The Secret to Getting Paid What You Deserve as a PT – Start Doing THIS Now

WEBVTT

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Coming in hot on your Tuesday.

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My clock was all off.

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I was very confused a minute

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ago when Dave was like, hey,

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are we ready to go live?

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What's the link?

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And I'm like, yeah,

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Dave getting in there a half hour early.

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Has this ever happened?

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My computer time was like

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twenty minutes slow.

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Like it was telling me it

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was like eight oh five.

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And I was like, oh,

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Dave getting in there early.

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I don't know.

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But good morning to you,

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PT Breakfast Club.

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That is Dave Kittle.

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That is Tony Maritato.

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I'm Jimmy McKay.

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I'm in the middle today.

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I like that.

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Yeah.

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Tony, you wanted to talk about pricing.

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I saw you like asking questions.

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And if anybody like here's a

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here's a great plug to get

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people to follow us on social media.

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That's the anti plug plug.

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If you want to know what

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we're going to be talking

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about two or three days from now,

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watch the questions we're

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asking on social media two

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or three days before an episode.

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Because we're typically

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looking to see your reaction.

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And if there is no reaction,

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that's off the list.

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If you don't care enough to

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agree or disagree with us,

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if you've noticed anything about anything,

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you're looking for threads to pull.

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So with that being said,

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we'll share our socials in

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the stream later on in

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comments and stuff like that.

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But if you're looking for

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things to chime in on or if

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you'd like to influence things,

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like I had a guy in my

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LinkedIn comments this morning,

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which shows people actually

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listen to this show.

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So John chimed in.

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on a post about, did you see my post about,

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um,

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it was from Reddit and it was like

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somebody moved across the

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country to start a re a traveled PRN,

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a travel assignment.

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And like the morning before

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they were supposed to start,

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they were like, yeah,

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this time it's not there.

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Like, and the question was like,

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what would you do?

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So it was a bunch of people

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and John chimed in and he goes, well,

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Jimmy per your podcast from

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a couple of weeks ago,

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you gotta be flexible.

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Like the shoulder with a little stability,

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like the hip.

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And I was like, Holy cow.

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People actually listen to this show.

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Who, who knew,

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who knew people listen to this show?

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Yeah.

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Who was that?

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John who?

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Just so we can shout him out.

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I will have to.

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Oh, sorry, not John.

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It was Luke Ivers.

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Luke Ivers.

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Shout out, Luke.

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Never even heard of him,

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but I'm glad he tunes in.

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Love it.

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Now I just sent him a

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connection request on LinkedIn.

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But it's funny how these

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things spread and how the

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things that we think about,

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the things that we think

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that are going to be the

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most talked about,

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the things we think are

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going to be the most important,

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Sometimes are, sometimes aren't.

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And the things that we think

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are minute become the big things.

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So what do you want to talk about first?

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Tony,

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you want to go pricing or do you want

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to go by my, we can do,

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we can save my real world

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question I have for you

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guys of what to do in a

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marketing situation.

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We can do that second piece.

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Well,

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plus Dave got information about bark

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that I want to hear.

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But yeah,

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let's just hit pricing real quick.

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It's just, you know,

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this is a horse that's been

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beaten a hundred times,

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but this is a hundred and one.

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I get curious and obviously

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all the political news

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that's going everywhere right now.

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So they're talking about

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price is not price fixing.

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So price fixing just for,

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for people listening.

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You know,

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therapists are technically

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supposedly not allowed to

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talk about reimbursement

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rates because they could

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fix prices behind the scenes saying,

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I talked to Dave, I talked to Jimmy.

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We are not going to accept

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any prices lower than one

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hundred dollars a unit.

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So when an insurance company

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tries to negotiate rates, we have, quote,

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fixed prices.

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That is against the law.

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You can't do that.

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But then government.

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What?

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I didn't know that.

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Yeah.

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Yeah.

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And usually in your payer contracts,

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there will be a disclosure

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in there talking about this.

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That's why that's why nobody

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talks about it.

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But the government had

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passed a law for price

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transparency where

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hospitals and large

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organizations and insurance

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companies are supposed to

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share reimbursement rates.

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It hasn't taken effect.

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The law is there,

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but nobody's going with it yet.

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Price controls is a different topic.

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And that's kind of what I

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wanted to hit on just real quick.

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Price controls would be the

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government comes in and

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says no gas station is

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allowed to raise gas prices

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beyond three dollars a gallon.

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The problem with price control, obviously,

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on the surface, it seems amazing.

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It's like, oh, yes, you know,

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price of food is too expensive.

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The population needs food.

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The government is going to

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come in and fix the price of food.

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Well,

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the problem is it leads to shortages.

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It doesn't adequately compensate growers,

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farmers, food manufacturers,

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and it leads to a whole

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bunch of other problems.

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So there's two sides to every story.

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My side is clearly biased.

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But then you go down a third

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rabbit hole and you look at

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the research and you look

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at the research on pricing.

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And there are studies

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published where it says a

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medication that's more expensive is

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tends to be more effective.

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A wine that's more expensive

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tends to taste better.

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And I still say if

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therapists want to be research informed,

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back in my day, it was research based,

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we would use all the research.

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not just the research that

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resonates with your particular biases.

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So all the research would be, hey,

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how do I make this more effective?

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How do I make patients more compliant?

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How do I improve the quality

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in my patient care experience?

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I make it more expensive.

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And so whether we're talking

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about Medicare,

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and I just published an

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article on LinkedIn where

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Medicare is effectively

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controlling prices,

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they're trying to keep prices low,

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They're such a major third party payer.

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It has a negative effect

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effect because Medicare

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pricing is so low.

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Amazing therapists like Dave

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can't afford to deliver an

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amazing patient care

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experience on a Medicare

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reimbursement rate.

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So Dave leaves.

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Dave doesn't do it.

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Um,

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but I really think if we want to

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improve the outcomes,

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one of the easiest lever to

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pull is make it more expensive.

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And then of course the argument, well,

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what about people who can't afford it?

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If I can put a million

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dollars in my bank account,

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treating fewer patients,

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I have a lot more free time

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to deliver services that I

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will pay for myself to

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people who can't afford it.

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It's not free.

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There's no such thing as a free service.

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It's a service that I am

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paying for to deliver to a

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person who can't afford to

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pay for it themselves.

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All right, guys,

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where do you want to go from there?

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Well, real quick, Scott,

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checking in live here, great article,

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Tony.

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He just commented.

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So, Scott,

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Tony would love if you were able

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to just share that link with, let's say,

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two or three colleagues,

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send it to them on LinkedIn DM or email,

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share that link out.

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It's an interesting article,

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and it's pretty short and

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quick and right to the point.

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So just share out Tony's stuff.

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We would appreciate that.

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So I'll go first because I'm

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probably the most ill-informed.

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So I never worked on pricing.

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As the communications guy in radio,

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I was always the guy

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creating the product.

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I worked hand in hand with

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sales and we worked together.

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and I can talk about a

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pricing model that I've

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worked with or used or first heard of.

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I go with price and value, right?

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So you have that seesaw.

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I could bring up a slide, but I won't.

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You have a seesaw, and one side is price,

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and that's the side most people focus on.

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It's easy to control because, look,

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I just went on my website.

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I changed my price.

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My price has now doubled.

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I did a Labor Day sale.

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My price has changed.

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But what Tony's talking

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about is perceived value.

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We tend to just take the

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word perceived off of that

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because all value is perceived value.

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You can't tell me this is

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more valuable to someone else.

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Just take a bottle of water

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in a supermarket or at a Yankees game.

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There's still two bottles of water,

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but one has more price

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because it has more perceived value.

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It's harder to get water at

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Yankee Stadium because they

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control the market.

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And that's the different

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ways that Tony is talking

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about is who's able to collude,

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who's able to control.

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If we talked about...

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Wasn't that the thing where

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employers tried to convince

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employees that it was

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illegal to talk about what

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their salary was because it

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would make everybody hate each other?

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And that's the way to make

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sure no one understands

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what anybody else is

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getting paid so they can't

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understand where they fit

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in the bell curve.

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So I would say...

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Well,

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there's a couple of different

00:08:30.144 --> 00:08:31.346
questions that you're asking here, Tony.

00:08:31.466 --> 00:08:33.586
Number one is making

00:08:33.647 --> 00:08:35.027
something more expensive.

00:08:35.126 --> 00:08:37.107
Does it make it more valuable?

00:08:37.648 --> 00:08:38.307
It depends.

00:08:38.548 --> 00:08:39.628
But the research shows that

00:08:39.748 --> 00:08:41.509
people look at things more valuable.

00:08:42.188 --> 00:08:43.629
Did you hear about the the

00:08:43.710 --> 00:08:45.250
the the shoe company Palesi?

00:08:45.809 --> 00:08:46.451
You ever heard of that one?

00:08:46.471 --> 00:08:47.211
No, no.

00:08:47.610 --> 00:08:49.211
You have, it's called pay less.

00:08:49.413 --> 00:08:51.193
They did a pop-up store and

00:08:51.234 --> 00:08:52.014
they made all the lights

00:08:52.936 --> 00:08:54.037
and they brought in, you know,

00:08:54.417 --> 00:08:56.438
beautiful fake Instagram influencers.

00:08:56.458 --> 00:08:57.139
They invited them.

00:08:57.178 --> 00:08:58.159
They all showed up like,

00:08:58.440 --> 00:08:58.860
and they were like,

00:08:58.921 --> 00:09:00.182
how much I'm trying to be nice.

00:09:00.201 --> 00:09:00.922
I'm going to do.

00:09:01.001 --> 00:09:01.883
And here's where I'm going

00:09:01.903 --> 00:09:02.724
with my clothes.

00:09:03.245 --> 00:09:04.505
And this is like a side

00:09:04.546 --> 00:09:05.727
topic because I'll let Dave go,

00:09:06.109 --> 00:09:07.650
which is they ask these people,

00:09:07.671 --> 00:09:08.871
what would you pay for these shoes?

00:09:08.892 --> 00:09:09.472
What would you pay for?

00:09:09.513 --> 00:09:10.995
Oh, I would pay three, four, five,

00:09:11.095 --> 00:09:11.755
eight hundred dollars.

00:09:12.096 --> 00:09:13.097
And they were the Payless

00:09:13.118 --> 00:09:14.200
shoes that twenty four

00:09:14.220 --> 00:09:15.942
hours before were on the

00:09:15.981 --> 00:09:16.984
rack and Payless.

00:09:17.283 --> 00:09:19.366
But because we changed it, it's Plessy.

00:09:20.248 --> 00:09:21.229
Now it's something different.

00:09:21.548 --> 00:09:22.210
Now I know a lot of people

00:09:22.230 --> 00:09:23.051
are going to say, but Jimmy,

00:09:23.091 --> 00:09:24.091
healthcare is different.

00:09:24.131 --> 00:09:26.033
But Tony already circled around on that.

00:09:26.092 --> 00:09:27.575
If there are people that can't afford it,

00:09:28.095 --> 00:09:31.278
you actually, if you charge a higher rate,

00:09:31.418 --> 00:09:32.799
you buy yourself some time

00:09:32.840 --> 00:09:34.660
to help people who can't afford it.

00:09:35.101 --> 00:09:36.403
Now you can go crazy and go

00:09:36.462 --> 00:09:37.823
ham on pro bono work,

00:09:38.244 --> 00:09:39.765
but someone's got to pay for it.

00:09:42.860 --> 00:09:43.720
The Pelesi thing,

00:09:43.799 --> 00:09:44.660
I do remember where they

00:09:45.061 --> 00:09:47.562
created a fake store in a mall,

00:09:47.663 --> 00:09:50.245
and it was gold font.

00:09:50.466 --> 00:09:50.905
Obviously,

00:09:51.346 --> 00:09:52.846
it was a different logo than Payless.

00:09:53.587 --> 00:09:55.710
They invited these fake

00:09:56.149 --> 00:09:57.291
Instagram influencers,

00:09:57.350 --> 00:09:59.332
and they all got punked, basically.

00:09:59.552 --> 00:10:00.813
They all were like, oh my god,

00:10:00.894 --> 00:10:01.673
these shoes are...

00:10:02.475 --> 00:10:04.176
thirty dollars and and I was

00:10:04.216 --> 00:10:05.417
ready to and I and people

00:10:05.476 --> 00:10:06.116
actually I think they

00:10:06.197 --> 00:10:07.376
actually took transactions

00:10:07.457 --> 00:10:08.357
is that true that like

00:10:08.418 --> 00:10:09.217
people actually paid a

00:10:09.238 --> 00:10:10.119
couple hundred bucks per I

00:10:10.219 --> 00:10:11.359
think I think so it might

00:10:11.379 --> 00:10:12.159
have just been a stunt but

00:10:12.179 --> 00:10:13.240
there was one of I think it

00:10:13.259 --> 00:10:14.260
was either san francisco or

00:10:14.280 --> 00:10:15.721
new york where this kid was

00:10:15.741 --> 00:10:17.763
selling like ramen noodles

00:10:18.143 --> 00:10:19.344
and he made up a fake

00:10:19.384 --> 00:10:20.823
five-star restaurant that

00:10:20.844 --> 00:10:21.465
was only taking

00:10:21.524 --> 00:10:22.565
reservations eight weeks in

00:10:22.605 --> 00:10:23.985
advance and kid was making

00:10:24.025 --> 00:10:25.326
banks selling eighty nine

00:10:25.366 --> 00:10:26.527
cent packets of ramen

00:10:26.986 --> 00:10:28.087
perception is reality

00:10:29.188 --> 00:10:29.710
A hundred percent.

00:10:29.769 --> 00:10:31.892
Now I am, uh,

00:10:31.912 --> 00:10:33.192
I hope I'm open and

00:10:33.232 --> 00:10:35.956
transparent enough to basically admit,

00:10:36.317 --> 00:10:37.097
this is what we do.

00:10:37.557 --> 00:10:38.119
This is what we do with

00:10:38.139 --> 00:10:39.059
concierge pain relief.

00:10:39.200 --> 00:10:40.181
My therapist and I,

00:10:40.620 --> 00:10:41.643
let's say we have a client

00:10:41.663 --> 00:10:43.845
who's that has Parkinson's

00:10:44.304 --> 00:10:45.466
and the way we evaluate and

00:10:45.486 --> 00:10:47.509
treat them is pretty much

00:10:47.568 --> 00:10:49.030
no different than any other, uh,

00:10:49.591 --> 00:10:50.611
Luna therapists.

00:10:50.751 --> 00:10:52.452
We, we try, we try to make it better.

00:10:52.852 --> 00:10:54.114
Uh, any, uh,

00:10:54.214 --> 00:10:55.394
outpatient Medicare part B

00:10:55.414 --> 00:10:56.676
therapists in any other

00:10:57.336 --> 00:10:58.976
state or city or rural area.

00:10:59.518 --> 00:11:00.557
But I,

00:11:00.938 --> 00:11:03.500
we kind of do what pay less did with

00:11:03.539 --> 00:11:03.961
Palesi,

00:11:03.980 --> 00:11:05.261
like in terms of the wrapping of

00:11:05.302 --> 00:11:06.682
like the messaging on our website,

00:11:07.023 --> 00:11:08.323
we spend more on ads.

00:11:08.403 --> 00:11:09.163
Maybe that's part of it.

00:11:09.203 --> 00:11:09.784
Maybe it's not.

00:11:10.384 --> 00:11:10.625
Um,

00:11:10.664 --> 00:11:11.686
we definitely had the phone call

00:11:11.706 --> 00:11:12.466
process that we talked

00:11:12.485 --> 00:11:13.547
about in previous episodes.

00:11:13.567 --> 00:11:15.528
So that's kind of part of like the, the,

00:11:15.688 --> 00:11:16.708
you know, the, the branding,

00:11:16.729 --> 00:11:18.049
the experience, all that before,

00:11:18.070 --> 00:11:19.211
but I'm saying the actual,

00:11:19.931 --> 00:11:21.792
intervention of like, are we going to do,

00:11:21.831 --> 00:11:22.052
you know,

00:11:22.312 --> 00:11:24.273
rotations and single leg stance and,

00:11:24.332 --> 00:11:24.552
you know,

00:11:24.592 --> 00:11:27.474
tandem walking and LSVT big

00:11:27.494 --> 00:11:28.974
tight movements for our

00:11:29.033 --> 00:11:29.734
eighty five year old with

00:11:29.754 --> 00:11:31.254
Parkinson's the same way

00:11:31.294 --> 00:11:33.294
that therapists would do in, you know,

00:11:33.535 --> 00:11:35.515
rural Arkansas or West

00:11:35.535 --> 00:11:36.716
Virginia or anywhere else.

00:11:38.277 --> 00:11:39.977
the actual interventions

00:11:40.038 --> 00:11:41.018
might be very similar,

00:11:41.317 --> 00:11:42.719
but in terms of the wrapping,

00:11:42.759 --> 00:11:45.480
the branding, the front end experience,

00:11:45.679 --> 00:11:47.059
a little bit of the communication stuff.

00:11:47.100 --> 00:11:49.260
So it is kind of similar and

00:11:49.301 --> 00:11:49.801
I'm owning it.

