Revolutionize Your Physical Therapy Practice in 2024

WEBVTT

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A show intro is so good,

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you got to play it twice.

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Good morning, PT Breakfast Club.

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Dave Kittle, I'm Jimmy McKay,

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Tony Maritato will be jumping in shortly.

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This Tuesday feels like a Monday.

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I'm on the struggle bus

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right now this morning.

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Dave, how are you doing?

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I'm feeling great.

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What's going on?

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What's wrong?

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I did a conference this weekend,

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so I was away,

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which used to be my normal.

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Um, but now I'm just like, you know,

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it takes me a day or two to recover.

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I did the AMT conference.

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We did PPS two weeks ago.

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Then I took a two week break

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and did the AMT conference.

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Have you ever been to any of

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those like specialty

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conferences like that?

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No, you didn't go to PPS?

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PPS.

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Yeah.

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Twice.

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Not, not AMT.

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Tony, what else?

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What other conferences have you been to?

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For physical therapy?

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No.

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The PPS was the first one ever.

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Yeah, I could see you guys as, like,

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get in there and mix it up.

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Conference bros.

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Yeah, yeah, yeah, yeah.

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I mean, we were introduced.

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It was, like,

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really hammered on us in PT school to,

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like, test those, at least go to one.

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But I also went to PT school, like,

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in the D.C.

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area where a lot of, like, APTA stuff was.

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So for us, it was almost, like, normal.

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It was, like, just around.

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Yeah, PT school was a formality for me.

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I showed up as many times as

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I had to show up to get the

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letters after my name.

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Outside of that, I was done.

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Gotcha.

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What do you guys want to

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talk about this morning?

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I have a LinkedIn post that

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I wanted to share.

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And this is something we've

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talked about before in

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terms of what people are looking for.

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And this one like popped off.

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That's what I know.

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It's like sort of like

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resonating with people.

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And this is like,

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we've had this conversation

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before where like,

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PTs are looking for non-clinical jobs.

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And I'm always like, hey,

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what are you actually looking for?

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Okay, I've got a quick question.

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Is it burned out, like burned ED,

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or is it burnt like NT?

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I never know.

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I feel like it could be either.

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Right?

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Dave.

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Burned out.

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I feel like you could flip a

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coin and either way,

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you're probably not burned

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out or burnt out.

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I'm going to try to be nice today.

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I told Tony in the interview,

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I'm going to try to be

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professional about it.

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But anyway, we can get into it.

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Okay, go ahead, Jimmy.

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So the idea here is, you know,

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PTs are burned out.

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They're experiencing burnout.

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That's the way you go around it, right?

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You just say they're experiencing burnout.

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And we see like,

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I feel like two or three

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posts a week of people like

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posting anonymously,

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which I know Dave loves,

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looking for these non-clinical roles.

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So it's funny because like people are like,

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I want to stay in the profession,

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but I don't want to do the thing

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that the profession's based around.

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And I want to make this amount of money,

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if not more.

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And I want to have a better schedule.

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And then I'm like, they're like,

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do these jobs exist?

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That's like the question.

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Like, where do I find these jobs?

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Do these jobs exist?

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And I'm like,

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I want to do that Buzz Lightyear meme.

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Do you guys know the Buzz Lightyear meme?

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Where it's like, yes,

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non-clinical jobs are.

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Like they're anything except

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in the clinic.

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So, but what you're actually saying,

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what these posts are

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actually saying is I want a

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clinically adjacent job.

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Like what can I do?

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So I still feel like I'm in

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the profession.

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Yeah.

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And that's like utilization review,

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case management.

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By the way,

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isn't like utilization review

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that you know, like all the time,

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like someone saying like, oh,

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you're not approved for this.

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Like, how do I go?

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How do I go become a storm trooper?

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Like, how do I go be the terrible,

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terrible job?

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Absolutely.

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Say it.

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Say it how it is.

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Right.

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I mean, I would assume, right?

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That's like the other side,

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someone reviewing someone's

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care and saying like,

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you're approved for two

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visits when a week ago you

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were saying I wanted ten.

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So anyway,

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my whole point with this post was like,

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Take a look inside.

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What are you actually frustrated with?

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I'm not saying clinical care

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can't burn you out.

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It can.

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There are lots of different

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ways to deliver clinical care.

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That's what I'm sort of

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trying to do with the new

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series on our podcast, which is like,

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let's look at all these

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different business models.

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I would love to show.

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a thousand different

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business models right that

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guy chris corner the corner

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office podcast is great

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like I feel like that dude

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finds a new business under

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literally every rock and

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leaf in fact I bet you he

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has a rock removal business

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or a wood a wood a firewood

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but that's that's sort of

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what I wanted to highlight

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with this post and it

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resonated with a lot of

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people positively and

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negatively people on both

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sides of the fence and I

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was really just saying like

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If you're looking for this

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non-clinical role,

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what will actually make you happy?

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If you're burnout, frustrated,

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or feeling unfulfilled,

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swapping one thing for

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another so you can sort of

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keep one foot in the

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profession isn't going to

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actually get the job done.

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So I do feel for these people.

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I'm not mocking them.

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But what I'm saying is

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taking a step into a

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clinically adjacent role

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might not actually do the

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thing you're looking for.

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So I know it sucks,

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but you have to start with

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self-reflection.

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What do you want your day to look like?

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Like, so I don't know.

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I put that out there to a

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whole bunch of traction on LinkedIn.

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I think there's a couple

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forces and factors.

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And of course, I mean,

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I always am curious to hear

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what Tony has to say about it, but.

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Before COVID,

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we didn't really hear this as much.

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There were Facebook groups available.

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Maybe there's more Facebook groups now.

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We know that, or at least I believe,

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there's a lot of negative

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sentiment in a lot of these

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Facebook groups.

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Sometimes right on and makes sense.

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And sometimes I think a

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little exaggerated or far-fetched.

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In my opinion,

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a lot of the folks that want

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to get out of healthcare or

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get out of physical therapy or whatever,

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We went through COVID,

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a lot of their friends, neighbors,

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cousins were able to work from home.

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They want that.

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They want the ability to

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make a hundred grand

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treat three telehealth

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patients a day or something and, and, uh,

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you know, have,

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have Mondays and Fridays off.

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Like that's,

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I think that's one of the big

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forces you got.

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If you, if you think I'm wrong, fine,

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let's talk about it.

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But there's these changes.

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Now, of course,

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if you have the productivity and all that,

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and you're not being compensated,

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of course, then, then, you know,

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go indeed, go, you know, talk to PT match,

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go to other places at head hunters,

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whatever, find other jobs,

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other opportunities.

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Maybe you have to relocate, whatever.

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Um,

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But I think a lot of this is around COVID,

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the shakeup of health care with COVID.

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Some organizations and

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health systems maybe didn't

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just continue to pound productivity,

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maybe is not praising and

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recognizing the team members.

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Maybe there is a bad culture

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and they need to get out of that.

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But it doesn't make sense to

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me to completely leave the

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profession and go do

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utilization review or whatever.

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That is crazy to me when you

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went to school for what you

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went to and you wanted to do that.

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I don't know.

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Tony, what's going on here?

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What's Jimmy going to say?

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If you're going to go do a

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utilization review,

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go become an interior decorator.

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Go become a jet pilot.

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If you're going to take a step away,

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why are you taking a

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quarter of a step away?

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Go jump.

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If you dislike it enough to leave, jump.

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Really jump.

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Yeah, I think it's confusion.

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You don't know you had this

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vision that you were going

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to be fulfilled,

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getting into therapy and helping people.

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And then you get there and

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you're not fulfilled.

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I think the complaints about

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overproduction isn't really

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the right target of your

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frustration because if you

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love what you're doing,

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you're going to overproduce.

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Like, yeah,

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if you're enjoying what you're doing,

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you're going to do more of it.

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I think you just get there.

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And the reality is you find

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patients aren't as willing

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as you want them to be to

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do the things you want them

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to do to improve.

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And so this is the root of

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my conversation with Dave all the time.

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It's like.

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Dave is seeing patients that

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are paying hundreds of

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dollars doing all this

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stuff because they want to improve.

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They want to get better.

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I tend to see patients who

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are willing to come if it's

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covered by insurance and that's about it.

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And they, you know,

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they're not coming to me

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for the things that I want

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them to come to me for.

00:08:43.018 --> 00:08:43.619
And that's okay.

00:08:43.678 --> 00:08:44.759
I'm comfortable with that.

00:08:44.820 --> 00:08:46.760
I can deliver a solution that,

00:08:47.041 --> 00:08:48.682
that addresses their desires.

00:08:49.283 --> 00:08:50.825
Like Jimmy said, I agree.

00:08:50.865 --> 00:08:52.346
Like why in the world would,

00:08:52.405 --> 00:08:54.707
Would I want to just take a half step out,

00:08:54.927 --> 00:08:56.669
stay in those horrible

00:08:57.850 --> 00:09:00.413
circles of people that are frustrated,

00:09:00.493 --> 00:09:01.634
that aren't happy?

00:09:01.714 --> 00:09:03.855
Utilization reviewers don't love life.

00:09:06.698 --> 00:09:06.839
Why not?

00:09:06.859 --> 00:09:07.860
I talked to my kid the other day.

00:09:07.899 --> 00:09:08.179
I'm like,

00:09:08.549 --> 00:09:10.791
Look, I think don't go to college,

00:09:11.351 --> 00:09:12.211
become a plumber.

00:09:12.552 --> 00:09:13.413
We were Googling,

00:09:13.493 --> 00:09:14.933
what do I need to become a plumber?

00:09:15.514 --> 00:09:15.953
I said,

00:09:16.153 --> 00:09:17.774
pick a trade job that pays you

00:09:17.835 --> 00:09:18.875
hundreds of dollars,

00:09:19.296 --> 00:09:21.456
pick the easiest aspect of that trade.

00:09:21.476 --> 00:09:23.477
So I said, don't become a painter.

00:09:24.099 --> 00:09:25.499
We paint our house a lot,

00:09:25.539 --> 00:09:26.220
we paint the rooms.

00:09:26.659 --> 00:09:27.360
Don't paint because

00:09:27.400 --> 00:09:28.221
everybody looks at the

00:09:28.260 --> 00:09:29.101
walls and they will see

00:09:29.241 --> 00:09:31.322
every imperfection in the paint.

00:09:31.822 --> 00:09:33.686
be a plumber, be an electrician,

00:09:33.806 --> 00:09:35.107
do things that nobody sees.

00:09:35.509 --> 00:09:37.171
They just get the end result,

00:09:37.211 --> 00:09:39.293
the lights turn on, the water, you know,

00:09:39.313 --> 00:09:41.456
the toilet flushes and do

00:09:41.476 --> 00:09:42.259
the easiest thing,

00:09:42.278 --> 00:09:43.000
charge three hundred

00:09:43.039 --> 00:09:44.221
dollars to fix a leaky

00:09:44.241 --> 00:09:45.363
toilet that won't stop

00:09:45.442 --> 00:09:47.426
leaking and don't do anything else.

00:09:48.006 --> 00:09:49.207
fill your bank account with

00:09:49.268 --> 00:09:51.307
money and then go out and

00:09:51.347 --> 00:09:52.568
do other things that you

00:09:52.609 --> 00:09:53.989
might be more passionate about.

00:09:54.450 --> 00:09:56.910
So I just think that they thought, hey,

00:09:57.091 --> 00:09:58.831
I'm going to go treat a bunch of people.

00:09:58.870 --> 00:09:59.871
I'm going to change lives.

00:09:59.912 --> 00:10:01.011
I'm going to help geriatrics

00:10:01.032 --> 00:10:02.113
stay in the home longer.

00:10:02.633 --> 00:10:03.673
And you realize that's not

00:10:03.753 --> 00:10:05.193
what they're looking for.

00:10:05.474 --> 00:10:06.453
And you're not getting paid

00:10:06.494 --> 00:10:07.475
enough to deal with the

00:10:07.514 --> 00:10:09.235
frustration of trying to

00:10:09.254 --> 00:10:10.556
help someone who doesn't want your help.

00:10:11.041 --> 00:10:13.283
I help organizations launch

00:10:13.322 --> 00:10:15.004
podcasts and things like that,

00:10:15.104 --> 00:10:16.424
and I was talking to

00:10:16.485 --> 00:10:17.885
someone this weekend at the

00:10:17.985 --> 00:10:18.807
AOMT conference.

00:10:18.866 --> 00:10:19.486
They said, hey,

00:10:20.028 --> 00:10:21.688
why does it take so long for us?

00:10:21.928 --> 00:10:23.309
You lay out a process on

00:10:23.330 --> 00:10:24.510
this dry erase board,

00:10:24.791 --> 00:10:25.991
and then we go do it,

00:10:26.611 --> 00:10:27.572
and then it never works as

00:10:27.613 --> 00:10:29.413
smoothly as we think it could or should.

00:10:29.695 --> 00:10:30.034
And I said,

00:10:30.054 --> 00:10:32.437
do you want the real answer or

00:10:32.476 --> 00:10:34.097
the answer you're paying me for, right?

00:10:36.399 --> 00:10:37.879
How about the one you're paying me for?

00:10:38.038 --> 00:10:38.960
We've got to optimize the

00:10:39.019 --> 00:10:41.240
systems to match the expectations, blah,

00:10:41.260 --> 00:10:41.880
blah, blah, blah, blah.

00:10:42.140 --> 00:10:43.100
And I said, you want the real answer?

00:10:43.120 --> 00:10:43.741
They go, yeah, I go.

00:10:43.902 --> 00:10:44.922
Because people are involved.

00:10:45.682 --> 00:10:47.302
People make things messy, right?

00:10:47.442 --> 00:10:50.264
And in therapy and in healthcare,

00:10:50.683 --> 00:10:51.284
it's people.

00:10:51.404 --> 00:10:53.605
It's people on people on people on people.

00:10:53.706 --> 00:10:54.765
And you have to like sort of

00:10:54.806 --> 00:10:56.187
know going into, yes,

00:10:56.246 --> 00:10:57.086
it probably could go

00:10:57.147 --> 00:10:58.707
smoother or easier or

00:10:58.748 --> 00:10:59.988
faster or more fulfilling.

00:11:00.567 --> 00:11:01.629
But the issue is people.

00:11:01.649 --> 00:11:02.428
Right.

00:11:02.609 --> 00:11:03.469
Every time you run into a

00:11:03.528 --> 00:11:04.549
person in a process,

00:11:04.809 --> 00:11:06.049
there becomes more friction.

00:11:06.090 --> 00:11:07.450
And you have to – I think as

00:11:07.470 --> 00:11:08.630
soon as you understand that

00:11:09.471 --> 00:11:10.431
and you can take a breath,

00:11:10.510 --> 00:11:11.831
it becomes a little more frustrating.

00:11:11.851 --> 00:11:12.631
As soon as you – sorry.

00:11:12.851 --> 00:11:13.991
As soon as you accept that.

00:11:14.371 --> 00:11:15.932
You could understand it but not accept it.

00:11:15.993 --> 00:11:17.712
I think as soon as you accept that,

00:11:18.092 --> 00:11:20.953
that this is not –

00:11:20.936 --> 00:11:21.636
And you're probably not

00:11:21.657 --> 00:11:22.777
getting paid for how

00:11:23.336 --> 00:11:24.638
frustrating it might be

00:11:24.758 --> 00:11:26.278
until you accept it and put

00:11:26.298 --> 00:11:27.980
yourself in the position in

00:11:28.039 --> 00:11:30.660
a role in a place that you're like, OK,

00:11:31.081 --> 00:11:32.782
I am equally compensated for my time.

00:11:33.142 --> 00:11:33.341
Right.

00:11:33.721 --> 00:11:35.163
I think that's that's really it.

00:11:35.942 --> 00:11:37.782
So let's try to provide

00:11:38.221 --> 00:11:40.363
something of value to anybody watching.

00:11:40.442 --> 00:11:41.243
Yesterday,

00:11:41.802 --> 00:11:42.783
I shared with you guys a

00:11:42.842 --> 00:11:44.303
screenshot of a post from

00:11:44.403 --> 00:11:45.864
Meredith Kasten's group.

00:11:46.323 --> 00:11:48.245
This was a person who was a

00:11:48.284 --> 00:11:51.004
therapist for like thirty years or longer,

00:11:51.504 --> 00:11:52.846
has all of this, you know,

00:11:52.885 --> 00:11:55.225
great knowledge, great, great history,

00:11:56.025 --> 00:11:57.407
doesn't want to do patient care,

00:11:58.047 --> 00:12:00.386
but has been looking for a job,

00:12:00.427 --> 00:12:01.647
can't find a job.

00:12:02.388 --> 00:12:04.368
And they were like, what am I doing wrong?

00:12:05.116 --> 00:12:07.217
And so from my perspective now, of course,

00:12:07.278 --> 00:12:08.457
you only get half the story.

00:12:08.918 --> 00:12:09.658
We have no idea.

00:12:09.698 --> 00:12:09.839
Like,

00:12:09.879 --> 00:12:11.239
is this person looking for a

00:12:11.298 --> 00:12:12.639
non-clinical job that still

00:12:12.679 --> 00:12:14.179
pays a hundred dollars an hour?

00:12:14.779 --> 00:12:15.860
Is this, you know, there,

00:12:16.020 --> 00:12:17.860
there were a lot of stipulations in here.

00:12:18.081 --> 00:12:19.481
It's too small for me to see.

00:12:19.522 --> 00:12:20.802
Can one of you guys read that?

00:12:21.202 --> 00:12:21.442
Yeah.

00:12:23.615 --> 00:12:24.777
One of your speakers is a little loud,

00:12:24.797 --> 00:12:25.778
so we're getting some feedback,

00:12:25.817 --> 00:12:27.299
but I need, here's the post.

00:12:27.841 --> 00:12:29.503
I need advice and encouragement, please.

00:12:29.523 --> 00:12:30.985
I'm a bit frustrated with my job search.

00:12:31.384 --> 00:12:31.966
My background,

00:12:32.407 --> 00:12:35.951
thirty years PT with a DPT and CHCM.

00:12:36.150 --> 00:12:36.631
What is that?

00:12:36.672 --> 00:12:37.493
What is CHCM?

00:12:39.302 --> 00:12:39.442
No idea.

