Good morning, healthcare hustlers.
I got an intro today for you, Tony.
Welcome to PT Breakfast Club,
where the takes are hot,
the coffee is iced,
and the strategy hits
harder than your last
continuing education course.
Today, we're diving into diamonds,
controversy, and clinic content.
Maybe he's too busy booking
brand new patients to join us.
Oh, no, here he is.
We're gonna show you how to
turn your big culture plays
into real growth moments
for your practice.
Dave Kittle on cue.
Talk about the Dave and the Dave arrives.
So it's no secret that how
we generate ideas for the
show is a little bit like
how Jimmy's brain works.
I don't wanna throw you guys under the bus,
but my brain is like sporadic.
I see something in the moment,
we throw it in the group
chat and then we'll remember it later.
Sometimes we'll sit down to go live,
and Tony or Dave will be like,
let's talk about that thing you suggested,
Jimmy.
And I'm like,
I have no recollection of
what you're talking about.
But good thing we have the group chat.
But this came in hot off the press.
Were you sharing this this morning, Dave,
the images?
I don't want to go too far,
so I want you to lead this off.
Yeah, this morning.
Perfect.
All right.
So set it up.
I think it's brilliant.
Even me, one eye,
head still on pillow as I'm reading it,
thought it was brilliant.
So walk us through this.
This is awesome.
I think people can do this today.
Well, you know,
it's a free offer for new
or current clients of ours
to get a free treatment visit,
but they have to,
the only catch is that they get to,
or they have to agree to
video record the whole thing.
Now I know Tony does a lot of this.
We don't have,
we have the brick and mortar in Manhattan,
but it's kind of like a
subletted situation.
So we're still mostly home visits.
I haven't had everyone sign
the social media release
upfront like Tony,
but long story short is,
um a month or a couple
months ago spending a lot
on google ads I can get a
ton of leads I heard
something from alex formosi
and it like blew my mind it
was very very something
very simple okay there's
there's leads and then
there's engaged leads I can
spend a ton of money on
google ads and sometimes I
do get our ideal client
someone who's you know they
they're looking for the
best whatever they want the
home visits they want what we offer
then we also got to filter
through the medicaid and
the medicare you know leads
that are just looking for
the insurance-based uh
offers so I sent to you
guys a screenshot of what I
just started sending out
yesterday and last night
it's a golden ticket you
gotta name it right we've
talked about it before um
it's uh free treatment
golden ticket let me pull
it up because I'm on my
phone so it's a little
small so I made this on
where do you think I got
what do you think I made
this by the way this digital offer
chat gpt dolly canada chat
gpt baby I made this from
chat gbt I also by the way
not a plug for them because
they don't need it because
they're a huge company I
just signed up yesterday
for the paid account
because it was taking too
long for them to generate
these uh these images and I
was like texting chat gbt
like what's taking so long like you you
Process my image, please.
It's like waiting,
and a lot of people are
processing images.
So I typed out the description of this.
SatGPT made this.
Is it on the screen?
Can you show a full screen?
There we go.
All right, so full treatment,
golden ticket, concierge pain relief,
physical therapy,
must agree to video
recording for social media.
This includes all treatments,
including StemPod, cupping, taping,
stretching, back cracking.
Soft tissue, joint spine.
It's our phone number,
a QR code that links to our website.
And, you know, four of twenty five,
a little bit of, you know, scarcity,
expiration date at the end of this month.
So a little bit of urgency.
I'm trying to utilize all
the aspects that are often
utilized or needed.
And so I started to send this to friends,
baseball buddies,
folks that follow me on
Instagram that are in the
New York City area.
And the other image that you
shared was me basically
sending this image to folks
and saying like, hey,
I know you're in the New York City area.
This person, by the way, this screenshot,
I've never met this person.
So-
You've never met this person?
This is a cold message?
So no,
so this person has been following me.
I never met them,
but they've messaged me
about like the baby.
I don't even know how,
if they're following,
I don't know if it's a PT.
I don't know if it's someone
like in the M&A space,
but they're in the New York City area.
Wow.
There was a little, no, listen,
in March and April,
there was a back and forth,
but about random stuff,
like about New York City and kids.
I know, it's just so great though.
Yeah.
That doesn't make any sense,
but it makes complete sense.
Yeah, so like I, because I don't know,
it's irrelevant,
but like I was posting
stories in March when we
were doing like the baby's
first birthday photos.
And this person in the New
York City area that follows
me on Instagram was asking me like, hey,
who's that photographer?
And I was like, oh,
she's on Staten Island.
It's so-and-so, here's her name, whatever,
whatever.
That's how the conversation started.
But then I just hit her with
that DM last night.
Like, hey,
since you're in the New York City area,
we're offering free
treatments to new and
existing clients who are
okay with video recording
the treatment for social media,
house calls,
or Midtown Manhattan office
and the street address.
Feel free to share with
anyone nearby who's dealing with aches,
pains, or stress.
And then you can see what she says here.
She goes, let me talk to my husband.
He's got regular neck pain,
so he could be interested,
especially if it's a house call.
Now, I don't know where they live.
I'm assuming it's Manhattan,
but obviously we'd have to
clarify and confirm that.
But I am stepping away from...
Google ads.
I am working on leveraged word of mouth,
meaning physician marketing,
concierge physicians that
send us patients,
those patients that do not
bat an eye about our self-pay rate.
And then I'm also,
the folks that are kind of like,
their twenties thirties
forties like maybe they
really can't or don't want
they can't afford our
offering or they don't want
to do it those are the
folks that are going to be
on our social media uh
getting treatment in their
all in their home maybe
they come to my home if I
know them and we'll record
it there and the idea is
that I'm going to record
this stuff I'm going to
have my therapist porous
meta being delivering the
treatment I don't want to
be in the videos
I want to produce the content.
And then in the future,
if that works out well,
then in the future it would be like, Hey,
I got to,
I'm going to hire like some
videographer or whatever.
And then you guys chop it up
or send it to Jimmy McKay
and his team or whatever.
And this is, that's, that's the idea.
Drew would kill at this, my buddy Drew,
who's a videographer.
Like, this is so smart.
Like, I don't even know.
Like,
do I just be quiet or do I go through
everything that I like about this?
Like, do I just go like, hey,
no notes or do I want to?
Because you were pointing
out all the elements, right?
If we were if you were
Donald Miller or if you were Seth Godin,
you'd point out like the
first thing you see in this message.
Number one, it's gold.
It stands out.
right it's it's the golden
ticket jimmy I wanna I
wanna hear all your
feedback let's go this I
don't know feedback as much
as just like chef's kiss
man golden ticket I gotta
see what what this is
name's nice and big you you
point it out it's it's
pretty clear right like you
drew me in the goal of the
headline is to get me to
read the next line the goal
the next line is to get me
to read one more line so
you got me with free treatment
That's my favorite.
