WEBVTT

00:00:08.894 --> 00:00:09.554
Happy.

00:00:09.574 --> 00:00:10.515
I almost said Tuesday.

00:00:10.535 --> 00:00:11.635
I almost lost two days there.

00:00:11.656 --> 00:00:12.276
Happy Thursday.

00:00:12.297 --> 00:00:13.137
We're closer to the weekend.

00:00:13.157 --> 00:00:13.518
I promise.

00:00:13.557 --> 00:00:13.878
I promise.

00:00:13.897 --> 00:00:14.257
I promise.

00:00:14.638 --> 00:00:16.280
Happy Thursday here at PT Breakfast Club.

00:00:17.021 --> 00:00:18.762
Jimmy and Tony minus Dave.

00:00:19.082 --> 00:00:20.724
Rumor is he either fell off

00:00:21.423 --> 00:00:23.686
Niagara Falls or he partied

00:00:23.725 --> 00:00:25.268
so hard in Niagara Falls

00:00:25.288 --> 00:00:26.809
that he does not have a voice right now.

00:00:26.989 --> 00:00:28.870
I was watching for a barrel.

00:00:29.091 --> 00:00:30.391
I thought for sure Dave was

00:00:30.411 --> 00:00:32.472
going to go in a barrel over the falls.

00:00:32.512 --> 00:00:33.353
Do you remember?

00:00:33.533 --> 00:00:34.395
I think it was Woody

00:00:34.414 --> 00:00:36.377
Woodpecker in some of the old cartoons.

00:00:36.896 --> 00:00:37.756
That was like a thing.

00:00:37.957 --> 00:00:40.417
It was like – and stunt people.

00:00:40.518 --> 00:00:41.259
That was like how they

00:00:41.279 --> 00:00:42.499
wanted to put their mark on the world.

00:00:42.838 --> 00:00:44.939
I was in Niagara Falls two weeks ago,

00:00:45.539 --> 00:00:46.320
and that was the second

00:00:46.340 --> 00:00:47.161
time I was ever there.

00:00:47.301 --> 00:00:48.021
It was the first time I was

00:00:48.040 --> 00:00:49.040
ever there during the day.

00:00:49.420 --> 00:00:51.142
And at night, I got to be honest, man,

00:00:51.222 --> 00:00:52.622
waterfall, not that impressive.

00:00:53.323 --> 00:00:54.662
During the day, very impressive.

00:00:55.904 --> 00:00:57.404
I'm kind of a daredevil kind of guy,

00:00:57.444 --> 00:00:58.204
a little bit of an

00:00:58.223 --> 00:00:59.125
adrenaline – I wouldn't

00:00:59.145 --> 00:01:00.164
call me an adrenaline junkie,

00:01:00.284 --> 00:01:01.265
maybe an adrenaline seeker.

00:01:01.886 --> 00:01:03.845
Nothing about that said we

00:01:03.865 --> 00:01:04.807
should jump off of this.

00:01:04.846 --> 00:01:05.066
Nothing.

00:01:05.938 --> 00:01:09.105
So I remember, um, you know, there,

00:01:09.125 --> 00:01:10.908
there's still people that will do it.

00:01:10.947 --> 00:01:12.831
There's like modern versions of the,

00:01:13.171 --> 00:01:16.076
of the, um, what, what was I saying?

00:01:16.138 --> 00:01:16.679
The barrel?

00:01:16.799 --> 00:01:17.299
What is it?

00:01:18.819 --> 00:01:19.859
What were they going over in?

00:01:19.879 --> 00:01:20.721
In a barrel.

00:01:20.840 --> 00:01:21.240
Yeah, in a barrel.

00:01:21.301 --> 00:01:21.600
Yeah.

00:01:23.320 --> 00:01:23.962
Anyway,

00:01:24.581 --> 00:01:26.862
this was really all about attention,

00:01:27.082 --> 00:01:27.322
right?

00:01:27.662 --> 00:01:28.623
It's all about doing

00:01:28.683 --> 00:01:30.483
something to garner attention,

00:01:30.924 --> 00:01:33.605
to get eyeballs appropriate

00:01:33.644 --> 00:01:35.165
for today's topic.

00:01:35.344 --> 00:01:36.825
I want to talk about marketing.

00:01:36.865 --> 00:01:38.146
I want to talk about attention.

00:01:38.787 --> 00:01:41.466
And if I go back probably a decade,

00:01:42.188 --> 00:01:43.828
if Jerry Durham is listening,

00:01:44.087 --> 00:01:45.489
he probably remembers this.

00:01:46.108 --> 00:01:47.250
He and I were some of the

00:01:47.450 --> 00:01:48.990
only therapists that were saying,

00:01:49.430 --> 00:01:50.671
you probably don't need

00:01:50.772 --> 00:01:51.751
more new patients.

00:01:52.153 --> 00:01:53.733
You probably have enough

00:01:53.793 --> 00:01:55.394
patients in your history,

00:01:55.515 --> 00:01:56.355
in your database.

00:01:56.715 --> 00:01:57.695
What you need is to get

00:01:57.736 --> 00:01:58.917
those patients to complete

00:01:58.936 --> 00:01:59.897
your plans of care.

00:02:00.417 --> 00:02:01.798
You need those patients to

00:02:01.837 --> 00:02:04.219
become lifetime patients, never quit,

00:02:04.340 --> 00:02:05.239
never stop coming.

00:02:05.280 --> 00:02:06.200
They always have a need.

00:02:06.221 --> 00:02:07.320
They always have a problem.

00:02:08.042 --> 00:02:09.143
And this is something...

00:02:10.062 --> 00:02:12.544
that while I still maintain, you know,

00:02:12.705 --> 00:02:13.786
we don't spend a penny on

00:02:13.846 --> 00:02:15.828
marketing because we have a

00:02:15.888 --> 00:02:17.270
database of tens of

00:02:17.310 --> 00:02:18.950
thousands of past patients.

00:02:19.211 --> 00:02:20.872
I can always flip a switch

00:02:21.413 --> 00:02:22.935
and fill my clinic tomorrow

00:02:22.974 --> 00:02:23.754
if I needed to.

00:02:24.936 --> 00:02:26.358
There are therapists out

00:02:26.377 --> 00:02:27.739
there who do need patients.

00:02:27.778 --> 00:02:29.881
They're going from zero to one.

00:02:29.901 --> 00:02:31.102
They're going from one to ten,

00:02:31.162 --> 00:02:31.943
ten to one hundred.

00:02:32.603 --> 00:02:34.022
So I was hoping we could

00:02:34.062 --> 00:02:36.003
dedicate today to talking

00:02:36.044 --> 00:02:37.805
about different marketing ideas,

00:02:37.844 --> 00:02:38.824
some strategies.

00:02:38.884 --> 00:02:40.324
I threw some stuff in the private chat.

00:02:40.525 --> 00:02:40.625
Yeah.

00:02:41.906 --> 00:02:44.986
But let's start with the

00:02:45.026 --> 00:02:46.127
resources that people

00:02:46.167 --> 00:02:47.306
probably already have.

00:02:47.627 --> 00:02:48.907
Past patients, what are you thinking?

00:02:48.927 --> 00:02:49.508
Right.

00:02:49.987 --> 00:02:51.209
Well, I want to set this up with –

00:02:52.774 --> 00:02:54.455
uh a line from alex hormozy

00:02:54.596 --> 00:02:55.817
and it's like those things

00:02:55.836 --> 00:02:56.758
that you know I don't know

00:02:56.777 --> 00:02:57.579
there's got to be a word

00:02:57.618 --> 00:02:58.218
for them it's probably a

00:02:58.318 --> 00:02:59.120
german word for them

00:02:59.139 --> 00:02:59.800
there's always a german

00:02:59.841 --> 00:03:01.102
word for everything which

00:03:01.201 --> 00:03:02.943
is something when someone

00:03:02.983 --> 00:03:04.125
put words to something that

00:03:04.145 --> 00:03:05.064
you're like yeah I knew

00:03:05.125 --> 00:03:06.387
that but you gave me like

00:03:06.407 --> 00:03:07.867
this so hormozy said listen

00:03:08.168 --> 00:03:09.028
look let me break it down

00:03:09.068 --> 00:03:09.849
for you and he like does it

00:03:09.870 --> 00:03:10.509
in this form of the way

00:03:10.530 --> 00:03:11.151
where he like looks right

00:03:11.170 --> 00:03:12.271
in the camera and he's like

00:03:12.292 --> 00:03:13.673
there's only three ways to

00:03:13.712 --> 00:03:16.135
make money he's he essentially said

00:03:17.247 --> 00:03:18.127
You get the people,

00:03:18.729 --> 00:03:20.610
you get more customers.

00:03:20.871 --> 00:03:22.432
There's your zero to a

00:03:22.453 --> 00:03:23.615
hundred percent of your capacity.

00:03:24.034 --> 00:03:25.856
Then you get those people, right?

00:03:25.877 --> 00:03:28.180
Who you've already got to spend more money,

00:03:28.781 --> 00:03:29.020
right?

00:03:29.481 --> 00:03:30.262
Get them to spend twenty

00:03:30.282 --> 00:03:32.224
dollars on an upsell or you

00:03:32.245 --> 00:03:32.866
get those people to come

00:03:32.885 --> 00:03:33.566
back more frequently.

00:03:34.433 --> 00:03:34.895
That's it.

00:03:35.014 --> 00:03:35.455
And he said,

00:03:35.655 --> 00:03:36.515
if you can figure out more

00:03:36.556 --> 00:03:37.176
ways to do that,

00:03:37.217 --> 00:03:38.157
I'll give you a million dollars.

00:03:38.277 --> 00:03:39.218
I want you to come and teach me.

00:03:39.599 --> 00:03:40.420
So I want that to be in

00:03:40.461 --> 00:03:41.602
people's mindset because I

00:03:41.641 --> 00:03:43.283
think the first one is

00:03:43.383 --> 00:03:45.126
constantly on people's mindset,

00:03:45.205 --> 00:03:47.268
which is I need to get more new people.

00:03:47.968 --> 00:03:49.730
And we had this mindset in radio.

00:03:50.816 --> 00:03:51.917
Because the idea was if you

00:03:51.977 --> 00:03:54.520
piss someone off with your radio station,

00:03:55.180 --> 00:03:56.401
they're not really growing

00:03:56.480 --> 00:03:57.562
new people here.

00:03:57.581 --> 00:03:59.743
Like in our geographic area, right?

00:03:59.783 --> 00:04:00.564
And when I was in radio,

00:04:00.585 --> 00:04:01.705
it was in Northeast Pennsylvania.

00:04:01.966 --> 00:04:02.067
Now,

00:04:02.287 --> 00:04:03.687
some people leave and some people move

00:04:03.768 --> 00:04:03.867
in.

00:04:04.087 --> 00:04:04.848
But let's just pretend that

00:04:04.908 --> 00:04:05.870
rate is always the same.

00:04:05.909 --> 00:04:07.091
It's always the same amount of people.

00:04:07.131 --> 00:04:08.693
So don't piss those people off.

00:04:09.052 --> 00:04:10.814
But since we only have those

00:04:10.875 --> 00:04:12.977
people at our disposal, right?

00:04:14.318 --> 00:04:15.459
The idea was how to get them

00:04:15.498 --> 00:04:16.819
to listen more frequently

00:04:17.139 --> 00:04:18.482
or how to get them listen longer.

00:04:18.822 --> 00:04:19.221
That's it.

00:04:19.341 --> 00:04:20.483
I know it's radio to health

00:04:20.523 --> 00:04:21.624
care or radio to business.

00:04:21.964 --> 00:04:22.444
Same thing.

00:04:22.524 --> 00:04:23.146
I want you to have those

00:04:23.165 --> 00:04:24.166
three things in mindset.

00:04:24.526 --> 00:04:25.468
So where do you want to go first?

00:04:26.737 --> 00:04:28.779
Just kind of what are some

00:04:29.401 --> 00:04:30.401
things that you're seeing

00:04:30.461 --> 00:04:32.543
right now on the media side

00:04:32.884 --> 00:04:35.225
garnering attention that

00:04:35.305 --> 00:04:36.607
seems to be working?

00:04:36.826 --> 00:04:38.069
I can tell everybody,

00:04:38.108 --> 00:04:39.709
and I'm happy to share,

00:04:39.769 --> 00:04:41.831
for me right now across all social media,

00:04:41.911 --> 00:04:43.673
Facebook business page is

00:04:43.774 --> 00:04:45.375
outperforming everything else.

00:04:46.036 --> 00:04:47.317
It's the simplest thing.

00:04:48.538 --> 00:04:50.139
I'm still doing a little bit

00:04:50.178 --> 00:04:51.540
of paid ads just because

00:04:51.620 --> 00:04:53.461
it's fun and I want to figure this out.

00:04:53.961 --> 00:04:55.362
But the vast majority,

00:04:55.483 --> 00:04:57.644
well over a million views a month,

00:04:58.305 --> 00:05:00.047
all comes from organic content.

00:05:00.387 --> 00:05:00.547
Now,

00:05:00.607 --> 00:05:02.148
I know that this is organic spread

00:05:02.168 --> 00:05:03.189
across the whole country.

00:05:03.249 --> 00:05:04.329
It's not local.

00:05:04.370 --> 00:05:05.290
These aren't people that are

00:05:05.310 --> 00:05:06.232
coming into my clinic.

00:05:06.831 --> 00:05:09.413
But from an attention perspective,

00:05:10.355 --> 00:05:11.415
I just ran a report.

00:05:11.475 --> 00:05:12.716
I think over the last ninety

00:05:12.757 --> 00:05:15.017
days I did around four million views,

00:05:15.197 --> 00:05:18.581
all organic, all totally TikTok,

00:05:18.680 --> 00:05:20.201
Instagram, YouTube.

00:05:20.322 --> 00:05:21.862
They're all still growing.

00:05:22.184 --> 00:05:24.264
But like by a mile,

00:05:24.745 --> 00:05:26.187
organic Facebook business

00:05:26.226 --> 00:05:28.327
pages is my best reach.

00:05:29.528 --> 00:05:30.369
The thing I noticed was a

00:05:30.449 --> 00:05:32.389
downtrend on a different platform.

00:05:32.449 --> 00:05:33.329
And I think this was about

00:05:33.370 --> 00:05:34.891
three to six months ago.

00:05:35.250 --> 00:05:36.291
LinkedIn was going real,

00:05:36.331 --> 00:05:37.312
real heavy on video.

00:05:37.651 --> 00:05:38.711
They were putting videos in

00:05:38.752 --> 00:05:39.432
different ways.

00:05:39.793 --> 00:05:40.473
And I feel like all of a

00:05:40.492 --> 00:05:42.314
sudden I just noticed it's sort of gone.

00:05:42.374 --> 00:05:44.454
Like they were like, we're video too,

00:05:44.494 --> 00:05:44.995
everybody.

00:05:45.595 --> 00:05:45.814
And.

00:05:46.134 --> 00:05:47.557
So I took the strategy of, well,

00:05:47.596 --> 00:05:48.137
everything that I was

00:05:48.197 --> 00:05:50.040
producing really for

00:05:50.139 --> 00:05:51.701
Instagram and YouTube Shorts,

00:05:52.142 --> 00:05:53.163
I'll just put it on LinkedIn.

00:05:53.545 --> 00:05:54.605
And it has gone nowhere.

00:05:54.805 --> 00:05:56.468
So I just, I stopped, to be honest.

00:05:56.487 --> 00:05:57.329
Like, I'd rather not.

00:05:57.709 --> 00:05:58.391
If you're not going to be

00:05:58.430 --> 00:05:59.773
doing something well, like,

00:05:59.913 --> 00:06:00.653
don't do it at all.

00:06:00.754 --> 00:06:01.615
And it didn't mean the video

00:06:01.634 --> 00:06:02.555
content wasn't good.

00:06:03.392 --> 00:06:05.194
and then it wasn't playing there well.

00:06:05.673 --> 00:06:07.194
So what I did notice,

00:06:07.495 --> 00:06:09.295
I'll end it with a good

00:06:09.315 --> 00:06:10.555
thing I noticed on LinkedIn

00:06:10.696 --> 00:06:13.416
is that polls and asking a really,

00:06:13.476 --> 00:06:14.858
really poke the bear sort

00:06:14.877 --> 00:06:17.019
of question does get people talking.

00:06:17.478 --> 00:06:18.399
And when people do,

00:06:19.500 --> 00:06:21.142
I see the impressions go way, way up.

00:06:21.182 --> 00:06:22.345
I'm seeing like some single

00:06:22.384 --> 00:06:25.529
post with a question or a setup, you know,

00:06:25.589 --> 00:06:26.752
sort of a context and then

00:06:26.771 --> 00:06:28.194
a question like, well, what do you think?

00:06:28.595 --> 00:06:31.218
That'll get five figure impressions.

00:06:31.600 --> 00:06:32.882
And a little trick that I do,

00:06:33.081 --> 00:06:34.043
and I don't know if this is like

00:06:35.178 --> 00:06:37.079
like bad strategy or great

00:06:37.100 --> 00:06:38.759
strategy is I'll notice

00:06:38.800 --> 00:06:39.901
someone will comment on it.

00:06:40.341 --> 00:06:41.420
Like someone will drop a comment.

00:06:41.440 --> 00:06:42.300
I'll see it in my feed.

00:06:42.800 --> 00:06:44.521
And I'm like, what post is that from?

00:06:44.822 --> 00:06:45.641
And it's something from two

00:06:45.661 --> 00:06:46.543
or three months ago.

00:06:47.062 --> 00:06:47.983
And I'm like, oh, that's cool.

00:06:48.002 --> 00:06:48.843
They found that thing from

00:06:48.882 --> 00:06:49.564
two or three months ago and

00:06:49.584 --> 00:06:50.363
they're interacting with it.

00:06:50.744 --> 00:06:51.663
I'll repost that.

00:06:52.124 --> 00:06:53.064
That's like my cue.

00:06:53.084 --> 00:06:54.865
Like, oh, someone found it valuable.

00:06:55.024 --> 00:06:56.946
Someone found it like maybe of the moment.

00:06:57.326 --> 00:06:58.567
I repost it and usually I

00:06:58.607 --> 00:07:00.747
see five or six other pings on it,

00:07:00.846 --> 00:07:02.187
either an interaction or

00:07:02.247 --> 00:07:03.088
someone actually reposting

00:07:03.930 --> 00:07:05.293
dropping their two cents on those things.

00:07:05.694 --> 00:07:06.456
So that's the LinkedIn

00:07:06.478 --> 00:07:07.721
strategy that isn't working.

00:07:08.122 --> 00:07:08.704
And then the LinkedIn

00:07:08.744 --> 00:07:10.309
strategy that I saw that was working.

00:07:10.952 --> 00:07:11.213
You know,

00:07:11.273 --> 00:07:14.055
I never consider reposting my own stuff.

00:07:15.536 --> 00:07:16.637
That's a great idea because

00:07:16.656 --> 00:07:19.858
they're old posts that did

00:07:19.899 --> 00:07:21.860
really well on LinkedIn and

00:07:21.879 --> 00:07:22.860
they're completely gone.

00:07:22.961 --> 00:07:24.581
Like, I don't even think about it,

00:07:24.682 --> 00:07:25.923
but reposting it,

00:07:26.322 --> 00:07:27.543
that's something I should do.

00:07:27.903 --> 00:07:30.004
How are you changing or

00:07:30.545 --> 00:07:31.887
adapting to the audience

00:07:31.906 --> 00:07:33.528
across the different profiles?

00:07:33.627 --> 00:07:35.309
Are you doing anything different?

00:07:35.509 --> 00:07:36.470
Because you're more...

00:07:37.129 --> 00:07:38.771
direct PT to PT,

00:07:38.810 --> 00:07:41.132
whereas I've got the PT to

00:07:41.172 --> 00:07:42.512
consumer and then

00:07:42.612 --> 00:07:44.374
separately I've got PT to PT.

00:07:44.754 --> 00:07:45.975
Yeah.

00:07:46.014 --> 00:07:46.855
It's funny you mentioned that.

