Unlocking Patient Value

WEBVTT

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Starting to feel more and

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more like a morning show.

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I'm like, you know,

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getting the sleep out of my eyes.

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PT Breakfast Club.

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Thanksgiving week.

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Are we doing a show on Thursday?

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Are we wearing turkeys on our head?

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Are we eating stuff for breakfast?

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I would say let's take the day off.

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Maybe I'll put together like

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a clip episode that I could just share.

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Yeah.

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I would like to say...

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Two days before Thanksgiving

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that I am very thankful to

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both of you guys.

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How much you've supported

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what I've done this year

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and last year and all the time, actually.

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I just have so much fun doing this.

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And I get to speak with you guys.

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Super smart.

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And we get to bounce ideas

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off of each other.

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And the side bonus of

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there's other people that

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like it and watch it and

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send me emails and messages and all that.

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So I just want to say...

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Obviously, there's other things.

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My son was born this year, my wife,

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all that family, of course, thankful.

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I just want to say, Jimmy and Tony,

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I'm thankful for both of you.

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Absolutely, Dave.

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All right.

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What are we kicking off with?

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Um, we had some interaction going on this,

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uh, in the, uh,

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in the chat that we share.

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And I actually, as I was, you know,

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making my coffee this morning,

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I saw another video and I

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got in trouble for playing

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the audio of that Gary Vee video,

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by the way, on YouTube, YouTube is like,

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yeah, you can't use that.

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I'm like, oh yeah, my bad.

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So I won't do that anymore.

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So used to doing it on the radio.

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Like no one, no one cared.

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Um,

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the video showed a guy who was handing

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out water for free and the

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name of the water was free water.

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Pretty good.

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Except their business model

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was like a little bit different.

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They just turned it.

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So they don't sell water.

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They give water away.

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But the way they make their money is...

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They let companies advertise

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on the container.

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And I'm like, well,

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that's what CBS and NBC does, right?

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Like they give you the ER or

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Friends or Seinfeld for free, right?

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You got to pay for cable though.

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So that was a little twist in there.

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They give it to you for free,

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but then they get to put, you know,

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Cadillac commercials and

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Kleenex commercials and

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Clorox commercials in there.

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And I just thought this was,

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it's an innovative model.

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It's not like I haven't heard it before.

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but I thought it was a

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unique twist because Tony,

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you were talking about,

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and I gotta be honest yesterday,

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I was like doing a lot of

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work and I was watching you

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guys fire messages back and

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forth in the chat.

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You were talking about a

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little bit of a model,

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a little bit of a twist on

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a model that had to do with

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physical products and physical therapy.

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Like walk us, walk me through that.

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So while I'm waking up here

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so I can wrap my head around it,

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it felt like free water,

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free water.io was like this

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thing that seemed like it

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was straightforward, but it took a twist.

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So you and my twelve year

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old must be watching the

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same content because he

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came up to me yesterday and I was like,

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Dad,

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there's this company that give away

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free water if you advertise

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on the bottle.

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But yeah,

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that's been around for a couple of years.

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I remember, you know,

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we had looked into putting

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advertisements on bottles.

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She's like fifteen years ago.

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But yesterday's conversation,

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I interviewed Joseph Lowe.

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I know Dave's connected with him,

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and we talked about that.

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He's basically starting a PT

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supply company.

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It's called Pure PT Supply.

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This is not an endorsement.

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It's just the name of the company.

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And we were talking.

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There you go.

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Those are his bands.

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One of his bands, yep.

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Yeah.

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So I was thinking about it.

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Now, again, I'm like,

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how do we start the

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conversation where the

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patient is rather than

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where we want the patient to be?

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A patient with low back pain

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isn't immediately thinking,

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I need physical therapy.

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They're not thinking,

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I need to hire Dave Kittles.

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They're thinking my back hurts.

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I need this to stop.

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Maybe they're thinking I want a massager.

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Maybe they're like a physical device,

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a seat, a massage gun.

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You know,

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maybe they're thinking I need a cream,

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an ointment.

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I need a blue emu or something like that.

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So I'm like,

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how do we inject ourselves in

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the conversation earlier?

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And I said, well,

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what if and I don't know

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anything about Facebook ads, but I'm like,

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what if we run ads for products?

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that target our ideal

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demographic gets us into

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the conversation earlier.

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And Dave and I have talked

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about this for a decade where it's like,

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all right, you have the physical product,

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you sell the physical product.

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Maybe you make a little

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commission on that enough

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to cover the cost of the ad.

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but then the next level of

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that is you sell the

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product with a digital

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product that I create so

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it's like you're going to

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buy a tens unit the tens

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unit is thirty dollars the

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tens unit plus my digital

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course showing you how to

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use the tens unit where to

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use the tens unit plus

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stretches and exercises to

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supplement the tens unit

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that's ninety nine dollars

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Or the premier offer is

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three hundred dollars.

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You get a live one on one with me,

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either in person or through

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telehealth virtually.

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You get the digital product

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that I created and you get the TENS unit.

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But the idea is the physical

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product is what brings that

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person to the ecosystem.

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That's kind of where we were talking.

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That's what I was thinking.

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A lot of this this week is top of mind.

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My mom in terms of physical

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products or stuff along this, this route.

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My mom this past week just

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spent let me let me let me ask you guys.

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Okay.

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Custom molded orthotics from some store.

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Three sets.

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Guess how much?

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So back in my day, back in my day,

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it was three hundred

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dollars to do the blue foam like imprint,

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get the custom orthotic,

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get it delivered and issued

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to the person.

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It was three hundred dollars

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for one pair of custom orthotics.

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And this is going back

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fifteen or twenty years.

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So I've got to think a thousand dollars.

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Jimmy.

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Yeah,

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I was going to go like I was going to

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say less.

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I was going to say six hundred bucks.

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Try sixteen hundred dollars.

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Wow.

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And what's amazing, by the way, and mom,

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you know, if you're listening,

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it is what it is, mom.

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She did pay briefly out of

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pocket for physical therapy,

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but she also has Medicare and said,

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you know,

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I'd rather do Medicare physical therapy.

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OK, didn't really go down that route,

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like like went to a brick

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and mortar place that did

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Medicare physical therapy, which is fine.

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Didn't opt to do the home Medicare thing.

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Physical therapy, basically for free.

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But so like kind of in my opinion,

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like maybe Penny pinches

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around the service part of it.

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But then the physical

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product side drops sixteen

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hundred at a place called

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the Good Feet Store or

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whatever in South Jersey.

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So obviously they already

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had like the store is all

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just like insoles and orthotics.

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And I guess they sell shoes

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and they try to also sell

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her a pair of Brooks

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running shoes for one

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hundred forty five dollars that.

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And I was like,

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I don't even pay one forty

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five for Brooks running shoes,

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like maybe maybe one twenty.

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You know, your special day.

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Yeah.

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I mean, so it's wild how people will spend,

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they have some money and they're like,

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where do I want to really spend it?

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And some people will do the service,

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like my type of ideal client.

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And then other clients who

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my mom and my dad are not my ideal client,

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which is hilarious.

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They will then,

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I'd rather spend it on this

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physical thing.

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So Tony,

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this is right up your alley and this is,

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we're going to get into it more, but

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Um, it's a great idea.

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And especially Tony used to

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do this with the tens unit and this,

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that whole offering that

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you were talking about.

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And you can have those two

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or three offers on the same landing page.

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So they click on the ad,

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they go to the landing page.

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And like Tony said,

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it could be first price for

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the tens unit only the second price,

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a little bit higher for

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tens unit plus digital course,

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third option, most expensive tens unit.

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digital course and a custom

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like telehealth visit in person visit,

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whatever.

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So I'm not doing this right now.

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But I'm certainly reminded

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of it on how it can work

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and how I can maybe get

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some of these consumers

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that are not my ideal

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clients maybe migrate my

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way on the continuum.

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Scott wants to know how they

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fit her for the orthotics.

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I'll have to ask her specifically, but she,

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she said an imprint.

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So it sounded more than just the,

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I know there's some devices

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now where you can do like a digital scan,

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but it sounded like almost

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like the classic way,

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some type of a mold.

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And then from that mold,

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they made three sets while she was there,

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which is kind of impressive.

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I don't know how long she was there,

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but to sell

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a good you have to have good

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marketing you have to have

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a good sales pitch with the

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with the person who's

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helping you with this my

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mom sent me a screenshot

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they sent her even like a

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google calendar invite for

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like this appointment so

00:08:54.707 --> 00:08:56.149
this is like all that is

00:08:56.188 --> 00:08:57.589
dialed in everything is

00:08:57.668 --> 00:08:58.808
legit but um to answer

00:08:58.830 --> 00:08:59.789
scott's question yeah

00:08:59.850 --> 00:09:01.490
molded this just this just

00:09:01.529 --> 00:09:02.530
highlights the order of

00:09:02.591 --> 00:09:05.831
events right like costco's

00:09:06.011 --> 00:09:07.412
hot dog right has remained

00:09:07.432 --> 00:09:08.832
a dollar for billion years like

00:09:10.153 --> 00:09:11.255
If you're deciding where to

00:09:11.296 --> 00:09:12.438
shop that day and you're like, yeah,

00:09:12.499 --> 00:09:13.421
I could use a hot dog.

00:09:14.482 --> 00:09:15.885
So they lose money on the hot dog,

00:09:15.905 --> 00:09:16.888
but they understand what to

00:09:16.908 --> 00:09:17.688
do to get you in.

00:09:17.750 --> 00:09:19.332
So I think it's a little bit

00:09:19.373 --> 00:09:20.434
different here because...

00:09:21.581 --> 00:09:23.381
The physical product, I mean, some PTs,

00:09:23.402 --> 00:09:25.423
we've talked about this before, feel icky,

00:09:25.702 --> 00:09:26.482
like selling it.

00:09:26.503 --> 00:09:27.383
They'd rather just tell you to,

00:09:27.523 --> 00:09:28.163
they'd rather just look

00:09:28.203 --> 00:09:29.024
over your shoulder and show

00:09:29.043 --> 00:09:29.943
you what to get on Amazon.

00:09:30.065 --> 00:09:31.044
And then that transaction is

00:09:31.085 --> 00:09:31.884
done and that's fine.

00:09:32.085 --> 00:09:33.186
There's a hundred percent fine.

00:09:33.926 --> 00:09:35.027
But this is a unique twist

00:09:35.047 --> 00:09:36.326
where it puts the product first,

00:09:36.826 --> 00:09:38.347
where normally we'd have our, you know,

00:09:38.388 --> 00:09:40.009
Peace Corps gene and say, no,

00:09:40.269 --> 00:09:41.408
that's not gonna help you.

00:09:41.448 --> 00:09:42.149
It's like, I don't know,

00:09:42.190 --> 00:09:43.190
it helps some people or

00:09:43.230 --> 00:09:44.711
else those things wouldn't sell.

00:09:45.410 --> 00:09:47.292
So can you use that attention?

00:09:47.312 --> 00:09:49.692
So like in every one of these models,

00:09:50.495 --> 00:09:51.576
attention comes first.

00:09:52.115 --> 00:09:52.756
It's just, what are you,

00:09:52.856 --> 00:09:53.557
what are you trying to

00:09:53.616 --> 00:09:55.298
shine the light on to get

00:09:55.317 --> 00:09:55.918
them in the door?

00:09:56.119 --> 00:09:56.958
The traditional manner

00:09:57.259 --> 00:09:58.220
manner is you put a giant

00:09:58.279 --> 00:09:59.260
sign outside your clinic,

00:09:59.500 --> 00:10:00.861
you write physical and

00:10:01.022 --> 00:10:02.682
therapy as big as you can.

00:10:02.964 --> 00:10:05.125
Maybe you put a cadetious, right?

00:10:05.144 --> 00:10:05.885
The staff with the,

00:10:06.145 --> 00:10:07.265
with the snakes around it,

00:10:07.306 --> 00:10:08.527
the said that she should show this.

00:10:08.567 --> 00:10:09.707
Like we are medical.

00:10:09.967 --> 00:10:11.609
We are not like those other guys,

00:10:11.649 --> 00:10:13.730
those snake oil salesmen, which is ironic,

00:10:13.770 --> 00:10:13.951
right?

00:10:14.010 --> 00:10:17.332
Our cadetious has two snakes on it.

00:10:17.613 --> 00:10:19.434
We don't sell the oil, just the snakes.

00:10:19.654 --> 00:10:19.794
Yeah.

00:10:20.836 --> 00:10:22.296
But what you're doing is you're saying,

00:10:22.756 --> 00:10:23.476
hey, listen,

00:10:23.496 --> 00:10:24.457
if you're going to get this anyway,

00:10:24.498 --> 00:10:26.739
like here is a suggestion, by the way,

00:10:26.798 --> 00:10:27.418
dot, dot, dot.

00:10:27.698 --> 00:10:29.000
So you're using this as you're like,

00:10:29.740 --> 00:10:31.701
this is your this is your taste test.

00:10:32.201 --> 00:10:33.822
This is your if you're going

00:10:33.842 --> 00:10:34.863
to pick this poison anyway,

00:10:34.942 --> 00:10:35.803
I might as well be the one

00:10:36.264 --> 00:10:37.043
pointing you toward it.

00:10:37.083 --> 00:10:38.085
I can give you a good one.

00:10:38.625 --> 00:10:39.485
And then, by the way,

00:10:39.525 --> 00:10:40.525
if that didn't help or you

00:10:40.566 --> 00:10:42.366
want and a digital product,

00:10:42.407 --> 00:10:44.467
which is PT light or diet PT.

00:10:44.908 --> 00:10:45.629
And then if you'd like

00:10:45.649 --> 00:10:46.929
something in person right this way.

00:10:48.513 --> 00:10:48.673
Yeah.

00:10:48.712 --> 00:10:50.514
You know, it's funny for years,

00:10:50.914 --> 00:10:51.735
twenty years.

00:10:52.576 --> 00:10:53.236
That's all I did.

00:10:53.336 --> 00:10:54.317
I would put a sign on the

00:10:54.357 --> 00:10:55.158
front of the building that

00:10:55.177 --> 00:10:56.178
said physical therapy.

00:10:56.399 --> 00:10:57.440
It wouldn't have a name.

00:10:57.500 --> 00:10:58.441
It wouldn't have branding.

00:10:58.461 --> 00:10:59.581
It wouldn't have anything

00:11:00.081 --> 00:11:01.643
because I was effectively a

00:11:01.702 --> 00:11:03.845
vending machine producing

00:11:03.884 --> 00:11:05.966
billable units to insurance

00:11:05.985 --> 00:11:07.246
company beneficiaries.

00:11:08.327 --> 00:11:09.568
So I didn't want anything to

00:11:09.609 --> 00:11:10.389
interfere with that.

00:11:10.529 --> 00:11:12.871
I didn't want any personalization to it.

00:11:13.052 --> 00:11:14.592
I just wanted that vending

00:11:14.633 --> 00:11:15.673
machine sitting out there.

00:11:16.073 --> 00:11:17.315
With the big sign that said

00:11:17.775 --> 00:11:18.777
you can cash in your

00:11:19.437 --> 00:11:20.677
insurance benefits right

00:11:20.738 --> 00:11:22.080
here for physical therapy.

00:11:23.181 --> 00:11:24.282
Now things are changing.

00:11:25.143 --> 00:11:26.663
Now there's no value or

00:11:26.683 --> 00:11:28.125
there's less value in that

00:11:28.164 --> 00:11:29.285
kind of business model.

00:11:29.807 --> 00:11:30.908
If you're not going to scale,

00:11:30.967 --> 00:11:31.869
if you're not going to grow.

00:11:31.889 --> 00:11:33.509
And I think we talked about this before.

00:11:33.549 --> 00:11:35.251
Like I talked to Joey Albritton.

