WEBVTT 00:00:10.076 --> 00:00:10.297 All right, 00:00:10.317 --> 00:00:12.159 good morning to PT Breakfast Club, 00:00:12.218 --> 00:00:14.000 the only show of, well, 00:00:14.019 --> 00:00:15.621 physical therapists who are 00:00:15.842 --> 00:00:17.062 talking mindlessly in their 00:00:17.222 --> 00:00:19.425 kitchens and various rooms. 00:00:20.146 --> 00:00:21.106 Health for misfits who 00:00:21.146 --> 00:00:22.126 believe that live shows 00:00:22.146 --> 00:00:23.007 should be faster than your 00:00:23.088 --> 00:00:25.250 EMR and hopefully twice as fun, 00:00:25.811 --> 00:00:27.512 depending on what you're looking at. 00:00:28.972 --> 00:00:31.454 The big idea today when Dave joins, 00:00:31.495 --> 00:00:33.837 Tony is still on school chaperone duty. 00:00:33.877 --> 00:00:34.557 When Dave joins, 00:00:35.018 --> 00:00:36.158 the topic I want to talk about 00:00:37.121 --> 00:00:39.444 is scale and I think both 00:00:39.503 --> 00:00:40.764 tony and dave would agree 00:00:40.783 --> 00:00:42.625 with me that the funnel has 00:00:42.665 --> 00:00:45.046 been flipped over forget 00:00:45.087 --> 00:00:47.149 the ten location empire the 00:00:47.209 --> 00:00:48.389 pendulum is swinging back 00:00:48.429 --> 00:00:50.371 to tight boutique and 00:00:50.430 --> 00:00:51.892 intentionally small I was 00:00:51.911 --> 00:00:53.453 talking I was listening to 00:00:53.493 --> 00:00:54.472 someone talk yesterday 00:00:54.993 --> 00:00:56.515 about one of the reasons 00:00:56.534 --> 00:00:58.915 for maybe the difficulty in 00:00:59.076 --> 00:01:01.057 hiring physical therapists right now 00:01:01.898 --> 00:01:05.025 And they would point to cost of education, 00:01:06.129 --> 00:01:07.150 shrinking reimbursement, 00:01:09.781 --> 00:01:11.481 student debt going high. 00:01:11.721 --> 00:01:13.522 So salary expectations are 00:01:13.602 --> 00:01:14.302 equally as high. 00:01:14.442 --> 00:01:15.683 And all those things are valid. 00:01:16.263 --> 00:01:17.664 And this person had a really great point. 00:01:17.703 --> 00:01:18.484 And I don't think the first 00:01:18.525 --> 00:01:20.344 person to say it, it's just a reminder. 00:01:20.385 --> 00:01:21.305 I'd heard other people say it, 00:01:21.325 --> 00:01:22.245 but it was just a reminder 00:01:23.006 --> 00:01:24.346 that I am noticing. 00:01:24.546 --> 00:01:25.027 And again, 00:01:25.787 --> 00:01:27.248 it might be like the red Jeep theory. 00:01:27.287 --> 00:01:28.207 When you notice something, 00:01:28.248 --> 00:01:29.087 that's all you can see. 00:01:29.849 --> 00:01:31.769 But I'm noticing a lot of 00:01:32.028 --> 00:01:33.230 what this person called 00:01:34.762 --> 00:01:38.144 one to one and a half person clinics, 00:01:38.905 --> 00:01:40.706 meaning, as Dave joins, 00:01:41.846 --> 00:01:43.007 meaning one to one and a 00:01:43.048 --> 00:01:44.009 half person clinics, 00:01:44.769 --> 00:01:45.950 meaning these people are saying, 00:01:46.010 --> 00:01:47.631 I don't want to build a 00:01:47.671 --> 00:01:50.352 business that's going to scale. 00:01:50.472 --> 00:01:51.853 In fact, I don't need to, 00:01:52.894 --> 00:01:53.694 because what they're trying 00:01:53.715 --> 00:01:54.635 to do is build a life. 00:01:55.256 --> 00:01:57.737 So Dave, I'm setting up the first topic, 00:01:57.778 --> 00:01:58.259 which is 00:01:59.174 --> 00:02:00.156 Big is the new small, 00:02:00.215 --> 00:02:01.135 small is the new big. 00:02:01.736 --> 00:02:04.737 The idea being that the death of scale, 00:02:04.778 --> 00:02:07.359 why small is the new smart in healthcare. 00:02:08.080 --> 00:02:08.860 Things get a little bit out 00:02:08.881 --> 00:02:11.062 of control when things get too big. 00:02:11.442 --> 00:02:12.302 Where is too big? 00:02:12.842 --> 00:02:13.663 We're seeing certain 00:02:13.723 --> 00:02:14.383 physical therapy 00:02:14.424 --> 00:02:15.925 organizations at the national level, 00:02:16.444 --> 00:02:19.526 stock prices are going down fast, right? 00:02:19.627 --> 00:02:20.407 At some point, 00:02:20.426 --> 00:02:21.388 some of these organizations 00:02:21.407 --> 00:02:22.408 were a lot smaller before 00:02:22.429 --> 00:02:23.930 they started merging and 00:02:23.949 --> 00:02:25.069 acquiring clinics. 00:02:25.110 --> 00:02:25.890 At some point, 00:02:26.735 --> 00:02:28.657 They were good, right? 00:02:28.697 --> 00:02:28.956 Before, 00:02:28.977 --> 00:02:30.558 so maybe some of our colleagues 00:02:30.579 --> 00:02:31.620 would just instantly start 00:02:31.639 --> 00:02:32.820 calling them a PT mill for 00:02:32.860 --> 00:02:33.341 no other reason. 00:02:33.441 --> 00:02:33.961 They're too big. 00:02:34.282 --> 00:02:35.682 They're a mill, right? 00:02:36.183 --> 00:02:40.508 But the idea here is what I'm seeing more, 00:02:40.807 --> 00:02:41.709 and I'm trying to make sure 00:02:41.729 --> 00:02:43.371 it's not just confirmation bias, 00:02:43.850 --> 00:02:44.451 but what someone was 00:02:44.491 --> 00:02:45.633 pointing out yesterday is 00:02:45.812 --> 00:02:48.395 the rise and the popularity 00:02:48.556 --> 00:02:50.497 of one to one and a half 00:02:51.612 --> 00:02:53.715 FTE employees, 00:02:53.854 --> 00:02:54.915 one to one and a half 00:02:54.936 --> 00:02:55.757 full-time employee 00:02:56.097 --> 00:02:58.879 businesses because it's easier to manage. 00:02:59.500 --> 00:03:00.640 The person wants to be a 00:03:00.741 --> 00:03:01.722 small business owner, 00:03:02.081 --> 00:03:03.364 which is different than a 00:03:03.424 --> 00:03:04.264 large business owner. 00:03:04.304 --> 00:03:05.344 They understand what they're 00:03:05.365 --> 00:03:06.586 getting into a little bit more. 00:03:07.326 --> 00:03:08.147 a little bit more some 00:03:08.168 --> 00:03:09.108 people not everybody but a 00:03:09.147 --> 00:03:10.149 little bit more today than 00:03:10.169 --> 00:03:11.370 they maybe did five or ten 00:03:11.409 --> 00:03:12.370 years ago and they're 00:03:12.449 --> 00:03:13.211 understanding that they 00:03:13.251 --> 00:03:14.312 want to create a business 00:03:14.831 --> 00:03:16.432 around their lifestyle and 00:03:16.492 --> 00:03:18.253 not necessarily I want to 00:03:18.274 --> 00:03:19.074 get to ten or twenty 00:03:19.094 --> 00:03:20.756 clinics do it over twenty 00:03:20.795 --> 00:03:23.116 years and then sell what 00:03:23.157 --> 00:03:25.598 are your thoughts so are 00:03:25.618 --> 00:03:26.620 you are we talking about 00:03:26.699 --> 00:03:28.040 the are we talking about 00:03:28.281 --> 00:03:29.241 the micro practices so 00:03:29.260 --> 00:03:30.042 you're saying one to one 00:03:30.062 --> 00:03:31.122 and a half providers 00:03:32.239 --> 00:03:34.221 And there's nothing in the middle. 00:03:34.420 --> 00:03:35.842 It's either you're that or 00:03:35.861 --> 00:03:37.163 you're the big corporate. 00:03:37.682 --> 00:03:39.564 Because I would say I 00:03:39.664 --> 00:03:42.167 strongly disagree with the 00:03:42.227 --> 00:03:44.729 micro clinic emphasis. 00:03:44.968 --> 00:03:47.830 OK, why? 00:03:47.871 --> 00:03:49.151 Well, I want time freedom. 00:03:49.611 --> 00:03:51.073 I'm an entrepreneur. 00:03:51.713 --> 00:03:53.115 I spent a ton of years in 00:03:53.134 --> 00:03:54.395 the trenches treating patients, 00:03:54.616 --> 00:03:56.037 doing outpatient physical therapy, 00:03:56.397 --> 00:03:57.598 then doing mobile home visits. 00:03:58.158 --> 00:04:00.681 Right now, probably for the past, 00:04:02.522 --> 00:04:03.963 two, three months or maybe longer. 00:04:04.384 --> 00:04:05.164 It's been several months 00:04:05.245 --> 00:04:07.106 where I'm seeing one 00:04:07.167 --> 00:04:09.048 patient visit per week. 00:04:09.389 --> 00:04:11.931 So four patient total visits 00:04:11.991 --> 00:04:14.573 per month because I have 00:04:14.592 --> 00:04:15.574 other therapists treating 00:04:15.614 --> 00:04:17.235 patients and I get to do 00:04:17.334 --> 00:04:19.257 whatever I want as a business owner, 00:04:19.317 --> 00:04:20.658 because I spent a ton of 00:04:20.677 --> 00:04:21.838 time and effort to set up 00:04:21.879 --> 00:04:23.199 the processes and I'm still 00:04:23.279 --> 00:04:24.461 improving that and the 00:04:24.480 --> 00:04:25.822 whole playbook and the whole thing, 00:04:25.882 --> 00:04:28.004 all the processes and SOPs 00:04:28.024 --> 00:04:28.564 for the business. 00:04:30.312 --> 00:04:33.454 If you are, any therapists out there, 00:04:33.634 --> 00:04:35.136 if they wanna be a micro 00:04:35.636 --> 00:04:37.896 practice owner as a solo practice owner, 00:04:38.197 --> 00:04:39.557 that's fine, but you're creating a job. 00:04:39.898 --> 00:04:41.499 So when you get hit by a bus, 00:04:42.079 --> 00:04:43.160 there's no asset to sell. 00:04:43.220 --> 00:04:44.281 When you go to retire, 00:04:44.321 --> 00:04:45.341 there's no asset to sell. 00:04:45.781 --> 00:04:46.762 So many owners have reached 00:04:46.802 --> 00:04:47.783 out to me over the years 00:04:48.202 --> 00:04:49.783 about partnering or buying their clinic. 00:04:50.483 --> 00:04:51.365 And I'm like, all right, yeah, 00:04:51.425 --> 00:04:52.004 so tell me about it. 00:04:52.045 --> 00:04:53.605 So is it like how many FTEs 00:04:53.625 --> 00:04:55.307 and all this and front desk person, 00:04:55.846 --> 00:04:57.348 how many patients per day 00:04:57.387 --> 00:04:58.629 or per week and per month and all that? 00:04:59.309 --> 00:05:00.269 And it's just like, oh, no, no, no. 00:05:00.329 --> 00:05:01.370 It's like I'm just I'm 00:05:01.411 --> 00:05:03.031 selling my practice like I'm retiring. 00:05:03.072 --> 00:05:05.394 But like it's the practice there, 00:05:05.434 --> 00:05:05.995 like all the treatment 00:05:06.014 --> 00:05:07.175 tables and the equipment and all that. 00:05:07.596 --> 00:05:08.297 And but there's no front 00:05:08.317 --> 00:05:09.098 desk person and there's no 00:05:09.117 --> 00:05:10.778 other therapist or PT or anyone. 00:05:11.540 --> 00:05:13.120 And guess what happens to those clinics, 00:05:13.141 --> 00:05:13.380 Jimmy? 00:05:14.983 --> 00:05:15.562 Nobody buys them. 00:05:15.583 --> 00:05:16.084 They just go away. 00:05:17.235 --> 00:05:17.636 Exactly. 00:05:17.696 --> 00:05:18.656 They shut down. 00:05:18.776 --> 00:05:19.716 They literally shut down. 00:05:19.956 --> 00:05:22.278 Then you see the post on all 00:05:22.317 --> 00:05:23.879 the Facebook groups that says like, hey, 00:05:23.939 --> 00:05:25.658 selling these old tables 00:05:25.699 --> 00:05:27.040 and these old Chattanooga 00:05:27.139 --> 00:05:30.141 units and the old UBE and 00:05:30.161 --> 00:05:31.141 all the other equipment. 00:05:31.161 --> 00:05:33.002 So it's sold for pennies on the dollar. 00:05:33.961 --> 00:05:35.202 And they can't even get 00:05:35.223 --> 00:05:36.223 money for their book of business, 00:05:36.242 --> 00:05:38.903 like their past patient list, the names, 00:05:38.983 --> 00:05:40.225 phone numbers, emails, all that. 00:05:41.504 --> 00:05:43.245 So I would actually say the 00:05:43.305 --> 00:05:44.266 gold is in the middle. 00:05:44.446 --> 00:05:45.166 The gold is... 00:05:46.166 --> 00:05:48.728 multiple therapists and 00:05:48.788 --> 00:05:50.509 that's where therapists can really thrive, 00:05:50.569 --> 00:05:52.610 grow, expand, charge whatever they want. 00:05:52.630 --> 00:05:53.670 They can raise rates if 00:05:53.711 --> 00:05:54.971 they're out of network or out of pocket. 00:05:55.872 --> 00:05:57.673 But I actually am strongly 00:05:57.713 --> 00:05:59.475 against an individual 00:05:59.514 --> 00:06:01.175 therapist who wants to be 00:06:01.196 --> 00:06:02.916 their own boss and treat 00:06:02.956 --> 00:06:08.399 patients solo for the longterm. 00:06:08.459 --> 00:06:09.300 I'm talking, you know, 00:06:09.480 --> 00:06:10.100 if that's like they're 00:06:10.360 --> 00:06:11.682 between now and when they retire, 00:06:11.701 --> 00:06:12.461 if that's their main goal, 00:06:12.541 --> 00:06:13.382 it's a horrible idea. 00:06:14.314 --> 00:06:15.394 Yeah. 00:06:15.415 --> 00:06:16.576 I think it's a horrible idea 00:06:16.596 --> 00:06:17.576 if that's what you're looking for. 00:06:17.956 --> 00:06:19.196 I think what I was trying to point out, 00:06:19.216 --> 00:06:20.257 maybe I wasn't doing it as 00:06:20.836 --> 00:06:23.338 Tony is joining from a tour bus in D.C. 00:06:23.718 --> 00:06:24.958 I want to see a picture, Tony. 00:06:25.598 --> 00:06:26.538 Email me a picture so I can 00:06:26.579 --> 00:06:27.119 put it on the screen. 