Hey guys,
welcome back to PT Breakfast Club.
All right.
As promised on Tuesday today,
we're going to talk about
something that we were
talking about on Tuesday
that Dave then went and did
where a dinner party can
turn into a marketing masterclass,
or it could just be a complete debacle.
It could be a waste of a
couple thousand dollars.
I want to find out Dave,
how your marketing dinner
party actually went.
And of course you're looking
at it from a different
perspective than I think most,
which is you're in the
moment trying to figure out
what this sort of is.
So you're there as a participant.
But you're there sort of
like as a diagnostician, like, hey,
what is going on here?
Is this an accident?
Is this on purpose?
So let's give the background
in case people weren't
listening on Tuesday.
And then like, how'd it go?
Yeah, for sure.
So I'll try to be as
efficient and concise as possible.
So Manhattan Pain Medicine
is the practice.
It's a bunch of physicians
that treat chronic pain, EDS,
things like that, hypermobility, yeah,
chronic pain type patients.
And recently,
I was connected by another
physical therapist to one
of their physicians.
I had just asked her.
She had asked me about hiring and stuff.
And she had just hired a therapist.
And she's like, oh,
you need any help with that?
Because I was helping her with something.
And I was like, no, no, I'm good.
I'm like,
how about you introduce me to Dr.
Seiferman?
I picked one person,
they have good content online.
I'm like, I would like to meet,
it seemed like one of the
owners and main partners of the practice.
She connected me over email,
then he looped in some
communication marketing liaison person.
I said, hey,
can I get more information
about what you guys do?
I wanna be able to send
people your way and make
sure they're the right fit.
They introduced me or
invited me to this event last night.
So it was at Sarah Beth's in Manhattan,
in Midtown Manhattan.
I knew you were going to ask me this.
So there was like four
tables of eight chairs.
So thirty two ish total chairs,
but it was not filled up.
So it was probably like twenty.
twenty five ish, twenty three,
twenty five ish people,
a few folks that were not providers,
but like most of the most
of the people there were
either it was like fifty
percent physical therapists,
fifty percent physicians.
They had their own physicians there.
They also had other
physicians and
psychiatrists and other
folks that they refer to.
There was one chiropractor.
There were about five or so
physical therapists,
five or six maybe that they refer to.
They don't have any physical
therapists in their practice.
There was like a
Cause Jimmy and I are
talking about maybe doing
this type of stuff.
So there was this room that
was like a party room that had like,
what's like the pull down,
like projector thing,
like the projector screen.
Yeah.
And it was just like a
provider synergy dinner.
And then it was like a
couple of the logos and,
uh it went really well I
obviously I think I you
know thrive in those
environments I know there's
some folks that are
introverted that like they
go to an event like that
and then they they leave
and they go home and
they're like they're like
wiped out maybe tony is in
that in that group of of
people um I I remember that
night thinking like I got
home and I was like I
already had a game plan
like I already met a bunch
of folks got a bunch of
business cards gave a bunch
of business cards and
some folks we exchanged
exchange like email and
text message uh you know
cell phones and all that
right away it was great I
uh had a game plan
yesterday morning I woke up
first thing I did was I'm
writing handwritten notes
to folks that I met with a
business card slipped in
even though I had already
like emailed them or texted
them it's just like now
they're gonna get that in a
couple days so that's just
like a little bit of a
master class uh tip on my
side of things but overall
it was great they wanted to
talk a little there was a
little clinical stuff it was like
You know, the main physician,
Dr. Seiferman, was like, hey, you know,
we treat, you know,
we all treat EDS and
hypermobility and this and that.
And what are some of your
challenges and whatever?
So there were some great
things that we'll get into
as you ask me some follow up questions.
But that was like pretty
much it in terms of like
who was there and why.
But the why was specifically
around collaboration and referrals,
which is really cool,
especially coming from physicians.
Yeah.
This is, this is a typical, right?
Because I would guess the
typical is you come to me.
I'm the, I'm the physician.
You come to me, you bring me dinner,
you bring me lunch, you knock on my door.
And this is why this move,
in my opinion is super smart, which is,
this is the app.
Like,
They go back to that thirty
immutable laws of marketing
or however many numbers it is.
Rule number one is don't
remember how many numbers are on a list,
but it's usually make the small big,
make the big small,
make the invisible visible
and vice versa.
Just do the opposite.
So this is super smart.
I'm not saying it's the
first time it's ever been done,
but it's done so rarely
that when you do it,
there's some pop to it.
It's purple.
It's purple cow ish.
Um, so questions, um, gosh, I mean,
how'd you feel overall?
What juice worth the squeeze
worth your time?
I mean,
it already feels like it was leading.
A hundred, a hundred percent.
Um, it was six PM dinner.
It was like a first course
and then an entree course.
And then.
dessert was like eight, fifteen.
At that point,
some people had already left
at like eight, eight, fifteen.
For me, I'm like, I already parked nearby.
I already I already paid the
New York City congestion
pricing to drive into Manhattan.
By the way,
this is the first time that we
paid congestion pricing.
We had not driven into into
Manhattan since whenever
that started earlier this year.
So I was like, I'm going to you know,
I'm going to just hang, you know,
as long as possible.
Like, let's continue the conversation.
Let's continue to hang out.
So I know you're being sort of funny there,
but not funny because congestion pricing,
no joke.
But there's a tipping point.
I'm going to an APTA event next week.
There's going to be happy
hours every night.
But you have to overcome inertia.
Like Dave's doing the math.
Everybody you're inviting to an event,
a webinar, responding to a DM or an email,
or can you get on a phone call?
People are doing the mental math like...
Does it cross the tipping
point of worth it?
That's why I, a lot of times in my job,
I cold DM a ton of people
to find partners to refer us practices.
I ask for... I say, listen...
seven-minute call, too much to ask,
you're probably going to
know if this is a horrible
idea or a brilliant idea in
the first three minutes anyway.
But this is your – I think
this is your role.
That's my DM or some variation thereof.
I don't even copy and paste.
I write it for each person.
But what I'm getting at is
you have to overcome –
getting to the next step,
not getting married to
agree to the first date.
And the mental math there is like, is this,
is the juice worth the squeeze?
So you were doing that when you,
how did you get the invitation for this?
Was it an email?
Over email.
And then like,
from people that I never
spoke with on the phone and
never met in person.
So good.
I don't want you to bring it
up just from memory.
Like what was the subject
line or why'd you open it?
Let's go with that.
Why'd you open it?
So when I was mentioning,
so Melanie Carminati is a
pelvic floor physical therapist.
We had her on the show.
Do you remember with the
endometriosis symposium?
Yes.
So we had her on this show.
We talked with her.
She, she was asked, like, I asked like,
Hey,
I heard you have a therapist leaving.
Do you need any assistance
with like sharing my network?
Cause like she's pelvic floor, like,
like happy to share it out
on whatever Facebook or
LinkedIn or whatever.
I want to help her.
She sent me patients.
I feel indebted to Melanie.
I have not referred to
patients or she's referred
to patient to me that I've
had for a year.
Right.
So I feel like I wanted to give back.
I said, Hey, I heard Mila is leaving.
