All right.
Good Tuesday morning to everybody.
Welcome to PT Breakfast Club.
Today's episode is going to
hit home for a lot of people, I think.
And it's going to bother people, right?
It's going to make them feel
uncomfortable.
Some people it won't,
but the people that will
make a real uncomfortable.
Because here's the truth,
and we're going to get into
a post that Tony shared
that I think some people
understood and felt,
and some people missed the
mark completely.
Being a great PT doesn't
make you a great business owner.
gonna say that again being a
great physical therapist
doesn't make you a great
business owner those are
two different things like
you'd never look at a good
business owner and be like
they must be a good
physical therapist if they
own I don't know a store so
these two things are not
the same just because you
think they are that being a
great pt doesn't make you a
great business owner and if
your clinic still feels
chaotic exhausting or gets
stuck this might be why and
just before we hit record tony had said
Well, you had said it's a marketing issue.
And I'm like,
I like to zoom out and go a
little deeper.
I don't know if they know
what business they're in.
Because if they don't
understand that they have
to market or that's part of it,
that means you haven't
understood the full story.
So do you want me to share
the post first so you can play off of it?
Yeah, go ahead.
And while you're putting it up there,
so Dave was kind enough.
Gosh, this is probably months ago now.
He came into my Medicare
billing course to do a full
hour talking about marketing,
talking about how he
markets and promotes what he does.
And I think so many of us, me included,
I always share the story back in
uh I was like I'm good I
wasn't even a therapist but
I had patients who wanted
to see me as the tech and
not the therapist because I
understood like what the
patient wants they don't
care about strength they
don't care about all this
other stuff that was
important to the therapist
they want to feel good they
want to leave feeling
better than when they came
in they want to have fun
they want to enjoy the time
that they're there
So I was like, oh, a vision of grandeur.
I'm good at what I do.
I'm going to go start a business.
I started the business and
realized being good at what
I do is the tiniest part of
running a successful business.
And so we have patients or not patients,
PTs in my group, my Facebook group saying,
how do I market mobile therapy services?
And I put up what you've got,
top ten questions, which to me, to Dave,
to Jimmy, this is second nature.
You can't even think of
marketing without even
starting with these questions.
And somebody said, no, no, no, no.
How do I market to patients?
I'm like,
I don't even know anything about
what you're doing.
So where do you want to go
with that graphic?
Um, well,
I think it was the discussion of the,
about the, the comment below,
which like what you just said, like,
good question.
Like what marketing will
work to attract patients?
And what,
what was the rest of these questions?
Like right now I can see,
and I'll read them just for
the podcast audience.
What specific you're,
you're saying these are the
questions you should start
asking yourself.
And then the answers that
you give or an artificial
intelligence or a friend or people,
that will outline your strategy.
So the first question is
what specific services do I
offer and who benefits most from them?
Who is my ideal patient?
Like we've heard clinicians say, oh,
I got a bunch of this on my
schedule and that's not who I want.
Well, you're attracting this.
So maybe change it unless you don't,
unless you work at a clinic
where that's not your decision.
But if you're creating your own business,
you would want to work with
the patients that you are
lit up working with.
So that's the second question.
What makes my service
different from and better
than alternatives like
clinics or home care?
So that was the three questions, Tony.
Do you remember what else was on the list?
Yeah, so real quick, I'll go through.
So number four,
where do my ideal patients
or their caregivers spend their time?
Meaning like, are they on Facebook?
Are they in community centers?
Are they at church?
Where are they?
What free or low cost ways
can I start marketing,
making connections with
these individuals?
Because I had said in the prompt, you know,
these are new therapists
starting a new mobile business.
They don't necessarily have
big budgets to put into paid ads.
Number six,
do I have a budget to pay for marketing?
Even a couple hundred
dollars or do I have to
start organically?
Number seven,
what's the current reputation
and network strength in my community?
Like if you just move to an
area versus if you have deep roots,
if you grew up there,
you played little league,
you're part of the school system,
the church, whatever.
Uh, numbers, number eight,
am I willing to
consistently create
educational content like articles, videos,
talks?
I know therapists who are like,
I want patients,
but I don't want to spend
time on social media that
puts a roadblock in front
of you and makes things
just a little bit harder.
Number nine,
how quickly do I need results?
If I'm making a mortgage
payment and I don't have
money in the bank, I need money today.
How do I get a patient to
give me money today as
opposed to I can wait weeks
or months before the big payday comes?
Insurance,
I'm waiting fifteen to thirty days.
Cash, I'm collecting everything up front.
Those are very different models.
And then how do I or how
will I track what's working or not?
And I think the issue,
before I kick it over to Dave,
I think the issue for a lot of clinicians,
me included,
I'm not picking anyone out of the crowd,
is you think, I need more patients.
What's the best marketing?
Like, I have sciatica.
What's the best stretch?
And it's completely not the
way to think of that problem.
Like we need context.
We need information.
We need so much more before
we can ever give you an answer.
Dave,
what are your thoughts when somebody says,
you know, I need more patients.
What do I do?
Is this based off of just
this post or that other one
that we had messaged?
That was like the mobile
Medicare Part B. It was another post,
but are we talking about
these together or just this
one with the questions you
laid out and then Fred's comment?
Whatever you like.
So, I don't know.
I always react somewhat, I think,
I don't want to say negatively.
I want to say, in my opinion,
like realistically, which is...
when there's these questions
or comments on these Facebook groups,
it's people that are even before,
like Tony's saying, you gotta know this,
you gotta know that,
you should have already done testing,
you should have already
figured things out,
you should have already, of course,
you're gonna figure things
out along the way in
business and entrepreneurship.
That, of course, just goes without saying.
But to come in and ask such
either comments or
questions around
newbie-type questions around marketing,
I don't understand it.
I don't understand if
someone has a mobile Medicare practice.
I don't understand why
you're in a Facebook group
for physical therapists asking like, hey,
what marketing is working for everyone?
Like Fox Rehab is what,
in thirty six or something states,
like soon probably every state.
and like just look at like
what they do so okay you
can't have a person in
every hospital and every
nurse case manager's email
and all that you can't you
know but you could do it
manually you can go on
linkedin you could just
just search linkedin and
just do um hundreds of cold
messages you can go to the
senior center down the
street you go to the
library like tony said
where are these people
hanging out are they at
pickleball courts when it's
nice out are they at the
library or the coffee shop
when it's raining outside
or whatever there's just too much of the
I don't wanna do too much of a rant,
but there's just too much
of like the first reaction
for so many therapists that
are in business is I'm
gonna go on Facebook or I'm
gonna go into a Facebook
group and I wanna like tell
everyone my issues and
problems and try to get
some reassurance that
everyone else has this
problem instead of just
going out and getting after it.
