WEBVTT 00:00:09.365 --> 00:00:10.506 Good morning, healthcare hustlers. 00:00:10.567 --> 00:00:12.587 I got an intro today for you, Tony. 00:00:13.227 --> 00:00:14.268 Welcome to PT Breakfast Club, 00:00:14.288 --> 00:00:15.189 where the takes are hot, 00:00:15.228 --> 00:00:16.309 the coffee is iced, 00:00:16.370 --> 00:00:17.210 and the strategy hits 00:00:17.250 --> 00:00:18.571 harder than your last 00:00:18.631 --> 00:00:20.111 continuing education course. 00:00:20.170 --> 00:00:21.352 Today, we're diving into diamonds, 00:00:21.391 --> 00:00:23.873 controversy, and clinic content. 00:00:24.193 --> 00:00:25.533 Maybe he's too busy booking 00:00:25.934 --> 00:00:28.315 brand new patients to join us. 00:00:28.356 --> 00:00:28.916 Oh, no, here he is. 00:00:29.556 --> 00:00:30.115 We're gonna show you how to 00:00:30.155 --> 00:00:31.356 turn your big culture plays 00:00:31.376 --> 00:00:32.518 into real growth moments 00:00:32.997 --> 00:00:33.957 for your practice. 00:00:34.238 --> 00:00:36.420 Dave Kittle on cue. 00:00:36.659 --> 00:00:38.561 Talk about the Dave and the Dave arrives. 00:00:40.182 --> 00:00:41.825 So it's no secret that how 00:00:41.844 --> 00:00:43.347 we generate ideas for the 00:00:43.387 --> 00:00:44.829 show is a little bit like 00:00:44.868 --> 00:00:46.131 how Jimmy's brain works. 00:00:46.170 --> 00:00:48.012 I don't wanna throw you guys under the bus, 00:00:48.033 --> 00:00:49.655 but my brain is like sporadic. 00:00:50.155 --> 00:00:51.156 I see something in the moment, 00:00:51.258 --> 00:00:52.118 we throw it in the group 00:00:52.139 --> 00:00:53.680 chat and then we'll remember it later. 00:00:54.661 --> 00:00:56.381 Sometimes we'll sit down to go live, 00:00:56.722 --> 00:00:57.582 and Tony or Dave will be like, 00:00:57.783 --> 00:00:59.103 let's talk about that thing you suggested, 00:00:59.143 --> 00:00:59.362 Jimmy. 00:00:59.402 --> 00:00:59.963 And I'm like, 00:01:00.103 --> 00:01:01.183 I have no recollection of 00:01:01.204 --> 00:01:01.863 what you're talking about. 00:01:02.103 --> 00:01:03.463 But good thing we have the group chat. 00:01:03.783 --> 00:01:05.265 But this came in hot off the press. 00:01:05.665 --> 00:01:07.344 Were you sharing this this morning, Dave, 00:01:07.444 --> 00:01:09.566 the images? 00:01:09.665 --> 00:01:11.206 I don't want to go too far, 00:01:11.286 --> 00:01:12.826 so I want you to lead this off. 00:01:12.846 --> 00:01:14.287 Yeah, this morning. 00:01:14.980 --> 00:01:15.280 Perfect. 00:01:15.299 --> 00:01:15.599 All right. 00:01:15.640 --> 00:01:16.320 So set it up. 00:01:16.620 --> 00:01:17.501 I think it's brilliant. 00:01:17.781 --> 00:01:19.221 Even me, one eye, 00:01:19.762 --> 00:01:21.503 head still on pillow as I'm reading it, 00:01:22.322 --> 00:01:22.983 thought it was brilliant. 00:01:23.024 --> 00:01:23.823 So walk us through this. 00:01:23.843 --> 00:01:24.424 This is awesome. 00:01:24.463 --> 00:01:25.504 I think people can do this today. 00:01:26.868 --> 00:01:28.049 Well, you know, 00:01:28.149 --> 00:01:30.629 it's a free offer for new 00:01:30.769 --> 00:01:32.049 or current clients of ours 00:01:32.870 --> 00:01:34.210 to get a free treatment visit, 00:01:35.010 --> 00:01:35.950 but they have to, 00:01:35.971 --> 00:01:37.712 the only catch is that they get to, 00:01:37.891 --> 00:01:39.492 or they have to agree to 00:01:39.751 --> 00:01:40.811 video record the whole thing. 00:01:40.831 --> 00:01:42.173 Now I know Tony does a lot of this. 00:01:42.612 --> 00:01:43.453 We don't have, 00:01:43.593 --> 00:01:45.493 we have the brick and mortar in Manhattan, 00:01:45.513 --> 00:01:46.114 but it's kind of like a 00:01:46.194 --> 00:01:47.233 subletted situation. 00:01:47.254 --> 00:01:48.634 So we're still mostly home visits. 00:01:49.995 --> 00:01:51.855 I haven't had everyone sign 00:01:52.114 --> 00:01:52.935 the social media release 00:01:52.974 --> 00:01:53.635 upfront like Tony, 00:01:53.656 --> 00:01:54.596 but long story short is, 00:01:55.456 --> 00:01:56.936 um a month or a couple 00:01:56.956 --> 00:01:58.236 months ago spending a lot 00:01:58.296 --> 00:01:59.658 on google ads I can get a 00:01:59.697 --> 00:02:00.778 ton of leads I heard 00:02:00.817 --> 00:02:01.798 something from alex formosi 00:02:01.817 --> 00:02:03.978 and it like blew my mind it 00:02:03.998 --> 00:02:05.118 was very very something 00:02:05.140 --> 00:02:06.939 very simple okay there's 00:02:07.239 --> 00:02:08.281 there's leads and then 00:02:08.300 --> 00:02:10.121 there's engaged leads I can 00:02:10.181 --> 00:02:11.622 spend a ton of money on 00:02:11.641 --> 00:02:13.382 google ads and sometimes I 00:02:13.401 --> 00:02:14.763 do get our ideal client 00:02:15.163 --> 00:02:16.883 someone who's you know they 00:02:17.144 --> 00:02:17.723 they're looking for the 00:02:17.743 --> 00:02:18.804 best whatever they want the 00:02:18.824 --> 00:02:20.425 home visits they want what we offer 00:02:21.585 --> 00:02:22.384 then we also got to filter 00:02:22.405 --> 00:02:23.604 through the medicaid and 00:02:23.645 --> 00:02:25.265 the medicare you know leads 00:02:25.286 --> 00:02:26.425 that are just looking for 00:02:26.825 --> 00:02:28.947 the insurance-based uh 00:02:29.247 --> 00:02:30.926 offers so I sent to you 00:02:30.947 --> 00:02:31.986 guys a screenshot of what I 00:02:32.026 --> 00:02:32.806 just started sending out 00:02:32.907 --> 00:02:33.907 yesterday and last night 00:02:33.987 --> 00:02:35.608 it's a golden ticket you 00:02:35.647 --> 00:02:36.568 gotta name it right we've 00:02:36.587 --> 00:02:39.128 talked about it before um 00:02:39.269 --> 00:02:40.508 it's uh free treatment 00:02:40.549 --> 00:02:41.489 golden ticket let me pull 00:02:41.508 --> 00:02:42.188 it up because I'm on my 00:02:42.229 --> 00:02:42.930 phone so it's a little 00:02:42.969 --> 00:02:45.409 small so I made this on 00:02:45.430 --> 00:02:45.990 where do you think I got 00:02:46.009 --> 00:02:46.610 what do you think I made 00:02:46.629 --> 00:02:48.170 this by the way this digital offer 00:02:49.531 --> 00:02:52.693 chat gpt dolly canada chat 00:02:52.753 --> 00:02:54.754 gpt baby I made this from 00:02:54.814 --> 00:02:56.917 chat gbt I also by the way 00:02:57.197 --> 00:02:58.117 not a plug for them because 00:02:58.138 --> 00:02:58.698 they don't need it because 00:02:58.717 --> 00:03:00.199 they're a huge company I 00:03:00.239 --> 00:03:01.060 just signed up yesterday 00:03:01.099 --> 00:03:01.820 for the paid account 00:03:01.841 --> 00:03:02.841 because it was taking too 00:03:02.860 --> 00:03:03.801 long for them to generate 00:03:04.282 --> 00:03:06.704 these uh these images and I 00:03:06.723 --> 00:03:08.385 was like texting chat gbt 00:03:08.406 --> 00:03:10.788 like what's taking so long like you you 00:03:11.508 --> 00:03:12.769 Process my image, please. 00:03:13.610 --> 00:03:14.371 It's like waiting, 00:03:14.390 --> 00:03:15.211 and a lot of people are 00:03:15.692 --> 00:03:16.491 processing images. 00:03:16.913 --> 00:03:19.314 So I typed out the description of this. 00:03:19.955 --> 00:03:21.015 SatGPT made this. 00:03:21.497 --> 00:03:22.157 Is it on the screen? 00:03:22.197 --> 00:03:24.058 Can you show a full screen? 00:03:24.079 --> 00:03:25.060 There we go. 00:03:25.120 --> 00:03:26.161 All right, so full treatment, 00:03:26.600 --> 00:03:28.103 golden ticket, concierge pain relief, 00:03:28.122 --> 00:03:28.862 physical therapy, 00:03:29.783 --> 00:03:30.844 must agree to video 00:03:30.884 --> 00:03:31.925 recording for social media. 00:03:31.966 --> 00:03:33.146 This includes all treatments, 00:03:33.187 --> 00:03:34.788 including StemPod, cupping, taping, 00:03:34.829 --> 00:03:36.610 stretching, back cracking. 00:03:37.770 --> 00:03:39.271 Soft tissue, joint spine. 00:03:39.632 --> 00:03:40.513 It's our phone number, 00:03:40.832 --> 00:03:42.454 a QR code that links to our website. 00:03:43.194 --> 00:03:45.656 And, you know, four of twenty five, 00:03:45.695 --> 00:03:47.896 a little bit of, you know, scarcity, 00:03:50.959 --> 00:03:53.420 expiration date at the end of this month. 00:03:53.461 --> 00:03:54.762 So a little bit of urgency. 00:03:56.062 --> 00:03:57.903 I'm trying to utilize all 00:03:57.963 --> 00:04:02.306 the aspects that are often 00:04:02.407 --> 00:04:03.187 utilized or needed. 00:04:03.747 --> 00:04:06.188 And so I started to send this to friends, 00:04:06.229 --> 00:04:07.110 baseball buddies, 00:04:07.669 --> 00:04:08.670 folks that follow me on 00:04:08.830 --> 00:04:09.651 Instagram that are in the 00:04:09.691 --> 00:04:10.491 New York City area. 00:04:11.132 --> 00:04:13.153 And the other image that you 00:04:13.174 --> 00:04:14.735 shared was me basically 00:04:14.794 --> 00:04:17.036 sending this image to folks 00:04:17.096 --> 00:04:17.857 and saying like, hey, 00:04:18.076 --> 00:04:20.418 I know you're in the New York City area. 00:04:21.119 --> 00:04:23.100 This person, by the way, this screenshot, 00:04:23.180 --> 00:04:24.141 I've never met this person. 00:04:24.221 --> 00:04:24.641 So- 00:04:24.701 --> 00:04:26.482 You've never met this person? 00:04:26.502 --> 00:04:27.802 This is a cold message? 00:04:28.663 --> 00:04:29.165 So no, 00:04:29.225 --> 00:04:31.326 so this person has been following me. 00:04:31.446 --> 00:04:32.427 I never met them, 00:04:32.466 --> 00:04:33.708 but they've messaged me 00:04:33.747 --> 00:04:35.129 about like the baby. 00:04:35.209 --> 00:04:36.689 I don't even know how, 00:04:37.271 --> 00:04:37.790 if they're following, 00:04:37.810 --> 00:04:38.851 I don't know if it's a PT. 00:04:38.911 --> 00:04:39.612 I don't know if it's someone 00:04:39.653 --> 00:04:40.713 like in the M&A space, 00:04:40.733 --> 00:04:42.074 but they're in the New York City area. 00:04:42.814 --> 00:04:43.375 Wow. 00:04:43.495 --> 00:04:45.538 There was a little, no, listen, 00:04:45.637 --> 00:04:46.879 in March and April, 00:04:47.199 --> 00:04:48.279 there was a back and forth, 00:04:48.300 --> 00:04:49.120 but about random stuff, 00:04:49.139 --> 00:04:50.321 like about New York City and kids. 00:04:50.341 --> 00:04:51.903 I know, it's just so great though. 00:04:52.163 --> 00:04:52.322 Yeah. 00:04:53.187 --> 00:04:54.309 That doesn't make any sense, 00:04:54.348 --> 00:04:55.529 but it makes complete sense. 00:04:56.129 --> 00:04:58.471 Yeah, so like I, because I don't know, 00:04:58.492 --> 00:04:59.151 it's irrelevant, 00:04:59.192 --> 00:05:00.593 but like I was posting 00:05:00.632 --> 00:05:02.553 stories in March when we 00:05:02.574 --> 00:05:03.495 were doing like the baby's 00:05:03.514 --> 00:05:04.956 first birthday photos. 00:05:05.435 --> 00:05:07.718 And this person in the New 00:05:07.737 --> 00:05:08.437 York City area that follows 00:05:08.458 --> 00:05:10.620 me on Instagram was asking me like, hey, 00:05:10.660 --> 00:05:11.600 who's that photographer? 00:05:11.620 --> 00:05:12.240 And I was like, oh, 00:05:12.300 --> 00:05:13.401 she's on Staten Island. 00:05:13.442 --> 00:05:14.882 It's so-and-so, here's her name, whatever, 00:05:14.903 --> 00:05:15.202 whatever. 00:05:15.663 --> 00:05:16.903 That's how the conversation started. 00:05:17.303 --> 00:05:18.204 But then I just hit her with 00:05:18.225 --> 00:05:19.586 that DM last night. 00:05:20.125 --> 00:05:20.607 Like, hey, 00:05:20.687 --> 00:05:21.848 since you're in the New York City area, 00:05:21.889 --> 00:05:22.569 we're offering free 00:05:22.588 --> 00:05:23.531 treatments to new and 00:05:23.571 --> 00:05:25.052 existing clients who are 00:05:25.153 --> 00:05:26.314 okay with video recording 00:05:26.334 --> 00:05:27.735 the treatment for social media, 00:05:28.137 --> 00:05:28.778 house calls, 00:05:28.918 --> 00:05:30.860 or Midtown Manhattan office 00:05:30.880 --> 00:05:31.982 and the street address. 00:05:32.382 --> 00:05:33.184 Feel free to share with 00:05:33.244 --> 00:05:34.946 anyone nearby who's dealing with aches, 00:05:34.985 --> 00:05:35.826 pains, or stress. 00:05:37.358 --> 00:05:39.319 And then you can see what she says here. 00:05:39.360 --> 00:05:40.942 She goes, let me talk to my husband. 00:05:41.021 --> 00:05:42.264 He's got regular neck pain, 00:05:42.644 --> 00:05:43.745 so he could be interested, 00:05:43.805 --> 00:05:44.906 especially if it's a house call. 00:05:45.187 --> 00:05:46.069 Now, I don't know where they live. 00:05:46.108 --> 00:05:47.129 I'm assuming it's Manhattan, 00:05:47.149 --> 00:05:48.471 but obviously we'd have to 00:05:48.492 --> 00:05:49.613 clarify and confirm that. 00:05:49.934 --> 00:05:53.559 But I am stepping away from... 00:05:54.560 --> 00:05:55.120 Google ads. 00:05:55.341 --> 00:05:58.904 I am working on leveraged word of mouth, 00:05:58.944 --> 00:06:00.406 meaning physician marketing, 00:06:00.447 --> 00:06:01.648 concierge physicians that 00:06:01.668 --> 00:06:02.348 send us patients, 00:06:02.848 --> 00:06:04.050 those patients that do not 00:06:04.091 --> 00:06:06.593 bat an eye about our self-pay rate. 00:06:07.053 --> 00:06:07.875 And then I'm also, 00:06:08.055 --> 00:06:09.295 the folks that are kind of like, 00:06:10.281 --> 00:06:11.103 their twenties thirties 00:06:11.182 --> 00:06:12.283 forties like maybe they 00:06:12.343 --> 00:06:13.964 really can't or don't want 00:06:13.985 --> 00:06:14.786 they can't afford our 00:06:15.206 --> 00:06:16.447 offering or they don't want 00:06:16.466 --> 00:06:17.827 to do it those are the 00:06:17.848 --> 00:06:18.449 folks that are going to be 00:06:18.468 --> 00:06:20.810 on our social media uh 00:06:20.850 --> 00:06:22.132 getting treatment in their 00:06:22.172 --> 00:06:24.074 all in their home maybe 00:06:24.093 --> 00:06:24.853 they come to my home if I 00:06:24.874 --> 00:06:25.935 know them and we'll record 00:06:25.954 --> 00:06:27.396 it there and the idea is 00:06:27.415 --> 00:06:28.237 that I'm going to record 00:06:28.276 --> 00:06:28.838 this stuff I'm going to 00:06:28.858 --> 00:06:29.978 have my therapist porous 00:06:30.019 --> 00:06:31.800 meta being delivering the 00:06:31.819 --> 00:06:32.540 treatment I don't want to 00:06:32.560 --> 00:06:33.380 be in the videos 00:06:34.122 --> 00:06:35.303 I want to produce the content. 00:06:35.764 --> 00:06:36.446 And then in the future, 00:06:36.485 --> 00:06:37.367 if that works out well, 00:06:37.387 --> 00:06:38.769 then in the future it would be like, Hey, 00:06:38.829 --> 00:06:39.089 I got to, 00:06:39.250 --> 00:06:40.271 I'm going to hire like some 00:06:40.391 --> 00:06:41.333 videographer or whatever. 00:06:41.994 --> 00:06:43.095 And then you guys chop it up 00:06:43.136 --> 00:06:44.276 or send it to Jimmy McKay 00:06:44.297 --> 00:06:45.278 and his team or whatever. 00:06:45.298 --> 00:06:47.781 And this is, that's, that's the idea. 00:06:48.432 --> 00:06:49.995 Drew would kill at this, my buddy Drew, 00:06:50.175 --> 00:06:50.896 who's a videographer. 00:06:50.995 --> 00:06:52.177 Like, this is so smart. 00:06:52.216 --> 00:06:53.038 Like, I don't even know. 00:06:53.557 --> 00:06:53.699 Like, 00:06:53.738 --> 00:06:55.560 do I just be quiet or do I go through 00:06:55.581 --> 00:06:56.822 everything that I like about this? 00:06:56.882 --> 00:06:58.002 Like, do I just go like, hey, 00:06:58.062 --> 00:06:59.024 no notes or do I want to? 00:06:59.303 --> 00:07:00.024 Because you were pointing 00:07:00.105 --> 00:07:01.266 out all the elements, right? 00:07:01.326 --> 00:07:03.028 If we were if you were 00:07:03.468 --> 00:07:05.411 Donald Miller or if you were Seth Godin, 00:07:05.430 --> 00:07:06.732 you'd point out like the 00:07:06.812 --> 00:07:09.074 first thing you see in this message. 00:07:09.115 --> 00:07:09.915 Number one, it's gold. 00:07:10.115 --> 00:07:10.776 It stands out. 00:07:11.437 --> 00:07:12.637 right it's it's the golden 00:07:12.677 --> 00:07:14.017 ticket jimmy I wanna I 00:07:14.038 --> 00:07:14.658 wanna hear all your 00:07:14.678 --> 00:07:16.660 feedback let's go this I 00:07:16.680 --> 00:07:18.100 don't know feedback as much 00:07:18.141 --> 00:07:19.440 as just like chef's kiss 00:07:19.461 --> 00:07:21.141 man golden ticket I gotta 00:07:21.182 --> 00:07:22.163 see what what this is 00:07:22.343 --> 00:07:23.803 name's nice and big you you 00:07:23.843 --> 00:07:25.845 point it out it's it's 00:07:25.925 --> 00:07:27.305 pretty clear right like you 00:07:27.365 --> 00:07:28.625 drew me in the goal of the 00:07:28.665 --> 00:07:29.646 headline is to get me to 00:07:29.687 --> 00:07:30.687 read the next line the goal 00:07:30.706 --> 00:07:31.687 the next line is to get me 00:07:31.708 --> 00:07:33.189 to read one more line so 00:07:33.209 --> 00:07:34.670 you got me with free treatment 00:07:35.629 --> 00:07:36.250 That's my favorite. 