And now, long story short,
she already had a role
filled in with another therapist.
She emailed me back and says, hey,
we're good with hiring.
I already had someone that
was a student not too long ago.
So she's starting in a few weeks.
So we're all good.
Thank you so much.
She asked me, Dave,
do you need any help with
recruiting or hiring?
And I go, no.
But here, but I'm like,
she's asking me for,
if I need help with anything.
So I go, I go, and I, as you guys know,
like Google ads,
we paid a ton earlier this
year and I'm trying to now
work more on the physician
referral marketing and the
out of network physician.
So I already knew I was so
targeted and I'm like, Hey,
can you introduce me over
email to Dr. Seiferman?
Like, I love their social media content.
I'm looking to work on more
physician marketing.
So he connected me to him.
I emailed him.
He replied, great to meet and connect.
And then he brought in Nancy
from communications and
marketing liaison.
Then I said to her,
I said to Nancy and Superman over email,
hey,
I would love to hear a little bit
more about what you guys do.
Trigger point injections, ketamine,
that type of stuff.
I want to know if we have
complex patients and clients,
I want to know who's the
right fit to send to you guys.
So I'm trying to say,
I'm going to try to bring value first.
and send people your way if
I can get more information
of like what you guys do
and all that and the
communication marketing
liaison person nancy
replies over email thank
you so much for thinking of
us we really appreciate you
know potential referrals oh
by the way in you know a
month or whatever we have
this provider synergy
dinner let me know if
you're interested and I'll
send you over the formal
invite and I'm like uh let
me think about it yes I'm interested
So like,
if you try to reverse engineer this,
you couldn't, right?
But you can reverse engineer
the acts that you did,
which is consistently
seeking people out or how
do I help you first?
She reached out,
you extended an olive
branch and she of course
was gonna come and use the
psychological idea of reciprocity, right?
You helped me, how do I help you?
There was a ton of those
psychological levers there.
The thing that I'm guessing, right, cold,
It would be fun to get this
marketing person on the
show or I'll interview this
person because it's cool to
watch how people's processes work.
There was an event already in the works.
There was a thing, right?
So they're already doing a thing.
Good luck timing on my part
with Melody asking for an intro to them.
but you are solving her problem.
Cause you were the perfect,
you were a perfect person
to put in the room.
So you happened to bump into
her while they had that thing,
but good on them for saying,
how do we get the right
people in the room?
You have to have the room first.
You can't wait around.
Is this something that they
do like monthly or biannually?
So, yeah, good question.
They apparently they've done other ones,
but like on the Google
calendar invite for it,
it said provider synergy dinner, uh,
series launch.
So I'm like, oh,
so like you're going to
start doing these more often.
It sounds like they other
people had mentioned like, oh,
other events from Dr.
Seyfried or whatever.
And maybe they were like smaller dinners.
I don't know.
It seems like this, you know, twenty,
thirty,
whatever amount of people might be
like they're
Next step, like a little bit bigger.
They had some sponsors.
We can get into that.
Obviously,
I know Jimmy wants to get into that.
So it seems like they've
done a little bit smaller events,
but now maybe this is going
to be like a formal monthly
or quarterly thing where it's like,
you know, twenty, thirty or more,
you know,
growing over time of different providers.
OK, so, yeah.
Who else was there?
You mentioned a screen with logos on it.
Yes.
Your logo on it.
No, I, again, they already had this,
they already had, yeah, not yet.
They already had this event set up.
Uh, they, the, the main, the main, uh,
I texted you guys this in the,
in the chat,
the main sponsor was like try
farm pharmacy.
So they,
like because these these
physicians prescribe so all
right so there were the
pharmacy that was the main
uh the main sponsor over
email like as the emails
were coming out it was like
try farm pharmacy is the
sponsor then you get to the
event and they had that the
pull down projector screen
and it had you know
manhattan pain medicine as
the sponsor try farm
pharmacy but then also like
on the mend fitness
in-home personal training
and massage for geriatric
clients in Manhattan that
have an injury or whatever,
or they're just afraid to
move or whatever with, you know,
through COVID and all that.
And so that company,
I spoke with that owner, Lisa Snow.
She was amazing,
blew me away with her energy.
And they obviously service
like our same type of
clientele and they're all
non rehab based.
And they were a sponsor because then they
By the way,
they had everyone stand up one at a time,
go around the room and
introduce yourself almost
like a little mini pitch,
which is just like finger roll,
like I'm here shooting free throws.
Basically,
you get a chance to say who you are,
what practice you're with.
Like who's your ideal client?
Like who do you serve?
But you don't have to be the pushy guy.
They open the door for you and it's,
it's their party.
So it's like, it's not a sell.
It's a super smooth.
Hey, I'm Dave.
Hey, thank you so much for having me.
Like that you, right.
I'm Dave.
I do this.
This is what I do.
Happy to be here.
That's an easy one.
And it's quick, right?
So it's like, it's going to be speed.
So you're paying attention
and then you're mentally noting.
Oh, I talked to that guy.
Oh, that girl.
Oh, Oh, you, we have.
Exactly.
You mentioned one thing, too,
was who was the person you
said had a lot of energy,
you loved her energy?
Lisa Snow on the mend.
So in-home personal training in Manhattan.
It's hard.
to project energy online.
Unless now it's the world of
short form video, right?
So that's easier.
But then again,
that's one of the most
crowded places to be.
How great is it a person
like Lisa who might be like
on our website,
I have great energy and all
our reviews say I have great energy,
but like she doesn't need
to say that when she's in
the room with you.
And that might be one of her
strongest things.
So like she wants to be in
the room with people
Right.
She doesn't want to necessarily have to,
you know,
tell people it's show versus tell,
which is why this dinner
party type of idea is so great.
If you if it's your if it's your bag,
Tony's just sitting there like now,
like we are describing
Tony's worst Wednesday night.
Right.
It's true.
I mean,
I think the value a million percent.
I love the idea of those things.
I don't want to be the
person doing those things,
but that's where like
somebody like Jimmy or Dave or my wife,
they are the right person to go in there.
but I'll say, you know, if, if really,
if you think about it,
you need both sides of the conversation.
Like my wife always says she,
she married me because I'm
a good listener,
but then she yells at me
for not talking enough.
I'm like, you can't have both.
You, you need them.
I am the listener.
I'm the observer.
I'm going to sit back and watch.
So even if you're sitting at
home and you're like, Oh man,
I want to do this,
but I'm introverted or,
That's fine.
You have a role at an event like that.
Right.
So a lot of the marketing ideas we share,
number one,
we're just pitching a hundred
ideas and take the idea, do it,
don't do it, take part of it, do it.
Tony,
if this party were happening in your town,
I think you already tipped your hand,
I'm guessing you'd just
send someone else.
if we have somebody on the
team uh I'll give you guys
a quick story so when we
were in florida when we
were just starting there
was three of us myself my
wife and a young girl that
we had known uh I would see
a person coming in with a
gift because you know
patients love to bring
gifts immediately I'd be
like kathy aaron like I
would call them to come
because I didn't want to be
the person receiving the
gift because I wasn't going
to be a good like oh my
gosh thank you so much
I would bring the girls out
to do that for me same
thing here like I look at
my team who's gonna be the
best person for this event
I'm gonna send that person
out um I am rarely that person but
Right.
