Why Doing Less Makes Your PT Clinic More Profitable

WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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I almost said happy Monday,

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but it's Tuesday.

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Happy Tuesday to you, Tony Meritato,

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Jimmy McKay.

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Dave Kittle is out this morning.

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What do you want to lead off with

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first?

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We got to hang out in Hawaii.

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I almost said Hawaii.

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Wow.

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Maybe I should have more coffee.

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Ohio.

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Great state of Ohio.

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They're virtually the same.

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I want to talk about that,

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but Dave said he's got a call-in question.

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Yeah, I wonder what that is.

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We'll get a call-in question from him as

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well.

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It was good to see you in person.

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APTA Ohio turned, uh,

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seventy-five years young.

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And they threw a conference and a party.

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I don't know if I told you,

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I haven't gone to any events like that

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other than PPS because I came to meet

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you last year.

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And then that was the second live event

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that I've been to in probably fifteen

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years.

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And both times,

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both times I've walked away with

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realizations that we can discuss.

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But is Dave on the phone yet?

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No, not yet.

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Okay, when he is just jumping, yeah,

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I think the big takeaway, like,

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and this probably applies across all

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aspects of life, you know, politics,

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religion.

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I get there,

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I talk to the people that I would

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have been mauling.

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And they've got great ideas.

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You know, you introduced me to Drew.

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You introduced me to a couple other people

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from APTA.

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If I stay in my silo,

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if I stay in my bubble,

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I feel like those guys don't know what

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they're talking about.

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Those guys have terrible ideas.

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They're, you know...

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Out of their minds.

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But once I talk to them and I

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ask them a couple of questions, I'm like,

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holy shit, these guys are normal people.

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They have great ideas.

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They understand the same problems that I'm

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dealing with every day in the clinic.

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It just doesn't come across until you're

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face to face with another human being.

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Yeah, I mean,

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my ultimate hostage negotiation diffusion

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moment is when people are like,

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APTA sucks, or APT this, or APT that.

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I say, which person?

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Right.

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Show me.

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It's just a collection of people.

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It's just a bunch of people.

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And the people that work at APTA,

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run APTA, or are part of APTA,

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no one is saying that they're perfect.

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In fact,

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they're blatantly aware that there are

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piles of imperfection everywhere.

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It's just when you boil everything down,

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when you reduce the fractions,

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you have two choices.

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It's like come together or stay apart.

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And this is not a plug to join

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APTA.

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I always,

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I did this at a student event a

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couple of weeks ago,

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maybe like two months ago.

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And you would have thought like,

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it was like saying God didn't exist at

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a church.

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A student raised its hand and said,

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in front of a panel,

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there was a bunch of speakers who had

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already spoken, some about APTA,

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some about other stuff, and said,

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why as a student should I join?

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And someone, Ben Aguila,

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gave a great answer.

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And then I said, may I answer?

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And they said, sure.

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And everybody in the room assumed I was

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going to bang the drum and say, join.

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And I didn't.

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And I said, you shouldn't join.

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And the room was like, and I said,

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until you understand what you're looking

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for,

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then look around APTA and see if that's

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there.

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If it is, then join.

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If you're looking for something that isn't

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there, don't join.

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You're going to be upset.

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You're going to be rightfully upset.

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Here's the thing though.

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You can probably find some of what you're

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looking for.

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Maybe not the complete answer because it

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might not exist yet.

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It's just a pile of people who really

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want to solve this thing,

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but they're imperfect.

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I get so bullish on it.

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Because when you get a room, I mean,

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Ohio had, you know,

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four hundred and fifty something people

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for a one and a half day conference.

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Then they had a big old fancy party

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to celebrate their seventy fifth

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anniversary.

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I get excited about piles of people

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because I'm a joiner and I and I

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recognize that.

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But I get excited about things like that

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because I'm a joiner.

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I don't think it's perfect.

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I still think it's untapped because the

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answer,

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the call is always coming from inside the

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house.

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The answer is always inside the room.

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Dave's on the phone.

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Dave, what's up, man?

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Good morning.

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Good morning.

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I am a first-time caller,

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long-time co-host.

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Where are you right now?

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Are you home?

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Are you on the road?

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No, I'm at home.

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I'm about to leave, though.

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Gotcha.

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All right.

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What's your call-in question?

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question is there is a new website.

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I think it's mostly around New York City,

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but it might be in other cities.

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damnlines.com D-A-M-N lines dot com.

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So this is a bunch of security cameras

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that someone put up across the street from

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busy

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pizza places in New York City.

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So basically you could track,

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you could look at damlines.com.

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Before we go to Lendistry Pizza,

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I want to see how long the line

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is because I don't want to have to

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wait too long and we want to go

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in there.

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It's not a big line.

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And so it's just a new...

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website out there the thing i wanted to

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ask you guys is let's say if i

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hypothetically screenshotted it or i

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screen grabbed the videos from one of

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these locations obviously this these

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locations are brick and mortar they they

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do not look like my outpatient physical

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therapy office but if i posted it and

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you know made a joke but i don't

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know said like this is the demand that

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we have a concierge pain relief like we

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have a line out the you know out

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the front door

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My question would be,

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is there any potential blowback or

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negative

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Will I need to say it's a joke

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or something like that in the post?

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Is it in good humor?

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Is it bad?

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Sometimes I have these questions when I'm

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going to post something.

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Is there any negative blowback,

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negative sentiment that I could incur

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because of it?

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I'm trying to communicate that we have

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demand and all that,

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but not to the level of popular pizza

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place demand, if that makes sense.

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Yeah.

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I think the website's interesting.

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I think your question's interesting, too.

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It's like we...

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That's a transaction.

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You already decided you want pizza.

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Now you're deciding,

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where do I want the pizza?

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And then you're picking,

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which place do I have to wait the

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least amount of time to have the pizza?

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Are people going for pizza having that

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same conversation?

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That's decided way in advance, right?

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Definitely not.

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Definitely not.

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But it looks like there was some of

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the images of like the videos of some

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of these security cameras where it didn't

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show like the pizza place's name, right?

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So I was going to,

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if I had posted something like that on

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our Instagram about our practice and say

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something like, you know, concierge,

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we've got to line out the door.

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I mean...

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obviously it's not our office but people

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might not know that it's our office so

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my point is like if i posted it

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how much of the unknown public although

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not that we have reached like tony's uh

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account like total therapy solutions but

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if i posted it

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would it have some, you know,

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negative because it's comparing us to

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pizza or maybe people don't even know that

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the whole website is made for these pizza

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places.

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Yeah.

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I think it's,

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I think it's so early in this thing.

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I've never heard of it.

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I think it's so early in the thing.

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I think people could figure it out.

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Like it's a webcam.

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Um,

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you know, I've seen, go ahead.

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Let me come in.

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I think the best,

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the best way I've seen this done kind

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of to what you want to do, Dave,

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are the people,

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and this has been a trend for different

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little like service providers,

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I think gyms,

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and I've seen PT clinics do this where

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they,

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they do a couple cuts on the video.

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Maybe they push somebody out the door or

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they steal something from somebody.

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Then they slam the door shut, lock it.

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And the person's like banging on the door

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from the outside.

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Like, let me in, let me in.

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They show you taking somebody's

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possessions, their wallet,

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pushing them outside,

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then locking the door, then banging on it.

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And you're like, look, you know,

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people are dying to get into concert pain

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relief.

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So there are some funny ways you can

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do it.

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But I think if you just wanted to

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show something like that and kind of,

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if you keep it funny and, you know,

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not too serious,

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I think you can get away with it.

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Almost like a satire kind of thing saying,

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hey,

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look at the line around the block for

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pain relief, you know, or whatever.

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It can be done.

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I just think it should be done in

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a comedic way.

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I mean,

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I'm guessing it's using some sort of AI

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technology because there's no way

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someone's watching these things,

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but it's showing data of the wait time

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and how many people were in line based

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on...

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I think we're talking about two different

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things.

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I think Dave just wants to use the

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image and say, hey,

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look at all the people waiting to get

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into my business.

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I think totally.

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I think what you're asking or what you

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should be asking is what Tony's saying,

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which is like there's a trend going on.

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Jump on the trend.

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I've seen a version of the trend that

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Tony's talking about.

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I've seen a version where a guy's just

00:09:34.740 --> 00:09:36.582
walking towards the camera and a group of

00:09:36.602 --> 00:09:37.663
girls are walking away.

00:09:38.543 --> 00:09:39.624
And then as soon as the girls get

00:09:39.663 --> 00:09:40.163
next to him,

00:09:40.203 --> 00:09:41.705
he just screams something ridiculous and

00:09:41.725 --> 00:09:42.945
they all sort of spin around and he's

00:09:42.965 --> 00:09:44.325
just like putting his sunglasses on.

00:09:44.365 --> 00:09:45.304
Like, yeah,

00:09:45.546 --> 00:09:47.225
everyone's paying attention to me.

00:09:47.586 --> 00:09:48.145
Like, I get it.

00:09:48.245 --> 00:09:48.846
And like the whole,

00:09:48.926 --> 00:09:50.486
the whole video is the joke.

00:09:50.547 --> 00:09:51.267
Like, it's like, yeah,

00:09:51.386 --> 00:09:52.366
I have to do something ridiculous.

00:09:53.986 --> 00:09:54.126
No,

00:09:54.167 --> 00:09:55.807
I think playing off a current trend like

00:09:55.847 --> 00:09:56.607
that would be great.

00:09:56.687 --> 00:09:58.128
I don't think you face any blowback.

00:09:58.148 --> 00:09:58.587
Love it.

00:09:58.947 --> 00:09:59.928
Yeah.

00:09:59.948 --> 00:10:01.308
And Tony is helpful to kind of mix

00:10:01.369 --> 00:10:04.909
it in with some of the other things.

00:10:05.090 --> 00:10:06.509
It could be,

00:10:07.346 --> 00:10:08.707
a video where I chop it and the

00:10:08.727 --> 00:10:11.029
beginning is one of these lines and then

00:10:11.470 --> 00:10:13.892
a second video would be my therapist and

00:10:14.011 --> 00:10:14.111
I,

00:10:14.131 --> 00:10:16.813
we do something at our office where like

00:10:16.833 --> 00:10:17.654
they're trying to, you know,

00:10:17.674 --> 00:10:19.475
bust in the door or fake patients trying

00:10:19.596 --> 00:10:20.157
to, you know,

00:10:20.177 --> 00:10:21.677
get in or something and it's like the

00:10:22.118 --> 00:10:23.259
front of our office, right?

00:10:23.278 --> 00:10:25.740
So it's that cut of like you take

00:10:25.821 --> 00:10:29.683
someone else's digital asset or, you know,

00:10:29.703 --> 00:10:32.105
the beginning hook of a viral video and

00:10:32.125 --> 00:10:34.168
then you splice in like your own person.

00:10:34.248 --> 00:10:34.607
Sure.

00:10:35.489 --> 00:10:35.989
Judy.

00:10:36.349 --> 00:10:36.549
Judy.

00:10:37.350 --> 00:10:40.332
exactly exactly yeah i when i saw the

00:10:40.352 --> 00:10:42.534
website that you just mentioned damn lines

00:10:42.855 --> 00:10:45.256
i thought you were gonna um pitch an

00:10:45.297 --> 00:10:46.778
idea of like waiting in line like if

00:10:46.798 --> 00:10:49.140
you were smart you'd be like hey do

00:10:49.181 --> 00:10:50.361
you want to go to this because the

00:10:50.402 --> 00:10:53.384
line's i'll wait in line for you for

00:10:53.424 --> 00:10:56.206
this upsell because now you have the now

00:10:56.226 --> 00:10:57.727
you know which restaurant to stand in

00:10:57.768 --> 00:11:00.230
front of because you can see the line

00:11:01.263 --> 00:11:03.446
If you really wanted to be enterprising,

00:11:03.466 --> 00:11:05.508
you get a bunch of your little brother's

00:11:05.548 --> 00:11:07.049
friends and you create the line.

00:11:07.289 --> 00:11:09.812
You create the demand and then you create

00:11:09.852 --> 00:11:11.735
the supply if you wanted to.

00:11:13.443 --> 00:11:14.605
i think why i asked you guys is

00:11:14.625 --> 00:11:16.605
because in new york city and jimmy i

00:11:16.625 --> 00:11:17.806
know you know this and tony probably knows

00:11:17.826 --> 00:11:20.907
it's just for any other city that anytime

00:11:20.986 --> 00:11:22.227
in new york city that there's a line

00:11:22.288 --> 00:11:24.229
outside of a place people will like that

00:11:24.249 --> 00:11:26.070
are walking by they'll like they'll ask

00:11:26.090 --> 00:11:27.509
like like what are you guys waiting for

00:11:27.629 --> 00:11:29.650
and like people sometimes for better or

00:11:29.691 --> 00:11:32.111
for worse will get in a line like

00:11:32.152 --> 00:11:35.033
that and not not even know what they're

00:11:35.053 --> 00:11:37.235
waiting for but people will walk by and

00:11:37.554 --> 00:11:38.715
what do you guys believe like what is

00:11:38.754 --> 00:11:40.196
it is it like you know a celebrity

00:11:40.275 --> 00:11:41.716
is it like a shoe drop is it

00:11:41.756 --> 00:11:42.376
like yeah

00:11:44.195 --> 00:11:49.201
PT, the world's most famous PT, PT Barnum.

00:11:49.282 --> 00:11:52.326
Nothing attracts a crowd like a crowd.

00:11:52.706 --> 00:11:54.809
I mean, there were moves back in the,

00:11:54.950 --> 00:11:56.753
I don't know, early two thousands where,

00:11:57.984 --> 00:12:00.466
before everybody had a camera and a phone

00:12:00.967 --> 00:12:02.568
where people would pull this move where

00:12:02.589 --> 00:12:04.631
they'd hire like three security dudes or

00:12:04.672 --> 00:12:06.313
their buddies to dress up like security

00:12:06.354 --> 00:12:06.634
dudes,

00:12:06.953 --> 00:12:09.017
somebody with a clipboard and then four or

00:12:09.037 --> 00:12:10.158
five photographers.

00:12:10.639 --> 00:12:11.519
And then all you gotta do is go

00:12:11.539 --> 00:12:12.321
out into the crowd and be like,

00:12:12.541 --> 00:12:13.662
it's that guy from that show.

00:12:14.423 --> 00:12:15.264
And people like, oh, that.

00:12:15.583 --> 00:12:15.923
Oh, yeah.

00:12:16.043 --> 00:12:16.464
Yeah.

00:12:16.524 --> 00:12:16.744
Yeah.

00:12:16.783 --> 00:12:16.903
Yeah.

00:12:16.985 --> 00:12:18.644
And next thing you know, I mean,

00:12:18.684 --> 00:12:19.346
I hate to say it,

00:12:19.385 --> 00:12:21.706
but like you need something laminated in

00:12:21.726 --> 00:12:23.368
the clipboard and you can get to most

00:12:23.587 --> 00:12:25.349
you can get into most places.

