Oct. 15, 2024

Revolutionizing PT Clinics: AI, EMRs, and the Future of Physical Therapy

Show Notes
Transcript

In this episode, Jimmy McKay, PT, DPT, dives into the intersection of physical therapy and technology with a focus on AI-driven EMRs and their impact on PT clinics. Joined by Dave Kittle and Tony Maritato, the discussion highlights the benefits and challenges of adopting AI scribes, upgrading electronic medical records (EMR), and evolving business models in the PT space.

The team shares their experiences from the Private Practice Section (PPS) conference, including key takeaways about practice growth, tech-driven efficiencies, and the future of patient care. Whether you're a clinic owner, PT business professional, or a therapist exploring tech solutions, this episode is packed with insights that can help you innovate and thrive.

Key Points Discussed:

The role of AI scribes in PT clinics and how EMR companies are adapting.
Why integrating old tech into new platforms is limiting, and what PT owners can do about it.
Marketing strategies from PPS to increase clinic visibility and patient engagement.
The evolving expectations of patients and how to offer premium services in competitive markets.
Tips on recruiting therapists and expanding your clinic with new tech and smart hiring.

Special Guests:

Dave Kittle, PT – Clinic owner and tech enthusiast.
Tony Maritato, PT – Private practice expert and business strategist.

WEBVTT

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He's laughing.

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Did you not see that intro?

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I made that last week.

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No, I've never seen that.

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For a second, I thought it said GLUB,

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like G-L-U-B, but it's GLUB, obviously.

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Well,

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maybe I've got to go back into Canva

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and adjust that one.

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That's how easy those things were.

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I mean,

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I knew someone in TV news when I

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was in radio, and those packages,

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the transition packages, of course,

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when it's your business,

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you're going to do a high-end version,

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but

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tens of tens of thousands of

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dollars like and it would

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take months and then they

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would get there and they

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would huddle around the

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monitor like watch like

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what are our new transition

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packages okay show me the

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show me the breaking news

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one again and they would

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get all hyped but uh so

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yeah that's ours that's our

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pt club in the morning good

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morning it's tuesday uh

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tony and I ventured all the

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way to the nation's capital

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and then made it home and

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now we're back dave what

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have you been up to

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Same old, same old.

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Working on and continuing to

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onboard this new therapist,

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get him busier and busier.

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Yeah, all as well.

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Let's talk about that

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because I just posted

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literally before we got on.

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The number one thing that I

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heard from everybody I

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talked to that was a

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private practice owner was

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not that they needed patients.

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Of course,

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all the normal complaints about

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reimbursement.

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It was recruiting and hiring.

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Yeah.

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Everybody was challenged

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with recruiting and hiring.

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Tell us a little bit about

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how did you find this person?

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Now, I see your LinkedIn posts.

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I see your social media.

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You're putting it out there

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because I'm thinking about

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dipping a toe in that water

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in a different way.

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But I want to hear what you

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did to find somebody.

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I'll be happy to get into it.

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Also, as a sidebar cliffhanger,

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if you want another topic

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today or Thursday,

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someone reached out to me

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on LinkedIn to run my

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Facebook ads for free.

00:02:06.783 --> 00:02:09.746
I'm getting free Tony Meritato Juju,

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the way that all these

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companies are sending Tony

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Meritato very expensive,

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tens of thousands of

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dollars of equipment or

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hundreds of dollars,

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thousands of dollars of equipment.

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I got someone reached out

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and we're setting up my...

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ads manager right now,

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because I said on a recent

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podcast that Google ads

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grew my whole practice from nothing.

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And Facebook ads have failed

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from like two or three

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different agencies.

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That guy, I'll mention it later.

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Uh, listen to the show,

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sent me a cold email,

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a cold DM on LinkedIn

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stating what he heard of what I said.

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So I couldn't deny it.

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And he's like, Hey, I'll run them.

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I'll run the ads for free.

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No management fee.

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As long as you know, if we,

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if it crushes for you,

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which he's an e-commerce expert,

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apparently, uh,

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He's like,

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I want to use this as free

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content to then sell some

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physical therapy products.

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So that's the company.

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So he wants to sell physical therapy,

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physical products to you, Tony owners,

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you know, stretch bands,

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a whole bunch of stuff.

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So he's going to use my

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potential Facebook ads as a

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case study to attract more owners,

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like the way that we put

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out content to attract owners.

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Smart.

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Hey, before we move on,

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I really need a new car.

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So if, uh,

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just to put it out there that I would,

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it just really stinks not having a car,

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not being able to go anywhere.

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Okay.

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Continue.

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Someone reach out from, you know,

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classic Chevrolet or something.

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Someone reach out to Jimmy McKay.

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Actually, GMC with the new crab walk,

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the Hummers that can park themselves.

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Send one of those to Jimmy McKay, please.

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I don't know.

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I'd crash one of those.

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All right.

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So we're talking onboarding.

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You want to talk about that?

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Recruitment,

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like attracting the right

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therapist to fit the culture.

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What are you doing for that, Dave?

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I'm doing a couple of things.

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And I think as an owner,

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you should be doing multiple things.

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You cannot just do one thing.

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So historically,

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I like literally had no

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idea what I was doing.

00:04:02.127 --> 00:04:04.807
I was stumbling into my own LinkedIn ads,

00:04:04.848 --> 00:04:05.968
my own Indeed ads.

00:04:05.989 --> 00:04:06.989
And they, you know, it was like,

00:04:07.528 --> 00:04:08.348
it was okay.

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Then I pay Spree McKee and PT Match.

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The website is ptmatch.io.

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You can check them out online.

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It's like a matchmaking service.

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They will...

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Recruit candidates.

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They actually write my

00:04:23.226 --> 00:04:25.127
Indeed ads better than I probably can.

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They write my LinkedIn ads and other ads.

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You pay them like a small fee upfront.

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It's nothing.

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It's like four hundred

00:04:31.331 --> 00:04:32.913
dollars for like three or four months.

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And then you don't pay until

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you hire someone.

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You have them work in your

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practice for two months.

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Then you pay them a recruiting fee.

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But that's after you found a

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really great candidate

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who's going through your

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onboarding process.

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So that's a paid channel.

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And then also I said it

00:04:47.622 --> 00:04:49.444
other times here on the show and my show.

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that I will go on LinkedIn

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and I will just make

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connections with therapists

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and I send them a very short message,

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which we can get into.

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I'll send that to them as a cold intro DM.

00:05:01.629 --> 00:05:03.170
And then also I post the same,

00:05:03.230 --> 00:05:04.550
basically the same thing on Twitter,

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Facebook, LinkedIn.

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I post it everywhere.

00:05:08.312 --> 00:05:10.093
Very nice folks like Jimmy

00:05:10.233 --> 00:05:11.714
and Boba Benko and other

00:05:11.735 --> 00:05:13.355
folks will retweet it and

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reshare it and all that.

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So those are basically my main channels,

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couple free, couple paid.

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That's it, right?

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I mean,

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it's funny how you know something

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and then someone puts words to it.

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And it was Alex Hormozy who

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just said the thing the

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four hundredth time and then it stuck.

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It's like there's three ways

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to get customers.

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There's three ways to get employees.

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It's like there's paid channels,

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there's organic channels,

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and then there's

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meeting people in person, right?

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There's that word of mouth.

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So when I,

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and so the one thing I would say

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is when I hear therapists

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say anything about patients

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or recruiting is like,

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I do everything on word of

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mouth and I would be nervous.

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Like any,

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any one channel would make me nervous.

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I'm not saying you can't

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have one that performs better,

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but if you're not at least prepared,

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let me put it this way,

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prepare to do all three.

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Because when something, when, when,

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when one of those pipelines stops and,

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getting that momentum or

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beginning to try to figure

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the other two out or one

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out like that would that

00:06:11.154 --> 00:06:11.995
would make me nervous.

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So at least understand those three things.

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Yeah.

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And I think one of the

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things that I'm going to be looking at.

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So Dave and I had this whole

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conversation where we were talking about,

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you know,

00:06:23.062 --> 00:06:25.723
my my next PTA is going on

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maternity leave within a couple of weeks.

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And am I going to hire a

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therapist or am I going to

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what am I going to do?

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And I was on the verge of

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going the recruitment route.

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But then I got scared and I

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backed out and I was like, no,

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I don't want to do this.

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I can't do it.

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Why?

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What was the fear?

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So so that's a great question.

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Why?

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And these are the real and

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I'm going to say they're insecurities.

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I really think it is.

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They're insecurities on my

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part that I think we all go through.

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We all deal with in different ways.

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My insecurities are do I

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want to bring in a therapist?

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And these are just preconceived notions.

00:07:04.172 --> 00:07:05.112
that think they know

00:07:05.173 --> 00:07:06.653
everything and don't want

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to learn anything about us,

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about the culture.

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Do I want to bring in a

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therapist that I'm going to

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have to battle with,

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which has happened in the

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past where I'm like, okay,

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that's the way you want to do it.

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This is the way we want to do it.

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How are we going to find

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some sort of compromise?

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And really it's,

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do I want to bring in a

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therapist that if it doesn't work out,

00:07:28.709 --> 00:07:29.449
that I'm going to have to

00:07:29.470 --> 00:07:32.011
have that conversation with and fire,

00:07:32.271 --> 00:07:32.971
you know, like,

00:07:33.651 --> 00:07:35.394
I'm breaking up before we

00:07:35.454 --> 00:07:37.154
ever even get to the breakup part.

00:07:37.615 --> 00:07:39.476
I'm assuming the firing is

00:07:39.536 --> 00:07:40.476
three weeks from now.

00:07:40.598 --> 00:07:41.697
I'm assuming it's going to

00:07:41.718 --> 00:07:42.678
be a bad outcome.

00:07:42.778 --> 00:07:43.980
I'm making all of these

00:07:44.579 --> 00:07:45.761
arbitrary assumptions

00:07:45.800 --> 00:07:47.423
because of my own insecurities.

00:07:47.483 --> 00:07:48.983
That's the reality of it.

00:07:49.043 --> 00:07:51.204
Tony's on Tinder swiping

00:07:51.264 --> 00:07:52.706
right and then saying, I'm sorry,

00:07:52.725 --> 00:07:53.307
it's not you, it's me.

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No,

00:07:55.319 --> 00:07:56.641
it's like he's not even downloading the

00:07:56.680 --> 00:07:57.922
dating app.

00:07:58.781 --> 00:07:59.343
It's true.

00:07:59.502 --> 00:08:00.142
It's true.

00:08:01.504 --> 00:08:02.564
But I did get a little

00:08:02.624 --> 00:08:04.425
inspiration from PPS this week.

00:08:04.826 --> 00:08:05.326
Okay.

00:08:05.425 --> 00:08:06.387
And I was like, okay,

00:08:06.427 --> 00:08:08.148
so I'm talking to these product companies,

00:08:08.187 --> 00:08:09.307
which I guess Jimmy and I

00:08:09.327 --> 00:08:10.269
are going to explore.

00:08:10.369 --> 00:08:11.670
Dave and I are going to explore.

00:08:12.370 --> 00:08:14.891
in separate podcasts and interviews.

00:08:15.432 --> 00:08:17.553
But I'm like, well, I guess if I, you know,

00:08:17.593 --> 00:08:18.793
there's this product that I

00:08:18.834 --> 00:08:19.754
think would be kind of cool

00:08:19.774 --> 00:08:20.855
to bring into the clinic.

00:08:22.016 --> 00:08:23.096
Maybe I could recruit a

00:08:23.177 --> 00:08:25.218
therapist to kind of

00:08:25.538 --> 00:08:28.060
spearhead this product launch.

00:08:28.860 --> 00:08:30.002
And it's a therapist.

00:08:30.041 --> 00:08:31.382
So the one I'll talk about

00:08:31.442 --> 00:08:33.264
right now real quick is the RunDNA.

00:08:33.860 --> 00:08:34.200
You know,

00:08:34.259 --> 00:08:36.142
so they have the motion analysis

00:08:36.182 --> 00:08:37.783
and the gait and all this stuff.

00:08:37.822 --> 00:08:38.283
And I'm like,

00:08:38.623 --> 00:08:39.443
there are therapists out

00:08:39.464 --> 00:08:40.845
there that are obsessed with running.

00:08:40.865 --> 00:08:41.644
They love running.

00:08:41.666 --> 00:08:42.966
They're passionate about running.

00:08:43.466 --> 00:08:45.128
Could I recruit a therapist

00:08:45.168 --> 00:08:47.789
to come in and run, pun intended,

00:08:48.250 --> 00:08:51.753
the run DNA program for me in my clinic?

00:08:52.432 --> 00:08:55.414
You know, and other things like that.

00:08:55.534 --> 00:08:56.975
I feel like there's less of

00:08:57.035 --> 00:08:58.057
a head to head approach.

00:08:58.687 --> 00:08:59.486
They're going to do their

00:08:59.506 --> 00:09:00.268
thing and I'm going to do

00:09:00.327 --> 00:09:02.268
my thing and I'm not taking

00:09:02.307 --> 00:09:03.308
the running program.

00:09:03.349 --> 00:09:04.048
It's theirs.

00:09:05.089 --> 00:09:06.570
So I might dip a toe in that water,

00:09:06.990 --> 00:09:07.289
you know,

00:09:07.570 --> 00:09:08.770
a different way to make it work.

00:09:08.990 --> 00:09:09.870
What are you going to say, Jimmy?

00:09:10.270 --> 00:09:12.751
Yeah, I mean, that one feels like a layup,

00:09:13.152 --> 00:09:13.351
right?

00:09:13.371 --> 00:09:13.552
Yeah.

00:09:13.792 --> 00:09:15.432
Run DNA, you know,

00:09:15.513 --> 00:09:16.993
Doug and his team have like

00:09:17.052 --> 00:09:17.774
got it down there.

00:09:17.793 --> 00:09:17.974
I mean,

00:09:18.014 --> 00:09:19.433
I don't know if you if you were

00:09:19.474 --> 00:09:20.534
over talking to Doug at

00:09:20.554 --> 00:09:21.455
their booth at PPS.

00:09:23.341 --> 00:09:25.364
they're like done, not done with running,

00:09:25.403 --> 00:09:27.245
but like they've got running on lock.

00:09:27.505 --> 00:09:28.605
They're into walking now.

00:09:28.826 --> 00:09:29.486
Like they're doing,

00:09:29.527 --> 00:09:31.187
they've taken his technology,

00:09:31.629 --> 00:09:33.309
which he like essentially built.

00:09:33.429 --> 00:09:34.350
Like he was just like,

00:09:34.510 --> 00:09:35.291
he went out there and was like,

00:09:35.311 --> 00:09:36.552
there's no running analysis

00:09:36.591 --> 00:09:37.253
that does this.

00:09:37.972 --> 00:09:38.774
So he like worked with

00:09:38.793 --> 00:09:39.735
engineers and now they have

00:09:39.774 --> 00:09:41.216
this like computer,

00:09:41.255 --> 00:09:42.937
this camera system that does that.

00:09:43.357 --> 00:09:44.378
They're onto walking now

00:09:44.437 --> 00:09:45.038
because they're like,

00:09:46.140 --> 00:09:47.100
It's not the same thing.

00:09:47.561 --> 00:09:48.662
It's a terribly important

00:09:49.081 --> 00:09:50.481
and it's something your patients need.

00:09:50.501 --> 00:09:51.761
So they just modified their

00:09:51.802 --> 00:09:53.222
technology to now do running it.

00:09:53.283 --> 00:09:53.602
Oh, sorry.

00:09:53.682 --> 00:09:54.842
Walking analysis too.

00:09:55.802 --> 00:09:57.043
I think that I think walking

00:09:57.063 --> 00:09:57.583
and running would be a

00:09:57.644 --> 00:09:59.303
layup to have someone be

00:09:59.384 --> 00:10:00.985
the running PT in your area.

00:10:01.445 --> 00:10:03.044
So here's my backdoor into

00:10:03.065 --> 00:10:04.804
that is obviously I've got

00:10:04.865 --> 00:10:05.946
the community for total

00:10:05.966 --> 00:10:06.865
knee replacements.

00:10:07.511 --> 00:10:10.153
That is right up there with walking.

00:10:10.634 --> 00:10:11.813
The biggest complaint for

00:10:11.833 --> 00:10:12.995
knee replacement is I'm not

00:10:13.034 --> 00:10:13.936
walking normally.

00:10:14.015 --> 00:10:14.875
They typically don't have

00:10:14.916 --> 00:10:15.976
terminal knee extension,

00:10:16.017 --> 00:10:17.758
the full range of motion.

00:10:18.217 --> 00:10:20.139
So it's like I can take in

00:10:20.318 --> 00:10:21.620
the walking aspect.

00:10:21.659 --> 00:10:22.840
I've already got the community.

00:10:22.940 --> 00:10:24.280
I've already got the resources.

00:10:24.341 --> 00:10:25.381
I've got the facility.

00:10:25.961 --> 00:10:26.601
So, again,

00:10:26.763 --> 00:10:29.083
I can bring a therapist in for running.

00:10:29.964 --> 00:10:31.205
I could do the walking.

00:10:31.703 --> 00:10:33.424
We can marry those two from

00:10:33.565 --> 00:10:34.466
one technology.

00:10:35.245 --> 00:10:37.748
And then I was also thinking, you know,

00:10:38.067 --> 00:10:39.369
my oldest son just turned

00:10:39.389 --> 00:10:41.470
sixteen while we were at PPS.

00:10:42.090 --> 00:10:43.471
He's doing cross-country.

00:10:43.530 --> 00:10:44.991
I shared a reel this morning,

00:10:45.532 --> 00:10:46.613
a cross-country reel.

00:10:46.653 --> 00:10:46.972
I'm like,

00:10:47.092 --> 00:10:49.495
I've got an in with local athletes.

00:10:49.554 --> 00:10:50.695
I've got the runners.

00:10:50.754 --> 00:10:51.755
I've got volleyball.

00:10:51.875 --> 00:10:53.557
I've got basketball.

00:10:54.096 --> 00:10:55.918
My other nephews are playing

00:10:56.057 --> 00:10:58.139
at a high level in high school sports.

00:10:59.110 --> 00:10:59.650
So I'm like,

00:10:59.691 --> 00:11:01.793
there's so many resources I

00:11:01.833 --> 00:11:03.174
have at my fingertips.

00:11:03.615 --> 00:11:05.077
It would be silly for me not

00:11:05.118 --> 00:11:06.659
to do something with this.

