April 8, 2025
Your Practice, Your Power: Marketing Strategy That Actually Works for PTs
In this rapid-fire episode of PT Pintcast, we sit down with Hunter McWhorter—marketing strategist and customer experience pro—to talk all things growth, brand, and patient retention.
Hunter shares why referrals are actually the start of the patient journey, not the eval, and what most clinics get wrong when managing that process. We dive deep into branding, Google presence, outsourcing marketing, and how to finally track ROI in a meaningful way.
He also answers:
- Should PTs do their own marketing?
- What’s the real cost of inaction when it comes to branding?
- How can you turn discharged patients into lifelong advocates?
WEBVTT
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Let me do this.
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Hunter McWhorter, welcome to the podcast.
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Thanks, excited to be here.
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Did I say the last name right?
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I've only read it on LinkedIn.
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You nailed it.
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Congrats, first time.
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Slightly different spelling,
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but one of my roommates
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from college was a McWhorter.
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I was like,
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I think it's spelled like that.
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So Kyle, if you're listening,
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I'm talking to one of your
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family members here.
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There you go, shout out Kyle.
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I mentioned a little bit in your intro,
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But you've taken a
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circuitous route to where you are.
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And those are always the more interesting,
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right?
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Nothing was linear for you.
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How do you explain if
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someone were to talk to you
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at a conference or a dinner party,
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you know what you do and
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then how you got there?
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How would you explain that?
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Yeah.
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Well,
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I always wanted to be a physical
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therapist and God laughed and said, hey,
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man,
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you're not going to like physics or
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chemistry enough.
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And I said, well, OK,
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I can still contribute somehow.
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And that's how I sort of
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landed at PT Solutions.
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So got my start there doing
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their front office
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operations and then got the
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chance to help with some of
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their patient engagement,
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patient retention stuff, realizing, hey,
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no one's really doing this.
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This seems kind of important
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for us to keep the lights on.
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March twenty twenty hit.
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And if you don't have DPT after your name,
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you generally get to get creative.
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And so they use WebPT.
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And so I was familiar with them.
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I said, hey, look, they're hiring.
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Let's see what we can do here.
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And that's when I joined them as an SDR,
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worked as an SDR account
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executive and then a customer success.
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In between,
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I did some physician liaison
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work with physical,
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worked with breakthrough
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physical therapy marketing
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as a customer success rep.
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I had an itch for marketing and said,
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what better place to learn
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than from those guys?
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And then finally got a
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chance to work with rehab CEOs,
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which I felt like was a
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cherry on top of sort of my
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background and how I can
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help contribute to the industry and help.
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And now I'm at a company
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called Arrow Help and super
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excited to be here.
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man you've that's a lot of
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name draw that company name
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drop and you've you've hit
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the you know some of the
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big ones accidentally it's
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just I laugh because I'm
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mistaken all the time as a
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pt and I get job offers and
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everything I'm just like
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nope I just can play one on
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tv really well well we'll
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talk about that you know in
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terms of like big pain
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points and obviously
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finding and retaining staff
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is obviously a pain point
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and if you don't think
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marketing or communicating can help
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some of your big pain points
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in this profession, you're missing out.
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You've said this,
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referrals are the starting
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point for patient care.
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It might not feel like that, but it is.
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So what are the clinics
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getting wrong about how
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they manage and track these
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things that we call referrals?
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Yeah, I think right off the bat,
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they think that the
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patient's experience with
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them starts at the point of evo.
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They don't think it's how
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easy is it to get booked?
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How easy is it to find out
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anything about me on my website?
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Do I have Google reviews?
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Like, what do people say about me?
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They think it's that's not their problem.
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And
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whatever there's plenty of
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referrals out there so I
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think that's the first
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mistake and then when you
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aren't thinking through it
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you don't invest in a
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method to make sure you
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know when you call somebody
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and say hey I'm out of town
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for the next two weeks or
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I'm a snowbird or whatever call me in
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two weeks, three weeks,
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you just forget because you
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don't have an easy way to track that.
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And then you wonder why
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doctors stop sending to you.
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And then it's just all this
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trickle down effect.
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So I definitely think it
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starts both from a patient
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experience side,
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but then just an operation side too.
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That's the referral to start about.
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I heard somebody,
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I think it was Rory Sutherland,
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who's like this,
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is he English or Australian?
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But he's a marketing dude.
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Look him up.
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He's brilliant.
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And he had a question in
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front of a live audience.
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I love this question.
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He said,
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Hilton and Nike are two elite brands.
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But if I said to you that
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Hilton was going to create a sneaker,
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And Nike was going to create a hotel.
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My guess is you could
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picture what that hotel would look like,
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created by Nike,
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but not what the Hilton
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sneaker would look like.
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And that shows you what brand depth is.
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If Nike came out with a cologne,
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we could kind of smell it.
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They might have even done
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that or something like that.
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It's the difference of like,
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when does this experience
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start and how is it
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ingrained a lot earlier than you think,
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right?
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What do you expect when you
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walk to the front counter
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to McDonald's versus what
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happens when you sit down
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and someone puts a steak
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knife in front of you at
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Smith and Walensky's?
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The experience probably
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started way before both of those things.
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And we need to understand
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that in healthcare.
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It's simple for me to say that,
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but it's not easy, is it?
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no it's it's because you've
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got to fight the algorithms
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you've got to go outside
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your comfort zone and do
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what they don't teach you
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at pt school which is how
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do you market how do you
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make it so people want to
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be there they just teach
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you hey if you have a good
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product they will come and
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unfortunately in today's
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market it's so competitive
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and you've got the bigger
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entities fighting to take
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over the smaller ones and
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so it's just it's a vicious
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little cycle and I think
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the big difference is how
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well do you stand out and
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get that authentic
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brand like you said where
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people are seeking you out
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and coming to your doctors
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hear about you and want to
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send people to you yeah
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it's not just who it's not
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just uh who knows you it's
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what do they know about you
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like exactly you could go
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on linkedin and act like a
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raving lunatic and a lot of
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people will know you but
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that's not going to help
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you so what do they know about you
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Let me ask you this question.
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Should PTs be doing their own marketing?
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Is there a tipping point when, hey,
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if you're a solopreneur, yeah, man,
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it's not in the budget.
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So you need to be doing
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something and you should do
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these couple of things.
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At what point do they start
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to need to refer out to
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somebody who maybe is an expert in that?
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Yeah,
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I would say once they put in the work
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to develop their own brand
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and their own identity,
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that's unique to them.
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And that way they can then
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communicate it to that outsourced person.
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So it's not an outsourced
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person trying to help shape
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their practice that they might not
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Be who they are.
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They might be like, well,
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the marketer I'm paying X
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amount of money tells me I
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need to do this.
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And then it's just not authentic.
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And I think it starts with
00:06:09.173 --> 00:06:09.754
if you're willing to put in
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the work and build that foundation,
00:06:11.274 --> 00:06:12.214
figure out who you want to
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be and who the community sees you as.
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Then it just makes it easier
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for the outsourced marketer
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to come in and help put
00:06:19.596 --> 00:06:20.737
that put gasoline on that
00:06:20.776 --> 00:06:22.177
fire instead of trying to build it.
00:06:23.278 --> 00:06:24.238
I'll put you on the spot,
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but not in a super scary way.
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If you're talking to a
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clinician who's saying, well,
00:06:28.944 --> 00:06:29.704
they're using the word
00:06:29.745 --> 00:06:31.906
expense when it comes to marketing.
00:06:33.213 --> 00:06:34.735
good objection work would be
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to change it from expense
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to an investment, right?
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Because if marketing isn't
00:06:39.117 --> 00:06:40.517
bringing you more than you're spending,
00:06:40.997 --> 00:06:42.819
it is an expense, right?
00:06:42.879 --> 00:06:43.738
So how does that
00:06:43.778 --> 00:06:44.860
conversation typically go
00:06:44.879 --> 00:06:46.141
where someone finally lands
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in front of you?
00:06:47.560 --> 00:06:48.661
They're still on the end of
00:06:48.721 --> 00:06:49.201
a diving board.
00:06:49.221 --> 00:06:50.802
They haven't jumped to go
00:06:51.242 --> 00:06:52.303
jump in the deep end and go
00:06:52.343 --> 00:06:53.103
all in on marketing.
00:06:53.584 --> 00:06:54.305
What are some of the things
00:06:54.324 --> 00:06:55.865
that you use to explain to
00:06:55.886 --> 00:06:56.985
them of why it is an
00:06:57.005 --> 00:06:58.187
investment and not an expense?
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Yeah, because generally with marketing,
00:07:00.752 --> 00:07:03.052
you can get that money back
00:07:03.093 --> 00:07:03.713
in a lot of ways.
00:07:03.733 --> 00:07:05.194
You can tangibly see if you
00:07:05.254 --> 00:07:06.694
invest this much,
00:07:06.814 --> 00:07:09.175
this is how the difference is.
00:07:09.254 --> 00:07:10.076
And then I always love
00:07:10.115 --> 00:07:12.295
pulling up the Google and
00:07:12.315 --> 00:07:13.956
just typing physical therapy near me.
00:07:14.416 --> 00:07:15.838
And if they're not popping up.
00:07:17.168 --> 00:07:18.588
then no one's finding them.
00:07:18.668 --> 00:07:19.769
And that's the easiest way
00:07:19.788 --> 00:07:22.288
to track that investment and see it as,
00:07:22.809 --> 00:07:23.468
holy moly,
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this will only help me and not
00:07:25.550 --> 00:07:27.730
necessarily like an expense of, oh,
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this money is just going out.
00:07:29.190 --> 00:07:30.411
But I think the industry has
00:07:30.430 --> 00:07:32.192
been burned by too many
00:07:32.331 --> 00:07:34.632
marketers that just show up,
00:07:35.192 --> 00:07:36.872
put them in a routine and say, oh,
00:07:36.913 --> 00:07:37.752
this works for,
00:07:38.740 --> 00:07:40.461
a doctor this works for
00:07:40.721 --> 00:07:42.182
someone else in the medical
00:07:42.202 --> 00:07:43.124
field there's no difference
00:07:43.303 --> 00:07:44.584
and then there's a little
00:07:44.605 --> 00:07:46.547
bit of hurt in the industry
00:07:46.607 --> 00:07:48.228
I think where they can kind
00:07:48.247 --> 00:07:49.528
of be a little like uh this
00:07:49.548 --> 00:07:50.350
hasn't worked in the past
00:07:50.389 --> 00:07:52.091
yeah yeah yeah if you've
00:07:52.112 --> 00:07:53.432
been burned and people talk
00:07:53.512 --> 00:07:54.853
right especially this
00:07:54.874 --> 00:07:56.115
profession is big but also
00:07:56.175 --> 00:07:57.615
pretty small so if you've been burned
00:07:58.297 --> 00:08:00.499
People will tell you what
00:08:00.559 --> 00:08:01.899
are some of the low what
00:08:01.920 --> 00:08:02.680
are some of the things that
00:08:02.721 --> 00:08:03.341
you'd suggest?
00:08:03.360 --> 00:08:04.802
I don't want to call it low hanging fruit,
00:08:04.822 --> 00:08:05.862
but what are some of the
00:08:05.923 --> 00:08:07.324
starting points that people
00:08:07.345 --> 00:08:08.464
can dip their toe before
00:08:08.485 --> 00:08:10.666
they jump in the deep end with marketing?
00:08:10.687 --> 00:08:12.348
You mentioned Googling
00:08:12.389 --> 00:08:13.709
physical therapy near me or
00:08:13.730 --> 00:08:14.511
physical therapy in your
00:08:14.571 --> 00:08:16.432
town name and making sure that number one,
00:08:16.451 --> 00:08:17.192
that you exist there.
00:08:17.572 --> 00:08:18.353
What are some of the things
00:08:18.374 --> 00:08:19.935
that people would after
00:08:19.954 --> 00:08:20.995
they hear you say it would be like, yeah,
00:08:21.016 --> 00:08:22.156
of course I should do that.
00:08:22.177 --> 00:08:23.117
But maybe you haven't done yet.
00:08:23.677 --> 00:08:23.898
Yeah,
00:08:24.538 --> 00:08:25.680
it's all going to be in the world of
00:08:25.720 --> 00:08:26.000
Google.
00:08:26.160 --> 00:08:27.761
So first thing is make sure
00:08:27.781 --> 00:08:28.721
Google actually has a
00:08:28.762 --> 00:08:30.502
picture of your practice.
00:08:31.043 --> 00:08:32.945
I was helping with BD solution.
00:08:34.025 --> 00:08:36.207
Role was our pictures
00:08:36.847 --> 00:08:37.808
actually our practice.
00:08:38.149 --> 00:08:38.850
I can't tell you how many
00:08:38.889 --> 00:08:40.951
times Google found a back
00:08:41.032 --> 00:08:44.053
alleyway to post next to a dumpster.
00:08:44.153 --> 00:08:45.375
And so when people Google you,
00:08:45.554 --> 00:08:46.596
all they see is a back
00:08:46.696 --> 00:08:47.876
alleyway and a dumpster like that's
00:08:48.216 --> 00:08:48.937
not legit.
00:08:49.177 --> 00:08:50.038
It's not what you want.
00:08:50.398 --> 00:08:50.658
Right.
00:08:50.798 --> 00:08:51.278
And then too,
00:08:51.317 --> 00:08:52.859
what are your patients posting?
00:08:53.158 --> 00:08:54.919
You might not have a Google presence.
00:08:55.559 --> 00:08:56.480
You may have put one up,
00:08:56.520 --> 00:08:57.400
but haven't monitored it.
