PT Breakfast Club - Behavior Change 101

WEBVTT

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That's Tony.

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I'm Jimmy.

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Dave's coming around somewhere.

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Good morning.

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It's Thursday, September fourth.

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This is PT Breakfast Club.

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Where do we start if we get

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a lot of different

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directions that we could go in?

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Yeah, you choose, man.

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I feel like I've been

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dominating the conversation lately.

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So, oh, yeah, I feel like, you know,

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my doctor told me to

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install a bar in my shower

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because I'm of that age.

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And that's what I did is

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that that's the mean that this is from.

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Right.

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You shared this.

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I did.

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Yeah, that's a good one.

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Like, we need more humor.

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We need more therapists sharing more humor,

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more funny memes, more video.

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I feel like we're so stuffy, stodgy.

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In fact, yeah, anyway,

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we need more humor in the

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profession facing the public.

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It happens in the clinic, I think,

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but it doesn't come out to the public.

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What about the flip side?

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I remember this is years ago.

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I think I was still in PT

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school and somebody was

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like sort of bagging on.

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Don't you hate when when

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patients do this and this and this?

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I feel like that.

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I don't know who that helps.

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You know what I mean?

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Yeah.

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Hey, Dave's here.

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Let's see how he's doing.

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He's rocking Sharon.

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He's chair rocking.

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I'm back on the cabin deck.

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Real quick,

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I know we're going to talk

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about a bunch of things,

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but one thing you guys are

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talking about bringing

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humor back into physical

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therapy or trying to

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instill it into physical

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therapy and what we do.

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I think we need more results.

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I think we need to focus on results

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only, because by doing that,

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I think we're focusing on the patient,

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the client.

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And Tony posted something

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today about Medicare

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physical therapy and government cheese.

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I think we're going to kind

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of get into a bunch of topics,

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but it brought up for me

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the two rows you can take.

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And I mean, whether now or future episodes,

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I think talking about results, like, yes,

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humor is great, social media and

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videos that Tony does.

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And yes,

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that would be great to have more

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patients and clients want

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to come back and continue

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their plan of care because

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of the humor aspect of it.

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But I think far too many

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practices across the country are just

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used to the insurance or

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medicare component of the

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billing and and the value

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exchange and it's hardly

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ever or not nearly focused

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enough around the results

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around a measurable result

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that the patient cares

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about that they agree to

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that they want to achieve

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and uh I would love to

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explore that well let's

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let's talk about it now

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because I don't think most

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clinicians and maybe I'm

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just you know assuming

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I don't think we're willing

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to really look at what the patient wants.

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What is the result the patient wants?

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I can tell you right now,

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my clinic is full almost

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every day with patients who

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don't necessarily want the

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result they say they want.

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They don't care if their

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shoulder feels better,

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their back feels better.

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They don't care if they can

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do more things functionally.

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In fact,

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When I lay out a plan that

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helps them achieve independence,

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it's not the plan they want.

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They want to occupy time.

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I mean,

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we see it on social media that most

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of my clients,

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they're coming for convenience.

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They're coming for enjoyment.

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That's what they're looking.

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Socialization.

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That's what they're looking for.

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You may be treating a very

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different clientele.

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You may be treating somebody

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who wants a physical result,

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a functional result.

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um you know but I just think

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that as clinicians we turn

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a blind eye to what the

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client actually wants and

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it's unfortunate but it's

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more about what we want

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what do I want to do as a

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therapist I don't care what

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you want as a patient

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you're here to serve me I'm

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not here to serve you

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that's the typical culture

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that I see in the profession

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Yeah,

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I worked at a few places where it was

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like almost predetermined

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based on what diagnosis

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that you had coming in,

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what was going to happen.

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And I felt it was a little

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bit like a carnival ride.

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Well, when you come in and you're in that,

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you sit in that car and

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then we'll put you on this

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track and we're really not going to vary.

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Might make the might make

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the car a different color.

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Right.

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We might try to like customize it,

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but it wasn't.

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So I think like step number

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one is understanding what

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you're what I think I'm

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hearing from both of you is

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understanding exactly what

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what the person that you

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want to see or you want to

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treat actually wants,

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whether they what are they looking for?

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And trust me,

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there's plenty of folks in

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New York City that have Medicare.

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They call us.

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It could be not medically necessary.

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We've talked about that a

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bunch going into the introductory call,

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the initial phone call.

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And if it's, you know,

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it's not a Medicare covered type service,

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but they want to use their Medicare.

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There's plenty of folks that

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still say no to us.

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almost the majority of the

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time uh and and we still

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have the the other uh

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subset of folks that say

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yes they kind of cover all

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of those you know paid

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leads and paid ads and all

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that type of stuff but um

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that's the difference

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between and it doesn't

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matter if the if the

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medicare beneficiary is in

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ohio near tony or they're

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in new york city near me it

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doesn't matter uh the difference is

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someone who wants to

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actually go a certain path

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and have kind of us as like

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a guide and build a

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treatment plan and they're

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serious about overcoming

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something they want to get

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back to something and yes

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there's folks that have

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more discretionary income

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arguably in new york city

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than most other states or

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zip codes but those folks

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are they they will act the

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same meaning they many want

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to use their in network

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insurance many of them in

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new york city want to use

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their medicare and it's the

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certain folks that

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want a certain path or they

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may or may not even want

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the outcome like Tony's talking about.

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But it's the folks, I was just, you know,

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as I was kind of shaving

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and brushing my teeth and

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getting ready for the show,

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I was thinking like, you know,

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the future of physical therapy,

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it's like we're at a split right now.

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Like it's like a fork in the

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road and you could continue,

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in my opinion,

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you could kind of take a lot

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of the insurances,

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including Medicare and all

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these things that kind of

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continue to get chopped in two percent,

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four percent, three percent, MPPR,

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all this other stuff.

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It's getting chopped and

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chopped and chopped.

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And I think in the future,

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because like right now,

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there's not a lot of

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practices that take

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Medicaid insurances and Medicaid payers.

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And I think in the future,

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I don't know at what year,

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but I think a lot of like

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Medicare Part B will be

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like that as well.

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Like I think a lot of

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practices will either just

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fall because they're never

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going to change or they're

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They actually focus on a

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measurable outcome upfront

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that the patient or the

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family or the client wants.

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They get agreement to that

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and the therapist or the

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therapy company lays out the plan.

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And then guys,

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it's so much easier to charge three grand,

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five grand, you know, payment plans.

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I mean, so many things can come from this,

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but if you're in the fork in the road,

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you can continue one way,

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and folks that don't want PT,

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like Tony kind of talks about,

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and that's fine.

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You can make a great, profitable,

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busy business doing that.

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But as payment continues to get squeezed,

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it's really, really,

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it becomes harder and

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harder to go down that road

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and the path of having more training,

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more kind of ethical sales

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and understanding, you know,

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focusing on like a result.

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It's not for everyone and

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not everyone's gonna pay three grand,

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five grand upfront or a

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third down upfront.

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If they have a Medicare or

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some in network insurance, I get it.

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But that's just my opinion.

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Like,

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I kind of think we're at a fork in

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the road and you have practices going,

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you know,

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out of network self-pay or the

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smaller micro practices.

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And then you have the bigger

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corporates that obviously

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are only going to stay in

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the network lane.

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But that's kind of where we're at.

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Yeah,

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I think even in an insurance-based model,

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that is so important,

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the alignment between what

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the therapist wants,

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what the patient wants,

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just to stem the burnout,

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to stem the frustration in

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the profession.

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I think most of us would

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probably accept the lower

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reimbursement from an

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insurance model if we were

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treating patients who

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valued and cared about what

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we were delivering.

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and this this goes to

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another post that I had

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shared where I said look

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the worst thing in the

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world is to have somebody

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in the clinic who does not

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value the effort that I'm

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putting in like I will run

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through a brick wall for

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somebody who wants what I

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am trying to deliver but

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for somebody who doesn't

00:08:23.605 --> 00:08:25.547
want it and they're wasting

00:08:25.586 --> 00:08:26.607
my time they're wasting

00:08:26.627 --> 00:08:27.528
their time they're not

00:08:27.627 --> 00:08:28.807
interested in the solution

00:08:28.827 --> 00:08:31.550
that I'm selling and to be paid less

00:08:32.442 --> 00:08:34.504
Like we only have so many levers to pull,

00:08:34.565 --> 00:08:34.764
right?

00:08:35.125 --> 00:08:37.128
I'll get paid more and allow

00:08:37.168 --> 00:08:38.448
you not to care about my

00:08:38.509 --> 00:08:39.850
life and my time and what

00:08:39.910 --> 00:08:41.131
I'm delivering to you.

00:08:41.532 --> 00:08:42.232
But I'm not going to get

00:08:42.273 --> 00:08:44.174
paid less and have somebody

00:08:44.195 --> 00:08:46.037
who doesn't want what I'm giving them,

00:08:46.417 --> 00:08:46.817
you know?

00:08:46.878 --> 00:08:48.419
And so these are the things

00:08:48.440 --> 00:08:49.259
that we need to balance.

00:08:49.279 --> 00:08:49.600
Go ahead.

00:08:50.597 --> 00:08:53.139
And the interesting thing is not always,

00:08:53.479 --> 00:08:54.938
and I don't want to, I don't want to,

00:08:54.958 --> 00:08:55.558
what am I going to say?

00:08:55.619 --> 00:08:56.179
What am I going to say?

00:08:56.240 --> 00:08:57.320
I don't want to look at that.

00:08:57.379 --> 00:08:58.860
David's Dave.

00:08:58.919 --> 00:09:00.980
Are you in a cracker barrel right now?

00:09:01.400 --> 00:09:01.701
Yes.

00:09:02.280 --> 00:09:03.000
A sidebar air.

00:09:03.361 --> 00:09:03.721
There we go.

00:09:03.761 --> 00:09:03.981
Crack.

00:09:04.261 --> 00:09:05.241
I'm not David Rubin.

00:09:05.261 --> 00:09:06.142
I'm not at a cracker barrel.

00:09:06.162 --> 00:09:06.822
Let me, let me take,

00:09:06.863 --> 00:09:07.663
let me give you a little bit.

00:09:07.722 --> 00:09:08.003
Look at it.

00:09:08.023 --> 00:09:08.263
Look at this.

00:09:08.322 --> 00:09:10.102
You are the cracker barrel guy.

00:09:10.543 --> 00:09:13.965
He's the cracker next to the barrel.

00:09:14.004 --> 00:09:15.205
I've been added back to the logo.

00:09:18.812 --> 00:09:19.052
All right.

00:09:19.273 --> 00:09:19.493
Really,

00:09:19.592 --> 00:09:20.813
really quick of what you were just saying,

00:09:20.874 --> 00:09:21.114
Tony.

00:09:21.174 --> 00:09:23.956
So like like morale and there you go.

00:09:23.996 --> 00:09:25.139
Cracker Barrel Physical Therapy.

00:09:25.739 --> 00:09:27.020
Jimmy made that last week, I think,

00:09:27.081 --> 00:09:30.823
on ChatGPT or some other some other AI.

00:09:32.546 --> 00:09:33.466
The thing you were just saying, Tony,

00:09:33.486 --> 00:09:36.409
about the the challenge of

00:09:36.470 --> 00:09:38.652
like burnout and physical

00:09:38.672 --> 00:09:39.312
therapists that are

00:09:39.393 --> 00:09:40.514
treating patients that.

00:09:41.235 --> 00:09:43.417
maybe don't want what they are offering.

00:09:43.817 --> 00:09:44.859
The patients don't want

00:09:45.239 --> 00:09:46.100
physical therapy or they

00:09:46.120 --> 00:09:47.081
don't actually want to come

00:09:47.120 --> 00:09:47.780
in and they're kind of

00:09:47.861 --> 00:09:48.883
showing up begrudgingly.

00:09:50.104 --> 00:09:51.926
Those are typically not always,

00:09:51.946 --> 00:09:52.947
but those are typically the

00:09:52.986 --> 00:09:54.927
types of folks that are insurance

00:09:56.009 --> 00:09:57.350
focused or insurance mindset.

00:09:57.370 --> 00:09:58.592
They wanna use their insurance.

00:09:59.253 --> 00:10:00.374
And those are typically the

00:10:00.434 --> 00:10:02.636
folks that won't ever pay out of pocket.

00:10:02.657 --> 00:10:03.538
They're not gonna pay three

00:10:03.557 --> 00:10:05.278
grand for their ankle sprain.

00:10:05.580 --> 00:10:06.320
They're not gonna pay five

00:10:06.360 --> 00:10:08.682
grand for their ACL rehab.

00:10:09.423 --> 00:10:11.144
They're not gonna pay a

00:10:11.284 --> 00:10:12.426
self-pay or an out of network.

00:10:13.254 --> 00:10:16.937
rate upfront or over time, out of pocket.

00:10:18.700 --> 00:10:19.600
The beautiful thing is the

00:10:19.640 --> 00:10:20.623
subset of folks that are,

00:10:21.243 --> 00:10:21.943
for whatever reason,

00:10:21.964 --> 00:10:23.706
they just have a different motivation,

00:10:23.725 --> 00:10:24.846
they have a different focus

00:10:24.866 --> 00:10:25.827
around their health and wellness,

00:10:26.568 --> 00:10:27.230
whether it's mountain

00:10:27.250 --> 00:10:28.191
biking or CrossFit or

00:10:28.230 --> 00:10:29.533
pickleball or whatever,

00:10:30.013 --> 00:10:31.033
those types of folks that

00:10:31.073 --> 00:10:32.596
wanna get back to a thing that's really,

00:10:32.655 --> 00:10:33.797
really meaningful to them,

00:10:34.951 --> 00:10:36.131
are typically the best patients.

00:10:36.152 --> 00:10:37.072
They pay out of pocket.

00:10:37.092 --> 00:10:38.753
They're okay with a self-pay rate.

00:10:39.432 --> 00:10:40.974
They are easier to work with.

00:10:41.014 --> 00:10:42.594
They cancel a no-show less often.

00:10:42.974 --> 00:10:44.995
They're typically better in

00:10:45.014 --> 00:10:46.154
terms of word of mouth and

00:10:47.075 --> 00:10:48.254
folks in the community who

00:10:48.735 --> 00:10:49.676
they have like a network of

00:10:49.716 --> 00:10:51.355
folks and they tell their

00:10:51.375 --> 00:10:52.576
friends and neighbors and

00:10:52.635 --> 00:10:53.756
their family members about

00:10:53.836 --> 00:10:54.517
the physical therapy

00:10:54.557 --> 00:10:55.336
practice and business.

00:10:55.376 --> 00:10:58.357
So that is the interesting

00:10:59.177 --> 00:11:00.057
dichotomy between these

00:11:00.138 --> 00:11:02.259
kind of like two kind of groups of

00:11:03.509 --> 00:11:04.350
physical therapy patients

00:11:04.370 --> 00:11:07.052
that we all see in my opinion.

00:11:07.072 --> 00:11:07.932
I don't know what you guys think.

00:11:08.033 --> 00:11:09.854
Yeah, no, we agree completely.

00:11:10.053 --> 00:11:11.115
Well, I said, we like,

00:11:11.335 --> 00:11:12.416
like I'm talking for Jimmy.

00:11:12.696 --> 00:11:13.375
Um,

00:11:13.416 --> 00:11:15.076
we haven't talked about this in a while,

00:11:15.136 --> 00:11:16.899
but if we go back, you know, it's,

00:11:16.979 --> 00:11:18.740
it's just basic business

00:11:18.980 --> 00:11:20.961
one-on-one it's like, all right,

00:11:21.100 --> 00:11:22.022
I've got a product.

00:11:22.381 --> 00:11:23.523
I want to sell this product.

00:11:23.562 --> 00:11:23.682
Now,

00:11:23.802 --> 00:11:25.485
I tend to be more of an exercise-based

00:11:25.504 --> 00:11:27.626
therapist or a manual-based therapist.

00:11:27.726 --> 00:11:28.567
Regardless,

00:11:29.168 --> 00:11:32.250
if I want to sell exercise as a solution,

00:11:32.291 --> 00:11:33.831
should I try to sell it to

00:11:33.851 --> 00:11:35.413
the person who hates exercise,

00:11:35.754 --> 00:11:37.355
who doesn't have a gym membership,

00:11:37.595 --> 00:11:38.635
who doesn't have a pair of

00:11:38.676 --> 00:11:40.216
tennis shoes or workout clothes?

00:11:40.256 --> 00:11:41.578
Like, no, that's absurd.

00:11:42.298 --> 00:11:44.001
why don't I focus my

00:11:44.101 --> 00:11:45.803
exercise-based solution to

00:11:45.845 --> 00:11:47.787
your problem to people who

00:11:47.826 --> 00:11:49.450
have already spent money on

00:11:49.590 --> 00:11:51.152
exercise I was looking at a

00:11:51.192 --> 00:11:52.453
treadmill online it's a

00:11:52.534 --> 00:11:53.897
fifteen thousand dollar

00:11:53.937 --> 00:11:55.578
treadmill and I'm like I

00:11:55.599 --> 00:11:56.500
think it's an order track

00:11:56.520 --> 00:11:57.481
or something it's beautiful

00:11:58.283 --> 00:12:00.184
Beautifully designed wood

00:12:00.225 --> 00:12:02.626
structure around it, like incredible.

00:12:03.027 --> 00:12:03.648
But I'm like,

00:12:03.888 --> 00:12:05.669
why are people paying fifteen

00:12:05.710 --> 00:12:06.910
thousand dollars to do what

00:12:06.931 --> 00:12:08.812
you could do for free outside?

00:12:09.472 --> 00:12:09.854
You know,

00:12:09.933 --> 00:12:12.436
and it's because they value that

00:12:12.495 --> 00:12:13.356
experience.

00:12:15.077 --> 00:12:16.019
I would never do it.

00:12:16.198 --> 00:12:16.960
I run every day,

00:12:17.000 --> 00:12:17.720
but I'm not going to spend

00:12:17.759 --> 00:12:18.961
fifteen thousand on treadmill.