00:11:35.812 --> 00:11:36.793
is like if you're going to

00:11:36.812 --> 00:11:39.014
do a one person operation

00:11:39.173 --> 00:11:41.355
okay or you go to a four

00:11:41.394 --> 00:11:43.035
plus person operation

00:11:43.436 --> 00:11:44.436
you're gonna die in the

00:11:44.475 --> 00:11:45.456
middle if you're trying to

00:11:45.517 --> 00:11:46.977
run two or three providers

00:11:46.998 --> 00:11:48.378
because they're just not

00:11:48.437 --> 00:11:49.479
enough money there to

00:11:49.558 --> 00:11:50.960
support what those

00:11:51.019 --> 00:11:52.841
providers need and take on

00:11:52.860 --> 00:11:54.341
the risk of hiring those

00:11:54.380 --> 00:11:57.082
providers um but this

00:11:57.222 --> 00:11:59.124
bringing those physical products in now

00:11:59.943 --> 00:12:01.664
You guys know, but for people watching,

00:12:02.326 --> 00:12:04.847
Amazon influencer, Amazon affiliate,

00:12:04.868 --> 00:12:05.749
like I've been doing that

00:12:05.769 --> 00:12:06.950
for over a decade.

00:12:07.409 --> 00:12:09.051
When I do a video,

00:12:09.171 --> 00:12:10.532
put it on the Amazon

00:12:10.591 --> 00:12:13.475
influencer video program, that video,

00:12:13.534 --> 00:12:14.816
the title of that video

00:12:15.015 --> 00:12:16.736
shows up in YouTube search

00:12:16.917 --> 00:12:18.177
and Google search.

00:12:18.217 --> 00:12:18.499
Sorry.

00:12:19.619 --> 00:12:22.919
So I optimize SEO for that.

00:12:22.980 --> 00:12:24.779
And I've had people that are

00:12:24.820 --> 00:12:27.020
searching Google for products.

00:12:27.061 --> 00:12:28.260
They find the Amazon

00:12:28.321 --> 00:12:30.140
influencer video and these

00:12:30.181 --> 00:12:30.921
are my patients.

00:12:30.961 --> 00:12:32.022
And they're like, oh, my gosh,

00:12:32.162 --> 00:12:33.542
I was searching and I found

00:12:33.581 --> 00:12:35.221
you and your videos on Amazon.

00:12:35.981 --> 00:12:38.543
I'm like, yeah, I know that's intentional.

00:12:38.982 --> 00:12:40.342
But these are people that

00:12:40.363 --> 00:12:41.702
are looking for those products.

00:12:42.222 --> 00:12:43.244
We're just meeting them

00:12:43.364 --> 00:12:44.624
earlier in that journey.

00:12:45.130 --> 00:12:46.951
Could you do like the twist too?

00:12:47.371 --> 00:12:48.371
Here's a crazy idea.

00:12:48.731 --> 00:12:50.091
Could you do two videos?

00:12:50.412 --> 00:12:50.652
Dave,

00:12:50.711 --> 00:12:53.712
hold up those resistance bands again.

00:12:53.732 --> 00:12:54.852
Dave could do a video

00:12:54.913 --> 00:12:56.693
showing you five reasons

00:12:56.714 --> 00:12:58.474
why that resistance band is great.

00:12:59.073 --> 00:13:00.354
Dave could then have another

00:13:00.374 --> 00:13:02.134
video with different SEO

00:13:02.575 --> 00:13:03.695
about how this resistance

00:13:03.735 --> 00:13:05.395
band is the worst thing ever.

00:13:05.816 --> 00:13:06.875
Both of them have the link

00:13:06.916 --> 00:13:08.336
to the resistance band and

00:13:08.416 --> 00:13:09.436
both of them eventually

00:13:09.456 --> 00:13:10.657
land on Dave's website if

00:13:10.677 --> 00:13:11.437
you're in New York City.

00:13:11.996 --> 00:13:14.198
So the goal is attention, right?

00:13:14.278 --> 00:13:15.219
Like that's what it is.

00:13:16.801 --> 00:13:17.541
David is saying you're a

00:13:17.561 --> 00:13:18.341
trusted professional.

00:13:18.682 --> 00:13:20.403
You're doing a disservice, David thinks,

00:13:20.844 --> 00:13:21.924
to your patients by not

00:13:22.065 --> 00:13:23.085
offering professional grade

00:13:23.105 --> 00:13:23.806
products in your clinic.

00:13:24.066 --> 00:13:24.446
David?

00:13:25.386 --> 00:13:25.947
Thank you.

00:13:26.927 --> 00:13:28.067
I personally agree with you.

00:13:28.107 --> 00:13:29.927
When I walk into – if I'm

00:13:29.947 --> 00:13:30.548
hanging out with a

00:13:30.888 --> 00:13:32.908
triathlon coach and there's

00:13:33.009 --> 00:13:34.668
something that could have helped me,

00:13:34.989 --> 00:13:35.970
but they didn't offer it to

00:13:35.990 --> 00:13:38.129
me or suggest it to me, what do you do?

00:13:38.149 --> 00:13:38.830
What am I paying for?

00:13:38.850 --> 00:13:40.770
I thought I was paying for your expertise.

00:13:40.811 --> 00:13:41.650
I thought the stuff between

00:13:41.671 --> 00:13:43.051
your ears was the stuff I was paying for.

00:13:43.431 --> 00:13:44.611
If you thought there was a

00:13:44.652 --> 00:13:45.892
better seat for my bike

00:13:45.912 --> 00:13:47.552
that would make me hurt

00:13:47.611 --> 00:13:48.873
less or more – and you

00:13:48.952 --> 00:13:50.932
didn't offer it to me –

00:13:51.072 --> 00:13:51.192
Now,

00:13:51.712 --> 00:13:53.114
I understand where that line is or

00:13:53.134 --> 00:13:54.134
where some people might feel bad,

00:13:54.154 --> 00:13:54.634
which is like,

00:13:54.774 --> 00:13:55.775
are you suggesting it

00:13:55.796 --> 00:13:56.996
because you get ten bucks

00:13:57.017 --> 00:13:58.158
or are you suggesting it

00:13:58.198 --> 00:13:59.178
because it's a good coach?

00:13:59.580 --> 00:14:01.240
Dude, that's everywhere, right?

00:14:01.360 --> 00:14:01.461
So...

00:14:02.673 --> 00:14:03.274
Be good.

00:14:03.413 --> 00:14:04.955
Like an Amazon influencer

00:14:04.975 --> 00:14:05.914
program doesn't make people

00:14:05.955 --> 00:14:06.654
do shady things.

00:14:06.975 --> 00:14:08.296
Shady people are gonna shade.

00:14:08.576 --> 00:14:10.057
Good people are gonna do good things.

00:14:10.537 --> 00:14:11.697
So offer that out there.

00:14:12.357 --> 00:14:12.738
I don't know.

00:14:13.597 --> 00:14:14.418
The one thing Tony was just

00:14:14.437 --> 00:14:16.418
talking about with putting videos on,

00:14:16.538 --> 00:14:17.360
and I've never done this,

00:14:17.379 --> 00:14:18.399
but I've seen Tony do it

00:14:18.460 --> 00:14:19.360
and he's done it forever.

00:14:19.440 --> 00:14:20.740
He's one of the only

00:14:20.760 --> 00:14:21.681
physical therapists that does it.

00:14:22.000 --> 00:14:25.101
The fascinating sidebar of

00:14:25.142 --> 00:14:27.123
this is that consumers,

00:14:28.783 --> 00:14:29.644
I learned this through, I think,

00:14:29.683 --> 00:14:30.264
Chad Madden.

00:14:30.303 --> 00:14:31.404
I think Chad Madden mentioned this.

00:14:32.369 --> 00:14:35.770
Consumers like to stumble upon something.

00:14:36.692 --> 00:14:38.373
They have some... I don't know what it is.

00:14:38.472 --> 00:14:39.572
They have a feeling of like,

00:14:40.134 --> 00:14:42.154
I found this Easter egg, whatever.

00:14:43.255 --> 00:14:44.216
And then they pursue it

00:14:44.275 --> 00:14:46.778
sometimes more than if they

00:14:46.798 --> 00:14:47.538
were referred by a

00:14:47.577 --> 00:14:48.859
physician or referred by a

00:14:48.899 --> 00:14:50.019
running coach or the gym

00:14:50.100 --> 00:14:51.620
owner or word of mouth.

00:14:51.681 --> 00:14:52.701
And we know how...

00:14:54.361 --> 00:14:54.743
Word of mouth.

00:14:54.783 --> 00:14:56.082
We know how powerful word of mouth is.

00:14:56.604 --> 00:14:58.304
But the idea of a consumer

00:14:58.745 --> 00:15:00.125
searching something on Google,

00:15:00.385 --> 00:15:01.907
they see a little thumbnail

00:15:01.927 --> 00:15:03.048
preview of a video from

00:15:03.128 --> 00:15:04.889
Amazon about the product or

00:15:05.110 --> 00:15:05.990
close to the product that

00:15:06.009 --> 00:15:06.551
they were looking for.

00:15:06.571 --> 00:15:07.191
They click into that.

00:15:07.530 --> 00:15:08.011
Now, all of a sudden,

00:15:08.032 --> 00:15:09.351
they went from Google to Amazon.

00:15:10.113 --> 00:15:11.214
There's only videos of this

00:15:11.333 --> 00:15:12.695
physical therapist named Tony Maritato.

00:15:12.735 --> 00:15:14.336
So obviously, he's incredible.

00:15:14.355 --> 00:15:14.855
We know he is.

00:15:14.916 --> 00:15:16.096
But obviously,

00:15:16.116 --> 00:15:17.738
it means he's got some credibility,

00:15:17.778 --> 00:15:18.438
authority, all that.

00:15:18.999 --> 00:15:20.000
The consumer clicks on it,

00:15:20.019 --> 00:15:21.061
then they reach out to Tony.

00:15:21.600 --> 00:15:22.501
Maybe they're out of state

00:15:22.601 --> 00:15:23.143
and they want to do a

00:15:23.202 --> 00:15:24.283
telehealth visit or something.

00:15:25.528 --> 00:15:27.090
Tony, do you know what I'm talking?

00:15:27.110 --> 00:15:27.490
I don't know.

00:15:27.571 --> 00:15:28.490
Is there a term for this?

00:15:28.951 --> 00:15:29.993
I think and I might be

00:15:30.052 --> 00:15:31.053
bending this a little bit,

00:15:31.234 --> 00:15:32.674
but I feel like this falls

00:15:32.715 --> 00:15:33.875
under the IKEA effect.

00:15:34.296 --> 00:15:35.417
And the IKEA effect is

00:15:35.476 --> 00:15:37.379
people value things that

00:15:37.438 --> 00:15:38.500
they needed to put together.

00:15:38.519 --> 00:15:39.740
Like the Lego effect would

00:15:39.760 --> 00:15:40.260
be another thing.

00:15:40.280 --> 00:15:42.682
It's like I feel a little

00:15:42.702 --> 00:15:43.683
bit better about this.

00:15:43.783 --> 00:15:44.884
I feel a little ownership

00:15:44.924 --> 00:15:46.505
because I put it together

00:15:46.885 --> 00:15:48.246
and I think I'll get my buddy.

00:15:49.567 --> 00:15:50.428
What's that like?

00:15:50.528 --> 00:15:51.110
I solved it.

00:15:51.629 --> 00:15:51.769
Yeah,

00:15:51.789 --> 00:15:53.870
it's like I have affinity towards

00:15:53.910 --> 00:15:55.412
this desk over here because

00:15:55.451 --> 00:15:57.513
I got it from Ikea and I put it together.

00:15:57.572 --> 00:16:00.413
So there's this attachment to it.

00:16:00.514 --> 00:16:02.335
I have a higher value

00:16:02.355 --> 00:16:03.715
because I put this together.

00:16:04.056 --> 00:16:05.015
Now, Ikea is smart.

00:16:05.196 --> 00:16:06.076
They make it real easy.

00:16:06.116 --> 00:16:07.677
So idiots like me can't screw it up.

00:16:07.697 --> 00:16:08.378
So when I look at it,

00:16:08.398 --> 00:16:09.158
I don't look at it like

00:16:09.197 --> 00:16:10.839
Picasso put together a bookshelf.

00:16:11.178 --> 00:16:12.339
It looks like a normal bookshelf.

00:16:12.700 --> 00:16:13.120
But I think...

00:16:14.220 --> 00:16:15.520
This is also the idea or

00:16:15.581 --> 00:16:16.441
parts of the idea of how

00:16:16.541 --> 00:16:17.461
misinformation and

00:16:17.522 --> 00:16:18.863
disinformation spreads.

00:16:19.243 --> 00:16:20.062
I heard from this guy.

00:16:20.082 --> 00:16:21.303
He seemed really convincing.

00:16:21.423 --> 00:16:21.604
I mean,

00:16:21.884 --> 00:16:22.945
look at look at some of the leaders,

00:16:22.985 --> 00:16:23.125
right?

00:16:23.144 --> 00:16:25.426
Like Alex Jones and Infowars.

00:16:25.446 --> 00:16:27.047
Like that's a TV quality

00:16:27.147 --> 00:16:28.327
million dollar set.

00:16:28.567 --> 00:16:29.368
And he's looking in the

00:16:29.408 --> 00:16:31.470
camera and he says it strongly.

00:16:31.649 --> 00:16:33.250
He says it over and over again.

00:16:33.350 --> 00:16:34.410
He says it with conviction.

00:16:34.691 --> 00:16:36.211
He gets other people to say it.

00:16:36.251 --> 00:16:38.393
So you take that person who's on the edge,

00:16:38.413 --> 00:16:39.953
who sort of thinks or wants

00:16:39.974 --> 00:16:40.855
to believe something and

00:16:40.875 --> 00:16:41.654
you keep repeating it.

00:16:41.715 --> 00:16:42.394
Now it's in the middle of

00:16:42.414 --> 00:16:43.155
their belief system.

00:16:43.495 --> 00:16:45.158
So I think that's definitely

00:16:45.197 --> 00:16:46.860
part of it is I feel like

00:16:46.940 --> 00:16:48.822
everybody's going left,

00:16:49.023 --> 00:16:50.205
and I'm not a sheep, man.

00:16:50.225 --> 00:16:50.945
I'm not sheeple.

00:16:51.346 --> 00:16:51.927
I'm going to go this way.

00:16:51.947 --> 00:16:53.087
So I think there is an effect.

00:16:53.207 --> 00:16:54.028
There is part of that.

00:16:54.109 --> 00:16:55.270
I'm going to say it's the Ikea effect.

00:16:55.311 --> 00:16:56.032
I'll have my buddy who's a

00:16:56.072 --> 00:16:57.953
psychologist at Jefferson

00:16:57.974 --> 00:16:59.655
in Philly correct me.

00:17:00.219 --> 00:17:02.240
Yeah, I think there's that component.

00:17:02.320 --> 00:17:03.961
I think there's also just social proof.

00:17:04.020 --> 00:17:05.982
It's like, man, this guy is on Amazon.

00:17:06.022 --> 00:17:07.042
This guy is on YouTube.

00:17:07.083 --> 00:17:08.865
This guy is on TikTok and Instagram.

00:17:08.904 --> 00:17:09.744
He's everywhere.

00:17:10.885 --> 00:17:12.067
I think there's a level of

00:17:12.146 --> 00:17:14.028
social proof that goes along with that,

00:17:14.067 --> 00:17:15.729
where if it was a total fraud,

00:17:15.769 --> 00:17:17.269
somebody would have taken him down.

00:17:17.309 --> 00:17:20.392
And so there's that component to it.

00:17:20.531 --> 00:17:22.393
And going back to the process.

00:17:22.894 --> 00:17:24.734
So I think you enter the

00:17:24.775 --> 00:17:26.415
market with a physical product.

00:17:27.076 --> 00:17:28.936
And I shared recently,

00:17:29.938 --> 00:17:32.138
I can go into my Amazon Analytics.

