WEBVTT 00:00:10.984 --> 00:00:11.103 Well, 00:00:11.124 --> 00:00:12.743 the graphic stays on the screen too long. 00:00:12.944 --> 00:00:14.244 That's pretty much it right there. 00:00:14.285 --> 00:00:15.505 Healthcare marketing doesn't work. 00:00:16.065 --> 00:00:17.925 Hello and welcome to the show that proves 00:00:18.365 --> 00:00:20.205 healthcare marketing doesn't work or does 00:00:20.265 --> 00:00:22.766 it if you pretty much do it right. 00:00:22.786 --> 00:00:24.266 Today's episode is for every clinic owner 00:00:24.306 --> 00:00:26.347 who has ever said marketing just isn't 00:00:26.367 --> 00:00:26.647 working. 00:00:26.908 --> 00:00:28.307 Before you fire your marketing person, 00:00:28.367 --> 00:00:28.968 wait, wait, wait. 00:00:29.527 --> 00:00:30.908 Before you cancel your ads, wait, wait, 00:00:30.928 --> 00:00:31.208 wait. 00:00:31.449 --> 00:00:33.868 Before you redesign your website for the 00:00:33.988 --> 00:00:36.390 sixtieth time, wait, wait, wait. 00:00:36.729 --> 00:00:39.310 What if the real problem actually is your 00:00:39.411 --> 00:00:40.051 operations? 00:00:41.098 --> 00:00:42.920 Because technology doesn't fix broken 00:00:42.960 --> 00:00:43.642 processes. 00:00:44.503 --> 00:00:45.524 It scales them. 00:00:46.564 --> 00:00:49.448 Turns out squaring a bad number is a 00:00:49.487 --> 00:00:50.268 bad number squared. 00:00:51.009 --> 00:00:52.512 And Andrea had a perfect real world 00:00:52.572 --> 00:00:54.012 example just last week. 00:00:54.554 --> 00:00:55.814 I want you to start by telling the 00:00:55.835 --> 00:00:59.598 story about the blizzard and the email. 00:00:59.618 --> 00:01:00.860 This sounds like an emo band, 00:01:00.881 --> 00:01:01.902 the blizzard and the email. 00:01:02.932 --> 00:01:04.796 The blizzard of twenty six. 00:01:05.620 --> 00:01:08.587 So we had this historic blizzard here in 00:01:08.608 --> 00:01:09.671 the northeast, you know, 00:01:09.710 --> 00:01:10.793 three and a half feet of snow. 00:01:12.331 --> 00:01:15.653 So I somehow had two doctor's appointments 00:01:15.692 --> 00:01:17.073 scheduled for the same day. 00:01:17.213 --> 00:01:19.536 And one doctor was very proactive and 00:01:19.575 --> 00:01:20.796 called and was like, of course, 00:01:20.835 --> 00:01:21.537 we're closed. 00:01:21.596 --> 00:01:22.858 Like, let's get you rescheduled. 00:01:22.897 --> 00:01:24.918 Great, great experience. 00:01:25.058 --> 00:01:26.099 And another doctor, 00:01:26.359 --> 00:01:28.040 I reached out the day before I left 00:01:28.081 --> 00:01:28.721 a message. 00:01:28.820 --> 00:01:29.762 I didn't hear back. 00:01:29.822 --> 00:01:30.822 Totally understandable. 00:01:30.841 --> 00:01:32.983 People are trying to figure out like what 00:01:33.024 --> 00:01:34.444 to do with this crazy blizzard. 00:01:35.424 --> 00:01:38.966 And so didn't end up hearing back for 00:01:39.087 --> 00:01:39.748 four days. 00:01:39.787 --> 00:01:40.628 But before that, 00:01:40.769 --> 00:01:43.689 I received a triggered email for a survey 00:01:43.730 --> 00:01:46.292 to let us know how your office visit 00:01:46.331 --> 00:01:46.611 was, 00:01:47.632 --> 00:01:49.174 which is not a huge it's not a 00:01:49.213 --> 00:01:49.813 huge deal. 00:01:50.153 --> 00:01:53.856 But but but I did not have an 00:01:53.936 --> 00:01:54.617 office visit. 00:01:54.998 --> 00:01:58.900 And if your email trigger for a for 00:01:58.920 --> 00:02:01.721 a survey is broken, what else is broken? 00:02:02.304 --> 00:02:02.504 Yeah. 00:02:02.924 --> 00:02:05.507 So the obviously the email trigger is the 00:02:05.567 --> 00:02:08.733 date like at one at two hours post 00:02:08.812 --> 00:02:10.936 or twenty four or twenty six hours post 00:02:11.336 --> 00:02:13.299 the visit trigger this sequence. 00:02:13.679 --> 00:02:15.342 Love the fact that using automation, 00:02:15.662 --> 00:02:17.304 whoever set that up was not paying 00:02:17.324 --> 00:02:18.526 attention to the processes. 00:02:19.038 --> 00:02:19.579 Exactly. 00:02:19.699 --> 00:02:21.240 And this is super common. 00:02:21.300 --> 00:02:22.600 And these are the types of things I 00:02:22.621 --> 00:02:24.121 think that marketers get into, 00:02:24.580 --> 00:02:25.762 like the less glamorous. 00:02:25.801 --> 00:02:27.483 So you need to get in there and 00:02:27.502 --> 00:02:28.842 make sure the trigger so it should be 00:02:28.902 --> 00:02:32.685 appointment completed is the trigger and 00:02:32.705 --> 00:02:34.506 then add like twenty four hours or two 00:02:34.526 --> 00:02:35.605 hours or whatever you decide to do. 00:02:35.645 --> 00:02:36.627 Like we used to I know there were 00:02:36.646 --> 00:02:37.967 times where we would the trigger would be 00:02:38.007 --> 00:02:39.608 an hour later, 00:02:39.728 --> 00:02:41.368 whatever it is like you need to make 00:02:41.389 --> 00:02:42.788 sure that the appointment actually 00:02:42.829 --> 00:02:43.590 happened. 00:02:43.689 --> 00:02:43.849 Yeah. 00:02:45.275 --> 00:02:47.698 How do you make sure that if this 00:02:47.739 --> 00:02:49.640 was an organization you were working with, 00:02:50.241 --> 00:02:52.866 how do you like specifically you? 00:02:53.526 --> 00:02:54.247 Do you want me to go first? 00:02:54.268 --> 00:02:55.689 Because I have a thing that I do. 00:02:56.132 --> 00:02:56.651 OK, I mean, 00:02:56.752 --> 00:02:58.052 I can go first and then you can 00:02:58.252 --> 00:03:00.193 you can fill in what I've missed or 00:03:00.413 --> 00:03:01.814 just give me a completely different idea. 00:03:01.835 --> 00:03:02.935 So how do I make sure this doesn't 00:03:02.974 --> 00:03:03.276 happen? 00:03:04.056 --> 00:03:05.997 So this is where marketing and ops need 00:03:06.037 --> 00:03:07.538 to be really closely aligned. 00:03:07.717 --> 00:03:11.299 And this is a process issue. 00:03:11.560 --> 00:03:13.360 And then there's the technology piece that 00:03:13.401 --> 00:03:14.621 layers on top of the process. 00:03:14.640 --> 00:03:15.722 So we start with like, 00:03:16.181 --> 00:03:17.723 what are we trying to solve? 00:03:17.782 --> 00:03:19.502 What is the experience we are going for? 00:03:19.604 --> 00:03:22.185 Hey, we need to understand if people had 00:03:22.724 --> 00:03:23.567 a good experience. 00:03:23.586 --> 00:03:25.169 So we're going to send them a survey. 00:03:25.449 --> 00:03:26.872 When should we send them the survey? 00:03:26.912 --> 00:03:27.712 Let's lay that out. 00:03:27.733 --> 00:03:28.955 Here's what the survey sounds like. 00:03:29.395 --> 00:03:29.836 Beautiful. 00:03:30.276 --> 00:03:32.019 Now there's the technology piece on top. 00:03:32.120 --> 00:03:33.521 And you and I, Jimmy, we both know 00:03:34.679 --> 00:03:37.241 Technology within healthcare settings is a 00:03:37.260 --> 00:03:39.442 little wonky and we can't always 00:03:39.502 --> 00:03:40.002 integrate. 00:03:40.043 --> 00:03:41.443 But what needs to happen is, of course, 00:03:41.463 --> 00:03:42.503 this lives in the EMR. 00:03:42.824 --> 00:03:44.925 The EMR needs to be integrated with 00:03:45.586 --> 00:03:46.106 something. 00:03:46.227 --> 00:03:48.048 So it's either a marketing automation or 00:03:48.087 --> 00:03:50.550 it's a survey tool or maybe your EMR 00:03:50.650 --> 00:03:52.711 company has this within it, 00:03:52.912 --> 00:03:53.731 which would be great. 00:03:54.231 --> 00:03:57.754 And so that needs to be set within 00:03:57.794 --> 00:04:00.417 whatever technology you have for that. 00:04:00.637 --> 00:04:01.937 I go lower tech than that. 00:04:03.177 --> 00:04:05.600 I sign up as a user for every, 00:04:05.640 --> 00:04:07.703 for if, if someone calls me as like, 00:04:07.763 --> 00:04:08.144 Hey man, 00:04:08.183 --> 00:04:09.405 can you do a deep dive on my 00:04:09.444 --> 00:04:09.786 marketing? 00:04:09.846 --> 00:04:10.687 I go, no problem. 00:04:10.967 --> 00:04:11.668 And then I go to their, 00:04:11.807 --> 00:04:13.370 I immediately go to their website and I'm 00:04:13.389 --> 00:04:14.390 like, do you have a newsletter? 00:04:14.411 --> 00:04:15.192 Do you have a podcast? 00:04:15.211 --> 00:04:16.052 Do you have a YouTube channel? 00:04:16.072 --> 00:04:16.853 Do you have an Instagram? 00:04:17.194 --> 00:04:18.636 Do you have, can I, 00:04:18.696 --> 00:04:19.697 and then I go and I try to 00:04:19.737 --> 00:04:20.377 book an appointment. 00:04:21.464 --> 00:04:22.105 Like right away. 00:04:22.125 --> 00:04:23.146 I want to see what happens. 00:04:23.165 --> 00:04:23.826 Like I want to see, 00:04:24.827 --> 00:04:26.528 and I have like a burner email for 00:04:26.548 --> 00:04:29.031 this because otherwise I would be getting 00:04:29.091 --> 00:04:29.951 just ungodly. 00:04:30.132 --> 00:04:31.372 I am the guy who signs up for 00:04:31.432 --> 00:04:31.853 every list, 00:04:32.132 --> 00:04:33.875 but I want to see like warts and 00:04:33.954 --> 00:04:34.134 all. 00:04:34.394 --> 00:04:35.615 Did you know your link is broken? 00:04:35.896 --> 00:04:36.497 Had no idea. 00:04:37.500 --> 00:04:39.161 Because no one's going to tell you that. 00:04:39.240 --> 00:04:41.060 No one is going to tell you that 00:04:41.521 --> 00:04:43.961 unless they're gigantically pissed, right? 00:04:44.401 --> 00:04:46.023 But if the link to book the thing 00:04:46.043 --> 00:04:47.862 is broken, you'll never know. 00:04:47.903 --> 00:04:50.163 You'll never know because they can't tell 00:04:50.184 --> 00:04:51.365 you it's broken. 00:04:51.404 --> 00:04:53.264 So I go and I play like a 00:04:53.365 --> 00:04:57.786 petulant three-year-old and I just go, 00:04:58.247 --> 00:04:59.146 I don't know how it works. 00:04:59.466 --> 00:05:00.447 Oh, there's a book. 00:05:00.487 --> 00:05:01.968 You can book an appointment on our 00:05:01.987 --> 00:05:02.327 website. 00:05:02.528 --> 00:05:02.988 I don't see it. 00:05:03.668 --> 00:05:04.129 I don't see it. 00:05:05.252 --> 00:05:05.473 Where? 00:05:05.954 --> 00:05:06.716 Is it obvious? 00:05:06.875 --> 00:05:07.757 Is it a different color? 00:05:07.877 --> 00:05:08.798 Is it in the top right? 00:05:09.019 --> 00:05:10.281 If the answer isn't yes, yes, yes, 00:05:10.622 --> 00:05:11.783 that's wrong in my opinion. 00:05:12.043 --> 00:05:13.887 So I go and play with everything and 00:05:13.968 --> 00:05:15.069 I want to act like a big dumb 00:05:15.129 --> 00:05:16.752 idiot and then see if I can figure 00:05:16.771 --> 00:05:18.495 it out and then see if these things 00:05:18.514 --> 00:05:18.836 happen. 00:05:19.494 --> 00:05:20.074 You're exactly right. 00:05:20.093 --> 00:05:21.254 I'm doing that with a client right now, 00:05:21.295 --> 00:05:21.836 a new client. 00:05:21.875 --> 00:05:23.857 And that's like the first step to get 00:05:23.877 --> 00:05:25.137 in there and put yourself in the 00:05:25.197 --> 00:05:26.519 consumer's shoes. 00:05:26.559 --> 00:05:29.980 Because what happens is when you're within 00:05:30.000 --> 00:05:33.004 an organization, you are so far removed. 00:05:34.805 --> 00:05:36.086 You're like, great, we have a website. 00:05:36.105 --> 00:05:37.107 You can sign up online. 00:05:37.146 --> 00:05:39.088 Yeah, of course, you can just book online. 00:05:39.108 --> 00:05:41.108 But you are not going through this 00:05:41.168 --> 00:05:41.649 process. 00:05:41.689 --> 00:05:42.930 And it's been a long time, probably, 00:05:42.971 --> 00:05:44.252 since you've even paid attention to this 00:05:44.291 --> 00:05:44.672 process. 00:05:45.091 --> 00:05:46.233 I think somebody had it. 00:05:46.372 --> 00:05:47.473 This is about recruiting, 00:05:47.574 --> 00:05:49.555 but recruiting is marketing too. 00:05:50.055 --> 00:05:52.177 Newsflash, marketing is a horizontal, 00:05:52.197 --> 00:05:52.798 not a vertical. 00:05:52.959 --> 00:05:54.399 Or if it's a vertical, it's an L. 00:05:54.519 --> 00:05:58.322 It's a vertical and a horizontal. 00:05:58.663 --> 00:06:00.245 I think his name is Joel. 00:06:00.345 --> 00:06:02.307 He's like this great recruiter on LinkedIn 00:06:02.387 --> 00:06:03.548 and just calls it like it is. 00:06:04.028 --> 00:06:05.870 And he says, I think every six months, 00:06:06.449 --> 00:06:08.052 a CEO should have to go through their 00:06:08.291 --> 00:06:10.514 own application process. 00:06:12.180 --> 00:06:13.500 I think that's I don't know if I 00:06:13.540 --> 00:06:15.041 wrote about this or if I just in 00:06:15.101 --> 00:06:16.502 my mind dreamed about it, 00:06:17.264 --> 00:06:18.245 like dreamed about it. 00:06:18.464 --> 00:06:20.786 It's it's marketing. 00:06:21.206 --> 00:06:22.108 Recruiting is marketing. 00:06:22.148 --> 00:06:24.048 So any digital experience or any 00:06:24.108 --> 00:06:26.050 experience that someone has with your 00:06:26.091 --> 00:06:27.451 brand is marketing. 00:06:27.732 --> 00:06:30.754 And as someone who has applied for jobs 00:06:30.793 --> 00:06:33.255 in the past, I think it's crazy. 00:06:33.295 --> 00:06:35.478 Like besides the fact you need to create 00:06:35.497 --> 00:06:37.379 a username and a password and then two 00:06:37.399 --> 00:06:38.620 factor authenticate and then you're 00:06:38.680 --> 00:06:40.122 answering like twenty five different 00:06:40.982 --> 00:06:43.362 um questions and you're like why am i 00:06:43.502 --> 00:06:45.382 spending my after i upload my resume and 00:06:45.403 --> 00:06:48.524 then it's why am i uploading the resume 00:06:48.564 --> 00:06:51.764 and then manually putting in when from 00:06:52.365 --> 00:06:56.165 date year from month year two month year 00:06:56.204 --> 00:06:58.365 that i worked for these places knowing 00:06:58.386 --> 00:07:00.625 that no one's reading this it feels like 00:07:00.685 --> 00:07:02.906 health care paperwork no one's reading it 00:07:02.947 --> 00:07:06.668 anyway what are we doing yes that's an 00:07:06.728 --> 00:07:07.468 operations problem 00:07:07.915 --> 00:07:09.216 So this is also, 00:07:09.658 --> 00:07:12.661 this brings up something that's like a 00:07:12.742 --> 00:07:13.963 side quest on this. 00:07:15.148 --> 00:07:16.927 That first doctor said, obviously, 00:07:16.947 --> 00:07:18.509 we're closed because this is bananas, 00:07:19.088 --> 00:07:19.329 right? 00:07:19.348 --> 00:07:20.209 It's a blizzard. 00:07:20.228 --> 00:07:21.389 It's a blizzard of twenty six. 00:07:22.170 --> 00:07:23.649 The other place like was closed, 00:07:23.670 --> 00:07:25.069 like let's or didn't answer. 00:07:25.350 --> 00:07:26.651 Let's say they were open. 00:07:27.430 --> 00:07:29.692 Where does Andrea stand on the great 00:07:29.732 --> 00:07:33.211 debate for cancellation fees like 00:07:33.752 --> 00:07:34.632 cancellation? 00:07:34.692 --> 00:07:36.132 What are what are we doing here? 00:07:36.213 --> 00:07:37.112 I don't know the right. 00:07:37.132 --> 00:07:37.973 There is no right answer, 00:07:38.014 --> 00:07:39.353 which makes it for a great topic. 00:07:40.283 --> 00:07:42.625 So cancellation fees in the instance of 00:07:42.665 --> 00:07:44.427 this blizzard is what you're saying. 