I just don't understand like,
run like if you don't have
money to run facebook ads
then you should be cold
calling people cold
messaging people scheduling
uh like doing calls doing
zooms interviewing
influencers people in the
neighborhood politicians
lawyers whoever it's really
not that hard I don't understand why
I'm trying to be nice here I
know like I want this I
want this to be helpful and
I want to be helpful by
saying don't do the
facebook question thing
because it shows like maybe
you've never had a business
before well if this is your
first business and you're I
don't know twenty nine
thirty five forty five
you've not been smacked in
the face by life yet you
have not been smacked in
the face you've not been
punched in the face by
rejection in business and
entrepreneurship yet and
so when you come in and ask
like where do I get
medicare patients from it's
like I don't know like I I
just don't have time to
that person needs so much
help that even if you help
them with getting the
medicare patients they're
still going to have problems
Before Jimmy comes in,
and I think that's the thing.
You hit it on the last sentence.
It's like they don't know
what they don't know.
They're so, so green in this.
Again,
I thought I'd hang a business card
in the sandwich shop and
get flooded with new clients.
This was me coming to business.
I understand and I can
empathize with what they're coming with.
But just like you can't take
a professional coach and
get them to coach third
grade football again,
they're too far beyond that.
I feel like you might be a
little too far beyond the
ability to help this person
with this question because
we got to go a hundred miles back.
And we gotta be like, look,
doesn't matter if you're a
good therapist or a bad therapist.
We gotta start with what is
the business you're in,
which is what Jimmy's gonna talk about.
Where are you starting?
What do you even wanna do?
Who are the people you're
trying to connect to?
But that person is still
stuck in the idea that they
don't even realize that
stuff's important.
They're like, no, just give me the answer.
Just give me, it's Facebook ads.
Put a hundred dollars a
month into Facebook ads and
you will be flooded.
That's the answer that they want,
but it's not helpful.
Yeah.
Well, Scott, real quick,
is asking what happened.
I'll tell you what happened.
And by the way,
Every parent's been through this,
but my twelve month old son
woke me up five times last night.
I didn't even shave yet.
I always like to shave
before I even get here, you know,
and I honestly I was going
to just not jump on.
But that's the difference
between me and a whole
bunch of other folks out
there is this is not even a job,
but it's like I'm showing up.
We do this Tuesday, Thursday morning.
And here I am.
I'm showing up a little
maybe a little edgy,
maybe a little cagey.
But this is sometimes the
anecdote that these therapists need.
I did notice the fact that
Dave has a concierge
practice in New York.
Tony's got a brick and mortar in Ohio.
Jimmy's sort of in the middle.
But we're also different
because Tony's got teenagers.
Dave's got a one-year-old teenager.
you know,
I played video games until
midnight last night and
woke up whatever I wanted.
I do think I like how the
fact that we have like the gamut there.
I see what Dave's saying.
I've said it before.
I've had that rant this
morning since I slept well,
I'm going to give that person grace,
which is the things that
Dave knows Dave needs to
give himself credit for
because the stuff that he
thinks is simple isn't for everybody.
But,
But this is sort of ready fire aim.
Like what I'm guessing is in this comment,
that person has a business
and is now thinking,
where do I get the patients from?
Like, whoa,
that should have been six miles
before how I would like to say, hey, Max,
when you're reviewing the
transcript of this episode,
turn Tony's questions into
a into a PDF document that
we can supply the listeners with later.
Now that I've said that later on,
it'll do that.
But this is the same thing I
do with big businesses.
Of course, Jimmy loves visuals.
This is the flow chart.
I give this away.
This is what I want people to look at.
Like this is essentially
what Tony just described,
but in a visual format,
which is who are you talking to?
What are their problems?
What are they looking to become?
What are they looking to avoid?
That's on the left side, that in yellow.
On the right,
what do you bring to the table?
What's your unique selling proposition?
And where their problems and
goals and your uniqueness
come and cross in a Venn diagram,
which is my favorite type of diagram.
That's your shared why.
That's what Simon Sinek talks about.
And from there,
you need to do the legwork.
What Dave was getting at,
which is Alex Hormozy said, dude,
if you're broke,
you have no excuse of why
you're not calling people
or knocking on doors or walking around.
Like, you know,
Alex Hormozy isn't great
because he's brilliant.
Alex Hormozy is great
because he is unabashedly
not shy about saying I'm
not doing well right now.
But if what his line was,
if you're willing to be bad
at something for a hundred days,
you'll beat everybody.
And that is true.
I just started at Athelas, my day job,
two months ago.
And they gave me a ton of training,
a ton of it.
The problem is there's so much to learn,
but they have a program
where I can watch videos of
other people doing
demonstrations to get better.
Do you want to know what I
do when I wake up in the
morning while I'm making eggs?
I'm watching other demos.
Is that sexy?
Absolutely not.
Will it make me better in a hundred days?
Yes.
Am I doing it?
Yes.
It's pushups.
The problem with just doing
push-ups is this guy, Fred,
needs to know where to start.
If he's willing to put the
comment in the Facebook group,
he's got to be willing to
Google it and just watch
what ten other people are
doing and then do the
push-ups every morning.
I'm very sorry.
That's the truth.
Well, Kendrick said,
I go back and forth with my
partner about always paying
for certain things.
Why not
while not wanting to do the
things that cost less cold calling,
visiting offices, dropping off cards.
We did at one point, you know, history,
we used to do everything ourselves.
My wife and I, uh, we would,
we would cook the meal.
We'd take the meal to the
physician office.
We'd set up the buffet.
We, we did all of that.
We would go do drop-offs.
I, I used to be so like,
whatever the term is, guerrilla marketing.
You guys remember that book.
I would grab a bunch of free
newspapers on Siesta Key.
I'd stuff my flyer and brochure into it.
And then I go around the
neighborhood at two PM or
two AM and throw those free
newspapers into people's
driveways around my clinic.
Like I would do everything.
Then we got enough money in
the bank account.
We did.
We hired a person.
She had been a patient.
Then she was a retired
marketing something for some company.
And she was awesome.
And we'd pay her a, you know,
a twenty hour a week position.
She'd go to all the physician offices.
And of course, I mean.
I'll get canceled for this,
but she was cute.
She was friendly.
She was good looking.
She could get past the front
desk because she was old
enough to talk to the receptionist,
but she was still young
enough and appealing enough
and had communication skills, air quotes,
to talk to the surgeons.
And she did amazing.
Oh, boy.
And she really,
when we were at like five locations,
she did a tremendous job.
Sam is saying what also I'm thinking,
which is they know the
answer to the question,
that they know what the things are,
and it's psychology,
which is how do I get over
my fear and awkwardness of doing,
I'm using air quotes, doing social media,
posting, knocking.
Being hungry is a really
good motivator and teacher, right?
If you understand that the
only difference between you
and eating tomorrow is
doing something awkward today,
like you'll jump.
So, you know, that, I don't know,
maybe there's too much safety.
That's the line, right?
And I always screw it up.
Right.
