Happy.
I almost said Tuesday.
I almost lost two days there.
Happy Thursday.
We're closer to the weekend.
I promise.
Happy Thursday here at PT Breakfast Club.
Jimmy and Tony minus Dave.
Rumor is he either fell off
Niagara Falls or he partied
so hard in Niagara Falls
that he does not have a voice right now.
I was watching for a barrel.
I thought for sure Dave was
going to go in a barrel over the falls.
Do you remember?
I think it was Woody
Woodpecker in some of the old cartoons.
That was like a thing.
It was like – and stunt people.
That was like how they
wanted to put their mark on the world.
I was in Niagara Falls two weeks ago,
and that was the second
time I was ever there.
It was the first time I was
ever there during the day.
And at night, I got to be honest, man,
waterfall, not that impressive.
During the day, very impressive.
I'm kind of a daredevil kind of guy,
a little bit of an
adrenaline – I wouldn't
call me an adrenaline junkie,
maybe an adrenaline seeker.
Nothing about that said we
should jump off of this.
Nothing.
So I remember, um, you know, there,
there's still people that will do it.
There's like modern versions of the,
of the, um, what, what was I saying?
The barrel?
What is it?
What were they going over in?
In a barrel.
Yeah, in a barrel.
Yeah.
Anyway,
this was really all about attention,
right?
It's all about doing
something to garner attention,
to get eyeballs appropriate
for today's topic.
I want to talk about marketing.
I want to talk about attention.
And if I go back probably a decade,
if Jerry Durham is listening,
he probably remembers this.
He and I were some of the
only therapists that were saying,
you probably don't need
more new patients.
You probably have enough
patients in your history,
in your database.
What you need is to get
those patients to complete
your plans of care.
You need those patients to
become lifetime patients, never quit,
never stop coming.
They always have a need.
They always have a problem.
And this is something...
that while I still maintain, you know,
we don't spend a penny on
marketing because we have a
database of tens of
thousands of past patients.
I can always flip a switch
and fill my clinic tomorrow
if I needed to.
There are therapists out
there who do need patients.
They're going from zero to one.
They're going from one to ten,
ten to one hundred.
So I was hoping we could
dedicate today to talking
about different marketing ideas,
some strategies.
I threw some stuff in the private chat.
Yeah.
But let's start with the
resources that people
probably already have.
Past patients, what are you thinking?
Right.
Well, I want to set this up with –
uh a line from alex hormozy
and it's like those things
that you know I don't know
there's got to be a word
for them it's probably a
german word for them
there's always a german
word for everything which
is something when someone
put words to something that
you're like yeah I knew
that but you gave me like
this so hormozy said listen
look let me break it down
for you and he like does it
in this form of the way
where he like looks right
in the camera and he's like
there's only three ways to
make money he's he essentially said
You get the people,
you get more customers.
There's your zero to a
hundred percent of your capacity.
Then you get those people, right?
Who you've already got to spend more money,
right?
Get them to spend twenty
dollars on an upsell or you
get those people to come
back more frequently.
That's it.
And he said,
if you can figure out more
ways to do that,
I'll give you a million dollars.
I want you to come and teach me.
So I want that to be in
people's mindset because I
think the first one is
constantly on people's mindset,
which is I need to get more new people.
And we had this mindset in radio.
Because the idea was if you
piss someone off with your radio station,
they're not really growing
new people here.
Like in our geographic area, right?
And when I was in radio,
it was in Northeast Pennsylvania.
Now,
some people leave and some people move
in.
But let's just pretend that
rate is always the same.
It's always the same amount of people.
So don't piss those people off.
But since we only have those
people at our disposal, right?
The idea was how to get them
to listen more frequently
or how to get them listen longer.
That's it.
I know it's radio to health
care or radio to business.
Same thing.
I want you to have those
three things in mindset.
So where do you want to go first?
Just kind of what are some
things that you're seeing
right now on the media side
garnering attention that
seems to be working?
I can tell everybody,
and I'm happy to share,
for me right now across all social media,
Facebook business page is
outperforming everything else.
It's the simplest thing.
I'm still doing a little bit
of paid ads just because
it's fun and I want to figure this out.
But the vast majority,
well over a million views a month,
all comes from organic content.
Now,
I know that this is organic spread
across the whole country.
It's not local.
These aren't people that are
coming into my clinic.
But from an attention perspective,
I just ran a report.
I think over the last ninety
days I did around four million views,
all organic, all totally TikTok,
Instagram, YouTube.
They're all still growing.
But like by a mile,
organic Facebook business
pages is my best reach.
The thing I noticed was a
downtrend on a different platform.
And I think this was about
three to six months ago.
LinkedIn was going real,
real heavy on video.
They were putting videos in
different ways.
And I feel like all of a
sudden I just noticed it's sort of gone.
Like they were like, we're video too,
everybody.
And.
So I took the strategy of, well,
everything that I was
producing really for
Instagram and YouTube Shorts,
I'll just put it on LinkedIn.
And it has gone nowhere.
So I just, I stopped, to be honest.
Like, I'd rather not.
If you're not going to be
doing something well, like,
don't do it at all.
And it didn't mean the video
content wasn't good.
and then it wasn't playing there well.
So what I did notice,
I'll end it with a good
thing I noticed on LinkedIn
is that polls and asking a really,
really poke the bear sort
of question does get people talking.
And when people do,
I see the impressions go way, way up.
I'm seeing like some single
post with a question or a setup, you know,
sort of a context and then
a question like, well, what do you think?
That'll get five figure impressions.
And a little trick that I do,
and I don't know if this is like
like bad strategy or great
strategy is I'll notice
someone will comment on it.
Like someone will drop a comment.
I'll see it in my feed.
And I'm like, what post is that from?
And it's something from two
or three months ago.
And I'm like, oh, that's cool.
They found that thing from
two or three months ago and
they're interacting with it.
I'll repost that.
That's like my cue.
Like, oh, someone found it valuable.
Someone found it like maybe of the moment.
I repost it and usually I
see five or six other pings on it,
either an interaction or
someone actually reposting
dropping their two cents on those things.
So that's the LinkedIn
strategy that isn't working.
And then the LinkedIn
strategy that I saw that was working.
You know,
I never consider reposting my own stuff.
That's a great idea because
they're old posts that did
really well on LinkedIn and
they're completely gone.
Like, I don't even think about it,
but reposting it,
that's something I should do.
How are you changing or
adapting to the audience
across the different profiles?
Are you doing anything different?
Because you're more...
direct PT to PT,
whereas I've got the PT to
consumer and then
separately I've got PT to PT.
Yeah.
It's funny you mentioned that.
So I just took a cross
country flight for six
hours and then I took the
cross country flight back for six hours.
