The Future of Physical Therapy Profits: Strategies for Success

WEBVTT

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Good Thursday morning.

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That's Tony Maritato.

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Nope, that's Tony Maritato.

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That's Dave Kittle.

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I'm always reversed.

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I'm Jimmy McKay.

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PT Breakfast Club.

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Good morning.

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Good morning.

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Tony, how you doing?

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Dave, how you doing?

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Two of the worst feelings

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that a human being can have

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in modern society.

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This is first world problems.

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Woke up and realized that I

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had about nine minutes to

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take the garbage out.

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And if I didn't,

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I was going to have garbage for a week.

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And while I was running down the driveway,

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I realized I left my

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windows open last night and it rained.

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So I'm going to have a soggy

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bottom this morning when I drive.

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Awesome.

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There's world problems,

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but those are my problems this morning.

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Hopefully you have something

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less than that.

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I want to talk about Dave's

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LinkedIn post and the

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traction that it's been getting.

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Dave, you want to share some numbers?

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Absolutely.

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I, uh,

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I wanted to say thank you to both

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you guys for, uh,

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I think we did most of the

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episode on it and I wanted to say, uh,

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thank you.

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And then let's cover all

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your topics today.

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Uh, you're bringing this back up.

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So, all right.

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Um, the last time I checked, it was over

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It showed how many

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impressions that it reached.

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And then it also said like members.

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So what does a member like a

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like a user of LinkedIn?

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So does that mean like those

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members saw it twice?

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Yeah.

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So it's like nineteen.

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I'll I'll pull it up as we're speaking.

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So this was from last night or yesterday.

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Over nineteen thousand

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impressions and twelve

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thousand members reached.

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So I guess like a few people saw it twice.

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What do you guys think?

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I don't know.

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That's my my interpretation.

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And I brought yours up

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because I was going to share mine.

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But my interpretation is so

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the impression is when was

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it on the screen?

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Members reached to me would

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be like a click through rate.

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So twelve thousand two

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hundred eighty four

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actually engaged with it, clicked on it,

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read it, something.

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Love it.

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I'll take it.

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That's my guess.

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This is all I do now,

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so I don't bother asking

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humans because we're dumb.

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I literally, as we were doing this,

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uploaded that graphic and said,

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help me understand these two numbers.

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ChatGPT has helped me

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understand impressions,

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That represents how many

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times your post was shown to people.

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Doesn't necessarily mean the

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post was interacted with or viewed,

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just that it was shown.

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It was appeared on someone's screen,

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right?

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Members reach says the number of people,

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unique people or members, again, odd,

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but who actually saw the post.

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So it knows that they saw them.

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While impressions include

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multiple views of the same person,

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members reach refers to

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distinct individuals.

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So at worst, you're looking at twelve K.

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I love it.

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And for the audience of practice owners,

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again,

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it's an organic post not linking

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out to anything.

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No image.

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Again,

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I got this from Tony Meritato style

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of writing LinkedIn and Facebook posts.

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And I was like, you know, also,

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I did this because Tony a while ago,

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like maybe I can't remember, Tony,

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like six months ago.

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I don't know what time, uh,

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you shared your,

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like you shared like a

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bunch of your analytics for

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your LinkedIn posts and it

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was your style of, you know,

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creative thoughts and I'm

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putting this out there, whatever.

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And a lot of those posts of

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yours were getting like two

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to five thousand impressions per post.

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And then I was looking at

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the ones where I'm sharing

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like my previous episodes

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and linking out to the

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YouTube videos and a

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graphic and all that.

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And they would get like

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two to seven hundred impressions,

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two hundred to seven hundred impressions.

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So I was like, well, I mean, of course,

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Tony is clever and he puts

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in like thoughtful things in the post,

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but really like the base of

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the post is text, no image, no link out.

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So I was like, huh, that's why I did that.

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And the reason why I'm

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bringing it back up is

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because owners out there like

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You all can model this same thing.

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Get these posts out there if

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you want to attract therapists.

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Get these posts out there on, I don't know,

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maybe your Facebook page if

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you want to attract patients.

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These are the foundational

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things that work right now.

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And I think it brings up...

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two ends of a spectrum

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although if it's a spectrum

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it's just a circle right

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but it's a spectrum it's a

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it's a forever um evolving

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problem which is I see this

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trend I want to jump on it

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I want to be different just

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like everybody else how do

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I do that and that takes

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some time and some

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thoughtfulness so you have to know the

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The physics,

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I use that phrase a lot when I

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work with people,

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and I'm not saying that I don't know it,

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but like these these

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platforms have physics and they change,

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unfortunately, a lot.

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So you want to say physics tried and true.

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I know how gravity works.

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They change a lot.

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So one key thing I think you

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mentioned there that I want

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to hit on is you didn't link to anything.

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And a lot of times these physics,

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what these platforms will do,

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they won't tell you the

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rules of the game.

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And that's bad, but it's also good.

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Because if someone's going

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to game the system,

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it's probably going to be

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people with a lot of money,

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a lot of resources, and that ain't us.

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So you didn't link to anything.

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And that's been shown or guessed at,

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which is if you're posting on LinkedIn,

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LinkedIn's job is LinkedIn.

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So they want you to stay.

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So if you post to a YouTube video,

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like we often do, right?

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Like we're broadcasting live there.

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LinkedIn is like, well,

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I'm going to maybe throttle

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that back a little bit

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because I don't want people to leave.

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If this is a good post and

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people take Dave's off ramp

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to now go to his website, I've lost them.

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And my job is LinkedIn.

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Now, the funny part is what I just said.

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We're streaming right now.

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If you're watching us on LinkedIn,

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I'd love to just let us know, hey,

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that's a platform we go to

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in the morning as you go to work.

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LinkedIn likes that because they're like,

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oh, look,

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here's someone taking something

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and using this as an on ramp.

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And they're putting this content here.

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You're here to make this platform better.

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So there is a dance of physics.

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But one little logistical

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thing is you didn't link to anything.

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You were compelling that we

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can get into like writing style.

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We did that yesterday.

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Compelling physically.

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How are you doing this?

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Use a lot.

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And Tony uses a lot of white space.

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I know it's a pain in the butt.

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I like push enter or put

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dots to make sure that thing doesn't,

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you know, space differently.

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Yeah.

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That's why people read things.

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I mean, have you ever,

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have we ever talked about

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like visual hierarchy?

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We were guys ever looked at that thing.

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I'm sure you have.

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I'll find a graphic and I'll show it off,

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but I think rule the takeaway.

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Number one from your post, the two are,

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um,

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Design it for humans to read it.

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Make it easy to read.

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Number two,

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make sure you play within the

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rules of the platform or

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they're just going to penalize you.

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There's no yellow card on LinkedIn.

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They just don't show it to people.

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It just gets shown less.

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So make it great.

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That's number one.

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And number two,

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don't try to game the

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system because they're

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better at it than you.

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What do you guys think about that?

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Yeah, let me show you guys.

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So, and this is why I brought up Dave's.

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Just to show you behind the scenes,

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I'll show you a couple of

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different platforms,

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but this is my LinkedIn right now,

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like as of this morning.

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And you guys can see, you know,

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over the last seven days,

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What bumped the impressions

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up for me recently,

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and we can talk about this today,

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is I intentionally said I'm

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probably preaching to the

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choir because I knew

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everybody was going to be

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against this post.

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I know nobody's going to like this post.

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I was shocked when I had a

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couple of people that

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actually did engage

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positively with this post.

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But to Dave's point, you know,

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it's a whole lot of text.

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I'm surprised nobody's ever said this.

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I try to intentionally,

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characteristically put

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those three dots to break

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up my paragraphs.

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And I started that years ago on Facebook.

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Because when I would type in Facebook,

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Facebook would compress

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everything together.

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And I wanted to break it up

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visually so it's a little

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more pleasing to the eye.

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And I just kept it because I was like,

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well, shoot, now I do it with every post.

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So I just throw it even

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though LinkedIn doesn't require it.

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I still put it in there.

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Nobody's ever said anything.

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Jimmy was the first one this

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morning who said something about dots.

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Um, this one does have, you know,

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pictures of the graphs, uh,

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for the stocks and,

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but this was a great post

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for me getting lots of engagement.

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Uh,

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the other thing that works really well

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for me on LinkedIn is posts

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either that I reshare or

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that other companies are going to reshare,

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you know?

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And so, uh, if I just do a quick go back,

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three hundred and sixty five days,

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Every time you see a big spike,

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like this was the one about

00:08:32.918 --> 00:08:36.159
OTs and... The driver?

00:08:36.700 --> 00:08:39.020
Yeah, the driving and seeing the future.

00:08:39.701 --> 00:08:41.261
This was one I think Luna

00:08:41.282 --> 00:08:42.663
Physical Therapy helped and

00:08:42.702 --> 00:08:43.982
shared with when I was

00:08:44.023 --> 00:08:45.524
doing a presentation for them.

00:08:45.563 --> 00:08:46.764
This little spike here,

00:08:46.804 --> 00:08:47.884
kind of the same thing.

00:08:47.904 --> 00:08:49.745
So like yesterday,

00:08:50.206 --> 00:08:52.287
Larry had a great post

00:08:52.386 --> 00:08:54.307
about hiring and short

00:08:54.347 --> 00:08:55.489
staff and all that stuff.

00:08:56.129 --> 00:08:57.809
So I reposted his.

00:08:58.429 --> 00:09:00.010
I added context to it.

00:09:00.671 --> 00:09:02.231
But those kinds of things,

00:09:02.251 --> 00:09:03.672
when you guys share it,

00:09:03.751 --> 00:09:06.653
that also helps increase the reach.

00:09:07.994 --> 00:09:09.634
Here's more physics, what I noticed.

00:09:10.034 --> 00:09:11.556
And this maybe is in the

00:09:11.596 --> 00:09:12.395
last month or two.

00:09:13.517 --> 00:09:15.498
Tony, if you put up a post and you're like,

00:09:15.557 --> 00:09:18.119
hey, celebrating, like nothing amazing,

00:09:18.198 --> 00:09:18.399
right?

00:09:18.899 --> 00:09:19.839
Even though all you do is amazing.

00:09:20.500 --> 00:09:22.581
Celebrating the wins, you know,

00:09:22.600 --> 00:09:23.461
have a great day.

00:09:23.520 --> 00:09:24.461
You share some insight.

00:09:24.581 --> 00:09:25.442
And I comment on it.

00:09:26.696 --> 00:09:27.235
I will now get a

00:09:27.275 --> 00:09:29.177
notification when Dave comments on it.

00:09:29.658 --> 00:09:30.158
I will now get a

00:09:30.197 --> 00:09:31.379
notification when someone

00:09:31.538 --> 00:09:33.681
else that I don't know comments on it.

00:09:34.000 --> 00:09:36.822
And that hasn't been there always.

00:09:37.823 --> 00:09:38.984
It wasn't like that.

00:09:39.524 --> 00:09:41.525
What you're seeing now is

00:09:41.645 --> 00:09:42.787
LinkedIn is trying to say,

00:09:43.226 --> 00:09:44.847
you previously engaged with this.

00:09:44.967 --> 00:09:45.908
Maybe someone is saying

00:09:45.948 --> 00:09:46.830
something that is now added

00:09:46.850 --> 00:09:47.490
to the conversation.

00:09:47.549 --> 00:09:48.610
I need to bring it to the top.

00:09:48.650 --> 00:09:49.792
So you're seeing more

00:09:49.912 --> 00:09:51.033
dopamine hits in the top

00:09:51.052 --> 00:09:52.373
right-hand corner on LinkedIn.

00:09:52.754 --> 00:09:54.034
This is just anecdotal.

00:09:54.835 --> 00:09:55.674
because I have to know what

00:09:55.695 --> 00:09:56.716
that red circle means

00:09:56.836 --> 00:09:57.855
what's the notification is

00:09:57.875 --> 00:09:59.576
it for me right did I do

00:09:59.616 --> 00:10:01.038
something am I getting am I

00:10:01.057 --> 00:10:02.197
getting a little back rub a

00:10:02.217 --> 00:10:04.158
little back scratch um oh

00:10:04.219 --> 00:10:05.198
no it's actually someone

00:10:05.239 --> 00:10:06.399
else saying something for

00:10:06.500 --> 00:10:07.799
tony's post that you also

00:10:07.860 --> 00:10:09.280
were side sort of side

00:10:09.321 --> 00:10:10.581
comment on so when you

00:10:10.642 --> 00:10:11.761
start to create things that

00:10:11.822 --> 00:10:12.542
are and I know this is

00:10:12.562 --> 00:10:13.383
gonna blow people's minds

00:10:14.664 --> 00:10:15.826
Media that is social,

00:10:16.307 --> 00:10:17.529
that's when you see things

00:10:17.549 --> 00:10:18.871
start to really, really take off.

00:10:18.932 --> 00:10:20.455
So I tell people,

00:10:20.475 --> 00:10:21.736
we had a comment before or

00:10:21.918 --> 00:10:22.859
a post before where we said,

00:10:23.200 --> 00:10:26.304
if your posts start to talk about I, we,

00:10:26.466 --> 00:10:27.167
you,

00:10:27.389 --> 00:10:28.389
start to change that about

00:10:28.708 --> 00:10:29.990
you or how about us?

00:10:30.190 --> 00:10:32.429
Like you brought up one

00:10:32.470 --> 00:10:33.409
earlier where you're saying like,

00:10:33.429 --> 00:10:34.029
I know people are going to

00:10:34.051 --> 00:10:34.610
disagree with me.

00:10:34.791 --> 00:10:35.350
Hang on a second.

00:10:35.431 --> 00:10:36.150
I want to see where I fit in

00:10:36.171 --> 00:10:36.711
this equation.

00:10:36.990 --> 00:10:37.951
Maybe I agree with you.

00:10:38.010 --> 00:10:39.091
Maybe I disagree with you

00:10:39.471 --> 00:10:41.371
because people love to give

00:10:41.392 --> 00:10:42.052
their opinions.

00:10:42.192 --> 00:10:42.892
They love it.

00:10:44.932 --> 00:10:46.072
Scott's here right now.

00:10:46.393 --> 00:10:48.313
I see Scott liking things

00:10:48.354 --> 00:10:49.673
and I get notifications

00:10:49.714 --> 00:10:52.654
from Scott commented on this.

00:10:52.715 --> 00:10:53.794
What were you going to say, Dave?

00:10:54.740 --> 00:10:54.821
Well,

00:10:54.841 --> 00:10:55.922
I was just going to say like the

00:10:55.942 --> 00:10:56.501
thing with Jimmy,

00:10:56.542 --> 00:10:57.741
where LinkedIn is giving

00:10:57.782 --> 00:10:59.682
the notifications to him to

00:10:59.722 --> 00:11:00.823
come back to the party.

00:11:00.884 --> 00:11:01.104
Right.

00:11:01.124 --> 00:11:02.083
So he was at the party.

00:11:02.183 --> 00:11:03.644
He commented on Tony's post

00:11:04.144 --> 00:11:06.025
and then he goes and works

00:11:06.066 --> 00:11:06.686
and does other things.

00:11:06.706 --> 00:11:07.506
And then LinkedIn sends him

00:11:07.527 --> 00:11:09.327
a notification like, Hey, Dave Kittle or,

00:11:09.768 --> 00:11:10.028
you know,

00:11:10.067 --> 00:11:12.328
Joe Johnson or whoever commented on this,

00:11:12.489 --> 00:11:14.350
the post that you commented on.

00:11:14.889 --> 00:11:16.311
And then, so again, that's,

00:11:16.471 --> 00:11:17.910
that's confirmation that

00:11:17.971 --> 00:11:18.892
LinkedIn is trying to get

00:11:18.912 --> 00:11:20.111
you back on the platform,

00:11:20.152 --> 00:11:21.493
which kind of coincides

00:11:21.513 --> 00:11:22.192
with what we're talking

00:11:22.212 --> 00:11:23.553
about at the top of the show of like,

00:11:24.687 --> 00:11:25.527
it's going to throttle down

00:11:25.567 --> 00:11:27.388
your posts when you're linking out,

00:11:27.427 --> 00:11:28.967
when I'm linking out to my podcast,

00:11:29.467 --> 00:11:31.849
YouTube videos, Apple iTunes, podcasts,

00:11:31.869 --> 00:11:32.970
Spotify links, whatever,

00:11:33.049 --> 00:11:33.789
any of those links,

00:11:34.870 --> 00:11:36.070
it's going to throttle it down.

00:11:37.030 --> 00:11:38.451
So again, you just have to,

00:11:38.750 --> 00:11:39.552
if you want to play the game,

00:11:39.572 --> 00:11:40.932
like we're all playing the game, we want,

00:11:40.991 --> 00:11:43.312
you know, we want to help more patients.

00:11:43.332 --> 00:11:45.133
We want to, at least for me, we want to,

00:11:45.273 --> 00:11:46.514
you know, grow our team.

00:11:46.533 --> 00:11:48.153
We want to, you know, help more patients,

00:11:48.173 --> 00:11:48.874
grow our team,

00:11:49.695 --> 00:11:51.335
get our thoughts and ideas

00:11:51.394 --> 00:11:53.515
and messages out there in the world.

00:11:54.296 --> 00:11:55.615
And if you want to do that,

00:11:55.956 --> 00:11:57.356
you kind of have to play by

00:11:57.736 --> 00:11:58.797
the rules of these platforms.

00:11:58.817 --> 00:12:00.057
You kind of have to know the rules.

00:12:00.716 --> 00:12:03.057
And, you know, over the past year or two,

00:12:03.097 --> 00:12:04.158
like I've done a ton of

00:12:04.738 --> 00:12:06.378
scheduled posts on LinkedIn

00:12:06.418 --> 00:12:07.619
where I'm linking to

00:12:07.658 --> 00:12:09.178
previous episodes and

00:12:09.219 --> 00:12:10.458
graphics and all that.

00:12:11.198 --> 00:12:12.139
And again, yeah,

00:12:12.220 --> 00:12:14.279
it's significantly less

00:12:15.580 --> 00:12:17.000
impressions and less reach.

00:12:17.500 --> 00:12:19.140
And then for whatever reason, Saturday,

00:12:20.000 --> 00:12:22.142
I write that post and it, you know,

00:12:22.442 --> 00:12:23.621
mini blows up.