00:12:39.461 --> 00:12:40.322
I'll Google that.

00:12:40.342 --> 00:12:41.543
Experience includes former

00:12:41.582 --> 00:12:42.462
private practice owner,

00:12:42.602 --> 00:12:43.722
manager at Top Hospital,

00:12:43.863 --> 00:12:46.823
EBP project manager, UM clinical reviewer,

00:12:46.943 --> 00:12:48.404
auditor since twenty seventeen.

00:12:48.924 --> 00:12:49.865
At this stage of my life,

00:12:50.004 --> 00:12:51.024
I just need a part time

00:12:51.065 --> 00:12:52.105
remote nonclinical and

00:12:52.166 --> 00:12:53.385
preferably ten ninety nine

00:12:53.426 --> 00:12:54.505
job to pay basic living

00:12:54.566 --> 00:12:55.726
expenses until I retire.

00:12:56.187 --> 00:12:57.606
How does one explain this in

00:12:57.687 --> 00:12:58.307
cover letters and

00:12:58.346 --> 00:12:59.868
interviews without sounding unmotivated?

00:13:00.528 --> 00:13:01.607
Don't do that.

00:13:01.668 --> 00:13:01.967
That is.

00:13:03.149 --> 00:13:04.808
I keep getting your qualified.

00:13:07.217 --> 00:13:10.019
You don't put it in a cover

00:13:10.058 --> 00:13:11.599
letter what you would do.

00:13:11.739 --> 00:13:13.820
So this individual is a

00:13:13.860 --> 00:13:14.620
previous practice owner.

00:13:14.639 --> 00:13:16.520
That means you have been out there.

00:13:16.721 --> 00:13:17.821
You probably had some challenges.

00:13:18.120 --> 00:13:20.182
You probably have thicker skin.

00:13:20.221 --> 00:13:21.542
You've seen a lot of the world,

00:13:21.581 --> 00:13:22.642
how the world works, all that.

00:13:23.361 --> 00:13:24.682
Okay, here's one tip.

00:13:24.883 --> 00:13:25.482
Tony said, hey,

00:13:25.503 --> 00:13:26.523
let's try to provide value.

00:13:26.722 --> 00:13:27.462
Here's what I would do.

00:13:28.423 --> 00:13:29.043
Contact...

00:13:29.962 --> 00:13:32.303
Business owners like me, Tony, maybe Jimmy,

00:13:32.364 --> 00:13:32.683
I don't know.

00:13:33.183 --> 00:13:36.546
Contact them and say, hey, Tony,

00:13:37.186 --> 00:13:39.427
what's your biggest challenges right now?

00:13:39.706 --> 00:13:39.787
Oh,

00:13:39.807 --> 00:13:41.028
you don't want to hire a full-time

00:13:41.048 --> 00:13:41.788
physical therapist?

00:13:41.827 --> 00:13:42.048
Or, oh,

00:13:42.128 --> 00:13:43.229
I see you're doing a lot of this

00:13:44.249 --> 00:13:47.051
content around this Biodex treadmill.

00:13:47.630 --> 00:13:50.192
You just contact, cold message on LinkedIn,

00:13:50.672 --> 00:13:52.952
website, email, whatever, find it,

00:13:53.033 --> 00:13:53.774
Facebook, wherever.

00:13:54.884 --> 00:13:55.403
Contact people.

00:13:55.423 --> 00:13:56.384
You want it to be virtual?

00:13:56.424 --> 00:13:57.424
You want it to be non-clinical?

00:13:57.725 --> 00:13:58.785
You just contact whoever.

00:13:58.806 --> 00:13:59.225
Like, I don't know.

00:13:59.885 --> 00:14:00.806
The thing is that the person

00:14:00.826 --> 00:14:03.668
doesn't even like know what they want.

00:14:03.908 --> 00:14:05.969
So if you don't know what you want, like,

00:14:06.428 --> 00:14:07.048
and you, but you know,

00:14:07.068 --> 00:14:08.470
your skillset and you know,

00:14:08.529 --> 00:14:09.629
like you're looking for, you know,

00:14:09.649 --> 00:14:10.370
a W-two, whatever.

00:14:10.389 --> 00:14:11.530
So there's a lot of things in here.

00:14:12.796 --> 00:14:14.037
You contact local business owners,

00:14:14.076 --> 00:14:15.397
maybe it's healthcare, maybe it's not.

00:14:15.878 --> 00:14:17.038
And you just ask those local

00:14:17.057 --> 00:14:18.599
business owners, those managers,

00:14:18.639 --> 00:14:21.380
clinic directors, whoever, like, hey,

00:14:21.421 --> 00:14:23.162
like I'm just, I have this skillset.

00:14:23.201 --> 00:14:24.543
This is my brief background.

00:14:24.663 --> 00:14:26.163
I know you don't really care about that.

00:14:26.543 --> 00:14:27.063
I'm curious,

00:14:27.364 --> 00:14:28.365
what's going on in your world?

00:14:28.404 --> 00:14:29.985
Like what's your biggest challenge?

00:14:30.566 --> 00:14:32.967
What is your biggest burden or issue?

00:14:32.988 --> 00:14:34.788
And then it's like, oh, well,

00:14:34.828 --> 00:14:35.928
couldn't have you tried this?

00:14:35.948 --> 00:14:36.669
Have you tried that?

00:14:36.730 --> 00:14:36.909
Like,

00:14:37.490 --> 00:14:39.150
I actually have some history or

00:14:39.211 --> 00:14:41.413
expertise or skill in this.

00:14:41.572 --> 00:14:42.974
Or, oh, your biggest challenge is,

00:14:42.994 --> 00:14:44.254
you know, I don't know.

00:14:44.274 --> 00:14:45.716
Let's say Jimmy wants to.

00:14:47.015 --> 00:14:47.417
Jimmy,

00:14:47.576 --> 00:14:48.476
what's your biggest challenge you

00:14:48.498 --> 00:14:49.899
have with vestibular first?

00:14:50.158 --> 00:14:51.840
Would you need someone to

00:14:51.899 --> 00:14:53.981
help with the research side,

00:14:54.022 --> 00:14:56.563
the physical product side, the sales side,

00:14:56.923 --> 00:14:57.985
finding prospects?

00:14:58.004 --> 00:14:59.926
All someone has to do is

00:14:59.946 --> 00:15:02.388
just ask questions and see

00:15:02.408 --> 00:15:03.889
if your skill set can help

00:15:03.969 --> 00:15:05.509
solve that problem for

00:15:05.549 --> 00:15:06.530
someone and they'll

00:15:06.571 --> 00:15:07.672
probably pay you for it.

00:15:08.153 --> 00:15:09.975
Yeah, I think, yeah, what Dave said,

00:15:10.095 --> 00:15:11.515
which is go somewhere you'd

00:15:11.696 --> 00:15:12.956
think you'd already want to be,

00:15:13.756 --> 00:15:15.277
or do you know someone you

00:15:15.317 --> 00:15:16.837
really want to be around with, right?

00:15:16.857 --> 00:15:17.398
Because that's what we've

00:15:17.437 --> 00:15:18.879
talked about a lot of times, which is,

00:15:19.770 --> 00:15:21.711
How do you know a job situation is great?

00:15:21.730 --> 00:15:22.511
It's like you get excited

00:15:22.532 --> 00:15:23.532
because of the people you work with.

00:15:23.552 --> 00:15:24.211
A lot of times it really

00:15:24.231 --> 00:15:25.251
doesn't even matter what you're doing.

00:15:25.272 --> 00:15:27.793
It does within, but it's like, hey man,

00:15:27.812 --> 00:15:28.692
I would hang out with you

00:15:28.712 --> 00:15:29.653
guys even if we didn't get paid.

00:15:30.493 --> 00:15:31.913
We don't get paid for this.

00:15:32.653 --> 00:15:33.234
So yes,

00:15:33.594 --> 00:15:37.615
which is people need to unlearn and

00:15:37.654 --> 00:15:38.894
stop reading posts like that.

00:15:38.995 --> 00:15:40.154
Not because I think they're bad,

00:15:40.174 --> 00:15:42.936
but I think it leads to limiting outcomes,

00:15:43.015 --> 00:15:44.155
which is let me just go for...

00:15:45.677 --> 00:15:46.837
a clinically adjacent.

00:15:46.857 --> 00:15:48.440
They're not looking for non-clinical jobs.

00:15:48.799 --> 00:15:49.260
They're looking for

00:15:49.321 --> 00:15:50.381
clinically adjacent jobs.

00:15:50.721 --> 00:15:51.363
I need you to start looking

00:15:51.383 --> 00:15:52.725
for a non-clinical job if

00:15:52.745 --> 00:15:53.806
you don't want to be in the clinic.

00:15:54.306 --> 00:15:55.988
Or look for a different clinic.

00:15:56.087 --> 00:15:56.989
Look for a different setting.

00:15:57.669 --> 00:15:59.611
My goal with that new series is to show,

00:15:59.631 --> 00:16:00.293
and I think I'm recording

00:16:00.312 --> 00:16:01.214
another episode today,

00:16:01.614 --> 00:16:03.995
a thousand different models

00:16:04.017 --> 00:16:05.118
that you can provide this thing.

00:16:06.488 --> 00:16:07.068
Yeah.

00:16:07.208 --> 00:16:08.470
And I would say to me,

00:16:08.509 --> 00:16:09.630
that sounds and somebody

00:16:09.671 --> 00:16:11.212
had shared this in one of the comments.

00:16:11.253 --> 00:16:13.075
I think that sounds more

00:16:13.115 --> 00:16:15.797
like the role for a consultant,

00:16:15.836 --> 00:16:17.178
for a project manager.

00:16:17.678 --> 00:16:18.120
You know,

00:16:18.179 --> 00:16:19.841
when when I think of something

00:16:19.881 --> 00:16:21.163
like that and I can relate

00:16:21.202 --> 00:16:23.105
to that person who's writing that post.

00:16:25.030 --> 00:16:27.032
they're looking for a part, air quotes,

00:16:27.091 --> 00:16:29.993
part-time job for, I guess, the stability,

00:16:30.013 --> 00:16:30.953
the consistency,

00:16:31.494 --> 00:16:33.014
but they want the freedom

00:16:33.293 --> 00:16:34.554
of independence and

00:16:34.615 --> 00:16:36.836
consulting and something like that,

00:16:36.855 --> 00:16:37.855
project management.

00:16:38.456 --> 00:16:42.437
So I had shared a post asking the question,

00:16:42.658 --> 00:16:43.999
if you could get thirty

00:16:44.038 --> 00:16:45.198
percent more per year,

00:16:45.239 --> 00:16:47.240
but be a contractor for two or three

00:16:47.779 --> 00:16:50.363
organizations versus take a

00:16:50.442 --> 00:16:51.663
lower salary and be a

00:16:51.724 --> 00:16:53.245
consistent forty hour week

00:16:53.285 --> 00:16:55.227
employee a lot of people

00:16:55.268 --> 00:16:56.469
shared their example of

00:16:56.528 --> 00:16:57.710
they're already doing that

00:16:58.051 --> 00:17:00.773
PRN travel like but with

00:17:00.812 --> 00:17:02.315
that comes a level of

00:17:03.046 --> 00:17:03.145
Okay,

00:17:03.285 --> 00:17:04.586
I'm not going to have the consistency.

00:17:04.626 --> 00:17:05.347
There's going to be some

00:17:05.367 --> 00:17:06.387
weeks where I make nothing.

00:17:06.729 --> 00:17:07.449
There's going to be some

00:17:07.469 --> 00:17:08.730
weeks where I make a ton.

00:17:09.990 --> 00:17:13.732
And I think if I'm answering a job post,

00:17:14.394 --> 00:17:16.035
I'm already at a position

00:17:16.115 --> 00:17:18.777
where I am asking for help.

00:17:18.977 --> 00:17:20.478
I'm the job seeker.

00:17:21.038 --> 00:17:23.079
The employer is solving my problem.

00:17:23.240 --> 00:17:24.601
I have extra hours to sell.

00:17:24.661 --> 00:17:26.061
The employer is buying those

00:17:26.102 --> 00:17:27.182
hours at a discount.

00:17:27.611 --> 00:17:29.771
Whereas if I'm selling

00:17:29.972 --> 00:17:32.314
consultative services, expertise,

00:17:32.953 --> 00:17:35.476
I'm solving the clinic owner's problem,

00:17:35.855 --> 00:17:36.977
they're going to come to me

00:17:37.037 --> 00:17:38.278
expecting to pay a premium.

00:17:38.298 --> 00:17:40.538
And so I think it's a

00:17:40.578 --> 00:17:42.861
mindset shift of there

00:17:42.901 --> 00:17:43.980
probably isn't the job

00:17:44.000 --> 00:17:45.001
you're looking for unless

00:17:45.021 --> 00:17:45.843
you're going to do it for

00:17:46.002 --> 00:17:47.483
twelve or fifteen dollars an hour.

00:17:48.423 --> 00:17:49.285
If you're going to do that,

00:17:49.424 --> 00:17:51.366
you'll get a part-time job somewhere.

00:17:52.449 --> 00:17:54.711
But if you need to make thirty, forty,

00:17:54.750 --> 00:17:56.732
fifty, a hundred dollars an hour,

00:17:56.873 --> 00:17:58.294
you're going to be a consultant,

00:17:58.334 --> 00:17:59.375
you're going to be a coach,

00:17:59.395 --> 00:18:00.436
you're going to be a leader.

00:18:01.377 --> 00:18:02.618
And if you want the freedom,

00:18:02.999 --> 00:18:04.059
then you have to also be

00:18:04.099 --> 00:18:05.721
able to kind of dictate and

00:18:05.761 --> 00:18:06.623
create the schedule.

00:18:07.150 --> 00:18:08.971
Hips and shoulders, right?

00:18:09.111 --> 00:18:09.711
And that's something that

00:18:09.730 --> 00:18:11.211
Jimmy said maybe a few

00:18:11.291 --> 00:18:12.231
weeks ago or months ago.

00:18:12.311 --> 00:18:13.133
Do you remember we covered

00:18:13.153 --> 00:18:14.272
this a little bit, Jimmy?

00:18:14.373 --> 00:18:16.294
And he, so Jimmy, you said something,

00:18:16.854 --> 00:18:17.694
it's one of my favorite

00:18:17.714 --> 00:18:19.296
quotes this whole year on the show.

00:18:19.336 --> 00:18:20.816
It was something around like, yeah,

00:18:20.836 --> 00:18:21.576
it was something around

00:18:21.876 --> 00:18:22.537
someone like this.

00:18:22.576 --> 00:18:23.678
We covered a post similar to

00:18:23.718 --> 00:18:24.458
this a while ago.

00:18:24.897 --> 00:18:26.298
And it was something like, I want this,

00:18:26.338 --> 00:18:27.179
I want this, I want this,

00:18:27.199 --> 00:18:28.339
but I want it on my schedule.

00:18:28.480 --> 00:18:29.099
Do you remember that?

00:18:29.700 --> 00:18:30.941
Maybe, I don't know.

00:18:31.161 --> 00:18:32.980
And anyone that's watching or listening,

00:18:33.000 --> 00:18:34.842
just rewind back to what Tony just said.

00:18:34.922 --> 00:18:36.781
It's like, you have to know, like, are you,

00:18:36.862 --> 00:18:37.521
that's why I'm saying like,

00:18:37.541 --> 00:18:38.642
go solve their problems.

00:18:39.182 --> 00:18:39.722
Ask them what their

00:18:39.762 --> 00:18:40.623
challenges are because

00:18:40.883 --> 00:18:42.002
they'll be more likely to

00:18:42.242 --> 00:18:43.643
pay you like a little bit

00:18:43.682 --> 00:18:45.203
better of a rate or like Tony said,

00:18:45.223 --> 00:18:45.864
a premium rate.

00:18:46.223 --> 00:18:47.364
But if you're reaching out

00:18:47.403 --> 00:18:49.784
to them and they have this, you know,

00:18:49.804 --> 00:18:51.365
these tasks or whatever the, you know,

00:18:51.444 --> 00:18:52.605
whatever the role of the job is,

00:18:53.005 --> 00:18:53.424
then yeah,

00:18:53.444 --> 00:18:54.244
they're going to just base it

00:18:54.285 --> 00:18:55.384
off of like market rate.

00:18:55.404 --> 00:18:56.026
And it's probably going to

00:18:56.046 --> 00:18:58.326
be a lower dollar amount per hour.

00:18:59.266 --> 00:18:59.506
Yeah.

00:18:59.566 --> 00:19:01.207
Hi, Cynthia, watching from Rockwall,

00:19:01.227 --> 00:19:01.548
Texas.

00:19:02.667 --> 00:19:03.388
I said this a couple of

00:19:03.409 --> 00:19:05.029
weeks ago to students when we did,

00:19:05.109 --> 00:19:07.270
I did a live event at Nazareth College.

00:19:07.290 --> 00:19:08.271
We did like a Zoom thing.

00:19:08.711 --> 00:19:10.874
And I've said hips and shoulders.

00:19:10.973 --> 00:19:11.753
Do you remember that?

00:19:11.794 --> 00:19:13.556
It's like the shoulder has

00:19:13.615 --> 00:19:15.396
the most flexibility in any joint,

00:19:15.656 --> 00:19:18.499
but not some stability, but not a ton,

00:19:18.538 --> 00:19:18.739
right?

00:19:18.759 --> 00:19:20.119
So a bunch of flexibility.

00:19:20.519 --> 00:19:21.401
You're a consultant or

00:19:21.421 --> 00:19:22.421
you're a hired gun or

00:19:22.441 --> 00:19:23.501
you're doing whatever you want.

00:19:23.882 --> 00:19:25.182
So there's a lot of mobility,

00:19:25.584 --> 00:19:26.624
but not a lot of stability.

00:19:26.984 --> 00:19:27.484
And a hip,

00:19:27.724 --> 00:19:28.885
the most secure joint in the body.

00:19:29.605 --> 00:19:32.928
Bam, tons of stability, some mobility.

00:19:33.468 --> 00:19:34.548
So nothing says you can't

00:19:34.568 --> 00:19:36.189
have a full-time hip job,

00:19:36.470 --> 00:19:37.410
but then also on the side,

00:19:37.450 --> 00:19:38.309
get a shoulder job.