00:07:46.935 --> 00:07:47.975
So I just took a cross

00:07:47.995 --> 00:07:49.836
country flight for six

00:07:49.896 --> 00:07:50.757
hours and then I took the

00:07:50.798 --> 00:07:52.338
cross country flight back for six hours.

00:07:52.377 --> 00:07:53.699
So the good thing was I had

00:07:53.738 --> 00:07:54.980
like no wifi or limited

00:07:55.019 --> 00:07:56.100
wifi or crappy wifi.

00:07:56.141 --> 00:07:56.920
So I did a lot of thinking

00:07:57.440 --> 00:07:59.021
and I started noticing like, Hey,

00:07:59.041 --> 00:08:00.202
take a look at what's doing well.

00:08:01.396 --> 00:08:02.817
And what do you like to

00:08:02.857 --> 00:08:03.997
create and what's doing well?

00:08:04.117 --> 00:08:05.557
And where that crosses over

00:08:05.598 --> 00:08:08.038
was a smaller part of that Venn diagram.

00:08:08.278 --> 00:08:09.678
Then why are you doing the other stuff?

00:08:10.139 --> 00:08:10.838
So I started looking like

00:08:10.858 --> 00:08:12.399
that Pareto principle, eighty, twenty.

00:08:12.879 --> 00:08:13.639
And I was like, okay,

00:08:13.800 --> 00:08:15.199
I got six hours on this plane.

00:08:15.220 --> 00:08:15.620
What is it?

00:08:16.220 --> 00:08:16.759
So it's funny that you

00:08:16.800 --> 00:08:17.339
mentioned this because I

00:08:17.360 --> 00:08:18.180
was actually texting

00:08:18.259 --> 00:08:18.940
someone else that I'm

00:08:18.980 --> 00:08:20.261
helping do this similar thing.

00:08:20.281 --> 00:08:21.661
I was like, take my paradigm,

00:08:21.680 --> 00:08:23.081
what I'm finding here and

00:08:23.242 --> 00:08:24.341
play around with it yourself.

00:08:24.422 --> 00:08:26.641
I gave her actually the GPT

00:08:26.661 --> 00:08:27.901
I was playing with and said,

00:08:28.262 --> 00:08:29.202
run your thoughts through

00:08:29.223 --> 00:08:30.103
this and see what it says.

00:08:31.327 --> 00:08:32.548
So the short form strategy I

00:08:32.609 --> 00:08:34.149
used to have was do lots of

00:08:34.188 --> 00:08:36.110
podcast interviews and then

00:08:36.190 --> 00:08:37.910
find the great moments and share them.

00:08:38.351 --> 00:08:41.312
And those perform pretty okay.

00:08:41.472 --> 00:08:42.774
When the Opus clips of the

00:08:42.813 --> 00:08:45.054
world and the AI editors first came out,

00:08:45.115 --> 00:08:46.855
I was like, I turned to my editor,

00:08:46.875 --> 00:08:47.475
I'm like, we're gonna get like,

00:08:47.535 --> 00:08:48.956
twenty clips per episode

00:08:49.037 --> 00:08:50.317
and we're gonna flood the

00:08:50.357 --> 00:08:52.018
market with short form

00:08:52.057 --> 00:08:53.239
video and we're gonna dominate.

00:08:53.759 --> 00:08:55.139
And then I realized that I was honest.

00:08:55.200 --> 00:08:55.539
I was like,

00:08:56.000 --> 00:08:58.201
are there twenty great moments

00:08:58.282 --> 00:08:59.581
in a thirty-five minute

00:08:59.601 --> 00:09:00.643
long podcast interview?

00:09:01.302 --> 00:09:01.582
No.

00:09:01.923 --> 00:09:02.724
So I did two things.

00:09:03.163 --> 00:09:03.344
One,

00:09:04.264 --> 00:09:06.346
I changed the questions I was asking

00:09:07.187 --> 00:09:08.447
to get those better moments.

00:09:08.628 --> 00:09:10.568
So towards the end of some newer episodes,

00:09:10.609 --> 00:09:11.250
if you've listened,

00:09:11.649 --> 00:09:12.870
I'll play a quick game,

00:09:13.511 --> 00:09:15.253
essentially rapid fire questions,

00:09:15.452 --> 00:09:16.614
all based on the topic or

00:09:16.634 --> 00:09:18.075
the area of expertise of the guest.

00:09:18.735 --> 00:09:19.095
Really,

00:09:19.154 --> 00:09:20.875
that's a short form video question

00:09:21.296 --> 00:09:21.775
session,

00:09:22.216 --> 00:09:23.255
but I leave it in because it's

00:09:23.296 --> 00:09:23.696
pretty good.

00:09:23.735 --> 00:09:26.356
So I'll give them a question, sink or swim,

00:09:27.356 --> 00:09:29.477
like it or flush it, whatever I'm doing,

00:09:29.557 --> 00:09:30.577
I twist it to them.

00:09:30.998 --> 00:09:32.418
And I just say, answer,

00:09:32.477 --> 00:09:34.399
is it like it or like it or flush it?

00:09:34.499 --> 00:09:35.099
And then why?

00:09:35.278 --> 00:09:36.099
One sentence, why?

00:09:37.099 --> 00:09:38.220
So I'm taking those short

00:09:38.259 --> 00:09:39.360
form clips because you can

00:09:39.379 --> 00:09:40.539
share now up to ninety

00:09:40.620 --> 00:09:41.399
seconds or something,

00:09:41.419 --> 00:09:42.160
one hundred twenty seconds.

00:09:42.600 --> 00:09:43.740
And I'm saying those are great.

00:09:45.114 --> 00:09:45.934
But I don't know if I have a

00:09:45.975 --> 00:09:47.034
hundred and twenty seconds of great.

00:09:47.296 --> 00:09:48.255
I'd rather have fifteen

00:09:48.296 --> 00:09:50.097
seconds of awesome than

00:09:50.398 --> 00:09:52.158
forty five seconds of OK

00:09:52.198 --> 00:09:53.679
and fifteen seconds of terrible.

00:09:53.700 --> 00:09:54.301
They're not listening.

00:09:54.321 --> 00:09:55.841
So I'm parsing everything

00:09:55.902 --> 00:09:58.543
down and I'm seeing the short,

00:09:58.604 --> 00:09:59.344
short form.

00:10:00.225 --> 00:10:01.225
is doing really well.

00:10:01.825 --> 00:10:02.885
So what I'm doing is

00:10:03.306 --> 00:10:04.046
normally you see those

00:10:04.066 --> 00:10:04.806
videos where Jimmy looks

00:10:04.826 --> 00:10:05.725
into the camera and Jimmy

00:10:05.765 --> 00:10:06.466
ruins healthcare.

00:10:07.106 --> 00:10:08.047
I'm coming up with those

00:10:08.106 --> 00:10:09.966
ideas on the spot and then saying, oh,

00:10:09.986 --> 00:10:10.888
let me shoot a video.

00:10:11.028 --> 00:10:12.288
I'm very reactive.

00:10:12.668 --> 00:10:13.548
So on the plane,

00:10:13.668 --> 00:10:14.947
I decided to get proactive.

00:10:15.288 --> 00:10:17.428
So I went into ChatGPT and

00:10:17.489 --> 00:10:19.208
found five pillars that I

00:10:19.649 --> 00:10:21.750
either want to be an expert in,

00:10:21.830 --> 00:10:23.350
or I just like learning about.

00:10:23.429 --> 00:10:25.191
And I figure while I learn, I'll learn and

00:10:25.691 --> 00:10:28.272
teach right so I've the five

00:10:28.312 --> 00:10:29.153
pillars I came up with a

00:10:29.232 --> 00:10:31.014
hundred concepts each so

00:10:31.033 --> 00:10:33.095
that's five hundred and I'm

00:10:33.115 --> 00:10:34.315
gonna create five hundred

00:10:34.335 --> 00:10:36.176
short form videos and share

00:10:36.216 --> 00:10:37.596
those and I'm not a math

00:10:37.636 --> 00:10:38.778
major but when you create

00:10:38.817 --> 00:10:39.638
five hundred short form

00:10:39.658 --> 00:10:40.938
videos a hundred each

00:10:40.958 --> 00:10:41.759
across the five pillars

00:10:42.339 --> 00:10:43.580
that's more than if I

00:10:43.620 --> 00:10:45.160
shared a video a day for a

00:10:45.201 --> 00:10:47.642
year so in theory I can

00:10:47.682 --> 00:10:48.883
start to now see what did

00:10:48.923 --> 00:10:50.984
well in january and maybe

00:10:51.043 --> 00:10:52.203
now start to do two videos

00:10:52.244 --> 00:10:53.445
a day or three videos a day

00:10:53.945 --> 00:10:55.086
three to six months into

00:10:55.105 --> 00:10:57.046
that strategy and replay,

00:10:57.726 --> 00:10:59.226
taking a nod from SportsCenter,

00:10:59.346 --> 00:11:00.587
the greatest hits and start

00:11:00.607 --> 00:11:02.288
to recycle the ones that resonated.

00:11:02.668 --> 00:11:04.168
So I'm going to try this strategy.

00:11:04.830 --> 00:11:07.691
I'm going to dedicate a long weekend to...

00:11:09.260 --> 00:11:10.501
writing and recording these

00:11:10.522 --> 00:11:11.403
things and then pass them

00:11:11.442 --> 00:11:12.524
off to someone who's better

00:11:12.605 --> 00:11:14.166
than editing than me and

00:11:14.186 --> 00:11:15.148
really give it the judge.

00:11:15.607 --> 00:11:17.149
And then the hardest task, I think,

00:11:17.169 --> 00:11:17.990
would be scheduling these

00:11:18.030 --> 00:11:18.871
damn things because you've

00:11:18.892 --> 00:11:20.273
got to now do manually or

00:11:20.293 --> 00:11:21.333
as manually as you can

00:11:21.374 --> 00:11:22.095
schedule those things.

00:11:22.456 --> 00:11:23.976
So that's my short form,

00:11:24.337 --> 00:11:25.960
my long term short form

00:11:26.000 --> 00:11:29.023
strategy in the next three to six weeks.

00:11:29.102 --> 00:11:30.585
I'd like to have that done and started.

00:11:31.604 --> 00:11:32.504
So I wonder,

00:11:32.524 --> 00:11:34.125
I'm thinking about how we can

00:11:34.166 --> 00:11:35.206
take that idea,

00:11:35.466 --> 00:11:36.807
bring it into somebody who

00:11:36.847 --> 00:11:38.288
wants to attract new patients.

00:11:39.068 --> 00:11:41.331
And I remember years ago, I mean,

00:11:41.370 --> 00:11:43.091
this has been common knowledge.

00:11:43.873 --> 00:11:46.455
When you first get on YouTube, you think,

00:11:46.695 --> 00:11:48.056
oh, what video am I going to make?

00:11:48.096 --> 00:11:48.956
And then you realize the

00:11:48.976 --> 00:11:50.697
people who are successful on YouTube,

00:11:51.158 --> 00:11:54.080
they have the video topic already.

00:11:54.360 --> 00:11:55.421
They have the thumbnail.

00:11:55.441 --> 00:11:56.442
They don't even record the

00:11:56.481 --> 00:11:57.783
video until they think

00:11:57.802 --> 00:12:00.105
about the thumbnail and the title first.

00:12:00.804 --> 00:12:02.184
Then they record the video.

00:12:03.186 --> 00:12:04.946
You basically did the same thing.

00:12:04.966 --> 00:12:05.687
You're like, okay,

00:12:05.746 --> 00:12:06.807
these are the things that

00:12:06.866 --> 00:12:07.787
need to be shared.

00:12:09.268 --> 00:12:11.227
I find myself when I'm

00:12:11.248 --> 00:12:12.369
looking at patient care,

00:12:12.749 --> 00:12:14.809
I understand there's value

00:12:14.909 --> 00:12:15.990
in patient care when I'm

00:12:16.029 --> 00:12:17.070
treating a patient right

00:12:17.110 --> 00:12:18.370
there in that moment.

00:12:19.030 --> 00:12:20.312
But I also want to curate

00:12:20.572 --> 00:12:21.293
that patient care

00:12:21.332 --> 00:12:24.475
experience to extract the maximum value,

00:12:24.515 --> 00:12:25.636
both for me and my patient.

00:12:25.956 --> 00:12:27.258
My patient gets the benefit

00:12:27.378 --> 00:12:29.120
of working with me as a therapist.

00:12:29.840 --> 00:12:30.860
I shared a post,

00:12:30.921 --> 00:12:32.302
and I want to hear your perspective.

00:12:32.923 --> 00:12:34.504
When do you stop treating

00:12:34.583 --> 00:12:37.547
simple cases if you want to

00:12:37.606 --> 00:12:38.727
be a great therapist and

00:12:38.748 --> 00:12:39.729
you want to make more money

00:12:39.749 --> 00:12:41.250
and you want to do more

00:12:41.269 --> 00:12:42.211
challenging things?

00:12:43.292 --> 00:12:44.932
That's a separate topic, but...

00:12:45.953 --> 00:12:47.715
Now I find myself in the

00:12:47.735 --> 00:12:50.054
middle of patient care thinking, okay,

00:12:50.174 --> 00:12:52.375
I'm going to do this blaze pods clip.

00:12:52.975 --> 00:12:54.336
It's going to be good for the patient.

00:12:54.475 --> 00:12:55.836
It's going to be good for my media.

00:12:55.976 --> 00:12:57.317
This is something I'm going to share.

00:12:58.057 --> 00:12:59.236
I shared a little bit of ad

00:12:59.277 --> 00:13:01.477
copy last night where I said, hey,

00:13:01.937 --> 00:13:02.577
I'm getting a lot of

00:13:02.618 --> 00:13:04.298
patients who don't want to

00:13:04.339 --> 00:13:05.778
do the pain meds after a

00:13:05.818 --> 00:13:06.818
knee replacement or

00:13:06.958 --> 00:13:08.720
minimize pain meds after a

00:13:08.740 --> 00:13:09.440
knee replacement.

00:13:09.460 --> 00:13:09.980
Okay.

00:13:10.220 --> 00:13:11.500
I try to tell everybody, look,

00:13:11.581 --> 00:13:12.883
you don't need to take pain

00:13:12.923 --> 00:13:14.644
meds an hour before therapy

00:13:14.703 --> 00:13:16.125
like everybody tells you to

00:13:16.145 --> 00:13:17.986
because I'm not going to force the knee.

00:13:18.067 --> 00:13:19.229
I'm not going to make this a

00:13:19.269 --> 00:13:20.350
painful experience.

00:13:21.090 --> 00:13:22.292
Now I've got NuFit,

00:13:22.591 --> 00:13:23.993
the newbies in the clinic.

00:13:24.453 --> 00:13:26.254
I've got an alternative way

00:13:26.294 --> 00:13:27.556
to modulate pain.

00:13:28.136 --> 00:13:29.999
that doesn't require pharmaceuticals.

00:13:30.438 --> 00:13:32.240
So I'm like, why am I not leveraging this?

00:13:32.301 --> 00:13:33.682
Why am I not talking to the

00:13:33.721 --> 00:13:34.743
person who says,

00:13:35.183 --> 00:13:37.206
every time I take pain meds, I get sick,

00:13:37.326 --> 00:13:39.467
I get nauseous, I get constipated,

00:13:39.827 --> 00:13:40.948
I don't think clearly,

00:13:41.090 --> 00:13:42.711
I don't want to take pain meds.

00:13:43.471 --> 00:13:44.133
Now I should be

00:13:44.153 --> 00:13:45.813
communicating that message.

00:13:46.394 --> 00:13:49.418
So the social media content

00:13:50.514 --> 00:13:52.297
is kind of curating some of

00:13:52.336 --> 00:13:53.297
the things that I'm doing

00:13:53.538 --> 00:13:55.438
in the clinic with actual patients.

00:13:56.100 --> 00:13:57.921
I do think it benefits everybody.

00:13:58.162 --> 00:13:59.822
I'm not sacrificing patient

00:13:59.863 --> 00:14:01.283
care to get the content.

00:14:01.624 --> 00:14:02.946
The two work together.

00:14:03.605 --> 00:14:05.528
And this is probably part of

00:14:05.567 --> 00:14:07.109
the reason why that content

00:14:07.149 --> 00:14:09.431
is doing so well on social media,

00:14:09.451 --> 00:14:12.273
because real people, real experiences,

00:14:12.394 --> 00:14:14.254
real problems that they're dealing with,

00:14:14.796 --> 00:14:15.796
that even if they're never

00:14:15.816 --> 00:14:16.817
going to be my patient,

00:14:16.876 --> 00:14:18.538
they want to see what people are doing.

00:14:19.201 --> 00:14:20.261
So just the only thing I

00:14:20.283 --> 00:14:21.063
would change out of that

00:14:21.104 --> 00:14:22.846
little explanation is you

00:14:22.865 --> 00:14:23.567
said it would be really

00:14:23.606 --> 00:14:24.268
good in the moment.

00:14:24.288 --> 00:14:24.928
You're saying I'm going to

00:14:24.948 --> 00:14:25.789
I'm going to do this explanation.

00:14:25.809 --> 00:14:26.429
It's going to be really good

00:14:26.451 --> 00:14:27.010
for the patient.

00:14:27.572 --> 00:14:28.332
It's going to be really good

00:14:28.373 --> 00:14:29.894
for my social media.

00:14:29.914 --> 00:14:32.018
Just change that phrase social media.

00:14:32.038 --> 00:14:33.960
It's good for any potential

00:14:34.000 --> 00:14:35.042
patient who's not in the room.

00:14:35.663 --> 00:14:36.864
Yeah, that's it.

00:14:36.923 --> 00:14:37.945
That's why it works.

00:14:37.965 --> 00:14:39.086
That's why that one knee

00:14:39.125 --> 00:14:41.248
post you shared has a million views.

00:14:41.288 --> 00:14:42.389
It was people are curious

00:14:42.448 --> 00:14:45.292
enough because as narrow as

00:14:45.351 --> 00:14:46.592
total knee replacements are,

00:14:47.092 --> 00:14:48.554
you either are someone or

00:14:48.595 --> 00:14:51.116
know someone who is about

00:14:51.157 --> 00:14:52.698
to is going through or just

00:14:52.759 --> 00:14:54.159
went through those things.

00:14:54.200 --> 00:14:55.821
It's the six degrees of Kevin Bacon.

00:14:55.841 --> 00:14:56.302
Yeah.

00:14:56.642 --> 00:14:58.702
And it's curious, like, well, what is this,

00:14:58.863 --> 00:14:59.062
right?

00:14:59.102 --> 00:15:00.224
I mean, I get sucked into, like,

00:15:00.264 --> 00:15:03.245
these random corners of social media,

00:15:03.284 --> 00:15:04.426
these videos that I don't

00:15:04.466 --> 00:15:05.385
have any interest in,

00:15:05.765 --> 00:15:06.846
and yet it's interesting

00:15:06.866 --> 00:15:07.447
because it's weird.

00:15:07.486 --> 00:15:09.408
It's something I don't do or know,

00:15:09.868 --> 00:15:10.889
and therefore you've got me.

00:15:12.509 --> 00:15:15.429
So you had just said something, shoot.

00:15:15.549 --> 00:15:16.691
And I was like, oh, yeah.

00:15:17.171 --> 00:15:19.812
So going back to Think Media

00:15:20.013 --> 00:15:22.394
and a lot of the OG YouTube

00:15:22.413 --> 00:15:25.595
channels that just grew, they said,

00:15:26.014 --> 00:15:28.155
stop thinking about the algorithm.

00:15:28.216 --> 00:15:29.476
Stop thinking about how to

00:15:29.517 --> 00:15:30.716
game the system and think

00:15:30.736 --> 00:15:31.378
of the audience.

00:15:31.418 --> 00:15:32.258
Think of the person,

00:15:32.298 --> 00:15:33.759
the person who wants to watch the video.

00:15:34.339 --> 00:15:36.880
What does that person want to see?

00:15:36.900 --> 00:15:38.042
What is going to keep that

00:15:38.081 --> 00:15:39.342
person's attention?