00:11:07.839 --> 00:11:08.720
And it just gives me an

00:11:08.759 --> 00:11:09.879
opportunity to recruit a

00:11:09.919 --> 00:11:11.541
therapist who's highly passionate,

00:11:11.841 --> 00:11:13.142
who I could probably pay

00:11:13.601 --> 00:11:15.003
double what they would make

00:11:15.062 --> 00:11:16.163
working in an outpatient

00:11:16.182 --> 00:11:17.144
clinic down the road.

00:11:18.183 --> 00:11:20.586
So now not only do I get the

00:11:20.625 --> 00:11:22.447
benefit of the best therapist,

00:11:22.527 --> 00:11:24.167
I also have cash pay

00:11:24.206 --> 00:11:25.528
services that are gonna pay

00:11:25.567 --> 00:11:28.168
them at the highest possible level.

00:11:28.690 --> 00:11:30.671
And nobody else here has a

00:11:30.711 --> 00:11:31.951
running analysis system.

00:11:32.051 --> 00:11:33.532
Nobody else here has the

00:11:33.731 --> 00:11:35.052
other hardware products

00:11:35.072 --> 00:11:36.514
that I was looking at at PPS.

00:11:37.580 --> 00:11:39.501
So there's just so many

00:11:39.562 --> 00:11:41.143
things that we could do with this.

00:11:41.163 --> 00:11:42.524
That's why I need you guys

00:11:42.943 --> 00:11:43.985
and bounce these ideas

00:11:44.024 --> 00:11:45.125
around and we can do it

00:11:45.166 --> 00:11:46.648
publicly so we can kind of

00:11:46.748 --> 00:11:48.188
flesh it out a little bit better.

00:11:48.229 --> 00:11:49.909
Dave, what do you think?

00:11:49.990 --> 00:11:51.150
And speaking about publicly,

00:11:51.270 --> 00:11:52.471
like if you're a therapist

00:11:52.532 --> 00:11:53.812
that is even close to the

00:11:53.894 --> 00:11:56.596
Ohio area that likes to work with runners,

00:11:57.056 --> 00:11:57.235
you...

00:11:58.515 --> 00:12:00.499
should absolutely reach out to Tony, go,

00:12:00.639 --> 00:12:02.061
you know, Total Therapy Solutions,

00:12:02.081 --> 00:12:04.924
find their website, call in, schedule,

00:12:05.004 --> 00:12:06.025
like whatever you want them to do,

00:12:06.066 --> 00:12:07.508
you tell us, but like, you know,

00:12:07.548 --> 00:12:09.009
send the resume, call in,

00:12:09.029 --> 00:12:10.131
speak to your front desk person,

00:12:10.211 --> 00:12:11.693
inquire about this because this is,

00:12:12.114 --> 00:12:12.254
I mean,

00:12:12.274 --> 00:12:14.817
you guys could learn so much clinically,

00:12:15.077 --> 00:12:15.719
not just about

00:12:16.687 --> 00:12:17.388
a little bit more with

00:12:17.447 --> 00:12:18.327
running with the technology,

00:12:18.347 --> 00:12:19.908
but even I believe Tony and

00:12:19.989 --> 00:12:21.570
how you guys operate and

00:12:21.811 --> 00:12:23.010
how you interact with

00:12:23.051 --> 00:12:24.091
patients and clients and

00:12:24.131 --> 00:12:25.493
film content and everything

00:12:25.513 --> 00:12:27.274
in between in terms of like all the,

00:12:27.413 --> 00:12:28.575
you know, shout out to Rob Vining,

00:12:28.615 --> 00:12:29.615
all the old, you know,

00:12:29.655 --> 00:12:30.777
MacGyver things that Tony

00:12:30.797 --> 00:12:31.636
has done in terms of like

00:12:31.657 --> 00:12:32.418
interventions and

00:12:32.457 --> 00:12:33.979
techniques to get patients

00:12:33.999 --> 00:12:35.360
to relax and feel better

00:12:35.399 --> 00:12:36.321
and move better and all that.

00:12:36.360 --> 00:12:39.442
So if, and also if someone's not in Ohio,

00:12:39.962 --> 00:12:40.644
this would be an

00:12:40.663 --> 00:12:42.325
opportunity to relocate in my opinion.

00:12:43.157 --> 00:12:43.738
Yeah.

00:12:43.857 --> 00:12:45.099
And, you know, to that point,

00:12:45.158 --> 00:12:45.919
hang on one second.

00:12:46.240 --> 00:12:47.181
To that point,

00:12:47.520 --> 00:12:49.163
the other conversation I had

00:12:49.182 --> 00:12:52.166
around recruitment and hiring at PPS was,

00:12:52.625 --> 00:12:54.408
why are we not creating our

00:12:54.528 --> 00:12:56.509
own celebrities within the profession?

00:12:56.990 --> 00:12:57.250
Like,

00:12:57.390 --> 00:12:59.692
why are we not elevating new grads

00:12:59.753 --> 00:13:01.434
and newer therapists to

00:13:01.495 --> 00:13:02.816
this celebrity status,

00:13:02.855 --> 00:13:04.638
building their Instagram, building their

00:13:05.118 --> 00:13:06.600
social media knowing that

00:13:06.620 --> 00:13:07.379
they're going to leave

00:13:07.440 --> 00:13:09.241
that's okay that that's the

00:13:09.261 --> 00:13:10.803
whole purpose of being with

00:13:10.844 --> 00:13:12.164
me in the foundational

00:13:12.504 --> 00:13:14.927
years so that we can build

00:13:14.967 --> 00:13:16.229
your brand and then you can

00:13:16.249 --> 00:13:18.730
go on to the next level um

00:13:18.831 --> 00:13:19.412
what were you going to say

00:13:19.432 --> 00:13:20.913
jimmy well I'll play off

00:13:20.932 --> 00:13:22.374
that is it was so funny

00:13:22.414 --> 00:13:23.796
because when I was coming

00:13:23.836 --> 00:13:24.956
out of pt school I was of

00:13:24.996 --> 00:13:26.557
course a second career student so i

00:13:28.028 --> 00:13:28.948
So I think clinic directors

00:13:28.969 --> 00:13:29.809
would talk to me

00:13:29.889 --> 00:13:31.370
differently than they would my roommates.

00:13:31.389 --> 00:13:34.431
And that, look, look, you know,

00:13:34.870 --> 00:13:37.692
I can't let this guy get that known.

00:13:37.731 --> 00:13:38.451
It's got to be about the

00:13:38.511 --> 00:13:39.972
clinic because I don't want to lose that.

00:13:39.993 --> 00:13:41.092
They were like so afraid of

00:13:41.133 --> 00:13:42.072
like hiring someone,

00:13:42.253 --> 00:13:44.433
losing someone if they were good.

00:13:45.643 --> 00:13:46.062
That I was like,

00:13:46.263 --> 00:13:47.403
why wouldn't you just like

00:13:47.524 --> 00:13:48.504
treat those – give those

00:13:48.524 --> 00:13:50.826
people what they deserve, right?

00:13:50.865 --> 00:13:53.207
Like which is like this person is great.

00:13:53.227 --> 00:13:54.128
You should come see them.

00:13:54.168 --> 00:13:54.268
Well,

00:13:54.288 --> 00:13:55.989
if you build your business on that

00:13:56.009 --> 00:13:57.409
and they leave, what happens?

00:13:57.791 --> 00:13:58.630
And then the reverse of that

00:13:58.671 --> 00:14:00.412
is what if you don't and they never come?

00:14:00.913 --> 00:14:01.972
Or you don't build them on

00:14:02.033 --> 00:14:03.354
them and they don't get

00:14:03.394 --> 00:14:04.195
what they're looking for or

00:14:04.215 --> 00:14:05.154
what they deserve and then

00:14:05.174 --> 00:14:06.436
they leave anyway, right?

00:14:06.456 --> 00:14:08.136
There's that whole adage of

00:14:08.336 --> 00:14:10.177
what does it cost –

00:14:11.006 --> 00:14:12.187
What if we give continuing

00:14:12.206 --> 00:14:13.628
education to someone, right?

00:14:14.187 --> 00:14:15.128
Career advancement to

00:14:15.168 --> 00:14:15.989
someone at our company and

00:14:16.009 --> 00:14:17.188
they get so smart and they leave.

00:14:17.208 --> 00:14:18.769
What if you don't and they

00:14:18.788 --> 00:14:19.750
have a bunch of dumb people

00:14:19.769 --> 00:14:20.230
at your company?

00:14:20.250 --> 00:14:21.289
Now you've got a bunch of dumb,

00:14:21.330 --> 00:14:22.571
loyal people who can't go anywhere.

00:14:22.711 --> 00:14:23.951
Gary Vee is famous for saying,

00:14:24.291 --> 00:14:25.711
if someone poaches one of

00:14:25.731 --> 00:14:27.131
my girls or one of my guys, he's like,

00:14:27.532 --> 00:14:27.873
Awesome.

00:14:27.952 --> 00:14:29.614
I've made that person coachable.

00:14:30.014 --> 00:14:31.535
Isn't that, as a business owner,

00:14:31.775 --> 00:14:32.697
what I'm really supposed to do?

00:14:33.057 --> 00:14:33.798
Who's next?

00:14:34.938 --> 00:14:35.919
That was drilled into me.

00:14:35.980 --> 00:14:36.921
Maybe it was drilled into me

00:14:36.980 --> 00:14:39.222
more than I thought with my GM in radio,

00:14:39.243 --> 00:14:40.445
which is like, who's next?

00:14:40.684 --> 00:14:41.446
Who do you got?

00:14:41.865 --> 00:14:43.427
Understand what job you're now in, Jimmy.

00:14:43.467 --> 00:14:44.227
You're still on the air.

00:14:45.089 --> 00:14:45.889
but your primary function

00:14:45.929 --> 00:14:46.649
was program director,

00:14:46.669 --> 00:14:47.610
like clinic director.

00:14:48.030 --> 00:14:48.971
Who's next?

00:14:49.131 --> 00:14:50.572
Who are the people you're cherry picking?

00:14:50.832 --> 00:14:52.333
And I used to turn bartenders,

00:14:52.693 --> 00:14:54.075
supermarket checkout people.

00:14:54.895 --> 00:14:56.956
They didn't need licenses to be a radio DJ,

00:14:57.197 --> 00:14:58.758
but I would turn like random people.

00:14:58.898 --> 00:15:00.178
I would turn beer reps,

00:15:00.239 --> 00:15:01.559
people I turned up a couple

00:15:01.580 --> 00:15:02.780
of beer girls into like

00:15:02.860 --> 00:15:03.822
late night radio DJs.

00:15:03.841 --> 00:15:05.201
It's all about the,

00:15:05.383 --> 00:15:06.283
it's all about the giggles.

00:15:06.503 --> 00:15:07.783
So, I mean,

00:15:07.844 --> 00:15:10.005
recruiting seems to be that thing at PPS.

00:15:10.206 --> 00:15:11.346
It's not going anywhere.

00:15:11.947 --> 00:15:14.369
So Dave, I'm curious in your situation,

00:15:15.249 --> 00:15:16.629
I know you pay more than a

00:15:16.669 --> 00:15:17.549
lot of other places.

00:15:17.629 --> 00:15:19.451
I know you see like the

00:15:19.532 --> 00:15:22.232
perfect clientele for so many people.

00:15:23.874 --> 00:15:25.654
Why do you think you're not

00:15:25.735 --> 00:15:28.797
getting more inbound applications,

00:15:28.876 --> 00:15:30.037
more therapists who want to

00:15:30.076 --> 00:15:31.038
do what you're doing?

00:15:32.097 --> 00:15:32.298
Uh,

00:15:32.337 --> 00:15:34.919
is it just not getting enough reach out

00:15:34.960 --> 00:15:36.221
there and not telling them,

00:15:36.280 --> 00:15:38.402
are they scared to, to make the change?

00:15:38.442 --> 00:15:38.722
Like,

00:15:39.123 --> 00:15:40.283
what do you think is holding

00:15:40.303 --> 00:15:40.964
therapists back?

00:15:41.344 --> 00:15:42.304
How much are you getting?

00:15:42.325 --> 00:15:43.205
Let's start with like, and then,

00:15:43.285 --> 00:15:44.166
and then go to that question.

00:15:44.186 --> 00:15:45.626
Like, yeah.

00:15:46.106 --> 00:15:46.267
No.

00:15:46.307 --> 00:15:47.849
So what's great is I got, uh,

00:15:48.808 --> 00:15:50.049
last week I got three

00:15:50.090 --> 00:15:52.130
therapists to reach out to

00:15:52.191 --> 00:15:53.471
me and they were referring

00:15:53.491 --> 00:15:55.113
to these organic posts on LinkedIn.

00:15:55.312 --> 00:15:57.094
So they're, they're not even, this is not,

00:15:57.474 --> 00:15:58.695
this is not an application

00:15:58.715 --> 00:16:00.735
through indeed or like,

00:16:01.655 --> 00:16:02.275
it's kind of funny.

00:16:02.316 --> 00:16:02.476
Like,

00:16:02.777 --> 00:16:04.197
and people like some of these therapists,

00:16:04.217 --> 00:16:05.477
like they don't even click

00:16:05.518 --> 00:16:06.698
into my profile, I guess,

00:16:06.759 --> 00:16:07.519
or they don't do the next

00:16:07.578 --> 00:16:08.440
step of clicking into the

00:16:08.460 --> 00:16:09.399
website and firing,

00:16:09.760 --> 00:16:11.100
finding the hiring tab,

00:16:11.380 --> 00:16:12.481
filling the application out

00:16:12.741 --> 00:16:14.102
and sending it in, which is fine.

00:16:14.143 --> 00:16:15.364
Like maybe, I don't know, like,

00:16:16.183 --> 00:16:17.105
I'm trying to be flexible.

00:16:17.125 --> 00:16:18.427
Maybe this is the new age of

00:16:18.787 --> 00:16:19.788
how people interact.

00:16:19.847 --> 00:16:21.149
I don't know.

00:16:21.190 --> 00:16:23.032
With potential opportunities.

00:16:23.172 --> 00:16:25.875
I mean, for me, I would just go typically,

00:16:26.115 --> 00:16:28.077
I would go like the full formal route.

00:16:28.097 --> 00:16:29.679
Like if I was really curious about it.

00:16:31.166 --> 00:16:33.408
Back in my day, make me feel old.

00:16:34.369 --> 00:16:34.808
So yeah,

00:16:34.889 --> 00:16:38.010
so last week I had an OT and two

00:16:38.071 --> 00:16:41.013
PTs send me a message and

00:16:41.052 --> 00:16:42.494
it basically said something like,

00:16:43.335 --> 00:16:44.395
I saw your post about an

00:16:44.495 --> 00:16:45.976
opening for an OT or a PT

00:16:46.017 --> 00:16:46.657
taking house calls in

00:16:46.697 --> 00:16:47.457
Manhattan and Brooklyn.

00:16:47.778 --> 00:16:48.458
I would like to learn more

00:16:48.479 --> 00:16:49.298
about the position.

00:16:49.700 --> 00:16:50.320
And then it would be like

00:16:50.340 --> 00:16:50.879
something about them,

00:16:50.919 --> 00:16:52.380
like I'm a new grad or I've

00:16:52.400 --> 00:16:53.121
got whatever years of

00:16:53.162 --> 00:16:54.383
experience and currently

00:16:54.442 --> 00:16:55.464
working at wherever.

00:16:56.004 --> 00:16:57.184
I hope to hear from you soon.

00:16:57.644 --> 00:16:59.706
So then what's interesting, guys,

00:17:00.006 --> 00:17:01.106
and I would love your feedback now.

00:17:03.109 --> 00:17:04.509
I'll reply as soon as I can.

00:17:04.589 --> 00:17:05.410
Thanks for reaching out.

00:17:06.050 --> 00:17:07.351
Can you complete this form?

00:17:07.811 --> 00:17:08.112
Basically,

00:17:08.132 --> 00:17:09.373
it's an application with your

00:17:09.393 --> 00:17:10.814
information and upload your

00:17:10.834 --> 00:17:12.194
resume at this link.

00:17:12.875 --> 00:17:13.714
Uh, now the,

00:17:13.755 --> 00:17:15.195
the one person was looking for

00:17:15.316 --> 00:17:16.675
like strictly PRN and I

00:17:16.695 --> 00:17:17.496
just don't have the time.

00:17:17.576 --> 00:17:19.317
Cause I realized how much

00:17:19.376 --> 00:17:20.217
time and effort it takes to

00:17:20.237 --> 00:17:21.817
like onboard and train a new therapist.

00:17:21.836 --> 00:17:22.458
And I want to like,

00:17:22.857 --> 00:17:24.238
I want to do like brain dump.

00:17:24.337 --> 00:17:25.577
Like here's our culture.

00:17:25.597 --> 00:17:26.959
Like you said, Tony, here's what we do.

00:17:26.999 --> 00:17:27.858
Here's our core values.

00:17:27.878 --> 00:17:29.318
Like here's all the things we do.

00:17:29.779 --> 00:17:30.359
And it just doesn't make

00:17:30.380 --> 00:17:31.079
sense for me to do that.

00:17:31.119 --> 00:17:31.920
If a therapist is seeing

00:17:31.960 --> 00:17:33.400
like one or two patients a

00:17:33.440 --> 00:17:34.941
week or one or two visits a week.

00:17:35.520 --> 00:17:37.162
So the one therapist had asked for PRN.

00:17:37.182 --> 00:17:39.942
So then I like that's not going to work.

00:17:40.002 --> 00:17:40.344
Sorry.

00:17:40.384 --> 00:17:41.064
Like we're looking for like

00:17:41.104 --> 00:17:42.444
at least twenty hours a week or more,

00:17:42.525 --> 00:17:44.205
ideally full time, forty hours.

00:17:44.945 --> 00:17:46.047
So that one therapist is out.

00:17:46.507 --> 00:17:48.528
The other two have not

00:17:48.548 --> 00:17:50.868
completed the application

00:17:50.949 --> 00:17:51.710
on the website yet.

00:17:52.309 --> 00:17:55.933
Which maybe I shouldn't worry about.

00:17:56.074 --> 00:17:57.674
And go back to Tony and what

00:17:57.694 --> 00:17:58.355
you said is like,

00:17:58.876 --> 00:18:00.557
I just continue to need more reach.

00:18:00.698 --> 00:18:01.499
I need to get this in front

00:18:01.519 --> 00:18:02.200
of more therapists.

00:18:02.579 --> 00:18:04.923
That's why I posted this salary number,

00:18:04.942 --> 00:18:06.163
which is whatever I wrote,

00:18:06.683 --> 00:18:09.606
up to one hundred twenty K, like pretty,

00:18:09.748 --> 00:18:10.228
pretty good.

