Feb. 20, 2026
You Don’t Need More Marketing. You Need More Humanity.
Most physical therapy clinic owners have been told the same story:
Spend 5–10% of revenue on marketing.
Run Facebook ads.
Buy Google traffic.
Outspend competitors.
But what if that advice is wrong?
Live from CSM, Jimmy and Sturdy McKee break down a back-to-basics approach to clinic growth that doesn’t rely on ad spend — it relies on relationships.
What You’ll Learn:
- Why patients don’t buy healthcare on Facebook
- How primary care physicians see 20–40% MSK cases weekly
- Why referrals are still the most powerful growth channel
- How small, consistent gestures outperform “wow baskets”
- The psychology behind handwritten notes
- Why tracking relationships matters more than tracking ad clicks
- What clinic owners lose when growth becomes the only goal
This episode is for PTs and clinic owners who want sustainable growth without sacrificing margin or humanity.
Transcript
WEBVTT
00:00:09.329 --> 00:00:10.471
I'll be done in ten minutes.
00:00:11.753 --> 00:00:12.435
This is my last one.
00:00:16.041 --> 00:00:16.981
Okay, I'll text you.
00:00:17.782 --> 00:00:18.242
Oh, we're live.
00:00:18.542 --> 00:00:19.582
That's how we do this thing.
00:00:20.283 --> 00:00:21.464
We're having side conversations.
00:00:21.524 --> 00:00:22.265
That's how I'll text you.
00:00:22.324 --> 00:00:22.686
I'll text you.
00:00:22.705 --> 00:00:23.205
We'll talk later.
00:00:25.266 --> 00:00:26.388
Growth doesn't have to mean chaos.
00:00:26.428 --> 00:00:28.929
Our next guest has spent years helping
00:00:28.969 --> 00:00:30.390
practice owners get back to basics,
00:00:30.471 --> 00:00:31.451
building better connections,
00:00:31.490 --> 00:00:33.332
simpler systems, and healthier businesses.
00:00:33.673 --> 00:00:34.753
More is actually not better.
00:00:34.774 --> 00:00:36.335
Sometimes less can be better.
00:00:37.134 --> 00:00:38.136
Live again from Anaheim.
00:00:38.155 --> 00:00:39.417
Welcome back to the show, Sturdy McKay.
00:00:39.716 --> 00:00:40.116
Welcome back.
00:00:40.137 --> 00:00:40.637
Thanks, Jimmy.
00:00:41.640 --> 00:00:43.341
Where do we overcomplicate things?
00:00:43.701 --> 00:00:45.003
Let's start there, practice owners.
00:00:45.902 --> 00:00:46.103
Yeah,
00:00:46.402 --> 00:00:48.043
well the first thing I wanna talk about
00:00:48.084 --> 00:00:49.725
is I wanna call bullshit on social media
00:00:49.744 --> 00:00:50.085
marketing.
00:00:50.646 --> 00:00:51.445
Okay, good.
00:00:51.466 --> 00:00:54.707
Okay, because right now PTs,
00:00:54.807 --> 00:00:56.387
and this has been happening for probably a
00:00:56.448 --> 00:00:56.948
decade, right?
00:00:57.569 --> 00:00:59.509
PTs have been sold a bill of goods
00:00:59.549 --> 00:01:00.729
by these marketing people,
00:01:00.770 --> 00:01:01.790
many of whom are PTs,
00:01:01.890 --> 00:01:03.892
who are charging them exorbitant amounts
00:01:03.911 --> 00:01:07.153
of money to advertise on Facebook, Google,
00:01:07.293 --> 00:01:09.433
all these things they can charge on
00:01:09.493 --> 00:01:11.655
basically on a monthly basis to manage
00:01:11.674 --> 00:01:12.114
their ads.
00:01:12.495 --> 00:01:15.777
And people don't buy healthcare on
00:01:15.816 --> 00:01:16.177
Facebook.
00:01:17.593 --> 00:01:18.575
You know, it's just,
00:01:18.915 --> 00:01:20.737
so there's this whole process of trying to
00:01:20.798 --> 00:01:21.819
build trust and whatever.
00:01:22.278 --> 00:01:24.462
And what I've been working with clients
00:01:24.501 --> 00:01:24.882
lately,
00:01:25.063 --> 00:01:26.864
a number of them go back to where
00:01:26.885 --> 00:01:27.564
the patients are.
00:01:28.766 --> 00:01:29.287
And, you know,
00:01:29.307 --> 00:01:30.048
if we're going to focus on
00:01:30.067 --> 00:01:30.608
musculoskeletal,
00:01:30.629 --> 00:01:31.609
and the same thing's true, by the way,
00:01:31.629 --> 00:01:32.751
if we do peds or neuro or you
00:01:32.790 --> 00:01:33.753
name it, right?
00:01:33.793 --> 00:01:34.733
But musculoskeletal,
00:01:34.774 --> 00:01:36.155
half the people with a musculoskeletal
00:01:36.194 --> 00:01:37.537
issue go to their primary care doc first.
00:01:39.051 --> 00:01:39.852
So, you know,
00:01:39.992 --> 00:01:41.393
if you kind of break it down a
00:01:41.412 --> 00:01:44.075
little bit, what,
00:01:44.855 --> 00:01:46.298
average primary care doc sees seventy to a
00:01:46.317 --> 00:01:47.319
hundred visits a week.
00:01:47.659 --> 00:01:47.858
Sure.
00:01:48.500 --> 00:01:49.581
Twenty to forty percent of those
00:01:49.600 --> 00:01:51.382
statistically are musculoskeletal.
00:01:52.724 --> 00:01:54.665
What's their training with MSK?
00:01:56.227 --> 00:01:56.507
Lacking.
00:01:57.115 --> 00:01:58.757
Yeah, I mean, they got two tools, right?
00:01:59.037 --> 00:02:00.858
They got pills, and they got surgeons.
00:02:01.679 --> 00:02:02.498
And the pills,
00:02:02.618 --> 00:02:04.019
we all know what happened with that,
00:02:04.359 --> 00:02:04.640
right?
00:02:05.540 --> 00:02:06.781
And then with the surgeons, right,
00:02:06.802 --> 00:02:07.962
people are waiting six weeks,
00:02:08.002 --> 00:02:09.543
twelve weeks, sixteen weeks, months,
00:02:09.622 --> 00:02:11.084
literally, to get in,
00:02:11.424 --> 00:02:12.425
only to then be sent to PT.
00:02:13.085 --> 00:02:14.326
And we've known this for years and years,
00:02:14.347 --> 00:02:14.447
right?
00:02:14.467 --> 00:02:16.588
The Virginia Mason study was long ago and
00:02:17.430 --> 00:02:18.570
showed that if we change the clinical
00:02:18.591 --> 00:02:19.671
pathway, it saves money,
00:02:19.692 --> 00:02:20.932
it gets people better faster,
00:02:21.252 --> 00:02:22.253
it benefits everybody.
00:02:22.313 --> 00:02:24.096
But we've gotten away from this because of
00:02:24.116 --> 00:02:25.737
kind of the marketing.
00:02:25.758 --> 00:02:26.457
And by the way,
00:02:26.478 --> 00:02:27.218
I didn't even say this,
00:02:27.239 --> 00:02:28.479
but those same marketing people are
00:02:28.520 --> 00:02:30.002
telling practice owners to spend,
00:02:30.361 --> 00:02:30.562
you know,
00:02:30.602 --> 00:02:32.123
five to ten percent of their revenue on
00:02:32.163 --> 00:02:32.584
marketing.
00:02:33.384 --> 00:02:34.786
And that's insane.
00:02:34.806 --> 00:02:36.388
That's like half their profit margins.
00:02:37.832 --> 00:02:40.054
And it's all gone to do what?
00:02:40.133 --> 00:02:40.454
And very,
00:02:40.473 --> 00:02:41.914
very few people are tracking how many
00:02:42.175 --> 00:02:43.474
patients they're getting from.
00:02:43.534 --> 00:02:44.116
You brought this up before.
00:02:44.235 --> 00:02:45.575
Yeah, it's kind of crazy, though.
00:02:45.656 --> 00:02:50.478
So the big thing is there's a hidden
00:02:50.518 --> 00:02:52.138
patient volume in primary care.
00:02:52.237 --> 00:02:53.299
They're sitting in the waiting room down
00:02:53.318 --> 00:02:54.058
the street from you.
00:02:54.098 --> 00:02:54.658
And the algorithm,
00:02:54.679 --> 00:02:55.599
you've got to figure out it's not
00:02:55.659 --> 00:02:56.280
Instagrams.
00:02:56.419 --> 00:02:58.961
It's how to work that whole relationship.
00:02:59.040 --> 00:02:59.621
A relationship.
00:02:59.640 --> 00:03:00.520
Absolutely.
00:03:00.681 --> 00:03:00.842
Yeah.
00:03:01.002 --> 00:03:01.701
That's what it should be.
00:03:02.241 --> 00:03:03.723
And the good ones are, you know,
00:03:03.742 --> 00:03:04.804
I've talked to a few people that are
00:03:04.824 --> 00:03:06.324
like here at CSM, right?
00:03:06.344 --> 00:03:07.224
Who are like, yeah,
00:03:07.245 --> 00:03:08.566
we don't like to market to doctors and
00:03:08.605 --> 00:03:08.866
stuff.
00:03:08.945 --> 00:03:11.407
Like what's your most powerful marketing
00:03:11.448 --> 00:03:11.828
channel?
00:03:12.408 --> 00:03:13.830
Like for any practice owner or any
00:03:13.870 --> 00:03:14.610
business, right?
00:03:14.629 --> 00:03:16.510
We're sitting in the USPH booth.
00:03:16.972 --> 00:03:18.633
Any business, it's word of mouth.
00:03:19.173 --> 00:03:19.413
Okay,
00:03:19.473 --> 00:03:23.075
so how many people does your current
00:03:23.135 --> 00:03:24.856
patient sitting in front of you know that
00:03:24.877 --> 00:03:26.078
could use your help this week?
00:03:26.937 --> 00:03:28.558
One, two, three.
00:03:29.219 --> 00:03:29.479
Really?
00:03:29.860 --> 00:03:30.781
They know twenty they could tell?
00:03:31.633 --> 00:03:32.633
Oh, could they tell?
00:03:32.674 --> 00:03:32.813
No.
00:03:33.114 --> 00:03:33.473
Should they?
00:03:33.674 --> 00:03:36.615
Yeah, but I mean, but that doctor is,
00:03:37.096 --> 00:03:37.316
right?
00:03:37.376 --> 00:03:39.456
They're there asking for help.
00:03:39.477 --> 00:03:40.737
They're going to them for help and they're
00:03:40.758 --> 00:03:41.638
not getting the help they need.
00:03:42.098 --> 00:03:43.318
And it's costing a ton of money in
00:03:43.338 --> 00:03:43.818
the system.
00:03:44.338 --> 00:03:46.580
It's, you know, again,
00:03:46.759 --> 00:03:48.600
it's a treasure trove of patients who are
00:03:48.781 --> 00:03:50.442
not happy, right?
00:03:50.481 --> 00:03:51.682
Because if I got to wait three months
00:03:51.723 --> 00:03:52.943
to see the orthopedic surgeon and only be
00:03:52.962 --> 00:03:54.383
told I'm not a surgical candidate and I'm
00:03:54.403 --> 00:03:55.084
going to go to PT,
00:03:55.245 --> 00:03:56.705
then you're sitting there going, well,
00:03:56.745 --> 00:03:57.605
why didn't they tell me that in the
00:03:57.626 --> 00:03:58.026
first place?
00:03:59.758 --> 00:04:00.718
This is a relationship game.
00:04:01.239 --> 00:04:02.219
It's people on one side,
00:04:03.241 --> 00:04:03.901
people on the other side.
00:04:03.921 --> 00:04:07.504
I mean, I don't wanna oversimplify it,
00:04:07.525 --> 00:04:07.626
but.
00:04:07.645 --> 00:04:09.447
It's not that complicated.
00:04:09.608 --> 00:04:09.967
You know,
00:04:10.008 --> 00:04:11.468
and when people talk about physician
00:04:11.508 --> 00:04:11.930
marketing,
00:04:12.709 --> 00:04:13.830
So don't market to physicians,
00:04:13.850 --> 00:04:14.771
but build a relationship.
00:04:14.792 --> 00:04:15.551
Exactly.
00:04:15.572 --> 00:04:16.492
If you treat it like marketing,
00:04:16.512 --> 00:04:17.434
it's going to feel like marketing.
00:04:17.454 --> 00:04:18.435
It's going to taste like marketing.
00:04:18.456 --> 00:04:19.235
It's going to smell like marketing.
00:04:19.497 --> 00:04:20.497
These are not stupid people.
00:04:20.937 --> 00:04:22.839
And even when we're not standing in an
00:04:22.880 --> 00:04:24.601
expo hall filled with a bajillion booths,
00:04:24.622 --> 00:04:26.163
you're still exposed to hundreds or
00:04:26.204 --> 00:04:27.925
thousands of marketing messages a day.
00:04:28.185 --> 00:04:29.848
We're trained to ignore those things.
00:04:29.947 --> 00:04:30.088
Right.
00:04:30.709 --> 00:04:31.788
So the bar isn't low.
00:04:32.189 --> 00:04:33.550
The bar's on the floor in terms of
00:04:33.670 --> 00:04:34.649
doing something differently.
00:04:35.571 --> 00:04:37.630
When the world goes digital and advanced
00:04:37.670 --> 00:04:40.112
and AI, go the other way.
00:04:40.211 --> 00:04:41.853
Go handwritten note.
00:04:41.892 --> 00:04:42.773
Chad Madden said this.