00:12:25.649 --> 00:12:27.190
It's harder and harder as it goes along

00:12:27.210 --> 00:12:28.630
because there's more nitwits trying it.

00:12:29.091 --> 00:12:29.831
But gosh,

00:12:29.951 --> 00:12:31.513
I got into so many places I probably

00:12:31.552 --> 00:12:32.052
shouldn't have been.

00:12:32.472 --> 00:12:33.453
I just been I mean,

00:12:33.514 --> 00:12:34.514
I was supposed to be there,

00:12:34.554 --> 00:12:35.695
but they never asked me first.

00:12:35.715 --> 00:12:36.916
You walk in like you own the place.

00:12:38.056 --> 00:12:40.716
Dave has the swagger and the style to

00:12:40.777 --> 00:12:41.736
totally do that.

00:12:42.317 --> 00:12:43.238
He's got the hair.

00:12:43.278 --> 00:12:44.837
He's got the look, the clothes.

00:12:44.977 --> 00:12:47.979
He can totally be the celebrity.

00:12:48.458 --> 00:12:50.619
Ironically, looking like you work there,

00:12:51.240 --> 00:12:53.440
I know they'll get something laminated and

00:12:53.480 --> 00:12:54.620
a clipboard and you can get in,

00:12:54.879 --> 00:12:56.421
but also there's this group of guys who

00:12:56.441 --> 00:12:56.640
shoot,

00:12:56.660 --> 00:12:58.000
I don't know if they're still shooting

00:12:58.020 --> 00:12:58.461
these videos,

00:12:58.760 --> 00:13:00.042
but they bring a ladder place.

00:13:00.062 --> 00:13:00.241
Yeah.

00:13:01.001 --> 00:13:03.725
yeah and the ladder so doesn't make sense

00:13:03.764 --> 00:13:06.287
it's bulky it doesn't fit you can't hide

00:13:06.326 --> 00:13:08.528
it which is why it works of course

00:13:09.330 --> 00:13:11.211
um uh dave hung up i think he's

00:13:11.231 --> 00:13:11.652
just busy uh

00:13:13.293 --> 00:13:14.234
Real quick, real quick.

00:13:14.315 --> 00:13:16.635
There is literally right now a Geico

00:13:16.676 --> 00:13:19.177
commercial where the Geico gecko is

00:13:19.236 --> 00:13:21.337
walking down the street, sees a line,

00:13:21.498 --> 00:13:23.158
asks somebody, what's the line for?

00:13:23.178 --> 00:13:23.938
And the woman's like,

00:13:24.499 --> 00:13:26.080
doesn't even know what the line's about

00:13:26.120 --> 00:13:27.421
and just gets in the line.

00:13:28.701 --> 00:13:31.883
I love the business model of those cameras

00:13:31.923 --> 00:13:33.783
because I've said it a thousand times.

00:13:33.803 --> 00:13:34.163
I'm like,

00:13:34.803 --> 00:13:36.284
I kind of want to go somewhere,

00:13:36.485 --> 00:13:37.466
but I don't want to go if it's

00:13:37.485 --> 00:13:38.047
crowded.

00:13:38.307 --> 00:13:39.969
Why can't I log on?

00:13:40.489 --> 00:13:41.730
Planet Fitness has it.

00:13:41.769 --> 00:13:43.912
Planet Fitness has the number system,

00:13:44.052 --> 00:13:44.773
one through five.

00:13:44.793 --> 00:13:45.813
How busy is it?

00:13:46.433 --> 00:13:49.937
Why wouldn't there be something similar in

00:13:49.996 --> 00:13:50.658
my clinic?

00:13:51.663 --> 00:13:54.065
to say, hey, you want to come down?

00:13:54.426 --> 00:13:57.326
It's ten o'clock on a Wednesday morning.

00:13:57.486 --> 00:13:58.587
We're a five out of five.

00:13:58.648 --> 00:13:59.989
We are packed to the gills.

00:14:00.129 --> 00:14:01.328
Right now is not a good time,

00:14:01.369 --> 00:14:03.610
but if you want to come down at

00:14:03.671 --> 00:14:05.831
two, it's a one out of five.

00:14:06.172 --> 00:14:06.873
Come on down.

00:14:07.293 --> 00:14:08.572
We can handle it.

00:14:09.634 --> 00:14:11.916
It's the best way to manage capacity and

00:14:11.995 --> 00:14:13.917
put that in the patient's hands.

00:14:13.956 --> 00:14:17.278
Give them the opportunity to self-regulate

00:14:17.318 --> 00:14:19.500
your schedule so you're not packed at

00:14:19.559 --> 00:14:21.301
Monday, Wednesday, Friday at ten a.m.

00:14:21.802 --> 00:14:24.442
They can self-select out of those times if

00:14:24.484 --> 00:14:25.464
they don't want a crowd.

00:14:25.484 --> 00:14:27.105
Agreed.

00:14:27.164 --> 00:14:28.225
Why wouldn't you?

00:14:28.265 --> 00:14:29.267
And you could do it in a HIPAA

00:14:29.307 --> 00:14:31.528
compliant way with that simple one to

00:14:31.607 --> 00:14:32.028
five.

00:14:32.048 --> 00:14:33.589
You don't have to have a camera,

00:14:34.370 --> 00:14:35.691
but I do love the idea of a

00:14:35.750 --> 00:14:36.091
camera.

00:14:36.600 --> 00:14:37.481
You could, I mean,

00:14:38.682 --> 00:14:40.023
if you wanted to operationalize it,

00:14:40.043 --> 00:14:42.404
you could build it into your EHR if

00:14:42.445 --> 00:14:44.706
you had rooms or just checked in.

00:14:44.745 --> 00:14:45.947
How many people are checked in and how

00:14:45.966 --> 00:14:47.988
many people are checked out and what's the

00:14:48.048 --> 00:14:48.729
net result?

00:14:48.828 --> 00:14:50.110
And obviously all the data is

00:14:50.129 --> 00:14:50.610
de-identified,

00:14:50.629 --> 00:14:51.831
but that would be a great little system.

00:14:52.546 --> 00:14:54.388
So let's take this into some of today's

00:14:54.408 --> 00:14:54.847
topics.

00:14:54.908 --> 00:14:57.971
We'll come back to the Ohio APTA meeting,

00:14:58.051 --> 00:15:00.994
but I was just watching a video about

00:15:01.293 --> 00:15:06.318
Domino's, Little Caesars, and Papa John's.

00:15:06.918 --> 00:15:08.660
And so these three chains,

00:15:09.402 --> 00:15:11.443
Domino's went the tech route.

00:15:12.024 --> 00:15:14.066
When I order a Domino's pizza,

00:15:14.525 --> 00:15:16.207
the app makes it super easy,

00:15:16.427 --> 00:15:17.729
eliminates all the friction.

00:15:18.830 --> 00:15:20.932
I get notified when the pizza's in the

00:15:21.032 --> 00:15:21.272
oven.

00:15:21.331 --> 00:15:23.114
I get notified when the pizza's ready to

00:15:23.134 --> 00:15:23.875
be picked up.

00:15:24.674 --> 00:15:26.456
I know everything that's going on with the

00:15:26.476 --> 00:15:27.538
pizza through the app.

00:15:27.597 --> 00:15:29.458
It is amazingly smooth.

00:15:30.220 --> 00:15:31.201
Papa John's said,

00:15:31.760 --> 00:15:33.182
we're not gonna go that direction.

00:15:33.201 --> 00:15:34.822
We're gonna go better ingredients.

00:15:35.303 --> 00:15:36.725
We're gonna make a better pizza.

00:15:36.764 --> 00:15:37.966
People don't like our sauce.

00:15:37.985 --> 00:15:39.346
People don't like our dough.

00:15:39.427 --> 00:15:41.528
And there's a bunch of videos about that.

00:15:42.048 --> 00:15:44.692
So they don't have as smooth or

00:15:44.731 --> 00:15:46.972
frictionless of an ordering system.

00:15:47.754 --> 00:15:49.676
but arguably maybe they have a better

00:15:49.716 --> 00:15:53.139
quality pizza little caesar's one of my

00:15:53.178 --> 00:15:55.020
favorites like i could literally just

00:15:55.061 --> 00:15:56.883
drive through and pick up a pizza i

00:15:56.903 --> 00:15:58.264
don't have to order it i don't have

00:15:58.303 --> 00:16:00.105
to think ahead i don't have to plan

00:16:00.145 --> 00:16:02.748
like you literally pull up the pieces

00:16:02.788 --> 00:16:05.370
they're ready for you to buy and it's

00:16:05.429 --> 00:16:07.972
pizza like who cares it's it's you know

00:16:07.993 --> 00:16:10.274
it's always good enough um

00:16:11.508 --> 00:16:13.311
I don't understand why we don't have more

00:16:13.350 --> 00:16:14.913
clinics going in these different

00:16:14.932 --> 00:16:15.472
directions.

00:16:15.513 --> 00:16:15.693
Like,

00:16:15.754 --> 00:16:17.876
let's get a tech-heavy clinic that says we

00:16:17.897 --> 00:16:21.081
don't care about the other stuff, the,

00:16:21.240 --> 00:16:23.504
the twenty certifications after your name.

00:16:24.065 --> 00:16:24.264
You,

00:16:24.284 --> 00:16:25.767
you just need good enough and you want

00:16:25.787 --> 00:16:26.168
fast.

00:16:26.408 --> 00:16:27.248
want to be in and out.

00:16:27.288 --> 00:16:28.347
You want frictionless.

00:16:28.388 --> 00:16:30.168
You want a smooth payment system.

00:16:30.188 --> 00:16:31.808
You want a smooth scheduling system.

00:16:31.828 --> 00:16:32.869
You just want to get in there,

00:16:33.309 --> 00:16:35.429
do your fifteen minutes, get back to work,

00:16:35.490 --> 00:16:36.330
get back to life,

00:16:36.370 --> 00:16:37.169
get back to the other.

00:16:37.570 --> 00:16:39.791
You could leave like literally we have

00:16:39.811 --> 00:16:41.870
patients who leave their dog in the car

00:16:42.272 --> 00:16:43.851
because they can get in and get out

00:16:44.152 --> 00:16:46.772
as quickly as you know they need to

00:16:46.793 --> 00:16:48.273
without worrying about their dog

00:16:48.352 --> 00:16:48.852
overheating.

00:16:49.740 --> 00:16:49.921
Yeah,

00:16:49.941 --> 00:16:52.102
this goes back to are you trying to

00:16:52.143 --> 00:16:54.865
sell someone what they want or are you

00:16:54.905 --> 00:16:56.626
trying to sell someone what you want them

00:16:56.667 --> 00:16:58.028
to buy?

00:16:58.068 --> 00:17:00.510
Yeah, we know the answer to that.

00:17:00.571 --> 00:17:01.692
And we're doing the second one.

00:17:01.812 --> 00:17:02.533
This is interesting.

00:17:02.592 --> 00:17:04.074
I'm going to talk to Larry Benz today,

00:17:04.094 --> 00:17:05.154
and he's a no BS guy,

00:17:05.174 --> 00:17:07.037
and he'll see right through exactly what

00:17:07.057 --> 00:17:08.577
you're saying and be like, yes, this,

00:17:08.597 --> 00:17:08.938
this, this.

00:17:08.978 --> 00:17:11.740
So I'll definitely ask Larry that sort of

00:17:11.881 --> 00:17:12.461
off the air,

00:17:12.541 --> 00:17:14.303
but I'll probably record it too to see

00:17:14.323 --> 00:17:15.703
if I can get sort of his reaction

00:17:15.743 --> 00:17:16.085
on that.

00:17:17.337 --> 00:17:19.140
Why don't companies do that?

00:17:19.400 --> 00:17:19.680
All right.

00:17:19.720 --> 00:17:19.921
Well,

00:17:20.000 --> 00:17:22.002
you brought up a video this morning that

00:17:22.022 --> 00:17:23.183
you wanted me to watch about.

00:17:23.763 --> 00:17:24.845
I don't know these chains,

00:17:24.884 --> 00:17:26.446
but checkers and something else.

00:17:26.507 --> 00:17:28.087
I guess they're two rallies.

00:17:28.628 --> 00:17:29.128
Yeah.

00:17:29.169 --> 00:17:29.690
Same brand.

00:17:29.930 --> 00:17:30.550
So it's fat.

00:17:30.651 --> 00:17:31.751
I've never been to one.

00:17:31.791 --> 00:17:32.813
I think I've heard of checkers.

00:17:33.252 --> 00:17:36.056
So fast food brand was getting smoked by

00:17:36.096 --> 00:17:36.957
the big dogs, right?

00:17:36.997 --> 00:17:38.438
The ones with more footprint,

00:17:38.458 --> 00:17:39.419
the more budget.

00:17:40.180 --> 00:17:41.481
McDonald's, Burger King, Wendy's,

00:17:42.182 --> 00:17:44.224
and they decided to go the opposite route.

00:17:44.325 --> 00:17:47.728
We're not going to outbid Goliath.

00:17:48.588 --> 00:17:49.509
So what do we do?

00:17:49.630 --> 00:17:51.071
And all the advisors, of course,

00:17:51.092 --> 00:17:53.374
with the spreadsheets say, we go bigger,

00:17:53.413 --> 00:17:54.516
we have to push all the chips in

00:17:54.536 --> 00:17:54.935
the middle,

00:17:55.616 --> 00:17:57.699
but that's just pouring water in a leaky

00:17:57.739 --> 00:17:58.119
bucket.

00:17:58.160 --> 00:17:59.060
So they did what?

00:17:59.080 --> 00:18:00.561
They went in the opposite direction,

00:18:00.602 --> 00:18:01.163
it sounds like.

00:18:02.133 --> 00:18:02.452
Yeah.

00:18:02.833 --> 00:18:04.034
And it's the same thing.

00:18:04.074 --> 00:18:06.753
So rallies slash checkers,

00:18:06.773 --> 00:18:09.355
they're kind of the same fast food store.

00:18:10.355 --> 00:18:11.596
They looked at McDonald's.

00:18:11.695 --> 00:18:12.236
They're like, all right,

00:18:12.256 --> 00:18:14.076
McDonald's has all of the seating.

00:18:14.116 --> 00:18:14.757
McDonald's,

00:18:14.817 --> 00:18:16.917
it costs about two to three million to

00:18:17.038 --> 00:18:18.978
open a new McDonald's restaurant.

00:18:19.018 --> 00:18:20.778
They have this capital expenditure.

00:18:20.818 --> 00:18:24.059
That's just rallies didn't have the budget

00:18:24.079 --> 00:18:27.080
to spend all this money on the facility.