So the good thing was I had
like no wifi or limited
wifi or crappy wifi.
So I did a lot of thinking
and I started noticing like, Hey,
take a look at what's doing well.
And what do you like to
create and what's doing well?
And where that crosses over
was a smaller part of that Venn diagram.
Then why are you doing the other stuff?
So I started looking like
that Pareto principle, eighty, twenty.
And I was like, okay,
I got six hours on this plane.
What is it?
So it's funny that you
mentioned this because I
was actually texting
someone else that I'm
helping do this similar thing.
I was like, take my paradigm,
what I'm finding here and
play around with it yourself.
I gave her actually the GPT
I was playing with and said,
run your thoughts through
this and see what it says.
So the short form strategy I
used to have was do lots of
podcast interviews and then
find the great moments and share them.
And those perform pretty okay.
When the Opus clips of the
world and the AI editors first came out,
I was like, I turned to my editor,
I'm like, we're gonna get like,
twenty clips per episode
and we're gonna flood the
market with short form
video and we're gonna dominate.
And then I realized that I was honest.
I was like,
are there twenty great moments
in a thirty-five minute
long podcast interview?
No.
So I did two things.
One,
I changed the questions I was asking
to get those better moments.
So towards the end of some newer episodes,
if you've listened,
I'll play a quick game,
essentially rapid fire questions,
all based on the topic or
the area of expertise of the guest.
Really,
that's a short form video question
session,
but I leave it in because it's
pretty good.
So I'll give them a question, sink or swim,
like it or flush it, whatever I'm doing,
I twist it to them.
And I just say, answer,
is it like it or like it or flush it?
And then why?
One sentence, why?
So I'm taking those short
form clips because you can
share now up to ninety
seconds or something,
one hundred twenty seconds.
And I'm saying those are great.
But I don't know if I have a
hundred and twenty seconds of great.
I'd rather have fifteen
seconds of awesome than
forty five seconds of OK
and fifteen seconds of terrible.
They're not listening.
So I'm parsing everything
down and I'm seeing the short,
short form.
is doing really well.
So what I'm doing is
normally you see those
videos where Jimmy looks
into the camera and Jimmy
ruins healthcare.
I'm coming up with those
ideas on the spot and then saying, oh,
let me shoot a video.
I'm very reactive.
So on the plane,
I decided to get proactive.
So I went into ChatGPT and
found five pillars that I
either want to be an expert in,
or I just like learning about.
And I figure while I learn, I'll learn and
teach right so I've the five
pillars I came up with a
hundred concepts each so
that's five hundred and I'm
gonna create five hundred
short form videos and share
those and I'm not a math
major but when you create
five hundred short form
videos a hundred each
across the five pillars
that's more than if I
shared a video a day for a
year so in theory I can
start to now see what did
well in january and maybe
now start to do two videos
a day or three videos a day
three to six months into
that strategy and replay,
taking a nod from SportsCenter,
the greatest hits and start
to recycle the ones that resonated.
So I'm going to try this strategy.
I'm going to dedicate a long weekend to...
writing and recording these
things and then pass them
off to someone who's better
than editing than me and
really give it the judge.
And then the hardest task, I think,
would be scheduling these
damn things because you've
got to now do manually or
as manually as you can
schedule those things.
So that's my short form,
my long term short form
strategy in the next three to six weeks.
I'd like to have that done and started.
So I wonder,
I'm thinking about how we can
take that idea,
bring it into somebody who
wants to attract new patients.
And I remember years ago, I mean,
this has been common knowledge.
When you first get on YouTube, you think,
oh, what video am I going to make?
And then you realize the
people who are successful on YouTube,
they have the video topic already.
They have the thumbnail.
They don't even record the
video until they think
about the thumbnail and the title first.
Then they record the video.
You basically did the same thing.
You're like, okay,
these are the things that
need to be shared.
I find myself when I'm
looking at patient care,
I understand there's value
in patient care when I'm
treating a patient right
there in that moment.
But I also want to curate
that patient care
experience to extract the maximum value,
both for me and my patient.
My patient gets the benefit
of working with me as a therapist.
I shared a post,
and I want to hear your perspective.
When do you stop treating
simple cases if you want to
be a great therapist and
you want to make more money
and you want to do more
challenging things?
That's a separate topic, but...
Now I find myself in the
middle of patient care thinking, okay,
I'm going to do this blaze pods clip.
It's going to be good for the patient.
It's going to be good for my media.
This is something I'm going to share.
I shared a little bit of ad
copy last night where I said, hey,
I'm getting a lot of
patients who don't want to
do the pain meds after a
knee replacement or
minimize pain meds after a
knee replacement.
Okay.
I try to tell everybody, look,
you don't need to take pain
meds an hour before therapy
like everybody tells you to
because I'm not going to force the knee.
I'm not going to make this a
painful experience.
Now I've got NuFit,
the newbies in the clinic.
I've got an alternative way
to modulate pain.
that doesn't require pharmaceuticals.
So I'm like, why am I not leveraging this?
Why am I not talking to the
person who says,
every time I take pain meds, I get sick,
I get nauseous, I get constipated,
I don't think clearly,
I don't want to take pain meds.
Now I should be
communicating that message.
So the social media content
is kind of curating some of
the things that I'm doing
in the clinic with actual patients.
I do think it benefits everybody.
I'm not sacrificing patient
care to get the content.
The two work together.
And this is probably part of
the reason why that content
is doing so well on social media,
because real people, real experiences,
real problems that they're dealing with,
that even if they're never
going to be my patient,
they want to see what people are doing.
So just the only thing I
would change out of that
little explanation is you
said it would be really
good in the moment.
You're saying I'm going to
I'm going to do this explanation.
It's going to be really good
for the patient.
It's going to be really good
for my social media.
Just change that phrase social media.
It's good for any potential
patient who's not in the room.
Yeah, that's it.
That's why it works.
That's why that one knee
post you shared has a million views.
It was people are curious
enough because as narrow as
total knee replacements are,
you either are someone or
know someone who is about
to is going through or just
went through those things.
It's the six degrees of Kevin Bacon.
Yeah.
And it's curious, like, well, what is this,
right?
I mean, I get sucked into, like,
these random corners of social media,
these videos that I don't
have any interest in,
and yet it's interesting
because it's weird.
It's something I don't do or know,
and therefore you've got me.
So you had just said something, shoot.
And I was like, oh, yeah.
So going back to Think Media
and a lot of the OG YouTube
channels that just grew, they said,
stop thinking about the algorithm.
Stop thinking about how to
game the system and think
of the audience.
Think of the person,
the person who wants to watch the video.
What does that person want to see?
What is going to keep that
person's attention?
