ladies and gentlemen good thursday morning
to you uh welcome back to pt breakfast
breakfast club that's dave kittel on the
phone is tony maritato i'm jimmy mckay uh
this show is the only live show where
three physical therapists walk into a live
stream and leave with more hot takes than
a dry needling seminar in phoenix in july
that's our opening for today dave how are
you doing man i am feeling great all
as well how are you guys you were
um you're running still outdoors
Sometimes I go jogging.
Soft J, jogging.
I have a like a forty degree rule.
Below forty degrees, I jog indoors.
That means you're probably not a real,
you're not a Rocky fan.
Are you a fan of the Rocky trilogy?
The saga?
Everybody's a fan,
but I also don't like to get punched
in the face.
You know what I mean?
I'm cool with it.
I like running.
I love running.
I love running outside when it's snowy,
when it's icy because nobody else is out
there.
I hate running when my neighbors are out.
Really?
All right.
Well, I mean, I could see that.
Tony's got a little bit of that
competitive nature that I have,
which is like if it's thirty,
thirty five degrees outside and you're out
there running, it's like, yeah,
like I'm out here and you're not.
Yeah.
I do that, but on a Peloton tread.
But I got no problem running at noon
in July in South Carolina.
Like, make it hot.
Like, see, I'm like,
I think you can complain about one
temperature extreme.
And I complain about cold.
But I like hot.
That's my thing.
That's just me.
We're going to start it off with the
sponsor.
Is that okay if we start it off
with the sponsor?
We got to pay the bills, guys.
Let's do it.
Dave's already like, what is this?
Do you want to thank our new sponsor?
Brand new.
Just came on.
They called me yesterday.
Thank you to TheraFluff.
TheraFluff is your emotional support foam
roller.
The first foam roller that whispers
encouragement while you cry through your
IT band.
It doesn't fix your pain.
It validates trauma.
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TheraFluff.
How great is that image right there, Dave?
I don't know if Tony can see it,
but it's a good image.
It's a really good image.
Is this from ChachiBT or Gemini or what?
Yeah, it's from ChachiBT.
It even has a shadow behind the physical
product.
I mean,
it looks like it was a real photo
shoot.
Yeah.
We'll be giving these away.
This will be our big Christmas and
Hanukkah giveaway, which is TheraFluff,
trademark patent pending.
Is nobody going to reference Fluffer?
Was it being a fluffer or like...
Isn't that a...
I don't know what you're talking about,
Tony.
Keep going.
Explain what this is.
Is that a boomer term?
I'm unaware of what that is.
What is this?
I'm not going to go down that road,
but I'm sure there are some older guys
on this stream that know what I'm talking
about.
Why does it have to be just guys?
Why is it gender specific?
Why couldn't it be females?
Why are we doing that?
This is also true.
We've done this before,
but I wanted to bring this back again.
If you have something to say and you're
listening to the live stream right now,
I'll put the phone number on the screen
if you want.
You can call in.
I set my mixing board back up so
we can go live with a phone call.
I want to start off with a topic
today.
We didn't really coordinate this morning
because I've got a little bit of an
issue with Facebook Messenger,
but I think I tagged you guys in
this.
Did you see this?
This was on LinkedIn.
I do not know this person.
This is Matthew Fain.
He posted yesterday.
He goes, here it goes.
Bought an outpatient physical therapy
practice back in May, twenty twenty five.
He's been working at it for more than
ten years.
Love it.
From that time till now,
I've been immersed in PT coaching,
PT podcasts, business books,
and pretty much anything and everything
about running a PT business in this era.
And the change starts tomorrow.
Tomorrow being today.
That was yesterday.
So today is the change.
So I reached out because he tagged me
in it.
And then I think I tagged you guys
in it because he says he listens to
the show.
I'd love to do a special live stream
with him.
And what I'd love to do,
and I wanted to kick this idea to
you guys.
This is my initial idea.
I'd love to interview Matthew today.
ask him like ten the same ten questions
then call him at month three six nine
twelve and same questions and i want to
see we of course want to see uh
similarities and differences what do you
think matthew's going what do you think is
going through matthew's brain right now
day one i mean you've been there for
ten years but it's different everything's
got to be different now is my assumption
well so he bought the clinic in may
of this year may of twenty twenty five
today's when he like takes over
Oh, okay.
That's what I was going to ask for
clarity.
Okay.
Yeah, that's my assumption.
Again, I haven't talked to him about it,
but that's how I read it.
Anyway, he bought it in May,
and now it's like the official transition.
But he's been there for a decade.
But everything's different now, right?
Because now anything breaks.
You don't just go, hey, boss,
the toilet's backed up.
You've got to handle it.
Now you're the chief bottle washer.
bottle washer yeah you're right uh tony
you went you went from scratch right you
did you right you just started your own
thing from zero i did i've always just
kind of started from scratch but i will
say and dave knows this you know justin
stiver bought one of my physical therapy
clinics down in sarasota florida um he had
been working for me when he was an
aid a tech then he became a dpt
he continued to work for me then he
bought bought that
clinic location.
Every time I hear, real quick,
every time I hear somebody buys a clinic,
I get a little twinge of pain because
I know how challenging that is because
you're trying to turn something around in
most cases,
like trying to turn the Titanic around
before it hits the iceberg.
I hope it works well.
I mean, Justin blew up my business.
He did amazing.
He took my business,
what used to be my business,
to levels I would have never dreamed
possible.
So you can see this go well.
I've also seen it go badly.
Yeah.
So this is why I sort of wanted
to bring it up.
Both of you guys run practices.
If you're looking at this guy and you're
like, hey, man,
if I knew then what I know now,
knowing this, what his situation is,
and we don't know anything, I think,
besides outpatient physical therapy,
that could mean a lot of things.
Is there any generically non-generic
advice you would give for Matthew as he's
day zero, even though he's ten years in?
He's day zero.
Any advice you'd give?
Dave?
Well, ten years in,
meaning he's ten years in as a licensed
physical therapist?
He's worked at that practice for ten
years, but now he's the boss.
Got it.
I mean, just as a side,
so if the transaction closed in May of
twenty twenty five,
I don't understand why today or tomorrow
is now the start of him taking over.
I don't know.
I just maybe get some clarity around that.
I'm not sure.
Maybe it was like some earning thing.
I don't know.
I don't know how it was structured.
Maybe that's part of it.
But yeah,
and it sounds like he's doing all the
right things in terms of getting help,
getting business coaching,
listening to podcasts like this, all that.
I hope it wasn't phrases like,
now he's starting to go into that stuff.
Because hopefully it sounds,
he's been doing all that stuff.
yeah he this was this was a snapshot
it was a very much longer post from
that from that time till now okay so
so from may or maybe maybe recently or
before may he's been uh focusing on all
this type of stuff um i mean if
i were if i were him i don't
know what the staff and the space and
all that looks like um i would be
completely focused on getting out of
patient care and hiring other team members
that's usually not the case and it's
usually like the big ego and
power trip of physical therapists as
mostly common across healthcare and many
other businesses.
