The PT Profession Has a Math Problem

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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how to be honest this one feels this

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feel i heard something i think tony

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maritato not even something you said

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before we went live just the vibe you

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said something about the profession not

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existing i mean if that isn't a cold

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open i don't know what is um do

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we want to start with someone else's post

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is that we want to start with are

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you trying to find that one yeah i've

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got it let me pull it up so

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richard severn which i think probably most

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people know

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I'm going to put it on the screen.

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This was posted on his personal profile,

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the doctor of physical therapy students,

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a bunch of different places.

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And basically,

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he's talking about the financial viability

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of the profession, right?

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He's like, I don't want to talk,

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make it all about finances.

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And there have been multiple therapists

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and educators in the profession talking

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about finance.

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But he talks about challenges to the

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financial viability of the profession,

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clinical practice.

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This generation of students is more aware

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of their finances than ever before.

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Talking about return on the investment,

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putting academic PT programs under threat.

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You talk to students.

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You kind of have your finger on the

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pulse.

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Before I keep going,

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what's been your experience?

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I don't truthfully think PT students in

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the programs are thinking about finances

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at all.

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but i think i think they're thinking about

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it more than they did ten years ago

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i do not do that is that funny

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because i'm right or funny because i'm

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wrong more more is relative right before

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it was zero now it's one percent well

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well all right let me it's it's hard

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to measure but i don't think there was

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much discussion there was zero ten years

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ago and now there's some so that's a

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thousand percent more right exactly uh

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Yeah, I think I've said this before,

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and this is not a knock on education,

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but after eighth grade is ninth grade and

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after ninth grade is tenth grade,

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there's always a thing.

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So there was always a thing to land

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on.

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That's how it was for me now.

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the closer you got to the end of

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high school,

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the more your teachers were like,

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you know, you need to do some stuff,

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right?

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You can't just show up and sit there

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and then be moved along to the next

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number.

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Eventually,

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like you're going to get the boot, right?

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So I think that was sort of the

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debt,

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like the idea ten years ago when I

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graduated from PT school, and again,

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only ten years ago, was there's a job,

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like you're going to work for it,

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but there will be one.

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And now some of those jobs,

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you're underwater in terms of like

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whatever you owe versus whatever it's

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paying.

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And that should be a wake-up call that

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you need to do something different.

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It doesn't necessarily need to be more.

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I mean,

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listen to a guy like Chris Corner and

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he's like,

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you don't need to necessarily just keep

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working more hours, right?

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There is that whole, I mean,

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if I heard it,

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if there's a cliche for the last ten

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years, it's trade time for money.

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Yeah, it's ability for money.

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It's time for money, right?

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But if you're in first gear and for

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every spin of the pedals,

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you're only getting one spin of the back

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wheel, that's not good.

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Figure out something else to do.

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Maybe don't bail out of the profession

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altogether before you look around and say,

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well, what else do I like to do?

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What am I good at?

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What is no one else doing that a

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bunch of people need to do?

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Again,

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still shocked that no one's also adding...

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food service i thought your idea for like

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like meal prepping with people who were

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either homebound or just don't have the

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time or like me i have lots of

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time i don't like doing it and i

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would pay someone to do that right i'm

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not lazy i just i'd rather be outside

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mowing the lawn or weed whacking than i

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would cooking something and other people

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are vice versa

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So I think the fact that if you

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don't know who Rich Severn is,

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he might be one of the last people

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to go out of the way,

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in my opinion, to talk about finances.

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This guy's all about clinical excellence.

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He's in academia.

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And the fact that he's doing this,

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but he's also seeing this full circle

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moment, I think.

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Because at eleven fifty nine on the clock,

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you have students and at twelve oh one,

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you have academics and programs.

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And now I think they're both

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Touching each other, right?

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I mean,

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somebody had a stat the other day of

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how many colleges there were in the

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country and how many of them were

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financially in trouble.

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And the number wasn't good.

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It was a significant amount.

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I think Rich is looking at it from

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the lens of like, well,

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if these schools are in trouble,

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who's going to be teaching the next

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generation of PTs?

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The answer might be no one.

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And then what happens?

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other professions absorb the things that

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we did i think that's the route that

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you were going and that's the route that's

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sort of what i i didn't even read

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rich's post i didn't see it but i've

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listened to rich enough to go i think

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i know where he's going rich isn't the

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guy trying to get loaded he ain't the

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guy trying to get rich rich ironically is

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trying to just teach people and be happy

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and be good so um i'm on a

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diatribe here so oh uh my thing i

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think students are more aware of it

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And one step further,

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I think the ones that are hyper aware

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of it aren't making the decision to go

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to PT school.

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I think the ones that are actually

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crunching the numbers and looking at them

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and saying, this math, don't math.

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We never hear from, I never meet them.

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They never listened to this podcast

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because they never make the decision.

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They're gone.

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Right.

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Yeah.

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And that's what it is.

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You know,

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basically what I'm taking away from his

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post is if the financial situation in

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clinical practice improves,

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the value of the profession improves,

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we attract more people.

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And when I look at that, I mean,

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it goes back to chicken or the egg.

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Are we as a profession past the point

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where maybe back in the day,

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We were able to kind of bring people

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in,

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attract students who just want to help

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people, right?

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That's what we did.

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Now it's not financially viable anymore to

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just want to help people because the

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people helping people need to buy a house,

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need to buy a car,

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need to raise their kids,

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like do all of this stuff.

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So all morning I was playing around with

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AI and I was talking to AI.

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I'm like,

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how do you differentiate between the

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healer physical therapist who wants hands

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on the patient,

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the therapist who wants an hour dedicated

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to each individual,

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make a fully customized treatment plan

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versus somebody more in my world where I'm

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like, look, we're all humans.

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We need to walk or locomote.

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We need to move through space,

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however we do that.

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We need to lift and push and pull

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and carry.

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I can develop a plan that pretty much

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works everything.

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I haven't taken a student for probably

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almost ten years.

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Since before COVID,

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I haven't accepted any students.

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Yesterday,

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I talked to a local high school.

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They're like, I've got this young girl.

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She really wants to be a physical

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therapist.

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She's in her senior year of high school.

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Can we do this arrangement?

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I was like, yeah, we'll take her.

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Because now we're kind of in a better

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position to provide the student with what

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I believe they need.

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But with that,

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one of the main things I'm going to

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show this student is, look,

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here's ten humans that all walked in with

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different conditions, a back, a shoulder,

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a knee, a hip or whatever.

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They all have different histories.

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They're all unique personalities.

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They're all kind of snowflakes in their

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own way.

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But at the end of the day,

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every single one of them will benefit from

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doing these five things,

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walking across the balance beam,

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carrying a weight, you know,

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resisting this motion, whatever it is.

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And that's where I go back to him.

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Like, first,

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we have the identity issue of am I

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the person who has to do the intervention

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or am I the person who who now

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analyzes the situation,

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determines the plan of care and then lets

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the technician

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deliver the intervention,

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not even a physical therapist assistant,

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but an actual unlicensed tech that's been

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trained by me.

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And if we continue down the road as

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a profession,

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fostering the culture that nope everything

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has to be done by the pt or

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the pta nothing can be outsourced to the

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technician working under the pt or the pta

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i just think we we've passed that uh

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replacement population growth where now

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we're declining and at some point

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correct at some point we're going to be

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replaced and it's not so much that i'm

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going to replace it's what i deliver is

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going to be replaced okay this person

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walks in they have shoulder pain they want

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to reduce pain and improve function i

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don't i'm not the only option to do

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that i'm one option to do that and

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if i can't do it at scale somebody

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else is going to come in and do

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it because these individuals need that

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outcome

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Funny part is this last weekend,

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I was at like a prompt growth summit.

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This brought a bunch of practice owners

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in.

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And my job for two of the sessions,

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and you're gonna love this, was poke.

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Ask a question until you got enough people

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talking and then shut up,

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which is harder for me to do,

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but I did it.

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And the only rule was we can talk

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about the ideas that were there,

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just like Graham sessions at that one

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conference, just don't say who said what.

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And the idea of PTAs or care extenders

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were brought up and all these practice

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owners, most of them were larger,

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footprints all of them most of them were

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in agreement that is a great idea in

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fact if you're not doing it that math

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don't math and these are the people who

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are paying attention to their own math

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they're not using hypothetical math

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they're using their math in with their

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payer mix in their state with their staff

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their overhead their costs and they're all

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saying yeah we we are doing this as

00:10:16.669 --> 00:10:18.490
much as we possibly can and if not

00:10:18.530 --> 00:10:19.431
we should be doing it more

00:10:21.126 --> 00:10:22.628
Yeah.

00:10:22.648 --> 00:10:23.388
So is it ego?

00:10:23.509 --> 00:10:26.090
Is it I'm these these are the hands

00:10:26.129 --> 00:10:26.649
of a healer?

00:10:26.711 --> 00:10:29.731
Is it that is it we're taught that

00:10:29.812 --> 00:10:31.774
we're the one don't let someone else do

00:10:31.813 --> 00:10:32.994
the thing that's the magic.

00:10:33.053 --> 00:10:34.855
But you and I think both agree that

00:10:34.895 --> 00:10:35.995
these aren't magic.

00:10:36.056 --> 00:10:36.557
It's you know,

00:10:36.576 --> 00:10:38.538
it's supposed to be this and sort of

00:10:38.577 --> 00:10:39.979
this like, I don't know.

00:10:41.275 --> 00:10:43.517
I think it's a combination of, you know,

00:10:43.537 --> 00:10:45.918
I go back to listening on TikTok,

00:10:46.778 --> 00:10:48.919
this particular OT that I listen to a

00:10:48.960 --> 00:10:49.320
lot,

00:10:50.681 --> 00:10:52.400
who I completely disagree with all of her

00:10:52.480 --> 00:10:53.861
perspectives.

00:10:54.081 --> 00:10:54.782
I don't know her name,

00:10:55.403 --> 00:10:56.763
and I wouldn't say it even if I

00:10:56.822 --> 00:10:57.144
did.

00:10:57.183 --> 00:10:58.043
What are her perspectives?

00:10:58.083 --> 00:10:58.583
What is her stance?

00:10:58.604 --> 00:11:01.345
Well, it's just back to...

00:11:03.995 --> 00:11:05.937
Each individual needs a customized,

00:11:06.499 --> 00:11:07.700
dedicated plan.

00:11:07.740 --> 00:11:10.202
And we've got all of this knowledge in

00:11:10.243 --> 00:11:11.183
our head, which we do.

00:11:12.945 --> 00:11:17.230
They basically want the patient to get a

00:11:17.269 --> 00:11:18.731
thousand dollar experience

00:11:19.655 --> 00:11:21.517
But they refuse to allow the patient to

00:11:21.537 --> 00:11:22.118
pay for it.

00:11:22.158 --> 00:11:24.578
They expect the taxpayer in the community

00:11:24.599 --> 00:11:25.279
to pay for it.

00:11:26.980 --> 00:11:29.503
And they refuse to provide the service for

00:11:29.562 --> 00:11:31.303
less money because they need to make

00:11:31.364 --> 00:11:31.624
money.

00:11:31.683 --> 00:11:33.466
So they want to get paid more.

00:11:34.206 --> 00:11:38.068
They want non-patients to pay the bill for

00:11:38.089 --> 00:11:38.448
them.

00:11:39.169 --> 00:11:40.571
It's like they want all of these things

00:11:40.591 --> 00:11:40.931
together.

00:11:40.951 --> 00:11:42.772
And then this is where I really struggle

00:11:42.912 --> 00:11:43.292
also.

00:11:44.212 --> 00:11:46.014
i'm like where do you draw the line

00:11:46.053 --> 00:11:49.115
between personal responsibility versus

00:11:49.154 --> 00:11:52.277
this kind of victim mentality where she

00:11:52.537 --> 00:11:55.577
she's like hey i was burnt out i

00:11:55.597 --> 00:11:57.818
couldn't stay in the clinic i'm out of

00:11:57.938 --> 00:12:01.600
patient care but i'm still an ot and

00:12:01.640 --> 00:12:03.682
i want other ots to be more like

00:12:03.761 --> 00:12:06.383
me well if everybody's like you nobody's

00:12:06.403 --> 00:12:08.124
going to treat patients everybody's going

00:12:08.144 --> 00:12:09.664
to teach people how to treat patients and

00:12:09.684 --> 00:12:11.265
nobody's going to treat patients yeah

00:12:12.345 --> 00:12:13.325
Um, so again,

00:12:13.345 --> 00:12:15.105
that's not a sustainable profession.

00:12:15.125 --> 00:12:17.366
Like I can't hire somebody like that.

00:12:17.407 --> 00:12:19.246
That's why I've given up on hiring

00:12:19.628 --> 00:12:20.288
clinicians.

00:12:20.388 --> 00:12:21.307
I just can't do it.

00:12:22.828 --> 00:12:23.849
Who would be perfect for you?

00:12:23.869 --> 00:12:24.028
Like,

00:12:24.308 --> 00:12:25.830
how would you describe the person who you

00:12:25.850 --> 00:12:26.990
would love to have walk in and you'd

00:12:27.029 --> 00:12:27.330
hire?

00:12:27.830 --> 00:12:28.630
What, what, what, what are their,

00:12:28.650 --> 00:12:29.610
what would their motive?

00:12:29.671 --> 00:12:30.530
Like, what would their vibe be?

00:12:30.551 --> 00:12:31.272
And what would they like?

00:12:31.292 --> 00:12:33.172
What would the, what would drive them?

00:12:33.211 --> 00:12:34.033
That's a great question.

00:12:34.373 --> 00:12:36.113
I think a big part of it is

00:12:36.413 --> 00:12:38.214
you don't have to do what I do.

00:12:38.474 --> 00:12:39.453
You don't have to do it the way

00:12:39.514 --> 00:12:39.934
I do it.

00:12:39.975 --> 00:12:40.914
You can do your own thing.

00:12:41.703 --> 00:12:45.687
But you have to have a passion for

00:12:46.567 --> 00:12:47.889
putting the numbers together,

00:12:47.989 --> 00:12:50.549
understanding the finances behind it,

00:12:50.610 --> 00:12:53.032
making conscious decisions of, hey,

00:12:53.131 --> 00:12:56.073
I'm willing to sacrifice more income

00:12:56.634 --> 00:12:57.956
because I'm going to do what I want

00:12:57.975 --> 00:13:00.677
to do versus I want to do what

00:13:00.717 --> 00:13:02.058
I want to do and I want to

00:13:02.178 --> 00:13:04.220
make a premium income.

00:13:04.259 --> 00:13:05.760
Like Dave's not here today,

00:13:05.801 --> 00:13:09.923
but Dave makes a premium income for what

00:13:09.964 --> 00:13:10.384
he does.

00:13:11.855 --> 00:13:13.515
I'm okay taking less money.

00:13:13.875 --> 00:13:16.197
I take a lot less money for delivering

00:13:16.216 --> 00:13:18.177
what I still believe is an outstanding

00:13:18.216 --> 00:13:20.418
patient care experience, you know?

00:13:20.457 --> 00:13:22.619
And so what I would look for in

00:13:22.678 --> 00:13:24.779
an individual who potentially could join

00:13:24.820 --> 00:13:27.941
the team would be somebody who they're,

00:13:28.100 --> 00:13:30.022
they're a self-starter.