00:11:49.900 --> 00:11:50.561
I'm owning up to it.

00:11:50.600 --> 00:11:51.822
Like we, we,

00:11:52.101 --> 00:11:54.222
we package it up and on our website,

00:11:54.263 --> 00:11:54.982
it says the, the,

00:11:55.702 --> 00:11:57.644
The Parkinson's Breakthrough Program.

00:11:57.903 --> 00:11:59.764
So people call in and they're like, hey,

00:11:59.784 --> 00:12:00.384
can we get some more

00:12:00.404 --> 00:12:01.666
information on this program?

00:12:01.725 --> 00:12:03.907
And how much is this program?

00:12:03.966 --> 00:12:06.126
And it sounds like Medicare

00:12:06.248 --> 00:12:08.948
or insurance might not cover it.

00:12:09.349 --> 00:12:09.708
Yes.

00:12:10.129 --> 00:12:11.450
Christy, thank you for your live comment.

00:12:11.629 --> 00:12:13.311
She said, make it feel luxurious.

00:12:13.350 --> 00:12:15.772
So that's kind of what we do.

00:12:16.432 --> 00:12:18.332
And it is the effect of...

00:12:19.280 --> 00:12:20.682
This is this is Maslow's

00:12:20.701 --> 00:12:21.642
hierarchy of needs.

00:12:21.662 --> 00:12:22.602
This is Bain and Company's B

00:12:22.623 --> 00:12:24.442
to C value period pyramid.

00:12:24.803 --> 00:12:26.063
So, you know, Chris,

00:12:27.125 --> 00:12:28.445
who's making that comment right there?

00:12:28.485 --> 00:12:28.985
Christine.

00:12:29.046 --> 00:12:30.966
Christine is saying emotional.

00:12:31.466 --> 00:12:33.368
Make it feel feel badge value.

00:12:33.768 --> 00:12:34.048
I do.

00:12:34.488 --> 00:12:36.168
I actually have Dr. Dave and

00:12:36.188 --> 00:12:36.989
you don't have you have

00:12:37.048 --> 00:12:38.629
someone down the street or

00:12:38.710 --> 00:12:39.850
it's affiliation and

00:12:39.870 --> 00:12:42.892
belonging or it's it's those things.

00:12:42.971 --> 00:12:44.993
It's can you provide those things?

00:12:45.013 --> 00:12:46.793
And if you can, you can charge more.

00:12:48.484 --> 00:12:49.865
And really, real quick,

00:12:49.885 --> 00:12:50.846
before I kick it over to Tony,

00:12:51.167 --> 00:12:52.128
we talked about this before.

00:12:52.148 --> 00:12:53.168
We did a deep dive on some

00:12:53.208 --> 00:12:54.269
other episode where we

00:12:54.330 --> 00:12:56.172
talked about packaging and

00:12:56.331 --> 00:12:57.273
the wrapping paper.

00:12:57.673 --> 00:13:00.456
And we put these words for these programs.

00:13:01.177 --> 00:13:03.720
On my website, we have on the stroke,

00:13:05.461 --> 00:13:06.302
CVA page,

00:13:06.384 --> 00:13:08.125
it's the Stroke Success Program

00:13:08.145 --> 00:13:08.706
or something like that.

00:13:08.746 --> 00:13:10.408
I don't even remember the actual names,

00:13:10.470 --> 00:13:12.913
but people call in and they're like,

00:13:13.173 --> 00:13:14.394
they want this thing

00:13:14.975 --> 00:13:16.298
because if they call somewhere else,

00:13:16.357 --> 00:13:16.938
it's just like,

00:13:17.178 --> 00:13:19.623
do you take my Medicare for...

00:13:20.504 --> 00:13:21.404
you're in home physical

00:13:21.424 --> 00:13:23.005
therapy and I happen to

00:13:23.025 --> 00:13:24.547
have a stroke or Parkinson's or whatever,

00:13:24.726 --> 00:13:26.467
but when they come in, like Christy said,

00:13:27.048 --> 00:13:27.808
make it exclusive.

00:13:27.828 --> 00:13:29.490
Like, Oh, this is, this is for me,

00:13:29.649 --> 00:13:30.750
but it's not for other people.

00:13:31.230 --> 00:13:32.672
And some people,

00:13:32.991 --> 00:13:33.871
this is the beautiful thing,

00:13:34.133 --> 00:13:35.212
Tony about pricing, right?

00:13:35.232 --> 00:13:36.714
Like some people are like,

00:13:37.033 --> 00:13:37.735
I want the thing.

00:13:37.875 --> 00:13:38.855
I want to pay for the thing.

00:13:38.936 --> 00:13:39.816
I've worked so hard in my

00:13:39.875 --> 00:13:41.177
life where now I can invest

00:13:41.216 --> 00:13:42.258
in the thing or the program

00:13:42.298 --> 00:13:43.759
or whatever compared to

00:13:43.918 --> 00:13:44.438
everything else and

00:13:44.458 --> 00:13:45.860
everything else looks the same.

00:13:46.340 --> 00:13:47.201
And our programs,

00:13:47.240 --> 00:13:48.522
I believe kind of stand out, uh,

00:13:49.081 --> 00:13:49.942
in a different way.

00:13:50.062 --> 00:13:51.083
And then that's what results

00:13:51.124 --> 00:13:54.567
in some of the interest, but I don't know,

00:13:54.587 --> 00:13:55.129
Tony, maybe,

00:13:55.149 --> 00:13:57.490
maybe also with the pricing and people,

00:13:57.750 --> 00:13:58.032
you know,

00:13:58.552 --> 00:13:59.894
using that to filter themselves

00:13:59.933 --> 00:14:01.294
in or out or, or, you know,

00:14:01.315 --> 00:14:02.155
what else around pricing

00:14:02.176 --> 00:14:02.856
with this whole topic?

00:14:04.010 --> 00:14:05.432
I think it just goes back to, you know,

00:14:05.471 --> 00:14:06.773
Gary Vee said it and we've

00:14:06.793 --> 00:14:08.455
shared it on this broadcast.

00:14:08.495 --> 00:14:10.797
Like just put it out there.

00:14:11.256 --> 00:14:12.658
What's interesting is I can

00:14:12.697 --> 00:14:13.839
go buy a two thousand

00:14:13.859 --> 00:14:15.500
dollar hamburger that's got

00:14:15.561 --> 00:14:17.302
gold leaf and an ostrich

00:14:17.562 --> 00:14:19.063
ostrich egg on it and like

00:14:19.124 --> 00:14:20.325
all this crazy stuff.

00:14:21.566 --> 00:14:22.687
Or I can go to McDonald's

00:14:22.726 --> 00:14:24.428
for a three dollar hamburger.

00:14:24.450 --> 00:14:24.710
Right.

00:14:25.190 --> 00:14:26.312
What's interesting, though,

00:14:26.412 --> 00:14:28.234
is I make that comparison

00:14:28.293 --> 00:14:29.875
for therapists who call

00:14:30.057 --> 00:14:31.798
higher volume clinics,

00:14:31.918 --> 00:14:33.660
mill clinics compared to a

00:14:33.681 --> 00:14:34.542
niche practice.

00:14:35.783 --> 00:14:36.924
The reality is there is a

00:14:36.985 --> 00:14:37.985
market there for both.

00:14:38.846 --> 00:14:40.067
On an absolute basis,

00:14:40.148 --> 00:14:42.067
McDonald's is making far

00:14:42.129 --> 00:14:44.690
more profit than that fine

00:14:44.710 --> 00:14:45.990
dining experience that's

00:14:46.029 --> 00:14:47.711
selling a two thousand dollar hamburger.

00:14:47.750 --> 00:14:49.291
But just even if you just

00:14:49.331 --> 00:14:51.292
have it on the menu for

00:14:51.331 --> 00:14:53.592
price anchoring purposes to say, look,

00:14:53.633 --> 00:14:54.974
this is possible.

00:14:55.573 --> 00:14:56.774
You're at least giving the

00:14:56.813 --> 00:14:58.115
community the option.

00:14:58.674 --> 00:15:00.635
Most of us, me included,

00:15:01.035 --> 00:15:02.657
don't even want to give them the option.

00:15:03.177 --> 00:15:04.938
You know, now that being said,

00:15:05.158 --> 00:15:07.740
I understand Jimmy's quote.

00:15:07.841 --> 00:15:08.942
I understand the assignment.

00:15:09.062 --> 00:15:10.263
I understand my niche.

00:15:10.342 --> 00:15:11.543
I understand my market.

00:15:12.083 --> 00:15:13.404
I am not serving the same

00:15:13.445 --> 00:15:15.006
community as Dave would be.

00:15:15.466 --> 00:15:17.828
So from a physical therapy perspective,

00:15:18.389 --> 00:15:20.510
I am not trying to brand

00:15:20.630 --> 00:15:22.493
and market a premium experience.

00:15:22.572 --> 00:15:24.293
Most of the equipment in my

00:15:24.333 --> 00:15:26.716
clinic is broken, but functional.

00:15:27.236 --> 00:15:30.720
My seats were rescued from the trash.

00:15:31.399 --> 00:15:33.581
I didn't spend hardly any

00:15:33.642 --> 00:15:35.543
money opening my physical therapy clinic.

00:15:35.623 --> 00:15:38.585
And along those lines, I am delivering,

00:15:38.764 --> 00:15:40.946
I am the like family dollar

00:15:41.025 --> 00:15:42.846
dollar general lowest

00:15:42.908 --> 00:15:44.849
possible budget operator,

00:15:45.389 --> 00:15:46.889
but I still get my patients better.

00:15:46.950 --> 00:15:48.071
My patients still come back

00:15:48.091 --> 00:15:49.071
for other conditions.

00:15:49.111 --> 00:15:51.133
Like I've got proven success

00:15:51.153 --> 00:15:53.254
behind that track record, but with that,

00:15:53.855 --> 00:15:55.615
I am okay taking minimum

00:15:55.655 --> 00:15:57.037
wage for the services that

00:15:57.096 --> 00:15:59.158
I'm delivering in my business model.

00:15:59.937 --> 00:16:00.099
Um,

00:16:00.938 --> 00:16:04.480
So some therapists always want to say,

00:16:05.520 --> 00:16:06.780
it's not about just serving

00:16:06.801 --> 00:16:08.562
the rich and all of these things.

00:16:08.621 --> 00:16:09.883
You're right, a hundred percent.

00:16:10.562 --> 00:16:11.884
But any of us could serve

00:16:11.923 --> 00:16:13.423
those who can't afford.

00:16:13.683 --> 00:16:14.845
We just need to build a

00:16:14.865 --> 00:16:16.544
vehicle that allows us to do that.

00:16:16.865 --> 00:16:17.505
And for the record,

00:16:18.225 --> 00:16:20.126
I'm the only clinic in my

00:16:20.167 --> 00:16:22.327
geography that offers pro

00:16:22.368 --> 00:16:24.369
bono services that doesn't

00:16:24.389 --> 00:16:25.190
send patients to

00:16:25.230 --> 00:16:26.649
collections if they don't pay.

00:16:27.010 --> 00:16:28.311
That has never turned a

00:16:28.350 --> 00:16:29.892
single person away because

00:16:29.932 --> 00:16:31.913
their their insurance has

00:16:32.693 --> 00:16:33.673
exhausted and they don't

00:16:33.714 --> 00:16:35.034
have any more visits like

00:16:35.495 --> 00:16:36.936
the hospital doesn't do that.

00:16:37.355 --> 00:16:40.077
The NovaCare, Athletico, ATI,

00:16:40.138 --> 00:16:41.960
nobody else in my community does that.

00:16:42.100 --> 00:16:44.061
I am the only practice who does that.

00:16:44.081 --> 00:16:44.741
And the only reason why I

00:16:44.761 --> 00:16:46.462
can do it is because I have

00:16:46.643 --> 00:16:47.943
other high margin,

00:16:47.984 --> 00:16:50.426
high profit services that I can provide.

00:16:51.884 --> 00:16:52.684
And you're happy with the

00:16:52.705 --> 00:16:55.347
current profit margin of your practice?

00:16:57.009 --> 00:16:58.851
For where that business is

00:16:58.912 --> 00:17:02.596
within the scope of everything, I am.

00:17:02.796 --> 00:17:04.657
Even when I'm like right now,

00:17:05.118 --> 00:17:06.119
for those who don't know,

00:17:06.539 --> 00:17:07.381
everything is changing.

00:17:07.421 --> 00:17:08.481
The economy is changing.

00:17:08.541 --> 00:17:10.324
We're under a little bit of

00:17:10.344 --> 00:17:12.586
a crunch for business.

00:17:12.866 --> 00:17:14.468
the big picture profitability.

00:17:14.968 --> 00:17:16.948
But even with that, when I'm looking at it,

00:17:16.968 --> 00:17:17.567
I'm like, all right,

00:17:17.627 --> 00:17:19.429
I guess I could go high, you know,

00:17:19.469 --> 00:17:21.170
margin in the PT clinic,

00:17:21.710 --> 00:17:22.910
but I just don't want to do that.

00:17:22.950 --> 00:17:23.829
I don't want to build that

00:17:23.890 --> 00:17:24.990
business right now.

00:17:25.270 --> 00:17:26.451
There are other places I

00:17:26.471 --> 00:17:28.291
could go for the money that

00:17:28.392 --> 00:17:30.491
would still allow me to run

00:17:30.672 --> 00:17:31.813
the business at the profit

00:17:31.853 --> 00:17:33.192
margins it's running at.

00:17:33.752 --> 00:17:33.932
Yeah.

00:17:34.212 --> 00:17:34.933
I'm satisfied.

00:17:34.953 --> 00:17:36.374
All right.

00:17:36.394 --> 00:17:38.974
Let me ask a question because I,

00:17:40.054 --> 00:17:41.513
If someone was listening and

00:17:41.554 --> 00:17:42.515
wanted to start a business,

00:17:42.634 --> 00:17:43.515
they wanted to start a clinic,

00:17:44.615 --> 00:17:46.276
and we haven't used any

00:17:46.336 --> 00:17:47.195
real numbers here.

00:17:47.355 --> 00:17:48.957
We haven't used one dollar amount.

00:17:48.997 --> 00:17:50.277
We're just using theory, right?

00:17:50.817 --> 00:17:52.317
So how do you turn theory

00:17:52.478 --> 00:17:53.577
into an actual number?

00:17:54.157 --> 00:17:55.778
And we didn't plan on talking about this,

00:17:56.219 --> 00:17:57.378
but I learned about this a

00:17:57.419 --> 00:17:58.099
number of years ago,

00:17:58.140 --> 00:17:59.180
and it fascinated me.

00:17:59.200 --> 00:18:00.019
Because I always wondered,

00:18:00.140 --> 00:18:01.601
how did someone pick a

00:18:01.641 --> 00:18:02.381
hundred and twenty dollars

00:18:02.401 --> 00:18:03.820
for a pair of Nikes, right?

00:18:03.901 --> 00:18:04.622
Where did that come from?

00:18:05.001 --> 00:18:06.061
Have either of you guys ever

00:18:06.102 --> 00:18:07.603
heard of the Van Westendorp

00:18:07.823 --> 00:18:08.563
pricing model?

00:18:10.559 --> 00:18:12.224
I've heard of it, but I don't know it.

00:18:12.265 --> 00:18:12.787
All right.

00:18:12.906 --> 00:18:15.375
It's just four questions

00:18:15.776 --> 00:18:18.242
that you would ask potential consumers

00:18:19.517 --> 00:18:21.137
And the questions will help

00:18:21.817 --> 00:18:25.358
create a box around too expensive,

00:18:26.098 --> 00:18:28.359
on the expensive end, way too cheap,

00:18:29.259 --> 00:18:30.961
way too inexpensive, I think it's cheap,

00:18:31.441 --> 00:18:33.842
or yeah, on the bottom end of a bargain.

00:18:33.922 --> 00:18:34.761
And then you realize that

00:18:34.801 --> 00:18:35.642
your price should actually

00:18:35.662 --> 00:18:37.722
be between the two inner lines.

00:18:38.123 --> 00:18:39.022
It's just four questions.

00:18:39.242 --> 00:18:41.163
Because we know if I say, hey, Dave,

00:18:41.923 --> 00:18:44.484
I'm selling this thing that

00:18:44.605 --> 00:18:45.904
you'd like in your community.

00:18:46.025 --> 00:18:47.026
How much do you think I should charge?

00:18:47.046 --> 00:18:47.986
You're going to be like...