00:19:38.691 --> 00:19:39.310
And maybe you start with

00:19:39.330 --> 00:19:40.070
that shoulder job as the

00:19:40.131 --> 00:19:41.031
side and it grows.

00:19:41.791 --> 00:19:42.913
But before you look at the

00:19:42.952 --> 00:19:44.313
flexibility and how it gets done,

00:19:45.213 --> 00:19:46.074
decide if these are the

00:19:46.114 --> 00:19:47.234
problems you'd like to solve.

00:19:48.160 --> 00:19:48.859
Decide if these are the

00:19:48.880 --> 00:19:50.141
things you want to get out of bed to do.

00:19:50.500 --> 00:19:51.882
Because look, man,

00:19:52.201 --> 00:19:53.842
I was a PT for two and a half,

00:19:53.882 --> 00:19:54.903
three years after going to

00:19:54.942 --> 00:19:55.762
school for three years.

00:19:56.063 --> 00:19:57.203
That math doesn't math.

00:19:57.544 --> 00:19:58.684
I could still be in the clinic.

00:19:58.964 --> 00:19:59.525
I wouldn't be happy.

00:20:00.005 --> 00:20:00.345
I wouldn't.

00:20:01.105 --> 00:20:02.445
So I lucked out because I

00:20:02.486 --> 00:20:03.547
was able to do something in

00:20:03.567 --> 00:20:04.606
the profession that also

00:20:04.626 --> 00:20:05.507
was like parallel.

00:20:05.606 --> 00:20:06.468
Wasn't really adjacent.

00:20:06.548 --> 00:20:07.268
I didn't just say like,

00:20:07.387 --> 00:20:08.409
where's the realization

00:20:08.429 --> 00:20:10.970
review application.

00:20:11.690 --> 00:20:13.451
But decide what sort of

00:20:13.490 --> 00:20:14.551
thing you want to do and

00:20:14.592 --> 00:20:15.992
then figure out how to do it.

00:20:16.032 --> 00:20:16.894
The last thing I'll say is

00:20:17.213 --> 00:20:18.634
people don't pay you to do stuff.

00:20:18.694 --> 00:20:19.674
People pay you so they don't

00:20:19.714 --> 00:20:21.396
have to do that stuff, right?

00:20:21.497 --> 00:20:24.117
Like I could have replaced my gutters,

00:20:24.198 --> 00:20:25.118
but I paid a company like

00:20:25.259 --> 00:20:26.259
eight hundred or a thousand

00:20:26.299 --> 00:20:27.441
dollars to do it because it

00:20:27.461 --> 00:20:28.441
needed to be done because I

00:20:28.461 --> 00:20:29.541
was going to start to like, you know,

00:20:29.741 --> 00:20:30.762
wood rot or something.

00:20:31.262 --> 00:20:32.064
I could have done it,

00:20:32.544 --> 00:20:33.203
but it would have taken me

00:20:33.243 --> 00:20:34.945
like ten times as much.

00:20:35.006 --> 00:20:36.125
I would have bought way too

00:20:36.145 --> 00:20:37.968
much material and screwed up.

00:20:39.347 --> 00:20:41.049
I paid them not to do my gutters.

00:20:41.730 --> 00:20:43.154
I paid them so I didn't have

00:20:43.174 --> 00:20:43.938
to do my gutters.

00:20:44.239 --> 00:20:46.948
Start to wrap your head around that.

00:20:47.009 --> 00:20:47.892
Yeah, yeah.

00:20:49.286 --> 00:20:51.146
You had said something also

00:20:51.467 --> 00:20:52.988
that I was thinking about,

00:20:53.588 --> 00:20:55.028
but if you guys have another topic,

00:20:55.130 --> 00:20:56.390
I got lost.

00:20:56.470 --> 00:20:57.431
I forget what I was going to say.

00:20:57.471 --> 00:20:57.931
Well,

00:20:57.971 --> 00:20:59.132
I'll talk about the AM conference

00:20:59.152 --> 00:20:59.673
while you think.

00:20:59.692 --> 00:21:00.093
Go ahead.

00:21:00.133 --> 00:21:00.992
Yeah, please.

00:21:01.173 --> 00:21:02.114
Let me just go back to the

00:21:02.153 --> 00:21:03.234
hips and the shoulders thing, right?

00:21:03.255 --> 00:21:04.355
So Jimmy gave the example,

00:21:04.615 --> 00:21:08.298
the hip has less range of motion, right?

00:21:08.337 --> 00:21:09.179
But more stability.

00:21:09.679 --> 00:21:10.619
And then the shoulder has

00:21:10.960 --> 00:21:11.881
more degrees of freedom,

00:21:11.921 --> 00:21:12.820
more range of motion,

00:21:13.321 --> 00:21:14.702
and therefore less stability.

00:21:15.242 --> 00:21:17.044
So let's just put a few words to that.

00:21:19.566 --> 00:21:20.465
the excessive range of

00:21:20.506 --> 00:21:21.747
motion or the freedom of

00:21:21.787 --> 00:21:23.228
the shoulder would be like,

00:21:23.688 --> 00:21:26.849
you have like this PRN job and like,

00:21:28.111 --> 00:21:28.691
but then there's

00:21:28.750 --> 00:21:31.732
instability of your overall hourly.

00:21:31.772 --> 00:21:33.253
Like Tony just said a few minutes ago,

00:21:33.554 --> 00:21:34.474
there might be some weeks

00:21:34.494 --> 00:21:35.134
where you make more,

00:21:35.174 --> 00:21:36.816
some weeks where you make less.

00:21:36.836 --> 00:21:36.876
Uh,

00:21:37.757 --> 00:21:39.417
and then if you want the stability of

00:21:39.458 --> 00:21:41.759
the hip, the fixed salary or a,

00:21:42.039 --> 00:21:43.441
or a fixed salary plus

00:21:43.961 --> 00:21:45.461
whatever productivity, whatever, uh,

00:21:46.124 --> 00:21:47.023
then that might be a little

00:21:47.045 --> 00:21:48.305
bit lower because you're

00:21:48.365 --> 00:21:49.665
banking on the stability

00:21:49.705 --> 00:21:50.807
component of the whole

00:21:50.846 --> 00:21:53.607
dynamic instead of the

00:21:53.688 --> 00:21:54.669
freedom where you can just

00:21:54.709 --> 00:21:56.209
work from home three, four, five,

00:21:56.249 --> 00:21:57.130
whatever days per week.

00:21:57.630 --> 00:21:59.990
So those are the trade-offs.

00:22:00.050 --> 00:22:03.373
There are trade-offs to all this.

00:22:03.393 --> 00:22:04.834
You can have cake or you can eat cake.

00:22:06.222 --> 00:22:07.684
You don't get to have cake and eat cake.

00:22:07.885 --> 00:22:08.727
But how do you eat cake if

00:22:08.767 --> 00:22:09.448
you don't have cake?

00:22:09.567 --> 00:22:12.772
I never understood that analogy.

00:22:12.894 --> 00:22:15.116
Real quick analogy.

00:22:15.136 --> 00:22:17.401
Why do we see videos from the conference,

00:22:17.441 --> 00:22:19.624
Jimmy?

00:22:19.683 --> 00:22:20.025
What's that?

00:22:20.486 --> 00:22:21.426
Where are the lives?

00:22:21.487 --> 00:22:22.567
Why didn't we see videos

00:22:22.606 --> 00:22:23.247
from the conference?

00:22:23.307 --> 00:22:24.728
Yeah, we were doing a lot of recording.

00:22:24.948 --> 00:22:26.588
So I've been helping with

00:22:26.608 --> 00:22:28.670
their podcast and I did, I think,

00:22:28.809 --> 00:22:30.391
nineteen episodes in a day

00:22:30.411 --> 00:22:31.432
and a half or two days.

00:22:31.471 --> 00:22:33.093
So you'll you'll see and hear a lot.

00:22:34.113 --> 00:22:35.673
But we wanted it to, you know,

00:22:35.733 --> 00:22:38.455
like in insufficient Wi-Fi.

00:22:38.635 --> 00:22:39.736
It's not good.

00:22:39.776 --> 00:22:41.237
So I just want the full record way.

00:22:41.777 --> 00:22:43.938
But there's a book that I

00:22:43.958 --> 00:22:44.939
think I'm going to read and

00:22:44.959 --> 00:22:46.319
it's called Member Shift.

00:22:47.252 --> 00:22:48.794
Now, I did take the cheap route,

00:22:48.814 --> 00:22:50.815
which is I went to chat GPT and I said,

00:22:50.855 --> 00:22:51.154
hey,

00:22:51.214 --> 00:22:52.415
pretend you're the author of this

00:22:52.516 --> 00:22:53.875
book and I'm going to ask you questions.

00:22:53.915 --> 00:22:54.997
And I got a lot out of it.

00:22:55.037 --> 00:22:56.076
I got so much out of it that

00:22:56.096 --> 00:22:57.238
I want to read the actual book.

00:22:57.817 --> 00:23:00.118
But what I've noticed over conferences,

00:23:00.179 --> 00:23:04.060
especially like in AAMT or AAMT,

00:23:04.121 --> 00:23:04.862
American Academy of

00:23:04.922 --> 00:23:06.461
Orthopedic Manual Physical Therapists,

00:23:06.823 --> 00:23:07.502
like if you go to their

00:23:07.542 --> 00:23:08.522
conference more than once,

00:23:08.682 --> 00:23:09.763
I went when I was a student

00:23:10.064 --> 00:23:11.184
or maybe I just graduated

00:23:11.204 --> 00:23:12.805
back in twenty sixteen, twenty seventeen.

00:23:12.944 --> 00:23:14.046
And then I went last weekend.

00:23:15.146 --> 00:23:15.846
I saw the same people.

00:23:17.170 --> 00:23:18.210
I saw only the same people

00:23:18.390 --> 00:23:19.411
and that's not a knock on them.

00:23:20.070 --> 00:23:20.911
And those people are

00:23:20.971 --> 00:23:23.771
constantly beating the drum to say, we're,

00:23:24.412 --> 00:23:25.471
we have something of value.

00:23:25.571 --> 00:23:27.492
Come join us, come join us, come join us,

00:23:27.512 --> 00:23:27.952
come join us.

00:23:28.192 --> 00:23:28.833
But I gotta be honest,

00:23:28.853 --> 00:23:30.053
if I were to go there as a

00:23:30.212 --> 00:23:32.453
new grad or someone who was like, okay,

00:23:32.814 --> 00:23:34.574
it's intimidating because there are these,

00:23:34.733 --> 00:23:35.454
so many of these like

00:23:35.494 --> 00:23:36.355
people who've been doing it

00:23:36.394 --> 00:23:38.734
for it doesn't even matter what they do.

00:23:38.976 --> 00:23:40.175
They've been doing it so long.

00:23:40.875 --> 00:23:41.976
And this is the first year

00:23:41.996 --> 00:23:42.695
that I've been recording

00:23:42.736 --> 00:23:43.997
podcasts and videos for them.

00:23:44.116 --> 00:23:46.176
And I've received a lot of good feedback,

00:23:46.196 --> 00:23:47.116
some really great compliments,

00:23:47.136 --> 00:23:48.137
which makes me feel good.

00:23:48.577 --> 00:23:49.998
But I don't think it's necessarily me.

00:23:50.077 --> 00:23:50.917
I think it's the fact that

00:23:51.238 --> 00:23:52.298
they started communicating

00:23:52.439 --> 00:23:53.259
outside of their one

00:23:53.298 --> 00:23:54.858
conference or their town

00:23:54.919 --> 00:23:56.539
halls or their emails,

00:23:57.119 --> 00:23:58.759
which is the lesson is if

00:23:58.779 --> 00:24:00.299
you reach people in places

00:24:00.319 --> 00:24:01.280
that you're not reaching them,

00:24:01.540 --> 00:24:02.300
they'll feel welcome.

00:24:03.202 --> 00:24:04.744
This is the basics, right?

00:24:05.065 --> 00:24:06.105
Some people are like, oh my gosh,

00:24:06.125 --> 00:24:06.727
I've been listening to your

00:24:06.747 --> 00:24:08.167
podcast for a couple of students.

00:24:08.868 --> 00:24:09.690
Some of the professors who

00:24:09.730 --> 00:24:10.570
are like leadership in this

00:24:10.611 --> 00:24:11.352
organization brought

00:24:11.392 --> 00:24:13.113
students and they're like, oh yeah,

00:24:13.192 --> 00:24:14.094
I was able to sort of like

00:24:14.375 --> 00:24:15.836
dip a toe and not dive

00:24:15.895 --> 00:24:17.738
right into giving up a weekend.

00:24:18.974 --> 00:24:20.537
or becoming a member to this thing,

00:24:20.678 --> 00:24:21.499
and then the membership's

00:24:21.538 --> 00:24:22.559
going by at ten thousand

00:24:22.579 --> 00:24:23.580
miles an hour because you

00:24:23.601 --> 00:24:24.442
have to remember something.

00:24:25.022 --> 00:24:26.044
A patient who's been at your

00:24:26.084 --> 00:24:28.186
clinic for six months or a

00:24:28.247 --> 00:24:29.087
patient who's been there on

00:24:29.107 --> 00:24:29.828
their first day,

00:24:30.229 --> 00:24:31.590
they're experiencing this differently.

00:24:31.651 --> 00:24:32.771
The same is for members.

00:24:33.032 --> 00:24:34.173
The same is for employees.

00:24:34.994 --> 00:24:35.974
You can't speak to those

00:24:36.015 --> 00:24:37.476
people about the same

00:24:37.536 --> 00:24:38.756
topics in the same way.

00:24:39.115 --> 00:24:40.215
You've got to slow it down

00:24:40.316 --> 00:24:41.797
and break it down, not dumb it down,

00:24:41.896 --> 00:24:42.836
slow it down and break it

00:24:42.876 --> 00:24:43.876
down for people who are on

00:24:43.896 --> 00:24:45.397
their first day and the

00:24:45.438 --> 00:24:46.958
person who's on their ten thousandth day.

00:24:47.298 --> 00:24:48.798
And the juggle is how do you

00:24:48.818 --> 00:24:49.798
do that consistently?

00:24:50.318 --> 00:24:51.659
And that's create content

00:24:51.699 --> 00:24:53.019
for those individual people

00:24:53.039 --> 00:24:53.559
I'm talking about.

00:24:53.779 --> 00:24:54.880
This is why so much effort

00:24:55.500 --> 00:24:57.280
and money goes into onboarding people.

00:24:57.840 --> 00:24:58.721
Because we understand if the

00:24:58.882 --> 00:24:59.943
onboarding experience

00:25:00.223 --> 00:25:02.286
doesn't match expectations, dude,

00:25:02.406 --> 00:25:03.288
this feels sketch.

00:25:03.407 --> 00:25:04.388
I'm going to dip out.

00:25:04.469 --> 00:25:07.051
I feel like the generation

00:25:07.112 --> 00:25:08.433
now that's getting jobs is

00:25:08.493 --> 00:25:10.016
willing to bail faster if

00:25:10.056 --> 00:25:11.116
they don't like the vibes,

00:25:11.478 --> 00:25:12.398
if they get the ick.

00:25:12.439 --> 00:25:14.902
I'm using all of the buzzwords here, kids.

00:25:15.967 --> 00:25:17.147
they're willing to bail and

00:25:17.188 --> 00:25:18.188
that will cost you money.

00:25:18.989 --> 00:25:19.950
So I was looking at AOMT,

00:25:20.009 --> 00:25:22.050
like what could they do better?

00:25:22.230 --> 00:25:23.251
And I think whatever they do

00:25:23.291 --> 00:25:23.971
for those people,

00:25:24.412 --> 00:25:25.093
it wouldn't be the same

00:25:25.113 --> 00:25:26.192
people from twenty sixteen

00:25:26.973 --> 00:25:27.854
to this weekend if they

00:25:27.875 --> 00:25:28.755
didn't do something.

00:25:29.154 --> 00:25:30.195
But they all have a

00:25:30.215 --> 00:25:31.936
strategic goal to grow.

00:25:32.376 --> 00:25:34.959
And I say the answer is slow it down,

00:25:35.278 --> 00:25:36.819
break it down, don't dumb it down,

00:25:36.940 --> 00:25:38.840
but understand who your audience is.

00:25:38.941 --> 00:25:40.201
And I think organizations

00:25:40.241 --> 00:25:41.002
are finally catching up.

00:25:41.363 --> 00:25:42.423
I very rarely have to like

00:25:43.003 --> 00:25:44.244
pitch myself if I'm like

00:25:44.285 --> 00:25:45.445
creating content for people,

00:25:45.826 --> 00:25:46.807
for organizations,

00:25:47.188 --> 00:25:48.608
I really rarely need to be like, okay,

00:25:48.628 --> 00:25:49.930
so here's why you need to create.

00:25:49.970 --> 00:25:50.570
They're past that.

00:25:50.730 --> 00:25:51.612
I think it's twenty twenty four.

00:25:51.632 --> 00:25:52.451
They're like, yeah,

00:25:52.491 --> 00:25:53.292
everything's everywhere.

00:25:53.333 --> 00:25:54.233
How come we don't have that?

00:25:54.273 --> 00:25:54.733
I'm like, well,

00:25:55.174 --> 00:25:56.496
the best time to plant a

00:25:56.536 --> 00:25:57.717
tree for shade was twenty

00:25:57.737 --> 00:25:58.538
years ago and the second

00:25:58.557 --> 00:25:59.417
best times right now.

00:26:00.479 --> 00:26:02.038
And the final thing I'll say

00:26:02.058 --> 00:26:04.140
about this is the expectation setting.

00:26:04.559 --> 00:26:05.640
You guys dropping three

00:26:05.680 --> 00:26:06.961
episodes of a podcast or

00:26:07.000 --> 00:26:08.421
five videos isn't going to

00:26:08.441 --> 00:26:09.421
get it done because the

00:26:09.520 --> 00:26:11.201
world is moving at the speed of swipe.

00:26:11.501 --> 00:26:13.201
So table stakes now.

00:26:13.782 --> 00:26:15.222
I think, I mean, I feel pretty confident.

