What PT Clinics Can Learn From Amazon Prime Day

WEBVTT

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The PT Breakfast Club, iMode,

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where morning coffee meets movement

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science.

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That thing does not get old to me,

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the AI.

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We don't have nearly enough AI-generated

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big feet anymore.

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Good morning to you.

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I just saw a Facebook memory from two

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years ago that we were doing this thing.

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It was live June eleventh,

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twenty twenty four, so.

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Well, you know, I am a witch today.

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I had a dream about a past patient

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last night.

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And the patient called this morning to

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schedule.

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Haven't seen this patient for months.

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I also had a thought.

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We don't do the AI animals anymore.

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And there you go.

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You bring it up.

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You've got something.

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I got to make some bets.

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I actually took some notes from Tuesday's

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episode because a lot of times we'll say,

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we'll talk about that later.

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And then we have no idea.

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We don't have a producer.

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And I say I took notes.

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I just went back to the transcript and

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looked at what we talked about.

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Do you remember what we said we were

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going to talk about?

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I don't.

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i'll give you a visual clue because i

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went and got a graphic for it so

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we're going to talk about this which in

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two weeks time is going to be a

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very very big deal for the interwebs uh

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talking about amazon prime day which is

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now prime did it it was oh in

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the beginning it was two days now it's

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three days i actually think it was longer

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the last time they did it i think

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it was four or five days or something

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like that are they ruining this

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i think so but but i think that's

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a natural course you know you if i'm

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looking at wanting to get something on

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prime day i'm not going to buy anything

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for a week or two before and then

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you crush all the sales on those couple

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days but what good is it because you

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lost the sales prior i would never go

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to bad bed bath and beyond if i

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didn't have a twenty percent coupon in the

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mail

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I don't go to Kohl's if I don't

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have a thirty percent coupon like they

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have conditioned us to wait for these

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deals.

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We tried to not do something,

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not ruin something in radio.

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Radio would have specialty weekends,

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right?

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We've got to spice things up, right?

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So a lot of times classic rock radio

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stations would do A to Z weekends.

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Are you familiar with the A to Z

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weekend?

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No, tell me.

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You play a bunch.

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You play a band that begins with an

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A and then a B and then a

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ha-ha-ha.

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Then eventually it's got to get to ZZ

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Top because what else do you got with

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Z or Y or whatever the hell you're

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doing?

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We didn't do that,

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but we did – I realized that we

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had a library of music

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that had so many live and acoustic songs.

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I'm like,

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we have enough songs to do an entire

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weekend where we don't actually have to

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change our music,

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play the same bands and the same songs,

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but do it differently.

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And of course it blows up like the

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first time you do Amazon Prime.

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And then everybody's like,

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when are you going to do that again?

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And everybody's like,

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let's do it every three months.

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And I go, no.

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We wait.

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We wait longer.

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We make it so painful that people want

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this that they have to beg for it.

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And that was me trying not to do

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what I think they've done with Amazon

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Prime or they're getting close to do with

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Amazon Prime.

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Although I still think they're selling

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this illusion of a good deal.

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Like even when you see,

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even when you know they're like,

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I don't know.

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I think logically when I go to Walmart

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and I see the rollback price, I'm like,

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they're still making money.

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probably that price or there's a website

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called are you familiar with camel camel

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camel yeah camel camel camel great website

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and it's all about the humps you go

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to camel camel camel you go to any

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product on amazon and you highlight the

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url and you put it in camel camel

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camel and it'll show you the last six

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months worth of prices so you can see

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what happens before prime day

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Prices go up.

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Why?

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So on Prime Day,

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it's all red with a slash saying forty

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two percent off and you feel good.

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So I don't know.

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So what were your thoughts on Prime Day?

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I went and did some research,

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but I wanted to hear why you wanted

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to talk about this.

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My main thing was for people like us

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to create content for product companies,

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reach out to product companies like this.

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This is a big day for a product

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company selling products on Amazon.

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You've got the massage guns and the

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compression boots and all that stuff.

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It motivates me.

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It's just like working out.

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Like, why are you working out?

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I'm trying to increase my mileage.

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Why am I doing it?

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I don't really have a reason.

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I'm not doing a race.

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I'm not doing anything.

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But people like to have motivation.

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Why, Mr. Therapist,

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do you want to make more content?

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Well, Prime Day is coming up.

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I'm going to record a bunch of product

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videos.

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They're going to make a bunch of

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advertising for it,

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and I'll increase my revenue.

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And just because of that,

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On my Amazon associate account,

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I was averaging maybe eighty,

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ninety clicks a day.

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It shot up to two hundred and seventy

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and then another I think it was like

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two hundred and twenty because I made a

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concerted effort to share affiliate links,

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create product videos and do something

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with a purpose.

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Yeah, I think it's the difference between.

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someone hitting you with a nail and you

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laying on a bed of nails you're spreading

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you're spreading this thing out you're

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saying hey everybody instead of just there

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being good prices all the time look at

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look at this it's all the prices at

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the exact same time this is banana this

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is crazy eddies did you guys have crazy

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eddie or is that just a new york

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city thing it's just in new york but

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i remember being in new york and seeing

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the commercials

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This guy, he was an appliance, you know,

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refrigerators, TVs,

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and he was just bananas.

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I think he was also like a big

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Russian gangster or something.

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Yeah,

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there was like a story behind this where

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he definitely did something shady to be

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able to – people were like,

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you sell TVs for like a hundred dollars.

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And back then TVs were supposed to be,

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you know, eight hundred dollars.

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But instead of just saying it's cheap,

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it's cheap, it's cheap,

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this is saying come look at everything.

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if you were saving up for one thing

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you can get that and there's also twenty

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different things there's stuff you don't

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need like there's impulse items right i

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i'm a sucker for when you buy something

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on amazon it's like well other people

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When they buy this, they also buy this.

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Like you're buying a chair for your deck.

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Do you have a side table?

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Do you have a cushion?

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Do you have an umbrella?

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And you're like, you know,

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I didn't think of that.

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And that's the power of Amazon.

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But isn't that the power of a clinic?

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Like right now we sell,

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you come to us when you need us.

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We'll just, hey guys,

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we don't want to be a bother.

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We'll just stand here with our arms

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crossed and say,

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you come to us whenever you need us.

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And then when people don't think of us

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or don't come, we just say, no problem.

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We'll just still be here.

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Instead of creating a, I don't know,

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return to run week or something like that,

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right?

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Like wouldn't the PT,

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wouldn't the healthcare version of this,

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it might feel salesy because it is,

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but in a good way, reactivate people who,

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I mean, you can put in someone's profile,

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depending on the EMR,

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different keywords and search that way,

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correct?

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If you're creative about it, absolutely.

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You could email everybody who's ever said

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they were there for a running injury or

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wants to be a runner.

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You could just email everybody and say,

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if you've ever thought about running the

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blah, blah, blah, ten K,

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that's six weeks out from today.

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We're doing a week where we're doing these

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running.

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We aren't thinking of those things.

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Or maybe people are,

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and I'm just not seeing it.

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I don't know.

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That brings up a great transition topic.

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I shared a post yesterday, I think,

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of a licensed massage therapy group where

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the person was complaining that LMTs are

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charging less than one hundred and fifty

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dollars a massage for sixty minutes.

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And James, you know, James,

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I think he's in the New York area,

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actually.

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I think he might be Long Island,

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but I'm not sure.

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he brought up a great point and i

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never really brought this discussion up

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this way so he was saying it's very

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different to pay a hundred and fifty for

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a massage once a month compared to a

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hundred and fifty for physical therapy two

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three times a week and people forever have

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said yeah you get your hair done it's

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three hundred dollars yeah but it's once

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every you know six weeks

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Okay.

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I acknowledge that.

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One hundred percent.

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Why then aren't physical therapists saying

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it's three hundred dollars?

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We can do it once every six weeks.

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Right.

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You know, like you go to an LMT,

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you get a massage.

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What is the actual carryover benefit of

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that massage?

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Couple hours.

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Right.

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A couple hours or like I feel kind

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of good for the next until the next

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morning or I'm sort of on that.

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It's a feeling.

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Yeah.

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And there are plenty of therapists who are

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delivering that kind of treatment.

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They make you feel good.

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They relieve the pain.

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Even in the most transient kind of lasting

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effect,

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the physical therapist is still probably

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going to show you something that you then

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have the choice to do or not do

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to try and improve the carryover benefit

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where the LMT isn't doing any of that.

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But like, OK,

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so if the person can only afford one

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three hundred dollar session every two

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months,

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then that's what I'm going to offer.

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I can do one every two months.

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And when it gets bad enough and I

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know plenty of Cairo's who are in this

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world, when it gets bad enough,

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come back and see me.

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You know,

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and this is the rest of your life

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contract until death do us part.

00:09:49.413 --> 00:09:53.197
But we are so obsessed with we know

00:09:53.236 --> 00:09:55.259
that we want to make change in your

00:09:55.298 --> 00:09:55.739
body.