It's my second favorite F word.
It's free.
Golden Ticket, Concierge Pain Relief.
I would say the only – no, free treatment.
Four out of twenty-five
makes it feel exclusive.
The exploding offer
expirations June thirtieth.
Very clear two ways to engage,
the QR code or the phone number.
You used words that they use
back cracking like that.
That's not evidence based.
We don't call it doesn't matter.
They call it.
I read it.
I read it to my wife, Amy,
who's also a PT.
And she was like, she like she I was like,
hey, what do you think of this?
I had on my laptop and
literally the only thing
she said was back cracking.
And I'm like, I know, I know, I know.
But I get right spinal manipulation,
but spinal adjustments.
I'm just like, let me let me.
just try to go fifth to
eighth grade reading level.
Like it's going to resonate
the fastest with most people.
They read it in two seconds.
Like, come on.
Yeah.
So it's clear.
It's concise.
It's fun.
It's different.
It does not look,
it does not taste medical,
but it is right at its core.
Like it's,
it's physical therapy and then
delivery method,
like cold DMing people that
you've already,
it doesn't matter how you've,
how they know you,
how they like you or how
they might trust you.
You don't know.
She does.
Right.
And we clipped her name out.
Right.
But it's such a great response.
Thank you for that.
I don't need this,
but let me talk to my husband.
Like she's going to she's now, you know,
I call it like the running
back is now carrying the
ball past the defensive line.
You're into the secondary now, man.
She's now going to share this for you.
You didn't have to beg.
Share with your friends.
Tag someone below who might need this,
right?
That's a cheesy way of doing it.
She did it without you really asking.
She was like, this sounds great.
I understand what it is.
I'm now going to share it
with someone I obviously care about,
my husband.
So I would love, like, let's mark it down.
Like two, three weeks from now,
I want to see how many messages you sent,
how many responses you got,
and then how many videos
you were able to shoot out of this.
And then what the videos
were able to bring.
This is great.
This is so easy.
It's so easy, though.
It's simple.
Tony hasn't said a word.
Tony is so quiet, I'm afraid.
I'm about to get kicked off
the show or something.
What's going on?
I've got a technical question.
With the QR code,
and I might have asked this before,
I know you can scan it with your phone,
but if the ticket's on the phone,
does the QR code do anything?
No.
I haven't tried that aspect,
but if they're getting the
ticket on their phone,
can you screenshot it?
You can.
It's four steps long.
The only other thing I would
say is if they respond,
just drop the link there.
that's it like the hyperlink
right because I I was gonna
knock like qr codes on
phones but she could also
show it to someone you can
do it with google lens it's
like four or five steps um
so if I was gonna give a
note it would be that but
like but I think the qr
code even if it's not like
an effective whatever it
still brings validation to it like
Hey, this is a real thing.
It's a real, you know,
piece of paper or whatever.
Like Jimmy said,
I love the fact that it
wasn't the person that got it.
It was the person that got
it is giving it to somebody else.
That gifting effect I think
is huge because same thing.
Like if, if you sent me that,
I would feel guilty using
it because I don't want you
to give me something for free because
but then if I could take
that and give it to
somebody else now I feel
like okay there's you know
I'm not taking advantage of
you but I'm giving it to
somebody else who will use
it I think there's huge
value in that um I love the
concept obviously I love
video I love video of real
people I could see taking
something like this also as
a reactivation campaign big time you know
You go back and you look
through your database and you're like,
hey, John, it's been a couple of months.
We're creating content.
You had such a great story.
I'd love to share it.
Listen, we're doing a deal.
Come on in.
It's no cost to you as long
as you let me record.
And I want to create content
from your story.
I think this could be taken
a hundred different ways.
Yeah.
I mean, so wait,
how are you thinking about
executing this?
You're going to like, all right.
So now you've got, let's say,
ten people follow through
and they're like, I'm in.
Say less.
Are you going to do this as one offs?
Because now you've got to
coordinate three people.
Yeah.
What's next?
So so let's just say like,
let's say if you two were
in the New York City area
and you replied to it, right?
The idea is it's going to be a one off.
so you know jimmy is the
maybe jimmy the previous
patient maybe jimmy is
someone who I just dm
because you follow me or
whatever we know each other
somehow so if I if I send
this to jimmy mckay and
jimmy replies like hey I'm
interested the approach is
we're going to tell them
hey we're going to have
them e-sign or in person
signs whatever this social
media release is which I'll
also generate on chat gbt I
don't I think I have one
somewhere but I'll probably
have to do another one
So Jimmy signs that.
He gets the free treatment.
Now, I would also sidebar,
I want to get your feedback
on the pros and cons of doing the normal,
the normal, normal,
nerdy physical therapy
evaluation and treatment,
or do you just do all the highlighted,
you know,
stim pod and maybe an adjustment
or maybe some stretching or whatever,
specifically for the camera,
like where I'm telling my therapist, like,
all right, do this, do this,
and I'm doing different angles,
because then the
the patient or client like
we benefit from the content
but then the patient and
client like are they
actually getting the real
experience or yeah jimmy's
saying maybe I can do both
ways do both like because
number one this is a sell
like you are selling to
this one person like
correct yeah they've
already sort of half like
sold but like I'd love to
see like hey I gave this
free treatment which a lot
of times I'm against like
people are against right
I've been against it I've
been against it forever but
there was because even if
this is a zero it's able to
also generate something
else so that's why I'm one
thousand percent okay okay
with it I say you do your
regular stuff and then and
then you can choose what
you share uh different
places because you're
you're giving an experience
and you're sharing
everything so I would say
if I got you for an hour
share and do and shoot everything
And it's going to be it's
going to be one or two
visits with that with with Jimmy.
It's not going to be an ongoing one.
That's smart.
Maybe maybe one or two.
It's not going to be more than that.
But then if they so that the
idea would then to convert
like how many of these
folks can we convert to a
full plan of care to
whether we we check their
out of network insurance benefits?
If they don't have out of network,
then can we sell them a package?
Can we sell them the self pay rate,
whatever?
but more folks with
service-based businesses
will then convert because
they've actually experienced
the value of what we do the
convenience like oh someone
came here they showed up
they came to my home
they're presentable they're
professional they know what
they're talking about oh
and I felt five or ten or
twenty percent better in in
the first hour so then if
they have some issue later
also like let's say six
months twelve months down
the line if they have an
injury whatever back pain
then who are they going to
call first they're going to
call someone who already
treated them right
and if someone they know
just like this woman did
with her husband it's like
I went with this guy dave
I'm good actually that's
the problem is I'm good but
go with this guy um okay I
would go the only thing I
would suggest and you might
have already done this is I
would go into it with at
least the idea of what are
three to five different
videos I want to get out of
it give the give the shooter
a shot sheet.