00:07:44.468 --> 00:07:44.708 Well, yeah, 00:07:44.807 --> 00:07:47.250 but also a sunny Tuesday in May. 00:07:47.709 --> 00:07:48.831 Like, where are we living? 00:07:48.891 --> 00:07:50.291 Is it twenty four hours notice? 00:07:50.331 --> 00:07:51.492 Is it if you don't show up, 00:07:51.533 --> 00:07:52.213 it's on you? 00:07:52.273 --> 00:07:53.394 Like if you bought a ticket for the 00:07:53.413 --> 00:07:55.175 John Mayer concert and you don't show up, 00:07:55.216 --> 00:07:56.276 you lose the money for the John Mayer 00:07:56.295 --> 00:07:56.435 concert. 00:07:56.456 --> 00:07:57.257 I have to say, 00:07:57.297 --> 00:07:59.057 so I take a very business. 00:07:59.918 --> 00:08:01.759 I'm usually like put the consumer at the 00:08:01.800 --> 00:08:02.201 center. 00:08:02.521 --> 00:08:04.201 I take a very business mindset when it 00:08:04.242 --> 00:08:05.802 comes to and my husband's in private 00:08:05.843 --> 00:08:06.343 practice. 00:08:06.463 --> 00:08:07.904 He's a mental health therapist, 00:08:07.964 --> 00:08:08.906 not a physical therapist. 00:08:09.745 --> 00:08:13.567 And I'm constantly like, dude, 00:08:13.588 --> 00:08:14.689 you need to implement a cancer. 00:08:14.749 --> 00:08:16.129 And it's hard, right? 00:08:16.569 --> 00:08:17.990 Because when you are a clinician, 00:08:18.031 --> 00:08:18.951 you're helping people. 00:08:19.290 --> 00:08:21.031 And so you don't want to. 00:08:21.091 --> 00:08:25.954 So my stance across the board is always 00:08:26.035 --> 00:08:30.137 like, and then you are being charged. 00:08:30.377 --> 00:08:31.297 That being said, 00:08:31.437 --> 00:08:33.057 there are exceptions to this. 00:08:33.158 --> 00:08:35.038 And that's where you sort of like training 00:08:35.099 --> 00:08:35.559 comes in. 00:08:35.620 --> 00:08:36.100 And it's like, 00:08:37.312 --> 00:08:38.774 whoever's answering the phone you need to 00:08:38.793 --> 00:08:40.615 have a standard operating procedure that 00:08:40.654 --> 00:08:43.056 goes like twenty four hours you're going 00:08:43.076 --> 00:08:45.498 to be charged x dollars that being said 00:08:45.538 --> 00:08:47.719 if there are some circumstance like life 00:08:47.778 --> 00:08:49.960 happens you know and so you're not going 00:08:50.000 --> 00:08:53.341 to charge someone who had some serious 00:08:53.402 --> 00:08:54.982 situation or whatever that prevented them 00:08:55.043 --> 00:08:56.024 but you sort of have to make that 00:08:56.063 --> 00:08:57.784 call to go like is someone lying and 00:08:57.825 --> 00:08:59.625 you know so it's really really tricky 00:09:00.447 --> 00:09:01.749 Yeah, I mean, I like it. 00:09:01.828 --> 00:09:03.009 I mean, there have to be exceptions, 00:09:03.049 --> 00:09:03.230 right? 00:09:03.269 --> 00:09:04.892 If you're in healthcare and the person has 00:09:05.133 --> 00:09:06.634 issues and the person needed to go to... 00:09:06.654 --> 00:09:06.815 I mean, 00:09:06.835 --> 00:09:08.256 how many phone calls I had when my 00:09:08.277 --> 00:09:10.198 dad had a stroke and it was like, 00:09:10.438 --> 00:09:11.179 you missed your appointment. 00:09:11.240 --> 00:09:13.162 I'm like, my dad... 00:09:14.028 --> 00:09:15.188 Could not get out of bed physically. 00:09:15.369 --> 00:09:17.470 What do you want me to do? 00:09:17.551 --> 00:09:18.650 Charge me, bro. 00:09:18.711 --> 00:09:19.412 Good luck with that. 00:09:19.892 --> 00:09:22.714 But understand that this is healthcare and 00:09:23.174 --> 00:09:25.035 that people who are in your system are 00:09:25.076 --> 00:09:26.496 by default have an issue. 00:09:26.976 --> 00:09:27.557 Most of the time, 00:09:27.577 --> 00:09:28.918 there could just be people with regular 00:09:28.958 --> 00:09:29.318 maintenance. 00:09:29.938 --> 00:09:31.980 But there have to be exceptions to this. 00:09:32.280 --> 00:09:34.623 But there have to be lines drawn because 00:09:35.342 --> 00:09:36.283 no margin, no mission. 00:09:36.724 --> 00:09:38.304 right if you're just if you're a bleeding 00:09:38.345 --> 00:09:40.186 heart you have what i call in healthcare 00:09:40.225 --> 00:09:42.047 the peace corps gene i love that about 00:09:42.086 --> 00:09:43.768 you but you will not have a roof 00:09:43.849 --> 00:09:45.809 or a staff or electricity if you don't 00:09:46.029 --> 00:09:48.091 draw a line somewhere you're exactly right 00:09:48.311 --> 00:09:49.892 and you know and i will like i 00:09:49.971 --> 00:09:51.913 know that and when i called to 00:09:53.109 --> 00:09:55.429 cancel my appointment and no one answered 00:09:55.570 --> 00:09:57.090 i didn't position it as i was canceling 00:09:57.210 --> 00:09:59.091 i called and asked um i was just 00:09:59.110 --> 00:10:00.270 wondering if you guys are going to be 00:10:00.390 --> 00:10:03.731 open tomorrow because i was not going to 00:10:03.751 --> 00:10:06.373 be you know being hit with a cancellation 00:10:06.393 --> 00:10:07.793 fee because there were three feet of snow 00:10:07.812 --> 00:10:10.634 outside that's good that's smart right 00:10:10.693 --> 00:10:12.813 which is like i'm calling but also you 00:10:12.854 --> 00:10:14.855 let what what was this that you left 00:10:14.894 --> 00:10:17.416 a voicemail what is that can you tell 00:10:17.436 --> 00:10:18.556 me about that technology how does that 00:10:18.596 --> 00:10:18.775 work 00:10:19.857 --> 00:10:20.418 Exactly. 00:10:20.498 --> 00:10:20.878 I don't know. 00:10:20.937 --> 00:10:22.818 I don't think it worked because it took 00:10:22.839 --> 00:10:24.220 four days for a human to call me 00:10:24.240 --> 00:10:27.000 back and then we're now at the point. 00:10:27.041 --> 00:10:27.780 Well, first of all, 00:10:27.841 --> 00:10:29.201 everything's bananas because we're still 00:10:29.282 --> 00:10:30.062 using faxes. 00:10:30.581 --> 00:10:31.481 But at the same time, 00:10:32.003 --> 00:10:33.202 we're leaving voicemails, 00:10:33.263 --> 00:10:35.303 which went away real fast, too, 00:10:35.323 --> 00:10:36.183 because we're like, 00:10:36.264 --> 00:10:37.605 is this going into the void? 00:10:38.504 --> 00:10:43.089 Or like a smart ops marketing experience 00:10:43.109 --> 00:10:44.831 would be, hey, at the beep, 00:10:45.051 --> 00:10:46.652 leave your message just so you know it's 00:10:46.692 --> 00:10:48.653 being transcribed and being sent to the 00:10:48.693 --> 00:10:49.414 person on call. 00:10:49.975 --> 00:10:50.134 Like, 00:10:50.174 --> 00:10:52.437 just tell me it's going to a person 00:10:52.918 --> 00:10:54.278 and that person is going to read it 00:10:54.658 --> 00:10:56.181 and will react to me or else I'm 00:10:56.240 --> 00:10:58.022 going to do what ninety nine percent of 00:10:58.462 --> 00:10:59.003 everybody else does, 00:10:59.023 --> 00:11:00.583 which is hang up and then look for 00:11:00.604 --> 00:11:02.885 an email address or something to message 00:11:02.926 --> 00:11:03.106 in. 00:11:03.187 --> 00:11:03.407 Right. 00:11:03.794 --> 00:11:06.895 yes yes yeah and that's that's if if 00:11:06.936 --> 00:11:08.657 your phones aren't being answered by ai 00:11:08.677 --> 00:11:11.118 yet which is a distinct possibility 00:11:11.138 --> 00:11:14.438 exactly yeah all right so the blizzard of 00:11:15.139 --> 00:11:17.200 two uh uh has taught us a few 00:11:17.240 --> 00:11:19.580 lessons one is pay attention to your 00:11:20.380 --> 00:11:23.682 automation operations my suggestion is be 00:11:23.741 --> 00:11:26.023 a user and jump into that and say 00:11:26.222 --> 00:11:28.462 how does this work does this work how 00:11:28.503 --> 00:11:30.203 does this work now how does it work 00:11:30.244 --> 00:11:31.663 when it snows how does it work when 00:11:31.703 --> 00:11:32.745 there's a power outage 00:11:33.404 --> 00:11:34.525 As Jessica points out, 00:11:35.067 --> 00:11:36.889 failing to plan is planning to fail. 00:11:36.948 --> 00:11:39.172 Going Coach Wooden on us. 00:11:39.272 --> 00:11:41.614 I did not see a UCLA basketball coach 00:11:41.693 --> 00:11:42.034 Wooden mention. 00:11:42.235 --> 00:11:42.595 It's so true. 00:11:42.615 --> 00:11:46.038 And it all comes back to putting the 00:11:46.058 --> 00:11:47.561 patient at the center, right? 00:11:48.182 --> 00:11:49.102 That's what it comes down to. 00:11:49.202 --> 00:11:51.725 And the other doctor who was better, 00:11:51.865 --> 00:11:52.446 that still wasn't. 00:11:52.886 --> 00:11:54.589 I had a voice message from them saying, 00:11:54.989 --> 00:11:56.330 saying hey we opened up wednesday 00:11:56.389 --> 00:11:57.970 afternoons to take care of our people who 00:11:58.009 --> 00:11:59.471 need to reschedule and i was like oh 00:11:59.490 --> 00:12:00.951 this is great i called back and they're 00:12:00.971 --> 00:12:02.471 like yeah i don't see that no anywhere 00:12:02.491 --> 00:12:04.092 we're booking into july and i was like 00:12:04.212 --> 00:12:09.375 oh no that's a whole different i'm not 00:12:09.394 --> 00:12:10.835 prepared for that topic of what to do 00:12:10.875 --> 00:12:12.535 now because because i mean that was 00:12:12.596 --> 00:12:15.716 brought up a lot um hey we're closed 00:12:15.777 --> 00:12:18.477 on tuesday for a blizzard hey clinicians 00:12:18.538 --> 00:12:21.578 prepare to work more on friday and like 00:12:21.639 --> 00:12:22.418 that sucks 00:12:24.179 --> 00:12:25.041 Not ideal. 00:12:25.100 --> 00:12:26.782 You know, I came from radio broadcasting. 00:12:26.922 --> 00:12:28.764 When we didn't do radio on Tuesday, 00:12:28.844 --> 00:12:30.725 we could only do twenty four hours of 00:12:30.764 --> 00:12:31.605 radio on Friday. 00:12:31.625 --> 00:12:33.827 We didn't do twenty four hours of radio 00:12:33.888 --> 00:12:34.447 on Friday. 00:12:34.868 --> 00:12:36.129 But this is a real thing. 00:12:36.349 --> 00:12:38.750 And I think this is where the clinician 00:12:38.811 --> 00:12:40.371 and the owner or the operator or the 00:12:40.413 --> 00:12:41.692 finances need to understand, 00:12:41.734 --> 00:12:45.355 like we're set up to pay you from. 00:12:47.216 --> 00:12:49.258 Now, I will say, if you're in operations, 00:12:49.739 --> 00:12:51.479 you need to think like an elementary 00:12:51.519 --> 00:12:52.220 school principal. 00:12:52.879 --> 00:12:54.280 You got to build in some snow days. 00:12:54.341 --> 00:12:56.201 You got to build in some cush, right? 00:12:56.481 --> 00:12:58.623 And act as if the world is going 00:12:58.643 --> 00:12:59.082 to world. 00:12:59.582 --> 00:13:01.083 And if you're just like, 00:13:01.224 --> 00:13:02.144 everything's going to be great. 00:13:02.163 --> 00:13:03.544 We're never going to have a snow day. 00:13:03.945 --> 00:13:05.066 You're going to get slapped across the 00:13:05.105 --> 00:13:07.369 face because, Jessica, 00:13:07.928 --> 00:13:09.791 failing to plan is planning to fail. 00:13:09.811 --> 00:13:10.211 That's right. 00:13:10.272 --> 00:13:11.472 Coach Wooden comes in again. 00:13:11.893 --> 00:13:13.695 So understand what those things are. 00:13:14.275 --> 00:13:15.898 I would say this is big in hiring. 00:13:16.238 --> 00:13:16.418 Like, 00:13:16.577 --> 00:13:19.201 ask what happens if we get a day 00:13:19.221 --> 00:13:19.981 where we're not open? 00:13:20.001 --> 00:13:21.243 What happens to me, the clinician? 00:13:21.263 --> 00:13:22.445 What happens to the organization? 00:13:22.764 --> 00:13:24.447 What am I responsible for? 00:13:24.547 --> 00:13:24.606 Yep. 00:13:26.206 --> 00:13:26.706 All right. 00:13:26.765 --> 00:13:29.368 Next topic after the blizzard. 00:13:29.427 --> 00:13:30.288 You tipped us off. 00:13:30.328 --> 00:13:31.830 You said everything is marketing. 00:13:32.009 --> 00:13:32.690 And I agree. 00:13:33.610 --> 00:13:35.392 I just think it's funny that we look 00:13:35.432 --> 00:13:36.873 at that because that's the lens we look 00:13:36.893 --> 00:13:37.474 at the world. 00:13:37.514 --> 00:13:38.695 But I sort of think it's true. 00:13:38.794 --> 00:13:40.096 And I'm going to treat it as true 00:13:40.355 --> 00:13:43.498 until someone proves and someone markets 00:13:43.878 --> 00:13:44.818 me otherwise. 00:13:45.399 --> 00:13:47.159 And that's in direct-to-consumer 00:13:47.200 --> 00:13:47.760 healthcare. 00:13:48.221 --> 00:13:49.481 Everything is marketing. 00:13:49.501 --> 00:13:50.721 Your front desk is marketing. 00:13:50.741 --> 00:13:52.243 Your response time is marketing. 00:13:52.783 --> 00:13:55.325 The vibes on the phone are marketing. 00:13:55.384 --> 00:13:56.206 Are you annoyed? 00:13:56.446 --> 00:13:57.125 That's marketing. 00:13:57.166 --> 00:13:58.206 Why are you annoying the phone? 00:13:58.226 --> 00:13:59.427 Your waiting room is marketing. 00:13:59.827 --> 00:14:02.188 Your cancellation policy is marketing. 00:14:02.489 --> 00:14:03.429 Did I tell you about my friend who 00:14:03.450 --> 00:14:06.052 has a nonprofit called Man Cave Health? 00:14:06.192 --> 00:14:06.412 No. 00:14:06.940 --> 00:14:09.041 So Man Cave Health essentially is under 00:14:09.061 --> 00:14:09.500 the premise. 00:14:09.581 --> 00:14:10.841 Every organization has to have like a 00:14:10.880 --> 00:14:11.902 guiding light or should. 00:14:12.642 --> 00:14:13.402 And it needs to be clear. 00:14:13.562 --> 00:14:14.263 And this is, 00:14:14.903 --> 00:14:17.104 it's just plain wrong in twenty twenty six 00:14:18.144 --> 00:14:21.384 that men, especially men of color, 00:14:21.485 --> 00:14:23.505 because they're three times more likely to 00:14:23.525 --> 00:14:25.267 be diagnosed with prostate cancer. 00:14:26.326 --> 00:14:28.087 And the problem is we have testing for 00:14:28.128 --> 00:14:28.207 it. 00:14:29.701 --> 00:14:31.722 And it's not drop your pants anymore. 00:14:31.783 --> 00:14:32.462 It's roll up your sleeve. 00:14:32.942 --> 00:14:34.644 So it's a blood test that takes ninety 00:14:34.683 --> 00:14:36.945 seconds instead of something uncomfortable 00:14:37.085 --> 00:14:37.905 with two digits. 00:14:37.985 --> 00:14:38.186 Right. 00:14:38.306 --> 00:14:39.046 It's not that anymore. 00:14:39.306 --> 00:14:40.047 This is too late. 00:14:40.506 --> 00:14:42.126 If we got rubber glove and fingers, 00:14:42.508 --> 00:14:43.368 it's a little too late. 00:14:43.888 --> 00:14:45.989 Now we have biomarkers and blood and yada, 00:14:46.009 --> 00:14:46.328 yada, yada. 00:14:46.548 --> 00:14:47.549 So like this is a thing. 00:14:47.970 --> 00:14:49.250 So how are we solving this problem? 00:14:49.630 --> 00:14:50.711 We need to tell people about it. 00:14:51.010 --> 00:14:52.611 And telling people about things is Andrea. 00:14:53.956 --> 00:14:54.797 It's marketing. 00:14:54.977 --> 00:14:55.298 Marketing. 00:14:55.678 --> 00:14:56.660 So Man Cave Health, 00:14:56.961 --> 00:14:59.326 the idea came from this guy on Long 00:14:59.407 --> 00:15:00.788 Island who went through prostate cancer, 00:15:00.830 --> 00:15:02.032 survived, and was like, 00:15:02.552 --> 00:15:03.335 this is part of my legacy. 