00:12:19.000 --> 00:12:20.142
But there are people who do

00:12:20.261 --> 00:12:21.222
enough people that this

00:12:21.283 --> 00:12:23.105
company would produce this product.

00:12:23.565 --> 00:12:24.605
So, yeah, I agree.

00:12:24.645 --> 00:12:24.846
Like,

00:12:24.946 --> 00:12:27.227
I think we need to understand marketing,

00:12:27.268 --> 00:12:28.428
our target demographic.

00:12:28.489 --> 00:12:29.769
Who can we best serve?

00:12:30.190 --> 00:12:31.912
It's not anybody with insurance.

00:12:32.451 --> 00:12:33.133
And that's what the

00:12:33.173 --> 00:12:34.513
profession has been built on.

00:12:34.793 --> 00:12:35.714
The profession has been

00:12:35.734 --> 00:12:37.495
built on anybody with a

00:12:37.556 --> 00:12:38.596
pulse and insurance.

00:12:39.037 --> 00:12:40.197
My door is always open.

00:12:40.878 --> 00:12:42.239
But that's not who we should

00:12:42.278 --> 00:12:43.980
be focusing our time and effort on.

00:12:44.019 --> 00:12:45.201
And that's why we're burning

00:12:45.260 --> 00:12:46.400
our clinicians out,

00:12:46.922 --> 00:12:48.123
because we're forcing them

00:12:48.163 --> 00:12:49.884
to do things that nobody values.

00:12:49.964 --> 00:12:50.864
Nobody cares about.

00:12:50.965 --> 00:12:51.365
Nobody.

00:12:51.684 --> 00:12:52.985
Many people don't even want.

00:12:54.597 --> 00:12:56.841
Is that really the question is, you know,

00:12:56.880 --> 00:12:59.623
the world changes faster than culture.

00:13:00.264 --> 00:13:01.725
And by culture, I'm talking about,

00:13:01.845 --> 00:13:03.166
you know, the people in charge, right?

00:13:03.186 --> 00:13:06.249
The people who say, well, these kids today,

00:13:06.610 --> 00:13:07.730
those people run the

00:13:07.770 --> 00:13:08.692
companies because they

00:13:08.731 --> 00:13:09.673
started as the clinician

00:13:09.692 --> 00:13:10.613
and they built themselves

00:13:10.754 --> 00:13:11.955
up or they've now they're managed,

00:13:11.975 --> 00:13:13.216
they direct or they started their own.

00:13:14.826 --> 00:13:17.107
the world changes faster, how we get paid,

00:13:17.168 --> 00:13:18.009
what we get paid,

00:13:18.249 --> 00:13:20.409
and it's harder to move that ship.

00:13:20.450 --> 00:13:21.551
So how long does it take

00:13:21.571 --> 00:13:24.192
before those people cycle out?

00:13:24.331 --> 00:13:25.812
Do we have to wait that long

00:13:25.972 --> 00:13:27.072
or can you speed it?

00:13:27.293 --> 00:13:28.114
Can you speed it up?

00:13:28.533 --> 00:13:30.774
One would argue we have more

00:13:30.894 --> 00:13:32.416
access to information at

00:13:32.456 --> 00:13:33.677
our fingertips to see what

00:13:33.697 --> 00:13:34.616
everybody else is doing.

00:13:34.878 --> 00:13:36.278
We should change faster.

00:13:36.597 --> 00:13:37.979
I don't know if that's the case though,

00:13:38.078 --> 00:13:38.359
is it?

00:13:40.100 --> 00:13:41.520
Who specifically with change,

00:13:41.561 --> 00:13:43.201
the practices or the patients?

00:13:43.674 --> 00:13:44.855
I would say the practices

00:13:44.956 --> 00:13:45.755
are the ones that we could

00:13:45.816 --> 00:13:46.836
actually we could actually

00:13:46.876 --> 00:13:48.658
change fastest because it's

00:13:48.697 --> 00:13:49.818
fewer people and they're

00:13:49.918 --> 00:13:51.320
incentivized right like if

00:13:51.360 --> 00:13:52.059
I'm a practice that I'm

00:13:52.120 --> 00:13:53.740
going under and you say you

00:13:53.760 --> 00:13:54.861
have to change something

00:13:54.961 --> 00:13:56.101
and the answer is go write

00:13:56.142 --> 00:13:57.663
a long facebook you know

00:13:57.743 --> 00:13:59.443
post about how this sucks

00:13:59.484 --> 00:14:00.485
and call your congressman

00:14:00.825 --> 00:14:01.645
that person's going to be

00:14:01.686 --> 00:14:03.106
underwater but that person

00:14:03.187 --> 00:14:04.606
could elicit change faster

00:14:04.847 --> 00:14:07.028
than changing what everybody else wants

00:14:07.448 --> 00:14:08.469
You work for them.

00:14:08.568 --> 00:14:10.610
The clinic works for the market,

00:14:10.750 --> 00:14:11.931
not the other way around.

00:14:12.250 --> 00:14:14.292
But I feel like the system used to work.

00:14:14.631 --> 00:14:15.131
It used to work.

00:14:15.231 --> 00:14:16.413
I have a clinic and you have

00:14:16.432 --> 00:14:17.293
a bunch of licenses.

00:14:17.332 --> 00:14:17.753
Therefore,

00:14:18.092 --> 00:14:19.173
I'm your only route and you were

00:14:19.193 --> 00:14:19.913
told to come here.

00:14:20.214 --> 00:14:21.774
It's not that case anymore.

00:14:22.514 --> 00:14:23.556
Why is it taking so long to

00:14:23.635 --> 00:14:25.758
change is that's my question, I guess,

00:14:25.798 --> 00:14:27.119
which is we have access to

00:14:27.158 --> 00:14:28.519
all this information at this.

00:14:28.820 --> 00:14:30.120
We know we know this.

00:14:30.701 --> 00:14:30.961
You know,

00:14:30.981 --> 00:14:31.701
I work with research

00:14:31.761 --> 00:14:33.484
organizations and I love them.

00:14:33.803 --> 00:14:34.544
But my question is,

00:14:34.924 --> 00:14:35.865
do we more do we need more

00:14:36.206 --> 00:14:37.907
information or do we need more action?

00:14:38.187 --> 00:14:39.869
Do we need more information,

00:14:40.009 --> 00:14:41.730
research or more implementation?

00:14:42.051 --> 00:14:42.291
You know,

00:14:42.311 --> 00:14:44.032
the answer is action and implementation.

00:14:44.312 --> 00:14:45.393
Listen to the gurus,

00:14:45.432 --> 00:14:47.355
the really big business gurus,

00:14:47.654 --> 00:14:48.836
the ones who are honest or like,

00:14:48.916 --> 00:14:49.557
do you need another book?

00:14:50.264 --> 00:14:51.024
Do you need another course?

00:14:51.524 --> 00:14:52.666
Do you need another podcast?

00:14:53.385 --> 00:14:53.666
No.

00:14:54.166 --> 00:14:57.047
You need to do – what is the great line?

00:14:57.366 --> 00:14:59.067
Imperfect action is better

00:14:59.086 --> 00:15:00.008
than perfect plan.

00:15:00.028 --> 00:15:00.388
I don't know.

00:15:00.408 --> 00:15:01.347
I might have just made that one up.

00:15:01.368 --> 00:15:02.087
But you get the gist.

00:15:02.107 --> 00:15:02.889
Someone else said it better.

00:15:04.089 --> 00:15:05.448
But why is it – I'm curious.

00:15:05.509 --> 00:15:07.909
Why is it taking so damn long?

00:15:08.570 --> 00:15:10.191
Are we a slower profession?

00:15:11.530 --> 00:15:12.971
Is this across the board humans?

00:15:12.990 --> 00:15:14.131
I'm asking big questions.

00:15:14.231 --> 00:15:14.971
I just want your thoughts.

00:15:16.677 --> 00:15:17.479
What do you got, Tony?

00:15:17.558 --> 00:15:17.698
Yeah,

00:15:17.719 --> 00:15:18.999
I just wonder what the academic

00:15:19.038 --> 00:15:20.578
environment is these days.

00:15:20.700 --> 00:15:22.960
I mean, part of it is momentum, right?

00:15:23.340 --> 00:15:24.941
I've been in business twenty five years.

00:15:26.181 --> 00:15:26.980
You're going to try to

00:15:27.081 --> 00:15:30.221
overcome my momentum, my my history,

00:15:30.282 --> 00:15:31.263
what I've always done.

00:15:31.302 --> 00:15:32.623
It's just so much easier for

00:15:32.663 --> 00:15:34.303
me to fall back into the old patterns.

00:15:34.703 --> 00:15:35.323
Absolutely.

00:15:36.104 --> 00:15:38.044
Part two is, okay,

00:15:38.466 --> 00:15:40.866
what is influencing the next generation?

00:15:40.927 --> 00:15:42.687
Why are there not more young

00:15:42.868 --> 00:15:44.970
entrepreneurs coming into the profession?

00:15:45.190 --> 00:15:48.091
I feel like there are.

00:15:48.152 --> 00:15:48.631
Don't you?

00:15:48.731 --> 00:15:50.173
I feel like that part is changing.

00:15:50.232 --> 00:15:50.873
I don't see it.

00:15:50.932 --> 00:15:51.173
Really?

00:15:51.234 --> 00:15:51.614
All right.

00:15:52.114 --> 00:15:52.914
Not at scale.

00:15:52.975 --> 00:15:53.934
I don't see anybody coming

00:15:53.995 --> 00:15:55.755
out who wants to do something at scale.

00:15:55.796 --> 00:15:58.378
There are individuals who do

00:15:58.418 --> 00:15:59.479
amazing things.

00:15:59.798 --> 00:15:59.899
Now,

00:15:59.918 --> 00:16:01.639
you've got somebody like Josh Funk or

00:16:01.679 --> 00:16:02.519
something like that.

00:16:03.140 --> 00:16:03.941
And they are.

00:16:04.000 --> 00:16:05.042
They're doing stuff.

00:16:06.283 --> 00:16:07.643
But I still have to think

00:16:07.702 --> 00:16:10.445
the culture of the academic programs.

00:16:11.546 --> 00:16:13.187
All I hear in my social

00:16:13.226 --> 00:16:14.167
media feeds are the

00:16:14.226 --> 00:16:15.587
nightmare stories about

00:16:15.607 --> 00:16:17.589
what universities are like

00:16:17.629 --> 00:16:18.830
today compared to what they

00:16:18.850 --> 00:16:20.530
were like twenty years ago.

00:16:22.210 --> 00:16:23.951
I don't see anything useful

00:16:24.013 --> 00:16:25.575
business and healthcare

00:16:25.595 --> 00:16:28.018
coming out of what I see on social media.

00:16:28.118 --> 00:16:29.359
I'm not in universities.

00:16:29.980 --> 00:16:32.342
I can't speak to what the reality is.

00:16:33.171 --> 00:16:34.412
But that being said,

00:16:35.871 --> 00:16:37.232
I think we need influencers,

00:16:37.273 --> 00:16:38.474
we need people that are out

00:16:38.514 --> 00:16:39.354
in the profession.

00:16:40.254 --> 00:16:41.556
We know Jerry Durham and we

00:16:41.576 --> 00:16:43.716
know all these people that are out there,

00:16:44.096 --> 00:16:45.658
but I don't see the young

00:16:45.778 --> 00:16:47.078
ones out there really

00:16:48.418 --> 00:16:49.519
accepting the

00:16:49.539 --> 00:16:50.880
responsibility of what we've

00:16:50.921 --> 00:16:51.941
built and what we've turned

00:16:52.000 --> 00:16:52.822
into and saying, hey,

00:16:53.481 --> 00:16:55.124
I want to make a million dollars a year,

00:16:55.445 --> 00:16:56.105
and I want to do it

00:16:56.145 --> 00:16:57.567
delivering great patient care.

00:16:58.048 --> 00:17:00.451
I think I can match those two together.

00:17:00.892 --> 00:17:02.033
Let's figure this out.

00:17:02.815 --> 00:17:03.716
I just don't see that.

00:17:05.221 --> 00:17:05.481
Okay.

00:17:05.721 --> 00:17:07.682
There's a whole bunch of, yes, I agree.

00:17:07.762 --> 00:17:09.683
And also, first of all,

00:17:09.844 --> 00:17:12.605
the physical therapy programs,

00:17:12.684 --> 00:17:14.045
they attract a certain type of person.

00:17:14.404 --> 00:17:15.086
And in school,

00:17:16.185 --> 00:17:18.227
we are taught to work by ourselves.

00:17:18.287 --> 00:17:19.487
We take tests.

00:17:20.406 --> 00:17:21.248
If you share,

00:17:21.508 --> 00:17:22.968
if you collaborate during a test,

00:17:23.008 --> 00:17:24.128
it's called cheating, right?

00:17:24.189 --> 00:17:25.469
So there is no collaboration

00:17:25.509 --> 00:17:26.288
during physical therapy

00:17:26.308 --> 00:17:27.470
school until you get to

00:17:28.089 --> 00:17:29.590
the later years and you're

00:17:29.611 --> 00:17:30.931
doing group projects or whatever,

00:17:30.971 --> 00:17:33.672
but it attracts the type of person.

00:17:33.791 --> 00:17:34.932
And I think most of the healthcare,

00:17:34.972 --> 00:17:36.053
I think physicians

00:17:36.232 --> 00:17:37.114
definitely the same way.

00:17:37.894 --> 00:17:39.013
Physicians, physical therapists,

00:17:39.054 --> 00:17:39.855
probably nurses,

00:17:40.115 --> 00:17:41.795
but a lot of healthcare is

00:17:42.134 --> 00:17:42.996
the healthcare individual

00:17:43.016 --> 00:17:43.895
that's in school and then

00:17:43.935 --> 00:17:45.517
eventually a new grad or they're in the

00:17:46.317 --> 00:17:48.358
the working world, they're in a hospital,

00:17:48.378 --> 00:17:49.338
they're in a practice, whatever,

00:17:50.079 --> 00:17:51.500
they do not like to be wrong.

00:17:52.060 --> 00:17:53.502
Physical therapists, physicians,

00:17:53.962 --> 00:17:56.164
especially physicians, if you're watching,

00:17:56.525 --> 00:17:57.285
you guys know you always

00:17:57.305 --> 00:17:57.806
want to be right.

00:17:58.326 --> 00:17:59.967
And I think physical therapists,

00:17:59.987 --> 00:18:00.448
the same thing,

00:18:00.488 --> 00:18:01.407
like they always want to be right.

00:18:01.429 --> 00:18:02.209
They cannot be wrong.

00:18:02.288 --> 00:18:03.410
And the challenge of going

00:18:03.430 --> 00:18:05.351
from the insurance based practices

00:18:06.246 --> 00:18:07.287
to the out-of-network or

00:18:07.326 --> 00:18:08.267
self-pay practices is

00:18:08.887 --> 00:18:09.647
something I've mentioned

00:18:09.688 --> 00:18:11.869
before on the show, rejection.

00:18:12.390 --> 00:18:13.891
We get a ton of rejection.

00:18:13.990 --> 00:18:14.832
And because I've had a

00:18:14.932 --> 00:18:15.992
history in sales and

00:18:16.093 --> 00:18:17.073
selling gym memberships at

00:18:17.093 --> 00:18:18.294
LA Fitness one summer

00:18:18.314 --> 00:18:19.194
during college and

00:18:19.555 --> 00:18:20.776
different side projects and

00:18:20.816 --> 00:18:21.395
things like that,

00:18:23.057 --> 00:18:24.057
there's a lot of rejection.

00:18:24.157 --> 00:18:25.398
And so when you take network

00:18:25.459 --> 00:18:26.499
insurance and when you take

00:18:26.539 --> 00:18:27.940
Medicare Part B and you

00:18:27.960 --> 00:18:29.701
build those insurances or those payers,

00:18:30.342 --> 00:18:31.682
There's no rejection.

00:18:31.962 --> 00:18:34.544
There's maybe some partial

00:18:34.584 --> 00:18:35.565
rejection when they drop

00:18:35.644 --> 00:18:36.464
off after the second or

00:18:36.505 --> 00:18:37.266
third or fourth visit

00:18:37.286 --> 00:18:38.125
because the patient doesn't

00:18:38.145 --> 00:18:38.906
see any value.

00:18:39.186 --> 00:18:39.846
But they drop off.

00:18:39.866 --> 00:18:40.508
They stop coming.

00:18:40.867 --> 00:18:43.108
And it's like a soft backhand.

00:18:43.128 --> 00:18:45.269
You're not really offended.

00:18:45.309 --> 00:18:46.590
You say, oh, maybe they got hurt.

00:18:46.631 --> 00:18:47.671
Something happened with their family,

00:18:47.692 --> 00:18:47.951
whatever.

00:18:48.692 --> 00:18:51.712
but no one is uh typically

00:18:51.772 --> 00:18:52.932
in the healthcare world

00:18:53.313 --> 00:18:55.413
experienced or or has a

00:18:55.473 --> 00:18:57.054
background of absorbing

00:18:57.134 --> 00:18:59.095
rejection we I I was just

00:18:59.115 --> 00:18:59.894
following up by the way

00:18:59.934 --> 00:19:00.674
here's a here's a side

00:19:00.714 --> 00:19:01.855
story I was just following

00:19:01.875 --> 00:19:03.036
up with patients that were

00:19:03.115 --> 00:19:04.796
leads from this past year

00:19:05.115 --> 00:19:06.477
uh since I was here in blue

00:19:06.497 --> 00:19:07.457
ridge I had some extra time

00:19:07.477 --> 00:19:08.676
on my computer and I was

00:19:08.696 --> 00:19:09.478
following up with previous

00:19:09.518 --> 00:19:10.678
patients previous leads

00:19:10.738 --> 00:19:11.438
previous prospective

00:19:11.458 --> 00:19:12.999
patients that did not book

00:19:13.019 --> 00:19:14.338
with us did not proceed with us

00:19:16.057 --> 00:19:16.917
And I was sending texts and

00:19:16.958 --> 00:19:18.078
emails to some of these

00:19:18.159 --> 00:19:19.759
prospective patients and

00:19:19.778 --> 00:19:21.059
just kind of saying like, hey,

00:19:21.079 --> 00:19:22.160
we talked months ago and

00:19:22.420 --> 00:19:23.101
just checking in.