00:15:40.302 --> 00:15:41.563
And even for myself, you know,

00:15:41.583 --> 00:15:43.465
when I reverse engineer my

00:15:43.985 --> 00:15:45.386
consumption of media,

00:15:46.147 --> 00:15:49.089
the second there's a half a second pause,

00:15:49.610 --> 00:15:50.009
it's gone.

00:15:50.169 --> 00:15:52.211
Like I'm not I'm not waiting

00:15:52.250 --> 00:15:54.253
for that person to take their breath.

00:15:54.673 --> 00:15:56.193
to think about what they're going to say,

00:15:56.514 --> 00:15:58.134
to then start with some

00:15:58.355 --> 00:15:59.914
long-winded explanation.

00:16:00.195 --> 00:16:02.456
I want the content right this second.

00:16:02.897 --> 00:16:04.116
And that's changed for me

00:16:04.177 --> 00:16:05.298
over the last ten years.

00:16:05.418 --> 00:16:06.717
My media consumption,

00:16:08.058 --> 00:16:09.418
it has to be a little quicker.

00:16:09.458 --> 00:16:10.700
It has to be more succinct.

00:16:10.779 --> 00:16:11.919
It has to be immediate

00:16:11.980 --> 00:16:14.041
gratification or I'm off to

00:16:14.081 --> 00:16:15.221
the next video because

00:16:15.241 --> 00:16:17.442
there are just so many videos out there.

00:16:18.263 --> 00:16:20.504
I know you're a fan of The Corner Office,

00:16:20.943 --> 00:16:21.183
right?

00:16:21.264 --> 00:16:21.884
You watch that.

00:16:22.836 --> 00:16:23.436
We were just,

00:16:23.817 --> 00:16:25.197
I was watching it this morning.

00:16:25.758 --> 00:16:26.918
He was talking about

00:16:27.139 --> 00:16:29.000
engaging the audience in

00:16:29.220 --> 00:16:30.360
the behind the scenes.

00:16:30.400 --> 00:16:31.221
And you and I have talked

00:16:31.260 --> 00:16:32.121
about this a ton.

00:16:32.942 --> 00:16:35.163
If I was starting a mobile practice today,

00:16:35.423 --> 00:16:37.144
we told Dave the other week,

00:16:37.705 --> 00:16:39.706
go do a day in the life of video.

00:16:40.427 --> 00:16:40.947
But like,

00:16:41.148 --> 00:16:43.129
let's talk about how we can

00:16:43.528 --> 00:16:45.330
potentially bring new

00:16:45.350 --> 00:16:47.130
clients into our ecosystem

00:16:47.150 --> 00:16:49.013
by showing them what we're doing

00:16:49.753 --> 00:16:51.174
Even if we don't have any clients,

00:16:51.375 --> 00:16:52.876
like even if I don't have

00:16:52.956 --> 00:16:54.318
my first patient yet,

00:16:54.999 --> 00:16:56.341
I'm thinking about a problem.

00:16:56.561 --> 00:16:57.822
That's a common question.

00:16:57.883 --> 00:17:00.004
I'm answering that question in real time.

00:17:00.085 --> 00:17:01.967
I'm sharing that information

00:17:02.008 --> 00:17:02.808
with the audience.

00:17:03.349 --> 00:17:04.851
What are some ideas that

00:17:04.911 --> 00:17:06.071
somebody could be doing

00:17:06.173 --> 00:17:07.994
right now if they want to

00:17:08.035 --> 00:17:09.435
move into the space of...

00:17:10.017 --> 00:17:12.078
Direct access, primary care,

00:17:12.118 --> 00:17:13.359
musculoskeletal.

00:17:14.161 --> 00:17:15.082
I'll share some things that

00:17:15.102 --> 00:17:16.643
have been popping up on my side,

00:17:16.683 --> 00:17:18.726
but any thoughts about like,

00:17:18.865 --> 00:17:20.626
how does somebody start from zero?

00:17:20.887 --> 00:17:22.068
What can they start sharing?

00:17:23.807 --> 00:17:24.926
You start and then I'll chime in.

00:17:24.946 --> 00:17:26.587
I've got a few ideas.

00:17:26.627 --> 00:17:28.928
So I always used to get these questions,

00:17:28.988 --> 00:17:29.208
right?

00:17:29.587 --> 00:17:31.388
Well, if I want to lose weight,

00:17:31.769 --> 00:17:32.489
what do I do?

00:17:32.588 --> 00:17:33.929
Lift weights or do cardio?

00:17:34.450 --> 00:17:36.390
If I have an acute injury, what do I do?

00:17:36.490 --> 00:17:37.150
Heat or ice?

00:17:37.250 --> 00:17:37.430
I mean,

00:17:37.450 --> 00:17:38.611
I just got this question three

00:17:38.651 --> 00:17:39.891
times yesterday in the clinic.

00:17:40.371 --> 00:17:41.070
My shoulder hurts.

00:17:41.111 --> 00:17:41.770
My back hurts.

00:17:41.810 --> 00:17:42.371
My knee hurts.

00:17:42.391 --> 00:17:44.271
Should I put heat on it or ice on it?

00:17:45.031 --> 00:17:45.873
It doesn't matter.

00:17:46.053 --> 00:17:47.453
Like pick something.

00:17:48.174 --> 00:17:49.336
You can be me,

00:17:49.737 --> 00:17:51.077
which is I'm going to say it

00:17:51.117 --> 00:17:51.678
doesn't matter.

00:17:51.718 --> 00:17:52.900
It's all about sensation.

00:17:53.000 --> 00:17:54.141
Use whatever feels good.

00:17:55.241 --> 00:17:56.682
You can pick a side.

00:17:56.923 --> 00:17:57.983
Oh, it's an acute injury.

00:17:58.023 --> 00:17:59.286
You have to put ice because

00:17:59.425 --> 00:18:00.707
ice supposedly reduces

00:18:00.767 --> 00:18:02.588
inflammation or you go the opposite.

00:18:02.628 --> 00:18:04.029
You go counterculture and you say,

00:18:04.431 --> 00:18:05.991
don't you dare put ice on

00:18:06.031 --> 00:18:07.313
an acute injury because we

00:18:07.373 --> 00:18:08.453
want the inflammatory

00:18:08.493 --> 00:18:09.715
process to happen like that.

00:18:10.296 --> 00:18:11.336
You pick something,

00:18:11.375 --> 00:18:12.636
but you find those

00:18:12.676 --> 00:18:14.356
questions that you know the

00:18:14.396 --> 00:18:15.717
consumers are asking and

00:18:15.737 --> 00:18:16.698
they're searching for.

00:18:17.438 --> 00:18:19.438
And then you can also go down the road.

00:18:19.699 --> 00:18:20.999
And I shared this yesterday.

00:18:21.419 --> 00:18:22.878
We have three patients on

00:18:22.939 --> 00:18:24.000
caseload right now.

00:18:24.680 --> 00:18:25.700
They were sent to the

00:18:25.740 --> 00:18:27.221
hospital outpatient clinic.

00:18:27.800 --> 00:18:29.661
They couldn't get in for six weeks.

00:18:30.601 --> 00:18:34.182
They either knew us or didn't know us,

00:18:34.221 --> 00:18:35.823
but we're looking for an alternative.

00:18:36.462 --> 00:18:38.464
And from the minute they called,

00:18:38.825 --> 00:18:40.807
they were in my clinic the same day.

00:18:41.508 --> 00:18:42.769
The hospital six weeks.

00:18:42.969 --> 00:18:44.971
You can see me this afternoon, you know,

00:18:45.270 --> 00:18:47.432
and the part that surprised me was.

00:18:48.310 --> 00:18:49.270
which we should talk about.

00:18:50.271 --> 00:18:51.992
When we get a new patient,

00:18:52.053 --> 00:18:53.653
we're very patient focused.

00:18:53.673 --> 00:18:55.253
We're like, so what works best for you?

00:18:55.294 --> 00:18:56.314
What would you like to do?

00:18:56.374 --> 00:18:57.375
You can do twice a week,

00:18:57.394 --> 00:18:58.295
three times a week.

00:18:58.335 --> 00:18:59.576
This is what I would recommend.

00:19:00.296 --> 00:19:01.896
The hospital doesn't do any of that.

00:19:02.076 --> 00:19:04.097
I just realized the hospital books,

00:19:04.157 --> 00:19:05.077
twelve sessions,

00:19:05.458 --> 00:19:06.898
doesn't even ask if those

00:19:06.959 --> 00:19:09.259
days and times are good for the patient.

00:19:09.759 --> 00:19:11.181
The patient comes to me and

00:19:11.221 --> 00:19:13.021
shows me these are the

00:19:13.041 --> 00:19:14.321
appointments they gave me

00:19:14.442 --> 00:19:15.343
six weeks from now.

00:19:15.363 --> 00:19:17.123
I don't want to do any of these.

00:19:18.723 --> 00:19:20.365
So you could address that.

00:19:20.724 --> 00:19:22.625
You know, hey, if you're in pain,

00:19:22.645 --> 00:19:23.625
you're suffering and you

00:19:23.645 --> 00:19:24.967
don't want to wait six weeks,

00:19:25.507 --> 00:19:26.567
we can get you in today.

00:19:26.606 --> 00:19:28.647
If you're dealing with acute sciatica,

00:19:28.708 --> 00:19:30.088
this is what I would do right now.

00:19:30.737 --> 00:19:31.238
Yeah,

00:19:31.498 --> 00:19:33.138
it was funny because we had just shared,

00:19:33.859 --> 00:19:34.861
you had just shared, I think,

00:19:34.881 --> 00:19:36.962
a video of some commercials

00:19:37.002 --> 00:19:37.423
where it was like

00:19:37.462 --> 00:19:39.224
McDonald's versus Burger King.

00:19:39.805 --> 00:19:40.445
And back in the day,

00:19:40.465 --> 00:19:42.487
and every once in a while, people will go,

00:19:42.567 --> 00:19:43.708
brands will go head to head.

00:19:43.728 --> 00:19:45.250
This happens a lot in sports marketing,

00:19:45.269 --> 00:19:47.191
like throwing shade, right?

00:19:47.231 --> 00:19:49.012
And trying to roast the other brand.

00:19:49.574 --> 00:19:52.155
But could you, as an outpatient therapist,

00:19:52.415 --> 00:19:53.497
essentially highlight the

00:19:53.537 --> 00:19:55.578
problem of long wait times?

00:19:55.638 --> 00:19:55.739
Yeah.

00:19:55.759 --> 00:19:57.359
um I think you could you

00:19:57.380 --> 00:19:58.200
could do it in a playful

00:19:58.240 --> 00:20:00.340
way which is throwing fun

00:20:00.361 --> 00:20:01.701
like that's super narrow

00:20:01.740 --> 00:20:02.842
though I'm just worried

00:20:02.862 --> 00:20:04.201
that like you have to meet

00:20:04.221 --> 00:20:05.163
that person at the right

00:20:05.182 --> 00:20:06.762
time and here's what I mean

00:20:07.844 --> 00:20:08.584
because you aren't the only

00:20:08.604 --> 00:20:09.624
person talking about this I

00:20:09.644 --> 00:20:10.605
feel like maybe you started

00:20:10.644 --> 00:20:11.224
it and a bunch of people

00:20:11.265 --> 00:20:13.645
chimed in which is I go to

00:20:13.685 --> 00:20:14.846
the hospital for something

00:20:15.146 --> 00:20:16.507
and next thing you know I'm

00:20:16.586 --> 00:20:17.627
just scheduled for twelve

00:20:17.667 --> 00:20:18.528
visits at the outpatient

00:20:18.548 --> 00:20:20.709
clinic because this is what my insurance

00:20:21.982 --> 00:20:22.723
said I have to do,

00:20:22.763 --> 00:20:24.025
or my doctor said I have,

00:20:24.525 --> 00:20:25.986
I do not know that there are any options.

00:20:26.227 --> 00:20:27.126
So I just go.

00:20:27.587 --> 00:20:28.568
And that's really smart.

00:20:28.729 --> 00:20:30.390
If you're work for the hospital, like,

00:20:30.509 --> 00:20:32.511
I mean, you can be mad at them, but like,

00:20:32.592 --> 00:20:33.071
that's smart.

00:20:33.112 --> 00:20:34.053
They have a patient right

00:20:34.073 --> 00:20:34.673
there in front of them.

00:20:34.953 --> 00:20:36.615
They have an outpatient clinic and they go,

00:20:36.654 --> 00:20:37.415
I got you scheduled.

00:20:37.435 --> 00:20:38.396
And they're like, Oh, okay.

00:20:38.457 --> 00:20:39.136
I'll just go along.

00:20:39.156 --> 00:20:40.157
Right.

00:20:40.178 --> 00:20:41.858
That's going to work a lot.

00:20:42.240 --> 00:20:44.741
So how do you wedge yourself in there?

00:20:46.383 --> 00:20:46.723
Oh,

00:20:47.203 --> 00:20:48.644
that's tough because you have to hit

00:20:48.684 --> 00:20:49.425
that person at the right

00:20:49.465 --> 00:20:50.306
time before they go to that

00:20:50.346 --> 00:20:50.906
first appointment.

00:20:52.058 --> 00:20:53.861
outpatient hospital site visit, right?

00:20:53.941 --> 00:20:55.102
I mean, that's a timing thing.

00:20:55.542 --> 00:20:57.164
Or that's your whole thing.

00:20:57.565 --> 00:20:59.247
Or that's an ongoing pillar

00:20:59.307 --> 00:21:00.689
of we can get you in

00:21:00.729 --> 00:21:01.849
whenever you need it.

00:21:02.030 --> 00:21:02.830
It needs to be a big enough

00:21:02.872 --> 00:21:05.013
problem that that's your Avis,

00:21:05.074 --> 00:21:05.954
we try harder.

00:21:07.926 --> 00:21:09.146
things so take a look at

00:21:09.188 --> 00:21:11.929
lucas's comment here but um

00:21:11.969 --> 00:21:12.809
somebody mentioned

00:21:12.829 --> 00:21:14.151
something kind of similar

00:21:14.191 --> 00:21:16.372
to that yesterday and

00:21:17.071 --> 00:21:17.932
basically somebody was

00:21:17.972 --> 00:21:19.193
saying why are patients so

00:21:19.233 --> 00:21:20.394
passive why do they just

00:21:20.433 --> 00:21:21.755
let that stuff happen and

00:21:21.815 --> 00:21:23.655
my perspective is because

00:21:23.695 --> 00:21:24.896
most of them don't really

00:21:24.936 --> 00:21:26.458
care most of them don't

00:21:26.478 --> 00:21:27.378
want to go to therapy

00:21:27.999 --> 00:21:29.140
Most of them are happy to

00:21:29.180 --> 00:21:30.520
wait six weeks because

00:21:30.721 --> 00:21:32.021
maybe they'll save some money.

00:21:32.082 --> 00:21:33.542
Maybe the problem is going to go away.

00:21:33.583 --> 00:21:34.943
Maybe something else will happen.

00:21:35.944 --> 00:21:38.207
I always joke with my wife and I'm like,

00:21:38.346 --> 00:21:38.926
you know what?

00:21:39.488 --> 00:21:39.887
Yes,

00:21:40.048 --> 00:21:41.909
I could stay and do all of the

00:21:41.929 --> 00:21:43.349
documentation for today.

00:21:43.410 --> 00:21:45.791
But you know what would break my heart?

00:21:46.432 --> 00:21:48.493
If I stayed an extra two hours,

00:21:48.513 --> 00:21:50.055
did all of my documentation,

00:21:50.375 --> 00:21:51.997
if I wasn't using an AI scribe.

00:21:52.737 --> 00:21:54.558
And I got in my car and got

00:21:54.679 --> 00:21:57.520
hit by a semi truck on the

00:21:57.560 --> 00:21:58.501
highway and died.

00:21:59.001 --> 00:22:01.243
If I died and all my notes were done,

00:22:01.624 --> 00:22:02.904
that would be devastating

00:22:02.944 --> 00:22:04.826
to me because on his

00:22:04.866 --> 00:22:07.148
tombstone died with seventy

00:22:07.189 --> 00:22:09.250
five outstanding notes unsigned.

00:22:09.309 --> 00:22:09.671
Keep going.

00:22:10.180 --> 00:22:12.001
I just I can't I can't bear

00:22:12.021 --> 00:22:13.223
to think that I could have

00:22:13.243 --> 00:22:14.786
been doing something with my kids,

00:22:14.826 --> 00:22:16.407
with my family, with whatever.

00:22:16.748 --> 00:22:17.048
Or, hey,

00:22:17.189 --> 00:22:18.230
if I wouldn't have stayed in the

00:22:18.250 --> 00:22:19.191
clinic to do my notes,

00:22:19.290 --> 00:22:20.192
I wouldn't have got hit by

00:22:20.231 --> 00:22:20.972
the semi truck.

00:22:21.012 --> 00:22:21.272
Right.

00:22:21.913 --> 00:22:22.434
Yeah.

00:22:22.454 --> 00:22:23.355
So point being.

00:22:24.234 --> 00:22:27.376
I think most outpatient referrals, most,

00:22:28.038 --> 00:22:29.159
just don't really want to go.

00:22:29.239 --> 00:22:30.239
They don't have the urgency.

00:22:30.259 --> 00:22:31.059
They don't have the need.

00:22:31.099 --> 00:22:32.500
It's kind of a nuisance problem.

00:22:32.560 --> 00:22:33.501
It's on the back burner.

00:22:33.922 --> 00:22:34.061
Now,

00:22:34.122 --> 00:22:35.762
the three that I have in the clinic

00:22:35.803 --> 00:22:37.084
right now that were sent to

00:22:37.104 --> 00:22:38.505
the hospital and then came to me,

00:22:38.986 --> 00:22:40.626
these are genuine problems.

00:22:40.807 --> 00:22:43.009
These are individuals that had acute...

00:22:43.749 --> 00:22:44.390
urgency.

00:22:44.549 --> 00:22:45.811
They had real problems.

00:22:45.852 --> 00:22:47.894
They could not wait, would not wait.

00:22:47.994 --> 00:22:49.616
And they needed to see somebody right now.

00:22:50.277 --> 00:22:52.279
Ironically, these are the best patients.

00:22:52.339 --> 00:22:53.260
These are the patients that

00:22:53.320 --> 00:22:54.702
don't cancel or no show.

00:22:55.022 --> 00:22:56.265
These are the patients that

00:22:56.285 --> 00:22:57.385
are more than happy to pay

00:22:57.425 --> 00:22:58.548
toward their deductible or

00:22:58.567 --> 00:23:00.150
the co-insurance or copay.

00:23:00.549 --> 00:23:01.609
These are the patients that

00:23:01.670 --> 00:23:03.471
I can have a genuine impact

00:23:03.671 --> 00:23:06.071
right now on the acute

00:23:06.192 --> 00:23:07.571
symptoms they're dealing with,

00:23:07.731 --> 00:23:10.032
as opposed to so many of

00:23:10.073 --> 00:23:11.073
the other people that

00:23:11.452 --> 00:23:12.692
they'll come if it's covered,

00:23:12.752 --> 00:23:13.814
they'll come if it's not

00:23:13.894 --> 00:23:15.294
interfering with the hair appointment.

00:23:15.894 --> 00:23:17.934
So we market the high urgency.

00:23:18.755 --> 00:23:19.795
And to your point,

00:23:20.276 --> 00:23:21.655
is there a big enough audience?

00:23:22.296 --> 00:23:23.656
Maybe not for somebody who's

00:23:23.676 --> 00:23:25.577
got twenty clinicians to keep busy.

00:23:25.597 --> 00:23:26.278
Right.

00:23:26.357 --> 00:23:27.679
But for a small provider,

00:23:27.919 --> 00:23:29.219
how many clinician or how

00:23:29.239 --> 00:23:30.400
many patient visits can I

00:23:30.460 --> 00:23:31.420
even do in a day?

00:23:31.920 --> 00:23:32.800
You know, like, yeah,

00:23:32.820 --> 00:23:34.060
there's plenty of audience.

