WEBVTT 00:00:02.426 --> 00:00:04.990 Broadcasting way too early from three 00:00:05.030 --> 00:00:06.695 separate Wi-Fi connections. 00:00:06.915 --> 00:00:10.242 It's PT Breakfast Club with Tony Meritato, 00:00:10.502 --> 00:00:12.566 Dave Kittle, and Jimmy McKay. 00:00:17.693 --> 00:00:19.934 how to be honest this one feels this 00:00:19.975 --> 00:00:21.894 feel i heard something i think tony 00:00:21.916 --> 00:00:24.777 maritato not even something you said 00:00:24.817 --> 00:00:27.117 before we went live just the vibe you 00:00:27.157 --> 00:00:29.718 said something about the profession not 00:00:29.777 --> 00:00:31.318 existing i mean if that isn't a cold 00:00:31.399 --> 00:00:34.159 open i don't know what is um do 00:00:34.200 --> 00:00:35.719 we want to start with someone else's post 00:00:35.759 --> 00:00:36.661 is that we want to start with are 00:00:36.680 --> 00:00:38.261 you trying to find that one yeah i've 00:00:38.320 --> 00:00:41.942 got it let me pull it up so 00:00:42.122 --> 00:00:44.723 richard severn which i think probably most 00:00:44.764 --> 00:00:45.243 people know 00:00:46.185 --> 00:00:48.107 I'm going to put it on the screen. 00:00:49.249 --> 00:00:51.631 This was posted on his personal profile, 00:00:51.731 --> 00:00:53.533 the doctor of physical therapy students, 00:00:53.552 --> 00:00:54.954 a bunch of different places. 00:00:55.935 --> 00:00:56.396 And basically, 00:00:56.415 --> 00:00:58.457 he's talking about the financial viability 00:00:58.578 --> 00:01:00.299 of the profession, right? 00:01:00.340 --> 00:01:01.600 He's like, I don't want to talk, 00:01:01.640 --> 00:01:03.222 make it all about finances. 00:01:03.262 --> 00:01:05.084 And there have been multiple therapists 00:01:05.183 --> 00:01:07.305 and educators in the profession talking 00:01:07.325 --> 00:01:08.266 about finance. 00:01:09.769 --> 00:01:11.409 But he talks about challenges to the 00:01:11.450 --> 00:01:13.570 financial viability of the profession, 00:01:13.611 --> 00:01:15.012 clinical practice. 00:01:16.573 --> 00:01:18.935 This generation of students is more aware 00:01:19.055 --> 00:01:21.257 of their finances than ever before. 00:01:21.956 --> 00:01:24.118 Talking about return on the investment, 00:01:24.338 --> 00:01:27.861 putting academic PT programs under threat. 00:01:29.796 --> 00:01:30.917 You talk to students. 00:01:31.537 --> 00:01:33.478 You kind of have your finger on the 00:01:33.539 --> 00:01:34.019 pulse. 00:01:35.340 --> 00:01:36.480 Before I keep going, 00:01:36.882 --> 00:01:38.362 what's been your experience? 00:01:39.243 --> 00:01:41.686 I don't truthfully think PT students in 00:01:41.706 --> 00:01:43.867 the programs are thinking about finances 00:01:44.268 --> 00:01:44.588 at all. 00:01:45.248 --> 00:01:46.890 but i think i think they're thinking about 00:01:46.930 --> 00:01:48.370 it more than they did ten years ago 00:01:48.971 --> 00:01:52.233 i do not do that is that funny 00:01:52.254 --> 00:01:53.234 because i'm right or funny because i'm 00:01:53.254 --> 00:01:57.058 wrong more more is relative right before 00:01:57.158 --> 00:01:59.840 it was zero now it's one percent well 00:01:59.939 --> 00:02:01.540 well all right let me it's it's hard 00:02:01.561 --> 00:02:03.643 to measure but i don't think there was 00:02:03.703 --> 00:02:06.685 much discussion there was zero ten years 00:02:06.724 --> 00:02:08.846 ago and now there's some so that's a 00:02:08.945 --> 00:02:11.889 thousand percent more right exactly uh 00:02:12.929 --> 00:02:15.072 Yeah, I think I've said this before, 00:02:15.111 --> 00:02:16.872 and this is not a knock on education, 00:02:17.493 --> 00:02:19.436 but after eighth grade is ninth grade and 00:02:19.475 --> 00:02:20.676 after ninth grade is tenth grade, 00:02:20.736 --> 00:02:21.837 there's always a thing. 00:02:22.598 --> 00:02:23.919 So there was always a thing to land 00:02:23.979 --> 00:02:24.039 on. 00:02:24.080 --> 00:02:25.521 That's how it was for me now. 00:02:27.212 --> 00:02:28.293 the closer you got to the end of 00:02:28.312 --> 00:02:28.733 high school, 00:02:28.772 --> 00:02:29.673 the more your teachers were like, 00:02:29.973 --> 00:02:31.973 you know, you need to do some stuff, 00:02:32.033 --> 00:02:32.213 right? 00:02:32.234 --> 00:02:33.794 You can't just show up and sit there 00:02:33.813 --> 00:02:35.155 and then be moved along to the next 00:02:35.235 --> 00:02:35.594 number. 00:02:35.955 --> 00:02:36.455 Eventually, 00:02:36.495 --> 00:02:37.875 like you're going to get the boot, right? 00:02:38.495 --> 00:02:41.235 So I think that was sort of the 00:02:41.276 --> 00:02:41.475 debt, 00:02:41.496 --> 00:02:43.656 like the idea ten years ago when I 00:02:43.695 --> 00:02:45.977 graduated from PT school, and again, 00:02:45.997 --> 00:02:48.097 only ten years ago, was there's a job, 00:02:48.137 --> 00:02:49.497 like you're going to work for it, 00:02:49.516 --> 00:02:50.518 but there will be one. 00:02:51.018 --> 00:02:52.157 And now some of those jobs, 00:02:52.177 --> 00:02:54.277 you're underwater in terms of like 00:02:54.298 --> 00:02:56.158 whatever you owe versus whatever it's 00:02:56.179 --> 00:02:56.519 paying. 00:02:57.730 --> 00:02:58.932 And that should be a wake-up call that 00:02:58.973 --> 00:03:00.854 you need to do something different. 00:03:01.175 --> 00:03:02.538 It doesn't necessarily need to be more. 00:03:02.737 --> 00:03:02.897 I mean, 00:03:02.918 --> 00:03:04.080 listen to a guy like Chris Corner and 00:03:04.099 --> 00:03:04.400 he's like, 00:03:04.941 --> 00:03:06.804 you don't need to necessarily just keep 00:03:07.123 --> 00:03:08.445 working more hours, right? 00:03:08.466 --> 00:03:10.127 There is that whole, I mean, 00:03:10.147 --> 00:03:10.609 if I heard it, 00:03:10.669 --> 00:03:12.110 if there's a cliche for the last ten 00:03:12.131 --> 00:03:14.334 years, it's trade time for money. 00:03:16.055 --> 00:03:17.295 Yeah, it's ability for money. 00:03:17.316 --> 00:03:18.156 It's time for money, right? 00:03:18.415 --> 00:03:21.537 But if you're in first gear and for 00:03:21.576 --> 00:03:23.418 every spin of the pedals, 00:03:23.437 --> 00:03:24.859 you're only getting one spin of the back 00:03:24.899 --> 00:03:26.258 wheel, that's not good. 00:03:26.838 --> 00:03:28.120 Figure out something else to do. 00:03:28.520 --> 00:03:30.420 Maybe don't bail out of the profession 00:03:30.520 --> 00:03:33.361 altogether before you look around and say, 00:03:33.421 --> 00:03:34.542 well, what else do I like to do? 00:03:34.581 --> 00:03:35.162 What am I good at? 00:03:35.763 --> 00:03:38.022 What is no one else doing that a 00:03:38.043 --> 00:03:39.563 bunch of people need to do? 00:03:40.063 --> 00:03:41.685 Again, 00:03:41.705 --> 00:03:43.425 still shocked that no one's also adding... 00:03:46.061 --> 00:03:48.203 food service i thought your idea for like 00:03:48.463 --> 00:03:51.826 like meal prepping with people who were 00:03:52.086 --> 00:03:54.169 either homebound or just don't have the 00:03:54.189 --> 00:03:56.352 time or like me i have lots of 00:03:56.391 --> 00:03:58.895 time i don't like doing it and i 00:03:58.914 --> 00:04:00.695 would pay someone to do that right i'm 00:04:00.735 --> 00:04:03.038 not lazy i just i'd rather be outside 00:04:03.098 --> 00:04:04.901 mowing the lawn or weed whacking than i 00:04:04.920 --> 00:04:06.823 would cooking something and other people 00:04:06.862 --> 00:04:07.503 are vice versa 00:04:08.686 --> 00:04:10.127 So I think the fact that if you 00:04:10.167 --> 00:04:11.448 don't know who Rich Severn is, 00:04:12.128 --> 00:04:13.550 he might be one of the last people 00:04:13.569 --> 00:04:14.211 to go out of the way, 00:04:14.251 --> 00:04:15.891 in my opinion, to talk about finances. 00:04:16.091 --> 00:04:18.213 This guy's all about clinical excellence. 00:04:18.233 --> 00:04:19.254 He's in academia. 00:04:19.355 --> 00:04:20.896 And the fact that he's doing this, 00:04:21.355 --> 00:04:22.958 but he's also seeing this full circle 00:04:22.978 --> 00:04:24.819 moment, I think. 00:04:24.879 --> 00:04:27.480 Because at eleven fifty nine on the clock, 00:04:27.500 --> 00:04:28.982 you have students and at twelve oh one, 00:04:29.002 --> 00:04:30.624 you have academics and programs. 00:04:30.903 --> 00:04:31.925 And now I think they're both 00:04:33.829 --> 00:04:34.790 Touching each other, right? 00:04:34.870 --> 00:04:35.610 I mean, 00:04:35.629 --> 00:04:37.291 somebody had a stat the other day of 00:04:37.331 --> 00:04:39.312 how many colleges there were in the 00:04:39.372 --> 00:04:41.194 country and how many of them were 00:04:41.574 --> 00:04:42.774 financially in trouble. 00:04:42.995 --> 00:04:44.276 And the number wasn't good. 00:04:44.516 --> 00:04:46.517 It was a significant amount. 00:04:48.178 --> 00:04:49.399 I think Rich is looking at it from 00:04:49.439 --> 00:04:50.221 the lens of like, well, 00:04:50.261 --> 00:04:51.922 if these schools are in trouble, 00:04:52.062 --> 00:04:53.523 who's going to be teaching the next 00:04:53.562 --> 00:04:54.744 generation of PTs? 00:04:54.764 --> 00:04:55.745 The answer might be no one. 00:04:56.144 --> 00:04:57.026 And then what happens? 00:04:58.125 --> 00:04:59.846 other professions absorb the things that 00:04:59.867 --> 00:05:01.427 we did i think that's the route that 00:05:01.468 --> 00:05:02.728 you were going and that's the route that's 00:05:02.767 --> 00:05:03.869 sort of what i i didn't even read 00:05:03.908 --> 00:05:06.310 rich's post i didn't see it but i've 00:05:06.449 --> 00:05:07.769 listened to rich enough to go i think 00:05:07.850 --> 00:05:09.651 i know where he's going rich isn't the 00:05:09.670 --> 00:05:11.732 guy trying to get loaded he ain't the 00:05:11.752 --> 00:05:14.372 guy trying to get rich rich ironically is 00:05:14.413 --> 00:05:16.613 trying to just teach people and be happy 00:05:16.653 --> 00:05:20.336 and be good so um i'm on a 00:05:20.375 --> 00:05:22.776 diatribe here so oh uh my thing i 00:05:22.797 --> 00:05:24.338 think students are more aware of it 00:05:25.778 --> 00:05:26.879 And one step further, 00:05:27.019 --> 00:05:28.600 I think the ones that are hyper aware 00:05:28.641 --> 00:05:30.180 of it aren't making the decision to go 00:05:30.201 --> 00:05:30.862 to PT school. 00:05:31.341 --> 00:05:32.502 I think the ones that are actually 00:05:32.543 --> 00:05:34.182 crunching the numbers and looking at them 00:05:34.223 --> 00:05:36.324 and saying, this math, don't math. 00:05:36.685 --> 00:05:38.064 We never hear from, I never meet them. 00:05:38.084 --> 00:05:39.225 They never listened to this podcast 00:05:39.245 --> 00:05:40.567 because they never make the decision. 00:05:40.747 --> 00:05:41.226 They're gone. 00:05:42.129 --> 00:05:42.410 Right. 00:05:42.730 --> 00:05:43.471 Yeah. 00:05:43.490 --> 00:05:44.011 And that's what it is. 00:05:44.031 --> 00:05:44.310 You know, 00:05:44.771 --> 00:05:47.052 basically what I'm taking away from his 00:05:47.112 --> 00:05:51.134 post is if the financial situation in 00:05:51.175 --> 00:05:52.636 clinical practice improves, 00:05:52.675 --> 00:05:55.218 the value of the profession improves, 00:05:55.598 --> 00:05:56.798 we attract more people. 00:05:58.680 --> 00:06:00.721 And when I look at that, I mean, 00:06:01.060 --> 00:06:03.302 it goes back to chicken or the egg. 00:06:04.182 --> 00:06:07.845 Are we as a profession past the point 00:06:07.906 --> 00:06:09.966 where maybe back in the day, 00:06:10.749 --> 00:06:13.411 We were able to kind of bring people 00:06:13.550 --> 00:06:13.690 in, 00:06:13.750 --> 00:06:16.072 attract students who just want to help 00:06:16.112 --> 00:06:16.992 people, right? 