00:26:15.282 --> 00:26:16.282
If you're an organization of

00:26:16.343 --> 00:26:17.344
more than a hundred people,

00:26:17.723 --> 00:26:19.423
table stakes is creating

00:26:19.463 --> 00:26:20.723
video content or audio

00:26:20.763 --> 00:26:22.005
content and social content

00:26:22.025 --> 00:26:22.805
on a regular basis.

00:26:23.005 --> 00:26:23.924
What are your thoughts on that?

00:26:24.025 --> 00:26:26.066
To me, that's table stakes.

00:26:26.086 --> 00:26:26.605
Dave?

00:26:28.337 --> 00:26:28.837
Yeah.

00:26:28.857 --> 00:26:29.357
Need to be doing it.

00:26:29.417 --> 00:26:29.878
Absolutely.

00:26:29.919 --> 00:26:30.278
Why not?

00:26:31.558 --> 00:26:31.679
Dave,

00:26:31.759 --> 00:26:35.279
what's your like content generation

00:26:35.400 --> 00:26:37.280
framework or model or do

00:26:37.300 --> 00:26:38.661
you have any like specific

00:26:38.701 --> 00:26:40.362
goals or things that you try to do?

00:26:41.201 --> 00:26:42.403
You've got the YouTube channel,

00:26:42.423 --> 00:26:43.462
the LinkedIn, you know,

00:26:43.482 --> 00:26:45.223
you're in multiple places, Twitter.

00:26:46.943 --> 00:26:48.505
How do you approach content

00:26:48.525 --> 00:26:50.085
generation to get the word

00:26:50.164 --> 00:26:50.944
out about either your

00:26:50.984 --> 00:26:52.986
practice or what you're doing?

00:26:55.299 --> 00:26:55.440
Uh,

00:26:55.500 --> 00:26:56.901
it's kind of like a praying spray model.

00:26:56.921 --> 00:26:58.481
Uh, you know,

00:26:58.501 --> 00:26:59.722
just like I've been on a

00:26:59.742 --> 00:27:00.544
bunch of these platforms.

00:27:00.663 --> 00:27:02.085
I think I,

00:27:02.384 --> 00:27:06.086
I do need to delegate an outsource, uh,

00:27:06.307 --> 00:27:08.169
starting in a week or two.

00:27:08.608 --> 00:27:09.210
Uh, we're going to,

00:27:09.390 --> 00:27:10.150
my wife and I were going to

00:27:10.170 --> 00:27:11.810
be hiring and starting with

00:27:11.851 --> 00:27:13.372
our first cleaning person here.

00:27:13.511 --> 00:27:14.472
I cannot wait.

00:27:14.893 --> 00:27:15.794
So in our, in our place,

00:27:15.814 --> 00:27:17.174
in our apartment cannot wait.

00:27:17.234 --> 00:27:20.596
So I also need to, uh, delegate the actual,

00:27:21.037 --> 00:27:23.318
like the actual physical posting

00:27:23.578 --> 00:27:24.579
Of the post now,

00:27:24.599 --> 00:27:25.580
because you can't schedule

00:27:25.621 --> 00:27:26.942
on Facebook and you can't

00:27:26.982 --> 00:27:29.144
schedule posts on some platforms, Twitter,

00:27:29.164 --> 00:27:30.445
you can LinkedIn, you can,

00:27:30.465 --> 00:27:32.208
but arguably the post gets

00:27:32.228 --> 00:27:33.048
throttled down because they

00:27:33.068 --> 00:27:34.349
know it's like an artificial post.

00:27:34.990 --> 00:27:38.614
So my my content strategy is like also,

00:27:39.275 --> 00:27:40.596
I mean, frequency is important.

00:27:41.396 --> 00:27:42.578
But then we talked about it

00:27:42.618 --> 00:27:43.680
recently in the past week or two.

00:27:43.720 --> 00:27:45.402
Like, I just, I don't know,

00:27:45.422 --> 00:27:46.343
like we've been around

00:27:46.363 --> 00:27:47.243
enough with social media.

00:27:47.284 --> 00:27:48.105
Like we kind of know what's

00:27:48.144 --> 00:27:49.346
going to get attention.

00:27:50.347 --> 00:27:51.549
So even like, I don't know if you saw,

00:27:51.569 --> 00:27:53.050
like I posted our business card.

00:27:53.070 --> 00:27:54.093
Did you see this post on

00:27:54.173 --> 00:27:55.134
Facebook or LinkedIn?

00:27:55.173 --> 00:27:55.694
No.

00:27:56.505 --> 00:27:57.904
So I posted like a digital

00:27:57.944 --> 00:27:59.065
image of our business card

00:27:59.486 --> 00:28:00.726
and it's a little, you know, it's busy.

00:28:00.766 --> 00:28:01.726
It's got like a lot of extra

00:28:01.766 --> 00:28:02.665
words and you know,

00:28:02.685 --> 00:28:04.226
the treatments and I got a ton of,

00:28:04.546 --> 00:28:06.047
it says like, hey, therapy colleagues,

00:28:06.067 --> 00:28:06.666
can you give me some

00:28:06.686 --> 00:28:08.906
feedback on our business card?

00:28:09.366 --> 00:28:10.547
Something like that, question mark,

00:28:10.586 --> 00:28:12.448
you know?

00:28:12.728 --> 00:28:13.367
And you know,

00:28:13.428 --> 00:28:14.508
it's got a lot of words on it.

00:28:14.528 --> 00:28:16.888
It's got, you know, neuro rehab,

00:28:16.949 --> 00:28:18.888
sports medicine, you know, whatever,

00:28:18.989 --> 00:28:20.689
joint, muscle, bone, tendon,

00:28:20.828 --> 00:28:21.929
like just too many things

00:28:21.969 --> 00:28:23.390
and the treatments, like I got feedback,

00:28:23.430 --> 00:28:24.250
treatments should be on the back,

00:28:24.269 --> 00:28:24.529
whatever.

00:28:25.369 --> 00:28:26.352
The whole point of it, though,

00:28:26.491 --> 00:28:28.816
is I knew it was going to get comments.

00:28:29.436 --> 00:28:30.659
I even got one negative

00:28:30.679 --> 00:28:31.539
comment on Facebook.

00:28:31.780 --> 00:28:32.501
We don't have to pull it up,

00:28:32.541 --> 00:28:35.205
but someone was like, you know,

00:28:35.226 --> 00:28:35.846
I don't even know if this

00:28:36.127 --> 00:28:36.929
guy's a practice owner,

00:28:36.969 --> 00:28:38.372
but the negative comment was like,

00:28:39.670 --> 00:28:40.089
Hey,

00:28:40.150 --> 00:28:41.510
if it's that hard to sell concierge

00:28:41.550 --> 00:28:41.951
services,

00:28:41.971 --> 00:28:42.811
then I think you need to like

00:28:42.852 --> 00:28:43.711
take insurance or get

00:28:43.731 --> 00:28:44.632
better referrals or get

00:28:44.652 --> 00:28:45.492
better patients or whatever.

00:28:45.512 --> 00:28:48.074
And I was like, Oh wow.

00:28:48.094 --> 00:28:50.154
I was like, so I chirped back a little bit,

00:28:50.194 --> 00:28:51.435
but anyway, the, uh,

00:28:51.516 --> 00:28:52.096
are you pulling it up?

00:28:52.135 --> 00:28:52.556
There we go.

00:28:53.076 --> 00:28:54.436
So yeah, there are all these, can I,

00:28:54.477 --> 00:28:55.518
can I get some feedback on

00:28:55.557 --> 00:28:56.377
this business card?

00:28:56.417 --> 00:28:57.679
It's a little busy, right?

00:28:58.419 --> 00:29:00.460
So I welcomed feedback.

00:29:00.579 --> 00:29:02.181
I'm, you know, putting myself out there.

00:29:02.981 --> 00:29:03.142
Um,

00:29:04.021 --> 00:29:05.522
we have printed this one but

00:29:05.564 --> 00:29:06.624
you know like I got a ton

00:29:06.644 --> 00:29:07.965
of feedback there's no qr

00:29:07.986 --> 00:29:09.227
code there's too much black

00:29:09.507 --> 00:29:10.647
there's too much words put

00:29:10.708 --> 00:29:11.628
the treatments on the back

00:29:11.689 --> 00:29:13.049
side remove the treatments

00:29:13.711 --> 00:29:16.353
um I knew guys I don't know

00:29:16.373 --> 00:29:17.974
if you realize this you

00:29:18.115 --> 00:29:18.996
you're both smart enough to

00:29:19.016 --> 00:29:20.477
realize this I put this out

00:29:20.497 --> 00:29:21.978
there because I know what's

00:29:21.998 --> 00:29:22.999
going to get comments and

00:29:23.038 --> 00:29:24.500
engagement and some people

00:29:24.519 --> 00:29:25.161
are going to be like oh

00:29:25.201 --> 00:29:26.281
here's what mine looks like

00:29:26.883 --> 00:29:28.044
and everyone believes that

00:29:28.064 --> 00:29:28.903
they're right and

00:29:29.644 --> 00:29:29.904
you know,

00:29:30.306 --> 00:29:31.646
my feedback is the best and

00:29:31.686 --> 00:29:32.586
here's my insight and

00:29:32.606 --> 00:29:33.327
here's my experience.

00:29:33.387 --> 00:29:33.907
I would change this.

00:29:33.968 --> 00:29:34.409
I would change this.

00:29:34.469 --> 00:29:34.929
I would change this.

00:29:34.969 --> 00:29:37.330
Now I actually got real feedback,

00:29:37.351 --> 00:29:39.011
but my content approach is

00:29:40.173 --> 00:29:41.133
putting things out there

00:29:41.933 --> 00:29:43.714
that I assume are going to

00:29:43.734 --> 00:29:44.615
catch some attention.

00:29:44.655 --> 00:29:45.517
It's going to be different

00:29:45.576 --> 00:29:46.557
than what you're seeing in

00:29:46.597 --> 00:29:48.878
the algorithm when you're scrolling.

00:29:50.279 --> 00:29:51.621
And so a lot of this, as you know,

00:29:51.661 --> 00:29:52.981
is kind of historically has

00:29:53.001 --> 00:29:55.703
been around partnering and, you know,

00:29:55.723 --> 00:29:56.825
trying to buy practices and

00:29:56.884 --> 00:29:57.865
the Dave Kittle show and all that.

00:29:58.972 --> 00:29:59.853
And then also now recently

00:29:59.873 --> 00:30:00.532
I've been posting a little

00:30:00.553 --> 00:30:01.493
bit more of the hiring

00:30:01.534 --> 00:30:03.574
stuff and selfies with

00:30:03.614 --> 00:30:05.835
patients and clients and all that.

00:30:05.954 --> 00:30:07.015
So I want to show,

00:30:07.976 --> 00:30:08.816
just like a lot of other

00:30:08.855 --> 00:30:10.135
successful practices out there,

00:30:10.195 --> 00:30:11.416
I want to show what it's

00:30:11.497 --> 00:30:12.757
like to be a therapist with us.

00:30:12.997 --> 00:30:13.936
So like Josh Funk,

00:30:14.317 --> 00:30:15.438
who was on my show before,

00:30:16.038 --> 00:30:17.417
I think he just opened his

00:30:17.458 --> 00:30:18.258
eleventh clinic or

00:30:18.298 --> 00:30:20.578
something in the DMV area.

00:30:20.598 --> 00:30:21.858
He's doing incredible.

00:30:24.000 --> 00:30:25.220
He puts out a lot of content

00:30:25.901 --> 00:30:26.621
showing like what the

00:30:26.641 --> 00:30:27.760
therapists are doing, you know,

00:30:27.820 --> 00:30:29.061
treatment wise or showing

00:30:29.142 --> 00:30:30.362
exercises or drills.

00:30:31.502 --> 00:30:33.722
And we all think like that's

00:30:33.742 --> 00:30:34.763
just to attract patients.

00:30:34.804 --> 00:30:34.983
Right.

00:30:35.023 --> 00:30:36.923
And he's like, not really.

00:30:36.983 --> 00:30:38.085
It's actually to attract the

00:30:38.144 --> 00:30:38.944
right therapist.

00:30:39.305 --> 00:30:40.546
And I was like, oh, my gosh.

00:30:40.586 --> 00:30:42.885
So in the next, you know,

00:30:42.986 --> 00:30:43.987
six months or so.

00:30:45.160 --> 00:30:46.079
You're definitely going to

00:30:46.099 --> 00:30:48.181
see more of that from us, from me,

00:30:48.260 --> 00:30:50.001
from my team, whatever, delegating it,

00:30:50.843 --> 00:30:52.722
putting out content like Tony is, like,

00:30:52.863 --> 00:30:53.644
you know,

00:30:53.663 --> 00:30:55.285
your patients on the Biodex treadmill,

00:30:55.305 --> 00:30:56.045
you're strapping them up to

00:30:56.065 --> 00:30:56.924
the overhead harness.

00:30:57.464 --> 00:30:58.125
So we're going to be putting

00:30:58.306 --> 00:30:59.066
all that out there

00:30:59.866 --> 00:31:02.688
organically on Facebook, LinkedIn,

00:31:02.708 --> 00:31:03.127
Twitter.

00:31:04.098 --> 00:31:05.278
maybe start another YouTube channel,

00:31:05.298 --> 00:31:05.880
but I mean, I need,

00:31:05.960 --> 00:31:06.880
I need help to do all that.

00:31:06.920 --> 00:31:07.140
Right.

00:31:07.200 --> 00:31:08.220
So those,

00:31:08.480 --> 00:31:09.721
that's my content strategy is

00:31:09.740 --> 00:31:10.881
like putting a lot out

00:31:10.901 --> 00:31:11.701
there at the same time.

00:31:11.740 --> 00:31:12.661
Now we're running Facebook

00:31:12.780 --> 00:31:14.122
ads for the patient facing

00:31:14.182 --> 00:31:15.541
practice for concierge pain relief.

00:31:15.582 --> 00:31:17.123
I have that guy, Joe Lowell,

00:31:17.143 --> 00:31:18.883
who reached out to run Facebook ads.

00:31:19.323 --> 00:31:20.003
That's interesting.

00:31:20.044 --> 00:31:22.023
We could talk about, but anyway, that's,

00:31:22.763 --> 00:31:24.224
that's a lot of my approach

00:31:24.244 --> 00:31:24.884
with social media.

00:31:25.566 --> 00:31:26.366
Yeah,

00:31:26.606 --> 00:31:28.208
but I think you're less pray and spray,

00:31:28.387 --> 00:31:28.607
right?

00:31:28.667 --> 00:31:29.749
Because you're testing things.

00:31:29.808 --> 00:31:30.710
Pray and spray would just be

00:31:30.730 --> 00:31:32.932
like continually just do

00:31:32.991 --> 00:31:35.032
more and different and not

00:31:35.113 --> 00:31:36.054
look at what's working and

00:31:36.074 --> 00:31:36.775
what's not working.

00:31:37.115 --> 00:31:38.415
And you don't do that.

00:31:38.695 --> 00:31:39.717
You pay attention to what is

00:31:39.737 --> 00:31:40.337
and isn't working.

00:31:40.738 --> 00:31:42.578
And you also put thought into it.

00:31:42.878 --> 00:31:43.019
I mean,

00:31:43.039 --> 00:31:44.181
I've worked for places who are like,

00:31:45.066 --> 00:31:45.626
they would turn to the

00:31:45.666 --> 00:31:46.867
social media team and be like,

00:31:46.887 --> 00:31:47.489
do this now.

00:31:47.709 --> 00:31:48.210
And they're like, dude,

00:31:48.230 --> 00:31:49.070
you don't understand.

00:31:49.872 --> 00:31:50.993
This isn't rocket science,

00:31:51.034 --> 00:31:52.255
but you're all over the

00:31:52.295 --> 00:31:53.175
place and I can't even

00:31:53.215 --> 00:31:54.478
follow what I'm supposed to be doing.

00:31:54.919 --> 00:31:55.900
So I've actually in the last

00:31:56.259 --> 00:31:57.402
five or six months probably

00:31:57.442 --> 00:31:59.324
done less and had the same,

00:31:59.364 --> 00:32:01.046
if not better results by doing less.

00:32:01.606 --> 00:32:02.448
because the the eighty

00:32:02.468 --> 00:32:04.189
twenty rule applies.

00:32:04.648 --> 00:32:04.769
Right.

00:32:04.788 --> 00:32:05.449
You guys are familiar with

00:32:05.469 --> 00:32:06.470
the eighty twenty rule, right?

00:32:07.309 --> 00:32:08.010
Twenty percent of your

00:32:08.070 --> 00:32:09.030
efforts get eighty percent

00:32:09.050 --> 00:32:10.511
of your results and then you flip it.

00:32:11.012 --> 00:32:11.633
Eighty percent of your

00:32:11.673 --> 00:32:12.673
results get twenty percent

00:32:12.693 --> 00:32:13.054
of your efforts.

00:32:13.094 --> 00:32:13.473
This is why,

00:32:13.493 --> 00:32:15.895
like Tim Ferriss is for our work week.

00:32:16.596 --> 00:32:18.336
is you know number one a

00:32:18.356 --> 00:32:19.157
best-selling book but

00:32:19.198 --> 00:32:20.838
number two like if you

00:32:20.898 --> 00:32:21.859
focused on that twenty

00:32:21.900 --> 00:32:22.880
percent that got the eighty

00:32:22.900 --> 00:32:24.882
percent results you do less

00:32:24.922 --> 00:32:26.163
but get more and then you'd

00:32:26.182 --> 00:32:27.123
have more time to think

00:32:27.163 --> 00:32:29.164
about what else can go into

00:32:29.184 --> 00:32:30.346
that but here here's the

00:32:30.385 --> 00:32:31.425
funny part let me know if

00:32:31.465 --> 00:32:32.547
you guys think this is true

00:32:32.606 --> 00:32:34.307
it's it's true for me have

00:32:34.327 --> 00:32:34.888
I ever talked about

00:32:34.949 --> 00:32:36.230
disney's low ride out

00:32:36.250 --> 00:32:37.490
theory with you guys before

00:32:38.391 --> 00:32:39.392
so Disney's low ride out,

00:32:39.632 --> 00:32:40.731
like you've been to Disney world,

00:32:40.751 --> 00:32:41.712
you pay one price and you

00:32:41.752 --> 00:32:43.114
go into it then.