But you,
you would recognize the value in
it and then you would act accordingly.
Like,
like I remember I asked my former
program director at my,
the radio station I spent
the most time with when I got hired there,
I was like his, his number two.
Right.
I remember like being there
a year of being like, Hey man,
I got to ask, like, why'd you hire me?
Like I was I had only worked,
I'd done internships, but only had one,
one full-time job.
And it was a pretty big station.
And I was like,
I don't know, man.
I feel like there's a lot of
people probably gunning for this job.
And he was like, you were the right fit.
I had a this and I had a that.
So I wasn't looking for the
person who had the highest Madden score.
It's not the total.
I needed the right parts.
And I remember just sitting back and going,
oh, gosh.
Wow, that was so much insight.
I still think of when Chris
Lloyd told me that.
of you're looking for the right fit.
And then when we had events later on,
he was pretty extroverted
when he needed to be,
but he was mostly an
introverted California laid back dude.
And Jimmy is not a laid back sort of dude.
So he was like,
when events that were
perfect for me came up,
I was so excited to go.
And I was like, oh my gosh,
I must be stealing this.
Everybody else must wanna go too.
No one else wanted to go, just me.
And that's why I was on the team.
So understanding your role there.
All right, so...
What was the follow-up since
this was like number one in the series?
I mean, you're writing handwritten notes.
They're going to bring you back.
I mean, they'd be idiots if they didn't.
What other steps are you going to take?
And then we'll get into how
we steal the strategy and
we do our own version of this.
So, I mean,
I'm not on probably not on the
referral list for this practice.
So I had just the Nancy who invited me.
I sent her an email just this morning.
So the event was what I said
Tuesday night.
I think so.
Yeah.
Tuesday night.
So I said, oh, you know, Adam, the P.A.
and Dr. Superman were
talking about the referral list and.
They don't think I was on there.
I just wanted to see, like,
I know you're in communications.
I don't know if this is part
of your job responsibility or not.
Maybe it's this other team
member that I met about, you know,
nicely getting on the
referral list or whatever.
But, yeah, I mean,
what's great is the whole event now is,
like, even leading up to it,
I really was striving and trying to –
refer one or two patients to
them even before the event.
So that at the event, I could say jokingly,
like, you know, you know, you know,
there's like no free lunches, right?
And there's like no free dinners.
Cause like,
I know like you're paying for this.
Like it makes, um,
it makes me want to give
because I'm getting, uh,
even as the event was
approaching or at the event.
So it's, it's a, it's a great
it's a great process to go
through in terms of just
building relationships and collaborating.
So what else next?
I mean, just more of what I'm doing.
So I connected with some of
these practices on
Instagram or follow them if
I'm not already and I'll
start engaging just nicely
and supporting them.
One of the OTs, there was an OT that I met,
her practice had like six therapists,
and she was asking me about
out-of-network billing.
And so yesterday morning,
I connected her to my
out-of-network billing guy
because her current biller,
she's frustrated with.
And I was like, well, my guy does this,
this, this, this, and this,
and she loved that.
And I said, yeah, you know.
Happy to introduce you.
And so I introduced them
yesterday morning.
So it just it's like how
much goodwill like whoever, whoever,
by the way, like whoever can, I think,
and I would love Jimmy and
Tony's feedback on this,
your guys thoughts.
I think with these events,
whoever can provide the
most goodwill up front,
like this practice just
invited us to dinner.
We had free food.
They, you know, hosted it.
They found a place that had, you know,
comfortable, good size,
centrally located.
They did so much goodwill up front.
Now I feel like I got to refer to them,
which is exactly why
they're doing the dinner, right?
And reciprocity.
And so now it's like, how else can I...
How else can I get pelvic
floor patients that we have?
Because we don't really do it.
I have one pelvic floor therapist,
a female that's downtown only,
doing home visits.
So how can I refer and send
patients to these practices?
And even if I can't,
the fact that you write an
email and say that you will
keep them in mind for those
conditions and write them a
handwritten note that
you're going to keep them
in mind for pelvic floor or
dance medicine or Pilates or whatever,
whatever it might be that,
especially the things that
we don't do just, just by saying, Hey,
I'm going to keep your mind.
I'm going to really try to,
we're going to try to send
folks your way and all that
I think is the bare minimum, right?
It's so easy.
Why?
Like, why, why not?
Like, and I'm totally genuine about that.
It is easy for some people.
And then some people,
because they decide they
haven't decided that this
is important enough to do.
Do you know what I mean?
Like they haven't even done,
this isn't the first thing
to do if you're opening a business.
It's not.
You got to do some other stuff first,
right?
I think you would agree.
I agree.
There was a therapist that
had just started her
practice PT six weeks ago
and she was there.
Well, I'm not saying about being,
I'm saying throwing the event.
If this is your market.
Of course.
No, no, you gotta be, you gotta be,
you gotta be established.
Yeah.
Right.
You've got to have systems, right?
You have to have the systems of like,
when you get those referrals,
what are you doing with them?
Or you're curating relationship with Dave.
I'd be interested to see if
this is an internal person,
marketing person,
or a third party could be either.
I don't think either would
be better or worse.
I'm just interested.
Um,
cause there's some point when that you
hit a tipping point, when it's worth it,
the juice is worth the
squeeze to hire someone internally.
Um, yeah.
Well, let's make this tactical now, Dave.
This is real.
Like, real world event.
If I said I got a thousand dollars,
Jimmy and Dave are going to do this,
and we're going to throw our own party,
how do we do this?
Like, you know, well,
how much do you think that party costs?
I mean, the scale of it was a lot larger.
You're doing thirty people
in New York City and
you know downtown that's a
different level I'll tell
you what I can call I'll
call the place and say hey
I was just that at that
event the other night I
want to do something
similar to that love it you
know what what's the cost
here and so here's a couple
things like one is I can I
can call and ask and I can
on the next episode if you
want to do a part three I
can we can touch on this
briefly and and find out
like the cost per head or
you know per plate or
whatever and it was really
on pt breakfast club we
break down okay keep going
So it was, you know,
an appetizer and then an entree.
Oh, also dessert.
But most people left at that point.
And they kind of they ordered dessert,
like with like raising your
hands and a la carte.
So it was like, you know,
the first and second first
and second course were like
through like a little menu and all that,
like a little party menu.
Drinks were not included.
If you wanted a drink,
you had to go to the bar
outside of the event space
in the room and go get your
own drink if you wanted.
So that's another way to keep costs down.
So I think that's pretty savvy.
Also, if you're at an event,
you're not going to want to
drink more than one or two.
I mean, if you're drinking three or more,
you might be too saucy.
It depends on the person.
But that's not what it's about, obviously.
So what else?
The sponsors,
like I spoke to a few of the
folks that that sponsors to
the on the mend fitness and
then also one of the OT
practice was the fourth sponsor,
by the way.
So they had like there was
the practice that's that hosted it.