00:04:42.833 --> 00:04:43.153
He goes,
00:04:43.233 --> 00:04:44.312
you're not going to like my first three
00:04:44.372 --> 00:04:45.694
answers of what to do to improve your
00:04:45.713 --> 00:04:46.033
marketing.
00:04:46.334 --> 00:04:47.714
It's going to be handwritten notes at the
00:04:47.735 --> 00:04:48.675
end of every day.
00:04:48.694 --> 00:04:50.475
It's going to be calling your patients
00:04:50.495 --> 00:04:51.456
from six months ago and say,
00:04:52.372 --> 00:04:54.894
honestly asking how you doing right like
00:04:55.254 --> 00:04:57.576
it's not sexy right uh but we're not
00:04:57.596 --> 00:04:58.976
doing the same thing with the doctors
00:04:59.016 --> 00:05:00.798
right and the correct note is super
00:05:00.817 --> 00:05:02.478
important and i'm a big advocate of that
00:05:02.879 --> 00:05:05.600
and you know you know how think about
00:05:05.641 --> 00:05:06.961
this when's the last time you got a
00:05:07.041 --> 00:05:09.403
handwritten thank you note i do not know
00:05:09.644 --> 00:05:10.725
when do you think the last time that
00:05:10.824 --> 00:05:12.485
doctor got a handwritten thank you note
00:05:12.505 --> 00:05:14.127
from another provider or when did he get
00:05:14.206 --> 00:05:16.189
a you know a panera lunch
00:05:17.028 --> 00:05:18.331
shipped in that they're like,
00:05:18.411 --> 00:05:19.252
I see what this is.
00:05:19.291 --> 00:05:20.973
And you telegraph this and try to buy
00:05:21.012 --> 00:05:21.213
me.
00:05:21.473 --> 00:05:22.214
And no offense, man,
00:05:22.235 --> 00:05:23.976
I'm worth more than a few Panera,
00:05:24.156 --> 00:05:25.158
you know, paninis.
00:05:25.358 --> 00:05:25.918
So much more.
00:05:25.939 --> 00:05:26.098
I mean,
00:05:26.119 --> 00:05:27.581
what the primary care docs in particular
00:05:27.600 --> 00:05:28.762
are looking for is happy patients.
00:05:29.101 --> 00:05:29.442
Correct.
00:05:29.523 --> 00:05:29.682
Right.
00:05:29.983 --> 00:05:31.043
Because people are in pain.
00:05:31.064 --> 00:05:31.805
They're complaining.
00:05:31.845 --> 00:05:32.466
They got away.
00:05:32.505 --> 00:05:33.105
They're calling.
00:05:33.125 --> 00:05:33.766
They're coming back.
00:05:33.786 --> 00:05:34.487
I'm not better yet.
00:05:34.918 --> 00:05:37.358
It's just a constant drain and emotional
00:05:37.499 --> 00:05:40.761
suck on their day versus you do a
00:05:40.800 --> 00:05:42.502
great job with your patients, you go back,
00:05:42.601 --> 00:05:43.783
the patient goes back and tells the
00:05:43.822 --> 00:05:44.862
primary care, they were wonderful.
00:05:44.882 --> 00:05:45.663
They solved my problem.
00:05:45.923 --> 00:05:46.163
Right.
00:05:46.184 --> 00:05:46.964
And you're like, great,
00:05:47.045 --> 00:05:48.084
now I've gotten this person.
00:05:48.504 --> 00:05:49.206
I am a resource.
00:05:49.545 --> 00:05:49.766
Right.
00:05:50.646 --> 00:05:50.947
And again,
00:05:50.987 --> 00:05:52.668
if they're seeing like twenty people or so
00:05:52.708 --> 00:05:55.028
a week that could be using your help,
00:05:55.809 --> 00:05:57.670
why can't they see you too?
00:05:57.689 --> 00:05:58.050
Correct.
00:05:58.550 --> 00:06:00.091
So what does the back to basics approach
00:06:00.112 --> 00:06:00.471
look like?
00:06:01.120 --> 00:06:02.762
Well, it's just what you said.
00:06:02.802 --> 00:06:04.002
It's just developing relationships.
00:06:04.483 --> 00:06:06.064
There's a lot of more upfront work in
00:06:06.084 --> 00:06:08.326
the beginning with that,
00:06:08.367 --> 00:06:10.668
but I had somebody reach out and say,
00:06:10.687 --> 00:06:12.149
what do you do for your wow baskets?
00:06:12.209 --> 00:06:13.831
I'm like, I don't do a wow basket.
00:06:14.350 --> 00:06:15.791
That's kind of like love bombing somebody
00:06:15.833 --> 00:06:17.134
or taking them on a helicopter ride for
00:06:17.153 --> 00:06:17.673
the first date.
00:06:17.694 --> 00:06:18.153
It's creepy.
00:06:18.173 --> 00:06:19.055
What do you do after that?
00:06:19.435 --> 00:06:21.016
Yeah, what do you do after that?
00:06:21.036 --> 00:06:21.317
Right.
00:06:21.357 --> 00:06:21.637
So no,
00:06:21.937 --> 00:06:22.937
I told her I would take whatever you
00:06:22.958 --> 00:06:24.238
have in your wow basket and I would
00:06:24.259 --> 00:06:25.579
divide every one of those things up and
00:06:25.600 --> 00:06:26.521
drop them off one a month.
00:06:27.321 --> 00:06:29.442
You know, one little thing like, I mean,
00:06:29.463 --> 00:06:30.603
the research even shows with
00:06:30.663 --> 00:06:31.223
relationships,
00:06:31.244 --> 00:06:32.165
it shows us in the workplace,
00:06:32.185 --> 00:06:33.485
it shows it multiple places,
00:06:33.605 --> 00:06:35.668
but small tokens,
00:06:35.788 --> 00:06:38.410
small effort consideration.
00:06:38.649 --> 00:06:40.192
That's what builds relationships.
00:06:40.211 --> 00:06:40.291
Yeah.
00:06:40.312 --> 00:06:40.471
Yeah.
00:06:41.372 --> 00:06:42.112
Make it specific.
00:06:42.233 --> 00:06:42.774
I love this one.
00:06:42.814 --> 00:06:44.694
The more specific, the more terrific.
00:06:45.076 --> 00:06:45.235
Right.
00:06:45.896 --> 00:06:47.956
make it specific to them, listen to them.
00:06:47.997 --> 00:06:49.218
This is why you want to keep track
00:06:49.257 --> 00:06:50.038
of these relationships.
00:06:50.059 --> 00:06:51.158
You want to write down, you know,
00:06:51.178 --> 00:06:52.120
their spouse's name.
00:06:52.139 --> 00:06:52.319
You want,
00:06:52.360 --> 00:06:54.021
if you can find out in conversation,
00:06:54.040 --> 00:06:55.382
their anniversary, you write it down.
00:06:55.482 --> 00:06:56.622
Don't force it though.
00:06:56.642 --> 00:06:57.182
No, no, no.
00:06:57.202 --> 00:06:57.862
But if it happens,
00:06:57.942 --> 00:06:59.504
write it down because that serves as your
00:06:59.543 --> 00:07:00.404
longterm memory.
00:07:00.584 --> 00:07:00.824
Right.
00:07:00.925 --> 00:07:02.266
And then, you know, their kids like,
00:07:02.326 --> 00:07:04.908
do the kids like, well, here, Dave Kittle,
00:07:05.327 --> 00:07:05.588
right?
00:07:05.807 --> 00:07:07.108
He's a client of mine.
00:07:08.149 --> 00:07:09.649
I, I had,
00:07:10.071 --> 00:07:12.252
cause Dave's a big Phillies fan, right?
00:07:12.947 --> 00:07:17.930
I had queued up before Christmas a glove,
00:07:17.971 --> 00:07:18.490
a ball,
00:07:18.591 --> 00:07:21.134
and a hat for his little baby, Davey.
00:07:21.153 --> 00:07:21.894
Because he just had a baby.
00:07:22.334 --> 00:07:22.555
Right.
00:07:23.314 --> 00:07:24.615
Davey's like eight months old or
00:07:24.656 --> 00:07:25.117
something, right?
00:07:25.137 --> 00:07:26.257
And I'm going to send him Phillies
00:07:26.398 --> 00:07:27.038
baseball stuff.
00:07:27.519 --> 00:07:28.759
I found out in order to get his
00:07:28.779 --> 00:07:29.560
kid named Davey,
00:07:29.860 --> 00:07:30.920
he had to agree that he was allowed
00:07:30.940 --> 00:07:31.581
to be a Mets fan,
00:07:31.601 --> 00:07:32.221
not a Phillies fan.
00:07:32.262 --> 00:07:32.742
Oh, man.
00:07:33.379 --> 00:07:35.300
But I was about to click no.
00:07:35.321 --> 00:07:35.762
And you changed it.
00:07:35.781 --> 00:07:37.182
And I would have sent him Philly stuff.
00:07:38.064 --> 00:07:40.706
And just by saying, hey, you know,
00:07:40.747 --> 00:07:41.687
I know Dave likes baseball.
00:07:41.728 --> 00:07:42.327
You love baseball.
00:07:42.348 --> 00:07:43.048
Is he a Phillies fan?
00:07:43.348 --> 00:07:44.129
He's like, no.
00:07:44.149 --> 00:07:45.091
And he tells me the whole story.
00:07:45.110 --> 00:07:46.533
I'm like, ooh, okay.
00:07:46.692 --> 00:07:47.293
So he got, yeah,
00:07:47.314 --> 00:07:48.153
but he got Mets stuff.
00:07:48.654 --> 00:07:50.115
But I remember that now, right?
00:07:50.175 --> 00:07:51.697
And then, you know, he's happy.
00:07:51.737 --> 00:07:52.499
And again...
00:07:52.898 --> 00:07:54.199
We're talking about small tokens.
00:07:54.238 --> 00:07:56.380
That wasn't an expensive gift.
00:07:56.401 --> 00:07:59.423
Can I tell you one that works pretty
00:07:59.463 --> 00:08:00.184
well because it's real?
00:08:00.603 --> 00:08:02.485
I did a little bit of research on
00:08:03.045 --> 00:08:05.007
a potential client that I was trying to
00:08:05.048 --> 00:08:07.529
get to build a relationship and saw that
00:08:07.550 --> 00:08:10.471
they shared a particular charity.
00:08:10.492 --> 00:08:11.392
So I was like, hey,
00:08:11.413 --> 00:08:12.293
I just want you to know I made
00:08:12.314 --> 00:08:13.654
a fifty dollar donation in your name.
00:08:14.396 --> 00:08:14.795
It's huge.
00:08:15.276 --> 00:08:16.997
And because fifty dollars
00:08:18.382 --> 00:08:19.661
isn't enough to,
00:08:19.721 --> 00:08:21.002
it just feels transactional.
00:08:21.483 --> 00:08:23.343
But I did this thing, and there's no,
00:08:23.384 --> 00:08:24.223
for it to be a gift,
00:08:24.264 --> 00:08:26.163
there has to be no expectation of return.
00:08:26.444 --> 00:08:27.084
We forget that.
00:08:27.125 --> 00:08:28.564
Well, I bought you a basket,
00:08:28.904 --> 00:08:30.026
when are you gonna send me patients?
00:08:30.286 --> 00:08:31.386
That's no longer a gift,
00:08:31.485 --> 00:08:32.485
because there's an expectation.
00:08:32.806 --> 00:08:33.226
So hey, listen,
00:08:33.966 --> 00:08:36.467
I saw that that charity is meaningful to
00:08:36.488 --> 00:08:36.628
you.
00:08:36.947 --> 00:08:38.467
I made a donation, because you know what?
00:08:38.908 --> 00:08:39.769
They all deserve the money,
00:08:40.028 --> 00:08:40.908
and I just wanted to let you know
00:08:40.928 --> 00:08:41.548
that I saw you,
00:08:41.708 --> 00:08:42.749
and I saw that that was important to
00:08:42.769 --> 00:08:42.850
you.
00:08:42.889 --> 00:08:44.070
And that meant something.
00:08:44.090 --> 00:08:46.270
That's an emotional impact, again,
00:08:46.311 --> 00:08:47.530
for not a huge lift.
00:08:48.086 --> 00:08:48.866
to do that kind of thing.
00:08:49.106 --> 00:08:49.927
And those things,
00:08:50.649 --> 00:08:52.071
that's the beauty of the relationship,
00:08:52.091 --> 00:08:52.230
right?
00:08:52.250 --> 00:08:52.871
To get it started.
00:08:52.932 --> 00:08:53.491
It's one thing,
00:08:53.533 --> 00:08:54.614
but then to keep it going,
00:08:54.634 --> 00:08:56.034
you just have to keep being interested.
00:08:56.056 --> 00:08:57.537
You have to keep being curious to keep
00:08:57.616 --> 00:08:58.899
asking questions, learn about them,
00:08:59.278 --> 00:09:01.261
and then do little things that, you know,
00:09:01.322 --> 00:09:02.602
reinforce that, that let them,
00:09:02.722 --> 00:09:04.225
like you just said, I see you,
00:09:04.264 --> 00:09:04.846
they've been seen.
00:09:05.157 --> 00:09:05.898
show not tell.
00:09:06.837 --> 00:09:08.360
I'm really interested in you is a weird
00:09:08.399 --> 00:09:10.782
way to say it, and it's transactional,
00:09:10.822 --> 00:09:11.621
but hey,
00:09:11.822 --> 00:09:15.044
I really appreciate you did that thing.
00:09:15.065 --> 00:09:16.105
I was giving a talk to students a
00:09:16.125 --> 00:09:17.407
couple weeks ago, and they said,
00:09:20.019 --> 00:09:21.681
How can we be seen as an authority?
00:09:21.760 --> 00:09:22.001
And I said,
00:09:22.022 --> 00:09:22.701
do you want to know how to look
00:09:22.721 --> 00:09:23.123
interesting?