00:32:43.534 --> 00:32:45.414
So every ride's free, right?

00:32:45.974 --> 00:32:47.395
Then why at every ride,

00:32:47.435 --> 00:32:48.376
does it have that three

00:32:48.416 --> 00:32:50.438
pronged turn styley thing?

00:32:50.617 --> 00:32:51.479
Why is that there?

00:32:52.058 --> 00:32:53.640
Well, that's a counter, right?

00:32:53.660 --> 00:32:54.759
That's counting who rides,

00:32:54.800 --> 00:32:55.421
what rides we know,

00:32:55.441 --> 00:32:56.721
how many people came in and

00:32:56.741 --> 00:32:58.162
we know how many times ride got rides,

00:32:58.201 --> 00:33:00.003
got ridden rides, got ridden.

00:33:00.084 --> 00:33:01.443
PTs got burned out, burnt out.

00:33:01.964 --> 00:33:02.065
Um,

00:33:03.205 --> 00:33:05.386
You're doing market research in person.

00:33:06.268 --> 00:33:07.489
You're voting with your time.

00:33:08.009 --> 00:33:09.450
Because Disney only has so

00:33:09.470 --> 00:33:10.830
many acres in Florida,

00:33:11.510 --> 00:33:12.951
if they want to put a new ride in,

00:33:12.991 --> 00:33:15.073
if that new Star Wars ride wants to go in,

00:33:15.452 --> 00:33:16.394
something's got to go.

00:33:16.973 --> 00:33:18.615
So they could do market surveys.

00:33:18.734 --> 00:33:19.596
Oh,

00:33:19.736 --> 00:33:23.218
which ride did you like the most and

00:33:23.278 --> 00:33:23.577
least?

00:33:24.138 --> 00:33:25.680
But nostalgia would play a part.

00:33:25.759 --> 00:33:27.560
No, don't get rid of teacups.

00:33:27.961 --> 00:33:29.082
That's our favorite ride.

00:33:29.622 --> 00:33:31.583
But the lowest ride and the

00:33:31.643 --> 00:33:35.044
count is out because if we

00:33:35.084 --> 00:33:36.963
don't start replacing some of this,

00:33:37.084 --> 00:33:40.825
we're going to stagnate.

00:33:40.964 --> 00:33:41.925
We're going to be old.

00:33:42.526 --> 00:33:44.286
So the idea is whatever you're doing,

00:33:44.326 --> 00:33:45.247
you only have a finite

00:33:45.267 --> 00:33:46.406
amount of time like Disney

00:33:46.446 --> 00:33:47.267
did real estate.

00:33:47.606 --> 00:33:48.968
Whatever efforts you're doing,

00:33:49.008 --> 00:33:50.147
it's finite unless you

00:33:50.167 --> 00:33:51.028
start hiring people.

00:33:51.087 --> 00:33:51.828
But then you need to manage

00:33:51.848 --> 00:33:52.489
those people and that's

00:33:52.509 --> 00:33:53.989
part of your tasks, right?

00:33:54.388 --> 00:33:56.150
So pay attention to that twenty percent.

00:33:56.769 --> 00:33:57.750
actually is the twenty

00:33:57.770 --> 00:33:58.451
percent of stuff that

00:33:58.491 --> 00:33:59.752
brings the eighty percent results.

00:34:00.073 --> 00:34:00.973
And sometimes you might have

00:34:00.993 --> 00:34:03.736
to kick some things out or delegate them,

00:34:04.115 --> 00:34:04.317
right?

00:34:04.436 --> 00:34:05.136
Pay for that.

00:34:05.196 --> 00:34:06.377
And that if you have the

00:34:06.417 --> 00:34:07.519
resources to do that.

00:34:07.920 --> 00:34:09.240
So I think paying attention

00:34:09.260 --> 00:34:10.282
to those things is simple,

00:34:10.961 --> 00:34:12.123
but it's emotional because

00:34:12.163 --> 00:34:13.164
now I do this and this has

00:34:13.224 --> 00:34:14.025
always been what I do.

00:34:14.045 --> 00:34:15.025
This is how I do this.

00:34:15.545 --> 00:34:17.126
So getting over the emotion

00:34:18.548 --> 00:34:19.449
of being able to kick some

00:34:19.469 --> 00:34:20.090
of those things out.

00:34:20.788 --> 00:34:21.927
Let's talk about that.

00:34:21.947 --> 00:34:23.128
And I don't remember if it

00:34:23.148 --> 00:34:25.530
was the podcast you mentioned,

00:34:25.570 --> 00:34:27.690
the Corner Office podcast,

00:34:27.809 --> 00:34:29.311
or if it was Greg Eisenberg.

00:34:30.210 --> 00:34:31.472
But they were talking.

00:34:31.711 --> 00:34:32.731
I turned my volume down.

00:34:32.791 --> 00:34:33.612
I don't know why we're still

00:34:33.632 --> 00:34:34.432
getting feedback.

00:34:34.452 --> 00:34:34.893
I don't know.

00:34:36.269 --> 00:34:38.771
they were talking about AI,

00:34:39.112 --> 00:34:40.532
about facial recognition,

00:34:40.572 --> 00:34:41.974
about artificial intelligence.

00:34:41.994 --> 00:34:43.856
They were talking about retail stores,

00:34:44.476 --> 00:34:46.559
where what if you had a

00:34:46.619 --> 00:34:49.141
retail store where the customer came in,

00:34:49.762 --> 00:34:50.461
you had a facial

00:34:50.501 --> 00:34:52.143
recognition system in place,

00:34:52.164 --> 00:34:53.565
so you recognize the customer.

00:34:53.625 --> 00:34:56.668
And even if you anonymize the information,

00:34:57.288 --> 00:34:59.572
but you know customer A, customer B,

00:34:59.612 --> 00:35:00.313
customer C,

00:35:00.735 --> 00:35:02.137
you track them through the store,

00:35:02.197 --> 00:35:03.039
you find areas of

00:35:03.099 --> 00:35:04.521
congestion within the store,

00:35:04.561 --> 00:35:05.623
you find where people are

00:35:05.664 --> 00:35:06.766
buying things in the store,

00:35:06.846 --> 00:35:08.268
not buying things in the store, and you

00:35:09.143 --> 00:35:11.065
you change the layout of the store.

00:35:11.485 --> 00:35:12.746
I was talking to my son last

00:35:12.806 --> 00:35:14.188
night and we were like,

00:35:14.849 --> 00:35:16.590
why don't we have facial

00:35:16.630 --> 00:35:19.253
recognition in EMRs right now?

00:35:20.193 --> 00:35:21.715
I was sitting in the clinic.

00:35:21.755 --> 00:35:24.717
So my PTA is at, he's in Pittsburgh.

00:35:24.757 --> 00:35:25.818
He was watching the Steelers

00:35:25.838 --> 00:35:26.699
game last night.

00:35:27.280 --> 00:35:28.922
I stepped in to take over

00:35:28.942 --> 00:35:30.402
his caseload yesterday and today.

00:35:31.043 --> 00:35:31.885
There were patients that

00:35:31.905 --> 00:35:34.246
came in that I have no idea who they are.

00:35:34.907 --> 00:35:36.088
I know their patients,

00:35:36.369 --> 00:35:38.190
but I can't quite tell.

00:35:38.231 --> 00:35:39.532
And I'm embarrassed to say,

00:35:39.592 --> 00:35:40.052
what's your name?

00:35:40.072 --> 00:35:40.994
Because they know me because

00:35:41.034 --> 00:35:42.215
I did their evaluation.

00:35:43.016 --> 00:35:45.759
And so usually I will go into the EMR.

00:35:45.778 --> 00:35:46.920
I'll pull up the copy of the

00:35:46.940 --> 00:35:47.721
driver's license.

00:35:47.740 --> 00:35:48.742
I'll look at the face on the

00:35:48.762 --> 00:35:49.702
driver's license and

00:35:49.742 --> 00:35:50.704
compare it to the face of

00:35:50.744 --> 00:35:51.644
the person in front of me.

00:35:52.224 --> 00:35:53.505
and I'll figure out who this is.

00:35:54.126 --> 00:35:56.489
But from a facial recognition perspective,

00:35:56.528 --> 00:35:57.831
and I know it's a little freaky,

00:35:58.831 --> 00:36:00.512
think of where this could go.

00:36:00.693 --> 00:36:02.215
Okay, so coming in the door,

00:36:02.335 --> 00:36:03.876
facial recognition pulls up

00:36:03.896 --> 00:36:04.637
the patient chart.

00:36:05.338 --> 00:36:07.099
The ambient listening,

00:36:07.119 --> 00:36:08.340
which we already have,

00:36:08.840 --> 00:36:11.163
records and hears the conversation of,

00:36:11.222 --> 00:36:12.003
hey, how'd you do?

00:36:12.043 --> 00:36:12.824
How was the weekend?

00:36:12.864 --> 00:36:14.005
How'd you feel with your sit

00:36:14.025 --> 00:36:15.447
to stands and other things?

00:36:16.068 --> 00:36:16.228
It's

00:36:16.851 --> 00:36:17.992
It's listening to the

00:36:18.032 --> 00:36:19.132
patient's conversation.

00:36:19.193 --> 00:36:20.333
It's creating the clinical

00:36:20.373 --> 00:36:22.275
documentation based on what is said,

00:36:22.695 --> 00:36:23.916
based on the history in the

00:36:23.956 --> 00:36:26.317
medical record that's already in the EMR.

00:36:26.996 --> 00:36:28.257
And then if we had this kind

00:36:28.297 --> 00:36:29.257
of tracking system,

00:36:29.318 --> 00:36:30.559
which there were versions

00:36:30.619 --> 00:36:31.940
of this for twenty years,

00:36:32.179 --> 00:36:34.001
like the little barcode on

00:36:34.041 --> 00:36:35.001
your gym membership,

00:36:35.041 --> 00:36:36.981
you swipe it when you come into the gym,

00:36:37.061 --> 00:36:38.222
they know you're there.

00:36:39.402 --> 00:36:41.143
But the video surveillance where it's like,

00:36:41.184 --> 00:36:41.465
okay,

00:36:41.505 --> 00:36:42.824
now patient A is sitting on the

00:36:42.864 --> 00:36:43.545
recumbent bike.

00:36:43.565 --> 00:36:44.585
They did ten minutes.

00:36:44.626 --> 00:36:46.027
They said this after they

00:36:46.047 --> 00:36:46.847
got off the bike.

00:36:47.407 --> 00:36:47.608
Like,

00:36:48.289 --> 00:36:49.829
is that the future of clinical

00:36:49.869 --> 00:36:50.730
documentation?

00:36:51.289 --> 00:36:51.590
I think so.

00:36:51.610 --> 00:36:53.030
To summarize all that,

00:36:53.192 --> 00:36:55.873
literally taking all of the, you know,

00:36:55.932 --> 00:36:57.193
time off the clinician's

00:36:57.213 --> 00:36:59.494
shoulders because that information,

00:36:59.514 --> 00:37:00.695
that data is there and it

00:37:00.715 --> 00:37:01.757
can be captured with the

00:37:01.777 --> 00:37:04.038
technology we have today.

00:37:04.057 --> 00:37:04.938
What do you guys think about

00:37:04.998 --> 00:37:05.619
something like that?

00:37:06.005 --> 00:37:06.947
I was helping to put on a

00:37:07.007 --> 00:37:08.027
conference and this is like

00:37:08.108 --> 00:37:09.309
four or five years ago.

00:37:09.731 --> 00:37:11.893
And this was the crazy idea back then.

00:37:11.974 --> 00:37:12.835
Cause I couldn't even wrap

00:37:12.875 --> 00:37:14.056
my head around artificial

00:37:14.077 --> 00:37:15.639
intelligence or facial recognition.

00:37:15.998 --> 00:37:17.320
Cause again, it was five or six years ago.

00:37:17.420 --> 00:37:18.302
That's how far we've come.

00:37:18.483 --> 00:37:19.204
Now it's commonplace.

00:37:19.264 --> 00:37:20.565
Now that's how I unlock my phone.

00:37:20.585 --> 00:37:20.766
Yeah.

00:37:20.786 --> 00:37:20.865
Yeah.

00:37:22.128 --> 00:37:23.528
The cool part about this

00:37:23.588 --> 00:37:24.730
conference was you had to

00:37:24.750 --> 00:37:26.710
pay a lot of money for this.

00:37:27.110 --> 00:37:28.931
As you walked into the conference,

00:37:28.952 --> 00:37:30.572
you're walking down this runway.

00:37:31.213 --> 00:37:32.094
It had this cool,

00:37:32.273 --> 00:37:34.635
almost like a marathon finish line,

00:37:35.135 --> 00:37:37.157
like an arch.

00:37:37.697 --> 00:37:38.697
that you'd walk towards.

00:37:38.717 --> 00:37:39.938
And it was all digital readouts.

00:37:39.958 --> 00:37:41.420
They were just TV screens, right?

00:37:41.800 --> 00:37:44.224
But, fifty yards before that, sorry,

00:37:44.304 --> 00:37:45.405
a hundred yards before that

00:37:45.425 --> 00:37:46.445
is when you got your badge

00:37:46.626 --> 00:37:49.548
with a giant QR code on both sides,

00:37:49.949 --> 00:37:50.150
right?

00:37:50.449 --> 00:37:50.610
Then,

00:37:50.750 --> 00:37:53.293
fifty yards before the archway was a

00:37:53.413 --> 00:37:53.753
reader

00:37:54.673 --> 00:37:55.514
that was just constantly

00:37:55.554 --> 00:37:56.516
scanning QR codes.

00:37:56.775 --> 00:37:58.177
So by the time you walked through the arch,

00:37:58.217 --> 00:37:59.597
it was like, welcome Jimmy.

00:37:59.978 --> 00:38:00.818
Thanks for coming all the

00:38:00.838 --> 00:38:02.721
way from New York to McKay

00:38:02.740 --> 00:38:03.601
from this company.

00:38:03.641 --> 00:38:03.842
Like,

00:38:03.922 --> 00:38:05.262
and like your picture would flash up

00:38:05.282 --> 00:38:06.164
there and whatever.

00:38:06.463 --> 00:38:07.625
So it was like marking who

00:38:07.664 --> 00:38:08.565
you were to make that

00:38:08.626 --> 00:38:09.867
personalized walk through

00:38:09.887 --> 00:38:10.907
the arch experience.

00:38:11.447 --> 00:38:13.429
Dude, that was like six years ago.

00:38:13.509 --> 00:38:15.108
And I'm still like talking about that.

00:38:15.409 --> 00:38:16.269
But would you even need the

00:38:16.289 --> 00:38:17.489
QR code reader anymore?

00:38:17.670 --> 00:38:18.851
Would it just like, you know,

00:38:19.210 --> 00:38:21.110
scan my face and do the exact same thing?

00:38:21.570 --> 00:38:22.911
Could you customize the

00:38:22.972 --> 00:38:25.393
experience for every single

00:38:25.612 --> 00:38:26.913
person who walks through the door?

00:38:27.233 --> 00:38:28.114
The people who figure out

00:38:28.134 --> 00:38:30.914
how to do that first, best,

00:38:31.014 --> 00:38:32.735
cheapest are going to be

00:38:32.775 --> 00:38:34.076
the ones who win.

00:38:34.135 --> 00:38:35.056
How great would that be?

00:38:35.195 --> 00:38:37.036
I mean, that's why you go to Cheers,

00:38:37.077 --> 00:38:37.217
right?

00:38:37.237 --> 00:38:37.916
Everybody knows your name.

00:38:38.465 --> 00:38:40.146
we used to have circuits

00:38:40.206 --> 00:38:42.088
like exercise equipment

00:38:42.128 --> 00:38:44.231
that were computerized and would track,

00:38:44.251 --> 00:38:45.452
you know, how many reps, how many,

00:38:45.793 --> 00:38:47.155
how much weight you were using.

00:38:47.568 --> 00:38:49.148
That stuff's been around forever.

00:38:49.228 --> 00:38:50.349
It's just never really been

00:38:50.369 --> 00:38:51.570
brought into therapy.

00:38:52.672 --> 00:38:52.811
Now,

00:38:52.851 --> 00:38:54.313
somebody like Dave isn't going to need

00:38:54.353 --> 00:38:55.875
something like that because, you know,

00:38:55.894 --> 00:38:56.695
it's a one on one.

00:38:56.735 --> 00:38:58.456
He's in the house.

00:39:00.237 --> 00:39:03.760
But the question would still be like,

00:39:03.940 --> 00:39:05.362
I know therapists had said, well,

00:39:05.402 --> 00:39:06.402
why don't we just video

00:39:06.463 --> 00:39:07.764
record the entire session

00:39:07.804 --> 00:39:08.684
and submit the video

00:39:08.744 --> 00:39:10.186
recording to the insurance company?

00:39:10.565 --> 00:39:11.346
Because that's not what the

00:39:11.385 --> 00:39:13.166
insurance company is asking us to do.

00:39:13.507 --> 00:39:14.568
The insurance company is

00:39:14.628 --> 00:39:15.909
still asking us to

00:39:16.009 --> 00:39:18.389
summarize what was done, track progress,

00:39:18.449 --> 00:39:20.010
assess the patient.

00:39:20.030 --> 00:39:21.411
Just giving them a recording

00:39:21.911 --> 00:39:22.731
isn't what it is.

00:39:22.811 --> 00:39:24.532
But now the AI technology

00:39:24.592 --> 00:39:26.554
exists that if we did do a

00:39:26.594 --> 00:39:29.014
video recording, not just audio,

00:39:29.594 --> 00:39:31.795
the AI could analyze what

00:39:31.856 --> 00:39:33.097
all happened during that

00:39:33.157 --> 00:39:35.117
recording frame by frame

00:39:35.297 --> 00:39:36.438
and provide the summary and

00:39:36.458 --> 00:39:37.039
the assessment.

00:39:37.315 --> 00:39:39.655
I'll give you a content parallel, right?

00:39:40.076 --> 00:39:41.797
I want my reels to go more viral.