00:19:24.121 --> 00:19:24.721
I just want to make sure you

00:19:24.740 --> 00:19:25.481
got taken care of.

00:19:25.602 --> 00:19:26.701
I know you didn't start with us.

00:19:26.721 --> 00:19:27.481
That's totally cool.

00:19:27.501 --> 00:19:28.282
I just want to make sure you

00:19:28.303 --> 00:19:29.063
got taken care of.

00:19:29.623 --> 00:19:31.203
And one of these patients

00:19:31.683 --> 00:19:34.144
over text message started

00:19:34.164 --> 00:19:35.565
belligerently texting me back.

00:19:35.605 --> 00:19:36.365
I had to block the number.

00:19:36.405 --> 00:19:37.006
It was insane.

00:19:37.836 --> 00:19:39.376
Now I can absorb that all day.

00:19:39.416 --> 00:19:40.377
I eat that for breakfast and

00:19:40.417 --> 00:19:40.897
lunch and dinner.

00:19:41.038 --> 00:19:41.999
And I'm totally fine with that.

00:19:42.038 --> 00:19:43.500
I don't lose sleep or anything.

00:19:44.059 --> 00:19:45.601
And the patient had some

00:19:46.201 --> 00:19:47.582
probably psychosocial

00:19:47.741 --> 00:19:50.084
cognitive neuro component to maybe,

00:19:50.584 --> 00:19:51.243
I think a previous,

00:19:52.506 --> 00:19:53.886
TBI, traumatic brain injury or something.

00:19:53.926 --> 00:19:54.948
But I'm mentioning it

00:19:54.968 --> 00:19:56.848
because no one in

00:19:57.128 --> 00:19:58.970
healthcare is okay with rejection.

00:19:59.049 --> 00:20:01.291
No one is prepared for the rejection.

00:20:01.372 --> 00:20:02.653
And that is what is needed.

00:20:02.692 --> 00:20:03.894
That's one of the things that's needed,

00:20:03.933 --> 00:20:04.213
Jimmy.

00:20:04.733 --> 00:20:05.295
When we're talking about

00:20:05.335 --> 00:20:07.635
these micro or these solo

00:20:07.855 --> 00:20:10.018
self-pay practice owners that are growing,

00:20:10.057 --> 00:20:10.938
and I agree with Tony,

00:20:10.958 --> 00:20:11.699
there's not a lot of these

00:20:11.739 --> 00:20:13.180
folks across the country

00:20:13.200 --> 00:20:14.079
doing it at scale.

00:20:14.701 --> 00:20:16.761
But the rejection piece is huge.

00:20:16.801 --> 00:20:17.242
And that is,

00:20:17.583 --> 00:20:19.644
you have to get over that and

00:20:19.683 --> 00:20:21.244
experience that and live

00:20:21.265 --> 00:20:22.185
with it and sit with it.

00:20:22.846 --> 00:20:24.145
If you're self-pay or out of

00:20:24.185 --> 00:20:26.106
network compared to in

00:20:26.166 --> 00:20:27.287
network and Medicare and you just,

00:20:27.426 --> 00:20:28.307
you take every payer.

00:20:29.067 --> 00:20:29.728
Here's what I found.

00:20:29.887 --> 00:20:31.608
The inertia of success.

00:20:31.648 --> 00:20:33.209
Now we're talking about physics, right?

00:20:33.269 --> 00:20:34.048
Business owners who have

00:20:34.068 --> 00:20:35.009
been around for decades

00:20:35.430 --> 00:20:36.910
have already survived

00:20:37.009 --> 00:20:38.211
reimbursement changes.

00:20:38.330 --> 00:20:39.510
And that creates this belief.

00:20:39.550 --> 00:20:40.471
If it worked before,

00:20:40.891 --> 00:20:43.092
I'll just keep doing this and it'll,

00:20:43.271 --> 00:20:44.491
it'll eventually level out.

00:20:44.571 --> 00:20:46.292
Success hardens habits.

00:20:47.053 --> 00:20:47.733
Risk aversion,

00:20:47.753 --> 00:20:49.054
we've talked about that

00:20:49.134 --> 00:20:50.234
psychological belief.

00:20:50.275 --> 00:20:51.635
PT, very low margin,

00:20:51.996 --> 00:20:53.257
high compliance industry.

00:20:53.396 --> 00:20:54.738
Owners are often terrified

00:20:54.758 --> 00:20:55.557
of the downside.

00:20:55.919 --> 00:20:56.759
So what do we do when we're

00:20:56.798 --> 00:20:57.839
terrified of the downside?

00:20:58.079 --> 00:20:59.040
We white knuckle onto

00:20:59.060 --> 00:21:01.442
whatever it is that we know right now.

00:21:03.303 --> 00:21:04.344
Generational divide,

00:21:04.403 --> 00:21:06.045
younger PTs talk about cash pay,

00:21:06.085 --> 00:21:07.925
digital firsts, AI scribes,

00:21:08.266 --> 00:21:08.987
the things that come up.

00:21:10.047 --> 00:21:11.188
People have been around for a while,

00:21:11.208 --> 00:21:12.849
might see those as trendy or unproven,

00:21:12.910 --> 00:21:14.391
and therefore give them low

00:21:14.431 --> 00:21:16.153
value or look into them very,

00:21:16.192 --> 00:21:17.614
very infrequently as

00:21:17.653 --> 00:21:18.654
something that is not going

00:21:18.674 --> 00:21:19.916
to bring about a change.

00:21:20.436 --> 00:21:21.798
And then burnout exit

00:21:21.837 --> 00:21:23.099
horizon is what I found.

00:21:23.140 --> 00:21:24.039
If they're five to ten years

00:21:24.059 --> 00:21:24.721
from retirement,

00:21:25.121 --> 00:21:26.722
why take on the stress of

00:21:26.782 --> 00:21:27.763
reinventing their model?

00:21:27.963 --> 00:21:30.226
Just ride it into the ground.

00:21:30.385 --> 00:21:30.507
Yeah.

00:21:31.007 --> 00:21:32.327
This is safer, right?

00:21:32.448 --> 00:21:34.848
If it's three percent is my return,

00:21:34.868 --> 00:21:35.788
I'll take three percent

00:21:35.868 --> 00:21:37.009
over a risk of losing.

00:21:37.028 --> 00:21:37.990
There's loss aversion

00:21:38.049 --> 00:21:40.050
against there's there's the reasons,

00:21:40.230 --> 00:21:40.391
right?

00:21:40.631 --> 00:21:41.471
We sort of knew that,

00:21:41.510 --> 00:21:43.412
but it's good to see that

00:21:43.692 --> 00:21:44.912
it's confirmed because I

00:21:44.951 --> 00:21:45.692
have confirmation bias.

00:21:45.772 --> 00:21:48.834
All right.

00:21:48.854 --> 00:21:50.074
What's next on the docket?

00:21:50.855 --> 00:21:51.134
All right.

00:21:51.154 --> 00:21:51.954
We got to talk about tequila.

00:21:51.974 --> 00:21:54.536
Dave,

00:21:54.635 --> 00:21:56.237
did you I don't know if you can see it.

00:21:57.317 --> 00:21:58.938
Didn't we talk about this Tuesday?

00:21:59.690 --> 00:22:00.069
We didn't.

00:22:00.490 --> 00:22:03.051
We teased it.

00:22:03.133 --> 00:22:03.732
In the messages,

00:22:03.913 --> 00:22:05.094
I made the assumption that

00:22:05.693 --> 00:22:08.256
this was at a nice

00:22:08.296 --> 00:22:10.117
restaurant where typically

00:22:10.137 --> 00:22:11.739
there's like a wine cellar

00:22:11.818 --> 00:22:12.659
and you have a key and

00:22:12.699 --> 00:22:13.359
maybe someone at the

00:22:13.400 --> 00:22:14.540
restaurant holds the key or

00:22:14.641 --> 00:22:15.580
the customer holds the key

00:22:15.601 --> 00:22:16.281
and brings it in.

00:22:16.321 --> 00:22:18.022
And they're like, hey, go to go to,

00:22:18.143 --> 00:22:20.365
you know, I don't know,

00:22:20.484 --> 00:22:22.405
see twenty six or whatever, whatever,

00:22:22.445 --> 00:22:24.188
like the locket is or whatever,

00:22:24.208 --> 00:22:25.067
the little locker or whatever.

00:22:25.087 --> 00:22:25.808
I don't know what they call it.

00:22:26.189 --> 00:22:26.930
And it seems like the same

00:22:26.950 --> 00:22:28.030
type of thing for tequila.

00:22:28.070 --> 00:22:28.510
And Jimmy,

00:22:28.731 --> 00:22:31.934
you're saying that's fairly correct.

00:22:31.954 --> 00:22:32.855
Yeah, Tony shared this one.

00:22:32.915 --> 00:22:33.655
Yeah, it's like, you know,

00:22:33.715 --> 00:22:36.058
cigar clubs and scotch, you know,

00:22:36.138 --> 00:22:37.759
bourbon clubs and stuff like that,

00:22:38.240 --> 00:22:39.221
that sense of belonging.

00:22:39.241 --> 00:22:40.343
But why are you bringing it up here?

00:22:40.383 --> 00:22:42.084
What's the association

00:22:42.104 --> 00:22:42.565
you're going to make?

00:22:43.047 --> 00:22:44.887
So what's interesting about that photo,

00:22:44.929 --> 00:22:46.390
and this was my family and

00:22:46.509 --> 00:22:48.590
I went to a little local

00:22:48.651 --> 00:22:50.853
family owned Mexican restaurant.

00:22:51.614 --> 00:22:52.855
And I don't know, you know,

00:22:52.914 --> 00:22:55.276
New York and other bigger cities here,

00:22:55.797 --> 00:22:57.258
like you kind of have two options.

00:22:57.278 --> 00:22:58.598
You have American Mexican,

00:22:58.618 --> 00:23:00.180
which is like Chipotle and

00:23:00.220 --> 00:23:02.162
some of the national chains, Taco Bell.

00:23:02.902 --> 00:23:04.462
but then you have like real

00:23:04.482 --> 00:23:07.064
mexican um and most of the

00:23:07.223 --> 00:23:08.825
real mexican like I don't

00:23:08.884 --> 00:23:10.644
generally like real mexican

00:23:10.684 --> 00:23:12.865
food I like fake mexican I

00:23:12.925 --> 00:23:14.886
like american mexican real

00:23:14.926 --> 00:23:16.248
mexican I don't like the

00:23:16.288 --> 00:23:17.248
rice I don't like the

00:23:17.268 --> 00:23:18.709
refried beans I don't like

00:23:18.729 --> 00:23:21.490
a lot of the stuff but this

00:23:21.569 --> 00:23:22.750
was a very different

00:23:22.769 --> 00:23:24.131
experience now it was still

00:23:24.351 --> 00:23:26.352
pretty low cost I think

00:23:26.392 --> 00:23:28.292
like six of us probably ate

00:23:28.452 --> 00:23:29.393
a full meal for like

00:23:29.472 --> 00:23:31.334
seventy two dollars something like that

00:23:31.953 --> 00:23:34.474
yeah um we had cheese and

00:23:34.515 --> 00:23:35.734
queso and all this other

00:23:35.775 --> 00:23:37.695
stuff plus the meals but I

00:23:37.756 --> 00:23:39.415
saw that wall and I was

00:23:39.455 --> 00:23:40.576
like I've never seen

00:23:40.615 --> 00:23:41.777
something like this in any

00:23:41.817 --> 00:23:43.156
of the other family-owned

00:23:43.217 --> 00:23:44.837
restaurants clearly there

00:23:44.857 --> 00:23:46.397
were like individual names

00:23:46.438 --> 00:23:48.357
family names on next to

00:23:48.438 --> 00:23:49.739
each cubby there were

00:23:49.778 --> 00:23:50.798
different bottles and

00:23:50.818 --> 00:23:52.319
different things in each of

00:23:52.359 --> 00:23:54.339
those cubbies I didn't get

00:23:54.380 --> 00:23:57.201
to actually get the background on it um

00:23:57.921 --> 00:23:59.842
but it was something that

00:24:00.041 --> 00:24:02.163
played into what jeremy

00:24:02.202 --> 00:24:03.364
sutton had mentioned where

00:24:03.403 --> 00:24:04.183
he said you know hey

00:24:04.223 --> 00:24:04.923
there's a hundred and

00:24:04.944 --> 00:24:06.244
thirty dollar cup of coffee

00:24:06.285 --> 00:24:07.506
where if you buy this it's

00:24:07.526 --> 00:24:08.665
a membership to a local

00:24:08.685 --> 00:24:10.247
coffee shop I didn't

00:24:10.267 --> 00:24:11.827
realize panera has a

00:24:11.887 --> 00:24:13.048
monthly membership I think

00:24:13.068 --> 00:24:14.209
it's like fifteen dollars

00:24:14.229 --> 00:24:17.351
you can get unlimited refills from panera

00:24:18.270 --> 00:24:20.511
And we just go back to it's like, OK,

00:24:21.011 --> 00:24:22.512
how do I layer these things

00:24:22.692 --> 00:24:24.192
into my business?

00:24:24.333 --> 00:24:26.673
Not just to make more money, heaven forbid,

00:24:27.194 --> 00:24:28.795
but to actually improve the

00:24:28.835 --> 00:24:30.556
patient experience, you know?

00:24:30.615 --> 00:24:32.356
And so when I think about

00:24:32.557 --> 00:24:34.196
patients that are coming into my clinic,

00:24:34.897 --> 00:24:36.057
what can I do on a

00:24:36.137 --> 00:24:37.419
membership basis that

00:24:37.499 --> 00:24:39.460
genuinely improves their experience?

00:24:39.539 --> 00:24:40.400
Not OK,

00:24:40.839 --> 00:24:43.240
you get one session a month for two

00:24:43.260 --> 00:24:44.141
hundred and fifty dollar a

00:24:44.181 --> 00:24:44.842
month membership.

00:24:44.942 --> 00:24:46.362
I don't think that does anything.

00:24:46.923 --> 00:24:47.522
I think it's

00:24:48.838 --> 00:24:50.380
Is it access to something,

00:24:50.440 --> 00:24:51.401
priority scheduling?

00:24:51.461 --> 00:24:53.082
We talked about Jared, the plumber,

00:24:53.561 --> 00:24:55.022
who's all over social media.

00:24:55.123 --> 00:24:56.203
He charges forty nine

00:24:56.243 --> 00:24:57.184
dollars a month for a

00:24:57.265 --> 00:24:58.365
plumbing membership.

00:24:58.404 --> 00:24:59.205
And you're like,

00:24:59.246 --> 00:25:00.026
what the heck would I do

00:25:00.046 --> 00:25:01.426
with a plumbing membership?

00:25:01.988 --> 00:25:03.689
But you get priority scheduling.

00:25:04.028 --> 00:25:05.630
You get free maintenance

00:25:05.829 --> 00:25:06.891
like every quarter.

00:25:07.250 --> 00:25:09.873
You get two or three other services that,

00:25:10.353 --> 00:25:10.593
you know,

00:25:10.633 --> 00:25:12.433
the right consumer is going to want.

00:25:13.474 --> 00:25:14.496
How do we bring those

00:25:14.536 --> 00:25:15.895
membership models into what

00:25:15.915 --> 00:25:16.757
we're already doing?

00:25:19.602 --> 00:25:19.721
Well,

00:25:20.002 --> 00:25:21.625
so the thing with the restaurant and

00:25:21.644 --> 00:25:23.228
the tequila, I like the,

00:25:23.969 --> 00:25:25.611
do you notice how the names

00:25:25.651 --> 00:25:27.153
of the customers are on the

00:25:27.193 --> 00:25:31.200
little placards or the little,

00:25:31.220 --> 00:25:31.660
what do you call it?

00:25:32.942 --> 00:25:33.884
Like the little crests?

00:25:36.484 --> 00:25:38.846
So it could just say a number, right?

00:25:39.046 --> 00:25:40.125
I mean, it's awesome.

00:25:40.746 --> 00:25:41.186
Obviously,

00:25:41.287 --> 00:25:43.127
it says the name because it's a

00:25:43.167 --> 00:25:47.328
little bit of status and community.

00:25:47.470 --> 00:25:49.309
And I might recognize

00:25:50.111 --> 00:25:51.391
Jimmy's last name or I'd be like,

00:25:51.431 --> 00:25:53.271
oh my God, there's Jay McKay.

00:25:53.311 --> 00:25:54.633
I mean, that's gotta be Jimmy McKay.

00:25:54.712 --> 00:25:56.053
I'll take a picture,

00:25:56.073 --> 00:25:56.594
I'll send it to him and

00:25:56.614 --> 00:25:57.513
then I should join.

00:25:57.554 --> 00:25:58.835
And so, I mean,

00:25:58.855 --> 00:26:00.536
that's just genius on

00:26:00.596 --> 00:26:02.455
behalf of the restaurant.

00:26:02.476 --> 00:26:02.957
And also-

00:26:03.916 --> 00:26:04.678
You could buy any of those

00:26:04.698 --> 00:26:06.159
tequila bottles from

00:26:06.459 --> 00:26:08.039
whatever liquor distributor,

00:26:08.339 --> 00:26:10.061
and you could have it at your house.

00:26:10.582 --> 00:26:12.303
The fact that this is still

00:26:12.343 --> 00:26:14.444
a thing is genius for any restaurant.

00:26:14.785 --> 00:26:15.405
If I had a restaurant,

00:26:15.425 --> 00:26:16.566
I would absolutely do this.