00:08:57.480 --> 00:08:58.201
And your patients are
00:08:58.241 --> 00:09:00.142
posting pictures saying how
00:09:00.162 --> 00:09:00.802
much they love you,
00:09:01.143 --> 00:09:02.864
but some of them might not be on brand.
00:09:02.943 --> 00:09:05.504
I remember we had one guy, he was awesome.
00:09:05.705 --> 00:09:05.764
Uh,
00:09:06.131 --> 00:09:06.912
He looked awesome.
00:09:06.971 --> 00:09:07.653
He seemed really nice.
00:09:07.673 --> 00:09:08.572
The clinic spoke highly of him.
00:09:08.653 --> 00:09:09.052
However,
00:09:09.594 --> 00:09:11.293
he was sort of flashing gang signs
00:09:11.394 --> 00:09:13.315
and had teardrops in his
00:09:13.375 --> 00:09:14.495
picture saying how awesome
00:09:14.515 --> 00:09:15.176
the clinic was.
00:09:15.275 --> 00:09:16.275
And it's like, oh,
00:09:16.355 --> 00:09:17.277
this is the only picture
00:09:17.677 --> 00:09:19.577
that people see when they Google you.
00:09:20.597 --> 00:09:21.479
Are you aware of this?
00:09:21.519 --> 00:09:23.038
How are you combating this
00:09:23.239 --> 00:09:24.639
and helping make sure?
00:09:26.095 --> 00:09:27.535
everything's nice into how
00:09:27.576 --> 00:09:29.076
you want to be represented.
00:09:29.518 --> 00:09:30.619
Yeah.
00:09:30.658 --> 00:09:30.839
Yeah.
00:09:30.879 --> 00:09:31.720
And some of that might be hard.
00:09:31.740 --> 00:09:32.320
You can't really,
00:09:32.340 --> 00:09:33.260
you can't really control a
00:09:33.301 --> 00:09:34.381
hundred percent what other people say,
00:09:34.422 --> 00:09:35.822
but at least being aware of it.
00:09:35.903 --> 00:09:36.903
I mean, you know,
00:09:36.943 --> 00:09:38.524
my cohost on PT breakfast club,
00:09:38.565 --> 00:09:40.846
Tony Meritato says, open up a,
00:09:41.567 --> 00:09:43.708
a Google Chrome incognito
00:09:43.749 --> 00:09:45.509
window and Google yourself
00:09:45.750 --> 00:09:47.412
once a month at minimum and
00:09:47.532 --> 00:09:48.673
and see what comes up and
00:09:48.692 --> 00:09:49.594
then ask yourself,
00:09:49.653 --> 00:09:51.155
is this the best I have to offer?
00:09:51.235 --> 00:09:52.397
Or am I holding some things
00:09:52.456 --> 00:09:53.879
back that I haven't put out there?
00:09:53.918 --> 00:09:55.921
Because people are doing that.
00:09:55.941 --> 00:09:57.081
That's the first thing we do, right?
00:09:57.101 --> 00:09:58.222
We go to someone's socials
00:09:58.243 --> 00:09:59.784
or we Google them and see
00:10:00.245 --> 00:10:01.105
what do they stand for?
00:10:01.145 --> 00:10:02.147
Who are they?
00:10:02.167 --> 00:10:02.347
Yep.
00:10:02.807 --> 00:10:02.967
No,
00:10:03.048 --> 00:10:04.908
the incognito mode in Google is awesome
00:10:05.229 --> 00:10:05.989
for doing any sort of
00:10:06.028 --> 00:10:06.828
research on yourself or on
00:10:06.849 --> 00:10:08.168
your clinic to see where do
00:10:08.188 --> 00:10:09.350
you pop up and how does that work?
00:10:09.370 --> 00:10:10.350
And two, Google reviews.
00:10:10.909 --> 00:10:11.750
Last time I heard,
00:10:11.769 --> 00:10:12.791
and the algorithm's always changing,
00:10:13.211 --> 00:10:15.171
thirty is the magic number.
00:10:16.051 --> 00:10:16.230
Yeah,
00:10:16.331 --> 00:10:17.451
it's not that hard to get thirty
00:10:17.491 --> 00:10:18.412
reviews for the algorithm
00:10:18.451 --> 00:10:19.711
to start recognizing your
00:10:19.751 --> 00:10:21.692
legit business and start
00:10:21.753 --> 00:10:22.692
helping promote you.
00:10:23.432 --> 00:10:24.734
It might be higher, it might be lower,
00:10:24.774 --> 00:10:26.274
but I'm pretty sure that still,
00:10:26.474 --> 00:10:27.673
like if you can aim for thirty,
00:10:27.774 --> 00:10:29.014
then the algorithm's like, hey,
00:10:29.075 --> 00:10:29.934
let's help.
00:10:31.215 --> 00:10:32.875
It sounds like a pretty tall order.
00:10:32.895 --> 00:10:33.655
Let's say you're sitting at
00:10:33.716 --> 00:10:36.076
zero or somehow one or two stumbled in.
00:10:36.116 --> 00:10:38.917
But if you wanted to put it in perspective,
00:10:38.996 --> 00:10:40.278
and perspective is powerful.
00:10:41.077 --> 00:10:42.839
If you asked two people a
00:10:42.899 --> 00:10:44.739
day and one person a day
00:10:44.778 --> 00:10:46.299
actually followed through for a month,
00:10:47.039 --> 00:10:48.220
you'd get to thirty faster
00:10:48.620 --> 00:10:49.240
than you'd think.
00:10:49.921 --> 00:10:50.421
Exactly.
00:10:50.561 --> 00:10:53.162
And if you do struggle with that,
00:10:53.182 --> 00:10:54.422
it's a great time for self-reflection.
00:10:54.782 --> 00:10:55.741
Why do you not feel
00:10:55.761 --> 00:10:56.623
comfortable asking your
00:10:56.722 --> 00:10:58.082
patients to give you a review like,
00:10:58.644 --> 00:11:00.668
is your brand as great as
00:11:00.708 --> 00:11:01.672
you think it is if you
00:11:01.711 --> 00:11:03.515
can't quickly think of
00:11:03.556 --> 00:11:05.240
maybe one or two patients to say, hey,
00:11:05.279 --> 00:11:06.703
can you just give me a review real quick?
00:11:07.371 --> 00:11:08.932
Yeah, yeah, yeah, yeah.
00:11:09.352 --> 00:11:10.592
Or make it, make it easy.
00:11:10.673 --> 00:11:12.413
I've seen people do the real simple thing,
00:11:12.433 --> 00:11:14.153
which is a QR code at the front desk,
00:11:14.214 --> 00:11:14.433
right?
00:11:14.474 --> 00:11:17.254
The almost the passive ask, right?
00:11:17.294 --> 00:11:19.255
Somehow or in an email, right?
00:11:19.275 --> 00:11:19.956
Could you, could you,
00:11:20.015 --> 00:11:20.755
could you email them and
00:11:20.775 --> 00:11:21.916
set up an email sequence of
00:11:22.636 --> 00:11:24.517
a day or a week after a
00:11:24.576 --> 00:11:26.857
treatment session to kindly ask if you,
00:11:27.298 --> 00:11:28.719
if you had a great experience,
00:11:28.739 --> 00:11:30.178
we'd love an honest review,
00:11:30.278 --> 00:11:32.120
like great and honest or two good words.
00:11:32.500 --> 00:11:32.899
Yeah.
00:11:33.000 --> 00:11:35.081
And that's, what's fun is with technology.
00:11:35.561 --> 00:11:36.500
Everyone's used to that.
00:11:36.860 --> 00:11:37.701
On a scale of one to ten,
00:11:37.721 --> 00:11:38.322
how likely are you to
00:11:38.341 --> 00:11:39.822
recommend us to your friends or family?
00:11:40.283 --> 00:11:42.624
The minute they give you nine or ten,
00:11:43.063 --> 00:11:44.085
you can have it trigger.
00:11:44.345 --> 00:11:46.846
So that way they get the invite to say,
00:11:47.186 --> 00:11:47.265
hey,
00:11:47.645 --> 00:11:49.586
leave a review and you automatically
00:11:49.606 --> 00:11:50.447
know who's good and who's
00:11:50.488 --> 00:11:51.808
bad and you don't have that fear.
00:11:51.828 --> 00:11:52.448
And I think that's what a
00:11:52.469 --> 00:11:53.528
lot of PTs fear is.
00:11:53.929 --> 00:11:54.909
Well, if I ask anyone,
00:11:54.950 --> 00:11:56.850
how do I know if they're
00:11:56.870 --> 00:11:58.631
going to give me a good review?
00:11:59.104 --> 00:11:59.825
Well,
00:11:59.845 --> 00:12:01.365
there's tech out there that can help.
00:12:01.905 --> 00:12:03.086
So we sort of touched on
00:12:03.106 --> 00:12:04.168
like even asking for a
00:12:04.467 --> 00:12:06.009
review might feel salesy or
00:12:06.068 --> 00:12:07.110
pushy or spammy.
00:12:07.210 --> 00:12:09.471
But if you do it in a spammy way,
00:12:09.510 --> 00:12:10.312
it will feel spammy.
00:12:10.331 --> 00:12:11.493
If you do it in a non-spammy way,
00:12:11.513 --> 00:12:12.734
it's going to feel not spammy.
00:12:13.254 --> 00:12:14.815
So let's go with patient retention.
00:12:15.195 --> 00:12:16.755
It's a big hot topic right now.
00:12:16.796 --> 00:12:18.017
It's going to cost you less
00:12:18.076 --> 00:12:19.758
in terms of time, effort,
00:12:19.798 --> 00:12:21.379
and money to retain a
00:12:21.419 --> 00:12:22.559
patient than it will be to
00:12:22.620 --> 00:12:23.860
find a new one.
00:12:23.900 --> 00:12:25.501
So since that's a hot topic right now,
00:12:26.442 --> 00:12:27.683
What does retention look
00:12:27.724 --> 00:12:30.144
like after a discharge?
00:12:30.164 --> 00:12:30.945
Some people might even say
00:12:30.965 --> 00:12:32.265
you never discharge a patient.
00:12:32.306 --> 00:12:34.147
You just might stop this plan of care.
00:12:34.187 --> 00:12:35.528
But what does retention look
00:12:35.548 --> 00:12:36.427
like after someone is
00:12:36.488 --> 00:12:37.528
leaving a plan of care?
00:12:37.548 --> 00:12:38.948
And how can PTs stay
00:12:38.989 --> 00:12:42.171
connected without being spammy or salesy?
00:12:42.791 --> 00:12:44.272
yeah I think the world of
00:12:44.292 --> 00:12:45.952
social media is the first
00:12:46.033 --> 00:12:47.293
and easiest step it's
00:12:47.634 --> 00:12:49.495
creating an instagram and
00:12:49.514 --> 00:12:51.797
just posting something
00:12:52.017 --> 00:12:53.378
quarterly even like just
00:12:53.398 --> 00:12:54.318
something to keep you top
00:12:54.359 --> 00:12:55.578
of mind I know a lot of
00:12:55.720 --> 00:12:56.659
people will send out
00:12:57.441 --> 00:13:00.462
birthday cards they get it
00:13:00.942 --> 00:13:02.043
and it just stays top of
00:13:02.104 --> 00:13:03.384
mind and then too just
00:13:04.365 --> 00:13:05.326
finding ways to stay in
00:13:05.346 --> 00:13:06.046
touch is it hosting
00:13:06.086 --> 00:13:07.246
workshops where you're
00:13:07.267 --> 00:13:08.467
staying engaged with people
00:13:08.508 --> 00:13:10.950
and just finding impactful ways that
00:13:11.798 --> 00:13:13.100
remind them who you are and
00:13:13.139 --> 00:13:14.041
create opportunities for
00:13:14.061 --> 00:13:15.461
them to stay in your
00:13:15.581 --> 00:13:16.943
ecosphere instead of going
00:13:16.964 --> 00:13:18.565
to google or go somewhere
00:13:18.666 --> 00:13:20.466
else to fix an issue that
00:13:20.528 --> 00:13:22.889
pt probably can fix without
00:13:23.370 --> 00:13:24.192
injection surgery
00:13:24.251 --> 00:13:25.893
everything else yeah you
00:13:25.913 --> 00:13:27.634
did mention the uh the world of google
00:13:28.976 --> 00:13:30.498
When it comes to technology,
00:13:30.658 --> 00:13:32.580
especially like we get into the specifics,
00:13:32.659 --> 00:13:34.381
software, tools, vendors,
00:13:35.062 --> 00:13:36.124
it can be a little confusing.
00:13:36.144 --> 00:13:37.024
There's a lot out there.
00:13:37.524 --> 00:13:39.927
How can PTs separate signal from noise?
00:13:39.967 --> 00:13:40.969
How can they sift through that?
00:13:41.570 --> 00:13:42.711
What should we actually
00:13:42.770 --> 00:13:44.231
expect from technology?
00:13:44.251 --> 00:13:44.972
What are some things that
00:13:44.993 --> 00:13:46.894
you suggest people actually embrace?
00:13:46.934 --> 00:13:50.719
Is there anything that comes to mind?
00:13:50.759 --> 00:13:51.500
I think that.
00:13:52.782 --> 00:13:53.883
When it comes to that, it just depends.
00:13:53.903 --> 00:13:55.283
There's so much out there for people,
00:13:55.302 --> 00:13:55.823
like you said.
00:13:56.203 --> 00:13:57.225
I think the first step is
00:13:57.264 --> 00:13:58.504
look at your EMR company
00:13:58.684 --> 00:14:01.667
and see what is in their ecosphere.
