Why Your PT Marketing Isn’t Working (And What to Fix)

WEBVTT

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You're listening to the PT Pinecast,

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where smart people in health care come to

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make noise.

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Here's your host, Jimmy McKay.

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Thank you, Voice Guy.

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Good morning, health care founders,

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marketers,

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people who were told to just do more

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marketing and are still wondering why

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marketing doesn't work.

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This is Marketing Doesn't Work,

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the show where we pressure test.

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what everybody thinks works in healthcare

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and figure out what actually builds

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demand.

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I'm Jimmy McKay,

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former Rock Radio DJ turned PT.

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I'm here with Andrea Tager,

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a fractional healthcare marketing leader

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who brings the how,

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while I bring the all over the place.

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Some will call it wow,

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I would call it wow.

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If you ever hear me say that.

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Let's get into it first.

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And I don't know if the sharp eyed

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people watching the live stream can spot.

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I do have a Christmas tree.

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It is currently horizontal on the floor.

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We're just going to let it go because

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because when your Christmas tree falls

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over and you're about to do a live

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stream,

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you just keep doing the live stream.

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Andrea, first step.

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We have to pay the bills.

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Did I tell you this?

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Did I text you this?

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We got a new sponsor.

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Oh, amazing.

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You did not tell me.

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Who do we have?

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On this show,

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and it's only our second episode,

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today's episode brought to you by

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Patchwork Marketing,

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the official marketing strategy of we

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tried some stuff.

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Need a blog?

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Sure.

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Social posts?

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Obviously.

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Google ads?

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Why not?

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New website?

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Of course.

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The old one was embarrassing.

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Patchwork Marketing guarantees maximum

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activity, minimum clarity.

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Visit patchworkmarketing.com to download

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our free guide.

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Forty-seven things to do before asking if

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any of this thing works.

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The problem is I didn't even check.

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Patchworkmarketing.com is probably an

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actual website, or if it's not,

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would be a great thing to buy and

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then direct it towards your actual

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marketing website.

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All right.

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So story number one,

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I'm going to introduce this this big idea

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by saying most clinics thinks their

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competition is the clinic down the street,

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the hospital down the street,

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the anything down the street,

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across the street.

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They're like scheming.

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And it used to be that way.

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Now, in reality,

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you're competing with the entire

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community.

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Internet.

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Exactly.

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Attention spans, creators, platforms,

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algorithms, attention itself.

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PTs or healthcare people love to say,

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we're the best kept secret.

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Yes.

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And that is the problem.

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In twenty twenty six,

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your competition is in other clinics.

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It's YouTube, TikTok, ChatGPT, Peloton,

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remote coaches and anyone with a ring

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light and some confidence enough to turn

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the camera on.

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Andrea, when people hear this,

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They do two things, fight or flight.

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They panic or they shut down.

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And you can see why.

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Once you realize that the guy down the

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street isn't the big, hairy, scary,

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it's everything.

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Which of these internet competitors should

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clinics actually worry about or none of

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them?

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And which are just noise?

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When someone finally realizes this or you

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whisper this in their ear and they finally

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go, oh, oh,

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what comes next after the what?

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What comes next?

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So I think and their reactions are also,

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you know, sometimes it's panic.

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I think it's defensive.

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And I think you don't know what you

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don't know.

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I think who they should be concerned

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about.

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There's a lot of virtual.

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options that are legit.

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So, you know, anyone can, like you said,

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put on a ring light and you reminded

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me I forgot to turn mine on today.

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But anyone can can can just go live

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and they're an influencer.

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I think there's a lot of people without

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credentials that people are following that

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maybe they shouldn't be.

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We're not worried about them.

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You shouldn't be worried about them.

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But there are some very reputable

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organizations that have figured out,

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wait a minute, we can't be corporate.

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We have to be the human brand.

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And so they have influencers either

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internally or that they work with

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externally in the organizations that are

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sort of doing this telehealth.

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And I think, you know,

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PT is a good example where I've certainly

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heard.

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founders talk about telehealth positively,

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negatively, because something like PT,

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you have to be there in person.

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And you know,

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there's not a replacement for that.

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And you can certainly speak to that more

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than I can.

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So I think you have to be sort

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of, maybe not worried,

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but curious about all of it,

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and then figure out how do I get

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in on that?

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So it's not fight against it.

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It's how do I figure out like,

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who are the ones?

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And how do I how do I become

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part of that?

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Or how do I create my own thing?

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Right?

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Good.

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So now that you have a who, right?

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And the who should always be,

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I always say, who are the people,

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when I'm talking to PTs or healthcare

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people,

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the question can seem overwhelming.

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I try to sort of reframe it and

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make it smaller and digestible.

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And I always like to attach things to

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emotions.

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So instead of like, who's your ICP?

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Which to a healthcare person,

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they will literally like take out a pen

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and pad and graph and spreadsheets.

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And I'm like...

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Bring it down, chief.

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Tell me about a person,

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do not use their real name,

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but who are you excited when they walk

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in the door?

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If you had a tail,

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it would be wagging.

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Like, oh my gosh, you have this problem.

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I love this problem.

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Think about Dr. Pimple Popper.

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So we had this conversation with her.

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It's like,

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who do you like to walk in?

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And she's like, oh,

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if they have a gigantic growth that's been

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there for twenty six years, I'm like,

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well, that's weird.

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Except to that person with the gigantic

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growth.

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She is their godsend.

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She is the pot of gold at the

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end of the rainbow.

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And if someone says.

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now if if jimmy were to say that

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and andre's sitting next to me in a

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meeting hey random health care we'll stay

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in pt hey physical therapist who's your

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ideal if you had a tail it'd be

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wagging when they walk in the door and

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they go everybody what is because that

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happens what is andrew's okay reframe

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right so if we're selling to everyone

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we're selling to no one um so that's

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my hold on wait we say that a

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lot what does that mean unpack that

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because i think a lot of people have

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heard that but maybe they're like i i

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could recite that but what's it mean

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So what's it mean?

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So, yes, technically you can.

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Let's stick with PT.

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You can care for everyone,

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maybe within some limits.

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I don't know.

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Maybe you can't care for everyone.

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But I think like when we want our

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business to grow, we go like, yeah,

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we're going to just try to target everyone

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so we can have the numbers that we

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need to have sort of thing.

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But to unpack it from a marketing

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communications and then actually getting

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the right people in the door standpoint,

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the right people,

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meaning

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They are they're the kind of people we

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want to treat.

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They're likely to return.

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They're likely to tell people how great we

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are because we are helping them with their

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specific thing.

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You know,

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that's the that's the importance of that

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is it's it's everything.

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Right.

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It's your business.

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It's continued.

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It's continued growth.

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So when I say if you're marketing to

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everyone, you know,

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you're sort of marketing to no one is

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you can't get you can't hit on specific

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pain points if your messaging is like, oh,

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We do PT, whoever you are,

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come on in.

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It's too broad.

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So you need to get in.

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I like the different colors that are

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circling through here for marketing

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doesn't work.

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So you need to figure out exactly who

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you are.

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Are you talking to the young athlete?

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Are you talking to the college athlete?

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Are you talking to seniors?

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Are you talking to a pediatric, you know,

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a mom or dad who has a child

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who doesn't even know where to go,

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what they need to do sort of thing.

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Now,

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let's talk about two different things.

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And science people often will just want to

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lump this all into people.

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I like to say, give me their demographics,

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but I also want their psychographic.

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And they're like,

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I don't know what that is.

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And I'm like, subjective.

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objective and they're like oh got it

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because that's the first two parts of the

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soap note so tell me who they are

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objectively do that part like age gender

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diagnosis things you can touch you can

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test for like yes this person has a

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birth certificate they were born at this

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age they are this they are that then

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give me the twist the psychographic the

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subjective because you say sixty two year

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old female

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That's sixty two or female might run

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marathons every other weekend.

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And that should not be discounted.

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Right.

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Right.

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And this is where we we get into

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the opposite of I can help everybody.

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It's niching down.

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You've seen these posts usually done for

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clickbait.

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don't mind clickbait when it's used for

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good clickbait is a tactic right it's a

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lot of time used for trash but when

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when you see have you seen these like

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it's usually a dude with a beard in

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a blazer and he's like i'm looking for

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five guys in cincinnati who make over two

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fifty who want to get jacked and get

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back to you feel like oh and you're

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you're over fifty five but you want to

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get back to twenty five

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they do for better or for worse have

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understood their demographic psychographic

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they're like you have money because i'm

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going to charge you a lot because i

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want to work with five of you you

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have to have a pain point of being

00:08:51.527 --> 00:08:53.388
this old and wanting to feel this young

00:08:53.408 --> 00:08:56.190
yeah so like or dislike those all you

00:08:56.230 --> 00:08:58.572
want those are well done now they are

00:08:58.631 --> 00:09:02.734
you know typically typically not all the

00:09:02.754 --> 00:09:04.796
time sometimes they're not going trash

00:09:05.336 --> 00:09:06.936
It's and it's the demographic

00:09:06.956 --> 00:09:08.537
psychographic is important for all the

00:09:08.557 --> 00:09:09.417
reasons you're saying, you know,

00:09:09.437 --> 00:09:11.278
there was a meme and maybe you remember

00:09:11.298 --> 00:09:12.077
this better than I do.

00:09:12.177 --> 00:09:13.898
And I'm just picturing it's Ozzy Osbourne.

00:09:13.977 --> 00:09:14.197
You know,

00:09:14.258 --> 00:09:15.578
it's like if you're targeting only on

00:09:15.639 --> 00:09:17.099
demographic and then I forget who they

00:09:17.158 --> 00:09:17.859
compared him to.

00:09:17.879 --> 00:09:19.620
It was like King some I don't remember

00:09:19.659 --> 00:09:19.980
exactly.

00:09:21.100 --> 00:09:22.321
And it's like this is what you get

00:09:22.360 --> 00:09:23.561
if you're targeting based only on

00:09:23.600 --> 00:09:24.140
demographic.

00:09:24.160 --> 00:09:24.541
Like, yes,

00:09:24.561 --> 00:09:26.001
they are the same age and there's some

00:09:26.042 --> 00:09:26.922
other similarities,

00:09:27.001 --> 00:09:28.782
but they are vastly different,

00:09:28.802 --> 00:09:29.743
vastly different interests.

00:09:29.763 --> 00:09:31.682
And I think that's the piece that a

00:09:31.722 --> 00:09:32.783
lot of people are missing.

00:09:32.802 --> 00:09:34.384
And that's why we need psychographics.

00:09:34.803 --> 00:09:37.687
and here's why because i don't care what

00:09:37.788 --> 00:09:40.392
medium you're using video text image

00:09:41.393 --> 00:09:43.836
that's your that's the bait with the hook

00:09:43.956 --> 00:09:45.918
in a good way again clickbait bad but

00:09:46.058 --> 00:09:48.342
the tactics can be used for good if

00:09:48.383 --> 00:09:51.005
you're writing or creating or recording

00:09:51.806 --> 00:09:53.447
for that person you're picturing,

00:09:53.868 --> 00:09:56.830
but you're making it for everybody, dude,

00:09:56.870 --> 00:09:58.591
this is just the wording I use,

00:09:58.630 --> 00:09:59.451
and I use it in meetings.

00:09:59.532 --> 00:09:59.672
I go,

00:09:59.951 --> 00:10:01.413
that's mayonnaise-flavored ice cream.

00:10:01.693 --> 00:10:02.573
No one's taking a bite.

00:10:02.674 --> 00:10:03.475
I love ice cream.

00:10:03.956 --> 00:10:05.376
I deal with mayonnaise.

00:10:05.437 --> 00:10:06.738
It needs to be in some stuff.

00:10:07.057 --> 00:10:08.639
But no one's going out of their way

00:10:08.678 --> 00:10:09.059
for that.

00:10:09.340 --> 00:10:11.782
You need to create the flavor of ice

00:10:11.822 --> 00:10:15.124
cream that is undeniable for that person

00:10:15.465 --> 00:10:17.905
who excites you if you had a tail

00:10:17.926 --> 00:10:19.027
to be wagging when they walk in the

00:10:19.067 --> 00:10:19.288
door.

00:10:19.327 --> 00:10:20.528
And I think a lot of people,

00:10:21.460 --> 00:10:22.900
miss in the in health care and i

00:10:22.921 --> 00:10:25.043
will come to their defense first and then

00:10:25.102 --> 00:10:26.664
i will hang them out to dry first

00:10:27.125 --> 00:10:28.486
you probably didn't sit in a class and

00:10:28.506 --> 00:10:31.489
you weren't taught this right no you're so

00:10:31.509 --> 00:10:33.270
you're trying you're trying and you're

00:10:33.331 --> 00:10:35.452
trying to copy and you're putting your own

00:10:35.932 --> 00:10:38.316
flavor on it and now here's where i

00:10:38.635 --> 00:10:40.357
hang them out to dry that flavor is

00:10:40.437 --> 00:10:42.379
mayonnaise flavored ice cream and you

00:10:42.418 --> 00:10:44.160
don't copy because you would tell people

00:10:44.201 --> 00:10:45.743
you want your cookie cutter treatments are

00:10:45.763 --> 00:10:46.003
bad

00:10:46.302 --> 00:10:46.383
Well,

00:10:46.403 --> 00:10:48.104
then I would say cookie cutter marketing

00:10:48.124 --> 00:10:48.423
is bad.

00:10:48.443 --> 00:10:48.543
Right?

00:10:49.203 --> 00:10:50.904
You didn't understand how you got there.

00:10:51.164 --> 00:10:53.025
Show your work.

00:10:53.346 --> 00:10:53.546
Why?

00:10:53.907 --> 00:10:55.986
Why did Jimmy record a video yesterday on

00:10:56.028 --> 00:10:56.788
his off day?

00:10:56.847 --> 00:10:59.068
Did you see my Instagram post my real?

00:10:59.089 --> 00:11:03.390
I was not even better.

00:11:04.130 --> 00:11:04.692
I did.

00:11:05.371 --> 00:11:06.972
I was on my Peloton and the instructor

00:11:06.993 --> 00:11:08.273
said something which caused me to have an

00:11:08.352 --> 00:11:09.594
idea which caused me to write it down

00:11:09.614 --> 00:11:10.774
while I was sweating and then I did

00:11:10.793 --> 00:11:11.975
the real later and it was

00:11:13.731 --> 00:11:15.993
if Avengers were physical therapists,

00:11:16.193 --> 00:11:16.433
what type?

00:11:16.453 --> 00:11:20.635
So I was like, well, obviously ortho PT,

00:11:20.796 --> 00:11:22.356
Captain America, like reliable,

00:11:22.397 --> 00:11:23.317
down the middle, right?

00:11:23.758 --> 00:11:25.139
Sports PT, Ironman,

00:11:25.259 --> 00:11:26.860
a little bit egotistical.

00:11:26.899 --> 00:11:28.421
And then I went through all like that.

00:11:29.041 --> 00:11:30.042
Now, why'd I do that?

00:11:30.282 --> 00:11:32.663
Because I know the demographic and

00:11:32.722 --> 00:11:34.923
psychographic of all PTs, but Jimmy,

00:11:34.943 --> 00:11:35.585
you just said,

00:11:35.664 --> 00:11:36.644
don't make it for everybody.

00:11:37.186 --> 00:11:37.385
Ah,

00:11:37.785 --> 00:11:40.106
I sprinkled a little bit of something for

00:11:40.267 --> 00:11:40.528
each.

00:11:41.368 --> 00:11:44.168
five different pts in one video so there

00:11:44.208 --> 00:11:46.089
was well did he include me and of

00:11:46.149 --> 00:11:47.710
course out of five there's a lot more

00:11:47.750 --> 00:11:49.691
types of pts no i didn't include you

00:11:51.291 --> 00:11:53.152
so you don't miss the second video which

00:11:53.211 --> 00:11:55.371
i dropped this morning and did five more

00:11:55.631 --> 00:11:58.552
so that was me working backwards stephen

00:11:58.592 --> 00:12:02.293
wrote a really important book called uh uh

00:12:02.333 --> 00:12:04.034
seven habits of highly successful people

00:12:04.575 --> 00:12:07.475
yep habit two start with the end in

00:12:07.515 --> 00:12:10.197
mind right you hear that where's your head

00:12:10.236 --> 00:12:10.317
go

00:12:12.190 --> 00:12:13.431
Well, that's right on.

00:12:13.551 --> 00:12:14.412
And I think you're talking about

00:12:14.451 --> 00:12:15.331
mayonnaise flavored ice cream.

00:12:15.692 --> 00:12:16.613
That's the wow.

00:12:16.633 --> 00:12:17.634
The way I talk about it is it's

00:12:17.714 --> 00:12:18.274
diluted.

00:12:19.154 --> 00:12:20.035
Diluted at best,

00:12:20.115 --> 00:12:21.336
mayonnaise flavored at worst.

00:12:23.197 --> 00:12:24.599
If you're starting with the end,

00:12:24.639 --> 00:12:26.620
then you know all of the flavors and

00:12:26.659 --> 00:12:28.260
you can sprinkle all of those flavors in

00:12:28.321 --> 00:12:29.121
where it makes sense.

00:12:29.162 --> 00:12:30.623
So I think what you did all in

00:12:30.702 --> 00:12:31.123
one video,

00:12:31.163 --> 00:12:32.703
that makes perfect sense or in two videos.

00:12:33.264 --> 00:12:34.445
I think this is why we talk about

00:12:34.485 --> 00:12:35.206
segmentation.

00:12:35.365 --> 00:12:37.126
So we can have one flavor in this

00:12:37.187 --> 00:12:39.168
medium because we know like our sixty five

00:12:39.187 --> 00:12:40.349
plus are on Facebook or something.

00:12:40.389 --> 00:12:41.470
That's like the easiest example.

00:12:42.149 --> 00:12:44.610
So we're talking and looking one way when

00:12:44.630 --> 00:12:46.171
we're on maybe that medium.

00:12:46.250 --> 00:12:47.410
And then if we're doing something else,

00:12:47.451 --> 00:12:49.291
we're talking and looking a little bit

00:12:49.311 --> 00:12:50.751
different while being authentic to the

00:12:50.792 --> 00:12:51.032
brand.

00:12:51.052 --> 00:12:52.652
Yeah.

00:12:53.072 --> 00:12:57.913
Where do people confuse being visible with

00:12:57.952 --> 00:12:58.812
being credible?

00:12:59.192 --> 00:13:00.072
We see this a lot.

00:13:00.113 --> 00:13:01.793
Well, look at these videos.

00:13:01.854 --> 00:13:03.114
A couple of years ago,

00:13:03.134 --> 00:13:05.774
it was dance videos and people were like,

00:13:05.813 --> 00:13:06.875
I guess I have to dance if I

00:13:06.894 --> 00:13:07.475
want attention.