00:18:28.154 --> 00:18:30.195
looked at burger king right burger king

00:18:30.236 --> 00:18:32.696
went flame broil have it your way like

00:18:32.737 --> 00:18:35.679
customize your burger plus they have the

00:18:35.699 --> 00:18:38.220
facility rallies was like we're gonna go

00:18:38.339 --> 00:18:40.421
opposite and and this is where the value

00:18:40.500 --> 00:18:43.061
almost always is it's what how do you

00:18:43.082 --> 00:18:44.482
go against the trend how do you go

00:18:44.542 --> 00:18:46.182
opposite of what everyone else is doing

00:18:46.624 --> 00:18:47.683
they said hey we're not going to have

00:18:47.884 --> 00:18:51.246
any dine-in seats or booths or anything

00:18:52.150 --> 00:18:53.290
just going to be drive-through.

00:18:54.512 --> 00:18:55.153
They set up,

00:18:55.394 --> 00:18:57.976
this was the first like burger place that

00:18:58.016 --> 00:18:59.817
had two lanes that I know of,

00:19:00.259 --> 00:19:01.759
and they had lanes on both sides.

00:19:01.779 --> 00:19:04.163
So if you had the passenger who wanted

00:19:04.182 --> 00:19:05.223
to pay the bill,

00:19:05.704 --> 00:19:07.686
you could go in on the left and

00:19:07.707 --> 00:19:09.788
the passenger would be at the window to

00:19:09.828 --> 00:19:10.450
pay the bill.

00:19:10.809 --> 00:19:11.730
If you want them to pay the bill

00:19:11.770 --> 00:19:12.231
as the driver,

00:19:12.271 --> 00:19:13.093
you go in on the right.

00:19:14.093 --> 00:19:17.035
They optimized everything for speed.

00:19:17.315 --> 00:19:17.655
You know,

00:19:17.715 --> 00:19:20.176
no matter how much I love McDonald's

00:19:20.196 --> 00:19:21.897
coffee and this other stuff,

00:19:22.679 --> 00:19:24.740
I know that it's still gonna be three

00:19:24.779 --> 00:19:26.701
or four cars before I could get through

00:19:26.721 --> 00:19:27.362
the line.

00:19:28.201 --> 00:19:30.384
Back when Raleigh's was in the area,

00:19:30.844 --> 00:19:31.724
just go right through.

00:19:32.305 --> 00:19:34.426
And so they cut away all the fat,

00:19:34.787 --> 00:19:36.508
they cut away all the stuff that wasn't

00:19:36.548 --> 00:19:37.127
necessary.

00:19:37.167 --> 00:19:39.130
They knew the customer was there for

00:19:39.470 --> 00:19:40.671
speed, not quality.

00:19:41.510 --> 00:19:44.094
And just something that killed the hunger

00:19:44.114 --> 00:19:44.413
pang.

00:19:44.453 --> 00:19:45.615
That's what they were selling.

00:19:47.017 --> 00:19:48.298
Take that into the clinic.

00:19:48.979 --> 00:19:50.621
And basically what we've got is we've got

00:19:50.661 --> 00:19:51.821
a situation where you say, okay,

00:19:52.759 --> 00:19:54.940
I believe based on clinical research that

00:19:55.601 --> 00:19:57.942
exercise is just as effective as manual

00:19:57.961 --> 00:19:59.863
therapy for the conditions I'm treating,

00:19:59.923 --> 00:20:02.444
for the clientele I'm attracting.

00:20:03.165 --> 00:20:05.007
I'm going to wipe out all manual therapy.

00:20:05.047 --> 00:20:07.028
There's no need for me to deliver manual

00:20:07.067 --> 00:20:07.428
therapy.

00:20:07.448 --> 00:20:08.848
There's no need for me to get my

00:20:09.009 --> 00:20:11.230
therapist certified as manual therapist,

00:20:11.611 --> 00:20:13.892
to do any coneds for manual therapy.

00:20:14.332 --> 00:20:15.653
I don't want to do dry needling.

00:20:15.792 --> 00:20:17.334
I don't want to do instrument assisted

00:20:17.433 --> 00:20:17.894
anything.

00:20:18.755 --> 00:20:20.978
I can base that decision on clinical

00:20:21.018 --> 00:20:22.799
research that says therapeutic activity

00:20:22.839 --> 00:20:26.423
and exercise are just as effective of an

00:20:26.483 --> 00:20:27.044
intervention.

00:20:28.250 --> 00:20:31.511
I believe my clientele doesn't need sixty

00:20:31.551 --> 00:20:31.951
minutes.

00:20:32.051 --> 00:20:34.413
I think ten to fifteen minutes of direct

00:20:34.553 --> 00:20:36.473
one-on-one time is enough.

00:20:37.253 --> 00:20:40.055
And you build a brand around that

00:20:40.095 --> 00:20:40.776
efficiency.

00:20:40.816 --> 00:20:42.997
You're never going to get the patient that

00:20:43.017 --> 00:20:45.076
wants sixty minutes of your undivided

00:20:45.136 --> 00:20:45.718
attention,

00:20:46.238 --> 00:20:47.478
but you don't want that patient.

00:20:48.157 --> 00:20:50.618
Braly's doesn't want the dine-in patient

00:20:50.638 --> 00:20:52.799
because it costs too much to serve the

00:20:52.839 --> 00:20:53.680
dine-in patient.

00:20:55.580 --> 00:20:57.501
Historically, my therapists

00:20:58.672 --> 00:21:00.613
If they were good manual therapists,

00:21:01.554 --> 00:21:04.154
I couldn't run them through forty hours a

00:21:04.194 --> 00:21:06.297
week of manual therapy, right?

00:21:06.356 --> 00:21:07.616
I'd run them into the ground.

00:21:08.137 --> 00:21:10.239
They just wanted a little manual therapy

00:21:10.318 --> 00:21:12.820
to be delivered so that they could stay

00:21:12.881 --> 00:21:14.362
fresh and they could stay into it,

00:21:14.402 --> 00:21:14.622
you know?

00:21:15.382 --> 00:21:17.423
I just think we could look at what

00:21:17.462 --> 00:21:19.064
we do best as an individual,

00:21:19.124 --> 00:21:20.444
not we the profession,

00:21:21.086 --> 00:21:22.866
we as in Tony Meritato.

00:21:23.903 --> 00:21:26.585
where do i optimize my efficiency how do

00:21:26.664 --> 00:21:29.047
i deliver the value who is the sliver

00:21:29.186 --> 00:21:31.328
of the demographic that i can serve best

00:21:32.049 --> 00:21:35.551
make my business around that as opposed to

00:21:35.593 --> 00:21:37.493
saying hey i'm a physical therapist i do

00:21:37.534 --> 00:21:40.115
it all let's see where you know where

00:21:40.175 --> 00:21:42.057
the future takes me

00:21:42.946 --> 00:21:44.487
Do you know where the great manual

00:21:44.507 --> 00:21:46.468
therapist would set up shop right next to

00:21:46.508 --> 00:21:48.189
Tony's clinic and Tony would love it.

00:21:48.608 --> 00:21:49.088
Right.

00:21:49.108 --> 00:21:50.048
Great.

00:21:50.429 --> 00:21:51.348
You do that.

00:21:51.469 --> 00:21:52.109
You win.

00:21:52.490 --> 00:21:53.509
If you like that,

00:21:53.630 --> 00:21:54.450
you're going to hate me.

00:21:55.351 --> 00:21:55.911
And if you hate me,

00:21:55.931 --> 00:21:56.570
you're going to love that.

00:21:57.050 --> 00:21:57.631
And you just say,

00:21:57.691 --> 00:21:58.451
this is what it is,

00:21:58.751 --> 00:21:59.531
but you can't really.

00:21:59.832 --> 00:22:01.412
So then the, the, the, the,

00:22:01.511 --> 00:22:02.192
I'm using air quotes here.

00:22:02.232 --> 00:22:03.732
The smart business man says, I'm going to,

00:22:03.792 --> 00:22:04.153
again,

00:22:04.212 --> 00:22:05.413
I'm going to put both of them together

00:22:05.473 --> 00:22:06.534
and then you lose again.

00:22:07.294 --> 00:22:09.555
This is a lot like Rory Sutherland's flat

00:22:09.575 --> 00:22:10.275
white or fuck off.

00:22:12.028 --> 00:22:15.308
which is a type of coffee, I guess,

00:22:15.409 --> 00:22:16.349
flat white or fuck off.

00:22:16.890 --> 00:22:18.651
It's a type of coffee over in England.

00:22:19.010 --> 00:22:20.872
And their whole business model is

00:22:21.852 --> 00:22:23.132
non-customization,

00:22:23.353 --> 00:22:25.512
the non-customization of coffee orders,

00:22:26.054 --> 00:22:28.954
because they're built on you drink this,

00:22:29.134 --> 00:22:30.075
this is all we make,

00:22:30.134 --> 00:22:31.615
but we make this the best.

00:22:32.316 --> 00:22:34.317
And if you want anything else, go away.

00:22:35.782 --> 00:22:38.366
I was trying to flip my camera around.

00:22:38.426 --> 00:22:39.449
I know you can't see it,

00:22:39.509 --> 00:22:41.672
but straight across the street,

00:22:41.751 --> 00:22:42.772
there's a plaza.

00:22:43.314 --> 00:22:44.756
Anytime Fitness is there,

00:22:44.875 --> 00:22:46.077
NovaCare is there.

00:22:46.638 --> 00:22:47.961
A mile up the road,

00:22:48.040 --> 00:22:50.203
the hospital-based outpatient clinic is

00:22:50.243 --> 00:22:50.463
there.

00:22:51.144 --> 00:22:53.066
Somebody comes to me with an order for

00:22:53.105 --> 00:22:53.906
dry needling.

00:22:54.426 --> 00:22:55.567
I've got just the place.

00:22:55.607 --> 00:22:57.128
Go straight across the street.

00:22:57.568 --> 00:22:58.950
They will take care of you.

00:22:59.510 --> 00:23:00.830
I don't do dry needling.

00:23:00.951 --> 00:23:01.251
You know,

00:23:01.352 --> 00:23:02.712
I don't do a lot of that.

00:23:02.893 --> 00:23:05.173
I don't do high velocity manipulations.

00:23:05.193 --> 00:23:07.115
We have a chiropractor two doors down.

00:23:07.836 --> 00:23:08.737
Go see him.

00:23:09.576 --> 00:23:13.038
We optimize for efficiency and we optimize

00:23:13.259 --> 00:23:16.201
the intake for patients who want

00:23:16.382 --> 00:23:16.922
efficiency.

00:23:17.974 --> 00:23:18.276
All right,

00:23:18.296 --> 00:23:19.375
let's play the three hundred and sixty

00:23:19.415 --> 00:23:20.136
degree game then,

00:23:20.217 --> 00:23:21.436
because now I'm starting to go.

00:23:22.718 --> 00:23:24.459
There's two sides to the health care coin.

00:23:25.098 --> 00:23:26.559
What does that do to your operations,

00:23:26.599 --> 00:23:26.799
though?

00:23:26.819 --> 00:23:28.800
Because you don't need to hire a person

00:23:28.820 --> 00:23:30.142
who can do thirty two things.

00:23:30.561 --> 00:23:32.502
That person doesn't need to do thirty two

00:23:32.522 --> 00:23:32.903
things.

00:23:33.523 --> 00:23:35.944
That person knows what to expect when they

00:23:35.964 --> 00:23:36.765
walk in the door.

00:23:37.266 --> 00:23:38.926
And as much as we want variety,

00:23:39.207 --> 00:23:40.166
I ran a radio station.

00:23:40.426 --> 00:23:41.548
We played two hundred songs.

00:23:42.588 --> 00:23:43.949
When we played five hundred songs,

00:23:43.969 --> 00:23:44.670
we got complaints.

00:23:45.599 --> 00:23:46.760
I don't like those extra three hundred.

00:23:47.300 --> 00:23:47.421
So.

00:23:47.980 --> 00:23:50.201
So is this also a cure for hiring

00:23:50.321 --> 00:23:51.362
or is I wouldn't say a cure?

00:23:51.461 --> 00:23:54.002
Is this also something that helps with

00:23:54.022 --> 00:23:54.364
hiring?

00:23:54.403 --> 00:23:56.463
Because now you know who to hire.

00:23:56.984 --> 00:23:57.345
That's right.

00:23:57.404 --> 00:23:58.224
It's easier to find.

00:23:58.244 --> 00:23:58.964
Do you like this?

00:23:59.066 --> 00:23:59.346
Yes.

00:23:59.445 --> 00:24:00.105
Then you're going to love it here.

00:24:00.145 --> 00:24:00.665
Do you like this?

00:24:00.766 --> 00:24:00.965
No.

00:24:01.165 --> 00:24:02.926
And there's no fit here.

00:24:03.267 --> 00:24:03.807
Does it help?

00:24:03.886 --> 00:24:04.928
It must help on the other end.

00:24:05.689 --> 00:24:08.570
I think it helps with buying equipment

00:24:08.830 --> 00:24:10.412
because I know exactly what equipment I

00:24:10.451 --> 00:24:10.652
need.

00:24:11.071 --> 00:24:12.333
When I open a new clinic,

00:24:12.633 --> 00:24:14.213
I plug in the same machines,

00:24:14.273 --> 00:24:15.755
I plug in the same equipment.

00:24:16.695 --> 00:24:18.477
It helps with hiring because I know the

00:24:18.517 --> 00:24:20.817
culture and the values of the person that

00:24:20.858 --> 00:24:21.778
I'm trying to hire.

00:24:21.818 --> 00:24:23.880
I'm not trying to hire an artist.

00:24:24.421 --> 00:24:26.461
I'm not trying to hire somebody who's

00:24:26.501 --> 00:24:28.863
creating a unique experience every single

00:24:28.903 --> 00:24:29.183
time.

00:24:29.884 --> 00:24:32.267
I want to hire somebody who's comfortable

00:24:32.606 --> 00:24:34.588
following a basic recipe that has been

00:24:34.628 --> 00:24:36.131
proven to be successful.

00:24:36.830 --> 00:24:39.713
Now, ironically, I am not that person.

00:24:40.035 --> 00:24:42.176
I would be a terrible new hire for

00:24:42.237 --> 00:24:45.079
my business because I'm not comfortable

00:24:45.140 --> 00:24:46.121
doing the same thing.

00:24:46.181 --> 00:24:48.143
I'm not comfortable following a recipe.

00:24:48.282 --> 00:24:49.044
I would rather...

00:24:51.161 --> 00:24:53.001
But as the business owner,

00:24:53.622 --> 00:24:56.242
I can build the business and then bring

00:24:56.303 --> 00:24:58.064
in the people who say, yeah,

00:24:58.183 --> 00:25:02.365
I love the structure because that gives me

00:25:02.385 --> 00:25:04.207
the freedom as an employee,

00:25:04.586 --> 00:25:06.728
that gives me the freedom to connect with

00:25:06.788 --> 00:25:07.448
my patients.

00:25:08.008 --> 00:25:09.288
I don't have to think about what I'm

00:25:09.328 --> 00:25:10.189
doing clinically.