00:06:27.199 --> 00:06:27.658 Email it to me. 00:06:27.678 --> 00:06:28.319 Don't text it to me. 00:06:28.379 --> 00:06:28.819 Email it to me. 00:06:29.238 --> 00:06:30.100 I need to see a monument. 00:06:30.600 --> 00:06:31.279 I need to see a monument. 00:06:31.339 --> 00:06:33.279 Lincoln, Jefferson's my favorite. 00:06:33.680 --> 00:06:34.641 The Meritata Monument. 00:06:34.961 --> 00:06:36.000 Jimmy did get his ears lowered. 00:06:36.040 --> 00:06:36.781 That was about a week ago, 00:06:36.800 --> 00:06:37.521 but thanks for noticing. 00:06:37.742 --> 00:06:38.062 I think I just... 00:06:40.083 --> 00:06:40.764 So let me, 00:06:40.783 --> 00:06:42.045 let me try to re-communicate this. 00:06:42.985 --> 00:06:44.346 I agree with you a hundred percent. 00:06:45.387 --> 00:06:45.949 All I'm saying, 00:06:46.048 --> 00:06:47.471 all I'm noticing is a lot 00:06:47.550 --> 00:06:48.771 more people are treating 00:06:48.791 --> 00:06:50.112 their PT license. 00:06:51.353 --> 00:06:51.774 I agree. 00:06:52.175 --> 00:06:52.815 Like a break. 00:06:53.175 --> 00:06:53.896 They're just like, 00:06:53.937 --> 00:06:55.057 here's my Instagram account. 00:06:55.237 --> 00:06:55.939 And I don't want to call 00:06:55.978 --> 00:06:56.639 people out because I don't 00:06:56.680 --> 00:06:57.399 disagree with it. 00:06:58.156 --> 00:06:58.978 You're right. 00:06:58.997 --> 00:07:01.701 I think they're being more savvy. 00:07:01.860 --> 00:07:03.062 I think maybe we can get 00:07:03.083 --> 00:07:03.783 into psychographics, 00:07:03.802 --> 00:07:04.663 and this is all guessing. 00:07:04.684 --> 00:07:05.685 This is all speculation. 00:07:06.206 --> 00:07:07.788 I think some people of a 00:07:07.848 --> 00:07:09.689 generation who have gotten 00:07:09.709 --> 00:07:10.810 their PT degree in the last 00:07:10.831 --> 00:07:12.233 couple of years, even five to ten, 00:07:12.632 --> 00:07:13.134 are saying, 00:07:13.233 --> 00:07:16.257 that's not the bag I wanted to be in. 00:07:16.617 --> 00:07:18.480 I wanted to show up, be a great clinician. 00:07:19.380 --> 00:07:20.281 put money in the four Oh one 00:07:20.302 --> 00:07:21.204 K and be able to afford it. 00:07:21.444 --> 00:07:24.288 I can't, I'm willing to trade that. 00:07:24.367 --> 00:07:25.689 Cause that sounds horrible 00:07:25.951 --> 00:07:27.091 working in that situation 00:07:27.132 --> 00:07:27.752 for someone else. 00:07:28.093 --> 00:07:29.274 I also don't want to start 00:07:29.295 --> 00:07:30.776 running a business cause I 00:07:30.877 --> 00:07:33.141 know that's not my strong suit. 00:07:33.701 --> 00:07:34.762 So I'll just be a brand. 00:07:35.524 --> 00:07:36.485 And I'm seeing them start 00:07:36.764 --> 00:07:39.346 very successful Instagram accounts, 00:07:39.706 --> 00:07:41.307 as an example, and then saying, 00:07:41.487 --> 00:07:43.370 I'm the dance PT in San Diego. 00:07:44.029 --> 00:07:46.112 And they do that full well 00:07:46.151 --> 00:07:47.031 knowing the minute they 00:07:47.072 --> 00:07:48.132 stop wanting to do that or 00:07:48.153 --> 00:07:49.173 when they want to take a vacation, 00:07:49.514 --> 00:07:50.454 their income stops. 00:07:51.074 --> 00:07:52.216 they're trying to build those. 00:07:52.557 --> 00:07:53.838 I see people also saying, well, 00:07:53.858 --> 00:07:54.980 I'll build digital assets 00:07:55.000 --> 00:07:56.343 or I'll do telehealth and 00:07:56.382 --> 00:07:57.564 those things working, 00:07:58.386 --> 00:07:59.987 but not as well as like the 00:08:00.028 --> 00:08:01.550 financial porn bros going, 00:08:01.571 --> 00:08:02.651 it's passive income, bro. 00:08:02.672 --> 00:08:03.733 It's passive income. 00:08:03.754 --> 00:08:04.014 I'm like, 00:08:04.175 --> 00:08:05.656 I think it's a great idea in theory. 00:08:06.377 --> 00:08:06.497 Um, 00:08:07.298 --> 00:08:09.180 I had so many people years ago being like, 00:08:09.540 --> 00:08:10.980 teach courses and yada, yada. 00:08:11.000 --> 00:08:11.880 And I don't disagree. 00:08:11.940 --> 00:08:12.862 I think if you're good at it, 00:08:13.521 --> 00:08:14.382 I have a lot of knowledge. 00:08:15.362 --> 00:08:16.802 I sat down to start teaching 00:08:16.822 --> 00:08:18.324 courses in podcasting a 00:08:18.403 --> 00:08:20.004 dozen times and I hated it. 00:08:20.024 --> 00:08:21.545 So I was like, why am I doing this? 00:08:21.586 --> 00:08:23.987 Because people in my DMs are telling me to, 00:08:24.007 --> 00:08:25.307 that they would pay me to 00:08:25.367 --> 00:08:26.427 teach them how to podcast. 00:08:26.487 --> 00:08:26.908 And I was like, well, 00:08:26.927 --> 00:08:27.788 then pay me and I'll teach 00:08:27.829 --> 00:08:28.528 you how to podcast. 00:08:28.829 --> 00:08:29.670 I don't like recording. 00:08:29.889 --> 00:08:31.511 Look, we're doing this stupid thing live, 00:08:31.571 --> 00:08:31.831 right? 00:08:32.350 --> 00:08:34.273 So I think the underlying 00:08:34.332 --> 00:08:36.374 idea here is as long as you 00:08:36.433 --> 00:08:37.254 understand what you're 00:08:37.394 --> 00:08:38.514 actually getting into, 00:08:39.755 --> 00:08:41.797 I think that's good, right? 00:08:41.998 --> 00:08:43.538 Understand that this might 00:08:43.578 --> 00:08:45.360 not be most probably the 00:08:45.539 --> 00:08:48.542 one to one and a half FTE business. 00:08:49.669 --> 00:08:51.250 is not going to necessarily 00:08:51.811 --> 00:08:53.572 be valuable five, ten, 00:08:53.613 --> 00:08:54.173 twenty years from now. 00:08:54.192 --> 00:08:54.653 It's not. 00:08:55.214 --> 00:08:56.274 I think most of them know 00:08:56.313 --> 00:08:57.835 that and they're just okay with it. 00:08:58.355 --> 00:08:59.176 I was looking at it from a 00:08:59.216 --> 00:09:00.476 perspective when people say, 00:09:00.937 --> 00:09:02.057 where are all the PTs? 00:09:02.077 --> 00:09:03.418 So many people leave in the profession. 00:09:04.038 --> 00:09:04.879 The student debt, 00:09:05.259 --> 00:09:07.020 the shrinking reimbursement, 00:09:07.302 --> 00:09:08.361 not disagreeing with you. 00:09:08.701 --> 00:09:09.923 I think one of the things in 00:09:09.962 --> 00:09:11.624 there is also people 00:09:11.724 --> 00:09:12.745 looking at those things. 00:09:12.945 --> 00:09:13.586 My debt's high. 00:09:14.505 --> 00:09:15.447 reimbursements low, 00:09:15.868 --> 00:09:17.028 the salary from one of 00:09:17.048 --> 00:09:19.410 these companies isn't going 00:09:19.431 --> 00:09:20.331 to light me up. 00:09:21.131 --> 00:09:21.332 Great. 00:09:21.393 --> 00:09:22.774 I'll take less money or I'll 00:09:22.793 --> 00:09:23.674 take more risk and I'll 00:09:23.695 --> 00:09:25.576 just do this Instagram 00:09:25.615 --> 00:09:27.638 brand clinic type thing. 00:09:27.677 --> 00:09:28.359 I don't think they're taking 00:09:28.399 --> 00:09:29.759 much risk by doing that, by the way. 00:09:30.081 --> 00:09:31.041 Maybe a little hard effort 00:09:31.081 --> 00:09:32.883 here and there with Instagram brands. 00:09:33.524 --> 00:09:34.745 But we joked about it before, 00:09:34.784 --> 00:09:36.186 therapists that have five, ten, 00:09:36.245 --> 00:09:37.466 twenty thousand followers 00:09:38.028 --> 00:09:39.068 reach out to me for a job. 00:09:40.984 --> 00:09:41.684 Isn't that interesting? 00:09:42.544 --> 00:09:43.125 Well, yes. 00:09:43.225 --> 00:09:45.067 I mean, also, 00:09:46.028 --> 00:09:47.629 it's the highlight reel mentality. 00:09:47.909 --> 00:09:49.091 How many followers you have 00:09:49.230 --> 00:09:50.412 does not equate income. 00:09:50.611 --> 00:09:51.052 It doesn't. 00:09:51.331 --> 00:09:52.734 I know lots of people who are like, well, 00:09:52.754 --> 00:09:53.855 I grew my Instagram account, 00:09:53.914 --> 00:09:55.255 and they'll come to me too. 00:09:55.296 --> 00:09:56.756 Those people are coming to you for jobs. 00:09:56.956 --> 00:09:57.957 They're coming to me being like, 00:09:58.077 --> 00:09:58.859 how do you make money with 00:09:58.879 --> 00:09:59.639 an Instagram account? 00:09:59.839 --> 00:10:00.080 I don't know. 00:10:00.100 --> 00:10:00.840 I run a podcast. 00:10:01.039 --> 00:10:02.662 I happen to also be on Instagram. 00:10:02.981 --> 00:10:04.964 To me, that's tertiary. 00:10:05.384 --> 00:10:06.304 People are like, I don't understand. 00:10:06.565 --> 00:10:07.326 You're saying you have this 00:10:07.365 --> 00:10:07.865 many downloads. 00:10:07.885 --> 00:10:08.066 I'm like, 00:10:08.186 --> 00:10:09.647 I will open up my dashboard right 00:10:09.687 --> 00:10:10.408 now and show you how many 00:10:10.467 --> 00:10:12.429 downloads I have in the podcast. 00:10:12.730 --> 00:10:13.951 That also doesn't matter. 00:10:14.831 --> 00:10:15.552 So let's shift this. 00:10:15.731 --> 00:10:16.253 I didn't think this was 00:10:16.273 --> 00:10:17.374 going to go this direction. 00:10:17.634 --> 00:10:17.994 Real quick. 00:10:18.033 --> 00:10:20.556 Tony did DM us on Facebook Messenger. 00:10:20.836 --> 00:10:21.697 He didn't email it. 00:10:21.976 --> 00:10:22.638 That's fine. 00:10:23.097 --> 00:10:23.918 He understood the assignment. 00:10:23.938 --> 00:10:25.080 As long as I could get on the computer. 00:10:25.320 --> 00:10:27.522 He said it extremely fast. 00:10:27.601 --> 00:10:29.222 As soon as you said it, 00:10:29.243 --> 00:10:30.563 he is absolutely watching live. 00:10:30.965 --> 00:10:31.125 Yeah. 00:10:31.567 --> 00:10:31.746 All right, 00:10:31.807 --> 00:10:33.970 I'll download those while you're talking. 00:10:34.051 --> 00:10:34.951 Did you want to make a point, or Tony, 00:10:34.971 --> 00:10:35.793 what was your point? 00:10:35.812 --> 00:10:37.335 That was it. 00:10:37.375 --> 00:10:39.597 Okay, so what I was getting into was, 00:10:39.697 --> 00:10:40.799 watch this, watch this, 00:10:40.820 --> 00:10:41.961 because it's the same in 00:10:42.341 --> 00:10:43.923 Instagram as it is on Twitter, 00:10:43.964 --> 00:10:44.725 as it is on Facebook, 00:10:44.784 --> 00:10:45.886 as it is in podcasting, 00:10:45.966 --> 00:10:48.269 as it almost is on YouTube. 00:10:48.990 --> 00:10:49.490 Almost. 00:10:49.871 --> 00:10:51.231 Here's what I'm going to say. 00:10:51.251 --> 00:10:53.293 If you have a wildly successful, 00:10:54.073 --> 00:10:54.774 and some of these social 00:10:54.813 --> 00:10:56.514 platforms will monetize, 00:10:56.836 --> 00:10:57.956 like they will pay you 00:10:57.975 --> 00:10:58.897 what's called a CPM, 00:10:59.417 --> 00:11:00.837 which stands for cost per milli. 00:11:01.158 --> 00:11:02.219 I don't know why it's cost per milli. 00:11:02.359 --> 00:11:03.158 It's cost per thousand. 00:11:03.259 --> 00:11:04.059 It should be CPK, 00:11:04.299 --> 00:11:06.841 but don't get me started on Latin. 00:11:06.860 --> 00:11:09.082 They will give you a rate. 00:11:09.322 --> 00:11:10.302 They decide the rate. 00:11:10.342 --> 00:11:11.624 The platform decides the rate. 00:11:11.683 --> 00:11:12.825 YouTube decides the rate 00:11:12.904 --> 00:11:13.764 based on your niche. 00:11:13.884 --> 00:11:15.025 And they will say for every 00:11:15.086 --> 00:11:16.346 thousand views you get, 00:11:17.047 --> 00:11:18.067 we'll give you something. 00:11:19.760 --> 00:11:20.581 It's crazy low. 00:11:20.942 --> 00:11:23.224 Like I understand people are monetized. 00:11:23.903 --> 00:11:25.004 If you are saying I'm going 00:11:25.044 --> 00:11:26.206 to get to a million, 00:11:26.346 --> 00:11:27.988 ten million followers and monetize, 00:11:28.227 --> 00:11:28.967 you can do that. 00:11:29.448 --> 00:11:30.450 It's less than you think. 00:11:30.769 --> 00:11:32.051 It's a lot less than you think. 00:11:32.792 --> 00:11:33.631 So this is where I need 00:11:33.672 --> 00:11:35.514 people to shift what their 00:11:35.573 --> 00:11:38.176 product actually is. 00:11:38.255 --> 00:11:38.676 Here's what I mean. 00:11:39.297 --> 00:11:40.337 If someone says I have a 00:11:40.457 --> 00:11:42.599 hundred thousand followers on Instagram, 00:11:43.139 --> 00:11:46.403 Instagram is my product. 00:11:46.442 --> 00:11:46.883 You're wrong. 00:11:48.104 --> 00:11:49.284 Your audience is your product. 