It's just Dave today.
No, he's early.
That's why we're highlighting him.
There he is.
Everybody's here.
It's good to have
personality in those things, right?
Good morning.
It's Tuesday the seventeenth.
We want to kick it off.
I do like when we can close loops,
when we talk about
something and that it doesn't disappear,
right?
previously on pt breakfast
club uh dave was talking
about a golden ticket idea
and I remember thinking I
don't like this idea I love
this idea let's give a
quick like previously on pt
breakfast club like give it
like a we call it a re-rack
like if you if someone were
to just join set them up
with what it was and then
what happened and then
we'll give them an update
yeah created uh using chat
gbt created uh this
golden ticket complimentary
treatment idea that expires
at the end of the month and
basically listed some of
our services and sort of
sent it to some people that
were completely cold on Instagram.
Also sent an email text to a
lot of our current and
previous patients and clients.
And it's hilarious.
The only person so far that
took us up on it is a
completely cold lead,
completely cold person who
I never spoke with, never met,
no connection, no mutual connections,
nothing.
Because this person was
commenting on a surgeon's
Instagram page about some
other topic around her ACL tear.
I saw that comment.
And then I went to her profile,
liked a couple things,
maybe commented or something.
She commented back, long story short.
Then I DM'd her the golden ticket,
the little digital thing.
And I was like, hey.
You're obviously putting out
content around your ACL tear.
And if you're interested,
here's one free treatment.
It expires at the end of the month.
It could be a house call.
It could be also at our
Midtown Manhattan office on
West fifty-seventh Street.
And she's like, yeah, awesome.
I'm interested.
And so
I've been trying to
coordinate my other therapist,
Porus Mehta, to do this.
And I was going to record
everything because I don't
want patients hooked on me
because I'm not in patient care.
And so it didn't work out with scheduling.
And I was like, screw it.
I'm just going to do it myself.
So we did it yesterday.
I did...
In terms of not just closing the loop,
but letting folks know that
you don't have to be
high-tech like Tony
Meritato and Jimmy McKay,
you can start at whatever you have.
What I did is I set up an
iPad horizontally and I
recorded five zero,
fifty minutes of the interaction.
Which I guess I'm going to
just post to a new YouTube account,
which I am now on the hook
of starting because I've
said it for Concierge Pain Relief,
my practice.
So that was running in the
background on a desk.
And then I did some with my phone,
a minute, minute and a half, whatever,
thirty second clips.
of this prospective patient
client whatever you want to
call it uh she was
experiencing some knee
discomfort so we did some
stim pod around the knee
the quad showed her quad
activation a little muscle
re-education type stuff
But long story short,
we're closing the loop on
that interaction in terms
of a little bit.
It's kind of like two things.
One is outbound.
One is like not having any
fear of rejection.
Outbound meaning I was I was
sending cold messages to
people that are already in
the area talking about their injuries.
uh it's actually pretty easy
to find those folks because
they're they make it known
like they put in their bio
like acl tear ninety
percent torn or you know
back pain or parkinson's or
ms warrior or whatever
right so like people like
that they identify with it um
I sent you guys a video and I know,
you know, Jimmy, uh, nicely, uh,
remixed it.
Yeah.
Uh, so, so this was, you sent,
you sent in the group chat, like, Hey,
here's,
here's a minute and I cut it down to like,
and I ran it through an app
and gave it some judge.
I'll just share a little bit.
I'll do.
All right.
So we're doing a little STEM pod.
Uh, Susan, you Twitter ACL in March,
March seven, she said,
Okay.
And you've had a whole bunch of treatments,
PRPs, stem cell.
You're doing acupuncture weekly.
You're going back to Pilates.
You're doing exercise.
Showing her story.
If anybody around is also
going through that, they see them,
in my opinion, they see themselves.
Like this video is not about Dave,
but because Dave owns the channel,
Dave's CBS.
So I think a lot of people
try to be the show.
Like early on in PT podcasting,
nine and a half years ago,
a lot of people grabbed a
microphone and launched a podcast.
And they were like,
I can't wait to show you how smart I am.
Whereas Jimmy was like,
I can't wait to show you
how much stuff I don't know,
but we're going to figure
it out in three minutes.
I think this is similar
where the patient is the
person going through the thing.
But if you're also going
through the thing and you
happen to be in Manhattan,
like this is the beginning
of you being the Stu McGill.
Not crazy.
Sometimes he's smart,
but he's also a little off the edge,
but he's just like the lower back guy.
But the way he was lower back guy,
he didn't even do it through content.
Right.
He did it the old, old, old school way,
which is like, this is all like he put,
he put out there.
You're not showing ACL.
Like if you wanted to be ACL.
Yeah,
but I don't want to be the Stu McGill
in terms of treatment.
I don't want New Yorkers to say,
I need to go be treated by Dave Kittle.
I want New Yorkers to say,
I need concierge pain relief.
And it doesn't matter which
therapists over the years
come and go or whatever.
It's the whole thing.
the whole brand promise but
anyway real quick I did use
chat gbt got a social media
release a new one that it
basically says like hey
this is you know you have
you're giving us full
consent uh we're recording
videos also we have the
right we own this these
digital assets forever uh
once we post them whatever
we can modify them change
them we can take them down
we can leave them up like
and you can't tell us like
later like it needs to be
pulled down for whatever reason
So as long as we didn't
discuss any sensitive information,
which we didn't,
I didn't even get into
asking her anything about
what company she works for, her job,
nothing.
It was all about her ACL,
all about her experience.
We talked about her skiing.
We talked about all the
things she cares about.
And it went super well.
And so now I got some of
those digital assets that I
shared with you guys and many,
many more to get those out there.
And so a couple of things,
Tony and Will Boyd.
So Tony Meritato and Will Boyd,
a couple of the...
previous comments that
they've made over the years,
like Tony would get
patients just from
recording patient videos like this.
I want him to chime in
because I think Tony is the
master at this.
I don't think there's anyone
better in the country that
does videos of their
patients in the treatment
experience where the video
camera is like a fly on the
wall kind of thing.
And Tony talks over the
video or he'll have music over the video.
Sometimes it depends on the video.
So the combination of that
got me going where Tony has
mentioned over the years,
like patients will find him,
they'll pay for
out-of-pocket services or
they'll come and drive
further just to get there.
And the combination of Will
Boyd recently saying, you know,
if he were to start a practice,
he would do something around modalities.
And I know there's a little theater,
we could get into that.
I know there's a little
theater around the
modalities and all this and
the stim pod that beeps and
it causes a muscle twitch and all that.
obviously I did that on
purpose but I know I use
this machine myself and it
works I love it it reduces
soreness and you know
discomfort and stuff before
and after my baseball games
um but obviously I chose
that instead of like
therapeutic exercise for
the for this acl right so
like um I use a little bit
of the you know the will
boy techniques I use a
little bit of tony's previous techniques
uh but um yeah I mean if
there's any other questions
and thoughts we can
certainly discuss it but
you know I again I just
think tony's the master at
it I'm just trying to
follow the things that he's
already done that have been
proven to work
Real quick.