00:25:10.249 --> 00:25:12.549
I don't have to think about the systems

00:25:12.609 --> 00:25:15.192
and all the other stuff that's already

00:25:15.211 --> 00:25:16.531
been operationalized.

00:25:17.071 --> 00:25:19.113
I can just focus on my human to

00:25:19.153 --> 00:25:20.354
human relationship.

00:25:21.421 --> 00:25:24.042
So if you're a person that you realize

00:25:24.063 --> 00:25:25.565
it doesn't really matter whether you do

00:25:25.605 --> 00:25:27.346
three sets of this or ten sets of

00:25:27.365 --> 00:25:28.586
that or two sets of this,

00:25:29.548 --> 00:25:31.788
you just realize the soft skills,

00:25:31.848 --> 00:25:34.330
the communication, the connection,

00:25:34.371 --> 00:25:36.333
that patient-therapist alliance,

00:25:36.953 --> 00:25:37.894
that's what's important.

00:25:37.953 --> 00:25:39.955
That's what you can focus on because

00:25:39.996 --> 00:25:42.637
everything else has been operationalized

00:25:42.738 --> 00:25:42.877
out.

00:25:42.938 --> 00:25:44.519
Gosh,

00:25:45.160 --> 00:25:47.682
I didn't think this would get this deep.

00:25:51.323 --> 00:25:52.663
Trying to figure out which direction to...

00:25:52.804 --> 00:25:56.246
Yeah, I think Thor only had one weapon.

00:25:56.266 --> 00:25:57.006
It was a hammer.

00:25:58.346 --> 00:26:00.008
And that's how he used it, right?

00:26:00.147 --> 00:26:01.308
We're trying to be... I mean,

00:26:01.548 --> 00:26:02.489
it even fits, right?

00:26:02.568 --> 00:26:04.450
Everything's another tool in my toolbox,

00:26:04.931 --> 00:26:05.191
right?

00:26:05.631 --> 00:26:06.491
Then someone would argue, well,

00:26:06.511 --> 00:26:07.451
eventually he had an axe.

00:26:07.491 --> 00:26:07.912
I go, yeah,

00:26:07.951 --> 00:26:09.032
and he stopped using the hammer.

00:26:09.373 --> 00:26:10.614
The hammer went to someone else.

00:26:14.496 --> 00:26:19.597
So let's take this into the Ohio Physical

00:26:19.637 --> 00:26:21.459
Therapy Association event this past

00:26:21.499 --> 00:26:21.878
weekend.

00:26:22.439 --> 00:26:25.279
You know, I came up, connected with you.

00:26:25.460 --> 00:26:27.221
You introduced me to a couple people.

00:26:27.621 --> 00:26:30.021
They introduced me to ideas and concepts

00:26:30.041 --> 00:26:32.522
that they had had that I had never

00:26:32.583 --> 00:26:34.923
heard them share on social media.

00:26:35.503 --> 00:26:36.924
That I was like, yeah,

00:26:36.944 --> 00:26:39.646
we're actually closer on these ideas.

00:26:40.186 --> 00:26:40.567
You know,

00:26:40.928 --> 00:26:43.769
the profession fundamentally probably has

00:26:43.789 --> 00:26:44.430
to change.

00:26:45.010 --> 00:26:46.711
How is it going to change?

00:26:47.192 --> 00:26:48.692
Are you going to be part of that

00:26:48.732 --> 00:26:49.134
change?

00:26:49.173 --> 00:26:49.314
Like,

00:26:49.354 --> 00:26:50.875
do you want to still be in the

00:26:50.914 --> 00:26:52.675
profession if it goes this direction

00:26:52.715 --> 00:26:54.037
versus this direction?

00:26:54.877 --> 00:26:58.099
And these are voices in the organization

00:26:58.200 --> 00:27:00.402
that I never in a million years would

00:27:00.442 --> 00:27:01.903
have thought that they were thinking this

00:27:01.942 --> 00:27:02.143
way.

00:27:02.642 --> 00:27:04.423
this is sort of what i'm screaming about

00:27:04.462 --> 00:27:05.983
which is why i'm like every chapter not

00:27:06.023 --> 00:27:09.105
having a podcast confuses me right now and

00:27:09.165 --> 00:27:10.326
he but here's why you and i know

00:27:10.366 --> 00:27:13.208
why they'll go into a meeting and sort

00:27:13.248 --> 00:27:15.529
of write i guess rightfully so i don't

00:27:15.549 --> 00:27:18.851
know maybe wrongfully so what are we gonna

00:27:18.892 --> 00:27:20.673
say we're just gonna hand a microphone to

00:27:20.692 --> 00:27:23.394
a bunch of people we don't have enough

00:27:23.453 --> 00:27:25.634
trust for that and somebody a long time

00:27:25.674 --> 00:27:26.276
ago taught me

00:27:28.815 --> 00:27:32.037
You give trust to strangers every day when

00:27:32.057 --> 00:27:33.116
you drive on the highway.

00:27:33.136 --> 00:27:35.018
You drive towards someone and you trust

00:27:35.077 --> 00:27:35.739
they're not going to swear.

00:27:35.798 --> 00:27:36.578
You don't know that guy.

00:27:36.598 --> 00:27:37.599
You don't know that girl.

00:27:37.880 --> 00:27:38.861
But you trust that they're not going to

00:27:38.881 --> 00:27:39.201
do that.

00:27:39.441 --> 00:27:40.642
But you're nervous that they're going to

00:27:40.662 --> 00:27:41.682
say something.

00:27:41.821 --> 00:27:42.222
And then I say,

00:27:42.522 --> 00:27:43.784
you put a disclaimer at the beginning and

00:27:43.804 --> 00:27:44.044
the end.

00:27:44.064 --> 00:27:44.483
And you say,

00:27:44.683 --> 00:27:47.826
the thoughts and ideas from this do not

00:27:47.865 --> 00:27:49.207
represent the organization.

00:27:49.666 --> 00:27:52.868
It's the views of the speaker.

00:27:53.128 --> 00:27:54.349
Because I think the answers are in the

00:27:54.390 --> 00:27:54.589
room.

00:27:56.910 --> 00:27:57.711
Um,

00:27:57.730 --> 00:27:59.432
interesting that I'm glad you got to meet

00:27:59.451 --> 00:28:00.373
Drew Contreras.

00:28:00.932 --> 00:28:02.134
He's a VP of something.

00:28:02.153 --> 00:28:03.255
I can't remember what his title is.

00:28:03.994 --> 00:28:05.316
Former military PT.

00:28:05.715 --> 00:28:06.876
I would have loved for you to see

00:28:06.916 --> 00:28:07.698
his story,

00:28:08.377 --> 00:28:09.858
but you can figure it out in ten

00:28:09.919 --> 00:28:10.219
minutes.

00:28:10.380 --> 00:28:11.760
Drew's a no bull guy.

00:28:12.080 --> 00:28:13.261
He's going to tell you exactly how it

00:28:13.321 --> 00:28:13.481
is.

00:28:13.801 --> 00:28:15.603
His ninety minute presentation or hour

00:28:15.643 --> 00:28:18.224
long presentation before that you met him

00:28:18.265 --> 00:28:20.626
that day essentially said adapt or die.

00:28:21.166 --> 00:28:22.008
And I know that a lot of people

00:28:22.048 --> 00:28:24.651
in this room are holding on emotionally to

00:28:24.691 --> 00:28:26.432
what PT was or what they want it

00:28:26.472 --> 00:28:26.813
to be.

00:28:27.114 --> 00:28:28.654
And those people are going to be really

00:28:28.714 --> 00:28:30.778
pissed, not in twenty years,

00:28:31.117 --> 00:28:33.359
not in ten years, in three years,

00:28:33.701 --> 00:28:34.741
in a year and a half,

00:28:35.162 --> 00:28:38.205
because change is coming quickly.

00:28:39.010 --> 00:28:39.571
Yeah.

00:28:39.612 --> 00:28:39.771
Now,

00:28:39.811 --> 00:28:41.953
wasn't he I thought I saw an interview

00:28:42.013 --> 00:28:42.713
with him,

00:28:43.154 --> 00:28:45.777
you and he that he was like the

00:28:46.037 --> 00:28:47.218
innovation.

00:28:47.298 --> 00:28:48.900
Yeah, that's like his he's like, oh,

00:28:49.359 --> 00:28:49.820
I'll look it up.

00:28:49.861 --> 00:28:50.480
But yeah,

00:28:50.520 --> 00:28:52.042
he's essentially the guy that they need.

00:28:53.213 --> 00:28:54.775
looking, thinking,

00:28:54.894 --> 00:28:56.915
and talking about the thing that's just

00:28:56.996 --> 00:28:57.557
over the horizon,

00:28:57.576 --> 00:28:58.616
the thing that's going to get you.

00:29:00.077 --> 00:29:01.159
It's not the thing in front of you.

00:29:01.239 --> 00:29:02.460
It's the thing behind the thing in front

00:29:02.480 --> 00:29:03.519
of you that you're not expecting.

00:29:03.780 --> 00:29:05.321
So that's sort of what, yeah,

00:29:05.422 --> 00:29:06.561
that's Drew's purview.

00:29:06.903 --> 00:29:08.343
His purview is the future.

00:29:08.923 --> 00:29:09.903
It's like, good luck, Drew.

00:29:10.105 --> 00:29:11.806
Make sure everybody knows about the future

00:29:11.846 --> 00:29:12.865
of what's coming next.

00:29:12.885 --> 00:29:13.926
He's got to look at all of it.

00:29:15.515 --> 00:29:18.520
Yeah, so it was a great event.

00:29:20.164 --> 00:29:21.207
What was your takeaway?

00:29:21.227 --> 00:29:22.469
Because I know you did stuff with

00:29:22.549 --> 00:29:23.151
students.

00:29:24.048 --> 00:29:25.909
Obviously, students are the future.

00:29:26.608 --> 00:29:28.309
What was your perspective?

00:29:28.349 --> 00:29:28.630
You know,

00:29:28.670 --> 00:29:30.670
what were questions the students may have

00:29:30.710 --> 00:29:31.391
been asking?

00:29:31.451 --> 00:29:33.451
Yeah, not not a lot of questions.

00:29:33.471 --> 00:29:34.971
So I did like a mixer where the

00:29:35.011 --> 00:29:39.433
goal was get students to sit at a

00:29:39.493 --> 00:29:40.614
table based on their interest,

00:29:40.693 --> 00:29:42.154
orthopedics, geriatrics, pediatrics.

00:29:42.214 --> 00:29:43.934
And then we bring in clinicians to sort

00:29:43.974 --> 00:29:44.855
of sit with them and say,

00:29:45.215 --> 00:29:46.076
what do you got for me?

00:29:46.336 --> 00:29:47.636
The ironic part is they don't know what

00:29:47.656 --> 00:29:48.317
to ask yet.

00:29:48.836 --> 00:29:49.458
They're students.

00:29:50.157 --> 00:29:51.479
Most of them at that point hadn't even

00:29:51.499 --> 00:29:52.640
done a clinical experience.

00:29:53.101 --> 00:29:55.643
So they're the worst person to ask.

00:29:55.702 --> 00:29:57.304
You can't ask the drowning person what

00:29:57.344 --> 00:29:57.805
they need.

00:29:58.384 --> 00:29:59.586
They want a great career.

00:29:59.846 --> 00:30:01.007
I want to not drown.

00:30:01.146 --> 00:30:02.689
I want to make enough money to survive

00:30:02.729 --> 00:30:03.588
and like what I do.

00:30:03.608 --> 00:30:04.349
All right,

00:30:04.390 --> 00:30:05.411
let me know how to help you.

00:30:05.790 --> 00:30:06.471
I think it's the...

00:30:08.055 --> 00:30:09.076
I think it's two different people.

00:30:09.375 --> 00:30:11.198
It's people before they come to PT school.

00:30:11.617 --> 00:30:12.880
What do you think this is gonna be

00:30:12.940 --> 00:30:13.220
like?

00:30:14.361 --> 00:30:15.622
Don't shadow to win.

00:30:15.781 --> 00:30:16.843
Don't shadow to get hours.

00:30:18.223 --> 00:30:20.306
Shadow to not wanna come into the

00:30:20.346 --> 00:30:21.827
profession in a good way.

00:30:21.867 --> 00:30:23.348
Like let's weed you out in a good

00:30:23.368 --> 00:30:23.548
way.

00:30:23.950 --> 00:30:24.931
And then the people who need the most

00:30:24.990 --> 00:30:28.173
help, dude,

00:30:28.273 --> 00:30:30.375
the new car smell gets off of you

00:30:30.415 --> 00:30:31.236
in about eight months.

00:30:32.019 --> 00:30:33.280
I think, after graduation.

00:30:33.601 --> 00:30:35.722
So the people eight months to two years,

00:30:35.843 --> 00:30:37.183
will we see a drop-off?

00:30:37.384 --> 00:30:38.964
Three years, that magic three years.

00:30:39.484 --> 00:30:40.346
Eight months to three years.

00:30:40.546 --> 00:30:41.767
Those are the people in the room,

00:30:41.967 --> 00:30:43.188
but most of the time they're not in

00:30:43.208 --> 00:30:44.868
the room because they're too busy doing,

00:30:45.148 --> 00:30:46.150
don't have enough money to go to an

00:30:46.190 --> 00:30:46.990
APTA event,

00:30:47.490 --> 00:30:49.152
but they're going to cost the company's

00:30:49.271 --> 00:30:50.913
money because you're going to hire them

00:30:50.932 --> 00:30:53.094
and lose them in less than a year

00:30:53.114 --> 00:30:53.515
and a half.

00:30:53.855 --> 00:30:55.076
And the profession's going to be net

00:30:55.135 --> 00:30:56.997
negative because you're going to keep

00:30:57.037 --> 00:30:57.636
bleeding PTs.

00:30:57.917 --> 00:31:00.098
So I think students might be the worst

00:31:00.159 --> 00:31:01.059
room to talk to.

00:31:01.079 --> 00:31:01.319
Absolutely.

00:31:02.017 --> 00:31:03.336
Or you're not going to get what you

00:31:03.396 --> 00:31:04.076
think it is.

00:31:04.577 --> 00:31:05.837
They don't know what to ask you.

00:31:06.518 --> 00:31:07.958
I remember they want to make you a

00:31:07.998 --> 00:31:09.198
bunch of man on the street interviews.

00:31:09.317 --> 00:31:09.959
It was my idea.

00:31:10.078 --> 00:31:11.159
I was like, let's interview students.

00:31:11.199 --> 00:31:12.598
And then I realized like five questions

00:31:12.699 --> 00:31:14.038
in, they didn't have any good answers.

00:31:14.058 --> 00:31:15.980
They didn't have anything to answer yet.

00:31:16.099 --> 00:31:17.220
They're just, you know,

00:31:17.279 --> 00:31:18.319
what do you like about school?