00:06:17.012 --> 00:06:17.812 That's what we did. 00:06:18.853 --> 00:06:21.254 Now it's not financially viable anymore to 00:06:21.314 --> 00:06:23.375 just want to help people because the 00:06:23.437 --> 00:06:26.057 people helping people need to buy a house, 00:06:26.117 --> 00:06:27.038 need to buy a car, 00:06:27.098 --> 00:06:28.199 need to raise their kids, 00:06:28.238 --> 00:06:29.439 like do all of this stuff. 00:06:31.598 --> 00:06:34.199 So all morning I was playing around with 00:06:34.379 --> 00:06:36.160 AI and I was talking to AI. 00:06:36.180 --> 00:06:36.519 I'm like, 00:06:36.560 --> 00:06:38.199 how do you differentiate between the 00:06:38.259 --> 00:06:40.560 healer physical therapist who wants hands 00:06:40.620 --> 00:06:41.461 on the patient, 00:06:42.060 --> 00:06:44.380 the therapist who wants an hour dedicated 00:06:44.401 --> 00:06:45.600 to each individual, 00:06:45.761 --> 00:06:48.201 make a fully customized treatment plan 00:06:48.822 --> 00:06:50.922 versus somebody more in my world where I'm 00:06:50.961 --> 00:06:52.423 like, look, we're all humans. 00:06:52.762 --> 00:06:54.802 We need to walk or locomote. 00:06:54.882 --> 00:06:56.202 We need to move through space, 00:06:56.242 --> 00:06:57.283 however we do that. 00:06:57.742 --> 00:06:59.704 We need to lift and push and pull 00:06:59.723 --> 00:07:00.244 and carry. 00:07:01.184 --> 00:07:04.226 I can develop a plan that pretty much 00:07:04.286 --> 00:07:05.668 works everything. 00:07:07.528 --> 00:07:10.411 I haven't taken a student for probably 00:07:10.812 --> 00:07:11.552 almost ten years. 00:07:11.952 --> 00:07:13.014 Since before COVID, 00:07:13.053 --> 00:07:14.375 I haven't accepted any students. 00:07:15.194 --> 00:07:15.733 Yesterday, 00:07:15.754 --> 00:07:16.975 I talked to a local high school. 00:07:16.995 --> 00:07:18.454 They're like, I've got this young girl. 00:07:18.814 --> 00:07:20.036 She really wants to be a physical 00:07:20.055 --> 00:07:20.656 therapist. 00:07:20.675 --> 00:07:22.297 She's in her senior year of high school. 00:07:22.377 --> 00:07:23.637 Can we do this arrangement? 00:07:23.656 --> 00:07:24.557 I was like, yeah, we'll take her. 00:07:25.398 --> 00:07:26.937 Because now we're kind of in a better 00:07:26.997 --> 00:07:29.838 position to provide the student with what 00:07:29.899 --> 00:07:30.639 I believe they need. 00:07:31.538 --> 00:07:32.579 But with that, 00:07:33.100 --> 00:07:34.279 one of the main things I'm going to 00:07:34.300 --> 00:07:36.560 show this student is, look, 00:07:36.880 --> 00:07:39.380 here's ten humans that all walked in with 00:07:39.401 --> 00:07:41.541 different conditions, a back, a shoulder, 00:07:41.581 --> 00:07:42.942 a knee, a hip or whatever. 00:07:43.423 --> 00:07:45.362 They all have different histories. 00:07:45.403 --> 00:07:47.144 They're all unique personalities. 00:07:47.524 --> 00:07:50.384 They're all kind of snowflakes in their 00:07:50.524 --> 00:07:51.084 own way. 00:07:51.785 --> 00:07:53.026 But at the end of the day, 00:07:53.906 --> 00:07:56.728 every single one of them will benefit from 00:07:56.807 --> 00:07:58.309 doing these five things, 00:07:58.810 --> 00:08:00.091 walking across the balance beam, 00:08:00.130 --> 00:08:01.331 carrying a weight, you know, 00:08:01.492 --> 00:08:03.492 resisting this motion, whatever it is. 00:08:05.634 --> 00:08:06.956 And that's where I go back to him. 00:08:07.016 --> 00:08:08.377 Like, first, 00:08:08.416 --> 00:08:11.298 we have the identity issue of am I 00:08:11.319 --> 00:08:13.800 the person who has to do the intervention 00:08:14.502 --> 00:08:16.923 or am I the person who who now 00:08:17.223 --> 00:08:18.805 analyzes the situation, 00:08:18.884 --> 00:08:20.927 determines the plan of care and then lets 00:08:20.987 --> 00:08:21.887 the technician 00:08:22.781 --> 00:08:24.324 deliver the intervention, 00:08:24.704 --> 00:08:26.607 not even a physical therapist assistant, 00:08:27.047 --> 00:08:29.290 but an actual unlicensed tech that's been 00:08:29.310 --> 00:08:29.911 trained by me. 00:08:31.733 --> 00:08:34.655 And if we continue down the road as 00:08:34.676 --> 00:08:35.456 a profession, 00:08:36.706 --> 00:08:40.330 fostering the culture that nope everything 00:08:40.370 --> 00:08:41.971 has to be done by the pt or 00:08:41.991 --> 00:08:44.413 the pta nothing can be outsourced to the 00:08:44.453 --> 00:08:47.817 technician working under the pt or the pta 00:08:48.738 --> 00:08:51.160 i just think we we've passed that uh 00:08:51.301 --> 00:08:54.703 replacement population growth where now 00:08:54.724 --> 00:08:56.426 we're declining and at some point 00:08:57.025 --> 00:08:59.606 correct at some point we're going to be 00:08:59.687 --> 00:09:01.567 replaced and it's not so much that i'm 00:09:01.607 --> 00:09:04.629 going to replace it's what i deliver is 00:09:04.668 --> 00:09:06.269 going to be replaced okay this person 00:09:06.288 --> 00:09:07.769 walks in they have shoulder pain they want 00:09:08.070 --> 00:09:10.650 to reduce pain and improve function i 00:09:10.730 --> 00:09:13.251 don't i'm not the only option to do 00:09:13.292 --> 00:09:15.812 that i'm one option to do that and 00:09:15.832 --> 00:09:18.073 if i can't do it at scale somebody 00:09:18.134 --> 00:09:19.134 else is going to come in and do 00:09:19.173 --> 00:09:21.095 it because these individuals need that 00:09:21.195 --> 00:09:21.554 outcome 00:09:22.514 --> 00:09:24.658 Funny part is this last weekend, 00:09:24.698 --> 00:09:27.102 I was at like a prompt growth summit. 00:09:27.143 --> 00:09:28.384 This brought a bunch of practice owners 00:09:28.424 --> 00:09:28.485 in. 00:09:29.794 --> 00:09:31.154 And my job for two of the sessions, 00:09:31.355 --> 00:09:33.296 and you're gonna love this, was poke. 00:09:34.176 --> 00:09:36.657 Ask a question until you got enough people 00:09:36.716 --> 00:09:38.657 talking and then shut up, 00:09:39.197 --> 00:09:40.136 which is harder for me to do, 00:09:40.157 --> 00:09:40.557 but I did it. 00:09:41.197 --> 00:09:44.418 And the only rule was we can talk 00:09:44.437 --> 00:09:45.558 about the ideas that were there, 00:09:45.719 --> 00:09:47.198 just like Graham sessions at that one 00:09:47.239 --> 00:09:48.859 conference, just don't say who said what. 00:09:49.339 --> 00:09:52.980 And the idea of PTAs or care extenders 00:09:53.000 --> 00:09:54.520 were brought up and all these practice 00:09:54.561 --> 00:09:55.860 owners, most of them were larger, 00:09:56.660 --> 00:09:59.001 footprints all of them most of them were 00:09:59.022 --> 00:10:01.003 in agreement that is a great idea in 00:10:01.043 --> 00:10:03.043 fact if you're not doing it that math 00:10:03.063 --> 00:10:04.364 don't math and these are the people who 00:10:04.403 --> 00:10:06.404 are paying attention to their own math 00:10:06.424 --> 00:10:08.225 they're not using hypothetical math 00:10:08.245 --> 00:10:10.226 they're using their math in with their 00:10:10.267 --> 00:10:12.347 payer mix in their state with their staff 00:10:12.388 --> 00:10:14.308 their overhead their costs and they're all 00:10:14.349 --> 00:10:16.629 saying yeah we we are doing this as 00:10:16.669 --> 00:10:18.490 much as we possibly can and if not 00:10:18.530 --> 00:10:19.431 we should be doing it more 00:10:21.126 --> 00:10:22.628 Yeah. 00:10:22.648 --> 00:10:23.388 So is it ego? 00:10:23.509 --> 00:10:26.090 Is it I'm these these are the hands 00:10:26.129 --> 00:10:26.649 of a healer? 00:10:26.711 --> 00:10:29.731 Is it that is it we're taught that 00:10:29.812 --> 00:10:31.774 we're the one don't let someone else do 00:10:31.813 --> 00:10:32.994 the thing that's the magic. 00:10:33.053 --> 00:10:34.855 But you and I think both agree that 00:10:34.895 --> 00:10:35.995 these aren't magic. 00:10:36.056 --> 00:10:36.557 It's you know, 00:10:36.576 --> 00:10:38.538 it's supposed to be this and sort of 00:10:38.577 --> 00:10:39.979 this like, I don't know. 00:10:41.275 --> 00:10:43.517 I think it's a combination of, you know, 00:10:43.537 --> 00:10:45.918 I go back to listening on TikTok, 00:10:46.778 --> 00:10:48.919 this particular OT that I listen to a 00:10:48.960 --> 00:10:49.320 lot, 00:10:50.681 --> 00:10:52.400 who I completely disagree with all of her 00:10:52.480 --> 00:10:53.861 perspectives. 00:10:54.081 --> 00:10:54.782 I don't know her name, 00:10:55.403 --> 00:10:56.763 and I wouldn't say it even if I 00:10:56.822 --> 00:10:57.144 did. 00:10:57.183 --> 00:10:58.043 What are her perspectives? 00:10:58.083 --> 00:10:58.583 What is her stance? 00:10:58.604 --> 00:11:01.345 Well, it's just back to... 00:11:03.995 --> 00:11:05.937 Each individual needs a customized, 00:11:06.499 --> 00:11:07.700 dedicated plan. 00:11:07.740 --> 00:11:10.202 And we've got all of this knowledge in 00:11:10.243 --> 00:11:11.183 our head, which we do. 00:11:12.945 --> 00:11:17.230 They basically want the patient to get a 00:11:17.269 --> 00:11:18.731 thousand dollar experience 00:11:19.655 --> 00:11:21.517 But they refuse to allow the patient to 00:11:21.537 --> 00:11:22.118 pay for it. 00:11:22.158 --> 00:11:24.578 They expect the taxpayer in the community 00:11:24.599 --> 00:11:25.279 to pay for it. 00:11:26.980 --> 00:11:29.503 And they refuse to provide the service for 00:11:29.562 --> 00:11:31.303 less money because they need to make 00:11:31.364 --> 00:11:31.624 money. 00:11:31.683 --> 00:11:33.466 So they want to get paid more. 00:11:34.206 --> 00:11:38.068 They want non-patients to pay the bill for 00:11:38.089 --> 00:11:38.448 them. 00:11:39.169 --> 00:11:40.571 It's like they want all of these things 00:11:40.591 --> 00:11:40.931 together. 00:11:40.951 --> 00:11:42.772 And then this is where I really struggle 00:11:42.912 --> 00:11:43.292 also. 00:11:44.212 --> 00:11:46.014 i'm like where do you draw the line 00:11:46.053 --> 00:11:49.115 between personal responsibility versus 00:11:49.154 --> 00:11:52.277 this kind of victim mentality where she 00:11:52.537 --> 00:11:55.577 she's like hey i was burnt out i 00:11:55.597 --> 00:11:57.818 couldn't stay in the clinic i'm out of 00:11:57.938 --> 00:12:01.600 patient care but i'm still an ot and 00:12:01.640 --> 00:12:03.682 i want other ots to be more like 00:12:03.761 --> 00:12:06.383 me well if everybody's like you nobody's 00:12:06.403 --> 00:12:08.124 going to treat patients everybody's going 00:12:08.144 --> 00:12:09.664 to teach people how to treat patients and 00:12:09.684 --> 00:12:11.265 nobody's going to treat patients yeah 00:12:12.345 --> 00:12:13.325 Um, so again, 00:12:13.345 --> 00:12:15.105 that's not a sustainable profession. 00:12:15.125 --> 00:12:17.366 Like I can't hire somebody like that. 00:12:17.407 --> 00:12:19.246 That's why I've given up on hiring 00:12:19.628 --> 00:12:20.288 clinicians. 00:12:20.388 --> 00:12:21.307 I just can't do it. 00:12:22.828 --> 00:12:23.849 Who would be perfect for you? 00:12:23.869 --> 00:12:24.028 Like, 00:12:24.308 --> 00:12:25.830 how would you describe the person who you 00:12:25.850 --> 00:12:26.990 would love to have walk in and you'd 00:12:27.029 --> 00:12:27.330 hire? 00:12:27.830 --> 00:12:28.630 What, what, what, what are their, 00:12:28.650 --> 00:12:29.610 what would their motive? 