I mean, I love it.
When you sent it over,
I thought it was great.
I thought the audio is good.
I love the, you know,
looking at the original
video compared to what Jimmy produced.
I think there's a sweet spot
in between and you need to
experiment with your audience.
Right now,
I'm looking at your business
Facebook page.
Facebook business pages have
been like my biggest push
lately just because they need content.
I've heard from multiple people that,
you know, Facebook is really,
really pushing hard.
They want more video content
on business pages.
Yeah.
I don't know.
We got to try like the like
fancy edits and cuts and zoom in,
zoom out and all that stuff.
And then I would try also
just the straight video
like you originally had
without the edits and just
see what works best.
But I thought that was awesome.
I loved her.
She did a great job.
your questions,
you're pointing out like
when she takes the probe away,
the muscle stops twitching.
When she puts the probe on, it twitches.
You asked her if it was painful.
She said, no, it's not.
It feels like a tapping.
All of that stuff was awesome.
Yeah.
I think if you, if you,
did you go into it with a
shot sheet or were you just like, Hey,
let's just grip it and rip it.
Oh, that,
that was all completely freestyle.
There was no, and that's great.
There was no, there was no outline.
There was,
I didn't prep her with any
questions or anything, nothing.
I think the more you,
All right.
So if you want to be a
better public speaker,
you have to speak more,
but you also have to watch yourself.
There's this guy, VN,
he's like a public speaking coach,
and he gives you three
things to do when you're
done public speaking.
He's like, number one, record it.
He said, then put it down, wait,
twenty four hours,
then just listen to the audio,
then wait twenty four hours,
then turn the audio off,
watch it again and just watch your.
Just watch your visuals of
what you're doing with your hands,
your face, your, you know, your body.
Then he said,
you come back twenty four hours later,
three days later and watch
it together and give yourself notes.
I think if you sit down to edit this,
you'll be like, oh, if I had done this,
it would have gotten to the point faster.
Like, so just watching this,
you don't I don't think you need.
The reason I did all the
crazy edits is because I
had an app on my phone and I was like,
I don't judge this.
But I think if you just said, oh,
what do I want to show now?
Like if you almost treated
it like you had a PT student there.
like a third person, that's the audience.
What am I trying to show that person?
And then the patient,
even if they know nothing
about their injury,
they get it because they
are an expert at this.
So you can use that person
as a prop for that third
person in the room,
which is always the audience.
I think the more you do this,
you're only going to get better at it.
Not to knock Tony, which I'm not,
but I think he's really
good at it because he
sucked at it and then just
decided to suck less and
then just did it so much
and now he's great at it.
But that's sort of everything.
The more you do this,
the better you will get.
And I think the curve is steep.
I think you'll get better faster,
really fast.
So also not just all the
great stuff of like, all right,
the front end,
the outbound of getting someone new,
that's a prospective
patient into our world,
getting their approval,
a little bit of a lost leader,
cause it's like my time and,
I'm, you know,
delivering a completely free
visit that we all agreed upon upfront,
like, you know, no charges or whatever.
And so then at the end, like,
we did some single leg stance stuff.
And then I was like, Oh, like,
because she was moving really well.
So I was like, Oh, let me show you like,
have you done any of this
with your physical therapist?
Like I put her single leg stance on an RX,
right?
And her knees wobbling all
over like crazy.
And she goes, Oh, no, no,
I didn't do any of this with my PTs.
It was like, you know,
for acl tear that's ru
that's ninety percent torn
apparently through mri and
she's trying to avoid
surgery and I'm like you've
you went to other I'm not
going to mention names I
really want to I'm not
going to mention two big
names that she went to in
new york state I won't mention
I almost mentioned it.
I won't do it.
But so she liked being on
the Eric single leg stance.
I didn't even get that in video.
I don't think it was, it was like after,
after the fact.
And then she's like, oh,
I like this office and you,
this and that.
And you know, it's nice.
And you guys have all this,
all the stuff here as most patients,
like you have machines and
whatever stuff and you, you have stuff.
And then she's like, oh,
I would love to continue with you guys.
So like, oh, let's, let's take a look.
You know, we're,
we're self-payer out of network.
Let's take a look at your insurance.
She already hit her deductible.
She had great out of network insurance.
It pays very, very well.
Her copay is very, very low.
And if it weren't for, I mean, again,
I'm trying to get out of patient care.
She asked about this morning
or later today,
my other therapists are
already busy and then she's out of town.
So she's going to see one of
my staff physical
therapists starting on Monday.
And I have successfully,
hopefully successfully pulled off the,
you know, like pulling, just pull,
just pulling the sheet or
just pulling the, the, the, um,
the oh my gosh the
tablecloth right off the
table but keep the
silverware and all the
everything else is there so
I I slipped that out porous
my therapist is going to
take over he loves working
with clients with acl tears
he's going to continue
treating her he gets paid
well she's got great
insurance she's got a low
copay she wants one-on-one
business she went to the
other places with the
machines and it was super
busy and multiple patients
maybe a mil uh multiple
patients at the same time
she didn't get the
attention that she wanted
so not only did this help
with video content that I
get to keep pictures uh
selfie videos that kind of
you know that I already
posted uh short form video
long form video got a video
and a lead a prospective
patient that is now
converting into a plan of
care how cool is that
Listen, you go into this, the more you,
if you did this ten times,
you'd be a hundred times better.
And I think that math, maths.
And then I think then you
build a process around it,
which is you find an editor
offsite and then you have,
you need four or five
different formats for this.
That's it.
This is the, hey,
nice to meet you background
video or whatever.
You just find four or five
different videos that you
can get pretty much with any patient
Irregardless, regardless,
irregardless isn't a word,
regardless of their injury
that you sort of ask and
you're going to know the
questions and you're going
to know what to shoot and
what to have in the background.
And then you just turn to
your editor and you go at minute fifteen.
I think there's a really
great whatever a minute,
twenty seven minutes.
And then you have those and
you just lather, rinse, repeat.
Now it's a process sizable.
Well, so Tony,
I was just going to ask Tony, like,
what have you learned?
Like,
because I don't think you go back and
record game tape.
Like, I think you just like record stuff.
You just have some
understanding of patients
in the physical therapy world.
Like you just record clips, you post it.
And I don't know,
it seems like it's just volume for you,
but you've been doing it for so long.
I'm sure it just feels like, you know,
breathing and, you know,
talking for you at this point.
I did, though.
That's the thing.
And I've shared this before.
Like for years,
I would record myself treating patients.
I would record the patient engagement.