They were the one sponsor,
then the pharmacy and then
the in-home fitness and
then the like some
outpatient occupational therapy,
hand therapy practice.
So
you got the you got the the
budget with othellas but we
we absolutely could get
other sponsors for sure
that are that are local
that want to do this the
hard part is getting the
right people in the room
you can buy the rest you
can buy the rest and then
you just have to decide
where where on that
spectrum of how much you're
gonna pay the hard part is
getting the right people in
the room because you're now
you're dealing with time
and space and once cell
phones came around time and
space mattered less
But it still matters if you want this,
if you want in person.
So I would say you and I
offline will create an event.
And then the next thirty days or whatever,
let's throw a dinner.
Who wants to come?
Like, I would love to just meet people.
You know me like this is if
I know you said recently,
I think you said in the
next forty five days,
if we can get folks to do
this in August in New York City,
we can make it we can make it happen.
We can make it happen anytime.
Yes, you can make it there.
You can make it anywhere.
Yeah.
I think we do one in New
York City and we do one in Middletown,
Ohio.
We go on the road.
We go visit Tony.
Well, hold on, hold on, hold on.
If Tony comes here,
he doesn't really benefit.
If I go to Ohio, how do I benefit?
The only one benefiting is Jimmy,
is Jimmy with Athelas.
Come on now.
Wait a second.
I'm throwing parties for you
guys in your network, is what I'm saying.
Look at that.
In the city, in the city.
That's what I mean.
I think it's assumed that
I'm going to be building this guest list,
no?
I mean, and then, you know, Tony can't,
you know, you and Tony or whatever could
Oh,
I'm just saying you come just to hang
because it'd be fun and we
could do one of these in the room.
Oh, no,
I figure we were building the guest
list with my network and we co-host it.
Yes.
I actually,
what they did where I was two nights ago,
uh one of the physicians
superman you know spoke for
a while like you know
briefly intermittently kind
of guiding and then also I
also I liked with the four
tables every time so
whether it was like all
right we're gonna sit down
or we're gonna you know
have appetizers after the
appetizer you're gonna you
have to switch tables you
gotta mix around you gotta
meet everyone and then then
after the entree all right
you gotta switch tables
again you gotta move around
and then it was like you
know I think they did it
again so they they they
changed we changed seats
multiple times I thought
that was genius as well
That's smart because that's
enough of a prompt without being cheat.
Like was there a scavenger
hunt at any point during this?
This is New York city, baby.
I didn't know scavenger hunts.
Cause that's like,
that's like the tipping
point where like you can
tell the person who's doing
a corporate or business
scavenger hunt has not ever
done a scavenger hunt.
Cause you're just sitting there going,
I don't want to do any of this.
Like, I don't know.
I'm anti scavenger hunt.
Unless, unless children are involved,
you have to be under the age of to have a,
to, to,
to be ROI positive for a scavenger hunt.
Now moving some people around.
Putting a fishbowl on a
table I've seen with a
couple of like icebreaker questions,
that's sort of like actively passive,
passively active, right?
Moving chairs, brilliant.
But, you know,
we did this kind of party in college.
Again, when there's college and alcohol.
Do you guys ever go to a
nuts and bolts party?
No.
All right.
No.
You go in and guys would get bolts.
And girls would get nuts.
You go to the hardware store
and you get a bunch of different.
I used to throw parties in college.
And I know this shocks all of you.
But you have to create like
weird icebreakers.
So you'd go in and you
wouldn't be allowed to have
any of the mixed drinks.
You'd have to drink from the
keg until you found your match.
Wow.
What you'd do is as a guy,
you'd walk up to a girl and you'd be like,
hi, I'm Jimmy.
And you'd show her your bolt.
And she'd have a nut.
You'd see if it fit.
And if it didn't, you had to take a shot.
then you have to go to a
different girl and then as
soon as you found your
match then you can go to
you could go to the next
room with the bar now this
encouraged way too many bad
things on college campus
but that's what the people
who are at the party were
looking for but it was like
a cheeky way of doing it
but know your audience
because that was fine there
but I think if you were
doing a nuts and bolts
party at a business
marketing event not not a
good idea so I'm sure
people in the chat are
thinking this of not saying
this like it's a bni event
really is what's bni
Business, networking, international.
I mean,
you're bringing businesses together
that are appropriate to network.
The main lesson that I hope
therapists take away from today is like,
let's bring back physician marketing.
Let's bring back networking.
Let's bring back, as bad as it might sound,
those backdoor deals that
That's like, hey, I know what you need.
You know what I need.
Let's get together and let's
make this happen.
That stuff.
I don't know why we got so
opposed to it as a profession.
People took it as an insult.
I'm not going to beg for referrals.
I'm not going to bring lunch.
Screw you.
I'm going to do whatever it
takes to build a
relationship with the
person who's seeing forty
or fifty people a day who
need my services.
Right.
You know, like every business in the world,
you get box seats, you get free lunches,
you get all these little
knickknacks that that the
company is giving you
because they want you to
buy their products.
I want you to send me those patients.
And so let's make it cool
again to network directly
with physicians that would
refer patients to us.
Love that.
Absolutely.
Tony,
have you offered any free treatment
to physicians over the years?
Did you ever say to the
physicians or the front desk folks like,
hey, if you ever have any aches and pains,
let us know.
We'll stop by and treat you complimentary.
Or you could stop by our office.
And do you ever do that?
We've offered it to the support staff.
We've never offered it to the physician.
We've never had anybody take us up on it.
We've tried just about everything.
I still go back to best
thing that works for us,
and you guys know this,
but for the listeners,
going with patients to
follow appointments.
In fact,
the person that I just had before
I jumped on,
He's going to a physician
visit Wednesday next week.
I'm going to go meet him at the office.
He's been a longtime client,
self-pay client out of Naples, Florida.
He wants that extra
experience and I'm going to
be there with him to just
kind of hold his hand
through seeing a non-surgical orthopedic.
But the only thing that's
ever worked for me in that regard,
we do luncheons and
luncheons are awesome.
We've done dinners.
We've done, I forget what they call it,
but basically, you know,
you're the featured
spotlight and you come out
and we have a dinner in a
nice restaurant.
We get the back room.
Same exact thing as Dave is describing.
We didn't pay for drinks.
We made sure if you want drinks,
go to the bar.
We covered the entree.
We covered the appetizer.
We try to organize who are
the people there.
I said, I will fill the seats.
But my focus was you're the
featured speaker,
Dr. So-and-so come out and, you know,
give us your pitch and then
we'll help you fill your
practice with the right
kinds of patients.
No Medicaid referrals.
No, no,
none of the stuff you don't want
that everybody else is
trying to send you.
We'll get your highest
reimbursing referrals coming your way.
And they loved it.
And it was ding, ding, ding, ding, ding.
Yeah.
Steven's saying he's got his
oldest son back from
college and he has him
dropping off eval reports,
progress notes and referral
pads to every referring doc
in the past six months.
The juice is so worth the squeeze.
Is this going to work or do
something every time?
No.
Is it going to work enough
to make it worth paying
your kid driving around doing it?
Yes.
So here's the thing.
And, you know, I love Steven.