00:09:56.278 --> 00:09:58.421
We know you need to do something every

00:09:58.461 --> 00:09:59.802
day, three times a week,

00:09:59.841 --> 00:10:01.442
whatever the number is.

00:10:02.024 --> 00:10:03.985
We will sacrifice ourselves,

00:10:04.245 --> 00:10:05.846
our longevity, our money,

00:10:06.067 --> 00:10:09.129
our family in order to get you to

00:10:09.188 --> 00:10:10.931
do what we know you need to do,

00:10:11.410 --> 00:10:13.712
as opposed to building a business model

00:10:13.753 --> 00:10:14.592
that, you know,

00:10:14.692 --> 00:10:16.514
supports what the market wants.

00:10:18.395 --> 00:10:19.557
Yeah, we will say,

00:10:19.638 --> 00:10:20.899
but you have to do three times a

00:10:20.938 --> 00:10:21.119
week.

00:10:21.139 --> 00:10:21.960
And the person will say,

00:10:22.780 --> 00:10:24.583
I can't afford it or I don't have

00:10:24.663 --> 00:10:25.083
time.

00:10:25.203 --> 00:10:27.447
Like not having time sounds like a cop

00:10:27.506 --> 00:10:28.028
out, but like.

00:10:29.423 --> 00:10:30.202
I don't know, man,

00:10:30.323 --> 00:10:31.984
like sort of a real thing.

00:10:32.184 --> 00:10:32.465
Right.

00:10:32.544 --> 00:10:35.787
Like or I forget whose whose post I

00:10:35.807 --> 00:10:39.288
was reading the other day said had a

00:10:39.328 --> 00:10:41.690
bad ankle injury when I was non weight

00:10:41.710 --> 00:10:42.029
bearing.

00:10:42.090 --> 00:10:43.390
Going to the PT was vital.

00:10:43.451 --> 00:10:45.152
Like I need they had things there that

00:10:45.192 --> 00:10:47.373
I was doing and it was very painful.

00:10:47.413 --> 00:10:48.253
I wanted to be guided.

00:10:48.533 --> 00:10:49.874
But once I went back to weight bearing

00:10:49.894 --> 00:10:50.975
and they were showing me stuff,

00:10:51.375 --> 00:10:52.456
people are not stupid.

00:10:53.409 --> 00:10:55.292
How many times have you heard, thought,

00:10:55.893 --> 00:10:57.274
I could be doing this at home?

00:10:57.653 --> 00:10:57.894
Right.

00:10:58.235 --> 00:10:58.434
Right?

00:10:59.096 --> 00:11:00.057
So why aren't you?

00:11:00.096 --> 00:11:00.638
And then we'll fight.

00:11:00.658 --> 00:11:01.158
We're like, well,

00:11:01.197 --> 00:11:03.681
you're under the supervision of a doctor,

00:11:03.701 --> 00:11:05.543
a physical, a licensed physical therapist.

00:11:05.562 --> 00:11:05.942
And they're going,

00:11:06.663 --> 00:11:08.044
looks a lot like I'm just lifting my

00:11:08.125 --> 00:11:08.686
heel up.

00:11:09.927 --> 00:11:11.469
Feels like there's nothing special here.

00:11:11.668 --> 00:11:11.948
Right?

00:11:12.750 --> 00:11:15.072
And you can try to have this, like,

00:11:16.188 --> 00:11:18.410
therapeutic theater as much as you want of

00:11:18.530 --> 00:11:20.932
no but here it's special all the while

00:11:20.972 --> 00:11:22.494
trying to enable someone to do it

00:11:22.594 --> 00:11:24.715
elsewhere where there is nothing special

00:11:25.336 --> 00:11:29.499
and I think I think people's objections

00:11:29.839 --> 00:11:33.022
are very valid of time or is this

00:11:33.162 --> 00:11:35.682
actually special here I can hear Tony's

00:11:35.702 --> 00:11:37.245
brain saying great get out of here make

00:11:37.284 --> 00:11:39.206
a room for someone else like I don't

00:11:39.225 --> 00:11:40.746
need you to be I'd rather you not

00:11:40.787 --> 00:11:42.688
be here but be armed with what we

00:11:42.708 --> 00:11:44.850
think you should do and you decide whether

00:11:44.870 --> 00:11:45.610
you do it or not

00:11:46.874 --> 00:11:47.674
And then if it doesn't work,

00:11:47.695 --> 00:11:49.216
you come back.

00:11:49.336 --> 00:11:52.139
And that's where I think you see most

00:11:52.179 --> 00:11:54.923
clinics today full of new patient

00:11:54.942 --> 00:11:55.442
referrals.

00:11:55.562 --> 00:11:57.806
Like nobody is lacking new patients.

00:11:57.826 --> 00:11:58.726
There's a three week,

00:11:58.746 --> 00:12:00.548
six week wait list for new patients.

00:12:01.129 --> 00:12:04.091
You tend to see those clinics, um,

00:12:04.873 --> 00:12:06.854
kind of discharging sooner,

00:12:06.913 --> 00:12:07.953
discharging earlier,

00:12:08.014 --> 00:12:09.615
getting patients out the door quicker.

00:12:09.674 --> 00:12:11.176
And when you look at the way the

00:12:11.216 --> 00:12:12.817
system is set up from a third party

00:12:12.856 --> 00:12:13.397
reimbursement,

00:12:13.437 --> 00:12:14.957
I just talked about this last night in

00:12:14.998 --> 00:12:15.577
the course.

00:12:16.278 --> 00:12:17.639
The example I always give,

00:12:17.918 --> 00:12:20.700
Jimmy and I are two physical therapists,

00:12:21.660 --> 00:12:22.841
alternate universes,

00:12:22.921 --> 00:12:24.142
treating the same patient.

00:12:25.184 --> 00:12:26.865
This guy, his name is John.

00:12:27.046 --> 00:12:29.047
He has Parkinson's, hip pain, back pain,

00:12:29.086 --> 00:12:29.707
knee pain.

00:12:29.788 --> 00:12:31.129
He's seventy two years old,

00:12:31.188 --> 00:12:32.528
falls a couple of times a week,

00:12:32.909 --> 00:12:34.650
lives independently with his spouse.

00:12:35.811 --> 00:12:37.052
He doesn't drive anymore.

00:12:37.131 --> 00:12:38.773
So the wife is bringing him the therapy

00:12:38.812 --> 00:12:40.653
like this is a classic patient that I'll

00:12:40.673 --> 00:12:41.975
get in the clinic, you know,

00:12:41.995 --> 00:12:42.796
a couple of times a month.

00:12:43.817 --> 00:12:45.979
You are an amazing therapist.

00:12:46.038 --> 00:12:47.639
Jimmy has gone through continuing

00:12:47.700 --> 00:12:48.900
education courses.

00:12:48.941 --> 00:12:49.662
He's learned.

00:12:49.701 --> 00:12:50.621
He's invested.

00:12:50.682 --> 00:12:52.344
He's got specialized equipment.

00:12:53.445 --> 00:12:55.466
I am a standard of care therapist.

00:12:56.346 --> 00:12:57.488
I run a busier clinic.

00:12:57.648 --> 00:12:59.769
Jimmy is out solo doing mobile therapy.

00:13:00.791 --> 00:13:02.412
I've got twenty people waiting to get on

00:13:02.432 --> 00:13:03.113
the schedule.

00:13:03.812 --> 00:13:04.653
I see John.

00:13:04.673 --> 00:13:06.615
I'm like, OK, pretty classic.

00:13:06.634 --> 00:13:07.575
You got Parkinson's.

00:13:07.595 --> 00:13:08.535
You got these things.

00:13:08.615 --> 00:13:09.636
What are you struggling with?

00:13:09.657 --> 00:13:10.977
Well, I can't get out of the car.

00:13:11.817 --> 00:13:13.359
Having trouble with car transfers,

00:13:13.399 --> 00:13:14.960
with stairs and with bed mobility.

00:13:15.500 --> 00:13:17.142
I show John three exercises.

00:13:17.701 --> 00:13:18.962
I do three visits.

00:13:19.989 --> 00:13:22.410
I determined that John knows what to do.

00:13:22.630 --> 00:13:24.932
He is capable of doing what needs to

00:13:24.972 --> 00:13:25.513
be done.

00:13:26.053 --> 00:13:27.674
Now John just needs to go do it.

00:13:28.095 --> 00:13:29.196
And John's seventy-two.

00:13:29.296 --> 00:13:31.177
He doesn't need me personal training him.

00:13:31.538 --> 00:13:32.839
He just needs to do it.

00:13:32.859 --> 00:13:34.519
It's going to take weeks or months to

00:13:34.600 --> 00:13:35.640
change the tissue.

00:13:36.041 --> 00:13:37.402
He just needs to do the job.

00:13:37.542 --> 00:13:39.143
I discharged John in three visits.