I'd go back and watch it.
I was shocked the first
couple of times when I
looked at myself during an
initial evaluation and I
looked at the expressions on my face.
I'm like,
I wouldn't want that guy evaluating me.
That guy looks completely disinterested,
completely bored, tired.
So I put myself in that
situation to go back and
learn and improve and tweak things.
And you're right.
I've been doing it.
for over a decade.
So I've,
I've got enough reps that it looks
easier now.
Um,
the one thing that you keep saying that
I wanted to go back to,
and I'm sure you know this,
but for the audience, you keep saying,
I did this for free.
I'm not getting paid.
You didn't like the reality
is you couldn't have gotten that content.
If you didn't do it,
what's the alternative.
You're not going to hire an actress.
You're not going to hire, you know,
I've considered, I've mentioned, well,
so in other words, you, you,
did get paid in the sense
that you weren't paying
someone to to get this
content generated you know
like there was a value
exchange here both of you
came out with more value
than when you went in now
the bonus the cherry on top
is okay so you converted a
patient maybe you got some
out of network
reimbursement coming your
way um but even if you
didn't even if this person
never came back to you
that piece of content,
the multiple pieces of
content you're going to pull,
that's huge value.
There are companies that are paying,
you know, last I checked,
it was like a hundred
dollars a minute for finished video.
If you have a one minute video, I mean,
that's a hundred dollars.
That's what Medicare is
paying for an hour therapy session.
And I know you have more
than a minute of content.
So
There was absolutely a value exchange.
You came out ahead.
She came out ahead.
Everybody did better.
What's Dan saying?
If athletes do it.
Yeah,
I think what Dan is saying is this is
what coaches and trainers do.
Look at BlazePod content.
And I don't have a perfect
timeline of when BlazePod
first came out in their content,
but I'm pretty sure it was
like slick close-up videos
of blinking blue dots.
And then they did the dots in action.
And you don't have to be a
rocket scientist to figure
out which videos play better.
Take a nod in style from chiropractors.
Like who's the dude with the
big green hammer?
Who's literally like hammer
and chiseling people.
I'm not saying hammer and chisel.
I'm not saying hammer and chisel people.
It was like Bo Hightower,
like a very unique name or
something like that.
Ding, ding, ding.
Like whether that's his real
name or his adult film, I don't know.
It's some sort of name that
he just chose for himself.
You remembered it.
And he stands out and he
understands what business he's in.
He's in an attention economy business.
So he does whatever, you know,
we talked about this before.
And I think Dave, we'll,
we'll play back the tape that he,
Is there a business model in
which Tony can have a
brick-and-mortar clinic and
make more money on the
content or the attention
that he generates and
treating people for free?
And I remember sitting there thinking,
well, that's crazy.
I'm sort of with Dave on this one.
And I was like,
but are there any
organizations that can do that now?
I think that dude, Bo Hightower –
probably pulls it off.
Trust me, I bet you he charges people,
but I bet you he could pull
it off in terms of revenue
or things generated or
money generated around the content.
Judge Judy though,
and I'm pretty sure most people know this,
but for the people that don't,
if you go on these
courtroom drama shows in the daytime,
They, one hundred percent,
if I'm suing Dave for, you know, whatever,
stealing my toaster,
we agree to sign away our rights.
We can go on that TV show.
And then if the judge finds
it guilty and Jimmy gets
his thousand dollar toaster,
Dave doesn't pay, the show does.
Because they're like,
we need to fill a twelve minute problem.
I need a new toaster problem.
Although there is the guy,
do you see the guy who
creates fake Facebook pages?
He's a comedian.
He'll create the Facebook
page for City of Los
Angeles and he'll comment
as the City of Los Angeles.
It's hysterical.
But he actually has old
videos of him and his
friends going on these
courtroom shows because I'm
sure the producer of the
courtroom show is like,
I don't care if this is real.
I need to fill eight minutes.
Can you fill eight minutes?
You look interesting.
This is a good story.
Will you keep it up for the cameras?
But that's a model that they
trade attention for the
service and a little bit of money.
I was just watching that guy yesterday.
I remember the story where
he shared that he and his
friends would create fake
disputes and then go on
Judge Judy and all those
shows so that they could get paid.
That was a way for them to make money.
That guy is incredible.
Right.
Will is saying that there's
a guy named Jeff Cavalier.
Yeah,
that's Athlete X. I don't know who
that is.
I've never heard of this guy.
I'm looking him up right now.
If that's AthleanX, I've researched him,
his whole business model.
I have no idea what kind of money he makes,
but it's got to be seven
figures between...
What he's got on YouTube,
what he's got with a paid membership,
I think they have
supplements and some other things also.
This guy just – I had no
idea he was even a physical therapist.
I don't know if we want to
talk about – Hold on.
Not what you just said right there.
You have no idea he's a
physical therapist because
he understands what game he's in.
He understands what game –
he understands what business he's in.
He's a great example.
I was listening on my way
into work this morning.
They were talking about
beyond meat and they were
saying how all these meat
alternative plant-based meat replacements,
like they had big plans, big aspirations.
They went IPO and then the
stock prices are crashing.
And I feel like a big part of that,
you know, they went through,
they were like, well,
the taste wasn't quite there.
It's more expensive than meat.
All this stuff.
I'm like,
The bottom line is they're
still coming into a market
trying to replace the
incumbent by talking about the incumbent.
We talked about this with
plant-based milks.
I don't want milk in the
name of pressed almonds.
If I'm looking for something,
don't call it milk because
I'm going to expect the
mouth feel of cow milk.
And so I feel like, you know, he came out,
AthleanX,
there was no reference to
physical therapy.
He doesn't even look like a
physical therapist.
He's putting all this content out there.
He did amazing,
blew it out of the water
because he created
something completely unique
and like it stands on its own merits.
I think that's what's
killing us in the
profession is we keep
defaulting back to those
letters that mean nothing
to the average consumer,
have more negative
Dave just said his ACL
person went to therapy
somewhere else and thought
that was therapy.
Now they go to Dave and they're like, oh,
I had no idea we could do
this kind of stuff.
But more people might learn
our style if I post the
short form and then, you know,
the short form and the long
form together on YouTube or whatever.
And then if someone wanted to,
they could click.
They don't have to watch the
whole fifty minutes or in future videos,
the whole one hour or
whatever interaction.
But you can kind of click
and drag across a sixty
minute or a fifty five
minute video and be like, oh, wow,
like this.
All these visits are like
because this is something
Tony also said is like
potentially consider.
hosting the full video,
which also no one does.
No one does this because
they're afraid of getting
nitpicked or like, you know,
being like picked apart
that they didn't do this or that.
By the way,
my evaluation was like no
manual muscle tests.
Like we didn't measure range of motion.
It was so, it was, you'll see.
I might have to title it
like unique ACL evaluation
because it was a ton of conversation.