And even for myself, you know,
when I reverse engineer my
consumption of media,
the second there's a half a second pause,
it's gone.
Like I'm not I'm not waiting
for that person to take their breath.
to think about what they're going to say,
to then start with some
long-winded explanation.
I want the content right this second.
And that's changed for me
over the last ten years.
My media consumption,
it has to be a little quicker.
It has to be more succinct.
It has to be immediate
gratification or I'm off to
the next video because
there are just so many videos out there.
I know you're a fan of The Corner Office,
right?
You watch that.
We were just,
I was watching it this morning.
He was talking about
engaging the audience in
the behind the scenes.
And you and I have talked
about this a ton.
If I was starting a mobile practice today,
we told Dave the other week,
go do a day in the life of video.
But like,
let's talk about how we can
potentially bring new
clients into our ecosystem
by showing them what we're doing
Even if we don't have any clients,
like even if I don't have
my first patient yet,
I'm thinking about a problem.
That's a common question.
I'm answering that question in real time.
I'm sharing that information
with the audience.
What are some ideas that
somebody could be doing
right now if they want to
move into the space of...
Direct access, primary care,
musculoskeletal.
I'll share some things that
have been popping up on my side,
but any thoughts about like,
how does somebody start from zero?
What can they start sharing?
You start and then I'll chime in.
I've got a few ideas.
So I always used to get these questions,
right?
Well, if I want to lose weight,
what do I do?
Lift weights or do cardio?
If I have an acute injury, what do I do?
Heat or ice?
I mean,
I just got this question three
times yesterday in the clinic.
My shoulder hurts.
My back hurts.
My knee hurts.
Should I put heat on it or ice on it?
It doesn't matter.
Like pick something.
You can be me,
which is I'm going to say it
doesn't matter.
It's all about sensation.
Use whatever feels good.
You can pick a side.
Oh, it's an acute injury.
You have to put ice because
ice supposedly reduces
inflammation or you go the opposite.
You go counterculture and you say,
don't you dare put ice on
an acute injury because we
want the inflammatory
process to happen like that.
You pick something,
but you find those
questions that you know the
consumers are asking and
they're searching for.
And then you can also go down the road.
And I shared this yesterday.
We have three patients on
caseload right now.
They were sent to the
hospital outpatient clinic.
They couldn't get in for six weeks.
They either knew us or didn't know us,
but we're looking for an alternative.
And from the minute they called,
they were in my clinic the same day.
The hospital six weeks.
You can see me this afternoon, you know,
and the part that surprised me was.
which we should talk about.
When we get a new patient,
we're very patient focused.
We're like, so what works best for you?
What would you like to do?
You can do twice a week,
three times a week.
This is what I would recommend.
The hospital doesn't do any of that.
I just realized the hospital books,
twelve sessions,
doesn't even ask if those
days and times are good for the patient.
The patient comes to me and
shows me these are the
appointments they gave me
six weeks from now.
I don't want to do any of these.
So you could address that.
You know, hey, if you're in pain,
you're suffering and you
don't want to wait six weeks,
we can get you in today.
If you're dealing with acute sciatica,
this is what I would do right now.
Yeah,
it was funny because we had just shared,
you had just shared, I think,
a video of some commercials
where it was like
McDonald's versus Burger King.
And back in the day,
and every once in a while, people will go,
brands will go head to head.
This happens a lot in sports marketing,
like throwing shade, right?
And trying to roast the other brand.
But could you, as an outpatient therapist,
essentially highlight the
problem of long wait times?
Yeah.
um I think you could you
could do it in a playful
way which is throwing fun
like that's super narrow
though I'm just worried
that like you have to meet
that person at the right
time and here's what I mean
because you aren't the only
person talking about this I
feel like maybe you started
it and a bunch of people
chimed in which is I go to
the hospital for something
and next thing you know I'm
just scheduled for twelve
visits at the outpatient
clinic because this is what my insurance
said I have to do,
or my doctor said I have,
I do not know that there are any options.
So I just go.
And that's really smart.
If you're work for the hospital, like,
I mean, you can be mad at them, but like,
that's smart.
They have a patient right
there in front of them.
They have an outpatient clinic and they go,
I got you scheduled.
And they're like, Oh, okay.
I'll just go along.
Right.
That's going to work a lot.
So how do you wedge yourself in there?
Oh,
that's tough because you have to hit
that person at the right
time before they go to that
first appointment.
outpatient hospital site visit, right?
I mean, that's a timing thing.
Or that's your whole thing.
Or that's an ongoing pillar
of we can get you in
whenever you need it.
It needs to be a big enough
problem that that's your Avis,
we try harder.
things so take a look at
lucas's comment here but um
somebody mentioned
something kind of similar
to that yesterday and
basically somebody was
saying why are patients so
passive why do they just
let that stuff happen and
my perspective is because
most of them don't really
care most of them don't
want to go to therapy
Most of them are happy to
wait six weeks because
maybe they'll save some money.
Maybe the problem is going to go away.
Maybe something else will happen.
I always joke with my wife and I'm like,
you know what?
Yes,
I could stay and do all of the
documentation for today.
But you know what would break my heart?
If I stayed an extra two hours,
did all of my documentation,
if I wasn't using an AI scribe.
And I got in my car and got
hit by a semi truck on the
highway and died.
If I died and all my notes were done,
that would be devastating
to me because on his
tombstone died with seventy
five outstanding notes unsigned.
Keep going.
I just I can't I can't bear
to think that I could have
been doing something with my kids,
with my family, with whatever.
Or, hey,
if I wouldn't have stayed in the
clinic to do my notes,
I wouldn't have got hit by
the semi truck.
Right.
Yeah.
So point being.
I think most outpatient referrals, most,
just don't really want to go.
They don't have the urgency.
They don't have the need.
It's kind of a nuisance problem.
It's on the back burner.
Now,
the three that I have in the clinic
right now that were sent to
the hospital and then came to me,
these are genuine problems.
These are individuals that had acute...
urgency.
They had real problems.
They could not wait, would not wait.
And they needed to see somebody right now.
Ironically, these are the best patients.
These are the patients that
don't cancel or no show.
These are the patients that
are more than happy to pay
toward their deductible or
the co-insurance or copay.
These are the patients that
I can have a genuine impact
right now on the acute
symptoms they're dealing with,
as opposed to so many of
the other people that
they'll come if it's covered,
they'll come if it's not
interfering with the hair appointment.
So we market the high urgency.
And to your point,
is there a big enough audience?
Maybe not for somebody who's
got twenty clinicians to keep busy.
Right.
But for a small provider,
how many clinician or how
many patient visits can I
even do in a day?
You know, like, yeah,
there's plenty of audience.
Social media will get my
content in front of the
right people at the right time.
I just need to put the content out there.