00:13:30.182 --> 00:13:31.402
They think independently,

00:13:31.802 --> 00:13:32.802
they know what they want to do.

00:13:32.842 --> 00:13:34.123
They know what they want to achieve.

00:13:34.163 --> 00:13:36.203
They understand the finances behind it.

00:13:36.244 --> 00:13:36.524
They can,

00:13:36.583 --> 00:13:39.424
they can find a middle ground between

00:13:40.023 --> 00:13:41.923
making enough money to be comfortable,

00:13:42.903 --> 00:13:44.904
achieving their financial goals,

00:13:45.524 --> 00:13:47.285
and still delivering an experience that

00:13:47.306 --> 00:13:47.905
the patient wants,

00:13:48.106 --> 00:13:50.106
even if it's nothing like the experience

00:13:50.126 --> 00:13:50.908
that I deliver.

00:13:51.908 --> 00:13:54.308
But that person is doing it themselves,

00:13:54.629 --> 00:13:56.889
and there's no reason for them to come

00:13:56.909 --> 00:13:59.572
work for me.

00:13:59.692 --> 00:14:02.692
If I worked for you or Dave,

00:14:02.852 --> 00:14:04.313
I would have stayed in clinical practice

00:14:04.514 --> 00:14:04.833
longer.

00:14:05.523 --> 00:14:08.464
The reason I left was my brain don't

00:14:08.504 --> 00:14:10.464
brain like some people were like, oh,

00:14:10.504 --> 00:14:12.965
you're the angle of the force that you're

00:14:13.105 --> 00:14:14.004
using on the tibia.

00:14:14.024 --> 00:14:15.764
Jimmy, you're ten degrees off, buddy.

00:14:15.784 --> 00:14:16.346
Like, what do you do?

00:14:16.745 --> 00:14:17.686
And I just remember being like,

00:14:18.086 --> 00:14:18.505
I don't know,

00:14:18.546 --> 00:14:20.105
like I sort of felt like getting a

00:14:20.125 --> 00:14:20.225
move.

00:14:20.245 --> 00:14:21.826
Their leg was like more more.

00:14:21.846 --> 00:14:23.086
That was eighty five percent of it.

00:14:23.486 --> 00:14:25.148
So I felt like the places that I

00:14:25.187 --> 00:14:25.807
worked were

00:14:28.089 --> 00:14:29.491
way focused on the wrong thing.

00:14:29.532 --> 00:14:30.575
And I kept looking at myself in the

00:14:30.595 --> 00:14:31.216
mirror being like,

00:14:31.255 --> 00:14:33.480
you are round peg in square hole world.

00:14:33.841 --> 00:14:34.643
You got to get the hell out of

00:14:34.663 --> 00:14:34.823
there.

00:14:35.124 --> 00:14:35.264
Like,

00:14:35.304 --> 00:14:36.628
I feel like more people need to talk

00:14:36.668 --> 00:14:37.068
about that.

00:14:37.389 --> 00:14:38.652
What you're talking about, which is...

00:14:39.446 --> 00:14:40.167
And, you know,

00:14:40.206 --> 00:14:42.548
my physical therapist assistant and I talk

00:14:42.567 --> 00:14:43.028
about this.

00:14:43.048 --> 00:14:44.849
We're like, it doesn't really matter.

00:14:45.289 --> 00:14:47.390
It doesn't have to be that technical.

00:14:47.431 --> 00:14:50.153
There are cases where it does need to

00:14:50.192 --> 00:14:51.113
be that technical.

00:14:51.734 --> 00:14:55.015
And that's where I think the value is.

00:14:55.456 --> 00:14:57.157
Those therapists are working for

00:14:57.216 --> 00:14:59.077
institutions where they're not being

00:14:59.138 --> 00:14:59.698
monitored.

00:14:59.719 --> 00:15:00.519
They're not, you know,

00:15:00.558 --> 00:15:02.360
productivity standards aren't at a hundred

00:15:02.379 --> 00:15:03.140
and twenty percent.

00:15:03.681 --> 00:15:06.101
you can have three patients walking

00:15:06.162 --> 00:15:08.342
working with a patient who had a stroke

00:15:08.863 --> 00:15:11.663
and and all of that resource going into

00:15:11.683 --> 00:15:13.325
that one individual because that

00:15:13.384 --> 00:15:16.105
institution is making all their money

00:15:16.145 --> 00:15:17.405
somewhere else yeah correct the overhead

00:15:17.426 --> 00:15:19.427
is covered you could do nothing and the

00:15:19.466 --> 00:15:21.687
overhead is covered right right but in my

00:15:21.988 --> 00:15:24.087
my situation it's more like hey we just

00:15:24.128 --> 00:15:25.849
need to move we need to work out

00:15:25.889 --> 00:15:28.370
like the individual just needs a little

00:15:28.389 --> 00:15:30.791
more fit now i will say real quick

00:15:31.710 --> 00:15:35.510
So yesterday I had two situations where I

00:15:35.850 --> 00:15:37.072
evaluated a patient,

00:15:37.851 --> 00:15:39.711
I expected a specific outcome.

00:15:40.633 --> 00:15:41.852
During the treatment,

00:15:43.153 --> 00:15:46.254
I found new information that changed my

00:15:46.333 --> 00:15:48.735
perspective on what this person actually

00:15:48.794 --> 00:15:49.154
needed.

00:15:49.855 --> 00:15:51.895
Hence, I changed what we were doing.

00:15:52.395 --> 00:15:54.115
If I had delegated that out to a

00:15:54.176 --> 00:15:56.037
technician that is not a therapist,

00:15:56.157 --> 00:15:57.537
I don't think that would have been

00:15:57.897 --> 00:15:59.238
necessarily identified.

00:15:59.837 --> 00:16:01.318
It might have been identified two,

00:16:01.359 --> 00:16:04.061
three sessions later after some of that

00:16:04.100 --> 00:16:05.341
money had been wasted.

00:16:05.942 --> 00:16:07.123
So again,

00:16:07.643 --> 00:16:09.865
I'm still trying to find that balance

00:16:09.904 --> 00:16:11.225
point where, yeah,

00:16:11.525 --> 00:16:13.486
I can have a standardized protocol.

00:16:13.567 --> 00:16:14.388
Everybody comes in.

00:16:14.447 --> 00:16:15.788
They do the same ten things.

00:16:15.808 --> 00:16:17.330
They're all going to get some level of

00:16:17.389 --> 00:16:17.990
improvement,

00:16:18.029 --> 00:16:19.551
but they're going to be people who need

00:16:19.711 --> 00:16:22.793
more direct supervision,

00:16:22.833 --> 00:16:24.154
more direct analysis.

00:16:25.094 --> 00:16:27.095
i don't know where that point is yeah

00:16:27.895 --> 00:16:30.216
but i go back to like all right

00:16:30.298 --> 00:16:32.979
there are therapists who who have to go

00:16:33.078 --> 00:16:36.181
and do legal depositions they've been

00:16:36.260 --> 00:16:39.683
documenting for twenty years preparing for

00:16:39.703 --> 00:16:41.445
the one time that they have to go

00:16:41.644 --> 00:16:44.746
do a deposition that is a whole lot

00:16:44.787 --> 00:16:47.028
of over documentation for the chance that

00:16:47.168 --> 00:16:48.830
one time in twenty years i'm gonna get

00:16:48.870 --> 00:16:50.230
called into a court of law

00:16:51.331 --> 00:16:52.153
And like,

00:16:52.273 --> 00:16:53.753
these are the kinds of things that I'm

00:16:53.793 --> 00:16:54.072
like,

00:16:54.193 --> 00:16:57.434
you don't over-treat everybody just

00:16:57.475 --> 00:16:58.755
because occasionally there's going to be

00:16:58.875 --> 00:17:00.836
one or two cases that do need more,

00:17:01.437 --> 00:17:03.898
you know, let's go the other direction,

00:17:04.598 --> 00:17:06.338
figure out a system where if there is

00:17:06.380 --> 00:17:08.200
something, a red flag that pops up,

00:17:09.040 --> 00:17:10.060
we can identify it.

00:17:10.101 --> 00:17:12.342
Then that person goes to the specialist.

00:17:12.422 --> 00:17:14.502
Not everybody goes to the specialist.

00:17:14.723 --> 00:17:15.263
Right.

00:17:15.304 --> 00:17:16.044
Yeah.

00:17:16.104 --> 00:17:17.025
Horses, not zebras.

00:17:18.804 --> 00:17:21.365
When does this break?

00:17:21.465 --> 00:17:24.288
You brought something up very briefly that

00:17:24.449 --> 00:17:26.550
I think actually tips the scales.

00:17:28.373 --> 00:17:29.693
We don't have a problem right now,

00:17:29.933 --> 00:17:30.974
or everybody tells me at least,

00:17:31.115 --> 00:17:32.797
most of the time problem is not finding

00:17:32.836 --> 00:17:33.317
patients.

00:17:34.137 --> 00:17:34.637
Right.

00:17:34.678 --> 00:17:36.059
But when there are less humans,

00:17:37.361 --> 00:17:39.962
I imagine right now the biggest two

00:17:39.982 --> 00:17:40.503
problems,

00:17:40.604 --> 00:17:41.724
there's going to be three problems, right?

00:17:42.045 --> 00:17:43.286
The biggest of the two or the three

00:17:43.326 --> 00:17:43.866
right now are

00:17:44.752 --> 00:17:44.972
Well,

00:17:44.992 --> 00:17:46.834
I'm getting paid less for doing work.

00:17:47.534 --> 00:17:49.713
I've got to figure out how to take

00:17:49.733 --> 00:17:50.574
a hundred dollars,

00:17:51.075 --> 00:17:53.154
but provide something for sixty dollars so

00:17:53.214 --> 00:17:54.335
I can at least make forty.

00:17:54.855 --> 00:17:54.996
Right.

00:17:55.036 --> 00:17:56.175
So it's the economics.

00:17:56.195 --> 00:17:57.036
We'll call it the number.

00:17:57.615 --> 00:17:59.517
And then it's I need more people who

00:17:59.557 --> 00:18:02.718
want to do the thing that brings in

00:18:02.758 --> 00:18:03.218
the revenue.

00:18:03.478 --> 00:18:04.557
It's not the patient's thing.

00:18:05.038 --> 00:18:06.699
What happens when we throw the third

00:18:06.759 --> 00:18:07.499
problem on there?

00:18:08.058 --> 00:18:10.000
And I'm sure AI could map this out

00:18:10.019 --> 00:18:11.660
with a bell curve of

00:18:12.160 --> 00:18:13.661
Where the population dip is, right?

00:18:13.681 --> 00:18:15.602
Because the end of the baby boom is

00:18:15.741 --> 00:18:16.481
in their seventies.

00:18:16.561 --> 00:18:17.182
I think my dad,

00:18:17.222 --> 00:18:18.083
the end of the baby boom,

00:18:18.103 --> 00:18:19.063
and he's seventy three.

00:18:19.683 --> 00:18:22.644
So like, yeah, in ten years,

00:18:24.066 --> 00:18:24.945
what's that kind of I mean,

00:18:24.986 --> 00:18:25.967
is that going to be the thing that

00:18:26.126 --> 00:18:26.507
really,

00:18:27.587 --> 00:18:29.248
really puts the pressure on all of the

00:18:29.268 --> 00:18:30.368
things that we're talking about now?

00:18:31.945 --> 00:18:34.448
uh that's a good question yeah i i

00:18:34.508 --> 00:18:37.810
think there's there's that but then you go

00:18:38.371 --> 00:18:41.653
deeper and you're like okay well how much

00:18:41.753 --> 00:18:43.635
is hinge and sword gonna take off our

00:18:43.675 --> 00:18:46.657
plate you know for the individuals like

00:18:46.698 --> 00:18:49.361
how are they gonna commoditize at scale

00:18:49.941 --> 00:18:51.761
simple orthopedic cases that would have

00:18:51.821 --> 00:18:53.821
come to a live physical therapist that

00:18:53.842 --> 00:18:55.163
don't really need a live physical

00:18:55.182 --> 00:18:55.843
therapist,

00:18:55.863 --> 00:18:57.103
they would have taken care of that.

00:18:57.623 --> 00:19:00.624
How is AI and technology gonna develop new

00:19:00.683 --> 00:19:01.424
interventions?

00:19:01.464 --> 00:19:03.045
I mean, AI in healthcare,

00:19:03.105 --> 00:19:04.605
robotics in healthcare,

00:19:05.165 --> 00:19:07.086
like I do think this is gonna have

00:19:07.106 --> 00:19:09.346
a major impact where maybe we don't have

00:19:09.386 --> 00:19:12.188
as many people who are gonna need the

00:19:12.228 --> 00:19:14.229
services of human physical therapist.

00:19:15.430 --> 00:19:18.311
Are we going to advance technology quicker

00:19:19.032 --> 00:19:21.454
than the population of licensed PTs is

00:19:21.474 --> 00:19:22.296
going to decline?

00:19:22.957 --> 00:19:24.577
Who's going to get to the finish line

00:19:24.657 --> 00:19:25.098
first?

00:19:25.719 --> 00:19:26.200
I don't know.

00:19:27.760 --> 00:19:30.523
Or is the educational system going to

00:19:30.564 --> 00:19:31.345
change and adapt?

00:19:31.444 --> 00:19:31.664
You know,

00:19:31.684 --> 00:19:34.468
are they gonna change the culture of who

00:19:34.528 --> 00:19:36.229
are we putting out into the profession?

00:19:36.628 --> 00:19:38.931
Who are the students we're attracting?

00:19:39.471 --> 00:19:43.394
Why is it that chiropractors tend to go

00:19:43.434 --> 00:19:45.336
into private practice more than physical

00:19:45.355 --> 00:19:45.896
therapists?

00:19:46.457 --> 00:19:49.900
Is it because the educational programs of

00:19:50.000 --> 00:19:52.682
chiropractic care are attracting more

00:19:52.762 --> 00:19:54.503
entrepreneurial people?

00:19:54.544 --> 00:19:55.664
Like they wanna help people,

00:19:55.825 --> 00:19:56.665
I wanna help people.

00:19:57.145 --> 00:19:58.586
They want to do it in different ways.

00:19:58.707 --> 00:20:00.707
Why are so many chiropractors in private

00:20:00.747 --> 00:20:03.847
practice where PTs, which is fine.

00:20:04.407 --> 00:20:06.868
I am totally a proponent of, look,

00:20:06.969 --> 00:20:09.670
just wipe out all outpatient orthopedic

00:20:10.009 --> 00:20:11.391
from insurance based care.

00:20:12.412 --> 00:20:14.253
If you want to do outpatient orthopedic,

00:20:14.294 --> 00:20:15.315
go work for a hospital,

00:20:15.355 --> 00:20:16.635
go work for an institution,

00:20:16.695 --> 00:20:18.798
go work for a place that you can

00:20:18.919 --> 00:20:21.080
focus on being the best therapist you can

00:20:21.121 --> 00:20:22.662
be without doing marketing,

00:20:22.701 --> 00:20:23.923
without answering calls,

00:20:23.963 --> 00:20:25.765
without scheduling patients and accepting

00:20:25.805 --> 00:20:26.726
copays.

00:20:26.746 --> 00:20:27.567
Just go do that.

00:20:28.528 --> 00:20:30.891
And then let's change the face of

00:20:31.151 --> 00:20:32.672
outpatient private practice,

00:20:32.731 --> 00:20:32.952
which

00:20:34.133 --> 00:20:35.232
You weren't on the episode.

