Messaging, Wellness & PT’s Trillion-Dollar Opportunity

WEBVTT

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All right, before we get started,

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a quick shout out to PT Breakfast Club.

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That's a weird meeting of the minds.

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Me, Tony Maritato, and Dave Kittle,

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live on YouTube every Tuesday and

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Thursday, eight thirty a.m.

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Eastern.

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Real talk, zero jargon,

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probably a little bit of jargon.

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And the conversations PTs actually want to

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have.

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Come hang with us live again Tuesday,

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Thursdays,

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eight thirty Eastern on YouTube.

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You can just follow at PT podcast.

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on the YouTubes.

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We've got a pretty cool, weird,

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I call it a ricochet.

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It doesn't make sense until it makes

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sense.

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The best fake physical therapist on

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LinkedIn.

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That's what we're calling him today.

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It'll make sense, I'm telling you.

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Never treated a day in his life,

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but somehow keeps getting mistaken for a

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PT all the time.

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Currently obsessed with connecting

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wellness and longevity to the profession

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of physical therapy.

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Please welcome back to the show,

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Hunter McWhorter.

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Hunter, welcome back to the program,

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my man.

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Thanks.

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Thanks for having me.

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Excited to be back.

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What does it mean?

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I intro'd you.

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Best fake PT on the internet.

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You're mistaken for a PT.

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Why?

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How did that start?

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Where does this come from?

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Yeah,

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I always want to be a physical therapist

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and just decided to stay in the field

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without getting the DPT after my name.

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First of all,

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maybe not a horrible financial decision,

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but keep going.

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You found a niche.

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You found a narrow angle.

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Keep going.

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Yes.

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Yeah.

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And now seeing where it is, I'm like,

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hey, this might actually not be the worst,

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like you're saying,

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from a financial standpoint.

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And so.

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been in it for so long now and

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i guess my content resonates every once in

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a while with people when i post on

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linkedin and recruiters just see oh you

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worked at pd solutions oh you've done

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stuff with physical and web pt like surely

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you have to be a pt and then

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i get fun traveling pt roles offers all

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the time i get all sorts of opportunities

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and it's always fun when they're like wait

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work what and i've even asked ai i'm

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like does it say anywhere on my linkedin

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that i'm a physical therapist even ai is

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tricked by it so that's how i'm like

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i probably need to really focus on some

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stronger rebranding so we're just

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embracing it now

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All right, so you're PT adjacent.

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You're sort of entrenched,

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but you come at it with a different

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angle.

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So let's make this more of rapid fire

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questions.

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Answer one word, one sentence,

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one paragraph, one soliloquy,

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whatever you want to do.

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You've said this before.

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I want you to explain why.

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You think PTs are uniquely positioned for

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a trillion dollar wave.

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Help me understand this.

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I wouldn't mind getting a couple of drops

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of water from a trillion dollar wave.

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What's this mean?

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Yeah.

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So I feel like I didn't realize this

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until recently that most patients see

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their PTs more often than their actual

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primary care doctors.

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So they're seeing them all the time.

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And

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There's also an increase in education

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around the patient of, hey,

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I want to live longer.

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Hey, I want to be healthier.

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You're seeing this health trend with

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wearables, with data,

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and it's slowly becoming a trillion dollar

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industry of longevity and wellness.

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And because of the frequency of which PTs

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see these people and because of the

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relationships they build,

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I feel like it's a really easy way

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for PTs to start seeing and be like,

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hold on.

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You're sleeping terribly.

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Have you thought about trying a supplement

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that might help you with sleep?

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Like little things like that.

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You're not shoving anything down anyone's

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throats.

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You're simply saying like,

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I hear what you're saying as a person.

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And so here's some solutions for you that

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might help.

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Or, hey,

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you're really struggling with weight loss.

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Like maybe there's something else out

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there,

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a medication or something like that could

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help.

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And it's just helping leverage that

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relationship in the time you're investing

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in people.

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Why are PTs so anti-this?

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It's almost a visceral reaction.

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It feels like this is in our operating

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system or something like that.

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It's difficult to remove,

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but some embrace it, but most don't.

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Where does it come from?

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I think a lot of it just comes

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from the education system.

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They worked so hard to become doctors.

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There was such a push to transition from

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the master's program to a doctor's program

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that they're like,

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we have clear swim lanes.

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We have to stay in because we worked

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really hard to get here.

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And I don't want to jeopardize my future,

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my business.

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Totally fair.

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But at the same time, it's, hey,

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do no harm.

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We want to help make people do better.

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If there's alternatives to it,

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what do you lose from just...

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suggesting it when they could go to rufus

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on amazon and it'll tell them hey you

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have this here's this suggestion here's

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that suggestion it's like people are

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trusting ai and the internet now why not

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try and help steer them in a healthier

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better direction yeah

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You got a hot take,

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and I like hot takes.

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I'm going to quote you,

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and then you got to back it up.

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You said the farmer's dog has better

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messaging than physical therapy.

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Break that down.

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What is the farmer's dog?

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Is that like one of those box

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subscriptions that comes in the mail?

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Yes.

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Their commercials are just

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heart-wrenching.

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They're almost up there with the please

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adopt this animal commercials.

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Oh, yeah.

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In the arms of an angel.

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Yes.

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Yes.

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Exactly.

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The Sarah McLachlan special.

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But farmer's dog, they do a great job.

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And it's like no human should ever have

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to eat processed foods for every single

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meal.

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And you resonate.

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You're like, yeah, that's true.

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Why should we be eating heavily processed

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foods?

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And then it hits you with your pet

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shouldn't either.

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Here's a farmer's dog,

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like natural organic food.