00:13:07.575 --> 00:13:08.654
And I quite literally was like,

00:13:09.657 --> 00:13:11.658
don't dance like i hate dancing i like

00:13:11.677 --> 00:13:13.359
going to events but jimmy doesn't dance

00:13:13.458 --> 00:13:15.759
why because i don't like it right and

00:13:15.799 --> 00:13:17.500
then and then it moved which meant you

00:13:17.561 --> 00:13:19.581
never had to actually dance it's just

00:13:19.942 --> 00:13:22.202
every so you got all the views but

00:13:22.222 --> 00:13:24.563
what was it doing for you got visible

00:13:25.004 --> 00:13:26.384
what was it doing for you so how

00:13:26.404 --> 00:13:28.846
do people in healthcare marketing ceos

00:13:28.885 --> 00:13:31.606
founders up to down to single providers

00:13:31.908 --> 00:13:33.347
how do they why how and why do

00:13:33.368 --> 00:13:34.928
they confuse visibility and credibility

00:13:35.457 --> 00:13:35.638
Well,

00:13:35.738 --> 00:13:38.740
so visibility is anyone can be visible,

00:13:40.022 --> 00:13:41.383
but not everyone can be credible.

00:13:42.143 --> 00:13:45.946
And that is like very simple and basic

00:13:45.966 --> 00:13:46.647
to understand.

00:13:46.687 --> 00:13:48.388
But I think it's really important to keep

00:13:48.427 --> 00:13:49.989
in mind when you're going like, oh,

00:13:50.009 --> 00:13:51.451
we got to go jump on this trend

00:13:51.530 --> 00:13:52.230
and do this thing.

00:13:52.270 --> 00:13:52.410
Right.

00:13:52.451 --> 00:13:54.972
Like or even going back to your earlier

00:13:55.013 --> 00:13:56.494
question about who should they be worried

00:13:56.534 --> 00:13:56.774
about?

00:13:56.894 --> 00:13:57.936
You shouldn't be worried about all of the

00:13:57.956 --> 00:14:00.236
influencers because they're not all

00:14:00.277 --> 00:14:01.398
credible influencers.

00:14:01.418 --> 00:14:03.759
I I'm going to be careful if I'm

00:14:03.799 --> 00:14:04.260
taking

00:14:04.941 --> 00:14:07.302
medical advice from someone on Instagram

00:14:07.322 --> 00:14:08.182
or TikTok, right?

00:14:08.202 --> 00:14:11.145
Like, so I think anyone, right,

00:14:11.206 --> 00:14:12.086
anyone can be visible,

00:14:12.145 --> 00:14:13.027
not anyone can be credible.

00:14:13.047 --> 00:14:15.969
And I think where founders can in

00:14:16.028 --> 00:14:17.610
healthcare specifically can lead into

00:14:17.649 --> 00:14:18.551
their credibility,

00:14:18.610 --> 00:14:19.731
we have the credibility,

00:14:19.792 --> 00:14:22.212
let's figure out now how to get the

00:14:22.232 --> 00:14:22.874
visibility.

00:14:23.794 --> 00:14:27.037
And, and I think that's, you know, tricky,

00:14:27.096 --> 00:14:27.236
right?

00:14:27.256 --> 00:14:28.498
So that's why they bring experts in to

00:14:28.538 --> 00:14:28.817
do that.

00:14:29.418 --> 00:14:31.019
One is quick.

00:14:31.139 --> 00:14:32.059
One is transactional.

00:14:32.080 --> 00:14:32.201
Yep.

00:14:34.224 --> 00:14:35.509
I guess it could be called cheap.

00:14:35.589 --> 00:14:36.854
I don't think it's easy to get a

00:14:36.914 --> 00:14:37.918
million views.

00:14:37.938 --> 00:14:38.962
I'm not saying it's easy.

00:14:39.830 --> 00:14:40.330
It's not.

00:14:40.571 --> 00:14:41.250
But the question is,

00:14:41.331 --> 00:14:42.211
what are you going to do with those

00:14:42.272 --> 00:14:42.832
million views?

00:14:42.913 --> 00:14:43.033
I mean,

00:14:43.052 --> 00:14:45.193
I was talking to a clinic owner the

00:14:45.214 --> 00:14:45.554
other day.

00:14:45.575 --> 00:14:46.855
He's like, we do well on social.

00:14:47.395 --> 00:14:48.937
And then I'm literally in a live call

00:14:48.998 --> 00:14:50.379
and I'm scrolling through his Instagram

00:14:50.399 --> 00:14:50.739
and I go,

00:14:51.019 --> 00:14:53.081
have you audited who's following you?

00:14:53.360 --> 00:14:54.241
And he's like, no,

00:14:54.302 --> 00:14:54.881
how would I do that?

00:14:54.902 --> 00:14:55.883
I was like, well, like,

00:14:55.923 --> 00:14:57.043
just like it said, audit.

00:14:57.424 --> 00:14:58.706
So I'm scrolling through and I'm not going

00:14:58.725 --> 00:14:59.927
to click into every profile.

00:15:00.267 --> 00:15:01.408
So I'm sort of scanning.

00:15:01.567 --> 00:15:02.187
And then I cheat.

00:15:02.248 --> 00:15:02.528
Of course,

00:15:02.568 --> 00:15:04.230
I copy all and put it in ChatGPT

00:15:04.710 --> 00:15:05.230
and I go,

00:15:05.390 --> 00:15:07.131
based on these people's profiles alone,

00:15:07.932 --> 00:15:09.734
are they i can't i can't figure out

00:15:09.754 --> 00:15:11.654
where they are demographic like uh like

00:15:11.735 --> 00:15:13.436
physically where's the demographic where

00:15:13.456 --> 00:15:15.256
they live can't that's take too much time

00:15:15.956 --> 00:15:17.518
but i said based on their profile alone

00:15:17.717 --> 00:15:19.298
are they a clinician or potential client

00:15:19.698 --> 00:15:21.320
and it was like sixty percent clinician

00:15:21.399 --> 00:15:23.360
and i was like so you're making content

00:15:23.400 --> 00:15:25.221
that you think your colleagues would would

00:15:25.241 --> 00:15:28.144
agree with that's a different channel this

00:15:28.224 --> 00:15:30.345
one's not going to make you any money

00:15:30.784 --> 00:15:32.966
getting people through the door that if

00:15:33.005 --> 00:15:34.626
you had a tail they'd be wagging so

00:15:34.687 --> 00:15:35.687
you have visibility

00:15:36.586 --> 00:15:37.567
but no,

00:15:37.587 --> 00:15:39.188
the visibility is for the wrong audience.

00:15:39.208 --> 00:15:40.950
So you get credibility for colleagues,

00:15:40.990 --> 00:15:42.171
but no visibility for clients.

00:15:42.652 --> 00:15:43.753
And you have to marry the two.

00:15:43.932 --> 00:15:45.693
And so I've done this exercise with a

00:15:46.173 --> 00:15:46.754
few clients.

00:15:46.774 --> 00:15:47.816
So a few founders,

00:15:48.976 --> 00:15:50.477
so for a few founders that I've worked

00:15:50.498 --> 00:15:50.677
with,

00:15:50.697 --> 00:15:52.139
and I've done some of their ghostwriting

00:15:52.379 --> 00:15:54.520
thought leadership in various spaces,

00:15:55.481 --> 00:15:56.722
I did that exact exercise.

00:15:56.842 --> 00:15:57.043
I said,

00:15:57.102 --> 00:15:58.884
let's take a look at your LinkedIn

00:15:58.923 --> 00:16:02.167
followers by title, drop it into AI,

00:16:02.267 --> 00:16:03.847
and you're going to tell me buckets of

00:16:03.908 --> 00:16:04.928
who is following me.

00:16:06.427 --> 00:16:06.567
one,

00:16:06.668 --> 00:16:08.428
are they the people we want following us?

00:16:08.509 --> 00:16:09.269
These are our segments.

00:16:09.288 --> 00:16:10.089
These are who we're targeting.

00:16:10.109 --> 00:16:12.429
We're targeting these people to grow our

00:16:12.470 --> 00:16:15.571
business from a prospect perspective.

00:16:15.770 --> 00:16:18.110
We're targeting these people to hire.

00:16:19.451 --> 00:16:21.331
And let's see what that makeup is.

00:16:21.371 --> 00:16:22.653
And then we can figure out who we're

00:16:22.692 --> 00:16:24.192
talking to and how to talk to them.

00:16:24.493 --> 00:16:25.352
And then, oh, by the way,

00:16:25.373 --> 00:16:26.793
we're totally missing this segment.

00:16:26.833 --> 00:16:28.494
So let's figure out a strategy to actually

00:16:28.533 --> 00:16:30.075
get those people to pay attention to us

00:16:30.115 --> 00:16:30.754
and to follow us.

00:16:31.335 --> 00:16:32.155
And when you have visibility,

00:16:32.176 --> 00:16:32.836
you're exactly right.

00:16:32.875 --> 00:16:33.976
Like, what are you doing with it?

00:16:33.996 --> 00:16:35.798
It's not going to translate into a growing

00:16:35.839 --> 00:16:35.999
bit.

00:16:36.038 --> 00:16:36.619
It feels good.

00:16:37.080 --> 00:16:38.581
You know, a great example.

00:16:38.660 --> 00:16:40.221
I checked this morning.

00:16:40.403 --> 00:16:43.664
I had a LinkedIn post reach fifty five

00:16:43.705 --> 00:16:45.647
thousand people and have over one hundred

00:16:45.726 --> 00:16:47.427
engagements on one LinkedIn post.

00:16:47.488 --> 00:16:49.169
I think that's probably my best performing

00:16:49.210 --> 00:16:49.470
post.

00:16:50.667 --> 00:16:51.307
I, it feels good.

00:16:51.326 --> 00:16:52.268
I'm like, Hey, look at that.

00:16:52.327 --> 00:16:53.207
All of these eyeballs,

00:16:53.227 --> 00:16:54.327
people are agreeing with me.

00:16:54.347 --> 00:16:54.707
They're calm.

00:16:54.727 --> 00:16:55.948
Maybe some people are not agreeing.

00:16:56.009 --> 00:16:56.509
Feels good.

00:16:56.528 --> 00:16:57.028
It's great.

00:16:57.308 --> 00:16:59.909
I figured out somehow to like get LinkedIn

00:16:59.929 --> 00:17:02.211
to pay attention to this one post I

00:17:02.270 --> 00:17:03.051
scrolled through.

00:17:03.390 --> 00:17:03.671
Sure.

00:17:03.831 --> 00:17:06.571
There were some perspective, uh,

00:17:06.872 --> 00:17:09.153
clients on there by and large,

00:17:09.192 --> 00:17:11.594
it was marketing folks who were agreeing

00:17:11.614 --> 00:17:12.473
with what I was saying.

00:17:12.814 --> 00:17:14.954
So I have the credibility, which is great.

00:17:15.055 --> 00:17:16.175
And that is one piece of it.

00:17:16.536 --> 00:17:18.017
The next piece is I'm not going to

00:17:18.037 --> 00:17:18.477
go, hey,

00:17:18.497 --> 00:17:19.978
I got fifty five thousand views and one

00:17:20.018 --> 00:17:20.778
hundred engagements.

00:17:20.818 --> 00:17:22.279
That means I should see my business

00:17:22.319 --> 00:17:24.060
skyrocket next month.

00:17:25.402 --> 00:17:25.642
You know,

00:17:25.801 --> 00:17:27.282
I'll work with those numbers to figure out

00:17:27.323 --> 00:17:28.182
sort of what to do with it.

00:17:28.222 --> 00:17:30.463
But that's the visibility,

00:17:30.525 --> 00:17:31.964
not necessarily with the audience that I'm

00:17:31.984 --> 00:17:32.786
looking to have it with.

00:17:33.240 --> 00:17:35.481
yeah uh it means you had a formula

00:17:35.521 --> 00:17:38.584
can you can you can you take something

00:17:38.604 --> 00:17:40.305
that you learned from that post how it

00:17:40.325 --> 00:17:42.686
was structured like quite literally like

00:17:42.727 --> 00:17:44.167
what was the first line was there an

00:17:44.248 --> 00:17:46.210
image was it a video take what you

00:17:46.269 --> 00:17:48.290
can from that i go huh because humans

00:17:48.330 --> 00:17:49.612
are humany you're going to hear me say

00:17:49.652 --> 00:17:52.153
this a lot andrew like you could have

00:17:52.173 --> 00:17:53.414
the perfect strategy and you put it in

00:17:53.434 --> 00:17:54.635
the world and it flops and you're like

00:17:54.675 --> 00:17:57.178
why humans are humany platforms are

00:17:57.218 --> 00:17:57.699
platformy

00:17:58.439 --> 00:17:59.900
the world is chaos, right?

00:18:00.000 --> 00:18:01.442
Or you offhanded,

00:18:01.481 --> 00:18:03.203
like before you wrote that, were you like,

00:18:03.403 --> 00:18:04.884
yeah, this is- Well,

00:18:04.904 --> 00:18:06.006
I'll tell you what I did, Jimmy.

00:18:06.026 --> 00:18:07.186
So it's exactly what you're saying.

00:18:08.509 --> 00:18:10.410
I used the same structure,

00:18:10.470 --> 00:18:13.712
the same format as my last best performing

00:18:13.752 --> 00:18:14.074
post.

00:18:15.424 --> 00:18:16.105
And I said,

00:18:16.886 --> 00:18:18.328
I looked back through the last two weeks

00:18:18.348 --> 00:18:19.790
and I go, which performed the best?

00:18:19.871 --> 00:18:21.532
And there was one that stood out with

00:18:21.573 --> 00:18:22.694
impressions and engagement.

00:18:22.755 --> 00:18:23.055
And I go,

00:18:23.095 --> 00:18:24.376
what exactly did I talk about?

00:18:24.998 --> 00:18:26.579
Let me use that same format and the

00:18:26.599 --> 00:18:27.240
same subject.

00:18:27.821 --> 00:18:29.944
And it both sort of started with like,

00:18:29.984 --> 00:18:31.767
you're spending X amount of dollars on

00:18:31.826 --> 00:18:32.268
marketing.

00:18:32.688 --> 00:18:33.249
I remember that one.

00:18:33.368 --> 00:18:33.509
Yeah.

00:18:33.548 --> 00:18:33.769
Right.

00:18:33.828 --> 00:18:34.429
So there's one,

00:18:34.490 --> 00:18:35.549
I think it was like one fifty or

00:18:35.630 --> 00:18:36.851
one seventy five K or something.

00:18:36.891 --> 00:18:38.132
This one was like you're spending three

00:18:38.152 --> 00:18:39.693
hundred and fifty K a year on marketing.

00:18:39.713 --> 00:18:40.815
And then it goes through like how you're

00:18:40.835 --> 00:18:41.494
breaking that up.

00:18:41.894 --> 00:18:42.976
Because you're talking to different

00:18:43.016 --> 00:18:44.317
people, different people.

00:18:45.238 --> 00:18:46.759
If I'm spending twenty five thousand

00:18:46.778 --> 00:18:47.500
dollars on marketing,

00:18:47.599 --> 00:18:49.060
I'm probably not slowing down there.

00:18:49.421 --> 00:18:51.563
But if I am spending three twenty five,

00:18:51.583 --> 00:18:52.784
I'm going, hang on a second.

00:18:52.804 --> 00:18:53.884
How did you know that?

00:18:54.352 --> 00:18:54.971
Exactly.

00:18:55.093 --> 00:18:58.875
And that is and marketers were largely

00:18:58.954 --> 00:19:00.615
those engaging because they've all been in

00:19:00.635 --> 00:19:01.916
the seat where we're going, hey, guys,

00:19:01.936 --> 00:19:02.836
we're spending a lot of money.

00:19:02.876 --> 00:19:03.897
Let's stop.

00:19:04.018 --> 00:19:05.719
Are we doing the right things and tying

00:19:05.759 --> 00:19:06.138
it back?

00:19:06.959 --> 00:19:08.200
And the goal is ultimately to get that

00:19:08.240 --> 00:19:09.240
message to founders to go.

00:19:09.340 --> 00:19:10.842
If you're spending this much money on

00:19:10.902 --> 00:19:11.342
marketing,

00:19:11.981 --> 00:19:13.542
you're not necessarily able to tie it to

00:19:13.643 --> 00:19:16.025
outcomes like something needs to change or

00:19:16.125 --> 00:19:17.045
you're throwing money away.

00:19:17.065 --> 00:19:17.865
It's not an investment.

00:19:18.558 --> 00:19:22.143
My former boss, shout out to Chris Lloyd,

00:19:23.064 --> 00:19:24.204
was my program director.

00:19:24.244 --> 00:19:26.227
So program director was the thing Jimmy

00:19:26.307 --> 00:19:27.107
always wanted to be.

00:19:27.288 --> 00:19:28.950
I always wanted to be on the radio.

00:19:28.990 --> 00:19:30.771
And then when I got there, of course,

00:19:30.811 --> 00:19:31.532
the metric changes.

00:19:31.613 --> 00:19:32.574
Now I want to be like the guy

00:19:32.614 --> 00:19:34.015
in charge of a radio station.

00:19:34.395 --> 00:19:36.417
And I lucked out that I worked for

00:19:36.458 --> 00:19:38.299
a lot of really good, smart,

00:19:38.599 --> 00:19:39.560
honest people.

00:19:39.760 --> 00:19:41.422
did the work the right way because it

00:19:41.481 --> 00:19:44.303
lasts like substance not flash but maybe a

00:19:44.323 --> 00:19:45.923
little bit of flash with the substance and

00:19:45.943 --> 00:19:47.305
chris lloyd was one of them and he

00:19:47.345 --> 00:19:51.146
called these things beauty pageant metrics

00:19:51.666 --> 00:19:54.208
so i'll give you an example here's we're

00:19:54.228 --> 00:19:57.049
talking about formats and goals pop forty

00:19:57.089 --> 00:19:59.351
radio top forty radio the goal was

00:20:00.355 --> 00:20:02.378
find the popular forty songs and quite

00:20:02.398 --> 00:20:03.740
literally play them.

00:20:03.840 --> 00:20:05.303
And when you're done and you hit forty,

00:20:05.343 --> 00:20:06.265
you play number one again.

00:20:06.805 --> 00:20:07.886
So what you want is,

00:20:08.267 --> 00:20:09.670
it was always easier to talk about like

00:20:09.690 --> 00:20:11.432
a store or a bar or restaurant.