Like I need totally, you know what I mean?
Like I need, I need this, I need this.
And this way you can sort of
check off and it's not,
cause I've been there.
Listen, I I'm pretty good at winging it.
But then when you get to sit
down later and you're
editing and you're like,
I don't have that shot sucks,
like sucks to be you, you can't do it.
So I would say go in with a shot sheet.
And again,
you can generate that with AI too,
which would be great.
Hey, give it the setup.
Hey, you know, keep that thread.
And this way the GPT all
like understands the whole
concept and they can
generate the shot sheet.
Then you can show them what footage I mean,
you can explain what
footage you have and it
could probably help you edit.
I mean,
this is where this is where a
really skilled videographer
is worth their weight in gold.
Yeah, we you know, we grab clips.
I kind of know in my head, OK,
I want to get a little I
want to get some shockwave stuff today.
I want to get some new fit stuff today.
I want to get the blaze pods or whatever.
It's a combination of I know
what I want to do with this
particular patient.
And then it goes into I know
what shot I want to get for social media.
So it is a little back and forth.
Now, this is brand new for your people.
I guarantee it's gonna be uncomfortable,
it's gonna be awkward,
it's gonna be a lot of
wasted footage and stuff,
but that's just kind of the
learning process and going through it.
But like Jimmy said,
I would focus on the person that's there
The content will will create
itself basically.
And then the primary objective is, hey,
let's create something that
is unique that nobody else
is showing or has shown.
And then if we get a client
out of this long term, even better,
even better.
Yeah, it's a great idea.
And the fact that it has a name,
it is the golden ticket.
I really want to hear
somebody in the audience who's like, okay,
I'll do this too, and we can test.
This is science, baby.
It's like if Dave gets great results,
you'd be like, well,
he's in New York City.
It wouldn't work here.
I'm like, good.
I want six people.
I want someone in Iowa.
Like, you know, we always bag on Iowa.
I want someone from Iowa to be like,
it didn't take this to work.
You always bag on Iowa.
We don't mention Iowa at all.
Guilty by association, man.
Guilty by association.
Yeah.
So this is great.
It's the golden ticket.
So wait, you did this when?
Like,
let's just talk like the final thoughts.
All yesterday.
Good.
So it's like just starting.
How many actual people responded?
Like actually was like,
let me think about it, of course.
I mean, I don't know, five so far.
I mean,
I probably sent it to like ten or
fifteen.
Like the response rate is
huge already because most of the people,
they're already following me or know me.
I didn't send it to like cold people.
Yes,
you earned their attention at stage one,
and now you're converting
that attention in an active way,
not a passive way.
Do you want to see how I
actually started to use
this with someone on
Instagram that had not even
followed me yesterday.
They just commented something.
If you want to pull it up on Instagram.
Yeah.
Can you send it to me on your Instagram?
Oh yeah.
On concierge pain relief.
Yeah.
Like a comment, a comment.
And then how I took the comment into DM.
I'm not going to show the DM,
but it's like the same DM
as what we showed earlier.
And so while he's, while he's doing that,
let me ask you, go back.
I don't know if you said it.
Why do you want to move away
from Google ads and, and that stuff?
Because I'm not getting a
sufficient amount of ideal
patients and clients from,
I'm not getting engaged leads.
I mean,
sometimes we get someone that is
the ideal client, but for whatever reason,
like there's just more of
this trust of either the
leverage word of mouth from
a concierge physician,
or it's the word of mouth,
like the thing with, you know,
knowing people that we've
treated in the past and
they refer us like internal word of mouth,
organic.
And then also the social media stuff.
So this digital offer is
kind of like I'm trying and
then the video stuff that
Tony has been doing forever,
like I want to do more of
that and I've seen the benefit of it.
And so I want to have more
investments in these other
places that what I'm really
finding out is, and another company,
Pravadas,
home care,
like they're a self paid nursing
company in New York City,
they send me patients,
they also don't bat an eye
on their ideal client,
like when when they hear
our offer or the dollar amount,
they're like, Alright, fine, no problem.
All right.
Can you can you scroll?
Can you scroll down a little
bit to there's like a
there's like a quadricep?
Right here you go.
No, no, a little bit lower.
How often do you post on this account,
this Instagram?
Not enough, not enough.
Is this the, I mean,
look at the knee here.
Keep going a little bit lower, sorry.
Here?
Yeah, right there to the left.
All right, so this is public.
So you can see in the comments,
Susan Chang.
Right here.
So she just commented yesterday, wow,
is this injected and then stimulated?
And obviously, it's not.
So what's interesting is that user,
that person, Susan, on her account,
she's posting this.
All her content is about,
she recently toured,
and she was working at some
New York City corporate
company or whatever.
And she commented on this
other orthopedic surgeon's
Instagram account.
And I saw her comment on his account.
I clicked into her page.
And I just liked one or two of her posts.
And then hours later, I look at Instagram.
She commented this.
She commented on another Stimpod video.
So the video that I posted on Stimpod,
Tony's been saying, hey,
I got to post more videos of Stimpod.
I got maybe two or three or something.
And she was asking,
is this like an injection and stimulation,
whatever?
And so if you see my response here,
To her, I go, hi, Susan,
sorry to hear about your ACL.
No, it's not an injection.
This is non-invasive.
It's the stem pod for nerve pain,
muscle stimulation,
overall blood flow and
circulation and healing.
Interested in trying it out on your quad,
question mark.
And so then she's like, yeah,
I'm interested.
Absolutely.
So then I DM'd her.
I DM'd her like, hey, here's how we can,
like, if you're interested, here's what,
you know,
we'll send you more information tomorrow,
which is today.
And after speaking with her,
that was part of the
impetus to make this digital,
the golden ticket, the free offer,
the free treatment,
because I think she's
posting other content
around she got laid off or
something at her corporate job.
So it's like she might not
have the funds or the insurance anyway.
So it's like, hey,
she's probably going to be
a candidate that's going to say yes,
because she's already
commenting on surgeons
uh a surgeon's profile on
instagram so she's going to
be a candidate to then post
and maybe she'll post it on
her account now she's got a
couple thousand followers
nothing crazy but it's like locals so
Also,
a great way to slide into people's
DMs if you're a single
person is showing value and
then just following up in the DMs.
Also, Tony,
I noticed you did not get the
early morning memo that
we're going with the white
V-neck t-shirt today.
I didn't know if you didn't notice that,
but Tony's going full follow-up.
