Broadcasting way too early from three
separate Wi-Fi connections.
It's PT Breakfast Club with Tony Meritato,
Dave Kittle, and Jimmy McKay.
Good morning.
I reshuffled the deck.
Now our pictures line up with our names
below.
Gentlemen, good morning.
How's everybody doing today?
Doing great.
Dave,
how are you guys doing with the snow?
Great.
Got, I don't know, Jimmy,
you probably got a little bit more.
We got about twenty four inches,
got two feet of snow from Sunday into
Monday.
But it's been I don't know,
yesterday was like thirty six degrees,
which felt warm compared to the recent,
you know,
fifteen degrees the past couple of weeks.
So it's already starting to melt.
And so all I'm I'm just praying for
this to melt.
Let's get these baseball fields cleared
out.
You got to play some baseball this spring.
That's the main focus.
You're ready to go.
Actually, no,
I think the city and I think the
coast got more snow than like where I
am, which is like straight upstate.
I won't call it upstate because I know
that offends a lot of people.
Where does upstate actually begin in New
York?
But I think you guys got some more
snow.
But when when when the mayor started
hiring people to shovel,
like did that make getting around the city
easier?
I think, yeah,
because the last snowstorm was less.
This was about a month or so ago.
I don't know,
the last like four to six weeks.
And a lot of the curb cutouts were
brutal.
Like if you have, I don't know,
balance issues,
like it's impossible to even get us with
a stroller.
It's impossible to get a stroller through
these curb cutouts.
So there was more snow from Sunday into
Monday of this week.
Right.
But yesterday on Wednesday and Tuesday-
Sidewalks were better groomed than the
previous snowstorm, which was less snow.
So go figure.
So it seems like it might have worked.
I don't know.
All right.
Well,
before we get before we get to into
the show,
make sure we pay some bills here.
Dave, you asked for it.
So now you get it.
Yes.
Serial flavored sponsors.
Today's new sponsor, Documentation Flakes,
fortified with eight essential
abbreviations.
It's brought to you by Documentation
Flakes,
the only breakfast cereal clinically
proven to increase your use of patient
tolerated well.
Now with extra soap notes in every box,
just pour, chart,
and enjoy that crunchy taste of defensible
billing.
Documentation Flakes,
part of this balanced EMR.
Documentation Flakes.
I thought there was another fake cereal
called Charties.
Like you're charting.
And Wheaties, you're charting.
Your notes are chart.
Chartos.
Yeah.
I like, I don't know.
I like charties.
We'll get to that.
Uh, Tony, how are you, how are you,
you're talking about using a podcast to
create patients?
Like we've talked about using a podcast
before to build relationships with
referral sources,
with places to refer to other colleagues
in your geographic area or your niche,
but you're saying a podcast for patient
funnel, like walk me through that.
Yeah.
So yesterday was a weird day.
I was talking to Damon Whitfield.
He is part of your group.
You know, I've known Damon for years.
We've never met in person,
but we've talked, I don't know,
fifty times.
And he was saying bouncing ideas around.
He's kind of breaking down his business
model on where is most his main revenue
comes from.
And he's talking about the podcast.
And I was like,
he wanted to do some fitness stuff for
busy dads.
And
I kind of felt like that card had
been played in the past.
It's not as appealing of a niche anymore.
But then he mentioned that he was in
your podcast cohort.
And I was like, well, wait a minute.
What if there's an opportunity here?
So we went a couple of directions.
I said,
nobody really cares about general fitness,
even golf performance and sport
performance is kind of overdone.
But I was like,
What about all the people moving to TRT
and GLP ones?
I'm like,
we've got all of these professionals that
are losing forty pounds.
And you would say instead of losing forty
pounds of muscle and keeping twenty pounds
of fat for a net loss of twenty
on the scale, let's keep the muscle.
Let's create a program specifically for
people who hate exercise,
who don't have time to work out.
They're going to do the drugs,
but they want to protect the muscle.
And so we're talking about this as a
program, as an idea.
And I was like, well, wait a minute.
If you're doing these podcasts anyway,
why don't we make the podcast the twenty
minute discovery call?
Make the podcast the sales call so that
you're interviewing that man.
You're getting into all of these personal
kind of deep insecurities that you're
going to talk about anyway.
Other people listening want to hear about
it.
And then at the end, it's, hey,
you know,
we've got this program because I talked to
so many guys just like you who are
frustrated,
who are dealing with these things.
You've done all the right stuff.
It's not giving you the results.
And here's the program.
If you're interested,
the podcast interview is the opportunity
to build the relationship and the rapport.
And worst case scenario is it goes
nowhere,
but you get a great piece of content.
Right.
Best case scenario.
So so we talked about this.
We ran through this idea.
I want to hear you.
You guys talk about it.
And I swear that night.
Jeremy Sutton messages me and he's like,
Hey, I don't know if I told you,
but, and I don't remember the percentage,
a pretty large percentage of the people
that I interviewed on my podcast became
clients.
And I was like, wait a minute.
Did you talk to Damon?
Like did some, some, what triggered this?
Because there's no,
I haven't talked to Jeremy Sutton in a
month.
And then he comes out with this,
this private message on the same day.
I was like, Holy crap.
Anyway,
both of them are moving in that direction.
What are you guys thinking about something
like this?
Go ahead, Dave.
You got an idea.
Yeah.
So I was just talking to Sturdy McKee
last week.
And so this might be another segment or
another episode,
but he actually just made using AI because
he's not a coder.
He's a business coach,
an ex-private practice owner,
physical therapist, just like us.
Yeah.
Yeah, a hundred percent.
And so he created this,
as a side note, he created a,
it's like a mini CRM piece of software
for tracking your relationships.
So it's really about,
so if you go to,
if you guys want to Sixer,
I think it's Sixer HQ,
Sixer as in like the Seventy Sixers.
So S-I-X-E-R HQ.com.
I think that's the website.
Yeah.
So the headline on the website is
yourrelationships.com.
drove your growth how are you managing
them there was another headline that they
had last week and it was basically like
you get relation you you have
relationships and referrals
And it's not the algorithm and it's not
technology or whatever.