00:07:36.290 --> 00:07:37.552 It's my second favorite F word. 00:07:37.591 --> 00:07:38.012 It's free. 00:07:39.733 --> 00:07:41.375 Golden Ticket, Concierge Pain Relief. 00:07:42.516 --> 00:07:45.298 I would say the only – no, free treatment. 00:07:45.699 --> 00:07:46.661 Four out of twenty-five 00:07:46.701 --> 00:07:47.942 makes it feel exclusive. 00:07:48.461 --> 00:07:49.622 The exploding offer 00:07:50.244 --> 00:07:52.446 expirations June thirtieth. 00:07:53.067 --> 00:07:55.007 Very clear two ways to engage, 00:07:55.028 --> 00:07:57.089 the QR code or the phone number. 00:07:57.750 --> 00:07:59.190 You used words that they use 00:07:59.291 --> 00:08:00.672 back cracking like that. 00:08:01.132 --> 00:08:02.351 That's not evidence based. 00:08:02.391 --> 00:08:03.612 We don't call it doesn't matter. 00:08:03.653 --> 00:08:04.153 They call it. 00:08:04.632 --> 00:08:05.112 I read it. 00:08:05.132 --> 00:08:06.134 I read it to my wife, Amy, 00:08:06.153 --> 00:08:06.694 who's also a PT. 00:08:06.733 --> 00:08:09.074 And she was like, she like she I was like, 00:08:09.115 --> 00:08:09.875 hey, what do you think of this? 00:08:09.915 --> 00:08:10.894 I had on my laptop and 00:08:10.935 --> 00:08:11.754 literally the only thing 00:08:11.814 --> 00:08:13.115 she said was back cracking. 00:08:13.456 --> 00:08:15.937 And I'm like, I know, I know, I know. 00:08:15.976 --> 00:08:17.817 But I get right spinal manipulation, 00:08:17.836 --> 00:08:20.038 but spinal adjustments. 00:08:20.437 --> 00:08:22.699 I'm just like, let me let me. 00:08:24.067 --> 00:08:25.769 just try to go fifth to 00:08:25.869 --> 00:08:26.930 eighth grade reading level. 00:08:27.009 --> 00:08:28.630 Like it's going to resonate 00:08:28.651 --> 00:08:29.891 the fastest with most people. 00:08:29.951 --> 00:08:31.452 They read it in two seconds. 00:08:31.473 --> 00:08:32.133 Like, come on. 00:08:32.173 --> 00:08:32.413 Yeah. 00:08:32.774 --> 00:08:33.474 So it's clear. 00:08:33.573 --> 00:08:34.315 It's concise. 00:08:34.434 --> 00:08:34.955 It's fun. 00:08:35.135 --> 00:08:35.696 It's different. 00:08:35.796 --> 00:08:36.416 It does not look, 00:08:36.897 --> 00:08:38.577 it does not taste medical, 00:08:38.898 --> 00:08:40.438 but it is right at its core. 00:08:40.458 --> 00:08:40.778 Like it's, 00:08:40.899 --> 00:08:42.200 it's physical therapy and then 00:08:42.299 --> 00:08:43.100 delivery method, 00:08:43.120 --> 00:08:45.522 like cold DMing people that 00:08:45.543 --> 00:08:46.163 you've already, 00:08:46.182 --> 00:08:47.244 it doesn't matter how you've, 00:08:47.604 --> 00:08:48.443 how they know you, 00:08:48.945 --> 00:08:50.225 how they like you or how 00:08:50.245 --> 00:08:51.206 they might trust you. 00:08:51.225 --> 00:08:51.626 You don't know. 00:08:52.307 --> 00:08:52.866 She does. 00:08:53.226 --> 00:08:53.488 Right. 00:08:53.687 --> 00:08:55.187 And we clipped her name out. 00:08:55.227 --> 00:08:55.388 Right. 00:08:55.408 --> 00:08:57.570 But it's such a great response. 00:08:57.649 --> 00:08:58.950 Thank you for that. 00:08:59.429 --> 00:09:00.291 I don't need this, 00:09:00.311 --> 00:09:02.091 but let me talk to my husband. 00:09:02.812 --> 00:09:04.533 Like she's going to she's now, you know, 00:09:04.572 --> 00:09:05.913 I call it like the running 00:09:05.953 --> 00:09:06.933 back is now carrying the 00:09:06.974 --> 00:09:08.674 ball past the defensive line. 00:09:08.975 --> 00:09:10.336 You're into the secondary now, man. 00:09:10.556 --> 00:09:12.677 She's now going to share this for you. 00:09:12.897 --> 00:09:13.677 You didn't have to beg. 00:09:13.956 --> 00:09:14.837 Share with your friends. 00:09:16.359 --> 00:09:18.100 Tag someone below who might need this, 00:09:18.220 --> 00:09:18.480 right? 00:09:18.500 --> 00:09:19.740 That's a cheesy way of doing it. 00:09:20.020 --> 00:09:21.923 She did it without you really asking. 00:09:21.942 --> 00:09:23.323 She was like, this sounds great. 00:09:23.403 --> 00:09:24.404 I understand what it is. 00:09:24.865 --> 00:09:25.765 I'm now going to share it 00:09:25.785 --> 00:09:27.826 with someone I obviously care about, 00:09:27.907 --> 00:09:28.388 my husband. 00:09:28.908 --> 00:09:33.432 So I would love, like, let's mark it down. 00:09:33.451 --> 00:09:34.692 Like two, three weeks from now, 00:09:34.731 --> 00:09:36.754 I want to see how many messages you sent, 00:09:37.053 --> 00:09:38.134 how many responses you got, 00:09:38.174 --> 00:09:39.155 and then how many videos 00:09:39.176 --> 00:09:40.297 you were able to shoot out of this. 00:09:40.716 --> 00:09:42.057 And then what the videos 00:09:42.077 --> 00:09:42.638 were able to bring. 00:09:42.677 --> 00:09:43.278 This is great. 00:09:43.499 --> 00:09:44.379 This is so easy. 00:09:44.438 --> 00:09:45.220 It's so easy, though. 00:09:45.240 --> 00:09:45.720 It's simple. 00:09:46.539 --> 00:09:47.640 Tony hasn't said a word. 00:09:47.660 --> 00:09:50.461 Tony is so quiet, I'm afraid. 00:09:50.721 --> 00:09:51.822 I'm about to get kicked off 00:09:51.863 --> 00:09:52.602 the show or something. 00:09:52.623 --> 00:09:54.083 What's going on? 00:09:54.124 --> 00:09:55.825 I've got a technical question. 00:09:56.945 --> 00:09:58.005 With the QR code, 00:09:58.025 --> 00:09:59.405 and I might have asked this before, 00:10:00.267 --> 00:10:02.167 I know you can scan it with your phone, 00:10:02.187 --> 00:10:04.148 but if the ticket's on the phone, 00:10:04.427 --> 00:10:06.750 does the QR code do anything? 00:10:07.190 --> 00:10:07.230 No. 00:10:08.490 --> 00:10:10.130 I haven't tried that aspect, 00:10:10.191 --> 00:10:12.530 but if they're getting the 00:10:12.572 --> 00:10:14.192 ticket on their phone, 00:10:15.572 --> 00:10:16.753 can you screenshot it? 00:10:17.452 --> 00:10:17.913 You can. 00:10:18.092 --> 00:10:19.214 It's four steps long. 00:10:19.374 --> 00:10:20.313 The only other thing I would 00:10:20.354 --> 00:10:22.073 say is if they respond, 00:10:22.274 --> 00:10:23.195 just drop the link there. 00:10:23.754 --> 00:10:25.095 that's it like the hyperlink 00:10:25.296 --> 00:10:26.855 right because I I was gonna 00:10:26.895 --> 00:10:28.196 knock like qr codes on 00:10:28.235 --> 00:10:29.277 phones but she could also 00:10:29.336 --> 00:10:30.797 show it to someone you can 00:10:30.836 --> 00:10:32.557 do it with google lens it's 00:10:32.577 --> 00:10:35.379 like four or five steps um 00:10:35.418 --> 00:10:36.139 so if I was gonna give a 00:10:36.219 --> 00:10:37.339 note it would be that but 00:10:37.379 --> 00:10:40.240 like but I think the qr 00:10:40.259 --> 00:10:42.301 code even if it's not like 00:10:42.400 --> 00:10:45.341 an effective whatever it 00:10:45.402 --> 00:10:48.023 still brings validation to it like 00:10:48.363 --> 00:10:49.724 Hey, this is a real thing. 00:10:50.144 --> 00:10:51.306 It's a real, you know, 00:10:51.546 --> 00:10:54.087 piece of paper or whatever. 00:10:54.128 --> 00:10:54.749 Like Jimmy said, 00:10:54.849 --> 00:10:56.691 I love the fact that it 00:10:56.750 --> 00:10:59.413 wasn't the person that got it. 00:10:59.592 --> 00:11:00.975 It was the person that got 00:11:00.995 --> 00:11:02.875 it is giving it to somebody else. 00:11:02.956 --> 00:11:04.998 That gifting effect I think 00:11:05.077 --> 00:11:06.940 is huge because same thing. 00:11:06.980 --> 00:11:09.221 Like if, if you sent me that, 00:11:09.761 --> 00:11:11.524 I would feel guilty using 00:11:11.604 --> 00:11:13.085 it because I don't want you 00:11:13.105 --> 00:11:14.746 to give me something for free because 00:11:14.886 --> 00:11:16.187 but then if I could take 00:11:16.227 --> 00:11:16.989 that and give it to 00:11:17.028 --> 00:11:19.471 somebody else now I feel 00:11:19.530 --> 00:11:20.912 like okay there's you know 00:11:21.412 --> 00:11:22.712 I'm not taking advantage of 00:11:22.773 --> 00:11:24.554 you but I'm giving it to 00:11:24.575 --> 00:11:25.816 somebody else who will use 00:11:25.855 --> 00:11:26.956 it I think there's huge 00:11:26.996 --> 00:11:30.419 value in that um I love the 00:11:30.460 --> 00:11:31.941 concept obviously I love 00:11:31.980 --> 00:11:33.461 video I love video of real 00:11:33.501 --> 00:11:35.403 people I could see taking 00:11:35.464 --> 00:11:37.065 something like this also as 00:11:37.085 --> 00:11:39.547 a reactivation campaign big time you know 00:11:39.927 --> 00:11:41.087 You go back and you look 00:11:41.107 --> 00:11:42.649 through your database and you're like, 00:11:42.750 --> 00:11:45.011 hey, John, it's been a couple of months. 00:11:45.152 --> 00:11:46.773 We're creating content. 00:11:46.793 --> 00:11:48.214 You had such a great story. 00:11:48.355 --> 00:11:49.394 I'd love to share it. 00:11:49.975 --> 00:11:51.177 Listen, we're doing a deal. 00:11:51.236 --> 00:11:51.977 Come on in. 00:11:52.258 --> 00:11:54.038 It's no cost to you as long 00:11:54.078 --> 00:11:55.200 as you let me record. 00:11:55.801 --> 00:11:58.363 And I want to create content 00:11:58.403 --> 00:11:59.183 from your story. 00:12:00.304 --> 00:12:01.245 I think this could be taken 00:12:01.265 --> 00:12:02.225 a hundred different ways. 00:12:03.171 --> 00:12:03.471 Yeah. 00:12:03.631 --> 00:12:05.013 I mean, so wait, 00:12:05.052 --> 00:12:05.653 how are you thinking about 00:12:05.734 --> 00:12:06.313 executing this? 00:12:06.375 --> 00:12:07.296 You're going to like, all right. 00:12:07.316 --> 00:12:08.437 So now you've got, let's say, 00:12:08.496 --> 00:12:09.477 ten people follow through 00:12:09.498 --> 00:12:10.339 and they're like, I'm in. 00:12:10.458 --> 00:12:10.938 Say less. 00:12:11.639 --> 00:12:13.142 Are you going to do this as one offs? 00:12:13.162 --> 00:12:13.842 Because now you've got to 00:12:13.883 --> 00:12:16.004 coordinate three people. 00:12:16.125 --> 00:12:16.586 Yeah. 00:12:16.605 --> 00:12:17.186 What's next? 00:12:17.846 --> 00:12:19.168 So so let's just say like, 00:12:19.207 --> 00:12:20.269 let's say if you two were 00:12:20.289 --> 00:12:21.049 in the New York City area 00:12:21.090 --> 00:12:22.251 and you replied to it, right? 00:12:22.591 --> 00:12:24.313 The idea is it's going to be a one off. 00:12:24.514 --> 00:12:26.274 so you know jimmy is the 00:12:26.674 --> 00:12:27.615 maybe jimmy the previous 00:12:27.654 --> 00:12:28.956 patient maybe jimmy is 00:12:28.995 --> 00:12:30.076 someone who I just dm 00:12:30.116 --> 00:12:31.317 because you follow me or 00:12:31.356 --> 00:12:32.638 whatever we know each other 00:12:32.697 --> 00:12:34.979 somehow so if I if I send 00:12:34.999 --> 00:12:36.178 this to jimmy mckay and 00:12:36.239 --> 00:12:37.460 jimmy replies like hey I'm 00:12:37.519 --> 00:12:39.541 interested the approach is 00:12:39.561 --> 00:12:40.201 we're going to tell them 00:12:40.260 --> 00:12:41.280 hey we're going to have 00:12:41.301 --> 00:12:42.721 them e-sign or in person 00:12:42.761 --> 00:12:43.883 signs whatever this social 00:12:43.903 --> 00:12:44.822 media release is which I'll 00:12:44.903 --> 00:12:46.303 also generate on chat gbt I 00:12:46.323 --> 00:12:47.484 don't I think I have one 00:12:47.524 --> 00:12:48.344 somewhere but I'll probably 00:12:48.364 --> 00:12:48.985 have to do another one 00:12:49.684 --> 00:12:50.745 So Jimmy signs that. 00:12:51.647 --> 00:12:52.527 He gets the free treatment. 00:12:52.547 --> 00:12:54.609 Now, I would also sidebar, 00:12:54.629 --> 00:12:55.469 I want to get your feedback 00:12:55.690 --> 00:12:59.172 on the pros and cons of doing the normal, 00:13:00.192 --> 00:13:01.274 the normal, normal, 00:13:01.714 --> 00:13:02.754 nerdy physical therapy 00:13:02.794 --> 00:13:03.755 evaluation and treatment, 00:13:03.956 --> 00:13:06.298 or do you just do all the highlighted, 00:13:06.677 --> 00:13:06.878 you know, 00:13:06.937 --> 00:13:08.719 stim pod and maybe an adjustment 00:13:08.759 --> 00:13:10.301 or maybe some stretching or whatever, 00:13:10.721 --> 00:13:11.942 specifically for the camera, 00:13:11.981 --> 00:13:13.942 like where I'm telling my therapist, like, 00:13:13.962 --> 00:13:14.783 all right, do this, do this, 00:13:14.803 --> 00:13:15.825 and I'm doing different angles, 00:13:16.205 --> 00:13:16.905 because then the 00:13:17.505 --> 00:13:19.067 the patient or client like 00:13:19.827 --> 00:13:21.269 we benefit from the content 00:13:21.589 --> 00:13:22.229 but then the patient and 00:13:22.249 --> 00:13:22.929 client like are they 00:13:22.990 --> 00:13:24.091 actually getting the real 00:13:24.150 --> 00:13:25.711 experience or yeah jimmy's 00:13:25.731 --> 00:13:26.673 saying maybe I can do both 00:13:26.692 --> 00:13:28.094 ways do both like because 00:13:28.153 --> 00:13:29.715 number one this is a sell 00:13:30.054 --> 00:13:31.035 like you are selling to 00:13:31.056 --> 00:13:32.417 this one person like 00:13:32.437 --> 00:13:33.017 correct yeah they've 00:13:33.037 --> 00:13:34.678 already sort of half like 00:13:34.778 --> 00:13:35.938 sold but like I'd love to 00:13:35.979 --> 00:13:36.960 see like hey I gave this 00:13:37.000 --> 00:13:38.441 free treatment which a lot 00:13:38.461 --> 00:13:39.701 of times I'm against like 00:13:39.782 --> 00:13:40.743 people are against right 00:13:40.982 --> 00:13:41.823 I've been against it I've 00:13:42.244 --> 00:13:43.225 been against it forever but 00:13:43.845 --> 00:13:45.866 there was because even if 00:13:45.886 --> 00:13:47.768 this is a zero it's able to 00:13:47.928 --> 00:13:48.808 also generate something 00:13:48.869 --> 00:13:49.889 else so that's why I'm one 00:13:49.929 --> 00:13:51.150 thousand percent okay okay 00:13:51.171 --> 00:13:52.932 with it I say you do your 00:13:53.013 --> 00:13:54.573 regular stuff and then and 00:13:54.594 --> 00:13:55.374 then you can choose what 00:13:55.413 --> 00:13:57.775 you share uh different 00:13:57.796 --> 00:13:58.376 places because you're 00:13:58.576 --> 00:14:00.077 you're giving an experience 00:14:00.437 --> 00:14:01.239 and you're sharing 00:14:01.458 --> 00:14:02.299 everything so I would say 00:14:02.539 --> 00:14:03.461 if I got you for an hour 00:14:03.821 --> 00:14:06.003 share and do and shoot everything 00:14:08.010 --> 00:14:08.671 And it's going to be it's 00:14:08.691 --> 00:14:09.292 going to be one or two 00:14:09.351 --> 00:14:11.913 visits with that with with Jimmy. 00:14:12.453 --> 00:14:14.115 It's not going to be an ongoing one. 00:14:14.134 --> 00:14:14.735 That's smart. 00:14:15.216 --> 00:14:16.256 Maybe maybe one or two. 00:14:16.517 --> 00:14:17.477 It's not going to be more than that. 00:14:17.498 --> 00:14:19.519 But then if they so that the 00:14:19.558 --> 00:14:20.539 idea would then to convert 00:14:20.580 --> 00:14:21.441 like how many of these 00:14:21.461 --> 00:14:22.922 folks can we convert to a 00:14:22.961 --> 00:14:23.982 full plan of care to 00:14:24.082 --> 00:14:25.163 whether we we check their 00:14:25.182 --> 00:14:26.283 out of network insurance benefits? 00:14:26.303 --> 00:14:27.245 If they don't have out of network, 00:14:27.725 --> 00:14:29.105 then can we sell them a package? 00:14:29.145 --> 00:14:30.427 Can we sell them the self pay rate, 00:14:30.466 --> 00:14:30.748 whatever? 