WEBVTT 00:00:10.891 --> 00:00:12.192 Starting to feel more and 00:00:12.211 --> 00:00:13.231 more like a morning show. 00:00:13.252 --> 00:00:13.811 I'm like, you know, 00:00:13.891 --> 00:00:15.973 getting the sleep out of my eyes. 00:00:16.112 --> 00:00:17.173 PT Breakfast Club. 00:00:17.954 --> 00:00:18.954 Thanksgiving week. 00:00:19.114 --> 00:00:20.675 Are we doing a show on Thursday? 00:00:20.695 --> 00:00:22.036 Are we wearing turkeys on our head? 00:00:22.056 --> 00:00:24.696 Are we eating stuff for breakfast? 00:00:25.417 --> 00:00:27.257 I would say let's take the day off. 00:00:27.338 --> 00:00:28.797 Maybe I'll put together like 00:00:28.838 --> 00:00:31.420 a clip episode that I could just share. 00:00:32.100 --> 00:00:33.000 Yeah. 00:00:33.299 --> 00:00:34.060 I would like to say... 00:00:35.429 --> 00:00:36.551 Two days before Thanksgiving 00:00:37.091 --> 00:00:38.712 that I am very thankful to 00:00:38.752 --> 00:00:39.552 both of you guys. 00:00:39.832 --> 00:00:40.593 How much you've supported 00:00:40.612 --> 00:00:41.573 what I've done this year 00:00:41.613 --> 00:00:43.594 and last year and all the time, actually. 00:00:44.316 --> 00:00:45.676 I just have so much fun doing this. 00:00:46.277 --> 00:00:48.137 And I get to speak with you guys. 00:00:48.819 --> 00:00:49.518 Super smart. 00:00:49.679 --> 00:00:50.700 And we get to bounce ideas 00:00:50.759 --> 00:00:51.380 off of each other. 00:00:52.960 --> 00:00:55.063 And the side bonus of 00:00:55.103 --> 00:00:55.902 there's other people that 00:00:55.942 --> 00:00:57.584 like it and watch it and 00:00:57.603 --> 00:00:59.244 send me emails and messages and all that. 00:00:59.265 --> 00:00:59.865 So I just want to say... 00:01:00.786 --> 00:01:01.847 Obviously, there's other things. 00:01:02.548 --> 00:01:04.129 My son was born this year, my wife, 00:01:04.209 --> 00:01:05.950 all that family, of course, thankful. 00:01:06.370 --> 00:01:08.632 I just want to say, Jimmy and Tony, 00:01:08.731 --> 00:01:09.753 I'm thankful for both of you. 00:01:10.233 --> 00:01:14.197 Absolutely, Dave. 00:01:14.216 --> 00:01:14.417 All right. 00:01:14.656 --> 00:01:15.658 What are we kicking off with? 00:01:16.796 --> 00:01:18.516 Um, we had some interaction going on this, 00:01:18.876 --> 00:01:19.537 uh, in the, uh, 00:01:19.617 --> 00:01:20.777 in the chat that we share. 00:01:21.557 --> 00:01:23.138 And I actually, as I was, you know, 00:01:23.197 --> 00:01:24.317 making my coffee this morning, 00:01:24.358 --> 00:01:26.418 I saw another video and I 00:01:26.438 --> 00:01:27.218 got in trouble for playing 00:01:27.259 --> 00:01:28.599 the audio of that Gary Vee video, 00:01:28.638 --> 00:01:30.078 by the way, on YouTube, YouTube is like, 00:01:30.118 --> 00:01:31.079 yeah, you can't use that. 00:01:31.120 --> 00:01:31.959 I'm like, oh yeah, my bad. 00:01:32.159 --> 00:01:32.920 So I won't do that anymore. 00:01:33.280 --> 00:01:34.521 So used to doing it on the radio. 00:01:34.561 --> 00:01:35.540 Like no one, no one cared. 00:01:36.421 --> 00:01:37.141 Um, 00:01:37.161 --> 00:01:40.481 the video showed a guy who was handing 00:01:40.522 --> 00:01:41.762 out water for free and the 00:01:41.781 --> 00:01:43.382 name of the water was free water. 00:01:43.423 --> 00:01:43.763 Pretty good. 00:01:44.784 --> 00:01:46.424 Except their business model 00:01:46.465 --> 00:01:47.626 was like a little bit different. 00:01:47.665 --> 00:01:48.346 They just turned it. 00:01:49.387 --> 00:01:50.567 So they don't sell water. 00:01:50.587 --> 00:01:51.668 They give water away. 00:01:52.790 --> 00:01:54.031 But the way they make their money is... 00:01:55.384 --> 00:01:56.465 They let companies advertise 00:01:56.484 --> 00:01:57.465 on the container. 00:01:57.686 --> 00:01:58.406 And I'm like, well, 00:01:59.046 --> 00:02:01.409 that's what CBS and NBC does, right? 00:02:01.468 --> 00:02:03.870 Like they give you the ER or 00:02:03.950 --> 00:02:07.034 Friends or Seinfeld for free, right? 00:02:07.054 --> 00:02:07.993 You got to pay for cable though. 00:02:08.014 --> 00:02:09.034 So that was a little twist in there. 00:02:09.915 --> 00:02:10.977 They give it to you for free, 00:02:11.097 --> 00:02:12.217 but then they get to put, you know, 00:02:12.277 --> 00:02:13.639 Cadillac commercials and 00:02:13.679 --> 00:02:14.719 Kleenex commercials and 00:02:14.740 --> 00:02:16.520 Clorox commercials in there. 00:02:16.540 --> 00:02:17.481 And I just thought this was, 00:02:18.182 --> 00:02:19.044 it's an innovative model. 00:02:19.063 --> 00:02:20.204 It's not like I haven't heard it before. 00:02:20.925 --> 00:02:21.525 but I thought it was a 00:02:21.604 --> 00:02:22.885 unique twist because Tony, 00:02:22.906 --> 00:02:23.687 you were talking about, 00:02:23.766 --> 00:02:24.787 and I gotta be honest yesterday, 00:02:24.806 --> 00:02:25.788 I was like doing a lot of 00:02:25.828 --> 00:02:27.128 work and I was watching you 00:02:27.149 --> 00:02:28.370 guys fire messages back and 00:02:28.389 --> 00:02:29.030 forth in the chat. 00:02:29.349 --> 00:02:30.070 You were talking about a 00:02:30.091 --> 00:02:30.850 little bit of a model, 00:02:31.031 --> 00:02:31.752 a little bit of a twist on 00:02:31.812 --> 00:02:33.193 a model that had to do with 00:02:33.233 --> 00:02:34.873 physical products and physical therapy. 00:02:34.954 --> 00:02:36.253 Like walk us, walk me through that. 00:02:36.313 --> 00:02:37.875 So while I'm waking up here 00:02:37.895 --> 00:02:38.996 so I can wrap my head around it, 00:02:39.015 --> 00:02:40.417 it felt like free water, 00:02:40.757 --> 00:02:42.258 free water.io was like this 00:02:42.598 --> 00:02:43.338 thing that seemed like it 00:02:43.359 --> 00:02:45.060 was straightforward, but it took a twist. 00:02:45.639 --> 00:02:46.939 So you and my twelve year 00:02:46.960 --> 00:02:47.961 old must be watching the 00:02:47.980 --> 00:02:49.221 same content because he 00:02:49.241 --> 00:02:51.161 came up to me yesterday and I was like, 00:02:51.580 --> 00:02:51.921 Dad, 00:02:51.961 --> 00:02:53.762 there's this company that give away 00:02:53.801 --> 00:02:55.801 free water if you advertise 00:02:55.842 --> 00:02:56.423 on the bottle. 00:02:57.723 --> 00:02:58.022 But yeah, 00:02:58.043 --> 00:02:59.423 that's been around for a couple of years. 00:02:59.562 --> 00:03:00.663 I remember, you know, 00:03:00.723 --> 00:03:02.024 we had looked into putting 00:03:02.084 --> 00:03:03.623 advertisements on bottles. 00:03:04.063 --> 00:03:05.685 She's like fifteen years ago. 00:03:07.225 --> 00:03:09.548 But yesterday's conversation, 00:03:09.888 --> 00:03:11.530 I interviewed Joseph Lowe. 00:03:11.810 --> 00:03:13.972 I know Dave's connected with him, 00:03:14.271 --> 00:03:15.592 and we talked about that. 00:03:16.734 --> 00:03:18.936 He's basically starting a PT 00:03:18.955 --> 00:03:19.676 supply company. 00:03:19.717 --> 00:03:21.278 It's called Pure PT Supply. 00:03:21.618 --> 00:03:22.960 This is not an endorsement. 00:03:23.080 --> 00:03:24.421 It's just the name of the company. 00:03:25.122 --> 00:03:26.082 And we were talking. 00:03:26.263 --> 00:03:26.804 There you go. 00:03:27.104 --> 00:03:27.884 Those are his bands. 00:03:27.905 --> 00:03:29.006 One of his bands, yep. 00:03:29.425 --> 00:03:29.725 Yeah. 00:03:30.247 --> 00:03:31.948 So I was thinking about it. 00:03:31.987 --> 00:03:33.269 Now, again, I'm like, 00:03:33.709 --> 00:03:34.810 how do we start the 00:03:34.849 --> 00:03:36.150 conversation where the 00:03:36.189 --> 00:03:37.931 patient is rather than 00:03:37.991 --> 00:03:39.573 where we want the patient to be? 00:03:40.772 --> 00:03:42.555 A patient with low back pain 00:03:42.775 --> 00:03:44.536 isn't immediately thinking, 00:03:44.735 --> 00:03:45.796 I need physical therapy. 00:03:45.856 --> 00:03:46.576 They're not thinking, 00:03:46.757 --> 00:03:47.937 I need to hire Dave Kittles. 00:03:48.258 --> 00:03:50.098 They're thinking my back hurts. 00:03:50.338 --> 00:03:51.479 I need this to stop. 00:03:51.960 --> 00:03:53.700 Maybe they're thinking I want a massager. 00:03:53.961 --> 00:03:56.282 Maybe they're like a physical device, 00:03:56.382 --> 00:03:58.323 a seat, a massage gun. 00:03:58.543 --> 00:03:58.782 You know, 00:03:59.163 --> 00:04:01.324 maybe they're thinking I need a cream, 00:04:01.365 --> 00:04:02.085 an ointment. 00:04:02.224 --> 00:04:04.825 I need a blue emu or something like that. 00:04:05.246 --> 00:04:05.787 So I'm like, 00:04:06.266 --> 00:04:08.407 how do we inject ourselves in 00:04:08.448 --> 00:04:09.868 the conversation earlier? 00:04:10.489 --> 00:04:11.128 And I said, well, 00:04:11.308 --> 00:04:12.289 what if and I don't know 00:04:12.330 --> 00:04:13.911 anything about Facebook ads, but I'm like, 00:04:13.971 --> 00:04:16.271 what if we run ads for products? 00:04:17.276 --> 00:04:19.096 that target our ideal 00:04:19.137 --> 00:04:21.598 demographic gets us into 00:04:21.639 --> 00:04:23.000 the conversation earlier. 00:04:23.040 --> 00:04:23.860 And Dave and I have talked 00:04:23.880 --> 00:04:26.062 about this for a decade where it's like, 00:04:26.081 --> 00:04:28.083 all right, you have the physical product, 00:04:28.103 --> 00:04:29.463 you sell the physical product. 00:04:29.504 --> 00:04:30.264 Maybe you make a little 00:04:30.285 --> 00:04:31.766 commission on that enough 00:04:31.786 --> 00:04:33.127 to cover the cost of the ad. 00:04:33.646 --> 00:04:34.927 but then the next level of 00:04:34.968 --> 00:04:36.088 that is you sell the 00:04:36.127 --> 00:04:37.689 product with a digital 00:04:37.728 --> 00:04:39.709 product that I create so 00:04:39.730 --> 00:04:40.290 it's like you're going to 00:04:40.310 --> 00:04:42.091 buy a tens unit the tens 00:04:42.192 --> 00:04:44.273 unit is thirty dollars the 00:04:44.312 --> 00:04:46.014 tens unit plus my digital 00:04:46.053 --> 00:04:47.154 course showing you how to 00:04:47.254 --> 00:04:48.375 use the tens unit where to 00:04:48.454 --> 00:04:49.596 use the tens unit plus 00:04:49.636 --> 00:04:51.596 stretches and exercises to 00:04:51.697 --> 00:04:53.158 supplement the tens unit 00:04:53.398 --> 00:04:54.678 that's ninety nine dollars 00:04:55.338 --> 00:04:57.401 Or the premier offer is 00:04:57.540 --> 00:04:58.701 three hundred dollars. 00:04:59.122 --> 00:05:01.084 You get a live one on one with me, 00:05:01.184 --> 00:05:02.365 either in person or through 00:05:02.386 --> 00:05:03.567 telehealth virtually. 00:05:03.947 --> 00:05:05.749 You get the digital product 00:05:05.769 --> 00:05:07.951 that I created and you get the TENS unit. 00:05:07.971 --> 00:05:09.531 But the idea is the physical 00:05:09.591 --> 00:05:10.913 product is what brings that 00:05:10.973 --> 00:05:12.935 person to the ecosystem. 00:05:14.235 --> 00:05:15.858 That's kind of where we were talking. 00:05:15.877 --> 00:05:16.999 That's what I was thinking. 00:05:18.922 --> 00:05:20.562 A lot of this this week is top of mind. 00:05:21.923 --> 00:05:23.483 My mom in terms of physical 00:05:23.543 --> 00:05:25.944 products or stuff along this, this route. 00:05:26.324 --> 00:05:27.665 My mom this past week just 00:05:27.704 --> 00:05:29.906 spent let me let me let me ask you guys. 00:05:29.925 --> 00:05:31.526 Okay. 00:05:31.565 --> 00:05:33.927 Custom molded orthotics from some store. 00:05:35.226 --> 00:05:36.028 Three sets. 00:05:36.827 --> 00:05:37.348 Guess how much? 00:05:40.233 --> 00:05:42.074 So back in my day, back in my day, 00:05:42.696 --> 00:05:43.596 it was three hundred 00:05:43.637 --> 00:05:46.838 dollars to do the blue foam like imprint, 00:05:47.019 --> 00:05:48.420 get the custom orthotic, 00:05:48.581 --> 00:05:50.422 get it delivered and issued 00:05:50.461 --> 00:05:51.043 to the person. 00:05:51.122 --> 00:05:51.983 It was three hundred dollars 00:05:52.023 --> 00:05:54.685 for one pair of custom orthotics. 00:05:54.704 --> 00:05:55.485 And this is going back 00:05:55.505 --> 00:05:56.466 fifteen or twenty years. 00:05:56.487 --> 00:06:01.810 So I've got to think a thousand dollars. 00:06:02.071 --> 00:06:02.512 Jimmy. 00:06:02.531 --> 00:06:02.612 Yeah, 00:06:02.632 --> 00:06:03.812 I was going to go like I was going to 00:06:03.833 --> 00:06:04.153 say less. 00:06:04.173 --> 00:06:05.314 I was going to say six hundred bucks. 00:06:06.608 --> 00:06:08.228 Try sixteen hundred dollars. 00:06:08.389 --> 00:06:09.209 Wow. 00:06:09.329 --> 00:06:12.432 And what's amazing, by the way, and mom, 00:06:12.471 --> 00:06:13.192 you know, if you're listening, 00:06:14.213 --> 00:06:15.072 it is what it is, mom. 00:06:15.874 --> 00:06:18.875 She did pay briefly out of 00:06:18.915 --> 00:06:20.036 pocket for physical therapy, 00:06:20.076 --> 00:06:21.817 but she also has Medicare and said, 00:06:21.836 --> 00:06:22.057 you know, 00:06:22.077 --> 00:06:23.658 I'd rather do Medicare physical therapy. 00:06:23.778 --> 00:06:25.579 OK, didn't really go down that route, 00:06:25.600 --> 00:06:26.839 like like went to a brick 00:06:26.860 --> 00:06:28.081 and mortar place that did 00:06:28.620 --> 00:06:30.122 Medicare physical therapy, which is fine. 00:06:30.963 --> 00:06:34.324 Didn't opt to do the home Medicare thing. 00:06:34.764 --> 00:06:37.567 Physical therapy, basically for free. 00:06:38.947 --> 00:06:41.350 But so like kind of in my opinion, 00:06:41.410 --> 00:06:42.670 like maybe Penny pinches 00:06:42.690 --> 00:06:44.771 around the service part of it. 00:06:45.252 --> 00:06:45.932 But then the physical 00:06:45.973 --> 00:06:48.235 product side drops sixteen 00:06:48.295 --> 00:06:49.755 hundred at a place called 00:06:49.975 --> 00:06:51.297 the Good Feet Store or 00:06:51.336 --> 00:06:53.197 whatever in South Jersey. 00:06:54.178 --> 00:06:55.040 So obviously they already 00:06:55.060 --> 00:06:56.141 had like the store is all 00:06:56.182 --> 00:06:58.144 just like insoles and orthotics. 00:06:58.204 --> 00:07:00.168 And I guess they sell shoes 00:07:00.187 --> 00:07:01.529 and they try to also sell 00:07:01.569 --> 00:07:02.331 her a pair of Brooks 00:07:02.370 --> 00:07:03.132 running shoes for one 00:07:03.151 --> 00:07:04.274 hundred forty five dollars that. 00:07:04.634 --> 00:07:05.014 And I was like, 00:07:05.154 --> 00:07:06.115 I don't even pay one forty 00:07:06.137 --> 00:07:07.158 five for Brooks running shoes, 00:07:07.177 --> 00:07:08.680 like maybe maybe one twenty. 