June 10, 2025

This Is How Physical Therapists Should REALLY Be Marketing in 2025

In this episode, the PT Pintcast crew — Jimmy, Dave Kittle, and Tony Maritato — unpack the difference between what PTs do and what they sell. Spoiler: It’s not shockwave therapy. From leveraging emotional branding to avoiding compliance pitfalls, this is the episode every growth-minded clinic owner needs.

Topics Covered:

How De Beers built billion-dollar meaning — and what PTs can learn from it
Why “primary care PT” might be a branding trap
How clinics like Rehab 2 Perform show (not tell) their value
The power of focusing your message to grow faster
A cautionary tale: $573,000 refunded due to a Medicare membership mistake

Connect with Us:

WEBVTT

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Good morning, healthcare hustlers.

00:00:10.567 --> 00:00:12.587
I got an intro today for you, Tony.

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Welcome to PT Breakfast Club,

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where the takes are hot,

00:00:15.228 --> 00:00:16.309
the coffee is iced,

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and the strategy hits

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harder than your last

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continuing education course.

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Today, we're diving into diamonds,

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controversy, and clinic content.

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Maybe he's too busy booking

00:00:25.934 --> 00:00:28.315
brand new patients to join us.

00:00:28.356 --> 00:00:28.916
Oh, no, here he is.

00:00:29.556 --> 00:00:30.115
We're gonna show you how to

00:00:30.155 --> 00:00:31.356
turn your big culture plays

00:00:31.376 --> 00:00:32.518
into real growth moments

00:00:32.997 --> 00:00:33.957
for your practice.

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Dave Kittle on cue.

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Talk about the Dave and the Dave arrives.

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So it's no secret that how

00:00:41.844 --> 00:00:43.347
we generate ideas for the

00:00:43.387 --> 00:00:44.829
show is a little bit like

00:00:44.868 --> 00:00:46.131
how Jimmy's brain works.

00:00:46.170 --> 00:00:48.012
I don't wanna throw you guys under the bus,

00:00:48.033 --> 00:00:49.655
but my brain is like sporadic.

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I see something in the moment,

00:00:51.258 --> 00:00:52.118
we throw it in the group

00:00:52.139 --> 00:00:53.680
chat and then we'll remember it later.

00:00:54.661 --> 00:00:56.381
Sometimes we'll sit down to go live,

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and Tony or Dave will be like,

00:00:57.783 --> 00:00:59.103
let's talk about that thing you suggested,

00:00:59.143 --> 00:00:59.362
Jimmy.

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And I'm like,

00:01:00.103 --> 00:01:01.183
I have no recollection of

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what you're talking about.

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But good thing we have the group chat.

00:01:03.783 --> 00:01:05.265
But this came in hot off the press.

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Were you sharing this this morning, Dave,

00:01:07.444 --> 00:01:09.566
the images?

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I don't want to go too far,

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so I want you to lead this off.

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Yeah, this morning.

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Perfect.

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All right.

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So set it up.

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I think it's brilliant.

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Even me, one eye,

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head still on pillow as I'm reading it,

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thought it was brilliant.

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So walk us through this.

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This is awesome.

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I think people can do this today.

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Well, you know,

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it's a free offer for new

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or current clients of ours

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to get a free treatment visit,

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but they have to,

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the only catch is that they get to,

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or they have to agree to

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video record the whole thing.

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Now I know Tony does a lot of this.

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We don't have,

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we have the brick and mortar in Manhattan,

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but it's kind of like a

00:01:46.194 --> 00:01:47.233
subletted situation.

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So we're still mostly home visits.

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I haven't had everyone sign

00:01:52.114 --> 00:01:52.935
the social media release

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upfront like Tony,

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but long story short is,

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um a month or a couple

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months ago spending a lot

00:01:58.296 --> 00:01:59.658
on google ads I can get a

00:01:59.697 --> 00:02:00.778
ton of leads I heard

00:02:00.817 --> 00:02:01.798
something from alex formosi

00:02:01.817 --> 00:02:03.978
and it like blew my mind it

00:02:03.998 --> 00:02:05.118
was very very something

00:02:05.140 --> 00:02:06.939
very simple okay there's

00:02:07.239 --> 00:02:08.281
there's leads and then

00:02:08.300 --> 00:02:10.121
there's engaged leads I can

00:02:10.181 --> 00:02:11.622
spend a ton of money on

00:02:11.641 --> 00:02:13.382
google ads and sometimes I

00:02:13.401 --> 00:02:14.763
do get our ideal client

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someone who's you know they

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they're looking for the

00:02:17.743 --> 00:02:18.804
best whatever they want the

00:02:18.824 --> 00:02:20.425
home visits they want what we offer

00:02:21.585 --> 00:02:22.384
then we also got to filter

00:02:22.405 --> 00:02:23.604
through the medicaid and

00:02:23.645 --> 00:02:25.265
the medicare you know leads

00:02:25.286 --> 00:02:26.425
that are just looking for

00:02:26.825 --> 00:02:28.947
the insurance-based uh

00:02:29.247 --> 00:02:30.926
offers so I sent to you

00:02:30.947 --> 00:02:31.986
guys a screenshot of what I

00:02:32.026 --> 00:02:32.806
just started sending out

00:02:32.907 --> 00:02:33.907
yesterday and last night

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it's a golden ticket you

00:02:35.647 --> 00:02:36.568
gotta name it right we've

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talked about it before um

00:02:39.269 --> 00:02:40.508
it's uh free treatment

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golden ticket let me pull

00:02:41.508 --> 00:02:42.188
it up because I'm on my

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phone so it's a little

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small so I made this on

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where do you think I got

00:02:46.009 --> 00:02:46.610
what do you think I made

00:02:46.629 --> 00:02:48.170
this by the way this digital offer

00:02:49.531 --> 00:02:52.693
chat gpt dolly canada chat

00:02:52.753 --> 00:02:54.754
gpt baby I made this from

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chat gbt I also by the way

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not a plug for them because

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they don't need it because

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they're a huge company I

00:03:00.239 --> 00:03:01.060
just signed up yesterday

00:03:01.099 --> 00:03:01.820
for the paid account

00:03:01.841 --> 00:03:02.841
because it was taking too

00:03:02.860 --> 00:03:03.801
long for them to generate

00:03:04.282 --> 00:03:06.704
these uh these images and I

00:03:06.723 --> 00:03:08.385
was like texting chat gbt

00:03:08.406 --> 00:03:10.788
like what's taking so long like you you

00:03:11.508 --> 00:03:12.769
Process my image, please.

00:03:13.610 --> 00:03:14.371
It's like waiting,

00:03:14.390 --> 00:03:15.211
and a lot of people are

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processing images.

00:03:16.913 --> 00:03:19.314
So I typed out the description of this.

00:03:19.955 --> 00:03:21.015
SatGPT made this.

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Is it on the screen?

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Can you show a full screen?

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There we go.

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All right, so full treatment,

00:03:26.600 --> 00:03:28.103
golden ticket, concierge pain relief,

00:03:28.122 --> 00:03:28.862
physical therapy,

00:03:29.783 --> 00:03:30.844
must agree to video

00:03:30.884 --> 00:03:31.925
recording for social media.

00:03:31.966 --> 00:03:33.146
This includes all treatments,

00:03:33.187 --> 00:03:34.788
including StemPod, cupping, taping,

00:03:34.829 --> 00:03:36.610
stretching, back cracking.

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Soft tissue, joint spine.

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It's our phone number,

00:03:40.832 --> 00:03:42.454
a QR code that links to our website.

00:03:43.194 --> 00:03:45.656
And, you know, four of twenty five,

00:03:45.695 --> 00:03:47.896
a little bit of, you know, scarcity,

00:03:50.959 --> 00:03:53.420
expiration date at the end of this month.

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So a little bit of urgency.

00:03:56.062 --> 00:03:57.903
I'm trying to utilize all

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the aspects that are often

00:04:02.407 --> 00:04:03.187
utilized or needed.

00:04:03.747 --> 00:04:06.188
And so I started to send this to friends,

00:04:06.229 --> 00:04:07.110
baseball buddies,

00:04:07.669 --> 00:04:08.670
folks that follow me on

00:04:08.830 --> 00:04:09.651
Instagram that are in the

00:04:09.691 --> 00:04:10.491
New York City area.

00:04:11.132 --> 00:04:13.153
And the other image that you

00:04:13.174 --> 00:04:14.735
shared was me basically

00:04:14.794 --> 00:04:17.036
sending this image to folks

00:04:17.096 --> 00:04:17.857
and saying like, hey,

00:04:18.076 --> 00:04:20.418
I know you're in the New York City area.

00:04:21.119 --> 00:04:23.100
This person, by the way, this screenshot,

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I've never met this person.

00:04:24.221 --> 00:04:24.641
So-

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You've never met this person?

00:04:26.502 --> 00:04:27.802
This is a cold message?

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So no,

00:04:29.225 --> 00:04:31.326
so this person has been following me.

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I never met them,

00:04:32.466 --> 00:04:33.708
but they've messaged me

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about like the baby.

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I don't even know how,

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if they're following,

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I don't know if it's a PT.

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I don't know if it's someone

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like in the M&A space,

00:04:40.733 --> 00:04:42.074
but they're in the New York City area.

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Wow.

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There was a little, no, listen,

00:04:45.637 --> 00:04:46.879
in March and April,

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there was a back and forth,

00:04:48.300 --> 00:04:49.120
but about random stuff,

00:04:49.139 --> 00:04:50.321
like about New York City and kids.

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I know, it's just so great though.

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Yeah.

00:04:53.187 --> 00:04:54.309
That doesn't make any sense,

00:04:54.348 --> 00:04:55.529
but it makes complete sense.

00:04:56.129 --> 00:04:58.471
Yeah, so like I, because I don't know,

00:04:58.492 --> 00:04:59.151
it's irrelevant,

00:04:59.192 --> 00:05:00.593
but like I was posting

00:05:00.632 --> 00:05:02.553
stories in March when we

00:05:02.574 --> 00:05:03.495
were doing like the baby's

00:05:03.514 --> 00:05:04.956
first birthday photos.

00:05:05.435 --> 00:05:07.718
And this person in the New

00:05:07.737 --> 00:05:08.437
York City area that follows

00:05:08.458 --> 00:05:10.620
me on Instagram was asking me like, hey,

00:05:10.660 --> 00:05:11.600
who's that photographer?

00:05:11.620 --> 00:05:12.240
And I was like, oh,

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she's on Staten Island.

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It's so-and-so, here's her name, whatever,

00:05:14.903 --> 00:05:15.202
whatever.

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That's how the conversation started.

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But then I just hit her with

00:05:18.225 --> 00:05:19.586
that DM last night.

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Like, hey,

00:05:20.687 --> 00:05:21.848
since you're in the New York City area,

00:05:21.889 --> 00:05:22.569
we're offering free

00:05:22.588 --> 00:05:23.531
treatments to new and

00:05:23.571 --> 00:05:25.052
existing clients who are

00:05:25.153 --> 00:05:26.314
okay with video recording

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the treatment for social media,

00:05:28.137 --> 00:05:28.778
house calls,

00:05:28.918 --> 00:05:30.860
or Midtown Manhattan office

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and the street address.

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Feel free to share with

00:05:33.244 --> 00:05:34.946
anyone nearby who's dealing with aches,

00:05:34.985 --> 00:05:35.826
pains, or stress.

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And then you can see what she says here.

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She goes, let me talk to my husband.

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He's got regular neck pain,

00:05:42.644 --> 00:05:43.745
so he could be interested,

00:05:43.805 --> 00:05:44.906
especially if it's a house call.

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Now, I don't know where they live.

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I'm assuming it's Manhattan,

00:05:47.149 --> 00:05:48.471
but obviously we'd have to

00:05:48.492 --> 00:05:49.613
clarify and confirm that.

00:05:49.934 --> 00:05:53.559
But I am stepping away from...

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Google ads.

00:05:55.341 --> 00:05:58.904
I am working on leveraged word of mouth,

00:05:58.944 --> 00:06:00.406
meaning physician marketing,

00:06:00.447 --> 00:06:01.648
concierge physicians that

00:06:01.668 --> 00:06:02.348
send us patients,

00:06:02.848 --> 00:06:04.050
those patients that do not

00:06:04.091 --> 00:06:06.593
bat an eye about our self-pay rate.

00:06:07.053 --> 00:06:07.875
And then I'm also,

00:06:08.055 --> 00:06:09.295
the folks that are kind of like,

00:06:10.281 --> 00:06:11.103
their twenties thirties

00:06:11.182 --> 00:06:12.283
forties like maybe they

00:06:12.343 --> 00:06:13.964
really can't or don't want

00:06:13.985 --> 00:06:14.786
they can't afford our

00:06:15.206 --> 00:06:16.447
offering or they don't want

00:06:16.466 --> 00:06:17.827
to do it those are the

00:06:17.848 --> 00:06:18.449
folks that are going to be

00:06:18.468 --> 00:06:20.810
on our social media uh

00:06:20.850 --> 00:06:22.132
getting treatment in their

00:06:22.172 --> 00:06:24.074
all in their home maybe

00:06:24.093 --> 00:06:24.853
they come to my home if I

00:06:24.874 --> 00:06:25.935
know them and we'll record

00:06:25.954 --> 00:06:27.396
it there and the idea is

00:06:27.415 --> 00:06:28.237
that I'm going to record

00:06:28.276 --> 00:06:28.838
this stuff I'm going to

00:06:28.858 --> 00:06:29.978
have my therapist porous

00:06:30.019 --> 00:06:31.800
meta being delivering the

00:06:31.819 --> 00:06:32.540
treatment I don't want to

00:06:32.560 --> 00:06:33.380
be in the videos

00:06:34.122 --> 00:06:35.303
I want to produce the content.

00:06:35.764 --> 00:06:36.446
And then in the future,

00:06:36.485 --> 00:06:37.367
if that works out well,

00:06:37.387 --> 00:06:38.769
then in the future it would be like, Hey,

00:06:38.829 --> 00:06:39.089
I got to,

00:06:39.250 --> 00:06:40.271
I'm going to hire like some

00:06:40.391 --> 00:06:41.333
videographer or whatever.

00:06:41.994 --> 00:06:43.095
And then you guys chop it up

00:06:43.136 --> 00:06:44.276
or send it to Jimmy McKay

00:06:44.297 --> 00:06:45.278
and his team or whatever.

00:06:45.298 --> 00:06:47.781
And this is, that's, that's the idea.

00:06:48.432 --> 00:06:49.995
Drew would kill at this, my buddy Drew,

00:06:50.175 --> 00:06:50.896
who's a videographer.

00:06:50.995 --> 00:06:52.177
Like, this is so smart.

00:06:52.216 --> 00:06:53.038
Like, I don't even know.

00:06:53.557 --> 00:06:53.699
Like,

00:06:53.738 --> 00:06:55.560
do I just be quiet or do I go through

00:06:55.581 --> 00:06:56.822
everything that I like about this?

00:06:56.882 --> 00:06:58.002
Like, do I just go like, hey,

00:06:58.062 --> 00:06:59.024
no notes or do I want to?

00:06:59.303 --> 00:07:00.024
Because you were pointing

00:07:00.105 --> 00:07:01.266
out all the elements, right?

00:07:01.326 --> 00:07:03.028
If we were if you were

00:07:03.468 --> 00:07:05.411
Donald Miller or if you were Seth Godin,

00:07:05.430 --> 00:07:06.732
you'd point out like the

00:07:06.812 --> 00:07:09.074
first thing you see in this message.

00:07:09.115 --> 00:07:09.915
Number one, it's gold.

00:07:10.115 --> 00:07:10.776
It stands out.

00:07:11.437 --> 00:07:12.637
right it's it's the golden

00:07:12.677 --> 00:07:14.017
ticket jimmy I wanna I

00:07:14.038 --> 00:07:14.658
wanna hear all your

00:07:14.678 --> 00:07:16.660
feedback let's go this I

00:07:16.680 --> 00:07:18.100
don't know feedback as much

00:07:18.141 --> 00:07:19.440
as just like chef's kiss

00:07:19.461 --> 00:07:21.141
man golden ticket I gotta

00:07:21.182 --> 00:07:22.163
see what what this is

00:07:22.343 --> 00:07:23.803
name's nice and big you you

00:07:23.843 --> 00:07:25.845
point it out it's it's

00:07:25.925 --> 00:07:27.305
pretty clear right like you

00:07:27.365 --> 00:07:28.625
drew me in the goal of the

00:07:28.665 --> 00:07:29.646
headline is to get me to

00:07:29.687 --> 00:07:30.687
read the next line the goal

00:07:30.706 --> 00:07:31.687
the next line is to get me

00:07:31.708 --> 00:07:33.189
to read one more line so

00:07:33.209 --> 00:07:34.670
you got me with free treatment

00:07:35.629 --> 00:07:36.250
That's my favorite.

00:07:36.290 --> 00:07:37.552
It's my second favorite F word.

00:07:37.591 --> 00:07:38.012
It's free.

00:07:39.733 --> 00:07:41.375
Golden Ticket, Concierge Pain Relief.

00:07:42.516 --> 00:07:45.298
I would say the only â no, free treatment.

00:07:45.699 --> 00:07:46.661
Four out of twenty-five

00:07:46.701 --> 00:07:47.942
makes it feel exclusive.

00:07:48.461 --> 00:07:49.622
The exploding offer

00:07:50.244 --> 00:07:52.446
expirations June thirtieth.

00:07:53.067 --> 00:07:55.007
Very clear two ways to engage,

00:07:55.028 --> 00:07:57.089
the QR code or the phone number.

00:07:57.750 --> 00:07:59.190
You used words that they use

00:07:59.291 --> 00:08:00.672
back cracking like that.

00:08:01.132 --> 00:08:02.351
That's not evidence based.

00:08:02.391 --> 00:08:03.612
We don't call it doesn't matter.

00:08:03.653 --> 00:08:04.153
They call it.

00:08:04.632 --> 00:08:05.112
I read it.

00:08:05.132 --> 00:08:06.134
I read it to my wife, Amy,

00:08:06.153 --> 00:08:06.694
who's also a PT.

00:08:06.733 --> 00:08:09.074
And she was like, she like she I was like,

00:08:09.115 --> 00:08:09.875
hey, what do you think of this?

00:08:09.915 --> 00:08:10.894
I had on my laptop and

00:08:10.935 --> 00:08:11.754
literally the only thing

00:08:11.814 --> 00:08:13.115
she said was back cracking.

00:08:13.456 --> 00:08:15.937
And I'm like, I know, I know, I know.

00:08:15.976 --> 00:08:17.817
But I get right spinal manipulation,

00:08:17.836 --> 00:08:20.038
but spinal adjustments.

00:08:20.437 --> 00:08:22.699
I'm just like, let me let me.

00:08:24.067 --> 00:08:25.769
just try to go fifth to

00:08:25.869 --> 00:08:26.930
eighth grade reading level.

00:08:27.009 --> 00:08:28.630
Like it's going to resonate

00:08:28.651 --> 00:08:29.891
the fastest with most people.

00:08:29.951 --> 00:08:31.452
They read it in two seconds.

00:08:31.473 --> 00:08:32.133
Like, come on.

00:08:32.173 --> 00:08:32.413
Yeah.

00:08:32.774 --> 00:08:33.474
So it's clear.

00:08:33.573 --> 00:08:34.315
It's concise.

00:08:34.434 --> 00:08:34.955
It's fun.

00:08:35.135 --> 00:08:35.696
It's different.