And then we got into some stuff.
Have you guys ever searched
YouTube for like physical
therapy evaluation?
No.
The stuff that comes up,
it is remarkably boring,
absolutely uninspiring.
Like I watch it and I'm like,
is this what we're putting
out to the public?
You know,
and it reminds me of going back
to PT school and
It's got this fake patient who, you know,
the therapist is asking all
these questions,
going through all these special tests,
doing all of this stuff
that repeatedly research
has said is completely useless.
Like special tests aren't so special.
All this stuff is just a
complete waste of time.
Yeah.
we need more individuals who
are willing to be judged
because we will be,
we'll absolutely be judged,
but willing to put real
patient engagements out
there with the patient's consent,
HIPAA privacy notices in place.
But, you know, yeah, I mean,
the video that I got on the
screen right now has thirty
seven thousand views.
It looks more like a proof
of life hostage video.
Right.
Look how sad this guy is.
Now, remember,
like this video is twelve years old.
This is early YouTube.
So you really can't trust it.
But like, yeah, this is what we're doing.
There's a video from Tim.
Tim does good stuff.
He does.
He does great stuff.
But this isn't really like
he's not showing a mock evaluation.
I've seen all of these.
It's just time for the next
generation to come out.
Go back up real quick.
So this one right here, low back pain,
you know, I mean, it's reasonable.
Like I would never say
anything negative about what he does.
If you open the textbook and follow along,
he's doing what people
learn to do in physical therapy school.
But this is not like the
patient care experience that we want.
You know,
you look at the guy like that guy
doesn't resonate.
I haven't had a guy like
that in my clinic in twenty years.
Right.
So and when they do come in, I'm like,
you know what?
You're fine.
No red flags.
Go back to work now.
So this is a good this is a
good we didn't script this beta test.
I can't I can't game YouTube.
I just typed in YouTube
physical therapy evaluation.
This one, hold on.
Oh, okay, this is an ad.
I was going to say,
I know this guy's from down
the road from me.
That's why.
So, hey, great job, Justin Feldman.
Retargeting.
Justin Feldman, way to go.
Yeah, these are all classroom.
How come, though... Oh,
Total Therapy Solutions.
First page of YouTube.
There you go.
Tony!
This looks like the very first one.
hundred and two thousand
views for this one.
This looks like the very
first video I've seen in the scroll.
If I type in physical therapy evaluation,
which looks more like what
Gary Vee said ten years ago,
document don't create.
The first thirty two were create.
Now,
some of them are old YouTube and
friends that like no
YouTube will tell me like
you got to look at the date
because if you're looking
at peer views for quality,
it's the game system, right?
Like it's just it was easier
back there to get ten thousand views.
But does document over create?
That's what we're telling Dave to do,
right?
Is document, don't create.
So Dave, like do more of what you did.
Like all I want you to do is sand it,
but I don't need you to
change the thing that you're creating.
Just like get smoother, do it more,
do ten of those,
and I think you'll be infinitely,
infinitely better than what you do.
And then you can process it,
then you can teach all your
therapists how to do it,
and then you can go,
I'm never doing that again.
Yep, yep, exactly.
Real quick,
I want to mention Will Boyd
made a comment about the hair.
I don't know how these guys do it.
What hair?
I've got the official razor.
I've been waiting for the razor.
I got the razor.
Your facial hair?
What are we talking about?
Yeah, facial hair, the beard.
Now,
the reason why I haven't shaved yet is
because I need to set up.
I need to clean my bathroom
so I can do an Amazon
affiliate video on the new razor.
Um, but seriously, I,
I told my PTA who has a full beard.
I'm like, how in the world?
I feel like I have spikes needles.
Like, like you remember, um,
there was the movie.
It was a horror movie with
the guy that had needles
all over his face.
Hellraiser.
Yeah.
I feel like that guy all the time.
Constantly.
I don't know how people do beards.
It's worse down here.
Yeah.
I get it here.
Like literally it's just.
Oh, it's horrible.
Hopefully by Thursday, it'll be gone.
I'll be twenty years younger again.
My kids told me they're like, Dad,
you look so old.
Your beard is so white.
That's all right.
Because when I shave, I was like, oh,
my gosh,
you look so young for no shave November.
I just donate the money.
I'm like, I can't do it.
It hurts too.
It's too itchy.
I agree.
Especially down here.
Too itchy.
All right.
So so last thing for Dave.
We just need a hundred more now.
You know,
I've been I was listening to the guy.
I can't remember his name.
He does like Alex Ramosi and
all the big names is like
these guys are putting out three,
four hundred pieces of content a week.
I can do three a day, three,
four a day is like my upper limit.
But we just need a lot more
content out of Dave.
Yeah, I need to, like Jimmy said,
is like making a process,
but then eventually it's
going to be like hiring a
videographer and a separate
person who's an editor.
And then the videographer
follows a therapist around.
And then we have to continue
on the front end to get, you know,
to do the outbound,
the cold outbound and the cold,
like not the cold,
the emails and text
messages to our current or
previous clients,
asking them for referrals.
And then some of these
people are going to say, well,
I don't want to be on video.
I want to visit with you guys,
but I don't want to be on video.
Great.
Fine.
So yeah, then it's the full rate.
Great.
Or you could kind of try what we're about,
and we can convert people like that.
But yeah, Tony, I'm on it.
I'm trying to think of a play,
and I can't think right now.
Ask gas or grass.
Nobody rides for free, right?
So you can pay.
You can be on camera,
but nobody rides for free.
And none of it is not paying, right?
The girl that you did the
video with paid you,
arguably you got more than
you gave on that one.
So she, so I posted,
I did a story on Concierge
Pain Relief's account on Instagram.
She reposted the story to her account.
She also, I did the,
then I took the selfie of her and I,
I put it as a post on
Concierge Pain Relief, the account.
And then I did the, what's the,
the co-creator or tagging
them to be like- Collaborator.
Thank you.
Collaborator.
I just, I added her, who knows, whatever.
She accepted it.
Right now she's got twenty five hundred.
Why?
But-
but, but, but,
but enough like local interest,
twenty five or twenty five
hundred followers.
And she accepted that to be
a collaborator.
Now it's on her profile.
It's a selfie about selfie of her.
Why wouldn't she?
This whole conversation
started by her account is
dedicated to her journey.
You just your CBS who just
shined a light on her journey.
Of course, she's going to agree.
David say Bo is saying,
can you share more of the
non-op ACL story, Susan?
Maybe Bo's just joining late.
We did that.
That's Susan, right?
This is who we're talking about?
Yep, yep.
Oh, rewind, then catch up.
Previously on an episode of
PT Breakfast Club.
Bo, if you're late, I'll post this.
Now I told Tony and Jimmy,
I gotta create a Concierge
Pain Relief YouTube account.