00:12:23.881 --> 00:12:24.361
uh,

00:12:24.422 --> 00:12:25.423
over a couple of days and gets

00:12:25.462 --> 00:12:26.403
thousands and thousands of

00:12:26.443 --> 00:12:27.445
impressions and views and

00:12:27.465 --> 00:12:29.687
then tons of likes and comments.

00:12:29.726 --> 00:12:30.827
And then obviously, you know how it is,

00:12:30.868 --> 00:12:31.087
Tony,

00:12:31.128 --> 00:12:32.548
like the more people like something

00:12:32.688 --> 00:12:34.230
and engage with it or comment on it,

00:12:34.571 --> 00:12:36.351
then it's like the snowball effect.

00:12:36.371 --> 00:12:39.934
So now my, my thing is, uh,

00:12:39.955 --> 00:12:40.595
I don't know if you saw this,

00:12:40.615 --> 00:12:42.397
but yesterday, I think it was

00:12:42.864 --> 00:12:44.644
Tuesday, Tuesday after our show,

00:12:45.625 --> 00:12:47.384
I posted on Facebook and

00:12:47.424 --> 00:12:49.625
LinkedIn a video of me.

00:12:49.905 --> 00:12:50.846
It's like three minutes long.

00:12:51.246 --> 00:12:53.966
A video of me reading that post out loud.

00:12:54.368 --> 00:12:55.347
Yeah.

00:12:55.368 --> 00:12:58.408
And magically, go ahead.

00:12:58.469 --> 00:12:58.828
No, keep going.

00:12:58.969 --> 00:12:59.448
I like this.

00:13:00.149 --> 00:13:02.269
Magically, and this is all testing.

00:13:03.190 --> 00:13:04.591
We're testing and working in public.

00:13:05.390 --> 00:13:06.691
I read the post out loud.

00:13:06.711 --> 00:13:08.711
Of course, I interject a little myself,

00:13:08.751 --> 00:13:08.991
whatever.

00:13:09.032 --> 00:13:09.792
So then it's like three

00:13:09.812 --> 00:13:11.013
minutes long instead of a

00:13:11.033 --> 00:13:11.773
minute and a half or whatever.

00:13:13.123 --> 00:13:15.043
I post the video of me reading the,

00:13:15.203 --> 00:13:15.943
I believe every staff

00:13:15.964 --> 00:13:17.465
physical therapist should be able to.

00:13:18.586 --> 00:13:19.865
I post it on Facebook and LinkedIn.

00:13:20.907 --> 00:13:23.488
Magically, it doesn't get as many likes,

00:13:24.788 --> 00:13:26.729
engagement, comments, all of that.

00:13:26.788 --> 00:13:27.309
I get some,

00:13:27.889 --> 00:13:29.730
but not as much as the original post.

00:13:29.750 --> 00:13:30.971
So again, right now,

00:13:31.751 --> 00:13:34.793
we're still triangulating

00:13:34.913 --> 00:13:36.413
around the text post,

00:13:36.474 --> 00:13:39.414
the Tony Meritato text post, no image,

00:13:39.796 --> 00:13:40.456
no link out.

00:13:41.856 --> 00:13:44.158
Does video, you know, I don't know.

00:13:44.198 --> 00:13:44.458
I don't know.

00:13:44.479 --> 00:13:44.779
We'll see.

00:13:44.820 --> 00:13:46.160
But I wanted to read the

00:13:46.201 --> 00:13:47.481
post in video form because

00:13:47.501 --> 00:13:48.543
then if another therapist

00:13:48.562 --> 00:13:49.504
that doesn't know me at all,

00:13:50.205 --> 00:13:50.684
I believe that.

00:13:50.804 --> 00:13:52.506
And that's why I do my YouTube channel.

00:13:52.826 --> 00:13:54.708
You can see, you can hear me, you know,

00:13:54.729 --> 00:13:54.989
you know,

00:13:55.009 --> 00:13:57.010
if I'm BS or if I'm real or whatever,

00:13:57.471 --> 00:13:58.131
if I'm legit,

00:13:58.591 --> 00:14:00.514
you can tease that out right away.

00:14:01.174 --> 00:14:01.934
And I wanted to kind of

00:14:01.955 --> 00:14:03.277
connect the video component

00:14:03.317 --> 00:14:04.957
with the text component of this post.

00:14:05.339 --> 00:14:06.139
But I don't think anything's

00:14:06.158 --> 00:14:06.820
going to outperform the

00:14:06.860 --> 00:14:07.721
original text post.

00:14:08.041 --> 00:14:08.921
Well, keep in mind,

00:14:09.260 --> 00:14:10.101
now I'll go back to my

00:14:10.162 --> 00:14:11.381
traditional media background.

00:14:11.481 --> 00:14:13.182
And this actually goes into,

00:14:13.283 --> 00:14:15.503
I love used bookstores.

00:14:15.703 --> 00:14:16.024
I don't know,

00:14:16.043 --> 00:14:17.364
because you get a great book

00:14:17.384 --> 00:14:18.124
that I read twenty years

00:14:18.163 --> 00:14:19.144
ago and I can read it again.

00:14:19.245 --> 00:14:19.845
Like Meatball Sunday,

00:14:19.865 --> 00:14:20.924
I'm going to read this on the flight.

00:14:20.945 --> 00:14:21.946
We'll talk about where I'm going.

00:14:23.586 --> 00:14:25.287
When I used to do the news in radio,

00:14:26.465 --> 00:14:28.206
Brian Hughes was our news director,

00:14:28.265 --> 00:14:28.846
would write it.

00:14:29.427 --> 00:14:30.346
He would get information

00:14:30.366 --> 00:14:31.707
from the AP wire and write it.

00:14:32.068 --> 00:14:32.188
Now,

00:14:32.208 --> 00:14:34.470
the same reporters down the street at

00:14:34.490 --> 00:14:36.610
the TV station would also

00:14:36.650 --> 00:14:38.172
write it to read on the TV.

00:14:38.952 --> 00:14:39.873
And the same reporters would

00:14:39.893 --> 00:14:40.953
get the information and

00:14:40.994 --> 00:14:42.154
write a news story about it.

00:14:42.875 --> 00:14:44.917
If I read the newspaper on the radio,

00:14:44.937 --> 00:14:45.636
it doesn't work.

00:14:45.657 --> 00:14:46.677
Do you know what I mean?

00:14:46.697 --> 00:14:48.038
You write for broadcast.

00:14:48.099 --> 00:14:49.099
You write for TV.

00:14:49.239 --> 00:14:50.139
You write for radio.

00:14:50.200 --> 00:14:51.221
They're slightly different.

00:14:51.520 --> 00:14:52.581
But writing for newspaper,

00:14:52.662 --> 00:14:53.682
drastically different.

00:14:53.721 --> 00:14:54.221
Now, remember...

00:14:55.239 --> 00:14:56.559
as sophisticated as we are,

00:14:56.860 --> 00:14:59.724
we still are using newspaper, radio, TV.

00:14:59.803 --> 00:15:00.544
Right now we're on TV,

00:15:00.945 --> 00:15:01.505
but later on I'm going to

00:15:01.525 --> 00:15:02.706
take this audio from TV and

00:15:02.746 --> 00:15:03.807
YouTube and bring it over

00:15:03.827 --> 00:15:05.230
to the new version of radio.

00:15:05.769 --> 00:15:08.633
So they're similar, but they're different.

00:15:08.734 --> 00:15:09.594
And this is where I say the

00:15:09.735 --> 00:15:11.316
people who are good at this

00:15:11.355 --> 00:15:12.317
or understand this

00:15:13.177 --> 00:15:13.479
Um,

00:15:13.839 --> 00:15:14.980
but it doesn't mean you have to do all

00:15:15.020 --> 00:15:15.260
of them.

00:15:15.301 --> 00:15:16.163
Like, I don't want people to be like, well,

00:15:16.202 --> 00:15:17.804
now I got to read my posts and blah,

00:15:17.825 --> 00:15:17.945
blah.

00:15:17.965 --> 00:15:18.706
You don't have to,

00:15:19.167 --> 00:15:20.408
but a slight difference in

00:15:20.467 --> 00:15:21.750
writing can make a difference.

00:15:21.850 --> 00:15:22.071
Also,

00:15:22.091 --> 00:15:23.312
you could repost the same video a

00:15:23.351 --> 00:15:24.594
week from now and it could blow up.

00:15:24.833 --> 00:15:25.375
Like you never,

00:15:25.634 --> 00:15:26.395
or you could write the same

00:15:26.437 --> 00:15:28.799
post in a week and get a dud right now.

00:15:28.820 --> 00:15:29.640
You got that dopamine hit.

00:15:30.611 --> 00:15:32.072
Let me show you guys real quick.

00:15:32.312 --> 00:15:35.254
I think Pinterest is by far

00:15:35.355 --> 00:15:36.855
the most underrated,

00:15:37.015 --> 00:15:38.297
underutilized platform.

00:15:38.317 --> 00:15:39.258
I don't understand this

00:15:39.278 --> 00:15:39.977
because I don't understand

00:15:40.018 --> 00:15:42.058
the platform for outside of like,

00:15:42.200 --> 00:15:42.480
I don't know.

00:15:42.519 --> 00:15:44.000
Me either.

00:15:44.041 --> 00:15:44.801
So here we go.

00:15:44.841 --> 00:15:45.422
Let's learn something.

00:15:45.481 --> 00:15:46.062
All right.

00:15:46.101 --> 00:15:48.703
I am not a Pinterest expert at all,

00:15:48.984 --> 00:15:51.044
but it's a visual platform, obviously.

00:15:51.105 --> 00:15:52.905
Photos and videos, obviously.

00:15:53.027 --> 00:15:54.307
It's not a place for text.

00:15:55.668 --> 00:15:57.349
But the thing that I love about Pinterest,

00:15:57.369 --> 00:15:58.529
and I think what everybody

00:15:58.549 --> 00:15:59.530
will tell you is,

00:16:00.595 --> 00:16:01.777
This is the platform that

00:16:01.817 --> 00:16:03.138
doesn't penalize you for

00:16:03.198 --> 00:16:05.461
sending traffic off Pinterest.

00:16:05.861 --> 00:16:07.224
Like everybody else will

00:16:07.264 --> 00:16:08.505
penalize you for putting

00:16:08.926 --> 00:16:10.008
people off the platform.

00:16:10.168 --> 00:16:11.350
There's the different physics.

00:16:11.842 --> 00:16:12.043
Right.

00:16:12.623 --> 00:16:14.423
And so you can see I'm doing

00:16:14.563 --> 00:16:15.804
all videos right now.

00:16:15.884 --> 00:16:17.966
In the beginning I was doing all images.

00:16:18.605 --> 00:16:19.746
Now I don't take it as

00:16:19.787 --> 00:16:21.246
seriously as I should,

00:16:21.868 --> 00:16:23.508
but if you go into the

00:16:23.567 --> 00:16:24.969
analytics real quick and

00:16:25.009 --> 00:16:27.169
there are some massive, uh,

00:16:27.210 --> 00:16:31.072
channels in our space in PT and OT and,

00:16:32.032 --> 00:16:35.052
um, let me see here.

00:16:35.173 --> 00:16:35.453
No, no, no.

00:16:35.474 --> 00:16:35.774
Go back.

00:16:35.793 --> 00:16:36.533
That's your ad account.

00:16:36.573 --> 00:16:36.913
Go back.

00:16:37.153 --> 00:16:38.054
I saw what you were trying to go.

00:16:38.095 --> 00:16:38.355
I think.

00:16:39.081 --> 00:16:39.841
Yeah.

00:16:39.861 --> 00:16:40.202
Go back.

00:16:40.263 --> 00:16:41.523
I don't even use it here.

00:16:41.602 --> 00:16:42.543
Analyze performance.

00:16:42.563 --> 00:16:42.943
There you go.

00:16:43.764 --> 00:16:44.063
All right.

00:16:44.083 --> 00:16:44.924
Last thirty days.

00:16:45.325 --> 00:16:46.605
So if I scroll down,

00:16:48.186 --> 00:16:50.427
the biggest thing here is

00:16:50.586 --> 00:16:52.989
if you look at outbound clicks,

00:16:53.948 --> 00:16:55.409
one thousand, you know,

00:16:55.570 --> 00:16:57.211
one point one six thousand

00:16:57.390 --> 00:16:58.850
outbound clicks from my

00:16:58.890 --> 00:17:01.552
content out to my other content.

00:17:02.355 --> 00:17:03.615
in the last thirty days.

00:17:04.135 --> 00:17:05.436
And that's fine,

00:17:05.497 --> 00:17:07.657
like that's what they're here to do.

00:17:08.258 --> 00:17:09.638
So this could be clicks that

00:17:09.659 --> 00:17:11.140
go out to my YouTube videos,

00:17:11.160 --> 00:17:12.000
this could be clicks that

00:17:12.019 --> 00:17:14.421
go to my website for my blog articles,

00:17:15.021 --> 00:17:17.403
anything that I relate to

00:17:17.643 --> 00:17:18.903
the image or the video that

00:17:18.943 --> 00:17:20.124
I upload to Pinterest,

00:17:20.984 --> 00:17:23.006
I can take those clicks outside of here.

00:17:24.826 --> 00:17:25.186
And really,

00:17:25.227 --> 00:17:26.406
when you look at that and you say, okay,

00:17:26.446 --> 00:17:27.367
I'm getting thirty-six

00:17:27.387 --> 00:17:29.009
thousand impressions,

00:17:29.489 --> 00:17:31.029
I'm getting a thousand clicks.

00:17:31.856 --> 00:17:33.497
There are channels on here

00:17:33.557 --> 00:17:35.377
with two and three million

00:17:35.657 --> 00:17:36.958
monthly impressions,

00:17:37.018 --> 00:17:38.738
and these are PTs and OTs.

00:17:39.818 --> 00:17:40.078
I mean,

00:17:40.939 --> 00:17:42.878
exponentially bump up the number of

00:17:42.939 --> 00:17:43.298
clicks.

00:17:43.338 --> 00:17:44.960
Think of how much traffic is

00:17:45.000 --> 00:17:46.980
coming out to their other content.

00:17:47.099 --> 00:17:48.420
It is incredible.

00:17:49.240 --> 00:17:51.240
I think it would blow Google

00:17:51.320 --> 00:17:52.361
out of the water when it

00:17:52.381 --> 00:17:55.961
comes to SEO and organic reach.

00:17:56.001 --> 00:17:56.162
I mean,

00:17:56.182 --> 00:17:57.501
the thing I think people need to remember,

00:17:57.622 --> 00:18:00.182
or I have to often remind myself is...

00:18:01.516 --> 00:18:04.300
this is like changing where

00:18:04.342 --> 00:18:05.904
your store is located.

00:18:06.085 --> 00:18:07.146
This is like changing

00:18:08.358 --> 00:18:09.199
your address,

00:18:09.359 --> 00:18:10.880
and now when you go to a new

00:18:10.960 --> 00:18:13.942
town like Pinterest and you do something,

00:18:13.961 --> 00:18:14.603
you understand there's a

00:18:14.663 --> 00:18:15.702
lot of people there.

00:18:16.163 --> 00:18:17.483
You instantly move into a city.

00:18:17.763 --> 00:18:18.444
If you're not there,

00:18:18.464 --> 00:18:19.464
you don't have an address.

00:18:19.884 --> 00:18:21.365
If you are there, you have an address,

00:18:22.247 --> 00:18:23.807
but the more you share,

00:18:23.887 --> 00:18:25.067
or the more and better,

00:18:25.147 --> 00:18:26.269
the better and more you share,

00:18:26.929 --> 00:18:28.349
the more people you walk by.

00:18:28.470 --> 00:18:29.411
And then just think of it as

00:18:29.431 --> 00:18:30.330
how many people are gonna

00:18:30.391 --> 00:18:32.311
walk by your store, impressions,

00:18:32.692 --> 00:18:34.473
walk in your store, give it a click,

00:18:35.273 --> 00:18:36.855
And then commit,

00:18:37.036 --> 00:18:39.198
either buy something or subscribe.

00:18:39.838 --> 00:18:42.520
That is no like trust.

00:18:42.740 --> 00:18:43.521
I know who you are.

00:18:43.561 --> 00:18:44.502
I've blown by.

00:18:44.563 --> 00:18:45.364
I haven't gone in.

00:18:45.865 --> 00:18:49.147
Going in, actually consuming,

00:18:49.208 --> 00:18:50.348
like clicking and coming in.

00:18:50.489 --> 00:18:51.789
And then I want to come back.

00:18:51.829 --> 00:18:52.570
I want to make sure we don't

00:18:52.590 --> 00:18:53.291
lose the connection,

00:18:53.352 --> 00:18:54.133
whatever that might be.

00:18:54.432 --> 00:18:56.615
And then there's a sale.

00:18:56.654 --> 00:18:58.656
And then there's the transactions.

00:19:00.259 --> 00:19:00.900
Yeah.

00:19:00.920 --> 00:19:02.760
While you're talking, I was looking for,

00:19:03.040 --> 00:19:04.221
let me go back to this while you're,

00:19:04.241 --> 00:19:05.042
while you're looking for that.

00:19:05.323 --> 00:19:07.585
This is visual hierarchy, right?

00:19:07.605 --> 00:19:07.884
So like,

00:19:07.925 --> 00:19:09.807
this is also like why we use white space,

00:19:10.047 --> 00:19:11.248
but it's also like when you,

00:19:11.449 --> 00:19:13.710
when you use a graphic and you use text,

00:19:14.090 --> 00:19:14.550
let me see.

00:19:14.590 --> 00:19:15.451
I don't see anything yet.

00:19:15.471 --> 00:19:17.913
I'm going to flash on the screen.

00:19:17.933 --> 00:19:18.994
I'm going to flash on the screen.

00:19:19.355 --> 00:19:22.837
Just tell me if at the end it's true.

00:19:23.018 --> 00:19:23.419
That's it.

00:19:23.459 --> 00:19:23.959
So just read.

00:19:23.979 --> 00:19:28.222
Yep.

00:19:31.289 --> 00:19:32.211
Uh, yes, true.

00:19:32.290 --> 00:19:35.855
So a combination of font size, uh,

00:19:35.994 --> 00:19:38.477
font thickness or, uh, Bold.