00:08:35.796 --> 00:08:36.416
It does not look,

00:08:36.897 --> 00:08:38.577
it does not taste medical,

00:08:38.898 --> 00:08:40.438
but it is right at its core.

00:08:40.458 --> 00:08:40.778
Like it's,

00:08:40.899 --> 00:08:42.200
it's physical therapy and then

00:08:42.299 --> 00:08:43.100
delivery method,

00:08:43.120 --> 00:08:45.522
like cold DMing people that

00:08:45.543 --> 00:08:46.163
you've already,

00:08:46.182 --> 00:08:47.244
it doesn't matter how you've,

00:08:47.604 --> 00:08:48.443
how they know you,

00:08:48.945 --> 00:08:50.225
how they like you or how

00:08:50.245 --> 00:08:51.206
they might trust you.

00:08:51.225 --> 00:08:51.626
You don't know.

00:08:52.307 --> 00:08:52.866
She does.

00:08:53.226 --> 00:08:53.488
Right.

00:08:53.687 --> 00:08:55.187
And we clipped her name out.

00:08:55.227 --> 00:08:55.388
Right.

00:08:55.408 --> 00:08:57.570
But it's such a great response.

00:08:57.649 --> 00:08:58.950
Thank you for that.

00:08:59.429 --> 00:09:00.291
I don't need this,

00:09:00.311 --> 00:09:02.091
but let me talk to my husband.

00:09:02.812 --> 00:09:04.533
Like she's going to she's now, you know,

00:09:04.572 --> 00:09:05.913
I call it like the running

00:09:05.953 --> 00:09:06.933
back is now carrying the

00:09:06.974 --> 00:09:08.674
ball past the defensive line.

00:09:08.975 --> 00:09:10.336
You're into the secondary now, man.

00:09:10.556 --> 00:09:12.677
She's now going to share this for you.

00:09:12.897 --> 00:09:13.677
You didn't have to beg.

00:09:13.956 --> 00:09:14.837
Share with your friends.

00:09:16.359 --> 00:09:18.100
Tag someone below who might need this,

00:09:18.220 --> 00:09:18.480
right?

00:09:18.500 --> 00:09:19.740
That's a cheesy way of doing it.

00:09:20.020 --> 00:09:21.923
She did it without you really asking.

00:09:21.942 --> 00:09:23.323
She was like, this sounds great.

00:09:23.403 --> 00:09:24.404
I understand what it is.

00:09:24.865 --> 00:09:25.765
I'm now going to share it

00:09:25.785 --> 00:09:27.826
with someone I obviously care about,

00:09:27.907 --> 00:09:28.388
my husband.

00:09:28.908 --> 00:09:33.432
So I would love, like, let's mark it down.

00:09:33.451 --> 00:09:34.692
Like two, three weeks from now,

00:09:34.731 --> 00:09:36.754
I want to see how many messages you sent,

00:09:37.053 --> 00:09:38.134
how many responses you got,

00:09:38.174 --> 00:09:39.155
and then how many videos

00:09:39.176 --> 00:09:40.297
you were able to shoot out of this.

00:09:40.716 --> 00:09:42.057
And then what the videos

00:09:42.077 --> 00:09:42.638
were able to bring.

00:09:42.677 --> 00:09:43.278
This is great.

00:09:43.499 --> 00:09:44.379
This is so easy.

00:09:44.438 --> 00:09:45.220
It's so easy, though.

00:09:45.240 --> 00:09:45.720
It's simple.

00:09:46.539 --> 00:09:47.640
Tony hasn't said a word.

00:09:47.660 --> 00:09:50.461
Tony is so quiet, I'm afraid.

00:09:50.721 --> 00:09:51.822
I'm about to get kicked off

00:09:51.863 --> 00:09:52.602
the show or something.

00:09:52.623 --> 00:09:54.083
What's going on?

00:09:54.124 --> 00:09:55.825
I've got a technical question.

00:09:56.945 --> 00:09:58.005
With the QR code,

00:09:58.025 --> 00:09:59.405
and I might have asked this before,

00:10:00.267 --> 00:10:02.167
I know you can scan it with your phone,

00:10:02.187 --> 00:10:04.148
but if the ticket's on the phone,

00:10:04.427 --> 00:10:06.750
does the QR code do anything?

00:10:07.190 --> 00:10:07.230
No.

00:10:08.490 --> 00:10:10.130
I haven't tried that aspect,

00:10:10.191 --> 00:10:12.530
but if they're getting the

00:10:12.572 --> 00:10:14.192
ticket on their phone,

00:10:15.572 --> 00:10:16.753
can you screenshot it?

00:10:17.452 --> 00:10:17.913
You can.

00:10:18.092 --> 00:10:19.214
It's four steps long.

00:10:19.374 --> 00:10:20.313
The only other thing I would

00:10:20.354 --> 00:10:22.073
say is if they respond,

00:10:22.274 --> 00:10:23.195
just drop the link there.

00:10:23.754 --> 00:10:25.095
that's it like the hyperlink

00:10:25.296 --> 00:10:26.855
right because I I was gonna

00:10:26.895 --> 00:10:28.196
knock like qr codes on

00:10:28.235 --> 00:10:29.277
phones but she could also

00:10:29.336 --> 00:10:30.797
show it to someone you can

00:10:30.836 --> 00:10:32.557
do it with google lens it's

00:10:32.577 --> 00:10:35.379
like four or five steps um

00:10:35.418 --> 00:10:36.139
so if I was gonna give a

00:10:36.219 --> 00:10:37.339
note it would be that but

00:10:37.379 --> 00:10:40.240
like but I think the qr

00:10:40.259 --> 00:10:42.301
code even if it's not like

00:10:42.400 --> 00:10:45.341
an effective whatever it

00:10:45.402 --> 00:10:48.023
still brings validation to it like

00:10:48.363 --> 00:10:49.724
Hey, this is a real thing.

00:10:50.144 --> 00:10:51.306
It's a real, you know,

00:10:51.546 --> 00:10:54.087
piece of paper or whatever.

00:10:54.128 --> 00:10:54.749
Like Jimmy said,

00:10:54.849 --> 00:10:56.691
I love the fact that it

00:10:56.750 --> 00:10:59.413
wasn't the person that got it.

00:10:59.592 --> 00:11:00.975
It was the person that got

00:11:00.995 --> 00:11:02.875
it is giving it to somebody else.

00:11:02.956 --> 00:11:04.998
That gifting effect I think

00:11:05.077 --> 00:11:06.940
is huge because same thing.

00:11:06.980 --> 00:11:09.221
Like if, if you sent me that,

00:11:09.761 --> 00:11:11.524
I would feel guilty using

00:11:11.604 --> 00:11:13.085
it because I don't want you

00:11:13.105 --> 00:11:14.746
to give me something for free because

00:11:14.886 --> 00:11:16.187
but then if I could take

00:11:16.227 --> 00:11:16.989
that and give it to

00:11:17.028 --> 00:11:19.471
somebody else now I feel

00:11:19.530 --> 00:11:20.912
like okay there's you know

00:11:21.412 --> 00:11:22.712
I'm not taking advantage of

00:11:22.773 --> 00:11:24.554
you but I'm giving it to

00:11:24.575 --> 00:11:25.816
somebody else who will use

00:11:25.855 --> 00:11:26.956
it I think there's huge

00:11:26.996 --> 00:11:30.419
value in that um I love the

00:11:30.460 --> 00:11:31.941
concept obviously I love

00:11:31.980 --> 00:11:33.461
video I love video of real

00:11:33.501 --> 00:11:35.403
people I could see taking

00:11:35.464 --> 00:11:37.065
something like this also as

00:11:37.085 --> 00:11:39.547
a reactivation campaign big time you know

00:11:39.927 --> 00:11:41.087
You go back and you look

00:11:41.107 --> 00:11:42.649
through your database and you're like,

00:11:42.750 --> 00:11:45.011
hey, John, it's been a couple of months.

00:11:45.152 --> 00:11:46.773
We're creating content.

00:11:46.793 --> 00:11:48.214
You had such a great story.

00:11:48.355 --> 00:11:49.394
I'd love to share it.

00:11:49.975 --> 00:11:51.177
Listen, we're doing a deal.

00:11:51.236 --> 00:11:51.977
Come on in.

00:11:52.258 --> 00:11:54.038
It's no cost to you as long

00:11:54.078 --> 00:11:55.200
as you let me record.

00:11:55.801 --> 00:11:58.363
And I want to create content

00:11:58.403 --> 00:11:59.183
from your story.

00:12:00.304 --> 00:12:01.245
I think this could be taken

00:12:01.265 --> 00:12:02.225
a hundred different ways.

00:12:03.171 --> 00:12:03.471
Yeah.

00:12:03.631 --> 00:12:05.013
I mean, so wait,

00:12:05.052 --> 00:12:05.653
how are you thinking about

00:12:05.734 --> 00:12:06.313
executing this?

00:12:06.375 --> 00:12:07.296
You're going to like, all right.

00:12:07.316 --> 00:12:08.437
So now you've got, let's say,

00:12:08.496 --> 00:12:09.477
ten people follow through

00:12:09.498 --> 00:12:10.339
and they're like, I'm in.

00:12:10.458 --> 00:12:10.938
Say less.

00:12:11.639 --> 00:12:13.142
Are you going to do this as one offs?

00:12:13.162 --> 00:12:13.842
Because now you've got to

00:12:13.883 --> 00:12:16.004
coordinate three people.

00:12:16.125 --> 00:12:16.586
Yeah.

00:12:16.605 --> 00:12:17.186
What's next?

00:12:17.846 --> 00:12:19.168
So so let's just say like,

00:12:19.207 --> 00:12:20.269
let's say if you two were

00:12:20.289 --> 00:12:21.049
in the New York City area

00:12:21.090 --> 00:12:22.251
and you replied to it, right?

00:12:22.591 --> 00:12:24.313
The idea is it's going to be a one off.

00:12:24.514 --> 00:12:26.274
so you know jimmy is the

00:12:26.674 --> 00:12:27.615
maybe jimmy the previous

00:12:27.654 --> 00:12:28.956
patient maybe jimmy is

00:12:28.995 --> 00:12:30.076
someone who I just dm

00:12:30.116 --> 00:12:31.317
because you follow me or

00:12:31.356 --> 00:12:32.638
whatever we know each other

00:12:32.697 --> 00:12:34.979
somehow so if I if I send

00:12:34.999 --> 00:12:36.178
this to jimmy mckay and

00:12:36.239 --> 00:12:37.460
jimmy replies like hey I'm

00:12:37.519 --> 00:12:39.541
interested the approach is

00:12:39.561 --> 00:12:40.201
we're going to tell them

00:12:40.260 --> 00:12:41.280
hey we're going to have

00:12:41.301 --> 00:12:42.721
them e-sign or in person

00:12:42.761 --> 00:12:43.883
signs whatever this social

00:12:43.903 --> 00:12:44.822
media release is which I'll

00:12:44.903 --> 00:12:46.303
also generate on chat gbt I

00:12:46.323 --> 00:12:47.484
don't I think I have one

00:12:47.524 --> 00:12:48.344
somewhere but I'll probably

00:12:48.364 --> 00:12:48.985
have to do another one

00:12:49.684 --> 00:12:50.745
So Jimmy signs that.

00:12:51.647 --> 00:12:52.527
He gets the free treatment.

00:12:52.547 --> 00:12:54.609
Now, I would also sidebar,

00:12:54.629 --> 00:12:55.469
I want to get your feedback

00:12:55.690 --> 00:12:59.172
on the pros and cons of doing the normal,

00:13:00.192 --> 00:13:01.274
the normal, normal,

00:13:01.714 --> 00:13:02.754
nerdy physical therapy

00:13:02.794 --> 00:13:03.755
evaluation and treatment,

00:13:03.956 --> 00:13:06.298
or do you just do all the highlighted,

00:13:06.677 --> 00:13:06.878
you know,

00:13:06.937 --> 00:13:08.719
stim pod and maybe an adjustment

00:13:08.759 --> 00:13:10.301
or maybe some stretching or whatever,

00:13:10.721 --> 00:13:11.942
specifically for the camera,

00:13:11.981 --> 00:13:13.942
like where I'm telling my therapist, like,

00:13:13.962 --> 00:13:14.783
all right, do this, do this,

00:13:14.803 --> 00:13:15.825
and I'm doing different angles,

00:13:16.205 --> 00:13:16.905
because then the

00:13:17.505 --> 00:13:19.067
the patient or client like

00:13:19.827 --> 00:13:21.269
we benefit from the content

00:13:21.589 --> 00:13:22.229
but then the patient and

00:13:22.249 --> 00:13:22.929
client like are they

00:13:22.990 --> 00:13:24.091
actually getting the real

00:13:24.150 --> 00:13:25.711
experience or yeah jimmy's

00:13:25.731 --> 00:13:26.673
saying maybe I can do both

00:13:26.692 --> 00:13:28.094
ways do both like because

00:13:28.153 --> 00:13:29.715
number one this is a sell

00:13:30.054 --> 00:13:31.035
like you are selling to

00:13:31.056 --> 00:13:32.417
this one person like

00:13:32.437 --> 00:13:33.017
correct yeah they've

00:13:33.037 --> 00:13:34.678
already sort of half like

00:13:34.778 --> 00:13:35.938
sold but like I'd love to

00:13:35.979 --> 00:13:36.960
see like hey I gave this

00:13:37.000 --> 00:13:38.441
free treatment which a lot

00:13:38.461 --> 00:13:39.701
of times I'm against like

00:13:39.782 --> 00:13:40.743
people are against right

00:13:40.982 --> 00:13:41.823
I've been against it I've

00:13:42.244 --> 00:13:43.225
been against it forever but

00:13:43.845 --> 00:13:45.866
there was because even if

00:13:45.886 --> 00:13:47.768
this is a zero it's able to

00:13:47.928 --> 00:13:48.808
also generate something

00:13:48.869 --> 00:13:49.889
else so that's why I'm one

00:13:49.929 --> 00:13:51.150
thousand percent okay okay

00:13:51.171 --> 00:13:52.932
with it I say you do your

00:13:53.013 --> 00:13:54.573
regular stuff and then and

00:13:54.594 --> 00:13:55.374
then you can choose what

00:13:55.413 --> 00:13:57.775
you share uh different

00:13:57.796 --> 00:13:58.376
places because you're

00:13:58.576 --> 00:14:00.077
you're giving an experience

00:14:00.437 --> 00:14:01.239
and you're sharing

00:14:01.458 --> 00:14:02.299
everything so I would say

00:14:02.539 --> 00:14:03.461
if I got you for an hour

00:14:03.821 --> 00:14:06.003
share and do and shoot everything

00:14:08.010 --> 00:14:08.671
And it's going to be it's

00:14:08.691 --> 00:14:09.292
going to be one or two

00:14:09.351 --> 00:14:11.913
visits with that with with Jimmy.

00:14:12.453 --> 00:14:14.115
It's not going to be an ongoing one.

00:14:14.134 --> 00:14:14.735
That's smart.

00:14:15.216 --> 00:14:16.256
Maybe maybe one or two.

00:14:16.517 --> 00:14:17.477
It's not going to be more than that.

00:14:17.498 --> 00:14:19.519
But then if they so that the

00:14:19.558 --> 00:14:20.539
idea would then to convert

00:14:20.580 --> 00:14:21.441
like how many of these

00:14:21.461 --> 00:14:22.922
folks can we convert to a

00:14:22.961 --> 00:14:23.982
full plan of care to

00:14:24.082 --> 00:14:25.163
whether we we check their

00:14:25.182 --> 00:14:26.283
out of network insurance benefits?

00:14:26.303 --> 00:14:27.245
If they don't have out of network,

00:14:27.725 --> 00:14:29.105
then can we sell them a package?

00:14:29.145 --> 00:14:30.427
Can we sell them the self pay rate,

00:14:30.466 --> 00:14:30.748
whatever?

00:14:31.388 --> 00:14:33.673
but more folks with

00:14:33.712 --> 00:14:34.595
service-based businesses

00:14:34.615 --> 00:14:36.460
will then convert because

00:14:36.500 --> 00:14:37.923
they've actually experienced

00:14:39.056 --> 00:14:40.736
the value of what we do the

00:14:40.797 --> 00:14:41.876
convenience like oh someone

00:14:41.897 --> 00:14:43.357
came here they showed up

00:14:43.577 --> 00:14:44.258
they came to my home

00:14:44.278 --> 00:14:45.119
they're presentable they're

00:14:45.158 --> 00:14:45.938
professional they know what

00:14:45.958 --> 00:14:47.019
they're talking about oh

00:14:47.340 --> 00:14:49.020
and I felt five or ten or

00:14:49.041 --> 00:14:50.441
twenty percent better in in

00:14:50.480 --> 00:14:52.501
the first hour so then if

00:14:52.522 --> 00:14:53.863
they have some issue later

00:14:53.962 --> 00:14:55.264
also like let's say six

00:14:55.303 --> 00:14:55.903
months twelve months down

00:14:55.923 --> 00:14:56.484
the line if they have an

00:14:56.543 --> 00:14:58.125
injury whatever back pain

00:14:58.585 --> 00:14:59.404
then who are they going to

00:14:59.424 --> 00:15:00.645
call first they're going to

00:15:00.666 --> 00:15:01.907
call someone who already

00:15:01.947 --> 00:15:02.626
treated them right

00:15:03.313 --> 00:15:04.774
and if someone they know

00:15:04.914 --> 00:15:05.975
just like this woman did

00:15:05.995 --> 00:15:06.836
with her husband it's like

00:15:07.115 --> 00:15:08.356
I went with this guy dave

00:15:08.496 --> 00:15:09.697
I'm good actually that's

00:15:09.716 --> 00:15:10.878
the problem is I'm good but

00:15:11.118 --> 00:15:15.460
go with this guy um okay I

00:15:15.500 --> 00:15:16.679
would go the only thing I

00:15:16.701 --> 00:15:17.961
would suggest and you might

00:15:17.980 --> 00:15:19.162
have already done this is I

00:15:19.182 --> 00:15:20.601
would go into it with at

00:15:20.642 --> 00:15:22.582
least the idea of what are

00:15:22.623 --> 00:15:23.844
three to five different

00:15:23.884 --> 00:15:25.085
videos I want to get out of

00:15:25.144 --> 00:15:27.346
it give the give the shooter

00:15:28.450 --> 00:15:29.270
a shot sheet.

00:15:29.791 --> 00:15:31.831
Like I need totally, you know what I mean?

00:15:31.871 --> 00:15:33.133
Like I need, I need this, I need this.

00:15:33.173 --> 00:15:34.013
And this way you can sort of

00:15:34.092 --> 00:15:35.134
check off and it's not,

00:15:35.153 --> 00:15:35.813
cause I've been there.

00:15:35.913 --> 00:15:37.394
Listen, I I'm pretty good at winging it.

00:15:37.716 --> 00:15:38.655
But then when you get to sit

00:15:38.696 --> 00:15:39.355
down later and you're

00:15:39.417 --> 00:15:40.136
editing and you're like,

00:15:40.197 --> 00:15:42.238
I don't have that shot sucks,

00:15:42.337 --> 00:15:43.719
like sucks to be you, you can't do it.

00:15:44.038 --> 00:15:45.539
So I would say go in with a shot sheet.

00:15:45.980 --> 00:15:46.360
And again,

00:15:46.421 --> 00:15:47.981
you can generate that with AI too,

00:15:48.182 --> 00:15:48.761
which would be great.

00:15:48.802 --> 00:15:49.802
Hey, give it the setup.