00:15:03.355 --> 00:15:03.936 I'm going to do this. 00:15:04.852 --> 00:15:07.693 and they started redesigning the waiting 00:15:07.734 --> 00:15:09.735 rooms at like urology departments like the 00:15:09.754 --> 00:15:12.557 proctology doctors and they made them 00:15:12.897 --> 00:15:15.538 leather couches and football jerseys and 00:15:15.638 --> 00:15:19.039 espn on loop and made it feel i 00:15:19.080 --> 00:15:20.500 mean there weren't there wasn't bourbon 00:15:20.760 --> 00:15:22.581 and cigars i guess although i don't like 00:15:22.620 --> 00:15:24.322 cigars anyway but it made it feel like 00:15:24.341 --> 00:15:27.384 a man cave like welcome and then there 00:15:27.443 --> 00:15:29.544 is an outreach of they go do tailgates 00:15:30.304 --> 00:15:33.447 at sporting events where men particularly 00:15:33.486 --> 00:15:35.628 men of color already are and they go 00:15:35.988 --> 00:15:37.688 and they have and my buddy who runs 00:15:37.708 --> 00:15:40.291 this chris came from adidas he's an adidas 00:15:40.331 --> 00:15:42.972 marketing guy so what does his swag look 00:15:43.013 --> 00:15:45.813 like on point like so everybody's like yo 00:15:45.854 --> 00:15:47.394 yo yo yo where's that hat like oh 00:15:47.455 --> 00:15:49.696 they're for free over here just come talk 00:15:49.716 --> 00:15:53.599 to us for and then the discussion happens 00:15:54.703 --> 00:15:56.465 The bait is the hat. 00:15:56.585 --> 00:15:59.264 The hook is know your numbers. 00:15:59.706 --> 00:16:02.225 I love that because I can tell you 00:16:02.265 --> 00:16:04.086 the batting average of a random player on 00:16:04.106 --> 00:16:05.647 my favorite team in June, 00:16:06.388 --> 00:16:08.347 but I don't know what my prostate cancer 00:16:08.368 --> 00:16:08.827 numbers are. 00:16:08.908 --> 00:16:10.328 That's the disconnect. 00:16:10.509 --> 00:16:12.009 You take better care of your car than 00:16:12.029 --> 00:16:12.750 you do your body. 00:16:12.970 --> 00:16:13.690 And that's not okay. 00:16:13.830 --> 00:16:14.370 That's true. 00:16:14.669 --> 00:16:15.191 Not okay. 00:16:15.490 --> 00:16:16.410 But now it's not a finger. 00:16:16.591 --> 00:16:17.331 Now it's roll up your sleeve. 00:16:17.630 --> 00:16:19.292 Anyway, so everything is marketing. 00:16:20.168 --> 00:16:20.908 We've discussed this. 00:16:21.207 --> 00:16:22.849 When you say everything is marketing, 00:16:23.028 --> 00:16:24.350 Andrea, because you have said this, 00:16:24.929 --> 00:16:28.051 what do healthcare leaders in 00:16:28.130 --> 00:16:30.032 organizations misunderstand about that? 00:16:30.052 --> 00:16:32.432 Because if the leader doesn't believe us 00:16:32.592 --> 00:16:34.193 marketing yahoos, 00:16:34.754 --> 00:16:37.794 it doesn't get funded or supported or 00:16:37.835 --> 00:16:38.556 followed through. 00:16:38.816 --> 00:16:41.136 So what do the leaders misunderstand about 00:16:41.256 --> 00:16:41.657 marketing? 00:16:42.192 --> 00:16:42.653 Oh, boy. 00:16:42.854 --> 00:16:44.696 How much time do we have, Jimmy? 00:16:44.716 --> 00:16:45.797 It's forty five minutes. 00:16:45.817 --> 00:16:46.496 Forty five minutes. 00:16:46.878 --> 00:16:47.018 No. 00:16:47.057 --> 00:16:48.038 So what do they misunderstand? 00:16:48.099 --> 00:16:48.519 Like what? 00:16:48.619 --> 00:16:51.081 So what I mean by that and so 00:16:51.121 --> 00:16:52.702 what leaders need to understand about 00:16:52.763 --> 00:16:54.625 everything being marketing is every touch 00:16:54.684 --> 00:16:57.687 point with a consumer is marketing, 00:16:57.788 --> 00:16:58.349 like you said, 00:16:58.389 --> 00:16:59.889 whether it's their waiting room or the way 00:16:59.909 --> 00:17:01.351 they answer the phone or whatever that may 00:17:01.392 --> 00:17:01.591 be. 00:17:01.652 --> 00:17:02.072 And I think. 00:17:02.913 --> 00:17:04.875 you know the misunderstanding is i think 00:17:04.915 --> 00:17:06.617 marketing is just misunderstood in general 00:17:07.057 --> 00:17:09.421 and so marketing is this hard thing to 00:17:09.461 --> 00:17:12.224 grasp it's like oh well it's ads or 00:17:12.305 --> 00:17:14.047 it's a website or it's whatever it may 00:17:14.086 --> 00:17:15.868 be but it's like no marketing is 00:17:15.970 --> 00:17:17.211 everything you're doing 00:17:18.132 --> 00:17:21.096 within like interacting with people that 00:17:21.135 --> 00:17:22.797 you want to be your customers and then 00:17:22.857 --> 00:17:23.979 keep them your customers. 00:17:24.459 --> 00:17:26.602 And so I think that's sort of the 00:17:26.682 --> 00:17:28.344 it's the some people think about marketing 00:17:28.403 --> 00:17:28.663 is like, 00:17:28.683 --> 00:17:30.105 let's run some ads to get people in 00:17:30.125 --> 00:17:30.546 the door. 00:17:30.987 --> 00:17:32.949 But it's the that is marketing. 00:17:33.028 --> 00:17:33.950 But it's the end to end. 00:17:34.230 --> 00:17:35.270 Once someone's my customer, 00:17:35.290 --> 00:17:36.573 how do I then keep or patient? 00:17:36.593 --> 00:17:37.294 How do I keep them 00:17:37.753 --> 00:17:38.453 make them happy, 00:17:38.534 --> 00:17:40.355 want them to tell other people about us, 00:17:41.036 --> 00:17:42.436 whether it's their friend or someone on 00:17:42.477 --> 00:17:43.017 Facebook. 00:17:43.497 --> 00:17:45.038 And so it's really that sort of end 00:17:45.057 --> 00:17:45.817 to end piece. 00:17:45.857 --> 00:17:47.419 And so it's not just ads. 00:17:47.459 --> 00:17:49.200 It goes across its operations. 00:17:49.240 --> 00:17:49.881 It's clinical. 00:17:49.961 --> 00:17:50.661 I mean, it's all of it. 00:17:50.681 --> 00:17:51.882 And I don't remember if I've talked on 00:17:51.942 --> 00:17:52.481 here about it. 00:17:52.682 --> 00:17:53.623 You know, I worked many, 00:17:53.663 --> 00:17:56.763 many years ago with a health care brand 00:17:56.825 --> 00:17:58.325 that had a lot of locations. 00:17:58.365 --> 00:17:59.806 And one thing I did was I went 00:18:00.467 --> 00:18:02.887 and audited the patient experience and I 00:18:03.048 --> 00:18:04.568 pretended to be a patient. 00:18:05.548 --> 00:18:06.130 Cash pay. 00:18:06.190 --> 00:18:07.951 So don't get me in insurance trouble here. 00:18:08.010 --> 00:18:11.653 But and oh, this was the doctor. 00:18:11.874 --> 00:18:12.134 You know, 00:18:12.253 --> 00:18:15.196 your Google search is is not worth as 00:18:15.237 --> 00:18:17.678 much as my degree. 00:18:17.778 --> 00:18:18.598 And so, you know, 00:18:18.759 --> 00:18:21.240 the way a doctor or provider interacts 00:18:21.280 --> 00:18:22.521 with a patient is marketing. 00:18:22.561 --> 00:18:24.143 Like if I feel like I'm being 00:18:24.584 --> 00:18:26.865 misunderstood or they're gaslighting me or 00:18:26.904 --> 00:18:28.286 they're like rushing me through or 00:18:28.306 --> 00:18:28.946 something like that, 00:18:28.967 --> 00:18:29.767 like that's marketing. 00:18:29.847 --> 00:18:30.788 I don't want to come back. 00:18:31.729 --> 00:18:32.328 So it's all of it. 00:18:32.348 --> 00:18:33.769 And I think that is that is sometimes 00:18:33.809 --> 00:18:34.391 misunderstood. 00:18:34.829 --> 00:18:35.150 Yeah. 00:18:35.170 --> 00:18:38.191 I would say that where are the ads? 00:18:38.330 --> 00:18:39.490 Where's the funnies? 00:18:39.770 --> 00:18:41.270 Where's the YouTube video? 00:18:41.931 --> 00:18:43.711 My niece, who's nineteen, 00:18:44.291 --> 00:18:46.092 says our Instagram page sucks. 00:18:46.811 --> 00:18:47.972 Can we make it cooler? 00:18:48.313 --> 00:18:51.113 And it's like, you know, 00:18:51.272 --> 00:18:52.413 we've known each other for a year or 00:18:52.433 --> 00:18:53.453 two, right? 00:18:53.534 --> 00:18:54.614 If we ever played poker, 00:18:54.653 --> 00:18:55.374 I would tell you, 00:18:55.953 --> 00:18:56.693 I probably wouldn't tell you, 00:18:56.733 --> 00:18:57.875 but like you have a tell. 00:18:59.914 --> 00:19:00.615 And I've seen it. 00:19:01.056 --> 00:19:01.915 It's very clear. 00:19:01.935 --> 00:19:03.136 I don't know if your husband knows this. 00:19:03.196 --> 00:19:03.778 He must. 00:19:03.817 --> 00:19:04.278 I'm sorry. 00:19:04.298 --> 00:19:04.678 He knows. 00:19:04.698 --> 00:19:05.078 Yeah. 00:19:05.118 --> 00:19:05.878 Here's your tell. 00:19:06.298 --> 00:19:08.181 When someone comes to you and is like, 00:19:09.060 --> 00:19:11.462 problem, potential solution. 00:19:12.002 --> 00:19:13.423 People always run into a marketer's office 00:19:13.964 --> 00:19:17.366 with a giant thing that needs to be 00:19:17.386 --> 00:19:18.867 done now or else the world ends. 00:19:19.208 --> 00:19:20.068 And then they fling it at you and 00:19:20.088 --> 00:19:20.469 they leave. 00:19:21.846 --> 00:19:23.807 your tell is this, like someone's like, 00:19:24.107 --> 00:19:24.367 Hey, 00:19:24.748 --> 00:19:26.648 we got to increase inbound leads and we 00:19:26.669 --> 00:19:27.990 got to change the website to do it. 00:19:28.009 --> 00:19:30.132 We got to run ads and we have 00:19:30.172 --> 00:19:30.612 no budget. 00:19:30.852 --> 00:19:31.332 And your, 00:19:31.471 --> 00:19:35.454 your tell is this like you're a big 00:19:35.595 --> 00:19:37.836 inhale and hold for like a hot second. 00:19:37.916 --> 00:19:38.737 And then cause you're like, 00:19:38.836 --> 00:19:39.498 I can see it. 00:19:39.657 --> 00:19:41.878 You're like, you're like, um, 00:19:41.898 --> 00:19:44.800 you're like Zach Galifianakis in, uh, 00:19:44.820 --> 00:19:46.261 what's the movie where they go to Vegas 00:19:46.382 --> 00:19:47.583 on the bachelor party? 00:19:47.603 --> 00:19:49.924 Um, uh, yeah. 00:19:49.944 --> 00:19:50.285 Oh my God. 00:19:50.305 --> 00:19:50.625 Hangover. 00:19:50.904 --> 00:19:51.346 Hangover. 00:19:51.465 --> 00:19:51.605 Yeah. 00:19:51.945 --> 00:19:53.126 and he's like got the math and he's 00:19:53.146 --> 00:19:55.086 doing that yeah that means he goes and 00:19:55.106 --> 00:19:56.887 he's playing blackjack turns out he's a g 00:19:57.288 --> 00:19:58.729 i can see you doing that because i 00:19:58.769 --> 00:20:00.329 do the same thing that's why that's why 00:20:00.390 --> 00:20:02.931 i can spot it because it's like okay 00:20:03.651 --> 00:20:05.071 where's the actual problem 00:20:06.460 --> 00:20:07.839 have we fixed this already? 00:20:07.880 --> 00:20:08.740 And you just don't know. 00:20:08.780 --> 00:20:09.621 Let's start with that. 00:20:09.641 --> 00:20:09.800 Like, 00:20:09.961 --> 00:20:11.361 isn't it a problem we have already 00:20:11.401 --> 00:20:11.701 addressed? 00:20:12.342 --> 00:20:14.001 If not, where do we start? 00:20:14.041 --> 00:20:15.163 Do we have the resources? 00:20:15.583 --> 00:20:17.663 Which project would you like me to pause 00:20:17.782 --> 00:20:18.403 to now take? 00:20:19.183 --> 00:20:20.463 I can only fight one fire at a 00:20:20.503 --> 00:20:20.743 time. 00:20:20.763 --> 00:20:21.864 That's how fire trucks work. 00:20:21.884 --> 00:20:22.785 Right. 00:20:22.865 --> 00:20:23.964 Only one at a time. 00:20:24.005 --> 00:20:26.246 So I think the thing that most healthcare 00:20:26.286 --> 00:20:27.865 leaders are is they don't understand it. 00:20:28.586 --> 00:20:29.386 Like, where is it? 00:20:30.166 --> 00:20:30.446 And 00:20:31.800 --> 00:20:33.382 I see this a lot now. 00:20:34.303 --> 00:20:36.585 Go just for funsies, 00:20:36.724 --> 00:20:39.307 go to Indeed and Google like director of 00:20:39.346 --> 00:20:43.470 marketing and then scroll down and go to 00:20:43.549 --> 00:20:44.510 responsibilities. 00:20:45.112 --> 00:20:45.451 Oh, it's... 00:20:46.393 --> 00:20:47.913 I got into it with someone in the 00:20:47.953 --> 00:20:48.334 comments. 00:20:48.354 --> 00:20:50.855 This was an APTA state chapter who was 00:20:50.875 --> 00:20:52.917 looking to pay someone to be a director 00:20:52.938 --> 00:20:53.738 of marketing for them. 00:20:54.239 --> 00:20:57.800 And then the list of things they needed 00:20:57.840 --> 00:21:00.403 to be able to do was... 00:21:01.243 --> 00:21:02.704 an entire team. 00:21:02.884 --> 00:21:05.286 And I literally wrote, my response was, 00:21:05.567 --> 00:21:06.727 if you find this person, 00:21:07.027 --> 00:21:09.229 I'll work for that person for free just 00:21:09.269 --> 00:21:10.569 to learn how to do all that shit. 00:21:10.609 --> 00:21:10.849 Right. 00:21:10.869 --> 00:21:12.530 Because it wasn't one job. 00:21:12.790 --> 00:21:16.492 It's SEO, it's web design, it's strategy. 00:21:19.234 --> 00:21:21.316 Now, can a good director of marketing... 00:21:22.348 --> 00:21:24.412 handle all those problems absolutely 00:21:25.012 --> 00:21:26.394 understanding that out of the twelve 00:21:26.434 --> 00:21:28.196 things you want me to be able to 00:21:28.237 --> 00:21:30.840 do i can do six of them myself 00:21:31.442 --> 00:21:33.223 b plus or better that's what you're asking 00:21:33.243 --> 00:21:36.788 for right and then can i hire 00:21:38.564 --> 00:21:42.468 or freelancers that can do A, B, 00:21:42.528 --> 00:21:42.968 and C? 00:21:42.988 --> 00:21:44.589 Do you need a full-time web designer? 00:21:44.789 --> 00:21:44.930 No, 00:21:44.990 --> 00:21:46.311 you're going to hire that person for a 00:21:46.392 --> 00:21:47.752 job and it's going to be done. 00:21:47.894 --> 00:21:48.994 So I don't need to know web design. 00:21:49.115 --> 00:21:49.976 Why is that on my list? 00:21:50.276 --> 00:21:51.478 Do I need to understand what your website 00:21:51.518 --> 00:21:52.699 needs to do and what it doesn't do? 00:21:52.818 --> 00:21:53.799 Yes, different. 00:21:54.039 --> 00:21:57.203 So this is the biggest tale of all 00:21:57.243 --> 00:21:58.085 in showing of the cards. 00:21:58.244 --> 00:21:58.905 You don't get it. 00:21:59.923 --> 00:22:01.683 Because I see your job descriptions and 00:22:01.723 --> 00:22:03.885 they are bananas. 00:22:04.346 --> 00:22:05.185 It is bananas. 00:22:05.567 --> 00:22:05.987 Also, Jimmy, 00:22:06.007 --> 00:22:08.909 we've known each other for three years. 00:22:09.028 --> 00:22:10.230 What's my tell? 00:22:10.250 --> 00:22:11.971 No, I don't know your tell. 00:22:12.171 --> 00:22:13.132 It's maybe similar. 00:22:13.172 --> 00:22:14.272 And when I'm taking the deep breath, 00:22:14.313 --> 00:22:15.953 I'm also regulating my nervous system. 00:22:15.973 --> 00:22:16.294 Oh, I bet. 00:22:16.314 --> 00:22:17.474 Yeah, because it's not easy. 00:22:18.682 --> 00:22:20.124 But I'm doing all of those things that 00:22:20.144 --> 00:22:20.464 you said. 00:22:20.744 --> 00:22:21.945 And it's the same thing, right? 00:22:22.567 --> 00:22:24.788 And it's because you want to solve the 00:22:24.828 --> 00:22:25.569 real problem. 00:22:25.609 --> 00:22:27.050 And so you're not just reacting. 00:22:27.711 --> 00:22:29.252 We both do the same thing because you're 00:22:29.272 --> 00:22:29.713 exactly right. 00:22:29.733 --> 00:22:30.535 You go, 00:22:30.555 --> 00:22:31.596 what is it that you're actually trying to 00:22:31.655 --> 00:22:32.115 solve? 