So it's basically like tracking your
relationships.
The reason why I'm bringing this up is
because I pitched, I said to Sturdy,
I was like, well,
I'm pretty good with the videos and the
interviewing and all that.
Instead of cold messaging and trying to
cold contact new potential referral
sources and physicians,
which is kind of the topic of what
Tony is talking about with using this for
podcasts.
So I had this idea and I said
this already.
I was like, but also like,
is it delaying the main thing that I
would need to be doing,
which is actually like the direct asking
of the physicians.
Although it's like, I have no leverage.
It's a cold outreach, right?
So the podcast warms someone up.
That's the whole point of it.
Yes, it can work.
Obviously Jeremy Sutton is doing it and
has done it.
So there's pros and cons to it.
And it might work better with some folks
and some referral sources and some
physicians and
and others maybe not,
but it's certainly possible.
I initially thought that it would be great
for me to do with nearby physician
referrals.
However, if you break it down,
it is a little bit more of a
roundabout way of trying to get more new
patients as opposed to the direct...
offering whatever complimentary visits or
asking like, hey,
do you refer patients to physical therapy
and all that?
So I would love to hear Tony's or
even Jimmy's rebuttal on that because
there's pros and cons of it.
But if we're looking to try to get
more new patients and referrals,
You could be going into the doctor's
offices.
You could be meeting the front desk folks.
You could find out who's the person that's
actually giving them the list of physical
therapy places nearby.
So it's a little bit more of a,
it's a longer play.
And sometimes that might be good.
Sometimes that might be slower.
Those are some of the things to think
about.
Real quick, Jimmy,
the only thing that I would say, Dave,
maybe a little different than what you're
thinking is I,
I'm saying you're interviewing the target
that you want to be the client.
We have talked on this show multiple times
about interviewing the physician and kind
of getting together with them and getting
referrals from them.
I'm more talking about you are the ideal
client.
I'm going to interview you.
I'm going to get your story one because
it resonates with other ideal clients.
And two,
because I want you to be my client.
I want you to put the money in
my pocket.
Let's go through this like hyper tactical,
right?
So right now,
we're recording the audio of these phone
calls right now as game tape.
We're also using the AI app that we
talked about before for therapists to
record.
This is the patient sign off on it.
It's on their intake.
to record the audio of their evaluation
and all their follow visits as game tape
to review.
Hey, how can we get better?
What's the AI gives us?
What's this patient's personality profile,
their, their disc profile,
how to communicate with them.
It's incredible.
Are you talking about Tony?
Are you talking about recording just the
audio phone call only for the podcast?
Are you talking about recording a zoom
call or like,
what are some tactical ways to navigate
this?
Let's hear what Jimmy says.
I would always do video and audio
combined.
I would always make it a Zoom call.
So let me go to questions first.
One, how are you finding these people?
And then two, what's sort of the premise?
Why are they doing this?
Is this, hey, I have a podcast.
I like the idea so far.
Well, there's no reason not to like it.
How are you finding them?
And then what's the show look like?
How is it pitched to them?
I would look at it as your your
boots on the ground.
You're going through the Internet.
You're looking at I would look at local
business owners in my community,
find out where the men are,
find out what they're doing, who they are.
And then Russell Brunson shared the idea
of the Dream One Hundred,
like create a list of one hundred.
local men who are business owners in the
demographic maybe they have kids maybe
they're in their fifties and older you
know whatever your criteria and then I
would start an outreach campaign where I'm
like hey I've got this local podcast we
highlight local business owners we also
talked about the business connection again
the BNI kind of program where hey we've
got a chiropractor we've got a dentist
we've got a mechanic we've got a painter
we've got a
But that's what I would do.
I would look just through my Google yellow
pages and start an outreach campaign like
that.
Got it.
Understood.
So this is wait.
So because if you're if the first angle
was find people who are on GLP ones
and make them ideal,
there's no way to really know that from
like sort of scanning the interwebs.
So from that perspective,
that goes to what Dave was saying,
which we did talk about, like,
who are the local docs who are pushing
GLP-I?
Let's get them on the show.
Who are the TRT, you know,
business owners that are pushing the
hormones?
Let's get them on the show and kind
of approach it from those two angles.
So, yes,
still trying to get referrals from those
guys,
but then also trying to get direct to
the potential client.
Yeah.
To me, I mean,
this is also sort of serendipitous.
I got a message from someone I've known
for ten years and she runs marketing for
a series of seven clinics.
I forget why she even reached out,
but I was like, hey, like, she's like,
hey, you're like everywhere.
You're doing videos and this and this and
images and like,
where do you go to learn this?
And I was like, well,
why don't we sit down and you tell
me your problem and I'll show you three
ways I would solve it.
Never saying that those are the best ways
to solve it.
And I'll record it and it'll be a
lesson that we'll do it for free.
And then if someone watches it for forty
five minutes and they come away with one
nugget like I didn't know that app existed
or I didn't know you could do that.
Or, yeah, that would be a better way,
a better workflow.
It's thinking out loud,
which is what we claim to be really
good at.
Right.
Well,
once I just need the person in front
of me,
you give me ten people that are my
ideal person.
I'm going to walk away with a relationship
out of seven.
And then I'm like,
what would Alex Ramosi say?
Well,
then make a thousand phone calls because
for every for every ten you get,
you close seven.
Then stop being humble and start amping up
that number of inputs.
And this is the internet.
This is this.
This is the limiting factor.
The stupid line that I stole from someone
was the distance between you and your
ideal.
Anything is the thickness of the glass on
your smartphone.
What are you doing?
Why are you on this side of the
glass?
Start tapping on it.
So a podcast, I mean,
so it's funny that you talked about Damon.
Drew is also, Drew Cruz,
who we've talked about on the show,
listens a lot.
He's in the class too.
And the first like four weeks,
this is very anti-Jimmy McKay.
The first four weeks of the eight-week
course, it should be six weeks,
by the way.
I sort of like,
I stretched it out too much,
not on purpose.