00:15:49.863 --> 00:15:51.403
Hey, you know, keep that thread.

00:15:51.783 --> 00:15:53.044
And this way the GPT all

00:15:53.205 --> 00:15:54.304
like understands the whole

00:15:54.345 --> 00:15:55.666
concept and they can

00:15:55.706 --> 00:15:56.687
generate the shot sheet.

00:15:57.307 --> 00:15:58.908
Then you can show them what footage I mean,

00:15:59.188 --> 00:16:00.048
you can explain what

00:16:00.089 --> 00:16:00.889
footage you have and it

00:16:00.909 --> 00:16:01.971
could probably help you edit.

00:16:02.110 --> 00:16:02.350
I mean,

00:16:02.692 --> 00:16:03.652
this is where this is where a

00:16:03.692 --> 00:16:04.812
really skilled videographer

00:16:04.852 --> 00:16:07.355
is worth their weight in gold.

00:16:07.375 --> 00:16:09.998
Yeah, we you know, we grab clips.

00:16:11.078 --> 00:16:12.720
I kind of know in my head, OK,

00:16:12.899 --> 00:16:14.240
I want to get a little I

00:16:14.260 --> 00:16:15.903
want to get some shockwave stuff today.

00:16:15.923 --> 00:16:17.604
I want to get some new fit stuff today.

00:16:17.624 --> 00:16:19.586
I want to get the blaze pods or whatever.

00:16:22.043 --> 00:16:24.405
It's a combination of I know

00:16:24.426 --> 00:16:25.645
what I want to do with this

00:16:25.765 --> 00:16:27.187
particular patient.

00:16:27.988 --> 00:16:29.969
And then it goes into I know

00:16:30.009 --> 00:16:32.429
what shot I want to get for social media.

00:16:34.030 --> 00:16:36.091
So it is a little back and forth.

00:16:36.131 --> 00:16:38.754
Now, this is brand new for your people.

00:16:39.594 --> 00:16:41.855
I guarantee it's gonna be uncomfortable,

00:16:41.914 --> 00:16:42.875
it's gonna be awkward,

00:16:42.934 --> 00:16:43.995
it's gonna be a lot of

00:16:44.076 --> 00:16:46.636
wasted footage and stuff,

00:16:46.697 --> 00:16:48.236
but that's just kind of the

00:16:48.297 --> 00:16:50.378
learning process and going through it.

00:16:52.018 --> 00:16:53.458
But like Jimmy said,

00:16:53.839 --> 00:16:55.580
I would focus on the person that's there

00:16:56.447 --> 00:16:58.928
The content will will create

00:16:58.969 --> 00:17:00.149
itself basically.

00:17:00.870 --> 00:17:04.192
And then the primary objective is, hey,

00:17:04.231 --> 00:17:05.712
let's create something that

00:17:05.792 --> 00:17:07.193
is unique that nobody else

00:17:07.253 --> 00:17:09.115
is showing or has shown.

00:17:09.934 --> 00:17:11.976
And then if we get a client

00:17:12.036 --> 00:17:14.178
out of this long term, even better,

00:17:14.298 --> 00:17:14.718
even better.

00:17:14.897 --> 00:17:15.838
Yeah, it's a great idea.

00:17:16.519 --> 00:17:17.578
And the fact that it has a name,

00:17:17.660 --> 00:17:19.480
it is the golden ticket.

00:17:19.901 --> 00:17:20.881
I really want to hear

00:17:20.921 --> 00:17:22.521
somebody in the audience who's like, okay,

00:17:22.561 --> 00:17:24.163
I'll do this too, and we can test.

00:17:24.502 --> 00:17:25.784
This is science, baby.

00:17:26.223 --> 00:17:28.025
It's like if Dave gets great results,

00:17:28.045 --> 00:17:28.525
you'd be like, well,

00:17:28.545 --> 00:17:29.385
he's in New York City.

00:17:29.425 --> 00:17:30.306
It wouldn't work here.

00:17:30.326 --> 00:17:30.906
I'm like, good.

00:17:31.047 --> 00:17:32.086
I want six people.

00:17:32.827 --> 00:17:33.988
I want someone in Iowa.

00:17:34.167 --> 00:17:35.449
Like, you know, we always bag on Iowa.

00:17:35.808 --> 00:17:37.369
I want someone from Iowa to be like,

00:17:37.410 --> 00:17:38.451
it didn't take this to work.

00:17:38.490 --> 00:17:39.411
You always bag on Iowa.

00:17:39.451 --> 00:17:40.231
We don't mention Iowa at all.

00:17:40.251 --> 00:17:41.392
Guilty by association, man.

00:17:41.412 --> 00:17:42.553
Guilty by association.

00:17:42.673 --> 00:17:42.752
Yeah.

00:17:45.188 --> 00:17:45.768
So this is great.

00:17:45.807 --> 00:17:46.568
It's the golden ticket.

00:17:46.588 --> 00:17:49.450
So wait, you did this when?

00:17:49.609 --> 00:17:49.770
Like,

00:17:50.151 --> 00:17:52.031
let's just talk like the final thoughts.

00:17:52.571 --> 00:17:53.472
All yesterday.

00:17:53.532 --> 00:17:54.113
All yesterday.

00:17:54.153 --> 00:17:54.313
Good.

00:17:54.353 --> 00:17:55.374
So it's like just starting.

00:17:56.334 --> 00:17:58.355
How many actual people responded?

00:17:58.575 --> 00:17:59.316
Like actually was like,

00:17:59.435 --> 00:18:00.576
let me think about it, of course.

00:18:02.037 --> 00:18:04.939
I mean, I don't know, five so far.

00:18:04.999 --> 00:18:05.159
I mean,

00:18:05.298 --> 00:18:07.000
I probably sent it to like ten or

00:18:07.019 --> 00:18:07.359
fifteen.

00:18:07.380 --> 00:18:08.221
Like the response rate is

00:18:08.280 --> 00:18:10.602
huge already because most of the people,

00:18:10.622 --> 00:18:11.843
they're already following me or know me.

00:18:11.883 --> 00:18:13.884
I didn't send it to like cold people.

00:18:14.194 --> 00:18:14.355
Yes,

00:18:15.694 --> 00:18:18.516
you earned their attention at stage one,

00:18:18.955 --> 00:18:19.915
and now you're converting

00:18:19.935 --> 00:18:21.776
that attention in an active way,

00:18:21.836 --> 00:18:24.237
not a passive way.

00:18:24.257 --> 00:18:26.096
Do you want to see how I

00:18:26.136 --> 00:18:28.478
actually started to use

00:18:28.498 --> 00:18:29.698
this with someone on

00:18:29.738 --> 00:18:32.618
Instagram that had not even

00:18:32.659 --> 00:18:33.378
followed me yesterday.

00:18:33.419 --> 00:18:34.558
They just commented something.

00:18:34.838 --> 00:18:36.338
If you want to pull it up on Instagram.

00:18:37.179 --> 00:18:37.380
Yeah.

00:18:37.400 --> 00:18:39.359
Can you send it to me on your Instagram?

00:18:40.193 --> 00:18:40.433
Oh yeah.

00:18:40.473 --> 00:18:41.575
On concierge pain relief.

00:18:41.974 --> 00:18:42.115
Yeah.

00:18:42.195 --> 00:18:43.896
Like a comment, a comment.

00:18:43.936 --> 00:18:45.798
And then how I took the comment into DM.

00:18:45.857 --> 00:18:47.219
I'm not going to show the DM,

00:18:47.240 --> 00:18:48.200
but it's like the same DM

00:18:48.240 --> 00:18:49.181
as what we showed earlier.

00:18:49.820 --> 00:18:51.682
And so while he's, while he's doing that,

00:18:51.722 --> 00:18:53.403
let me ask you, go back.

00:18:53.443 --> 00:18:54.484
I don't know if you said it.

00:18:54.684 --> 00:18:55.986
Why do you want to move away

00:18:56.006 --> 00:18:57.928
from Google ads and, and that stuff?

00:18:59.723 --> 00:19:02.445
Because I'm not getting a

00:19:02.486 --> 00:19:04.326
sufficient amount of ideal

00:19:04.586 --> 00:19:06.327
patients and clients from,

00:19:06.909 --> 00:19:08.128
I'm not getting engaged leads.

00:19:08.209 --> 00:19:08.730
I mean,

00:19:09.390 --> 00:19:11.531
sometimes we get someone that is

00:19:11.571 --> 00:19:13.653
the ideal client, but for whatever reason,

00:19:13.692 --> 00:19:15.153
like there's just more of

00:19:15.193 --> 00:19:17.355
this trust of either the

00:19:17.414 --> 00:19:18.336
leverage word of mouth from

00:19:18.435 --> 00:19:19.537
a concierge physician,

00:19:20.096 --> 00:19:20.998
or it's the word of mouth,

00:19:21.018 --> 00:19:23.378
like the thing with, you know,

00:19:23.398 --> 00:19:24.740
knowing people that we've

00:19:24.759 --> 00:19:25.461
treated in the past and

00:19:25.480 --> 00:19:28.281
they refer us like internal word of mouth,

00:19:28.321 --> 00:19:28.762
organic.

00:19:29.843 --> 00:19:31.064
And then also the social media stuff.

00:19:31.104 --> 00:19:33.105
So this digital offer is

00:19:33.145 --> 00:19:34.606
kind of like I'm trying and

00:19:34.626 --> 00:19:36.627
then the video stuff that

00:19:36.667 --> 00:19:37.788
Tony has been doing forever,

00:19:38.169 --> 00:19:39.150
like I want to do more of

00:19:39.190 --> 00:19:41.310
that and I've seen the benefit of it.

00:19:41.912 --> 00:19:43.952
And so I want to have more

00:19:44.032 --> 00:19:46.174
investments in these other

00:19:46.214 --> 00:19:48.096
places that what I'm really

00:19:48.115 --> 00:19:49.977
finding out is, and another company,

00:19:50.017 --> 00:19:50.518
Pravadas,

00:19:51.038 --> 00:19:51.518
home care,

00:19:51.837 --> 00:19:52.998
like they're a self paid nursing

00:19:53.038 --> 00:19:53.919
company in New York City,

00:19:54.439 --> 00:19:55.138
they send me patients,

00:19:55.159 --> 00:19:56.898
they also don't bat an eye

00:19:57.140 --> 00:19:58.680
on their ideal client,

00:19:58.720 --> 00:19:59.660
like when when they hear

00:19:59.779 --> 00:20:01.039
our offer or the dollar amount,

00:20:01.059 --> 00:20:02.401
they're like, Alright, fine, no problem.

00:20:03.040 --> 00:20:03.421
All right.

00:20:03.861 --> 00:20:04.701
Can you can you scroll?

00:20:05.000 --> 00:20:05.882
Can you scroll down a little

00:20:05.922 --> 00:20:07.241
bit to there's like a

00:20:07.261 --> 00:20:08.061
there's like a quadricep?

00:20:08.082 --> 00:20:10.022
Right here you go.

00:20:10.063 --> 00:20:11.002
No, no, a little bit lower.

00:20:12.184 --> 00:20:13.728
How often do you post on this account,

00:20:13.827 --> 00:20:14.548
this Instagram?

00:20:14.990 --> 00:20:16.231
Not enough, not enough.

00:20:16.952 --> 00:20:17.713
Is this the, I mean,

00:20:17.734 --> 00:20:18.675
look at the knee here.

00:20:18.756 --> 00:20:20.259
Keep going a little bit lower, sorry.

00:20:20.558 --> 00:20:20.759
Here?

00:20:20.779 --> 00:20:21.681
Yeah, right there to the left.

00:20:22.871 --> 00:20:24.111
All right, so this is public.

00:20:24.551 --> 00:20:26.192
So you can see in the comments,

00:20:27.771 --> 00:20:28.472
Susan Chang.

00:20:28.492 --> 00:20:29.333
Right here.

00:20:29.353 --> 00:20:31.394
So she just commented yesterday, wow,

00:20:32.094 --> 00:20:34.114
is this injected and then stimulated?

00:20:34.253 --> 00:20:35.315
And obviously, it's not.

00:20:35.394 --> 00:20:37.535
So what's interesting is that user,

00:20:37.575 --> 00:20:40.135
that person, Susan, on her account,

00:20:40.175 --> 00:20:41.675
she's posting this.

00:20:42.676 --> 00:20:43.817
All her content is about,

00:20:43.997 --> 00:20:44.737
she recently toured,

00:20:44.797 --> 00:20:47.657
and she was working at some

00:20:47.798 --> 00:20:49.358
New York City corporate

00:20:49.398 --> 00:20:50.038
company or whatever.

00:20:50.898 --> 00:20:52.039
And she commented on this

00:20:52.099 --> 00:20:53.619
other orthopedic surgeon's

00:20:53.880 --> 00:20:54.661
Instagram account.

00:20:55.060 --> 00:20:56.961
And I saw her comment on his account.

00:20:57.041 --> 00:20:58.521
I clicked into her page.

00:20:58.902 --> 00:21:01.502
And I just liked one or two of her posts.

00:21:02.364 --> 00:21:04.023
And then hours later, I look at Instagram.

00:21:04.324 --> 00:21:05.444
She commented this.

00:21:06.224 --> 00:21:08.405
She commented on another Stimpod video.

00:21:08.465 --> 00:21:10.106
So the video that I posted on Stimpod,

00:21:10.146 --> 00:21:11.007
Tony's been saying, hey,

00:21:11.307 --> 00:21:12.587
I got to post more videos of Stimpod.

00:21:12.647 --> 00:21:14.548
I got maybe two or three or something.

00:21:15.189 --> 00:21:15.848
And she was asking,

00:21:15.888 --> 00:21:17.410
is this like an injection and stimulation,

00:21:17.430 --> 00:21:17.750
whatever?

00:21:18.329 --> 00:21:20.211
And so if you see my response here,

00:21:21.330 --> 00:21:23.531
To her, I go, hi, Susan,

00:21:23.551 --> 00:21:24.673
sorry to hear about your ACL.

00:21:24.772 --> 00:21:25.893
No, it's not an injection.

00:21:25.933 --> 00:21:27.294
This is non-invasive.

00:21:27.773 --> 00:21:29.095
It's the stem pod for nerve pain,

00:21:29.115 --> 00:21:29.895
muscle stimulation,

00:21:29.955 --> 00:21:30.655
overall blood flow and

00:21:30.675 --> 00:21:32.576
circulation and healing.

00:21:33.037 --> 00:21:34.998
Interested in trying it out on your quad,

00:21:35.699 --> 00:21:36.338
question mark.

00:21:36.479 --> 00:21:38.599
And so then she's like, yeah,

00:21:38.680 --> 00:21:39.280
I'm interested.

00:21:39.421 --> 00:21:39.901
Absolutely.

00:21:39.961 --> 00:21:41.362
So then I DM'd her.

00:21:44.262 --> 00:21:46.785
I DM'd her like, hey, here's how we can,

00:21:46.964 --> 00:21:48.244
like, if you're interested, here's what,

00:21:48.326 --> 00:21:48.486
you know,

00:21:48.506 --> 00:21:49.865
we'll send you more information tomorrow,

00:21:49.885 --> 00:21:50.446
which is today.

00:21:51.496 --> 00:21:52.737
And after speaking with her,

00:21:52.777 --> 00:21:53.978
that was part of the

00:21:54.018 --> 00:21:56.078
impetus to make this digital,

00:21:56.940 --> 00:21:58.560
the golden ticket, the free offer,

00:21:58.601 --> 00:21:59.281
the free treatment,

00:21:59.821 --> 00:22:01.222
because I think she's

00:22:01.303 --> 00:22:02.144
posting other content

00:22:02.183 --> 00:22:04.045
around she got laid off or

00:22:04.085 --> 00:22:05.086
something at her corporate job.

00:22:05.105 --> 00:22:06.287
So it's like she might not

00:22:06.307 --> 00:22:07.748
have the funds or the insurance anyway.

00:22:07.768 --> 00:22:08.248
So it's like, hey,

00:22:08.268 --> 00:22:09.709
she's probably going to be

00:22:09.729 --> 00:22:10.869
a candidate that's going to say yes,

00:22:10.890 --> 00:22:11.570
because she's already

00:22:11.611 --> 00:22:12.932
commenting on surgeons

00:22:13.771 --> 00:22:16.016
uh a surgeon's profile on

00:22:16.076 --> 00:22:17.898
instagram so she's going to

00:22:17.919 --> 00:22:19.221
be a candidate to then post

00:22:19.280 --> 00:22:20.323
and maybe she'll post it on

00:22:20.363 --> 00:22:21.144
her account now she's got a

00:22:21.184 --> 00:22:22.105
couple thousand followers

00:22:22.145 --> 00:22:24.769
nothing crazy but it's like locals so

00:22:25.866 --> 00:22:26.346
Also,

00:22:26.366 --> 00:22:27.708
a great way to slide into people's

00:22:27.748 --> 00:22:29.367
DMs if you're a single

00:22:29.428 --> 00:22:30.909
person is showing value and

00:22:30.929 --> 00:22:32.308
then just following up in the DMs.

00:22:32.650 --> 00:22:33.190
Also, Tony,

00:22:33.230 --> 00:22:34.450
I noticed you did not get the

00:22:34.509 --> 00:22:35.411
early morning memo that

00:22:35.451 --> 00:22:36.371
we're going with the white

00:22:36.431 --> 00:22:37.550
V-neck t-shirt today.

00:22:37.570 --> 00:22:39.392
I didn't know if you didn't notice that,

00:22:39.451 --> 00:22:41.113
but Tony's going full follow-up.

00:22:41.153 --> 00:22:42.732
I'm liking this because the

00:22:43.133 --> 00:22:44.413
past several episodes,

00:22:44.433 --> 00:22:46.013
sometimes we're all wearing a dark shirt.

00:22:46.034 --> 00:22:46.634
Yeah, we're wearing...

00:22:48.296 --> 00:22:48.996
We're in spring.

00:22:49.057 --> 00:22:51.460
So yeah, we're like, hold on a second.

00:22:51.619 --> 00:22:53.382
I have a segment all ready to go,

00:22:53.962 --> 00:22:55.986
but we might go sideways here.

00:22:56.727 --> 00:22:57.788
Here's a crazy.

00:22:58.008 --> 00:23:00.632
And then I was look at this woman's,

00:23:01.152 --> 00:23:02.334
this is who you're just talking about.

00:23:02.374 --> 00:23:03.355
This is Susan Chang.

00:23:04.195 --> 00:23:04.836
Right.

00:23:04.855 --> 00:23:05.876
Two thousand followers.

00:23:06.037 --> 00:23:07.017
I have to follow her now,

00:23:07.137 --> 00:23:08.597
but that's not the amazing part.

00:23:09.199 --> 00:23:09.739
She is.

00:23:10.138 --> 00:23:11.619
I'm just barely looking at

00:23:11.640 --> 00:23:13.140
her content and she's doing

00:23:13.180 --> 00:23:15.441
like eleven weeks post-op.

00:23:15.761 --> 00:23:20.223
She's journaling Lockman test week ten.

00:23:20.364 --> 00:23:21.403
She's journaling her

00:23:21.443 --> 00:23:25.165
recovery from non-surgical stem cell ACL,

00:23:25.405 --> 00:23:27.007
ninety percent torn and recovery.

00:23:27.307 --> 00:23:29.367
So so she didn't have surgery then.

00:23:29.448 --> 00:23:29.728
Right.

00:23:29.847 --> 00:23:32.009
Non-surgical stem cell ACL

00:23:32.048 --> 00:23:33.450
recovery like that.