00:07:09.081 --> 00:07:10.463 You know, your special day. 00:07:11.382 --> 00:07:11.583 Yeah. 00:07:11.663 --> 00:07:15.625 I mean, so it's wild how people will spend, 00:07:16.586 --> 00:07:18.007 they have some money and they're like, 00:07:18.067 --> 00:07:19.329 where do I want to really spend it? 00:07:19.348 --> 00:07:20.730 And some people will do the service, 00:07:20.769 --> 00:07:22.372 like my type of ideal client. 00:07:22.911 --> 00:07:23.952 And then other clients who 00:07:23.973 --> 00:07:26.074 my mom and my dad are not my ideal client, 00:07:26.375 --> 00:07:27.175 which is hilarious. 00:07:27.555 --> 00:07:28.276 They will then, 00:07:28.937 --> 00:07:29.916 I'd rather spend it on this 00:07:29.956 --> 00:07:30.577 physical thing. 00:07:30.658 --> 00:07:31.379 So Tony, 00:07:31.478 --> 00:07:33.800 this is right up your alley and this is, 00:07:34.240 --> 00:07:35.201 we're going to get into it more, but 00:07:35.982 --> 00:07:37.142 Um, it's a great idea. 00:07:37.223 --> 00:07:38.504 And especially Tony used to 00:07:38.524 --> 00:07:40.245 do this with the tens unit and this, 00:07:40.386 --> 00:07:41.065 that whole offering that 00:07:41.086 --> 00:07:41.747 you were talking about. 00:07:42.548 --> 00:07:43.387 And you can have those two 00:07:43.408 --> 00:07:45.649 or three offers on the same landing page. 00:07:45.670 --> 00:07:46.630 So they click on the ad, 00:07:46.951 --> 00:07:47.791 they go to the landing page. 00:07:47.831 --> 00:07:48.773 And like Tony said, 00:07:49.072 --> 00:07:50.915 it could be first price for 00:07:51.154 --> 00:07:53.016 the tens unit only the second price, 00:07:53.076 --> 00:07:54.016 a little bit higher for 00:07:54.317 --> 00:07:55.718 tens unit plus digital course, 00:07:56.199 --> 00:07:58.800 third option, most expensive tens unit. 00:07:59.541 --> 00:08:01.923 digital course and a custom 00:08:02.184 --> 00:08:03.985 like telehealth visit in person visit, 00:08:04.005 --> 00:08:04.286 whatever. 00:08:04.766 --> 00:08:06.949 So I'm not doing this right now. 00:08:07.149 --> 00:08:09.591 But I'm certainly reminded 00:08:09.651 --> 00:08:10.771 of it on how it can work 00:08:10.812 --> 00:08:11.812 and how I can maybe get 00:08:11.853 --> 00:08:13.233 some of these consumers 00:08:13.254 --> 00:08:14.035 that are not my ideal 00:08:14.074 --> 00:08:15.475 clients maybe migrate my 00:08:15.516 --> 00:08:16.778 way on the continuum. 00:08:17.458 --> 00:08:18.259 Scott wants to know how they 00:08:18.278 --> 00:08:19.199 fit her for the orthotics. 00:08:20.759 --> 00:08:22.442 I'll have to ask her specifically, but she, 00:08:22.581 --> 00:08:23.442 she said an imprint. 00:08:23.463 --> 00:08:25.605 So it sounded more than just the, 00:08:25.685 --> 00:08:26.646 I know there's some devices 00:08:26.706 --> 00:08:28.848 now where you can do like a digital scan, 00:08:29.550 --> 00:08:30.790 but it sounded like almost 00:08:30.831 --> 00:08:31.891 like the classic way, 00:08:32.312 --> 00:08:33.413 some type of a mold. 00:08:33.874 --> 00:08:34.634 And then from that mold, 00:08:34.654 --> 00:08:37.138 they made three sets while she was there, 00:08:37.538 --> 00:08:38.438 which is kind of impressive. 00:08:38.458 --> 00:08:39.539 I don't know how long she was there, 00:08:40.280 --> 00:08:40.841 but to sell 00:08:43.043 --> 00:08:44.224 a good you have to have good 00:08:44.264 --> 00:08:45.424 marketing you have to have 00:08:45.445 --> 00:08:46.904 a good sales pitch with the 00:08:47.225 --> 00:08:48.046 with the person who's 00:08:48.405 --> 00:08:49.985 helping you with this my 00:08:50.005 --> 00:08:50.807 mom sent me a screenshot 00:08:50.826 --> 00:08:51.706 they sent her even like a 00:08:52.006 --> 00:08:53.628 google calendar invite for 00:08:53.648 --> 00:08:54.687 like this appointment so 00:08:54.707 --> 00:08:56.149 this is like all that is 00:08:56.188 --> 00:08:57.589 dialed in everything is 00:08:57.668 --> 00:08:58.808 legit but um to answer 00:08:58.830 --> 00:08:59.789 scott's question yeah 00:08:59.850 --> 00:09:01.490 molded this just this just 00:09:01.529 --> 00:09:02.530 highlights the order of 00:09:02.591 --> 00:09:05.831 events right like costco's 00:09:06.011 --> 00:09:07.412 hot dog right has remained 00:09:07.432 --> 00:09:08.832 a dollar for billion years like 00:09:10.153 --> 00:09:11.255 If you're deciding where to 00:09:11.296 --> 00:09:12.438 shop that day and you're like, yeah, 00:09:12.499 --> 00:09:13.421 I could use a hot dog. 00:09:14.482 --> 00:09:15.885 So they lose money on the hot dog, 00:09:15.905 --> 00:09:16.888 but they understand what to 00:09:16.908 --> 00:09:17.688 do to get you in. 00:09:17.750 --> 00:09:19.332 So I think it's a little bit 00:09:19.373 --> 00:09:20.434 different here because... 00:09:21.581 --> 00:09:23.381 The physical product, I mean, some PTs, 00:09:23.402 --> 00:09:25.423 we've talked about this before, feel icky, 00:09:25.702 --> 00:09:26.482 like selling it. 00:09:26.503 --> 00:09:27.383 They'd rather just tell you to, 00:09:27.523 --> 00:09:28.163 they'd rather just look 00:09:28.203 --> 00:09:29.024 over your shoulder and show 00:09:29.043 --> 00:09:29.943 you what to get on Amazon. 00:09:30.065 --> 00:09:31.044 And then that transaction is 00:09:31.085 --> 00:09:31.884 done and that's fine. 00:09:32.085 --> 00:09:33.186 There's a hundred percent fine. 00:09:33.926 --> 00:09:35.027 But this is a unique twist 00:09:35.047 --> 00:09:36.326 where it puts the product first, 00:09:36.826 --> 00:09:38.347 where normally we'd have our, you know, 00:09:38.388 --> 00:09:40.009 Peace Corps gene and say, no, 00:09:40.269 --> 00:09:41.408 that's not gonna help you. 00:09:41.448 --> 00:09:42.149 It's like, I don't know, 00:09:42.190 --> 00:09:43.190 it helps some people or 00:09:43.230 --> 00:09:44.711 else those things wouldn't sell. 00:09:45.410 --> 00:09:47.292 So can you use that attention? 00:09:47.312 --> 00:09:49.692 So like in every one of these models, 00:09:50.495 --> 00:09:51.576 attention comes first. 00:09:52.115 --> 00:09:52.756 It's just, what are you, 00:09:52.856 --> 00:09:53.557 what are you trying to 00:09:53.616 --> 00:09:55.298 shine the light on to get 00:09:55.317 --> 00:09:55.918 them in the door? 00:09:56.119 --> 00:09:56.958 The traditional manner 00:09:57.259 --> 00:09:58.220 manner is you put a giant 00:09:58.279 --> 00:09:59.260 sign outside your clinic, 00:09:59.500 --> 00:10:00.861 you write physical and 00:10:01.022 --> 00:10:02.682 therapy as big as you can. 00:10:02.964 --> 00:10:05.125 Maybe you put a cadetious, right? 00:10:05.144 --> 00:10:05.885 The staff with the, 00:10:06.145 --> 00:10:07.265 with the snakes around it, 00:10:07.306 --> 00:10:08.527 the said that she should show this. 00:10:08.567 --> 00:10:09.707 Like we are medical. 00:10:09.967 --> 00:10:11.609 We are not like those other guys, 00:10:11.649 --> 00:10:13.730 those snake oil salesmen, which is ironic, 00:10:13.770 --> 00:10:13.951 right? 00:10:14.010 --> 00:10:17.332 Our cadetious has two snakes on it. 00:10:17.613 --> 00:10:19.434 We don't sell the oil, just the snakes. 00:10:19.654 --> 00:10:19.794 Yeah. 00:10:20.836 --> 00:10:22.296 But what you're doing is you're saying, 00:10:22.756 --> 00:10:23.476 hey, listen, 00:10:23.496 --> 00:10:24.457 if you're going to get this anyway, 00:10:24.498 --> 00:10:26.739 like here is a suggestion, by the way, 00:10:26.798 --> 00:10:27.418 dot, dot, dot. 00:10:27.698 --> 00:10:29.000 So you're using this as you're like, 00:10:29.740 --> 00:10:31.701 this is your this is your taste test. 00:10:32.201 --> 00:10:33.822 This is your if you're going 00:10:33.842 --> 00:10:34.863 to pick this poison anyway, 00:10:34.942 --> 00:10:35.803 I might as well be the one 00:10:36.264 --> 00:10:37.043 pointing you toward it. 00:10:37.083 --> 00:10:38.085 I can give you a good one. 00:10:38.625 --> 00:10:39.485 And then, by the way, 00:10:39.525 --> 00:10:40.525 if that didn't help or you 00:10:40.566 --> 00:10:42.366 want and a digital product, 00:10:42.407 --> 00:10:44.467 which is PT light or diet PT. 00:10:44.908 --> 00:10:45.629 And then if you'd like 00:10:45.649 --> 00:10:46.929 something in person right this way. 00:10:48.513 --> 00:10:48.673 Yeah. 00:10:48.712 --> 00:10:50.514 You know, it's funny for years, 00:10:50.914 --> 00:10:51.735 twenty years. 00:10:52.576 --> 00:10:53.236 That's all I did. 00:10:53.336 --> 00:10:54.317 I would put a sign on the 00:10:54.357 --> 00:10:55.158 front of the building that 00:10:55.177 --> 00:10:56.178 said physical therapy. 00:10:56.399 --> 00:10:57.440 It wouldn't have a name. 00:10:57.500 --> 00:10:58.441 It wouldn't have branding. 00:10:58.461 --> 00:10:59.581 It wouldn't have anything 00:11:00.081 --> 00:11:01.643 because I was effectively a 00:11:01.702 --> 00:11:03.845 vending machine producing 00:11:03.884 --> 00:11:05.966 billable units to insurance 00:11:05.985 --> 00:11:07.246 company beneficiaries. 00:11:08.327 --> 00:11:09.568 So I didn't want anything to 00:11:09.609 --> 00:11:10.389 interfere with that. 00:11:10.529 --> 00:11:12.871 I didn't want any personalization to it. 00:11:13.052 --> 00:11:14.592 I just wanted that vending 00:11:14.633 --> 00:11:15.673 machine sitting out there. 00:11:16.073 --> 00:11:17.315 With the big sign that said 00:11:17.775 --> 00:11:18.777 you can cash in your 00:11:19.437 --> 00:11:20.677 insurance benefits right 00:11:20.738 --> 00:11:22.080 here for physical therapy. 00:11:23.181 --> 00:11:24.282 Now things are changing. 00:11:25.143 --> 00:11:26.663 Now there's no value or 00:11:26.683 --> 00:11:28.125 there's less value in that 00:11:28.164 --> 00:11:29.285 kind of business model. 00:11:29.807 --> 00:11:30.908 If you're not going to scale, 00:11:30.967 --> 00:11:31.869 if you're not going to grow. 00:11:31.889 --> 00:11:33.509 And I think we talked about this before. 00:11:33.549 --> 00:11:35.251 Like I talked to Joey Albritton. 00:11:35.812 --> 00:11:36.793 is like if you're going to 00:11:36.812 --> 00:11:39.014 do a one person operation 00:11:39.173 --> 00:11:41.355 okay or you go to a four 00:11:41.394 --> 00:11:43.035 plus person operation 00:11:43.436 --> 00:11:44.436 you're gonna die in the 00:11:44.475 --> 00:11:45.456 middle if you're trying to 00:11:45.517 --> 00:11:46.977 run two or three providers 00:11:46.998 --> 00:11:48.378 because they're just not 00:11:48.437 --> 00:11:49.479 enough money there to 00:11:49.558 --> 00:11:50.960 support what those 00:11:51.019 --> 00:11:52.841 providers need and take on 00:11:52.860 --> 00:11:54.341 the risk of hiring those 00:11:54.380 --> 00:11:57.082 providers um but this 00:11:57.222 --> 00:11:59.124 bringing those physical products in now 00:11:59.943 --> 00:12:01.664 You guys know, but for people watching, 00:12:02.326 --> 00:12:04.847 Amazon influencer, Amazon affiliate, 00:12:04.868 --> 00:12:05.749 like I've been doing that 00:12:05.769 --> 00:12:06.950 for over a decade. 00:12:07.409 --> 00:12:09.051 When I do a video, 00:12:09.171 --> 00:12:10.532 put it on the Amazon 00:12:10.591 --> 00:12:13.475 influencer video program, that video, 00:12:13.534 --> 00:12:14.816 the title of that video 00:12:15.015 --> 00:12:16.736 shows up in YouTube search 00:12:16.917 --> 00:12:18.177 and Google search. 00:12:18.217 --> 00:12:18.499 Sorry. 00:12:19.619 --> 00:12:22.919 So I optimize SEO for that. 00:12:22.980 --> 00:12:24.779 And I've had people that are 00:12:24.820 --> 00:12:27.020 searching Google for products. 00:12:27.061 --> 00:12:28.260 They find the Amazon 00:12:28.321 --> 00:12:30.140 influencer video and these 00:12:30.181 --> 00:12:30.921 are my patients. 00:12:30.961 --> 00:12:32.022 And they're like, oh, my gosh, 00:12:32.162 --> 00:12:33.542 I was searching and I found 00:12:33.581 --> 00:12:35.221 you and your videos on Amazon. 00:12:35.981 --> 00:12:38.543 I'm like, yeah, I know that's intentional. 00:12:38.982 --> 00:12:40.342 But these are people that 00:12:40.363 --> 00:12:41.702 are looking for those products. 00:12:42.222 --> 00:12:43.244 We're just meeting them 00:12:43.364 --> 00:12:44.624 earlier in that journey. 00:12:45.130 --> 00:12:46.951 Could you do like the twist too? 00:12:47.371 --> 00:12:48.371 Here's a crazy idea. 00:12:48.731 --> 00:12:50.091 Could you do two videos? 00:12:50.412 --> 00:12:50.652 Dave, 00:12:50.711 --> 00:12:53.712 hold up those resistance bands again. 00:12:53.732 --> 00:12:54.852 Dave could do a video 00:12:54.913 --> 00:12:56.693 showing you five reasons 00:12:56.714 --> 00:12:58.474 why that resistance band is great. 00:12:59.073 --> 00:13:00.354 Dave could then have another 00:13:00.374 --> 00:13:02.134 video with different SEO 00:13:02.575 --> 00:13:03.695 about how this resistance 00:13:03.735 --> 00:13:05.395 band is the worst thing ever. 00:13:05.816 --> 00:13:06.875 Both of them have the link 00:13:06.916 --> 00:13:08.336 to the resistance band and 00:13:08.416 --> 00:13:09.436 both of them eventually 00:13:09.456 --> 00:13:10.657 land on Dave's website if 00:13:10.677 --> 00:13:11.437 you're in New York City. 00:13:11.996 --> 00:13:14.198 So the goal is attention, right? 00:13:14.278 --> 00:13:15.219 Like that's what it is. 00:13:16.801 --> 00:13:17.541 David is saying you're a 00:13:17.561 --> 00:13:18.341 trusted professional. 00:13:18.682 --> 00:13:20.403 You're doing a disservice, David thinks, 00:13:20.844 --> 00:13:21.924 to your patients by not 00:13:22.065 --> 00:13:23.085 offering professional grade 00:13:23.105 --> 00:13:23.806 products in your clinic. 00:13:24.066 --> 00:13:24.446 David? 00:13:25.386 --> 00:13:25.947 Thank you. 00:13:26.927 --> 00:13:28.067 I personally agree with you. 00:13:28.107 --> 00:13:29.927 When I walk into – if I'm 00:13:29.947 --> 00:13:30.548 hanging out with a 00:13:30.888 --> 00:13:32.908 triathlon coach and there's 00:13:33.009 --> 00:13:34.668 something that could have helped me, 00:13:34.989 --> 00:13:35.970 but they didn't offer it to 00:13:35.990 --> 00:13:38.129 me or suggest it to me, what do you do? 00:13:38.149 --> 00:13:38.830 What am I paying for? 00:13:38.850 --> 00:13:40.770 I thought I was paying for your expertise. 