So Lucas, let's read Lucas's post,
his comment as he's live.
Thanks, Lucas.
Lucas is coming up on the
podcast pretty soon, too.
Looking forward to that.
Lucas says perhaps two in
the weeds for the topic.
First of all, Lucas, never,
never to never too much in the weeds.
That's where the fun stuff happens.
But he says,
I interpret our current
culture as being relatively
skeptical of medicines and
more interested in alternative options.
It'd be very difficult to
disagree with that.
People are always looking
for the thing that can do it faster,
cheaper.
The weirder it looks, the more it hurts,
the more expensive it is,
it must be better.
That's sort of coming true.
Making the community prime
to look for new ideas.
What are your thoughts on
current attitudes guiding some of our
guiding some of our outreach ideas,
where does EBP fit into it?
This is also like a roller coaster.
When I first graduated,
anything that wasn't like a
hundred percent proven and locked in,
I would take a dump on and I'd be like,
that's dumb.
I would look at people and be like,
you're stupid.
Maybe I wouldn't say you're stupid,
but that would definitely
be the thought in my head.
And now I have like,
I don't know if I've
completely flopped or flipped, which is,
does it make you feel better?
And if people are like, yes, I'm like,
is it hurt?
Is it the potential to hurt you?
Like, no.
All right, well, let's add that.
Yes.
And what else are we doing to that?
So to Lucas's point, I think I'm right.
I think I'm interpreting this right,
which is like, if someone says,
I've got shoulder pain,
I'm trying this cupping thing,
and maybe cupping doesn't
have the evidence-based practice,
the robust literature
behind it to say that it's
going to get the outcome it should,
I'd say...
Old Jimmy would say, that's garbage.
That's actually – Michael
Phelps was doing it on the Olympics.
That's why it's so popular.
But other than that, it's just garbage.
I would say, how does it feel?
Do you like it?
How are you experiencing it now?
Awesome.
What else are we doing?
Are we also strengthening that shoulder?
Are we also getting more
range in that shoulder?
So I think people are very
much primed for looking for –
the yes.
And the tech, I mean,
technology's everywhere.
How are we adding the end to your,
to your point, you know,
bringing in shockwave,
bringing in a bunch of
technology is satisfying
that itch of saying,
but I want to feel like
this is something different
than just someone rubbing
butts or ranging a shoulder.
And we know,
we know from psychological
literature that we make
decisions emotionally and
And then back them up with logic.
I really like your shirt, Susie.
I got it on sale.
Like I just said an
emotional thing that I liked your shirt.
And it's weird because females do this.
Then they automatically go
back to a logic.
Like, well,
I bought it because it was cheap.
I made a good financial decision, right?
Like it's funny how we do that.
So why aren't we playing into that?
Why aren't we saying I noticed this?
How do I yes and this?
And I think the issue is, yeah,
we as a culture are
generally more distrustful
than we probably ever have been,
likely because we have
access to more information,
both good and bad, positive and negative.
I mean,
I always say like Instagram is a
cesspool of interventions.
The stuff that I see
floating across Instagram
is just disheartening,
borderline disgusting with
what are you watching?
Promoting and pushing.
Well, that's a problem.
The more crazy stuff you watch,
the more crazy stuff you get.
Right.
We should do an episode
where we all open our
Instagram and then we open
our For You pages.
Just open them and then show
them to the camera.
What's on your For You page?
But keep going.
Well,
now that my kids are old enough to
get on the computer, I have to curate my,
you know,
I need to watch a bunch more
nature stuff to make sure
my kids aren't seeing...
They're over here watching
landscape and duck videos
just to get that to scrub
your for your page.
On my Facebook across the top,
there are the whatever stories and stuff.
I'm like, I never watched this.
And this is what Facebook is
pushing my way.
Clearly Facebook knows more
about me than I know about me.
But anyway,
going back to evidence-based practice,
it's like, well,
what evidence are we looking for?
To your point,
there's evidence in marketing,
there's evidence in
psychology and how we
consume our behavior.
The evidence in, quote, physical therapy,
I think it's pretty weak.
We can look at so many
interventions that have been disproven.
We can look at surgical
interventions that have
been no better than sham.
We bring in some of the behavioral stuff.
If I make a big enough, you know,
theatrical event around an intervention,
it's going to be more powerful.
We look at placebo studies.
We look at all of those things.
So I think we want to say, oh, well,
very clearly the evidence
suggests you do this and
this and this and you will be fixed.
But there's more evidence about,
do you like your therapist?
Do you trust your therapist?
How much did this intervention cost?
Was it free?
Because it's free,
probably not going to be as
effective as if I have to
pay a thousand dollars for this.
One of my favorite,
I can't think of her name right now.
She is a researcher.
She's got a ton of research
on tendinopathy.
Maybe her last name was Cook.
Anyway,
She says, look,
if I charge a thousand
dollars for therapeutic
exercise prescription,
it is going to be more
effective than if I give it
away for free.
You know,
so what evidence are we choosing
to support the decisions
we're making in in the clinic?
Because we can probably find
evidence to support
whatever we want to do.
The funny part is this
parallels several different
conversations that we're
having at once in a couple
different Facebook groups that we're in,
which is, one,
should PTs only be doing evaluations?
Well, I'm angry I'm not making more money,
but I know the more I do these things,
the less money I make.
So what I'll do is keep doing those things,
keep getting mad,
and keep posting on
Facebook about how angry I
am at the insurance company.
I got news for you.
Thank you.
They're not,
the insurance company is not
in your Facebook group and
they don't care and they're
not going to care.
So it's funny how people
will bitch about the same
thing over and over again
and not change anything to
get there while treating
patients that are bitching
about the same problem and
not getting anywhere while
you're telling them this.
So while I see those
therapists bitching about
patients who don't do
anything to get anywhere
while they're bitching
about not getting paid but
not doing anything different,
this is a hamster wheel.
And it's the people who do
the different things
that leave and we never hear
from those people again we
assume they drop off nope
they found they listened
took the advice found a
different way are doing a
different way and now they
have wait for it nothing to
bitch about that's why
they're not in their
bitching and they're not in
those conversations because
they understand what's the
phrase from uh is it ben
franklin I don't know it's
one of those old guys where
it's it's um hard it's
It's harder to convince
someone that they've been fooled.
Like once, once you've been fooled,
it's really hard to unconvinced.
Someone's going to drop it in the quotes,
ask chat GBT, but it's E it's easy to,
it's easy to fool someone.
It's super hard to convince
them that they've been
fooled because they have to
emotionally admit they fell
for something.
or they're not willing to change.
And that's hard because you have to admit.
Scott is asking about a treatment thing.
Do you think that's why cold
laser treatment has never
really exploded since
patients don't feel anything happening?