00:14:02.147 --> 00:14:03.227
Because I think one thing
00:14:03.248 --> 00:14:04.489
that gets really easy to do
00:14:04.548 --> 00:14:06.029
is try and piecemeal your
00:14:06.230 --> 00:14:09.192
own workflows throughout it and be like,
00:14:09.251 --> 00:14:09.611
okay, well,
00:14:09.631 --> 00:14:10.751
I'll use this system for marketing.
00:14:10.812 --> 00:14:11.832
I'll use this for emails.
00:14:11.873 --> 00:14:13.533
I'll use this for documentation.
00:14:14.053 --> 00:14:15.335
And sometimes there's ones
00:14:15.355 --> 00:14:16.975
that your EMR company might say, yeah,
00:14:17.015 --> 00:14:18.116
we integrate with...
00:14:19.010 --> 00:14:20.192
x y and z like I recently
00:14:20.211 --> 00:14:20.812
was talking to somebody and
00:14:20.831 --> 00:14:21.712
I had no idea prompt
00:14:21.893 --> 00:14:22.833
apparently integrates with
00:14:22.874 --> 00:14:24.554
the crm now and so it's
00:14:24.735 --> 00:14:26.777
easy to say you want that I
00:14:26.856 --> 00:14:27.576
never would have known that
00:14:27.677 --> 00:14:28.717
I don't imagine anyone else
00:14:28.738 --> 00:14:30.558
would have had I not asked
00:14:30.678 --> 00:14:32.080
and then there you go so I
00:14:32.100 --> 00:14:33.061
think there's a lot out
00:14:33.081 --> 00:14:33.981
there where instead of
00:14:34.001 --> 00:14:35.221
trying to piecemeal it see
00:14:35.241 --> 00:14:36.943
what's in your ecosphere
00:14:37.484 --> 00:14:38.345
and go from there
00:14:39.105 --> 00:14:40.345
If it's not easy,
00:14:40.485 --> 00:14:42.706
if simplicity is not one of
00:14:42.745 --> 00:14:44.486
the first two things being offered,
00:14:44.606 --> 00:14:45.547
I usually tell people to
00:14:45.567 --> 00:14:47.207
keep looking because it's
00:14:47.248 --> 00:14:48.148
twenty twenty five.
00:14:48.528 --> 00:14:49.908
This should not be complicated.
00:14:50.028 --> 00:14:50.448
They should.
00:14:50.688 --> 00:14:52.229
There's things called APIs.
00:14:52.568 --> 00:14:53.909
They should be connecting to each other.
00:14:53.970 --> 00:14:54.669
And if they're not.
00:14:55.686 --> 00:14:57.307
You typically can find
00:14:57.326 --> 00:14:58.506
something else to do the same thing,
00:14:58.767 --> 00:15:00.187
and your time is your most
00:15:00.226 --> 00:15:02.048
valuable finite resource.
00:15:02.087 --> 00:15:03.989
Yes, and I think, too, in that same world,
00:15:04.469 --> 00:15:04.989
ROI.
00:15:05.688 --> 00:15:07.210
If it doesn't make sense how
00:15:07.250 --> 00:15:09.470
they prove this is helping your practice,
00:15:10.370 --> 00:15:13.292
then it's not worth the risk of saying,
00:15:13.331 --> 00:15:14.052
let's go for it.
00:15:14.511 --> 00:15:15.373
Let's invest in this,
00:15:15.712 --> 00:15:17.133
though they can't tell me
00:15:17.854 --> 00:15:19.595
what an ROI is I can expect
00:15:19.674 --> 00:15:21.336
or how I can track it for myself.
00:15:21.535 --> 00:15:23.196
They might not say, hey,
00:15:23.256 --> 00:15:25.278
this CRM can give you a clear ROI.
00:15:25.778 --> 00:15:26.717
But if you don't know your
00:15:26.738 --> 00:15:27.698
referral conversion rate,
00:15:28.438 --> 00:15:29.879
then there's your ROI right there.
00:15:29.899 --> 00:15:31.120
You're getting data to help
00:15:31.200 --> 00:15:33.261
inform everything else you're doing.
00:15:34.042 --> 00:15:34.861
I think that's one of the
00:15:34.881 --> 00:15:35.682
big things that a lot of
00:15:35.702 --> 00:15:36.822
people don't think through
00:15:36.883 --> 00:15:37.443
or they hear this
00:15:37.484 --> 00:15:38.384
convoluted thing and they
00:15:38.403 --> 00:15:39.804
get confused and they just say, oh.
00:15:40.373 --> 00:15:40.793
okay,
00:15:40.812 --> 00:15:42.674
you said there's an ROI instead of
00:15:42.794 --> 00:15:43.676
actually trying to force
00:15:43.696 --> 00:15:44.756
them to explain it and see
00:15:44.777 --> 00:15:45.756
are they full of crap or not.
00:15:46.138 --> 00:15:48.539
Yeah.
00:15:48.559 --> 00:15:48.799
Hunter,
00:15:48.820 --> 00:15:49.841
you got a great quote and I love me
00:15:49.860 --> 00:15:52.423
some quotes, big quotable, movie quotes,
00:15:52.503 --> 00:15:53.823
inspiration quotes, history quotes.
00:15:53.864 --> 00:15:54.124
I love them.
00:15:54.163 --> 00:15:54.924
You got a great quote.
00:15:55.424 --> 00:15:57.506
You're in control of your practice,
00:15:57.606 --> 00:15:58.488
not your vendors.
00:15:58.908 --> 00:16:00.229
Help me understand and help
00:16:00.269 --> 00:16:01.210
us understand that quote,
00:16:01.649 --> 00:16:03.030
how PTs can take back that
00:16:03.071 --> 00:16:05.052
power when making business decisions.
00:16:05.782 --> 00:16:07.643
yeah I think the first thing
00:16:07.702 --> 00:16:09.263
is asking questions and
00:16:09.342 --> 00:16:10.903
knowing having that data
00:16:11.083 --> 00:16:11.904
for yourself of your
00:16:11.924 --> 00:16:13.605
practice what are your key
00:16:13.644 --> 00:16:15.985
metrics that matter to you
00:16:16.086 --> 00:16:18.206
and feed your family and
00:16:18.326 --> 00:16:19.668
once you understand that
00:16:19.788 --> 00:16:20.827
then you start going to
00:16:20.868 --> 00:16:21.969
these vendors and saying
00:16:22.048 --> 00:16:24.970
hey I don't agree with this
00:16:25.029 --> 00:16:27.091
price increase I haven't I've seen
00:16:28.811 --> 00:16:29.971
more unstable system,
00:16:30.371 --> 00:16:31.533
downtimes have increased.
00:16:31.633 --> 00:16:32.714
I'm not able to do all these
00:16:32.734 --> 00:16:34.174
things and you're increasing my price.
00:16:36.576 --> 00:16:37.937
I know what I'm worth and I
00:16:37.976 --> 00:16:38.956
don't need to continue this
00:16:38.976 --> 00:16:40.278
relationship just because I
00:16:40.317 --> 00:16:42.298
have to for my practice's sake.
00:16:42.580 --> 00:16:43.600
I need to be willing to take
00:16:43.639 --> 00:16:44.941
a risk potentially or try
00:16:45.000 --> 00:16:48.202
something new to improve
00:16:48.243 --> 00:16:50.543
the life of my practice, of my clinicians,
00:16:50.683 --> 00:16:52.785
of my patients by leaving
00:16:52.826 --> 00:16:53.846
this vendor instead of just
00:16:53.865 --> 00:16:56.807
be stuck in like an abusive relationship.
00:16:58.988 --> 00:17:00.009
That's a good way to look at it,
00:17:00.208 --> 00:17:01.408
asking those questions and
00:17:01.769 --> 00:17:03.129
constantly doing sort of an
00:17:03.269 --> 00:17:05.832
audit of what is this – if
00:17:05.892 --> 00:17:06.833
businesses try to sell you
00:17:06.893 --> 00:17:07.873
on a relationship,
00:17:07.913 --> 00:17:08.854
like you're not just a client,
00:17:08.874 --> 00:17:10.755
we're having a partnership,
00:17:11.075 --> 00:17:11.575
we're a partner,
00:17:11.835 --> 00:17:13.236
constantly doing that audit and saying,
00:17:13.256 --> 00:17:14.616
what am I getting out of this?
00:17:14.656 --> 00:17:15.176
And it doesn't need to
00:17:15.217 --> 00:17:17.439
necessarily always be financial.
00:17:17.519 --> 00:17:19.259
It could be we're expanding,
00:17:19.279 --> 00:17:20.079
we're giving you more
00:17:20.119 --> 00:17:21.020
without charging you more,
00:17:21.441 --> 00:17:22.561
or we're charging you more,
00:17:22.942 --> 00:17:24.883
but we're going to give you ten X that.
00:17:25.002 --> 00:17:26.104
We're going to let's focus
00:17:26.124 --> 00:17:27.483
on the value side of the equation,
00:17:27.805 --> 00:17:29.444
because if you show up with ten X value,
00:17:29.806 --> 00:17:32.067
people would easily pay ten percent more.
00:17:32.207 --> 00:17:32.886
But you've got to do that
00:17:32.926 --> 00:17:33.688
value side for you.
00:17:33.708 --> 00:17:34.508
You got to you got to paint
00:17:34.528 --> 00:17:35.828
that picture so people understand it.
00:17:36.229 --> 00:17:36.689
Yep.
00:17:36.808 --> 00:17:38.390
And if your goal is to scale,
00:17:38.690 --> 00:17:40.010
can this allow you to even
00:17:40.070 --> 00:17:41.692
scale or is are they going to be like,
00:17:41.731 --> 00:17:43.833
hey, if you get beyond five clinics?
00:17:45.063 --> 00:17:46.344
We are going to need something new.
00:17:46.503 --> 00:17:47.663
If it's a billing system,
00:17:47.723 --> 00:17:48.585
like start thinking,
00:17:48.984 --> 00:17:50.105
where is your future state?
00:17:50.404 --> 00:17:52.086
You want to be a multi-locational clinic?
00:17:52.486 --> 00:17:53.567
Why not try and find a
00:17:53.606 --> 00:17:54.988
solution that can handle
00:17:55.008 --> 00:17:56.048
that instead of settling
00:17:56.087 --> 00:17:57.088
for something that's like, well,
00:17:58.388 --> 00:17:59.450
they specialize in me doing
00:17:59.470 --> 00:18:00.230
the billing for now.
00:18:00.369 --> 00:18:01.410
I don't know how to do the billing,
00:18:01.450 --> 00:18:02.290
but here we go.
00:18:02.990 --> 00:18:04.532
And in a few months time,
00:18:04.593 --> 00:18:05.773
I'll be able to get a different one.
00:18:05.913 --> 00:18:06.594
And then you're just
00:18:06.634 --> 00:18:07.734
constantly in a state of change.
00:18:08.035 --> 00:18:09.175
Yep.
00:18:09.215 --> 00:18:09.557
Now, Hunter,
00:18:09.576 --> 00:18:11.557
you've got the energy and the
00:18:11.617 --> 00:18:13.599
passion who could talk
00:18:13.640 --> 00:18:15.121
strategy around this all day,
00:18:15.161 --> 00:18:16.382
but you're also something a
00:18:16.402 --> 00:18:17.143
little bit different.
00:18:17.163 --> 00:18:18.503
You're an ordained minister.
00:18:19.344 --> 00:18:19.744
Yes.
00:18:19.944 --> 00:18:20.125
Yeah.
00:18:20.865 --> 00:18:22.787
How does that show up in your work at all?
00:18:22.826 --> 00:18:23.508
How does that it's got to
00:18:23.548 --> 00:18:24.628
come into play because it's in you.
00:18:25.338 --> 00:18:25.578
Right.
00:18:26.079 --> 00:18:27.539
If you ever need pet blessings,
00:18:27.601 --> 00:18:29.281
pet funerals, anything like that,
00:18:29.362 --> 00:18:31.482
that's really where it shines.
00:18:31.883 --> 00:18:32.743
It was a fun,
00:18:33.304 --> 00:18:35.986
boring high school challenge of like,
00:18:36.066 --> 00:18:36.645
I bet you won't get
00:18:36.665 --> 00:18:37.287
ordained when you turn
00:18:40.669 --> 00:18:41.809
Kept it up ever since.
00:18:41.849 --> 00:18:43.391
I think, I mean, like with Bryan Cranston,
00:18:43.411 --> 00:18:45.172
like all these big celebrities.
00:18:45.311 --> 00:18:45.632
Also,
00:18:45.751 --> 00:18:47.252
we all got ordained from the same group.
00:18:47.292 --> 00:18:48.633
So, you know, it's an elite crew.
00:18:48.933 --> 00:18:49.534
That's great.
00:18:49.814 --> 00:18:49.993
All right.
00:18:50.013 --> 00:18:51.535
We're going to do speed, speed round.
00:18:51.575 --> 00:18:52.315
Three questions.
00:18:52.375 --> 00:18:53.096
Rapid fire.
00:18:53.115 --> 00:18:53.635
You ready, Hunter?
00:18:53.955 --> 00:18:54.616
Let's do it.
00:18:54.656 --> 00:18:54.876
All right.
00:18:54.916 --> 00:18:56.538
Give me a simple system or
00:18:56.678 --> 00:18:59.159
habit that any practice can
00:18:59.199 --> 00:19:01.339
put in place tomorrow to
00:19:01.420 --> 00:19:03.622
better track referrals or reactivations.
00:19:03.682 --> 00:19:04.781
Is there something simple?