00:09:23.283 --> 00:09:23.943
Be interested.
00:09:24.464 --> 00:09:25.504
Like, honestly, though.
00:09:25.605 --> 00:09:25.826
Right.
00:09:25.905 --> 00:09:27.528
Because people can tell when it's a fake
00:09:27.587 --> 00:09:29.409
question or you're doing it for a
00:09:29.450 --> 00:09:30.009
transact.
00:09:30.410 --> 00:09:30.770
We are.
00:09:31.312 --> 00:09:33.193
Nobody taught us how to smell out fake,
00:09:33.254 --> 00:09:34.414
but we can.
00:09:35.096 --> 00:09:35.456
We just can't.
00:09:35.475 --> 00:09:36.177
We're wired for it.
00:09:36.197 --> 00:09:36.677
We're wired for it.
00:09:36.697 --> 00:09:38.779
Because, again, if I'm just trying to.
00:09:38.799 --> 00:09:39.921
This is all the salespeople.
00:09:39.941 --> 00:09:40.041
Right.
00:09:40.061 --> 00:09:41.422
I'm just trying to close a deal.
00:09:42.149 --> 00:09:44.250
it feels way different from,
00:09:44.311 --> 00:09:45.610
can I help you solve a problem?
00:09:46.010 --> 00:09:47.312
No big deal if it's not the right
00:09:47.351 --> 00:09:47.751
time.
00:09:47.892 --> 00:09:51.773
It's a totally different vibe.
00:09:51.812 --> 00:09:52.513
In order to do that though,
00:09:52.533 --> 00:09:53.354
we got to track it.
00:09:53.673 --> 00:09:54.874
That's the other thing.
00:09:55.153 --> 00:09:57.355
I haven't even shown you that,
00:09:57.394 --> 00:09:58.075
but I built that.
00:09:58.735 --> 00:09:59.296
What is this?
00:09:59.655 --> 00:10:01.916
Sixer HQ.
00:10:01.936 --> 00:10:03.157
It's just relationship tracking.
00:10:04.356 --> 00:10:05.918
referral relationship management, right?
00:10:06.177 --> 00:10:08.217
I'm kind of focusing in on ortho
00:10:08.378 --> 00:10:08.778
initially,
00:10:08.859 --> 00:10:10.458
just because we know that's where the
00:10:10.479 --> 00:10:10.918
patients are.
00:10:11.899 --> 00:10:13.740
But it's not, it's like a CRM,
00:10:13.779 --> 00:10:15.720
but without all the sales pipeline stages.
00:10:15.740 --> 00:10:17.821
You know, it's kind of after the close,
00:10:18.321 --> 00:10:19.902
if you will, except that there's no close,
00:10:20.022 --> 00:10:20.802
right?
00:10:20.841 --> 00:10:22.022
Because the relationship shouldn't have
00:10:22.042 --> 00:10:23.503
a... Right, doesn't have a close date.
00:10:23.562 --> 00:10:24.383
Right, right, right.
00:10:24.403 --> 00:10:25.523
Doesn't even really have like, oh,
00:10:25.543 --> 00:10:26.283
we're now, you know,
00:10:26.403 --> 00:10:27.844
you're not getting engaged to the doctor.
00:10:27.903 --> 00:10:29.384
It's not a monogamous romantic
00:10:29.423 --> 00:10:30.745
relationship or anything like that, right?
00:10:30.784 --> 00:10:31.085
Right.
00:10:31.404 --> 00:10:31.705
Right.
00:10:31.725 --> 00:10:32.785
You're just like, but you're,
00:10:32.885 --> 00:10:34.567
you're connecting and you're helping each
00:10:34.626 --> 00:10:35.927
other and you truly are.
00:10:36.028 --> 00:10:37.708
And I, you know, I love this too.
00:10:37.808 --> 00:10:39.769
I've had back when I was running the
00:10:39.809 --> 00:10:40.931
practice and in the practice, you know,
00:10:40.951 --> 00:10:42.412
we're sitting at happy hour with five
00:10:42.451 --> 00:10:43.952
surgeons and a couple of fellows and
00:10:43.993 --> 00:10:44.212
stuff.
00:10:44.232 --> 00:10:45.553
And they're like, how do you do marketing?
00:10:47.239 --> 00:10:49.322
I'm like, whoa,
00:10:49.341 --> 00:10:50.302
I'm here with six of you or seven.
00:10:50.322 --> 00:10:51.684
You guys just invited me to happy hour.
00:10:51.705 --> 00:10:52.065
Correct.
00:10:53.547 --> 00:10:55.089
Yeah, that's the goal.
00:10:55.129 --> 00:10:55.249
Yeah,
00:10:55.269 --> 00:10:56.551
and here's my little daughter and
00:10:56.591 --> 00:10:57.732
everybody's talking.
00:10:57.773 --> 00:11:00.075
Yeah, it feels more natural than it is.
00:11:00.275 --> 00:11:02.639
So who's this for and what do they
00:11:02.759 --> 00:11:03.500
gain from it?
00:11:04.725 --> 00:11:06.927
Oh, so it's four practice owners,
00:11:06.947 --> 00:11:07.807
it's really any practice,
00:11:08.008 --> 00:11:09.089
we can go bigger too,
00:11:09.149 --> 00:11:12.251
but who relies on referrals or wants to.
00:11:12.451 --> 00:11:13.413
And they want to do it better.
00:11:13.714 --> 00:11:13.894
Yeah,
00:11:14.053 --> 00:11:15.294
and they want to make sure they're not
00:11:15.335 --> 00:11:15.975
dropping the ball.
00:11:16.076 --> 00:11:17.758
I talked to somebody who has twenty-two
00:11:17.798 --> 00:11:20.240
clinics, three regional marketing people,
00:11:20.760 --> 00:11:23.864
and he's founder and CEO and he doesn't
00:11:23.884 --> 00:11:25.044
know what they're doing on a daily basis.
00:11:25.538 --> 00:11:25.837
I'm like, well,
00:11:25.857 --> 00:11:27.259
this gives you transparency into the
00:11:27.318 --> 00:11:27.739
activity.
00:11:27.778 --> 00:11:29.440
And yeah, they told you they went there,
00:11:29.460 --> 00:11:29.980
but did they?
00:11:30.000 --> 00:11:31.980
Just trust and verify all that.
00:11:32.041 --> 00:11:32.881
So there's the visibility,
00:11:32.902 --> 00:11:34.162
there's the continuity.
00:11:35.442 --> 00:11:36.023
But yeah,
00:11:36.123 --> 00:11:37.764
and really it's for any specialist.
00:11:37.984 --> 00:11:39.384
It could be orthodox,
00:11:39.404 --> 00:11:40.686
it could be pain management,
00:11:40.725 --> 00:11:41.946
it could be anybody who relies on
00:11:41.985 --> 00:11:42.385
referrals.
00:11:42.726 --> 00:11:43.706
And that brings up another one,
00:11:43.726 --> 00:11:45.307
like back to that whole social media
00:11:45.347 --> 00:11:46.148
thing.
00:11:46.187 --> 00:11:47.869
The same people I was talking to is
00:11:47.908 --> 00:11:49.389
like, I asked, do you rely on referrals?
00:11:49.409 --> 00:11:50.951
Like, well, yeah, about ninety percent,
00:11:50.971 --> 00:11:51.850
but I know we shouldn't.
00:11:52.410 --> 00:11:53.331
Like, why not?
00:11:54.451 --> 00:11:55.611
Right, back to the word of mouth.
00:11:55.731 --> 00:11:56.312
Why not?
00:11:56.432 --> 00:11:56.793
Now,
00:11:56.873 --> 00:11:58.033
it shouldn't be ninety percent with one
00:11:58.073 --> 00:11:58.433
doctor.
00:11:58.453 --> 00:11:59.174
Right, right, right.
00:11:59.235 --> 00:11:59.615
Right.
00:11:59.634 --> 00:12:01.437
But if you have a big,
00:12:01.616 --> 00:12:04.038
broad panel of physicians all over the
00:12:04.078 --> 00:12:06.201
network, you got it right.
00:12:06.280 --> 00:12:08.283
A network of people you have relationships
00:12:08.302 --> 00:12:09.604
that you are a solution for.
00:12:09.624 --> 00:12:10.144
Right.
00:12:10.163 --> 00:12:11.065
And it's more complicated.
00:12:11.085 --> 00:12:12.166
You've got to keep track of more stuff.
00:12:12.186 --> 00:12:13.126
You've got to keep up with it.
00:12:13.527 --> 00:12:13.866
Yeah.
00:12:13.907 --> 00:12:14.847
You don't want all your eggs in one
00:12:14.868 --> 00:12:16.149
basket at the same time.
00:12:16.590 --> 00:12:18.030
Having a broad referral network.
00:12:19.417 --> 00:12:21.198
that there's absolutely nothing wrong with
00:12:21.219 --> 00:12:21.339
that.
00:12:21.399 --> 00:12:23.100
I think we've gotten away from that over
00:12:23.120 --> 00:12:25.982
the past decade or so of being filtered
00:12:26.062 --> 00:12:27.604
into doing all this.
00:12:27.663 --> 00:12:28.985
When the world goes digital,
00:12:30.409 --> 00:12:32.532
You can go into an arms race and
00:12:32.552 --> 00:12:33.832
if I'm going to outspend, outspend,
00:12:33.893 --> 00:12:34.253
outspend,
00:12:34.293 --> 00:12:35.653
that's a race not to the top but
00:12:35.673 --> 00:12:36.235
to the bottom.
00:12:36.534 --> 00:12:37.956
When the world goes digital, go to analog.
00:12:38.076 --> 00:12:39.216
Listen, kids, at one point,
00:12:39.537 --> 00:12:40.758
bell bottoms were the coolest thing in the
00:12:40.778 --> 00:12:42.080
world, and then they weren't,
00:12:42.120 --> 00:12:42.980
and then they were again,
00:12:43.019 --> 00:12:43.900
and then they weren't again.
00:12:43.921 --> 00:12:44.360
And you know what?
00:12:44.400 --> 00:12:45.121
In a couple of years,
00:12:45.341 --> 00:12:47.024
my money is on bell bottoms showing up.
00:12:47.264 --> 00:12:48.605
Maybe not as big as the sixties,
00:12:48.865 --> 00:12:49.686
but they'll come back.
00:12:50.206 --> 00:12:50.505
Right.
00:12:50.525 --> 00:12:51.826
So you use technology for the right
00:12:51.866 --> 00:12:52.486
things, right?
00:12:52.706 --> 00:12:52.846
Sure.
00:12:52.866 --> 00:12:53.988
Staying up to speed and stuff.
00:12:54.008 --> 00:12:56.109
But then, yeah, dude, handwritten notes.
00:12:57.190 --> 00:12:58.769
Here's another one for everybody out
00:12:58.789 --> 00:12:58.909
there.
00:12:58.929 --> 00:13:00.230
If you're sending a report to a doctor
00:13:00.551 --> 00:13:01.192
or to anybody,
00:13:01.672 --> 00:13:03.932
write one handwritten sentence on it.
00:13:04.719 --> 00:13:04.979
Right?
00:13:05.198 --> 00:13:07.019
Because we are like just psychologically
00:13:07.080 --> 00:13:07.541
programmed.
00:13:07.581 --> 00:13:08.980
If I had hit something handwritten on
00:13:09.020 --> 00:13:10.302
here, you would read it first.
00:13:10.381 --> 00:13:10.601
Right.
00:13:10.662 --> 00:13:11.763
Someone, right.
00:13:11.842 --> 00:13:13.964
This was added after the fact.
00:13:14.244 --> 00:13:15.705
Someone wrote on a printed document.
00:13:16.004 --> 00:13:17.285
This is the important thing.
00:13:17.546 --> 00:13:17.806
Right.
00:13:17.826 --> 00:13:19.046
The brain craves novelty.
00:13:19.307 --> 00:13:19.466
Right.
00:13:19.667 --> 00:13:19.807
Right.
00:13:19.826 --> 00:13:21.027
If I see something fifty times,
00:13:21.047 --> 00:13:22.087
I'm going to start to ignore it.
00:13:22.168 --> 00:13:23.649
You get all these reports all the time,
00:13:23.668 --> 00:13:24.028
whatever.
00:13:24.068 --> 00:13:24.408
Got it.
00:13:24.448 --> 00:13:24.688
Got it.
00:13:24.708 --> 00:13:26.370
It has like, hey, thanks for the referral.
00:13:26.389 --> 00:13:27.130
She's going to do great.
00:13:28.051 --> 00:13:30.631
Jimmy, they're going to read it.
00:13:30.831 --> 00:13:31.273
Yeah.
00:13:31.312 --> 00:13:32.312
They can't not read it.
00:13:32.393 --> 00:13:33.594
Like they're compelled to read it.
00:13:34.067 --> 00:13:35.989
Why is this difficult for people in
00:13:36.028 --> 00:13:36.469
healthcare?
00:13:36.548 --> 00:13:39.029
Is it because we are very formulaic and
00:13:39.090 --> 00:13:39.690
if you tell us,
00:13:40.370 --> 00:13:42.331
this is how it's done, do this,
00:13:42.370 --> 00:13:43.851
do A plus B, we get C,
00:13:44.111 --> 00:13:46.293
and humans are messy and that's harder?
00:13:47.092 --> 00:13:48.114
That's a great question.
00:13:48.173 --> 00:13:49.634
I think so much of it does have
00:13:49.654 --> 00:13:51.876
to do with we're good at the things
00:13:51.897 --> 00:13:53.038
we're good at.
00:13:53.878 --> 00:13:55.539
It's a classic e-myth business owner
00:13:55.559 --> 00:13:56.220
story, right?
00:13:56.559 --> 00:13:57.941
I'm really good at plumbing.