When the when the pain of
inaction is you only do you
only do something when the
pain of inaction is greater
than the pain of action.
I don't care if I'm out of
shape and lazy if I'm on
the couch until that
bothers me enough that that
hurts more than what
pushups feel like that I do the pushups.
But I will say now we have enough options.
Like I still to this day
will not go to like the
Chamber of Commerce, you know,
card exchange and go
socialize and mingle.
I'm never going to do that.
We have so many options.
Why?
Because you don't like it or
you don't think the juice
is worth a squeeze?
The juice is always worth the squeeze.
If you put the effort in,
I am not comfortable going
up to a stranger and trying
to sell my wares.
So I'm, I'm going to,
it's going to be a waste of time for me,
but you do something great at it,
but you're doing something else.
Yeah.
And that's what I'm saying.
So there's other options.
You know, if you don't like video,
you could do podcasts for voice only.
If you don't like voice,
you could do written content.
If you don't like that, again,
you could go into church groups.
You can go into sports.
You can go into, you know, knitting clubs.
There are so many
opportunities to private Facebook groups.
That's why I love this graphic, right?
Because you change your who
and everything else after it changes.
That's why I disagree with Simon Sinek,
right?
When he says start with why.
I say start with who.
Get to why.
That's why in this graphic, how, where,
and when are like gray.
Like they're monochromatic.
You can put anything you want in there.
Like it sort of doesn't matter.
Do what's right for you.
Like I have no problem
speaking or networking, right?
I'm going to one of those
health to tech events again
in Boston tomorrow.
Dude, that's my playground.
But if you asked me to write something,
I'd be like,
I'd sit there for three hours
and get no words out.
Understand yourself first.
Yeah.
Your how, where, when?
Dude, it's infinite.
Like,
look at the thing you're watching or
listening to this thing on right now.
Like, that's insane.
I heard someone a few years ago.
I don't want to give him
credit because he gave it
to me in private.
But he said,
watching physical therapists
argue on smartphones and chat rooms,
it's like handing someone
TheraBand and they just use
it as a slingshot.
It's like,
I gave you a powerful tool that
you would have died for
twenty years ago and then
handed it to you for free
and you're just using it like an idiot.
Amen.
What are you bitching about?
So let's give three tangible,
actionable things right now,
one from each of us that
play to our strengths that
maybe this person will want
to use or anybody who's out there.
So if I was a mobile therapist today,
starting with zero, I had no connections,
no networks, nothing.
I would create a free
YouTube account with zero subscribers.
I would start reaching out
to local referral sources,
whether they be physicians
or non-physicians, anybody,
massage therapists, chiropractors,
whoever.
And I would literally start
inviting them on to do a
ten-minute interview to
highlight their specialty
and what they're doing.
I would just ask them three questions.
I would tell them you can
pick from any of the ten,
but I'll just do three.
You could do it from your office.
Here's a free Zoom link for
a free Zoom account.
And I would just start those
interviews with my phone.
No special equipment, nothing.
I would get that out there.
And I'm not doing it because
of the YouTube audience
that doesn't exist.
I'm doing it for reciprocity
because that doctor is then going to say,
hey, this guy, I never heard of this.
What do you do again?
Oh, you go to patients homes.
Now that's one seed that was
planted that will grow over time.
So that's what I would do.
But that plays to my strengths.
Yeah, I would do that and I would make it,
I would even lower the bar,
but raise the virality is
you steal what the guy from
Morning Brew does,
a sixty second startup.
Same thing,
but the whole thing isn't five minutes,
it's sixty seconds, right?
You're gonna pick three questions,
you're gonna tell me,
you're gonna tell me about you.
But it's not bragging when
I'm interviewing you and I'm saying, Dave,
tell me three things about
concierge pain relief.
Do this, do this, do this.
And then you just,
you can clip it together on
the free apps on your phone.
And the whole thing,
the whole interaction is
gonna be five minutes.
Even if no one watches it,
they walk away with a video about them.
It's the ultimate door opener, right?
It's why guys are supposed,
it's why apparently,
it's why guys buy girls drinks.
It's a door opener.
Hey, let me get something for you.
How do I help you out?
Do that ten times and you
don't think you get one referral?
And the only thing I would
add is the mentality shift
of if I told you you had to
fail ten times in a row and
then you could quit for the
day and you don't have to
work until tomorrow,
you'd fail as fast as you could.
Ask ten people if they'll be
willing to do.
I would name it this.
I will give this one one
piece of tactical advice.
I live in the town of Montgomery.
I would say make it sixty
second Montgomery and make
everything about the community.
Right.
Because that person probably
wants to be known in their community,
too.
They now see you as a way
for them to get known.
To expand on the Tony video thing,
when you have the physician,
the nurse case manager,
whoever on the Zoom video,
you start the video and
then you introduce yourself.
Like, all right, everyone, hey,
welcome back.
This is Dr. Dave Kittle.
I'm the owner of Concierge
Pain Relief Home Physical
Therapy and we specialize in.
And then, you know,
today we have physician,
doctor so-and-so and blah, blah, blah.
And you kick it over to them.
So even on the video,
the person that is sitting there,
they heard your little
pitch on who you specialize in helping.
They've just heard it.
but you're not pitching it to them.
You're doing it on the video.
So then they have the deliverable.
Like Tony said, they have the video,
they have the link you put on YouTube,
whatever.
They're going to play it back.
They're going to listen
because they want to see
how they sounded and looked and all that.
Then they hear you with the intro.
Like we specialize in
neurological conditions or
aches and pains for busy
professionals or whatever your thing is.
then they hear it and see it again,
you pitching.
And so the question of this
marketing thing, Tony,
is someone who needs
patients right away or in
the near future or both?
Both.
All right, let's say,
so if I need a patient right away,
I go on LinkedIn, I look up concierge,
nurse, case managers, concierge, nursing.
I DM all of them.
You connect with them.
Let me rephrase that.
I'm not even going to say
need money or need patients right away.
I'm going to say needs money right away.
Okay.
Well,
need money right away is you got to
go for the right hook.
You can't even do the jab, jab, jab.
You got to go for the right hook.
So that is you're DMing all
these nurse case managers,
any of these concierge
nursing companies and saying, hey,
we specialize in X, Y,
Z. I would love to hear
your current challenges or
what you guys specialize in.
We currently have clients in this zip code,
this zip code,
this zip code that have these conditions.
know anyone that needs
therapy for these types of
issues or challenges or
conditions and they might
say yes now but that's a
right hook so you're going
to get some people that
don't respond so if you did
this a month ahead of time
you dm them and you say hey
um are you guys looking are
you accepting more new
patients and clients at
your nursing company
because we have patients
even if you don't but you
want to try to refer people
to them but that takes more time
Right,
I would change your right hook into
a jab.
I would yes and what you're just saying.
And I heard someone who started a very,
very successful practice doing this.
can I help you take care of
your hardest to treat clients?