00:17:32.720 --> 00:17:33.660
I can look at the most

00:17:33.720 --> 00:17:35.280
popular selling products.

00:17:35.741 --> 00:17:39.263
And for me, by far, it's TENS units.

00:17:39.604 --> 00:17:41.605
The simple, cheap, analog,

00:17:41.644 --> 00:17:43.066
nothing fancy TENS unit.

00:17:43.086 --> 00:17:44.227
They sell more units than

00:17:44.287 --> 00:17:45.807
anything on Amazon for me.

00:17:46.528 --> 00:17:47.888
Then it goes into a little

00:17:48.048 --> 00:17:49.750
under desk pedal cycle,

00:17:50.150 --> 00:17:51.371
and then it goes into like

00:17:51.391 --> 00:17:53.852
the QB and a couple of other devices.

00:17:54.271 --> 00:17:55.292
But I can use those

00:17:55.333 --> 00:17:57.574
analytics to guide my decision and say,

00:17:57.614 --> 00:17:57.814
okay,

00:17:57.834 --> 00:17:59.315
I'm going to put some money behind

00:17:59.674 --> 00:18:00.394
tens units.

00:18:01.316 --> 00:18:04.257
I'm going to create my ad copy.

00:18:04.277 --> 00:18:05.218
I'm going to, you know,

00:18:05.698 --> 00:18:08.079
Maybe I even work in the Clarity account.

00:18:08.099 --> 00:18:09.560
So now people can click and

00:18:09.580 --> 00:18:11.663
make a paid call to through

00:18:11.702 --> 00:18:13.305
Clarity to me if they want

00:18:13.325 --> 00:18:14.566
to ask me questions and do

00:18:14.605 --> 00:18:15.506
things like this.

00:18:16.527 --> 00:18:18.509
And when we're talking about attention,

00:18:18.568 --> 00:18:19.890
growing social media,

00:18:20.349 --> 00:18:21.270
we have to realize and

00:18:21.570 --> 00:18:23.373
every therapist comes back at me with,

00:18:23.673 --> 00:18:23.853
yeah,

00:18:23.873 --> 00:18:25.234
but what good is it if somebody in

00:18:25.275 --> 00:18:26.976
California watches my video

00:18:27.016 --> 00:18:27.876
when I'm in New York?

00:18:28.336 --> 00:18:28.537
Well,

00:18:28.636 --> 00:18:31.740
if you're only selling in-person services,

00:18:31.980 --> 00:18:33.522
there's not a lot of value to that.

00:18:33.542 --> 00:18:34.844
You get a couple pennies for

00:18:34.903 --> 00:18:37.165
some ad copy that somebody

00:18:37.247 --> 00:18:39.348
else pays for to put on your channel.

00:18:39.429 --> 00:18:42.592
But if you have this valuable asset,

00:18:42.632 --> 00:18:43.073
you say, okay,

00:18:43.133 --> 00:18:44.354
I got people in California

00:18:44.394 --> 00:18:45.315
watching my content.

00:18:45.414 --> 00:18:48.298
What can I create a value for them?

00:18:49.259 --> 00:18:50.359
I can sell them the product

00:18:50.380 --> 00:18:51.019
with the commission.

00:18:51.119 --> 00:18:52.820
I can sell them the digital product.

00:18:52.861 --> 00:18:54.102
I can sell them the virtual,

00:18:54.142 --> 00:18:55.982
the telehealth, the voice only,

00:18:56.022 --> 00:18:56.982
the voice and video.

00:18:57.423 --> 00:18:59.204
I can put them on a continuity program.

00:18:59.224 --> 00:19:00.285
We haven't even talked about

00:19:00.605 --> 00:19:02.866
remote therapeutic monitoring.

00:19:02.886 --> 00:19:04.407
Somebody buys my product.

00:19:04.728 --> 00:19:05.989
They buy the TENS unit.

00:19:06.009 --> 00:19:07.048
They buy the pulley.

00:19:07.189 --> 00:19:08.589
It's only a couple pennies I

00:19:08.609 --> 00:19:09.530
get in commission.

00:19:09.971 --> 00:19:11.511
But now if they come in,

00:19:11.711 --> 00:19:13.313
I start an RTM program.

00:19:13.432 --> 00:19:15.354
I do a virtual evaluation for them.

00:19:15.753 --> 00:19:17.496
I'm getting reimbursement, you know,

00:19:17.576 --> 00:19:18.497
and we can talk about

00:19:18.557 --> 00:19:20.740
across state lines and the PT compact.

00:19:21.361 --> 00:19:22.903
It just layers on.

00:19:23.163 --> 00:19:24.724
Yes, there's some complexity,

00:19:25.184 --> 00:19:26.046
but at the same time,

00:19:26.086 --> 00:19:28.108
this is where the new opportunities open.

00:19:29.109 --> 00:19:30.392
I just recorded the episode.

00:19:30.412 --> 00:19:31.172
I haven't released it yet.

00:19:33.290 --> 00:19:35.893
David Mida, El Paso Physical Therapy.

00:19:35.932 --> 00:19:37.074
He's got a YouTube channel of,

00:19:37.153 --> 00:19:38.154
I think he's close to seven

00:19:38.174 --> 00:19:38.795
hundred thousand.

00:19:39.596 --> 00:19:40.676
And I loved his story.

00:19:40.717 --> 00:19:41.657
Can't wait to share it.

00:19:42.258 --> 00:19:42.898
And here's why.

00:19:43.358 --> 00:19:43.959
Nothing, dude,

00:19:44.078 --> 00:19:45.461
nothing about David is fancy.

00:19:46.347 --> 00:19:47.628
He started shooting videos.

00:19:47.669 --> 00:19:48.009
He's like,

00:19:48.150 --> 00:19:50.250
I don't even know my login for Facebook.

00:19:50.310 --> 00:19:53.753
He's like, I don't do social media, right?

00:19:53.834 --> 00:19:55.296
Necessity is the mother of invention.

00:19:55.336 --> 00:19:56.317
He started shooting videos

00:19:56.537 --> 00:19:58.057
during COVID when he was like, dude,

00:19:58.298 --> 00:20:00.000
I just jumped out of my job

00:20:00.359 --> 00:20:01.601
to start a clinic because I

00:20:01.621 --> 00:20:03.122
wanted to be home more for my kids.

00:20:03.923 --> 00:20:05.403
And he's like, and now I'm homeless.

00:20:05.463 --> 00:20:05.683
I'm like,

00:20:05.723 --> 00:20:06.844
he's like the line that hit me

00:20:06.864 --> 00:20:07.923
was I was leaving work.

00:20:07.963 --> 00:20:08.644
I was leaving the house

00:20:08.684 --> 00:20:09.724
before the kids got up and

00:20:09.744 --> 00:20:10.825
I was coming home after

00:20:10.845 --> 00:20:11.565
they were went to bed.

00:20:11.585 --> 00:20:12.685
He's like, what am I doing?

00:20:12.986 --> 00:20:14.566
So COVID hits necessity

00:20:14.586 --> 00:20:16.027
starts shooting videos just

00:20:16.067 --> 00:20:17.067
as a way to get a couple

00:20:17.086 --> 00:20:19.887
patients around El Paso, El Paso.

00:20:21.141 --> 00:20:21.961
Right now,

00:20:21.981 --> 00:20:22.961
the guy's got seven hundred

00:20:23.001 --> 00:20:24.903
thousand connections around the world.

00:20:25.064 --> 00:20:26.124
But again, what good is that?

00:20:26.223 --> 00:20:26.785
Who cares?

00:20:27.265 --> 00:20:29.145
Nobody's flying to El Paso for David,

00:20:29.767 --> 00:20:30.907
although two things.

00:20:30.928 --> 00:20:32.848
Number one, some people do right.

00:20:33.169 --> 00:20:34.869
He bridges it with a digital product.

00:20:35.170 --> 00:20:36.490
He's like we I was like, David,

00:20:36.530 --> 00:20:37.551
how do you pick your products?

00:20:37.612 --> 00:20:37.971
And again,

00:20:37.991 --> 00:20:38.853
I'm giving away all the secrets

00:20:38.873 --> 00:20:39.353
of the episode.

00:20:39.373 --> 00:20:41.034
He's like, I just watched the analytics.

00:20:41.213 --> 00:20:41.414
He's like,

00:20:41.434 --> 00:20:42.355
I watched what people were

00:20:42.394 --> 00:20:43.215
searching on my thing.

00:20:43.615 --> 00:20:44.676
Then I made a video for that.

00:20:45.096 --> 00:20:46.678
I used to do this at the radio station.

00:20:47.018 --> 00:20:48.098
We had a website at the

00:20:48.278 --> 00:20:49.700
radio station when people

00:20:49.720 --> 00:20:50.820
would start searching a band.

00:20:51.580 --> 00:20:52.601
and I didn't have a web,

00:20:52.862 --> 00:20:53.981
a corresponding landing

00:20:54.021 --> 00:20:56.282
page for that band, my person created it,

00:20:56.583 --> 00:20:57.343
and then we put them on the

00:20:57.363 --> 00:20:58.063
new music show,

00:20:58.083 --> 00:20:59.124
because fifty people just

00:20:59.144 --> 00:20:59.824
told me they were looking

00:20:59.844 --> 00:21:01.384
for that band in my area.

00:21:01.423 --> 00:21:02.664
Maybe I should pay attention to that.

00:21:03.125 --> 00:21:03.944
But the final thing is,

00:21:04.285 --> 00:21:05.905
I remember interviewing Stu McGill,

00:21:06.246 --> 00:21:07.865
the back, the back doctor,

00:21:08.006 --> 00:21:09.106
whatever his name, whatever,

00:21:09.146 --> 00:21:10.007
everybody knows Stu McGill, right?

00:21:10.027 --> 00:21:11.346
He was just on Huberman, right?

00:21:11.567 --> 00:21:12.667
He's got the McGill Three.

00:21:13.839 --> 00:21:14.799
He was telling me,

00:21:14.859 --> 00:21:16.240
and this is back when I was in PT school.

00:21:16.260 --> 00:21:18.101
This is twenty fifteen, twenty sixteen.

00:21:18.442 --> 00:21:19.162
He was saying people would

00:21:19.241 --> 00:21:21.883
fly in from Europe to be

00:21:21.942 --> 00:21:24.403
seen by Stu McGill for an hour.

00:21:24.844 --> 00:21:26.104
You can't simultaneously

00:21:26.144 --> 00:21:27.585
tell me how amazing you are

00:21:27.944 --> 00:21:29.964
and that it's not worth someone's time.

00:21:30.306 --> 00:21:31.766
If you are that good to get

00:21:31.905 --> 00:21:34.086
me a very specific person

00:21:34.366 --> 00:21:35.767
who has the money and the

00:21:35.807 --> 00:21:36.827
problem and is willing to

00:21:36.887 --> 00:21:38.307
part with the money to get

00:21:38.347 --> 00:21:39.229
rid of the problem.

00:21:39.669 --> 00:21:39.828
So.

00:21:41.152 --> 00:21:42.353
I bet you people do fly to

00:21:42.553 --> 00:21:43.834
El Paso because they know, like,

00:21:43.874 --> 00:21:44.634
and trust David Bedell.

00:21:44.653 --> 00:21:45.815
I guarantee it would,

00:21:46.015 --> 00:21:47.276
it would be even so me as a

00:21:47.316 --> 00:21:47.675
business owner,

00:21:47.695 --> 00:21:49.136
it would be even better if

00:21:49.257 --> 00:21:52.278
I have people flying in for my staff,

00:21:52.298 --> 00:21:53.578
physical therapist who is

00:21:53.659 --> 00:21:55.839
paid handsomely stays with

00:21:55.900 --> 00:21:57.040
me and I don't have to

00:21:57.080 --> 00:21:58.662
fulfill the service.

00:21:58.701 --> 00:21:59.061
Brilliant.

00:21:59.342 --> 00:22:00.423
But you know,

00:22:00.442 --> 00:22:02.084
the legwork of the connection and that's,

00:22:02.243 --> 00:22:03.765
that's a giant part of the value.

00:22:04.477 --> 00:22:05.798
Yeah, so this is my buddy,

00:22:06.018 --> 00:22:06.998
Dr. Sam Kellicates.

00:22:07.018 --> 00:22:08.238
He said, TENS unit for migraines,

00:22:08.278 --> 00:22:09.338
headaches is his best

00:22:09.378 --> 00:22:10.358
performing video on YouTube

00:22:10.679 --> 00:22:12.079
and drives most of the

00:22:12.119 --> 00:22:14.240
traffic to his website, which is awesome.

00:22:14.300 --> 00:22:15.681
That's what they heard from their friends,

00:22:15.721 --> 00:22:17.182
sisters, brothers, neighbor.

00:22:17.582 --> 00:22:18.821
So they start there because

00:22:18.842 --> 00:22:20.843
that's the only place we know,

00:22:20.903 --> 00:22:22.604
if we're not a PT, how to start.

00:22:23.384 --> 00:22:24.804
So be there instead of saying, well,

00:22:24.824 --> 00:22:26.684
that's actually not, actually.

00:22:26.904 --> 00:22:28.405
If you start a sentence with, well,

00:22:28.526 --> 00:22:29.925
actually, as a PT,

00:22:30.645 --> 00:22:31.807
put some duct tape on that.

00:22:33.314 --> 00:22:36.142
Open, closed, open, closed.

00:22:36.784 --> 00:22:37.244
Try that.

00:22:37.384 --> 00:22:38.749
Look, Sam is proof.

00:22:40.167 --> 00:22:41.729
So the amazing Dana Strauss,

00:22:41.868 --> 00:22:43.388
I've still got a video I'm

00:22:43.449 --> 00:22:44.509
waiting to publish.

00:22:44.529 --> 00:22:46.230
She's been all over the place.

00:22:46.369 --> 00:22:47.550
I'm just holding on to my

00:22:47.611 --> 00:22:49.671
interview with her for the

00:22:49.790 --> 00:22:50.852
things to die down just a

00:22:50.892 --> 00:22:52.612
little bit from all the other places.

00:22:53.373 --> 00:22:54.252
Many people love to

00:22:54.313 --> 00:22:56.513
self-treat if the

00:22:56.673 --> 00:22:58.993
recommendation is from someone they trust,

00:22:59.414 --> 00:23:00.535
content on social media,

00:23:00.595 --> 00:23:01.855
not surprising the TENS,

00:23:01.894 --> 00:23:04.175
passive pain relief.

00:23:04.195 --> 00:23:05.416
Here's the thing.

00:23:05.737 --> 00:23:07.237
If you lead someone to a

00:23:07.317 --> 00:23:08.978
TENS unit and it helps them,

00:23:10.867 --> 00:23:12.250
it helped them.

00:23:12.289 --> 00:23:13.451
I want to be kabobby lame, right?

00:23:13.491 --> 00:23:16.055
Just be like, if it didn't,

00:23:16.955 --> 00:23:18.238
and they're still frustrated,

00:23:18.739 --> 00:23:19.740
my guess is most likely

00:23:19.759 --> 00:23:20.381
they're going to come back.

00:23:20.601 --> 00:23:21.603
You have a chance at them

00:23:21.643 --> 00:23:23.644
coming back to you and get

00:23:23.865 --> 00:23:24.946
something different.

00:23:25.047 --> 00:23:26.890
If tens didn't work for some people, uh,

00:23:28.325 --> 00:23:29.486
Wouldn't be around.

00:23:29.506 --> 00:23:30.866
And for those hardcore,

00:23:30.926 --> 00:23:33.428
like anti-modality therapists out there,

00:23:33.488 --> 00:23:36.829
what we had done decades ago was we said,

00:23:36.849 --> 00:23:37.871
okay, we,

00:23:37.891 --> 00:23:39.832
there's no clinical proof behind

00:23:39.872 --> 00:23:40.373
tens unit.

00:23:40.393 --> 00:23:41.333
It just feels good.