00:13:58.361 --> 00:13:59.482
I don't like talking to customers.
00:13:59.523 --> 00:13:59.743
Well,
00:13:59.802 --> 00:14:01.524
when you opened your plumbing business,
00:14:01.563 --> 00:14:04.025
you signed up to talk to customers, right?
00:14:04.285 --> 00:14:05.346
You signed up to manage people.
00:14:05.386 --> 00:14:05.767
You signed up.
00:14:05.787 --> 00:14:07.067
So when you opened your clinic and stuff,
00:14:07.568 --> 00:14:09.049
you became a marketer,
00:14:09.230 --> 00:14:10.331
whether you wanted to or not,
00:14:10.370 --> 00:14:11.432
whether you were aware of it or not.
00:14:11.491 --> 00:14:11.652
Yep.
00:14:12.846 --> 00:14:13.567
Brother Basil,
00:14:13.687 --> 00:14:15.168
I went to a Catholic university for
00:14:15.229 --> 00:14:15.548
college,
00:14:15.589 --> 00:14:16.909
and he stood up in the first day
00:14:16.929 --> 00:14:18.051
of public relations, and he said,
00:14:18.571 --> 00:14:19.231
what's public relations?
00:14:19.251 --> 00:14:20.312
You're in public relations class.
00:14:21.653 --> 00:14:22.573
We're going to define it.
00:14:22.594 --> 00:14:23.234
What's public relations?
00:14:23.313 --> 00:14:24.975
And I was smart enough to know he's
00:14:24.995 --> 00:14:25.416
a brother,
00:14:25.875 --> 00:14:27.517
so he's wearing the robe and the rope,
00:14:27.596 --> 00:14:28.638
and I'm like, this is a trap,
00:14:28.798 --> 00:14:29.839
so I'm going to keep my mouth shut
00:14:29.859 --> 00:14:31.159
because this is going to be a suddenly
00:14:31.220 --> 00:14:32.080
simple answer, not a come.
00:14:32.360 --> 00:14:33.280
But people were trying to,
00:14:33.681 --> 00:14:35.962
it's spin and story control, and I'm like,
00:14:36.023 --> 00:14:36.984
this is a trap,
00:14:37.124 --> 00:14:38.203
but keep your mouth shut.
00:14:38.605 --> 00:14:40.005
And once everybody ran out of air,
00:14:40.025 --> 00:14:40.385
he was like,
00:14:40.426 --> 00:14:41.486
public relations is building a
00:14:41.506 --> 00:14:42.226
relationship with the public.
00:14:43.267 --> 00:14:43.967
Answers in the question.
00:14:44.107 --> 00:14:45.548
It's building a relationship with the
00:14:45.567 --> 00:14:45.788
public.
00:14:46.368 --> 00:14:49.330
And he said the other sentiment was you're
00:14:49.350 --> 00:14:51.129
either doing public relations well or
00:14:51.149 --> 00:14:51.470
poorly.
00:14:51.529 --> 00:14:52.410
There's no not doing it.
00:14:52.471 --> 00:14:53.770
Not doing it is doing it poorly.
00:14:54.591 --> 00:14:56.731
The muscle was atrophying or
00:14:56.772 --> 00:14:57.312
strengthening,
00:14:57.913 --> 00:14:59.533
but it's never just sort of staying the
00:14:59.552 --> 00:14:59.793
same.
00:14:59.832 --> 00:15:01.254
It's in one direction or not.
00:15:01.354 --> 00:15:03.254
And you're what people know about you.
00:15:03.313 --> 00:15:04.394
I love those like.
00:15:06.259 --> 00:15:07.681
the house by driving,
00:15:08.261 --> 00:15:09.302
and then people will take pictures of
00:15:09.322 --> 00:15:09.423
that.
00:15:09.442 --> 00:15:10.864
I'm like, that's public relations, man.
00:15:10.903 --> 00:15:12.225
If your guy is out there acting like
00:15:12.245 --> 00:15:12.884
a jackass,
00:15:13.186 --> 00:15:15.407
he's doing public relations for you on the
00:15:15.447 --> 00:15:16.288
road in your van.
00:15:16.307 --> 00:15:17.249
It ain't good.
00:15:17.788 --> 00:15:18.970
It's anti-public.
00:15:18.990 --> 00:15:20.230
It's a bad public relations,
00:15:20.291 --> 00:15:20.932
but it is PR.
00:15:20.951 --> 00:15:21.172
Right, right.
00:15:21.812 --> 00:15:24.615
No, you're dead on.
00:15:24.634 --> 00:15:26.756
What's something someone who's a practice
00:15:26.817 --> 00:15:28.977
owner is probably overlooking right now
00:15:29.658 --> 00:15:31.379
that they could do tomorrow without
00:15:31.480 --> 00:15:34.783
spending a dollar that will help them do
00:15:34.822 --> 00:15:35.923
all the things we're talking about?
00:15:37.846 --> 00:15:40.029
Well, again,
00:15:40.190 --> 00:15:41.770
write a little thank you on the report
00:15:41.792 --> 00:15:43.052
that you're printing and sending anyway.
00:15:43.513 --> 00:15:44.815
If you want to spend a dollar,
00:15:45.716 --> 00:15:47.258
write on a thank you card,
00:15:47.697 --> 00:15:49.259
just a fold card and stick it in
00:15:49.299 --> 00:15:50.201
an envelope and mail it.
00:15:51.341 --> 00:15:52.744
But send a thank you to somebody.
00:15:53.202 --> 00:15:53.383
You know,
00:15:53.503 --> 00:15:55.265
and that's not a bad practice for any
00:15:55.285 --> 00:15:57.428
business owner to sit down every week,
00:15:57.469 --> 00:15:58.931
every month and just think,
00:15:59.010 --> 00:16:00.873
who do I owe a thanks to?
00:16:00.913 --> 00:16:02.696
Because one of the things that I ran
00:16:02.716 --> 00:16:04.278
into early on, somebody asked me,
00:16:04.518 --> 00:16:04.697
you know,
00:16:04.717 --> 00:16:05.960
out to lunch and she wanted to ask
00:16:06.000 --> 00:16:06.760
about, you know,
00:16:06.801 --> 00:16:07.883
starting a business and all this.
00:16:07.903 --> 00:16:08.964
And I told her, you know,
00:16:08.984 --> 00:16:10.025
one of the things I've learned in the
00:16:10.066 --> 00:16:10.966
first few years was,
00:16:11.885 --> 00:16:14.567
ironically never more dependent upon more
00:16:14.607 --> 00:16:17.028
people over whom you have no control than
00:16:17.048 --> 00:16:19.770
when you start a business yeah and you
00:16:19.791 --> 00:16:21.192
know you're depending on the landlord and
00:16:21.231 --> 00:16:23.553
the supplier and the employees and the you
00:16:23.573 --> 00:16:26.034
know customers and the bank and like all
00:16:26.054 --> 00:16:29.898
these dependencies and basically the part
00:16:30.118 --> 00:16:31.538
part of this is somebody did something
00:16:31.578 --> 00:16:33.980
nice for you this week have you told
00:16:34.000 --> 00:16:36.522
them say thank you yeah it's that simple
00:16:36.581 --> 00:16:38.082
and it's super easy to forget right you're
00:16:38.143 --> 00:16:40.164
mired down you're busy you're stressed out
00:16:40.947 --> 00:16:43.408
It's super easy to forget, but that two,
00:16:43.447 --> 00:16:44.187
five minutes.
00:16:45.208 --> 00:16:45.908
Leaves a mark.
00:16:46.969 --> 00:16:47.610
And it's huge.
00:16:47.909 --> 00:16:49.370
Again, back to when's the last,
00:16:49.429 --> 00:16:50.230
or call them and say,
00:16:50.390 --> 00:16:51.571
like when's the last time somebody called
00:16:51.591 --> 00:16:52.051
and just said, hey,
00:16:52.072 --> 00:16:53.231
I just want to reach out and say
00:16:53.272 --> 00:16:53.552
thanks.
00:16:53.572 --> 00:16:54.613
That was really helpful.
00:16:54.952 --> 00:16:56.793
And then the funny part is they're almost
00:16:56.852 --> 00:16:57.833
waiting for the sale.
00:16:58.553 --> 00:17:01.434
And when you don't give it, that's huge.
00:17:01.455 --> 00:17:03.216
When you're like, no, that's it.
00:17:03.436 --> 00:17:04.715
That was awesome and I appreciate it and
00:17:04.736 --> 00:17:05.476
I wanted you to know that.
00:17:06.016 --> 00:17:07.176
And I didn't have a chance to say
00:17:07.196 --> 00:17:09.656
it when it happened, but thank you.
00:17:10.498 --> 00:17:11.998
It's a pattern interrupt, what we call.
00:17:12.397 --> 00:17:13.538
It doesn't happen every day.
00:17:13.578 --> 00:17:15.318
So by doing it and taking forty five
00:17:15.358 --> 00:17:16.038
seconds to do it,
00:17:16.660 --> 00:17:18.000
it carries weight as it should.
00:17:18.339 --> 00:17:20.661
Again, make sure it's real, though.
00:17:21.874 --> 00:17:22.374
Absolutely.
00:17:22.394 --> 00:17:24.275
You can't fake it.
00:17:24.335 --> 00:17:25.474
If you fake a relationship,
00:17:25.535 --> 00:17:26.194
it's going to blow up.
00:17:26.516 --> 00:17:26.776
Yes.
00:17:26.996 --> 00:17:28.395
Eventually, it will come to light.
00:17:30.936 --> 00:17:31.696
Last question I'll ask.
00:17:31.817 --> 00:17:35.438
What gets lost when growth becomes the
00:17:35.597 --> 00:17:36.999
only goal?
00:17:37.278 --> 00:17:38.038
I need to get bigger.
00:17:38.479 --> 00:17:38.898
Growing.
00:17:39.519 --> 00:17:40.200
What gets lost?
00:17:40.240 --> 00:17:41.880
What do you lose along the way?
00:17:41.980 --> 00:17:43.901
I think it's a super simple answer,
00:17:43.921 --> 00:17:44.760
and it's our humanity.
00:17:45.434 --> 00:17:47.395
We get so caught up in the data,
00:17:47.435 --> 00:17:49.916
the numbers, the push, the whatever,
00:17:50.778 --> 00:17:51.978
trying to make payroll,
00:17:52.018 --> 00:17:53.959
trying to keep all the balls in the
00:17:54.078 --> 00:17:54.278
air.
00:17:54.859 --> 00:17:57.121
And we just forget that we're dealing with
00:17:57.161 --> 00:17:57.721
other people.
00:17:58.476 --> 00:17:59.317
And, you know,
00:17:59.336 --> 00:18:01.117
it's really easy to look at numbers and
00:18:01.137 --> 00:18:02.159
say, well, they're not performing.
00:18:02.179 --> 00:18:03.720
They're not doing it and start to get
00:18:03.819 --> 00:18:05.701
angry and blame and all that without just
00:18:05.740 --> 00:18:07.182
saying, you know, hey,
00:18:07.281 --> 00:18:08.522
I noticed things aren't going so well.
00:18:08.563 --> 00:18:09.022
How's it going?
00:18:09.242 --> 00:18:09.423
Yep.
00:18:09.442 --> 00:18:11.085
What can I do to help?
00:18:11.105 --> 00:18:11.184
Yeah.
00:18:11.204 --> 00:18:11.384
All right.
00:18:11.404 --> 00:18:12.045
We have Tristan on the show.
00:18:12.065 --> 00:18:12.726
You've done it before.
00:18:13.165 --> 00:18:13.665
We call it.
00:18:13.685 --> 00:18:14.666
Is there anything else we wanted to hit
00:18:14.707 --> 00:18:14.826
you?
00:18:15.007 --> 00:18:16.367
No, I've got my parting shot.
00:18:16.448 --> 00:18:17.269
Here it is.
00:18:17.368 --> 00:18:17.848
The parting shot.
00:18:17.868 --> 00:18:21.070
This is the parting shot.
00:18:21.171 --> 00:18:23.192
One last mic drop moment.
00:18:23.252 --> 00:18:24.073
No pressure.
00:18:24.493 --> 00:18:26.615
Just your legacy on the line.
00:18:27.744 --> 00:18:28.526
Parting shots.
00:18:28.586 --> 00:18:29.566
Sturdy McKee, what do you got?
00:18:29.705 --> 00:18:29.906
All right.
00:18:29.926 --> 00:18:31.107
So Thomas Edison said,
00:18:31.647 --> 00:18:32.929
the doctor of the future will give no
00:18:32.949 --> 00:18:34.750
medication but will interest his patients
00:18:34.769 --> 00:18:36.411
in the care of the human frame, diet,
00:18:36.672 --> 00:18:37.893
and in the cause and prevention of
00:18:37.913 --> 00:18:38.333
disease.
00:18:38.853 --> 00:18:39.673
And, dude, that's physical therapists.
00:18:39.693 --> 00:18:40.394
Yeah.
00:18:40.413 --> 00:18:40.775
We're here.
00:18:40.835 --> 00:18:41.255
Here we are.
00:18:41.595 --> 00:18:41.875
Right here.
00:18:42.155 --> 00:18:43.096
Fifteen thousand of us.
00:18:43.135 --> 00:18:43.777
Sturdy,
00:18:43.797 --> 00:18:44.758
where do you want people to go if
00:18:44.778 --> 00:18:45.478
they want to look you up?
00:18:45.758 --> 00:18:45.838
Oh,
00:18:45.858 --> 00:18:48.160
you can Sixer HQ or Sturdy Coaching or
00:18:48.220 --> 00:18:48.681
you can, I mean,
00:18:48.881 --> 00:18:50.261
I'm not hard to find on LinkedIn or
00:18:50.281 --> 00:18:50.602
anywhere.