But anyway,
the first three or four weeks were very
theoretical.
Like we did not start talking about
talking.
We started talking about thinking.
for reasons like this.
I'm not here to talk you into or
out of a podcast.
You paid me for a course.
I want you to think about it as
a communication,
a conversation amplification engine.
I can show you buttons to make sound
effects.
I can show you which three hundred dollar
microphone to buy.
That's not going to solve your problem.
How do we get you,
Drew or Damon or Dave or Tony
through this little camera and onto
screens to get people in front of you.
It's the vehicle, not the destination.
A little fun feedback for you.
And I hope I'm saying this correctly.
Damon had said that you had said,
which we've all have said,
your first ten or a hundred podcasts are
going to be terrible.
Just get them out of the way.
What ended up happening,
and I've experienced this when I talk to
employees,
I've experienced this when I talk to
patients,
you say something with an idea in your
head of how you expect it to be
conveyed,
but it turns into something totally
different.
Damon was like, well,
I don't want to interview these people
because my first ten are going to suck.
And it ended up like paralyzing him
looking for, you know,
people that you didn't care about to
interview.
Right, right, right.
So I was like, no, no, no, no.
And I told him, I said, you, you,
he had done the Rob Vining telehealth
challenge where he did like a hundred
telehealth visits.
He's done videos.
He's done stuff.
I'm like, I know what Jimmy was.
I know what Jimmy was implying.
It doesn't apply to you.
Just get those people on and start talking
to him.
Ditch that for my repertoire.
Yeah, what I meant to say,
or that is what I said,
what I meant to convey was it's never
going to be, you're in your own head.
You, trust me, I mean,
I'm teaching a course now and I'm just
like yammering on for forty seven minutes
going.
i'm trying to read facial expressions
going this is going awful this is going
terrible i'm just up up here like like
a fire hose but then the feedback from
them and i've said tell me if this
is bad i will pivot no like no
this is great like i keep forgetting
they're there to sit there and learn where
i'm more of a conversation guy right so
there's the feedback listen
This is the same idea of a workshop,
right?
This is why we, for a while there,
that was the cool thing to do.
Do these workshops for nineteen dollars
just to get people in the door.
Because we say once you have a little
bit of the Kool-Aid, you're like, oh,
this is a cool environment.
This is this person is good.
The stakes are lower.
This doesn't feel as intimidating.
I can now.
We're all kindergartners on the first day
of kindergarten, right?
Which is why they bring you in a
few days before school and kindergarten.
Like, look, this is your chair.
This is your cubby.
You're lowering the stakes.
You can do that with these stupid cameras
and phones.
You can do that.
That's the point.
Dave, how old is Dave Jr.?
Oh, man.
In about thirty days,
he's going to be two years old.
Oh, man.
He started the terrible two stuff.
Oh, yeah.
The tantrums and some meltdowns.
We're in it.
We're in it right now.
Yes.
Jimmy, you had some other topics.
What else we got?
Yeah, we had.
I wanted to go to this one because
they all feel like they're sort of playing
with each other.
This was a mailbag.
You had picked this up,
and I actually know Amy McMillan.
Yeah.
She's a hustler.
So this is from the Uncaged Clinician
Facebook group.
This is from our new section,
our new segment, not called Mailbag.
You didn't ask,
but we're going to answer anyway.
So you didn't ask.
We're putting it into our mailbag.
We're putting it in our mailbag and we're
just going to read it.
So the post Amy had yesterday was she
said she got her first patient referral
from AI self-pay signed up for a twelve
package of wellness,
mobility and stretching sessions.
Is anyone else seeing this?
and ranking in AI searches.
Not this is the best,
not sure how I accomplished this.
So like she did whatever she did,
she did it the right way.
Now she's trying to figure out how do
I do more of the right things to
get this result.
So Dave, you've you've talked about this,
you've experienced being the answer when
someone asked AI,
did you ever figure out like more of
what you could be doing?
No, I mean,
I think it just already helps if you
have some,
and some is so vague in general,
but some digital footprint already, right?
So you have a Facebook page,
an Instagram page, you have a website,
you have your Yelp listing,
your Google My Business listing.
Whatever else, you know,
digital directories, whatever,
like whatever your current digital
footprint is already.
I think a lot of these, you know,
ChachiBT, Gemini, Grok, whatever,
are going to be pulling from the existing
digital footprint of just everyone out
there.
I don't know how it would sort,
you know,
hers versus another competitor or my
practice versus another competitor.
Although I'm sure that the...
Keywords or phrases that are used in the
prompt by that prospective patient
probably factor into it pretty heavily.
I don't know.
Right.
I mean, someone, please, I'm begging,
correct me if I'm wrong,
because I think I'm on first base in
terms of AI.
But large language models are based on
lots and lots of language being dumped
into it so we can learn.
So it dumps things from the interwebs.
So if there's a lot of you,
if there's a lot of stamps around the
interwebs, similar to how SEO worked...
And there are better ways to do it
and worse ways to do it.
She was the answer because I'm guessing
this person asked a question based on
problem.
And geography, right?
Like they wouldn't, Amy,
I believe is in Pennsylvania, maybe?
She's in Northern Ohio.
Northern Ohio, okay.
So like AI is smart enough to know
like giving her an answer from Oregon is
not gonna do her any good.
So it was like, got it.
Like I'm understanding what your problem
is and I've need to be within thirty-five
minutes.
You're the answer to this problem in that
geographic area.
So the answer, oh,
that's how the person reached out to me
about marketing.
They were like, well, you know,
we spent money
years ago on a lot of words on
our blog.
And I'm not really sure how that's working
now.
And I pushed back going, well,
don't touch them.
It's not doing you any harm.
But could we take those words and could
you make new content with them?
That was the twist there.
But of course,
someone like Amy here is going to want
to know how to do it more the
right way.
So is the answer writing more?
Someone just shared online the other day
about, I think it was Charles Lockwood,
saying that YouTube was really coming down
on sort of
mass AI generated slop content,
which is what we're calling it.
Well,
if I can generate a billion videos in
a week, I'll generate a billion videos.