The ones you, the ones that are,
when you see them on there,
I know physician Smith,
you have these really hard
to deal with older adult patients.
You want to get them better.
It's like almost not an ask.
Cause what you're doing is you're saying,
can I, can I take out your garbage?
Like,
can I do the task you don't want to do?
And that's a jab to them,
but it's a right hook to you.
And just to be clear,
Dave is using Gary V
vernacular where a jab is a give and
Like I'm going to give you
thirty second videos for a
year when you watch on Instagram.
And by the time I come out
with a book for twenty two dollars,
you're like, that's the ask by my book.
That's the right hook
because it's something about me.
But by the time you hear
that right hook or you get
pitched that right hook,
you feel like you owe that person.
That if you had to turn it around quickly,
if I,
if you said I had to make a thousand
dollars tomorrow, I would DM people like,
who were your hardest to treat patients?
I'd love to,
I'd love to assist you in
taking care of them.
Cause that's like, okay.
Yeah.
Instead of, cause what people are,
it's a pattern disruption.
What people are normally hearing is like,
how can I have the easy thing?
And that's easy, right?
I got fifty people competing
for the easy thing.
You're the only person
competing for the hard thing.
Funny thing is,
if you do the hard thing ten times,
they'll hand you the easy
thing because they feel
like they owe you.
There's that word reciprocity.
So that's how we got established.
When we first moved to Ohio,
I had no direct referral relationships.
My wife had a big family locally,
but I had nothing.
I went to the local rheumatologist.
He had just come to town also.
I said, hey,
send me all your fibromyalgia referrals.
Nobody else wants to treat them.
Nobody else wants them.
Send them my way.
I will take good care of them.
I guarantee I won't make them worse.
I probably won't make them better.
But I guarantee I want to make them worse.
That's a great line.
I guarantee.
Think about that because the
average person is I'm the best.
I'll make them better in three visits.
So real.
And it's honest.
And people that it's honesty.
So damn rare.
The bar is so low.
So my first one about the video interviews,
that's more long-term.
If I needed money today,
I've been working on these graphics.
So this is a graphic I
prompted ChatGPT and one of
the image generators within it.
I said, give me an image of an older man.
I think I said seventy five who fell,
clearly slid out of his bed.
Now,
these are important words because this
is what's happening.
This is what happened to my dad,
my my family members.
He was getting in bed, slid out of his bed,
got on the floor.
Give me an image.
He's a little bit overweight.
He's fully,
I specifically said fully dressed,
pajamas, head to toe.
I said, put his wife next to him,
also older.
She's consoling him,
but she's unable to get him
off the ground.
He is clearly stressed and uncomfortable.
She feels terrible because
she can't help him generate
this image for me.
This is the image that comes up.
Beautiful image.
I think it's great.
Now I need money in my bank account today,
tomorrow, this week.
I put this along with a long form copy.
of, you know, the story about the person,
the person who they, they,
it was a non-emergency fall.
You guys know, I've shared this before,
non-emergency.
They're embarrassed to call
the paramedics or the firefighters.
They've called them three
times this month already.
They,
they know they have adult children
locally, but if they call them again,
they're going to feel bad.
They have their own jobs, their own kids.
Dave was up all night with his baby.
This is the reality of life.
If I'm Dave's dad stuck on the floor,
I am not going to call Dave
because I know he's too busy.
But if there was a solution
that I could call somebody
in for three hundred,
five hundred dollars in the
middle of the night,
they were willing to come
over and help me discreetly, quietly,
without making a big deal out of it.
I'm going to do it.
And so these are the kinds
of high urgency.
There is a guy named Victor Antonio.
I found his YouTube videos years ago.
He had an acronym.
One of the letters was U for urgency.
And I said,
we're too obsessed trying to
fix long-term problems.
Parkinson's, neurodegenerative change,
arthritis, all this stuff, like decades.
Give me something that is
high urgency right now.
Somebody cuts your leg off
and sews it back together.
You get a knee replacement.
That's high urgency.
Those patients never cancel.
They always show up.
They will do anything to get
into the clinic.
You show me a geriatric who's on the floor,
who's embarrassed to call
the paramedics again.
but they have the money and
the resources they're going
to pay to get a discreet
help to come over to their house.
Like these are the things
that if I needed money
today that I would put out
into the community.
So this is the difference, in my opinion,
of understanding this is again,
this is why my graphic here
starts with who
understanding your audience
and it understands the
psychographic of an
individual or individuals
versus the demographic and
demographic is very objective.
It is male, female.
age geography zip code
whatever condition that's
still psychographic right
and then you get into sorry
that's still demographic
you get into psychographic
it's like what are the
emotions that are underlying those things
Right.
I bet you if you AB tested a
bunch of ads and said,
if you're between the ages
of seventy five and ninety
five and this and this zip
code and you have, you know,
sign up for physical therapy,
that would get minimal response.
But if you said,
are you afraid of falling?
We have something that could
discreetly help.
You've identified a fear,
afraid of falling and also
a reason you might not call
because of urgency, which is discretion.
I don't want to make a big deal.
Oh, don't worry about it.
What happens when someone,
doesn't matter their age,
falls in public?
The first thing they do
before they actually assess
themselves to see if they're okay,
they say, I'm okay.
Because people don't want to
meet the center of attention negatively.
They don't want, I'm fine, I'm fine,
I'm fine.
Before they even assess themselves,
I'm fine, I'm fine, I'm fine.
What happens when your kid falls?
You're fine, you're fine.
Because we don't want it to
happen because we know what
it feels like.
There is a solution in Manhattan,
in most buildings,
for when people that are, you know,
seventy, eighty, whatever,
and slide out of bed and
fall on the ground like this.
Do you guys know?
Doorman?
Can you guess?
Doorman.
Exactly, the doorman.
In so many buildings,
over the years they will
just call down to their
front desk their doorman
and so I don't think that
this would work in
manhattan unless unless
they live in a building in
manhattan or brooklyn or
whatever that didn't have a
concierge front desk
doorman because these
doormen they you know they
tip them in you know in
december and there's a you
know a relationship with
most of these folks and
they give them you know
christmas cards and holiday
gifts and all that type of
stuff so if they have a
doorman I know for sure
like I've I've had like
between one visit the next
visit over the years
they're like oh yeah you
know someone so yeah he's
you know he slipped out of
bed last night and you know
so you know johnny at the
front desk you know came up
and he was nice enough to
you know help him up so
look at that the the the
the primary function of a
doorman is not to open the
door it's to be there
You know what I mean?
It's like I need someone to
do all the things that
would be a dollar charge each time,
but they just say, well, we,
everybody in this building needs someone,
so why don't we just all
pool the resources?
And then we've got Johnny at
the front door,
and I don't think his job
is to open the door.
I think it's to be there
with exactly that.
So how would you expound on that?
It would only work in cities with doormen.