00:11:50.813 --> 00:11:51.754 Your audience is your product. 00:11:52.615 --> 00:11:55.379 So, sorry, Tony, 00:11:55.438 --> 00:11:56.178 thousand doesn't start with 00:11:56.259 --> 00:11:57.341 K. Kilo starts with K. Latin, 00:11:59.962 --> 00:12:00.744 everything should be Latin. 00:12:00.783 --> 00:12:02.586 No, you meant thousand, you meant K, 00:12:02.625 --> 00:12:03.706 like if you say, ten K, 00:12:03.826 --> 00:12:04.567 it's ten thousand. 00:12:04.648 --> 00:12:05.208 I know what you meant. 00:12:05.448 --> 00:12:06.350 Kili, kilo. 00:12:06.769 --> 00:12:07.711 Thank you. 00:12:08.110 --> 00:12:10.072 So your audience is your product. 00:12:10.890 --> 00:12:12.513 So I don't charge... Dave, 00:12:12.533 --> 00:12:13.453 have you ever listened to 00:12:13.594 --> 00:12:14.394 PT Podcast before? 00:12:14.414 --> 00:12:15.696 Have you downloaded it and listened to it? 00:12:15.856 --> 00:12:16.677 Of course. 00:12:17.337 --> 00:12:19.159 Have you ever paid Apple or 00:12:19.220 --> 00:12:22.244 Jimmy to listen to any episode? 00:12:22.303 --> 00:12:22.484 No. 00:12:22.884 --> 00:12:24.086 No, you have not. 00:12:24.566 --> 00:12:26.008 Because I understand you're my product. 00:12:27.269 --> 00:12:28.451 Now, I then turn to... 00:12:29.994 --> 00:12:31.375 brooks institute of higher 00:12:31.414 --> 00:12:33.416 learning and I say you have 00:12:33.475 --> 00:12:34.836 residency and fellowship 00:12:34.855 --> 00:12:36.937 programs in pt and you need 00:12:37.238 --> 00:12:38.857 students and they go yes 00:12:39.318 --> 00:12:40.058 and I go are you in the 00:12:40.099 --> 00:12:41.259 business of knowing how to 00:12:41.320 --> 00:12:42.259 go out and get those 00:12:42.279 --> 00:12:43.980 students to pay attention 00:12:44.020 --> 00:12:46.062 to you to maybe consider 00:12:46.121 --> 00:12:47.863 giving you lots of money to 00:12:47.903 --> 00:12:49.823 then do a residency and they said no 00:12:50.464 --> 00:12:51.264 And then they say, no. 00:12:51.484 --> 00:12:52.304 And I say, well, what do you do now? 00:12:52.345 --> 00:12:53.205 They're like, we go to CSN, 00:12:53.225 --> 00:12:53.985 we put up a table. 00:12:54.105 --> 00:12:54.705 Does it work? 00:12:55.125 --> 00:12:55.565 Sort of. 00:12:55.924 --> 00:12:56.706 And I go, cool. 00:12:57.346 --> 00:12:58.885 I release five episodes a week. 00:12:59.166 --> 00:13:00.226 I'm in people's ears, 00:13:00.447 --> 00:13:01.626 forty-five minutes a pop. 00:13:02.287 --> 00:13:03.768 We get between twenty and 00:13:03.888 --> 00:13:05.528 sixty thousand downloads a month, I think, 00:13:05.567 --> 00:13:06.107 right about now. 00:13:06.648 --> 00:13:07.729 So I'm like, do the math on that, 00:13:07.788 --> 00:13:09.269 how much attention we have earned. 00:13:09.708 --> 00:13:12.889 And now a simple podcast can be – 00:13:13.070 --> 00:13:14.510 more time spent in 00:13:14.571 --> 00:13:16.812 relationship than your 00:13:16.851 --> 00:13:18.133 gigantic booth at CSM. 00:13:18.212 --> 00:13:19.072 Even if you went to CSM 00:13:19.192 --> 00:13:20.053 every day of the year, 00:13:20.734 --> 00:13:21.433 that doesn't mean those 00:13:21.474 --> 00:13:22.095 people are actually paying 00:13:22.115 --> 00:13:23.394 attention to your booth in 00:13:23.696 --> 00:13:24.936 the back corner of the expo hall. 00:13:25.517 --> 00:13:27.116 So this is what I try to explain to people, 00:13:27.538 --> 00:13:29.859 that your audience is your product. 00:13:30.298 --> 00:13:31.740 How you get them is a 00:13:31.779 --> 00:13:32.821 podcast or funny little 00:13:32.860 --> 00:13:33.961 dance videos or whatever. 00:13:34.360 --> 00:13:35.361 But then flipping, 00:13:35.442 --> 00:13:36.923 converting your dance video 00:13:36.982 --> 00:13:38.303 followers who are there for 00:13:38.344 --> 00:13:40.985 the giggles into a sale is 00:13:41.245 --> 00:13:43.046 a monumental chasm. 00:13:43.307 --> 00:13:46.008 It is a large, large leap. 00:13:46.587 --> 00:13:48.048 I do not trust this person for this. 00:13:48.409 --> 00:13:51.191 This is why someone like Joe Ranke. 00:13:51.230 --> 00:13:52.511 Do you know Joe Ranke from Fitbox? 00:13:52.532 --> 00:13:54.452 A little bit. 00:13:54.472 --> 00:13:56.514 He's been on the show a bunch of times. 00:13:56.774 --> 00:13:57.554 He's a financial guy. 00:13:59.244 --> 00:14:00.748 But he's chosen student debt 00:14:01.008 --> 00:14:03.214 and student loans as his hyper niche. 00:14:03.274 --> 00:14:05.018 The riches are in the niches, right? 00:14:05.038 --> 00:14:06.061 That's like the quote. 00:14:06.100 --> 00:14:06.581 Must be true. 00:14:06.682 --> 00:14:07.043 It rhymes. 00:14:08.833 --> 00:14:09.475 But he said, 00:14:09.615 --> 00:14:11.416 I understand that my knowledge 00:14:11.475 --> 00:14:13.217 is how I get people to pay attention. 00:14:13.857 --> 00:14:15.220 I give it out freely. 00:14:15.259 --> 00:14:16.400 He's got a YouTube channel. 00:14:17.280 --> 00:14:19.243 When he gets your attention, eventually, 00:14:19.803 --> 00:14:20.083 you're like, 00:14:20.303 --> 00:14:21.245 I feel like if I'm going to 00:14:21.284 --> 00:14:22.365 pick somebody to help me 00:14:22.446 --> 00:14:23.866 navigate my student loan repayment, 00:14:24.287 --> 00:14:24.967 this is the guy. 00:14:25.268 --> 00:14:26.269 And then he has a product at 00:14:26.308 --> 00:14:26.710 the end of it. 00:14:26.990 --> 00:14:28.250 Now, Joe did it himself. 00:14:29.231 --> 00:14:30.293 You don't have to do it yourself. 00:14:30.352 --> 00:14:30.913 Look what I do. 00:14:31.234 --> 00:14:32.514 I don't necessarily have a product. 00:14:32.875 --> 00:14:33.455 I understand that 00:14:34.135 --> 00:14:36.216 How I get people is giving out content. 00:14:36.857 --> 00:14:37.738 What I can do with them is 00:14:37.798 --> 00:14:39.158 now go one step further to 00:14:39.219 --> 00:14:40.500 somebody who wants that attention, 00:14:40.539 --> 00:14:41.480 is willing to pay for it, 00:14:41.961 --> 00:14:43.181 and ask them for money in 00:14:43.240 --> 00:14:44.221 exchange for that attention. 00:14:44.442 --> 00:14:45.783 And that is the model. 00:14:46.182 --> 00:14:47.224 So back to the clinic, 00:14:48.303 --> 00:14:49.205 I understand that getting 00:14:49.264 --> 00:14:50.525 ten thousand Instagram 00:14:50.546 --> 00:14:51.365 followers is great. 00:14:51.385 --> 00:14:52.326 But if you're only treating 00:14:52.366 --> 00:14:53.907 in San Diego and you have 00:14:53.947 --> 00:14:55.248 followers all across the world, 00:14:55.607 --> 00:14:57.529 that's a big chasm to give you time. 00:14:58.190 --> 00:14:58.769 And Tony might say 00:14:58.789 --> 00:15:00.811 telehealth and we would say, yeah, 00:15:01.692 --> 00:15:02.932 but I don't know how far 00:15:02.972 --> 00:15:03.293 it's going to go. 00:15:06.390 --> 00:15:08.052 So what was the impetus 00:15:08.172 --> 00:15:09.652 about the whole microclinic 00:15:09.731 --> 00:15:10.371 talk this morning? 00:15:10.672 --> 00:15:11.993 You saw or you're seeing 00:15:12.033 --> 00:15:14.013 more posts on Facebook or 00:15:14.072 --> 00:15:15.094 Instagram or LinkedIn. 00:15:15.234 --> 00:15:16.354 Like where did this come from? 00:15:16.474 --> 00:15:17.053 And I'm reading this. 00:15:17.114 --> 00:15:19.654 So this is a book called Unscaled. 00:15:19.674 --> 00:15:22.515 And it's written years ago. 00:15:22.796 --> 00:15:24.035 But I didn't read that book either. 00:15:24.096 --> 00:15:29.238 But I think the solo practice is like – 00:15:30.697 --> 00:15:32.119 too unscaled. 00:15:32.198 --> 00:15:34.162 Like that book probably says, 00:15:34.822 --> 00:15:35.943 do things like I've done, right? 00:15:36.244 --> 00:15:36.985 With my practice. 00:15:37.385 --> 00:15:40.090 Like when it's last year, 00:15:40.370 --> 00:15:42.312 it was like October, or something. 00:15:42.352 --> 00:15:42.913 We had two, 00:15:43.433 --> 00:15:44.956 one of my therapists had two patients 00:15:45.817 --> 00:15:47.158 with a birthday on the same 00:15:47.197 --> 00:15:48.619 day he was seeing one of 00:15:48.639 --> 00:15:49.779 the patient one of the 00:15:49.820 --> 00:15:51.139 patients on their birthday 00:15:51.660 --> 00:15:52.520 and he was seeing the other 00:15:52.561 --> 00:15:53.682 person like a day or two 00:15:53.782 --> 00:15:55.462 after her birthday and I 00:15:55.702 --> 00:15:57.043 you know I did the unscaled 00:15:57.083 --> 00:15:58.985 thing of of we talked about 00:15:59.004 --> 00:16:00.546 it and I said we don't have 00:16:00.566 --> 00:16:01.466 a process in place we don't 00:16:01.486 --> 00:16:02.307 have anything automated we 00:16:02.327 --> 00:16:03.447 don't have anything where 00:16:03.467 --> 00:16:04.048 we get an email 00:16:04.089 --> 00:16:05.730 automatically internally 00:16:05.769 --> 00:16:07.091 like hey it's jimmy mckay's 00:16:07.130 --> 00:16:08.071 birthday let's you know 00:16:08.091 --> 00:16:09.011 let's send them chocolates 00:16:09.032 --> 00:16:10.192 or a cake or flowers or whatever 00:16:11.092 --> 00:16:13.374 so we sent we I told my 00:16:13.394 --> 00:16:14.815 therapist bring this guy 00:16:14.875 --> 00:16:17.035 bring the male client this 00:16:17.096 --> 00:16:18.015 chocolate cake and then for 00:16:18.035 --> 00:16:20.096 the woman a bouquet of 00:16:20.116 --> 00:16:23.099 flowers I think that is the 00:16:23.219 --> 00:16:24.619 in terms of unscaled things 00:16:24.719 --> 00:16:25.820 in physical therapy 00:16:25.860 --> 00:16:27.081 practice and business maybe 00:16:27.221 --> 00:16:28.821 more of that focus but I 00:16:28.860 --> 00:16:29.761 truly think that the 00:16:29.922 --> 00:16:32.023 individual solo therapist 00:16:33.259 --> 00:16:34.821 you can do things that are unscaled. 00:16:34.860 --> 00:16:35.182 Of course, 00:16:35.721 --> 00:16:36.783 that's like everything you're 00:16:36.802 --> 00:16:38.403 doing is like unscaled basically, 00:16:38.884 --> 00:16:39.745 unless you're doing things 00:16:39.804 --> 00:16:41.606 like creating a playbook, recruiting, 00:16:41.647 --> 00:16:42.246 hiring, all that. 00:16:42.287 --> 00:16:43.187 So anyway. 00:16:43.828 --> 00:16:45.049 Well, so the, so, 00:16:45.070 --> 00:16:46.149 so the one step this book 00:16:46.211 --> 00:16:47.552 is saying is you can, 00:16:47.711 --> 00:16:49.113 you can purchase or create 00:16:49.493 --> 00:16:51.154 low to no cost systems that 00:16:51.254 --> 00:16:52.075 automate this as a 00:16:52.154 --> 00:16:54.476 solopreneur where you needed to, 00:16:55.278 --> 00:16:56.339 where you needed to, I mean, 00:16:56.359 --> 00:16:57.639 it uses the Walmart example. 00:16:57.679 --> 00:16:58.440 Like you had to have 00:16:59.041 --> 00:17:02.163 physical square footage in a town. 00:17:02.923 --> 00:17:04.164 you had to have inventory 00:17:04.384 --> 00:17:05.144 you had to have people 00:17:05.285 --> 00:17:06.145 stocking and moving that 00:17:06.165 --> 00:17:07.086 inventory and selling that 00:17:07.105 --> 00:17:07.965 inventory when you were 00:17:08.006 --> 00:17:09.146 closed you made no money 00:17:09.507 --> 00:17:10.508 back when walmart first 00:17:10.528 --> 00:17:11.728 started before the before 00:17:11.768 --> 00:17:12.587 you could buy something at 00:17:12.608 --> 00:17:13.189 three o'clock in the 00:17:13.229 --> 00:17:13.888 morning and have it shipped 00:17:13.909 --> 00:17:15.930 to you um I'm not saying 00:17:16.009 --> 00:17:16.951 I'm not advocate just to be 00:17:16.971 --> 00:17:17.971 clear I'm not advocating 00:17:18.010 --> 00:17:19.392 for any of these models 00:17:19.932 --> 00:17:21.092 what I think people are 00:17:21.112 --> 00:17:22.133 doing now or I think the 00:17:22.232 --> 00:17:24.294 rise of these solopreneurs 00:17:24.453 --> 00:17:25.954 is they're saying okay 00:17:26.914 --> 00:17:27.875 I can a hundred percent. 00:17:28.536 --> 00:17:29.416 It's a scale, right? 00:17:29.457 --> 00:17:30.076 It's a spectrum. 00:17:30.376 --> 00:17:31.698 I could a hundred percent go 00:17:31.897 --> 00:17:33.439 and work for a large organization. 00:17:33.578 --> 00:17:34.720 And there's advantages to that. 00:17:35.140 --> 00:17:35.980 There's stability. 00:17:36.280 --> 00:17:36.941 Most of the time, 00:17:37.582 --> 00:17:38.821 not a whole lot of mobility. 