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It helps with their wellness, all of this.

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Like it improves their quality of life.

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And it makes it so short and resonates

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with you.

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Like, yeah, no one should be.

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doing this like why would anyone eat

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heavily processed food for every meal um

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it connects with PT you hear some people

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say it's only good after surgery it's only

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good if you're young like there's just so

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much mixed messaging that I feel like it

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could be super consolidated especially

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when you see the ad campaign CrossFit put

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together for CrossFit where it's like wow

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that's so clear

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Take out CrossFit, put in PT, and boom,

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there's your clarity of messaging.

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And I just think more brands adopt it,

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yet PT is still the one that's like,

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we can do all these things and all

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these different flavors,

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but it just confuses the consumer.

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I had a professor in communication school

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advertising.

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He said,

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you're going to build a fake campaign.

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uh we were actually doing real fake

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campaigns for real organizations in the

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community so i thought that was brilliant

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because it felt like there were stakes um

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and he said you're one of the part

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of it is going to be a billboard

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a bumper sticker a t-shirt he said on

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the billboard you're allowed seven words

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on the t-shirt you're allowed like four on

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the on the on the bumper sticker you're

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allowed five like he put a limit he

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goes you can have more but everyone more

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than that you owe me a hundred dollars

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And two words in, it doubles.

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You owe me two hundred dollars for the

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second word.

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You got real clear real quick because you

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realized there were guardrails.

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Yeah.

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I feel like if you ask a PT

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a question to give a presentation,

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the first thing they do is this.

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They're going to inhale because you're

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about to get seven paragraphs.

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Yeah.

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But that's not the right way to do

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it.

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No,

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and I think it's so cool what you're

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doing with APTA, different states,

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where I think recently you made a post

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about just like, hey,

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why isn't this clearly stated on the

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website?

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And that's what kind of dawned on me

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of like, okay, hold on.

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There's all these brands watching

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football, watching Time with Family,

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and you're seeing how concise some of the

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messaging is on these commercials.

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It's like, why not?

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And then seeing that post really got me

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thinking like, what is going on?

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Why do we resist that?

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Why do we want to use two hundred

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when when when two words will do?

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I mean,

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I'm just going to keep kicking the dead

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horse,

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but I think it was a push for

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doctors, physical therapy.

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You've worked your tail off.

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You've got your bills.

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You got to pay like you're proud of

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yourself and what you do.

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And you want to make sure you do

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it to sort of fight against maybe that

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imposter syndrome of people.

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You're not a real doctor.

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It's like, no, I am.

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And this is all the reasons why.

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Like, yeah.

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To me, it's a justification of the degree.

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It's like, I can't wait to tell you.

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And I think it comes from a good

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place.

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I know it comes from a good place

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because I know enough PTs who are guilty

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of doing it.

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They know they even do it.

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They can't help it because they got so

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much inside.

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They can't wait for it to pour out.

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My response would be,

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I want you to practice this.

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There's a great vocal coach who teaches

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people how to speak on stage.

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and he his exercise is this it's three

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so he says i want you to speak

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for five minutes don't care about the

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topic hit record don't think about it

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speak about it for five minutes hit end

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do nothing twenty four hours later bring

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the video up push play but uh i

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only want you to listen to it just

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focus on the audio yeah

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When you're done,

00:08:31.064 --> 00:08:32.645
maybe jot some mental notes down.

00:08:32.745 --> 00:08:33.166
Go away.

00:08:33.206 --> 00:08:34.366
Twenty four hours after that,

00:08:34.668 --> 00:08:35.508
I want you to come back.

00:08:35.567 --> 00:08:36.089
Push play.

00:08:36.109 --> 00:08:36.849
I want you to mute it.

00:08:36.928 --> 00:08:40.851
I only want you to watch the visuals.

00:08:40.871 --> 00:08:42.452
Same thing when you're done.

00:08:42.732 --> 00:08:43.333
Mental notes.

00:08:43.533 --> 00:08:44.114
Third day.

00:08:44.274 --> 00:08:47.537
I only want you to read the transcript.

00:08:47.616 --> 00:08:49.759
And you'll start to the exercise I was

00:08:49.798 --> 00:08:50.739
taught in communication school,

00:08:50.759 --> 00:08:51.559
which mimics this.

00:08:52.881 --> 00:08:55.783
is you are performing sculpting.

00:08:55.903 --> 00:08:57.525
You're chopping away everything that

00:08:57.605 --> 00:08:58.907
doesn't need to be there.

00:08:58.927 --> 00:08:59.647
You're like, oh gosh,

00:08:59.687 --> 00:09:00.868
why don't I say those eleven words when

00:09:00.908 --> 00:09:01.448
two will do?

00:09:02.188 --> 00:09:03.831
This only comes about with work,

00:09:04.431 --> 00:09:05.312
and if you do it,

00:09:05.851 --> 00:09:06.793
you get better at it.

00:09:06.832 --> 00:09:08.333
How'd you get so good at speaking without

00:09:08.394 --> 00:09:09.235
filler words, Jimmy?

00:09:10.375 --> 00:09:12.397
I spoke with lots of filler words and

00:09:12.417 --> 00:09:14.979
then was forced by bosses in radio to

00:09:15.058 --> 00:09:16.400
listen to myself speak,

00:09:16.841 --> 00:09:20.062
and I got less crappy and less crappy

00:09:20.143 --> 00:09:22.004
and less crappy until I was pretty okay.

00:09:23.437 --> 00:09:24.979
We don't that it's no,

00:09:25.038 --> 00:09:26.301
it's never part of the job,

00:09:27.062 --> 00:09:28.984
but it's part of the job it is,

00:09:29.245 --> 00:09:31.067
but this is hard and it's not on

00:09:31.086 --> 00:09:31.788
the syllabus.