Be Johnny's best friend and go,
if it ever gets too much
for you to handle,
this is my card you call mine.
Because I'm sure they don't want to do it.
I'm sure the front desk –
They want to do enough,
but once they realize it's true, listen,
if it's not the emergency room,
but if it's above what you
think you need to handle,
but not an ambulance,
that's where I live.
You call Dave.
But this is the perfect
reason why just giving a
marketing strategy does not work.
Correct.
Because like I've never
lived in an apartment building.
I've never even considered a doorman.
This is something that is so
foreign and different to me.
What works for me here is,
Small community,
lots of houses close together.
I even think back to when I
was in Sarasota,
lots of mobile home parks,
lots of geriatrics.
You know,
they have the three steps to entry.
I mean,
each mobile home park is a goldmine.
I could walk from trailer to
trailer to trailer.
If I was a mobile therapist,
I would make a full
business on one mobile home park.
Um,
these are things that you have to
understand the context of the situation.
You can't just give blanket advice.
It doesn't work.
Yeah.
Um, in my community, there is,
I'm trying to think of what
the official name for it is, but it's a,
it's a shed.
It's a little shed next to
the community center.
A lean-to?
It's a little more beefy than a lean-to.
It's got a door with a lock on it.
But essentially, if you have a walker,
if you have crutches,
if you have a bedside
commode and you don't need it anymore,
you donate it there.
It's like give a penny, take a penny,
right?
So that's the physical structure.
Because again,
I don't have any doormen in my area.
But who is the person who's
responsible for that?
Can that person become the...
eight hundred number call at any hour.
Right.
For for help.
There's too many.
I mean, again,
my community is pretty is
like probably similar to
more similar to Tony's
where it's more suburban.
Who who who is our doorman
at two in the morning that, you know,
you could call.
It's not an issue.
Don't listen if you don't.
I tell people all the time
when I have family members,
if you don't call me at
three in the morning and
then I find out tomorrow
morning at nine a.m.
that you were thinking about it,
I will be pissed at you.
You sort of have to impart on people.
And that's where the doorman comes in.
They're like, well, we pay you.
Yes, I'm on call.
I'm downstairs.
You know me.
You walk by me all the time.
So that's a good question.
Who would be the doorman in a trailer,
in a mobile home park?
I don't know the answer.
That's why it has to be
discreet because if the kids find out,
you're going to get in trouble.
Final thought on this,
with these Manhattan
buildings with the concierge,
if it happens too often,
I have heard where the
family or the client, the front doorman,
they kind of probably get
frustrated or that they're
not helping enough or whatever.
They call the paramedics,
like an ambulance shows up
and the EMTs come in and
two or three of them help the patient up
And now talk about discrete.
That is the opposite of discrete.
Now all your neighbors know
that you need an ambulance.
And now that pressure could
result in someone paying
three to five hundred bucks
for that service that Tony
was talking about,
even in Manhattan when they
have a doorman.
So there are ways to,
depending on the situation, potentially,
Tony,
could have a solution there
what is going in my ad that
is going in my ad the
ambulance the fire truck
pulling up to your house
even if it's free you're
paying not to have that
happen what if you could
flip it what if you could
use psychology and say
listen for three hundred
bucks you got three visits
like you have like give
three in your holster you
got three bullets in your
holster so you're not
paying every time you call
I can pay out front three
hundred paid out front
Now burn one of your,
burn one of your calls.
Like just, you got it.
Use it.
You paid for it.
It's already, you might as well use it.
It's not going to do you any
good in the bank.
Cause if it gets any further,
it could cost you a hundred grand.
So burn that call.
So move the payment earlier.
And then you, I owe you.
If you don't use it in a year,
I'll give you the money back.
Before we go to Jimmy's segment,
Samuel said,
sell the building lift chair
that I talk about a hundred percent.
I was that one.
Huh?
Which, which one was that?
Which is the building chair?
No,
sell the lift chair that helps people
get off the floor.
Sell the building, like Dave's building.
His doorman gets the
building owner to buy the lift chair.
I get the twenty five
percent commission on it.
This is an interesting one, though.
Good morning, PT Pinecast.
You all talk about PT business.
Do you talk about things for
recently licensed PTs and
what you wish you would have done?
while looking for a PT job.
This could be,
I don't know if you guys
want to talk about it today
or next episode,
but I would love to talk
about interview and stuff like that.
Yeah.
Next time.
Okay.
That's good.
So max, put that on the, um,
put that on the agenda for, uh,
for Thursday, producer max win forever.
Come back.
Yeah.
So I have something that I
want to talk about.
I have a new segment and it
is called steal this strategy.
All right, steal this strategy.
It's where I find marketing
or communications things.
And I'm like, ah,
Wish I had that.
Wish I thought of it.
Wish I stole it.
This is one of those things
that's going to anger
physical therapists.
And we get this like tribal mentality.
Somebody was in a Facebook group.
I don't know.
I don't think it was yours, Tony.
But they were like,
look at this trainer
advertising that they can
help people with osteoporosis.
And my comment was like,
do we have some proprietary
ownership of people with osteoporosis?
We don't.
Kudos to the trainer doing that.
But now the,
the steel of the strategy
today is a little bit
bigger than a personal trainer.
It's a little company called,
I believe it's pronounced Nike.
Is it Nike?
Oh, it's Nike.
That's right.
So Nike is moving in on our stuff,
but I would rather you just
take a look at their
strategy because if this
takes off in a year,
you're going to be pissed.
You didn't just do it.
It was sitting right there the whole time.
So here's the breakdown.
It's a new boutique, brick and mortar.
Nike is now outside of stores.
Brick and mortar strength boutique.
Nike strength studio, right?
It's exactly the kind of
hybrid performance model PT clinics.
Some of them are, but more, in my opinion,
should be already running.
But here's how to do it better, right?
Nike just launched this thing,
and here's their pitch.
Ten squat racks, one coach, twenty people.
Let's say they're paying...
Three hundred bucks a month.
Math that for me.
Right.
No, no way.
No way.
Wait, you don't like it or you don't.
No,
I don't think they're going to charge
that much.
Or I'm just saying for membership,
three hundred bucks to drop
in as many times as you
want or something.
Unlimited for the month.
Yeah,
but but not unlimited because there's
only twenty slots.
because there's ten racks
and two spots per rack, right?
So the strategy,
they're not selling workouts.
They're selling community, culture,
identity.
I have a Nike Run Club shirt
that I got ten years ago
because it's a nice, well-designed shirt.
But that's the thing.
They're doing, I am an athlete,
and Nike understands we sell to athletes.
We do not really care what
sport you're in.
We're athletes.
Small class size is a higher
perceived value.
Built-in scarcity that we
just talked about.
One coach, many people,
scale of revenue per hour.
I know, I'm a doctor of physical therapy.
One-on-one care for sixty
minutes is the epitome.
Is it though?
Smart use of space,
you're not gonna need a lot of equipment.