00:13:39.243 --> 00:13:39.744
You,

00:13:40.144 --> 00:13:41.784
because you're such an amazing therapist,

00:13:42.164 --> 00:13:44.287
you identify all of these deficits.

00:13:44.307 --> 00:13:45.727
You look at all these joint range of

00:13:45.768 --> 00:13:47.649
motion and neuro techniques and you're

00:13:47.668 --> 00:13:48.070
like, oh,

00:13:48.571 --> 00:13:50.442
We've got forty eight visits worth of

00:13:50.523 --> 00:13:50.865
work.

00:13:51.836 --> 00:13:53.918
Here's the thing, you are right.

00:13:54.778 --> 00:13:55.359
I am right.

00:13:55.458 --> 00:13:56.979
We are both professionals, right?

00:13:58.460 --> 00:13:59.841
I'm gonna get a pat on the back

00:14:00.100 --> 00:14:01.421
because Medicare is gonna be like,

00:14:01.480 --> 00:14:03.341
holy crap, Tony is an amazing therapist.

00:14:03.361 --> 00:14:05.102
He discharged John in three visits.

00:14:05.682 --> 00:14:07.923
You are gonna come under scrutiny because

00:14:07.964 --> 00:14:11.144
you are so far over what everyone else

00:14:11.164 --> 00:14:13.125
is doing that they're gonna say, Jimmy,

00:14:13.166 --> 00:14:14.466
I think you're doing something wrong.

00:14:14.506 --> 00:14:16.207
We're gonna do a TPE, targeted,

00:14:16.248 --> 00:14:17.087
probe and educate.

00:14:17.268 --> 00:14:18.869
I wanna see your documentation.

00:14:19.389 --> 00:14:20.809
They're gonna review everything.

00:14:21.649 --> 00:14:24.010
and even if what you did is proper

00:14:24.831 --> 00:14:27.552
you still have the extra burden of going

00:14:27.611 --> 00:14:29.871
through that and if they determine oh you

00:14:30.072 --> 00:14:31.852
you did the bike three times you know

00:14:31.893 --> 00:14:33.352
we got to take some of that back

00:14:33.852 --> 00:14:36.494
now you lose the money i get rewarded

00:14:37.094 --> 00:14:39.335
you come under deeper scrutiny but in the

00:14:39.394 --> 00:14:40.054
real world

00:14:40.634 --> 00:14:42.895
you might have saved John from going to

00:14:42.916 --> 00:14:43.596
a skilled nursing.

00:14:43.635 --> 00:14:45.336
You might have improved the quality of a

00:14:45.417 --> 00:14:47.898
life, improved his self-efficacy.

00:14:48.557 --> 00:14:50.317
I could have had zero impact.

00:14:50.859 --> 00:14:52.658
I'm still going to get rewarded with no

00:14:52.778 --> 00:14:53.119
audits,

00:14:53.419 --> 00:14:54.799
the same reimbursement that you're

00:14:54.840 --> 00:14:55.139
getting.

00:14:55.659 --> 00:14:57.400
I don't have to spend money on continuing

00:14:57.461 --> 00:14:59.282
education or specialized equipment.

00:14:59.961 --> 00:15:01.422
I am in a better place,

00:15:01.562 --> 00:15:03.442
even though I delivered a worse outcome.

00:15:04.644 --> 00:15:06.744
And we have to acknowledge this is what

00:15:06.764 --> 00:15:08.304
the system is rewarding.

00:15:09.169 --> 00:15:10.289
If you don't want to be in that

00:15:10.331 --> 00:15:11.730
system, you don't have to.

00:15:11.990 --> 00:15:12.510
Exactly.

00:15:12.711 --> 00:15:14.172
But complaining about it does nothing.

00:15:14.451 --> 00:15:15.832
Sure.

00:15:15.952 --> 00:15:18.214
I've even stopped poking the bear and

00:15:18.254 --> 00:15:19.813
responding in most Facebook comments.

00:15:19.833 --> 00:15:20.634
I'm like, I'm good.

00:15:21.355 --> 00:15:21.914
Here's the thing.

00:15:21.934 --> 00:15:23.056
You get to a certain age or you

00:15:23.076 --> 00:15:24.196
get to a certain number of reps where

00:15:24.216 --> 00:15:24.456
you're like,

00:15:24.556 --> 00:15:25.817
I already know where this circle is going

00:15:25.836 --> 00:15:26.197
to go,

00:15:26.736 --> 00:15:27.937
and I don't need to go around that

00:15:27.957 --> 00:15:28.977
block.

00:15:29.158 --> 00:15:30.258
I did grab a list, though,

00:15:30.578 --> 00:15:34.500
of things that Amazon Prime or Amazon

00:15:34.539 --> 00:15:36.480
Prime Day does that

00:15:37.768 --> 00:15:41.190
psychologically of why it works of whether

00:15:41.250 --> 00:15:43.191
it's good or not is not this debate

00:15:43.451 --> 00:15:46.552
right we buy stuff everybody i mean i

00:15:46.572 --> 00:15:47.533
think it's safe to say everybody buys

00:15:47.552 --> 00:15:50.554
stuff from amazon at this point um good

00:15:50.575 --> 00:15:52.676
or bad is not the thing uh that

00:15:52.716 --> 00:15:54.096
we can steal but i also want to

00:15:54.136 --> 00:15:56.518
make sure that clinic owners can steal i

00:15:56.618 --> 00:15:58.719
think again i started off by saying it's

00:15:58.839 --> 00:16:01.441
not about cheap it's not about the price

00:16:02.697 --> 00:16:05.139
It's about the event instead of a bed

00:16:05.178 --> 00:16:06.440
of nails and spreading the,

00:16:06.700 --> 00:16:07.721
and spreading the sales out.

00:16:07.740 --> 00:16:08.942
You can buy anything you want three

00:16:08.961 --> 00:16:09.682
o'clock in the morning.

00:16:09.701 --> 00:16:10.342
You need a, you know,

00:16:10.363 --> 00:16:11.183
you need a backhoe.

00:16:11.303 --> 00:16:12.043
I got news for you.

00:16:12.104 --> 00:16:13.284
You can buy one on Amazon,

00:16:13.605 --> 00:16:14.986
but why is Amazon prime?

00:16:15.726 --> 00:16:16.967
We do exactly the same thing,

00:16:16.988 --> 00:16:17.568
or at least I do.

00:16:17.908 --> 00:16:19.529
I load up my cart with everything I'm

00:16:19.549 --> 00:16:20.211
looking to get.

00:16:20.750 --> 00:16:21.510
And then on Prime Day,

00:16:21.530 --> 00:16:22.551
I sort of take a peek and I'm

00:16:22.571 --> 00:16:22.730
like,

00:16:23.611 --> 00:16:24.672
how good are you going to make it?

00:16:25.152 --> 00:16:26.711
But Tony's point is this,

00:16:27.231 --> 00:16:29.513
is that I wasn't buying it for three

00:16:29.533 --> 00:16:31.153
weeks before and now I am.

00:16:31.192 --> 00:16:32.474
So it looks like Prime Day is a

00:16:32.514 --> 00:16:33.193
success.

00:16:33.573 --> 00:16:35.234
And yet no one looks at the three

00:16:35.254 --> 00:16:37.195
weeks or six weeks before and goes,

00:16:37.215 --> 00:16:38.274
it was a dip in sales.

00:16:38.615 --> 00:16:39.575
I was preparing for it.

00:16:39.835 --> 00:16:40.054
Now,

00:16:40.394 --> 00:16:43.076
the thing that you get with a Prime

00:16:43.096 --> 00:16:46.996
Day is you get people talking about it.

00:16:47.777 --> 00:16:49.477
Hey, did you see the bubble?

00:16:49.557 --> 00:16:50.259
You get people now.

00:16:50.318 --> 00:16:51.559
It's an event and they're talking about.

00:16:51.600 --> 00:16:53.041
So number one, it's named.

00:16:53.400 --> 00:16:54.241
We've got a name.

00:16:54.282 --> 00:16:54.883
Prime Day.

00:16:55.163 --> 00:16:56.024
We're using it.

00:16:56.224 --> 00:16:57.664
I know it's dumb, but Tony,

00:16:57.705 --> 00:16:59.446
my one rule is it's got to have

00:16:59.485 --> 00:17:00.047
a name.

00:17:00.346 --> 00:17:01.248
If it doesn't have a name,

00:17:01.408 --> 00:17:02.048
I can't tell you.

00:17:02.288 --> 00:17:03.649
You know that thing with the things why

00:17:03.688 --> 00:17:04.529
movies have names.

00:17:04.569 --> 00:17:05.270
Did you see the movie?

00:17:05.330 --> 00:17:05.810
Which one?

00:17:05.951 --> 00:17:06.491
This movie?

00:17:06.951 --> 00:17:08.192
Not, you know.

00:17:08.212 --> 00:17:08.472
All right.

00:17:08.512 --> 00:17:09.314
So the second one,

00:17:10.355 --> 00:17:11.715
I think we've talked about this before.