Um, so I think, I think,
I think Tony would probably bring up.
And if, and if he wasn't going to,
then I will, which is like,
are you buying a job or are you
buying a business?
That's, I mean,
that's going to depend on like what type
of team is there and what's his
intentions.
And for me, uh,
I've said to you guys before,
I was like basically out of patient care.
I have like two clients that I'm treating
right now and I'm like literally telling
people no.
So yeah,
is he buying a business or is he
buying a job?
Is he going to be working and treating
patients for thirty,
forty hours a week plus all the admin
stuff and cleaning and marketing and
everything?
Or is he focused on buying an asset
and growing the asset and growing a team?
So those are the types of things.
If he were here,
that's what I would ask him.
What Dave is saying sounds very simple,
and it's not.
And it can change the gigantic trajectory
of what every day is like and what
a year is like and what the rest
of your business ownership is like.
I think similar to the comment you shared.
Yeah, this is Colleen.
I'll read it real quick,
and then Tony can chime in.
Colleen says it sounds like he's changing
the business model.
That was further down his post.
By closing the clinic to train his
employees on evolving new types of
business,
he closed for a day to train on
cash and wellness.
So he's flipping the script here,
sounds like.
love it i think that's what needs to
happen like you're buying the bare bones
you're buying the name you know chevy that
you're gonna restore and rebuild it's
gonna cost you way more to do that
most likely than it would have to just
start from scratch but he's been there
he's been there ten years he's seen all
the warts he's looked behind the curtain
he understands all the problems right um
And, you know,
I am retiring my zero to paid course
this month.
This month is the last month.
Didn't know that.
The rest of my life is going to
be taught the way it's been taught.
Why?
Yeah.
Why?
What?
This is a this is.
We'll get into it another time when I
have a better connection.
But I tell the I tell the people
that are in that course, my guys,
you can't run a business that was
successful in nineteen eighty two in two
thousand twenty five going into two
thousand twenty six.
We need a new business model.
It needs to be different.
We have to approach this in a new
way.
And that's what it sounds like he's doing.
It's exciting.
Yeah, that's pretty cool.
I wanted to mention, oh yeah,
so thoughts on my...
I was going to say I have a
segue for that, but go ahead.
I reached out to this guy.
I want to talk to him.
Tony's got his McDonald's.
It's a breakfast club.
I would love to interview him at day
zero, month three, six, nine, twelve.
Same ten questions and see if the answers
change.
What was your segue?
Let's segue out, Dave.
Good luck, Matthew.
Yes, good luck, Matthew.
So one of the things I sent to
you guys that I was seeing recently,
and we've talked about the third place
before.
Starbucks has kind of been the U.S.,
Third place.
You have the first place as your home,
your apartment, wherever you live, sleep,
all that.
Second place is typically your job,
wherever you're employed.
That's your second place.
And third place for decades has been
Starbucks.
Now, of course, for some people,
maybe it's Dunkin' Donuts or whatever the
alternative is.
And some people that don't drink coffee
make the library or the YMCA or whatever
it is.
Am I lagging?
Yeah, a little bit.
Yeah, you're lagging on for me.
I'll just interject.
The original third place was the bar,
like the pub, the public house.
But keep going.
I agree.
So now the trend in health and wellness
is... This is the best part of it.
Honestly,
if you want people to listen to your
live stream longer,
get to the good part and then freeze.
Dave's having some connections, right?
You can hear him lagging.
Yeah.
It's funny.
And you saw my face change it for
a second.
I was working on third place ideas.
I was trying to think like Tony Maritato
and Dave Kittle.
I was playing with this idea last night,
and that's the segment I have prepared.
So Dave looks like he's resetting,
but Tony was about to say something.
What do you got?
I think where he was going,
and you guys are saying third place,
I'm gonna say third space.
I think that's the way it's said,
third space.
You know, he's right.
I think you're gonna go in the same
direction.
Our physical therapy clinics can be that
third space.
When people come to my clinic,
they're not coming for the exercise
they're coming for me to listen to them
to hear them to be heard to interact
and socialize and engage and you know not
be judged and all of those things this
is their community i have the space yes
all right dave you you got cut off
but smartly you got cut off right at
the good part so everybody's like
cliffhanger um so you were go you got
cut off right when you were saying you
know essentially setting up like
Traditionally, the third space,
first place being home, second being work,
third being like, I mean,
Starbucks sort of invented it.
Am I saying it right?
Is it place or space?
Place, right?
Place, space.
Who cares?
It's not third base.
Dave,
Dave gets cut off again while Dave is
reloading the live stream.
This is how we pivot on live radio.
I do want to say thank you to
another sponsor,
which has just come on board.
Thank you to the HIPAA compliant gossip
chair.
Today's episode sponsored by the HIPAA
compliant gossip chair.
Finally,
a waiting room seat with a built in
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Patients can still overhear,
but legally you're in the clear.
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compliant gossip chair dot com.
It's going to be a big one.
affiliate codes for Tony there.
So chat GPT is doing the images.
Yeah.
Is it also coming up with like the
saying and everything?
Yes.
All of it.
I, I, so what, so here's,
here's the show prep.
I go on and I go,
so I have a GPT max headroom and
he knows that what PT breakfast club is.
That's all the GPT does.
I got an image on him.
And then I say, hey, live show today.
Need some live sponsors.
I think the co-hosts loved the live
sponsors last time.
Let's do something.
We've already done, you know,
Hydroculator Cologne and whatever,
whatever.
What's another thing that we could do?
And then it does the tags.
I ask it to give me ten.
I usually weed out seven of them,
which is fine.
That's a three hundred, as Dave knows.
They put you in the whole thing.
So that's where I get the live tags.
And then I just say,
give me generate images for one,
four and seven.
Go.
Not right.
All right, Dave,
we got a good connection now.
We did.
And he's out.
Let's go back to our sponsor, TheraFluff.
All right, we can hear you, Dave.
Maybe.
Dave, there's a number on the screen.
I mean, he could legitimately just call,
and I could pipe him through the phone.
It sounds great audio,
but it's better than nothing.
All right, so I'll segue,
and then Dave can bring it home.
Dave, if you come back on,
I'll bring it back on the screen.
And he's gone.
Okay, so I...
I had a little segment going on for
a while called Steal the Strategy,
and I prepped it for this.
So I was doing just this last night,
and we didn't even know this.
So I wanted to think,
how do you get people in your PT
clinic not for PT?
I literally had that prompt,
and I had a roundabout discussion,
discussion, discussion.
And then...
It was sort of leading me.
The discussion was sort of leading me.
Well, who are you designing this for?
Because it could be fifteen different
things.
Is it for an active thirty four year
old?
It's Pilates.
A female.
It's Pilates.
