,

00:44:27.219 --> 00:44:28.519
anything deeper than that,

00:44:28.920 --> 00:44:30.760
the answer is exactly what Angela is

00:44:30.780 --> 00:44:32.460
saying, which is generative search.

00:44:32.581 --> 00:44:34.242
Like that's how do you be the answer?

00:44:35.831 --> 00:44:37.771
What do you want to go with next?

00:44:38.572 --> 00:44:39.853
Uh, I was just trying to find it.

00:44:39.893 --> 00:44:40.233
I can't,

00:44:40.353 --> 00:44:41.914
I can't pull it up real quick.

00:44:42.393 --> 00:44:43.094
Um, you know,

00:44:43.135 --> 00:44:45.315
if you go into your Google analytics,

00:44:45.936 --> 00:44:49.338
you can see like my main traffic drivers

00:44:49.378 --> 00:44:53.059
to my website still being actually over

00:44:53.239 --> 00:44:55.661
Google, um, being Yahoo,

00:44:56.260 --> 00:44:57.702
but somewhere in here,

00:44:57.762 --> 00:45:00.202
there's traffic from chat GPT.

00:45:01.184 --> 00:45:02.483
And, uh,

00:45:02.565 --> 00:45:04.385
I just can't see what the exact number

00:45:04.465 --> 00:45:04.565
is.

00:45:04.606 --> 00:45:05.385
It's off the screen.

00:45:05.936 --> 00:45:06.817
But I would love,

00:45:06.856 --> 00:45:09.219
and you're like a nerd in a good

00:45:09.239 --> 00:45:09.900
way like that.

00:45:10.360 --> 00:45:11.541
I would love to see over the next

00:45:11.601 --> 00:45:13.282
twelve months when that goes from point

00:45:13.322 --> 00:45:15.744
two percent to twenty eight percent to

00:45:15.804 --> 00:45:17.646
sixty percent because we know it's going

00:45:17.686 --> 00:45:17.927
to.

00:45:18.228 --> 00:45:19.768
But most people listening will agree with

00:45:19.829 --> 00:45:21.871
us and they will just not be able

00:45:21.911 --> 00:45:22.351
to do anything.

00:45:23.302 --> 00:45:24.483
They'll be able to do something about it,

00:45:24.503 --> 00:45:25.704
but they won't do something about it

00:45:25.744 --> 00:45:27.224
because it's effort.

00:45:27.244 --> 00:45:28.505
It's one more thing.

00:45:28.585 --> 00:45:29.927
I haven't even solved SEO.

00:45:29.967 --> 00:45:31.309
Now I got to worry about AI.

00:45:31.369 --> 00:45:32.409
It's like, yeah,

00:45:32.469 --> 00:45:33.570
I got good news and bad news.

00:45:34.050 --> 00:45:34.992
The world is changing.

00:45:35.711 --> 00:45:36.512
That's bad news.

00:45:37.634 --> 00:45:39.155
But it's changing for everybody.

00:45:39.315 --> 00:45:41.456
So we're all in a similar boat.

00:45:41.476 --> 00:45:42.338
Do you want me to talk about that

00:45:42.378 --> 00:45:43.518
website that like blew my mind?

00:45:43.539 --> 00:45:45.300
Yeah, let's talk about that.

00:45:45.340 --> 00:45:47.322
So I take my dad out for lunch

00:45:47.342 --> 00:45:47.963
on my birthday.

00:45:48.262 --> 00:45:49.043
We're just two guys.

00:45:49.623 --> 00:45:50.465
And I had the day off.

00:45:52.442 --> 00:45:54.143
And we're sitting at the bar at like

00:45:54.202 --> 00:45:55.824
noon, just having a couple of beers.

00:45:56.445 --> 00:45:58.786
And I I'm doing something I don't normally

00:45:58.826 --> 00:45:59.085
do,

00:45:59.467 --> 00:46:02.148
which is I'm watching like the Kelly

00:46:02.168 --> 00:46:03.028
Clarkson show.

00:46:03.389 --> 00:46:05.090
Cause it was on in the bar sports

00:46:05.130 --> 00:46:06.871
center was also on the bar or whatever

00:46:06.931 --> 00:46:07.893
other sports channels,

00:46:08.193 --> 00:46:10.213
but they had like the Kelly Clarkson show.

00:46:10.454 --> 00:46:12.295
I have no idea what Kelly Clarkson is

00:46:12.356 --> 00:46:12.896
even on.

00:46:12.916 --> 00:46:12.956
Um,

00:46:13.916 --> 00:46:15.197
And then it goes to another show.

00:46:15.237 --> 00:46:16.318
Again, the sound is off,

00:46:16.338 --> 00:46:17.577
but you're sort of watching people be

00:46:17.617 --> 00:46:18.619
interviewed and whatever.

00:46:18.639 --> 00:46:20.239
I'm watching football highlights from last

00:46:20.259 --> 00:46:21.199
weekend and everything's going on,

00:46:21.420 --> 00:46:23.039
but I'm watching the Kelly Clarkson show.

00:46:23.300 --> 00:46:25.380
And then it shifts to another talk show,

00:46:25.501 --> 00:46:25.701
right?

00:46:25.960 --> 00:46:28.181
Similar format, guest, funny things,

00:46:28.242 --> 00:46:28.561
whatever.

00:46:29.063 --> 00:46:31.903
The funny thing is across three shows,

00:46:31.963 --> 00:46:33.664
I was there for an hour and change.

00:46:33.724 --> 00:46:35.925
I saw three different shows come on across

00:46:36.244 --> 00:46:38.186
all three shows on the same network.