I'm liking this because the
past several episodes,
sometimes we're all wearing a dark shirt.
Yeah, we're wearing...
We're in spring.
So yeah, we're like, hold on a second.
I have a segment all ready to go,
but we might go sideways here.
Here's a crazy.
And then I was look at this woman's,
this is who you're just talking about.
This is Susan Chang.
Right.
Two thousand followers.
I have to follow her now,
but that's not the amazing part.
She is.
I'm just barely looking at
her content and she's doing
like eleven weeks post-op.
She's journaling Lockman test week ten.
She's journaling her
recovery from non-surgical stem cell ACL,
ninety percent torn and recovery.
So so she didn't have surgery then.
Right.
Non-surgical stem cell ACL
recovery like that.
You didn't engineer this, could you?
You were looking for your golden ticket,
which is brilliant.
And you're looking to have
people come on and show off
in real time what you're doing.
Could you now turn your
client and get deeper permission and say,
listen, you're an ideal person.
Susan, you're the person I'm looking for.
You're the needle in the
stack of needles of people
that I did golden ticket videos with.
What I want to do now is I
want to open a new
Instagram account together.
It's all about you.
And now we're going to
feature your recovery.
You are now turning Susan.
I mean, she's already doing it.
But could you turn someone
else into an avatar to now
create content?
Nothing on her.
Nothing on her account says
anything about concierge
pain relief or Dave Kittle or anything.
It's just Susan.
And now when Susan's doing stuff,
of course,
Dave's videographer will be
making all of it.
Because Susan's like,
I just want to show up and
be Susan and get treatment
for free because she just lost her job,
but she wants the best treatment,
and Dave's the guy.
I'll do that in exchange for
you're going to be a
character in my documentary
series that's real, raw, and gritty.
It looks like Instagram videos.
It is Instagram videos.
Could you create your ideal
patient a new account that Dave owns,
that Susan's the star of,
Do you see where I'm going with this?
I absolutely love it.
Tony already knows this.
People already do this.
People create accounts and they're like,
I'm an MS warrior.
I'm a Parkinson's soldier.
I don't like people already do this.
Right, Tony?
Yeah.
Without being paid,
without being affiliated
with any practice.
Correct.
They put time and effort into this.
This isn't about social media.
It's about media that is social.
It's somebody doing
something that they care
about and they're willing to do it.
And people document their recovery.
All the time.
I mean, I'm in a couple,
a lot of times in neuro rehab,
a lot of stroke Facebook
groups that I'm in, spinal cord injury.
It's people looking for community.
And what do you do?
You talk about the stuff you know.
So this would be
manufacturing a way for her
to do that thing that she's
already doing.
But you could partner with
Susan who's doing it now,
or could you find someone
and make them your star?
Stop being the face.
Make someone else the face.
I don't know.
There's a little effort there,
but there could be a lot of payoff.
Now, I would have assumed that account,
she's promoting or selling
or whatever the non-surgical offer.
Maybe.
She's got no link.
There's no link.
Yeah.
Okay.
I mean, from what I'm seeing…
And I'm just looking at the thumbnails.
It appears it's a passion
project like many of us are.
Because she wants people to come along.
Ten weeks since tearing,
ninety percent of my ACL.
Eight weeks since getting
stem cell treatments.
One week since passing Lachman's test.
Like that's literally what she wrote.
However, you know,
Tony could absolutely be
right at the same time.
This could be a play where
she gets a commission
because she's not a provider.
She could get a commission
when she sparks up DM
conversations with other
potential ACL patients.
And then she's like, oh,
here's the place I use.
Here's the surgeon.
Here's the whatever, you know, stem cell.
Here's where they got the stem cells.
Here's their process, whatever.
I'll send you the link or, you know,
if you want more information.
I can connect you, whatever.
It could be.
Who knows?
Her account says day-by-day comeback.
Does that mean she has to
shoot a video every day?
No.
She could meet with Dave and
his videographer for five
hours and be like,
see you in a month and a half,
because we got a month and
a half's worth of stuff.
All right,
we're going to meet you at the seaport.
We're going to do a bunch of stuff.
Great.
Outfit change.
All right, over here,
we're going to do this, this, this, this,
this.
It's storytelling at its absolute finest.
If it is subversive, if she is doing that,
and whoever set this up, genius.
If it's not,
it's just a reason for you to
do everything we just talked about.
Hey,
there's a ton of probably unemployed
actors and actresses in New
York City off-Broadway that
are between gigs that are, you know,
they can't make rent, whatever.
This is acting.
I thought I had the great
idea today bringing this on.
And Jimmy saw the idea and
he yes and the idea.
And let me anti-yes and that.
Why hasn't an ATI, an Ivy Rehab,
an Athletico already done this?
Oh, they're two busy billing units.
We've been through this.
Well, I can also tell you why.
They have marketing departments,
but nobody gets fired for picking IBM.
Nobody gets fired for going
to Canva and finding the trending audio,
and that's how we're going to grow.
This is a bold idea that
someone would need to put
their balls on the line for
because if it didn't work –
right?
They'd,
they'd be looked upon poorly or you
could do the status quo and
you could get point two
percent growth over time.
Put your money in a savings
account and watch it grow.
It doesn't grow, right?
This is,
this is putting your guts out there.
I don't know.
You could, you could do six,
like doing one of these,
we'll call it a Susan, right?
Your golden ticket.
Then you find a Susan, you create a Susan,
right?
You could do ten of these and
Like setting up the
structure is the hard part.
Getting more than one Susan
is simpler because now you
have the structure,
you replicate it and
everybody understands the playbook.
It's just a little,
Susan's our ACL avatar.
Morty is our older adult who
wants to still feed birds
in the park and be able to
go up and down subway stairs.
You find your avatars and
then you get out of their way.
It'd be dumb for a major PT
clinic or orthopedic surgeon,
like something in before and after
You were in the before and after business.
Everybody keeps thinking
we're the during business.
No, dude,
we're the before and after business.
So I think this is a great
idea and someone should steal it.
I hope they do.
Real quick,
I think a little hack that Dave
came up on,
and I don't know if you
realize it or not.
I noticed this probably a year or two ago.
When you start going to someone's profile,
I believe your content is
more likely to show up in their feed.
So I can't target with paid
ads one specific person,
but if I go to their
profile and start engaging
with their content,
looking at their content,
my content is more likely
to show up in their profile.
And so if we take this to, okay,
I want an orthopedic surgeon in my area.
I want some other referral
source or a specific patient population.
I start visiting those profiles.
I start engaging with their content.
It's more likely that my
content shows up for them organically.