00:17:38.903 --> 00:17:39.623 Cause what do you do after 00:17:39.663 --> 00:17:40.262 you're a clinician? 00:17:40.403 --> 00:17:41.443 You become a clinic director, 00:17:41.624 --> 00:17:42.805 then you become a regional director. 00:17:43.005 --> 00:17:44.125 And then maybe you go into a 00:17:44.205 --> 00:17:47.087 side thing like clinical director, or you, 00:17:47.428 --> 00:17:49.148 you oversee a particular vertical, 00:17:49.189 --> 00:17:50.750 like vestibular care or 00:17:50.829 --> 00:17:51.990 neuro or ortho for a big 00:17:52.030 --> 00:17:54.231 organization in the middle of 00:17:55.801 --> 00:17:56.682 If you're the owner, 00:17:56.883 --> 00:17:59.223 it's a lot more risk but 00:17:59.263 --> 00:18:00.424 good reward if you're going 00:18:00.444 --> 00:18:02.365 to run something that you own yourself. 00:18:02.786 --> 00:18:03.787 As a clinician for that, 00:18:03.906 --> 00:18:05.248 is there a difference between that? 00:18:05.788 --> 00:18:07.388 Dave, if someone owns three clinics, 00:18:07.429 --> 00:18:08.509 if I own three clinics and 00:18:08.549 --> 00:18:09.690 my employees work for me 00:18:09.730 --> 00:18:11.030 versus working for ATI, 00:18:11.711 --> 00:18:12.892 there's not really a lot of 00:18:12.932 --> 00:18:13.752 difference there, is there? 00:18:14.272 --> 00:18:14.653 For who? 00:18:14.673 --> 00:18:15.313 For the employees? 00:18:15.554 --> 00:18:15.973 The employees. 00:18:15.993 --> 00:18:17.515 It's still forty in, forty out, right? 00:18:18.637 --> 00:18:19.558 Well, I mean, 00:18:21.259 --> 00:18:22.961 you just spoke with Ben Fung recently. 00:18:23.122 --> 00:18:24.743 I know he's pretty tight 00:18:24.763 --> 00:18:26.365 around employers and 00:18:26.484 --> 00:18:28.487 offerings and all that. 00:18:28.606 --> 00:18:29.847 I think things can vary. 00:18:29.928 --> 00:18:31.269 I think that the smaller 00:18:31.308 --> 00:18:32.750 practice that has three or 00:18:32.770 --> 00:18:33.991 five or whatever locations 00:18:35.515 --> 00:18:38.118 has more of an onus to keep 00:18:38.138 --> 00:18:39.019 the therapist happy. 00:18:39.099 --> 00:18:40.281 And this is from the 00:18:41.344 --> 00:18:42.045 business owners and the 00:18:42.085 --> 00:18:42.726 practitioners that we've 00:18:42.746 --> 00:18:43.366 spoken with that we've 00:18:43.386 --> 00:18:44.347 tried to partner with or 00:18:44.407 --> 00:18:45.490 acquire or whatever over 00:18:45.509 --> 00:18:47.251 the past couple of years is 00:18:48.193 --> 00:18:48.954 the ones that have two or 00:18:48.974 --> 00:18:50.356 three or four or five locations 00:18:51.226 --> 00:18:54.449 There's more of an intimate team. 00:18:54.828 --> 00:18:56.430 Of course, there's a little bit of like, 00:18:56.869 --> 00:18:58.531 it is a job and all that, but, 00:18:58.892 --> 00:19:00.032 and it's not necessarily a family. 00:19:00.073 --> 00:19:01.034 It's more about like, Hey, 00:19:01.054 --> 00:19:01.953 we're like a sports team. 00:19:01.973 --> 00:19:02.714 Like we want to operate. 00:19:02.755 --> 00:19:03.675 We want to, you know, 00:19:03.695 --> 00:19:04.756 we want to perform at our best, 00:19:05.076 --> 00:19:06.077 but this isn't like, 00:19:06.817 --> 00:19:09.719 This isn't family where you 00:19:09.739 --> 00:19:10.699 can't fire your uncle, 00:19:10.898 --> 00:19:12.398 but I can fire my therapist 00:19:12.439 --> 00:19:13.378 if they step out of line or 00:19:14.118 --> 00:19:15.819 if they're not documenting 00:19:15.900 --> 00:19:17.400 or if they're coming in late or whatever. 00:19:17.680 --> 00:19:19.039 I can write them up. 00:19:19.140 --> 00:19:21.721 I can try to improve, sit them down, 00:19:21.760 --> 00:19:23.721 try to have an approach or 00:19:25.141 --> 00:19:26.362 some type of game plan to 00:19:26.642 --> 00:19:28.122 help them improve whatever 00:19:28.182 --> 00:19:29.321 they're deficient in, 00:19:29.362 --> 00:19:31.082 whether it's coding or documentation, 00:19:31.402 --> 00:19:32.803 timely documentation, whatever it is. 00:19:34.651 --> 00:19:37.012 I think that the smaller, like two to five, 00:19:37.053 --> 00:19:37.953 two to ten location 00:19:37.973 --> 00:19:41.316 practices have a tight-knit offering. 00:19:41.496 --> 00:19:47.300 There's a lot of good morale and culture, 00:19:47.381 --> 00:19:49.261 typically, at least on the East Coast. 00:19:49.362 --> 00:19:51.743 I'll say from upstate New York to Florida. 00:19:52.044 --> 00:19:52.944 Any of the practices that 00:19:52.964 --> 00:19:54.786 are two to ten locations 00:19:54.806 --> 00:19:55.527 that we've spoken with, 00:19:56.547 --> 00:19:57.988 that's what we've seen. 00:19:58.048 --> 00:19:58.628 Obviously, 00:19:58.648 --> 00:20:00.230 we don't speak to the big 00:20:00.269 --> 00:20:01.070 corporates and the 00:20:01.111 --> 00:20:02.211 quote-unquote mills out there. 00:20:02.751 --> 00:20:03.813 I would bet, though, that 00:20:05.358 --> 00:20:06.539 and maybe because I'm also 00:20:06.619 --> 00:20:08.060 in that realm of like kind 00:20:08.121 --> 00:20:10.182 of in that practice owner world, 00:20:11.123 --> 00:20:13.163 I would say that it is on 00:20:13.243 --> 00:20:14.744 average better to have a 00:20:14.805 --> 00:20:15.705 staff physical therapist 00:20:15.726 --> 00:20:18.407 job at the one to ten 00:20:18.428 --> 00:20:20.108 location private practice clinics 00:20:20.669 --> 00:20:22.691 As opposed to the ATI, well, 00:20:22.711 --> 00:20:23.632 I don't know if you want to call them out, 00:20:23.652 --> 00:20:26.335 but the big corporates, the big mills, 00:20:26.815 --> 00:20:28.477 that's just, but of course I'm biased. 00:20:28.557 --> 00:20:29.838 There might be other folks that say like, 00:20:29.999 --> 00:20:31.700 oh, I agree with Jimmy and it, you know, 00:20:31.720 --> 00:20:32.761 it's forty and forty out 00:20:33.301 --> 00:20:34.163 and I'm a staff physical 00:20:34.202 --> 00:20:36.305 therapist in either place and they, 00:20:36.625 --> 00:20:37.145 you know, 00:20:37.165 --> 00:20:37.987 treat whatever they want to 00:20:38.027 --> 00:20:39.448 treat and they get in, they get out, 00:20:39.468 --> 00:20:40.450 they do their notes and that's it. 00:20:42.506 --> 00:20:45.186 I would say I've seen behind 00:20:45.227 --> 00:20:46.327 the door or behind the 00:20:46.347 --> 00:20:47.488 kimono of a lot of these 00:20:47.528 --> 00:20:50.730 practices and what the 00:20:50.789 --> 00:20:52.911 practice owners do in terms 00:20:52.951 --> 00:20:53.570 of taking them out. 00:20:53.991 --> 00:20:55.972 You never see, and maybe it happens, 00:20:56.053 --> 00:20:56.932 but you never see with 00:20:56.952 --> 00:20:57.653 these large corporates, 00:20:57.673 --> 00:20:59.294 you never see the... 00:21:00.815 --> 00:21:03.217 CEO or the regional director 00:21:03.336 --> 00:21:04.217 taking out the therapist 00:21:04.257 --> 00:21:06.939 for axe throwing or Christmas dinners. 00:21:07.460 --> 00:21:08.359 It might happen. 00:21:08.400 --> 00:21:09.961 Fox was mandatory. 00:21:10.020 --> 00:21:10.721 It wasn't mandatory. 00:21:10.741 --> 00:21:12.462 There was a budget for that. 00:21:12.823 --> 00:21:13.923 So Fox is massive. 00:21:13.963 --> 00:21:15.684 They're like in thirty something states. 00:21:15.724 --> 00:21:16.365 Tell me what. 00:21:16.665 --> 00:21:18.707 So Fox maybe has scaled the 00:21:18.767 --> 00:21:20.028 unscalable by doing that. 00:21:20.087 --> 00:21:20.748 So go ahead. 00:21:20.788 --> 00:21:22.108 So I'll only speak because I 00:21:22.128 --> 00:21:23.990 have personal experience with this. 00:21:24.029 --> 00:21:24.170 Yeah. 00:21:25.555 --> 00:21:26.996 they put their clinicians 00:21:27.355 --> 00:21:28.496 like before the patients 00:21:28.557 --> 00:21:29.517 which sounds insane but 00:21:29.537 --> 00:21:30.096 we've talked about this 00:21:30.136 --> 00:21:30.897 before why that's actually 00:21:30.917 --> 00:21:31.897 a better idea take care of 00:21:31.917 --> 00:21:32.959 clinicians and they do I 00:21:32.979 --> 00:21:33.719 don't know what the average 00:21:33.759 --> 00:21:34.739 tenure is for a fox 00:21:34.779 --> 00:21:36.319 therapist but it was pretty 00:21:36.359 --> 00:21:38.701 good and I think they did 00:21:38.721 --> 00:21:39.942 it because they were remote 00:21:39.981 --> 00:21:41.163 based like you're a 00:21:41.182 --> 00:21:42.363 clinician you have to you 00:21:42.423 --> 00:21:43.544 have to so what they did 00:21:43.564 --> 00:21:45.605 was they put a real 00:21:45.724 --> 00:21:46.865 emphasis I think more 00:21:46.924 --> 00:21:47.826 organizations are doing 00:21:47.865 --> 00:21:49.507 this they put a real emphasis on 00:21:50.326 --> 00:21:51.650 who they promoted to leadership. 00:21:51.971 --> 00:21:53.594 It wasn't who was around the longest. 00:21:54.055 --> 00:21:56.259 It was who can do this? 00:21:56.820 --> 00:21:58.565 Who's the seventh guy on an NBA team? 00:21:58.585 --> 00:21:59.307 It's the glue guy. 00:21:59.426 --> 00:21:59.827 Is he good? 00:21:59.968 --> 00:22:00.409 It's pretty good. 00:22:01.481 --> 00:22:02.042 Why is he there? 00:22:02.702 --> 00:22:03.203 Everybody loves him. 00:22:03.604 --> 00:22:04.404 He keeps everybody light. 00:22:04.464 --> 00:22:06.126 When we lost four in a row, 00:22:06.467 --> 00:22:08.189 he makes a fart joke, 00:22:08.209 --> 00:22:08.808 and everybody laughs, 00:22:08.888 --> 00:22:10.230 and everybody can start 00:22:10.250 --> 00:22:10.891 hitting threes again. 00:22:11.332 --> 00:22:12.232 So they did it, 00:22:12.512 --> 00:22:13.894 and I can only speak from experience. 00:22:14.194 --> 00:22:15.236 I can't speak to what, 00:22:15.635 --> 00:22:16.636 and I know we keep saying ATI. 00:22:16.696 --> 00:22:17.557 I think we keep saying ATI 00:22:17.577 --> 00:22:18.538 because they're the biggest, right? 00:22:18.679 --> 00:22:20.401 Or Athletico, any of those. 00:22:20.480 --> 00:22:21.821 Their bruise is just easy to 00:22:21.862 --> 00:22:22.363 punch on them. 00:22:22.383 --> 00:22:23.304 They're just a punching bag. 00:22:23.644 --> 00:22:24.964 The funny thing is, well, 00:22:24.984 --> 00:22:25.684 that's a different topic. 00:22:25.704 --> 00:22:26.625 I'll get into the wheeze in a minute. 00:22:26.665 --> 00:22:28.406 So yeah, Fox did make it mandatory. 00:22:28.606 --> 00:22:29.826 They did say, 00:22:29.866 --> 00:22:30.807 because this was part of my 00:22:30.847 --> 00:22:33.709 job when I was there, Tim Fox said, 00:22:34.009 --> 00:22:35.631 I want to be able to shake 00:22:35.851 --> 00:22:37.632 every person's hand once a year. 00:22:37.991 --> 00:22:39.313 And that dude got on a plane 00:22:39.373 --> 00:22:40.553 and flew around the country 00:22:41.574 --> 00:22:44.895 and they threw like Christmas parties, 00:22:44.976 --> 00:22:46.455 but like all year, like there's, you know, 00:22:46.576 --> 00:22:47.176 there's no way he could 00:22:47.196 --> 00:22:48.317 just visit everybody in December. 00:22:48.416 --> 00:22:50.157 Just couldn't do it. 00:22:50.178 --> 00:22:52.400 Doing four or five or six of 00:22:52.420 --> 00:22:52.980 those a month. 00:22:54.699 --> 00:22:56.079 And it was like he'd come in, 00:22:56.119 --> 00:22:57.279 they'd rent out a room at a ball, 00:22:57.400 --> 00:22:58.140 you know, at a hotel, 00:22:58.180 --> 00:22:59.441 like a nice ballroom. 00:22:59.760 --> 00:23:01.761 They'd throw orange all over 00:23:01.781 --> 00:23:03.382 the place and they'd throw a party. 00:23:04.041 --> 00:23:05.282 And that but that wasn't the 00:23:05.323 --> 00:23:06.363 only time those clinicians 00:23:06.403 --> 00:23:08.864 in that area would see each other. 00:23:08.923 --> 00:23:10.644 They did have the axe throwings, 00:23:10.704 --> 00:23:11.664 the journal clubs, 00:23:12.045 --> 00:23:13.846 but they realized they did 00:23:13.885 --> 00:23:15.006 sit there and they go, well, 00:23:15.226 --> 00:23:16.606 why would someone want to work for us? 00:23:17.366 --> 00:23:19.309 okay let's diagnose the dna 00:23:19.411 --> 00:23:20.873 of what people like about 00:23:20.932 --> 00:23:21.653 because they were small 00:23:21.734 --> 00:23:22.957 like like any any big 00:23:22.997 --> 00:23:23.577 organization they were 00:23:23.597 --> 00:23:24.419 small they were like we're 00:23:24.479 --> 00:23:26.482 jersey and pennsylvania but 00:23:26.502 --> 00:23:27.944 what if we hit california 00:23:28.665 --> 00:23:30.449 to their credit they said 00:23:32.422 --> 00:23:33.201 I think Tim said, 00:23:33.281 --> 00:23:34.383 and I'm trying to get the quote right. 