00:13:40.811 --> 00:13:41.650 I thought the stuff between 00:13:41.671 --> 00:13:43.051 your ears was the stuff I was paying for. 00:13:43.431 --> 00:13:44.611 If you thought there was a 00:13:44.652 --> 00:13:45.892 better seat for my bike 00:13:45.912 --> 00:13:47.552 that would make me hurt 00:13:47.611 --> 00:13:48.873 less or more – and you 00:13:48.952 --> 00:13:50.932 didn't offer it to me – 00:13:51.072 --> 00:13:51.192 Now, 00:13:51.712 --> 00:13:53.114 I understand where that line is or 00:13:53.134 --> 00:13:54.134 where some people might feel bad, 00:13:54.154 --> 00:13:54.634 which is like, 00:13:54.774 --> 00:13:55.775 are you suggesting it 00:13:55.796 --> 00:13:56.996 because you get ten bucks 00:13:57.017 --> 00:13:58.158 or are you suggesting it 00:13:58.198 --> 00:13:59.178 because it's a good coach? 00:13:59.580 --> 00:14:01.240 Dude, that's everywhere, right? 00:14:01.360 --> 00:14:01.461 So... 00:14:02.673 --> 00:14:03.274 Be good. 00:14:03.413 --> 00:14:04.955 Like an Amazon influencer 00:14:04.975 --> 00:14:05.914 program doesn't make people 00:14:05.955 --> 00:14:06.654 do shady things. 00:14:06.975 --> 00:14:08.296 Shady people are gonna shade. 00:14:08.576 --> 00:14:10.057 Good people are gonna do good things. 00:14:10.537 --> 00:14:11.697 So offer that out there. 00:14:12.357 --> 00:14:12.738 I don't know. 00:14:13.597 --> 00:14:14.418 The one thing Tony was just 00:14:14.437 --> 00:14:16.418 talking about with putting videos on, 00:14:16.538 --> 00:14:17.360 and I've never done this, 00:14:17.379 --> 00:14:18.399 but I've seen Tony do it 00:14:18.460 --> 00:14:19.360 and he's done it forever. 00:14:19.440 --> 00:14:20.740 He's one of the only 00:14:20.760 --> 00:14:21.681 physical therapists that does it. 00:14:22.000 --> 00:14:25.101 The fascinating sidebar of 00:14:25.142 --> 00:14:27.123 this is that consumers, 00:14:28.783 --> 00:14:29.644 I learned this through, I think, 00:14:29.683 --> 00:14:30.264 Chad Madden. 00:14:30.303 --> 00:14:31.404 I think Chad Madden mentioned this. 00:14:32.369 --> 00:14:35.770 Consumers like to stumble upon something. 00:14:36.692 --> 00:14:38.373 They have some... I don't know what it is. 00:14:38.472 --> 00:14:39.572 They have a feeling of like, 00:14:40.134 --> 00:14:42.154 I found this Easter egg, whatever. 00:14:43.255 --> 00:14:44.216 And then they pursue it 00:14:44.275 --> 00:14:46.778 sometimes more than if they 00:14:46.798 --> 00:14:47.538 were referred by a 00:14:47.577 --> 00:14:48.859 physician or referred by a 00:14:48.899 --> 00:14:50.019 running coach or the gym 00:14:50.100 --> 00:14:51.620 owner or word of mouth. 00:14:51.681 --> 00:14:52.701 And we know how... 00:14:54.361 --> 00:14:54.743 Word of mouth. 00:14:54.783 --> 00:14:56.082 We know how powerful word of mouth is. 00:14:56.604 --> 00:14:58.304 But the idea of a consumer 00:14:58.745 --> 00:15:00.125 searching something on Google, 00:15:00.385 --> 00:15:01.907 they see a little thumbnail 00:15:01.927 --> 00:15:03.048 preview of a video from 00:15:03.128 --> 00:15:04.889 Amazon about the product or 00:15:05.110 --> 00:15:05.990 close to the product that 00:15:06.009 --> 00:15:06.551 they were looking for. 00:15:06.571 --> 00:15:07.191 They click into that. 00:15:07.530 --> 00:15:08.011 Now, all of a sudden, 00:15:08.032 --> 00:15:09.351 they went from Google to Amazon. 00:15:10.113 --> 00:15:11.214 There's only videos of this 00:15:11.333 --> 00:15:12.695 physical therapist named Tony Maritato. 00:15:12.735 --> 00:15:14.336 So obviously, he's incredible. 00:15:14.355 --> 00:15:14.855 We know he is. 00:15:14.916 --> 00:15:16.096 But obviously, 00:15:16.116 --> 00:15:17.738 it means he's got some credibility, 00:15:17.778 --> 00:15:18.438 authority, all that. 00:15:18.999 --> 00:15:20.000 The consumer clicks on it, 00:15:20.019 --> 00:15:21.061 then they reach out to Tony. 00:15:21.600 --> 00:15:22.501 Maybe they're out of state 00:15:22.601 --> 00:15:23.143 and they want to do a 00:15:23.202 --> 00:15:24.283 telehealth visit or something. 00:15:25.528 --> 00:15:27.090 Tony, do you know what I'm talking? 00:15:27.110 --> 00:15:27.490 I don't know. 00:15:27.571 --> 00:15:28.490 Is there a term for this? 00:15:28.951 --> 00:15:29.993 I think and I might be 00:15:30.052 --> 00:15:31.053 bending this a little bit, 00:15:31.234 --> 00:15:32.674 but I feel like this falls 00:15:32.715 --> 00:15:33.875 under the IKEA effect. 00:15:34.296 --> 00:15:35.417 And the IKEA effect is 00:15:35.476 --> 00:15:37.379 people value things that 00:15:37.438 --> 00:15:38.500 they needed to put together. 00:15:38.519 --> 00:15:39.740 Like the Lego effect would 00:15:39.760 --> 00:15:40.260 be another thing. 00:15:40.280 --> 00:15:42.682 It's like I feel a little 00:15:42.702 --> 00:15:43.683 bit better about this. 00:15:43.783 --> 00:15:44.884 I feel a little ownership 00:15:44.924 --> 00:15:46.505 because I put it together 00:15:46.885 --> 00:15:48.246 and I think I'll get my buddy. 00:15:49.567 --> 00:15:50.428 What's that like? 00:15:50.528 --> 00:15:51.110 I solved it. 00:15:51.629 --> 00:15:51.769 Yeah, 00:15:51.789 --> 00:15:53.870 it's like I have affinity towards 00:15:53.910 --> 00:15:55.412 this desk over here because 00:15:55.451 --> 00:15:57.513 I got it from Ikea and I put it together. 00:15:57.572 --> 00:16:00.413 So there's this attachment to it. 00:16:00.514 --> 00:16:02.335 I have a higher value 00:16:02.355 --> 00:16:03.715 because I put this together. 00:16:04.056 --> 00:16:05.015 Now, Ikea is smart. 00:16:05.196 --> 00:16:06.076 They make it real easy. 00:16:06.116 --> 00:16:07.677 So idiots like me can't screw it up. 00:16:07.697 --> 00:16:08.378 So when I look at it, 00:16:08.398 --> 00:16:09.158 I don't look at it like 00:16:09.197 --> 00:16:10.839 Picasso put together a bookshelf. 00:16:11.178 --> 00:16:12.339 It looks like a normal bookshelf. 00:16:12.700 --> 00:16:13.120 But I think... 00:16:14.220 --> 00:16:15.520 This is also the idea or 00:16:15.581 --> 00:16:16.441 parts of the idea of how 00:16:16.541 --> 00:16:17.461 misinformation and 00:16:17.522 --> 00:16:18.863 disinformation spreads. 00:16:19.243 --> 00:16:20.062 I heard from this guy. 00:16:20.082 --> 00:16:21.303 He seemed really convincing. 00:16:21.423 --> 00:16:21.604 I mean, 00:16:21.884 --> 00:16:22.945 look at look at some of the leaders, 00:16:22.985 --> 00:16:23.125 right? 00:16:23.144 --> 00:16:25.426 Like Alex Jones and Infowars. 00:16:25.446 --> 00:16:27.047 Like that's a TV quality 00:16:27.147 --> 00:16:28.327 million dollar set. 00:16:28.567 --> 00:16:29.368 And he's looking in the 00:16:29.408 --> 00:16:31.470 camera and he says it strongly. 00:16:31.649 --> 00:16:33.250 He says it over and over again. 00:16:33.350 --> 00:16:34.410 He says it with conviction. 00:16:34.691 --> 00:16:36.211 He gets other people to say it. 00:16:36.251 --> 00:16:38.393 So you take that person who's on the edge, 00:16:38.413 --> 00:16:39.953 who sort of thinks or wants 00:16:39.974 --> 00:16:40.855 to believe something and 00:16:40.875 --> 00:16:41.654 you keep repeating it. 00:16:41.715 --> 00:16:42.394 Now it's in the middle of 00:16:42.414 --> 00:16:43.155 their belief system. 00:16:43.495 --> 00:16:45.158 So I think that's definitely 00:16:45.197 --> 00:16:46.860 part of it is I feel like 00:16:46.940 --> 00:16:48.822 everybody's going left, 00:16:49.023 --> 00:16:50.205 and I'm not a sheep, man. 00:16:50.225 --> 00:16:50.945 I'm not sheeple. 00:16:51.346 --> 00:16:51.927 I'm going to go this way. 00:16:51.947 --> 00:16:53.087 So I think there is an effect. 00:16:53.207 --> 00:16:54.028 There is part of that. 00:16:54.109 --> 00:16:55.270 I'm going to say it's the Ikea effect. 00:16:55.311 --> 00:16:56.032 I'll have my buddy who's a 00:16:56.072 --> 00:16:57.953 psychologist at Jefferson 00:16:57.974 --> 00:16:59.655 in Philly correct me. 00:17:00.219 --> 00:17:02.240 Yeah, I think there's that component. 00:17:02.320 --> 00:17:03.961 I think there's also just social proof. 00:17:04.020 --> 00:17:05.982 It's like, man, this guy is on Amazon. 00:17:06.022 --> 00:17:07.042 This guy is on YouTube. 00:17:07.083 --> 00:17:08.865 This guy is on TikTok and Instagram. 00:17:08.904 --> 00:17:09.744 He's everywhere. 00:17:10.885 --> 00:17:12.067 I think there's a level of 00:17:12.146 --> 00:17:14.028 social proof that goes along with that, 00:17:14.067 --> 00:17:15.729 where if it was a total fraud, 00:17:15.769 --> 00:17:17.269 somebody would have taken him down. 00:17:17.309 --> 00:17:20.392 And so there's that component to it. 00:17:20.531 --> 00:17:22.393 And going back to the process. 00:17:22.894 --> 00:17:24.734 So I think you enter the 00:17:24.775 --> 00:17:26.415 market with a physical product. 00:17:27.076 --> 00:17:28.936 And I shared recently, 00:17:29.938 --> 00:17:32.138 I can go into my Amazon Analytics. 00:17:32.720 --> 00:17:33.660 I can look at the most 00:17:33.720 --> 00:17:35.280 popular selling products. 00:17:35.741 --> 00:17:39.263 And for me, by far, it's TENS units. 00:17:39.604 --> 00:17:41.605 The simple, cheap, analog, 00:17:41.644 --> 00:17:43.066 nothing fancy TENS unit. 00:17:43.086 --> 00:17:44.227 They sell more units than 00:17:44.287 --> 00:17:45.807 anything on Amazon for me. 00:17:46.528 --> 00:17:47.888 Then it goes into a little 00:17:48.048 --> 00:17:49.750 under desk pedal cycle, 00:17:50.150 --> 00:17:51.371 and then it goes into like 00:17:51.391 --> 00:17:53.852 the QB and a couple of other devices. 00:17:54.271 --> 00:17:55.292 But I can use those 00:17:55.333 --> 00:17:57.574 analytics to guide my decision and say, 00:17:57.614 --> 00:17:57.814 okay, 00:17:57.834 --> 00:17:59.315 I'm going to put some money behind 00:17:59.674 --> 00:18:00.394 tens units. 00:18:01.316 --> 00:18:04.257 I'm going to create my ad copy. 00:18:04.277 --> 00:18:05.218 I'm going to, you know, 00:18:05.698 --> 00:18:08.079 Maybe I even work in the Clarity account. 00:18:08.099 --> 00:18:09.560 So now people can click and 00:18:09.580 --> 00:18:11.663 make a paid call to through 00:18:11.702 --> 00:18:13.305 Clarity to me if they want 00:18:13.325 --> 00:18:14.566 to ask me questions and do 00:18:14.605 --> 00:18:15.506 things like this. 00:18:16.527 --> 00:18:18.509 And when we're talking about attention, 00:18:18.568 --> 00:18:19.890 growing social media, 00:18:20.349 --> 00:18:21.270 we have to realize and 00:18:21.570 --> 00:18:23.373 every therapist comes back at me with, 00:18:23.673 --> 00:18:23.853 yeah, 00:18:23.873 --> 00:18:25.234 but what good is it if somebody in 00:18:25.275 --> 00:18:26.976 California watches my video 00:18:27.016 --> 00:18:27.876 when I'm in New York? 00:18:28.336 --> 00:18:28.537 Well, 00:18:28.636 --> 00:18:31.740 if you're only selling in-person services, 00:18:31.980 --> 00:18:33.522 there's not a lot of value to that. 00:18:33.542 --> 00:18:34.844 You get a couple pennies for 00:18:34.903 --> 00:18:37.165 some ad copy that somebody 00:18:37.247 --> 00:18:39.348 else pays for to put on your channel. 00:18:39.429 --> 00:18:42.592 But if you have this valuable asset, 00:18:42.632 --> 00:18:43.073 you say, okay, 00:18:43.133 --> 00:18:44.354 I got people in California 00:18:44.394 --> 00:18:45.315 watching my content. 00:18:45.414 --> 00:18:48.298 What can I create a value for them? 00:18:49.259 --> 00:18:50.359 I can sell them the product 00:18:50.380 --> 00:18:51.019 with the commission. 00:18:51.119 --> 00:18:52.820 I can sell them the digital product. 00:18:52.861 --> 00:18:54.102 I can sell them the virtual, 00:18:54.142 --> 00:18:55.982 the telehealth, the voice only, 00:18:56.022 --> 00:18:56.982 the voice and video. 00:18:57.423 --> 00:18:59.204 I can put them on a continuity program. 00:18:59.224 --> 00:19:00.285 We haven't even talked about 00:19:00.605 --> 00:19:02.866 remote therapeutic monitoring. 00:19:02.886 --> 00:19:04.407 Somebody buys my product. 00:19:04.728 --> 00:19:05.989 They buy the TENS unit. 00:19:06.009 --> 00:19:07.048 They buy the pulley. 00:19:07.189 --> 00:19:08.589 It's only a couple pennies I 00:19:08.609 --> 00:19:09.530 get in commission. 00:19:09.971 --> 00:19:11.511 But now if they come in, 00:19:11.711 --> 00:19:13.313 I start an RTM program. 00:19:13.432 --> 00:19:15.354 I do a virtual evaluation for them. 00:19:15.753 --> 00:19:17.496 I'm getting reimbursement, you know, 00:19:17.576 --> 00:19:18.497 and we can talk about 00:19:18.557 --> 00:19:20.740 across state lines and the PT compact. 00:19:21.361 --> 00:19:22.903 It just layers on. 00:19:23.163 --> 00:19:24.724 Yes, there's some complexity, 00:19:25.184 --> 00:19:26.046 but at the same time, 00:19:26.086 --> 00:19:28.108 this is where the new opportunities open. 00:19:29.109 --> 00:19:30.392 I just recorded the episode. 00:19:30.412 --> 00:19:31.172 I haven't released it yet. 00:19:33.290 --> 00:19:35.893 David Mida, El Paso Physical Therapy. 00:19:35.932 --> 00:19:37.074 He's got a YouTube channel of, 00:19:37.153 --> 00:19:38.154 I think he's close to seven 00:19:38.174 --> 00:19:38.795 hundred thousand. 00:19:39.596 --> 00:19:40.676 And I loved his story. 00:19:40.717 --> 00:19:41.657 Can't wait to share it. 00:19:42.258 --> 00:19:42.898 And here's why. 00:19:43.358 --> 00:19:43.959 Nothing, dude, 00:19:44.078 --> 00:19:45.461 nothing about David is fancy. 00:19:46.347 --> 00:19:47.628 He started shooting videos. 00:19:47.669 --> 00:19:48.009 He's like, 00:19:48.150 --> 00:19:50.250 I don't even know my login for Facebook. 00:19:50.310 --> 00:19:53.753 He's like, I don't do social media, right? 00:19:53.834 --> 00:19:55.296 Necessity is the mother of invention. 00:19:55.336 --> 00:19:56.317 He started shooting videos 00:19:56.537 --> 00:19:58.057 during COVID when he was like, dude, 00:19:58.298 --> 00:20:00.000 I just jumped out of my job 00:20:00.359 --> 00:20:01.601 to start a clinic because I 00:20:01.621 --> 00:20:03.122 wanted to be home more for my kids. 00:20:03.923 --> 00:20:05.403 And he's like, and now I'm homeless. 00:20:05.463 --> 00:20:05.683 I'm like, 00:20:05.723 --> 00:20:06.844 he's like the line that hit me 00:20:06.864 --> 00:20:07.923 was I was leaving work. 00:20:07.963 --> 00:20:08.644 I was leaving the house 00:20:08.684 --> 00:20:09.724 before the kids got up and 00:20:09.744 --> 00:20:10.825 I was coming home after 00:20:10.845 --> 00:20:11.565 they were went to bed. 00:20:11.585 --> 00:20:12.685 He's like, what am I doing? 00:20:12.986 --> 00:20:14.566 So COVID hits necessity 00:20:14.586 --> 00:20:16.027 starts shooting videos just 00:20:16.067 --> 00:20:17.067 as a way to get a couple 00:20:17.086 --> 00:20:19.887 patients around El Paso, El Paso. 00:20:21.141 --> 00:20:21.961 Right now, 00:20:21.981 --> 00:20:22.961 the guy's got seven hundred 00:20:23.001 --> 00:20:24.903 thousand connections around the world. 