I just said, ten squat racks, one coach,
twenty people.
That's two people per squat rack.
You're gonna cover your
overhead in a couple of weeks.
Here's the thing.
It's a missed opportunity for PT clinics,
and it should sting a
little if you're not doing this.
I know some PTs are,
and drop below in the
comments or whatever.
Reach out after.
I know some of you are.
I'm not saying none of you are.
More should be.
PTs already have trust.
We already have space,
and we have the expertise to do this.
We have the ingredients.
We just decided not to make
the tacos with the
ingredients that we're
sitting there with.
It's sitting right there.
So tactical ways to steal
and beat this strategy,
use underutilized space
during what Tony would say, off hours.
Don't do it during your
highest billing time.
No.
Crazy athletes love to work
at five o'clock in the
morning because they get jobs.
I would launch a
multi-branded small group
return to performance class,
almost like an on-ramp from
wherever you are,
couch to ten K sort of angle,
but with strength is how
you could steal this.
And now you build your own
in-house strength identity and
instead of just saying
physical therapy rubs butts
and we help people after knee surgery,
this is flipping the script.
We are equipped to do this
in most settings.
Nike made it cool.
You already make it clinical.
Imagine if you were able to
combine clinical and cool
and you stopped waiting for
someone else to do it first.
What a tagline there.
What a pitch.
Yeah, steal it.
Steal that strategy because
this is how you beat Nike.
They just tipped their hand
and showed you their cards.
You're already in the community.
Nike is an international brand,
but you are stronger in
your community because they know you.
So I hope people steal this strategy.
That's still the strategy this week.
So what are we talking about?
So with this, I like the setup.
It's like semi-private group training,
right?
It's basically like that's what that is.
It's Orange Theory.
Yeah.
And so Annie does Orange Theory.
And they have a ton of
technology in terms of
tracking each individual.
But they also have a dynamic waiting list,
which is pretty interesting.
I don't know how they do it, but...
She could be on the waiting
list the night before,
and there's a bunch of
people at one or two a.m.
that they're in the class,
and then they drop out
right before they would get
banged with a cancellation fee.
Jerry Durham,
they charge a cancellation fee,
and it absolutely works,
even though the
cancellation fee is thirty-five bucks.
They've got enough demand,
and it's digital.
Right,
but they actually enforce the cancel.
So if you cancel, you're in.
You're locked in because
there's a set number of seats,
like you said,
a certain amount of people per class.
but it just works.
But I love this steal the strategy.
And I'm not sure like when
you originally pitching it,
I thought you were kind of saying like,
you know,
physical therapy practices
should consider, you know,
doing it like with Nike,
but then it's like,
then you got to play by Nike's rules,
all that.
But you're talking about like, yeah,
Nike's never going to call you back.
And I want to,
the last thing I said was
Nike is an international brand.
It's probably like Nike, Disney,
Amazon in terms of recognizable logos,
even if you do not,
even if you are not from
the United States, right?
Here's something that... It
was hard for me to wrap my
head around when someone first told me.
Let's pick a band.
Foo Fighters.
Large rock band, right?
Been around for a million years, right?
They have more... And I ran
a radio station in Wilkes-Barre, Scranton,
Pennsylvania, right?
And someone...
explain this to me the foo
fighters have more fans
worldwide but I bet you if
you broke the numbers down
your little radio station
in northeast pennsylvania
has more listeners in
northeast pennsylvania than
the foo fighters has fans
in northeast pennsylvania
so which is why they have
to play all the songs not
just foo fighters
Correct, correct.
But what they're getting at
is the Foo Fighters,
they're a mega international brand.
But when they come to
Northeast Pennsylvania,
the reason Dave Grohl does
the interview with me is he
understands I have
connections to more people
that aren't his fans.
The hardcore fans were
already coming to the Foo
Fighters show because they
get the text and the emails.
The difference maker for
them to actually make that
profitable is he needs the
middle of the bell curve,
the people who kind of know who they are,
but maybe don't, but want to rock show.
And he understood.
So now change radio station
to your personal clinic.
Nike's got an international brand,
but you have a stronger
connection to people in your community.
I mean, let's be honest.
I mean,
I live in an hour north of New York City.
There's no Nike strength
studio coming to my town.
So you could eat there.
Nike is never going to be a
competitor to you.
Maybe in Manhattan, maybe in L.A.,
maybe in Chicago.
But could you steal that strategy?
It's their cards are showing to you.
You don't need a million
dollar ad campaign.
Solve my problem and I'll show up.
So what do you see the
strategy being in your words?
Yeah.
So I see the strategy being,
could you create this
environment and talk to the
psychographic similar to
that graphic that Tony just shared,
right?
That older adult laying on the floor,
turn it.
And who do you want to be
serving for this?
Who would be a perfect, let's,
let's play it out.
Who's the perfect person
coming to that Nike strength class,
someone.
Twenty-five to fifty-four, right?
Who was an athlete.
Who's like,
You know,
when it was it was easier when I
was on the swim team or the
baseball team in high
school because there was
practice and it was a team environment.
I mean,
steal the playbook of Orange Theory.
It's group related.
I want to be an athlete again.
And by showing up,
just paying and showing up,
I am an athlete again.
But now there's the sense of, hey,
where were you this morning
at the seven a.m.
class?
You know, we missed you, dude.
Like there's that environment.
So you're you're selling exercise,
but you're selling the feeling.
of actually being an athlete again.
So I would try to find those
people who were already in the community,
maybe the Walmart method.
Do you ever hear how Sam Walton got cool?
He used to hire the cool ex-prom queen,
but now she's ten years out
of high school.
He'd hire her at Walmart to work there,
and then the whole town,
the small enough town, would know, oh,
well, they work there.
You can co-op cool.
So, I mean,
the model's been used for a long time.
I've always seen most
clinics do it poorly.
I've always seen most clinics fail.
I'm seeing some do it now.
There's a guy in Lexington, Kentucky.
I wanted to get down there
to check out their clinic.
He teaches for evidence in motion.
I can't think of his name right now.
He and a partner,
they're doing a really cool
group fitness thing.
I know we've had our
non-covered maintenance
slash wellness slash
independent program for a long time.
Mike Chua does an amazing job.
Beautiful design, beautiful decor.
I think where we fall flat,
I'm going to share an image.
It's hard to see because
they're tiny pictures,
but I asked Google to show
me pictures of the inside
of physical therapy clinics.
Think of what Nike would create.
Seth Godin talks about if
Nike created a hotel,
what would the hotel look like?
This is what physical
therapy clinics look like.
They are not designed for cool.
Can I ask a serious question?
Yeah.
When we graduate,
do we get a discount on that color beige?
No one wants it,
so physical therapists will
just paint their clinics.
Look at one, two, three.
They're all that just like...
It's pea soup mixed with khaki.
What is that?
It's what it is.
It's the culture of PT.
So trying to make something
cool in that environment.