00:19:39.508 --> 00:19:40.948
Bold versus normal.

00:19:42.469 --> 00:19:44.108
Typically, I guess the size mostly.

00:19:44.788 --> 00:19:45.528
Maybe the colors,

00:19:45.568 --> 00:19:49.369
but... That's what she said.

00:19:49.410 --> 00:19:50.430
Tony going bold.

00:19:50.871 --> 00:19:53.290
Dropping two Office references,

00:19:53.371 --> 00:19:54.290
two episodes in a row.

00:19:54.530 --> 00:19:55.511
But what I'm trying to show

00:19:55.551 --> 00:19:58.071
there is there's a physics

00:19:58.132 --> 00:19:59.592
to the human brain too.

00:19:59.892 --> 00:20:02.393
I should get Mike Morrison back on here.

00:20:02.692 --> 00:20:03.913
Mike was a full stack web

00:20:03.952 --> 00:20:05.054
developer and then went

00:20:05.074 --> 00:20:06.574
back to get his PhD in...

00:20:07.930 --> 00:20:08.309
I'm going to say

00:20:08.369 --> 00:20:10.309
organizational psychology.

00:20:10.349 --> 00:20:11.530
Don't be mad at me, Mike.

00:20:11.830 --> 00:20:13.451
But what that means is he

00:20:13.471 --> 00:20:14.330
knows how to design

00:20:14.411 --> 00:20:15.550
something like a website,

00:20:16.372 --> 00:20:17.451
understands the physics of

00:20:17.531 --> 00:20:19.011
websites and understands

00:20:19.051 --> 00:20:19.971
the physics of the brain.

00:20:20.112 --> 00:20:21.512
So he understands the thing

00:20:21.532 --> 00:20:22.232
he's putting in front of

00:20:22.252 --> 00:20:23.613
the brain and how the brain works.

00:20:24.073 --> 00:20:24.972
And he's able to say,

00:20:25.252 --> 00:20:26.133
this is how you design

00:20:26.232 --> 00:20:27.713
better because the goal

00:20:28.094 --> 00:20:29.074
isn't to get you to believe

00:20:29.134 --> 00:20:29.953
me or do something.

00:20:29.993 --> 00:20:31.314
The goals get you to understand.

00:20:31.513 --> 00:20:32.315
So he knows how to use

00:20:32.634 --> 00:20:34.275
weapons like visual hierarchy.

00:20:34.934 --> 00:20:36.695
But that goes back into your posts,

00:20:36.757 --> 00:20:37.836
which is we can't change

00:20:37.916 --> 00:20:40.460
font size in maybe a LinkedIn post.

00:20:40.599 --> 00:20:41.079
Okay, cool.

00:20:41.119 --> 00:20:42.300
That physics, everything's even.

00:20:42.540 --> 00:20:43.741
But you can use white space

00:20:43.981 --> 00:20:45.022
and you can space it out

00:20:45.403 --> 00:20:46.585
and you can vary the length

00:20:46.625 --> 00:20:47.786
and size of your paragraphs.

00:20:47.885 --> 00:20:50.047
Things like that trick the

00:20:50.086 --> 00:20:51.307
brain or they scratch the

00:20:51.387 --> 00:20:53.089
itch on the brain to say, read this,

00:20:53.150 --> 00:20:53.549
not that.

00:20:53.829 --> 00:20:54.951
Read this for ten seconds.

00:20:56.172 --> 00:20:57.032
Only read this for five

00:20:57.073 --> 00:20:58.054
because it hurts too much.

00:20:59.126 --> 00:21:01.688
And I think these are copywriting elements,

00:21:01.748 --> 00:21:03.548
whether we're talking visual, you know,

00:21:03.627 --> 00:21:05.847
the old copywriting direct response,

00:21:05.867 --> 00:21:07.608
you see the yellow highlight across.

00:21:07.628 --> 00:21:08.148
Those are brilliant.

00:21:08.169 --> 00:21:10.009
That's going to draw your attention to it.

00:21:11.088 --> 00:21:12.049
Dave, we're both,

00:21:12.109 --> 00:21:12.930
we're all fans of

00:21:12.990 --> 00:21:14.890
copywriting and you go back

00:21:14.930 --> 00:21:16.730
and look at the great sales letters.

00:21:16.770 --> 00:21:18.310
And I think you could learn so much.

00:21:18.770 --> 00:21:20.631
The last thing that I wanted to share here,

00:21:21.211 --> 00:21:21.912
I found it.

00:21:21.991 --> 00:21:24.051
So this is Google Analytics

00:21:24.731 --> 00:21:26.653
last twenty eight days, four weeks.

00:21:26.673 --> 00:21:28.833
This is from the Choose PT First website.

00:21:29.432 --> 00:21:30.493
So you can see we had about

00:21:30.614 --> 00:21:31.914
eight thousand sessions.

00:21:31.994 --> 00:21:32.255
Now,

00:21:33.056 --> 00:21:35.157
my traffic got crushed like a year and

00:21:35.178 --> 00:21:35.817
a half ago.

00:21:36.898 --> 00:21:37.980
I would have been at twenty

00:21:38.000 --> 00:21:39.300
thirty thousand sessions in

00:21:39.340 --> 00:21:40.241
twenty eight days.

00:21:40.281 --> 00:21:41.323
It came way down.

00:21:41.823 --> 00:21:42.824
But it's it's been.

00:21:43.403 --> 00:21:44.365
Oh, did I lose my camera?

00:21:45.992 --> 00:21:47.894
We see your screen share.

00:21:48.134 --> 00:21:48.214
Okay.

00:21:48.234 --> 00:21:49.035
It's been hovering.

00:21:49.355 --> 00:21:49.596
Yeah,

00:21:49.635 --> 00:21:51.817
it's been hovering here for a while now.

00:21:52.397 --> 00:21:53.818
And what I wanted to show

00:21:53.838 --> 00:21:55.299
you was this section.

00:21:55.799 --> 00:21:57.902
So it used to be Google.

00:21:58.382 --> 00:21:58.803
Right now,

00:21:58.843 --> 00:21:59.942
Google is one point eight

00:21:59.982 --> 00:22:01.585
thousand sessions.

00:22:02.164 --> 00:22:03.546
Google used to bring me like

00:22:03.846 --> 00:22:05.267
ten thousand sessions.

00:22:05.386 --> 00:22:06.728
Bing would bring me like six

00:22:06.768 --> 00:22:07.749
hundred sessions.

00:22:08.349 --> 00:22:09.711
Now that's flip flop.

00:22:09.911 --> 00:22:12.732
So Bing is bringing me more than Google.

00:22:13.212 --> 00:22:14.433
Yahoo is close.

00:22:15.173 --> 00:22:17.596
Pinterest, you can see down here, you know,

00:22:18.037 --> 00:22:19.257
you saw on the last screen

00:22:19.297 --> 00:22:20.637
it was a thousand something

00:22:21.138 --> 00:22:21.999
outbound clicks.

00:22:22.078 --> 00:22:23.220
About seven hundred and

00:22:23.240 --> 00:22:25.061
sixty seven of those went

00:22:25.102 --> 00:22:26.383
to this Web site.

00:22:26.962 --> 00:22:28.123
The rest of them either went

00:22:28.143 --> 00:22:29.703
to my total therapy website

00:22:29.844 --> 00:22:31.263
or my YouTube videos.

00:22:31.564 --> 00:22:33.345
DuckDuckGo is picking up.

00:22:33.525 --> 00:22:34.365
So I'm getting like,

00:22:34.765 --> 00:22:37.066
six hundred clicks from DuckDuckGo.

00:22:37.746 --> 00:22:39.145
And then to the right of that,

00:22:39.326 --> 00:22:40.846
you can see like the dry

00:22:40.866 --> 00:22:42.507
needling pros and cons is

00:22:42.547 --> 00:22:44.008
still my main article.

00:22:44.488 --> 00:22:45.667
How to find your Medicare

00:22:45.708 --> 00:22:47.689
number after knee replacement,

00:22:47.888 --> 00:22:49.308
two critical exercises.

00:22:49.368 --> 00:22:52.069
These are all SEO keywords

00:22:52.130 --> 00:22:53.690
chosen straight from Google

00:22:53.710 --> 00:22:55.391
keyword research tool.

00:22:56.471 --> 00:22:57.711
articles written about that

00:22:58.511 --> 00:22:59.472
that continue to bring

00:22:59.512 --> 00:23:00.753
traffic but these are

00:23:00.794 --> 00:23:02.094
things that any therapist

00:23:02.134 --> 00:23:03.535
right now could be doing

00:23:04.336 --> 00:23:05.096
and you know I was

00:23:05.155 --> 00:23:06.576
listening to them talk

00:23:06.596 --> 00:23:09.558
about um hang on a sec

00:23:10.019 --> 00:23:12.141
there we go uh fast versus

00:23:12.181 --> 00:23:13.080
slow what are you guys

00:23:13.101 --> 00:23:15.462
cracking up about uh the

00:23:15.522 --> 00:23:16.462
bottom jimmy's got a

00:23:16.563 --> 00:23:17.604
scrolling breaking news

00:23:17.624 --> 00:23:18.703
jimmy just realized bing is

00:23:18.744 --> 00:23:20.005
still a thing and then also

00:23:20.045 --> 00:23:21.006
david commented

00:23:21.606 --> 00:23:23.288
David commented live, what is Bing?

00:23:23.387 --> 00:23:24.068
So David,

00:23:24.288 --> 00:23:25.650
you might be showing your age if

00:23:25.670 --> 00:23:26.790
you don't know what Bing is.

00:23:27.010 --> 00:23:30.073
Bing is the search engine from Microsoft,

00:23:30.113 --> 00:23:30.333
correct?

00:23:30.472 --> 00:23:30.772
I know.

00:23:30.792 --> 00:23:31.773
I knew what it was, but I was like,

00:23:31.834 --> 00:23:32.374
do we still?

00:23:32.433 --> 00:23:35.435
Is that a thing?

00:23:35.476 --> 00:23:36.676
Bing still accounts for

00:23:36.817 --> 00:23:38.458
billions and billions of

00:23:38.478 --> 00:23:40.579
dollars in profit for Microsoft.

00:23:40.799 --> 00:23:42.701
I don't doubt it.

00:23:43.101 --> 00:23:44.823
It's just not one of my first go-tos,

00:23:44.962 --> 00:23:45.222
right?

00:23:45.777 --> 00:23:46.676
you got to remember

00:23:46.757 --> 00:23:49.018
everybody like of a certain

00:23:49.157 --> 00:23:51.038
age buys a computer comes

00:23:51.078 --> 00:23:52.338
home they don't change

00:23:52.598 --> 00:23:53.720
they're still using edge

00:23:53.759 --> 00:23:54.819
they're still using bing

00:23:54.859 --> 00:23:56.000
because that's the default

00:23:56.060 --> 00:23:57.340
on the computer yeah it's

00:23:57.401 --> 00:23:58.821
wild well this this brings

00:23:58.842 --> 00:23:59.781
up a conversation it might

00:23:59.801 --> 00:24:00.882
be an entire episode which

00:24:00.942 --> 00:24:02.202
is at what point

00:24:03.479 --> 00:24:06.319
at what point do we stop

00:24:06.359 --> 00:24:07.601
Googling something and we just,

00:24:07.721 --> 00:24:10.721
we ask ChatGPT, we ask AI for the answer,

00:24:10.922 --> 00:24:11.162
right?

00:24:11.182 --> 00:24:13.063
Because I remember when, you know,

00:24:13.103 --> 00:24:15.304
maybe a year ago, a little less,

00:24:15.463 --> 00:24:16.804
I was reached out to by a

00:24:16.864 --> 00:24:18.285
PT at a pretty big

00:24:18.325 --> 00:24:19.704
organization and he goes, hey man,

00:24:20.085 --> 00:24:20.885
how do I make sure that

00:24:20.925 --> 00:24:22.145
like when someone asks a question,

00:24:22.665 --> 00:24:25.166
AI suggests my practice as

00:24:25.207 --> 00:24:26.667
the answer or PT in general

00:24:26.807 --> 00:24:27.968
as the answer for this question?

00:24:28.269 --> 00:24:28.648
And I said,

00:24:29.429 --> 00:24:30.589
It just needs to be the truth.

00:24:30.789 --> 00:24:30.971
Like,

00:24:31.010 --> 00:24:32.912
that's the idea or like that AI's

00:24:32.972 --> 00:24:33.893
version of the truth.

00:24:33.973 --> 00:24:34.114
Right.

00:24:34.134 --> 00:24:34.693
If you want to get into

00:24:34.733 --> 00:24:35.654
large language models.

00:24:36.096 --> 00:24:37.737
So it's going to be the

00:24:37.777 --> 00:24:38.978
default search engine,

00:24:39.219 --> 00:24:40.339
which is in the search engine.

00:24:40.380 --> 00:24:42.141
So how does SEO like

00:24:42.201 --> 00:24:43.962
completely go away or does

00:24:44.022 --> 00:24:45.565
it fade into oblivion at that point?

00:24:46.380 --> 00:24:47.780
Well, let's talk about it for a minute.

00:24:47.901 --> 00:24:49.501
How are you guys using,

00:24:50.321 --> 00:24:51.583
I'm gonna say different

00:24:51.603 --> 00:24:52.643
tools differently.

00:24:53.223 --> 00:24:53.864
This morning,

00:24:54.544 --> 00:24:57.445
my son's doing a homework

00:24:57.465 --> 00:24:58.926
assignment and it was

00:24:59.007 --> 00:25:00.027
asking about kinetic and

00:25:00.067 --> 00:25:00.928
potential energy.

00:25:01.637 --> 00:25:02.979
And like, I kind of remember it,

00:25:03.538 --> 00:25:05.799
but my wife, he had the sheet,

00:25:05.839 --> 00:25:06.701
he had the questions,

00:25:06.780 --> 00:25:08.201
it showed a chart and it was like,

00:25:08.241 --> 00:25:09.823
which one has more potential energy?

00:25:10.643 --> 00:25:12.463
My first response is to snap

00:25:12.523 --> 00:25:15.105
a picture of the sheet, the ditto,

00:25:15.246 --> 00:25:17.586
if you guys remember that, snap a picture,

00:25:17.686 --> 00:25:19.909
put it into chat GPT-FORO and say,

00:25:20.328 --> 00:25:21.630
answer these questions for me.

00:25:22.951 --> 00:25:24.932
My wife's first response was

00:25:24.952 --> 00:25:27.075
to go to group me and ask

00:25:27.095 --> 00:25:28.615
her brothers and sisters

00:25:28.996 --> 00:25:32.279
who are science-based professions,

00:25:32.819 --> 00:25:35.182
answer these questions for me.

00:25:35.221 --> 00:25:36.683
Twenty years ago, ten years ago,

00:25:37.203 --> 00:25:39.346
I might have gone into Google and said,

00:25:39.767 --> 00:25:40.467
what's the difference

00:25:40.507 --> 00:25:42.209
between kinetic and potential energy?

00:25:42.269 --> 00:25:43.710
How are you guys using these

00:25:43.769 --> 00:25:44.510
tools differently?

00:25:45.092 --> 00:25:46.292
I'm going to AI right now.

00:25:49.003 --> 00:25:50.965
But you're not going to AI to be like,

00:25:51.425 --> 00:25:53.008
is Office Depot open or

00:25:53.067 --> 00:25:53.909
what are the hours?

00:25:54.049 --> 00:25:54.309
No, no, no.

00:25:54.710 --> 00:25:55.852
I go to Maps for that.

00:25:55.932 --> 00:25:57.272
If I'm like, is this closing?

00:25:57.814 --> 00:25:58.414
How do I get there?

00:25:58.434 --> 00:25:59.075
It's Maps.

00:25:59.296 --> 00:26:00.217
I actually don't even Google

00:26:00.237 --> 00:26:00.958
things like that.

00:26:01.858 --> 00:26:02.479
For me, it's Maps.

00:26:02.499 --> 00:26:03.400
They have the hours,

00:26:03.440 --> 00:26:04.622
but that's also an extension.

00:26:04.942 --> 00:26:05.843
If I go to Google Maps,

00:26:05.883 --> 00:26:06.864
it's an extension of Google.

00:26:07.464 --> 00:26:07.664
Yeah.

00:26:08.326 --> 00:26:09.086
No,

00:26:09.287 --> 00:26:11.490
there's a difference between I want

00:26:11.529 --> 00:26:12.230
information.

00:26:12.250 --> 00:26:13.010
You're going to go to Google.

00:26:13.131 --> 00:26:14.333
I want to find out what are

00:26:14.353 --> 00:26:15.493
the reviews of this place?

00:26:15.614 --> 00:26:16.755
What's the directions?

00:26:17.115 --> 00:26:18.917
Are they open on this holiday or not?

00:26:19.417 --> 00:26:21.421
I want to find out like what's their menu,

00:26:21.800 --> 00:26:22.481
things like that.

00:26:23.021 --> 00:26:24.042
Um,

00:26:24.063 --> 00:26:26.226
now more and more using chat GBT as

00:26:26.286 --> 00:26:27.346
like shortcuts, right?

00:26:27.386 --> 00:26:28.607
So like, um,

00:26:29.189 --> 00:26:29.588
I,

00:26:29.608 --> 00:26:31.849
we had a family that we've had as a

00:26:31.890 --> 00:26:33.190
client for years and they

00:26:33.230 --> 00:26:35.530
wanted some letter, uh,

00:26:35.750 --> 00:26:36.991
kind of like a progress report,

00:26:37.251 --> 00:26:38.132
but like I,

00:26:38.271 --> 00:26:39.353
I took the therapist progress

00:26:39.393 --> 00:26:40.593
report and I put it in a

00:26:40.633 --> 00:26:41.993
chat GPT and to make it

00:26:42.034 --> 00:26:42.973
even better because the

00:26:43.034 --> 00:26:46.734
family wants to show some either, uh,

00:26:47.015 --> 00:26:48.455
plateau or regression of

00:26:48.496 --> 00:26:49.395
the patient's condition so

00:26:49.476 --> 00:26:50.757
that they qualify for more

00:26:50.797 --> 00:26:52.537
like CNA home health aid

00:26:53.018 --> 00:26:54.097
type of help through the

00:26:54.178 --> 00:26:55.357
insurance company or whatever,

00:26:55.397 --> 00:26:56.479
whatever insurance company.