00:20:11.893 --> 00:20:15.817
Top forty wants people to come into their

00:20:16.019 --> 00:20:16.358
store

00:20:17.575 --> 00:20:19.777
often they sort of don't care how long

00:20:19.797 --> 00:20:21.057
they stay because like we're going to beat

00:20:21.077 --> 00:20:22.819
the hell out of this song like you're

00:20:22.839 --> 00:20:23.700
going to be sick of us but then

00:20:23.720 --> 00:20:24.580
you're going to go away then you're going

00:20:24.601 --> 00:20:25.662
to come back we want you to go

00:20:25.682 --> 00:20:27.542
away come back go away come back right

00:20:27.943 --> 00:20:31.166
so their cue their cumulative audience was

00:20:31.247 --> 00:20:33.147
high like how many different people came

00:20:33.167 --> 00:20:35.450
in one time or multiple times that was

00:20:35.650 --> 00:20:39.673
high right their tsl time spent listening

00:20:40.394 --> 00:20:42.655
time spent watching a video time spent in

00:20:42.675 --> 00:20:44.196
your restaurant was short

00:20:44.917 --> 00:20:45.357
They'd come in,

00:20:45.397 --> 00:20:46.999
listen for three songs and like, OK,

00:20:47.058 --> 00:20:49.681
I got my sugar fix, but I'm out.

00:20:49.740 --> 00:20:50.321
It's too sweet.

00:20:50.422 --> 00:20:50.561
Like,

00:20:50.622 --> 00:20:53.002
give me something to flip it to where

00:20:53.144 --> 00:20:54.503
I was, which was rock radio.

00:20:55.285 --> 00:20:57.066
We wanted as many people as we could,

00:20:57.807 --> 00:20:59.587
but we wanted that time spent listening

00:20:59.627 --> 00:21:01.888
longer because an advertiser would say,

00:21:02.430 --> 00:21:05.251
if I run ads three times a day

00:21:05.291 --> 00:21:06.092
on your radio station,

00:21:06.692 --> 00:21:07.792
how many are going to get heard?

00:21:08.453 --> 00:21:10.055
That's why when digital billboards came

00:21:10.134 --> 00:21:11.756
out, I was like, they're like,

00:21:11.796 --> 00:21:12.455
it's cheaper.

00:21:12.537 --> 00:21:14.337
I go, yeah, but I'm getting one fifth

00:21:15.066 --> 00:21:15.787
Right.

00:21:15.807 --> 00:21:16.688
The exposure.

00:21:16.708 --> 00:21:18.250
So why am I paying the same price

00:21:18.309 --> 00:21:19.932
for one thing?

00:21:19.951 --> 00:21:20.051
Yeah.

00:21:20.071 --> 00:21:20.152
Well,

00:21:20.172 --> 00:21:21.913
you don't have to pay for the print

00:21:21.933 --> 00:21:22.253
cost.

00:21:22.294 --> 00:21:22.555
And I go.

00:21:24.255 --> 00:21:25.375
I have no problem with that if I'm

00:21:25.395 --> 00:21:26.576
getting the visibility.

00:21:26.997 --> 00:21:28.198
That was my problem with that.

00:21:28.218 --> 00:21:29.278
So it was like the cost staying the

00:21:29.298 --> 00:21:29.518
same.

00:21:29.558 --> 00:21:31.680
So beauty pageant metrics are,

00:21:32.119 --> 00:21:33.020
listen to how many people,

00:21:33.040 --> 00:21:34.241
look how many people listen to us.

00:21:34.301 --> 00:21:35.982
Look how many views you got.

00:21:36.383 --> 00:21:38.624
Are they the right people for the right

00:21:38.683 --> 00:21:40.546
reason for the right amount of time?

00:21:40.885 --> 00:21:42.727
And if the answer is yes, no, no,

00:21:43.468 --> 00:21:43.827
not good.

00:21:43.867 --> 00:21:45.148
It's gotta be yes, no, no.

00:21:45.189 --> 00:21:46.910
Like you can't just have beauty pageant

00:21:46.950 --> 00:21:48.230
metrics, looks great,

00:21:48.911 --> 00:21:50.392
Doesn't do much off stage.

00:21:50.712 --> 00:21:52.253
So keep that in mind.

00:21:52.394 --> 00:21:52.594
Yes.

00:21:52.634 --> 00:21:53.955
I know your clinic is doing the dance

00:21:53.996 --> 00:21:54.516
trend.

00:21:55.237 --> 00:21:56.417
What's that saying about you?

00:21:56.617 --> 00:21:57.578
There's a, there's a, there's an,

00:21:57.719 --> 00:21:58.720
this is the last thing I'll say before

00:21:58.740 --> 00:21:59.500
I let Andrea talk again.

00:21:59.520 --> 00:22:00.480
Cause I realized I'm talking for a long

00:22:00.500 --> 00:22:00.601
time.

00:22:01.061 --> 00:22:02.462
There is an Instagram account called

00:22:02.563 --> 00:22:04.505
bullshit physio or bullshit rehab.

00:22:04.525 --> 00:22:05.365
I'll put it in the comments.

00:22:06.026 --> 00:22:08.548
And it's this crotchety old dude.

00:22:08.969 --> 00:22:10.650
And I love this guy.

00:22:11.830 --> 00:22:13.231
He does like the videos where he's on

00:22:13.291 --> 00:22:14.393
camera, but then there's like,

00:22:14.553 --> 00:22:16.554
he's like a green screen and he's showing

00:22:16.594 --> 00:22:17.734
like other posts behind.

00:22:18.296 --> 00:22:20.557
And he's showing like PTs doing these like

00:22:20.636 --> 00:22:21.998
dance trends or whatever.

00:22:22.298 --> 00:22:22.878
But here's the thing.

00:22:22.999 --> 00:22:24.179
If that's who you're trying to attract,

00:22:24.480 --> 00:22:24.799
good.

00:22:26.300 --> 00:22:27.161
But it's not, he's like,

00:22:27.642 --> 00:22:28.682
and he's in spinal cord.

00:22:28.902 --> 00:22:30.784
So like, that's a specific type of recap.

00:22:31.023 --> 00:22:31.324
He's like,

00:22:31.483 --> 00:22:33.605
imagine having a spinal cord injury and

00:22:33.625 --> 00:22:35.227
like being nervous to like put your,

00:22:36.428 --> 00:22:39.289
body or your kid or adult you know

00:22:39.349 --> 00:22:41.791
parents body in this care and they're over

00:22:41.811 --> 00:22:45.273
there doing like stupid douchey dances and

00:22:45.314 --> 00:22:47.555
if that's the case like he's just like

00:22:47.615 --> 00:22:49.297
yeah no wonder take no wonder no one

00:22:49.317 --> 00:22:52.278
takes us seriously now his audience are

00:22:52.358 --> 00:22:55.621
other pts it's different than business to

00:22:55.641 --> 00:22:58.142
consumer exactly understanding who your

00:22:58.182 --> 00:23:00.344
audience is has to be i know simon

00:23:00.364 --> 00:23:01.325
sinek says start with why

00:23:02.188 --> 00:23:03.209
I think you and I both agree it's

00:23:03.269 --> 00:23:04.690
start with who.

00:23:04.789 --> 00:23:05.829
Once you get to why,

00:23:06.070 --> 00:23:06.871
things start to pop.

00:23:07.010 --> 00:23:07.371
That is.

00:23:07.451 --> 00:23:08.811
And I think this start with why,

00:23:09.512 --> 00:23:10.532
just quick aside,

00:23:10.593 --> 00:23:13.875
is I think you should always be grounded

00:23:13.935 --> 00:23:15.916
in your own why as an organization.

00:23:16.017 --> 00:23:17.198
Why are we doing this?

00:23:17.238 --> 00:23:19.558
Why are we collectively pulling together?

00:23:20.019 --> 00:23:21.099
What is our why?

00:23:21.220 --> 00:23:22.901
But when you're looking at what you're

00:23:22.941 --> 00:23:23.922
doing externally-

00:23:24.442 --> 00:23:26.124
you need to know who you're talking to

00:23:26.163 --> 00:23:26.763
before you can,

00:23:26.804 --> 00:23:28.325
because then once you know the who,

00:23:28.345 --> 00:23:29.665
then you can figure out their why.

00:23:30.346 --> 00:23:32.248
You can't figure out their why.

00:23:32.288 --> 00:23:32.468
I mean,

00:23:32.528 --> 00:23:33.788
I guess if you're sort of thinking

00:23:33.828 --> 00:23:34.849
generally, you go, why?

00:23:34.930 --> 00:23:35.049
Oh,

00:23:35.069 --> 00:23:36.651
people are going to come to me because

00:23:36.691 --> 00:23:37.832
they need PT.

00:23:38.573 --> 00:23:39.252
Who's they?

00:23:39.532 --> 00:23:41.355
What's the PT that they need, right?

00:23:41.394 --> 00:23:41.914
Like, so,

00:23:42.515 --> 00:23:43.955
and I know like having been in the

00:23:43.997 --> 00:23:44.557
PT space,

00:23:44.596 --> 00:23:46.798
I know that like it's very different if

00:23:46.858 --> 00:23:47.999
I'm a mom looking for,

00:23:48.960 --> 00:23:50.761
a physical therapist for my child,

00:23:51.061 --> 00:23:53.203
I'm looking for a very specific thing and

00:23:53.223 --> 00:23:54.625
you better be speaking to me.

00:23:54.704 --> 00:23:54.924
Right.

00:23:54.984 --> 00:23:56.145
And if I'm an athlete,

00:23:56.386 --> 00:23:57.948
I'm totally different.

00:23:58.729 --> 00:23:59.930
I was talking to a person the other

00:23:59.970 --> 00:24:01.730
day who had an app or a product

00:24:02.672 --> 00:24:04.313
that was designed for people with stroke.

00:24:04.854 --> 00:24:05.513
And I was like,

00:24:05.894 --> 00:24:07.155
and so as a marketer,

00:24:07.215 --> 00:24:09.057
sometimes you have to actually be able to

00:24:09.097 --> 00:24:11.318
like delete

00:24:12.167 --> 00:24:13.489
preconceived and assumptions.

00:24:13.509 --> 00:24:14.128
Like it's hard.

00:24:14.368 --> 00:24:15.470
It's called the curse of knowledge,

00:24:15.750 --> 00:24:16.651
especially as a PT.

00:24:16.770 --> 00:24:18.051
I come into a talk to other PTs

00:24:18.332 --> 00:24:19.432
and I'm like, well, we're PTs.

00:24:19.452 --> 00:24:20.292
So we know the same thing.

00:24:20.313 --> 00:24:22.775
I'm like, no, we don't like,

00:24:22.875 --> 00:24:24.256
I know what you know and vice versa.

00:24:24.695 --> 00:24:25.836
And I remember like one of the first

00:24:25.876 --> 00:24:27.157
questions was like, who,

00:24:27.758 --> 00:24:29.078
who do you need more of at your

00:24:29.138 --> 00:24:29.578
website?

00:24:29.618 --> 00:24:30.680
And he's like people with stroke.

00:24:30.779 --> 00:24:31.721
And I was like, Oh my friend,

00:24:32.480 --> 00:24:34.061
people with stroke are not Googling.

00:24:34.682 --> 00:24:35.363
I shouldn't say any of them,

00:24:35.563 --> 00:24:36.723
but I was like the P the person

00:24:36.743 --> 00:24:39.326
you just described severely hemiparetic.

00:24:40.006 --> 00:24:44.107
aphasia cognitive issues my friend they're

00:24:44.127 --> 00:24:45.969
not making the decision and he was like

00:24:45.989 --> 00:24:48.230
like you saw the light bulb go what

00:24:48.670 --> 00:24:49.951
and i was like you need to talk

00:24:49.971 --> 00:24:52.751
to me my dad had a stroke you're

00:24:52.771 --> 00:24:54.772
talking to me about my dad that's a

00:24:54.873 --> 00:24:56.614
different pain point and literally the

00:24:56.653 --> 00:24:59.556
guy's eyes were like oh expletive i think

00:24:59.576 --> 00:25:00.615
we've been saying the wrong things i'm

00:25:00.635 --> 00:25:01.676
like that's why you're here with me

00:25:02.239 --> 00:25:03.179
It's exactly,

00:25:03.298 --> 00:25:04.839
I had a client a couple of years

00:25:04.880 --> 00:25:06.980
ago who, and I won't say the industry,

00:25:07.000 --> 00:25:07.901
it was within healthcare.

00:25:08.942 --> 00:25:10.721
And they sort of came in going,

00:25:10.801 --> 00:25:11.942
we're talking to,

00:25:12.022 --> 00:25:13.123
who ultimately would have been the end

00:25:13.222 --> 00:25:13.982
user patient.

00:25:14.624 --> 00:25:16.683
And after like having a conversation and

00:25:16.703 --> 00:25:16.884
going,

00:25:17.525 --> 00:25:20.425
I'm not an expert in your sub industry

00:25:20.465 --> 00:25:20.965
of healthcare,

00:25:21.006 --> 00:25:22.666
but I think we're going down the wrong

00:25:22.707 --> 00:25:23.067
path.

00:25:23.146 --> 00:25:25.748
I think it's actually the adult child.

00:25:25.867 --> 00:25:26.268
Correct.

00:25:26.528 --> 00:25:29.471
of the senior um and we validated and

00:25:29.490 --> 00:25:31.092
that's what it was and you are talking

00:25:31.192 --> 00:25:33.034
very very different like the messaging the

00:25:33.114 --> 00:25:35.496
visuals the media like the you name it

00:25:35.536 --> 00:25:36.997
right like they are two completely

00:25:37.017 --> 00:25:38.198
different things if you're talking to an

00:25:38.238 --> 00:25:40.619
adult child versus a senior very different

00:25:41.079 --> 00:25:43.102
is it dinah shore or one if i

00:25:43.241 --> 00:25:45.344
can't remember who the like commentator

00:25:45.364 --> 00:25:46.625
who now does a thing called a place

00:25:46.664 --> 00:25:49.707
for mom yes that's like place for mom.com

00:25:50.528 --> 00:25:52.088
and twenty years ago i remember looking at

00:25:52.128 --> 00:25:54.010
that like the cheesy commercials and not

00:25:54.111 --> 00:25:54.991
understanding it

00:25:55.981 --> 00:25:57.241
until my parents got older.

00:25:57.281 --> 00:25:58.143
And then it was the exact,

00:25:58.262 --> 00:26:00.523
the message has not changed from a place

00:26:00.544 --> 00:26:00.943
for mom.

00:26:01.203 --> 00:26:03.684
Cause you're like, what do I need?

00:26:03.845 --> 00:26:04.365
A place for mom.

00:26:04.384 --> 00:26:05.404
Like, I don't know what to do.

00:26:05.724 --> 00:26:06.445
Like, I don't know what to do.

00:26:06.465 --> 00:26:07.405
And they're like, we have you,

00:26:07.665 --> 00:26:10.326
but they're talking to that adult child of

00:26:10.346 --> 00:26:10.846
the person.

00:26:11.146 --> 00:26:11.326
They,

00:26:11.507 --> 00:26:14.268
they deeply understand that demographic

00:26:14.667 --> 00:26:15.489
and psychographic.

00:26:15.509 --> 00:26:16.409
It's exactly.

00:26:16.993 --> 00:26:18.474
you have all the budget you want,

00:26:18.494 --> 00:26:19.435
which is I think about,

00:26:19.536 --> 00:26:21.957
about one of your posts and you're firing

00:26:22.017 --> 00:26:23.038
at the wrong audience,

00:26:23.157 --> 00:26:24.659
you will blow a lot of money and

00:26:24.699 --> 00:26:25.400
then say,

00:26:25.519 --> 00:26:27.060
then you will look deep into the camera

00:26:27.381 --> 00:26:29.521
and you will say marketing doesn't.

00:26:30.022 --> 00:26:30.303
Right.

00:26:30.423 --> 00:26:33.684
And I've worked with two senior home care

00:26:33.924 --> 00:26:35.526
clients now at this point.

00:26:35.625 --> 00:26:36.826
And that's exactly right.

00:26:36.886 --> 00:26:38.067
Like it has been validated.

00:26:38.107 --> 00:26:39.169
You are speaking to,

00:26:39.949 --> 00:26:41.851
and just like any other, you know,

00:26:42.230 --> 00:26:43.852
figuring out who your persona is,

00:26:44.491 --> 00:26:46.413
they have very specific emotional,

00:26:47.213 --> 00:26:49.694
pain points and you need to solve for

00:26:49.734 --> 00:26:50.875
that within healthcare.

00:26:50.914 --> 00:26:51.694
It's always an emotion.

00:26:51.714 --> 00:26:53.056
This is why I got into not selling

00:26:53.115 --> 00:26:53.756
widgets, right?

00:26:53.796 --> 00:26:54.955
Like people have asked me like,

00:26:55.135 --> 00:26:56.856
why do you love healthcare as a marketer?

00:26:57.176 --> 00:26:59.518
Because I want to help promote for people

00:26:59.577 --> 00:27:00.698
to be healthy and well,

00:27:01.198 --> 00:27:02.459
I don't want to sell widgets and there's

00:27:02.499 --> 00:27:03.898
nothing wrong with promoting widgets.

00:27:03.979 --> 00:27:05.058
It's just personal.

00:27:05.179 --> 00:27:06.680
I like to marry sort of professional and

00:27:06.940 --> 00:27:07.279
personal.

00:27:08.381 --> 00:27:10.662
And people are making emotional decisions.

00:27:10.721 --> 00:27:12.022
I've worked in the urgent care space.

00:27:12.063 --> 00:27:13.624
You're bringing your child who's sick or

00:27:13.644 --> 00:27:15.164
broke a bone or has something going on,

00:27:16.045 --> 00:27:17.365
working in the senior care space.

00:27:17.566 --> 00:27:18.787
As a child, you're going,

00:27:18.926 --> 00:27:19.968
I need to navigate this.

00:27:20.567 --> 00:27:21.848
I have no idea where to begin.

00:27:22.009 --> 00:27:23.250
I'm feeling all of these feelings.

00:27:23.289 --> 00:27:24.951
My parents are feeling feelings about loss

00:27:24.971 --> 00:27:25.611
of independence.

00:27:25.691 --> 00:27:26.112
I mean,

00:27:26.172 --> 00:27:27.653
you really need to be getting into the

00:27:27.692 --> 00:27:28.692
mind of where they are.

00:27:29.534 --> 00:27:30.474
People get very,

00:27:30.535 --> 00:27:35.857
very myopic when it's an emergency.

00:27:37.631 --> 00:27:40.474
That's why things like the things to push

00:27:40.515 --> 00:27:43.659
on emergency exits are huge and gigantic

00:27:43.679 --> 00:27:44.661
and you cannot miss it.

00:27:45.000 --> 00:27:45.240
Right.

00:27:45.541 --> 00:27:45.761
Right.

00:27:46.103 --> 00:27:47.404
People will panic.

00:27:48.365 --> 00:27:48.846
Andrea,

00:27:48.866 --> 00:27:49.887
do you know what the worst thing to

00:27:49.907 --> 00:27:51.529
do in a panic situation is?