00:26:16.645 --> 00:26:17.366
I would have wine,

00:26:17.567 --> 00:26:18.548
and I would have the tequila,

00:26:18.627 --> 00:26:21.369
or I would have lockers for anything,

00:26:21.730 --> 00:26:23.371
growlers that are, I don't know, whatever,

00:26:23.451 --> 00:26:23.771
anything.

00:26:24.172 --> 00:26:26.273
uh and so just imagine that

00:26:26.314 --> 00:26:27.454
as a funding source you

00:26:27.474 --> 00:26:28.816
know again I have no idea

00:26:28.875 --> 00:26:30.257
pricing but like they're

00:26:30.277 --> 00:26:31.678
beautiful they're elegant

00:26:31.718 --> 00:26:33.038
they look good they they're

00:26:33.078 --> 00:26:34.960
well designed what if they

00:26:35.000 --> 00:26:36.161
sold those for a thousand

00:26:36.181 --> 00:26:37.643
dollars a piece before the

00:26:37.682 --> 00:26:38.843
grand opening they have a

00:26:38.903 --> 00:26:40.163
hundred of them around the

00:26:40.224 --> 00:26:42.026
cl around the restaurant

00:26:42.326 --> 00:26:43.166
it's a hundred thousand

00:26:43.207 --> 00:26:44.327
dollars they just raised

00:26:44.508 --> 00:26:45.909
instantly before they even

00:26:46.009 --> 00:26:46.609
opened the door

00:26:47.309 --> 00:26:47.750
You know,

00:26:47.809 --> 00:26:49.991
like the there are so many

00:26:50.112 --> 00:26:51.573
opportunities for us.

00:26:52.034 --> 00:26:53.173
And like Dave said,

00:26:53.233 --> 00:26:54.555
what are you really selling?

00:26:55.016 --> 00:26:56.836
You're selling that spot.

00:26:56.916 --> 00:26:58.417
This is your brick in the

00:26:58.458 --> 00:27:00.199
walk to show that you

00:27:00.239 --> 00:27:01.740
contributed to this this

00:27:01.800 --> 00:27:02.820
restaurant opening.

00:27:03.241 --> 00:27:04.762
You've got your name up on the wall.

00:27:05.303 --> 00:27:08.026
Why does Paycor, like here in Cincinnati,

00:27:08.086 --> 00:27:10.749
it's the Paycor Convention Center,

00:27:10.788 --> 00:27:12.769
like why does Paycor pay to be up there?

00:27:12.810 --> 00:27:14.451
Because it's that recognition,

00:27:14.811 --> 00:27:17.535
that notoriety, and you're buying it.

00:27:17.634 --> 00:27:19.297
And I think consumers would do that.

00:27:20.529 --> 00:27:21.710
It's also like a mini

00:27:21.891 --> 00:27:23.351
self-storage because it

00:27:23.510 --> 00:27:25.172
makes the customer come back.

00:27:25.832 --> 00:27:26.132
True.

00:27:26.451 --> 00:27:27.593
That is the genius thing.

00:27:28.032 --> 00:27:29.032
I just, I gave,

00:27:29.153 --> 00:27:29.932
I wanted to float it out

00:27:29.972 --> 00:27:31.894
there and none of you guys took the bait,

00:27:31.913 --> 00:27:33.095
but I was saying I could

00:27:33.115 --> 00:27:34.275
buy one of these tequila

00:27:34.295 --> 00:27:35.775
bottles and it could be in

00:27:35.815 --> 00:27:37.816
my kitchen for when Jimmy

00:27:37.836 --> 00:27:39.257
or Tony eventually come and visit.

00:27:39.557 --> 00:27:40.557
And we can get it out at my

00:27:40.616 --> 00:27:42.478
home and I can pour you guys a glass.

00:27:43.218 --> 00:27:43.939
Or we could go to the

00:27:43.999 --> 00:27:46.342
restaurant and the fact

00:27:46.362 --> 00:27:47.522
that I have some mini

00:27:47.643 --> 00:27:48.683
temporary real estate that

00:27:48.703 --> 00:27:50.665
I'm renting or whatever the

00:27:50.705 --> 00:27:52.228
fee is per year or whatever.

00:27:52.948 --> 00:27:53.229
By the way,

00:27:53.249 --> 00:27:54.630
they probably sell it just like

00:27:54.690 --> 00:27:55.070
self-storage.

00:27:55.090 --> 00:27:55.570
They're probably like, oh,

00:27:55.611 --> 00:27:56.711
the first month or two is free.

00:27:57.113 --> 00:27:59.654
And then you get hooked because you're...

00:28:00.316 --> 00:28:01.356
bottled tequila is still there.

00:28:01.717 --> 00:28:02.797
And the restaurant, by the way,

00:28:02.856 --> 00:28:05.499
probably or maybe buys, you know,

00:28:05.759 --> 00:28:06.559
in bulk or whatever,

00:28:06.579 --> 00:28:07.619
they probably maybe they

00:28:07.640 --> 00:28:08.641
even sell you the bottle.

00:28:08.721 --> 00:28:09.921
So it's like you just you

00:28:09.961 --> 00:28:12.103
buy the little blocker and

00:28:12.143 --> 00:28:13.884
whatever tequila there and

00:28:13.903 --> 00:28:14.763
you don't even have to bring it in.

00:28:14.903 --> 00:28:16.125
Like it just shows up and

00:28:16.224 --> 00:28:17.405
it's your place there.

00:28:17.445 --> 00:28:17.546
But

00:28:18.105 --> 00:28:19.905
You know, you guys come to town, Jimmy,

00:28:19.946 --> 00:28:21.406
Tony, whoever else comes to town.

00:28:21.787 --> 00:28:23.346
I take you to this Mexican restaurant.

00:28:23.386 --> 00:28:24.387
I get a little bit of status,

00:28:24.407 --> 00:28:25.708
a little bit of ego, like, hey,

00:28:25.748 --> 00:28:26.567
here's my name on this

00:28:26.607 --> 00:28:28.028
placard and and this locker.

00:28:28.409 --> 00:28:29.689
And it makes the customer

00:28:29.749 --> 00:28:30.949
come back to the restaurant.

00:28:30.989 --> 00:28:32.210
That's the genius part of this.

00:28:32.250 --> 00:28:33.250
Who is the hero?

00:28:33.349 --> 00:28:34.930
I mean, I worked at a country club.

00:28:35.131 --> 00:28:36.230
It wasn't super fancy,

00:28:36.391 --> 00:28:37.391
but we sort of tried to

00:28:37.431 --> 00:28:38.590
make it fancy in my little

00:28:38.631 --> 00:28:39.832
hometown when I was in high school.

00:28:40.852 --> 00:28:43.374
and I was taught early you

00:28:43.413 --> 00:28:45.295
learn everybody's name you

00:28:45.335 --> 00:28:46.295
learn everybody's name

00:28:46.315 --> 00:28:47.236
because when they walk in

00:28:47.276 --> 00:28:48.376
and you see the tea cars

00:28:48.416 --> 00:28:50.038
walking in they feel like

00:28:50.258 --> 00:28:52.699
this when you say hello mr

00:28:52.719 --> 00:28:55.340
and mrs t car and it wasn't

00:28:55.361 --> 00:28:56.342
just for tips it was to

00:28:56.382 --> 00:28:57.501
create that environment

00:28:57.541 --> 00:28:58.202
which is what are you

00:28:58.242 --> 00:28:59.242
selling you're selling

00:28:59.824 --> 00:29:01.104
exclusivity it wasn't that

00:29:01.144 --> 00:29:03.125
expensive to belong but they had a limit

00:29:03.925 --> 00:29:04.807
could only have a certain

00:29:05.047 --> 00:29:06.208
number of members right

00:29:06.248 --> 00:29:07.288
food members and golf

00:29:07.308 --> 00:29:08.450
members so you tried to

00:29:08.490 --> 00:29:09.590
make that experience a

00:29:09.611 --> 00:29:10.991
little bit different and

00:29:11.152 --> 00:29:12.192
every once in a while

00:29:12.553 --> 00:29:14.134
people's heads got a little

00:29:14.153 --> 00:29:15.535
big and then as the wait

00:29:15.555 --> 00:29:16.496
staff we talked about it in

00:29:16.516 --> 00:29:17.856
the back but we were we

00:29:17.896 --> 00:29:19.157
were we were inflating

00:29:19.198 --> 00:29:20.638
their heads right that was

00:29:20.679 --> 00:29:21.480
the whole thing of the

00:29:21.579 --> 00:29:24.102
status is I'm a member I belong there

00:29:24.501 --> 00:29:25.702
And I think that's what this is.

00:29:26.042 --> 00:29:27.984
So before we get to Hilda's question,

00:29:28.005 --> 00:29:31.087
which I want to, we've talked about these,

00:29:31.127 --> 00:29:32.429
but I asked some AI,

00:29:32.489 --> 00:29:33.990
I dug in while you guys were talking,

00:29:34.390 --> 00:29:36.352
and these are the five membership models.

00:29:36.372 --> 00:29:37.153
I'll go through them really

00:29:37.192 --> 00:29:38.114
quickly because I don't

00:29:38.134 --> 00:29:39.394
think they need a lot of explanation.

00:29:39.775 --> 00:29:41.256
I asked five membership

00:29:41.296 --> 00:29:42.837
models for a physical

00:29:42.877 --> 00:29:43.678
therapy clinic that it

00:29:43.698 --> 00:29:45.000
could implement to make more money

00:29:46.144 --> 00:29:47.105
and improve patient

00:29:47.145 --> 00:29:48.048
experience it's got to do

00:29:48.107 --> 00:29:49.210
both right that's what

00:29:49.270 --> 00:29:50.092
that's what tony and dave

00:29:50.112 --> 00:29:51.193
were talking about so

00:29:51.233 --> 00:29:52.757
number one wellness and

00:29:52.978 --> 00:29:54.480
longevity membership tony

00:29:54.681 --> 00:29:55.603
you do that already right

00:29:56.758 --> 00:29:57.939
How much do you charge again?

00:29:58.138 --> 00:29:59.400
This was suggesting between

00:29:59.460 --> 00:30:00.161
fifty and one hundred and

00:30:00.181 --> 00:30:01.461
fifty for proactive

00:30:01.501 --> 00:30:02.942
services like injury screens,

00:30:02.963 --> 00:30:03.804
mobility classes,

00:30:03.844 --> 00:30:05.625
group strength sessions or

00:30:05.645 --> 00:30:06.946
periodic PT checkups.

00:30:07.247 --> 00:30:08.689
You also offer just access

00:30:08.709 --> 00:30:09.269
to the facility.

00:30:09.308 --> 00:30:09.849
That's what it is.

00:30:09.890 --> 00:30:10.009
Yeah,

00:30:10.049 --> 00:30:11.111
it's one hundred dollar a month

00:30:11.211 --> 00:30:12.211
access membership.

00:30:12.251 --> 00:30:13.232
So you can come in.

00:30:13.252 --> 00:30:14.634
It's only available to

00:30:14.673 --> 00:30:15.835
people who have already

00:30:15.875 --> 00:30:18.237
been physical therapy patients.

00:30:18.576 --> 00:30:20.159
But the greatest value of

00:30:20.239 --> 00:30:22.780
this is they're in my clinic two,

00:30:22.800 --> 00:30:23.642
three times a week.

00:30:24.162 --> 00:30:25.083
and so if I get a

00:30:25.123 --> 00:30:26.083
cancellation I get a

00:30:26.163 --> 00:30:27.403
no-show there's somebody in

00:30:27.463 --> 00:30:29.045
here it fills that spot

00:30:29.184 --> 00:30:31.406
instantly it eliminates the

00:30:31.507 --> 00:30:32.948
negative impact of no-shows

00:30:32.988 --> 00:30:34.868
and cancels which allows me

00:30:34.909 --> 00:30:35.990
then to turn around and say

00:30:36.009 --> 00:30:36.890
you know what if something

00:30:36.910 --> 00:30:38.191
comes up it's okay I'm not

00:30:38.211 --> 00:30:38.891
going to charge you a

00:30:38.912 --> 00:30:40.352
cancel fee I don't care if

00:30:40.372 --> 00:30:41.472
you come or not I want you

00:30:41.492 --> 00:30:42.713
to come but if you don't

00:30:42.753 --> 00:30:44.474
come I've got redundancy

00:30:44.494 --> 00:30:45.756
built in the system and I'm

00:30:45.796 --> 00:30:47.376
getting paid for that redundancy

00:30:47.768 --> 00:30:47.907
Now,

00:30:47.928 --> 00:30:48.968
we talked about the plumber

00:30:49.367 --> 00:30:51.269
subscription model, faster scheduling.

00:30:51.308 --> 00:30:53.009
If you don't think that's important,

00:30:53.368 --> 00:30:54.670
you've never had a plumbing emergency,

00:30:54.829 --> 00:30:55.029
right?

00:30:55.089 --> 00:30:56.170
Like you've never had one.

00:30:56.750 --> 00:30:57.890
This one I feel like should

00:30:57.910 --> 00:30:59.510
be or could be an upsell.

00:30:59.631 --> 00:31:01.250
I think it's a harder sell.

00:31:01.891 --> 00:31:03.172
It's an easier upsell.

00:31:03.192 --> 00:31:04.632
And the second was VIP

00:31:04.711 --> 00:31:06.392
access or concierge membership,

00:31:06.451 --> 00:31:07.792
an annual fee between three

00:31:07.813 --> 00:31:08.573
and six hundred dollars.

00:31:08.992 --> 00:31:10.133
You get faster scheduling,

00:31:10.192 --> 00:31:11.273
extended extended

00:31:11.294 --> 00:31:12.614
appointment times or maybe

00:31:13.413 --> 00:31:14.234
uh appointment times that

00:31:14.255 --> 00:31:15.135
are a little more popular

00:31:15.457 --> 00:31:17.439
direct email or text access

00:31:17.459 --> 00:31:18.319
like now you're selling

00:31:18.359 --> 00:31:19.000
things that don't

00:31:19.020 --> 00:31:19.981
necessarily cost you

00:31:20.041 --> 00:31:21.423
anything but but bring

00:31:21.462 --> 00:31:22.944
value or a quarterly

00:31:22.984 --> 00:31:24.886
performance review again

00:31:24.906 --> 00:31:26.388
you're selling access I was

00:31:26.429 --> 00:31:27.589
taught that a lot in radio

00:31:27.609 --> 00:31:28.211
like we didn't really

00:31:28.230 --> 00:31:29.511
didn't have a lot like we

00:31:29.531 --> 00:31:30.432
played music I can only

00:31:30.452 --> 00:31:32.035
play one song at a time you

00:31:32.055 --> 00:31:33.316
sold access or things you

00:31:33.355 --> 00:31:34.478
couldn't get somewhere else

00:31:34.778 --> 00:31:35.838
And I'll blow through the last three.

00:31:35.878 --> 00:31:36.839
Performance and sports

00:31:36.920 --> 00:31:38.099
optimization membership.

00:31:38.441 --> 00:31:40.102
A specific sports program.

00:31:40.342 --> 00:31:41.502
That's customization is what

00:31:41.522 --> 00:31:42.002
you're selling.

00:31:42.364 --> 00:31:43.865
Corporate or family memberships.

00:31:44.305 --> 00:31:46.987
Now you're selling a bundle.

00:31:47.027 --> 00:31:48.367
You're selling a group

00:31:48.407 --> 00:31:49.808
status instead of a locker

00:31:50.288 --> 00:31:51.190
filled with tequila.

00:31:51.269 --> 00:31:51.931
It's just a different

00:31:51.990 --> 00:31:53.112
audience and a different outcome.

00:31:53.791 --> 00:31:55.333
And then a digital hybrid membership.

00:31:55.673 --> 00:31:56.693
Why not sell something a

00:31:56.713 --> 00:31:58.914
little bit less for a little bit less?

00:31:59.675 --> 00:32:00.536
And that comes into play

00:32:00.557 --> 00:32:02.278
like with RTM or it could

00:32:02.298 --> 00:32:03.478
be something a little bit differently.

00:32:03.719 --> 00:32:04.979
But if you're not paying

00:32:04.999 --> 00:32:06.921
attention to what they like

00:32:07.060 --> 00:32:08.000
and what they value,

00:32:08.382 --> 00:32:09.321
you're going to keep selling,

00:32:09.942 --> 00:32:11.824
I don't know, ice to the Eskimos,

00:32:12.044 --> 00:32:13.585
which brings up Hilda's question.

00:32:13.684 --> 00:32:15.645
Hilda is out of Columbia, Maryland.

00:32:15.967 --> 00:32:17.186
She's a geriatric physical

00:32:17.227 --> 00:32:18.868
therapist and asks or she says,

00:32:19.249 --> 00:32:20.028
seniors with limited

00:32:20.068 --> 00:32:22.090
mobility don't value exercise and PT.

00:32:22.671 --> 00:32:24.374
Okay, let's say that's true.

00:32:25.035 --> 00:32:26.897
We know exercise and PT help a lot.

00:32:27.357 --> 00:32:28.180
What can be done to

00:32:28.961 --> 00:32:30.804
incentivize this demographic?

00:32:31.285 --> 00:32:33.488
Look, it looks like from her LinkedIn bio,

00:32:33.508 --> 00:32:34.589
she's been doing this for a while,

00:32:34.670 --> 00:32:36.472
and this is not a simple thing to solve.

00:32:36.833 --> 00:32:37.674
What would you guys say?

00:32:38.922 --> 00:32:41.103
Dave, can you reread it real quick,

00:32:41.123 --> 00:32:41.323
please?

00:32:41.682 --> 00:32:41.843
Yeah.

00:32:42.103 --> 00:32:42.803
Seniors with limited

00:32:42.823 --> 00:32:44.942
mobility don't value exercise and PT.

00:32:44.983 --> 00:32:46.923
We know these things help a lot.

00:32:47.564 --> 00:32:48.324
What can be done to

00:32:48.384 --> 00:32:51.505
incentivize or how do you reframe it?