00:18:48.306 --> 00:18:49.105
of I'm gonna give you a low

00:18:49.145 --> 00:18:50.287
number because I'm not I'm

00:18:50.307 --> 00:18:51.386
not gonna charge for it or

00:18:51.406 --> 00:18:52.166
if I'm your buddy I'm gonna

00:18:52.186 --> 00:18:53.467
like ten thousand dollars

00:18:53.487 --> 00:18:54.347
but then no one's gonna buy

00:18:54.367 --> 00:18:55.928
it buy it right so asking

00:18:55.968 --> 00:18:56.847
these people questions

00:18:57.688 --> 00:18:58.628
these four questions the

00:18:58.648 --> 00:18:59.808
van westendorp pricing

00:18:59.848 --> 00:19:01.469
model is what I like to

00:19:01.509 --> 00:19:03.269
call ricochet questions

00:19:03.490 --> 00:19:04.130
they're not a direct

00:19:04.170 --> 00:19:04.869
question I'm going to

00:19:04.910 --> 00:19:05.769
bounce this question off

00:19:05.789 --> 00:19:07.570
the wall and get you thinking

00:19:08.230 --> 00:19:09.911
of putting this thing in context.

00:19:10.290 --> 00:19:11.211
And it makes you think less

00:19:11.251 --> 00:19:12.392
about the number while

00:19:12.412 --> 00:19:13.311
still giving me a number.

00:19:13.592 --> 00:19:15.132
So here are the four questions.

00:19:15.152 --> 00:19:16.373
I'll flash them on the screen,

00:19:16.712 --> 00:19:17.252
and then you can see,

00:19:17.272 --> 00:19:19.252
we'll go over the purposes of all four.

00:19:19.633 --> 00:19:20.453
The question is,

00:19:20.834 --> 00:19:21.913
at what price would you

00:19:21.953 --> 00:19:23.913
consider this product to be

00:19:24.253 --> 00:19:26.394
too expensive to consider?

00:19:26.894 --> 00:19:27.914
That is the ceiling.

00:19:28.275 --> 00:19:29.414
That is too expensive.

00:19:29.474 --> 00:19:30.536
Don't go near that, right?

00:19:31.096 --> 00:19:32.615
I'm never thinking about this.

00:19:33.195 --> 00:19:34.296
At what price would you

00:19:34.336 --> 00:19:36.997
consider this product to be too cheap

00:19:37.796 --> 00:19:39.877
where you start to question its quality.

00:19:40.438 --> 00:19:42.799
So that's above the roof and

00:19:42.859 --> 00:19:44.701
below the foundation, right?

00:19:45.061 --> 00:19:46.423
Those are your outer edges,

00:19:46.663 --> 00:19:48.005
the edges of the bell curve,

00:19:48.045 --> 00:19:49.346
if you wanna look at it left and right.

00:19:49.425 --> 00:19:50.567
And then the inner questions,

00:19:50.846 --> 00:19:51.788
at what price would you

00:19:51.827 --> 00:19:52.729
consider the product to be

00:19:52.868 --> 00:19:54.089
getting expensive,

00:19:54.891 --> 00:19:55.912
but still worth buying?

00:19:57.076 --> 00:19:59.057
There's your sort of upper margin,

00:19:59.416 --> 00:20:00.157
and then your lower.

00:20:00.238 --> 00:20:01.117
At what price would you

00:20:01.157 --> 00:20:03.179
consider this product to be a bargain,

00:20:03.539 --> 00:20:05.941
a great buy for the money?

00:20:06.621 --> 00:20:08.241
So those four questions

00:20:08.261 --> 00:20:09.982
start to give you some ideas.

00:20:10.123 --> 00:20:10.584
And of course,

00:20:10.604 --> 00:20:11.723
as we know with large numbers,

00:20:11.983 --> 00:20:13.925
when you ask those four questions,

00:20:13.945 --> 00:20:14.905
because that's scalable,

00:20:15.006 --> 00:20:16.646
you can ask four questions to people.

00:20:17.287 --> 00:20:18.428
When you start to ask those

00:20:18.468 --> 00:20:19.568
questions at scale,

00:20:19.888 --> 00:20:21.109
you can start and plot

00:20:21.130 --> 00:20:23.490
those results and see what

00:20:23.530 --> 00:20:25.031
your product is actually worth.

00:20:25.571 --> 00:20:27.594
What people might consider, because again,

00:20:27.614 --> 00:20:28.414
people will tell you what

00:20:28.434 --> 00:20:29.016
they're going to pay for

00:20:29.056 --> 00:20:29.836
something and then you go

00:20:29.895 --> 00:20:31.637
on sale and you might not sell anything.

00:20:31.678 --> 00:20:32.638
That's a risk in business.

00:20:33.039 --> 00:20:34.201
But when you can plot that now,

00:20:34.461 --> 00:20:36.502
I would say a very clear,

00:20:36.603 --> 00:20:38.545
concise explanation of your

00:20:38.585 --> 00:20:39.445
product or service would

00:20:39.465 --> 00:20:41.188
need to precede those four

00:20:41.228 --> 00:20:42.808
Van Westendorp pricing questions.

00:20:42.969 --> 00:20:44.411
You have to understand what

00:20:44.431 --> 00:20:45.932
they're buying because pay lessy, right?

00:20:46.953 --> 00:20:48.214
And so that's the crux of it,

00:20:48.234 --> 00:20:49.395
which is if someone's never

00:20:49.415 --> 00:20:50.576
had physical therapy before,

00:20:50.616 --> 00:20:52.877
they don't understand what's great,

00:20:52.938 --> 00:20:54.019
what's, you know,

00:20:54.739 --> 00:20:56.099
is it okay that a home

00:20:56.119 --> 00:20:57.721
therapist comes from VNS

00:20:57.760 --> 00:20:59.301
and comes into my parents'

00:20:59.321 --> 00:21:01.384
home for twelve minutes, says, yeah,

00:21:01.423 --> 00:21:02.463
walk with a cane, you're fine,

00:21:02.785 --> 00:21:03.565
and then they leave,

00:21:03.704 --> 00:21:04.506
and that is their

00:21:04.546 --> 00:21:05.727
perception of physical therapy.

00:21:06.307 --> 00:21:06.386
Or...

00:21:08.087 --> 00:21:09.828
Not to, you know, not like Luna.

00:21:09.888 --> 00:21:10.650
We've had patients.

00:21:11.190 --> 00:21:11.570
No offense.

00:21:11.611 --> 00:21:12.070
Luna is great.

00:21:12.090 --> 00:21:12.570
They're huge.

00:21:12.931 --> 00:21:14.112
But we've had some patients

00:21:14.152 --> 00:21:15.772
call us and say, hey, you know,

00:21:15.813 --> 00:21:16.394
we're calling around.

00:21:16.413 --> 00:21:17.654
We want home physical therapy.

00:21:18.115 --> 00:21:19.556
You know, oh, did you try anything else?

00:21:19.596 --> 00:21:20.395
How have you, you know,

00:21:20.517 --> 00:21:21.257
have you tried physical

00:21:21.277 --> 00:21:21.896
therapy in the past?

00:21:22.397 --> 00:21:23.137
Yeah, we had, you know,

00:21:23.278 --> 00:21:24.459
I had a Luna therapist come

00:21:24.499 --> 00:21:25.720
and like they didn't put

00:21:25.740 --> 00:21:26.441
their hands on me.

00:21:26.540 --> 00:21:26.780
And like,

00:21:26.820 --> 00:21:28.241
let's say they have like some

00:21:28.501 --> 00:21:29.142
condition where they

00:21:29.182 --> 00:21:30.722
expected manual therapy or

00:21:30.923 --> 00:21:32.163
maybe clinically needed or

00:21:32.223 --> 00:21:33.904
just they just prefer it or whatever,

00:21:33.945 --> 00:21:35.026
like a stiff knee or I don't know,

00:21:35.046 --> 00:21:35.306
whatever.

00:21:35.586 --> 00:21:36.547
Something you might not be

00:21:36.567 --> 00:21:37.667
able to out exercise.

00:21:38.448 --> 00:21:39.048
And I know, you know,

00:21:39.068 --> 00:21:40.568
Tony can have some pushback against this,

00:21:40.608 --> 00:21:43.450
but someone calls us, but Luna,

00:21:43.509 --> 00:21:44.790
they didn't do any hands-on

00:21:44.810 --> 00:21:45.451
manual therapy.

00:21:45.770 --> 00:21:47.872
And Luna, I think charges like one,

00:21:48.231 --> 00:21:50.252
twenty out of pocket for cash.

00:21:50.973 --> 00:21:52.114
And if we're charging two, fifty,

00:21:52.153 --> 00:21:53.835
three hundred out of pocket cash, like,

00:21:55.028 --> 00:21:56.449
They may or may not understand that.

00:21:56.469 --> 00:21:56.868
So again,

00:21:56.888 --> 00:21:58.410
that goes back to the phone call.

00:21:58.470 --> 00:22:01.309
So what are your thoughts on that, Tony?

00:22:01.349 --> 00:22:03.351
What are your thoughts on like, I mean,

00:22:03.391 --> 00:22:04.030
the service,

00:22:04.131 --> 00:22:05.570
it's easier to sell like the pen,

00:22:06.411 --> 00:22:07.652
this camera, this laptop,

00:22:07.971 --> 00:22:09.132
a physical thing with those

00:22:09.152 --> 00:22:10.172
four questions versus a

00:22:10.251 --> 00:22:11.192
service-based business

00:22:11.231 --> 00:22:12.551
where there's so much

00:22:12.593 --> 00:22:13.673
variability and might

00:22:13.853 --> 00:22:15.292
require the consumer to

00:22:15.393 --> 00:22:16.972
actually understand the

00:22:17.032 --> 00:22:18.854
service before just like

00:22:18.894 --> 00:22:19.794
just picking a price.

00:22:20.522 --> 00:22:21.503
Jimmy, what were you going to say?

00:22:21.944 --> 00:22:22.685
What I was going to say is

00:22:22.826 --> 00:22:24.268
you brought up sell the pen.

00:22:25.249 --> 00:22:26.351
And I would say the pen is

00:22:26.391 --> 00:22:27.311
physical therapy.

00:22:27.952 --> 00:22:28.554
It's the how.

00:22:28.894 --> 00:22:29.595
Don't sell the pen.

00:22:29.855 --> 00:22:31.076
How much would you pay to

00:22:31.116 --> 00:22:32.318
not have to leave your home

00:22:32.358 --> 00:22:33.740
but still go back to

00:22:33.800 --> 00:22:35.844
running after your ACL surgery?

00:22:35.983 --> 00:22:36.986
But the solution...

00:22:37.346 --> 00:22:39.606
The solutions for a pen are like,

00:22:39.747 --> 00:22:40.968
it either has ink or it doesn't.

00:22:41.028 --> 00:22:41.969
It writes or it doesn't.

00:22:42.348 --> 00:22:43.970
And like with a service-based business,

00:22:44.390 --> 00:22:45.510
the difference between my

00:22:45.550 --> 00:22:46.510
therapist that we send

00:22:46.791 --> 00:22:48.613
versus another could be very different,

00:22:48.633 --> 00:22:50.133
but they both think that that's the pen.

00:22:50.554 --> 00:22:52.035
So write me one sentence

00:22:52.055 --> 00:22:54.976
that clearly defines your business,

00:22:55.036 --> 00:22:55.457
which is...

00:22:56.817 --> 00:22:58.239
How much is too expensive to

00:22:58.259 --> 00:22:59.440
have a physical therapist

00:22:59.539 --> 00:23:01.382
come to your house?

00:23:01.521 --> 00:23:02.363
Or you could probably even

00:23:02.383 --> 00:23:03.644
write this without using physical.

00:23:04.105 --> 00:23:05.786
That does this, does this, does this,

00:23:05.806 --> 00:23:06.346
does this.

00:23:07.667 --> 00:23:09.068
I need a good pen to write that.

00:23:09.470 --> 00:23:10.550
Stop saying, right.

00:23:10.810 --> 00:23:12.472
Stop saying that does this,

00:23:12.653 --> 00:23:13.433
that does this.

00:23:13.513 --> 00:23:14.394
That's how.

00:23:14.434 --> 00:23:15.435
That can help you with,

00:23:15.455 --> 00:23:16.375
that can help you with.

00:23:17.017 --> 00:23:18.837
How much would you pay so

00:23:18.857 --> 00:23:19.837
you'd never have to leave

00:23:19.857 --> 00:23:20.878
your house but would get

00:23:20.919 --> 00:23:22.058
back to running in twelve

00:23:22.098 --> 00:23:24.701
weeks versus describe what

00:23:24.721 --> 00:23:25.881
they're going to get out of

00:23:25.961 --> 00:23:27.321
it versus how you're going

00:23:27.342 --> 00:23:28.142
to get them there.

00:23:29.143 --> 00:23:30.343
This was very clear to me

00:23:30.462 --> 00:23:32.403
when I was forced to

00:23:32.463 --> 00:23:35.405
advertise beer and cars.

00:23:35.465 --> 00:23:36.105
Those are the big

00:23:36.165 --> 00:23:39.307
advertisers in radio is beer and cars.

00:23:39.548 --> 00:23:41.067
I was in rock radio.

00:23:41.107 --> 00:23:43.128
Trucks and brews, man.

00:23:43.169 --> 00:23:44.349
They kept talking about

00:23:45.559 --> 00:23:46.519
Cold beer.

00:23:47.040 --> 00:23:48.000
And I remember that was one

00:23:48.040 --> 00:23:49.221
of the things that fascinated me.

00:23:49.261 --> 00:23:49.561
I was like,

00:23:50.382 --> 00:23:51.742
I'm responsible for making it

00:23:51.782 --> 00:23:53.083
cold when it gets to my house.

00:23:53.123 --> 00:23:53.763
Why do you keep cold?

00:23:54.084 --> 00:23:54.243
Well,

00:23:54.284 --> 00:23:56.505
it's ice cold Budweiser because

00:23:56.525 --> 00:23:57.826
they're selling the story.

00:23:57.865 --> 00:23:59.486
When I say ice cold Budweiser,

00:23:59.605 --> 00:24:01.426
if you've ever had a cold beer,

00:24:01.787 --> 00:24:02.968
you're already tasting it.

00:24:04.175 --> 00:24:05.276
The cold beer is responsible

00:24:05.296 --> 00:24:06.517
on the gas station for

00:24:06.537 --> 00:24:07.416
keeping their coolers at a

00:24:07.457 --> 00:24:08.438
certain temperature or me

00:24:08.458 --> 00:24:09.498
for keeping my fridge running.

00:24:09.877 --> 00:24:11.179
They're selling cold beer.

00:24:11.719 --> 00:24:12.719
And if you notice,

00:24:13.058 --> 00:24:14.319
this is the United States anyway,

00:24:14.700 --> 00:24:15.799
you can't have someone

00:24:15.839 --> 00:24:17.181
drink a beer in an advertisement.

00:24:17.201 --> 00:24:17.740
Did you know that?

00:24:19.332 --> 00:24:20.692
You've never seen someone on

00:24:20.732 --> 00:24:22.275
television drink a beer in

00:24:22.295 --> 00:24:23.816
a Budweiser commercial.

00:24:23.875 --> 00:24:25.217
Hold on a second.

00:24:25.477 --> 00:24:26.738
They're handcuffed with that

00:24:26.798 --> 00:24:28.240
and still sell beer because

00:24:28.279 --> 00:24:29.381
they sell the story.

00:24:29.421 --> 00:24:30.541
They sell the outcome.

00:24:30.781 --> 00:24:32.502
The outcome is, I don't know, man.

00:24:32.563 --> 00:24:33.904
If I buy a twelve pack of that,

00:24:34.144 --> 00:24:35.185
apparently I start playing

00:24:35.226 --> 00:24:36.527
beach volleyball with friends.

00:24:37.007 --> 00:24:38.489
A beach volleyball match breaks out.

00:24:38.528 --> 00:24:39.469
Look at all these girls.

00:24:39.769 --> 00:24:41.030
They sell the outcome.

00:24:41.859 --> 00:24:42.200
So let's say,

00:24:42.240 --> 00:24:43.461
so Christine says she

00:24:43.520 --> 00:24:44.340
recently started a

00:24:44.500 --> 00:24:46.001
concierge mobile therapy practice.

00:24:46.301 --> 00:24:47.163
It's just me.

00:24:47.482 --> 00:24:48.663
So I can only take a certain

00:24:48.702 --> 00:24:49.703
number of clients anyway.

00:24:50.644 --> 00:24:52.384
You're only, you're, you're available.

00:24:52.444 --> 00:24:53.125
You're exclusive.

00:24:53.525 --> 00:24:54.346
So I can only to market to

00:24:54.365 --> 00:24:55.086
people willing to pay a

00:24:55.105 --> 00:24:55.846
little bit higher.

00:24:55.946 --> 00:24:56.227
Got it.

00:24:56.287 --> 00:24:57.126
I don't need everybody to be

00:24:57.166 --> 00:24:58.107
comfortable pricing because

00:24:58.167 --> 00:24:59.508
I can't see everyone.

00:24:59.847 --> 00:25:00.229
Christie.

00:25:00.249 --> 00:25:00.348
Amen.

00:25:00.409 --> 00:25:01.368
Amen.

00:25:01.489 --> 00:25:03.490
Understands the assignment.

00:25:04.971 --> 00:25:07.271
She only think about this as in dating,

00:25:07.291 --> 00:25:07.392
right?

00:25:08.606 --> 00:25:10.146
You're only supposed to date one person,

00:25:10.166 --> 00:25:10.468
right?