And now we start to get this
back and forth.
this just reinforces the
idea that like dave do you
have time to be like
clicking on profiles and
doing this like maybe now
you do but like this you're
starting to see where like
this is enough to have
maybe not a full-time role
but a fractional role this
is where I was playing with
the idea yesterday with a
buddy of mine I mentioned
drew before drew's a buddy
of mine who's done videos
and photos for me for for
years we worked together at
an organization and now we
sort of do stuff on the side together
You might not have to hire Drew full-time.
If Drew's like,
I want to make a hundred
thousand dollars a year.
And Dave's like,
I don't have a hundred
thousand dollars to pay Drew.
You'd be like, great.
I get Drew one day a week.
That's twenty grand a year.
And you're like, twenty grand a year?
What's that divided by twelve?
So now you're a fractional videographer.
And Drew's like,
I got to find four Daves in four cities.
And you hire Drew because Drew's like,
I'm a videographer first.
but I understand healthcare.
And you get the benefit as a
Dave when Drew's working
for four other people of
the stuff that he tried for
them that didn't work.
Don't do that.
We tried it, didn't work.
Or here's what we did.
We took a risk and it worked.
So it's almost like this,
I know it's freelancer and
gig economy is not new,
but now it's a hybrid of a
gig relationship where it's,
because fractional CFO,
fractional CMO is like, I'll be,
you can't afford three
hundred thousand dollars to
hire me as your CFO.
You pay me a hundred thousand dollars,
but I work for three companies.
And now the advantage is I
get variety and you get a cost discount,
but I still make my nut.
I still make my full salary
because I'm dividing the work by three.
I don't know.
This could be something good.
Shoot.
I thought I had a great segment for today.
And then Dave drops the
golden ticket on us.
Well, let's go to your segment.
What is your segment?
Let's do my segment.
We have to do the intro.
Jimmy loves the intro.
What if I told you the
diamond engagement ring,
the most iconic symbol of love,
was completely made up?
Don't tell your wives this, right?
It was made up by marketers
in the nineteen thirties.
The nineteen thirties,
it's not even the engagement ring.
The thing that lasts forever
hasn't even been around for
a century yet.
Like what a great method of storytelling.
Today,
I want you to steal one of the most
successful behavioral
marketing plays of all time
and show you how to
ethically reverse engineer
and hack it to grow your
practice or your business.
So let's walk it back.
De Beers in the beginning
didn't just sell jewelry.
They had about ten percent
of the jewelry market.
They didn't sell diamonds.
They didn't sell love.
They sold forever.
They created a sticky emotional belief.
Diamonds equal love.
commitment and security.
They attached emotions.
And we talk about that a lot here.
They attached an emotion to
a tangible object.
Then they injected it everywhere.
They wound up going to the mattresses.
Now, again, in the nineteen thirties,
no social media is not
doing it for the gram in
the nineteen thirties.
What was everywhere?
Movies, magazines, celebrities,
school curriculums,
And not just ads, right?
Oh,
just buy a bunch of ads and saturate it.
They got into the fabric of society,
cultural saturation, right?
They also defined, this is brilliant.
They defined the price of
the thing that they were creating.
How much should an engagement ring cost,
right?
You ask your older brother,
you ask your cousins, you ask your uncle,
you ask your...
One month's salary.
Two to three months salary.
One month's salary.
But that's the idea.
It's like, well, it's a month.
It's a fraction of your
overall yearly earnings.
That's insane.
But I knew how to answer that question.
And I've never actually
shopped for an engagement ring.
They also created a
guilt-fueled financial standard.
She's going to walk around with that.
If one of her friends looks at it,
how much does he love you?
That's a nice ring.
I know he makes more than that.
Why didn't he give more than that?
It's behavioral engineering,
not just marketing.
Again, in nineteen thirty nine,
only ten percent of
engagement rings had
diamonds less than one hundred years ago.
By nineteen eighty one.
Eighty percent of engagement
rings were diamonds.
Twenty twenty four.
The market.
Ninety billion dollars.
And at its peak,
De Beers controlled about
ninety percent of global supply.
That's awesome, dude.
Thanks for talking about diamonds.
How do we steal it and break
it down ethically?
Number one,
I think you need to create your
diamond belief.
You need to have a statement,
a clarion call, right?
A diamond is forever.
They took that and they repeated it,
not just for a week, not a month,
not a year, decades.
I'm very sorry,
but cultural change is not
done in a trend.
By definition, a trend comes and goes.
So whatever your thing is, I don't care.
And I've heard a lot of
people have soapboxes, right?
We should have an annual PT visit.
We, no, you, you should have an annual.
Stop trying to get the rest
of PT to follow along.
They're never going to follow along.
Getting everybody to do
anything is impossible.
So choose a belief.
attach an emotion and then
anchor your marketing around it and then
Do it forever.
It can't change.
I'm very sorry.
If you change, the belief will never land.
Then saturate the local
market just like Diamonds did.
Use patient stories, Dave, local talks,
merch, email, social, front desk scripts.
I want your front desk
person that was hired a
month ago to be able to
recite whatever your deeply
held belief is in their freaking sleep.
I don't care if it's AI.
I don't care if it's someone
in the Philippines.
They have to be able to lather, rinse,
and repeat this.
And then you build the offer.
You have to be able to offer
them something.
There's the ticket.
What do I do?
QR code phone call.
There's the offer, right?
Package something people can
assume they should already be doing.
Of course I get my movement
screen every year.
Do you not?
Do you not care about your body?
I'm sorry,
but the culture is ripe for this.
Never before in human
history have people been so
concerned and aware about their health.
The next two generations
behind us are drinking less.
They're taking care of their bodies.
They're paying attention to what they eat.
This is a layup.
The environment,
the atmosphere is perfect for this.
You normalize it until it's expected.
This is not a year.
This is not a half a decade.
This is a decade-long play.
But if you're going to be in
this profession,
I'm looking at people who
just graduated last month.
This is for you.
You plant your flag in this.
Now, I do want to have the reverse.
Why hasn't this worked?
APTA has moved forward, right?
Why hasn't it worked?
I think nobody cares about
minutes or modalities, right?
PT still sells the inputs,
not the outcomes.
I'm very sorry, but selling the outcomes,
the thing that Dave's gonna do,
it's gonna be a slow play, a long play,
but a deep play.
So people are still trying
to feed their families day to day.
So we're still trying to
sell the minutes and the modalities.
Can you do both?
I think you can,
but you have to make sure
you do that long play.
Most clinics don't pick a core belief.
Tony,
how many times have you talked to a
clinic owner?
Who do you help?
What do you do, everybody?
I'm really sorry,
but you're not Walmart or Amazon.
You can't help everybody.
Nike understands it.
We help athletes.
What kind?
Athletes.
Doesn't matter.
And then finally,
the reason it hasn't worked
or won't work for you?
right now is most people give up too soon.