00:39:41.896 --> 00:39:43.177
Like I record a lot of content,

00:39:43.217 --> 00:39:43.918
but then I have to sit

00:39:43.938 --> 00:39:45.039
there and go through it or

00:39:45.079 --> 00:39:46.938
pay someone who's a good editor,

00:39:46.978 --> 00:39:47.519
but maybe they don't

00:39:47.559 --> 00:39:49.780
understand physical therapy

00:39:49.800 --> 00:39:51.240
or like the nuance, right?

00:39:51.862 --> 00:39:53.382
So we record everything with

00:39:53.402 --> 00:39:54.202
the platform we're using

00:39:54.262 --> 00:39:55.322
right now called StreamYard.

00:39:55.382 --> 00:39:56.623
That's how we broadcast and

00:39:56.664 --> 00:39:57.503
it also records.

00:39:57.704 --> 00:40:00.565
With that, we get a VTT file, a transcript,

00:40:00.746 --> 00:40:00.905
right?

00:40:02.105 --> 00:40:03.106
I take that transcript and

00:40:03.126 --> 00:40:04.146
put it in a chat GPT.

00:40:04.206 --> 00:40:06.168
And now it's something that

00:40:06.188 --> 00:40:08.188
the large language model can manipulate.

00:40:08.969 --> 00:40:10.670
I can then tell it to act like,

00:40:10.690 --> 00:40:11.972
you guys know who Jenny Hoyos is?

00:40:11.992 --> 00:40:13.632
She's like that girl that

00:40:13.672 --> 00:40:14.693
burst on the YouTube scene.

00:40:14.713 --> 00:40:16.394
She's like, I can make anything go viral.

00:40:16.474 --> 00:40:17.856
And she has a formula and

00:40:17.956 --> 00:40:19.255
she's pretty damn consistent,

00:40:19.617 --> 00:40:21.018
but she understands the whole process.

00:40:21.697 --> 00:40:23.681
So I could give right now on

00:40:24.141 --> 00:40:26.083
October twenty ninth, I could say here,

00:40:26.103 --> 00:40:27.666
GPT, here's the transcript.

00:40:27.865 --> 00:40:29.867
Act like Jenny Hoyos and

00:40:29.967 --> 00:40:30.989
tell me I don't even care

00:40:31.010 --> 00:40:32.030
if it's in order.

00:40:33.068 --> 00:40:34.731
Just, I need those clips to pop off.

00:40:35.070 --> 00:40:36.271
Make a highlight reel of

00:40:36.311 --> 00:40:37.413
this episode that's less

00:40:37.432 --> 00:40:38.414
than sixty seconds.

00:40:38.873 --> 00:40:39.795
Then I still gotta go in

00:40:39.815 --> 00:40:41.876
there and track with the, okay, she said,

00:40:42.117 --> 00:40:43.679
the GPT of Jenny said to go

00:40:43.719 --> 00:40:44.920
in there at this moment, this moment,

00:40:44.940 --> 00:40:45.400
this moment.

00:40:45.699 --> 00:40:46.920
Well now Descript,

00:40:46.940 --> 00:40:48.083
are you guys familiar with Descript?

00:40:48.103 --> 00:40:48.722
I know Tony is.

00:40:49.123 --> 00:40:50.063
Descript essentially lets

00:40:50.083 --> 00:40:52.806
you edit a video by copying

00:40:52.827 --> 00:40:53.947
and pasting and moving a

00:40:54.208 --> 00:40:55.628
Microsoft Word document,

00:40:55.969 --> 00:40:56.971
for lack of a better term.

00:40:57.331 --> 00:40:58.472
Could those things just be

00:40:58.512 --> 00:40:59.233
combined together?

00:40:59.873 --> 00:41:01.114
Yeah, because I just thought of it,

00:41:01.134 --> 00:41:02.114
which means someone smarter

00:41:02.135 --> 00:41:03.695
than me thought of it six months ago,

00:41:03.715 --> 00:41:04.336
and they're already in the

00:41:04.356 --> 00:41:05.297
works of doing that.

00:41:05.717 --> 00:41:08.219
So do I think that clinical

00:41:08.239 --> 00:41:09.099
documentation and

00:41:09.119 --> 00:41:10.141
healthcare will go this way?

00:41:10.440 --> 00:41:13.023
Yep, because it's going to help with speed,

00:41:13.603 --> 00:41:14.664
and it's going to help with

00:41:16.005 --> 00:41:17.646
being able to be reimbursed.

00:41:18.367 --> 00:41:19.228
Do more faster.

00:41:20.028 --> 00:41:21.110
I think there's a part of

00:41:21.130 --> 00:41:22.331
the camp there like, no,

00:41:22.391 --> 00:41:24.132
this feels like an invasion of privacy.

00:41:24.632 --> 00:41:26.112
And everywhere in society

00:41:26.773 --> 00:41:28.795
that it feels like an invasion of privacy,

00:41:29.275 --> 00:41:30.695
as long as convenience and

00:41:30.916 --> 00:41:33.077
ease is on the other side,

00:41:33.378 --> 00:41:34.117
we will accept it.

00:41:34.438 --> 00:41:35.039
Want to know why?

00:41:35.378 --> 00:41:36.619
I have nine microphones in

00:41:36.659 --> 00:41:38.141
my house that Jeff Bezos

00:41:38.181 --> 00:41:39.561
consensually listened to, right?

00:41:39.641 --> 00:41:40.461
And these things also have

00:41:40.501 --> 00:41:41.322
cameras on them.

00:41:41.682 --> 00:41:42.983
I would never allow that.

00:41:43.643 --> 00:41:44.302
but you made something

00:41:44.422 --> 00:41:46.164
easier and then I not only allow it,

00:41:46.184 --> 00:41:47.164
but I pay for it.

00:41:47.364 --> 00:41:48.445
I pay you for it.

00:41:48.525 --> 00:41:48.786
Right?

00:41:49.186 --> 00:41:50.146
So I think it will.

00:41:50.286 --> 00:41:50.947
I think the people that

00:41:50.967 --> 00:41:53.509
adopt it fastest twofold, you got,

00:41:53.548 --> 00:41:54.068
I think you're going to

00:41:54.088 --> 00:41:55.911
make more money and I think

00:41:55.931 --> 00:41:56.670
you're going to attract

00:41:56.731 --> 00:41:58.211
people to tie it up with a

00:41:58.271 --> 00:42:00.092
bow who want to work that way.

00:42:00.132 --> 00:42:01.373
Cause they're like, yeah, this,

00:42:01.414 --> 00:42:02.335
I want to do this,

00:42:02.715 --> 00:42:03.715
but not that other stuff

00:42:03.735 --> 00:42:06.516
that burns me out or I feel burned out by,

00:42:07.057 --> 00:42:07.177
um,

00:42:07.978 --> 00:42:09.637
So make me a better environment.

00:42:09.717 --> 00:42:11.659
I think utilizing technology

00:42:12.559 --> 00:42:15.559
is going to be a moneymaker.

00:42:15.579 --> 00:42:17.579
The long-term reason for the

00:42:17.599 --> 00:42:19.119
investment for technology

00:42:19.139 --> 00:42:20.519
like this is going to be a

00:42:20.559 --> 00:42:21.221
recruiting tool,

00:42:21.240 --> 00:42:23.041
like one of you guys said months ago.

00:42:23.161 --> 00:42:23.840
I think it's right.

00:42:25.021 --> 00:42:26.981
So there's airports already using this.

00:42:27.001 --> 00:42:28.442
There's something apparently

00:42:28.481 --> 00:42:29.541
called Digital ID.

00:42:30.161 --> 00:42:31.001
I just had someone tell me

00:42:31.021 --> 00:42:31.882
about this yesterday.

00:42:32.282 --> 00:42:32.702
Oh, at TSA?

00:42:32.762 --> 00:42:32.943
Yeah.

00:42:33.963 --> 00:42:35.143
So it's different than

00:42:35.164 --> 00:42:36.563
Global Entry and TSA.

00:42:36.603 --> 00:42:37.824
It's like a third bucket now.

00:42:38.184 --> 00:42:40.485
It's a third lane or whatever.

00:42:41.646 --> 00:42:45.487
This guy went on Delta from, I think,

00:42:45.507 --> 00:42:49.090
JFK to Orlando recently.

00:42:49.898 --> 00:42:50.818
He now you have to have,

00:42:50.838 --> 00:42:51.759
I think he said you have to

00:42:51.778 --> 00:42:53.679
have global entry and TSA,

00:42:53.820 --> 00:42:54.440
those two things.

00:42:54.500 --> 00:42:55.380
And then you have to like

00:42:55.420 --> 00:42:56.760
sign up for digital ID

00:42:57.141 --> 00:42:57.840
online or whatever.

00:42:58.402 --> 00:43:00.402
He walked up to the, up to the camera,

00:43:00.882 --> 00:43:03.224
no boarding pass, no driver's license,

00:43:03.284 --> 00:43:04.623
anything walks up to the camera.

00:43:04.943 --> 00:43:06.465
It scans his eyes or takes a picture,

00:43:06.485 --> 00:43:06.824
whatever.

00:43:07.204 --> 00:43:08.246
And he just, they walk through,

00:43:08.385 --> 00:43:08.945
you just walk through.

00:43:08.965 --> 00:43:10.967
So completely even faster

00:43:10.987 --> 00:43:13.208
than TSA and TSA at JFK.

00:43:13.228 --> 00:43:15.248
We've, we've gone through TSA in three,

00:43:15.268 --> 00:43:15.929
four, five minutes.

00:43:15.949 --> 00:43:16.548
It's incredible.

00:43:16.869 --> 00:43:18.110
And somehow this is faster.

00:43:18.130 --> 00:43:18.210
Yeah.

00:43:19.005 --> 00:43:20.947
I just went through, coming back from AOMT,

00:43:21.708 --> 00:43:23.670
I went through TSA, but some airports,

00:43:23.809 --> 00:43:25.952
not Westchester, not where I flew out of,

00:43:25.992 --> 00:43:28.134
where I flew into, where the hell was I?

00:43:28.393 --> 00:43:28.795
Orlando.

00:43:29.275 --> 00:43:31.257
At Orlando, the TSA lane,

00:43:31.376 --> 00:43:32.338
usually you hand them your

00:43:32.418 --> 00:43:34.119
ID and you scan your boarding pass.

00:43:35.820 --> 00:43:36.762
This I didn't have to do.

00:43:37.842 --> 00:43:38.141
either.

00:43:38.842 --> 00:43:40.043
So maybe it's some of that technology.

00:43:40.063 --> 00:43:41.625
Like I walked up and she was like, Oh,

00:43:41.704 --> 00:43:42.744
stand in front of this thing.

00:43:42.985 --> 00:43:43.746
And I was like, okay.

00:43:44.405 --> 00:43:45.027
And it was like, good.

00:43:45.067 --> 00:43:45.447
You're good to go.

00:43:45.467 --> 00:43:46.128
I'm like, you don't need,

00:43:46.148 --> 00:43:47.447
cause I have my boarding pass and my,

00:43:47.628 --> 00:43:48.289
my ID ready.

00:43:48.429 --> 00:43:50.751
Yeah.

00:43:50.851 --> 00:43:52.092
But I had to sign up for anything extra,

00:43:52.132 --> 00:43:54.393
but like clear was like retinal scans.

00:43:54.432 --> 00:43:54.974
Like we were like, Oh,

00:43:54.994 --> 00:43:55.873
that's going to be the future.

00:43:56.014 --> 00:43:57.315
And we sort of skipped retinal scans.

00:43:57.574 --> 00:43:58.335
Retinal scans were like the

00:43:58.396 --> 00:44:01.737
mini disc from CDs to MP threes.

00:44:01.958 --> 00:44:02.858
There was this technology in

00:44:02.878 --> 00:44:04.039
the middle called mini disc.

00:44:04.059 --> 00:44:04.480
And I was like,

00:44:04.559 --> 00:44:05.840
this is going to be everywhere.

00:44:06.141 --> 00:44:07.521
And in fact was not everywhere.

00:44:08.922 --> 00:44:10.003
So I want to go back to

00:44:10.043 --> 00:44:11.304
something Dave had mentioned,

00:44:12.184 --> 00:44:14.286
getting somebody to help clean the house.

00:44:15.106 --> 00:44:16.708
That is an interesting

00:44:16.788 --> 00:44:18.989
experience because I can

00:44:19.030 --> 00:44:20.590
tell you first world problem.

00:44:20.630 --> 00:44:22.592
Like I feel embarrassed saying this.

00:44:24.092 --> 00:44:26.715
We had an amazing lady who would come in.

00:44:26.894 --> 00:44:28.677
We were only doing, I think, once a month.

00:44:29.376 --> 00:44:30.057
And, you know,

00:44:30.277 --> 00:44:31.539
it was when our kids were small.

00:44:32.199 --> 00:44:34.139
But it was so much work for

00:44:34.360 --> 00:44:35.900
us to get all of the junk

00:44:36.039 --> 00:44:38.181
out of her way so that she

00:44:38.201 --> 00:44:40.121
could do what she needed to do.

00:44:40.621 --> 00:44:43.362
That the first opportunity we got,

00:44:43.422 --> 00:44:44.442
we were like, oh,

00:44:44.461 --> 00:44:45.922
we got to stop doing this.

00:44:46.443 --> 00:44:48.202
I'm sorry, we can't do this anymore.

00:44:49.523 --> 00:44:50.583
You think it's going to be

00:44:50.603 --> 00:44:51.923
the most amazing experience.

00:44:51.943 --> 00:44:52.784
Somebody is going to come in

00:44:52.824 --> 00:44:53.565
and do all this stuff.

00:44:53.585 --> 00:44:54.684
But then you realize you

00:44:54.744 --> 00:44:56.666
have to do all of this work

00:44:57.065 --> 00:44:58.286
to get the house ready for

00:44:58.365 --> 00:44:59.867
them to do what they're going to do.

00:44:59.887 --> 00:45:00.286
I don't do it.

00:45:00.306 --> 00:45:01.047
I just work.

00:45:01.086 --> 00:45:01.847
I'm going to hire one of

00:45:01.867 --> 00:45:02.949
these therapists that wants

00:45:02.969 --> 00:45:03.610
to do telehealth.

00:45:03.630 --> 00:45:04.652
They can come and use my

00:45:04.693 --> 00:45:06.195
sofas and then the cleaning

00:45:06.215 --> 00:45:06.916
person can come in.

00:45:07.336 --> 00:45:07.777
There you go.

00:45:07.797 --> 00:45:08.518
That's a possibility.

00:45:09.420 --> 00:45:10.762
I can't wait for like three

00:45:10.802 --> 00:45:11.722
or four months down the

00:45:11.762 --> 00:45:13.003
road to come back to you

00:45:13.023 --> 00:45:14.525
and ask you about this but

00:45:14.664 --> 00:45:15.646
but this is just like in

00:45:15.666 --> 00:45:16.746
therapy the person who's

00:45:16.786 --> 00:45:17.987
like I don't want to start

00:45:18.027 --> 00:45:19.168
physical therapy until I

00:45:19.208 --> 00:45:20.088
lose some weight and get

00:45:20.128 --> 00:45:21.650
into better shape you know

00:45:21.690 --> 00:45:23.431
like we we have this issue

00:45:23.492 --> 00:45:24.932
across all professional

00:45:24.972 --> 00:45:27.353
services um you don't go to

00:45:27.375 --> 00:45:28.635
a financial planner until

00:45:28.655 --> 00:45:29.856
you're making more money or

00:45:29.876 --> 00:45:30.936
you clean up your accounts

00:45:30.956 --> 00:45:32.257
like everybody has this

00:45:32.717 --> 00:45:34.760
self-imposed insecurity but

00:45:34.820 --> 00:45:36.400
I will say like as amazing

00:45:36.440 --> 00:45:38.503
as it was to have her working with us

00:45:38.882 --> 00:45:42.128
it was equally frustrating to know, ah,

00:45:42.188 --> 00:45:43.431
she's coming tomorrow morning.

00:45:43.451 --> 00:45:44.291
We got to get the house

00:45:44.311 --> 00:45:45.635
clean and ready for her to

00:45:45.675 --> 00:45:47.498
come so she can do the

00:45:47.538 --> 00:45:48.438
things she needs to do.

00:45:50.242 --> 00:45:51.643
I've had some other colleagues say like,

00:45:51.782 --> 00:45:52.543
oh, my gosh, yeah,

00:45:52.603 --> 00:45:53.523
like you're going to love it.

00:45:54.344 --> 00:45:56.485
You know, everyone says, oh,

00:45:56.565 --> 00:45:57.824
I should have delegated it earlier,

00:45:57.885 --> 00:45:58.344
sooner.

00:45:58.744 --> 00:45:59.744
And yes, we're doing it, you know,

00:45:59.764 --> 00:46:00.726
young kid, all that.

00:46:00.786 --> 00:46:01.626
So it makes sense that you

00:46:01.646 --> 00:46:03.266
guys tried it when you had younger kids.

00:46:03.925 --> 00:46:04.907
No one has said that approach.

00:46:04.927 --> 00:46:06.706
But again, you know, Tony, you're unique.

00:46:06.746 --> 00:46:07.686
And maybe we're going to

00:46:07.706 --> 00:46:09.268
find ourselves in that position like, oh,

00:46:09.307 --> 00:46:11.088
man, I got to I got to do this and that.

00:46:11.168 --> 00:46:12.507
And we have to do all this prep work,

00:46:12.527 --> 00:46:14.768
whatever we shall see.

00:46:14.809 --> 00:46:15.208
I'll let you know.

00:46:15.728 --> 00:46:18.070
We loved it after we're coming back home.

00:46:18.110 --> 00:46:19.251
Like we would leave for four

00:46:19.271 --> 00:46:20.351
or six hours and you come

00:46:20.371 --> 00:46:21.713
back home and everything

00:46:21.733 --> 00:46:22.813
smells amazing and

00:46:22.873 --> 00:46:23.914
everything is cleaner than

00:46:23.954 --> 00:46:24.733
it's ever been.

00:46:25.295 --> 00:46:26.534
It's just the prep work to

00:46:26.596 --> 00:46:28.936
get to the house ready for them.

00:46:29.317 --> 00:46:29.436
Yeah.

00:46:29.456 --> 00:46:31.297
You got to move the big rocks,

00:46:31.478 --> 00:46:33.440
but you're paying for the small rocks,

00:46:33.500 --> 00:46:33.800
right?

