What PT Clinics Can Learn From Amazon Prime Day

0:00 The PT Breakfast Club, iMode, where morning coffee meets movement science. That thing does not get old to me, the AI. We don't have nearly enough AI-generated big feet anymore. Good morning to you. I just saw a Facebook memory from two years ago that we were doing this thing. It was live June eleventh, twenty twenty four, so. Well, you know, I am a witch today. I had a dream about a past patient last night. And the patient called this morning to schedule. Haven't seen this patient for months. I also had a thought. We don't do the AI animals anymore.

0:42 And there you go. You bring it up. You've got something. I got to make some bets. I actually took some notes from Tuesday's episode because a lot of times we'll say, we'll talk about that later. And then we have no idea. We don't have a producer. And I say I took notes. I just went back to the transcript and looked at what we talked about. Do you remember what we said we were going to talk about? I don't. i'll give you a visual clue because i went and got a graphic for it so we're going to talk about this which in two weeks time is going to be a very very big deal for the interwebs uh talking about amazon prime day which is now prime did it it was oh in the beginning it was two days now it's three days i actually think it was longer the last time they did it i think it was four or five days or something like that are they ruining this i think so but but i think that's a natural course you know you if i'm looking at wanting to get something on prime day i'm not going to buy anything for a week or two before and then you crush all the sales on those couple days but what good is it because you lost the sales prior i would never go to bad bed bath and beyond if i didn't have a twenty percent coupon in the mail I don't go to Kohl's if I don't have a thirty percent coupon like they have conditioned us to wait for these deals.

2:03 We tried to not do something, not ruin something in radio. Radio would have specialty weekends, right? We've got to spice things up, right? So a lot of times classic rock radio stations would do A to Z weekends. Are you familiar with the A to Z weekend? No, tell me. You play a bunch. You play a band that begins with an A and then a B and then a ha-ha-ha. Then eventually it's got to get to ZZ Top because what else do you got with Z or Y or whatever the hell you're doing? We didn't do that, but we did – I realized that we had a library of music that had so many live and acoustic songs. I'm like, we have enough songs to do an entire weekend where we don't actually have to change our music, play the same bands and the same songs, but do it differently.

2:47 And of course it blows up like the first time you do Amazon Prime. And then everybody's like, when are you going to do that again? And everybody's like, let's do it every three months. And I go, no. We wait. We wait longer. We make it so painful that people want this that they have to beg for it. And that was me trying not to do what I think they've done with Amazon Prime or they're getting close to do with Amazon Prime. Although I still think they're selling this illusion of a good deal. Like even when you see, even when you know they're like, I don't know. I think logically when I go to Walmart and I see the rollback price, I'm like, they're still making money. probably that price or there's a website called are you familiar with camel camel camel yeah camel camel camel great website and it's all about the humps you go to camel camel camel you go to any product on amazon and you highlight the url and you put it in camel camel camel and it'll show you the last six months worth of prices so you can see what happens before prime day Prices go up.

3:52 Why? So on Prime Day, it's all red with a slash saying forty two percent off and you feel good. So I don't know. So what were your thoughts on Prime Day? I went and did some research, but I wanted to hear why you wanted to talk about this. My main thing was for people like us to create content for product companies, reach out to product companies like this. This is a big day for a product company selling products on Amazon. You've got the massage guns and the compression boots and all that stuff. It motivates me. It's just like working out. Like, why are you working out? I'm trying to increase my mileage. Why am I doing it?

4:32 I don't really have a reason. I'm not doing a race. I'm not doing anything. But people like to have motivation. Why, Mr. Therapist, do you want to make more content? Well, Prime Day is coming up. I'm going to record a bunch of product videos. They're going to make a bunch of advertising for it, and I'll increase my revenue. And just because of that, On my Amazon associate account, I was averaging maybe eighty, ninety clicks a day. It shot up to two hundred and seventy and then another I think it was like two hundred and twenty because I made a concerted effort to share affiliate links, create product videos and do something with a purpose.