Cultural shifts take boring,
relentless consistency.
Sorry, people are very peopley.
That's how it works.
You have to stick with the
message until your audience
repeats it back to you.
If you think you're over communicating,
quadruple it, multiply it by ten.
You have to keep going until
they say it back to you.
In the end,
if De Beers could turn a carbon
piece of rock under
pressure into a ninety
billion dollar tradition,
you can turn movement into
the most valuable thing in
someone's life.
Just skip the monopoly and
the mining and the blood
diamond part and go right
to helping people transform their lives.
I love this.
I love it.
Did you that from a script?
Like,
were you reading like a screenplay or
like what were you reading?
So I every morning or every
night research.
It's an outline.
So this is how, if I were to read a script,
you'd be able to tell.
If it sounds like parsed down,
it's because that's how
we've read things in radio.
Just give me the bullet points.
I'll connect the dots.
It doesn't matter how I connect them.
But I literally told you at GPT,
I was like,
find me a marketing strategy that worked
years ago that's iconic now
that people would never
think just didn't exist
forever like when it told
me like the nineteen
thirties is when diamonds
became an engagement I was
like nineteen thirties
that's not even two
generations ago that's wild
and now it's not even a
question like I was talking
to a friend who's custom
jewelry the other day and
he was like listen
People, they can, the lab-grown diamonds,
you actually need to put it
under like a chemical
spectrometer to tell the difference.
But even I,
I'm not shopping for an
engagement ring right now,
but even I'm sitting here thinking,
I know, but like, God,
what if she found out?
Or what would people say?
De Beers is in my brain going,
what I spend equals how much I care.
I could save a ton of money
and get her an engagement
ring and take her on a vacation.
But will I risk it?
Will she always think I
don't care enough if I
don't spend enough as much
as her best friend's husband did?
Like, dude, this was a insane play.
And here's the worst part.
We don't even know who the
person was that came up
with this strategy.
That person needs a plaque
in the Marketing Hall of Fame.
So it wasn't so much a
script as much as it was I
did like to dig into the rabbit hole.
And then I just asked Chachi
Pete to give me the beats.
Again,
this is the research that we should
be using to improve patient outcomes,
to improve the quality of care.
This is a playbook that
plays out in all things, like college.
I am so freaked out,
not as freaked out as my wife,
but I'm still pretty
freaked out about telling
my eleventh grader
you don't need to go to college.
There is zero value you're
going to take out of college.
But the society has been built around,
you have to go to college
to get a good job.
He doesn't want a job.
He's going to create something like, okay,
so we see this across lots of professions,
lots of stuff,
bring it into physical therapy.
Now, where's the resistance?
It's going to be
You're manipulating your patients.
This is health care.
Nobody should make money.
Nobody, you know,
it should be altruistic
through and through.
But the sad part about that
is the more you strip
health care from this kind
of emotional commitment,
this kind of impact,
the less effective the health care is,
no matter how objectively
researched it is.
So, you know,
it's it's this was done
because somebody wanted to
make a shit ton of money.
And,
and that was a major driving force
that created this movement.
So, so the question is, you know,
I would say, yes,
an individual could probably do it,
but I think most
individuals in healthcare
are not going to go to
build a business this big.
So why does an Athletico, why does an ATI,
Ivy,
any of these companies that are
already kind of in that world,
why aren't they going that direction?
Yeah.
you know or an organization
but I I think it's going to
be commercially driven I've
been in those rooms and I
and I told you the reason
why they haven't done it
maybe they will now maybe
this is the straw that
breaks the camel's back
it's because you have to
work twenty five years to
become the director of
marketing in a
multi-million or you know
million dollar organization
nationwide and then this is
a risk because look
Who's done it?
Nobody?
I'll wait if, well,
nobody's done it because it
must not be a great idea.
It must not work, right?
Until it comes out in ad age
and your boss comes in and
this used to drive
communications people wild,
but they're right.
When your boss comes in and goes,
why didn't we do that?
Look what Nike did, right?
This is the reason I do
steal this strategy is a
lot of them aren't gonna work.
And a lot of them aren't
gonna be right for you.
I wanna find the elements
that are right for you,
for you to take that out,
put it in your pocket.
When you have enough of
those elements and then you
put something together,
this is what you come up with.
You come up with this, right?
Slowly but surely over time,
you understand oxygen and
nitrogen and hydrogen.
You're like, oh, wait,
what if we put these things
together in the right conditions?
Now we have something.
But you're right.
Most PTs hang around with
other PTs and they watch
what each other does.
And when no one takes a risk,
everyone stays still.
And now we're the frog that
boils in the pot.
We're just sitting there.
We're not even noticing that
we're getting cooked.
But if you don't move...
you're going to get cooked.
I just want to,
I want to ask Tony directly.
So the thing that Jimmy just
pitched and presented that, uh,
what do you want to call it?
Like that, um,
aspirational message or that, uh,
that goal, whatever, whatever, Jimmy,
whatever we're going to
name what Jimmy just presented.
Tony, is that something that you, uh,
could see working.
Is that something you believe in?
I mean, I love it.
I agree with it,
but I know sometimes you
think of things differently.
Is that something what Jimmy just said?
Do you agree with that?
Yes.
A hundred percent.
Totally agree with it.
I think it's our
responsibility and obligation,
not just to educate and inform,
but to emotionally like
grab those strings and pull them.
Now you can use it for evil
or you can use it for good, you know,
and then this has been
obviously a topic we've
discussed across social media.
It's like, all right,
I get patients in my clinic
all the time saying, oh,
I've got to go see my chiropractor.
My hip is out.
No, your hip is not out.
Or I've got to go see my
massage therapist.
I was just reading,
I think it was pain science, Paul Ingram.
talking about massage
therapists and how juicy it
is when a massage therapist
pushes on a sensitive
muscle and says oh you're
so tight do you feel that
can you imagine you know
it's like a rock and and
patients are seeking that
patients are like oh that's
a spot you know can you
feel how tight I can't even
tell you now I'm not a
manual therapist but I touch people and
How many times a day patients are like,
ooh, do you feel that?
Or what do you feel?
They're dying.
They're seeking that confirmation out,
that validation to say, hey, yes,
there is something
objectively wrong here that I, the guru,
the healer, the shaman is going to fix.
Clearly, that's not my comfort zone,
but I could clearly take that,
manipulate that, turn that into...
well,
it's going to take five thousand
dollars for us to fix this.
But, you know, this is what you need.
And then on the flip side,
I've got a couple patients
out there right now that, you know,
I could pull at the adult
children's heart strings to say, hey,
your mom and dad,
they're going to die on the
floor one day because
you're not bringing them to therapy.