00:46:33.900 --> 00:46:35.360
You're playing for her to like, you know,

00:46:35.581 --> 00:46:36.961
him or her to like, you know,

00:46:37.442 --> 00:46:38.663
do the scrub, right?

00:46:38.762 --> 00:46:39.563
Like I have no problem

00:46:39.583 --> 00:46:40.443
picking up my clothes and

00:46:40.463 --> 00:46:40.963
throwing them in the hand.

00:46:41.204 --> 00:46:42.244
hamper although I

00:46:42.304 --> 00:46:43.385
consistently don't do that

00:46:43.885 --> 00:46:44.887
um so you're paying for the

00:46:44.927 --> 00:46:46.067
small rocks ironically and

00:46:46.086 --> 00:46:47.568
you can do the big rocks um

00:46:47.588 --> 00:46:48.628
we got fifteen minutes left

00:46:48.728 --> 00:46:49.909
I thought we would do like

00:46:50.429 --> 00:46:51.891
quick updates on the

00:46:51.931 --> 00:46:53.052
projects we're all working

00:46:53.112 --> 00:46:54.273
on because I actually got a

00:46:54.333 --> 00:46:55.454
few people like saying like

00:46:55.853 --> 00:46:56.775
hey that's kind of cool

00:46:56.795 --> 00:46:57.755
like you guys are building

00:46:57.775 --> 00:46:58.715
in public which a lot of

00:46:58.755 --> 00:47:00.336
organizations do so tony

00:47:00.356 --> 00:47:01.318
why don't you go first like

00:47:01.538 --> 00:47:02.478
been seeing more videos

00:47:02.518 --> 00:47:04.840
about uh biodex and the

00:47:04.880 --> 00:47:05.740
reactive step trainer

00:47:06.536 --> 00:47:06.856
Yeah.

00:47:06.876 --> 00:47:09.018
So right now, in fact, today,

00:47:09.458 --> 00:47:10.800
one of the guys from Biodex

00:47:10.860 --> 00:47:13.222
is coming down from Northern Ohio.

00:47:13.282 --> 00:47:14.945
He's going to get here around lunchtime.

00:47:15.481 --> 00:47:16.983
We're going to spend the afternoon.

00:47:17.043 --> 00:47:18.003
I don't have any patients.

00:47:18.043 --> 00:47:18.965
I cleared my schedule.

00:47:19.005 --> 00:47:20.326
We're going to create some content.

00:47:20.806 --> 00:47:22.088
Then he's going to be around

00:47:22.128 --> 00:47:23.748
tomorrow morning when I'm

00:47:23.768 --> 00:47:25.070
going to put more real

00:47:25.110 --> 00:47:29.014
patients on the reactive step trainer.

00:47:29.235 --> 00:47:31.317
My approach to what I asked

00:47:31.356 --> 00:47:34.280
Dave for social media was I

00:47:34.300 --> 00:47:36.422
was not doing any media on

00:47:36.461 --> 00:47:37.943
my business Facebook page.

00:47:38.824 --> 00:47:41.007
I was not doing anything on Instagram.

00:47:41.027 --> 00:47:42.409
The last Instagram post that

00:47:42.489 --> 00:47:45.193
I had before I started up this month,

00:47:45.213 --> 00:47:47.056
let's say, was like a year,

00:47:47.115 --> 00:47:48.878
year and a half ago, maybe two years ago.

00:47:49.800 --> 00:47:50.681
So what I'm doing,

00:47:51.862 --> 00:47:54.206
recording organic content in the clinic.

00:47:54.626 --> 00:47:55.987
Every patient has a HIPAA

00:47:56.007 --> 00:47:57.989
compliant media release on file.

00:47:58.449 --> 00:47:59.789
Every patient is informed.

00:47:59.869 --> 00:48:01.291
Every patient knows who are recording.

00:48:01.351 --> 00:48:02.552
I stick the camera in front

00:48:02.592 --> 00:48:05.074
of their face so they see like, hey,

00:48:05.114 --> 00:48:06.554
this is what I had you sign

00:48:06.574 --> 00:48:07.335
that release for.

00:48:08.896 --> 00:48:10.257
And what I'm doing is I'm

00:48:10.297 --> 00:48:11.378
finding that balance

00:48:11.418 --> 00:48:15.260
between real people and real technology,

00:48:15.320 --> 00:48:16.161
real equipment.

00:48:16.181 --> 00:48:17.103
So like I have...

00:48:18.621 --> 00:48:20.101
two YouTube Shorts that I

00:48:20.141 --> 00:48:21.342
posted over the weekend.

00:48:21.681 --> 00:48:23.563
One hit nine thousand views,

00:48:23.663 --> 00:48:24.884
one hit ten thousand views,

00:48:24.903 --> 00:48:26.625
like they're doing awesome.

00:48:26.664 --> 00:48:27.905
Posting on Instagram,

00:48:28.284 --> 00:48:30.206
I'm averaging like three or

00:48:30.246 --> 00:48:32.507
four thousand accounts reached.

00:48:32.606 --> 00:48:33.507
I don't know the Instagram

00:48:33.547 --> 00:48:34.527
metrics that well.

00:48:36.009 --> 00:48:37.670
Facebook, LinkedIn.

00:48:38.090 --> 00:48:39.791
So I'm priming the pump

00:48:40.371 --> 00:48:42.391
because the next step is if

00:48:42.431 --> 00:48:44.052
we do a paid ad campaign,

00:48:45.068 --> 00:48:47.050
I want the algorithms to

00:48:47.110 --> 00:48:47.971
already have some

00:48:48.030 --> 00:48:49.891
information and some content with that.

00:48:49.911 --> 00:48:51.213
How long do you think it

00:48:51.253 --> 00:48:52.172
takes for the algorithm to

00:48:52.213 --> 00:48:52.773
figure that out?

00:48:52.793 --> 00:48:54.775
Because I've been doing

00:48:54.815 --> 00:48:56.155
stuff on YouTube for, I don't know,

00:48:56.175 --> 00:48:57.036
how long have you been doing this?

00:48:57.096 --> 00:48:57.255
For...

00:48:58.331 --> 00:48:59.731
Eight, nine months, seven or eight months.

00:49:00.371 --> 00:49:01.472
I think I'm now starting to

00:49:01.492 --> 00:49:03.192
see videos that like did nothing.

00:49:03.391 --> 00:49:04.351
Now I'm starting to see like

00:49:04.532 --> 00:49:05.333
really steep ups.

00:49:05.413 --> 00:49:06.373
I'm like, oh, cool.

00:49:06.393 --> 00:49:07.213
This stuff works.

00:49:07.253 --> 00:49:08.652
Like it's funny how I put

00:49:08.672 --> 00:49:10.054
out a ton of podcast content,

00:49:10.434 --> 00:49:11.954
do the same on YouTube, get nothing,

00:49:12.014 --> 00:49:12.634
nothing, nothing.

00:49:12.653 --> 00:49:14.094
I'm about to throw the towel.

00:49:14.275 --> 00:49:15.574
It knows it and it probably

00:49:15.594 --> 00:49:16.414
knows I'm about to quit.

00:49:16.755 --> 00:49:17.855
And it's like all these

00:49:17.875 --> 00:49:18.795
things are now popping off.

00:49:18.835 --> 00:49:19.416
How long do you think it

00:49:19.456 --> 00:49:20.655
knows or takes to know?

00:49:21.302 --> 00:49:23.005
I don't think it's a time thing.

00:49:23.266 --> 00:49:24.987
I think it's a reach thing.

00:49:25.469 --> 00:49:27.192
So like your YouTube channel

00:49:27.271 --> 00:49:28.733
wasn't reaching enough

00:49:28.813 --> 00:49:31.117
people for the algorithm to

00:49:31.137 --> 00:49:32.478
get enough information.

00:49:32.980 --> 00:49:33.541
So for you,

00:49:33.601 --> 00:49:37.246
it took longer time now because of time.

00:49:37.739 --> 00:49:39.740
it's starting to capture enough data,

00:49:39.780 --> 00:49:41.101
enough information to make

00:49:41.561 --> 00:49:42.722
recommendations to people

00:49:42.762 --> 00:49:43.884
that want to see your content.

00:49:45.045 --> 00:49:47.527
Like when I go to my almost

00:49:47.547 --> 00:49:49.347
sixty thousand subscriber channel,

00:49:49.467 --> 00:49:50.869
I laid off for months.

00:49:50.929 --> 00:49:52.550
I didn't post anything for months.

00:49:53.291 --> 00:49:54.952
But it's got enough history

00:49:54.972 --> 00:49:56.173
and enough data so that

00:49:56.213 --> 00:49:57.675
when I put something new on,

00:49:58.157 --> 00:49:59.757
it knows who to put that in front of.

00:50:00.219 --> 00:50:00.940
And none of us know.

00:50:00.980 --> 00:50:01.639
We're guessing.

00:50:01.719 --> 00:50:02.501
But ultimately,

00:50:02.822 --> 00:50:04.402
I do think it's about does

00:50:04.443 --> 00:50:06.125
it have enough iterations

00:50:06.164 --> 00:50:07.847
and enough information in

00:50:07.887 --> 00:50:09.548
the system to know who

00:50:09.588 --> 00:50:10.931
wants to see this piece of content?

00:50:11.536 --> 00:50:13.295
You know, for bigger reach,

00:50:13.356 --> 00:50:14.336
it's going to go quicker.

00:50:14.396 --> 00:50:15.896
For a smaller, newer channel,

00:50:15.916 --> 00:50:16.876
it's going to take longer.

00:50:17.916 --> 00:50:19.438
But like I see results

00:50:19.458 --> 00:50:20.757
within thirty days right now.

00:50:20.878 --> 00:50:23.418
Like I feel like Instagram is growing.

00:50:24.039 --> 00:50:25.739
I added subscribers.

00:50:25.818 --> 00:50:26.778
I'm adding reach.

00:50:26.838 --> 00:50:28.259
I'm reaching more new accounts.

00:50:28.719 --> 00:50:30.119
LinkedIn is doing amazing.

00:50:30.179 --> 00:50:31.699
Like I'm averaging twenty

00:50:31.780 --> 00:50:33.641
thousand impressions a week right now,

00:50:34.161 --> 00:50:35.260
which has been great.

00:50:36.940 --> 00:50:38.521
Pinterest is growing like

00:50:38.722 --> 00:50:40.461
all of my socials are up.

00:50:42.045 --> 00:50:42.925
And I got to think that's

00:50:42.945 --> 00:50:43.905
because I'm obviously

00:50:43.945 --> 00:50:47.666
posting more across all the platforms.

00:50:47.746 --> 00:50:47.846
Yeah,

00:50:48.025 --> 00:50:49.847
I had a conversation with this guy

00:50:50.527 --> 00:50:51.746
while I was at AOMT,

00:50:52.467 --> 00:50:53.788
like the guy who runs this channel,

00:50:54.027 --> 00:50:55.327
like admittedly,

00:50:55.387 --> 00:50:57.588
like no video experience when he started.

00:50:57.907 --> 00:50:59.028
And we had like a thirty

00:50:59.048 --> 00:51:01.829
minute conversation at at the bar,

00:51:01.869 --> 00:51:04.070
just a physical therapist from El Paso.

00:51:04.510 --> 00:51:06.329
And he's like now he's got

00:51:06.409 --> 00:51:07.170
six hundred and seventy

00:51:07.230 --> 00:51:08.650
eight thousand subscribers

00:51:08.690 --> 00:51:10.170
and it totally changed his business.

00:51:11.030 --> 00:51:12.411
And he's talking,

00:51:13.052 --> 00:51:13.873
he listened to the live

00:51:13.913 --> 00:51:16.153
stream before I was like, you know, blush,

00:51:16.273 --> 00:51:17.514
like what, you know, that's, you know,

00:51:17.554 --> 00:51:20.056
crazy, but going to get him on the show.

00:51:20.217 --> 00:51:21.918
We had a long conversation

00:51:22.277 --> 00:51:24.539
and figuring these things out.

00:51:24.798 --> 00:51:25.820
I also think the lessons

00:51:25.840 --> 00:51:26.740
that you learn from YouTube

00:51:26.780 --> 00:51:27.800
are just like good business

00:51:27.820 --> 00:51:29.541
practice and good communication practice,

00:51:30.023 --> 00:51:30.262
right?

00:51:30.282 --> 00:51:31.182
Like he's understanding what

00:51:31.222 --> 00:51:32.503
his audience is and wants.

00:51:33.184 --> 00:51:33.965
This goes back to,

00:51:33.985 --> 00:51:36.146
and maybe this is another episode,

00:51:36.166 --> 00:51:36.927
but I'll prime the pump.

00:51:39.061 --> 00:51:40.523
Is it our job to give our

00:51:40.563 --> 00:51:41.583
patients what we think they

00:51:41.623 --> 00:51:43.264
need or what they come in

00:51:43.324 --> 00:51:44.083
thinking they want?

00:51:44.304 --> 00:51:45.724
Or is the answer somewhere in the middle?

00:51:45.844 --> 00:51:46.625
Like some people were like,

00:51:46.704 --> 00:51:48.686
if they don't want what I suggest,

00:51:48.905 --> 00:51:50.967
then they can kick rocks.

00:51:51.027 --> 00:51:51.367
Both,

00:51:51.407 --> 00:51:52.887
but in the order that the patient wants.

00:51:52.927 --> 00:51:54.047
That's the answer.

00:51:54.168 --> 00:51:55.929
I feel like this is a longer discussion.

00:51:56.009 --> 00:51:57.329
I feel like this is a poll question.

00:51:57.349 --> 00:51:58.809
That's a whole other episode.

00:51:59.010 --> 00:51:59.710
I feel like this would be a

00:51:59.769 --> 00:52:01.771
poll question with comments

00:52:01.831 --> 00:52:02.590
that we could read the

00:52:02.630 --> 00:52:03.492
comments because...

00:52:04.556 --> 00:52:05.777
I would have said, you know,

00:52:05.818 --> 00:52:06.759
when I was a PT student,

00:52:06.778 --> 00:52:09.260
I would have said, this is my suggestion.

00:52:09.300 --> 00:52:10.963
And I know I have a degree

00:52:11.003 --> 00:52:12.164
in the da-da-da-da-da.

00:52:12.244 --> 00:52:14.144
And now I'm like, oh.

00:52:14.184 --> 00:52:15.565
Did you see my post about it?

00:52:15.907 --> 00:52:16.106
No.

00:52:16.206 --> 00:52:16.867
Do you have one about it?

00:52:16.887 --> 00:52:17.748
Yeah, yeah.

00:52:17.847 --> 00:52:19.329
Like this exact situation.

00:52:19.409 --> 00:52:19.670
I said,

00:52:19.769 --> 00:52:21.451
do patients really have the right

00:52:21.490 --> 00:52:22.152
to choose?

00:52:22.711 --> 00:52:23.152
I said,

00:52:23.213 --> 00:52:25.134
would you allow them to choose the

00:52:25.173 --> 00:52:27.456
interventions they get and not get?

00:52:27.956 --> 00:52:30.579
I said, if you said yes, then, you know,

00:52:30.918 --> 00:52:32.940
how do you view your role as a therapist?

00:52:33.081 --> 00:52:33.922
Maybe this is where I got

00:52:33.942 --> 00:52:34.782
the conversation from.

00:52:35.565 --> 00:52:36.244
I posted this.

00:52:36.365 --> 00:52:37.706
Let's hear about Dave's projects.

00:52:37.788 --> 00:52:40.471
What's going on?

00:52:40.490 --> 00:52:41.932
Let's cover that on Thursday, Tony.

00:52:43.394 --> 00:52:44.836
So two quick things.

00:52:44.976 --> 00:52:46.880
One is I'm trying to pitch

00:52:46.920 --> 00:52:47.701
something like...

00:52:48.503 --> 00:52:49.864
Membership wellness offering

00:52:49.905 --> 00:52:51.726
to a practice owner in the

00:52:51.766 --> 00:52:52.606
city here in New York,

00:52:52.967 --> 00:52:53.967
maybe red light therapy,

00:52:54.007 --> 00:52:55.608
maybe hyperbaric oxygen chamber.

00:52:55.628 --> 00:52:56.389
That's a sidebar.

00:52:56.409 --> 00:52:57.150
We'll come back to that.

00:52:57.990 --> 00:52:59.291
What we're focusing on right now,

00:52:59.851 --> 00:53:01.112
we have two of our clients,

00:53:01.152 --> 00:53:02.793
two active patient clients right now,

00:53:03.275 --> 00:53:04.856
and their birthday happens to be today.

00:53:05.436 --> 00:53:07.536
so my therapist is treating

00:53:07.777 --> 00:53:08.978
one of them right now one

00:53:08.998 --> 00:53:09.478
of my therapists is

00:53:09.498 --> 00:53:10.099
treating one of them right

00:53:10.119 --> 00:53:12.599
now uh and he woke up early

00:53:12.880 --> 00:53:14.840
uh he said hey should we do

00:53:14.900 --> 00:53:16.001
something a couple days ago

00:53:16.021 --> 00:53:16.882
hey should we do something

00:53:16.922 --> 00:53:17.822
for so-and-so because their

00:53:17.842 --> 00:53:19.184
birthday I'm like yeah

00:53:19.244 --> 00:53:20.503
absolutely we're gonna you

00:53:20.523 --> 00:53:21.204
know do you wanna let's

00:53:21.324 --> 00:53:23.126
let's do it let's do a cake like you know

00:53:24.041 --> 00:53:25.284
Assuming they're not like, you know,

00:53:25.384 --> 00:53:26.184
diabetic or whatever,

00:53:26.264 --> 00:53:28.067
like let's do a cake, whatever, you know,

00:53:28.527 --> 00:53:29.648
send me a picture of the receipt.

00:53:30.168 --> 00:53:30.809
I'll reimburse you.

00:53:30.849 --> 00:53:31.550
No problem at all.

00:53:31.952 --> 00:53:33.413
You know, he sent me a picture of the box.

00:53:33.472 --> 00:53:35.235
He wrote, you know, nicely on the box.