Plus,
I think the resistance of the clinicians,
the employed therapists where, you know,
I shared this in a post the other day.
I'm like, look,
me and me and Jeremy right now,
we're the last two people
treating patients, PT and PTA.
Yeah.
We could handle twenty
people in a group in a heartbeat.
Thirty minute sessions.
We'd make it fun.
The place would be hop and
everybody would have a great time.
And we could still have one
on one therapy with a
Medicare covered patient in
the same session like we could do that.
I've rarely been able to hire a therapist,
PT or PTA,
who was willing and or capable
to do something like that also.
So then you say, well, wait a minute,
if I'm not going to hire a PT to do it,
do I go outside of PT,
hire a fitness instructor
or something like that?
Yeah.
But then, you know,
now you're starting to get away.
Is this a fitness business
or a therapy business?
And I think brings confusion into it.
And then you're like, well, shoot,
if I'm going to pay this
person fifty bucks an hour,
I could hire a PT for fifty
bucks an hour.
Like, I just don't see it ever being done.
Well, I love it.
I wish it happened more.
Joe is saying, in New York City,
Motive New York seems to be
doing it well.
So, of course,
I went and got Motive's website.
Look, right off the bat,
Marathon Prep Guide.
In New York, if you're an athlete,
it's April.
This is crazy that they're
promoting a marathon.
The marathon's in November.
This is when you start
training for the marathon.
This is when you poke that
emotional course.
I went to their website.
It's the first thing that popped up.
Unlock your running
potential marathon prep guide.
The only thing I would say,
I've been clicking around.
Like,
this looks like what we're describing.
Group, this is a physical therapy clinic.
Bing!
And the pictures that I'm seeing, oh,
there's people with
kettlebells and people on wall.
Look at that.
Look, there's no beige on that.
What's up?
They painted it white and gray and trendy.
The only thing I would say
is like more pictures of the group.
Like, I want to see the club.
I want to see like,
but it looks like they're
doing this exact thing at Motive,
M-O-T-I-V, NewYork.com.
Yeah,
shout out to one of their co-founders,
David Joe.
Also, since you have your web browser up,
can you also pull up RechargeXBit.com?
So you guys know Gene Chirac abroad.
They've been doing this for
years down in Maryland.
Recharge, where they have,
there is no beige.
Their walls are orange and black.
Orange and black.
and so they have now I know
I know what tony just said
of like you're you know
what are you are you a
fitness business are you a
physical therapy business
um but you can see all the
media he does they have a
podcast they have youtube
videos they they have small
group fitness classes and
then if someone gets dinged
and banged up or whatever
they have some injury they
have I think they have a
couple private rooms or
they treat out in the open
I'm not sure but they'll do
hands-on physical therapy
one-on-one visits
And then assuming they
discharge those episodic
cares of patient injuries
and plans of care,
and then they continue in
the group fitness class.
So it's kind of like their
own CrossFit in a way.
They might have been a CrossFit.
Maybe they're not now.
I'm not sure.
But Gene could maybe come on
in the future.
But this model does allow for...
the members to stay he calls
the members so they they
stay as long as they don't
cancel but you know I hope
they obviously say he's got
a community they moved to a
bigger location somewhat
recently and um the folks
stay with them continue to
pay monthly then if they
have an injury or whatever
they'll pay separately for
that uh but I like that
model in terms of the
recurring model and that's
the best component of the
whole group fitness class
but again you know tony I
like to put I do like the
pushback of like what is this is this
Is this, you know, fitness,
is this fitness forward, physical therapy,
whatever that is like, you know, like,
and maybe, maybe it's okay.
Maybe like, you know,
other people are fine with it, but yeah,
it's,
it's not traditional physical therapy.
One other, you know,
just because everything
we've shown so far is like good looking,
sweaty, like young, healthy.
You can build a model around anything.
Now, if you guys remember curves,
curves was designed for women.
who didn't feel comfortable
exercising around other people, you know,
hydraulic resistance, I mean,
minimal improvement,
like anybody with any
reasonable expectation of
strength gains or fitness,
it's never gonna happen in
this environment,
but that's not what they were selling.
They were selling community,
they were selling the
connection and I would love to see,
and I'm shocked that I
haven't seen this more,
Places they used to call something a mog,
a medical oriented gym.
I hate that word.
I hate mog.
But but a place like that
specifically for people
using adaptive equipment, for amputees,
for all sorts of stuff.
I think there's a huge
opportunity in the neuro space.
I don't do any neuro rehab,
but I've got it.
Yeah,
that that community needs something
like that to make neuro rehab cool,
kind of bring an edginess to it,
bring masculinity to it,
bring something that it's like, hey,
just because you had a
stroke doesn't mean you
can't feel this way again.
You played sports as a as a
college athlete.
You've done hard things.
This is the hardest thing
you're ever going to do.
Let's make it cool to do hard things.
Yanni Corey,
former Georgetown college athlete,
dove headfirst into a sandbar,
was paralyzed, went to get rehab.
Of course,
his rehab for neurologic PT ran
out after X number of visits or time.
And he's looking around going,
where's the gym, bro?
Where's the gym for people like me?
I'm still this.
Couldn't find it.
Yanni's like, screw that.
I'll just make it.
So his goal,
if you go to Next Step Fitness,
He wants to have these organizations.
He's got L.A., Atlanta, Kansas City,
Orlando, Raleigh, Las Vegas, Nashville,
Pittsburgh, New Zealand and Ukraine.
His goal is to have one in
every single state and
eventually every single city.
And his gripe or his thing,
that's Yanni right there
actually working out in the video.
His thing was the problem
was PTs were too expensive.
So he's like he eliminated them.
Like that was the barrier.
Because if he went through
in traditional PT, he was like,
you're out.
I got the equipment.
What he would have to,
because he loved PTs.
He was just like, you're too,
that's Yanni.
You're just too expensive.
So he had physical
therapists train trainers
and then go back to your PT clinic.
The trainers can take it from here, right?
We're not going to make it any worse.
Just make sure you don't
make it any worse.
So Yanni's got all those locations.
I mean,
you want to talk about franchise
opportunity.
I have heard unofficially
that these things print money.
They print money and they do
amazing things.
Oh my God,
there should be a red flag on that.
There's enough people, unfortunately,
who have these problems
that would pay you money
outside of their insurance to work out.
Why are we not making more
of the next step fitness?
Well, yeah,
because it must be cheaper than
physical therapy because
people are going to say,
do you take my insurance?
They're going to say no,
because we don't have
physical therapists.
It's got to be cheaper than a copay.
So I don't know how that's possible.
But yeah, membership.
CrossFit's not cheaper than a copay.
They have a master's division.
It's incredible.
They are doing it the best, I mean,
from what I've seen.
Now, I don't know if you guys remember,
I had shared a video.