00:23:34.101 --> 00:23:35.162
Social media will get my

00:23:35.221 --> 00:23:36.142
content in front of the

00:23:36.182 --> 00:23:38.103
right people at the right time.

00:23:38.643 --> 00:23:40.263
I just need to put the content out there.

00:23:41.084 --> 00:23:43.006
So Lucas, let's read Lucas's post,

00:23:43.486 --> 00:23:44.487
his comment as he's live.

00:23:44.507 --> 00:23:44.968
Thanks, Lucas.

00:23:45.048 --> 00:23:45.748
Lucas is coming up on the

00:23:45.788 --> 00:23:46.888
podcast pretty soon, too.

00:23:46.949 --> 00:23:47.589
Looking forward to that.

00:23:48.151 --> 00:23:49.271
Lucas says perhaps two in

00:23:49.291 --> 00:23:50.132
the weeds for the topic.

00:23:50.291 --> 00:23:51.032
First of all, Lucas, never,

00:23:52.094 --> 00:23:53.675
never to never too much in the weeds.

00:23:53.715 --> 00:23:54.797
That's where the fun stuff happens.

00:23:55.517 --> 00:23:55.877
But he says,

00:23:55.958 --> 00:23:56.738
I interpret our current

00:23:56.758 --> 00:23:58.779
culture as being relatively

00:23:58.839 --> 00:24:00.040
skeptical of medicines and

00:24:00.101 --> 00:24:01.383
more interested in alternative options.

00:24:02.042 --> 00:24:03.164
It'd be very difficult to

00:24:03.204 --> 00:24:04.066
disagree with that.

00:24:04.086 --> 00:24:04.886
People are always looking

00:24:04.926 --> 00:24:06.008
for the thing that can do it faster,

00:24:06.028 --> 00:24:06.909
cheaper.

00:24:06.969 --> 00:24:09.692
The weirder it looks, the more it hurts,

00:24:10.093 --> 00:24:11.434
the more expensive it is,

00:24:11.535 --> 00:24:12.135
it must be better.

00:24:12.415 --> 00:24:14.278
That's sort of coming true.

00:24:14.719 --> 00:24:15.759
Making the community prime

00:24:15.779 --> 00:24:16.560
to look for new ideas.

00:24:16.621 --> 00:24:17.301
What are your thoughts on

00:24:17.362 --> 00:24:18.884
current attitudes guiding some of our

00:24:20.205 --> 00:24:21.446
guiding some of our outreach ideas,

00:24:21.527 --> 00:24:23.108
where does EBP fit into it?

00:24:23.489 --> 00:24:24.951
This is also like a roller coaster.

00:24:24.971 --> 00:24:26.873
When I first graduated,

00:24:27.012 --> 00:24:28.214
anything that wasn't like a

00:24:28.315 --> 00:24:30.537
hundred percent proven and locked in,

00:24:31.157 --> 00:24:33.019
I would take a dump on and I'd be like,

00:24:33.079 --> 00:24:33.840
that's dumb.

00:24:34.701 --> 00:24:35.602
I would look at people and be like,

00:24:35.622 --> 00:24:36.423
you're stupid.

00:24:36.522 --> 00:24:37.482
Maybe I wouldn't say you're stupid,

00:24:37.502 --> 00:24:38.163
but that would definitely

00:24:38.182 --> 00:24:38.983
be the thought in my head.

00:24:39.564 --> 00:24:41.003
And now I have like,

00:24:41.023 --> 00:24:41.865
I don't know if I've

00:24:41.904 --> 00:24:44.346
completely flopped or flipped, which is,

00:24:44.605 --> 00:24:45.766
does it make you feel better?

00:24:45.925 --> 00:24:47.007
And if people are like, yes, I'm like,

00:24:47.267 --> 00:24:47.826
is it hurt?

00:24:47.906 --> 00:24:49.028
Is it the potential to hurt you?

00:24:49.127 --> 00:24:49.627
Like, no.

00:24:49.988 --> 00:24:51.208
All right, well, let's add that.

00:24:51.909 --> 00:24:52.169
Yes.

00:24:52.548 --> 00:24:54.990
And what else are we doing to that?

00:24:55.049 --> 00:24:57.010
So to Lucas's point, I think I'm right.

00:24:57.471 --> 00:24:58.651
I think I'm interpreting this right,

00:24:58.691 --> 00:25:00.092
which is like, if someone says,

00:25:01.573 --> 00:25:02.434
I've got shoulder pain,

00:25:02.474 --> 00:25:03.656
I'm trying this cupping thing,

00:25:03.737 --> 00:25:04.597
and maybe cupping doesn't

00:25:04.617 --> 00:25:06.882
have the evidence-based practice,

00:25:07.343 --> 00:25:08.545
the robust literature

00:25:08.585 --> 00:25:10.828
behind it to say that it's

00:25:10.868 --> 00:25:12.471
going to get the outcome it should,

00:25:12.612 --> 00:25:12.932
I'd say...

00:25:14.019 --> 00:25:15.640
Old Jimmy would say, that's garbage.

00:25:16.299 --> 00:25:17.921
That's actually – Michael

00:25:17.941 --> 00:25:19.221
Phelps was doing it on the Olympics.

00:25:19.241 --> 00:25:20.262
That's why it's so popular.

00:25:20.323 --> 00:25:21.403
But other than that, it's just garbage.

00:25:21.844 --> 00:25:23.064
I would say, how does it feel?

00:25:23.144 --> 00:25:23.704
Do you like it?

00:25:24.065 --> 00:25:25.205
How are you experiencing it now?

00:25:25.546 --> 00:25:25.846
Awesome.

00:25:26.046 --> 00:25:26.906
What else are we doing?

00:25:26.926 --> 00:25:28.468
Are we also strengthening that shoulder?

00:25:28.488 --> 00:25:29.768
Are we also getting more

00:25:29.847 --> 00:25:30.608
range in that shoulder?

00:25:30.929 --> 00:25:32.230
So I think people are very

00:25:32.289 --> 00:25:34.990
much primed for looking for –

00:25:34.530 --> 00:25:34.971
the yes.

00:25:35.132 --> 00:25:35.991
And the tech, I mean,

00:25:36.031 --> 00:25:37.012
technology's everywhere.

00:25:37.613 --> 00:25:39.394
How are we adding the end to your,

00:25:39.434 --> 00:25:40.214
to your point, you know,

00:25:40.234 --> 00:25:41.276
bringing in shockwave,

00:25:41.316 --> 00:25:41.977
bringing in a bunch of

00:25:42.057 --> 00:25:44.258
technology is satisfying

00:25:44.278 --> 00:25:45.298
that itch of saying,

00:25:45.558 --> 00:25:48.300
but I want to feel like

00:25:48.701 --> 00:25:49.863
this is something different

00:25:49.883 --> 00:25:50.843
than just someone rubbing

00:25:50.883 --> 00:25:52.644
butts or ranging a shoulder.

00:25:53.085 --> 00:25:54.786
And we know,

00:25:54.945 --> 00:25:56.406
we know from psychological

00:25:56.448 --> 00:25:57.387
literature that we make

00:25:57.567 --> 00:25:59.750
decisions emotionally and

00:26:00.034 --> 00:26:02.056
And then back them up with logic.

00:26:02.175 --> 00:26:04.357
I really like your shirt, Susie.

00:26:04.778 --> 00:26:05.518
I got it on sale.

00:26:06.239 --> 00:26:07.039
Like I just said an

00:26:07.079 --> 00:26:08.540
emotional thing that I liked your shirt.

00:26:08.621 --> 00:26:10.221
And it's weird because females do this.

00:26:10.342 --> 00:26:11.462
Then they automatically go

00:26:11.502 --> 00:26:12.344
back to a logic.

00:26:12.384 --> 00:26:12.663
Like, well,

00:26:12.703 --> 00:26:13.684
I bought it because it was cheap.

00:26:14.184 --> 00:26:16.426
I made a good financial decision, right?

00:26:16.547 --> 00:26:18.308
Like it's funny how we do that.

00:26:19.369 --> 00:26:21.310
So why aren't we playing into that?

00:26:21.431 --> 00:26:23.011
Why aren't we saying I noticed this?

00:26:23.373 --> 00:26:24.733
How do I yes and this?

00:26:25.333 --> 00:26:27.473
And I think the issue is, yeah,

00:26:27.554 --> 00:26:29.233
we as a culture are

00:26:29.294 --> 00:26:31.815
generally more distrustful

00:26:31.835 --> 00:26:33.536
than we probably ever have been,

00:26:33.655 --> 00:26:34.695
likely because we have

00:26:34.776 --> 00:26:36.136
access to more information,

00:26:36.196 --> 00:26:38.478
both good and bad, positive and negative.

00:26:39.038 --> 00:26:39.337
I mean,

00:26:39.778 --> 00:26:41.598
I always say like Instagram is a

00:26:41.699 --> 00:26:43.839
cesspool of interventions.

00:26:44.339 --> 00:26:45.299
The stuff that I see

00:26:45.339 --> 00:26:46.881
floating across Instagram

00:26:47.020 --> 00:26:48.701
is just disheartening,

00:26:50.041 --> 00:26:52.323
borderline disgusting with

00:26:52.442 --> 00:26:53.603
what are you watching?

00:26:54.440 --> 00:26:55.500
Promoting and pushing.

00:26:55.880 --> 00:26:56.660
Well, that's a problem.

00:26:56.700 --> 00:26:58.601
The more crazy stuff you watch,

00:26:58.621 --> 00:27:00.040
the more crazy stuff you get.

00:27:00.441 --> 00:27:00.601
Right.

00:27:01.560 --> 00:27:02.541
We should do an episode

00:27:02.561 --> 00:27:03.981
where we all open our

00:27:04.061 --> 00:27:05.102
Instagram and then we open

00:27:05.142 --> 00:27:06.122
our For You pages.

00:27:06.642 --> 00:27:07.942
Just open them and then show

00:27:07.962 --> 00:27:08.583
them to the camera.

00:27:08.643 --> 00:27:09.742
What's on your For You page?

00:27:09.782 --> 00:27:10.163
But keep going.

00:27:10.182 --> 00:27:10.462
Well,

00:27:10.542 --> 00:27:12.124
now that my kids are old enough to

00:27:12.144 --> 00:27:14.584
get on the computer, I have to curate my,

00:27:14.743 --> 00:27:14.983
you know,

00:27:15.064 --> 00:27:16.263
I need to watch a bunch more

00:27:16.324 --> 00:27:18.125
nature stuff to make sure

00:27:18.164 --> 00:27:19.164
my kids aren't seeing...

00:27:19.766 --> 00:27:20.770
They're over here watching

00:27:20.830 --> 00:27:22.238
landscape and duck videos

00:27:22.258 --> 00:27:23.442
just to get that to scrub

00:27:23.462 --> 00:27:24.426
your for your page.

00:27:24.980 --> 00:27:26.902
On my Facebook across the top,

00:27:26.942 --> 00:27:29.762
there are the whatever stories and stuff.

00:27:29.803 --> 00:27:32.124
I'm like, I never watched this.

00:27:32.503 --> 00:27:34.585
And this is what Facebook is

00:27:34.664 --> 00:27:35.586
pushing my way.

00:27:35.645 --> 00:27:36.945
Clearly Facebook knows more

00:27:36.986 --> 00:27:38.446
about me than I know about me.

00:27:39.527 --> 00:27:39.987
But anyway,

00:27:40.007 --> 00:27:41.907
going back to evidence-based practice,

00:27:41.968 --> 00:27:42.627
it's like, well,

00:27:42.949 --> 00:27:44.689
what evidence are we looking for?

00:27:45.230 --> 00:27:46.589
To your point,

00:27:46.930 --> 00:27:48.570
there's evidence in marketing,

00:27:48.671 --> 00:27:49.530
there's evidence in

00:27:49.590 --> 00:27:51.251
psychology and how we

00:27:51.471 --> 00:27:52.692
consume our behavior.

00:27:53.560 --> 00:27:55.981
The evidence in, quote, physical therapy,

00:27:56.382 --> 00:27:57.442
I think it's pretty weak.

00:27:57.482 --> 00:27:58.663
We can look at so many

00:27:58.723 --> 00:28:00.305
interventions that have been disproven.

00:28:00.345 --> 00:28:01.424
We can look at surgical

00:28:01.464 --> 00:28:02.266
interventions that have

00:28:02.286 --> 00:28:03.566
been no better than sham.

00:28:04.166 --> 00:28:07.387
We bring in some of the behavioral stuff.

00:28:09.324 --> 00:28:12.047
If I make a big enough, you know,

00:28:12.188 --> 00:28:14.911
theatrical event around an intervention,

00:28:15.090 --> 00:28:16.732
it's going to be more powerful.

00:28:16.772 --> 00:28:18.434
We look at placebo studies.

00:28:18.494 --> 00:28:19.695
We look at all of those things.

00:28:20.257 --> 00:28:23.641
So I think we want to say, oh, well,

00:28:23.840 --> 00:28:25.163
very clearly the evidence

00:28:25.202 --> 00:28:26.324
suggests you do this and

00:28:26.364 --> 00:28:28.046
this and this and you will be fixed.

00:28:28.586 --> 00:28:31.288
But there's more evidence about,

00:28:31.648 --> 00:28:32.929
do you like your therapist?

00:28:32.949 --> 00:28:34.609
Do you trust your therapist?

00:28:34.650 --> 00:28:36.250
How much did this intervention cost?

00:28:36.290 --> 00:28:36.830
Was it free?

00:28:36.871 --> 00:28:37.711
Because it's free,

00:28:38.112 --> 00:28:39.031
probably not going to be as

00:28:39.071 --> 00:28:40.653
effective as if I have to

00:28:40.692 --> 00:28:42.513
pay a thousand dollars for this.

00:28:43.213 --> 00:28:44.234
One of my favorite,

00:28:44.875 --> 00:28:46.276
I can't think of her name right now.

00:28:46.355 --> 00:28:47.415
She is a researcher.

00:28:47.455 --> 00:28:48.817
She's got a ton of research

00:28:48.957 --> 00:28:50.176
on tendinopathy.

00:28:51.038 --> 00:28:52.298
Maybe her last name was Cook.

00:28:52.439 --> 00:28:52.719
Anyway,

00:28:53.419 --> 00:28:54.461
She says, look,

00:28:54.480 --> 00:28:55.522
if I charge a thousand

00:28:55.542 --> 00:28:56.604
dollars for therapeutic

00:28:56.663 --> 00:28:57.806
exercise prescription,

00:28:57.987 --> 00:28:59.107
it is going to be more

00:28:59.147 --> 00:29:00.810
effective than if I give it

00:29:00.830 --> 00:29:01.612
away for free.

00:29:02.133 --> 00:29:02.453
You know,

00:29:02.513 --> 00:29:04.877
so what evidence are we choosing

00:29:04.938 --> 00:29:06.279
to support the decisions

00:29:06.299 --> 00:29:08.143
we're making in in the clinic?

00:29:08.648 --> 00:29:09.609
Because we can probably find

00:29:09.650 --> 00:29:10.430
evidence to support

00:29:10.470 --> 00:29:11.351
whatever we want to do.

00:29:11.810 --> 00:29:12.692
The funny part is this

00:29:12.771 --> 00:29:14.712
parallels several different

00:29:14.752 --> 00:29:15.634
conversations that we're

00:29:15.653 --> 00:29:17.414
having at once in a couple

00:29:17.434 --> 00:29:18.816
different Facebook groups that we're in,

00:29:18.855 --> 00:29:20.916
which is, one,

00:29:21.317 --> 00:29:23.398
should PTs only be doing evaluations?

00:29:23.638 --> 00:29:25.579
Well, I'm angry I'm not making more money,

00:29:26.060 --> 00:29:28.261
but I know the more I do these things,

00:29:28.442 --> 00:29:29.623
the less money I make.

00:29:30.143 --> 00:29:32.184
So what I'll do is keep doing those things,

00:29:32.565 --> 00:29:33.345
keep getting mad,

00:29:33.365 --> 00:29:34.165
and keep posting on

00:29:34.226 --> 00:29:35.886
Facebook about how angry I

00:29:36.007 --> 00:29:37.268
am at the insurance company.

00:29:37.548 --> 00:29:38.328
I got news for you.

00:29:38.608 --> 00:29:38.800
Thank you.

00:29:39.192 --> 00:29:39.571
They're not,

00:29:40.051 --> 00:29:41.032
the insurance company is not

00:29:41.053 --> 00:29:42.272
in your Facebook group and

00:29:42.292 --> 00:29:43.294
they don't care and they're

00:29:43.314 --> 00:29:44.114
not going to care.

00:29:44.634 --> 00:29:45.734
So it's funny how people

00:29:45.755 --> 00:29:46.615
will bitch about the same

00:29:46.655 --> 00:29:47.576
thing over and over again

00:29:48.375 --> 00:29:49.537
and not change anything to

00:29:49.557 --> 00:29:51.758
get there while treating

00:29:51.798 --> 00:29:53.038
patients that are bitching

00:29:53.058 --> 00:29:53.979
about the same problem and

00:29:53.999 --> 00:29:54.919
not getting anywhere while

00:29:54.939 --> 00:29:55.619
you're telling them this.

00:29:56.000 --> 00:29:57.500
So while I see those

00:29:57.540 --> 00:29:59.221
therapists bitching about

00:29:59.261 --> 00:29:59.981
patients who don't do

00:30:00.021 --> 00:30:00.922
anything to get anywhere

00:30:01.182 --> 00:30:01.863
while they're bitching

00:30:01.903 --> 00:30:02.823
about not getting paid but

00:30:02.843 --> 00:30:03.703
not doing anything different,

00:30:03.884 --> 00:30:04.963
this is a hamster wheel.

00:30:05.324 --> 00:30:07.065
And it's the people who do

00:30:07.105 --> 00:30:07.905
the different things

00:30:08.746 --> 00:30:10.166
that leave and we never hear

00:30:10.186 --> 00:30:11.367
from those people again we

00:30:11.387 --> 00:30:12.670
assume they drop off nope

00:30:13.309 --> 00:30:14.570
they found they listened

00:30:14.671 --> 00:30:15.932
took the advice found a

00:30:15.972 --> 00:30:16.972
different way are doing a

00:30:17.012 --> 00:30:17.874
different way and now they

00:30:17.894 --> 00:30:19.776
have wait for it nothing to

00:30:19.816 --> 00:30:20.997
bitch about that's why

00:30:21.017 --> 00:30:21.497
they're not in their

00:30:21.537 --> 00:30:22.397
bitching and they're not in

00:30:22.417 --> 00:30:23.719
those conversations because

00:30:23.739 --> 00:30:25.280
they understand what's the

00:30:25.300 --> 00:30:26.622
phrase from uh is it ben

00:30:26.662 --> 00:30:27.323
franklin I don't know it's

00:30:27.363 --> 00:30:28.163
one of those old guys where

00:30:28.182 --> 00:30:30.545
it's it's um hard it's

00:30:31.306 --> 00:30:32.787
It's harder to convince

00:30:33.146 --> 00:30:34.367
someone that they've been fooled.

00:30:34.407 --> 00:30:35.887
Like once, once you've been fooled,

00:30:35.928 --> 00:30:37.388
it's really hard to unconvinced.

00:30:37.509 --> 00:30:39.170
Someone's going to drop it in the quotes,

00:30:39.190 --> 00:30:41.790
ask chat GBT, but it's E it's easy to,

00:30:42.010 --> 00:30:43.071
it's easy to fool someone.

00:30:43.112 --> 00:30:44.573
It's super hard to convince

00:30:44.593 --> 00:30:45.192
them that they've been

00:30:45.232 --> 00:30:46.673
fooled because they have to

00:30:46.733 --> 00:30:48.335
emotionally admit they fell

00:30:48.355 --> 00:30:48.875
for something.

00:30:49.559 --> 00:30:50.840
or they're not willing to change.

00:30:50.881 --> 00:30:53.342
And that's hard because you have to admit.

00:30:54.241 --> 00:30:56.503
Scott is asking about a treatment thing.