00:20:35.252 --> 00:20:36.712
Dave and I were talking, I think,

00:20:37.794 --> 00:20:41.314
with the PTs who are teaching personal

00:20:41.354 --> 00:20:42.875
trainers how to do PT.

00:20:43.615 --> 00:20:43.954
But yeah,

00:20:44.015 --> 00:20:45.154
you and I talked about it because you

00:20:45.194 --> 00:20:46.795
did Active Life interview.

00:20:46.855 --> 00:20:47.575
And yeah,

00:20:47.596 --> 00:20:51.096
like maybe that's the future of outpatient

00:20:51.175 --> 00:20:51.615
ortho.

00:20:51.675 --> 00:20:53.936
We just completely move away from

00:20:53.997 --> 00:20:54.537
insurance,

00:20:54.557 --> 00:20:56.517
completely move away from calling a PT.

00:20:56.537 --> 00:20:58.877
We're still providing the same outcome.

00:20:58.897 --> 00:21:00.958
And I think that's what's important.

00:21:01.394 --> 00:21:02.413
Yeah, that's the question that, you know,

00:21:02.433 --> 00:21:04.035
would a rose with any other name smell

00:21:04.075 --> 00:21:04.654
sweet, right?

00:21:05.295 --> 00:21:07.555
If I was licensed on Monday but dropped

00:21:07.575 --> 00:21:09.155
my license on Tuesday and still did the

00:21:09.195 --> 00:21:10.215
same thing on Wednesday,

00:21:11.556 --> 00:21:12.576
is it still the same?

00:21:12.715 --> 00:21:14.136
And the only difference is I can't bill

00:21:14.176 --> 00:21:14.676
insurance,

00:21:15.636 --> 00:21:17.217
which is probably one of the reasons why

00:21:17.277 --> 00:21:20.357
people don't want to work for,

00:21:20.377 --> 00:21:21.698
I'm not just going to say a hospital

00:21:21.718 --> 00:21:22.077
system.

00:21:22.117 --> 00:21:23.337
I don't think they're the big bad wolf

00:21:23.397 --> 00:21:24.519
all the time anyway.

00:21:25.338 --> 00:21:26.118
I don't want to be told what to

00:21:26.159 --> 00:21:26.419
do.

00:21:26.719 --> 00:21:29.519
I am an independent, autonomous thinker,

00:21:29.660 --> 00:21:30.680
which I agree with.

00:21:31.532 --> 00:21:33.613
But if you want more flexibility,

00:21:34.733 --> 00:21:36.413
you got to take more risk, right?

00:21:36.834 --> 00:21:38.794
If you want to hang your own shingle,

00:21:39.615 --> 00:21:40.894
you have to be the one responsible for

00:21:41.255 --> 00:21:42.095
doing all the things.

00:21:42.154 --> 00:21:44.075
I had a post on LinkedIn that I

00:21:44.195 --> 00:21:46.455
think it's one of the few times that

00:21:46.635 --> 00:21:47.635
everybody agreed with me.

00:21:47.695 --> 00:21:48.875
I said, if you own a private practice,

00:21:49.596 --> 00:21:50.916
you are not in the physical therapy

00:21:50.936 --> 00:21:51.237
business.

00:21:51.257 --> 00:21:52.416
You are in the marketing and patient

00:21:52.457 --> 00:21:53.237
attraction business.

00:21:53.257 --> 00:21:54.298
You're in the customer experience

00:21:54.317 --> 00:21:54.597
business.

00:21:54.617 --> 00:21:56.057
You're in the human resources business.

00:21:56.798 --> 00:21:58.219
When I got promoted in radio,

00:21:58.278 --> 00:21:59.920
my boss sat me down and was like,

00:21:59.980 --> 00:22:00.240
all right,

00:22:00.260 --> 00:22:01.261
today's your first day and you're

00:22:01.281 --> 00:22:02.001
officially in charge.

00:22:02.241 --> 00:22:02.762
And then he said,

00:22:03.282 --> 00:22:05.484
are you ready for someone on your staff

00:22:05.505 --> 00:22:06.806
to come in your office and cry?

00:22:07.006 --> 00:22:08.866
And I was like, no,

00:22:10.327 --> 00:22:11.449
why would that ever be a thing?

00:22:11.528 --> 00:22:12.670
And then three months later,

00:22:12.730 --> 00:22:14.551
someone's crying because they needed a

00:22:14.592 --> 00:22:16.093
weekend off because their grandma died.

00:22:16.133 --> 00:22:16.553
And I was like,

00:22:17.574 --> 00:22:19.875
I didn't realize I was in the people

00:22:19.915 --> 00:22:23.338
taking care of their emotions business,

00:22:23.519 --> 00:22:23.939
but I was.

00:22:24.159 --> 00:22:26.280
My job was to manage people.

00:22:27.946 --> 00:22:29.248
doesn't just mean like yell and tell them

00:22:29.268 --> 00:22:30.647
what to do in fact it's the opposite

00:22:30.688 --> 00:22:32.189
if i just treated them well i didn't

00:22:32.209 --> 00:22:34.690
have to tell them to do anything um

00:22:34.730 --> 00:22:35.869
getting a little off track but the the

00:22:35.950 --> 00:22:37.671
idea there is yeah so your idea would

00:22:37.691 --> 00:22:44.034
be outpatient physical therapy under

00:22:44.054 --> 00:22:46.013
insurance let the hospitals have it

00:22:46.355 --> 00:22:47.815
they're getting paid more for it anyway

00:22:49.576 --> 00:22:50.996
everything else is cash is that what you

00:22:51.016 --> 00:22:52.076
mean like we just take cash

00:22:52.664 --> 00:22:54.288
Yes, that is exactly what I mean.

00:22:54.888 --> 00:22:55.911
I wish I would have grabbed the

00:22:55.931 --> 00:22:56.551
screenshot.

00:22:56.652 --> 00:22:58.255
There was a physical therapist in one of

00:22:58.275 --> 00:22:59.656
the Facebook groups who said,

00:23:00.157 --> 00:23:00.999
I think it was a she,

00:23:01.359 --> 00:23:03.143
she went to physical therapy at a

00:23:03.163 --> 00:23:05.307
chiropractic-owned clinic.

00:23:05.628 --> 00:23:06.028
clinic.

00:23:06.549 --> 00:23:08.171
She saw a physical therapist.

00:23:08.830 --> 00:23:10.692
The bill went through for like seven

00:23:10.731 --> 00:23:11.893
hundred and fifty dollars.

00:23:11.952 --> 00:23:13.874
The clinic got paid four hundred and

00:23:13.913 --> 00:23:14.653
something dollars.

00:23:14.673 --> 00:23:16.015
She's like first.

00:23:16.174 --> 00:23:19.416
She said it was obscene to get paid

00:23:19.457 --> 00:23:21.458
that much for an hour of physical therapy.

00:23:21.979 --> 00:23:23.740
But what was she charged a copay?

00:23:24.740 --> 00:23:25.240
I don't even.

00:23:25.381 --> 00:23:26.001
Yeah, I don't know.

00:23:26.363 --> 00:23:28.605
But she mad because she got screwed or

00:23:28.645 --> 00:23:30.669
she like mad that someone else is getting

00:23:30.709 --> 00:23:31.529
paid so much.

00:23:31.809 --> 00:23:33.451
She got mad that somebody else was getting

00:23:33.491 --> 00:23:35.214
paid so much and she was getting paid

00:23:35.275 --> 00:23:37.017
so little when she was the physical

00:23:37.057 --> 00:23:38.179
therapist, not the patient.

00:23:38.432 --> 00:23:39.692
are you mad they're doing it?

00:23:39.794 --> 00:23:41.013
Or are you mad that they're doing it

00:23:41.074 --> 00:23:41.693
better than you?

00:23:41.773 --> 00:23:42.835
And I think you know the answer to

00:23:42.875 --> 00:23:43.595
that one.

00:23:43.615 --> 00:23:46.476
What's the opposite of schadenfreude?

00:23:46.516 --> 00:23:48.176
Schadenfreude is like the idea of you're

00:23:48.217 --> 00:23:50.897
happy when you see someone trip and fall.

00:23:51.198 --> 00:23:53.298
This is like someone's mad when someone's

00:23:53.357 --> 00:23:54.038
doing well.

00:23:54.538 --> 00:23:54.679
Dude,

00:23:54.778 --> 00:23:56.419
take that dude to lunch and be like,

00:23:56.599 --> 00:23:58.440
hey, how'd you do that?

00:23:58.700 --> 00:23:59.401
What are you doing?

00:23:59.520 --> 00:24:01.760
And it might just be a process issue

00:24:01.921 --> 00:24:03.241
or a contract issue.

00:24:03.662 --> 00:24:05.682
Instead of crapping on that person, like,

00:24:06.262 --> 00:24:07.963
buy him dinner and be like, teach me,

00:24:08.084 --> 00:24:09.144
teach me how, what are you doing?

00:24:09.184 --> 00:24:10.026
What are you doing differently?

00:24:10.046 --> 00:24:13.208
Because you're not competing as much with

00:24:13.268 --> 00:24:15.809
that person as you think you are competing

00:24:15.829 --> 00:24:19.173
against other time, gravity, skin cancer.

00:24:19.232 --> 00:24:20.653
We're competing against all those things.

00:24:20.673 --> 00:24:21.674
Those are the things that are actually

00:24:21.694 --> 00:24:22.275
trying to kill us.

00:24:22.494 --> 00:24:24.037
The dude down the street is just trying

00:24:24.057 --> 00:24:25.037
to do the same thing as you.

00:24:25.538 --> 00:24:26.798
I think that's, I believe that.

00:24:27.385 --> 00:24:27.546
Well,

00:24:27.566 --> 00:24:29.667
this goes back to the culture question.

00:24:30.167 --> 00:24:32.730
Is it a societal change or shift?

00:24:32.849 --> 00:24:34.911
Is it something within the universities

00:24:34.990 --> 00:24:37.153
which tend to skew more liberal?

00:24:37.932 --> 00:24:42.615
There are PTs right now who I'm trying

00:24:42.635 --> 00:24:45.238
to walk this line where it's like, look,

00:24:45.778 --> 00:24:47.720
somebody launched a business.

00:24:48.339 --> 00:24:49.480
outside of healthcare,

00:24:50.079 --> 00:24:52.080
grew this business to the highest

00:24:52.161 --> 00:24:54.601
valuation ever for a business.

00:24:55.101 --> 00:24:56.981
Now that business has lost thirty,

00:24:57.021 --> 00:24:59.582
forty percent of its value from its peak.

00:25:00.162 --> 00:25:03.042
And there are therapists celebrating that

00:25:03.083 --> 00:25:03.903
this business,

00:25:03.962 --> 00:25:07.742
which has lifted hundreds of people above

00:25:07.782 --> 00:25:09.584
a million dollar valuation,

00:25:09.644 --> 00:25:11.304
lifted thousands and thousands of people

00:25:11.344 --> 00:25:11.903
out of poverty.

00:25:12.604 --> 00:25:13.944
They're celebrating because they don't

00:25:13.964 --> 00:25:15.865
like the person who started the business.

00:25:16.585 --> 00:25:19.166
and so the business has lost value you

00:25:19.186 --> 00:25:22.109
know like it's a them versus us it's

00:25:22.170 --> 00:25:24.531
this whole thing that's pervasive through

00:25:24.571 --> 00:25:26.553
politics through life through everything

00:25:26.593 --> 00:25:28.494
now i could just be an an old

00:25:28.954 --> 00:25:31.616
guy who's like oh back in my day

00:25:31.636 --> 00:25:34.440
right but but i just i see this

00:25:34.500 --> 00:25:37.261
we're not celebrating the success and you

00:25:37.301 --> 00:25:38.903
say it all the time when the success

00:25:38.942 --> 00:25:40.845
happens people want to tear down that

00:25:40.904 --> 00:25:43.527
success unless it's happening to them and

00:25:43.567 --> 00:25:45.769
then they're mad that it you know um

00:25:46.527 --> 00:25:47.188
So I don't know.

00:25:47.208 --> 00:25:48.470
Did you see the movie Air,

00:25:48.611 --> 00:25:50.012
the Michael Jordan-like sort of biopic?

00:25:50.032 --> 00:25:50.413
I did not.

00:25:50.914 --> 00:25:51.355
Worth it.

00:25:51.915 --> 00:25:52.336
Worth it.

00:25:52.718 --> 00:25:54.881
Ben Affleck, Matt Damon.

00:25:56.278 --> 00:25:57.078
a good movie.

00:25:57.398 --> 00:25:58.140
It's a good movie,

00:25:58.200 --> 00:25:59.200
even though you and I are old enough

00:25:59.240 --> 00:26:01.561
to know the story, like, but even there,

00:26:01.982 --> 00:26:04.304
and there is a scene, the scene,

00:26:04.404 --> 00:26:06.486
the pivotal scene where Matt Damon is

00:26:06.546 --> 00:26:07.186
like, I don't know,

00:26:07.207 --> 00:26:09.167
like one of the agents for Nike, like,

00:26:10.128 --> 00:26:12.049
and he's telling,

00:26:12.090 --> 00:26:13.632
he's essentially pitching Michael Jordan

00:26:14.031 --> 00:26:15.973
as the third or fourth best shoe.

00:26:16.294 --> 00:26:18.154
Everybody is doing converse.

00:26:19.016 --> 00:26:20.136
Nike is not a thing then.

00:26:20.876 --> 00:26:21.417
And he's like,

00:26:22.489 --> 00:26:23.749
you're gonna win championships.

00:26:24.289 --> 00:26:26.289
The world is gonna build you up because

00:26:26.529 --> 00:26:27.550
you're a great story.

00:26:27.951 --> 00:26:29.351
You're this guy that was cut from his

00:26:29.391 --> 00:26:30.332
high school team,

00:26:30.771 --> 00:26:32.271
and then you won a championship in

00:26:32.311 --> 00:26:32.692
college.

00:26:33.012 --> 00:26:33.472
And he's like,

00:26:33.673 --> 00:26:34.833
you're gonna reach the mountaintop.

00:26:35.492 --> 00:26:36.574
And then they're gonna tear you down.

00:26:36.933 --> 00:26:38.555
Because when they build you into something

00:26:38.575 --> 00:26:39.535
that doesn't exist,

00:26:41.457 --> 00:26:43.478
you they have to you they can't let

00:26:43.498 --> 00:26:46.479
you exist like the the scene is so

00:26:46.519 --> 00:26:49.319
fantastic because that's true with an

00:26:49.400 --> 00:26:51.980
athlete an actor or actress a musician a

00:26:52.101 --> 00:26:54.801
company these all have faces right like

00:26:54.882 --> 00:26:57.482
all these companies have faces the first

00:26:57.502 --> 00:26:59.262
time someone pointed that out who has more

00:26:59.762 --> 00:27:01.604
instagram followers tim you know steve

00:27:01.644 --> 00:27:03.565
jobs or ins or or apple and i

00:27:03.585 --> 00:27:04.884
was like well obviously apple it's a

00:27:04.924 --> 00:27:06.365
company no it's the it's the face

00:27:07.252 --> 00:27:07.854
It's the face.