00:18:50.622 --> 00:18:51.122
Sturdy McKee.
00:18:51.262 --> 00:18:51.522
Love it.
00:18:51.643 --> 00:18:51.782
Well,
00:18:51.843 --> 00:18:53.763
I'm not hard to find in a red
00:18:53.784 --> 00:18:54.005
bow tie.
00:18:55.085 --> 00:18:56.526
Thanks for coming on live here at CSM.
00:18:56.906 --> 00:18:57.166
Thank you.
00:00:09.329 --> 00:00:10.471
I'll be done in ten minutes.
00:00:11.753 --> 00:00:12.435
This is my last one.
00:00:16.041 --> 00:00:16.981
Okay, I'll text you.
00:00:17.782 --> 00:00:18.242
Oh, we're live.
00:00:18.542 --> 00:00:19.582
That's how we do this thing.
00:00:20.283 --> 00:00:21.464
We're having side conversations.
00:00:21.524 --> 00:00:22.265
That's how I'll text you.
00:00:22.324 --> 00:00:22.686
I'll text you.
00:00:22.705 --> 00:00:23.205
We'll talk later.
00:00:25.266 --> 00:00:26.388
Growth doesn't have to mean chaos.
00:00:26.428 --> 00:00:28.929
Our next guest has spent years helping
00:00:28.969 --> 00:00:30.390
practice owners get back to basics,
00:00:30.471 --> 00:00:31.451
building better connections,
00:00:31.490 --> 00:00:33.332
simpler systems, and healthier businesses.
00:00:33.673 --> 00:00:34.753
More is actually not better.
00:00:34.774 --> 00:00:36.335
Sometimes less can be better.
00:00:37.134 --> 00:00:38.136
Live again from Anaheim.
00:00:38.155 --> 00:00:39.417
Welcome back to the show, Sturdy McKay.
00:00:39.716 --> 00:00:40.116
Welcome back.
00:00:40.137 --> 00:00:40.637
Thanks, Jimmy.
00:00:41.640 --> 00:00:43.341
Where do we overcomplicate things?
00:00:43.701 --> 00:00:45.003
Let's start there, practice owners.
00:00:45.902 --> 00:00:46.103
Yeah,
00:00:46.402 --> 00:00:48.043
well the first thing I wanna talk about
00:00:48.084 --> 00:00:49.725
is I wanna call bullshit on social media
00:00:49.744 --> 00:00:50.085
marketing.
00:00:50.646 --> 00:00:51.445
Okay, good.
00:00:51.466 --> 00:00:54.707
Okay, because right now PTs,
00:00:54.807 --> 00:00:56.387
and this has been happening for probably a
00:00:56.448 --> 00:00:56.948
decade, right?
00:00:57.569 --> 00:00:59.509
PTs have been sold a bill of goods
00:00:59.549 --> 00:01:00.729
by these marketing people,
00:01:00.770 --> 00:01:01.790
many of whom are PTs,
00:01:01.890 --> 00:01:03.892
who are charging them exorbitant amounts
00:01:03.911 --> 00:01:07.153
of money to advertise on Facebook, Google,
00:01:07.293 --> 00:01:09.433
all these things they can charge on
00:01:09.493 --> 00:01:11.655
basically on a monthly basis to manage
00:01:11.674 --> 00:01:12.114
their ads.
00:01:12.495 --> 00:01:15.777
And people don't buy healthcare on
00:01:15.816 --> 00:01:16.177
Facebook.
00:01:17.593 --> 00:01:18.575
You know, it's just,
00:01:18.915 --> 00:01:20.737
so there's this whole process of trying to
00:01:20.798 --> 00:01:21.819
build trust and whatever.
00:01:22.278 --> 00:01:24.462
And what I've been working with clients
00:01:24.501 --> 00:01:24.882
lately,
00:01:25.063 --> 00:01:26.864
a number of them go back to where
00:01:26.885 --> 00:01:27.564
the patients are.
00:01:28.766 --> 00:01:29.287
And, you know,
00:01:29.307 --> 00:01:30.048
if we're going to focus on
00:01:30.067 --> 00:01:30.608
musculoskeletal,
00:01:30.629 --> 00:01:31.609
and the same thing's true, by the way,
00:01:31.629 --> 00:01:32.751
if we do peds or neuro or you
00:01:32.790 --> 00:01:33.753
name it, right?
00:01:33.793 --> 00:01:34.733
But musculoskeletal,
00:01:34.774 --> 00:01:36.155
half the people with a musculoskeletal
00:01:36.194 --> 00:01:37.537
issue go to their primary care doc first.
00:01:39.051 --> 00:01:39.852
So, you know,
00:01:39.992 --> 00:01:41.393
if you kind of break it down a
00:01:41.412 --> 00:01:44.075
little bit, what,
00:01:44.855 --> 00:01:46.298
average primary care doc sees seventy to a
00:01:46.317 --> 00:01:47.319
hundred visits a week.
00:01:47.659 --> 00:01:47.858
Sure.
00:01:48.500 --> 00:01:49.581
Twenty to forty percent of those
00:01:49.600 --> 00:01:51.382
statistically are musculoskeletal.
00:01:52.724 --> 00:01:54.665
What's their training with MSK?
00:01:56.227 --> 00:01:56.507
Lacking.
00:01:57.115 --> 00:01:58.757
Yeah, I mean, they got two tools, right?
00:01:59.037 --> 00:02:00.858
They got pills, and they got surgeons.
00:02:01.679 --> 00:02:02.498
And the pills,
00:02:02.618 --> 00:02:04.019
we all know what happened with that,
00:02:04.359 --> 00:02:04.640
right?
00:02:05.540 --> 00:02:06.781
And then with the surgeons, right,
00:02:06.802 --> 00:02:07.962
people are waiting six weeks,
00:02:08.002 --> 00:02:09.543
twelve weeks, sixteen weeks, months,
00:02:09.622 --> 00:02:11.084
literally, to get in,
00:02:11.424 --> 00:02:12.425
only to then be sent to PT.
00:02:13.085 --> 00:02:14.326
And we've known this for years and years,
00:02:14.347 --> 00:02:14.447
right?
00:02:14.467 --> 00:02:16.588
The Virginia Mason study was long ago and
00:02:17.430 --> 00:02:18.570
showed that if we change the clinical
00:02:18.591 --> 00:02:19.671
pathway, it saves money,
00:02:19.692 --> 00:02:20.932
it gets people better faster,
00:02:21.252 --> 00:02:22.253
it benefits everybody.
00:02:22.313 --> 00:02:24.096
But we've gotten away from this because of
00:02:24.116 --> 00:02:25.737
kind of the marketing.
00:02:25.758 --> 00:02:26.457
And by the way,
00:02:26.478 --> 00:02:27.218
I didn't even say this,
00:02:27.239 --> 00:02:28.479
but those same marketing people are
00:02:28.520 --> 00:02:30.002
telling practice owners to spend,
00:02:30.361 --> 00:02:30.562
you know,
00:02:30.602 --> 00:02:32.123
five to ten percent of their revenue on
00:02:32.163 --> 00:02:32.584
marketing.
00:02:33.384 --> 00:02:34.786
And that's insane.
00:02:34.806 --> 00:02:36.388
That's like half their profit margins.
00:02:37.832 --> 00:02:40.054
And it's all gone to do what?
00:02:40.133 --> 00:02:40.454
And very,
00:02:40.473 --> 00:02:41.914
very few people are tracking how many
00:02:42.175 --> 00:02:43.474
patients they're getting from.
00:02:43.534 --> 00:02:44.116
You brought this up before.
00:02:44.235 --> 00:02:45.575
Yeah, it's kind of crazy, though.
00:02:45.656 --> 00:02:50.478
So the big thing is there's a hidden
00:02:50.518 --> 00:02:52.138
patient volume in primary care.
00:02:52.237 --> 00:02:53.299
They're sitting in the waiting room down
00:02:53.318 --> 00:02:54.058
the street from you.
00:02:54.098 --> 00:02:54.658
And the algorithm,
00:02:54.679 --> 00:02:55.599
you've got to figure out it's not
00:02:55.659 --> 00:02:56.280
Instagrams.
00:02:56.419 --> 00:02:58.961
It's how to work that whole relationship.
00:02:59.040 --> 00:02:59.621
A relationship.
00:02:59.640 --> 00:03:00.520
Absolutely.
00:03:00.681 --> 00:03:00.842
Yeah.
00:03:01.002 --> 00:03:01.701
That's what it should be.
00:03:02.241 --> 00:03:03.723
And the good ones are, you know,
00:03:03.742 --> 00:03:04.804
I've talked to a few people that are
00:03:04.824 --> 00:03:06.324
like here at CSM, right?
00:03:06.344 --> 00:03:07.224
Who are like, yeah,
00:03:07.245 --> 00:03:08.566
we don't like to market to doctors and
00:03:08.605 --> 00:03:08.866
stuff.
00:03:08.945 --> 00:03:11.407
Like what's your most powerful marketing
00:03:11.448 --> 00:03:11.828
channel?
00:03:12.408 --> 00:03:13.830
Like for any practice owner or any
00:03:13.870 --> 00:03:14.610
business, right?
00:03:14.629 --> 00:03:16.510
We're sitting in the USPH booth.
00:03:16.972 --> 00:03:18.633
Any business, it's word of mouth.
00:03:19.173 --> 00:03:19.413
Okay,
00:03:19.473 --> 00:03:23.075
so how many people does your current
00:03:23.135 --> 00:03:24.856
patient sitting in front of you know that
00:03:24.877 --> 00:03:26.078
could use your help this week?
00:03:26.937 --> 00:03:28.558
One, two, three.
00:03:29.219 --> 00:03:29.479
Really?
00:03:29.860 --> 00:03:30.781
They know twenty they could tell?
00:03:31.633 --> 00:03:32.633
Oh, could they tell?
00:03:32.674 --> 00:03:32.813
No.
00:03:33.114 --> 00:03:33.473
Should they?
00:03:33.674 --> 00:03:36.615
Yeah, but I mean, but that doctor is,
00:03:37.096 --> 00:03:37.316
right?
00:03:37.376 --> 00:03:39.456
They're there asking for help.
00:03:39.477 --> 00:03:40.737
They're going to them for help and they're
00:03:40.758 --> 00:03:41.638
not getting the help they need.
00:03:42.098 --> 00:03:43.318
And it's costing a ton of money in
00:03:43.338 --> 00:03:43.818
the system.
00:03:44.338 --> 00:03:46.580
It's, you know, again,
00:03:46.759 --> 00:03:48.600
it's a treasure trove of patients who are
00:03:48.781 --> 00:03:50.442
not happy, right?
00:03:50.481 --> 00:03:51.682
Because if I got to wait three months
00:03:51.723 --> 00:03:52.943
to see the orthopedic surgeon and only be
00:03:52.962 --> 00:03:54.383
told I'm not a surgical candidate and I'm
00:03:54.403 --> 00:03:55.084
going to go to PT,
00:03:55.245 --> 00:03:56.705
then you're sitting there going, well,
00:03:56.745 --> 00:03:57.605
why didn't they tell me that in the
00:03:57.626 --> 00:03:58.026
first place?
00:03:59.758 --> 00:04:00.718
This is a relationship game.
00:04:01.239 --> 00:04:02.219
It's people on one side,
00:04:03.241 --> 00:04:03.901
people on the other side.
00:04:03.921 --> 00:04:07.504
I mean, I don't wanna oversimplify it,
00:04:07.525 --> 00:04:07.626
but.
00:04:07.645 --> 00:04:09.447
It's not that complicated.
00:04:09.608 --> 00:04:09.967
You know,
00:04:10.008 --> 00:04:11.468
and when people talk about physician
00:04:11.508 --> 00:04:11.930
marketing,
00:04:12.709 --> 00:04:13.830
So don't market to physicians,
00:04:13.850 --> 00:04:14.771
but build a relationship.
00:04:14.792 --> 00:04:15.551
Exactly.
00:04:15.572 --> 00:04:16.492
If you treat it like marketing,
00:04:16.512 --> 00:04:17.434
it's going to feel like marketing.
00:04:17.454 --> 00:04:18.435
It's going to taste like marketing.
00:04:18.456 --> 00:04:19.235
It's going to smell like marketing.
00:04:19.497 --> 00:04:20.497
These are not stupid people.
00:04:20.937 --> 00:04:22.839
And even when we're not standing in an
00:04:22.880 --> 00:04:24.601
expo hall filled with a bajillion booths,
00:04:24.622 --> 00:04:26.163
you're still exposed to hundreds or
00:04:26.204 --> 00:04:27.925
thousands of marketing messages a day.
00:04:28.185 --> 00:04:29.848
We're trained to ignore those things.
00:04:29.947 --> 00:04:30.088
Right.
00:04:30.709 --> 00:04:31.788
So the bar isn't low.
00:04:32.189 --> 00:04:33.550
The bar's on the floor in terms of
00:04:33.670 --> 00:04:34.649
doing something differently.
00:04:35.571 --> 00:04:37.630
When the world goes digital and advanced
00:04:37.670 --> 00:04:40.112
and AI, go the other way.
00:04:40.211 --> 00:04:41.853
Go handwritten note.
00:04:41.892 --> 00:04:42.773
Chad Madden said this.
00:04:42.833 --> 00:04:43.153
He goes,
00:04:43.233 --> 00:04:44.312
you're not going to like my first three
00:04:44.372 --> 00:04:45.694
answers of what to do to improve your
00:04:45.713 --> 00:04:46.033
marketing.
00:04:46.334 --> 00:04:47.714
It's going to be handwritten notes at the
00:04:47.735 --> 00:04:48.675
end of every day.