00:17:12.866 --> 00:17:14.448
and it sounds like we're oversimplifying,

00:17:15.188 --> 00:17:17.048
how many clicks do you think it takes

00:17:17.469 --> 00:17:18.809
when you find your item and you're on

00:17:18.829 --> 00:17:19.509
your product page,

00:17:19.911 --> 00:17:22.412
how many clicks it takes to actually make

00:17:22.432 --> 00:17:26.693
that transaction happen on Amazon versus

00:17:27.554 --> 00:17:28.875
booking time to see your physical

00:17:28.914 --> 00:17:31.395
therapist or your MD or anything?

00:17:32.037 --> 00:17:33.518
I will bet the answer is not the

00:17:33.557 --> 00:17:33.837
same.

00:17:34.998 --> 00:17:36.159
The buy now button

00:17:36.969 --> 00:17:37.128
Right.

00:17:37.169 --> 00:17:38.631
Of course, you've got to log in.

00:17:38.651 --> 00:17:40.732
And but I mean, I'm already logged in.

00:17:40.853 --> 00:17:41.534
Everybody is.

00:17:41.574 --> 00:17:42.253
Yeah, I did.

00:17:42.374 --> 00:17:43.414
I want you to go to a different

00:17:43.434 --> 00:17:43.736
device.

00:17:44.076 --> 00:17:46.258
But Amazon makes action easy.

00:17:46.858 --> 00:17:48.661
It's the path is

00:17:49.727 --> 00:17:50.768
not low resistance.

00:17:50.807 --> 00:17:52.648
It's almost no, they'll take your money.

00:17:53.128 --> 00:17:55.651
And we resist, resist, resist.

00:17:55.711 --> 00:17:57.451
We want a call,

00:17:57.692 --> 00:17:59.272
not a click in twenty twenty six,

00:17:59.292 --> 00:18:00.574
which baffles me still.

00:18:00.814 --> 00:18:01.914
But we're special.

00:18:02.556 --> 00:18:02.935
Fine.

00:18:03.736 --> 00:18:04.797
Fill out this form.

00:18:05.257 --> 00:18:06.438
Still can't figure that out.

00:18:07.098 --> 00:18:08.239
Maybe we have openings.

00:18:08.740 --> 00:18:10.520
I will fucking find something for you.

00:18:10.580 --> 00:18:11.401
So I've dropped an F-bomb.

00:18:11.721 --> 00:18:14.303
If you want to spend two thousand dollars

00:18:14.323 --> 00:18:15.723
on a night at the Plaza Hotel,

00:18:15.903 --> 00:18:16.984
they'll find something for you.

00:18:17.365 --> 00:18:18.806
Trust me, they'll find something for you.

00:18:19.047 --> 00:18:19.426
So I think,

00:18:20.228 --> 00:18:22.509
book something needs to be in two clicks

00:18:22.529 --> 00:18:24.172
or less because Amazon's already got one.

00:18:24.892 --> 00:18:26.513
And then I've got two more.

00:18:26.953 --> 00:18:29.737
One is, and it's for a different reason.

00:18:30.178 --> 00:18:33.461
Tony does this.

00:18:33.520 --> 00:18:34.642
Or maybe you do do it for this

00:18:34.682 --> 00:18:35.002
reason.

00:18:35.702 --> 00:18:37.005
The membership mindset.

00:18:37.045 --> 00:18:37.545
What do you charge?

00:18:37.585 --> 00:18:38.506
A hundred bucks a month?

00:18:38.787 --> 00:18:39.426
Yeah.

00:18:39.586 --> 00:18:41.128
I also like a hundred dollars a month.

00:18:41.269 --> 00:18:41.809
Here's why.

00:18:43.362 --> 00:18:47.365
It just feels like it's one paper money.

00:18:47.424 --> 00:18:49.686
It's this big paper money a month.

00:18:49.727 --> 00:18:50.968
It's a hundred dollars a month.

00:18:51.548 --> 00:18:52.888
I can easily do the math.

00:18:53.630 --> 00:18:54.891
I'm not a math guy.

00:18:55.131 --> 00:18:56.432
Twelve hundred bucks a year and I can

00:18:56.471 --> 00:18:57.813
do this whenever I want.

00:18:58.553 --> 00:18:59.854
I'd love for you to run your numbers

00:18:59.874 --> 00:19:01.394
and how often those people actually come

00:19:01.455 --> 00:19:01.556
in.

00:19:01.836 --> 00:19:03.477
I'd love to see the distribution there

00:19:03.676 --> 00:19:04.897
because it's not as much as everybody

00:19:04.938 --> 00:19:05.218
thinks.

00:19:05.659 --> 00:19:08.881
But I think Prime is a membership model.

00:19:08.941 --> 00:19:10.021
It's I belong here.

00:19:11.174 --> 00:19:12.256
Because I have membership,

00:19:12.296 --> 00:19:14.497
I sort of feel like if I don't

00:19:14.717 --> 00:19:16.597
use it, I'm abusing this thing, right?

00:19:16.617 --> 00:19:19.799
If I don't use my American Express card,

00:19:19.861 --> 00:19:21.280
why do I pay the fee to get

00:19:21.320 --> 00:19:22.842
the points to come out ahead?

00:19:23.323 --> 00:19:24.983
So it's a membership model,

00:19:25.284 --> 00:19:27.965
and people like us do things like this.

00:19:28.026 --> 00:19:29.906
So I don't know that a lot of

00:19:29.926 --> 00:19:32.588
clinics are doing a membership model.

00:19:32.608 --> 00:19:34.009
I would venture to guess not many.

00:19:34.029 --> 00:19:36.290
Go ahead.

00:19:37.338 --> 00:19:39.700
the reason why i'm gonna send you a

00:19:40.059 --> 00:19:44.060
photo in the chat because uh i've got

00:19:44.221 --> 00:19:47.622
releases on all of these people so um

00:19:47.721 --> 00:19:50.662
i just sent it now i understand why

00:19:50.741 --> 00:19:53.623
most don't most look at this and they

00:19:53.682 --> 00:19:56.423
say the juice isn't worth the squeeze my

00:19:56.463 --> 00:19:58.443
therapist don't want to do it and look

00:19:58.604 --> 00:20:00.585
i've been there for twenty five years

00:20:01.125 --> 00:20:03.224
right now because i'm down to one clinic

00:20:03.305 --> 00:20:04.925
and it's myself and my assistant

00:20:05.605 --> 00:20:08.748
We're both of the personality that we're

00:20:08.768 --> 00:20:10.788
happy to have individuals in the clinic.

00:20:10.828 --> 00:20:12.189
We're happy, you know,

00:20:12.528 --> 00:20:13.609
I told you I had a dream.

00:20:14.289 --> 00:20:15.090
Okay, so real quick.

00:20:16.016 --> 00:20:17.057
What you guys are looking at,

00:20:17.076 --> 00:20:18.637
for those of you watching the video,

00:20:19.337 --> 00:20:21.420
standing in the Superman pose by the

00:20:21.440 --> 00:20:21.799
window,

00:20:21.880 --> 00:20:23.682
that is my physical therapist assistant,

00:20:23.721 --> 00:20:24.221
Jeremy.

00:20:24.781 --> 00:20:27.144
The people starting closest to the camera

00:20:27.183 --> 00:20:28.105
in the yellow shirt,

00:20:28.964 --> 00:20:30.926
that is my physical therapy patient.

00:20:31.487 --> 00:20:34.088
Then we have an independent, independent,

00:20:34.288 --> 00:20:34.950
independent,

00:20:35.069 --> 00:20:36.990
and then another physical therapy patient.

00:20:37.671 --> 00:20:39.553
This is the community, you know?

00:20:39.613 --> 00:20:41.273
And so we're still one-to-one.

00:20:41.913 --> 00:20:43.736
We're one-to-one in a group, right?

00:20:45.200 --> 00:20:46.320
This is the pub,

00:20:46.681 --> 00:20:49.821
the modern version of the pub where their

00:20:49.862 --> 00:20:51.642
neighbors, they go to church together.

00:20:51.721 --> 00:20:53.303
Some of them are husband and wife.

00:20:54.022 --> 00:20:56.364
They're coming in for the socialization

00:20:56.483 --> 00:20:58.483
more than they're coming in for any of

00:20:58.523 --> 00:20:59.625
the exercise.

00:21:00.244 --> 00:21:01.184
And they've been coming,

00:21:01.984 --> 00:21:03.506
the guy in the machine in the middle,

00:21:03.645 --> 00:21:05.645
he's been coming for like, fifteen years.

00:21:06.307 --> 00:21:06.987
Actually longer.

00:21:07.047 --> 00:21:08.487
He was a patient before my

00:21:08.987 --> 00:21:10.347
seventeen-year-old was born.

00:21:11.365 --> 00:21:13.507
So these are people that have grown up

00:21:13.547 --> 00:21:14.106
with us.

00:21:14.166 --> 00:21:16.989
You see this in fitness communities like

00:21:17.269 --> 00:21:18.550
CrossFit and things like that.