00:27:08.414 --> 00:27:09.016
So yeah,

00:27:09.036 --> 00:27:10.597
when you see someone down the street doing

00:27:10.637 --> 00:27:11.259
better than you,

00:27:12.181 --> 00:27:13.623
I forget who said it first,

00:27:13.663 --> 00:27:15.425
but the success isn't cake.

00:27:16.366 --> 00:27:17.729
If I got a big old slice,

00:27:18.190 --> 00:27:20.353
our mentality is from when we're little.

00:27:21.413 --> 00:27:23.155
I don't want that toy until my brother

00:27:23.195 --> 00:27:23.695
touched it.

00:27:24.076 --> 00:27:25.877
And then my brain doesn't need to be

00:27:25.917 --> 00:27:26.198
taught.

00:27:26.959 --> 00:27:28.220
One toy, if he has it,

00:27:28.339 --> 00:27:29.681
I have zero toy, right?

00:27:30.260 --> 00:27:31.721
That's not success, though.

00:27:31.883 --> 00:27:32.563
It's just not.

00:27:32.823 --> 00:27:35.184
It's the world's too big with too many

00:27:35.265 --> 00:27:37.926
opportunities to be focused on that.

00:27:38.167 --> 00:27:38.367
I mean,

00:27:38.807 --> 00:27:40.348
Jerry breaks it out more than anybody,

00:27:40.409 --> 00:27:41.490
I think, with that statistic.

00:27:41.690 --> 00:27:42.330
And I don't even,

00:27:42.810 --> 00:27:43.832
it's been said so many times,

00:27:43.852 --> 00:27:44.712
I'm not even sure where the hell the

00:27:44.732 --> 00:27:45.492
statistic came from,

00:27:45.532 --> 00:27:47.595
but that ninety-two percent of people who

00:27:47.634 --> 00:27:49.356
could use physical therapy don't even get

00:27:49.396 --> 00:27:49.477
it.

00:27:50.037 --> 00:27:51.760
So we're competing over the eight percent

00:27:52.261 --> 00:27:53.765
instead of the ninety two percent.

00:27:54.185 --> 00:27:54.386
Right.

00:27:54.646 --> 00:27:55.608
I told that story about

00:27:56.771 --> 00:27:57.792
When I ran the radio station,

00:27:57.813 --> 00:27:59.513
we had a budget for this one day,

00:27:59.574 --> 00:27:59.753
St.

00:27:59.794 --> 00:28:00.934
Patrick's Day in Scranton.

00:28:01.655 --> 00:28:03.136
And every year we pitched to get our

00:28:03.176 --> 00:28:04.718
budget funded by the boss.

00:28:04.778 --> 00:28:05.838
And eventually the boss said,

00:28:05.858 --> 00:28:06.559
what do you want to do on St.

00:28:06.579 --> 00:28:06.960
Patrick's Day?

00:28:06.980 --> 00:28:08.000
And I said, nothing.

00:28:08.840 --> 00:28:10.542
I wanted to take that money and spend

00:28:10.583 --> 00:28:12.104
it in April, May, and June.

00:28:12.463 --> 00:28:14.665
Because I saw you're all fighting over one

00:28:14.705 --> 00:28:16.467
day's worth of attention for ten grand.

00:28:16.887 --> 00:28:18.209
I'll just take my ten grand and I'll

00:28:18.229 --> 00:28:20.671
go spend it where no one else is.

00:28:21.010 --> 00:28:21.791
I'll go build...

00:28:22.952 --> 00:28:24.374
on cheap,

00:28:24.394 --> 00:28:26.976
cheap real estate and wait for the people

00:28:27.016 --> 00:28:28.678
to eventually move there or give them a

00:28:28.738 --> 00:28:29.298
reason to.

00:28:29.798 --> 00:28:31.579
Girls gone wild, right?

00:28:31.680 --> 00:28:33.541
Super bad, super horrible,

00:28:33.902 --> 00:28:37.384
like VHS empire built on buying every ad

00:28:37.444 --> 00:28:38.546
from eleven p.m.

00:28:38.566 --> 00:28:39.226
to five a.m.

00:28:39.266 --> 00:28:40.027
because it was cheap.

00:28:40.267 --> 00:28:41.548
And that's when his audience was awake.

00:28:41.887 --> 00:28:42.088
Right.

00:28:43.430 --> 00:28:47.292
We keep trying to out PT each other.

00:28:48.093 --> 00:28:49.334
The people who win will not.

00:28:49.575 --> 00:28:52.017
They will figure out a strategy to reach

00:28:52.057 --> 00:28:52.317
people

00:28:54.155 --> 00:28:54.756
in a different way,

00:28:55.135 --> 00:28:56.857
which is a good segue that I can

00:28:56.897 --> 00:28:58.137
go to unless you have something else.

00:28:58.198 --> 00:28:59.298
Yeah, go ahead.

00:28:59.318 --> 00:29:02.320
So we got a listener voicemail.

00:29:02.340 --> 00:29:03.221
Getting voicemails now.

00:29:03.281 --> 00:29:04.462
Someone sent me one of those voice

00:29:04.542 --> 00:29:05.983
messages in Instagram.

00:29:06.003 --> 00:29:07.003
I'll get her name in a second.

00:29:07.585 --> 00:29:09.645
But she was approached by a marketing

00:29:09.685 --> 00:29:12.528
company who essentially gave her a pitch

00:29:13.608 --> 00:29:15.710
and said, listen, X number of people...

00:29:15.750 --> 00:29:16.790
It's a good pitch anyway.

00:29:16.931 --> 00:29:19.613
They thought from her seat anyway.

00:29:20.582 --> 00:29:22.010
X number of people are moving to your

00:29:22.111 --> 00:29:22.432
area.

00:29:22.554 --> 00:29:23.862
You own a clinic in this area.

00:29:24.864 --> 00:29:27.246
here's five ways we can target those

00:29:27.286 --> 00:29:30.689
people before they decide who their

00:29:30.729 --> 00:29:33.211
physical therapist is now i think this is

00:29:33.250 --> 00:29:35.933
a good strategy i don't know if it's

00:29:35.953 --> 00:29:38.836
a good strategy for pt because i still

00:29:38.875 --> 00:29:41.999
think pt is pretty reactive right like i

00:29:42.019 --> 00:29:43.359
don't move into a town and go okay

00:29:43.720 --> 00:29:45.422
i gotta find a doctor i gotta find

00:29:45.561 --> 00:29:47.564
three good restaurants one place to have a

00:29:47.584 --> 00:29:49.925
drink and who's my pt right like we

00:29:49.986 --> 00:29:50.726
sort of look for pt

00:29:53.354 --> 00:29:54.855
arguably too late, right?

00:29:55.655 --> 00:29:56.375
Myself included.

00:29:57.237 --> 00:29:58.778
I start thinking of who my PT is

00:29:59.618 --> 00:30:01.019
when my elbow hurts or when my knee

00:30:01.059 --> 00:30:01.279
hurts.

00:30:01.759 --> 00:30:04.021
But I thought this strategy at least was

00:30:04.082 --> 00:30:04.402
pretty good.

00:30:04.422 --> 00:30:06.222
I'm not sure if I can make this

00:30:06.262 --> 00:30:07.044
any larger.

00:30:08.464 --> 00:30:09.945
Essentially, it was like saying,

00:30:10.645 --> 00:30:13.948
target the new families before they begin

00:30:14.048 --> 00:30:14.548
searching.

00:30:14.648 --> 00:30:16.309
So I like the idea.

00:30:16.910 --> 00:30:18.270
I just don't know if I love it

00:30:18.310 --> 00:30:19.291
for PT.

00:30:19.392 --> 00:30:21.613
And she was essentially asking us to sort

00:30:21.633 --> 00:30:22.874
of critique this pitch.

00:30:23.413 --> 00:30:25.776
I thought the image was designed pretty

00:30:25.816 --> 00:30:26.016
well.

00:30:26.695 --> 00:30:28.757
I'm sure if I was giving this image

00:30:28.777 --> 00:30:31.238
a prompt, I'd say, great design,

00:30:31.577 --> 00:30:33.459
lose fifty percent of the words, though.

00:30:33.558 --> 00:30:34.298
Right.

00:30:34.318 --> 00:30:34.460
Right.

00:30:34.500 --> 00:30:36.380
Better keep the better where maybe seventy

00:30:36.400 --> 00:30:38.260
percent of the words and just make the

00:30:38.280 --> 00:30:38.981
other words bigger.

00:30:40.061 --> 00:30:40.561
But essentially,

00:30:40.582 --> 00:30:41.903
their pitch was be the first physical

00:30:41.942 --> 00:30:43.143
therapy practice they discover.

00:30:43.943 --> 00:30:44.243
OK,

00:30:44.564 --> 00:30:46.005
let's let's say because it does say

00:30:46.065 --> 00:30:46.724
families.

00:30:47.045 --> 00:30:48.445
Let's say you're a peds practice.

00:30:49.328 --> 00:30:50.730
with a kid who's going to need PT

00:30:50.789 --> 00:30:53.070
forever, like you're in PT for life,

00:30:53.172 --> 00:30:53.412
right?

00:30:53.811 --> 00:30:55.432
That's a good point.

00:30:55.472 --> 00:30:56.534
That's a good audience for that.

00:30:57.074 --> 00:30:58.255
Yeah.

00:30:58.335 --> 00:31:00.215
Second is they essentially say we serve

00:31:00.236 --> 00:31:02.096
your community in a fifteen mile radius

00:31:02.218 --> 00:31:03.959
around where this person is in Kansas.

00:31:04.618 --> 00:31:07.201
So they're showing we understand how

00:31:07.240 --> 00:31:08.442
people search for things.

00:31:09.362 --> 00:31:10.982
We're going to put you in front of

00:31:11.022 --> 00:31:14.405
them before they need before they need

00:31:14.445 --> 00:31:14.746
care.

00:31:15.292 --> 00:31:16.693
I'm trying to see what that estimated

00:31:17.193 --> 00:31:19.054
verified new families every month.

00:31:19.974 --> 00:31:20.875
If that number is right,

00:31:21.154 --> 00:31:23.816
it's twenty six hundred new families in a

00:31:23.895 --> 00:31:26.156
fifteen mile radius in Kansas.

00:31:26.297 --> 00:31:26.636
I don't know.

00:31:26.656 --> 00:31:27.377
I'm not good with math.

00:31:27.397 --> 00:31:28.397
That seems like a lot.

00:31:28.417 --> 00:31:29.357
But if that's right,

00:31:29.759 --> 00:31:33.039
like if you got one percent of that,

00:31:33.720 --> 00:31:35.020
if you're in front of one percent of

00:31:35.040 --> 00:31:36.060
that, that would be good math.

00:31:36.121 --> 00:31:39.122
So thoughts on this strategy and thoughts

00:31:39.162 --> 00:31:40.903
on this strategy for a PT.

00:31:43.103 --> 00:31:45.144
I mean, it's, I like it.

00:31:45.404 --> 00:31:46.246
Let me start there.

00:31:46.286 --> 00:31:46.925
I like it.

00:31:47.546 --> 00:31:49.728
I can tell you candidly,

00:31:50.327 --> 00:31:53.971
when I hear a patient who would

00:31:54.010 --> 00:31:55.751
potentially fit into that category,

00:31:55.771 --> 00:31:57.613
a patient who moves somewhere and like one

00:31:57.673 --> 00:31:58.854
of the first things they want to do

00:31:58.894 --> 00:32:00.154
is they want to find their PT,

00:32:01.056 --> 00:32:03.057
I get a little bit uncomfortable inside.

00:32:03.336 --> 00:32:03.876
Ooh, why?

00:32:04.277 --> 00:32:05.738
Because to me,

00:32:05.798 --> 00:32:07.558
now from a business owner perspective,

00:32:07.578 --> 00:32:08.859
it's like, yes, cha-ching.

00:32:09.359 --> 00:32:11.000
But from a therapist perspective,

00:32:11.020 --> 00:32:14.461
I'm like, ooh, that's not my ideal client.

00:32:14.821 --> 00:32:16.182
That's a little too dependent.

00:32:16.202 --> 00:32:17.344
That's a little too needy.

00:32:17.384 --> 00:32:19.404
That's the guy who starts texting you five

00:32:19.444 --> 00:32:21.105
minutes after the date is over to be

00:32:21.164 --> 00:32:22.306
like, hey, we had a great time.

00:32:23.046 --> 00:32:24.406
That patient's too expensive.

00:32:26.132 --> 00:32:27.452
Not too expensive, just too needy.

00:32:27.712 --> 00:32:29.074
But that's going to be expensive for you

00:32:29.114 --> 00:32:30.275
because like, hey man,

00:32:30.315 --> 00:32:31.836
you're going to demand way too much of

00:32:31.875 --> 00:32:32.957
my time and effort.

00:32:33.356 --> 00:32:35.057
I'm never going to serve you.

00:32:35.598 --> 00:32:36.699
You're always going to want more.

00:32:36.719 --> 00:32:37.880
Right, right.

00:32:38.039 --> 00:32:40.862
So, you know, from that, but hey,

00:32:40.882 --> 00:32:42.963
there are therapists who love that patient

00:32:42.983 --> 00:32:44.664
and that patient could be your lifetime

00:32:44.785 --> 00:32:45.204
patient.

00:32:45.545 --> 00:32:47.246
Lifetime value of that patient is going to

00:32:47.266 --> 00:32:48.227
be incredibly high.

00:32:48.686 --> 00:32:50.348
That patient is going to believe that you

00:32:50.469 --> 00:32:52.230
are the healer that they've been looking

00:32:52.269 --> 00:32:53.471
for and they're going to want to be

00:32:53.510 --> 00:32:54.471
with you no matter what.

00:32:55.632 --> 00:32:56.811
There's value in that,

00:32:56.852 --> 00:32:58.172
just not value for me.

00:32:58.792 --> 00:33:01.432
I like the idea of establishing yourself

00:33:01.532 --> 00:33:02.532
early in the process.

00:33:02.573 --> 00:33:04.854
I think the biggest barrier to this is

00:33:05.034 --> 00:33:07.394
we don't have the margin and the budget

00:33:07.453 --> 00:33:10.194
to afford to pay for that.

00:33:11.035 --> 00:33:11.555
Yeah,

00:33:11.615 --> 00:33:13.855
it's more than what we're going to make

00:33:14.154 --> 00:33:16.756
on a typical outpatient orthopedic or

00:33:16.796 --> 00:33:17.536
neuro case.

00:33:18.355 --> 00:33:20.936
So that would be the challenge.

00:33:22.796 --> 00:33:24.176
This is essentially what Dave is doing.

00:33:24.636 --> 00:33:26.837
Instead of new families, he's targeting,

00:33:27.377 --> 00:33:28.318
we should get an update.

00:33:29.618 --> 00:33:30.880
The last update we have is that he

00:33:30.920 --> 00:33:32.441
had a bunch of clicks and scans,

00:33:33.141 --> 00:33:35.741
but nobody had followed through.

00:33:35.781 --> 00:33:38.083
Maybe one person did a discovery visit.

00:33:38.584 --> 00:33:40.484
He had done a postcard mailer.

00:33:41.484 --> 00:33:42.724
The twist that I like, I mean,

00:33:42.744 --> 00:33:44.125
I like the postcard mailer idea.

00:33:44.685 --> 00:33:47.165
The twist that I loved was that each

00:33:47.205 --> 00:33:50.567
card had a specific QR code,

00:33:50.586 --> 00:33:52.146
like a trackable QR code.