00:30:56.523 --> 00:30:57.703
Do you think that's why cold

00:30:57.723 --> 00:30:59.585
laser treatment has never

00:30:59.684 --> 00:31:00.945
really exploded since

00:31:01.405 --> 00:31:03.487
patients don't feel anything happening?

00:31:03.926 --> 00:31:04.488
Oh, I see what you mean.

00:31:04.528 --> 00:31:07.028
Like if cold laser had a

00:31:07.128 --> 00:31:08.490
setting where it could feel colder,

00:31:09.170 --> 00:31:10.671
I was just in a doctor's office every day.

00:31:11.090 --> 00:31:13.353
He had an entire like part

00:31:13.432 --> 00:31:14.913
of his like part of his

00:31:15.013 --> 00:31:16.615
facility based on one of

00:31:16.634 --> 00:31:17.555
those cryo chambers.

00:31:17.915 --> 00:31:19.196
And I was like, how's this doing for you?

00:31:19.217 --> 00:31:19.596
And he goes, oh,

00:31:19.636 --> 00:31:21.057
it paid for itself six years ago.

00:31:21.317 --> 00:31:22.699
He goes, now it's just it's there.

00:31:23.839 --> 00:31:25.421
And I and I brought up we

00:31:25.461 --> 00:31:26.942
talked about low ride out before.

00:31:27.021 --> 00:31:27.241
Right.

00:31:28.160 --> 00:31:28.880
No, I don't think so.

00:31:29.160 --> 00:31:30.901
So low ride out is a concept

00:31:30.941 --> 00:31:31.862
that I learned from Disney.

00:31:32.701 --> 00:31:33.821
Let's say Disney has a

00:31:33.902 --> 00:31:37.163
hundred acres in his park, right?

00:31:37.183 --> 00:31:37.443
Do you ever,

00:31:37.644 --> 00:31:38.463
you've been to Disney world or

00:31:38.483 --> 00:31:39.424
you've been to a park like that?

00:31:39.505 --> 00:31:39.765
Yeah.

00:31:39.805 --> 00:31:41.204
So you pay one price,

00:31:41.224 --> 00:31:42.425
you ride as many rides as you want.

00:31:42.445 --> 00:31:43.266
You're only limited by your

00:31:43.306 --> 00:31:44.547
time and how long you want

00:31:44.567 --> 00:31:45.207
to stand on a ride.

00:31:45.406 --> 00:31:46.727
You can go ride fifty crappy

00:31:46.768 --> 00:31:48.307
rides or you could ride six

00:31:48.367 --> 00:31:49.067
really good rides.

00:31:49.147 --> 00:31:50.028
That's just how time works.

00:31:50.528 --> 00:31:52.130
So ask yourself why before

00:31:52.150 --> 00:31:53.009
you get on every ride at

00:31:53.049 --> 00:31:54.730
Disney World or Disneyland,

00:31:54.990 --> 00:31:56.571
there's those three prong things,

00:31:57.092 --> 00:31:57.811
the turnstiles.

00:31:58.211 --> 00:31:59.212
Like, why are they there?

00:31:59.472 --> 00:32:00.553
Is it crowd control?

00:32:00.692 --> 00:32:02.374
Like, no, they're counting.

00:32:03.731 --> 00:32:05.913
This is consumer behavior in plain sight.

00:32:06.233 --> 00:32:07.414
So what Disney said was

00:32:07.615 --> 00:32:08.856
every year we look at the

00:32:08.916 --> 00:32:11.778
counts on all the rides and

00:32:11.919 --> 00:32:13.800
we don't keep the teacups

00:32:14.281 --> 00:32:15.942
around because we've always

00:32:15.982 --> 00:32:16.903
had the teacups.

00:32:17.284 --> 00:32:20.146
We take the lowest ride and it's gone.

00:32:20.346 --> 00:32:22.429
We take the ride down and now we have,

00:32:22.449 --> 00:32:23.250
I don't know,

00:32:23.829 --> 00:32:25.471
five thousand square feet to

00:32:25.531 --> 00:32:26.653
put a new ride in.

00:32:27.693 --> 00:32:28.814
So the idea is the lowest

00:32:28.854 --> 00:32:29.835
ride is always out because

00:32:29.875 --> 00:32:31.194
something new has to come

00:32:31.255 --> 00:32:33.175
in or else Disney World stays stale.

00:32:33.516 --> 00:32:34.457
This is that same question.

00:32:34.497 --> 00:32:37.137
Like if you replace a board on a ship,

00:32:37.478 --> 00:32:38.617
you keep replacing boards.

00:32:38.678 --> 00:32:39.919
Is it the same ship or is it

00:32:39.939 --> 00:32:40.759
a brand new ship?

00:32:41.118 --> 00:32:41.278
Right.

00:32:41.439 --> 00:32:42.279
You want it to be a brand

00:32:42.339 --> 00:32:43.980
new ship that looks like the old ship,

00:32:44.119 --> 00:32:44.861
but you want to make sure

00:32:44.901 --> 00:32:45.701
it's modernized.

00:32:46.201 --> 00:32:47.221
And I don't know if our

00:32:47.281 --> 00:32:49.021
profession does that well enough.

00:32:49.382 --> 00:32:50.603
We keep hold like that.

00:32:50.643 --> 00:32:51.482
If we were if we were on

00:32:51.542 --> 00:32:52.844
monkey bars as a profession.

00:32:53.604 --> 00:32:54.684
You have to reach forward.

00:32:54.744 --> 00:32:56.164
I think we try to do that a lot.

00:32:56.184 --> 00:32:57.526
We do a lot of reaching forward.

00:32:57.786 --> 00:32:58.766
We want to progress.

00:32:59.126 --> 00:32:59.987
The problem is in monkey

00:33:00.007 --> 00:33:00.946
bars is you have to let go

00:33:00.987 --> 00:33:02.928
of the backhand and swing forward.

00:33:03.608 --> 00:33:04.868
We do a lot of the reaching forward.

00:33:04.929 --> 00:33:06.470
We don't do a lot of the letting go,

00:33:06.509 --> 00:33:08.171
and I think that's why we

00:33:08.191 --> 00:33:09.611
just stay still and we

00:33:09.651 --> 00:33:11.031
swing back and forth.

00:33:11.132 --> 00:33:11.872
I called it the monkey

00:33:11.892 --> 00:33:13.512
humping the football.

00:33:14.213 --> 00:33:15.173
A whole lot of moving around,

00:33:15.193 --> 00:33:16.114
but not a lot happening.

00:33:16.193 --> 00:33:17.454
That's what we do in our profession.

00:33:17.494 --> 00:33:19.096
We look like we're doing a lot of things,

00:33:19.336 --> 00:33:20.355
but we're not letting go,

00:33:20.655 --> 00:33:21.596
so we can't move forward.

00:33:22.335 --> 00:33:24.517
Yeah, and to Scott's point, you know,

00:33:24.576 --> 00:33:26.238
whether it be cold laser or

00:33:26.278 --> 00:33:27.720
just therapeutic exercise,

00:33:28.339 --> 00:33:31.201
we know from plenty of history,

00:33:31.403 --> 00:33:32.983
if we add elements,

00:33:33.284 --> 00:33:37.146
if we add gamification into it, if we add,

00:33:37.186 --> 00:33:39.829
you know, that variable reward into it,

00:33:39.930 --> 00:33:41.951
if we add these things into it,

00:33:42.071 --> 00:33:44.554
it becomes more effective, period.

00:33:44.634 --> 00:33:46.634
Like there is zero doubt in my mind.

00:33:47.276 --> 00:33:49.057
So the question is,

00:33:49.837 --> 00:33:51.759
Are we doing things that we

00:33:51.799 --> 00:33:53.583
want to do and only we want to do?

00:33:53.823 --> 00:33:54.403
This, of course,

00:33:54.463 --> 00:33:55.724
leads into the one-on-one

00:33:55.785 --> 00:33:56.946
therapy argument.

00:33:57.626 --> 00:33:59.048
Or are we building an

00:33:59.088 --> 00:34:01.571
experience that our patients,

00:34:01.711 --> 00:34:04.596
our consumers want to experience?

00:34:05.376 --> 00:34:05.957
I think that...

00:34:06.657 --> 00:34:07.397
there's different kinds of

00:34:07.438 --> 00:34:08.179
practice owners.

00:34:08.659 --> 00:34:10.219
They're going in different directions.

00:34:10.840 --> 00:34:11.199
Um,

00:34:11.219 --> 00:34:13.561
but bottom line is the evidence air

00:34:13.601 --> 00:34:13.922
quotes,

00:34:14.041 --> 00:34:16.342
evidence isn't just coming out of

00:34:16.382 --> 00:34:18.103
physical therapy, research journals.

00:34:18.503 --> 00:34:20.784
The evidence should come out of education.

00:34:20.824 --> 00:34:22.425
The evidence should come out of sales.

00:34:22.465 --> 00:34:24.007
The evidence should come out of marketing.

00:34:24.487 --> 00:34:26.728
It should come from anything

00:34:26.929 --> 00:34:28.730
out there that helps us

00:34:28.909 --> 00:34:30.369
improve our patient

00:34:30.409 --> 00:34:31.831
experience and move our

00:34:31.891 --> 00:34:33.172
patient toward their goal.

00:34:33.891 --> 00:34:34.672
So, um,

00:34:35.682 --> 00:34:36.666
A quick one that I wanted to

00:34:36.706 --> 00:34:38.715
mention going back to some of the ideas.

00:34:39.534 --> 00:34:42.474
the whole kind of mobile

00:34:42.494 --> 00:34:44.135
physical therapy movement, right?

00:34:44.514 --> 00:34:47.315
PT, OT, SOP, going into the patient's home,

00:34:47.715 --> 00:34:48.976
like they're struggling

00:34:49.016 --> 00:34:49.835
because they don't have a

00:34:49.916 --> 00:34:50.976
physical location.

00:34:51.016 --> 00:34:52.137
They don't have brick and

00:34:52.157 --> 00:34:53.777
mortar to lean on.

00:34:54.516 --> 00:34:56.077
And so I was talking to chat

00:34:56.117 --> 00:34:57.217
GPT the other day,

00:34:57.478 --> 00:34:58.858
and I was thinking about, again,

00:34:58.978 --> 00:35:00.117
what other professions

00:35:00.297 --> 00:35:02.858
outside of healthcare kind of do this,

00:35:02.898 --> 00:35:03.239
you know?

00:35:03.478 --> 00:35:04.958
And we talked about lawn care.

00:35:04.998 --> 00:35:06.858
We talked about home services,

00:35:06.918 --> 00:35:08.199
plumbers and electricians

00:35:08.219 --> 00:35:08.960
and things like that.

00:35:09.539 --> 00:35:10.059
But I was like, well,

00:35:10.099 --> 00:35:12.641
what about old school Tupperware parties,

00:35:13.001 --> 00:35:14.320
pampered chef parties?

00:35:15.322 --> 00:35:17.222
How can we leverage some of

00:35:17.282 --> 00:35:19.463
those networks for a mobile

00:35:19.483 --> 00:35:20.742
therapist who wants to step

00:35:20.782 --> 00:35:21.664
into that space?

00:35:22.724 --> 00:35:23.784
I think that there's a huge

00:35:23.844 --> 00:35:24.945
opportunity because there

00:35:24.965 --> 00:35:26.744
are still I'm going to I'm

00:35:26.764 --> 00:35:28.206
going to say there are women.

00:35:28.346 --> 00:35:29.545
It seems to be more popular

00:35:29.585 --> 00:35:32.106
for women who are doing house parties.

00:35:32.907 --> 00:35:34.547
but they're getting stale

00:35:35.027 --> 00:35:36.309
and they're looking for new

00:35:36.329 --> 00:35:37.228
ways to do this.

00:35:37.268 --> 00:35:38.650
So is there an opportunity

00:35:38.710 --> 00:35:41.990
for a mobile clinician to step into,

00:35:42.190 --> 00:35:42.471
you know,

00:35:42.490 --> 00:35:44.931
whether it's the essential oils

00:35:44.972 --> 00:35:47.934
or any of that stuff, bring what we do,

00:35:48.393 --> 00:35:49.494
combine it with the

00:35:49.514 --> 00:35:50.755
physical product sales,

00:35:50.894 --> 00:35:52.655
generate that house party,

00:35:53.235 --> 00:35:54.597
and now start to generate

00:35:54.637 --> 00:35:56.617
clients and new leads from that.

00:35:56.918 --> 00:35:57.717
What are you thinking?

00:35:58.117 --> 00:35:58.960
it's weird that you bring

00:35:58.980 --> 00:36:01.103
that up I am listening to

00:36:01.304 --> 00:36:03.327
dr robert cialdini's book

00:36:03.628 --> 00:36:04.548
influence are you familiar

00:36:04.630 --> 00:36:05.731
with that one essentially

00:36:05.972 --> 00:36:07.635
he's like the psychologist

00:36:08.612 --> 00:36:10.153
um who essentially figured

00:36:10.213 --> 00:36:11.394
out like the levers that

00:36:11.735 --> 00:36:12.815
make people make decisions

00:36:13.177 --> 00:36:13.996
and I'm listening to that

00:36:14.036 --> 00:36:15.278
book and he's got such a

00:36:15.298 --> 00:36:16.739
great voice like late night

00:36:16.800 --> 00:36:18.181
radio dj voice like super

00:36:18.222 --> 00:36:18.981
chill sounds like the

00:36:19.001 --> 00:36:19.902
coolest professor you ever

00:36:19.922 --> 00:36:21.204
do and he brings up

00:36:21.445 --> 00:36:23.166
tupperware parties so here

00:36:23.186 --> 00:36:24.967
are the reasons and and I

00:36:25.007 --> 00:36:26.168
guess we need to explain so

00:36:26.250 --> 00:36:28.070
tupperware parties we need

00:36:28.090 --> 00:36:29.273
to be important so

00:36:29.733 --> 00:36:30.753
according to cialdini

00:36:31.034 --> 00:36:32.114
according to tupperware

00:36:32.835 --> 00:36:34.016
There is a new Tupperware

00:36:34.056 --> 00:36:35.878
party starting every like,

00:36:35.958 --> 00:36:38.019
fifteen seconds somewhere in the world,

00:36:38.440 --> 00:36:39.320
twenty four hours a day.

00:36:39.581 --> 00:36:41.362
That's how effective these things are.

00:36:41.862 --> 00:36:43.164
They had to stop selling

00:36:43.224 --> 00:36:44.284
Tupperware at Target.

00:36:45.554 --> 00:36:48.436
They stopped because Tupperware party,

00:36:48.516 --> 00:36:49.177
it was affecting the

00:36:49.237 --> 00:36:50.137
Tupperware parties because

00:36:50.157 --> 00:36:50.838
the Tupperware parties are

00:36:50.858 --> 00:36:51.659
just better at it.

00:36:52.059 --> 00:36:53.320
So instead of buying one thing,

00:36:53.579 --> 00:36:55.121
the average consumer was buying like,

00:36:55.181 --> 00:36:56.442
ten X the amount of Tupperware,

00:36:56.481 --> 00:36:57.101
Tupperware parties.

00:36:57.461 --> 00:36:58.362
So a Tupperware party

00:36:58.382 --> 00:36:59.764
essentially is if Jimmy was

00:36:59.824 --> 00:37:00.664
like the New York

00:37:00.704 --> 00:37:02.846
Tupperware or the Ohio Tupperware rep,

00:37:03.186 --> 00:37:04.206
I work for Tupperware.

00:37:04.746 --> 00:37:06.688
And I find Tony and I go, Tony,

00:37:06.708 --> 00:37:07.347
you're a good guy.

00:37:07.588 --> 00:37:08.648
You're connected in your town.

00:37:08.688 --> 00:37:10.690
Everybody loves Tony in Ohio.

00:37:10.949 --> 00:37:11.489
You're gonna throw a

00:37:11.550 --> 00:37:12.971
Tupperware party and here's how it works.

00:37:13.170 --> 00:37:14.371
I'm gonna bring all the Tupperware.

00:37:14.851 --> 00:37:16.592
I'm gonna bring a gift for

00:37:16.793 --> 00:37:17.652
everybody that you bring.

00:37:17.672 --> 00:37:18.813
So Tony's throws the party.

00:37:18.914 --> 00:37:21.094
Tony brings the people to the party.

00:37:22.418 --> 00:37:24.119
I'll help you structure the party.

00:37:24.139 --> 00:37:24.920
I'm going to show you how to

00:37:24.960 --> 00:37:25.882
make this party great,

00:37:26.282 --> 00:37:27.384
but it's going to be based on Tony.

00:37:27.563 --> 00:37:28.344
I'm in the background.

00:37:28.485 --> 00:37:29.085
I'm just here.

00:37:29.226 --> 00:37:30.007
I'm in the background.

00:37:30.086 --> 00:37:31.068
This is Tony's show.

00:37:31.748 --> 00:37:33.371
And then everybody walks away with a gift.

00:37:33.630 --> 00:37:34.831
It's a lot like a – I

00:37:34.851 --> 00:37:35.873
haven't been to a Tupperware party.

00:37:35.893 --> 00:37:37.195
I'm just going on Dr. Cialdini.

00:37:37.434 --> 00:37:39.177
But it's a lot like a bridal

00:37:39.197 --> 00:37:40.297
shower or a baby shower.

00:37:41.179 --> 00:37:41.838
They're structured.

00:37:41.878 --> 00:37:43.079
It's games, right?

00:37:43.119 --> 00:37:44.320
They bring out the products

00:37:44.340 --> 00:37:45.440
and have fun with them.

00:37:45.581 --> 00:37:47.380
Everybody walks away with something.

00:37:47.740 --> 00:37:49.621
The party is about the

00:37:49.641 --> 00:37:50.961
people who are at the party.

00:37:51.302 --> 00:37:52.563
The party is actually not

00:37:52.623 --> 00:37:53.802
about Tupperware.

00:37:54.143 --> 00:37:55.264
The party is about the people.

00:37:55.764 --> 00:37:57.043
But now instead of buying or

00:37:57.083 --> 00:37:58.304
not buying from Tupperware,

00:37:59.248 --> 00:38:01.351
I'm buying or not buying from Tony.

00:38:01.952 --> 00:38:02.934
And the reason I'm at the

00:38:02.974 --> 00:38:04.175
party is I either know Tony

00:38:04.456 --> 00:38:05.538
or I was dragged there

00:38:05.577 --> 00:38:06.438
kicking and screaming by

00:38:06.498 --> 00:38:07.719
someone who does know Tony.

00:38:08.001 --> 00:38:09.161
So here's why it works.

00:38:09.202 --> 00:38:09.943
And then we'll flip it to

00:38:09.983 --> 00:38:10.925
how a mobile therapist

00:38:10.945 --> 00:38:11.865
could take advantage of it.

00:38:12.286 --> 00:38:14.188
Here are the psychological

00:38:14.268 --> 00:38:15.471
influences that are involved.

00:38:15.972 --> 00:38:16.391
Liking.

00:38:17.172 --> 00:38:18.373
Like if I like someone,

00:38:18.574 --> 00:38:19.635
I'm more apt to do

00:38:19.655 --> 00:38:20.976
something that they're asking me to do.

00:38:21.416 --> 00:38:22.217
Social proof,

00:38:22.559 --> 00:38:24.000
I'm in a room full of people

00:38:24.340 --> 00:38:25.762
watching them who are

00:38:25.802 --> 00:38:27.523
similar to me do something.

00:38:27.963 --> 00:38:29.005
Do you think Tupperware

00:38:29.085 --> 00:38:30.746
maybe puts a plant in a

00:38:30.786 --> 00:38:32.728
party every once in a while to say,

00:38:32.789 --> 00:38:34.170
I'll take this or I'll take that?

00:38:34.650 --> 00:38:36.353
Abso-freaking-lutely.

00:38:36.713 --> 00:38:39.137
Reciprocity is a psychological lever.

00:38:39.358 --> 00:38:40.599
I was invited to a party.

00:38:41.001 --> 00:38:42.222
I got snacks.

00:38:42.563 --> 00:38:44.527
I had time and fun and attention.