Oh, I see what you mean.
Like if cold laser had a
setting where it could feel colder,
I was just in a doctor's office every day.
He had an entire like part
of his like part of his
facility based on one of
those cryo chambers.
And I was like, how's this doing for you?
And he goes, oh,
it paid for itself six years ago.
He goes, now it's just it's there.
And I and I brought up we
talked about low ride out before.
Right.
No, I don't think so.
So low ride out is a concept
that I learned from Disney.
Let's say Disney has a
hundred acres in his park, right?
Do you ever,
you've been to Disney world or
you've been to a park like that?
Yeah.
So you pay one price,
you ride as many rides as you want.
You're only limited by your
time and how long you want
to stand on a ride.
You can go ride fifty crappy
rides or you could ride six
really good rides.
That's just how time works.
So ask yourself why before
you get on every ride at
Disney World or Disneyland,
there's those three prong things,
the turnstiles.
Like, why are they there?
Is it crowd control?
Like, no, they're counting.
This is consumer behavior in plain sight.
So what Disney said was
every year we look at the
counts on all the rides and
we don't keep the teacups
around because we've always
had the teacups.
We take the lowest ride and it's gone.
We take the ride down and now we have,
I don't know,
five thousand square feet to
put a new ride in.
So the idea is the lowest
ride is always out because
something new has to come
in or else Disney World stays stale.
This is that same question.
Like if you replace a board on a ship,
you keep replacing boards.
Is it the same ship or is it
a brand new ship?
Right.
You want it to be a brand
new ship that looks like the old ship,
but you want to make sure
it's modernized.
And I don't know if our
profession does that well enough.
We keep hold like that.
If we were if we were on
monkey bars as a profession.
You have to reach forward.
I think we try to do that a lot.
We do a lot of reaching forward.
We want to progress.
The problem is in monkey
bars is you have to let go
of the backhand and swing forward.
We do a lot of the reaching forward.
We don't do a lot of the letting go,
and I think that's why we
just stay still and we
swing back and forth.
I called it the monkey
humping the football.
A whole lot of moving around,
but not a lot happening.
That's what we do in our profession.
We look like we're doing a lot of things,
but we're not letting go,
so we can't move forward.
Yeah, and to Scott's point, you know,
whether it be cold laser or
just therapeutic exercise,
we know from plenty of history,
if we add elements,
if we add gamification into it, if we add,
you know, that variable reward into it,
if we add these things into it,
it becomes more effective, period.
Like there is zero doubt in my mind.
So the question is,
Are we doing things that we
want to do and only we want to do?
This, of course,
leads into the one-on-one
therapy argument.
Or are we building an
experience that our patients,
our consumers want to experience?
I think that...
there's different kinds of
practice owners.
They're going in different directions.
Um,
but bottom line is the evidence air
quotes,
evidence isn't just coming out of
physical therapy, research journals.
The evidence should come out of education.
The evidence should come out of sales.
The evidence should come out of marketing.
It should come from anything
out there that helps us
improve our patient
experience and move our
patient toward their goal.
So, um,
A quick one that I wanted to
mention going back to some of the ideas.
the whole kind of mobile
physical therapy movement, right?
PT, OT, SOP, going into the patient's home,
like they're struggling
because they don't have a
physical location.
They don't have brick and
mortar to lean on.
And so I was talking to chat
GPT the other day,
and I was thinking about, again,
what other professions
outside of healthcare kind of do this,
you know?
And we talked about lawn care.
We talked about home services,
plumbers and electricians
and things like that.
But I was like, well,
what about old school Tupperware parties,
pampered chef parties?
How can we leverage some of
those networks for a mobile
therapist who wants to step
into that space?
I think that there's a huge
opportunity because there
are still I'm going to I'm
going to say there are women.
It seems to be more popular
for women who are doing house parties.
but they're getting stale
and they're looking for new
ways to do this.
So is there an opportunity
for a mobile clinician to step into,
you know,
whether it's the essential oils
or any of that stuff, bring what we do,
combine it with the
physical product sales,
generate that house party,
and now start to generate
clients and new leads from that.
What are you thinking?
it's weird that you bring
that up I am listening to
dr robert cialdini's book
influence are you familiar
with that one essentially
he's like the psychologist
um who essentially figured
out like the levers that
make people make decisions
and I'm listening to that
book and he's got such a
great voice like late night
radio dj voice like super
chill sounds like the
coolest professor you ever
do and he brings up
tupperware parties so here
are the reasons and and I
guess we need to explain so
tupperware parties we need
to be important so
according to cialdini
according to tupperware
There is a new Tupperware
party starting every like,
fifteen seconds somewhere in the world,
twenty four hours a day.
That's how effective these things are.
They had to stop selling
Tupperware at Target.
They stopped because Tupperware party,
it was affecting the
Tupperware parties because
the Tupperware parties are
just better at it.
So instead of buying one thing,
the average consumer was buying like,
ten X the amount of Tupperware,
Tupperware parties.
So a Tupperware party
essentially is if Jimmy was
like the New York
Tupperware or the Ohio Tupperware rep,
I work for Tupperware.
And I find Tony and I go, Tony,
you're a good guy.
You're connected in your town.
Everybody loves Tony in Ohio.
You're gonna throw a
Tupperware party and here's how it works.
I'm gonna bring all the Tupperware.
I'm gonna bring a gift for
everybody that you bring.
So Tony's throws the party.
Tony brings the people to the party.
I'll help you structure the party.
I'm going to show you how to
make this party great,
but it's going to be based on Tony.
I'm in the background.
I'm just here.
I'm in the background.
This is Tony's show.
And then everybody walks away with a gift.
It's a lot like a – I
haven't been to a Tupperware party.
I'm just going on Dr. Cialdini.
But it's a lot like a bridal
shower or a baby shower.
They're structured.
It's games, right?
They bring out the products
and have fun with them.
Everybody walks away with something.
The party is about the
people who are at the party.
The party is actually not
about Tupperware.
The party is about the people.
But now instead of buying or
not buying from Tupperware,
I'm buying or not buying from Tony.
And the reason I'm at the
party is I either know Tony
or I was dragged there
kicking and screaming by
someone who does know Tony.
So here's why it works.
And then we'll flip it to
how a mobile therapist
could take advantage of it.
Here are the psychological
influences that are involved.
Liking.
Like if I like someone,
I'm more apt to do
something that they're asking me to do.
Social proof,
I'm in a room full of people
watching them who are
similar to me do something.
Do you think Tupperware
maybe puts a plant in a
party every once in a while to say,
I'll take this or I'll take that?
Abso-freaking-lutely.
Reciprocity is a psychological lever.
I was invited to a party.
I got snacks.
I had time and fun and attention.