We've known each other forever.
I'm going to say like referral pads,
do it.
Other stuff, do it.
Don't send plans of care.
Print them out, right?
Yeah, you're messing up their system.
Like if you fax it,
it will go straight into the EMR.
If you drop a physical copy,
now somebody has to scan it
and that's extra work.
And nobody wants that
physical copy in their hand.
Um, now we did have, we,
we used to do a deal where
like when a patient was going back,
we would fax the plan of
care and give them a physical copy,
not with the expectation
that they were going to
like have the doctor sign
it and not just so they had it just,
just so it was one touch
point that they could,
it forced the patient to tell the doctor,
this is the therapist I'm seeing.
Uh, what were you gonna say, Dave?
Well, I know you've said it many,
many times.
I know you're not a fan of
therapists printing out the
eval or the plan of care to
try to get it signed or whatever.
I know, you know as well,
they're doing this, Stephen's doing this,
but everyone else is doing
this as a reason as to why
I'm stepping into the office today.
Because if I don't have something physical,
like...
Why am I here?
I could have emailed it.
I could have faxed it, like you said.
So is that the reason, Tony,
that therapists use,
like they print it out,
they print out the eval, and they're like,
hey,
I'm here today because I have this
printed eval,
even though it might be a
little more inconvenient for you.
But they're using that as a
reason as to why they're there, right?
Yeah, yeah.
It's just it does add more
work to the people behind the desk.
And so there are better
reasons to go in and say hello.
Yeah, don't do that.
Yeah.
People are asking themselves
three questions.
What do you do?
How does it make my life better?
What do I need to do to get it?
Right?
So like,
are you solving a problem or are
you creating more work?
Do not be the creating more work.
They will remember you for that.
It will not be good.
Now, like he would be the great,
he would be the perfect guy
to go in and offer, you know, the Pilates,
the gyro thing that they do.
Like he offers so many cool things.
beyond the scope of physical
therapy that a receptionist,
a billing manager,
referral manager in the office,
they would maybe take him
up on that offer.
That's what I would go in and be like, hey,
you guys do such a great job.
I can hear his voice in my head right now.
the way he speaks, the inflections.
We just want to thank you
and celebrate you.
Like that's something I
could see him saying and
offer that team something like that.
All he has to do is check
out the couple episodes ago
when I was talking about
the golden ticket and you, you know,
use Vistaprint or whatever.
You print them out.
You get Vistaprint to send you a bunch,
fifty or however many, a hundred,
however many owners or not owners.
It's
practices for different
practices are nearby and uh
that's your reason your
physical reason to stop by
is like hey I'm I have you
know a few of these we're
running out we're this is
popular and you know giving
it to one or two of the
front desk folks at these
offices and you know may or
may not have an expiration
but it says you know a free
pilates a free this a
complimentary treatment or
whatever the thing might be
So what I'd be curious in is
if you send two or three
golden tickets to the doctor to say, hey,
we know how hard your staff works.
They're amazing.
Even if you've never had
interactions with them,
we're giving you these
three golden tickets to
give out to your staff as a
thank you for all the hard
work that they do.
You give it to the doc.
The doc potentially then
gives it out to his staff.
He's the hero.
they get the benefit,
I think that would be an
interesting interaction.
I can see how that would work,
but then also the physician
has to know you like you
and trust you because otherwise,
if they don't know how the
service delivery is for the
therapy practice,
then their reputation would
be on the hook if there's
an issue with the staff
member going to your therapy practice.
So I think it depends on the relationship,
but I love the idea.
Everything depends, right?
I mean, like a while ago there, right?
Wasn't the ultimate give
like you wrote a book
The person I saw execute
this the best in our
profession was Danny Matei.
He did F insurance and
everybody wanted it.
And he was told that's
the... Fuck insurance is
like the worst title for a book ever,
but it weeded out all the people that...
He didn't want,
he didn't want those people who were like,
I'm going to tiptoe around, you know,
in that being a network.
He's like, no,
I'm people who are so fed up
that they're ready to take the jump.
Like,
and then he just like gave you the
book for free.
And the book was the lead
into working with Danny or coming.
It's a lead magnet.
Yeah.
But the thing was,
and everybody was writing books.
The funny part is like the
number of people who wrote
books was a billion.
The number of people who
wanted books was half a billion.
The number of people who
were reading books was ten.
People were just getting ten
pages in and they were like,
let me just hire you.
But that was the point.
That's the point.
You could read the book and
do everything in the book or –
You hire me and I walk you
right through the process,
which is what people actually want.
They want a guide.
They don't want to do it.
Not everybody,
but a lot of people want the guide, not,
not to be the hero.
So go back just a little bit,
go to Dan Kennedy, go to, isn't it?
No BS marketing or something like that.
Like he wrote that book.
Yeah.
Just direct response.
And that, that was his thing.
And then Danny modified it to,
for his program and
somebody will do it in the future.
Yeah.
All right.
Do you want to do some steal
this strategies?
I was laying,
I was laying on my couch this morning,
drinking my coffee.
All right.
So I got a couple coming your way.
Tell me what you think.
a couple of steal the
strategy ideas this morning.
This one builds instant trust.
I feel like both of you are going to,
my prediction is both of
you will like this.
This one builds entrance
trust before a client ever
steps foot in your clinic.
And all you need is your phone.
It's got to be simple.
Here's what I want people to do.
I want each clinician at
your clinic to record a one
minute intro video.
friendly, unscripted.
You can outline it.
Just give them a format, right?
Because sometimes people are like, oh,
video.
I don't know what I'm going to say.
Just give them a format.
I want it to be an
introduction of who you are.
These are people who are
already on your schedule.
The first time,
this is like John Taffer's red napkin.
The first time that Tony is
going to be seeing the
person that's coming in,
part of his email sequence is, hey,
here's an email with your paperwork.
By the way,
this is the person that you're seeing.
And the sequence can be
adjusted based on which
therapist is going to be seeing it.
Update it, I would say,
at least quarterly.
I would play on things that were local,
right?
If it's winter, I want Tony in a parka.
I want you standing.
I'm torn is it in the clinic
or is it somewhere local
that everybody drives by
here I am at target on
eighty one like where you
know I don't know I would
drop it in that email
confirmation list or you
could twist this same idea
reactivation hey I miss you
right you can leave it
generically specific yeah
touch touch touch and base
how are you are you are you
a hundred percent
Yep.
The intro one, if they've never been,
I want it to frame like expectations.
This is our clinic, whatever.
Casual, not clinical.
Say their name.
Like, gosh,
if you had an onsite media person,
could you say once a week,
here's five people you're
going to be seeing?
Make it specific.
That's not scalable.
Dude,
one of my best – I still have the
feeling in my stomach.
When I went on my interview
for the radio station I
went on working for and I walked in,
my name was on a little
board of like the little
stick-on letters.
Welcome, Jimmy McKay.
And I was like – I went to
the front desk and I'm like,
I don't want to brag,
but I'm the guy that's on the sign.
Orange Theory does that.
Do they do that?
Like when you walk in for class?
Not like when you're new.