00:21:19.711 --> 00:21:21.613
They go to funerals when somebody passes

00:21:21.653 --> 00:21:22.053
away.

00:21:22.794 --> 00:21:25.836
They're part of everything we do.

00:21:26.135 --> 00:21:27.738
This is why I come to work every

00:21:27.778 --> 00:21:27.998
day.

00:21:28.538 --> 00:21:29.798
Not because I want to be a great

00:21:29.838 --> 00:21:30.339
therapist,

00:21:30.380 --> 00:21:33.382
because this family is relying on me and

00:21:33.442 --> 00:21:34.522
expecting me to be there.

00:21:35.083 --> 00:21:38.405
And it's reciprocated in I'm expecting

00:21:38.445 --> 00:21:39.105
them to be there.

00:21:41.292 --> 00:21:41.532
Um, shoot,

00:21:41.553 --> 00:21:43.153
I was saying something before that popped

00:21:43.233 --> 00:21:44.394
up and I totally forgot it,

00:21:45.095 --> 00:21:45.494
but go ahead.

00:21:45.555 --> 00:21:46.256
What are your thoughts?

00:21:46.675 --> 00:21:50.498
Uh, well, uh, now, now it's,

00:21:50.617 --> 00:21:51.259
it's a group.

00:21:51.398 --> 00:21:52.779
Now it's a membership.

00:21:52.940 --> 00:21:54.901
Now Dana is saying like Costco,

00:21:55.461 --> 00:21:57.281
there's a reason all of us do this.

00:21:57.323 --> 00:21:58.002
And actually I have a,

00:21:58.363 --> 00:22:01.184
somebody got me a BJ's membership was a

00:22:01.224 --> 00:22:03.326
beach is BJ's Walmart or something like

00:22:03.346 --> 00:22:03.425
that.

00:22:03.445 --> 00:22:04.446
That's the Walmart arm.

00:22:05.228 --> 00:22:05.607
No,

00:22:05.667 --> 00:22:07.648
BJ's is totally different than Costco and

00:22:07.689 --> 00:22:07.868
Walmart.

00:22:07.909 --> 00:22:08.808
It was just the closest one.

00:22:08.848 --> 00:22:09.828
Sam's Club is Walmart.

00:22:10.189 --> 00:22:11.128
Sam's Club is Walmart, right, right.

00:22:11.449 --> 00:22:13.569
But now that I've started going to BJ's,

00:22:13.890 --> 00:22:15.309
all I see now are articles coming up

00:22:15.329 --> 00:22:16.910
about Costco and how it's this and this

00:22:16.930 --> 00:22:17.990
and this and this and this and this,

00:22:18.111 --> 00:22:19.050
better than things you don't know.

00:22:19.351 --> 00:22:20.451
But Dana's right,

00:22:20.490 --> 00:22:23.632
which is it's a big warehouse,

00:22:23.731 --> 00:22:27.585
but there's something different on the –

00:22:26.471 --> 00:22:26.832
and, of course,

00:22:26.852 --> 00:22:28.873
I always keep this graphic handy – on

00:22:28.913 --> 00:22:31.726
the psychological –

00:22:32.865 --> 00:22:34.286
Maslow's hierarchy of needs.

00:22:34.306 --> 00:22:35.126
There's belonging.

00:22:35.146 --> 00:22:36.126
There's understanding.

00:22:36.146 --> 00:22:37.268
There's badge value.

00:22:37.307 --> 00:22:39.930
There's understanding that people like us

00:22:40.609 --> 00:22:41.570
do things like this.

00:22:43.231 --> 00:22:44.893
There was a great post that you had

00:22:44.932 --> 00:22:45.252
shared,

00:22:45.313 --> 00:22:46.973
and I can't remember who the author was.

00:22:47.013 --> 00:22:47.753
It was a video.

00:22:48.214 --> 00:22:49.715
But do you remember sharing the,

00:22:49.796 --> 00:22:51.557
if I started a gym tomorrow,

00:22:52.076 --> 00:22:53.397
here are the things I'd have in it?

00:22:53.698 --> 00:22:54.939
And the first one was,

00:22:55.338 --> 00:22:57.619
there would be a co-working space,

00:22:58.161 --> 00:22:59.842
almost like an internal WeWork space.

00:23:00.281 --> 00:23:03.202
The idea there is if you're creating a

00:23:03.262 --> 00:23:05.083
gym and you create that, you say, hey,

00:23:05.103 --> 00:23:06.522
this is our co-working space.

00:23:06.583 --> 00:23:08.084
There's a bunch of little cubbies and you

00:23:08.144 --> 00:23:10.703
get this and it's got Wi-Fi and it's

00:23:10.723 --> 00:23:11.384
got free coffee.

00:23:11.403 --> 00:23:13.285
You're like, huh, it's a third place.

00:23:14.065 --> 00:23:15.184
I'm already paying for it.

00:23:15.964 --> 00:23:18.965
There is an exchange of money for use,

00:23:19.346 --> 00:23:20.226
but it's not a per.

00:23:20.365 --> 00:23:21.586
I'm sure there's some up charges,

00:23:21.986 --> 00:23:24.106
but it was a co-working space.

00:23:24.326 --> 00:23:25.666
It was obviously working out.

00:23:25.767 --> 00:23:27.508
There was fitness facilities.

00:23:27.528 --> 00:23:28.988
But then on top of that, they said,

00:23:30.048 --> 00:23:31.769
Um, enhancements,

00:23:31.930 --> 00:23:34.592
things like cold plunges, infrared saunas,

00:23:35.073 --> 00:23:37.153
hyper ice compressions, you know, uh,

00:23:37.233 --> 00:23:38.394
station, things like that.

00:23:38.875 --> 00:23:42.258
And then the third was socialization.

00:23:42.337 --> 00:23:43.739
And they went so far in the video

00:23:43.759 --> 00:23:45.400
to say, not a bar,

00:23:46.059 --> 00:23:48.041
but like juice bar.

00:23:49.400 --> 00:23:50.361
you know, place to eat,

00:23:50.401 --> 00:23:51.241
like solve my problems.

00:23:51.301 --> 00:23:51.982
I got to work.

00:23:52.222 --> 00:23:53.483
I want to work out or I want

00:23:53.503 --> 00:23:54.045
that opportunity.

00:23:54.065 --> 00:23:54.786
I'm going to have to go somewhere

00:23:54.806 --> 00:23:55.086
anywhere.

00:23:55.165 --> 00:23:56.126
Don't, don't go, don't go.

00:23:56.507 --> 00:23:57.528
And I'm going to have to eat.

00:23:57.808 --> 00:23:58.348
And then they, they,

00:23:58.529 --> 00:23:59.530
they put all three together.

00:23:59.550 --> 00:24:00.070
They go, well,

00:24:00.090 --> 00:24:01.092
if you have a business meeting,

00:24:01.112 --> 00:24:02.413
you can invite someone there for,

00:24:02.894 --> 00:24:03.474
for lunch.

00:24:03.494 --> 00:24:03.855
And now you,

00:24:03.994 --> 00:24:05.777
you solve two problems and not just one.

00:24:06.156 --> 00:24:07.358
And there's a status thing.

00:24:08.527 --> 00:24:10.669
This feels like that Gold's Gym example

00:24:10.689 --> 00:24:13.230
that I shared with you minus the

00:24:13.269 --> 00:24:13.851
co-working.

00:24:14.590 --> 00:24:16.492
It really was heavy on just the gym,

00:24:17.173 --> 00:24:19.154
but I think someone's missing out.

00:24:19.194 --> 00:24:20.335
I wonder if Equinox,

00:24:20.415 --> 00:24:22.616
why Equinox hasn't pulled the trigger on

00:24:23.438 --> 00:24:28.141
Equinox plus WeWork plus, I don't know,

00:24:29.201 --> 00:24:30.623
a great juice bar or a great,

00:24:30.643 --> 00:24:32.003
really healthy alternative for food.

00:24:32.914 --> 00:24:35.195
You know, the other day, Dana's here,

00:24:35.757 --> 00:24:39.838
we were talking about the move away from

00:24:40.318 --> 00:24:43.141
fee for service to move toward, okay,

00:24:43.161 --> 00:24:44.622
we're going to put the local hospital in

00:24:44.662 --> 00:24:45.182
charge.

00:24:45.643 --> 00:24:47.943
If the cost of a total knee replacement

00:24:47.983 --> 00:24:49.204
is higher than this number,

00:24:49.265 --> 00:24:51.346
the hospital is going to effectively earn

00:24:51.425 --> 00:24:51.806
less,

00:24:53.307 --> 00:24:56.048
looking for local leadership to distribute

00:24:56.548 --> 00:24:57.609
and reduce costs.