00:27:52.550 --> 00:27:53.511
This is from my dad who was a

00:27:53.531 --> 00:27:54.452
New York City firefighter.

00:27:54.673 --> 00:27:55.493
He asked me this once when I was

00:27:55.513 --> 00:27:56.634
like eleven driving in a car.

00:27:56.954 --> 00:27:58.576
Is this a real question or is this

00:27:58.656 --> 00:27:59.156
a trick question?

00:27:59.297 --> 00:28:00.038
I don't know.

00:28:00.077 --> 00:28:00.759
It's like a trick.

00:28:00.778 --> 00:28:02.800
He was like, I'm eleven years old.

00:28:02.820 --> 00:28:02.961
He goes,

00:28:02.980 --> 00:28:03.681
what's the worst thing to do in a

00:28:03.701 --> 00:28:04.261
panic situation?

00:28:04.301 --> 00:28:05.022
I was like, I don't know.

00:28:05.042 --> 00:28:05.823
And he's like, panic.

00:28:05.864 --> 00:28:06.223
Panic, right.

00:28:06.243 --> 00:28:09.106
And then he was like very,

00:28:09.126 --> 00:28:09.626
I was like, well,

00:28:09.646 --> 00:28:11.189
that's a douchey dad joke.

00:28:11.689 --> 00:28:14.571
Because he said it's a panic situation.

00:28:15.778 --> 00:28:17.460
Your reaction should not be panic.

00:28:17.701 --> 00:28:18.580
And that's a marketer,

00:28:18.800 --> 00:28:20.123
but keep in mind what you just said,

00:28:20.242 --> 00:28:21.022
in urgent care,

00:28:21.282 --> 00:28:22.664
it's three o'clock in the morning.

00:28:23.806 --> 00:28:25.446
My kid has a hundred and six fever.

00:28:26.748 --> 00:28:28.108
Is this emergency room?

00:28:28.128 --> 00:28:29.789
Like, I don't, help me make the two,

00:28:29.809 --> 00:28:31.471
I need, I don't even do something.

00:28:33.185 --> 00:28:34.606
Like it's why it's in case of fire,

00:28:34.646 --> 00:28:35.186
break glass.

00:28:35.307 --> 00:28:37.627
Like fire, glass, got it.

00:28:37.667 --> 00:28:38.488
There's your marketing.

00:28:39.028 --> 00:28:40.067
And I'll tell you,

00:28:40.209 --> 00:28:42.608
a popular piece of content with our mom

00:28:42.648 --> 00:28:44.269
persona in the urgent care space was

00:28:44.369 --> 00:28:46.371
literally a graphic urgent or emergent.

00:28:47.269 --> 00:28:48.471
Because if I'm a mom going,

00:28:48.651 --> 00:28:50.152
my child has a high fever or they

00:28:50.172 --> 00:28:52.634
were just stung by something or they fell

00:28:52.694 --> 00:28:53.694
and it looks like it's something,

00:28:54.336 --> 00:28:56.317
I'm going, what am I doing?

00:28:56.397 --> 00:28:57.558
Do I need to run to an emergency

00:28:57.578 --> 00:28:57.699
room?

00:28:57.719 --> 00:28:58.618
Can I go to an urgent care?

00:28:58.638 --> 00:28:59.460
Do I call the doctor?

00:28:59.480 --> 00:29:00.441
Do I call the nurse line?

00:29:00.480 --> 00:29:01.201
Like, what am I doing?

00:29:01.342 --> 00:29:02.903
And it was a very popular piece of

00:29:02.942 --> 00:29:04.023
content and it was simple.

00:29:04.104 --> 00:29:04.904
It was super simple.

00:29:05.724 --> 00:29:06.665
Yes, agreed.

00:29:06.925 --> 00:29:08.607
But think about those two words if you're

00:29:08.627 --> 00:29:09.587
the average person,

00:29:09.749 --> 00:29:11.210
urgent care and emergency department.

00:29:11.269 --> 00:29:11.569
I'm like...

00:29:13.692 --> 00:29:16.933
okay yes those two are different and so

00:29:16.973 --> 00:29:18.775
what you need what i would do is

00:29:18.894 --> 00:29:20.234
you know you know the persona i would

00:29:20.275 --> 00:29:23.336
bring in for the best advice my cousin

00:29:23.376 --> 00:29:26.897
colette who was an emergency room nurse in

00:29:26.958 --> 00:29:28.578
brooklyn has done like essentially every

00:29:28.618 --> 00:29:30.299
nurse job she's an np now and she

00:29:30.339 --> 00:29:32.060
runs she does whatever she wants because

00:29:32.080 --> 00:29:33.402
she figures out what needs to be done

00:29:33.842 --> 00:29:35.923
she's the person who will and i love

00:29:35.962 --> 00:29:37.083
her i'm not saying anything i don't think

00:29:37.103 --> 00:29:38.804
she'd mind she'd be like these people come

00:29:38.824 --> 00:29:39.904
to the emergency room when they should be

00:29:39.924 --> 00:29:41.605
going to urgent care and i'm going colette

00:29:41.625 --> 00:29:41.965
but like

00:29:43.479 --> 00:29:44.440
I have a degree in PT.

00:29:44.720 --> 00:29:45.740
I don't know that I would make the

00:29:45.779 --> 00:29:46.140
right decision.

00:29:46.160 --> 00:29:47.140
Because then you've also said,

00:29:47.320 --> 00:29:48.681
this person had a broken whatever,

00:29:48.701 --> 00:29:49.901
and they just went to urgent care.

00:29:49.941 --> 00:29:50.582
Well, they should have.

00:29:50.602 --> 00:29:50.961
I'm like,

00:29:50.981 --> 00:29:52.342
you have to understand that person,

00:29:52.382 --> 00:29:53.222
Colette, I need you.

00:29:53.242 --> 00:29:54.222
They're not as smart as you.

00:29:54.722 --> 00:29:54.962
Right.

00:29:55.103 --> 00:29:57.003
It's like I like to say,

00:29:57.124 --> 00:29:58.503
you guys do this every day.

00:29:59.164 --> 00:30:00.305
And I say that as a consumer.

00:30:00.384 --> 00:30:01.904
If I have a bad experience,

00:30:02.125 --> 00:30:04.026
I gently remind the person on the other

00:30:04.145 --> 00:30:05.626
end, I'm sorry.

00:30:06.106 --> 00:30:07.346
I can tell you're losing your patience

00:30:07.366 --> 00:30:08.928
with my questions or ignorance.

00:30:09.107 --> 00:30:10.048
I don't do this every day.

00:30:10.087 --> 00:30:10.969
You do this every day.

00:30:12.667 --> 00:30:12.867
Right.

00:30:13.107 --> 00:30:14.430
And we were really fortunate in urgent

00:30:14.450 --> 00:30:16.171
care space that we were founded and

00:30:16.250 --> 00:30:18.512
staffed by former emergency room

00:30:18.692 --> 00:30:19.173
physicians.

00:30:19.733 --> 00:30:21.055
And so I would go to them and

00:30:21.075 --> 00:30:23.037
just like soak up as much content as

00:30:23.136 --> 00:30:23.537
I could.

00:30:23.596 --> 00:30:25.259
They were the ones I'm not the one.

00:30:25.318 --> 00:30:25.558
Right.

00:30:25.699 --> 00:30:27.059
And I would take that and spin it

00:30:27.079 --> 00:30:28.801
and go, who am I speaking to?

00:30:28.862 --> 00:30:29.762
Where are they?

00:30:29.843 --> 00:30:31.144
Let me take what you just said and

00:30:31.163 --> 00:30:32.424
then translate that for them.

00:30:32.829 --> 00:30:34.432
That would be a great piece of content,

00:30:34.612 --> 00:30:36.334
those things where people ask a question

00:30:36.394 --> 00:30:38.155
and then stand on one side of the

00:30:38.175 --> 00:30:38.457
video.

00:30:39.057 --> 00:30:42.201
There's like, emergency room, urgent care.

00:30:42.240 --> 00:30:44.604
And you're like, fever of one oh two.

00:30:44.683 --> 00:30:46.445
And you're like, urgent care.

00:30:46.526 --> 00:30:47.186
Such a great, yeah.

00:30:48.508 --> 00:30:50.130
bleeding that can't stop from,

00:30:50.330 --> 00:30:51.531
it hasn't stopped for more than fifteen

00:30:51.551 --> 00:30:52.733
minutes, like, whoop, whoop, whoop,

00:30:52.794 --> 00:30:54.455
emergency, or whatever's closer, like,

00:30:54.756 --> 00:30:55.277
whatever.

00:30:55.297 --> 00:30:56.939
But it's good to see it's not just

00:30:56.959 --> 00:30:57.539
the answer,

00:30:57.779 --> 00:30:59.102
because the answer doesn't stick.

00:30:59.542 --> 00:31:00.884
You need to start creating reasoning

00:31:00.923 --> 00:31:02.967
patterns in people who don't face these

00:31:03.047 --> 00:31:03.768
every day.

00:31:04.048 --> 00:31:04.849
My dad would always say,

00:31:06.807 --> 00:31:08.508
when the bell in the firehouse would ring,

00:31:08.868 --> 00:31:10.449
it means someone has already tried some

00:31:10.489 --> 00:31:10.828
things.

00:31:12.009 --> 00:31:12.388
Usually,

00:31:12.409 --> 00:31:13.588
there are some people who call the fire

00:31:13.608 --> 00:31:14.390
department for everything,

00:31:14.430 --> 00:31:15.470
but most people are like,

00:31:15.990 --> 00:31:17.349
I only want to push that button because

00:31:17.369 --> 00:31:18.390
I want to get in trouble.

00:31:18.410 --> 00:31:19.351
Right, right.

00:31:19.371 --> 00:31:21.310
I don't want to bother them.

00:31:21.351 --> 00:31:22.330
Then my dad would say, they waited.

00:31:22.510 --> 00:31:23.892
They should just call us in the first

00:31:23.932 --> 00:31:24.132
place.

00:31:24.152 --> 00:31:25.672
This wouldn't have burned three floors in

00:31:25.692 --> 00:31:27.031
a building in the Bronx.

00:31:27.051 --> 00:31:30.413
And I'm like, but they don't know.

00:31:32.087 --> 00:31:33.548
Until it hits like, hey,

00:31:33.567 --> 00:31:34.648
our Christmas tree is on fire.

00:31:34.689 --> 00:31:34.828
Like,

00:31:34.848 --> 00:31:36.449
do I get a do I get a

00:31:36.669 --> 00:31:38.509
extinguisher or do I immediately call nine

00:31:38.568 --> 00:31:39.028
one one?

00:31:39.108 --> 00:31:39.308
Like,

00:31:40.130 --> 00:31:41.150
I'm probably going to try to fight it

00:31:41.190 --> 00:31:43.089
myself because now I'm embarrassed,

00:31:43.109 --> 00:31:43.849
like choking.

00:31:44.770 --> 00:31:46.891
My dad was in a steakhouse thirty years

00:31:46.931 --> 00:31:49.971
ago and it's a New York City fireman

00:31:50.011 --> 00:31:51.531
since he was twenty something.

00:31:52.192 --> 00:31:54.392
Dude was used to scary situations,

00:31:54.792 --> 00:31:56.512
starts choking on a piece of steak.

00:31:57.414 --> 00:31:58.777
Do you know what his first reaction was

00:31:58.836 --> 00:31:59.136
to do?

00:31:59.678 --> 00:32:02.221
Go to the bathroom alone.

00:32:02.240 --> 00:32:02.701
Because he's like,

00:32:02.740 --> 00:32:04.303
I was immediately embarrassed.

00:32:04.624 --> 00:32:06.885
He said, I got up from the table,

00:32:07.307 --> 00:32:09.269
was having dinner with another fireman and

00:32:09.288 --> 00:32:10.329
the other fireman's wife.

00:32:10.911 --> 00:32:11.131
He said,

00:32:11.270 --> 00:32:12.593
I would have been dead unless the other

00:32:12.613 --> 00:32:13.773
guy looked at my face and was like,

00:32:13.834 --> 00:32:14.674
I've seen that face before.

00:32:14.694 --> 00:32:14.996
Realizable.

00:32:15.215 --> 00:32:16.217
You're not going anywhere.

00:32:16.297 --> 00:32:17.978
And he gave him the Heimlich in the

00:32:18.018 --> 00:32:19.038
middle of the restaurant.

00:32:19.439 --> 00:32:20.859
And then he goes back to work the

00:32:20.880 --> 00:32:22.060
next day and goes, we're doing drill.

00:32:22.080 --> 00:32:23.361
We're doing Heimlich maneuver.

00:32:23.662 --> 00:32:24.761
And one of the guys there was like,

00:32:25.063 --> 00:32:25.903
that's a little basic.

00:32:26.063 --> 00:32:27.544
And he's like, I almost died yesterday.

00:32:28.085 --> 00:32:28.345
And he's like,

00:32:28.365 --> 00:32:29.726
I've been doing this for twenty five years

00:32:29.925 --> 00:32:31.227
and I fell for the trap.

00:32:32.030 --> 00:32:33.432
And so that's the importance of the

00:32:33.471 --> 00:32:34.472
constant education.

00:32:34.633 --> 00:32:36.374
So when I have a client who's like,

00:32:36.413 --> 00:32:38.135
we don't need that kind of content,

00:32:38.736 --> 00:32:39.636
we do, right?

00:32:39.676 --> 00:32:40.678
So we're not going to,

00:32:40.718 --> 00:32:42.038
and this is where it gets into like,

00:32:42.159 --> 00:32:43.559
you need to understand the outcome,

00:32:43.599 --> 00:32:45.181
but you also have to understand not every

00:32:45.221 --> 00:32:46.662
piece of content you're going to be able

00:32:46.682 --> 00:32:47.442
to track back to go.

00:32:47.482 --> 00:32:48.644
That's the thing that drove it.

00:32:48.943 --> 00:32:50.645
But it's really important that you are

00:32:50.806 --> 00:32:53.748
educating people on the thing that you are

00:32:53.788 --> 00:32:57.431
providing repeatedly, like basics, right?

00:32:58.138 --> 00:32:58.940
In radio terms,

00:32:59.039 --> 00:33:00.942
it would be right now at halfway through

00:33:00.961 --> 00:33:01.782
the show, me saying,

00:33:01.843 --> 00:33:03.263
welcome to Marketing Doesn't Work with

00:33:03.384 --> 00:33:05.445
Andrea and Jimmy, who have, I don't know,

00:33:05.506 --> 00:33:07.387
combined, seventy, thirty.

00:33:07.428 --> 00:33:10.029
A lot of years, twenty, forty.

00:33:10.750 --> 00:33:12.311
Technically, if you really want it,

00:33:12.752 --> 00:33:14.094
I started doing the morning announcements

00:33:14.134 --> 00:33:16.215
in sixth grade in middle school and I

00:33:16.336 --> 00:33:17.717
made them a radio show.

00:33:17.957 --> 00:33:19.278
Like what I did was I read the

00:33:19.298 --> 00:33:21.359
cards in sixth grade at eleven.

00:33:21.941 --> 00:33:22.681
And then I was like,

00:33:23.597 --> 00:33:25.118
What if I put something funny in between

00:33:25.138 --> 00:33:25.940
this card and that card?

00:33:26.039 --> 00:33:27.820
And I did it with a window to

00:33:28.102 --> 00:33:29.643
the office, with the principal's office.

00:33:30.042 --> 00:33:31.804
And the women in the front office would

00:33:31.844 --> 00:33:32.184
giggle.

00:33:32.525 --> 00:33:33.365
And I was like, ooh,

00:33:33.685 --> 00:33:35.247
if you can make an adult giggle,

00:33:35.928 --> 00:33:37.148
that's next level.

00:33:37.469 --> 00:33:39.450
And then I just slowly progressed.

00:33:40.230 --> 00:33:41.311
That's what marketing is.

00:33:41.491 --> 00:33:42.613
So the only thing I would add to

00:33:42.633 --> 00:33:43.012
that is,

00:33:43.953 --> 00:33:45.394
I know you've been marketing this message

00:33:45.414 --> 00:33:47.537
for four hundred million weeks.

00:33:48.428 --> 00:33:50.589
Someone is finding you for the first time

00:33:51.150 --> 00:33:51.750
today.

00:33:52.230 --> 00:33:53.332
And the person who's been listening for

00:33:53.392 --> 00:33:55.794
four hundred weeks still needs to be

00:33:55.854 --> 00:33:57.375
reminded of what your basics is.

00:33:57.615 --> 00:33:59.916
Sports Center still says we are top ten

00:33:59.957 --> 00:34:01.278
plays once a day,

00:34:01.538 --> 00:34:03.140
every day for a billion years.

00:34:03.319 --> 00:34:04.121
We do top plays.

00:34:04.361 --> 00:34:05.281
We cover all sports.

00:34:05.662 --> 00:34:06.462
You don't.

00:34:08.083 --> 00:34:09.864
Don't fall to the curse of knowledge.

00:34:10.505 --> 00:34:11.847
Tony Meritato checking in live.

00:34:11.947 --> 00:34:13.750
He's a guy who understands this and was

00:34:13.811 --> 00:34:15.432
not trained in this.

00:34:15.472 --> 00:34:18.597
He figured it out and got real good

00:34:18.677 --> 00:34:18.836
at it.

00:34:19.398 --> 00:34:19.898
I'll say this.

00:34:19.938 --> 00:34:21.179
Here's a good example that I was actually

00:34:21.199 --> 00:34:22.782
going to bring up on our live stream

00:34:22.802 --> 00:34:23.744
with Tony the other day.

00:34:24.503 --> 00:34:26.025
which we do Tuesdays and Thursdays,

00:34:26.085 --> 00:34:27.766
eight thirty Eastern called PT Breakfast

00:34:27.786 --> 00:34:28.005
Club.

00:34:28.246 --> 00:34:29.447
See how I just slid that in there,

00:34:29.507 --> 00:34:29.726
Andrea.

00:34:29.766 --> 00:34:31.307
That's just years.

00:34:31.728 --> 00:34:32.748
I wanted to talk about this.

00:34:32.789 --> 00:34:33.768
And Tony, maybe we will.

00:34:34.369 --> 00:34:36.429
I think it's brilliant when your client

00:34:36.449 --> 00:34:38.632
says we need fifty different types of

00:34:39.331 --> 00:34:39.831
content.

00:34:40.532 --> 00:34:42.132
I just say I just say,

00:34:42.713 --> 00:34:43.414
will it blend?

00:34:44.394 --> 00:34:45.255
And they go, what?

00:34:45.295 --> 00:34:46.376
Like a blend of marketing mix?

00:34:46.396 --> 00:34:47.315
I go, no, quite literally.

00:34:47.916 --> 00:34:50.617
There is a company called Blend Tech.

00:34:51.657 --> 00:34:53.018
and they do very little marketing.