00:20:25.064 --> 00:20:26.124 But again, what good is that? 00:20:26.223 --> 00:20:26.785 Who cares? 00:20:27.265 --> 00:20:29.145 Nobody's flying to El Paso for David, 00:20:29.767 --> 00:20:30.907 although two things. 00:20:30.928 --> 00:20:32.848 Number one, some people do right. 00:20:33.169 --> 00:20:34.869 He bridges it with a digital product. 00:20:35.170 --> 00:20:36.490 He's like we I was like, David, 00:20:36.530 --> 00:20:37.551 how do you pick your products? 00:20:37.612 --> 00:20:37.971 And again, 00:20:37.991 --> 00:20:38.853 I'm giving away all the secrets 00:20:38.873 --> 00:20:39.353 of the episode. 00:20:39.373 --> 00:20:41.034 He's like, I just watched the analytics. 00:20:41.213 --> 00:20:41.414 He's like, 00:20:41.434 --> 00:20:42.355 I watched what people were 00:20:42.394 --> 00:20:43.215 searching on my thing. 00:20:43.615 --> 00:20:44.676 Then I made a video for that. 00:20:45.096 --> 00:20:46.678 I used to do this at the radio station. 00:20:47.018 --> 00:20:48.098 We had a website at the 00:20:48.278 --> 00:20:49.700 radio station when people 00:20:49.720 --> 00:20:50.820 would start searching a band. 00:20:51.580 --> 00:20:52.601 and I didn't have a web, 00:20:52.862 --> 00:20:53.981 a corresponding landing 00:20:54.021 --> 00:20:56.282 page for that band, my person created it, 00:20:56.583 --> 00:20:57.343 and then we put them on the 00:20:57.363 --> 00:20:58.063 new music show, 00:20:58.083 --> 00:20:59.124 because fifty people just 00:20:59.144 --> 00:20:59.824 told me they were looking 00:20:59.844 --> 00:21:01.384 for that band in my area. 00:21:01.423 --> 00:21:02.664 Maybe I should pay attention to that. 00:21:03.125 --> 00:21:03.944 But the final thing is, 00:21:04.285 --> 00:21:05.905 I remember interviewing Stu McGill, 00:21:06.246 --> 00:21:07.865 the back, the back doctor, 00:21:08.006 --> 00:21:09.106 whatever his name, whatever, 00:21:09.146 --> 00:21:10.007 everybody knows Stu McGill, right? 00:21:10.027 --> 00:21:11.346 He was just on Huberman, right? 00:21:11.567 --> 00:21:12.667 He's got the McGill Three. 00:21:13.839 --> 00:21:14.799 He was telling me, 00:21:14.859 --> 00:21:16.240 and this is back when I was in PT school. 00:21:16.260 --> 00:21:18.101 This is twenty fifteen, twenty sixteen. 00:21:18.442 --> 00:21:19.162 He was saying people would 00:21:19.241 --> 00:21:21.883 fly in from Europe to be 00:21:21.942 --> 00:21:24.403 seen by Stu McGill for an hour. 00:21:24.844 --> 00:21:26.104 You can't simultaneously 00:21:26.144 --> 00:21:27.585 tell me how amazing you are 00:21:27.944 --> 00:21:29.964 and that it's not worth someone's time. 00:21:30.306 --> 00:21:31.766 If you are that good to get 00:21:31.905 --> 00:21:34.086 me a very specific person 00:21:34.366 --> 00:21:35.767 who has the money and the 00:21:35.807 --> 00:21:36.827 problem and is willing to 00:21:36.887 --> 00:21:38.307 part with the money to get 00:21:38.347 --> 00:21:39.229 rid of the problem. 00:21:39.669 --> 00:21:39.828 So. 00:21:41.152 --> 00:21:42.353 I bet you people do fly to 00:21:42.553 --> 00:21:43.834 El Paso because they know, like, 00:21:43.874 --> 00:21:44.634 and trust David Bedell. 00:21:44.653 --> 00:21:45.815 I guarantee it would, 00:21:46.015 --> 00:21:47.276 it would be even so me as a 00:21:47.316 --> 00:21:47.675 business owner, 00:21:47.695 --> 00:21:49.136 it would be even better if 00:21:49.257 --> 00:21:52.278 I have people flying in for my staff, 00:21:52.298 --> 00:21:53.578 physical therapist who is 00:21:53.659 --> 00:21:55.839 paid handsomely stays with 00:21:55.900 --> 00:21:57.040 me and I don't have to 00:21:57.080 --> 00:21:58.662 fulfill the service. 00:21:58.701 --> 00:21:59.061 Brilliant. 00:21:59.342 --> 00:22:00.423 But you know, 00:22:00.442 --> 00:22:02.084 the legwork of the connection and that's, 00:22:02.243 --> 00:22:03.765 that's a giant part of the value. 00:22:04.477 --> 00:22:05.798 Yeah, so this is my buddy, 00:22:06.018 --> 00:22:06.998 Dr. Sam Kellicates. 00:22:07.018 --> 00:22:08.238 He said, TENS unit for migraines, 00:22:08.278 --> 00:22:09.338 headaches is his best 00:22:09.378 --> 00:22:10.358 performing video on YouTube 00:22:10.679 --> 00:22:12.079 and drives most of the 00:22:12.119 --> 00:22:14.240 traffic to his website, which is awesome. 00:22:14.300 --> 00:22:15.681 That's what they heard from their friends, 00:22:15.721 --> 00:22:17.182 sisters, brothers, neighbor. 00:22:17.582 --> 00:22:18.821 So they start there because 00:22:18.842 --> 00:22:20.843 that's the only place we know, 00:22:20.903 --> 00:22:22.604 if we're not a PT, how to start. 00:22:23.384 --> 00:22:24.804 So be there instead of saying, well, 00:22:24.824 --> 00:22:26.684 that's actually not, actually. 00:22:26.904 --> 00:22:28.405 If you start a sentence with, well, 00:22:28.526 --> 00:22:29.925 actually, as a PT, 00:22:30.645 --> 00:22:31.807 put some duct tape on that. 00:22:33.314 --> 00:22:36.142 Open, closed, open, closed. 00:22:36.784 --> 00:22:37.244 Try that. 00:22:37.384 --> 00:22:38.749 Look, Sam is proof. 00:22:40.167 --> 00:22:41.729 So the amazing Dana Strauss, 00:22:41.868 --> 00:22:43.388 I've still got a video I'm 00:22:43.449 --> 00:22:44.509 waiting to publish. 00:22:44.529 --> 00:22:46.230 She's been all over the place. 00:22:46.369 --> 00:22:47.550 I'm just holding on to my 00:22:47.611 --> 00:22:49.671 interview with her for the 00:22:49.790 --> 00:22:50.852 things to die down just a 00:22:50.892 --> 00:22:52.612 little bit from all the other places. 00:22:53.373 --> 00:22:54.252 Many people love to 00:22:54.313 --> 00:22:56.513 self-treat if the 00:22:56.673 --> 00:22:58.993 recommendation is from someone they trust, 00:22:59.414 --> 00:23:00.535 content on social media, 00:23:00.595 --> 00:23:01.855 not surprising the TENS, 00:23:01.894 --> 00:23:04.175 passive pain relief. 00:23:04.195 --> 00:23:05.416 Here's the thing. 00:23:05.737 --> 00:23:07.237 If you lead someone to a 00:23:07.317 --> 00:23:08.978 TENS unit and it helps them, 00:23:10.867 --> 00:23:12.250 it helped them. 00:23:12.289 --> 00:23:13.451 I want to be kabobby lame, right? 00:23:13.491 --> 00:23:16.055 Just be like, if it didn't, 00:23:16.955 --> 00:23:18.238 and they're still frustrated, 00:23:18.739 --> 00:23:19.740 my guess is most likely 00:23:19.759 --> 00:23:20.381 they're going to come back. 00:23:20.601 --> 00:23:21.603 You have a chance at them 00:23:21.643 --> 00:23:23.644 coming back to you and get 00:23:23.865 --> 00:23:24.946 something different. 00:23:25.047 --> 00:23:26.890 If tens didn't work for some people, uh, 00:23:28.325 --> 00:23:29.486 Wouldn't be around. 00:23:29.506 --> 00:23:30.866 And for those hardcore, 00:23:30.926 --> 00:23:33.428 like anti-modality therapists out there, 00:23:33.488 --> 00:23:36.829 what we had done decades ago was we said, 00:23:36.849 --> 00:23:37.871 okay, we, 00:23:37.891 --> 00:23:39.832 there's no clinical proof behind 00:23:39.872 --> 00:23:40.373 tens unit. 00:23:40.393 --> 00:23:41.333 It just feels good. 00:23:41.373 --> 00:23:42.493 It's a buzzy sensation, 00:23:42.534 --> 00:23:43.515 electrical massage. 00:23:44.035 --> 00:23:45.215 Let's stop billing for it. 00:23:45.236 --> 00:23:46.517 And let's just sell a tens unit. 00:23:46.537 --> 00:23:48.478 If a patient wants to buy a tens unit, 00:23:48.538 --> 00:23:50.358 why should I not allow them 00:23:50.398 --> 00:23:51.519 to buy a tens unit? 00:23:51.839 --> 00:23:52.520 They're cheap. 00:23:52.701 --> 00:23:54.561 They're easy, low risk of injury. 00:23:54.582 --> 00:23:54.922 Huh? 00:23:56.163 --> 00:23:57.002 They do no harm. 00:23:57.384 --> 00:23:57.523 Yeah. 00:23:57.544 --> 00:23:57.703 Yeah. 00:23:59.105 --> 00:24:00.346 So that's what we started doing. 00:24:00.748 --> 00:24:01.868 And I think one year, you know, 00:24:01.888 --> 00:24:03.390 we sold a ton of TENS units 00:24:03.430 --> 00:24:04.070 in the clinic. 00:24:04.090 --> 00:24:05.811 We buy them for twenty bucks. 00:24:05.832 --> 00:24:06.972 We'd sell them for one hundred. 00:24:07.554 --> 00:24:10.175 That price included some education. 00:24:11.136 --> 00:24:13.077 But, you know, and for me, 00:24:13.699 --> 00:24:14.740 I could allow that patient 00:24:14.759 --> 00:24:15.901 to go buy a TENS unit on 00:24:15.980 --> 00:24:17.761 Amazon and have no idea how to use it. 00:24:18.762 --> 00:24:20.424 Or they can buy it from me 00:24:20.464 --> 00:24:21.526 and I can explain, look, 00:24:21.566 --> 00:24:22.506 this is the reality. 00:24:22.546 --> 00:24:23.326 This is what you do. 00:24:23.366 --> 00:24:24.147 This is how you do it. 00:24:24.448 --> 00:24:25.848 We use TENS units on a 00:24:25.909 --> 00:24:27.170 post-op knee replacement 00:24:27.190 --> 00:24:27.970 while they're riding the 00:24:27.990 --> 00:24:29.651 bike all the time. 00:24:29.711 --> 00:24:31.092 We layer intervention. 00:24:31.112 --> 00:24:32.153 So you put the TENS unit, 00:24:32.173 --> 00:24:33.353 you wrap the ice around it, 00:24:33.393 --> 00:24:34.653 you use the compression 00:24:34.693 --> 00:24:36.315 boot while you're doing quad sets. 00:24:36.414 --> 00:24:38.155 We do that kind of stuff all the time. 00:24:38.695 --> 00:24:39.957 Patients love it. 00:24:40.457 --> 00:24:43.298 I'm trying to balance what a patient wants, 00:24:43.318 --> 00:24:44.920 what they can't do for themselves, 00:24:45.099 --> 00:24:47.101 and what I believe has the 00:24:47.141 --> 00:24:48.801 most beneficial clinical 00:24:48.842 --> 00:24:49.923 impact for that person. 00:24:50.383 --> 00:24:51.223 Wants and needs, man. 00:24:51.703 --> 00:24:53.065 So let's go tactical, right? 00:24:53.105 --> 00:24:54.145 We talked about either this 00:24:54.205 --> 00:24:55.685 band or the tens unit. 00:24:56.086 --> 00:24:56.527 Tony, 00:24:56.686 --> 00:24:59.209 from the messaging privately in our chat, 00:24:59.249 --> 00:25:00.608 and then also at the top of the show, 00:25:01.190 --> 00:25:02.530 you were, I just want to clarify, 00:25:02.691 --> 00:25:04.291 were you saying that, 00:25:04.471 --> 00:25:05.992 let's say it would be a Facebook ad. 00:25:06.053 --> 00:25:07.212 It's either pitching this 00:25:07.252 --> 00:25:08.493 band or the tens unit. 00:25:08.634 --> 00:25:08.894 And it's, 00:25:09.154 --> 00:25:10.474 so it's a pitching this band for 00:25:10.675 --> 00:25:11.195 seven dollars, 00:25:11.236 --> 00:25:13.497 ten dollars or the tens unit for whatever, 00:25:13.537 --> 00:25:14.817 twenty five, fifty, whatever. 00:25:15.298 --> 00:25:16.419 That's the front end offer 00:25:16.558 --> 00:25:18.099 on a potential Facebook ad, right? 00:25:18.220 --> 00:25:19.500 Is that is that correct? 00:25:19.520 --> 00:25:19.780 Correct. 00:25:20.836 --> 00:25:22.557 And then on the landing page 00:25:23.196 --> 00:25:24.077 or you drop them on your 00:25:24.117 --> 00:25:24.817 website or whatever, 00:25:24.877 --> 00:25:26.318 then there's the upsell, 00:25:26.338 --> 00:25:28.259 the cross sell of like, 00:25:28.740 --> 00:25:29.820 here's the thing that got your attention, 00:25:29.881 --> 00:25:30.000 right? 00:25:30.040 --> 00:25:32.702 The low dollar amount or 00:25:32.742 --> 00:25:33.844 fairly low dollar amount 00:25:34.403 --> 00:25:36.025 and a physical product that 00:25:36.484 --> 00:25:38.086 people are kind of know and 00:25:38.125 --> 00:25:38.945 trust and like, 00:25:39.026 --> 00:25:40.086 and they've seen it and 00:25:40.547 --> 00:25:41.448 maybe they previously had 00:25:41.508 --> 00:25:44.430 bands and then they broke or whatever. 00:25:44.630 --> 00:25:45.970 They buy bands on Amazon 00:25:46.010 --> 00:25:47.391 because they just pop up all the time. 00:25:47.651 --> 00:25:48.531 So- 00:25:48.692 --> 00:25:49.633 That's the front end offer. 00:25:49.972 --> 00:25:50.874 The landing page or your 00:25:50.894 --> 00:25:52.234 website would have the 00:25:52.815 --> 00:25:55.477 second more expensive or 00:25:55.497 --> 00:25:58.058 the third most expensive offer on there. 00:25:59.299 --> 00:25:59.779 And I think, 00:26:00.000 --> 00:26:00.820 was that something that you 00:26:00.861 --> 00:26:01.821 pitched to Joe Lowe? 00:26:02.321 --> 00:26:03.182 Yes. 00:26:03.222 --> 00:26:04.723 So the thing with Joe is, 00:26:05.084 --> 00:26:07.625 and when I look at what he's trying to do, 00:26:07.685 --> 00:26:09.547 so he's positioning this as 00:26:09.646 --> 00:26:10.708 a relationship thing. 00:26:11.107 --> 00:26:12.650 I want to build relationships. 00:26:12.690 --> 00:26:14.070 I want to get to know the providers. 00:26:14.471 --> 00:26:15.531 I want to be able to support 00:26:15.571 --> 00:26:16.792 them however I can. 00:26:17.453 --> 00:26:18.835 It's very similar to us in 00:26:18.875 --> 00:26:19.996 the physical therapy clinic. 00:26:20.016 --> 00:26:21.156 Like the physical therapy 00:26:21.217 --> 00:26:22.298 itself is basically a 00:26:22.357 --> 00:26:23.419 commoditized service. 00:26:23.439 --> 00:26:24.380 You can go on YouTube, 00:26:24.400 --> 00:26:25.721 you can go to a therapist, 00:26:25.740 --> 00:26:27.063 you can find this information. 00:26:27.663 --> 00:26:28.263 anywhere. 00:26:28.683 --> 00:26:29.023 So it's like, 00:26:29.085 --> 00:26:31.386 what's the value add coming to me? 00:26:31.646 --> 00:26:33.249 So the value add could be, 00:26:33.808 --> 00:26:34.710 I have connections with 00:26:34.769 --> 00:26:35.750 orthopedic surgeons. 00:26:35.790 --> 00:26:36.912 If I think you genuinely 00:26:36.971 --> 00:26:38.534 need something from a surgeon, 00:26:38.673 --> 00:26:40.194 I can get you to the front of the line. 00:26:40.255 --> 00:26:41.557 That's a huge value add. 00:26:42.116 --> 00:26:42.778 For Joe, 00:26:43.117 --> 00:26:45.298 he's joseph he's got this uh 00:26:45.338 --> 00:26:46.439 understanding of facebook 00:26:46.499 --> 00:26:48.119 ad so it's like well what 00:26:48.180 --> 00:26:49.901 if he doesn't just sell 00:26:49.961 --> 00:26:50.980 these physical products 00:26:51.000 --> 00:26:52.501 wholesale and I sell them 00:26:52.541 --> 00:26:54.461 retail but what if we say 00:26:54.582 --> 00:26:55.942 okay I'm gonna buy a bunch 00:26:56.182 --> 00:26:58.163 of the the specific product 00:26:58.743 --> 00:26:59.884 I want you to help me 00:27:00.044 --> 00:27:01.464 either as a paid service 00:27:02.392 --> 00:27:04.913 or something he creates on the side to say, 00:27:04.953 --> 00:27:07.817 okay, you bought this resistance band set, 00:27:08.237 --> 00:27:09.337 here's ad copy, 00:27:09.617 --> 00:27:11.480 here are images that I know convert, 00:27:11.720 --> 00:27:14.422 here's the education to run 00:27:14.461 --> 00:27:16.284 this as a Facebook campaign. 