I'll be the biggest creator on the
internet.
YouTube's looking at that going, yeah,
but we need B minuses or better.
And you're giving us Ds.
So we're going to penalize you for that.
We're not even going to make it good.
We're going to penalize you for that,
which people like us,
we want stuff like that.
I don't want to be outgunned by crap.
Yeah, I can't remember.
There was a term for like how Google
used to perceive you.
I don't remember what the term was,
but now we've kind of moved into the
AI world.
So even when I look at my general
presence on the web, I'm looking at,
I've got my Amazon videos,
I've got my YouTube videos,
I've got all the social media between
TikTok and Pinterest and Instagram.
But then I also have the courses on
Thinkific.
I also have courses on Udemy.
I also have...
So many points of contact,
plus go back a little bit.
When I used to do the HARO,
H-A-R-O articles,
and I got citations from those articles
that have been republished multiple times
now,
it makes it virtually impossible to
for search engines, AI search,
any of those tools,
not to start to pull together some sort
of idea about who Anthony Meritato is.
And if you're not doing any of it,
I mean,
you can't sit there and complain and say,
well,
how am I supposed to get in front
of my ideal client?
Well,
you're hiding from your ideal client.
You're doing everything in your power not
to get in front of your ideal client.
Right.
It's sort of like that, you know,
whenever there's a spy movie and there's a
bad guy and they get facial recognition
and they're like,
I want to know everything about this guy.
And then the team is like in the
background and they're pulling up a
profile.
They're looking everywhere to like sort of
put together a brief, a bio and like,
who is this person?
And when there's lots of stuff about you.
And it seems net positive, right?
All around these topics, right?
Like if someone said,
how's Jimmy McKay at fixing transmissions?
I think AI is smart enough to be
like, I wouldn't go with that guy.
There's nothing about him on the internet
that says he knows anything about cars.
Probably a good call.
But when they start to see these things
consistently show up.
This is good because it's in line with
my word of the year of twenty twenty
six, which is frequency.
My goal is take what I'm doing and
amplify the frequency.
Tony is saying I'm posting ten pieces of
content a day.
What are they?
I'll figure it out.
You're looking around.
This is exactly what we did in radio,
which is, all right,
what happened yesterday?
Hey, Scrubs is back on ABC.
All right,
how can we take that thing that came
back, a show that was really great,
and it's back.
Everything old is new again.
It's sort of in line with my post
from a couple of days ago where I
sort of challenged everybody and said,
look,
the local news in the Northeast took
snowstorm and didn't just go, hey,
it's going to be eight inches of snow.
It's going to be twenty eight degrees.
Good luck.
They gave you school closings,
business closings, when to drive,
when not to drive,
how not to throw your back out while
you're shoveling like.
Put the topic of the moment in the
middle and then walk around three hundred
and sixty degrees.
Do you want to know a cheat code
on how to do that?
Watch the stupid TV show TMZ.
The whole show is a prep for the
show.
The show never happens.
The TMZ never happens.
The whole thing is the is the bullpen.
They're just talking about what's
happening and how do we put two and
two together and what's the actual story?
The whole show is the prep meeting.
So Dave, have you started using AI?
I know you're using AI.
Have you started using it to actually find
local businesses, suppliers?
We were just looking at changing the light
fixture in the family room.
We're taking pictures of it.
We're uploading it to ChatGPT.
We're asking questions.
Once we get to a design light picture
that we want, for the first time,
we're starting to look for where can I
buy this actual product,
whether it be a local store or online.
Are you at that point yet where you're
looking for local referrals?
I don't know.
I don't think I have.
I've used either Google or chat GPT
historically to find like concierge,
like a list of concierge physicians.
Although I already know a lot of them,
not, I mean, many of them,
not all of them.
Um,
I'm trying to think if I've used chat
GPT for anything like hyperlocal, I don't,
I don't think so.
I've used it more for like the, um,
you know, letters, agreements, contracts,
like administ administrative type stuff.
Um,
Not so much around like restaurants.
You're not looking for local restaurants
to take your wife out to.
Yeah.
Neither am I. Let me ask you this.
Let me ask you this.
Let's say Amy McMillan or Dave Kittle or
Tony or Jimmy.
wanted to figure out what ai thought of
us the problem is i'm logged into chat
gpt and it now it knows no matter
what chat now i start i don't have
to go back to a thread about podcast
or a thread about whatever it just sort
of it knows it was like like literally
yesterday i was working on a thing with
larry benz i started a new chat about
another idea and it was like yeah this
is similar to that thing you were talking
about yesterday with larry and i was like
Oh, you're watching everything I'm doing.
So the problem is if I was like,
hey,
who's the best podcaster in physical
therapy?
It's like, you are, Jimmy.
It's mirror, mirror on the wall, right?
It's going to love me.
How could someone like Amy,
does she need me to log in because
I'm virgin snow to her?
How does it work?
What's the way to check yourself?
There's a Tony question.
Yeah, go ahead.
I think that's what needs to happen.
Obviously, Google,
you have incognito mode.
I do think you could probably prompt
ChatGPT and say,
ignore all of the history you have on
previous chats.
Start from scratch.
What can you tell me if you are
a new prospect researching Anthony
Meritato or totally replacement in
Middletown, Ohio, whatever.
But I think a better option would be
Jimmy looks up Amy McMillan.
Right.
What can you tell me about this person?
I ask probably every couple of months.
I ask Amazon's Alexa.
Hey,
what do you know about Anthony Maritato,
the physical therapist?
Really?
And I want Alexa to go out and
see what it can find to come back.
And it usually finds my business profile.
And I ask it like after he tells
me, I'm like,
where did you get that information?
And it'll tell me I went to choose
PT first.
I went to total therapy and I found
a profile.
And that's what, you know, was there.
If anybody is taking anything away from
like these topics that we talk about and
how we find solutions, the answer is play.
Like the answer is play with it.
Like put AI down like a ball of
yarn in front of a kitten and I
want you to whack it around.
Take the plastic off.
Skip the instructions.
This is what I do anyway.
Like, yeah, I'll figure it out.