00:34:53.579 --> 00:34:54.900
Have you seen this channel before, Andrea?

00:34:54.920 --> 00:34:55.940
I have not, no.

00:34:56.320 --> 00:34:57.041
They have a blender.

00:34:58.420 --> 00:34:59.561
Andrea, you're gonna be the consumer.

00:34:59.661 --> 00:35:00.581
What kind of blender, Jimmy?

00:35:00.702 --> 00:35:01.262
They have a blender.

00:35:02.143 --> 00:35:03.163
What kind of blender, Jimmy?

00:35:03.503 --> 00:35:04.844
This will blend anything.

00:35:06.364 --> 00:35:07.804
Really though, anything?

00:35:07.844 --> 00:35:08.445
Like anything?

00:35:08.846 --> 00:35:09.346
Anything.

00:35:09.485 --> 00:35:11.086
So the question is on their YouTube

00:35:11.106 --> 00:35:11.626
channel is,

00:35:12.728 --> 00:35:14.449
will the new iPhone twelve blend?

00:35:14.688 --> 00:35:15.268
Oh, wow.

00:35:16.266 --> 00:35:20.550
Will car key fobs,

00:35:21.070 --> 00:35:22.472
I saw a dozen golf balls,

00:35:22.853 --> 00:35:24.715
will an Amazon Echo blend?

00:35:25.056 --> 00:35:25.996
And they are quite literally,

00:35:26.016 --> 00:35:28.539
a guy in a lab coat is putting

00:35:30.280 --> 00:35:33.704
an Amazon Echo into the Blendtec blender.

00:35:33.885 --> 00:35:35.586
Like, look, he's got safety goggles on.

00:35:36.505 --> 00:35:37.304
And he's like, look,

00:35:37.324 --> 00:35:39.646
there's a handful of Crayola makeup

00:35:39.706 --> 00:35:40.085
markers.

00:35:40.326 --> 00:35:42.025
My kids would love this, by the way.

00:35:42.045 --> 00:35:44.027
This is a ridiculous, ridiculous,

00:35:44.106 --> 00:35:45.226
nonsensical channel.

00:35:45.726 --> 00:35:48.608
And then wait till I scroll down to.

00:35:48.648 --> 00:35:49.588
How many eyeballs?

00:35:49.628 --> 00:35:50.188
Seven years ago,

00:35:50.288 --> 00:35:52.309
six hundred and thirty six thousand views.

00:35:52.588 --> 00:35:53.628
They have eight hundred and thirty eight

00:35:53.648 --> 00:35:54.108
subscribers.

00:35:54.429 --> 00:35:56.650
Do all of them need blenders right now,

00:35:56.769 --> 00:35:57.130
Andrea?

00:35:57.710 --> 00:35:58.210
No, they don't.

00:35:58.751 --> 00:35:59.992
But when I go to buy a new

00:36:00.012 --> 00:36:02.414
blender, I want one that doesn't break.

00:36:02.434 --> 00:36:04.054
Exactly.

00:36:04.155 --> 00:36:05.275
I'm not blending golf balls,

00:36:05.576 --> 00:36:06.996
but I do want to make a smoothie

00:36:07.157 --> 00:36:08.818
or a frozen drink by the pool.

00:36:08.838 --> 00:36:10.259
And I don't want it to get jammed

00:36:10.318 --> 00:36:10.478
up.

00:36:10.798 --> 00:36:12.780
And I know a blender is a transaction

00:36:13.059 --> 00:36:14.240
because it's like I'm going to buy one

00:36:14.280 --> 00:36:16.262
every year because they don't make them

00:36:16.282 --> 00:36:17.302
like they used to and the motor is

00:36:17.322 --> 00:36:17.882
going to whatever.

00:36:17.902 --> 00:36:18.704
It's not going to blend.

00:36:19.003 --> 00:36:20.824
Blendtec is literally like –

00:36:21.275 --> 00:36:22.534
Expletive that.

00:36:22.574 --> 00:36:23.155
Will it blend?

00:36:23.556 --> 00:36:25.476
And then so the whole channel is called

00:36:25.516 --> 00:36:26.056
Will It Blend?

00:36:26.317 --> 00:36:28.036
And you're like, I've got to see.

00:36:28.836 --> 00:36:29.518
Got to see.

00:36:29.557 --> 00:36:31.358
Well, twelve golf balls.

00:36:31.458 --> 00:36:32.239
There's no way.

00:36:32.278 --> 00:36:32.778
No way.

00:36:33.378 --> 00:36:34.699
Go to their channel right now.

00:36:35.159 --> 00:36:36.079
Look up golf balls.

00:36:36.840 --> 00:36:37.579
And the answer is,

00:36:38.260 --> 00:36:38.960
I'm not going to tell you.

00:36:39.280 --> 00:36:40.442
But do you think they would have done

00:36:40.461 --> 00:36:41.621
it if not they tested it out?

00:36:41.681 --> 00:36:42.182
Of course.

00:36:42.202 --> 00:36:42.302
Right.

00:36:42.543 --> 00:36:44.043
I can tell you they have the strongest

00:36:44.583 --> 00:36:45.443
blender knives,

00:36:45.483 --> 00:36:46.565
whatever the thing at the bottom of a

00:36:46.585 --> 00:36:46.784
blender,

00:36:46.804 --> 00:36:49.985
and the biggest torque in the most miles

00:36:50.007 --> 00:36:50.166
per hour.

00:36:50.206 --> 00:36:51.427
They didn't tell me about their features.

00:36:51.487 --> 00:36:52.168
They showed me.

00:36:52.248 --> 00:36:52.927
So two things.

00:36:53.007 --> 00:36:53.768
This reminds me,

00:36:53.807 --> 00:36:55.869
going back to infomercial days,

00:36:55.929 --> 00:36:56.849
Ginsu knives.

00:36:57.382 --> 00:36:57.943
Oh, I remember those.

00:36:58.204 --> 00:36:58.704
They cut out.

00:36:58.724 --> 00:37:00.045
They were cutting through like metal.

00:37:00.324 --> 00:37:00.965
And it's right.

00:37:00.985 --> 00:37:01.925
It's like if it can cut through metal,

00:37:01.965 --> 00:37:04.068
it can cut through steak or whatever it

00:37:04.148 --> 00:37:04.268
is.

00:37:04.788 --> 00:37:06.289
But the other thing you said, you know,

00:37:06.469 --> 00:37:07.829
I'm not in the market for a blender

00:37:07.869 --> 00:37:08.250
right now.

00:37:08.329 --> 00:37:09.351
And this goes back to what we were

00:37:09.391 --> 00:37:11.291
talking about in our last episode about

00:37:11.353 --> 00:37:13.373
customer journey and why I don't subscribe

00:37:13.414 --> 00:37:14.795
to top of funnel, middle funnel,

00:37:14.815 --> 00:37:15.255
bottom funnel.

00:37:15.675 --> 00:37:16.715
Yes, if we need to bucket things,

00:37:16.735 --> 00:37:17.135
we will.

00:37:17.195 --> 00:37:18.617
But not everyone's on the same journey.

00:37:18.677 --> 00:37:20.117
You need to understand what journeys

00:37:20.159 --> 00:37:20.878
people are on.

00:37:21.259 --> 00:37:22.760
But I may be looking at blenders,

00:37:22.820 --> 00:37:24.702
for example, for months.

00:37:25.322 --> 00:37:26.141
And then I'm going to go, oh,

00:37:26.581 --> 00:37:27.063
I need a blender.

00:37:27.083 --> 00:37:28.702
Right.

00:37:28.802 --> 00:37:30.443
Like someone may have an impulse purchase

00:37:30.483 --> 00:37:31.284
where they go, oh,

00:37:31.324 --> 00:37:32.704
my blender just broke yesterday.

00:37:32.724 --> 00:37:33.605
I, you know, whatever.

00:37:34.485 --> 00:37:37.985
So that's why we need to be consistently

00:37:38.025 --> 00:37:40.427
pushing out content.

00:37:40.547 --> 00:37:40.806
Yeah.

00:37:40.947 --> 00:37:41.547
The right person.

00:37:41.568 --> 00:37:43.327
Do you want to like an extreme example?

00:37:43.367 --> 00:37:44.909
Extreme examples are sometimes cute,

00:37:44.929 --> 00:37:45.989
but like not always helpful.

00:37:46.329 --> 00:37:47.869
But this is this is a big one.

00:37:47.929 --> 00:37:48.030
Yeah.

00:37:48.050 --> 00:37:49.289
The Ginsu knife would cut a can,

00:37:50.070 --> 00:37:50.550
a can.

00:37:51.818 --> 00:37:53.900
Then it would like slice a tomato,

00:37:53.940 --> 00:37:54.661
like paper.

00:37:55.402 --> 00:37:55.822
And you're like,

00:37:56.141 --> 00:37:57.422
I could tell you all day that it

00:37:57.443 --> 00:37:57.943
could do,

00:37:58.003 --> 00:37:59.864
but my favorite day in third grade was

00:37:59.885 --> 00:38:03.168
show and tell because of the shop.

00:38:03.447 --> 00:38:04.489
We told people all day,

00:38:04.509 --> 00:38:05.449
when I told people I bought,

00:38:05.469 --> 00:38:07.110
had a new scooter or whatever it was,

00:38:07.351 --> 00:38:08.972
that's cool, but check this out.

00:38:09.512 --> 00:38:11.193
You can do that without having the scooter

00:38:11.213 --> 00:38:12.614
though.

00:38:12.675 --> 00:38:13.635
Gotta show them though.

00:38:13.715 --> 00:38:15.396
That's where a story comes into it.

00:38:15.617 --> 00:38:17.739
What was I just gonna talk about?

00:38:19.802 --> 00:38:20.722
If the goal was,

00:38:20.762 --> 00:38:22.804
we're talking about beauty pageant

00:38:22.844 --> 00:38:25.367
metrics, visibility versus credibility,

00:38:26.847 --> 00:38:29.650
you could get more views advertising on

00:38:29.670 --> 00:38:34.034
the Super Bowl than you could in F-one

00:38:34.074 --> 00:38:36.657
racing, right?

00:38:36.737 --> 00:38:38.717
For pound for pound, inch for inch, right?

00:38:38.737 --> 00:38:39.918
Because the Super Bowl is once a year,

00:38:39.978 --> 00:38:40.780
so it's a spectacle.

00:38:42.240 --> 00:38:42.802
You could probably,

00:38:43.061 --> 00:38:44.322
and I think we could fact check this,

00:38:44.342 --> 00:38:44.983
I'm gonna guess,

00:38:46.117 --> 00:38:47.918
Super Bowl trumps, just a little bit,

00:38:48.018 --> 00:38:48.438
Wimbledon.

00:38:48.599 --> 00:38:49.259
They're both big.

00:38:50.420 --> 00:38:53.121
But F-one and Wimbledon have different

00:38:53.161 --> 00:38:53.701
audiences.

00:38:53.900 --> 00:38:57.061
So Rolex will not sponsor the World Series

00:38:57.541 --> 00:39:00.702
or Super Bowl or any of those things.

00:39:00.802 --> 00:39:02.664
And they could get more views by doing

00:39:02.684 --> 00:39:03.945
the entire NFL.

00:39:03.965 --> 00:39:05.724
For what they spend on Wimbledon or F-one,

00:39:06.025 --> 00:39:07.585
they could own the entire NFL.

00:39:08.802 --> 00:39:10.023
But the person that's going to buy a

00:39:10.083 --> 00:39:12.164
Rolex, they might be there,

00:39:12.523 --> 00:39:14.005
but they're more likely to be watching.

00:39:14.425 --> 00:39:16.184
And what they also say is, dude,

00:39:16.204 --> 00:39:16.965
we're not Timex.

00:39:17.005 --> 00:39:18.425
We're not takes a licking and keeps on

00:39:18.485 --> 00:39:18.806
ticking.

00:39:19.465 --> 00:39:20.387
We're Rolex.

00:39:21.246 --> 00:39:23.068
You buy this because this is a time

00:39:23.128 --> 00:39:23.588
piece.

00:39:24.148 --> 00:39:26.469
So you're saying something about your

00:39:26.489 --> 00:39:28.829
brand simply by where you put it and

00:39:28.869 --> 00:39:29.949
where you do not.

00:39:30.342 --> 00:39:31.081
Where you do not.

00:39:31.282 --> 00:39:31.963
You're exactly right.

00:39:31.983 --> 00:39:33.302
And the vanity metrics, you know,

00:39:33.342 --> 00:39:35.164
those beauty pageant, as you say, metrics,

00:39:35.545 --> 00:39:36.824
you could get all the eyeballs in the

00:39:36.864 --> 00:39:37.144
world.

00:39:37.164 --> 00:39:37.746
But if they're, you know,

00:39:37.786 --> 00:39:39.266
if it's like thirty percent of your

00:39:39.346 --> 00:39:41.146
audience versus seventy and you just spend

00:39:41.206 --> 00:39:42.728
all of this money and now you're showing

00:39:42.748 --> 00:39:43.588
the seventy percent,

00:39:43.608 --> 00:39:45.369
you're diluting your brand potentially,

00:39:45.429 --> 00:39:46.610
depending on looking at it.

00:39:47.351 --> 00:39:47.692
But Andrea,

00:39:47.731 --> 00:39:49.152
if you're sitting there in the C-suite and

00:39:49.172 --> 00:39:50.233
you're the marketing chair and you're

00:39:50.253 --> 00:39:51.612
looking at your bosses going,

00:39:51.652 --> 00:39:52.152
how do we do?

00:39:52.193 --> 00:39:52.592
And you're like,

00:39:52.952 --> 00:39:54.514
views are down this quarter.

00:39:54.773 --> 00:39:56.833
You have to immediately go, that's good.

00:39:57.233 --> 00:39:58.114
I told this story before.

00:39:58.134 --> 00:39:59.074
I was working for a healthcare

00:39:59.114 --> 00:40:04.876
organization and we changed, we're hiring,

00:40:04.916 --> 00:40:05.536
or what do we say?

00:40:06.235 --> 00:40:07.076
Apply for a job.

00:40:08.577 --> 00:40:09.356
And I changed it to,

00:40:09.396 --> 00:40:10.396
we're taking commitments.

00:40:11.496 --> 00:40:13.838
the number of total commitments job

00:40:13.858 --> 00:40:15.920
applications same thing i didn't razzle

00:40:15.940 --> 00:40:18.340
dazzle the what right i razzle dazzled the

00:40:18.380 --> 00:40:21.202
whatever the the the the message the

00:40:21.342 --> 00:40:25.405
number went down but number of qualified

00:40:25.724 --> 00:40:28.385
applicants commitments our batting average

00:40:28.405 --> 00:40:31.307
was higher they did it six months later

00:40:31.327 --> 00:40:33.748
they changed it back why it emotionally

00:40:33.768 --> 00:40:36.331
didn't feel well for the hiring team and

00:40:36.411 --> 00:40:37.851
we had money and we had metrics to

00:40:37.931 --> 00:40:38.411
prove it

00:40:39.016 --> 00:40:41.498
It's it's so common to me, the story.

00:40:41.597 --> 00:40:41.797
I mean,

00:40:41.818 --> 00:40:43.858
it's the same sort of psychology around

00:40:43.978 --> 00:40:45.519
like get on the wait,

00:40:45.579 --> 00:40:47.521
like get on the exclusive wait list or

00:40:47.581 --> 00:40:47.960
something.

00:40:48.001 --> 00:40:48.221
Right.

00:40:48.260 --> 00:40:49.961
It's like but the commitment like that's

00:40:49.981 --> 00:40:51.503
such a strong you're like, wait a minute.

00:40:52.103 --> 00:40:53.083
I want to commit to this.

00:40:53.224 --> 00:40:55.204
I'm the type of person that you're not

00:40:55.224 --> 00:40:55.885
going to be committed.

00:40:55.985 --> 00:40:57.206
I don't even want you to bother my

00:40:57.226 --> 00:40:58.246
hiring team's time.

00:40:58.407 --> 00:40:58.987
Exactly.

00:40:59.931 --> 00:41:01.351
And that sends a signal.

00:41:01.871 --> 00:41:02.713
I stole this from,

00:41:03.833 --> 00:41:04.833
I won't even tell you where I stole

00:41:04.853 --> 00:41:05.012
it from.

00:41:05.052 --> 00:41:05.512
I'll give you a hint.

00:41:05.793 --> 00:41:06.793
I stole it from one of the four

00:41:06.813 --> 00:41:07.813
branches of the military.

00:41:07.873 --> 00:41:08.893
Which one did I steal it from?

00:41:09.893 --> 00:41:10.974
Which one's the elite?

00:41:11.275 --> 00:41:11.835
The elite.

00:41:12.534 --> 00:41:13.514
Which is the one that doesn't want you?

00:41:13.534 --> 00:41:14.034
It's the Marines.

00:41:14.054 --> 00:41:15.114
The few.

00:41:15.215 --> 00:41:15.315
Right.

00:41:15.335 --> 00:41:16.695
The few that, thank you.

00:41:16.795 --> 00:41:17.795
I was thinking of that and I was

00:41:17.815 --> 00:41:18.896
totally blanking on Marines.

00:41:18.916 --> 00:41:19.356
I know.

00:41:19.396 --> 00:41:19.836
Exactly.

00:41:20.317 --> 00:41:21.817
The Marines fight club people.

00:41:23.369 --> 00:41:25.010
They're like, well, I want to do whatever.

00:41:25.030 --> 00:41:25.971
And they're like, no, you're not.

00:41:26.472 --> 00:41:28.032
I don't think you're good enough.

00:41:28.072 --> 00:41:29.333
You hear Marines and you know,

00:41:29.432 --> 00:41:31.373
you immediately have an association with

00:41:31.454 --> 00:41:31.835
what's happening.

00:41:31.855 --> 00:41:32.715
The white people are like,

00:41:32.775 --> 00:41:34.016
why can't I come in?

00:41:34.215 --> 00:41:35.476
Like, you want that person.

00:41:36.016 --> 00:41:36.836
Screw demographic.

00:41:36.876 --> 00:41:38.297
You want that psychographic.

00:41:38.617 --> 00:41:38.978
Why?

00:41:39.298 --> 00:41:40.239
Because that's the guy you want.

00:41:40.318 --> 00:41:42.179
The Marines are like, that's who we want.

00:41:42.681 --> 00:41:44.141
And you guys can have the rest.

00:41:44.521 --> 00:41:46.882
It's just amazing to me that it's so

00:41:47.023 --> 00:41:47.503
obvious.

00:41:47.862 --> 00:41:50.485
And the other three branches don't do it.

00:41:51.800 --> 00:41:52.840
Because you don't want those people in the

00:41:52.880 --> 00:41:53.521
military at all.

00:41:53.561 --> 00:41:55.163
Or maybe you do need to fill numbers

00:41:55.262 --> 00:41:57.405
because maybe you'd have to.