Now I sort of feel like I
owe the host something.
The psychological ideas of
commitment and consistency.
I RSVP'd.
I showed up.
I smiled.
I nodded.
I ate the wheat thins.
I'm subtly committing slowly
and small steps.
So I'm in the mode of saying
yes to things.
Yes, I'm at the party.
Yes, I would like to sit down.
Yes, I would like a drink, drink, drink.
And the final is scarcity.
They finally say,
I've only got three of these left.
Or if you order by the end of the month,
I'll be able to get you a
better price on this.
So there's a lot of levers.
So as dumb as a Tupperware party looks,
it is most of their
business as a worldwide brand.
And I don't know if you can
name another food container brand.
It is...
It's Tupperware.
It's Kleenex.
It's Cadillac.
It is the thing of.
So after I throw those ideas out there,
the psychological levers,
I have a few ideas.
But how do you think a
mobile therapist will focus
on that market,
could use those theories of
a Tupperware party to
leverage their business?
Yeah.
So I think you identify, you know, OK,
where where are my biases?
What do I enjoy?
To Kendrick's point,
I hated those parties.
You couldn't hate the party
if you didn't know they existed.
So it had an impact whether
you were there or not.
And there's lots of things
that I hate that they still got my money,
you know, and so I'm a big foodie.
I love food.
So when I when I put this
idea together in my mind, I'd be like, OK,
I would combine.
food element to it.
If I'm going to do healthy lifestyle,
healthy eating, exercise,
things that I do as a physical therapist,
I'm going to have Blue
Apron or some sort of food
delivery service that I
have an affiliate relationship with.
I'm going to have my exercise component,
maybe the manual therapy component.
Maybe I'm bringing a NuFit
or a shockwave on site and
delivering these kinds of
treatments right then and there.
If I was Scott, I'd bring a cold laser and
But the key here is I would
have my partner,
whoever that person is that
I'm partnering with,
who then does the other side of it.
They have the Tupperware.
They have the Pampered Chef.
They have whatever.
And if I wanted to move into,
and nobody ever talks about this,
move into different areas,
I've got patients that
we're talking about going
to a gun show this weekend, right?
Why don't we have gun show house parties?
Yeah, not that kind of gun show.
Gun show house parties.
Oh no.
Do they have these or you're
inventing this?
Yeah.
Like hunting, you know,
there are so many hunting
things that they could do fishing.
Like my boys,
I dropped my boys off at the
lake this morning on my way
to work and they're going
to be fishing all day.
There are so many different
directions we could take it.
If Kendrick hated Tupperware,
there's a million things.
And of course,
you've got the whole pelvic
floor world where there are
therapists that are coming
into the pelvic floor.
They're doing house parties for that.
It's a small private group.
There's just so many things
we could do with that.
I think the idea is the
Tupperware party is mislabeled, right?
It's not a Tupperware party.
It's a food problem.
Because Tupperware sells food storage,
but also like platters and presentations.
So it understood that the
party was about- It's all about the burp.
It was about the burp, right?
It was all about the people
and what problems they had
wait for it create some
space create a literal and
figurative space in someone
else's living room for this
party and then you trot out
the solutions in a group
like this works so what
would what would the what
would the problems need to
be because I'm trying to
identify like the problems
that that a tupperware party solves are
food storage, you know,
parties and platters and
those types of things.
It's everything around the kitchen.
Ironically, most of the time,
Tupperware parties take
place in the living room too.
But the idea is like, so what would it be?
How would you identify that
if you were a mobile therapist?
So grab me a group of forty
and fifty year old guys.
Tell me that the bulk of
them are not going to have stiff backs,
are not going to have sore knees.
Tell me that the bulk of
them are not going to have
issues with blood pressure,
elevated blood sugar levels
like we're going to have a
collection of pathology
that you can pretty much
throw a dart and hit one of
the targets with any of that stuff.
And I'm sure there's going
to be a collection for the ladies.
There's going to be a
collection for... You can
break it down by demographic.
You can break it down through couples.
There's always a collection
of problems that these individuals have.
That is what we are solving for.
Like you said,
it's not about... For Tupperware,
it's about not wasting food,
not feeling guilty,
even though you're probably
still going to throw it
away after a couple of days.
The idea...
is, oh, well, I'm going to buy this,
but I'm going to save money
because I'm not wasting food.
In our world, it's, oh, well, if I do this,
I'm not going to have to go
see the chiropractor or go
to whatever or do something else.
I'm going to feel better.
I'm going to lose weight.
And then, of course,
you get into the more physical products,
compression boots,
things that people could
buy at that like three
hundred to a thousand dollar price point,
walking pads, all of these things.
People want to spend that money.
They want to spend that money.
And if you can help direct
them to something that at
least gives them a chance
of feeling better,
I think it's money well spent.
Yeah.
How would you frame it?
I'm playing around with the GPT right now.
How does...
Like Tupperware just has
says Tony's having a party.
Come.
It's a Tupperware party, yada, yada.
But it's not like come solve
your back pain in thirty minutes or less.
It's not a webinar hook.
It's a very much like come and hang out.
That's what it is.
It's a let's get together.
My buddy Tony is going to be
bringing his shockwave device over.
You know, let's feel better.
Drink some wine.
Have some fun.
Laugh a little bit.
That's what it is.
It's the social gathering of it.
The reciprocity helps cover the bill.
And then out of that, you've got emails,
you've got contacts,
you've got people who know you.
And then this is where, you know,
I would take it and you
start looking at kind of
different approaches.
So if if somebody hasn't
started a local Facebook group.
I think there's a huge
opportunity just within that Middletown,
Ohio,
Facebook group for people with back
pain or just a consumer group.
You know, hey, let's talk about referrals.
Like, who's the dentist you're going to?
That kind of stuff.
If I was a mobile therapist going,
even if I wasn't going to a client,
if I was like, hey,
this is a neighborhood I
want to work for.
I want to help people in
this neighborhood.
I would start a direct mail
campaign there.
just to those houses,
maybe within a two or three block radius.
I go on the property tax
property appraisers website.
I grab a list of addresses manually.
I'm not buying a list.
I'm manually getting these addresses.
Go to Zillow.
What's the most expensive
house in the neighborhood?
OK,
I'm going to get addresses for the ten
houses around that house
and I'm going to send a
specific mailer to those houses.
Hey, this is me.
I'm in the neighborhood
where this is what I do.
You know, while I'm here,
if you have any needs for this,
that or the other.
Just let me know.
I think we can use this
stuff to go from zero to one, one to ten.
Then we have different
strategies to go from ten
to one hundred when we're
talking about clients.
I think you could do this if
you have a standalone clinic, too.
I would never have it in the clinic.