I don't like female only, but, you know,
or is it this or is it that?
And I decided, what do parents,
I'm tipping my hand,
spend a lot of money on?
Tony,
what do you spend a lot of money
on?
The children.
Kids sports.
Bingo.
So I said, how would you do this?
And I had pitched this idea before,
but now I want to pitch it with
clarity.
And I want to hear if someone's already
doing this because I don't think I've came
up with this idea.
And I think you know what idea I'm
going with is.
I still think the idea of gamification,
of turning your clinic into the local NFL
combine for whatever sport your kid plays.
So here's my pitch.
If you have...
Four high schools in your, I don't know,
twenty, thirty mile radius.
And they each have how many sports teams?
I don't know.
Eight.
Right.
Five per season.
Ten.
I don't know.
Here's the idea.
Strategy.
You could absolutely steal.
Don't ask permission.
Just take it.
Athletes love being ranked.
We love it.
We're humans.
We're big, dumb animals, right?
They love being measured.
We love seeing their name on a
leaderboard.
So here's what you do to take advantage
of this in a great way.
Take every high school in a twenty mile
radius and you reach out their basketball
team, volleyball team, tennis team,
swimmers.
I don't care.
You should already have a relationship,
hopefully with their athletic
trainer, right?
Have a relationship.
That's dozens of teams right there.
And you say, hey, listen,
I got a thing for you and your
coaches.
You let me know.
It's a free combine.
I'm going to design it for each one
of your sports.
If it's the wrestling team,
one of the events in the combines probably
not going to be like a vertical leap.
I'm not a wrestling expert,
but I don't think they have to jump,
right?
Call me out on it.
Power.
All right, whatever.
But I want a thing that are sports
specific.
But maybe that's the answer.
Maybe you have the coaches design it.
What are the ten most important things you
need to see your athletes be able to
do that they can't do right now?
Why did you finish in third place?
You create something,
this combine that's free, measured,
ranked.
This is certified ego rocket fuel.
You don't need to explain to athletes why
doing better and being ranked is
important.
This is in their brains, right?
You run that.
Now you set up your stations.
Your team is coming on Thursday at five
o'clock.
It's two hours.
You got cool jams that the kids listening
to on the Spotify, right?
You got some snacks, you got Gatorade,
whatever.
You run them through stations.
The six tests designed for their sport.
Now it feels personalized for the sport
and the coach.
Coach is still in charge, right?
You're Yoda.
The athletes are the hero, right?
You invited them.
Now you rank them and you capture the
data, right?
And I think that you're looking for things
now, once you run the same sport,
the same team,
all the swim teams in the area through,
you can do top scores by team,
top scores by athlete,
top scores by top scores by school.
Oh, now it's an inside the school thing.
Our volleyball,
the girls volleyball team kicked the boys
wrestling team's ass.
Sorry.
Sorry, boys.
Maybe next year.
How about most improved?
Now that that's over time.
We'll get to that.
How about now, of course, Tony says,
Jimmy,
why aren't you recording all these things?
Of course you are.
You bring in your media team and you're
recording the crap out of this.
Because what do you love more than being
shown how awesome,
how long your kid can jump on the
standing broad jump?
So you have the freak of the week
highlight reel.
Look at this kid.
He's fourteen.
He jumps thirty seven feet.
That's probably a lot.
But anything that makes teenagers go, yo,
I can I can beat that.
Step right up.
Come on over.
We have open gym on on Friday nights.
Right.
Kids are drinking less.
That's awesome.
Where should they go?
Your PT clinic.
Now.
Now, of course,
once you have the baseline score,
they've got to come back because I'm
fifteen and I can do better.
But now you give the plan to the
coach or even better.
You say, listen,
there's a chance my kid goes D one.
He needs an edge.
And I go, it ain't supplements, my man.
You know what it is?
Heavy stuff, heavy stuff here.
You come on in and now you open
doors.
I've got the combine to D one package.
And that's what you do.
That's your expertise.
I'm just giving you a little razzle
dazzle.
Humans are wired for this.
Peloton knows this.
CrossFit knows this.
Apple knows this.
Orange Theory knows this.
Garmin knows more about you than your prom
date ever did.
Numbers create obsession.
And now you own the scoreboard.
Put it on your damn website.
Don't put the kids' names up there.
Just give them numbers, right?
De-identify it.
But give, I know,
you know who that is.
Which one are you?
Like when the teacher in college used to
put the grades up by your student number
and you're like, no, no, no, no, no,
no, no.
Ah, B minus.
Ah, man, I don't know that.
So you just recreated, just to recap,
recurring revenue, built-in marketing,
constant content,
and an army of athletes walking around
saying, yeah,
I go to the Resolve Physical Therapy
Clinic.
They run the combine.
They run the Orange County,
New York athletic combine.
Have you been to the combine yet?
Have you combined?
Right?
Make it a verb.
I want you to hopefully steal this from
me.
All right, it's a good idea, bad idea.
Where'd Dave go?
Dave just blacked out on us again.
All right, whatever.
All right,
I was going to see what Dave had
to say because I think there's more in
his world, but I'm going to take that.
I'm going to one up it.
Oh, I love it.
You're not in this world yet.
So you don't necessarily know this stuff.
But like Game Changer is an app that
everybody uses across multiple sports.
When my kids are playing seventh grade
football, there is there's a huddle.
There's Game Changer.
No huddle.
They have video that tracks all of the
games and you put in stats.
So like when my older kids are playing
baseball.
you can pull up the stats and you
can see what their ERA is,
if they're pitching,
what their batting average is,
all of this kind of stuff.
You can see like a spray chart of
where the ball was hit on these different
things.
My vision has always been,
I've been in that world just enough.
I did clinical rotations at IMG Academy.
I've been around sport.
There's no money left in sport.
And the kids that are good,
they're so overscheduled.
They're so overbooked.
It's so hard to get them out of
wherever they are.
I would take a step back and I
would say, yeah, I love the idea.
I think the idea is amazing,
but I think those kids are ready.
Their schedule's too full.
What if we go to the kid and
I call them gap kids,
kids that are in the gap.
They're not on the spectrum per se.
They don't have an IEP per se, but
They don't have the coordination.
They don't have the movement patterns.
They're not playing organized sports.
But they're just normal kids.
I was that kid.
I didn't play any sports in high school.
I was more in art and music and
theater.
So I think those are the kids that
need something like this.
And they're not overscheduled.
One of my boys is in theater and
music.
You look around...
Those kids aren't getting like this kind
of thing.
Let's make a combine for the normal kid,
not the athletic kid,
not the successful kid.
I think there's huge money in that.
And I think you can really have an
impact.
Last thing.
And then I want to hear what Dave
says.
I originally thought I was gonna go sport
route, sport physical therapy,
do all that stuff.
I got there, I heeded it,
professional athletes don't need me.
I realized I could change a geriatrics
life, keep them in the house longer,
make a real impact on somebody who's just
a normal grandma.