00:33:52.906 --> 00:33:54.748
That's obviously an app,

00:33:54.867 --> 00:33:56.428
because if you had to sit there and

00:33:56.448 --> 00:33:58.008
just make a new QR code,

00:33:58.887 --> 00:34:00.848
that way you can see when was it

00:34:00.868 --> 00:34:02.989
sent, what building, yada, yada.

00:34:03.368 --> 00:34:04.730
But we also agreed, I think,

00:34:04.769 --> 00:34:06.230
or I at least did, and say...

00:34:07.300 --> 00:34:08.842
that card might sit in a drawer for

00:34:08.942 --> 00:34:10.001
six, nine months,

00:34:10.302 --> 00:34:12.483
a year before you're like, oh yeah, okay,

00:34:13.204 --> 00:34:14.123
I'll make that decision.

00:34:14.284 --> 00:34:15.425
So you don't know if you can attribute

00:34:15.465 --> 00:34:16.125
it to that.

00:34:16.925 --> 00:34:17.985
Yeah, I think you're right.

00:34:18.505 --> 00:34:19.547
The margin isn't there,

00:34:19.606 --> 00:34:20.967
but I think that marketing company was

00:34:21.027 --> 00:34:24.969
doing an honest job at least in saying,

00:34:25.088 --> 00:34:26.949
okay, let me think forward for you.

00:34:27.731 --> 00:34:29.231
And if these people have already made

00:34:29.271 --> 00:34:30.052
their decision,

00:34:31.175 --> 00:34:32.418
the people that already live there.

00:34:32.478 --> 00:34:34.061
And if there are twenty six hundred new

00:34:34.121 --> 00:34:35.045
families coming in,

00:34:35.065 --> 00:34:36.387
that's a lot per month.

00:34:38.213 --> 00:34:38.572
Yeah.

00:34:38.753 --> 00:34:39.596
It's in Kansas.

00:34:39.695 --> 00:34:40.077
What is that?

00:34:41.755 --> 00:34:43.036
I'm pulling it back up.

00:34:44.817 --> 00:34:46.777
Then the other stuff that you look at,

00:34:46.818 --> 00:34:48.840
like these are obviously very generic

00:34:49.300 --> 00:34:51.300
stock photography images.

00:34:52.581 --> 00:34:55.443
This is trying to sell whoever makes the

00:34:55.483 --> 00:34:57.764
decision about marketing in the PT

00:34:57.804 --> 00:34:58.324
business.

00:34:58.344 --> 00:35:00.467
This is trying to sell that person.

00:35:04.369 --> 00:35:06.530
I loved what you said about pediatrics

00:35:06.590 --> 00:35:06.791
who...

00:35:08.226 --> 00:35:08.485
you know,

00:35:08.585 --> 00:35:10.507
have a condition that's going to need

00:35:10.567 --> 00:35:11.327
lifetime care.

00:35:12.728 --> 00:35:13.789
I don't see that here.

00:35:14.789 --> 00:35:15.570
It's not.

00:35:15.710 --> 00:35:16.530
Yeah.

00:35:16.550 --> 00:35:20.052
So I don't know.

00:35:20.092 --> 00:35:22.753
Let me see what her, um, focus was.

00:35:23.134 --> 00:35:24.835
I didn't ask her for permission to share

00:35:24.875 --> 00:35:27.096
her stuff.

00:35:27.115 --> 00:35:28.115
I don't think she'd mind,

00:35:28.155 --> 00:35:32.619
but board certified serving, uh,

00:35:32.759 --> 00:35:34.059
area that unless, Oh,

00:35:34.159 --> 00:35:35.320
mom and baby specialist.

00:35:36.744 --> 00:35:38.085
So yeah, mom and baby specialist.

00:35:38.447 --> 00:35:40.148
It doesn't come across in that message

00:35:40.190 --> 00:35:40.449
though.

00:35:41.231 --> 00:35:41.931
Right.

00:35:41.952 --> 00:35:46.980
Like it doesn't look like that.

00:35:47.039 --> 00:35:48.402
At least this pitch doesn't look like

00:35:48.442 --> 00:35:48.643
that.

00:35:50.043 --> 00:35:51.324
Because I was in peds.

00:35:52.065 --> 00:35:53.286
I didn't understand that until I got in

00:35:53.327 --> 00:35:53.646
peds.

00:35:53.847 --> 00:35:55.327
And Amy, my mentor, was like,

00:35:55.507 --> 00:35:57.130
these kids are going to be...

00:35:57.409 --> 00:35:59.530
This is Tuesday at one o'clock until this

00:35:59.550 --> 00:36:00.271
kid's eighteen.

00:36:00.891 --> 00:36:02.032
Then they go somewhere else.

00:36:02.914 --> 00:36:05.155
Or even a couple years past eighteen.

00:36:05.795 --> 00:36:07.237
So that would be a good strategy for

00:36:07.297 --> 00:36:07.677
this.

00:36:08.117 --> 00:36:12.661
Because that involves a weekly need.

00:36:12.681 --> 00:36:16.224
Your PT for typical outpatient ortho,

00:36:16.264 --> 00:36:17.344
I don't think it would be

00:36:18.391 --> 00:36:20.512
a great idea this would be a great

00:36:20.572 --> 00:36:23.054
idea if you were a chain like you

00:36:23.074 --> 00:36:24.657
said if you had the size and the

00:36:24.717 --> 00:36:25.978
margin to do that if you had your

00:36:25.998 --> 00:36:28.280
own marketing person this person you might

00:36:28.300 --> 00:36:32.483
hire for digital seo or okay you be

00:36:32.523 --> 00:36:34.804
mine i'll pay you two grand a month

00:36:34.826 --> 00:36:38.068
to find me two families two patients that

00:36:38.088 --> 00:36:39.590
come in that are that are quote in

00:36:39.610 --> 00:36:43.472
the new family bucket i wonder too if

00:36:43.532 --> 00:36:44.173
there was

00:36:44.621 --> 00:36:46.123
Dr. Bo, coming in with the stat.

00:36:46.143 --> 00:36:47.784
Kansas City Metro, largest in...

00:36:48.103 --> 00:36:49.284
They're just outside of Kansas.

00:36:49.603 --> 00:36:50.105
Kansas City?

00:36:50.164 --> 00:36:50.644
Yeah, I think so.

00:36:51.005 --> 00:36:53.085
Gained about eight thousand residents

00:36:53.126 --> 00:36:54.086
total over four years.

00:36:55.186 --> 00:36:56.487
Oh, yeah.

00:36:56.507 --> 00:36:57.907
So there's no way it's two thousand a

00:36:57.987 --> 00:36:59.989
month unless there is that much out.

00:37:01.510 --> 00:37:01.909
I'm not good.

00:37:01.929 --> 00:37:02.971
This is not my strong suit.

00:37:04.951 --> 00:37:06.451
Maybe they're counting each person in the

00:37:06.471 --> 00:37:06.692
house.

00:37:06.751 --> 00:37:08.233
Oh, because it says three thousand.

00:37:08.992 --> 00:37:09.914
Yeah, well, I don't know.

00:37:09.994 --> 00:37:11.494
I think the thing said three thousand.

00:37:11.574 --> 00:37:12.355
It doesn't matter.

00:37:13.155 --> 00:37:13.536
But yes,

00:37:13.576 --> 00:37:14.795
that number is important because you're

00:37:14.815 --> 00:37:15.336
going to say,

00:37:15.376 --> 00:37:16.657
how much did it cost me to get?

00:37:17.777 --> 00:37:19.418
You need to know your customer acquisition

00:37:19.458 --> 00:37:21.239
cost.

00:37:21.280 --> 00:37:21.701
Your cash.

00:37:22.972 --> 00:37:25.032
I'm guessing this was AI generated

00:37:25.592 --> 00:37:26.273
regardless.

00:37:27.233 --> 00:37:28.233
Looking at this,

00:37:28.253 --> 00:37:32.494
which is pleasant to look at compared to,

00:37:32.514 --> 00:37:34.653
I shared this one with you.

00:37:36.235 --> 00:37:36.394
Yeah,

00:37:36.514 --> 00:37:38.974
I've seen this now way too many times.

00:37:39.876 --> 00:37:41.896
And again, I'm guilty of this.

00:37:42.695 --> 00:37:45.637
My YouTube thumbnails look very AI

00:37:45.677 --> 00:37:46.297
generated.

00:37:47.016 --> 00:37:49.518
You know, we can jump on a trend,

00:37:50.199 --> 00:37:51.460
but the trend's going to wear out.

00:37:51.500 --> 00:37:52.219
It's going to burn out.

00:37:52.260 --> 00:37:55.222
To me, this is part of the AI.

00:37:55.322 --> 00:37:57.702
As soon as ChatGPT started getting better

00:37:58.384 --> 00:38:02.585
or clawed with generating these kinds of

00:38:02.666 --> 00:38:05.547
infographics, it got overutilized.

00:38:05.708 --> 00:38:06.829
Yeah, yeah.

00:38:06.949 --> 00:38:09.489
And so what are your thoughts when you

00:38:09.590 --> 00:38:10.791
see something like this?

00:38:10.871 --> 00:38:12.711
If you're the occupational therapist

00:38:12.751 --> 00:38:14.612
sitting there, you know,

00:38:14.632 --> 00:38:16.173
is this appealing to you?

00:38:18.003 --> 00:38:18.204
No.

00:38:18.664 --> 00:38:20.347
In fact, it would probably turn me off.

00:38:20.726 --> 00:38:21.829
It was like, you couldn't...

00:38:23.030 --> 00:38:25.432
This poster for the podcast listeners...

00:38:25.853 --> 00:38:26.614
Put that back up.

00:38:26.934 --> 00:38:27.556
Put that back up.

00:38:28.115 --> 00:38:28.916
This poster...

00:38:28.996 --> 00:38:29.858
This is going to be great for the

00:38:29.878 --> 00:38:30.800
podcast listeners.

00:38:31.179 --> 00:38:33.161
This poster sounds...

00:38:34.420 --> 00:38:36.041
Like a monster truck commercial.

00:38:36.320 --> 00:38:39.483
Sunday, Sunday, Sunday, it's Gravedigger.

00:38:39.523 --> 00:38:40.403
Like across the top.

00:38:40.704 --> 00:38:43.746
Now hiring occupational therapists at

00:38:43.965 --> 00:38:45.967
forty, forty, forty seven dollars a night.

00:38:45.987 --> 00:38:48.889
Like this poster sounds like trash.

00:38:49.668 --> 00:38:51.289
Like this to me is why people call

00:38:51.329 --> 00:38:52.010
it slop.

00:38:52.811 --> 00:38:54.351
Designing something with AI doesn't

00:38:54.391 --> 00:38:55.532
necessarily make it slop.

00:38:56.396 --> 00:38:57.737
It's when you can tell like you did

00:38:57.918 --> 00:39:00.619
one prompt and this thing popped out and

00:39:00.659 --> 00:39:01.840
it's trash, right?

00:39:02.282 --> 00:39:04.143
So now the curtains don't match the

00:39:04.182 --> 00:39:05.023
carpet, Tony.

00:39:05.364 --> 00:39:06.784
Like if this is the classy,

00:39:07.065 --> 00:39:08.547
if this is a place you want someone

00:39:08.567 --> 00:39:10.929
who's great to work at, this don't match.

00:39:12.449 --> 00:39:14.070
If this place is, you know,

00:39:14.431 --> 00:39:16.813
smells like stale cigarettes and,

00:39:16.974 --> 00:39:19.014
you know, old Budweiser cans, yeah,

00:39:19.315 --> 00:39:20.597
this clinic looks fantastic.

00:39:20.697 --> 00:39:21.717
And I'm not, you know,

00:39:22.097 --> 00:39:24.519
trashing them except for this poster makes

00:39:24.539 --> 00:39:25.440
you look like that.

00:39:26.101 --> 00:39:26.820
I don't know who you are.

00:39:26.880 --> 00:39:27.742
I don't have my glasses on.

00:39:27.782 --> 00:39:29.061
I came and read where this person's from.

00:39:29.081 --> 00:39:31.704
But yes, this this don't match.

00:39:34.744 --> 00:39:35.746
I would say, though,

00:39:35.786 --> 00:39:37.907
the opposite or not the opposite,

00:39:37.927 --> 00:39:39.106
it's not completely opposite.

00:39:39.827 --> 00:39:43.768
A YouTube thumbnail designed sort of

00:39:44.469 --> 00:39:47.030
cartoony or caricature that's designed to

00:39:47.090 --> 00:39:50.552
get to get an immediate emotion to watch

00:39:50.592 --> 00:39:51.072
the video.

00:39:52.387 --> 00:39:54.168
So I think you do need to balance

00:39:54.228 --> 00:39:54.969
what you look like.

00:39:55.110 --> 00:39:56.592
You can go too much.

00:39:57.659 --> 00:40:01.121
where you're advertising with a flashy,

00:40:01.581 --> 00:40:05.264
too loud, too sloppily designed thumbnail.

00:40:05.545 --> 00:40:06.706
And then you click it and you're like,

00:40:06.766 --> 00:40:08.447
this is a very thoughtful video.

00:40:08.867 --> 00:40:10.789
I was expecting like someone screaming and

00:40:10.809 --> 00:40:12.291
a lot of zoom in, zoom outs.

00:40:12.331 --> 00:40:15.173
Where's the weird B-roll transitions and

00:40:15.213 --> 00:40:15.773
stuff like that?

00:40:15.793 --> 00:40:16.414
And it's not there.

00:40:16.815 --> 00:40:19.858
So just match the curtains to the carpet,

00:40:19.918 --> 00:40:20.177
right?

00:40:20.217 --> 00:40:21.699
Like you gotta make sure these two things

00:40:21.938 --> 00:40:24.882
match up or here's why.

00:40:26.550 --> 00:40:28.990
you'll get the people that this poster

00:40:29.030 --> 00:40:30.271
attracts and you'll be sitting there

00:40:30.291 --> 00:40:33.634
going, advertising doesn't work.

00:40:34.193 --> 00:40:35.273
Or the opposite is true.

00:40:35.313 --> 00:40:38.056
You design something super classy and

00:40:38.096 --> 00:40:40.336
classy people apply and then they get

00:40:40.376 --> 00:40:40.817
there and they're like,

00:40:40.836 --> 00:40:41.498
I don't wanna work here.

00:40:41.518 --> 00:40:42.657
And you say, advertising doesn't work.

00:40:42.737 --> 00:40:45.039
You're not matching the message to the

00:40:45.199 --> 00:40:45.639
audience.

00:40:46.605 --> 00:40:48.306
just saying make it easy and make it

00:40:48.425 --> 00:40:49.806
get a lot of it a lot of

00:40:49.867 --> 00:40:52.088
attention isn't good if it's bad attention

00:40:52.708 --> 00:40:55.170
and yeah there is bad attention good

00:40:55.190 --> 00:40:59.753
morning stephen down um so that's what i

00:40:59.773 --> 00:41:03.295
was thinking what would you taking that

00:41:03.996 --> 00:41:06.617
what would you say what would you say

00:41:06.657 --> 00:41:10.400
to the ai to make that look more

00:41:10.440 --> 00:41:12.320
appealing more you know like how would you

00:41:12.420 --> 00:41:12.961
change that

00:41:13.744 --> 00:41:15.284
Uh, first I would have,

00:41:15.364 --> 00:41:16.965
and this sounds like it's going to take

00:41:16.985 --> 00:41:17.847
you minutes,

00:41:18.126 --> 00:41:19.106
but you're going to do it once,

00:41:19.568 --> 00:41:21.528
once a year is you're going to design

00:41:21.548 --> 00:41:22.670
your own brand standards.