00:25:10.488 --> 00:25:11.228
There's a lot of people that

00:25:11.268 --> 00:25:12.048
date more than one person.

00:25:12.347 --> 00:25:13.107
You're only supposed to date

00:25:13.188 --> 00:25:14.209
one person at a time.

00:25:14.588 --> 00:25:15.989
So that is very exclusive.

00:25:16.588 --> 00:25:18.049
So she's understanding like

00:25:18.990 --> 00:25:20.390
to be able to exist,

00:25:20.430 --> 00:25:21.530
she has to charge more.

00:25:22.631 --> 00:25:25.151
And then five years from now, for me,

00:25:25.211 --> 00:25:26.291
a win with Christy would be

00:25:26.791 --> 00:25:28.132
I'm charging so much that

00:25:28.172 --> 00:25:29.133
I've got actually like

00:25:29.212 --> 00:25:30.133
eight to twelve slots a

00:25:30.173 --> 00:25:32.452
week that I can give away for nothing or,

00:25:32.933 --> 00:25:34.273
you know, give away pro bono.

00:25:35.648 --> 00:25:37.634
So I did the same thing.

00:25:37.654 --> 00:25:38.356
Sorry, go ahead, Tony.

00:25:39.161 --> 00:25:42.321
To Dave's point, if you have a consumer,

00:25:42.362 --> 00:25:43.442
which we get them,

00:25:43.501 --> 00:25:45.682
who has no idea what therapy is,

00:25:45.761 --> 00:25:47.242
what to expect, what's going on,

00:25:47.823 --> 00:25:48.803
that's a very different

00:25:48.843 --> 00:25:50.123
situation than if you have

00:25:50.143 --> 00:25:51.182
a consumer that's been to

00:25:51.222 --> 00:25:52.644
another therapy provider,

00:25:53.324 --> 00:25:55.344
they've experienced something,

00:25:55.403 --> 00:25:56.664
they like it or they don't,

00:25:56.785 --> 00:25:57.964
and now they're looking for

00:25:58.025 --> 00:26:00.224
something else.

00:26:00.305 --> 00:26:02.086
It's just like talking about

00:26:02.125 --> 00:26:03.306
the pen once again.

00:26:03.806 --> 00:26:04.645
I always think about when

00:26:04.665 --> 00:26:08.487
you see a president signing a new law and

00:26:08.946 --> 00:26:10.387
They use a different pen for

00:26:10.428 --> 00:26:12.249
like every letter of the signature.

00:26:12.269 --> 00:26:13.289
And I'm assuming because

00:26:13.329 --> 00:26:14.349
each one of those pens is

00:26:14.390 --> 00:26:16.090
going to go as a bribe to

00:26:16.171 --> 00:26:17.211
one of the Congress people

00:26:17.271 --> 00:26:18.653
or senators behind them.

00:26:19.252 --> 00:26:20.134
That pen,

00:26:20.314 --> 00:26:21.914
it's not about how well it writes,

00:26:21.954 --> 00:26:23.756
how heavy it feels, how smooth it is.

00:26:23.796 --> 00:26:25.156
It's about this was held by

00:26:25.196 --> 00:26:26.636
the president during, you know,

00:26:26.696 --> 00:26:27.897
this law signature.

00:26:29.179 --> 00:26:30.239
We have to understand the

00:26:30.278 --> 00:26:32.500
context now to Christie's point.

00:26:33.459 --> 00:26:35.401
If she's in the position she

00:26:36.241 --> 00:26:37.462
just described,

00:26:38.183 --> 00:26:39.144
I don't know that she would

00:26:39.184 --> 00:26:40.686
necessarily have the data

00:26:40.767 --> 00:26:43.690
yet to know what is the right price.

00:26:44.290 --> 00:26:45.872
And so this is where you

00:26:45.912 --> 00:26:46.893
need to experiment,

00:26:46.932 --> 00:26:48.134
but you also need to have

00:26:48.174 --> 00:26:51.719
enough kind of at-bats to figure it out.

00:26:52.219 --> 00:26:52.919
For me,

00:26:53.398 --> 00:26:54.559
I'm gonna get referrals to my

00:26:54.599 --> 00:26:55.940
clinic no matter what.

00:26:56.039 --> 00:26:57.980
Like we get so many referrals,

00:26:58.019 --> 00:26:59.340
I can turn referrals away,

00:26:59.361 --> 00:27:00.161
I have no problem.

00:27:00.760 --> 00:27:02.340
I can experiment with pricing.

00:27:02.381 --> 00:27:03.622
And back in the day,

00:27:03.741 --> 00:27:04.721
I even remember when we

00:27:04.741 --> 00:27:05.942
were talking about co-pays

00:27:06.362 --> 00:27:07.702
and patients didn't want to

00:27:07.803 --> 00:27:10.083
or couldn't afford a co-pay, I was like,

00:27:10.103 --> 00:27:11.804
well, what is the price point?

00:27:11.844 --> 00:27:12.963
What is the bottom?

00:27:13.564 --> 00:27:16.626
That still makes them feel invested.

00:27:17.126 --> 00:27:18.848
But if I charged any less,

00:27:19.028 --> 00:27:21.010
it wouldn't make them buy more.

00:27:21.550 --> 00:27:22.491
And back at that time,

00:27:22.531 --> 00:27:23.873
it was around fifteen dollars.

00:27:24.232 --> 00:27:26.075
What I had found was when

00:27:26.115 --> 00:27:26.976
we're talking about a

00:27:27.016 --> 00:27:29.778
person who's struggling to afford therapy,

00:27:30.259 --> 00:27:31.859
could I build a solution

00:27:31.880 --> 00:27:32.980
that gave them the outcome

00:27:33.000 --> 00:27:34.321
that they wanted, that they needed?

00:27:35.303 --> 00:27:36.743
What was the lowest price point?

00:27:37.503 --> 00:27:38.124
Twenty bucks.

00:27:38.544 --> 00:27:40.044
Enough people would say no

00:27:40.084 --> 00:27:41.305
at the twenty dollar price

00:27:41.345 --> 00:27:43.424
point to my prescribed plan of care.

00:27:44.026 --> 00:27:45.066
Fifteen dollars.

00:27:45.625 --> 00:27:46.946
Almost everybody who walked

00:27:46.987 --> 00:27:48.307
in the door could say yes

00:27:48.346 --> 00:27:49.326
to fifteen dollars.

00:27:49.686 --> 00:27:51.208
Going to ten dollars got me

00:27:51.347 --> 00:27:53.048
no additional patients.

00:27:53.428 --> 00:27:54.189
So I was like, well,

00:27:54.209 --> 00:27:55.469
it doesn't help me to go to ten.

00:27:55.568 --> 00:27:57.029
I'm going to find fifteen.

00:27:57.069 --> 00:27:58.650
Fifteen was the sweet spot

00:27:58.670 --> 00:28:00.029
for that demographic.

00:28:00.431 --> 00:28:01.411
Now, at the high end.

00:28:02.131 --> 00:28:03.432
I always say like somebody

00:28:03.451 --> 00:28:04.492
is charging a hundred.

00:28:04.913 --> 00:28:05.133
Okay.

00:28:05.153 --> 00:28:06.294
Is the person who's willing

00:28:06.334 --> 00:28:07.094
to pay a hundred,

00:28:07.213 --> 00:28:08.934
not willing to pay a hundred and fifty?

00:28:09.496 --> 00:28:10.936
How many are you really

00:28:10.977 --> 00:28:13.137
going to lose if you go

00:28:13.157 --> 00:28:14.538
from a hundred to a hundred and fifty?

00:28:14.558 --> 00:28:16.940
If you lose ten percent, it's not enough.

00:28:17.060 --> 00:28:18.280
You need to go to a hundred

00:28:18.320 --> 00:28:19.221
and fifty because you'll

00:28:19.241 --> 00:28:21.202
make more with the extra fifty bucks.

00:28:21.763 --> 00:28:22.723
And then the same question.

00:28:22.763 --> 00:28:23.003
All right.

00:28:23.404 --> 00:28:25.125
Is the person willing to pay one fifty,

00:28:25.185 --> 00:28:26.626
not willing to pay two hundred?

00:28:27.426 --> 00:28:28.186
I got to test it.

00:28:28.207 --> 00:28:29.367
And we go to two hundred and

00:28:29.407 --> 00:28:30.848
you just keep climbing that

00:28:30.888 --> 00:28:32.189
ladder to the point where

00:28:32.670 --> 00:28:34.391
the incremental increase in

00:28:34.451 --> 00:28:37.231
price outweighs the

00:28:37.412 --> 00:28:39.313
decrease in acceptance.

00:28:39.772 --> 00:28:41.894
And now you have your upper threshold,

00:28:41.913 --> 00:28:43.214
you have your lower threshold.

00:28:43.315 --> 00:28:44.935
Now you begin to experiment.

00:28:45.096 --> 00:28:45.175
Yep.

00:28:47.323 --> 00:28:50.523
Back in twenty sixteen, I had, you know,

00:28:50.544 --> 00:28:52.765
like a friend of a friend with, you know,

00:28:52.825 --> 00:28:55.164
asking for out of pocket in home therapy.

00:28:55.265 --> 00:28:56.425
And I had no idea.

00:28:56.826 --> 00:28:57.566
Again, twenty sixteen.

00:28:57.586 --> 00:28:59.326
This was several years ago.

00:28:59.826 --> 00:29:01.067
No idea how to price it.

00:29:01.086 --> 00:29:03.548
And I was like, like a hundred bucks.

00:29:03.847 --> 00:29:04.048
Right.

00:29:04.067 --> 00:29:05.107
So started to do that.

00:29:05.428 --> 00:29:06.807
He referred me to his friend.

00:29:07.429 --> 00:29:07.949
I go there.

00:29:08.088 --> 00:29:10.189
That friend is, you know, well off,

00:29:10.229 --> 00:29:10.509
whatever.

00:29:10.528 --> 00:29:11.910
And he was just like he's like, hey,

00:29:11.930 --> 00:29:12.769
can I just like write you a

00:29:12.829 --> 00:29:13.630
check for like a thousand

00:29:13.650 --> 00:29:15.471
bucks for like the next ten sessions?

00:29:15.490 --> 00:29:15.891
And I was like.

00:29:16.651 --> 00:29:17.412
Um, sure.

00:29:17.872 --> 00:29:18.051
Right.

00:29:18.112 --> 00:29:18.571
So like that,

00:29:18.632 --> 00:29:20.213
he literally helped me sell

00:29:20.233 --> 00:29:22.095
my first package, quote unquote package.

00:29:22.835 --> 00:29:23.756
Um, you know, and,

00:29:23.776 --> 00:29:24.896
but then fast forward to

00:29:24.977 --> 00:29:26.317
earlier this year, um,

00:29:27.238 --> 00:29:28.858
with the newborn that we have here, like,

00:29:29.038 --> 00:29:30.579
I didn't want to go out and

00:29:30.619 --> 00:29:33.041
see any patients unless like, I was like,

00:29:33.082 --> 00:29:34.282
what's a number where like,

00:29:34.343 --> 00:29:35.923
it would still make sense for me,

00:29:36.243 --> 00:29:37.285
but it'll filter out a

00:29:37.305 --> 00:29:38.526
bunch of like tire kickers.

00:29:38.566 --> 00:29:39.646
So that's why I started with

00:29:39.686 --> 00:29:40.606
three fifty a visit.

00:29:41.208 --> 00:29:42.909
And I was like, surprised,

00:29:42.949 --> 00:29:43.788
like a good amount of people.

00:29:43.848 --> 00:29:44.730
And then I was like, then,

00:29:44.829 --> 00:29:45.891
then we kept going like for,

00:29:46.510 --> 00:29:48.192
either me or I would say for me,

00:29:48.231 --> 00:29:49.633
it's three fifty or four hundred.

00:29:49.833 --> 00:29:52.335
Or if it's for my staff therapist, Christy,

00:29:53.255 --> 00:29:53.955
I would say, you know,

00:29:54.056 --> 00:29:55.436
it's it's two fifty a visit

00:29:55.457 --> 00:29:56.596
for so and so.

00:29:56.636 --> 00:29:56.737
Right.

00:29:56.757 --> 00:29:58.198
So it's kind of like like

00:29:58.258 --> 00:30:00.900
almost like a law firm, like the law firm,

00:30:01.180 --> 00:30:02.240
senior partner charges more

00:30:02.300 --> 00:30:03.602
junior partner or associate

00:30:03.622 --> 00:30:05.063
charges a lower billable rate,

00:30:05.923 --> 00:30:06.884
which I'm sure there's some

00:30:06.923 --> 00:30:07.824
Medicare folks that are

00:30:07.903 --> 00:30:08.785
going to get mad at me with

00:30:08.845 --> 00:30:10.086
compliance and whatever.

00:30:10.125 --> 00:30:10.945
And I have to have like a

00:30:11.365 --> 00:30:12.886
universal fee schedule or whatever.

00:30:13.988 --> 00:30:14.749
But Christy.

00:30:16.369 --> 00:30:17.530
Once you do hire your

00:30:18.070 --> 00:30:19.353
therapist in the future for

00:30:19.373 --> 00:30:20.433
this practice you're talking about,

00:30:20.453 --> 00:30:21.575
where you're eventually

00:30:21.654 --> 00:30:23.135
transitioning to a clinic,

00:30:23.175 --> 00:30:25.157
as she said here in the live comment,

00:30:26.278 --> 00:30:27.339
you could potentially

00:30:28.480 --> 00:30:29.842
continue to pitch whatever

00:30:29.862 --> 00:30:32.104
your rate is for your therapist as well.

00:30:32.243 --> 00:30:33.506
Or you could have it lower

00:30:33.605 --> 00:30:34.846
to catch more of what

00:30:34.866 --> 00:30:35.547
Tony's talking about,

00:30:35.567 --> 00:30:37.108
a little bit more of the volume,

00:30:37.169 --> 00:30:37.849
get them busy.

00:30:39.069 --> 00:30:39.910
And you pay them and you

00:30:39.950 --> 00:30:41.131
figure out the math between

00:30:41.250 --> 00:30:42.851
like what the labor costs

00:30:42.931 --> 00:30:44.332
and like some margin for

00:30:44.491 --> 00:30:45.432
them and the risk and the

00:30:45.471 --> 00:30:46.211
liability and all that.

00:30:46.932 --> 00:30:48.153
So you have some choices there.

00:30:48.232 --> 00:30:50.353
And like the, at least from what I've seen,

00:30:50.413 --> 00:30:52.394
like the higher we go in price,

00:30:52.413 --> 00:30:55.275
like the more, I don't know, it just,

00:30:55.515 --> 00:30:56.595
it's almost become easier.

00:30:56.654 --> 00:30:57.496
I hate to,

00:30:57.536 --> 00:30:58.415
I'm probably making it sound

00:30:58.596 --> 00:31:00.675
very simplified, but I'm in New York city,

00:31:00.715 --> 00:31:02.237
but like it's easier.

00:31:02.257 --> 00:31:02.356
Yeah.

00:31:02.676 --> 00:31:04.218
it's simple not easy right

00:31:04.498 --> 00:31:06.019
and it's probably not easy

00:31:06.058 --> 00:31:07.339
to definitely like anything

00:31:07.380 --> 00:31:08.401
the first time you do these

00:31:08.421 --> 00:31:10.602
things it's not easy I've

00:31:10.622 --> 00:31:11.742
had people talk to me about

00:31:11.803 --> 00:31:13.163
like I do consulting on

00:31:13.242 --> 00:31:14.183
podcasts and stuff like

00:31:14.203 --> 00:31:15.605
that for or apta

00:31:15.644 --> 00:31:16.705
organizations and whatnot

00:31:17.465 --> 00:31:18.586
and people have said like

00:31:18.727 --> 00:31:19.446
well why don't why don't

00:31:19.467 --> 00:31:20.228
you just take the

00:31:20.907 --> 00:31:22.489
take the job that's going to charge,

00:31:22.509 --> 00:31:22.729
you know,

00:31:22.769 --> 00:31:24.589
a hundred bucks to do a project.

00:31:24.630 --> 00:31:26.510
And I'm like, cause I don't want to, I'm,

00:31:26.730 --> 00:31:28.632
I'm saying no to things I like to do.

00:31:29.031 --> 00:31:30.472
Like Dave playing with his baby.

00:31:30.532 --> 00:31:30.792
He's like,

00:31:31.073 --> 00:31:31.833
I'm not going to get off the

00:31:31.853 --> 00:31:32.993
couch for less than this.

00:31:33.493 --> 00:31:35.095
So you decide what your time,

00:31:35.474 --> 00:31:36.096
you are deciding,

00:31:36.276 --> 00:31:37.336
deciding what your effort

00:31:37.415 --> 00:31:40.478
and your time is ultimately worth.

00:31:40.557 --> 00:31:40.678
Right.

00:31:40.698 --> 00:31:41.018
Dave,

00:31:41.038 --> 00:31:42.919
you were talking about bark and

00:31:42.959 --> 00:31:44.098
thumbtack last week.

00:31:44.118 --> 00:31:45.900
We didn't get a chance to dive into it.