00:23:34.198 --> 00:23:40.785
You didn't engineer this, could you?

00:23:41.605 --> 00:23:43.528
You were looking for your golden ticket,

00:23:43.548 --> 00:23:44.269
which is brilliant.

00:23:44.388 --> 00:23:45.329
And you're looking to have

00:23:45.390 --> 00:23:47.531
people come on and show off

00:23:47.571 --> 00:23:49.294
in real time what you're doing.

00:23:50.471 --> 00:23:52.512
Could you now turn your

00:23:52.553 --> 00:23:55.974
client and get deeper permission and say,

00:23:56.035 --> 00:23:57.855
listen, you're an ideal person.

00:23:57.976 --> 00:23:59.896
Susan, you're the person I'm looking for.

00:24:00.037 --> 00:24:00.857
You're the needle in the

00:24:00.917 --> 00:24:02.097
stack of needles of people

00:24:02.117 --> 00:24:03.798
that I did golden ticket videos with.

00:24:04.539 --> 00:24:06.280
What I want to do now is I

00:24:06.300 --> 00:24:07.401
want to open a new

00:24:07.461 --> 00:24:09.041
Instagram account together.

00:24:09.383 --> 00:24:10.663
It's all about you.

00:24:11.123 --> 00:24:12.023
And now we're going to

00:24:12.084 --> 00:24:13.505
feature your recovery.

00:24:13.904 --> 00:24:15.365
You are now turning Susan.

00:24:15.405 --> 00:24:16.467
I mean, she's already doing it.

00:24:16.666 --> 00:24:17.788
But could you turn someone

00:24:17.887 --> 00:24:20.411
else into an avatar to now

00:24:20.590 --> 00:24:21.471
create content?

00:24:21.612 --> 00:24:22.291
Nothing on her.

00:24:22.451 --> 00:24:23.532
Nothing on her account says

00:24:23.573 --> 00:24:24.913
anything about concierge

00:24:24.933 --> 00:24:27.256
pain relief or Dave Kittle or anything.

00:24:27.336 --> 00:24:28.156
It's just Susan.

00:24:28.738 --> 00:24:30.239
And now when Susan's doing stuff,

00:24:30.278 --> 00:24:30.598
of course,

00:24:30.659 --> 00:24:31.759
Dave's videographer will be

00:24:31.779 --> 00:24:32.621
making all of it.

00:24:32.980 --> 00:24:33.760
Because Susan's like,

00:24:33.780 --> 00:24:34.442
I just want to show up and

00:24:34.461 --> 00:24:36.282
be Susan and get treatment

00:24:36.303 --> 00:24:37.763
for free because she just lost her job,

00:24:38.023 --> 00:24:39.223
but she wants the best treatment,

00:24:39.464 --> 00:24:40.164
and Dave's the guy.

00:24:40.484 --> 00:24:42.026
I'll do that in exchange for

00:24:42.445 --> 00:24:43.287
you're going to be a

00:24:43.346 --> 00:24:45.768
character in my documentary

00:24:45.807 --> 00:24:49.049
series that's real, raw, and gritty.

00:24:49.150 --> 00:24:51.050
It looks like Instagram videos.

00:24:51.270 --> 00:24:52.151
It is Instagram videos.

00:24:52.431 --> 00:24:54.092
Could you create your ideal

00:24:54.132 --> 00:24:56.834
patient a new account that Dave owns,

00:24:57.114 --> 00:24:58.875
that Susan's the star of,

00:24:59.973 --> 00:25:01.075
Do you see where I'm going with this?

00:25:01.756 --> 00:25:03.537
I absolutely love it.

00:25:03.717 --> 00:25:04.837
Tony already knows this.

00:25:05.097 --> 00:25:06.420
People already do this.

00:25:06.460 --> 00:25:08.121
People create accounts and they're like,

00:25:08.260 --> 00:25:09.422
I'm an MS warrior.

00:25:09.481 --> 00:25:11.604
I'm a Parkinson's soldier.

00:25:11.703 --> 00:25:13.625
I don't like people already do this.

00:25:13.665 --> 00:25:14.086
Right, Tony?

00:25:14.586 --> 00:25:14.906
Yeah.

00:25:15.547 --> 00:25:16.288
Without being paid,

00:25:16.327 --> 00:25:17.249
without being affiliated

00:25:17.269 --> 00:25:18.009
with any practice.

00:25:18.450 --> 00:25:18.869
Correct.

00:25:18.910 --> 00:25:19.190
Correct.

00:25:19.230 --> 00:25:20.632
They put time and effort into this.

00:25:21.172 --> 00:25:23.493
This isn't about social media.

00:25:23.854 --> 00:25:26.215
It's about media that is social.

00:25:26.317 --> 00:25:27.356
It's somebody doing

00:25:27.438 --> 00:25:28.377
something that they care

00:25:28.417 --> 00:25:30.119
about and they're willing to do it.

00:25:30.160 --> 00:25:31.881
And people document their recovery.

00:25:32.816 --> 00:25:33.395
All the time.

00:25:33.516 --> 00:25:34.256
I mean, I'm in a couple,

00:25:34.635 --> 00:25:36.076
a lot of times in neuro rehab,

00:25:36.096 --> 00:25:38.217
a lot of stroke Facebook

00:25:38.237 --> 00:25:39.916
groups that I'm in, spinal cord injury.

00:25:40.237 --> 00:25:41.416
It's people looking for community.

00:25:41.436 --> 00:25:42.018
And what do you do?

00:25:42.057 --> 00:25:42.978
You talk about the stuff you know.

00:25:43.438 --> 00:25:44.038
So this would be

00:25:44.157 --> 00:25:46.317
manufacturing a way for her

00:25:46.337 --> 00:25:47.397
to do that thing that she's

00:25:47.458 --> 00:25:48.038
already doing.

00:25:48.338 --> 00:25:49.898
But you could partner with

00:25:49.959 --> 00:25:51.058
Susan who's doing it now,

00:25:51.699 --> 00:25:53.078
or could you find someone

00:25:53.098 --> 00:25:54.779
and make them your star?

00:25:55.259 --> 00:25:56.519
Stop being the face.

00:25:56.839 --> 00:25:57.779
Make someone else the face.

00:25:57.900 --> 00:25:58.339
I don't know.

00:25:58.420 --> 00:25:59.441
There's a little effort there,

00:25:59.480 --> 00:26:02.161
but there could be a lot of payoff.

00:26:03.246 --> 00:26:05.567
Now, I would have assumed that account,

00:26:05.768 --> 00:26:09.430
she's promoting or selling

00:26:09.450 --> 00:26:13.553
or whatever the non-surgical offer.

00:26:13.573 --> 00:26:14.834
Maybe.

00:26:14.874 --> 00:26:15.753
She's got no link.

00:26:16.275 --> 00:26:17.075
There's no link.

00:26:17.635 --> 00:26:17.976
Yeah.

00:26:18.355 --> 00:26:19.156
Okay.

00:26:19.176 --> 00:26:20.557
I mean, from what I'm seeingâ¦

00:26:22.242 --> 00:26:25.865
And I'm just looking at the thumbnails.

00:26:26.067 --> 00:26:27.969
It appears it's a passion

00:26:28.009 --> 00:26:29.951
project like many of us are.

00:26:29.971 --> 00:26:31.551
Because she wants people to come along.

00:26:31.612 --> 00:26:32.593
Ten weeks since tearing,

00:26:32.633 --> 00:26:33.994
ninety percent of my ACL.

00:26:34.355 --> 00:26:35.155
Eight weeks since getting

00:26:35.215 --> 00:26:36.136
stem cell treatments.

00:26:36.477 --> 00:26:37.999
One week since passing Lachman's test.

00:26:38.459 --> 00:26:40.019
Like that's literally what she wrote.

00:26:40.638 --> 00:26:42.180
However, you know,

00:26:42.380 --> 00:26:43.880
Tony could absolutely be

00:26:43.920 --> 00:26:44.700
right at the same time.

00:26:44.980 --> 00:26:46.380
This could be a play where

00:26:46.440 --> 00:26:48.260
she gets a commission

00:26:48.280 --> 00:26:49.641
because she's not a provider.

00:26:50.020 --> 00:26:50.961
She could get a commission

00:26:51.000 --> 00:26:52.621
when she sparks up DM

00:26:52.661 --> 00:26:53.842
conversations with other

00:26:53.942 --> 00:26:55.922
potential ACL patients.

00:26:56.481 --> 00:26:57.662
And then she's like, oh,

00:26:57.761 --> 00:26:58.922
here's the place I use.

00:26:58.961 --> 00:26:59.663
Here's the surgeon.

00:26:59.702 --> 00:27:02.303
Here's the whatever, you know, stem cell.

00:27:02.563 --> 00:27:03.782
Here's where they got the stem cells.

00:27:03.823 --> 00:27:04.863
Here's their process, whatever.

00:27:04.923 --> 00:27:06.804
I'll send you the link or, you know,

00:27:06.824 --> 00:27:07.683
if you want more information.

00:27:08.064 --> 00:27:09.005
I can connect you, whatever.

00:27:09.305 --> 00:27:10.145
It could be.

00:27:10.346 --> 00:27:10.787
Who knows?

00:27:11.146 --> 00:27:14.589
Her account says day-by-day comeback.

00:27:17.638 --> 00:27:18.400
Does that mean she has to

00:27:18.440 --> 00:27:19.420
shoot a video every day?

00:27:19.881 --> 00:27:20.080
No.

00:27:20.500 --> 00:27:21.442
She could meet with Dave and

00:27:21.461 --> 00:27:23.182
his videographer for five

00:27:23.222 --> 00:27:24.042
hours and be like,

00:27:24.423 --> 00:27:25.263
see you in a month and a half,

00:27:25.304 --> 00:27:26.805
because we got a month and

00:27:26.825 --> 00:27:27.726
a half's worth of stuff.

00:27:27.746 --> 00:27:28.105
All right,

00:27:28.145 --> 00:27:29.287
we're going to meet you at the seaport.

00:27:29.326 --> 00:27:30.208
We're going to do a bunch of stuff.

00:27:30.248 --> 00:27:30.508
Great.

00:27:30.948 --> 00:27:31.608
Outfit change.

00:27:31.729 --> 00:27:32.449
All right, over here,

00:27:32.469 --> 00:27:33.630
we're going to do this, this, this, this,

00:27:33.650 --> 00:27:33.730
this.

00:27:34.190 --> 00:27:36.632
It's storytelling at its absolute finest.

00:27:37.153 --> 00:27:39.354
If it is subversive, if she is doing that,

00:27:39.413 --> 00:27:41.776
and whoever set this up, genius.

00:27:42.195 --> 00:27:42.876
If it's not,

00:27:43.096 --> 00:27:44.718
it's just a reason for you to

00:27:44.758 --> 00:27:46.138
do everything we just talked about.

00:27:46.910 --> 00:27:47.029
Hey,

00:27:47.130 --> 00:27:49.250
there's a ton of probably unemployed

00:27:49.391 --> 00:27:50.371
actors and actresses in New

00:27:50.391 --> 00:27:51.891
York City off-Broadway that

00:27:51.931 --> 00:27:53.332
are between gigs that are, you know,

00:27:53.352 --> 00:27:54.652
they can't make rent, whatever.

00:27:55.912 --> 00:27:56.673
This is acting.

00:27:57.893 --> 00:27:59.333
I thought I had the great

00:27:59.413 --> 00:28:00.634
idea today bringing this on.

00:28:00.814 --> 00:28:03.233
And Jimmy saw the idea and

00:28:03.294 --> 00:28:04.914
he yes and the idea.

00:28:05.115 --> 00:28:06.714
And let me anti-yes and that.

00:28:06.934 --> 00:28:10.415
Why hasn't an ATI, an Ivy Rehab,

00:28:10.776 --> 00:28:12.396
an Athletico already done this?

00:28:12.797 --> 00:28:14.096
Oh, they're two busy billing units.

00:28:14.116 --> 00:28:14.798
We've been through this.

00:28:14.938 --> 00:28:16.038
Well, I can also tell you why.

00:28:16.077 --> 00:28:17.337
They have marketing departments,

00:28:17.679 --> 00:28:20.298
but nobody gets fired for picking IBM.

00:28:20.598 --> 00:28:22.019
Nobody gets fired for going

00:28:22.059 --> 00:28:25.161
to Canva and finding the trending audio,

00:28:25.381 --> 00:28:26.621
and that's how we're going to grow.

00:28:27.020 --> 00:28:28.602
This is a bold idea that

00:28:28.662 --> 00:28:29.281
someone would need to put

00:28:29.301 --> 00:28:30.561
their balls on the line for

00:28:30.582 --> 00:28:33.363
because if it didn't work â

00:28:32.442 --> 00:28:32.702
right?

00:28:32.962 --> 00:28:33.182
They'd,

00:28:33.403 --> 00:28:36.025
they'd be looked upon poorly or you

00:28:36.045 --> 00:28:37.506
could do the status quo and

00:28:37.546 --> 00:28:38.787
you could get point two

00:28:38.826 --> 00:28:40.207
percent growth over time.

00:28:40.488 --> 00:28:41.567
Put your money in a savings

00:28:41.607 --> 00:28:42.808
account and watch it grow.

00:28:42.828 --> 00:28:43.929
It doesn't grow, right?

00:28:44.150 --> 00:28:44.470
This is,

00:28:44.670 --> 00:28:45.911
this is putting your guts out there.

00:28:46.030 --> 00:28:46.631
I don't know.

00:28:46.651 --> 00:28:47.951
You could, you could do six,

00:28:48.011 --> 00:28:50.593
like doing one of these,

00:28:50.752 --> 00:28:51.993
we'll call it a Susan, right?

00:28:52.013 --> 00:28:52.854
Your golden ticket.

00:28:52.933 --> 00:28:54.375
Then you find a Susan, you create a Susan,

00:28:54.836 --> 00:28:55.516
right?

00:28:55.536 --> 00:28:57.057
You could do ten of these and

00:28:57.946 --> 00:28:58.928
Like setting up the

00:28:58.988 --> 00:29:01.048
structure is the hard part.

00:29:01.569 --> 00:29:03.030
Getting more than one Susan

00:29:03.171 --> 00:29:04.432
is simpler because now you

00:29:04.471 --> 00:29:05.172
have the structure,

00:29:05.192 --> 00:29:06.512
you replicate it and

00:29:06.593 --> 00:29:07.713
everybody understands the playbook.

00:29:07.733 --> 00:29:08.214
It's just a little,

00:29:08.515 --> 00:29:10.757
Susan's our ACL avatar.

00:29:11.356 --> 00:29:13.759
Morty is our older adult who

00:29:13.979 --> 00:29:15.500
wants to still feed birds

00:29:15.519 --> 00:29:16.280
in the park and be able to

00:29:16.320 --> 00:29:17.361
go up and down subway stairs.

00:29:17.662 --> 00:29:19.163
You find your avatars and

00:29:19.182 --> 00:29:20.324
then you get out of their way.

00:29:20.864 --> 00:29:22.424
It'd be dumb for a major PT

00:29:22.444 --> 00:29:24.366
clinic or orthopedic surgeon,

00:29:24.507 --> 00:29:26.667
like something in before and after

00:29:27.528 --> 00:29:29.150
You were in the before and after business.

00:29:29.609 --> 00:29:30.309
Everybody keeps thinking

00:29:30.329 --> 00:29:31.309
we're the during business.

00:29:31.371 --> 00:29:31.750
No, dude,

00:29:31.770 --> 00:29:33.171
we're the before and after business.

00:29:33.530 --> 00:29:34.352
So I think this is a great

00:29:34.372 --> 00:29:35.352
idea and someone should steal it.

00:29:35.392 --> 00:29:36.692
I hope they do.

00:29:36.732 --> 00:29:37.353
Real quick,

00:29:37.573 --> 00:29:39.634
I think a little hack that Dave

00:29:39.894 --> 00:29:40.574
came up on,

00:29:40.614 --> 00:29:41.273
and I don't know if you

00:29:41.314 --> 00:29:42.255
realize it or not.

00:29:42.835 --> 00:29:45.415
I noticed this probably a year or two ago.

00:29:45.915 --> 00:29:48.436
When you start going to someone's profile,

00:29:48.696 --> 00:29:50.958
I believe your content is

00:29:51.018 --> 00:29:52.858
more likely to show up in their feed.

00:29:53.538 --> 00:29:56.621
So I can't target with paid

00:29:56.721 --> 00:29:58.522
ads one specific person,

00:29:59.242 --> 00:30:00.203
but if I go to their

00:30:00.423 --> 00:30:02.586
profile and start engaging

00:30:02.625 --> 00:30:03.486
with their content,

00:30:03.526 --> 00:30:04.767
looking at their content,

00:30:04.987 --> 00:30:06.407
my content is more likely

00:30:06.449 --> 00:30:07.910
to show up in their profile.

00:30:08.670 --> 00:30:11.211
And so if we take this to, okay,

00:30:11.290 --> 00:30:13.531
I want an orthopedic surgeon in my area.

00:30:13.711 --> 00:30:15.192
I want some other referral

00:30:15.252 --> 00:30:18.294
source or a specific patient population.

00:30:18.954 --> 00:30:21.135
I start visiting those profiles.

00:30:21.195 --> 00:30:23.116
I start engaging with their content.

00:30:23.196 --> 00:30:24.317
It's more likely that my

00:30:24.376 --> 00:30:26.998
content shows up for them organically.

00:30:27.679 --> 00:30:29.138
And now we start to get this

00:30:29.199 --> 00:30:29.980
back and forth.

00:30:30.640 --> 00:30:32.441
this just reinforces the

00:30:32.540 --> 00:30:33.881
idea that like dave do you

00:30:33.901 --> 00:30:34.881
have time to be like

00:30:34.922 --> 00:30:36.142
clicking on profiles and

00:30:36.182 --> 00:30:37.342
doing this like maybe now

00:30:37.382 --> 00:30:39.103
you do but like this you're

00:30:39.143 --> 00:30:40.262
starting to see where like

00:30:40.323 --> 00:30:41.403
this is enough to have

00:30:42.263 --> 00:30:43.423
maybe not a full-time role

00:30:43.463 --> 00:30:45.565
but a fractional role this

00:30:45.605 --> 00:30:46.424
is where I was playing with

00:30:46.444 --> 00:30:47.465
the idea yesterday with a

00:30:47.506 --> 00:30:48.246
buddy of mine I mentioned

00:30:48.266 --> 00:30:49.246
drew before drew's a buddy

00:30:49.266 --> 00:30:50.287
of mine who's done videos

00:30:50.326 --> 00:30:51.826
and photos for me for for

00:30:51.866 --> 00:30:52.948
years we worked together at

00:30:53.188 --> 00:30:54.867
an organization and now we

00:30:54.907 --> 00:30:56.148
sort of do stuff on the side together

00:30:57.133 --> 00:30:58.953
You might not have to hire Drew full-time.

00:30:59.913 --> 00:31:00.354
If Drew's like,

00:31:00.374 --> 00:31:01.193
I want to make a hundred

00:31:01.213 --> 00:31:02.115
thousand dollars a year.

00:31:02.255 --> 00:31:03.394
And Dave's like,

00:31:03.575 --> 00:31:04.095
I don't have a hundred

00:31:04.134 --> 00:31:05.276
thousand dollars to pay Drew.

00:31:05.736 --> 00:31:06.336
You'd be like, great.

00:31:06.476 --> 00:31:07.676
I get Drew one day a week.

00:31:07.856 --> 00:31:09.257
That's twenty grand a year.