00:24:58.971 --> 00:25:01.374
what's gonna be what keeps that person in

00:25:01.433 --> 00:25:05.416
our ecosystem, it's gonna be, look,

00:25:05.557 --> 00:25:07.759
the docs, the hospitals,

00:25:07.878 --> 00:25:09.859
they're gonna try to keep these patients

00:25:09.940 --> 00:25:10.941
in their network,

00:25:11.441 --> 00:25:14.303
but when their network isn't offering the

00:25:14.363 --> 00:25:15.223
socialization,

00:25:15.284 --> 00:25:17.105
when their network doesn't have the

00:25:17.144 --> 00:25:17.705
therapist,

00:25:18.185 --> 00:25:20.307
that the patient genuinely wants to come

00:25:20.387 --> 00:25:20.807
see,

00:25:21.127 --> 00:25:22.730
hang out in the space that feels

00:25:22.789 --> 00:25:23.509
comfortable.

00:25:24.250 --> 00:25:26.452
They can stick around for a couple extra,

00:25:26.593 --> 00:25:26.853
you know,

00:25:26.893 --> 00:25:28.814
twenty minutes and talk and see their

00:25:28.854 --> 00:25:29.275
friends.

00:25:29.335 --> 00:25:33.198
And that's the differentiating factor.

00:25:33.377 --> 00:25:35.078
And I would say that has the self-pay

00:25:35.118 --> 00:25:36.440
value, you know,

00:25:36.480 --> 00:25:39.403
because the hospital-based therapist or

00:25:39.462 --> 00:25:41.403
private practice is connected with the

00:25:41.443 --> 00:25:43.326
hospital because that's where it's going.

00:25:45.005 --> 00:25:47.145
They're not going to deliver that kind of

00:25:47.205 --> 00:25:47.987
experience.

00:25:48.987 --> 00:25:52.368
My people come here years and years and

00:25:52.388 --> 00:25:55.191
years because they know that we know them,

00:25:55.230 --> 00:25:57.152
we know their kids, we know their dogs,

00:25:57.172 --> 00:25:59.313
we know their family and friends and

00:25:59.413 --> 00:26:00.594
everything about it.

00:26:02.275 --> 00:26:03.756
That's that personal touch,

00:26:04.135 --> 00:26:06.057
which is not gonna be replaced by AI.

00:26:06.567 --> 00:26:08.188
Right, correct.

00:26:08.288 --> 00:26:10.269
Paul's saying Lifetime Fitness is doing

00:26:10.308 --> 00:26:10.729
this model.

00:26:10.949 --> 00:26:12.250
I was unaware, to be honest.

00:26:12.269 --> 00:26:12.589
I mean,

00:26:12.609 --> 00:26:13.930
I never look at a Lifetime Fitness.

00:26:13.950 --> 00:26:15.990
It's just not my style, right?

00:26:16.211 --> 00:26:17.392
I build it in my basement,

00:26:17.432 --> 00:26:17.991
but he's right.

00:26:18.031 --> 00:26:20.053
And just at cursory glancing,

00:26:20.073 --> 00:26:21.733
it looks like they have co-working space.

00:26:22.094 --> 00:26:23.255
They obviously have the gym.

00:26:24.567 --> 00:26:26.588
These are not everywhere, though.

00:26:26.689 --> 00:26:27.528
These are like, I mean,

00:26:27.588 --> 00:26:28.670
I looked for the closest one to me.

00:26:28.690 --> 00:26:29.650
It's in Chappaqua,

00:26:29.670 --> 00:26:31.210
which is like where the Clintons live and

00:26:31.250 --> 00:26:33.070
where Roger Goodell lives.

00:26:33.590 --> 00:26:35.112
And he's saying, OK, well,

00:26:35.152 --> 00:26:37.413
now I've got you socializing here.

00:26:38.053 --> 00:26:39.413
How do I get you to live closer?

00:26:40.114 --> 00:26:40.534
Apparently,

00:26:40.554 --> 00:26:41.834
Lifetime Fitness started building and

00:26:41.874 --> 00:26:44.315
renting apartments next to the gym.

00:26:44.494 --> 00:26:45.476
What game are we in?

00:26:45.895 --> 00:26:47.876
We're in the status game.

00:26:48.797 --> 00:26:50.097
What is an apartment cost?

00:26:50.438 --> 00:26:51.878
What is the average apartment in this in

00:26:51.959 --> 00:26:52.699
Chappaqua?

00:26:52.798 --> 00:26:53.680
I don't even want to look,

00:26:54.420 --> 00:26:55.520
but not a little bit of money.

00:26:55.980 --> 00:26:57.843
And they're saying we can get you from

00:26:57.942 --> 00:26:59.423
waking up to going to sleep.

00:26:59.903 --> 00:27:00.344
Sounds good.

00:27:00.903 --> 00:27:03.945
I saw that article where like the Lifetime

00:27:03.986 --> 00:27:06.508
has apartments and stuff to rent.

00:27:06.548 --> 00:27:10.230
And you you can charge as a landlord

00:27:10.430 --> 00:27:12.811
a premium for that apartment, you know,

00:27:12.892 --> 00:27:15.012
versus just building a straight apartment

00:27:15.032 --> 00:27:16.513
building with a fitness center in it.

00:27:16.814 --> 00:27:16.933
Right.

00:27:18.345 --> 00:27:19.066
What's Dana saying?

00:27:19.727 --> 00:27:20.907
And the patient drives the episode of

00:27:20.928 --> 00:27:21.588
care.

00:27:21.628 --> 00:27:21.808
Right.

00:27:21.828 --> 00:27:23.391
She's agreeing with you.

00:27:23.471 --> 00:27:23.691
Yeah.

00:27:24.932 --> 00:27:26.794
So if you don't have it,

00:27:27.055 --> 00:27:28.836
like whatever you want to talk about,

00:27:28.916 --> 00:27:30.218
but we had said we were going to

00:27:30.238 --> 00:27:32.019
come back to the fifty year old new

00:27:32.059 --> 00:27:33.321
grad physical therapist.

00:27:33.721 --> 00:27:34.262
Oh, yeah.

00:27:34.343 --> 00:27:34.843
This one,

00:27:34.942 --> 00:27:36.644
Dave and I still can't wrap our heads

00:27:36.684 --> 00:27:37.125
around it.

00:27:37.165 --> 00:27:37.926
So sum it up.

00:27:37.967 --> 00:27:39.407
Just re-rack it for people.

00:27:41.519 --> 00:27:43.000
Sometimes the craziest ideas are the ones

00:27:43.019 --> 00:27:44.279
that work and the ones that resist.

00:27:44.339 --> 00:27:45.661
But right now I'm going, really?

00:27:45.681 --> 00:27:46.121
I don't I don't know.

00:27:47.281 --> 00:27:48.423
But keep going.

00:27:48.442 --> 00:27:50.703
I just go back to when I look

00:27:50.763 --> 00:27:53.424
at the ideal physical therapy candidate,

00:27:54.085 --> 00:27:56.567
we're busting at the seams like we're for

00:27:56.606 --> 00:27:58.207
the first time in a decade.

00:27:58.247 --> 00:27:59.208
I'm like, oh, man,

00:27:59.307 --> 00:28:01.509
I like every single day I'm on the

00:28:01.548 --> 00:28:03.269
treadmill running between patients and

00:28:03.289 --> 00:28:05.691
I've got so many patients to get on

00:28:05.711 --> 00:28:06.392
the schedule.

00:28:07.692 --> 00:28:09.712
I won't even consider hiring another

00:28:09.752 --> 00:28:12.013
therapist, like zero consideration.

00:28:12.154 --> 00:28:14.056
I will do everything else in my power

00:28:14.096 --> 00:28:16.116
before I consider bringing on new staff.

00:28:16.993 --> 00:28:17.555
But why?

00:28:17.795 --> 00:28:19.557
Why am I so resistant to it?

00:28:19.836 --> 00:28:22.900
Largely because I don't feel like I want

00:28:22.920 --> 00:28:24.362
to go through the hassle of finding

00:28:24.402 --> 00:28:25.643
someone that fits the culture.

00:28:26.364 --> 00:28:27.305
I'm happily married,

00:28:27.865 --> 00:28:29.926
but I can imagine being a fifty one.

00:28:29.946 --> 00:28:30.528
I'm fifty one.

00:28:30.708 --> 00:28:32.809
Fifty one year old divorcee and being

00:28:32.829 --> 00:28:33.490
like, no,

00:28:33.590 --> 00:28:35.333
I don't want to go through the hassle

00:28:35.353 --> 00:28:37.595
of finding somebody that I can partner

00:28:37.634 --> 00:28:38.115
with again.

00:28:38.415 --> 00:28:39.757
It's just one of those things.

00:28:40.597 --> 00:28:42.300
So I think about the psychology of it,

00:28:42.340 --> 00:28:43.201
I think about all this stuff,

00:28:43.241 --> 00:28:43.603
and I'm like,

00:28:43.942 --> 00:28:45.685
who would be the perfect candidate to walk

00:28:45.705 --> 00:28:46.086
in the door?