00:19:05.102 --> 00:19:06.143
Doesn't need to be expensive,
00:19:06.603 --> 00:19:07.624
but what would you suggest?
00:19:08.564 --> 00:19:10.546
a spreadsheet track when you
00:19:10.586 --> 00:19:12.086
get a lead added in there
00:19:12.367 --> 00:19:13.808
and then see how many leads
00:19:13.828 --> 00:19:15.351
came in and how many got scheduled.
00:19:16.050 --> 00:19:17.291
And I think that's huge just
00:19:17.333 --> 00:19:18.133
to help with that.
00:19:18.153 --> 00:19:19.074
And then you also have a
00:19:19.134 --> 00:19:21.215
list that if they didn't
00:19:21.596 --> 00:19:22.837
come in for whatever reason,
00:19:23.218 --> 00:19:25.160
because maybe they're too costly,
00:19:25.220 --> 00:19:26.221
whatever that might be,
00:19:26.280 --> 00:19:27.702
you can then pull from that
00:19:27.762 --> 00:19:29.663
well later on down the line.
00:19:30.605 --> 00:19:31.405
If it doesn't get measured,
00:19:31.425 --> 00:19:32.365
it's not going to get improved.
00:19:32.405 --> 00:19:33.346
We know that.
00:19:33.386 --> 00:19:34.867
Can you share a case where a
00:19:35.028 --> 00:19:36.288
PT practice you've worked
00:19:36.327 --> 00:19:37.949
with made a small change
00:19:38.229 --> 00:19:40.691
but saw big results in one
00:19:40.711 --> 00:19:41.790
of their big pain points?
00:19:42.271 --> 00:19:43.451
Yeah.
00:19:43.491 --> 00:19:44.192
Secret calling.
00:19:44.633 --> 00:19:45.713
Having someone call your
00:19:45.894 --> 00:19:48.355
practice to hear what your
00:19:48.434 --> 00:19:49.175
people are saying.
00:19:49.976 --> 00:19:51.596
I was told I was calling somebody.
00:19:51.616 --> 00:19:52.037
I said, hey,
00:19:52.076 --> 00:19:54.439
my grandfather just had hip replacement.
00:19:54.479 --> 00:19:55.058
Can you treat him?
00:19:55.659 --> 00:19:56.380
And the answer was no.
00:19:57.038 --> 00:19:59.102
It's like what you accept Medicare.
00:19:59.123 --> 00:20:00.243
There's no reason not to.
00:20:00.305 --> 00:20:01.046
So just again,
00:20:01.066 --> 00:20:02.228
finding these little things
00:20:02.268 --> 00:20:03.789
that create pain points for
00:20:03.829 --> 00:20:05.113
you as a practice and for
00:20:05.133 --> 00:20:06.855
your patients that doesn't
00:20:06.875 --> 00:20:09.339
take much work to call or have a
00:20:10.338 --> 00:20:11.779
friend call and go through
00:20:11.799 --> 00:20:12.921
the process and just see
00:20:12.980 --> 00:20:14.121
what's it like for them.
00:20:14.521 --> 00:20:14.721
Yeah.
00:20:14.781 --> 00:20:15.821
Where's the leak, man?
00:20:15.862 --> 00:20:16.803
Plumbers will tell you that
00:20:16.883 --> 00:20:18.564
is when you're trying to find a leak,
00:20:18.584 --> 00:20:19.565
you don't turn the water off.
00:20:19.585 --> 00:20:20.704
You turn the water up and
00:20:20.724 --> 00:20:21.766
you try to go through that
00:20:21.786 --> 00:20:23.166
and see where the, uh, the bleed is.
00:20:23.186 --> 00:20:24.788
Uh, what's a book,
00:20:25.008 --> 00:20:26.848
a movie or a podcast that
00:20:26.868 --> 00:20:28.329
you'd recommend for someone?
00:20:28.769 --> 00:20:29.371
It doesn't have to be
00:20:29.431 --> 00:20:30.570
physical therapy related,
00:20:30.611 --> 00:20:31.432
but it's something that
00:20:31.592 --> 00:20:32.932
inspired or educated you
00:20:32.952 --> 00:20:35.994
that you've consumed in the last year.
00:20:36.115 --> 00:20:36.355
Ooh, yeah.
00:20:38.354 --> 00:20:40.455
I would say Extreme
00:20:40.496 --> 00:20:41.876
Ownership by Jocko Willink.
00:20:42.137 --> 00:20:43.719
That is one of my all-time
00:20:43.759 --> 00:20:44.960
favorite books that I try
00:20:44.980 --> 00:20:46.000
and read annually.
00:20:46.461 --> 00:20:47.583
And it just kind of helps
00:20:47.682 --> 00:20:50.545
reframe whatever I'm trying to do.
00:20:50.625 --> 00:20:52.787
If it's a new role, a new challenge,
00:20:52.807 --> 00:20:54.249
or just a refresher on, hey,
00:20:54.628 --> 00:20:56.009
how can I grow as a person?
00:20:56.451 --> 00:20:58.172
And I think it's cool because it helps you
00:20:59.053 --> 00:21:00.712
no matter where you are in a clinic,
00:21:01.334 --> 00:21:02.634
understand how you can
00:21:02.693 --> 00:21:05.315
contribute in that role and
00:21:05.535 --> 00:21:07.214
help influence up the chain
00:21:07.494 --> 00:21:08.714
and below the chain.
00:21:08.734 --> 00:21:09.756
So I think that one would
00:21:09.796 --> 00:21:12.276
probably be the best.
00:21:13.136 --> 00:21:13.477
Yeah.
00:21:13.517 --> 00:21:15.436
Former Navy SEAL, Jocko, he's famous.
00:21:15.477 --> 00:21:16.616
If you follow him on social media,
00:21:16.656 --> 00:21:18.097
he's always taking pictures
00:21:18.137 --> 00:21:19.018
of his watch because he's
00:21:19.038 --> 00:21:19.877
always getting up at like
00:21:19.998 --> 00:21:21.778
zero dark thirty and saying, listen,
00:21:22.179 --> 00:21:23.078
if you want to get after it,
00:21:23.098 --> 00:21:23.898
you got to get out of bed a
00:21:23.919 --> 00:21:24.878
little earlier every morning.
00:21:24.898 --> 00:21:25.720
So he gets out of bed like
00:21:25.740 --> 00:21:26.640
four thirty in the morning.
00:21:27.087 --> 00:21:27.428
Yes.
00:21:27.627 --> 00:21:31.030
His good philosophy makes me
00:21:31.050 --> 00:21:32.291
want to run through a wall all the time.
00:21:32.311 --> 00:21:32.592
Yeah.
00:21:33.292 --> 00:21:34.032
If people wanted to reach
00:21:34.093 --> 00:21:35.094
out to you and connect with you,
00:21:35.114 --> 00:21:36.134
what's the best way to do it?
00:21:36.755 --> 00:21:36.974
Yeah.
00:21:37.035 --> 00:21:37.455
LinkedIn.
00:21:37.635 --> 00:21:38.496
That is the easiest.
00:21:38.516 --> 00:21:39.737
I'm super active on LinkedIn.
00:21:40.258 --> 00:21:40.857
Hunter recorder.
00:21:40.958 --> 00:21:41.878
Pretty easy to find.
00:21:43.059 --> 00:21:45.662
And yeah, that's DM me slide in that way.
00:21:45.682 --> 00:21:46.862
I'm sure my email and
00:21:46.902 --> 00:21:47.742
everything else is on there.
00:21:47.762 --> 00:21:48.544
So if that's easier.
00:21:49.461 --> 00:21:50.021
There you go.
00:21:50.462 --> 00:21:50.722
Love it.
00:21:50.903 --> 00:21:51.123
Hunter,
00:21:51.163 --> 00:21:52.523
appreciate the time doing a rapid
00:21:52.564 --> 00:21:54.845
fire episode here with us on PT Pinecast.
00:21:55.224 --> 00:21:56.226
Thanks for doing what you do
00:21:56.246 --> 00:21:57.067
for this profession, man.
00:21:57.106 --> 00:21:57.686
We appreciate it.
00:21:58.047 --> 00:21:58.227
Yeah.
00:21:58.326 --> 00:21:58.647
Awesome.
00:21:58.667 --> 00:21:59.127
Thanks for having me.
00:00:00.249 --> 00:00:01.068
Let me do this.
00:00:02.529 --> 00:00:04.650
Hunter McWhorter, welcome to the podcast.
00:00:05.049 --> 00:00:06.129
Thanks, excited to be here.
00:00:06.370 --> 00:00:07.490
Did I say the last name right?
00:00:07.530 --> 00:00:08.811
I've only read it on LinkedIn.
00:00:09.291 --> 00:00:09.750
You nailed it.
00:00:10.051 --> 00:00:11.252
Congrats, first time.
00:00:11.711 --> 00:00:12.971
Slightly different spelling,
00:00:12.992 --> 00:00:13.711
but one of my roommates
00:00:13.752 --> 00:00:15.493
from college was a McWhorter.
00:00:15.612 --> 00:00:16.013
I was like,
00:00:16.152 --> 00:00:17.952
I think it's spelled like that.
00:00:17.972 --> 00:00:18.992
So Kyle, if you're listening,
00:00:19.432 --> 00:00:20.974
I'm talking to one of your
00:00:21.013 --> 00:00:21.774
family members here.
00:00:21.794 --> 00:00:24.035
There you go, shout out Kyle.
00:00:24.054 --> 00:00:25.535
I mentioned a little bit in your intro,
00:00:26.214 --> 00:00:27.496
But you've taken a
00:00:27.657 --> 00:00:29.879
circuitous route to where you are.
00:00:30.179 --> 00:00:32.764
And those are always the more interesting,
00:00:32.823 --> 00:00:33.064
right?
00:00:33.143 --> 00:00:34.686
Nothing was linear for you.
00:00:35.127 --> 00:00:35.927
How do you explain if
00:00:35.968 --> 00:00:36.829
someone were to talk to you
00:00:36.929 --> 00:00:38.271
at a conference or a dinner party,
00:00:38.290 --> 00:00:39.933
you know what you do and
00:00:39.954 --> 00:00:41.054
then how you got there?
00:00:41.435 --> 00:00:42.436
How would you explain that?
00:00:43.027 --> 00:00:43.726
Yeah.
00:00:43.746 --> 00:00:43.926
Well,
00:00:43.947 --> 00:00:44.968
I always wanted to be a physical
00:00:45.008 --> 00:00:46.569
therapist and God laughed and said, hey,
00:00:46.609 --> 00:00:46.768
man,
00:00:46.789 --> 00:00:47.848
you're not going to like physics or
00:00:47.889 --> 00:00:48.548
chemistry enough.
00:00:48.668 --> 00:00:50.009
And I said, well, OK,
00:00:50.149 --> 00:00:51.451
I can still contribute somehow.
00:00:51.990 --> 00:00:52.890
And that's how I sort of
00:00:52.911 --> 00:00:54.311
landed at PT Solutions.
00:00:54.351 --> 00:00:56.692
So got my start there doing
00:00:56.732 --> 00:00:57.273
their front office
00:00:57.332 --> 00:00:59.493
operations and then got the
00:00:59.514 --> 00:01:00.334
chance to help with some of
00:01:00.353 --> 00:01:01.215
their patient engagement,
00:01:01.255 --> 00:01:03.075
patient retention stuff, realizing, hey,
00:01:03.115 --> 00:01:04.016
no one's really doing this.
00:01:04.036 --> 00:01:05.335
This seems kind of important
00:01:05.376 --> 00:01:06.656
for us to keep the lights on.
00:01:07.417 --> 00:01:08.477
March twenty twenty hit.
00:01:08.558 --> 00:01:10.197
And if you don't have DPT after your name,
00:01:10.298 --> 00:01:11.918
you generally get to get creative.
00:01:12.519 --> 00:01:14.481
And so they use WebPT.
00:01:14.783 --> 00:01:16.004
And so I was familiar with them.
00:01:16.084 --> 00:01:17.367
I said, hey, look, they're hiring.
00:01:17.807 --> 00:01:19.168
Let's see what we can do here.
00:01:19.269 --> 00:01:21.673
And that's when I joined them as an SDR,
00:01:21.712 --> 00:01:23.956
worked as an SDR account
00:01:23.975 --> 00:01:26.319
executive and then a customer success.
00:01:27.656 --> 00:01:28.296
In between,
00:01:28.796 --> 00:01:30.218
I did some physician liaison
00:01:30.237 --> 00:01:31.117
work with physical,
00:01:31.558 --> 00:01:32.418
worked with breakthrough
00:01:32.457 --> 00:01:33.597
physical therapy marketing
00:01:33.638 --> 00:01:35.278
as a customer success rep.
00:01:35.459 --> 00:01:37.379
I had an itch for marketing and said,
00:01:37.418 --> 00:01:38.579
what better place to learn
00:01:38.599 --> 00:01:39.780
than from those guys?
00:01:40.379 --> 00:01:41.359
And then finally got a
00:01:41.400 --> 00:01:43.081
chance to work with rehab CEOs,
00:01:43.141 --> 00:01:44.061
which I felt like was a
00:01:44.120 --> 00:01:46.840
cherry on top of sort of my
00:01:46.881 --> 00:01:47.762
background and how I can
00:01:47.802 --> 00:01:49.522
help contribute to the industry and help.
00:01:49.621 --> 00:01:50.841
And now I'm at a company
00:01:50.861 --> 00:01:52.403
called Arrow Help and super
00:01:52.423 --> 00:01:53.063
excited to be here.