00:46:38.817 --> 00:46:41.318
They all had products they were talking

00:46:41.358 --> 00:46:44.722
about and they were promoting this website

00:46:44.902 --> 00:46:46.063
and I had never heard of it.

00:46:46.244 --> 00:46:47.605
And for the podcast listeners,

00:46:47.945 --> 00:46:50.487
the website is Morning Save.

00:46:51.635 --> 00:46:54.579
So all of them, every single show,

00:46:55.179 --> 00:46:56.099
at some point,

00:46:56.400 --> 00:46:57.961
somebody got up off the couch and was

00:46:58.001 --> 00:46:58.181
like,

00:46:58.322 --> 00:47:03.467
I'm going to show you these Eddie Bauer

00:47:03.788 --> 00:47:04.889
fuzzy slippers.

00:47:05.530 --> 00:47:07.552
And again, sounds off.

00:47:07.771 --> 00:47:10.173
So I'm inserting a lot of commentary here.

00:47:10.635 --> 00:47:12.315
But it's saying the normal price...

00:47:13.297 --> 00:47:14.478
Tony, I could get you these slippers.

00:47:14.498 --> 00:47:15.378
They're super soft.

00:47:15.398 --> 00:47:16.278
Your wife's going to love them.

00:47:16.318 --> 00:47:17.418
These are all plush.

00:47:17.458 --> 00:47:17.719
Look at that.

00:47:17.739 --> 00:47:18.880
And there's a bear on the top.

00:47:19.119 --> 00:47:21.201
And one of them says mama bear,

00:47:21.440 --> 00:47:22.501
or you could get papa bear.

00:47:22.541 --> 00:47:22.981
Oh, you know what?

00:47:23.001 --> 00:47:24.262
Get one for everybody in the family.

00:47:24.742 --> 00:47:26.023
Normally, Tony, listen,

00:47:26.143 --> 00:47:27.884
anybody else off the street wants these

00:47:27.903 --> 00:47:28.304
slippers.

00:47:28.384 --> 00:47:30.125
It's ninety eight dollars because they're

00:47:30.164 --> 00:47:30.525
awesome.

00:47:30.744 --> 00:47:32.166
But listen, come here real close,

00:47:32.306 --> 00:47:34.467
real close for you right now.

00:47:35.248 --> 00:47:36.068
Twenty five bucks.

00:47:36.367 --> 00:47:37.608
And you're like, oh my God.

00:47:37.849 --> 00:47:39.530
Now that's a regular morning show pitch,

00:47:39.809 --> 00:47:39.989
right?

00:47:40.291 --> 00:47:41.490
So there's a couple of things I want

00:47:41.512 --> 00:47:41.992
to talk about.

00:47:42.052 --> 00:47:42.472
Number one,

00:47:43.052 --> 00:47:44.494
all three shows were pushing everything

00:47:44.534 --> 00:47:47.114
towards one website, not three.

00:47:47.434 --> 00:47:48.275
So this was the funnel.

00:47:48.315 --> 00:47:49.476
This is a great idea.

00:47:49.797 --> 00:47:51.318
And they're able to compound the

00:47:51.358 --> 00:47:51.838
attention.

00:47:52.438 --> 00:47:53.159
The second,

00:47:53.179 --> 00:47:54.179
I don't know if I'll be able to

00:47:54.239 --> 00:47:55.221
show it so easily,

00:47:55.561 --> 00:47:56.862
was the user experience.

00:47:57.342 --> 00:47:58.443
I had a couple of beers.

00:47:58.782 --> 00:47:59.704
It was my birthday.

00:48:00.125 --> 00:48:01.945
Am I in the market at any point

00:48:01.965 --> 00:48:03.788
during that day for fuzzy slippers from

00:48:03.827 --> 00:48:04.427
Eddie Bauer?

00:48:04.668 --> 00:48:06.309
Not really until I saw them.

00:48:06.510 --> 00:48:07.391
And then I was like, you know what?

00:48:07.690 --> 00:48:08.170
I want to see.

00:48:08.411 --> 00:48:10.213
Are these really twenty five dollars if I

00:48:10.233 --> 00:48:10.853
go to the website?

00:48:11.891 --> 00:48:13.293
By the time I realized if I was

00:48:13.313 --> 00:48:13.512
or not,

00:48:13.974 --> 00:48:15.494
I now have in twenty four hours,

00:48:15.594 --> 00:48:17.635
I will have fuzzy slippers at my door

00:48:17.815 --> 00:48:18.876
because I accidentally bought them.

00:48:19.157 --> 00:48:21.338
The user experience from someone paid

00:48:21.378 --> 00:48:24.181
attention from landing to this website to

00:48:24.340 --> 00:48:25.001
checking out.

00:48:25.762 --> 00:48:26.742
Did I need to did I need to

00:48:26.782 --> 00:48:27.864
get up off my bar stool,

00:48:27.903 --> 00:48:29.224
take my wallet out and look at my

00:48:29.284 --> 00:48:30.184
card and insert it?

00:48:30.525 --> 00:48:30.985
No, it was like,

00:48:31.005 --> 00:48:32.407
do you want to do Apple Pay or

00:48:32.447 --> 00:48:34.688
whatever other apps save my credit card?

00:48:34.969 --> 00:48:37.771
They understood every every friction point

00:48:37.791 --> 00:48:39.771
in the process from this is a great

00:48:39.811 --> 00:48:40.432
microchasm.

00:48:41.215 --> 00:48:43.074
From sitting at a bar stool watching to

00:48:43.155 --> 00:48:45.335
purchase, everything was slippery.

00:48:45.896 --> 00:48:48.237
So you didn't have to like put in

00:48:48.277 --> 00:48:49.336
your shipping address,

00:48:49.396 --> 00:48:50.976
put in your credit card number,

00:48:51.056 --> 00:48:52.057
put in your date of birth.