00:18:10.769 --> 00:18:11.990
And also other than

00:18:12.009 --> 00:18:12.830
traveling around the city,

00:18:12.931 --> 00:18:13.730
you're only seeing like

00:18:14.011 --> 00:18:15.692
four to six patients a day.

00:18:16.936 --> 00:18:18.576
So I know it's not for everyone.

00:18:18.636 --> 00:18:19.817
It's not for every therapist,

00:18:19.857 --> 00:18:21.917
but that's just a little

00:18:21.938 --> 00:18:22.837
bit more of the steps of

00:18:22.877 --> 00:18:25.278
what I've seen over the last week.

00:18:25.398 --> 00:18:27.539
Any feedback in terms of like, I mean,

00:18:27.559 --> 00:18:28.339
should I expect these

00:18:28.380 --> 00:18:29.740
therapists to actually fill

00:18:29.759 --> 00:18:30.720
out the application?

00:18:30.759 --> 00:18:31.881
Like, give me some feedback.

00:18:32.340 --> 00:18:33.361
I guess it's good that they haven't,

00:18:33.401 --> 00:18:33.601
right?

00:18:33.641 --> 00:18:35.580
Because it's show versus tell.

00:18:35.601 --> 00:18:37.182
Like, all right, not that interested,

00:18:37.261 --> 00:18:37.461
but...

00:18:38.628 --> 00:18:39.269
Well, that's the thing.

00:18:39.288 --> 00:18:40.890
Back in my day,

00:18:42.351 --> 00:18:44.692
when we were looking at recruiting,

00:18:44.731 --> 00:18:45.451
and I'm going to say,

00:18:45.531 --> 00:18:46.992
fifteen to twenty years ago,

00:18:47.532 --> 00:18:48.953
we would intentionally add

00:18:48.993 --> 00:18:51.315
friction to the recruitment process.

00:18:51.755 --> 00:18:53.435
We would intentionally weed

00:18:53.615 --> 00:18:55.676
out people that couldn't

00:18:55.737 --> 00:18:56.978
follow simple directions.

00:18:57.018 --> 00:18:58.478
And I remember we had a test

00:18:58.498 --> 00:18:59.638
that we would give them if

00:18:59.679 --> 00:19:00.939
they did make it through

00:19:01.599 --> 00:19:03.681
just to follow instructions.

00:19:03.760 --> 00:19:05.201
And it was a series of like

00:19:05.240 --> 00:19:06.261
twelve or fifteen

00:19:06.741 --> 00:19:08.183
do this, do this, do this.

00:19:08.663 --> 00:19:10.445
And it's shocking how few

00:19:10.506 --> 00:19:12.268
people could actually read

00:19:12.508 --> 00:19:15.090
and follow the instructions.

00:19:15.151 --> 00:19:18.615
So, you know, I don't know.

00:19:18.815 --> 00:19:19.915
I don't know if it's just

00:19:20.155 --> 00:19:21.258
it's a situation where

00:19:21.298 --> 00:19:22.018
we're not getting the

00:19:22.038 --> 00:19:23.460
message to the right people.

00:19:24.019 --> 00:19:25.821
I don't know if it's a situation where,

00:19:26.403 --> 00:19:27.663
you know, like you said,

00:19:27.703 --> 00:19:29.185
it's a different economy, a different

00:19:29.721 --> 00:19:32.103
State of mind, I don't know.

00:19:32.563 --> 00:19:34.623
But that goes back to my

00:19:34.663 --> 00:19:35.563
original point when we

00:19:35.603 --> 00:19:36.864
started today's convo.

00:19:37.683 --> 00:19:38.644
I don't know that I want to

00:19:38.683 --> 00:19:39.584
go down that road.

00:19:39.743 --> 00:19:40.744
I don't know if I want to be

00:19:40.805 --> 00:19:41.825
frustrated again.

00:19:41.964 --> 00:19:42.744
I don't know if I want to

00:19:42.785 --> 00:19:44.105
put myself out there again.

00:19:45.086 --> 00:19:46.145
It is like dating.

00:19:46.346 --> 00:19:46.546
I mean,

00:19:46.566 --> 00:19:47.986
we're talking about long-term

00:19:48.026 --> 00:19:48.807
relationships.

00:19:48.846 --> 00:19:50.987
We're talking about tying money together.

00:19:51.326 --> 00:19:52.827
We're talking about time together.

00:19:52.867 --> 00:19:54.907
We're talking about expectations.

00:19:55.907 --> 00:19:57.028
Probably worse than dating.

00:19:57.328 --> 00:19:57.409
So...

00:19:59.169 --> 00:20:00.970
I just don't know.

00:20:01.130 --> 00:20:01.809
And another thing.

00:20:01.849 --> 00:20:02.269
So like,

00:20:02.309 --> 00:20:03.711
what was it like two months ago or

00:20:03.810 --> 00:20:05.050
less a month and a half ago

00:20:05.510 --> 00:20:07.892
when we came live call at Tony,

00:20:07.932 --> 00:20:09.451
it was like, uh, he's like,

00:20:09.471 --> 00:20:10.292
I gotta go to the clinic

00:20:10.313 --> 00:20:13.053
because your PT or PTA was

00:20:13.153 --> 00:20:14.374
sick or call it out or whatever.

00:20:14.773 --> 00:20:16.273
Like, and you didn't complain.

00:20:16.413 --> 00:20:17.015
I will give you credit.

00:20:17.035 --> 00:20:17.714
You didn't complain.

00:20:17.755 --> 00:20:18.974
You didn't say what, you know, you,

00:20:19.115 --> 00:20:20.095
you didn't have an issue with that.

00:20:20.134 --> 00:20:20.776
You went and did it.

00:20:20.796 --> 00:20:22.715
You said, you know, take care of yourself,

00:20:22.756 --> 00:20:23.056
whatever.

00:20:23.757 --> 00:20:24.916
Um, so yeah,

00:20:26.444 --> 00:20:27.105
The point of bringing that

00:20:27.145 --> 00:20:29.267
up is an owner out there

00:20:29.667 --> 00:20:30.989
cannot complain if they're

00:20:31.009 --> 00:20:33.170
in that situation because

00:20:33.190 --> 00:20:34.070
they're not going the route

00:20:34.111 --> 00:20:34.730
of employment.

00:20:35.912 --> 00:20:39.535
I want to be able to offload... Last week,

00:20:39.575 --> 00:20:41.215
I saw one patient,

00:20:41.757 --> 00:20:44.219
two visits total for all of last week.

00:20:45.940 --> 00:20:48.122
I'm trying to get out of patient care.

00:20:48.142 --> 00:20:49.103
I want to grow the practice,

00:20:49.123 --> 00:20:49.722
grow the business.

00:20:50.804 --> 00:20:51.604
You guys can let me know.

00:20:51.785 --> 00:20:52.964
If I ever start complaining about...

00:20:53.979 --> 00:20:56.361
Anything like with delegation or whatever,

00:20:56.381 --> 00:20:57.480
it's like that's on me

00:20:57.500 --> 00:20:58.442
because I'm not putting

00:20:58.461 --> 00:20:59.142
these people in the right

00:20:59.182 --> 00:21:00.603
roles or upstream.

00:21:00.623 --> 00:21:01.784
I'm not finding people.

00:21:02.104 --> 00:21:02.984
I'm not doing enough

00:21:03.005 --> 00:21:04.204
creative things or enough

00:21:04.305 --> 00:21:05.546
volume of work or whatever

00:21:05.945 --> 00:21:07.487
to actually get more of

00:21:07.527 --> 00:21:10.608
these potential candidates in my world.

00:21:10.648 --> 00:21:12.009
So we'll get into the more

00:21:12.069 --> 00:21:14.672
nitty gritty observations from PPS.

00:21:14.711 --> 00:21:15.291
But Jimmy,

00:21:15.332 --> 00:21:17.653
just kind of big takeaway picture.

00:21:17.693 --> 00:21:18.614
What were you thinking when

00:21:18.634 --> 00:21:20.154
you left and you were on

00:21:20.174 --> 00:21:21.296
your way back to New York?

00:21:21.673 --> 00:21:23.374
Yeah, it was like,

00:21:23.794 --> 00:21:25.094
who was there and what was

00:21:25.153 --> 00:21:26.095
everybody talking about?

00:21:26.154 --> 00:21:27.894
So like, who spent the money to be there?

00:21:28.335 --> 00:21:29.256
Because they think they have

00:21:29.316 --> 00:21:30.375
solutions and they've

00:21:30.435 --> 00:21:31.977
obviously been listening to

00:21:32.557 --> 00:21:33.656
the masses and they're saying,

00:21:33.676 --> 00:21:35.077
we have a solution, here it is,

00:21:35.278 --> 00:21:36.438
in full Technicolor.

00:21:36.958 --> 00:21:38.439
And then I just stand next

00:21:38.459 --> 00:21:39.558
to people at a conference

00:21:39.578 --> 00:21:41.339
and I ask them a question

00:21:41.720 --> 00:21:42.700
and then my goal is like,

00:21:42.819 --> 00:21:43.861
get them to just talk.

00:21:44.340 --> 00:21:45.061
Like I know a lot of people

00:21:45.102 --> 00:21:46.022
go to like those parties

00:21:46.103 --> 00:21:47.523
afterwards for like the free drinks.

00:21:47.844 --> 00:21:48.805
And I'm not saying that's bad.

00:21:48.944 --> 00:21:50.666
Please don't stop that.

00:21:50.707 --> 00:21:51.847
But I'm going to see like

00:21:51.887 --> 00:21:53.288
what is everybody else complaining about?

00:21:53.368 --> 00:21:54.931
Why are you here?

00:21:54.990 --> 00:21:55.872
Why did you come to this?

00:21:56.612 --> 00:21:57.633
What are the biggest

00:21:57.653 --> 00:21:58.673
problems that you have?

00:21:59.394 --> 00:22:03.298
And then who's actually at PPS, right?

00:22:03.317 --> 00:22:05.000
It's the big, big companies, right?

00:22:06.029 --> 00:22:06.830
I picture this,

00:22:06.851 --> 00:22:07.431
and I was saying this

00:22:07.471 --> 00:22:08.692
yesterday in my staff

00:22:08.731 --> 00:22:09.932
meeting at Vestibular First,

00:22:09.952 --> 00:22:11.252
because they were like curious.

00:22:11.272 --> 00:22:11.594
They're like,

00:22:12.114 --> 00:22:14.454
was there neuro equipment there?

00:22:14.715 --> 00:22:15.796
Should Vestibular First,

00:22:15.816 --> 00:22:17.037
it was sort of a fact finding mission.

00:22:17.156 --> 00:22:19.598
Should Vestibular First be a vendor?

00:22:19.618 --> 00:22:20.759
Should we be presenting like

00:22:20.919 --> 00:22:21.640
in the expo hall?

00:22:21.660 --> 00:22:23.161
Should we be looking and

00:22:23.260 --> 00:22:24.321
showing the technology?

00:22:25.102 --> 00:22:26.423
And it's just funny,

00:22:26.462 --> 00:22:27.483
like who goes to those things?

00:22:27.564 --> 00:22:30.905
And I say, I picture there's two PPSs.

00:22:31.266 --> 00:22:32.186
One is everybody you see.

00:22:33.619 --> 00:22:35.701
And the second is that scene

00:22:35.721 --> 00:22:36.982
from Austin Powers where

00:22:37.063 --> 00:22:39.023
all the evil villains are

00:22:39.243 --> 00:22:40.505
sitting odd job with the

00:22:40.625 --> 00:22:42.527
hat and the guy with the glass eye.

00:22:42.846 --> 00:22:44.167
They're all in meeting rooms

00:22:44.248 --> 00:22:45.729
that you can't see doing

00:22:45.848 --> 00:22:47.950
big deals that you're going

00:22:47.990 --> 00:22:49.991
to see in two years from

00:22:50.051 --> 00:22:50.932
now because they made a

00:22:50.991 --> 00:22:52.593
deal or they met at PPS.

00:22:53.953 --> 00:22:56.635
So those are the two different PPSs.

00:22:56.655 --> 00:22:58.438
So who was paying to be there?

00:22:59.258 --> 00:23:00.098
And what's the gripe?

00:23:00.118 --> 00:23:00.919
What's the big problem?

00:23:00.939 --> 00:23:01.818
Everybody's looking.

00:23:02.200 --> 00:23:04.000
You just paid fifteen hundred bucks,

00:23:04.340 --> 00:23:05.521
flew across the country,

00:23:06.342 --> 00:23:08.002
staying at the Gaylord ain't cheap.

00:23:08.303 --> 00:23:09.284
What is your problem?

00:23:09.403 --> 00:23:11.005
What are you actually here to solve?

00:23:11.525 --> 00:23:12.786
So I pay attention to those things.

00:23:12.806 --> 00:23:13.365
I don't know if you want to

00:23:13.405 --> 00:23:14.205
get into like what I

00:23:14.226 --> 00:23:15.047
thought those problems were.

00:23:15.935 --> 00:23:17.416
Yeah, let's talk about one.

00:23:17.636 --> 00:23:19.057
While you're thinking about it real quick,

00:23:19.097 --> 00:23:20.939
Dave, kind of in your world,

00:23:20.979 --> 00:23:22.220
and this is kind of an aside,

00:23:23.400 --> 00:23:26.082
I ran into the guy that I

00:23:26.122 --> 00:23:28.022
credit with me becoming a

00:23:28.063 --> 00:23:29.104
physical therapist.

00:23:30.324 --> 00:23:31.005
It's funny, you know,

00:23:31.065 --> 00:23:32.665
so real quick backstory.

00:23:32.885 --> 00:23:34.326
I was doing an internship

00:23:34.346 --> 00:23:36.567
for my undergrad degree in kinesiology.

00:23:36.768 --> 00:23:37.608
I was working for a

00:23:37.669 --> 00:23:39.009
hospital-owned outpatient

00:23:39.029 --> 00:23:40.691
clinic in a YMCA.

00:23:42.691 --> 00:23:44.352
I had never heard of physical therapy.

00:23:44.372 --> 00:23:46.231
I had no idea what physical therapy was.

00:23:46.571 --> 00:23:48.032
There was a clinic upstairs.

00:23:48.633 --> 00:23:50.613
My person from the YMCA

00:23:50.633 --> 00:23:51.673
introduced me to a guy

00:23:51.713 --> 00:23:52.534
named Scott Porter.

00:23:53.554 --> 00:23:56.775
He was a physical therapist,

00:23:56.815 --> 00:23:58.234
but the director of rehab.

00:23:58.295 --> 00:24:00.135
And we built a relationship.

00:24:00.195 --> 00:24:01.955
I started volunteering for the clinic,

00:24:01.996 --> 00:24:03.717
and then I became a hired

00:24:03.876 --> 00:24:04.737
aide for the clinic.

00:24:05.261 --> 00:24:05.602
Anyway,

00:24:05.662 --> 00:24:07.522
he's the guy I credit with like my

00:24:07.583 --> 00:24:09.284
business and how I got started.

00:24:09.324 --> 00:24:10.304
And he's the first person I

00:24:10.344 --> 00:24:11.884
talked to about opening a clinic.

00:24:12.785 --> 00:24:15.286
I ran into him for the first time in like,

00:24:15.546 --> 00:24:17.307
gosh, it must've been fifteen,

00:24:17.487 --> 00:24:18.586
eighteen years.

00:24:19.248 --> 00:24:21.008
I saw him walking in.

00:24:21.509 --> 00:24:22.628
Long story short,

00:24:23.068 --> 00:24:26.411
he was the CEO of a company

00:24:26.451 --> 00:24:27.351
called Fitness Quest.

00:24:27.371 --> 00:24:28.651
They had sixteen locations.

00:24:28.691 --> 00:24:29.592
They just announced in

00:24:29.771 --> 00:24:31.413
August that they were acquired by,

00:24:31.992 --> 00:24:33.093
is it Concentra?

00:24:33.573 --> 00:24:33.973
Is that the?

00:24:33.993 --> 00:24:34.433
Yeah.

00:24:36.016 --> 00:24:38.559
And now he's still the CEO there,

00:24:38.980 --> 00:24:40.823
but they're a partner

00:24:40.863 --> 00:24:43.728
company owned by Concentra.

00:24:44.528 --> 00:24:46.172
So I was getting all the scoop on that.

00:24:46.672 --> 00:24:47.594
And then I found out

00:24:48.038 --> 00:24:48.939
his daughter,

00:24:49.138 --> 00:24:51.799
who I remember as like a child, I mean,

00:24:51.819 --> 00:24:52.421
five years old,

00:24:52.941 --> 00:24:54.461
was one of the main stars

00:24:54.521 --> 00:24:57.163
on the reality show, the MTV show,

00:24:57.242 --> 00:24:59.464
Siesta Key, which of course,

00:24:59.525 --> 00:25:01.086
Siesta Key is where I grew up.

00:25:01.185 --> 00:25:01.625
So she,

00:25:01.786 --> 00:25:03.646
like all of these crazy connections

00:25:03.686 --> 00:25:04.267
came out.

00:25:04.847 --> 00:25:05.788
But as soon as I heard about

00:25:05.827 --> 00:25:06.989
the acquisition, of course,

00:25:07.028 --> 00:25:08.309
I was thinking about Dave Kittle.

00:25:08.529 --> 00:25:10.550
So Jimmy, what were you thinking about?

00:25:10.891 --> 00:25:12.412
Yeah, I mean, like the things that I saw,

00:25:12.451 --> 00:25:13.313
the writing on the wall,

00:25:14.565 --> 00:25:15.906
outside of like patient

00:25:15.926 --> 00:25:18.852
recruitment and uh hiring

00:25:19.092 --> 00:25:20.314
in terms of like big

00:25:20.354 --> 00:25:22.718
business came down uh one

00:25:22.738 --> 00:25:23.878
two three four seven letters

00:25:24.914 --> 00:25:26.296
It was all about the EMRs,

00:25:26.976 --> 00:25:28.156
it's all about AI,

00:25:28.696 --> 00:25:29.817
and it's all about M&A.

00:25:30.278 --> 00:25:32.180
So those were the three

00:25:32.299 --> 00:25:33.180
different things or the

00:25:33.200 --> 00:25:34.621
three big topics that I saw

00:25:34.661 --> 00:25:36.721
everybody like sort of whispering about,

00:25:36.803 --> 00:25:37.002
right?

00:25:37.143 --> 00:25:39.703
EMRs, we could do an entire,

00:25:39.743 --> 00:25:40.924
we could do a series on this.

00:25:40.964 --> 00:25:42.365
I mean, I joked around in our group chat,

00:25:42.385 --> 00:25:45.627
like we should do March Madness,

00:25:45.667 --> 00:25:47.548
like which EMR is the best, right?