00:01:53.742 --> 00:01:55.004
man you've that's a lot of
00:01:55.024 --> 00:01:56.284
name draw that company name
00:01:56.325 --> 00:01:57.484
drop and you've you've hit
00:01:57.525 --> 00:01:58.426
the you know some of the
00:01:58.445 --> 00:02:00.486
big ones accidentally it's
00:02:00.527 --> 00:02:02.268
just I laugh because I'm
00:02:02.308 --> 00:02:03.228
mistaken all the time as a
00:02:03.269 --> 00:02:04.748
pt and I get job offers and
00:02:04.790 --> 00:02:05.469
everything I'm just like
00:02:05.510 --> 00:02:07.350
nope I just can play one on
00:02:07.391 --> 00:02:08.831
tv really well well we'll
00:02:08.852 --> 00:02:10.173
talk about that you know in
00:02:10.233 --> 00:02:11.272
terms of like big pain
00:02:11.293 --> 00:02:12.114
points and obviously
00:02:12.174 --> 00:02:13.414
finding and retaining staff
00:02:13.455 --> 00:02:14.474
is obviously a pain point
00:02:14.875 --> 00:02:15.515
and if you don't think
00:02:15.616 --> 00:02:17.157
marketing or communicating can help
00:02:17.736 --> 00:02:18.758
some of your big pain points
00:02:18.777 --> 00:02:20.621
in this profession, you're missing out.
00:02:21.461 --> 00:02:22.182
You've said this,
00:02:22.263 --> 00:02:24.224
referrals are the starting
00:02:24.264 --> 00:02:26.147
point for patient care.
00:02:26.348 --> 00:02:28.189
It might not feel like that, but it is.
00:02:28.570 --> 00:02:30.212
So what are the clinics
00:02:30.252 --> 00:02:32.276
getting wrong about how
00:02:32.295 --> 00:02:34.217
they manage and track these
00:02:34.277 --> 00:02:36.020
things that we call referrals?
00:02:36.831 --> 00:02:38.492
Yeah, I think right off the bat,
00:02:38.794 --> 00:02:40.455
they think that the
00:02:40.495 --> 00:02:42.097
patient's experience with
00:02:42.116 --> 00:02:44.258
them starts at the point of evo.
00:02:44.758 --> 00:02:46.580
They don't think it's how
00:02:46.699 --> 00:02:47.901
easy is it to get booked?
00:02:48.162 --> 00:02:50.623
How easy is it to find out
00:02:50.683 --> 00:02:51.705
anything about me on my website?
00:02:51.724 --> 00:02:52.645
Do I have Google reviews?
00:02:52.665 --> 00:02:54.366
Like, what do people say about me?
00:02:54.407 --> 00:02:56.429
They think it's that's not their problem.
00:02:57.068 --> 00:02:57.269
And
00:02:58.090 --> 00:02:59.170
whatever there's plenty of
00:02:59.191 --> 00:03:00.010
referrals out there so I
00:03:00.050 --> 00:03:00.770
think that's the first
00:03:00.911 --> 00:03:01.972
mistake and then when you
00:03:02.051 --> 00:03:02.972
aren't thinking through it
00:03:02.991 --> 00:03:05.454
you don't invest in a
00:03:05.493 --> 00:03:07.735
method to make sure you
00:03:07.794 --> 00:03:09.175
know when you call somebody
00:03:09.194 --> 00:03:10.556
and say hey I'm out of town
00:03:10.575 --> 00:03:11.896
for the next two weeks or
00:03:12.176 --> 00:03:14.018
I'm a snowbird or whatever call me in
00:03:14.997 --> 00:03:15.957
two weeks, three weeks,
00:03:16.558 --> 00:03:17.620
you just forget because you
00:03:17.639 --> 00:03:19.241
don't have an easy way to track that.
00:03:19.420 --> 00:03:20.262
And then you wonder why
00:03:20.322 --> 00:03:21.582
doctors stop sending to you.
00:03:21.682 --> 00:03:22.524
And then it's just all this
00:03:22.544 --> 00:03:23.365
trickle down effect.
00:03:23.425 --> 00:03:24.385
So I definitely think it
00:03:24.425 --> 00:03:26.548
starts both from a patient
00:03:26.587 --> 00:03:27.408
experience side,
00:03:27.449 --> 00:03:29.031
but then just an operation side too.
00:03:29.191 --> 00:03:30.972
That's the referral to start about.
00:03:32.152 --> 00:03:33.234
I heard somebody,
00:03:33.274 --> 00:03:34.514
I think it was Rory Sutherland,
00:03:34.534 --> 00:03:35.056
who's like this,
00:03:35.075 --> 00:03:37.578
is he English or Australian?
00:03:37.598 --> 00:03:38.598
But he's a marketing dude.
00:03:38.658 --> 00:03:39.158
Look him up.
00:03:39.218 --> 00:03:39.800
He's brilliant.
00:03:40.360 --> 00:03:42.161
And he had a question in
00:03:42.181 --> 00:03:43.181
front of a live audience.
00:03:43.262 --> 00:03:44.263
I love this question.
00:03:44.864 --> 00:03:45.223
He said,
00:03:45.424 --> 00:03:47.825
Hilton and Nike are two elite brands.
00:03:48.466 --> 00:03:49.848
But if I said to you that
00:03:50.027 --> 00:03:52.229
Hilton was going to create a sneaker,
00:03:53.469 --> 00:03:55.611
And Nike was going to create a hotel.
00:03:55.991 --> 00:03:56.872
My guess is you could
00:03:56.932 --> 00:03:58.574
picture what that hotel would look like,
00:03:58.615 --> 00:03:59.496
created by Nike,
00:03:59.915 --> 00:04:00.937
but not what the Hilton
00:04:01.016 --> 00:04:02.878
sneaker would look like.
00:04:03.239 --> 00:04:05.961
And that shows you what brand depth is.
00:04:06.581 --> 00:04:07.962
If Nike came out with a cologne,
00:04:07.983 --> 00:04:09.163
we could kind of smell it.
00:04:09.183 --> 00:04:10.665
They might have even done
00:04:10.686 --> 00:04:12.146
that or something like that.
00:04:12.606 --> 00:04:13.568
It's the difference of like,
00:04:13.707 --> 00:04:15.168
when does this experience
00:04:15.207 --> 00:04:16.228
start and how is it
00:04:16.249 --> 00:04:19.250
ingrained a lot earlier than you think,
00:04:19.509 --> 00:04:19.711
right?
00:04:19.730 --> 00:04:20.911
What do you expect when you
00:04:20.951 --> 00:04:22.252
walk to the front counter
00:04:22.271 --> 00:04:24.012
to McDonald's versus what
00:04:24.052 --> 00:04:25.333
happens when you sit down
00:04:25.372 --> 00:04:26.853
and someone puts a steak
00:04:26.874 --> 00:04:27.593
knife in front of you at
00:04:27.634 --> 00:04:28.595
Smith and Walensky's?
00:04:29.154 --> 00:04:30.315
The experience probably
00:04:30.355 --> 00:04:32.617
started way before both of those things.
00:04:32.656 --> 00:04:33.757
And we need to understand
00:04:33.776 --> 00:04:34.577
that in healthcare.
00:04:34.918 --> 00:04:36.218
It's simple for me to say that,
00:04:36.257 --> 00:04:37.319
but it's not easy, is it?
00:04:37.759 --> 00:04:39.100
no it's it's because you've
00:04:39.139 --> 00:04:40.201
got to fight the algorithms
00:04:40.221 --> 00:04:41.281
you've got to go outside
00:04:41.300 --> 00:04:42.281
your comfort zone and do
00:04:42.322 --> 00:04:43.023
what they don't teach you
00:04:43.583 --> 00:04:45.144
at pt school which is how
00:04:45.163 --> 00:04:46.824
do you market how do you
00:04:46.884 --> 00:04:47.946
make it so people want to
00:04:47.966 --> 00:04:48.947
be there they just teach
00:04:48.966 --> 00:04:49.947
you hey if you have a good
00:04:50.447 --> 00:04:52.269
product they will come and
00:04:52.309 --> 00:04:53.209
unfortunately in today's
00:04:53.269 --> 00:04:55.250
market it's so competitive
00:04:55.370 --> 00:04:56.651
and you've got the bigger
00:04:56.692 --> 00:04:58.093
entities fighting to take
00:04:58.312 --> 00:04:59.574
over the smaller ones and
00:04:59.634 --> 00:05:01.334
so it's just it's a vicious
00:05:01.375 --> 00:05:02.375
little cycle and I think
00:05:02.415 --> 00:05:03.735
the big difference is how
00:05:03.776 --> 00:05:05.598
well do you stand out and
00:05:05.697 --> 00:05:07.158
get that authentic
00:05:07.999 --> 00:05:09.019
brand like you said where
00:05:09.060 --> 00:05:11.341
people are seeking you out
00:05:11.380 --> 00:05:12.401
and coming to your doctors
00:05:12.721 --> 00:05:13.682
hear about you and want to
00:05:13.702 --> 00:05:14.682
send people to you yeah
00:05:14.702 --> 00:05:16.444
it's not just who it's not
00:05:16.483 --> 00:05:18.225
just uh who knows you it's
00:05:18.345 --> 00:05:19.605
what do they know about you
00:05:19.706 --> 00:05:21.146
like exactly you could go
00:05:21.206 --> 00:05:22.307
on linkedin and act like a
00:05:22.348 --> 00:05:23.427
raving lunatic and a lot of
00:05:23.468 --> 00:05:24.749
people will know you but
00:05:24.769 --> 00:05:25.529
that's not going to help
00:05:25.569 --> 00:05:27.350
you so what do they know about you
00:05:27.810 --> 00:05:28.793
Let me ask you this question.
00:05:29.273 --> 00:05:31.555
Should PTs be doing their own marketing?
00:05:31.656 --> 00:05:33.598
Is there a tipping point when, hey,
00:05:33.639 --> 00:05:35.701
if you're a solopreneur, yeah, man,
00:05:35.742 --> 00:05:36.463
it's not in the budget.
00:05:36.502 --> 00:05:37.324
So you need to be doing
00:05:37.464 --> 00:05:38.505
something and you should do
00:05:38.526 --> 00:05:39.166
these couple of things.
00:05:39.507 --> 00:05:40.548
At what point do they start
00:05:40.569 --> 00:05:42.732
to need to refer out to
00:05:42.872 --> 00:05:44.434
somebody who maybe is an expert in that?
00:05:44.975 --> 00:05:45.194
Yeah,
00:05:45.514 --> 00:05:47.076
I would say once they put in the work
00:05:47.377 --> 00:05:48.557
to develop their own brand
00:05:48.697 --> 00:05:49.617
and their own identity,
00:05:49.718 --> 00:05:50.718
that's unique to them.
00:05:51.139 --> 00:05:52.060
And that way they can then
00:05:52.120 --> 00:05:54.341
communicate it to that outsourced person.
00:05:54.360 --> 00:05:55.502
So it's not an outsourced
00:05:55.541 --> 00:05:57.262
person trying to help shape
00:05:57.442 --> 00:05:59.964
their practice that they might not
00:06:01.151 --> 00:06:01.771
Be who they are.
00:06:01.812 --> 00:06:02.572
They might be like, well,
00:06:02.612 --> 00:06:04.173
the marketer I'm paying X
00:06:04.192 --> 00:06:04.932
amount of money tells me I
00:06:04.952 --> 00:06:05.612
need to do this.
00:06:06.213 --> 00:06:07.673
And then it's just not authentic.
00:06:07.814 --> 00:06:09.134
And I think it starts with
00:06:09.173 --> 00:06:09.754
if you're willing to put in
00:06:09.774 --> 00:06:11.115
the work and build that foundation,
00:06:11.274 --> 00:06:12.214
figure out who you want to
00:06:12.254 --> 00:06:13.995
be and who the community sees you as.
00:06:14.336 --> 00:06:15.636
Then it just makes it easier
00:06:16.036 --> 00:06:17.596
for the outsourced marketer
00:06:17.617 --> 00:06:19.557
to come in and help put
00:06:19.596 --> 00:06:20.737
that put gasoline on that
00:06:20.776 --> 00:06:22.177
fire instead of trying to build it.
00:06:23.278 --> 00:06:24.238
I'll put you on the spot,
00:06:24.259 --> 00:06:25.961
but not in a super scary way.
00:06:26.021 --> 00:06:26.822
If you're talking to a
00:06:26.882 --> 00:06:28.523
clinician who's saying, well,
00:06:28.944 --> 00:06:29.704
they're using the word
00:06:29.745 --> 00:06:31.906
expense when it comes to marketing.
00:06:33.213 --> 00:06:34.735
good objection work would be
00:06:34.954 --> 00:06:36.196
to change it from expense
00:06:36.255 --> 00:06:38.036
to an investment, right?
00:06:38.057 --> 00:06:39.076
Because if marketing isn't
00:06:39.117 --> 00:06:40.517
bringing you more than you're spending,
00:06:40.997 --> 00:06:42.819
it is an expense, right?
00:06:42.879 --> 00:06:43.738
So how does that
00:06:43.778 --> 00:06:44.860
conversation typically go
00:06:44.879 --> 00:06:46.141
where someone finally lands
00:06:46.180 --> 00:06:46.841
in front of you?
00:06:47.560 --> 00:06:48.661
They're still on the end of
00:06:48.721 --> 00:06:49.201
a diving board.
00:06:49.221 --> 00:06:50.802
They haven't jumped to go
00:06:51.242 --> 00:06:52.303
jump in the deep end and go
00:06:52.343 --> 00:06:53.103
all in on marketing.