I think it was a video.
of a man uh I think it was
an upper extremity amputee
I don't even remember I'm
gonna say doing a snatch or
a clean and jerk or
something like that and it
was labeled as motivation
porn and it was like yeah
just a whole bunch of
negative stuff said about
it because we were
celebrating this person's
ability to do something
incredible that I can't do
so I I don't know if that
plays an element in all of this
Tony got a pushback real
quick on the cost CrossFit copay thing.
Isn't CrossFit like two
hundred bucks a month?
Is it more?
Is it three hundred?
Yeah, it depends on where you are here.
Here it's about two seventy
five for unlimited access to the classes.
Nothing personal training wise.
OK,
two hundred seventy five bucks per month.
People go how often?
Twice a week,
three times a week to CrossFit.
Okay, if we're talking per unit.
On average, on average.
Yeah,
I was doing three or four days a week.
Yeah, Bo snapped in with that.
Deanne's saying that she thinks that.
So, twelve visits a month?
Yeah.
That's twenty-two dollars
and ninety-two cents.
That is a copay.
You're paying twenty two
ninety two twenty two dollars.
If you're going three times,
if you're paying two
seventy five a month and
you're going three times a week,
how is that not a copay
comparing the cost of
physical therapy versus CrossFit?
I think we're paying attention.
I think we're paying
attention to the wrong side
of the of the seesaw,
which is stop talking about the price.
Start talking about what
what people get out of it.
The value.
There's community there.
If you can build a PT clinic
like Tony's where there is community,
people will overlook the costs.
right?
Hang on.
I don't want to,
I don't want to pass this up.
DM was saying they have a
neuro fitness gym here in Dallas,
Fort worth.
Awesome.
I wish there was more.
The gyms like next step,
which we also have in
Dallas can be dangerous.
In my opinion, they bring in the bucks.
Why is it dangerous?
Like, because let's be honest,
just because you're a PT
does not mean you're a good PT.
I'm very sorry.
So just because it's under
the label of physical
therapy does not mean a
trainer couldn't kick that person's ass.
You can't just say there's no hierarchy.
You have to look at it like flat.
So you'd have to qualify that statement.
I'm not saying you're wrong, Deanne.
I do know Yanni,
but I will take your gripe
of why they are dangerous,
but you have to back it up
with the facts.
Well,
there was one little gif or whatever
video of someone, you know,
some person there moving
the elbow and the arm and
the shoulder of Deanne.
a patient that had some
neurological condition.
So if they have, I don't know,
some flaccid shoulder
muscles or rotator cuff and you're,
you know, the trainers are doing that.
Could they sublux a shoulder?
Cause they don't have the
full understanding of it.
Yes, it could happen.
It absolutely could happen.
Can you hook up, can you hook up, you know,
Yanni to the FES bike or whatever?
And then, then he does his thing.
Then there's low risk in that.
Hold on.
They don't have PTs.
They don't understand pressure injury.
That's an assumption.
You do not know what they
understand unless you know them.
Now I'll play lawyer now.
Don't realize when they're
putting a patient at risk.
I would agree with the end,
just based off not knowing anything else.
But you have to qualify by saying,
I think that they don't
know what they're doing.
They most likely don't.
Come on.
They don't understand proper technique.
I would love to see.
So I will walk into ten PT
clinics that this is going on.
And if I see any of it, then I'm right.
Then, oh, then PTs do it, too,
because I saw it happen.
Listen, man,
I've been to some PT clinics
that were painted beige.
They weren't a lot of beige,
a lot of beige going on.
All right, we got three minutes left.
Time for parting shots.
Or Dave, do you have a- No, I'll save.
I have that social media thing,
that Instagram account,
I think would be good for
stealing strategy.
The rapper guy?
Yeah.
That's funny.
No, well,
the fake social media influencer guy.
We could share it as like a
stealing strategy.
Just getting more eyeballs
on your physical therapy practice.
Hey, gang.
That's what he starts every video.
All right, party shots.
What do you got?
Go ahead, Dave, you start.
Let's go back to the marketing.
I mean, just seriously get more serious.
Seriously get more serious
about whatever your approach is.
Do like, I don't know,
one or two things and just annihilate it.
Like really get after it.
Whether it's contacting
every physician in your area,
contacting every nursing company,
contact every personal trainer, yoga,
Pilates, whatever, acupuncture,
hit them up.
Hey,
are you guys looking for more new
patients and clients?
I would love to send folks to you.
And if you have zero patients,
let's say you're just
starting your practice,
you have zero patients,
then you go hit up your
neighbors and your friends
and your family and say, hey,
go check out this place.
I met Mary at the acupuncture studio.
I met John at the massage studio,
whatever.
And send people to them first.
And then they will send people to you.
Like, it's just magical.
But it takes effort.
So it takes time and effort
or it takes money with paid ads.
But either way,
pick one or two of these strategies.
Just get after it.
Fully do it.
Go all in on it with time or
effort and money or whatever.
One of those two or three.
That's all I have for today.
Yeah,
I'm going to go through in my
Facebook group.
I'm going to go through a cycle of posts,
just helping people that
are brand new to business.
They're probably amazing therapists,
but they're brand new to business.
Just start their mind thinking about, oh,
I never thought of it that way.
I never looked at that question.
That's what I need to see.
So if you're not already in
learn Medicare billing for
mostly cash based PTO, TSLP,
go check it out.
It's a free Facebook group.
but I'm gonna run a series
of posts focused on helping
people start marketing.
Yeah, how bad do you want it, right?
Like, did you guys ever sell,
were you guys ever Boy Scouts,
Cub Scouts?
I sold Tom Watt.
which was the greatest scam in the world.
Essentially,
each Cub Scout got like a
cardboard suitcase filled
with tchotchkes.
And to be able to go on our
annual Boy Scout trip, we had to earn,
I don't know,
three hundred bucks or something.
And my parents, my parents,
a good life lesson.
They were just like, listen,
you can't go on the trip
unless you walk around the
neighborhood dragging this
cardboard suitcase and sell
picture frames and pens and
tchotchkes to your to your neighbors.
They put they put the goal at the end.
So we're just like, walk around,
knock on the door.
They didn't show me.
I didn't watch a video on how to sell.
It was like, hi, I'm a boy scout.
I can't go on my trip.
Do you want to look at some of this stuff?
And so unless you're wearing
out a pair of shoes or a
keyboard like every single month,
I don't feel bad for you
because you're not trying enough.
We'll be back on Thursday.
I'll be live from Boston.
I'm going to another one of
those health to tech events in Boston.
So if you're in Boston and
you like healthcare and technology,
DM me and I'll get you into that event.
It's a cool mixer.
It puts a bunch of
interesting people in the room.
And then I'm going to
Chicago on Thursday for another mixer.
I drive around.
I shake hands.
I kiss babies.
I buy drinks.
That's what I do for my job now.
We'll see you guys on
Thursday at eight thirty a.m.
Eastern.
Have a good day, guys.
See you.