00:14:31.388 --> 00:14:33.673 but more folks with 00:14:33.712 --> 00:14:34.595 service-based businesses 00:14:34.615 --> 00:14:36.460 will then convert because 00:14:36.500 --> 00:14:37.923 they've actually experienced 00:14:39.056 --> 00:14:40.736 the value of what we do the 00:14:40.797 --> 00:14:41.876 convenience like oh someone 00:14:41.897 --> 00:14:43.357 came here they showed up 00:14:43.577 --> 00:14:44.258 they came to my home 00:14:44.278 --> 00:14:45.119 they're presentable they're 00:14:45.158 --> 00:14:45.938 professional they know what 00:14:45.958 --> 00:14:47.019 they're talking about oh 00:14:47.340 --> 00:14:49.020 and I felt five or ten or 00:14:49.041 --> 00:14:50.441 twenty percent better in in 00:14:50.480 --> 00:14:52.501 the first hour so then if 00:14:52.522 --> 00:14:53.863 they have some issue later 00:14:53.962 --> 00:14:55.264 also like let's say six 00:14:55.303 --> 00:14:55.903 months twelve months down 00:14:55.923 --> 00:14:56.484 the line if they have an 00:14:56.543 --> 00:14:58.125 injury whatever back pain 00:14:58.585 --> 00:14:59.404 then who are they going to 00:14:59.424 --> 00:15:00.645 call first they're going to 00:15:00.666 --> 00:15:01.907 call someone who already 00:15:01.947 --> 00:15:02.626 treated them right 00:15:03.313 --> 00:15:04.774 and if someone they know 00:15:04.914 --> 00:15:05.975 just like this woman did 00:15:05.995 --> 00:15:06.836 with her husband it's like 00:15:07.115 --> 00:15:08.356 I went with this guy dave 00:15:08.496 --> 00:15:09.697 I'm good actually that's 00:15:09.716 --> 00:15:10.878 the problem is I'm good but 00:15:11.118 --> 00:15:15.460 go with this guy um okay I 00:15:15.500 --> 00:15:16.679 would go the only thing I 00:15:16.701 --> 00:15:17.961 would suggest and you might 00:15:17.980 --> 00:15:19.162 have already done this is I 00:15:19.182 --> 00:15:20.601 would go into it with at 00:15:20.642 --> 00:15:22.582 least the idea of what are 00:15:22.623 --> 00:15:23.844 three to five different 00:15:23.884 --> 00:15:25.085 videos I want to get out of 00:15:25.144 --> 00:15:27.346 it give the give the shooter 00:15:28.450 --> 00:15:29.270 a shot sheet. 00:15:29.791 --> 00:15:31.831 Like I need totally, you know what I mean? 00:15:31.871 --> 00:15:33.133 Like I need, I need this, I need this. 00:15:33.173 --> 00:15:34.013 And this way you can sort of 00:15:34.092 --> 00:15:35.134 check off and it's not, 00:15:35.153 --> 00:15:35.813 cause I've been there. 00:15:35.913 --> 00:15:37.394 Listen, I I'm pretty good at winging it. 00:15:37.716 --> 00:15:38.655 But then when you get to sit 00:15:38.696 --> 00:15:39.355 down later and you're 00:15:39.417 --> 00:15:40.136 editing and you're like, 00:15:40.197 --> 00:15:42.238 I don't have that shot sucks, 00:15:42.337 --> 00:15:43.719 like sucks to be you, you can't do it. 00:15:44.038 --> 00:15:45.539 So I would say go in with a shot sheet. 00:15:45.980 --> 00:15:46.360 And again, 00:15:46.421 --> 00:15:47.981 you can generate that with AI too, 00:15:48.182 --> 00:15:48.761 which would be great. 00:15:48.802 --> 00:15:49.802 Hey, give it the setup. 00:15:49.863 --> 00:15:51.403 Hey, you know, keep that thread. 00:15:51.783 --> 00:15:53.044 And this way the GPT all 00:15:53.205 --> 00:15:54.304 like understands the whole 00:15:54.345 --> 00:15:55.666 concept and they can 00:15:55.706 --> 00:15:56.687 generate the shot sheet. 00:15:57.307 --> 00:15:58.908 Then you can show them what footage I mean, 00:15:59.188 --> 00:16:00.048 you can explain what 00:16:00.089 --> 00:16:00.889 footage you have and it 00:16:00.909 --> 00:16:01.971 could probably help you edit. 00:16:02.110 --> 00:16:02.350 I mean, 00:16:02.692 --> 00:16:03.652 this is where this is where a 00:16:03.692 --> 00:16:04.812 really skilled videographer 00:16:04.852 --> 00:16:07.355 is worth their weight in gold. 00:16:07.375 --> 00:16:09.998 Yeah, we you know, we grab clips. 00:16:11.078 --> 00:16:12.720 I kind of know in my head, OK, 00:16:12.899 --> 00:16:14.240 I want to get a little I 00:16:14.260 --> 00:16:15.903 want to get some shockwave stuff today. 00:16:15.923 --> 00:16:17.604 I want to get some new fit stuff today. 00:16:17.624 --> 00:16:19.586 I want to get the blaze pods or whatever. 00:16:22.043 --> 00:16:24.405 It's a combination of I know 00:16:24.426 --> 00:16:25.645 what I want to do with this 00:16:25.765 --> 00:16:27.187 particular patient. 00:16:27.988 --> 00:16:29.969 And then it goes into I know 00:16:30.009 --> 00:16:32.429 what shot I want to get for social media. 00:16:34.030 --> 00:16:36.091 So it is a little back and forth. 00:16:36.131 --> 00:16:38.754 Now, this is brand new for your people. 00:16:39.594 --> 00:16:41.855 I guarantee it's gonna be uncomfortable, 00:16:41.914 --> 00:16:42.875 it's gonna be awkward, 00:16:42.934 --> 00:16:43.995 it's gonna be a lot of 00:16:44.076 --> 00:16:46.636 wasted footage and stuff, 00:16:46.697 --> 00:16:48.236 but that's just kind of the 00:16:48.297 --> 00:16:50.378 learning process and going through it. 00:16:52.018 --> 00:16:53.458 But like Jimmy said, 00:16:53.839 --> 00:16:55.580 I would focus on the person that's there 00:16:56.447 --> 00:16:58.928 The content will will create 00:16:58.969 --> 00:17:00.149 itself basically. 00:17:00.870 --> 00:17:04.192 And then the primary objective is, hey, 00:17:04.231 --> 00:17:05.712 let's create something that 00:17:05.792 --> 00:17:07.193 is unique that nobody else 00:17:07.253 --> 00:17:09.115 is showing or has shown. 00:17:09.934 --> 00:17:11.976 And then if we get a client 00:17:12.036 --> 00:17:14.178 out of this long term, even better, 00:17:14.298 --> 00:17:14.718 even better. 00:17:14.897 --> 00:17:15.838 Yeah, it's a great idea. 00:17:16.519 --> 00:17:17.578 And the fact that it has a name, 00:17:17.660 --> 00:17:19.480 it is the golden ticket. 00:17:19.901 --> 00:17:20.881 I really want to hear 00:17:20.921 --> 00:17:22.521 somebody in the audience who's like, okay, 00:17:22.561 --> 00:17:24.163 I'll do this too, and we can test. 00:17:24.502 --> 00:17:25.784 This is science, baby. 00:17:26.223 --> 00:17:28.025 It's like if Dave gets great results, 00:17:28.045 --> 00:17:28.525 you'd be like, well, 00:17:28.545 --> 00:17:29.385 he's in New York City. 00:17:29.425 --> 00:17:30.306 It wouldn't work here. 00:17:30.326 --> 00:17:30.906 I'm like, good. 00:17:31.047 --> 00:17:32.086 I want six people. 00:17:32.827 --> 00:17:33.988 I want someone in Iowa. 00:17:34.167 --> 00:17:35.449 Like, you know, we always bag on Iowa. 00:17:35.808 --> 00:17:37.369 I want someone from Iowa to be like, 00:17:37.410 --> 00:17:38.451 it didn't take this to work. 00:17:38.490 --> 00:17:39.411 You always bag on Iowa. 00:17:39.451 --> 00:17:40.231 We don't mention Iowa at all. 00:17:40.251 --> 00:17:41.392 Guilty by association, man. 00:17:41.412 --> 00:17:42.553 Guilty by association. 00:17:42.673 --> 00:17:42.752 Yeah. 00:17:45.188 --> 00:17:45.768 So this is great. 00:17:45.807 --> 00:17:46.568 It's the golden ticket. 00:17:46.588 --> 00:17:49.450 So wait, you did this when? 00:17:49.609 --> 00:17:49.770 Like, 00:17:50.151 --> 00:17:52.031 let's just talk like the final thoughts. 00:17:52.571 --> 00:17:53.472 All yesterday. 00:17:53.532 --> 00:17:54.113 All yesterday. 00:17:54.153 --> 00:17:54.313 Good. 00:17:54.353 --> 00:17:55.374 So it's like just starting. 00:17:56.334 --> 00:17:58.355 How many actual people responded? 00:17:58.575 --> 00:17:59.316 Like actually was like, 00:17:59.435 --> 00:18:00.576 let me think about it, of course. 00:18:02.037 --> 00:18:04.939 I mean, I don't know, five so far. 00:18:04.999 --> 00:18:05.159 I mean, 00:18:05.298 --> 00:18:07.000 I probably sent it to like ten or 00:18:07.019 --> 00:18:07.359 fifteen. 00:18:07.380 --> 00:18:08.221 Like the response rate is 00:18:08.280 --> 00:18:10.602 huge already because most of the people, 00:18:10.622 --> 00:18:11.843 they're already following me or know me. 00:18:11.883 --> 00:18:13.884 I didn't send it to like cold people. 00:18:14.194 --> 00:18:14.355 Yes, 00:18:15.694 --> 00:18:18.516 you earned their attention at stage one, 00:18:18.955 --> 00:18:19.915 and now you're converting 00:18:19.935 --> 00:18:21.776 that attention in an active way, 00:18:21.836 --> 00:18:24.237 not a passive way. 00:18:24.257 --> 00:18:26.096 Do you want to see how I 00:18:26.136 --> 00:18:28.478 actually started to use 00:18:28.498 --> 00:18:29.698 this with someone on 00:18:29.738 --> 00:18:32.618 Instagram that had not even 00:18:32.659 --> 00:18:33.378 followed me yesterday. 00:18:33.419 --> 00:18:34.558 They just commented something. 00:18:34.838 --> 00:18:36.338 If you want to pull it up on Instagram. 00:18:37.179 --> 00:18:37.380 Yeah. 00:18:37.400 --> 00:18:39.359 Can you send it to me on your Instagram? 00:18:40.193 --> 00:18:40.433 Oh yeah. 00:18:40.473 --> 00:18:41.575 On concierge pain relief. 00:18:41.974 --> 00:18:42.115 Yeah. 00:18:42.195 --> 00:18:43.896 Like a comment, a comment. 00:18:43.936 --> 00:18:45.798 And then how I took the comment into DM. 00:18:45.857 --> 00:18:47.219 I'm not going to show the DM, 00:18:47.240 --> 00:18:48.200 but it's like the same DM 00:18:48.240 --> 00:18:49.181 as what we showed earlier. 00:18:49.820 --> 00:18:51.682 And so while he's, while he's doing that, 00:18:51.722 --> 00:18:53.403 let me ask you, go back. 00:18:53.443 --> 00:18:54.484 I don't know if you said it. 00:18:54.684 --> 00:18:55.986 Why do you want to move away 00:18:56.006 --> 00:18:57.928 from Google ads and, and that stuff? 00:18:59.723 --> 00:19:02.445 Because I'm not getting a 00:19:02.486 --> 00:19:04.326 sufficient amount of ideal 00:19:04.586 --> 00:19:06.327 patients and clients from, 00:19:06.909 --> 00:19:08.128 I'm not getting engaged leads. 00:19:08.209 --> 00:19:08.730 I mean, 00:19:09.390 --> 00:19:11.531 sometimes we get someone that is 00:19:11.571 --> 00:19:13.653 the ideal client, but for whatever reason, 00:19:13.692 --> 00:19:15.153 like there's just more of 00:19:15.193 --> 00:19:17.355 this trust of either the 00:19:17.414 --> 00:19:18.336 leverage word of mouth from 00:19:18.435 --> 00:19:19.537 a concierge physician, 00:19:20.096 --> 00:19:20.998 or it's the word of mouth, 00:19:21.018 --> 00:19:23.378 like the thing with, you know, 00:19:23.398 --> 00:19:24.740 knowing people that we've 00:19:24.759 --> 00:19:25.461 treated in the past and 00:19:25.480 --> 00:19:28.281 they refer us like internal word of mouth, 00:19:28.321 --> 00:19:28.762 organic. 00:19:29.843 --> 00:19:31.064 And then also the social media stuff. 00:19:31.104 --> 00:19:33.105 So this digital offer is 00:19:33.145 --> 00:19:34.606 kind of like I'm trying and 00:19:34.626 --> 00:19:36.627 then the video stuff that 00:19:36.667 --> 00:19:37.788 Tony has been doing forever, 00:19:38.169 --> 00:19:39.150 like I want to do more of 00:19:39.190 --> 00:19:41.310 that and I've seen the benefit of it. 00:19:41.912 --> 00:19:43.952 And so I want to have more 00:19:44.032 --> 00:19:46.174 investments in these other 00:19:46.214 --> 00:19:48.096 places that what I'm really 00:19:48.115 --> 00:19:49.977 finding out is, and another company, 00:19:50.017 --> 00:19:50.518 Pravadas, 00:19:51.038 --> 00:19:51.518 home care, 00:19:51.837 --> 00:19:52.998 like they're a self paid nursing 00:19:53.038 --> 00:19:53.919 company in New York City, 00:19:54.439 --> 00:19:55.138 they send me patients, 00:19:55.159 --> 00:19:56.898 they also don't bat an eye 00:19:57.140 --> 00:19:58.680 on their ideal client, 00:19:58.720 --> 00:19:59.660 like when when they hear 00:19:59.779 --> 00:20:01.039 our offer or the dollar amount, 00:20:01.059 --> 00:20:02.401 they're like, Alright, fine, no problem. 00:20:03.040 --> 00:20:03.421 All right. 00:20:03.861 --> 00:20:04.701 Can you can you scroll? 00:20:05.000 --> 00:20:05.882 Can you scroll down a little 00:20:05.922 --> 00:20:07.241 bit to there's like a 00:20:07.261 --> 00:20:08.061 there's like a quadricep? 00:20:08.082 --> 00:20:10.022 Right here you go. 00:20:10.063 --> 00:20:11.002 No, no, a little bit lower. 00:20:12.184 --> 00:20:13.728 How often do you post on this account, 00:20:13.827 --> 00:20:14.548 this Instagram? 00:20:14.990 --> 00:20:16.231 Not enough, not enough. 00:20:16.952 --> 00:20:17.713 Is this the, I mean, 00:20:17.734 --> 00:20:18.675 look at the knee here. 00:20:18.756 --> 00:20:20.259 Keep going a little bit lower, sorry. 00:20:20.558 --> 00:20:20.759 Here? 00:20:20.779 --> 00:20:21.681 Yeah, right there to the left. 00:20:22.871 --> 00:20:24.111 All right, so this is public. 00:20:24.551 --> 00:20:26.192 So you can see in the comments, 00:20:27.771 --> 00:20:28.472 Susan Chang. 00:20:28.492 --> 00:20:29.333 Right here. 00:20:29.353 --> 00:20:31.394 So she just commented yesterday, wow, 00:20:32.094 --> 00:20:34.114 is this injected and then stimulated? 00:20:34.253 --> 00:20:35.315 And obviously, it's not. 00:20:35.394 --> 00:20:37.535 So what's interesting is that user, 00:20:37.575 --> 00:20:40.135 that person, Susan, on her account, 00:20:40.175 --> 00:20:41.675 she's posting this. 00:20:42.676 --> 00:20:43.817 All her content is about, 00:20:43.997 --> 00:20:44.737 she recently toured, 00:20:44.797 --> 00:20:47.657 and she was working at some 00:20:47.798 --> 00:20:49.358 New York City corporate 00:20:49.398 --> 00:20:50.038 company or whatever. 00:20:50.898 --> 00:20:52.039 And she commented on this 00:20:52.099 --> 00:20:53.619 other orthopedic surgeon's 00:20:53.880 --> 00:20:54.661 Instagram account. 00:20:55.060 --> 00:20:56.961 And I saw her comment on his account. 00:20:57.041 --> 00:20:58.521 I clicked into her page. 00:20:58.902 --> 00:21:01.502 And I just liked one or two of her posts. 00:21:02.364 --> 00:21:04.023 And then hours later, I look at Instagram. 00:21:04.324 --> 00:21:05.444 She commented this. 00:21:06.224 --> 00:21:08.405 She commented on another Stimpod video. 00:21:08.465 --> 00:21:10.106 So the video that I posted on Stimpod, 00:21:10.146 --> 00:21:11.007 Tony's been saying, hey, 00:21:11.307 --> 00:21:12.587 I got to post more videos of Stimpod. 00:21:12.647 --> 00:21:14.548 I got maybe two or three or something. 00:21:15.189 --> 00:21:15.848 And she was asking, 00:21:15.888 --> 00:21:17.410 is this like an injection and stimulation, 00:21:17.430 --> 00:21:17.750 whatever? 00:21:18.329 --> 00:21:20.211 And so if you see my response here, 00:21:21.330 --> 00:21:23.531 To her, I go, hi, Susan, 00:21:23.551 --> 00:21:24.673 sorry to hear about your ACL. 00:21:24.772 --> 00:21:25.893 No, it's not an injection. 00:21:25.933 --> 00:21:27.294 This is non-invasive. 00:21:27.773 --> 00:21:29.095 It's the stem pod for nerve pain, 00:21:29.115 --> 00:21:29.895 muscle stimulation, 00:21:29.955 --> 00:21:30.655 overall blood flow and 00:21:30.675 --> 00:21:32.576 circulation and healing. 00:21:33.037 --> 00:21:34.998 Interested in trying it out on your quad, 00:21:35.699 --> 00:21:36.338 question mark. 00:21:36.479 --> 00:21:38.599 And so then she's like, yeah, 00:21:38.680 --> 00:21:39.280 I'm interested. 00:21:39.421 --> 00:21:39.901 Absolutely. 00:21:39.961 --> 00:21:41.362 So then I DM'd her. 00:21:44.262 --> 00:21:46.785 I DM'd her like, hey, here's how we can, 00:21:46.964 --> 00:21:48.244 like, if you're interested, here's what, 00:21:48.326 --> 00:21:48.486 you know, 00:21:48.506 --> 00:21:49.865 we'll send you more information tomorrow, 00:21:49.885 --> 00:21:50.446 which is today. 00:21:51.496 --> 00:21:52.737 And after speaking with her, 00:21:52.777 --> 00:21:53.978 that was part of the 00:21:54.018 --> 00:21:56.078 impetus to make this digital, 00:21:56.940 --> 00:21:58.560 the golden ticket, the free offer, 00:21:58.601 --> 00:21:59.281 the free treatment, 00:21:59.821 --> 00:22:01.222 because I think she's 00:22:01.303 --> 00:22:02.144 posting other content 00:22:02.183 --> 00:22:04.045 around she got laid off or 00:22:04.085 --> 00:22:05.086 something at her corporate job. 00:22:05.105 --> 00:22:06.287 So it's like she might not 00:22:06.307 --> 00:22:07.748 have the funds or the insurance anyway. 00:22:07.768 --> 00:22:08.248 So it's like, hey, 00:22:08.268 --> 00:22:09.709 she's probably going to be 00:22:09.729 --> 00:22:10.869 a candidate that's going to say yes, 00:22:10.890 --> 00:22:11.570 because she's already 00:22:11.611 --> 00:22:12.932 commenting on surgeons 00:22:13.771 --> 00:22:16.016 uh a surgeon's profile on 00:22:16.076 --> 00:22:17.898 instagram so she's going to 00:22:17.919 --> 00:22:19.221 be a candidate to then post 00:22:19.280 --> 00:22:20.323 and maybe she'll post it on 00:22:20.363 --> 00:22:21.144 her account now she's got a 00:22:21.184 --> 00:22:22.105 couple thousand followers 00:22:22.145 --> 00:22:24.769 nothing crazy but it's like locals so 00:22:25.866 --> 00:22:26.346 Also, 00:22:26.366 --> 00:22:27.708 a great way to slide into people's 00:22:27.748 --> 00:22:29.367 DMs if you're a single 00:22:29.428 --> 00:22:30.909 person is showing value and 00:22:30.929 --> 00:22:32.308 then just following up in the DMs. 00:22:32.650 --> 00:22:33.190 Also, Tony, 00:22:33.230 --> 00:22:34.450 I noticed you did not get the 00:22:34.509 --> 00:22:35.411 early morning memo that 00:22:35.451 --> 00:22:36.371 we're going with the white 00:22:36.431 --> 00:22:37.550 V-neck t-shirt today. 