00:31:46.079 --> 00:31:46.980
Let's talk about it now.

00:31:48.180 --> 00:31:48.681
Absolutely.

00:31:48.760 --> 00:31:49.080
All right.

00:31:49.161 --> 00:31:51.423
So this is how especially a

00:31:51.463 --> 00:31:54.027
mobile concierge therapist

00:31:54.826 --> 00:31:56.269
can get their next ten patients.

00:31:56.348 --> 00:31:57.349
I have a couple ideas,

00:31:57.369 --> 00:31:59.432
a couple things I wanted to

00:31:59.532 --> 00:32:01.114
kind of show you guys, pitch you guys.

00:32:01.134 --> 00:32:02.135
You guys can tear it apart.

00:32:02.155 --> 00:32:03.917
You can interject.

00:32:04.018 --> 00:32:04.798
Let me know what you think.

00:32:05.538 --> 00:32:07.941
Um, but years ago, probably, I don't know,

00:32:07.961 --> 00:32:09.741
twenty nineteen, twenty twenty.

00:32:10.202 --> 00:32:12.003
I was using Thumbtack dot

00:32:12.023 --> 00:32:13.605
com and Bark dot com and I

00:32:13.644 --> 00:32:14.405
was the professional.

00:32:14.445 --> 00:32:16.508
So I created like a profile.

00:32:17.288 --> 00:32:17.448
Um,

00:32:17.888 --> 00:32:19.470
you guys can go check out Thumbtack dot

00:32:19.490 --> 00:32:20.750
com or Bark dot com, whatever.

00:32:20.871 --> 00:32:23.252
So there's you can find a handyman,

00:32:23.512 --> 00:32:27.476
a music instructor, a HVAC person,

00:32:28.056 --> 00:32:30.317
a roofer, massage therapist,

00:32:30.498 --> 00:32:32.680
work board on the wall of

00:32:32.700 --> 00:32:34.201
your apartment complex lobby.

00:32:34.320 --> 00:32:34.641
Exactly.

00:32:35.041 --> 00:32:36.563
And that's where Thumbtack got the name.

00:32:36.682 --> 00:32:40.345
So Thumbtack and Bark, very, very similar.

00:32:40.605 --> 00:32:43.748
I had actually gotten some new patients,

00:32:43.768 --> 00:32:45.509
I think, around twenty twenty nineteen,

00:32:45.548 --> 00:32:48.111
twenty twenty new leads through Thumbtack,

00:32:48.131 --> 00:32:49.071
a little less through Bark.

00:32:49.092 --> 00:32:50.472
But anyway, I wanted to just show you

00:32:52.094 --> 00:32:53.797
A couple of the anonymous

00:32:53.916 --> 00:32:55.259
emails that Bark sends me.

00:32:55.378 --> 00:32:56.740
I don't have my credit card

00:32:56.760 --> 00:32:57.561
in the system anymore,

00:32:57.582 --> 00:32:59.023
but they still send me the

00:32:59.124 --> 00:32:59.724
emails because they

00:32:59.765 --> 00:33:00.786
probably want to reactivate me.

00:33:01.747 --> 00:33:02.969
I'll share my screen in a second.

00:33:03.048 --> 00:33:04.771
If you are listening, guys,

00:33:04.872 --> 00:33:05.972
on iTunes or wherever else,

00:33:05.992 --> 00:33:06.854
you can jump over to

00:33:07.414 --> 00:33:07.654
P.T.

00:33:07.695 --> 00:33:08.215
Pinecast,

00:33:08.296 --> 00:33:09.738
Learn Medicare Billing or Dave

00:33:09.758 --> 00:33:10.920
Kittle Show on YouTube.

00:33:10.960 --> 00:33:12.662
Any of those might show this screen share.

00:33:13.603 --> 00:33:14.203
I'm going to show you the

00:33:14.243 --> 00:33:16.106
anonymous emails that Bark

00:33:16.126 --> 00:33:16.968
has been sending me,

00:33:17.028 --> 00:33:18.529
which are prospective

00:33:18.569 --> 00:33:20.291
patients or clients in your area.

00:33:20.332 --> 00:33:20.752
In this case,

00:33:20.772 --> 00:33:21.394
it's going to be in the New

00:33:21.413 --> 00:33:21.994
York City area.

00:33:23.992 --> 00:33:24.373
Typically,

00:33:24.393 --> 00:33:26.174
they're requesting and seeking

00:33:26.755 --> 00:33:27.796
massage therapy.

00:33:27.895 --> 00:33:32.278
And there's a chat box or a

00:33:32.378 --> 00:33:33.700
chat window at the bottom

00:33:34.020 --> 00:33:35.342
where the prospective

00:33:35.422 --> 00:33:36.962
person that's seeking help

00:33:38.203 --> 00:33:39.805
that is choosing massage therapy,

00:33:39.904 --> 00:33:40.705
a little blurb,

00:33:40.746 --> 00:33:42.287
like one sentence or two sentences.

00:33:42.686 --> 00:33:44.127
And that is what I want to show you guys.

00:33:44.147 --> 00:33:45.148
That's what I want to show

00:33:46.170 --> 00:33:47.691
any PT or OT listening

00:33:47.730 --> 00:33:49.132
because they're typically

00:33:49.231 --> 00:33:50.353
seeking massage therapy.

00:33:50.813 --> 00:33:52.153
And I believe this is a way for you to...

00:33:53.205 --> 00:33:53.826
Connect with them.

00:33:54.105 --> 00:33:55.307
You can call them, message them.

00:33:55.326 --> 00:33:56.886
You get access once you pay

00:33:56.906 --> 00:33:57.727
for credits or whatever.

00:33:58.267 --> 00:33:59.107
You can speak to these

00:33:59.147 --> 00:34:00.428
prospective patients or

00:34:00.468 --> 00:34:01.428
clients in your community.

00:34:01.969 --> 00:34:03.909
Those people might get two

00:34:03.949 --> 00:34:04.949
or three options from Bark

00:34:04.989 --> 00:34:05.930
or Thumbtack or whatever.

00:34:06.069 --> 00:34:07.029
Right.

00:34:07.049 --> 00:34:08.250
But you're starting a conversation.

00:34:08.389 --> 00:34:10.351
Yes, you have to pay to play to do that.

00:34:10.431 --> 00:34:11.311
It's just the platform.

00:34:11.351 --> 00:34:12.251
It's no different than

00:34:12.311 --> 00:34:13.112
paying for Google Ads.

00:34:13.132 --> 00:34:14.532
So bring it up because I'm a visual guy.

00:34:14.572 --> 00:34:15.112
So, okay,

00:34:15.331 --> 00:34:16.612
because I haven't used either of these.

00:34:17.512 --> 00:34:19.554
I need I'm looking for I'm like, hey,

00:34:19.574 --> 00:34:21.394
community, because, you know, my zip code,

00:34:21.914 --> 00:34:23.295
I'm looking my shoulder hurts.

00:34:23.635 --> 00:34:26.215
Who do you guys like for, you know,

00:34:26.275 --> 00:34:27.396
massage locally that you

00:34:27.436 --> 00:34:28.356
trust or whatever?

00:34:28.617 --> 00:34:30.918
And then you as a paying

00:34:31.018 --> 00:34:33.559
user get the ability to DM

00:34:33.639 --> 00:34:34.599
one on one to these people

00:34:34.679 --> 00:34:35.980
if if like it looks like

00:34:36.320 --> 00:34:36.960
that's alignment.

00:34:38.420 --> 00:34:38.820
Correct.

00:34:38.840 --> 00:34:39.681
So like basically.

00:34:41.344 --> 00:34:42.686
the professional will,

00:34:43.628 --> 00:34:44.429
one of the professionals

00:34:44.449 --> 00:34:47.172
will respond to the prospective customer,

00:34:47.211 --> 00:34:47.432
right?

00:34:47.472 --> 00:34:49.494
And the customer basically gets, you know,

00:34:49.514 --> 00:34:50.215
gets to see,

00:34:50.637 --> 00:34:51.878
they can talk to four or five

00:34:51.958 --> 00:34:53.760
professionals in the local area and,

00:34:53.860 --> 00:34:54.061
you know,

00:34:54.121 --> 00:34:55.483
get pricing and bids and all

00:34:55.503 --> 00:34:55.983
that type of stuff.

00:34:56.003 --> 00:34:57.565
Professional pays, not the customer.

00:34:58.461 --> 00:34:58.782
Correct.

00:34:58.822 --> 00:34:59.762
It's totally free on the

00:34:59.782 --> 00:35:01.204
customer side and it's, you know,

00:35:01.284 --> 00:35:01.983
pay to play.

00:35:02.425 --> 00:35:03.985
You buy credits and then it's like,

00:35:04.025 --> 00:35:04.945
you know, three,

00:35:04.965 --> 00:35:06.688
four or five credits to reveal.

00:35:07.367 --> 00:35:09.108
Let's see this one here.

00:35:09.148 --> 00:35:09.849
So here's a,

00:35:10.309 --> 00:35:11.050
I'm just making sure a day

00:35:11.070 --> 00:35:11.971
before I go show something,

00:35:12.010 --> 00:35:12.931
this looks like your email.

00:35:12.952 --> 00:35:14.052
You want to, you want to show that, right?

00:35:14.952 --> 00:35:15.914
Yeah.

00:35:15.954 --> 00:35:17.394
So there's nothing I can't

00:35:17.414 --> 00:35:18.574
show publicly right now.

00:35:18.715 --> 00:35:19.335
It's totally fine.

00:35:20.896 --> 00:35:21.137
Okay.

00:35:21.197 --> 00:35:22.038
All right.

00:35:22.277 --> 00:35:23.679
So this is from bark.com.

00:35:23.719 --> 00:35:24.639
Christopher is looking for a

00:35:24.659 --> 00:35:26.320
massage therapist, Brooklyn, New York.

00:35:26.800 --> 00:35:28.442
It takes three credits to respond.

00:35:28.461 --> 00:35:29.842
So that's where you, the therapist,

00:35:29.862 --> 00:35:30.802
would be paying for that.

00:35:32.023 --> 00:35:33.324
I'm going to zoom in here.

00:35:34.344 --> 00:35:35.445
Typically it'll say,

00:35:35.606 --> 00:35:36.387
this one doesn't show it,

00:35:36.407 --> 00:35:38.027
but usually it'll say like the zip code,

00:35:38.068 --> 00:35:38.268
right?

00:35:38.547 --> 00:35:39.688
And right here you see zero

00:35:39.728 --> 00:35:41.510
out of five professionals have responded.

00:35:41.951 --> 00:35:43.572
So typically like that would be like, ah,

00:35:44.592 --> 00:35:45.193
if three, four,

00:35:45.233 --> 00:35:46.934
five professionals have responded,

00:35:46.994 --> 00:35:48.576
maybe just scroll on and you swipe,

00:35:48.755 --> 00:35:49.436
you know, you don't,

00:35:50.056 --> 00:35:50.597
respond to it.

00:35:51.018 --> 00:35:51.717
Obviously you'd want to

00:35:51.737 --> 00:35:52.619
respond right away.

00:35:52.958 --> 00:35:53.639
And then there's something

00:35:53.679 --> 00:35:54.920
here like verified number,

00:35:55.581 --> 00:35:56.380
additional details.

00:35:56.440 --> 00:35:57.942
So, you know, it's like a, not a bot,

00:35:57.981 --> 00:35:59.163
it's like a real person.

00:35:59.543 --> 00:36:01.485
Here's like a little teaser, like here's,

00:36:01.545 --> 00:36:02.425
you know, three, four, seven,

00:36:02.485 --> 00:36:03.846
the beginning of their area

00:36:03.865 --> 00:36:04.606
code of their phone number.

00:36:04.666 --> 00:36:07.047
Here's their redacted email

00:36:07.068 --> 00:36:08.429
address and redacted phone number.

00:36:09.190 --> 00:36:11.650
And here is like a little message, right?

00:36:11.690 --> 00:36:13.413
And so this one just says herniated discs.

00:36:13.552 --> 00:36:14.253
Now my question,

00:36:14.793 --> 00:36:16.054
a sidebar question for you

00:36:16.074 --> 00:36:19.516
guys is if someone has a herniated disc,

00:36:20.317 --> 00:36:21.297
What are your thoughts that

00:36:21.338 --> 00:36:22.478
they are seeking this?

00:36:22.539 --> 00:36:24.159
They're seeking massage therapy.

00:36:24.199 --> 00:36:24.840
What do you guys think?

00:36:25.679 --> 00:36:26.161
Probably pretty good.

00:36:26.181 --> 00:36:27.782
There's no right or wrong here.

00:36:27.802 --> 00:36:28.442
Probably pretty good.

00:36:28.481 --> 00:36:29.463
They don't know what they're looking for.

00:36:30.143 --> 00:36:30.322
Yeah,

00:36:30.402 --> 00:36:32.043
I know plenty of people that'll look

00:36:32.063 --> 00:36:34.166
for massage therapy for a herniated disc.

00:36:35.126 --> 00:36:35.485
They don't know.

00:36:36.286 --> 00:36:37.186
Here's what they're looking for.

00:36:37.206 --> 00:36:38.228
This goes back to the pen.

00:36:38.347 --> 00:36:39.148
They're looking for those

00:36:39.208 --> 00:36:40.949
discs to be unherniated,

00:36:40.969 --> 00:36:41.769
whatever that means,

00:36:41.789 --> 00:36:42.530
because they have no idea

00:36:42.550 --> 00:36:43.130
what that means.

00:36:43.570 --> 00:36:44.711
They're looking for the pain to stop.

00:36:45.231 --> 00:36:45.692
Correct.

00:36:45.813 --> 00:36:48.134
They're looking for the unherniated disc.

00:36:49.911 --> 00:36:50.853
So here's a little bit more

00:36:50.934 --> 00:36:51.695
project details.

00:36:51.715 --> 00:36:53.177
We'll find you a massage therapist.

00:36:53.518 --> 00:36:54.659
What type of massage are you

00:36:54.679 --> 00:36:55.601
looking for here?

00:36:55.882 --> 00:36:56.123
They can,

00:36:56.143 --> 00:36:57.465
you can kind of like fill out

00:36:57.505 --> 00:36:59.528
like what areas, how many minutes.

00:37:00.423 --> 00:37:02.105
This is what the prospective

00:37:02.144 --> 00:37:02.905
customer filled out.

00:37:02.925 --> 00:37:04.525
They clicked or, you know,

00:37:05.806 --> 00:37:07.347
they prefer a male or female.

00:37:07.668 --> 00:37:08.929
And then this is always interesting.

00:37:09.228 --> 00:37:10.909
How frequently will you need a massage?

00:37:11.269 --> 00:37:12.771
And most of the time, I got to say,

00:37:13.130 --> 00:37:14.791
from looking at this for years,

00:37:15.291 --> 00:37:17.313
most people are clicking.

00:37:17.673 --> 00:37:18.813
It's probably a dropdown choice.

00:37:18.853 --> 00:37:19.253
I don't know.

00:37:19.594 --> 00:37:20.494
They're not writing this in,

00:37:20.514 --> 00:37:21.635
but they're clicking like a dropdown.

00:37:22.833 --> 00:37:24.233
It's usually just this one time,

00:37:24.273 --> 00:37:26.295
which is also a sidebar

00:37:26.335 --> 00:37:28.655
comment on why there's so

00:37:28.675 --> 00:37:30.295
many drop-offs in physical therapy,

00:37:30.315 --> 00:37:31.297
like after the third visit,

00:37:31.336 --> 00:37:33.197
because most consumers just

00:37:33.277 --> 00:37:34.978
want to do the thing one time.

00:37:35.099 --> 00:37:37.018
Massage therapy, physical therapy,

00:37:37.300 --> 00:37:37.739
whatever.

00:37:39.360 --> 00:37:40.420
Charge more for the eval.

00:37:40.860 --> 00:37:41.481
Okay, great.

00:37:41.541 --> 00:37:42.842
I'm going to teach you everything.

00:37:43.202 --> 00:37:43.601
By the way,

00:37:43.641 --> 00:37:45.083
it costs three credits to call

00:37:45.123 --> 00:37:47.143
Tony or do a Zoom call with

00:37:47.164 --> 00:37:49.144
Tony or to be on Tony's RTM plan.

00:37:50.045 --> 00:37:50.985
There you go.

00:37:51.005 --> 00:37:53.746
So, so in my Gmail email search right here,

00:37:53.867 --> 00:37:56.588
I just, I have bark.com space disc.

00:37:56.688 --> 00:37:57.628
So all these right here,

00:37:58.108 --> 00:38:00.349
I believe are potential

00:38:00.929 --> 00:38:01.791
patients or clients.

00:38:02.190 --> 00:38:03.951
So here's Catherine.

00:38:04.512 --> 00:38:05.672
These are all redacted by the way.

00:38:05.692 --> 00:38:06.952
I'm not sharing anything that's like,

00:38:07.132 --> 00:38:07.693
can't be public.

00:38:08.353 --> 00:38:09.474
Brooklyn, New York, one, one, two,

00:38:09.534 --> 00:38:11.594
oh five area code,

00:38:11.896 --> 00:38:13.275
the redacted phone number and email.