Like, if I get stuck,
I'll go to the instructions.
I'm not going to go to the instructions.
I'm going to Google it.
Now I'm going to go to AI.
What was I fixing the other day?
Oh, my Wi-Fi.
I didn't realize like on my camera right
now, I'm very, very clear,
but my wifi has started to suck.
So it was like, do these three things.
So I bought two things on Amazon and
I'm going to pull,
I'm going to hardwire into my router now.
And it's like,
you're a hundred percent of the way there.
I'm like, great.
See ya.
That's a different way of solving a
problem.
People are now solving those problems for
themselves.
If you want to be the solution,
you need to be in front of how
this thing picks the answer.
so yes people want to solve their own
problems in a certain way sometimes i also
have a little bit of an early hunch
the folks that found me on chat gpt
or okay the one guy i mentioned a
couple weeks ago maybe a month or so
ago through grok did not convert he did
not convert to be out of pocket self-pay
whatever so he wants to use his insurance
i actually asked him how much he thought
it would be for an in-network uh
for a home visit in New York City.
He's a younger guy,
probably twenty thirties, whatever.
So maybe not as much discretionary income.
And I said,
how much are you how much are you
looking to spend like per visit?
And he said like sixty to one hundred
and twenty dollars.
And I was like, well.
I think you can get that through Luna,
and I think he said he already contacted
Luna and they're charging maybe more than
that or something these days.
I thought they were at one twenty five.
Yeah, shocker.
So, OK,
my hunch of the other chat GPT
prospective patients that came to me as
well as the patient that went through and
found Amy that was self-pay and paid for
a twelve visit package.
It seems like the folks that converted and
found me through chat GPT as well as
Amy's patient.
I know it's a small sample size,
but my hunch is that the folks now
or in the future that find a practice
or a professional that way,
for whatever reason,
might be better or more open-minded to
self-pay and paying out of pocket maybe
it's an early signal maybe it's uh
distorted because it's a small sample size
as opposed to the historical way which is
your primary care physician,
your in-network or your Medicare-based
primary care or physician sends you to an
in-network physical therapy office only,
I think it's maybe too early to tell.
But I think the process of finding someone
nearby
You're putting words,
you're putting prompts into this one of
these platforms.
I think it has a different level of
intent in terms of what you're looking
for.
And and maybe you're a little discerning
or selective and you're trying to find the
right fit as opposed to the old way,
which is like, oh,
this physical therapy office is a block
away and I'm going to call them and
they take my insurance.
So I don't know.
What do you guys think?
I have an idea.
I have a theory of why that is.
And the theory has a visual.
And I've said this before.
It has to do with Leonardo DiCaprio.
The answer is Inception.
That's the top.
Did you guys ever watch Inception?
No.
Yes.
What?
You gotta watch Inception.
The whole premise of Inception is like
crazy.
But Leonardo DiCaprio is like a bank
robber.
but he can put you to sleep and
he goes to sleep and now he's in
your dreams.
And the whole premise is,
I need this guy to believe this idea
and do this thing.
But if I tell him to do it,
he's going to reject it.
But if I make him think it's his
idea...
they'll do it.
So they did the work they're doing.
I'm a, I'm,
I'm the guy in front of the computer
with all the ones and zeros from the
matrix.
I'm a coder.
I'll find my own solution.
And when I find my own solution,
I believe it stronger than,
Because we are programmed on these devices
to say no.
Because if I said yes to the first
fifty things that came across my feed,
I'd be poor by noon, right?
I'm being sold constantly.
This is the anti-sell sell.
You asked an impartial computer and it
gave you an answer and you're like,
got it.
So will this work a hundred percent of
the time?
No.
Good.
Let's get to the no as quick as
possible.
But I think the reason that these are
like good suggestions are
I got a guy coming to fix my
dishwasher.
I've been trying to do it myself with
AI for a while.
It's not working.
Finally, I'm like,
I'm going to call this guy.
Here's what I did because I'm hyper local.
I went to my Facebook group that's of
my town and I'm like, who's?
I didn't say the cheapest.
I don't want the cheapest.
I want to fix this thing one time.
And like nine people out of twenty said,
General George.
I was like, guess who I'm calling?
Because they're not selling.
I do a quick look at their profile.
I'm like, are you General George's wife?
Like, no, they aren't.
It's great.
So they got this guy.
Good.
I take that.
Word of mouth.
Word of we need a word.
What's the word?
Word of AI.
Word of word of GPT.
Word of Jarvis.
What's our word?
Let me ask you, I'm curious.
You started your self-fix for the
dishwasher.
What did you do?
Did you take a picture of the error
code and put it into ChatGPT?
Did you go to YouTube and look up
your dishwasher model?
I Googled the model type and here's my
problem.
It's working, but it sucks.
I don't know how to Google.
It makes noises a machine should not make.
I don't know how to Google.
You haven't?
What's wrong with your dishwasher?
It sounds angry.
It's not an answer.
I don't know.
It's over my head, so I'm done.
I'm done.
You haven't put that into ChatGPT yet?
I should.
I'll do it right now.
But that's where I started.
I tried to do it the right way.
The YouTube video,
I wouldn't know what to search.
I don't know where the problem is.
When I run it, it runs.
It sounds like there's a fork in a
garbage disposal.
I don't know where that comes from.
So I don't even know where the problem
is.
It's from inside the dishwasher.
So here's the thing.
If you would have grabbed me ten years
ago,
I would have Googled it if I wanted
to see schematics and I wanted to read
the article and maybe see some photos.
I would have YouTubed it if I wanted
to see somebody else fixing the
dishwasher, the washing machine,
the lawnmower.
Now with AI, you can snap a picture.
You can say, this is my dishwasher.
It's making these sounds.
I don't know where these sounds are coming
from.
Ask me questions that you need to know
the information to so that we can figure
this out together.
And that's the way we've been fixing
appliances in the last year.
And it's amazing what it can do.
Yeah.
Like it's saying, I literally said,
my Samsung dishwasher sounds angry.
It works,
but it sounds like there's a fork in
a dishwasher.