00:22:37.570 --> 00:22:39.392 I didn't know if you didn't notice that, 00:22:39.451 --> 00:22:41.113 but Tony's going full follow-up. 00:22:41.153 --> 00:22:42.732 I'm liking this because the 00:22:43.133 --> 00:22:44.413 past several episodes, 00:22:44.433 --> 00:22:46.013 sometimes we're all wearing a dark shirt. 00:22:46.034 --> 00:22:46.634 Yeah, we're wearing... 00:22:48.296 --> 00:22:48.996 We're in spring. 00:22:49.057 --> 00:22:51.460 So yeah, we're like, hold on a second. 00:22:51.619 --> 00:22:53.382 I have a segment all ready to go, 00:22:53.962 --> 00:22:55.986 but we might go sideways here. 00:22:56.727 --> 00:22:57.788 Here's a crazy. 00:22:58.008 --> 00:23:00.632 And then I was look at this woman's, 00:23:01.152 --> 00:23:02.334 this is who you're just talking about. 00:23:02.374 --> 00:23:03.355 This is Susan Chang. 00:23:04.195 --> 00:23:04.836 Right. 00:23:04.855 --> 00:23:05.876 Two thousand followers. 00:23:06.037 --> 00:23:07.017 I have to follow her now, 00:23:07.137 --> 00:23:08.597 but that's not the amazing part. 00:23:09.199 --> 00:23:09.739 She is. 00:23:10.138 --> 00:23:11.619 I'm just barely looking at 00:23:11.640 --> 00:23:13.140 her content and she's doing 00:23:13.180 --> 00:23:15.441 like eleven weeks post-op. 00:23:15.761 --> 00:23:20.223 She's journaling Lockman test week ten. 00:23:20.364 --> 00:23:21.403 She's journaling her 00:23:21.443 --> 00:23:25.165 recovery from non-surgical stem cell ACL, 00:23:25.405 --> 00:23:27.007 ninety percent torn and recovery. 00:23:27.307 --> 00:23:29.367 So so she didn't have surgery then. 00:23:29.448 --> 00:23:29.728 Right. 00:23:29.847 --> 00:23:32.009 Non-surgical stem cell ACL 00:23:32.048 --> 00:23:33.450 recovery like that. 00:23:34.198 --> 00:23:40.785 You didn't engineer this, could you? 00:23:41.605 --> 00:23:43.528 You were looking for your golden ticket, 00:23:43.548 --> 00:23:44.269 which is brilliant. 00:23:44.388 --> 00:23:45.329 And you're looking to have 00:23:45.390 --> 00:23:47.531 people come on and show off 00:23:47.571 --> 00:23:49.294 in real time what you're doing. 00:23:50.471 --> 00:23:52.512 Could you now turn your 00:23:52.553 --> 00:23:55.974 client and get deeper permission and say, 00:23:56.035 --> 00:23:57.855 listen, you're an ideal person. 00:23:57.976 --> 00:23:59.896 Susan, you're the person I'm looking for. 00:24:00.037 --> 00:24:00.857 You're the needle in the 00:24:00.917 --> 00:24:02.097 stack of needles of people 00:24:02.117 --> 00:24:03.798 that I did golden ticket videos with. 00:24:04.539 --> 00:24:06.280 What I want to do now is I 00:24:06.300 --> 00:24:07.401 want to open a new 00:24:07.461 --> 00:24:09.041 Instagram account together. 00:24:09.383 --> 00:24:10.663 It's all about you. 00:24:11.123 --> 00:24:12.023 And now we're going to 00:24:12.084 --> 00:24:13.505 feature your recovery. 00:24:13.904 --> 00:24:15.365 You are now turning Susan. 00:24:15.405 --> 00:24:16.467 I mean, she's already doing it. 00:24:16.666 --> 00:24:17.788 But could you turn someone 00:24:17.887 --> 00:24:20.411 else into an avatar to now 00:24:20.590 --> 00:24:21.471 create content? 00:24:21.612 --> 00:24:22.291 Nothing on her. 00:24:22.451 --> 00:24:23.532 Nothing on her account says 00:24:23.573 --> 00:24:24.913 anything about concierge 00:24:24.933 --> 00:24:27.256 pain relief or Dave Kittle or anything. 00:24:27.336 --> 00:24:28.156 It's just Susan. 00:24:28.738 --> 00:24:30.239 And now when Susan's doing stuff, 00:24:30.278 --> 00:24:30.598 of course, 00:24:30.659 --> 00:24:31.759 Dave's videographer will be 00:24:31.779 --> 00:24:32.621 making all of it. 00:24:32.980 --> 00:24:33.760 Because Susan's like, 00:24:33.780 --> 00:24:34.442 I just want to show up and 00:24:34.461 --> 00:24:36.282 be Susan and get treatment 00:24:36.303 --> 00:24:37.763 for free because she just lost her job, 00:24:38.023 --> 00:24:39.223 but she wants the best treatment, 00:24:39.464 --> 00:24:40.164 and Dave's the guy. 00:24:40.484 --> 00:24:42.026 I'll do that in exchange for 00:24:42.445 --> 00:24:43.287 you're going to be a 00:24:43.346 --> 00:24:45.768 character in my documentary 00:24:45.807 --> 00:24:49.049 series that's real, raw, and gritty. 00:24:49.150 --> 00:24:51.050 It looks like Instagram videos. 00:24:51.270 --> 00:24:52.151 It is Instagram videos. 00:24:52.431 --> 00:24:54.092 Could you create your ideal 00:24:54.132 --> 00:24:56.834 patient a new account that Dave owns, 00:24:57.114 --> 00:24:58.875 that Susan's the star of, 00:24:59.973 --> 00:25:01.075 Do you see where I'm going with this? 00:25:01.756 --> 00:25:03.537 I absolutely love it. 00:25:03.717 --> 00:25:04.837 Tony already knows this. 00:25:05.097 --> 00:25:06.420 People already do this. 00:25:06.460 --> 00:25:08.121 People create accounts and they're like, 00:25:08.260 --> 00:25:09.422 I'm an MS warrior. 00:25:09.481 --> 00:25:11.604 I'm a Parkinson's soldier. 00:25:11.703 --> 00:25:13.625 I don't like people already do this. 00:25:13.665 --> 00:25:14.086 Right, Tony? 00:25:14.586 --> 00:25:14.906 Yeah. 00:25:15.547 --> 00:25:16.288 Without being paid, 00:25:16.327 --> 00:25:17.249 without being affiliated 00:25:17.269 --> 00:25:18.009 with any practice. 00:25:18.450 --> 00:25:18.869 Correct. 00:25:18.910 --> 00:25:19.190 Correct. 00:25:19.230 --> 00:25:20.632 They put time and effort into this. 00:25:21.172 --> 00:25:23.493 This isn't about social media. 00:25:23.854 --> 00:25:26.215 It's about media that is social. 00:25:26.317 --> 00:25:27.356 It's somebody doing 00:25:27.438 --> 00:25:28.377 something that they care 00:25:28.417 --> 00:25:30.119 about and they're willing to do it. 00:25:30.160 --> 00:25:31.881 And people document their recovery. 00:25:32.816 --> 00:25:33.395 All the time. 00:25:33.516 --> 00:25:34.256 I mean, I'm in a couple, 00:25:34.635 --> 00:25:36.076 a lot of times in neuro rehab, 00:25:36.096 --> 00:25:38.217 a lot of stroke Facebook 00:25:38.237 --> 00:25:39.916 groups that I'm in, spinal cord injury. 00:25:40.237 --> 00:25:41.416 It's people looking for community. 00:25:41.436 --> 00:25:42.018 And what do you do? 00:25:42.057 --> 00:25:42.978 You talk about the stuff you know. 00:25:43.438 --> 00:25:44.038 So this would be 00:25:44.157 --> 00:25:46.317 manufacturing a way for her 00:25:46.337 --> 00:25:47.397 to do that thing that she's 00:25:47.458 --> 00:25:48.038 already doing. 00:25:48.338 --> 00:25:49.898 But you could partner with 00:25:49.959 --> 00:25:51.058 Susan who's doing it now, 00:25:51.699 --> 00:25:53.078 or could you find someone 00:25:53.098 --> 00:25:54.779 and make them your star? 00:25:55.259 --> 00:25:56.519 Stop being the face. 00:25:56.839 --> 00:25:57.779 Make someone else the face. 00:25:57.900 --> 00:25:58.339 I don't know. 00:25:58.420 --> 00:25:59.441 There's a little effort there, 00:25:59.480 --> 00:26:02.161 but there could be a lot of payoff. 00:26:03.246 --> 00:26:05.567 Now, I would have assumed that account, 00:26:05.768 --> 00:26:09.430 she's promoting or selling 00:26:09.450 --> 00:26:13.553 or whatever the non-surgical offer. 00:26:13.573 --> 00:26:14.834 Maybe. 00:26:14.874 --> 00:26:15.753 She's got no link. 00:26:16.275 --> 00:26:17.075 There's no link. 00:26:17.635 --> 00:26:17.976 Yeah. 00:26:18.355 --> 00:26:19.156 Okay. 00:26:19.176 --> 00:26:20.557 I mean, from what I'm seeing… 00:26:22.242 --> 00:26:25.865 And I'm just looking at the thumbnails. 00:26:26.067 --> 00:26:27.969 It appears it's a passion 00:26:28.009 --> 00:26:29.951 project like many of us are. 00:26:29.971 --> 00:26:31.551 Because she wants people to come along. 00:26:31.612 --> 00:26:32.593 Ten weeks since tearing, 00:26:32.633 --> 00:26:33.994 ninety percent of my ACL. 00:26:34.355 --> 00:26:35.155 Eight weeks since getting 00:26:35.215 --> 00:26:36.136 stem cell treatments. 00:26:36.477 --> 00:26:37.999 One week since passing Lachman's test. 00:26:38.459 --> 00:26:40.019 Like that's literally what she wrote. 00:26:40.638 --> 00:26:42.180 However, you know, 00:26:42.380 --> 00:26:43.880 Tony could absolutely be 00:26:43.920 --> 00:26:44.700 right at the same time. 00:26:44.980 --> 00:26:46.380 This could be a play where 00:26:46.440 --> 00:26:48.260 she gets a commission 00:26:48.280 --> 00:26:49.641 because she's not a provider. 00:26:50.020 --> 00:26:50.961 She could get a commission 00:26:51.000 --> 00:26:52.621 when she sparks up DM 00:26:52.661 --> 00:26:53.842 conversations with other 00:26:53.942 --> 00:26:55.922 potential ACL patients. 00:26:56.481 --> 00:26:57.662 And then she's like, oh, 00:26:57.761 --> 00:26:58.922 here's the place I use. 00:26:58.961 --> 00:26:59.663 Here's the surgeon. 00:26:59.702 --> 00:27:02.303 Here's the whatever, you know, stem cell. 00:27:02.563 --> 00:27:03.782 Here's where they got the stem cells. 00:27:03.823 --> 00:27:04.863 Here's their process, whatever. 00:27:04.923 --> 00:27:06.804 I'll send you the link or, you know, 00:27:06.824 --> 00:27:07.683 if you want more information. 00:27:08.064 --> 00:27:09.005 I can connect you, whatever. 00:27:09.305 --> 00:27:10.145 It could be. 00:27:10.346 --> 00:27:10.787 Who knows? 00:27:11.146 --> 00:27:14.589 Her account says day-by-day comeback. 00:27:17.638 --> 00:27:18.400 Does that mean she has to 00:27:18.440 --> 00:27:19.420 shoot a video every day? 00:27:19.881 --> 00:27:20.080 No. 00:27:20.500 --> 00:27:21.442 She could meet with Dave and 00:27:21.461 --> 00:27:23.182 his videographer for five 00:27:23.222 --> 00:27:24.042 hours and be like, 00:27:24.423 --> 00:27:25.263 see you in a month and a half, 00:27:25.304 --> 00:27:26.805 because we got a month and 00:27:26.825 --> 00:27:27.726 a half's worth of stuff. 00:27:27.746 --> 00:27:28.105 All right, 00:27:28.145 --> 00:27:29.287 we're going to meet you at the seaport. 00:27:29.326 --> 00:27:30.208 We're going to do a bunch of stuff. 00:27:30.248 --> 00:27:30.508 Great. 00:27:30.948 --> 00:27:31.608 Outfit change. 00:27:31.729 --> 00:27:32.449 All right, over here, 00:27:32.469 --> 00:27:33.630 we're going to do this, this, this, this, 00:27:33.650 --> 00:27:33.730 this. 00:27:34.190 --> 00:27:36.632 It's storytelling at its absolute finest. 00:27:37.153 --> 00:27:39.354 If it is subversive, if she is doing that, 00:27:39.413 --> 00:27:41.776 and whoever set this up, genius. 00:27:42.195 --> 00:27:42.876 If it's not, 00:27:43.096 --> 00:27:44.718 it's just a reason for you to 00:27:44.758 --> 00:27:46.138 do everything we just talked about. 00:27:46.910 --> 00:27:47.029 Hey, 00:27:47.130 --> 00:27:49.250 there's a ton of probably unemployed 00:27:49.391 --> 00:27:50.371 actors and actresses in New 00:27:50.391 --> 00:27:51.891 York City off-Broadway that 00:27:51.931 --> 00:27:53.332 are between gigs that are, you know, 00:27:53.352 --> 00:27:54.652 they can't make rent, whatever. 00:27:55.912 --> 00:27:56.673 This is acting. 00:27:57.893 --> 00:27:59.333 I thought I had the great 00:27:59.413 --> 00:28:00.634 idea today bringing this on. 00:28:00.814 --> 00:28:03.233 And Jimmy saw the idea and 00:28:03.294 --> 00:28:04.914 he yes and the idea. 00:28:05.115 --> 00:28:06.714 And let me anti-yes and that. 00:28:06.934 --> 00:28:10.415 Why hasn't an ATI, an Ivy Rehab, 00:28:10.776 --> 00:28:12.396 an Athletico already done this? 00:28:12.797 --> 00:28:14.096 Oh, they're two busy billing units. 00:28:14.116 --> 00:28:14.798 We've been through this. 00:28:14.938 --> 00:28:16.038 Well, I can also tell you why. 00:28:16.077 --> 00:28:17.337 They have marketing departments, 00:28:17.679 --> 00:28:20.298 but nobody gets fired for picking IBM. 00:28:20.598 --> 00:28:22.019 Nobody gets fired for going 00:28:22.059 --> 00:28:25.161 to Canva and finding the trending audio, 00:28:25.381 --> 00:28:26.621 and that's how we're going to grow. 00:28:27.020 --> 00:28:28.602 This is a bold idea that 00:28:28.662 --> 00:28:29.281 someone would need to put 00:28:29.301 --> 00:28:30.561 their balls on the line for 00:28:30.582 --> 00:28:33.363 because if it didn't work – 00:28:32.442 --> 00:28:32.702 right? 00:28:32.962 --> 00:28:33.182 They'd, 00:28:33.403 --> 00:28:36.025 they'd be looked upon poorly or you 00:28:36.045 --> 00:28:37.506 could do the status quo and 00:28:37.546 --> 00:28:38.787 you could get point two 00:28:38.826 --> 00:28:40.207 percent growth over time. 00:28:40.488 --> 00:28:41.567 Put your money in a savings 00:28:41.607 --> 00:28:42.808 account and watch it grow. 00:28:42.828 --> 00:28:43.929 It doesn't grow, right? 00:28:44.150 --> 00:28:44.470 This is, 00:28:44.670 --> 00:28:45.911 this is putting your guts out there. 00:28:46.030 --> 00:28:46.631 I don't know. 00:28:46.651 --> 00:28:47.951 You could, you could do six, 00:28:48.011 --> 00:28:50.593 like doing one of these, 00:28:50.752 --> 00:28:51.993 we'll call it a Susan, right? 00:28:52.013 --> 00:28:52.854 Your golden ticket. 00:28:52.933 --> 00:28:54.375 Then you find a Susan, you create a Susan, 00:28:54.836 --> 00:28:55.516 right? 00:28:55.536 --> 00:28:57.057 You could do ten of these and 00:28:57.946 --> 00:28:58.928 Like setting up the 00:28:58.988 --> 00:29:01.048 structure is the hard part. 00:29:01.569 --> 00:29:03.030 Getting more than one Susan 00:29:03.171 --> 00:29:04.432 is simpler because now you 00:29:04.471 --> 00:29:05.172 have the structure, 00:29:05.192 --> 00:29:06.512 you replicate it and 00:29:06.593 --> 00:29:07.713 everybody understands the playbook. 00:29:07.733 --> 00:29:08.214 It's just a little, 00:29:08.515 --> 00:29:10.757 Susan's our ACL avatar. 00:29:11.356 --> 00:29:13.759 Morty is our older adult who 00:29:13.979 --> 00:29:15.500 wants to still feed birds 00:29:15.519 --> 00:29:16.280 in the park and be able to 00:29:16.320 --> 00:29:17.361 go up and down subway stairs. 00:29:17.662 --> 00:29:19.163 You find your avatars and 00:29:19.182 --> 00:29:20.324 then you get out of their way. 00:29:20.864 --> 00:29:22.424 It'd be dumb for a major PT 00:29:22.444 --> 00:29:24.366 clinic or orthopedic surgeon, 00:29:24.507 --> 00:29:26.667 like something in before and after 00:29:27.528 --> 00:29:29.150 You were in the before and after business. 00:29:29.609 --> 00:29:30.309 Everybody keeps thinking 00:29:30.329 --> 00:29:31.309 we're the during business. 00:29:31.371 --> 00:29:31.750 No, dude, 00:29:31.770 --> 00:29:33.171 we're the before and after business. 00:29:33.530 --> 00:29:34.352 So I think this is a great 00:29:34.372 --> 00:29:35.352 idea and someone should steal it. 00:29:35.392 --> 00:29:36.692 I hope they do. 00:29:36.732 --> 00:29:37.353 Real quick, 00:29:37.573 --> 00:29:39.634 I think a little hack that Dave 00:29:39.894 --> 00:29:40.574 came up on, 00:29:40.614 --> 00:29:41.273 and I don't know if you 00:29:41.314 --> 00:29:42.255 realize it or not. 00:29:42.835 --> 00:29:45.415 I noticed this probably a year or two ago. 00:29:45.915 --> 00:29:48.436 When you start going to someone's profile, 00:29:48.696 --> 00:29:50.958 I believe your content is 00:29:51.018 --> 00:29:52.858 more likely to show up in their feed. 00:29:53.538 --> 00:29:56.621 So I can't target with paid 00:29:56.721 --> 00:29:58.522 ads one specific person, 00:29:59.242 --> 00:30:00.203 but if I go to their 00:30:00.423 --> 00:30:02.586 profile and start engaging 00:30:02.625 --> 00:30:03.486 with their content, 00:30:03.526 --> 00:30:04.767 looking at their content, 00:30:04.987 --> 00:30:06.407 my content is more likely 00:30:06.449 --> 00:30:07.910 to show up in their profile. 00:30:08.670 --> 00:30:11.211 And so if we take this to, okay, 00:30:11.290 --> 00:30:13.531 I want an orthopedic surgeon in my area. 00:30:13.711 --> 00:30:15.192 I want some other referral 00:30:15.252 --> 00:30:18.294 source or a specific patient population. 00:30:18.954 --> 00:30:21.135 I start visiting those profiles. 00:30:21.195 --> 00:30:23.116 I start engaging with their content. 00:30:23.196 --> 00:30:24.317 It's more likely that my 00:30:24.376 --> 00:30:26.998 content shows up for them organically. 00:30:27.679 --> 00:30:29.138 And now we start to get this 00:30:29.199 --> 00:30:29.980 back and forth. 