00:48:52.538 --> 00:48:54.438
Do you ever use like the apps?

00:48:55.478 --> 00:48:56.679
Like PayPal does this.

00:48:57.199 --> 00:48:57.539
It'll be like,

00:48:57.559 --> 00:48:58.679
do you want to check out with like

00:48:58.778 --> 00:48:59.298
Apple Pay?

00:48:59.599 --> 00:49:01.179
And then Apple Pay has my credit card

00:49:01.199 --> 00:49:04.661
information and my address and my name and

00:49:04.701 --> 00:49:05.601
the secret code.

00:49:05.641 --> 00:49:06.501
And it knows the code.

00:49:06.780 --> 00:49:07.760
It's allowed to use the code because of

00:49:07.780 --> 00:49:08.222
my face.

00:49:08.802 --> 00:49:09.802
So I used that.

00:49:10.612 --> 00:49:12.074
But had I had to reach into my

00:49:12.114 --> 00:49:13.215
wallet and do whatever,

00:49:14.056 --> 00:49:15.878
I most likely would not have bought the

00:49:15.918 --> 00:49:16.679
fuzzy slippers.

00:49:17.481 --> 00:49:18.402
But because, I mean,

00:49:18.463 --> 00:49:19.543
I was going to say smooth,

00:49:20.528 --> 00:49:22.829
This process from sitting on a bar stool

00:49:22.869 --> 00:49:24.311
watching slippers that I had no intention

00:49:24.331 --> 00:49:25.492
to buy when I walked in that bar

00:49:25.811 --> 00:49:27.733
to ordering them and they're in the mail

00:49:27.753 --> 00:49:29.353
already was slippery.

00:49:29.474 --> 00:49:30.614
That's the term I'm going to use.

00:49:30.954 --> 00:49:32.996
So the reason I'm talking about morning

00:49:33.056 --> 00:49:34.356
save and Kelly Clarkson is,

00:49:34.998 --> 00:49:37.619
is the process to land on the schedule

00:49:37.659 --> 00:49:40.541
at Tony's clinic as slippery?

00:49:40.860 --> 00:49:41.681
If it's not,

00:49:42.021 --> 00:49:43.663
how do we make it slipperier?

00:49:44.483 --> 00:49:46.844
If my process to get rebooked or get

00:49:46.905 --> 00:49:48.846
another session with Tony,

00:49:48.925 --> 00:49:50.606
if my kid gets sick and I got

00:49:50.626 --> 00:49:52.907
to reschedule, if that's not slippery,

00:49:53.489 --> 00:49:54.469
I need to make it slippery.

00:49:54.528 --> 00:49:55.929
And if you're saying it can't be done,

00:49:56.670 --> 00:49:58.291
morning save is selling slippers.

00:49:58.672 --> 00:50:00.072
Like it can be done.

00:50:00.713 --> 00:50:02.273
And you might say, well,

00:50:02.753 --> 00:50:03.934
I'm a doctor of physical therapy.

00:50:03.974 --> 00:50:05.175
What I provide is more important than

00:50:05.195 --> 00:50:05.536
slippers.

00:50:05.916 --> 00:50:07.217
Then why haven't you acted like it?

00:50:08.297 --> 00:50:10.418
So in that Neil Patel clip,

00:50:10.659 --> 00:50:11.659
not the one that I shared,

00:50:11.699 --> 00:50:13.400
but the longer version of it,

00:50:14.641 --> 00:50:15.523
He talks about this.

00:50:15.583 --> 00:50:18.003
He talks about how all of these platforms

00:50:18.023 --> 00:50:20.184
have gotten basically to just a single

00:50:20.224 --> 00:50:21.045
click purchase.

00:50:21.505 --> 00:50:23.065
They keep you on the platform.

00:50:23.166 --> 00:50:25.766
Even Instagram now has in-app purchase.

00:50:25.806 --> 00:50:27.487
TikTok has in-app purchase.

00:50:29.009 --> 00:50:32.389
And when I go back to Joseph Lowe

00:50:32.530 --> 00:50:34.791
and he's making a big push to try

00:50:34.811 --> 00:50:36.692
and get PTs to sell more products.

00:50:38.123 --> 00:50:39.204
I see the barriers,

00:50:39.284 --> 00:50:40.724
the barrier in his mind.

00:50:40.764 --> 00:50:40.905
Now,

00:50:40.925 --> 00:50:42.505
I'm going to put words in his mouth

00:50:42.545 --> 00:50:44.208
and maybe we'll get him back on and

00:50:44.248 --> 00:50:44.887
talk again.

00:50:45.829 --> 00:50:46.688
In his mind,

00:50:46.849 --> 00:50:49.431
I think he's coming from e-commerce and

00:50:49.492 --> 00:50:50.092
retail.

00:50:50.172 --> 00:50:52.554
He sees how easy it should be.

00:50:52.673 --> 00:50:53.775
Amazon, I click a button.

00:50:53.835 --> 00:50:55.615
It's there like I'm ordering stuff every

00:50:55.655 --> 00:50:55.996
day.

00:50:56.757 --> 00:50:58.358
He's not making the connection because

00:50:58.378 --> 00:50:59.199
he's not a therapist.

00:50:59.219 --> 00:51:00.500
He's not in the therapy clinic.

00:51:01.175 --> 00:51:04.277
It is a ridiculous amount of work for

00:51:04.358 --> 00:51:07.840
me to freaking sell something so simple as

00:51:08.041 --> 00:51:09.061
a shoulder pulley set.

00:51:09.563 --> 00:51:09.842
You know,

00:51:09.862 --> 00:51:11.664
my EMR is not a point of sale

00:51:11.724 --> 00:51:12.144
system.