00:23:41.373 --> 00:23:42.493
It's a buzzy sensation,

00:23:42.534 --> 00:23:43.515
electrical massage.

00:23:44.035 --> 00:23:45.215
Let's stop billing for it.

00:23:45.236 --> 00:23:46.517
And let's just sell a tens unit.

00:23:46.537 --> 00:23:48.478
If a patient wants to buy a tens unit,

00:23:48.538 --> 00:23:50.358
why should I not allow them

00:23:50.398 --> 00:23:51.519
to buy a tens unit?

00:23:51.839 --> 00:23:52.520
They're cheap.

00:23:52.701 --> 00:23:54.561
They're easy, low risk of injury.

00:23:54.582 --> 00:23:54.922
Huh?

00:23:56.163 --> 00:23:57.002
They do no harm.

00:23:57.384 --> 00:23:57.523
Yeah.

00:23:57.544 --> 00:23:57.703
Yeah.

00:23:59.105 --> 00:24:00.346
So that's what we started doing.

00:24:00.748 --> 00:24:01.868
And I think one year, you know,

00:24:01.888 --> 00:24:03.390
we sold a ton of TENS units

00:24:03.430 --> 00:24:04.070
in the clinic.

00:24:04.090 --> 00:24:05.811
We buy them for twenty bucks.

00:24:05.832 --> 00:24:06.972
We'd sell them for one hundred.

00:24:07.554 --> 00:24:10.175
That price included some education.

00:24:11.136 --> 00:24:13.077
But, you know, and for me,

00:24:13.699 --> 00:24:14.740
I could allow that patient

00:24:14.759 --> 00:24:15.901
to go buy a TENS unit on

00:24:15.980 --> 00:24:17.761
Amazon and have no idea how to use it.

00:24:18.762 --> 00:24:20.424
Or they can buy it from me

00:24:20.464 --> 00:24:21.526
and I can explain, look,

00:24:21.566 --> 00:24:22.506
this is the reality.

00:24:22.546 --> 00:24:23.326
This is what you do.

00:24:23.366 --> 00:24:24.147
This is how you do it.

00:24:24.448 --> 00:24:25.848
We use TENS units on a

00:24:25.909 --> 00:24:27.170
post-op knee replacement

00:24:27.190 --> 00:24:27.970
while they're riding the

00:24:27.990 --> 00:24:29.651
bike all the time.

00:24:29.711 --> 00:24:31.092
We layer intervention.

00:24:31.112 --> 00:24:32.153
So you put the TENS unit,

00:24:32.173 --> 00:24:33.353
you wrap the ice around it,

00:24:33.393 --> 00:24:34.653
you use the compression

00:24:34.693 --> 00:24:36.315
boot while you're doing quad sets.

00:24:36.414 --> 00:24:38.155
We do that kind of stuff all the time.

00:24:38.695 --> 00:24:39.957
Patients love it.

00:24:40.457 --> 00:24:43.298
I'm trying to balance what a patient wants,

00:24:43.318 --> 00:24:44.920
what they can't do for themselves,

00:24:45.099 --> 00:24:47.101
and what I believe has the

00:24:47.141 --> 00:24:48.801
most beneficial clinical

00:24:48.842 --> 00:24:49.923
impact for that person.

00:24:50.383 --> 00:24:51.223
Wants and needs, man.

00:24:51.703 --> 00:24:53.065
So let's go tactical, right?

00:24:53.105 --> 00:24:54.145
We talked about either this

00:24:54.205 --> 00:24:55.685
band or the tens unit.

00:24:56.086 --> 00:24:56.527
Tony,

00:24:56.686 --> 00:24:59.209
from the messaging privately in our chat,

00:24:59.249 --> 00:25:00.608
and then also at the top of the show,

00:25:01.190 --> 00:25:02.530
you were, I just want to clarify,

00:25:02.691 --> 00:25:04.291
were you saying that,

00:25:04.471 --> 00:25:05.992
let's say it would be a Facebook ad.

00:25:06.053 --> 00:25:07.212
It's either pitching this

00:25:07.252 --> 00:25:08.493
band or the tens unit.

00:25:08.634 --> 00:25:08.894
And it's,

00:25:09.154 --> 00:25:10.474
so it's a pitching this band for

00:25:10.675 --> 00:25:11.195
seven dollars,

00:25:11.236 --> 00:25:13.497
ten dollars or the tens unit for whatever,

00:25:13.537 --> 00:25:14.817
twenty five, fifty, whatever.

00:25:15.298 --> 00:25:16.419
That's the front end offer

00:25:16.558 --> 00:25:18.099
on a potential Facebook ad, right?

00:25:18.220 --> 00:25:19.500
Is that is that correct?

00:25:19.520 --> 00:25:19.780
Correct.

00:25:20.836 --> 00:25:22.557
And then on the landing page

00:25:23.196 --> 00:25:24.077
or you drop them on your

00:25:24.117 --> 00:25:24.817
website or whatever,

00:25:24.877 --> 00:25:26.318
then there's the upsell,

00:25:26.338 --> 00:25:28.259
the cross sell of like,

00:25:28.740 --> 00:25:29.820
here's the thing that got your attention,

00:25:29.881 --> 00:25:30.000
right?

00:25:30.040 --> 00:25:32.702
The low dollar amount or

00:25:32.742 --> 00:25:33.844
fairly low dollar amount

00:25:34.403 --> 00:25:36.025
and a physical product that

00:25:36.484 --> 00:25:38.086
people are kind of know and

00:25:38.125 --> 00:25:38.945
trust and like,

00:25:39.026 --> 00:25:40.086
and they've seen it and

00:25:40.547 --> 00:25:41.448
maybe they previously had

00:25:41.508 --> 00:25:44.430
bands and then they broke or whatever.

00:25:44.630 --> 00:25:45.970
They buy bands on Amazon

00:25:46.010 --> 00:25:47.391
because they just pop up all the time.

00:25:47.651 --> 00:25:48.531
So-

00:25:48.692 --> 00:25:49.633
That's the front end offer.

00:25:49.972 --> 00:25:50.874
The landing page or your

00:25:50.894 --> 00:25:52.234
website would have the

00:25:52.815 --> 00:25:55.477
second more expensive or

00:25:55.497 --> 00:25:58.058
the third most expensive offer on there.

00:25:59.299 --> 00:25:59.779
And I think,

00:26:00.000 --> 00:26:00.820
was that something that you

00:26:00.861 --> 00:26:01.821
pitched to Joe Lowe?

00:26:02.321 --> 00:26:03.182
Yes.

00:26:03.222 --> 00:26:04.723
So the thing with Joe is,

00:26:05.084 --> 00:26:07.625
and when I look at what he's trying to do,

00:26:07.685 --> 00:26:09.547
so he's positioning this as

00:26:09.646 --> 00:26:10.708
a relationship thing.

00:26:11.107 --> 00:26:12.650
I want to build relationships.

00:26:12.690 --> 00:26:14.070
I want to get to know the providers.

00:26:14.471 --> 00:26:15.531
I want to be able to support

00:26:15.571 --> 00:26:16.792
them however I can.

00:26:17.453 --> 00:26:18.835
It's very similar to us in

00:26:18.875 --> 00:26:19.996
the physical therapy clinic.

00:26:20.016 --> 00:26:21.156
Like the physical therapy

00:26:21.217 --> 00:26:22.298
itself is basically a

00:26:22.357 --> 00:26:23.419
commoditized service.

00:26:23.439 --> 00:26:24.380
You can go on YouTube,

00:26:24.400 --> 00:26:25.721
you can go to a therapist,

00:26:25.740 --> 00:26:27.063
you can find this information.

00:26:27.663 --> 00:26:28.263
anywhere.

00:26:28.683 --> 00:26:29.023
So it's like,

00:26:29.085 --> 00:26:31.386
what's the value add coming to me?

00:26:31.646 --> 00:26:33.249
So the value add could be,

00:26:33.808 --> 00:26:34.710
I have connections with

00:26:34.769 --> 00:26:35.750
orthopedic surgeons.

00:26:35.790 --> 00:26:36.912
If I think you genuinely

00:26:36.971 --> 00:26:38.534
need something from a surgeon,

00:26:38.673 --> 00:26:40.194
I can get you to the front of the line.

00:26:40.255 --> 00:26:41.557
That's a huge value add.

00:26:42.116 --> 00:26:42.778
For Joe,

00:26:43.117 --> 00:26:45.298
he's joseph he's got this uh

00:26:45.338 --> 00:26:46.439
understanding of facebook

00:26:46.499 --> 00:26:48.119
ad so it's like well what

00:26:48.180 --> 00:26:49.901
if he doesn't just sell

00:26:49.961 --> 00:26:50.980
these physical products

00:26:51.000 --> 00:26:52.501
wholesale and I sell them

00:26:52.541 --> 00:26:54.461
retail but what if we say

00:26:54.582 --> 00:26:55.942
okay I'm gonna buy a bunch

00:26:56.182 --> 00:26:58.163
of the the specific product

00:26:58.743 --> 00:26:59.884
I want you to help me

00:27:00.044 --> 00:27:01.464
either as a paid service

00:27:02.392 --> 00:27:04.913
or something he creates on the side to say,

00:27:04.953 --> 00:27:07.817
okay, you bought this resistance band set,

00:27:08.237 --> 00:27:09.337
here's ad copy,

00:27:09.617 --> 00:27:11.480
here are images that I know convert,

00:27:11.720 --> 00:27:14.422
here's the education to run

00:27:14.461 --> 00:27:16.284
this as a Facebook campaign.

00:27:16.703 --> 00:27:17.904
He doesn't do the campaign

00:27:18.204 --> 00:27:19.606
and he's not paying for the ads.

00:27:19.866 --> 00:27:20.586
I do that.

00:27:21.008 --> 00:27:22.249
He's providing me the

00:27:22.308 --> 00:27:23.109
expertise and the

00:27:23.170 --> 00:27:24.089
experience and the

00:27:24.131 --> 00:27:26.573
information like a home exercise program,

00:27:27.133 --> 00:27:28.974
but in Facebook ad world.

00:27:29.455 --> 00:27:31.998
And so now when I buy ten

00:27:32.378 --> 00:27:34.280
sets of these resistance bands,

00:27:34.721 --> 00:27:37.825
I also get the ad copy, the images,

00:27:37.865 --> 00:27:39.046
the other stuff to run my

00:27:39.145 --> 00:27:41.188
own Facebook campaign to

00:27:41.548 --> 00:27:42.589
then bring those

00:27:42.690 --> 00:27:43.691
individuals into my

00:27:43.770 --> 00:27:45.152
ecosystem and potentially

00:27:45.231 --> 00:27:46.614
upsell them to a digital

00:27:46.653 --> 00:27:47.974
product or to a live

00:27:48.075 --> 00:27:49.376
in-person consultation.

00:27:50.546 --> 00:27:52.287
So he wants to get these bands though.

00:27:52.327 --> 00:27:53.048
He wants to get these bands

00:27:53.087 --> 00:27:54.669
into like big brick and

00:27:54.689 --> 00:27:56.310
mortar corporate physical

00:27:56.330 --> 00:27:57.131
therapy practices.

00:27:57.231 --> 00:27:59.933
Why would he care about this?

00:28:00.334 --> 00:28:01.375
We all have to start somewhere.

00:28:01.934 --> 00:28:04.597
And so, yes, it's appealing to say, okay,

00:28:04.617 --> 00:28:05.778
I'm gonna sell the ATI.

00:28:05.798 --> 00:28:07.759
I'm gonna be a preferred ATI

00:28:07.799 --> 00:28:09.342
supplier while they're still in business.

00:28:12.003 --> 00:28:14.506
But I also think, okay,

00:28:14.885 --> 00:28:16.307
so a small provider like me

00:28:17.307 --> 00:28:19.548
I talked to another company, and I said,

00:28:19.589 --> 00:28:19.890
look,

00:28:20.150 --> 00:28:22.090
I use shoulder pulleys all the time.

00:28:22.270 --> 00:28:23.971
Rangemaster, I need you guys.

00:28:24.231 --> 00:28:25.712
Don't make me reorder these

00:28:25.732 --> 00:28:26.473
shoulder pulleys.

00:28:26.493 --> 00:28:28.414
Just put me on auto fulfill.

00:28:28.855 --> 00:28:30.056
Give me a membership.

00:28:30.316 --> 00:28:31.557
So every month,

00:28:31.896 --> 00:28:33.538
Rangemaster sends me a box

00:28:33.617 --> 00:28:34.778
of ten shoulder pulleys.

00:28:35.459 --> 00:28:37.138
If those shoulder pulleys are here,

00:28:37.278 --> 00:28:39.160
I'm going to put more people on RTM.

00:28:39.700 --> 00:28:40.880
I'm going to generate more

00:28:40.920 --> 00:28:42.621
revenue from the RTM and

00:28:42.641 --> 00:28:43.881
the shoulder pulley program

00:28:43.921 --> 00:28:46.240
that I created that I'm marketing.

00:28:46.280 --> 00:28:48.461
But if I run out of shoulder pulleys,

00:28:48.541 --> 00:28:51.722
miraculously, fewer people go on RTM,

00:28:51.803 --> 00:28:54.123
fewer people get to buy the

00:28:54.143 --> 00:28:55.063
shoulder pulleys just

00:28:55.103 --> 00:28:56.144
because I don't want to

00:28:56.163 --> 00:28:57.344
spend time reordering.

00:28:58.183 --> 00:28:59.766
I think Joseph or

00:28:59.826 --> 00:29:01.586
Rangemaster or any of these

00:29:01.626 --> 00:29:03.749
companies could effectively

00:29:04.429 --> 00:29:06.730
use me as a conduit to the consumer.

00:29:07.717 --> 00:29:10.157
Drive more sales, drive more revenue.

00:29:10.198 --> 00:29:11.358
If you leave it up to me,

00:29:11.959 --> 00:29:12.798
I'm going to sell one or

00:29:12.838 --> 00:29:13.700
two pulleys a month.

00:29:14.240 --> 00:29:16.800
But if you put a little gas on that fire,

00:29:16.941 --> 00:29:18.001
you can get me selling

00:29:18.041 --> 00:29:20.343
twenty or thirty pulleys a month.

00:29:20.383 --> 00:29:22.044
So maybe I'm not ATI or

00:29:22.064 --> 00:29:23.884
Athletico or any of the big companies,

00:29:24.365 --> 00:29:25.565
but you could probably

00:29:26.125 --> 00:29:28.125
still sell higher volume to

00:29:28.207 --> 00:29:29.626
me if you help me sell

00:29:29.686 --> 00:29:31.208
higher volume to the consumer.

00:29:31.567 --> 00:29:31.867
Yeah.

00:29:31.887 --> 00:29:33.490
And if I have a national presence,

00:29:33.529 --> 00:29:36.051
a national brand between YouTube, TikTok,

00:29:36.112 --> 00:29:36.813
Instagram,

00:29:37.553 --> 00:29:38.953
I'm just going to push more product,

00:29:39.255 --> 00:29:39.575
you know,

00:29:39.615 --> 00:29:41.916
but but most of us don't have

00:29:41.977 --> 00:29:43.218
the skill set to do that.

00:29:43.538 --> 00:29:45.839
Joseph does.

00:29:45.880 --> 00:29:46.901
What about the fulfillment side?

00:29:46.941 --> 00:29:47.101
Right.

00:29:47.121 --> 00:29:48.561
So you have the clinics in Ohio.

00:29:48.643 --> 00:29:49.363
I'm in New York City.

00:29:49.884 --> 00:29:51.005
Is he going to do the

00:29:51.045 --> 00:29:53.145
fulfillment side like this came, you know,

00:29:53.205 --> 00:29:54.928
in like a plastic bag?

00:29:56.332 --> 00:29:56.732
Bag,

00:29:56.752 --> 00:29:59.474
do I have to deal with the fulfillment

00:29:59.575 --> 00:30:00.856
or it's like drop shipping

00:30:00.916 --> 00:30:01.616
or he handles it?