00:09:31.807 --> 00:09:33.288
Right.

00:09:33.309 --> 00:09:34.211
So that's not easy to train.

00:09:35.082 --> 00:09:35.283
No.

00:09:35.623 --> 00:09:37.604
And who likes to hear their voice?

00:09:37.783 --> 00:09:38.563
Not a lot of people.

00:09:38.764 --> 00:09:40.044
I was in radio for fifteen years.

00:09:40.365 --> 00:09:41.404
Still never got used to it.

00:09:41.845 --> 00:09:42.085
Yeah.

00:09:42.345 --> 00:09:42.505
Yeah.

00:09:42.546 --> 00:09:43.985
Like I cringe coming on somebody's

00:09:44.025 --> 00:09:44.405
podcast.

00:09:44.725 --> 00:09:45.706
I have to listen to it again.

00:09:45.726 --> 00:09:46.486
And to your point, like,

00:09:46.527 --> 00:09:47.326
why did I say that?

00:09:47.386 --> 00:09:48.006
What's going on?

00:09:48.047 --> 00:09:49.388
But it forces you, like you're saying,

00:09:49.408 --> 00:09:50.927
to get uncomfortable and to grow and

00:09:50.988 --> 00:09:52.129
really try.

00:09:52.229 --> 00:09:54.129
So I think that's a great idea that

00:09:54.168 --> 00:09:55.110
I might start adopting.

00:09:55.129 --> 00:09:55.490
Thanks.

00:09:56.429 --> 00:09:56.610
All right.

00:09:56.649 --> 00:09:57.770
Finish this sentence for me.

00:09:58.951 --> 00:10:03.273
PT could change overnight if we just

00:10:04.113 --> 00:10:04.452
blank.

00:10:05.089 --> 00:10:06.710
what would that be pt could change

00:10:06.990 --> 00:10:10.730
overnight hunter if we just blank i'm sure

00:10:10.750 --> 00:10:11.851
there's a bunch of things that could fit

00:10:11.892 --> 00:10:15.994
in this but what's one dang i think

00:10:16.014 --> 00:10:18.934
just collaborate more like put aside the

00:10:19.095 --> 00:10:21.515
egos i think you would change overnight if

00:10:21.655 --> 00:10:24.376
instead of viewing the therapist down the

00:10:24.397 --> 00:10:27.077
street from you as like your arch enemy

00:10:27.599 --> 00:10:28.298
be like hey

00:10:29.150 --> 00:10:31.171
might be patients that i can't treat that

00:10:31.211 --> 00:10:32.772
they can't treat like they like treating

00:10:32.792 --> 00:10:34.511
it i don't i'm out of network with

00:10:34.552 --> 00:10:35.792
some they're in network with some like

00:10:36.351 --> 00:10:39.293
just finding small ways to recognize that

00:10:39.393 --> 00:10:41.332
everyone's in this together and the

00:10:41.373 --> 00:10:43.313
collaboration is what really needs to

00:10:43.374 --> 00:10:44.573
elevate because i feel like in other

00:10:44.614 --> 00:10:47.695
healthcare silos there's a lot more

00:10:47.715 --> 00:10:49.894
collaboration and a lot less animosity of

00:10:49.995 --> 00:10:52.056
like oh they're trying to steal from me

00:10:52.076 --> 00:10:53.735
it's hey what are you doing well what's

00:10:53.916 --> 00:10:56.437
what's working out let's figure out a way

00:10:56.496 --> 00:10:58.517
to collaborate and work together because

00:10:59.717 --> 00:11:00.558
I don't know if you're seeing this.

00:11:00.739 --> 00:11:02.700
So many people want to get into PT

00:11:02.740 --> 00:11:04.561
right now in terms of companies.

00:11:04.760 --> 00:11:05.181
Oh, sure.

00:11:05.201 --> 00:11:06.422
Yeah, yeah.

00:11:06.581 --> 00:11:08.724
There's so much technology available to

00:11:08.764 --> 00:11:11.225
practices that are probably very cheap

00:11:11.245 --> 00:11:11.865
because they're saying, hey,

00:11:11.885 --> 00:11:13.126
we just want reps.

00:11:13.206 --> 00:11:14.267
Just give us some feedback.

00:11:14.748 --> 00:11:16.229
That, I think, can really help where it's,

00:11:16.269 --> 00:11:17.970
hey, they have an Alt-G down the road.

00:11:18.750 --> 00:11:20.390
Maybe we can partner with them and help

00:11:20.471 --> 00:11:21.812
offset the cost of that for them or

00:11:21.831 --> 00:11:23.312
just send some of our patients there for

00:11:23.352 --> 00:11:23.692
certain things.

00:11:23.753 --> 00:11:24.913
I just feel like there's a huge

00:11:24.953 --> 00:11:26.075
opportunity to collaborate,

00:11:26.174 --> 00:11:29.356
and that's where it just doesn't seem to

00:11:29.356 --> 00:11:31.058
–

00:11:30.352 --> 00:11:31.673
Be encouraged or recognized.

00:11:31.693 --> 00:11:32.575
It feels like there's probably more

00:11:32.595 --> 00:11:33.775
opportunities to collaborate than there

00:11:33.796 --> 00:11:34.376
are to compete.

00:11:34.596 --> 00:11:35.096
Exactly.