Nate,
if you're listening to my pocket that are,
Nate,
create me a new YouTube account so I
don't have to do it.
Put it on my bill, you got my card.
this also reminds me before
we move on topics let's go
to ai next and how tony
thinks it's going to
automate all the boring
stuff which should get
people excited the last
thing I'll say is is what
dave is doing a proven
model yes it's also a
proven model before the
interwebs and social media
this is how walmart gained
traction they didn't go to
new york and la and big
cities they went to middle america
And they didn't just plop into town.
They won over the town.
Like they literally were like that TV show,
the Americans, they were like the spies.
They found the former
football coach and hired him.
They found the town mayor's son.
They found the star football
player and they hired them.
They literally created the
cool lunch table.
And it was cool by proxy.
You're doing that because
Instagram is now the town square.
And you're taking people
that other people know, like, and trust.
And you're saying, well,
this person thinks that person is cool.
So then that person's little Venn diagram,
no matter how small or large,
you've infiltrated know, like,
and trust crazy fast though.
Walmart did this.
Can we spend just like, thirty seconds,
can you just screen share that post,
the one on either my
account or her account?
Because there's someone who
liked the post that I think
the audience will care about,
just in terms of the
downstream effects of this.
Is this yours, Dave Kittle?
No, no, Concierge Pain Relief.
Got it.
or Susan's account, either way,
because she approved it as
a collaborator.
But just look, once you share it,
just click on that post and
then click on like whoever
hearted it or liked it or whatever.
I love the fact that you
just call it hearted it.
Is that what the kids call it, Tony?
Tony, is that what the kids call it?
That's what I say, yeah.
All right, where am I going here?
We're a representation of
the younger generation.
This one right here?
So go to that first post.
Now click on her name is
like the Coke collaborator
or whatever it's called.
Or yeah, the likes.
OK, so on the likes,
I can't see it because I'm
on my phone here.
But one of the likes is at
Leon Popovitz MD.
And he is the co-founder of
New York Bone and Joint.
He's a board-certified orthopedic surgeon.
He liked that post.
I've never spoken with him ever.
So now I can cold message
him or send him a letter and be like,
hey.
And he's putting out YouTube
content as well.
He is the physician
orthopedic surgeon version
of Tony Meritato right now.
He also is in New York City
or New York area.
I don't know where in New York,
but probably nearby.
So then he could be a
potential referral source.
And I could potentially get
referrals from this surgeon, potentially,
from the outbound upfront
of sending Susan the golden ticket idea,
which was free.
I made that for free, did the visit,
all that.
It's just amazing.
This is a good observation,
and here's why I think you
should strike with Leon
right now and why I think
he is primed to jump on this with you.
Low follower count is what
you're going to say?
Screw follower count.
He's got twenty nine.
Doesn't matter.
Why does he only have twenty
nine follows and sixty one posts?
A lot of people will zoom
into this and look at views.
I'm looking at this.
He did this seventeen hours ago,
but of his videos, these are all recent.
Dude is just getting into the game.
He started in April, so he just bought in.
He's just getting going.
You're coming along going,
I'll jump in on this with you.
And all he hears is you're
gonna help me do the thing
I wanna do and I value.
So like he has just reached
the tipping point and we
don't know the backstory with Leon,
right?
Maybe he's just been,
maybe whoever was in his
office doing this to him a hundred times.
Finally, he's like, fine, buy a camera.
I don't know what to do,
but you're in charge of this.
Now he clicks like,
This is like the perfect storm now.
But this sort of accidental
bump ability only happens
when you make stuff.
This doesn't happen inbound.
This happens when you make stuff.
They have four locations.
They have their own PT apparently.
It doesn't matter.
Great.
Go into this relationship
expecting nothing.
Right.
Nothing except we're both going to win.
So we go down the Jeremy Sutton, Mike Chua,
Tony Maritato, like you reach out,
you cold message.
Hey, I found your profile.
I love what you're doing.
I've got my own account and channel.
I'd love to get you on for an interview.
Just ten, fifteen minutes of your time.
This is what we'll talk about.
I would approach that.
I don't think it matters.
I think it's better that he
has his own PT because that tells you.
Hey, this guy values PT.
He sees that there's a benefit to it.
If he has his own PT,
they're probably full anyway.
So there's going to be overflow.
They're probably not going
out and doing mobile.
They might not even be cash based,
you know,
so there's plenty of opportunity
within that.
Yeah.
And to Jimmy's point.
This doesn't happen if you
don't put stuff out there.
Now,
I know there are a lot of people who
put stuff out there that
don't get a ton of views.
I mean, for you, Dave,
like how many views did that post get?
I'm curious.
I don't know.
Jimmy, you got it handy?
Yeah, I'm going backwards.
Hang on.
I'm too deep.
Probably low, you know, a hundred,
maybe less.
Which one?
We only did a selfie post so far.
Yeah, so the one that doctor liked.
Yeah, that one got twenty likes.
Twenty-one.
How many impressions or views or whatever?
I can't see that.
He would have to see it.
A fraction of it.
Point being, all you needed was that one.
Now that one creates that
relationship moving forward.
I shared something,
and maybe this is what we're getting into,
about the AI.
And a guy reached out who's
working on a new EMR.
It's a YC, Y Combinator-backed company.
He mentioned it.
He said, hey, I'd love to chat.
I can't chat.
I don't want to chat to anyone anymore.
I get too many imbalance for
chat or virtual coffee or
any of that stuff.
I don't want any of that.
But
As soon as he said YC, I said, hey,
I know Jansen.
Jansen has Hipposcribe, YC Company,
you all talk to.
And so that was one of two
comments on a very low
reach LinkedIn post,
but that could be a great
connection for me.
Yeah,
we think everybody's paying so much
attention to us and they
can't wait to tear us apart.
Turns out they're actually
all paid attention to what
people are thinking about them.
And when we finally realize
that no one is actually
thinking about you,
unless you make me laugh or
happy or smarter,
that's the only way that
people will pay attention.
That's it.
There's the magic thing.
So in terms of the AI stuff,
like Tony posted that,
that I screenshot and sent to you guys,
the, the one you were talking about,
you're obsessed with the AI
scraps and workflows, Tony.
I, I love that.
Like what,
maybe if you want to elaborate or, I mean,
I have it pulled up,
but if you want to elaborate on it, like,
I just thought it was like, of course,
like that's what AI needs
to be doing all of like the
prep for a patient check-in
and everything.
You said things like
prompting the therapist
with like questions about
that patient and the TheraX
that you might do with them that day.
Also questions of like,
how's it been going since the last visit,
whatever.
And that's what AI, I agree.
Like that's what it should be doing.