00:28:46.747 --> 00:28:49.270
The perfect candidate would be a person,

00:28:49.791 --> 00:28:50.992
I don't care male or female,

00:28:51.733 --> 00:28:53.436
in their fifties, sixties,

00:28:53.998 --> 00:28:56.040
who has never been a physical therapist

00:28:56.060 --> 00:28:56.401
before.

00:28:57.102 --> 00:28:58.763
They had a successful career.

00:28:59.025 --> 00:29:00.425
They raised a family.

00:29:00.626 --> 00:29:02.189
They've done all of the things.

00:29:02.209 --> 00:29:03.711
They're not worried about money.

00:29:03.730 --> 00:29:04.912
They've got money in the bank.

00:29:04.932 --> 00:29:06.114
They've got their investments.

00:29:06.433 --> 00:29:07.434
They've done everything.

00:29:07.855 --> 00:29:08.616
They're smart.

00:29:08.856 --> 00:29:10.398
They're looking for a challenge.

00:29:10.439 --> 00:29:12.060
They've always wanted to help people.

00:29:12.442 --> 00:29:12.862
And they're like,

00:29:13.042 --> 00:29:13.983
what else am I going to do?

00:29:14.023 --> 00:29:14.944
My kids are in school.

00:29:16.586 --> 00:29:19.107
I don't really have a purpose at the

00:29:19.167 --> 00:29:19.567
moment.

00:29:20.208 --> 00:29:21.429
I'm going to go become a physical

00:29:21.469 --> 00:29:21.828
therapist.

00:29:21.888 --> 00:29:23.730
I've always been interested in fitness and

00:29:23.769 --> 00:29:25.590
activity and healthy lifestyles.

00:29:26.171 --> 00:29:27.010
They go back to school.

00:29:27.030 --> 00:29:28.511
They probably already have a bachelor's

00:29:28.652 --> 00:29:29.211
anyway.

00:29:29.833 --> 00:29:30.992
They go back to school.

00:29:31.232 --> 00:29:33.273
They become a licensed physical therapist.

00:29:33.294 --> 00:29:36.415
They're coming in with all of the benefits

00:29:36.455 --> 00:29:39.176
of experience, wealth, success.

00:29:40.270 --> 00:29:42.632
and a fresh motivation at the age of

00:29:42.692 --> 00:29:46.513
fifty plus to genuinely connect and vibe

00:29:46.534 --> 00:29:49.315
with people as opposed to the young person

00:29:49.355 --> 00:29:51.155
which nothing against the young therapist

00:29:51.175 --> 00:29:54.057
but for my community you saw the picture

00:29:55.396 --> 00:29:57.857
when you put a twenty two year old

00:29:58.419 --> 00:29:59.959
in front of an eighty two year old

00:30:00.078 --> 00:30:01.960
i don't care how good and smart you

00:30:02.119 --> 00:30:04.740
are you're fighting an uphill battle to be

00:30:04.800 --> 00:30:06.402
like i can relate at the age of

00:30:06.461 --> 00:30:08.282
twenty two to your aches and pains at

00:30:08.343 --> 00:30:08.742
eighty two

00:30:09.957 --> 00:30:11.597
If I come in in my fifties,

00:30:12.058 --> 00:30:13.539
I can relate instantly.

00:30:13.940 --> 00:30:14.559
Go Knicks.

00:30:15.361 --> 00:30:17.442
That was a crazy ending to that game

00:30:17.461 --> 00:30:18.001
last night.

00:30:18.041 --> 00:30:19.363
That was ridiculous.

00:30:19.983 --> 00:30:21.305
But anyway, so I'm like,

00:30:21.765 --> 00:30:23.405
this is the perfect pool.

00:30:23.546 --> 00:30:24.967
This is the perfect population.

00:30:24.987 --> 00:30:27.167
Plus, again, we look at AI,

00:30:27.208 --> 00:30:28.868
we look at changes in employment,

00:30:28.909 --> 00:30:29.150
you know,

00:30:29.190 --> 00:30:30.430
we look at all of these things.

00:30:30.490 --> 00:30:30.871
I'm like...

00:30:31.431 --> 00:30:32.451
go back to school,

00:30:32.751 --> 00:30:34.393
make a fast track if you really want

00:30:34.413 --> 00:30:35.913
to get serious about this,

00:30:36.433 --> 00:30:39.875
let them get through the DPT program in

00:30:39.935 --> 00:30:41.717
two years instead of three years,

00:30:43.557 --> 00:30:45.439
and bring them into the workforce.

00:30:45.999 --> 00:30:47.700
This would be phenomenal for the

00:30:47.740 --> 00:30:48.240
profession.

00:30:49.580 --> 00:30:50.382
I don't disagree.

00:30:51.382 --> 00:30:52.063
My question is,

00:30:52.143 --> 00:30:53.324
are there going to be enough of them

00:30:53.364 --> 00:30:53.983
that will take

00:30:56.068 --> 00:30:58.789
That financial bite of the apple so late

00:30:59.049 --> 00:30:59.470
to say,

00:30:59.849 --> 00:31:01.131
when am I going to break even on

00:31:01.171 --> 00:31:02.010
this?

00:31:02.250 --> 00:31:02.510
Look,

00:31:02.550 --> 00:31:05.031
we have we have twenty somethings doing it

00:31:05.132 --> 00:31:07.272
who want to have babies in five years.

00:31:07.313 --> 00:31:07.492
Right.

00:31:07.532 --> 00:31:07.813
Yeah.

00:31:07.873 --> 00:31:08.133
Right.

00:31:08.673 --> 00:31:11.273
Like if I'm in my fifties,

00:31:11.334 --> 00:31:13.595
especially if I'm somebody in this

00:31:13.634 --> 00:31:14.315
category,

00:31:14.795 --> 00:31:16.836
I'm expecting to live and be active into

00:31:16.895 --> 00:31:17.516
my eighties.

00:31:17.816 --> 00:31:19.056
If you're if you're a school,

00:31:19.076 --> 00:31:21.037
you're like this is what it will cost

00:31:21.076 --> 00:31:22.576
if you paid over ten years or if

00:31:22.657 --> 00:31:23.377
you if you pay

00:31:24.537 --> 00:31:25.498
If you put it down payment,

00:31:26.459 --> 00:31:27.259
it'll be faster.

00:31:28.019 --> 00:31:28.579
Yeah, I mean,

00:31:28.820 --> 00:31:30.221
I like outside the box ideas.

00:31:30.241 --> 00:31:31.363
This is definitely one of them.

00:31:31.923 --> 00:31:34.705
And if you're solving a problem that has

00:31:34.746 --> 00:31:35.185
a problem,

00:31:35.346 --> 00:31:36.727
you need people who have the money.

00:31:38.368 --> 00:31:39.890
How long do you think that that fifty

00:31:39.910 --> 00:31:40.631
year old would work?

00:31:40.711 --> 00:31:41.971
Are they going to stick around for ten,

00:31:42.152 --> 00:31:43.953
fifteen years till they're sixty five now?

00:31:44.374 --> 00:31:45.515
Yeah, they've done the first job.

00:31:46.256 --> 00:31:48.176
I would genuinely imagine a twenty year

00:31:48.217 --> 00:31:50.078
career if I came into it at fifty.

00:31:50.739 --> 00:31:50.859
Wow.

00:31:51.876 --> 00:31:52.998
and you wouldn't be scared about the

00:31:53.038 --> 00:31:56.259
physicality of the career.

00:31:56.439 --> 00:31:56.558
No.

00:31:56.838 --> 00:31:57.960
I don't understand.

00:31:58.420 --> 00:32:00.221
Maybe if you're working in a heavy,

00:32:01.181 --> 00:32:02.422
complex neuro,

00:32:02.842 --> 00:32:04.942
maybe if you're working in acute care,

00:32:06.224 --> 00:32:08.546
I have not touched a human being other

00:32:08.566 --> 00:32:10.968
than doing manual therapy in like twenty

00:32:11.008 --> 00:32:11.488
years.

00:32:11.508 --> 00:32:13.169
You're not lifting people every day.

00:32:13.209 --> 00:32:14.529
What are you talking?

00:32:14.569 --> 00:32:16.230
I was just and I recorded this video

00:32:16.250 --> 00:32:17.310
because it's a really good video.

00:32:18.132 --> 00:32:21.153
I take a person post-op acute total hip

00:32:21.192 --> 00:32:23.493
replacement out to do a car transfer

00:32:23.513 --> 00:32:25.275
because his wife couldn't do the car

00:32:25.295 --> 00:32:25.776
transfer.

00:32:26.675 --> 00:32:27.616
I never touched him.

00:32:28.297 --> 00:32:29.438
I never lifted him.

00:32:29.478 --> 00:32:32.221
There was no physicality whatsoever to

00:32:32.320 --> 00:32:33.402
what I was doing.

00:32:34.122 --> 00:32:35.163
I watched what he did.

00:32:35.603 --> 00:32:36.743
He got into the seat.

00:32:37.184 --> 00:32:38.526
I showed him how to slide back.