00:30:30.640 --> 00:30:32.441 this just reinforces the 00:30:32.540 --> 00:30:33.881 idea that like dave do you 00:30:33.901 --> 00:30:34.881 have time to be like 00:30:34.922 --> 00:30:36.142 clicking on profiles and 00:30:36.182 --> 00:30:37.342 doing this like maybe now 00:30:37.382 --> 00:30:39.103 you do but like this you're 00:30:39.143 --> 00:30:40.262 starting to see where like 00:30:40.323 --> 00:30:41.403 this is enough to have 00:30:42.263 --> 00:30:43.423 maybe not a full-time role 00:30:43.463 --> 00:30:45.565 but a fractional role this 00:30:45.605 --> 00:30:46.424 is where I was playing with 00:30:46.444 --> 00:30:47.465 the idea yesterday with a 00:30:47.506 --> 00:30:48.246 buddy of mine I mentioned 00:30:48.266 --> 00:30:49.246 drew before drew's a buddy 00:30:49.266 --> 00:30:50.287 of mine who's done videos 00:30:50.326 --> 00:30:51.826 and photos for me for for 00:30:51.866 --> 00:30:52.948 years we worked together at 00:30:53.188 --> 00:30:54.867 an organization and now we 00:30:54.907 --> 00:30:56.148 sort of do stuff on the side together 00:30:57.133 --> 00:30:58.953 You might not have to hire Drew full-time. 00:30:59.913 --> 00:31:00.354 If Drew's like, 00:31:00.374 --> 00:31:01.193 I want to make a hundred 00:31:01.213 --> 00:31:02.115 thousand dollars a year. 00:31:02.255 --> 00:31:03.394 And Dave's like, 00:31:03.575 --> 00:31:04.095 I don't have a hundred 00:31:04.134 --> 00:31:05.276 thousand dollars to pay Drew. 00:31:05.736 --> 00:31:06.336 You'd be like, great. 00:31:06.476 --> 00:31:07.676 I get Drew one day a week. 00:31:07.856 --> 00:31:09.257 That's twenty grand a year. 00:31:09.477 --> 00:31:10.817 And you're like, twenty grand a year? 00:31:11.438 --> 00:31:12.698 What's that divided by twelve? 00:31:13.019 --> 00:31:14.898 So now you're a fractional videographer. 00:31:15.219 --> 00:31:15.619 And Drew's like, 00:31:15.680 --> 00:31:17.660 I got to find four Daves in four cities. 00:31:18.681 --> 00:31:20.820 And you hire Drew because Drew's like, 00:31:20.921 --> 00:31:22.162 I'm a videographer first. 00:31:23.188 --> 00:31:24.308 but I understand healthcare. 00:31:24.888 --> 00:31:27.111 And you get the benefit as a 00:31:27.191 --> 00:31:28.813 Dave when Drew's working 00:31:28.853 --> 00:31:30.374 for four other people of 00:31:30.394 --> 00:31:31.414 the stuff that he tried for 00:31:31.454 --> 00:31:32.434 them that didn't work. 00:31:32.816 --> 00:31:33.215 Don't do that. 00:31:33.296 --> 00:31:34.196 We tried it, didn't work. 00:31:34.656 --> 00:31:35.917 Or here's what we did. 00:31:35.958 --> 00:31:37.819 We took a risk and it worked. 00:31:38.240 --> 00:31:39.441 So it's almost like this, 00:31:39.461 --> 00:31:40.721 I know it's freelancer and 00:31:40.761 --> 00:31:42.202 gig economy is not new, 00:31:42.644 --> 00:31:44.904 but now it's a hybrid of a 00:31:45.026 --> 00:31:46.326 gig relationship where it's, 00:31:46.666 --> 00:31:48.327 because fractional CFO, 00:31:48.387 --> 00:31:50.829 fractional CMO is like, I'll be, 00:31:51.191 --> 00:31:52.030 you can't afford three 00:31:52.050 --> 00:31:52.971 hundred thousand dollars to 00:31:52.991 --> 00:31:54.133 hire me as your CFO. 00:31:54.692 --> 00:31:55.854 You pay me a hundred thousand dollars, 00:31:55.874 --> 00:31:57.134 but I work for three companies. 00:31:58.148 --> 00:31:59.931 And now the advantage is I 00:31:59.951 --> 00:32:01.612 get variety and you get a cost discount, 00:32:01.632 --> 00:32:02.712 but I still make my nut. 00:32:02.813 --> 00:32:04.213 I still make my full salary 00:32:04.233 --> 00:32:05.556 because I'm dividing the work by three. 00:32:06.476 --> 00:32:06.957 I don't know. 00:32:07.196 --> 00:32:09.778 This could be something good. 00:32:09.818 --> 00:32:10.160 Shoot. 00:32:10.480 --> 00:32:12.241 I thought I had a great segment for today. 00:32:12.301 --> 00:32:14.923 And then Dave drops the 00:32:15.064 --> 00:32:17.846 golden ticket on us. 00:32:17.865 --> 00:32:19.047 Well, let's go to your segment. 00:32:19.087 --> 00:32:19.887 What is your segment? 00:32:19.907 --> 00:32:21.750 Let's do my segment. 00:32:21.809 --> 00:32:22.971 We have to do the intro. 00:32:23.010 --> 00:32:23.892 Jimmy loves the intro. 00:32:28.944 --> 00:32:29.965 What if I told you the 00:32:30.046 --> 00:32:31.228 diamond engagement ring, 00:32:31.288 --> 00:32:33.911 the most iconic symbol of love, 00:32:34.050 --> 00:32:36.974 was completely made up? 00:32:38.115 --> 00:32:39.877 Don't tell your wives this, right? 00:32:40.278 --> 00:32:41.359 It was made up by marketers 00:32:41.380 --> 00:32:42.540 in the nineteen thirties. 00:32:42.842 --> 00:32:43.623 The nineteen thirties, 00:32:43.643 --> 00:32:45.325 it's not even the engagement ring. 00:32:46.996 --> 00:32:48.136 The thing that lasts forever 00:32:48.436 --> 00:32:49.416 hasn't even been around for 00:32:49.457 --> 00:32:50.397 a century yet. 00:32:50.597 --> 00:32:52.699 Like what a great method of storytelling. 00:32:53.058 --> 00:32:53.259 Today, 00:32:53.299 --> 00:32:54.319 I want you to steal one of the most 00:32:54.359 --> 00:32:55.480 successful behavioral 00:32:55.500 --> 00:32:58.102 marketing plays of all time 00:32:58.362 --> 00:32:58.922 and show you how to 00:32:59.021 --> 00:33:00.063 ethically reverse engineer 00:33:00.083 --> 00:33:01.243 and hack it to grow your 00:33:01.284 --> 00:33:02.443 practice or your business. 00:33:02.683 --> 00:33:04.505 So let's walk it back. 00:33:04.525 --> 00:33:05.746 De Beers in the beginning 00:33:06.026 --> 00:33:06.967 didn't just sell jewelry. 00:33:06.987 --> 00:33:08.186 They had about ten percent 00:33:08.227 --> 00:33:09.288 of the jewelry market. 00:33:10.486 --> 00:33:11.326 They didn't sell diamonds. 00:33:11.487 --> 00:33:12.407 They didn't sell love. 00:33:12.907 --> 00:33:13.909 They sold forever. 00:33:14.430 --> 00:33:16.491 They created a sticky emotional belief. 00:33:16.771 --> 00:33:18.153 Diamonds equal love. 00:33:19.008 --> 00:33:20.607 commitment and security. 00:33:20.688 --> 00:33:22.048 They attached emotions. 00:33:22.068 --> 00:33:23.249 And we talk about that a lot here. 00:33:23.469 --> 00:33:25.209 They attached an emotion to 00:33:25.249 --> 00:33:26.849 a tangible object. 00:33:27.609 --> 00:33:29.049 Then they injected it everywhere. 00:33:29.269 --> 00:33:31.191 They wound up going to the mattresses. 00:33:31.270 --> 00:33:32.391 Now, again, in the nineteen thirties, 00:33:32.891 --> 00:33:34.290 no social media is not 00:33:34.330 --> 00:33:35.010 doing it for the gram in 00:33:35.030 --> 00:33:35.731 the nineteen thirties. 00:33:36.192 --> 00:33:37.251 What was everywhere? 00:33:37.592 --> 00:33:40.073 Movies, magazines, celebrities, 00:33:40.593 --> 00:33:41.752 school curriculums, 00:33:42.173 --> 00:33:43.835 And not just ads, right? 00:33:43.894 --> 00:33:44.055 Oh, 00:33:44.075 --> 00:33:45.457 just buy a bunch of ads and saturate it. 00:33:45.777 --> 00:33:47.699 They got into the fabric of society, 00:33:47.799 --> 00:33:50.843 cultural saturation, right? 00:33:50.863 --> 00:33:52.865 They also defined, this is brilliant. 00:33:52.904 --> 00:33:54.707 They defined the price of 00:33:54.727 --> 00:33:56.088 the thing that they were creating. 00:33:57.150 --> 00:33:58.791 How much should an engagement ring cost, 00:33:59.071 --> 00:33:59.192 right? 00:33:59.373 --> 00:34:00.394 You ask your older brother, 00:34:00.614 --> 00:34:02.256 you ask your cousins, you ask your uncle, 00:34:02.276 --> 00:34:02.596 you ask your... 00:34:03.376 --> 00:34:04.096 One month's salary. 00:34:04.377 --> 00:34:05.258 Two to three months salary. 00:34:05.357 --> 00:34:06.258 One month's salary. 00:34:06.597 --> 00:34:07.439 But that's the idea. 00:34:07.479 --> 00:34:08.739 It's like, well, it's a month. 00:34:09.018 --> 00:34:10.539 It's a fraction of your 00:34:10.840 --> 00:34:12.740 overall yearly earnings. 00:34:13.001 --> 00:34:14.260 That's insane. 00:34:14.521 --> 00:34:16.422 But I knew how to answer that question. 00:34:16.641 --> 00:34:17.603 And I've never actually 00:34:17.643 --> 00:34:19.063 shopped for an engagement ring. 00:34:19.603 --> 00:34:20.463 They also created a 00:34:20.563 --> 00:34:23.184 guilt-fueled financial standard. 00:34:23.704 --> 00:34:25.826 She's going to walk around with that. 00:34:26.045 --> 00:34:29.047 If one of her friends looks at it, 00:34:29.246 --> 00:34:30.507 how much does he love you? 00:34:31.188 --> 00:34:32.208 That's a nice ring. 00:34:32.349 --> 00:34:33.530 I know he makes more than that. 00:34:33.610 --> 00:34:36.012 Why didn't he give more than that? 00:34:36.132 --> 00:34:37.333 It's behavioral engineering, 00:34:37.393 --> 00:34:38.195 not just marketing. 00:34:38.414 --> 00:34:40.476 Again, in nineteen thirty nine, 00:34:40.797 --> 00:34:41.838 only ten percent of 00:34:41.878 --> 00:34:43.039 engagement rings had 00:34:43.079 --> 00:34:44.661 diamonds less than one hundred years ago. 00:34:45.021 --> 00:34:46.463 By nineteen eighty one. 00:34:47.182 --> 00:34:48.744 Eighty percent of engagement 00:34:48.784 --> 00:34:50.144 rings were diamonds. 00:34:50.644 --> 00:34:51.605 Twenty twenty four. 00:34:51.724 --> 00:34:52.246 The market. 00:34:52.666 --> 00:34:54.806 Ninety billion dollars. 00:34:54.987 --> 00:34:55.666 And at its peak, 00:34:55.706 --> 00:34:56.688 De Beers controlled about 00:34:56.768 --> 00:34:58.547 ninety percent of global supply. 00:34:58.909 --> 00:34:59.628 That's awesome, dude. 00:34:59.668 --> 00:35:00.750 Thanks for talking about diamonds. 00:35:00.989 --> 00:35:02.550 How do we steal it and break 00:35:02.590 --> 00:35:03.331 it down ethically? 00:35:03.451 --> 00:35:03.951 Number one, 00:35:04.751 --> 00:35:06.492 I think you need to create your 00:35:06.552 --> 00:35:07.733 diamond belief. 00:35:07.873 --> 00:35:09.052 You need to have a statement, 00:35:09.273 --> 00:35:10.373 a clarion call, right? 00:35:10.673 --> 00:35:11.735 A diamond is forever. 00:35:12.639 --> 00:35:14.420 They took that and they repeated it, 00:35:14.900 --> 00:35:16.300 not just for a week, not a month, 00:35:16.340 --> 00:35:17.840 not a year, decades. 00:35:17.981 --> 00:35:18.862 I'm very sorry, 00:35:19.101 --> 00:35:20.461 but cultural change is not 00:35:20.521 --> 00:35:21.902 done in a trend. 00:35:22.023 --> 00:35:23.864 By definition, a trend comes and goes. 00:35:24.443 --> 00:35:26.644 So whatever your thing is, I don't care. 00:35:26.945 --> 00:35:27.704 And I've heard a lot of 00:35:27.724 --> 00:35:29.085 people have soapboxes, right? 00:35:29.385 --> 00:35:31.005 We should have an annual PT visit. 00:35:31.226 --> 00:35:33.746 We, no, you, you should have an annual. 00:35:33.786 --> 00:35:34.947 Stop trying to get the rest 00:35:34.967 --> 00:35:36.148 of PT to follow along. 00:35:36.429 --> 00:35:38.068 They're never going to follow along. 00:35:38.449 --> 00:35:39.389 Getting everybody to do 00:35:39.469 --> 00:35:40.650 anything is impossible. 00:35:40.889 --> 00:35:41.831 So choose a belief. 00:35:42.710 --> 00:35:44.617 attach an emotion and then 00:35:44.876 --> 00:35:47.384 anchor your marketing around it and then 00:35:48.014 --> 00:35:49.016 Do it forever. 00:35:49.215 --> 00:35:50.436 It can't change. 00:35:50.476 --> 00:35:51.117 I'm very sorry. 00:35:51.137 --> 00:35:53.297 If you change, the belief will never land. 00:35:53.838 --> 00:35:54.818 Then saturate the local 00:35:54.838 --> 00:35:56.018 market just like Diamonds did. 00:35:56.358 --> 00:35:58.880 Use patient stories, Dave, local talks, 00:35:59.101 --> 00:36:01.621 merch, email, social, front desk scripts. 00:36:02.001 --> 00:36:02.922 I want your front desk 00:36:02.943 --> 00:36:03.722 person that was hired a 00:36:03.822 --> 00:36:05.364 month ago to be able to 00:36:05.423 --> 00:36:06.824 recite whatever your deeply 00:36:06.864 --> 00:36:09.106 held belief is in their freaking sleep. 00:36:09.346 --> 00:36:10.106 I don't care if it's AI. 00:36:10.306 --> 00:36:11.266 I don't care if it's someone 00:36:11.286 --> 00:36:11.947 in the Philippines. 00:36:12.188 --> 00:36:13.608 They have to be able to lather, rinse, 00:36:13.628 --> 00:36:14.329 and repeat this. 00:36:14.829 --> 00:36:15.809 And then you build the offer. 00:36:16.570 --> 00:36:17.650 You have to be able to offer 00:36:17.690 --> 00:36:18.550 them something. 00:36:18.731 --> 00:36:19.471 There's the ticket. 00:36:19.891 --> 00:36:20.510 What do I do? 00:36:20.771 --> 00:36:21.731 QR code phone call. 00:36:21.811 --> 00:36:22.851 There's the offer, right? 00:36:23.152 --> 00:36:24.291 Package something people can 00:36:24.331 --> 00:36:27.152 assume they should already be doing. 00:36:27.512 --> 00:36:28.592 Of course I get my movement 00:36:28.612 --> 00:36:29.193 screen every year. 00:36:29.233 --> 00:36:29.753 Do you not? 00:36:30.034 --> 00:36:31.253 Do you not care about your body? 00:36:32.014 --> 00:36:32.373 I'm sorry, 00:36:32.393 --> 00:36:34.795 but the culture is ripe for this. 00:36:35.215 --> 00:36:35.934 Never before in human 00:36:35.974 --> 00:36:36.894 history have people been so 00:36:36.934 --> 00:36:38.835 concerned and aware about their health. 00:36:39.896 --> 00:36:41.016 The next two generations 00:36:41.056 --> 00:36:42.617 behind us are drinking less. 00:36:44.072 --> 00:36:45.434 They're taking care of their bodies. 00:36:45.514 --> 00:36:47.054 They're paying attention to what they eat. 00:36:47.615 --> 00:36:49.277 This is a layup. 00:36:49.416 --> 00:36:50.157 The environment, 00:36:50.197 --> 00:36:51.637 the atmosphere is perfect for this. 00:36:51.878 --> 00:36:54.119 You normalize it until it's expected. 00:36:54.519 --> 00:36:55.340 This is not a year. 00:36:55.561 --> 00:36:56.702 This is not a half a decade. 00:36:56.902 --> 00:36:58.222 This is a decade-long play. 00:36:58.443 --> 00:36:59.023 But if you're going to be in 00:36:59.043 --> 00:36:59.603 this profession, 00:36:59.643 --> 00:37:00.344 I'm looking at people who 00:37:00.364 --> 00:37:01.704 just graduated last month. 00:37:02.204 --> 00:37:03.065 This is for you. 00:37:03.346 --> 00:37:04.507 You plant your flag in this. 00:37:04.947 --> 00:37:06.507 Now, I do want to have the reverse. 00:37:06.889 --> 00:37:08.650 Why hasn't this worked? 00:37:08.969 --> 00:37:11.612 APTA has moved forward, right? 00:37:11.831 --> 00:37:12.833 Why hasn't it worked? 00:37:13.612 --> 00:37:16.096 I think nobody cares about 00:37:16.195 --> 00:37:17.657 minutes or modalities, right? 00:37:17.918 --> 00:37:19.621 PT still sells the inputs, 00:37:20.101 --> 00:37:21.021 not the outcomes. 00:37:21.483 --> 00:37:22.905 I'm very sorry, but selling the outcomes, 00:37:22.925 --> 00:37:23.925 the thing that Dave's gonna do, 00:37:24.266 --> 00:37:26.449 it's gonna be a slow play, a long play, 00:37:26.909 --> 00:37:27.791 but a deep play. 00:37:28.070 --> 00:37:29.291 So people are still trying 00:37:29.331 --> 00:37:30.673 to feed their families day to day. 00:37:30.713 --> 00:37:31.394 So we're still trying to 00:37:31.454 --> 00:37:32.697 sell the minutes and the modalities. 00:37:33.614 --> 00:37:34.434 Can you do both? 00:37:34.635 --> 00:37:35.496 I think you can, 00:37:35.775 --> 00:37:36.635 but you have to make sure 00:37:36.655 --> 00:37:37.496 you do that long play. 00:37:38.277 --> 00:37:40.117 Most clinics don't pick a core belief. 00:37:40.697 --> 00:37:40.998 Tony, 00:37:41.018 --> 00:37:41.958 how many times have you talked to a 00:37:41.998 --> 00:37:42.458 clinic owner? 00:37:42.978 --> 00:37:43.498 Who do you help? 00:37:43.559 --> 00:37:44.639 What do you do, everybody? 00:37:45.199 --> 00:37:45.858 I'm really sorry, 00:37:45.978 --> 00:37:47.099 but you're not Walmart or Amazon. 00:37:47.119 --> 00:37:48.059 You can't help everybody. 00:37:48.280 --> 00:37:50.181 Nike understands it. 00:37:50.521 --> 00:37:51.842 We help athletes. 00:37:52.121 --> 00:37:52.521 What kind? 00:37:52.762 --> 00:37:53.181 Athletes. 00:37:53.402 --> 00:37:53.961 Doesn't matter. 00:37:54.583 --> 00:37:55.202 And then finally, 00:37:55.242 --> 00:37:56.382 the reason it hasn't worked 00:37:56.963 --> 00:37:57.804 or won't work for you? 00:37:58.643 --> 00:38:01.806 right now is most people give up too soon. 00:38:02.206 --> 00:38:04.809 Cultural shifts take boring, 00:38:05.188 --> 00:38:06.911 relentless consistency. 00:38:07.251 --> 00:38:08.952 Sorry, people are very peopley. 00:38:09.132 --> 00:38:09.913 That's how it works. 