00:30:01.656 --> 00:30:02.377
Like, how would that work?

00:30:02.657 --> 00:30:03.558
So that came up.

00:30:03.598 --> 00:30:04.460
We discussed it.

00:30:04.480 --> 00:30:05.580
Fulfillment is tough.

00:30:05.661 --> 00:30:08.202
You know, if you want to go again,

00:30:08.344 --> 00:30:10.065
I don't want to be a product company.

00:30:11.286 --> 00:30:12.688
What I'm doing is I'm saying,

00:30:12.827 --> 00:30:14.209
can I how many of these

00:30:14.269 --> 00:30:16.892
convert into a thirteen,

00:30:16.951 --> 00:30:19.094
fifteen hundred dollar plan of care?

00:30:19.673 --> 00:30:20.653
you know and if I have to

00:30:20.954 --> 00:30:22.295
fill a handful of these

00:30:22.315 --> 00:30:23.576
that don't convert okay

00:30:23.635 --> 00:30:24.435
I've got my digital

00:30:24.476 --> 00:30:25.336
products that hopefully

00:30:25.375 --> 00:30:27.696
bring up the value but my

00:30:27.797 --> 00:30:30.438
intent here is get me the

00:30:30.478 --> 00:30:31.578
marketing campaign

00:30:32.522 --> 00:30:34.765
via the product sales so

00:30:34.785 --> 00:30:35.846
that I can get more

00:30:35.925 --> 00:30:37.646
conversions for paid

00:30:37.686 --> 00:30:38.867
clients that are doing

00:30:39.028 --> 00:30:41.009
virtual or in-person.

00:30:41.730 --> 00:30:43.612
And again, we're just fleshing this out.

00:30:43.652 --> 00:30:44.833
So these are great questions

00:30:44.853 --> 00:30:45.614
because I don't have the

00:30:45.713 --> 00:30:46.795
answer to all of them.

00:30:47.275 --> 00:30:48.455
I'm just trying to think in

00:30:48.496 --> 00:30:50.017
real time of how something

00:30:50.057 --> 00:30:50.837
like this would work.

00:30:52.990 --> 00:30:54.151
No, I have used real quick.

00:30:54.211 --> 00:30:56.191
I have used Amazon for fulfillment.

00:30:56.692 --> 00:30:59.173
You know, there is fulfilled by Amazon.

00:30:59.212 --> 00:31:00.573
If I did want to go that route,

00:31:00.952 --> 00:31:02.473
I am investigating right

00:31:02.554 --> 00:31:05.654
now how to do the either

00:31:05.714 --> 00:31:08.757
Shopify or TikTok shop so that again,

00:31:09.037 --> 00:31:11.038
if it's just going to be a transaction,

00:31:11.798 --> 00:31:14.221
I buy a hundred units from Joseph.

00:31:14.500 --> 00:31:16.083
Then I throw them on the

00:31:16.242 --> 00:31:18.665
Amazon shop or TikTok shop or anything.

00:31:19.046 --> 00:31:20.347
And I let them handle the

00:31:20.387 --> 00:31:22.130
fulfillment with the hopes

00:31:22.150 --> 00:31:23.632
that some of those convert

00:31:23.751 --> 00:31:25.693
into a digital product sale

00:31:25.814 --> 00:31:26.855
or an in-person sale.

00:31:26.875 --> 00:31:27.035
Gotcha.

00:31:31.257 --> 00:31:32.116
Let me ask you guys this.

00:31:32.217 --> 00:31:34.897
Do you guys change benefits

00:31:34.938 --> 00:31:35.739
at the end of the year?

00:31:36.179 --> 00:31:37.078
I've never worked at a place

00:31:37.098 --> 00:31:38.259
that actually focused on that,

00:31:38.318 --> 00:31:39.500
but I've seen some ads or

00:31:39.539 --> 00:31:42.101
I've seen some clinics or

00:31:42.141 --> 00:31:44.301
clinicians saying end of the year,

00:31:44.422 --> 00:31:45.981
if you've got unused benefits,

00:31:47.142 --> 00:31:48.042
shake that piggy bank,

00:31:48.083 --> 00:31:49.742
make sure you get your money's worth.

00:31:49.803 --> 00:31:50.903
Have you guys ever seen,

00:31:50.943 --> 00:31:52.604
have you tried that?

00:31:53.025 --> 00:31:54.164
Is the juice worth the squeeze?

00:31:55.484 --> 00:31:57.066
I've done it with our email autoresponder.

00:31:57.125 --> 00:31:57.665
Others do it.

00:31:58.726 --> 00:32:00.487
Also, it's not that hard.

00:32:00.646 --> 00:32:03.027
I'm on Chad Madden's email

00:32:03.047 --> 00:32:05.228
list as a fake patient.

00:32:05.567 --> 00:32:08.209
So I've seen for years what

00:32:08.229 --> 00:32:08.969
they send to people.

00:32:09.308 --> 00:32:10.868
They send that type of email as well,

00:32:10.909 --> 00:32:12.089
which they send it around

00:32:12.930 --> 00:32:15.049
October, November, you know,

00:32:15.730 --> 00:32:17.211
if you still have unused benefits,

00:32:17.250 --> 00:32:17.990
you know, use it.

00:32:18.310 --> 00:32:19.431
If you don't use it, you lose it.

00:32:20.991 --> 00:32:22.011
In terms of insurance benefits,

00:32:22.031 --> 00:32:22.832
I've seen other clinics

00:32:23.011 --> 00:32:24.332
because I've tested over the years,

00:32:24.352 --> 00:32:25.432
like I'll subscribe to

00:32:25.472 --> 00:32:27.252
their emails and it's just fascinating.

00:32:27.292 --> 00:32:29.032
And then then I'll unsubscribe later.

00:32:29.073 --> 00:32:32.554
But some also will say about HSA and FSA.

00:32:32.713 --> 00:32:34.855
I think the HSA is what expired.

00:32:34.914 --> 00:32:36.075
I think FSA rolls over.

00:32:36.095 --> 00:32:39.494
But HSA, the pre-tax spending,

00:32:39.816 --> 00:32:40.375
like health spending

00:32:40.395 --> 00:32:41.615
accounts or health savings accounts,

00:32:42.155 --> 00:32:44.238
those if you don't use it uh

00:32:44.258 --> 00:32:45.239
you lose those funds at the

00:32:45.259 --> 00:32:46.840
end of the year so it's a

00:32:46.881 --> 00:32:49.222
great idea a lot of not a

00:32:49.262 --> 00:32:50.604
lot of clinics are sending

00:32:50.624 --> 00:32:52.046
those emails but that's

00:32:52.185 --> 00:32:53.166
another great idea where

00:32:53.666 --> 00:32:54.867
it's not a physical product

00:32:54.928 --> 00:32:56.190
but it's like you have this

00:32:56.230 --> 00:32:57.230
money allocated or

00:32:57.371 --> 00:32:58.551
resources like in terms of

00:32:58.612 --> 00:32:59.732
insurance you know covered

00:32:59.772 --> 00:33:01.914
benefits if you don't use

00:33:01.934 --> 00:33:04.417
it you lose it um yeah it's a great idea

00:33:06.077 --> 00:33:08.558
So I know we talked about it last time,

00:33:08.878 --> 00:33:12.181
but back to Aetna as an example,

00:33:12.800 --> 00:33:14.041
I'm gonna share the link

00:33:14.082 --> 00:33:15.442
for anybody who's watching

00:33:15.541 --> 00:33:16.962
live or watching the replay.

00:33:17.663 --> 00:33:19.064
Aetna has a six hundred

00:33:19.084 --> 00:33:19.923
dollar fitness

00:33:19.983 --> 00:33:22.085
reimbursement benefit for

00:33:22.105 --> 00:33:23.246
Aetna beneficiaries.

00:33:23.925 --> 00:33:25.866
And the idea behind that is

00:33:26.086 --> 00:33:29.327
if you buy maybe a leg compression device,

00:33:29.347 --> 00:33:32.430
you buy a massage gun, whatever,

00:33:32.930 --> 00:33:34.750
you submit for reimbursement.

00:33:34.810 --> 00:33:36.852
This is not physical therapy benefits.

00:33:36.892 --> 00:33:38.692
This is a separate benefit

00:33:38.712 --> 00:33:40.593
account for Aetna beneficiaries.

00:33:40.993 --> 00:33:42.534
You get up to six hundred dollars a year.

00:33:42.854 --> 00:33:44.555
It could pay for a fitness membership.

00:33:44.634 --> 00:33:44.914
You know,

00:33:44.954 --> 00:33:46.155
it could pay for different things

00:33:46.215 --> 00:33:47.336
related to fitness.

00:33:49.126 --> 00:33:50.907
The link is in the comments.

00:33:51.468 --> 00:33:55.250
So this is something where Dave said, FSA,

00:33:55.509 --> 00:33:57.570
HSA, Amazon is promoting, look,

00:33:57.590 --> 00:34:00.913
this product qualifies for FSA,

00:34:01.133 --> 00:34:02.294
HSA reimbursement.

00:34:02.673 --> 00:34:04.154
There are so many directions

00:34:04.194 --> 00:34:05.375
we could go with this.

00:34:06.435 --> 00:34:07.556
To your point, Jimmy,

00:34:07.916 --> 00:34:09.878
I don't feel comfortable saying, Hey,

00:34:09.978 --> 00:34:10.518
end of the year,

00:34:10.577 --> 00:34:11.237
you better use your

00:34:11.257 --> 00:34:12.858
benefits because I do think

00:34:12.878 --> 00:34:14.519
there's an ethical dilemma

00:34:14.559 --> 00:34:15.820
that comes up with that.

00:34:16.280 --> 00:34:16.661
It's like,

00:34:16.701 --> 00:34:18.242
that's not the purpose of insurance.

00:34:18.302 --> 00:34:20.623
Insurance isn't to maximize

00:34:20.684 --> 00:34:21.885
utilization every year,

00:34:22.465 --> 00:34:23.427
use it or lose it.

00:34:25.168 --> 00:34:28.251
So I'm on the fence, but full disclosure,

00:34:28.431 --> 00:34:29.391
I used to do that.

00:34:29.532 --> 00:34:31.653
I used to go out to my patient list.

00:34:32.355 --> 00:34:33.695
I never got good results

00:34:33.715 --> 00:34:35.697
with that to a cold audience,

00:34:36.197 --> 00:34:38.157
but to a reactivation

00:34:38.177 --> 00:34:39.619
campaign for people that

00:34:39.659 --> 00:34:41.018
have been patients before,

00:34:42.119 --> 00:34:43.659
that tends to work really well.

00:34:43.719 --> 00:34:43.918
Hey,

00:34:43.978 --> 00:34:45.500
it's been six months since we've seen

00:34:45.539 --> 00:34:46.559
you for your shoulder pain.

00:34:46.659 --> 00:34:47.760
Usually this is when the

00:34:47.820 --> 00:34:49.239
symptoms start to come back.

00:34:49.661 --> 00:34:51.061
If you haven't been consistent,

00:34:51.081 --> 00:34:52.280
you probably still have

00:34:52.340 --> 00:34:54.201
some coverage left on your policy.

00:34:54.641 --> 00:34:56.521
Come back in, let's do an update,

00:34:56.742 --> 00:34:58.041
one to three visits and

00:34:58.922 --> 00:34:59.983
take advantage before the

00:35:00.043 --> 00:35:00.822
end of the year and your

00:35:00.862 --> 00:35:01.922
deductible resets.

00:35:02.603 --> 00:35:04.023
But I will say real quick, Dave,

00:35:04.543 --> 00:35:06.545
I am planning my campaign

00:35:06.585 --> 00:35:07.726
for January when

00:35:07.766 --> 00:35:09.947
everybody's deductible does reset.

00:35:10.387 --> 00:35:11.228
That's when I'm going to

00:35:11.268 --> 00:35:14.010
make my big push for cash pay services,

00:35:14.050 --> 00:35:14.851
for Shockwave,

00:35:14.891 --> 00:35:17.172
for the Biodex Rehab Treadmill,

00:35:17.193 --> 00:35:18.574
for these things that if

00:35:18.594 --> 00:35:20.414
you're going to be paying cash anyway,

00:35:20.936 --> 00:35:22.036
let's make a big push to

00:35:22.056 --> 00:35:22.976
get you in the clinic,

00:35:23.016 --> 00:35:24.978
paying out of pocket during January,

00:35:25.038 --> 00:35:26.579
February, even into March.

00:35:27.579 --> 00:35:28.440
I do think you should

00:35:28.501 --> 00:35:29.722
understand the timing of

00:35:29.802 --> 00:35:30.661
insurance coverage.

00:35:30.681 --> 00:35:31.583
What were you going to say, Dave?

00:35:32.838 --> 00:35:34.900
So wait, based on what you just said there,

00:35:35.199 --> 00:35:35.860
if someone's going to pay

00:35:35.900 --> 00:35:36.780
you out of pocket in

00:35:36.840 --> 00:35:38.061
January for Shockwave,

00:35:38.422 --> 00:35:39.103
those funds are not going

00:35:39.123 --> 00:35:40.364
to go towards that deductible, right?

00:35:40.784 --> 00:35:41.405
No.

00:35:41.445 --> 00:35:43.126
So why would they care if it's January,

00:35:43.146 --> 00:35:45.148
February versus December or November?

00:35:45.608 --> 00:35:47.009
There's something that I've

00:35:47.070 --> 00:35:48.331
noticed in the psychology.

00:35:50.579 --> 00:35:52.201
You're saying they know that

00:35:52.221 --> 00:35:52.740
they're going to have to

00:35:52.780 --> 00:35:54.342
spend in January anyway.

00:35:54.563 --> 00:35:54.902
Yes.

00:35:56.003 --> 00:35:57.144
They're more mentally

00:35:57.184 --> 00:35:58.867
prepared to spend money out

00:35:58.947 --> 00:36:00.168
of pocket in January than

00:36:00.188 --> 00:36:00.989
they are in December.

00:36:01.449 --> 00:36:02.048
In December,

00:36:02.090 --> 00:36:03.451
you feel like you're wasting

00:36:03.490 --> 00:36:04.731
money if you spend it.

00:36:05.132 --> 00:36:06.773
and it's not covered by your insurance.

00:36:06.793 --> 00:36:08.295
But in January, you're like, well,

00:36:09.295 --> 00:36:09.777
either way,

00:36:10.077 --> 00:36:11.137
I'm going to be paying this

00:36:11.197 --> 00:36:12.039
money out of pocket,

00:36:12.099 --> 00:36:13.920
even if I get credit toward my deductible,

00:36:13.981 --> 00:36:15.181
but I might as well use it

00:36:15.222 --> 00:36:16.423
for something that I want

00:36:16.903 --> 00:36:18.885
instead of using it for something that,

00:36:18.985 --> 00:36:21.429
quote, is covered by insurance.

00:36:22.288 --> 00:36:23.228
Because she knows this stuff.

00:36:23.568 --> 00:36:24.688
Dana's dropping bombs there.

00:36:24.789 --> 00:36:25.750
She says not just Aetna.

00:36:25.769 --> 00:36:26.990
A lot of other plans have that too.

00:36:27.010 --> 00:36:28.090
There's an example of like

00:36:28.490 --> 00:36:30.492
if you attest to being

00:36:30.572 --> 00:36:31.913
physically active ten days

00:36:31.932 --> 00:36:33.733
a month and you get ten

00:36:33.773 --> 00:36:34.994
dollars a month on your card.

00:36:36.135 --> 00:36:37.396
Man, I'm just throwing money away.

00:36:37.615 --> 00:36:38.115
I'm active.

00:36:38.195 --> 00:36:39.117
I got the step counter.

00:36:40.777 --> 00:36:42.137
Everybody wants to bash

00:36:42.177 --> 00:36:43.217
Medicare Advantage.