00:26:56.499 --> 00:26:56.858
Yeah.

00:26:57.318 --> 00:26:58.960
So I actually use chat GBT for that.

00:26:59.839 --> 00:27:01.259
I'm using chat GBT when I'm

00:27:01.279 --> 00:27:02.500
looking for like a solution,

00:27:02.520 --> 00:27:03.721
when I'm looking for shortcuts,

00:27:03.740 --> 00:27:05.961
when I'm looking for some

00:27:06.481 --> 00:27:07.542
information that I can't

00:27:07.762 --> 00:27:08.903
recall or I don't know,

00:27:08.942 --> 00:27:10.263
but I'm looking for an output.

00:27:10.304 --> 00:27:11.183
I'm looking for like a

00:27:11.263 --> 00:27:13.204
deliverable as opposed to like,

00:27:13.224 --> 00:27:13.664
I'm going to use,

00:27:13.684 --> 00:27:15.605
I'm going to use Google to like,

00:27:17.046 --> 00:27:17.385
what about,

00:27:17.586 --> 00:27:18.846
I need information for this thing.

00:27:18.946 --> 00:27:19.227
X, Y, Z.

00:27:21.128 --> 00:27:22.269
I just text Jimmy.

00:27:22.569 --> 00:27:23.330
Okay, I'll do that.

00:27:23.671 --> 00:27:23.810
Yeah,

00:27:23.830 --> 00:27:26.251
because I can't do it because my GPT

00:27:26.271 --> 00:27:27.512
has been trained on it already.

00:27:27.532 --> 00:27:28.753
All right, so read it to me.

00:27:29.493 --> 00:27:29.914
Who are...

00:27:31.001 --> 00:27:31.702
I would just say,

00:27:31.883 --> 00:27:32.883
who are the physical

00:27:32.903 --> 00:27:35.005
therapists in Middletown, Ohio?

00:27:35.204 --> 00:27:35.984
I don't even know what the

00:27:36.025 --> 00:27:37.105
question to ask is,

00:27:37.125 --> 00:27:39.227
but let's go with that question.

00:27:39.747 --> 00:27:40.887
Got it.

00:27:40.928 --> 00:27:43.970
I know when people are searching Bing,

00:27:46.070 --> 00:27:48.413
whatever they're using,

00:27:48.472 --> 00:27:50.453
their AI will come up with

00:27:50.513 --> 00:27:52.154
references to my Choose PT

00:27:52.174 --> 00:27:53.516
First articles at times.

00:27:53.675 --> 00:27:54.797
Well, I got good news, Tony.

00:27:55.196 --> 00:27:56.057
You're on the podium.

00:27:56.637 --> 00:27:57.958
I didn't use this map quest.

00:27:57.998 --> 00:27:58.499
Thanks, bro.

00:27:59.019 --> 00:28:00.759
Dr. Mike Pascoe, shout out.

00:28:01.580 --> 00:28:02.882
So, Tony, you're in the top three.

00:28:02.922 --> 00:28:05.443
Brad Williams, Sturgis,

00:28:05.503 --> 00:28:07.846
Total Therapy Solutions, and Athletico.

00:28:07.865 --> 00:28:08.686
Okay.

00:28:08.807 --> 00:28:09.748
I think the thing is, like,

00:28:10.248 --> 00:28:12.250
how does it get this information, right?

00:28:12.450 --> 00:28:13.130
And we're like, well,

00:28:13.150 --> 00:28:13.990
it's a large language model.

00:28:14.010 --> 00:28:14.892
I'm like, yes, yes, yes.

00:28:15.112 --> 00:28:16.212
I don't understand that,

00:28:16.252 --> 00:28:17.034
but I understand those words.

00:28:17.794 --> 00:28:18.934
So how are you getting this right?

00:28:18.954 --> 00:28:20.675
Is it going out and searching right now?

00:28:20.756 --> 00:28:21.556
Is it still is it

00:28:21.596 --> 00:28:23.798
piggybacking on already

00:28:23.837 --> 00:28:26.618
known platforms that utilize SEO?

00:28:26.739 --> 00:28:27.880
It must at this point.

00:28:27.900 --> 00:28:28.820
There's no way that someone

00:28:28.840 --> 00:28:30.080
has uploaded all physical

00:28:30.141 --> 00:28:31.102
therapists in Middletown,

00:28:31.162 --> 00:28:32.423
Ohio as an option.

00:28:32.442 --> 00:28:32.482
No,

00:28:32.603 --> 00:28:34.463
it's read the Internet like it's got

00:28:34.544 --> 00:28:35.944
access to the Internet up

00:28:35.964 --> 00:28:37.086
to a specific date.

00:28:37.165 --> 00:28:39.086
I think in two thousand twenty four now,

00:28:40.326 --> 00:28:42.128
I don't remember what the exact date is.

00:28:42.169 --> 00:28:42.749
And then, of course,

00:28:42.769 --> 00:28:44.170
there are GPs that can

00:28:44.210 --> 00:28:46.111
browse the Internet in real time.

00:28:47.421 --> 00:28:49.503
but it is trained on the entire internet.

00:28:50.144 --> 00:28:51.185
Complete sidebar.

00:28:52.126 --> 00:28:53.949
Is this Brad William Sturgis?

00:28:54.189 --> 00:28:54.970
Is that the PT that

00:28:55.009 --> 00:28:56.192
previously left you or he's

00:28:56.231 --> 00:28:56.932
totally independent?

00:28:57.412 --> 00:28:57.612
No.

00:28:57.692 --> 00:28:59.513
So when we first came to the town,

00:28:59.733 --> 00:29:00.996
there were a group of three

00:29:01.036 --> 00:29:03.637
PTs that were co-owners of

00:29:03.657 --> 00:29:05.579
a practice of a business.

00:29:06.141 --> 00:29:07.461
He was one of the three.

00:29:07.521 --> 00:29:10.365
They has sold to Athletico

00:29:10.684 --> 00:29:12.006
way back a long time ago.

00:29:12.626 --> 00:29:13.448
But then he went into

00:29:13.488 --> 00:29:14.788
private practice for himself.

00:29:14.828 --> 00:29:16.750
So he's a local PT that's

00:29:16.790 --> 00:29:17.511
still working here.

00:29:18.318 --> 00:29:19.319
Burn, Tony.

00:29:19.400 --> 00:29:20.681
I then asked which one was the best.

00:29:20.721 --> 00:29:21.842
If I've had a knee replacement,

00:29:21.882 --> 00:29:22.521
I went right down the

00:29:22.541 --> 00:29:24.763
middle and you came in second.

00:29:25.625 --> 00:29:26.545
No way.

00:29:27.026 --> 00:29:29.227
See, you can't rely on everything.

00:29:29.268 --> 00:29:30.268
You can't rely on everything,

00:29:30.347 --> 00:29:31.288
ChatGBT says.

00:29:32.029 --> 00:29:33.270
Highly personalized care.

00:29:34.672 --> 00:29:35.571
Tony's experience in

00:29:35.592 --> 00:29:36.573
treating a variety of

00:29:36.613 --> 00:29:37.374
orthopedic conditions,

00:29:37.493 --> 00:29:38.555
including joint replacements.

00:29:39.576 --> 00:29:40.896
So I do think...

00:29:44.642 --> 00:29:46.942
I do think we need to, you know,

00:29:47.182 --> 00:29:48.682
SEO continues to evolve.

00:29:48.722 --> 00:29:50.804
I think it was Mike who said this as well.

00:29:51.884 --> 00:29:53.005
Just like, you know,

00:29:53.325 --> 00:29:55.486
we have got so much history

00:29:55.546 --> 00:29:57.807
of SEO optimization for

00:29:58.067 --> 00:29:59.346
Google specifically.

00:30:00.067 --> 00:30:01.607
I think we also need to

00:30:01.948 --> 00:30:03.288
start learning SEO

00:30:03.328 --> 00:30:05.849
strategies for these AI models.

00:30:07.069 --> 00:30:09.030
How do I get in the AI model?

00:30:09.750 --> 00:30:12.332
How do I show up as an expert?

00:30:13.031 --> 00:30:14.453
I would imagine part of that

00:30:14.513 --> 00:30:17.056
is going to be a multi-front approach.

00:30:17.135 --> 00:30:18.998
We're on Google, we're on YouTube,

00:30:19.018 --> 00:30:19.898
we're on Instagram,

00:30:19.939 --> 00:30:20.920
we're on LinkedIn and

00:30:20.960 --> 00:30:22.721
Facebook and all of these places.

00:30:23.843 --> 00:30:25.484
We establish our, you know,

00:30:25.704 --> 00:30:28.647
I link everything to my state license.

00:30:29.348 --> 00:30:30.410
I link everything to my

00:30:30.490 --> 00:30:32.352
Medicare listing on the

00:30:32.372 --> 00:30:33.373
Medicare directory.

00:30:34.012 --> 00:30:37.596
I have multiple verifications to confirm.

00:30:37.936 --> 00:30:41.740
If nothing else, I am a licensed, Dave,

00:30:41.859 --> 00:30:43.161
a licensed physical

00:30:43.221 --> 00:30:45.623
therapist here in Middletown, Ohio.

00:30:46.124 --> 00:30:47.464
I am going to leverage that

00:30:47.505 --> 00:30:49.846
licensure for any value I

00:30:49.866 --> 00:30:50.948
can squeeze out of it.

00:30:50.968 --> 00:30:51.167
Sure.

00:30:51.387 --> 00:30:52.567
And this would be one, you know,

00:30:52.607 --> 00:30:53.588
these are these are third

00:30:53.628 --> 00:30:55.569
party verification sources

00:30:55.630 --> 00:30:57.150
that a large language model

00:30:57.289 --> 00:30:59.830
or Google or anybody can verify, OK,

00:30:59.851 --> 00:31:02.172
at least this name is

00:31:02.392 --> 00:31:06.054
associated with this license number.

00:31:06.114 --> 00:31:07.614
Yeah, when in doubt,

00:31:07.653 --> 00:31:08.634
going back to Tony's like,

00:31:08.653 --> 00:31:09.255
how do you use it?

00:31:09.295 --> 00:31:10.355
How will we use it in the future?

00:31:10.875 --> 00:31:12.415
Here is something I've known to be true.

00:31:13.682 --> 00:31:15.483
Two TV shows have always gotten it right.

00:31:15.804 --> 00:31:16.644
When you want to know what's

00:31:16.804 --> 00:31:17.584
going to happen in the

00:31:17.624 --> 00:31:19.825
future in terms of big events,

00:31:20.085 --> 00:31:20.924
watch The Simpsons.

00:31:20.944 --> 00:31:22.005
I don't know how,

00:31:22.204 --> 00:31:23.846
but they have everything on lock, right?

00:31:24.205 --> 00:31:25.566
Number two, in terms of science,

00:31:25.605 --> 00:31:26.826
technology, and how we use stuff,

00:31:27.307 --> 00:31:28.386
this is exactly how you're

00:31:28.406 --> 00:31:29.186
going to interact with your

00:31:29.207 --> 00:31:30.288
computer in a couple of years.

00:31:30.327 --> 00:31:31.748
And if you're not watching a live stream,

00:31:32.208 --> 00:31:32.988
I have Star Trek.

00:31:33.008 --> 00:31:34.189
This is showing my dorkiness.

00:31:34.348 --> 00:31:35.328
Do I use MapQuest?

00:31:35.868 --> 00:31:36.229
Not really,

00:31:36.269 --> 00:31:38.109
but I do quote Star Trek The

00:31:38.130 --> 00:31:38.789
Next Generation.

00:31:39.430 --> 00:31:40.672
And it's data, right?

00:31:40.771 --> 00:31:44.916
Data is just, he's walking chat GPT,

00:31:44.957 --> 00:31:47.199
large language model personified, right?

00:31:47.259 --> 00:31:48.601
I mean,

00:31:48.621 --> 00:31:50.002
I'm just waiting to be beamed somewhere.

00:31:50.022 --> 00:31:51.845
That's the only thing we haven't done yet.

00:31:52.846 --> 00:31:55.409
So another great question from Mike is,

00:31:55.469 --> 00:31:57.410
you know, what models are you using?

00:31:57.450 --> 00:31:59.592
Like I've researched Notebook LM.

00:32:00.112 --> 00:32:01.593
I've watched the podcast.

00:32:01.732 --> 00:32:03.674
I've watched a video

00:32:03.714 --> 00:32:04.736
yesterday talking about

00:32:04.776 --> 00:32:06.977
like ten use cases for

00:32:07.116 --> 00:32:08.478
Notebook LM in your business.

00:32:08.577 --> 00:32:09.878
I have not used it.

00:32:11.019 --> 00:32:14.082
I'm primarily in the world of OpenAI,

00:32:14.221 --> 00:32:15.462
ChatGPT, Foro.

00:32:15.903 --> 00:32:16.784
I do a little bit with

00:32:16.824 --> 00:32:18.925
Gemini and I do a little bit with BART.

00:32:19.526 --> 00:32:20.626
And if one thing doesn't

00:32:20.646 --> 00:32:21.768
work on one platform,

00:32:21.807 --> 00:32:22.949
I try to go to another and

00:32:22.969 --> 00:32:24.069
see if I can get it to work.

00:32:24.170 --> 00:32:25.371
But what about you guys?

00:32:25.391 --> 00:32:26.332
Yeah,

00:32:26.951 --> 00:32:28.933
Sturdy McKee sent me something that

00:32:28.973 --> 00:32:31.076
he created on Notebook LM.

00:32:31.195 --> 00:32:34.057
It was a podcast episode of

00:32:34.178 --> 00:32:35.680
it sounded like two real hosts.

00:32:35.819 --> 00:32:37.201
It was a man and a woman,

00:32:37.361 --> 00:32:39.722
two voices talking about a

00:32:39.782 --> 00:32:41.263
blog post that Sturdy

00:32:41.403 --> 00:32:43.746
uploaded into whatever a notebook LM.

00:32:43.826 --> 00:32:45.248
I haven't even tried it yet.

00:32:46.454 --> 00:32:48.336
these two fake voices,

00:32:48.356 --> 00:32:49.857
these two individuals were talking,

00:32:49.958 --> 00:32:50.238
you know,

00:32:50.417 --> 00:32:52.159
they're like talking about Sturdy McKee,

00:32:52.199 --> 00:32:53.599
like as if it was like a

00:32:53.740 --> 00:32:56.663
news clip and they're like, you know, he,

00:32:56.702 --> 00:32:57.502
he brought up this and he

00:32:57.522 --> 00:32:58.463
brought up this and then, you know,

00:32:58.523 --> 00:33:00.065
he states this and yeah.

00:33:00.144 --> 00:33:00.365
Oh yeah.

00:33:00.384 --> 00:33:01.046
That makes sense.

00:33:01.086 --> 00:33:01.826
Or this, that,

00:33:01.865 --> 00:33:02.846
and they're talking about a

00:33:02.866 --> 00:33:04.968
blog post that Sturdy uploaded about,

00:33:05.169 --> 00:33:05.729
you know,

00:33:05.769 --> 00:33:06.930
physical therapy practice

00:33:06.990 --> 00:33:07.750
ownership or whatever.

00:33:08.990 --> 00:33:10.972
I was extremely blown away.

00:33:11.053 --> 00:33:13.815
It sounded like two real organic things.

00:33:14.692 --> 00:33:16.673
authentic humans talking.

00:33:17.734 --> 00:33:19.695
However, I said to Sturdy,

00:33:21.277 --> 00:33:22.278
this is great and all.

00:33:23.077 --> 00:33:24.179
You could upload it as a

00:33:24.239 --> 00:33:26.160
podcast episode onto iTunes

00:33:26.200 --> 00:33:27.060
or Spotify or whatever.

00:33:28.615 --> 00:33:30.596
But it's not going to recreate this,

00:33:30.635 --> 00:33:30.996
folks.

00:33:31.717 --> 00:33:32.717
It's not going to recreate

00:33:32.757 --> 00:33:33.897
this because you can't get

00:33:33.917 --> 00:33:36.138
those fake voices on video right now,

00:33:36.480 --> 00:33:37.099
as far as I know.

00:33:37.539 --> 00:33:40.541
And until we can,

00:33:41.423 --> 00:33:42.343
it's going to look choppy.

00:33:42.423 --> 00:33:45.204
It's going to look robotic.

00:33:45.765 --> 00:33:47.105
I've seen the different tools out there.

00:33:47.925 --> 00:33:50.228
In October, it will.

00:33:51.449 --> 00:33:52.529
if we can replace ourselves

00:33:52.549 --> 00:33:53.290
and I'll just sleep in,

00:33:53.351 --> 00:33:54.751
I don't have to show up here anymore.

00:33:54.832 --> 00:33:57.032
I could just have Dave Kittle, you know,

00:33:57.292 --> 00:33:59.654
bot come in and he'll talk

00:33:59.694 --> 00:34:00.135
about whatever.

00:34:00.155 --> 00:34:01.096
I don't know what I'll talk about.

00:34:01.256 --> 00:34:02.017
No, no.

00:34:02.037 --> 00:34:03.837
So yes, the video right now will be weird.

00:34:03.857 --> 00:34:04.838
We'll have six fingers and

00:34:04.858 --> 00:34:05.839
everything in October, twenty,

00:34:05.859 --> 00:34:06.940
twenty four and October, twenty,

00:34:06.960 --> 00:34:07.621
twenty five.

00:34:08.822 --> 00:34:09.021
It would,

00:34:09.161 --> 00:34:10.503
it would hurt your head to just

00:34:10.583 --> 00:34:12.043
wake up in October, twenty, twenty five.

00:34:12.164 --> 00:34:13.244
I think like we are moving.

00:34:13.264 --> 00:34:13.925
I don't think so.

00:34:13.945 --> 00:34:15.606
I don't think so.

00:34:15.646 --> 00:34:16.126
It's not going to,

00:34:16.206 --> 00:34:16.967
it's not going to recreate

00:34:17.047 --> 00:34:18.489
us doing this thing.

00:34:18.528 --> 00:34:18.889
I don't think so.

00:34:18.909 --> 00:34:20.070
Yeah, no.