00:12:29.671 --> 00:12:30.530 Like, what would their vibe be? 00:12:30.551 --> 00:12:31.272 And what would they like? 00:12:31.292 --> 00:12:33.172 What would the, what would drive them? 00:12:33.211 --> 00:12:34.033 That's a great question. 00:12:34.373 --> 00:12:36.113 I think a big part of it is 00:12:36.413 --> 00:12:38.214 you don't have to do what I do. 00:12:38.474 --> 00:12:39.453 You don't have to do it the way 00:12:39.514 --> 00:12:39.934 I do it. 00:12:39.975 --> 00:12:40.914 You can do your own thing. 00:12:41.703 --> 00:12:45.687 But you have to have a passion for 00:12:46.567 --> 00:12:47.889 putting the numbers together, 00:12:47.989 --> 00:12:50.549 understanding the finances behind it, 00:12:50.610 --> 00:12:53.032 making conscious decisions of, hey, 00:12:53.131 --> 00:12:56.073 I'm willing to sacrifice more income 00:12:56.634 --> 00:12:57.956 because I'm going to do what I want 00:12:57.975 --> 00:13:00.677 to do versus I want to do what 00:13:00.717 --> 00:13:02.058 I want to do and I want to 00:13:02.178 --> 00:13:04.220 make a premium income. 00:13:04.259 --> 00:13:05.760 Like Dave's not here today, 00:13:05.801 --> 00:13:09.923 but Dave makes a premium income for what 00:13:09.964 --> 00:13:10.384 he does. 00:13:11.855 --> 00:13:13.515 I'm okay taking less money. 00:13:13.875 --> 00:13:16.197 I take a lot less money for delivering 00:13:16.216 --> 00:13:18.177 what I still believe is an outstanding 00:13:18.216 --> 00:13:20.418 patient care experience, you know? 00:13:20.457 --> 00:13:22.619 And so what I would look for in 00:13:22.678 --> 00:13:24.779 an individual who potentially could join 00:13:24.820 --> 00:13:27.941 the team would be somebody who they're, 00:13:28.100 --> 00:13:30.022 they're a self-starter. 00:13:30.182 --> 00:13:31.402 They think independently, 00:13:31.802 --> 00:13:32.802 they know what they want to do. 00:13:32.842 --> 00:13:34.123 They know what they want to achieve. 00:13:34.163 --> 00:13:36.203 They understand the finances behind it. 00:13:36.244 --> 00:13:36.524 They can, 00:13:36.583 --> 00:13:39.424 they can find a middle ground between 00:13:40.023 --> 00:13:41.923 making enough money to be comfortable, 00:13:42.903 --> 00:13:44.904 achieving their financial goals, 00:13:45.524 --> 00:13:47.285 and still delivering an experience that 00:13:47.306 --> 00:13:47.905 the patient wants, 00:13:48.106 --> 00:13:50.106 even if it's nothing like the experience 00:13:50.126 --> 00:13:50.908 that I deliver. 00:13:51.908 --> 00:13:54.308 But that person is doing it themselves, 00:13:54.629 --> 00:13:56.889 and there's no reason for them to come 00:13:56.909 --> 00:13:59.572 work for me. 00:13:59.692 --> 00:14:02.692 If I worked for you or Dave, 00:14:02.852 --> 00:14:04.313 I would have stayed in clinical practice 00:14:04.514 --> 00:14:04.833 longer. 00:14:05.523 --> 00:14:08.464 The reason I left was my brain don't 00:14:08.504 --> 00:14:10.464 brain like some people were like, oh, 00:14:10.504 --> 00:14:12.965 you're the angle of the force that you're 00:14:13.105 --> 00:14:14.004 using on the tibia. 00:14:14.024 --> 00:14:15.764 Jimmy, you're ten degrees off, buddy. 00:14:15.784 --> 00:14:16.346 Like, what do you do? 00:14:16.745 --> 00:14:17.686 And I just remember being like, 00:14:18.086 --> 00:14:18.505 I don't know, 00:14:18.546 --> 00:14:20.105 like I sort of felt like getting a 00:14:20.125 --> 00:14:20.225 move. 00:14:20.245 --> 00:14:21.826 Their leg was like more more. 00:14:21.846 --> 00:14:23.086 That was eighty five percent of it. 00:14:23.486 --> 00:14:25.148 So I felt like the places that I 00:14:25.187 --> 00:14:25.807 worked were 00:14:28.089 --> 00:14:29.491 way focused on the wrong thing. 00:14:29.532 --> 00:14:30.575 And I kept looking at myself in the 00:14:30.595 --> 00:14:31.216 mirror being like, 00:14:31.255 --> 00:14:33.480 you are round peg in square hole world. 00:14:33.841 --> 00:14:34.643 You got to get the hell out of 00:14:34.663 --> 00:14:34.823 there. 00:14:35.124 --> 00:14:35.264 Like, 00:14:35.304 --> 00:14:36.628 I feel like more people need to talk 00:14:36.668 --> 00:14:37.068 about that. 00:14:37.389 --> 00:14:38.652 What you're talking about, which is... 00:14:39.446 --> 00:14:40.167 And, you know, 00:14:40.206 --> 00:14:42.548 my physical therapist assistant and I talk 00:14:42.567 --> 00:14:43.028 about this. 00:14:43.048 --> 00:14:44.849 We're like, it doesn't really matter. 00:14:45.289 --> 00:14:47.390 It doesn't have to be that technical. 00:14:47.431 --> 00:14:50.153 There are cases where it does need to 00:14:50.192 --> 00:14:51.113 be that technical. 00:14:51.734 --> 00:14:55.015 And that's where I think the value is. 00:14:55.456 --> 00:14:57.157 Those therapists are working for 00:14:57.216 --> 00:14:59.077 institutions where they're not being 00:14:59.138 --> 00:14:59.698 monitored. 00:14:59.719 --> 00:15:00.519 They're not, you know, 00:15:00.558 --> 00:15:02.360 productivity standards aren't at a hundred 00:15:02.379 --> 00:15:03.140 and twenty percent. 00:15:03.681 --> 00:15:06.101 you can have three patients walking 00:15:06.162 --> 00:15:08.342 working with a patient who had a stroke 00:15:08.863 --> 00:15:11.663 and and all of that resource going into 00:15:11.683 --> 00:15:13.325 that one individual because that 00:15:13.384 --> 00:15:16.105 institution is making all their money 00:15:16.145 --> 00:15:17.405 somewhere else yeah correct the overhead 00:15:17.426 --> 00:15:19.427 is covered you could do nothing and the 00:15:19.466 --> 00:15:21.687 overhead is covered right right but in my 00:15:21.988 --> 00:15:24.087 my situation it's more like hey we just 00:15:24.128 --> 00:15:25.849 need to move we need to work out 00:15:25.889 --> 00:15:28.370 like the individual just needs a little 00:15:28.389 --> 00:15:30.791 more fit now i will say real quick 00:15:31.710 --> 00:15:35.510 So yesterday I had two situations where I 00:15:35.850 --> 00:15:37.072 evaluated a patient, 00:15:37.851 --> 00:15:39.711 I expected a specific outcome. 00:15:40.633 --> 00:15:41.852 During the treatment, 00:15:43.153 --> 00:15:46.254 I found new information that changed my 00:15:46.333 --> 00:15:48.735 perspective on what this person actually 00:15:48.794 --> 00:15:49.154 needed. 00:15:49.855 --> 00:15:51.895 Hence, I changed what we were doing. 00:15:52.395 --> 00:15:54.115 If I had delegated that out to a 00:15:54.176 --> 00:15:56.037 technician that is not a therapist, 00:15:56.157 --> 00:15:57.537 I don't think that would have been 00:15:57.897 --> 00:15:59.238 necessarily identified. 00:15:59.837 --> 00:16:01.318 It might have been identified two, 00:16:01.359 --> 00:16:04.061 three sessions later after some of that 00:16:04.100 --> 00:16:05.341 money had been wasted. 00:16:05.942 --> 00:16:07.123 So again, 00:16:07.643 --> 00:16:09.865 I'm still trying to find that balance 00:16:09.904 --> 00:16:11.225 point where, yeah, 00:16:11.525 --> 00:16:13.486 I can have a standardized protocol. 00:16:13.567 --> 00:16:14.388 Everybody comes in. 00:16:14.447 --> 00:16:15.788 They do the same ten things. 00:16:15.808 --> 00:16:17.330 They're all going to get some level of 00:16:17.389 --> 00:16:17.990 improvement, 00:16:18.029 --> 00:16:19.551 but they're going to be people who need 00:16:19.711 --> 00:16:22.793 more direct supervision, 00:16:22.833 --> 00:16:24.154 more direct analysis. 00:16:25.094 --> 00:16:27.095 i don't know where that point is yeah 00:16:27.895 --> 00:16:30.216 but i go back to like all right 00:16:30.298 --> 00:16:32.979 there are therapists who who have to go 00:16:33.078 --> 00:16:36.181 and do legal depositions they've been 00:16:36.260 --> 00:16:39.683 documenting for twenty years preparing for 00:16:39.703 --> 00:16:41.445 the one time that they have to go 00:16:41.644 --> 00:16:44.746 do a deposition that is a whole lot 00:16:44.787 --> 00:16:47.028 of over documentation for the chance that 00:16:47.168 --> 00:16:48.830 one time in twenty years i'm gonna get 00:16:48.870 --> 00:16:50.230 called into a court of law 00:16:51.331 --> 00:16:52.153 And like, 00:16:52.273 --> 00:16:53.753 these are the kinds of things that I'm 00:16:53.793 --> 00:16:54.072 like, 00:16:54.193 --> 00:16:57.434 you don't over-treat everybody just 00:16:57.475 --> 00:16:58.755 because occasionally there's going to be 00:16:58.875 --> 00:17:00.836 one or two cases that do need more, 00:17:01.437 --> 00:17:03.898 you know, let's go the other direction, 00:17:04.598 --> 00:17:06.338 figure out a system where if there is 00:17:06.380 --> 00:17:08.200 something, a red flag that pops up, 00:17:09.040 --> 00:17:10.060 we can identify it. 00:17:10.101 --> 00:17:12.342 Then that person goes to the specialist. 00:17:12.422 --> 00:17:14.502 Not everybody goes to the specialist. 00:17:14.723 --> 00:17:15.263 Right. 00:17:15.304 --> 00:17:16.044 Yeah. 00:17:16.104 --> 00:17:17.025 Horses, not zebras. 00:17:18.804 --> 00:17:21.365 When does this break? 00:17:21.465 --> 00:17:24.288 You brought something up very briefly that 00:17:24.449 --> 00:17:26.550 I think actually tips the scales. 00:17:28.373 --> 00:17:29.693 We don't have a problem right now, 00:17:29.933 --> 00:17:30.974 or everybody tells me at least, 00:17:31.115 --> 00:17:32.797 most of the time problem is not finding 00:17:32.836 --> 00:17:33.317 patients. 00:17:34.137 --> 00:17:34.637 Right. 00:17:34.678 --> 00:17:36.059 But when there are less humans, 00:17:37.361 --> 00:17:39.962 I imagine right now the biggest two 00:17:39.982 --> 00:17:40.503 problems, 00:17:40.604 --> 00:17:41.724 there's going to be three problems, right? 00:17:42.045 --> 00:17:43.286 The biggest of the two or the three 00:17:43.326 --> 00:17:43.866 right now are 00:17:44.752 --> 00:17:44.972 Well, 00:17:44.992 --> 00:17:46.834 I'm getting paid less for doing work. 00:17:47.534 --> 00:17:49.713 I've got to figure out how to take 00:17:49.733 --> 00:17:50.574 a hundred dollars, 00:17:51.075 --> 00:17:53.154 but provide something for sixty dollars so 00:17:53.214 --> 00:17:54.335 I can at least make forty. 00:17:54.855 --> 00:17:54.996 Right. 00:17:55.036 --> 00:17:56.175 So it's the economics. 00:17:56.195 --> 00:17:57.036 We'll call it the number. 00:17:57.615 --> 00:17:59.517 And then it's I need more people who 00:17:59.557 --> 00:18:02.718 want to do the thing that brings in 00:18:02.758 --> 00:18:03.218 the revenue. 00:18:03.478 --> 00:18:04.557 It's not the patient's thing. 00:18:05.038 --> 00:18:06.699 What happens when we throw the third 00:18:06.759 --> 00:18:07.499 problem on there? 00:18:08.058 --> 00:18:10.000 And I'm sure AI could map this out 00:18:10.019 --> 00:18:11.660 with a bell curve of 00:18:12.160 --> 00:18:13.661 Where the population dip is, right? 00:18:13.681 --> 00:18:15.602 Because the end of the baby boom is 00:18:15.741 --> 00:18:16.481 in their seventies. 00:18:16.561 --> 00:18:17.182 I think my dad, 00:18:17.222 --> 00:18:18.083 the end of the baby boom, 00:18:18.103 --> 00:18:19.063 and he's seventy three. 