Taking the information from any of the RTM,
the remote therapeutic monitoring,
if you're doing that, taking that in,
taking the information from
the previous patient visits
with that one particular
patient who just walked in,
then prompting the
therapist with questions
Because therapists like
we're spinning a million plates,
like our minds are bouncing
all over the clinic walls.
And then this patient walks
in and we're like, hey,
how are you feeling?
Or how much what's your pain scale?
Zero to ten.
Or like,
how are you feeling since last
visit or whatever?
But the AI can prompt a lot more of this.
So what was your thoughts
around that post and what
are other things you can
kind of expand on?
just real quick, raise here,
raise like the king,
the OG of AI before AI even was popular.
So, you know,
I think this is where you see
a clinician's brain coming
out to solve a problem that
isn't just about patient care.
And I think we all love creating,
we're all creators at heart anyway.
Back in the day,
I had started that post saying like,
I saw a problem, right?
A patient would come in the
way our clinic was set up.
The front desk wasn't facing
the front door.
So patients would come in
and they wouldn't be greeted.
And I was like,
I need a way to change the
environment to force the
patient to be greeted
immediately upon coming in.
So I said, all right,
I'm going to take the old paper charts.
I'm going to put them in
front on the side where the
door comes in.
You open the door,
the receptionist turns and
looks and immediately the
The charts here, the patients here,
and you're like, oh, Mrs. Jones,
so great to see you because
the chart was there.
You could see the name of
the person walking in.
So you create the
environment to produce the
outcome that you want, you know,
and I've always loved that idea.
So with AI,
I'm like talking to my PTA this
morning and I said, look,
here's the problem with an EMR,
every EMR.
It's not any single one.
all of the information is
trapped in the EMR, right?
Like stuff from the
evaluation isn't on the
screen for the treatment note.
I have to literally open the EMR,
open the treatment note,
go back and look.
Therapists can't function like that.
So I said,
AI is smart enough to process
all of that information.
I'm like,
It should be a back and
forth between me and AI.
AI should say, hey,
this is treatment number seven.
Your goal number seven is this.
We're going to make the
treatment focus for today this.
What do you think?
Yeah, I think that's great.
Let's do that.
You collect the subjective information,
right?
The AI scribe hears it, processes it, say,
hey, you know,
based on what the patient's
saying and based on the episode of care,
the previous treatments,
I would recommend we do this, this,
and this.
What do you think?
And it's just this back and forth.
And if you forget a piece of
information or the patient's like, oh man,
it's killing me here.
AI can't see that.
So AI would say,
what is the part of the
body that's increasing in pain?
Or what was the patient
referencing when they said this?
Because AI hears what they're saying.
They just can't see what it's saying yet.
So all of this back to it is
not taking away your professional skills,
your assessment, your judgment,
your your synthesis of information.
But it's just making sure
the little leaks in the
system are plugged.
You know,
I forgot to get this or I didn't
remember to get that.
All right.
That's the stuff that it's taking care of.
And.
It's putting it in the
context of the entire episode of care.
When I see a patient on the seventh visit,
I'm probably not
realistically going to have
the time to go back and
look at the previous six treatment notes.
I'm just focused on today,
but that's what AI can do
better than any human ever will.
So it was that kind of stuff,
but really focused on not
taking away your professional autonomy,
making it better.
Whenever I have a question
or think about how the
future is going to be,
I just go to thirteen year
old Jimmy McKay watching an
episode of Star Trek The Next Generation.
Like, that's where we're going.
We're going to like Jarvis
in Tony Stark's helmet.
So it's like it's the yes and like,
can you ask or interact with this?
And it has access to lots of information.
The answer is yes.
I think the people who, again,
like show me a time in
history when someone
embraced the newest tech,
like the newest technology.
Maybe not the specific.
I'm not talking about, well,
the Zune didn't really last, right?
Yeah,
the Microsoft Zune wasn't the next MP
three player,
but we knew it was going in
that direction.
Have we ever embraced something like that?
And it didn't benefit the
people who jumped in early
enough to adopt the concept, the what,
not the how.
And I think the answer is always yes.
I think Alexa,
the home whatever you want to call Alexa,
I think that was a flop.
Yeah.
In terms of like I think I
don't know how many they sold,
but Amazon sold probably millions.
I don't know if you want to look it up,
but hold on a second.
But think about it like this.
If I had come to you ten
years ago and said,
do you mind if I put a
microphone in your living
room or your kitchen?
Do you know how many times
I've just blindly reordered
coffee pods because it was like, hey,
by the way.
So like you might look at it as a flop,
but you don't know what their goal was.
Because I use them as speakers.
To me,
they're twenty dollar speakers and I
hook them all up and then I
go to my iPhone and then I
can play music in the entire house.
That would cost me five
grand to wire my house.
So to me, I'm net positive.
They look,
I keep getting ads on the one
with the I have one with the TV screen,
like the LED screen.
I get ads.
I mean, that is that is unbelievable.
Hold on.
Not an ad.
It's like Jimmy.
Oh, a preview.
Well, no, no, no.
What I mean is like, hey,
based on the timing of you
offering ordering coffee pods.
And when I first saw it, I was like, oh,
you're just going to sell me coffee pods.
And then I ran out of coffee
pods and I had to go to a store.
A store is like a building.
It's like Amazon, but a physical Amazon.
And I hate it.
And I'm like, well,
I like the fact that it
predicts when I'm going to
run out of coffee pods.
So I don't know if the
Amazon Alexa was a net failure,
but it also could just be
the first iteration of, well, then great.
What sucked about this or
what didn't it do?
It's still clunky.
I can't get my own podcast
to show up on that.
Even if I'm like, I want you to –
That's a great example
because I was trying to use
Alexa to pull up Alex
Hormozy's The Game podcast,
and it would not do it,
but then it plays Leila
Hormozy's Build podcast,
which is hilarious.
They're married, but I'm asking for Alex's,
and Leila's podcast is great too,
but it plays that.
Globally, two years ago, it was reported.
Guess how many Echos or
Amazon Alexas that Amazon
has sold probably across the globe?
Twenty million.
Five hundred million.
I can't believe that number.
Five hundred million of these devices.
And you know what?
It does irritate me when Alexa says like,
you're running,
based on your order history,
you are running low on size
large gloves because we use
gloves for the baby,
like to clean up the baby
or like paper towels or whatever.
Would you like to add it to your cart?
Would you like to add this, you know,
twenty-four count of paper
towels to your cart?
And I'm always like, no, no,
stop trying to like cross sell me,
upsell me, recommend more products.
We'll buy it when we want to buy it.
So here's a great example, though,
and people hate when I bring this up,
but it's the truth.
On the small business side,
our level right now,
we're over fascinated by I
got to be better, better experience,
better patient care, more knowledge.
I got a more continuing ads.
I got to deliver, build a better mousetrap,
blah, blah, blah, blah, blah.
Five hundred million Alexas.
Nobody loves Alexa.