00:31:09.477 --> 00:31:10.817
And you're like, twenty grand a year?

00:31:11.438 --> 00:31:12.698
What's that divided by twelve?

00:31:13.019 --> 00:31:14.898
So now you're a fractional videographer.

00:31:15.219 --> 00:31:15.619
And Drew's like,

00:31:15.680 --> 00:31:17.660
I got to find four Daves in four cities.

00:31:18.681 --> 00:31:20.820
And you hire Drew because Drew's like,

00:31:20.921 --> 00:31:22.162
I'm a videographer first.

00:31:23.188 --> 00:31:24.308
but I understand healthcare.

00:31:24.888 --> 00:31:27.111
And you get the benefit as a

00:31:27.191 --> 00:31:28.813
Dave when Drew's working

00:31:28.853 --> 00:31:30.374
for four other people of

00:31:30.394 --> 00:31:31.414
the stuff that he tried for

00:31:31.454 --> 00:31:32.434
them that didn't work.

00:31:32.816 --> 00:31:33.215
Don't do that.

00:31:33.296 --> 00:31:34.196
We tried it, didn't work.

00:31:34.656 --> 00:31:35.917
Or here's what we did.

00:31:35.958 --> 00:31:37.819
We took a risk and it worked.

00:31:38.240 --> 00:31:39.441
So it's almost like this,

00:31:39.461 --> 00:31:40.721
I know it's freelancer and

00:31:40.761 --> 00:31:42.202
gig economy is not new,

00:31:42.644 --> 00:31:44.904
but now it's a hybrid of a

00:31:45.026 --> 00:31:46.326
gig relationship where it's,

00:31:46.666 --> 00:31:48.327
because fractional CFO,

00:31:48.387 --> 00:31:50.829
fractional CMO is like, I'll be,

00:31:51.191 --> 00:31:52.030
you can't afford three

00:31:52.050 --> 00:31:52.971
hundred thousand dollars to

00:31:52.991 --> 00:31:54.133
hire me as your CFO.

00:31:54.692 --> 00:31:55.854
You pay me a hundred thousand dollars,

00:31:55.874 --> 00:31:57.134
but I work for three companies.

00:31:58.148 --> 00:31:59.931
And now the advantage is I

00:31:59.951 --> 00:32:01.612
get variety and you get a cost discount,

00:32:01.632 --> 00:32:02.712
but I still make my nut.

00:32:02.813 --> 00:32:04.213
I still make my full salary

00:32:04.233 --> 00:32:05.556
because I'm dividing the work by three.

00:32:06.476 --> 00:32:06.957
I don't know.

00:32:07.196 --> 00:32:09.778
This could be something good.

00:32:09.818 --> 00:32:10.160
Shoot.

00:32:10.480 --> 00:32:12.241
I thought I had a great segment for today.

00:32:12.301 --> 00:32:14.923
And then Dave drops the

00:32:15.064 --> 00:32:17.846
golden ticket on us.

00:32:17.865 --> 00:32:19.047
Well, let's go to your segment.

00:32:19.087 --> 00:32:19.887
What is your segment?

00:32:19.907 --> 00:32:21.750
Let's do my segment.

00:32:21.809 --> 00:32:22.971
We have to do the intro.

00:32:23.010 --> 00:32:23.892
Jimmy loves the intro.

00:32:28.944 --> 00:32:29.965
What if I told you the

00:32:30.046 --> 00:32:31.228
diamond engagement ring,

00:32:31.288 --> 00:32:33.911
the most iconic symbol of love,

00:32:34.050 --> 00:32:36.974
was completely made up?

00:32:38.115 --> 00:32:39.877
Don't tell your wives this, right?

00:32:40.278 --> 00:32:41.359
It was made up by marketers

00:32:41.380 --> 00:32:42.540
in the nineteen thirties.

00:32:42.842 --> 00:32:43.623
The nineteen thirties,

00:32:43.643 --> 00:32:45.325
it's not even the engagement ring.

00:32:46.996 --> 00:32:48.136
The thing that lasts forever

00:32:48.436 --> 00:32:49.416
hasn't even been around for

00:32:49.457 --> 00:32:50.397
a century yet.

00:32:50.597 --> 00:32:52.699
Like what a great method of storytelling.

00:32:53.058 --> 00:32:53.259
Today,

00:32:53.299 --> 00:32:54.319
I want you to steal one of the most

00:32:54.359 --> 00:32:55.480
successful behavioral

00:32:55.500 --> 00:32:58.102
marketing plays of all time

00:32:58.362 --> 00:32:58.922
and show you how to

00:32:59.021 --> 00:33:00.063
ethically reverse engineer

00:33:00.083 --> 00:33:01.243
and hack it to grow your

00:33:01.284 --> 00:33:02.443
practice or your business.

00:33:02.683 --> 00:33:04.505
So let's walk it back.

00:33:04.525 --> 00:33:05.746
De Beers in the beginning

00:33:06.026 --> 00:33:06.967
didn't just sell jewelry.

00:33:06.987 --> 00:33:08.186
They had about ten percent

00:33:08.227 --> 00:33:09.288
of the jewelry market.

00:33:10.486 --> 00:33:11.326
They didn't sell diamonds.

00:33:11.487 --> 00:33:12.407
They didn't sell love.

00:33:12.907 --> 00:33:13.909
They sold forever.

00:33:14.430 --> 00:33:16.491
They created a sticky emotional belief.

00:33:16.771 --> 00:33:18.153
Diamonds equal love.

00:33:19.008 --> 00:33:20.607
commitment and security.

00:33:20.688 --> 00:33:22.048
They attached emotions.

00:33:22.068 --> 00:33:23.249
And we talk about that a lot here.

00:33:23.469 --> 00:33:25.209
They attached an emotion to

00:33:25.249 --> 00:33:26.849
a tangible object.

00:33:27.609 --> 00:33:29.049
Then they injected it everywhere.

00:33:29.269 --> 00:33:31.191
They wound up going to the mattresses.

00:33:31.270 --> 00:33:32.391
Now, again, in the nineteen thirties,

00:33:32.891 --> 00:33:34.290
no social media is not

00:33:34.330 --> 00:33:35.010
doing it for the gram in

00:33:35.030 --> 00:33:35.731
the nineteen thirties.

00:33:36.192 --> 00:33:37.251
What was everywhere?

00:33:37.592 --> 00:33:40.073
Movies, magazines, celebrities,

00:33:40.593 --> 00:33:41.752
school curriculums,

00:33:42.173 --> 00:33:43.835
And not just ads, right?

00:33:43.894 --> 00:33:44.055
Oh,

00:33:44.075 --> 00:33:45.457
just buy a bunch of ads and saturate it.

00:33:45.777 --> 00:33:47.699
They got into the fabric of society,

00:33:47.799 --> 00:33:50.843
cultural saturation, right?

00:33:50.863 --> 00:33:52.865
They also defined, this is brilliant.

00:33:52.904 --> 00:33:54.707
They defined the price of

00:33:54.727 --> 00:33:56.088
the thing that they were creating.

00:33:57.150 --> 00:33:58.791
How much should an engagement ring cost,

00:33:59.071 --> 00:33:59.192
right?

00:33:59.373 --> 00:34:00.394
You ask your older brother,

00:34:00.614 --> 00:34:02.256
you ask your cousins, you ask your uncle,

00:34:02.276 --> 00:34:02.596
you ask your...

00:34:03.376 --> 00:34:04.096
One month's salary.

00:34:04.377 --> 00:34:05.258
Two to three months salary.

00:34:05.357 --> 00:34:06.258
One month's salary.

00:34:06.597 --> 00:34:07.439
But that's the idea.

00:34:07.479 --> 00:34:08.739
It's like, well, it's a month.

00:34:09.018 --> 00:34:10.539
It's a fraction of your

00:34:10.840 --> 00:34:12.740
overall yearly earnings.

00:34:13.001 --> 00:34:14.260
That's insane.

00:34:14.521 --> 00:34:16.422
But I knew how to answer that question.

00:34:16.641 --> 00:34:17.603
And I've never actually

00:34:17.643 --> 00:34:19.063
shopped for an engagement ring.

00:34:19.603 --> 00:34:20.463
They also created a

00:34:20.563 --> 00:34:23.184
guilt-fueled financial standard.

00:34:23.704 --> 00:34:25.826
She's going to walk around with that.

00:34:26.045 --> 00:34:29.047
If one of her friends looks at it,

00:34:29.246 --> 00:34:30.507
how much does he love you?

00:34:31.188 --> 00:34:32.208
That's a nice ring.

00:34:32.349 --> 00:34:33.530
I know he makes more than that.

00:34:33.610 --> 00:34:36.012
Why didn't he give more than that?

00:34:36.132 --> 00:34:37.333
It's behavioral engineering,

00:34:37.393 --> 00:34:38.195
not just marketing.

00:34:38.414 --> 00:34:40.476
Again, in nineteen thirty nine,

00:34:40.797 --> 00:34:41.838
only ten percent of

00:34:41.878 --> 00:34:43.039
engagement rings had

00:34:43.079 --> 00:34:44.661
diamonds less than one hundred years ago.

00:34:45.021 --> 00:34:46.463
By nineteen eighty one.

00:34:47.182 --> 00:34:48.744
Eighty percent of engagement

00:34:48.784 --> 00:34:50.144
rings were diamonds.

00:34:50.644 --> 00:34:51.605
Twenty twenty four.

00:34:51.724 --> 00:34:52.246
The market.

00:34:52.666 --> 00:34:54.806
Ninety billion dollars.

00:34:54.987 --> 00:34:55.666
And at its peak,

00:34:55.706 --> 00:34:56.688
De Beers controlled about

00:34:56.768 --> 00:34:58.547
ninety percent of global supply.

00:34:58.909 --> 00:34:59.628
That's awesome, dude.

00:34:59.668 --> 00:35:00.750
Thanks for talking about diamonds.

00:35:00.989 --> 00:35:02.550
How do we steal it and break

00:35:02.590 --> 00:35:03.331
it down ethically?

00:35:03.451 --> 00:35:03.951
Number one,

00:35:04.751 --> 00:35:06.492
I think you need to create your

00:35:06.552 --> 00:35:07.733
diamond belief.

00:35:07.873 --> 00:35:09.052
You need to have a statement,

00:35:09.273 --> 00:35:10.373
a clarion call, right?

00:35:10.673 --> 00:35:11.735
A diamond is forever.

00:35:12.639 --> 00:35:14.420
They took that and they repeated it,

00:35:14.900 --> 00:35:16.300
not just for a week, not a month,

00:35:16.340 --> 00:35:17.840
not a year, decades.

00:35:17.981 --> 00:35:18.862
I'm very sorry,

00:35:19.101 --> 00:35:20.461
but cultural change is not

00:35:20.521 --> 00:35:21.902
done in a trend.

00:35:22.023 --> 00:35:23.864
By definition, a trend comes and goes.

00:35:24.443 --> 00:35:26.644
So whatever your thing is, I don't care.

00:35:26.945 --> 00:35:27.704
And I've heard a lot of

00:35:27.724 --> 00:35:29.085
people have soapboxes, right?

00:35:29.385 --> 00:35:31.005
We should have an annual PT visit.

00:35:31.226 --> 00:35:33.746
We, no, you, you should have an annual.

00:35:33.786 --> 00:35:34.947
Stop trying to get the rest

00:35:34.967 --> 00:35:36.148
of PT to follow along.

00:35:36.429 --> 00:35:38.068
They're never going to follow along.

00:35:38.449 --> 00:35:39.389
Getting everybody to do

00:35:39.469 --> 00:35:40.650
anything is impossible.

00:35:40.889 --> 00:35:41.831
So choose a belief.

00:35:42.710 --> 00:35:44.617
attach an emotion and then

00:35:44.876 --> 00:35:47.384
anchor your marketing around it and then

00:35:48.014 --> 00:35:49.016
Do it forever.

00:35:49.215 --> 00:35:50.436
It can't change.

00:35:50.476 --> 00:35:51.117
I'm very sorry.

00:35:51.137 --> 00:35:53.297
If you change, the belief will never land.

00:35:53.838 --> 00:35:54.818
Then saturate the local

00:35:54.838 --> 00:35:56.018
market just like Diamonds did.

00:35:56.358 --> 00:35:58.880
Use patient stories, Dave, local talks,

00:35:59.101 --> 00:36:01.621
merch, email, social, front desk scripts.

00:36:02.001 --> 00:36:02.922
I want your front desk

00:36:02.943 --> 00:36:03.722
person that was hired a

00:36:03.822 --> 00:36:05.364
month ago to be able to

00:36:05.423 --> 00:36:06.824
recite whatever your deeply

00:36:06.864 --> 00:36:09.106
held belief is in their freaking sleep.

00:36:09.346 --> 00:36:10.106
I don't care if it's AI.

00:36:10.306 --> 00:36:11.266
I don't care if it's someone

00:36:11.286 --> 00:36:11.947
in the Philippines.

00:36:12.188 --> 00:36:13.608
They have to be able to lather, rinse,

00:36:13.628 --> 00:36:14.329
and repeat this.

00:36:14.829 --> 00:36:15.809
And then you build the offer.

00:36:16.570 --> 00:36:17.650
You have to be able to offer

00:36:17.690 --> 00:36:18.550
them something.

00:36:18.731 --> 00:36:19.471
There's the ticket.

00:36:19.891 --> 00:36:20.510
What do I do?

00:36:20.771 --> 00:36:21.731
QR code phone call.

00:36:21.811 --> 00:36:22.851
There's the offer, right?

00:36:23.152 --> 00:36:24.291
Package something people can

00:36:24.331 --> 00:36:27.152
assume they should already be doing.

00:36:27.512 --> 00:36:28.592
Of course I get my movement

00:36:28.612 --> 00:36:29.193
screen every year.

00:36:29.233 --> 00:36:29.753
Do you not?

00:36:30.034 --> 00:36:31.253
Do you not care about your body?

00:36:32.014 --> 00:36:32.373
I'm sorry,

00:36:32.393 --> 00:36:34.795
but the culture is ripe for this.

00:36:35.215 --> 00:36:35.934
Never before in human

00:36:35.974 --> 00:36:36.894
history have people been so

00:36:36.934 --> 00:36:38.835
concerned and aware about their health.

00:36:39.896 --> 00:36:41.016
The next two generations

00:36:41.056 --> 00:36:42.617
behind us are drinking less.

00:36:44.072 --> 00:36:45.434
They're taking care of their bodies.

00:36:45.514 --> 00:36:47.054
They're paying attention to what they eat.

00:36:47.615 --> 00:36:49.277
This is a layup.

00:36:49.416 --> 00:36:50.157
The environment,

00:36:50.197 --> 00:36:51.637
the atmosphere is perfect for this.

00:36:51.878 --> 00:36:54.119
You normalize it until it's expected.

00:36:54.519 --> 00:36:55.340
This is not a year.

00:36:55.561 --> 00:36:56.702
This is not a half a decade.

00:36:56.902 --> 00:36:58.222
This is a decade-long play.

00:36:58.443 --> 00:36:59.023
But if you're going to be in

00:36:59.043 --> 00:36:59.603
this profession,

00:36:59.643 --> 00:37:00.344
I'm looking at people who

00:37:00.364 --> 00:37:01.704
just graduated last month.

00:37:02.204 --> 00:37:03.065
This is for you.

00:37:03.346 --> 00:37:04.507
You plant your flag in this.

00:37:04.947 --> 00:37:06.507
Now, I do want to have the reverse.

00:37:06.889 --> 00:37:08.650
Why hasn't this worked?

00:37:08.969 --> 00:37:11.612
APTA has moved forward, right?

00:37:11.831 --> 00:37:12.833
Why hasn't it worked?

00:37:13.612 --> 00:37:16.096
I think nobody cares about

00:37:16.195 --> 00:37:17.657
minutes or modalities, right?

00:37:17.918 --> 00:37:19.621
PT still sells the inputs,

00:37:20.101 --> 00:37:21.021
not the outcomes.

00:37:21.483 --> 00:37:22.905
I'm very sorry, but selling the outcomes,

00:37:22.925 --> 00:37:23.925
the thing that Dave's gonna do,

00:37:24.266 --> 00:37:26.449
it's gonna be a slow play, a long play,

00:37:26.909 --> 00:37:27.791
but a deep play.

00:37:28.070 --> 00:37:29.291
So people are still trying

00:37:29.331 --> 00:37:30.673
to feed their families day to day.

00:37:30.713 --> 00:37:31.394
So we're still trying to

00:37:31.454 --> 00:37:32.697
sell the minutes and the modalities.

00:37:33.614 --> 00:37:34.434
Can you do both?

00:37:34.635 --> 00:37:35.496
I think you can,

00:37:35.775 --> 00:37:36.635
but you have to make sure

00:37:36.655 --> 00:37:37.496
you do that long play.

00:37:38.277 --> 00:37:40.117
Most clinics don't pick a core belief.

00:37:40.697 --> 00:37:40.998
Tony,

00:37:41.018 --> 00:37:41.958
how many times have you talked to a

00:37:41.998 --> 00:37:42.458
clinic owner?

00:37:42.978 --> 00:37:43.498
Who do you help?

00:37:43.559 --> 00:37:44.639
What do you do, everybody?

00:37:45.199 --> 00:37:45.858
I'm really sorry,

00:37:45.978 --> 00:37:47.099
but you're not Walmart or Amazon.

00:37:47.119 --> 00:37:48.059
You can't help everybody.

00:37:48.280 --> 00:37:50.181
Nike understands it.

00:37:50.521 --> 00:37:51.842
We help athletes.

00:37:52.121 --> 00:37:52.521
What kind?

00:37:52.762 --> 00:37:53.181
Athletes.

00:37:53.402 --> 00:37:53.961
Doesn't matter.

00:37:54.583 --> 00:37:55.202
And then finally,

00:37:55.242 --> 00:37:56.382
the reason it hasn't worked

00:37:56.963 --> 00:37:57.804
or won't work for you?

00:37:58.643 --> 00:38:01.806
right now is most people give up too soon.

00:38:02.206 --> 00:38:04.809
Cultural shifts take boring,

00:38:05.188 --> 00:38:06.911
relentless consistency.

00:38:07.251 --> 00:38:08.952
Sorry, people are very peopley.

00:38:09.132 --> 00:38:09.913
That's how it works.

00:38:10.173 --> 00:38:10.914
You have to stick with the

00:38:10.954 --> 00:38:12.554
message until your audience

00:38:12.594 --> 00:38:14.597
repeats it back to you.

00:38:14.956 --> 00:38:16.559
If you think you're over communicating,

00:38:16.898 --> 00:38:18.981
quadruple it, multiply it by ten.

00:38:19.121 --> 00:38:20.061
You have to keep going until

00:38:20.121 --> 00:38:21.302
they say it back to you.

00:38:22.320 --> 00:38:22.800
In the end,

00:38:22.880 --> 00:38:24.963
if De Beers could turn a carbon

00:38:25.342 --> 00:38:26.324
piece of rock under

00:38:26.384 --> 00:38:27.644
pressure into a ninety

00:38:27.764 --> 00:38:29.144
billion dollar tradition,

00:38:29.405 --> 00:38:30.666
you can turn movement into

00:38:30.686 --> 00:38:31.726
the most valuable thing in

00:38:31.766 --> 00:38:32.367
someone's life.

00:38:32.768 --> 00:38:34.389
Just skip the monopoly and

00:38:34.409 --> 00:38:35.469
the mining and the blood

00:38:35.489 --> 00:38:36.590
diamond part and go right

00:38:36.630 --> 00:38:38.472
to helping people transform their lives.