00:32:51.545 --> 00:32:53.165
Do you offer tequila?

00:32:53.205 --> 00:32:54.726
I don't know if they like tequila.

00:32:54.806 --> 00:32:56.226
What do you offer to

00:32:56.266 --> 00:32:57.207
incentivize that

00:32:57.247 --> 00:32:58.707
demographic of older adults?

00:32:58.886 --> 00:32:59.886
Terribly important.

00:33:00.467 --> 00:33:01.928
The upside is tremendous.

00:33:02.367 --> 00:33:02.988
What do we do here?

00:33:04.701 --> 00:33:05.982
Yes, very easy.

00:33:06.522 --> 00:33:08.085
Hilda, I mentioned at the top of the show,

00:33:08.265 --> 00:33:09.285
you have to speak to the

00:33:09.305 --> 00:33:10.306
individual on the phone or

00:33:10.346 --> 00:33:11.846
in person about,

00:33:12.007 --> 00:33:13.188
and you have to dig and

00:33:13.268 --> 00:33:14.828
find what is the thing that

00:33:14.848 --> 00:33:15.329
they care about.

00:33:15.490 --> 00:33:16.329
Maybe there is no thing.

00:33:16.430 --> 00:33:17.211
And if there is no thing,

00:33:17.230 --> 00:33:17.691
then you're right.

00:33:17.770 --> 00:33:18.352
I agree with you.

00:33:18.392 --> 00:33:20.413
They will not pay or even

00:33:20.472 --> 00:33:21.973
want to do physical therapy

00:33:22.074 --> 00:33:23.535
because of the exercise and

00:33:23.974 --> 00:33:24.576
movement and all that,

00:33:24.635 --> 00:33:25.616
although they truly need it.

00:33:25.817 --> 00:33:26.676
You have to find something

00:33:26.958 --> 00:33:28.198
that they want to get back to,

00:33:28.358 --> 00:33:29.980
even if it was one or two years ago,

00:33:30.019 --> 00:33:30.400
maybe it's

00:33:30.720 --> 00:33:32.021
Five years ago, if it's, you know,

00:33:32.041 --> 00:33:32.501
if it's longer,

00:33:32.521 --> 00:33:33.242
it's going to be harder for

00:33:33.262 --> 00:33:33.884
them to get back to.

00:33:34.223 --> 00:33:35.586
You have to find what's the

00:33:35.625 --> 00:33:36.666
thing that lights them up.

00:33:36.686 --> 00:33:37.468
What's the thing that gets

00:33:37.488 --> 00:33:38.288
them out of bed in the morning?

00:33:38.328 --> 00:33:39.651
Maybe it's that individual

00:33:40.070 --> 00:33:41.413
walk into the library for

00:33:41.472 --> 00:33:44.016
community reading or it's

00:33:45.897 --> 00:33:46.638
What's some of the other

00:33:46.659 --> 00:33:50.201
things for geriatrics, like Rotary Club,

00:33:50.981 --> 00:33:54.045
like Kiwanis,

00:33:54.085 --> 00:33:55.125
any of those types of things

00:33:55.746 --> 00:33:57.847
that the individual wants to do?

00:33:57.887 --> 00:33:59.249
It could be playing dominoes

00:33:59.269 --> 00:34:00.388
or playing chess in the park.

00:34:00.849 --> 00:34:02.050
You have to find the thing

00:34:02.070 --> 00:34:03.392
that that person truly,

00:34:03.432 --> 00:34:04.192
truly cares about.

00:34:04.512 --> 00:34:05.153
If there's nothing,

00:34:05.212 --> 00:34:06.753
if they sit in front of the TV all day,

00:34:07.095 --> 00:34:08.936
then yeah, it's going to be a tough one.

00:34:08.956 --> 00:34:09.757
It's going to be a challenge.

00:34:10.217 --> 00:34:11.297
but you have to find that

00:34:11.556 --> 00:34:12.697
find something that they

00:34:12.737 --> 00:34:14.697
truly love to do and that

00:34:14.737 --> 00:34:16.038
they can't do or they

00:34:16.057 --> 00:34:16.978
haven't been able to do in

00:34:17.018 --> 00:34:18.818
three months or one year or

00:34:18.858 --> 00:34:20.079
whatever and then you have

00:34:20.099 --> 00:34:21.199
to agitate the problem you

00:34:21.219 --> 00:34:22.559
have to kind of well if you

00:34:22.579 --> 00:34:23.340
know you have to kind of

00:34:23.380 --> 00:34:25.039
agitate with while speaking

00:34:25.079 --> 00:34:25.960
to them in person or on the

00:34:25.981 --> 00:34:27.041
phone you have to agitate

00:34:27.081 --> 00:34:28.201
the problem so the problem

00:34:28.221 --> 00:34:29.380
is like well so you want to

00:34:29.400 --> 00:34:30.762
get back to walking to the

00:34:30.782 --> 00:34:31.802
park and playing chess in

00:34:31.842 --> 00:34:32.842
the park with your friends

00:34:32.882 --> 00:34:33.521
and you said you haven't

00:34:33.541 --> 00:34:34.322
been able to do that in

00:34:34.342 --> 00:34:36.123
three months how does that make you feel

00:34:37.010 --> 00:34:38.490
Like you have to pull emotions out of it.

00:34:38.710 --> 00:34:40.512
You have to agitate the problem.

00:34:40.972 --> 00:34:42.552
And then as you're talking to them more,

00:34:43.413 --> 00:34:44.273
you can kind of say like,

00:34:44.672 --> 00:34:45.253
here's the thing.

00:34:45.333 --> 00:34:45.972
I have a program.

00:34:46.474 --> 00:34:47.914
It's called Return to the Park.

00:34:48.474 --> 00:34:49.534
And yes,

00:34:49.574 --> 00:34:51.775
it includes some movement and exercise,

00:34:51.835 --> 00:34:52.675
manual therapy and some

00:34:52.715 --> 00:34:53.436
drills and all that.

00:34:53.896 --> 00:34:54.755
But you highlight the thing

00:34:54.775 --> 00:34:55.835
that they really care about

00:34:56.175 --> 00:34:58.456
and you lowlight the actual work.

00:34:58.896 --> 00:35:00.038
Just like Alex Hormozy says,

00:35:00.617 --> 00:35:01.778
you want to sell the trip.

00:35:01.838 --> 00:35:02.818
You want to sell Maui.

00:35:02.978 --> 00:35:03.780
You don't want to sell the

00:35:03.840 --> 00:35:05.300
plane flight to Maui.

00:35:05.380 --> 00:35:07.141
You want to sell Maui, the destination.

00:35:07.521 --> 00:35:08.302
Not like, oh,

00:35:08.362 --> 00:35:10.023
I got to pack my bag for a

00:35:10.083 --> 00:35:11.164
week and I got to make sure

00:35:11.184 --> 00:35:12.644
I got my sunscreen and my flip flops.

00:35:12.664 --> 00:35:13.405
And then I got to sit next

00:35:13.425 --> 00:35:15.166
to someone who is snoring

00:35:15.206 --> 00:35:16.766
on the plane and the plane's really long.

00:35:16.806 --> 00:35:18.367
And then the airplane food stinks.

00:35:18.387 --> 00:35:19.507
You don't want to sell that

00:35:19.628 --> 00:35:20.528
airplane flight.

00:35:20.568 --> 00:35:21.489
You want to sell Maui.

00:35:21.510 --> 00:35:22.570
You want to sell the destination.

00:35:22.909 --> 00:35:23.451
Same type of thing.

00:35:23.570 --> 00:35:24.351
Geriatric patient.

00:35:24.851 --> 00:35:25.371
I'm selling.

00:35:26.132 --> 00:35:27.032
Here's what lights you up.

00:35:27.072 --> 00:35:27.614
It's returning,

00:35:27.934 --> 00:35:28.815
walking back to the park to

00:35:28.835 --> 00:35:29.795
play chess with your friends.

00:35:30.096 --> 00:35:31.597
That's exactly what this program is about.

00:35:31.677 --> 00:35:33.219
It's twelve visits or it's

00:35:33.259 --> 00:35:34.340
twelve weeks and whatever,

00:35:34.380 --> 00:35:35.862
and it's three K, it's five K, whatever.

00:35:36.583 --> 00:35:37.103
Try that.

00:35:37.143 --> 00:35:38.985
That's exactly how physical

00:35:39.005 --> 00:35:39.545
therapists across the

00:35:39.585 --> 00:35:40.927
country are making thousands,

00:35:40.967 --> 00:35:41.527
tens of thousands,

00:35:41.568 --> 00:35:42.409
hundreds of thousands of dollars,

00:35:42.489 --> 00:35:43.369
millions of dollars in some

00:35:43.630 --> 00:35:45.251
cases by practices that are

00:35:45.371 --> 00:35:48.153
just selling a packaged result.

00:35:48.775 --> 00:35:49.536
based off of what the

00:35:49.576 --> 00:35:50.735
patient actually needs,

00:35:50.795 --> 00:35:52.858
then insurance and Medicare and all that,

00:35:52.898 --> 00:35:54.219
that becomes a little bit

00:35:54.358 --> 00:35:56.159
more of a secondary focus

00:35:56.219 --> 00:35:57.561
or less of a focus or less

00:35:57.621 --> 00:35:59.762
of a intent on like

00:36:00.001 --> 00:36:01.262
component of the sale

00:36:01.903 --> 00:36:02.684
focused on the result.

00:36:02.704 --> 00:36:04.704
Tony?

00:36:06.405 --> 00:36:07.965
same thing same thing it's

00:36:08.005 --> 00:36:09.646
just learning to speak the

00:36:09.726 --> 00:36:12.128
language you know classic

00:36:12.188 --> 00:36:13.909
example limited mobility

00:36:14.628 --> 00:36:16.811
value exercise pt yeah

00:36:16.851 --> 00:36:17.831
nobody cares about that

00:36:17.891 --> 00:36:19.771
stuff I mean we do because

00:36:20.172 --> 00:36:21.713
we're geeks about therapy

00:36:21.773 --> 00:36:23.954
but the general population

00:36:24.014 --> 00:36:26.735
does not when I run my my

00:36:26.856 --> 00:36:28.916
best performing video two

00:36:28.936 --> 00:36:29.898
videos right now

00:36:31.391 --> 00:36:33.355
One is about individuals who

00:36:33.474 --> 00:36:34.436
aren't strong enough to

00:36:34.516 --> 00:36:35.938
lift their walker into the

00:36:35.958 --> 00:36:36.759
back of their car.

00:36:37.259 --> 00:36:38.920
Typical four wheel rollator

00:36:38.960 --> 00:36:40.744
is like nineteen to twenty two pounds.

00:36:41.204 --> 00:36:42.085
They can't lift it.

00:36:42.385 --> 00:36:43.907
If they can't lift it, they can't use it.

00:36:43.947 --> 00:36:44.768
If they can't use it,

00:36:44.809 --> 00:36:46.010
they can't go out and do

00:36:46.030 --> 00:36:47.070
the things that they want to do,

00:36:47.190 --> 00:36:48.273
not come to therapy.

00:36:48.855 --> 00:36:50.556
don't care about that so

00:36:50.615 --> 00:36:52.177
like when I use the

00:36:52.237 --> 00:36:54.538
language I use it in such a

00:36:54.577 --> 00:36:56.940
way to explain look mom or

00:36:56.960 --> 00:36:58.641
dad they they they used to

00:36:58.681 --> 00:36:59.661
love going to the park or

00:36:59.681 --> 00:37:00.621
they used to love going

00:37:00.702 --> 00:37:02.202
shopping at kroger they

00:37:02.222 --> 00:37:03.182
can't do it because they

00:37:03.222 --> 00:37:05.083
can't lift the walker this

00:37:05.204 --> 00:37:07.105
is a ten pound walker and I

00:37:07.184 --> 00:37:09.065
show a woman lifting the

00:37:09.106 --> 00:37:10.887
ten pound walker and not

00:37:10.907 --> 00:37:12.047
being able to lift the

00:37:12.088 --> 00:37:13.108
twenty pound roll later

00:37:13.849 --> 00:37:15.731
The other one is the lift chair.

00:37:15.811 --> 00:37:15.971
Now,

00:37:16.110 --> 00:37:17.431
I understand these are both product

00:37:17.472 --> 00:37:19.974
videos, but still, I share the story.

00:37:20.114 --> 00:37:21.635
Everybody with an aging

00:37:21.675 --> 00:37:23.556
parent has had the story

00:37:23.597 --> 00:37:25.478
where mom or dad are on the floor.

00:37:25.818 --> 00:37:26.579
Maybe they fell.

00:37:26.760 --> 00:37:28.260
Maybe they slipped off the toilet.

00:37:28.280 --> 00:37:29.621
Maybe they slid off the couch.

00:37:29.641 --> 00:37:30.623
They were trying to get up.

00:37:30.643 --> 00:37:31.704
Their legs couldn't do it.

00:37:31.744 --> 00:37:33.045
They ended up on the floor.

00:37:33.465 --> 00:37:34.706
It's a non-emergency,

00:37:35.246 --> 00:37:36.788
but they can't get up.

00:37:37.148 --> 00:37:38.989
The spouse can't get them up.

00:37:39.490 --> 00:37:40.471
They know that.

00:37:41.251 --> 00:37:43.373
jimmy or dave or tony we

00:37:43.414 --> 00:37:44.414
have our own lives they

00:37:44.454 --> 00:37:45.454
know that we have kids we

00:37:45.494 --> 00:37:46.876
have jobs we have things we

00:37:46.896 --> 00:37:47.757
need to do they don't want

00:37:47.777 --> 00:37:49.117
to call us at three a.m in

00:37:49.157 --> 00:37:49.918
the morning when they're

00:37:49.938 --> 00:37:51.019
stuck on the ground so they

00:37:51.059 --> 00:37:52.019
spend the whole night on

00:37:52.061 --> 00:37:53.322
the ground they don't want

00:37:53.342 --> 00:37:54.782
to call paramedics they

00:37:54.802 --> 00:37:55.802
don't want to call ems

00:37:55.822 --> 00:37:56.463
because they know that

00:37:56.483 --> 00:37:57.605
they're busy putting out

00:37:57.644 --> 00:37:58.905
fires and dealing with real

00:37:58.965 --> 00:38:01.568
emergencies so the idea is

00:38:02.228 --> 00:38:03.590
when you find the story

00:38:03.630 --> 00:38:06.251
that resonates I know my mom

00:38:06.811 --> 00:38:07.893
would be laying on the

00:38:07.913 --> 00:38:09.693
ground blood gushing out of

00:38:09.733 --> 00:38:10.873
her head because she just

00:38:10.914 --> 00:38:12.434
tripped over the the area

00:38:12.474 --> 00:38:13.916
rug but she doesn't want to

00:38:13.936 --> 00:38:14.956
get rid of it and she

00:38:14.996 --> 00:38:15.737
doesn't think she has a

00:38:15.777 --> 00:38:17.458
balance problem I'm never

00:38:17.498 --> 00:38:19.018
going to convince her to do

00:38:19.159 --> 00:38:21.661
fall prevention because she

00:38:21.760 --> 00:38:22.942
is falling that's not

00:38:23.001 --> 00:38:23.702
something that's going to

00:38:23.742 --> 00:38:25.282
resonate with her you know

00:38:25.302 --> 00:38:26.324
so you've got to find the

00:38:26.384 --> 00:38:27.443
language that they

00:38:27.505 --> 00:38:28.824
understand that resonates

00:38:28.844 --> 00:38:30.606
with them one more example

00:38:30.666 --> 00:38:31.447
my mother-in-law

00:38:32.148 --> 00:38:34.170
We have to beg her to come in.

00:38:34.210 --> 00:38:35.510
Even though she's had falls,

00:38:35.891 --> 00:38:37.532
even though she's had injuries,

00:38:38.233 --> 00:38:40.394
she will not willingly come

00:38:40.514 --> 00:38:41.777
in to do exercise in the

00:38:41.797 --> 00:38:42.838
physical therapy clinic.

00:38:42.858 --> 00:38:44.139
You know what she'll come in to do?

00:38:44.759 --> 00:38:47.260
She'll come in to fold pillowcases.

00:38:47.661 --> 00:38:48.782
She loves folding.

00:38:48.802 --> 00:38:49.923
She loves laundry.

00:38:49.943 --> 00:38:52.606
She will stand at the plinth.

00:38:52.905 --> 00:38:54.248
We will mess up clean

00:38:54.288 --> 00:38:55.568
pillows just to give her

00:38:55.608 --> 00:38:57.389
something that she can fold

00:38:57.690 --> 00:38:58.652
for twenty minutes.

00:38:59.271 --> 00:39:00.952
but I could not get her to

00:39:00.992 --> 00:39:03.293
do standing exercises for twenty minutes.

00:39:03.733 --> 00:39:05.574
You know, so you bring that purpose,

00:39:05.614 --> 00:39:06.735
that function back in.

00:39:06.775 --> 00:39:07.695
That's why I'm saying the

00:39:07.735 --> 00:39:08.775
future physical therapy

00:39:08.815 --> 00:39:10.456
clinic is not going to look

00:39:10.496 --> 00:39:11.876
like what I have out there right now.

00:39:12.496 --> 00:39:13.496
It's going to be a shooting

00:39:13.536 --> 00:39:15.478
range where geriatric men

00:39:15.518 --> 00:39:16.838
and women can come to shoot

00:39:16.878 --> 00:39:18.559
guns because they want to

00:39:18.599 --> 00:39:20.039
work on their shoulder strength.

00:39:20.059 --> 00:39:21.360
They want to work on stability.

00:39:21.400 --> 00:39:22.800
They want to work on core.