00:38:13.677 --> 00:38:14.978
And then the message I have

00:38:15.018 --> 00:38:16.057
degenerative discs and

00:38:16.077 --> 00:38:17.838
looking for relief in neck

00:38:17.998 --> 00:38:19.579
C five and shoulder as well

00:38:19.661 --> 00:38:22.121
as mid back L four L five,

00:38:22.161 --> 00:38:23.543
which is low back, whatever.

00:38:23.922 --> 00:38:25.423
And then deep tissue relief.

00:38:25.443 --> 00:38:25.563
So,

00:38:26.065 --> 00:38:27.385
and then it says one out of five

00:38:27.425 --> 00:38:28.385
professionals have responded.

00:38:28.405 --> 00:38:29.067
And then of course there's a

00:38:29.086 --> 00:38:29.967
little bit more down here

00:38:30.286 --> 00:38:30.788
and look at this.

00:38:32.005 --> 00:38:33.306
always they're always just

00:38:33.327 --> 00:38:34.527
looking for this one time I

00:38:34.989 --> 00:38:37.471
know and it's fascinating I

00:38:37.490 --> 00:38:39.351
know but I read that as I

00:38:39.411 --> 00:38:41.333
am sniffing to find someone

00:38:41.414 --> 00:38:43.215
I like and if and when I do

00:38:43.375 --> 00:38:45.317
I go deep like if someone

00:38:45.356 --> 00:38:46.498
like I've looked for people

00:38:46.538 --> 00:38:47.518
when my dad was living with

00:38:47.559 --> 00:38:48.458
me when he was recovering

00:38:48.498 --> 00:38:49.420
from a stroke and I didn't

00:38:49.440 --> 00:38:50.201
have two free minutes to

00:38:50.221 --> 00:38:51.302
rub together and people

00:38:51.322 --> 00:38:52.663
were like oh do you want I

00:38:52.682 --> 00:38:53.463
wanted someone to clean my

00:38:53.503 --> 00:38:54.284
house because I didn't have

00:38:54.344 --> 00:38:55.244
any time and they were like

00:38:55.385 --> 00:38:56.045
how often are you looking

00:38:56.085 --> 00:38:57.146
for and I'm like once

00:38:58.047 --> 00:39:00.313
But if you blow me away, you're my girl.

00:39:00.414 --> 00:39:01.114
You're my guy.

00:39:02.018 --> 00:39:03.300
So I am okay with that.

00:39:03.320 --> 00:39:04.103
All right.

00:39:04.123 --> 00:39:04.885
So what do you want us to do?

00:39:04.905 --> 00:39:06.449
You want us to give feedback on this idea?

00:39:07.579 --> 00:39:09.340
So, so my, my, yeah,

00:39:09.380 --> 00:39:10.742
my feedback would be for any,

00:39:11.202 --> 00:39:12.543
I want you to help any PT

00:39:12.583 --> 00:39:14.043
or OT watching or listening right now.

00:39:14.784 --> 00:39:15.945
That is like,

00:39:16.324 --> 00:39:18.206
like Christie looking to grow

00:39:18.385 --> 00:39:19.666
a mobile concierge practice.

00:39:20.166 --> 00:39:21.947
These professionals also, by the way,

00:39:22.027 --> 00:39:24.969
it'll typically say, I can't,

00:39:25.309 --> 00:39:26.570
I don't see it here, but okay.

00:39:26.590 --> 00:39:27.271
There is a physical,

00:39:27.291 --> 00:39:28.331
let me type in the physical therapy.

00:39:28.592 --> 00:39:30.112
So there's been physical therapy, which is,

00:39:30.172 --> 00:39:30.994
but it's less common

00:39:31.114 --> 00:39:34.195
physical therapy for bark.com.

00:39:34.215 --> 00:39:35.096
Let me move my camera.

00:39:35.856 --> 00:39:36.657
Physical therapy.

00:39:38.809 --> 00:39:41.429
So real quick, while Dave is doing that,

00:39:41.969 --> 00:39:43.271
I think an important aspect

00:39:43.291 --> 00:39:45.532
to this is understanding the platform,

00:39:45.672 --> 00:39:46.911
understanding the community

00:39:46.952 --> 00:39:48.532
that that platform is built.

00:39:49.172 --> 00:39:51.673
So I have digital courses.

00:39:52.014 --> 00:39:53.233
I can put my digital course

00:39:53.333 --> 00:39:54.655
on my Thinkific account,

00:39:54.695 --> 00:39:56.135
which there's no community there.

00:39:56.155 --> 00:39:57.456
It's just anybody who

00:39:57.496 --> 00:39:58.896
follows me on social will

00:39:58.936 --> 00:39:59.777
see the link to that.

00:40:00.436 --> 00:40:02.077
I can put a course on Udemy.

00:40:02.458 --> 00:40:04.559
Udemy has, I think last time I checked,

00:40:04.599 --> 00:40:04.858
like,

00:40:04.958 --> 00:40:06.719
forty four million or two hundred

00:40:06.759 --> 00:40:07.719
million users.

00:40:08.280 --> 00:40:09.561
It's a huge community,

00:40:09.601 --> 00:40:11.503
but that community is more

00:40:11.563 --> 00:40:13.025
for tech learning,

00:40:13.405 --> 00:40:15.467
coding and graphic design

00:40:15.507 --> 00:40:16.208
and things like that.

00:40:16.248 --> 00:40:17.429
It's not that community is

00:40:17.509 --> 00:40:19.590
not there with a mindset of

00:40:19.731 --> 00:40:20.972
I'm looking for a physical

00:40:21.012 --> 00:40:22.114
therapy information.

00:40:22.634 --> 00:40:24.016
So for something like this,

00:40:24.516 --> 00:40:26.038
the odds are it's going to

00:40:26.057 --> 00:40:27.478
be a huge community looking

00:40:27.518 --> 00:40:28.800
for massage therapists.

00:40:29.221 --> 00:40:30.621
Very, very tiny,

00:40:30.681 --> 00:40:32.362
slim community looking for

00:40:32.422 --> 00:40:33.342
physical therapy.

00:40:33.681 --> 00:40:34.842
But if you have the time and

00:40:34.882 --> 00:40:36.382
the eagerness to build it,

00:40:36.523 --> 00:40:37.224
I think it's a great

00:40:37.284 --> 00:40:38.923
platform to leverage.

00:40:39.324 --> 00:40:40.824
You're just kind of at the

00:40:40.844 --> 00:40:42.864
frontier and you have to

00:40:42.885 --> 00:40:44.326
put the work in to do it.

00:40:44.385 --> 00:40:44.786
Go ahead, Dave.

00:40:46.572 --> 00:40:47.514
All right, so next email.

00:40:47.554 --> 00:40:48.673
This person is actually

00:40:48.713 --> 00:40:49.894
looking for a physical therapist.

00:40:49.934 --> 00:40:50.675
New York, New York,

00:40:50.936 --> 00:40:52.436
one zero zero one four.

00:40:52.777 --> 00:40:54.597
It takes six credits to respond.

00:40:54.657 --> 00:40:55.699
Redacted phone number,

00:40:55.998 --> 00:40:56.938
redacted email address.

00:40:56.958 --> 00:40:58.039
I'm going to zoom in here.

00:40:58.400 --> 00:40:59.721
And here is what I think

00:40:59.740 --> 00:41:01.481
will fascinate or interest Tony.

00:41:02.181 --> 00:41:02.483
All right.

00:41:02.523 --> 00:41:03.182
So here.

00:41:04.903 --> 00:41:05.603
What type of physical

00:41:05.643 --> 00:41:06.644
therapy would you consider?

00:41:06.704 --> 00:41:06.905
Again,

00:41:06.925 --> 00:41:07.985
these are probably just dropdowns

00:41:08.005 --> 00:41:08.746
that the prospective

00:41:08.786 --> 00:41:09.905
customer is clicking on.

00:41:09.965 --> 00:41:10.746
So orthopedic,

00:41:11.086 --> 00:41:12.246
how often do you require

00:41:12.266 --> 00:41:13.407
physical therapy weekly?

00:41:13.788 --> 00:41:14.947
Which parts of your body

00:41:14.987 --> 00:41:16.028
require physical therapy?

00:41:16.128 --> 00:41:18.949
Legs, feet, patient's age, sixty and over.

00:41:20.409 --> 00:41:20.990
Please describe your

00:41:21.030 --> 00:41:21.951
physical therapy needs.

00:41:23.231 --> 00:41:24.072
Posiatry,

00:41:24.112 --> 00:41:26.693
which I'm assuming meant to be podiatry.

00:41:26.713 --> 00:41:28.293
I got fat fingers too.

00:41:28.534 --> 00:41:29.414
S is really close to D.

00:41:30.851 --> 00:41:31.130
Yes.

00:41:31.451 --> 00:41:32.492
And here I want to get

00:41:32.532 --> 00:41:33.492
Tony's feedback on what

00:41:33.532 --> 00:41:35.014
type of health plan are you

00:41:35.313 --> 00:41:36.355
or your family covered by

00:41:36.695 --> 00:41:37.576
state health coverage?

00:41:37.876 --> 00:41:39.356
Is this a covered service?

00:41:39.876 --> 00:41:40.757
I don't know.

00:41:40.858 --> 00:41:41.938
Isn't this interesting, Tony?

00:41:42.739 --> 00:41:43.659
Yeah, this is zero.

00:41:43.679 --> 00:41:44.840
This should shock nobody.

00:41:45.121 --> 00:41:46.260
Nobody has any idea what

00:41:46.280 --> 00:41:46.942
their coverage is.

00:41:48.697 --> 00:41:49.577
And then how would you

00:41:49.597 --> 00:41:50.498
receive this service

00:41:50.559 --> 00:41:51.619
remotely or in person?

00:41:51.659 --> 00:41:53.398
During COVID, there was some remote,

00:41:53.699 --> 00:41:54.679
but for the most part,

00:41:54.719 --> 00:41:56.480
people are choosing in person.

00:41:56.820 --> 00:41:58.240
And most of the emails and

00:41:59.021 --> 00:42:00.041
leads look like this.

00:42:00.081 --> 00:42:01.081
Tony, what were you going to say?

00:42:01.842 --> 00:42:02.842
One of the most valuable

00:42:02.922 --> 00:42:05.083
aspects of what Dave is sharing here,

00:42:05.583 --> 00:42:06.682
even if you're outside the

00:42:06.722 --> 00:42:08.724
New York City area,

00:42:09.344 --> 00:42:11.505
is this is information

00:42:11.545 --> 00:42:13.324
coming from consumers.

00:42:13.786 --> 00:42:16.606
If you create consumer-facing content,

00:42:16.666 --> 00:42:18.286
these are the things you should be doing.

00:42:18.806 --> 00:42:19.987
We just had a conversation

00:42:20.047 --> 00:42:22.168
on Facebook with a therapist who said,

00:42:22.610 --> 00:42:23.971
I'm in a rural community.

00:42:24.050 --> 00:42:25.030
Nobody's going to pay two

00:42:25.050 --> 00:42:26.211
hundred dollars a session.

00:42:26.592 --> 00:42:26.753
Well,

00:42:26.793 --> 00:42:28.333
that's if you're thinking of ten and

00:42:28.373 --> 00:42:29.894
twelve and fifteen sessions.

00:42:30.295 --> 00:42:32.396
But if you come out and you say, hey,

00:42:32.876 --> 00:42:34.237
I'm going to do one session,

00:42:34.358 --> 00:42:35.918
it's five hundred dollars.

00:42:36.498 --> 00:42:37.599
Then you have people that

00:42:37.639 --> 00:42:39.322
will consider a one-time

00:42:39.402 --> 00:42:41.403
fee because just like Dave showed us,

00:42:41.864 --> 00:42:43.246
most of the people are saying,

00:42:43.405 --> 00:42:44.847
I want to do one.

00:42:44.887 --> 00:42:46.469
And to Jimmy's credit, it's true.

00:42:46.708 --> 00:42:47.610
They want to test you out.

00:42:47.650 --> 00:42:49.172
They want to figure out if they like you,

00:42:49.672 --> 00:42:51.534
all of those things.

00:42:51.934 --> 00:42:53.315
So I would be marketing

00:42:53.516 --> 00:42:55.458
one-time sessions at a premium rate.

00:42:56.018 --> 00:42:57.900
I would be marketing, like in this case,

00:42:58.079 --> 00:43:00.302
in person over virtual.

00:43:00.922 --> 00:43:02.563
I would be marketing, you know,

00:43:03.083 --> 00:43:04.784
whatever it is that we can

00:43:04.824 --> 00:43:07.644
glean from those patient

00:43:07.664 --> 00:43:09.445
feedbacks or consumer feedbacks.

00:43:09.525 --> 00:43:10.646
That is the stuff we should

00:43:10.666 --> 00:43:12.846
be using verbatim in our

00:43:12.885 --> 00:43:13.865
marketing materials.

00:43:14.286 --> 00:43:15.206
They will tell you.

00:43:15.686 --> 00:43:16.666
People will tell you.

00:43:16.686 --> 00:43:18.086
They will use their words.

00:43:18.768 --> 00:43:19.507
Right.

00:43:19.547 --> 00:43:20.807
This is like the hill I hope

00:43:20.927 --> 00:43:21.987
I don't have to die on by

00:43:22.007 --> 00:43:23.148
the time I die in our

00:43:23.168 --> 00:43:25.289
profession is we keep...

00:43:25.309 --> 00:43:26.409
I'm not knocking you, Dave,

00:43:26.809 --> 00:43:27.590
but we keep like...

00:43:28.530 --> 00:43:29.891
We can't wait to correct

00:43:29.951 --> 00:43:32.112
people when she's like mid-back L-four,

00:43:32.213 --> 00:43:32.672
L-five.

00:43:32.813 --> 00:43:33.434
I get it too.

00:43:34.114 --> 00:43:36.255
But like they don't know.

00:43:36.695 --> 00:43:39.418
No, I know the consumer does not know.

00:43:39.438 --> 00:43:40.157
Yeah, yeah, yeah.

00:43:40.518 --> 00:43:42.320
But what I'm saying is like we're like, oh,

00:43:42.460 --> 00:43:43.601
I can't wait to come in and

00:43:43.641 --> 00:43:44.862
show you how smart I am.

00:43:45.561 --> 00:43:46.663
I go back to that quote.

00:43:46.742 --> 00:43:47.903
People don't care how much

00:43:47.943 --> 00:43:48.945
you know until they know

00:43:48.985 --> 00:43:49.764
how much you care.

00:43:49.905 --> 00:43:50.925
They don't care how much you know.

00:43:51.206 --> 00:43:52.907
They also don't care how much you care.

00:43:53.128 --> 00:43:53.728
They care.

00:43:54.047 --> 00:43:55.449
Can you help me get to the

00:43:55.489 --> 00:43:58.291
desired end result, which is –

00:43:57.710 --> 00:43:58.632
My back hurts.

00:43:58.972 --> 00:43:59.974
I don't really understand

00:44:00.114 --> 00:44:00.835
physical therapy.

00:44:00.875 --> 00:44:01.996
If that's true, great.

00:44:02.056 --> 00:44:04.237
I'm looking for a solution.

00:44:04.378 --> 00:44:06.181
Again, I got to get her on the show.

00:44:06.240 --> 00:44:07.943
I swear I'll text her at the end of this.

00:44:08.362 --> 00:44:09.844
My friend Megan Brown is the

00:44:09.905 --> 00:44:11.786
biggest liar in physical

00:44:11.806 --> 00:44:13.208
therapy because in one of

00:44:13.228 --> 00:44:14.369
the most expensive real

00:44:14.409 --> 00:44:15.731
estate areas in the country,

00:44:16.152 --> 00:44:18.034
she runs a Pilates studio.

00:44:18.925 --> 00:44:19.925
She built a community.

00:44:20.324 --> 00:44:21.726
She provides a lot of the

00:44:21.766 --> 00:44:22.806
things that a lot of people

00:44:22.826 --> 00:44:23.847
walk into her door for.

00:44:24.106 --> 00:44:25.827
Community, fun, accountability,

00:44:26.266 --> 00:44:28.128
pain relief, strength, flexibility.

00:44:28.688 --> 00:44:29.947
And she's a physical therapist.

00:44:30.168 --> 00:44:31.188
She understood the assignment.

00:44:31.208 --> 00:44:32.528
She went and got her DPT degree.

00:44:32.768 --> 00:44:34.829
She's a brilliant physical therapist.

00:44:35.748 --> 00:44:37.128
She's over delivering

00:44:37.168 --> 00:44:39.472
without ever having to use those words.

00:44:39.911 --> 00:44:41.333
I almost think we should do

00:44:41.413 --> 00:44:42.494
exercises where you have to

00:44:42.554 --> 00:44:43.715
market what you actually do,

00:44:43.835 --> 00:44:44.655
communicate what you do.

00:44:44.876 --> 00:44:47.358
You can't use the word physical therapy.

00:44:47.838 --> 00:44:48.820
Plumbers don't talk about

00:44:49.320 --> 00:44:51.121
the plumbing university they went to.