00:36:43.699 --> 00:36:46.219
Go to the website, go to eHealth Insurance,

00:36:46.440 --> 00:36:47.739
go look at Medicare

00:36:47.760 --> 00:36:49.400
Advantage plans in your area.

00:36:49.900 --> 00:36:51.382
They have vision coverage.

00:36:51.422 --> 00:36:52.661
They have dental coverage.

00:36:52.702 --> 00:36:55.282
They have, my mother-in-law gets, I think,

00:36:55.362 --> 00:36:56.423
seventy-five dollars a

00:36:56.483 --> 00:36:58.085
month toward her electric

00:36:58.144 --> 00:37:01.525
bill through her Medicare Advantage plan.

00:37:01.885 --> 00:37:02.106
Like,

00:37:02.146 --> 00:37:04.286
there are so many additional benefits

00:37:04.327 --> 00:37:05.788
that traditional Medicare

00:37:05.867 --> 00:37:08.028
with a supplemental does not offer.

00:37:09.108 --> 00:37:10.250
I understand there's more

00:37:10.289 --> 00:37:11.570
freedom with Medicare

00:37:11.771 --> 00:37:13.371
traditional and a supplemental,

00:37:13.411 --> 00:37:15.092
but you're paying for that freedom.

00:37:15.132 --> 00:37:16.833
And if you're not interested

00:37:16.873 --> 00:37:17.974
in paying for that freedom,

00:37:18.454 --> 00:37:19.574
you could save a ton of money.

00:37:19.614 --> 00:37:21.155
This is not financial advice.

00:37:21.275 --> 00:37:22.956
I am not a financial advisor,

00:37:23.317 --> 00:37:23.956
but I'm just saying,

00:37:24.036 --> 00:37:25.458
go and look at what the

00:37:25.498 --> 00:37:27.978
advantage plans offer in your area.

00:37:28.039 --> 00:37:28.199
Yeah.

00:37:28.219 --> 00:37:29.000
But on average,

00:37:29.019 --> 00:37:31.641
are you comfortable discuss

00:37:31.681 --> 00:37:32.742
or just mentioning how much

00:37:32.782 --> 00:37:33.942
these advantage plans pay

00:37:33.961 --> 00:37:35.402
you for a four unit visit?

00:37:37.068 --> 00:37:38.210
generally they pay, well,

00:37:38.590 --> 00:37:40.612
if I'm contracted, you know,

00:37:40.632 --> 00:37:41.512
it's pretty close to the

00:37:41.532 --> 00:37:42.512
Medicare allowed amount.

00:37:43.492 --> 00:37:43.733
Yes,

00:37:43.773 --> 00:37:45.534
there's a higher out-of-pocket cost to

00:37:45.574 --> 00:37:47.356
the consumer if they have a

00:37:47.516 --> 00:37:48.637
lower cost plan.

00:37:49.016 --> 00:37:50.838
So if I'm going to save on monthly premium,

00:37:51.259 --> 00:37:53.260
I'm going to say pay a higher copay.

00:37:53.579 --> 00:37:55.481
But every time I've ever done the math,

00:37:55.902 --> 00:37:57.702
if you're not a world traveler,

00:37:57.742 --> 00:37:59.003
if you're not going to

00:37:59.423 --> 00:38:02.746
Arizona and Paris and, you know,

00:38:02.826 --> 00:38:04.086
all of these different places,

00:38:04.547 --> 00:38:06.329
most of my geriatric patients,

00:38:06.849 --> 00:38:08.750
they're living within a three mile radius.

00:38:08.789 --> 00:38:09.931
Their doctor is here.

00:38:10.652 --> 00:38:12.452
Everything is within that radius.

00:38:13.052 --> 00:38:14.494
They don't need the freedom

00:38:14.554 --> 00:38:16.275
that Medicare affords them.

00:38:16.956 --> 00:38:17.956
And they don't have the

00:38:18.016 --> 00:38:19.817
money to cover the Medicare

00:38:19.856 --> 00:38:22.398
Part B premium, the supplemental premium.

00:38:23.679 --> 00:38:24.380
They just don't.

00:38:24.500 --> 00:38:25.661
So for them,

00:38:26.021 --> 00:38:28.742
they've chosen Medicare Advantage plans.

00:38:29.182 --> 00:38:30.764
Even if they bark a little

00:38:30.804 --> 00:38:31.945
bit about the co-pays,

00:38:31.965 --> 00:38:32.846
they don't realize they're

00:38:32.865 --> 00:38:34.005
saving thousands of dollars

00:38:34.047 --> 00:38:34.706
on the back end.

00:38:36.597 --> 00:38:37.518
It sounds like,

00:38:37.798 --> 00:38:39.780
it seems like that they

00:38:40.260 --> 00:38:41.360
stack all the benefits.

00:38:41.380 --> 00:38:42.161
You get this, you get this.

00:38:42.202 --> 00:38:42.842
Like Tony just said,

00:38:42.862 --> 00:38:45.463
you get this dental benefit.

00:38:45.744 --> 00:38:46.545
We pay a little bit of the

00:38:46.625 --> 00:38:47.324
electrical bill.

00:38:47.364 --> 00:38:48.126
We're paying a little bit of

00:38:48.146 --> 00:38:48.686
this and that.

00:38:49.166 --> 00:38:50.447
But I don't know.

00:38:50.487 --> 00:38:52.268
But then there's a higher deductible.

00:38:52.288 --> 00:38:53.329
So it all evens out anyway.

00:38:53.797 --> 00:38:54.478
It does.

00:38:54.577 --> 00:38:55.318
It's a business.

00:38:55.358 --> 00:38:56.219
Like, come on, guys.

00:38:56.719 --> 00:38:57.840
Most people have to lose

00:38:57.880 --> 00:38:59.543
money paying for health insurance.

00:38:59.563 --> 00:39:01.184
So a couple people get

00:39:01.264 --> 00:39:03.726
ridiculous returns on the investment.

00:39:03.827 --> 00:39:05.168
And I share this story about

00:39:05.208 --> 00:39:06.050
my mom all the time.

00:39:06.449 --> 00:39:07.871
My mom griped and complained

00:39:07.891 --> 00:39:09.152
about spending ten thousand

00:39:09.193 --> 00:39:09.994
dollars a year.

00:39:10.373 --> 00:39:11.755
The first year she was on

00:39:11.795 --> 00:39:13.398
Medicare and then went to a

00:39:13.498 --> 00:39:14.579
Medicare Advantage because

00:39:14.599 --> 00:39:16.320
she'd never used her health insurance.

00:39:16.681 --> 00:39:17.822
Well, she was diabetic.

00:39:17.842 --> 00:39:18.722
She was a smoker.

00:39:19.382 --> 00:39:20.463
She didn't use her health

00:39:20.503 --> 00:39:21.443
insurance because she never

00:39:21.503 --> 00:39:22.844
sought out medical treatment.

00:39:23.264 --> 00:39:24.565
Year number one, she lost money.

00:39:24.605 --> 00:39:25.945
Year number two, she lost money.

00:39:25.985 --> 00:39:26.865
Three, four, five.

00:39:27.485 --> 00:39:28.226
Year number five,

00:39:28.246 --> 00:39:29.567
she's invested ten thousand

00:39:29.606 --> 00:39:31.307
dollars a year, fifty thousand dollars.

00:39:31.347 --> 00:39:32.588
But then then.

00:39:33.168 --> 00:39:34.909
She goes on dialysis.

00:39:35.128 --> 00:39:36.869
Then she goes into ICU.

00:39:36.889 --> 00:39:37.989
Then she gets into a car

00:39:38.050 --> 00:39:39.550
accident and has a brain bleed.

00:39:40.311 --> 00:39:40.791
Sad story.

00:39:40.871 --> 00:39:42.471
She eventually passes away

00:39:42.891 --> 00:39:44.391
after being in skilled nursing.

00:39:44.851 --> 00:39:46.291
But in that year of her life,

00:39:46.311 --> 00:39:47.632
she probably spent half a

00:39:47.672 --> 00:39:49.313
million dollars in medical

00:39:49.353 --> 00:39:51.773
services that theoretically

00:39:51.813 --> 00:39:53.012
she paid fifty thousand

00:39:53.032 --> 00:39:55.313
dollars for over the previous five years.

00:39:55.873 --> 00:39:56.173
You know,

00:39:56.333 --> 00:39:58.014
I think any of us here would take

00:39:58.034 --> 00:39:59.054
a fifty thousand dollar

00:39:59.074 --> 00:40:00.615
investment to get a half a

00:40:00.655 --> 00:40:03.677
million dollar return on that investment.

00:40:04.637 --> 00:40:07.159
It's just the way the business runs.

00:40:07.418 --> 00:40:07.998
I get it.

00:40:08.239 --> 00:40:09.719
If you don't understand it,

00:40:09.800 --> 00:40:12.641
it looks very harmful to the consumer,

00:40:13.242 --> 00:40:14.621
but we can't afford.

00:40:15.603 --> 00:40:16.762
Everybody has to lose money.

00:40:16.802 --> 00:40:17.824
So a couple of people make a

00:40:17.903 --> 00:40:20.445
ton of money on the return in coverage.

00:40:21.356 --> 00:40:21.536
All right,

00:40:21.577 --> 00:40:22.858
on a little bit of a happier note,

00:40:22.918 --> 00:40:25.039
going back to that Aetna form,

00:40:25.398 --> 00:40:26.358
I forgot to mention this.

00:40:26.739 --> 00:40:28.019
So Tony posted this online

00:40:28.740 --> 00:40:32.762
and unfortunately in my email CRM,

00:40:32.963 --> 00:40:33.702
I don't have people

00:40:33.742 --> 00:40:35.264
categorized by their insurance,

00:40:35.304 --> 00:40:36.824
but I need to do this in the future.

00:40:37.144 --> 00:40:37.764
Here's why.

00:40:38.144 --> 00:40:39.666
I saw this form Tony posted,

00:40:39.686 --> 00:40:40.405
the one that we just talked

00:40:40.425 --> 00:40:41.106
about a few minutes ago,

00:40:41.146 --> 00:40:42.907
the Aetna reimbursement up to six,

00:40:43.168 --> 00:40:44.668
six hundred dollars per calendar year.

00:40:45.809 --> 00:40:49.130
And I grabbed the link and I remembered,

00:40:49.331 --> 00:40:49.771
you know,

00:40:49.831 --> 00:40:50.773
several different people that

00:40:50.813 --> 00:40:51.793
have Aetna insurance.

00:40:51.932 --> 00:40:54.175
And I emailed it to them as

00:40:54.295 --> 00:40:55.896
a goodwill email.

00:40:55.976 --> 00:40:56.275
Right.

00:40:56.376 --> 00:40:57.476
In terms of like touching

00:40:57.536 --> 00:40:59.498
base with consumers, previous patients,

00:41:01.059 --> 00:41:02.619
not no call to action.

00:41:02.721 --> 00:41:04.222
Like, obviously, they know who we are.

00:41:04.302 --> 00:41:05.702
It's just a reminder, like, hey,

00:41:05.742 --> 00:41:07.423
we exist or hey, we're still here.

00:41:07.824 --> 00:41:09.105
But there was no there was

00:41:09.144 --> 00:41:10.326
no call to action like, hey.

00:41:11.485 --> 00:41:12.827
And also, if you have any aches or pains,

00:41:12.847 --> 00:41:13.166
whatever,

00:41:13.206 --> 00:41:14.829
like they know us like the

00:41:14.849 --> 00:41:15.409
people that spent.

00:41:16.228 --> 00:41:17.110
hundreds or definitely

00:41:17.150 --> 00:41:18.090
thousands of dollars with us.

00:41:18.110 --> 00:41:19.889
Like they know we're a text

00:41:19.909 --> 00:41:21.130
or a call or an email away.

00:41:21.791 --> 00:41:23.331
So I grabbed that link and I

00:41:24.132 --> 00:41:27.012
looked up some emails or in my, uh, uh,

00:41:27.052 --> 00:41:28.472
EMR, who else has Aetna?

00:41:28.632 --> 00:41:29.994
And I sent it to, I don't know,

00:41:30.673 --> 00:41:33.014
and people or something manually, but,

00:41:33.155 --> 00:41:34.074
but I need it in my,

00:41:34.474 --> 00:41:35.936
I need it in the EMR or the

00:41:36.036 --> 00:41:38.577
CRM to send this in the future.

00:41:39.197 --> 00:41:39.416
Um,

00:41:40.077 --> 00:41:40.677
automatically,

00:41:40.737 --> 00:41:41.619
like maybe at the end of

00:41:41.679 --> 00:41:42.519
next year or something.

00:41:43.561 --> 00:41:45.063
And it's just a goodwill email.

00:41:45.483 --> 00:41:46.905
And I feel like that is

00:41:46.945 --> 00:41:48.425
something that is so overlooked.

00:41:48.445 --> 00:41:49.987
Like how often do we not,

00:41:50.248 --> 00:41:51.329
how often do we send emails

00:41:51.369 --> 00:41:52.650
where it's about, well,

00:41:52.690 --> 00:41:54.072
what's in it for us and not

00:41:54.112 --> 00:41:55.134
what's in it for the recipient,

00:41:55.153 --> 00:41:55.994
your current patient or

00:41:56.014 --> 00:41:56.795
your previous patient.

00:41:58.425 --> 00:41:58.704
Yeah,

00:41:58.784 --> 00:42:01.126
I did a flow chart once of should we

00:42:01.166 --> 00:42:01.927
send this email?

00:42:02.728 --> 00:42:04.349
And the flow chart did not

00:42:04.389 --> 00:42:06.012
have does it benefit us in

00:42:06.032 --> 00:42:06.612
the flow chart.

00:42:07.632 --> 00:42:08.733
Would the person receiving

00:42:08.753 --> 00:42:10.114
this email find this beneficial?

00:42:10.614 --> 00:42:12.717
If the answer was yes, send the email.

00:42:13.617 --> 00:42:14.938
But we send too many emails.

00:42:15.559 --> 00:42:16.300
I don't know, man.

00:42:16.721 --> 00:42:17.902
I got some really close friends.

00:42:18.382 --> 00:42:19.402
And if it's good news,

00:42:19.943 --> 00:42:21.264
I sort of don't ever get bummed out.

00:42:21.585 --> 00:42:22.364
I don't feel inundated.

00:42:23.206 --> 00:42:24.047
And that's the difference,

00:42:24.086 --> 00:42:25.788
which is what is your intent?

00:42:25.927 --> 00:42:27.128
What is the value?

00:42:29.170 --> 00:42:29.769
A thing I'm understanding

00:42:29.789 --> 00:42:30.990
what you're saying is a lot

00:42:31.030 --> 00:42:32.070
of people didn't respond or

00:42:32.090 --> 00:42:33.052
didn't take advantage of it

00:42:33.072 --> 00:42:33.911
when you sent that thing

00:42:33.931 --> 00:42:35.913
that had no real benefit to Dave,

00:42:35.952 --> 00:42:36.833
but a hundred percent

00:42:36.873 --> 00:42:38.054
benefit to the people receiving it.

00:42:38.951 --> 00:42:39.210
Almost,

00:42:39.530 --> 00:42:40.672
I think almost a hundred percent of

00:42:40.731 --> 00:42:42.413
the people emailed me back and said,

00:42:42.693 --> 00:42:43.434
thank you so much.

00:42:43.474 --> 00:42:44.735
Or thanks for thinking of us or whatever.

00:42:44.815 --> 00:42:46.215
So that is just building

00:42:46.275 --> 00:42:48.117
goodwill for future,

00:42:48.637 --> 00:42:49.336
for working with them in

00:42:49.376 --> 00:42:51.579
the future or future asks.

00:42:51.639 --> 00:42:52.759
Like if they didn't write a

00:42:52.778 --> 00:42:53.679
Google review or whatever.

00:42:53.860 --> 00:42:55.201
You were out there looking out for me.