00:51:12.626 --> 00:51:14.166
It's not designed for that.

00:51:14.987 --> 00:51:16.949
I have to create codes to go into

00:51:16.969 --> 00:51:17.630
the EMR.

00:51:17.670 --> 00:51:18.951
If I want to track the money that's

00:51:18.971 --> 00:51:19.452
coming in,

00:51:19.492 --> 00:51:20.952
if I'm going to process the credit card,

00:51:20.992 --> 00:51:22.114
like all of this stuff,

00:51:22.614 --> 00:51:24.737
it is a nightmare even to this day.

00:51:25.217 --> 00:51:26.639
And we've had this conversation on the

00:51:26.659 --> 00:51:26.878
show.

00:51:27.896 --> 00:51:28.976
I think the future...

00:51:29.396 --> 00:51:30.759
I know the EMR guys.

00:51:30.798 --> 00:51:32.079
They're working like crazy.

00:51:32.119 --> 00:51:35.021
They're working as hard as they can to

00:51:35.061 --> 00:51:36.543
create the best product they can.

00:51:37.364 --> 00:51:38.744
I still think they're all going in the

00:51:38.784 --> 00:51:39.505
wrong direction.

00:51:40.186 --> 00:51:40.586
And so...

00:51:41.454 --> 00:51:44.036
Give me an EMR that's just like two

00:51:44.076 --> 00:51:45.335
fields, three fields,

00:51:45.436 --> 00:51:48.038
especially with AI scribes now.

00:51:48.538 --> 00:51:50.599
I don't need ninety thousand boxes.

00:51:50.619 --> 00:51:52.860
I'm not going to give every range of

00:51:52.920 --> 00:51:54.722
motion measurement in a separate box and

00:51:54.782 --> 00:51:56.382
blood pressure in a separate box and all

00:51:56.422 --> 00:51:57.844
of these things in separate fields.

00:51:58.284 --> 00:51:59.405
Give me one field.

00:51:59.784 --> 00:52:01.505
I'll throw everything in there clinically.

00:52:02.440 --> 00:52:06.422
But make it a frictionless environment.

00:52:06.663 --> 00:52:06.902
You know,

00:52:06.922 --> 00:52:09.045
I had a guy text me on Thursday.

00:52:09.625 --> 00:52:10.684
He wanted to come in.

00:52:10.724 --> 00:52:12.045
He got hurt playing pickleball.

00:52:12.606 --> 00:52:13.666
I ignored the text.

00:52:14.086 --> 00:52:15.648
He texted me again on Friday.

00:52:15.688 --> 00:52:17.208
Friday, I only work till noon.

00:52:17.768 --> 00:52:19.329
I was like, it's eight o'clock now.

00:52:19.349 --> 00:52:20.690
If you can get here by nine forty

00:52:20.731 --> 00:52:23.652
five, I'll see you.

00:52:23.791 --> 00:52:26.373
That literally just done on text.

00:52:27.074 --> 00:52:28.295
That's the way it should be.

00:52:29.016 --> 00:52:30.675
But now what I have to do is

00:52:31.097 --> 00:52:32.317
go into my EMR,

00:52:32.777 --> 00:52:34.836
click on a screen to get the calendar,

00:52:34.876 --> 00:52:36.617
click on a spot on the calendar,

00:52:36.677 --> 00:52:38.557
click on the time on the spot on

00:52:38.597 --> 00:52:39.117
the calendar.

00:52:39.599 --> 00:52:42.398
It is so many clicks just to create

00:52:42.418 --> 00:52:43.880
an appointment and then I have to put

00:52:43.900 --> 00:52:45.219
all this information in there.

00:52:45.699 --> 00:52:47.721
And I understand it's high compliance,

00:52:47.740 --> 00:52:49.400
high regulation, all this kind of stuff.

00:52:49.981 --> 00:52:52.143
But like the future EMR,

00:52:52.643 --> 00:52:54.123
it's going to be frictionless.

00:52:54.543 --> 00:52:55.625
I'm going to sell stuff.

00:52:55.925 --> 00:52:57.525
I'm going to have digital appointments and

00:52:57.686 --> 00:52:59.126
people can book for themselves.

00:52:59.166 --> 00:53:00.588
Like all of these things.

00:53:01.288 --> 00:53:01.989
I just, I can't,

00:53:02.028 --> 00:53:02.849
I don't know if I'm going to be

00:53:02.889 --> 00:53:04.670
alive by the time that ever comes out.

00:53:05.771 --> 00:53:06.331
I think you will.

00:53:06.690 --> 00:53:07.231
Here's why.

00:53:07.711 --> 00:53:09.213
It's just moving faster and faster.

00:53:10.534 --> 00:53:11.594
EMRs now,

00:53:11.795 --> 00:53:13.315
this is not a thing of the future.

00:53:13.376 --> 00:53:15.376
They've got, do you have a kiosk?

00:53:15.436 --> 00:53:15.777
You don't have a,

00:53:15.836 --> 00:53:16.737
you're not the kiosk guy.

00:53:16.818 --> 00:53:17.097
You want...

00:53:18.079 --> 00:53:18.579
I should.

00:53:18.599 --> 00:53:18.798
I don't.

00:53:18.858 --> 00:53:19.420
You will.

00:53:19.739 --> 00:53:20.360
And here's why.

00:53:20.541 --> 00:53:22.081
Because the EMR that you're going to use

00:53:22.141 --> 00:53:23.623
now is going to invent one or you're

00:53:23.643 --> 00:53:24.983
going to shift to one that has.

00:53:25.244 --> 00:53:26.364
And all Tony's going to have to do

00:53:26.385 --> 00:53:27.726
is buy an iPad and put it on

00:53:27.746 --> 00:53:28.266
a stand.