00:41:58.686 --> 00:42:00.429
But what story are you telling?

00:42:00.449 --> 00:42:01.469
All right.

00:42:01.530 --> 00:42:03.911
I didn't think we'd talk about this for

00:42:03.931 --> 00:42:04.452
that long.

00:42:04.833 --> 00:42:07.615
Well, it's good stuff.

00:42:08.436 --> 00:42:09.097
Which means...

00:42:10.449 --> 00:42:10.831
All right,

00:42:10.931 --> 00:42:12.992
let's tee off the second story or a

00:42:13.052 --> 00:42:14.034
second topic I want to do.

00:42:14.275 --> 00:42:15.916
I did a post and then a video.

00:42:16.938 --> 00:42:18.699
Videos for me have been performing not

00:42:18.740 --> 00:42:19.742
well at all on LinkedIn.

00:42:20.202 --> 00:42:21.583
I feel like LinkedIn has now made a

00:42:21.643 --> 00:42:22.224
big shift backwards.

00:42:22.244 --> 00:42:23.306
They've changed the algorithm.

00:42:23.425 --> 00:42:24.246
They've changed back.

00:42:24.266 --> 00:42:26.110
They go like, oh, wait a minute, videos,

00:42:26.150 --> 00:42:26.650
TikTok.

00:42:26.791 --> 00:42:28.132
And then they were like, ooh, ooh, ooh,

00:42:28.211 --> 00:42:29.333
ooh, ooh, pulled it right back.

00:42:29.605 --> 00:42:31.686
So I pulled back and I'm not doing,

00:42:31.706 --> 00:42:32.367
I mean,

00:42:32.387 --> 00:42:33.987
I'm trying it just to keep poking the

00:42:34.007 --> 00:42:35.068
bear, but it's not doing anything.

00:42:35.387 --> 00:42:36.409
So I actually stopped doing it.

00:42:36.489 --> 00:42:36.809
Why?

00:42:37.168 --> 00:42:38.570
Well, why not just share it there, Jimmy?

00:42:38.971 --> 00:42:40.451
Because I think it might negatively affect

00:42:40.510 --> 00:42:40.632
me.

00:42:40.811 --> 00:42:41.271
So I'm not,

00:42:41.612 --> 00:42:43.213
I'll wait until the needle comes back.

00:42:43.492 --> 00:42:44.853
But I am into long,

00:42:45.054 --> 00:42:47.576
I have strong hook, then deep thought,

00:42:47.775 --> 00:42:49.056
show my work posts.

00:42:49.577 --> 00:42:53.918
And I did one that says this,

00:42:54.059 --> 00:42:55.860
healthcare loves to argue about cost,

00:42:56.460 --> 00:42:57.460
access, and staffing.

00:42:57.561 --> 00:42:58.181
They're all valid.

00:43:00.148 --> 00:43:02.092
but underneath all of it is one problem

00:43:02.211 --> 00:43:04.215
everybody looks at like a turd on the

00:43:04.235 --> 00:43:04.675
carpet

00:43:06.041 --> 00:43:06.961
At Christmas dinner,

00:43:07.322 --> 00:43:08.282
everyone's looking at it going,

00:43:08.422 --> 00:43:09.202
I don't want to touch it.

00:43:09.302 --> 00:43:10.063
Who's going to touch it?

00:43:10.083 --> 00:43:11.264
It's not my problem to solve.

00:43:11.585 --> 00:43:13.706
I was given great advice long ago.

00:43:13.786 --> 00:43:16.789
The definition of innovation in anything

00:43:17.349 --> 00:43:18.909
is finding a problem no one wants to

00:43:18.989 --> 00:43:21.351
solve, making that your problem.

00:43:21.652 --> 00:43:24.873
And then by definition, you're innovative.

00:43:25.233 --> 00:43:27.076
It doesn't need to be technological or

00:43:27.096 --> 00:43:29.297
with lasers or with AI.

00:43:29.938 --> 00:43:30.818
Simply solving a problem.

00:43:30.838 --> 00:43:31.659
The most basic thing,

00:43:31.739 --> 00:43:32.780
solve it and do it well.

00:43:33.159 --> 00:43:35.900
So here's the thing I think is lying.

00:43:36.081 --> 00:43:38.561
It's a bigger problem and it's deeper than

00:43:39.422 --> 00:43:41.802
cost, access, and staffing.

00:43:42.083 --> 00:43:43.282
And I will die on this hill.

00:43:43.583 --> 00:43:44.963
And I think the answer is friction.

00:43:44.983 --> 00:43:46.965
Here's what I mean.

00:43:47.065 --> 00:43:48.784
Every no-show, ghosted referral,

00:43:48.844 --> 00:43:50.425
patient who fell off the plan,

00:43:50.545 --> 00:43:51.786
every burned out clinician,

00:43:52.385 --> 00:43:53.867
the same root cause.

00:43:56.023 --> 00:43:56.884
Friction to schedule,

00:43:56.943 --> 00:43:57.864
friction to understand,

00:43:57.925 --> 00:43:58.824
friction to follow up,

00:43:58.885 --> 00:44:00.186
friction to stay bought in.

00:44:00.686 --> 00:44:01.746
And I'm sitting here going,

00:44:02.146 --> 00:44:03.467
now I'm going to parallel this with

00:44:03.507 --> 00:44:04.847
something the audience can see.

00:44:04.867 --> 00:44:05.807
Because they're going to go,

00:44:06.369 --> 00:44:07.829
I can hear them already as they're reading

00:44:07.889 --> 00:44:08.509
or watching the video.

00:44:08.528 --> 00:44:09.309
Well, actually, Jimmy,

00:44:09.349 --> 00:44:10.670
it's a little more complicated than that.

00:44:10.690 --> 00:44:11.190
I swear,

00:44:11.351 --> 00:44:12.690
I will come through this phone and what's

00:44:12.751 --> 00:44:13.632
actually slap you.

00:44:15.369 --> 00:44:16.871
the answer is friction could you imagine

00:44:17.010 --> 00:44:20.090
andrea you're the ceo of a little company

00:44:20.132 --> 00:44:22.851
called netflix and when i sign up i

00:44:22.871 --> 00:44:24.293
don't even not even sure how to sign

00:44:24.313 --> 00:44:25.313
up because you're gonna ask me for forty

00:44:25.353 --> 00:44:27.434
two pieces of information and then i've

00:44:27.454 --> 00:44:28.713
got to get on a wait list to

00:44:28.793 --> 00:44:31.594
maybe push play in two weeks how many

00:44:31.635 --> 00:44:33.876
people do you think would stick around and

00:44:33.916 --> 00:44:36.215
this was this was yeah zero and listen

00:44:36.577 --> 00:44:38.697
netflix understood it their original

00:44:38.757 --> 00:44:40.458
business model had a ton of friction in

00:44:40.498 --> 00:44:43.539
it it was fric it was less friction

00:44:43.559 --> 00:44:43.778
than

00:44:44.943 --> 00:44:46.246
They're predecessors.

00:44:46.286 --> 00:44:47.329
I have to go to the store and

00:44:47.349 --> 00:44:48.112
then I go to the store with that

00:44:48.132 --> 00:44:48.693
movie's out.

00:44:49.760 --> 00:44:51.983
Kids, Netflix started with DVDs.

00:44:52.023 --> 00:44:52.842
DVDs.

00:44:52.882 --> 00:44:53.543
I did a case.

00:44:53.643 --> 00:44:55.304
So we in grad school,

00:44:56.224 --> 00:44:58.847
I did a case study on Netflix and

00:44:58.867 --> 00:45:00.668
their origin and where they should sort of

00:45:00.728 --> 00:45:01.289
go to.

00:45:01.568 --> 00:45:03.329
And that's what they started with.

00:45:03.349 --> 00:45:04.791
And I don't know that this generation,

00:45:05.231 --> 00:45:07.472
the younger generation might not know what

00:45:07.492 --> 00:45:09.014
a DVD is or a CD.

00:45:09.094 --> 00:45:11.635
So I love telling my young kids about

00:45:11.675 --> 00:45:12.195
these things.

00:45:12.576 --> 00:45:14.157
You had to wait for a physical copy

00:45:14.197 --> 00:45:15.878
of the movie to then put into a

00:45:15.938 --> 00:45:16.679
player and play.

00:45:18.043 --> 00:45:19.864
instead of scroll and play,

00:45:20.065 --> 00:45:21.525
but they saw they went to where the

00:45:21.565 --> 00:45:22.206
puck was going.

00:45:22.465 --> 00:45:25.447
But could you imagine now trying to

00:45:25.487 --> 00:45:26.849
compete and you've got to sign up for

00:45:26.889 --> 00:45:27.409
two weeks?

00:45:28.309 --> 00:45:29.670
Now that might work if you're like

00:45:29.789 --> 00:45:32.170
Bergdorf Goodman and like you have to get

00:45:32.190 --> 00:45:33.472
into the club before you can.

00:45:33.811 --> 00:45:35.693
But again, right, that's their audience.

00:45:35.793 --> 00:45:36.893
It's a premium offer.

00:45:37.014 --> 00:45:39.215
Like this is it's exactly it's the Rolex

00:45:39.355 --> 00:45:40.396
thing, right?

00:45:40.436 --> 00:45:42.836
So where do you think

00:45:44.541 --> 00:45:46.045
friction lives in healthcare.

00:45:46.126 --> 00:45:47.911
I don't care if it's urgent care, PT,

00:45:48.271 --> 00:45:50.297
like just say the quiet things out loud.

00:45:50.898 --> 00:45:52.280
I am so glad you asked, Jimmy.

00:45:54.960 --> 00:45:57.021
This is a horse that I have beat

00:45:57.202 --> 00:45:58.842
for many, many, many years.

00:46:00.123 --> 00:46:02.385
And I know you, I think,

00:46:02.605 --> 00:46:04.646
started or prefaced by saying like access

00:46:04.686 --> 00:46:05.266
is on that list.

00:46:05.286 --> 00:46:06.166
That's not really your,

00:46:06.606 --> 00:46:07.686
but I'm going to define it.

00:46:07.726 --> 00:46:08.507
So for me,

00:46:08.728 --> 00:46:12.068
I have continued to say across different

00:46:12.088 --> 00:46:14.489
types of clients within healthcare for

00:46:14.530 --> 00:46:15.150
many years.

00:46:15.791 --> 00:46:18.791
Friction is a problem if people can't

00:46:19.032 --> 00:46:20.472
easily access you.

00:46:20.572 --> 00:46:22.253
So if they can easily find you easily

00:46:22.393 --> 00:46:23.074
access you,

00:46:23.273 --> 00:46:25.715
that is friction and we are going to

00:46:25.815 --> 00:46:28.996
lose them or we're spending a tremendous

00:46:29.036 --> 00:46:31.177
amount of money to push them through money

00:46:31.257 --> 00:46:31.777
and effort.

00:46:32.117 --> 00:46:33.318
And that doesn't feel good for the

00:46:33.617 --> 00:46:34.579
prospective patient.

00:46:34.619 --> 00:46:35.978
That doesn't feel good for the people who

00:46:36.018 --> 00:46:36.719
are working there.

00:46:37.599 --> 00:46:38.280
So, you know,

00:46:38.440 --> 00:46:40.360
let's like very simple example.

00:46:41.121 --> 00:46:43.202
There are still health care organizations

00:46:43.222 --> 00:46:45.543
that do not allow you to schedule online.

00:46:47.317 --> 00:46:49.077
mind mind-blowing and i have sat in

00:46:49.137 --> 00:46:51.380
boardrooms jimmy i've sat in boardrooms

00:46:51.420 --> 00:46:53.119
and i've talked about we are not a

00:46:53.179 --> 00:46:55.001
healthcare company or competing against

00:46:55.021 --> 00:46:56.641
healthcare companies we are competing

00:46:56.702 --> 00:46:59.664
against the consumer experience and i did

00:46:59.704 --> 00:47:01.164
a talk on this at a healthcare

00:47:01.204 --> 00:47:03.425
communicators conference a few years ago

00:47:04.166 --> 00:47:05.086
we have to

00:47:06.336 --> 00:47:10.541
think about ourselves as one more thing to

00:47:10.581 --> 00:47:13.844
do on a person's list on their phone.

00:47:14.065 --> 00:47:16.407
I can very easily schedule my groceries to

00:47:16.427 --> 00:47:16.947
be delivered.

00:47:17.027 --> 00:47:18.648
I can easily schedule my groceries to be

00:47:18.668 --> 00:47:19.710
picked up, whatever it may be.

00:47:20.451 --> 00:47:22.632
But Andrea, we are not groceries.

00:47:23.472 --> 00:47:23.813
Cool.

00:47:24.313 --> 00:47:27.054
But when you are in a specialty

00:47:27.094 --> 00:47:27.534
healthcare,

00:47:27.954 --> 00:47:29.135
especially when there are other

00:47:29.175 --> 00:47:30.954
competitors and I can easily go on their

00:47:30.994 --> 00:47:31.534
website and go,

00:47:31.695 --> 00:47:33.536
I want to see you next Tuesday at

00:47:33.576 --> 00:47:36.177
two o'clock, check done, add to calendar.

00:47:36.976 --> 00:47:38.858
And you're making me either fill out a

00:47:38.898 --> 00:47:42.378
form to request and wait to hear back.

00:47:42.418 --> 00:47:44.739
Forty eight hours later or probably not

00:47:44.780 --> 00:47:46.460
hear back because no one checks their

00:47:46.559 --> 00:47:48.541
inbox when you're filling out an online

00:47:48.581 --> 00:47:49.860
contact or I have to get on the

00:47:49.900 --> 00:47:50.440
phone with you or.

00:47:51.181 --> 00:47:52.101
Oh, stop, stop, stop.

00:47:52.862 --> 00:47:54.163
What was that word you just said?

00:47:55.284 --> 00:47:55.644
Phone.

00:47:56.144 --> 00:47:57.166
I'm not getting on the phone.

00:47:57.666 --> 00:47:58.768
You want me to call you?

00:47:58.987 --> 00:48:00.989
That's insane.

00:48:01.070 --> 00:48:01.510
Insane.

00:48:01.530 --> 00:48:02.530
So let's play this out.

00:48:02.791 --> 00:48:03.692
Like, you know,

00:48:04.072 --> 00:48:05.554
we talk about the younger generation not

00:48:05.574 --> 00:48:06.635
wanting to make a phone call.

00:48:07.456 --> 00:48:08.577
I don't want to make a phone call.

00:48:09.197 --> 00:48:10.699
And I'm not the younger generation.

00:48:11.498 --> 00:48:13.740
I will make a phone call if it

00:48:13.780 --> 00:48:15.043
is absolutely necessary.

00:48:15.282 --> 00:48:16.744
But if I can book an appointment with

00:48:16.784 --> 00:48:17.324
my barber...

00:48:18.961 --> 00:48:21.563
And it's not that I don't want to

00:48:21.603 --> 00:48:22.005
call.

00:48:22.105 --> 00:48:23.806
It's that I understand that easier ways

00:48:23.847 --> 00:48:24.226
exist.

00:48:24.367 --> 00:48:26.588
And I'm confused why you're making me do

00:48:26.628 --> 00:48:27.349
a harder thing.

00:48:27.369 --> 00:48:28.891
Exactly.

00:48:28.911 --> 00:48:29.771
You know, twenty years ago,

00:48:29.831 --> 00:48:31.032
thirty years ago, fifty years ago.

00:48:31.052 --> 00:48:31.293
I don't know.

00:48:31.313 --> 00:48:32.273
I'm not good with time,

00:48:32.293 --> 00:48:34.536
but like phone was not the option.

00:48:34.556 --> 00:48:35.617
Then also it became the option.

00:48:35.637 --> 00:48:37.438
Like you mean I don't go down and

00:48:37.458 --> 00:48:38.639
then put my name on a list like

00:48:39.099 --> 00:48:39.960
that was easier.

00:48:40.442 --> 00:48:42.463
But now that the easier thing exists.

00:48:43.023 --> 00:48:44.445
You cannot ask them to go back.

00:48:44.605 --> 00:48:45.385
I'm sorry.

00:48:45.545 --> 00:48:45.925
And, you know,

00:48:46.045 --> 00:48:48.387
it's and I think it's not being lazy.

00:48:48.447 --> 00:48:50.887
So I think there's this like it's really

00:48:50.927 --> 00:48:52.027
just it's smart.

00:48:52.327 --> 00:48:53.369
And, you know,

00:48:53.648 --> 00:48:56.190
especially if your target demographic or

00:48:56.409 --> 00:48:57.931
your target persona, like, you know,

00:48:57.951 --> 00:48:59.431
I go back to a lot and like

00:48:59.472 --> 00:49:01.152
women are the health care decision makers.

00:49:01.231 --> 00:49:02.753
So a lot of companies I've worked with,

00:49:02.793 --> 00:49:03.994
I'm targeting moms, I'm target.

00:49:04.713 --> 00:49:05.474
I'm very busy.

00:49:05.594 --> 00:49:06.835
I have a million this, you know,

00:49:06.876 --> 00:49:08.056
you sort of think about this week.

00:49:08.097 --> 00:49:08.697
It's spirit week.

00:49:08.737 --> 00:49:09.398
It's Christmas week.

00:49:09.458 --> 00:49:11.039
It's bring teacher gifts,

00:49:11.199 --> 00:49:12.661
bake this for all these.

00:49:13.360 --> 00:49:14.902
I'm sitting at a stop sign or a

00:49:14.981 --> 00:49:16.364
red light and I'm going, oh, shoot,

00:49:16.463 --> 00:49:17.443
I needed to do that thing.

00:49:17.543 --> 00:49:18.485
I pick up my phone and I do

00:49:18.505 --> 00:49:19.485
the thing and then it's done.

00:49:19.925 --> 00:49:22.849
I'm not going to get on the phone

00:49:22.909 --> 00:49:24.610
and I'm looking at my calendar and I'm

00:49:24.650 --> 00:49:25.351
like, oh, wait a minute.

00:49:25.431 --> 00:49:25.710
Oh, yep.

00:49:25.731 --> 00:49:26.592
Let me get you a snack.

00:49:27.771 --> 00:49:28.811
You need a slide rule.

00:49:28.871 --> 00:49:30.512
And I don't even know what a slide

00:49:30.532 --> 00:49:30.851
rule is.

00:49:30.893 --> 00:49:32.172
I know it was just used in Bugs

00:49:32.213 --> 00:49:34.873
Bunny cartoons to signify way over

00:49:34.914 --> 00:49:35.494
complicated.

00:49:35.773 --> 00:49:36.675
Way over complicated.

00:49:36.775 --> 00:49:38.235
And so that is friction.

00:49:38.434 --> 00:49:40.556
And that's also an access problem.