00:25:47.588 --> 00:25:48.769
Which is the one seed,

00:25:48.789 --> 00:25:50.211
which is the crafty veteran.

00:25:52.051 --> 00:25:52.692
AI,

00:25:52.752 --> 00:25:54.413
in terms of like we did a live stream

00:25:54.433 --> 00:25:56.675
with Sarah Health, that's RTM.

00:25:56.796 --> 00:25:57.415
So if I was going to put

00:25:57.476 --> 00:25:59.096
more letters in there, it would be RTM.

00:25:59.136 --> 00:26:01.219
So EMR, AI, M&A,

00:26:01.479 --> 00:26:04.540
and RTM is who's solving these things,

00:26:04.781 --> 00:26:05.001
right?

00:26:05.082 --> 00:26:06.222
And a lot of people are

00:26:06.282 --> 00:26:07.304
flirting with this.

00:26:07.344 --> 00:26:08.304
I think the people that go

00:26:08.364 --> 00:26:10.185
to PPS and put up that kind

00:26:10.205 --> 00:26:10.986
of money and time and

00:26:11.046 --> 00:26:12.907
effort are likely a little

00:26:12.928 --> 00:26:14.689
bit more on the advanced

00:26:14.709 --> 00:26:15.710
side of that bell curve,

00:26:15.789 --> 00:26:17.090
like early adopters because

00:26:17.111 --> 00:26:18.030
they're looking and sniffing.

00:26:18.972 --> 00:26:20.634
But it's like the number one

00:26:20.693 --> 00:26:21.515
old tried and true who's

00:26:21.555 --> 00:26:22.474
spending the most money,

00:26:22.695 --> 00:26:24.676
whose attention and tech is it worth it?

00:26:24.696 --> 00:26:25.517
It's those EMRs.

00:26:25.557 --> 00:26:26.258
So the three that were

00:26:26.317 --> 00:26:27.618
duking it out in terms of

00:26:27.659 --> 00:26:30.881
spend anyway were Raintree, WebPT,

00:26:30.941 --> 00:26:31.520
and Prompt.

00:26:31.741 --> 00:26:33.061
I mean, those were the three who were like,

00:26:33.542 --> 00:26:34.683
we are going to woo you.

00:26:34.844 --> 00:26:36.365
We are going to spend for you.

00:26:36.384 --> 00:26:37.625
We are going to be in front of you.

00:26:37.664 --> 00:26:39.086
We're going to pay attention to you.

00:26:39.105 --> 00:26:40.547
And you tell us everything.

00:26:41.008 --> 00:26:41.147
Oh,

00:26:41.228 --> 00:26:42.568
tell us all your problems and your

00:26:42.608 --> 00:26:43.449
wants and desires.

00:26:43.769 --> 00:26:44.710
What about Net Health?

00:26:44.849 --> 00:26:46.471
Net Health, I don't know.

00:26:46.550 --> 00:26:47.872
Yeah, they were in there.

00:26:47.892 --> 00:26:48.512
They had a party, right?

00:26:49.472 --> 00:26:49.814
What's that?

00:26:50.894 --> 00:26:51.796
Didn't they have a big party?

00:26:52.056 --> 00:26:52.856
Didn't they host a party?

00:26:53.017 --> 00:26:54.077
They all hosted a party.

00:26:55.439 --> 00:26:55.959
Every one of them.

00:26:56.059 --> 00:26:56.720
I mean, I went to like,

00:26:57.121 --> 00:26:58.241
I could have gone to like all three.

00:26:58.261 --> 00:26:59.001
I mean, if you timed it right,

00:26:59.021 --> 00:26:59.942
you could have gone to all three.

00:27:01.664 --> 00:27:02.865
It sounded like Judy had an all-nighter.

00:27:04.212 --> 00:27:05.233
I played beer league men's

00:27:05.253 --> 00:27:05.854
hockey last night.

00:27:05.874 --> 00:27:06.673
That's why I sound like I

00:27:06.713 --> 00:27:07.875
smoked a pack of cigarettes

00:27:07.894 --> 00:27:10.576
is we played when you were a PPS though.

00:27:10.756 --> 00:27:12.336
Oh yeah.

00:27:12.376 --> 00:27:12.977
I mean, it's funny.

00:27:12.997 --> 00:27:13.616
It's like you're in that

00:27:13.636 --> 00:27:15.077
conference environment and like,

00:27:15.137 --> 00:27:16.317
I hate to say like, Oh my gosh,

00:27:16.357 --> 00:27:18.118
part of the job is talking all the time.

00:27:18.598 --> 00:27:20.480
But like when you talk for like, like,

00:27:20.500 --> 00:27:23.401
I think Tony and I even said it like, man,

00:27:23.461 --> 00:27:23.922
I'm going to,

00:27:25.142 --> 00:27:25.942
I got to be quiet for a

00:27:25.961 --> 00:27:26.803
while on the ride home.

00:27:26.843 --> 00:27:29.003
Like you're a little horse.

00:27:29.203 --> 00:27:29.443
Yeah.

00:27:30.239 --> 00:27:32.500
So so with them duking it out,

00:27:33.181 --> 00:27:34.402
they were just the top

00:27:34.442 --> 00:27:35.823
layer because then you had

00:27:35.863 --> 00:27:37.044
all these second layer

00:27:37.624 --> 00:27:39.645
newer entrants into the market.

00:27:41.267 --> 00:27:42.728
I had never heard of several

00:27:42.768 --> 00:27:43.989
of these companies that

00:27:44.028 --> 00:27:45.328
were really trying to

00:27:45.430 --> 00:27:46.769
create a name for themselves,

00:27:46.809 --> 00:27:47.391
trying to get.

00:27:47.932 --> 00:27:49.071
you know, on the board.

00:27:50.333 --> 00:27:52.212
I just don't understand how

00:27:52.272 --> 00:27:55.294
somebody looks at this market and says,

00:27:55.794 --> 00:27:59.015
I want to start an EMR for PTOTSOP.

00:27:59.635 --> 00:27:59.875
Yeah.

00:27:59.935 --> 00:28:00.076
I mean,

00:28:00.115 --> 00:28:01.036
the other ones that I could mention,

00:28:01.056 --> 00:28:01.915
you mentioned NetHealth.

00:28:02.016 --> 00:28:04.057
Empower EMR has been a

00:28:04.076 --> 00:28:05.777
sponsor of my podcast for a while,

00:28:06.178 --> 00:28:07.278
but they went by a different name.

00:28:07.478 --> 00:28:08.258
So like a lot of people were

00:28:08.298 --> 00:28:09.778
looking at them for the first time,

00:28:09.898 --> 00:28:11.439
but they weren't because

00:28:11.459 --> 00:28:13.039
they were MW Therapy and

00:28:13.099 --> 00:28:14.720
now they're Empower EMR.

00:28:15.619 --> 00:28:16.780
The fun part too is,

00:28:17.849 --> 00:28:18.810
Twenty-five years ago,

00:28:18.851 --> 00:28:19.590
you probably needed an

00:28:19.631 --> 00:28:21.633
entire company full of people.

00:28:23.233 --> 00:28:24.115
Something like Empower is

00:28:24.134 --> 00:28:25.155
still a full company,

00:28:25.195 --> 00:28:28.357
but you needed a thousand people to run.

00:28:28.877 --> 00:28:29.699
Did you see this?

00:28:29.838 --> 00:28:30.159
Oh, man,

00:28:30.199 --> 00:28:31.200
I can't believe I'm on the screenshots.

00:28:32.320 --> 00:28:33.902
Maybe Dave or Tony, well,

00:28:33.922 --> 00:28:34.462
you're on the phone.

00:28:35.083 --> 00:28:36.644
The headquarters for Epic,

00:28:37.625 --> 00:28:38.986
I don't know if these are fake or not,

00:28:39.487 --> 00:28:40.606
but it looks like...

00:28:41.942 --> 00:28:43.884
something Walt Disney would have designed.

00:28:43.963 --> 00:28:45.884
It's like the headquarters of Epic,

00:28:45.944 --> 00:28:48.426
the EMR, is like a joke.

00:28:48.646 --> 00:28:51.347
It's like Lego wizards that

00:28:51.387 --> 00:28:52.568
are ten feet tall and

00:28:52.608 --> 00:28:54.130
yellow brick roads and castles.

00:28:54.150 --> 00:28:55.130
I'm like, this isn't real.

00:28:55.711 --> 00:28:56.750
But anyway, my point is like,

00:28:57.111 --> 00:28:58.711
I'm pretty sure they're

00:28:58.771 --> 00:28:59.952
like a multi-million dollar company.

00:29:00.353 --> 00:29:01.473
Yeah, that's the thing.

00:29:01.534 --> 00:29:02.173
And of course,

00:29:02.194 --> 00:29:03.335
the therapists get a hold of us.

00:29:03.375 --> 00:29:05.436
No wonder all the money goes to it's like,

00:29:05.497 --> 00:29:06.397
oh, they got, you know,

00:29:06.698 --> 00:29:08.259
a twenty foot tall wizard

00:29:08.739 --> 00:29:09.960
Lego brick person.

00:29:10.480 --> 00:29:11.422
But you needed like a

00:29:11.461 --> 00:29:12.481
thousand or ten thousand

00:29:12.501 --> 00:29:13.383
people behind the scenes at

00:29:13.482 --> 00:29:14.584
Epic to run a really great

00:29:14.624 --> 00:29:15.845
company that did something

00:29:15.865 --> 00:29:17.145
that made a product like that.

00:29:17.605 --> 00:29:19.926
And now with software, you don't like,

00:29:19.987 --> 00:29:20.166
I don't,

00:29:20.326 --> 00:29:21.207
I don't know how many people are

00:29:21.227 --> 00:29:23.008
like at an, at an empower EMR,

00:29:23.468 --> 00:29:25.469
but it's not, it's not a thousand, right.

00:29:25.509 --> 00:29:26.449
It might be or,

00:29:27.109 --> 00:29:28.349
or less because some of

00:29:28.369 --> 00:29:29.951
those people don't have to be full time,

00:29:30.010 --> 00:29:30.211
right?

00:29:30.230 --> 00:29:31.750
Like you could have offshore people,

00:29:31.810 --> 00:29:33.652
you could have people who are PRN,

00:29:33.692 --> 00:29:35.132
like even in that software game.

00:29:35.172 --> 00:29:36.373
So there are a lot of

00:29:36.472 --> 00:29:38.374
options and some people just love it.

00:29:38.993 --> 00:29:39.114
Um,

00:29:39.634 --> 00:29:41.234
Because that's their thing

00:29:41.255 --> 00:29:42.135
and they don't want to change.

00:29:42.655 --> 00:29:44.297
But the EMR, they get long-term.

00:29:44.356 --> 00:29:44.436
Well,

00:29:44.457 --> 00:29:45.518
we're talking about this with someone.

00:29:45.758 --> 00:29:46.798
Why are they paying so much?

00:29:46.837 --> 00:29:48.118
How can this company throw

00:29:48.138 --> 00:29:49.299
this party every year and

00:29:49.339 --> 00:29:50.240
still make money?

00:29:51.080 --> 00:29:52.142
They understand to flip a

00:29:52.162 --> 00:29:53.082
Dave Kittle or a Tony

00:29:53.122 --> 00:29:54.123
Meritato in their clinic,

00:29:54.363 --> 00:29:55.763
that lifetime value,

00:29:56.084 --> 00:29:57.285
they're charging you a lot

00:29:57.305 --> 00:29:58.786
of them per therapist per

00:29:58.865 --> 00:30:00.307
month or however their pricing are.

00:30:01.027 --> 00:30:01.606
Very sticky.

00:30:01.847 --> 00:30:03.167
That adds up, right?

00:30:03.188 --> 00:30:05.690
Because changing is that tough thing,

00:30:05.730 --> 00:30:05.890
right?

00:30:05.910 --> 00:30:07.530
It's that emotional, it's that overhaul.

00:30:07.770 --> 00:30:08.912
So when they flip you,

00:30:09.011 --> 00:30:11.673
they understand what that's worth.

00:30:11.693 --> 00:30:12.914
So I'd be curious, Dave,

00:30:12.954 --> 00:30:15.777
I don't know if you saw the post, an OT,

00:30:16.057 --> 00:30:18.617
I won't mention names, said, you know,

00:30:18.659 --> 00:30:19.398
if somebody,

00:30:19.858 --> 00:30:21.400
an EMR company is spending

00:30:21.460 --> 00:30:22.280
five hundred thousand

00:30:22.320 --> 00:30:23.761
dollars on this event,

00:30:24.465 --> 00:30:25.666
What else could they have

00:30:25.727 --> 00:30:26.647
done with that money?

00:30:26.708 --> 00:30:28.068
Why are they not, you know,

00:30:28.368 --> 00:30:31.372
how many sponsorships of APTA,

00:30:31.672 --> 00:30:33.192
AOTA memberships could they

00:30:33.232 --> 00:30:33.894
have paid for?

00:30:34.473 --> 00:30:35.194
How many,

00:30:35.375 --> 00:30:36.855
how could they put that money to

00:30:37.115 --> 00:30:39.117
use in other ways?

00:30:39.377 --> 00:30:40.898
You're coming out of the tech world.

00:30:41.500 --> 00:30:43.060
You've seen tons of money

00:30:43.101 --> 00:30:44.823
spent on stuff like this.

00:30:45.343 --> 00:30:47.305
Like, what do you think, Dave, about that?

00:30:48.020 --> 00:30:48.320
You know,

00:30:48.661 --> 00:30:50.481
is half a million dollars the

00:30:50.521 --> 00:30:51.643
best way to spend that

00:30:51.722 --> 00:30:53.884
money for an EMR company on

00:30:53.943 --> 00:30:55.424
a week-long event or should

00:30:55.464 --> 00:30:56.546
they be putting that money

00:30:56.605 --> 00:30:57.826
somewhere else?

00:30:58.606 --> 00:30:58.866
I mean,

00:30:59.186 --> 00:31:03.049
to meet a concentrated group of

00:31:03.250 --> 00:31:05.431
your ideal customer, the owners,

00:31:05.471 --> 00:31:07.951
the practice owners, makes a ton of sense,

00:31:08.011 --> 00:31:08.132
right?

00:31:08.152 --> 00:31:09.353
So like over the years,

00:31:09.413 --> 00:31:11.835
WebPT and all the others, and even now,

00:31:11.914 --> 00:31:12.954
actually Prompt, by the way,

00:31:13.055 --> 00:31:15.616
in terms of paid marketing,

00:31:16.336 --> 00:31:17.617
Prompt, the video,

00:31:17.637 --> 00:31:18.478
have you seen the video

00:31:18.617 --> 00:31:19.818
maybe they made like six

00:31:19.858 --> 00:31:21.440
months ago or a year ago?

00:31:21.700 --> 00:31:22.680
We were just watching like a

00:31:22.720 --> 00:31:23.780
football game or a playoff game.

00:31:24.221 --> 00:31:28.242
They paid for a national commercial.

00:31:28.403 --> 00:31:29.563
That video was a commercial.

00:31:29.824 --> 00:31:31.344
And maybe it was only certain markets,

00:31:31.364 --> 00:31:32.144
but like...

00:31:32.865 --> 00:31:34.365
I saw it on our smart TV.

00:31:34.425 --> 00:31:35.685
I don't forget what channel it was.

00:31:35.987 --> 00:31:37.606
Wait, what app do you use to watch TV?

00:31:37.646 --> 00:31:39.847
Is it local cable or YouTube?

00:31:39.867 --> 00:31:40.808
The Amazon fire stick.

00:31:40.828 --> 00:31:42.209
And then I,

00:31:42.229 --> 00:31:43.890
then we have like a direct TV login.

00:31:43.950 --> 00:31:45.010
So I think we were, I mean,

00:31:45.030 --> 00:31:46.932
we were on like regular cable though,

00:31:46.971 --> 00:31:47.491
like direct TV.

00:31:48.463 --> 00:31:49.263
I don't remember what channel,

00:31:49.284 --> 00:31:52.046
but for a tech company,

00:31:52.205 --> 00:31:54.646
like if you're looking to buy an EMR,

00:31:54.787 --> 00:31:55.067
right?

00:31:55.548 --> 00:31:55.988
And it's like,

00:31:56.008 --> 00:31:56.748
there's all these different

00:31:56.788 --> 00:31:58.288
choices and I've been there.

00:31:58.308 --> 00:31:58.509
It's like,

00:31:58.528 --> 00:31:59.490
you don't want to make the wrong

00:31:59.549 --> 00:32:00.109
decision.

00:32:00.170 --> 00:32:00.790
Like you don't want to pick

00:32:00.810 --> 00:32:01.471
like the wrong vendor.

00:32:01.490 --> 00:32:01.851
You're right.

00:32:02.131 --> 00:32:03.991
I got to import my old information,

00:32:04.011 --> 00:32:05.813
my old data into the new EMR.

00:32:05.972 --> 00:32:07.213
And it is so sticky.

00:32:07.614 --> 00:32:08.494
Once you make a decision,

00:32:08.575 --> 00:32:09.134
it is extraordinary.

00:32:09.154 --> 00:32:11.076
extremely challenging to

00:32:11.136 --> 00:32:11.997
then switch again.

00:32:12.438 --> 00:32:13.397
So of course they spend a

00:32:13.438 --> 00:32:14.479
lot of time on the marketing,

00:32:14.519 --> 00:32:15.240
on the new customer

00:32:15.279 --> 00:32:16.221
acquisition costs and the

00:32:16.340 --> 00:32:17.662
onboarding of a new customer.

00:32:18.261 --> 00:32:18.883
And in some cases,

00:32:18.903 --> 00:32:19.782
like if you have a couple

00:32:19.803 --> 00:32:21.805
of clinics or more, that company,

00:32:21.825 --> 00:32:23.465
the EMR will like, they'll say like,

00:32:23.866 --> 00:32:24.846
we'll have someone that

00:32:24.866 --> 00:32:26.127
will just import all your data.

00:32:26.147 --> 00:32:26.969
You don't have to do anything.

00:32:26.989 --> 00:32:28.009
You don't have to lift a finger.

00:32:28.029 --> 00:32:28.769
You don't have to do anything.

00:32:29.451 --> 00:32:29.810
So yes,

00:32:30.271 --> 00:32:31.472
it makes a lot of sense to spend a

00:32:31.512 --> 00:32:32.993
lot of money for the marketing,

00:32:33.013 --> 00:32:33.953
the awareness on the front

00:32:33.994 --> 00:32:35.355
end of the funnel, the top of the funnel.

00:32:35.375 --> 00:32:35.855
Yeah.