00:34:21.061 --> 00:34:21.902
I don't think it'll recreate,

00:34:21.922 --> 00:34:23.105
but I think whatever it is,

00:34:23.125 --> 00:34:24.126
wherever the puck goes,

00:34:24.547 --> 00:34:25.427
it's going to be like,

00:34:25.489 --> 00:34:27.851
it would be difficult to jump to that,

00:34:28.313 --> 00:34:30.898
to use the Steven Johnson quote,

00:34:31.438 --> 00:34:32.619
the adjacent possible,

00:34:32.760 --> 00:34:34.402
like everything makes sense.

00:34:35.458 --> 00:34:36.518
because of the steps you

00:34:36.557 --> 00:34:37.418
took to get there.

00:34:37.438 --> 00:34:38.358
That's why like somebody

00:34:38.398 --> 00:34:39.298
waking up from a coma

00:34:39.318 --> 00:34:40.599
movies are always so crazy.

00:34:40.619 --> 00:34:42.300
It's like, well, yeah, this is, you know,

00:34:42.320 --> 00:34:44.340
remember demolition, man.

00:34:44.380 --> 00:34:45.079
He was like, this is how we,

00:34:45.400 --> 00:34:46.900
this is the three seashells

00:34:46.920 --> 00:34:48.081
and how we wipe our butts.

00:34:48.601 --> 00:34:48.940
That was like,

00:34:49.061 --> 00:34:50.221
what is the three seashells?

00:34:50.260 --> 00:34:51.161
What are you talking about?

00:34:51.981 --> 00:34:54.623
It's, it's, it's, it's odd, but like the,

00:34:54.643 --> 00:34:54.742
the,

00:34:54.762 --> 00:34:55.902
the version in twenty twenty four

00:34:55.922 --> 00:34:56.523
right now that we do

00:34:56.583 --> 00:34:58.583
digitally recreate ourself

00:34:58.603 --> 00:35:00.244
is Dave and I talk and Tony

00:35:00.264 --> 00:35:01.864
with Tony for an hour and

00:35:01.884 --> 00:35:03.045
then we go away and people

00:35:03.085 --> 00:35:04.264
watch it for days and weeks

00:35:04.284 --> 00:35:04.905
and months later.

00:35:06.048 --> 00:35:07.472
But you're talking about the

00:35:08.134 --> 00:35:08.875
origin of that.

00:35:09.315 --> 00:35:09.697
I don't know.

00:35:10.518 --> 00:35:12.684
So if you guys haven't checked out Hey Jen,

00:35:13.045 --> 00:35:14.188
one word, Hey Jen.

00:35:14.327 --> 00:35:14.507
Hey Jen.

00:35:15.472 --> 00:35:16.291
Go check it out.

00:35:16.371 --> 00:35:17.092
It's incredible.

00:35:17.132 --> 00:35:18.873
That's kind of the leader right now,

00:35:18.914 --> 00:35:19.673
as far as I know,

00:35:19.713 --> 00:35:24.175
in the space of taking audio or text,

00:35:24.356 --> 00:35:25.777
turning it into video.

00:35:26.336 --> 00:35:28.378
You can upload your own video.

00:35:28.458 --> 00:35:30.358
So you take a video clip of yourself.

00:35:30.398 --> 00:35:31.019
I don't know how many

00:35:31.059 --> 00:35:31.980
minutes it needs to be,

00:35:32.000 --> 00:35:33.780
and then it will model you.

00:35:35.382 --> 00:35:36.202
It is phenomenal.

00:35:36.302 --> 00:35:37.282
It is incredible.

00:35:37.382 --> 00:35:38.682
Now, to Dave's point, yes,

00:35:39.204 --> 00:35:41.164
you still can just barely

00:35:41.204 --> 00:35:43.565
tell that it's not quite there.

00:35:44.505 --> 00:35:46.065
But man, things are going so fast.

00:35:46.106 --> 00:35:47.728
The end of two thousand twenty five.

00:35:48.027 --> 00:35:49.168
There is no chance you're

00:35:49.208 --> 00:35:49.989
not going to be able to

00:35:50.030 --> 00:35:51.951
tell the difference in flexion,

00:35:51.992 --> 00:35:55.173
tone of voice, jokes like skin tone,

00:35:55.655 --> 00:35:56.594
not shaving.

00:35:56.775 --> 00:35:58.416
All of that stuff is going to be there.

00:35:59.577 --> 00:36:00.858
So now the question is, well,

00:36:01.018 --> 00:36:02.481
how do we use this?

00:36:03.021 --> 00:36:04.320
to you know take the

00:36:04.360 --> 00:36:05.902
profession forward like can

00:36:06.101 --> 00:36:08.762
I create an avatar um we

00:36:08.802 --> 00:36:10.123
already know proven

00:36:10.242 --> 00:36:11.623
scientifically objective

00:36:11.664 --> 00:36:13.503
measures like ai is more

00:36:13.864 --> 00:36:15.985
empathetic to patients than

00:36:16.065 --> 00:36:17.666
human healthcare providers

00:36:18.045 --> 00:36:20.346
no doubt so it's like can I

00:36:20.385 --> 00:36:23.706
create an army of ai agents

00:36:23.907 --> 00:36:25.148
that are built on me

00:36:25.927 --> 00:36:28.449
use my content, use my terminology,

00:36:28.588 --> 00:36:29.768
use my personality,

00:36:30.268 --> 00:36:33.570
but have an infinite level of empathy.

00:36:33.949 --> 00:36:34.730
Because I don't have an

00:36:34.811 --> 00:36:35.990
infinite level of empathy.

00:36:36.050 --> 00:36:37.590
My empathy meter is running

00:36:37.690 --> 00:36:39.572
really low a lot of these days.

00:36:40.192 --> 00:36:41.931
And so I think we can,

00:36:41.952 --> 00:36:43.132
and I think it can answer

00:36:43.193 --> 00:36:44.353
questions the same way we

00:36:44.373 --> 00:36:45.393
would answer questions.

00:36:45.452 --> 00:36:47.074
It could reference millions

00:36:47.114 --> 00:36:49.153
and millions of cases of

00:36:49.253 --> 00:36:50.474
patients that I've never seen.

00:36:51.195 --> 00:36:52.815
but like it is just going to

00:36:52.835 --> 00:36:54.697
be incredible and what it can do.

00:36:55.416 --> 00:36:59.619
What are you guys thinking?

00:36:59.699 --> 00:37:02.840
I really, if it can replace humans in us,

00:37:02.900 --> 00:37:04.541
then I get to go do what

00:37:04.561 --> 00:37:05.561
Tony used to do at this time,

00:37:05.581 --> 00:37:06.643
which is go run and jog.

00:37:06.663 --> 00:37:07.623
And then I don't have to show up.

00:37:08.503 --> 00:37:10.425
Then I can have a virtual

00:37:10.465 --> 00:37:12.405
person speak to the,

00:37:12.686 --> 00:37:14.666
the most challenging picky

00:37:14.706 --> 00:37:15.606
New Yorkers when they're

00:37:15.666 --> 00:37:16.827
looking to find an in-home

00:37:16.867 --> 00:37:17.847
physical therapy practice.

00:37:18.909 --> 00:37:18.929
I,

00:37:20.333 --> 00:37:21.012
I don't know if we're ever

00:37:21.112 --> 00:37:21.672
going to get there.

00:37:22.233 --> 00:37:23.634
I know that the tools look promising.

00:37:24.193 --> 00:37:25.315
It's easy to make predictions.

00:37:25.795 --> 00:37:28.556
Years ago, Gary Vee said, Alexa,

00:37:29.016 --> 00:37:30.135
Alexa is the thing.

00:37:30.356 --> 00:37:31.297
People are no longer going

00:37:31.317 --> 00:37:32.217
to be Googling anymore.

00:37:32.257 --> 00:37:33.456
People are going to say, Alexa,

00:37:33.476 --> 00:37:36.438
what's the best physical

00:37:36.458 --> 00:37:39.179
therapy place in my town?

00:37:39.960 --> 00:37:40.780
Guess what happened?

00:37:41.989 --> 00:37:43.309
Gary Vee has been right

00:37:43.349 --> 00:37:44.331
about a lot of things.

00:37:45.032 --> 00:37:46.753
He's been dead wrong about

00:37:46.793 --> 00:37:47.934
Alexa because guess what we

00:37:47.974 --> 00:37:48.655
use Alexa for?

00:37:49.195 --> 00:37:50.536
He didn't say when, though.

00:37:50.576 --> 00:37:51.297
What's the weather?

00:37:53.297 --> 00:37:54.840
Set this timer or an alarm

00:37:54.860 --> 00:37:56.260
because we have to cook

00:37:56.501 --> 00:37:59.744
pizza or a timer for our laundry.

00:38:00.023 --> 00:38:02.146
We literally use Alexa at

00:38:02.186 --> 00:38:03.367
the most basic level.

00:38:03.686 --> 00:38:05.007
It never solved anything

00:38:05.128 --> 00:38:05.889
with voice search.

00:38:07.704 --> 00:38:09.666
I would say I agree with Jimmy.

00:38:10.847 --> 00:38:12.347
It's a when question.

00:38:12.907 --> 00:38:15.028
It hasn't gotten there yet.

00:38:15.528 --> 00:38:18.391
You and I, Dave, we remember Rob Bining.

00:38:18.710 --> 00:38:20.472
He was ten years ahead of

00:38:20.512 --> 00:38:21.931
the curve on telehealth.

00:38:22.213 --> 00:38:23.632
Telehealth still isn't where

00:38:23.672 --> 00:38:24.434
it needs to be.

00:38:25.153 --> 00:38:28.014
But he was just way ahead of his time.

00:38:28.195 --> 00:38:30.036
Now the technology has caught up.

00:38:30.576 --> 00:38:32.577
Now we can see hugely

00:38:32.617 --> 00:38:33.818
successful practices

00:38:33.898 --> 00:38:35.998
building what Rob had seen

00:38:36.097 --> 00:38:37.838
in the future a decade ago.

00:38:38.980 --> 00:38:41.740
Talking about biases in AI, yeah,

00:38:41.780 --> 00:38:43.201
but there are biases in us.

00:38:43.581 --> 00:38:44.961
We have tons of bias.

00:38:45.342 --> 00:38:46.483
I think you could probably

00:38:46.523 --> 00:38:48.523
manage it better in AI than

00:38:48.543 --> 00:38:49.364
you could in the human.

00:38:50.153 --> 00:38:50.353
Right.

00:38:51.675 --> 00:38:52.536
In terms of predictions,

00:38:53.817 --> 00:38:55.559
there was a Hulk movie in the seventies.

00:38:55.659 --> 00:38:56.760
There was a Thor movie in

00:38:56.800 --> 00:38:58.782
the seventies and they were garbage.

00:38:58.802 --> 00:38:59.181
I mean,

00:38:59.202 --> 00:39:00.842
it was literally Lou Ferrigno

00:39:00.922 --> 00:39:01.664
painted green.

00:39:02.143 --> 00:39:02.824
And as soon as the

00:39:02.885 --> 00:39:06.507
technology caught up with the human story,

00:39:06.527 --> 00:39:08.010
the human thing, the human need,

00:39:08.550 --> 00:39:09.971
That's when stuff got wild.

00:39:10.070 --> 00:39:10.711
Like that's when stuff.

00:39:10.751 --> 00:39:14.014
So here's the thing right now, AI or sorry,

00:39:14.173 --> 00:39:15.735
voice is solving the bottom

00:39:15.775 --> 00:39:17.755
of Maslow's hierarchy of needs, right?

00:39:17.976 --> 00:39:19.117
Like functional,

00:39:19.157 --> 00:39:20.619
it says physiological needs there,

00:39:20.838 --> 00:39:23.179
but it's functional set this timer,

00:39:23.561 --> 00:39:25.081
you know, maybe you can do like,

00:39:25.141 --> 00:39:26.362
what time does this thing close?

00:39:26.382 --> 00:39:27.382
But it's still not good.

00:39:27.563 --> 00:39:28.844
I even try to find my podcast,

00:39:28.864 --> 00:39:29.844
which I know is on there to

00:39:29.864 --> 00:39:30.945
see if people can ask for it.

00:39:31.286 --> 00:39:32.666
And I can't, it's clunky.

00:39:33.027 --> 00:39:34.068
It's going to speed up.

00:39:34.128 --> 00:39:34.447
It's good.

00:39:34.467 --> 00:39:35.268
Are you guys familiar?

00:39:35.289 --> 00:39:35.409
Yeah.

00:39:36.175 --> 00:39:37.215
Are you guys familiar with

00:39:37.275 --> 00:39:38.456
Fermi's Paradox?

00:39:39.536 --> 00:39:40.076
Is that a thing where

00:39:40.115 --> 00:39:41.836
computer power doubles every six months?

00:39:41.976 --> 00:39:44.998
No, that's... That's Moore's Law, I think.

00:39:45.057 --> 00:39:46.059
Yeah, Moore's Law.

00:39:46.079 --> 00:39:47.778
Fermi's Paradox is basically, look,

00:39:48.259 --> 00:39:51.079
if the universe is virtually infinite,

00:39:51.119 --> 00:39:52.340
if there's billions and

00:39:52.360 --> 00:39:53.641
billions of stars just like

00:39:53.780 --> 00:39:55.362
ours and planets just like ours,

00:39:55.641 --> 00:39:57.262
where are all the aliens?

00:39:57.302 --> 00:39:57.862
Where are other...

00:39:58.784 --> 00:39:59.364
life forms.

00:39:59.985 --> 00:40:01.965
And so one of the concepts

00:40:01.985 --> 00:40:03.327
that I've heard circulating,

00:40:03.347 --> 00:40:04.648
which I think is really interesting,

00:40:04.789 --> 00:40:07.090
is maybe as we advance,

00:40:07.471 --> 00:40:09.333
we don't go out like we all

00:40:09.393 --> 00:40:10.793
expect that we're going to go out.

00:40:10.894 --> 00:40:11.996
Elon wants to take us to

00:40:12.016 --> 00:40:13.177
Mars like we think we're

00:40:13.197 --> 00:40:14.557
going to populate the universe.

00:40:15.259 --> 00:40:16.599
But maybe what happens is we

00:40:16.619 --> 00:40:17.541
end up going in.

00:40:18.231 --> 00:40:19.431
It's like, well, wait a minute.

00:40:19.472 --> 00:40:21.172
If I could create the

00:40:21.273 --> 00:40:23.934
perfect companion that's

00:40:24.056 --> 00:40:25.777
infinitely empathizing with

00:40:25.817 --> 00:40:27.597
me and understands how to

00:40:27.617 --> 00:40:28.599
give me just enough

00:40:28.679 --> 00:40:31.001
dopamine when I need compassion,

00:40:31.041 --> 00:40:31.601
they give it.

00:40:31.661 --> 00:40:34.262
When I need frustration, they give it.

00:40:34.322 --> 00:40:35.925
When I need joy, they give it.

00:40:36.525 --> 00:40:38.246
And I've got virtual reality

00:40:38.266 --> 00:40:40.969
that's indistinguishable from real life.

00:40:41.068 --> 00:40:42.369
And I've got all of these things.

00:40:43.150 --> 00:40:44.552
maybe I just turn into that

00:40:44.592 --> 00:40:45.833
person with the headset

00:40:45.853 --> 00:40:47.454
that never leaves the house

00:40:47.534 --> 00:40:50.018
because every possible joy

00:40:50.057 --> 00:40:51.940
and pleasure is within

00:40:52.001 --> 00:40:53.081
rather than without.

00:40:53.181 --> 00:40:53.762
It's scary.

00:40:53.943 --> 00:40:55.565
I'm not saying that's what I want.

00:40:56.326 --> 00:40:57.407
It's quite, it's possible.

00:40:57.807 --> 00:40:58.909
Ready player one, right?

00:40:59.068 --> 00:40:59.670
That's right.

00:40:59.750 --> 00:41:01.572
Where's that online universe.

00:41:01.931 --> 00:41:02.833
If we're going in,

00:41:04.123 --> 00:41:07.824
coming this winter, uh, starring, uh,

00:41:07.864 --> 00:41:09.545
you know, uh, Meg Ryan.

00:41:09.606 --> 00:41:10.005
And who is that?

00:41:10.025 --> 00:41:10.726
Did you ever see member

00:41:10.746 --> 00:41:11.847
Spielberg's inner space?

00:41:12.586 --> 00:41:13.487
I shrunk them and then he

00:41:13.527 --> 00:41:14.708
injected them into somebody,

00:41:14.728 --> 00:41:15.708
but we're going inside.

00:41:15.748 --> 00:41:16.688
We're not going to Mars.

00:41:17.027 --> 00:41:17.628
We're actually going to go

00:41:17.668 --> 00:41:18.409
inside each other.

00:41:19.208 --> 00:41:22.449
We're, we're, we're,

00:41:22.469 --> 00:41:23.411
we're going in the earth.

00:41:23.431 --> 00:41:24.710
We're going into bunkers.

00:41:25.090 --> 00:41:25.710
The, the,

00:41:25.731 --> 00:41:26.831
the billionaires out there are

00:41:26.871 --> 00:41:28.271
buying underground towns.

00:41:28.291 --> 00:41:29.652
We are going inside the earth.

00:41:30.793 --> 00:41:31.773
Yeah.

00:41:31.793 --> 00:41:31.974
All right.

00:41:31.994 --> 00:41:33.054
What did Mike say here?

00:41:36.545 --> 00:41:37.407
Uh, I don't know.

00:41:37.447 --> 00:41:37.827
I don't know.

00:41:37.847 --> 00:41:37.927
Okay.

00:41:38.027 --> 00:41:40.853
It's Fermi's F E R M I

00:41:41.233 --> 00:41:44.297
apostrophe S Fermi's paradox.

00:41:45.420 --> 00:41:47.023
Um, Hey, let's switch gears.

00:41:47.063 --> 00:41:48.385
Let's talk about United healthcare.

00:41:51.976 --> 00:41:55.438
So I shared a post and I'm super pumped.

00:41:55.639 --> 00:41:57.278
Oh, Corey's here.

00:41:57.438 --> 00:41:58.920
I'm super pumped because I

00:41:59.159 --> 00:42:01.360
get to talk to Dana Strauss.

00:42:02.260 --> 00:42:04.422
I'm actually interviewing her later today.

00:42:05.021 --> 00:42:06.123
She blew my mind.