00:18:19.683 --> 00:18:22.644 So like, yeah, in ten years, 00:18:24.066 --> 00:18:24.945 what's that kind of I mean, 00:18:24.986 --> 00:18:25.967 is that going to be the thing that 00:18:26.126 --> 00:18:26.507 really, 00:18:27.587 --> 00:18:29.248 really puts the pressure on all of the 00:18:29.268 --> 00:18:30.368 things that we're talking about now? 00:18:31.945 --> 00:18:34.448 uh that's a good question yeah i i 00:18:34.508 --> 00:18:37.810 think there's there's that but then you go 00:18:38.371 --> 00:18:41.653 deeper and you're like okay well how much 00:18:41.753 --> 00:18:43.635 is hinge and sword gonna take off our 00:18:43.675 --> 00:18:46.657 plate you know for the individuals like 00:18:46.698 --> 00:18:49.361 how are they gonna commoditize at scale 00:18:49.941 --> 00:18:51.761 simple orthopedic cases that would have 00:18:51.821 --> 00:18:53.821 come to a live physical therapist that 00:18:53.842 --> 00:18:55.163 don't really need a live physical 00:18:55.182 --> 00:18:55.843 therapist, 00:18:55.863 --> 00:18:57.103 they would have taken care of that. 00:18:57.623 --> 00:19:00.624 How is AI and technology gonna develop new 00:19:00.683 --> 00:19:01.424 interventions? 00:19:01.464 --> 00:19:03.045 I mean, AI in healthcare, 00:19:03.105 --> 00:19:04.605 robotics in healthcare, 00:19:05.165 --> 00:19:07.086 like I do think this is gonna have 00:19:07.106 --> 00:19:09.346 a major impact where maybe we don't have 00:19:09.386 --> 00:19:12.188 as many people who are gonna need the 00:19:12.228 --> 00:19:14.229 services of human physical therapist. 00:19:15.430 --> 00:19:18.311 Are we going to advance technology quicker 00:19:19.032 --> 00:19:21.454 than the population of licensed PTs is 00:19:21.474 --> 00:19:22.296 going to decline? 00:19:22.957 --> 00:19:24.577 Who's going to get to the finish line 00:19:24.657 --> 00:19:25.098 first? 00:19:25.719 --> 00:19:26.200 I don't know. 00:19:27.760 --> 00:19:30.523 Or is the educational system going to 00:19:30.564 --> 00:19:31.345 change and adapt? 00:19:31.444 --> 00:19:31.664 You know, 00:19:31.684 --> 00:19:34.468 are they gonna change the culture of who 00:19:34.528 --> 00:19:36.229 are we putting out into the profession? 00:19:36.628 --> 00:19:38.931 Who are the students we're attracting? 00:19:39.471 --> 00:19:43.394 Why is it that chiropractors tend to go 00:19:43.434 --> 00:19:45.336 into private practice more than physical 00:19:45.355 --> 00:19:45.896 therapists? 00:19:46.457 --> 00:19:49.900 Is it because the educational programs of 00:19:50.000 --> 00:19:52.682 chiropractic care are attracting more 00:19:52.762 --> 00:19:54.503 entrepreneurial people? 00:19:54.544 --> 00:19:55.664 Like they wanna help people, 00:19:55.825 --> 00:19:56.665 I wanna help people. 00:19:57.145 --> 00:19:58.586 They want to do it in different ways. 00:19:58.707 --> 00:20:00.707 Why are so many chiropractors in private 00:20:00.747 --> 00:20:03.847 practice where PTs, which is fine. 00:20:04.407 --> 00:20:06.868 I am totally a proponent of, look, 00:20:06.969 --> 00:20:09.670 just wipe out all outpatient orthopedic 00:20:10.009 --> 00:20:11.391 from insurance based care. 00:20:12.412 --> 00:20:14.253 If you want to do outpatient orthopedic, 00:20:14.294 --> 00:20:15.315 go work for a hospital, 00:20:15.355 --> 00:20:16.635 go work for an institution, 00:20:16.695 --> 00:20:18.798 go work for a place that you can 00:20:18.919 --> 00:20:21.080 focus on being the best therapist you can 00:20:21.121 --> 00:20:22.662 be without doing marketing, 00:20:22.701 --> 00:20:23.923 without answering calls, 00:20:23.963 --> 00:20:25.765 without scheduling patients and accepting 00:20:25.805 --> 00:20:26.726 copays. 00:20:26.746 --> 00:20:27.567 Just go do that. 00:20:28.528 --> 00:20:30.891 And then let's change the face of 00:20:31.151 --> 00:20:32.672 outpatient private practice, 00:20:32.731 --> 00:20:32.952 which 00:20:34.133 --> 00:20:35.232 You weren't on the episode. 00:20:35.252 --> 00:20:36.712 Dave and I were talking, I think, 00:20:37.794 --> 00:20:41.314 with the PTs who are teaching personal 00:20:41.354 --> 00:20:42.875 trainers how to do PT. 00:20:43.615 --> 00:20:43.954 But yeah, 00:20:44.015 --> 00:20:45.154 you and I talked about it because you 00:20:45.194 --> 00:20:46.795 did Active Life interview. 00:20:46.855 --> 00:20:47.575 And yeah, 00:20:47.596 --> 00:20:51.096 like maybe that's the future of outpatient 00:20:51.175 --> 00:20:51.615 ortho. 00:20:51.675 --> 00:20:53.936 We just completely move away from 00:20:53.997 --> 00:20:54.537 insurance, 00:20:54.557 --> 00:20:56.517 completely move away from calling a PT. 00:20:56.537 --> 00:20:58.877 We're still providing the same outcome. 00:20:58.897 --> 00:21:00.958 And I think that's what's important. 00:21:01.394 --> 00:21:02.413 Yeah, that's the question that, you know, 00:21:02.433 --> 00:21:04.035 would a rose with any other name smell 00:21:04.075 --> 00:21:04.654 sweet, right? 00:21:05.295 --> 00:21:07.555 If I was licensed on Monday but dropped 00:21:07.575 --> 00:21:09.155 my license on Tuesday and still did the 00:21:09.195 --> 00:21:10.215 same thing on Wednesday, 00:21:11.556 --> 00:21:12.576 is it still the same? 00:21:12.715 --> 00:21:14.136 And the only difference is I can't bill 00:21:14.176 --> 00:21:14.676 insurance, 00:21:15.636 --> 00:21:17.217 which is probably one of the reasons why 00:21:17.277 --> 00:21:20.357 people don't want to work for, 00:21:20.377 --> 00:21:21.698 I'm not just going to say a hospital 00:21:21.718 --> 00:21:22.077 system. 00:21:22.117 --> 00:21:23.337 I don't think they're the big bad wolf 00:21:23.397 --> 00:21:24.519 all the time anyway. 00:21:25.338 --> 00:21:26.118 I don't want to be told what to 00:21:26.159 --> 00:21:26.419 do. 00:21:26.719 --> 00:21:29.519 I am an independent, autonomous thinker, 00:21:29.660 --> 00:21:30.680 which I agree with. 00:21:31.532 --> 00:21:33.613 But if you want more flexibility, 00:21:34.733 --> 00:21:36.413 you got to take more risk, right? 00:21:36.834 --> 00:21:38.794 If you want to hang your own shingle, 00:21:39.615 --> 00:21:40.894 you have to be the one responsible for 00:21:41.255 --> 00:21:42.095 doing all the things. 00:21:42.154 --> 00:21:44.075 I had a post on LinkedIn that I 00:21:44.195 --> 00:21:46.455 think it's one of the few times that 00:21:46.635 --> 00:21:47.635 everybody agreed with me. 00:21:47.695 --> 00:21:48.875 I said, if you own a private practice, 00:21:49.596 --> 00:21:50.916 you are not in the physical therapy 00:21:50.936 --> 00:21:51.237 business. 00:21:51.257 --> 00:21:52.416 You are in the marketing and patient 00:21:52.457 --> 00:21:53.237 attraction business. 00:21:53.257 --> 00:21:54.298 You're in the customer experience 00:21:54.317 --> 00:21:54.597 business. 00:21:54.617 --> 00:21:56.057 You're in the human resources business. 00:21:56.798 --> 00:21:58.219 When I got promoted in radio, 00:21:58.278 --> 00:21:59.920 my boss sat me down and was like, 00:21:59.980 --> 00:22:00.240 all right, 00:22:00.260 --> 00:22:01.261 today's your first day and you're 00:22:01.281 --> 00:22:02.001 officially in charge. 00:22:02.241 --> 00:22:02.762 And then he said, 00:22:03.282 --> 00:22:05.484 are you ready for someone on your staff 00:22:05.505 --> 00:22:06.806 to come in your office and cry? 00:22:07.006 --> 00:22:08.866 And I was like, no, 00:22:10.327 --> 00:22:11.449 why would that ever be a thing? 00:22:11.528 --> 00:22:12.670 And then three months later, 00:22:12.730 --> 00:22:14.551 someone's crying because they needed a 00:22:14.592 --> 00:22:16.093 weekend off because their grandma died. 00:22:16.133 --> 00:22:16.553 And I was like, 00:22:17.574 --> 00:22:19.875 I didn't realize I was in the people 00:22:19.915 --> 00:22:23.338 taking care of their emotions business, 00:22:23.519 --> 00:22:23.939 but I was. 00:22:24.159 --> 00:22:26.280 My job was to manage people. 00:22:27.946 --> 00:22:29.248 doesn't just mean like yell and tell them 00:22:29.268 --> 00:22:30.647 what to do in fact it's the opposite 00:22:30.688 --> 00:22:32.189 if i just treated them well i didn't 00:22:32.209 --> 00:22:34.690 have to tell them to do anything um 00:22:34.730 --> 00:22:35.869 getting a little off track but the the 00:22:35.950 --> 00:22:37.671 idea there is yeah so your idea would 00:22:37.691 --> 00:22:44.034 be outpatient physical therapy under 00:22:44.054 --> 00:22:46.013 insurance let the hospitals have it 00:22:46.355 --> 00:22:47.815 they're getting paid more for it anyway 00:22:49.576 --> 00:22:50.996 everything else is cash is that what you 00:22:51.016 --> 00:22:52.076 mean like we just take cash 00:22:52.664 --> 00:22:54.288 Yes, that is exactly what I mean. 00:22:54.888 --> 00:22:55.911 I wish I would have grabbed the 00:22:55.931 --> 00:22:56.551 screenshot. 00:22:56.652 --> 00:22:58.255 There was a physical therapist in one of 00:22:58.275 --> 00:22:59.656 the Facebook groups who said, 00:23:00.157 --> 00:23:00.999 I think it was a she, 00:23:01.359 --> 00:23:03.143 she went to physical therapy at a 00:23:03.163 --> 00:23:05.307 chiropractic-owned clinic. 00:23:05.628 --> 00:23:06.028 clinic. 00:23:06.549 --> 00:23:08.171 She saw a physical therapist. 00:23:08.830 --> 00:23:10.692 The bill went through for like seven 00:23:10.731 --> 00:23:11.893 hundred and fifty dollars. 00:23:11.952 --> 00:23:13.874 The clinic got paid four hundred and 00:23:13.913 --> 00:23:14.653 something dollars. 00:23:14.673 --> 00:23:16.015 She's like first. 00:23:16.174 --> 00:23:19.416 She said it was obscene to get paid 00:23:19.457 --> 00:23:21.458 that much for an hour of physical therapy. 00:23:21.979 --> 00:23:23.740 But what was she charged a copay? 00:23:24.740 --> 00:23:25.240 I don't even. 00:23:25.381 --> 00:23:26.001 Yeah, I don't know. 00:23:26.363 --> 00:23:28.605 But she mad because she got screwed or 00:23:28.645 --> 00:23:30.669 she like mad that someone else is getting 00:23:30.709 --> 00:23:31.529 paid so much. 00:23:31.809 --> 00:23:33.451 She got mad that somebody else was getting 00:23:33.491 --> 00:23:35.214 paid so much and she was getting paid 00:23:35.275 --> 00:23:37.017 so little when she was the physical 00:23:37.057 --> 00:23:38.179 therapist, not the patient. 00:23:38.432 --> 00:23:39.692 are you mad they're doing it? 00:23:39.794 --> 00:23:41.013 Or are you mad that they're doing it 00:23:41.074 --> 00:23:41.693 better than you? 00:23:41.773 --> 00:23:42.835 And I think you know the answer to 00:23:42.875 --> 00:23:43.595 that one. 00:23:43.615 --> 00:23:46.476 What's the opposite of schadenfreude? 00:23:46.516 --> 00:23:48.176 Schadenfreude is like the idea of you're 00:23:48.217 --> 00:23:50.897 happy when you see someone trip and fall. 00:23:51.198 --> 00:23:53.298 This is like someone's mad when someone's 00:23:53.357 --> 00:23:54.038 doing well. 00:23:54.538 --> 00:23:54.679 Dude, 00:23:54.778 --> 00:23:56.419 take that dude to lunch and be like, 00:23:56.599 --> 00:23:58.440 hey, how'd you do that? 00:23:58.700 --> 00:23:59.401 What are you doing? 00:23:59.520 --> 00:24:01.760 And it might just be a process issue 00:24:01.921 --> 00:24:03.241 or a contract issue. 00:24:03.662 --> 00:24:05.682 Instead of crapping on that person, like, 00:24:06.262 --> 00:24:07.963 buy him dinner and be like, teach me, 00:24:08.084 --> 00:24:09.144 teach me how, what are you doing? 00:24:09.184 --> 00:24:10.026 What are you doing differently? 00:24:10.046 --> 00:24:13.208 Because you're not competing as much with 00:24:13.268 --> 00:24:15.809 that person as you think you are competing 00:24:15.829 --> 00:24:19.173 against other time, gravity, skin cancer. 00:24:19.232 --> 00:24:20.653 We're competing against all those things. 00:24:20.673 --> 00:24:21.674 Those are the things that are actually 00:24:21.694 --> 00:24:22.275 trying to kill us. 00:24:22.494 --> 00:24:24.037 The dude down the street is just trying 00:24:24.057 --> 00:24:25.037 to do the same thing as you. 00:24:25.538 --> 00:24:26.798 I think that's, I believe that. 00:24:27.385 --> 00:24:27.546 Well, 00:24:27.566 --> 00:24:29.667 this goes back to the culture question. 