00:38:44.927 --> 00:38:45.969
Now I sort of feel like I

00:38:46.168 --> 00:38:47.630
owe the host something.

00:38:48.663 --> 00:38:50.764
The psychological ideas of

00:38:50.824 --> 00:38:52.166
commitment and consistency.

00:38:52.628 --> 00:38:53.648
I RSVP'd.

00:38:53.849 --> 00:38:54.469
I showed up.

00:38:54.710 --> 00:38:55.391
I smiled.

00:38:55.550 --> 00:38:56.050
I nodded.

00:38:56.231 --> 00:38:57.693
I ate the wheat thins.

00:38:58.094 --> 00:39:00.617
I'm subtly committing slowly

00:39:00.737 --> 00:39:01.838
and small steps.

00:39:02.157 --> 00:39:04.101
So I'm in the mode of saying

00:39:04.221 --> 00:39:05.601
yes to things.

00:39:05.762 --> 00:39:06.702
Yes, I'm at the party.

00:39:06.744 --> 00:39:07.885
Yes, I would like to sit down.

00:39:07.925 --> 00:39:09.286
Yes, I would like a drink, drink, drink.

00:39:09.927 --> 00:39:12.108
And the final is scarcity.

00:39:12.568 --> 00:39:13.289
They finally say,

00:39:13.329 --> 00:39:14.610
I've only got three of these left.

00:39:14.650 --> 00:39:16.331
Or if you order by the end of the month,

00:39:16.351 --> 00:39:17.052
I'll be able to get you a

00:39:17.092 --> 00:39:18.253
better price on this.

00:39:18.653 --> 00:39:19.894
So there's a lot of levers.

00:39:19.974 --> 00:39:23.398
So as dumb as a Tupperware party looks,

00:39:23.737 --> 00:39:25.139
it is most of their

00:39:25.219 --> 00:39:27.360
business as a worldwide brand.

00:39:27.400 --> 00:39:28.762
And I don't know if you can

00:39:28.822 --> 00:39:34.505
name another food container brand.

00:39:34.585 --> 00:39:34.947
It is...

00:39:35.387 --> 00:39:35.867
It's Tupperware.

00:39:35.887 --> 00:39:36.528
It's Kleenex.

00:39:36.548 --> 00:39:37.170
It's Cadillac.

00:39:37.309 --> 00:39:38.751
It is the thing of.

00:39:38.911 --> 00:39:41.295
So after I throw those ideas out there,

00:39:41.315 --> 00:39:42.336
the psychological levers,

00:39:43.097 --> 00:39:43.699
I have a few ideas.

00:39:43.739 --> 00:39:44.760
But how do you think a

00:39:45.440 --> 00:39:46.943
mobile therapist will focus

00:39:46.963 --> 00:39:47.523
on that market,

00:39:47.583 --> 00:39:48.846
could use those theories of

00:39:48.865 --> 00:39:50.327
a Tupperware party to

00:39:50.987 --> 00:39:51.809
leverage their business?

00:39:52.505 --> 00:39:52.686
Yeah.

00:39:52.746 --> 00:39:55.467
So I think you identify, you know, OK,

00:39:55.547 --> 00:39:57.289
where where are my biases?

00:39:57.349 --> 00:39:58.469
What do I enjoy?

00:39:58.891 --> 00:40:00.092
To Kendrick's point,

00:40:00.351 --> 00:40:01.592
I hated those parties.

00:40:02.052 --> 00:40:03.233
You couldn't hate the party

00:40:03.273 --> 00:40:04.855
if you didn't know they existed.

00:40:04.914 --> 00:40:06.757
So it had an impact whether

00:40:06.797 --> 00:40:07.958
you were there or not.

00:40:08.597 --> 00:40:10.179
And there's lots of things

00:40:10.199 --> 00:40:12.762
that I hate that they still got my money,

00:40:13.003 --> 00:40:16.108
you know, and so I'm a big foodie.

00:40:16.407 --> 00:40:17.148
I love food.

00:40:17.188 --> 00:40:19.012
So when I when I put this

00:40:19.112 --> 00:40:21.213
idea together in my mind, I'd be like, OK,

00:40:21.855 --> 00:40:22.576
I would combine.

00:40:23.661 --> 00:40:25.043
food element to it.

00:40:25.103 --> 00:40:26.925
If I'm going to do healthy lifestyle,

00:40:27.005 --> 00:40:29.005
healthy eating, exercise,

00:40:29.326 --> 00:40:31.208
things that I do as a physical therapist,

00:40:31.728 --> 00:40:32.849
I'm going to have Blue

00:40:32.949 --> 00:40:34.530
Apron or some sort of food

00:40:34.570 --> 00:40:36.612
delivery service that I

00:40:36.632 --> 00:40:38.672
have an affiliate relationship with.

00:40:39.213 --> 00:40:41.795
I'm going to have my exercise component,

00:40:41.856 --> 00:40:43.717
maybe the manual therapy component.

00:40:43.797 --> 00:40:45.097
Maybe I'm bringing a NuFit

00:40:45.137 --> 00:40:47.519
or a shockwave on site and

00:40:47.559 --> 00:40:48.800
delivering these kinds of

00:40:48.840 --> 00:40:50.121
treatments right then and there.

00:40:50.481 --> 00:40:52.923
If I was Scott, I'd bring a cold laser and

00:40:53.603 --> 00:40:55.846
But the key here is I would

00:40:55.885 --> 00:40:56.806
have my partner,

00:40:57.126 --> 00:40:58.407
whoever that person is that

00:40:58.447 --> 00:40:59.327
I'm partnering with,

00:40:59.768 --> 00:41:01.588
who then does the other side of it.

00:41:01.748 --> 00:41:03.030
They have the Tupperware.

00:41:03.070 --> 00:41:04.550
They have the Pampered Chef.

00:41:04.570 --> 00:41:05.572
They have whatever.

00:41:05.931 --> 00:41:07.313
And if I wanted to move into,

00:41:07.492 --> 00:41:08.994
and nobody ever talks about this,

00:41:09.434 --> 00:41:11.215
move into different areas,

00:41:12.815 --> 00:41:14.336
I've got patients that

00:41:14.476 --> 00:41:15.456
we're talking about going

00:41:15.476 --> 00:41:17.579
to a gun show this weekend, right?

00:41:17.998 --> 00:41:20.199
Why don't we have gun show house parties?

00:41:20.219 --> 00:41:21.541
Yeah, not that kind of gun show.

00:41:21.721 --> 00:41:22.782
Gun show house parties.

00:41:22.822 --> 00:41:23.304
Oh no.

00:41:23.324 --> 00:41:24.405
Do they have these or you're

00:41:24.485 --> 00:41:25.166
inventing this?

00:41:25.967 --> 00:41:26.148
Yeah.

00:41:26.168 --> 00:41:26.387
Yeah.

00:41:26.469 --> 00:41:27.751
Like hunting, you know,

00:41:27.791 --> 00:41:29.032
there are so many hunting

00:41:29.132 --> 00:41:30.715
things that they could do fishing.

00:41:30.755 --> 00:41:31.436
Like my boys,

00:41:31.496 --> 00:41:33.018
I dropped my boys off at the

00:41:33.059 --> 00:41:34.221
lake this morning on my way

00:41:34.240 --> 00:41:35.762
to work and they're going

00:41:35.782 --> 00:41:36.664
to be fishing all day.

00:41:37.621 --> 00:41:39.262
There are so many different

00:41:39.282 --> 00:41:40.463
directions we could take it.

00:41:40.864 --> 00:41:42.885
If Kendrick hated Tupperware,

00:41:43.706 --> 00:41:44.766
there's a million things.

00:41:44.827 --> 00:41:45.266
And of course,

00:41:45.286 --> 00:41:46.307
you've got the whole pelvic

00:41:46.347 --> 00:41:48.289
floor world where there are

00:41:48.730 --> 00:41:49.831
therapists that are coming

00:41:49.911 --> 00:41:51.211
into the pelvic floor.

00:41:51.592 --> 00:41:53.432
They're doing house parties for that.

00:41:53.572 --> 00:41:55.355
It's a small private group.

00:41:56.275 --> 00:41:57.675
There's just so many things

00:41:57.715 --> 00:41:58.536
we could do with that.

00:41:58.876 --> 00:42:00.117
I think the idea is the

00:42:00.157 --> 00:42:02.840
Tupperware party is mislabeled, right?

00:42:03.695 --> 00:42:04.735
It's not a Tupperware party.

00:42:05.237 --> 00:42:07.139
It's a food problem.

00:42:07.579 --> 00:42:09.420
Because Tupperware sells food storage,

00:42:09.701 --> 00:42:12.123
but also like platters and presentations.

00:42:12.523 --> 00:42:13.744
So it understood that the

00:42:13.806 --> 00:42:16.248
party was about- It's all about the burp.

00:42:16.668 --> 00:42:18.030
It was about the burp, right?

00:42:18.369 --> 00:42:19.552
It was all about the people

00:42:20.172 --> 00:42:21.554
and what problems they had

00:42:22.699 --> 00:42:24.219
wait for it create some

00:42:24.300 --> 00:42:26.561
space create a literal and

00:42:26.621 --> 00:42:28.063
figurative space in someone

00:42:28.164 --> 00:42:30.364
else's living room for this

00:42:30.405 --> 00:42:32.527
party and then you trot out

00:42:32.567 --> 00:42:34.088
the solutions in a group

00:42:34.648 --> 00:42:36.329
like this works so what

00:42:36.349 --> 00:42:37.291
would what would the what

00:42:37.311 --> 00:42:38.512
would the problems need to

00:42:38.552 --> 00:42:39.452
be because I'm trying to

00:42:39.492 --> 00:42:40.813
identify like the problems

00:42:40.833 --> 00:42:42.936
that that a tupperware party solves are

00:42:43.905 --> 00:42:46.387
food storage, you know,

00:42:46.588 --> 00:42:47.869
parties and platters and

00:42:47.889 --> 00:42:48.630
those types of things.

00:42:48.751 --> 00:42:49.932
It's everything around the kitchen.

00:42:50.092 --> 00:42:51.034
Ironically, most of the time,

00:42:51.054 --> 00:42:51.755
Tupperware parties take

00:42:51.815 --> 00:42:52.775
place in the living room too.

00:42:53.277 --> 00:42:55.380
But the idea is like, so what would it be?

00:42:55.920 --> 00:42:56.882
How would you identify that

00:42:56.922 --> 00:42:57.842
if you were a mobile therapist?

00:42:58.438 --> 00:43:01.260
So grab me a group of forty

00:43:01.280 --> 00:43:03.041
and fifty year old guys.

00:43:03.601 --> 00:43:05.081
Tell me that the bulk of

00:43:05.121 --> 00:43:06.922
them are not going to have stiff backs,

00:43:07.342 --> 00:43:08.702
are not going to have sore knees.

00:43:09.083 --> 00:43:10.402
Tell me that the bulk of

00:43:10.443 --> 00:43:11.403
them are not going to have

00:43:11.443 --> 00:43:12.764
issues with blood pressure,

00:43:12.903 --> 00:43:14.525
elevated blood sugar levels

00:43:14.565 --> 00:43:15.945
like we're going to have a

00:43:16.005 --> 00:43:17.405
collection of pathology

00:43:17.445 --> 00:43:19.226
that you can pretty much

00:43:19.266 --> 00:43:21.706
throw a dart and hit one of

00:43:21.746 --> 00:43:23.648
the targets with any of that stuff.

00:43:24.108 --> 00:43:24.907
And I'm sure there's going

00:43:24.927 --> 00:43:26.509
to be a collection for the ladies.

00:43:26.528 --> 00:43:27.128
There's going to be a

00:43:27.188 --> 00:43:28.849
collection for... You can

00:43:28.869 --> 00:43:30.449
break it down by demographic.

00:43:30.949 --> 00:43:32.871
You can break it down through couples.

00:43:33.891 --> 00:43:35.070
There's always a collection

00:43:35.110 --> 00:43:37.152
of problems that these individuals have.

00:43:37.692 --> 00:43:39.552
That is what we are solving for.

00:43:40.032 --> 00:43:40.592
Like you said,

00:43:40.873 --> 00:43:43.012
it's not about... For Tupperware,

00:43:43.032 --> 00:43:44.954
it's about not wasting food,

00:43:45.153 --> 00:43:46.094
not feeling guilty,

00:43:46.173 --> 00:43:47.275
even though you're probably

00:43:47.315 --> 00:43:48.034
still going to throw it

00:43:48.074 --> 00:43:49.934
away after a couple of days.

00:43:50.496 --> 00:43:51.356
The idea...

00:43:52.335 --> 00:43:53.797
is, oh, well, I'm going to buy this,

00:43:53.817 --> 00:43:54.737
but I'm going to save money

00:43:54.777 --> 00:43:56.219
because I'm not wasting food.

00:43:57.661 --> 00:44:00.682
In our world, it's, oh, well, if I do this,

00:44:00.762 --> 00:44:01.563
I'm not going to have to go

00:44:01.603 --> 00:44:02.885
see the chiropractor or go

00:44:02.905 --> 00:44:04.445
to whatever or do something else.

00:44:04.465 --> 00:44:05.487
I'm going to feel better.

00:44:05.766 --> 00:44:06.668
I'm going to lose weight.

00:44:06.728 --> 00:44:08.750
And then, of course,

00:44:08.769 --> 00:44:11.251
you get into the more physical products,

00:44:11.632 --> 00:44:12.672
compression boots,

00:44:13.434 --> 00:44:14.373
things that people could

00:44:14.434 --> 00:44:15.715
buy at that like three

00:44:15.755 --> 00:44:17.976
hundred to a thousand dollar price point,

00:44:18.358 --> 00:44:20.599
walking pads, all of these things.

00:44:21.300 --> 00:44:22.981
People want to spend that money.

00:44:23.702 --> 00:44:25.344
They want to spend that money.

00:44:25.364 --> 00:44:26.666
And if you can help direct

00:44:26.686 --> 00:44:27.929
them to something that at

00:44:27.989 --> 00:44:29.309
least gives them a chance

00:44:29.851 --> 00:44:31.092
of feeling better,

00:44:31.652 --> 00:44:32.974
I think it's money well spent.

00:44:33.335 --> 00:44:33.896
Yeah.

00:44:33.916 --> 00:44:34.797
How would you frame it?

00:44:35.818 --> 00:44:38.601
I'm playing around with the GPT right now.

00:44:39.003 --> 00:44:39.362
How does...

00:44:39.884 --> 00:44:40.945
Like Tupperware just has

00:44:41.126 --> 00:44:42.708
says Tony's having a party.

00:44:43.088 --> 00:44:43.528
Come.

00:44:43.969 --> 00:44:45.592
It's a Tupperware party, yada, yada.

00:44:45.632 --> 00:44:47.275
But it's not like come solve

00:44:47.295 --> 00:44:49.538
your back pain in thirty minutes or less.

00:44:49.577 --> 00:44:50.798
It's not a webinar hook.

00:44:50.860 --> 00:44:52.461
It's a very much like come and hang out.

00:44:52.853 --> 00:44:53.512
That's what it is.

00:44:53.612 --> 00:44:55.094
It's a let's get together.

00:44:56.193 --> 00:44:57.795
My buddy Tony is going to be

00:44:57.855 --> 00:44:59.715
bringing his shockwave device over.

00:44:59.795 --> 00:45:01.536
You know, let's feel better.

00:45:01.596 --> 00:45:02.295
Drink some wine.

00:45:02.436 --> 00:45:03.175
Have some fun.

00:45:03.235 --> 00:45:04.137
Laugh a little bit.

00:45:04.996 --> 00:45:05.976
That's what it is.

00:45:06.077 --> 00:45:08.577
It's the social gathering of it.

00:45:09.097 --> 00:45:11.539
The reciprocity helps cover the bill.

00:45:12.780 --> 00:45:15.661
And then out of that, you've got emails,

00:45:15.842 --> 00:45:17.143
you've got contacts,

00:45:17.164 --> 00:45:18.625
you've got people who know you.

00:45:19.106 --> 00:45:20.567
And then this is where, you know,

00:45:20.806 --> 00:45:21.708
I would take it and you

00:45:21.748 --> 00:45:23.268
start looking at kind of

00:45:23.369 --> 00:45:24.530
different approaches.

00:45:25.090 --> 00:45:26.853
So if if somebody hasn't

00:45:26.873 --> 00:45:28.695
started a local Facebook group.

00:45:29.815 --> 00:45:30.596
I think there's a huge

00:45:30.635 --> 00:45:32.815
opportunity just within that Middletown,

00:45:32.896 --> 00:45:33.336
Ohio,

00:45:33.376 --> 00:45:35.577
Facebook group for people with back

00:45:35.617 --> 00:45:38.177
pain or just a consumer group.

00:45:38.358 --> 00:45:40.139
You know, hey, let's talk about referrals.

00:45:40.159 --> 00:45:41.820
Like, who's the dentist you're going to?

00:45:41.880 --> 00:45:42.699
That kind of stuff.

00:45:43.420 --> 00:45:45.420
If I was a mobile therapist going,

00:45:45.860 --> 00:45:47.382
even if I wasn't going to a client,

00:45:47.402 --> 00:45:48.021
if I was like, hey,

00:45:48.041 --> 00:45:49.041
this is a neighborhood I

00:45:49.081 --> 00:45:50.103
want to work for.

00:45:50.682 --> 00:45:51.782
I want to help people in

00:45:51.822 --> 00:45:52.943
this neighborhood.

00:45:53.664 --> 00:45:55.144
I would start a direct mail

00:45:55.184 --> 00:45:55.824
campaign there.

00:45:56.385 --> 00:45:57.985
just to those houses,

00:45:58.447 --> 00:46:00.869
maybe within a two or three block radius.

00:46:01.429 --> 00:46:03.431
I go on the property tax

00:46:03.471 --> 00:46:05.112
property appraisers website.

00:46:05.233 --> 00:46:08.014
I grab a list of addresses manually.

00:46:08.054 --> 00:46:09.135
I'm not buying a list.

00:46:09.195 --> 00:46:11.097
I'm manually getting these addresses.

00:46:11.617 --> 00:46:12.159
Go to Zillow.

00:46:12.679 --> 00:46:13.659
What's the most expensive

00:46:13.699 --> 00:46:14.621
house in the neighborhood?

00:46:14.880 --> 00:46:14.940
OK,

00:46:15.081 --> 00:46:16.882
I'm going to get addresses for the ten

00:46:16.943 --> 00:46:18.605
houses around that house

00:46:19.005 --> 00:46:20.126
and I'm going to send a

00:46:20.186 --> 00:46:22.369
specific mailer to those houses.

00:46:22.789 --> 00:46:23.891
Hey, this is me.

00:46:24.010 --> 00:46:24.992
I'm in the neighborhood

00:46:25.052 --> 00:46:26.353
where this is what I do.

00:46:26.773 --> 00:46:28.574
You know, while I'm here,

00:46:28.614 --> 00:46:30.536
if you have any needs for this,

00:46:30.556 --> 00:46:31.257
that or the other.

00:46:32.159 --> 00:46:32.778
Just let me know.

00:46:33.739 --> 00:46:35.601
I think we can use this

00:46:35.661 --> 00:46:39.722
stuff to go from zero to one, one to ten.

00:46:40.463 --> 00:46:41.163
Then we have different

00:46:41.202 --> 00:46:42.463
strategies to go from ten

00:46:42.503 --> 00:46:43.605
to one hundred when we're

00:46:43.625 --> 00:46:44.644
talking about clients.

00:46:45.085 --> 00:46:45.985
I think you could do this if

00:46:46.005 --> 00:46:48.347
you have a standalone clinic, too.

00:46:48.967 --> 00:46:50.148
I would never have it in the clinic.

00:46:51.440 --> 00:46:52.239
I think as soon as you have

00:46:52.260 --> 00:46:52.880
it in the clinic,

00:46:53.201 --> 00:46:54.581
it loses the let's come.