00:27:16.703 --> 00:27:17.904 He doesn't do the campaign 00:27:18.204 --> 00:27:19.606 and he's not paying for the ads. 00:27:19.866 --> 00:27:20.586 I do that. 00:27:21.008 --> 00:27:22.249 He's providing me the 00:27:22.308 --> 00:27:23.109 expertise and the 00:27:23.170 --> 00:27:24.089 experience and the 00:27:24.131 --> 00:27:26.573 information like a home exercise program, 00:27:27.133 --> 00:27:28.974 but in Facebook ad world. 00:27:29.455 --> 00:27:31.998 And so now when I buy ten 00:27:32.378 --> 00:27:34.280 sets of these resistance bands, 00:27:34.721 --> 00:27:37.825 I also get the ad copy, the images, 00:27:37.865 --> 00:27:39.046 the other stuff to run my 00:27:39.145 --> 00:27:41.188 own Facebook campaign to 00:27:41.548 --> 00:27:42.589 then bring those 00:27:42.690 --> 00:27:43.691 individuals into my 00:27:43.770 --> 00:27:45.152 ecosystem and potentially 00:27:45.231 --> 00:27:46.614 upsell them to a digital 00:27:46.653 --> 00:27:47.974 product or to a live 00:27:48.075 --> 00:27:49.376 in-person consultation. 00:27:50.546 --> 00:27:52.287 So he wants to get these bands though. 00:27:52.327 --> 00:27:53.048 He wants to get these bands 00:27:53.087 --> 00:27:54.669 into like big brick and 00:27:54.689 --> 00:27:56.310 mortar corporate physical 00:27:56.330 --> 00:27:57.131 therapy practices. 00:27:57.231 --> 00:27:59.933 Why would he care about this? 00:28:00.334 --> 00:28:01.375 We all have to start somewhere. 00:28:01.934 --> 00:28:04.597 And so, yes, it's appealing to say, okay, 00:28:04.617 --> 00:28:05.778 I'm gonna sell the ATI. 00:28:05.798 --> 00:28:07.759 I'm gonna be a preferred ATI 00:28:07.799 --> 00:28:09.342 supplier while they're still in business. 00:28:12.003 --> 00:28:14.506 But I also think, okay, 00:28:14.885 --> 00:28:16.307 so a small provider like me 00:28:17.307 --> 00:28:19.548 I talked to another company, and I said, 00:28:19.589 --> 00:28:19.890 look, 00:28:20.150 --> 00:28:22.090 I use shoulder pulleys all the time. 00:28:22.270 --> 00:28:23.971 Rangemaster, I need you guys. 00:28:24.231 --> 00:28:25.712 Don't make me reorder these 00:28:25.732 --> 00:28:26.473 shoulder pulleys. 00:28:26.493 --> 00:28:28.414 Just put me on auto fulfill. 00:28:28.855 --> 00:28:30.056 Give me a membership. 00:28:30.316 --> 00:28:31.557 So every month, 00:28:31.896 --> 00:28:33.538 Rangemaster sends me a box 00:28:33.617 --> 00:28:34.778 of ten shoulder pulleys. 00:28:35.459 --> 00:28:37.138 If those shoulder pulleys are here, 00:28:37.278 --> 00:28:39.160 I'm going to put more people on RTM. 00:28:39.700 --> 00:28:40.880 I'm going to generate more 00:28:40.920 --> 00:28:42.621 revenue from the RTM and 00:28:42.641 --> 00:28:43.881 the shoulder pulley program 00:28:43.921 --> 00:28:46.240 that I created that I'm marketing. 00:28:46.280 --> 00:28:48.461 But if I run out of shoulder pulleys, 00:28:48.541 --> 00:28:51.722 miraculously, fewer people go on RTM, 00:28:51.803 --> 00:28:54.123 fewer people get to buy the 00:28:54.143 --> 00:28:55.063 shoulder pulleys just 00:28:55.103 --> 00:28:56.144 because I don't want to 00:28:56.163 --> 00:28:57.344 spend time reordering. 00:28:58.183 --> 00:28:59.766 I think Joseph or 00:28:59.826 --> 00:29:01.586 Rangemaster or any of these 00:29:01.626 --> 00:29:03.749 companies could effectively 00:29:04.429 --> 00:29:06.730 use me as a conduit to the consumer. 00:29:07.717 --> 00:29:10.157 Drive more sales, drive more revenue. 00:29:10.198 --> 00:29:11.358 If you leave it up to me, 00:29:11.959 --> 00:29:12.798 I'm going to sell one or 00:29:12.838 --> 00:29:13.700 two pulleys a month. 00:29:14.240 --> 00:29:16.800 But if you put a little gas on that fire, 00:29:16.941 --> 00:29:18.001 you can get me selling 00:29:18.041 --> 00:29:20.343 twenty or thirty pulleys a month. 00:29:20.383 --> 00:29:22.044 So maybe I'm not ATI or 00:29:22.064 --> 00:29:23.884 Athletico or any of the big companies, 00:29:24.365 --> 00:29:25.565 but you could probably 00:29:26.125 --> 00:29:28.125 still sell higher volume to 00:29:28.207 --> 00:29:29.626 me if you help me sell 00:29:29.686 --> 00:29:31.208 higher volume to the consumer. 00:29:31.567 --> 00:29:31.867 Yeah. 00:29:31.887 --> 00:29:33.490 And if I have a national presence, 00:29:33.529 --> 00:29:36.051 a national brand between YouTube, TikTok, 00:29:36.112 --> 00:29:36.813 Instagram, 00:29:37.553 --> 00:29:38.953 I'm just going to push more product, 00:29:39.255 --> 00:29:39.575 you know, 00:29:39.615 --> 00:29:41.916 but but most of us don't have 00:29:41.977 --> 00:29:43.218 the skill set to do that. 00:29:43.538 --> 00:29:45.839 Joseph does. 00:29:45.880 --> 00:29:46.901 What about the fulfillment side? 00:29:46.941 --> 00:29:47.101 Right. 00:29:47.121 --> 00:29:48.561 So you have the clinics in Ohio. 00:29:48.643 --> 00:29:49.363 I'm in New York City. 00:29:49.884 --> 00:29:51.005 Is he going to do the 00:29:51.045 --> 00:29:53.145 fulfillment side like this came, you know, 00:29:53.205 --> 00:29:54.928 in like a plastic bag? 00:29:56.332 --> 00:29:56.732 Bag, 00:29:56.752 --> 00:29:59.474 do I have to deal with the fulfillment 00:29:59.575 --> 00:30:00.856 or it's like drop shipping 00:30:00.916 --> 00:30:01.616 or he handles it? 00:30:01.656 --> 00:30:02.377 Like, how would that work? 00:30:02.657 --> 00:30:03.558 So that came up. 00:30:03.598 --> 00:30:04.460 We discussed it. 00:30:04.480 --> 00:30:05.580 Fulfillment is tough. 00:30:05.661 --> 00:30:08.202 You know, if you want to go again, 00:30:08.344 --> 00:30:10.065 I don't want to be a product company. 00:30:11.286 --> 00:30:12.688 What I'm doing is I'm saying, 00:30:12.827 --> 00:30:14.209 can I how many of these 00:30:14.269 --> 00:30:16.892 convert into a thirteen, 00:30:16.951 --> 00:30:19.094 fifteen hundred dollar plan of care? 00:30:19.673 --> 00:30:20.653 you know and if I have to 00:30:20.954 --> 00:30:22.295 fill a handful of these 00:30:22.315 --> 00:30:23.576 that don't convert okay 00:30:23.635 --> 00:30:24.435 I've got my digital 00:30:24.476 --> 00:30:25.336 products that hopefully 00:30:25.375 --> 00:30:27.696 bring up the value but my 00:30:27.797 --> 00:30:30.438 intent here is get me the 00:30:30.478 --> 00:30:31.578 marketing campaign 00:30:32.522 --> 00:30:34.765 via the product sales so 00:30:34.785 --> 00:30:35.846 that I can get more 00:30:35.925 --> 00:30:37.646 conversions for paid 00:30:37.686 --> 00:30:38.867 clients that are doing 00:30:39.028 --> 00:30:41.009 virtual or in-person. 00:30:41.730 --> 00:30:43.612 And again, we're just fleshing this out. 00:30:43.652 --> 00:30:44.833 So these are great questions 00:30:44.853 --> 00:30:45.614 because I don't have the 00:30:45.713 --> 00:30:46.795 answer to all of them. 00:30:47.275 --> 00:30:48.455 I'm just trying to think in 00:30:48.496 --> 00:30:50.017 real time of how something 00:30:50.057 --> 00:30:50.837 like this would work. 00:30:52.990 --> 00:30:54.151 No, I have used real quick. 00:30:54.211 --> 00:30:56.191 I have used Amazon for fulfillment. 00:30:56.692 --> 00:30:59.173 You know, there is fulfilled by Amazon. 00:30:59.212 --> 00:31:00.573 If I did want to go that route, 00:31:00.952 --> 00:31:02.473 I am investigating right 00:31:02.554 --> 00:31:05.654 now how to do the either 00:31:05.714 --> 00:31:08.757 Shopify or TikTok shop so that again, 00:31:09.037 --> 00:31:11.038 if it's just going to be a transaction, 00:31:11.798 --> 00:31:14.221 I buy a hundred units from Joseph. 00:31:14.500 --> 00:31:16.083 Then I throw them on the 00:31:16.242 --> 00:31:18.665 Amazon shop or TikTok shop or anything. 00:31:19.046 --> 00:31:20.347 And I let them handle the 00:31:20.387 --> 00:31:22.130 fulfillment with the hopes 00:31:22.150 --> 00:31:23.632 that some of those convert 00:31:23.751 --> 00:31:25.693 into a digital product sale 00:31:25.814 --> 00:31:26.855 or an in-person sale. 00:31:26.875 --> 00:31:27.035 Gotcha. 00:31:31.257 --> 00:31:32.116 Let me ask you guys this. 00:31:32.217 --> 00:31:34.897 Do you guys change benefits 00:31:34.938 --> 00:31:35.739 at the end of the year? 00:31:36.179 --> 00:31:37.078 I've never worked at a place 00:31:37.098 --> 00:31:38.259 that actually focused on that, 00:31:38.318 --> 00:31:39.500 but I've seen some ads or 00:31:39.539 --> 00:31:42.101 I've seen some clinics or 00:31:42.141 --> 00:31:44.301 clinicians saying end of the year, 00:31:44.422 --> 00:31:45.981 if you've got unused benefits, 00:31:47.142 --> 00:31:48.042 shake that piggy bank, 00:31:48.083 --> 00:31:49.742 make sure you get your money's worth. 00:31:49.803 --> 00:31:50.903 Have you guys ever seen, 00:31:50.943 --> 00:31:52.604 have you tried that? 00:31:53.025 --> 00:31:54.164 Is the juice worth the squeeze? 00:31:55.484 --> 00:31:57.066 I've done it with our email autoresponder. 00:31:57.125 --> 00:31:57.665 Others do it. 00:31:58.726 --> 00:32:00.487 Also, it's not that hard. 00:32:00.646 --> 00:32:03.027 I'm on Chad Madden's email 00:32:03.047 --> 00:32:05.228 list as a fake patient. 00:32:05.567 --> 00:32:08.209 So I've seen for years what 00:32:08.229 --> 00:32:08.969 they send to people. 00:32:09.308 --> 00:32:10.868 They send that type of email as well, 00:32:10.909 --> 00:32:12.089 which they send it around 00:32:12.930 --> 00:32:15.049 October, November, you know, 00:32:15.730 --> 00:32:17.211 if you still have unused benefits, 00:32:17.250 --> 00:32:17.990 you know, use it. 00:32:18.310 --> 00:32:19.431 If you don't use it, you lose it. 00:32:20.991 --> 00:32:22.011 In terms of insurance benefits, 00:32:22.031 --> 00:32:22.832 I've seen other clinics 00:32:23.011 --> 00:32:24.332 because I've tested over the years, 00:32:24.352 --> 00:32:25.432 like I'll subscribe to 00:32:25.472 --> 00:32:27.252 their emails and it's just fascinating. 00:32:27.292 --> 00:32:29.032 And then then I'll unsubscribe later. 00:32:29.073 --> 00:32:32.554 But some also will say about HSA and FSA. 00:32:32.713 --> 00:32:34.855 I think the HSA is what expired. 00:32:34.914 --> 00:32:36.075 I think FSA rolls over. 00:32:36.095 --> 00:32:39.494 But HSA, the pre-tax spending, 00:32:39.816 --> 00:32:40.375 like health spending 00:32:40.395 --> 00:32:41.615 accounts or health savings accounts, 00:32:42.155 --> 00:32:44.238 those if you don't use it uh 00:32:44.258 --> 00:32:45.239 you lose those funds at the 00:32:45.259 --> 00:32:46.840 end of the year so it's a 00:32:46.881 --> 00:32:49.222 great idea a lot of not a 00:32:49.262 --> 00:32:50.604 lot of clinics are sending 00:32:50.624 --> 00:32:52.046 those emails but that's 00:32:52.185 --> 00:32:53.166 another great idea where 00:32:53.666 --> 00:32:54.867 it's not a physical product 00:32:54.928 --> 00:32:56.190 but it's like you have this 00:32:56.230 --> 00:32:57.230 money allocated or 00:32:57.371 --> 00:32:58.551 resources like in terms of 00:32:58.612 --> 00:32:59.732 insurance you know covered 00:32:59.772 --> 00:33:01.914 benefits if you don't use 00:33:01.934 --> 00:33:04.417 it you lose it um yeah it's a great idea 00:33:06.077 --> 00:33:08.558 So I know we talked about it last time, 00:33:08.878 --> 00:33:12.181 but back to Aetna as an example, 00:33:12.800 --> 00:33:14.041 I'm gonna share the link 00:33:14.082 --> 00:33:15.442 for anybody who's watching 00:33:15.541 --> 00:33:16.962 live or watching the replay. 00:33:17.663 --> 00:33:19.064 Aetna has a six hundred 00:33:19.084 --> 00:33:19.923 dollar fitness 00:33:19.983 --> 00:33:22.085 reimbursement benefit for 00:33:22.105 --> 00:33:23.246 Aetna beneficiaries. 00:33:23.925 --> 00:33:25.866 And the idea behind that is 00:33:26.086 --> 00:33:29.327 if you buy maybe a leg compression device, 00:33:29.347 --> 00:33:32.430 you buy a massage gun, whatever, 00:33:32.930 --> 00:33:34.750 you submit for reimbursement. 00:33:34.810 --> 00:33:36.852 This is not physical therapy benefits. 00:33:36.892 --> 00:33:38.692 This is a separate benefit 00:33:38.712 --> 00:33:40.593 account for Aetna beneficiaries. 00:33:40.993 --> 00:33:42.534 You get up to six hundred dollars a year. 00:33:42.854 --> 00:33:44.555 It could pay for a fitness membership. 00:33:44.634 --> 00:33:44.914 You know, 00:33:44.954 --> 00:33:46.155 it could pay for different things 00:33:46.215 --> 00:33:47.336 related to fitness. 00:33:49.126 --> 00:33:50.907 The link is in the comments. 00:33:51.468 --> 00:33:55.250 So this is something where Dave said, FSA, 00:33:55.509 --> 00:33:57.570 HSA, Amazon is promoting, look, 00:33:57.590 --> 00:34:00.913 this product qualifies for FSA, 00:34:01.133 --> 00:34:02.294 HSA reimbursement. 00:34:02.673 --> 00:34:04.154 There are so many directions 00:34:04.194 --> 00:34:05.375 we could go with this. 00:34:06.435 --> 00:34:07.556 To your point, Jimmy, 00:34:07.916 --> 00:34:09.878 I don't feel comfortable saying, Hey, 00:34:09.978 --> 00:34:10.518 end of the year, 00:34:10.577 --> 00:34:11.237 you better use your 00:34:11.257 --> 00:34:12.858 benefits because I do think 00:34:12.878 --> 00:34:14.519 there's an ethical dilemma 00:34:14.559 --> 00:34:15.820 that comes up with that. 00:34:16.280 --> 00:34:16.661 It's like, 00:34:16.701 --> 00:34:18.242 that's not the purpose of insurance. 00:34:18.302 --> 00:34:20.623 Insurance isn't to maximize 00:34:20.684 --> 00:34:21.885 utilization every year, 00:34:22.465 --> 00:34:23.427 use it or lose it. 00:34:25.168 --> 00:34:28.251 So I'm on the fence, but full disclosure, 00:34:28.431 --> 00:34:29.391 I used to do that. 00:34:29.532 --> 00:34:31.653 I used to go out to my patient list. 00:34:32.355 --> 00:34:33.695 I never got good results 00:34:33.715 --> 00:34:35.697 with that to a cold audience, 00:34:36.197 --> 00:34:38.157 but to a reactivation 00:34:38.177 --> 00:34:39.619 campaign for people that 00:34:39.659 --> 00:34:41.018 have been patients before, 00:34:42.119 --> 00:34:43.659 that tends to work really well. 00:34:43.719 --> 00:34:43.918 Hey, 00:34:43.978 --> 00:34:45.500 it's been six months since we've seen 00:34:45.539 --> 00:34:46.559 you for your shoulder pain. 00:34:46.659 --> 00:34:47.760 Usually this is when the 00:34:47.820 --> 00:34:49.239 symptoms start to come back. 00:34:49.661 --> 00:34:51.061 If you haven't been consistent, 00:34:51.081 --> 00:34:52.280 you probably still have 00:34:52.340 --> 00:34:54.201 some coverage left on your policy. 