00:04:48.694 --> 00:04:50.475
It's going to be calling your patients
00:04:50.495 --> 00:04:51.456
from six months ago and say,
00:04:52.372 --> 00:04:54.894
honestly asking how you doing right like
00:04:55.254 --> 00:04:57.576
it's not sexy right uh but we're not
00:04:57.596 --> 00:04:58.976
doing the same thing with the doctors
00:04:59.016 --> 00:05:00.798
right and the correct note is super
00:05:00.817 --> 00:05:02.478
important and i'm a big advocate of that
00:05:02.879 --> 00:05:05.600
and you know you know how think about
00:05:05.641 --> 00:05:06.961
this when's the last time you got a
00:05:07.041 --> 00:05:09.403
handwritten thank you note i do not know
00:05:09.644 --> 00:05:10.725
when do you think the last time that
00:05:10.824 --> 00:05:12.485
doctor got a handwritten thank you note
00:05:12.505 --> 00:05:14.127
from another provider or when did he get
00:05:14.206 --> 00:05:16.189
a you know a panera lunch
00:05:17.028 --> 00:05:18.331
shipped in that they're like,
00:05:18.411 --> 00:05:19.252
I see what this is.
00:05:19.291 --> 00:05:20.973
And you telegraph this and try to buy
00:05:21.012 --> 00:05:21.213
me.
00:05:21.473 --> 00:05:22.214
And no offense, man,
00:05:22.235 --> 00:05:23.976
I'm worth more than a few Panera,
00:05:24.156 --> 00:05:25.158
you know, paninis.
00:05:25.358 --> 00:05:25.918
So much more.
00:05:25.939 --> 00:05:26.098
I mean,
00:05:26.119 --> 00:05:27.581
what the primary care docs in particular
00:05:27.600 --> 00:05:28.762
are looking for is happy patients.
00:05:29.101 --> 00:05:29.442
Correct.
00:05:29.523 --> 00:05:29.682
Right.
00:05:29.983 --> 00:05:31.043
Because people are in pain.
00:05:31.064 --> 00:05:31.805
They're complaining.
00:05:31.845 --> 00:05:32.466
They got away.
00:05:32.505 --> 00:05:33.105
They're calling.
00:05:33.125 --> 00:05:33.766
They're coming back.
00:05:33.786 --> 00:05:34.487
I'm not better yet.
00:05:34.918 --> 00:05:37.358
It's just a constant drain and emotional
00:05:37.499 --> 00:05:40.761
suck on their day versus you do a
00:05:40.800 --> 00:05:42.502
great job with your patients, you go back,
00:05:42.601 --> 00:05:43.783
the patient goes back and tells the
00:05:43.822 --> 00:05:44.862
primary care, they were wonderful.
00:05:44.882 --> 00:05:45.663
They solved my problem.
00:05:45.923 --> 00:05:46.163
Right.
00:05:46.184 --> 00:05:46.964
And you're like, great,
00:05:47.045 --> 00:05:48.084
now I've gotten this person.
00:05:48.504 --> 00:05:49.206
I am a resource.
00:05:49.545 --> 00:05:49.766
Right.
00:05:50.646 --> 00:05:50.947
And again,
00:05:50.987 --> 00:05:52.668
if they're seeing like twenty people or so
00:05:52.708 --> 00:05:55.028
a week that could be using your help,
00:05:55.809 --> 00:05:57.670
why can't they see you too?
00:05:57.689 --> 00:05:58.050
Correct.
00:05:58.550 --> 00:06:00.091
So what does the back to basics approach
00:06:00.112 --> 00:06:00.471
look like?
00:06:01.120 --> 00:06:02.762
Well, it's just what you said.
00:06:02.802 --> 00:06:04.002
It's just developing relationships.
00:06:04.483 --> 00:06:06.064
There's a lot of more upfront work in
00:06:06.084 --> 00:06:08.326
the beginning with that,
00:06:08.367 --> 00:06:10.668
but I had somebody reach out and say,
00:06:10.687 --> 00:06:12.149
what do you do for your wow baskets?
00:06:12.209 --> 00:06:13.831
I'm like, I don't do a wow basket.
00:06:14.350 --> 00:06:15.791
That's kind of like love bombing somebody
00:06:15.833 --> 00:06:17.134
or taking them on a helicopter ride for
00:06:17.153 --> 00:06:17.673
the first date.
00:06:17.694 --> 00:06:18.153
It's creepy.
00:06:18.173 --> 00:06:19.055
What do you do after that?
00:06:19.435 --> 00:06:21.016
Yeah, what do you do after that?
00:06:21.036 --> 00:06:21.317
Right.
00:06:21.357 --> 00:06:21.637
So no,
00:06:21.937 --> 00:06:22.937
I told her I would take whatever you
00:06:22.958 --> 00:06:24.238
have in your wow basket and I would
00:06:24.259 --> 00:06:25.579
divide every one of those things up and
00:06:25.600 --> 00:06:26.521
drop them off one a month.
00:06:27.321 --> 00:06:29.442
You know, one little thing like, I mean,
00:06:29.463 --> 00:06:30.603
the research even shows with
00:06:30.663 --> 00:06:31.223
relationships,
00:06:31.244 --> 00:06:32.165
it shows us in the workplace,
00:06:32.185 --> 00:06:33.485
it shows it multiple places,
00:06:33.605 --> 00:06:35.668
but small tokens,
00:06:35.788 --> 00:06:38.410
small effort consideration.
00:06:38.649 --> 00:06:40.192
That's what builds relationships.
00:06:40.211 --> 00:06:40.291
Yeah.
00:06:40.312 --> 00:06:40.471
Yeah.
00:06:41.372 --> 00:06:42.112
Make it specific.
00:06:42.233 --> 00:06:42.774
I love this one.
00:06:42.814 --> 00:06:44.694
The more specific, the more terrific.
00:06:45.076 --> 00:06:45.235
Right.
00:06:45.896 --> 00:06:47.956
make it specific to them, listen to them.
00:06:47.997 --> 00:06:49.218
This is why you want to keep track
00:06:49.257 --> 00:06:50.038
of these relationships.
00:06:50.059 --> 00:06:51.158
You want to write down, you know,
00:06:51.178 --> 00:06:52.120
their spouse's name.
00:06:52.139 --> 00:06:52.319
You want,
00:06:52.360 --> 00:06:54.021
if you can find out in conversation,
00:06:54.040 --> 00:06:55.382
their anniversary, you write it down.
00:06:55.482 --> 00:06:56.622
Don't force it though.
00:06:56.642 --> 00:06:57.182
No, no, no.
00:06:57.202 --> 00:06:57.862
But if it happens,
00:06:57.942 --> 00:06:59.504
write it down because that serves as your
00:06:59.543 --> 00:07:00.404
longterm memory.
00:07:00.584 --> 00:07:00.824
Right.
00:07:00.925 --> 00:07:02.266
And then, you know, their kids like,
00:07:02.326 --> 00:07:04.908
do the kids like, well, here, Dave Kittle,
00:07:05.327 --> 00:07:05.588
right?
00:07:05.807 --> 00:07:07.108
He's a client of mine.
00:07:08.149 --> 00:07:09.649
I, I had,
00:07:10.071 --> 00:07:12.252
cause Dave's a big Phillies fan, right?
00:07:12.947 --> 00:07:17.930
I had queued up before Christmas a glove,
00:07:17.971 --> 00:07:18.490
a ball,
00:07:18.591 --> 00:07:21.134
and a hat for his little baby, Davey.
00:07:21.153 --> 00:07:21.894
Because he just had a baby.
00:07:22.334 --> 00:07:22.555
Right.
00:07:23.314 --> 00:07:24.615
Davey's like eight months old or
00:07:24.656 --> 00:07:25.117
something, right?
00:07:25.137 --> 00:07:26.257
And I'm going to send him Phillies
00:07:26.398 --> 00:07:27.038
baseball stuff.
00:07:27.519 --> 00:07:28.759
I found out in order to get his
00:07:28.779 --> 00:07:29.560
kid named Davey,
00:07:29.860 --> 00:07:30.920
he had to agree that he was allowed
00:07:30.940 --> 00:07:31.581
to be a Mets fan,
00:07:31.601 --> 00:07:32.221
not a Phillies fan.
00:07:32.262 --> 00:07:32.742
Oh, man.
00:07:33.379 --> 00:07:35.300
But I was about to click no.
00:07:35.321 --> 00:07:35.762
And you changed it.
00:07:35.781 --> 00:07:37.182
And I would have sent him Philly stuff.
00:07:38.064 --> 00:07:40.706
And just by saying, hey, you know,
00:07:40.747 --> 00:07:41.687
I know Dave likes baseball.
00:07:41.728 --> 00:07:42.327
You love baseball.
00:07:42.348 --> 00:07:43.048
Is he a Phillies fan?
00:07:43.348 --> 00:07:44.129
He's like, no.
00:07:44.149 --> 00:07:45.091
And he tells me the whole story.
00:07:45.110 --> 00:07:46.533
I'm like, ooh, okay.
00:07:46.692 --> 00:07:47.293
So he got, yeah,
00:07:47.314 --> 00:07:48.153
but he got Mets stuff.
00:07:48.654 --> 00:07:50.115
But I remember that now, right?
00:07:50.175 --> 00:07:51.697
And then, you know, he's happy.
00:07:51.737 --> 00:07:52.499
And again...
00:07:52.898 --> 00:07:54.199
We're talking about small tokens.
00:07:54.238 --> 00:07:56.380
That wasn't an expensive gift.
00:07:56.401 --> 00:07:59.423
Can I tell you one that works pretty
00:07:59.463 --> 00:08:00.184
well because it's real?
00:08:00.603 --> 00:08:02.485
I did a little bit of research on
00:08:03.045 --> 00:08:05.007
a potential client that I was trying to
00:08:05.048 --> 00:08:07.529
get to build a relationship and saw that
00:08:07.550 --> 00:08:10.471
they shared a particular charity.
00:08:10.492 --> 00:08:11.392
So I was like, hey,
00:08:11.413 --> 00:08:12.293
I just want you to know I made
00:08:12.314 --> 00:08:13.654
a fifty dollar donation in your name.
00:08:14.396 --> 00:08:14.795
It's huge.
00:08:15.276 --> 00:08:16.997
And because fifty dollars
00:08:18.382 --> 00:08:19.661
isn't enough to,
00:08:19.721 --> 00:08:21.002
it just feels transactional.
00:08:21.483 --> 00:08:23.343
But I did this thing, and there's no,
00:08:23.384 --> 00:08:24.223
for it to be a gift,
00:08:24.264 --> 00:08:26.163
there has to be no expectation of return.
00:08:26.444 --> 00:08:27.084
We forget that.
00:08:27.125 --> 00:08:28.564
Well, I bought you a basket,
00:08:28.904 --> 00:08:30.026
when are you gonna send me patients?
00:08:30.286 --> 00:08:31.386
That's no longer a gift,
00:08:31.485 --> 00:08:32.485
because there's an expectation.
00:08:32.806 --> 00:08:33.226
So hey, listen,
00:08:33.966 --> 00:08:36.467
I saw that that charity is meaningful to
00:08:36.488 --> 00:08:36.628
you.
00:08:36.947 --> 00:08:38.467
I made a donation, because you know what?
00:08:38.908 --> 00:08:39.769
They all deserve the money,
00:08:40.028 --> 00:08:40.908
and I just wanted to let you know
00:08:40.928 --> 00:08:41.548
that I saw you,
00:08:41.708 --> 00:08:42.749
and I saw that that was important to
00:08:42.769 --> 00:08:42.850
you.
00:08:42.889 --> 00:08:44.070
And that meant something.
00:08:44.090 --> 00:08:46.270
That's an emotional impact, again,
00:08:46.311 --> 00:08:47.530
for not a huge lift.
00:08:48.086 --> 00:08:48.866
to do that kind of thing.
00:08:49.106 --> 00:08:49.927
And those things,
00:08:50.649 --> 00:08:52.071
that's the beauty of the relationship,
00:08:52.091 --> 00:08:52.230
right?
00:08:52.250 --> 00:08:52.871
To get it started.
00:08:52.932 --> 00:08:53.491
It's one thing,
00:08:53.533 --> 00:08:54.614
but then to keep it going,
00:08:54.634 --> 00:08:56.034
you just have to keep being interested.
00:08:56.056 --> 00:08:57.537
You have to keep being curious to keep
00:08:57.616 --> 00:08:58.899
asking questions, learn about them,
00:08:59.278 --> 00:09:01.261
and then do little things that, you know,
00:09:01.322 --> 00:09:02.602
reinforce that, that let them,
00:09:02.722 --> 00:09:04.225
like you just said, I see you,
00:09:04.264 --> 00:09:04.846
they've been seen.
00:09:05.157 --> 00:09:05.898
show not tell.
00:09:06.837 --> 00:09:08.360
I'm really interested in you is a weird
00:09:08.399 --> 00:09:10.782
way to say it, and it's transactional,
00:09:10.822 --> 00:09:11.621
but hey,
00:09:11.822 --> 00:09:15.044
I really appreciate you did that thing.
00:09:15.065 --> 00:09:16.105
I was giving a talk to students a
00:09:16.125 --> 00:09:17.407
couple weeks ago, and they said,
00:09:20.019 --> 00:09:21.681
How can we be seen as an authority?
00:09:21.760 --> 00:09:22.001
And I said,
00:09:22.022 --> 00:09:22.701
do you want to know how to look
00:09:22.721 --> 00:09:23.123
interesting?
00:09:23.283 --> 00:09:23.943
Be interested.
00:09:24.464 --> 00:09:25.504
Like, honestly, though.
00:09:25.605 --> 00:09:25.826
Right.
00:09:25.905 --> 00:09:27.528
Because people can tell when it's a fake
00:09:27.587 --> 00:09:29.409
question or you're doing it for a
00:09:29.450 --> 00:09:30.009
transact.
00:09:30.410 --> 00:09:30.770
We are.