5:16 Yeah, I think it's the difference between. someone hitting you with a nail and you laying on a bed of nails you're spreading you're spreading this thing out you're saying hey everybody instead of just there being good prices all the time look at look at this it's all the prices at the exact same time this is banana this is crazy eddies did you guys have crazy eddie or is that just a new york city thing it's just in new york but i remember being in new york and seeing the commercials This guy, he was an appliance, you know, refrigerators, TVs, and he was just bananas. I think he was also like a big Russian gangster or something. Yeah, there was like a story behind this where he definitely did something shady to be able to – people were like, you sell TVs for like a hundred dollars.

6:01 And back then TVs were supposed to be, you know, eight hundred dollars. But instead of just saying it's cheap, it's cheap, it's cheap, this is saying come look at everything. if you were saving up for one thing you can get that and there's also twenty different things there's stuff you don't need like there's impulse items right i i'm a sucker for when you buy something on amazon it's like well other people When they buy this, they also buy this. Like you're buying a chair for your deck. Do you have a side table? Do you have a cushion? Do you have an umbrella? And you're like, you know, I didn't think of that. And that's the power of Amazon. But isn't that the power of a clinic?

6:41 Like right now we sell, you come to us when you need us. We'll just, hey guys, we don't want to be a bother. We'll just stand here with our arms crossed and say, you come to us whenever you need us. And then when people don't think of us or don't come, we just say, no problem. We'll just still be here. Instead of creating a, I don't know, return to run week or something like that, right? Like wouldn't the PT, wouldn't the healthcare version of this, it might feel salesy because it is, but in a good way, reactivate people who, I mean, you can put in someone's profile, depending on the EMR, different keywords and search that way, correct?

7:25 If you're creative about it, absolutely. You could email everybody who's ever said they were there for a running injury or wants to be a runner. You could just email everybody and say, if you've ever thought about running the blah, blah, blah, ten K, that's six weeks out from today. We're doing a week where we're doing these running. We aren't thinking of those things. Or maybe people are, and I'm just not seeing it. I don't know. That brings up a great transition topic. I shared a post yesterday, I think, of a licensed massage therapy group where the person was complaining that LMTs are charging less than one hundred and fifty dollars a massage for sixty minutes. And James, you know, James, I think he's in the New York area, actually.

8:07 I think he might be Long Island, but I'm not sure. he brought up a great point and i never really brought this discussion up this way so he was saying it's very different to pay a hundred and fifty for a massage once a month compared to a hundred and fifty for physical therapy two three times a week and people forever have said yeah you get your hair done it's three hundred dollars yeah but it's once every you know six weeks Okay. I acknowledge that. One hundred percent. Why then aren't physical therapists saying it's three hundred dollars? We can do it once every six weeks. Right. You know, like you go to an LMT, you get a massage.

8:49 What is the actual carryover benefit of that massage? Couple hours. Right. A couple hours or like I feel kind of good for the next until the next morning or I'm sort of on that. It's a feeling. Yeah. And there are plenty of therapists who are delivering that kind of treatment. They make you feel good. They relieve the pain. Even in the most transient kind of lasting effect, the physical therapist is still probably going to show you something that you then have the choice to do or not do to try and improve the carryover benefit where the LMT isn't doing any of that. But like, OK, so if the person can only afford one three hundred dollar session every two months, then that's what I'm going to offer.

9:34 I can do one every two months. And when it gets bad enough and I know plenty of Cairo's who are in this world, when it gets bad enough, come back and see me. You know, and this is the rest of your life contract until death do us part. But we are so obsessed with we know that we want to make change in your body. We know you need to do something every day, three times a week, whatever the number is. We will sacrifice ourselves, our longevity, our money, our family in order to get you to do what we know you need to do, as opposed to building a business model that, you know, supports what the market wants.