It's the same thing when we talk about
kids.
I'm not gonna do much for the star
athlete in high school
But I can make a huge impact for
the kid who's just a little bit awkward
and hasn't grown into his body yet.
That's where I would focus.
Yeah.
I don't think there's a wrong way to
do it, right?
I mean, I don't disagree with you.
I mean,
I think everything jumps the shark,
which is why jump the shark is a
term.
Kids, jump the shark.
Got to Google it.
People are saying jump the shark.
They have no idea what even happy days
is.
You said Max Hedrum.
There is no way anybody knows who Max
Hedrum is.
That'd be awesome.
All I'm doing...
I've been doing a lot of work in
the last two weeks since going out of
my own and opening my whatever.
And now I'm listening to a lot of
owners.
And I use this term doors.
And I'm like,
if I land on your website,
do I understand what door I'm supposed to
walk through?
You ever see the videos that...
They'll do like hidden video at like a
retail store like Dick's Sporting Goods or
a mall or a supermarket.
Do you know which direction they want you
to walk when you walk into any store?
Do you know which direction it is?
I'm going to say in and to the
right just because that's the way I always
go.
Yep.
We are not the supermarkets retail for
something like yours.
And people just follow it without an
arrow,
without being told in and to the right,
in and to the right.
So what I'm getting at is can you
have a digital version of that?
Is there a digital way that you can
do that?
And if I land on your website and
in, I don't know, Tony,
I was going to say ten seconds,
but I think the answer is probably three,
closer to three seconds.
If I don't know, what do you do?
How does it make my life better?
What do I need to do to get
it?
Or where do I go for me?
Okay, this is about you,
but where do I go for it?
Yeah, okay, yeah, I think I belong here,
but where?
If that's not clear,
then I probably leave or I have to
burn too many calories.
And I think there's a lot of drop
off.
You might have great content or paid ads
or SEO.
And if it gets there,
that could be the leak in your business.
What I'm getting at is this feels like
a door.
Now, saying that and doing it simple,
not easy,
because how do you communicate this vast?
The thing that Tony just said,
how do you create a combine or a
space for someone who's not an athlete but
wants to do something athletic or needs to
do something?
So it's simple, not easy.
That's why I love being a consultant.
You figure that out.
I just gave you that.
I showed you your problem.
Now pay me right now.
But that's what you work on.
And when you nail that down.
In my experience,
the way to nail that down is like
how you sand wood.
It's a hard, hairy, scary problem.
And then you keep removing what doesn't
need to be there until the only thing
that's there is the five words that
explains it beautifully.
That's why I bitch or I rave about
having a name for something.
It becomes real.
It's how we talk about it internally.
And now you can communicate it to someone
else.
I just – I love the combine idea.
I would –
Another kind of spin on the combine idea
for somebody who is in that world,
the athletic world, we know PTs, you know,
PTs, they you go into their clinic,
they have the turf,
they have the squat racks, like,
it looks like a CrossFit gym or something
in that world.
I can't believe.
There hasn't been somebody who's taken the
high school and middle school demographic
and started to track metrics like you
would from a combine,
started to generate data that said, hey,
what's the predictability of this person
getting through college as a college
athlete?
D one, D two, whatever.
If we see things in middle school and
high school that become predictive,
Why wouldn't we have that available now?
Coaches, recruiters, you know,
all of these people coming in,
they're going to be the ones that want
to pay for that information.
I thought it was really interesting.
So within my wife's side of the family.
They're all amazing athletes.
They're all collegiate athletes at some
level.
Now,
a lot of them are coaching high school
sports.
And here in Ohio,
Division one high school sports is like
professional.
I mean, it's insane.
And the coaches at that level all say
the same thing.
They're like, you know,
the kid who is the star on the
team in seventh and eighth grade,
fifth and fourth grade.
They're not the kid that's the star of
the team in high school.
And I would imagine there's similarities
with the kid who's not the star,
Michael Jordan,
in high school becoming the star in
college and into professional.
I just think that we have a unique
perspective to identify problems before
they happen.
If we put those numbers into spreadsheets
and we can start making predictive
algorithms, especially now with AI,
huge value in that.
And I don't know if you see it,
I'm seeing, what's it called?
NIL?
Going into high school sports.
Now there are high school kids with
Instagram accounts that are making money
because of their athletics.
Zero shock.
In fact, when you said that,
I was expecting you to say middle school
because there was a couple of...
Before the internet,
there were a couple of sensation kids who
were freak athletes.
I remember there was one who was in
middle school and got five college offers.
It's just wild.
Right.
Cause it's, but at what point,
and this is a different show,
like not for us,
like at what point are we just like,
get off the playground, dude.
Like there's, there's, you know,
I'm usually the anti-rule guy,
but I'm like, there's a line.
Let's not go past this.
They're children.
Remember that?
Like, but yeah, I mean,
but if you want to look at your
stuff,
I made a funny in that segment of
steal the strategy,
like your Garmin or your Apple watch knows
more about you than your prom date ever
did.
There's a lot of information in there.
And I think twenty years from now,
we're going to be laughing like you didn't
use any of it.
We handed you this and you acted like
it was, you know,
a toy you could have been doing, blah,
blah, blah, blah, blah, blah.
And that's the awesome part of progress.
I think you're right.
But yeah,
if you could predict some things.
Did you ever read Grit or do you
know the.
Yeah.
So Angela Duckworth, great podcast,
by the way, called No Stupid Questions.
She's a organizational psychologist,
I think.
I don't know.
She's just as smart.
And she tried to predict, like,
how do we know who's going to be
great at West Point?
How do we know who's going to be?
How do we know which high school kid
out of ten thousand at this sport is
going to be great?
And she boiled it down to no physical
metrics.
Right.
Because West Point is academically and
physically difficult and emotionally like
this is sort of a combine over four
years.
And then she found this formula called
grit.
And it was all the rage for like
a hot minute.
And grit,
let me see if I can do this
live without screwing it up.
Talent times effort equals skill.
Skill times effort equals output or
achievement or whatever, like the thing.
And so talent's what you're born with.
You're either born talented or you're not.
And then skill is something you can learn.
But the magical part of that thing,
as she highlights, is effort is...
I'm not a math guy,
but effort in that equation is squared
because it's in there twice.
So you can double down.
My example for that is LeBron was probably
very talented as a...
out of the womb like he's just a
talented person if he didn't work and gain
skills i don't know maybe he wouldn't even
made the nba even with a lot of
talent so that's what you're looking for
is you're measuring the talent but you're
also doing it over time so you can
see the skill progression and then you're
saying if you do that enough you can
see oh look at that it wasn't the
guy who was the star athlete in eighth
tenth eleventh grade it was the kid who
was the sleeper it was the jimmy mckay
it was the kid who barely got playing
time and now now that's not how it
works
Now,
I will say there are freaks of nature.