00:24:30.167 --> 00:24:32.730 Is it a societal change or shift? 00:24:32.849 --> 00:24:34.911 Is it something within the universities 00:24:34.990 --> 00:24:37.153 which tend to skew more liberal? 00:24:37.932 --> 00:24:42.615 There are PTs right now who I'm trying 00:24:42.635 --> 00:24:45.238 to walk this line where it's like, look, 00:24:45.778 --> 00:24:47.720 somebody launched a business. 00:24:48.339 --> 00:24:49.480 outside of healthcare, 00:24:50.079 --> 00:24:52.080 grew this business to the highest 00:24:52.161 --> 00:24:54.601 valuation ever for a business. 00:24:55.101 --> 00:24:56.981 Now that business has lost thirty, 00:24:57.021 --> 00:24:59.582 forty percent of its value from its peak. 00:25:00.162 --> 00:25:03.042 And there are therapists celebrating that 00:25:03.083 --> 00:25:03.903 this business, 00:25:03.962 --> 00:25:07.742 which has lifted hundreds of people above 00:25:07.782 --> 00:25:09.584 a million dollar valuation, 00:25:09.644 --> 00:25:11.304 lifted thousands and thousands of people 00:25:11.344 --> 00:25:11.903 out of poverty. 00:25:12.604 --> 00:25:13.944 They're celebrating because they don't 00:25:13.964 --> 00:25:15.865 like the person who started the business. 00:25:16.585 --> 00:25:19.166 and so the business has lost value you 00:25:19.186 --> 00:25:22.109 know like it's a them versus us it's 00:25:22.170 --> 00:25:24.531 this whole thing that's pervasive through 00:25:24.571 --> 00:25:26.553 politics through life through everything 00:25:26.593 --> 00:25:28.494 now i could just be an an old 00:25:28.954 --> 00:25:31.616 guy who's like oh back in my day 00:25:31.636 --> 00:25:34.440 right but but i just i see this 00:25:34.500 --> 00:25:37.261 we're not celebrating the success and you 00:25:37.301 --> 00:25:38.903 say it all the time when the success 00:25:38.942 --> 00:25:40.845 happens people want to tear down that 00:25:40.904 --> 00:25:43.527 success unless it's happening to them and 00:25:43.567 --> 00:25:45.769 then they're mad that it you know um 00:25:46.527 --> 00:25:47.188 So I don't know. 00:25:47.208 --> 00:25:48.470 Did you see the movie Air, 00:25:48.611 --> 00:25:50.012 the Michael Jordan-like sort of biopic? 00:25:50.032 --> 00:25:50.413 I did not. 00:25:50.914 --> 00:25:51.355 Worth it. 00:25:51.915 --> 00:25:52.336 Worth it. 00:25:52.718 --> 00:25:54.881 Ben Affleck, Matt Damon. 00:25:56.278 --> 00:25:57.078 a good movie. 00:25:57.398 --> 00:25:58.140 It's a good movie, 00:25:58.200 --> 00:25:59.200 even though you and I are old enough 00:25:59.240 --> 00:26:01.561 to know the story, like, but even there, 00:26:01.982 --> 00:26:04.304 and there is a scene, the scene, 00:26:04.404 --> 00:26:06.486 the pivotal scene where Matt Damon is 00:26:06.546 --> 00:26:07.186 like, I don't know, 00:26:07.207 --> 00:26:09.167 like one of the agents for Nike, like, 00:26:10.128 --> 00:26:12.049 and he's telling, 00:26:12.090 --> 00:26:13.632 he's essentially pitching Michael Jordan 00:26:14.031 --> 00:26:15.973 as the third or fourth best shoe. 00:26:16.294 --> 00:26:18.154 Everybody is doing converse. 00:26:19.016 --> 00:26:20.136 Nike is not a thing then. 00:26:20.876 --> 00:26:21.417 And he's like, 00:26:22.489 --> 00:26:23.749 you're gonna win championships. 00:26:24.289 --> 00:26:26.289 The world is gonna build you up because 00:26:26.529 --> 00:26:27.550 you're a great story. 00:26:27.951 --> 00:26:29.351 You're this guy that was cut from his 00:26:29.391 --> 00:26:30.332 high school team, 00:26:30.771 --> 00:26:32.271 and then you won a championship in 00:26:32.311 --> 00:26:32.692 college. 00:26:33.012 --> 00:26:33.472 And he's like, 00:26:33.673 --> 00:26:34.833 you're gonna reach the mountaintop. 00:26:35.492 --> 00:26:36.574 And then they're gonna tear you down. 00:26:36.933 --> 00:26:38.555 Because when they build you into something 00:26:38.575 --> 00:26:39.535 that doesn't exist, 00:26:41.457 --> 00:26:43.478 you they have to you they can't let 00:26:43.498 --> 00:26:46.479 you exist like the the scene is so 00:26:46.519 --> 00:26:49.319 fantastic because that's true with an 00:26:49.400 --> 00:26:51.980 athlete an actor or actress a musician a 00:26:52.101 --> 00:26:54.801 company these all have faces right like 00:26:54.882 --> 00:26:57.482 all these companies have faces the first 00:26:57.502 --> 00:26:59.262 time someone pointed that out who has more 00:26:59.762 --> 00:27:01.604 instagram followers tim you know steve 00:27:01.644 --> 00:27:03.565 jobs or ins or or apple and i 00:27:03.585 --> 00:27:04.884 was like well obviously apple it's a 00:27:04.924 --> 00:27:06.365 company no it's the it's the face 00:27:07.252 --> 00:27:07.854 It's the face. 00:27:08.414 --> 00:27:09.016 So yeah, 00:27:09.036 --> 00:27:10.597 when you see someone down the street doing 00:27:10.637 --> 00:27:11.259 better than you, 00:27:12.181 --> 00:27:13.623 I forget who said it first, 00:27:13.663 --> 00:27:15.425 but the success isn't cake. 00:27:16.366 --> 00:27:17.729 If I got a big old slice, 00:27:18.190 --> 00:27:20.353 our mentality is from when we're little. 00:27:21.413 --> 00:27:23.155 I don't want that toy until my brother 00:27:23.195 --> 00:27:23.695 touched it. 00:27:24.076 --> 00:27:25.877 And then my brain doesn't need to be 00:27:25.917 --> 00:27:26.198 taught. 00:27:26.959 --> 00:27:28.220 One toy, if he has it, 00:27:28.339 --> 00:27:29.681 I have zero toy, right? 00:27:30.260 --> 00:27:31.721 That's not success, though. 00:27:31.883 --> 00:27:32.563 It's just not. 00:27:32.823 --> 00:27:35.184 It's the world's too big with too many 00:27:35.265 --> 00:27:37.926 opportunities to be focused on that. 00:27:38.167 --> 00:27:38.367 I mean, 00:27:38.807 --> 00:27:40.348 Jerry breaks it out more than anybody, 00:27:40.409 --> 00:27:41.490 I think, with that statistic. 00:27:41.690 --> 00:27:42.330 And I don't even, 00:27:42.810 --> 00:27:43.832 it's been said so many times, 00:27:43.852 --> 00:27:44.712 I'm not even sure where the hell the 00:27:44.732 --> 00:27:45.492 statistic came from, 00:27:45.532 --> 00:27:47.595 but that ninety-two percent of people who 00:27:47.634 --> 00:27:49.356 could use physical therapy don't even get 00:27:49.396 --> 00:27:49.477 it. 00:27:50.037 --> 00:27:51.760 So we're competing over the eight percent 00:27:52.261 --> 00:27:53.765 instead of the ninety two percent. 00:27:54.185 --> 00:27:54.386 Right. 00:27:54.646 --> 00:27:55.608 I told that story about 00:27:56.771 --> 00:27:57.792 When I ran the radio station, 00:27:57.813 --> 00:27:59.513 we had a budget for this one day, 00:27:59.574 --> 00:27:59.753 St. 00:27:59.794 --> 00:28:00.934 Patrick's Day in Scranton. 00:28:01.655 --> 00:28:03.136 And every year we pitched to get our 00:28:03.176 --> 00:28:04.718 budget funded by the boss. 00:28:04.778 --> 00:28:05.838 And eventually the boss said, 00:28:05.858 --> 00:28:06.559 what do you want to do on St. 00:28:06.579 --> 00:28:06.960 Patrick's Day? 00:28:06.980 --> 00:28:08.000 And I said, nothing. 00:28:08.840 --> 00:28:10.542 I wanted to take that money and spend 00:28:10.583 --> 00:28:12.104 it in April, May, and June. 00:28:12.463 --> 00:28:14.665 Because I saw you're all fighting over one 00:28:14.705 --> 00:28:16.467 day's worth of attention for ten grand. 00:28:16.887 --> 00:28:18.209 I'll just take my ten grand and I'll 00:28:18.229 --> 00:28:20.671 go spend it where no one else is. 00:28:21.010 --> 00:28:21.791 I'll go build... 00:28:22.952 --> 00:28:24.374 on cheap, 00:28:24.394 --> 00:28:26.976 cheap real estate and wait for the people 00:28:27.016 --> 00:28:28.678 to eventually move there or give them a 00:28:28.738 --> 00:28:29.298 reason to. 00:28:29.798 --> 00:28:31.579 Girls gone wild, right? 00:28:31.680 --> 00:28:33.541 Super bad, super horrible, 00:28:33.902 --> 00:28:37.384 like VHS empire built on buying every ad 00:28:37.444 --> 00:28:38.546 from eleven p.m. 00:28:38.566 --> 00:28:39.226 to five a.m. 00:28:39.266 --> 00:28:40.027 because it was cheap. 00:28:40.267 --> 00:28:41.548 And that's when his audience was awake. 00:28:41.887 --> 00:28:42.088 Right. 00:28:43.430 --> 00:28:47.292 We keep trying to out PT each other. 00:28:48.093 --> 00:28:49.334 The people who win will not. 00:28:49.575 --> 00:28:52.017 They will figure out a strategy to reach 00:28:52.057 --> 00:28:52.317 people 00:28:54.155 --> 00:28:54.756 in a different way, 00:28:55.135 --> 00:28:56.857 which is a good segue that I can 00:28:56.897 --> 00:28:58.137 go to unless you have something else. 00:28:58.198 --> 00:28:59.298 Yeah, go ahead. 00:28:59.318 --> 00:29:02.320 So we got a listener voicemail. 00:29:02.340 --> 00:29:03.221 Getting voicemails now. 00:29:03.281 --> 00:29:04.462 Someone sent me one of those voice 00:29:04.542 --> 00:29:05.983 messages in Instagram. 00:29:06.003 --> 00:29:07.003 I'll get her name in a second. 00:29:07.585 --> 00:29:09.645 But she was approached by a marketing 00:29:09.685 --> 00:29:12.528 company who essentially gave her a pitch 00:29:13.608 --> 00:29:15.710 and said, listen, X number of people... 00:29:15.750 --> 00:29:16.790 It's a good pitch anyway. 00:29:16.931 --> 00:29:19.613 They thought from her seat anyway. 00:29:20.582 --> 00:29:22.010 X number of people are moving to your 00:29:22.111 --> 00:29:22.432 area. 00:29:22.554 --> 00:29:23.862 You own a clinic in this area. 00:29:24.864 --> 00:29:27.246 here's five ways we can target those 00:29:27.286 --> 00:29:30.689 people before they decide who their 00:29:30.729 --> 00:29:33.211 physical therapist is now i think this is 00:29:33.250 --> 00:29:35.933 a good strategy i don't know if it's 00:29:35.953 --> 00:29:38.836 a good strategy for pt because i still 00:29:38.875 --> 00:29:41.999 think pt is pretty reactive right like i 00:29:42.019 --> 00:29:43.359 don't move into a town and go okay 00:29:43.720 --> 00:29:45.422 i gotta find a doctor i gotta find 00:29:45.561 --> 00:29:47.564 three good restaurants one place to have a 00:29:47.584 --> 00:29:49.925 drink and who's my pt right like we 00:29:49.986 --> 00:29:50.726 sort of look for pt 00:29:53.354 --> 00:29:54.855 arguably too late, right? 00:29:55.655 --> 00:29:56.375 Myself included. 00:29:57.237 --> 00:29:58.778 I start thinking of who my PT is 00:29:59.618 --> 00:30:01.019 when my elbow hurts or when my knee 00:30:01.059 --> 00:30:01.279 hurts. 00:30:01.759 --> 00:30:04.021 But I thought this strategy at least was 00:30:04.082 --> 00:30:04.402 pretty good. 00:30:04.422 --> 00:30:06.222 I'm not sure if I can make this 00:30:06.262 --> 00:30:07.044 any larger. 00:30:08.464 --> 00:30:09.945 Essentially, it was like saying, 00:30:10.645 --> 00:30:13.948 target the new families before they begin 00:30:14.048 --> 00:30:14.548 searching. 00:30:14.648 --> 00:30:16.309 So I like the idea. 00:30:16.910 --> 00:30:18.270 I just don't know if I love it 00:30:18.310 --> 00:30:19.291 for PT. 00:30:19.392 --> 00:30:21.613 And she was essentially asking us to sort 00:30:21.633 --> 00:30:22.874 of critique this pitch. 00:30:23.413 --> 00:30:25.776 I thought the image was designed pretty 00:30:25.816 --> 00:30:26.016 well. 00:30:26.695 --> 00:30:28.757 I'm sure if I was giving this image 00:30:28.777 --> 00:30:31.238 a prompt, I'd say, great design, 00:30:31.577 --> 00:30:33.459 lose fifty percent of the words, though. 00:30:33.558 --> 00:30:34.298 Right. 