00:34:54.641 --> 00:34:56.521 Come back in, let's do an update, 00:34:56.742 --> 00:34:58.041 one to three visits and 00:34:58.922 --> 00:34:59.983 take advantage before the 00:35:00.043 --> 00:35:00.822 end of the year and your 00:35:00.862 --> 00:35:01.922 deductible resets. 00:35:02.603 --> 00:35:04.023 But I will say real quick, Dave, 00:35:04.543 --> 00:35:06.545 I am planning my campaign 00:35:06.585 --> 00:35:07.726 for January when 00:35:07.766 --> 00:35:09.947 everybody's deductible does reset. 00:35:10.387 --> 00:35:11.228 That's when I'm going to 00:35:11.268 --> 00:35:14.010 make my big push for cash pay services, 00:35:14.050 --> 00:35:14.851 for Shockwave, 00:35:14.891 --> 00:35:17.172 for the Biodex Rehab Treadmill, 00:35:17.193 --> 00:35:18.574 for these things that if 00:35:18.594 --> 00:35:20.414 you're going to be paying cash anyway, 00:35:20.936 --> 00:35:22.036 let's make a big push to 00:35:22.056 --> 00:35:22.976 get you in the clinic, 00:35:23.016 --> 00:35:24.978 paying out of pocket during January, 00:35:25.038 --> 00:35:26.579 February, even into March. 00:35:27.579 --> 00:35:28.440 I do think you should 00:35:28.501 --> 00:35:29.722 understand the timing of 00:35:29.802 --> 00:35:30.661 insurance coverage. 00:35:30.681 --> 00:35:31.583 What were you going to say, Dave? 00:35:32.838 --> 00:35:34.900 So wait, based on what you just said there, 00:35:35.199 --> 00:35:35.860 if someone's going to pay 00:35:35.900 --> 00:35:36.780 you out of pocket in 00:35:36.840 --> 00:35:38.061 January for Shockwave, 00:35:38.422 --> 00:35:39.103 those funds are not going 00:35:39.123 --> 00:35:40.364 to go towards that deductible, right? 00:35:40.784 --> 00:35:41.405 No. 00:35:41.445 --> 00:35:43.126 So why would they care if it's January, 00:35:43.146 --> 00:35:45.148 February versus December or November? 00:35:45.608 --> 00:35:47.009 There's something that I've 00:35:47.070 --> 00:35:48.331 noticed in the psychology. 00:35:50.579 --> 00:35:52.201 You're saying they know that 00:35:52.221 --> 00:35:52.740 they're going to have to 00:35:52.780 --> 00:35:54.342 spend in January anyway. 00:35:54.563 --> 00:35:54.902 Yes. 00:35:56.003 --> 00:35:57.144 They're more mentally 00:35:57.184 --> 00:35:58.867 prepared to spend money out 00:35:58.947 --> 00:36:00.168 of pocket in January than 00:36:00.188 --> 00:36:00.989 they are in December. 00:36:01.449 --> 00:36:02.048 In December, 00:36:02.090 --> 00:36:03.451 you feel like you're wasting 00:36:03.490 --> 00:36:04.731 money if you spend it. 00:36:05.132 --> 00:36:06.773 and it's not covered by your insurance. 00:36:06.793 --> 00:36:08.295 But in January, you're like, well, 00:36:09.295 --> 00:36:09.777 either way, 00:36:10.077 --> 00:36:11.137 I'm going to be paying this 00:36:11.197 --> 00:36:12.039 money out of pocket, 00:36:12.099 --> 00:36:13.920 even if I get credit toward my deductible, 00:36:13.981 --> 00:36:15.181 but I might as well use it 00:36:15.222 --> 00:36:16.423 for something that I want 00:36:16.903 --> 00:36:18.885 instead of using it for something that, 00:36:18.985 --> 00:36:21.429 quote, is covered by insurance. 00:36:22.288 --> 00:36:23.228 Because she knows this stuff. 00:36:23.568 --> 00:36:24.688 Dana's dropping bombs there. 00:36:24.789 --> 00:36:25.750 She says not just Aetna. 00:36:25.769 --> 00:36:26.990 A lot of other plans have that too. 00:36:27.010 --> 00:36:28.090 There's an example of like 00:36:28.490 --> 00:36:30.492 if you attest to being 00:36:30.572 --> 00:36:31.913 physically active ten days 00:36:31.932 --> 00:36:33.733 a month and you get ten 00:36:33.773 --> 00:36:34.994 dollars a month on your card. 00:36:36.135 --> 00:36:37.396 Man, I'm just throwing money away. 00:36:37.615 --> 00:36:38.115 I'm active. 00:36:38.195 --> 00:36:39.117 I got the step counter. 00:36:40.777 --> 00:36:42.137 Everybody wants to bash 00:36:42.177 --> 00:36:43.217 Medicare Advantage. 00:36:43.699 --> 00:36:46.219 Go to the website, go to eHealth Insurance, 00:36:46.440 --> 00:36:47.739 go look at Medicare 00:36:47.760 --> 00:36:49.400 Advantage plans in your area. 00:36:49.900 --> 00:36:51.382 They have vision coverage. 00:36:51.422 --> 00:36:52.661 They have dental coverage. 00:36:52.702 --> 00:36:55.282 They have, my mother-in-law gets, I think, 00:36:55.362 --> 00:36:56.423 seventy-five dollars a 00:36:56.483 --> 00:36:58.085 month toward her electric 00:36:58.144 --> 00:37:01.525 bill through her Medicare Advantage plan. 00:37:01.885 --> 00:37:02.106 Like, 00:37:02.146 --> 00:37:04.286 there are so many additional benefits 00:37:04.327 --> 00:37:05.788 that traditional Medicare 00:37:05.867 --> 00:37:08.028 with a supplemental does not offer. 00:37:09.108 --> 00:37:10.250 I understand there's more 00:37:10.289 --> 00:37:11.570 freedom with Medicare 00:37:11.771 --> 00:37:13.371 traditional and a supplemental, 00:37:13.411 --> 00:37:15.092 but you're paying for that freedom. 00:37:15.132 --> 00:37:16.833 And if you're not interested 00:37:16.873 --> 00:37:17.974 in paying for that freedom, 00:37:18.454 --> 00:37:19.574 you could save a ton of money. 00:37:19.614 --> 00:37:21.155 This is not financial advice. 00:37:21.275 --> 00:37:22.956 I am not a financial advisor, 00:37:23.317 --> 00:37:23.956 but I'm just saying, 00:37:24.036 --> 00:37:25.458 go and look at what the 00:37:25.498 --> 00:37:27.978 advantage plans offer in your area. 00:37:28.039 --> 00:37:28.199 Yeah. 00:37:28.219 --> 00:37:29.000 But on average, 00:37:29.019 --> 00:37:31.641 are you comfortable discuss 00:37:31.681 --> 00:37:32.742 or just mentioning how much 00:37:32.782 --> 00:37:33.942 these advantage plans pay 00:37:33.961 --> 00:37:35.402 you for a four unit visit? 00:37:37.068 --> 00:37:38.210 generally they pay, well, 00:37:38.590 --> 00:37:40.612 if I'm contracted, you know, 00:37:40.632 --> 00:37:41.512 it's pretty close to the 00:37:41.532 --> 00:37:42.512 Medicare allowed amount. 00:37:43.492 --> 00:37:43.733 Yes, 00:37:43.773 --> 00:37:45.534 there's a higher out-of-pocket cost to 00:37:45.574 --> 00:37:47.356 the consumer if they have a 00:37:47.516 --> 00:37:48.637 lower cost plan. 00:37:49.016 --> 00:37:50.838 So if I'm going to save on monthly premium, 00:37:51.259 --> 00:37:53.260 I'm going to say pay a higher copay. 00:37:53.579 --> 00:37:55.481 But every time I've ever done the math, 00:37:55.902 --> 00:37:57.702 if you're not a world traveler, 00:37:57.742 --> 00:37:59.003 if you're not going to 00:37:59.423 --> 00:38:02.746 Arizona and Paris and, you know, 00:38:02.826 --> 00:38:04.086 all of these different places, 00:38:04.547 --> 00:38:06.329 most of my geriatric patients, 00:38:06.849 --> 00:38:08.750 they're living within a three mile radius. 00:38:08.789 --> 00:38:09.931 Their doctor is here. 00:38:10.652 --> 00:38:12.452 Everything is within that radius. 00:38:13.052 --> 00:38:14.494 They don't need the freedom 00:38:14.554 --> 00:38:16.275 that Medicare affords them. 00:38:16.956 --> 00:38:17.956 And they don't have the 00:38:18.016 --> 00:38:19.817 money to cover the Medicare 00:38:19.856 --> 00:38:22.398 Part B premium, the supplemental premium. 00:38:23.679 --> 00:38:24.380 They just don't. 00:38:24.500 --> 00:38:25.661 So for them, 00:38:26.021 --> 00:38:28.742 they've chosen Medicare Advantage plans. 00:38:29.182 --> 00:38:30.764 Even if they bark a little 00:38:30.804 --> 00:38:31.945 bit about the co-pays, 00:38:31.965 --> 00:38:32.846 they don't realize they're 00:38:32.865 --> 00:38:34.005 saving thousands of dollars 00:38:34.047 --> 00:38:34.706 on the back end. 00:38:36.597 --> 00:38:37.518 It sounds like, 00:38:37.798 --> 00:38:39.780 it seems like that they 00:38:40.260 --> 00:38:41.360 stack all the benefits. 00:38:41.380 --> 00:38:42.161 You get this, you get this. 00:38:42.202 --> 00:38:42.842 Like Tony just said, 00:38:42.862 --> 00:38:45.463 you get this dental benefit. 00:38:45.744 --> 00:38:46.545 We pay a little bit of the 00:38:46.625 --> 00:38:47.324 electrical bill. 00:38:47.364 --> 00:38:48.126 We're paying a little bit of 00:38:48.146 --> 00:38:48.686 this and that. 00:38:49.166 --> 00:38:50.447 But I don't know. 00:38:50.487 --> 00:38:52.268 But then there's a higher deductible. 00:38:52.288 --> 00:38:53.329 So it all evens out anyway. 00:38:53.797 --> 00:38:54.478 It does. 00:38:54.577 --> 00:38:55.318 It's a business. 00:38:55.358 --> 00:38:56.219 Like, come on, guys. 00:38:56.719 --> 00:38:57.840 Most people have to lose 00:38:57.880 --> 00:38:59.543 money paying for health insurance. 00:38:59.563 --> 00:39:01.184 So a couple people get 00:39:01.264 --> 00:39:03.726 ridiculous returns on the investment. 00:39:03.827 --> 00:39:05.168 And I share this story about 00:39:05.208 --> 00:39:06.050 my mom all the time. 00:39:06.449 --> 00:39:07.871 My mom griped and complained 00:39:07.891 --> 00:39:09.152 about spending ten thousand 00:39:09.193 --> 00:39:09.994 dollars a year. 00:39:10.373 --> 00:39:11.755 The first year she was on 00:39:11.795 --> 00:39:13.398 Medicare and then went to a 00:39:13.498 --> 00:39:14.579 Medicare Advantage because 00:39:14.599 --> 00:39:16.320 she'd never used her health insurance. 00:39:16.681 --> 00:39:17.822 Well, she was diabetic. 00:39:17.842 --> 00:39:18.722 She was a smoker. 00:39:19.382 --> 00:39:20.463 She didn't use her health 00:39:20.503 --> 00:39:21.443 insurance because she never 00:39:21.503 --> 00:39:22.844 sought out medical treatment. 00:39:23.264 --> 00:39:24.565 Year number one, she lost money. 00:39:24.605 --> 00:39:25.945 Year number two, she lost money. 00:39:25.985 --> 00:39:26.865 Three, four, five. 00:39:27.485 --> 00:39:28.226 Year number five, 00:39:28.246 --> 00:39:29.567 she's invested ten thousand 00:39:29.606 --> 00:39:31.307 dollars a year, fifty thousand dollars. 00:39:31.347 --> 00:39:32.588 But then then. 00:39:33.168 --> 00:39:34.909 She goes on dialysis. 00:39:35.128 --> 00:39:36.869 Then she goes into ICU. 00:39:36.889 --> 00:39:37.989 Then she gets into a car 00:39:38.050 --> 00:39:39.550 accident and has a brain bleed. 00:39:40.311 --> 00:39:40.791 Sad story. 00:39:40.871 --> 00:39:42.471 She eventually passes away 00:39:42.891 --> 00:39:44.391 after being in skilled nursing. 00:39:44.851 --> 00:39:46.291 But in that year of her life, 00:39:46.311 --> 00:39:47.632 she probably spent half a 00:39:47.672 --> 00:39:49.313 million dollars in medical 00:39:49.353 --> 00:39:51.773 services that theoretically 00:39:51.813 --> 00:39:53.012 she paid fifty thousand 00:39:53.032 --> 00:39:55.313 dollars for over the previous five years. 00:39:55.873 --> 00:39:56.173 You know, 00:39:56.333 --> 00:39:58.014 I think any of us here would take 00:39:58.034 --> 00:39:59.054 a fifty thousand dollar 00:39:59.074 --> 00:40:00.615 investment to get a half a 00:40:00.655 --> 00:40:03.677 million dollar return on that investment. 00:40:04.637 --> 00:40:07.159 It's just the way the business runs. 00:40:07.418 --> 00:40:07.998 I get it. 00:40:08.239 --> 00:40:09.719 If you don't understand it, 00:40:09.800 --> 00:40:12.641 it looks very harmful to the consumer, 00:40:13.242 --> 00:40:14.621 but we can't afford. 00:40:15.603 --> 00:40:16.762 Everybody has to lose money. 00:40:16.802 --> 00:40:17.824 So a couple of people make a 00:40:17.903 --> 00:40:20.445 ton of money on the return in coverage. 00:40:21.356 --> 00:40:21.536 All right, 00:40:21.577 --> 00:40:22.858 on a little bit of a happier note, 00:40:22.918 --> 00:40:25.039 going back to that Aetna form, 00:40:25.398 --> 00:40:26.358 I forgot to mention this. 00:40:26.739 --> 00:40:28.019 So Tony posted this online 00:40:28.740 --> 00:40:32.762 and unfortunately in my email CRM, 00:40:32.963 --> 00:40:33.702 I don't have people 00:40:33.742 --> 00:40:35.264 categorized by their insurance, 00:40:35.304 --> 00:40:36.824 but I need to do this in the future. 00:40:37.144 --> 00:40:37.764 Here's why. 00:40:38.144 --> 00:40:39.666 I saw this form Tony posted, 00:40:39.686 --> 00:40:40.405 the one that we just talked 00:40:40.425 --> 00:40:41.106 about a few minutes ago, 00:40:41.146 --> 00:40:42.907 the Aetna reimbursement up to six, 00:40:43.168 --> 00:40:44.668 six hundred dollars per calendar year. 00:40:45.809 --> 00:40:49.130 And I grabbed the link and I remembered, 00:40:49.331 --> 00:40:49.771 you know, 00:40:49.831 --> 00:40:50.773 several different people that 00:40:50.813 --> 00:40:51.793 have Aetna insurance. 00:40:51.932 --> 00:40:54.175 And I emailed it to them as 00:40:54.295 --> 00:40:55.896 a goodwill email. 00:40:55.976 --> 00:40:56.275 Right. 00:40:56.376 --> 00:40:57.476 In terms of like touching 00:40:57.536 --> 00:40:59.498 base with consumers, previous patients, 00:41:01.059 --> 00:41:02.619 not no call to action. 00:41:02.721 --> 00:41:04.222 Like, obviously, they know who we are. 00:41:04.302 --> 00:41:05.702 It's just a reminder, like, hey, 00:41:05.742 --> 00:41:07.423 we exist or hey, we're still here. 00:41:07.824 --> 00:41:09.105 But there was no there was 00:41:09.144 --> 00:41:10.326 no call to action like, hey. 00:41:11.485 --> 00:41:12.827 And also, if you have any aches or pains, 00:41:12.847 --> 00:41:13.166 whatever, 00:41:13.206 --> 00:41:14.829 like they know us like the 00:41:14.849 --> 00:41:15.409 people that spent. 00:41:16.228 --> 00:41:17.110 hundreds or definitely 00:41:17.150 --> 00:41:18.090 thousands of dollars with us. 00:41:18.110 --> 00:41:19.889 Like they know we're a text 00:41:19.909 --> 00:41:21.130 or a call or an email away. 00:41:21.791 --> 00:41:23.331 So I grabbed that link and I 00:41:24.132 --> 00:41:27.012 looked up some emails or in my, uh, uh, 00:41:27.052 --> 00:41:28.472 EMR, who else has Aetna? 00:41:28.632 --> 00:41:29.994 And I sent it to, I don't know, 00:41:30.673 --> 00:41:33.014 and people or something manually, but, 00:41:33.155 --> 00:41:34.074 but I need it in my, 00:41:34.474 --> 00:41:35.936 I need it in the EMR or the 00:41:36.036 --> 00:41:38.577 CRM to send this in the future. 00:41:39.197 --> 00:41:39.416 Um, 00:41:40.077 --> 00:41:40.677 automatically, 00:41:40.737 --> 00:41:41.619 like maybe at the end of 00:41:41.679 --> 00:41:42.519 next year or something. 