Oh,
that's so smart because they know like
if you get past probably a
certain number of days,
you're you're sixty percent
more likely to continue
versus there's that tipping point.
All right.
So that's idea number one.
So that's the idea is if you
ever wish patients show up
sort of already feeling connected.
I'm going to just jump in real quick.
We've been talking about this.
I need to,
even if it's the general one
that doesn't mention this
prospective patient by name,
I need the general one from my therapist.
So for us,
it's going to be like walking on
a sidewalk.
And I do think it is a good
consideration to have it
kind of like timely with
the seasons and all that.
So it can't be sending it
out right now in July.
And my therapist is wearing
a parka and it's snowing in the video.
Right.
So that, I think, makes sense,
because otherwise it's
going to be like weird and
seem canned and prerecorded and all that,
although it is.
And so I need to do this.
There's a ton of home
service companies that do this, even
By the way, just an image,
just a headshot of the
technician or the therapist
or whoever's coming.
Here's an image of the person.
I agree.
Video, way more powerful,
especially for a therapist
or someone who's coming into your home.
So you get to kind of see
and hear their tonality, their mannerisms,
their behavior, all of that.
I do.
I agree.
Casual, not clinical.
You know, hey, hey, look forward to,
you know, hi, this is, you know, hi,
this is Porus Mehta.
I'll be your physical
therapist at Concierge Pain Relief.
I heard that you have a
couple of things going on.
I know we connected briefly
over text message and we're
in the process right now of
scheduling a date and time
for your evaluation.
Look forward to working with you.
here's my cell phone number
or email or whatever.
Let's talk more.
And I look forward to helping you out.
If you have any questions, you know,
please send those ahead of
time and we'll discuss.
I got an idea for you, Dave.
It's just, this is an idea on an idea.
I'm taking notes.
What do you got?
There is a culture,
and I don't know if this
was the same way when I was younger,
there is a culture about drinks.
in this country and it
doesn't have to be coffee
it's like anything now cold
drinks like specialty
drinks like this is why
starbucks are you gonna say
can I pick you up anything
can I pick up a coffee or
something on the way to
your place is that what
you're gonna say that feels
concierge to me you know
what I mean like my my
grandmother said never uh
always knock with your
elbows and I was like what
does that mean it's like
always have something in
your hand when you come to
someone's house it's like
for a party yes and it's
like let me just ask you
this because I know you're
both the right age
when norm walked in what did
they start doing they
started norm never ordered
a beer norm walked in they
started pouring a beer so
wouldn't it be weird like
hey listen what's something
you go and get in your
neighborhood like a drink
or something that you like
every time or like a day I
don't know like some
something for less than ten
dollars that you can bring
every time that would make
that person every time when
you show up just oh gosh
here you are again like I
don't know that feels like
Better than a stress ball or
a Yeti with your name –
although a Yeti with your
name on it wouldn't be a
bad thing down the line
after like ten visits.
By the way, you could not tell them that,
but in your brain,
after they've seen me fifteen times,
it's Yeti time, baby.
I like that.
Tony, is it –
Is it too forward?
Based off of you and your preferences,
if you had a home therapist
scheduled to come to your
house to see you for back
pain or whatever, if the therapist says,
hey, I'm going to be coming down,
you know, route whatever in Middletown,
Ohio,
can I grab you a Dunkin' Donuts or
Starbucks or whatever the
nearby local coffee place is,
is that too forward before
ever meeting you in person?
No, I think it's awesome.
I love the idea.
We've talked about it.
Two things that I was thinking.
One is AI is going to be
able to customize these.
No problem.
Like AI will take Dave's face,
put the voice to it,
turn it into a video.
You can make it personalized,
just like email with their name.
You plug in everything in.
Um, my question is, and again, I am,
I love this concept.
I'm a hundred percent for it.
My question is Jerry Durham
tagged me on a LinkedIn
post where somebody had said, you know,
does healthcare need to be the way it is?
I wish we could put the,
the meme in here of Michael
Scott from the office saying to,
I think it's Toby,
why are you the way you are?
Does health care need to be the way it is?
They wanted to say,
can we make a liquid death
kind of experience?
Can we make it different?
Here's the deal.
For Dave, Dave's audience, Dave's business,
Dave's community, yeah,
this is table stakes.
This is what's expected.
For me, I'm not going to lose a patient.
Because I do this or don't do this.
So it's like, what's the incentive?
I'm not getting paid more.
The price fixing of
third-party payer forces me,
if not encourages me,
to do the absolute bare minimum.
You know, like,
we don't need bottled water
when there's a hose out back.
Go get a drink.
Like there is zero incentive
for me to make a better experience.
So yeah, I love it.
I want to do it.
We've done it.
Sarah Health has an option
where you can record a video,
send the link.
It's there and we're comfortable doing it.
I just think from a third
party payer model where
most of the profession is,
it's never going to happen.
There is zero reason to make
the therapy experience better.
It just can't be harmful.
Yeah, I agree.
All right, second idea,
I still have a strategy for you.
I wanna talk about lead generation.
This one I feel like is
definitely gonna be for both of you.
I want the lead,
the type of lead generation
that feels like you're
talking directly to your next patient.
Instead of general, I want it to feel
customizably generic here's
what I would do you see
these successful videos I
get them all the time
because like hey physical
therapists right hey moms
who do pilates right the
first sentence to the first
three second seconds of a
video is terribly important
to call it the hook
I think not enough people
run ads like that.
So my suggestion is,
and this is where I got the idea.
There was some kid who's
like a guitar player,
acoustic guitar guy.
And he was in my area and I
couldn't figure out like his videos were,
they were, they were, they were,
they were, they hooked me.
He's playing at some like
theater down the street in like a week.
I've never heard of this guy.
He must've taken an entire
day to shoot this video.
Because what he did was he said, hey,
I'm John Newman and I'm
playing in Poughkeepsie this weekend.
And he's like strumming his guitar,
standing next to the
Newburgh Beacon Bridge.
And then he's standing next
to the City Hall in Newburgh.
And then he's standing at
the park that everybody
knows with the statue.
He's showing you that he's local.
He's not saying I'm coming
to Poughkeepsie.
He's saying, I live here.
This is where I'm from.
And you had to sort of keep
watching because every
three and a half seconds,
he just wrote one script,
likely recorded it twenty
five times and then just
did a bunch of jump cuts of
him being in a different
location for the next five or six words.
I want people to start
recording ads that call out
neighborhoods or zip codes or landmarks.
Hey, South Tampa moms near Hyde Park,
we're in your area now.
Where are you?
What do you guys do for fun?
I want them to feel hyperlocal.
And you can do this with
thirty zip codes if you wanted to do it,
because then you geofence
the ads that go there and
the nary the twain shall meet.
That doesn't that's how it works.
Like so lean into the fact
that these little devices
know exactly where they are within.
I think like the geofencing
with like some of those
social apps are like within
two or three feet.
Want to know why I know this?
When I was living in New York City,
I'm a cyclist.
I put on the spandex.
I ride the skinny tire bikes.
I'm doing my first ride.
In Central Park, right?
I would do that.
But no, I was riding.