00:30:34.318 --> 00:30:34.460 Right. 00:30:34.500 --> 00:30:36.380 Better keep the better where maybe seventy 00:30:36.400 --> 00:30:38.260 percent of the words and just make the 00:30:38.280 --> 00:30:38.981 other words bigger. 00:30:40.061 --> 00:30:40.561 But essentially, 00:30:40.582 --> 00:30:41.903 their pitch was be the first physical 00:30:41.942 --> 00:30:43.143 therapy practice they discover. 00:30:43.943 --> 00:30:44.243 OK, 00:30:44.564 --> 00:30:46.005 let's let's say because it does say 00:30:46.065 --> 00:30:46.724 families. 00:30:47.045 --> 00:30:48.445 Let's say you're a peds practice. 00:30:49.328 --> 00:30:50.730 with a kid who's going to need PT 00:30:50.789 --> 00:30:53.070 forever, like you're in PT for life, 00:30:53.172 --> 00:30:53.412 right? 00:30:53.811 --> 00:30:55.432 That's a good point. 00:30:55.472 --> 00:30:56.534 That's a good audience for that. 00:30:57.074 --> 00:30:58.255 Yeah. 00:30:58.335 --> 00:31:00.215 Second is they essentially say we serve 00:31:00.236 --> 00:31:02.096 your community in a fifteen mile radius 00:31:02.218 --> 00:31:03.959 around where this person is in Kansas. 00:31:04.618 --> 00:31:07.201 So they're showing we understand how 00:31:07.240 --> 00:31:08.442 people search for things. 00:31:09.362 --> 00:31:10.982 We're going to put you in front of 00:31:11.022 --> 00:31:14.405 them before they need before they need 00:31:14.445 --> 00:31:14.746 care. 00:31:15.292 --> 00:31:16.693 I'm trying to see what that estimated 00:31:17.193 --> 00:31:19.054 verified new families every month. 00:31:19.974 --> 00:31:20.875 If that number is right, 00:31:21.154 --> 00:31:23.816 it's twenty six hundred new families in a 00:31:23.895 --> 00:31:26.156 fifteen mile radius in Kansas. 00:31:26.297 --> 00:31:26.636 I don't know. 00:31:26.656 --> 00:31:27.377 I'm not good with math. 00:31:27.397 --> 00:31:28.397 That seems like a lot. 00:31:28.417 --> 00:31:29.357 But if that's right, 00:31:29.759 --> 00:31:33.039 like if you got one percent of that, 00:31:33.720 --> 00:31:35.020 if you're in front of one percent of 00:31:35.040 --> 00:31:36.060 that, that would be good math. 00:31:36.121 --> 00:31:39.122 So thoughts on this strategy and thoughts 00:31:39.162 --> 00:31:40.903 on this strategy for a PT. 00:31:43.103 --> 00:31:45.144 I mean, it's, I like it. 00:31:45.404 --> 00:31:46.246 Let me start there. 00:31:46.286 --> 00:31:46.925 I like it. 00:31:47.546 --> 00:31:49.728 I can tell you candidly, 00:31:50.327 --> 00:31:53.971 when I hear a patient who would 00:31:54.010 --> 00:31:55.751 potentially fit into that category, 00:31:55.771 --> 00:31:57.613 a patient who moves somewhere and like one 00:31:57.673 --> 00:31:58.854 of the first things they want to do 00:31:58.894 --> 00:32:00.154 is they want to find their PT, 00:32:01.056 --> 00:32:03.057 I get a little bit uncomfortable inside. 00:32:03.336 --> 00:32:03.876 Ooh, why? 00:32:04.277 --> 00:32:05.738 Because to me, 00:32:05.798 --> 00:32:07.558 now from a business owner perspective, 00:32:07.578 --> 00:32:08.859 it's like, yes, cha-ching. 00:32:09.359 --> 00:32:11.000 But from a therapist perspective, 00:32:11.020 --> 00:32:14.461 I'm like, ooh, that's not my ideal client. 00:32:14.821 --> 00:32:16.182 That's a little too dependent. 00:32:16.202 --> 00:32:17.344 That's a little too needy. 00:32:17.384 --> 00:32:19.404 That's the guy who starts texting you five 00:32:19.444 --> 00:32:21.105 minutes after the date is over to be 00:32:21.164 --> 00:32:22.306 like, hey, we had a great time. 00:32:23.046 --> 00:32:24.406 That patient's too expensive. 00:32:26.132 --> 00:32:27.452 Not too expensive, just too needy. 00:32:27.712 --> 00:32:29.074 But that's going to be expensive for you 00:32:29.114 --> 00:32:30.275 because like, hey man, 00:32:30.315 --> 00:32:31.836 you're going to demand way too much of 00:32:31.875 --> 00:32:32.957 my time and effort. 00:32:33.356 --> 00:32:35.057 I'm never going to serve you. 00:32:35.598 --> 00:32:36.699 You're always going to want more. 00:32:36.719 --> 00:32:37.880 Right, right. 00:32:38.039 --> 00:32:40.862 So, you know, from that, but hey, 00:32:40.882 --> 00:32:42.963 there are therapists who love that patient 00:32:42.983 --> 00:32:44.664 and that patient could be your lifetime 00:32:44.785 --> 00:32:45.204 patient. 00:32:45.545 --> 00:32:47.246 Lifetime value of that patient is going to 00:32:47.266 --> 00:32:48.227 be incredibly high. 00:32:48.686 --> 00:32:50.348 That patient is going to believe that you 00:32:50.469 --> 00:32:52.230 are the healer that they've been looking 00:32:52.269 --> 00:32:53.471 for and they're going to want to be 00:32:53.510 --> 00:32:54.471 with you no matter what. 00:32:55.632 --> 00:32:56.811 There's value in that, 00:32:56.852 --> 00:32:58.172 just not value for me. 00:32:58.792 --> 00:33:01.432 I like the idea of establishing yourself 00:33:01.532 --> 00:33:02.532 early in the process. 00:33:02.573 --> 00:33:04.854 I think the biggest barrier to this is 00:33:05.034 --> 00:33:07.394 we don't have the margin and the budget 00:33:07.453 --> 00:33:10.194 to afford to pay for that. 00:33:11.035 --> 00:33:11.555 Yeah, 00:33:11.615 --> 00:33:13.855 it's more than what we're going to make 00:33:14.154 --> 00:33:16.756 on a typical outpatient orthopedic or 00:33:16.796 --> 00:33:17.536 neuro case. 00:33:18.355 --> 00:33:20.936 So that would be the challenge. 00:33:22.796 --> 00:33:24.176 This is essentially what Dave is doing. 00:33:24.636 --> 00:33:26.837 Instead of new families, he's targeting, 00:33:27.377 --> 00:33:28.318 we should get an update. 00:33:29.618 --> 00:33:30.880 The last update we have is that he 00:33:30.920 --> 00:33:32.441 had a bunch of clicks and scans, 00:33:33.141 --> 00:33:35.741 but nobody had followed through. 00:33:35.781 --> 00:33:38.083 Maybe one person did a discovery visit. 00:33:38.584 --> 00:33:40.484 He had done a postcard mailer. 00:33:41.484 --> 00:33:42.724 The twist that I like, I mean, 00:33:42.744 --> 00:33:44.125 I like the postcard mailer idea. 00:33:44.685 --> 00:33:47.165 The twist that I loved was that each 00:33:47.205 --> 00:33:50.567 card had a specific QR code, 00:33:50.586 --> 00:33:52.146 like a trackable QR code. 00:33:52.906 --> 00:33:54.748 That's obviously an app, 00:33:54.867 --> 00:33:56.428 because if you had to sit there and 00:33:56.448 --> 00:33:58.008 just make a new QR code, 00:33:58.887 --> 00:34:00.848 that way you can see when was it 00:34:00.868 --> 00:34:02.989 sent, what building, yada, yada. 00:34:03.368 --> 00:34:04.730 But we also agreed, I think, 00:34:04.769 --> 00:34:06.230 or I at least did, and say... 00:34:07.300 --> 00:34:08.842 that card might sit in a drawer for 00:34:08.942 --> 00:34:10.001 six, nine months, 00:34:10.302 --> 00:34:12.483 a year before you're like, oh yeah, okay, 00:34:13.204 --> 00:34:14.123 I'll make that decision. 00:34:14.284 --> 00:34:15.425 So you don't know if you can attribute 00:34:15.465 --> 00:34:16.125 it to that. 00:34:16.925 --> 00:34:17.985 Yeah, I think you're right. 00:34:18.505 --> 00:34:19.547 The margin isn't there, 00:34:19.606 --> 00:34:20.967 but I think that marketing company was 00:34:21.027 --> 00:34:24.969 doing an honest job at least in saying, 00:34:25.088 --> 00:34:26.949 okay, let me think forward for you. 00:34:27.731 --> 00:34:29.231 And if these people have already made 00:34:29.271 --> 00:34:30.052 their decision, 00:34:31.175 --> 00:34:32.418 the people that already live there. 00:34:32.478 --> 00:34:34.061 And if there are twenty six hundred new 00:34:34.121 --> 00:34:35.045 families coming in, 00:34:35.065 --> 00:34:36.387 that's a lot per month. 00:34:38.213 --> 00:34:38.572 Yeah. 00:34:38.753 --> 00:34:39.596 It's in Kansas. 00:34:39.695 --> 00:34:40.077 What is that? 00:34:41.755 --> 00:34:43.036 I'm pulling it back up. 00:34:44.817 --> 00:34:46.777 Then the other stuff that you look at, 00:34:46.818 --> 00:34:48.840 like these are obviously very generic 00:34:49.300 --> 00:34:51.300 stock photography images. 00:34:52.581 --> 00:34:55.443 This is trying to sell whoever makes the 00:34:55.483 --> 00:34:57.764 decision about marketing in the PT 00:34:57.804 --> 00:34:58.324 business. 00:34:58.344 --> 00:35:00.467 This is trying to sell that person. 00:35:04.369 --> 00:35:06.530 I loved what you said about pediatrics 00:35:06.590 --> 00:35:06.791 who... 00:35:08.226 --> 00:35:08.485 you know, 00:35:08.585 --> 00:35:10.507 have a condition that's going to need 00:35:10.567 --> 00:35:11.327 lifetime care. 00:35:12.728 --> 00:35:13.789 I don't see that here. 00:35:14.789 --> 00:35:15.570 It's not. 00:35:15.710 --> 00:35:16.530 Yeah. 00:35:16.550 --> 00:35:20.052 So I don't know. 00:35:20.092 --> 00:35:22.753 Let me see what her, um, focus was. 00:35:23.134 --> 00:35:24.835 I didn't ask her for permission to share 00:35:24.875 --> 00:35:27.096 her stuff. 00:35:27.115 --> 00:35:28.115 I don't think she'd mind, 00:35:28.155 --> 00:35:32.619 but board certified serving, uh, 00:35:32.759 --> 00:35:34.059 area that unless, Oh, 00:35:34.159 --> 00:35:35.320 mom and baby specialist. 00:35:36.744 --> 00:35:38.085 So yeah, mom and baby specialist. 00:35:38.447 --> 00:35:40.148 It doesn't come across in that message 00:35:40.190 --> 00:35:40.449 though. 00:35:41.231 --> 00:35:41.931 Right. 00:35:41.952 --> 00:35:46.980 Like it doesn't look like that. 00:35:47.039 --> 00:35:48.402 At least this pitch doesn't look like 00:35:48.442 --> 00:35:48.643 that. 00:35:50.043 --> 00:35:51.324 Because I was in peds. 00:35:52.065 --> 00:35:53.286 I didn't understand that until I got in 00:35:53.327 --> 00:35:53.646 peds. 00:35:53.847 --> 00:35:55.327 And Amy, my mentor, was like, 00:35:55.507 --> 00:35:57.130 these kids are going to be... 00:35:57.409 --> 00:35:59.530 This is Tuesday at one o'clock until this 00:35:59.550 --> 00:36:00.271 kid's eighteen. 00:36:00.891 --> 00:36:02.032 Then they go somewhere else. 00:36:02.914 --> 00:36:05.155 Or even a couple years past eighteen. 00:36:05.795 --> 00:36:07.237 So that would be a good strategy for 00:36:07.297 --> 00:36:07.677 this. 00:36:08.117 --> 00:36:12.661 Because that involves a weekly need. 00:36:12.681 --> 00:36:16.224 Your PT for typical outpatient ortho, 00:36:16.264 --> 00:36:17.344 I don't think it would be 00:36:18.391 --> 00:36:20.512 a great idea this would be a great 00:36:20.572 --> 00:36:23.054 idea if you were a chain like you 00:36:23.074 --> 00:36:24.657 said if you had the size and the 00:36:24.717 --> 00:36:25.978 margin to do that if you had your 00:36:25.998 --> 00:36:28.280 own marketing person this person you might 00:36:28.300 --> 00:36:32.483 hire for digital seo or okay you be 00:36:32.523 --> 00:36:34.804 mine i'll pay you two grand a month 00:36:34.826 --> 00:36:38.068 to find me two families two patients that 00:36:38.088 --> 00:36:39.590 come in that are that are quote in 00:36:39.610 --> 00:36:43.472 the new family bucket i wonder too if 00:36:43.532 --> 00:36:44.173 there was 00:36:44.621 --> 00:36:46.123 Dr. Bo, coming in with the stat. 00:36:46.143 --> 00:36:47.784 Kansas City Metro, largest in... 00:36:48.103 --> 00:36:49.284 They're just outside of Kansas. 00:36:49.603 --> 00:36:50.105 Kansas City? 00:36:50.164 --> 00:36:50.644 Yeah, I think so. 00:36:51.005 --> 00:36:53.085 Gained about eight thousand residents 00:36:53.126 --> 00:36:54.086 total over four years. 