00:42:06.182 --> 00:42:07.623
She was one of those people.

00:42:07.842 --> 00:42:09.003
I saw her on the street

00:42:09.184 --> 00:42:11.744
strata PT podcast for the first time.

00:42:12.224 --> 00:42:12.925
Never heard of her,

00:42:12.965 --> 00:42:14.146
never knew anything about her.

00:42:14.505 --> 00:42:15.925
She's the first person and

00:42:16.005 --> 00:42:18.007
talk about biases that like

00:42:18.527 --> 00:42:20.208
hit all of my biases.

00:42:20.367 --> 00:42:21.487
She was like, look,

00:42:21.989 --> 00:42:23.489
we want to be primary care

00:42:23.528 --> 00:42:25.269
providers for musculoskeletal.

00:42:25.690 --> 00:42:27.050
We're not even recognized as

00:42:27.110 --> 00:42:28.331
providers by Medicare.

00:42:28.690 --> 00:42:29.971
Like we're not even part of

00:42:30.010 --> 00:42:30.831
the conversation.

00:42:30.871 --> 00:42:32.311
We don't have a seat at the table.

00:42:32.391 --> 00:42:34.972
Nobody even thinks of us as

00:42:35.213 --> 00:42:36.833
anything when you get to

00:42:36.893 --> 00:42:39.215
the conversations behind closed doors.

00:42:39.815 --> 00:42:42.695
So she had the most realistic, logical,

00:42:42.735 --> 00:42:44.237
practical approach to saying,

00:42:44.737 --> 00:42:47.239
if PTs want to step into that world,

00:42:47.798 --> 00:42:50.780
we need to first become part of the team.

00:42:51.000 --> 00:42:51.621
Yesterday,

00:42:52.121 --> 00:42:53.981
and I'll share this probably this weekend,

00:42:54.621 --> 00:42:56.402
I interviewed somebody who

00:42:56.543 --> 00:42:58.083
is a hundred percent cash base.

00:42:58.603 --> 00:43:00.224
He is part of a kind of...

00:43:00.905 --> 00:43:02.164
I don't know if I'd say a

00:43:02.244 --> 00:43:04.706
conglomerate or holistic, you know,

00:43:04.766 --> 00:43:07.246
group of physicians and providers.

00:43:07.326 --> 00:43:08.847
And he's a physical

00:43:08.887 --> 00:43:12.148
therapist and everything he does is like,

00:43:12.688 --> 00:43:14.047
I think the quintessential,

00:43:14.447 --> 00:43:15.228
this is where the

00:43:15.248 --> 00:43:16.688
profession wants to go

00:43:17.148 --> 00:43:18.648
because he is a peer.

00:43:18.708 --> 00:43:19.949
He's a professional sitting

00:43:19.989 --> 00:43:21.329
next to the orthopedic and

00:43:21.349 --> 00:43:24.130
the oncologist and the primary care doc.

00:43:24.170 --> 00:43:25.349
And they're brainstorming

00:43:25.369 --> 00:43:26.751
around one person.

00:43:27.351 --> 00:43:27.510
Um,

00:43:28.706 --> 00:43:29.487
Oh, UHC.

00:43:29.847 --> 00:43:30.947
So back to UHC.

00:43:32.809 --> 00:43:34.289
I don't know why we take

00:43:34.329 --> 00:43:35.851
this as a personal attack.

00:43:36.351 --> 00:43:37.612
Like if somebody doesn't

00:43:37.652 --> 00:43:39.472
want to pay your rate, who cares?

00:43:39.753 --> 00:43:40.934
Go to the next person.

00:43:41.414 --> 00:43:42.835
If UHC says,

00:43:43.255 --> 00:43:44.936
I'm only going to pay this much,

00:43:45.396 --> 00:43:45.896
that's fine.

00:43:45.916 --> 00:43:46.797
You make the decision.

00:43:46.978 --> 00:43:48.097
I can do it or I can't.

00:43:48.619 --> 00:43:48.998
And if I'm,

00:43:49.458 --> 00:43:50.840
I shared an article yesterday

00:43:50.860 --> 00:43:53.161
about milk being in the back corner of,

00:43:53.201 --> 00:43:53.541
you know,

00:43:53.661 --> 00:43:55.463
the store because it's a loss leader.

00:43:55.523 --> 00:43:55.862
Yeah.

00:43:56.523 --> 00:43:58.123
If UHC is going to bring me

00:43:58.164 --> 00:44:00.824
people in and I'm not going

00:44:00.864 --> 00:44:02.405
to offer them a hundred

00:44:02.485 --> 00:44:04.085
other options between the

00:44:04.126 --> 00:44:05.525
front door and getting the

00:44:05.565 --> 00:44:07.306
milk in the back corner of the store,

00:44:07.927 --> 00:44:08.686
it's my fault.

00:44:09.027 --> 00:44:10.088
I'm the one to blame.

00:44:10.268 --> 00:44:11.748
If I signed the contract and

00:44:11.947 --> 00:44:12.909
I'm not going to monetize

00:44:12.929 --> 00:44:14.228
that person in any other way,

00:44:14.289 --> 00:44:15.349
I'm not going to allow them

00:44:15.670 --> 00:44:16.829
to get access to anything

00:44:16.869 --> 00:44:17.690
that's valuable that

00:44:17.710 --> 00:44:18.771
they're willing to pay for.

00:44:19.710 --> 00:44:20.731
I made the mistake.

00:44:21.090 --> 00:44:23.952
Why would I blame UHC for my mistake?

00:44:24.452 --> 00:44:25.512
What are you guys thinking?

00:44:26.996 --> 00:44:27.556
I love this.

00:44:29.396 --> 00:44:30.538
Every practice needs to be

00:44:30.557 --> 00:44:31.757
doing this or considering this.

00:44:32.298 --> 00:44:33.059
I think, Tony,

00:44:33.079 --> 00:44:34.079
the challenge is like a lot

00:44:34.099 --> 00:44:34.639
of practice owners,

00:44:34.699 --> 00:44:35.340
if they've been around,

00:44:35.679 --> 00:44:36.900
if they've been ownership for ten,

00:44:36.940 --> 00:44:38.300
fifteen, twenty plus years,

00:44:38.862 --> 00:44:40.481
they started with contracts

00:44:40.503 --> 00:44:42.382
that before changing cost

00:44:42.443 --> 00:44:43.224
of living and some

00:44:43.264 --> 00:44:44.403
inflation over all these

00:44:44.784 --> 00:44:46.405
years or one or two decades or whatever.

00:44:48.166 --> 00:44:49.027
they didn't have to do those

00:44:49.047 --> 00:44:50.286
things before they you know

00:44:50.327 --> 00:44:51.427
maybe the dollar amount was

00:44:51.827 --> 00:44:53.329
like two hundred or you

00:44:53.349 --> 00:44:55.650
know two two fifty uh you

00:44:55.670 --> 00:44:57.092
know worth of value then

00:44:57.152 --> 00:44:58.913
compared to now right so

00:44:58.972 --> 00:45:00.693
now that their uhc and

00:45:00.733 --> 00:45:01.835
others are squeezing and

00:45:01.894 --> 00:45:02.956
decreasing reimbursement

00:45:03.576 --> 00:45:04.717
those same owners are still

00:45:04.757 --> 00:45:05.657
in practice a lot of them

00:45:05.697 --> 00:45:06.717
we're looking at a couple

00:45:06.737 --> 00:45:07.418
of different deals right

00:45:07.458 --> 00:45:08.559
now and the margins are

00:45:08.579 --> 00:45:10.059
just so tight it's very risky

00:45:11.340 --> 00:45:12.202
One, I'm not going to say,

00:45:12.262 --> 00:45:13.922
obviously I can't say who and where,

00:45:13.961 --> 00:45:15.083
but like we're looking at a

00:45:15.123 --> 00:45:17.983
practice and it's literally zero cash pay,

00:45:18.063 --> 00:45:20.085
literally zero cash out of pocket.

00:45:21.065 --> 00:45:21.505
A really,

00:45:21.686 --> 00:45:23.407
a really big chunk of managed

00:45:23.447 --> 00:45:24.266
care contracts,

00:45:24.306 --> 00:45:26.427
like a pretty sizable

00:45:26.487 --> 00:45:28.949
percentage of the pie is

00:45:28.989 --> 00:45:30.090
the managed care contracts.

00:45:30.230 --> 00:45:31.371
And the practice owner

00:45:31.831 --> 00:45:33.672
admittedly is not doing

00:45:33.771 --> 00:45:34.652
anything out of pocket.

00:45:34.672 --> 00:45:35.733
So I think for anyone

00:45:35.753 --> 00:45:36.833
watching or listening now

00:45:36.992 --> 00:45:40.315
or in the future of this episode, it's

00:45:40.534 --> 00:45:42.077
I mean, it's pretty easy.

00:45:42.878 --> 00:45:43.639
You go on Instagram,

00:45:43.659 --> 00:45:44.358
you can see what other

00:45:44.398 --> 00:45:45.099
practices are doing.

00:45:45.219 --> 00:45:46.461
The Norma Tech compression boots,

00:45:46.782 --> 00:45:48.523
different modalities, red light therapy,

00:45:48.905 --> 00:45:49.925
shockwave maybe,

00:45:50.005 --> 00:45:51.246
the stim pod that we use.

00:45:51.748 --> 00:45:53.550
I think, I agree, Tony.

00:45:53.929 --> 00:45:55.251
You have the UHC contract.

00:45:55.672 --> 00:45:56.311
It is what it is.

00:45:56.331 --> 00:45:57.992
You're going to, it is what it is.

00:45:58.032 --> 00:45:58.492
And like you said,

00:45:58.552 --> 00:46:00.873
I love the analogy of grocery stores.

00:46:00.913 --> 00:46:02.072
They break even on the milk

00:46:02.414 --> 00:46:03.574
because they have a ton of

00:46:03.594 --> 00:46:04.273
other things that you're

00:46:04.313 --> 00:46:05.193
going to get distracted with.

00:46:05.213 --> 00:46:06.514
You're going to, oh, these chips.

00:46:06.574 --> 00:46:07.255
And I got the, you know,

00:46:07.295 --> 00:46:08.054
I got this football game

00:46:08.094 --> 00:46:10.074
coming up or the Superbowl or, you know,

00:46:10.114 --> 00:46:10.735
this and that,

00:46:10.815 --> 00:46:11.856
or I have family coming over.

00:46:11.876 --> 00:46:12.956
Let me get some of these cheeses.

00:46:12.996 --> 00:46:14.175
Let me get like a,

00:46:14.195 --> 00:46:15.576
let me get some bread or whatever,

00:46:15.615 --> 00:46:16.697
like these other things.

00:46:16.737 --> 00:46:17.117
And oh,

00:46:17.157 --> 00:46:18.597
this coconut water and the margins

00:46:18.637 --> 00:46:19.817
on like coconut water or

00:46:19.876 --> 00:46:22.018
other items like that are gigantic,

00:46:22.038 --> 00:46:22.358
right?

00:46:22.498 --> 00:46:23.918
So then the grocery store

00:46:24.418 --> 00:46:25.199
kind of tricks you.

00:46:25.480 --> 00:46:26.681
They put the milk in the back.

00:46:26.721 --> 00:46:26.960
You're right.

00:46:26.981 --> 00:46:27.501
They get to just have the

00:46:27.521 --> 00:46:28.181
milk in the front.

00:46:28.681 --> 00:46:30.222
So how else, Tony and Jimmy,

00:46:30.262 --> 00:46:32.364
can practice owners use this?

00:46:32.945 --> 00:46:33.945
They, I guess,

00:46:33.965 --> 00:46:35.126
have an easier sales cycle

00:46:35.146 --> 00:46:35.646
on the front end.

00:46:35.686 --> 00:46:35.927
Yes.

00:46:36.007 --> 00:46:36.166
Yeah.

00:46:36.186 --> 00:46:37.407
We take your UnitedHealthcare.

00:46:37.427 --> 00:46:38.849
Your cost per visit is whatever.

00:46:39.728 --> 00:46:40.550
And come on in and let's

00:46:40.570 --> 00:46:41.610
schedule you your date and

00:46:41.650 --> 00:46:42.650
time for your evaluation.

00:46:42.951 --> 00:46:43.092
Great.

00:46:43.112 --> 00:46:43.592
We'll see you then.

00:46:43.612 --> 00:46:44.411
We'll send reminders.

00:46:44.713 --> 00:46:45.932
And then you come.

00:46:46.434 --> 00:46:47.695
I think Dave brings up a point.

00:46:47.835 --> 00:46:49.195
As we talk about theory,

00:46:49.396 --> 00:46:50.896
I want to talk to people with practice.

00:46:51.436 --> 00:46:51.657
Right.

00:46:52.097 --> 00:46:52.838
So I need to bring in

00:46:52.878 --> 00:46:54.298
someone I've referenced soon.

00:46:54.418 --> 00:46:55.380
And probably because she's a

00:46:55.420 --> 00:46:56.400
close friend is why I

00:46:56.420 --> 00:46:57.340
haven't had her on the podcast,

00:46:57.360 --> 00:46:58.402
because it also feels I

00:46:58.442 --> 00:46:59.782
feel easier interviewing

00:46:59.842 --> 00:47:00.623
people I don't know than I

00:47:00.643 --> 00:47:01.344
do like friends.

00:47:01.403 --> 00:47:01.583
Right.

00:47:01.943 --> 00:47:02.824
So I've talked about it before.

00:47:02.925 --> 00:47:03.885
Her name is Megan Brown,

00:47:04.346 --> 00:47:06.047
and she is the biggest exact.

00:47:06.146 --> 00:47:07.146
She's just not even talking

00:47:07.166 --> 00:47:07.748
about doing this.

00:47:07.907 --> 00:47:08.728
She's just been doing it.

00:47:08.869 --> 00:47:09.309
And she's like,

00:47:09.369 --> 00:47:10.128
I don't care if you follow me.

00:47:10.168 --> 00:47:11.369
I'm just going to go be successful.

00:47:11.750 --> 00:47:12.150
She runs.

00:47:12.451 --> 00:47:13.472
She's a physical therapist.

00:47:14.251 --> 00:47:15.773
but she doesn't practice physical therapy,

00:47:15.873 --> 00:47:16.472
using air quotes.

00:47:16.773 --> 00:47:17.974
She runs a Pilates studio in

00:47:18.014 --> 00:47:18.934
one of the most expensive

00:47:18.974 --> 00:47:20.195
zip codes in the country,

00:47:20.635 --> 00:47:22.516
and she runs a crazy successful business,

00:47:22.556 --> 00:47:23.677
and she does exactly this.

00:47:24.197 --> 00:47:25.097
So I need to bring her on

00:47:25.117 --> 00:47:26.398
because I think people need to hear,

00:47:26.858 --> 00:47:27.918
even if they're nodding along,

00:47:28.659 --> 00:47:29.380
I want them to be able to

00:47:29.420 --> 00:47:30.400
apply these things.

00:47:30.539 --> 00:47:31.460
I want them to be able to be like, oh,

00:47:31.481 --> 00:47:32.740
that's my version of.

00:47:32.840 --> 00:47:35.822
I don't think that you could

00:47:35.842 --> 00:47:37.244
because she runs a Pilates studio

00:47:37.844 --> 00:47:38.985
that builds community,

00:47:39.405 --> 00:47:40.746
and while you're there, she's like,

00:47:40.786 --> 00:47:41.407
by the way,

00:47:41.427 --> 00:47:42.867
now I have eyes on forty

00:47:42.907 --> 00:47:43.949
people a session.

00:47:44.489 --> 00:47:46.411
If that person needs PT, she's like,

00:47:46.431 --> 00:47:47.351
I either refer out,

00:47:47.751 --> 00:47:49.132
or if I decide I wanna treat that person,

00:47:49.172 --> 00:47:49.833
I treat that person.

00:47:49.974 --> 00:47:51.195
She's an extreme example,

00:47:51.655 --> 00:47:53.295
but you could take elements

00:47:53.335 --> 00:47:54.416
from what Megan and other,

00:47:54.717 --> 00:47:55.757
so here's the ask.

00:47:56.338 --> 00:47:57.418
If you're doing this,

00:47:58.489 --> 00:47:59.289
I want to interview you.

00:47:59.929 --> 00:48:01.291
Megan's the first example.

00:48:01.331 --> 00:48:02.231
She's a Pilates studio.

00:48:02.311 --> 00:48:03.610
Nowhere on her website or on

00:48:04.311 --> 00:48:05.692
her sign does it say physical therapy.

00:48:05.711 --> 00:48:06.211
But trust me,

00:48:06.251 --> 00:48:06.972
she is practicing

00:48:07.012 --> 00:48:08.452
community-based physical therapy.

00:48:08.753 --> 00:48:09.612
She's the biggest Trojan

00:48:09.672 --> 00:48:11.193
horse that I know in terms of practice.

00:48:11.572 --> 00:48:12.474
I want to know the others

00:48:12.673 --> 00:48:13.693
because I want to show them to you.

00:48:14.054 --> 00:48:14.954
Because these are all things

00:48:14.974 --> 00:48:16.175
you can do today.

00:48:16.574 --> 00:48:17.335
These are things you should

00:48:17.355 --> 00:48:18.195
be doing tomorrow.

00:48:18.434 --> 00:48:19.255
But I don't want to talk about theory.

00:48:19.275 --> 00:48:20.016
I want to talk about practice.

00:48:20.155 --> 00:48:21.195
We talk about practice?

00:48:21.215 --> 00:48:21.516
Practice.

00:48:22.697 --> 00:48:24.577
Well, in terms of actual tactical things,

00:48:25.438 --> 00:48:25.958
I want to hear from

00:48:26.018 --> 00:48:26.918
practice owners who are

00:48:26.958 --> 00:48:27.860
taking all of the

00:48:27.900 --> 00:48:28.679
in-network contracts

00:48:28.699 --> 00:48:29.760
because it sounds like she

00:48:29.780 --> 00:48:30.420
probably doesn't.

00:48:30.581 --> 00:48:31.442
She probably doesn't, right?

00:48:31.461 --> 00:48:32.983
Does she have in-network contracts?

00:48:33.302 --> 00:48:34.043
But that's what I mean.

00:48:34.103 --> 00:48:35.143
Let's not just show them.