00:11:36.038 --> 00:11:36.698
Myself included,

00:11:36.739 --> 00:11:39.380
we're probably built or our default is

00:11:39.421 --> 00:11:39.922
defensive,

00:11:40.381 --> 00:11:42.604
when it should be not offensive either,

00:11:43.105 --> 00:11:43.946
collaborative.

00:11:43.966 --> 00:11:45.927
Exactly.

00:11:46.028 --> 00:11:46.207
Yeah.

00:11:46.847 --> 00:11:48.048
Quick thanks to one of our sponsors

00:11:48.068 --> 00:11:48.989
keeping us on the air,

00:11:49.168 --> 00:11:51.190
Brooks Rehabilitation Institute of Higher

00:11:51.250 --> 00:11:51.470
Learning.

00:11:51.490 --> 00:11:52.410
That's Brooks IHL.

00:11:53.571 --> 00:11:55.371
They're simply a place PTs go when they

00:11:55.412 --> 00:11:56.373
want to get really good.

00:11:56.932 --> 00:11:58.433
Whether you're thinking about orthopedics,

00:11:58.474 --> 00:11:59.874
geriatrics, or pediatrics,

00:11:59.953 --> 00:12:02.455
residencies and fellowships at Brooks IHL

00:12:02.755 --> 00:12:05.317
help you become the clinician people rely

00:12:05.376 --> 00:12:05.476
on.

00:12:05.836 --> 00:12:07.717
More information right now, if that's you,

00:12:07.738 --> 00:12:08.758
if you're on the edge of a diving

00:12:08.778 --> 00:12:10.078
board thinking about a residency or

00:12:10.119 --> 00:12:11.799
fellowship, Brooks IHL.

00:12:12.600 --> 00:12:15.160
dot o r g what what got you

00:12:15.380 --> 00:12:17.542
interested hunter in the wellness and

00:12:17.562 --> 00:12:19.643
longevity space in the first place again

00:12:19.663 --> 00:12:20.763
you said at the top of the show

00:12:21.263 --> 00:12:22.783
you're not a physical therapist but what

00:12:22.823 --> 00:12:26.205
about the wellness longevity health care

00:12:26.625 --> 00:12:27.885
made you start paying more attention

00:12:28.634 --> 00:12:29.255
Yeah,

00:12:29.275 --> 00:12:31.018
understanding firsthand the brokenness of

00:12:31.077 --> 00:12:31.577
the system.

00:12:31.818 --> 00:12:34.321
So I was supposed to have my senior

00:12:34.341 --> 00:12:34.861
year of high school,

00:12:34.881 --> 00:12:36.604
a pretty simple back surgery that was

00:12:36.644 --> 00:12:38.225
gonna be a quick recovery,

00:12:38.446 --> 00:12:40.128
no PT necessary, here you go.

00:12:40.467 --> 00:12:42.350
Took seven years and seven surgeries later

00:12:42.671 --> 00:12:44.692
before it finally got figured out what's

00:12:44.732 --> 00:12:46.414
going on and realizing, hold on,

00:12:47.296 --> 00:12:49.256
the system isn't working the way it's

00:12:49.277 --> 00:12:52.519
supposed to be and then understood a lot

00:12:52.559 --> 00:12:54.721
about blood panel testing and realizing

00:12:54.740 --> 00:12:56.361
your body tells you a lot of what

00:12:56.381 --> 00:12:57.863
you need if you just listen to it

00:12:57.903 --> 00:12:59.484
like it'll help you be preventative in

00:12:59.504 --> 00:13:01.365
that sense and went down the rabbit hole

00:13:01.404 --> 00:13:03.086
listening to various podcasts reading

00:13:03.187 --> 00:13:05.067
different books and then all of a sudden

00:13:05.548 --> 00:13:06.869
um i have a whoop and so i

00:13:06.908 --> 00:13:08.370
started looking at the data differently

00:13:08.549 --> 00:13:10.652
and started seeing okay wait if i sleep

00:13:10.711 --> 00:13:13.212
more and don't need a meal later my

00:13:13.253 --> 00:13:15.215
sleep improves which then all these other

00:13:15.274 --> 00:13:16.655
metrics start improving like

00:13:17.456 --> 00:13:19.297
what if I actually start trying to

00:13:19.397 --> 00:13:21.259
understand how all this comes together and

00:13:21.479 --> 00:13:22.539
got the blood panel test,

00:13:22.679 --> 00:13:24.081
got on some supplements and started

00:13:24.120 --> 00:13:25.601
realizing like, huh,

00:13:25.701 --> 00:13:29.244
you mean gaining weight does take work

00:13:29.384 --> 00:13:30.804
because it's just ignoring it.

00:13:30.825 --> 00:13:31.966
Things like that, that just,

00:13:33.186 --> 00:13:34.746
I didn't realize how simple it was to

00:13:34.826 --> 00:13:36.726
sort of take ownership of your health and

00:13:37.148 --> 00:13:40.989
start finding hacks from alternative

00:13:41.028 --> 00:13:42.610
perspectives that don't necessarily say,

00:13:42.649 --> 00:13:43.889
Hey, here's a surgery,

00:13:43.990 --> 00:13:45.370
here's a prescription,

00:13:45.410 --> 00:13:46.270
here's whatever it is.

00:13:46.750 --> 00:13:47.912
And we're going to keep you in the

00:13:47.991 --> 00:13:49.552
sick cycle because that's how we're making

00:13:49.591 --> 00:13:50.092
money off of you.

00:13:50.113 --> 00:13:51.572
Yeah.

00:13:51.673 --> 00:13:52.133
I love that.

00:13:52.833 --> 00:13:53.453
Um,

00:13:53.474 --> 00:13:55.294
why does physical therapy as a profession

00:13:55.375 --> 00:13:58.316
need more non physical therapists like

00:13:58.375 --> 00:13:58.696
Hunter?