00:53:29.527 --> 00:53:30.128
Right now,

00:53:30.148 --> 00:53:33.530
the kiosk probably has seven fields.

00:53:33.911 --> 00:53:35.952
Name, address, insurance number, whatever.

00:53:36.273 --> 00:53:36.793
Too many.

00:53:37.753 --> 00:53:40.056
The kiosk of a year from now is

00:53:40.096 --> 00:53:41.137
going to have...

00:53:42.838 --> 00:53:45.019
an AI person talking to you, right?

00:53:45.619 --> 00:53:46.740
It's gonna scan your face.

00:53:46.920 --> 00:53:47.880
Welcome back, Tony.

00:53:47.960 --> 00:53:48.922
Or hi, who are you?

00:53:48.981 --> 00:53:50.021
I don't recognize this person.

00:53:50.322 --> 00:53:51.023
Hi, who are you?

00:53:51.603 --> 00:53:52.543
How can I help you today?

00:53:53.443 --> 00:53:54.963
You might actually do it in a booth

00:53:55.063 --> 00:53:56.244
and not in an open area so it

00:53:56.264 --> 00:53:58.005
can ask you some specific questions.

00:53:58.326 --> 00:54:00.186
It can ask you the initial subjective

00:54:00.206 --> 00:54:00.867
evaluation.

00:54:01.166 --> 00:54:01.628
Why not?

00:54:01.927 --> 00:54:02.989
Why not get the first pass?

00:54:03.009 --> 00:54:05.050
It's a subjective in the waiting room.

00:54:05.331 --> 00:54:05.972
Do it in a booth.

00:54:05.992 --> 00:54:07.072
So it's a little bit more private is

00:54:07.112 --> 00:54:07.552
what I'm saying.

00:54:07.873 --> 00:54:08.934
But get that information.

00:54:09.295 --> 00:54:10.936
Hey, what's your insurance card?

00:54:10.996 --> 00:54:11.996
Do I need you to like take it

00:54:12.056 --> 00:54:12.717
out and read it?

00:54:12.838 --> 00:54:12.878
No,

00:54:12.898 --> 00:54:13.719
why don't you just hold it up to

00:54:13.739 --> 00:54:15.659
the camera and it'll scan it, right?

00:54:16.001 --> 00:54:16.641
Don't have it.

00:54:16.721 --> 00:54:17.262
Don't worry about it.

00:54:17.282 --> 00:54:17.862
I'll get to it.

00:54:18.023 --> 00:54:18.963
Flag that in the EMR.

00:54:19.003 --> 00:54:20.304
We need their insurance information that

00:54:20.344 --> 00:54:21.606
wasn't received at the kiosk mode.

00:54:22.027 --> 00:54:23.449
Like the stuff I'm coming up with right

00:54:23.489 --> 00:54:23.710
now,

00:54:24.351 --> 00:54:25.994
I don't think I'm the first person to

00:54:26.014 --> 00:54:26.655
think of these things.

00:54:26.856 --> 00:54:28.159
They're being done right now.

00:54:28.539 --> 00:54:29.922
The fact that they're not everywhere

00:54:30.101 --> 00:54:31.184
should anger all of us.

00:54:32.657 --> 00:54:34.117
Ben is a hundred percent right.

00:54:34.599 --> 00:54:36.561
Structured data, you know,

00:54:36.621 --> 00:54:38.302
everybody wants structured data.

00:54:38.322 --> 00:54:39.905
It does make things easier.

00:54:39.925 --> 00:54:41.146
It does make things better.

00:54:42.188 --> 00:54:42.547
And look,

00:54:42.949 --> 00:54:44.851
I'm just coming from my perspective as a

00:54:44.911 --> 00:54:46.271
small private practice owner.

00:54:46.612 --> 00:54:48.394
If I had a hundred clinic locations,

00:54:48.434 --> 00:54:49.835
a thousand clinic locations,

00:54:49.876 --> 00:54:51.759
if I had a different kind of business,

00:54:52.505 --> 00:54:54.887
there might be things that I need that

00:54:55.068 --> 00:54:56.528
these EMRs are providing.

00:54:56.548 --> 00:54:57.449
And I am not,

00:54:57.628 --> 00:55:00.411
I am far from the ideal EMR client.

00:55:00.931 --> 00:55:03.893
Like I am the worst of the EMR

00:55:03.914 --> 00:55:04.434
clients.

00:55:05.815 --> 00:55:07.795
So all of that being said, you know,

00:55:07.956 --> 00:55:09.556
is there a market then for somebody to

00:55:09.577 --> 00:55:10.637
come out with an EMR?

00:55:11.038 --> 00:55:13.659
That's just economized down to, okay,

00:55:13.739 --> 00:55:15.061
what are we going to do for somebody

00:55:15.101 --> 00:55:16.442
doing under a million a year?

00:55:17.262 --> 00:55:19.063
It just needs bare bones,

00:55:19.103 --> 00:55:20.965
but the focus is going to be on

00:55:21.425 --> 00:55:22.425
these priorities.

00:55:22.865 --> 00:55:25.088
right you know again when i go back

00:55:25.108 --> 00:55:28.072
to before the emr i would do a

00:55:28.552 --> 00:55:30.534
um like an excel spreadsheet that wasn't

00:55:30.554 --> 00:55:32.916
connected to the internet man it was

00:55:32.976 --> 00:55:35.539
lightning fast fast to like copy and paste

00:55:36.001 --> 00:55:37.681
appointments and i can pull all that stuff

00:55:37.742 --> 00:55:39.885
up together you know so um

00:55:41.063 --> 00:55:42.625
This is available today, like you said,

00:55:42.704 --> 00:55:43.485
not five years.