00:41:43.561 --> 00:41:45.063 And it's just a goodwill email. 00:41:45.483 --> 00:41:46.905 And I feel like that is 00:41:46.945 --> 00:41:48.425 something that is so overlooked. 00:41:48.445 --> 00:41:49.987 Like how often do we not, 00:41:50.248 --> 00:41:51.329 how often do we send emails 00:41:51.369 --> 00:41:52.650 where it's about, well, 00:41:52.690 --> 00:41:54.072 what's in it for us and not 00:41:54.112 --> 00:41:55.134 what's in it for the recipient, 00:41:55.153 --> 00:41:55.994 your current patient or 00:41:56.014 --> 00:41:56.795 your previous patient. 00:41:58.425 --> 00:41:58.704 Yeah, 00:41:58.784 --> 00:42:01.126 I did a flow chart once of should we 00:42:01.166 --> 00:42:01.927 send this email? 00:42:02.728 --> 00:42:04.349 And the flow chart did not 00:42:04.389 --> 00:42:06.012 have does it benefit us in 00:42:06.032 --> 00:42:06.612 the flow chart. 00:42:07.632 --> 00:42:08.733 Would the person receiving 00:42:08.753 --> 00:42:10.114 this email find this beneficial? 00:42:10.614 --> 00:42:12.717 If the answer was yes, send the email. 00:42:13.617 --> 00:42:14.938 But we send too many emails. 00:42:15.559 --> 00:42:16.300 I don't know, man. 00:42:16.721 --> 00:42:17.902 I got some really close friends. 00:42:18.382 --> 00:42:19.402 And if it's good news, 00:42:19.943 --> 00:42:21.264 I sort of don't ever get bummed out. 00:42:21.585 --> 00:42:22.364 I don't feel inundated. 00:42:23.206 --> 00:42:24.047 And that's the difference, 00:42:24.086 --> 00:42:25.788 which is what is your intent? 00:42:25.927 --> 00:42:27.128 What is the value? 00:42:29.170 --> 00:42:29.769 A thing I'm understanding 00:42:29.789 --> 00:42:30.990 what you're saying is a lot 00:42:31.030 --> 00:42:32.070 of people didn't respond or 00:42:32.090 --> 00:42:33.052 didn't take advantage of it 00:42:33.072 --> 00:42:33.911 when you sent that thing 00:42:33.931 --> 00:42:35.913 that had no real benefit to Dave, 00:42:35.952 --> 00:42:36.833 but a hundred percent 00:42:36.873 --> 00:42:38.054 benefit to the people receiving it. 00:42:38.951 --> 00:42:39.210 Almost, 00:42:39.530 --> 00:42:40.672 I think almost a hundred percent of 00:42:40.731 --> 00:42:42.413 the people emailed me back and said, 00:42:42.693 --> 00:42:43.434 thank you so much. 00:42:43.474 --> 00:42:44.735 Or thanks for thinking of us or whatever. 00:42:44.815 --> 00:42:46.215 So that is just building 00:42:46.275 --> 00:42:48.117 goodwill for future, 00:42:48.637 --> 00:42:49.336 for working with them in 00:42:49.376 --> 00:42:51.579 the future or future asks. 00:42:51.639 --> 00:42:52.759 Like if they didn't write a 00:42:52.778 --> 00:42:53.679 Google review or whatever. 00:42:53.860 --> 00:42:55.201 You were out there looking out for me. 00:42:55.420 --> 00:42:56.101 Appreciate you. 00:42:57.101 --> 00:43:00.344 You know, like people understand, 00:43:00.364 --> 00:43:01.784 people remember that a ton. 00:43:01.864 --> 00:43:04.887 What do you got on the screen there, Tony? 00:43:05.757 --> 00:43:08.639 So Dana brought this great point up, 00:43:08.679 --> 00:43:10.920 and I talk to my cohort all 00:43:10.960 --> 00:43:11.920 the time about this. 00:43:12.581 --> 00:43:14.143 Medicare Advantage has a max 00:43:14.302 --> 00:43:15.103 out-of-pocket. 00:43:15.384 --> 00:43:17.324 This is a benefit not touted enough. 00:43:17.385 --> 00:43:18.826 Every therapist needs MA 00:43:18.885 --> 00:43:20.226 strategy in their clinic. 00:43:21.166 --> 00:43:21.967 Let's talk about that. 00:43:22.007 --> 00:43:23.188 So a lot of therapists want 00:43:23.208 --> 00:43:24.550 to be out of network for 00:43:24.610 --> 00:43:25.951 Medicare Advantage plans. 00:43:26.530 --> 00:43:27.931 And I explained to them, I'm like, OK, 00:43:27.952 --> 00:43:28.672 you know, that's great. 00:43:28.753 --> 00:43:29.454 If you go to 00:43:29.574 --> 00:43:30.775 UnitedHealthcare as an 00:43:30.894 --> 00:43:31.996 out-of-network provider, 00:43:32.016 --> 00:43:33.317 the allowed amount is far 00:43:33.376 --> 00:43:34.818 higher than if you're an 00:43:34.958 --> 00:43:36.260 in-network provider for 00:43:36.340 --> 00:43:38.141 UnitedHealthcare or Medicare Advantage. 00:43:38.762 --> 00:43:40.463 But there has to be a strategy in this. 00:43:40.503 --> 00:43:41.764 And so the strategy that we 00:43:41.844 --> 00:43:43.085 utilize that we talk about 00:43:43.965 --> 00:43:46.166 If I want to focus my 00:43:46.226 --> 00:43:47.467 marketing on individuals 00:43:47.487 --> 00:43:48.367 that have had a major 00:43:48.427 --> 00:43:50.989 surgery or a major neurologic event. 00:43:51.028 --> 00:43:52.588 So let's say somebody has a stroke. 00:43:52.628 --> 00:43:54.909 I don't do neuro, but they have a stroke. 00:43:55.070 --> 00:43:56.210 They're in the ICU. 00:43:56.351 --> 00:43:57.050 They're admitted. 00:43:57.090 --> 00:43:58.030 They do inpatient. 00:43:58.050 --> 00:43:59.112 They do transitional. 00:43:59.152 --> 00:44:00.532 Then they get discharged to home. 00:44:00.952 --> 00:44:02.532 They've likely exceeded the 00:44:02.693 --> 00:44:04.132 out-of-pocket maximum for 00:44:04.152 --> 00:44:05.454 the calendar year for that 00:44:05.514 --> 00:44:06.614 Medicare Advantage plan. 00:44:07.114 --> 00:44:08.355 Now you market to that 00:44:08.394 --> 00:44:10.775 person as an out-of-network provider. 00:44:11.536 --> 00:44:13.338 that person will have zero 00:44:13.438 --> 00:44:15.380 out-of-pocket expense and 00:44:15.420 --> 00:44:16.722 the insurance company will 00:44:16.762 --> 00:44:18.405 pay you the higher 00:44:18.585 --> 00:44:21.108 out-of-network allowed amount, 00:44:21.568 --> 00:44:22.670 assuming that plan has 00:44:22.791 --> 00:44:23.811 out-of-network coverage. 00:44:24.233 --> 00:44:25.273 That doesn't happen with 00:44:25.333 --> 00:44:27.217 traditional Medicare Part B 00:44:27.317 --> 00:44:28.378 and some other plans. 00:44:29.139 --> 00:44:31.260 When I'm looking at helping 00:44:31.420 --> 00:44:32.320 a therapist who wants to be 00:44:32.360 --> 00:44:33.960 out of network Medicare Advantage, 00:44:34.302 --> 00:44:34.782 I'm like, look, 00:44:34.842 --> 00:44:35.961 you can market to high 00:44:36.001 --> 00:44:37.322 functioning geriatrics with 00:44:37.362 --> 00:44:39.103 Medicare Advantage who 00:44:39.204 --> 00:44:42.085 strain a rotator cuff in January. 00:44:42.525 --> 00:44:43.545 They're going to have to pay 00:44:43.585 --> 00:44:44.827 the full allowed amount. 00:44:45.246 --> 00:44:46.067 But instead, 00:44:46.186 --> 00:44:47.648 if you market to a person who 00:44:47.668 --> 00:44:49.048 had a rotator cuff repair, 00:44:49.708 --> 00:44:51.050 Following surgery, 00:44:51.090 --> 00:44:52.552 they likely have exceeded 00:44:52.592 --> 00:44:53.994 that out-of-pocket max. 00:44:54.333 --> 00:44:55.954 They'll have zero expense, 00:44:56.416 --> 00:44:57.657 and they can select you as 00:44:57.697 --> 00:44:58.478 their therapist, 00:44:58.518 --> 00:44:59.398 and you're going to receive 00:44:59.418 --> 00:45:01.400 the full out-of-pocket reimbursement, 00:45:01.420 --> 00:45:02.762 which is a much higher rate 00:45:03.061 --> 00:45:04.083 than the in-network 00:45:04.123 --> 00:45:05.344 contracted allowed amount. 00:45:06.588 --> 00:45:09.391 We do this also for younger individuals. 00:45:09.431 --> 00:45:11.092 Forget Medicare Advantage for a second. 00:45:11.112 --> 00:45:12.153 So I have a young dad. 00:45:12.514 --> 00:45:14.076 He's working at the steel mill. 00:45:14.115 --> 00:45:15.197 He's really healthy. 00:45:15.237 --> 00:45:16.318 He has no problems. 00:45:17.219 --> 00:45:19.001 He's out with his kids on the weekend. 00:45:19.701 --> 00:45:21.202 He tears an AC out. 00:45:21.882 --> 00:45:25.364 goes in for surgery, I verify coverage, 00:45:25.846 --> 00:45:27.246 we usually see them pretty 00:45:27.286 --> 00:45:29.148 quick within a couple of days of surgery. 00:45:29.527 --> 00:45:29.728 Well, 00:45:29.748 --> 00:45:32.210 if the surgical charges haven't been 00:45:32.289 --> 00:45:35.271 processed, we hold those claims. 00:45:35.632 --> 00:45:37.373 We allow the hospital charges, 00:45:37.413 --> 00:45:38.634 the anesthesia charges, 00:45:38.653 --> 00:45:40.635 the surgical charges to all process, 00:45:40.715 --> 00:45:42.315 allowing that patient's 00:45:42.775 --> 00:45:43.996 insurance to pay all the 00:45:44.036 --> 00:45:44.838 other stuff first. 00:45:45.518 --> 00:45:47.161 Then when we submit our claim, 00:45:47.320 --> 00:45:48.322 if they've exceeded their 00:45:48.442 --> 00:45:49.583 out-of-pocket maximum, 00:45:50.025 --> 00:45:51.987 now we receive the full reimbursement. 00:45:52.108 --> 00:45:53.829 So that patient doesn't have 00:45:53.869 --> 00:45:55.152 to worry about a deductible. 00:45:55.192 --> 00:45:56.634 They don't have to worry about copay, 00:45:56.673 --> 00:45:57.275 coinsurance. 00:45:57.315 --> 00:45:58.336 It's all taken care of. 00:45:59.038 --> 00:46:00.340 And one layer on top of that, 00:46:01.527 --> 00:46:03.429 When I go to the hospital 00:46:03.510 --> 00:46:05.431 for one of my kids who needs stitches, 00:46:06.351 --> 00:46:08.132 I get a prompt pay discount. 00:46:08.393 --> 00:46:10.054 If I'm the provider, 00:46:10.534 --> 00:46:11.896 if I'm too quick to send in 00:46:11.916 --> 00:46:13.117 my claims before the 00:46:13.157 --> 00:46:14.858 deductible has been satisfied, 00:46:15.398 --> 00:46:16.219 I don't want to give that 00:46:16.259 --> 00:46:17.380 patient a fifty percent 00:46:17.980 --> 00:46:18.721 prompt pay discount, 00:46:18.740 --> 00:46:19.601 but the hospital will. 00:46:20.442 --> 00:46:21.864 so I know I said a lot of 00:46:21.903 --> 00:46:23.184 stuff I know most of it 00:46:23.204 --> 00:46:25.027 just went over everybody's 00:46:25.067 --> 00:46:26.349 head I just want you to 00:46:26.389 --> 00:46:28.150 have this kind of in your 00:46:28.170 --> 00:46:30.293 brains a little bit we 00:46:30.313 --> 00:46:31.614 should have a strategy in 00:46:31.655 --> 00:46:32.675 place whether you're 00:46:32.735 --> 00:46:34.398 contracted non-contracted 00:46:34.478 --> 00:46:35.840 in network out of network 00:46:36.300 --> 00:46:37.240 we need to have these 00:46:37.280 --> 00:46:38.302 conversations and 00:46:38.362 --> 00:46:40.083 understand how all of this works 00:46:40.864 --> 00:46:41.706 And the truth is, 00:46:41.945 --> 00:46:43.086 when I talk to therapists, 00:46:43.106 --> 00:46:44.688 the smartest people in the world, 00:46:45.208 --> 00:46:46.088 they don't even understand 00:46:46.128 --> 00:46:47.068 their own benefits. 00:46:47.268 --> 00:46:48.329 They don't even understand 00:46:48.369 --> 00:46:50.050 their own insurance coverage. 00:46:51.331 --> 00:46:54.134 So I'm glad Dana brought up 00:46:54.153 --> 00:46:54.994 that conversation. 00:46:55.014 --> 00:46:56.876 She's putting a ton of comments out here. 00:46:57.255 --> 00:46:58.597 That's got to be by design, right? 00:46:58.637 --> 00:46:59.840 This thing's so complicated. 00:46:59.940 --> 00:47:01.844 But if you ever get called on it, 00:47:01.864 --> 00:47:02.525 you can say, look, 00:47:02.565 --> 00:47:03.847 page sixty three section 00:47:03.887 --> 00:47:05.550 subsection four line two. 00:47:05.951 --> 00:47:06.532 It's in there. 00:47:06.851 --> 00:47:08.014 We set it and we deliver. 00:47:08.034 --> 00:47:08.815 You just never did. 00:47:08.896 --> 00:47:09.597 You never clicked on the 00:47:09.637 --> 00:47:10.679 thing to bring the thing. 00:47:12.661 --> 00:47:14.001 Here's another one real quick. 00:47:14.061 --> 00:47:16.063 Palliative care will keep growing, 00:47:16.902 --> 00:47:18.302 address the high costs in 00:47:18.342 --> 00:47:19.503 the last years of life. 00:47:19.943 --> 00:47:21.264 Patient's experience last 00:47:21.304 --> 00:47:22.545 year is often terrible. 00:47:22.565 --> 00:47:24.284 Yeah, my mom suffered. 00:47:24.724 --> 00:47:27.385 It was not the way she wanted to go, 00:47:28.865 --> 00:47:30.347 but we don't talk about that stuff. 00:47:30.387 --> 00:47:31.847 We don't get educated. 00:47:31.887 --> 00:47:33.126 We don't get trained on it. 00:47:33.206 --> 00:47:35.168 I think this is a huge aspect. 00:47:35.788 --> 00:47:36.889 Hospice is amazing. 00:47:37.228 --> 00:47:38.630 And there are some huge 00:47:38.710 --> 00:47:40.311 social media hospice channels. 00:47:41.072 --> 00:47:42.173 I think it's Nurse Debbie 00:47:42.393 --> 00:47:43.894 has a huge one that my 00:47:43.934 --> 00:47:45.556 wife's family all like 00:47:45.597 --> 00:47:47.137 followed everything she put out. 00:47:48.079 --> 00:47:50.181 I think there's a huge opportunity for OT, 00:47:50.221 --> 00:47:50.641 PT, 00:47:50.842 --> 00:47:52.742 SLP to move into that space a little 00:47:52.782 --> 00:47:53.164 bit more. 00:47:54.157 --> 00:47:55.157 She's adding this too, 00:47:55.318 --> 00:47:56.159 in terms of the future. 00:47:56.179 --> 00:47:57.360 And that's also what I want to talk about. 00:47:57.380 --> 00:47:57.960 The last thing I want to 00:47:57.980 --> 00:47:58.639 talk about in the episode, 00:47:58.659 --> 00:47:59.501 but we'll go with Dana thing. 00:47:59.940 --> 00:48:00.621 Dana's last thing. 00:48:00.880 --> 00:48:01.420 A couple of weeks ago, 00:48:01.460 --> 00:48:02.342 she was at a conference and 00:48:02.402 --> 00:48:04.762 former HHS secretaries 00:48:05.583 --> 00:48:07.264 Shalaya and Azar agreed 00:48:07.284 --> 00:48:08.985 that prediction of Medicare 00:48:09.005 --> 00:48:10.005 advantage will be seventy 00:48:10.025 --> 00:48:11.686 percent of Medicare by twenty thirty. 00:48:12.206 --> 00:48:13.347 That sounds like it's crazy 00:48:13.387 --> 00:48:14.068 far in the future. 00:48:14.487 --> 00:48:15.927 It's pretty much twenty twenty five. 00:48:15.947 --> 00:48:16.628 So that's not that far. 00:48:17.509 --> 00:48:18.949 It's a read the tea leaves kind of thing, 00:48:18.989 --> 00:48:19.449 of course. 00:48:19.530 --> 00:48:20.951 But these are the people who were 00:48:22.085 --> 00:48:23.286 sort of embedded in these things. 00:48:23.545 --> 00:48:24.586 So take that for what you will. 00:48:24.606 --> 00:48:27.748 Yeah. 00:48:28.048 --> 00:48:30.010 Real quick in regards to hospice, I agree. 00:48:30.130 --> 00:48:31.751 I interviewed a super smart 00:48:31.771 --> 00:48:35.032 guy a couple months ago, David Sands. 