10:18 Yeah, we will say, but you have to do three times a week. And the person will say, I can't afford it or I don't have time. Like not having time sounds like a cop out, but like. I don't know, man, like sort of a real thing. Right. Like or I forget whose whose post I was reading the other day said had a bad ankle injury when I was non weight bearing. Going to the PT was vital. Like I need they had things there that I was doing and it was very painful. I wanted to be guided. But once I went back to weight bearing and they were showing me stuff, people are not stupid. How many times have you heard, thought, I could be doing this at home? Right. Right?

10:59 So why aren't you? And then we'll fight. We're like, well, you're under the supervision of a doctor, a physical, a licensed physical therapist. And they're going, looks a lot like I'm just lifting my heel up. Feels like there's nothing special here. Right? And you can try to have this, like, therapeutic theater as much as you want of no but here it's special all the while trying to enable someone to do it elsewhere where there is nothing special and I think I think people's objections are very valid of time or is this actually special here I can hear Tony's brain saying great get out of here make a room for someone else like I don't need you to be I'd rather you not be here but be armed with what we think you should do and you decide whether you do it or not And then if it doesn't work, you come back.

11:49 And that's where I think you see most clinics today full of new patient referrals. Like nobody is lacking new patients. There's a three week, six week wait list for new patients. You tend to see those clinics, um, kind of discharging sooner, discharging earlier, getting patients out the door quicker. And when you look at the way the system is set up from a third party reimbursement, I just talked about this last night in the course. The example I always give, Jimmy and I are two physical therapists, alternate universes, treating the same patient. This guy, his name is John. He has Parkinson's, hip pain, back pain, knee pain.

12:29 He's seventy two years old, falls a couple of times a week, lives independently with his spouse. He doesn't drive anymore. So the wife is bringing him the therapy like this is a classic patient that I'll get in the clinic, you know, a couple of times a month. You are an amazing therapist. Jimmy has gone through continuing education courses. He's learned. He's invested. He's got specialized equipment. I am a standard of care therapist. I run a busier clinic. Jimmy is out solo doing mobile therapy. I've got twenty people waiting to get on the schedule. I see John. I'm like, OK, pretty classic. You got Parkinson's. You got these things. What are you struggling with? Well, I can't get out of the car.

13:11 Having trouble with car transfers, with stairs and with bed mobility. I show John three exercises. I do three visits. I determined that John knows what to do. He is capable of doing what needs to be done. Now John just needs to go do it. And John's seventy-two. He doesn't need me personal training him. He just needs to do it. It's going to take weeks or months to change the tissue. He just needs to do the job. I discharged John in three visits. You, because you're such an amazing therapist, you identify all of these deficits. You look at all these joint range of motion and neuro techniques and you're like, oh, We've got forty eight visits worth of work.

13:51 Here's the thing, you are right. I am right. We are both professionals, right? I'm gonna get a pat on the back because Medicare is gonna be like, holy crap, Tony is an amazing therapist. He discharged John in three visits. You are gonna come under scrutiny because you are so far over what everyone else is doing that they're gonna say, Jimmy, I think you're doing something wrong. We're gonna do a TPE, targeted, probe and educate. I wanna see your documentation. They're gonna review everything. and even if what you did is proper you still have the extra burden of going through that and if they determine oh you you did the bike three times you know we got to take some of that back now you lose the money i get rewarded you come under deeper scrutiny but in the real world you might have saved John from going to a skilled nursing.

14:43 You might have improved the quality of a life, improved his self-efficacy. I could have had zero impact. I'm still going to get rewarded with no audits, the same reimbursement that you're getting. I don't have to spend money on continuing education or specialized equipment. I am in a better place, even though I delivered a worse outcome. And we have to acknowledge this is what the system is rewarding. If you don't want to be in that system, you don't have to. Exactly. But complaining about it does nothing. Sure. I've even stopped poking the bear and responding in most Facebook comments. I'm like, I'm good. Here's the thing. You get to a certain age or you get to a certain number of reps where you're like, I already know where this circle is going to go, and I don't need to go around that block.