00:41:23.469 --> 00:41:24.471
Here's what we look like.

00:41:24.971 --> 00:41:26.032
Here's what we sound like.

00:41:26.072 --> 00:41:27.273
We use words like this.

00:41:27.353 --> 00:41:28.592
We do not use words like this.

00:41:28.934 --> 00:41:30.233
We sort of, you can say,

00:41:30.253 --> 00:41:30.954
I say this all the time.

00:41:31.614 --> 00:41:34.117
We sort of feel like a mix of

00:41:34.356 --> 00:41:36.538
Apple design this without the PR without

00:41:36.557 --> 00:41:37.278
being pretentious.

00:41:38.496 --> 00:41:40.097
You can do that until you find a

00:41:40.137 --> 00:41:42.737
brand standard and then you create,

00:41:42.797 --> 00:41:44.597
then you lock that into a design,

00:41:44.617 --> 00:41:45.197
a document.

00:41:45.538 --> 00:41:46.918
And then what's it called when you upload

00:41:46.958 --> 00:41:47.898
that to ChatGPT?

00:41:47.918 --> 00:41:49.358
It's got a name and it's like,

00:41:49.378 --> 00:41:51.059
it sort of saves it in the GPT

00:41:51.380 --> 00:41:52.460
and you can refer to it.

00:41:53.081 --> 00:41:54.501
There's like a document.

00:41:54.760 --> 00:41:55.661
I forget what Paul,

00:41:55.702 --> 00:41:57.103
but like when you're designing a GPT

00:41:57.123 --> 00:41:58.224
you're going to use over and over again,

00:41:58.764 --> 00:42:01.706
you can upload a hard document and then

00:42:02.067 --> 00:42:02.867
I use it with prompt.

00:42:03.327 --> 00:42:04.728
If I design something, I say,

00:42:05.068 --> 00:42:07.570
refer to the prompt brand and voice

00:42:07.650 --> 00:42:08.992
guidelines in this.

00:42:09.371 --> 00:42:10.652
I'm essentially getting it to the three

00:42:10.672 --> 00:42:11.173
yard line.

00:42:11.574 --> 00:42:13.014
And then I'm like, yeah, but I don't,

00:42:13.255 --> 00:42:14.797
this, this is for internal.

00:42:14.836 --> 00:42:15.898
I still want to make it look great.

00:42:16.217 --> 00:42:16.418
I don't,

00:42:16.557 --> 00:42:17.918
I'm not going to call in a designer

00:42:17.938 --> 00:42:19.340
from the design team for two hours.

00:42:19.539 --> 00:42:20.141
It doesn't, it doesn't,

00:42:20.221 --> 00:42:21.161
it's not elevated to that,

00:42:21.442 --> 00:42:23.023
but make it look and make sure it's

00:42:23.182 --> 00:42:23.724
on brand.

00:42:24.284 --> 00:42:25.864
Design your brand standards first.

00:42:26.326 --> 00:42:26.545
I mean,

00:42:26.885 --> 00:42:28.588
do you think that that place is even

00:42:28.628 --> 00:42:30.909
that, those are the business colors?

00:42:31.590 --> 00:42:33.612
I mean, those colors, right?

00:42:33.672 --> 00:42:36.574
It's like hot turquoise.

00:42:36.614 --> 00:42:37.614
I don't even know what you would call

00:42:37.655 --> 00:42:37.934
that.

00:42:38.014 --> 00:42:39.135
It's like electric.

00:42:39.876 --> 00:42:40.757
It's electric.

00:42:41.697 --> 00:42:42.318
I don't know.

00:42:42.579 --> 00:42:42.960
I don't know.

00:42:43.019 --> 00:42:44.019
It's electric swimming pool.

00:42:44.059 --> 00:42:45.161
I don't know what you would call that.

00:42:45.641 --> 00:42:48.443
Yeah.

00:42:48.483 --> 00:42:50.365
So let's do a quick comparison.

00:42:50.385 --> 00:42:51.487
I got one more coming.

00:42:51.507 --> 00:42:52.487
Just look at what that does.

00:42:53.719 --> 00:42:54.820
So this one,

00:42:55.280 --> 00:42:57.202
I basically took the original image,

00:42:57.222 --> 00:43:00.706
which was this, and I just said,

00:43:03.268 --> 00:43:04.708
can you recreate this as a more

00:43:04.748 --> 00:43:07.170
professional image infographic to attract

00:43:07.512 --> 00:43:08.833
professional OTs?

00:43:10.632 --> 00:43:12.393
And it kind of muted it down.

00:43:12.413 --> 00:43:12.592
Yeah.

00:43:13.014 --> 00:43:15.094
You know, I wonder too, though,

00:43:15.155 --> 00:43:19.077
like I get a lot of people want

00:43:19.097 --> 00:43:23.059
to join my Facebook groups from India and

00:43:23.280 --> 00:43:24.360
other countries.

00:43:24.380 --> 00:43:27.143
And then I go into their profiles and

00:43:27.182 --> 00:43:28.284
I look at their stuff.

00:43:28.324 --> 00:43:30.385
And look, my mom was from South America.

00:43:30.425 --> 00:43:32.387
She was born and raised in South America,

00:43:32.467 --> 00:43:33.728
immigrated to the U.S.

00:43:34.208 --> 00:43:35.909
Like there are cultural differences.

00:43:35.929 --> 00:43:36.690
You're not wrong.

00:43:37.250 --> 00:43:40.052
yeah what she was looking for and wanted

00:43:40.072 --> 00:43:43.755
to see was very different than what we

00:43:43.775 --> 00:43:48.338
were uh comfortable with here so i just

00:43:48.378 --> 00:43:52.623
wonder because this was posted by fatty

00:43:52.663 --> 00:43:55.264
muhammad um and i did look at his

00:43:55.324 --> 00:43:57.126
profile and you know it's clearly an

00:43:57.246 --> 00:44:00.449
overseas marketer i just wonder if this is

00:44:00.509 --> 00:44:03.050
because this is what he's used to

00:44:03.110 --> 00:44:04.733
culturally this is what he's been brought

00:44:04.793 --> 00:44:05.132
up with

00:44:06.474 --> 00:44:07.675
I went and looked up the company.

00:44:09.195 --> 00:44:10.456
This is now telling.

00:44:11.657 --> 00:44:14.277
Everything on here is a stock image.

00:44:14.318 --> 00:44:16.599
Stock image, stock image, stock image,

00:44:16.639 --> 00:44:17.099
stock image.

00:44:17.418 --> 00:44:18.380
They're a staffing company.

00:44:20.300 --> 00:44:20.860
That's what they are.

00:44:22.101 --> 00:44:24.161
Your gateway to top tier.

00:44:24.302 --> 00:44:29.364
They might be trying to attract people who

00:44:29.423 --> 00:44:30.463
are used to this.

00:44:30.483 --> 00:44:33.865
That might be their strategy and they

00:44:33.905 --> 00:44:34.666
might be right on.

00:44:37.014 --> 00:44:37.375
I don't know.

00:44:37.434 --> 00:44:39.376
I don't know how this still works in

00:44:39.396 --> 00:44:40.297
today's world.

00:44:40.378 --> 00:44:43.780
If you're trying to recruit people who

00:44:43.800 --> 00:44:44.882
have come from overseas,

00:44:45.081 --> 00:44:46.182
that's the only thing I can see.

00:44:46.262 --> 00:44:47.083
What you just said,

00:44:47.403 --> 00:44:48.565
if that were their target,

00:44:48.786 --> 00:44:49.527
that makes sense.

00:44:49.786 --> 00:44:50.527
If it's not,

00:44:50.867 --> 00:44:53.971
you're off because your image took eleven

00:44:54.030 --> 00:44:55.992
seconds longer and, in my opinion,

00:44:56.313 --> 00:44:57.974
looked more on point for paying someone

00:44:57.994 --> 00:44:58.775
fifty dollars an hour.

00:45:00.469 --> 00:45:05.672
now i said add in a nike or

00:45:06.192 --> 00:45:09.253
apple aesthetic there you go so if this

00:45:09.293 --> 00:45:11.353
was something that they were sharing what

00:45:11.373 --> 00:45:13.813
would it look like yep and now it

00:45:13.833 --> 00:45:18.335
took us here yeah it's clean man i

00:45:18.355 --> 00:45:19.496
mean i don't know why the guy dunking

00:45:19.536 --> 00:45:20.996
the ball is there but yeah obviously some

00:45:21.036 --> 00:45:23.356
nike blood but it even still looks better

00:45:23.536 --> 00:45:24.217
right right

00:45:25.233 --> 00:45:25.994
But this is the thing.

00:45:26.373 --> 00:45:27.956
So back to now,

00:45:28.016 --> 00:45:30.038
we didn't even put any time into,

00:45:30.117 --> 00:45:31.199
like you said,

00:45:32.280 --> 00:45:34.262
I didn't give any information or context

00:45:34.282 --> 00:45:36.364
to who's the target demographic.

00:45:36.423 --> 00:45:38.266
Who am I trying to relay the message

00:45:38.306 --> 00:45:38.485
to?

00:45:38.646 --> 00:45:42.329
What are the emotions around?

00:45:42.369 --> 00:45:42.570
Like,

00:45:42.971 --> 00:45:45.293
who is the OT if this is targeting

00:45:45.373 --> 00:45:45.512
OT?

00:45:46.333 --> 00:45:48.355
Who is the OT looking for a new

00:45:48.394 --> 00:45:48.715
job?

00:45:48.835 --> 00:45:50.717
Why are they looking for a new job?

00:45:50.876 --> 00:45:51.777
What is it that,

00:45:51.818 --> 00:45:54.119
what is the need that they're trying to

00:45:54.900 --> 00:45:55.440
fulfill?

00:45:56.021 --> 00:45:58.722
Like there are so many deeper layers to

00:45:58.762 --> 00:46:01.023
this that we could get into writing sales,

00:46:01.063 --> 00:46:05.086
copy, copying old ads that came out.

00:46:05.166 --> 00:46:05.407
I was,

00:46:05.507 --> 00:46:07.168
I was looking at old Tic Tac,

00:46:07.867 --> 00:46:10.789
the candy Tic Tac breath freshener ads.

00:46:11.911 --> 00:46:13.771
Like we could pull so much of that

00:46:13.811 --> 00:46:16.134
context into this kind of marketing.

00:46:16.693 --> 00:46:16.914
Yes.

00:46:17.454 --> 00:46:20.715
There's a great ad that my former boss

00:46:20.856 --> 00:46:21.235
had.

00:46:22.577 --> 00:46:24.097
He would have one of those desk calendars

00:46:24.677 --> 00:46:25.577
tacked to his wall.

00:46:26.398 --> 00:46:28.838
And underneath that was a newspaper ad.

00:46:29.298 --> 00:46:30.019
And I asked him, I'm like,

00:46:30.079 --> 00:46:30.920
why is it hidden under there?

00:46:30.940 --> 00:46:31.880
He goes, well, once a year,

00:46:31.920 --> 00:46:33.780
I have to take this thing down and

00:46:33.820 --> 00:46:34.922
put up a new calendar.

00:46:35.202 --> 00:46:35.521
And he goes,

00:46:35.601 --> 00:46:36.862
I love to be reminded of it.

00:46:37.322 --> 00:46:38.563
And I want to find the ad because

00:46:38.583 --> 00:46:39.103
it was great.

00:46:39.422 --> 00:46:40.864
It was done by Holiday Inn.

00:46:42.369 --> 00:46:44.411
And it was a full page ad and

00:46:44.451 --> 00:46:45.391
it had a towel,

00:46:45.851 --> 00:46:47.233
like a pile of towels there,

00:46:47.253 --> 00:46:48.253
like hotel towels.

00:46:48.813 --> 00:46:51.034
And they invented a holiday and they

00:46:51.076 --> 00:46:54.498
called it towel amnesty day.

00:46:54.557 --> 00:46:55.498
And they said, listen,

00:46:55.898 --> 00:46:58.561
we know what happens every once in a

00:46:58.601 --> 00:46:58.860
while.

00:46:58.900 --> 00:47:00.503
You accidentally bring one of our towels

00:47:00.563 --> 00:47:00.882
home.

00:47:01.943 --> 00:47:02.543
If you bring it,

00:47:02.684 --> 00:47:04.445
if you bring the towel back on towel

00:47:04.565 --> 00:47:06.126
amnesty day, no harm, no foul.

00:47:07.389 --> 00:47:09.010
This was holiday and being very,

00:47:09.030 --> 00:47:10.931
very self-aware before social media,

00:47:10.972 --> 00:47:11.612
in my opinion,

00:47:11.992 --> 00:47:13.353
because it got good attention.

00:47:13.532 --> 00:47:15.375
It was worth a laugh, right?

00:47:16.014 --> 00:47:19.358
So the other one reminded me of VW

00:47:19.398 --> 00:47:21.818
Bug was coming out in the seventies and

00:47:21.838 --> 00:47:24.701
the car of the seventies was the Mustang,

00:47:24.740 --> 00:47:25.081
baby.

00:47:25.121 --> 00:47:26.782
It was all was muscle cars.

00:47:27.523 --> 00:47:29.565
And if you were the marketer for VW,

00:47:29.864 --> 00:47:30.865
what are you supposed to do?

00:47:31.126 --> 00:47:32.146
So it's a full page ad,

00:47:32.547 --> 00:47:34.809
ton of white space, top left corner.

00:47:35.813 --> 00:47:37.853
three hundred feet away was a tiny little

00:47:37.875 --> 00:47:38.094
bug.

00:47:38.114 --> 00:47:40.235
And they said, think small, think small.

00:47:40.914 --> 00:47:41.074
Right.

00:47:41.394 --> 00:47:43.615
I'm not going to out Amazon, Amazon.

00:47:43.755 --> 00:47:46.836
You're not going to out market, you know,

00:47:47.036 --> 00:47:48.496
Google.

00:47:48.516 --> 00:47:49.237
You're not going to do it.

00:47:49.556 --> 00:47:51.878
So don't do not do it.

00:47:51.978 --> 00:47:53.297
You will do a piss poor job.

00:47:53.797 --> 00:47:55.199
You'll say marketing doesn't work.

00:47:56.018 --> 00:47:57.159
Go where your strengths are.

00:47:58.018 --> 00:47:58.679
So let's use this.

00:47:58.840 --> 00:47:59.619
Oh, what do we got here?

00:47:59.659 --> 00:47:59.880
All right.

00:47:59.920 --> 00:48:03.521
So great ad looks like Rolls Royce and

00:48:03.541 --> 00:48:04.420
the copy reads what?

00:48:05.028 --> 00:48:06.273
At sixty miles an hour,

00:48:06.313 --> 00:48:08.760
the loudest noise in the new Rolls Royce

00:48:08.800 --> 00:48:10.865
comes from the electronic clock.

00:48:12.322 --> 00:48:12.581
You know,

00:48:12.742 --> 00:48:14.804
this is a classic example that every

00:48:14.844 --> 00:48:17.105
marketer understands and knows.

00:48:18.065 --> 00:48:20.688
This is talking to a very sophisticated,

00:48:20.788 --> 00:48:22.108
specific audience.