00:46:55.081 --> 00:46:57.222
I think the antithesis to this,

00:46:57.442 --> 00:46:58.581
look at that antithesis,

00:46:58.681 --> 00:47:00.443
multi-syllabic words here at nine,

00:47:00.503 --> 00:47:01.083
six in the morning.

00:47:01.443 --> 00:47:02.422
I think the antithesis to

00:47:02.663 --> 00:47:07.463
this is a free class or a

00:47:07.565 --> 00:47:08.364
lunch and learn.

00:47:08.485 --> 00:47:10.144
I think a lunch and learn

00:47:10.204 --> 00:47:11.485
looks like a Tupperware party,

00:47:11.865 --> 00:47:13.005
but it's not because

00:47:13.365 --> 00:47:14.146
everyone knows they're

00:47:14.166 --> 00:47:15.186
gonna get pitched a

00:47:15.246 --> 00:47:17.186
timeshare at a timeshare pitch.

00:47:17.246 --> 00:47:17.806
Like they get it.

00:47:17.827 --> 00:47:18.588
So they're just waiting,

00:47:18.748 --> 00:47:19.788
they're bracing for it.

00:47:20.168 --> 00:47:21.572
But if it's more party,

00:47:21.612 --> 00:47:23.155
if it's ninety percent party,

00:47:23.536 --> 00:47:24.139
ten percent.

00:47:24.179 --> 00:47:24.860
Well, if you wanted to,

00:47:24.880 --> 00:47:25.583
you could take it home.

00:47:25.882 --> 00:47:28.108
I was always I was always confused.

00:47:29.625 --> 00:47:30.905
As like a twenty year old,

00:47:31.427 --> 00:47:33.608
why I couldn't just QR.

00:47:34.190 --> 00:47:34.369
Well,

00:47:34.409 --> 00:47:36.092
there weren't QR codes twenty years ago.

00:47:36.371 --> 00:47:37.253
But if I really like the

00:47:37.333 --> 00:47:39.135
robe or the pillow at a

00:47:39.195 --> 00:47:41.536
hotel and I how do I buy this?

00:47:41.657 --> 00:47:43.318
And like I remember this was now you can.

00:47:43.579 --> 00:47:44.860
But twenty five years ago,

00:47:44.880 --> 00:47:46.021
I remember being like this

00:47:46.262 --> 00:47:47.463
feels like a really

00:47:47.643 --> 00:47:49.025
stupidly simple thing to do

00:47:49.065 --> 00:47:50.186
and no one's doing it.

00:47:50.827 --> 00:47:51.728
And now you can't.

00:47:52.634 --> 00:47:53.253
So, you know,

00:47:53.313 --> 00:47:55.014
that was one of the I think I

00:47:55.034 --> 00:47:56.155
shared this in a video a

00:47:56.215 --> 00:47:57.115
couple of years ago.

00:47:58.396 --> 00:47:59.197
And I want to talk about

00:47:59.277 --> 00:48:01.577
Ray's mentioning the workshop real quick.

00:48:01.597 --> 00:48:01.697
Right.

00:48:02.217 --> 00:48:03.277
But I said,

00:48:03.398 --> 00:48:04.699
why doesn't every piece of my

00:48:04.739 --> 00:48:06.880
equipment have a QR code

00:48:07.239 --> 00:48:08.360
that you can scan that

00:48:08.380 --> 00:48:09.320
takes you straight to my

00:48:09.340 --> 00:48:10.900
affiliate link on Amazon

00:48:10.920 --> 00:48:12.362
that allows you to buy that

00:48:12.402 --> 00:48:14.061
piece of equipment while

00:48:14.101 --> 00:48:15.242
you're using it for home?

00:48:15.782 --> 00:48:18.063
And we end up getting

00:48:18.123 --> 00:48:20.005
referral links for little

00:48:20.025 --> 00:48:22.485
things like the QB, the compression boots,

00:48:22.927 --> 00:48:23.527
ice packs.

00:48:23.567 --> 00:48:25.668
The Chattanooga ice pack is amazing.

00:48:26.027 --> 00:48:26.867
People love it.

00:48:27.429 --> 00:48:29.289
Instantly, you hit that QR code.

00:48:29.389 --> 00:48:30.190
You go to it.

00:48:30.630 --> 00:48:30.809
Now,

00:48:30.909 --> 00:48:34.132
this goes along with Joseph Lowe and

00:48:34.231 --> 00:48:35.572
Pure PT Supply.

00:48:36.893 --> 00:48:39.054
We should be facilitating that,

00:48:39.114 --> 00:48:41.936
making it easier to make those purchases.

00:48:42.735 --> 00:48:44.376
You scan it and add it to your account.

00:48:45.362 --> 00:48:46.543
And then even if we're the

00:48:46.643 --> 00:48:48.826
ones facilitating the order, yeah,

00:48:48.885 --> 00:48:49.987
like all of that stuff,

00:48:50.007 --> 00:48:51.047
there are so many things

00:48:51.068 --> 00:48:52.769
that patients want to spend

00:48:52.809 --> 00:48:53.550
their money on.

00:48:54.152 --> 00:48:56.434
Money has no value until it is spent,

00:48:56.574 --> 00:48:58.516
until it moves on to the next person.

00:48:59.637 --> 00:49:00.579
So Ray was talking about

00:49:00.619 --> 00:49:01.679
workshops in the clinic.

00:49:02.521 --> 00:49:04.202
My issue is too many

00:49:04.242 --> 00:49:05.543
therapists still think the

00:49:05.583 --> 00:49:07.085
reason you do a workshop is

00:49:07.106 --> 00:49:09.728
to convert the attendees of the workshop.

00:49:09.829 --> 00:49:11.429
That is not why you do the workshop.

00:49:11.931 --> 00:49:13.331
The only reason why I've

00:49:13.371 --> 00:49:15.014
ever done a workshop is

00:49:15.054 --> 00:49:16.936
because I feature a physician,

00:49:17.496 --> 00:49:19.699
a referral source who is

00:49:19.838 --> 00:49:21.940
the headliner of the show.

00:49:22.702 --> 00:49:24.181
that physician comes in.

00:49:24.222 --> 00:49:25.802
We talk about specifically

00:49:25.842 --> 00:49:27.003
what they want to talk about.

00:49:27.543 --> 00:49:29.163
I promote the procedure that

00:49:29.222 --> 00:49:30.182
they want to promote.

00:49:30.682 --> 00:49:32.503
I make them the headliner,

00:49:32.983 --> 00:49:34.003
but before they talk,

00:49:34.503 --> 00:49:35.403
they have to listen to me

00:49:35.443 --> 00:49:36.885
talk for just a couple minutes.

00:49:37.284 --> 00:49:38.505
Hey, this is what we do.

00:49:38.565 --> 00:49:39.465
This is how we do it.

00:49:39.485 --> 00:49:40.565
This is what's going on.

00:49:40.644 --> 00:49:40.864
Okay.

00:49:40.905 --> 00:49:41.824
Enough about me.

00:49:42.346 --> 00:49:44.065
Now, the reason why we're all here,

00:49:44.405 --> 00:49:46.585
let's introduce Dr. Scott Albright,

00:49:46.686 --> 00:49:47.867
non-surgical orthopedic,

00:49:47.907 --> 00:49:49.166
who's doing amazing things

00:49:49.226 --> 00:49:50.047
with stem cells.

00:49:50.887 --> 00:49:53.010
He comes in, he gives his spiel.

00:49:53.411 --> 00:49:54.432
Maybe he gets a couple of

00:49:54.472 --> 00:49:55.994
referrals from the audience.

00:49:56.876 --> 00:49:57.817
I don't care if I don't get

00:49:57.896 --> 00:50:00.300
any because now the reciprocity,

00:50:00.541 --> 00:50:01.963
I did something nice for him.

00:50:02.543 --> 00:50:03.744
I guarantee I'm going to get

00:50:03.824 --> 00:50:05.106
referrals from him now.

00:50:05.702 --> 00:50:07.244
And he's seeing hundreds of

00:50:07.324 --> 00:50:09.266
people a week who need my services.

00:50:09.346 --> 00:50:10.726
That's why you do the workshop.

00:50:10.786 --> 00:50:12.288
You do the workshop to get

00:50:12.327 --> 00:50:13.289
the referrals from the

00:50:13.389 --> 00:50:15.469
featured physician or

00:50:15.550 --> 00:50:18.152
referral source that you're promoting.

00:50:18.313 --> 00:50:19.353
You are the stage.

00:50:19.994 --> 00:50:21.454
You are the amphitheater.

00:50:21.474 --> 00:50:22.976
I want people to start thinking of that.

00:50:23.056 --> 00:50:23.817
You now can be the

00:50:23.936 --> 00:50:25.398
amphitheater that puts the

00:50:25.438 --> 00:50:26.639
headliner on stage.

00:50:27.139 --> 00:50:28.239
And I know this is counterproductive,

00:50:28.260 --> 00:50:29.201
but I want to be featured.

00:50:29.280 --> 00:50:30.322
I want to be the one in lights.

00:50:31.097 --> 00:50:31.458
I don't know.

00:50:31.539 --> 00:50:32.442
I think I'd rather own

00:50:32.521 --> 00:50:34.085
Ticketmaster than be a rock

00:50:34.106 --> 00:50:35.469
band because Ticketmaster

00:50:35.489 --> 00:50:36.351
is going to be everywhere.

00:50:36.813 --> 00:50:37.896
I've got to steal this strategy.

00:50:37.936 --> 00:50:38.557
Can I share it with you?

00:50:38.737 --> 00:50:39.260
Yeah, please.

00:50:39.300 --> 00:50:39.681
Let's do it.

00:50:44.480 --> 00:50:45.702
Excuse to play the funny intro.

00:50:45.802 --> 00:50:46.021
Okay.

00:50:46.402 --> 00:50:48.244
Steal the strategy is going to be,

00:50:48.385 --> 00:50:49.326
I know this is going to shock you,

00:50:49.666 --> 00:50:52.369
but it came from me being in a bar.

00:50:53.170 --> 00:50:55.373
And have you ever been in a bar, Tony,

00:50:56.072 --> 00:50:58.076
and seen a wall of mugs or

00:50:58.175 --> 00:50:59.737
mugs hanging up from the ceiling,

00:50:59.838 --> 00:51:01.518
either with names or with

00:51:01.719 --> 00:51:02.440
numbers on them?

00:51:02.880 --> 00:51:03.141
Okay.

00:51:03.161 --> 00:51:03.940
Yeah, a hundred percent.

00:51:04.202 --> 00:51:04.782
So this is a,

00:51:04.922 --> 00:51:05.641
this is a pattern

00:51:05.661 --> 00:51:06.503
interruption because this

00:51:06.523 --> 00:51:07.443
is not in every bar,

00:51:07.842 --> 00:51:08.923
but it's in a lot of bars.

00:51:08.983 --> 00:51:10.143
It's a lot of college town

00:51:10.164 --> 00:51:10.905
bars where they're going to

00:51:10.945 --> 00:51:11.864
get repeat customers, right?

00:51:11.885 --> 00:51:13.025
The students are going to

00:51:13.045 --> 00:51:15.146
come back or like a local bar, right?

00:51:15.467 --> 00:51:16.567
So this is a mug club.

00:51:17.226 --> 00:51:18.588
So some bars have them,

00:51:18.608 --> 00:51:20.748
you pay a fee and then you get a number.

00:51:21.449 --> 00:51:22.610
I was in a mug club where

00:51:22.670 --> 00:51:24.331
like twenty three was like

00:51:24.391 --> 00:51:25.891
Michael Jordan or ninety nine.

00:51:25.992 --> 00:51:27.253
Like that was a that was a

00:51:27.333 --> 00:51:28.733
number you couldn't get it.

00:51:28.753 --> 00:51:29.393
You had to put your name on

00:51:29.414 --> 00:51:30.835
a list so I could have

00:51:30.914 --> 00:51:32.956
twelve until I was a senior

00:51:32.976 --> 00:51:34.476
until someone gave up ninety nine.

00:51:34.657 --> 00:51:34.876
Right.

00:51:35.257 --> 00:51:36.137
So that's the idea is every

00:51:36.177 --> 00:51:36.958
time you come in,

00:51:37.259 --> 00:51:38.659
you get to you get to say.

00:51:39.860 --> 00:51:41.239
uh I'm jimmy here's my idea

00:51:41.641 --> 00:51:43.481
I'm number uh that's me

00:51:43.840 --> 00:51:45.661
pull that down so your mug

00:51:45.681 --> 00:51:46.501
gets pulled down and now

00:51:46.541 --> 00:51:47.501
you have this cool social

00:51:47.541 --> 00:51:48.521
proof because I'm one of

00:51:48.561 --> 00:51:49.882
the people now there's one

00:51:49.922 --> 00:51:51.242
missing here I am I paid

00:51:51.282 --> 00:51:52.523
for that but maybe I get

00:51:52.563 --> 00:51:53.603
like a buck or two off of

00:51:53.623 --> 00:51:54.963
beers where do you think

00:51:55.003 --> 00:51:56.184
I'm gonna go over and over

00:51:56.224 --> 00:51:56.983
again if I paid my

00:51:57.023 --> 00:51:58.445
membership and now I sort

00:51:58.465 --> 00:51:59.644
of feel like a little bit like

00:52:00.405 --> 00:52:00.826
norm.

00:52:01.465 --> 00:52:01.726
Yeah.

00:52:01.947 --> 00:52:02.567
He's George went,

00:52:02.987 --> 00:52:03.668
I feel a little bit like

00:52:03.728 --> 00:52:05.751
norm and I get like perks.

00:52:05.871 --> 00:52:06.451
Maybe I can,

00:52:06.952 --> 00:52:08.172
maybe I get a free Uber ride

00:52:08.213 --> 00:52:09.454
for every a hundred bucks I spend,

00:52:09.494 --> 00:52:10.454
or maybe I get led in the

00:52:10.474 --> 00:52:11.976
bar an hour early or I get

00:52:12.016 --> 00:52:13.338
a free nachos or something like that.

00:52:13.677 --> 00:52:14.800
So it's not about the drink.

00:52:15.360 --> 00:52:16.400
It's about belonging.

00:52:16.822 --> 00:52:18.302
It's about where everybody knows your name,

00:52:18.443 --> 00:52:19.224
or at least you feel like

00:52:19.244 --> 00:52:20.125
everybody knows your name because your,

00:52:20.244 --> 00:52:21.005
your bug is on the wall.

00:52:21.286 --> 00:52:22.146
Here's why it works,

00:52:22.306 --> 00:52:23.849
according to Dr. Cialdini

00:52:23.889 --> 00:52:25.751
and his ideas on influence

00:52:25.771 --> 00:52:27.173
and levers scarcity.

00:52:27.574 --> 00:52:28.615
If I were to do this,

00:52:29.177 --> 00:52:31.139
I would do ninety nine mugs.

00:52:32.019 --> 00:52:33.320
Ninety nine bottles of beer on the wall.

00:52:33.360 --> 00:52:33.481
Right.

00:52:33.501 --> 00:52:34.601
We play with the ninety nine.

00:52:34.621 --> 00:52:35.382
Plus you still get Wayne

00:52:35.402 --> 00:52:36.983
Gretzky's number in their status,

00:52:37.143 --> 00:52:38.764
your mug, your name or your number.

00:52:39.103 --> 00:52:40.445
Quite literally visible

00:52:40.505 --> 00:52:42.005
prestige right there.

00:52:42.505 --> 00:52:43.025
Identity.

00:52:43.567 --> 00:52:45.027
Once you're a mug club member,

00:52:45.708 --> 00:52:46.708
you act like one.

00:52:46.989 --> 00:52:48.268
Like once you're a member,

00:52:48.329 --> 00:52:49.150
you act like one,

00:52:49.210 --> 00:52:50.210
not the other way around.

00:52:50.291 --> 00:52:51.351
Like first you have to make

00:52:51.391 --> 00:52:52.251
me feel something.

00:52:52.972 --> 00:52:54.072
This is the same way with children.

00:52:54.532 --> 00:52:55.914
When you start complimenting

00:52:56.114 --> 00:52:57.235
on a little behavior,

00:52:57.695 --> 00:52:58.876
when you say that's who they are,

00:52:59.396 --> 00:53:00.117
hopefully they start to

00:53:00.137 --> 00:53:01.378
make it part of their identity.

00:53:01.918 --> 00:53:02.878
And consistency.

00:53:03.139 --> 00:53:04.039
You paid for this.

00:53:04.380 --> 00:53:05.300
You have to show up to sort

00:53:05.320 --> 00:53:06.621
of justify that logical

00:53:06.641 --> 00:53:07.483
reason of why you dropped a

00:53:07.503 --> 00:53:09.344
hundred bucks to be in a mug club.

00:53:09.384 --> 00:53:10.244
It's also the same reason

00:53:10.264 --> 00:53:11.105
that a lot of bars will

00:53:11.125 --> 00:53:12.666
have softball teams or dart leagues.

00:53:12.947 --> 00:53:13.626
Consistency.

00:53:14.007 --> 00:53:14.768
And then unity.

00:53:15.128 --> 00:53:15.708
I'm in the club.

00:53:16.228 --> 00:53:17.088
You're in the club too.

00:53:17.369 --> 00:53:19.150
This is like the members only jacket,

00:53:19.369 --> 00:53:20.550
right?

00:53:20.889 --> 00:53:21.351
Concept.

00:53:21.371 --> 00:53:22.891
So how would I use this?

00:53:23.490 --> 00:53:23.811
I don't know.

00:53:23.851 --> 00:53:25.492
I think, Tony, you're doing this right now,

00:53:25.592 --> 00:53:25.831
right?

00:53:25.871 --> 00:53:29.432
Like you have not only therapy sessions,

00:53:29.472 --> 00:53:30.913
but you have like movement members,

00:53:30.952 --> 00:53:32.514
like almost like a gym membership.

00:53:32.954 --> 00:53:33.833
Monthly, annual,

00:53:33.914 --> 00:53:35.695
or wellness plan alumni club.

00:53:36.155 --> 00:53:37.335
Discounted performance

00:53:37.375 --> 00:53:38.996
visits or tune-ups if you're a member.

00:53:39.056 --> 00:53:40.596
You pay in, right?

00:53:40.615 --> 00:53:42.396
This is Amazon's idea, right?

00:53:42.496 --> 00:53:43.197
Free shipping.

00:53:43.737 --> 00:53:44.818
You're paying for it,

00:53:44.858 --> 00:53:45.878
like you're paying for it.

00:53:45.918 --> 00:53:47.219
We know this, I know this,

00:53:47.480 --> 00:53:48.139
but I'm not giving up my

00:53:48.159 --> 00:53:49.260
Amazon Prime membership

00:53:49.280 --> 00:53:51.081
because it just feels really,

00:53:51.121 --> 00:53:51.643
really good.

00:53:52.043 --> 00:53:53.244
And then how about recognition?

00:53:53.324 --> 00:53:54.784
How could a therapist or a

00:53:54.824 --> 00:53:55.465
clinic use this?

00:53:55.925 --> 00:53:58.246
Social media shout outs, exclusive gear,

00:53:58.606 --> 00:54:00.688
like the visuals say everything.

00:54:00.929 --> 00:54:02.269
I got this because I'm a member.

00:54:02.349 --> 00:54:03.610
You can't buy this anywhere.

00:54:04.010 --> 00:54:05.351
So I saw the mug club and I was like,

00:54:05.512 --> 00:54:06.052
I feel like there's too

00:54:06.072 --> 00:54:07.233
many psychological levers

00:54:07.393 --> 00:54:08.954
not to pull on in healthcare.

00:54:09.253 --> 00:54:09.755
And we're, and,

00:54:09.974 --> 00:54:11.014
and the bar is so low in

00:54:11.034 --> 00:54:11.795
healthcare in terms of

00:54:11.835 --> 00:54:13.016
innovation in marketing and

00:54:13.036 --> 00:54:13.637
something like this,

00:54:14.137 --> 00:54:15.657
that if you did a little bit of it,

00:54:15.838 --> 00:54:17.059
I think it would go a long way.

00:54:17.478 --> 00:54:18.659
And that's my steal this strategy.