00:06:53.584 --> 00:06:54.305
What are some of the things
00:06:54.324 --> 00:06:55.865
that you use to explain to
00:06:55.886 --> 00:06:56.985
them of why it is an
00:06:57.005 --> 00:06:58.187
investment and not an expense?
00:06:58.870 --> 00:07:00.711
Yeah, because generally with marketing,
00:07:00.752 --> 00:07:03.052
you can get that money back
00:07:03.093 --> 00:07:03.713
in a lot of ways.
00:07:03.733 --> 00:07:05.194
You can tangibly see if you
00:07:05.254 --> 00:07:06.694
invest this much,
00:07:06.814 --> 00:07:09.175
this is how the difference is.
00:07:09.254 --> 00:07:10.076
And then I always love
00:07:10.115 --> 00:07:12.295
pulling up the Google and
00:07:12.315 --> 00:07:13.956
just typing physical therapy near me.
00:07:14.416 --> 00:07:15.838
And if they're not popping up.
00:07:17.168 --> 00:07:18.588
then no one's finding them.
00:07:18.668 --> 00:07:19.769
And that's the easiest way
00:07:19.788 --> 00:07:22.288
to track that investment and see it as,
00:07:22.809 --> 00:07:23.468
holy moly,
00:07:24.209 --> 00:07:25.509
this will only help me and not
00:07:25.550 --> 00:07:27.730
necessarily like an expense of, oh,
00:07:27.750 --> 00:07:29.071
this money is just going out.
00:07:29.190 --> 00:07:30.411
But I think the industry has
00:07:30.430 --> 00:07:32.192
been burned by too many
00:07:32.331 --> 00:07:34.632
marketers that just show up,
00:07:35.192 --> 00:07:36.872
put them in a routine and say, oh,
00:07:36.913 --> 00:07:37.752
this works for,
00:07:38.740 --> 00:07:40.461
a doctor this works for
00:07:40.721 --> 00:07:42.182
someone else in the medical
00:07:42.202 --> 00:07:43.124
field there's no difference
00:07:43.303 --> 00:07:44.584
and then there's a little
00:07:44.605 --> 00:07:46.547
bit of hurt in the industry
00:07:46.607 --> 00:07:48.228
I think where they can kind
00:07:48.247 --> 00:07:49.528
of be a little like uh this
00:07:49.548 --> 00:07:50.350
hasn't worked in the past
00:07:50.389 --> 00:07:52.091
yeah yeah yeah if you've
00:07:52.112 --> 00:07:53.432
been burned and people talk
00:07:53.512 --> 00:07:54.853
right especially this
00:07:54.874 --> 00:07:56.115
profession is big but also
00:07:56.175 --> 00:07:57.615
pretty small so if you've been burned
00:07:58.297 --> 00:08:00.499
People will tell you what
00:08:00.559 --> 00:08:01.899
are some of the low what
00:08:01.920 --> 00:08:02.680
are some of the things that
00:08:02.721 --> 00:08:03.341
you'd suggest?
00:08:03.360 --> 00:08:04.802
I don't want to call it low hanging fruit,
00:08:04.822 --> 00:08:05.862
but what are some of the
00:08:05.923 --> 00:08:07.324
starting points that people
00:08:07.345 --> 00:08:08.464
can dip their toe before
00:08:08.485 --> 00:08:10.666
they jump in the deep end with marketing?
00:08:10.687 --> 00:08:12.348
You mentioned Googling
00:08:12.389 --> 00:08:13.709
physical therapy near me or
00:08:13.730 --> 00:08:14.511
physical therapy in your
00:08:14.571 --> 00:08:16.432
town name and making sure that number one,
00:08:16.451 --> 00:08:17.192
that you exist there.
00:08:17.572 --> 00:08:18.353
What are some of the things
00:08:18.374 --> 00:08:19.935
that people would after
00:08:19.954 --> 00:08:20.995
they hear you say it would be like, yeah,
00:08:21.016 --> 00:08:22.156
of course I should do that.
00:08:22.177 --> 00:08:23.117
But maybe you haven't done yet.
00:08:23.677 --> 00:08:23.898
Yeah,
00:08:24.538 --> 00:08:25.680
it's all going to be in the world of
00:08:25.720 --> 00:08:26.000
Google.
00:08:26.160 --> 00:08:27.761
So first thing is make sure
00:08:27.781 --> 00:08:28.721
Google actually has a
00:08:28.762 --> 00:08:30.502
picture of your practice.
00:08:31.043 --> 00:08:32.945
I was helping with BD solution.
00:08:34.025 --> 00:08:36.207
Role was our pictures
00:08:36.847 --> 00:08:37.808
actually our practice.
00:08:38.149 --> 00:08:38.850
I can't tell you how many
00:08:38.889 --> 00:08:40.951
times Google found a back
00:08:41.032 --> 00:08:44.053
alleyway to post next to a dumpster.
00:08:44.153 --> 00:08:45.375
And so when people Google you,
00:08:45.554 --> 00:08:46.596
all they see is a back
00:08:46.696 --> 00:08:47.876
alleyway and a dumpster like that's
00:08:48.216 --> 00:08:48.937
not legit.
00:08:49.177 --> 00:08:50.038
It's not what you want.
00:08:50.398 --> 00:08:50.658
Right.
00:08:50.798 --> 00:08:51.278
And then too,
00:08:51.317 --> 00:08:52.859
what are your patients posting?
00:08:53.158 --> 00:08:54.919
You might not have a Google presence.
00:08:55.559 --> 00:08:56.480
You may have put one up,
00:08:56.520 --> 00:08:57.400
but haven't monitored it.
00:08:57.480 --> 00:08:58.201
And your patients are
00:08:58.241 --> 00:09:00.142
posting pictures saying how
00:09:00.162 --> 00:09:00.802
much they love you,
00:09:01.143 --> 00:09:02.864
but some of them might not be on brand.
00:09:02.943 --> 00:09:05.504
I remember we had one guy, he was awesome.
00:09:05.705 --> 00:09:05.764
Uh,
00:09:06.131 --> 00:09:06.912
He looked awesome.
00:09:06.971 --> 00:09:07.653
He seemed really nice.
00:09:07.673 --> 00:09:08.572
The clinic spoke highly of him.
00:09:08.653 --> 00:09:09.052
However,
00:09:09.594 --> 00:09:11.293
he was sort of flashing gang signs
00:09:11.394 --> 00:09:13.315
and had teardrops in his
00:09:13.375 --> 00:09:14.495
picture saying how awesome
00:09:14.515 --> 00:09:15.176
the clinic was.
00:09:15.275 --> 00:09:16.275
And it's like, oh,
00:09:16.355 --> 00:09:17.277
this is the only picture
00:09:17.677 --> 00:09:19.577
that people see when they Google you.
00:09:20.597 --> 00:09:21.479
Are you aware of this?
00:09:21.519 --> 00:09:23.038
How are you combating this
00:09:23.239 --> 00:09:24.639
and helping make sure?
00:09:26.095 --> 00:09:27.535
everything's nice into how
00:09:27.576 --> 00:09:29.076
you want to be represented.
00:09:29.518 --> 00:09:30.619
Yeah.
00:09:30.658 --> 00:09:30.839
Yeah.
00:09:30.879 --> 00:09:31.720
And some of that might be hard.
00:09:31.740 --> 00:09:32.320
You can't really,
00:09:32.340 --> 00:09:33.260
you can't really control a
00:09:33.301 --> 00:09:34.381
hundred percent what other people say,
00:09:34.422 --> 00:09:35.822
but at least being aware of it.
00:09:35.903 --> 00:09:36.903
I mean, you know,
00:09:36.943 --> 00:09:38.524
my cohost on PT breakfast club,
00:09:38.565 --> 00:09:40.846
Tony Meritato says, open up a,
00:09:41.567 --> 00:09:43.708
a Google Chrome incognito
00:09:43.749 --> 00:09:45.509
window and Google yourself
00:09:45.750 --> 00:09:47.412
once a month at minimum and
00:09:47.532 --> 00:09:48.673
and see what comes up and
00:09:48.692 --> 00:09:49.594
then ask yourself,
00:09:49.653 --> 00:09:51.155
is this the best I have to offer?
00:09:51.235 --> 00:09:52.397
Or am I holding some things
00:09:52.456 --> 00:09:53.879
back that I haven't put out there?
00:09:53.918 --> 00:09:55.921
Because people are doing that.
00:09:55.941 --> 00:09:57.081
That's the first thing we do, right?
00:09:57.101 --> 00:09:58.222
We go to someone's socials
00:09:58.243 --> 00:09:59.784
or we Google them and see
00:10:00.245 --> 00:10:01.105
what do they stand for?
00:10:01.145 --> 00:10:02.147
Who are they?
00:10:02.167 --> 00:10:02.347
Yep.
00:10:02.807 --> 00:10:02.967
No,
00:10:03.048 --> 00:10:04.908
the incognito mode in Google is awesome
00:10:05.229 --> 00:10:05.989
for doing any sort of
00:10:06.028 --> 00:10:06.828
research on yourself or on
00:10:06.849 --> 00:10:08.168
your clinic to see where do
00:10:08.188 --> 00:10:09.350
you pop up and how does that work?
00:10:09.370 --> 00:10:10.350
And two, Google reviews.
00:10:10.909 --> 00:10:11.750
Last time I heard,
00:10:11.769 --> 00:10:12.791
and the algorithm's always changing,
00:10:13.211 --> 00:10:15.171
thirty is the magic number.
00:10:16.051 --> 00:10:16.230
Yeah,
00:10:16.331 --> 00:10:17.451
it's not that hard to get thirty
00:10:17.491 --> 00:10:18.412
reviews for the algorithm
00:10:18.451 --> 00:10:19.711
to start recognizing your
00:10:19.751 --> 00:10:21.692
legit business and start
00:10:21.753 --> 00:10:22.692
helping promote you.
00:10:23.432 --> 00:10:24.734
It might be higher, it might be lower,
00:10:24.774 --> 00:10:26.274
but I'm pretty sure that still,
00:10:26.474 --> 00:10:27.673
like if you can aim for thirty,
00:10:27.774 --> 00:10:29.014
then the algorithm's like, hey,
00:10:29.075 --> 00:10:29.934
let's help.
00:10:31.215 --> 00:10:32.875
It sounds like a pretty tall order.
00:10:32.895 --> 00:10:33.655
Let's say you're sitting at
00:10:33.716 --> 00:10:36.076
zero or somehow one or two stumbled in.
00:10:36.116 --> 00:10:38.917
But if you wanted to put it in perspective,
00:10:38.996 --> 00:10:40.278
and perspective is powerful.
00:10:41.077 --> 00:10:42.839
If you asked two people a
00:10:42.899 --> 00:10:44.739
day and one person a day
00:10:44.778 --> 00:10:46.299
actually followed through for a month,
00:10:47.039 --> 00:10:48.220
you'd get to thirty faster
00:10:48.620 --> 00:10:49.240
than you'd think.
00:10:49.921 --> 00:10:50.421
Exactly.
00:10:50.561 --> 00:10:53.162
And if you do struggle with that,
00:10:53.182 --> 00:10:54.422
it's a great time for self-reflection.
00:10:54.782 --> 00:10:55.741
Why do you not feel
00:10:55.761 --> 00:10:56.623
comfortable asking your
00:10:56.722 --> 00:10:58.082
patients to give you a review like,
00:10:58.644 --> 00:11:00.668
is your brand as great as
00:11:00.708 --> 00:11:01.672
you think it is if you
00:11:01.711 --> 00:11:03.515
can't quickly think of
00:11:03.556 --> 00:11:05.240
maybe one or two patients to say, hey,
00:11:05.279 --> 00:11:06.703
can you just give me a review real quick?
00:11:07.371 --> 00:11:08.932
Yeah, yeah, yeah, yeah.
00:11:09.352 --> 00:11:10.592
Or make it, make it easy.
00:11:10.673 --> 00:11:12.413
I've seen people do the real simple thing,
00:11:12.433 --> 00:11:14.153
which is a QR code at the front desk,
00:11:14.214 --> 00:11:14.433
right?
00:11:14.474 --> 00:11:17.254
The almost the passive ask, right?
00:11:17.294 --> 00:11:19.255
Somehow or in an email, right?
00:11:19.275 --> 00:11:19.956
Could you, could you,
00:11:20.015 --> 00:11:20.755
could you email them and
00:11:20.775 --> 00:11:21.916
set up an email sequence of
00:11:22.636 --> 00:11:24.517
a day or a week after a
00:11:24.576 --> 00:11:26.857
treatment session to kindly ask if you,
00:11:27.298 --> 00:11:28.719
if you had a great experience,
00:11:28.739 --> 00:11:30.178
we'd love an honest review,
00:11:30.278 --> 00:11:32.120
like great and honest or two good words.
00:11:32.500 --> 00:11:32.899
Yeah.
00:11:33.000 --> 00:11:35.081
And that's, what's fun is with technology.
00:11:35.561 --> 00:11:36.500
Everyone's used to that.
00:11:36.860 --> 00:11:37.701
On a scale of one to ten,
00:11:37.721 --> 00:11:38.322
how likely are you to
00:11:38.341 --> 00:11:39.822
recommend us to your friends or family?
00:11:40.283 --> 00:11:42.624
The minute they give you nine or ten,
00:11:43.063 --> 00:11:44.085
you can have it trigger.
00:11:44.345 --> 00:11:46.846
So that way they get the invite to say,
00:11:47.186 --> 00:11:47.265
hey,
00:11:47.645 --> 00:11:49.586
leave a review and you automatically
00:11:49.606 --> 00:11:50.447
know who's good and who's
00:11:50.488 --> 00:11:51.808
bad and you don't have that fear.