00:42:55.420 --> 00:42:56.101
Appreciate you.

00:42:57.101 --> 00:43:00.344
You know, like people understand,

00:43:00.364 --> 00:43:01.784
people remember that a ton.

00:43:01.864 --> 00:43:04.887
What do you got on the screen there, Tony?

00:43:05.757 --> 00:43:08.639
So Dana brought this great point up,

00:43:08.679 --> 00:43:10.920
and I talk to my cohort all

00:43:10.960 --> 00:43:11.920
the time about this.

00:43:12.581 --> 00:43:14.143
Medicare Advantage has a max

00:43:14.302 --> 00:43:15.103
out-of-pocket.

00:43:15.384 --> 00:43:17.324
This is a benefit not touted enough.

00:43:17.385 --> 00:43:18.826
Every therapist needs MA

00:43:18.885 --> 00:43:20.226
strategy in their clinic.

00:43:21.166 --> 00:43:21.967
Let's talk about that.

00:43:22.007 --> 00:43:23.188
So a lot of therapists want

00:43:23.208 --> 00:43:24.550
to be out of network for

00:43:24.610 --> 00:43:25.951
Medicare Advantage plans.

00:43:26.530 --> 00:43:27.931
And I explained to them, I'm like, OK,

00:43:27.952 --> 00:43:28.672
you know, that's great.

00:43:28.753 --> 00:43:29.454
If you go to

00:43:29.574 --> 00:43:30.775
UnitedHealthcare as an

00:43:30.894 --> 00:43:31.996
out-of-network provider,

00:43:32.016 --> 00:43:33.317
the allowed amount is far

00:43:33.376 --> 00:43:34.818
higher than if you're an

00:43:34.958 --> 00:43:36.260
in-network provider for

00:43:36.340 --> 00:43:38.141
UnitedHealthcare or Medicare Advantage.

00:43:38.762 --> 00:43:40.463
But there has to be a strategy in this.

00:43:40.503 --> 00:43:41.764
And so the strategy that we

00:43:41.844 --> 00:43:43.085
utilize that we talk about

00:43:43.965 --> 00:43:46.166
If I want to focus my

00:43:46.226 --> 00:43:47.467
marketing on individuals

00:43:47.487 --> 00:43:48.367
that have had a major

00:43:48.427 --> 00:43:50.989
surgery or a major neurologic event.

00:43:51.028 --> 00:43:52.588
So let's say somebody has a stroke.

00:43:52.628 --> 00:43:54.909
I don't do neuro, but they have a stroke.

00:43:55.070 --> 00:43:56.210
They're in the ICU.

00:43:56.351 --> 00:43:57.050
They're admitted.

00:43:57.090 --> 00:43:58.030
They do inpatient.

00:43:58.050 --> 00:43:59.112
They do transitional.

00:43:59.152 --> 00:44:00.532
Then they get discharged to home.

00:44:00.952 --> 00:44:02.532
They've likely exceeded the

00:44:02.693 --> 00:44:04.132
out-of-pocket maximum for

00:44:04.152 --> 00:44:05.454
the calendar year for that

00:44:05.514 --> 00:44:06.614
Medicare Advantage plan.

00:44:07.114 --> 00:44:08.355
Now you market to that

00:44:08.394 --> 00:44:10.775
person as an out-of-network provider.

00:44:11.536 --> 00:44:13.338
that person will have zero

00:44:13.438 --> 00:44:15.380
out-of-pocket expense and

00:44:15.420 --> 00:44:16.722
the insurance company will

00:44:16.762 --> 00:44:18.405
pay you the higher

00:44:18.585 --> 00:44:21.108
out-of-network allowed amount,

00:44:21.568 --> 00:44:22.670
assuming that plan has

00:44:22.791 --> 00:44:23.811
out-of-network coverage.

00:44:24.233 --> 00:44:25.273
That doesn't happen with

00:44:25.333 --> 00:44:27.217
traditional Medicare Part B

00:44:27.317 --> 00:44:28.378
and some other plans.

00:44:29.139 --> 00:44:31.260
When I'm looking at helping

00:44:31.420 --> 00:44:32.320
a therapist who wants to be

00:44:32.360 --> 00:44:33.960
out of network Medicare Advantage,

00:44:34.302 --> 00:44:34.782
I'm like, look,

00:44:34.842 --> 00:44:35.961
you can market to high

00:44:36.001 --> 00:44:37.322
functioning geriatrics with

00:44:37.362 --> 00:44:39.103
Medicare Advantage who

00:44:39.204 --> 00:44:42.085
strain a rotator cuff in January.

00:44:42.525 --> 00:44:43.545
They're going to have to pay

00:44:43.585 --> 00:44:44.827
the full allowed amount.

00:44:45.246 --> 00:44:46.067
But instead,

00:44:46.186 --> 00:44:47.648
if you market to a person who

00:44:47.668 --> 00:44:49.048
had a rotator cuff repair,

00:44:49.708 --> 00:44:51.050
Following surgery,

00:44:51.090 --> 00:44:52.552
they likely have exceeded

00:44:52.592 --> 00:44:53.994
that out-of-pocket max.

00:44:54.333 --> 00:44:55.954
They'll have zero expense,

00:44:56.416 --> 00:44:57.657
and they can select you as

00:44:57.697 --> 00:44:58.478
their therapist,

00:44:58.518 --> 00:44:59.398
and you're going to receive

00:44:59.418 --> 00:45:01.400
the full out-of-pocket reimbursement,

00:45:01.420 --> 00:45:02.762
which is a much higher rate

00:45:03.061 --> 00:45:04.083
than the in-network

00:45:04.123 --> 00:45:05.344
contracted allowed amount.

00:45:06.588 --> 00:45:09.391
We do this also for younger individuals.

00:45:09.431 --> 00:45:11.092
Forget Medicare Advantage for a second.

00:45:11.112 --> 00:45:12.153
So I have a young dad.

00:45:12.514 --> 00:45:14.076
He's working at the steel mill.

00:45:14.115 --> 00:45:15.197
He's really healthy.

00:45:15.237 --> 00:45:16.318
He has no problems.

00:45:17.219 --> 00:45:19.001
He's out with his kids on the weekend.

00:45:19.701 --> 00:45:21.202
He tears an AC out.

00:45:21.882 --> 00:45:25.364
goes in for surgery, I verify coverage,

00:45:25.846 --> 00:45:27.246
we usually see them pretty

00:45:27.286 --> 00:45:29.148
quick within a couple of days of surgery.

00:45:29.527 --> 00:45:29.728
Well,

00:45:29.748 --> 00:45:32.210
if the surgical charges haven't been

00:45:32.289 --> 00:45:35.271
processed, we hold those claims.

00:45:35.632 --> 00:45:37.373
We allow the hospital charges,

00:45:37.413 --> 00:45:38.634
the anesthesia charges,

00:45:38.653 --> 00:45:40.635
the surgical charges to all process,

00:45:40.715 --> 00:45:42.315
allowing that patient's

00:45:42.775 --> 00:45:43.996
insurance to pay all the

00:45:44.036 --> 00:45:44.838
other stuff first.

00:45:45.518 --> 00:45:47.161
Then when we submit our claim,

00:45:47.320 --> 00:45:48.322
if they've exceeded their

00:45:48.442 --> 00:45:49.583
out-of-pocket maximum,

00:45:50.025 --> 00:45:51.987
now we receive the full reimbursement.

00:45:52.108 --> 00:45:53.829
So that patient doesn't have

00:45:53.869 --> 00:45:55.152
to worry about a deductible.

00:45:55.192 --> 00:45:56.634
They don't have to worry about copay,

00:45:56.673 --> 00:45:57.275
coinsurance.

00:45:57.315 --> 00:45:58.336
It's all taken care of.

00:45:59.038 --> 00:46:00.340
And one layer on top of that,

00:46:01.527 --> 00:46:03.429
When I go to the hospital

00:46:03.510 --> 00:46:05.431
for one of my kids who needs stitches,

00:46:06.351 --> 00:46:08.132
I get a prompt pay discount.

00:46:08.393 --> 00:46:10.054
If I'm the provider,

00:46:10.534 --> 00:46:11.896
if I'm too quick to send in

00:46:11.916 --> 00:46:13.117
my claims before the

00:46:13.157 --> 00:46:14.858
deductible has been satisfied,

00:46:15.398 --> 00:46:16.219
I don't want to give that

00:46:16.259 --> 00:46:17.380
patient a fifty percent

00:46:17.980 --> 00:46:18.721
prompt pay discount,

00:46:18.740 --> 00:46:19.601
but the hospital will.

00:46:20.442 --> 00:46:21.864
so I know I said a lot of

00:46:21.903 --> 00:46:23.184
stuff I know most of it

00:46:23.204 --> 00:46:25.027
just went over everybody's

00:46:25.067 --> 00:46:26.349
head I just want you to

00:46:26.389 --> 00:46:28.150
have this kind of in your

00:46:28.170 --> 00:46:30.293
brains a little bit we

00:46:30.313 --> 00:46:31.614
should have a strategy in

00:46:31.655 --> 00:46:32.675
place whether you're

00:46:32.735 --> 00:46:34.398
contracted non-contracted

00:46:34.478 --> 00:46:35.840
in network out of network

00:46:36.300 --> 00:46:37.240
we need to have these

00:46:37.280 --> 00:46:38.302
conversations and

00:46:38.362 --> 00:46:40.083
understand how all of this works

00:46:40.864 --> 00:46:41.706
And the truth is,

00:46:41.945 --> 00:46:43.086
when I talk to therapists,

00:46:43.106 --> 00:46:44.688
the smartest people in the world,

00:46:45.208 --> 00:46:46.088
they don't even understand

00:46:46.128 --> 00:46:47.068
their own benefits.

00:46:47.268 --> 00:46:48.329
They don't even understand

00:46:48.369 --> 00:46:50.050
their own insurance coverage.

00:46:51.331 --> 00:46:54.134
So I'm glad Dana brought up

00:46:54.153 --> 00:46:54.994
that conversation.

00:46:55.014 --> 00:46:56.876
She's putting a ton of comments out here.

00:46:57.255 --> 00:46:58.597
That's got to be by design, right?

00:46:58.637 --> 00:46:59.840
This thing's so complicated.

00:46:59.940 --> 00:47:01.844
But if you ever get called on it,

00:47:01.864 --> 00:47:02.525
you can say, look,

00:47:02.565 --> 00:47:03.847
page sixty three section

00:47:03.887 --> 00:47:05.550
subsection four line two.

00:47:05.951 --> 00:47:06.532
It's in there.

00:47:06.851 --> 00:47:08.014
We set it and we deliver.

00:47:08.034 --> 00:47:08.815
You just never did.

00:47:08.896 --> 00:47:09.597
You never clicked on the

00:47:09.637 --> 00:47:10.679
thing to bring the thing.

00:47:12.661 --> 00:47:14.001
Here's another one real quick.

00:47:14.061 --> 00:47:16.063
Palliative care will keep growing,

00:47:16.902 --> 00:47:18.302
address the high costs in

00:47:18.342 --> 00:47:19.503
the last years of life.

00:47:19.943 --> 00:47:21.264
Patient's experience last

00:47:21.304 --> 00:47:22.545
year is often terrible.

00:47:22.565 --> 00:47:24.284
Yeah, my mom suffered.

00:47:24.724 --> 00:47:27.385
It was not the way she wanted to go,

00:47:28.865 --> 00:47:30.347
but we don't talk about that stuff.

00:47:30.387 --> 00:47:31.847
We don't get educated.

00:47:31.887 --> 00:47:33.126
We don't get trained on it.

00:47:33.206 --> 00:47:35.168
I think this is a huge aspect.

00:47:35.788 --> 00:47:36.889
Hospice is amazing.

00:47:37.228 --> 00:47:38.630
And there are some huge

00:47:38.710 --> 00:47:40.311
social media hospice channels.

00:47:41.072 --> 00:47:42.173
I think it's Nurse Debbie

00:47:42.393 --> 00:47:43.894
has a huge one that my

00:47:43.934 --> 00:47:45.556
wife's family all like

00:47:45.597 --> 00:47:47.137
followed everything she put out.

00:47:48.079 --> 00:47:50.181
I think there's a huge opportunity for OT,

00:47:50.221 --> 00:47:50.641
PT,

00:47:50.842 --> 00:47:52.742
SLP to move into that space a little

00:47:52.782 --> 00:47:53.164
bit more.

00:47:54.157 --> 00:47:55.157
She's adding this too,

00:47:55.318 --> 00:47:56.159
in terms of the future.

00:47:56.179 --> 00:47:57.360
And that's also what I want to talk about.

00:47:57.380 --> 00:47:57.960
The last thing I want to

00:47:57.980 --> 00:47:58.639
talk about in the episode,

00:47:58.659 --> 00:47:59.501
but we'll go with Dana thing.

00:47:59.940 --> 00:48:00.621
Dana's last thing.

00:48:00.880 --> 00:48:01.420
A couple of weeks ago,

00:48:01.460 --> 00:48:02.342
she was at a conference and

00:48:02.402 --> 00:48:04.762
former HHS secretaries

00:48:05.583 --> 00:48:07.264
Shalaya and Azar agreed

00:48:07.284 --> 00:48:08.985
that prediction of Medicare

00:48:09.005 --> 00:48:10.005
advantage will be seventy

00:48:10.025 --> 00:48:11.686
percent of Medicare by twenty thirty.

00:48:12.206 --> 00:48:13.347
That sounds like it's crazy

00:48:13.387 --> 00:48:14.068
far in the future.

00:48:14.487 --> 00:48:15.927
It's pretty much twenty twenty five.

00:48:15.947 --> 00:48:16.628
So that's not that far.

00:48:17.509 --> 00:48:18.949
It's a read the tea leaves kind of thing,

00:48:18.989 --> 00:48:19.449
of course.

00:48:19.530 --> 00:48:20.951
But these are the people who were

00:48:22.085 --> 00:48:23.286
sort of embedded in these things.

00:48:23.545 --> 00:48:24.586
So take that for what you will.

00:48:24.606 --> 00:48:27.748
Yeah.

00:48:28.048 --> 00:48:30.010
Real quick in regards to hospice, I agree.

00:48:30.130 --> 00:48:31.751
I interviewed a super smart

00:48:31.771 --> 00:48:35.032
guy a couple months ago, David Sands.

00:48:35.072 --> 00:48:36.574
He's the director of

00:48:36.634 --> 00:48:37.974
healthcare at EF Hutton.

00:48:38.094 --> 00:48:40.036
EF Hutton is a really big

00:48:40.076 --> 00:48:41.496
investment bank in New York City.

00:48:41.516 --> 00:48:42.557
They do a ton of deals.

00:48:42.878 --> 00:48:43.597
They've been around for like

00:48:43.617 --> 00:48:45.378
a hundred years and he runs

00:48:45.418 --> 00:48:48.340
their healthcare deals, all their deals.

00:48:49.621 --> 00:48:50.282
he came on my show,

00:48:50.302 --> 00:48:52.385
we did a state of healthcare,

00:48:52.505 --> 00:48:53.746
MNA mergers and acquisitions.

00:48:54.288 --> 00:48:55.168
And at the end of that episode,

00:48:55.188 --> 00:48:55.789
we were talking about

00:48:55.829 --> 00:48:57.851
hospice and he loves it.

00:48:58.012 --> 00:48:59.393
He sees a lot of value in it.

00:48:59.534 --> 00:48:59.914
And he,

00:48:59.934 --> 00:49:02.097
I think he gave an example like that,

00:49:02.137 --> 00:49:03.378
like a, like a family story.