00:13:59.465 --> 00:14:00.905
who care about the profession?

00:14:00.966 --> 00:14:01.846
Why do we need that?

00:14:01.886 --> 00:14:03.567
Why is that a need and not a

00:14:03.628 --> 00:14:04.269
nice to have?

00:14:04.828 --> 00:14:05.208
Yeah,

00:14:05.249 --> 00:14:07.071
I think because there's a bit of an

00:14:07.171 --> 00:14:09.592
echo chamber where everyone has the same

00:14:09.692 --> 00:14:11.254
ideas and everyone went to school,

00:14:11.293 --> 00:14:13.975
they all went to the same exact general

00:14:14.035 --> 00:14:16.057
course load and all training.

00:14:16.597 --> 00:14:18.078
And so when you have people come in

00:14:18.099 --> 00:14:20.620
that don't have that perspective,

00:14:20.721 --> 00:14:22.501
they can offer new ideas and they can

00:14:22.542 --> 00:14:22.903
say, hey, well,

00:14:22.942 --> 00:14:24.224
what if we try this way?

00:14:24.244 --> 00:14:25.365
Or what if we do it that way?

00:14:25.384 --> 00:14:26.625
Let's try innovating this.

00:14:26.686 --> 00:14:27.005
And two,

00:14:28.038 --> 00:14:30.818
PTs only know what they know.

00:14:31.039 --> 00:14:33.041
And so oftentimes when I was selling into

00:14:33.061 --> 00:14:34.020
some of these practices,

00:14:34.120 --> 00:14:35.101
they didn't know billing.

00:14:35.581 --> 00:14:37.403
And so had they had somebody that

00:14:37.442 --> 00:14:39.323
understood billing that they're willing to

00:14:39.543 --> 00:14:40.563
bring in and do things,

00:14:40.764 --> 00:14:42.504
it could have been a whole different world

00:14:42.544 --> 00:14:42.946
for them.

00:14:43.046 --> 00:14:45.427
And they couldn't have been seeing six

00:14:45.447 --> 00:14:47.048
figure profit instead of six figure

00:14:47.087 --> 00:14:48.107
losses, things like that,

00:14:48.148 --> 00:14:50.769
where I think it just helps elevate the

00:14:50.809 --> 00:14:51.250
profession.

00:14:54.051 --> 00:14:56.692
Um, let me ask you this.

00:14:57.113 --> 00:14:59.034
What can physical therapy as a profession

00:14:59.054 --> 00:15:00.796
learn from brands that communicate

00:15:01.375 --> 00:15:04.639
directly and simply with consumers?

00:15:04.658 --> 00:15:05.720
You mentioned CrossFit,

00:15:05.759 --> 00:15:06.779
you mentioned farmer's dog,

00:15:06.799 --> 00:15:08.000
but what are those things that they can

00:15:08.041 --> 00:15:08.881
learn from brands?

00:15:09.422 --> 00:15:10.543
You've done things like,

00:15:10.562 --> 00:15:12.083
I'm about to say a dirty word,

00:15:12.124 --> 00:15:12.543
bad word.

00:15:13.644 --> 00:15:14.245
It's selling.

00:15:14.764 --> 00:15:15.666
You've sold things.

00:15:16.846 --> 00:15:18.126
Which I think is, I love,

00:15:18.386 --> 00:15:19.706
I quote from my favorite Peloton

00:15:19.726 --> 00:15:20.807
instructor, I make suggestions,

00:15:20.827 --> 00:15:22.148
you make decisions, right?

00:15:22.168 --> 00:15:22.927
That's the simple way.

00:15:23.227 --> 00:15:24.708
Detaching yourself from the outcome is a

00:15:24.749 --> 00:15:25.328
great way to sell.

00:15:25.349 --> 00:15:26.469
I'm going to make a suggestion,

00:15:26.489 --> 00:15:27.169
you make a decision,

00:15:27.190 --> 00:15:28.250
and whatever decision, that's yours.

00:15:28.549 --> 00:15:31.990
But what can physical therapists, owners,

00:15:32.030 --> 00:15:32.731
clinicians,

00:15:33.251 --> 00:15:35.072
what can they learn from brands who

00:15:35.091 --> 00:15:36.692
communicate directly to consumers?

00:15:37.727 --> 00:15:40.708
that it's a means for growth,

00:15:41.028 --> 00:15:43.208
that clearly it works because they're

00:15:43.249 --> 00:15:44.349
spending money into it.

00:15:44.408 --> 00:15:45.469
And if it wasn't working,

00:15:45.590 --> 00:15:48.210
they'd be saying, bye-bye, see you later.

00:15:48.690 --> 00:15:49.970
But I think healthcare as a whole is

00:15:50.009 --> 00:15:52.490
so used to potentially operating at a loss

00:15:52.530 --> 00:15:54.270
with insurance and all the other things

00:15:54.291 --> 00:15:56.351
that they have forgotten like, okay,

00:15:56.371 --> 00:15:56.672
hold on.

00:15:57.371 --> 00:15:58.312
Consumers are out there.

00:15:58.871 --> 00:16:00.111
They want to get healthier.

00:16:00.272 --> 00:16:01.972
They want to stop living in pain.

00:16:02.013 --> 00:16:03.653
They want to do all of these things.

00:16:04.278 --> 00:16:06.259
Pharmaceuticals run the ads and it gets

00:16:06.278 --> 00:16:07.279
them to go to their doctor to say,

00:16:07.320 --> 00:16:07.539
hey,

00:16:07.580 --> 00:16:09.600
what about this thing I saw a commercial

00:16:09.660 --> 00:16:09.740
on?