00:38:41.273 --> 00:38:41.833
I love this.

00:38:41.954 --> 00:38:42.474
I love it.

00:38:42.494 --> 00:38:44.615
Did you that from a script?

00:38:44.755 --> 00:38:44.916
Like,

00:38:44.936 --> 00:38:46.356
were you reading like a screenplay or

00:38:46.376 --> 00:38:47.336
like what were you reading?

00:38:47.657 --> 00:38:50.099
So I every morning or every

00:38:50.139 --> 00:38:50.920
night research.

00:38:51.606 --> 00:38:52.447
It's an outline.

00:38:52.688 --> 00:38:54.628
So this is how, if I were to read a script,

00:38:54.648 --> 00:38:55.548
you'd be able to tell.

00:38:55.909 --> 00:38:58.971
If it sounds like parsed down,

00:38:59.010 --> 00:39:00.092
it's because that's how

00:39:00.112 --> 00:39:01.253
we've read things in radio.

00:39:01.413 --> 00:39:02.673
Just give me the bullet points.

00:39:02.813 --> 00:39:03.893
I'll connect the dots.

00:39:03.934 --> 00:39:05.195
It doesn't matter how I connect them.

00:39:05.235 --> 00:39:06.556
But I literally told you at GPT,

00:39:06.596 --> 00:39:07.016
I was like,

00:39:07.275 --> 00:39:09.237
find me a marketing strategy that worked

00:39:10.074 --> 00:39:11.954
years ago that's iconic now

00:39:11.994 --> 00:39:12.815
that people would never

00:39:12.855 --> 00:39:13.894
think just didn't exist

00:39:13.914 --> 00:39:15.496
forever like when it told

00:39:15.516 --> 00:39:16.255
me like the nineteen

00:39:16.315 --> 00:39:17.456
thirties is when diamonds

00:39:17.496 --> 00:39:18.697
became an engagement I was

00:39:18.717 --> 00:39:20.317
like nineteen thirties

00:39:20.737 --> 00:39:21.436
that's not even two

00:39:21.476 --> 00:39:23.217
generations ago that's wild

00:39:23.938 --> 00:39:25.018
and now it's not even a

00:39:25.099 --> 00:39:26.739
question like I was talking

00:39:26.759 --> 00:39:27.639
to a friend who's custom

00:39:27.679 --> 00:39:28.920
jewelry the other day and

00:39:28.940 --> 00:39:29.559
he was like listen

00:39:30.646 --> 00:39:34.567
People, they can, the lab-grown diamonds,

00:39:34.907 --> 00:39:35.786
you actually need to put it

00:39:35.806 --> 00:39:36.606
under like a chemical

00:39:36.686 --> 00:39:38.628
spectrometer to tell the difference.

00:39:39.128 --> 00:39:39.927
But even I,

00:39:39.947 --> 00:39:40.668
I'm not shopping for an

00:39:40.688 --> 00:39:41.527
engagement ring right now,

00:39:41.947 --> 00:39:43.248
but even I'm sitting here thinking,

00:39:43.748 --> 00:39:45.469
I know, but like, God,

00:39:45.489 --> 00:39:46.429
what if she found out?

00:39:46.469 --> 00:39:47.690
Or what would people say?

00:39:48.250 --> 00:39:49.989
De Beers is in my brain going,

00:39:50.389 --> 00:39:53.110
what I spend equals how much I care.

00:39:53.650 --> 00:39:54.791
I could save a ton of money

00:39:55.110 --> 00:39:56.572
and get her an engagement

00:39:56.592 --> 00:39:57.931
ring and take her on a vacation.

00:39:58.791 --> 00:39:59.913
But will I risk it?

00:40:00.494 --> 00:40:01.815
Will she always think I

00:40:01.875 --> 00:40:02.795
don't care enough if I

00:40:02.815 --> 00:40:04.536
don't spend enough as much

00:40:04.577 --> 00:40:07.579
as her best friend's husband did?

00:40:07.719 --> 00:40:10.702
Like, dude, this was a insane play.

00:40:10.722 --> 00:40:11.744
And here's the worst part.

00:40:12.043 --> 00:40:12.864
We don't even know who the

00:40:12.905 --> 00:40:13.985
person was that came up

00:40:14.005 --> 00:40:14.826
with this strategy.

00:40:15.106 --> 00:40:16.268
That person needs a plaque

00:40:16.288 --> 00:40:17.309
in the Marketing Hall of Fame.

00:40:17.608 --> 00:40:18.670
So it wasn't so much a

00:40:18.730 --> 00:40:19.911
script as much as it was I

00:40:19.971 --> 00:40:21.291
did like to dig into the rabbit hole.

00:40:21.311 --> 00:40:22.193
And then I just asked Chachi

00:40:22.213 --> 00:40:23.054
Pete to give me the beats.

00:40:24.369 --> 00:40:24.708
Again,

00:40:24.889 --> 00:40:26.710
this is the research that we should

00:40:26.751 --> 00:40:29.054
be using to improve patient outcomes,

00:40:29.074 --> 00:40:30.815
to improve the quality of care.

00:40:32.157 --> 00:40:33.697
This is a playbook that

00:40:34.039 --> 00:40:37.601
plays out in all things, like college.

00:40:38.543 --> 00:40:40.364
I am so freaked out,

00:40:40.804 --> 00:40:42.507
not as freaked out as my wife,

00:40:42.547 --> 00:40:43.367
but I'm still pretty

00:40:43.387 --> 00:40:44.588
freaked out about telling

00:40:44.628 --> 00:40:45.869
my eleventh grader

00:40:46.471 --> 00:40:47.972
you don't need to go to college.

00:40:47.992 --> 00:40:49.652
There is zero value you're

00:40:49.672 --> 00:40:50.873
going to take out of college.

00:40:51.313 --> 00:40:54.335
But the society has been built around,

00:40:54.496 --> 00:40:55.996
you have to go to college

00:40:56.016 --> 00:40:57.056
to get a good job.

00:40:57.737 --> 00:40:58.818
He doesn't want a job.

00:40:58.918 --> 00:41:01.458
He's going to create something like, okay,

00:41:01.498 --> 00:41:04.601
so we see this across lots of professions,

00:41:04.681 --> 00:41:05.702
lots of stuff,

00:41:06.121 --> 00:41:07.623
bring it into physical therapy.

00:41:07.663 --> 00:41:08.844
Now, where's the resistance?

00:41:08.943 --> 00:41:09.483
It's going to be

00:41:09.923 --> 00:41:11.844
You're manipulating your patients.

00:41:11.885 --> 00:41:12.905
This is health care.

00:41:12.985 --> 00:41:14.005
Nobody should make money.

00:41:14.106 --> 00:41:15.065
Nobody, you know,

00:41:15.085 --> 00:41:16.286
it should be altruistic

00:41:16.606 --> 00:41:17.467
through and through.

00:41:18.887 --> 00:41:20.489
But the sad part about that

00:41:20.608 --> 00:41:22.909
is the more you strip

00:41:23.309 --> 00:41:25.231
health care from this kind

00:41:25.291 --> 00:41:26.490
of emotional commitment,

00:41:26.570 --> 00:41:28.711
this kind of impact,

00:41:29.253 --> 00:41:31.253
the less effective the health care is,

00:41:31.313 --> 00:41:33.094
no matter how objectively

00:41:33.153 --> 00:41:33.994
researched it is.

00:41:34.494 --> 00:41:35.215
So, you know,

00:41:35.275 --> 00:41:36.996
it's it's this was done

00:41:37.036 --> 00:41:38.155
because somebody wanted to

00:41:38.175 --> 00:41:39.177
make a shit ton of money.

00:41:39.976 --> 00:41:40.097
And,

00:41:40.297 --> 00:41:42.998
and that was a major driving force

00:41:43.018 --> 00:41:44.798
that created this movement.

00:41:45.498 --> 00:41:47.179
So, so the question is, you know,

00:41:47.619 --> 00:41:48.760
I would say, yes,

00:41:48.820 --> 00:41:50.579
an individual could probably do it,

00:41:50.599 --> 00:41:51.320
but I think most

00:41:51.380 --> 00:41:52.601
individuals in healthcare

00:41:52.621 --> 00:41:53.721
are not going to go to

00:41:54.340 --> 00:41:55.822
build a business this big.

00:41:56.322 --> 00:41:58.503
So why does an Athletico, why does an ATI,

00:41:58.802 --> 00:41:59.643
Ivy,

00:41:59.782 --> 00:42:01.222
any of these companies that are

00:42:01.242 --> 00:42:02.864
already kind of in that world,

00:42:03.304 --> 00:42:05.545
why aren't they going that direction?

00:42:06.284 --> 00:42:06.505
Yeah.

00:42:07.125 --> 00:42:08.905
you know or an organization

00:42:08.985 --> 00:42:10.226
but I I think it's going to

00:42:10.246 --> 00:42:11.927
be commercially driven I've

00:42:11.947 --> 00:42:13.168
been in those rooms and I

00:42:13.268 --> 00:42:14.429
and I told you the reason

00:42:14.469 --> 00:42:15.909
why they haven't done it

00:42:15.949 --> 00:42:16.829
maybe they will now maybe

00:42:16.849 --> 00:42:17.489
this is the straw that

00:42:17.510 --> 00:42:18.369
breaks the camel's back

00:42:18.710 --> 00:42:19.550
it's because you have to

00:42:19.590 --> 00:42:20.630
work twenty five years to

00:42:20.672 --> 00:42:21.371
become the director of

00:42:21.411 --> 00:42:21.931
marketing in a

00:42:21.992 --> 00:42:23.193
multi-million or you know

00:42:23.472 --> 00:42:24.393
million dollar organization

00:42:24.432 --> 00:42:26.153
nationwide and then this is

00:42:26.173 --> 00:42:27.494
a risk because look

00:42:28.456 --> 00:42:28.956
Who's done it?

00:42:29.496 --> 00:42:29.836
Nobody?

00:42:30.436 --> 00:42:31.378
I'll wait if, well,

00:42:31.438 --> 00:42:32.338
nobody's done it because it

00:42:32.378 --> 00:42:33.478
must not be a great idea.

00:42:33.519 --> 00:42:34.960
It must not work, right?

00:42:35.260 --> 00:42:36.742
Until it comes out in ad age

00:42:36.842 --> 00:42:38.742
and your boss comes in and

00:42:38.762 --> 00:42:39.463
this used to drive

00:42:39.483 --> 00:42:40.704
communications people wild,

00:42:40.744 --> 00:42:41.164
but they're right.

00:42:41.184 --> 00:42:42.166
When your boss comes in and goes,

00:42:42.445 --> 00:42:43.586
why didn't we do that?

00:42:43.666 --> 00:42:45.307
Look what Nike did, right?

00:42:45.648 --> 00:42:46.449
This is the reason I do

00:42:46.469 --> 00:42:49.831
steal this strategy is a

00:42:49.911 --> 00:42:50.952
lot of them aren't gonna work.

00:42:51.032 --> 00:42:51.632
And a lot of them aren't

00:42:51.652 --> 00:42:52.452
gonna be right for you.

00:42:52.753 --> 00:42:53.974
I wanna find the elements

00:42:53.994 --> 00:42:54.833
that are right for you,

00:42:54.893 --> 00:42:55.755
for you to take that out,

00:42:55.815 --> 00:42:56.715
put it in your pocket.

00:42:57.728 --> 00:42:58.588
When you have enough of

00:42:58.608 --> 00:42:59.628
those elements and then you

00:42:59.668 --> 00:43:00.429
put something together,

00:43:00.809 --> 00:43:01.989
this is what you come up with.

00:43:02.329 --> 00:43:04.510
You come up with this, right?

00:43:04.831 --> 00:43:06.211
Slowly but surely over time,

00:43:06.231 --> 00:43:07.652
you understand oxygen and

00:43:07.753 --> 00:43:08.853
nitrogen and hydrogen.

00:43:08.873 --> 00:43:09.974
You're like, oh, wait,

00:43:09.994 --> 00:43:10.813
what if we put these things

00:43:10.853 --> 00:43:11.795
together in the right conditions?

00:43:12.135 --> 00:43:12.994
Now we have something.

00:43:13.255 --> 00:43:13.775
But you're right.

00:43:14.036 --> 00:43:15.396
Most PTs hang around with

00:43:16.077 --> 00:43:17.617
other PTs and they watch

00:43:17.637 --> 00:43:18.297
what each other does.

00:43:18.677 --> 00:43:19.898
And when no one takes a risk,

00:43:20.199 --> 00:43:21.119
everyone stays still.

00:43:21.398 --> 00:43:22.559
And now we're the frog that

00:43:22.599 --> 00:43:23.400
boils in the pot.

00:43:23.440 --> 00:43:24.121
We're just sitting there.

00:43:24.141 --> 00:43:24.900
We're not even noticing that

00:43:24.920 --> 00:43:25.641
we're getting cooked.

00:43:26.021 --> 00:43:26.842
But if you don't move...

00:43:27.909 --> 00:43:30.251
you're going to get cooked.

00:43:30.291 --> 00:43:30.690
I just want to,

00:43:30.751 --> 00:43:31.751
I want to ask Tony directly.

00:43:31.811 --> 00:43:32.931
So the thing that Jimmy just

00:43:32.992 --> 00:43:35.974
pitched and presented that, uh,

00:43:35.994 --> 00:43:36.733
what do you want to call it?

00:43:36.773 --> 00:43:38.215
Like that, um,

00:43:38.614 --> 00:43:42.916
aspirational message or that, uh,

00:43:42.996 --> 00:43:45.677
that goal, whatever, whatever, Jimmy,

00:43:45.778 --> 00:43:46.858
whatever we're going to

00:43:46.918 --> 00:43:48.519
name what Jimmy just presented.

00:43:49.039 --> 00:43:50.380
Tony, is that something that you, uh,

00:43:51.597 --> 00:43:52.719
could see working.

00:43:52.878 --> 00:43:54.219
Is that something you believe in?

00:43:54.278 --> 00:43:55.099
I mean, I love it.

00:43:55.360 --> 00:43:56.059
I agree with it,

00:43:56.440 --> 00:43:57.681
but I know sometimes you

00:43:57.740 --> 00:43:59.782
think of things differently.

00:44:00.143 --> 00:44:01.563
Is that something what Jimmy just said?

00:44:01.583 --> 00:44:02.623
Do you agree with that?

00:44:02.983 --> 00:44:03.264
Yes.

00:44:03.585 --> 00:44:04.344
A hundred percent.

00:44:04.405 --> 00:44:05.445
Totally agree with it.

00:44:05.585 --> 00:44:06.106
I think it's our

00:44:06.166 --> 00:44:07.827
responsibility and obligation,

00:44:07.947 --> 00:44:11.228
not just to educate and inform,

00:44:11.309 --> 00:44:13.070
but to emotionally like

00:44:13.530 --> 00:44:16.050
grab those strings and pull them.

00:44:16.530 --> 00:44:18.371
Now you can use it for evil

00:44:18.471 --> 00:44:20.112
or you can use it for good, you know,

00:44:20.132 --> 00:44:21.072
and then this has been

00:44:21.231 --> 00:44:22.572
obviously a topic we've

00:44:22.612 --> 00:44:25.032
discussed across social media.

00:44:25.052 --> 00:44:25.833
It's like, all right,

00:44:26.012 --> 00:44:27.333
I get patients in my clinic

00:44:27.373 --> 00:44:28.934
all the time saying, oh,

00:44:28.954 --> 00:44:30.713
I've got to go see my chiropractor.

00:44:30.893 --> 00:44:31.835
My hip is out.

00:44:32.295 --> 00:44:33.554
No, your hip is not out.

00:44:33.894 --> 00:44:34.875
Or I've got to go see my

00:44:34.914 --> 00:44:35.695
massage therapist.

00:44:35.755 --> 00:44:36.516
I was just reading,

00:44:36.996 --> 00:44:40.536
I think it was pain science, Paul Ingram.

00:44:41.376 --> 00:44:42.418
talking about massage

00:44:42.438 --> 00:44:44.820
therapists and how juicy it

00:44:44.860 --> 00:44:46.742
is when a massage therapist

00:44:46.782 --> 00:44:47.884
pushes on a sensitive

00:44:47.923 --> 00:44:48.945
muscle and says oh you're

00:44:48.965 --> 00:44:50.266
so tight do you feel that

00:44:50.306 --> 00:44:51.909
can you imagine you know

00:44:51.969 --> 00:44:53.170
it's like a rock and and

00:44:53.250 --> 00:44:54.472
patients are seeking that

00:44:54.512 --> 00:44:56.233
patients are like oh that's

00:44:56.273 --> 00:44:57.434
a spot you know can you

00:44:57.474 --> 00:44:59.257
feel how tight I can't even

00:44:59.297 --> 00:45:00.398
tell you now I'm not a

00:45:00.418 --> 00:45:02.820
manual therapist but I touch people and

00:45:02.900 --> 00:45:05.143
How many times a day patients are like,

00:45:05.202 --> 00:45:06.224
ooh, do you feel that?

00:45:06.583 --> 00:45:07.585
Or what do you feel?

00:45:07.925 --> 00:45:08.885
They're dying.

00:45:08.925 --> 00:45:11.208
They're seeking that confirmation out,

00:45:11.248 --> 00:45:13.170
that validation to say, hey, yes,

00:45:13.230 --> 00:45:13.869
there is something

00:45:13.929 --> 00:45:17.172
objectively wrong here that I, the guru,

00:45:17.893 --> 00:45:19.996
the healer, the shaman is going to fix.

00:45:21.197 --> 00:45:23.398
Clearly, that's not my comfort zone,

00:45:23.579 --> 00:45:25.380
but I could clearly take that,

00:45:25.440 --> 00:45:27.342
manipulate that, turn that into...

00:45:27.822 --> 00:45:27.981
well,

00:45:28.021 --> 00:45:29.322
it's going to take five thousand

00:45:29.362 --> 00:45:30.784
dollars for us to fix this.

00:45:30.844 --> 00:45:32.744
But, you know, this is what you need.

00:45:33.945 --> 00:45:34.905
And then on the flip side,

00:45:35.686 --> 00:45:37.047
I've got a couple patients

00:45:37.108 --> 00:45:39.929
out there right now that, you know,

00:45:40.150 --> 00:45:42.110
I could pull at the adult

00:45:42.170 --> 00:45:45.652
children's heart strings to say, hey,

00:45:45.672 --> 00:45:46.572
your mom and dad,

00:45:46.893 --> 00:45:47.833
they're going to die on the

00:45:47.873 --> 00:45:49.215
floor one day because

00:45:49.375 --> 00:45:51.295
you're not bringing them to therapy.

00:45:51.376 --> 00:45:52.556
You're not getting them to

00:45:52.597 --> 00:45:54.057
work on transitions from

00:45:54.541 --> 00:45:56.364
standing to supine on the floor,

00:45:56.423 --> 00:45:57.385
back to standing.

00:45:57.804 --> 00:45:58.945
They're already falling.

00:45:58.965 --> 00:46:00.666
They're already having episodes.

00:46:00.847 --> 00:46:02.349
And it's true.

00:46:02.789 --> 00:46:03.750
I've seen patients.

00:46:03.789 --> 00:46:05.231
I've had patients that died

00:46:05.771 --> 00:46:07.132
on the floor because nobody

00:46:07.152 --> 00:46:08.894
got to them and they couldn't get help.