00:44:51.543 --> 00:44:53.023
They talk about the end result.

00:44:53.143 --> 00:44:54.344
They talk before and after.

00:44:55.268 --> 00:44:56.110
Got a leaky sink?

00:44:56.349 --> 00:44:57.391
Could lead to water damage.

00:44:57.670 --> 00:44:58.811
Call Steve, right?

00:44:59.092 --> 00:45:00.552
I do want to bring one thing up.

00:45:01.293 --> 00:45:02.793
Christy would be a great use case.

00:45:02.833 --> 00:45:03.715
I looked her up on LinkedIn.

00:45:04.094 --> 00:45:06.157
She is in Raleigh-Durham.

00:45:06.996 --> 00:45:08.617
That's like the research triangle, right?

00:45:08.637 --> 00:45:10.018
Isn't it the research triangle?

00:45:10.059 --> 00:45:11.480
She's poised for this.

00:45:12.081 --> 00:45:13.402
In my opinion of what I know

00:45:13.422 --> 00:45:14.181
about that market,

00:45:14.523 --> 00:45:16.963
that is not an easy market

00:45:16.983 --> 00:45:18.465
to live in in terms of cost

00:45:18.585 --> 00:45:19.346
and what people do there.

00:45:19.385 --> 00:45:20.367
So I think she's poised.

00:45:21.594 --> 00:45:23.134
And I don't know the cost of

00:45:23.155 --> 00:45:24.974
living in Raleigh, but like you said,

00:45:25.014 --> 00:45:26.014
it's somewhere between like

00:45:26.474 --> 00:45:28.635
a major city and like very rural, right?

00:45:28.655 --> 00:45:30.416
So it's like a small town.

00:45:30.597 --> 00:45:31.157
Yeah, yeah, yeah.

00:45:31.657 --> 00:45:32.717
But who lives there and who

00:45:32.757 --> 00:45:33.396
can live there?

00:45:33.476 --> 00:45:34.938
I looked living there for a

00:45:34.958 --> 00:45:35.878
little while and it's not

00:45:35.918 --> 00:45:36.818
the cheapest place because

00:45:36.838 --> 00:45:37.679
you got Duke and North

00:45:37.719 --> 00:45:39.239
Carolina and other big

00:45:39.278 --> 00:45:40.478
companies and stuff like that.

00:45:40.880 --> 00:45:42.440
So those people want solutions, right?

00:45:44.557 --> 00:45:44.958
really quick.

00:45:45.077 --> 00:45:46.898
Tony was just saying like

00:45:46.918 --> 00:45:47.619
five hundred dollars a

00:45:47.679 --> 00:45:50.199
visit for different areas.

00:45:51.298 --> 00:45:52.498
And I like I agree.

00:45:52.518 --> 00:45:52.659
Like,

00:45:52.699 --> 00:45:54.699
I think there's some places that

00:45:55.119 --> 00:45:56.079
would say, you know,

00:45:56.159 --> 00:45:57.480
one time for a one time

00:45:57.500 --> 00:45:59.021
visit for a one time.

00:45:59.300 --> 00:45:59.621
Perfect.

00:45:59.681 --> 00:46:00.900
Thank you for teeing that up.

00:46:01.280 --> 00:46:02.481
Now, if you're a physical therapist,

00:46:02.561 --> 00:46:03.420
PT or OT,

00:46:04.041 --> 00:46:05.641
and I have no horse in this race,

00:46:05.702 --> 00:46:07.282
but like if you're a PT or

00:46:07.362 --> 00:46:09.561
OT and you want, you know,

00:46:09.942 --> 00:46:11.382
to make two fifty or three

00:46:11.402 --> 00:46:13.043
hundred or something per visit, but have

00:46:13.722 --> 00:46:14.885
patients finish plans of

00:46:14.925 --> 00:46:17.150
care that are spending ten visits,

00:46:17.170 --> 00:46:17.632
twenty visits,

00:46:17.652 --> 00:46:19.456
thirty visits or multiple years with you.

00:46:20.711 --> 00:46:21.972
I see it every day in New York City.

00:46:22.293 --> 00:46:24.735
I'm just assuming it's very

00:46:24.775 --> 00:46:26.157
similar in other cities.

00:46:26.197 --> 00:46:28.398
So if you are, let's say, younger,

00:46:28.699 --> 00:46:30.219
motivated, interested,

00:46:30.380 --> 00:46:31.922
and some of this is interesting to you.

00:46:32.041 --> 00:46:34.724
I have no horse in this race either.

00:46:34.764 --> 00:46:38.126
But if you wanted to do that,

00:46:38.206 --> 00:46:40.349
but on a more frequent basis,

00:46:41.090 --> 00:46:42.851
I would consider... If I

00:46:42.992 --> 00:46:44.532
were a new grad or whatever,

00:46:44.592 --> 00:46:45.233
I would consider...

00:46:46.471 --> 00:46:47.853
looking into cities as

00:46:47.893 --> 00:46:49.213
opposed to rural areas.

00:46:49.273 --> 00:46:49.454
Right.

00:46:49.494 --> 00:46:50.735
So like, there's like one of the,

00:46:51.217 --> 00:46:52.458
one of the tweets when I did that,

00:46:52.498 --> 00:46:53.478
remember the tweet with the,

00:46:53.719 --> 00:46:54.740
the showing my bicep,

00:46:54.760 --> 00:46:57.423
the whole tweet thing, someone said,

00:46:58.364 --> 00:47:01.347
someone tweeted, um, the only,

00:47:01.588 --> 00:47:02.789
the only thing you need to

00:47:02.849 --> 00:47:04.070
charge patients two fifty

00:47:04.090 --> 00:47:06.813
to four hundred dollars per visit is a,

00:47:06.833 --> 00:47:06.873
um,

00:47:08.101 --> 00:47:11.043
city or area where there's

00:47:11.103 --> 00:47:11.985
those types of people that

00:47:12.045 --> 00:47:14.186
live near like that,

00:47:14.226 --> 00:47:14.967
that are willing to pay,

00:47:15.027 --> 00:47:15.608
that are willing to pay

00:47:15.648 --> 00:47:16.409
that out of pocket.

00:47:16.449 --> 00:47:16.648
Right.

00:47:17.048 --> 00:47:17.510
And where are the,

00:47:17.550 --> 00:47:18.590
most of those people are,

00:47:19.306 --> 00:47:20.626
Most of them are in middle

00:47:20.706 --> 00:47:21.768
to larger cities.

00:47:22.409 --> 00:47:24.931
So whether it's Miami, Chicago, New York,

00:47:26.331 --> 00:47:28.835
San Francisco, Austin,

00:47:30.876 --> 00:47:32.418
fill in the gaps anywhere else, Boston,

00:47:34.840 --> 00:47:35.420
that's something that I

00:47:35.440 --> 00:47:37.041
would consider because

00:47:37.081 --> 00:47:38.023
there's more folks that

00:47:38.043 --> 00:47:39.423
will pay two fifty or three

00:47:39.463 --> 00:47:41.065
hundred per visit, but then spend

00:47:42.141 --> 00:47:43.083
I'm S I've seen it.

00:47:43.184 --> 00:47:44.284
I've showed you guys tens of

00:47:44.324 --> 00:47:45.246
thousands of dollars per

00:47:45.286 --> 00:47:46.849
year or tens of thousands

00:47:46.869 --> 00:47:47.990
of dollars over years.

00:47:48.492 --> 00:47:49.914
Um, and I'm not saying that's,

00:47:49.934 --> 00:47:50.695
that's not everything,

00:47:50.755 --> 00:47:52.378
but if that's of interest,

00:47:52.398 --> 00:47:53.059
that's what I would do.

00:47:53.940 --> 00:47:54.922
Yeah.

00:47:54.981 --> 00:47:55.342
Agreed.

00:47:55.802 --> 00:47:57.266
Jimmy, do we have time for your topic?

00:47:57.628 --> 00:47:57.748
Yeah,

00:47:57.768 --> 00:47:59.528
but I just wanted to go back to what

00:47:59.568 --> 00:48:00.628
I think Dave started with.

00:48:01.369 --> 00:48:03.130
Do I think this is a good strategy?

00:48:03.449 --> 00:48:03.829
Yeah.

00:48:04.170 --> 00:48:04.431
I mean,

00:48:05.050 --> 00:48:06.871
what are the subscription prices

00:48:06.931 --> 00:48:09.572
ballpark on Bark that you paid for?

00:48:09.652 --> 00:48:10.652
Is it like a monthly per

00:48:10.693 --> 00:48:11.632
credit thing or whatever?

00:48:12.713 --> 00:48:13.534
I can't remember.

00:48:13.614 --> 00:48:15.215
It's like packages of credits.

00:48:15.235 --> 00:48:16.155
So you would buy like twenty

00:48:16.175 --> 00:48:17.554
or thirty or forty credits.

00:48:17.574 --> 00:48:19.036
Like a thousand dollars that you think?

00:48:19.056 --> 00:48:20.096
No, like a hundred.

00:48:22.137 --> 00:48:23.739
Fifty, seventy, a hundred bucks,

00:48:23.759 --> 00:48:25.260
like a small dollar amount.

00:48:25.641 --> 00:48:26.641
I would automate this.

00:48:26.681 --> 00:48:27.523
I would run it for six

00:48:27.583 --> 00:48:29.184
months and then I would do math.

00:48:29.284 --> 00:48:30.565
And I would say, is the juice worth this?

00:48:31.027 --> 00:48:31.967
Look what you automated in

00:48:31.987 --> 00:48:33.128
your Gmail inbox.

00:48:33.148 --> 00:48:33.969
You were like this,

00:48:34.389 --> 00:48:35.731
this thing and these

00:48:35.791 --> 00:48:37.132
keywords that you wanted to

00:48:37.172 --> 00:48:38.554
trade or you think people were using.

00:48:39.034 --> 00:48:40.577
And then just decide, is this, I mean,

00:48:40.677 --> 00:48:42.117
you probably reviewed that once a day,

00:48:42.217 --> 00:48:43.039
once every couple of days

00:48:43.079 --> 00:48:44.340
to decide what you want to bid on.

00:48:44.981 --> 00:48:45.780
And this is the one thing

00:48:45.820 --> 00:48:47.161
that I didn't discuss when

00:48:47.181 --> 00:48:47.802
I was sharing that.

00:48:47.862 --> 00:48:49.623
So again, you're a PT or OT,

00:48:49.722 --> 00:48:50.402
and let's say you sign up

00:48:50.422 --> 00:48:52.344
for Bark and you tell Bark, hey,

00:48:52.423 --> 00:48:54.224
I want you to send me these

00:48:55.405 --> 00:48:56.346
prospective patients when

00:48:56.365 --> 00:48:57.646
they click on a potential

00:48:57.666 --> 00:48:59.327
service like physical therapy, obviously.

00:48:59.666 --> 00:49:00.748
But then also you could

00:49:00.847 --> 00:49:01.728
click the box and say,

00:49:02.047 --> 00:49:03.849
also send me these email leads,

00:49:03.909 --> 00:49:05.210
these anonymous email leads

00:49:05.550 --> 00:49:07.210
when someone is seeking massage therapy.

00:49:07.269 --> 00:49:08.170
This is what I wanted to cover.

00:49:08.190 --> 00:49:10.552
I totally, totally forgot, which is, um,

00:49:11.211 --> 00:49:13.155
You get that massage therapy

00:49:13.215 --> 00:49:15.257
lead and you hit them up.

00:49:15.659 --> 00:49:16.981
You call them, you message them, whatever.

00:49:17.021 --> 00:49:17.702
You leave a voicemail if

00:49:17.722 --> 00:49:18.262
they don't answer.

00:49:18.282 --> 00:49:19.304
You send them a text message

00:49:19.764 --> 00:49:20.967
and you say up front, hey,

00:49:21.606 --> 00:49:22.869
I'm a physical therapist.

00:49:23.010 --> 00:49:24.672
I do a lot of hands-on manual therapy.

00:49:24.751 --> 00:49:26.114
I'm not a massage therapist.

00:49:26.835 --> 00:49:29.637
But do you want to discuss your situation?

00:49:30.137 --> 00:49:31.237
And we could see if it might

00:49:31.277 --> 00:49:32.918
even be a potential fit.

00:49:33.380 --> 00:49:36.081
And that's something that like Kat Powell,

00:49:36.101 --> 00:49:37.422
she's a physical therapist

00:49:37.443 --> 00:49:38.023
on Long Island.

00:49:38.043 --> 00:49:38.884
That's a buddy of mine.

00:49:39.164 --> 00:49:40.244
And she had done this as well.

00:49:40.284 --> 00:49:41.306
Like she would call,

00:49:41.326 --> 00:49:42.126
she would contact those

00:49:42.166 --> 00:49:43.427
massage therapy leads.

00:49:43.746 --> 00:49:43.947
Yes.

00:49:43.987 --> 00:49:44.887
You have to pay up front.

00:49:44.967 --> 00:49:45.148
Yes.

00:49:45.168 --> 00:49:46.128
It's a volume game.

00:49:46.188 --> 00:49:47.570
Some will convert and some will not.

00:49:48.010 --> 00:49:49.771
Some want like literally, no,

00:49:49.811 --> 00:49:50.472
I want to lay down

00:49:50.512 --> 00:49:52.574
passively for nine minutes, like oils,

00:49:52.934 --> 00:49:54.574
lotion, you know, sure.

00:49:54.675 --> 00:49:54.875
Okay.

00:49:56.076 --> 00:49:56.516
Exactly.

00:49:56.576 --> 00:49:56.956
Exactly.

00:49:57.036 --> 00:49:58.577
But you can convert some of

00:49:58.617 --> 00:49:59.358
these people that are

00:49:59.378 --> 00:50:00.358
seeking massage therapy

00:50:00.398 --> 00:50:01.099
when they're telling

00:50:01.119 --> 00:50:01.759
they're giving you the

00:50:01.858 --> 00:50:03.800
signals of I have a disc bulge.

00:50:03.840 --> 00:50:04.280
I have this.

00:50:04.360 --> 00:50:06.041
I have I have a knee that's

00:50:06.161 --> 00:50:07.202
stiff or whatever.

00:50:07.282 --> 00:50:08.101
And they're they're looking

00:50:08.121 --> 00:50:09.503
for something that, you know,

00:50:09.802 --> 00:50:10.864
you could probably help

00:50:11.023 --> 00:50:12.244
maybe more efficiently or

00:50:12.304 --> 00:50:14.326
you're you're equipped to help with that.

00:50:14.985 --> 00:50:16.527
And like Jimmy said,

00:50:17.288 --> 00:50:18.228
they might not even know

00:50:18.347 --> 00:50:19.548
what physical therapy is or

00:50:19.628 --> 00:50:21.429
that physical therapy is the best option.

00:50:21.730 --> 00:50:22.710
You got to speak with them.

00:50:22.831 --> 00:50:24.012
And some of these will convert.

00:50:24.411 --> 00:50:25.293
Some of these will not.

00:50:25.733 --> 00:50:26.693
But some of these might end

00:50:26.713 --> 00:50:27.873
up spending hundreds or

00:50:27.914 --> 00:50:28.894
thousands of dollars with you.

00:50:30.427 --> 00:50:31.527
Hey, real quick.

00:50:31.646 --> 00:50:32.367
Hang on real quick.

00:50:32.467 --> 00:50:34.307
I'm on the Bark pricing page.

00:50:34.847 --> 00:50:36.009
Two things that I think are

00:50:36.028 --> 00:50:36.909
interesting about this.

00:50:37.068 --> 00:50:38.849
One is they won't give pricing on credits.

00:50:38.889 --> 00:50:40.329
They won't tell me unless I

00:50:40.429 --> 00:50:42.570
join as a professional how

00:50:42.630 --> 00:50:44.271
much the cost is.

00:50:44.291 --> 00:50:46.652
It makes you put in like

00:50:46.672 --> 00:50:48.251
your name and email to kind

00:50:48.291 --> 00:50:50.273
of start an account as a professional.

00:50:50.813 --> 00:50:51.833
You have to start your

00:50:52.112 --> 00:50:53.733
professional account or

00:50:53.773 --> 00:50:54.974
they will tell you how much

00:50:55.014 --> 00:50:55.974
the credits cost.

00:50:56.514 --> 00:50:57.295
Well, I love it.

00:50:58.820 --> 00:51:00.021
The other part that I'm

00:51:00.041 --> 00:51:02.742
thinking about looking at this is, again,

00:51:03.063 --> 00:51:04.304
this is clearly a little

00:51:04.324 --> 00:51:05.945
bit of a creative pricing model.

00:51:06.666 --> 00:51:08.347
Why are we not exploring

00:51:08.387 --> 00:51:10.309
creative pricing models more?

00:51:12.070 --> 00:51:14.931
Okay, so these guys buy credits.

00:51:15.092 --> 00:51:16.693
Therapists sell packages.

00:51:16.753 --> 00:51:17.954
Maybe there's an advantage

00:51:17.974 --> 00:51:19.054
to doing credits.