I was then told the real
cyclists in New York City
go across the George
Washington Bridge and
you're right in New Jersey.
So there I am on a fall
crisp morning at six
o'clock in the morning riding.
riding my bike across the
George Washington Bridge on the sidewalk.
I wasn't in what is in traffic,
but I'm around the pillars.
And there's a bunch of
people on city bikes in
cargo shorts and a Led Zeppelin t-shirt.
And I'm like,
why are they up at six thirty
in the morning riding a
bike across the George
Washington Bridge from New
York to New Jersey?
Well, five or six years ago,
gambling wasn't legal in New York City,
but it was in New Jersey.
So these guys were peddling
across on a Saturday morning,
dropping all their college football bets,
and then peddling their
asses back to New York City.
I tell that story because
the ads and those things
that you can hyper-localize.
So why aren't you doing that?
Steal that strategy because you should be.
My only question is,
I don't know that they're not doing it.
You're right.
Like, realtors do it here in my area.
Hey, Middletown residents.
And I don't know that we
would see it because it
would be limited to that geography.
Like,
that ad is only going to people who
live in that area.
But if I was a mobile therapist,
every time I went to a neighborhood,
I would stop.
I'd be in front of the
neighborhood sign like, hey guys,
Tony Maritato here,
licensed physical therapist
coming to your neighborhood.
I am in Four Bridges, Middletown, Ohio,
and we're going to be
working with local
residents to make you whatever.
Yes.
I don't know if it's a barrier, insecurity,
fear of talking.
And if it is,
you get an AI-generated character.
It could be you,
but it could be just a character.
Like Gary Vee has VeeFriends,
and he's creating these things.
There's the Geico Gecko.
You can create something like that.
All you want is the attention, yeah,
and let people know, hey,
this is a service we're providing.
I mean,
think of some of the best marketing
campaigns in the last twenty years.
It was, I mean, the Geico cavemen.
And then they knew that that died,
so they let it go,
knowing that they're going
to bring that back.
I love the cavemen.
I want to do that with AI.
Did you see my old lady in
the curler saying the six weeks?
for therapy yeah so smart
right I mean real men of
genius do you guys remember
real men of genius like
here's the funny part if
you had real men of genius
or the geico cavemen in a
meeting it would never get
made this is why you almost
need to hand sometimes
creative people a pile of
money and be like burn
through it but one of those
things better work and then
you have to allow them to
like do stupid stuff
because like it doesn't make any sense
The third idea I have for
steal this strategy is not
an idea specifically as
more of a concept or a thought process.
Do you remember when Oreo
said that you can still dunk in the dark?
The lights went out one year
at the Super Bowl.
And somebody was logged into
Oreo's Twitter and was
given permission and
authority to just say
whatever they wanted.
So they tweeted out, you can,
if your power's out,
you can still dunk in the dark.
Essentially saying Oreo's
still work in the dark.
And it was a play, it was,
but it had to be timed.
It could not be prepared.
So the steel of the strategy
is how can you react?
This is what we were taught in radio.
It's all radio was, man,
was whatever was happening.
How do I put my color on it?
How do I put my sweat?
Do I love it or hate it?
Right.
Every morning when Stephen
A. Smith wakes up and sees
that somebody was signed or
traded or whatever,
broke their leg or won or lost,
he decides.
Do I love this or hate this?
There's no middle.
You can't be middle in sports, right?
No one's going to watch that.
Well, this guy, that was a pretty good,
I guess it was all right,
but time will tell.
No, that's for press conferences.
If you want to earn attention,
you have to take a stance and react.
Wendy's Twitter is a great example.
Wendy's Twitter would have
never come out of committee,
but somebody had the balls
and put their career on the line to say,
I'm going to roast people.
doesn't make any sense.
Like the Wendy's Twitter is like savage.
Look at the logo.
It's this cute little girl.
Maybe that's why it works
because it's so polarizing
and so different.
So what I would like to
people to do is stop
talking about yourself and start putting,
inserting yourself into situations.
Wi-Fi's out, back pain isn't,
we're still open.
Like something like if you have it,
if there's something
happening in your area or to your people,
how do you play
off of it,
but play more off of the thing
unless I'm making it an ad.
Your goal is to just become part of it.
You don't have to steal it and own it.
That's my third steal this
strategy for today.
I love it.
Dave, are you doing any, I mean,
I've seen you like short videos,
you're on the street,
you're out for a run,
you're doing things.
How often are you doing
stuff where you're actually
out in the neighborhood?
With a patient or for patients?
No, just anything.
Just you out like maybe on
the I know you're not doing
a lot of patient care,
but just out in the neighborhood,
in the community,
wherever you would want to
generate patient referrals.
Are you doing any live
content for patient facing information?
No, no, certainly could.
On my personal Instagram, I'll tag like,
I'll take pictures of like
when we go out to eat and the entree,
if it looks good or the dessert.
And I do the Alex Ramos,
I did Alex Ramos thing,
hashtag never skip dessert.
So I'll do that, but that's personal.
But then it's like a story.
So it's going in like twenty four hours.
So could that be on Instagram?
as a post on Concierge Pain
Relief's account, I guess it could be.
But I'm not doing video of like, hey,
I'm here at this restaurant
and we're ordering this and whatever.
But although I think we go
out to eat more in Brooklyn
than in Manhattan and my
ideal clientele is mostly
Manhattan and someone in Brooklyn.
So in my neighborhood,
I'm not always like the...
full on Dave Kittle, if that makes sense.
I'm a little more like Tony
Meritato sometimes, a little more,
not reserved, but I'm not like,
I'm not here canvassing for
leads because a lot of
folks in this neighborhood or Brooklyn,
they're like, do you take insurance?
Whereas in Manhattan, it's like,
You know, OK.
Yeah, I wonder.
So I've been obsessed with it.
You know, my face.
So I've switched from
watching YouTube shorts.
The YouTube short speed has
been total garbage for me.
Oh, really?
I don't know what they did.
I don't know what's going on.
But like,
I can't even watch because the
recommended videos on my
shorts are just trash.
They're garbage.
They're horrible.
I've gone to Facebook shorts.
Because if I watch a Facebook video,
I can share it with you guys more easily.
And lately,
I've been completely obsessed
with the live feeds or
people walking down like
Kensington Street in Philadelphia, LA,
Skid Row,
like looking at all the homeless
and the drug abuse and the
stuff that's going on there.
And so I'm thinking of this, you know,
there's all these guys that are like, hey,
buddy, can I help you?
What will make your day better?
I'll give you this or I'll
buy that or whatever.
And I'm like,
how can we bring some of that
into what we're doing?
And so for Dave, I'm like, oh, you know,
he's in Manhattan.
And even if even if you
recorded like ten clips in Manhattan,
I'm like,
I wonder what he could do at
different landmarks or different places.
Because I remember I lived I
went to school outside of Philadelphia.
I remember Kensington.
It was nothing like it is right now.
But like as soon as I see
the whatever the train is
that goes overhead now,
like immediately it brings
me back to that time.
And what Jimmy was saying,
I think it's so powerful to
have that visual, the auditory, you know,
all of those things.
So I'm just like,
I wonder if Dave could do that.