15:29 I did grab a list, though, of things that Amazon Prime or Amazon Prime Day does that psychologically of why it works of whether it's good or not is not this debate right we buy stuff everybody i mean i think it's safe to say everybody buys stuff from amazon at this point um good or bad is not the thing uh that we can steal but i also want to make sure that clinic owners can steal i think again i started off by saying it's not about cheap it's not about the price It's about the event instead of a bed of nails and spreading the, and spreading the sales out. You can buy anything you want three o'clock in the morning.

16:09 You need a, you know, you need a backhoe. I got news for you. You can buy one on Amazon, but why is Amazon prime? We do exactly the same thing, or at least I do. I load up my cart with everything I'm looking to get. And then on Prime Day, I sort of take a peek and I'm like, how good are you going to make it? But Tony's point is this, is that I wasn't buying it for three weeks before and now I am. So it looks like Prime Day is a success. And yet no one looks at the three weeks or six weeks before and goes, it was a dip in sales. I was preparing for it. Now, the thing that you get with a Prime Day is you get people talking about it. Hey, did you see the bubble? You get people now.

16:50 It's an event and they're talking about. So number one, it's named. We've got a name. Prime Day. We're using it. I know it's dumb, but Tony, my one rule is it's got to have a name. If it doesn't have a name, I can't tell you. You know that thing with the things why movies have names. Did you see the movie? Which one? This movie? Not, you know. All right. So the second one, I think we've talked about this before. and it sounds like we're oversimplifying, how many clicks do you think it takes when you find your item and you're on your product page, how many clicks it takes to actually make that transaction happen on Amazon versus booking time to see your physical therapist or your MD or anything?

17:32 I will bet the answer is not the same. The buy now button Right. Of course, you've got to log in. And but I mean, I'm already logged in. Everybody is. Yeah, I did. I want you to go to a different device. But Amazon makes action easy. It's the path is not low resistance. It's almost no, they'll take your money. And we resist, resist, resist. We want a call, not a click in twenty twenty six, which baffles me still. But we're special. Fine. Fill out this form. Still can't figure that out. Maybe we have openings. I will fucking find something for you. So I've dropped an F-bomb. If you want to spend two thousand dollars on a night at the Plaza Hotel, they'll find something for you.

18:17 Trust me, they'll find something for you. So I think, book something needs to be in two clicks or less because Amazon's already got one. And then I've got two more. One is, and it's for a different reason. Tony does this. Or maybe you do do it for this reason. The membership mindset. What do you charge? A hundred bucks a month? Yeah. I also like a hundred dollars a month. Here's why. It just feels like it's one paper money. It's this big paper money a month. It's a hundred dollars a month. I can easily do the math. I'm not a math guy. Twelve hundred bucks a year and I can do this whenever I want.

18:58 I'd love for you to run your numbers and how often those people actually come in. I'd love to see the distribution there because it's not as much as everybody thinks. But I think Prime is a membership model. It's I belong here. Because I have membership, I sort of feel like if I don't use it, I'm abusing this thing, right? If I don't use my American Express card, why do I pay the fee to get the points to come out ahead? So it's a membership model, and people like us do things like this. So I don't know that a lot of clinics are doing a membership model. I would venture to guess not many. Go ahead. the reason why i'm gonna send you a photo in the chat because uh i've got releases on all of these people so um i just sent it now i understand why most don't most look at this and they say the juice isn't worth the squeeze my therapist don't want to do it and look i've been there for twenty five years right now because i'm down to one clinic and it's myself and my assistant We're both of the personality that we're happy to have individuals in the clinic.

20:10 We're happy, you know, I told you I had a dream. Okay, so real quick. What you guys are looking at, for those of you watching the video, standing in the Superman pose by the window, that is my physical therapist assistant, Jeremy. The people starting closest to the camera in the yellow shirt, that is my physical therapy patient. Then we have an independent, independent, independent, and then another physical therapy patient. This is the community, you know? And so we're still one-to-one. We're one-to-one in a group, right? This is the pub, the modern version of the pub where their neighbors, they go to church together.