00:49:04.179 --> 00:49:04.320
Um,

00:49:05.153 --> 00:49:07.795
It's something that I think respectfully,

00:49:08.157 --> 00:49:09.318
you know,

00:49:09.338 --> 00:49:10.838
families and consumers are more

00:49:10.858 --> 00:49:12.139
likely to just pay out of

00:49:12.159 --> 00:49:13.442
pocket for if they find the

00:49:13.461 --> 00:49:17.264
right fit because of the

00:49:17.505 --> 00:49:18.746
situation where there's

00:49:18.967 --> 00:49:20.307
less focus around like,

00:49:20.387 --> 00:49:21.869
is this covered by insurance or not?

00:49:21.889 --> 00:49:22.849
Or we need to get someone in

00:49:22.889 --> 00:49:23.451
here right away.

00:49:24.150 --> 00:49:25.952
I think the only challenge,

00:49:26.353 --> 00:49:27.434
and hospice is similar to

00:49:27.474 --> 00:49:28.976
my practice for the most part,

00:49:29.757 --> 00:49:30.757
you don't need a brick and mortar,

00:49:31.177 --> 00:49:32.159
you're going into people's

00:49:32.179 --> 00:49:33.480
homes if they're assuming

00:49:33.500 --> 00:49:34.762
that they're still at home,

00:49:35.382 --> 00:49:37.284
unless they're at a

00:49:37.324 --> 00:49:38.525
facility or something like that.

00:49:39.346 --> 00:49:40.547
I think the only challenge

00:49:40.887 --> 00:49:42.186
with growing a hospice

00:49:42.226 --> 00:49:44.088
practice would be keeping

00:49:44.128 --> 00:49:45.668
the professionals because

00:49:45.708 --> 00:49:47.829
of all of the like every day,

00:49:47.869 --> 00:49:48.429
it's like all of your

00:49:48.469 --> 00:49:49.690
patients and clients are in

00:49:49.750 --> 00:49:52.110
like the most challenging situation ever.

00:49:53.391 --> 00:49:56.253
And that probably can't be

00:49:56.293 --> 00:49:57.594
great for team members,

00:49:57.614 --> 00:49:59.393
whether it's a nurse, a therapist,

00:50:00.315 --> 00:50:01.074
a care companion,

00:50:01.114 --> 00:50:01.894
someone who is not even

00:50:02.576 --> 00:50:03.655
just their coach and trained,

00:50:03.675 --> 00:50:04.456
but they're not licensed,

00:50:04.496 --> 00:50:05.757
depending on states and

00:50:06.456 --> 00:50:07.318
regulation and all that.

00:50:08.077 --> 00:50:08.818
I think that the most

00:50:08.838 --> 00:50:09.679
challenging thing would be

00:50:10.018 --> 00:50:10.878
retaining those team

00:50:10.898 --> 00:50:13.139
members because all day, every day,

00:50:13.179 --> 00:50:15.360
they're with a challenging

00:50:15.400 --> 00:50:17.001
situation with the patient, the client,

00:50:17.021 --> 00:50:17.782
the family members.

00:50:18.922 --> 00:50:21.402
And there's no way that could be easy.

00:50:22.782 --> 00:50:24.123
So this would be a situation

00:50:24.163 --> 00:50:24.983
where you could say,

00:50:25.262 --> 00:50:26.204
and I do think there are

00:50:26.244 --> 00:50:27.485
individuals that thrive in

00:50:27.525 --> 00:50:28.284
that environment.

00:50:28.324 --> 00:50:29.646
Like they love it.

00:50:29.726 --> 00:50:30.945
They live in it.

00:50:31.005 --> 00:50:32.947
They get the most fulfillment from it.

00:50:32.967 --> 00:50:33.208
You know,

00:50:33.228 --> 00:50:35.409
back to burnout doesn't happen

00:50:35.449 --> 00:50:37.170
because you're overworked and underpaid.

00:50:37.230 --> 00:50:40.110
Burnout happens because you don't get joy.

00:50:40.150 --> 00:50:41.271
You don't get, you know,

00:50:41.311 --> 00:50:42.512
appreciation for the work

00:50:42.532 --> 00:50:43.273
that you're doing.

00:50:44.293 --> 00:50:45.893
And knowing some hospice

00:50:45.954 --> 00:50:47.275
nurses that are in that world,

00:50:47.335 --> 00:50:48.255
they live for it.

00:50:48.275 --> 00:50:48.715
They love it.

00:50:49.056 --> 00:50:49.876
But that being said,

00:50:50.257 --> 00:50:52.318
you could also just sprinkle that in.

00:50:52.458 --> 00:50:53.398
So you put a little bit of

00:50:53.418 --> 00:50:56.240
that caseload into your overall mix,

00:50:56.581 --> 00:50:57.202
put a little bit of

00:50:57.222 --> 00:50:59.043
athletics into your overall mix.

00:50:59.302 --> 00:51:01.144
You know, you mix it up.

00:51:01.224 --> 00:51:03.447
I did want to say there's a

00:51:03.487 --> 00:51:04.447
misconception that if a

00:51:04.507 --> 00:51:05.467
patient's on hospice,

00:51:05.487 --> 00:51:07.188
they do not have or they

00:51:07.228 --> 00:51:08.469
can't qualify for Medicare

00:51:08.489 --> 00:51:10.311
coverage for therapy services.

00:51:10.371 --> 00:51:11.132
And that's not true.

00:51:11.472 --> 00:51:13.034
There are modifiers you can use.

00:51:13.074 --> 00:51:14.135
There are services you can

00:51:14.175 --> 00:51:15.215
provide that even if the

00:51:15.255 --> 00:51:16.496
patient is on hospice,

00:51:17.418 --> 00:51:18.539
And especially now with the

00:51:18.579 --> 00:51:20.079
caregiver codes and some

00:51:20.199 --> 00:51:22.362
other services we have available to us,

00:51:22.902 --> 00:51:24.864
you can absolutely build a

00:51:25.126 --> 00:51:26.387
incredibly successful

00:51:26.427 --> 00:51:28.509
business incorporating that

00:51:28.568 --> 00:51:30.791
population as a hybrid model,

00:51:30.911 --> 00:51:32.313
some covered by Medicare,

00:51:32.373 --> 00:51:33.454
some self-paid by the

00:51:33.815 --> 00:51:35.016
patient or the family.

00:51:35.737 --> 00:51:37.358
I think there's a huge opportunity there.

00:51:39.197 --> 00:51:39.998
I got to dip a little early.

00:51:40.018 --> 00:51:41.739
I got to go talk to a PT program.

00:51:41.759 --> 00:51:43.659
Let's wrap it up.

00:51:43.699 --> 00:51:43.878
Let's do.

00:51:43.898 --> 00:51:44.860
One last thing I want to throw out there.

00:51:45.059 --> 00:51:46.000
We're off on Thursday.

00:51:46.559 --> 00:51:47.079
Yeah.

00:51:47.119 --> 00:51:48.701
I do want to before the end of the year,

00:51:48.740 --> 00:51:50.141
but he loves to reflect.

00:51:50.581 --> 00:51:52.402
I want to be the first people to reflect.

00:51:52.422 --> 00:51:53.661
Right.

00:51:53.702 --> 00:51:54.621
So I want,

00:51:54.643 --> 00:51:56.362
we've talked about this off offline,

00:51:56.382 --> 00:51:57.902
which is let's come together.

00:51:57.922 --> 00:51:58.824
Let's each have two.

00:52:00.134 --> 00:52:01.253
Big, hairy,

00:52:01.434 --> 00:52:03.414
audacious predictions for

00:52:03.454 --> 00:52:04.434
twenty twenty five.

00:52:04.914 --> 00:52:05.755
I don't want to know what

00:52:05.775 --> 00:52:07.775
yours are until we're live.

00:52:08.295 --> 00:52:10.315
So let's do it the first week in December,

00:52:10.335 --> 00:52:11.576
the first Tuesday in December.

00:52:12.277 --> 00:52:14.016
Twenty twenty five predictions.

00:52:14.036 --> 00:52:16.978
This is the skate where the puck is going,

00:52:17.057 --> 00:52:18.637
not where the puck is sort of moments.

00:52:18.818 --> 00:52:19.838
And what what advice would

00:52:19.858 --> 00:52:21.139
you give for practice owners?

00:52:21.679 --> 00:52:22.358
Parting shots.

00:52:22.398 --> 00:52:23.199
Dave, what do you got today?

00:52:24.684 --> 00:52:25.324
parting shots.

00:52:25.764 --> 00:52:26.804
I'll just go back real quick.

00:52:27.025 --> 00:52:28.545
I'm thankful for what we do,

00:52:28.606 --> 00:52:30.668
for what we collaborate on here.

00:52:31.487 --> 00:52:33.168
I get fulfillment and energy from it.

00:52:34.570 --> 00:52:35.851
And I'm glad that other

00:52:35.931 --> 00:52:37.170
owners and other practices

00:52:37.451 --> 00:52:39.293
and physical therapists and

00:52:39.353 --> 00:52:41.034
other therapists like what we're doing.

00:52:42.353 --> 00:52:46.556
And I would say also that we

00:52:46.597 --> 00:52:47.737
put out a lot of

00:52:48.757 --> 00:52:50.938
actually tactical steps and

00:52:51.159 --> 00:52:52.960
uh ideas and processes so

00:52:52.981 --> 00:52:53.920
just like jeremy sutton and

00:52:53.940 --> 00:52:54.762
other people out there like

00:52:54.822 --> 00:52:56.161
if you hear something that

00:52:56.181 --> 00:52:57.083
we're talking about you

00:52:57.182 --> 00:52:58.204
test it you implement it

00:52:58.443 --> 00:52:59.344
just give us feedback let

00:52:59.364 --> 00:53:00.184
us know like maybe it

00:53:00.224 --> 00:53:01.025
worked for you maybe it

00:53:01.065 --> 00:53:02.706
didn't um like jeremy

00:53:02.746 --> 00:53:04.646
sutton took our idea and he

00:53:04.766 --> 00:53:05.867
started advertising for

00:53:05.887 --> 00:53:07.068
like the next day like the

00:53:07.389 --> 00:53:08.750
uh got like parkinson's

00:53:08.769 --> 00:53:10.351
golf program like whatever

00:53:10.371 --> 00:53:11.471
he was charging and you

00:53:11.490 --> 00:53:11.811
know if you have

00:53:11.871 --> 00:53:14.132
parkinson's I'll he would go with you to

00:53:14.793 --> 00:53:16.373
you know nine holes of golf

00:53:16.474 --> 00:53:17.534
or full rounds of golf or

00:53:17.554 --> 00:53:18.514
whatever like if you have

00:53:18.554 --> 00:53:20.255
parkinson's and if you have

00:53:20.336 --> 00:53:21.137
if you like golf and if

00:53:21.157 --> 00:53:22.697
you're in the louisiana

00:53:22.777 --> 00:53:25.159
area like he would go with

00:53:25.199 --> 00:53:26.860
you on a round of golf so

00:53:27.240 --> 00:53:28.081
if you watch what we're

00:53:28.260 --> 00:53:29.202
talking about if you listen

00:53:29.242 --> 00:53:30.623
if you implement it let us

00:53:30.682 --> 00:53:31.483
know some of the things

00:53:31.503 --> 00:53:32.264
we're going to work for you

00:53:32.304 --> 00:53:34.224
some of them might not but

00:53:34.264 --> 00:53:35.166
that would be the best feedback

00:53:36.054 --> 00:53:37.795
Yeah, and I just want to say again,

00:53:38.056 --> 00:53:40.516
I am so thankful, so grateful, Jimmy,

00:53:40.556 --> 00:53:42.818
Dave, you guys came into my life.

00:53:42.938 --> 00:53:45.719
I mean, we had kind of contact before,

00:53:45.760 --> 00:53:47.721
but this has been such an

00:53:47.780 --> 00:53:50.101
incredible phase of the journey for me.

00:53:50.581 --> 00:53:51.822
And those of you watching,

00:53:51.963 --> 00:53:53.702
if you want to show your appreciation,

00:53:54.164 --> 00:53:56.244
go to the Dave Kittle Show, subscribe,

00:53:56.284 --> 00:53:58.286
go to the PT Pinecast, subscribe,

00:53:58.365 --> 00:53:59.905
learn Medicare billing, subscribe,

00:53:59.945 --> 00:54:00.547
support us.

00:54:01.027 --> 00:54:02.967
Let us know, like it goes back to burnout.

00:54:03.367 --> 00:54:04.869
the fulfillment we get is

00:54:04.929 --> 00:54:06.168
knowing you guys are doing

00:54:06.228 --> 00:54:06.869
something with the

00:54:06.909 --> 00:54:07.889
information we share

00:54:07.909 --> 00:54:09.190
because we've already done

00:54:09.250 --> 00:54:10.871
it we're sharing this for

00:54:10.931 --> 00:54:12.331
you guys and we want to see

00:54:12.371 --> 00:54:13.911
you guys taking this and

00:54:13.972 --> 00:54:14.952
doing something with it

00:54:15.233 --> 00:54:16.072
yeah we didn't plan on our

00:54:16.092 --> 00:54:17.572
parting shots aligning but

00:54:17.634 --> 00:54:18.813
dave's and tony's like sort

00:54:18.833 --> 00:54:20.193
of made me think like the

00:54:20.233 --> 00:54:21.574
the person you're hiding

00:54:21.594 --> 00:54:23.436
the ideas from that you

00:54:23.536 --> 00:54:24.416
think like if I'm going to

00:54:24.456 --> 00:54:25.536
keep this close to the vest

00:54:25.556 --> 00:54:26.556
the other therapists

00:54:28.123 --> 00:54:29.445
not your competition like

00:54:29.605 --> 00:54:30.985
I'm very I get it I

00:54:31.146 --> 00:54:32.166
understand traditional

00:54:32.206 --> 00:54:33.809
thought even if they're

00:54:33.849 --> 00:54:35.110
down the street they're not

00:54:35.190 --> 00:54:36.271
really your competition

00:54:36.331 --> 00:54:37.632
there's more that have an

00:54:37.672 --> 00:54:39.512
abundance mindset I I

00:54:39.672 --> 00:54:40.773
understand this is simple

00:54:40.813 --> 00:54:42.275
but not easy but when you

00:54:42.315 --> 00:54:43.597
start to do that maybe not

00:54:43.617 --> 00:54:44.577
the first day maybe not the

00:54:44.617 --> 00:54:46.099
first month things come

00:54:46.119 --> 00:54:49.420
back in a big way uh dana

00:54:49.440 --> 00:54:50.402
saying she loves the show

00:54:50.661 --> 00:54:52.804
thank you dinner she's crazy smart

00:54:53.018 --> 00:54:54.079
She knows a lot of things, man,

00:54:54.119 --> 00:54:55.719
and like off-the-cuff sort of things.

00:54:55.880 --> 00:54:56.159
Love it.

00:54:56.501 --> 00:54:57.101
Thanks, Portia.

00:54:57.440 --> 00:54:57.902
Appreciate it.

00:54:57.922 --> 00:54:58.461
All right, guys.

00:54:58.621 --> 00:54:59.702
Have a great Thanksgiving.

00:55:00.903 --> 00:55:03.166
I am selling nothing on Black Friday.

00:55:03.485 --> 00:55:05.748
I want you to do nothing but eat, eat,

00:55:06.027 --> 00:55:07.588
hang out, hug,

00:55:07.949 --> 00:55:08.969
call someone you haven't

00:55:08.989 --> 00:55:09.891
talked to in five years.

00:55:10.291 --> 00:55:11.632
And bring up politics at the

00:55:11.652 --> 00:55:12.713
table when you're eating Thanksgiving.

00:55:12.733 --> 00:55:13.614
Bring up politics at the children's table.

00:55:13.634 --> 00:55:14.213
That's where it belongs.

00:55:14.233 --> 00:55:18.938
All right.

00:55:19.297 --> 00:55:19.719
All right, gentlemen.

00:55:19.739 --> 00:55:20.539
We'll see you next week.

00:55:20.559 --> 00:55:21.320
Have a great Thanksgiving.

00:55:33.318 --> 00:55:33.456
All right.