00:36:55.186 --> 00:36:56.487 Oh, yeah. 00:36:56.507 --> 00:36:57.907 So there's no way it's two thousand a 00:36:57.987 --> 00:36:59.989 month unless there is that much out. 00:37:01.510 --> 00:37:01.909 I'm not good. 00:37:01.929 --> 00:37:02.971 This is not my strong suit. 00:37:04.951 --> 00:37:06.451 Maybe they're counting each person in the 00:37:06.471 --> 00:37:06.692 house. 00:37:06.751 --> 00:37:08.233 Oh, because it says three thousand. 00:37:08.992 --> 00:37:09.914 Yeah, well, I don't know. 00:37:09.994 --> 00:37:11.494 I think the thing said three thousand. 00:37:11.574 --> 00:37:12.355 It doesn't matter. 00:37:13.155 --> 00:37:13.536 But yes, 00:37:13.576 --> 00:37:14.795 that number is important because you're 00:37:14.815 --> 00:37:15.336 going to say, 00:37:15.376 --> 00:37:16.657 how much did it cost me to get? 00:37:17.777 --> 00:37:19.418 You need to know your customer acquisition 00:37:19.458 --> 00:37:21.239 cost. 00:37:21.280 --> 00:37:21.701 Your cash. 00:37:22.972 --> 00:37:25.032 I'm guessing this was AI generated 00:37:25.592 --> 00:37:26.273 regardless. 00:37:27.233 --> 00:37:28.233 Looking at this, 00:37:28.253 --> 00:37:32.494 which is pleasant to look at compared to, 00:37:32.514 --> 00:37:34.653 I shared this one with you. 00:37:36.235 --> 00:37:36.394 Yeah, 00:37:36.514 --> 00:37:38.974 I've seen this now way too many times. 00:37:39.876 --> 00:37:41.896 And again, I'm guilty of this. 00:37:42.695 --> 00:37:45.637 My YouTube thumbnails look very AI 00:37:45.677 --> 00:37:46.297 generated. 00:37:47.016 --> 00:37:49.518 You know, we can jump on a trend, 00:37:50.199 --> 00:37:51.460 but the trend's going to wear out. 00:37:51.500 --> 00:37:52.219 It's going to burn out. 00:37:52.260 --> 00:37:55.222 To me, this is part of the AI. 00:37:55.322 --> 00:37:57.702 As soon as ChatGPT started getting better 00:37:58.384 --> 00:38:02.585 or clawed with generating these kinds of 00:38:02.666 --> 00:38:05.547 infographics, it got overutilized. 00:38:05.708 --> 00:38:06.829 Yeah, yeah. 00:38:06.949 --> 00:38:09.489 And so what are your thoughts when you 00:38:09.590 --> 00:38:10.791 see something like this? 00:38:10.871 --> 00:38:12.711 If you're the occupational therapist 00:38:12.751 --> 00:38:14.612 sitting there, you know, 00:38:14.632 --> 00:38:16.173 is this appealing to you? 00:38:18.003 --> 00:38:18.204 No. 00:38:18.664 --> 00:38:20.347 In fact, it would probably turn me off. 00:38:20.726 --> 00:38:21.829 It was like, you couldn't... 00:38:23.030 --> 00:38:25.432 This poster for the podcast listeners... 00:38:25.853 --> 00:38:26.614 Put that back up. 00:38:26.934 --> 00:38:27.556 Put that back up. 00:38:28.115 --> 00:38:28.916 This poster... 00:38:28.996 --> 00:38:29.858 This is going to be great for the 00:38:29.878 --> 00:38:30.800 podcast listeners. 00:38:31.179 --> 00:38:33.161 This poster sounds... 00:38:34.420 --> 00:38:36.041 Like a monster truck commercial. 00:38:36.320 --> 00:38:39.483 Sunday, Sunday, Sunday, it's Gravedigger. 00:38:39.523 --> 00:38:40.403 Like across the top. 00:38:40.704 --> 00:38:43.746 Now hiring occupational therapists at 00:38:43.965 --> 00:38:45.967 forty, forty, forty seven dollars a night. 00:38:45.987 --> 00:38:48.889 Like this poster sounds like trash. 00:38:49.668 --> 00:38:51.289 Like this to me is why people call 00:38:51.329 --> 00:38:52.010 it slop. 00:38:52.811 --> 00:38:54.351 Designing something with AI doesn't 00:38:54.391 --> 00:38:55.532 necessarily make it slop. 00:38:56.396 --> 00:38:57.737 It's when you can tell like you did 00:38:57.918 --> 00:39:00.619 one prompt and this thing popped out and 00:39:00.659 --> 00:39:01.840 it's trash, right? 00:39:02.282 --> 00:39:04.143 So now the curtains don't match the 00:39:04.182 --> 00:39:05.023 carpet, Tony. 00:39:05.364 --> 00:39:06.784 Like if this is the classy, 00:39:07.065 --> 00:39:08.547 if this is a place you want someone 00:39:08.567 --> 00:39:10.929 who's great to work at, this don't match. 00:39:12.449 --> 00:39:14.070 If this place is, you know, 00:39:14.431 --> 00:39:16.813 smells like stale cigarettes and, 00:39:16.974 --> 00:39:19.014 you know, old Budweiser cans, yeah, 00:39:19.315 --> 00:39:20.597 this clinic looks fantastic. 00:39:20.697 --> 00:39:21.717 And I'm not, you know, 00:39:22.097 --> 00:39:24.519 trashing them except for this poster makes 00:39:24.539 --> 00:39:25.440 you look like that. 00:39:26.101 --> 00:39:26.820 I don't know who you are. 00:39:26.880 --> 00:39:27.742 I don't have my glasses on. 00:39:27.782 --> 00:39:29.061 I came and read where this person's from. 00:39:29.081 --> 00:39:31.704 But yes, this this don't match. 00:39:34.744 --> 00:39:35.746 I would say, though, 00:39:35.786 --> 00:39:37.907 the opposite or not the opposite, 00:39:37.927 --> 00:39:39.106 it's not completely opposite. 00:39:39.827 --> 00:39:43.768 A YouTube thumbnail designed sort of 00:39:44.469 --> 00:39:47.030 cartoony or caricature that's designed to 00:39:47.090 --> 00:39:50.552 get to get an immediate emotion to watch 00:39:50.592 --> 00:39:51.072 the video. 00:39:52.387 --> 00:39:54.168 So I think you do need to balance 00:39:54.228 --> 00:39:54.969 what you look like. 00:39:55.110 --> 00:39:56.592 You can go too much. 00:39:57.659 --> 00:40:01.121 where you're advertising with a flashy, 00:40:01.581 --> 00:40:05.264 too loud, too sloppily designed thumbnail. 00:40:05.545 --> 00:40:06.706 And then you click it and you're like, 00:40:06.766 --> 00:40:08.447 this is a very thoughtful video. 00:40:08.867 --> 00:40:10.789 I was expecting like someone screaming and 00:40:10.809 --> 00:40:12.291 a lot of zoom in, zoom outs. 00:40:12.331 --> 00:40:15.173 Where's the weird B-roll transitions and 00:40:15.213 --> 00:40:15.773 stuff like that? 00:40:15.793 --> 00:40:16.414 And it's not there. 00:40:16.815 --> 00:40:19.858 So just match the curtains to the carpet, 00:40:19.918 --> 00:40:20.177 right? 00:40:20.217 --> 00:40:21.699 Like you gotta make sure these two things 00:40:21.938 --> 00:40:24.882 match up or here's why. 00:40:26.550 --> 00:40:28.990 you'll get the people that this poster 00:40:29.030 --> 00:40:30.271 attracts and you'll be sitting there 00:40:30.291 --> 00:40:33.634 going, advertising doesn't work. 00:40:34.193 --> 00:40:35.273 Or the opposite is true. 00:40:35.313 --> 00:40:38.056 You design something super classy and 00:40:38.096 --> 00:40:40.336 classy people apply and then they get 00:40:40.376 --> 00:40:40.817 there and they're like, 00:40:40.836 --> 00:40:41.498 I don't wanna work here. 00:40:41.518 --> 00:40:42.657 And you say, advertising doesn't work. 00:40:42.737 --> 00:40:45.039 You're not matching the message to the 00:40:45.199 --> 00:40:45.639 audience. 00:40:46.605 --> 00:40:48.306 just saying make it easy and make it 00:40:48.425 --> 00:40:49.806 get a lot of it a lot of 00:40:49.867 --> 00:40:52.088 attention isn't good if it's bad attention 00:40:52.708 --> 00:40:55.170 and yeah there is bad attention good 00:40:55.190 --> 00:40:59.753 morning stephen down um so that's what i 00:40:59.773 --> 00:41:03.295 was thinking what would you taking that 00:41:03.996 --> 00:41:06.617 what would you say what would you say 00:41:06.657 --> 00:41:10.400 to the ai to make that look more 00:41:10.440 --> 00:41:12.320 appealing more you know like how would you 00:41:12.420 --> 00:41:12.961 change that 00:41:13.744 --> 00:41:15.284 Uh, first I would have, 00:41:15.364 --> 00:41:16.965 and this sounds like it's going to take 00:41:16.985 --> 00:41:17.847 you minutes, 00:41:18.126 --> 00:41:19.106 but you're going to do it once, 00:41:19.568 --> 00:41:21.528 once a year is you're going to design 00:41:21.548 --> 00:41:22.670 your own brand standards. 00:41:23.469 --> 00:41:24.471 Here's what we look like. 00:41:24.971 --> 00:41:26.032 Here's what we sound like. 00:41:26.072 --> 00:41:27.273 We use words like this. 00:41:27.353 --> 00:41:28.592 We do not use words like this. 00:41:28.934 --> 00:41:30.233 We sort of, you can say, 00:41:30.253 --> 00:41:30.954 I say this all the time. 00:41:31.614 --> 00:41:34.117 We sort of feel like a mix of 00:41:34.356 --> 00:41:36.538 Apple design this without the PR without 00:41:36.557 --> 00:41:37.278 being pretentious. 00:41:38.496 --> 00:41:40.097 You can do that until you find a 00:41:40.137 --> 00:41:42.737 brand standard and then you create, 00:41:42.797 --> 00:41:44.597 then you lock that into a design, 00:41:44.617 --> 00:41:45.197 a document. 00:41:45.538 --> 00:41:46.918 And then what's it called when you upload 00:41:46.958 --> 00:41:47.898 that to ChatGPT? 00:41:47.918 --> 00:41:49.358 It's got a name and it's like, 00:41:49.378 --> 00:41:51.059 it sort of saves it in the GPT 00:41:51.380 --> 00:41:52.460 and you can refer to it. 00:41:53.081 --> 00:41:54.501 There's like a document. 00:41:54.760 --> 00:41:55.661 I forget what Paul, 00:41:55.702 --> 00:41:57.103 but like when you're designing a GPT 00:41:57.123 --> 00:41:58.224 you're going to use over and over again, 00:41:58.764 --> 00:42:01.706 you can upload a hard document and then 00:42:02.067 --> 00:42:02.867 I use it with prompt. 00:42:03.327 --> 00:42:04.728 If I design something, I say, 00:42:05.068 --> 00:42:07.570 refer to the prompt brand and voice 00:42:07.650 --> 00:42:08.992 guidelines in this. 00:42:09.371 --> 00:42:10.652 I'm essentially getting it to the three 00:42:10.672 --> 00:42:11.173 yard line. 00:42:11.574 --> 00:42:13.014 And then I'm like, yeah, but I don't, 00:42:13.255 --> 00:42:14.797 this, this is for internal. 00:42:14.836 --> 00:42:15.898 I still want to make it look great. 00:42:16.217 --> 00:42:16.418 I don't, 00:42:16.557 --> 00:42:17.918 I'm not going to call in a designer 00:42:17.938 --> 00:42:19.340 from the design team for two hours. 00:42:19.539 --> 00:42:20.141 It doesn't, it doesn't, 00:42:20.221 --> 00:42:21.161 it's not elevated to that, 00:42:21.442 --> 00:42:23.023 but make it look and make sure it's 00:42:23.182 --> 00:42:23.724 on brand. 00:42:24.284 --> 00:42:25.864 Design your brand standards first. 00:42:26.326 --> 00:42:26.545 I mean, 00:42:26.885 --> 00:42:28.588 do you think that that place is even 00:42:28.628 --> 00:42:30.909 that, those are the business colors? 00:42:31.590 --> 00:42:33.612 I mean, those colors, right? 00:42:33.672 --> 00:42:36.574 It's like hot turquoise. 00:42:36.614 --> 00:42:37.614 I don't even know what you would call 00:42:37.655 --> 00:42:37.934 that. 00:42:38.014 --> 00:42:39.135 It's like electric. 00:42:39.876 --> 00:42:40.757 It's electric. 00:42:41.697 --> 00:42:42.318 I don't know. 00:42:42.579 --> 00:42:42.960 I don't know. 00:42:43.019 --> 00:42:44.019 It's electric swimming pool. 00:42:44.059 --> 00:42:45.161 I don't know what you would call that. 00:42:45.641 --> 00:42:48.443 Yeah. 00:42:48.483 --> 00:42:50.365 So let's do a quick comparison. 00:42:50.385 --> 00:42:51.487 I got one more coming. 00:42:51.507 --> 00:42:52.487 Just look at what that does. 00:42:53.719 --> 00:42:54.820 So this one, 00:42:55.280 --> 00:42:57.202 I basically took the original image, 00:42:57.222 --> 00:43:00.706 which was this, and I just said, 00:43:03.268 --> 00:43:04.708 can you recreate this as a more 00:43:04.748 --> 00:43:07.170 professional image infographic to attract 00:43:07.512 --> 00:43:08.833 professional OTs? 00:43:10.632 --> 00:43:12.393 And it kind of muted it down. 00:43:12.413 --> 00:43:12.592 Yeah. 00:43:13.014 --> 00:43:15.094 You know, I wonder too, though, 00:43:15.155 --> 00:43:19.077 like I get a lot of people want 00:43:19.097 --> 00:43:23.059 to join my Facebook groups from India and 00:43:23.280 --> 00:43:24.360 other countries. 