00:09:31.312 --> 00:09:33.193
Nobody taught us how to smell out fake,
00:09:33.254 --> 00:09:34.414
but we can.
00:09:35.096 --> 00:09:35.456
We just can't.
00:09:35.475 --> 00:09:36.177
We're wired for it.
00:09:36.197 --> 00:09:36.677
We're wired for it.
00:09:36.697 --> 00:09:38.779
Because, again, if I'm just trying to.
00:09:38.799 --> 00:09:39.921
This is all the salespeople.
00:09:39.941 --> 00:09:40.041
Right.
00:09:40.061 --> 00:09:41.422
I'm just trying to close a deal.
00:09:42.149 --> 00:09:44.250
it feels way different from,
00:09:44.311 --> 00:09:45.610
can I help you solve a problem?
00:09:46.010 --> 00:09:47.312
No big deal if it's not the right
00:09:47.351 --> 00:09:47.751
time.
00:09:47.892 --> 00:09:51.773
It's a totally different vibe.
00:09:51.812 --> 00:09:52.513
In order to do that though,
00:09:52.533 --> 00:09:53.354
we got to track it.
00:09:53.673 --> 00:09:54.874
That's the other thing.
00:09:55.153 --> 00:09:57.355
I haven't even shown you that,
00:09:57.394 --> 00:09:58.075
but I built that.
00:09:58.735 --> 00:09:59.296
What is this?
00:09:59.655 --> 00:10:01.916
Sixer HQ.
00:10:01.936 --> 00:10:03.157
It's just relationship tracking.
00:10:04.356 --> 00:10:05.918
referral relationship management, right?
00:10:06.177 --> 00:10:08.217
I'm kind of focusing in on ortho
00:10:08.378 --> 00:10:08.778
initially,
00:10:08.859 --> 00:10:10.458
just because we know that's where the
00:10:10.479 --> 00:10:10.918
patients are.
00:10:11.899 --> 00:10:13.740
But it's not, it's like a CRM,
00:10:13.779 --> 00:10:15.720
but without all the sales pipeline stages.
00:10:15.740 --> 00:10:17.821
You know, it's kind of after the close,
00:10:18.321 --> 00:10:19.902
if you will, except that there's no close,
00:10:20.022 --> 00:10:20.802
right?
00:10:20.841 --> 00:10:22.022
Because the relationship shouldn't have
00:10:22.042 --> 00:10:23.503
a... Right, doesn't have a close date.
00:10:23.562 --> 00:10:24.383
Right, right, right.
00:10:24.403 --> 00:10:25.523
Doesn't even really have like, oh,
00:10:25.543 --> 00:10:26.283
we're now, you know,
00:10:26.403 --> 00:10:27.844
you're not getting engaged to the doctor.
00:10:27.903 --> 00:10:29.384
It's not a monogamous romantic
00:10:29.423 --> 00:10:30.745
relationship or anything like that, right?
00:10:30.784 --> 00:10:31.085
Right.
00:10:31.404 --> 00:10:31.705
Right.
00:10:31.725 --> 00:10:32.785
You're just like, but you're,
00:10:32.885 --> 00:10:34.567
you're connecting and you're helping each
00:10:34.626 --> 00:10:35.927
other and you truly are.
00:10:36.028 --> 00:10:37.708
And I, you know, I love this too.
00:10:37.808 --> 00:10:39.769
I've had back when I was running the
00:10:39.809 --> 00:10:40.931
practice and in the practice, you know,
00:10:40.951 --> 00:10:42.412
we're sitting at happy hour with five
00:10:42.451 --> 00:10:43.952
surgeons and a couple of fellows and
00:10:43.993 --> 00:10:44.212
stuff.
00:10:44.232 --> 00:10:45.553
And they're like, how do you do marketing?
00:10:47.239 --> 00:10:49.322
I'm like, whoa,
00:10:49.341 --> 00:10:50.302
I'm here with six of you or seven.
00:10:50.322 --> 00:10:51.684
You guys just invited me to happy hour.
00:10:51.705 --> 00:10:52.065
Correct.
00:10:53.547 --> 00:10:55.089
Yeah, that's the goal.
00:10:55.129 --> 00:10:55.249
Yeah,
00:10:55.269 --> 00:10:56.551
and here's my little daughter and
00:10:56.591 --> 00:10:57.732
everybody's talking.
00:10:57.773 --> 00:11:00.075
Yeah, it feels more natural than it is.
00:11:00.275 --> 00:11:02.639
So who's this for and what do they
00:11:02.759 --> 00:11:03.500
gain from it?
00:11:04.725 --> 00:11:06.927
Oh, so it's four practice owners,
00:11:06.947 --> 00:11:07.807
it's really any practice,
00:11:08.008 --> 00:11:09.089
we can go bigger too,
00:11:09.149 --> 00:11:12.251
but who relies on referrals or wants to.
00:11:12.451 --> 00:11:13.413
And they want to do it better.
00:11:13.714 --> 00:11:13.894
Yeah,
00:11:14.053 --> 00:11:15.294
and they want to make sure they're not
00:11:15.335 --> 00:11:15.975
dropping the ball.
00:11:16.076 --> 00:11:17.758
I talked to somebody who has twenty-two
00:11:17.798 --> 00:11:20.240
clinics, three regional marketing people,
00:11:20.760 --> 00:11:23.864
and he's founder and CEO and he doesn't
00:11:23.884 --> 00:11:25.044
know what they're doing on a daily basis.
00:11:25.538 --> 00:11:25.837
I'm like, well,
00:11:25.857 --> 00:11:27.259
this gives you transparency into the
00:11:27.318 --> 00:11:27.739
activity.
00:11:27.778 --> 00:11:29.440
And yeah, they told you they went there,
00:11:29.460 --> 00:11:29.980
but did they?
00:11:30.000 --> 00:11:31.980
Just trust and verify all that.
00:11:32.041 --> 00:11:32.881
So there's the visibility,
00:11:32.902 --> 00:11:34.162
there's the continuity.
00:11:35.442 --> 00:11:36.023
But yeah,
00:11:36.123 --> 00:11:37.764
and really it's for any specialist.
00:11:37.984 --> 00:11:39.384
It could be orthodox,
00:11:39.404 --> 00:11:40.686
it could be pain management,
00:11:40.725 --> 00:11:41.946
it could be anybody who relies on
00:11:41.985 --> 00:11:42.385
referrals.
00:11:42.726 --> 00:11:43.706
And that brings up another one,
00:11:43.726 --> 00:11:45.307
like back to that whole social media
00:11:45.347 --> 00:11:46.148
thing.
00:11:46.187 --> 00:11:47.869
The same people I was talking to is
00:11:47.908 --> 00:11:49.389
like, I asked, do you rely on referrals?
00:11:49.409 --> 00:11:50.951
Like, well, yeah, about ninety percent,
00:11:50.971 --> 00:11:51.850
but I know we shouldn't.
00:11:52.410 --> 00:11:53.331
Like, why not?
00:11:54.451 --> 00:11:55.611
Right, back to the word of mouth.
00:11:55.731 --> 00:11:56.312
Why not?
00:11:56.432 --> 00:11:56.793
Now,
00:11:56.873 --> 00:11:58.033
it shouldn't be ninety percent with one
00:11:58.073 --> 00:11:58.433
doctor.
00:11:58.453 --> 00:11:59.174
Right, right, right.
00:11:59.235 --> 00:11:59.615
Right.
00:11:59.634 --> 00:12:01.437
But if you have a big,
00:12:01.616 --> 00:12:04.038
broad panel of physicians all over the
00:12:04.078 --> 00:12:06.201
network, you got it right.
00:12:06.280 --> 00:12:08.283
A network of people you have relationships
00:12:08.302 --> 00:12:09.604
that you are a solution for.
00:12:09.624 --> 00:12:10.144
Right.
00:12:10.163 --> 00:12:11.065
And it's more complicated.
00:12:11.085 --> 00:12:12.166
You've got to keep track of more stuff.
00:12:12.186 --> 00:12:13.126
You've got to keep up with it.
00:12:13.527 --> 00:12:13.866
Yeah.
00:12:13.907 --> 00:12:14.847
You don't want all your eggs in one
00:12:14.868 --> 00:12:16.149
basket at the same time.
00:12:16.590 --> 00:12:18.030
Having a broad referral network.
00:12:19.417 --> 00:12:21.198
that there's absolutely nothing wrong with
00:12:21.219 --> 00:12:21.339
that.
00:12:21.399 --> 00:12:23.100
I think we've gotten away from that over
00:12:23.120 --> 00:12:25.982
the past decade or so of being filtered
00:12:26.062 --> 00:12:27.604
into doing all this.
00:12:27.663 --> 00:12:28.985
When the world goes digital,
00:12:30.409 --> 00:12:32.532
You can go into an arms race and
00:12:32.552 --> 00:12:33.832
if I'm going to outspend, outspend,
00:12:33.893 --> 00:12:34.253
outspend,
00:12:34.293 --> 00:12:35.653
that's a race not to the top but
00:12:35.673 --> 00:12:36.235
to the bottom.
00:12:36.534 --> 00:12:37.956
When the world goes digital, go to analog.
00:12:38.076 --> 00:12:39.216
Listen, kids, at one point,
00:12:39.537 --> 00:12:40.758
bell bottoms were the coolest thing in the
00:12:40.778 --> 00:12:42.080
world, and then they weren't,
00:12:42.120 --> 00:12:42.980
and then they were again,
00:12:43.019 --> 00:12:43.900
and then they weren't again.
00:12:43.921 --> 00:12:44.360
And you know what?
00:12:44.400 --> 00:12:45.121
In a couple of years,
00:12:45.341 --> 00:12:47.024
my money is on bell bottoms showing up.
00:12:47.264 --> 00:12:48.605
Maybe not as big as the sixties,
00:12:48.865 --> 00:12:49.686
but they'll come back.
00:12:50.206 --> 00:12:50.505
Right.
00:12:50.525 --> 00:12:51.826
So you use technology for the right
00:12:51.866 --> 00:12:52.486
things, right?
00:12:52.706 --> 00:12:52.846
Sure.
00:12:52.866 --> 00:12:53.988
Staying up to speed and stuff.
00:12:54.008 --> 00:12:56.109
But then, yeah, dude, handwritten notes.
00:12:57.190 --> 00:12:58.769
Here's another one for everybody out
00:12:58.789 --> 00:12:58.909
there.
00:12:58.929 --> 00:13:00.230
If you're sending a report to a doctor
00:13:00.551 --> 00:13:01.192
or to anybody,
00:13:01.672 --> 00:13:03.932
write one handwritten sentence on it.
00:13:04.719 --> 00:13:04.979
Right?
00:13:05.198 --> 00:13:07.019
Because we are like just psychologically
00:13:07.080 --> 00:13:07.541
programmed.
00:13:07.581 --> 00:13:08.980
If I had hit something handwritten on
00:13:09.020 --> 00:13:10.302
here, you would read it first.
00:13:10.381 --> 00:13:10.601
Right.
00:13:10.662 --> 00:13:11.763
Someone, right.
00:13:11.842 --> 00:13:13.964
This was added after the fact.
00:13:14.244 --> 00:13:15.705
Someone wrote on a printed document.
00:13:16.004 --> 00:13:17.285
This is the important thing.
00:13:17.546 --> 00:13:17.806
Right.
00:13:17.826 --> 00:13:19.046
The brain craves novelty.
00:13:19.307 --> 00:13:19.466
Right.
00:13:19.667 --> 00:13:19.807
Right.
00:13:19.826 --> 00:13:21.027
If I see something fifty times,
00:13:21.047 --> 00:13:22.087
I'm going to start to ignore it.
00:13:22.168 --> 00:13:23.649
You get all these reports all the time,
00:13:23.668 --> 00:13:24.028
whatever.
00:13:24.068 --> 00:13:24.408
Got it.
00:13:24.448 --> 00:13:24.688
Got it.
00:13:24.708 --> 00:13:26.370
It has like, hey, thanks for the referral.
00:13:26.389 --> 00:13:27.130
She's going to do great.
00:13:28.051 --> 00:13:30.631
Jimmy, they're going to read it.
00:13:30.831 --> 00:13:31.273
Yeah.
00:13:31.312 --> 00:13:32.312
They can't not read it.
00:13:32.393 --> 00:13:33.594
Like they're compelled to read it.
00:13:34.067 --> 00:13:35.989
Why is this difficult for people in
00:13:36.028 --> 00:13:36.469
healthcare?
00:13:36.548 --> 00:13:39.029
Is it because we are very formulaic and
00:13:39.090 --> 00:13:39.690
if you tell us,
00:13:40.370 --> 00:13:42.331
this is how it's done, do this,
00:13:42.370 --> 00:13:43.851
do A plus B, we get C,
00:13:44.111 --> 00:13:46.293
and humans are messy and that's harder?
00:13:47.092 --> 00:13:48.114
That's a great question.
00:13:48.173 --> 00:13:49.634
I think so much of it does have
00:13:49.654 --> 00:13:51.876
to do with we're good at the things
00:13:51.897 --> 00:13:53.038
we're good at.
00:13:53.878 --> 00:13:55.539
It's a classic e-myth business owner
00:13:55.559 --> 00:13:56.220
story, right?
00:13:56.559 --> 00:13:57.941
I'm really good at plumbing.
00:13:58.361 --> 00:13:59.482
I don't like talking to customers.
00:13:59.523 --> 00:13:59.743
Well,
00:13:59.802 --> 00:14:01.524
when you opened your plumbing business,
00:14:01.563 --> 00:14:04.025
you signed up to talk to customers, right?
00:14:04.285 --> 00:14:05.346
You signed up to manage people.
00:14:05.386 --> 00:14:05.767
You signed up.