00:23:34.442 --> 00:23:36.023 Don't unquote me if Tim ever 00:23:36.064 --> 00:23:36.704 gets hold of this. 00:23:37.144 --> 00:23:37.704 But he said something. 00:23:37.724 --> 00:23:38.445 He's like, 00:23:38.726 --> 00:23:40.788 the way I'll measure failure is 00:23:40.807 --> 00:23:41.387 if someone says, 00:23:41.868 --> 00:23:42.729 who's worked here for ten 00:23:42.769 --> 00:23:44.470 or fifteen years and leaves, 00:23:44.711 --> 00:23:45.810 and someone says, why'd you leave? 00:23:46.132 --> 00:23:47.553 It just doesn't feel the same anymore. 00:23:48.472 --> 00:23:50.315 He's like, that would be the failure. 00:23:50.494 --> 00:23:51.255 Because that's how you keep 00:23:51.275 --> 00:23:52.056 good people around. 00:23:52.936 --> 00:23:54.218 What brought the good people in... 00:23:55.464 --> 00:23:57.705 If you're just recruiting to fill a spot, 00:23:58.326 --> 00:23:58.786 I get it. 00:23:58.846 --> 00:23:59.645 Short-term benefit. 00:23:59.746 --> 00:24:00.826 I need someone to treat patients. 00:24:01.326 --> 00:24:04.048 They said no a lot to people 00:24:04.067 --> 00:24:05.268 with licenses who could 00:24:05.288 --> 00:24:06.548 fill a role because they were like, 00:24:06.669 --> 00:24:07.729 it's going to cost us more 00:24:08.148 --> 00:24:09.368 and let's just keep looking 00:24:09.388 --> 00:24:10.049 for a better fit. 00:24:10.529 --> 00:24:12.170 They hired me with no job. 00:24:12.329 --> 00:24:12.710 They were like, 00:24:12.769 --> 00:24:13.570 we don't understand what 00:24:13.590 --> 00:24:14.631 Jimmy's going to do on day one, 00:24:14.671 --> 00:24:15.431 but by day fifty, 00:24:15.471 --> 00:24:16.351 we'll have a better idea. 00:24:16.612 --> 00:24:17.652 So they hired on culture. 00:24:19.065 --> 00:24:20.686 I think, yeah, maybe you're right. 00:24:20.707 --> 00:24:20.886 Maybe, 00:24:21.047 --> 00:24:22.508 maybe small organizations can do 00:24:22.528 --> 00:24:25.170 that better because one bad hire at a, 00:24:25.330 --> 00:24:26.371 at a ten person, 00:24:26.551 --> 00:24:27.732 at a ten clinician clinic, 00:24:28.173 --> 00:24:29.473 that's ten percent of a bad, 00:24:29.493 --> 00:24:29.954 you know what I mean? 00:24:29.994 --> 00:24:30.375 Like ten, 00:24:30.535 --> 00:24:31.996 now you have one bad apple among ten, 00:24:32.317 --> 00:24:33.817 whereas a hundred bad, 00:24:33.857 --> 00:24:35.239 bad apples are around thirty thousand. 00:24:35.259 --> 00:24:36.299 That doesn't do any, that's not, 00:24:36.319 --> 00:24:37.161 that's not a problem. 00:24:38.721 --> 00:24:39.343 So. 00:24:39.522 --> 00:24:41.605 I, I love this because this is, 00:24:43.336 --> 00:24:45.759 So Fox is a great example of they've gone, 00:24:46.119 --> 00:24:47.781 you know, regional and then they've gone, 00:24:47.801 --> 00:24:49.324 you know, like the whole East Coast. 00:24:49.384 --> 00:24:49.984 And now I think they're 00:24:50.005 --> 00:24:51.266 starting to go like more 00:24:51.866 --> 00:24:53.328 Midwest and Southwest. 00:24:53.388 --> 00:24:53.588 Right. 00:24:54.069 --> 00:24:54.990 I know I've spoken to some 00:24:55.070 --> 00:24:55.932 owners that have reached 00:24:55.991 --> 00:24:57.973 out about like them looking 00:24:57.993 --> 00:24:59.134 to acquire like kind of 00:24:59.215 --> 00:25:00.676 like in Georgia and something like this. 00:25:00.717 --> 00:25:01.258 They just did. 00:25:01.278 --> 00:25:02.819 They just they just acquired somebody. 00:25:03.079 --> 00:25:05.521 There you go. 00:25:05.561 --> 00:25:05.942 And by the way, 00:25:05.961 --> 00:25:08.282 that's how they're expanding. 00:25:08.383 --> 00:25:10.525 They started organically in Cherry Hill, 00:25:10.545 --> 00:25:11.005 New Jersey, 00:25:11.045 --> 00:25:12.286 the town next to where I'm from. 00:25:13.626 --> 00:25:15.188 And they've grown dramatically. 00:25:15.928 --> 00:25:18.789 So much kudos and applause 00:25:18.829 --> 00:25:19.871 to Tim and the team. 00:25:20.931 --> 00:25:21.531 So that's why. 00:25:22.011 --> 00:25:23.333 That's probably one of the 00:25:23.413 --> 00:25:24.953 main reasons if you had 00:25:24.993 --> 00:25:26.535 some business coach come in 00:25:26.954 --> 00:25:28.336 and give an assessment or whatever, 00:25:28.375 --> 00:25:29.557 some third-party assessment. 00:25:30.136 --> 00:25:32.018 is doing wow it's like most 00:25:32.057 --> 00:25:34.198 of the country it's not wow 00:25:34.617 --> 00:25:35.898 but so the question was the 00:25:35.939 --> 00:25:37.960 question is so I when I was 00:25:37.980 --> 00:25:39.160 there I don't think any of 00:25:39.200 --> 00:25:40.099 these states here I think 00:25:40.119 --> 00:25:41.101 we were like I think as far 00:25:41.161 --> 00:25:41.881 west as we were like 00:25:41.921 --> 00:25:43.701 illinois I know we were we 00:25:43.721 --> 00:25:44.862 were in wisconsin 00:25:46.973 --> 00:25:48.777 But the idea was when they were just here, 00:25:48.896 --> 00:25:50.579 how do you stay the same? 00:25:51.480 --> 00:25:52.863 Like when you're Fritos or 00:25:52.923 --> 00:25:54.265 Dr. Pepper and now you're 00:25:54.285 --> 00:25:56.409 being – or Sam Adams and 00:25:56.429 --> 00:25:57.891 you want a brewery on the West Coast, 00:25:58.531 --> 00:26:03.349 how does the cherry wheat hit the same – 00:26:02.914 --> 00:26:03.815 In the new brewery. 00:26:04.055 --> 00:26:05.296 It's like, well, out West, we don't, 00:26:05.596 --> 00:26:06.155 we do this. 00:26:06.175 --> 00:26:06.817 So the, you know, 00:26:06.876 --> 00:26:08.297 do you ever hear the story about the guy, 00:26:08.336 --> 00:26:09.678 the New Yorker who moved to 00:26:09.698 --> 00:26:10.958 Florida and opened a 00:26:10.998 --> 00:26:16.000 pizzeria and he bought a ship, like a, 00:26:16.180 --> 00:26:19.781 like a, like a cargo ship, a cargo ship. 00:26:20.583 --> 00:26:22.405 And he went to New York and 00:26:22.445 --> 00:26:23.728 he filled the cargo ship. 00:26:23.748 --> 00:26:24.848 He just went up to a fire 00:26:24.869 --> 00:26:25.990 hydrant in like on the 00:26:26.191 --> 00:26:28.234 docks of New York and water 00:26:28.875 --> 00:26:29.876 up with water. 00:26:30.438 --> 00:26:31.378 And he'd been doing it for 00:26:31.439 --> 00:26:32.861 years and he's bragging about it. 00:26:32.881 --> 00:26:33.782 He's like, it's free water. 00:26:33.843 --> 00:26:34.564 It's like, first of all, 00:26:35.913 --> 00:26:36.752 We we pay for that water 00:26:36.772 --> 00:26:37.713 that comes from where I am. 00:26:37.733 --> 00:26:38.794 That comes from upstate New York, 00:26:39.094 --> 00:26:40.153 New York City water. 00:26:40.213 --> 00:26:41.015 It comes from somewhere. 00:26:41.414 --> 00:26:42.234 But he was doing this for 00:26:42.275 --> 00:26:43.474 years until someone was like, 00:26:43.976 --> 00:26:44.855 that's an environmental. 00:26:45.016 --> 00:26:46.115 You can't just take water. 00:26:46.596 --> 00:26:47.497 But anyway, the point was, 00:26:47.717 --> 00:26:49.957 how do you actually import the things, 00:26:50.538 --> 00:26:52.317 the ingredients that make 00:26:52.377 --> 00:26:53.498 the thing that people want? 00:26:53.778 --> 00:26:54.959 You have to go further upstream. 00:26:56.086 --> 00:26:57.366 This conversation started in 00:26:57.386 --> 00:26:59.688 terms of scale, but I think really it was, 00:26:59.768 --> 00:27:00.929 I think there's more people 00:27:01.189 --> 00:27:03.630 able and wanting to just do 00:27:03.670 --> 00:27:05.130 things on a smaller scale 00:27:05.410 --> 00:27:06.810 and they're able to do it now. 00:27:07.131 --> 00:27:07.990 Where I don't think you, 00:27:08.332 --> 00:27:09.711 before social media- Why 00:27:09.751 --> 00:27:10.913 were they unable to do it before? 00:27:11.212 --> 00:27:13.012 Why were they unable to do it five, ten, 00:27:13.032 --> 00:27:13.653 fifteen years ago? 00:27:13.854 --> 00:27:14.673 Without social media, 00:27:15.054 --> 00:27:16.634 how would you get clients? 00:27:16.654 --> 00:27:18.234 If you couldn't run ads to get patients, 00:27:18.295 --> 00:27:19.135 you had to rely on the 00:27:19.175 --> 00:27:19.996 clinic down the street. 00:27:22.428 --> 00:27:24.189 No, you know, no, you if if fifteen, 00:27:24.249 --> 00:27:25.230 twenty years ago, whatever, 00:27:25.769 --> 00:27:26.430 there were independent 00:27:26.450 --> 00:27:27.270 therapists back then. 00:27:27.631 --> 00:27:28.010 Sure. 00:27:28.531 --> 00:27:29.853 They just popped up their own shingle. 00:27:29.893 --> 00:27:30.873 They had a word of mouth. 00:27:30.913 --> 00:27:32.094 They had some following 00:27:32.453 --> 00:27:33.714 because because they either 00:27:33.734 --> 00:27:35.096 worked at a hospital like 00:27:35.415 --> 00:27:36.616 like like Ron Miller and 00:27:36.797 --> 00:27:37.836 maybe Tony Maritato. 00:27:37.856 --> 00:27:38.837 I think I can't remember. 00:27:38.958 --> 00:27:39.598 No, Tony didn't. 00:27:40.278 --> 00:27:41.660 But there's some owners that 00:27:41.720 --> 00:27:43.500 work for a hospital and 00:27:43.540 --> 00:27:44.942 they got a reputation. 00:27:45.321 --> 00:27:46.162 And then they were like, 00:27:46.623 --> 00:27:47.383 I want to make more money 00:27:47.442 --> 00:27:48.943 or I want some senior leadership, 00:27:48.963 --> 00:27:49.304 whatever. 00:27:49.364 --> 00:27:51.045 And the hospital or the mill or whatever, 00:27:51.065 --> 00:27:51.944 we're going to call it the corporate, 00:27:51.964 --> 00:27:53.026 whatever is like, no, 00:27:53.066 --> 00:27:53.846 like you're capped out. 00:27:53.865 --> 00:27:54.165 That's it. 00:27:54.186 --> 00:27:55.227 And then they were like, all right, well, 00:27:55.247 --> 00:27:55.606 screw you. 00:27:55.747 --> 00:27:56.106 I'm out. 00:27:56.387 --> 00:27:57.627 I'm going to take myself. 00:27:57.847 --> 00:27:58.989 I'm going to go open up a shingle, 00:27:59.729 --> 00:28:00.710 open up a private practice 00:28:00.750 --> 00:28:01.670 nearby that I mean, 00:28:01.890 --> 00:28:03.250 that's I don't understand 00:28:03.290 --> 00:28:05.372 how it's different now than you're right. 00:28:05.392 --> 00:28:06.192 There was no social media. 00:28:06.212 --> 00:28:06.512 There was no. 00:28:07.333 --> 00:28:09.055 You couldn't have an Instagram account. 00:28:09.174 --> 00:28:10.155 There was no YouTube. 00:28:10.175 --> 00:28:11.215 There was no videos. 00:28:11.256 --> 00:28:13.317 There was no digital footprint. 00:28:13.577 --> 00:28:14.318 But back then, 00:28:14.378 --> 00:28:17.662 the in-person word of mouth 00:28:17.701 --> 00:28:18.942 and the in-person footprint 00:28:19.002 --> 00:28:20.003 was the main thing. 00:28:20.124 --> 00:28:22.385 That was like, of course, there was no, 00:28:22.846 --> 00:28:23.366 I mean, there was, 00:28:23.386 --> 00:28:24.488 I was about to say Yelp. 00:28:24.728 --> 00:28:26.890 There was the Yellow Pages. 00:28:27.289 --> 00:28:28.131 Anyone watching this is 00:28:28.151 --> 00:28:29.511 probably knowing and 00:28:29.531 --> 00:28:30.792 remembers the Yellow Pages. 00:28:30.972 --> 00:28:32.835 The Yellow Pages, they were passive. 00:28:34.307 --> 00:28:35.548 I can now be in front of you. 00:28:35.628 --> 00:28:36.430 And I'm not saying like 00:28:36.450 --> 00:28:37.692 people didn't go get referrals. 00:28:38.112 --> 00:28:39.314 That was a way. 00:28:39.834 --> 00:28:41.155 But if I want to have a lifestyle, 00:28:41.195 --> 00:28:42.176 there's there's just more 00:28:42.238 --> 00:28:43.740 ways to be able to support that. 00:28:44.039 --> 00:28:45.201 I want to give this much 00:28:45.281 --> 00:28:47.324 effort to get this much to 00:28:47.344 --> 00:28:48.265 get this many patients. 00:28:49.076 --> 00:28:50.477 Because if you were doing that, 00:28:50.557 --> 00:28:53.378 I had to just be the PT for 00:28:53.398 --> 00:28:54.099 this one doctor. 00:28:54.339 --> 00:28:55.059 And the minute that doctor 00:28:55.079 --> 00:28:56.260 stopped referring to me, I was dead. 00:28:56.361 --> 00:28:56.721 Correct. 