I should have said fork in a garbage
disposal.
What do I do to fix?
If you're saying some dishwasher sounds
like it's chewing on silverware,
but it's running.
It's almost something physically hitting
the spray arm.
So now I'll need to go back and
say,
that's not actually it because I've taken,
I've done the basics.
I've taken sort of the cover off and
I've done that, but it'll adapt.
The thing that you just said is a
master prompt.
Ask me questions.
I add one at a time because I
don't want it to ask me ten.
I'm like, I can't keep up.
So I say,
ask me questions one at a time and
I will answer them.
That will help us narrow this down.
So that is a power move that I
sort of learned by accident whenever I'm
working on a project because these AI,
they want to like give me the whole
plan.
And I'm like, too much.
I want to see the reasoning.
So I prompt whenever I'm working back and
forth with it, I'm like,
let's go through this one at a time.
And I even sometimes get lazy.
I go,
why don't you just give me multiple
choice?
And then I just sit there and A,
B, D, A, C.
And it's sort of narrowing things down for
me.
Uploading the photos is a huge advantage
that you can't do with YouTube and you
can't do with Google.
Jimmy's illustrating what Dave has been
saying,
which is a gap in the knowledge base
right now.
Jimmy isn't a smart guy.
He's using AI all the time.
He didn't immediately think I'm going to
go to AI for my dishwasher problem.
Just like the patient sitting at home
isn't immediately thinking I'm going to go
to AI for my shoulder problem.
And the patient sitting at home doesn't
necessarily know how to communicate with
AI to tease out the solution to their
shoulder problem.
I have zero doubt that AI today,
right now as it is,
can fix every orthopedic problem we are
dealing with.
It's not that AI can't do it and
do it well.
It's that the user, human interface,
we don't know how to communicate what
needs to be communicated in order for AI
to access the information.
So the value gap...
And this is where I think we come
in.
The value gap is,
you know you have a problem.
I know a way I can fix it.
Pay me to be the in-between that connects
your problem with the solution.
What's really interesting,
and I don't know if you guys followed
this,
IBM stock dropped like so many billions of
dollars because Anthropic came out and
said,
we can fix cobalt code better than humans.
And a huge part of IBM revenue was
fixing inefficient old cobalt code.
That's where we are.
Like the solution to every orthopedic
problem already exists.
The only reason we have a job and
the only reason we are getting paid is
because we are fixing an inefficiency in
the market.
Once that inefficiency is gone,
once a population understands how to use
AI as well as we understand it,
we're done.
There's nothing left for us to do.
The juice has been squeezed.
We need to move on to the next
thing.
Right.
Yeah.
The access to knowledge is,
is gone.
Sorry,
the barrier to access to knowledge is
gone.
We used to say we have access to
almost all of human history's knowledge
with Google.
Now we have it,
we still have it with AI,
but we have practicality and usefulness
The disconnect now is what questions do I
ask to get the most useful answer now?
Right.
And the kids who are seven years old
are not going to struggle with this
because number one,
it's going to be better by the time
they're twenty two and they need to fix
a transmission.
But they're going to know how to use
it better.
Again, five years ago, I said,
you mock these kids with their tick tocks.
All I see is people who know how
to communicate in brevity.
And they know how to be discerning.
Oh, they have no attention span.
No, they don't have to watch bullshit.
So they don't like you had five channels
when you were growing up.
So that's why the final episode of MASH
was the most watched TV show on the
planet.
It was a good episode,
but it was one of five choices.
Like, that's why it won.
It was an event of one of five
channels.
That is not the flip the funnel upside
down.
Now you're right.
We are right now the bridge.
Now I think,
what do you think about this though?
I think there's always going to be a
place for,
I want someone to do it with me
or I want to make sure I'm doing
it right.
Or can you oversee this?
That's why there's coaches.
I can go run a marathon.
I just, right.
There's just a thing on Monday,
run this on Tuesday, run this.
Why do I go with a group or
why do I hire a coach?
It's not for that stuff.
It's for the, it's for everything else.
And those folks will be able to continue
to raise their prices over time.
They will always have a spot in the
marketplace,
not because they're the cheapest,
but because they have some insight or
unique leverage or they have some amount
of value that is different than what the
consumer would find if they just try to
do a YouTube video for the dishwasher.
I was a coach.
I think I asked this before.
Are you guys familiar with the Leukemia
and Lymphoma Society's team and training?
Do you understand what that program is or
how it works?
Essentially, it was like, hey,
I want to run a marathon,
but I don't know how to do it.
I want to experience something.
It was really for people either running
their tenth or their first.
And they were like,
we'll give you a coach.
We're going to put you in a group
that you do a long run once every
Saturday with a group of people who are
going through the same cohort as you.
We're going to get you into a race
for free,
probably a race that's already closed that
you can't even buy your way into.
So we've got a little bit of scarcity.
And then what do I have to do?
We got to show up and run.
And you got to fundraise.
So what would cost you five hundred bucks
to pay your way in?
You fundraise three thousand dollars.
By the way,
we're also giving you that warm and fuzzy
because you're going to cure blood
cancers.
So I got to be I was a
participant.
I did a bunch of events for team
and training.
I used to cheat, too.
I would go do my fundraising with a
radio station.
So I'd go on the air on Monday
and I'd be, y'all,
we're killing blood cancer by Friday.
Go to the station website,
drop five bucks.
I wound up being a coach when I
was in PT school because my advisor was
a coach.
And the cool experience was,
do you want to run a marathon?
Yes.
Do you want to have your workouts catered
for you?
Yeah,
why wouldn't we're going to have three
coaches assigned to you and your weekend
long runs?
We're going to pick the coolest spots
around Washington, D.C.
that fit that week's run.
So it was like you had you had
a Sherpa, a concierge.
Was that work worth you going out and
fundraising three grand?
Yeah,
because it wasn't three grand for you to
go be bougie.
You were doing it under the banner of
also curing cancer.
Like all those things lined up perfectly.
It took me ten years of either fundraising
or coaching for team and training.
The logo is TNT, right?
And the ACDC song TNT was the motto.