00:16:10.280 --> 00:16:12.861
Or pet food companies see it?

00:16:13.082 --> 00:16:15.423
There's so much there that I think if

00:16:15.464 --> 00:16:17.065
you just start viewing it from a lens

00:16:17.184 --> 00:16:18.846
of consumers are intelligent,

00:16:18.905 --> 00:16:20.346
they care about themselves now and you're

00:16:20.385 --> 00:16:22.407
seeing an increase in general health

00:16:22.427 --> 00:16:22.908
awareness.

00:16:24.048 --> 00:16:26.330
Why not help motivate people and meet them

00:16:26.370 --> 00:16:26.809
where they are?

00:16:27.309 --> 00:16:28.551
This is a great time.

00:16:28.650 --> 00:16:30.291
Like, there's so much attention.

00:16:30.350 --> 00:16:31.552
Like, you know,

00:16:31.772 --> 00:16:33.212
I was walking with one of my friend's

00:16:33.253 --> 00:16:34.773
kids the other day and someone was

00:16:34.812 --> 00:16:35.254
smoking.

00:16:35.734 --> 00:16:37.114
And I remember the reaction from the kids.

00:16:37.214 --> 00:16:39.215
It was so weird to see someone in

00:16:39.235 --> 00:16:40.216
the wild smoking.

00:16:40.576 --> 00:16:42.356
But twenty years ago, that was not weird.

00:16:42.376 --> 00:16:43.836
And ten years ago, it wasn't weird.

00:16:43.856 --> 00:16:44.518
And now it's like,

00:16:44.898 --> 00:16:46.077
look what that person's doing.

00:16:46.097 --> 00:16:47.999
And the kid reiterated to me why it

00:16:48.038 --> 00:16:48.678
was bad for you.

00:16:48.698 --> 00:16:49.039
And I was like,

00:16:49.340 --> 00:16:50.580
we're in a moment right now where there's

00:16:50.600 --> 00:16:52.961
a big spotlight on health, wellness,

00:16:53.000 --> 00:16:53.841
taking care of yourself,

00:16:53.881 --> 00:16:55.142
what's good or bad for you.

00:16:55.621 --> 00:16:56.462
Just being aware.

00:16:57.263 --> 00:16:59.385
There's no right or wrong way or there's

00:16:59.426 --> 00:17:00.366
no one way to do a lot of

00:17:00.386 --> 00:17:00.787
these things,

00:17:01.067 --> 00:17:03.070
but people are hyper-conscious.

00:17:03.629 --> 00:17:06.713
Your radar is on where if you start

00:17:06.733 --> 00:17:08.836
giving them good signals over time,

00:17:09.977 --> 00:17:11.719
they're going to start nodding along with

00:17:11.798 --> 00:17:13.221
you and maybe they...

00:17:14.113 --> 00:17:15.114
I make suggestions.

00:17:15.473 --> 00:17:16.295
You make decisions.

00:17:16.335 --> 00:17:19.017
Maybe they make a decision to now do

00:17:19.057 --> 00:17:20.758
the thing that you've been preaching for

00:17:20.817 --> 00:17:21.499
twenty years.

00:17:21.858 --> 00:17:23.559
But now they're ready to hear that song.

00:17:23.579 --> 00:17:24.760
And that's got to feel it's a pretty

00:17:24.780 --> 00:17:25.801
it's a moment right now.

00:17:25.842 --> 00:17:27.002
We should take advantage of that.

00:17:27.462 --> 00:17:28.064
Totally agree.

00:17:28.104 --> 00:17:29.585
And have you seen the research around the

00:17:29.625 --> 00:17:31.385
decrease in alcohol sales amongst?

00:17:31.425 --> 00:17:31.846
Yes.

00:17:31.987 --> 00:17:32.386
Yes.

00:17:32.426 --> 00:17:34.828
Like it's this whole thing of like there's

00:17:35.068 --> 00:17:36.569
an awakening, for lack of a better word,

00:17:36.589 --> 00:17:37.090
happening.

00:17:37.570 --> 00:17:39.692
And the PT is so primed for it.

00:17:39.752 --> 00:17:42.515
And it's crazy because I go to crunch.

00:17:43.015 --> 00:17:44.797
And they have PTs everywhere.

00:17:44.836 --> 00:17:45.876
They have treatment tables,

00:17:46.137 --> 00:17:47.598
they have hypervolts,

00:17:47.659 --> 00:17:50.461
they have norma techs to anyone that

00:17:50.480 --> 00:17:51.362
doesn't know anything.

00:17:51.382 --> 00:17:52.342
They're like, hey,

00:17:52.742 --> 00:17:54.003
this is a physical therapist.

00:17:54.203 --> 00:17:55.025
Fine print says, no,

00:17:55.045 --> 00:17:57.445
that's a personal trainer that is cosplay

00:17:57.486 --> 00:17:58.207
as a.

00:17:59.167 --> 00:18:01.769
But there's there's a business model there

00:18:01.789 --> 00:18:03.490
because Crunch pays for those people to be

00:18:03.510 --> 00:18:03.691
there.