00:28:56.942 --> 00:28:58.982 So I interviewed a while ago, 00:28:59.502 --> 00:29:02.384 maybe last year, Ben, oh my God, 00:29:02.424 --> 00:29:03.385 from Star Physical Therapy 00:29:03.405 --> 00:29:03.885 in New York City. 00:29:03.905 --> 00:29:06.347 They sold to Motion PT, but they had, 00:29:06.688 --> 00:29:07.308 and they still have, 00:29:07.628 --> 00:29:08.710 the biggest square footage 00:29:08.910 --> 00:29:11.251 practice in Manhattan, in New York City. 00:29:11.872 --> 00:29:13.973 The biggest practice that's 00:29:14.114 --> 00:29:15.255 not affiliated with any 00:29:15.654 --> 00:29:16.935 Rusk or NYU or whatever. 00:29:17.016 --> 00:29:18.016 So they... 00:29:19.196 --> 00:29:20.478 They left the hospital. 00:29:22.279 --> 00:29:23.641 Ben Gelfand, I remember, 00:29:23.701 --> 00:29:24.741 Ben Gelfand and Mike Fox, 00:29:24.761 --> 00:29:26.423 they left the hospital jobs that they had, 00:29:27.003 --> 00:29:27.984 and they were so good. 00:29:28.005 --> 00:29:30.106 They had such a good reputation, 00:29:30.207 --> 00:29:30.968 such good word of mouth 00:29:30.988 --> 00:29:33.309 from all the hospital-based physicians. 00:29:33.369 --> 00:29:34.310 They went out on their own. 00:29:34.691 --> 00:29:35.832 They told all the surgeons 00:29:35.852 --> 00:29:36.893 and all the physicians, hey, 00:29:37.773 --> 00:29:38.334 we love you guys, 00:29:38.354 --> 00:29:39.494 but we're going out on our own. 00:29:39.515 --> 00:29:40.875 We're going to make a go of it. 00:29:43.278 --> 00:29:44.700 This was twenty, twenty-five years ago, 00:29:44.720 --> 00:29:45.560 maybe thirty years ago. 00:29:46.280 --> 00:29:47.261 way before the internet. 00:29:47.922 --> 00:29:48.442 And they got, 00:29:48.582 --> 00:29:49.541 they had all the word of 00:29:49.561 --> 00:29:50.522 mouth from the physicians. 00:29:50.542 --> 00:29:52.042 So the mass, 00:29:52.263 --> 00:29:53.483 the masses of patients seeing 00:29:53.523 --> 00:29:56.984 all these Mount Sinai, HSS, you know, NYU, 00:29:57.065 --> 00:30:00.666 whatever physicians refer to them. 00:30:00.846 --> 00:30:02.126 And that's how they built their practice. 00:30:02.647 --> 00:30:03.548 And it's public knowledge 00:30:03.587 --> 00:30:04.848 that then he made like 00:30:04.909 --> 00:30:06.209 seven million dollars, you know, 00:30:06.229 --> 00:30:06.909 selling his practice. 00:30:06.949 --> 00:30:09.549 So it absolutely happened 00:30:09.730 --> 00:30:10.550 with the word of mouth, 00:30:10.570 --> 00:30:12.111 like the patient to 00:30:12.171 --> 00:30:13.872 physician marketing and all that before. 00:30:13.912 --> 00:30:14.813 How long did they practice 00:30:14.833 --> 00:30:15.633 before they did that job? 00:30:18.763 --> 00:30:20.685 I think it was maybe a good 00:30:20.826 --> 00:30:22.146 five or ten years before. 00:30:22.907 --> 00:30:24.648 So they worked somewhere for 00:30:24.689 --> 00:30:26.911 five or ten years, probably, most likely. 00:30:26.951 --> 00:30:28.192 That's a lot. 00:30:28.332 --> 00:30:29.353 Sam chiming in saying, 00:30:29.513 --> 00:30:30.554 he's talking about Fox, I believe. 00:30:30.994 --> 00:30:32.415 They got the culture down, then scaled. 00:30:32.756 --> 00:30:33.717 Not scaled, then scaled. 00:30:33.737 --> 00:30:36.980 You can't do it the second way. 00:30:37.559 --> 00:30:39.221 The second way, I love this example, 00:30:39.241 --> 00:30:40.182 because this comes up a lot. 00:30:41.619 --> 00:30:42.342 I baked a cake, 00:30:42.682 --> 00:30:44.744 baked a birthday cake for a friend. 00:30:45.185 --> 00:30:45.886 At the last minute, 00:30:45.926 --> 00:30:47.068 I realized I didn't put any 00:30:47.128 --> 00:30:48.211 sugar in the mix. 00:30:48.570 --> 00:30:50.273 So I just threw five times 00:30:50.294 --> 00:30:51.375 as much sugar on top. 00:30:51.816 --> 00:30:52.257 And it'll take time. 00:30:54.683 --> 00:30:58.285 You have to bake it inside first. 00:30:58.484 --> 00:30:59.726 You cannot do it the other way. 00:30:59.865 --> 00:31:00.705 It does not taste. 00:31:00.986 --> 00:31:01.726 It's not the same thing. 00:31:01.746 --> 00:31:02.906 People will eat that cake and be like, 00:31:03.207 --> 00:31:04.787 well, it called for three cups of sugar. 00:31:04.866 --> 00:31:05.667 I did fifteen. 00:31:05.748 --> 00:31:06.867 It should be. 00:31:06.887 --> 00:31:08.208 The icing was a sugar bomb 00:31:08.307 --> 00:31:09.628 and then inside was bland. 00:31:09.929 --> 00:31:10.648 It doesn't work. 00:31:10.888 --> 00:31:11.910 And people will recognize it. 00:31:11.930 --> 00:31:12.049 Like, 00:31:12.109 --> 00:31:13.289 I don't know what I don't like about it, 00:31:13.369 --> 00:31:14.130 but it sucks. 00:31:14.150 --> 00:31:15.290 I don't know what you did here, 00:31:15.550 --> 00:31:16.050 but it sucks. 00:31:17.250 --> 00:31:17.651 All right. 00:31:17.750 --> 00:31:19.172 Real quick with Sam Kellecate. 00:31:19.211 --> 00:31:22.153 So he's a physical therapist in Sam. 00:31:22.232 --> 00:31:23.853 I can't remember if you left 00:31:23.873 --> 00:31:24.673 Philly and I think you 00:31:24.692 --> 00:31:25.432 moved to South Jersey, 00:31:25.452 --> 00:31:27.773 but he's from we play. 00:31:27.834 --> 00:31:27.973 Yeah, 00:31:28.013 --> 00:31:29.795 we played baseball together growing up. 00:31:30.434 --> 00:31:31.355 We went to the same hit 00:31:31.394 --> 00:31:33.536 doctor indoor training facility. 00:31:33.875 --> 00:31:34.715 And then like years later, 00:31:34.736 --> 00:31:35.576 he becomes a physical therapist. 00:31:35.596 --> 00:31:36.635 I couldn't believe it was amazing. 00:31:37.215 --> 00:31:39.237 We talk all the time and I'm 00:31:39.257 --> 00:31:40.356 going to have him on my show. 00:31:40.416 --> 00:31:42.538 And I also want him in the coming weeks. 00:31:43.038 --> 00:31:43.939 to come on here live. 00:31:43.979 --> 00:31:44.920 He agreed to come on here 00:31:44.960 --> 00:31:47.222 live with you and Tony as a 00:31:47.303 --> 00:31:48.765 sidebar right now because 00:31:48.865 --> 00:31:51.548 he has done some digital 00:31:51.567 --> 00:31:53.550 programs where he's 00:31:53.611 --> 00:31:54.692 charging patients and 00:31:54.731 --> 00:31:55.593 clients like multiple 00:31:55.613 --> 00:31:56.334 thousands of dollars. 00:31:56.374 --> 00:31:57.476 It's usually around like 00:31:57.516 --> 00:31:58.977 headaches and migraines, I believe. 00:31:59.218 --> 00:31:59.778 Very niche. 00:32:00.419 --> 00:32:01.180 Yeah, very niche. 00:32:02.160 --> 00:32:04.142 He gets great referrals from 00:32:04.923 --> 00:32:05.782 neurologists and other 00:32:05.803 --> 00:32:06.723 folks that specialize in 00:32:06.763 --> 00:32:07.664 headaches and migraines. 00:32:08.125 --> 00:32:09.246 And I always, you know, 00:32:09.266 --> 00:32:10.626 I always come on here and I 00:32:10.826 --> 00:32:12.147 poke Tony and I bash the 00:32:12.167 --> 00:32:13.789 whole digital stuff and the 00:32:13.829 --> 00:32:14.789 virtual care and all that. 00:32:15.351 --> 00:32:16.311 And then Sam, you know, 00:32:16.352 --> 00:32:17.952 sends me a DM on Instagram 00:32:18.012 --> 00:32:19.074 or a text message or whatever. 00:32:19.334 --> 00:32:21.935 What was he saying? 00:32:21.976 --> 00:32:22.415 Clinic in Philly. 00:32:22.435 --> 00:32:23.497 Yeah, live in New Jersey. 00:32:23.517 --> 00:32:24.958 So yeah, he's back in South Jersey. 00:32:25.057 --> 00:32:25.219 Okay. 00:32:25.838 --> 00:32:26.299 That's what I thought. 00:32:26.359 --> 00:32:28.121 OK, so in the coming weeks, 00:32:28.141 --> 00:32:28.682 we're going to have him 00:32:28.701 --> 00:32:29.923 back on all four of us. 00:32:30.223 --> 00:32:30.963 You know, Tony, 00:32:31.565 --> 00:32:33.366 Tony will be able to have 00:32:33.467 --> 00:32:34.548 one under his belt in terms 00:32:34.567 --> 00:32:36.710 of another therapist doing 00:32:36.750 --> 00:32:39.713 virtual coaching and virtual care, 00:32:39.733 --> 00:32:40.433 whatever you want to call it. 00:32:40.453 --> 00:32:41.536 But I can't wait to have him 00:32:41.635 --> 00:32:42.696 on and share what he's doing. 00:32:43.096 --> 00:32:46.099 Where in the world is Tony Meritato? 00:32:46.119 --> 00:32:47.321 I don't know. 00:32:48.431 --> 00:32:50.132 Oh, that I thought I was like, 00:32:50.152 --> 00:32:51.452 what is this like? 00:32:51.732 --> 00:32:52.053 Italy? 00:32:52.113 --> 00:32:54.193 Is this? 00:32:54.914 --> 00:32:59.836 Tony, have you been elected Pope? 00:32:59.876 --> 00:33:01.077 Have we seen white smoke? 00:33:01.097 --> 00:33:02.178 Have we gotten? 00:33:02.198 --> 00:33:04.480 If you're not, if you're not watching. 00:33:04.559 --> 00:33:06.200 I thought it was black smoke. 00:33:06.279 --> 00:33:07.080 It's white smoke. 00:33:08.190 --> 00:33:09.230 Black is no good, right? 00:33:09.250 --> 00:33:10.010 Is that what they don't have? 00:33:10.030 --> 00:33:10.652 I don't know. 00:33:10.711 --> 00:33:12.813 I haven't watched the Tom Hanks movie, 00:33:13.673 --> 00:33:14.515 Da Vinci Code, in a while. 00:33:15.115 --> 00:33:16.155 Or Conclave. 00:33:16.596 --> 00:33:17.656 He's not at the Vatican. 00:33:18.258 --> 00:33:19.778 He is at... He's not at the Vatican. 00:33:20.038 --> 00:33:21.059 That must be a Smithsonian. 00:33:21.901 --> 00:33:23.162 He's... The Meritato. 00:33:23.281 --> 00:33:24.923 No, that's the Washington Monument. 00:33:25.163 --> 00:33:25.903 Washington, yep. 00:33:25.983 --> 00:33:26.805 Now, today, 00:33:26.845 --> 00:33:28.666 being renamed the Meritato Monument. 00:33:28.967 --> 00:33:30.268 Meritato Monument. 00:33:30.587 --> 00:33:31.328 It looks very good. 00:33:32.289 --> 00:33:33.410 All right, 00:33:33.530 --> 00:33:34.651 so we got ten minutes because I 00:33:34.671 --> 00:33:35.471 got to go play in a golf 00:33:35.491 --> 00:33:36.153 tournament today. 00:33:37.271 --> 00:33:38.292 Oh, lucky you. 00:33:38.553 --> 00:33:39.873 That's why I'm wearing my golf shirt. 00:33:40.153 --> 00:33:41.713 I don't do polos very often, 00:33:41.773 --> 00:33:42.734 but I do sometimes. 00:33:44.575 --> 00:33:45.915 So here's something we want to talk about. 00:33:45.935 --> 00:33:47.997 So I have an intro for Steal This segment. 00:33:48.396 --> 00:33:49.617 It took me eleven or twelve 00:33:49.657 --> 00:33:50.577 minutes to make this intro, 00:33:50.617 --> 00:33:51.298 so I'm going to play. 00:33:57.141 --> 00:33:57.461 That's it. 00:33:57.580 --> 00:33:58.281 Steal This strategy. 00:33:58.622 --> 00:33:59.942 So I think the strategy goes 00:33:59.981 --> 00:34:01.482 along with the big topic today, 00:34:01.542 --> 00:34:02.864 which is opposites. 00:34:03.626 --> 00:34:06.270 I think five, ten years ago when COVID hit, 00:34:06.310 --> 00:34:09.695 we were forced to go digital and virtual. 00:34:10.655 --> 00:34:12.038 I think we've hit peak Zoom. 00:34:12.217 --> 00:34:13.599 In fact, yesterday, 00:34:14.909 --> 00:34:16.090 They retired Skype. 00:34:17.192 --> 00:34:18.853 Skype was a verb. 00:34:18.873 --> 00:34:19.634 Skype is dead. 00:34:19.653 --> 00:34:20.295 It's no longer. 00:34:20.414 --> 00:34:21.335 Zoom is still around. 00:34:21.416 --> 00:34:21.896 Who owned that? 00:34:21.936 --> 00:34:22.297 Microsoft? 00:34:22.336 --> 00:34:23.097 Microsoft, yeah. 00:34:23.378 --> 00:34:24.119 They sunset. 00:34:24.139 --> 00:34:24.980 Because now they have Teams. 00:34:25.099 --> 00:34:25.481 So, of course, 00:34:25.501 --> 00:34:26.581 they're not going to keep Skype around. 00:34:26.621 --> 00:34:27.623 But, yeah, we just sunset. 00:34:27.643 --> 00:34:29.085 And half the audience just went, 00:34:29.284 --> 00:34:30.246 what the hell is a Skype? 00:34:31.226 --> 00:34:32.027 Nobody wants another 00:34:32.128 --> 00:34:33.568 eight-hour virtual summit. 