00:46:09.956 --> 00:46:11.677
These are all elements of

00:46:12.137 --> 00:46:13.958
personal responsibility and

00:46:14.018 --> 00:46:16.981
emotions that we should be bringing in

00:46:17.543 --> 00:46:19.543
to use in a positive way to

00:46:19.583 --> 00:46:20.625
get the outcome we want.

00:46:20.965 --> 00:46:22.144
I'm flashing on the screen

00:46:22.565 --> 00:46:24.887
one of the graphics I do a lot.

00:46:24.907 --> 00:46:25.527
I know Dave and Tony are

00:46:25.547 --> 00:46:26.387
going to roll their eyes.

00:46:27.168 --> 00:46:28.168
But these are the things you

00:46:28.307 --> 00:46:29.048
actually sell.

00:46:29.208 --> 00:46:30.289
I know you think you sell

00:46:30.509 --> 00:46:32.210
shockwave treatment or manual therapy.

00:46:32.269 --> 00:46:32.690
You do.

00:46:32.909 --> 00:46:33.471
That's a how.

00:46:33.971 --> 00:46:35.452
but what you're trying to

00:46:35.532 --> 00:46:38.474
convey are these emotions, right?

00:46:38.793 --> 00:46:40.534
So looking at this pyramid

00:46:40.554 --> 00:46:41.755
and for the podcast audience,

00:46:42.315 --> 00:46:42.996
you can look at the live

00:46:43.016 --> 00:46:45.197
stream on YouTube, but look how hot,

00:46:45.237 --> 00:46:46.498
remember the higher you go

00:46:46.518 --> 00:46:47.199
on this pyramid,

00:46:47.458 --> 00:46:48.860
the more money you can charge for it.

00:46:49.699 --> 00:46:52.501
Look at where, look at where a diamond is.

00:46:52.960 --> 00:46:54.201
It's an, in my opinion,

00:46:54.501 --> 00:46:55.661
the icon is even a diamond.

00:46:55.702 --> 00:46:56.981
Like, look, they've, they've, they've,

00:46:57.202 --> 00:46:59.402
they've permeated graphics heirloom.

00:46:59.882 --> 00:47:00.063
That's,

00:47:00.222 --> 00:47:01.422
that's the second level from the

00:47:01.463 --> 00:47:03.224
top in the life changing category.

00:47:03.364 --> 00:47:04.443
That's what they're selling.

00:47:04.503 --> 00:47:06.423
That's when they can say, this is a,

00:47:06.764 --> 00:47:07.385
I don't even know.

00:47:07.425 --> 00:47:08.505
What do engagement costs?

00:47:08.585 --> 00:47:09.585
Fifteen thousand dollars,

00:47:09.625 --> 00:47:10.545
three thousand dollars.

00:47:10.565 --> 00:47:13.025
Like it depends how here's the,

00:47:13.045 --> 00:47:13.666
here's the answer.

00:47:13.706 --> 00:47:14.746
If you're a great diamond dealer,

00:47:15.027 --> 00:47:15.666
how much do you love her?

00:47:16.994 --> 00:47:17.773
Is this the only diamond

00:47:17.793 --> 00:47:18.554
you're going to buy or is

00:47:18.574 --> 00:47:19.195
there going to be maybe a

00:47:19.255 --> 00:47:20.295
second one in fifteen years?

00:47:20.315 --> 00:47:21.695
Well, absolutely not.

00:47:21.974 --> 00:47:23.496
I can I can recall that they

00:47:23.735 --> 00:47:24.916
ask for your budget.

00:47:25.335 --> 00:47:26.056
And I'm like, well,

00:47:26.356 --> 00:47:27.197
I don't want to say I don't

00:47:27.217 --> 00:47:28.237
want to say a number first.

00:47:28.317 --> 00:47:28.476
Right.

00:47:28.536 --> 00:47:30.097
I remember this was this was

00:47:30.338 --> 00:47:31.878
twenty thirteen or

00:47:31.918 --> 00:47:33.099
something when I was shopping for them.

00:47:34.079 --> 00:47:35.820
But yeah, they'll ask for like a budget.

00:47:36.099 --> 00:47:36.860
And then I'm like, well,

00:47:36.900 --> 00:47:38.420
I know it's damn sale games.

00:47:38.480 --> 00:47:40.260
I'm not going to tell you a number.

00:47:40.641 --> 00:47:42.262
Just show me just show me some rocks,

00:47:42.302 --> 00:47:42.442
baby.

00:47:42.461 --> 00:47:43.641
Let me see what I'm looking at.

00:47:44.001 --> 00:47:45.123
So here's why it's important

00:47:45.164 --> 00:47:45.925
to pick a thing.

00:47:46.644 --> 00:47:48.447
Because in my opinion,

00:47:48.708 --> 00:47:50.150
selling movement is like,

00:47:52.132 --> 00:47:52.552
I don't know,

00:47:52.753 --> 00:47:55.335
selling something so non-tangible, right?

00:47:55.655 --> 00:47:56.675
These people are selling love.

00:47:56.735 --> 00:47:58.175
And I know an emotion is not

00:47:58.195 --> 00:47:59.175
tangible by definition,

00:47:59.797 --> 00:48:01.277
but you have to pick something.

00:48:01.297 --> 00:48:03.597
It's what you can do with the motion,

00:48:03.657 --> 00:48:04.599
the movement, right?

00:48:04.619 --> 00:48:06.920
So going on the cruises, the trips,

00:48:06.980 --> 00:48:08.000
the vacations,

00:48:09.021 --> 00:48:09.920
Tony going off with his

00:48:09.960 --> 00:48:11.922
family for the canoe trips, the runs,

00:48:13.382 --> 00:48:14.443
his whole family runs six

00:48:14.483 --> 00:48:16.063
minute miles or whatever, something crazy,

00:48:16.384 --> 00:48:16.704
all that.

00:48:17.164 --> 00:48:18.125
This is why it would be

00:48:18.344 --> 00:48:19.965
easier for a small clinic

00:48:20.802 --> 00:48:24.143
Like a Doug from Run DNA,

00:48:24.182 --> 00:48:25.762
if he had a clinic at his studio,

00:48:25.802 --> 00:48:26.163
it'd be like,

00:48:26.262 --> 00:48:28.344
we help people get back to running in PR.

00:48:28.943 --> 00:48:30.284
I think he does have a clinic there.

00:48:30.623 --> 00:48:31.204
Then brilliant.

00:48:31.244 --> 00:48:32.644
Then that's what his thing is, right?

00:48:32.664 --> 00:48:34.304
So it sounds counterintuitive.

00:48:35.125 --> 00:48:37.045
By focusing on a smaller audience,

00:48:37.525 --> 00:48:39.005
it's easier to figure this thing out.

00:48:39.306 --> 00:48:39.927
Again,

00:48:40.507 --> 00:48:42.487
nothing says you can't have several

00:48:42.527 --> 00:48:44.108
messages in your own clinic.

00:48:44.507 --> 00:48:46.027
But I wouldn't pick fifty.

00:48:46.507 --> 00:48:48.088
I might pick four and then

00:48:48.188 --> 00:48:49.389
hammer on those things.

00:48:49.949 --> 00:48:51.690
Because Nike, we help athletes.

00:48:51.929 --> 00:48:52.789
There's the arching goal.

00:48:53.130 --> 00:48:54.291
But of course, you have Nike running.

00:48:54.331 --> 00:48:55.231
You have Nike lacrosse.

00:48:55.251 --> 00:48:56.092
You have Nike baseball.

00:48:56.112 --> 00:48:56.931
You have Nike swimming,

00:48:56.972 --> 00:48:57.492
which I'm not sure.

00:48:57.512 --> 00:48:58.472
We don't wear shoes when we swim,

00:48:58.753 --> 00:48:59.974
but somehow Nike has Nike swimming.

00:49:00.333 --> 00:49:02.034
They figured out that they help athletes.

00:49:02.215 --> 00:49:03.496
So everything we're saying today,

00:49:03.536 --> 00:49:04.655
if you're like, I'm overwhelmed,

00:49:05.096 --> 00:49:06.356
number one, listen to the episode again.

00:49:06.456 --> 00:49:06.876
Break it down.

00:49:06.896 --> 00:49:07.878
There's a transcript somewhere.

00:49:08.797 --> 00:49:11.298
Um, then you have to say, this is simple,

00:49:11.318 --> 00:49:12.059
but not easy.

00:49:12.320 --> 00:49:12.780
Cause if it was,

00:49:12.800 --> 00:49:13.800
someone would have done it already.

00:49:14.561 --> 00:49:15.981
I still think the,

00:49:16.382 --> 00:49:17.282
I think a large

00:49:17.322 --> 00:49:19.182
organization is primed to

00:49:19.202 --> 00:49:19.844
do this just cause they

00:49:19.884 --> 00:49:21.784
have scale beta test it,

00:49:21.925 --> 00:49:22.425
do it in a couple,

00:49:22.625 --> 00:49:23.344
that would be even better.

00:49:23.445 --> 00:49:25.385
AB test it, do it in a bunch of markets,

00:49:25.545 --> 00:49:26.927
pick a couple of KPIs to track,

00:49:27.226 --> 00:49:28.088
do it in a few markets.

00:49:28.967 --> 00:49:31.570
Do some cities, big cities, small cities,

00:49:32.050 --> 00:49:33.293
rural, go to Iowa,

00:49:33.833 --> 00:49:35.034
and then see where it does

00:49:35.054 --> 00:49:36.315
or doesn't work at other places.

00:49:36.436 --> 00:49:37.217
I think that's the only way

00:49:37.237 --> 00:49:38.057
to get someone to do it.

00:49:38.097 --> 00:49:38.978
Or you just hire us and

00:49:38.998 --> 00:49:39.739
we'll come do it for you.

00:49:40.110 --> 00:49:40.431
Well,

00:49:40.451 --> 00:49:42.112
I think the challenge with this whole

00:49:42.172 --> 00:49:42.831
segment, I mean,

00:49:43.331 --> 00:49:45.032
we're all on the same page.

00:49:45.733 --> 00:49:48.213
We are also not prioritizing

00:49:48.813 --> 00:49:50.914
our time as I want to be

00:49:50.954 --> 00:49:51.934
the best therapist.

00:49:52.315 --> 00:49:54.315
I'm here and not out there

00:49:54.516 --> 00:49:56.056
because this to me is more

00:49:56.096 --> 00:49:57.456
impactful and more exciting.

00:49:58.077 --> 00:49:59.097
But I think a lot of the

00:49:59.157 --> 00:50:01.257
people that we're talking to,

00:50:01.737 --> 00:50:03.059
they want to be therapists.

00:50:03.079 --> 00:50:04.338
They want to be great therapists.

00:50:04.378 --> 00:50:05.278
And that's amazing because

00:50:05.298 --> 00:50:06.320
we need those people.

00:50:07.019 --> 00:50:08.981
But if they had the choice

00:50:09.041 --> 00:50:10.621
between going and treating

00:50:10.661 --> 00:50:12.784
a patient or thinking about

00:50:12.844 --> 00:50:13.945
conceptualizing,

00:50:14.144 --> 00:50:15.606
how do I build this into

00:50:15.626 --> 00:50:16.907
the culture of my business?

00:50:17.507 --> 00:50:18.507
They're going to go do that.

00:50:18.847 --> 00:50:21.108
So where this message, I think,

00:50:21.128 --> 00:50:24.231
would resonate more powerfully is, okay,

00:50:24.411 --> 00:50:26.873
who's the non-therapist who

00:50:26.952 --> 00:50:29.855
wants to harness the power of therapy,

00:50:29.994 --> 00:50:31.335
all of the greatness within

00:50:31.356 --> 00:50:32.177
the profession,

00:50:32.777 --> 00:50:34.157
and make it an accessible

00:50:34.597 --> 00:50:36.619
business for the general consumer?

00:50:37.239 --> 00:50:38.880
You know, now P.E.

00:50:39.161 --> 00:50:40.822
private equity gets a bad rap.

00:50:40.842 --> 00:50:42.342
It gets all this negativity,

00:50:42.402 --> 00:50:44.344
but that's what they do best.

00:50:44.403 --> 00:50:45.844
Like they can distill it

00:50:45.884 --> 00:50:48.224
down into what's going to really sell,

00:50:48.304 --> 00:50:49.505
what's going to really scale.

00:50:49.545 --> 00:50:51.286
How do we move this across the country?

00:50:52.668 --> 00:50:53.487
I'll tell you where this

00:50:53.608 --> 00:50:54.809
I'll tell you where the who

00:50:54.929 --> 00:50:56.309
I'll tell you the people to approach.

00:50:56.349 --> 00:50:57.849
If you wanted to go to an IV rehab,

00:50:57.869 --> 00:50:59.871
an ATI with this strategy,

00:51:00.311 --> 00:51:01.411
you don't go to any anybody

00:51:01.452 --> 00:51:03.492
in clinic in clinician clinical role.

00:51:04.152 --> 00:51:07.094
You go to business development, right?

00:51:07.135 --> 00:51:08.315
Physician liaison.

00:51:08.496 --> 00:51:09.735
And you say, we're going to do this model.

00:51:10.016 --> 00:51:11.297
We're going to make your

00:51:12.137 --> 00:51:13.719
surgeon look like a hero.

00:51:14.219 --> 00:51:15.340
And then talent acquisition.

00:51:15.679 --> 00:51:17.161
You go to the two biggest problems, right?

00:51:17.621 --> 00:51:18.922
So could you turn this

00:51:18.981 --> 00:51:20.782
into... Rehab to perform is

00:51:20.802 --> 00:51:22.284
a great example of doing this already.

00:51:23.425 --> 00:51:24.726
All their media, essentially,

00:51:24.786 --> 00:51:26.228
most of it is showing why

00:51:26.248 --> 00:51:27.248
it's a great place to work

00:51:27.329 --> 00:51:28.469
without ever saying,

00:51:28.570 --> 00:51:29.710
this is a great place to work.

00:51:30.010 --> 00:51:31.532
In fact, I bet you they never say that.

00:51:32.012 --> 00:51:32.972
They don't tell you it's a

00:51:32.992 --> 00:51:33.753
great place to work.

00:51:34.353 --> 00:51:35.014
They show you.

00:51:35.675 --> 00:51:36.175
How often?

00:51:36.554 --> 00:51:37.235
Every damn day.

00:51:37.876 --> 00:51:38.396
In what way?

00:51:38.597 --> 00:51:39.237
Every damn way.

00:51:39.717 --> 00:51:40.418
I'm very sorry,

00:51:40.677 --> 00:51:41.719
but you don't have to convince someone.

00:51:42.119 --> 00:51:43.900
Josh is an anomaly at rehab to perform,

00:51:43.920 --> 00:51:44.460
in my opinion,

00:51:44.480 --> 00:51:45.721
because he is someone who's clinical.

00:51:46.362 --> 00:51:47.101
But if you talk to him for

00:51:47.121 --> 00:51:47.882
more than five minutes,

00:51:48.103 --> 00:51:49.003
he's talking more about...

00:51:49.945 --> 00:51:51.507
culture and leadership and

00:51:51.567 --> 00:51:52.668
scaling and positions than

00:51:52.688 --> 00:51:53.849
he is about deadlifts and

00:51:53.869 --> 00:51:54.668
all those different things

00:51:55.009 --> 00:51:57.630
is he the founder yeah yeah

00:51:58.652 --> 00:51:59.331
I remember listening to him

00:51:59.351 --> 00:52:00.592
in terms of growth and him

00:52:00.632 --> 00:52:01.514
like talking about his

00:52:01.554 --> 00:52:02.293
growth plan I don't know if

00:52:02.313 --> 00:52:03.554
it was publicly or on the

00:52:03.594 --> 00:52:05.115
phone and being like okay

00:52:05.615 --> 00:52:06.996
that's cute and then he did

00:52:07.036 --> 00:52:08.117
it and I was like wow like

00:52:08.197 --> 00:52:09.458
I did I figured maybe he'd

00:52:09.498 --> 00:52:10.480
hit half of what he said

00:52:10.519 --> 00:52:11.340
and he didn't he's opening

00:52:11.360 --> 00:52:13.262
like two a year it's a little bananas

00:52:15.103 --> 00:52:16.425
I think it's largely because

00:52:16.827 --> 00:52:17.708
they put their balls out

00:52:17.728 --> 00:52:20.351
there and they do what they say.

00:52:20.512 --> 00:52:21.773
Everything we just talked about,

00:52:21.833 --> 00:52:23.637
they've been doing most of it,

00:52:23.717 --> 00:52:24.057
some of it.

00:52:25.228 --> 00:52:27.389
And I should walk back my

00:52:27.429 --> 00:52:28.449
comment a little bit.

00:52:28.771 --> 00:52:29.451
Craig's here.

00:52:29.490 --> 00:52:30.251
Scott's here.

00:52:31.152 --> 00:52:31.532
Craig's here.

00:52:31.552 --> 00:52:32.072
Scott's here.

00:52:32.112 --> 00:52:32.954
Steven Dunn.

00:52:33.733 --> 00:52:36.757
We do have people who are therapists,

00:52:36.777 --> 00:52:37.637
who are clinical,

00:52:37.657 --> 00:52:39.539
who are also business-minded,

00:52:39.579 --> 00:52:41.579
growth-minded, or building something.

00:52:42.501 --> 00:52:43.922
I don't mean to say nobody

00:52:43.981 --> 00:52:45.182
here is going to do it.

00:52:45.202 --> 00:52:46.943
They're the exception, right?

00:52:46.983 --> 00:52:48.244
Who's watching a live stream

00:52:48.284 --> 00:52:49.606
about PT and business and

00:52:49.686 --> 00:52:51.086
marketing at eight o'clock in the

00:52:53.708 --> 00:52:55.250
You there are a lot like we

00:52:55.269 --> 00:52:56.431
get lots of downloads, right?

00:52:56.670 --> 00:52:58.592
You're still you're still the anomaly,

00:52:58.731 --> 00:53:00.132
which I still think like now,

00:53:00.293 --> 00:53:01.353
even if you even if you

00:53:01.373 --> 00:53:03.074
were the hundredth person

00:53:03.094 --> 00:53:04.956
to listen to us do it from our audience,

00:53:05.255 --> 00:53:07.177
you still be the top point

00:53:07.217 --> 00:53:08.538
zero zero zero one percent

00:53:08.557 --> 00:53:09.059
in the country.

00:53:09.278 --> 00:53:10.498
There's a lot of people out there.

00:53:10.980 --> 00:53:13.240
There's there's a lot more

00:53:13.280 --> 00:53:14.501
to win than there is that's

00:53:14.541 --> 00:53:15.181
already been won.

00:53:15.302 --> 00:53:16.483
I'm just I just want to put

00:53:16.503 --> 00:53:17.324
that out there for people.

00:53:18.155 --> 00:53:19.755
People get hurt every day.

00:53:19.775 --> 00:53:21.297
I don't, can we, I mean, let's start,

00:53:21.338 --> 00:53:22.458
we can't start another segment.

00:53:22.498 --> 00:53:22.759
We can't.

00:53:22.798 --> 00:53:23.880
Well, I got a short one.

00:53:23.920 --> 00:53:26.282
I got a quick one and a teaser.

00:53:26.342 --> 00:53:28.764
So next week, today's Thursday, next week,

00:53:29.304 --> 00:53:31.045
I want to talk about why I

00:53:31.105 --> 00:53:33.728
think the term primary care,

00:53:33.867 --> 00:53:36.228
whether it's primary care, PT or whatever,

00:53:36.309 --> 00:53:37.610
I think it's a horrible mistake.