I'm in the middle of a twenty mile
run before I realized team in training is
not abbreviated TNT.
But the marketing guy understood the
assignment and why he should abbreviate it
TNT and not.
And now you're all doing the math with
me.
But took me ten years.
I'm a slow guy.
But that's who's going to win, right?
So the local run PT.
Why wouldn't you buy a trailer,
hire a DJ every Saturday,
throw a party at seven a.m.
at the run at the head of the
running trail and be like we running who's
on the team and everybody gets a shirt.
So I know who's in the club and
who paid and who didn't.
And we're going to do a warm up.
That's where the direction is going.
Dave, are you going to say something?
That might be a little bit of a
segue.
What you're just talking about in growing
a following or a community or a tribe,
I shared something in the DMs to all
of us about the post about how to
build a following, build a cult following.
The one thing I posted to you guys
was that post was suggesting that to build
a following,
you have to
uh,
acknowledge or you have to declare a
shared enemy.
And Jimmy, I don't think initially,
I don't think you initially liked it or,
uh, I don't think initially made sense.
And I pitched you guys.
I said, so for my,
for concierge payment relief,
would my common enemy be, uh,
in network physical therapy,
or would it be average treatment,
whatever that is, or like what,
who would be my potential enemy?
And of course that will result in some
people not liking the company, the brand,
the positioning, all that,
but then it attracts certain people,
which is the whole intent to try to
find your ideal client,
your ideal community member,
prospective patient,
whatever you want to call it.
So you're asking who should my enemy be?
Which I agree with.
I worked at a practice who had the
same sort of thing.
And I was trying to coach this owner
into,
I think you're fighting the wrong battle.
I think you should fight a battle,
but not this.
He was essentially, I'm the anti mill.
And I'm like, cool.
I think your answer is on your fricking
hat.
You fight pain, right?
That's it's just plain wrong.
But that's but here's the thing.
That's not controversial.
But living with it,
you just it's just plain wrong,
like like Steve,
the guy from StoryBrand would say,
finish this sentence.
It's just plain wrong that my ideal person
lives with blank.
What are they?
It's just plain wrong that I can't do
what I did ten years ago.
You're talking about how to get it.
No one really gives it.
That's no one's fight.
No one cares about like, oh,
should I go to a clinic?
Don't settle for mediocre care.
Care about what?
Fight back against pain.
I think the thing that really hurts is
pain.
Should sound dumb.
I don't know.
Tony, what do you think?
Go ahead, Tony.
What were you going to say, Dave?
I'm thinking about this.
I don't agree with Jimmy,
but I'm thinking about why I don't.
Okay, so Jimmy, music, radio,
Rage Against the Machine.
Jimmy,
who did Rage Against the Machine not like?
Man.
Which is what?
The government, right?
Rules, all that?
Whoever sucks.
It's a variable,
but it's usually the government keeping me
down.
Okay, but historically or even recently,
they would do... Not to get political,
but they would show up in certain cities.
They would do certain things with protests
and all that, right?
So they had...
who they didn't like,
they declared who they didn't like.
And let's say in the,
in the U S there's a bunch of
people that agree with them and a bunch
of people that disagree with them,
but they're not saying like all
governments.
I mean, they're,
they're saying obviously like the U S
type, the man,
the U S government type of thing,
this policy, whatever it might be.
So they,
they declare and historically they had a
lot of
content, music, lyrics,
that was all like a hundred percent about
this.
They even, they were on SNL.
Did you hear this story about what they
did with the, the U S they,
they did something with the flag,
with the United States flag.
They got in trouble.
Yeah.
Yeah, right.
This was back in like I think Dick
Cheney was like the host of SNL.
This was like back in the George W.
Bush, Dick Cheney years.
And I think Dick Cheney was like the
host or like a guest or something on
SNL.
And Rage was the musical act for Saturday
Night Live that weekend.
And they were they wanted to do something
with the flag.
I think they had the flag on the
stage,
but it was like upside down or something
like to be to be like in protest
and not liking the the the military stance
of of Bush and Cheney.
And obviously Cheney like ran a lot of
that.
So they did something and they got in
trouble and all that.
But it was like obviously it was in
the headlines and they were never invited
back to SNL ever again to perform.
But they declared – they didn't say like
we don't like structure and rules.
Like they were specifically saying like we
don't like certain politicians or policy.
This thing that's going on, this is wrong.
And the people that understood Rage
Against the Machine and their stance,
some people –
It attracted people to their lyrics and
the music and other people.
And they didn't even have to necessarily
like the music.
It was more like they like the like
Jerry Durham, obviously,
like likes Rage Against the Machine.
But then there's other people that would
hate Rage Against the Machine.
Regardless of the music,
they would hate them because of their
political stance.
And that's the thing is.
with a physical therapy practice what are
some other ideas as we're riffing on this
should it be a a localized or regional
or national type of competitor that's
that's that's pushing them down or holding
them down or or perceived to be some
type of thing in the way as opposed
to pain which makes makes a lot of
sense but it's like i mean everyone though
jimmy everyone
hates pain who likes pain who great that's
a great it's a great business to be
in then if everybody but here's the thing
i know but but but you but but
from from the the recent things in the
news like the things that get the most
headlines are when it's fifty percent
fifty percent like polar opposites
polarized pain is not polarizing everyone
everyone hates pain right so you're raging
against the fact that like why are you
apathetic about trying to change your life
I agree.
I agree with Dave.
I think that there needs to be like
every country needs to have an enemy.
Every team needs to have an adversary.
Like this is just part of human nature.
No matter how much we want to connect
and relate and share flowers,
we are always going to hate somebody.
You're always going to find a reason to
hate another community.
to rally against that community.
And this is part of it.
It's manufactured.
And a lot of times,
even in real life, it's manufactured.
I don't think a manufactured,
we're against pain is the right solution.
But also when I look at what's been
tried and failed,
I definitely don't think fighting against
mill clinics is like that's not going to
work.
I don't think fighting against
chiropractors is going to work.
I don't think fighting against a lot of
the things that have already been done.