00:53:35.376 --> 00:53:35.956
Maybe, you know,

00:53:35.996 --> 00:53:37.597
the cake wasn't able to

00:53:37.619 --> 00:53:39.440
have the icing with the

00:53:39.481 --> 00:53:40.681
patient or client's name on it.

00:53:41.422 --> 00:53:42.123
The point of bringing this

00:53:42.184 --> 00:53:43.525
up really quickly is that

00:53:43.784 --> 00:53:44.905
we always talk about marketing.

00:53:45.065 --> 00:53:46.206
We always talk about more

00:53:46.226 --> 00:53:47.248
new patients and clients.

00:53:48.108 --> 00:53:49.989
How about the wow experience

00:53:50.010 --> 00:53:51.331
for your current patients and clients?

00:53:51.431 --> 00:53:52.090
And if you don't have a

00:53:52.130 --> 00:53:54.072
business model that allows this,

00:53:54.112 --> 00:53:55.293
like this guy has spent

00:53:56.721 --> 00:53:59.722
A thousand, maybe, maybe ten grand with us,

00:53:59.742 --> 00:54:01.503
maybe fifteen grand already this year.

00:54:02.463 --> 00:54:04.425
What is a fifty dollar cake like?

00:54:04.465 --> 00:54:05.045
And this is going to

00:54:05.085 --> 00:54:06.565
probably surprise this guy,

00:54:07.425 --> 00:54:09.588
this client positively.

00:54:09.688 --> 00:54:10.327
And the therapist is going

00:54:10.347 --> 00:54:11.248
to bring it and that's

00:54:11.268 --> 00:54:12.248
going to be a talking point.

00:54:12.268 --> 00:54:12.909
And, you know,

00:54:12.929 --> 00:54:14.110
the therapist put his name

00:54:14.150 --> 00:54:15.391
and my name on the on the

00:54:15.411 --> 00:54:15.990
box and all that.

00:54:17.318 --> 00:54:18.838
And I want to wow my current

00:54:18.878 --> 00:54:19.498
patients and clients,

00:54:19.518 --> 00:54:21.199
the folks that already love

00:54:21.340 --> 00:54:24.181
our experience, our practice, our value,

00:54:24.222 --> 00:54:25.362
what we deliver, all of that,

00:54:25.643 --> 00:54:27.664
the human nature of what we offer.

00:54:29.105 --> 00:54:30.364
And it's only a matter of

00:54:30.385 --> 00:54:32.085
time until maybe his wife

00:54:32.106 --> 00:54:32.907
starts with us or his

00:54:32.967 --> 00:54:34.588
neighbor or someone in his

00:54:34.628 --> 00:54:36.047
building or a friend or whatever.

00:54:36.809 --> 00:54:37.929
So that's my little thing for today.

00:54:37.989 --> 00:54:38.889
That's what we're focusing on,

00:54:38.909 --> 00:54:40.030
which is currently to...

00:54:40.851 --> 00:54:43.313
uh reinforce the value and

00:54:43.333 --> 00:54:44.974
the wow factor of our

00:54:45.054 --> 00:54:46.394
current patients or clients

00:54:46.954 --> 00:54:47.916
first before looking

00:54:48.016 --> 00:54:49.036
elsewhere and like worrying

00:54:49.056 --> 00:54:49.757
about these google and

00:54:49.797 --> 00:54:51.659
facebook ads yeah this is

00:54:51.679 --> 00:54:52.358
like take care of your

00:54:52.398 --> 00:54:53.639
house before you go out and

00:54:53.679 --> 00:54:54.380
play in the neighborhood

00:54:54.460 --> 00:54:55.481
right this is surprise and

00:54:55.521 --> 00:54:56.402
delight I've talked about

00:54:56.422 --> 00:54:58.083
this before trying to think

00:54:58.123 --> 00:54:59.204
of other examples of

00:54:59.244 --> 00:55:00.425
surprise and delight maybe

00:55:00.445 --> 00:55:01.105
that's a maybe that's a

00:55:01.125 --> 00:55:02.146
good lesson I can't think

00:55:02.166 --> 00:55:03.367
of too many examples of

00:55:03.407 --> 00:55:04.146
surprise and delight

00:55:04.266 --> 00:55:05.228
outside of that peloton

00:55:05.268 --> 00:55:06.009
example I don't want to

00:55:06.048 --> 00:55:07.750
ruin this but if you have a peloton bike

00:55:08.987 --> 00:55:10.028
when you sign up you tell

00:55:10.048 --> 00:55:11.188
them your t-shirt size and

00:55:11.550 --> 00:55:12.409
I forgot I did it but when

00:55:12.449 --> 00:55:13.630
I hit my hundredth ride I

00:55:13.650 --> 00:55:15.052
got the Century Club

00:55:15.112 --> 00:55:16.652
t-shirt which I got to show

00:55:16.713 --> 00:55:17.833
off because the show the

00:55:17.853 --> 00:55:19.094
shirts about me and my

00:55:19.114 --> 00:55:20.255
accomplishments yeah there

00:55:20.275 --> 00:55:21.215
was a Peloton logo on the

00:55:21.235 --> 00:55:22.255
shoulder but there's

00:55:22.295 --> 00:55:23.597
surprise and delight which

00:55:24.137 --> 00:55:24.858
I mean what would a cake

00:55:24.898 --> 00:55:25.579
cost for somebody who

00:55:25.599 --> 00:55:26.858
dropped ten grand like if

00:55:26.898 --> 00:55:27.920
you said that to someone

00:55:28.500 --> 00:55:29.501
I'm thinking about buying a

00:55:29.860 --> 00:55:30.902
fifteen dollar cake well

00:55:30.942 --> 00:55:31.963
New York thirty five dollar

00:55:32.003 --> 00:55:33.623
cake for someone who spent

00:55:33.664 --> 00:55:35.164
ten grand they'd be like duh like of

00:55:36.103 --> 00:55:37.023
Of course you're gonna do that.

00:55:37.405 --> 00:55:39.144
But how often do we overlook that, right?

00:55:39.445 --> 00:55:41.485
Here's why, we try to scale it too fast.

00:55:41.766 --> 00:55:42.907
And then we cheap out.

00:55:42.987 --> 00:55:43.327
Cause you're like,

00:55:43.567 --> 00:55:44.907
what could I buy a thousand of?

00:55:45.387 --> 00:55:48.108
Pens, stress balls, candy.

00:55:48.708 --> 00:55:50.269
Instead of what are my top

00:55:51.670 --> 00:55:52.911
twenty most loyal patients?

00:55:53.391 --> 00:55:54.952
you know, not screw the rest, but like,

00:55:55.052 --> 00:55:56.594
let's, they're on a different level.

00:55:56.614 --> 00:55:57.875
So do something differently.

00:55:57.994 --> 00:55:58.856
I think that's a, I think,

00:55:59.215 --> 00:55:59.815
I think the fact that I

00:55:59.856 --> 00:56:00.777
can't think of too many

00:56:00.817 --> 00:56:01.838
other surprise and delight

00:56:01.878 --> 00:56:03.639
examples other than Peloton

00:56:04.139 --> 00:56:05.481
is a giant opportunity.

00:56:08.297 --> 00:56:09.438
The thing I'm working on is

00:56:09.759 --> 00:56:11.780
at Vestibular First, talked about this,

00:56:11.840 --> 00:56:11.960
right?

00:56:11.981 --> 00:56:14.121
These are like diagnostic goggles for now.

00:56:14.302 --> 00:56:15.623
They're just diagnostic goggles.

00:56:15.643 --> 00:56:18.346
Wink, wink, nudge, nudge.

00:56:18.385 --> 00:56:19.606
But the funny thing is my

00:56:19.646 --> 00:56:20.608
job is really like talk to

00:56:20.648 --> 00:56:21.889
practices that are larger,

00:56:22.210 --> 00:56:23.891
not really to sell one set of goggles,

00:56:23.931 --> 00:56:25.211
but to sell, you know,

00:56:25.313 --> 00:56:26.653
five or ten or twenty like

00:56:26.673 --> 00:56:27.775
across a large practice.

00:56:29.125 --> 00:56:29.766
I thought I was going to

00:56:29.806 --> 00:56:30.347
have to deal with price

00:56:30.387 --> 00:56:31.768
objection or value objection.

00:56:32.228 --> 00:56:33.610
I'm not dealing with those objections.

00:56:33.829 --> 00:56:34.371
Do you guys know what

00:56:34.391 --> 00:56:35.552
objections I would be dealing with?

00:56:35.612 --> 00:56:36.614
It's not price or value.

00:56:36.653 --> 00:56:38.074
I think we've talked about this before.

00:56:38.775 --> 00:56:40.938
The therapist needed training.

00:56:42.159 --> 00:56:43.621
Yeah, that's part of it, which is like,

00:56:43.701 --> 00:56:44.762
cool, I bought these.

00:56:46.380 --> 00:56:46.920
Now what?

00:56:46.940 --> 00:56:48.161
Like, how do I set this up?

00:56:48.320 --> 00:56:49.181
I have clinicians who are

00:56:49.242 --> 00:56:51.123
super adept in this, super advanced.

00:56:51.463 --> 00:56:52.302
So I've got to educate.

00:56:52.342 --> 00:56:53.043
I've got to market.

00:56:53.344 --> 00:56:54.405
How do I roll this out?

00:56:54.724 --> 00:56:55.445
So I'm dealing a lot with

00:56:55.525 --> 00:56:56.766
those conversations where I

00:56:56.826 --> 00:56:57.626
didn't think that those

00:56:57.646 --> 00:56:58.387
would be the things that I

00:56:58.407 --> 00:56:59.347
would have to dip into.

00:57:00.447 --> 00:57:01.748
And now they are, which is like,

00:57:02.028 --> 00:57:03.009
I'm not just solving your

00:57:03.048 --> 00:57:04.630
problem by delivering a set of goggles.

00:57:05.150 --> 00:57:06.210
If you're a trained

00:57:06.231 --> 00:57:07.132
vestibular therapist who

00:57:07.152 --> 00:57:07.952
knows what you're getting into,

00:57:08.052 --> 00:57:09.152
these goggles solve all that.

00:57:09.713 --> 00:57:11.094
If you're an organization,

00:57:11.474 --> 00:57:12.376
you have different problems.

00:57:12.615 --> 00:57:13.277
So look at that.

00:57:13.356 --> 00:57:15.297
People and organizations are

00:57:15.318 --> 00:57:15.978
different and they have

00:57:15.998 --> 00:57:16.659
different problems.

00:57:16.719 --> 00:57:18.081
And if you can solve those problems,

00:57:18.422 --> 00:57:19.202
and this goes into like

00:57:19.523 --> 00:57:21.905
Tony's Softwave too, which is,

00:57:22.005 --> 00:57:23.505
that's sort of, we talked about this,

00:57:23.525 --> 00:57:24.748
which is like, oh yeah,

00:57:25.128 --> 00:57:26.489
It's not just a soft wave problem.

00:57:26.509 --> 00:57:28.809
Like where the goggles are working,

00:57:28.969 --> 00:57:29.869
we have that on lock.

00:57:29.969 --> 00:57:31.271
Like everything's fine.

00:57:31.570 --> 00:57:33.072
Soft wave has the therapy.

00:57:33.512 --> 00:57:34.891
It's everything around that.

00:57:34.952 --> 00:57:36.132
How do I get it to that

00:57:36.193 --> 00:57:37.393
moment when the goggles are on?

00:57:37.414 --> 00:57:38.474
How do I make sure that that

00:57:38.494 --> 00:57:39.173
thing's going to pay for

00:57:39.193 --> 00:57:40.114
itself times ten?

00:57:40.514 --> 00:57:41.534
So I get to be like sort of

00:57:41.554 --> 00:57:42.255
a project manager.

00:57:43.014 --> 00:57:44.077
Great to hear that you guys

00:57:44.117 --> 00:57:45.438
at Vestibular First might

00:57:45.739 --> 00:57:46.661
be moving into treatment,

00:57:46.681 --> 00:57:48.043
not just diagnostics, might.

00:57:48.443 --> 00:57:48.684
Might.

00:57:49.125 --> 00:57:49.826
I don't know about that.

00:57:49.925 --> 00:57:50.766
Yeah, might be.

00:57:51.228 --> 00:57:54.353
All right, parting shots for today.

00:57:54.373 --> 00:57:54.873
What do you guys got?

00:57:56.740 --> 00:57:57.240
Real quick,

00:57:57.300 --> 00:57:58.902
I'm just going to use mine functionally.

00:57:58.961 --> 00:58:00.362
Cynthia, if you're still here,

00:58:01.943 --> 00:58:03.423
you put in the comments

00:58:03.443 --> 00:58:04.744
about being non-par.

00:58:04.804 --> 00:58:05.923
You have to submit the

00:58:05.963 --> 00:58:09.286
CMS-FOR-SIXTY form to become par.

00:58:09.545 --> 00:58:10.465
That's my parting shot.

00:58:11.186 --> 00:58:12.646
If you missed it, I'll reach out to you.

00:58:12.666 --> 00:58:14.166
I'll try to find you, track you down,

00:58:14.306 --> 00:58:15.268
and tell you what you need

00:58:15.288 --> 00:58:16.027
to do to become par.

00:58:16.047 --> 00:58:18.969
Parting shot.

00:58:20.373 --> 00:58:21.554
Continue to focus on your

00:58:21.594 --> 00:58:22.793
current patients or clients,

00:58:23.474 --> 00:58:24.175
saying it to myself,

00:58:24.215 --> 00:58:24.994
even though we're doing

00:58:25.135 --> 00:58:25.956
with the cake and all that.

00:58:26.876 --> 00:58:28.978
Focus on that surprise and delight,

00:58:29.018 --> 00:58:29.797
like Jimmy said,

00:58:30.478 --> 00:58:32.418
before focusing on how do I

00:58:32.438 --> 00:58:33.260
get more new patients?

00:58:33.280 --> 00:58:34.000
How do I get more new

00:58:34.059 --> 00:58:35.621
referrals and all that?

00:58:35.701 --> 00:58:36.802
Focus on who you already have,

00:58:36.842 --> 00:58:37.762
who you can reactivate.

00:58:38.041 --> 00:58:38.802
Send them something,

00:58:39.222 --> 00:58:40.403
a shock and awe package,

00:58:40.744 --> 00:58:42.664
like some physical package in the mail.

00:58:42.724 --> 00:58:44.025
You should have their home address.

00:58:44.346 --> 00:58:45.485
Send them something, like send them...

00:58:46.666 --> 00:58:47.487
I don't know here.

00:58:47.507 --> 00:58:48.668
The bouquet of flowers are

00:58:48.728 --> 00:58:50.070
like anywhere from twenty

00:58:50.110 --> 00:58:51.010
five to fifty bucks.

00:58:51.030 --> 00:58:51.871
I don't know where you're at

00:58:51.972 --> 00:58:53.652
or you got twenty bucks, thirty bucks,

00:58:53.672 --> 00:58:53.932
whatever.

00:58:54.333 --> 00:58:55.034
It's nothing.

00:58:55.114 --> 00:58:56.456
It's nothing to reactivate someone.

00:58:56.496 --> 00:58:57.637
Send them something physical.

00:58:58.056 --> 00:58:59.217
Drop it off at their work.

00:58:59.237 --> 00:59:00.199
Drop it off at their home.

00:59:00.579 --> 00:59:01.320
You know, I don't know,

00:59:01.400 --> 00:59:02.541
cookie something healthy,

00:59:03.481 --> 00:59:04.262
edible arrangements.

00:59:04.682 --> 00:59:05.664
That's my parting shot.

00:59:06.172 --> 00:59:07.393
There's an app that'll actually do that.

00:59:07.413 --> 00:59:09.795
It's called Thanks, T-H-N-K-S.

00:59:09.855 --> 00:59:10.195
Essentially,

00:59:10.215 --> 00:59:11.056
you go in there and you're like,

00:59:11.597 --> 00:59:12.458
it's essentially that.

00:59:12.518 --> 00:59:12.777
It's like,

00:59:13.197 --> 00:59:14.318
we've got a list of all those

00:59:14.358 --> 00:59:15.260
things that would make that

00:59:15.320 --> 00:59:16.780
touch and we can do that.

00:59:16.922 --> 00:59:17.481
So you're welcome.

00:59:17.882 --> 00:59:18.222
I would say,

00:59:18.282 --> 00:59:21.204
I always share the best advice for like,

00:59:22.005 --> 00:59:22.766
what I need to hear.

00:59:23.266 --> 00:59:24.467
So I need to let some things

00:59:24.487 --> 00:59:26.768
go and focus more on the twenty, right?

00:59:26.807 --> 00:59:27.628
Focus more on the twenty

00:59:27.648 --> 00:59:28.487
percent of my efforts

00:59:28.547 --> 00:59:29.108
that'll bring eighty

00:59:29.148 --> 00:59:29.849
percent of my results.

00:59:30.188 --> 00:59:30.889
And the only reason I

00:59:30.909 --> 00:59:32.168
haven't done that is

00:59:32.228 --> 00:59:33.769
psychology and emotion.

00:59:34.949 --> 00:59:35.989
We'll be back on Thursday.

00:59:36.050 --> 00:59:36.791
I do want to say, hey,

00:59:36.811 --> 00:59:37.891
that Dana Strauss episode

00:59:37.911 --> 00:59:38.731
on value-based care that

00:59:38.771 --> 00:59:39.371
came out yesterday,

00:59:39.391 --> 00:59:40.072
if you guys want to take a

00:59:40.092 --> 00:59:40.512
listen to that.

00:59:40.771 --> 00:59:41.652
We'll be back on Thursday.

00:59:41.672 --> 00:59:42.211
And what are we going to

00:59:42.231 --> 00:59:42.952
talk about on Thursday?

00:59:43.052 --> 00:59:43.552
Really, like,

00:59:44.112 --> 00:59:47.416
Paying attention to the role

00:59:47.436 --> 00:59:48.197
of a therapist.

00:59:48.998 --> 00:59:50.259
Should therapists do what

00:59:50.358 --> 00:59:51.460
they believe the patient

00:59:51.480 --> 00:59:54.282
needs or what the patient wants to do?

00:59:55.083 --> 00:59:56.304
The answer is somewhere in the middle.

00:59:56.324 --> 00:59:57.965
All right, we'll see you guys on Thursday.