00:55:43.626 --> 00:55:45.887
Yeah.

00:55:46.248 --> 00:55:47.489
I'm not inventing like, oh,

00:55:47.510 --> 00:55:48.831
there should be a thing where a camera

00:55:48.851 --> 00:55:50.411
can read numbers on a screen and absorb.

00:55:50.431 --> 00:55:52.514
It's like whenever you do a checkout now,

00:55:52.534 --> 00:55:53.514
you just hold your credit card up to

00:55:53.534 --> 00:55:54.014
the camera.

00:55:54.114 --> 00:55:55.396
And what are CDSs?

00:55:55.416 --> 00:55:55.717
I don't know.

00:55:58.512 --> 00:56:00.673
It's saying the more you can layer AI

00:56:00.735 --> 00:56:03.076
on top of it for CDS.

00:56:03.096 --> 00:56:04.396
I'll have to Google-ize that, or Ben,

00:56:04.617 --> 00:56:05.677
if he's still watching in real time.

00:56:05.697 --> 00:56:07.759
Yeah.

00:56:07.818 --> 00:56:08.860
Yeah, agree.

00:56:08.960 --> 00:56:09.539
Single practice,

00:56:09.599 --> 00:56:11.442
I would use ChatGPT and Microsoft Word.

00:56:11.722 --> 00:56:12.402
He's not wrong.

00:56:12.561 --> 00:56:12.762
I mean,

00:56:12.782 --> 00:56:14.664
that's pretty damn – it's more powerful

00:56:14.704 --> 00:56:16.204
than an EMR was a year ago.

00:56:16.585 --> 00:56:18.206
Now, EMRs with AI should be,

00:56:18.505 --> 00:56:20.307
but a lot of times a lot of

00:56:20.407 --> 00:56:24.448
EMRs are like –

00:56:22.605 --> 00:56:22.764
You know,

00:56:22.784 --> 00:56:23.985
if you came into my house and you

00:56:24.005 --> 00:56:25.266
were going to put central air in and

00:56:25.286 --> 00:56:26.007
it didn't have it,

00:56:26.487 --> 00:56:27.568
you're going to have to blow out the

00:56:27.608 --> 00:56:27.989
guts.

00:56:28.009 --> 00:56:28.768
You're going to have to, I mean,

00:56:29.168 --> 00:56:30.610
sheetrock is going to be everywhere.

00:56:31.471 --> 00:56:33.652
The EMRs that have been around for two

00:56:33.672 --> 00:56:35.273
to three years who started with AI,

00:56:35.353 --> 00:56:35.954
in my opinion,

00:56:35.974 --> 00:56:37.414
are going to have an advantage because it

00:56:37.434 --> 00:56:38.655
is about slipperability.

00:56:38.675 --> 00:56:39.836
It's about smoothness.

00:56:40.157 --> 00:56:41.438
That's the thing people are looking for.

00:56:42.257 --> 00:56:45.900
Now, again, I will say the EMR today,

00:56:46.641 --> 00:56:48.262
it allows us to operate.

00:56:48.322 --> 00:56:50.423
We would have paid three salaries,

00:56:50.443 --> 00:56:51.204
you know,

00:56:52.717 --> 00:56:55.938
to accomplish what I do with one kind

00:56:55.978 --> 00:56:58.800
of part-time salary, you know, like one,

00:56:58.860 --> 00:57:00.461
three quarters of an FTE.

00:57:01.262 --> 00:57:04.324
So the EMRs have come a long way.

00:57:04.864 --> 00:57:06.885
I applaud what these guys have done.

00:57:08.547 --> 00:57:09.887
I don't see as much of it because

00:57:09.907 --> 00:57:10.927
I'm not on the back end.

00:57:10.967 --> 00:57:12.148
I'm not on the billing side.

00:57:12.869 --> 00:57:14.110
The people doing the billing,

00:57:14.990 --> 00:57:15.610
they love it.

00:57:15.650 --> 00:57:16.612
They appreciate it.

00:57:17.239 --> 00:57:19.563
But it's still not it's still not where

00:57:19.583 --> 00:57:21.867
it needs to be for frictionless like

00:57:21.927 --> 00:57:22.608
schedule anytime.

00:57:23.088 --> 00:57:24.391
But and then again,

00:57:24.452 --> 00:57:25.954
a million caveats today.

00:57:26.295 --> 00:57:26.534
Look,

00:57:27.235 --> 00:57:28.739
I don't I don't need a structured

00:57:28.778 --> 00:57:29.179
schedule.

00:57:29.844 --> 00:57:31.244
I don't need you to show up.

00:57:31.664 --> 00:57:33.045
I had I had a patient I pulled

00:57:33.065 --> 00:57:34.608
into the parking lot at seven thirty.

00:57:35.027 --> 00:57:36.309
Patient was scheduled at eight.

00:57:36.869 --> 00:57:37.610
Like, what are you doing?

00:57:37.789 --> 00:57:38.751
Let's go get in here.

00:57:38.771 --> 00:57:39.690
Like, come in.

00:57:39.731 --> 00:57:42.012
You don't need to wait for the minute

00:57:42.052 --> 00:57:42.713
of your time.

00:57:43.134 --> 00:57:43.713
People are like,

00:57:43.773 --> 00:57:44.934
I got a guy coming in today.

00:57:45.275 --> 00:57:46.737
Bus driver is like, well,

00:57:46.797 --> 00:57:49.659
I finished my route at nine thirty.

00:57:49.679 --> 00:57:51.000
Then I pick up my next route at

00:57:51.059 --> 00:57:51.780
eleven.

00:57:51.900 --> 00:57:53.641
I'm not sure exactly when I come in.