00:22:32.296 --> 00:22:33.416 What is it that I need to pause 00:22:33.436 --> 00:22:34.298 to actually get there? 00:22:34.337 --> 00:22:35.598 Because it's not just like... 00:22:36.299 --> 00:22:37.862 create an Instagram account because your 00:22:37.922 --> 00:22:39.223 niece said, it's like, 00:22:39.243 --> 00:22:40.265 let me pull back and go like, 00:22:40.385 --> 00:22:41.247 who are we trying to target? 00:22:41.287 --> 00:22:42.107 What else are we doing? 00:22:42.147 --> 00:22:43.028 What's the right message? 00:22:43.068 --> 00:22:44.230 Who's going to do this for us? 00:22:44.270 --> 00:22:45.432 Who's creating the content? 00:22:45.972 --> 00:22:47.714 Why is this going to add value? 00:22:48.175 --> 00:22:49.257 And so on and so on and so 00:22:49.317 --> 00:22:49.377 on. 00:22:50.272 --> 00:22:52.232 Yeah, it's it's simple. 00:22:52.313 --> 00:22:53.153 It's just not easy. 00:22:53.453 --> 00:22:53.634 I mean, 00:22:53.693 --> 00:22:56.173 I explained to people like people know me 00:22:56.193 --> 00:22:56.753 and they're like, oh, 00:22:56.794 --> 00:22:57.674 you were a radio DJ. 00:22:57.714 --> 00:22:58.694 I'm like, I was. 00:22:58.914 --> 00:22:59.255 Yes. 00:23:00.115 --> 00:23:01.855 And then I got promoted to program 00:23:01.875 --> 00:23:02.195 director, 00:23:02.215 --> 00:23:03.576 which means I got to run the radio 00:23:03.615 --> 00:23:03.895 station. 00:23:03.915 --> 00:23:04.415 So everybody's like, 00:23:04.435 --> 00:23:06.016 so you got to pick all the songs. 00:23:06.156 --> 00:23:07.656 And I was like, sort of. 00:23:07.696 --> 00:23:07.997 Yes. 00:23:08.017 --> 00:23:09.237 But I actually put someone else in charge 00:23:09.257 --> 00:23:10.758 of that because that's called delegation. 00:23:10.978 --> 00:23:12.298 But I did that job for a while. 00:23:13.117 --> 00:23:14.398 Finally, I started saying, 00:23:14.919 --> 00:23:16.019 what does your job entail? 00:23:16.079 --> 00:23:17.780 If someone actually ever bothered to ask. 00:23:18.060 --> 00:23:19.882 And I was like, do you listen? 00:23:19.902 --> 00:23:20.702 This is years ago. 00:23:20.903 --> 00:23:22.163 Do you listen to radio station? 00:23:22.182 --> 00:23:22.743 They go, yes. 00:23:22.824 --> 00:23:22.983 I go, 00:23:23.104 --> 00:23:24.384 I'm responsible for everything you see in 00:23:24.444 --> 00:23:24.565 here. 00:23:24.585 --> 00:23:27.767 And they're like, that feels like a lot. 00:23:27.787 --> 00:23:28.946 I go, yeah. 00:23:29.988 --> 00:23:30.167 Yeah. 00:23:30.407 --> 00:23:33.289 That's why I get paid the medium bucks. 00:23:33.390 --> 00:23:35.050 Because I'm responsible for everything. 00:23:35.959 --> 00:23:36.999 And by seeing here, 00:23:37.019 --> 00:23:38.299 when I started in radio, 00:23:38.799 --> 00:23:41.181 websites for radio stations were like sort 00:23:41.221 --> 00:23:43.582 of just being taken seriously. 00:23:43.622 --> 00:23:44.582 They'd been a thing, 00:23:44.622 --> 00:23:45.903 but now it was like serious. 00:23:46.343 --> 00:23:47.262 Now it was like, oh, 00:23:47.303 --> 00:23:48.403 we need a digital presence. 00:23:48.784 --> 00:23:49.584 What's that? 00:23:50.003 --> 00:23:51.184 So I had to sort of figure that 00:23:51.265 --> 00:23:53.125 out with my colleagues when a digital 00:23:53.165 --> 00:23:54.625 presence wasn't a digital presence. 00:23:54.826 --> 00:23:55.886 When social came around, 00:23:56.707 --> 00:23:57.227 I had to be like, 00:23:57.688 --> 00:23:58.729 I think we should embrace this. 00:23:58.788 --> 00:24:00.390 And everybody's like, this is stupid. 00:24:00.450 --> 00:24:01.611 It's going to be gone in two weeks. 00:24:01.851 --> 00:24:02.211 And I'm like, 00:24:02.611 --> 00:24:04.673 it looks like it's still here. 00:24:04.692 --> 00:24:05.573 I saw that going. 00:24:05.712 --> 00:24:06.814 I don't know what this is. 00:24:06.834 --> 00:24:08.275 I'm not trying to say I'm Nostradamus, 00:24:08.655 --> 00:24:09.675 but it's going to be a thing. 00:24:09.816 --> 00:24:10.096 Why? 00:24:10.356 --> 00:24:11.478 Because everyone's losing it. 00:24:11.778 --> 00:24:12.258 Exactly. 00:24:12.538 --> 00:24:13.019 That's why. 00:24:13.459 --> 00:24:16.240 So I think the disconnect here can really 00:24:16.300 --> 00:24:17.000 screw up marketing. 00:24:17.040 --> 00:24:17.981 And you've said this before, 00:24:18.321 --> 00:24:19.663 marketing in the C-suite, 00:24:19.702 --> 00:24:20.804 if you're at the C-suite level, 00:24:20.824 --> 00:24:22.464 has the shortest tenure because 00:24:22.605 --> 00:24:24.006 expectation and reality, 00:24:24.467 --> 00:24:25.847 expectation and... 00:24:27.296 --> 00:24:28.876 actually being able to deliver on what you 00:24:28.936 --> 00:24:32.378 think it is probably isn't a skill issue 00:24:32.499 --> 00:24:33.660 or you picked the wrong person. 00:24:33.940 --> 00:24:36.642 You expected something and got something 00:24:36.721 --> 00:24:36.961 else. 00:24:36.981 --> 00:24:37.461 Exactly. 00:24:38.343 --> 00:24:39.242 My lead all the time is, 00:24:39.303 --> 00:24:40.824 what's good look like when we're done 00:24:40.884 --> 00:24:41.064 here? 00:24:41.163 --> 00:24:42.585 And when they're like, it's this. 00:24:42.605 --> 00:24:44.086 I'm like, I'm not starting this. 00:24:44.286 --> 00:24:44.885 That's not possible. 00:24:45.186 --> 00:24:45.886 We're not going to hit that. 00:24:46.047 --> 00:24:47.248 And then you're going to be mad at 00:24:47.327 --> 00:24:47.407 me. 00:24:47.508 --> 00:24:48.669 And it's not because I'm not... 00:24:50.415 --> 00:24:52.676 Usually, overwhelmingly, we can do that. 00:24:53.136 --> 00:24:53.636 I am. 00:24:54.157 --> 00:24:55.298 I've actually started dialing it back 00:24:55.317 --> 00:24:56.417 because I'm like, in six months, 00:24:56.438 --> 00:24:57.259 you're going to look at me and look 00:24:57.278 --> 00:24:58.118 at the scoreboard and go, 00:24:58.378 --> 00:24:59.199 how come that didn't happen? 00:24:59.219 --> 00:24:59.759 I'm going to go, well, 00:24:59.778 --> 00:25:01.160 I sort of knew it wasn't going to 00:25:01.200 --> 00:25:02.299 happen in the beginning because that's 00:25:02.380 --> 00:25:03.020 bananas. 00:25:03.500 --> 00:25:04.980 I thought we were both on the same 00:25:05.000 --> 00:25:07.642 page that this was aspirational, right? 00:25:07.961 --> 00:25:09.083 Telling your nine-year-old you're going to 00:25:09.103 --> 00:25:09.682 be a gold medalist. 00:25:09.742 --> 00:25:11.303 Am I in for the ride? 00:25:11.403 --> 00:25:11.743 Yes. 00:25:12.104 --> 00:25:12.923 Do I think it's going to happen? 00:25:13.163 --> 00:25:13.604 Absolutely. 00:25:13.624 --> 00:25:14.845 When it doesn't, am I pissed? 00:25:14.904 --> 00:25:15.105 No. 00:25:15.924 --> 00:25:17.411 But what are we signing up for and 00:25:17.451 --> 00:25:19.178 what does good look like needs to be 00:25:19.238 --> 00:25:21.506 defined before you take the job. 00:25:21.846 --> 00:25:22.826 setting expectations. 00:25:22.885 --> 00:25:24.606 I mean, it's that's the disconnect, right? 00:25:24.626 --> 00:25:25.047 Like that's, 00:25:25.626 --> 00:25:26.626 and it's hard to in marketing, 00:25:26.646 --> 00:25:27.926 because sometimes you just don't know what 00:25:27.946 --> 00:25:28.606 you don't know, like, 00:25:28.626 --> 00:25:29.826 you don't know what you're going to 00:25:29.886 --> 00:25:30.367 encounter. 00:25:30.528 --> 00:25:32.268 And so in my day to day, 00:25:32.367 --> 00:25:34.647 I may think I'm going to solve like 00:25:34.667 --> 00:25:34.988 this week, 00:25:35.028 --> 00:25:36.648 I may think I'm going to solve this 00:25:36.689 --> 00:25:37.249 big thing. 00:25:37.388 --> 00:25:38.949 And then someone brings to my attention 00:25:38.969 --> 00:25:41.109 that our patient experience, you know, 00:25:41.190 --> 00:25:42.849 involves sending out a survey when someone 00:25:42.890 --> 00:25:43.670 hasn't had a visit. 00:25:43.690 --> 00:25:44.630 And then I go, Hey, ops, 00:25:44.650 --> 00:25:47.471 we need to work on this together. 00:25:47.550 --> 00:25:48.651 And that's, that's marketing. 00:25:49.090 --> 00:25:49.872 Yep, agreed. 00:25:50.673 --> 00:25:51.834 And we have to stay. 00:25:52.474 --> 00:25:52.634 I mean, 00:25:52.675 --> 00:25:53.817 this is where you should almost like talk 00:25:53.836 --> 00:25:55.980 yourself out of a job, 00:25:56.119 --> 00:25:57.621 like get to the know as quickly as 00:25:57.662 --> 00:25:59.943 possible, maybe because if you hire me, 00:26:00.044 --> 00:26:00.224 I mean, 00:26:00.244 --> 00:26:01.566 we both know a situation I was put 00:26:01.586 --> 00:26:04.269 in where I like eight insane jobs. 00:26:05.729 --> 00:26:07.029 I was put in charge of like, 00:26:07.289 --> 00:26:08.750 you're going to revolutionize social. 00:26:08.769 --> 00:26:09.530 I don't know what that means. 00:26:09.590 --> 00:26:10.431 What does revolutionize? 00:26:11.171 --> 00:26:12.372 I made everything Spanish. 00:26:12.612 --> 00:26:13.352 Congratulations. 00:26:13.412 --> 00:26:14.673 It's now revolutionized. 00:26:15.073 --> 00:26:15.272 What? 00:26:15.813 --> 00:26:17.013 You're also going to work in M&A. 00:26:17.193 --> 00:26:18.874 I've never done that, but okay. 00:26:19.355 --> 00:26:21.535 You're going to revolutionize talent 00:26:21.595 --> 00:26:22.155 acquisition. 00:26:22.756 --> 00:26:23.096 Okay. 00:26:23.135 --> 00:26:25.156 No experience in that, but here I am. 00:26:25.196 --> 00:26:25.696 I got boots. 00:26:25.717 --> 00:26:26.297 Let's put them on. 00:26:26.336 --> 00:26:27.017 Let's get to work. 00:26:27.417 --> 00:26:29.478 So being able to be realistic and push 00:26:29.518 --> 00:26:30.558 back a little bit and be like, 00:26:30.598 --> 00:26:32.480 does this feel like one job or seven? 00:26:32.859 --> 00:26:33.160 Right. 00:26:33.539 --> 00:26:33.640 Yeah. 00:26:34.260 --> 00:26:36.402 Because you're not doing seven jobs, 00:26:36.422 --> 00:26:37.022 you're doing one. 00:26:37.123 --> 00:26:38.624 Why am I tasked with seven? 00:26:38.703 --> 00:26:41.006 I can do one job well. 00:26:41.406 --> 00:26:43.409 I can half-ass seven things or I can 00:26:43.469 --> 00:26:44.490 whole-ass one thing. 00:26:44.569 --> 00:26:45.589 Which one do you want me to do? 00:26:45.911 --> 00:26:46.971 I like to whole-ass things. 00:26:46.991 --> 00:26:48.532 All right, let's zoom out. 00:26:48.893 --> 00:26:51.035 You've said before that you're not 00:26:51.075 --> 00:26:54.117 competing with the clinic down the street, 00:26:54.157 --> 00:26:56.200 or I should say just the clinic down 00:26:56.220 --> 00:26:56.539 the street. 00:26:56.559 --> 00:26:58.422 You're competing with Amazon, 00:26:58.942 --> 00:27:00.403 banking apps, DoorDash, 00:27:01.314 --> 00:27:04.877 TV, podcasts, everybody else's life, 00:27:04.917 --> 00:27:06.019 their kids, their problems. 00:27:06.619 --> 00:27:07.981 And healthcare is complex. 00:27:08.281 --> 00:27:10.945 Access doesn't have to be, or I said, 00:27:10.965 --> 00:27:11.886 shouldn't have to be. 00:27:12.667 --> 00:27:14.108 How many, you know, ask yourself, 00:27:14.128 --> 00:27:15.471 how many clicks does it take to book 00:27:15.490 --> 00:27:16.471 an eval at your clinic? 00:27:17.192 --> 00:27:18.693 Can someone book without calling? 00:27:18.733 --> 00:27:20.015 Can I do it without my hands? 00:27:20.555 --> 00:27:23.457 Do I need to print forms before I 00:27:23.517 --> 00:27:24.017 come? 00:27:24.417 --> 00:27:25.538 You have a printer. 00:27:25.999 --> 00:27:27.259 Isn't this part of the service? 00:27:27.278 --> 00:27:28.599 Do you answer the phone live? 00:27:29.161 --> 00:27:30.441 All these things are friction. 00:27:30.741 --> 00:27:34.503 If ordering groceries to my hotel... 00:27:34.523 --> 00:27:35.704 When I go on business trips... 00:27:37.334 --> 00:27:38.054 power move. 00:27:38.275 --> 00:27:39.556 If I'm there for more than three days, 00:27:39.635 --> 00:27:41.057 I do a DoorDash order and I'm like, 00:27:41.436 --> 00:27:43.799 apples, Starbucks in the bottle. 00:27:44.599 --> 00:27:45.201 I know it's like, oh, 00:27:45.221 --> 00:27:45.941 it's a hundred dollars. 00:27:46.001 --> 00:27:46.221 I go, 00:27:46.422 --> 00:27:48.284 you know what one meal at the hotel 00:27:49.003 --> 00:27:49.704 restaurant is? 00:27:49.744 --> 00:27:50.846 It's four million dollars. 00:27:50.885 --> 00:27:52.287 So I'm like, juice versus squeeze. 00:27:52.307 --> 00:27:55.230 But understanding if ordering groceries is 00:27:55.329 --> 00:27:56.371 easier than booking an appointment, 00:27:57.090 --> 00:27:58.211 that's not a marketing issue. 00:27:58.231 --> 00:27:59.272 That's friction, 00:27:59.453 --> 00:28:01.434 except I learned this great quote. 00:28:01.454 --> 00:28:01.976 You might like this. 00:28:03.242 --> 00:28:04.263 It might not be my fault, 00:28:04.624 --> 00:28:05.463 but it is my problem, 00:28:05.804 --> 00:28:07.605 which is I didn't pick what app we're 00:28:07.704 --> 00:28:08.665 using that sucks. 00:28:09.246 --> 00:28:10.166 That's not my fault, 00:28:10.666 --> 00:28:12.127 but it is my problem. 00:28:12.147 --> 00:28:13.628 And I can bitch about it or I 00:28:13.669 --> 00:28:16.009 can do something better than bitching 00:28:16.029 --> 00:28:17.330 about it, which is, I don't know, bitch, 00:28:17.371 --> 00:28:19.031 but strategic strategy. 00:28:19.471 --> 00:28:21.232 So what are the biggest friction points 00:28:21.353 --> 00:28:24.815 you see in we'll go with direct to 00:28:24.855 --> 00:28:26.996 consumer health care right now? 00:28:27.056 --> 00:28:28.856 Where does the friction lie? 00:28:28.876 --> 00:28:29.637 Where are the bottlenecks? 00:28:29.657 --> 00:28:30.397 Where are the big ones? 00:28:30.999 --> 00:28:32.798 So if I still can't book an appointment 00:28:32.818 --> 00:28:33.839 without calling, 00:28:34.299 --> 00:28:36.539 that is a huge friction point because I'm 00:28:36.660 --> 00:28:38.140 not going to do it. 00:28:38.420 --> 00:28:40.000 Like I am just, I'm not, 00:28:40.141 --> 00:28:41.080 and I will go, 00:28:41.161 --> 00:28:42.681 I'll scroll right down to the next one 00:28:42.701 --> 00:28:43.500 and go, can I, 00:28:43.661 --> 00:28:44.761 and I've done this recently. 00:28:45.842 --> 00:28:46.761 That's a huge friction point. 00:28:46.781 --> 00:28:48.241 And it's not because people don't want to 00:28:48.261 --> 00:28:49.942 pick up the phone or they're lazy or 00:28:49.982 --> 00:28:50.722 they're not comfortable. 00:28:50.742 --> 00:28:52.182 Like you are just, 00:28:52.583 --> 00:28:54.123 I just talked with a prospect about this 00:28:54.182 --> 00:28:54.623 recently. 00:28:54.663 --> 00:28:57.683 Like, you know, moms, depending on what, 00:28:58.223 --> 00:28:59.285 part of healthcare you're in, 00:28:59.785 --> 00:29:01.486 but we can just zoom back and say 00:29:01.526 --> 00:29:02.645 not even moms, women, right? 00:29:02.685 --> 00:29:04.707 Like women are the primary healthcare 00:29:04.727 --> 00:29:05.487 decision makers, 00:29:05.906 --> 00:29:07.627 they are scheduling appointments, 00:29:07.647 --> 00:29:08.387 they're doing the research, 00:29:08.407 --> 00:29:09.108 they're doing the whole thing. 