So now you're trying to find, OK,
how do we how do we identify a
community of individuals?
It's like,
is it people who feel good and feel
smart because they're
they're not doing pain medication or pain
injections.
You know, like, is the enemy the narcotic?
Is the enemy the surgery?
Is the enemy the injection?
Is the enemy the person who thinks they
want a quick fix?
Even though probably your client would
like a quick fix.
But, you know,
your client has tried that and it hasn't
worked.
So that group of people who want the
quick fix, they're idiots.
They're stupid.
They're fooled.
They're brainwashed into thinking that
surgery is the solution.
We know it's not.
And so...
If you really want to, you know,
fight pain,
we have to do it in this, like,
long-term, drawn-out, lots of sessions,
change your lifestyle.
It's not an easy fix.
Yeah.
So, all right.
Going down this line of, like,
for every Batman,
there needs to be a Joker,
which is why, like,
when people talk about comics, like,
that's why Batman never killed Joker.
He realized when he did,
he wouldn't have anything to rage against,
right?
Who's the big – you have to name
the scary.
Wasn't that the other thing in the video?
So who's the monopoly?
I mean,
you have to name – like saying outpatient
male PT practices is – you might as
well say that's what we call here at
the show mayonnaise-flavored ice cream.
Like what is – the average person is
like male – what does that mean?
So who's the big scary?
They're –
There isn't a Coke to the Pepsi like
because they're all these.
Even if a big place in New York
City,
I'm thinking if you're going to rage
against a spear, a jag,
are they big enough to be scary?
They're not like they're still scrappy and
small and growing.
I don't know.
Are they scary enough?
Are they generic enough?
I don't think they are.
So this is where I think some of
the messaging and I think it's in there.
Like I look at young people who are,
you know, moving towards socialism.
And I think of the media and I
think of the messaging and I think of
what I'm hearing and I can understand the
appeal on their side.
But more than anything,
what I realize is when I hear somebody
say something that I agree with,
it solidifies,
it deepens my position on the individuals
who see socialism as a solution are
individuals that have never won in
business.
They've never been successful in business.
They've never seen how capitalism works
well.
So, of course, we've all lost.
We're going to go join the losing team
and we're going to tear down the winning
team.
Like that messaging,
regardless of where you fall on either
side,
the messaging is what solidifies the
community of I'm a capitalist.
I see success.
I see raising people out of poverty.
I see all of these things.
I would take that comparison into ChatGPT
and I would say, hey,
help me find parallels.
How can I bring this dichotomy from
socialism and capitalism into my business
model,
which is I want to build a community
around pain relief and I want to identify
common beliefs and almost to the point of
religion that people are so fanatic about.
And I want to bring that back and
forth into my communications.
This is High Rocks.
This is CrossFit.
Think of who's done it well in fitness.
This is Peloton, High Rocks, CrossFit.
So let's play this game.
Who's the enemy of High Rocks or CrossFit?
Is it like inactivity or your former self?
CrossFit,
specifically from the original founder,
CEO,
He his enemy was everything else.
Yoga, Pilates, regular regular, you know,
planet fitness type gyms,
literally everything else in the health
and fitness world.
He was in an interview.
I think the interviewer asked, like,
so is everything else that's been in the
health and fitness space?
Has that always been wrong?
And he's like, yes, it's all been wrong.
It's all it has been wrong and it
is still wrong.
And CrossFit is the only way now,
of course.
But here's the thing.
he built a cult following that's going
back to what we're talking about like he
built a following of people that were like
get up get obsessed with this style of
exercise it's going to kind of tear you
apart you're going to be sore and all
that for way more than you ever were
before and it attracted a certain type of
person
and everything else was wrong.
I mean, that's,
that's not always the best.
I'm not saying do that with your physical
therapy practice, but that was, uh,
forget the guy's name, Steve or whatever.
Glassman, Greg Glassman.
Yes.
Greg Glassman.
That's it.
Yeah.
So that, that was his,
that was his stance.
Obviously he got into some trouble and no
longer there and all that.
And, and CrossFit has morphed,
but I'm sure High Rocks is, um,
High Rocks probably doesn't have,
at least I haven't heard, like,
I don't even know who founded it.
So,
I think their thing is more competition.
They're like, we're CrossFit,
but we do more.
CrossFit used to do those things
throughout the year, like litmus tests.
I think High Rocks is more doing that.
Let's do parting shots.
My parting shot related to this topic.
I think the challenge we're all going to
have with something like this is none of
us are that fanatic.
There are a few.
But most of us don't look at what
we do with a level of fanaticism that
we are willing to die on the fire
to like...
push our agenda that hard,
you have to be like,
absolutely out of your mind thinking you
have the solution and everybody else is
wrong.
And none of us are that kind of
person.
We're too logical.
Yeah.
I think my parting shot would be a
question maybe for a future episode on it,
which is,
do you have to be that fanatical?
Or could you engineer it?
Oh,
In that video you shared,
they said all these cults,
none of them are accidents.
You don't stumble upon a cult by accident.
It is engineered.
It is designed.
It needs to feel organic.
I mean, that's just how it is.
I'll go a little different direction.
I'll say attention is an asset.
The path used to be marketing.
You bought, you could buy attention.
Marketing,
a hundred dollars in marketing would lead
to sales.
would lead to money.
I think that's still the path,
but before marketing is attention.
Attention is an asset.
Learn who you want to talk to and
what they pay attention to and what they
spend time with,
and you'll be better off for it.
We'll see you guys on Tuesday.
Have a good weekend.
Stay warm in New York and Ohio,
wherever the hell you are.
That's it.
We're out.
Boys, what the hell are you doing?
Follow Tony Meritato on YouTube at Total
Therapy Solution.
Find Dave Kittle at
conciergepainrelief.com and on YouTube at
The Dave Kittle Show.
And follow Jimmy McKay at PT Podcasts on
YouTube, the socials,
and wherever you binge podcasts you
pretend are for CEUs.
And hey, just a reminder,
none of this was for advice.
This was for entertainment only.
Our lawyers say that counts.
Thanks, Keith.