00:57:53.822 --> 00:57:55.302
I tell him every time I click.

00:57:55.762 --> 00:57:58.884
Come in after nine thirty before ten

00:57:58.923 --> 00:57:59.264
thirty.

00:57:59.623 --> 00:58:00.204
We'll see you.

00:58:00.764 --> 00:58:01.065
You know,

00:58:01.164 --> 00:58:04.425
so like I am not the typical environment.

00:58:04.545 --> 00:58:06.146
I am not the typical practice.

00:58:06.786 --> 00:58:08.567
I've employed those therapists who are

00:58:08.586 --> 00:58:08.827
like,

00:58:09.286 --> 00:58:10.907
I won't see you until the minute your

00:58:10.947 --> 00:58:11.788
appointment starts.

00:58:11.807 --> 00:58:13.148
And if you're two minutes late,

00:58:13.288 --> 00:58:15.327
I'm going to reduce your treatment time by

00:58:15.367 --> 00:58:15.829
two minutes.

00:58:16.748 --> 00:58:18.329
That's not us.

00:58:18.688 --> 00:58:20.849
That is a lot of what therapy is.

00:58:21.309 --> 00:58:23.751
So nobody is going to build an application

00:58:23.851 --> 00:58:24.170
for me.

00:58:24.804 --> 00:58:25.465
Right.

00:58:25.485 --> 00:58:26.387
I'll say some,

00:58:26.586 --> 00:58:28.851
something somewhere needs to be, you know,

00:58:28.891 --> 00:58:29.251
changed.

00:58:29.771 --> 00:58:31.014
Ben was saying he was helping me out.

00:58:31.235 --> 00:58:33.038
Uh, CDS critical decision support.

00:58:33.097 --> 00:58:33.277
So,

00:58:34.536 --> 00:58:36.297
know if you see if if you if

00:58:36.338 --> 00:58:38.420
you select a template for a knee eval

00:58:38.480 --> 00:58:40.681
it might give you like a cpg in

00:58:40.701 --> 00:58:43.023
the future if you're using if you're using

00:58:43.123 --> 00:58:45.284
when you're using an ai scribe if it

00:58:45.324 --> 00:58:47.485
hears something it might flag that's a red

00:58:47.505 --> 00:58:49.487
flag when that person mentions calf pain

00:58:49.547 --> 00:58:51.309
after surgery you might want to of course

00:58:51.708 --> 00:58:53.010
could just be a reminder this is not

00:58:53.070 --> 00:58:54.471
saying that the therapist wouldn't pick

00:58:54.490 --> 00:58:56.472
that up but would a would a hundred

00:58:56.512 --> 00:58:58.934
out of a hundred therapists picked it up

00:58:58.994 --> 00:59:00.034
if the answer is not a hundred out

00:59:00.054 --> 00:59:01.775
of a hundred having a little pink

00:59:02.385 --> 00:59:04.208
So we've got a minute left,

00:59:04.248 --> 00:59:05.548
but here's a crazy idea to think of

00:59:05.568 --> 00:59:05.989
the future.

00:59:06.570 --> 00:59:12.956
I think the smartest EMR organizations or

00:59:13.695 --> 00:59:15.358
billing revenue cycle companies,

00:59:16.139 --> 00:59:18.561
why they're not, and maybe they are,

00:59:18.721 --> 00:59:19.742
but I just wasn't seeing it,

00:59:20.001 --> 00:59:23.605
why they're not hiring or making

00:59:23.664 --> 00:59:26.027
consultants out of actual billers is

00:59:27.402 --> 00:59:28.322
Confuses me.

00:59:28.643 --> 00:59:29.643
Not a focus group.

00:59:29.963 --> 00:59:31.583
A focus group is a bitch session.

00:59:31.943 --> 00:59:33.505
It can be helpful, kind of.

00:59:33.704 --> 00:59:34.905
I've never found it.

00:59:35.005 --> 00:59:36.646
I call those things Frankensteins.

00:59:37.025 --> 00:59:38.927
When we tried to do creativity and focus

00:59:38.967 --> 00:59:39.266
groups,

00:59:39.527 --> 00:59:41.867
what you walked out with was an idea

00:59:41.887 --> 00:59:43.268
that appeased eight people.

00:59:43.847 --> 00:59:44.748
It's a shitty idea.

00:59:45.327 --> 00:59:46.088
You watered it down.

00:59:46.128 --> 00:59:46.829
It's a Frankenstein.

00:59:46.849 --> 00:59:47.588
It looks like a man,

00:59:47.628 --> 00:59:48.509
walks like a man,

00:59:48.548 --> 00:59:49.329
doesn't talk like a man,

00:59:49.349 --> 00:59:49.809
it's not a man.

00:59:50.429 --> 00:59:51.731
But you know how many times I talk

00:59:51.751 --> 00:59:53.452
to people who actually do billing in

00:59:53.492 --> 00:59:56.393
practices and I would be walking them

00:59:56.434 --> 00:59:57.554
through and they're like, yeah,

00:59:57.574 --> 00:59:58.356
but does it do this?

00:59:58.376 --> 00:59:58.956
Does it do that?

00:59:58.996 --> 01:00:00.197
And I had to say no or not

01:00:00.257 --> 01:00:02.057
yet or hadn't thought of that where I'm

01:00:02.077 --> 01:00:02.739
like, damn,

01:00:02.878 --> 01:00:04.159
if I could say yes to every one

01:00:04.179 --> 01:00:05.541
of those, you don't have to sell anything.

01:00:06.581 --> 01:00:08.342
Give me your top ten bitches about the

01:00:08.382 --> 01:00:09.262
thing that you're using now.

01:00:09.382 --> 01:00:10.643
Bang, bang, bang, bang, bang, bang, bang.