00:48:22.528 --> 00:48:25.471
You understand that that individual is

00:48:25.630 --> 00:48:26.652
buying luxury.

00:48:27.193 --> 00:48:29.733
Yeah, they're buying precision.

00:48:29.773 --> 00:48:32.115
They're willing to spend the money.

00:48:32.396 --> 00:48:33.516
They have the money.

00:48:33.556 --> 00:48:35.938
They have unreasonable amounts of money

00:48:36.579 --> 00:48:38.840
and they value this kind of thing.

00:48:39.340 --> 00:48:39.701
So, like,

00:48:39.740 --> 00:48:41.262
this would be something where I would

00:48:41.342 --> 00:48:43.784
reference because that is so well known

00:48:43.824 --> 00:48:46.626
and well studied when I'm using whatever

00:48:46.666 --> 00:48:49.088
the platform I would reference that

00:48:49.148 --> 00:48:50.831
specific ad.

00:48:51.010 --> 00:48:52.632
I would reference that genre.

00:48:52.711 --> 00:48:54.673
Sometimes I reference direct response.

00:48:54.693 --> 00:48:56.476
Sometimes I reference something else, but.

00:48:58.237 --> 00:49:00.639
gary halpert alex hermosi like i put in

00:49:00.679 --> 00:49:02.539
the names of the people that i want

00:49:02.780 --> 00:49:06.963
to embrace and and this is where it

00:49:07.003 --> 00:49:09.764
goes back to the difference between i can

00:49:10.005 --> 00:49:11.806
watch a youtube video to learn how to

00:49:11.846 --> 00:49:14.086
stretch my hamstring or i could go to

00:49:14.126 --> 00:49:16.708
a licensed physical therapist to learn pnf

00:49:16.748 --> 00:49:19.550
patterns right i can be a marketing

00:49:19.590 --> 00:49:22.052
professional who understands all of this

00:49:22.092 --> 00:49:24.773
history and context or i could see

00:49:24.833 --> 00:49:26.976
something online and be like uh i'm gonna

00:49:26.996 --> 00:49:27.436
do that

00:49:27.856 --> 00:49:28.677
Yeah.

00:49:28.697 --> 00:49:29.317
And you can.

00:49:29.556 --> 00:49:30.117
You can.

00:49:30.137 --> 00:49:31.739
I tell people, if you have no budget,

00:49:31.818 --> 00:49:32.099
do it.

00:49:32.699 --> 00:49:34.280
Good artists borrow, great artists steal.

00:49:34.880 --> 00:49:35.061
Right?

00:49:35.101 --> 00:49:35.822
That was Picasso.

00:49:36.041 --> 00:49:37.121
So we've got ten minutes left.

00:49:37.302 --> 00:49:38.603
Let's continue this conversation.

00:49:38.682 --> 00:49:43.005
But I want – this is personal now.

00:49:43.045 --> 00:49:46.728
So now part of my job is –

00:49:47.836 --> 00:49:50.518
I run this career connection program.

00:49:51.059 --> 00:49:53.521
And essentially, this is Prompt,

00:49:53.641 --> 00:49:54.981
who's an EMR company,

00:49:55.382 --> 00:49:58.344
who should not be anywhere near the hiring

00:49:58.384 --> 00:50:00.565
game, right?

00:50:00.585 --> 00:50:01.746
But we just discussed earlier,

00:50:01.867 --> 00:50:04.088
what are the two biggest problems for

00:50:04.208 --> 00:50:04.668
clinics?

00:50:05.489 --> 00:50:06.750
Reimbursement,

00:50:06.789 --> 00:50:07.811
this doesn't really help that.

00:50:09.184 --> 00:50:10.246
finding great clinicians.

00:50:10.826 --> 00:50:12.128
So Prompt has essentially hired Jimmy

00:50:12.148 --> 00:50:13.730
McKay and said, how do we,

00:50:14.050 --> 00:50:15.853
an EMR company of all places,

00:50:16.052 --> 00:50:18.175
we're not in the top hundred of thoughts

00:50:18.496 --> 00:50:19.958
to get clinicians to come to our website

00:50:19.978 --> 00:50:22.382
to look for a job.

00:50:22.601 --> 00:50:24.043
But we're essentially going to be a free

00:50:24.083 --> 00:50:24.885
matching service.

00:50:25.105 --> 00:50:26.146
I'm Chuck Woolery.

00:50:27.344 --> 00:50:28.306
I'm the dating game.

00:50:28.786 --> 00:50:30.447
My goal isn't to just place people.

00:50:30.547 --> 00:50:31.889
It's to place the right people.

00:50:32.409 --> 00:50:33.951
If I do five a month,

00:50:33.990 --> 00:50:34.570
I'm a hero.

00:50:34.911 --> 00:50:37.693
I'm a hero because right now we're doing

00:50:37.753 --> 00:50:38.014
nothing.

00:50:38.213 --> 00:50:39.494
We're not charging the clinics that are

00:50:39.514 --> 00:50:40.235
prompt customers.

00:50:40.416 --> 00:50:41.617
We're not charging the clinicians.

00:50:41.978 --> 00:50:44.780
It's not an AI automated thing.

00:50:44.800 --> 00:50:45.780
It's not a job board.

00:50:46.929 --> 00:50:50.409
So where would you go into getting people,

00:50:50.469 --> 00:50:52.309
and I don't want to use marketing terms,

00:50:52.349 --> 00:50:55.630
but getting people to at least know, like,

00:50:55.670 --> 00:50:56.550
and trust us?

00:50:56.931 --> 00:50:58.411
I've got a few ideas of what I'm

00:50:58.512 --> 00:50:58.731
doing,

00:50:59.072 --> 00:51:00.532
but I want to see what Tony's brain

00:51:00.592 --> 00:51:00.791
would do.

00:51:00.811 --> 00:51:02.432
Because the pitch is,

00:51:02.492 --> 00:51:03.693
instead of leaving the profession,

00:51:04.512 --> 00:51:06.994
what if it's this job, not the job?

00:51:07.153 --> 00:51:07.793
That's the problem.

00:51:07.914 --> 00:51:09.014
What if it's not physical therapy?

00:51:09.034 --> 00:51:09.594
That's a problem.

00:51:09.813 --> 00:51:11.034
What if it's just a place you're going

00:51:11.054 --> 00:51:11.215
to,

00:51:11.414 --> 00:51:13.074
and there's a better place three and a

00:51:13.114 --> 00:51:14.675
half miles that way that you just don't

00:51:14.735 --> 00:51:15.155
know about?

00:51:15.476 --> 00:51:16.456
What if I could help you find it?

00:51:17.623 --> 00:51:18.744
Are you talking about,

00:51:18.764 --> 00:51:20.704
and it's a marketplace really,

00:51:20.784 --> 00:51:22.905
bringing employer-employee together?

00:51:23.184 --> 00:51:23.626
Kind of.

00:51:23.865 --> 00:51:25.445
So what happens is Tony goes,

00:51:25.585 --> 00:51:26.766
I'm just frustrated here.

00:51:26.867 --> 00:51:27.686
I got two options.

00:51:27.726 --> 00:51:28.427
Find a new place,

00:51:28.447 --> 00:51:29.128
but I don't know where to look.

00:51:29.188 --> 00:51:30.688
I've been to Indeed.

00:51:31.068 --> 00:51:33.309
I see ads online that look a lot

00:51:33.329 --> 00:51:33.929
like this.

00:51:34.289 --> 00:51:35.349
This is what the world is.

00:51:35.429 --> 00:51:36.411
Everything's trash.

00:51:36.570 --> 00:51:37.371
Everything sucks.

00:51:38.032 --> 00:51:39.871
Or do I give this one last shot

00:51:40.273 --> 00:51:40.652
and I go,

00:51:41.612 --> 00:51:43.233
you tell me everything you want to know

00:51:43.253 --> 00:51:43.594
about you.

00:51:44.802 --> 00:51:47.264
I then manually go and look and see

00:51:47.304 --> 00:51:48.144
who's in your area.

00:51:48.726 --> 00:51:49.967
What's their NPS score?

00:51:50.126 --> 00:51:51.047
What kind of quality?

00:51:51.307 --> 00:51:52.248
Who are they seeing?

00:51:52.548 --> 00:51:54.070
What kind of technology do they use?

00:51:54.090 --> 00:51:54.471
If you say,

00:51:54.530 --> 00:51:55.972
I hate documenting until nine o'clock at

00:51:56.012 --> 00:51:56.413
night, I go,

00:51:56.733 --> 00:51:58.153
we got an organization using this, that,

00:51:58.173 --> 00:51:58.634
and everything.

00:51:58.994 --> 00:52:00.795
And our average closed note time is this.

00:52:01.396 --> 00:52:02.538
You're telling me you hate this.

00:52:02.597 --> 00:52:03.818
I'm telling you this place doesn't do

00:52:03.858 --> 00:52:04.059
that.

00:52:04.940 --> 00:52:06.041
It's a manual search.

00:52:06.061 --> 00:52:06.641
It's jimmying.

00:52:07.652 --> 00:52:09.855
i i think first you embrace the fact

00:52:09.875 --> 00:52:13.500
that the emr is probably one of the

00:52:13.599 --> 00:52:16.925
biggest impact on a therapist job

00:52:16.965 --> 00:52:18.867
performance right like there there are

00:52:18.967 --> 00:52:21.291
countless facebook posts everybody

00:52:21.331 --> 00:52:23.634
complaining about documentation and emr

00:52:24.494 --> 00:52:26.617
It makes or breaks the job and the

00:52:26.657 --> 00:52:27.798
profession completely.

00:52:27.838 --> 00:52:31.063
So you have your hands on what could

00:52:31.103 --> 00:52:33.045
be the most impactful aspect,

00:52:33.286 --> 00:52:35.929
even knowing people will take less money

00:52:35.989 --> 00:52:37.190
to do the job if they have a

00:52:37.251 --> 00:52:38.472
better experience with the EMR.

00:52:38.492 --> 00:52:39.532
Correct, correct.

00:52:40.253 --> 00:52:42.454
so so this is where you look at

00:52:42.534 --> 00:52:44.675
what are those pain points how do i

00:52:44.715 --> 00:52:47.074
start these conversations how do i bring

00:52:47.795 --> 00:52:50.695
uh this either onto linkedin or wherever

00:52:50.735 --> 00:52:53.797
therapists are and you're not even trying

00:52:53.836 --> 00:52:56.637
to recruit and hire therapists for

00:52:56.717 --> 00:52:59.978
employers you're just fostering this

00:53:00.018 --> 00:53:02.639
conversation around the frustrations the

00:53:02.679 --> 00:53:06.039
pain points hey we there are solutions for

00:53:06.079 --> 00:53:07.960
this and then

00:53:09.016 --> 00:53:11.255
As you identify the candidates,

00:53:12.177 --> 00:53:15.836
that's when it turns into also, hey,

00:53:15.856 --> 00:53:17.097
we've got this employer.

00:53:17.478 --> 00:53:18.938
They're using this system.

00:53:19.858 --> 00:53:22.137
This could be the solution to your

00:53:22.438 --> 00:53:23.059
problem.

00:53:23.798 --> 00:53:24.858
Let me make a connection.

00:53:25.898 --> 00:53:26.898
Do what you want to do.

00:53:27.119 --> 00:53:29.380
Let me just make you connect you with

00:53:29.840 --> 00:53:33.260
John at so-and-so physical therapy.

00:53:33.280 --> 00:53:35.400
The process is you tell me about you.

00:53:36.644 --> 00:53:38.726
I then go hunt and search for three

00:53:38.885 --> 00:53:39.547
good options.

00:53:40.467 --> 00:53:42.588
I run those options by you before I

00:53:42.608 --> 00:53:43.248
make the connection.

00:53:44.228 --> 00:53:46.250
Like, hey man, swipe right or swipe left?

00:53:46.269 --> 00:53:46.971
Which one do you want to do?

00:53:47.050 --> 00:53:48.311
Tony doesn't even know which way to swipe.

00:53:48.371 --> 00:53:49.472
He's like, which one is the connect?

00:53:49.952 --> 00:53:51.233
Because you were never on Tinder.

00:53:52.440 --> 00:53:53.461
Tony's like, I don't know what that is.

00:53:53.722 --> 00:53:54.822
Before my time.

00:53:54.842 --> 00:53:56.242
You give me three thumbs up.

00:53:56.623 --> 00:53:58.384
I then send three emails.

00:53:58.844 --> 00:54:00.125
I'm introducing you to A, to B,

00:54:00.164 --> 00:54:01.065
to C. And I go,

00:54:01.746 --> 00:54:02.467
this is on you.

00:54:03.146 --> 00:54:04.367
Good luck to both of you.

00:54:04.788 --> 00:54:06.048
I check back in in two weeks and

00:54:06.088 --> 00:54:06.909
go with each of you.

00:54:07.568 --> 00:54:08.170
What happened?

00:54:08.469 --> 00:54:09.170
How was the experience?

00:54:09.210 --> 00:54:09.771
Good experience?

00:54:09.791 --> 00:54:10.411
Bad experience?

00:54:11.632 --> 00:54:12.751
What was wrong about that?

00:54:12.851 --> 00:54:14.293
Help me understand where we missed and

00:54:14.333 --> 00:54:15.253
maybe I can go look again.

00:54:16.195 --> 00:54:18.920
So it's sort of the rotary phone to

00:54:18.940 --> 00:54:22.565
the AI chat bot in twenty twenty six,

00:54:22.606 --> 00:54:23.447
where it's manual,

00:54:23.567 --> 00:54:25.731
it's meet to meet its people.

00:54:26.532 --> 00:54:27.673
And that's sort of why I like it,

00:54:28.094 --> 00:54:28.494
which is

00:54:29.621 --> 00:54:31.503
I'm not going to out AI or out

00:54:31.603 --> 00:54:32.764
volume indeed.

00:54:32.885 --> 00:54:33.766
I'm just not.

00:54:34.427 --> 00:54:35.867
I'm not going to be able to outreach

00:54:36.027 --> 00:54:37.068
LinkedIn jobs.

00:54:37.670 --> 00:54:39.110
But I can have conversations where people

00:54:39.130 --> 00:54:40.211
are having conversations.

00:54:40.713 --> 00:54:42.855
And those conversations all touch on why

00:54:42.894 --> 00:54:43.556
are you leaving?

00:54:43.835 --> 00:54:44.516
What would keep you?

00:54:44.956 --> 00:54:46.117
Why do you love your job and you

00:54:46.157 --> 00:54:46.699
hate yours?

00:54:46.739 --> 00:54:47.358
What's missing?

00:54:47.579 --> 00:54:48.641
Because it's different for everybody.

00:54:49.240 --> 00:54:49.882
Yeah.

00:54:49.922 --> 00:54:50.121
Right.

00:54:50.181 --> 00:54:50.382
I mean,

00:54:50.442 --> 00:54:52.043
this ad is great because it just screams

00:54:52.123 --> 00:54:52.603
luxury.

00:54:53.045 --> 00:54:54.505
It doesn't it's not about the clock.

00:54:54.726 --> 00:54:54.907
Right.

00:54:54.947 --> 00:54:56.568
The Rolls Royce at sixty miles an hour,

00:54:56.588 --> 00:54:58.170
the loudest noise in the new Rolls Royce

00:54:58.190 --> 00:54:59.771
comes from the electric clock.