You're not getting them to
work on transitions from
standing to supine on the floor,
back to standing.
They're already falling.
They're already having episodes.
And it's true.
I've seen patients.
I've had patients that died
on the floor because nobody
got to them and they couldn't get help.
These are all elements of
personal responsibility and
emotions that we should be bringing in
to use in a positive way to
get the outcome we want.
I'm flashing on the screen
one of the graphics I do a lot.
I know Dave and Tony are
going to roll their eyes.
But these are the things you
actually sell.
I know you think you sell
shockwave treatment or manual therapy.
You do.
That's a how.
but what you're trying to
convey are these emotions, right?
So looking at this pyramid
and for the podcast audience,
you can look at the live
stream on YouTube, but look how hot,
remember the higher you go
on this pyramid,
the more money you can charge for it.
Look at where, look at where a diamond is.
It's an, in my opinion,
the icon is even a diamond.
Like, look, they've, they've, they've,
they've permeated graphics heirloom.
That's,
that's the second level from the
top in the life changing category.
That's what they're selling.
That's when they can say, this is a,
I don't even know.
What do engagement costs?
Fifteen thousand dollars,
three thousand dollars.
Like it depends how here's the,
here's the answer.
If you're a great diamond dealer,
how much do you love her?
Is this the only diamond
you're going to buy or is
there going to be maybe a
second one in fifteen years?
Well, absolutely not.
I can I can recall that they
ask for your budget.
And I'm like, well,
I don't want to say I don't
want to say a number first.
Right.
I remember this was this was
twenty thirteen or
something when I was shopping for them.
But yeah, they'll ask for like a budget.
And then I'm like, well,
I know it's damn sale games.
I'm not going to tell you a number.
Just show me just show me some rocks,
baby.
Let me see what I'm looking at.
So here's why it's important
to pick a thing.
Because in my opinion,
selling movement is like,
I don't know,
selling something so non-tangible, right?
These people are selling love.
And I know an emotion is not
tangible by definition,
but you have to pick something.
It's what you can do with the motion,
the movement, right?
So going on the cruises, the trips,
the vacations,
Tony going off with his
family for the canoe trips, the runs,
his whole family runs six
minute miles or whatever, something crazy,
all that.
This is why it would be
easier for a small clinic
Like a Doug from Run DNA,
if he had a clinic at his studio,
it'd be like,
we help people get back to running in PR.
I think he does have a clinic there.
Then brilliant.
Then that's what his thing is, right?
So it sounds counterintuitive.
By focusing on a smaller audience,
it's easier to figure this thing out.
Again,
nothing says you can't have several
messages in your own clinic.
But I wouldn't pick fifty.
I might pick four and then
hammer on those things.
Because Nike, we help athletes.
There's the arching goal.
But of course, you have Nike running.
You have Nike lacrosse.
You have Nike baseball.
You have Nike swimming,
which I'm not sure.
We don't wear shoes when we swim,
but somehow Nike has Nike swimming.
They figured out that they help athletes.
So everything we're saying today,
if you're like, I'm overwhelmed,
number one, listen to the episode again.
Break it down.
There's a transcript somewhere.
Um, then you have to say, this is simple,
but not easy.
Cause if it was,
someone would have done it already.
I still think the,
I think a large
organization is primed to
do this just cause they
have scale beta test it,
do it in a couple,
that would be even better.
AB test it, do it in a bunch of markets,
pick a couple of KPIs to track,
do it in a few markets.
Do some cities, big cities, small cities,
rural, go to Iowa,
and then see where it does
or doesn't work at other places.
I think that's the only way
to get someone to do it.
Or you just hire us and
we'll come do it for you.
Well,
I think the challenge with this whole
segment, I mean,
we're all on the same page.
We are also not prioritizing
our time as I want to be
the best therapist.
I'm here and not out there
because this to me is more
impactful and more exciting.
But I think a lot of the
people that we're talking to,
they want to be therapists.
They want to be great therapists.
And that's amazing because
we need those people.
But if they had the choice
between going and treating
a patient or thinking about
conceptualizing,
how do I build this into
the culture of my business?
They're going to go do that.
So where this message, I think,
would resonate more powerfully is, okay,
who's the non-therapist who
wants to harness the power of therapy,
all of the greatness within
the profession,
and make it an accessible
business for the general consumer?
You know, now P.E.
private equity gets a bad rap.
It gets all this negativity,
but that's what they do best.
Like they can distill it
down into what's going to really sell,
what's going to really scale.
How do we move this across the country?
I'll tell you where this
I'll tell you where the who
I'll tell you the people to approach.
If you wanted to go to an IV rehab,
an ATI with this strategy,
you don't go to any anybody
in clinic in clinician clinical role.
You go to business development, right?
Physician liaison.
And you say, we're going to do this model.
We're going to make your
surgeon look like a hero.
And then talent acquisition.
You go to the two biggest problems, right?
So could you turn this
into... Rehab to perform is
a great example of doing this already.
All their media, essentially,
most of it is showing why
it's a great place to work
without ever saying,
this is a great place to work.
In fact, I bet you they never say that.
They don't tell you it's a
great place to work.
They show you.
How often?
Every damn day.
In what way?
Every damn way.
I'm very sorry,
but you don't have to convince someone.
Josh is an anomaly at rehab to perform,
in my opinion,
because he is someone who's clinical.
But if you talk to him for
more than five minutes,
he's talking more about...
culture and leadership and
scaling and positions than
he is about deadlifts and
all those different things
is he the founder yeah yeah
I remember listening to him
in terms of growth and him
like talking about his
growth plan I don't know if
it was publicly or on the
phone and being like okay
that's cute and then he did
it and I was like wow like
I did I figured maybe he'd
hit half of what he said
and he didn't he's opening
like two a year it's a little bananas
I think it's largely because
they put their balls out
there and they do what they say.
Everything we just talked about,
they've been doing most of it,
some of it.
And I should walk back my
comment a little bit.
Craig's here.
Scott's here.
Craig's here.
Scott's here.
Steven Dunn.
We do have people who are therapists,
who are clinical,
who are also business-minded,
growth-minded, or building something.
I don't mean to say nobody
here is going to do it.
They're the exception, right?
Who's watching a live stream
about PT and business and
marketing at eight o'clock in the
You there are a lot like we
get lots of downloads, right?
You're still you're still the anomaly,
which I still think like now,
even if you even if you
were the hundredth person
to listen to us do it from our audience,
you still be the top point
zero zero zero one percent
in the country.
There's a lot of people out there.
There's there's a lot more
to win than there is that's
already been won.
I'm just I just want to put
that out there for people.
People get hurt every day.
I don't, can we, I mean, let's start,
we can't start another segment.