00:51:19.916 --> 00:51:21.516
These credits never expire,

00:51:21.617 --> 00:51:23.257
but once you buy them,

00:51:23.297 --> 00:51:25.159
there's probably no refund for them.

00:51:25.920 --> 00:51:26.260
Right.

00:51:26.280 --> 00:51:28.561
So just we can learn so much

00:51:28.581 --> 00:51:29.641
from the new economy and

00:51:29.661 --> 00:51:30.900
the way these new economy

00:51:30.981 --> 00:51:32.442
businesses are operating.

00:51:33.342 --> 00:51:35.342
But go ahead, guys.

00:51:35.362 --> 00:51:36.023
So, Tony, real quick,

00:51:36.063 --> 00:51:37.003
are you irritated that

00:51:37.023 --> 00:51:38.322
they're not showing the price?

00:51:38.342 --> 00:51:38.862
Oh, yeah.

00:51:39.023 --> 00:51:40.764
I will not join because I'm

00:51:40.824 --> 00:51:41.844
not going to create another

00:51:41.903 --> 00:51:44.085
account just to get pricing.

00:51:45.284 --> 00:51:45.885
Because they're going to

00:51:45.905 --> 00:51:47.005
send you ten or twenty

00:51:47.045 --> 00:51:48.286
marketing emails about, hey,

00:51:48.306 --> 00:51:49.766
finish your account as a professional.

00:51:50.298 --> 00:51:50.878
Yeah.

00:51:50.938 --> 00:51:51.259
Right.

00:51:51.278 --> 00:51:51.920
I don't like that.

00:51:52.079 --> 00:51:53.679
Everything else about this idea I like,

00:51:53.860 --> 00:51:54.860
and I think it's worth it.

00:51:55.081 --> 00:51:57.141
And I think, I mean, to me,

00:51:57.181 --> 00:51:57.621
it's brilliant.

00:51:58.061 --> 00:51:59.063
They're going to feed you.

00:51:59.103 --> 00:51:59.882
They're going to feed you.

00:51:59.922 --> 00:52:01.583
Even if you get one a week, one a month,

00:52:01.684 --> 00:52:03.063
there's no downside.

00:52:04.844 --> 00:52:05.304
And guess what?

00:52:05.864 --> 00:52:06.965
With massage therapy leads

00:52:07.005 --> 00:52:07.885
in the New York City area,

00:52:08.226 --> 00:52:09.427
it's multiple per day.

00:52:10.688 --> 00:52:11.869
Multiple three to five a day.

00:52:11.889 --> 00:52:12.210
Oh yeah.

00:52:12.590 --> 00:52:14.012
Cause I mean you have to, because,

00:52:14.152 --> 00:52:15.914
because here's why I've done this before.

00:52:16.255 --> 00:52:17.336
If you search massage

00:52:17.376 --> 00:52:18.617
therapist in a large city,

00:52:18.978 --> 00:52:19.858
you get professional

00:52:19.898 --> 00:52:21.681
massage therapists and you

00:52:21.701 --> 00:52:23.844
get people who are not

00:52:24.204 --> 00:52:26.387
professional massage therapists.

00:52:26.867 --> 00:52:27.708
So you're trying to sort

00:52:27.788 --> 00:52:29.831
their other professionals.

00:52:29.911 --> 00:52:30.911
Read between those lines.

00:52:32.228 --> 00:52:33.768
The back of those free

00:52:33.849 --> 00:52:35.329
newspapers that I remember

00:52:35.349 --> 00:52:36.811
seeing as a kid.

00:52:37.431 --> 00:52:38.052
All right.

00:52:38.072 --> 00:52:40.012
We don't have time for Jimmy's topic.

00:52:40.052 --> 00:52:42.875
So we're going to save that for Thursday.

00:52:42.994 --> 00:52:44.135
Let's just hammer out a

00:52:44.155 --> 00:52:45.436
couple of details from the

00:52:45.476 --> 00:52:46.958
things that we talked about today.

00:52:48.398 --> 00:52:49.679
I think one of the things here,

00:52:50.099 --> 00:52:51.721
and this is where it's like, look,

00:52:51.860 --> 00:52:53.963
clinicians, PTs, OTs, SLPs,

00:52:53.983 --> 00:52:55.384
you are geniuses.

00:52:55.884 --> 00:52:56.965
You're creative.

00:52:57.105 --> 00:52:58.846
You come up with creative solutions.

00:52:58.865 --> 00:53:00.686
You figure out solutions to

00:53:00.726 --> 00:53:01.347
these problems.

00:53:02.889 --> 00:53:04.090
And it's not just about how

00:53:04.130 --> 00:53:05.492
to get a patient to locomote,

00:53:05.532 --> 00:53:07.153
how to get a patient to feel better.

00:53:07.273 --> 00:53:09.056
It's any problem we put in front of you.

00:53:09.576 --> 00:53:11.257
So when I look at something like this,

00:53:11.338 --> 00:53:12.960
obviously, my first thought is,

00:53:13.360 --> 00:53:14.521
why don't we have a PT

00:53:14.561 --> 00:53:17.344
dedicated OT dedicated service like this?

00:53:17.425 --> 00:53:19.126
Why is does it not exist?

00:53:19.487 --> 00:53:20.068
Right.

00:53:20.829 --> 00:53:22.329
I created ChoosePTFirst

00:53:22.369 --> 00:53:24.711
trying to build a directory like this,

00:53:24.811 --> 00:53:27.213
but it still never gained

00:53:27.253 --> 00:53:28.773
the traction that I was hoping.

00:53:28.914 --> 00:53:30.014
I would allow therapists to

00:53:30.054 --> 00:53:31.036
register for free,

00:53:31.195 --> 00:53:32.235
and I still couldn't get

00:53:32.295 --> 00:53:33.737
over a thousand registered

00:53:34.757 --> 00:53:36.539
people on the platform.

00:53:36.958 --> 00:53:38.139
Now, it's a marketplace,

00:53:38.179 --> 00:53:39.201
so do I not have enough

00:53:39.240 --> 00:53:40.181
traffic to make it

00:53:40.280 --> 00:53:41.561
appealing for people to

00:53:41.601 --> 00:53:42.682
take the two minutes it

00:53:42.722 --> 00:53:44.423
takes to create a profile?

00:53:44.923 --> 00:53:45.204
Maybe.

00:53:46.304 --> 00:53:46.806
But, you know,

00:53:47.847 --> 00:53:49.088
I think there is still a

00:53:49.148 --> 00:53:50.688
solution out there to

00:53:50.748 --> 00:53:51.989
connecting the right

00:53:52.010 --> 00:53:53.490
therapist with the right patient,

00:53:54.152 --> 00:53:55.512
the manual therapist with

00:53:55.552 --> 00:53:57.034
the patient who wants manual therapy,

00:53:57.074 --> 00:53:57.934
the exercise based

00:53:57.954 --> 00:53:58.956
therapist with the patient

00:53:58.976 --> 00:54:00.117
who doesn't want to be touched.

00:54:00.936 --> 00:54:03.699
We just need to solve that problem.

00:54:04.360 --> 00:54:05.820
And I think we look at these

00:54:06.302 --> 00:54:08.143
thumbtack and Angie's list

00:54:08.202 --> 00:54:10.744
and all of these other it can be done.

00:54:11.126 --> 00:54:12.367
We just haven't done it yet.

00:54:13.699 --> 00:54:14.300
What are some of your

00:54:14.320 --> 00:54:15.101
thoughts about the other

00:54:15.141 --> 00:54:15.641
stuff going on today?

00:54:15.681 --> 00:54:17.822
I think this is proof of concept.

00:54:18.501 --> 00:54:19.422
Healthy SBC.

00:54:19.443 --> 00:54:20.103
I don't know your name,

00:54:20.143 --> 00:54:21.003
but you drop it in there.

00:54:21.023 --> 00:54:21.143
Jeremy.

00:54:21.182 --> 00:54:23.244
That's Jeremy Sutton, baby.

00:54:23.264 --> 00:54:24.144
Oh, I know Jeremy Sutton.

00:54:24.224 --> 00:54:25.184
Okay.

00:54:25.224 --> 00:54:25.824
My glasses are not.

00:54:25.905 --> 00:54:26.646
He's thinking about taking

00:54:26.666 --> 00:54:27.885
the words physical therapy

00:54:27.945 --> 00:54:28.947
completely out of his marketing.

00:54:29.306 --> 00:54:30.327
That's crazy, Jeremy.

00:54:30.407 --> 00:54:31.507
Why would you do that?

00:54:31.827 --> 00:54:32.728
Because I think using

00:54:32.768 --> 00:54:34.289
physical therapy puts it in a box.

00:54:35.079 --> 00:54:35.420
Right.

00:54:35.440 --> 00:54:36.561
You don't want to be in the box.

00:54:37.141 --> 00:54:38.061
He continues to say he's

00:54:38.101 --> 00:54:39.621
just he's just talking about outcomes.

00:54:40.181 --> 00:54:40.782
Oh, my God.

00:54:41.603 --> 00:54:42.443
Need a new roof.

00:54:42.903 --> 00:54:43.583
I don't care if you're a

00:54:43.623 --> 00:54:44.903
roofer or some random.

00:54:44.923 --> 00:54:46.065
Like, can you get me a new roof?

00:54:46.385 --> 00:54:47.525
In the last two weeks,

00:54:47.885 --> 00:54:48.806
he's been getting more.

00:54:49.186 --> 00:54:50.586
Sixty five and older

00:54:50.666 --> 00:54:53.688
individuals who want to get stronger.

00:54:53.768 --> 00:54:56.048
Can physical therapists help with that?

00:54:56.289 --> 00:54:56.730
Yeah, they could.

00:54:56.750 --> 00:54:57.369
Can other people?

00:54:57.630 --> 00:54:57.989
Sure.

00:54:58.530 --> 00:55:00.871
But Jeremy can not P.T.,

00:55:01.911 --> 00:55:03.472
strength one of the things

00:55:03.693 --> 00:55:05.393
you can provide and you are

00:55:05.454 --> 00:55:07.313
keenly educated to do so I

00:55:07.353 --> 00:55:11.835
agree uh parting shot is uh

00:55:12.016 --> 00:55:12.916
first of all it's okay to

00:55:12.936 --> 00:55:14.378
get pricing you know wrong

00:55:14.478 --> 00:55:15.297
or have some mistakes

00:55:15.338 --> 00:55:16.838
pricing I think at the end

00:55:16.898 --> 00:55:17.778
of the day is kind of like

00:55:18.059 --> 00:55:18.880
and jimmy's gonna like this

00:55:18.900 --> 00:55:19.679
because the ice hockey

00:55:20.239 --> 00:55:21.940
pricing is getting a hockey

00:55:21.960 --> 00:55:24.422
puck and throwing it out on the ice okay

00:55:24.782 --> 00:55:26.302
And it's going to slide.

00:55:26.322 --> 00:55:27.583
It's going to slide one way or the other.

00:55:28.724 --> 00:55:31.224
And you're probably going to find out like,

00:55:31.385 --> 00:55:31.445
oh,

00:55:31.485 --> 00:55:34.025
I'm either way too low or maybe I'm

00:55:34.065 --> 00:55:34.887
too high and I'm not

00:55:34.907 --> 00:55:36.027
getting the volume I need

00:55:36.067 --> 00:55:37.407
to make a living or hire a

00:55:37.447 --> 00:55:38.188
therapist or whatever.

00:55:38.628 --> 00:55:41.128
So the pricing, pick a number,

00:55:41.628 --> 00:55:43.090
start with the number and

00:55:43.130 --> 00:55:44.190
then change it from there.

00:55:44.231 --> 00:55:45.030
So for me, it was like,

00:55:45.170 --> 00:55:45.911
obviously I told you,

00:55:45.971 --> 00:55:47.452
we started a hundred

00:55:47.472 --> 00:55:48.291
dollars a visit or I

00:55:48.331 --> 00:55:49.112
started a hundred dollars a

00:55:49.152 --> 00:55:50.452
visit and we've only

00:55:50.532 --> 00:55:51.393
increased since then.

00:55:52.233 --> 00:55:52.974
It never decreased.

00:55:53.333 --> 00:55:54.594
But, you know, you might start at,

00:55:54.614 --> 00:55:57.115
I don't know, one seventy five a visit.

00:55:57.155 --> 00:55:58.777
And if you're like in, I don't know,

00:55:58.878 --> 00:55:59.757
northern Florida,

00:56:00.177 --> 00:56:01.900
maybe there is no demand for that.

00:56:02.019 --> 00:56:03.280
And maybe you need to be at

00:56:03.820 --> 00:56:04.762
a hundred or you do

00:56:04.802 --> 00:56:06.382
packages only or whatever.

00:56:06.443 --> 00:56:07.322
Like you got to figure it out.

00:56:08.184 --> 00:56:09.284
But anyway, pricing,

00:56:10.545 --> 00:56:11.445
it's a it's going to slide

00:56:11.465 --> 00:56:12.186
up and down a scale,

00:56:12.226 --> 00:56:13.487
start somewhere and then go

00:56:13.547 --> 00:56:14.228
up or down from there.

00:56:14.507 --> 00:56:15.608
If you honestly believe

00:56:15.628 --> 00:56:16.550
you're bringing value.

00:56:17.389 --> 00:56:18.431
you're not charging for it

00:56:18.831 --> 00:56:20.313
it's on you I'm very sorry

00:56:20.733 --> 00:56:21.735
I'm this is a problem that

00:56:21.775 --> 00:56:24.217
you have to own um uh I

00:56:24.237 --> 00:56:25.980
would say understand uh the

00:56:26.019 --> 00:56:27.101
assignment your assignments

00:56:27.161 --> 00:56:28.262
to find people you can help

00:56:28.322 --> 00:56:29.945
make feel better right just

00:56:29.985 --> 00:56:30.985
putting physical therapy on

00:56:31.025 --> 00:56:32.027
a sign and then waiting for

00:56:32.047 --> 00:56:33.289
people to show up and understand it

00:56:34.112 --> 00:56:36.315
doesn't work right that that

00:56:36.355 --> 00:56:37.596
doesn't always work and if

00:56:37.615 --> 00:56:38.677
you're only waiting on

00:56:38.717 --> 00:56:40.219
referrals I would be very

00:56:40.278 --> 00:56:40.978
nervous that's not a

00:56:41.018 --> 00:56:42.661
business model I only want

00:56:42.840 --> 00:56:44.121
to be in is just waiting

00:56:44.141 --> 00:56:45.503
around for other people to

00:56:45.523 --> 00:56:47.304
to tell you about you and I

00:56:47.324 --> 00:56:48.445
heard someone great

00:56:48.726 --> 00:56:50.106
eloquently explain it what

00:56:50.126 --> 00:56:51.068
happens when that referring

00:56:51.108 --> 00:56:52.429
provider gets his

00:56:52.489 --> 00:56:53.690
son-in-law you know

00:56:53.731 --> 00:56:54.670
daughter marries a guy

00:56:54.690 --> 00:56:55.913
who's a physical therapist

00:56:56.052 --> 00:56:57.454
in the same town you

00:56:57.773 --> 00:56:59.135
All that relationship is now gone.

00:56:59.434 --> 00:57:00.615
So under I'm not saying

00:57:00.675 --> 00:57:02.237
don't have relationships with people.

00:57:02.297 --> 00:57:03.416
I'm telling I'm telling you

00:57:03.436 --> 00:57:05.579
to have more relationships with people.

00:57:06.059 --> 00:57:06.898
And the way you do that is

00:57:06.918 --> 00:57:08.739
by listening and then communicating.

00:57:08.800 --> 00:57:09.900
That's my partial parting shot.

00:57:09.940 --> 00:57:10.922
Listen more than communicate.

00:57:10.961 --> 00:57:11.081
Right.

00:57:11.101 --> 00:57:11.942
Grandma says you got two

00:57:12.021 --> 00:57:12.742
ears and one mouth.

00:57:13.163 --> 00:57:14.224
Use them proportionately.

00:57:15.605 --> 00:57:16.806
We're back on Thursday.

00:57:17.045 --> 00:57:19.146
I will bring up this question.

00:57:19.248 --> 00:57:20.568
I'll keep it sort of anonymized,

00:57:20.608 --> 00:57:21.489
this business question.

00:57:21.528 --> 00:57:23.570
We'll do a segment called,

00:57:23.590 --> 00:57:24.492
What Would You Do?

00:57:25.132 --> 00:57:26.012
I'll tell a little story,

00:57:26.072 --> 00:57:27.873
give you the situation, then go, hey,

00:57:27.914 --> 00:57:28.635
what would you do in this

00:57:28.675 --> 00:57:29.735
situation to sort of

00:57:31.217 --> 00:57:33.659
over-serve or surprise and

00:57:33.719 --> 00:57:35.039
delight is the phrase that

00:57:35.059 --> 00:57:37.101
we use in marketing.

00:57:37.742 --> 00:57:38.603
Gentlemen, have a good week.

00:57:38.623 --> 00:57:39.844
We'll see you guys on Thursday.

00:57:39.884 --> 00:57:42.346
Subscribe, like, follow, the whole nine.