LeBron.
LeBron's from this area.
I had patients that were connected to his
family.
They would go watch him play basketball in
high school, and it wasn't even a game.
Kyle Schwarber,
there's some consideration that he might
come back to Cincinnati.
He's from this area.
He's another one.
Some of these guys are just amazing
throughout.
That's a chart.
But that's the tiniest fraction of one
percent.
The rest of us, yeah, skill, effort,
effort, effort.
The thing that I always struggle with is
when somebody, you know, effort,
words like effort, they're subjective,
I think.
Words like hard, this is hard,
hard to do, that's subjective.
Like, what does that even mean?
What's hard for me today or what used
to be hard for me twenty years ago
is not hard for me today, you know?
And so I do like the objective measures
if we can find them.
Well,
maybe hard means what I learned in PT
school.
Thank you, Dr. Skye Donovan,
for teaching me ex-phys.
And again, I was a second career PT.
When she explained how you improve your
one rep max,
you don't need to lift a hundred percent
of your one rep max.
In fact,
if you lift sixty to eighty percent.
Unknown caller.
Oh, we got a caller.
Oh, it's spam risk.
Sorry.
If you lift sixty to eighty percent of
your one rep max,
your one rep max increases.
Right.
So but it always increases because then
sixty percent of a larger number.
So that's what hard is.
The goalpost should always because, again,
running outdoors is very hard and not fun
for Jimmy.
So I don't do it,
but I'll run real hard inside twice as
long, twice, you know, whatever.
So, yeah, I guess choose your heart.
Now, see,
and that's what I'm doing from a running
perspective.
I want to build back up to a
ten mile run.
I'm running one mile.
maybe to walk twenty seconds,
run another mile or two,
walk twenty seconds.
I choose my total distance for the day,
but then I break it up with short
walks in between.
And the walk,
it's not that I really need the walk
because of my heart or my lungs or
my muscles.
It's the brain.
I need the walk just to give me
a break from the discomfort of the
continuous run.
Yeah.
But like you said,
it still always increases so that my total
volume is going up on a day to
day, week to week basis.
Let's shift gears.
You formulate a thought.
I will thank very much our newest sponsor,
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See, I asked for a Monty Python.
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And they gave me the image.
I love it.
Send me some of those.
I'll put it into my Google Gemini.
Oh, yeah.
We'll use VO three to turn them into
some videos.
Oh, yeah.
All right.
Now we've got.
Oh,
you're saying now we've got video
sponsors.
Yeah, I like it.
Perfect.
All right.
What are we talking about now?
Dave might be calling in,
but he's having some Internet issues here
in spirit.
His mugshot.
No, we can take it anywhere.
You know, while you're thinking,
Joseph Lowe, again,
shared some interesting product
information.
He is selling products on Amazon.
He's not a physical therapist.
If you guys don't know him,
Pure PT is the name of the company.
I just got a message from Joseph Lowe,
in fact.
But I shared my Facebook business page,
three videos in the last probably three
weeks.
They were using products that we buy and
sell in the clinic.
The videos have like thirty thousand
views, forty five thousand views,
one hundred and one thousand views for
people that are like,
I don't know what to post.
And it's, you know, Thursday morning.
I'm out of ideas.
You all use products,
whatever products you have.
It's not a plug for anything specific.
Like Jimmy's headphones, that's a product.
Doing a video talking about that,
or in my case,
using a product with a patient,
you grab that little clip,
you post it on Facebook.
If the algorithm needs the content,
it will pick it up and just send
it off to hundreds of thousands of views.
Have you been on LinkedIn or you're not
really on LinkedIn lately?
I kind of gave up.
I'm taking a break.
I'm taking a hiatus.
The reason I ask is I tagged you
on a few things and usually you pop
in.
I tried this thing two days ago.
I had a half a glass of wine
and it's like eleven o'clock at night.
You know me.
I'm just pinging.
I got two screens and I'm doing whatever.
I drummed up this idea.
I literally was like,
The prompt was,
if MedBridge hired Jimmy McKay tomorrow,
what are the first three things I would
do?
And then I went to their website.
But I couldn't go deep.
My rule was I could only hang out
on their website for thirty seconds and go
to their Instagram for thirty seconds and
go to their YouTube for thirty seconds and
be like, all right, where are the holes?
Even if they're there, if they're deep,
they don't exist.
And I posted this.
And of course,
I tagged MedBridge in it because I'm like,
let's poke the bear.
Not the same that they're a bear.
And do you think it went well?
Of course, I wouldn't be talking about it.
Dude, this thing sort of blew up.
We got four thousand impressions.
People started chiming in and the premise
was simple.
What I just mentioned,
I took all the information.
I sort of put my spin on it,
gave it to AI and said,
now help me explain this to MedBridge.
So I essentially said,
here are the first three things I do
if MedBridge hired me tomorrow.
Now, of course,
you see the behind the scenes thing that
I'm doing.
I'm doing this for MedBridge.
Even if MedBridge is like, all right,
cool guy, I don't know.
Thanks for talking about our business
online.
Other people are watching.
It's voyeuristic in nature.
That's how this works.
So I said,
MedBridge is already crushing it.
Polished content, trusted brand,
solid product.
They're basically the Netflix of CEOs.
But if they brought me in to shake
up the snow globe,
here's what I would do.
I would launch,
you're familiar with Tom's Shoes,
of course.
I said, give one, get one.
For every person who buys a year-long
subscription in the US,
you give one away to someone in a
low-resource country.
Now, you're Tom's Shoes.
And it feels, I call it,
we used to call it the warm and
fuzzy.
It costs you, I mean,
it costs you maybe not nothing,
but it costs you very little.
The juice is, in my opinion,
from an outsider,
I don't know your numbers,
probably worth the squeeze.
But I also want to like Matt Damon
it,
And water.org,
which is a lot of people don't have
access in low resource countries,
not because they just don't have the
money.
They don't for MedBridge access.
They also don't have Internet access or
devices.
So it's like you start a micro fund,
the thing that funds.
Now people want to give when you check
out at MedBridge.
I didn't put this in there,
but now I'm thinking about it.
When you check out at MedBridge,
would you like to round up?
Would you like to round up a dollar?
And it goes to putting internet access or
refurbished tablets and sending them
around the world,
training them because just giving them
access doesn't do anything, training them.
I also tagged another large organization,
which used to be WCPT,
World Confederation of Physical Therapy,
essentially the United Nations of the
APTAs of the world, APTA, Mexico, PTA,
whatever they are.
I was like,
team up with them because they already
know how to do this better.
So don't try to do this.
Do this with them,
but get the warm and fuzzies out of
it.
Now you are the most meaningful brand in
rehab education.
You become the company that lifts up the
entire planet's clinicians.
And then I had a couple more.
This one might excite Tony.
I said,
create the MedBridge Creator Collective.
They have a billion instructors across,
not just PT, but...