00:38:10.173 --> 00:38:10.914 You have to stick with the 00:38:10.954 --> 00:38:12.554 message until your audience 00:38:12.594 --> 00:38:14.597 repeats it back to you. 00:38:14.956 --> 00:38:16.559 If you think you're over communicating, 00:38:16.898 --> 00:38:18.981 quadruple it, multiply it by ten. 00:38:19.121 --> 00:38:20.061 You have to keep going until 00:38:20.121 --> 00:38:21.302 they say it back to you. 00:38:22.320 --> 00:38:22.800 In the end, 00:38:22.880 --> 00:38:24.963 if De Beers could turn a carbon 00:38:25.342 --> 00:38:26.324 piece of rock under 00:38:26.384 --> 00:38:27.644 pressure into a ninety 00:38:27.764 --> 00:38:29.144 billion dollar tradition, 00:38:29.405 --> 00:38:30.666 you can turn movement into 00:38:30.686 --> 00:38:31.726 the most valuable thing in 00:38:31.766 --> 00:38:32.367 someone's life. 00:38:32.768 --> 00:38:34.389 Just skip the monopoly and 00:38:34.409 --> 00:38:35.469 the mining and the blood 00:38:35.489 --> 00:38:36.590 diamond part and go right 00:38:36.630 --> 00:38:38.472 to helping people transform their lives. 00:38:41.273 --> 00:38:41.833 I love this. 00:38:41.954 --> 00:38:42.474 I love it. 00:38:42.494 --> 00:38:44.615 Did you that from a script? 00:38:44.755 --> 00:38:44.916 Like, 00:38:44.936 --> 00:38:46.356 were you reading like a screenplay or 00:38:46.376 --> 00:38:47.336 like what were you reading? 00:38:47.657 --> 00:38:50.099 So I every morning or every 00:38:50.139 --> 00:38:50.920 night research. 00:38:51.606 --> 00:38:52.447 It's an outline. 00:38:52.688 --> 00:38:54.628 So this is how, if I were to read a script, 00:38:54.648 --> 00:38:55.548 you'd be able to tell. 00:38:55.909 --> 00:38:58.971 If it sounds like parsed down, 00:38:59.010 --> 00:39:00.092 it's because that's how 00:39:00.112 --> 00:39:01.253 we've read things in radio. 00:39:01.413 --> 00:39:02.673 Just give me the bullet points. 00:39:02.813 --> 00:39:03.893 I'll connect the dots. 00:39:03.934 --> 00:39:05.195 It doesn't matter how I connect them. 00:39:05.235 --> 00:39:06.556 But I literally told you at GPT, 00:39:06.596 --> 00:39:07.016 I was like, 00:39:07.275 --> 00:39:09.237 find me a marketing strategy that worked 00:39:10.074 --> 00:39:11.954 years ago that's iconic now 00:39:11.994 --> 00:39:12.815 that people would never 00:39:12.855 --> 00:39:13.894 think just didn't exist 00:39:13.914 --> 00:39:15.496 forever like when it told 00:39:15.516 --> 00:39:16.255 me like the nineteen 00:39:16.315 --> 00:39:17.456 thirties is when diamonds 00:39:17.496 --> 00:39:18.697 became an engagement I was 00:39:18.717 --> 00:39:20.317 like nineteen thirties 00:39:20.737 --> 00:39:21.436 that's not even two 00:39:21.476 --> 00:39:23.217 generations ago that's wild 00:39:23.938 --> 00:39:25.018 and now it's not even a 00:39:25.099 --> 00:39:26.739 question like I was talking 00:39:26.759 --> 00:39:27.639 to a friend who's custom 00:39:27.679 --> 00:39:28.920 jewelry the other day and 00:39:28.940 --> 00:39:29.559 he was like listen 00:39:30.646 --> 00:39:34.567 People, they can, the lab-grown diamonds, 00:39:34.907 --> 00:39:35.786 you actually need to put it 00:39:35.806 --> 00:39:36.606 under like a chemical 00:39:36.686 --> 00:39:38.628 spectrometer to tell the difference. 00:39:39.128 --> 00:39:39.927 But even I, 00:39:39.947 --> 00:39:40.668 I'm not shopping for an 00:39:40.688 --> 00:39:41.527 engagement ring right now, 00:39:41.947 --> 00:39:43.248 but even I'm sitting here thinking, 00:39:43.748 --> 00:39:45.469 I know, but like, God, 00:39:45.489 --> 00:39:46.429 what if she found out? 00:39:46.469 --> 00:39:47.690 Or what would people say? 00:39:48.250 --> 00:39:49.989 De Beers is in my brain going, 00:39:50.389 --> 00:39:53.110 what I spend equals how much I care. 00:39:53.650 --> 00:39:54.791 I could save a ton of money 00:39:55.110 --> 00:39:56.572 and get her an engagement 00:39:56.592 --> 00:39:57.931 ring and take her on a vacation. 00:39:58.791 --> 00:39:59.913 But will I risk it? 00:40:00.494 --> 00:40:01.815 Will she always think I 00:40:01.875 --> 00:40:02.795 don't care enough if I 00:40:02.815 --> 00:40:04.536 don't spend enough as much 00:40:04.577 --> 00:40:07.579 as her best friend's husband did? 00:40:07.719 --> 00:40:10.702 Like, dude, this was a insane play. 00:40:10.722 --> 00:40:11.744 And here's the worst part. 00:40:12.043 --> 00:40:12.864 We don't even know who the 00:40:12.905 --> 00:40:13.985 person was that came up 00:40:14.005 --> 00:40:14.826 with this strategy. 00:40:15.106 --> 00:40:16.268 That person needs a plaque 00:40:16.288 --> 00:40:17.309 in the Marketing Hall of Fame. 00:40:17.608 --> 00:40:18.670 So it wasn't so much a 00:40:18.730 --> 00:40:19.911 script as much as it was I 00:40:19.971 --> 00:40:21.291 did like to dig into the rabbit hole. 00:40:21.311 --> 00:40:22.193 And then I just asked Chachi 00:40:22.213 --> 00:40:23.054 Pete to give me the beats. 00:40:24.369 --> 00:40:24.708 Again, 00:40:24.889 --> 00:40:26.710 this is the research that we should 00:40:26.751 --> 00:40:29.054 be using to improve patient outcomes, 00:40:29.074 --> 00:40:30.815 to improve the quality of care. 00:40:32.157 --> 00:40:33.697 This is a playbook that 00:40:34.039 --> 00:40:37.601 plays out in all things, like college. 00:40:38.543 --> 00:40:40.364 I am so freaked out, 00:40:40.804 --> 00:40:42.507 not as freaked out as my wife, 00:40:42.547 --> 00:40:43.367 but I'm still pretty 00:40:43.387 --> 00:40:44.588 freaked out about telling 00:40:44.628 --> 00:40:45.869 my eleventh grader 00:40:46.471 --> 00:40:47.972 you don't need to go to college. 00:40:47.992 --> 00:40:49.652 There is zero value you're 00:40:49.672 --> 00:40:50.873 going to take out of college. 00:40:51.313 --> 00:40:54.335 But the society has been built around, 00:40:54.496 --> 00:40:55.996 you have to go to college 00:40:56.016 --> 00:40:57.056 to get a good job. 00:40:57.737 --> 00:40:58.818 He doesn't want a job. 00:40:58.918 --> 00:41:01.458 He's going to create something like, okay, 00:41:01.498 --> 00:41:04.601 so we see this across lots of professions, 00:41:04.681 --> 00:41:05.702 lots of stuff, 00:41:06.121 --> 00:41:07.623 bring it into physical therapy. 00:41:07.663 --> 00:41:08.844 Now, where's the resistance? 00:41:08.943 --> 00:41:09.483 It's going to be 00:41:09.923 --> 00:41:11.844 You're manipulating your patients. 00:41:11.885 --> 00:41:12.905 This is health care. 00:41:12.985 --> 00:41:14.005 Nobody should make money. 00:41:14.106 --> 00:41:15.065 Nobody, you know, 00:41:15.085 --> 00:41:16.286 it should be altruistic 00:41:16.606 --> 00:41:17.467 through and through. 00:41:18.887 --> 00:41:20.489 But the sad part about that 00:41:20.608 --> 00:41:22.909 is the more you strip 00:41:23.309 --> 00:41:25.231 health care from this kind 00:41:25.291 --> 00:41:26.490 of emotional commitment, 00:41:26.570 --> 00:41:28.711 this kind of impact, 00:41:29.253 --> 00:41:31.253 the less effective the health care is, 00:41:31.313 --> 00:41:33.094 no matter how objectively 00:41:33.153 --> 00:41:33.994 researched it is. 00:41:34.494 --> 00:41:35.215 So, you know, 00:41:35.275 --> 00:41:36.996 it's it's this was done 00:41:37.036 --> 00:41:38.155 because somebody wanted to 00:41:38.175 --> 00:41:39.177 make a shit ton of money. 00:41:39.976 --> 00:41:40.097 And, 00:41:40.297 --> 00:41:42.998 and that was a major driving force 00:41:43.018 --> 00:41:44.798 that created this movement. 00:41:45.498 --> 00:41:47.179 So, so the question is, you know, 00:41:47.619 --> 00:41:48.760 I would say, yes, 00:41:48.820 --> 00:41:50.579 an individual could probably do it, 00:41:50.599 --> 00:41:51.320 but I think most 00:41:51.380 --> 00:41:52.601 individuals in healthcare 00:41:52.621 --> 00:41:53.721 are not going to go to 00:41:54.340 --> 00:41:55.822 build a business this big. 00:41:56.322 --> 00:41:58.503 So why does an Athletico, why does an ATI, 00:41:58.802 --> 00:41:59.643 Ivy, 00:41:59.782 --> 00:42:01.222 any of these companies that are 00:42:01.242 --> 00:42:02.864 already kind of in that world, 00:42:03.304 --> 00:42:05.545 why aren't they going that direction? 00:42:06.284 --> 00:42:06.505 Yeah. 00:42:07.125 --> 00:42:08.905 you know or an organization 00:42:08.985 --> 00:42:10.226 but I I think it's going to 00:42:10.246 --> 00:42:11.927 be commercially driven I've 00:42:11.947 --> 00:42:13.168 been in those rooms and I 00:42:13.268 --> 00:42:14.429 and I told you the reason 00:42:14.469 --> 00:42:15.909 why they haven't done it 00:42:15.949 --> 00:42:16.829 maybe they will now maybe 00:42:16.849 --> 00:42:17.489 this is the straw that 00:42:17.510 --> 00:42:18.369 breaks the camel's back 00:42:18.710 --> 00:42:19.550 it's because you have to 00:42:19.590 --> 00:42:20.630 work twenty five years to 00:42:20.672 --> 00:42:21.371 become the director of 00:42:21.411 --> 00:42:21.931 marketing in a 00:42:21.992 --> 00:42:23.193 multi-million or you know 00:42:23.472 --> 00:42:24.393 million dollar organization 00:42:24.432 --> 00:42:26.153 nationwide and then this is 00:42:26.173 --> 00:42:27.494 a risk because look 00:42:28.456 --> 00:42:28.956 Who's done it? 00:42:29.496 --> 00:42:29.836 Nobody? 00:42:30.436 --> 00:42:31.378 I'll wait if, well, 00:42:31.438 --> 00:42:32.338 nobody's done it because it 00:42:32.378 --> 00:42:33.478 must not be a great idea. 00:42:33.519 --> 00:42:34.960 It must not work, right? 00:42:35.260 --> 00:42:36.742 Until it comes out in ad age 00:42:36.842 --> 00:42:38.742 and your boss comes in and 00:42:38.762 --> 00:42:39.463 this used to drive 00:42:39.483 --> 00:42:40.704 communications people wild, 00:42:40.744 --> 00:42:41.164 but they're right. 00:42:41.184 --> 00:42:42.166 When your boss comes in and goes, 00:42:42.445 --> 00:42:43.586 why didn't we do that? 00:42:43.666 --> 00:42:45.307 Look what Nike did, right? 00:42:45.648 --> 00:42:46.449 This is the reason I do 00:42:46.469 --> 00:42:49.831 steal this strategy is a 00:42:49.911 --> 00:42:50.952 lot of them aren't gonna work. 00:42:51.032 --> 00:42:51.632 And a lot of them aren't 00:42:51.652 --> 00:42:52.452 gonna be right for you. 00:42:52.753 --> 00:42:53.974 I wanna find the elements 00:42:53.994 --> 00:42:54.833 that are right for you, 00:42:54.893 --> 00:42:55.755 for you to take that out, 00:42:55.815 --> 00:42:56.715 put it in your pocket. 00:42:57.728 --> 00:42:58.588 When you have enough of 00:42:58.608 --> 00:42:59.628 those elements and then you 00:42:59.668 --> 00:43:00.429 put something together, 00:43:00.809 --> 00:43:01.989 this is what you come up with. 00:43:02.329 --> 00:43:04.510 You come up with this, right? 00:43:04.831 --> 00:43:06.211 Slowly but surely over time, 00:43:06.231 --> 00:43:07.652 you understand oxygen and 00:43:07.753 --> 00:43:08.853 nitrogen and hydrogen. 00:43:08.873 --> 00:43:09.974 You're like, oh, wait, 00:43:09.994 --> 00:43:10.813 what if we put these things 00:43:10.853 --> 00:43:11.795 together in the right conditions? 00:43:12.135 --> 00:43:12.994 Now we have something. 00:43:13.255 --> 00:43:13.775 But you're right. 00:43:14.036 --> 00:43:15.396 Most PTs hang around with 00:43:16.077 --> 00:43:17.617 other PTs and they watch 00:43:17.637 --> 00:43:18.297 what each other does. 00:43:18.677 --> 00:43:19.898 And when no one takes a risk, 00:43:20.199 --> 00:43:21.119 everyone stays still. 00:43:21.398 --> 00:43:22.559 And now we're the frog that 00:43:22.599 --> 00:43:23.400 boils in the pot. 00:43:23.440 --> 00:43:24.121 We're just sitting there. 00:43:24.141 --> 00:43:24.900 We're not even noticing that 00:43:24.920 --> 00:43:25.641 we're getting cooked. 00:43:26.021 --> 00:43:26.842 But if you don't move... 00:43:27.909 --> 00:43:30.251 you're going to get cooked. 00:43:30.291 --> 00:43:30.690 I just want to, 00:43:30.751 --> 00:43:31.751 I want to ask Tony directly. 00:43:31.811 --> 00:43:32.931 So the thing that Jimmy just 00:43:32.992 --> 00:43:35.974 pitched and presented that, uh, 00:43:35.994 --> 00:43:36.733 what do you want to call it? 00:43:36.773 --> 00:43:38.215 Like that, um, 00:43:38.614 --> 00:43:42.916 aspirational message or that, uh, 00:43:42.996 --> 00:43:45.677 that goal, whatever, whatever, Jimmy, 00:43:45.778 --> 00:43:46.858 whatever we're going to 00:43:46.918 --> 00:43:48.519 name what Jimmy just presented. 00:43:49.039 --> 00:43:50.380 Tony, is that something that you, uh, 00:43:51.597 --> 00:43:52.719 could see working. 00:43:52.878 --> 00:43:54.219 Is that something you believe in? 00:43:54.278 --> 00:43:55.099 I mean, I love it. 00:43:55.360 --> 00:43:56.059 I agree with it, 00:43:56.440 --> 00:43:57.681 but I know sometimes you 00:43:57.740 --> 00:43:59.782 think of things differently. 00:44:00.143 --> 00:44:01.563 Is that something what Jimmy just said? 00:44:01.583 --> 00:44:02.623 Do you agree with that? 00:44:02.983 --> 00:44:03.264 Yes. 00:44:03.585 --> 00:44:04.344 A hundred percent. 00:44:04.405 --> 00:44:05.445 Totally agree with it. 00:44:05.585 --> 00:44:06.106 I think it's our 00:44:06.166 --> 00:44:07.827 responsibility and obligation, 00:44:07.947 --> 00:44:11.228 not just to educate and inform, 00:44:11.309 --> 00:44:13.070 but to emotionally like 00:44:13.530 --> 00:44:16.050 grab those strings and pull them. 00:44:16.530 --> 00:44:18.371 Now you can use it for evil 00:44:18.471 --> 00:44:20.112 or you can use it for good, you know, 00:44:20.132 --> 00:44:21.072 and then this has been 00:44:21.231 --> 00:44:22.572 obviously a topic we've 00:44:22.612 --> 00:44:25.032 discussed across social media. 00:44:25.052 --> 00:44:25.833 It's like, all right, 00:44:26.012 --> 00:44:27.333 I get patients in my clinic 00:44:27.373 --> 00:44:28.934 all the time saying, oh, 00:44:28.954 --> 00:44:30.713 I've got to go see my chiropractor. 00:44:30.893 --> 00:44:31.835 My hip is out. 00:44:32.295 --> 00:44:33.554 No, your hip is not out. 00:44:33.894 --> 00:44:34.875 Or I've got to go see my 00:44:34.914 --> 00:44:35.695 massage therapist. 00:44:35.755 --> 00:44:36.516 I was just reading, 00:44:36.996 --> 00:44:40.536 I think it was pain science, Paul Ingram. 00:44:41.376 --> 00:44:42.418 talking about massage 00:44:42.438 --> 00:44:44.820 therapists and how juicy it 00:44:44.860 --> 00:44:46.742 is when a massage therapist 00:44:46.782 --> 00:44:47.884 pushes on a sensitive 00:44:47.923 --> 00:44:48.945 muscle and says oh you're 00:44:48.965 --> 00:44:50.266 so tight do you feel that 00:44:50.306 --> 00:44:51.909 can you imagine you know 00:44:51.969 --> 00:44:53.170 it's like a rock and and 00:44:53.250 --> 00:44:54.472 patients are seeking that 00:44:54.512 --> 00:44:56.233 patients are like oh that's 00:44:56.273 --> 00:44:57.434 a spot you know can you 00:44:57.474 --> 00:44:59.257 feel how tight I can't even 00:44:59.297 --> 00:45:00.398 tell you now I'm not a 00:45:00.418 --> 00:45:02.820 manual therapist but I touch people and 00:45:02.900 --> 00:45:05.143 How many times a day patients are like, 00:45:05.202 --> 00:45:06.224 ooh, do you feel that? 00:45:06.583 --> 00:45:07.585 Or what do you feel? 00:45:07.925 --> 00:45:08.885 They're dying. 00:45:08.925 --> 00:45:11.208 They're seeking that confirmation out, 00:45:11.248 --> 00:45:13.170 that validation to say, hey, yes, 00:45:13.230 --> 00:45:13.869 there is something 00:45:13.929 --> 00:45:17.172 objectively wrong here that I, the guru, 00:45:17.893 --> 00:45:19.996 the healer, the shaman is going to fix. 00:45:21.197 --> 00:45:23.398 Clearly, that's not my comfort zone, 00:45:23.579 --> 00:45:25.380 but I could clearly take that, 00:45:25.440 --> 00:45:27.342 manipulate that, turn that into... 00:45:27.822 --> 00:45:27.981 well, 00:45:28.021 --> 00:45:29.322 it's going to take five thousand 00:45:29.362 --> 00:45:30.784 dollars for us to fix this. 00:45:30.844 --> 00:45:32.744 But, you know, this is what you need. 00:45:33.945 --> 00:45:34.905 And then on the flip side, 00:45:35.686 --> 00:45:37.047 I've got a couple patients 00:45:37.108 --> 00:45:39.929 out there right now that, you know, 00:45:40.150 --> 00:45:42.110 I could pull at the adult 00:45:42.170 --> 00:45:45.652 children's heart strings to say, hey, 00:45:45.672 --> 00:45:46.572 your mom and dad, 00:45:46.893 --> 00:45:47.833 they're going to die on the 00:45:47.873 --> 00:45:49.215 floor one day because 00:45:49.375 --> 00:45:51.295 you're not bringing them to therapy. 00:45:51.376 --> 00:45:52.556 You're not getting them to 00:45:52.597 --> 00:45:54.057 work on transitions from 00:45:54.541 --> 00:45:56.364 standing to supine on the floor, 00:45:56.423 --> 00:45:57.385 back to standing. 