00:32:36.464 --> 00:32:36.644
But yeah,

00:32:36.984 --> 00:32:38.226
I think it's a great idea to be

00:32:38.705 --> 00:32:39.606
spending the money that

00:32:39.646 --> 00:32:40.826
they do at PPS because they

00:32:40.846 --> 00:32:41.488
can have a booth.

00:32:41.847 --> 00:32:43.148
Then you actually can engage

00:32:43.169 --> 00:32:44.308
with like a prompt.

00:32:44.548 --> 00:32:45.789
There's Mike Dwyer.

00:32:45.809 --> 00:32:46.550
There's a bunch of folks.

00:32:46.570 --> 00:32:48.511
But I talked to Mike years ago.

00:32:49.112 --> 00:32:51.913
And you have to have some human touch.

00:32:52.034 --> 00:32:52.973
And it helps to have a human

00:32:53.013 --> 00:32:54.934
touch in our physical therapy world.

00:32:55.836 --> 00:32:57.477
Have some human touch with someone.

00:32:58.396 --> 00:33:00.181
at one of these EMRs.

00:33:00.381 --> 00:33:00.961
Years ago,

00:33:01.063 --> 00:33:03.928
I used to go to the WebPT Reach or no,

00:33:03.988 --> 00:33:04.750
Ascend Conference.

00:33:05.811 --> 00:33:06.713
And I knew Kevin.

00:33:07.115 --> 00:33:10.340
I knew, oh my gosh, is it Nate?

00:33:10.759 --> 00:33:11.459
uh, there,

00:33:11.539 --> 00:33:12.319
there was a bunch of folks that

00:33:12.359 --> 00:33:14.181
I knew like by,

00:33:14.201 --> 00:33:15.781
by name and they were not PTs.

00:33:16.282 --> 00:33:18.183
And like, we talked on Instagram and,

00:33:18.644 --> 00:33:20.286
you know, LinkedIn and we would, you know,

00:33:20.306 --> 00:33:21.846
we would tell Jake, Jake Nero,

00:33:21.866 --> 00:33:22.666
he left physical therapy.

00:33:22.686 --> 00:33:24.248
He's doing some other software company.

00:33:24.709 --> 00:33:25.489
These guys were in

00:33:25.588 --> 00:33:27.190
enterprise sales and I had

00:33:27.230 --> 00:33:29.132
their cell phone numbers and I also,

00:33:29.692 --> 00:33:31.192
I never decided to use web PT,

00:33:31.633 --> 00:33:33.094
but that is the power.

00:33:33.315 --> 00:33:34.055
Like, can you have your,

00:33:34.335 --> 00:33:35.536
can the EMR companies have

00:33:35.576 --> 00:33:36.916
their team members, uh,

00:33:37.739 --> 00:33:39.580
have their numbers stored in

00:33:39.601 --> 00:33:40.862
a practice owner's cell phone.

00:33:40.961 --> 00:33:41.622
I think that's super

00:33:41.682 --> 00:33:42.643
powerful and you cannot do

00:33:42.663 --> 00:33:43.963
that with online marketing.

00:33:44.964 --> 00:33:45.065
Yeah.

00:33:45.085 --> 00:33:46.246
And I think really, I mean,

00:33:46.286 --> 00:33:48.067
we see it in sports, right?

00:33:48.106 --> 00:33:49.508
How much do they pay to have

00:33:49.548 --> 00:33:51.650
the business name up on the arena?

00:33:52.171 --> 00:33:52.611
And it's like,

00:33:52.651 --> 00:33:54.291
is that business name on the

00:33:54.352 --> 00:33:55.573
arena going to make me

00:33:55.613 --> 00:33:57.454
become a customer of that company?

00:33:57.994 --> 00:33:58.935
Is it worth it?

00:33:59.934 --> 00:34:00.336
I don't know.

00:34:00.836 --> 00:34:01.977
I really don't know,

00:34:02.178 --> 00:34:05.320
but it's been a strategy

00:34:05.340 --> 00:34:07.323
that's been utilized forever,

00:34:07.683 --> 00:34:09.324
as long as businesses existed.

00:34:09.425 --> 00:34:12.909
So, yeah, it's an interesting approach.

00:34:13.269 --> 00:34:14.331
Raintree was another one?

00:34:15.152 --> 00:34:15.751
Yeah.

00:34:16.132 --> 00:34:17.134
Just as you talked about the

00:34:17.173 --> 00:34:18.534
guy that got you into PT,

00:34:18.554 --> 00:34:19.275
that was in the first...

00:34:20.197 --> 00:34:21.338
four and a half seconds of

00:34:21.378 --> 00:34:22.697
you walking into PPS that

00:34:22.717 --> 00:34:24.818
was like the hey Tony and

00:34:24.838 --> 00:34:25.719
I'm like oh this guy knows

00:34:25.759 --> 00:34:26.559
Tony he's like I haven't

00:34:26.579 --> 00:34:27.219
seen the guy in twenty

00:34:27.239 --> 00:34:27.880
years and he was the guy

00:34:27.900 --> 00:34:28.880
who got me into PT like

00:34:29.101 --> 00:34:30.460
that PPS where you meet

00:34:30.501 --> 00:34:31.541
people you haven't seen in

00:34:31.581 --> 00:34:32.862
twenty years and it was

00:34:32.902 --> 00:34:34.222
funny it was like how PPS

00:34:34.242 --> 00:34:35.563
was arranged how the expo

00:34:35.583 --> 00:34:36.583
hall was arranged because

00:34:36.784 --> 00:34:38.204
after you hit those monster

00:34:38.244 --> 00:34:40.065
booths of the EMRs

00:34:40.478 --> 00:34:41.318
that's where you had the

00:34:41.378 --> 00:34:42.679
Sarah health for RTM.

00:34:42.699 --> 00:34:43.358
That's where you had the

00:34:43.398 --> 00:34:45.179
prediction health for

00:34:45.639 --> 00:34:46.661
artificial intelligence.

00:34:46.681 --> 00:34:47.681
So now it's these things

00:34:48.320 --> 00:34:49.521
that these peripherals, right?

00:34:49.541 --> 00:34:50.862
These things you add on or

00:34:50.882 --> 00:34:52.003
you incorporate as well,

00:34:52.282 --> 00:34:54.284
just open a new tab and there's that tab.

00:34:54.304 --> 00:34:55.324
So you have your home screen.

00:34:56.445 --> 00:34:57.545
So let me ask you this though,

00:34:58.005 --> 00:34:58.766
from two guys who

00:34:58.826 --> 00:35:00.186
understand technology and

00:35:00.226 --> 00:35:02.126
therapy with the,

00:35:02.547 --> 00:35:04.288
I'm not going to say like name companies,

00:35:04.327 --> 00:35:06.028
but RTM or AI, right?

00:35:06.869 --> 00:35:07.989
they're just going to buy one of them,

00:35:08.050 --> 00:35:08.289
right?

00:35:08.309 --> 00:35:10.110
Like these AI companies, like these AI,

00:35:10.251 --> 00:35:11.451
like listening apps are

00:35:11.490 --> 00:35:12.751
like duking it out now or

00:35:12.811 --> 00:35:14.932
figuring out like it's a live beta test.

00:35:14.972 --> 00:35:15.972
Everyone's sniffing and

00:35:16.012 --> 00:35:17.574
liking and commenting.

00:35:17.813 --> 00:35:19.914
These big companies, these EMR companies,

00:35:19.934 --> 00:35:21.356
they're looking to see who

00:35:21.376 --> 00:35:23.456
the last one is or the last couple are.

00:35:23.856 --> 00:35:24.998
And they're going to buy these, right?

00:35:25.057 --> 00:35:25.938
And just incorporate them.

00:35:25.958 --> 00:35:26.579
That's how it works.

00:35:27.179 --> 00:35:29.219
So I've got the inside track on that.

00:35:29.239 --> 00:35:29.380
Hang on.

00:35:29.400 --> 00:35:31.760
Breaking news.

00:35:31.780 --> 00:35:33.021
That's the first thing that

00:35:33.141 --> 00:35:35.322
I said when I joined Hipposcribe.

00:35:36.050 --> 00:35:38.112
was talking to Jansen and I was like,

00:35:39.112 --> 00:35:40.733
why would an EMR company

00:35:40.753 --> 00:35:42.014
either not just create

00:35:42.034 --> 00:35:44.336
their own or not buy and

00:35:44.376 --> 00:35:47.018
acquire an existing AI scribe?

00:35:48.079 --> 00:35:50.481
And so in communication with Jansen,

00:35:50.501 --> 00:35:51.422
who is the founder of

00:35:51.463 --> 00:35:53.405
HippoScribe and the developer,

00:35:53.465 --> 00:35:54.585
like he's the technical

00:35:54.606 --> 00:35:55.586
brain behind it all.

00:35:56.266 --> 00:35:58.108
He effectively said they

00:35:58.168 --> 00:35:59.769
probably can't make their

00:36:00.010 --> 00:36:02.871
own because they can't get the engineers.

00:36:03.273 --> 00:36:04.512
The engineers that are

00:36:04.634 --> 00:36:06.295
creating the technology for

00:36:06.335 --> 00:36:08.295
an AI scribe are doing their own.

00:36:08.315 --> 00:36:10.257
They're funded by VCs.

00:36:10.858 --> 00:36:12.780
You can't hire them to come

00:36:12.920 --> 00:36:14.701
into an EMR company.

00:36:14.960 --> 00:36:15.762
That was number one.

00:36:16.422 --> 00:36:18.003
And that's what we see in therapy, right?

00:36:18.023 --> 00:36:19.125
The number one complaint is

00:36:19.204 --> 00:36:21.646
I can't find good qualified therapists.

00:36:21.666 --> 00:36:22.106
Where are they?

00:36:22.626 --> 00:36:23.706
I could probably scrape the

00:36:23.746 --> 00:36:24.527
bottom of the barrel,

00:36:24.568 --> 00:36:25.407
but they're happy and

00:36:25.427 --> 00:36:26.628
they're getting compensated

00:36:26.668 --> 00:36:27.527
when they're the best.

00:36:28.088 --> 00:36:30.228
So we can't reach recruit those,

00:36:30.708 --> 00:36:32.168
which goes back,

00:36:32.208 --> 00:36:33.730
which goes back to your celebrity idea,

00:36:33.769 --> 00:36:34.349
which is give,

00:36:34.730 --> 00:36:36.369
give some people what they want, which is,

00:36:36.449 --> 00:36:37.831
and a lot of them like, we'll call you.

00:36:37.851 --> 00:36:38.650
There's some practice.

00:36:38.670 --> 00:36:40.351
There's some PT practices

00:36:40.371 --> 00:36:41.610
that now like after a

00:36:41.670 --> 00:36:42.672
certain amount of years or certain,

00:36:42.692 --> 00:36:43.771
whatever you become a partner.

00:36:44.032 --> 00:36:45.791
So they understand what that

00:36:45.831 --> 00:36:47.253
person is making missing guy.

00:36:47.273 --> 00:36:48.012
Well, so what's number two.

00:36:48.672 --> 00:36:51.452
Number two is they're on old technology.

00:36:51.512 --> 00:36:52.472
And this was something that

00:36:52.572 --> 00:36:54.193
I think about like a WebPT

00:36:54.213 --> 00:36:55.914
and I have no connection to WebPT,

00:36:56.335 --> 00:36:57.614
but they were created such

00:36:57.635 --> 00:36:58.635
a long time ago.

00:36:59.036 --> 00:37:00.615
Technology has advanced and

00:37:00.655 --> 00:37:02.737
changed the servers, the platforms,

00:37:02.777 --> 00:37:03.838
like all of this stuff is

00:37:03.878 --> 00:37:04.878
so different today.

00:37:06.157 --> 00:37:08.458
I do think that you can't

00:37:08.478 --> 00:37:10.360
take the old infrastructure

00:37:10.539 --> 00:37:12.340
and put it on a new platform.

00:37:13.101 --> 00:37:13.842
So either they're going to

00:37:13.862 --> 00:37:16.222
have to rebuild everything or, you know,

00:37:16.242 --> 00:37:17.083
I don't know enough about

00:37:17.164 --> 00:37:18.764
tech to understand how it works,

00:37:18.864 --> 00:37:21.547
but I was told that they're

00:37:21.567 --> 00:37:22.568
just using old

00:37:22.648 --> 00:37:25.230
infrastructure that can't get upgraded.

00:37:25.510 --> 00:37:26.490
They would need to start

00:37:26.530 --> 00:37:28.391
from scratch effectively to

00:37:28.472 --> 00:37:30.514
make a new EMR that's

00:37:30.634 --> 00:37:32.175
effective with what we have today.

00:37:34.228 --> 00:37:35.869
And then the third one is acquisition.

00:37:36.009 --> 00:37:36.528
So, okay,

00:37:36.548 --> 00:37:38.291
so why don't they just come in

00:37:38.351 --> 00:37:39.050
and acquire them,

00:37:39.090 --> 00:37:40.331
which they probably will.

00:37:40.831 --> 00:37:42.353
I think that's the most reasonable.

00:37:42.833 --> 00:37:46.436
You acquire an AI scribe to come on,

00:37:47.878 --> 00:37:49.039
but the numbers are high.

00:37:49.338 --> 00:37:51.681
We look at the valuations of AI scribes,

00:37:51.840 --> 00:37:53.322
even though they're new on the market,

00:37:53.382 --> 00:37:54.081
even though they don't have

00:37:54.121 --> 00:37:54.963
as many users.

00:37:55.420 --> 00:37:57.041
you're paying forward looking,

00:37:57.081 --> 00:37:59.501
you're paying for what are they gonna do,

00:37:59.922 --> 00:38:01.443
not what are they doing right now.

00:38:02.123 --> 00:38:03.784
And that's a big cash outlay,

00:38:03.864 --> 00:38:05.764
big investment to try and bring them in.

00:38:05.784 --> 00:38:05.985
Yeah.

00:38:06.864 --> 00:38:08.005
I have a logo submission.

00:38:08.025 --> 00:38:09.786
I'd like to submit a logo.

00:38:10.126 --> 00:38:12.726
If you're gonna be a prompt, a rain tree,

00:38:12.786 --> 00:38:15.327
an EMR that brings on an AI scribe,

00:38:15.467 --> 00:38:16.809
this one's gonna do it right here.

00:38:17.489 --> 00:38:18.929
This is the logo that would

00:38:19.028 --> 00:38:20.550
hit with like a five to

00:38:21.309 --> 00:38:22.811
fifty year old like this.

00:38:23.951 --> 00:38:25.251
That's what Clippy was.

00:38:25.311 --> 00:38:26.132
He was going to be the guy

00:38:26.152 --> 00:38:27.233
that you ask questions in

00:38:27.273 --> 00:38:29.454
Microsoft Word and Excel

00:38:29.494 --> 00:38:31.094
and Clippy got you the answers.

00:38:31.114 --> 00:38:32.876
And it was more frustrating.

00:38:32.916 --> 00:38:36.398
People of my age or our age

00:38:36.599 --> 00:38:37.918
wanted to murder Clippy as

00:38:37.978 --> 00:38:38.679
much as they wanted to

00:38:38.699 --> 00:38:40.041
murder the dog from Duck

00:38:40.081 --> 00:38:41.061
Hunt who used to laugh at

00:38:41.081 --> 00:38:42.161
you when you missed ducks.

00:38:43.081 --> 00:38:43.443
I don't know.

00:38:43.523 --> 00:38:45.784
Maybe it's got nostalgia value.

00:38:45.824 --> 00:38:47.905
Maybe you want to use Clippy.

00:38:48.164 --> 00:38:49.206
One more thing on that.

00:38:50.278 --> 00:38:51.820
You also have to look at

00:38:51.960 --> 00:38:53.001
what's really happening

00:38:53.081 --> 00:38:54.422
outside of our profession.

00:38:54.521 --> 00:38:56.844
Why is Siri still Siri and

00:38:56.884 --> 00:38:59.407
not... They partnered with OpenAI, right?

00:38:59.467 --> 00:39:02.188
But why are we still asking

00:39:02.268 --> 00:39:03.090
Siri questions?

00:39:03.170 --> 00:39:05.052
Why is Alexa still Alexa?

00:39:05.132 --> 00:39:06.952
Why haven't those upgraded?

00:39:07.454 --> 00:39:08.914
If we can't get those to

00:39:09.014 --> 00:39:12.077
upgrade to real-time AI technology,

00:39:12.117 --> 00:39:14.460
like an EMR company is way

00:39:14.500 --> 00:39:15.161
smaller than...

00:39:16.101 --> 00:39:17.461
Amazon or Apple.

00:39:17.981 --> 00:39:20.423
So I just think it's just

00:39:20.543 --> 00:39:21.684
not going to happen.

00:39:21.764 --> 00:39:23.085
So that's why I still

00:39:23.144 --> 00:39:24.746
hitched my wagon to

00:39:24.806 --> 00:39:27.086
HippoScribe to using an off

00:39:27.688 --> 00:39:31.148
EMR platform for AI Scribe.

00:39:31.168 --> 00:39:33.391
Plus, the truth is, to Dave's point,

00:39:34.150 --> 00:39:36.431
I want to be able to be more versatile.

00:39:36.891 --> 00:39:39.753
If my AI Scribe is tied into my EMR,

00:39:39.793 --> 00:39:41.155
if I want to switch EMRs,

00:39:41.175 --> 00:39:42.054
that means I have to switch

00:39:42.135 --> 00:39:42.876
AI Scribes too.

00:39:43.715 --> 00:39:44.556
You know,

00:39:44.577 --> 00:39:46.318
I would rather have that as a

00:39:46.378 --> 00:39:47.778
separate dedicated platform.

00:39:48.559 --> 00:39:49.561
So this brings up something

00:39:49.760 --> 00:39:51.342
interesting is I did that interview.

00:39:51.362 --> 00:39:51.882
I don't know if you guys

00:39:51.902 --> 00:39:52.902
heard it with Larry Benz.

00:39:52.963 --> 00:39:53.923
Larry Benz came on the show

00:39:53.943 --> 00:39:57.047
and he's got a newsletter or blog,

00:39:57.106 --> 00:39:57.686
whatever you want to call it.

00:39:57.706 --> 00:39:59.849
It's like, you know,

00:39:59.869 --> 00:40:01.090
one of the beehive platforms.

00:40:01.130 --> 00:40:01.349
He said,

00:40:01.389 --> 00:40:02.130
I heard on probably one of your

00:40:02.150 --> 00:40:02.911
podcasts that only about

00:40:02.951 --> 00:40:03.632
twenty percent of all

00:40:03.652 --> 00:40:04.753
licensed PTs in the country

00:40:04.793 --> 00:40:05.652
are treating patients.

00:40:05.693 --> 00:40:07.074
That was Larry's statistic.