Because right now,
if Tony gets plucked from the internet and
you're going to teach a course,
from what I saw anyway,
you teach the course,
it goes on the Netflix of CEUs,
but you sort of disappear.
But what if Tony got his own microclips?
What if he got his sizzle reel and
a trailer?
What if you got co-branded reels?
Because when MedBridge shares it and makes
Tony a collaborator on Instagram,
now Tony's like, yeah,
I'm going to accept that.
You're going to make my channel grow.
The rising tide lifts all ships.
Why don't we do live external Q&A
sessions?
Give a little way externally to make
people want to come into the Netflix of
CEUs.
So Tony sees where I'm going here.
I'm sure I, of course, missed a few.
I also said this,
affiliate codes with real revenue share.
MedBridge a long time ago did the
affiliate code.
So when people would be like in a
Facebook group, who's got good LNCUs?
Twelve people would rush to be like,
they're great members and here's my
members.com slash Jimmy McKay.
And I never do that because the juice
was so not worth the squeeze and I
don't want to race to the bottom.
I think that was a great idea that
was innovative ten years ago.
That's not innovative now and people don't
do that.
So anyway, that was my second idea.
And then I said, MedBridge Labs,
do a public R&D playground for clinical
innovation.
Now you become the place where modern
rehab ideas are built,
tested and improved.
So this was just three ideas,
three simple ideas.
Again,
members might be reading this going,
who's good as you know how business works?
You're right,
because I don't work for you yet.
But I did that.
Oh, and I should share what happened now.
This is what I was hoping was going
to happen,
but I thought it might take a week.
It took an hour.
So you see the interactions,
eighty one interactions, thirty comments,
right?
Which for the record,
eighty five thousand impressions on a
post.
That's huge.
Oh, that's my month.
That's my channel.
This thing got four thousand impressions.
Eighty five thousand impressions I have,
but it's getting there.
But look who look who commented.
Look who look who comment, Andrew.
I don't know.
We were not connected before this.
Andrew is the chief content officer at
Medbridge.
He said, love the innovation,
which chat minute later I get a DM
and I am excited to have this phone
call like that was great.
And then look,
I got people I know kind of.
Like, tagging other people and going,
Jimmy's wonderful.
I don't know.
I mean, I kind of know Khloe,
but not really.
And I got people jumping in being like,
hey, man,
John Mitchell had a comment somewhere.
He was like, give Jimmy the megaphone.
Yeah,
give Jimmy the megaphone and stand back.
I'm like, I...
kind of know john i'm like i love
it though and then i'll show one more
comment and then tony can give me his
feedback oh craig craig from the prehab
guys goes let's hear your best prehab
ideas next that's what that's what i was
hoping it would do do me roast me
next wendy's right that's what wendy's did
but look at joe brentz who i remember
i met in pt school tags taylor sterling
i don't know who taylor sterling is who
do you think taylor sterling is tony i
have no idea
Chief Marketing Officer at MedBridge.
And now I reach out and we're going
to connect.
Beautiful.
Look, this isn't rocket surgery, people.
I'm not saying anything's going to happen
from this.
Although I'd love to see where...
I'd love to be like,
where is this going to go?
Cool.
I don't know.
Maybe we do some ideas, right?
Uh...
This is what happens when I have left
home alone.
My PlayStation was updating,
so I couldn't play the video games,
and I had a half a glass of
wine and an internet connection.
But this shows you the power.
I'm just an idiot with a laptop, right?
And I was able to sort of do
this.
I'm not saying I changed the world or
reinvented something.
It's magical, though, isn't it?
So I had somebody, I won't mention names,
ask me about you this morning.
And I said, you know,
your superpower is putting on a big event.
I said, you are the extrovert.
Like the quintessential extrovert,
you get energy from engaging,
from talking,
from meeting new people and connecting
with existing relationships.
Total opposite of me.
I don't have any of that stuff,
but that's OK.
Yeah, we're a good team.
And I said, you know, you're a connector.
You bring people together.
You know how to communicate.
I said the biggest challenge.
And I don't know if you would agree
with this, but.
I said,
the biggest challenge for you has been you
have these connections,
you get into an organization,
but the people running the organization
aren't necessarily ready for the ideas.
And I get it.
back to, again, turning the Titanic.
When we were at five locations,
we had a team of twenty-plus clinicians
and staff and all that stuff.
For me to make a change was way
too much effort.
You know, when I look at MedBridge,
I think they have phenomenal content.
I love that it's the Netflix of CEUs.
But when I look at it,
I don't know that there's change in
innovation.
I try to think in my head,
I'm like,
what's been different, what's been new.
I don't see them doing anything other than
just continuing what's a proven to be
effective model.
The challenge is they're, I'm guessing,
three hundred and fifty a year.
I can get something comparable for ninety
nine a year.
And I just I don't need it.
You know,
I don't see exclusivity on their platform.
Like it's not like they have the we
just watched the Wednesday, you know,
that Netflix has.
Netflix has Wednesday.
Netflix has Stranger Things like.
There's nothing on the MedBridge platform
that I need that I can't get to
unless I buy their membership.
So you're saying like, hey,
I could get a course from this really
great person that I follow and I know
is a good teacher,
but I could also go get her stuff
somewhere else, you mean?
Or something comparable.
Something like it, yeah.
Yeah.
I mean, a lot of people, they pluck.
I'm thinking of someone without saying her
name is –
On the Mount Rushmore of current PTs in
the neurospace.
She knows who she is.
She's a New Yorker.
She knows.
I don't want to say her name.
But yes, she's right because she's like,
of course I'm going to do MedBridge
because from what I understand,
they pay you well,
they do a great job,
and they highlight you.
But she's like,
I also have to do my stuff myself.
So these people do them.
And you absolutely should.
This is diversification.
This is building your personal brand.
I think MedBridge knows that.
But how do they make...
how do they make an environment where
you're,
you want to triple down on what they're
doing too.
Cause doing a couple of courses for,
I don't know what they pay, but I've,
I've heard well,
like well enough to make it,
the juice is worth a squeeze.
Like you're not kind of,
you're getting people motivated.
Like, yes, I'm going to give you my,
that's the rule, right?
Pay them enough to,
The money is off the table.
Now they're like, all right,
now what's this process?
And I've heard the process is like a
movie.
They fly you in and it's like we
lay it out.
Your job is be you.
We'll do all the other stuff, right?
Planning, lighting, camera,
you're thinking of none of that.
Which is a lot of the stuff that
you've talked about for business owners.
You know, look,
we'll bring in the camera guy.
We'll lead the conversation.
We'll make sure everything looks good.
We'll do the lighting.
We'll handle it all.
And we'll do six months of content in
a day.
It's a proven concept and it's a hundred
percent great job.
It's an affordable offer.
We used to pay a thousand dollars per
CEU period.
So a thousand dollars every two years
toward our therapists getting their CEUs.