00:29:09.989 --> 00:29:11.710 And then if you are targeting a mom, 00:29:11.769 --> 00:29:11.930 right? 00:29:11.950 --> 00:29:12.930 So I'll just speak for myself, 00:29:12.950 --> 00:29:13.490 for example, 00:29:13.790 --> 00:29:16.011 I am doing things on my phone when 00:29:16.271 --> 00:29:17.231 I'm making dinner, 00:29:17.711 --> 00:29:20.554 when I'm literally at a stoplight going, 00:29:20.693 --> 00:29:22.233 oh shoot, I forgot to do that, 00:29:22.413 --> 00:29:24.234 I forgot to schedule that appointment, 00:29:24.275 --> 00:29:25.596 and then I'm online and I'm scheduling the 00:29:25.615 --> 00:29:25.955 appointment. 00:29:26.756 --> 00:29:28.576 um but even if you're not that busy 00:29:28.676 --> 00:29:30.178 right like you just want the ease of 00:29:30.218 --> 00:29:31.838 being able to go oh shoot it's eleven 00:29:31.878 --> 00:29:34.861 o'clock at night i finally stopped working 00:29:34.901 --> 00:29:36.801 for the day i'm like relaxing or whatever 00:29:36.821 --> 00:29:37.843 you're doing like i need to be able 00:29:37.883 --> 00:29:39.463 to schedule that so that's a huge friction 00:29:39.503 --> 00:29:42.506 point um and i think what happens is 00:29:42.566 --> 00:29:46.468 and you know this right like organizations 00:29:46.587 --> 00:29:50.290 will often create the experience based on 00:29:50.310 --> 00:29:53.051 their internal process rather than have 00:29:53.231 --> 00:29:55.034 their internal process fit 00:29:56.077 --> 00:29:59.160 the patient experience that's not like 00:29:59.259 --> 00:30:00.759 that is not a good excuse and so 00:30:00.779 --> 00:30:02.740 like you said like it's not my fault 00:30:02.821 --> 00:30:04.942 but but it's my problem so if if 00:30:05.002 --> 00:30:07.064 we have these tools to help our people 00:30:07.104 --> 00:30:08.605 but it's actually not working because like 00:30:08.664 --> 00:30:11.425 oh it didn't plug into the emr or 00:30:11.445 --> 00:30:13.166 it's not plugging into the email to like 00:30:13.487 --> 00:30:15.988 trigger that like okay sorry but figure it 00:30:16.067 --> 00:30:17.749 out like figure out what tool is actually 00:30:17.788 --> 00:30:19.789 going to get us there solve the problem 00:30:19.829 --> 00:30:21.990 right solve the problem if that's that's 00:30:22.172 --> 00:30:22.811 that's the problem 00:30:23.500 --> 00:30:26.642 Um, I did a series on Instagram yesterday. 00:30:26.922 --> 00:30:27.561 This is what I do. 00:30:27.602 --> 00:30:29.143 Like if I'm like on a lazy Sunday, 00:30:29.222 --> 00:30:30.163 I had a hockey game. 00:30:30.222 --> 00:30:32.284 I still play like forty year old man 00:30:32.324 --> 00:30:34.806 hockey and I'm like, I got to rest. 00:30:34.826 --> 00:30:37.007 I don't want to pull a hammy. 00:30:37.606 --> 00:30:38.788 So I'm sitting around watching TV, 00:30:38.827 --> 00:30:39.887 which is something I don't normally do. 00:30:40.288 --> 00:30:42.189 And then I don't really watch TV. 00:30:42.288 --> 00:30:43.890 I have TV on and then I'm playing 00:30:43.930 --> 00:30:44.490 with other things. 00:30:44.970 --> 00:30:45.570 I did a video. 00:30:45.651 --> 00:30:47.372 I did a series of seven videos while 00:30:47.392 --> 00:30:48.551 I was watching TV yesterday. 00:30:49.272 --> 00:30:50.012 I played around with 00:30:52.115 --> 00:30:54.455 Seven ways to flip healthcare recruiting a 00:30:54.497 --> 00:30:55.176 hundred eighty degrees. 00:30:55.396 --> 00:30:56.518 Like let's revolutionize it. 00:30:57.398 --> 00:30:57.959 Even though I've not, 00:30:58.138 --> 00:30:59.200 I've been in healthcare recruiting, 00:30:59.220 --> 00:30:59.901 but not primarily. 00:30:59.980 --> 00:31:01.561 I've been in marketing and part of the 00:31:01.582 --> 00:31:02.682 marketing motion was healthcare 00:31:02.722 --> 00:31:03.463 recruiting, right? 00:31:03.544 --> 00:31:04.384 So I was like, I don't know, 00:31:04.565 --> 00:31:06.726 let's go bananas and let's have fun. 00:31:07.166 --> 00:31:08.627 And did I play around with AI and 00:31:08.667 --> 00:31:09.048 push it? 00:31:09.268 --> 00:31:10.509 And it gave me fifty ideas and I 00:31:10.528 --> 00:31:12.490 go, great, now give me the top seven, 00:31:12.590 --> 00:31:13.672 rank it by virality, 00:31:14.452 --> 00:31:16.493 rank it by things people are going to 00:31:16.513 --> 00:31:18.155 be pissed at me for saying because it's 00:31:18.336 --> 00:31:20.958 wrong and you can't do that, right? 00:31:21.498 --> 00:31:22.900 And then I made quick videos, you know, 00:31:22.960 --> 00:31:24.621 minute and a half long videos explaining 00:31:24.661 --> 00:31:26.202 the idea and why I was on the 00:31:26.222 --> 00:31:26.423 list. 00:31:26.462 --> 00:31:28.144 And then I did a countdown from seven 00:31:28.163 --> 00:31:28.525 to one. 00:31:29.085 --> 00:31:30.967 And one had to do with something that 00:31:30.987 --> 00:31:31.626 you just said, 00:31:31.807 --> 00:31:35.089 which is if a clinician wants to work 00:31:35.130 --> 00:31:36.151 for, if a clinician, 00:31:36.211 --> 00:31:37.192 if you have someone in front of you, 00:31:37.412 --> 00:31:39.094 and let's be very clear right now in 00:31:39.134 --> 00:31:39.855 twenty twenty six, 00:31:40.234 --> 00:31:41.516 there are more openings than there are 00:31:41.556 --> 00:31:41.997 clinicians. 00:31:42.778 --> 00:31:43.759 Twenty five years ago, 00:31:44.138 --> 00:31:45.500 you had to you had to crawl through 00:31:45.519 --> 00:31:46.839 broken glass to get a job. 00:31:47.121 --> 00:31:48.740 And whatever they offered, you said, yes, 00:31:49.540 --> 00:31:50.622 it is not the case now. 00:31:51.342 --> 00:31:52.481 Sorry, it's flipped. 00:31:52.863 --> 00:31:54.182 But your processes haven't. 00:31:55.042 --> 00:31:58.203 So one of my suggestions was really show 00:31:58.223 --> 00:31:59.545 it like a whole first hold up a 00:31:59.605 --> 00:32:00.865 mirror like you just did, 00:32:01.326 --> 00:32:03.546 which is if a clinician says, 00:32:03.605 --> 00:32:05.007 I want four tenths and you're like, 00:32:05.126 --> 00:32:06.787 that doesn't fit with our system, 00:32:07.667 --> 00:32:10.509 you have a shitty system that can't adapt. 00:32:11.453 --> 00:32:12.653 I need three twelves. 00:32:13.474 --> 00:32:19.395 I need school season hours because my kid 00:32:19.435 --> 00:32:21.576 ranks higher on my to-do list than you. 00:32:22.096 --> 00:32:23.037 Sorry, bro. 00:32:23.737 --> 00:32:25.317 Like I think even the video, maybe this, 00:32:25.837 --> 00:32:26.557 I didn't leave it in. 00:32:27.278 --> 00:32:28.698 When we were in high school, you know, 00:32:28.738 --> 00:32:30.338 when you're teaching kids about working 00:32:30.378 --> 00:32:31.679 hard and being on a team, you're like, 00:32:31.999 --> 00:32:32.098 hey, 00:32:32.138 --> 00:32:33.680 the name on the front of the jersey 00:32:34.160 --> 00:32:35.619 is more important than the name on the 00:32:35.680 --> 00:32:36.099 back. 00:32:36.759 --> 00:32:38.780 And I'm like, is it though? 00:32:39.444 --> 00:32:41.006 Because my family name is on the back 00:32:42.445 --> 00:32:43.886 and this company name is on the front. 00:32:43.906 --> 00:32:45.047 So sorry, 00:32:45.207 --> 00:32:47.248 I need you to quite literally turn it 00:32:47.268 --> 00:32:48.827 around and understand I work for this 00:32:48.867 --> 00:32:49.749 team, not this team. 00:32:50.229 --> 00:32:50.788 I hang out. 00:32:51.048 --> 00:32:53.349 I work for this team because I work. 00:32:53.430 --> 00:32:54.730 I own that team. 00:32:55.109 --> 00:32:58.571 So if you can't adapt your processes, 00:32:59.011 --> 00:33:00.592 if one person coming in and being like, 00:33:00.632 --> 00:33:01.653 I want to do four tens and you're 00:33:01.673 --> 00:33:02.373 like, we don't do that. 00:33:03.567 --> 00:33:05.467 and you're confused why more people aren't 00:33:05.707 --> 00:33:06.928 dying to work for you, 00:33:07.607 --> 00:33:08.847 I need you to look at your internal 00:33:08.867 --> 00:33:09.827 processes and say, 00:33:10.367 --> 00:33:11.907 the process works for the person, 00:33:12.269 --> 00:33:13.429 not the other way around. 00:33:13.489 --> 00:33:14.449 If you're in healthcare too, 00:33:14.848 --> 00:33:15.969 this is what the Americans with 00:33:16.009 --> 00:33:17.108 Disabilities Act is. 00:33:17.929 --> 00:33:18.750 Well, there's the door. 00:33:18.890 --> 00:33:19.809 Yeah, there's no ramp. 00:33:20.190 --> 00:33:21.089 It doesn't work for me. 00:33:21.309 --> 00:33:22.529 You make it for the person. 00:33:22.890 --> 00:33:24.131 The person doesn't just get out of their 00:33:24.151 --> 00:33:26.330 wheelchair and crawl on their hands up the 00:33:26.351 --> 00:33:28.451 stairs like they did in DC X number 00:33:28.471 --> 00:33:29.892 of years ago. 00:33:29.912 --> 00:33:31.491 But we still operate like that. 00:33:31.551 --> 00:33:32.311 Make it make sense. 00:33:33.847 --> 00:33:35.288 I can't make it make sense. 00:33:35.348 --> 00:33:36.329 It doesn't make sense. 00:33:37.290 --> 00:33:38.592 That's exactly how we operate. 00:33:39.692 --> 00:33:42.193 And I think one is it's maybe old 00:33:42.213 --> 00:33:42.914 school thinking. 00:33:42.954 --> 00:33:44.675 Two is like they're just not paying 00:33:44.715 --> 00:33:46.336 attention to the reality. 00:33:46.577 --> 00:33:47.298 And it's like, 00:33:47.397 --> 00:33:48.459 if you want to work for us, 00:33:48.499 --> 00:33:50.000 this is what it looks like. 00:33:50.901 --> 00:33:51.882 Two options. 00:33:51.981 --> 00:33:52.701 Those are the options. 00:33:52.761 --> 00:33:54.604 And people are now, I mean, 00:33:54.624 --> 00:33:55.845 it's the same thing with like remote, 00:33:55.904 --> 00:33:56.105 right? 00:33:56.125 --> 00:33:56.924 So as a physical therapist, 00:33:56.944 --> 00:33:57.766 you can't work remotely. 00:33:57.806 --> 00:33:59.126 But as a person who works in, 00:33:59.487 --> 00:34:00.567 I guess you could. 00:34:00.587 --> 00:34:01.148 Yeah. 00:34:02.628 --> 00:34:05.170 But as a person who works in corporate 00:34:05.509 --> 00:34:07.411 typing on a computer a lot of the 00:34:07.451 --> 00:34:08.190 time, I can. 00:34:08.331 --> 00:34:09.831 So why do I need to go be 00:34:09.931 --> 00:34:12.211 in your office and commute one hour each 00:34:12.251 --> 00:34:14.793 way when I could get probably more done 00:34:14.853 --> 00:34:16.454 and be home to see my children and 00:34:16.474 --> 00:34:17.454 get them off the school bus? 00:34:18.333 --> 00:34:20.155 I boil this down because I have smart 00:34:20.195 --> 00:34:20.554 friends. 00:34:20.574 --> 00:34:21.896 This is why I appear smart. 00:34:21.956 --> 00:34:23.135 It's all it's all an act. 00:34:23.155 --> 00:34:23.856 It's all a gag. 00:34:24.456 --> 00:34:25.657 But you boil everything down to an 00:34:25.697 --> 00:34:26.036 emotion. 00:34:27.389 --> 00:34:29.070 If I'm not good at delegating, 00:34:29.731 --> 00:34:31.913 I feel like I'm losing control and that 00:34:31.952 --> 00:34:32.914 makes me feel anxious. 00:34:33.054 --> 00:34:33.414 So I say, 00:34:33.434 --> 00:34:35.436 you have to sit in front of me. 00:34:35.456 --> 00:34:37.157 Hearing you say you want this, 00:34:37.478 --> 00:34:39.621 I have to change my processes. 00:34:39.661 --> 00:34:41.101 That triggers anxiety. 00:34:41.463 --> 00:34:41.963 I don't do it. 00:34:42.023 --> 00:34:42.523 I say no. 00:34:43.003 --> 00:34:45.025 And then I justify it with a story. 00:34:45.385 --> 00:34:46.567 These kids today don't want to work. 00:34:48.992 --> 00:34:49.411 right? 00:34:49.472 --> 00:34:49.652 No, 00:34:49.751 --> 00:34:50.532 they just don't want to work in your 00:34:50.572 --> 00:34:52.594 dumb system because it's dumb and it 00:34:52.614 --> 00:34:54.934 doesn't make your thing or my thing 00:34:54.974 --> 00:34:55.315 better. 00:34:55.574 --> 00:34:57.235 It makes no one's thing better. 00:34:57.856 --> 00:34:58.076 Right. 00:34:58.336 --> 00:34:59.777 It just makes you not be able to 00:35:00.338 --> 00:35:01.838 breathe over my shoulder and walk into my 00:35:01.878 --> 00:35:03.818 office twenty five times a day and change 00:35:03.858 --> 00:35:05.519 my direction of what I'm working on. 00:35:05.539 --> 00:35:06.400 I'll give you an example. 00:35:07.460 --> 00:35:09.302 The process of scheduling music for a 00:35:09.342 --> 00:35:10.063 radio station 00:35:11.268 --> 00:35:13.690 was pretty manual when I was doing it 00:35:13.769 --> 00:35:14.309 on purpose. 00:35:14.329 --> 00:35:16.050 Like we wanted a human to touch it. 00:35:16.831 --> 00:35:17.391 It's just dumb. 00:35:17.471 --> 00:35:18.190 It's a radio thing. 00:35:18.271 --> 00:35:18.851 I don't know. 00:35:18.891 --> 00:35:19.911 But we took pride in it. 00:35:20.150 --> 00:35:20.851 It was my job. 00:35:20.952 --> 00:35:22.291 I was the music director at one point. 00:35:23.231 --> 00:35:24.873 I had to sit at the radio station 00:35:25.612 --> 00:35:26.813 and I could have just blown through it 00:35:26.833 --> 00:35:27.572 and done it crappy, 00:35:27.592 --> 00:35:29.713 but I sort of liked doing good at 00:35:29.753 --> 00:35:30.173 my job. 00:35:30.373 --> 00:35:32.074 I wanted people at any point, 00:35:32.094 --> 00:35:33.574 my boss could just went backwards and be 00:35:33.594 --> 00:35:34.355 like, why'd you do that? 00:35:34.434 --> 00:35:34.914 Why'd you do that? 00:35:34.994 --> 00:35:35.896 And I wanted to be able to be 00:35:35.936 --> 00:35:36.795 like, I did it. 00:35:36.916 --> 00:35:37.596 I did a good job. 00:35:37.976 --> 00:35:38.715 I wanted to do a good job. 00:35:38.755 --> 00:35:39.257 I got paid. 00:35:39.317 --> 00:35:40.277 I wanted to do a good job. 00:35:40.336 --> 00:35:40.556 Right. 00:35:40.876 --> 00:35:42.398 I had to sit at the radio station 00:35:42.538 --> 00:35:45.119 after I was done working and do that 00:35:45.161 --> 00:35:45.481 job. 00:35:45.800 --> 00:35:46.601 It was sort of tedious. 00:35:46.902 --> 00:35:48.822 It was a DOS-based program. 00:35:49.023 --> 00:35:49.344 Kids, 00:35:49.684 --> 00:35:52.565 go Google that if you want shitty user 00:35:52.606 --> 00:35:53.106 experience. 00:35:53.126 --> 00:35:53.927 That's all we had. 00:35:54.387 --> 00:35:55.789 That's all we had, right? 00:35:56.268 --> 00:35:57.929 I actually just watched War Games with 00:35:57.971 --> 00:35:59.110 Matthew Broderick yesterday, 00:35:59.130 --> 00:36:01.092 and that's all based on DOS-based 00:36:01.353 --> 00:36:01.672 computers. 00:36:02.213 --> 00:36:02.653 I digress. 00:36:02.693 --> 00:36:03.574 Good stuff. 