We can't.
Well, I got a short one.
I got a quick one and a teaser.
So next week, today's Thursday, next week,
I want to talk about why I
think the term primary care,
whether it's primary care, PT or whatever,
I think it's a horrible mistake.
Um, we, we can talk about the conversation,
you know, using the term doctor,
the pros and cons that we
learned from arguments around,
are you a doctor of physical therapy?
Yes.
Should you use the word doctor in,
in your language?
I think primary care is
moving down this same
dangerous road and I don't
think it's going to achieve
what we want it to.
Let's talk about that next week.
Uh, what I've got to share here now, uh,
This was brought up.
Let me see if I can grab it.
This was brought up in a
occupational therapy Facebook group,
Kara Kettering-Welke.
I can never say her last name.
She shared this article and
I asked her to share it in my group.
So this is from HHS OIG
Office of Inspector General.
Greenfield.
Now, this is not a physical therapy group,
but we'll talk about it.
Greenfield Health System
agreed to pay two hundred
and eighty six thousand
dollars for allegedly
violating the civil
monetary penalty law by
requesting payment from beneficiaries,
Medicare beneficiaries in
violation of an assignment
of assignment of agreement,
basically when you accept assignment.
So just real quick,
self-disclosure to the OIG,
Greenfield Health System.
They agreed to pay the two
hundred and eighty six
thousand dollar fine for
allegedly violating this act.
They were charging annual
memberships to Medicare beneficiaries.
They also agreed to refund
five hundred and seventy
three thousand dollars to
Medicare beneficiaries for
the membership fees that they charged.
I always struggle with
balancing the anti-small
business sentiment of
government and compliance
with we're just here trying
to help the consumer.
The fact is,
when you look at this at the base level,
okay, so this group,
this medical group was
charging Medicare
beneficiaries a membership.
Okay.
You can't require Medicare
beneficiaries to pay in
order to receive Medicare benefits.
So if they were requiring
this membership be paid,
that's a clear violation.
I don't know.
Did they have people on the
staff that understood this?
Were they doing it intentionally?
You know, my assumption is probably not.
They just thought, hey,
we want to help Medicare beneficiaries.
We want to deliver a better outcome.
Let's charge a membership
for non-covered services
and things that are, you know...
Let's bring in more money so
we can deliver a better service.
That's always the situation.
The fact of the matter is
the people who are
intentionally defrauding the government,
who are intentionally stealing,
they're not stealing five
hundred thousand dollars.
They're stealing five
hundred million dollars.
Right.
They're not, you know,
self-reporting at this level.
Like this was probably a mom
and pop shop that just
thought they were doing something great.
And turns out they violated the law.
Yeah.
And again, you know,
every time you try to do
something helpful, beneficial,
it seems like your hand gets slapped.
You get penalized.
I make more defensive
decisions that harm patient
care and outcomes just
because it's not worth it.
You know, for the minimum wage,
I'm getting paid by Medicare.
Like,
why would I take a chance on doing
something wrong?
I'm going to give them the
minimum standard of care
that still helps them.
I'm going to do the least
amount of things that give
me a chance of getting in trouble.
And this is where health
care is because there's
somebody somewhere who
thinks they're helping
protect the consumer.
yeah the juice isn't worth
the squeeze when I when I
took over and I'll give you
like a radio parallel when
I took over the radio
station at years old like I
was given like a six
million dollar a year radio
station which by the way I
don't know if that was the
brightest I'd be a bill
like but glad you did it he
said one thing he said your
primary goal make sure we
don't lose our fcc license
Whatever risks you take,
and I need you to take
risks to stand out.
Number one, you're North Star.
If you're in a room,
if you're about to turn a microphone on,
is there a chance we lose
our license on this?
If the answer is anything but hell no,
don't do it.
The upside is never, we lose our license,
we are dead.
You should think the same thing, right,
from your license, your business license,
your professional license.
Is there a remote chance
this is not illegal?
Is someone like the OIG
going to come in for this?
If the answer isn't absolutely not,
there's no chance they come in.
If that answer isn't absolutely not,
don't do it.
Don't do it.
So parting shots, I'm going to go first.
Hanging on this, you know,
it's why don't more people
do more innovative things,
more cool things like create more,
you know, better businesses?
This is why.
Because when you do,
you run the risk of
violating some arbitrary
law that was established
out there at some time in
the past that might not
even apply to current time.
um the people who have
something to lose you know
we're going to be in a more
defensive position so you
have to play by the rules
but you you still have to
find a way to make
something that people want
to buy that's correct dave
what do you got uh well
real quick they're out of
business this this uh
portland oregon greenfield
health system did you see
that I did not say that but
it would make sense
So they weren't even that big.
It wasn't like a huge hospital.
It was like an urgent care or something.
I mean,
how big could they be if they were
refunding five hundred
thousand dollars in membership fees?
Like this is not not a lot
when you're looking at, you know,
what others have done or are doing.
My parting shot, I agree with Tony.
I have to say this is what
prevents creativity, advancement,
different offers for
different folks across the country.
These fines,
it sounds like it was ridiculous.
It sounds like
it was an offer like like
not even a mandatory uh
charge um but uh that and
then also continue to be
creative with your
marketing continue to look
outside of the box
hopefully the thing that I
covered and what tony and
jimmy kind of double
clicked on with the golden
ticket uh idea hopefully
that will help you in your
practice with your
marketing ideas and feel
free to use chat gpt or
canva or whatever recreate that
Feel free.
If you use it, you got to let us know.
You got to let us maybe
we'll have you on the show in the future.
Yeah, I want to hear.
I would love for in three
months someone to say like, oh,
I did that.
And here's what happened.
Here's what I thought was going to happen.
And here's what actually happened.
My parting shot is about is about diamonds,
man.
De Beers sold you on a rock.
by making it mean something else,
something inside.
Like brilliant move, man.
It's not even a hundred years old.
So you're out here helping people move,
live and feel powerful.
I don't know, man.
That feels more,
it feels like more of a utility.
That feels like it could be
even more powerful.
I feel like every PT and PTA knows this.
It's time to make sure they
can put words to it.
So if they can sell diamonds,
you can sell deadlifts.
But first, you have to write the story,
own that belief, repeat it,
and you'll eventually make it stick.
This was a good episode.
This felt good.
Good job, guys.
I thought you were going to say da bears.
Da bears.
And if you have any diamonds
you want us to take a look at,
you can send them.
I'll DM you my address right now.
Back on Tuesday,
we'll talk about primary care.
Maybe we get some primary
care experts to weigh in before that.
If you use primary care,
if you use that in your messaging,
I want to hear from you.
Gentlemen, have a good day.
Have a good weekend.
All right, guys.
See you.