00:34:34.130 --> 00:34:35.670 with bad slides nobody wants 00:34:35.710 --> 00:34:36.811 that nobody wants to come 00:34:36.851 --> 00:34:38.432 to your webinar which we 00:34:38.572 --> 00:34:40.054 all know is a thinly veiled 00:34:40.114 --> 00:34:41.175 sales pitch to buy your 00:34:41.235 --> 00:34:42.155 coaching or to buy your 00:34:42.195 --> 00:34:43.876 product so the question is 00:34:44.438 --> 00:34:45.418 what's winning now or 00:34:45.458 --> 00:34:46.199 what's going to be winning 00:34:46.619 --> 00:34:47.559 three six nine twelve 00:34:47.599 --> 00:34:49.782 months from now I think it 00:34:49.842 --> 00:34:51.844 is curated real life micro 00:34:51.884 --> 00:34:54.085 events that actually in the 00:34:54.125 --> 00:34:55.246 room create trust buzz 00:34:55.266 --> 00:34:57.307 loyalty fast listen 00:34:58.137 --> 00:34:58.817 In the sixties, 00:34:59.056 --> 00:35:00.097 there were these pants and 00:35:00.117 --> 00:35:00.717 they were called bell 00:35:00.757 --> 00:35:02.097 bottoms and everybody wore 00:35:02.117 --> 00:35:03.657 them until everybody wore 00:35:03.677 --> 00:35:04.498 them and then they weren't 00:35:04.539 --> 00:35:05.559 cool anymore and you 00:35:05.579 --> 00:35:07.239 couldn't wear them until a 00:35:07.259 --> 00:35:08.019 couple of years ago, 00:35:08.320 --> 00:35:09.380 bell bottoms were back in 00:35:09.579 --> 00:35:10.380 and they were everywhere 00:35:10.679 --> 00:35:11.559 until they were everywhere 00:35:11.579 --> 00:35:12.320 and then we're back in. 00:35:12.641 --> 00:35:13.581 The world's a pendulum, 00:35:13.860 --> 00:35:14.940 I need you to understand that. 00:35:15.260 --> 00:35:17.061 So I'm looking at this and saying, 00:35:17.762 --> 00:35:18.764 Zoom fatigue is real. 00:35:18.804 --> 00:35:19.405 I don't even think you need 00:35:19.425 --> 00:35:20.547 to... That's not a debate. 00:35:20.726 --> 00:35:22.469 Like webinar fatigue, less engagement. 00:35:22.610 --> 00:35:23.492 Everybody wants a connection 00:35:23.512 --> 00:35:24.132 that feels real. 00:35:24.592 --> 00:35:28.440 This is why UGC, user-generated content... 00:35:30.590 --> 00:35:31.791 is being shared more. 00:35:32.512 --> 00:35:33.753 It might eventually go out, 00:35:33.773 --> 00:35:34.893 but right now it's the thing. 00:35:35.153 --> 00:35:36.835 We're not looking for a 00:35:36.934 --> 00:35:38.396 Marvel or Avengers level 00:35:38.675 --> 00:35:40.036 quality video all the time, 00:35:40.117 --> 00:35:41.257 sometimes when it's appropriate. 00:35:41.838 --> 00:35:43.139 So what I'm saying is, 00:35:43.199 --> 00:35:44.820 how could you use this in your business? 00:35:45.521 --> 00:35:45.981 I'm saying, 00:35:46.101 --> 00:35:46.802 instead of trying to get a 00:35:46.842 --> 00:35:47.461 hundred people on your 00:35:47.521 --> 00:35:48.623 webinar for your clinic or 00:35:48.643 --> 00:35:49.422 your business or your 00:35:49.463 --> 00:35:50.923 podcast or anything you're trying to sell, 00:35:51.784 --> 00:35:53.425 think fifteen to thirty people. 00:35:54.570 --> 00:35:55.411 the right people, 00:35:56.231 --> 00:35:58.231 the right psychographic and 00:35:58.271 --> 00:36:00.333 demographic for who you want to talk to. 00:36:00.353 --> 00:36:01.753 So that requires you thinking, 00:36:01.773 --> 00:36:03.253 not just get as many people 00:36:03.293 --> 00:36:04.114 as you want in a room and 00:36:04.173 --> 00:36:05.655 hope one of those things hits, 00:36:06.175 --> 00:36:07.994 to have higher value conversations. 00:36:08.014 --> 00:36:09.115 It doesn't mean you need to 00:36:09.135 --> 00:36:10.396 be selling something that's 00:36:11.376 --> 00:36:12.757 valued at thirty thousand dollars. 00:36:13.036 --> 00:36:14.356 These are higher value on 00:36:14.416 --> 00:36:16.257 your part and their part conversations. 00:36:16.818 --> 00:36:18.422 More dinner party, less trade show. 00:36:18.804 --> 00:36:19.043 Tony, 00:36:19.123 --> 00:36:20.809 I kicked that idea to you yesterday 00:36:20.969 --> 00:36:21.972 and I still owe you video 00:36:21.992 --> 00:36:23.135 clips from when you came here. 00:36:23.195 --> 00:36:24.860 I just remembered that we shot that thing 00:36:27.014 --> 00:36:27.494 Yeah, yeah, yeah. 00:36:27.514 --> 00:36:27.673 My couch. 00:36:27.755 --> 00:36:28.534 Beautiful living room. 00:36:28.614 --> 00:36:29.096 It was great. 00:36:29.476 --> 00:36:30.157 I was trying. 00:36:30.177 --> 00:36:31.016 The problem was we hit 00:36:31.077 --> 00:36:32.137 record and we talked for 00:36:32.157 --> 00:36:33.119 like an hour and a half. 00:36:33.398 --> 00:36:34.599 And then I tried to upload 00:36:34.900 --> 00:36:36.461 ninety minute long video clips. 00:36:36.561 --> 00:36:37.842 And my editor kept saying, 00:36:37.902 --> 00:36:38.523 I'm not getting them. 00:36:38.563 --> 00:36:38.923 And I'm like, 00:36:39.623 --> 00:36:40.684 so I'm going to hand deliver those. 00:36:40.764 --> 00:36:41.405 So I will get those. 00:36:41.445 --> 00:36:41.686 We will. 00:36:43.047 --> 00:36:44.728 They're the lost sessions. 00:36:45.548 --> 00:36:46.050 Yeah, that was. 00:36:46.730 --> 00:36:47.851 Did Connie have some of those? 00:36:48.050 --> 00:36:49.231 The lost mixtape? 00:36:49.773 --> 00:36:50.614 The lost sessions. 00:36:50.634 --> 00:36:53.235 Or Jay-Z or Dave Chappelle or something? 00:36:53.255 --> 00:36:53.335 Yeah. 00:36:53.815 --> 00:36:54.617 So back to the idea, 00:36:54.697 --> 00:36:55.677 how could you use this? 00:36:55.697 --> 00:36:56.978 So if you're like, yeah, man, I get it. 00:36:57.077 --> 00:36:57.597 I agree. 00:36:57.697 --> 00:36:59.259 So this is what I like to notice. 00:36:59.278 --> 00:36:59.398 Like, 00:36:59.478 --> 00:37:00.940 what are the big brands doing and how 00:37:00.960 --> 00:37:01.820 do you steal the strategy? 00:37:01.840 --> 00:37:02.860 That's the point of this whole segment, 00:37:02.880 --> 00:37:04.141 which is if we know that 00:37:04.222 --> 00:37:05.181 Zoom fatigue is real, 00:37:05.442 --> 00:37:06.103 how do you play with it? 00:37:06.563 --> 00:37:07.824 Even if you weren't doing webinars, 00:37:07.844 --> 00:37:09.123 it doesn't mean stop doing webinars. 00:37:09.204 --> 00:37:10.465 It's like notice what the 00:37:10.505 --> 00:37:11.766 world is tired of. 00:37:12.545 --> 00:37:13.347 Give them the opposite. 00:37:13.527 --> 00:37:15.028 If the world is tired of bell bottoms, 00:37:15.108 --> 00:37:17.110 give them skinny jeans, right? 00:37:17.371 --> 00:37:19.273 B, go to skinny jeans first. 00:37:19.773 --> 00:37:21.597 So my idea for Dave, 00:37:21.617 --> 00:37:23.539 and then we can expound upon this, was, 00:37:23.858 --> 00:37:26.501 hey, who are you? 00:37:26.521 --> 00:37:27.684 So who are you looking to talk to? 00:37:27.903 --> 00:37:28.545 You're in New York. 00:37:28.724 --> 00:37:30.106 I'm just up the street from New York. 00:37:30.367 --> 00:37:31.487 Who are you looking to talk to? 00:37:31.507 --> 00:37:32.208 Who are your people? 00:37:33.938 --> 00:37:35.721 Clinicians, practice owners. 00:37:36.260 --> 00:37:37.121 No, practice owners. 00:37:37.161 --> 00:37:38.943 So I know we mentioned, 00:37:38.963 --> 00:37:39.905 can we mention a few names? 00:37:40.005 --> 00:37:41.126 I'll mention a few names 00:37:41.146 --> 00:37:42.907 that I want to meet in the city. 00:37:42.947 --> 00:37:43.688 And I think you could maybe 00:37:43.708 --> 00:37:44.170 help me with it. 00:37:45.271 --> 00:37:47.072 so dan dan ruttenberg ceo of 00:37:47.092 --> 00:37:48.492 spear they have I don't 00:37:48.512 --> 00:37:50.052 even know close to fifty 00:37:50.072 --> 00:37:52.333 locations he started he 00:37:52.373 --> 00:37:53.634 started with one obviously 00:37:53.733 --> 00:37:54.614 he was like the same thing 00:37:54.994 --> 00:37:56.275 hospital based job I 00:37:56.295 --> 00:37:57.115 believe and then went out 00:37:57.235 --> 00:38:00.056 on his own um so dan 00:38:00.097 --> 00:38:01.516 ruttenberg is one and and 00:38:01.637 --> 00:38:03.018 really I'd love to meet 00:38:03.077 --> 00:38:04.117 practice owners that have 00:38:04.137 --> 00:38:06.039 uh I mean most of the 00:38:06.259 --> 00:38:06.998 practice owners that have a 00:38:07.059 --> 00:38:08.659 solo location I pretty much know them all 00:38:08.920 --> 00:38:09.940 So the ones that have like 00:38:10.021 --> 00:38:12.442 two to five or five to ten-ish, 00:38:12.541 --> 00:38:13.882 like the ones that I don't know, 00:38:13.942 --> 00:38:14.641 I would love to meet them. 00:38:14.663 --> 00:38:16.862 Like Paul Zion that owns 00:38:16.902 --> 00:38:17.684 Zion Physical Therapy. 00:38:17.704 --> 00:38:19.844 I think they have like five locations, 00:38:19.885 --> 00:38:22.005 like four in the city or New York area, 00:38:22.106 --> 00:38:22.786 one in Connecticut. 00:38:23.126 --> 00:38:24.586 There's owners like that, that like, 00:38:25.407 --> 00:38:27.588 I'd be, I would love to meet, uh, 00:38:27.608 --> 00:38:28.467 break some bread with, 00:38:28.648 --> 00:38:29.507 and then at the same time, 00:38:29.547 --> 00:38:30.648 like if we do it together 00:38:30.768 --> 00:38:32.528 and maybe it's some, a fellow's collab, 00:38:33.009 --> 00:38:34.748 then you get, you get, you get some, 00:38:34.869 --> 00:38:35.730 you get in front of them at 00:38:35.750 --> 00:38:36.329 the same time. 00:38:36.610 --> 00:38:37.750 And we do it in a way that's 00:38:37.769 --> 00:38:38.409 very authentic. 00:38:38.449 --> 00:38:40.030 We can, you, you pitched, 00:38:40.530 --> 00:38:42.371 we maybe do like a little chat, 00:38:42.391 --> 00:38:42.972 little interview. 00:38:43.012 --> 00:38:43.952 We record it, whatever. 00:38:43.992 --> 00:38:44.871 We can kind of talk about 00:38:44.911 --> 00:38:45.692 the same stuff here. 00:38:45.972 --> 00:38:46.652 Like, you know, 00:38:46.893 --> 00:38:48.193 reimbursement issues and 00:38:48.293 --> 00:38:49.253 staffing and hiring. 00:38:49.353 --> 00:38:51.193 And like, we all have the same challenges. 00:38:51.474 --> 00:38:52.353 Who's doing it better. 00:38:53.922 --> 00:38:55.302 You know what I mean? 00:38:55.322 --> 00:38:56.782 Like, hey, how are you solving this? 00:38:57.302 --> 00:38:57.922 So this is, 00:38:57.963 --> 00:38:59.103 we're going through this paradigm. 00:38:59.143 --> 00:39:02.543 You just described your who and their what, 00:39:02.603 --> 00:39:04.043 that yellow part of that Venn diagram. 00:39:04.143 --> 00:39:05.045 What are their problems? 00:39:05.085 --> 00:39:05.824 What are their whatever? 00:39:06.244 --> 00:39:08.244 And then their next question is like, well, 00:39:08.264 --> 00:39:09.286 what do you bring to the table? 00:39:09.306 --> 00:39:10.565 It's like, well, we have an audience, 00:39:10.786 --> 00:39:11.186 number one, 00:39:11.226 --> 00:39:12.405 so we can record some of this stuff. 00:39:12.626 --> 00:39:14.746 If you want exposure to other PTs, great. 00:39:15.086 --> 00:39:15.666 Even if you don't, 00:39:16.146 --> 00:39:16.987 what we're doing is we're 00:39:17.007 --> 00:39:18.568 saying we're doing the work of getting, 00:39:18.588 --> 00:39:19.847 I mean, 00:39:19.867 --> 00:39:21.108 we can't take a hundred people to 00:39:21.128 --> 00:39:22.409 dinner in New York City. 00:39:23.728 --> 00:39:24.309 You can take a hundred 00:39:24.329 --> 00:39:24.949 people to dinner for the 00:39:24.969 --> 00:39:25.929 same budget in Iowa, 00:39:26.050 --> 00:39:26.630 but you cannot take a 00:39:26.670 --> 00:39:27.351 hundred people to dinner. 00:39:27.371 --> 00:39:28.532 You can take two people to 00:39:28.552 --> 00:39:30.393 dinner in New York city, the same budget. 00:39:30.492 --> 00:39:31.313 We should go to Iowa. 00:39:31.833 --> 00:39:33.014 We would slay in Iowa. 00:39:33.114 --> 00:39:34.056 We always make fun of Iowa. 00:39:34.076 --> 00:39:34.976 We should do a show in Iowa 00:39:34.996 --> 00:39:35.577 to say thank you. 00:39:35.916 --> 00:39:36.896 But the question here is in 00:39:36.936 --> 00:39:38.157 the middle of that Venn diagram is like, 00:39:38.237 --> 00:39:39.539 why is someone like Dan 00:39:39.559 --> 00:39:41.840 Rutenberg or Dutch Rojas or 00:39:41.900 --> 00:39:42.380 practice owners? 00:39:42.400 --> 00:39:43.221 Like we're just naming people, 00:39:43.260 --> 00:39:44.601 but like it's the person we 00:39:44.681 --> 00:39:45.282 don't know yet. 00:39:46.239 --> 00:39:47.420 That's who we want to meet too. 00:39:47.699 --> 00:39:48.400 That fits that. 00:39:48.760 --> 00:39:49.561 Let's come together. 00:39:50.021 --> 00:39:51.400 Even if you're not going to necessarily, 00:39:51.641 --> 00:39:52.422 and I'm using air quotes here, 00:39:52.581 --> 00:39:53.581 buy what we're selling. 00:39:53.922 --> 00:39:57.643 The funny part is success usually comes, 00:39:57.842 --> 00:39:58.902 the road is people. 00:39:59.402 --> 00:40:00.023 You network. 00:40:00.063 --> 00:40:01.204 This is why you're networking. 