00:14:05.787 --> 00:14:07.067
So when you opened your clinic and stuff,
00:14:07.568 --> 00:14:09.049
you became a marketer,
00:14:09.230 --> 00:14:10.331
whether you wanted to or not,
00:14:10.370 --> 00:14:11.432
whether you were aware of it or not.
00:14:11.491 --> 00:14:11.652
Yep.
00:14:12.846 --> 00:14:13.567
Brother Basil,
00:14:13.687 --> 00:14:15.168
I went to a Catholic university for
00:14:15.229 --> 00:14:15.548
college,
00:14:15.589 --> 00:14:16.909
and he stood up in the first day
00:14:16.929 --> 00:14:18.051
of public relations, and he said,
00:14:18.571 --> 00:14:19.231
what's public relations?
00:14:19.251 --> 00:14:20.312
You're in public relations class.
00:14:21.653 --> 00:14:22.573
We're going to define it.
00:14:22.594 --> 00:14:23.234
What's public relations?
00:14:23.313 --> 00:14:24.975
And I was smart enough to know he's
00:14:24.995 --> 00:14:25.416
a brother,
00:14:25.875 --> 00:14:27.517
so he's wearing the robe and the rope,
00:14:27.596 --> 00:14:28.638
and I'm like, this is a trap,
00:14:28.798 --> 00:14:29.839
so I'm going to keep my mouth shut
00:14:29.859 --> 00:14:31.159
because this is going to be a suddenly
00:14:31.220 --> 00:14:32.080
simple answer, not a come.
00:14:32.360 --> 00:14:33.280
But people were trying to,
00:14:33.681 --> 00:14:35.962
it's spin and story control, and I'm like,
00:14:36.023 --> 00:14:36.984
this is a trap,
00:14:37.124 --> 00:14:38.203
but keep your mouth shut.
00:14:38.605 --> 00:14:40.005
And once everybody ran out of air,
00:14:40.025 --> 00:14:40.385
he was like,
00:14:40.426 --> 00:14:41.486
public relations is building a
00:14:41.506 --> 00:14:42.226
relationship with the public.
00:14:43.267 --> 00:14:43.967
Answers in the question.
00:14:44.107 --> 00:14:45.548
It's building a relationship with the
00:14:45.567 --> 00:14:45.788
public.
00:14:46.368 --> 00:14:49.330
And he said the other sentiment was you're
00:14:49.350 --> 00:14:51.129
either doing public relations well or
00:14:51.149 --> 00:14:51.470
poorly.
00:14:51.529 --> 00:14:52.410
There's no not doing it.
00:14:52.471 --> 00:14:53.770
Not doing it is doing it poorly.
00:14:54.591 --> 00:14:56.731
The muscle was atrophying or
00:14:56.772 --> 00:14:57.312
strengthening,
00:14:57.913 --> 00:14:59.533
but it's never just sort of staying the
00:14:59.552 --> 00:14:59.793
same.
00:14:59.832 --> 00:15:01.254
It's in one direction or not.
00:15:01.354 --> 00:15:03.254
And you're what people know about you.
00:15:03.313 --> 00:15:04.394
I love those like.
00:15:06.259 --> 00:15:07.681
the house by driving,
00:15:08.261 --> 00:15:09.302
and then people will take pictures of
00:15:09.322 --> 00:15:09.423
that.
00:15:09.442 --> 00:15:10.864
I'm like, that's public relations, man.
00:15:10.903 --> 00:15:12.225
If your guy is out there acting like
00:15:12.245 --> 00:15:12.884
a jackass,
00:15:13.186 --> 00:15:15.407
he's doing public relations for you on the
00:15:15.447 --> 00:15:16.288
road in your van.
00:15:16.307 --> 00:15:17.249
It ain't good.
00:15:17.788 --> 00:15:18.970
It's anti-public.
00:15:18.990 --> 00:15:20.230
It's a bad public relations,
00:15:20.291 --> 00:15:20.932
but it is PR.
00:15:20.951 --> 00:15:21.172
Right, right.
00:15:21.812 --> 00:15:24.615
No, you're dead on.
00:15:24.634 --> 00:15:26.756
What's something someone who's a practice
00:15:26.817 --> 00:15:28.977
owner is probably overlooking right now
00:15:29.658 --> 00:15:31.379
that they could do tomorrow without
00:15:31.480 --> 00:15:34.783
spending a dollar that will help them do
00:15:34.822 --> 00:15:35.923
all the things we're talking about?
00:15:37.846 --> 00:15:40.029
Well, again,
00:15:40.190 --> 00:15:41.770
write a little thank you on the report
00:15:41.792 --> 00:15:43.052
that you're printing and sending anyway.
00:15:43.513 --> 00:15:44.815
If you want to spend a dollar,
00:15:45.716 --> 00:15:47.258
write on a thank you card,
00:15:47.697 --> 00:15:49.259
just a fold card and stick it in
00:15:49.299 --> 00:15:50.201
an envelope and mail it.
00:15:51.341 --> 00:15:52.744
But send a thank you to somebody.
00:15:53.202 --> 00:15:53.383
You know,
00:15:53.503 --> 00:15:55.265
and that's not a bad practice for any
00:15:55.285 --> 00:15:57.428
business owner to sit down every week,
00:15:57.469 --> 00:15:58.931
every month and just think,
00:15:59.010 --> 00:16:00.873
who do I owe a thanks to?
00:16:00.913 --> 00:16:02.696
Because one of the things that I ran
00:16:02.716 --> 00:16:04.278
into early on, somebody asked me,
00:16:04.518 --> 00:16:04.697
you know,
00:16:04.717 --> 00:16:05.960
out to lunch and she wanted to ask
00:16:06.000 --> 00:16:06.760
about, you know,
00:16:06.801 --> 00:16:07.883
starting a business and all this.
00:16:07.903 --> 00:16:08.964
And I told her, you know,
00:16:08.984 --> 00:16:10.025
one of the things I've learned in the
00:16:10.066 --> 00:16:10.966
first few years was,
00:16:11.885 --> 00:16:14.567
ironically never more dependent upon more
00:16:14.607 --> 00:16:17.028
people over whom you have no control than
00:16:17.048 --> 00:16:19.770
when you start a business yeah and you
00:16:19.791 --> 00:16:21.192
know you're depending on the landlord and
00:16:21.231 --> 00:16:23.553
the supplier and the employees and the you
00:16:23.573 --> 00:16:26.034
know customers and the bank and like all
00:16:26.054 --> 00:16:29.898
these dependencies and basically the part
00:16:30.118 --> 00:16:31.538
part of this is somebody did something
00:16:31.578 --> 00:16:33.980
nice for you this week have you told
00:16:34.000 --> 00:16:36.522
them say thank you yeah it's that simple
00:16:36.581 --> 00:16:38.082
and it's super easy to forget right you're
00:16:38.143 --> 00:16:40.164
mired down you're busy you're stressed out
00:16:40.947 --> 00:16:43.408
It's super easy to forget, but that two,
00:16:43.447 --> 00:16:44.187
five minutes.
00:16:45.208 --> 00:16:45.908
Leaves a mark.
00:16:46.969 --> 00:16:47.610
And it's huge.
00:16:47.909 --> 00:16:49.370
Again, back to when's the last,
00:16:49.429 --> 00:16:50.230
or call them and say,
00:16:50.390 --> 00:16:51.571
like when's the last time somebody called
00:16:51.591 --> 00:16:52.051
and just said, hey,
00:16:52.072 --> 00:16:53.231
I just want to reach out and say
00:16:53.272 --> 00:16:53.552
thanks.
00:16:53.572 --> 00:16:54.613
That was really helpful.
00:16:54.952 --> 00:16:56.793
And then the funny part is they're almost
00:16:56.852 --> 00:16:57.833
waiting for the sale.
00:16:58.553 --> 00:17:01.434
And when you don't give it, that's huge.
00:17:01.455 --> 00:17:03.216
When you're like, no, that's it.
00:17:03.436 --> 00:17:04.715
That was awesome and I appreciate it and
00:17:04.736 --> 00:17:05.476
I wanted you to know that.
00:17:06.016 --> 00:17:07.176
And I didn't have a chance to say
00:17:07.196 --> 00:17:09.656
it when it happened, but thank you.
00:17:10.498 --> 00:17:11.998
It's a pattern interrupt, what we call.
00:17:12.397 --> 00:17:13.538
It doesn't happen every day.
00:17:13.578 --> 00:17:15.318
So by doing it and taking forty five
00:17:15.358 --> 00:17:16.038
seconds to do it,
00:17:16.660 --> 00:17:18.000
it carries weight as it should.
00:17:18.339 --> 00:17:20.661
Again, make sure it's real, though.
00:17:21.874 --> 00:17:22.374
Absolutely.
00:17:22.394 --> 00:17:24.275
You can't fake it.
00:17:24.335 --> 00:17:25.474
If you fake a relationship,
00:17:25.535 --> 00:17:26.194
it's going to blow up.
00:17:26.516 --> 00:17:26.776
Yes.
00:17:26.996 --> 00:17:28.395
Eventually, it will come to light.
00:17:30.936 --> 00:17:31.696
Last question I'll ask.
00:17:31.817 --> 00:17:35.438
What gets lost when growth becomes the
00:17:35.597 --> 00:17:36.999
only goal?
00:17:37.278 --> 00:17:38.038
I need to get bigger.
00:17:38.479 --> 00:17:38.898
Growing.
00:17:39.519 --> 00:17:40.200
What gets lost?
00:17:40.240 --> 00:17:41.880
What do you lose along the way?
00:17:41.980 --> 00:17:43.901
I think it's a super simple answer,
00:17:43.921 --> 00:17:44.760
and it's our humanity.
00:17:45.434 --> 00:17:47.395
We get so caught up in the data,
00:17:47.435 --> 00:17:49.916
the numbers, the push, the whatever,
00:17:50.778 --> 00:17:51.978
trying to make payroll,
00:17:52.018 --> 00:17:53.959
trying to keep all the balls in the
00:17:54.078 --> 00:17:54.278
air.
00:17:54.859 --> 00:17:57.121
And we just forget that we're dealing with
00:17:57.161 --> 00:17:57.721
other people.
00:17:58.476 --> 00:17:59.317
And, you know,
00:17:59.336 --> 00:18:01.117
it's really easy to look at numbers and
00:18:01.137 --> 00:18:02.159
say, well, they're not performing.
00:18:02.179 --> 00:18:03.720
They're not doing it and start to get
00:18:03.819 --> 00:18:05.701
angry and blame and all that without just
00:18:05.740 --> 00:18:07.182
saying, you know, hey,
00:18:07.281 --> 00:18:08.522
I noticed things aren't going so well.
00:18:08.563 --> 00:18:09.022
How's it going?
00:18:09.242 --> 00:18:09.423
Yep.
00:18:09.442 --> 00:18:11.085
What can I do to help?
00:18:11.105 --> 00:18:11.184
Yeah.
00:18:11.204 --> 00:18:11.384
All right.
00:18:11.404 --> 00:18:12.045
We have Tristan on the show.
00:18:12.065 --> 00:18:12.726
You've done it before.
00:18:13.165 --> 00:18:13.665
We call it.
00:18:13.685 --> 00:18:14.666
Is there anything else we wanted to hit
00:18:14.707 --> 00:18:14.826
you?
00:18:15.007 --> 00:18:16.367
No, I've got my parting shot.
00:18:16.448 --> 00:18:17.269
Here it is.
00:18:17.368 --> 00:18:17.848
The parting shot.
00:18:17.868 --> 00:18:21.070
This is the parting shot.
00:18:21.171 --> 00:18:23.192
One last mic drop moment.
00:18:23.252 --> 00:18:24.073
No pressure.
00:18:24.493 --> 00:18:26.615
Just your legacy on the line.
00:18:27.744 --> 00:18:28.526
Parting shots.
00:18:28.586 --> 00:18:29.566
Sturdy McKee, what do you got?
00:18:29.705 --> 00:18:29.906
All right.
00:18:29.926 --> 00:18:31.107
So Thomas Edison said,
00:18:31.647 --> 00:18:32.929
the doctor of the future will give no
00:18:32.949 --> 00:18:34.750
medication but will interest his patients
00:18:34.769 --> 00:18:36.411
in the care of the human frame, diet,
00:18:36.672 --> 00:18:37.893
and in the cause and prevention of
00:18:37.913 --> 00:18:38.333
disease.
00:18:38.853 --> 00:18:39.673
And, dude, that's physical therapists.
00:18:39.693 --> 00:18:40.394
Yeah.
00:18:40.413 --> 00:18:40.775
We're here.
00:18:40.835 --> 00:18:41.255
Here we are.
00:18:41.595 --> 00:18:41.875
Right here.
00:18:42.155 --> 00:18:43.096
Fifteen thousand of us.
00:18:43.135 --> 00:18:43.777
Sturdy,
00:18:43.797 --> 00:18:44.758
where do you want people to go if
00:18:44.778 --> 00:18:45.478
they want to look you up?
00:18:45.758 --> 00:18:45.838
Oh,
00:18:45.858 --> 00:18:48.160
you can Sixer HQ or Sturdy Coaching or
00:18:48.220 --> 00:18:48.681
you can, I mean,
00:18:48.881 --> 00:18:50.261
I'm not hard to find on LinkedIn or
00:18:50.281 --> 00:18:50.602
anywhere.
00:18:50.622 --> 00:18:51.122
Sturdy McKee.
00:18:51.262 --> 00:18:51.522
Love it.
00:18:51.643 --> 00:18:51.782
Well,
00:18:51.843 --> 00:18:53.763
I'm not hard to find in a red
00:18:53.784 --> 00:18:54.005
bow tie.
00:18:55.085 --> 00:18:56.526
Thanks for coming on live here at CSM.
00:18:56.906 --> 00:18:57.166
Thank you.