00:39:22.820 --> 00:39:23.800
You want to work on core,

00:39:24.201 --> 00:39:25.782
shoot something with recoil

00:39:25.862 --> 00:39:27.782
and you'll feel your core engaged like

00:39:28.302 --> 00:39:29.403
they're going to be fishing

00:39:29.443 --> 00:39:30.583
clinics they're going to be

00:39:30.603 --> 00:39:32.005
you know construction or

00:39:32.105 --> 00:39:34.226
gardening like let's bring

00:39:34.326 --> 00:39:35.947
function back into what we

00:39:35.987 --> 00:39:37.047
do and that's the best way

00:39:37.068 --> 00:39:38.088
to do it you'll never have

00:39:38.128 --> 00:39:40.150
to convince anybody to pay

00:39:40.190 --> 00:39:41.130
a copay because they'll

00:39:41.210 --> 00:39:42.371
want to pay the copay

00:39:43.547 --> 00:39:45.307
Tony Meritato running for

00:39:45.367 --> 00:39:46.469
president of something in

00:39:46.568 --> 00:39:47.588
twenty twenty eight.

00:39:47.628 --> 00:39:48.190
But with that,

00:39:49.269 --> 00:39:50.331
let's shift gears a little bit.

00:39:50.431 --> 00:39:52.152
I saw this online because

00:39:52.211 --> 00:39:53.833
you we all click things and

00:39:53.893 --> 00:39:54.932
we're targeted with ads.

00:39:54.952 --> 00:39:55.914
This was on Facebook.

00:39:56.713 --> 00:39:58.755
This is an ad for chiropractors.

00:39:58.934 --> 00:39:59.635
And I must have clicked

00:39:59.655 --> 00:40:01.197
something that I'm on this list now.

00:40:01.757 --> 00:40:03.757
And they're essentially this

00:40:03.858 --> 00:40:05.219
company full script.

00:40:05.818 --> 00:40:07.639
is essentially offering they

00:40:07.659 --> 00:40:08.260
they understand their

00:40:08.320 --> 00:40:09.920
audience because what are

00:40:10.000 --> 00:40:11.041
what are the two words that

00:40:11.081 --> 00:40:12.101
are the only different

00:40:12.121 --> 00:40:13.041
color in the ad which is

00:40:13.121 --> 00:40:14.061
boost revenue so

00:40:14.101 --> 00:40:16.083
chiropractors boost revenue

00:40:16.543 --> 00:40:19.344
dispensing online this is

00:40:20.083 --> 00:40:21.204
man we're seeing a lot of

00:40:21.244 --> 00:40:22.224
this right especially with

00:40:22.244 --> 00:40:23.364
this maha movement right

00:40:23.425 --> 00:40:24.545
everything's about wellness

00:40:24.565 --> 00:40:25.945
and we're we're we're

00:40:25.985 --> 00:40:27.467
taking supplements so

00:40:27.567 --> 00:40:28.686
twenty thousand plus

00:40:28.726 --> 00:40:30.467
supplements you own the

00:40:30.588 --> 00:40:32.788
online store no inventory I

00:40:32.847 --> 00:40:33.608
didn't click it

00:40:34.409 --> 00:40:35.750
Because I don't know where

00:40:35.789 --> 00:40:36.650
that rabbit hole will go.

00:40:36.690 --> 00:40:37.612
Also, I didn't want more ads.

00:40:37.652 --> 00:40:39.753
But this feels a lot like, hey, listen,

00:40:39.793 --> 00:40:40.675
we have supplements.

00:40:40.954 --> 00:40:41.795
You have patience.

00:40:42.076 --> 00:40:43.797
We'll build you your own online store.

00:40:44.297 --> 00:40:44.998
You get a cut.

00:40:45.157 --> 00:40:46.259
We sell supplements.

00:40:48.201 --> 00:40:50.862
This feels pretty – the

00:40:50.922 --> 00:40:51.943
thing about people not

00:40:52.003 --> 00:40:55.146
liking supplements is I drive around.

00:40:55.186 --> 00:40:56.268
I say there's no way this is

00:40:56.288 --> 00:40:56.789
going to work.

00:40:57.644 --> 00:40:59.005
And then drive forty two

00:40:59.045 --> 00:41:00.025
minutes in any direction

00:41:00.065 --> 00:41:01.106
and you find a GNC,

00:41:01.746 --> 00:41:02.847
which is a store one

00:41:02.927 --> 00:41:04.746
thousand like to the gills.

00:41:04.806 --> 00:41:05.547
I don't think I've ever seen

00:41:05.567 --> 00:41:07.108
a GNC go out of business

00:41:07.967 --> 00:41:09.688
and highly regulated in

00:41:09.728 --> 00:41:11.248
terms of what you can say.

00:41:11.789 --> 00:41:12.068
Right.

00:41:12.309 --> 00:41:15.349
So is this just GNC in your clinic?

00:41:15.449 --> 00:41:17.090
Is the concept good enough?

00:41:17.871 --> 00:41:19.572
disregard whether you're

00:41:19.632 --> 00:41:21.333
liking or disliking of supplements.

00:41:21.353 --> 00:41:23.635
Like this feels like a pretty, this is,

00:41:23.916 --> 00:41:25.338
this is selling TheraBand

00:41:25.358 --> 00:41:27.119
and what you're doing with Joseph Lowe,

00:41:27.219 --> 00:41:27.418
right?

00:41:27.438 --> 00:41:29.181
This is enabling.

00:41:29.240 --> 00:41:30.762
Cause a lot of PT clinics would say,

00:41:30.822 --> 00:41:31.842
I don't know how to do it.

00:41:31.862 --> 00:41:32.983
And now it's kind of a separate thing.

00:41:33.264 --> 00:41:33.965
This is them saying,

00:41:33.985 --> 00:41:35.226
we're going to build you the website.

00:41:35.365 --> 00:41:36.126
This is when you,

00:41:36.706 --> 00:41:38.228
Leukemia lymphoma society says,

00:41:38.289 --> 00:41:39.190
we want you to fundraise

00:41:39.231 --> 00:41:39.972
for us and we'll get you in

00:41:39.992 --> 00:41:41.052
the New York city marathon.

00:41:41.313 --> 00:41:41.733
But you're like,

00:41:41.793 --> 00:41:42.735
I don't want to touch money.

00:41:42.795 --> 00:41:44.197
And like, I'll build you the website.

00:41:44.217 --> 00:41:45.639
We'll take the credit card transactions.

00:41:45.960 --> 00:41:48.143
This is simplification of this, right?

00:41:48.443 --> 00:41:50.266
Is this good, bad, or it's neither good,

00:41:50.306 --> 00:41:50.847
neither bad.

00:41:50.887 --> 00:41:52.831
It's just smooth business.

00:41:54.431 --> 00:41:56.150
Dave, what do you think?

00:41:56.170 --> 00:41:57.692
I mean, I'm fine with it.

00:41:57.791 --> 00:41:58.192
I like it.

00:41:58.251 --> 00:41:59.811
Haven't really done it or looked into it.

00:41:59.831 --> 00:42:00.992
I do get some cold emails.

00:42:01.012 --> 00:42:01.972
I'm sure Tony gets them as

00:42:02.012 --> 00:42:02.813
well from some of these

00:42:02.873 --> 00:42:04.112
other similar companies that are,

00:42:04.333 --> 00:42:05.152
I think one is called like

00:42:05.273 --> 00:42:06.514
OK Capsule or OK

00:42:06.534 --> 00:42:08.114
Capsule.com or Capsule.com,

00:42:08.153 --> 00:42:08.693
something like that.

00:42:09.393 --> 00:42:10.594
So I get messages just like

00:42:10.614 --> 00:42:11.514
this from these types of

00:42:11.554 --> 00:42:13.054
companies that are pitching

00:42:13.094 --> 00:42:13.795
kind of the same thing.

00:42:14.295 --> 00:42:15.936
At first, I'm kind of like, well...

00:42:16.635 --> 00:42:17.577
I get a little bit of bad

00:42:17.597 --> 00:42:18.637
taste in my mouth because it's like,

00:42:18.817 --> 00:42:20.097
I'm bringing my patients

00:42:20.117 --> 00:42:21.117
and clients to you guys.

00:42:21.177 --> 00:42:22.679
I'm basically bringing you customers.

00:42:22.739 --> 00:42:23.920
But then, like Jimmy said,

00:42:24.480 --> 00:42:25.320
they handle everything.

00:42:25.420 --> 00:42:26.701
I don't need inventory.

00:42:26.740 --> 00:42:28.242
I don't need things shipped to me.

00:42:28.302 --> 00:42:29.862
I don't have to ship the patients.

00:42:30.202 --> 00:42:31.242
They take care of everything.

00:42:31.382 --> 00:42:35.284
So it's kind of like free money in a way.

00:42:37.585 --> 00:42:38.445
These companies are going to say,

00:42:39.086 --> 00:42:41.248
just like Jimmy said, Vitamin Shop, GNC,

00:42:41.507 --> 00:42:42.949
these customers, these consumers,

00:42:43.429 --> 00:42:44.068
they're going to go out and

00:42:44.088 --> 00:42:45.269
buy some of this stuff anyway and

00:42:46.010 --> 00:42:47.510
you know, all of our families that I know,

00:42:47.610 --> 00:42:49.132
like all of my families and

00:42:49.192 --> 00:42:50.112
friends and like,

00:42:50.172 --> 00:42:51.152
everyone's doing like

00:42:51.193 --> 00:42:52.795
vitamin C or vitamin B

00:42:52.855 --> 00:42:54.335
twelve and like

00:42:54.376 --> 00:42:55.635
multivitamins and all that.

00:42:55.675 --> 00:42:58.237
Like a lot of folks are buying this stuff.

00:42:58.277 --> 00:42:59.978
Anyway, my parents buy glucose,

00:43:00.018 --> 00:43:00.679
meaning chondroitin.

00:43:00.719 --> 00:43:01.500
So I'm sure a lot of this

00:43:01.519 --> 00:43:03.762
stuff is on full script or

00:43:04.001 --> 00:43:05.902
any of these like supplement providers.

00:43:06.603 --> 00:43:08.764
So if you own a physical therapy practice,

00:43:09.485 --> 00:43:10.246
I think it makes sense.

00:43:10.266 --> 00:43:10.786
Like, why not?

00:43:10.867 --> 00:43:11.967
It's just extra money in

00:43:12.007 --> 00:43:14.309
terms of like cross cell down cell.

00:43:14.748 --> 00:43:14.949
It's

00:43:17.371 --> 00:43:20.516
Adjunctive or alternative supplements.

00:43:21.697 --> 00:43:22.518
Literally supplementary.

00:43:22.557 --> 00:43:25.681
Perfect.

00:43:25.702 --> 00:43:27.224
You could write these ads in your sleep.

00:43:27.443 --> 00:43:28.784
Are you over the age of sixty five?

00:43:28.945 --> 00:43:29.206
Yes.

00:43:29.465 --> 00:43:31.288
Do you have knees?

00:43:31.307 --> 00:43:31.349
No.

00:43:32.112 --> 00:43:32.773
Yes.

00:43:32.873 --> 00:43:34.596
Like you see these ads all the time.

00:43:34.655 --> 00:43:34.896
Right.

00:43:35.737 --> 00:43:37.659
Do they creak sometimes?

00:43:37.778 --> 00:43:38.199
Yes.

00:43:38.400 --> 00:43:39.501
Do you know that's bad?

00:43:39.922 --> 00:43:40.041
Well,

00:43:40.061 --> 00:43:41.422
that's where that's where I draw the

00:43:41.443 --> 00:43:41.704
line.

00:43:41.744 --> 00:43:41.943
Right.

00:43:41.983 --> 00:43:42.684
When you're when you're when

00:43:42.704 --> 00:43:43.425
you're making when you're

00:43:43.445 --> 00:43:44.666
making statements like that.

00:43:44.686 --> 00:43:45.628
But like if you have knee

00:43:45.668 --> 00:43:46.588
pain and you're saying

00:43:46.628 --> 00:43:48.331
taking chondroitin or

00:43:48.490 --> 00:43:50.893
whatever fish oil and you feel better.

00:43:52.554 --> 00:43:53.175
That's fine.

00:43:53.255 --> 00:43:54.715
As long as you're not making

00:43:54.755 --> 00:43:57.438
claims that are outside the

00:43:57.597 --> 00:43:59.059
scope of being proven.

00:43:59.099 --> 00:43:59.800
But if you're like, hey,

00:44:00.521 --> 00:44:02.362
four out of five dentists agree.

00:44:02.501 --> 00:44:04.103
I got a buddy who's a dentist.

00:44:04.123 --> 00:44:04.344
He's like,

00:44:04.403 --> 00:44:05.525
I've never been asked about any

00:44:05.565 --> 00:44:06.405
toothpaste whatsoever.

00:44:06.465 --> 00:44:07.586
But apparently a lot of my

00:44:07.626 --> 00:44:08.206
colleagues have.

00:44:08.286 --> 00:44:08.807
Tony,

00:44:08.827 --> 00:44:10.068
what were you going to say before I

00:44:10.108 --> 00:44:11.269
bring up that graphic that you shared?

00:44:12.045 --> 00:44:13.925
Yeah, it's one of those things, you know,

00:44:14.306 --> 00:44:15.788
what resonates with you?

00:44:15.887 --> 00:44:17.027
This is kind of,

00:44:17.168 --> 00:44:18.710
we can see this in lots of different,

00:44:18.730 --> 00:44:19.650
it could be equipment,

00:44:19.730 --> 00:44:21.070
it could be supplements,

00:44:21.090 --> 00:44:21.931
it could be whatever.

00:44:23.132 --> 00:44:25.054
I know for me and my clinic,

00:44:25.153 --> 00:44:27.074
my bias as a clinician,

00:44:27.255 --> 00:44:28.215
I tend to think most of

00:44:28.255 --> 00:44:30.257
what I see in the clinic is not injury.

00:44:30.657 --> 00:44:32.099
There are very few injuries

00:44:32.119 --> 00:44:33.420
that I actually see in the clinic.

00:44:33.460 --> 00:44:34.239
I get excited,

00:44:34.300 --> 00:44:35.521
like my heart beats a little

00:44:35.561 --> 00:44:37.061
faster when I see a genuine

00:44:37.141 --> 00:44:39.344
injury that I can actually help.

00:44:39.963 --> 00:44:41.746
everything that I see for

00:44:41.786 --> 00:44:44.367
the most part is lifestyle decline.

00:44:44.467 --> 00:44:45.809
I'm going to call it lifestyle decline.

00:44:45.829 --> 00:44:47.411
So it's like, yeah, okay,

00:44:47.431 --> 00:44:48.711
a little bit of vitamin D,

00:44:48.751 --> 00:44:49.972
preferably from the sun.

00:44:50.112 --> 00:44:51.554
If you're afraid of the sun,

00:44:51.693 --> 00:44:52.954
go supplement with vitamin D,

00:44:53.074 --> 00:44:54.677
a little bit of fish oil.

00:44:54.737 --> 00:44:55.978
There's no known dose that's

00:44:55.998 --> 00:44:56.697
the right dose.

00:44:56.717 --> 00:44:57.920
We just know it's probably

00:44:57.980 --> 00:44:59.380
anti-inflammatory in nature

00:44:59.400 --> 00:45:00.101
and a good fat.

00:45:00.681 --> 00:45:01.822
And then usually some sort

00:45:01.862 --> 00:45:03.224
of gelatin-based supplement

00:45:03.244 --> 00:45:04.324
to get the protein in if

00:45:04.364 --> 00:45:05.346
you're not eating enough

00:45:05.445 --> 00:45:06.507
protein in general.

00:45:06.706 --> 00:45:07.827
Those are my go-tos.

00:45:08.347 --> 00:45:08.467
Now,

00:45:08.648 --> 00:45:10.989
I don't think there's enough margin in

00:45:11.048 --> 00:45:13.550
that for me to make recommendations.

00:45:13.590 --> 00:45:15.090
But I think Alex Hermosi,

00:45:15.471 --> 00:45:16.391
like a big thing that he

00:45:16.411 --> 00:45:17.931
started with was supplements.

00:45:18.012 --> 00:45:19.532
And it wasn't like, hey,

00:45:19.552 --> 00:45:20.532
would you like to do this?

00:45:20.572 --> 00:45:21.594
It was, OK,

00:45:22.434 --> 00:45:23.434
you just told me you want to

00:45:23.474 --> 00:45:24.695
put on ten pounds of muscle.

00:45:25.114 --> 00:45:26.175
This is what you're going to buy.

00:45:27.016 --> 00:45:28.336
and it's like it just you

00:45:28.456 --> 00:45:29.797
automatically write it up

00:45:29.876 --> 00:45:30.976
give them the order slip

00:45:30.996 --> 00:45:31.898
and they're giving you the

00:45:31.918 --> 00:45:33.137
credit card there is no

00:45:33.217 --> 00:45:34.898
like well do you want this

00:45:34.938 --> 00:45:36.159
and it's not really proven

00:45:36.199 --> 00:45:37.219
and clinically there's no

00:45:37.278 --> 00:45:38.380
research to support it like

00:45:38.420 --> 00:45:39.659
that's where we live as

00:45:39.719 --> 00:45:41.981
clinicians so that being

00:45:42.061 --> 00:45:43.922
said I created the graphic

00:45:43.961 --> 00:45:44.661
you're going to show

00:45:45.661 --> 00:45:48.445
Um, it's just, we know that, okay,

00:45:49.005 --> 00:45:50.567
even if there's no value in

00:45:50.586 --> 00:45:52.228
the product itself, right?

00:45:52.728 --> 00:45:54.289
The fact that somebody is

00:45:54.349 --> 00:45:55.811
willing to buy something,

00:45:55.911 --> 00:45:57.331
a physical product is a

00:45:57.452 --> 00:46:00.394
commitment for themselves to say, Hey,

00:46:00.474 --> 00:46:01.635
I'm taking this serious.

00:46:02.177 --> 00:46:02.797
I go to school.

00:46:02.996 --> 00:46:03.918
I buy the textbooks.

00:46:04.358 --> 00:46:06.199
I go, you know, start a new job.

00:46:06.360 --> 00:46:07.320
I buy the uniform.

00:46:07.360 --> 00:46:09.043
Like these are things you do.