00:31:18.420 --> 00:31:18.980
I love learning.

00:31:19.039 --> 00:31:19.820
I love my classmates.

00:31:20.181 --> 00:31:20.421
Okay.

00:31:20.621 --> 00:31:21.181
That's nothing.

00:31:21.461 --> 00:31:22.461
No one's going to win on that.

00:31:22.820 --> 00:31:24.561
But so I couldn't get anything great out

00:31:24.602 --> 00:31:26.402
of them.

00:31:26.422 --> 00:31:27.241
Uh, Bo's here.

00:31:27.301 --> 00:31:28.422
Steven Dunn's here.

00:31:28.461 --> 00:31:29.583
Ben Galen's here.

00:31:29.823 --> 00:31:30.702
Welcome guys.

00:31:31.522 --> 00:31:31.682
Um,

00:31:32.864 --> 00:31:34.165
have you guys done an episode?

00:31:34.686 --> 00:31:36.810
What would you advise someone considering

00:31:36.851 --> 00:31:38.693
applying to PT school or PA?

00:31:39.094 --> 00:31:39.634
So can I jump,

00:31:39.654 --> 00:31:40.175
let me jump in on this.

00:31:40.517 --> 00:31:40.777
Really?

00:31:41.038 --> 00:31:41.238
All right.

00:31:41.278 --> 00:31:41.999
So, so,

00:31:43.547 --> 00:31:45.788
The idea here is I see a lot

00:31:45.807 --> 00:31:47.669
of Facebook group interactions.

00:31:48.249 --> 00:31:50.930
Someone comes in, my mother's, neighbor's,

00:31:50.990 --> 00:31:52.230
sister's, brother's, cousin's,

00:31:52.270 --> 00:31:54.751
boyfriend's kid wants to be a PT.

00:31:55.071 --> 00:31:56.492
Where would you want them to go?

00:31:56.573 --> 00:31:57.792
What schools are good?

00:31:58.113 --> 00:31:59.334
And then a flood of people say,

00:31:59.374 --> 00:32:01.134
go be a PA, go be a nurse,

00:32:01.174 --> 00:32:02.255
go be an architect,

00:32:02.315 --> 00:32:03.736
go be a train conductor,

00:32:04.155 --> 00:32:05.817
do anything except be a PT,

00:32:05.916 --> 00:32:06.277
except

00:32:07.471 --> 00:32:09.513
that person wants to do like be a

00:32:09.933 --> 00:32:11.595
be a pa i get it it's like

00:32:11.615 --> 00:32:12.855
well i want to be a medical it's

00:32:12.875 --> 00:32:14.798
like my man me with a scalpel and

00:32:14.837 --> 00:32:16.939
blood not going to happen that's one thing

00:32:16.959 --> 00:32:19.221
that i liked about pt the skin's usually

00:32:19.260 --> 00:32:22.784
closed so i think this like what would

00:32:22.804 --> 00:32:24.325
i advise someone considering applying to

00:32:24.365 --> 00:32:27.446
pt school versus other careers do it just

00:32:27.507 --> 00:32:29.868
like you talked about with dominoes i know

00:32:29.909 --> 00:32:31.190
i need a career it means i need

00:32:31.210 --> 00:32:32.751
a pizza or i need to eat something

00:32:33.152 --> 00:32:34.032
what do i value

00:32:34.932 --> 00:32:35.951
A Wagyu steak,

00:32:36.512 --> 00:32:38.032
that might be medical school.

00:32:38.053 --> 00:32:39.314
It's going to be super expensive,

00:32:39.374 --> 00:32:41.555
but you're going to get exactly what you

00:32:41.595 --> 00:32:42.234
think you're getting.

00:32:44.435 --> 00:32:45.936
I think it goes back to the person

00:32:46.436 --> 00:32:48.438
because many people would not be a good

00:32:48.478 --> 00:32:49.979
PA who are great PTs.

00:32:50.239 --> 00:32:51.880
And it's not that you're not smart or

00:32:51.920 --> 00:32:52.900
can't do or that.

00:32:53.160 --> 00:32:55.320
So I think there's some sort of logical

00:32:55.361 --> 00:32:56.000
fallacy here.

00:32:56.020 --> 00:32:56.842
I just don't know what it is.

00:32:57.576 --> 00:33:00.059
Yeah, I've always found myself saying,

00:33:00.099 --> 00:33:00.420
you know,

00:33:00.641 --> 00:33:02.663
I have to understand your personality.

00:33:02.742 --> 00:33:06.548
Like a PA effectively is kind of the

00:33:06.587 --> 00:33:07.188
technician.

00:33:07.208 --> 00:33:08.609
They're the ones in there doing it,

00:33:08.650 --> 00:33:10.873
that you have to be the person who

00:33:10.972 --> 00:33:12.954
wants a job, who wants to go in,

00:33:12.974 --> 00:33:14.457
who wants to clock in, clock out,

00:33:14.938 --> 00:33:15.759
do the job,

00:33:15.818 --> 00:33:17.140
do the best job you can do.

00:33:17.901 --> 00:33:19.962
But be comfortable in that role.

00:33:20.624 --> 00:33:22.125
I would never be a good PA.

00:33:22.625 --> 00:33:24.527
I would never be a good physical therapist

00:33:24.567 --> 00:33:25.067
assistant.

00:33:25.127 --> 00:33:27.390
I would never be good at a lot

00:33:27.430 --> 00:33:28.730
of those positions.

00:33:29.310 --> 00:33:30.592
You can make plenty of money,

00:33:31.173 --> 00:33:34.276
but I wouldn't feel good not controlling

00:33:34.596 --> 00:33:36.116
more aspects of my life.

00:33:36.417 --> 00:33:36.597
Right.

00:33:36.718 --> 00:33:37.538
There are plenty of people.

00:33:37.598 --> 00:33:39.903
I look at my four boys and I

00:33:39.942 --> 00:33:41.525
can see two of them who would be

00:33:41.605 --> 00:33:43.628
very comfortable with some sort of

00:33:43.689 --> 00:33:46.113
occupation where you go, you clock in,

00:33:46.133 --> 00:33:47.515
you do your job to the best of

00:33:47.535 --> 00:33:48.036
your ability,

00:33:48.056 --> 00:33:49.999
you clock out and you enjoy the rest

00:33:50.038 --> 00:33:51.180
of the time off.

00:33:51.788 --> 00:33:54.031
My other two boys are more kind of

00:33:54.092 --> 00:33:55.835
in line with me where they have to

00:33:55.875 --> 00:33:58.759
be creating and changing and influencing

00:33:58.778 --> 00:33:59.439
and affecting,

00:33:59.500 --> 00:34:01.501
and they don't care about the nine to

00:34:01.521 --> 00:34:01.762
five.

00:34:02.042 --> 00:34:03.845
They don't mind working at two and three

00:34:03.865 --> 00:34:05.346
in the morning and thinking about new

00:34:05.387 --> 00:34:06.769
things and, you know,

00:34:07.659 --> 00:34:09.440
That's where they get their fulfillment.

00:34:10.181 --> 00:34:12.123
I'm not saying follow your passion.

00:34:12.382 --> 00:34:13.764
I'm not suggesting that,

00:34:14.204 --> 00:34:16.726
but I am suggesting understand your

00:34:16.766 --> 00:34:18.088
strengths and weaknesses,

00:34:18.168 --> 00:34:19.929
understand your personality and your

00:34:19.969 --> 00:34:21.610
desires and, you know,

00:34:21.670 --> 00:34:23.693
structure what you're going to do based on

00:34:23.733 --> 00:34:23.913
that.

00:34:24.594 --> 00:34:24.974
Last thing,

00:34:25.054 --> 00:34:26.594
my thirteen year old loves to cook.

00:34:27.356 --> 00:34:30.257
We had a chef in here the other

00:34:30.297 --> 00:34:30.777
day.

00:34:31.197 --> 00:34:32.478
We were talking about it,

00:34:32.518 --> 00:34:34.719
and I've said this a bunch.

00:34:34.760 --> 00:34:35.480
I tell him, look,

00:34:35.699 --> 00:34:37.141
cook because you want to cook.

00:34:37.201 --> 00:34:38.800
Don't cook because you have to cook.

00:34:39.181 --> 00:34:40.481
When you have to cook,

00:34:40.501 --> 00:34:41.663
when you have to show up,

00:34:41.702 --> 00:34:43.324
when you have to do the things that

00:34:43.684 --> 00:34:45.143
maybe that day you don't want to do,

00:34:45.204 --> 00:34:47.786
you quickly hate that thing that you used

00:34:47.826 --> 00:34:48.326
to love.

00:34:49.206 --> 00:34:51.567
If I had to come in and treat

00:34:51.606 --> 00:34:53.407
people and put on a smile no matter

00:34:53.467 --> 00:34:54.528
what every single day,

00:34:55.757 --> 00:34:58.420
it becomes something you don't enjoy as

00:34:58.500 --> 00:34:59.159
much anymore.

00:34:59.561 --> 00:35:01.601
This is a deeper comment than it might

00:35:01.621 --> 00:35:01.981
appear.

00:35:02.101 --> 00:35:02.762
Do you know the book,

00:35:02.802 --> 00:35:03.623
Who Moved My Cheese?

00:35:03.862 --> 00:35:04.463
Yeah, yeah.

00:35:04.784 --> 00:35:06.005
Yeah, so this is a good comment,

00:35:06.224 --> 00:35:08.186
as always, from Ben, which is,

00:35:09.206 --> 00:35:10.807
and I read Who Moved My Cheese a

00:35:10.847 --> 00:35:13.809
long time ago, I think in undergrad.

00:35:13.829 --> 00:35:14.909
But the idea there is like,

00:35:15.110 --> 00:35:16.771
what avatar are you?

00:35:17.032 --> 00:35:19.172
Are you someone who changes quickly,

00:35:19.672 --> 00:35:21.333
bitches and moans and does nothing,

00:35:21.393 --> 00:35:22.934
or bitches and moans and eventually does

00:35:22.994 --> 00:35:23.376
the thing?

00:35:24.605 --> 00:35:26.226
This is a reason why I left radio

00:35:26.847 --> 00:35:28.971
is radio is very traditional.

00:35:29.251 --> 00:35:30.773
We said we lied.

00:35:31.929 --> 00:35:32.909
and said, we're very edgy.

00:35:32.949 --> 00:35:34.550
Look on the air, we do crazy things.

00:35:34.610 --> 00:35:35.831
We did the same stuff, but we just,

00:35:36.190 --> 00:35:37.070
we coded it with paint.

00:35:37.550 --> 00:35:39.152
I was in radio to do different stuff

00:35:39.291 --> 00:35:39.791
every day.

00:35:39.831 --> 00:35:40.472
That's why I was there.

00:35:40.693 --> 00:35:42.432
And I was in the perfect position to

00:35:42.472 --> 00:35:42.713
do it.

00:35:42.793 --> 00:35:46.255
My boss loved me playing first base in

00:35:46.335 --> 00:35:46.735
radio.

00:35:46.835 --> 00:35:48.655
My job was to do the weird stuff

00:35:48.675 --> 00:35:49.036
every day.

00:35:49.275 --> 00:35:50.677
I was comfortable with the uncomfortable.

00:35:51.217 --> 00:35:52.617
The problem was as an industry,

00:35:52.938 --> 00:35:54.338
when the smartphone showed up,

00:35:54.759 --> 00:35:55.179
radio

00:35:56.532 --> 00:35:58.793
hawed hemmed and hawed or maybe they

00:35:58.853 --> 00:36:00.855
hemmed they just they just sat still they

00:36:00.875 --> 00:36:03.096
were like i'm done like we're we're just

00:36:03.115 --> 00:36:04.577
gonna triple we're gonna we're gonna

00:36:04.617 --> 00:36:07.458
quadruple down i'm a thing we're known for

00:36:07.778 --> 00:36:08.759
and now a lot of those dudes don't

00:36:08.798 --> 00:36:12.800
have jobs i'm i'm thinking of big large

00:36:12.840 --> 00:36:14.782
pt practices because my in my mind i

00:36:14.802 --> 00:36:16.682
either go work for a technology company

00:36:17.704 --> 00:36:19.844
that touches health care hopefully pt

00:36:19.864 --> 00:36:22.286
because i love you guys or a practice

00:36:22.306 --> 00:36:23.266
that touches patients

00:36:24.650 --> 00:36:26.271
but I probably need to look for one

00:36:26.311 --> 00:36:27.813
of them that is like, we will,

00:36:27.992 --> 00:36:29.793
the role for me is we will give

00:36:29.833 --> 00:36:31.896
you a task and give you latitude to

00:36:31.936 --> 00:36:34.757
do weird stuff and poke and prod and

00:36:34.777 --> 00:36:36.780
test until we find an answer.

00:36:37.159 --> 00:36:38.481
Or do you just need me to make

00:36:38.501 --> 00:36:39.202
funny videos?

00:36:39.601 --> 00:36:41.264
Cause that I'm going to be bored.

00:36:41.284 --> 00:36:42.184
I can do that for three months,

00:36:42.204 --> 00:36:42.965
but then I'm going to be bored.

00:36:43.626 --> 00:36:44.045
Yeah.

00:36:45.806 --> 00:36:46.686
One conversation,

00:36:46.806 --> 00:36:49.170
I don't know if you're up for saying

00:36:49.269 --> 00:36:51.733
who kind of the main headline sponsor was

00:36:51.773 --> 00:36:52.014
there.

00:36:52.414 --> 00:36:53.414
Yeah.

00:36:53.434 --> 00:36:53.976
Can we say it?

00:36:54.476 --> 00:36:55.398
Who, Spry?

00:36:55.438 --> 00:36:55.797
Yeah.

00:36:55.898 --> 00:36:56.018
Yeah.

00:36:56.726 --> 00:37:00.768
So I met Alex and do you remember

00:37:00.827 --> 00:37:01.668
the other gentleman?

00:37:01.907 --> 00:37:02.248
Lester.

00:37:02.748 --> 00:37:03.047
Lester.

00:37:03.289 --> 00:37:04.789
Lester from Spry.

00:37:06.028 --> 00:37:07.128
Great conversation.

00:37:07.168 --> 00:37:09.969
We talked nonstop for a long time.

00:37:10.710 --> 00:37:12.431
One of the ideas that Lester brought up

00:37:12.471 --> 00:37:15.231
that I thought was really innovative in

00:37:15.271 --> 00:37:16.791
the sense that I never really considered

00:37:16.831 --> 00:37:17.291
it this way.

00:37:18.313 --> 00:37:20.875
A lot of private practice owners are very

00:37:20.914 --> 00:37:22.856
concerned about somebody coming in,

00:37:23.336 --> 00:37:25.898
stealing their intellectual property,

00:37:26.297 --> 00:37:27.398
leaving and either going,

00:37:27.458 --> 00:37:29.340
starting their own business or going to a

00:37:29.400 --> 00:37:31.960
competitor's clinic and bringing all this

00:37:32.001 --> 00:37:32.661
information.