00:36:04.385 --> 00:36:06.307 myself and the other music director for 00:36:06.327 --> 00:36:07.608 the other radio station in the building 00:36:07.628 --> 00:36:07.889 were like, 00:36:08.090 --> 00:36:10.771 can we have this program put on our 00:36:10.811 --> 00:36:13.173 laptops so we can do this at home? 00:36:13.574 --> 00:36:16.077 So I could start dinner or go hit 00:36:16.097 --> 00:36:19.440 the gym because radio stations are a big 00:36:19.460 --> 00:36:20.981 fan of having their next day's worth of 00:36:21.041 --> 00:36:22.762 music done before you leave for the day. 00:36:23.224 --> 00:36:24.184 But I can't leave now, 00:36:24.204 --> 00:36:24.965 but I got shit to do. 00:36:25.626 --> 00:36:28.128 And we were told no for like years. 00:36:28.507 --> 00:36:30.248 And I was like, I'm okay with no, 00:36:30.588 --> 00:36:31.909 as long as you give me a good 00:36:31.969 --> 00:36:32.309 reason. 00:36:32.510 --> 00:36:35.351 Because supposedly, we're both adults. 00:36:36.512 --> 00:36:37.833 And if you treat me like a child, 00:36:38.072 --> 00:36:41.295 guess who I'm going to act like? 00:36:41.335 --> 00:36:41.434 Right. 00:36:41.514 --> 00:36:42.735 Act like a petulant three-year-old. 00:36:42.996 --> 00:36:44.297 And then guess what happened after like 00:36:44.356 --> 00:36:45.717 four or five years of me just questioning 00:36:45.737 --> 00:36:45.938 this? 00:36:46.097 --> 00:36:46.557 They allowed it. 00:36:46.577 --> 00:36:47.599 They allowed it. 00:36:47.795 --> 00:36:48.916 But why did we do it five years 00:36:48.956 --> 00:36:49.177 ago? 00:36:49.637 --> 00:36:51.039 Because I don't want to. 00:36:51.099 --> 00:36:52.280 I'm in charge. 00:36:52.481 --> 00:36:53.021 I'm in charge. 00:36:53.262 --> 00:36:53.543 Why? 00:36:53.922 --> 00:36:54.704 Because they were nervous. 00:36:54.824 --> 00:36:55.985 Well, it's slippery slope. 00:36:56.106 --> 00:36:57.427 What are you going to do next? 00:36:57.907 --> 00:36:59.590 Record your radio show from home? 00:37:00.577 --> 00:37:00.898 Hey, 00:37:00.918 --> 00:37:02.559 you know where a large majority of the 00:37:02.599 --> 00:37:04.021 radio you listen to is recorded? 00:37:04.360 --> 00:37:05.061 In that guy's home. 00:37:05.081 --> 00:37:06.181 They're just taping it. 00:37:06.282 --> 00:37:07.143 It's called voice tracking. 00:37:07.222 --> 00:37:08.204 It's been around for decades. 00:37:08.563 --> 00:37:11.306 And now there's one dude in New York 00:37:11.425 --> 00:37:12.927 doing twenty eight stations across the 00:37:12.947 --> 00:37:13.288 country. 00:37:13.708 --> 00:37:14.628 And we're there already. 00:37:15.128 --> 00:37:15.688 Yeah. 00:37:15.708 --> 00:37:17.251 So everything boils down to fear. 00:37:17.431 --> 00:37:18.532 Why will I not allow it? 00:37:18.652 --> 00:37:20.512 Fear, fear, fear, fear. 00:37:20.873 --> 00:37:23.735 So my point in the series was take 00:37:23.876 --> 00:37:27.318 a crazy, take a problem in recruiting. 00:37:27.358 --> 00:37:28.119 I just picked recruiting. 00:37:29.614 --> 00:37:31.054 focus on that one problem and quite 00:37:31.094 --> 00:37:32.677 literally be like how this is the formula 00:37:32.777 --> 00:37:34.398 how do we do it now like this 00:37:34.619 --> 00:37:35.800 great what would happen if we just did 00:37:35.840 --> 00:37:37.581 like whoop this and for the podcast 00:37:37.621 --> 00:37:40.945 listeners i just turned it over i did 00:37:40.965 --> 00:37:44.889 i think number oh number two was if 00:37:45.128 --> 00:37:47.271 andrea works for a pt clinic or whatever 00:37:47.351 --> 00:37:49.432 and jimmy's applying the interview is now 00:37:49.472 --> 00:37:51.173 structured like this jimmy we've got an 00:37:51.215 --> 00:37:51.434 hour 00:37:52.125 --> 00:37:53.425 that you structure the interview. 00:37:53.887 --> 00:37:55.327 You are interviewing me. 00:37:55.347 --> 00:37:56.329 Like quite literally be like, 00:37:56.489 --> 00:37:57.550 I have no questions. 00:37:58.090 --> 00:38:00.132 I will have questions after you ask me. 00:38:00.673 --> 00:38:02.476 Here's a simulate. 00:38:02.496 --> 00:38:03.277 Here's what we're looking for. 00:38:03.297 --> 00:38:04.577 Like give them some information because 00:38:04.597 --> 00:38:06.119 this is a one hundred and eighty degree 00:38:06.199 --> 00:38:06.480 idea. 00:38:07.021 --> 00:38:08.081 What do you want to know? 00:38:09.965 --> 00:38:11.065 I'm not selling anything. 00:38:11.485 --> 00:38:13.126 I make suggestions, you make decisions, 00:38:13.527 --> 00:38:13.726 right? 00:38:14.007 --> 00:38:16.507 So it was turn the application process 00:38:16.806 --> 00:38:17.706 completely around. 00:38:18.106 --> 00:38:18.688 Be like, okay, 00:38:19.068 --> 00:38:20.467 the power dynamic has shifted, 00:38:20.907 --> 00:38:22.507 but your interview is still the same. 00:38:23.588 --> 00:38:25.509 Hey, you know, ruffling some papers. 00:38:26.289 --> 00:38:27.349 What's your biggest weakness? 00:38:27.449 --> 00:38:28.068 I swear to God, 00:38:28.128 --> 00:38:29.429 someone asked me what my biggest weakness 00:38:29.469 --> 00:38:30.369 is in a job interview. 00:38:30.630 --> 00:38:31.889 I'm going to go, hey, thanks so much. 00:38:31.969 --> 00:38:32.630 I appreciate it. 00:38:32.650 --> 00:38:34.050 You've told me everything I need to know 00:38:34.070 --> 00:38:35.050 about you. 00:38:35.349 --> 00:38:36.751 Or why you need to pay me double 00:38:36.971 --> 00:38:37.990 because your shit is broken. 00:38:38.251 --> 00:38:40.795 Because if that's your thing, Andrea, 00:38:42.659 --> 00:38:43.641 everything is marketing. 00:38:44.081 --> 00:38:45.224 Everything is marketing. 00:38:45.614 --> 00:38:47.436 Want to hear my number one bananas 00:38:47.715 --> 00:38:48.335 suggestion? 00:38:49.036 --> 00:38:49.496 Let's hear it. 00:38:49.755 --> 00:38:50.717 I should tell the audience, 00:38:50.996 --> 00:38:52.677 go to Instagram and scroll to the number 00:38:52.817 --> 00:38:53.197 one video. 00:38:53.257 --> 00:38:53.898 I'm not going to do that. 00:38:53.918 --> 00:38:54.918 I'm just going to tell it to you 00:38:54.938 --> 00:38:56.739 because I don't do surprises, right? 00:38:56.798 --> 00:38:57.978 Number one was... 00:38:59.599 --> 00:39:01.880 I don't have any food or drink with 00:39:01.940 --> 00:39:03.880 me, but since whatever year, 00:39:03.900 --> 00:39:05.280 we have to put ingredients, 00:39:05.380 --> 00:39:06.981 recommended daily allowances, 00:39:07.601 --> 00:39:08.541 serving size. 00:39:09.202 --> 00:39:09.862 There is... 00:39:10.782 --> 00:39:15.528 a label on every single thing that the 00:39:15.548 --> 00:39:17.010 Food and Drug Administration says a human 00:39:17.030 --> 00:39:17.871 is going to put in their body. 00:39:18.353 --> 00:39:19.594 I know exactly what's in it. 00:39:19.855 --> 00:39:20.735 I know how much sugar. 00:39:21.157 --> 00:39:23.099 I know this, all the things. 00:39:24.400 --> 00:39:26.222 I got to be a master scientist to 00:39:26.242 --> 00:39:27.485 figure out what a job is like. 00:39:28.597 --> 00:39:29.659 Patient expectation. 00:39:30.099 --> 00:39:31.280 Can I do three twelves? 00:39:31.340 --> 00:39:31.940 Can I do this? 00:39:32.440 --> 00:39:35.503 I have to ask forty seven people to 00:39:35.543 --> 00:39:36.443 get this information. 00:39:36.724 --> 00:39:38.246 Imagine you having to make three phone 00:39:38.286 --> 00:39:39.927 calls to find out what the serving size 00:39:39.967 --> 00:39:40.947 is on Doritos. 00:39:41.367 --> 00:39:43.128 That would be batshit bananas. 00:39:43.369 --> 00:39:46.652 But that is how we treat. 00:39:46.992 --> 00:39:49.094 A job offer in twenty twenty six still. 00:39:49.353 --> 00:39:51.275 So I said the company that is just 00:39:51.295 --> 00:39:52.336 like here it is. 00:39:53.626 --> 00:39:54.626 It's got some great parts. 00:39:54.927 --> 00:39:55.967 It's got some shitty parts. 00:39:56.347 --> 00:39:56.748 Do the math. 00:39:57.007 --> 00:39:58.048 That's what we're doing anyway. 00:39:58.949 --> 00:40:00.530 Oh, look, the job is a job. 00:40:00.570 --> 00:40:01.951 It's got some shitty parts to it. 00:40:02.452 --> 00:40:03.652 That's why we give you the money. 00:40:03.672 --> 00:40:04.532 That's what the money is for. 00:40:04.552 --> 00:40:04.693 Exactly. 00:40:04.713 --> 00:40:05.994 That's why you're getting paid for it. 00:40:06.034 --> 00:40:06.293 Right. 00:40:06.614 --> 00:40:08.335 But all of them do. 00:40:08.536 --> 00:40:11.097 But we're all used car salesmen going, 00:40:11.478 --> 00:40:12.777 I don't talk numbers on the phone. 00:40:12.797 --> 00:40:14.900 Your presence is your power. 00:40:15.099 --> 00:40:16.440 Your presence is your leverage. 00:40:17.731 --> 00:40:19.012 No, it's not you dumb ass. 00:40:19.032 --> 00:40:20.193 It's the fact that you have a job 00:40:20.273 --> 00:40:21.532 open and I have a license. 00:40:21.833 --> 00:40:22.733 That's my leverage. 00:40:22.813 --> 00:40:24.175 And you've had that job open for six 00:40:24.215 --> 00:40:25.436 months post. 00:40:26.577 --> 00:40:27.717 And I want to look right in the 00:40:27.737 --> 00:40:30.599 camera when I say this post salary in 00:40:30.639 --> 00:40:31.559 the damn post. 00:40:31.599 --> 00:40:32.719 Oh, my goodness, Jimmy. 00:40:32.760 --> 00:40:34.101 I was just thinking about this. 00:40:34.842 --> 00:40:35.282 So what is it? 00:40:35.322 --> 00:40:38.103 Colorado is like it's a law. 00:40:38.143 --> 00:40:38.744 It has to be. 00:40:38.784 --> 00:40:41.005 So if you have a remote job. 00:40:41.985 --> 00:40:43.827 in theory if you're letting people from i 00:40:43.867 --> 00:40:46.186 think it's colorado apply you need to just 00:40:46.206 --> 00:40:48.608 post it for all to see so uh 00:40:48.668 --> 00:40:50.489 if i see a job that's remote and 00:40:50.528 --> 00:40:51.929 it doesn't have a salary requirement i'll 00:40:51.969 --> 00:40:55.150 report it because like why would yeah sure 00:40:55.190 --> 00:40:57.311 this sounds great but let's be honest i'm 00:40:57.371 --> 00:40:59.371 working because i would like to get paid 00:40:59.572 --> 00:41:01.373 i'm not working because your job 00:41:01.413 --> 00:41:02.672 description sounds great like 00:41:03.182 --> 00:41:05.063 what about wait a minute andrea what about 00:41:05.083 --> 00:41:06.963 the stock images of happy people next to 00:41:07.023 --> 00:41:12.164 them how great would that be how great 00:41:12.184 --> 00:41:13.865 would that be oh god i can't wait 00:41:13.885 --> 00:41:15.905 till this happens if i ever go on 00:41:15.925 --> 00:41:18.947 a job interview for marketing what am i 00:41:19.027 --> 00:41:20.847 do you have any questions andrea we're on 00:41:20.867 --> 00:41:22.347 that job you're high you're potentially 00:41:22.367 --> 00:41:23.827 hiring me and you're it's that point go 00:41:23.907 --> 00:41:26.449 ahead uh jimmy do you have any questions 00:41:27.079 --> 00:41:27.518 Absolutely. 00:41:27.619 --> 00:41:28.179 I appreciate you asking. 00:41:28.219 --> 00:41:28.719 I got a few, 00:41:28.739 --> 00:41:29.719 so I'm going to just run through them 00:41:29.739 --> 00:41:29.820 here. 00:41:30.219 --> 00:41:31.880 So did a pretty deep dive on your 00:41:31.900 --> 00:41:32.280 website. 00:41:32.681 --> 00:41:33.780 It's pretty user-friendly. 00:41:34.782 --> 00:41:36.342 The guy, the man, 00:41:36.362 --> 00:41:37.681 the woman on this page, 00:41:37.902 --> 00:41:40.382 can I talk to them? 00:41:42.603 --> 00:41:42.744 Well, 00:41:42.764 --> 00:41:44.105 I'll have to talk to the marketing team. 00:41:44.125 --> 00:41:45.284 I'm not sure where they got that image 00:41:45.304 --> 00:41:45.545 from. 00:41:45.744 --> 00:41:46.405 Do they work here? 00:41:46.465 --> 00:41:47.065 Are they real people? 00:41:47.106 --> 00:41:47.945 Are those stock images? 00:41:48.445 --> 00:41:49.286 Those are stock images. 00:41:49.726 --> 00:41:51.367 Oh, so you guys don't value authenticity. 00:41:52.429 --> 00:41:53.748 Well, you know me too, Jimmy. 00:41:54.929 --> 00:41:56.050 Are there any other places in your 00:41:56.070 --> 00:41:57.110 business that you don't value 00:41:57.150 --> 00:41:57.690 authenticity? 00:41:58.891 --> 00:41:59.610 No, of course not. 00:42:00.391 --> 00:42:01.251 So just that. 00:42:01.711 --> 00:42:03.253 I just happened to find the one place 00:42:03.273 --> 00:42:04.172 where you fake stuff. 00:42:04.592 --> 00:42:04.853 Got it. 00:42:05.092 --> 00:42:05.413 Understood. 00:42:05.432 --> 00:42:06.253 And I'll tell you why, Jimmy. 00:42:06.333 --> 00:42:08.034 It's just too expensive to do a photo 00:42:08.074 --> 00:42:09.335 shoot and I would never give marketing 00:42:09.375 --> 00:42:10.094 that kind of budget. 00:42:10.494 --> 00:42:11.494 Understood. 00:42:11.875 --> 00:42:13.036 So what would the budget, 00:42:13.056 --> 00:42:14.835 what would the resources be for someone 00:42:14.876 --> 00:42:16.157 like me if I were to be the 00:42:16.177 --> 00:42:17.137 best candidate for this? 00:42:17.197 --> 00:42:18.898 Well, we need to figure, 00:42:18.918 --> 00:42:19.697 we will talk about that. 00:42:19.818 --> 00:42:20.860 So you have no idea. 00:42:21.380 --> 00:42:24.846 You have decided to hire someone with KPIs 00:42:25.005 --> 00:42:26.088 and targets and projects, 00:42:26.307 --> 00:42:28.070 but have no idea how much gas you're 00:42:28.090 --> 00:42:29.291 going to give them to drive to that 00:42:29.331 --> 00:42:29.572 target. 00:42:29.592 --> 00:42:31.074 You know, it's really complicated, Jimmy. 00:42:31.094 --> 00:42:33.659 We need to talk to the CFO. 00:42:33.679 --> 00:42:35.561 So the CFO makes marketing decisions? 00:42:36.601 --> 00:42:38.141 Well, the CFO manages the budgets. 00:42:38.161 --> 00:42:39.262 You know, it's tricky. 00:42:39.342 --> 00:42:40.362 It's really tricky, Jimmy. 00:42:40.983 --> 00:42:41.163 You know, 00:42:41.182 --> 00:42:43.103 there's revenue that comes in and then, 00:42:43.123 --> 00:42:44.724 you know, we need to like... Understood. 00:42:44.744 --> 00:42:46.344 I understand real world constraints. 00:42:46.726 --> 00:42:47.585 Can I ask you this? 00:42:48.887 --> 00:42:51.688 If the CFO decides my budget is half 00:42:51.728 --> 00:42:53.268 of what I think it is and I 00:42:53.309 --> 00:42:54.309 miss my KPIs, 00:42:54.608 --> 00:42:56.429 am I held accountable or is the CFO? 00:42:56.469 --> 00:42:57.951 Oh, no, you're held accountable, Jimmy. 00:42:58.010 --> 00:42:58.431 Understood. 00:42:58.630 --> 00:42:59.391 Understood. 00:42:59.471 --> 00:42:59.731 Okay. 00:42:59.972 --> 00:43:00.672 That sounds reasonable. 00:43:01.032 --> 00:43:02.353 It's not the CFO's fault. 00:43:02.958 --> 00:43:03.179 Awesome. 00:43:03.498 --> 00:43:04.681 Could I make a suggestion? 00:43:04.701 --> 00:43:06.182 Could we hold those two people who are 00:43:06.202 --> 00:43:07.646 in stock images accountable? 00:43:07.666 --> 00:43:09.909 Because it seems like we put them on 00:43:09.929 --> 00:43:10.489 our website. 00:43:10.769 --> 00:43:12.572 But do you see how insane sometimes this 00:43:12.612 --> 00:43:13.414 conversation is? 00:43:14.190 --> 00:43:15.670 And now people listening think we're 00:43:15.710 --> 00:43:16.990 totally, you know, beyond. 00:43:17.371 --> 00:43:19.271 But we're having this internal monologue. 