00:48:35.072 --> 00:48:36.574 He's the director of 00:48:36.634 --> 00:48:37.974 healthcare at EF Hutton. 00:48:38.094 --> 00:48:40.036 EF Hutton is a really big 00:48:40.076 --> 00:48:41.496 investment bank in New York City. 00:48:41.516 --> 00:48:42.557 They do a ton of deals. 00:48:42.878 --> 00:48:43.597 They've been around for like 00:48:43.617 --> 00:48:45.378 a hundred years and he runs 00:48:45.418 --> 00:48:48.340 their healthcare deals, all their deals. 00:48:49.621 --> 00:48:50.282 he came on my show, 00:48:50.302 --> 00:48:52.385 we did a state of healthcare, 00:48:52.505 --> 00:48:53.746 MNA mergers and acquisitions. 00:48:54.288 --> 00:48:55.168 And at the end of that episode, 00:48:55.188 --> 00:48:55.789 we were talking about 00:48:55.829 --> 00:48:57.851 hospice and he loves it. 00:48:58.012 --> 00:48:59.393 He sees a lot of value in it. 00:48:59.534 --> 00:48:59.914 And he, 00:48:59.934 --> 00:49:02.097 I think he gave an example like that, 00:49:02.137 --> 00:49:03.378 like a, like a family story. 00:49:04.179 --> 00:49:04.320 Um, 00:49:05.153 --> 00:49:07.795 It's something that I think respectfully, 00:49:08.157 --> 00:49:09.318 you know, 00:49:09.338 --> 00:49:10.838 families and consumers are more 00:49:10.858 --> 00:49:12.139 likely to just pay out of 00:49:12.159 --> 00:49:13.442 pocket for if they find the 00:49:13.461 --> 00:49:17.264 right fit because of the 00:49:17.505 --> 00:49:18.746 situation where there's 00:49:18.967 --> 00:49:20.307 less focus around like, 00:49:20.387 --> 00:49:21.869 is this covered by insurance or not? 00:49:21.889 --> 00:49:22.849 Or we need to get someone in 00:49:22.889 --> 00:49:23.451 here right away. 00:49:24.150 --> 00:49:25.952 I think the only challenge, 00:49:26.353 --> 00:49:27.434 and hospice is similar to 00:49:27.474 --> 00:49:28.976 my practice for the most part, 00:49:29.757 --> 00:49:30.757 you don't need a brick and mortar, 00:49:31.177 --> 00:49:32.159 you're going into people's 00:49:32.179 --> 00:49:33.480 homes if they're assuming 00:49:33.500 --> 00:49:34.762 that they're still at home, 00:49:35.382 --> 00:49:37.284 unless they're at a 00:49:37.324 --> 00:49:38.525 facility or something like that. 00:49:39.346 --> 00:49:40.547 I think the only challenge 00:49:40.887 --> 00:49:42.186 with growing a hospice 00:49:42.226 --> 00:49:44.088 practice would be keeping 00:49:44.128 --> 00:49:45.668 the professionals because 00:49:45.708 --> 00:49:47.829 of all of the like every day, 00:49:47.869 --> 00:49:48.429 it's like all of your 00:49:48.469 --> 00:49:49.690 patients and clients are in 00:49:49.750 --> 00:49:52.110 like the most challenging situation ever. 00:49:53.391 --> 00:49:56.253 And that probably can't be 00:49:56.293 --> 00:49:57.594 great for team members, 00:49:57.614 --> 00:49:59.393 whether it's a nurse, a therapist, 00:50:00.315 --> 00:50:01.074 a care companion, 00:50:01.114 --> 00:50:01.894 someone who is not even 00:50:02.576 --> 00:50:03.655 just their coach and trained, 00:50:03.675 --> 00:50:04.456 but they're not licensed, 00:50:04.496 --> 00:50:05.757 depending on states and 00:50:06.456 --> 00:50:07.318 regulation and all that. 00:50:08.077 --> 00:50:08.818 I think that the most 00:50:08.838 --> 00:50:09.679 challenging thing would be 00:50:10.018 --> 00:50:10.878 retaining those team 00:50:10.898 --> 00:50:13.139 members because all day, every day, 00:50:13.179 --> 00:50:15.360 they're with a challenging 00:50:15.400 --> 00:50:17.001 situation with the patient, the client, 00:50:17.021 --> 00:50:17.782 the family members. 00:50:18.922 --> 00:50:21.402 And there's no way that could be easy. 00:50:22.782 --> 00:50:24.123 So this would be a situation 00:50:24.163 --> 00:50:24.983 where you could say, 00:50:25.262 --> 00:50:26.204 and I do think there are 00:50:26.244 --> 00:50:27.485 individuals that thrive in 00:50:27.525 --> 00:50:28.284 that environment. 00:50:28.324 --> 00:50:29.646 Like they love it. 00:50:29.726 --> 00:50:30.945 They live in it. 00:50:31.005 --> 00:50:32.947 They get the most fulfillment from it. 00:50:32.967 --> 00:50:33.208 You know, 00:50:33.228 --> 00:50:35.409 back to burnout doesn't happen 00:50:35.449 --> 00:50:37.170 because you're overworked and underpaid. 00:50:37.230 --> 00:50:40.110 Burnout happens because you don't get joy. 00:50:40.150 --> 00:50:41.271 You don't get, you know, 00:50:41.311 --> 00:50:42.512 appreciation for the work 00:50:42.532 --> 00:50:43.273 that you're doing. 00:50:44.293 --> 00:50:45.893 And knowing some hospice 00:50:45.954 --> 00:50:47.275 nurses that are in that world, 00:50:47.335 --> 00:50:48.255 they live for it. 00:50:48.275 --> 00:50:48.715 They love it. 00:50:49.056 --> 00:50:49.876 But that being said, 00:50:50.257 --> 00:50:52.318 you could also just sprinkle that in. 00:50:52.458 --> 00:50:53.398 So you put a little bit of 00:50:53.418 --> 00:50:56.240 that caseload into your overall mix, 00:50:56.581 --> 00:50:57.202 put a little bit of 00:50:57.222 --> 00:50:59.043 athletics into your overall mix. 00:50:59.302 --> 00:51:01.144 You know, you mix it up. 00:51:01.224 --> 00:51:03.447 I did want to say there's a 00:51:03.487 --> 00:51:04.447 misconception that if a 00:51:04.507 --> 00:51:05.467 patient's on hospice, 00:51:05.487 --> 00:51:07.188 they do not have or they 00:51:07.228 --> 00:51:08.469 can't qualify for Medicare 00:51:08.489 --> 00:51:10.311 coverage for therapy services. 00:51:10.371 --> 00:51:11.132 And that's not true. 00:51:11.472 --> 00:51:13.034 There are modifiers you can use. 00:51:13.074 --> 00:51:14.135 There are services you can 00:51:14.175 --> 00:51:15.215 provide that even if the 00:51:15.255 --> 00:51:16.496 patient is on hospice, 00:51:17.418 --> 00:51:18.539 And especially now with the 00:51:18.579 --> 00:51:20.079 caregiver codes and some 00:51:20.199 --> 00:51:22.362 other services we have available to us, 00:51:22.902 --> 00:51:24.864 you can absolutely build a 00:51:25.126 --> 00:51:26.387 incredibly successful 00:51:26.427 --> 00:51:28.509 business incorporating that 00:51:28.568 --> 00:51:30.791 population as a hybrid model, 00:51:30.911 --> 00:51:32.313 some covered by Medicare, 00:51:32.373 --> 00:51:33.454 some self-paid by the 00:51:33.815 --> 00:51:35.016 patient or the family. 00:51:35.737 --> 00:51:37.358 I think there's a huge opportunity there. 00:51:39.197 --> 00:51:39.998 I got to dip a little early. 00:51:40.018 --> 00:51:41.739 I got to go talk to a PT program. 00:51:41.759 --> 00:51:43.659 Let's wrap it up. 00:51:43.699 --> 00:51:43.878 Let's do. 00:51:43.898 --> 00:51:44.860 One last thing I want to throw out there. 00:51:45.059 --> 00:51:46.000 We're off on Thursday. 00:51:46.559 --> 00:51:47.079 Yeah. 00:51:47.119 --> 00:51:48.701 I do want to before the end of the year, 00:51:48.740 --> 00:51:50.141 but he loves to reflect. 00:51:50.581 --> 00:51:52.402 I want to be the first people to reflect. 00:51:52.422 --> 00:51:53.661 Right. 00:51:53.702 --> 00:51:54.621 So I want, 00:51:54.643 --> 00:51:56.362 we've talked about this off offline, 00:51:56.382 --> 00:51:57.902 which is let's come together. 00:51:57.922 --> 00:51:58.824 Let's each have two. 00:52:00.134 --> 00:52:01.253 Big, hairy, 00:52:01.434 --> 00:52:03.414 audacious predictions for 00:52:03.454 --> 00:52:04.434 twenty twenty five. 00:52:04.914 --> 00:52:05.755 I don't want to know what 00:52:05.775 --> 00:52:07.775 yours are until we're live. 00:52:08.295 --> 00:52:10.315 So let's do it the first week in December, 00:52:10.335 --> 00:52:11.576 the first Tuesday in December. 00:52:12.277 --> 00:52:14.016 Twenty twenty five predictions. 00:52:14.036 --> 00:52:16.978 This is the skate where the puck is going, 00:52:17.057 --> 00:52:18.637 not where the puck is sort of moments. 00:52:18.818 --> 00:52:19.838 And what what advice would 00:52:19.858 --> 00:52:21.139 you give for practice owners? 00:52:21.679 --> 00:52:22.358 Parting shots. 00:52:22.398 --> 00:52:23.199 Dave, what do you got today? 00:52:24.684 --> 00:52:25.324 parting shots. 00:52:25.764 --> 00:52:26.804 I'll just go back real quick. 00:52:27.025 --> 00:52:28.545 I'm thankful for what we do, 00:52:28.606 --> 00:52:30.668 for what we collaborate on here. 00:52:31.487 --> 00:52:33.168 I get fulfillment and energy from it. 00:52:34.570 --> 00:52:35.851 And I'm glad that other 00:52:35.931 --> 00:52:37.170 owners and other practices 00:52:37.451 --> 00:52:39.293 and physical therapists and 00:52:39.353 --> 00:52:41.034 other therapists like what we're doing. 00:52:42.353 --> 00:52:46.556 And I would say also that we 00:52:46.597 --> 00:52:47.737 put out a lot of 00:52:48.757 --> 00:52:50.938 actually tactical steps and 00:52:51.159 --> 00:52:52.960 uh ideas and processes so 00:52:52.981 --> 00:52:53.920 just like jeremy sutton and 00:52:53.940 --> 00:52:54.762 other people out there like 00:52:54.822 --> 00:52:56.161 if you hear something that 00:52:56.181 --> 00:52:57.083 we're talking about you 00:52:57.182 --> 00:52:58.204 test it you implement it 00:52:58.443 --> 00:52:59.344 just give us feedback let 00:52:59.364 --> 00:53:00.184 us know like maybe it 00:53:00.224 --> 00:53:01.025 worked for you maybe it 00:53:01.065 --> 00:53:02.706 didn't um like jeremy 00:53:02.746 --> 00:53:04.646 sutton took our idea and he 00:53:04.766 --> 00:53:05.867 started advertising for 00:53:05.887 --> 00:53:07.068 like the next day like the 00:53:07.389 --> 00:53:08.750 uh got like parkinson's 00:53:08.769 --> 00:53:10.351 golf program like whatever 00:53:10.371 --> 00:53:11.471 he was charging and you 00:53:11.490 --> 00:53:11.811 know if you have 00:53:11.871 --> 00:53:14.132 parkinson's I'll he would go with you to 00:53:14.793 --> 00:53:16.373 you know nine holes of golf 00:53:16.474 --> 00:53:17.534 or full rounds of golf or 00:53:17.554 --> 00:53:18.514 whatever like if you have 00:53:18.554 --> 00:53:20.255 parkinson's and if you have 00:53:20.336 --> 00:53:21.137 if you like golf and if 00:53:21.157 --> 00:53:22.697 you're in the louisiana 00:53:22.777 --> 00:53:25.159 area like he would go with 00:53:25.199 --> 00:53:26.860 you on a round of golf so 00:53:27.240 --> 00:53:28.081 if you watch what we're 00:53:28.260 --> 00:53:29.202 talking about if you listen 00:53:29.242 --> 00:53:30.623 if you implement it let us 00:53:30.682 --> 00:53:31.483 know some of the things 00:53:31.503 --> 00:53:32.264 we're going to work for you 00:53:32.304 --> 00:53:34.224 some of them might not but 00:53:34.264 --> 00:53:35.166 that would be the best feedback 00:53:36.054 --> 00:53:37.795 Yeah, and I just want to say again, 00:53:38.056 --> 00:53:40.516 I am so thankful, so grateful, Jimmy, 00:53:40.556 --> 00:53:42.818 Dave, you guys came into my life. 00:53:42.938 --> 00:53:45.719 I mean, we had kind of contact before, 00:53:45.760 --> 00:53:47.721 but this has been such an 00:53:47.780 --> 00:53:50.101 incredible phase of the journey for me. 00:53:50.581 --> 00:53:51.822 And those of you watching, 00:53:51.963 --> 00:53:53.702 if you want to show your appreciation, 00:53:54.164 --> 00:53:56.244 go to the Dave Kittle Show, subscribe, 00:53:56.284 --> 00:53:58.286 go to the PT Pinecast, subscribe, 00:53:58.365 --> 00:53:59.905 learn Medicare billing, subscribe, 00:53:59.945 --> 00:54:00.547 support us. 00:54:01.027 --> 00:54:02.967 Let us know, like it goes back to burnout. 00:54:03.367 --> 00:54:04.869 the fulfillment we get is 00:54:04.929 --> 00:54:06.168 knowing you guys are doing 00:54:06.228 --> 00:54:06.869 something with the 00:54:06.909 --> 00:54:07.889 information we share 00:54:07.909 --> 00:54:09.190 because we've already done 00:54:09.250 --> 00:54:10.871 it we're sharing this for 00:54:10.931 --> 00:54:12.331 you guys and we want to see 00:54:12.371 --> 00:54:13.911 you guys taking this and 00:54:13.972 --> 00:54:14.952 doing something with it 00:54:15.233 --> 00:54:16.072 yeah we didn't plan on our 00:54:16.092 --> 00:54:17.572 parting shots aligning but 00:54:17.634 --> 00:54:18.813 dave's and tony's like sort 00:54:18.833 --> 00:54:20.193 of made me think like the 00:54:20.233 --> 00:54:21.574 the person you're hiding 00:54:21.594 --> 00:54:23.436 the ideas from that you 00:54:23.536 --> 00:54:24.416 think like if I'm going to 00:54:24.456 --> 00:54:25.536 keep this close to the vest 00:54:25.556 --> 00:54:26.556 the other therapists 00:54:28.123 --> 00:54:29.445 not your competition like 00:54:29.605 --> 00:54:30.985 I'm very I get it I 00:54:31.146 --> 00:54:32.166 understand traditional 00:54:32.206 --> 00:54:33.809 thought even if they're 00:54:33.849 --> 00:54:35.110 down the street they're not 00:54:35.190 --> 00:54:36.271 really your competition 00:54:36.331 --> 00:54:37.632 there's more that have an 00:54:37.672 --> 00:54:39.512 abundance mindset I I 00:54:39.672 --> 00:54:40.773 understand this is simple 00:54:40.813 --> 00:54:42.275 but not easy but when you 00:54:42.315 --> 00:54:43.597 start to do that maybe not 00:54:43.617 --> 00:54:44.577 the first day maybe not the 00:54:44.617 --> 00:54:46.099 first month things come 00:54:46.119 --> 00:54:49.420 back in a big way uh dana 00:54:49.440 --> 00:54:50.402 saying she loves the show 00:54:50.661 --> 00:54:52.804 thank you dinner she's crazy smart 00:54:53.018 --> 00:54:54.079 She knows a lot of things, man, 00:54:54.119 --> 00:54:55.719 and like off-the-cuff sort of things. 00:54:55.880 --> 00:54:56.159 Love it. 00:54:56.501 --> 00:54:57.101 Thanks, Portia. 00:54:57.440 --> 00:54:57.902 Appreciate it. 00:54:57.922 --> 00:54:58.461 All right, guys. 00:54:58.621 --> 00:54:59.702 Have a great Thanksgiving. 00:55:00.903 --> 00:55:03.166 I am selling nothing on Black Friday. 00:55:03.485 --> 00:55:05.748 I want you to do nothing but eat, eat, 00:55:06.027 --> 00:55:07.588 hang out, hug, 00:55:07.949 --> 00:55:08.969 call someone you haven't 00:55:08.989 --> 00:55:09.891 talked to in five years. 00:55:10.291 --> 00:55:11.632 And bring up politics at the 00:55:11.652 --> 00:55:12.713 table when you're eating Thanksgiving. 00:55:12.733 --> 00:55:13.614 Bring up politics at the children's table. 00:55:13.634 --> 00:55:14.213 That's where it belongs. 00:55:14.233 --> 00:55:18.938 All right. 00:55:19.297 --> 00:55:19.719 All right, gentlemen. 00:55:19.739 --> 00:55:20.539 We'll see you next week. 00:55:20.559 --> 00:55:21.320 Have a great Thanksgiving. 00:55:33.318 --> 00:55:33.456 All right.