00:40:07.295 --> 00:40:08.436
It's actually nineteen, I think.

00:40:09.675 --> 00:40:11.056
So there's another difficulty, right?

00:40:11.257 --> 00:40:12.677
Hey, well, ten thousand P.T.

00:40:12.797 --> 00:40:13.976
students become P.T.

00:40:14.016 --> 00:40:14.617
licensed P.T.

00:40:14.597 --> 00:40:15.777
's every single year.

00:40:16.157 --> 00:40:16.998
What's the problem?

00:40:17.378 --> 00:40:19.159
Well, I'm not a math guy,

00:40:19.199 --> 00:40:20.318
but twenty percent of ten

00:40:20.358 --> 00:40:21.940
thousand is two thousand.

00:40:22.460 --> 00:40:23.059
So now you're trying to

00:40:23.079 --> 00:40:25.141
compete for the new two thousand.

00:40:25.521 --> 00:40:26.460
And some of those two

00:40:26.481 --> 00:40:28.101
thousand are going into

00:40:28.141 --> 00:40:29.681
business for themselves.

00:40:30.242 --> 00:40:31.342
So I don't know if I.

00:40:32.684 --> 00:40:33.166
I know, Tony,

00:40:33.385 --> 00:40:34.447
you don't know if you want to

00:40:34.487 --> 00:40:35.347
get into this business,

00:40:35.387 --> 00:40:37.130
but that seems like a viable one.

00:40:37.150 --> 00:40:38.090
You have a product and a

00:40:38.130 --> 00:40:38.871
service that you can

00:40:38.952 --> 00:40:41.775
provide that people... The Ikigai, right?

00:40:41.894 --> 00:40:43.436
Does the world need it?

00:40:43.516 --> 00:40:44.157
Are you good at it?

00:40:44.197 --> 00:40:45.097
Can you get paid for it?

00:40:45.117 --> 00:40:45.878
Do you like it?

00:40:46.539 --> 00:40:47.380
And then you've got...

00:40:47.960 --> 00:40:50.101
If the math is right,

00:40:50.161 --> 00:40:52.244
you have two thousand new this.

00:40:52.324 --> 00:40:53.925
We should do like a draft, man.

00:40:53.945 --> 00:40:54.764
I mean, at that point,

00:40:55.146 --> 00:40:56.827
you could do first round draft picks.

00:40:57.266 --> 00:40:57.427
Right.

00:40:57.447 --> 00:40:58.487
You could have our own draft

00:40:58.527 --> 00:40:59.969
board if that's the number.

00:41:00.028 --> 00:41:01.610
So there's the math that

00:41:01.670 --> 00:41:03.471
proves Larry's math is

00:41:03.530 --> 00:41:04.590
proving everybody's pain point.

00:41:04.610 --> 00:41:04.992
Correct.

00:41:05.873 --> 00:41:07.155
And he got to that number

00:41:07.635 --> 00:41:08.836
based off of the total

00:41:09.418 --> 00:41:10.920
number of completed therapy

00:41:10.960 --> 00:41:13.282
visits per calendar year or something,

00:41:13.422 --> 00:41:16.846
and then divided by... He had some math.

00:41:17.045 --> 00:41:18.307
It wasn't complex,

00:41:18.327 --> 00:41:20.931
but I can't recall how he got to that.

00:41:21.030 --> 00:41:21.811
And then part of what he

00:41:21.851 --> 00:41:23.353
said is that this also

00:41:23.393 --> 00:41:24.074
means that there's...

00:41:24.954 --> 00:41:26.014
some percentage of

00:41:26.496 --> 00:41:27.496
therapists that are working

00:41:27.536 --> 00:41:29.036
in like admin roles and,

00:41:29.297 --> 00:41:30.617
or they're working

00:41:30.677 --> 00:41:32.538
part-time or their PRN or whatever.

00:41:32.677 --> 00:41:32.938
Right.

00:41:33.157 --> 00:41:33.277
Yeah.

00:41:33.318 --> 00:41:33.878
He talked about,

00:41:33.958 --> 00:41:35.219
it was really the crux of

00:41:35.239 --> 00:41:35.898
his article was like,

00:41:35.938 --> 00:41:37.259
how productive do we think we are?

00:41:37.278 --> 00:41:38.599
And he compared PTs to

00:41:38.679 --> 00:41:41.340
orthopedic surgeons and

00:41:41.400 --> 00:41:42.541
general practitioners.

00:41:43.141 --> 00:41:44.382
And the idea was how, okay.

00:41:44.402 --> 00:41:46.163
So if you have a P P P T,

00:41:46.202 --> 00:41:47.222
what is the average in

00:41:47.282 --> 00:41:48.422
terms of patient visits?

00:41:49.123 --> 00:41:50.224
Uh, see in a year, Tony,

00:41:50.244 --> 00:41:51.003
do you track that?

00:41:51.023 --> 00:41:51.164
Like,

00:41:51.184 --> 00:41:53.164
do you know like how many patient visits,

00:41:53.465 --> 00:41:54.945
was it patients or patient visits?

00:41:54.985 --> 00:41:55.746
And he got a number.

00:41:55.766 --> 00:41:57.085
I want to see if it's close to it.

00:41:57.206 --> 00:41:58.146
It was visits.

00:41:58.525 --> 00:41:59.007
It was visits.

00:41:59.067 --> 00:42:00.067
And by the way, I don't know how,

00:42:00.286 --> 00:42:01.106
how do you even get this?

00:42:01.146 --> 00:42:02.106
Like, how do you have like,

00:42:02.367 --> 00:42:03.268
you have access to like

00:42:03.307 --> 00:42:05.027
total claims data and like

00:42:05.047 --> 00:42:07.009
across like where every hearing house,

00:42:07.028 --> 00:42:07.829
like how do you, how do you get,

00:42:08.349 --> 00:42:10.010
and also it out of network

00:42:10.030 --> 00:42:10.969
visits as well.

00:42:11.050 --> 00:42:11.989
And you're not counting any

00:42:12.010 --> 00:42:13.090
of the cash pay visits that

00:42:13.130 --> 00:42:14.751
are out of pocket in your

00:42:14.791 --> 00:42:15.990
city and every other city.

00:42:17.711 --> 00:42:18.592
I might guess he's Larry

00:42:18.612 --> 00:42:20.152
Benz and he's in touch with

00:42:20.172 --> 00:42:20.813
the confluence.

00:42:20.833 --> 00:42:21.972
So he's got a lot of math.

00:42:22.092 --> 00:42:22.673
play with.

00:42:22.693 --> 00:42:24.195
If I was going to trust someone's math,

00:42:24.295 --> 00:42:26.257
I might trust Barry's math.

00:42:27.217 --> 00:42:28.338
It could be their numbers

00:42:28.398 --> 00:42:29.559
and then he extrapolates it

00:42:29.621 --> 00:42:31.663
across however many geographies.

00:42:32.443 --> 00:42:33.244
He had it in there.

00:42:33.324 --> 00:42:34.005
I'm just not remembering.

00:42:34.025 --> 00:42:34.706
Tony, what were you going to say?

00:42:35.286 --> 00:42:36.608
To answer your question, yeah.

00:42:36.927 --> 00:42:37.768
We would track

00:42:39.469 --> 00:42:42.112
Total number of visits per episode of care,

00:42:42.172 --> 00:42:43.411
we would track total number

00:42:43.452 --> 00:42:45.494
of units per episode of care,

00:42:45.693 --> 00:42:47.534
average units per visit.

00:42:48.875 --> 00:42:50.376
We would be able to look at

00:42:50.556 --> 00:42:53.117
on a therapist or therapist

00:42:53.157 --> 00:42:54.418
assistant basis,

00:42:54.858 --> 00:42:56.298
how many units are they generating,

00:42:56.338 --> 00:42:57.380
how many plans of care,

00:42:57.440 --> 00:42:59.041
how many visits per plan of care.

00:43:00.422 --> 00:43:01.802
We would also look at tying

00:43:01.842 --> 00:43:03.744
those metrics to, okay,

00:43:03.965 --> 00:43:05.925
new patient evaluations went up,

00:43:06.346 --> 00:43:07.666
all of a sudden, you know,

00:43:07.887 --> 00:43:09.728
episode of care shortened

00:43:10.369 --> 00:43:11.409
because the therapists were

00:43:11.429 --> 00:43:12.231
getting overloaded.

00:43:12.751 --> 00:43:14.012
So like we would use that as

00:43:14.052 --> 00:43:15.592
a barometer to figure out, all right,

00:43:15.612 --> 00:43:16.153
what do we do?

00:43:16.936 --> 00:43:19.036
And that was the birth of

00:43:19.157 --> 00:43:20.898
some of the other programs.

00:43:20.938 --> 00:43:23.418
So we said, all right, every time evals,

00:43:23.818 --> 00:43:26.579
you know, cross ten new patients a week,

00:43:27.199 --> 00:43:29.500
our plans of care would suddenly shorten.

00:43:29.920 --> 00:43:32.280
Well, clearly there's a correlation here.

00:43:32.380 --> 00:43:34.239
How can we not discharge

00:43:34.260 --> 00:43:35.460
these patients but give

00:43:35.501 --> 00:43:37.780
them an off ramp to keep them in?

00:43:37.860 --> 00:43:38.181
Hence,

00:43:38.400 --> 00:43:39.702
we created the non-covered

00:43:39.742 --> 00:43:41.541
maintenance or the wellness program.

00:43:42.416 --> 00:43:43.677
And that's where I would go

00:43:43.737 --> 00:43:45.456
with this whole business idea.

00:43:45.476 --> 00:43:46.036
It's like, okay,

00:43:46.077 --> 00:43:47.217
we've got the back and forth.

00:43:47.237 --> 00:43:47.838
Do I recruit?

00:43:47.858 --> 00:43:48.478
Do I hire?

00:43:48.498 --> 00:43:48.597
Well,

00:43:49.599 --> 00:43:51.579
what if I can just create another way

00:43:51.599 --> 00:43:52.760
to provide the patient with

00:43:52.800 --> 00:43:54.201
the desired outcome that's

00:43:54.300 --> 00:43:56.501
not dependent on a licensed therapist?

00:43:57.001 --> 00:43:58.362
What if I let the licensed

00:43:58.382 --> 00:43:59.963
therapist only do what the

00:44:00.003 --> 00:44:01.222
licensed therapist does

00:44:01.302 --> 00:44:03.563
best and create other

00:44:03.623 --> 00:44:05.264
things that can still get

00:44:05.304 --> 00:44:07.545
the client the desired outcome?

00:44:08.786 --> 00:44:10.228
And what opened the door for

00:44:10.268 --> 00:44:13.032
that is increasing out-of-pocket expense.

00:44:13.052 --> 00:44:13.813
So if a patient's going to

00:44:13.853 --> 00:44:14.755
pay fifty bucks,

00:44:15.632 --> 00:44:17.172
They want to get what they

00:44:17.233 --> 00:44:19.074
want for a fifty dollar copay.

00:44:19.135 --> 00:44:21.197
Can I deliver a better value

00:44:21.376 --> 00:44:22.978
to the patient as perceived

00:44:23.038 --> 00:44:25.400
by the patient for fifty or

00:44:25.440 --> 00:44:27.121
forty or thirty dollars

00:44:27.702 --> 00:44:28.842
compared to if they went

00:44:28.882 --> 00:44:30.784
somewhere else and paid

00:44:30.824 --> 00:44:31.905
that fifty dollar copay?

00:44:32.025 --> 00:44:32.865
I believe I can.

00:44:33.507 --> 00:44:33.967
You know,

00:44:34.027 --> 00:44:35.889
and so I don't think I need to

00:44:35.929 --> 00:44:37.429
hire a therapist because I

00:44:37.530 --> 00:44:39.711
think that I can create a

00:44:39.771 --> 00:44:41.572
solution to the patient's problem,

00:44:41.914 --> 00:44:43.594
not the insurance company's problem.

00:44:44.757 --> 00:44:46.619
for less out-of-pocket cost

00:44:46.659 --> 00:44:47.958
to the patient and a better

00:44:48.159 --> 00:44:49.260
patient care experience.

00:44:49.800 --> 00:44:50.400
Yeah, it's like,

00:44:51.360 --> 00:44:51.880
I almost want to go to

00:44:51.920 --> 00:44:54.101
ChatGPT and parallel the

00:44:54.161 --> 00:44:55.563
situation Tony's talking about,

00:44:55.603 --> 00:44:57.463
which is what should a PT

00:44:57.483 --> 00:44:59.923
be doing the most

00:45:00.025 --> 00:45:01.184
percentage of their time?

00:45:01.985 --> 00:45:04.286
And the thing that comes across is,

00:45:04.326 --> 00:45:06.547
and ChatGPT will do a better job,

00:45:06.606 --> 00:45:08.228
so I'll do that when we

00:45:08.268 --> 00:45:09.568
stop and I'll share it, which is,

00:45:11.032 --> 00:45:13.454
Ford invented the assembly line, right?

00:45:13.755 --> 00:45:15.115
And I feel like it's efficient.

00:45:15.416 --> 00:45:16.137
You get really,

00:45:16.197 --> 00:45:17.978
really good and you just do

00:45:17.998 --> 00:45:18.898
this one part.

00:45:18.998 --> 00:45:19.818
And when you put a bunch of

00:45:19.838 --> 00:45:20.460
people together,

00:45:20.960 --> 00:45:22.481
cars come out really fast.

00:45:22.702 --> 00:45:24.543
Outcomes come out really well.

00:45:24.902 --> 00:45:26.123
Quality stays high.

00:45:26.704 --> 00:45:28.405
But I feel like as physical therapists,

00:45:28.425 --> 00:45:29.565
and I was guilty of this too,

00:45:29.666 --> 00:45:31.148
we wanted to do every part

00:45:31.228 --> 00:45:32.228
of the assembly line.

00:45:33.128 --> 00:45:33.849
Well, my friends,

00:45:34.070 --> 00:45:35.172
less cars are going to come out.

00:45:35.193 --> 00:45:35.673
And you might say,

00:45:35.713 --> 00:45:36.815
but they're custom and

00:45:36.835 --> 00:45:37.797
they're pristine and

00:45:38.257 --> 00:45:39.481
they've been touched by me

00:45:39.521 --> 00:45:40.643
and I know every part of that.

00:45:40.722 --> 00:45:41.824
And that is valuable,

00:45:42.286 --> 00:45:44.329
except we don't get paid on that.

00:45:45.159 --> 00:45:46.380
We get paid on how many cars

00:45:46.460 --> 00:45:47.882
roll out or how many happy

00:45:47.922 --> 00:45:49.764
people drive how many miles

00:45:49.804 --> 00:45:51.565
and you need a new car or

00:45:51.585 --> 00:45:52.947
tell their friend about that car.

00:45:53.447 --> 00:45:55.048
So I feel like the assembly

00:45:55.068 --> 00:45:57.331
line metaphor or analogy,

00:45:57.510 --> 00:45:59.713
which one is that a metaphor maybe,

00:45:59.893 --> 00:46:01.014
is the most accurate one.

00:46:01.034 --> 00:46:01.574
Because right now,

00:46:01.635 --> 00:46:02.916
PTs want to meet the

00:46:02.956 --> 00:46:06.018
patient in the waiting room, do the eval,

00:46:06.059 --> 00:46:07.880
and be there the entire plan of care,

00:46:07.940 --> 00:46:09.442
touching as much as they can.

00:46:10.103 --> 00:46:10.282
Well,

00:46:10.663 --> 00:46:12.364
that's you walking along the assembly

00:46:12.405 --> 00:46:12.684
line.

00:46:13.184 --> 00:46:14.365
But while you're doing that,

00:46:14.385 --> 00:46:16.086
you're not doing the other thing.

00:46:16.106 --> 00:46:17.889
So if you want to get paid the most, Tony,

00:46:17.929 --> 00:46:19.969
Dave, what do PTs get paid the most for?

00:46:20.050 --> 00:46:21.231
What can we bill the most for?

00:46:21.271 --> 00:46:21.972
What is the answer?

00:46:23.331 --> 00:46:25.371
Valuation from third party

00:46:25.391 --> 00:46:26.512
payers perspective.

00:46:26.931 --> 00:46:28.552
Now I use that exact example

00:46:28.612 --> 00:46:29.871
in my zero to pay course.

00:46:30.231 --> 00:46:31.193
I have three pictures.

00:46:31.693 --> 00:46:33.052
I have a fully custom,

00:46:33.193 --> 00:46:35.233
literally a handmade car

00:46:35.634 --> 00:46:37.114
that sells for hundreds of

00:46:37.153 --> 00:46:38.293
thousands of dollars

00:46:38.313 --> 00:46:39.875
because it is so customized

00:46:39.934 --> 00:46:41.355
and takes so long to create.

00:46:41.375 --> 00:46:42.255
And I think the guy only

00:46:42.275 --> 00:46:44.295
creates like one every two years.

00:46:44.956 --> 00:46:45.976
I've got Ferrari,

00:46:45.996 --> 00:46:46.976
which I think rolls out

00:46:47.016 --> 00:46:48.396
about eight thousand cars

00:46:48.615 --> 00:46:50.757
in hundreds of thousands per car.

00:46:51.336 --> 00:46:53.557
And then you've got typical Honda, Toyota,

00:46:53.617 --> 00:46:55.239
Ford, you know, assembly line.

00:46:55.278 --> 00:46:57.079
And I drive a Honda.

00:46:57.500 --> 00:46:58.601
I drive a Toyota.

00:46:58.661 --> 00:47:00.061
Like those are the two cars

00:47:00.101 --> 00:47:01.041
we have in the family.

00:47:01.081 --> 00:47:01.422
Why?

00:47:01.882 --> 00:47:03.143
They're reliable enough.

00:47:03.483 --> 00:47:04.764
They're affordable enough.

00:47:05.123 --> 00:47:06.385
They get the job done.

00:47:06.565 --> 00:47:08.766
I'm not driving them for prestige.

00:47:08.885 --> 00:47:09.806
I'm driving them for

00:47:09.867 --> 00:47:11.588
reliability and affordability.

00:47:11.608 --> 00:47:12.007
And it is

00:47:12.400 --> 00:47:13.661
the perfect solution,

00:47:13.742 --> 00:47:14.862
I am completely happy.

00:47:15.603 --> 00:47:16.884
Back to Jimmy's talk,

00:47:16.943 --> 00:47:18.746
and we always talk about the mill clinics,

00:47:19.405 --> 00:47:21.288
they're providing an affordable,

00:47:21.367 --> 00:47:24.389
accessible solution that is

00:47:24.469 --> 00:47:26.751
clearly adequate for the consumer.