00:40:01.463 --> 00:40:02.744 The idea isn't network to 00:40:02.784 --> 00:40:04.385 have a little number under 00:40:04.425 --> 00:40:05.985 your picture on LinkedIn that's high. 00:40:06.204 --> 00:40:08.025 Look how many followers that person has. 00:40:08.306 --> 00:40:09.485 No, you're doing it wrong. 00:40:10.085 --> 00:40:11.485 I'd rather have five hundred 00:40:11.545 --> 00:40:12.226 really good tight 00:40:12.266 --> 00:40:13.166 connections that people 00:40:13.186 --> 00:40:14.146 that I get value from and 00:40:14.186 --> 00:40:15.708 give value to than five 00:40:15.748 --> 00:40:16.827 thousand people that sort 00:40:16.847 --> 00:40:17.387 of know who I am. 00:40:17.708 --> 00:40:18.527 So that's the idea, 00:40:18.568 --> 00:40:19.909 which is could we do a 00:40:19.989 --> 00:40:21.128 dinner in New York? 00:40:21.489 --> 00:40:22.289 We should do it before the 00:40:22.329 --> 00:40:23.269 summer because no one wants to. 00:40:23.429 --> 00:40:24.449 Everybody gets out of the 00:40:24.469 --> 00:40:25.030 city in the summer. 00:40:25.050 --> 00:40:25.190 Right. 00:40:25.769 --> 00:40:26.050 True. 00:40:26.170 --> 00:40:26.391 True. 00:40:26.650 --> 00:40:28.251 The west side of Manhattan. 00:40:28.271 --> 00:40:29.431 Could we do it around? 00:40:29.610 --> 00:40:30.871 And then my question is, 00:40:30.891 --> 00:40:31.811 it would be fun to do like 00:40:31.911 --> 00:40:33.672 a video session that people walk away. 00:40:33.893 --> 00:40:34.132 Listen, 00:40:34.652 --> 00:40:36.512 you got some great content video clips. 00:40:36.733 --> 00:40:37.213 They're yours. 00:40:37.313 --> 00:40:38.034 Keep them whatever. 00:40:38.914 --> 00:40:40.255 But then there's that elbow rub. 00:40:40.275 --> 00:40:41.534 Who are you sitting next to at dinner? 00:40:41.735 --> 00:40:42.416 Who are we meeting? 00:40:42.976 --> 00:40:44.456 And that person you meet in 00:40:44.556 --> 00:40:46.097 twenty twenty five in 00:40:46.137 --> 00:40:47.057 twenty twenty eight. 00:40:47.077 --> 00:40:48.018 You're like, you know what? 00:40:48.117 --> 00:40:48.918 That person, you know, 00:40:48.958 --> 00:40:50.259 we could now that person is 00:40:50.298 --> 00:40:51.519 done is doing this thing. 00:40:51.539 --> 00:40:53.101 We could connect and it's wild. 00:40:53.221 --> 00:40:55.101 So I want to try that. 00:40:55.282 --> 00:40:56.202 I think it's a good idea. 00:40:56.362 --> 00:40:57.222 I stole this idea. 00:40:57.242 --> 00:40:58.543 It's called steal this strategy. 00:40:58.802 --> 00:41:00.164 I'm stealing this idea from someone else. 00:41:01.244 --> 00:41:02.025 Picasso said. 00:41:02.929 --> 00:41:05.170 Good artists borrow, great artists steal. 00:41:05.331 --> 00:41:06.610 So that is my suggestion. 00:41:06.690 --> 00:41:09.512 Small, curated for clinic owners. 00:41:09.552 --> 00:41:10.052 It could be, 00:41:10.172 --> 00:41:13.092 I want to take ten parents in 00:41:13.112 --> 00:41:14.753 my area out for dinner. 00:41:15.713 --> 00:41:16.833 Parents of baseball players. 00:41:17.313 --> 00:41:18.474 I want to understand what 00:41:18.534 --> 00:41:19.554 travel ball is really like. 00:41:19.795 --> 00:41:20.394 Why don't you tell me? 00:41:20.675 --> 00:41:21.436 What are the problems you're 00:41:21.456 --> 00:41:21.916 seeing with it? 00:41:22.036 --> 00:41:23.476 If you want to treat baseball players. 00:41:23.835 --> 00:41:25.336 It seems like if there's no 00:41:25.376 --> 00:41:27.516 conversion at dinner, there might not be. 00:41:27.797 --> 00:41:28.797 But there could be a whole 00:41:28.818 --> 00:41:29.478 lot of conversion. 00:41:29.958 --> 00:41:31.137 down the line so that is 00:41:31.157 --> 00:41:32.438 down the line for steel 00:41:33.219 --> 00:41:36.119 slow play the slow play all 00:41:36.139 --> 00:41:36.980 right I gotta go play golf 00:41:37.159 --> 00:41:38.981 poorly so parting shots 00:41:39.280 --> 00:41:40.001 what does dave have for 00:41:40.021 --> 00:41:42.081 parting shots are you I 00:41:42.101 --> 00:41:42.742 don't want to break any 00:41:42.782 --> 00:41:43.822 rules here I have this 00:41:43.882 --> 00:41:45.063 funny post from uncaged 00:41:45.103 --> 00:41:46.822 clinician can I as my 00:41:46.842 --> 00:41:47.842 parting shot can I read 00:41:47.882 --> 00:41:49.724 this yeah and foreshadow 00:41:49.764 --> 00:41:50.724 that we will break this 00:41:50.764 --> 00:41:52.465 down and respond to it on a 00:41:52.485 --> 00:41:53.784 future episode yes do you 00:41:53.804 --> 00:41:54.565 want me to show the image 00:41:54.585 --> 00:41:55.266 is this the image that we 00:41:55.286 --> 00:41:55.826 were sharing or no 00:41:58.858 --> 00:42:00.798 The one about the cameras in the clinic? 00:42:01.039 --> 00:42:01.599 Show it real quick. 00:42:01.739 --> 00:42:02.159 Is it that? 00:42:03.061 --> 00:42:03.740 No, no, no. 00:42:04.942 --> 00:42:05.402 No, it's not. 00:42:05.422 --> 00:42:05.461 No. 00:42:05.501 --> 00:42:05.641 Okay. 00:42:05.661 --> 00:42:05.702 No, 00:42:05.842 --> 00:42:07.563 then I don't know what you're talking 00:42:07.583 --> 00:42:07.764 about. 00:42:07.784 --> 00:42:08.003 Go ahead. 00:42:08.023 --> 00:42:08.644 I didn't send it. 00:42:08.664 --> 00:42:08.905 All right. 00:42:09.065 --> 00:42:10.485 So Uncaged Clinician Facebook group. 00:42:10.885 --> 00:42:13.027 This is a post that is a 00:42:13.047 --> 00:42:13.887 little interesting and I 00:42:13.907 --> 00:42:14.889 think we could break it down. 00:42:15.309 --> 00:42:16.449 Love it. 00:42:16.489 --> 00:42:17.050 So here's the post. 00:42:18.449 --> 00:42:19.030 I worked at a private 00:42:19.070 --> 00:42:19.911 practice that had about 00:42:20.010 --> 00:42:21.172 four cameras in the open 00:42:21.211 --> 00:42:22.192 gym treatment area. 00:42:22.771 --> 00:42:24.333 I was wondering if they need 00:42:24.373 --> 00:42:25.414 to inform patients they 00:42:25.434 --> 00:42:27.434 have cameras or even the staff members. 00:42:28.175 --> 00:42:29.115 I asked because one of the 00:42:29.195 --> 00:42:30.335 owners was texting me 00:42:30.376 --> 00:42:32.077 before I was ready to leave. 00:42:32.498 --> 00:42:35.699 I ignored it as I needed to 00:42:35.719 --> 00:42:37.860 be somewhere and left the 00:42:37.920 --> 00:42:39.101 clinic after my shift. 00:42:39.440 --> 00:42:40.081 The next day, 00:42:40.822 --> 00:42:41.963 They basically used the 00:42:42.043 --> 00:42:44.605 video to tell me they saw me sitting, 00:42:45.085 --> 00:42:46.166 talking to the front desk 00:42:46.186 --> 00:42:48.106 person and looking on my phone. 00:42:48.487 --> 00:42:50.889 I told them, the owners of the practice, 00:42:51.949 --> 00:42:53.269 I told them I didn't see 00:42:53.309 --> 00:42:54.251 their text at the time, 00:42:54.851 --> 00:42:55.492 which I only saw the 00:42:55.532 --> 00:42:56.532 notification of the text, 00:42:56.932 --> 00:42:58.434 just wondering if this is legal. 00:42:59.467 --> 00:43:00.349 Now, first of all, 00:43:00.449 --> 00:43:02.110 it is legal to have in most states, 00:43:02.150 --> 00:43:02.550 I think, 00:43:03.030 --> 00:43:05.733 to have cameras in the open gym area. 00:43:06.313 --> 00:43:07.715 And maybe they require a 00:43:07.775 --> 00:43:08.934 certain sign or it's just 00:43:09.016 --> 00:43:10.277 it's in the open area. 00:43:10.297 --> 00:43:11.838 We're not talking about the private rooms, 00:43:11.858 --> 00:43:14.199 which I think is not legal 00:43:14.280 --> 00:43:16.300 or you need like written or 00:43:16.380 --> 00:43:18.342 express consideration or whatever. 00:43:19.324 --> 00:43:19.543 But. 00:43:21.202 --> 00:43:22.483 that's the post. 00:43:22.503 --> 00:43:23.083 I, we don't have time. 00:43:23.103 --> 00:43:24.664 You got to run, but that's something, 00:43:24.684 --> 00:43:25.045 that's something, 00:43:25.065 --> 00:43:26.206 that's something for all of 00:43:26.246 --> 00:43:26.726 us to break down. 00:43:26.746 --> 00:43:27.646 It made me think, you know, 00:43:27.666 --> 00:43:28.467 when there's like a hockey 00:43:28.487 --> 00:43:30.027 game or an NFL game and 00:43:30.047 --> 00:43:30.989 there's like a call and 00:43:31.009 --> 00:43:32.309 then they just like automatically, 00:43:32.349 --> 00:43:34.050 like they're like, here's the play. 00:43:34.351 --> 00:43:35.110 And they bring in some 00:43:35.150 --> 00:43:37.032 retired referee and they're like, 00:43:37.072 --> 00:43:37.873 what do you, and they're like, 00:43:38.012 --> 00:43:38.914 before the call is made, 00:43:38.934 --> 00:43:41.094 we need a lawyer on speed 00:43:41.135 --> 00:43:43.936 diet and be like, okay, Hey, 00:43:43.956 --> 00:43:45.056 we're talking, what's the deal? 00:43:45.077 --> 00:43:46.077 And they're gonna be like, all right, well, 00:43:46.097 --> 00:43:46.858 what state is it? 00:43:46.898 --> 00:43:47.759 I need to see where the camera, 00:43:47.778 --> 00:43:48.760 like we need like real, 00:43:49.744 --> 00:43:51.244 So I'll just preface this by saying, 00:43:51.846 --> 00:43:53.447 I'll hold my take, but I have a hot, 00:43:53.507 --> 00:43:55.289 I have a very hot take on that. 00:43:55.349 --> 00:43:56.650 I want to just go right in there too. 00:43:56.670 --> 00:43:57.530 We'll do it, Tony. 00:43:57.630 --> 00:43:58.632 All right. 00:43:58.652 --> 00:44:02.235 Parting shot is pick your heart, you know, 00:44:02.275 --> 00:44:03.376 and it could be, listen, 00:44:03.436 --> 00:44:04.577 I want to go work for a big clinic. 00:44:04.697 --> 00:44:05.119 I want to have, 00:44:05.518 --> 00:44:06.239 I know I'm going into that 00:44:06.260 --> 00:44:07.019 with less flexibility, 00:44:07.039 --> 00:44:07.780 but more stability. 00:44:08.021 --> 00:44:08.942 We'll want to have a lot of 00:44:08.981 --> 00:44:10.222 flexibility with no stability. 00:44:10.443 --> 00:44:11.824 This is hips and shoulders. 00:44:11.844 --> 00:44:12.965 I did hips and shoulders. 00:44:12.985 --> 00:44:13.525 This is a shoulder. 00:44:13.606 --> 00:44:14.007 This is a hip. 00:44:14.067 --> 00:44:14.967 I know, but Joyce, I promise. 00:44:15.387 --> 00:44:16.989 But understand what it is 00:44:17.028 --> 00:44:17.949 before you get into it. 00:44:17.989 --> 00:44:19.190 Because if you get into it, you're like, 00:44:19.210 --> 00:44:20.130 this isn't what I thought. 00:44:20.471 --> 00:44:21.190 You didn't ask. 00:44:21.570 --> 00:44:22.291 These things are very 00:44:22.351 --> 00:44:23.371 obvious and very transparent. 00:44:23.391 --> 00:44:23.992 If you're going to work for 00:44:24.012 --> 00:44:24.793 a big organization, 00:44:25.052 --> 00:44:26.594 there's some flexibility in 00:44:26.653 --> 00:44:29.675 terms of growth and a lot of stability. 00:44:29.695 --> 00:44:31.476 So you're sacrificing one for another. 00:44:31.556 --> 00:44:32.556 And there's a happy medium. 00:44:32.597 --> 00:44:35.518 And which one is good depends on you. 00:44:36.278 --> 00:44:38.039 Your great might be my awful 00:44:38.099 --> 00:44:38.840 and vice versa. 00:44:39.101 --> 00:44:40.882 So understand, pick your hard. 00:44:42.001 --> 00:44:42.943 All this stuff's going to be hard. 00:44:43.847 --> 00:44:44.387 It's going to be a lot 00:44:44.407 --> 00:44:45.509 easier to stomach and get 00:44:45.528 --> 00:44:47.250 out of bed and do when you 00:44:47.309 --> 00:44:48.351 like that particular heart. 00:44:49.331 --> 00:44:50.753 Tony is back and he'll be 00:44:50.773 --> 00:44:52.733 wearing his papal helmet 00:44:52.773 --> 00:44:55.054 since he has apparently been elected. 00:44:56.315 --> 00:44:58.938 He's been elected Pope. 00:44:59.418 --> 00:45:01.559 He is touching up the Sistine Chapel, 00:45:01.619 --> 00:45:02.320 it looks like there. 00:45:02.340 --> 00:45:04.402 He's just putting touches on the artwork. 00:45:05.762 --> 00:45:07.864 Or as I saw someone do in a 00:45:08.003 --> 00:45:09.505 comment of that photo, they were like, 00:45:09.784 --> 00:45:11.065 is this a subtle ad for 00:45:11.166 --> 00:45:11.947 nose hair trimmers? 00:45:11.967 --> 00:45:12.987 Because you nailed it. 00:45:13.047 --> 00:45:13.748 Like, so I think. 00:45:15.030 --> 00:45:15.710 We wish you well. 00:45:15.931 --> 00:45:17.233 Have fun at the Capitol there. 00:45:17.514 --> 00:45:19.538 And we'll see you guys on Tuesday. 00:45:19.617 --> 00:45:21.041 And I will report how many 00:45:21.081 --> 00:45:22.664 golf balls I lost at this 00:45:22.704 --> 00:45:23.244 golf tournament.