00:32:38.605 --> 00:32:39.826
I showed him how to move the chair

00:32:39.846 --> 00:32:40.146
back.

00:32:40.207 --> 00:32:41.387
I showed him how to recline it.

00:32:41.428 --> 00:32:43.088
We put a garbage bag on the seat.

00:32:43.950 --> 00:32:48.272
I did no actual work with my physical

00:32:48.313 --> 00:32:48.653
body.

00:32:48.794 --> 00:32:50.634
I don't understand the people who are

00:32:50.674 --> 00:32:52.656
saying there's such a physical toll for

00:32:52.696 --> 00:32:54.038
being a physical therapist.

00:32:55.400 --> 00:32:57.161
But it must be my setting,

00:32:57.901 --> 00:33:01.762
the population that I'm treating.

00:33:01.803 --> 00:33:02.083
So no,

00:33:02.403 --> 00:33:03.584
I don't see it being a problem.

00:33:03.604 --> 00:33:05.084
Plus, I would see the opposite.

00:33:05.223 --> 00:33:06.704
Hey, I'm in the gym every day.

00:33:06.904 --> 00:33:08.365
I'm motivated to work out.

00:33:08.425 --> 00:33:10.787
I see people, my senior,

00:33:11.166 --> 00:33:12.407
who are really struggling.

00:33:12.607 --> 00:33:14.028
I don't want to be in that boat.

00:33:14.969 --> 00:33:16.469
At fifty, sixty,

00:33:16.709 --> 00:33:18.809
I have the mental maturity to say,

00:33:19.810 --> 00:33:22.092
I don't want somebody having to lift me.

00:33:22.352 --> 00:33:23.853
I'm going to keep lifting weights and

00:33:23.893 --> 00:33:24.413
working out.

00:33:26.065 --> 00:33:29.086
Another thing that I highlighted was that

00:33:29.226 --> 00:33:32.788
Amazon bundles better than healthcare does

00:33:33.228 --> 00:33:34.608
when they'll put things together.

00:33:34.648 --> 00:33:35.269
I mentioned earlier,

00:33:35.308 --> 00:33:36.409
if I'm buying the deck chair,

00:33:36.909 --> 00:33:38.829
have you always thought about an umbrella?

00:33:38.890 --> 00:33:39.691
How about a cushion?

00:33:39.730 --> 00:33:40.631
How about a side table?

00:33:40.651 --> 00:33:41.431
Where's your cooler?

00:33:42.051 --> 00:33:42.791
We don't do that.

00:33:43.092 --> 00:33:43.592
We don't.

00:33:43.771 --> 00:33:45.053
What's our version of that?

00:33:45.153 --> 00:33:45.952
Is it a package?

00:33:45.992 --> 00:33:48.273
Is it a treatment plus a membership?

00:33:48.294 --> 00:33:51.755
I shouldn't say no one does it because,

00:33:51.775 --> 00:33:52.115
of course,

00:33:52.256 --> 00:33:53.296
all someone has to do is show me

00:33:53.415 --> 00:33:54.957
one example, but most, I think,

00:33:54.997 --> 00:33:55.477
don't do it.

00:33:57.188 --> 00:33:57.567
Yeah,

00:33:57.708 --> 00:33:59.609
it goes back to and I remembered the

00:33:59.650 --> 00:34:02.172
thought I was trying to finish before the

00:34:02.231 --> 00:34:05.213
culture of the profession in general is,

00:34:05.734 --> 00:34:07.296
well, if they're going to do fitness,

00:34:07.316 --> 00:34:08.317
they don't need to be here.

00:34:08.516 --> 00:34:09.858
I'm not a personal trainer.

00:34:10.418 --> 00:34:12.360
When I've tried in the past to do

00:34:12.400 --> 00:34:14.041
the hundred dollar a month membership at

00:34:14.081 --> 00:34:16.302
clinics that I wasn't physically in

00:34:16.463 --> 00:34:18.123
because we had multiple clinics at the

00:34:18.184 --> 00:34:18.443
time,

00:34:18.945 --> 00:34:21.827
I couldn't find staff who were willing to

00:34:21.947 --> 00:34:24.128
even just acknowledge that the other

00:34:24.168 --> 00:34:25.449
humans were in the clinic.

00:34:25.989 --> 00:34:28.331
They wanted to focus on their patient and

00:34:28.371 --> 00:34:29.092
that was it.

00:34:29.172 --> 00:34:31.153
And the blinders were up and don't talk

00:34:31.193 --> 00:34:33.655
to me if you're not an insurance patient

00:34:33.675 --> 00:34:34.797
that I'm treating at the moment,

00:34:34.916 --> 00:34:35.436
one-on-one.

00:34:36.077 --> 00:34:38.440
So now that it's just Jeremy and I,

00:34:38.699 --> 00:34:39.820
I can have twenty,

00:34:39.860 --> 00:34:41.882
thirty people a day coming through,

00:34:41.943 --> 00:34:43.483
some of them doing independent,

00:34:43.523 --> 00:34:45.945
some of them doing one-on-one care because

00:34:45.985 --> 00:34:48.228
we're both of the nature that we want

00:34:48.268 --> 00:34:48.648
to do it.

00:34:49.489 --> 00:34:50.909
If you have a therapist that doesn't want

00:34:50.929 --> 00:34:54.092
to sell TheraBand and flex bars and stuff,

00:34:54.132 --> 00:34:54.992
it's never going to happen.

00:34:56.132 --> 00:34:56.956
I got to dip a little early,

00:34:56.976 --> 00:34:58.123
so we got to do parting shots pretty

00:34:58.164 --> 00:34:58.385
soon.

00:34:58.425 --> 00:34:58.947
Let's do it.

00:34:58.967 --> 00:34:59.873
What do you got for today?

00:35:01.632 --> 00:35:03.534
I think we touched on a bunch of

00:35:03.574 --> 00:35:04.996
different topics real quick.

00:35:05.476 --> 00:35:07.978
My wife has been coaching youth basketball

00:35:07.998 --> 00:35:08.438
forever.

00:35:08.498 --> 00:35:11.519
She played in college at Wheeling Jesuit.

00:35:11.960 --> 00:35:13.960
She watched the end of that game last

00:35:14.001 --> 00:35:14.702
night, and she was like,

00:35:15.202 --> 00:35:17.244
how do they not understand time

00:35:17.284 --> 00:35:17.884
management?

00:35:18.264 --> 00:35:20.965
They've been in this world for their

00:35:21.005 --> 00:35:21.827
entire life,

00:35:21.847 --> 00:35:23.286
and they still don't understand how to

00:35:23.327 --> 00:35:25.248
manage the clock at the end of a

00:35:25.289 --> 00:35:26.068
close game.

00:35:26.148 --> 00:35:27.050
That's all I have to say.

00:35:27.452 --> 00:35:28.592
Yeah, understand what game you're in.

00:35:28.612 --> 00:35:29.233
Prepare for that.

00:35:30.172 --> 00:35:32.353
I would say the two things we talked

00:35:32.373 --> 00:35:34.414
about were paying attention to what other

00:35:34.494 --> 00:35:36.235
industries are doing and what can you

00:35:36.315 --> 00:35:37.896
adopt and steal or just learn.

00:35:37.916 --> 00:35:39.077
You don't have to take anything from them.

00:35:39.416 --> 00:35:40.396
Just learn from them.

00:35:40.436 --> 00:35:41.597
What can you learn from Amazon?

00:35:41.918 --> 00:35:43.277
What can you learn from a gym model?

00:35:43.617 --> 00:35:44.378
You don't have to do it,

00:35:44.778 --> 00:35:45.878
but at least pay attention to it.

00:35:46.619 --> 00:35:47.300
Enjoy your weekend.

00:35:47.679 --> 00:35:48.280
Get some sun.

00:35:48.840 --> 00:35:50.101
And we're back on Tuesday.

00:35:50.621 --> 00:35:53.661
got it yep that's it we're out boys

00:35:53.722 --> 00:35:55.643
what the hell are you doing follow tony

00:35:55.682 --> 00:35:58.264
maritano on youtube at total therapy

00:35:58.304 --> 00:35:59.925
solution find dave kiddle at

00:35:59.945 --> 00:36:03.126
conciergepainrelief.com and on youtube at

00:36:03.146 --> 00:36:05.507
the dave kiddle show and follow jimmy

00:36:05.527 --> 00:36:08.969
mckay at pg podcast on youtube the socials

00:36:09.048 --> 00:36:10.849
and wherever you binge podcasts you

00:36:10.869 --> 00:36:11.809
pretend are for ceu

00:36:12.838 --> 00:36:14.262
And hey, just a reminder,

00:36:14.764 --> 00:36:16.047
none of this was for advice.

00:36:16.106 --> 00:36:17.550
This was for entertainment only.

00:36:17.871 --> 00:36:19.195
Our lawyers say that counts.

00:36:19.315 --> 00:36:20.217
Thanks, Keith.