20:51 Some of them are husband and wife. They're coming in for the socialization more than they're coming in for any of the exercise. And they've been coming, the guy in the machine in the middle, he's been coming for like, fifteen years. Actually longer. He was a patient before my seventeen-year-old was born. So these are people that have grown up with us. You see this in fitness communities like CrossFit and things like that. They go to funerals when somebody passes away. They're part of everything we do. This is why I come to work every day. Not because I want to be a great therapist, because this family is relying on me and expecting me to be there.

21:35 And it's reciprocated in I'm expecting them to be there. Um, shoot, I was saying something before that popped up and I totally forgot it, but go ahead. What are your thoughts? Uh, well, uh, now, now it's, it's a group. Now it's a membership. Now Dana is saying like Costco, there's a reason all of us do this. And actually I have a, somebody got me a BJ's membership was a beach is BJ's Walmart or something like that. That's the Walmart arm. No, BJ's is totally different than Costco and Walmart. It was just the closest one. Sam's Club is Walmart. Sam's Club is Walmart, right, right. But now that I've started going to BJ's, all I see now are articles coming up about Costco and how it's this and this and this and this and this and this, better than things you don't know.

22:19 But Dana's right, which is it's a big warehouse, but there's something different on the – and, of course, I always keep this graphic handy – on the psychological – Maslow's hierarchy of needs. There's belonging. There's understanding. There's badge value. There's understanding that people like us do things like this. There was a great post that you had shared, and I can't remember who the author was. It was a video. But do you remember sharing the, if I started a gym tomorrow, here are the things I'd have in it? And the first one was, there would be a co-working space, almost like an internal WeWork space.

23:00 The idea there is if you're creating a gym and you create that, you say, hey, this is our co-working space. There's a bunch of little cubbies and you get this and it's got Wi-Fi and it's got free coffee. You're like, huh, it's a third place. I'm already paying for it. There is an exchange of money for use, but it's not a per. I'm sure there's some up charges, but it was a co-working space. It was obviously working out. There was fitness facilities. But then on top of that, they said, Um, enhancements, things like cold plunges, infrared saunas, hyper ice compressions, you know, uh, station, things like that. And then the third was socialization.

23:42 And they went so far in the video to say, not a bar, but like juice bar. you know, place to eat, like solve my problems. I got to work. I want to work out or I want that opportunity. I'm going to have to go somewhere anywhere. Don't, don't go, don't go. And I'm going to have to eat. And then they, they, they put all three together. They go, well, if you have a business meeting, you can invite someone there for, for lunch. And now you, you solve two problems and not just one. And there's a status thing. This feels like that Gold's Gym example that I shared with you minus the co-working. It really was heavy on just the gym, but I think someone's missing out. I wonder if Equinox, why Equinox hasn't pulled the trigger on Equinox plus WeWork plus, I don't know, a great juice bar or a great, really healthy alternative for food.

24:32 You know, the other day, Dana's here, we were talking about the move away from fee for service to move toward, okay, we're going to put the local hospital in charge. If the cost of a total knee replacement is higher than this number, the hospital is going to effectively earn less, looking for local leadership to distribute and reduce costs. what's gonna be what keeps that person in our ecosystem, it's gonna be, look, the docs, the hospitals, they're gonna try to keep these patients in their network, but when their network isn't offering the socialization, when their network doesn't have the therapist, that the patient genuinely wants to come see, hang out in the space that feels comfortable.

25:24 They can stick around for a couple extra, you know, twenty minutes and talk and see their friends. And that's the differentiating factor. And I would say that has the self-pay value, you know, because the hospital-based therapist or private practice is connected with the hospital because that's where it's going. They're not going to deliver that kind of experience. My people come here years and years and years because they know that we know them, we know their kids, we know their dogs, we know their family and friends and everything about it. That's that personal touch, which is not gonna be replaced by AI.