00:37:33.282 --> 00:37:33.661
And, you know,

00:37:34.163 --> 00:37:36.523
I have always thought of that since two

00:37:36.543 --> 00:37:38.184
thousand one when we started down in

00:37:38.204 --> 00:37:38.724
Florida.

00:37:38.864 --> 00:37:40.085
And I've always said that.

00:37:40.686 --> 00:37:41.847
Look, you're here.

00:37:42.286 --> 00:37:43.768
You can learn all of our systems.

00:37:43.807 --> 00:37:45.027
We're a completely open book.

00:37:45.208 --> 00:37:46.889
You can take all of our systems.

00:37:46.909 --> 00:37:49.150
You can go start your own business and

00:37:49.231 --> 00:37:50.170
people have.

00:37:50.791 --> 00:37:52.211
And if you can do it better than

00:37:52.411 --> 00:37:53.432
us, go do it.

00:37:53.552 --> 00:37:54.293
Like, awesome.

00:37:54.333 --> 00:37:55.393
More power to you.

00:37:55.813 --> 00:37:57.295
I'm going to be pissed because I'm going

00:37:57.315 --> 00:37:57.914
to lose money,

00:37:58.494 --> 00:37:59.655
but I'm not going to try to stop

00:37:59.695 --> 00:37:59.936
you.

00:37:59.956 --> 00:38:01.496
Like, that's just the way it is.

00:38:02.317 --> 00:38:03.918
He brought up a really interesting

00:38:03.978 --> 00:38:06.559
perspective on this with electronic

00:38:06.619 --> 00:38:08.300
medical records and technology.

00:38:08.360 --> 00:38:08.981
He's like, look,

00:38:10.054 --> 00:38:11.681
it's one thing for somebody to come in,

00:38:12.264 --> 00:38:14.273
learn your systems, but,

00:38:15.286 --> 00:38:19.248
The technology you choose to use will stay

00:38:19.289 --> 00:38:19.949
with you.

00:38:20.989 --> 00:38:22.650
So even if somebody comes in and learns

00:38:22.670 --> 00:38:24.150
how you do something and then goes

00:38:24.231 --> 00:38:27.333
somewhere else, you have your technology.

00:38:27.353 --> 00:38:29.112
And that technology, to a certain degree,

00:38:29.152 --> 00:38:30.873
is going to protect a lot of those

00:38:31.333 --> 00:38:31.894
systems.

00:38:32.474 --> 00:38:34.635
So we're not a SPRI customer.

00:38:35.275 --> 00:38:37.376
But with our EMR,

00:38:38.297 --> 00:38:40.697
as we automate more and more steps in

00:38:40.737 --> 00:38:41.438
the process,

00:38:42.224 --> 00:38:45.507
that automation creates a moat around our

00:38:45.567 --> 00:38:47.327
business that somebody,

00:38:47.347 --> 00:38:48.507
a new employee who comes in,

00:38:49.047 --> 00:38:50.088
learns how to work for us,

00:38:50.128 --> 00:38:50.829
go somewhere else,

00:38:50.849 --> 00:38:53.951
they can't take the automation with them.

00:38:53.990 --> 00:38:55.231
That's unique to us.

00:38:55.731 --> 00:38:56.751
You can't steal it,

00:38:56.831 --> 00:38:58.132
even if you know about it,

00:38:58.213 --> 00:39:00.733
you have to rebuild it and recreate it.

00:39:01.153 --> 00:39:01.695
So I was like, oh,

00:39:01.755 --> 00:39:04.255
I never really considered the EMR as

00:39:04.675 --> 00:39:07.217
protection against that kind of,

00:39:07.617 --> 00:39:09.719
twenty years ago, everything was on paper,

00:39:10.298 --> 00:39:11.740
You could absolutely come in,

00:39:11.780 --> 00:39:12.762
take our systems,

00:39:12.842 --> 00:39:14.264
bring them somewhere else and roll them

00:39:14.304 --> 00:39:15.065
out the next day.

00:39:15.706 --> 00:39:16.927
Now you can't really do that.

00:39:17.068 --> 00:39:19.831
I never considered EMR companies and I

00:39:19.871 --> 00:39:21.893
don't hear them talking about that enough

00:39:21.934 --> 00:39:22.494
to say, hey,

00:39:22.934 --> 00:39:24.918
this is a level of protection for your

00:39:24.998 --> 00:39:27.240
business that somebody can't walk away

00:39:27.260 --> 00:39:27.900
with tomorrow.

00:39:28.521 --> 00:39:29.043
I, you know,

00:39:29.063 --> 00:39:31.003
I know I go back to comparing things

00:39:31.023 --> 00:39:31.563
to radio,

00:39:31.603 --> 00:39:33.204
but I think you if when you do

00:39:33.224 --> 00:39:33.344
that,

00:39:33.364 --> 00:39:34.626
it sort of makes it easier to look

00:39:34.726 --> 00:39:34.826
at.

00:39:34.865 --> 00:39:36.206
Like when we compare like health care to

00:39:36.246 --> 00:39:37.989
fast food, it's not fast food,

00:39:38.429 --> 00:39:39.989
but you're looking for the elements.

00:39:40.510 --> 00:39:42.170
What was to stop a new radio station

00:39:42.190 --> 00:39:43.112
from coming into Scranton,

00:39:43.132 --> 00:39:45.454
Pennsylvania and playing every playing the

00:39:45.494 --> 00:39:48.615
exact playlist I played one hour later?

00:39:48.675 --> 00:39:48.936
Nothing.

00:39:49.706 --> 00:39:50.027
Nothing.

00:39:50.146 --> 00:39:51.788
They could just, hey, intern,

00:39:52.048 --> 00:39:54.849
write down every song they play and then

00:39:54.949 --> 00:39:56.530
run into the room an hour later and

00:39:56.592 --> 00:39:57.831
hand it to the person on the air

00:39:58.092 --> 00:39:59.112
and they're going to play the songs.

00:39:59.353 --> 00:40:00.574
So it can't be the music.

00:40:00.833 --> 00:40:01.735
It can't be the music.

00:40:01.775 --> 00:40:02.594
It couldn't be that.

00:40:02.996 --> 00:40:04.317
So what's the differentiation?

00:40:05.126 --> 00:40:07.266
My boss was like, you, you dumb idiot.

00:40:07.286 --> 00:40:08.387
I remember being twenty four years old.

00:40:08.766 --> 00:40:09.748
Then what are we better at?

00:40:09.768 --> 00:40:10.527
We just hear longer.

00:40:10.568 --> 00:40:11.927
He's like, you, you dumb idiot.

00:40:12.307 --> 00:40:13.028
I was like, wait, me.

00:40:13.068 --> 00:40:13.289
He's like,

00:40:13.628 --> 00:40:15.088
you're the thing between the thing,

00:40:15.329 --> 00:40:16.710
the thing everybody can copy.

00:40:17.090 --> 00:40:17.329
Right.

00:40:18.010 --> 00:40:19.070
Go to everybody's Web site.

00:40:19.590 --> 00:40:21.351
Go to go to ninety eight percent of

00:40:21.431 --> 00:40:22.771
PT clinics Web sites.

00:40:22.891 --> 00:40:24.032
They're all copying each other.

00:40:24.333 --> 00:40:26.434
Go to ninety nine point nine percent of

00:40:26.454 --> 00:40:28.096
all APTA state chapter websites.

00:40:28.315 --> 00:40:29.717
They're all just when they need a new

00:40:29.757 --> 00:40:30.157
website.

00:40:30.177 --> 00:40:32.237
They just go look at these ten and

00:40:32.277 --> 00:40:34.380
pick the best elements from those ten and

00:40:34.400 --> 00:40:35.561
then smash them together.

00:40:35.860 --> 00:40:37.161
Does it mimic your style?

00:40:37.242 --> 00:40:37.762
Doesn't matter.

00:40:37.942 --> 00:40:39.983
We just don't want to be worse than

00:40:40.023 --> 00:40:41.505
the other ten.

00:40:41.545 --> 00:40:42.485
I think you need to triple down on

00:40:42.505 --> 00:40:43.146
what you're good at.

00:40:43.746 --> 00:40:45.467
Is there anybody that's doing that?

00:40:46.027 --> 00:40:47.048
I feel like physical.

00:40:48.572 --> 00:40:49.813
said they were going to do that.

00:40:49.974 --> 00:40:52.195
Like we are balance and falls.

00:40:52.255 --> 00:40:53.476
We are vestibular.

00:40:53.757 --> 00:40:54.896
But then when you sort of double click,

00:40:54.936 --> 00:40:55.318
they're like,

00:40:55.777 --> 00:40:57.318
that's what they like sort of dangle,

00:40:57.478 --> 00:40:58.440
but then they do everything.

00:40:58.860 --> 00:41:00.860
So like they took a half a step

00:41:00.880 --> 00:41:03.242
towards it, but do they actually deliver?

00:41:03.262 --> 00:41:04.903
Do they say no to people if they're

00:41:04.943 --> 00:41:05.483
not right?

00:41:05.625 --> 00:41:06.644
I don't know if they do.

00:41:06.804 --> 00:41:09.106
Cause you, that's the thing you need to,

00:41:09.126 --> 00:41:11.288
you need to say pissed off the flat

00:41:11.307 --> 00:41:13.130
white or fuck off from Rory Sutherland.

00:41:13.150 --> 00:41:14.751
Do you want a two,

00:41:14.831 --> 00:41:16.112
a two ingredient coffee?

00:41:16.132 --> 00:41:16.652
Yeah.

00:41:16.831 --> 00:41:17.432
Kick rocks.

00:41:17.833 --> 00:41:20.677
The movie Coyote Ugly,

00:41:21.119 --> 00:41:23.302
when someone asked for water in the bar,

00:41:23.322 --> 00:41:25.003
they shot them with a garden hose, right?

00:41:25.023 --> 00:41:25.744
It was like, no.

00:41:26.085 --> 00:41:27.188
Dick's Last Resort,

00:41:27.288 --> 00:41:29.550
you're not here for the service or the

00:41:29.610 --> 00:41:30.032
food.

00:41:30.331 --> 00:41:32.255
You're here for the anti-service.

00:41:32.936 --> 00:41:35.637
I feel like everybody else is in the

00:41:35.717 --> 00:41:36.056
middle,

00:41:36.137 --> 00:41:37.217
and I always call the middle

00:41:37.737 --> 00:41:38.956
mayonnaise-flavored ice cream.

00:41:39.257 --> 00:41:40.056
That's sort of what it is.

00:41:40.077 --> 00:41:41.958
So you're confused why people don't want a

00:41:42.057 --> 00:41:44.697
ton of mayonnaise-flavored ice cream,

00:41:44.898 --> 00:41:46.699
and I'm not confused by that.

00:41:47.059 --> 00:41:47.838
You're not different.

00:41:47.878 --> 00:41:49.179
You say you are, but you're not.

00:41:49.579 --> 00:41:51.420
Unless it is screaming at you in a

00:41:51.460 --> 00:41:53.679
billboard or you walk in and when someone

00:41:53.719 --> 00:41:55.900
drops a weight, the lunk alarm goes off,

00:41:56.280 --> 00:41:57.360
you're not different.

00:41:57.420 --> 00:41:57.840
different.

00:41:58.141 --> 00:42:00.222
Forty five pound plate weighs forty five

00:42:00.262 --> 00:42:02.222
pounds in a in a Planet Fitness or

00:42:02.242 --> 00:42:04.003
in a Gold's Gym or an Equinox.

00:42:04.543 --> 00:42:06.023
You're not buying the gym.

00:42:06.063 --> 00:42:07.164
You're not buying the weights.

00:42:07.525 --> 00:42:09.885
You're buying the story and the vibe that

00:42:09.905 --> 00:42:11.626
you walk into or don't walk into when

00:42:11.666 --> 00:42:12.186
you're a member.

00:42:12.427 --> 00:42:13.606
And I don't think health care has done

00:42:13.646 --> 00:42:13.827
that.

00:42:14.168 --> 00:42:15.887
Health care is a big old pile of

00:42:15.987 --> 00:42:17.128
mayonnaise flavors ice cream.

00:42:18.289 --> 00:42:20.650
So you're saying health care.

00:42:21.429 --> 00:42:24.331
Let's go back down into physical therapy

00:42:24.411 --> 00:42:25.271
specifically.

00:42:26.161 --> 00:42:29.443
Do you think that's because, you know,

00:42:29.784 --> 00:42:33.106
we have so many therapists who moved into

00:42:33.166 --> 00:42:35.987
business with no business background,

00:42:36.068 --> 00:42:37.409
no business education,

00:42:37.548 --> 00:42:40.411
no real understanding of business.

00:42:41.211 --> 00:42:43.112
They spent seven years learning how to be

00:42:43.132 --> 00:42:43.833
a therapist,

00:42:43.853 --> 00:42:46.014
another ten years being a therapist,

00:42:46.054 --> 00:42:46.775
and then they were like,

00:42:47.235 --> 00:42:49.438
I'm just going to turn on my business

00:42:49.657 --> 00:42:51.358
switch and become a business owner

00:42:51.378 --> 00:42:51.840
tomorrow.

00:42:53.059 --> 00:42:55.762
I know private equity gets a bad rap.

00:42:55.862 --> 00:42:57.463
They get a lot of negative attention,

00:42:57.523 --> 00:42:59.844
but the reality is these guys know how

00:42:59.905 --> 00:43:00.945
to run a business.

00:43:01.306 --> 00:43:02.646
And if it's crappy business,

00:43:02.666 --> 00:43:04.248
if it's a bad business model,

00:43:04.487 --> 00:43:06.829
they're going to run up the lending,

00:43:07.269 --> 00:43:08.170
get all that money,

00:43:08.271 --> 00:43:10.753
suck it out of that bad business model

00:43:10.793 --> 00:43:11.592
and let it die.

00:43:13.114 --> 00:43:15.775
But do we need more real business people

00:43:15.996 --> 00:43:17.938
in the business of physical therapy?

00:43:18.557 --> 00:43:19.539
A thousand percent, yes.

00:43:19.719 --> 00:43:20.460
It's a business.

00:43:21.019 --> 00:43:21.860
You would not let...

00:43:22.864 --> 00:43:25.266
your buddy who has an MBA trade a

00:43:25.286 --> 00:43:26.525
post-op knee replacement,

00:43:26.786 --> 00:43:29.487
then why is the opposite not glaringly

00:43:29.588 --> 00:43:30.449
obvious, right?

00:43:30.489 --> 00:43:31.550
That's brilliant, yes.

00:43:31.969 --> 00:43:33.251
Why is the opposite not like,

00:43:33.831 --> 00:43:35.211
you would let your accountant touch your

00:43:35.251 --> 00:43:35.572
books,

00:43:35.632 --> 00:43:37.652
but not your surgically repaired shoulder,

00:43:38.153 --> 00:43:39.394
but you're doing your finances.