Nobody is like this is the
greatest thing since sliced bread.
Nobody.
Yet people continue to buy.
People continue to do it.
Back to Jimmy's talking
about mill clinics and high
volume and all this stuff
that we think people hate.
They're still in business
and they're still bringing
in hundreds of millions in
revenue every year.
Like.
There is a sweet spot in
business between what the
consumer is willing to buy
and how much investment we
need to make in making it
better or even just good enough.
Like we have to get away
from this idea that it has
to be perfect and we have
to be the smartest and we
have to be most amazing.
No, we just barely have to be good enough.
We have to be better than the competition,
maybe cheaper or better and
more expensive.
You know,
we just one differentiating factor,
right?
But we waste all of our time
trying to continuously
improve when the consumer
doesn't even care.
I go out there.
Nobody in that gym right now
cares if I have another
like advanced certification.
They just want to be heard.
They want to leave feeling
better than they came in.
That is all they care about
in my business with my consumer.
So you have three choices
and we talked about this.
I actually got a cool message on LinkedIn.
Someone who's got,
I don't wanna say who it is,
but I got a big fancy smancy job.
They got a lot of big title
and they were like,
you brought up a really
simple concept and I just
stole it from someone else.
Like there's only three ways
to make more money, right?
Get the people,
get more people to show up
who've never used your business,
your product or service before.
Get the people who show up
to show up more often or
get the people who show up
to spend more or buy different things.
That's it.
And I like those zero like resets,
which is like, oh God,
I'm overcomplicated.
I need that a lot.
I get into overcomplicated.
Remind me to throw a crazy
idea I had out because I
don't think the idea,
I think the idea is different.
I don't think anybody's done it,
but I don't think the idea is the magic.
I think the execution is the magic.
I think it's simplicity.
So imagine Dan's a comment
and then we'll go to that.
Tony isn't human.
Isn't it human nature?
Yes.
Improve a hundred percent.
So why, why are people climbing mountains?
Right?
Because they want to feel
good about themselves.
And if I can acknowledge, okay,
I'm investing in more education.
I'm investing in more technology.
I'm investing in all of this
because it's important to me.
Awesome.
Like Pat, you on the back.
That is amazing.
I am so proud of you.
But don't do that and
complain that you're also
not making enough money
and all of the other stuff
and all of the other things, you know,
don't be the victim.
Don't be like,
this is where I start to get conflicted.
I am happy for anybody who
wants to be better for the
joy of being better and smarter.
I listen, I read, I study,
I do these things every single day,
but I don't also get mad
that I'm not getting paid
more than a visit from
United healthcare because
United healthcare is not paying for that,
for my personal joy and my,
you know, excelling.
Two reasons to climb a mountain,
Confucius say,
for the world to see you or
for you to see the world.
One is self-serving and one is selfish.
If you're doing it,
like this is where I think
people are using social media wrong.
If they're like,
I can't wait to show people about me.
And I think you can, if you...
having only fans, that's a great way to,
but you're actually over-serving.
You're giving someone more
than what they feel like
they're getting the more than they give.
But if you do the reverse,
things tend to work out a lot better.
So here's my crazy idea.
You ready for my crazy idea?
I had this idea.
Yeah.
I was working with a radio
engineer and said,
could you go into a
Hollister or an Abercrombie
and create Abercrombie
radio where there's a DJ
booth at the Abercrombie in New York City,
but you're listening in
every Abercrombie in the world.
And now they actually do this.
It's prerecorded.
It's automated.
But when I was suggesting it, it was like,
we don't have the technology for that.
What if you had ten to twenty clinics?
Right.
We're not talking about a one off.
And you could have one
central control with a bunch of buttons,
but there's a camera in every single one.
So essentially it's like that show.
Did you ever watch that show
on TV on Friday nights?
It's cops and they've got
camera crews at like six
different police stations.
They're like, hang on, hang on, hang on.
We're going out to Greenville,
South Carolina.
We got a hot pursuit in
progress right now.
Now, is that really live?
Probably not.
They're probably editing it
together to make it look like...
We got a stiff knee, a knee replacement.
They put too much ice on their knee,
and now they just booked a
call with Tony Meritato,
and they're frustrated with
their surgeon.
But could you essentially
put a live webcam in every
one of your clinics but
train the people to know what to look for,
what Dave just did, and just stream it?
And then someone follows
along and picks up the
breadcrumbs and makes a
loaf of bread out of the breadcrumbs.
document not create like
that would be an endeavor
but that would be you
wouldn't need to run a paid
ad ever again now you need
to invest on that like okay
this is our strategy we're
gonna live stream
everything you walk in our
you have to know when you
walk past the door of every clinic
We're on TV and you can't say no, right?
Now you have a room that's
off camera that you do the
personalize the information, yada, yada,
right?
Be very protective about that.
But this is kids back in the
day before we knew what reality TV was,
there was a show called Real World.
where they just let people
live in an apartment in New
York City for free and they
taped everything.
And everybody's like,
what are they going to do?
And like,
they're just going to live and
we're just going to watch it.
It's the dumbest idea ever.
There are more reality shows
now than there are actual
TV shows that are written by writers.
Although a lot of the
reality shows are written by writers.
But yeah,
that's the idea is we have this
sort of natural fascination
with I want it to be real.
Look, Justin TV turned into Twitch,
I think, right?
That's how it started.
Huh?
It was called Justin TV.
Yeah.
They were just streaming his life.
You'd see him sleeping, you know,
but even within us.
So you mentioned cops.
I love cops.
Cops was a great show.
Why are you so sweaty?
Do you guys remember cheaters?
Yeah.
Cheaters.
That was an amazing show.
There were so many old school reality.
And then we started the show
talking about Judge Judy and Judge Wapner,
Maury Povich.
There are so many of those
elements that we have
almost forgotten about,
but it makes for drama.
It makes for the theater
around what we're doing.
And we can pull that stuff
into the stuff we're doing right now.
My kids were going fishing two days ago.
They found a chest harness and a GoPro.
They're like, why do we have that?
I was like, oh, yeah,
I was going to do that in
the clinic because I was
running out of hands.
I couldn't hold the phone
and do manual therapy.
So I was just going to use, you know,
the chest harness and the GoPro.
There's a guy who goes into
Cold Stone Creamery.
with a chest harness and a GoPro, he makes,
you know,
he goes in and he starts making
ice cream.
He's got like two million viewers,
grew a super fast YouTube channel.
It was incredible.
That stuff is all available.
It's just where do you want
to focus your time?
Where do you want to put the effort into?
And I think the reward,
the return on that investment is
by, you know, a hundred,
it exceeds what you would
get for an hour of your
life that you're never
going to get back that you're changing,
you're exchanging that hour
of life for a hundred bucks.