00:45:57.804 --> 00:45:58.945 They're already falling. 00:45:58.965 --> 00:46:00.666 They're already having episodes. 00:46:00.847 --> 00:46:02.349 And it's true. 00:46:02.789 --> 00:46:03.750 I've seen patients. 00:46:03.789 --> 00:46:05.231 I've had patients that died 00:46:05.771 --> 00:46:07.132 on the floor because nobody 00:46:07.152 --> 00:46:08.894 got to them and they couldn't get help. 00:46:09.956 --> 00:46:11.677 These are all elements of 00:46:12.137 --> 00:46:13.958 personal responsibility and 00:46:14.018 --> 00:46:16.981 emotions that we should be bringing in 00:46:17.543 --> 00:46:19.543 to use in a positive way to 00:46:19.583 --> 00:46:20.625 get the outcome we want. 00:46:20.965 --> 00:46:22.144 I'm flashing on the screen 00:46:22.565 --> 00:46:24.887 one of the graphics I do a lot. 00:46:24.907 --> 00:46:25.527 I know Dave and Tony are 00:46:25.547 --> 00:46:26.387 going to roll their eyes. 00:46:27.168 --> 00:46:28.168 But these are the things you 00:46:28.307 --> 00:46:29.048 actually sell. 00:46:29.208 --> 00:46:30.289 I know you think you sell 00:46:30.509 --> 00:46:32.210 shockwave treatment or manual therapy. 00:46:32.269 --> 00:46:32.690 You do. 00:46:32.909 --> 00:46:33.471 That's a how. 00:46:33.971 --> 00:46:35.452 but what you're trying to 00:46:35.532 --> 00:46:38.474 convey are these emotions, right? 00:46:38.793 --> 00:46:40.534 So looking at this pyramid 00:46:40.554 --> 00:46:41.755 and for the podcast audience, 00:46:42.315 --> 00:46:42.996 you can look at the live 00:46:43.016 --> 00:46:45.197 stream on YouTube, but look how hot, 00:46:45.237 --> 00:46:46.498 remember the higher you go 00:46:46.518 --> 00:46:47.199 on this pyramid, 00:46:47.458 --> 00:46:48.860 the more money you can charge for it. 00:46:49.699 --> 00:46:52.501 Look at where, look at where a diamond is. 00:46:52.960 --> 00:46:54.201 It's an, in my opinion, 00:46:54.501 --> 00:46:55.661 the icon is even a diamond. 00:46:55.702 --> 00:46:56.981 Like, look, they've, they've, they've, 00:46:57.202 --> 00:46:59.402 they've permeated graphics heirloom. 00:46:59.882 --> 00:47:00.063 That's, 00:47:00.222 --> 00:47:01.422 that's the second level from the 00:47:01.463 --> 00:47:03.224 top in the life changing category. 00:47:03.364 --> 00:47:04.443 That's what they're selling. 00:47:04.503 --> 00:47:06.423 That's when they can say, this is a, 00:47:06.764 --> 00:47:07.385 I don't even know. 00:47:07.425 --> 00:47:08.505 What do engagement costs? 00:47:08.585 --> 00:47:09.585 Fifteen thousand dollars, 00:47:09.625 --> 00:47:10.545 three thousand dollars. 00:47:10.565 --> 00:47:13.025 Like it depends how here's the, 00:47:13.045 --> 00:47:13.666 here's the answer. 00:47:13.706 --> 00:47:14.746 If you're a great diamond dealer, 00:47:15.027 --> 00:47:15.666 how much do you love her? 00:47:16.994 --> 00:47:17.773 Is this the only diamond 00:47:17.793 --> 00:47:18.554 you're going to buy or is 00:47:18.574 --> 00:47:19.195 there going to be maybe a 00:47:19.255 --> 00:47:20.295 second one in fifteen years? 00:47:20.315 --> 00:47:21.695 Well, absolutely not. 00:47:21.974 --> 00:47:23.496 I can I can recall that they 00:47:23.735 --> 00:47:24.916 ask for your budget. 00:47:25.335 --> 00:47:26.056 And I'm like, well, 00:47:26.356 --> 00:47:27.197 I don't want to say I don't 00:47:27.217 --> 00:47:28.237 want to say a number first. 00:47:28.317 --> 00:47:28.476 Right. 00:47:28.536 --> 00:47:30.097 I remember this was this was 00:47:30.338 --> 00:47:31.878 twenty thirteen or 00:47:31.918 --> 00:47:33.099 something when I was shopping for them. 00:47:34.079 --> 00:47:35.820 But yeah, they'll ask for like a budget. 00:47:36.099 --> 00:47:36.860 And then I'm like, well, 00:47:36.900 --> 00:47:38.420 I know it's damn sale games. 00:47:38.480 --> 00:47:40.260 I'm not going to tell you a number. 00:47:40.641 --> 00:47:42.262 Just show me just show me some rocks, 00:47:42.302 --> 00:47:42.442 baby. 00:47:42.461 --> 00:47:43.641 Let me see what I'm looking at. 00:47:44.001 --> 00:47:45.123 So here's why it's important 00:47:45.164 --> 00:47:45.925 to pick a thing. 00:47:46.644 --> 00:47:48.447 Because in my opinion, 00:47:48.708 --> 00:47:50.150 selling movement is like, 00:47:52.132 --> 00:47:52.552 I don't know, 00:47:52.753 --> 00:47:55.335 selling something so non-tangible, right? 00:47:55.655 --> 00:47:56.675 These people are selling love. 00:47:56.735 --> 00:47:58.175 And I know an emotion is not 00:47:58.195 --> 00:47:59.175 tangible by definition, 00:47:59.797 --> 00:48:01.277 but you have to pick something. 00:48:01.297 --> 00:48:03.597 It's what you can do with the motion, 00:48:03.657 --> 00:48:04.599 the movement, right? 00:48:04.619 --> 00:48:06.920 So going on the cruises, the trips, 00:48:06.980 --> 00:48:08.000 the vacations, 00:48:09.021 --> 00:48:09.920 Tony going off with his 00:48:09.960 --> 00:48:11.922 family for the canoe trips, the runs, 00:48:13.382 --> 00:48:14.443 his whole family runs six 00:48:14.483 --> 00:48:16.063 minute miles or whatever, something crazy, 00:48:16.384 --> 00:48:16.704 all that. 00:48:17.164 --> 00:48:18.125 This is why it would be 00:48:18.344 --> 00:48:19.965 easier for a small clinic 00:48:20.802 --> 00:48:24.143 Like a Doug from Run DNA, 00:48:24.182 --> 00:48:25.762 if he had a clinic at his studio, 00:48:25.802 --> 00:48:26.163 it'd be like, 00:48:26.262 --> 00:48:28.344 we help people get back to running in PR. 00:48:28.943 --> 00:48:30.284 I think he does have a clinic there. 00:48:30.623 --> 00:48:31.204 Then brilliant. 00:48:31.244 --> 00:48:32.644 Then that's what his thing is, right? 00:48:32.664 --> 00:48:34.304 So it sounds counterintuitive. 00:48:35.125 --> 00:48:37.045 By focusing on a smaller audience, 00:48:37.525 --> 00:48:39.005 it's easier to figure this thing out. 00:48:39.306 --> 00:48:39.927 Again, 00:48:40.507 --> 00:48:42.487 nothing says you can't have several 00:48:42.527 --> 00:48:44.108 messages in your own clinic. 00:48:44.507 --> 00:48:46.027 But I wouldn't pick fifty. 00:48:46.507 --> 00:48:48.088 I might pick four and then 00:48:48.188 --> 00:48:49.389 hammer on those things. 00:48:49.949 --> 00:48:51.690 Because Nike, we help athletes. 00:48:51.929 --> 00:48:52.789 There's the arching goal. 00:48:53.130 --> 00:48:54.291 But of course, you have Nike running. 00:48:54.331 --> 00:48:55.231 You have Nike lacrosse. 00:48:55.251 --> 00:48:56.092 You have Nike baseball. 00:48:56.112 --> 00:48:56.931 You have Nike swimming, 00:48:56.972 --> 00:48:57.492 which I'm not sure. 00:48:57.512 --> 00:48:58.472 We don't wear shoes when we swim, 00:48:58.753 --> 00:48:59.974 but somehow Nike has Nike swimming. 00:49:00.333 --> 00:49:02.034 They figured out that they help athletes. 00:49:02.215 --> 00:49:03.496 So everything we're saying today, 00:49:03.536 --> 00:49:04.655 if you're like, I'm overwhelmed, 00:49:05.096 --> 00:49:06.356 number one, listen to the episode again. 00:49:06.456 --> 00:49:06.876 Break it down. 00:49:06.896 --> 00:49:07.878 There's a transcript somewhere. 00:49:08.797 --> 00:49:11.298 Um, then you have to say, this is simple, 00:49:11.318 --> 00:49:12.059 but not easy. 00:49:12.320 --> 00:49:12.780 Cause if it was, 00:49:12.800 --> 00:49:13.800 someone would have done it already. 00:49:14.561 --> 00:49:15.981 I still think the, 00:49:16.382 --> 00:49:17.282 I think a large 00:49:17.322 --> 00:49:19.182 organization is primed to 00:49:19.202 --> 00:49:19.844 do this just cause they 00:49:19.884 --> 00:49:21.784 have scale beta test it, 00:49:21.925 --> 00:49:22.425 do it in a couple, 00:49:22.625 --> 00:49:23.344 that would be even better. 00:49:23.445 --> 00:49:25.385 AB test it, do it in a bunch of markets, 00:49:25.545 --> 00:49:26.927 pick a couple of KPIs to track, 00:49:27.226 --> 00:49:28.088 do it in a few markets. 00:49:28.967 --> 00:49:31.570 Do some cities, big cities, small cities, 00:49:32.050 --> 00:49:33.293 rural, go to Iowa, 00:49:33.833 --> 00:49:35.034 and then see where it does 00:49:35.054 --> 00:49:36.315 or doesn't work at other places. 00:49:36.436 --> 00:49:37.217 I think that's the only way 00:49:37.237 --> 00:49:38.057 to get someone to do it. 00:49:38.097 --> 00:49:38.978 Or you just hire us and 00:49:38.998 --> 00:49:39.739 we'll come do it for you. 00:49:40.110 --> 00:49:40.431 Well, 00:49:40.451 --> 00:49:42.112 I think the challenge with this whole 00:49:42.172 --> 00:49:42.831 segment, I mean, 00:49:43.331 --> 00:49:45.032 we're all on the same page. 00:49:45.733 --> 00:49:48.213 We are also not prioritizing 00:49:48.813 --> 00:49:50.914 our time as I want to be 00:49:50.954 --> 00:49:51.934 the best therapist. 00:49:52.315 --> 00:49:54.315 I'm here and not out there 00:49:54.516 --> 00:49:56.056 because this to me is more 00:49:56.096 --> 00:49:57.456 impactful and more exciting. 00:49:58.077 --> 00:49:59.097 But I think a lot of the 00:49:59.157 --> 00:50:01.257 people that we're talking to, 00:50:01.737 --> 00:50:03.059 they want to be therapists. 00:50:03.079 --> 00:50:04.338 They want to be great therapists. 00:50:04.378 --> 00:50:05.278 And that's amazing because 00:50:05.298 --> 00:50:06.320 we need those people. 00:50:07.019 --> 00:50:08.981 But if they had the choice 00:50:09.041 --> 00:50:10.621 between going and treating 00:50:10.661 --> 00:50:12.784 a patient or thinking about 00:50:12.844 --> 00:50:13.945 conceptualizing, 00:50:14.144 --> 00:50:15.606 how do I build this into 00:50:15.626 --> 00:50:16.907 the culture of my business? 00:50:17.507 --> 00:50:18.507 They're going to go do that. 00:50:18.847 --> 00:50:21.108 So where this message, I think, 00:50:21.128 --> 00:50:24.231 would resonate more powerfully is, okay, 00:50:24.411 --> 00:50:26.873 who's the non-therapist who 00:50:26.952 --> 00:50:29.855 wants to harness the power of therapy, 00:50:29.994 --> 00:50:31.335 all of the greatness within 00:50:31.356 --> 00:50:32.177 the profession, 00:50:32.777 --> 00:50:34.157 and make it an accessible 00:50:34.597 --> 00:50:36.619 business for the general consumer? 00:50:37.239 --> 00:50:38.880 You know, now P.E. 00:50:39.161 --> 00:50:40.822 private equity gets a bad rap. 00:50:40.842 --> 00:50:42.342 It gets all this negativity, 00:50:42.402 --> 00:50:44.344 but that's what they do best. 00:50:44.403 --> 00:50:45.844 Like they can distill it 00:50:45.884 --> 00:50:48.224 down into what's going to really sell, 00:50:48.304 --> 00:50:49.505 what's going to really scale. 00:50:49.545 --> 00:50:51.286 How do we move this across the country? 00:50:52.668 --> 00:50:53.487 I'll tell you where this 00:50:53.608 --> 00:50:54.809 I'll tell you where the who 00:50:54.929 --> 00:50:56.309 I'll tell you the people to approach. 00:50:56.349 --> 00:50:57.849 If you wanted to go to an IV rehab, 00:50:57.869 --> 00:50:59.871 an ATI with this strategy, 00:51:00.311 --> 00:51:01.411 you don't go to any anybody 00:51:01.452 --> 00:51:03.492 in clinic in clinician clinical role. 00:51:04.152 --> 00:51:07.094 You go to business development, right? 00:51:07.135 --> 00:51:08.315 Physician liaison. 00:51:08.496 --> 00:51:09.735 And you say, we're going to do this model. 00:51:10.016 --> 00:51:11.297 We're going to make your 00:51:12.137 --> 00:51:13.719 surgeon look like a hero. 00:51:14.219 --> 00:51:15.340 And then talent acquisition. 00:51:15.679 --> 00:51:17.161 You go to the two biggest problems, right? 00:51:17.621 --> 00:51:18.922 So could you turn this 00:51:18.981 --> 00:51:20.782 into... Rehab to perform is 00:51:20.802 --> 00:51:22.284 a great example of doing this already. 00:51:23.425 --> 00:51:24.726 All their media, essentially, 00:51:24.786 --> 00:51:26.228 most of it is showing why 00:51:26.248 --> 00:51:27.248 it's a great place to work 00:51:27.329 --> 00:51:28.469 without ever saying, 00:51:28.570 --> 00:51:29.710 this is a great place to work. 00:51:30.010 --> 00:51:31.532 In fact, I bet you they never say that. 00:51:32.012 --> 00:51:32.972 They don't tell you it's a 00:51:32.992 --> 00:51:33.753 great place to work. 00:51:34.353 --> 00:51:35.014 They show you. 00:51:35.675 --> 00:51:36.175 How often? 00:51:36.554 --> 00:51:37.235 Every damn day. 00:51:37.876 --> 00:51:38.396 In what way? 00:51:38.597 --> 00:51:39.237 Every damn way. 00:51:39.717 --> 00:51:40.418 I'm very sorry, 00:51:40.677 --> 00:51:41.719 but you don't have to convince someone. 00:51:42.119 --> 00:51:43.900 Josh is an anomaly at rehab to perform, 00:51:43.920 --> 00:51:44.460 in my opinion, 00:51:44.480 --> 00:51:45.721 because he is someone who's clinical. 00:51:46.362 --> 00:51:47.101 But if you talk to him for 00:51:47.121 --> 00:51:47.882 more than five minutes, 00:51:48.103 --> 00:51:49.003 he's talking more about... 00:51:49.945 --> 00:51:51.507 culture and leadership and 00:51:51.567 --> 00:51:52.668 scaling and positions than 00:51:52.688 --> 00:51:53.849 he is about deadlifts and 00:51:53.869 --> 00:51:54.668 all those different things 00:51:55.009 --> 00:51:57.630 is he the founder yeah yeah 00:51:58.652 --> 00:51:59.331 I remember listening to him 00:51:59.351 --> 00:52:00.592 in terms of growth and him 00:52:00.632 --> 00:52:01.514 like talking about his 00:52:01.554 --> 00:52:02.293 growth plan I don't know if 00:52:02.313 --> 00:52:03.554 it was publicly or on the 00:52:03.594 --> 00:52:05.115 phone and being like okay 00:52:05.615 --> 00:52:06.996 that's cute and then he did 00:52:07.036 --> 00:52:08.117 it and I was like wow like 00:52:08.197 --> 00:52:09.458 I did I figured maybe he'd 00:52:09.498 --> 00:52:10.480 hit half of what he said 00:52:10.519 --> 00:52:11.340 and he didn't he's opening 00:52:11.360 --> 00:52:13.262 like two a year it's a little bananas 00:52:15.103 --> 00:52:16.425 I think it's largely because 00:52:16.827 --> 00:52:17.708 they put their balls out 00:52:17.728 --> 00:52:20.351 there and they do what they say. 00:52:20.512 --> 00:52:21.773 Everything we just talked about, 00:52:21.833 --> 00:52:23.637 they've been doing most of it, 00:52:23.717 --> 00:52:24.057 some of it. 00:52:25.228 --> 00:52:27.389 And I should walk back my 00:52:27.429 --> 00:52:28.449 comment a little bit. 00:52:28.771 --> 00:52:29.451 Craig's here. 00:52:29.490 --> 00:52:30.251 Scott's here. 00:52:31.152 --> 00:52:31.532 Craig's here. 00:52:31.552 --> 00:52:32.072 Scott's here. 00:52:32.112 --> 00:52:32.954 Steven Dunn. 00:52:33.733 --> 00:52:36.757 We do have people who are therapists, 00:52:36.777 --> 00:52:37.637 who are clinical, 00:52:37.657 --> 00:52:39.539 who are also business-minded, 00:52:39.579 --> 00:52:41.579 growth-minded, or building something. 00:52:42.501 --> 00:52:43.922 I don't mean to say nobody 00:52:43.981 --> 00:52:45.182 here is going to do it. 00:52:45.202 --> 00:52:46.943 They're the exception, right? 00:52:46.983 --> 00:52:48.244 Who's watching a live stream 00:52:48.284 --> 00:52:49.606 about PT and business and 00:52:49.686 --> 00:52:51.086 marketing at eight o'clock in the 00:52:53.708 --> 00:52:55.250 You there are a lot like we 00:52:55.269 --> 00:52:56.431 get lots of downloads, right? 00:52:56.670 --> 00:52:58.592 You're still you're still the anomaly, 00:52:58.731 --> 00:53:00.132 which I still think like now, 00:53:00.293 --> 00:53:01.353 even if you even if you 00:53:01.373 --> 00:53:03.074 were the hundredth person 00:53:03.094 --> 00:53:04.956 to listen to us do it from our audience, 00:53:05.255 --> 00:53:07.177 you still be the top point 00:53:07.217 --> 00:53:08.538 zero zero zero one percent 00:53:08.557 --> 00:53:09.059 in the country. 00:53:09.278 --> 00:53:10.498 There's a lot of people out there. 00:53:10.980 --> 00:53:13.240 There's there's a lot more 00:53:13.280 --> 00:53:14.501 to win than there is that's 00:53:14.541 --> 00:53:15.181 already been won. 00:53:15.302 --> 00:53:16.483 I'm just I just want to put 00:53:16.503 --> 00:53:17.324 that out there for people. 00:53:18.155 --> 00:53:19.755 People get hurt every day. 00:53:19.775 --> 00:53:21.297 I don't, can we, I mean, let's start, 00:53:21.338 --> 00:53:22.458 we can't start another segment. 00:53:22.498 --> 00:53:22.759 We can't. 00:53:22.798 --> 00:53:23.880 Well, I got a short one. 00:53:23.920 --> 00:53:26.282 I got a quick one and a teaser. 