01:00:10.943 --> 01:00:11.565
I'm going to sit down.

01:00:11.585 --> 01:00:12.585
We're going to walk through this.

01:00:12.606 --> 01:00:14.606
I'm going to remove every one of those.

01:00:14.887 --> 01:00:16.447
And then you tell me why we shouldn't

01:00:16.467 --> 01:00:17.268
be doing this right now.

01:00:18.291 --> 01:00:19.391
Parting shot, Tony.

01:00:19.472 --> 01:00:20.112
Parting shot.

01:00:23.052 --> 01:00:27.416
Your expertise has far greater value on a

01:00:27.596 --> 01:00:32.418
one-to-many framework than a one-to-one.

01:00:32.737 --> 01:00:35.360
So there are lots of ways for you

01:00:35.380 --> 01:00:37.521
to reach people that would never be able

01:00:37.541 --> 01:00:38.581
to work with you directly,

01:00:38.621 --> 01:00:39.902
but you could still benefit them,

01:00:40.061 --> 01:00:42.143
impact them, help people.

01:00:42.702 --> 01:00:43.963
And in the process,

01:00:44.164 --> 01:00:45.824
you can make a whole lot more money

01:00:46.085 --> 01:00:47.726
helping a whole lot more people.

01:00:48.146 --> 01:00:49.387
Yeah, it's a powerful thing.

01:00:49.487 --> 01:00:52.789
I'll piggyback on that with the new idea

01:00:52.829 --> 01:00:54.311
that I'm launching and we can go deeper.

01:00:54.371 --> 01:00:55.253
We sort of spitballed it.

01:00:55.273 --> 01:00:55.853
We'll wait for Dave.

01:00:55.972 --> 01:00:57.094
We spitballed it on Tuesday.

01:00:57.454 --> 01:00:58.896
I already have a landing page, Tony,

01:00:59.056 --> 01:00:59.757
probably too much.

01:00:59.777 --> 01:01:01.237
We probably should go through it and strip

01:01:01.257 --> 01:01:01.599
it away.

01:01:01.699 --> 01:01:02.458
But when you write it,

01:01:02.500 --> 01:01:03.239
it's hard to delete.

01:01:03.380 --> 01:01:04.260
When someone else writes it,

01:01:04.460 --> 01:01:05.202
it's easy to be like, no,

01:01:05.282 --> 01:01:06.023
that doesn't need to be there.

01:01:06.302 --> 01:01:08.244
But the idea is I'm saying the same

01:01:08.284 --> 01:01:10.987
thing right now to associations,

01:01:11.067 --> 01:01:13.068
parts of APTA, and businesses,

01:01:13.347 --> 01:01:15.050
which is I think the thing you're lacking

01:01:15.329 --> 01:01:16.331
is not another course.

01:01:16.831 --> 01:01:18.092
I'm not saying don't take courses.

01:01:18.371 --> 01:01:20.012
What I'm saying is how do we make

01:01:20.052 --> 01:01:20.954
that spread?

01:01:21.494 --> 01:01:22.635
Ideas that spread.

01:01:22.655 --> 01:01:23.655
That's Ted's tagline.

01:01:23.675 --> 01:01:24.436
I wish I could steal it.

01:01:25.036 --> 01:01:26.137
But I've got my own tagline,

01:01:26.777 --> 01:01:29.219
and we'll share that on the next episode,

01:01:29.260 --> 01:01:31.621
which is I think you just have a

01:01:31.661 --> 01:01:32.463
communication issue.

01:01:33.297 --> 01:01:34.237
It's simple to solve.

01:01:34.438 --> 01:01:35.438
Takes effort, right?

01:01:35.699 --> 01:01:37.340
We're going to have to invest in this

01:01:37.360 --> 01:01:38.039
to take effort.

01:01:39.061 --> 01:01:40.161
And that's where I think a lot of

01:01:40.181 --> 01:01:42.262
our colleagues are falling short.

01:01:42.302 --> 01:01:43.204
Have a good weekend, man.

01:01:44.519 --> 01:01:45.340
Same to you.

01:01:45.400 --> 01:01:47.041
And we'll see, uh, Dave will be back.

01:01:47.081 --> 01:01:48.101
He's going to put some, uh,

01:01:48.121 --> 01:01:49.202
he's going to put some honey on the

01:01:49.242 --> 01:01:50.523
throat and he'll be back with his buttery

01:01:50.543 --> 01:01:52.065
voice and his, uh,

01:01:52.105 --> 01:01:53.166
and his slicked hair is going to look

01:01:53.186 --> 01:01:53.365
good.

01:01:53.746 --> 01:01:54.927
Uh, we'll see you guys on Tuesday.

01:01:55.146 --> 01:01:57.728
Hey, insights from PPS tag us.

01:01:57.768 --> 01:01:58.610
If you see something cool,

01:01:58.650 --> 01:01:59.610
I would love to just, Hey,

01:01:59.630 --> 01:02:01.331
just take a picture or do something.

01:02:01.512 --> 01:02:02.012
Tag us.

01:02:02.572 --> 01:02:04.193
We'll bring it on the show and maybe

01:02:04.213 --> 01:02:05.293
we'll reach out to you for comment and

01:02:05.313 --> 01:02:06.514
why it was and have fun down there

01:02:06.554 --> 01:02:08.496
at the, or at the Rosen shingle.

01:02:09.237 --> 01:02:10.038
Not a great idea for it.

01:02:10.057 --> 01:02:10.898
Not a great name for hotel,

01:02:10.918 --> 01:02:12.478
but maybe it is, uh, for PPS.

01:02:12.619 --> 01:02:13.420
We'll see you guys on Tuesday.