00:46:09.463 --> 00:46:10.563
And if a patient's coming to

00:46:10.603 --> 00:46:12.585
me back to don't waste my time.

00:46:13.146 --> 00:46:14.726
if you really want to make a

00:46:14.788 --> 00:46:17.570
change show yourself don't

00:46:17.610 --> 00:46:18.931
show me show yourself that

00:46:18.951 --> 00:46:19.592
you're going to make that

00:46:19.612 --> 00:46:20.992
change by committing some

00:46:21.052 --> 00:46:23.135
sort of capital buy

00:46:23.195 --> 00:46:24.795
something and so this is a

00:46:24.916 --> 00:46:25.797
simple you know we're

00:46:25.836 --> 00:46:26.657
experimenting with

00:46:26.697 --> 00:46:28.159
something like this as a mock-up

00:46:28.900 --> 00:46:30.221
Got the products that you love.

00:46:30.481 --> 00:46:32.141
I'm not saying these are the ones I love.

00:46:32.382 --> 00:46:33.282
QR codes.

00:46:33.382 --> 00:46:35.043
You rip it off like a referral pad.

00:46:35.063 --> 00:46:36.045
You give it to the patient.

00:46:36.105 --> 00:46:37.545
Let them go buy it on Amazon

00:46:37.606 --> 00:46:38.786
if you don't want to earn

00:46:38.827 --> 00:46:40.628
the profit selling products.

00:46:41.347 --> 00:46:43.429
But the whole idea here is I

00:46:43.469 --> 00:46:45.311
think this one thing would

00:46:45.351 --> 00:46:46.731
improve patient outcomes

00:46:47.211 --> 00:46:48.273
because it improves the

00:46:48.313 --> 00:46:50.114
commitment or the buy-in on

00:46:50.134 --> 00:46:50.994
the patient side.

00:46:53.072 --> 00:46:53.251
Yeah,

00:46:53.311 --> 00:46:55.313
just as we're talking about supplements,

00:46:57.213 --> 00:46:58.833
Scott says- You got hit with another one?

00:46:59.414 --> 00:46:59.594
Yeah,

00:46:59.733 --> 00:47:01.574
nutraceuticals for physical therapy

00:47:01.614 --> 00:47:02.255
practices.

00:47:02.315 --> 00:47:04.815
Like whoever this is, Lasso Wellness,

00:47:05.735 --> 00:47:08.016
is literally saying like, we offer this.

00:47:08.076 --> 00:47:10.556
These are for physical therapy practices.

00:47:11.576 --> 00:47:12.577
No financial investment,

00:47:12.597 --> 00:47:14.077
so you don't have to hold inventory.

00:47:14.639 --> 00:47:15.940
This person did exactly what

00:47:15.960 --> 00:47:16.599
we're just talking about

00:47:16.619 --> 00:47:17.440
with that Cairo thing.

00:47:17.860 --> 00:47:18.862
But specifically,

00:47:19.123 --> 00:47:20.543
this is the PT version of that.

00:47:20.623 --> 00:47:21.925
Stand out in a competitive market,

00:47:22.264 --> 00:47:25.947
recurring revenue, ordering via QR code.

00:47:26.768 --> 00:47:28.510
These are all the objections, right?

00:47:29.050 --> 00:47:30.972
Well, I don't want to take the hit.

00:47:30.992 --> 00:47:31.811
I want to spend three grand

00:47:31.831 --> 00:47:32.472
a whole inventory.

00:47:32.632 --> 00:47:33.612
Nope, don't have to do that.

00:47:33.672 --> 00:47:35.032
Well, it's super complicated.

00:47:35.132 --> 00:47:36.512
Tony just showed a quick graphic.

00:47:37.333 --> 00:47:39.054
They're saying here, order by QR code,

00:47:39.333 --> 00:47:40.353
third party fulfillment,

00:47:40.454 --> 00:47:41.735
drop shipped recurring

00:47:41.775 --> 00:47:42.614
revenue opportunities.

00:47:42.934 --> 00:47:43.675
Is the juice worth the

00:47:43.715 --> 00:47:44.815
squeeze of me even bringing

00:47:44.856 --> 00:47:46.016
this to my clinicians or my

00:47:46.335 --> 00:47:46.976
or my patients?

00:47:47.356 --> 00:47:48.536
And then why would I do that?

00:47:48.597 --> 00:47:49.536
Stand out in the competitive

00:47:49.577 --> 00:47:50.476
market like the person who

00:47:50.496 --> 00:47:52.318
created the site under understood.

00:47:52.338 --> 00:47:53.157
I don't know who they are,

00:47:53.538 --> 00:47:54.818
but they understood who they were,

00:47:54.858 --> 00:47:55.239
at least.

00:47:55.818 --> 00:47:57.559
trying to sell oh it's ron

00:47:57.639 --> 00:47:59.161
ron is uh doesn't say what

00:47:59.201 --> 00:48:01.862
he is for the record though

00:48:01.922 --> 00:48:03.623
scott scott shared this

00:48:03.682 --> 00:48:05.063
link with us like this is

00:48:05.103 --> 00:48:06.204
not an endorsement we're

00:48:06.224 --> 00:48:07.264
not saying you guys should

00:48:07.284 --> 00:48:09.646
do that but you know just

00:48:09.686 --> 00:48:10.887
like everything else we

00:48:10.907 --> 00:48:12.947
have our biases like this

00:48:13.088 --> 00:48:14.588
to me makes me very

00:48:14.648 --> 00:48:15.829
uncomfortable sure but

00:48:15.849 --> 00:48:17.771
what's interesting is I've

00:48:17.871 --> 00:48:19.871
looked into the food

00:48:19.911 --> 00:48:21.612
delivery services I can't

00:48:21.713 --> 00:48:23.094
like blue apron and things

00:48:23.114 --> 00:48:25.355
like that they have affiliate programs

00:48:25.755 --> 00:48:26.556
I would not feel

00:48:26.635 --> 00:48:28.336
uncomfortable joining one

00:48:28.376 --> 00:48:30.137
of their affiliate programs and saying,

00:48:30.197 --> 00:48:31.278
hey, look,

00:48:31.719 --> 00:48:33.019
if you're not like me and

00:48:33.039 --> 00:48:33.679
you're not going to cook

00:48:33.721 --> 00:48:34.561
every meal and you're not

00:48:34.581 --> 00:48:35.601
going to put time into

00:48:35.641 --> 00:48:36.702
choosing good food and

00:48:37.063 --> 00:48:39.023
preparing it and making it delicious,

00:48:39.724 --> 00:48:41.286
go consider one of these

00:48:41.346 --> 00:48:43.706
food service delivery things.

00:48:44.268 --> 00:48:45.989
And here's my affiliate link for it.

00:48:46.309 --> 00:48:46.528
You know,

00:48:46.548 --> 00:48:48.369
so I have no problem recommending

00:48:48.751 --> 00:48:51.672
food as a income source.

00:48:52.293 --> 00:48:53.494
I would never recommend

00:48:53.594 --> 00:48:55.315
supplements as an income source.

00:48:56.155 --> 00:48:56.675
So you got to start with

00:48:56.695 --> 00:48:57.815
what you'd be like.

00:48:57.956 --> 00:48:58.675
And that's what I say.

00:48:58.715 --> 00:48:58.876
Like,

00:48:58.916 --> 00:49:00.275
if you're not uncomfortable doing this,

00:49:00.596 --> 00:49:02.757
this goes back to Hilda's statement,

00:49:02.936 --> 00:49:03.217
right?

00:49:03.577 --> 00:49:05.557
Like seniors with limited

00:49:05.597 --> 00:49:07.378
ability don't value exercise and PT.

00:49:07.898 --> 00:49:08.597
You're in trouble.

00:49:08.757 --> 00:49:10.378
Can you sell it as something else?

00:49:10.978 --> 00:49:12.099
No, they don't value anything.

00:49:12.139 --> 00:49:14.260
My dad, my dad likes playing golf.

00:49:14.400 --> 00:49:15.119
He can't now.

00:49:15.719 --> 00:49:15.920
You know,

00:49:16.059 --> 00:49:17.081
we were working with a nurse and

00:49:17.101 --> 00:49:17.402
she's like,

00:49:17.422 --> 00:49:18.182
I feel like everything should

00:49:18.202 --> 00:49:18.983
be around golf.

00:49:19.063 --> 00:49:20.585
And I said, yes,

00:49:20.826 --> 00:49:22.947
except he's so far away from golf.

00:49:23.007 --> 00:49:24.610
Like he can't stand without

00:49:24.630 --> 00:49:26.771
a cane or a walker that

00:49:26.793 --> 00:49:27.472
that's not an option.

00:49:27.492 --> 00:49:29.114
We got to back down.

00:49:29.175 --> 00:49:30.056
Backing down.

00:49:30.456 --> 00:49:31.498
Living room putting.

00:49:32.177 --> 00:49:33.318
Yeah, I tried that.

00:49:33.338 --> 00:49:34.898
I bought one of those little carpet things,

00:49:34.918 --> 00:49:35.018
right?

00:49:35.259 --> 00:49:36.318
And that became a tripping

00:49:36.358 --> 00:49:39.039
hazard because it had to be

00:49:39.079 --> 00:49:40.199
there enough for him to be like, yeah,

00:49:40.280 --> 00:49:41.661
I'll use it for five or ten minutes.

00:49:42.101 --> 00:49:42.440
So, like,

00:49:42.561 --> 00:49:44.201
this is what Hilda's asking is

00:49:44.280 --> 00:49:46.041
very simple for us to sit here and say.

00:49:46.161 --> 00:49:47.362
It's just not really easy.

00:49:47.762 --> 00:49:49.822
Like, he can't read, right?

00:49:49.862 --> 00:49:51.563
My dad post-stroke isn't able to read.

00:49:51.702 --> 00:49:52.842
Wasn't a big reader anyway.

00:49:52.943 --> 00:49:53.824
Didn't play cards.

00:49:53.864 --> 00:49:55.804
But even if he did, can't identify.

00:49:56.123 --> 00:49:56.643
What does he like?

00:49:56.684 --> 00:49:57.023
Golf.

00:49:57.224 --> 00:49:57.744
So what's he do?

00:49:57.945 --> 00:49:58.804
Watch his golf on TV.

00:49:59.664 --> 00:50:00.144
Is that good?

00:50:00.465 --> 00:50:00.684
No.

00:50:01.144 --> 00:50:02.206
But does it pacify him?

00:50:02.346 --> 00:50:02.766
Yes.

00:50:03.485 --> 00:50:05.226
So what is a son to do?

00:50:05.445 --> 00:50:05.806
I don't know.

00:50:05.867 --> 00:50:07.246
Hire people that are smarter than me,

00:50:07.286 --> 00:50:09.766
but I can't remove the PT element going,

00:50:10.088 --> 00:50:10.967
I understand you're saying

00:50:10.987 --> 00:50:11.927
everything needs to be

00:50:12.027 --> 00:50:13.708
about golf and firefighting,

00:50:14.007 --> 00:50:15.289
except those two things are

00:50:15.409 --> 00:50:17.688
so far away that I don't

00:50:17.708 --> 00:50:19.010
know how to make anything

00:50:20.429 --> 00:50:22.150
relatable to those things

00:50:22.170 --> 00:50:23.231
that he actually values to

00:50:23.311 --> 00:50:24.510
see him doing those things.

00:50:25.925 --> 00:50:27.967
So like this is where then again, you say,

00:50:28.027 --> 00:50:29.708
okay, we know he'll buy golf.

00:50:30.010 --> 00:50:31.130
And when I say buy,

00:50:31.150 --> 00:50:32.211
it could be with his cash

00:50:32.251 --> 00:50:33.574
or his time or his effort

00:50:33.634 --> 00:50:34.974
or his energy or whatever.

00:50:35.815 --> 00:50:37.958
We know he won't buy into

00:50:38.018 --> 00:50:40.320
like standing trunk rotation,

00:50:40.380 --> 00:50:42.403
PNF pattern D one and D two.

00:50:43.063 --> 00:50:45.365
so you say okay well we know

00:50:45.405 --> 00:50:46.867
that the putting may be a

00:50:46.907 --> 00:50:48.527
good idea tripping hazard

00:50:48.708 --> 00:50:50.128
what if we had a facility

00:50:50.148 --> 00:50:51.088
that had an overhead

00:50:51.168 --> 00:50:52.150
harness that we can hook

00:50:52.170 --> 00:50:54.130
them up to what if we go to

00:50:54.190 --> 00:50:56.012
like a golfing simulator

00:50:56.092 --> 00:50:57.432
what if we go to even just

00:50:57.452 --> 00:50:59.594
a game like a wii or some

00:50:59.635 --> 00:51:01.056
sort of virtual reality or

00:51:01.096 --> 00:51:02.255
something where he could

00:51:02.637 --> 00:51:03.376
maybe you don't even have

00:51:03.396 --> 00:51:04.878
to stand up but sits at the

00:51:04.938 --> 00:51:06.119
edge of the seat loading

00:51:06.159 --> 00:51:07.059
through the legs a little

00:51:07.079 --> 00:51:08.420
bit controlling the trunk

00:51:08.880 --> 00:51:11.822
going through the golfing motion um

00:51:12.702 --> 00:51:14.405
I'm going to create something like that.

00:51:14.425 --> 00:51:15.905
And I'm thinking as a business owner,

00:51:16.407 --> 00:51:17.106
I'm going to create

00:51:17.148 --> 00:51:17.947
something like that

00:51:18.027 --> 00:51:20.210
specifically for this demographic.

00:51:20.670 --> 00:51:22.192
And I'm going to sell it to

00:51:22.231 --> 00:51:23.974
the people who are really

00:51:24.054 --> 00:51:25.876
involved in this person's life.

00:51:26.356 --> 00:51:28.237
I'm going to sell that service to Jimmy.

00:51:28.277 --> 00:51:29.398
Jimmy's going to buy it for

00:51:29.418 --> 00:51:30.400
his dad because he knows

00:51:30.420 --> 00:51:31.681
his dad won't buy it.

00:51:32.021 --> 00:51:33.804
And his dad's not even looking for it.

00:51:34.224 --> 00:51:35.724
But I know Jimmy has enough

00:51:35.824 --> 00:51:37.586
that he will do it.

00:51:37.666 --> 00:51:39.047
And he knows that his dad's going to say,

00:51:39.088 --> 00:51:40.309
well, it's not therapy, it's golf.

00:51:40.389 --> 00:51:41.389
I'm going to do this.

00:51:41.829 --> 00:51:42.570
So, you know,

00:51:42.911 --> 00:51:44.032
and that goes back to the

00:51:44.072 --> 00:51:45.072
discrete pricing.

00:51:45.273 --> 00:51:47.815
If you remember before, Dave and I,

00:51:47.835 --> 00:51:48.835
we talked about like,

00:51:49.996 --> 00:51:51.257
you don't want to tell the

00:51:51.317 --> 00:51:52.858
patient how much it costs

00:51:53.338 --> 00:51:54.400
if you're selling it to the

00:51:54.440 --> 00:51:55.661
patient's adult children.

00:51:56.621 --> 00:51:58.061
The adult child will pay

00:51:58.101 --> 00:51:59.302
five hundred dollars for an

00:51:59.362 --> 00:52:00.463
experience that the patient

00:52:00.483 --> 00:52:01.885
would never pay for.

00:52:02.405 --> 00:52:04.085
And you might even go as far

00:52:04.106 --> 00:52:04.967
as giving them a fake

00:52:05.047 --> 00:52:07.007
invoice so that they can show, look, dad,

00:52:07.027 --> 00:52:08.228
it's only fifty bucks or

00:52:08.268 --> 00:52:10.309
it's only five bucks or look, dad,

00:52:10.349 --> 00:52:11.610
your insurance will cover this,

00:52:11.731 --> 00:52:12.692
even though they're paying

00:52:12.731 --> 00:52:14.353
the five hundred dollar bill for it.

00:52:14.773 --> 00:52:16.173
Like these are all the

00:52:16.213 --> 00:52:17.355
things that go into

00:52:17.414 --> 00:52:18.516
creating an amazing

00:52:18.576 --> 00:52:20.398
experience that maybe the

00:52:20.498 --> 00:52:22.079
ideal consumer who receives

00:52:22.159 --> 00:52:23.701
it isn't interested in.

00:52:24.221 --> 00:52:25.661
But we know it's for their best.

00:52:25.681 --> 00:52:26.443
Sell them what they want.

00:52:26.483 --> 00:52:27.262
Give them what they need.

00:52:27.302 --> 00:52:28.463
Blah, blah, blah.

00:52:28.483 --> 00:52:29.485
You heard it here first.

00:52:29.545 --> 00:52:31.206
Tony says create fake invoices.

00:52:33.427 --> 00:52:33.927
Rather than that,

00:52:33.967 --> 00:52:35.507
I want to highlight Tony

00:52:35.547 --> 00:52:36.568
just saying something

00:52:36.708 --> 00:52:39.731
amazingly interesting,

00:52:39.951 --> 00:52:42.393
which is the overhead

00:52:42.452 --> 00:52:45.135
harness golf simulator.

00:52:45.815 --> 00:52:46.096
Jimmy,

00:52:46.335 --> 00:52:48.077
if you saw an ad on Facebook for a

00:52:48.137 --> 00:52:49.018
nearby physical therapy

00:52:49.057 --> 00:52:50.759
practice or a golf training

00:52:50.798 --> 00:52:51.458
facility or whatever,

00:52:51.739 --> 00:52:53.380
overhead harness for

00:52:53.860 --> 00:52:56.362
helping older folks get back to golf.

00:52:56.902 --> 00:52:58.324
And, you know, it's a, you know,

00:52:58.525 --> 00:52:58.925
I don't know,

00:52:58.965 --> 00:53:00.246
three thousand or it's a

00:53:00.425 --> 00:53:02.768
hundred or two bucks for the first time.

00:53:03.349 --> 00:53:03.710
Now, of course,

00:53:03.730 --> 00:53:04.791
you got to get your dad there.