00:53:26.342 --> 00:53:28.764 So next week, today's Thursday, next week, 00:53:29.304 --> 00:53:31.045 I want to talk about why I 00:53:31.105 --> 00:53:33.728 think the term primary care, 00:53:33.867 --> 00:53:36.228 whether it's primary care, PT or whatever, 00:53:36.309 --> 00:53:37.610 I think it's a horrible mistake. 00:53:38.650 --> 00:53:40.972 Um, we, we can talk about the conversation, 00:53:41.012 --> 00:53:42.974 you know, using the term doctor, 00:53:43.135 --> 00:53:44.376 the pros and cons that we 00:53:44.416 --> 00:53:46.257 learned from arguments around, 00:53:46.838 --> 00:53:48.579 are you a doctor of physical therapy? 00:53:48.639 --> 00:53:49.018 Yes. 00:53:49.059 --> 00:53:50.800 Should you use the word doctor in, 00:53:51.021 --> 00:53:51.780 in your language? 00:53:52.461 --> 00:53:54.143 I think primary care is 00:53:54.222 --> 00:53:55.543 moving down this same 00:53:55.643 --> 00:53:57.085 dangerous road and I don't 00:53:57.125 --> 00:53:58.065 think it's going to achieve 00:53:58.085 --> 00:53:58.806 what we want it to. 00:53:58.987 --> 00:54:00.347 Let's talk about that next week. 00:54:00.887 --> 00:54:04.431 Uh, what I've got to share here now, uh, 00:54:04.903 --> 00:54:06.686 This was brought up. 00:54:06.806 --> 00:54:08.766 Let me see if I can grab it. 00:54:09.367 --> 00:54:11.130 This was brought up in a 00:54:11.289 --> 00:54:13.331 occupational therapy Facebook group, 00:54:13.391 --> 00:54:15.994 Kara Kettering-Welke. 00:54:16.333 --> 00:54:18.255 I can never say her last name. 00:54:19.177 --> 00:54:20.858 She shared this article and 00:54:20.878 --> 00:54:23.721 I asked her to share it in my group. 00:54:24.081 --> 00:54:27.023 So this is from HHS OIG 00:54:27.704 --> 00:54:29.264 Office of Inspector General. 00:54:29.985 --> 00:54:30.907 Greenfield. 00:54:30.947 --> 00:54:32.728 Now, this is not a physical therapy group, 00:54:33.088 --> 00:54:34.409 but we'll talk about it. 00:54:34.489 --> 00:54:35.710 Greenfield Health System 00:54:35.751 --> 00:54:36.751 agreed to pay two hundred 00:54:36.771 --> 00:54:37.672 and eighty six thousand 00:54:37.713 --> 00:54:38.793 dollars for allegedly 00:54:38.833 --> 00:54:40.014 violating the civil 00:54:40.094 --> 00:54:42.376 monetary penalty law by 00:54:42.436 --> 00:54:45.079 requesting payment from beneficiaries, 00:54:45.380 --> 00:54:47.242 Medicare beneficiaries in 00:54:47.302 --> 00:54:48.983 violation of an assignment 00:54:49.204 --> 00:54:51.606 of assignment of agreement, 00:54:51.646 --> 00:54:53.367 basically when you accept assignment. 00:54:54.088 --> 00:54:54.929 So just real quick, 00:54:55.409 --> 00:54:57.891 self-disclosure to the OIG, 00:54:58.271 --> 00:54:59.751 Greenfield Health System. 00:55:00.373 --> 00:55:01.733 They agreed to pay the two 00:55:01.753 --> 00:55:02.414 hundred and eighty six 00:55:02.454 --> 00:55:03.894 thousand dollar fine for 00:55:03.914 --> 00:55:05.797 allegedly violating this act. 00:55:06.237 --> 00:55:07.777 They were charging annual 00:55:07.838 --> 00:55:10.539 memberships to Medicare beneficiaries. 00:55:11.380 --> 00:55:13.561 They also agreed to refund 00:55:14.143 --> 00:55:15.664 five hundred and seventy 00:55:15.704 --> 00:55:16.864 three thousand dollars to 00:55:16.905 --> 00:55:18.846 Medicare beneficiaries for 00:55:18.885 --> 00:55:21.047 the membership fees that they charged. 00:55:23.594 --> 00:55:25.815 I always struggle with 00:55:25.876 --> 00:55:29.016 balancing the anti-small 00:55:29.077 --> 00:55:31.117 business sentiment of 00:55:31.259 --> 00:55:33.980 government and compliance 00:55:34.559 --> 00:55:36.701 with we're just here trying 00:55:36.740 --> 00:55:37.981 to help the consumer. 00:55:38.681 --> 00:55:39.543 The fact is, 00:55:39.583 --> 00:55:42.583 when you look at this at the base level, 00:55:43.244 --> 00:55:44.465 okay, so this group, 00:55:44.726 --> 00:55:46.425 this medical group was 00:55:46.485 --> 00:55:47.427 charging Medicare 00:55:47.467 --> 00:55:48.807 beneficiaries a membership. 00:55:48.827 --> 00:55:49.248 Okay. 00:55:49.795 --> 00:55:52.059 You can't require Medicare 00:55:52.099 --> 00:55:54.063 beneficiaries to pay in 00:55:54.184 --> 00:55:55.987 order to receive Medicare benefits. 00:55:56.048 --> 00:55:57.672 So if they were requiring 00:55:57.751 --> 00:55:58.994 this membership be paid, 00:55:59.416 --> 00:56:00.557 that's a clear violation. 00:56:02.054 --> 00:56:02.494 I don't know. 00:56:02.554 --> 00:56:03.635 Did they have people on the 00:56:03.675 --> 00:56:05.697 staff that understood this? 00:56:05.757 --> 00:56:07.380 Were they doing it intentionally? 00:56:07.480 --> 00:56:09.922 You know, my assumption is probably not. 00:56:10.003 --> 00:56:10.884 They just thought, hey, 00:56:10.923 --> 00:56:12.626 we want to help Medicare beneficiaries. 00:56:12.666 --> 00:56:14.146 We want to deliver a better outcome. 00:56:14.788 --> 00:56:16.090 Let's charge a membership 00:56:16.110 --> 00:56:17.550 for non-covered services 00:56:17.610 --> 00:56:18.833 and things that are, you know... 00:56:20.990 --> 00:56:22.092 Let's bring in more money so 00:56:22.132 --> 00:56:23.532 we can deliver a better service. 00:56:23.552 --> 00:56:25.173 That's always the situation. 00:56:25.713 --> 00:56:26.934 The fact of the matter is 00:56:26.974 --> 00:56:27.795 the people who are 00:56:27.835 --> 00:56:29.936 intentionally defrauding the government, 00:56:29.956 --> 00:56:31.498 who are intentionally stealing, 00:56:32.099 --> 00:56:33.380 they're not stealing five 00:56:33.400 --> 00:56:34.420 hundred thousand dollars. 00:56:34.460 --> 00:56:35.280 They're stealing five 00:56:35.320 --> 00:56:36.601 hundred million dollars. 00:56:36.621 --> 00:56:37.422 Right. 00:56:37.443 --> 00:56:38.704 They're not, you know, 00:56:38.824 --> 00:56:40.945 self-reporting at this level. 00:56:40.965 --> 00:56:42.606 Like this was probably a mom 00:56:42.646 --> 00:56:44.648 and pop shop that just 00:56:44.867 --> 00:56:46.688 thought they were doing something great. 00:56:46.949 --> 00:56:49.731 And turns out they violated the law. 00:56:49.751 --> 00:56:49.952 Yeah. 00:56:51.431 --> 00:56:52.193 And again, you know, 00:56:52.353 --> 00:56:53.472 every time you try to do 00:56:53.532 --> 00:56:55.273 something helpful, beneficial, 00:56:55.333 --> 00:56:57.153 it seems like your hand gets slapped. 00:56:58.153 --> 00:56:59.514 You get penalized. 00:57:00.715 --> 00:57:01.855 I make more defensive 00:57:01.894 --> 00:57:03.655 decisions that harm patient 00:57:03.695 --> 00:57:05.576 care and outcomes just 00:57:05.615 --> 00:57:07.097 because it's not worth it. 00:57:07.597 --> 00:57:08.938 You know, for the minimum wage, 00:57:08.978 --> 00:57:10.559 I'm getting paid by Medicare. 00:57:10.599 --> 00:57:10.798 Like, 00:57:10.958 --> 00:57:12.739 why would I take a chance on doing 00:57:12.800 --> 00:57:13.460 something wrong? 00:57:13.960 --> 00:57:14.942 I'm going to give them the 00:57:15.041 --> 00:57:16.402 minimum standard of care 00:57:16.443 --> 00:57:17.784 that still helps them. 00:57:18.023 --> 00:57:19.204 I'm going to do the least 00:57:19.264 --> 00:57:20.364 amount of things that give 00:57:20.405 --> 00:57:21.925 me a chance of getting in trouble. 00:57:22.567 --> 00:57:24.068 And this is where health 00:57:24.088 --> 00:57:26.208 care is because there's 00:57:26.248 --> 00:57:27.469 somebody somewhere who 00:57:27.489 --> 00:57:28.369 thinks they're helping 00:57:28.409 --> 00:57:29.311 protect the consumer. 00:57:31.057 --> 00:57:32.199 yeah the juice isn't worth 00:57:32.219 --> 00:57:33.420 the squeeze when I when I 00:57:33.440 --> 00:57:34.242 took over and I'll give you 00:57:34.262 --> 00:57:35.362 like a radio parallel when 00:57:35.443 --> 00:57:36.483 I took over the radio 00:57:36.523 --> 00:57:39.686 station at years old like I 00:57:39.706 --> 00:57:40.527 was given like a six 00:57:40.588 --> 00:57:41.568 million dollar a year radio 00:57:41.588 --> 00:57:42.590 station which by the way I 00:57:42.791 --> 00:57:43.331 don't know if that was the 00:57:43.371 --> 00:57:44.172 brightest I'd be a bill 00:57:44.192 --> 00:57:46.554 like but glad you did it he 00:57:46.594 --> 00:57:48.137 said one thing he said your 00:57:48.197 --> 00:57:49.838 primary goal make sure we 00:57:49.858 --> 00:57:51.159 don't lose our fcc license 00:57:52.614 --> 00:57:53.496 Whatever risks you take, 00:57:53.516 --> 00:57:54.076 and I need you to take 00:57:54.115 --> 00:57:55.277 risks to stand out. 00:57:55.976 --> 00:57:57.398 Number one, you're North Star. 00:57:57.998 --> 00:57:58.739 If you're in a room, 00:57:58.759 --> 00:58:00.139 if you're about to turn a microphone on, 00:58:00.679 --> 00:58:01.659 is there a chance we lose 00:58:01.699 --> 00:58:02.541 our license on this? 00:58:02.860 --> 00:58:04.922 If the answer is anything but hell no, 00:58:05.202 --> 00:58:05.601 don't do it. 00:58:06.282 --> 00:58:08.764 The upside is never, we lose our license, 00:58:08.844 --> 00:58:09.505 we are dead. 00:58:10.224 --> 00:58:11.726 You should think the same thing, right, 00:58:11.746 --> 00:58:13.146 from your license, your business license, 00:58:13.166 --> 00:58:14.086 your professional license. 00:58:15.969 --> 00:58:17.369 Is there a remote chance 00:58:17.469 --> 00:58:19.190 this is not illegal? 00:58:19.271 --> 00:58:20.670 Is someone like the OIG 00:58:20.690 --> 00:58:21.431 going to come in for this? 00:58:21.791 --> 00:58:23.632 If the answer isn't absolutely not, 00:58:23.652 --> 00:58:24.773 there's no chance they come in. 00:58:24.873 --> 00:58:26.614 If that answer isn't absolutely not, 00:58:26.655 --> 00:58:27.695 don't do it. 00:58:27.735 --> 00:58:28.076 Don't do it. 00:58:29.402 --> 00:58:31.304 So parting shots, I'm going to go first. 00:58:32.664 --> 00:58:34.324 Hanging on this, you know, 00:58:34.525 --> 00:58:36.565 it's why don't more people 00:58:36.644 --> 00:58:38.146 do more innovative things, 00:58:38.226 --> 00:58:40.286 more cool things like create more, 00:58:40.485 --> 00:58:42.847 you know, better businesses? 00:58:43.286 --> 00:58:43.907 This is why. 00:58:44.166 --> 00:58:46.148 Because when you do, 00:58:46.188 --> 00:58:47.248 you run the risk of 00:58:47.288 --> 00:58:48.989 violating some arbitrary 00:58:49.028 --> 00:58:50.168 law that was established 00:58:50.268 --> 00:58:52.050 out there at some time in 00:58:52.110 --> 00:58:53.170 the past that might not 00:58:53.210 --> 00:58:55.231 even apply to current time. 00:58:56.090 --> 00:58:57.931 um the people who have 00:58:57.992 --> 00:58:59.532 something to lose you know 00:58:59.713 --> 00:59:00.733 we're going to be in a more 00:59:00.773 --> 00:59:03.054 defensive position so you 00:59:03.074 --> 00:59:05.356 have to play by the rules 00:59:05.876 --> 00:59:07.797 but you you still have to 00:59:07.818 --> 00:59:08.639 find a way to make 00:59:08.679 --> 00:59:09.559 something that people want 00:59:09.579 --> 00:59:11.739 to buy that's correct dave 00:59:11.760 --> 00:59:13.400 what do you got uh well 00:59:13.420 --> 00:59:14.641 real quick they're out of 00:59:14.661 --> 00:59:15.983 business this this uh 00:59:16.003 --> 00:59:17.244 portland oregon greenfield 00:59:17.284 --> 00:59:18.143 health system did you see 00:59:18.164 --> 00:59:20.065 that I did not say that but 00:59:20.085 --> 00:59:20.865 it would make sense 00:59:22.518 --> 00:59:23.619 So they weren't even that big. 00:59:23.659 --> 00:59:25.141 It wasn't like a huge hospital. 00:59:25.641 --> 00:59:27.184 It was like an urgent care or something. 00:59:27.623 --> 00:59:27.824 I mean, 00:59:27.864 --> 00:59:29.327 how big could they be if they were 00:59:29.387 --> 00:59:30.507 refunding five hundred 00:59:30.547 --> 00:59:32.309 thousand dollars in membership fees? 00:59:32.349 --> 00:59:34.432 Like this is not not a lot 00:59:34.813 --> 00:59:36.655 when you're looking at, you know, 00:59:36.755 --> 00:59:38.679 what others have done or are doing. 00:59:40.119 --> 00:59:42.340 My parting shot, I agree with Tony. 00:59:42.481 --> 00:59:44.581 I have to say this is what 00:59:45.222 --> 00:59:48.465 prevents creativity, advancement, 00:59:49.206 --> 00:59:50.027 different offers for 00:59:50.067 --> 00:59:51.467 different folks across the country. 00:59:52.869 --> 00:59:53.590 These fines, 00:59:54.090 --> 00:59:56.833 it sounds like it was ridiculous. 00:59:56.952 --> 00:59:57.673 It sounds like 00:59:58.333 --> 01:00:00.815 it was an offer like like 01:00:00.856 --> 01:00:03.097 not even a mandatory uh 01:00:03.217 --> 01:00:06.559 charge um but uh that and 01:00:06.579 --> 01:00:08.099 then also continue to be 01:00:08.139 --> 01:00:08.699 creative with your 01:00:08.739 --> 01:00:09.800 marketing continue to look 01:00:09.840 --> 01:00:10.621 outside of the box 01:00:10.960 --> 01:00:11.802 hopefully the thing that I 01:00:11.822 --> 01:00:13.123 covered and what tony and 01:00:13.163 --> 01:00:13.902 jimmy kind of double 01:00:13.922 --> 01:00:15.244 clicked on with the golden 01:00:15.264 --> 01:00:16.945 ticket uh idea hopefully 01:00:16.965 --> 01:00:18.005 that will help you in your 01:00:18.025 --> 01:00:19.065 practice with your 01:00:19.085 --> 01:00:20.166 marketing ideas and feel 01:00:20.186 --> 01:00:21.588 free to use chat gpt or 01:00:21.608 --> 01:00:23.329 canva or whatever recreate that 01:00:23.829 --> 01:00:24.309 Feel free. 01:00:25.110 --> 01:00:26.811 If you use it, you got to let us know. 01:00:26.891 --> 01:00:27.612 You got to let us maybe 01:00:27.632 --> 01:00:28.833 we'll have you on the show in the future. 01:00:29.454 --> 01:00:30.056 Yeah, I want to hear. 01:00:30.335 --> 01:00:31.476 I would love for in three 01:00:31.516 --> 01:00:32.858 months someone to say like, oh, 01:00:32.898 --> 01:00:33.318 I did that. 01:00:33.338 --> 01:00:34.199 And here's what happened. 01:00:35.021 --> 01:00:35.981 Here's what I thought was going to happen. 01:00:36.001 --> 01:00:37.163 And here's what actually happened. 01:00:37.884 --> 01:00:40.246 My parting shot is about is about diamonds, 01:00:40.286 --> 01:00:40.507 man. 01:00:40.527 --> 01:00:43.789 De Beers sold you on a rock. 01:00:44.471 --> 01:00:46.672 by making it mean something else, 01:00:46.913 --> 01:00:47.914 something inside. 01:00:47.954 --> 01:00:49.175 Like brilliant move, man. 01:00:49.195 --> 01:00:50.817 It's not even a hundred years old. 01:00:51.496 --> 01:00:53.079 So you're out here helping people move, 01:00:53.139 --> 01:00:54.500 live and feel powerful. 01:00:55.179 --> 01:00:55.920 I don't know, man. 01:00:55.960 --> 01:00:56.862 That feels more, 01:00:57.601 --> 01:00:58.923 it feels like more of a utility. 01:00:58.963 --> 01:00:59.724 That feels like it could be 01:00:59.764 --> 01:01:00.585 even more powerful. 01:01:00.985 --> 01:01:03.347 I feel like every PT and PTA knows this. 01:01:04.088 --> 01:01:05.509 It's time to make sure they 01:01:05.989 --> 01:01:07.210 can put words to it. 01:01:07.550 --> 01:01:08.791 So if they can sell diamonds, 01:01:08.811 --> 01:01:09.891 you can sell deadlifts. 01:01:10.431 --> 01:01:11.992 But first, you have to write the story, 01:01:12.452 --> 01:01:14.054 own that belief, repeat it, 01:01:14.693 --> 01:01:17.396 and you'll eventually make it stick. 01:01:17.635 --> 01:01:18.436 This was a good episode. 01:01:18.456 --> 01:01:18.996 This felt good. 01:01:19.777 --> 01:01:20.617 Good job, guys. 01:01:20.637 --> 01:01:22.498 I thought you were going to say da bears. 01:01:22.838 --> 01:01:23.418 Da bears. 01:01:24.480 --> 01:01:25.260 Da bears. 01:01:25.420 --> 01:01:26.521 And if you have any diamonds 01:01:26.541 --> 01:01:28.181 you want us to take a look at, 01:01:28.202 --> 01:01:28.742 you can send them. 01:01:28.782 --> 01:01:31.364 I'll DM you my address right now. 01:01:31.960 --> 01:01:32.822 Back on Tuesday, 01:01:32.922 --> 01:01:34.284 we'll talk about primary care. 01:01:34.684 --> 01:01:35.505 Maybe we get some primary 01:01:35.525 --> 01:01:37.327 care experts to weigh in before that. 01:01:37.367 --> 01:01:39.030 If you use primary care, 01:01:39.050 --> 01:01:40.090 if you use that in your messaging, 01:01:40.150 --> 01:01:41.291 I want to hear from you. 01:01:41.331 --> 01:01:42.432 Gentlemen, have a good day. 01:01:42.452 --> 01:01:43.074 Have a good weekend. 01:01:43.655 --> 01:01:44.175 All right, guys. 01:01:44.195 --> 01:01:44.416 See you.