26:06 Right, correct. Paul's saying Lifetime Fitness is doing this model. I was unaware, to be honest. I mean, I never look at a Lifetime Fitness. It's just not my style, right? I build it in my basement, but he's right. And just at cursory glancing, it looks like they have co-working space. They obviously have the gym. These are not everywhere, though. These are like, I mean, I looked for the closest one to me. It's in Chappaqua, which is like where the Clintons live and where Roger Goodell lives. And he's saying, OK, well, now I've got you socializing here. How do I get you to live closer? Apparently, Lifetime Fitness started building and renting apartments next to the gym. What game are we in? We're in the status game.

26:48 What is an apartment cost? What is the average apartment in this in Chappaqua? I don't even want to look, but not a little bit of money. And they're saying we can get you from waking up to going to sleep. Sounds good. I saw that article where like the Lifetime has apartments and stuff to rent. And you you can charge as a landlord a premium for that apartment, you know, versus just building a straight apartment building with a fitness center in it. Right. What's Dana saying? And the patient drives the episode of care. Right. She's agreeing with you. Yeah. So if you don't have it, like whatever you want to talk about, but we had said we were going to come back to the fifty year old new grad physical therapist.

27:33 Oh, yeah. This one, Dave and I still can't wrap our heads around it. So sum it up. Just re-rack it for people. Sometimes the craziest ideas are the ones that work and the ones that resist. But right now I'm going, really? I don't I don't know. But keep going. I just go back to when I look at the ideal physical therapy candidate, we're busting at the seams like we're for the first time in a decade. I'm like, oh, man, I like every single day I'm on the treadmill running between patients and I've got so many patients to get on the schedule. I won't even consider hiring another therapist, like zero consideration. I will do everything else in my power before I consider bringing on new staff.

28:16 But why? Why am I so resistant to it? Largely because I don't feel like I want to go through the hassle of finding someone that fits the culture. I'm happily married, but I can imagine being a fifty one. I'm fifty one. Fifty one year old divorcee and being like, no, I don't want to go through the hassle of finding somebody that I can partner with again. It's just one of those things. So I think about the psychology of it, I think about all this stuff, and I'm like, who would be the perfect candidate to walk in the door? The perfect candidate would be a person, I don't care male or female, in their fifties, sixties, who has never been a physical therapist before.

28:57 They had a successful career. They raised a family. They've done all of the things. They're not worried about money. They've got money in the bank. They've got their investments. They've done everything. They're smart. They're looking for a challenge. They've always wanted to help people. And they're like, what else am I going to do? My kids are in school. I don't really have a purpose at the moment. I'm going to go become a physical therapist. I've always been interested in fitness and activity and healthy lifestyles. They go back to school. They probably already have a bachelor's anyway. They go back to school. They become a licensed physical therapist. They're coming in with all of the benefits of experience, wealth, success.

29:40 and a fresh motivation at the age of fifty plus to genuinely connect and vibe with people as opposed to the young person which nothing against the young therapist but for my community you saw the picture when you put a twenty two year old in front of an eighty two year old i don't care how good and smart you are you're fighting an uphill battle to be like i can relate at the age of twenty two to your aches and pains at eighty two If I come in in my fifties, I can relate instantly. Go Knicks. That was a crazy ending to that game last night. That was ridiculous. But anyway, so I'm like, this is the perfect pool.

30:23 This is the perfect population. Plus, again, we look at AI, we look at changes in employment, you know, we look at all of these things. I'm like... go back to school, make a fast track if you really want to get serious about this, let them get through the DPT program in two years instead of three years, and bring them into the workforce. This would be phenomenal for the profession. I don't disagree. My question is, are there going to be enough of them that will take That financial bite of the apple so late to say, when am I going to break even on this? Look, we have we have twenty somethings doing it who want to have babies in five years.