00:53:04.831 --> 00:53:05.831
And that's that's a little

00:53:05.851 --> 00:53:07.572
bit of a challenge maybe with transport.

00:53:07.612 --> 00:53:09.155
But wouldn't that sound like

00:53:09.175 --> 00:53:11.958
a perfect offering or offer

00:53:12.038 --> 00:53:13.539
for your dad in his situation right now?

00:53:16.041 --> 00:53:17.063
Say it one more time like you cut out.

00:53:18.061 --> 00:53:18.862
wouldn't wouldn't the

00:53:19.202 --> 00:53:20.824
overhead harness for safety

00:53:20.884 --> 00:53:23.346
so no falls sure in front

00:53:23.385 --> 00:53:24.646
of a golf simulator at a

00:53:24.706 --> 00:53:26.188
golf training facility or a

00:53:26.228 --> 00:53:27.449
physical therapy office or

00:53:27.670 --> 00:53:29.030
a gym or whatever wouldn't

00:53:29.070 --> 00:53:30.251
that if it's a hundred

00:53:30.271 --> 00:53:31.112
dollars two hundred dollars

00:53:31.132 --> 00:53:32.574
for the first time as like

00:53:32.594 --> 00:53:33.875
an introductory you know

00:53:34.376 --> 00:53:36.677
swing or whatever wouldn't

00:53:36.697 --> 00:53:37.358
that be perfect for your

00:53:37.378 --> 00:53:38.079
dad I mean there's the

00:53:38.119 --> 00:53:38.960
challenge of getting him

00:53:38.980 --> 00:53:39.981
there and transporting him

00:53:40.001 --> 00:53:40.742
but other than that like

00:53:41.001 --> 00:53:42.003
he's safe in the harness

00:53:42.202 --> 00:53:43.164
wouldn't that be perfect for him

00:53:44.608 --> 00:53:45.528
Completely, yeah.

00:53:45.548 --> 00:53:47.291
I looked into putting one in my garage,

00:53:47.331 --> 00:53:48.512
like one of those legit

00:53:48.552 --> 00:53:49.932
systems because my dad,

00:53:50.614 --> 00:53:52.215
as much as he's impaired from the stroke,

00:53:52.255 --> 00:53:53.115
is going to understand if

00:53:53.135 --> 00:53:54.717
this is like bull or not bull.

00:53:55.057 --> 00:53:55.757
So I was looking to put one

00:53:55.777 --> 00:53:57.300
of those legit systems in,

00:53:57.320 --> 00:53:58.101
but I would need the

00:53:58.161 --> 00:53:59.722
harness because even if it

00:53:59.762 --> 00:54:00.882
was dope on screen,

00:54:01.182 --> 00:54:02.063
if he can't stand there and

00:54:02.083 --> 00:54:02.945
take a full swing,

00:54:03.224 --> 00:54:03.965
he ain't going to do it.

00:54:04.025 --> 00:54:05.646
And then you just bought a bunch of stuff.

00:54:05.668 --> 00:54:06.648
You just bought an exercise

00:54:06.688 --> 00:54:08.250
bike and you're hanging laundry on it.

00:54:12.681 --> 00:54:14.342
So I just shared with you,

00:54:14.402 --> 00:54:15.804
which got me thinking about this.

00:54:16.123 --> 00:54:17.846
I could see a therapist being like, oh,

00:54:17.885 --> 00:54:18.985
an overhead harness is

00:54:19.005 --> 00:54:19.646
going to limit their

00:54:19.666 --> 00:54:21.688
ability to flex and rotate and stuff.

00:54:22.329 --> 00:54:22.809
I was like, OK,

00:54:22.969 --> 00:54:23.849
so if we're turning this

00:54:23.909 --> 00:54:24.849
into a real business,

00:54:24.869 --> 00:54:25.610
so let's look at the

00:54:25.650 --> 00:54:26.871
equipment that's out there.

00:54:27.371 --> 00:54:30.313
There are those robotic leg

00:54:30.393 --> 00:54:32.094
orthoses that you can get.

00:54:32.554 --> 00:54:33.795
If I'm going to invest and

00:54:33.815 --> 00:54:35.036
I'm going to finance it and

00:54:35.056 --> 00:54:36.617
this is going to be a real business,

00:54:37.097 --> 00:54:38.458
there's a potential for

00:54:38.518 --> 00:54:39.519
something like this.

00:54:41.041 --> 00:54:42.101
Couple more months,

00:54:42.260 --> 00:54:43.742
Elon Musk is going to have

00:54:43.802 --> 00:54:44.943
devices out there most

00:54:44.983 --> 00:54:47.123
likely that are reactive

00:54:47.202 --> 00:54:48.563
and maintain balance so

00:54:48.603 --> 00:54:50.465
that even if they do start

00:54:50.485 --> 00:54:52.885
to over lean or go somewhere,

00:54:54.405 --> 00:54:55.927
there are just so many things.

00:54:55.967 --> 00:54:57.547
But we have to get out of

00:54:57.586 --> 00:54:59.807
the world of I can't buy a

00:54:59.867 --> 00:55:00.889
twenty thousand dollar

00:55:00.909 --> 00:55:01.949
device that helps my

00:55:01.989 --> 00:55:03.409
patients swing a golf club

00:55:04.110 --> 00:55:05.731
if I'm relying on nineteen

00:55:05.771 --> 00:55:07.130
dollars and thirty two cent

00:55:07.190 --> 00:55:08.652
reimbursement from Medicare.

00:55:09.300 --> 00:55:09.621
You know,

00:55:10.342 --> 00:55:11.782
and we already know it's not a

00:55:11.802 --> 00:55:12.583
coverage service.

00:55:12.603 --> 00:55:13.824
This is golf performance.

00:55:13.925 --> 00:55:15.565
I don't care what the condition is.

00:55:15.967 --> 00:55:17.248
We are not doing this to

00:55:17.307 --> 00:55:18.849
improve your standing posture.

00:55:18.889 --> 00:55:20.050
We are doing this to let you

00:55:20.090 --> 00:55:20.931
swing a golf club.

00:55:21.492 --> 00:55:23.233
And that has a different price tag.

00:55:23.693 --> 00:55:23.954
You know,

00:55:23.994 --> 00:55:25.335
we have to be comfortable with that.

00:55:26.744 --> 00:55:27.125
Yeah,

00:55:27.164 --> 00:55:28.266
you thought you were done with golf

00:55:28.286 --> 00:55:28.686
forever.

00:55:28.965 --> 00:55:29.626
Guess again.

00:55:29.706 --> 00:55:30.465
Here's how we're going to

00:55:30.485 --> 00:55:34.367
get you back to golf tomorrow or today.

00:55:34.588 --> 00:55:35.788
You got to get the equipment.

00:55:36.329 --> 00:55:37.708
So what are the triggers?

00:55:37.728 --> 00:55:40.730
Going back to – that's one of the devices.

00:55:40.789 --> 00:55:43.811
I just grabbed it off of Google.

00:55:44.572 --> 00:55:46.331
But going back to Hilda's

00:55:46.391 --> 00:55:48.653
original question –

00:55:48.632 --> 00:55:49.753
I can't even tell you how

00:55:49.773 --> 00:55:50.675
many people are still

00:55:50.715 --> 00:55:51.576
trying to sell golf

00:55:51.615 --> 00:55:53.097
performance for parkinson's

00:55:53.137 --> 00:55:54.418
and all these conditions no

00:55:55.179 --> 00:55:56.280
it's not the language to

00:55:56.400 --> 00:55:58.121
use what's the language to

00:55:58.282 --> 00:56:00.264
use why does somebody stop

00:56:00.324 --> 00:56:02.626
golfing because they know

00:56:02.666 --> 00:56:03.827
they can't walk across the

00:56:03.847 --> 00:56:04.989
fairway they can't walk

00:56:05.028 --> 00:56:06.309
across the green they can't

00:56:06.349 --> 00:56:07.451
get on and off the golf

00:56:07.471 --> 00:56:08.833
cart safely they don't want

00:56:08.853 --> 00:56:10.934
to be laying on the ground

00:56:11.295 --> 00:56:12.155
embarrassed all of their

00:56:12.235 --> 00:56:14.119
buddies are walking around

00:56:14.159 --> 00:56:15.800
playing golf they don't

00:56:15.840 --> 00:56:17.242
want to slow down the pace

00:56:17.302 --> 00:56:18.925
of play they don't want to

00:56:18.985 --> 00:56:20.686
trip and fall laying on the

00:56:20.726 --> 00:56:21.748
grass and then they have

00:56:21.867 --> 00:56:23.170
everybody looking at them

00:56:23.891 --> 00:56:24.871
one of the biggest triggers

00:56:24.891 --> 00:56:26.753
that I talk about with the lift chair

00:56:27.295 --> 00:56:29.677
is, yes, we said, you know,

00:56:29.697 --> 00:56:30.896
they don't want to call EMS.

00:56:30.918 --> 00:56:32.358
They don't want to call their adult kids.

00:56:32.659 --> 00:56:33.699
They also don't want an

00:56:33.900 --> 00:56:35.300
ambulance showing up at

00:56:35.340 --> 00:56:36.561
their house three a.m.

00:56:36.581 --> 00:56:37.342
in the morning because

00:56:37.561 --> 00:56:38.322
everyone in the

00:56:38.362 --> 00:56:39.322
neighborhood is going to be

00:56:39.362 --> 00:56:41.644
gossiping about why is

00:56:41.664 --> 00:56:44.007
there an ambulance at the Maritato house?

00:56:44.047 --> 00:56:44.567
What happened?

00:56:44.586 --> 00:56:45.588
Did somebody have a heart attack?

00:56:45.608 --> 00:56:46.588
Did somebody get killed?

00:56:46.628 --> 00:56:48.009
Like, did somebody commit suicide?

00:56:48.429 --> 00:56:50.791
Nobody wants that conversation.

00:56:51.331 --> 00:56:52.952
So they will intentionally

00:56:53.032 --> 00:56:54.273
lay on the floor unless

00:56:54.293 --> 00:56:55.675
they can discreetly

00:56:56.315 --> 00:56:57.757
have a tool or a device that

00:56:57.777 --> 00:56:59.038
can help them perform.

00:56:59.637 --> 00:57:00.960
And so it's the same with golf.

00:57:01.000 --> 00:57:02.320
It's the same with other things.

00:57:02.340 --> 00:57:03.461
They don't want to be embarrassed.

00:57:03.501 --> 00:57:04.702
They don't want to give up

00:57:04.923 --> 00:57:07.166
the perception of independence.

00:57:08.226 --> 00:57:09.568
What better service can we

00:57:09.608 --> 00:57:11.030
deliver than to give them

00:57:11.090 --> 00:57:13.632
that autonomy and that

00:57:13.731 --> 00:57:15.112
sense of self-control?

00:57:15.693 --> 00:57:16.835
I can't get up on my own,

00:57:17.635 --> 00:57:20.619
but I can use this tool to get me up.

00:57:22.099 --> 00:57:22.418
Understood.

00:57:22.559 --> 00:57:23.338
We got three minutes to go.

00:57:23.400 --> 00:57:24.300
You guys want to do parting

00:57:24.320 --> 00:57:24.880
shots before we go?

00:57:25.059 --> 00:57:26.320
Yeah, let's do parting shots.

00:57:27.460 --> 00:57:28.621
I think the biggest message,

00:57:28.641 --> 00:57:29.501
the biggest takeaway,

00:57:29.581 --> 00:57:30.661
whether you're marketing to

00:57:30.722 --> 00:57:32.063
therapists like those

00:57:32.103 --> 00:57:33.342
supplement companies are,

00:57:33.362 --> 00:57:35.103
you're marketing to the consumer,

00:57:35.164 --> 00:57:36.364
you're marketing to whoever,

00:57:36.764 --> 00:57:37.885
you have to understand

00:57:38.385 --> 00:57:39.405
who's making the buying

00:57:39.445 --> 00:57:41.306
decision and what is the

00:57:41.365 --> 00:57:42.927
language that resonates with them.

00:57:43.126 --> 00:57:44.367
Why are they buying the

00:57:44.427 --> 00:57:45.768
solution to the problem?

00:57:46.188 --> 00:57:47.628
Because if you don't know that,

00:57:48.568 --> 00:57:50.570
it's really hard to get somebody to buy.

00:57:52.244 --> 00:57:52.724
A hundred percent.

00:57:52.804 --> 00:57:53.105
I mean,

00:57:53.144 --> 00:57:55.166
you have to know the consumer in and out.

00:57:55.186 --> 00:57:57.507
You have to know about their pride,

00:57:57.527 --> 00:57:59.849
their ego, a little bit of their,

00:57:59.929 --> 00:58:00.190
you know,

00:58:00.230 --> 00:58:01.931
their perceived status or

00:58:02.012 --> 00:58:02.873
yearning for status,

00:58:02.952 --> 00:58:03.992
all the types of things

00:58:04.012 --> 00:58:04.534
that we talked about,

00:58:04.614 --> 00:58:06.175
all those like emotional triggers,

00:58:07.155 --> 00:58:08.237
focus on that rather than

00:58:08.277 --> 00:58:09.378
the front end of what we

00:58:09.637 --> 00:58:10.918
have historically always focused on,

00:58:10.958 --> 00:58:12.639
which is like therapeutic

00:58:12.679 --> 00:58:14.202
exercise and coding and

00:58:14.242 --> 00:58:15.322
billing for Medicare and

00:58:15.342 --> 00:58:16.163
insurance and all that.

00:58:16.242 --> 00:58:16.983
So yeah,

00:58:17.023 --> 00:58:18.465
hopefully this helps others that

00:58:18.525 --> 00:58:19.126
watch and listen.

00:58:19.166 --> 00:58:19.326
I mean,

00:58:19.465 --> 00:58:20.927
it's always a good refresher for me

00:58:20.947 --> 00:58:21.807
to hear what you guys think too.

00:58:22.550 --> 00:58:23.210
I would say you got to let

00:58:23.230 --> 00:58:24.490
go before you can grab onto something.

00:58:24.590 --> 00:58:25.351
Let go that you're going to

00:58:25.371 --> 00:58:26.251
be the thing for everybody.

00:58:27.012 --> 00:58:27.132
Like,

00:58:27.192 --> 00:58:28.773
look who's Hilda Hilda's asking about.

00:58:28.893 --> 00:58:30.954
Well, they don't value exercise and PT.

00:58:31.454 --> 00:58:33.635
Like take, take three nose and move on.

00:58:33.735 --> 00:58:35.516
Like embrace that rejection.

00:58:35.615 --> 00:58:37.237
Like, and say, I'm,

00:58:37.536 --> 00:58:38.838
I'm saying no to you or I'm

00:58:38.858 --> 00:58:39.958
agreeing to your rejection.

00:58:39.978 --> 00:58:40.978
I'm not going to try to jam

00:58:41.018 --> 00:58:43.179
my solution into your world.

00:58:43.900 --> 00:58:44.980
And move on to someone who

00:58:45.039 --> 00:58:46.021
actually might accept that.

00:58:46.840 --> 00:58:49.061
That's simple to say, but it's not easy.

00:58:49.141 --> 00:58:49.981
We're also not taught that.

00:58:50.001 --> 00:58:51.541
We're taught that we can help everybody,

00:58:51.802 --> 00:58:53.262
everybody over the age of sixty five.

00:58:53.681 --> 00:58:55.262
But they're not going to take it.

00:58:55.702 --> 00:58:56.643
And you're going to spend

00:58:56.702 --> 00:58:57.463
too much time trying to

00:58:57.483 --> 00:58:59.184
help the person who's rejecting you.

00:58:59.643 --> 00:59:00.744
And you're not going to have any time left,

00:59:00.784 --> 00:59:01.403
the person who would

00:59:01.423 --> 00:59:02.744
actually accept that situation.

00:59:03.043 --> 00:59:03.864
So understand what you're

00:59:03.885 --> 00:59:04.945
selling and who values it.

00:59:06.445 --> 00:59:07.847
I'll do the wrap up real quick.

00:59:08.467 --> 00:59:09.547
If you know you have a

00:59:09.608 --> 00:59:11.028
solution that would benefit

00:59:11.068 --> 00:59:12.610
the individual and they say

00:59:12.670 --> 00:59:13.911
no or they don't want it or

00:59:13.951 --> 00:59:15.032
they're resistant to it,

00:59:15.831 --> 00:59:17.753
it should be a gut check to you to say,

00:59:17.813 --> 00:59:17.972
hey,

00:59:17.992 --> 00:59:20.074
you're just using the wrong language.

00:59:20.114 --> 00:59:21.675
You're using the wrong words.

00:59:21.695 --> 00:59:23.416
You're saying it the wrong way.

00:59:23.996 --> 00:59:25.518
That should motivate you to

00:59:25.619 --> 00:59:26.878
figure out how to

00:59:26.918 --> 00:59:27.960
communicate the message

00:59:28.000 --> 00:59:29.181
better because once you can

00:59:29.221 --> 00:59:30.382
communicate the message,

00:59:31.001 --> 00:59:32.342
everybody is going to say yes.

00:59:35.264 --> 00:59:35.806
them.

00:59:35.826 --> 00:59:37.007
Guys, don't forget Tuesday,

00:59:37.027 --> 00:59:38.588
Thursday morning, eight thirty a.m.

00:59:38.728 --> 00:59:39.148
Eastern.

00:59:39.208 --> 00:59:39.869
Come back.

00:59:39.949 --> 00:59:40.251
Watch.

00:59:40.811 --> 00:59:41.411
Watch P.T.

00:59:41.431 --> 00:59:42.112
Pinecast.

00:59:42.193 --> 00:59:43.554
Watch the Dave Kittle show.

00:59:43.594 --> 00:59:44.956
Watch Learn Medicare Billing.

00:59:44.996 --> 00:59:45.797
Support the channel.

00:59:45.817 --> 00:59:46.356
Subscribe.

00:59:46.737 --> 00:59:48.579
And we'll catch you guys next week.