00:11:51.828 --> 00:11:52.448
And I think that's what a
00:11:52.469 --> 00:11:53.528
lot of PTs fear is.
00:11:53.929 --> 00:11:54.909
Well, if I ask anyone,
00:11:54.950 --> 00:11:56.850
how do I know if they're
00:11:56.870 --> 00:11:58.631
going to give me a good review?
00:11:59.104 --> 00:11:59.825
Well,
00:11:59.845 --> 00:12:01.365
there's tech out there that can help.
00:12:01.905 --> 00:12:03.086
So we sort of touched on
00:12:03.106 --> 00:12:04.168
like even asking for a
00:12:04.467 --> 00:12:06.009
review might feel salesy or
00:12:06.068 --> 00:12:07.110
pushy or spammy.
00:12:07.210 --> 00:12:09.471
But if you do it in a spammy way,
00:12:09.510 --> 00:12:10.312
it will feel spammy.
00:12:10.331 --> 00:12:11.493
If you do it in a non-spammy way,
00:12:11.513 --> 00:12:12.734
it's going to feel not spammy.
00:12:13.254 --> 00:12:14.815
So let's go with patient retention.
00:12:15.195 --> 00:12:16.755
It's a big hot topic right now.
00:12:16.796 --> 00:12:18.017
It's going to cost you less
00:12:18.076 --> 00:12:19.758
in terms of time, effort,
00:12:19.798 --> 00:12:21.379
and money to retain a
00:12:21.419 --> 00:12:22.559
patient than it will be to
00:12:22.620 --> 00:12:23.860
find a new one.
00:12:23.900 --> 00:12:25.501
So since that's a hot topic right now,
00:12:26.442 --> 00:12:27.683
What does retention look
00:12:27.724 --> 00:12:30.144
like after a discharge?
00:12:30.164 --> 00:12:30.945
Some people might even say
00:12:30.965 --> 00:12:32.265
you never discharge a patient.
00:12:32.306 --> 00:12:34.147
You just might stop this plan of care.
00:12:34.187 --> 00:12:35.528
But what does retention look
00:12:35.548 --> 00:12:36.427
like after someone is
00:12:36.488 --> 00:12:37.528
leaving a plan of care?
00:12:37.548 --> 00:12:38.948
And how can PTs stay
00:12:38.989 --> 00:12:42.171
connected without being spammy or salesy?
00:12:42.791 --> 00:12:44.272
yeah I think the world of
00:12:44.292 --> 00:12:45.952
social media is the first
00:12:46.033 --> 00:12:47.293
and easiest step it's
00:12:47.634 --> 00:12:49.495
creating an instagram and
00:12:49.514 --> 00:12:51.797
just posting something
00:12:52.017 --> 00:12:53.378
quarterly even like just
00:12:53.398 --> 00:12:54.318
something to keep you top
00:12:54.359 --> 00:12:55.578
of mind I know a lot of
00:12:55.720 --> 00:12:56.659
people will send out
00:12:57.441 --> 00:13:00.462
birthday cards they get it
00:13:00.942 --> 00:13:02.043
and it just stays top of
00:13:02.104 --> 00:13:03.384
mind and then too just
00:13:04.365 --> 00:13:05.326
finding ways to stay in
00:13:05.346 --> 00:13:06.046
touch is it hosting
00:13:06.086 --> 00:13:07.246
workshops where you're
00:13:07.267 --> 00:13:08.467
staying engaged with people
00:13:08.508 --> 00:13:10.950
and just finding impactful ways that
00:13:11.798 --> 00:13:13.100
remind them who you are and
00:13:13.139 --> 00:13:14.041
create opportunities for
00:13:14.061 --> 00:13:15.461
them to stay in your
00:13:15.581 --> 00:13:16.943
ecosphere instead of going
00:13:16.964 --> 00:13:18.565
to google or go somewhere
00:13:18.666 --> 00:13:20.466
else to fix an issue that
00:13:20.528 --> 00:13:22.889
pt probably can fix without
00:13:23.370 --> 00:13:24.192
injection surgery
00:13:24.251 --> 00:13:25.893
everything else yeah you
00:13:25.913 --> 00:13:27.634
did mention the uh the world of google
00:13:28.976 --> 00:13:30.498
When it comes to technology,
00:13:30.658 --> 00:13:32.580
especially like we get into the specifics,
00:13:32.659 --> 00:13:34.381
software, tools, vendors,
00:13:35.062 --> 00:13:36.124
it can be a little confusing.
00:13:36.144 --> 00:13:37.024
There's a lot out there.
00:13:37.524 --> 00:13:39.927
How can PTs separate signal from noise?
00:13:39.967 --> 00:13:40.969
How can they sift through that?
00:13:41.570 --> 00:13:42.711
What should we actually
00:13:42.770 --> 00:13:44.231
expect from technology?
00:13:44.251 --> 00:13:44.972
What are some things that
00:13:44.993 --> 00:13:46.894
you suggest people actually embrace?
00:13:46.934 --> 00:13:50.719
Is there anything that comes to mind?
00:13:50.759 --> 00:13:51.500
I think that.
00:13:52.782 --> 00:13:53.883
When it comes to that, it just depends.
00:13:53.903 --> 00:13:55.283
There's so much out there for people,
00:13:55.302 --> 00:13:55.823
like you said.
00:13:56.203 --> 00:13:57.225
I think the first step is
00:13:57.264 --> 00:13:58.504
look at your EMR company
00:13:58.684 --> 00:14:01.667
and see what is in their ecosphere.
00:14:02.147 --> 00:14:03.227
Because I think one thing
00:14:03.248 --> 00:14:04.489
that gets really easy to do
00:14:04.548 --> 00:14:06.029
is try and piecemeal your
00:14:06.230 --> 00:14:09.192
own workflows throughout it and be like,
00:14:09.251 --> 00:14:09.611
okay, well,
00:14:09.631 --> 00:14:10.751
I'll use this system for marketing.
00:14:10.812 --> 00:14:11.832
I'll use this for emails.
00:14:11.873 --> 00:14:13.533
I'll use this for documentation.
00:14:14.053 --> 00:14:15.335
And sometimes there's ones
00:14:15.355 --> 00:14:16.975
that your EMR company might say, yeah,
00:14:17.015 --> 00:14:18.116
we integrate with...
00:14:19.010 --> 00:14:20.192
x y and z like I recently
00:14:20.211 --> 00:14:20.812
was talking to somebody and
00:14:20.831 --> 00:14:21.712
I had no idea prompt
00:14:21.893 --> 00:14:22.833
apparently integrates with
00:14:22.874 --> 00:14:24.554
the crm now and so it's
00:14:24.735 --> 00:14:26.777
easy to say you want that I
00:14:26.856 --> 00:14:27.576
never would have known that
00:14:27.677 --> 00:14:28.717
I don't imagine anyone else
00:14:28.738 --> 00:14:30.558
would have had I not asked
00:14:30.678 --> 00:14:32.080
and then there you go so I
00:14:32.100 --> 00:14:33.061
think there's a lot out
00:14:33.081 --> 00:14:33.981
there where instead of
00:14:34.001 --> 00:14:35.221
trying to piecemeal it see
00:14:35.241 --> 00:14:36.943
what's in your ecosphere
00:14:37.484 --> 00:14:38.345
and go from there
00:14:39.105 --> 00:14:40.345
If it's not easy,
00:14:40.485 --> 00:14:42.706
if simplicity is not one of
00:14:42.745 --> 00:14:44.486
the first two things being offered,
00:14:44.606 --> 00:14:45.547
I usually tell people to
00:14:45.567 --> 00:14:47.207
keep looking because it's
00:14:47.248 --> 00:14:48.148
twenty twenty five.
00:14:48.528 --> 00:14:49.908
This should not be complicated.
00:14:50.028 --> 00:14:50.448
They should.
00:14:50.688 --> 00:14:52.229
There's things called APIs.
00:14:52.568 --> 00:14:53.909
They should be connecting to each other.
00:14:53.970 --> 00:14:54.669
And if they're not.
00:14:55.686 --> 00:14:57.307
You typically can find
00:14:57.326 --> 00:14:58.506
something else to do the same thing,
00:14:58.767 --> 00:15:00.187
and your time is your most
00:15:00.226 --> 00:15:02.048
valuable finite resource.
00:15:02.087 --> 00:15:03.989
Yes, and I think, too, in that same world,
00:15:04.469 --> 00:15:04.989
ROI.
00:15:05.688 --> 00:15:07.210
If it doesn't make sense how
00:15:07.250 --> 00:15:09.470
they prove this is helping your practice,
00:15:10.370 --> 00:15:13.292
then it's not worth the risk of saying,
00:15:13.331 --> 00:15:14.052
let's go for it.
00:15:14.511 --> 00:15:15.373
Let's invest in this,
00:15:15.712 --> 00:15:17.133
though they can't tell me
00:15:17.854 --> 00:15:19.595
what an ROI is I can expect
00:15:19.674 --> 00:15:21.336
or how I can track it for myself.
00:15:21.535 --> 00:15:23.196
They might not say, hey,
00:15:23.256 --> 00:15:25.278
this CRM can give you a clear ROI.
00:15:25.778 --> 00:15:26.717
But if you don't know your
00:15:26.738 --> 00:15:27.698
referral conversion rate,
00:15:28.438 --> 00:15:29.879
then there's your ROI right there.
00:15:29.899 --> 00:15:31.120
You're getting data to help
00:15:31.200 --> 00:15:33.261
inform everything else you're doing.
00:15:34.042 --> 00:15:34.861
I think that's one of the
00:15:34.881 --> 00:15:35.682
big things that a lot of
00:15:35.702 --> 00:15:36.822
people don't think through
00:15:36.883 --> 00:15:37.443
or they hear this
00:15:37.484 --> 00:15:38.384
convoluted thing and they
00:15:38.403 --> 00:15:39.804
get confused and they just say, oh.
00:15:40.373 --> 00:15:40.793
okay,
00:15:40.812 --> 00:15:42.674
you said there's an ROI instead of
00:15:42.794 --> 00:15:43.676
actually trying to force
00:15:43.696 --> 00:15:44.756
them to explain it and see
00:15:44.777 --> 00:15:45.756
are they full of crap or not.
00:15:46.138 --> 00:15:48.539
Yeah.
00:15:48.559 --> 00:15:48.799
Hunter,
00:15:48.820 --> 00:15:49.841
you got a great quote and I love me
00:15:49.860 --> 00:15:52.423
some quotes, big quotable, movie quotes,
00:15:52.503 --> 00:15:53.823
inspiration quotes, history quotes.
00:15:53.864 --> 00:15:54.124
I love them.
00:15:54.163 --> 00:15:54.924
You got a great quote.
00:15:55.424 --> 00:15:57.506
You're in control of your practice,
00:15:57.606 --> 00:15:58.488
not your vendors.
00:15:58.908 --> 00:16:00.229
Help me understand and help
00:16:00.269 --> 00:16:01.210
us understand that quote,
00:16:01.649 --> 00:16:03.030
how PTs can take back that
00:16:03.071 --> 00:16:05.052
power when making business decisions.
00:16:05.782 --> 00:16:07.643
yeah I think the first thing
00:16:07.702 --> 00:16:09.263
is asking questions and
00:16:09.342 --> 00:16:10.903
knowing having that data
00:16:11.083 --> 00:16:11.904
for yourself of your
00:16:11.924 --> 00:16:13.605
practice what are your key
00:16:13.644 --> 00:16:15.985
metrics that matter to you
00:16:16.086 --> 00:16:18.206
and feed your family and
00:16:18.326 --> 00:16:19.668
once you understand that
00:16:19.788 --> 00:16:20.827
then you start going to
00:16:20.868 --> 00:16:21.969
these vendors and saying
00:16:22.048 --> 00:16:24.970
hey I don't agree with this
00:16:25.029 --> 00:16:27.091
price increase I haven't I've seen
00:16:28.811 --> 00:16:29.971
more unstable system,
00:16:30.371 --> 00:16:31.533
downtimes have increased.
00:16:31.633 --> 00:16:32.714
I'm not able to do all these
00:16:32.734 --> 00:16:34.174
things and you're increasing my price.
00:16:36.576 --> 00:16:37.937
I know what I'm worth and I
00:16:37.976 --> 00:16:38.956
don't need to continue this
00:16:38.976 --> 00:16:40.278
relationship just because I
00:16:40.317 --> 00:16:42.298
have to for my practice's sake.
00:16:42.580 --> 00:16:43.600
I need to be willing to take
00:16:43.639 --> 00:16:44.941
a risk potentially or try
00:16:45.000 --> 00:16:48.202
something new to improve
00:16:48.243 --> 00:16:50.543
the life of my practice, of my clinicians,
00:16:50.683 --> 00:16:52.785
of my patients by leaving
00:16:52.826 --> 00:16:53.846
this vendor instead of just
00:16:53.865 --> 00:16:56.807
be stuck in like an abusive relationship.
00:16:58.988 --> 00:17:00.009
That's a good way to look at it,
00:17:00.208 --> 00:17:01.408
asking those questions and
00:17:01.769 --> 00:17:03.129
constantly doing sort of an
00:17:03.269 --> 00:17:05.832
audit of what is this – if
00:17:05.892 --> 00:17:06.833
businesses try to sell you
00:17:06.893 --> 00:17:07.873
on a relationship,
00:17:07.913 --> 00:17:08.854
like you're not just a client,
00:17:08.874 --> 00:17:10.755
we're having a partnership,
00:17:11.075 --> 00:17:11.575
we're a partner,
00:17:11.835 --> 00:17:13.236
constantly doing that audit and saying,
00:17:13.256 --> 00:17:14.616
what am I getting out of this?