00:43:39.695 --> 00:43:43.056
Will Boyd has been putting out very simple

00:43:43.396 --> 00:43:44.557
content recently.

00:43:44.958 --> 00:43:46.039
And he just sort of lays it out

00:43:46.059 --> 00:43:46.498
like that.

00:43:46.579 --> 00:43:47.699
And he does it in such a great

00:43:47.739 --> 00:43:48.041
way.

00:43:48.481 --> 00:43:48.800
He's like,

00:43:48.840 --> 00:43:50.242
we have a roofing company that we work

00:43:50.282 --> 00:43:52.224
with because he's also in finance outside

00:43:52.244 --> 00:43:52.824
of health care.

00:43:52.864 --> 00:43:54.105
We have a roofing company doing seven

00:43:54.125 --> 00:43:54.766
million dollars.

00:43:55.286 --> 00:43:57.427
But the CEO is taking home, you know,

00:43:57.507 --> 00:43:58.188
eighty grand.

00:43:58.409 --> 00:43:58.728
Why?

00:43:59.248 --> 00:44:00.971
It's because he was great at roofing and

00:44:00.990 --> 00:44:02.771
getting roofing gigs and working with the

00:44:02.791 --> 00:44:04.092
crew and doing this.

00:44:04.492 --> 00:44:06.434
And when he was making six hundred

00:44:06.474 --> 00:44:07.175
thousand dollars,

00:44:07.396 --> 00:44:08.597
he had he could do the books and

00:44:08.617 --> 00:44:09.918
it wasn't that big of a variation.

00:44:10.498 --> 00:44:11.958
But now that they're doing seven million,

00:44:12.278 --> 00:44:14.119
they're bleeding money.

00:44:14.559 --> 00:44:16.519
So, yes, look,

00:44:17.440 --> 00:44:20.641
our payment is let's just pretend no

00:44:20.661 --> 00:44:21.621
matter what you do,

00:44:22.242 --> 00:44:23.282
you get the same amount of money.

00:44:24.465 --> 00:44:26.246
then you have to do more or you

00:44:26.405 --> 00:44:28.347
offer more services, right?

00:44:28.387 --> 00:44:29.447
Hormozy breaks it down,

00:44:29.467 --> 00:44:30.307
but it's not his idea.

00:44:30.708 --> 00:44:32.628
You either find more people to get to

00:44:32.648 --> 00:44:33.389
buy your service,

00:44:34.170 --> 00:44:36.351
you sell that service more times to those

00:44:36.391 --> 00:44:36.731
people,

00:44:37.050 --> 00:44:38.851
or you sell them multiple services.

00:44:39.211 --> 00:44:39.731
That's it.

00:44:39.952 --> 00:44:41.172
And we're confused by this.

00:44:42.355 --> 00:44:44.297
So Ben said, yes, our payment model,

00:44:44.336 --> 00:44:45.056
the main one,

00:44:45.097 --> 00:44:47.478
the traditional one forces practices into

00:44:47.518 --> 00:44:49.420
a specific type of practice.

00:44:50.001 --> 00:44:52.523
And unless you get around the main payment

00:44:52.543 --> 00:44:54.605
model, you'll look pretty similar.

00:44:55.206 --> 00:44:56.827
Difference will be the people,

00:44:56.887 --> 00:44:57.668
the culture.

00:44:58.407 --> 00:44:59.750
This is this is why.

00:45:01.340 --> 00:45:04.222
uh smaller clinics have better marketing

00:45:04.862 --> 00:45:08.463
it looks better it just uh snow beast

00:45:08.543 --> 00:45:10.565
performance in vermont was a guy that i

00:45:10.606 --> 00:45:12.306
had on a couple years ago i interviewed

00:45:12.327 --> 00:45:13.527
him because i was like that model looks

00:45:13.547 --> 00:45:14.807
cool do you know how i knew his

00:45:14.927 --> 00:45:17.150
model tony i looked at his instagram page

00:45:17.329 --> 00:45:19.911
he could explain his model in in in

00:45:20.231 --> 00:45:23.112
half of his instagram bio we treat

00:45:23.373 --> 00:45:25.295
snowboarders and skiers in vermont

00:45:27.099 --> 00:45:28.641
He doesn't need to do what Ben just

00:45:28.661 --> 00:45:28.920
said.

00:45:28.981 --> 00:45:30.081
He doesn't need to work with a model.

00:45:30.280 --> 00:45:31.382
If you have insurance, I don't know.

00:45:31.402 --> 00:45:32.621
They might take it, but they're like,

00:45:32.822 --> 00:45:34.063
you come here if you are this.

00:45:35.143 --> 00:45:37.344
If a housewife rolls in who doesn't ski

00:45:37.643 --> 00:45:39.885
or snowboard or an accountant who doesn't

00:45:39.945 --> 00:45:40.606
ski or snowboard,

00:45:40.626 --> 00:45:42.166
I don't know if they kick them out,

00:45:42.186 --> 00:45:42.606
but they're like,

00:45:42.806 --> 00:45:43.806
are you in the right place?

00:45:43.867 --> 00:45:45.547
Like, well, take your money, I guess.

00:45:45.807 --> 00:45:46.047
Maybe,

00:45:46.088 --> 00:45:47.807
but maybe you want to be a snowboarder

00:45:48.128 --> 00:45:48.768
and they take them.

00:45:49.108 --> 00:45:50.929
So I think it's, you hit a point.

00:45:50.989 --> 00:45:52.409
Larry Benz has been talking about this.

00:45:52.849 --> 00:45:54.130
You hit a point where

00:45:55.387 --> 00:45:58.228
Centralization actually hurts you.

00:45:58.349 --> 00:45:59.568
He talked about it in a hospital and

00:45:59.588 --> 00:46:00.690
he's got the math and the receipts.

00:46:01.010 --> 00:46:02.351
He goes, a three hundred bed hospital,

00:46:02.391 --> 00:46:03.650
you can centralize everything.

00:46:04.032 --> 00:46:06.413
Above that, the curve bends the other way.

00:46:06.793 --> 00:46:08.134
Things get too big.

00:46:08.474 --> 00:46:09.733
It costs too much.

00:46:10.335 --> 00:46:13.496
So there is a right size and a

00:46:13.576 --> 00:46:14.197
too big.

00:46:14.597 --> 00:46:15.978
There's a too small as well.

00:46:16.797 --> 00:46:17.878
for what you're trying to build.

00:46:18.398 --> 00:46:19.719
But you have to understand what game

00:46:19.739 --> 00:46:20.880
you're playing first.

00:46:21.199 --> 00:46:23.260
Checkers under, was it Checkers?

00:46:23.280 --> 00:46:25.041
Is that the French?

00:46:25.081 --> 00:46:25.942
Checkers understood.

00:46:26.902 --> 00:46:28.782
No play place, no sit down.

00:46:29.023 --> 00:46:30.543
We're built on speed, not for comfort.

00:46:30.864 --> 00:46:32.385
And that we can beat you on that

00:46:32.425 --> 00:46:32.704
game.

00:46:33.204 --> 00:46:36.666
But clinics keep getting bigger and they

00:46:36.686 --> 00:46:38.007
try to beat you at every game.

00:46:38.367 --> 00:46:40.367
You can't out beat everybody at every

00:46:40.387 --> 00:46:40.728
game.

00:46:40.788 --> 00:46:42.489
That when I say it sounds obvious,

00:46:42.829 --> 00:46:44.610
except people keep trying to do it.

00:46:49.333 --> 00:46:51.434
How would you document a told patient to

00:46:51.474 --> 00:46:52.135
kick rocks?

00:46:52.235 --> 00:46:53.817
What would you write down in your EMR

00:46:53.936 --> 00:46:54.458
for that?

00:46:56.500 --> 00:46:57.119
I don't know.

00:46:57.460 --> 00:46:58.041
I don't know.

00:46:58.302 --> 00:47:00.744
Told patient progress was not expected in

00:47:00.784 --> 00:47:03.626
the future within their current state and

00:47:03.666 --> 00:47:04.407
our practice model.

00:47:04.507 --> 00:47:05.027
I don't, I mean,

00:47:05.449 --> 00:47:07.030
I haven't documented it a couple of years,

00:47:07.070 --> 00:47:08.512
but yeah, you got to fire a client.

00:47:10.731 --> 00:47:10.990
All right.

00:47:11.030 --> 00:47:11.431
What else?

00:47:11.490 --> 00:47:13.211
What else do we got as we kind

00:47:13.271 --> 00:47:14.652
of come around?

00:47:15.632 --> 00:47:16.793
I was going to ask you this earlier.

00:47:17.393 --> 00:47:19.534
Does this make you want to double click

00:47:19.793 --> 00:47:22.255
on APTA Ohio?

00:47:22.855 --> 00:47:24.514
If Tony found enough value,

00:47:25.215 --> 00:47:26.775
I also think that you have to work

00:47:26.815 --> 00:47:27.436
for the value, too.

00:47:27.496 --> 00:47:28.936
It's not you don't pay and get.

00:47:28.996 --> 00:47:29.677
It's the same thing.

00:47:30.898 --> 00:47:31.619
Uh, yes.

00:47:32.059 --> 00:47:33.840
You know, the immediate response is yes.

00:47:33.920 --> 00:47:36.222
Now there's a meme floating around where

00:47:36.282 --> 00:47:39.364
it says like extrovert,

00:47:39.465 --> 00:47:41.365
extroverted me on Monday,

00:47:41.405 --> 00:47:43.487
committed to going out on Friday.

00:47:43.547 --> 00:47:45.429
Now introverted me is trying to figure out

00:47:45.449 --> 00:47:46.208
how to get out of it.

00:47:46.949 --> 00:47:49.291
That was my lived experience last week.

00:47:49.311 --> 00:47:50.371
I was like, yeah, all right.

00:47:50.431 --> 00:47:51.333
Also, I'm going to see Jimmy.

00:47:51.353 --> 00:47:52.333
I'm going to do all this stuff.

00:47:52.413 --> 00:47:54.835
And Friday morning I'm treating patients.

00:47:54.855 --> 00:47:55.394
I'm like, oh,

00:47:55.414 --> 00:47:57.237
I got to go up to Columbus and

00:47:57.297 --> 00:47:58.157
I don't want to do it.

00:47:58.177 --> 00:47:59.498
And I don't know what, you know,

00:47:59.557 --> 00:48:00.199
is going to happen.

00:48:01.298 --> 00:48:01.938
Once you're there,

00:48:02.340 --> 00:48:03.480
you make the connections.

00:48:04.481 --> 00:48:07.021
Extroverted me at the event was like, yes,

00:48:07.061 --> 00:48:07.942
September fifth,

00:48:07.961 --> 00:48:10.143
they're doing a tailgate at the Ohio State

00:48:10.163 --> 00:48:11.443
game against Ball State.

00:48:12.184 --> 00:48:13.945
I text my wife and I'm like, hey,

00:48:13.965 --> 00:48:14.684
let's come up here.

00:48:14.724 --> 00:48:15.766
We'll meet our nephews.

00:48:15.806 --> 00:48:16.405
We'll connect.

00:48:17.320 --> 00:48:20.003
I'm sure that day introverted me as like,

00:48:20.063 --> 00:48:20.922
no, forget it.

00:48:20.983 --> 00:48:21.704
It's not worth it.

00:48:21.744 --> 00:48:23.445
Nobody's even going to know you're not

00:48:23.485 --> 00:48:23.804
going.

00:48:25.706 --> 00:48:26.146
I don't know.

00:48:26.226 --> 00:48:29.108
I mean, yes, the internal desire is, yeah,

00:48:29.128 --> 00:48:29.608
let's go out.

00:48:29.648 --> 00:48:30.269
Let's connect.

00:48:30.309 --> 00:48:32.070
You know, I saw Rick Wickstrom.

00:48:32.630 --> 00:48:35.132
Rick is literally down the street from me.

00:48:35.172 --> 00:48:36.693
We've known each other for years.

00:48:37.355 --> 00:48:39.096
It's great to hear what he's doing and

00:48:39.135 --> 00:48:40.996
kind of see what's going through his mind,

00:48:41.036 --> 00:48:42.338
make these connections,

00:48:42.418 --> 00:48:43.659
connect to the profession, right?

00:48:45.864 --> 00:48:47.666
But then you get back into the real

00:48:47.686 --> 00:48:48.686
world and you're like, hey,

00:48:48.706 --> 00:48:50.007
I got a full caseload today.

00:48:50.027 --> 00:48:51.148
I've got patients tomorrow.

00:48:51.168 --> 00:48:52.670
We've got a baseball game tonight,

00:48:52.730 --> 00:48:55.632
a volleyball game with the kids like it's

00:48:55.652 --> 00:48:56.632
going to get forgotten.

00:48:57.052 --> 00:48:59.893
And also their seventy fifth anniversary

00:48:59.914 --> 00:49:02.335
or annual conference once a year.

00:49:02.735 --> 00:49:02.916
Right.

00:49:02.956 --> 00:49:04.097
And there are district events.

00:49:04.257 --> 00:49:04.478
Right.

00:49:04.938 --> 00:49:05.998
But this is hard.

00:49:06.159 --> 00:49:08.159
It's hard to scale up.

00:49:08.527 --> 00:49:10.248
feelings like that, right?

00:49:10.367 --> 00:49:11.449
That's effort, right?

00:49:11.489 --> 00:49:12.869
And I always say volunteer efforts get

00:49:12.889 --> 00:49:13.489
volunteer results.

00:49:14.690 --> 00:49:16.472
APTA Ohio is a massive organization.

00:49:16.552 --> 00:49:17.932
It's got three full-time staff people,

00:49:18.112 --> 00:49:18.552
three.

00:49:19.114 --> 00:49:20.355
Like, trust me, they're a capacity.

00:49:20.974 --> 00:49:22.195
So then the question is, what are they,

00:49:22.516 --> 00:49:25.077
I think a good exercise to APTA chapters

00:49:25.177 --> 00:49:27.418
or clinics is always, all right,

00:49:27.438 --> 00:49:28.239
what do we sell here?