I think as soon as you have
it in the clinic,
it loses the let's come.
I think the antithesis to this,
look at that antithesis,
multi-syllabic words here at nine,
six in the morning.
I think the antithesis to
this is a free class or a
lunch and learn.
I think a lunch and learn
looks like a Tupperware party,
but it's not because
everyone knows they're
gonna get pitched a
timeshare at a timeshare pitch.
Like they get it.
So they're just waiting,
they're bracing for it.
But if it's more party,
if it's ninety percent party,
ten percent.
Well, if you wanted to,
you could take it home.
I was always I was always confused.
As like a twenty year old,
why I couldn't just QR.
Well,
there weren't QR codes twenty years ago.
But if I really like the
robe or the pillow at a
hotel and I how do I buy this?
And like I remember this was now you can.
But twenty five years ago,
I remember being like this
feels like a really
stupidly simple thing to do
and no one's doing it.
And now you can't.
So, you know,
that was one of the I think I
shared this in a video a
couple of years ago.
And I want to talk about
Ray's mentioning the workshop real quick.
Right.
But I said,
why doesn't every piece of my
equipment have a QR code
that you can scan that
takes you straight to my
affiliate link on Amazon
that allows you to buy that
piece of equipment while
you're using it for home?
And we end up getting
referral links for little
things like the QB, the compression boots,
ice packs.
The Chattanooga ice pack is amazing.
People love it.
Instantly, you hit that QR code.
You go to it.
Now,
this goes along with Joseph Lowe and
Pure PT Supply.
We should be facilitating that,
making it easier to make those purchases.
You scan it and add it to your account.
And then even if we're the
ones facilitating the order, yeah,
like all of that stuff,
there are so many things
that patients want to spend
their money on.
Money has no value until it is spent,
until it moves on to the next person.
So Ray was talking about
workshops in the clinic.
My issue is too many
therapists still think the
reason you do a workshop is
to convert the attendees of the workshop.
That is not why you do the workshop.
The only reason why I've
ever done a workshop is
because I feature a physician,
a referral source who is
the headliner of the show.
that physician comes in.
We talk about specifically
what they want to talk about.
I promote the procedure that
they want to promote.
I make them the headliner,
but before they talk,
they have to listen to me
talk for just a couple minutes.
Hey, this is what we do.
This is how we do it.
This is what's going on.
Okay.
Enough about me.
Now, the reason why we're all here,
let's introduce Dr. Scott Albright,
non-surgical orthopedic,
who's doing amazing things
with stem cells.
He comes in, he gives his spiel.
Maybe he gets a couple of
referrals from the audience.
I don't care if I don't get
any because now the reciprocity,
I did something nice for him.
I guarantee I'm going to get
referrals from him now.
And he's seeing hundreds of
people a week who need my services.
That's why you do the workshop.
You do the workshop to get
the referrals from the
featured physician or
referral source that you're promoting.
You are the stage.
You are the amphitheater.
I want people to start thinking of that.
You now can be the
amphitheater that puts the
headliner on stage.
And I know this is counterproductive,
but I want to be featured.
I want to be the one in lights.
I don't know.
I think I'd rather own
Ticketmaster than be a rock
band because Ticketmaster
is going to be everywhere.
I've got to steal this strategy.
Can I share it with you?
Yeah, please.
Let's do it.
Excuse to play the funny intro.
Okay.
Steal the strategy is going to be,
I know this is going to shock you,
but it came from me being in a bar.
And have you ever been in a bar, Tony,
and seen a wall of mugs or
mugs hanging up from the ceiling,
either with names or with
numbers on them?
Okay.
Yeah, a hundred percent.
So this is a,
this is a pattern
interruption because this
is not in every bar,
but it's in a lot of bars.
It's a lot of college town
bars where they're going to
get repeat customers, right?
The students are going to
come back or like a local bar, right?
So this is a mug club.
So some bars have them,
you pay a fee and then you get a number.
I was in a mug club where
like twenty three was like
Michael Jordan or ninety nine.
Like that was a that was a
number you couldn't get it.
You had to put your name on
a list so I could have
twelve until I was a senior
until someone gave up ninety nine.
Right.
So that's the idea is every
time you come in,
you get to you get to say.
uh I'm jimmy here's my idea
I'm number uh that's me
pull that down so your mug
gets pulled down and now
you have this cool social
proof because I'm one of
the people now there's one
missing here I am I paid
for that but maybe I get
like a buck or two off of
beers where do you think
I'm gonna go over and over
again if I paid my
membership and now I sort
of feel like a little bit like
norm.
Yeah.
He's George went,
I feel a little bit like
norm and I get like perks.
Maybe I can,
maybe I get a free Uber ride
for every a hundred bucks I spend,
or maybe I get led in the
bar an hour early or I get
a free nachos or something like that.
So it's not about the drink.
It's about belonging.
It's about where everybody knows your name,
or at least you feel like
everybody knows your name because your,
your bug is on the wall.
Here's why it works,
according to Dr. Cialdini
and his ideas on influence
and levers scarcity.
If I were to do this,
I would do ninety nine mugs.
Ninety nine bottles of beer on the wall.
Right.
We play with the ninety nine.
Plus you still get Wayne
Gretzky's number in their status,
your mug, your name or your number.
Quite literally visible
prestige right there.
Identity.
Once you're a mug club member,
you act like one.
Like once you're a member,
you act like one,
not the other way around.
Like first you have to make
me feel something.
This is the same way with children.
When you start complimenting
on a little behavior,
when you say that's who they are,
hopefully they start to
make it part of their identity.
And consistency.
You paid for this.
You have to show up to sort
of justify that logical
reason of why you dropped a
hundred bucks to be in a mug club.
It's also the same reason
that a lot of bars will
have softball teams or dart leagues.
Consistency.
And then unity.
I'm in the club.
You're in the club too.
This is like the members only jacket,
right?
Concept.
So how would I use this?
I don't know.
I think, Tony, you're doing this right now,
right?
Like you have not only therapy sessions,
but you have like movement members,
like almost like a gym membership.
Monthly, annual,
or wellness plan alumni club.
Discounted performance
visits or tune-ups if you're a member.
You pay in, right?
This is Amazon's idea, right?
Free shipping.
You're paying for it,
like you're paying for it.
We know this, I know this,
but I'm not giving up my
Amazon Prime membership
because it just feels really,
really good.
And then how about recognition?
How could a therapist or a
clinic use this?
Social media shout outs, exclusive gear,
like the visuals say everything.
I got this because I'm a member.
You can't buy this anywhere.
So I saw the mug club and I was like,
I feel like there's too
many psychological levers
not to pull on in healthcare.
And we're, and,
and the bar is so low in
healthcare in terms of
innovation in marketing and
something like this,
that if you did a little bit of it,
I think it would go a long way.