00:49:40.615 --> 00:49:42.016
So if I cannot...

00:49:43.307 --> 00:49:45.108
very easily schedule an appointment with

00:49:45.148 --> 00:49:45.429
you.

00:49:45.630 --> 00:49:48.152
That friction has now caused me to not

00:49:48.192 --> 00:49:49.032
have the access.

00:49:49.893 --> 00:49:51.333
If I need to reschedule,

00:49:51.434 --> 00:49:52.394
like this is why,

00:49:52.454 --> 00:49:55.356
this is not a marketing problem.

00:49:55.376 --> 00:49:56.818
I was just going to go there.

00:49:56.838 --> 00:49:57.039
Keep going.

00:49:57.059 --> 00:49:58.079
I think it is, but hold on,

00:49:58.099 --> 00:49:58.500
keep going.

00:49:58.860 --> 00:49:59.260
Exactly.

00:49:59.280 --> 00:50:00.641
So this is a multifunctional,

00:50:00.701 --> 00:50:03.362
like I get at the table with operations,

00:50:03.422 --> 00:50:05.403
with customers, with client,

00:50:05.423 --> 00:50:06.264
whatever you want to call.

00:50:07.025 --> 00:50:07.284
And,

00:50:07.625 --> 00:50:09.146
and that who that's who needs to be

00:50:09.166 --> 00:50:10.367
at the table because I'm going,

00:50:10.407 --> 00:50:10.847
wait a minute,

00:50:11.327 --> 00:50:13.228
I'm spending a lot of money to get

00:50:13.369 --> 00:50:14.588
a prospect here.

00:50:15.070 --> 00:50:16.030
I get their attention.

00:50:16.530 --> 00:50:17.550
I tell them what we do.

00:50:17.811 --> 00:50:18.811
I get them excited.

00:50:19.391 --> 00:50:20.032
And then this,

00:50:20.172 --> 00:50:21.672
I get them here and then it goes

00:50:21.893 --> 00:50:22.333
drop.

00:50:22.798 --> 00:50:24.822
I promised them something and you are not

00:50:24.862 --> 00:50:26.684
delivering on the promise that I made.

00:50:26.804 --> 00:50:29.947
And that is why they don't do anything.

00:50:30.708 --> 00:50:33.471
And we've now failed this prospective

00:50:33.510 --> 00:50:35.172
patient who needs care.

00:50:35.813 --> 00:50:38.938
And you've also failed the organization.

00:50:38.978 --> 00:50:41.059
Flash across marketing doesn't work.

00:50:41.360 --> 00:50:43.161
But wait, marketing does work.

00:50:43.742 --> 00:50:47.085
You broke the customer experience for me.

00:50:48.065 --> 00:50:50.168
And so I have sat at many tables

00:50:50.208 --> 00:50:51.608
and I've beat that horse, Jimmy, about,

00:50:51.648 --> 00:50:52.730
you know, and that's just one example.

00:50:52.929 --> 00:50:54.231
Online scheduling, please.

00:50:55.251 --> 00:50:57.233
Engineers would call this and I loved

00:50:57.273 --> 00:50:59.275
hanging out with engineers because I was

00:50:59.295 --> 00:50:59.414
like,

00:50:59.434 --> 00:51:00.635
you guys are way too smart for that.

00:51:00.675 --> 00:51:02.677
But I like peeking in and they would

00:51:02.697 --> 00:51:04.297
they would call it like we would be

00:51:04.338 --> 00:51:05.800
designing something in the radio station

00:51:05.860 --> 00:51:06.300
or not me.

00:51:06.320 --> 00:51:06.480
I mean,

00:51:06.539 --> 00:51:07.561
I would just tell them what I want

00:51:07.581 --> 00:51:08.422
and they would work backwards.

00:51:09.202 --> 00:51:10.983
And I'm like, it's not working.

00:51:11.751 --> 00:51:14.913
we're not there yet and i'm like how

00:51:14.932 --> 00:51:16.052
do you know where to look and they

00:51:16.072 --> 00:51:17.492
just go we look for points of failure

00:51:17.612 --> 00:51:19.853
and i was like well yeah but what

00:51:19.893 --> 00:51:21.574
is that and he's like anywhere it goes

00:51:21.594 --> 00:51:23.054
from a thing that i know is working

00:51:23.175 --> 00:51:24.594
to another thing that i know is working

00:51:24.755 --> 00:51:27.215
it's the space between so you said this

00:51:27.275 --> 00:51:29.295
isn't a marketing problem this is an ops

00:51:29.315 --> 00:51:30.615
thing i'm like but that's where the

00:51:30.655 --> 00:51:32.556
handoff from marketing to ops goes and

00:51:32.577 --> 00:51:34.036
that is that that is a divide

00:51:34.485 --> 00:51:35.246
Because it's like this.

00:51:35.306 --> 00:51:36.307
It needs to be like this.

00:51:36.347 --> 00:51:36.829
And I'll tell you,

00:51:36.849 --> 00:51:37.929
it's the point of failure.

00:51:37.949 --> 00:51:39.331
My friends and family don't love this

00:51:39.351 --> 00:51:41.434
about me, but it's an occupational hazard.

00:51:42.157 --> 00:51:43.878
I look for what could go wrong.

00:51:44.914 --> 00:51:45.135
Right.

00:51:45.315 --> 00:51:48.836
And in marketing, you need to do that.

00:51:48.896 --> 00:51:50.978
And a lot of times the fix to

00:51:50.998 --> 00:51:52.679
what could go wrong is not a marketing

00:51:52.719 --> 00:51:53.219
solution.

00:51:53.619 --> 00:51:53.878
Right.

00:51:53.958 --> 00:51:55.179
It's an operational solution.

00:51:55.239 --> 00:51:56.119
And that's why you need to be at

00:51:56.159 --> 00:51:56.539
the table.

00:51:56.559 --> 00:51:57.661
And there needs to be clarity because

00:51:57.701 --> 00:51:59.942
marketing isn't just creating pretty

00:51:59.981 --> 00:52:01.623
pictures and getting the word out.

00:52:01.762 --> 00:52:03.003
It's then what happens.

00:52:03.023 --> 00:52:04.704
Like I worked in an organization where

00:52:04.824 --> 00:52:06.744
patient experience had a dotted line to me

00:52:06.824 --> 00:52:07.706
as the marketing leader,

00:52:08.286 --> 00:52:10.246
because if I got you this far,

00:52:11.086 --> 00:52:12.688
And then it was a really port like

00:52:12.907 --> 00:52:13.869
there was a you know,

00:52:13.909 --> 00:52:15.690
they weren't scripted on what to say when

00:52:15.710 --> 00:52:17.291
they answered the phone or there wasn't an

00:52:17.471 --> 00:52:19.351
easy intake experience.

00:52:19.612 --> 00:52:20.391
The worst thing, Jimmy,

00:52:20.431 --> 00:52:21.632
I know you've probably experienced as

00:52:21.672 --> 00:52:21.853
well.

00:52:22.333 --> 00:52:23.353
I do make an appointment.

00:52:23.914 --> 00:52:25.094
I fill out information online.

00:52:25.215 --> 00:52:26.536
I get in and then you hand me

00:52:26.635 --> 00:52:30.057
a clipboard with seven printouts that I

00:52:30.077 --> 00:52:30.757
need to fill out.

00:52:31.599 --> 00:52:32.659
I don't want to do that.

00:52:32.920 --> 00:52:34.280
I don't want to fill out seven pages.

00:52:34.300 --> 00:52:34.760
Twenty five.

00:52:35.621 --> 00:52:35.900
Right.

00:52:36.282 --> 00:52:38.402
Six in a week and a half.

00:52:38.956 --> 00:52:40.217
then what are you doing with this where's

00:52:40.257 --> 00:52:41.518
my information going and why are you

00:52:41.597 --> 00:52:43.338
asking me again like give me a portal

00:52:43.539 --> 00:52:45.639
i will fill it out online and make

00:52:45.699 --> 00:52:47.099
it so i can log in with my

00:52:47.159 --> 00:52:48.579
gmail because there's no possible way i'm

00:52:48.599 --> 00:52:50.221
gonna remember your random login and

00:52:50.260 --> 00:52:53.061
password after the after twenty minutes

00:52:53.081 --> 00:52:54.402
but then the i.t person yelling at me

00:52:54.722 --> 00:52:56.202
don't use the same password across

00:52:56.242 --> 00:53:01.244
platforms okay okay exactly and yes i

00:53:01.264 --> 00:53:02.284
understand why but that's dumb

00:53:02.992 --> 00:53:04.275
And on the, it's dumb.

00:53:04.536 --> 00:53:06.119
And so that's the front end friction.

00:53:06.139 --> 00:53:07.181
And then you think about the back end

00:53:07.222 --> 00:53:07.902
friction, again,

00:53:07.943 --> 00:53:09.326
have worked across a number of healthcare

00:53:09.367 --> 00:53:10.007
organizations.

00:53:11.061 --> 00:53:11.922
And I'm going to say this and then

00:53:11.942 --> 00:53:13.003
I'm going to say something else, right?

00:53:13.043 --> 00:53:14.344
So on the back end,

00:53:14.384 --> 00:53:16.365
there is a tremendous amount of friction

00:53:16.706 --> 00:53:17.347
with like,

00:53:17.447 --> 00:53:19.188
so I can't tell you how many times

00:53:19.507 --> 00:53:21.110
I couldn't have a CRM,

00:53:21.250 --> 00:53:25.193
but I had to work within an EMR.

00:53:25.273 --> 00:53:26.594
Hey, where do all of our content?

00:53:26.675 --> 00:53:27.235
Oh, yeah, just go in.

00:53:27.615 --> 00:53:28.797
I don't want to go in the EMR.

00:53:29.016 --> 00:53:30.277
I am not a clinical person.

00:53:30.338 --> 00:53:31.759
I should not be touching that information,

00:53:31.798 --> 00:53:32.780
but that's how it's built.

00:53:32.820 --> 00:53:32.920
Well,

00:53:32.940 --> 00:53:35.021
the EMR doesn't integrate with HubSpot

00:53:35.041 --> 00:53:35.561
because

00:53:36.884 --> 00:53:37.224
OK,

00:53:37.884 --> 00:53:40.746
so then our internal friction becomes an

00:53:40.867 --> 00:53:42.628
external experience problem.

00:53:42.648 --> 00:53:42.708
Yes,

00:53:43.429 --> 00:53:44.730
because now we're going to fill this out,

00:53:44.750 --> 00:53:45.311
fill this out.

00:53:45.431 --> 00:53:45.731
Oh, wait.

00:53:46.431 --> 00:53:46.992
You know,

00:53:47.132 --> 00:53:48.893
I've worked at more than one place where

00:53:48.934 --> 00:53:49.193
I go.

00:53:50.155 --> 00:53:51.556
Where can I see who opted in for

00:53:51.695 --> 00:53:51.996
email?

00:53:52.257 --> 00:53:53.137
Pretty simple question.

00:53:54.001 --> 00:53:55.262
Oh, well, you know, we ask them that.

00:53:55.663 --> 00:53:55.722
Oh,

00:53:55.742 --> 00:53:57.103
but then they have a different platform

00:53:57.123 --> 00:53:58.724
for text and a different platform for

00:53:58.764 --> 00:53:59.525
marketing emails.

00:53:59.565 --> 00:54:00.164
And I'm like, guys,

00:54:00.184 --> 00:54:01.865
like we're like violating something here.

00:54:03.887 --> 00:54:05.186
And so then it becomes a poor patient

00:54:05.206 --> 00:54:05.867
experience problem.

00:54:05.907 --> 00:54:09.548
So I could talk all day about friction.

00:54:09.730 --> 00:54:12.570
The company that begins to solve it,

00:54:12.610 --> 00:54:13.992
we just said innovation doesn't have to be

00:54:14.052 --> 00:54:14.452
fancy.

00:54:15.628 --> 00:54:18.090
but I see friction points all over.

00:54:18.110 --> 00:54:19.112
I know Tony Meritato,

00:54:19.132 --> 00:54:20.213
who was watching a minute ago,

00:54:20.612 --> 00:54:22.574
he said he knows practices to send twenty

00:54:22.614 --> 00:54:25.416
pages of paperwork and will not let a

00:54:25.456 --> 00:54:27.117
new patient schedule if they don't fill it

00:54:27.137 --> 00:54:27.737
out and submit.

00:54:28.438 --> 00:54:29.460
I don't know if he's still watching,

00:54:29.480 --> 00:54:31.621
but Tony, how long is your wait list?

00:54:31.961 --> 00:54:33.463
And I'll just let him answer because I

00:54:33.523 --> 00:54:34.242
know the answer.

00:54:34.643 --> 00:54:35.885
And this is the right answer,

00:54:36.485 --> 00:54:37.865
which is backwards.

00:54:38.005 --> 00:54:38.847
And I'll let him answer.

00:54:38.867 --> 00:54:39.907
But why?

00:54:40.288 --> 00:54:42.650
You're going to have to get those twenty.

00:54:42.690 --> 00:54:44.411
Let's just pretend you have to get twenty

00:54:44.451 --> 00:54:45.371
pages of information.

00:54:46.376 --> 00:54:47.978
That's why my solution, someone was like,

00:54:48.259 --> 00:54:48.860
well, Jimmy,

00:54:48.880 --> 00:54:49.920
what would you do to fix it?

00:54:50.001 --> 00:54:50.942
There you are on the internet,

00:54:50.981 --> 00:54:52.023
just throwing out problems,

00:54:52.063 --> 00:54:52.664
but no solution.

00:54:52.704 --> 00:54:53.644
And here was my answer.

00:54:53.945 --> 00:54:54.606
Tell me if I'm wrong.

00:54:54.626 --> 00:54:55.286
And I know this is gonna be an

00:54:55.447 --> 00:54:56.288
oversimplification,

00:54:56.307 --> 00:54:57.068
but that's where you start.

00:54:58.349 --> 00:55:00.532
The answer is you put one person in

00:55:00.572 --> 00:55:02.393
charge of this.

00:55:02.474 --> 00:55:03.014
What's this?

00:55:03.594 --> 00:55:05.657
The biggest friction point.

00:55:06.731 --> 00:55:07.291
I don't know what it is.

00:55:07.391 --> 00:55:08.311
Is it front-end friction,

00:55:08.351 --> 00:55:09.092
back-end friction?

00:55:09.152 --> 00:55:09.813
Somewhere in the middle.

00:55:10.172 --> 00:55:11.132
Let's just say it's front-end.

00:55:11.233 --> 00:55:13.032
Might as well go along the timeline.

00:55:13.873 --> 00:55:14.534
Can't schedule.

00:55:15.094 --> 00:55:15.373
Got it.

00:55:15.614 --> 00:55:17.813
Your only job for how long?

00:55:18.315 --> 00:55:19.014
Until it's done.

00:55:19.034 --> 00:55:20.175
Until it's fixed.

00:55:20.215 --> 00:55:21.434
How much do I have to spend?

00:55:21.875 --> 00:55:24.436
Infinity dollars.

00:55:24.755 --> 00:55:27.016
Tony's wait list,

00:55:28.157 --> 00:55:29.217
twenty-seven minutes long.

00:55:29.476 --> 00:55:30.277
He's like, where are you?

00:55:30.836 --> 00:55:31.297
Hey, do you have any,

00:55:31.476 --> 00:55:32.338
where are you right now?

00:55:32.757 --> 00:55:33.797
I'm on route twelve.

00:55:34.945 --> 00:55:36.246
Yeah, all right, so make the next right.

00:55:36.286 --> 00:55:38.389
Go by Steve's Bar and Grill.

00:55:38.809 --> 00:55:40.911
Come on in.

00:55:40.931 --> 00:55:42.032
Tony understands what business he's in.

00:55:42.333 --> 00:55:43.574
He's in the immediacy business.

00:55:43.594 --> 00:55:45.034
The immediacy business.

00:55:45.255 --> 00:55:46.215
I want to get in.

00:55:46.476 --> 00:55:47.677
One, let me schedule.

00:55:47.717 --> 00:55:48.978
Two, get me in, right?

00:55:49.018 --> 00:55:50.760
I don't want to be scheduled for February.

00:55:51.960 --> 00:55:53.942
So you put one person in charge of

00:55:54.001 --> 00:55:55.784
solving the biggest problem.

00:55:56.003 --> 00:55:57.766
If you are sanding something,

00:55:58.367 --> 00:56:00.469
start on the biggest nub and sand that

00:56:00.548 --> 00:56:02.550
until it's not the biggest nub and then

00:56:02.590 --> 00:56:03.612
go to the next biggest nub.

00:56:03.913 --> 00:56:04.733
It's like in golf.

00:56:05.054 --> 00:56:06.514
Golfers will get this.

00:56:06.554 --> 00:56:06.856
Putts.

00:56:08.034 --> 00:56:09.496
Well, first of all, the guy,

00:56:09.635 --> 00:56:10.655
if you're all in the green,

00:56:11.235 --> 00:56:12.697
it's the person furthest away from the

00:56:12.757 --> 00:56:12.956
hole.

00:56:13.217 --> 00:56:14.978
And then if you putt and you love

00:56:15.018 --> 00:56:16.659
these words in golf, you're still away,

00:56:16.818 --> 00:56:17.838
which means you're still, you putted,

00:56:17.858 --> 00:56:18.840
but you're still the furthest away.

00:56:18.860 --> 00:56:20.900
It means you go again, you keep solving,

00:56:20.920 --> 00:56:22.860
you keep putting until that friction point

00:56:22.880 --> 00:56:23.882
till that ball's in the hole.

00:56:24.322 --> 00:56:26.143
Then you go to the next furthest ball

00:56:26.262 --> 00:56:27.742
and you keep putting till that's in there.

00:56:28.242 --> 00:56:28.923
And you're,

00:56:28.943 --> 00:56:32.224
that person has authority to make that

00:56:32.244 --> 00:56:33.525
decision, not a committee,

00:56:34.306 --> 00:56:34.505
Right.

00:56:34.686 --> 00:56:36.407
You're given the tools, the training,

00:56:36.487 --> 00:56:38.409
the time, the authority,

00:56:39.148 --> 00:56:41.831
the people and control over the process.

00:56:42.592 --> 00:56:45.193
Notice I haven't said one app or one

00:56:45.653 --> 00:56:48.655
meeting or one checkpoint because you have

00:56:48.695 --> 00:56:48.775
to.

00:56:48.835 --> 00:56:49.436
And here's why.

00:56:50.157 --> 00:56:51.998
A lot of people love.

00:56:52.177 --> 00:56:52.538
Tony said,

00:56:52.677 --> 00:56:53.918
imagine if you if you walked in right

00:56:53.958 --> 00:56:54.059
now,

00:56:54.099 --> 00:56:55.639
you'd be doing therapy in three minutes.

00:56:55.679 --> 00:56:56.760
Tony understands what he's doing.