00:54:19.106 --> 00:54:20.286
man, I love this.

00:54:20.367 --> 00:54:21.887
I'm trying to think of like,

00:54:22.487 --> 00:54:23.768
what is the thing that

00:54:23.827 --> 00:54:26.449
replaces the mug in our clinic?

00:54:26.489 --> 00:54:26.889
You know, if,

00:54:27.108 --> 00:54:28.168
if we were more of like a

00:54:28.269 --> 00:54:31.650
strength based club, I could see having,

00:54:32.050 --> 00:54:32.570
I see it on,

00:54:32.931 --> 00:54:34.271
on Facebook and stuff that

00:54:34.550 --> 00:54:36.552
like thick handle, uh,

00:54:36.692 --> 00:54:37.831
dumbbell or things that

00:54:37.871 --> 00:54:39.893
people have to be able to grip and lift.

00:54:40.632 --> 00:54:40.773
Um,

00:54:41.686 --> 00:54:44.528
I love the idea from a streak perspective,

00:54:44.568 --> 00:54:45.728
like protecting the streak,

00:54:45.768 --> 00:54:46.849
maintaining the streak.

00:54:46.869 --> 00:54:48.030
You have to keep coming in

00:54:48.110 --> 00:54:51.012
order to protect your place on the wall,

00:54:51.411 --> 00:54:53.413
protect your whatever it is.

00:54:53.873 --> 00:54:56.054
If you quit, if you stop, you know,

00:54:56.094 --> 00:54:57.976
you lose that opportunity.

00:54:59.005 --> 00:55:00.927
There are so many elements in this.

00:55:00.967 --> 00:55:01.807
The question is,

00:55:01.987 --> 00:55:02.969
what's it going to be like

00:55:03.028 --> 00:55:04.291
typical physical therapy?

00:55:04.451 --> 00:55:05.911
Are you going to get a yellow TheraBand?

00:55:06.333 --> 00:55:06.853
Yeah.

00:55:07.534 --> 00:55:08.835
Are we going to are we going

00:55:08.855 --> 00:55:11.057
to go Martial Arts Academy

00:55:11.217 --> 00:55:12.699
and be like you go from the

00:55:12.739 --> 00:55:14.280
yellow TheraBand to the red

00:55:14.320 --> 00:55:16.282
TheraBand to the black TheraBand?

00:55:16.342 --> 00:55:18.485
And it's like a system.

00:55:19.326 --> 00:55:19.626
I don't know.

00:55:19.646 --> 00:55:21.389
There's got to be something there.

00:55:21.849 --> 00:55:23.170
So I thought about this and

00:55:23.250 --> 00:55:24.311
I thought about names on

00:55:24.331 --> 00:55:26.512
the wall of everybody, like a plaque,

00:55:26.692 --> 00:55:26.891
right?

00:55:26.911 --> 00:55:28.952
So there's your name, member since,

00:55:29.094 --> 00:55:29.773
because I want to show

00:55:29.813 --> 00:55:30.954
Streak how long this

00:55:30.994 --> 00:55:31.894
person's been a member.

00:55:32.416 --> 00:55:33.056
And then I would do

00:55:33.115 --> 00:55:34.536
something where everybody's

00:55:34.617 --> 00:55:36.137
name would be reset on the

00:55:36.217 --> 00:55:37.038
first of the month.

00:55:37.398 --> 00:55:38.599
And then if you visited,

00:55:38.840 --> 00:55:40.840
you have to at least come once, obviously,

00:55:40.940 --> 00:55:41.121
right?

00:55:41.161 --> 00:55:43.021
And now it's like visited in June,

00:55:43.081 --> 00:55:44.023
whatever the month is.

00:55:44.422 --> 00:55:45.523
And then if you've done ten,

00:55:46.184 --> 00:55:46.985
Now you get moved over.

00:55:47.005 --> 00:55:48.365
Not only have you come once this month,

00:55:48.405 --> 00:55:48.865
it's ten.

00:55:49.266 --> 00:55:50.786
Did you come all thirty days

00:55:50.827 --> 00:55:52.268
or whatever actually is possible?

00:55:52.349 --> 00:55:53.469
And now you're the member of the month.

00:55:53.489 --> 00:55:54.730
Like, how do I beat that streak?

00:55:55.251 --> 00:55:56.512
I was at a clinic where they

00:55:56.532 --> 00:55:57.913
would always have a challenge.

00:55:57.932 --> 00:55:59.074
There would be two different challenges.

00:55:59.094 --> 00:56:00.153
It was a strength challenge

00:56:00.173 --> 00:56:01.034
and a mobility challenge.

00:56:01.295 --> 00:56:02.896
It was just written on a dry erase board.

00:56:03.197 --> 00:56:03.516
But who else?

00:56:03.836 --> 00:56:05.197
the fastest time or the most,

00:56:05.277 --> 00:56:06.398
whatever per capita,

00:56:06.458 --> 00:56:08.018
like it wasn't just a straight up lift.

00:56:08.039 --> 00:56:08.858
It was per capita.

00:56:09.438 --> 00:56:09.880
Um,

00:56:09.900 --> 00:56:11.320
they had their name on the wall and it

00:56:11.360 --> 00:56:12.460
was like, even if you're,

00:56:12.681 --> 00:56:13.340
so if you're in the gym and

00:56:13.360 --> 00:56:14.340
you're working out, you're like, Oh,

00:56:14.402 --> 00:56:15.862
what's the worm challenge?

00:56:15.902 --> 00:56:16.402
Like, Oh, okay.

00:56:16.422 --> 00:56:17.842
And the therapist would show it like, well,

00:56:17.902 --> 00:56:18.523
I could do that.

00:56:18.563 --> 00:56:19.643
Well, here's the stopwatch.

00:56:20.164 --> 00:56:21.545
There's your content right there.

00:56:21.625 --> 00:56:21.804
Right?

00:56:21.844 --> 00:56:22.005
Yeah.

00:56:22.744 --> 00:56:22.985
Okay, well,

00:56:23.005 --> 00:56:24.945
we're going to take a video of

00:56:24.965 --> 00:56:25.746
this because we've got to

00:56:25.766 --> 00:56:26.246
be able to prove it.

00:56:26.507 --> 00:56:27.728
Do you mind if we share it, right?

00:56:27.788 --> 00:56:30.028
So now you're gamifying and

00:56:30.048 --> 00:56:30.949
you're making it fun.

00:56:31.469 --> 00:56:32.731
I can get cheaper beer and

00:56:32.751 --> 00:56:34.110
cheaper vodka at home.

00:56:34.472 --> 00:56:36.873
I go to a bar for everything

00:56:36.992 --> 00:56:38.653
else because I want people

00:56:39.114 --> 00:56:40.135
to know my name.

00:56:40.195 --> 00:56:41.675
I want to be seen in places.

00:56:42.135 --> 00:56:43.096
So how do you take that?

00:56:43.155 --> 00:56:44.197
So I like where Scott's head

00:56:44.237 --> 00:56:45.097
is at as a t-shirt.

00:56:45.657 --> 00:56:46.077
I don't know that I'm

00:56:46.097 --> 00:56:47.538
wearing the same shirt every time.

00:56:48.257 --> 00:56:50.199
I think you give out gear,

00:56:50.478 --> 00:56:51.179
but there's got to be

00:56:51.320 --> 00:56:52.619
something when I walk in

00:56:52.719 --> 00:56:55.101
every time that pulling the

00:56:55.141 --> 00:56:56.581
mug down or I'm checking in

00:56:56.641 --> 00:56:58.262
and your front desk person

00:56:58.342 --> 00:56:59.483
moves the name over to

00:56:59.822 --> 00:57:00.902
they're in the house or

00:57:00.922 --> 00:57:01.643
they've been in the house

00:57:01.684 --> 00:57:03.003
or there's some play there.

00:57:03.443 --> 00:57:04.925
And it could be a hundred different ones,

00:57:04.945 --> 00:57:05.905
whatever one works for you.

00:57:06.206 --> 00:57:07.206
And that's my steal this strategy.

00:57:07.807 --> 00:57:09.588
yeah I I love it there's

00:57:09.788 --> 00:57:10.829
there it's got to be up on

00:57:10.849 --> 00:57:12.068
the wall it's got to be

00:57:12.268 --> 00:57:14.429
visible you know I'm

00:57:14.489 --> 00:57:16.110
thinking of some of the old

00:57:16.150 --> 00:57:17.610
stuff where like you have

00:57:17.690 --> 00:57:19.230
patient success stories up

00:57:19.269 --> 00:57:20.369
on the wall but again those

00:57:20.389 --> 00:57:21.110
are people that have

00:57:21.231 --> 00:57:23.090
succeeded and left we want

00:57:23.570 --> 00:57:24.751
somebody who's succeeding

00:57:24.811 --> 00:57:26.251
right now every single day

00:57:27.132 --> 00:57:28.771
um I love the idea of the

00:57:28.891 --> 00:57:31.132
buy-in but I I prefer the

00:57:31.172 --> 00:57:33.532
buy-in to be a physical accomplishment

00:57:34.012 --> 00:57:35.634
You lifted this much weight.

00:57:35.735 --> 00:57:37.016
You did this many reps.

00:57:37.036 --> 00:57:38.717
You attended this many sessions.

00:57:38.936 --> 00:57:39.797
Whatever it is,

00:57:41.679 --> 00:57:45.302
it can match the culture of your business,

00:57:45.342 --> 00:57:46.844
but the buy-in and the

00:57:46.884 --> 00:57:50.427
commitment has to be there so that, again,

00:57:50.588 --> 00:57:53.190
if they stop, they lose the streak.

00:57:53.710 --> 00:57:55.311
You want to protect that streak.

00:57:55.351 --> 00:57:57.012
How many days did I attend?

00:57:57.072 --> 00:57:58.454
How many reps did I do?

00:57:58.474 --> 00:58:01.197
And then-

00:58:01.601 --> 00:58:02.181
Go ahead.

00:58:02.201 --> 00:58:03.402
There was a world of beers

00:58:03.501 --> 00:58:05.103
near where we went to PT school.

00:58:05.163 --> 00:58:06.003
We went like there like

00:58:06.043 --> 00:58:07.503
three days before PT school started.

00:58:07.824 --> 00:58:09.065
And if you had, I don't know,

00:58:09.085 --> 00:58:10.905
a hundred or a thousand pints or whatever,

00:58:11.226 --> 00:58:12.525
you actually got your name

00:58:12.686 --> 00:58:14.507
on a plaque on the bar.

00:58:14.927 --> 00:58:16.347
And I joined that club and I

00:58:16.407 --> 00:58:17.268
paid my whatever.

00:58:17.288 --> 00:58:17.668
And I was like,

00:58:17.768 --> 00:58:18.929
I'm going to come here all the time.

00:58:19.268 --> 00:58:20.449
And then I never went back,

00:58:20.590 --> 00:58:21.269
but they got my money

00:58:21.610 --> 00:58:22.871
because the beers are too

00:58:22.891 --> 00:58:24.411
damn expensive at the world of beers.

00:58:24.472 --> 00:58:25.211
I was like, dude, man,

00:58:25.271 --> 00:58:26.032
I want a Miller lighter.

00:58:26.052 --> 00:58:27.032
I want a Corona right now.

00:58:27.092 --> 00:58:28.335
Like, I don't want to spend, you know,

00:58:28.416 --> 00:58:30.199
nine dollars on an IPA that, oh,

00:58:30.219 --> 00:58:30.981
you had to have different

00:58:31.001 --> 00:58:31.983
beers every single time.

00:58:32.224 --> 00:58:32.905
So they were trying to move

00:58:32.925 --> 00:58:33.867
their inventory, too.

00:58:33.907 --> 00:58:34.889
So they understood the game

00:58:35.170 --> 00:58:36.112
and they got my twenty five

00:58:36.152 --> 00:58:36.813
bucks or whatever.

00:58:37.355 --> 00:58:37.976
But then I stopped.

00:58:38.755 --> 00:58:40.476
So I love the Versa climber.

00:58:40.795 --> 00:58:41.775
That was one piece of

00:58:41.815 --> 00:58:43.097
equipment I always wanted,

00:58:43.157 --> 00:58:44.838
but I knew nobody would ever use it.

00:58:45.677 --> 00:58:46.719
Um, real quick.

00:58:46.898 --> 00:58:47.818
So I'm going to say this is

00:58:47.858 --> 00:58:49.000
my parting shot because I

00:58:49.019 --> 00:58:50.139
know we're running out of time.

00:58:50.719 --> 00:58:53.101
You mentioned moving inventory.

00:58:53.762 --> 00:58:54.702
I was listening.

00:58:55.061 --> 00:58:56.902
I think it was corner office again.

00:58:57.463 --> 00:58:59.003
They were no, no, it was somebody else.

00:58:59.023 --> 00:58:59.623
They were talking about a

00:58:59.724 --> 00:59:01.324
stock market for beers.

00:59:01.364 --> 00:59:02.085
Did you see that?

00:59:02.105 --> 00:59:02.204
Yeah.

00:59:02.505 --> 00:59:03.465
I've been in one of those bars.

00:59:03.987 --> 00:59:05.369
Okay, I've never heard of this.

00:59:05.409 --> 00:59:06.791
This is fascinating to me.

00:59:06.811 --> 00:59:07.753
So basically,

00:59:08.172 --> 00:59:09.735
the more people were ordering

00:59:09.775 --> 00:59:10.416
a certain beer,

00:59:10.436 --> 00:59:12.018
the price of that beer would go up,

00:59:12.038 --> 00:59:12.818
but then there would be

00:59:12.978 --> 00:59:14.561
less popular beers that had

00:59:14.601 --> 00:59:15.461
a lower price.

00:59:15.481 --> 00:59:17.423
You could purchase different

00:59:17.443 --> 00:59:18.766
beers at different price

00:59:18.806 --> 00:59:20.206
points any time of day.

00:59:20.947 --> 00:59:21.347
Again,

00:59:21.507 --> 00:59:23.090
I don't know how you bring that into

00:59:23.190 --> 00:59:23.809
our world,

00:59:23.869 --> 00:59:25.411
but it's a gamification

00:59:25.490 --> 00:59:27.492
strategy that makes it more fun,

00:59:27.532 --> 00:59:28.353
more exciting.

00:59:28.773 --> 00:59:30.594
And if we're going to talk about research,

00:59:30.755 --> 00:59:32.396
evidence-based practice,

00:59:32.896 --> 00:59:35.018
this is the evidence I want to follow.

00:59:35.438 --> 00:59:37.518
I want to follow how do I

00:59:37.539 --> 00:59:39.400
get people to want to move more?

00:59:39.440 --> 00:59:40.681
That's the only thing I care about.

00:59:40.920 --> 00:59:43.043
How do I get people to want to move more?

00:59:43.262 --> 00:59:44.603
that research is not in

00:59:44.663 --> 00:59:46.523
physical therapy or it is, it's,

00:59:46.583 --> 00:59:47.503
it's this small that

00:59:47.563 --> 00:59:48.804
research is in psychology.

00:59:48.864 --> 00:59:50.144
That's Pokemon go.

00:59:50.204 --> 00:59:52.266
Like we do a masterclass on

00:59:52.326 --> 00:59:53.726
Pokemon go and go,

00:59:53.806 --> 00:59:55.065
how do I figure that out?

00:59:55.126 --> 00:59:56.407
Or how do I get Pokemon go?

00:59:56.827 --> 00:59:58.007
The funny part is with,

00:59:58.327 --> 01:00:00.148
so my parting shot will be, uh,

01:00:00.188 --> 01:00:01.387
the monkey bars as I make

01:00:01.407 --> 01:00:03.648
this monkey bar motion is I

01:00:03.708 --> 01:00:05.188
know you want to gamify and

01:00:05.248 --> 01:00:06.690
I know you want to move forward.

01:00:06.889 --> 01:00:08.449
The only way to do that to

01:00:08.590 --> 01:00:10.391
truly move forward is you

01:00:10.431 --> 01:00:12.094
got to let go of some of

01:00:12.134 --> 01:00:13.135
the old things you have to

01:00:13.175 --> 01:00:14.476
do low ride out the only

01:00:14.496 --> 01:00:16.018
way for Disney to put in a

01:00:16.059 --> 01:00:17.199
new ride so people would go

01:00:17.239 --> 01:00:18.242
I've got to come back

01:00:18.601 --> 01:00:19.864
Disney understood I got

01:00:19.884 --> 01:00:21.224
some freak Disney people I

01:00:21.264 --> 01:00:22.347
love you but going like

01:00:22.367 --> 01:00:23.128
three times a year as an

01:00:23.148 --> 01:00:23.989
adult is a little weird for

01:00:24.009 --> 01:00:25.610
me but those people are

01:00:25.650 --> 01:00:26.210
always going to come

01:00:27.014 --> 01:00:27.213
Right.

01:00:27.414 --> 01:00:28.815
So you're getting new people to come.

01:00:29.115 --> 01:00:30.356
Or how do you get those

01:00:30.396 --> 01:00:32.579
people to come back and spend more?

01:00:32.958 --> 01:00:34.420
Disney had to get rid of the

01:00:34.460 --> 01:00:35.780
teacups eventually or

01:00:35.900 --> 01:00:37.382
something because he only

01:00:37.422 --> 01:00:39.523
had a hundred thousand acres,

01:00:39.543 --> 01:00:40.025
whatever it was.

01:00:40.425 --> 01:00:42.146
So he let the audience tell

01:00:42.186 --> 01:00:43.327
him not with the survey.

01:00:43.887 --> 01:00:45.268
They voted with their time.

01:00:45.528 --> 01:00:47.130
The whatever ride got the

01:00:47.190 --> 01:00:48.711
fewest turnstile spins.

01:00:49.371 --> 01:00:50.012
is gone.

01:00:50.333 --> 01:00:51.634
And it just, poof, it disappeared.

01:00:51.753 --> 01:00:53.835
And people were pissed emotionally,

01:00:54.496 --> 01:00:55.538
but then why didn't they write it?

01:00:55.757 --> 01:00:56.338
They would have told you

01:00:56.358 --> 01:00:58.199
they love the teacups, but it's boring.

01:00:58.260 --> 01:00:59.161
So they had to move that out

01:00:59.181 --> 01:00:59.762
so they could get the new

01:00:59.782 --> 01:01:00.623
Star Wars right in there.

01:01:01.003 --> 01:01:01.943
We're back on Tuesday.

01:01:02.304 --> 01:01:03.525
Dave Kittle will most likely

01:01:03.565 --> 01:01:06.268
be here unless he's still

01:01:06.288 --> 01:01:08.130
got that voice issue or

01:01:08.150 --> 01:01:09.570
he's gone over the falls in

01:01:09.610 --> 01:01:10.192
Niagara Falls.

01:01:10.652 --> 01:01:11.572
uh take a listen to the dave

01:01:11.592 --> 01:01:12.992
kittel show learn medicare

01:01:13.032 --> 01:01:14.474
billing uh and we should

01:01:14.534 --> 01:01:15.635
probably start growing the

01:01:15.675 --> 01:01:17.076
facebook group or do a side

01:01:17.115 --> 01:01:18.356
I was just thinking like we

01:01:18.376 --> 01:01:19.177
just talked about creating

01:01:19.257 --> 01:01:20.797
community around a mobile

01:01:20.818 --> 01:01:22.157
therapist or whatever maybe

01:01:22.177 --> 01:01:23.518
we want I know we we capped

01:01:23.579 --> 01:01:24.860
that one facebook group

01:01:24.880 --> 01:01:26.380
we're at a thousand people

01:01:26.501 --> 01:01:28.001
I like that scarcity maybe

01:01:28.041 --> 01:01:28.822
we have a different one or

01:01:28.842 --> 01:01:30.322
maybe we let we only let a

01:01:30.402 --> 01:01:31.824
hundred people in if they

01:01:31.844 --> 01:01:32.963
can prove they somehow did

01:01:33.043 --> 01:01:34.465
something right we'll talk

01:01:34.505 --> 01:01:35.405
about that on tuesday have

01:01:35.425 --> 01:01:36.025
a great weekend guys