00:55:00.112 --> 00:55:00.632
Ironically,

00:55:00.652 --> 00:55:02.353
it's about everything except the clock.

00:55:02.813 --> 00:55:03.375
It's about this.

00:55:03.394 --> 00:55:06.056
This entire piece of machinery is put

00:55:06.077 --> 00:55:08.420
together so well you don't hear a squeak.

00:55:10.123 --> 00:55:10.362
I mean,

00:55:10.382 --> 00:55:12.505
think about the mustard company that did

00:55:12.525 --> 00:55:14.985
that did Rolls Royce level advertising in

00:55:15.005 --> 00:55:16.788
the nineties, eighties and nineties.

00:55:17.568 --> 00:55:19.148
Great coupon, baby.

00:55:19.168 --> 00:55:21.210
I mean, imagine the marketer.

00:55:21.251 --> 00:55:21.550
We got like,

00:55:21.590 --> 00:55:22.751
we got a zhuzh up mustard.

00:55:22.791 --> 00:55:24.012
Well, let's talk about where we,

00:55:24.353 --> 00:55:25.554
where we recruit the,

00:55:25.733 --> 00:55:26.775
where do we get our bean,

00:55:26.855 --> 00:55:28.396
our mustard beans from?

00:55:28.436 --> 00:55:28.556
And,

00:55:29.056 --> 00:55:31.077
and we're being organically sourced and

00:55:31.117 --> 00:55:31.978
where it's our, our,

00:55:32.257 --> 00:55:33.559
our mustard is the cheapest.

00:55:33.639 --> 00:55:34.400
It's like, no,

00:55:34.500 --> 00:55:36.121
we're the most expensive mustard and we

00:55:36.161 --> 00:55:36.961
are for these people.

00:55:37.722 --> 00:55:39.925
And fancy people buy the mustard,

00:55:40.224 --> 00:55:42.447
but also people who want to be fancy

00:55:42.728 --> 00:55:44.811
in a little way buy the mustard.

00:55:45.512 --> 00:55:46.273
That's a smart play.

00:55:47.184 --> 00:55:47.545
All right.

00:55:47.565 --> 00:55:48.885
So while we were talking,

00:55:48.965 --> 00:55:53.646
I put the voice ad into chat on

00:55:53.686 --> 00:55:54.567
the same thread.

00:55:54.646 --> 00:55:56.686
And I said, now, you know, take this,

00:55:56.806 --> 00:55:59.148
put it into the ad that we're looking

00:55:59.168 --> 00:55:59.288
at.

00:55:59.327 --> 00:56:00.568
That's a good one.

00:56:00.588 --> 00:56:04.208
The best occupational therapy jobs still

00:56:04.248 --> 00:56:07.010
let you be an occupational therapist.

00:56:07.070 --> 00:56:08.269
But see, you touched,

00:56:08.409 --> 00:56:10.150
you just hit on something that I don't

00:56:10.190 --> 00:56:11.490
even know that you knew that you were

00:56:11.510 --> 00:56:12.911
going to do when you got there.

00:56:12.971 --> 00:56:13.090
What?

00:56:13.630 --> 00:56:16.351
Look at the difference between this ad and

00:56:16.391 --> 00:56:17.190
this ad.

00:56:18.110 --> 00:56:20.672
We are more sophisticated in terms of

00:56:20.731 --> 00:56:21.512
technology.

00:56:21.831 --> 00:56:23.213
You can have a hundred dollar a year

00:56:23.253 --> 00:56:27.934
Canva account and design million-dollar ad

00:56:27.954 --> 00:56:29.094
campaigns, visuals.

00:56:29.894 --> 00:56:31.454
It still takes skill to do that, though.

00:56:31.494 --> 00:56:32.074
That's the problem.

00:56:32.375 --> 00:56:34.175
So we've got all the technology in the

00:56:34.295 --> 00:56:37.237
world at our fingertips with an AI

00:56:37.317 --> 00:56:37.637
anything.

00:56:37.657 --> 00:56:38.516
You don't have to type.

00:56:38.536 --> 00:56:39.516
You can just do it by voice.

00:56:39.856 --> 00:56:41.358
And we generate this

00:56:43.206 --> 00:56:46.070
Or you think about it and you go,

00:56:46.190 --> 00:56:47.871
what is the opposite of that?

00:56:49.072 --> 00:56:49.411
This.

00:56:50.373 --> 00:56:51.813
Or this.

00:56:52.355 --> 00:56:53.355
This would be the best.

00:56:53.655 --> 00:56:56.177
I might steal this for the campaign I'm

00:56:56.217 --> 00:56:56.637
working on.

00:56:56.777 --> 00:56:57.077
Why?

00:56:57.458 --> 00:56:59.981
Because there's no color.

00:57:00.221 --> 00:57:02.382
It's quite literally the opposite of this,

00:57:02.643 --> 00:57:05.385
and it will stand out because, I mean,

00:57:06.286 --> 00:57:08.047
the twenty-eight immutable laws of

00:57:08.467 --> 00:57:10.208
marketing or whatever, make the big small,

00:57:10.248 --> 00:57:11.030
make the small big,

00:57:11.050 --> 00:57:12.150
make the visible invisible.

00:57:13.217 --> 00:57:15.579
Make the colorful monochrome would be one

00:57:15.599 --> 00:57:16.199
of those laws.

00:57:16.458 --> 00:57:17.860
Make the loud quiet.

00:57:18.541 --> 00:57:18.820
I don't know.

00:57:18.840 --> 00:57:19.501
Maybe I steal that.

00:57:21.057 --> 00:57:22.719
I know we have about two minutes left.

00:57:22.818 --> 00:57:24.239
My question to you,

00:57:25.139 --> 00:57:26.561
what do you think about the fact that

00:57:26.601 --> 00:57:27.981
it stayed black and white?

00:57:28.561 --> 00:57:31.523
It stayed like dated, you know,

00:57:31.583 --> 00:57:33.923
I'm assuming the occupational therapist is

00:57:33.943 --> 00:57:34.724
the woman, of course,

00:57:34.764 --> 00:57:36.965
occupational therapy has a huge percentage

00:57:36.985 --> 00:57:37.865
of women over men.

00:57:39.686 --> 00:57:41.806
What do you think of the aesthetic of

00:57:42.248 --> 00:57:44.288
actually even considering just sticking

00:57:44.349 --> 00:57:45.369
with this picture?

00:57:47.233 --> 00:57:48.414
Like what, like how do,

00:57:48.454 --> 00:57:49.914
why do I think the AI got there

00:57:49.954 --> 00:57:51.275
or do I like using it?

00:57:51.436 --> 00:57:52.356
Do you like using it?

00:57:52.436 --> 00:57:54.137
Would this be something you would use in

00:57:54.177 --> 00:57:55.398
two thousand twenty six?

00:57:55.639 --> 00:57:56.699
I might judge it up a little bit,

00:57:56.719 --> 00:57:58.101
but I like the fact that it's dated

00:57:58.141 --> 00:57:59.681
because it's so anti that.

00:58:00.422 --> 00:58:01.744
Or do you do?

00:58:03.025 --> 00:58:05.967
There was a Tobey Maguire movie years ago

00:58:06.007 --> 00:58:08.228
where they got teleported back to the

00:58:08.268 --> 00:58:10.250
fifties and their life was in black and

00:58:10.289 --> 00:58:10.530
white.

00:58:10.911 --> 00:58:12.351
There was a way to make that look

00:58:12.391 --> 00:58:13.333
a little modern.

00:58:14.474 --> 00:58:14.713
Like.

00:58:15.751 --> 00:58:16.152
I don't know.

00:58:16.211 --> 00:58:17.454
I think, is that what you're asking?

00:58:17.474 --> 00:58:17.634
Like,

00:58:17.653 --> 00:58:19.096
would I use that straight or would I

00:58:19.295 --> 00:58:20.518
use the picture a little bit to make

00:58:20.538 --> 00:58:22.081
it look modern, but black and white?

00:58:23.230 --> 00:58:24.231
I like it the way it is.

00:58:24.251 --> 00:58:26.452
I'm just saying, like, we are looking...

00:58:26.793 --> 00:58:27.693
Effectively,

00:58:27.733 --> 00:58:29.594
we are looking for a call back to

00:58:29.635 --> 00:58:30.175
tradition.

00:58:31.217 --> 00:58:33.097
A slower time.

00:58:33.617 --> 00:58:34.318
Pleasantville.

00:58:35.860 --> 00:58:37.280
Exactly.

00:58:37.300 --> 00:58:38.181
Yeah, yeah, like...

00:58:40.143 --> 00:58:42.204
I think it stops the scroll.

00:58:42.606 --> 00:58:44.067
I think it catches attention.

00:58:44.746 --> 00:58:46.849
I'm sure there are going to be people

00:58:46.909 --> 00:58:47.750
offended by it,

00:58:47.769 --> 00:58:49.070
but that's not a bad thing either.

00:58:49.090 --> 00:58:50.130
It's not.

00:58:50.211 --> 00:58:51.231
You know, so...

00:58:52.673 --> 00:58:53.896
Yeah, this is really interesting.

00:58:54.137 --> 00:58:56.121
And this was the fourth iteration.

00:58:57.282 --> 00:58:58.965
We went from the first to the second

00:58:58.985 --> 00:59:00.789
to the third, and now we got this.

00:59:01.206 --> 00:59:03.128
I think that's the problem with people

00:59:03.288 --> 00:59:05.688
using some of these tools is they do

00:59:05.768 --> 00:59:08.969
quite literally one input and they go,

00:59:09.009 --> 00:59:09.869
well, I guess that's it.

00:59:10.009 --> 00:59:11.449
I guess because I don't know what I'm

00:59:11.489 --> 00:59:11.650
doing.

00:59:11.989 --> 00:59:12.210
Listen,

00:59:12.250 --> 00:59:14.070
if you asked me to design something like

00:59:14.110 --> 00:59:14.849
from scratch,

00:59:15.731 --> 00:59:17.351
it's going to be a B minus, right?

00:59:17.791 --> 00:59:19.311
But I can look at work and go,

00:59:19.512 --> 00:59:20.092
man,

00:59:20.251 --> 00:59:21.992
I love looking at great graphic design

00:59:22.231 --> 00:59:23.952
because a good graphic designer,

00:59:23.992 --> 00:59:24.532
in my opinion...

00:59:25.452 --> 00:59:28.414
it's not the this it's the this and

00:59:28.434 --> 00:59:30.775
being able to turn this into an image

00:59:30.815 --> 00:59:33.416
it's their thought all right let's wrap it

00:59:33.516 --> 00:59:37.137
up so parting shots i thought that's it

00:59:37.237 --> 00:59:39.336
oh i didn't say orgasms i thought i

00:59:39.356 --> 00:59:42.097
said orgasms organisms orgasms oh is that

00:59:42.338 --> 00:59:43.478
what led to the return of color in

00:59:43.498 --> 00:59:45.960
pleasantville orga i didn't i i might have

00:59:45.980 --> 00:59:47.360
been too young to understand that

00:59:49.088 --> 00:59:50.289
I'm sure Bo knows.

00:59:50.389 --> 00:59:52.490
Wasn't there an official diagnosis of

00:59:52.550 --> 00:59:52.791
hysteria?

00:59:52.811 --> 00:59:55.411
Hysteria, yeah.

00:59:55.452 --> 00:59:59.074
Women were being sent to doctors to be...

01:00:00.766 --> 01:00:01.606
Unhysterical.

01:00:04.068 --> 01:00:04.528
All right.

01:00:04.630 --> 01:00:07.052
So I think we had a great real

01:00:07.092 --> 01:00:08.193
time illustration.

01:00:08.713 --> 01:00:12.016
How to use AI, how to, you know,

01:00:12.096 --> 01:00:14.677
get extract a little more value out of

01:00:14.737 --> 01:00:15.398
the tool.

01:00:15.878 --> 01:00:17.561
It can't just be a one shot.

01:00:18.181 --> 01:00:19.001
This is what I want.

01:00:19.061 --> 01:00:19.762
That's what you get.

01:00:20.003 --> 01:00:22.545
this ain't it but this could be this

01:00:22.585 --> 01:00:25.387
is better this could be better it depends

01:00:25.467 --> 01:00:28.130
but i think we agree this blends this

01:00:28.170 --> 01:00:30.713
blends into the background this image that

01:00:30.733 --> 01:00:31.853
i'm showing if you're watching the live

01:00:31.873 --> 01:00:33.695
stream screams like a monster truck

01:00:33.715 --> 01:00:36.597
commercial for gravedigger and this says

01:00:36.918 --> 01:00:38.119
we're looking for great occupational

01:00:38.139 --> 01:00:39.661
therapists it still has the same

01:00:39.701 --> 01:00:41.143
information it just does it a different

01:00:41.182 --> 01:00:44.365
way right right what's your parting shot

01:00:44.385 --> 01:00:44.726
i'm done

01:00:46.032 --> 01:00:48.313
I would say understand what game you're

01:00:48.333 --> 01:00:50.373
playing and either hire someone to do it

01:00:50.454 --> 01:00:51.634
or learn how to do it really well.

01:00:52.914 --> 01:00:54.815
Because as a great professor told me once,

01:00:55.175 --> 01:00:56.956
you're either doing public relations or

01:00:56.996 --> 01:00:59.938
communications well or you're doing it

01:00:59.978 --> 01:01:00.298
poorly.

01:01:00.358 --> 01:01:01.599
There is no in the middle.

01:01:01.639 --> 01:01:03.139
Just saying we don't have to do marketing.

01:01:03.780 --> 01:01:05.402
When people say we rely on word of

01:01:05.461 --> 01:01:07.182
mouth and I say what words and whose

01:01:07.242 --> 01:01:08.103
mouth?

01:01:08.342 --> 01:01:10.623
You're doing this well or poorly.

01:01:10.684 --> 01:01:11.804
You get to decide what it is.

01:01:13.918 --> 01:01:14.420
All right.

01:01:14.940 --> 01:01:15.599
See you on Thursday.

01:01:15.619 --> 01:01:16.161
See you on Thursday.

01:01:16.181 --> 01:01:17.342
That's it.

01:01:17.661 --> 01:01:18.121
We're out.

01:01:18.161 --> 01:01:19.643
Boys, what the hell are you doing?

01:01:19.682 --> 01:01:22.505
Follow Tony Maritano on YouTube at Total

01:01:22.565 --> 01:01:23.585
Therapy Solution.

01:01:23.646 --> 01:01:24.646
Find Dave Kittle at

01:01:24.666 --> 01:01:27.847
ConciergePainRelief.com and on YouTube at

01:01:27.867 --> 01:01:29.068
The Dave Kittle Show.

01:01:29.088 --> 01:01:32.291
And follow Jimmy McKay at PG Podcasts on

01:01:32.391 --> 01:01:33.672
YouTube, the socials,

01:01:33.791 --> 01:01:35.552
and wherever you binge podcasts you

01:01:35.572 --> 01:01:36.574
pretend are for CEU.

01:01:37.545 --> 01:01:38.949
And hey, just a reminder,

01:01:39.472 --> 01:01:40.775
none of this was for advice.

01:01:40.835 --> 01:01:42.280
This was for entertainment only.

01:01:42.539 --> 01:01:43.943
Our lawyers say that counts.

01:01:44.045 --> 01:01:44.786
Thanks, Keith.