00:48:35.164 --> 00:48:37.465
Let's show all of them.

00:48:37.525 --> 00:48:39.867
Let's do dirty jobs, right?

00:48:39.987 --> 00:48:40.807
I'll be Mike Rowe.

00:48:41.648 --> 00:48:44.590
This week, we're in Middletown, Ohio.

00:48:44.610 --> 00:48:45.871
We'll do dirty jobs,

00:48:46.431 --> 00:48:47.452
but of these innovative

00:48:47.492 --> 00:48:49.112
practice because we are not

00:48:49.152 --> 00:48:49.913
in competition.

00:48:49.992 --> 00:48:52.353
I mean, we are, but we're really not.

00:48:52.393 --> 00:48:52.914
You're not.

00:48:53.235 --> 00:48:54.356
The PT across the street is

00:48:54.456 --> 00:48:55.315
not your competition.

00:48:55.556 --> 00:48:56.836
The one five states away is

00:48:56.916 --> 00:48:57.797
not your competition.

00:48:58.277 --> 00:48:59.378
Can we learn from each other?

00:49:00.099 --> 00:49:02.300
We have to, or AI will take over.

00:49:02.380 --> 00:49:03.681
That's when AI can take over,

00:49:03.721 --> 00:49:04.782
when you're so repeatable

00:49:05.061 --> 00:49:06.342
and predictable that you

00:49:06.382 --> 00:49:07.202
can be copy-pasted.

00:49:08.407 --> 00:49:08.788
Tony,

00:49:08.807 --> 00:49:10.429
do you know anyone that's taking the

00:49:10.469 --> 00:49:11.510
in-network contracts like

00:49:11.530 --> 00:49:14.813
the UHC and all that?

00:49:14.853 --> 00:49:16.012
I think Greg Todd down in

00:49:16.094 --> 00:49:17.233
the Tampa area is doing

00:49:17.253 --> 00:49:19.876
this where he's had two or

00:49:19.896 --> 00:49:21.818
three locations for years with a partner.

00:49:23.157 --> 00:49:24.278
They've always been in-network.

00:49:24.518 --> 00:49:26.260
Then they upsell people on

00:49:26.300 --> 00:49:27.961
either modalities, I think maybe,

00:49:28.001 --> 00:49:29.143
but they definitely upsell

00:49:29.163 --> 00:49:30.362
them on a digital...

00:49:31.621 --> 00:49:32.382
I forget what it was called.

00:49:32.422 --> 00:49:34.704
It was like some digital HEP

00:49:34.804 --> 00:49:36.025
workout program that was

00:49:36.045 --> 00:49:36.965
like a monthly recurring

00:49:36.985 --> 00:49:38.407
membership once they discharge.

00:49:39.626 --> 00:49:40.688
Have you spoken with any

00:49:40.708 --> 00:49:41.369
practice owners that are

00:49:41.449 --> 00:49:42.108
actually doing this?

00:49:42.150 --> 00:49:43.190
Like they're in network with

00:49:43.269 --> 00:49:44.952
all these contracts and

00:49:44.972 --> 00:49:45.811
then they try to segue

00:49:45.831 --> 00:49:46.773
people into cash pay

00:49:46.833 --> 00:49:48.454
options or maintenance or

00:49:48.715 --> 00:49:49.795
workout plans or whatever.

00:49:50.478 --> 00:49:52.438
I mean, it depends on where, where,

00:49:52.559 --> 00:49:53.918
how big you want to talk.

00:49:53.978 --> 00:49:54.938
Like that's what we do.

00:49:55.018 --> 00:49:56.840
We have our continuity program,

00:49:56.860 --> 00:49:57.920
a hundred dollars a month.

00:49:57.980 --> 00:49:58.260
We can,

00:49:58.420 --> 00:50:00.320
we can funnel people in through that.

00:50:01.260 --> 00:50:02.221
We used to do a lot more

00:50:02.280 --> 00:50:03.380
personal training.

00:50:03.420 --> 00:50:04.382
We used to do a lot more

00:50:04.442 --> 00:50:05.782
self-pay massage that would

00:50:05.802 --> 00:50:08.943
be layered on top of covered services.

00:50:09.382 --> 00:50:11.422
Justin Stiver down in Florida.

00:50:11.543 --> 00:50:13.664
I know they do a lot of cash based stuff.

00:50:14.344 --> 00:50:16.585
still it kind of varies like

00:50:16.885 --> 00:50:18.306
it's not enough cash pay to

00:50:18.347 --> 00:50:19.327
move the needle when you

00:50:19.367 --> 00:50:20.728
look at the overall

00:50:20.909 --> 00:50:23.130
insurance reimbursement but

00:50:23.311 --> 00:50:24.231
I know there are people

00:50:24.291 --> 00:50:25.572
watching this who are

00:50:25.632 --> 00:50:26.813
moving in that direction

00:50:26.853 --> 00:50:27.673
we're moving in that

00:50:27.713 --> 00:50:29.514
direction more now you know

00:50:29.574 --> 00:50:30.695
and jimmy and I just had a

00:50:30.755 --> 00:50:32.056
conversation the other day

00:50:32.097 --> 00:50:33.257
where it's like the

00:50:33.277 --> 00:50:34.998
greatest gift we've got

00:50:35.079 --> 00:50:37.001
right now in therapy is

00:50:37.061 --> 00:50:38.442
declining reimbursement

00:50:38.942 --> 00:50:40.521
Because we've been so

00:50:40.581 --> 00:50:43.342
comfortable as things are coming down.

00:50:43.402 --> 00:50:45.023
We're still making enough money.

00:50:45.063 --> 00:50:46.983
We can squeak by at some point.

00:50:47.003 --> 00:50:47.722
And I think we're hitting

00:50:47.764 --> 00:50:49.384
that tipping point backs

00:50:49.423 --> 00:50:50.123
against the wall.

00:50:50.244 --> 00:50:51.304
We can't do that.

00:50:51.344 --> 00:50:53.344
We can't do this anymore.

00:50:53.945 --> 00:50:55.565
And so now our backs against

00:50:55.585 --> 00:50:56.644
the wall and we're the best

00:50:56.744 --> 00:50:58.284
at coming up with solutions.

00:50:58.744 --> 00:50:59.766
That's why you see all the

00:50:59.806 --> 00:51:00.885
content I'm putting out.

00:51:00.925 --> 00:51:01.726
That's why you see me

00:51:01.786 --> 00:51:02.626
experimenting with

00:51:02.666 --> 00:51:03.646
different equipment and

00:51:03.686 --> 00:51:04.985
different things that are

00:51:05.005 --> 00:51:06.686
going to be a hundred percent cash pay.

00:51:07.327 --> 00:51:07.786
Because.

00:51:08.795 --> 00:51:09.735
it's make it or break it,

00:51:09.795 --> 00:51:10.996
I need to do something or

00:51:11.036 --> 00:51:11.976
else I'm just gonna shut it

00:51:12.016 --> 00:51:13.976
down and go do something a

00:51:14.438 --> 00:51:15.918
hundred times more profitable.

00:51:17.059 --> 00:51:17.838
But then I lose my

00:51:17.878 --> 00:51:19.639
connection to the profession.

00:51:19.699 --> 00:51:21.460
So yeah, if anybody's watching,

00:51:21.860 --> 00:51:22.960
if you're doing this,

00:51:23.882 --> 00:51:25.501
two ways that I look at UHC,

00:51:25.882 --> 00:51:27.463
really it's three ways, real quick.

00:51:28.103 --> 00:51:29.103
One is the gallon of milk in

00:51:29.123 --> 00:51:30.525
the back corner, it's a loss leader,

00:51:30.804 --> 00:51:31.045
right?

00:51:31.505 --> 00:51:34.288
Two is if I take my car to the mechanic,

00:51:34.628 --> 00:51:36.230
I pay a diagnostic fee.

00:51:36.650 --> 00:51:37.992
That fee might be eighty bucks.

00:51:38.172 --> 00:51:38.791
And then they're going to

00:51:38.831 --> 00:51:40.653
tell me what needs to be done on the car.

00:51:40.693 --> 00:51:42.795
And then I have the decision to decide,

00:51:43.277 --> 00:51:45.278
yes, I want to do that or no, I don't.

00:51:45.940 --> 00:51:47.760
A low reimbursing contract

00:51:47.780 --> 00:51:49.782
like this could be that, you know,

00:51:49.923 --> 00:51:51.664
diagnostic where, all right,

00:51:51.684 --> 00:51:52.865
I'm not going to make a ton of money.

00:51:53.427 --> 00:51:54.407
I'll make enough money,

00:51:54.427 --> 00:51:55.367
I'll tell the patient what

00:51:55.427 --> 00:51:56.327
I believe they need,

00:51:56.347 --> 00:51:58.949
which includes non-coverage services.

00:51:59.590 --> 00:52:01.990
So my CART value goes up.

00:52:02.791 --> 00:52:05.833
And number three, back to one more time,

00:52:06.849 --> 00:52:08.530
In some states, like here in Ohio,

00:52:08.650 --> 00:52:09.791
UHC pays a day rate.

00:52:10.532 --> 00:52:12.733
If I do one unit or four units,

00:52:12.833 --> 00:52:14.253
I'm getting paid the same amount.

00:52:14.373 --> 00:52:16.835
If I ethically believe this

00:52:16.876 --> 00:52:18.617
patient would benefit from

00:52:18.737 --> 00:52:20.038
a single unit session,

00:52:20.617 --> 00:52:22.039
there's no reason why I can't do it.

00:52:22.079 --> 00:52:23.480
And the single unit session

00:52:23.539 --> 00:52:25.661
on a day rate with UHC is

00:52:25.722 --> 00:52:26.922
double what Medicare is

00:52:26.943 --> 00:52:28.603
paying for a single unit session.

00:52:29.164 --> 00:52:30.965
So it's like I can totally

00:52:30.985 --> 00:52:32.126
have these individuals in

00:52:32.166 --> 00:52:33.789
my clinic five days in a row,

00:52:33.849 --> 00:52:34.650
Monday through Friday,

00:52:35.170 --> 00:52:36.271
single unit sessions.

00:52:36.431 --> 00:52:37.873
I believe they get better outcomes.

00:52:38.012 --> 00:52:39.355
I believe they get better care.

00:52:39.614 --> 00:52:41.255
I'm making double the profit.

00:52:42.818 --> 00:52:44.018
It just makes total sense.

00:52:44.059 --> 00:52:45.880
But if a therapist is not

00:52:45.981 --> 00:52:47.503
willing to look at all of

00:52:47.523 --> 00:52:48.844
the resources available.

00:52:49.945 --> 00:52:52.126
Again, it's it's their responsibility.

00:52:52.166 --> 00:52:53.326
They are the business owner.

00:52:53.405 --> 00:52:54.286
They're at fault,

00:52:54.545 --> 00:52:56.327
not the insurance company that's saying,

00:52:56.347 --> 00:52:57.626
hey, this is what we're going to pay.

00:52:58.126 --> 00:52:58.987
Do you want it or not?

00:52:59.547 --> 00:52:59.768
Also,

00:52:59.867 --> 00:53:01.668
this is in your control and insurance

00:53:01.708 --> 00:53:03.789
companies and to an

00:53:03.829 --> 00:53:06.028
extension advocacy in Washington.

00:53:06.108 --> 00:53:07.289
It's sort of out of your control.

00:53:07.329 --> 00:53:08.590
Like, I'm glad people advocate.

00:53:08.610 --> 00:53:09.409
I'm not saying don't not

00:53:09.449 --> 00:53:10.289
saying don't be a member of

00:53:10.349 --> 00:53:11.630
organizations or give to

00:53:11.650 --> 00:53:12.471
political action committees.

00:53:12.490 --> 00:53:13.170
I'm not saying do that.

00:53:13.911 --> 00:53:15.411
That's the future, right?

00:53:15.552 --> 00:53:16.813
What can you do today?

00:53:16.932 --> 00:53:18.094
And I love this quote in the

00:53:18.134 --> 00:53:18.873
comments right now.

00:53:18.893 --> 00:53:19.715
It's like, oh my gosh,

00:53:20.014 --> 00:53:20.914
are you actually treating

00:53:21.175 --> 00:53:23.217
your PT practice like a business?

00:53:23.996 --> 00:53:25.217
So like this is going to be

00:53:25.257 --> 00:53:26.958
an emotional stopper for a lot of people.

00:53:27.099 --> 00:53:28.900
They're going to say like, oh my gosh,

00:53:28.940 --> 00:53:30.862
but you're offering someone

00:53:31.302 --> 00:53:32.222
a session for thirty

00:53:32.242 --> 00:53:33.362
minutes on Norma Tech boots.

00:53:33.923 --> 00:53:35.083
I'm not saying sell anything

00:53:35.103 --> 00:53:36.465
that those Norma Tech boots aren't.

00:53:37.005 --> 00:53:38.346
I know people at Hyperice.

00:53:38.786 --> 00:53:39.806
They don't want you to sell

00:53:39.827 --> 00:53:40.807
anything that the Norma

00:53:40.827 --> 00:53:41.728
Tech boots aren't.

00:53:42.469 --> 00:53:44.548
Explain what it is and then

00:53:46.190 --> 00:53:47.349
let them decide.

00:53:47.789 --> 00:53:49.130
And can you provide that?

00:53:49.250 --> 00:53:50.630
Aren't you a provider?

00:53:51.150 --> 00:53:52.871
So we're not saying sell snake oil.

00:53:52.911 --> 00:53:53.871
It's not where we're going

00:53:53.891 --> 00:53:55.130
to go and we're never going to go there,

00:53:55.150 --> 00:53:55.552
I don't think,

00:53:55.572 --> 00:53:56.632
as much as I know about you guys.

00:53:56.992 --> 00:53:59.751
But if you're offering people milk,

00:53:59.851 --> 00:54:01.092
do you also offer them

00:54:01.632 --> 00:54:03.492
tortillas and ice cream and those things?

00:54:04.052 --> 00:54:04.833
That's how they keep

00:54:04.853 --> 00:54:06.594
themselves in business.

00:54:06.954 --> 00:54:07.753
And that's what you are.

00:54:08.706 --> 00:54:09.847
I think the interesting,

00:54:10.007 --> 00:54:12.170
and we can do parting shots in a second.

00:54:12.210 --> 00:54:13.030
I think the interesting

00:54:13.070 --> 00:54:14.992
about Scott's comment here,

00:54:15.512 --> 00:54:17.155
treating PT like a business.

00:54:18.036 --> 00:54:19.217
I've been in the rooms.

00:54:19.257 --> 00:54:20.177
You guys have been in the

00:54:20.217 --> 00:54:21.298
rooms just as much.

00:54:21.719 --> 00:54:22.900
The door closes.

00:54:23.061 --> 00:54:25.463
The conversation historically has been,

00:54:26.063 --> 00:54:26.324
Okay,

00:54:26.744 --> 00:54:29.065
how do we make sure we get every

00:54:29.125 --> 00:54:30.565
insurance dollar available?

00:54:30.626 --> 00:54:31.686
How do we make sure we

00:54:31.746 --> 00:54:33.166
maximize reimbursement?

00:54:33.206 --> 00:54:34.447
I don't care what the patient needs.

00:54:34.487 --> 00:54:35.766
I don't care what the condition is.

00:54:35.806 --> 00:54:37.427
If they're referred for eighteen visits,

00:54:37.467 --> 00:54:38.887
they better do eighteen visits.

00:54:39.427 --> 00:54:40.849
Every patient better do four

00:54:40.869 --> 00:54:42.309
to six units per visit.

00:54:42.349 --> 00:54:42.528
Like,

00:54:43.409 --> 00:54:45.090
I don't ever want to be in those

00:54:45.130 --> 00:54:45.931
conversations.

00:54:45.971 --> 00:54:47.351
I was in those conversations

00:54:47.510 --> 00:54:48.751
early in my career,

00:54:49.092 --> 00:54:50.452
but I did everything in my

00:54:50.512 --> 00:54:51.592
power to get away from

00:54:51.632 --> 00:54:52.773
those conversations.

00:54:53.532 --> 00:54:55.012
I think we can run it like a

00:54:55.072 --> 00:54:57.994
business in a way that makes us feel good,

00:54:58.213 --> 00:54:59.353
clean, comfortable.

00:54:59.853 --> 00:55:02.215
And when I say that in my world,

00:55:02.235 --> 00:55:03.695
that usually means, OK,

00:55:04.235 --> 00:55:04.994
let's understand the

00:55:05.034 --> 00:55:06.795
insurance contract and what is covered.

00:55:07.175 --> 00:55:08.556
But let's not take away the

00:55:08.615 --> 00:55:10.135
right to choose from the patient.

00:55:10.155 --> 00:55:12.177
Let's let the patient make the decisions.

00:55:12.657 --> 00:55:15.458
And let's let's not be so

00:55:15.557 --> 00:55:17.577
dependent on that insurance

00:55:17.617 --> 00:55:19.097
dollar and maximizing the

00:55:19.157 --> 00:55:20.117
insurance dollar and

00:55:20.177 --> 00:55:21.938
vilifying the insurance company.

00:55:22.719 --> 00:55:24.242
It's just one tiny segment.

00:55:25.083 --> 00:55:25.983
Understand the rules of the

00:55:26.025 --> 00:55:27.266
game you're playing or sit on the bench.

00:55:27.286 --> 00:55:28.268
That's what Scott was saying

00:55:28.288 --> 00:55:28.829
in the comments.

00:55:29.469 --> 00:55:32.574
And you actually have to be, in my opinion,

00:55:32.695 --> 00:55:33.076
I don't know.

00:55:33.195 --> 00:55:35.940
You guys can challenge me in the comments.

00:55:35.960 --> 00:55:36.742
You can challenge me.

00:55:37.679 --> 00:55:40.201
you actually have to maybe

00:55:40.260 --> 00:55:42.543
be different or better if

00:55:42.563 --> 00:55:44.184
you're charging more out of pocket.

00:55:44.724 --> 00:55:45.724
I believe that a lot of

00:55:45.744 --> 00:55:47.005
these insurance contracts,

00:55:47.726 --> 00:55:49.248
it's like a crutch or it

00:55:49.288 --> 00:55:50.528
can be a crutch for a lot

00:55:50.548 --> 00:55:51.670
of the practice owners out there.