00:56:57.400 --> 00:57:00.123
Imagine Tony ran like Atletico.

00:57:01.563 --> 00:57:02.284
What that would do.

00:57:02.485 --> 00:57:03.885
He could wait list.

00:57:05.385 --> 00:57:05.887
No such thing.

00:57:06.206 --> 00:57:07.809
You walk in, look, we have therapists.

00:57:07.889 --> 00:57:08.489
We'll figure it out.

00:57:09.110 --> 00:57:09.992
That's supposed to be our motto,

00:57:10.012 --> 00:57:10.612
we'll figure it out.

00:57:12.054 --> 00:57:14.697
You have to put a highly trustable person

00:57:14.717 --> 00:57:17.500
in this position because they're gonna

00:57:17.519 --> 00:57:18.240
make big decisions.

00:57:19.047 --> 00:57:20.409
Allow them to make big decisions.

00:57:20.528 --> 00:57:21.449
Allow them to allow them.

00:57:21.469 --> 00:57:21.570
Right.

00:57:21.610 --> 00:57:23.891
Because if you're telling me the

00:57:23.952 --> 00:57:25.213
difference between because everyone's

00:57:25.333 --> 00:57:26.195
rattling the cage,

00:57:26.574 --> 00:57:27.695
reimbursements going down,

00:57:27.996 --> 00:57:29.376
APTA is not doing nothing.

00:57:29.557 --> 00:57:29.637
OK,

00:57:29.657 --> 00:57:30.679
what are you doing about the biggest

00:57:30.699 --> 00:57:31.980
friction point in your business?

00:57:32.559 --> 00:57:32.679
Well,

00:57:32.699 --> 00:57:34.762
I posted about it three times on a

00:57:34.782 --> 00:57:36.824
Facebook group about how the APTA sucks.

00:57:38.125 --> 00:57:39.967
How'd that work out for you?

00:57:39.987 --> 00:57:41.507
Did you track how that worked out for

00:57:41.527 --> 00:57:41.648
you?

00:57:42.128 --> 00:57:43.889
No, but I got thirty eight likes.

00:57:44.190 --> 00:57:45.010
That's awesome vanity.

00:57:45.916 --> 00:57:46.677
good credibility,

00:57:48.237 --> 00:57:49.719
did it solve your kids not going to

00:57:49.760 --> 00:57:52.143
college because no money problem?

00:57:52.242 --> 00:57:53.103
If the answer is no,

00:57:54.701 --> 00:57:55.541
the fuck are you doing?

00:57:55.882 --> 00:57:57.603
And I don't drop F bombs often,

00:57:58.103 --> 00:57:59.423
but what the fuck are you doing?

00:57:59.903 --> 00:58:01.945
If you're saying this profession is go

00:58:01.985 --> 00:58:03.586
whenever someone's like, oh, hey,

00:58:03.666 --> 00:58:04.947
I'm nineteen years old thinking about

00:58:04.987 --> 00:58:06.367
becoming a PT and you can't wait to

00:58:06.469 --> 00:58:08.849
dog pile on and take a dump on

00:58:08.869 --> 00:58:09.510
this profession.

00:58:10.251 --> 00:58:10.650
And you're like,

00:58:10.811 --> 00:58:12.351
I don't know how we're going to debt

00:58:12.391 --> 00:58:13.972
is here and reimbursements here and our

00:58:14.032 --> 00:58:16.094
salaries are here and you're not solving

00:58:16.135 --> 00:58:16.394
this.

00:58:16.974 --> 00:58:20.396
You're the dumb ass.

00:58:20.418 --> 00:58:22.418
You are the dumb ass.

00:58:23.541 --> 00:58:24.621
Because no one else has done it,

00:58:24.641 --> 00:58:25.641
so why do I have to do it?

00:58:25.681 --> 00:58:27.202
You just told me in twelve months we're

00:58:27.222 --> 00:58:28.523
not in business unless we solve this.

00:58:29.023 --> 00:58:32.905
And you aren't acting as if.

00:58:34.485 --> 00:58:34.865
You're not,

00:58:35.025 --> 00:58:36.706
so I asked you this pop quiz again,

00:58:36.726 --> 00:58:37.447
let's see if you remember this.

00:58:37.748 --> 00:58:37.967
Andrea,

00:58:37.987 --> 00:58:39.188
what's the worst thing to do in a

00:58:39.288 --> 00:58:40.289
panic situation?

00:58:40.608 --> 00:58:41.568
Panic.

00:58:41.608 --> 00:58:43.329
What's the second worst thing to do in

00:58:43.349 --> 00:58:44.251
a panic situation?

00:58:44.291 --> 00:58:44.971
My dad asked me.

00:58:45.333 --> 00:58:47.454
Uh, not panic.

00:58:47.795 --> 00:58:48.054
Nothing.

00:58:48.335 --> 00:58:49.655
Nothing.

00:58:49.675 --> 00:58:49.996
Nothing.

00:58:50.496 --> 00:58:50.777
Nothing.

00:58:51.257 --> 00:58:51.416
Right.

00:58:51.436 --> 00:58:53.018
It's a panic situation.

00:58:53.077 --> 00:58:54.039
Right.

00:58:54.079 --> 00:58:55.860
So I'm going to panic.

00:58:55.880 --> 00:58:56.221
Nope.

00:58:56.240 --> 00:58:57.581
That's how you get tangled up in your

00:58:57.641 --> 00:58:58.121
seatbelt.

00:58:58.181 --> 00:58:59.081
If your car, he,

00:58:59.143 --> 00:59:00.864
my dad would throw me like ridiculous,

00:59:00.923 --> 00:59:02.003
stupid situations.

00:59:02.045 --> 00:59:03.746
When I was we were going around a

00:59:03.786 --> 00:59:05.447
corner once there was like a lake and

00:59:05.467 --> 00:59:07.507
he goes, uh, I pass out.

00:59:07.527 --> 00:59:09.570
We drive into the lake, the cars, uh,

00:59:09.610 --> 00:59:10.990
the cars, uh, sinking.

00:59:11.030 --> 00:59:11.490
What do you do?

00:59:11.550 --> 00:59:11.751
And I'm an

00:59:13.632 --> 00:59:15.012
Good to hear other parents do this,

00:59:15.313 --> 00:59:15.713
by the way.

00:59:15.753 --> 00:59:16.034
Do they?

00:59:16.153 --> 00:59:16.574
Oh, okay, good.

00:59:16.855 --> 00:59:17.795
I'll call the police.

00:59:17.815 --> 00:59:19.217
And it was like, and he's like,

00:59:19.336 --> 00:59:19.757
on what phone?

00:59:19.777 --> 00:59:20.679
You're stuck in the car.

00:59:20.699 --> 00:59:21.139
Right.

00:59:21.219 --> 00:59:22.601
And what he wanted me to do is

00:59:22.641 --> 00:59:23.862
like, beat the situation.

00:59:23.882 --> 00:59:24.581
I was like, okay.

00:59:24.621 --> 00:59:25.963
He's like, okay, number one,

00:59:26.423 --> 00:59:27.885
you're gonna take your seatbelt off first.

00:59:28.005 --> 00:59:28.585
And I'm like, why?

00:59:28.606 --> 00:59:30.307
Because panic people can't get seatbelts

00:59:30.367 --> 00:59:30.547
off.

00:59:31.568 --> 00:59:32.070
And then he's like,

00:59:32.329 --> 00:59:33.391
these are automatic windows.

00:59:33.510 --> 00:59:34.331
I want you to roll them down.

00:59:34.411 --> 00:59:34.592
Why?

00:59:34.612 --> 00:59:35.273
Because in a second,

00:59:35.293 --> 00:59:36.673
the battery's gonna short out and these

00:59:36.693 --> 00:59:37.414
windows won't go down.

00:59:38.253 --> 00:59:39.195
But let's say you can't.

00:59:39.677 --> 00:59:40.938
You have to wait till the car comes

00:59:41.059 --> 00:59:42.460
and actually fills up with water.

00:59:42.702 --> 00:59:43.302
So there's neutral,

00:59:43.483 --> 00:59:44.264
like he's getting like,

00:59:44.525 --> 00:59:46.487
but what he's saying is like, don't panic,

00:59:46.547 --> 00:59:46.849
think.

00:59:48.612 --> 00:59:49.813
So panic would be number one,

00:59:50.014 --> 00:59:50.394
not to do.

00:59:51.340 --> 00:59:52.681
but also people freeze.

00:59:53.280 --> 00:59:54.942
And I think people are freezing in twenty

00:59:54.961 --> 00:59:55.422
twenty five,

00:59:55.463 --> 00:59:56.422
twenty twenty six in their business

00:59:56.443 --> 00:59:57.643
because they're saying the big, hairy,

00:59:57.664 --> 01:00:00.706
scary is reimbursement is this and this.

01:00:00.746 --> 01:00:02.166
And I can't hire anybody because they want

01:00:02.387 --> 01:00:03.708
these kids today don't want to work.

01:00:04.047 --> 01:00:05.188
That's not the biggest friction point.

01:00:05.268 --> 01:00:05.610
It's not.

01:00:05.690 --> 01:00:06.389
You know what, Jimmy?

01:00:06.489 --> 01:00:07.670
It's they're doing.

01:00:08.070 --> 01:00:09.831
I think freeze is because it is the

01:00:09.931 --> 01:00:11.673
big, hard, scary thing.

01:00:11.733 --> 01:00:14.135
So instead, we're going do a tick tock.

01:00:14.394 --> 01:00:16.056
We should be like this.

01:00:16.137 --> 01:00:17.356
And it's not to poke fun.

01:00:17.597 --> 01:00:19.679
It's the it's the it's just sort of

01:00:19.699 --> 01:00:21.239
getting into psychology of what.

01:00:21.900 --> 01:00:23.342
Putting myself in the founder's position.

01:00:23.561 --> 01:00:24.762
Because motion creates emotion.

01:00:24.922 --> 01:00:25.923
Motion creates emotion.

01:00:25.963 --> 01:00:27.045
It feels productive.

01:00:27.204 --> 01:00:28.867
I can't solve this big thing.

01:00:30.148 --> 01:00:31.409
I don't think I can solve this big

01:00:31.429 --> 01:00:31.688
thing.

01:00:32.009 --> 01:00:32.550
So I do nothing.

01:00:32.849 --> 01:00:33.690
These are the things.

01:00:33.751 --> 01:00:35.052
Do this thing.

01:00:35.072 --> 01:00:36.012
Do this easy thing.

01:00:36.253 --> 01:00:39.036
This is two marketing people telling you,

01:00:39.695 --> 01:00:40.197
well, number one,

01:00:40.217 --> 01:00:41.777
the name of the show is marketing doesn't

01:00:41.818 --> 01:00:41.978
work.

01:00:42.097 --> 01:00:42.478
It does.

01:00:42.679 --> 01:00:43.579
It just doesn't work when you do it

01:00:43.619 --> 01:00:43.880
shitty.

01:00:44.480 --> 01:00:46.621
Marketing also appears not to work when

01:00:46.641 --> 01:00:48.284
you don't solve the other problems.

01:00:49.686 --> 01:00:50.907
That's why you could look at this from

01:00:50.927 --> 01:00:51.807
a macro level and be like, well,

01:00:51.827 --> 01:00:52.489
marketing didn't work.

01:00:52.528 --> 01:00:52.809
It's like,

01:00:53.228 --> 01:00:56.030
but you have to wait two weeks, solve,

01:00:56.251 --> 01:00:58.072
and then fill out twenty different pages

01:00:58.152 --> 01:00:58.733
of paperwork.

01:00:59.773 --> 01:01:01.054
We got them all the way to the

01:01:01.114 --> 01:01:01.494
door.

01:01:01.974 --> 01:01:02.054
Like,

01:01:02.094 --> 01:01:03.715
imagine you needed to show your birth

01:01:03.735 --> 01:01:05.237
certificate every time you walked into a

01:01:05.277 --> 01:01:05.516
bar.

01:01:05.536 --> 01:01:06.617
You're like, I don't care that I'm it.

01:01:06.797 --> 01:01:07.579
Well, that's our policy.

01:01:08.298 --> 01:01:10.340
Marketing doesn't solve for a crappy

01:01:10.360 --> 01:01:12.141
product or a crappy experience.

01:01:12.242 --> 01:01:14.222
I mean, that is like, that's the take.

01:01:14.242 --> 01:01:15.224
That's one takeaway.

01:01:15.884 --> 01:01:18.005
There it is.

01:01:18.025 --> 01:01:18.445
That is true.

01:01:19.969 --> 01:01:22.213
I have a second sponsor and I can't

01:01:22.253 --> 01:01:23.032
find it right now.

01:01:23.974 --> 01:01:25.615
Anyway, we'll do parting shots.

01:01:25.976 --> 01:01:26.898
So parting shot,

01:01:26.918 --> 01:01:29.079
your last chance for a mic drop moment.

01:01:29.179 --> 01:01:30.201
Oh, I even have a little video.

01:01:31.181 --> 01:01:33.244
This is the parting shot.

01:01:33.764 --> 01:01:35.166
One last mic drop moment.

01:01:35.827 --> 01:01:36.648
No pressure.

01:01:37.068 --> 01:01:39.190
Just your legacy on the line.

01:01:40.181 --> 01:01:40.922
All right, no pressure.

01:01:41.181 --> 01:01:42.202
Parting shot brought to you by,

01:01:42.262 --> 01:01:43.862
we tried everything, marketing.

01:01:44.684 --> 01:01:46.083
Perfect for healthcare founders who say

01:01:46.123 --> 01:01:48.605
things like, we ran ads once.

01:01:49.164 --> 01:01:50.885
We posted on LinkedIn last year.

01:01:51.405 --> 01:01:52.166
My personal favorite,

01:01:52.445 --> 01:01:53.806
marketing just doesn't work for

01:01:53.847 --> 01:01:54.246
healthcare.

01:01:54.586 --> 01:01:55.507
Oh yeah?

01:01:55.547 --> 01:01:56.128
Explain to me.

01:01:56.847 --> 01:01:58.768
Why did everything I looked up when I

01:01:58.807 --> 01:02:00.148
was in PT school and Googled,

01:02:00.489 --> 01:02:02.309
the answer was themayoclinic.com.

01:02:02.969 --> 01:02:04.030
Exactly.

01:02:04.050 --> 01:02:05.010
I was like, the Mayo Clinic,

01:02:05.751 --> 01:02:06.251
what are they?

01:02:06.951 --> 01:02:08.452
They are not mayonnaise flavored ice cream

01:02:08.512 --> 01:02:08.952
is what they are.

01:02:09.492 --> 01:02:11.193
Marketing, we tried everything marketing,

01:02:11.233 --> 01:02:12.893
zero strategy, maximum confidence.

01:02:12.913 --> 01:02:13.474
Find them online at

01:02:13.554 --> 01:02:14.574
wetriedeverythingmarketing.com.

01:02:14.673 --> 01:02:16.034
All right, Andrea, your parting shot,

01:02:16.054 --> 01:02:16.375
what do you got?

01:02:16.414 --> 01:02:17.255
Parting shot.

01:02:17.275 --> 01:02:18.195
We talked about a lot today,

01:02:18.215 --> 01:02:19.056
but I'm just going to go back to

01:02:19.076 --> 01:02:20.556
something I said one minute ago.

01:02:20.697 --> 01:02:22.836
Marketing doesn't solve for a crappy

01:02:22.876 --> 01:02:24.057
product or experience.

01:02:24.458 --> 01:02:26.318
We can't, a different way to say that,

01:02:26.759 --> 01:02:28.320
you say it the wow, the how way,

01:02:28.380 --> 01:02:29.159
I'll say it the how way.

01:02:29.480 --> 01:02:30.179
I love it.

01:02:30.219 --> 01:02:31.440
You can't shine shit.

01:02:32.548 --> 01:02:34.431
Although they did prove on Mythbusters you

01:02:34.471 --> 01:02:35.231
can, in fact,

01:02:35.311 --> 01:02:37.012
make shit glisten if you scrub it enough.

01:02:38.094 --> 01:02:39.356
But I'm going to tell you that you

01:02:39.376 --> 01:02:39.835
can't.

01:02:39.996 --> 01:02:40.577
You can't.

01:02:40.956 --> 01:02:41.557
And if you do,

01:02:41.597 --> 01:02:42.759
you're going to be pouring money,

01:02:42.838 --> 01:02:44.099
and that's the stupid analogy,

01:02:44.581 --> 01:02:46.523
buckets of money into a leaky bucket and

01:02:46.543 --> 01:02:48.625
then confused why the bucket won't hold

01:02:48.664 --> 01:02:48.985
water.

01:02:49.045 --> 01:02:49.706
And then you'll say...

01:02:50.385 --> 01:02:51.626
marketing doesn't work.

01:02:51.686 --> 01:02:53.567
We're back next Monday.

01:02:53.626 --> 01:02:55.666
If you're a founder between three and

01:02:55.706 --> 01:02:57.447
thirty five million dollar revenue,

01:02:57.467 --> 01:02:58.947
that's who Andrea works with as a

01:02:58.987 --> 01:03:00.088
fractional CMO.

01:03:00.467 --> 01:03:02.309
Find her on the LinkedIn.

01:03:03.028 --> 01:03:06.088
I make noise for practices that are

01:03:06.148 --> 01:03:07.170
already in the same spot.

01:03:07.250 --> 01:03:07.469
Right.

01:03:07.510 --> 01:03:09.269
But I'm a little bit more all over

01:03:09.289 --> 01:03:09.710
the place.

01:03:09.750 --> 01:03:12.811
But in the end, this is your problem.

01:03:13.050 --> 01:03:14.030
And if you don't solve it,

01:03:14.550 --> 01:03:15.891
you're not going to be in the solving

01:03:15.931 --> 01:03:17.112
problem business very long.

01:03:17.132 --> 01:03:17.952
We'll see you next week.

01:03:19.146 --> 01:03:20.206
That's it for this one,

01:03:20.487 --> 01:03:22.148
but we're just getting warmed up.

01:03:22.628 --> 01:03:24.528
Smash follow, send it to a friend,

01:03:24.748 --> 01:03:26.429
or crank up the next episode.

01:03:26.929 --> 01:03:27.811
Want to go deeper?

01:03:28.251 --> 01:03:32.333
Get us at pgpinecast.com or find us on

01:03:32.373 --> 01:03:34.914
YouTube and socials at pgpinecast.

01:03:35.353 --> 01:03:37.635
And legally, none of this was advice.

01:03:37.715 --> 01:03:39.516
It's for entertainment purposes only.

01:03:40.456 --> 01:03:41.077
Bullshit!

01:03:41.097 --> 01:03:41.717
See, Keith?

01:03:41.896 --> 01:03:42.976
We read the script.

01:03:43.257 --> 01:03:43.918
Happy now?