00:43:19.592 --> 00:43:20.972 This is it, right? 00:43:21.012 --> 00:43:22.753 Internal monologue while we're doing this 00:43:22.914 --> 00:43:24.534 batshit crazy dance. 00:43:24.574 --> 00:43:25.414 It's a dance. 00:43:25.635 --> 00:43:26.175 It's a dance. 00:43:26.255 --> 00:43:27.096 I'll tell you, 00:43:27.476 --> 00:43:29.777 I was on a job interview like maybe 00:43:29.817 --> 00:43:30.697 six months ago. 00:43:31.097 --> 00:43:32.739 And the question was asked, like, 00:43:32.858 --> 00:43:34.880 what is your salary requirement? 00:43:35.079 --> 00:43:35.699 And I said, well, 00:43:35.739 --> 00:43:39.141 what is this job pay? 00:43:39.262 --> 00:43:40.501 I'm not going to share my salary 00:43:40.541 --> 00:43:41.063 requirement. 00:43:41.083 --> 00:43:41.603 Right. 00:43:42.773 --> 00:43:43.233 And they're like, well, 00:43:43.253 --> 00:43:44.273 could you give us a ballpark? 00:43:44.313 --> 00:43:44.574 And I'm like, 00:43:44.653 --> 00:43:45.855 can you give me a ballpark? 00:43:45.974 --> 00:43:46.994 I mean, I didn't get the job. 00:43:47.215 --> 00:43:47.755 Should have yelled out. 00:43:47.775 --> 00:43:48.456 Spoiler alert. 00:43:48.976 --> 00:43:49.896 Dodger Stadium. 00:43:49.916 --> 00:43:51.016 Oh, I'm sorry. 00:43:51.036 --> 00:43:52.418 I thought we were just naming ballparks. 00:43:53.378 --> 00:43:54.579 You have the job. 00:43:55.139 --> 00:43:55.920 You decide. 00:43:56.199 --> 00:43:57.800 I decide if I want to do all 00:43:57.840 --> 00:43:59.382 those things for the monies. 00:43:59.742 --> 00:44:01.782 You're not going to make me dance for 00:44:01.802 --> 00:44:02.463 my supper. 00:44:02.864 --> 00:44:03.324 Sorry. 00:44:03.583 --> 00:44:05.164 Put it on the description. 00:44:05.824 --> 00:44:07.646 At least a starting point, a range. 00:44:08.007 --> 00:44:08.206 Right. 00:44:08.286 --> 00:44:09.807 We understand the dumb dance you have to 00:44:09.827 --> 00:44:10.668 do to buy a car. 00:44:11.148 --> 00:44:11.708 MSRP. 00:44:13.068 --> 00:44:14.931 which is the dumbest acronym ever. 00:44:15.192 --> 00:44:16.893 Cause it's never what you pay. 00:44:16.974 --> 00:44:20.137 It's not suggested, not suggested. 00:44:20.177 --> 00:44:21.079 Do not do that. 00:44:21.219 --> 00:44:22.539 That's a great starting point. 00:44:22.760 --> 00:44:24.983 There's this guy I follow on Instagram. 00:44:25.204 --> 00:44:26.224 I don't even like cars. 00:44:26.545 --> 00:44:28.907 I just love watching him talk to these 00:44:28.927 --> 00:44:29.188 people. 00:44:29.228 --> 00:44:31.030 Like we're talking now in circles. 00:44:31.704 --> 00:44:33.365 It's another story for another day. 00:44:33.425 --> 00:44:34.586 But when I used to have a Jeep 00:44:34.606 --> 00:44:35.987 Wrangler before I had kids, well, 00:44:36.027 --> 00:44:37.268 until my second child. 00:44:37.289 --> 00:44:37.708 And then I was like, 00:44:37.748 --> 00:44:39.070 I can't fit you both in here. 00:44:39.150 --> 00:44:40.572 So I had to buy a big mom 00:44:40.592 --> 00:44:42.914 car and another story for another day. 00:44:42.974 --> 00:44:45.916 But I spent seven hours at the dealership 00:44:46.498 --> 00:44:47.639 Just grinding them down. 00:44:48.882 --> 00:44:50.623 And finally, I was like, oh, 00:44:50.664 --> 00:44:51.144 by the way, 00:44:51.204 --> 00:44:52.847 I have a when I got them down 00:44:52.887 --> 00:44:53.867 to their number and I was like, 00:44:53.947 --> 00:44:55.050 I have a car to trade in. 00:44:55.110 --> 00:44:55.550 And they're like, well, 00:44:55.570 --> 00:44:56.692 that was our first question. 00:44:56.751 --> 00:44:57.833 And I was like, oh, sorry, 00:44:57.873 --> 00:44:58.934 I wasn't going to trade it in at 00:44:58.954 --> 00:44:59.275 the time. 00:44:59.295 --> 00:45:00.396 But now I know, you know, 00:45:00.657 --> 00:45:01.677 it was it was fun. 00:45:01.818 --> 00:45:02.418 It was a lot of fun. 00:45:02.815 --> 00:45:03.275 How great. 00:45:03.356 --> 00:45:03.777 All right. 00:45:03.956 --> 00:45:04.617 So the next, 00:45:04.757 --> 00:45:06.077 this would be a great video. 00:45:06.478 --> 00:45:07.239 How about this? 00:45:07.739 --> 00:45:09.481 I got my buddy Drew, who's a videographer. 00:45:09.900 --> 00:45:11.121 The next time I have to buy a 00:45:11.161 --> 00:45:11.521 car, 00:45:12.202 --> 00:45:13.742 I am going to look up what time 00:45:13.762 --> 00:45:14.864 the dealership opens. 00:45:15.224 --> 00:45:16.405 Eight AM, eight thirty. 00:45:16.865 --> 00:45:18.887 I am going to show up with Drew 00:45:20.228 --> 00:45:23.969 and a cooler filled with breakfast, lunch, 00:45:24.110 --> 00:45:26.331 and a possible dinner, drinks, 00:45:26.831 --> 00:45:27.833 comfortable chairs, 00:45:28.193 --> 00:45:30.355 a laptop with TV shows on it and 00:45:30.394 --> 00:45:31.956 be like, I can outlast you. 00:45:34.081 --> 00:45:34.523 I'll ask you. 00:45:34.543 --> 00:45:36.485 Because think about how much I can save 00:45:36.965 --> 00:45:39.088 and divide that by eight hours of time. 00:45:39.108 --> 00:45:39.610 It's worth it. 00:45:39.630 --> 00:45:40.230 It's worth it. 00:45:40.250 --> 00:45:42.213 I'm paying myself more than a few hundred 00:45:42.233 --> 00:45:43.675 dollars an hour by getting a better deal. 00:45:44.155 --> 00:45:45.117 So if your game, 00:45:45.157 --> 00:45:47.099 if your biggest strategy is just grind him 00:45:47.139 --> 00:45:47.320 down. 00:45:47.539 --> 00:45:48.280 He's got an appointment. 00:45:48.902 --> 00:45:49.661 I want to walk in and be like, 00:45:49.742 --> 00:45:51.983 I got nothing to do today and tomorrow's 00:45:52.023 --> 00:45:52.704 clear too. 00:45:53.664 --> 00:45:54.585 I am in the market of buying a 00:45:54.606 --> 00:45:54.726 car. 00:45:54.746 --> 00:45:55.485 I'm not screwing with you. 00:45:55.865 --> 00:45:57.106 But Drew's going to document the whole 00:45:57.126 --> 00:45:57.387 thing. 00:45:57.606 --> 00:45:58.427 So I'm making, 00:45:58.907 --> 00:46:00.708 I'm actually working right now. 00:46:00.728 --> 00:46:01.230 Right. 00:46:01.250 --> 00:46:02.269 So I'm mic'd up. 00:46:02.429 --> 00:46:03.050 That's what I'll do. 00:46:03.210 --> 00:46:03.851 I'll just go in there. 00:46:03.871 --> 00:46:04.692 I would watch that as a series. 00:46:05.152 --> 00:46:06.733 And I'll take out my phone and be 00:46:06.753 --> 00:46:07.414 like, do you mind? 00:46:07.795 --> 00:46:08.775 I have a bad memory. 00:46:09.277 --> 00:46:10.498 I'm going to record all this. 00:46:10.737 --> 00:46:12.260 And then I'll just have AI listening and 00:46:12.280 --> 00:46:13.561 be like, he just said that. 00:46:13.661 --> 00:46:14.641 What do I say back? 00:46:14.842 --> 00:46:15.583 And then just be like, 00:46:15.943 --> 00:46:17.644 we can do this dance or we can 00:46:17.684 --> 00:46:18.505 not do this dance. 00:46:18.847 --> 00:46:21.108 But I'm not good at dancing. 00:46:21.409 --> 00:46:23.070 I'm better at resisting dancing. 00:46:24.519 --> 00:46:26.460 that would be uh that'd be some good 00:46:26.501 --> 00:46:29.623 content viral video at the end pull 00:46:29.742 --> 00:46:31.565 andrea's card did i mention i had trade 00:46:31.585 --> 00:46:34.025 in and just watch the guys like him 00:46:34.045 --> 00:46:35.726 he was so upset and i was like 00:46:35.887 --> 00:46:39.309 i'm sorry sir but sorry man i know 00:46:39.489 --> 00:46:44.813 i know how this goes bummer man all 00:46:44.833 --> 00:46:47.795 right uh last topic for today uh do 00:46:47.855 --> 00:46:48.235 do do 00:46:50.528 --> 00:46:52.153 You had mentioned an ops audit. 00:46:52.434 --> 00:46:53.016 Did I misread? 00:46:53.036 --> 00:46:53.436 Is that you? 00:46:53.637 --> 00:46:55.322 Was that five point ops audit? 00:46:57.266 --> 00:46:59.246 um five five like all right because i 00:46:59.266 --> 00:47:01.108 always like to make it tactical so i'll 00:47:01.148 --> 00:47:02.548 list the things i thought i got it 00:47:02.568 --> 00:47:04.130 from you i put it i copied and 00:47:04.150 --> 00:47:05.851 pasted i copy and paste things into my 00:47:05.931 --> 00:47:08.233 notes app it's my most used app the 00:47:08.293 --> 00:47:10.275 five point operations audit because if 00:47:10.295 --> 00:47:11.635 you're listening you're like okay cool 00:47:11.675 --> 00:47:14.038 what do i actually do here's the audit 00:47:14.538 --> 00:47:16.619 five points number one i already mentioned 00:47:16.940 --> 00:47:18.681 mystery shop your own clinic we already 00:47:18.721 --> 00:47:20.882 talked about that call the number who 00:47:20.922 --> 00:47:22.264 picks up is it annoying 00:47:23.023 --> 00:47:24.344 Does someone pick up and immediately put 00:47:24.364 --> 00:47:24.985 you on hold? 00:47:25.126 --> 00:47:28.628 Does it go to voicemail? 00:47:29.989 --> 00:47:31.190 Or what's the thing? 00:47:32.070 --> 00:47:35.172 Call after hours. 00:47:35.193 --> 00:47:35.954 Test your system. 00:47:36.393 --> 00:47:37.954 You were calling during hours, 00:47:38.094 --> 00:47:38.976 during a snowstorm. 00:47:39.795 --> 00:47:41.458 That was their after hours playbook. 00:47:42.157 --> 00:47:43.278 See what that feels like. 00:47:44.769 --> 00:47:45.590 Good taste in your mouth, 00:47:45.889 --> 00:47:46.769 bad taste in your mouth. 00:47:46.891 --> 00:47:47.451 Was it smooth? 00:47:47.471 --> 00:47:47.990 Was it quick? 00:47:48.431 --> 00:47:48.831 If it's not, 00:47:48.891 --> 00:47:50.251 ninety seconds or less where I feel like 00:47:50.271 --> 00:47:51.231 I got the thing I wanted, 00:47:51.811 --> 00:47:53.052 I didn't adapt to your system, 00:47:53.452 --> 00:47:54.291 you adapted to me. 00:47:54.632 --> 00:47:56.152 If not, your system is shitty, 00:47:56.552 --> 00:47:57.713 because DoorDash can do that. 00:47:57.972 --> 00:47:59.014 Like DoorDash, I'll be like, 00:47:59.293 --> 00:48:02.773 I want these sparkling seltzers. 00:48:02.934 --> 00:48:04.315 And then in the middle of my shopper 00:48:04.335 --> 00:48:05.494 shopping, it's like, bloop. 00:48:05.894 --> 00:48:07.315 They don't have that, they have this. 00:48:07.416 --> 00:48:07.936 Is that cool? 00:48:07.976 --> 00:48:08.536 And you're like, bloop. 00:48:09.036 --> 00:48:10.338 That's a great user experience. 00:48:11.438 --> 00:48:12.820 That's why you're not competing against 00:48:12.860 --> 00:48:14.942 the place that you are competing against 00:48:15.143 --> 00:48:15.583 all of it. 00:48:15.682 --> 00:48:15.963 Right? 00:48:16.003 --> 00:48:16.965 Like you're exactly right. 00:48:17.304 --> 00:48:17.925 I can cash. 00:48:17.945 --> 00:48:18.206 Remember, 00:48:18.226 --> 00:48:20.208 remember back in the day you had to 00:48:20.248 --> 00:48:22.710 go to a bank while it was open, 00:48:22.990 --> 00:48:25.233 talk to a person after you waited in 00:48:25.253 --> 00:48:27.074 a line to cash a check. 00:48:28.034 --> 00:48:30.556 To move fake money from somebody else's 00:48:30.657 --> 00:48:32.137 bank in your bank account. 00:48:32.559 --> 00:48:33.318 You weren't doing your money. 00:48:33.338 --> 00:48:34.800 You take a picture of the fake money. 00:48:35.641 --> 00:48:36.641 You take a picture. 00:48:37.061 --> 00:48:38.063 I remember my dad being like, 00:48:38.083 --> 00:48:38.903 they're going to steal from you. 00:48:38.923 --> 00:48:39.804 I'm like, I don't know. 00:48:39.844 --> 00:48:41.005 The money keeps showing up. 00:48:41.965 --> 00:48:42.286 Whatever. 00:48:42.646 --> 00:48:44.427 So call after hours and see what happens. 00:48:45.548 --> 00:48:46.750 Cancel appointment. 00:48:47.420 --> 00:48:49.702 Like you, mystery shop, your own clinic, 00:48:49.922 --> 00:48:53.987 cancel an appointment, see what happens. 00:48:54.047 --> 00:48:55.829 Like at a medium-sized practice, 00:48:55.869 --> 00:48:57.289 and it's hard to say to medium-sized 00:48:57.309 --> 00:48:57.650 practice, 00:48:57.690 --> 00:48:59.972 but like cancellations are part of life. 00:49:00.592 --> 00:49:03.615 That might warrant an entire full-time 00:49:03.655 --> 00:49:04.117 employee. 00:49:05.117 --> 00:49:07.757 Because that's leaking revenue. 00:49:08.097 --> 00:49:09.538 But if you're like, what is your job? 00:49:09.797 --> 00:49:11.358 I am captain cancellation. 00:49:11.639 --> 00:49:12.278 What does that mean? 00:49:12.958 --> 00:49:15.079 I look at cancellations from every fucking 00:49:15.179 --> 00:49:15.420 angle. 00:49:15.719 --> 00:49:16.739 I get them back on the books. 00:49:16.860 --> 00:49:18.340 It's my only job. 00:49:18.800 --> 00:49:20.201 If that's that person's only job, 00:49:21.222 --> 00:49:22.521 it's going to get paid attention to. 00:49:22.822 --> 00:49:24.382 And cancellation shouldn't just be a phone 00:49:24.402 --> 00:49:24.583 call. 00:49:24.623 --> 00:49:26.005 I just had this conversation with a family 00:49:26.045 --> 00:49:28.606 member this weekend who works in a 00:49:28.626 --> 00:49:30.329 doctor's office and they call and I'm 00:49:30.349 --> 00:49:31.389 like, but are you texting? 00:49:31.510 --> 00:49:32.210 Is there a link? 00:49:32.289 --> 00:49:32.891 Is there like, 00:49:33.030 --> 00:49:34.211 I can book this right now? 00:49:34.291 --> 00:49:35.413 Or are you leaving a message and then 00:49:35.432 --> 00:49:36.815 people aren't getting it for five days? 00:49:37.614 --> 00:49:38.936 I have to change my oil tomorrow. 00:49:39.737 --> 00:49:41.679 I got two text messages yesterday and a 00:49:41.739 --> 00:49:43.860 phone call during this live stream. 00:49:44.945 --> 00:49:45.766 Hey, just making sure. 00:49:45.885 --> 00:49:46.186 Why? 00:49:46.447 --> 00:49:49.067 Because them holding that slot means 00:49:49.086 --> 00:49:51.027 they're not holding it for someone else. 00:49:51.047 --> 00:49:51.447 Exactly. 00:49:51.467 --> 00:49:51.768 That's money. 00:49:51.788 --> 00:49:52.989 They understand the game is played. 00:49:53.188 --> 00:49:55.108 So I've gotten two text messages and they 00:49:55.168 --> 00:49:56.130 left a voicemail. 00:49:56.449 --> 00:49:57.590 And I don't even listen to the voicemail. 00:49:57.650 --> 00:49:59.311 I read the voicemail. 00:50:00.391 --> 00:50:00.931 Got it. 00:50:01.552 --> 00:50:01.992 Got it. 00:50:02.052 --> 00:50:03.072 Tomorrow, one o'clock. 00:50:03.112 --> 00:50:03.851 Yeah, I'm still good. 00:50:04.172 --> 00:50:04.612 Yep. 00:50:04.652 --> 00:50:04.813 Yep. 00:50:04.873 --> 00:50:05.032 Yep. 00:50:05.233 --> 00:50:07.032 My haircut dude does that. 00:50:07.213 --> 00:50:08.114 My haircut dude is like, 00:50:08.134 --> 00:50:08.853 if you don't show up, 00:50:08.914 --> 00:50:09.474 you pay for it. 00:50:09.693 --> 00:50:11.275 He's never charged me because I did not. 00:50:11.835 --> 00:50:13.436 I did not show up once in five 00:50:13.476 --> 00:50:13.615 years. 00:50:13.675 --> 00:50:14.496 He was like, no problem, dude. 00:50:15.090 --> 00:50:15.911 I did get charged. 00:50:16.072 --> 00:50:17.652 I did not show up once in like 00:50:17.693 --> 00:50:18.992 ten years and I was charged. 