00:18:04.271 --> 00:18:07.094
They have people that show up that patient

00:18:07.213 --> 00:18:07.875
patients,

00:18:07.934 --> 00:18:08.934
the clients that they

00:18:09.675 --> 00:18:11.317
have built relationships with and so i

00:18:11.336 --> 00:18:12.778
think it's just showing there's a larger

00:18:13.038 --> 00:18:15.660
shift happening and gyms are taking

00:18:15.700 --> 00:18:18.321
advantage of it right next to major

00:18:18.402 --> 00:18:20.063
physical therapy practices it's like how

00:18:20.804 --> 00:18:22.325
how is this happening here like what's

00:18:22.464 --> 00:18:24.727
going on so i definitely think there's a

00:18:24.826 --> 00:18:26.627
unique opportunity it's happening in plain

00:18:26.688 --> 00:18:29.190
sight their cards are being shown and a

00:18:29.250 --> 00:18:30.651
lot of our professors looking at it and

00:18:30.691 --> 00:18:32.092
going but but but

00:18:32.632 --> 00:18:33.873
they're trying to say no when a lot

00:18:33.893 --> 00:18:35.414
of people in my opinion it sounds like

00:18:35.454 --> 00:18:37.196
yours should be saying yes and how do

00:18:37.237 --> 00:18:38.898
we collaborate going back to that

00:18:38.939 --> 00:18:40.619
collaboration piece you mentioned before

00:18:41.060 --> 00:18:42.281
yeah i want to say thanks to one

00:18:42.301 --> 00:18:43.923
of our sponsors because that's something

00:18:43.943 --> 00:18:44.984
you can do you can collaborate with

00:18:45.005 --> 00:18:46.807
sponsors uh the episode brought to you

00:18:46.846 --> 00:18:49.750
today by empower emr built specifically

00:18:49.769 --> 00:18:51.211
for physical therapy practices it's the

00:18:51.391 --> 00:18:54.734
only emr designed by pts to think like

00:18:54.755 --> 00:18:55.035
a pt

00:18:56.076 --> 00:18:57.176
see what makes them different at

00:18:57.196 --> 00:19:01.078
empoweremr.com all right uh hunter we're

00:19:01.098 --> 00:19:03.779
gonna do a quick three questions in a

00:19:03.859 --> 00:19:05.921
row the last one will be your parting

00:19:05.941 --> 00:19:08.962
shot but rapid fire questions number one

00:19:09.462 --> 00:19:11.223
why should physical therapists care about

00:19:11.344 --> 00:19:14.306
this conversation that we just had about

00:19:14.365 --> 00:19:17.307
things like communication collaboration uh

00:19:17.387 --> 00:19:19.489
branding you know saying it clearly why

00:19:19.788 --> 00:19:21.309
why should they care about this entire

00:19:21.349 --> 00:19:23.250
conversation this conversation is not on

00:19:23.270 --> 00:19:25.031
the syllabus at pt school but why should

00:19:25.051 --> 00:19:25.372
they care

00:19:26.040 --> 00:19:28.442
Yeah, because come January,

00:19:28.461 --> 00:19:30.402
they're going to have to when deductibles

00:19:30.442 --> 00:19:30.823
reset,

00:19:30.863 --> 00:19:31.843
when all of a sudden it's a lot

00:19:31.883 --> 00:19:33.962
harder to find patients and it's a lot

00:19:34.003 --> 00:19:36.064
harder to hit your numbers and you're

00:19:36.084 --> 00:19:37.484
going to be overwhelmed with Medicare,

00:19:37.805 --> 00:19:39.065
which some people love,

00:19:39.184 --> 00:19:39.884
some people loathe.

00:19:40.806 --> 00:19:42.645
But now's the time to start thinking about

00:19:42.665 --> 00:19:45.146
it and giving yourself a four week

00:19:45.247 --> 00:19:47.127
headstart maybe to start saying, hey,

00:19:47.407 --> 00:19:48.587
let's just throw stuff at the wall and

00:19:48.607 --> 00:19:50.209
see what sticks because we have openings

00:19:50.249 --> 00:19:51.009
on our schedule.

00:19:51.548 --> 00:19:52.909
We don't really have a clear path to

00:19:52.949 --> 00:19:53.329
fill it.

00:19:53.569 --> 00:19:54.589
What's the worst thing that can happen?

00:19:55.076 --> 00:19:57.459
No messaging, no margin, no margin,

00:19:57.558 --> 00:19:58.079
no mission.

00:19:58.559 --> 00:20:00.902
So now you see attention goes to your

00:20:00.981 --> 00:20:01.343
mission.

00:20:01.383 --> 00:20:02.903
It's not just about the bottom line.

00:20:02.923 --> 00:20:04.224
The bottom line feeds your mission.

00:20:04.605 --> 00:20:06.047
No message, right?

00:20:06.346 --> 00:20:09.049
No margin, no margin, no mission.

00:20:09.309 --> 00:20:09.930
Question two,

00:20:10.250 --> 00:20:12.011
what's something you believe that maybe

00:20:12.031 --> 00:20:13.933
the profession doesn't believe yet?

00:20:13.993 --> 00:20:15.816
What's something that Hunter knows to be

00:20:15.875 --> 00:20:17.037
true, believes to be true,

00:20:17.457 --> 00:20:19.419
that the profession isn't there yet on

00:20:19.439 --> 00:20:20.240
that you wish they were?

00:20:20.779 --> 00:20:20.940
Yeah.

00:20:21.180 --> 00:20:23.902
Supplements will not suddenly make you not

00:20:23.922 --> 00:20:25.041
a legit DPT.

00:20:25.241 --> 00:20:27.442
It's okay to recommend different

00:20:27.462 --> 00:20:28.284
supplements to people.

00:20:28.344 --> 00:20:30.964
It's okay to look into things like hormone

00:20:31.005 --> 00:20:31.805
replacement therapy,

00:20:31.825 --> 00:20:32.665
like things like that,

00:20:32.685 --> 00:20:34.205
that might actually benefit your patients.