00:47:27.351 --> 00:47:28.193
If it wasn't,

00:47:28.572 --> 00:47:29.954
the consumer would stop going.

00:47:30.315 --> 00:47:31.496
And the consumer always has

00:47:31.536 --> 00:47:32.416
the opportunity to hire

00:47:32.456 --> 00:47:35.559
Dave at a little bit more of a price,

00:47:36.039 --> 00:47:37.539
but for a better experience.

00:47:37.599 --> 00:47:38.280
But they don't need it,

00:47:38.320 --> 00:47:39.161
they don't want it.

00:47:39.240 --> 00:47:41.123
They're content with what they're getting.

00:47:42.478 --> 00:47:43.579
Some people want to get paid

00:47:43.619 --> 00:47:44.820
like they work at Ferrari,

00:47:44.961 --> 00:47:46.364
but they're actually – sorry,

00:47:46.384 --> 00:47:46.963
get paid like they're

00:47:46.983 --> 00:47:49.007
working at Ford for the output,

00:47:49.188 --> 00:47:50.409
but they want to work at Ferrari.

00:47:50.650 --> 00:47:52.291
And you can pull these clinics off, right?

00:47:52.331 --> 00:47:54.815
Like you guys know about IPA, right?

00:47:54.896 --> 00:47:55.856
And it's not just beer-related,

00:47:55.896 --> 00:47:57.219
the Institute of Physical Arts.

00:47:57.599 --> 00:47:58.340
Do you know those guys?

00:47:58.400 --> 00:47:59.242
I don't.

00:47:59.581 --> 00:47:59.922
Yeah.

00:47:59.961 --> 00:48:00.541
So like,

00:48:00.961 --> 00:48:02.842
like CEUs guys and like super deep

00:48:02.862 --> 00:48:03.963
into stuff, they essentially,

00:48:04.003 --> 00:48:05.724
from what I've seen anyway, Ryan,

00:48:05.744 --> 00:48:06.943
I think is who I know I'm

00:48:06.983 --> 00:48:07.764
blanking right now,

00:48:07.804 --> 00:48:10.025
but they essentially teach

00:48:10.045 --> 00:48:11.605
people how to like be this

00:48:11.724 --> 00:48:13.065
high end provider where you,

00:48:13.786 --> 00:48:14.206
if you're making,

00:48:14.226 --> 00:48:14.786
if you're Ferrari and

00:48:14.806 --> 00:48:15.927
you're making six thousand,

00:48:15.987 --> 00:48:16.927
eight thousand cars a year,

00:48:16.947 --> 00:48:18.126
those cars are going to be expensive.

00:48:18.606 --> 00:48:19.967
If I'm your PT and you're

00:48:20.007 --> 00:48:20.728
coming in two or three

00:48:20.748 --> 00:48:21.788
times a week or I'm on

00:48:21.827 --> 00:48:22.728
retainer or however the

00:48:22.748 --> 00:48:23.528
model or I'm going to see

00:48:23.548 --> 00:48:24.429
you for ninety minutes,

00:48:25.068 --> 00:48:25.809
you have to pay more

00:48:25.889 --> 00:48:26.829
because you have to now pay

00:48:26.869 --> 00:48:27.769
for three spots.

00:48:28.530 --> 00:48:29.451
At a higher rate,

00:48:29.490 --> 00:48:30.452
because a lot of these a

00:48:30.472 --> 00:48:31.512
lot of the clinicians like that,

00:48:31.532 --> 00:48:32.072
these higher end,

00:48:32.092 --> 00:48:33.393
they're going to be where

00:48:33.434 --> 00:48:35.856
the largest group of people are.

00:48:35.916 --> 00:48:36.856
And those are cities and

00:48:36.876 --> 00:48:37.838
cities are expensive.

00:48:38.297 --> 00:48:40.280
And that's how math works.

00:48:40.300 --> 00:48:41.800
Dave knows this better than anyone.

00:48:41.840 --> 00:48:43.202
Like, I'll give you a second.

00:48:43.302 --> 00:48:45.864
When I go to a restaurant for, you know,

00:48:46.003 --> 00:48:46.925
our anniversary.

00:48:47.842 --> 00:48:49.382
I know I'm paying more for

00:48:49.402 --> 00:48:50.702
the white tablecloth and

00:48:50.722 --> 00:48:51.682
the heavy silverware.

00:48:52.182 --> 00:48:54.043
Like I'm paying more for the

00:48:54.103 --> 00:48:55.224
server who's gonna have

00:48:55.304 --> 00:48:56.583
more time to interact and

00:48:56.664 --> 00:48:57.965
answer my questions and has

00:48:58.005 --> 00:49:00.425
a better education about the menu.

00:49:00.905 --> 00:49:02.286
People are paying more for

00:49:02.346 --> 00:49:04.025
Dave to deliver that

00:49:04.106 --> 00:49:05.387
experience and those people

00:49:05.507 --> 00:49:06.246
understand that.

00:49:06.786 --> 00:49:07.266
This is great.

00:49:07.306 --> 00:49:08.088
Chris comes in with the

00:49:08.108 --> 00:49:09.088
consumer doesn't know what

00:49:09.128 --> 00:49:10.329
the outcome could be.

00:49:10.911 --> 00:49:12.632
They think their outcome is Ferrari,

00:49:12.934 --> 00:49:13.795
but they're only getting

00:49:13.875 --> 00:49:15.275
Ford Pinto results.

00:49:15.757 --> 00:49:16.498
So this could be,

00:49:16.597 --> 00:49:19.181
so this is product market fit, right?

00:49:19.481 --> 00:49:20.021
So this could be,

00:49:20.181 --> 00:49:21.523
this could be one of two directions,

00:49:21.583 --> 00:49:21.724
right?

00:49:21.744 --> 00:49:22.505
Like Dave's got,

00:49:22.605 --> 00:49:24.487
looks like he's sniffing sour milk.

00:49:24.547 --> 00:49:25.309
How are you reading this?

00:49:27.757 --> 00:49:28.918
when they, so Chris,

00:49:28.938 --> 00:49:29.998
when you say they think

00:49:30.018 --> 00:49:31.099
their outcome is Ferrari,

00:49:31.119 --> 00:49:32.298
are you saying like anyone

00:49:32.318 --> 00:49:32.998
that's like calling,

00:49:33.179 --> 00:49:34.298
I want to use my insurance.

00:49:34.699 --> 00:49:36.420
And you know, do you accept a GHI?

00:49:36.579 --> 00:49:37.940
It reimburses, it's just, it's just,

00:49:37.960 --> 00:49:39.840
it's just, it's just, it's just,

00:49:39.880 --> 00:49:41.561
it's just, it's just, it's just,

00:49:41.601 --> 00:49:42.721
it's just, it's just, it's just,

00:49:42.820 --> 00:49:44.061
it's just, it's just, it's just,

00:49:44.081 --> 00:49:46.201
it's just, it's just, it's just,

00:49:46.221 --> 00:49:47.322
it's just, it's just,

00:49:54.565 --> 00:49:56.505
is somebody else's responsibility.

00:49:56.905 --> 00:49:57.887
So it says the consumer

00:49:57.907 --> 00:49:59.726
doesn't know what the outcome could be.

00:50:00.307 --> 00:50:00.927
They think they're,

00:50:01.447 --> 00:50:02.068
so they think they're going

00:50:02.088 --> 00:50:04.108
to go in and get white glove service,

00:50:04.449 --> 00:50:04.909
but what they,

00:50:05.110 --> 00:50:05.789
they don't know any better

00:50:05.849 --> 00:50:10.132
yet and get Ferrari, you know,

00:50:10.211 --> 00:50:13.253
custom lambskin, you know, seats and,

00:50:13.414 --> 00:50:15.335
you know, zero to sixty in three seconds.

00:50:15.715 --> 00:50:16.355
They think they're going to

00:50:16.375 --> 00:50:16.974
get that and they're

00:50:16.994 --> 00:50:18.615
getting Ford Pinto results.

00:50:18.655 --> 00:50:19.856
They even still make the Ford Pinto.

00:50:19.896 --> 00:50:20.677
I think that was the one

00:50:20.697 --> 00:50:21.577
that kept catching on fire.

00:50:22.217 --> 00:50:22.257
Um,

00:50:23.442 --> 00:50:25.257
But here's my pushback, which is,

00:50:26.641 --> 00:50:27.922
It's on are you not

00:50:27.961 --> 00:50:29.101
communicating it right?

00:50:29.422 --> 00:50:31.684
Because I want to get back to work,

00:50:32.324 --> 00:50:33.385
and I want to do it as

00:50:33.465 --> 00:50:34.505
cheaply as possible because

00:50:34.525 --> 00:50:35.106
that's the thing.

00:50:35.126 --> 00:50:36.467
I don't really care about the experience.

00:50:36.706 --> 00:50:37.766
There are people who do care

00:50:37.786 --> 00:50:39.827
about the experience, and they're willing,

00:50:40.309 --> 00:50:41.628
and if they're able to pay more,

00:50:41.829 --> 00:50:43.510
they will pay more because

00:50:43.650 --> 00:50:45.231
a Ferrari gets me to work

00:50:45.291 --> 00:50:46.391
the same as a Honda does.

00:50:46.411 --> 00:50:47.273
It just makes me look a

00:50:47.293 --> 00:50:48.492
little bit more badass.

00:50:48.632 --> 00:50:49.833
I don't have a Ferrari, by the way.

00:50:50.213 --> 00:50:51.855
But if Ferrari wants to sponsor the show,

00:50:51.894 --> 00:50:53.356
we're open for possibilities.

00:50:54.135 --> 00:50:55.536
The challenge with all this, and Chris,

00:50:55.556 --> 00:50:56.297
thank you so much for

00:50:56.378 --> 00:50:57.938
commenting and engaging live here.

00:50:58.239 --> 00:50:59.420
The challenge with all this is,

00:50:59.581 --> 00:51:00.882
and Tony said it a million times,

00:51:01.242 --> 00:51:02.882
there are percentages of

00:51:02.902 --> 00:51:04.565
the population where they

00:51:04.664 --> 00:51:06.927
want that in-network experience.

00:51:06.947 --> 00:51:09.429
They pay their copay,

00:51:09.449 --> 00:51:10.210
but some of these people

00:51:10.269 --> 00:51:11.811
are putting this physical

00:51:11.831 --> 00:51:12.871
therapy visit on the calendar,

00:51:13.431 --> 00:51:14.793
and that's their whole day.

00:51:14.833 --> 00:51:16.215
They're like, this is my thing.

00:51:16.735 --> 00:51:17.735
I can't wait to go.

00:51:17.876 --> 00:51:18.777
I want to talk to Mary,

00:51:18.797 --> 00:51:19.717
the front desk person.

00:51:21.199 --> 00:51:23.041
I'll go thirty, forty five minutes early.

00:51:23.501 --> 00:51:24.643
I'll do my therapy visit.

00:51:24.882 --> 00:51:25.884
I'll stay in the lobby and

00:51:25.903 --> 00:51:27.545
talk to Mary again for another thirty,

00:51:27.565 --> 00:51:28.327
forty five minutes until

00:51:28.347 --> 00:51:29.447
they kick me out or they'll

00:51:29.487 --> 00:51:30.789
give me some water and coffee.

00:51:30.829 --> 00:51:31.990
I'll use the restroom, whatever.

00:51:32.030 --> 00:51:34.114
Like some people, that's what they want.

00:51:34.815 --> 00:51:36.255
And those people cannot

00:51:36.315 --> 00:51:39.139
fathom paying us two fifty, three fifty,

00:51:39.159 --> 00:51:40.001
whatever per visit.

00:51:40.481 --> 00:51:41.902
And then the inverse, you know,

00:51:41.942 --> 00:51:42.563
then there's the people

00:51:42.603 --> 00:51:44.063
that pay for us and they

00:51:44.483 --> 00:51:46.826
detest that experience of a

00:51:46.885 --> 00:51:47.806
doctor's office or a

00:51:47.847 --> 00:51:48.806
therapy office or whatever.

00:51:49.168 --> 00:51:50.347
That is the challenge of

00:51:50.369 --> 00:51:51.369
being in business because

00:51:51.489 --> 00:51:52.250
all these people are

00:51:52.329 --> 00:51:53.590
walking around all the time

00:51:54.070 --> 00:51:55.452
and you have to learn who's

00:51:55.512 --> 00:51:56.693
who and all that.

00:51:56.713 --> 00:51:57.373
So yeah.

00:51:57.773 --> 00:51:58.835
how do you tell Chris has

00:51:58.894 --> 00:52:00.514
actually got a really cool, um,

00:52:00.974 --> 00:52:01.496
a business model.

00:52:01.516 --> 00:52:02.735
She does occupational health.

00:52:02.795 --> 00:52:06.038
Like, so she goes into like, you know, um,

00:52:06.418 --> 00:52:06.918
if you go into,

00:52:06.938 --> 00:52:08.179
she goes into like businesses,

00:52:08.199 --> 00:52:09.259
like warehouses and like

00:52:09.318 --> 00:52:11.539
big industrial places, that's her client.

00:52:11.619 --> 00:52:12.581
And then she treats those

00:52:12.641 --> 00:52:14.161
people because the client,

00:52:14.380 --> 00:52:15.342
this is a great example.

00:52:15.382 --> 00:52:16.242
Like Chris would be fun to

00:52:16.262 --> 00:52:16.702
have on the show.

00:52:16.722 --> 00:52:17.822
And I've had her on my show before.

00:52:18.643 --> 00:52:21.184
She understands who her client is in her,

00:52:21.905 --> 00:52:24.246
uh, triangle is the client.

00:52:24.286 --> 00:52:25.485
Heiser is the business.

00:52:25.585 --> 00:52:26.487
That's who hires her.

00:52:27.327 --> 00:52:28.407
Because they understand for

00:52:28.447 --> 00:52:31.628
every single day of missed work,

00:52:32.128 --> 00:52:33.628
it's this much money lost

00:52:33.648 --> 00:52:34.289
because they got to bring

00:52:34.309 --> 00:52:35.070
in somebody else for

00:52:35.190 --> 00:52:37.771
overtime or keeping that person injured,

00:52:38.150 --> 00:52:39.831
what that does to their bottom line.

00:52:39.851 --> 00:52:41.032
So, like, I don't know.

00:52:41.092 --> 00:52:42.632
Chris might be talking to

00:52:43.052 --> 00:52:45.012
the perfect client, in my opinion,

00:52:45.032 --> 00:52:45.952
because they truly

00:52:46.032 --> 00:52:48.793
understand what a PT can save them,

00:52:48.893 --> 00:52:50.375
and they're willing to pay

00:52:50.394 --> 00:52:53.416
that direct-to-employer fee.

00:52:53.615 --> 00:52:54.496
And there's, there's more,

00:52:54.596 --> 00:52:55.755
there's more and more therapists there.

00:52:55.876 --> 00:52:57.597
There's more cash

00:52:57.697 --> 00:52:59.356
independent cash pay around a network,

00:52:59.376 --> 00:53:00.396
whatever therapist doing this.

00:53:00.677 --> 00:53:01.436
And then of course there's

00:53:01.476 --> 00:53:02.998
the big groups also doing this.

00:53:03.038 --> 00:53:03.978
The big groups are going to

00:53:03.998 --> 00:53:05.018
the big employers because

00:53:05.038 --> 00:53:06.297
they have strength in numbers.

00:53:06.318 --> 00:53:06.757
They're like, Hey,

00:53:06.777 --> 00:53:07.659
we have extra therapists.

00:53:07.679 --> 00:53:08.878
We can supply them.

00:53:08.898 --> 00:53:10.099
We can put them anywhere

00:53:10.778 --> 00:53:12.759
here in the East coast, Jag PT.

00:53:12.778 --> 00:53:15.260
They have ATCs at all the

00:53:15.300 --> 00:53:17.400
high school football, you know, all,

00:53:17.480 --> 00:53:19.001
all the games, all the practices,

00:53:19.061 --> 00:53:19.440
all that.

00:53:19.840 --> 00:53:20.820
They use that as a funnel.

00:53:21.161 --> 00:53:21.300
Yeah,

00:53:21.360 --> 00:53:22.581
and I'm surprised you didn't read

00:53:22.601 --> 00:53:23.342
this out loud, Jimmy.

00:53:23.442 --> 00:53:24.922
This is a cocktail thing.

00:53:24.943 --> 00:53:27.083
You got to read it.

00:53:27.164 --> 00:53:29.606
If you only ever have pre-mixed margaritas,

00:53:30.045 --> 00:53:31.746
you think that's the best margarita,

00:53:32.166 --> 00:53:32.867
and you don't know any different.

00:53:33.027 --> 00:53:33.327
Hold on.

00:53:33.487 --> 00:53:33.927
Amen, amen.

00:53:34.128 --> 00:53:36.389
If you only have pre-mixed margarita,

00:53:36.690 --> 00:53:39.150
it is the best margarita you've ever had,

00:53:39.891 --> 00:53:41.233
unless you've also gone to

00:53:41.273 --> 00:53:43.114
Mexico or had just a banging margarita.

00:53:43.253 --> 00:53:45.275
Chris, dropping analogies.

00:53:45.454 --> 00:53:47.195
I like it.

00:53:47.356 --> 00:53:48.496
All right, we got seven minutes left.

00:53:48.536 --> 00:53:49.177
What do we want to end on,

00:53:49.217 --> 00:53:50.237
and then we'll do parting shots.

00:53:51.492 --> 00:53:53.173
Ah,

00:53:53.193 --> 00:53:54.974
let me do my parting shot because I'm

00:53:55.014 --> 00:53:56.315
going to go early because

00:53:56.335 --> 00:53:57.474
I've got a new patient coming in.

00:53:57.514 --> 00:54:00.735
I, you know,

00:54:00.976 --> 00:54:02.516
it's all about pushing outside

00:54:02.556 --> 00:54:03.597
your comfort zone.

00:54:03.637 --> 00:54:05.577
Going to PPS was way outside

00:54:05.617 --> 00:54:06.637
my comfort zone.

00:54:06.797 --> 00:54:07.518
I go through all the

00:54:07.538 --> 00:54:08.838
emotional roller coaster.

00:54:09.590 --> 00:54:10.992
Of like, yeah, I'm going to do it.

00:54:11.231 --> 00:54:12.092
Oh, I don't want to do it.

00:54:12.193 --> 00:54:13.032
Yeah, I'm going to do it.

00:54:14.054 --> 00:54:15.235
You know, I was pumped.

00:54:15.414 --> 00:54:16.775
I was terrified.

00:54:16.835 --> 00:54:18.317
Then driving up there,

00:54:19.418 --> 00:54:21.818
I listened to all my business podcasts,

00:54:21.838 --> 00:54:23.260
the whole nine hour drive.