And that's my steal this strategy.
man, I love this.
I'm trying to think of like,
what is the thing that
replaces the mug in our clinic?
You know, if,
if we were more of like a
strength based club, I could see having,
I see it on,
on Facebook and stuff that
like thick handle, uh,
dumbbell or things that
people have to be able to grip and lift.
Um,
I love the idea from a streak perspective,
like protecting the streak,
maintaining the streak.
You have to keep coming in
order to protect your place on the wall,
protect your whatever it is.
If you quit, if you stop, you know,
you lose that opportunity.
There are so many elements in this.
The question is,
what's it going to be like
typical physical therapy?
Are you going to get a yellow TheraBand?
Yeah.
Are we going to are we going
to go Martial Arts Academy
and be like you go from the
yellow TheraBand to the red
TheraBand to the black TheraBand?
And it's like a system.
I don't know.
There's got to be something there.
So I thought about this and
I thought about names on
the wall of everybody, like a plaque,
right?
So there's your name, member since,
because I want to show
Streak how long this
person's been a member.
And then I would do
something where everybody's
name would be reset on the
first of the month.
And then if you visited,
you have to at least come once, obviously,
right?
And now it's like visited in June,
whatever the month is.
And then if you've done ten,
Now you get moved over.
Not only have you come once this month,
it's ten.
Did you come all thirty days
or whatever actually is possible?
And now you're the member of the month.
Like, how do I beat that streak?
I was at a clinic where they
would always have a challenge.
There would be two different challenges.
It was a strength challenge
and a mobility challenge.
It was just written on a dry erase board.
But who else?
the fastest time or the most,
whatever per capita,
like it wasn't just a straight up lift.
It was per capita.
Um,
they had their name on the wall and it
was like, even if you're,
so if you're in the gym and
you're working out, you're like, Oh,
what's the worm challenge?
Like, Oh, okay.
And the therapist would show it like, well,
I could do that.
Well, here's the stopwatch.
There's your content right there.
Right?
Yeah.
Okay, well,
we're going to take a video of
this because we've got to
be able to prove it.
Do you mind if we share it, right?
So now you're gamifying and
you're making it fun.
I can get cheaper beer and
cheaper vodka at home.
I go to a bar for everything
else because I want people
to know my name.
I want to be seen in places.
So how do you take that?
So I like where Scott's head
is at as a t-shirt.
I don't know that I'm
wearing the same shirt every time.
I think you give out gear,
but there's got to be
something when I walk in
every time that pulling the
mug down or I'm checking in
and your front desk person
moves the name over to
they're in the house or
they've been in the house
or there's some play there.
And it could be a hundred different ones,
whatever one works for you.
And that's my steal this strategy.
yeah I I love it there's
there it's got to be up on
the wall it's got to be
visible you know I'm
thinking of some of the old
stuff where like you have
patient success stories up
on the wall but again those
are people that have
succeeded and left we want
somebody who's succeeding
right now every single day
um I love the idea of the
buy-in but I I prefer the
buy-in to be a physical accomplishment
You lifted this much weight.
You did this many reps.
You attended this many sessions.
Whatever it is,
it can match the culture of your business,
but the buy-in and the
commitment has to be there so that, again,
if they stop, they lose the streak.
You want to protect that streak.
How many days did I attend?
How many reps did I do?
And then-
Go ahead.
There was a world of beers
near where we went to PT school.
We went like there like
three days before PT school started.
And if you had, I don't know,
a hundred or a thousand pints or whatever,
you actually got your name
on a plaque on the bar.
And I joined that club and I
paid my whatever.
And I was like,
I'm going to come here all the time.
And then I never went back,
but they got my money
because the beers are too
damn expensive at the world of beers.
I was like, dude, man,
I want a Miller lighter.
I want a Corona right now.
Like, I don't want to spend, you know,
nine dollars on an IPA that, oh,
you had to have different
beers every single time.
So they were trying to move
their inventory, too.
So they understood the game
and they got my twenty five
bucks or whatever.
But then I stopped.
So I love the Versa climber.
That was one piece of
equipment I always wanted,
but I knew nobody would ever use it.
Um, real quick.
So I'm going to say this is
my parting shot because I
know we're running out of time.
You mentioned moving inventory.
I was listening.
I think it was corner office again.
They were no, no, it was somebody else.
They were talking about a
stock market for beers.
Did you see that?
Yeah.
I've been in one of those bars.
Okay, I've never heard of this.
This is fascinating to me.
So basically,
the more people were ordering
a certain beer,
the price of that beer would go up,
but then there would be
less popular beers that had
a lower price.
You could purchase different
beers at different price
points any time of day.
Again,
I don't know how you bring that into
our world,
but it's a gamification
strategy that makes it more fun,
more exciting.
And if we're going to talk about research,
evidence-based practice,
this is the evidence I want to follow.
I want to follow how do I
get people to want to move more?
That's the only thing I care about.
How do I get people to want to move more?
that research is not in
physical therapy or it is, it's,
it's this small that
research is in psychology.
That's Pokemon go.
Like we do a masterclass on
Pokemon go and go,
how do I figure that out?
Or how do I get Pokemon go?
The funny part is with,
so my parting shot will be, uh,
the monkey bars as I make
this monkey bar motion is I
know you want to gamify and
I know you want to move forward.
The only way to do that to
truly move forward is you
got to let go of some of
the old things you have to
do low ride out the only
way for Disney to put in a
new ride so people would go
I've got to come back
Disney understood I got
some freak Disney people I
love you but going like
three times a year as an
adult is a little weird for
me but those people are
always going to come
Right.
So you're getting new people to come.
Or how do you get those
people to come back and spend more?
Disney had to get rid of the
teacups eventually or
something because he only
had a hundred thousand acres,
whatever it was.
So he let the audience tell
him not with the survey.
They voted with their time.
The whatever ride got the
fewest turnstile spins.
is gone.
And it just, poof, it disappeared.
And people were pissed emotionally,
but then why didn't they write it?
They would have told you
they love the teacups, but it's boring.
So they had to move that out
so they could get the new
Star Wars right in there.
We're back on Tuesday.
Dave Kittle will most likely
be here unless he's still
got that voice issue or
he's gone over the falls in
Niagara Falls.
uh take a listen to the dave
kittel show learn medicare
billing uh and we should
probably start growing the
facebook group or do a side
I was just thinking like we
just talked about creating
community around a mobile
therapist or whatever maybe
we want I know we we capped
that one facebook group
we're at a thousand people
I like that scarcity maybe
we have a different one or
maybe we let we only let a
hundred people in if they
can prove they somehow did
something right we'll talk
about that on tuesday have
a great weekend guys