00:17:14.656 --> 00:17:15.176
And it doesn't need to
00:17:15.217 --> 00:17:17.439
necessarily always be financial.
00:17:17.519 --> 00:17:19.259
It could be we're expanding,
00:17:19.279 --> 00:17:20.079
we're giving you more
00:17:20.119 --> 00:17:21.020
without charging you more,
00:17:21.441 --> 00:17:22.561
or we're charging you more,
00:17:22.942 --> 00:17:24.883
but we're going to give you ten X that.
00:17:25.002 --> 00:17:26.104
We're going to let's focus
00:17:26.124 --> 00:17:27.483
on the value side of the equation,
00:17:27.805 --> 00:17:29.444
because if you show up with ten X value,
00:17:29.806 --> 00:17:32.067
people would easily pay ten percent more.
00:17:32.207 --> 00:17:32.886
But you've got to do that
00:17:32.926 --> 00:17:33.688
value side for you.
00:17:33.708 --> 00:17:34.508
You got to you got to paint
00:17:34.528 --> 00:17:35.828
that picture so people understand it.
00:17:36.229 --> 00:17:36.689
Yep.
00:17:36.808 --> 00:17:38.390
And if your goal is to scale,
00:17:38.690 --> 00:17:40.010
can this allow you to even
00:17:40.070 --> 00:17:41.692
scale or is are they going to be like,
00:17:41.731 --> 00:17:43.833
hey, if you get beyond five clinics?
00:17:45.063 --> 00:17:46.344
We are going to need something new.
00:17:46.503 --> 00:17:47.663
If it's a billing system,
00:17:47.723 --> 00:17:48.585
like start thinking,
00:17:48.984 --> 00:17:50.105
where is your future state?
00:17:50.404 --> 00:17:52.086
You want to be a multi-locational clinic?
00:17:52.486 --> 00:17:53.567
Why not try and find a
00:17:53.606 --> 00:17:54.988
solution that can handle
00:17:55.008 --> 00:17:56.048
that instead of settling
00:17:56.087 --> 00:17:57.088
for something that's like, well,
00:17:58.388 --> 00:17:59.450
they specialize in me doing
00:17:59.470 --> 00:18:00.230
the billing for now.
00:18:00.369 --> 00:18:01.410
I don't know how to do the billing,
00:18:01.450 --> 00:18:02.290
but here we go.
00:18:02.990 --> 00:18:04.532
And in a few months time,
00:18:04.593 --> 00:18:05.773
I'll be able to get a different one.
00:18:05.913 --> 00:18:06.594
And then you're just
00:18:06.634 --> 00:18:07.734
constantly in a state of change.
00:18:08.035 --> 00:18:09.175
Yep.
00:18:09.215 --> 00:18:09.557
Now, Hunter,
00:18:09.576 --> 00:18:11.557
you've got the energy and the
00:18:11.617 --> 00:18:13.599
passion who could talk
00:18:13.640 --> 00:18:15.121
strategy around this all day,
00:18:15.161 --> 00:18:16.382
but you're also something a
00:18:16.402 --> 00:18:17.143
little bit different.
00:18:17.163 --> 00:18:18.503
You're an ordained minister.
00:18:19.344 --> 00:18:19.744
Yes.
00:18:19.944 --> 00:18:20.125
Yeah.
00:18:20.865 --> 00:18:22.787
How does that show up in your work at all?
00:18:22.826 --> 00:18:23.508
How does that it's got to
00:18:23.548 --> 00:18:24.628
come into play because it's in you.
00:18:25.338 --> 00:18:25.578
Right.
00:18:26.079 --> 00:18:27.539
If you ever need pet blessings,
00:18:27.601 --> 00:18:29.281
pet funerals, anything like that,
00:18:29.362 --> 00:18:31.482
that's really where it shines.
00:18:31.883 --> 00:18:32.743
It was a fun,
00:18:33.304 --> 00:18:35.986
boring high school challenge of like,
00:18:36.066 --> 00:18:36.645
I bet you won't get
00:18:36.665 --> 00:18:37.287
ordained when you turn
00:18:40.669 --> 00:18:41.809
Kept it up ever since.
00:18:41.849 --> 00:18:43.391
I think, I mean, like with Bryan Cranston,
00:18:43.411 --> 00:18:45.172
like all these big celebrities.
00:18:45.311 --> 00:18:45.632
Also,
00:18:45.751 --> 00:18:47.252
we all got ordained from the same group.
00:18:47.292 --> 00:18:48.633
So, you know, it's an elite crew.
00:18:48.933 --> 00:18:49.534
That's great.
00:18:49.814 --> 00:18:49.993
All right.
00:18:50.013 --> 00:18:51.535
We're going to do speed, speed round.
00:18:51.575 --> 00:18:52.315
Three questions.
00:18:52.375 --> 00:18:53.096
Rapid fire.
00:18:53.115 --> 00:18:53.635
You ready, Hunter?
00:18:53.955 --> 00:18:54.616
Let's do it.
00:18:54.656 --> 00:18:54.876
All right.
00:18:54.916 --> 00:18:56.538
Give me a simple system or
00:18:56.678 --> 00:18:59.159
habit that any practice can
00:18:59.199 --> 00:19:01.339
put in place tomorrow to
00:19:01.420 --> 00:19:03.622
better track referrals or reactivations.
00:19:03.682 --> 00:19:04.781
Is there something simple?
00:19:05.102 --> 00:19:06.143
Doesn't need to be expensive,
00:19:06.603 --> 00:19:07.624
but what would you suggest?
00:19:08.564 --> 00:19:10.546
a spreadsheet track when you
00:19:10.586 --> 00:19:12.086
get a lead added in there
00:19:12.367 --> 00:19:13.808
and then see how many leads
00:19:13.828 --> 00:19:15.351
came in and how many got scheduled.
00:19:16.050 --> 00:19:17.291
And I think that's huge just
00:19:17.333 --> 00:19:18.133
to help with that.
00:19:18.153 --> 00:19:19.074
And then you also have a
00:19:19.134 --> 00:19:21.215
list that if they didn't
00:19:21.596 --> 00:19:22.837
come in for whatever reason,
00:19:23.218 --> 00:19:25.160
because maybe they're too costly,
00:19:25.220 --> 00:19:26.221
whatever that might be,
00:19:26.280 --> 00:19:27.702
you can then pull from that
00:19:27.762 --> 00:19:29.663
well later on down the line.
00:19:30.605 --> 00:19:31.405
If it doesn't get measured,
00:19:31.425 --> 00:19:32.365
it's not going to get improved.
00:19:32.405 --> 00:19:33.346
We know that.
00:19:33.386 --> 00:19:34.867
Can you share a case where a
00:19:35.028 --> 00:19:36.288
PT practice you've worked
00:19:36.327 --> 00:19:37.949
with made a small change
00:19:38.229 --> 00:19:40.691
but saw big results in one
00:19:40.711 --> 00:19:41.790
of their big pain points?
00:19:42.271 --> 00:19:43.451
Yeah.
00:19:43.491 --> 00:19:44.192
Secret calling.
00:19:44.633 --> 00:19:45.713
Having someone call your
00:19:45.894 --> 00:19:48.355
practice to hear what your
00:19:48.434 --> 00:19:49.175
people are saying.
00:19:49.976 --> 00:19:51.596
I was told I was calling somebody.
00:19:51.616 --> 00:19:52.037
I said, hey,
00:19:52.076 --> 00:19:54.439
my grandfather just had hip replacement.
00:19:54.479 --> 00:19:55.058
Can you treat him?
00:19:55.659 --> 00:19:56.380
And the answer was no.
00:19:57.038 --> 00:19:59.102
It's like what you accept Medicare.
00:19:59.123 --> 00:20:00.243
There's no reason not to.
00:20:00.305 --> 00:20:01.046
So just again,
00:20:01.066 --> 00:20:02.228
finding these little things
00:20:02.268 --> 00:20:03.789
that create pain points for
00:20:03.829 --> 00:20:05.113
you as a practice and for
00:20:05.133 --> 00:20:06.855
your patients that doesn't
00:20:06.875 --> 00:20:09.339
take much work to call or have a
00:20:10.338 --> 00:20:11.779
friend call and go through
00:20:11.799 --> 00:20:12.921
the process and just see
00:20:12.980 --> 00:20:14.121
what's it like for them.
00:20:14.521 --> 00:20:14.721
Yeah.
00:20:14.781 --> 00:20:15.821
Where's the leak, man?
00:20:15.862 --> 00:20:16.803
Plumbers will tell you that
00:20:16.883 --> 00:20:18.564
is when you're trying to find a leak,
00:20:18.584 --> 00:20:19.565
you don't turn the water off.
00:20:19.585 --> 00:20:20.704
You turn the water up and
00:20:20.724 --> 00:20:21.766
you try to go through that
00:20:21.786 --> 00:20:23.166
and see where the, uh, the bleed is.
00:20:23.186 --> 00:20:24.788
Uh, what's a book,
00:20:25.008 --> 00:20:26.848
a movie or a podcast that
00:20:26.868 --> 00:20:28.329
you'd recommend for someone?
00:20:28.769 --> 00:20:29.371
It doesn't have to be
00:20:29.431 --> 00:20:30.570
physical therapy related,
00:20:30.611 --> 00:20:31.432
but it's something that
00:20:31.592 --> 00:20:32.932
inspired or educated you
00:20:32.952 --> 00:20:35.994
that you've consumed in the last year.
00:20:36.115 --> 00:20:36.355
Ooh, yeah.
00:20:38.354 --> 00:20:40.455
I would say Extreme
00:20:40.496 --> 00:20:41.876
Ownership by Jocko Willink.
00:20:42.137 --> 00:20:43.719
That is one of my all-time
00:20:43.759 --> 00:20:44.960
favorite books that I try
00:20:44.980 --> 00:20:46.000
and read annually.
00:20:46.461 --> 00:20:47.583
And it just kind of helps
00:20:47.682 --> 00:20:50.545
reframe whatever I'm trying to do.
00:20:50.625 --> 00:20:52.787
If it's a new role, a new challenge,
00:20:52.807 --> 00:20:54.249
or just a refresher on, hey,
00:20:54.628 --> 00:20:56.009
how can I grow as a person?
00:20:56.451 --> 00:20:58.172
And I think it's cool because it helps you
00:20:59.053 --> 00:21:00.712
no matter where you are in a clinic,
00:21:01.334 --> 00:21:02.634
understand how you can
00:21:02.693 --> 00:21:05.315
contribute in that role and
00:21:05.535 --> 00:21:07.214
help influence up the chain
00:21:07.494 --> 00:21:08.714
and below the chain.
00:21:08.734 --> 00:21:09.756
So I think that one would
00:21:09.796 --> 00:21:12.276
probably be the best.
00:21:13.136 --> 00:21:13.477
Yeah.
00:21:13.517 --> 00:21:15.436
Former Navy SEAL, Jocko, he's famous.
00:21:15.477 --> 00:21:16.616
If you follow him on social media,
00:21:16.656 --> 00:21:18.097
he's always taking pictures
00:21:18.137 --> 00:21:19.018
of his watch because he's
00:21:19.038 --> 00:21:19.877
always getting up at like
00:21:19.998 --> 00:21:21.778
zero dark thirty and saying, listen,
00:21:22.179 --> 00:21:23.078
if you want to get after it,
00:21:23.098 --> 00:21:23.898
you got to get out of bed a
00:21:23.919 --> 00:21:24.878
little earlier every morning.
00:21:24.898 --> 00:21:25.720
So he gets out of bed like
00:21:25.740 --> 00:21:26.640
four thirty in the morning.
00:21:27.087 --> 00:21:27.428
Yes.
00:21:27.627 --> 00:21:31.030
His good philosophy makes me
00:21:31.050 --> 00:21:32.291
want to run through a wall all the time.
00:21:32.311 --> 00:21:32.592
Yeah.
00:21:33.292 --> 00:21:34.032
If people wanted to reach
00:21:34.093 --> 00:21:35.094
out to you and connect with you,
00:21:35.114 --> 00:21:36.134
what's the best way to do it?
00:21:36.755 --> 00:21:36.974
Yeah.
00:21:37.035 --> 00:21:37.455
LinkedIn.
00:21:37.635 --> 00:21:38.496
That is the easiest.
00:21:38.516 --> 00:21:39.737
I'm super active on LinkedIn.
00:21:40.258 --> 00:21:40.857
Hunter recorder.
00:21:40.958 --> 00:21:41.878
Pretty easy to find.
00:21:43.059 --> 00:21:45.662
And yeah, that's DM me slide in that way.
00:21:45.682 --> 00:21:46.862
I'm sure my email and
00:21:46.902 --> 00:21:47.742
everything else is on there.
00:21:47.762 --> 00:21:48.544
So if that's easier.
00:21:49.461 --> 00:21:50.021
There you go.
00:21:50.462 --> 00:21:50.722
Love it.
00:21:50.903 --> 00:21:51.123
Hunter,
00:21:51.163 --> 00:21:52.523
appreciate the time doing a rapid
00:21:52.564 --> 00:21:54.845
fire episode here with us on PT Pinecast.
00:21:55.224 --> 00:21:56.226
Thanks for doing what you do
00:21:56.246 --> 00:21:57.067
for this profession, man.
00:21:57.106 --> 00:21:57.686
We appreciate it.
00:21:58.047 --> 00:21:58.227
Yeah.
00:21:58.326 --> 00:21:58.647
Awesome.
00:21:58.667 --> 00:21:59.127
Thanks for having me.