00:50:19.132 --> 00:50:21.434 It was only because women's hair is 00:50:21.454 --> 00:50:21.675 unfair. 00:50:21.775 --> 00:50:23.295 Thirty five dollars or something. 00:50:24.856 --> 00:50:25.336 Exactly. 00:50:25.356 --> 00:50:26.297 I'm like, that's fair. 00:50:26.998 --> 00:50:27.617 Cost for you. 00:50:28.719 --> 00:50:29.318 Eighty dollars. 00:50:29.358 --> 00:50:30.780 And I don't even do like color. 00:50:30.800 --> 00:50:31.599 This is my color. 00:50:31.740 --> 00:50:34.181 It's it's that's before tip. 00:50:34.282 --> 00:50:36.402 It's so I just trim. 00:50:36.463 --> 00:50:37.344 Mine's expensive. 00:50:37.384 --> 00:50:39.184 It's thirty five dollars. 00:50:40.289 --> 00:50:40.871 As a guy. 00:50:41.112 --> 00:50:41.474 And this is it. 00:50:41.494 --> 00:50:42.317 I mean, for my kids, 00:50:42.438 --> 00:50:44.846 I paid twenty two dollars for my son 00:50:44.865 --> 00:50:45.427 to get his hair. 00:50:45.447 --> 00:50:45.909 He's four. 00:50:47.135 --> 00:50:47.856 I got an idea. 00:50:48.016 --> 00:50:49.556 You know how everything old is new again. 00:50:49.577 --> 00:50:50.717 We're bringing back Thundercats. 00:50:50.737 --> 00:50:51.938 We brought back Scrub. 00:50:51.998 --> 00:50:53.577 We should talk about that next episode. 00:50:53.637 --> 00:50:55.298 The fact that like nostalgia is back, 00:50:55.338 --> 00:50:55.659 baby. 00:50:56.619 --> 00:50:57.699 I say we bring back the Flowbee. 00:50:57.739 --> 00:50:59.940 Let's buy the IP rights for Flowbee. 00:51:00.021 --> 00:51:01.201 Kids, Google Flowbee. 00:51:01.521 --> 00:51:02.461 It's a brilliant idea. 00:51:02.661 --> 00:51:03.501 Do you have a vacuum? 00:51:03.601 --> 00:51:03.922 Yes. 00:51:03.961 --> 00:51:04.663 Do you need a haircut? 00:51:04.702 --> 00:51:04.943 Yes. 00:51:05.023 --> 00:51:06.043 Do you not want to pay thirty five 00:51:06.083 --> 00:51:07.583 dollars for a haircut? 00:51:07.844 --> 00:51:09.043 Let me introduce you to Flowbee. 00:51:09.664 --> 00:51:11.045 It's not going to give you it's going 00:51:11.065 --> 00:51:12.905 to give you a C minus every but 00:51:12.965 --> 00:51:14.226 it's going to give you the same C 00:51:14.266 --> 00:51:16.047 minus every time. 00:51:17.820 --> 00:51:19.201 Number four on the ops audit, 00:51:19.262 --> 00:51:21.322 I would say measure your response time in 00:51:21.442 --> 00:51:21.922 minutes. 00:51:22.702 --> 00:51:24.722 Measure your response time in eye rolls. 00:51:25.603 --> 00:51:27.963 That's more than one minute. 00:51:29.304 --> 00:51:31.885 That's a lot of minutes, right? 00:51:32.025 --> 00:51:32.804 Like a minute. 00:51:33.704 --> 00:51:35.425 I can order a week's worth of groceries 00:51:35.726 --> 00:51:36.846 in a minute. 00:51:37.425 --> 00:51:39.266 Like I'm dumbfounded that here, 00:51:39.626 --> 00:51:42.307 I'm actually dumbfounded now in March of 00:51:42.347 --> 00:51:45.628 twenty twenty six that I don't just talk 00:51:45.768 --> 00:51:46.608 into DoorDash. 00:51:48.208 --> 00:51:51.090 Like, hey, I need some Honeycrisp apples. 00:51:51.210 --> 00:51:53.510 I need those Spindrift seltzers. 00:51:53.990 --> 00:51:55.012 I need the blah, blah, blah. 00:51:55.032 --> 00:51:55.711 Oh yeah, a gallon of milk. 00:51:55.751 --> 00:51:57.452 Like, why am I hunting and pecking? 00:51:57.913 --> 00:51:58.172 Right. 00:51:58.393 --> 00:52:00.813 I bet you by June, we're doing that. 00:52:01.414 --> 00:52:03.755 And I feel like it'll be faster. 00:52:04.215 --> 00:52:05.617 But that seems insane to me. 00:52:06.597 --> 00:52:07.978 Or, and it might be, 00:52:07.998 --> 00:52:09.059 and maybe I'm using it wrong, 00:52:10.048 --> 00:52:11.690 but I am pretty consistent on the crap 00:52:11.710 --> 00:52:12.610 that I buy from the store. 00:52:12.650 --> 00:52:13.570 I just buy the same stuff. 00:52:14.190 --> 00:52:16.052 When I go, why isn't just like, Hey, 00:52:16.152 --> 00:52:16.873 these are your seven. 00:52:17.112 --> 00:52:18.373 You've ordered these things five. 00:52:18.552 --> 00:52:19.094 The last, 00:52:19.114 --> 00:52:20.193 do you want these in your car? 00:52:20.494 --> 00:52:22.456 Oh, like, so whole foods does that, 00:52:22.476 --> 00:52:23.416 but it's part of Amazon. 00:52:23.436 --> 00:52:23.876 That's why. 00:52:24.215 --> 00:52:24.516 Got it. 00:52:24.757 --> 00:52:25.577 See, that's what I mean. 00:52:25.597 --> 00:52:26.938 Like, why doesn't door dash be like, Hey, 00:52:26.978 --> 00:52:27.958 every time you open this app, 00:52:27.978 --> 00:52:29.759 you order milk, eggs, cheese, 00:52:29.798 --> 00:52:30.059 and tortillas. 00:52:30.079 --> 00:52:32.481 Why don't we just like whole foods? 00:52:32.501 --> 00:52:32.860 Does it? 00:52:33.240 --> 00:52:33.481 Yeah. 00:52:33.820 --> 00:52:34.282 It's smart. 00:52:34.681 --> 00:52:36.422 That's like, um, on wheel of fortune. 00:52:37.744 --> 00:52:40.085 Back in the day, you'd have to guess. 00:52:40.206 --> 00:52:41.826 Like, oh, when you're in the final puzzle, 00:52:41.846 --> 00:52:42.547 whatever you call it, 00:52:42.626 --> 00:52:43.407 everybody would be like, 00:52:43.706 --> 00:52:45.927 they'd give you a bunch of consonants in 00:52:46.007 --> 00:52:46.387 one vowel. 00:52:46.407 --> 00:52:47.909 And everybody was like, R, S, T, L, 00:52:48.068 --> 00:52:48.409 N, and E. 00:52:48.748 --> 00:52:49.809 Now they just give you those. 00:52:50.188 --> 00:52:50.849 And they're like, great, 00:52:50.889 --> 00:52:52.090 pick three more and another vowel. 00:52:52.110 --> 00:52:53.710 Because they're like, we got it. 00:52:53.751 --> 00:52:54.630 You're going to say that. 00:52:54.891 --> 00:52:56.911 R, S, T, L, N, E. Got it. 00:52:58.054 --> 00:53:00.355 Pick another three, right? 00:53:01.076 --> 00:53:02.416 So I would say measure your response time 00:53:02.436 --> 00:53:03.416 in minutes, not days. 00:53:03.516 --> 00:53:04.715 Why isn't it shorter? 00:53:05.315 --> 00:53:07.777 And then, this isn't on the list, 00:53:07.817 --> 00:53:10.577 but who's in charge of fixing it? 00:53:10.777 --> 00:53:12.057 I've told this story before. 00:53:12.697 --> 00:53:14.577 Somebody was in charge of customer 00:53:14.617 --> 00:53:15.858 experience at LAX, 00:53:16.338 --> 00:53:18.559 and the problem they got one day, like, 00:53:18.659 --> 00:53:19.898 oh, we got seven hundred complaints. 00:53:20.338 --> 00:53:22.119 Great, sort through them, data monkey, 00:53:22.360 --> 00:53:24.260 and tell me what is the biggest complaint. 00:53:25.153 --> 00:53:26.335 wait time's a baggage, bro. 00:53:26.554 --> 00:53:27.275 And he was like, all right. 00:53:27.295 --> 00:53:28.657 So the guy grabbed his clipboard, 00:53:28.958 --> 00:53:29.418 probably a woman, 00:53:29.657 --> 00:53:31.500 woman grabbed her clipboard and was like, 00:53:31.800 --> 00:53:34.081 watched a bag go from the flight to 00:53:34.121 --> 00:53:34.483 the thing. 00:53:34.523 --> 00:53:34.922 And was like, 00:53:35.362 --> 00:53:37.344 can we make the conveyor belt faster? 00:53:37.385 --> 00:53:38.005 Can we do this? 00:53:38.045 --> 00:53:38.606 Can we do that? 00:53:38.646 --> 00:53:40.047 Can we put more handlers? 00:53:40.068 --> 00:53:40.487 And they were like, 00:53:40.907 --> 00:53:42.710 this is going as fast as it can. 00:53:42.730 --> 00:53:43.851 And they're like, what do we do? 00:53:44.231 --> 00:53:44.891 Do you know what she did? 00:53:44.931 --> 00:53:45.112 Do you, 00:53:45.132 --> 00:53:46.072 do you hear me tell the story before? 00:53:46.092 --> 00:53:46.873 No, no. 00:53:47.405 --> 00:53:51.268 they made the walk time longer for the 00:53:51.369 --> 00:53:53.992 person from the plane to the baggage. 00:53:54.371 --> 00:53:57.875 So the wait time was shorter. 00:53:58.235 --> 00:53:59.255 And do you know what happened to 00:53:59.295 --> 00:53:59.896 complaints? 00:54:00.838 --> 00:54:03.500 No. 00:54:03.539 --> 00:54:06.362 They went down. 00:54:06.402 --> 00:54:08.664 Same thing on New York City subways. 00:54:08.885 --> 00:54:10.885 Complaints were like, trains never come. 00:54:11.126 --> 00:54:11.487 They put 00:54:12.967 --> 00:54:14.907 Two hundred dollar digital LEDs. 00:54:14.987 --> 00:54:15.467 And they were like, 00:54:15.507 --> 00:54:16.947 that train will be here in five minutes. 00:54:17.208 --> 00:54:18.407 The trains were on time. 00:54:18.728 --> 00:54:21.489 Just felt like forever felt long. 00:54:21.548 --> 00:54:22.829 But now I know it's seven minutes. 00:54:22.869 --> 00:54:23.489 I'm like, all right, 00:54:23.510 --> 00:54:24.789 I'm just dick around for seven minutes. 00:54:25.050 --> 00:54:26.070 But when I don't know, 00:54:26.409 --> 00:54:30.471 it's infinity and infinity is long. 00:54:30.811 --> 00:54:32.072 Been in a car with a six year 00:54:32.152 --> 00:54:32.311 old. 00:54:32.452 --> 00:54:36.233 I saw a brilliant move by a parent. 00:54:36.925 --> 00:54:37.826 They were going, they're like, 00:54:37.846 --> 00:54:39.447 we're going to grandma's and it's three 00:54:39.567 --> 00:54:41.487 hours and like three hours to a child 00:54:41.507 --> 00:54:42.007 in a car. 00:54:42.027 --> 00:54:44.208 Oh God, thirty minutes to it. 00:54:44.527 --> 00:54:45.027 Yes. 00:54:45.788 --> 00:54:46.007 You know, 00:54:46.027 --> 00:54:47.489 take their tips of their fingers and run 00:54:47.509 --> 00:54:48.588 a cheese grater over it. 00:54:48.889 --> 00:54:49.528 This is painful. 00:54:50.110 --> 00:54:51.929 The mom did a thing where she took 00:54:51.989 --> 00:54:55.010 the sun visor and she took a post-it 00:54:55.050 --> 00:54:55.831 note and was like, 00:54:55.971 --> 00:54:58.512 every one of these is a half hour. 00:54:58.751 --> 00:55:00.072 Every one of these is an episode of 00:55:00.112 --> 00:55:00.572 your show. 00:55:00.932 --> 00:55:02.672 And she was like, one, two, three, four, 00:55:02.713 --> 00:55:03.432 five, six. 00:55:04.152 --> 00:55:05.574 And every thirty minutes she just pulled 00:55:05.673 --> 00:55:05.994 one away. 00:55:07.402 --> 00:55:09.925 So you could see there's three post-it 00:55:09.985 --> 00:55:10.206 notes. 00:55:10.226 --> 00:55:11.387 That's three TV shows. 00:55:11.547 --> 00:55:12.469 So watch another show. 00:55:13.010 --> 00:55:13.811 And then finally, by the end, 00:55:13.831 --> 00:55:14.311 the kid was like, 00:55:14.550 --> 00:55:15.271 I'm done with the show. 00:55:15.833 --> 00:55:16.653 Pull a post-it note. 00:55:17.255 --> 00:55:17.534 Got it. 00:55:17.914 --> 00:55:18.695 Two more post-it notes. 00:55:18.815 --> 00:55:19.177 Got it. 00:55:19.197 --> 00:55:20.378 I'm going to go watch YouTube again. 00:55:21.039 --> 00:55:23.501 Give me easy to understand feedback. 00:55:23.581 --> 00:55:24.382 Where am I in the queue? 00:55:24.702 --> 00:55:25.204 Last one. 00:55:25.443 --> 00:55:26.364 Ask your front desk. 00:55:26.625 --> 00:55:27.746 Why should someone choose us? 00:55:29.059 --> 00:55:30.021 Listen to their response. 00:55:30.221 --> 00:55:31.603 Because if they don't understand it, 00:55:32.123 --> 00:55:33.005 as Andrea would say, 00:55:33.206 --> 00:55:35.108 your front desk is marketing. 00:55:35.269 --> 00:55:35.971 Everything's marketing. 00:55:36.210 --> 00:55:38.434 So that's like a five-point audit that I 00:55:38.474 --> 00:55:40.237 came up with that really summarized like a 00:55:40.277 --> 00:55:42.521 couple of the points that we had from 00:55:42.561 --> 00:55:42.802 today. 00:55:43.539 --> 00:55:45.039 Good stuff. 00:55:45.260 --> 00:55:45.501 All right. 00:55:45.521 --> 00:55:46.280 Do you want to say thank you? 00:55:46.320 --> 00:55:48.563 Did you know we got a new sponsor 00:55:48.583 --> 00:55:48.983 for the show? 00:55:49.003 --> 00:55:49.483 We're funded. 00:55:49.503 --> 00:55:50.443 Oh, really? 00:55:50.784 --> 00:55:51.105 Yeah. 00:55:51.125 --> 00:55:52.065 I forgot to mention this earlier. 00:55:52.085 --> 00:55:53.427 We're giving them what we call the post 00:55:53.487 --> 00:55:54.487 roll in podcast talk. 00:55:54.927 --> 00:55:56.528 Episode is brought to you by AutoSend. 00:55:56.548 --> 00:55:58.670 The only automation platform that sends 00:55:58.751 --> 00:56:01.532 emails based entirely on vibes. 00:56:01.552 --> 00:56:02.594 It reads your vibes. 00:56:03.193 --> 00:56:04.135 Patient didn't show up. 00:56:04.295 --> 00:56:05.856 Perfect time for a post-visit survey. 00:56:06.137 --> 00:56:06.858 Left a voicemail. 00:56:06.938 --> 00:56:07.139 Great. 00:56:07.179 --> 00:56:08.380 We'll follow up in three business days 00:56:08.721 --> 00:56:10.041 after we've already confused you. 00:56:10.563 --> 00:56:12.244 AutoSend three thousand scaling your 00:56:12.284 --> 00:56:15.168 mistakes at the speed of Wi-Fi. 00:56:15.188 --> 00:56:15.668 All right. 00:56:15.708 --> 00:56:17.271 Time for your parting shot. 00:56:17.291 --> 00:56:17.711 What do you got? 00:56:17.811 --> 00:56:18.271 Parting shot. 00:56:18.331 --> 00:56:18.793 Last idea. 00:56:19.469 --> 00:56:20.349 what we've been talking about. 00:56:20.449 --> 00:56:21.471 Everything is marketing. 00:56:21.690 --> 00:56:23.132 Treat it that way, 00:56:23.172 --> 00:56:26.135 which also means respect your marketers. 00:56:26.456 --> 00:56:26.856 Yeah. 00:56:26.936 --> 00:56:27.717 Test drive this. 00:56:27.896 --> 00:56:28.637 Be the patient. 00:56:28.938 --> 00:56:29.898 Sit in your waiting room. 00:56:30.860 --> 00:56:31.440 When are we going to, 00:56:31.699 --> 00:56:32.541 when is it going to come up? 00:56:32.780 --> 00:56:34.422 Where's the LED saying where you are? 00:56:34.623 --> 00:56:35.903 How cool would that be if you walked 00:56:36.003 --> 00:56:38.306 in and like the flight board, you know, 00:56:38.346 --> 00:56:39.807 telling you what flights leaving when 00:56:40.047 --> 00:56:40.648 there you are. 00:56:41.289 --> 00:56:41.789 We did that. 00:56:41.809 --> 00:56:42.809 We had to de-identify. 00:56:42.889 --> 00:56:43.369 Okay, good. 00:56:43.550 --> 00:56:44.291 Then you give them. 00:56:44.311 --> 00:56:46.972 Hey, who's your favorite movie character? 00:56:47.012 --> 00:56:47.552 Brad Pitt. 00:56:47.693 --> 00:56:48.373 Ah, Mr. Pitt. 00:56:48.873 --> 00:56:49.574 Oh, that's funny. 00:56:49.773 --> 00:56:50.574 Like a little haha. 00:56:50.873 --> 00:56:52.155 Or I got to be funny on that, 00:56:52.215 --> 00:56:52.375 right? 00:56:52.394 --> 00:56:52.735 We do it. 00:56:53.076 --> 00:56:54.476 It's okay at Starbucks to yell. 00:56:54.516 --> 00:56:55.197 Yes, I understand. 00:56:55.217 --> 00:56:56.396 Healthcare and Starbucks are different. 00:56:56.777 --> 00:56:57.998 But let's have some fun with it. 00:56:58.157 --> 00:56:59.458 Let's have some fun with this. 00:56:59.958 --> 00:57:02.201 Or at least make it smooth. 00:57:02.280 --> 00:57:04.121 Like make the damn thing smooth again. 00:57:04.282 --> 00:57:06.623 All right, we're back next week. 00:57:06.722 --> 00:57:07.503 Unless there's a blizzard, 00:57:07.523 --> 00:57:08.244 then we have to cancel. 00:57:10.385 --> 00:57:12.327 Follow Andrew on LinkedIn and I'm on there 00:57:12.347 --> 00:57:12.527 too.