00:55:52.050 --> 00:55:52.891
And if you only have these

00:55:52.911 --> 00:55:54.012
contracts and you have no

00:55:54.112 --> 00:55:54.972
self-pay options,

00:55:55.293 --> 00:55:57.534
you don't have to do any, like you said,

00:55:57.574 --> 00:55:59.376
no snake oil sales, nothing like that.

00:55:59.416 --> 00:56:00.836
Just offer like, oh,

00:56:00.876 --> 00:56:02.117
we also have this or this.

00:56:02.438 --> 00:56:03.119
Like over the years,

00:56:03.478 --> 00:56:05.440
I've said to patients and families like,

00:56:05.981 --> 00:56:07.563
Um, they needed like a home health aid.

00:56:07.583 --> 00:56:08.403
They needed this, that.

00:56:08.423 --> 00:56:08.985
And I was like, well,

00:56:09.164 --> 00:56:10.306
I have people on my team

00:56:10.326 --> 00:56:11.588
that are not licensed.

00:56:11.628 --> 00:56:12.268
They're not licensed.

00:56:12.309 --> 00:56:13.210
They're care companions.

00:56:13.230 --> 00:56:13.769
I don't know.

00:56:13.809 --> 00:56:14.490
I don't know if I even told

00:56:14.510 --> 00:56:15.893
you guys that we've done this before,

00:56:15.952 --> 00:56:17.514
but care companions that I

00:56:17.554 --> 00:56:19.396
met at other homes over the last five,

00:56:19.456 --> 00:56:20.237
six, seven years,

00:56:21.039 --> 00:56:22.541
I knew them really well

00:56:23.041 --> 00:56:24.242
connected with them on social media,

00:56:24.262 --> 00:56:25.244
know their family, all that.

00:56:25.844 --> 00:56:27.346
new patient calls in family

00:56:27.365 --> 00:56:28.106
members being discharged

00:56:28.126 --> 00:56:28.726
from the hospital.

00:56:28.746 --> 00:56:30.467
And then they're like, Oh yeah, great.

00:56:30.487 --> 00:56:31.849
We got home physical therapy

00:56:31.869 --> 00:56:32.911
scheduled for tomorrow with you guys.

00:56:32.971 --> 00:56:33.411
Wonderful.

00:56:33.731 --> 00:56:34.492
Now I need to fit.

00:56:34.612 --> 00:56:36.152
I also need to figure out at the same time,

00:56:36.554 --> 00:56:38.614
like a, like an overnight aid,

00:56:38.735 --> 00:56:39.516
a home attendant.

00:56:39.655 --> 00:56:41.878
And I'm like, Oh yeah, we have that.

00:56:41.938 --> 00:56:43.360
And oftentimes I can get

00:56:43.599 --> 00:56:45.822
some colleague of mine, trusted, vetted,

00:56:46.382 --> 00:56:47.762
respected, professional, uh,

00:56:48.603 --> 00:56:49.804
at that residence that night

00:56:49.844 --> 00:56:51.606
or the next day faster than

00:56:51.646 --> 00:56:52.887
most other places and it

00:56:52.907 --> 00:56:54.909
was just like I have this

00:56:54.929 --> 00:56:55.949
this is my network like

00:56:56.130 --> 00:56:57.291
these folks in my network

00:56:57.652 --> 00:56:58.472
but they're already asking

00:56:58.492 --> 00:56:59.512
for it and I'm just like

00:56:59.552 --> 00:57:00.534
hey we have it and also

00:57:00.574 --> 00:57:02.436
like time and speed is like

00:57:02.795 --> 00:57:03.856
that's our thing we can get

00:57:03.896 --> 00:57:05.918
it going right away uh and

00:57:06.818 --> 00:57:07.800
it's a solution for them

00:57:07.900 --> 00:57:08.880
keep them keep the family

00:57:08.920 --> 00:57:09.902
members safe in the middle

00:57:09.922 --> 00:57:10.802
of the night in case they

00:57:10.842 --> 00:57:11.782
get up and try to use the

00:57:11.802 --> 00:57:13.724
restroom or something and

00:57:15.349 --> 00:57:16.610
I'll share your numbers another time.

00:57:16.949 --> 00:57:17.871
Extremely profitable.

00:57:18.190 --> 00:57:18.510
Yeah,

00:57:18.550 --> 00:57:20.291
because you're solving a gigantic need.

00:57:21.072 --> 00:57:22.432
One thing I believe before parting shots,

00:57:22.472 --> 00:57:23.494
as Tony said this before,

00:57:23.934 --> 00:57:25.454
which is what if insurance

00:57:25.494 --> 00:57:26.414
pays appropriately?

00:57:26.856 --> 00:57:27.496
Because what you have to

00:57:27.536 --> 00:57:28.315
understand is how many

00:57:28.356 --> 00:57:29.717
therapists are on a bell curve.

00:57:30.077 --> 00:57:31.297
So you think insurance

00:57:31.318 --> 00:57:32.358
should pay you because

00:57:32.398 --> 00:57:33.920
you're in the top fifteen percent.

00:57:34.119 --> 00:57:35.260
You're you're the best.

00:57:35.681 --> 00:57:37.061
And everyone thinks that all the practice.

00:57:37.081 --> 00:57:38.442
Yeah, I mean, but not me.

00:57:38.722 --> 00:57:39.902
I mean, everybody does.

00:57:40.163 --> 00:57:41.744
I'm the best, right?

00:57:41.784 --> 00:57:43.306
Insurance has to pay that,

00:57:43.585 --> 00:57:44.407
has to understand that

00:57:44.427 --> 00:57:45.327
they're paying for the

00:57:45.487 --> 00:57:48.009
other end of the bell curve.

00:57:48.530 --> 00:57:49.811
They're paying for the

00:57:49.851 --> 00:57:51.592
people who sort of suck at this, right?

00:57:51.911 --> 00:57:53.833
So I know you want to always

00:57:53.934 --> 00:57:54.835
lift the ceiling and

00:57:54.914 --> 00:57:55.916
evidence-based practice,

00:57:55.956 --> 00:57:56.936
but we got to focus on the

00:57:56.956 --> 00:57:58.458
floor too of our profession.

00:57:58.557 --> 00:57:59.177
And the only thing you can

00:57:59.217 --> 00:58:03.221
really control in our profession is you.

00:58:03.260 --> 00:58:05.563
Value-based care arrangements, VBC,

00:58:05.603 --> 00:58:06.224
value-based care.

00:58:06.244 --> 00:58:07.105
Is that what that is?

00:58:07.918 --> 00:58:08.077
Yeah,

00:58:08.097 --> 00:58:09.278
Dana said there's many ways to

00:58:09.338 --> 00:58:10.340
contract with a payer,

00:58:10.380 --> 00:58:11.940
figure out their incentives

00:58:12.101 --> 00:58:13.322
and bring higher quality

00:58:13.382 --> 00:58:14.963
data to the conversation.

00:58:15.043 --> 00:58:16.364
Payers and providers are

00:58:16.405 --> 00:58:17.545
actually on the same side.

00:58:18.306 --> 00:58:19.847
Yeah, I agree.

00:58:20.407 --> 00:58:23.291
And so we've got the resources.

00:58:23.690 --> 00:58:25.291
I sometimes think when you

00:58:25.331 --> 00:58:26.492
give too many choices,

00:58:26.552 --> 00:58:28.494
it becomes overwhelming and

00:58:28.534 --> 00:58:29.815
the brain shuts down.

00:58:30.416 --> 00:58:32.018
You and I and all of us,

00:58:32.277 --> 00:58:33.679
we have so many ideas and

00:58:33.699 --> 00:58:35.601
so many different ways to make this work.

00:58:36.161 --> 00:58:37.103
Value-based care.

00:58:37.485 --> 00:58:39.271
Go check out PT Pinecast.

00:58:39.291 --> 00:58:41.197
Subscribe if you haven't.

00:58:41.498 --> 00:58:42.623
Your episode is on Monday.

00:58:44.885 --> 00:58:46.567
I think the opportunity,

00:58:46.586 --> 00:58:47.447
this is my parting shot.

00:58:47.487 --> 00:58:48.786
The opportunities can

00:58:48.927 --> 00:58:50.507
absolutely be overwhelming.

00:58:50.947 --> 00:58:52.487
There are just so many

00:58:52.527 --> 00:58:53.528
directions and so many

00:58:53.568 --> 00:58:55.668
things we can do that we become, you know,

00:58:55.989 --> 00:58:58.530
paralyzed and we don't know what to do.

00:58:59.590 --> 00:59:00.411
Just pick something,

00:59:00.570 --> 00:59:02.771
like just pick something, move forward.

00:59:02.871 --> 00:59:03.572
It'll adapt.

00:59:03.711 --> 00:59:06.233
My business never looks the

00:59:06.273 --> 00:59:09.273
same from the first day to the, you know,

00:59:09.333 --> 00:59:10.213
hundredth day.

00:59:10.233 --> 00:59:10.353
Yeah.

00:59:10.853 --> 00:59:12.797
we're always going to grow and change.

00:59:12.817 --> 00:59:14.119
You just got to take that

00:59:14.159 --> 00:59:15.161
step and move forward.

00:59:16.282 --> 00:59:17.403
Dave, what do you got parting shot?

00:59:18.164 --> 00:59:20.528
I got, I got two random things.

00:59:20.588 --> 00:59:21.369
Cause we kind of covered a

00:59:21.409 --> 00:59:22.452
wide range of topics today.

00:59:22.711 --> 00:59:22.831
One,

00:59:24.021 --> 00:59:25.563
No AI video will ever

00:59:25.603 --> 00:59:27.123
replace people like us

00:59:27.143 --> 00:59:29.085
doing live video ever, ever.

00:59:29.865 --> 00:59:30.485
There's still going to be

00:59:30.505 --> 00:59:31.286
actors for movies.

00:59:31.327 --> 00:59:31.887
There's still going to be

00:59:31.967 --> 00:59:33.927
news anchors at news stations.

00:59:35.588 --> 00:59:37.289
And I will, I think,

00:59:37.449 --> 00:59:40.871
let's say in the next ten years still.

00:59:41.172 --> 00:59:41.693
That's one thing.

00:59:41.773 --> 00:59:43.054
Two, yeah,

00:59:43.153 --> 00:59:44.213
I think a lot of these insurance

00:59:44.233 --> 00:59:45.554
contracts are crutches.

00:59:46.235 --> 00:59:49.496
It's a way for owners to not

00:59:50.157 --> 00:59:51.097
completely be business

00:59:51.157 --> 00:59:52.159
owners and they kind of are

00:59:52.199 --> 00:59:52.798
practice owners.

00:59:53.840 --> 00:59:54.400
respectfully,

00:59:54.501 --> 00:59:55.420
even though we do take some

00:59:55.481 --> 00:59:56.422
out of network insurance

00:59:56.461 --> 00:59:57.202
and we have a medical

00:59:57.222 --> 00:59:59.264
biller and all that type of stuff, um,

01:00:00.025 --> 01:00:00.806
you have to be,

01:00:01.346 --> 01:00:03.367
you have to be really good

01:00:03.688 --> 01:00:05.429
to charge a lot of money

01:00:05.449 --> 01:00:06.510
out of pocket like we do.

01:00:06.570 --> 01:00:07.391
And I'm not saying we're the

01:00:07.431 --> 01:00:09.333
best or anything, but we,

01:00:09.934 --> 01:00:11.894
we make a pretty good impact.

01:00:12.496 --> 01:00:12.896
Uh,

01:00:12.936 --> 01:00:14.177
and unfortunately it's not for everyone,

01:00:14.257 --> 01:00:16.139
but when someone is paying

01:00:16.199 --> 01:00:16.978
out of pocket for the

01:00:16.998 --> 01:00:17.940
gallon of milk or for the

01:00:17.980 --> 01:00:20.101
physical therapy or whatever, uh,

01:00:21.246 --> 01:00:22.527
They're choosing who they

01:00:22.547 --> 01:00:23.206
want to work with.

01:00:23.708 --> 01:00:24.869
And I think sometimes these

01:00:24.929 --> 01:00:26.150
insurance contracts distort

01:00:26.190 --> 01:00:28.911
that relationship between client,

01:00:28.952 --> 01:00:29.411
customer,

01:00:29.552 --> 01:00:32.773
and professional provider like us.

01:00:32.893 --> 01:00:33.735
I would say understand what

01:00:33.755 --> 01:00:34.396
business you're in.

01:00:34.576 --> 01:00:35.576
And if you are a physical

01:00:35.615 --> 01:00:37.057
therapist providing physical therapy,

01:00:37.077 --> 01:00:38.599
and that is the only tool you have,

01:00:38.978 --> 01:00:39.599
I hate to use it,

01:00:39.619 --> 01:00:40.900
but I got to in your toolbox,

01:00:41.260 --> 01:00:42.081
then you will get paid

01:00:42.521 --> 01:00:43.702
whatever the organization

01:00:43.722 --> 01:00:44.802
you have contracted with to

01:00:44.842 --> 01:00:47.045
provide that tool and not a dollar more.

01:00:47.664 --> 01:00:48.106
And that's it.

01:00:48.885 --> 01:00:50.887
So understand what business you're in.

01:00:51.206 --> 01:00:53.128
So what question, what business am I in?

01:00:53.489 --> 01:00:54.509
Am I in physical therapy?

01:00:54.750 --> 01:00:55.949
Then how you will solve that,

01:00:56.070 --> 01:00:57.791
how question is physical therapy.

01:00:57.811 --> 01:00:58.612
And you will get paid for

01:00:58.632 --> 01:01:00.253
that by whoever you have a contract with,

01:01:00.492 --> 01:01:01.273
whatever they decide.

01:01:01.432 --> 01:01:02.114
They're bigger than you.

01:01:02.134 --> 01:01:02.634
They're probably always

01:01:02.653 --> 01:01:03.735
going to be bigger than you.

01:01:04.335 --> 01:01:05.195
If you can provide...

01:01:06.132 --> 01:01:07.432
rehabilitation if you can

01:01:07.813 --> 01:01:09.054
provide empowerment if you

01:01:09.074 --> 01:01:10.215
can provide other things

01:01:10.414 --> 01:01:12.255
that's your what how you

01:01:12.295 --> 01:01:13.737
can do that is a multitude

01:01:13.757 --> 01:01:14.978
of ways and the people that

01:01:14.998 --> 01:01:16.119
are doing this are not in

01:01:16.139 --> 01:01:16.778
the facebook groups

01:01:16.818 --> 01:01:17.780
pitching they're out there

01:01:17.800 --> 01:01:18.780
just doing this they're

01:01:18.840 --> 01:01:20.322
understanding this and the

01:01:20.342 --> 01:01:21.543
last thing I'll say is if

01:01:21.583 --> 01:01:22.663
you just if you are you

01:01:22.702 --> 01:01:23.844
making decisions for your

01:01:23.884 --> 01:01:25.985
patients decisions for them

01:01:26.045 --> 01:01:27.065
I'm not saying this the

01:01:27.085 --> 01:01:28.306
saying is or is your job to

01:01:28.327 --> 01:01:29.068
give suggestions

01:01:30.414 --> 01:01:31.275
I'm here for milk.

01:01:31.675 --> 01:01:32.596
Then someone should just run

01:01:32.635 --> 01:01:33.496
out to your car and give

01:01:33.516 --> 01:01:34.456
you milk and never allow

01:01:34.496 --> 01:01:35.177
you in the store.

01:01:35.597 --> 01:01:36.318
Are you doing that?

01:01:36.637 --> 01:01:37.858
Are you just saying, here's the milk,

01:01:38.378 --> 01:01:39.000
get out of here?

01:01:39.320 --> 01:01:40.179
Or are you saying, yeah, man,

01:01:40.199 --> 01:01:41.420
you're here for milk, milk's in the back,

01:01:41.800 --> 01:01:42.402
take your time.

01:01:42.902 --> 01:01:43.802
Are you doing that?

01:01:44.123 --> 01:01:45.483
That is a business model

01:01:45.503 --> 01:01:46.603
that you can be in as a

01:01:46.643 --> 01:01:47.364
physical therapist.

01:01:48.224 --> 01:01:49.206
I was gonna talk about AOMT.

01:01:49.226 --> 01:01:50.487
I'm going to the AOMT conference.

01:01:51.126 --> 01:01:52.347
this is a good place to

01:01:52.387 --> 01:01:53.347
create content I'm going

01:01:53.367 --> 01:01:54.409
down there to record a lot

01:01:54.949 --> 01:01:56.489
I have a plan but I think

01:01:56.510 --> 01:01:57.789
it'll go sideways and

01:01:57.809 --> 01:01:58.951
that'll be fun but we're

01:01:58.971 --> 01:02:01.032
going to orlando so going

01:02:01.072 --> 01:02:02.273
down there to uh to do some

01:02:02.313 --> 01:02:03.652
episodes with amt they have

01:02:03.672 --> 01:02:04.574
a podcast I helped them

01:02:04.614 --> 01:02:05.733
launch it that's a little

01:02:05.773 --> 01:02:06.695
plug there but if you're a

01:02:06.715 --> 01:02:07.534
manual therapist they're

01:02:07.574 --> 01:02:08.356
talking about manual

01:02:08.376 --> 01:02:10.376
physical therapy things um

01:02:11.077 --> 01:02:12.858
orlando so not a bad not a

01:02:12.898 --> 01:02:13.518
bad place to be it's

01:02:13.538 --> 01:02:14.157
getting a little cool here

01:02:14.179 --> 01:02:14.739
in the northeast

01:02:16.485 --> 01:02:17.626
We'll be back on Tuesday

01:02:17.646 --> 01:02:18.266
with the live stream.

01:02:18.628 --> 01:02:19.387
Dana Strauss,

01:02:19.447 --> 01:02:20.469
as we've mentioned a couple

01:02:20.489 --> 01:02:21.009
different times.

01:02:21.548 --> 01:02:21.748
Dana,

01:02:21.768 --> 01:02:23.891
your episode is out on video and the

01:02:23.931 --> 01:02:25.110
podcast on Monday.

01:02:25.291 --> 01:02:28.012
Gentlemen, have a great weekend.

01:02:28.052 --> 01:02:28.273
Thank you.

01:02:45.117 --> 01:02:46.391
Well, delayed reaction on that outro.