00:53:38.650 --> 00:53:40.972
Um, we, we can talk about the conversation,

00:53:41.012 --> 00:53:42.974
you know, using the term doctor,

00:53:43.135 --> 00:53:44.376
the pros and cons that we

00:53:44.416 --> 00:53:46.257
learned from arguments around,

00:53:46.838 --> 00:53:48.579
are you a doctor of physical therapy?

00:53:48.639 --> 00:53:49.018
Yes.

00:53:49.059 --> 00:53:50.800
Should you use the word doctor in,

00:53:51.021 --> 00:53:51.780
in your language?

00:53:52.461 --> 00:53:54.143
I think primary care is

00:53:54.222 --> 00:53:55.543
moving down this same

00:53:55.643 --> 00:53:57.085
dangerous road and I don't

00:53:57.125 --> 00:53:58.065
think it's going to achieve

00:53:58.085 --> 00:53:58.806
what we want it to.

00:53:58.987 --> 00:54:00.347
Let's talk about that next week.

00:54:00.887 --> 00:54:04.431
Uh, what I've got to share here now, uh,

00:54:04.903 --> 00:54:06.686
This was brought up.

00:54:06.806 --> 00:54:08.766
Let me see if I can grab it.

00:54:09.367 --> 00:54:11.130
This was brought up in a

00:54:11.289 --> 00:54:13.331
occupational therapy Facebook group,

00:54:13.391 --> 00:54:15.994
Kara Kettering-Welke.

00:54:16.333 --> 00:54:18.255
I can never say her last name.

00:54:19.177 --> 00:54:20.858
She shared this article and

00:54:20.878 --> 00:54:23.721
I asked her to share it in my group.

00:54:24.081 --> 00:54:27.023
So this is from HHS OIG

00:54:27.704 --> 00:54:29.264
Office of Inspector General.

00:54:29.985 --> 00:54:30.907
Greenfield.

00:54:30.947 --> 00:54:32.728
Now, this is not a physical therapy group,

00:54:33.088 --> 00:54:34.409
but we'll talk about it.

00:54:34.489 --> 00:54:35.710
Greenfield Health System

00:54:35.751 --> 00:54:36.751
agreed to pay two hundred

00:54:36.771 --> 00:54:37.672
and eighty six thousand

00:54:37.713 --> 00:54:38.793
dollars for allegedly

00:54:38.833 --> 00:54:40.014
violating the civil

00:54:40.094 --> 00:54:42.376
monetary penalty law by

00:54:42.436 --> 00:54:45.079
requesting payment from beneficiaries,

00:54:45.380 --> 00:54:47.242
Medicare beneficiaries in

00:54:47.302 --> 00:54:48.983
violation of an assignment

00:54:49.204 --> 00:54:51.606
of assignment of agreement,

00:54:51.646 --> 00:54:53.367
basically when you accept assignment.

00:54:54.088 --> 00:54:54.929
So just real quick,

00:54:55.409 --> 00:54:57.891
self-disclosure to the OIG,

00:54:58.271 --> 00:54:59.751
Greenfield Health System.

00:55:00.373 --> 00:55:01.733
They agreed to pay the two

00:55:01.753 --> 00:55:02.414
hundred and eighty six

00:55:02.454 --> 00:55:03.894
thousand dollar fine for

00:55:03.914 --> 00:55:05.797
allegedly violating this act.

00:55:06.237 --> 00:55:07.777
They were charging annual

00:55:07.838 --> 00:55:10.539
memberships to Medicare beneficiaries.

00:55:11.380 --> 00:55:13.561
They also agreed to refund

00:55:14.143 --> 00:55:15.664
five hundred and seventy

00:55:15.704 --> 00:55:16.864
three thousand dollars to

00:55:16.905 --> 00:55:18.846
Medicare beneficiaries for

00:55:18.885 --> 00:55:21.047
the membership fees that they charged.

00:55:23.594 --> 00:55:25.815
I always struggle with

00:55:25.876 --> 00:55:29.016
balancing the anti-small

00:55:29.077 --> 00:55:31.117
business sentiment of

00:55:31.259 --> 00:55:33.980
government and compliance

00:55:34.559 --> 00:55:36.701
with we're just here trying

00:55:36.740 --> 00:55:37.981
to help the consumer.

00:55:38.681 --> 00:55:39.543
The fact is,

00:55:39.583 --> 00:55:42.583
when you look at this at the base level,

00:55:43.244 --> 00:55:44.465
okay, so this group,

00:55:44.726 --> 00:55:46.425
this medical group was

00:55:46.485 --> 00:55:47.427
charging Medicare

00:55:47.467 --> 00:55:48.807
beneficiaries a membership.

00:55:48.827 --> 00:55:49.248
Okay.

00:55:49.795 --> 00:55:52.059
You can't require Medicare

00:55:52.099 --> 00:55:54.063
beneficiaries to pay in

00:55:54.184 --> 00:55:55.987
order to receive Medicare benefits.

00:55:56.048 --> 00:55:57.672
So if they were requiring

00:55:57.751 --> 00:55:58.994
this membership be paid,

00:55:59.416 --> 00:56:00.557
that's a clear violation.

00:56:02.054 --> 00:56:02.494
I don't know.

00:56:02.554 --> 00:56:03.635
Did they have people on the

00:56:03.675 --> 00:56:05.697
staff that understood this?

00:56:05.757 --> 00:56:07.380
Were they doing it intentionally?

00:56:07.480 --> 00:56:09.922
You know, my assumption is probably not.

00:56:10.003 --> 00:56:10.884
They just thought, hey,

00:56:10.923 --> 00:56:12.626
we want to help Medicare beneficiaries.

00:56:12.666 --> 00:56:14.146
We want to deliver a better outcome.

00:56:14.788 --> 00:56:16.090
Let's charge a membership

00:56:16.110 --> 00:56:17.550
for non-covered services

00:56:17.610 --> 00:56:18.833
and things that are, you know...

00:56:20.990 --> 00:56:22.092
Let's bring in more money so

00:56:22.132 --> 00:56:23.532
we can deliver a better service.

00:56:23.552 --> 00:56:25.173
That's always the situation.

00:56:25.713 --> 00:56:26.934
The fact of the matter is

00:56:26.974 --> 00:56:27.795
the people who are

00:56:27.835 --> 00:56:29.936
intentionally defrauding the government,

00:56:29.956 --> 00:56:31.498
who are intentionally stealing,

00:56:32.099 --> 00:56:33.380
they're not stealing five

00:56:33.400 --> 00:56:34.420
hundred thousand dollars.

00:56:34.460 --> 00:56:35.280
They're stealing five

00:56:35.320 --> 00:56:36.601
hundred million dollars.

00:56:36.621 --> 00:56:37.422
Right.

00:56:37.443 --> 00:56:38.704
They're not, you know,

00:56:38.824 --> 00:56:40.945
self-reporting at this level.

00:56:40.965 --> 00:56:42.606
Like this was probably a mom

00:56:42.646 --> 00:56:44.648
and pop shop that just

00:56:44.867 --> 00:56:46.688
thought they were doing something great.

00:56:46.949 --> 00:56:49.731
And turns out they violated the law.

00:56:49.751 --> 00:56:49.952
Yeah.

00:56:51.431 --> 00:56:52.193
And again, you know,

00:56:52.353 --> 00:56:53.472
every time you try to do

00:56:53.532 --> 00:56:55.273
something helpful, beneficial,

00:56:55.333 --> 00:56:57.153
it seems like your hand gets slapped.

00:56:58.153 --> 00:56:59.514
You get penalized.

00:57:00.715 --> 00:57:01.855
I make more defensive

00:57:01.894 --> 00:57:03.655
decisions that harm patient

00:57:03.695 --> 00:57:05.576
care and outcomes just

00:57:05.615 --> 00:57:07.097
because it's not worth it.

00:57:07.597 --> 00:57:08.938
You know, for the minimum wage,

00:57:08.978 --> 00:57:10.559
I'm getting paid by Medicare.

00:57:10.599 --> 00:57:10.798
Like,

00:57:10.958 --> 00:57:12.739
why would I take a chance on doing

00:57:12.800 --> 00:57:13.460
something wrong?

00:57:13.960 --> 00:57:14.942
I'm going to give them the

00:57:15.041 --> 00:57:16.402
minimum standard of care

00:57:16.443 --> 00:57:17.784
that still helps them.

00:57:18.023 --> 00:57:19.204
I'm going to do the least

00:57:19.264 --> 00:57:20.364
amount of things that give

00:57:20.405 --> 00:57:21.925
me a chance of getting in trouble.

00:57:22.567 --> 00:57:24.068
And this is where health

00:57:24.088 --> 00:57:26.208
care is because there's

00:57:26.248 --> 00:57:27.469
somebody somewhere who

00:57:27.489 --> 00:57:28.369
thinks they're helping

00:57:28.409 --> 00:57:29.311
protect the consumer.

00:57:31.057 --> 00:57:32.199
yeah the juice isn't worth

00:57:32.219 --> 00:57:33.420
the squeeze when I when I

00:57:33.440 --> 00:57:34.242
took over and I'll give you

00:57:34.262 --> 00:57:35.362
like a radio parallel when

00:57:35.443 --> 00:57:36.483
I took over the radio

00:57:36.523 --> 00:57:39.686
station at years old like I

00:57:39.706 --> 00:57:40.527
was given like a six

00:57:40.588 --> 00:57:41.568
million dollar a year radio

00:57:41.588 --> 00:57:42.590
station which by the way I

00:57:42.791 --> 00:57:43.331
don't know if that was the

00:57:43.371 --> 00:57:44.172
brightest I'd be a bill

00:57:44.192 --> 00:57:46.554
like but glad you did it he

00:57:46.594 --> 00:57:48.137
said one thing he said your

00:57:48.197 --> 00:57:49.838
primary goal make sure we

00:57:49.858 --> 00:57:51.159
don't lose our fcc license

00:57:52.614 --> 00:57:53.496
Whatever risks you take,

00:57:53.516 --> 00:57:54.076
and I need you to take

00:57:54.115 --> 00:57:55.277
risks to stand out.

00:57:55.976 --> 00:57:57.398
Number one, you're North Star.

00:57:57.998 --> 00:57:58.739
If you're in a room,

00:57:58.759 --> 00:58:00.139
if you're about to turn a microphone on,

00:58:00.679 --> 00:58:01.659
is there a chance we lose

00:58:01.699 --> 00:58:02.541
our license on this?

00:58:02.860 --> 00:58:04.922
If the answer is anything but hell no,

00:58:05.202 --> 00:58:05.601
don't do it.

00:58:06.282 --> 00:58:08.764
The upside is never, we lose our license,

00:58:08.844 --> 00:58:09.505
we are dead.

00:58:10.224 --> 00:58:11.726
You should think the same thing, right,

00:58:11.746 --> 00:58:13.146
from your license, your business license,

00:58:13.166 --> 00:58:14.086
your professional license.

00:58:15.969 --> 00:58:17.369
Is there a remote chance

00:58:17.469 --> 00:58:19.190
this is not illegal?

00:58:19.271 --> 00:58:20.670
Is someone like the OIG

00:58:20.690 --> 00:58:21.431
going to come in for this?

00:58:21.791 --> 00:58:23.632
If the answer isn't absolutely not,

00:58:23.652 --> 00:58:24.773
there's no chance they come in.

00:58:24.873 --> 00:58:26.614
If that answer isn't absolutely not,

00:58:26.655 --> 00:58:27.695
don't do it.

00:58:27.735 --> 00:58:28.076
Don't do it.

00:58:29.402 --> 00:58:31.304
So parting shots, I'm going to go first.

00:58:32.664 --> 00:58:34.324
Hanging on this, you know,

00:58:34.525 --> 00:58:36.565
it's why don't more people

00:58:36.644 --> 00:58:38.146
do more innovative things,

00:58:38.226 --> 00:58:40.286
more cool things like create more,

00:58:40.485 --> 00:58:42.847
you know, better businesses?

00:58:43.286 --> 00:58:43.907
This is why.

00:58:44.166 --> 00:58:46.148
Because when you do,

00:58:46.188 --> 00:58:47.248
you run the risk of

00:58:47.288 --> 00:58:48.989
violating some arbitrary

00:58:49.028 --> 00:58:50.168
law that was established

00:58:50.268 --> 00:58:52.050
out there at some time in

00:58:52.110 --> 00:58:53.170
the past that might not

00:58:53.210 --> 00:58:55.231
even apply to current time.

00:58:56.090 --> 00:58:57.931
um the people who have

00:58:57.992 --> 00:58:59.532
something to lose you know

00:58:59.713 --> 00:59:00.733
we're going to be in a more

00:59:00.773 --> 00:59:03.054
defensive position so you

00:59:03.074 --> 00:59:05.356
have to play by the rules

00:59:05.876 --> 00:59:07.797
but you you still have to

00:59:07.818 --> 00:59:08.639
find a way to make

00:59:08.679 --> 00:59:09.559
something that people want

00:59:09.579 --> 00:59:11.739
to buy that's correct dave

00:59:11.760 --> 00:59:13.400
what do you got uh well

00:59:13.420 --> 00:59:14.641
real quick they're out of

00:59:14.661 --> 00:59:15.983
business this this uh

00:59:16.003 --> 00:59:17.244
portland oregon greenfield

00:59:17.284 --> 00:59:18.143
health system did you see

00:59:18.164 --> 00:59:20.065
that I did not say that but

00:59:20.085 --> 00:59:20.865
it would make sense

00:59:22.518 --> 00:59:23.619
So they weren't even that big.

00:59:23.659 --> 00:59:25.141
It wasn't like a huge hospital.

00:59:25.641 --> 00:59:27.184
It was like an urgent care or something.

00:59:27.623 --> 00:59:27.824
I mean,

00:59:27.864 --> 00:59:29.327
how big could they be if they were

00:59:29.387 --> 00:59:30.507
refunding five hundred

00:59:30.547 --> 00:59:32.309
thousand dollars in membership fees?

00:59:32.349 --> 00:59:34.432
Like this is not not a lot

00:59:34.813 --> 00:59:36.655
when you're looking at, you know,

00:59:36.755 --> 00:59:38.679
what others have done or are doing.

00:59:40.119 --> 00:59:42.340
My parting shot, I agree with Tony.

00:59:42.481 --> 00:59:44.581
I have to say this is what

00:59:45.222 --> 00:59:48.465
prevents creativity, advancement,

00:59:49.206 --> 00:59:50.027
different offers for

00:59:50.067 --> 00:59:51.467
different folks across the country.

00:59:52.869 --> 00:59:53.590
These fines,

00:59:54.090 --> 00:59:56.833
it sounds like it was ridiculous.

00:59:56.952 --> 00:59:57.673
It sounds like

00:59:58.333 --> 01:00:00.815
it was an offer like like

01:00:00.856 --> 01:00:03.097
not even a mandatory uh

01:00:03.217 --> 01:00:06.559
charge um but uh that and

01:00:06.579 --> 01:00:08.099
then also continue to be

01:00:08.139 --> 01:00:08.699
creative with your

01:00:08.739 --> 01:00:09.800
marketing continue to look

01:00:09.840 --> 01:00:10.621
outside of the box

01:00:10.960 --> 01:00:11.802
hopefully the thing that I

01:00:11.822 --> 01:00:13.123
covered and what tony and

01:00:13.163 --> 01:00:13.902
jimmy kind of double

01:00:13.922 --> 01:00:15.244
clicked on with the golden

01:00:15.264 --> 01:00:16.945
ticket uh idea hopefully

01:00:16.965 --> 01:00:18.005
that will help you in your

01:00:18.025 --> 01:00:19.065
practice with your

01:00:19.085 --> 01:00:20.166
marketing ideas and feel

01:00:20.186 --> 01:00:21.588
free to use chat gpt or

01:00:21.608 --> 01:00:23.329
canva or whatever recreate that

01:00:23.829 --> 01:00:24.309
Feel free.

01:00:25.110 --> 01:00:26.811
If you use it, you got to let us know.

01:00:26.891 --> 01:00:27.612
You got to let us maybe

01:00:27.632 --> 01:00:28.833
we'll have you on the show in the future.

01:00:29.454 --> 01:00:30.056
Yeah, I want to hear.

01:00:30.335 --> 01:00:31.476
I would love for in three

01:00:31.516 --> 01:00:32.858
months someone to say like, oh,

01:00:32.898 --> 01:00:33.318
I did that.

01:00:33.338 --> 01:00:34.199
And here's what happened.

01:00:35.021 --> 01:00:35.981
Here's what I thought was going to happen.

01:00:36.001 --> 01:00:37.163
And here's what actually happened.

01:00:37.884 --> 01:00:40.246
My parting shot is about is about diamonds,

01:00:40.286 --> 01:00:40.507
man.

01:00:40.527 --> 01:00:43.789
De Beers sold you on a rock.

01:00:44.471 --> 01:00:46.672
by making it mean something else,

01:00:46.913 --> 01:00:47.914
something inside.

01:00:47.954 --> 01:00:49.175
Like brilliant move, man.

01:00:49.195 --> 01:00:50.817
It's not even a hundred years old.

01:00:51.496 --> 01:00:53.079
So you're out here helping people move,

01:00:53.139 --> 01:00:54.500
live and feel powerful.

01:00:55.179 --> 01:00:55.920
I don't know, man.

01:00:55.960 --> 01:00:56.862
That feels more,

01:00:57.601 --> 01:00:58.923
it feels like more of a utility.

01:00:58.963 --> 01:00:59.724
That feels like it could be

01:00:59.764 --> 01:01:00.585
even more powerful.

01:01:00.985 --> 01:01:03.347
I feel like every PT and PTA knows this.

01:01:04.088 --> 01:01:05.509
It's time to make sure they

01:01:05.989 --> 01:01:07.210
can put words to it.

01:01:07.550 --> 01:01:08.791
So if they can sell diamonds,

01:01:08.811 --> 01:01:09.891
you can sell deadlifts.

01:01:10.431 --> 01:01:11.992
But first, you have to write the story,

01:01:12.452 --> 01:01:14.054
own that belief, repeat it,

01:01:14.693 --> 01:01:17.396
and you'll eventually make it stick.

01:01:17.635 --> 01:01:18.436
This was a good episode.

01:01:18.456 --> 01:01:18.996
This felt good.

01:01:19.777 --> 01:01:20.617
Good job, guys.

01:01:20.637 --> 01:01:22.498
I thought you were going to say da bears.

01:01:22.838 --> 01:01:23.418
Da bears.

01:01:24.480 --> 01:01:25.260
Da bears.

01:01:25.420 --> 01:01:26.521
And if you have any diamonds

01:01:26.541 --> 01:01:28.181
you want us to take a look at,

01:01:28.202 --> 01:01:28.742
you can send them.

01:01:28.782 --> 01:01:31.364
I'll DM you my address right now.

01:01:31.960 --> 01:01:32.822
Back on Tuesday,

01:01:32.922 --> 01:01:34.284
we'll talk about primary care.

01:01:34.684 --> 01:01:35.505
Maybe we get some primary

01:01:35.525 --> 01:01:37.327
care experts to weigh in before that.

01:01:37.367 --> 01:01:39.030
If you use primary care,

01:01:39.050 --> 01:01:40.090
if you use that in your messaging,

01:01:40.150 --> 01:01:41.291
I want to hear from you.

01:01:41.331 --> 01:01:42.432
Gentlemen, have a good day.

01:01:42.452 --> 01:01:43.074
Have a good weekend.

01:01:43.655 --> 01:01:44.175
All right, guys.

01:01:44.195 --> 01:01:44.416
See you.

This Is How Physical Therapists Should REALLY Be Marketing in 2025

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