00:20:34.767 --> 00:20:36.366
It's not going to suddenly put you on

00:20:36.386 --> 00:20:38.167
a watch list where the APTA will show

00:20:38.188 --> 00:20:39.068
up in your house and be like,

00:20:39.409 --> 00:20:41.450
you Googled this and we don't,

00:20:41.509 --> 00:20:42.971
this isn't on brand for us.

00:20:43.030 --> 00:20:44.490
Like give us your license.

00:20:44.550 --> 00:20:45.791
Like, no, just,

00:20:46.291 --> 00:20:47.073
Try and learn.

00:20:47.573 --> 00:20:48.513
And worst case,

00:20:48.534 --> 00:20:49.994
you might start seeing some patients

00:20:50.174 --> 00:20:53.238
actually really respect you for that.

00:20:53.298 --> 00:20:56.339
And you gain tertiary business from that.

00:20:56.980 --> 00:20:57.961
Yep.

00:20:58.001 --> 00:20:59.442
Last thing we do on the episode is

00:20:59.482 --> 00:21:00.344
called the parting shot.

00:21:00.364 --> 00:21:02.005
That's just your mic drop moment,

00:21:02.025 --> 00:21:03.125
your soapbox statement.

00:21:03.145 --> 00:21:04.507
What's the last thing you want to leave

00:21:05.488 --> 00:21:06.989
with the audience as we wrap up today?

00:21:07.088 --> 00:21:07.950
What's your mantra?

00:21:08.170 --> 00:21:08.769
What's the thing?

00:21:09.911 --> 00:21:13.894
Yeah, I think the thing is you...

00:21:16.641 --> 00:21:17.661
As a practice owner,

00:21:18.402 --> 00:21:19.642
you control your own destiny.

00:21:19.761 --> 00:21:22.163
You don't have to continue to be beholden

00:21:22.603 --> 00:21:24.022
to the way things have always been done.

00:21:24.743 --> 00:21:27.403
You can find the companies,

00:21:27.564 --> 00:21:28.484
find the resources,

00:21:28.625 --> 00:21:30.704
find the partners out there to help make

00:21:30.744 --> 00:21:32.665
twenty twenty six be a super successful

00:21:32.705 --> 00:21:35.307
year and not just have to feel like

00:21:35.326 --> 00:21:36.926
there's a gun to your head and you

00:21:36.967 --> 00:21:38.208
have to do the same thing over and

00:21:38.248 --> 00:21:38.647
over again.

00:21:39.335 --> 00:21:40.115
Yep.

00:21:40.236 --> 00:21:41.855
At PT Pinecast and the website,

00:21:41.895 --> 00:21:43.057
ptpinecast.com.

00:21:43.096 --> 00:21:43.817
Subscribe,

00:21:43.837 --> 00:21:45.298
share the episode with a colleague if you

00:21:45.337 --> 00:21:46.159
think it'll benefit.

00:21:46.598 --> 00:21:48.119
And don't forget to come hang out with

00:21:48.160 --> 00:21:49.500
us on PT Breakfast Club.

00:21:49.861 --> 00:21:53.222
We do want to do a PSA share

00:21:53.323 --> 00:21:54.784
for something that's close to my heart.

00:21:54.804 --> 00:21:55.624
That's Team Gleason.

00:21:56.144 --> 00:21:58.365
They're helping people live with ALS,

00:21:58.506 --> 00:22:00.686
stay independent with tech gear and real

00:22:00.707 --> 00:22:03.548
support from therapists, from technology,

00:22:03.607 --> 00:22:04.269
from industry.

00:22:04.868 --> 00:22:06.109
ALS takes a lot.

00:22:06.942 --> 00:22:08.343
Team Gleason gives something back.

00:22:08.403 --> 00:22:10.284
Support them at teamgleason.org.

00:22:10.584 --> 00:22:10.804
Hunter,

00:22:10.844 --> 00:22:12.244
if someone wanted to connect with you,

00:22:12.404 --> 00:22:13.484
where do you want them to go?

00:22:13.505 --> 00:22:16.026
What's the best route or routes to reach

00:22:16.105 --> 00:22:17.267
out to you?

00:22:17.527 --> 00:22:17.886
Yeah.

00:22:17.987 --> 00:22:18.487
LinkedIn.

00:22:18.586 --> 00:22:19.787
I'm super active on LinkedIn.

00:22:19.807 --> 00:22:21.508
I'm probably sickening to some people,

00:22:21.567 --> 00:22:22.448
but I'm there.

00:22:22.528 --> 00:22:24.148
So you can slide into the DMs.

00:22:24.189 --> 00:22:24.969
You can comment,

00:22:25.869 --> 00:22:27.190
do whatever you want there.

00:22:27.309 --> 00:22:28.750
And then my email, phone number,

00:22:28.790 --> 00:22:29.830
all that's listed there as well.

00:22:30.301 --> 00:22:32.103
the greatest fake physical therapist on

00:22:32.123 --> 00:22:33.384
the interwebs on LinkedIn,

00:22:33.403 --> 00:22:34.023
Hunter McWhorter.

00:22:34.324 --> 00:22:35.265
We'd love to have you back on the

00:22:35.285 --> 00:22:36.045
show next month.

00:22:36.125 --> 00:22:36.244
Well,

00:22:36.265 --> 00:22:37.486
maybe we'll do like a quick marketing

00:22:37.546 --> 00:22:39.426
update and see how twenty twenty six is

00:22:39.446 --> 00:22:40.307
going to play out for us.

00:22:40.327 --> 00:22:41.188
Hunter, thanks for the time, man.

00:22:41.208 --> 00:22:42.068
Yeah, thank you.