I would say just to expand
on that part is the one
thing that I've realized is
when right now I'm
literally only treating one
patient a week, one client visit,
excluding the trial visit,
whatever recording yesterday.
Um,
I can't fully do all the
stuff you're talking about, Tony,
when I was treating patients, like,
cause I'm treating patients
and you're scheduling
people and you're traveling,
we were traveling or you're
going to an office.
And it's so hard to think I
I've come across like this
almost like a revelation is
like a practice owner that
wants to do all this stuff.
I suggest you get out of
patient care yes your
income will dip yes your
income will dip you need to
get income or pay or spend
less in the next two to
three months or four months
or whatever like your
income will dip but you
need time to like work out
or walk or work on this
stuff because doing this
this stuff with like video
and content and game
planning like all your
whatever your processes
your procedures whatever
around this but or your
entire playbook of your practice
You spoke to a practice
owner last week and they're still,
they have five clinics and
they're still in patient care.
And it's like,
you have no time to think of anything.
Like how can you even grow
the practice or work on
video content or anything?
I suggest you get out of
patient care and then you
actually have like the
brain capacity to think
creatively about this stuff.
This is why a lot of my jobs failed.
I got hired by big companies.
I thought about these things,
pitched them and they were like,
but no one else is doing them.
That must be a bad idea.
And I just, I would always say sand wins.
I'm like, what does that mean?
I'm like hourglass in five years,
you're going to look back and be like,
Oh shoot.
Wasn't that the thing Jimmy
was telling us to do?
Doesn't mean I'm an Oracle.
It means I just pay
attention looking at other stuff going,
well,
what if we took that elements of
that and put it with this
and then did that, would it work?
Let's find out.
The people who invest early
typically win big, but it's dangerous.
It's a leap.
Tony, what were you going to say?
I was going to go back to,
and I'm going to reference
Dan's point one more time.
Dan said a hundred percent.
It's one of those things.
So I'm pretty much back in full time now,
right?
We doubled our patient visits.
I'm seeing patients constantly.
I'm doing all the documentation,
all that stuff.
I think it could be
approached in one of two ways.
You,
you've got the therapist who's like
full in a hundred percent dedicated.
This is my full focus.
And I'm sure Dave,
that's probably where you were.
Um,
You can do that
understanding the fact that
you are limiting growth.
You are doing this at the sacrifice of,
I'm going to make less money.
I'm going to have less focus.
I'm going to have less time for my family.
You could look at it as...
Okay,
I'm probably over delivering on value.
I'm probably over delivering
on what this person needs.
Like,
do they really need a hundred percent
focus a hundred percent of
the time and all of this?
I don't think so.
So if I divert twenty
percent of my mental energy into
I'm just going to grab my phone,
hit record, you know,
and then like I edit my
video clips on the fly
while the patient is in my
clinic doing what they need to do.
You can make the argument to
say I am not as good of a
therapist as the therapist
who's fully focused on that
patient and not thinking
about YouTube and Instagram
and Facebook and all the other platforms.
True.
But does that patient get a
worse experience because I
am eighty percent present
instead of one hundred percent present?
I don't think they do.
I don't think they notice it.
I don't think they feel it.
I don't think I'm
compromising to a level
that's perceptible.
And my judgment,
the reason why I say that
is because they still keep coming.
They finish their plans of care.
I can't even tell you how
many patients come saying
my doctor tried to send me
across the street.
I told him I don't want to go there.
I've been there.
I love you guys.
I want to come back here.
That's the only litmus test
I have to say something is
clearly working.
Even though I know I'm not a
hundred percent present.
I know I'm not a hundred percent there.
The only three ways to get that, Tony,
is to have someone try you, right?
To physically, to know you before they,
whatever, right?
So they have to have each tried you,
right?
Someone would have had to tell them,
someone they trust already, go to Tony,
not across the street.
Or the third,
they would have had to
experience you in some way, shape,
or form.
That's it.
They either physically tried
you and liked you or
physically tried you and didn't.
Someone told them you suck.
Don't go there.
Or that guy's great.
Try them out.
Or they were there and you
got in their way.
That's it.
Those are the three ways, right?
That I can see.
Am I missing a way?
I think those are the three
ways that someone,
how else do we make decisions, right?
A review of someone else,
a video of some of that
someone else shot that they see.
Someone told them they know, like,
and trust a doctor, a friend,
a family member,
or they just got sent to you,
roll the dice.
And then you had a chance to win or lose.
Those are the three ways.
How do you increase your
likelihood of doing that?
Make more content,
give people a chance to
sing your praises.
That's the other know, like, and trust, uh,
or give a great experience
when someone's there.
That's it.
Focus on those three things.
One more little aspect.
And like I said,
I'm not taking anything
away from anybody.
You know,
you look at what's a priority for you,
me as a therapist.
Like there are things that
other therapists do because
it's a priority for them that I don't do,
that are probably good to do,
that I probably should or could do.
I choose not to do it.
Great example.
We had two or three patients
come in yesterday.
I didn't have their benefits verified.
Now, I'm not verifying, but my people,
I didn't have that information.
I didn't collect at the time of service.
I'm probably going to have
to invoice them in the future.
I'm probably going to lose a
little bit of money because
I didn't collect at the time of service.
But the thirty,
forty bucks I'm going to lose.
I believe I'm going to more
than make up for from the
video content and the other
stuff that I did instead of
doing that piece.
So we're all going to make
choices and pay a price somewhere.
That was a big part on why
we brought billing in-house.
I'm like,
if I'm paying seven percent on a
million in revenue,
I could probably I could
give away seventy thousand
dollars a year because
that's the seven percent I was paying.
I could not collect seventy
thousand and still come out equal.
I'm going to go that route instead.
So we just make those choices.
But but it should be a conscious choice.
I consciously make the
choice to say I'm not going
to do things the way
everyone else does it
because I still think it's
in the best interest of my patient.
So just use AI to do your billing,
save two percent and make more money.
There you go.
That's the way of the future.
I think everything that we
just covered the past five,
six minutes is the parting
shots from each of us.
Yeah.
Sounds good to me.
I'm ready.
I'll pitch this for a future episode.
What if we just did...
three to four AI topics.
Like what if the whole show was just like,
we're going to go AI,
but we're going to go AI
plus this AI plus like, it's a,
it's a yes.
And AI episode.
Let's do it for an episode and we'll see.
So we got to figure out the structure,
but I think it needs to be the AI,
AI plus content creation,
AI plus documentation, AI plus billing,
AI plus whatever.
I have,
I have one for scheduling some
stealth company I heard about that.
I don't even know the name literally.
So AI with scheduling.
I mean, we'll do it Thursday.
We'll do it Thursday.
All right, we'll work on that structure.
Everybody, thanks for joining in.
But really,
thanks for coming to our live
idea slash therapy session.
I do like how these things play out.
Gentlemen, we'll see you guys on Thursday.