Now that's kind of gone.
That's demonetized.
Like I can buy a hundred dollar,
ninety nine dollar a year unlimited
access.
I buy it today,
which I haven't done any of my CEOs
for this reporting period.
I get my membership today.
I've got it unlimited.
I can get my twenty four tomorrow and
then in February I can get another twenty
four for the next two years.
Forty eight hours done.
And, you know,
I don't even have to think about it
for ninety nine bucks like there is.
So so this is where this sounds like
it's a tangent conversation,
but I don't think it is.
This is what I try to hold up
a mirror to APTA.
academies and state chapters.
And I said this before publicly, I'm like,
you're not going to out med bridge med
bridge.
You're not going to med bridge physical
therapy.com.
But what they'll say is I'm like,
ask your members why they join.
And they're like, everybody says the CEUs.
And I go, really though, because they,
Dollars to donuts, like,
for CEU dollar and convenience,
it ain't there.
And I've even said, like,
we went through the math.
Like, what is... Like,
some guy pushed back.
He's like,
I find this post-offensive as an LMS...
a coordinator or whatever.
And I'm like, all right,
well that's on you.
But it wasn't offensive.
Cause I said, what's an LMS cost?
How much does it cost a chapter or
an Academy to create one course?
What are you selling it for?
And what do you,
what do you actual sales?
Like what do you charge for it?
And what you're actually selling are two
different things.
And I go,
are you even in the black?
Are you good at this?
Is this the business you want to be
in?
I was talking to an organization
yesterday,
and I came up with a crazy tangent.
And then all of a sudden,
halfway down that rabbit hole,
I looked at them, and I was like,
oh, never mind.
This isn't what you're good at.
And she was like, yeah.
And I was like,
but I had to get the idea out
before I went all full circle.
Essentially,
I was trying to convince this organization
to be the matchmaker of two audiences that
they knew.
And I was like, ah,
you could do that,
but the juicing worth is squeezed on that.
I was like, great, but
I, you know me,
I need to be a verbal processor.
I need to get the idea out,
then look at it and be like,
it's a turd, throw it out.
I can't look at it before it comes
out.
I got to hatch the egg and then
figure out it's a turd.
Which also, so anyway,
I was trying to out show sections and
academies that that's not the business.
That's not your main business.
In fact,
if you wanted to play off my post,
why wouldn't sections and academies just
partner with MedBridge?
Right.
That's exactly where I thought you were
going to go.
Have the infrastructure.
They have everything.
They can do the revenue share.
Just take that off your plate,
local or state chapters.
Connect with them.
What are you good at?
Making Marvel movie CEUs that people love
to watch are refined.
They're masterclasses.
What are you good at?
Getting physical therapists together and
delivering warm and fuzzies.
Then why are you trying to do what
they do?
You're not going to outdo them, right?
So I never know if that idea is
good until I actually birth the idea and
actually hatch the idea,
which leads us to our next sponsor,
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You thought fake ads wouldn't be funny.
What is going to be real, dude?
Someone's going to take one of these and
be like, hang on a second.
That's eighty five percent of a good idea.
Let's twist it.
The only thing I can imagine with why
that doesn't happen,
and I'm going to look at Shark Tank
as the example.
They always say in Shark Tank, like,
why would I give up the revenue?
Why would I give up fifty percent
ownership, whatever?
Well, because forty percent ownership of,
you know,
a ten million dollar business is better
than a hundred percent ownership of a
forty thousand dollar.
Yeah, you're probably right.
But but you need that person and that's
where you come in.
So who's who?
Who's getting the crappier end of the deal
there?
The Chapters and Academies or MedBridge?
I think with the way it is right
now, not using MedBridge,
the Chapter is losing.
They're getting the short end of the stick
because they're not getting the reach and
the penetration.
Oh, yeah, yeah, yeah, yeah.
No, no.
In partnering...
In partnering, who wins more?
I think they both win,
but who wins more?
I think they both win,
and I actually think the APTA chapters and
academies win more.
I think MedBridge is like, we don't
Great, but we don't need you.
I think if they looked at it as
a long play, Medbridge would be like,
this math, maths.
Listen, APTA academies and chapters,
they are five on C threes.
I'm going to teach you a little Google.
Google your state association and the
number nine, nine, zero.
It's a nine ninety form.
They have to file it.
You can look at what they're making and
spending.
Right.
I'm not pulling back the curtain.
That's a Google.
But some of them are itemized.
If you look and you can see what
they make on a CEU and you're like,
they must be making all this money.
Not all of them.
Because you can do things and you can
do them poorly and you can do them
well.
And some of them,
some states are very savvy and some states
are not.
All states are not created equal because
they have different people who've been in
leadership positions for a different
amount of times and they've been able to
steer the ship this way.
I still don't think even the best ones
are in the CEU business.
I've said this before.
I think you're a media company.
I think you're a content company,
but you haven't embraced that yet.
Of course, it's my lens.
I think I'm right.
Red Bull is not an energy drink company.
I was in a fight with a guy
on YouTube about this.
He was just a troll,
but I was trolling back because, hey, man,
engagement is engagement.
He's like, that's not correct.
And I'm like, walk me through that.
But Red Bull sponsors,
have you ever seen the...
I want to go to one.
Have you ever seen a Flutog?
I've heard of that.
What is it?
Red Bull Flutog is they go to some
city with a harbor and they set up
a big, huge, like,
thirty-foot-tall platform and then the
goal is you make a human-powered or
gravity-wind-powered thing,
like a hang glider,
and whoever can go the longest wins.
And then Red Bull also smartly goes,
but you gotta make it funny.
So you gotta dress up like chickens.
Or aliens.
Or...
Your grandma.
And so there's this... Because Red Bull,
I believe, is like a...
It's a Scandinavian.
It's got the Scandinavian, like,
Dutch vibe.
If you've ever hung out with Dutch
people...
like whatever's in the water there I want
some they're just like who are you you're
our friend now let's go and they're just
I don't know that's what Red Bull looks
like or they sponsor the X Games or
they sponsor I don't know what it is
but they do like a soapbox derby this
ridiculous soapbox derby same same vibe
make a ridiculous soapbox and you got to
get over these obstacles they're not an
energy drink company you watch so much
And the whole thing is a commercial
because Red Bull gives you wings, right?
So by the time you see it on
the shelf at your convenience store,
you're like, Red Bull,
that's the Cadillac.
Do you actually know why Red Bull gives
you wings and not wings?
Why?
Somebody sued them because they were like,
I bought Red Bull and I did not
get wings.
And they were like, okay.
So they paid the guy, of course,
they had to.
But then they spun it and they're like,
well, we're going to make it.
Hey, lawyer,
what do we need to do to make
it so ridiculous?
So it's obvious that we're not actually
giving a human being wings.
And they're like, say wings.
So that's why they do it.
But now it's embedded in your brain.