I do stuff in my clinic constantly.
So when patients are coming in,
they've seen the inside of
my clinic fifty times already.
Yeah.
I don't know.
Let's brainstorm it and
figure out what we could do.
The last piece of this.
Hang on, Jimmy.
We have people local.
There's a guy.
I think it's called the mullet reviews.
He's got this like old
school mullet and he goes
and does restaurant reviews and
And so even something like that,
like if I was going to
local restaurants and I would just,
if it was quiet enough and
I could just set up my
phone and talk a little bit,
give the local restaurant
some recognition while I'm
feeding it to my audience.
I just,
I think there's so much value in that.
One bite, you know, the rules, right?
Dave Portnoy and Barstool
doing pizza reviews.
Do you know what?
No way.
What?
No way.
This is some fricking, you know,
yokel with a garage and
he's sort of handy with tools,
but somebody sends him
something you can do with a tool and
Like the quick video,
they tag him in it and then he goes,
what?
You can do that?
Like, no way.
And then he goes and tries
it and it doesn't work or it does work.
Like it's this shorter form feedback loop.
Like what's funny with your friends?
I'll tell you this,
the idea I had for APTA and
I pitched it and they never took it,
but we know what ideas are worth,
nothing.
Alex, you asked you,
I wanted to do an ad
campaign that promoted physical therapy.
Here's what I wanted to do.
Go to any city in the United States,
go to fifteen of them.
The town square,
the one where everybody's
walking in fifty different directions,
right?
Getting off the train here
and walking to work.
And I wanted to set up this
with a bunch of cameras and
a bunch of hidden microphones.
This.
Yeah.
Just instead of psychiatric help,
the doctor is in,
I wanted a wooden sign and
I wanted it to be the
physical therapist is in.
And I wanted to just sit
there until someone walked
up and sat down and was like,
My back hurts.
Or like, I don't know what you do.
Sit down.
We're going to find out and
record that impromptu interaction.
Like Dave, I need you.
I need Jimmy.
I need you to move down here.
So like, if you're closer right away,
I know, but like, could you, could you,
let's do this.
Let's do this.
Could you,
I am my buddy drew shoot this in
times square.
Absolutely.
Oh my God.
Times Square.
Yes.
That'd be hilarious.
We need a plywood thing.
I want it handwritten with a
Sharpie or whatever.
And the doctor is in or out.
And then the physical therapist is in.
And I want like almost that
guy with the watches, you know,
the guy with the watches
who just sits there,
he live streams and just
sits there in silence until
someone comes up and says,
love your journey.
And then he gives them a free watch,
but people find him all over the world.
Love your journey.
No, I haven't seen that.
I'll show that to you later.
But this would be – even if
we sat there for three
hours and got two good interactions,
this is why I was successful in radio.
I didn't know the most about music.
I liked music, but I didn't love music.
I waited for people to call
me to request a song that I
wasn't going to play the request anyway.
And then I would turn the
conversation into like,
what are you doing today?
And I would delete
everything about the request.
And I would just get,
I'd get five minutes into a
conversation with someone
who sounded playful.
And then I would just play
that thirty seconds.
The problem is,
I think most people are
waiting for people to come to them.
You have to give them a reason.
I don't know, dude.
Me, you, Drew, undercover in Times Square.
We could do it everywhere.
Let's take the two ideas and
smash them together.
Do it in Times Square.
What's the park with the arch in the city?
The arch.
Washington Square Park.
Columbus Circle.
Let's go to all of these
things and just do The Doctor is In.
And then what's next?
We react.
We set up, we react,
and then we just document
the hell out of it.
We don't script it.
We document the hell out of it.
This will cost us twenty
seven dollars at Home Depot.
Right.
To create the three of us there for a day.
And maybe we get a few crazy people.
Still great content.
Right.
Hey,
an email and mental health providers
have been had.
I think I got a guy for you.
I don't know.
And maybe some some some video releases.
But that's it.
Although I don't even know
if you need a video release
because it's a public place.
Is there an expectation of privacy?
No, definitely not in Times Square.
Definitely not in Times Square, no.
All right, parting shots.
I'm going to say, like,
I love the localized content.
So everybody seeing this
should go out and shoot
just one video somewhere local,
somewhere identifiable,
somewhere that people will
recognize and just be like, hey,
Tony Maritato,
physical therapist here in Mason, Ohio,
downtown.
If you guys are around, love to see you.
Let's let's grab lunch at, you know,
Big Jim's Diner and just
put it out there.
Nobody cares.
Nobody's going to see it.
And if they do,
it's going to resonate with them.
Yeah, if you shoot a turd video,
no one watches it.
No one watched it.
Great.
There's a special channel for that too.
Turd videos.
Dave, what do you got?
TMI.
We'll go back to the networking,
the networking where it's a
targeted event.
It's where everyone can
benefit and bringing those
folks together.
And obviously like whoever...
know hosts it they typically
benefit the most or the
ones that you know sponsor
it and the ones that build
it or the ones that
co-create the next one or
assist with the next one um
there's so much positive
goodwill that I think will
come from that one that I
went to this past week uh
two days ago and uh we will
publicly build, Jimmy and I,
and maybe Tony.
Now, just from this and the last episode,
Jimmy's putting more stuff on my calendar,
it's great.
More work, more initiatives, I love it.
I would say the final thing is, listen,
I mean, we're throwing out ideas, right?
You either have a concierge clinic,
you have a brick and mortar,
it doesn't matter, right?
These are great ideas.
Pat yourself on the back
that you're still listening
right now after sixty-one minutes.
You still have to do some of these things.
You don't have to do all of them.
You don't.
Pick the one you like.
Don't think about the best outcome.
Think about the one that
you're most likely to do
and continue to do and do that.
Because ideas are a dime a dozen.
But execution is actually
where you get the payoff on this.
I don't know, Dave.
I mean, it feels a lot like Times Square.
You sitting behind the
doctor is in is going to be a money ball,
right?
We'll get like the shots, the B-roll,
the perspective shots of
Times Square from the roof.
And then someone just walks
up and starts talking about their foot,
their back, their knee.
Complain to me, whatever.
We'll be back on Tuesday.
I'll be live at the APTA Future of Rehab.
therapy summit future of
rehab therapy fort because
drew contraris a former
army physical therapist put
the event on so he made the
acronym fort I was the
first I was like day uh
drew is that intentional he
goes I'm glad you were the
first person to pick up on
that that is in dc if
you're going I'm also
throwing a happy hour if
you would like to come it's
on the we rented out the
roof of the apta
headquarters it looks like
the avengers building so if
you want to come and take a
look at that overlooks the
potomac that's where you're
that's where you're that's
where your dudes are going
Yeah, so come on up.
We will be there on Thursday,
a week from today.
If you want to come, there is a list.
You can DM me.
You don't need to be coming
to the conference.
So if you're in the
geographic area and you're like,
I'd like to have a drink on the roof,
DM me though.
I could probably slide a few people in.
We'll be back on Tuesday and
we'll follow up when we're
going to build our
little... The PT Breakfast Club.
I'm Ode,
where morning coffee meets
movement science.