00:49:29.375 --> 00:49:31.876
are we selling too many things do exactly

00:49:31.896 --> 00:49:33.936
what checkers did they went down to burger

00:49:33.956 --> 00:49:37.858
fries hot dog soda that's it not mccafe

00:49:37.958 --> 00:49:40.159
not salads not you know the fourteen

00:49:40.199 --> 00:49:42.561
different flavors of anything it was like

00:49:42.621 --> 00:49:44.782
we do this that was the roots of

00:49:44.822 --> 00:49:48.003
mcdonald's right it was burger fry drink

00:49:48.244 --> 00:49:50.045
mate and oh and shakes that's how that's

00:49:50.065 --> 00:49:51.125
how they got brought into it's like we

00:49:51.164 --> 00:49:52.146
can't make as many shakes

00:49:53.751 --> 00:49:55.813
more isn't better but i understand it

00:49:55.873 --> 00:49:58.996
feels good i'll tell you something that uh

00:49:59.016 --> 00:50:01.219
i on my way home i was thinking

00:50:01.239 --> 00:50:03.121
about that night but real quick brenda's

00:50:03.181 --> 00:50:06.684
here hey brenda um i was thinking about

00:50:07.405 --> 00:50:09.847
and correct me on the letters u p

00:50:10.088 --> 00:50:13.451
a w or what what's the the other

00:50:13.630 --> 00:50:16.273
united physical eta okay

00:50:17.286 --> 00:50:18.288
I was thinking about that,

00:50:18.307 --> 00:50:19.208
and then I was like, all right,

00:50:19.228 --> 00:50:20.289
we got APTA.

00:50:20.751 --> 00:50:21.972
These guys came along.

00:50:21.992 --> 00:50:22.351
I'm like,

00:50:22.512 --> 00:50:24.755
I wonder why they would go that direction.

00:50:24.855 --> 00:50:26.155
I don't know anything about any of them.

00:50:27.498 --> 00:50:28.759
I understand they're frustrated.

00:50:28.778 --> 00:50:32.543
They're not getting the political changes

00:50:32.563 --> 00:50:33.163
that they want.

00:50:33.204 --> 00:50:35.085
They think that they can fight it better.

00:50:35.947 --> 00:50:37.067
I'm like,

00:50:37.148 --> 00:50:38.807
it would seem like if somebody is going

00:50:38.827 --> 00:50:40.248
to put the work in to create an

00:50:40.309 --> 00:50:41.369
organization like that,

00:50:41.429 --> 00:50:43.349
they would have just created a union.

00:50:43.409 --> 00:50:44.811
Now, I'm not a union guy.

00:50:45.471 --> 00:50:46.612
I'm not pro-union.

00:50:46.871 --> 00:50:48.291
I don't see value in union.

00:50:48.351 --> 00:50:49.992
I think there was a time for unions

00:50:50.032 --> 00:50:53.775
when coal miners were dying underground.

00:50:54.844 --> 00:50:55.503
Potentially,

00:50:55.583 --> 00:50:58.364
I could see unions coming into formation.

00:50:58.405 --> 00:51:00.065
I think we've outlived that life.

00:51:00.764 --> 00:51:03.346
But aside from my biases, I'm like,

00:51:03.405 --> 00:51:05.606
why wouldn't they just go the union route?

00:51:06.306 --> 00:51:07.746
There are a lot of people in the

00:51:07.786 --> 00:51:09.547
profession that think that a union is

00:51:09.588 --> 00:51:10.728
going to be their savior.

00:51:12.168 --> 00:51:13.447
There's tons of money,

00:51:13.728 --> 00:51:16.208
ungodly amounts of money in unions.

00:51:16.969 --> 00:51:18.989
Unions have huge political capital.

00:51:19.829 --> 00:51:22.391
I think they could get the political stuff

00:51:22.451 --> 00:51:23.771
they wanted done.

00:51:24.431 --> 00:51:27.612
If they first became the union of physical

00:51:27.652 --> 00:51:28.172
therapy,

00:51:28.552 --> 00:51:30.914
start unionizing all these hospitals and

00:51:30.934 --> 00:51:32.014
all these places,

00:51:32.916 --> 00:51:34.275
pull in all that revenue,

00:51:34.315 --> 00:51:36.737
all that money from unionized workers,

00:51:37.277 --> 00:51:40.219
then put that into the political engine to

00:51:40.298 --> 00:51:41.940
make the changes that they want to make.

00:51:42.059 --> 00:51:44.302
I'm just surprised they chose not to go

00:51:44.342 --> 00:51:45.001
that direction.

00:51:45.476 --> 00:51:47.358
decided to be a blue version of coke

00:51:47.777 --> 00:51:49.478
they were like we're pepsi so if you

00:51:49.498 --> 00:51:51.440
don't like coke like they're like most of

00:51:51.460 --> 00:51:52.722
their angle this is from a marketing

00:51:52.762 --> 00:51:54.103
perspective hey guys this is free

00:51:54.143 --> 00:51:55.983
marketing advice you just tried to be like

00:51:56.043 --> 00:51:58.967
don't you hate apta yes then come on

00:51:59.067 --> 00:52:00.807
over for what we're all going to hate

00:52:00.867 --> 00:52:01.568
apta together

00:52:03.123 --> 00:52:03.322
Okay,

00:52:03.362 --> 00:52:04.242
I don't know what my hundred and fifty

00:52:04.262 --> 00:52:05.844
bucks gets me for that, but you're right.

00:52:05.864 --> 00:52:07.664
It's like, what do you deliver then?

00:52:08.005 --> 00:52:09.425
Is it an in-person experience?

00:52:10.065 --> 00:52:10.945
Not with a hundred members.

00:52:10.985 --> 00:52:12.666
It's not unless you have a once a

00:52:12.726 --> 00:52:15.186
year rally or you connect all the time,

00:52:15.206 --> 00:52:17.248
but they're looking to create everybody.

00:52:17.427 --> 00:52:18.588
This is where I think the strength of

00:52:18.628 --> 00:52:20.869
APTA actually or other associations also

00:52:20.909 --> 00:52:21.570
shows back up.

00:52:21.949 --> 00:52:22.909
You're an APTA member,

00:52:22.929 --> 00:52:24.550
but now there are eighteen components.

00:52:25.130 --> 00:52:25.971
Oh, you're in Peds?

00:52:26.130 --> 00:52:26.512
Yeah.

00:52:26.552 --> 00:52:27.231
So you're a PT.

00:52:27.351 --> 00:52:27.711
Got it.

00:52:27.992 --> 00:52:28.992
Now there's people in Peds.

00:52:29.193 --> 00:52:29.293
Now,

00:52:29.373 --> 00:52:31.753
how well Peds delivers culture and

00:52:31.793 --> 00:52:33.213
community is on them.

00:52:33.653 --> 00:52:36.054
But PPS is a thing that they get

00:52:36.094 --> 00:52:36.175
it.

00:52:36.195 --> 00:52:37.376
They're like, together,

00:52:37.735 --> 00:52:39.077
we are actually not in competition.

00:52:39.117 --> 00:52:39.976
We share ideas.

00:52:40.217 --> 00:52:41.878
But just being a member isn't enough.

00:52:42.478 --> 00:52:43.838
People from any association.

00:52:44.139 --> 00:52:44.259
Well,

00:52:44.518 --> 00:52:46.639
just being a member of your gym isn't

00:52:46.699 --> 00:52:47.099
enough.

00:52:47.219 --> 00:52:48.740
You got to go and do the work.

00:52:48.860 --> 00:52:50.641
That's what you're actually in buying.

00:52:50.722 --> 00:52:53.103
If you wanted to actually document how to

00:52:53.143 --> 00:52:55.103
kick rocks, Ben has written it out.

00:52:55.443 --> 00:52:56.684
Patient instructed to flex knee,

00:52:56.744 --> 00:52:57.164
extend knee,

00:52:57.204 --> 00:52:59.184
and dorsiflex into hard object whilst

00:52:59.324 --> 00:52:59.806
ambulating.

00:52:59.885 --> 00:53:02.347
That is a very succinct and accurate way

00:53:02.367 --> 00:53:02.766
of doing that.

00:53:03.324 --> 00:53:04.885
Let's say that that is a sign of

00:53:04.925 --> 00:53:07.405
an experienced clinician who understands I

00:53:07.465 --> 00:53:09.347
can't document what's really happening.

00:53:10.106 --> 00:53:13.226
I have to use documentation language to

00:53:13.266 --> 00:53:13.887
get it covered.

00:53:14.007 --> 00:53:15.007
That would get covered.

00:53:15.068 --> 00:53:16.628
Kicking rocks would not be covered by

00:53:16.688 --> 00:53:17.409
Medicare.

00:53:17.469 --> 00:53:18.268
Yep.

00:53:18.628 --> 00:53:18.929
Agreed.

00:53:19.389 --> 00:53:20.369
All right.

00:53:20.389 --> 00:53:21.168
This went in a couple of different

00:53:21.188 --> 00:53:22.329
directions, but I liked it this morning.

00:53:22.349 --> 00:53:23.090
What's your parting shot?

00:53:24.467 --> 00:53:26.170
Um, you know, I, I, again,

00:53:26.650 --> 00:53:27.831
human interaction,

00:53:27.891 --> 00:53:29.932
as much as I tend to shy away

00:53:29.992 --> 00:53:31.554
from it,

00:53:31.693 --> 00:53:33.996
I think this was a lesson that I

00:53:34.056 --> 00:53:35.237
learned once again,

00:53:35.976 --> 00:53:37.978
when you have a disagreement with

00:53:38.018 --> 00:53:40.201
somebody, a fundamental disagreement that,

00:53:40.280 --> 00:53:41.221
you know, you,

00:53:41.280 --> 00:53:44.603
you and I have very different ideas on

00:53:44.704 --> 00:53:45.425
certain things.

00:53:45.585 --> 00:53:46.545
I see certain posts.

00:53:46.585 --> 00:53:48.067
I'm sure you see the same my way.

00:53:48.146 --> 00:53:48.166
I

00:53:51.148 --> 00:53:53.150
But once you see each other face to

00:53:53.190 --> 00:53:54.632
face, once you connect,

00:53:55.092 --> 00:53:57.394
a lot of that stuff kind of disappears.

00:53:57.936 --> 00:53:59.918
And I think too much time spent behind

00:53:59.958 --> 00:54:02.239
the screen with this in between us or

00:54:02.280 --> 00:54:05.704
just completely dissociated altogether.

00:54:06.344 --> 00:54:07.425
That is what's harmful.

00:54:07.465 --> 00:54:08.947
That's what's harmful for the profession.

00:54:08.967 --> 00:54:11.009
That's what's harmful for us individually.

00:54:11.588 --> 00:54:13.351
I do think there's huge value in getting

00:54:13.391 --> 00:54:16.672
back out pre-COVID levels, connect,

00:54:16.753 --> 00:54:18.373
meet up, have a drink,

00:54:18.755 --> 00:54:19.934
get to know each other.

00:54:20.635 --> 00:54:22.516
That's the stuff we're losing out of the

00:54:22.556 --> 00:54:22.998
profession.

00:54:23.338 --> 00:54:24.259
Big time, right?

00:54:24.358 --> 00:54:25.699
How many times have I had disagreements

00:54:25.719 --> 00:54:26.119
with people?

00:54:26.619 --> 00:54:27.201
And I've just said,

00:54:27.501 --> 00:54:28.521
I'd love to have you on the podcast

00:54:28.541 --> 00:54:29.161
and explain to me.

00:54:29.422 --> 00:54:30.682
And as soon as that person gets on,

00:54:31.224 --> 00:54:32.123
lovely human being,

00:54:32.565 --> 00:54:35.527
likely our disagreement was two degrees

00:54:35.706 --> 00:54:37.789
off, not ninety degrees off, right?

00:54:37.909 --> 00:54:39.550
Oh, and you learned something.

00:54:39.869 --> 00:54:41.411
It doesn't mean when you talk to that

00:54:41.451 --> 00:54:41.791
person,

00:54:42.052 --> 00:54:43.612
you have to immediately agree and start

00:54:43.693 --> 00:54:44.534
doing what they said.

00:54:44.793 --> 00:54:45.313
It doesn't.

00:54:45.634 --> 00:54:48.255
That's not the point and doesn't happen

00:54:48.416 --> 00:54:48.697
often.

00:54:49.117 --> 00:54:50.637
The point was see it from their

00:54:50.677 --> 00:54:52.139
perspective and take a few things away

00:54:52.159 --> 00:54:52.340
from it.

00:54:52.579 --> 00:54:54.260
That is value in APTA.

00:54:54.780 --> 00:54:56.362
That's hard to write down.

00:54:56.603 --> 00:54:57.503
That's hard to measure.

00:54:57.523 --> 00:54:58.603
That's hard to calculate.

00:54:59.164 --> 00:55:00.525
I always tell people test it out.

00:55:00.726 --> 00:55:01.827
I say when you become a member,

00:55:02.427 --> 00:55:04.088
all those special interest groups within a

00:55:04.168 --> 00:55:05.570
chapter or they're free.

00:55:05.989 --> 00:55:07.050
I say join all of them.

00:55:07.630 --> 00:55:09.512
And then start to uncheck.

00:55:09.552 --> 00:55:10.373
Like, okay, that was nice,

00:55:10.393 --> 00:55:11.173
but not really my thing.

00:55:11.494 --> 00:55:13.775
Until you're left with one or two or

00:55:13.835 --> 00:55:14.155
three.

00:55:14.657 --> 00:55:15.737
But join all of them.

00:55:15.777 --> 00:55:17.159
Do a quick little test drive.

00:55:17.559 --> 00:55:18.260
That's the way to do it.

00:55:18.300 --> 00:55:19.360
You have to find your own value.

00:55:19.721 --> 00:55:20.481
That's it.

00:55:20.541 --> 00:55:22.262
APTA is not selling that they solve

00:55:22.282 --> 00:55:23.043
everything because they don't.

00:55:23.063 --> 00:55:24.644
All right, we're back on Thursday.

00:55:25.144 --> 00:55:26.405
I think it's something spicy to talk on

00:55:26.445 --> 00:55:26.847
Thursday.

00:55:27.206 --> 00:55:28.568
Have a good day in the great state

00:55:28.588 --> 00:55:30.309
of Ohio, Tony.

00:55:30.329 --> 00:55:30.750
I will.

00:55:33.172 --> 00:55:33.373
That's it.

00:55:33.393 --> 00:55:33.612
We're out.

00:55:33.652 --> 00:55:35.153
Boys, what the hell are you doing?

00:55:35.193 --> 00:55:38.014
Follow Tony Meritato on YouTube at Total

00:55:38.054 --> 00:55:39.094
Therapy Solution.

00:55:39.135 --> 00:55:40.135
Find Dave Kittle at

00:55:40.155 --> 00:55:43.356
conciergepainrelief.com and on YouTube at

00:55:43.376 --> 00:55:44.536
The Dave Kittle Show.

00:55:44.876 --> 00:55:47.777
And follow Jimmy McKay at PT Podcasts on

00:55:47.896 --> 00:55:49.177
YouTube, the socials,

00:55:49.277 --> 00:55:51.057
and wherever you binge podcasts you

00:55:51.077 --> 00:55:52.739
pretend are for CEUs.

00:55:53.059 --> 00:55:54.478
And hey, just a reminder,

00:55:54.978 --> 00:55:56.260
none of this was for advice.

00:55:56.280 --> 00:55:57.619
This was for entertainment only.

00:55:57.639 --> 00:55:59.460
Our lawyers say that counts.

00:55:59.541 --> 00:56:00.440
Thanks, Keith.