So whatever that cost,
it landed a jingle that actually probably
boosted their sales.
Red Bull's not an energy drink company.
They're a media company.
APTA sections and academies are not
membership companies.
They're media companies with an actual
heartbeat, right?
Membership is not a what, it's a how.
Netflix isn't a membership company.
Membership is my boredom solution for
twelve or fourteen dollars a month.
MedBridge is your CEU solution.
You understand it's the Cadillac of,
so you triple down.
A partnership there, a bridge,
I don't know.
So now again,
and we can wrap the MedBridge part of
this and close the show.
But again,
you're saying these things which trigger
these ideas.
I'm like,
you want to be the person that's at
the APTA event going around, you know,
interviewing and talking and having the
booth set up.
It's my dream job.
Why are they not doing that?
Why do they not?
APTA or MedBridge?
MedBridge.
Thank you.
They have a booth and they're interviewing
and they're sharing and they're doing
live.
They have launched podcasts with some of
their instructors.
They've done that.
Are they doing a Jimmy level thing?
No.
And that's just me patting myself on the
back.
Believe me, I'm giving myself props there.
I look at them and it's the same
thing from that line from the movie
Swingers.
I'm like,
you're trying to kill this bunny and you
got these claws and you can't figure out
how to kill the bunny.
But why aren't you live stream?
I went to AOMT three weeks ago in
Reno, their annual conference.
I recorded twenty six podcast episodes for
them in two days.
I gave them six months worth of content
in two days.
Really it's four days.
Cause I had to fly there, record, record,
fly home.
And then we had to edit.
So it's two days worth of onsite, right?
I lit, we had, and I,
this was maybe Tony will be like, Oh,
Jimmy's figuring it out.
Now we had the post mortem with the
leadership at AOM.
Everybody's like, that was great.
That was great.
I was like, it was great.
And then I just get real quiet and
I go, hang on.
I have an idea.
I'm like, what?
I'm like, why are we waiting a week?
What do you mean?
Well,
I'm standing there in the hallway doing
the thing.
We got lights.
We got a backdrop.
We got a desk with your logo.
Why aren't we creating FOMO?
Why aren't we live streaming this?
If you can give me a good reason
why we aren't live streaming this,
I'll stop asking.
And the room of smart people went quiet.
So I don't know if we're going to
do it.
But I've also been saying this about PPS
for two years.
Again, in three years, this will happen.
And everybody will forgot that we called
it four years ago.
But why aren't you live streaming?
Why aren't you also...
And we can get more back into this.
Why aren't you live selling?
If you're PPS...
Why couldn't you be live selling
membership at a discounted rate?
Or add-ons.
Don't discount.
Or add-ons.
Take the whatever course we have right
now.
You know what, Jimmy?
Here, take ten.
Take ten at seventy percent off.
If you buy before the live stream over,
it's this.
We've only got ten.
Oh, look at that.
Bing!
One went up.
Only nine left.
Why aren't you doing that?
Why?
I'll tell you exactly why.
Because it's hard and because no one has
responsibility for doing that.
If I said to PPS or anybody or
APTA, whatever, or MedBridge,
who's responsible for doing that?
If that doesn't get done in six months,
who gets in trouble?
And the answer is nobody.
Because if you look at MedBridge's booth
at CSM, it's great.
It's a corporate booth.
It looks great.
It does not look boring.
It's great.
Could it be better?
The reason I'm good at this,
by the way,
someone gave me a compliment on my
LinkedIn post because not only did I do
MedBridge, I did ATI, APTA, Prehab Guys.
Now people are like, all right, Jimmy,
roast me.
You're not roasting them, for the record.
You're not roasting them.
Even the ATI one I was nervous about
doing,
and I started by taking the bullets out
of the gun.
I go, all right,
ATI's taking some shots in the last six
months.
Let's get it out of the way.
But then everything,
the thing I said about ATI was, guys,
you might want to dunk on ATI,
but they're the canary in the coal mine.
If they tank,
what do you think the rest of us?
I'm not saying it's a direct canary,
but if they start not doing well,
that's a sign.
Also, I will say this.
Point at one ATI clinician you don't like.
People love to dunk on a red logo.
I want you to show me one ATI
clinician you know.
Well, you know, I like the people.
Well, people are an organization.
It's a collection of people.
So show me one person you don't like.
I don't like.
All right.
Well, yeah, when you say like,
I don't like APTA.
Well, it's just a bunch of members.
I'm APTA.
You're APTA.
Which one don't you like?
Well, I don't like, you know.
Right.
That's right.
Right.
You needed something.
All right.
We're at, we're at time.
Uh, parting shots, parting shots.
So I,
I don't know if I'm still on the
video, but I'm looking at my phone.
I got a message from McDonald's.
You guys saw, I had McDonald's breakfast.
The message says lowercase.
I, I got stars for you.
And then five stars.
Get me back though.
T H O.
No capitalization throughout this whole
thing.
It's like a kid's text message.
I love it.
How would you, the letter U, rate your,
you are,
recent MCDS experience from one to five?
So McDonald's is giving me the customer
five stars and asking me to give them
back five stars.
Is that a text message?
Yeah, it's a text message.
This is brilliant.
I never do Google reviews or ask for
Google reviews.
I'm going to try this with some of
our clients.
I'm going to say, hey,
you're a five-star patient.
I would love for you to click this
link and give us a review on Google.
What do you think that costs them, Tony,
to send a text message?
Millions of dollars.
They could have put a billboard up.
Or they could have sent an email,
but they did a text message because you
know you're going to open it.
The open rates are infinitely higher.
And they wrote it like a friend would
write it.
And even if two percent of the people
follow through on giving them a review.
And wait, how do they have your number?
Did you order through the app?
Is that why I'm trying to figure out
where to start?
Yeah, yeah, yeah.
Through the app.
If you don't find that directly applicable
to your clinic,
if you can't figure that out.
You're not doing the math with us.
That's my parting shot.
Before we leave,
I do want to say thank you to
our last sponsor of the day, CPTGPT,
the world's first AI-trained,
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That is CPTGPT.
Check them out at CPTGPT.com.
Parting shot today would be
Put stuff out there, poke the bear,
and you'd be dumbfounded what comes in.
And if you do it long enough,
people are like, how are you everywhere?
I'm like, I come up with ten ideas,
and then I schedule them to come out
over the next ten days.
I'm not sitting there online all the time.
I am probably a lot,
but not all the time.
But put stuff out there,
and this doesn't have to be huge things.
McDonald's is texting you.
They gave...
reciprocity that gave you five stars and
you are now feel obligated to do it.
Uh, Tony will be back on Tuesday.
Dave Kittle will be here,
not only in mind and body,
but also in spirit.
Uh, Tony, we'll see you on Tuesday.
Let's talk more about live selling and
make sure I don't forget.
Cause I feel like that is the beginning
of the wave and you have some experience
doing that.
All right, Tony, we'll talk soon.