31:07 Right. Yeah. Right. Like if I'm in my fifties, especially if I'm somebody in this category, I'm expecting to live and be active into my eighties. If you're if you're a school, you're like this is what it will cost if you paid over ten years or if you if you pay If you put it down payment, it'll be faster. Yeah, I mean, I like outside the box ideas. This is definitely one of them. And if you're solving a problem that has a problem, you need people who have the money. How long do you think that that fifty year old would work? Are they going to stick around for ten, fifteen years till they're sixty five now? Yeah, they've done the first job. I would genuinely imagine a twenty year career if I came into it at fifty.

31:50 Wow. and you wouldn't be scared about the physicality of the career. No. I don't understand. Maybe if you're working in a heavy, complex neuro, maybe if you're working in acute care, I have not touched a human being other than doing manual therapy in like twenty years. You're not lifting people every day. What are you talking? I was just and I recorded this video because it's a really good video. I take a person post-op acute total hip replacement out to do a car transfer because his wife couldn't do the car transfer. I never touched him. I never lifted him. There was no physicality whatsoever to what I was doing.

32:34 I watched what he did. He got into the seat. I showed him how to slide back. I showed him how to move the chair back. I showed him how to recline it. We put a garbage bag on the seat. I did no actual work with my physical body. I don't understand the people who are saying there's such a physical toll for being a physical therapist. But it must be my setting, the population that I'm treating. So no, I don't see it being a problem. Plus, I would see the opposite. Hey, I'm in the gym every day. I'm motivated to work out. I see people, my senior, who are really struggling. I don't want to be in that boat.

33:14 At fifty, sixty, I have the mental maturity to say, I don't want somebody having to lift me. I'm going to keep lifting weights and working out. Another thing that I highlighted was that Amazon bundles better than healthcare does when they'll put things together. I mentioned earlier, if I'm buying the deck chair, have you always thought about an umbrella? How about a cushion? How about a side table? Where's your cooler? We don't do that. We don't. What's our version of that? Is it a package? Is it a treatment plus a membership? I shouldn't say no one does it because, of course, all someone has to do is show me one example, but most, I think, don't do it.

33:57 Yeah, it goes back to and I remembered the thought I was trying to finish before the culture of the profession in general is, well, if they're going to do fitness, they don't need to be here. I'm not a personal trainer. When I've tried in the past to do the hundred dollar a month membership at clinics that I wasn't physically in because we had multiple clinics at the time, I couldn't find staff who were willing to even just acknowledge that the other humans were in the clinic. They wanted to focus on their patient and that was it. And the blinders were up and don't talk to me if you're not an insurance patient that I'm treating at the moment, one-on-one. So now that it's just Jeremy and I, I can have twenty, thirty people a day coming through, some of them doing independent, some of them doing one-on-one care because we're both of the nature that we want to do it.

34:49 If you have a therapist that doesn't want to sell TheraBand and flex bars and stuff, it's never going to happen. I got to dip a little early, so we got to do parting shots pretty soon. Let's do it. What do you got for today? I think we touched on a bunch of different topics real quick. My wife has been coaching youth basketball forever. She played in college at Wheeling Jesuit. She watched the end of that game last night, and she was like, how do they not understand time management? They've been in this world for their entire life, and they still don't understand how to manage the clock at the end of a close game. That's all I have to say. Yeah, understand what game you're in. Prepare for that.

35:30 I would say the two things we talked about were paying attention to what other industries are doing and what can you adopt and steal or just learn. You don't have to take anything from them. Just learn from them. What can you learn from Amazon? What can you learn from a gym model? You don't have to do it, but at least pay attention to it. Enjoy your weekend. Get some sun. And we're back on Tuesday. got it yep that's it we're out boys what the hell are you doing follow tony maritano on youtube at total therapy solution find dave kiddle at conciergepainrelief.com and on youtube at the dave kiddle show and follow jimmy mckay at pg podcast on youtube the socials and wherever you binge podcasts you pretend are for ceu And hey, just a reminder, none of this was for advice.

36:16 This was for entertainment only. Our lawyers say that counts. Thanks, Keith.