00:54:23.960 --> 00:54:25.181
And then the second I see

00:54:25.481 --> 00:54:28.123
the first face I saw at PPS,

00:54:28.182 --> 00:54:29.543
even before I saw Jimmy,

00:54:30.304 --> 00:54:33.387
was Robbie from Rehab CEO's.

00:54:34.085 --> 00:54:35.606
Robbie was sitting there in the lobby.

00:54:35.646 --> 00:54:37.268
His face went from two D for

00:54:37.288 --> 00:54:38.349
the last five years to

00:54:38.389 --> 00:54:41.271
three D and immediately all

00:54:41.291 --> 00:54:42.733
the anxiety went away.

00:54:42.853 --> 00:54:44.155
I was so happy I went.

00:54:44.275 --> 00:54:46.336
It was such a great experience.

00:54:46.418 --> 00:54:47.458
I'm looking forward to

00:54:47.818 --> 00:54:49.079
seeing if we get the trio

00:54:49.239 --> 00:54:51.543
and go to CSM in Houston.

00:54:53.313 --> 00:54:54.474
I'm saying it right now, it's October,

00:54:54.976 --> 00:54:55.976
so now it's on record.

00:54:56.317 --> 00:54:58.018
I would love to see these two things.

00:54:58.219 --> 00:54:59.521
I would love to do what Tony

00:54:59.541 --> 00:55:01.483
and I did in PPS,

00:55:01.503 --> 00:55:02.983
which was we took the phone

00:55:03.003 --> 00:55:03.985
and we took like a wireless

00:55:04.045 --> 00:55:05.686
mic and we were just like Alex Lieberman,

00:55:05.726 --> 00:55:06.907
we're just Johnny on the spot,

00:55:06.969 --> 00:55:07.768
twenty minute interviews.

00:55:08.650 --> 00:55:10.070
I would also love to see,

00:55:10.150 --> 00:55:12.132
and I mentioned this to a few people,

00:55:12.172 --> 00:55:13.172
planting the seeds in

00:55:13.233 --> 00:55:15.474
October now for October

00:55:15.494 --> 00:55:17.655
next year or CSM in February,

00:55:18.056 --> 00:55:19.456
which is like where's the

00:55:19.496 --> 00:55:21.137
college game day?

00:55:21.557 --> 00:55:22.557
And we flirted with this

00:55:22.637 --> 00:55:23.539
idea a couple years ago.

00:55:23.579 --> 00:55:24.539
I mentioned it to somebody

00:55:24.559 --> 00:55:26.619
at APTA Communications, and they did.

00:55:26.659 --> 00:55:27.661
They built like a media

00:55:27.701 --> 00:55:28.762
center where they had mics

00:55:28.782 --> 00:55:29.742
and they had like just plug

00:55:29.762 --> 00:55:30.503
your laptop in,

00:55:30.882 --> 00:55:32.583
and very few people sort of

00:55:32.724 --> 00:55:36.485
used it because –

00:55:34.644 --> 00:55:35.326
this is simple.

00:55:35.365 --> 00:55:36.927
What we do, it's not easy.

00:55:36.947 --> 00:55:38.228
I'm not trying to overcomplicate it,

00:55:38.248 --> 00:55:39.068
but what I'm saying is like

00:55:39.909 --> 00:55:41.230
doing that as your business is, is,

00:55:41.750 --> 00:55:42.831
is difficult, but like,

00:55:43.050 --> 00:55:44.532
you don't need a media center anymore,

00:55:44.572 --> 00:55:44.913
baby.

00:55:44.952 --> 00:55:46.193
Like this is the media center.

00:55:46.233 --> 00:55:47.815
It's always been going towards that.

00:55:47.855 --> 00:55:49.235
So I'm putting it out there

00:55:49.255 --> 00:55:51.338
that in October of twenty, twenty four,

00:55:51.717 --> 00:55:53.278
either PPS next year or CSM

00:55:53.298 --> 00:55:54.300
in just a couple months,

00:55:54.639 --> 00:55:56.320
I would love to see college game day.

00:55:56.422 --> 00:55:57.702
I want to see Tony or Dave

00:55:58.023 --> 00:55:59.824
put on a mascot head.

00:55:59.844 --> 00:56:00.965
What's prompts mascot.

00:56:01.065 --> 00:56:02.326
I want like a big head and,

00:56:02.485 --> 00:56:03.865
I want the web PT head.

00:56:03.885 --> 00:56:04.427
I want to do that.

00:56:04.447 --> 00:56:05.626
I want signs in the background.

00:56:05.887 --> 00:56:07.367
I want kids kicking field

00:56:07.387 --> 00:56:10.228
goals for scholarships to PT school.

00:56:10.608 --> 00:56:11.989
Real quick, I'm stepping out.

00:56:12.329 --> 00:56:13.728
Go to PT Pinecast.

00:56:13.789 --> 00:56:14.929
Take a look at the three

00:56:14.989 --> 00:56:16.849
live interviews we did.

00:56:17.030 --> 00:56:18.731
Tell us what you guys think about that.

00:56:18.931 --> 00:56:20.811
I can't imagine every single

00:56:20.851 --> 00:56:21.972
business in the exhibit

00:56:21.992 --> 00:56:24.311
hall isn't doing something like this.

00:56:24.391 --> 00:56:25.411
It's just crazy to me.

00:56:25.813 --> 00:56:26.952
I'll catch you guys on Thursday.

00:56:27.300 --> 00:56:27.561
Yeah.

00:56:27.601 --> 00:56:28.681
Somebody had a great line,

00:56:28.702 --> 00:56:32.806
which was imagine I gave you a tool, Dave,

00:56:33.286 --> 00:56:35.929
twenty years ago that with that tool,

00:56:35.969 --> 00:56:36.849
I just handed it to you.

00:56:36.869 --> 00:56:37.451
It costs less than a

00:56:37.490 --> 00:56:38.911
thousand bucks and it gives

00:56:38.931 --> 00:56:40.673
you unfettered access to

00:56:40.733 --> 00:56:42.074
reach anybody you want.

00:56:42.476 --> 00:56:43.956
You'd be like, I will pay for that tool.

00:56:44.197 --> 00:56:45.237
And like we have that tool.

00:56:45.978 --> 00:56:47.239
And I'm not saying organic

00:56:47.260 --> 00:56:48.061
is the only way to go.

00:56:48.141 --> 00:56:48.702
It's not.

00:56:49.001 --> 00:56:51.023
But you can take that tool, create a video,

00:56:51.184 --> 00:56:53.387
run, put a hundred dollars behind it.

00:56:53.686 --> 00:56:54.748
Ads are, I mean, in my opinion,

00:56:54.809 --> 00:56:56.210
if you really wanted to dial down,

00:56:56.269 --> 00:56:57.672
do what you're doing, which is ads.

00:56:58.351 --> 00:56:59.233
But then the third thing

00:56:59.253 --> 00:56:59.974
that we talked about,

00:57:00.014 --> 00:57:01.576
which was go shake hands.

00:57:01.976 --> 00:57:02.936
Like even if you make no

00:57:02.976 --> 00:57:04.077
connections at PPS,

00:57:05.311 --> 00:57:06.532
You're sitting amongst people.

00:57:06.552 --> 00:57:08.273
You're like, oh,

00:57:08.293 --> 00:57:10.135
I'm having the same exact problem as you.

00:57:10.355 --> 00:57:11.195
How'd you solve it?

00:57:11.534 --> 00:57:13.177
And then shut up and listen

00:57:13.496 --> 00:57:14.757
and listen to how people do it.

00:57:15.057 --> 00:57:15.797
These are the people who

00:57:15.938 --> 00:57:17.480
aren't bitching in Facebook groups.

00:57:17.659 --> 00:57:19.460
They're out there solving those problems.

00:57:19.481 --> 00:57:20.161
Like, you know what?

00:57:20.181 --> 00:57:21.041
I'm not going to bitch about it.

00:57:21.222 --> 00:57:22.643
I'm going to drop three, four grand,

00:57:22.882 --> 00:57:25.485
bring myself and my front office manager,

00:57:25.965 --> 00:57:28.186
and we're going to solve this problem.

00:57:29.943 --> 00:57:31.103
Will saying we're speaking my language.

00:57:31.425 --> 00:57:33.327
Forced targeted distribution.

00:57:33.347 --> 00:57:34.927
Let me ask, you know what?

00:57:35.568 --> 00:57:36.570
I'm not gonna ask you this question.

00:57:36.610 --> 00:57:37.771
I'm gonna ask Will this question.

00:57:38.092 --> 00:57:38.572
And Will,

00:57:38.931 --> 00:57:40.014
I want a live stream where you

00:57:40.034 --> 00:57:40.594
and I answer it.

00:57:40.614 --> 00:57:41.434
The question is,

00:57:41.936 --> 00:57:43.277
if you lost everything

00:57:43.317 --> 00:57:44.759
tomorrow and you had to

00:57:44.798 --> 00:57:45.920
borrow a thousand dollars

00:57:45.960 --> 00:57:47.641
from Nana to get your

00:57:47.681 --> 00:57:50.184
business back to what it was or grow it,

00:57:51.025 --> 00:57:51.726
I know the answer,

00:57:51.746 --> 00:57:52.425
but I want to hear you

00:57:52.485 --> 00:57:54.568
explain why you had a thousand bucks.

00:57:55.007 --> 00:57:55.648
What would you do?

00:57:55.809 --> 00:57:56.248
And the answer is,

00:57:56.268 --> 00:57:58.231
I'm going to answer for will,

00:57:58.251 --> 00:57:59.172
but now I want the deep,

00:57:59.192 --> 00:58:00.713
the why the behind it.

00:58:01.032 --> 00:58:02.034
What's your parting shot, Dave?

00:58:02.094 --> 00:58:02.875
I think I just gave mine.

00:58:02.894 --> 00:58:05.597
It was just a ramble.

00:58:05.617 --> 00:58:07.077
Parting shot is more.

00:58:07.137 --> 00:58:08.938
I'm more in a contemplation

00:58:08.958 --> 00:58:10.940
stage right now about CSM because my,

00:58:11.061 --> 00:58:13.623
my gut is, my gut is saying,

00:58:14.224 --> 00:58:15.465
what would be the ROI for

00:58:15.505 --> 00:58:16.726
me to go spend time and

00:58:16.766 --> 00:58:17.445
effort and all that?

00:58:18.246 --> 00:58:18.447
Uh,

00:58:19.918 --> 00:58:23.559
No VC money.

00:58:23.579 --> 00:58:24.721
But at the same time,

00:58:25.141 --> 00:58:26.722
maybe you guys can convince

00:58:26.742 --> 00:58:28.663
me or maybe I can convince

00:58:28.702 --> 00:58:30.643
myself on CSM because of

00:58:30.664 --> 00:58:32.103
what I said about the EMR

00:58:32.143 --> 00:58:33.385
vendors meeting the

00:58:33.425 --> 00:58:34.525
practice owners in person.

00:58:34.925 --> 00:58:36.527
And maybe CSM is...

00:58:37.554 --> 00:58:38.695
right for me or I can hire

00:58:38.735 --> 00:58:39.715
some folks to be at a booth

00:58:39.755 --> 00:58:40.615
or whatever or do some

00:58:40.775 --> 00:58:42.516
marketing there and do

00:58:42.556 --> 00:58:43.436
something wild that gets

00:58:43.456 --> 00:58:44.755
attention for my offer my

00:58:44.835 --> 00:58:45.976
offer like for a full-time

00:58:46.016 --> 00:58:47.456
therapist and maybe have

00:58:47.496 --> 00:58:48.556
therapists either relocate

00:58:48.577 --> 00:58:49.257
or they're in the new york

00:58:49.277 --> 00:58:50.838
city area or whatever uh

00:58:50.938 --> 00:58:52.577
and use csm potentially as

00:58:52.597 --> 00:58:54.878
a way for some in-person

00:58:54.918 --> 00:58:55.838
recruiting and meeting

00:58:55.858 --> 00:58:57.778
therapists uh you've

00:58:57.798 --> 00:58:58.798
already you've just written

00:58:58.838 --> 00:59:00.518
the title of a future video

00:59:00.599 --> 00:59:01.739
that I'm going to share a

00:59:01.780 --> 00:59:02.739
future episode which is

00:59:03.711 --> 00:59:04.692
And these were like the

00:59:04.731 --> 00:59:05.672
Twitter posts and LinkedIn

00:59:05.711 --> 00:59:06.833
posts like eight months ago

00:59:07.112 --> 00:59:08.052
that all started like this.

00:59:08.572 --> 00:59:09.572
Ninety-eight percent of

00:59:09.632 --> 00:59:11.134
people are using LinkedIn wrong.

00:59:11.534 --> 00:59:13.134
Here's what the top two percent are doing.

00:59:13.273 --> 00:59:14.813
I think most, I honestly believe,

00:59:14.873 --> 00:59:15.554
I don't know what the number is,

00:59:15.713 --> 00:59:17.994
but I think most people do CSM wrong.

00:59:18.655 --> 00:59:20.896
I think practice owners do

00:59:20.956 --> 00:59:22.956
look at CSM and PPS and

00:59:22.976 --> 00:59:24.356
their two conferences and like,

00:59:24.396 --> 00:59:25.596
if I'm going to put the money down,

00:59:25.876 --> 00:59:26.536
go to PPS.

00:59:26.617 --> 00:59:27.797
I don't disagree, right?

00:59:28.197 --> 00:59:29.378
I also think you can get

00:59:29.438 --> 00:59:31.938
enough to make it worth it to go to CSM.

00:59:31.978 --> 00:59:32.478
First of all,

00:59:32.679 --> 00:59:33.978
the ticket at PPS is fifteen

00:59:33.998 --> 00:59:34.619
hundred bucks.

00:59:35.139 --> 00:59:36.119
I'm not saying it's not worth it.

00:59:36.360 --> 00:59:37.561
It's highly concentrated.

00:59:37.621 --> 00:59:37.820
Right.

00:59:38.221 --> 00:59:39.961
Ticket for CSM is five hundred bucks.

00:59:40.202 --> 00:59:40.922
So now we're thirty three

00:59:40.961 --> 00:59:42.362
percent cheaper and you have eight.

00:59:42.402 --> 00:59:43.503
So there's clinical on top of that.

00:59:43.543 --> 00:59:45.384
So I will lay out a plan to

00:59:45.443 --> 00:59:47.284
take a Dave Kittle and push

00:59:47.324 --> 00:59:48.244
him one way or the other on

00:59:48.264 --> 00:59:49.204
the fence if they should,

00:59:49.405 --> 00:59:50.485
because I'm not saying everybody should.

00:59:51.106 --> 00:59:51.786
But I'm going to give you

00:59:51.827 --> 00:59:53.007
checkboxes like if you want

00:59:53.027 --> 00:59:53.706
to do this and this and

00:59:53.726 --> 00:59:55.327
this and this and this, you could.

00:59:55.927 --> 00:59:57.369
And I'll do like a value counter.

00:59:58.454 --> 01:00:00.896
I'll have like a cash register, cha-ching.

01:00:00.936 --> 01:00:02.056
That's an extra two hundred dollars,

01:00:02.076 --> 01:00:02.336
cha-ching.

01:00:02.356 --> 01:00:02.577
All right.

01:00:04.878 --> 01:00:05.918
Some of the numbers are there, right?

01:00:05.938 --> 01:00:07.599
So it's a lower cost ticket

01:00:08.000 --> 01:00:08.661
for a practice owner,

01:00:08.701 --> 01:00:10.382
like a practice owner, you know,

01:00:10.402 --> 01:00:12.123
that wants to grow and

01:00:12.163 --> 01:00:13.103
wants to hire more therapists.

01:00:13.123 --> 01:00:14.244
So it's a lower dollar amount,

01:00:14.563 --> 01:00:15.945
but also the attendees,

01:00:15.965 --> 01:00:17.706
like there's a larger pool of attendees,

01:00:17.766 --> 01:00:17.965
right?

01:00:18.047 --> 01:00:19.827
And going into it,

01:00:19.867 --> 01:00:21.068
it's like if I'm recruiting

01:00:21.108 --> 01:00:22.168
and I'm networking,

01:00:22.228 --> 01:00:24.130
I'm trying to get like names, email,

01:00:24.329 --> 01:00:25.490
phone number, contact information,

01:00:25.510 --> 01:00:26.711
whatever for therapists, right?

01:00:26.731 --> 01:00:27.012
That's right.

01:00:27.052 --> 01:00:28.373
There's a lot more therapists there.

01:00:28.454 --> 01:00:29.896
So I would have to figure out like, what's,

01:00:29.956 --> 01:00:31.217
you know, what's the lead capture?

01:00:31.257 --> 01:00:31.737
Is it, you know,

01:00:31.998 --> 01:00:33.260
an iPad and I'm getting

01:00:33.280 --> 01:00:34.059
their information.

01:00:34.340 --> 01:00:35.521
But then the downside is

01:00:35.922 --> 01:00:37.143
because there's eighteen thousand,

01:00:37.224 --> 01:00:38.105
you have to do more and

01:00:38.125 --> 01:00:39.045
spend more to stand out.

01:00:39.934 --> 01:00:40.715
So it's like I'm not going

01:00:40.735 --> 01:00:41.615
to argue one way or the other.

01:00:41.635 --> 01:00:42.436
I'm not going to convince

01:00:42.496 --> 01:00:44.197
the person watching, the Dave Kittle,

01:00:44.518 --> 01:00:45.539
to go or not to go.

01:00:45.878 --> 01:00:47.840
I'm going to merely present the facts.

01:00:47.860 --> 01:00:48.880
All right.

01:00:48.940 --> 01:00:49.561
We're at an hour.

01:00:49.860 --> 01:00:51.621
I need to go get the voice

01:00:51.681 --> 01:00:54.003
all tuned up at the ENT.

01:00:54.184 --> 01:00:55.065
We'll be back on Thursday.

01:00:55.085 --> 01:00:56.164
Actually, Tony and I are going to go live.

01:00:56.324 --> 01:00:57.106
Six things we learned

01:00:57.166 --> 01:00:59.226
specifically at PPS this year.

01:00:59.246 --> 01:01:00.068
So if you couldn't attend,

01:01:00.487 --> 01:01:01.128
you're going to get that

01:01:01.329 --> 01:01:03.789
thousand dollar value for thirty minutes.

01:01:04.010 --> 01:01:04.911
Dave, have a good day, man.

01:01:13.233 --> 01:01:13.637
We'll be right back.

Revolutionizing PT Clinics: AI, EMRs, and the Future of Physical Therapy

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