00:43:24.380 --> 00:43:27.143 And then I go into their profiles and 00:43:27.182 --> 00:43:28.284 I look at their stuff. 00:43:28.324 --> 00:43:30.385 And look, my mom was from South America. 00:43:30.425 --> 00:43:32.387 She was born and raised in South America, 00:43:32.467 --> 00:43:33.728 immigrated to the U.S. 00:43:34.208 --> 00:43:35.909 Like there are cultural differences. 00:43:35.929 --> 00:43:36.690 You're not wrong. 00:43:37.250 --> 00:43:40.052 yeah what she was looking for and wanted 00:43:40.072 --> 00:43:43.755 to see was very different than what we 00:43:43.775 --> 00:43:48.338 were uh comfortable with here so i just 00:43:48.378 --> 00:43:52.623 wonder because this was posted by fatty 00:43:52.663 --> 00:43:55.264 muhammad um and i did look at his 00:43:55.324 --> 00:43:57.126 profile and you know it's clearly an 00:43:57.246 --> 00:44:00.449 overseas marketer i just wonder if this is 00:44:00.509 --> 00:44:03.050 because this is what he's used to 00:44:03.110 --> 00:44:04.733 culturally this is what he's been brought 00:44:04.793 --> 00:44:05.132 up with 00:44:06.474 --> 00:44:07.675 I went and looked up the company. 00:44:09.195 --> 00:44:10.456 This is now telling. 00:44:11.657 --> 00:44:14.277 Everything on here is a stock image. 00:44:14.318 --> 00:44:16.599 Stock image, stock image, stock image, 00:44:16.639 --> 00:44:17.099 stock image. 00:44:17.418 --> 00:44:18.380 They're a staffing company. 00:44:20.300 --> 00:44:20.860 That's what they are. 00:44:22.101 --> 00:44:24.161 Your gateway to top tier. 00:44:24.302 --> 00:44:29.364 They might be trying to attract people who 00:44:29.423 --> 00:44:30.463 are used to this. 00:44:30.483 --> 00:44:33.865 That might be their strategy and they 00:44:33.905 --> 00:44:34.666 might be right on. 00:44:37.014 --> 00:44:37.375 I don't know. 00:44:37.434 --> 00:44:39.376 I don't know how this still works in 00:44:39.396 --> 00:44:40.297 today's world. 00:44:40.378 --> 00:44:43.780 If you're trying to recruit people who 00:44:43.800 --> 00:44:44.882 have come from overseas, 00:44:45.081 --> 00:44:46.182 that's the only thing I can see. 00:44:46.262 --> 00:44:47.083 What you just said, 00:44:47.403 --> 00:44:48.565 if that were their target, 00:44:48.786 --> 00:44:49.527 that makes sense. 00:44:49.786 --> 00:44:50.527 If it's not, 00:44:50.867 --> 00:44:53.971 you're off because your image took eleven 00:44:54.030 --> 00:44:55.992 seconds longer and, in my opinion, 00:44:56.313 --> 00:44:57.974 looked more on point for paying someone 00:44:57.994 --> 00:44:58.775 fifty dollars an hour. 00:45:00.469 --> 00:45:05.672 now i said add in a nike or 00:45:06.192 --> 00:45:09.253 apple aesthetic there you go so if this 00:45:09.293 --> 00:45:11.353 was something that they were sharing what 00:45:11.373 --> 00:45:13.813 would it look like yep and now it 00:45:13.833 --> 00:45:18.335 took us here yeah it's clean man i 00:45:18.355 --> 00:45:19.496 mean i don't know why the guy dunking 00:45:19.536 --> 00:45:20.996 the ball is there but yeah obviously some 00:45:21.036 --> 00:45:23.356 nike blood but it even still looks better 00:45:23.536 --> 00:45:24.217 right right 00:45:25.233 --> 00:45:25.994 But this is the thing. 00:45:26.373 --> 00:45:27.956 So back to now, 00:45:28.016 --> 00:45:30.038 we didn't even put any time into, 00:45:30.117 --> 00:45:31.199 like you said, 00:45:32.280 --> 00:45:34.262 I didn't give any information or context 00:45:34.282 --> 00:45:36.364 to who's the target demographic. 00:45:36.423 --> 00:45:38.266 Who am I trying to relay the message 00:45:38.306 --> 00:45:38.485 to? 00:45:38.646 --> 00:45:42.329 What are the emotions around? 00:45:42.369 --> 00:45:42.570 Like, 00:45:42.971 --> 00:45:45.293 who is the OT if this is targeting 00:45:45.373 --> 00:45:45.512 OT? 00:45:46.333 --> 00:45:48.355 Who is the OT looking for a new 00:45:48.394 --> 00:45:48.715 job? 00:45:48.835 --> 00:45:50.717 Why are they looking for a new job? 00:45:50.876 --> 00:45:51.777 What is it that, 00:45:51.818 --> 00:45:54.119 what is the need that they're trying to 00:45:54.900 --> 00:45:55.440 fulfill? 00:45:56.021 --> 00:45:58.722 Like there are so many deeper layers to 00:45:58.762 --> 00:46:01.023 this that we could get into writing sales, 00:46:01.063 --> 00:46:05.086 copy, copying old ads that came out. 00:46:05.166 --> 00:46:05.407 I was, 00:46:05.507 --> 00:46:07.168 I was looking at old Tic Tac, 00:46:07.867 --> 00:46:10.789 the candy Tic Tac breath freshener ads. 00:46:11.911 --> 00:46:13.771 Like we could pull so much of that 00:46:13.811 --> 00:46:16.134 context into this kind of marketing. 00:46:16.693 --> 00:46:16.914 Yes. 00:46:17.454 --> 00:46:20.715 There's a great ad that my former boss 00:46:20.856 --> 00:46:21.235 had. 00:46:22.577 --> 00:46:24.097 He would have one of those desk calendars 00:46:24.677 --> 00:46:25.577 tacked to his wall. 00:46:26.398 --> 00:46:28.838 And underneath that was a newspaper ad. 00:46:29.298 --> 00:46:30.019 And I asked him, I'm like, 00:46:30.079 --> 00:46:30.920 why is it hidden under there? 00:46:30.940 --> 00:46:31.880 He goes, well, once a year, 00:46:31.920 --> 00:46:33.780 I have to take this thing down and 00:46:33.820 --> 00:46:34.922 put up a new calendar. 00:46:35.202 --> 00:46:35.521 And he goes, 00:46:35.601 --> 00:46:36.862 I love to be reminded of it. 00:46:37.322 --> 00:46:38.563 And I want to find the ad because 00:46:38.583 --> 00:46:39.103 it was great. 00:46:39.422 --> 00:46:40.864 It was done by Holiday Inn. 00:46:42.369 --> 00:46:44.411 And it was a full page ad and 00:46:44.451 --> 00:46:45.391 it had a towel, 00:46:45.851 --> 00:46:47.233 like a pile of towels there, 00:46:47.253 --> 00:46:48.253 like hotel towels. 00:46:48.813 --> 00:46:51.034 And they invented a holiday and they 00:46:51.076 --> 00:46:54.498 called it towel amnesty day. 00:46:54.557 --> 00:46:55.498 And they said, listen, 00:46:55.898 --> 00:46:58.561 we know what happens every once in a 00:46:58.601 --> 00:46:58.860 while. 00:46:58.900 --> 00:47:00.503 You accidentally bring one of our towels 00:47:00.563 --> 00:47:00.882 home. 00:47:01.943 --> 00:47:02.543 If you bring it, 00:47:02.684 --> 00:47:04.445 if you bring the towel back on towel 00:47:04.565 --> 00:47:06.126 amnesty day, no harm, no foul. 00:47:07.389 --> 00:47:09.010 This was holiday and being very, 00:47:09.030 --> 00:47:10.931 very self-aware before social media, 00:47:10.972 --> 00:47:11.612 in my opinion, 00:47:11.992 --> 00:47:13.353 because it got good attention. 00:47:13.532 --> 00:47:15.375 It was worth a laugh, right? 00:47:16.014 --> 00:47:19.358 So the other one reminded me of VW 00:47:19.398 --> 00:47:21.818 Bug was coming out in the seventies and 00:47:21.838 --> 00:47:24.701 the car of the seventies was the Mustang, 00:47:24.740 --> 00:47:25.081 baby. 00:47:25.121 --> 00:47:26.782 It was all was muscle cars. 00:47:27.523 --> 00:47:29.565 And if you were the marketer for VW, 00:47:29.864 --> 00:47:30.865 what are you supposed to do? 00:47:31.126 --> 00:47:32.146 So it's a full page ad, 00:47:32.547 --> 00:47:34.809 ton of white space, top left corner. 00:47:35.813 --> 00:47:37.853 three hundred feet away was a tiny little 00:47:37.875 --> 00:47:38.094 bug. 00:47:38.114 --> 00:47:40.235 And they said, think small, think small. 00:47:40.914 --> 00:47:41.074 Right. 00:47:41.394 --> 00:47:43.615 I'm not going to out Amazon, Amazon. 00:47:43.755 --> 00:47:46.836 You're not going to out market, you know, 00:47:47.036 --> 00:47:48.496 Google. 00:47:48.516 --> 00:47:49.237 You're not going to do it. 00:47:49.556 --> 00:47:51.878 So don't do not do it. 00:47:51.978 --> 00:47:53.297 You will do a piss poor job. 00:47:53.797 --> 00:47:55.199 You'll say marketing doesn't work. 00:47:56.018 --> 00:47:57.159 Go where your strengths are. 00:47:58.018 --> 00:47:58.679 So let's use this. 00:47:58.840 --> 00:47:59.619 Oh, what do we got here? 00:47:59.659 --> 00:47:59.880 All right. 00:47:59.920 --> 00:48:03.521 So great ad looks like Rolls Royce and 00:48:03.541 --> 00:48:04.420 the copy reads what? 00:48:05.028 --> 00:48:06.273 At sixty miles an hour, 00:48:06.313 --> 00:48:08.760 the loudest noise in the new Rolls Royce 00:48:08.800 --> 00:48:10.865 comes from the electronic clock. 00:48:12.322 --> 00:48:12.581 You know, 00:48:12.742 --> 00:48:14.804 this is a classic example that every 00:48:14.844 --> 00:48:17.105 marketer understands and knows. 00:48:18.065 --> 00:48:20.688 This is talking to a very sophisticated, 00:48:20.788 --> 00:48:22.108 specific audience. 00:48:22.528 --> 00:48:25.471 You understand that that individual is 00:48:25.630 --> 00:48:26.652 buying luxury. 00:48:27.193 --> 00:48:29.733 Yeah, they're buying precision. 00:48:29.773 --> 00:48:32.115 They're willing to spend the money. 00:48:32.396 --> 00:48:33.516 They have the money. 00:48:33.556 --> 00:48:35.938 They have unreasonable amounts of money 00:48:36.579 --> 00:48:38.840 and they value this kind of thing. 00:48:39.340 --> 00:48:39.701 So, like, 00:48:39.740 --> 00:48:41.262 this would be something where I would 00:48:41.342 --> 00:48:43.784 reference because that is so well known 00:48:43.824 --> 00:48:46.626 and well studied when I'm using whatever 00:48:46.666 --> 00:48:49.088 the platform I would reference that 00:48:49.148 --> 00:48:50.831 specific ad. 00:48:51.010 --> 00:48:52.632 I would reference that genre. 00:48:52.711 --> 00:48:54.673 Sometimes I reference direct response. 00:48:54.693 --> 00:48:56.476 Sometimes I reference something else, but. 00:48:58.237 --> 00:49:00.639 gary halpert alex hermosi like i put in 00:49:00.679 --> 00:49:02.539 the names of the people that i want 00:49:02.780 --> 00:49:06.963 to embrace and and this is where it 00:49:07.003 --> 00:49:09.764 goes back to the difference between i can 00:49:10.005 --> 00:49:11.806 watch a youtube video to learn how to 00:49:11.846 --> 00:49:14.086 stretch my hamstring or i could go to 00:49:14.126 --> 00:49:16.708 a licensed physical therapist to learn pnf 00:49:16.748 --> 00:49:19.550 patterns right i can be a marketing 00:49:19.590 --> 00:49:22.052 professional who understands all of this 00:49:22.092 --> 00:49:24.773 history and context or i could see 00:49:24.833 --> 00:49:26.976 something online and be like uh i'm gonna 00:49:26.996 --> 00:49:27.436 do that 00:49:27.856 --> 00:49:28.677 Yeah. 00:49:28.697 --> 00:49:29.317 And you can. 00:49:29.556 --> 00:49:30.117 You can. 00:49:30.137 --> 00:49:31.739 I tell people, if you have no budget, 00:49:31.818 --> 00:49:32.099 do it. 00:49:32.699 --> 00:49:34.280 Good artists borrow, great artists steal. 00:49:34.880 --> 00:49:35.061 Right? 00:49:35.101 --> 00:49:35.822 That was Picasso. 00:49:36.041 --> 00:49:37.121 So we've got ten minutes left. 00:49:37.302 --> 00:49:38.603 Let's continue this conversation. 00:49:38.682 --> 00:49:43.005 But I want – this is personal now. 00:49:43.045 --> 00:49:46.728 So now part of my job is – 00:49:47.836 --> 00:49:50.518 I run this career connection program. 00:49:51.059 --> 00:49:53.521 And essentially, this is Prompt, 00:49:53.641 --> 00:49:54.981 who's an EMR company, 00:49:55.382 --> 00:49:58.344 who should not be anywhere near the hiring 00:49:58.384 --> 00:50:00.565 game, right? 00:50:00.585 --> 00:50:01.746 But we just discussed earlier, 00:50:01.867 --> 00:50:04.088 what are the two biggest problems for 00:50:04.208 --> 00:50:04.668 clinics? 00:50:05.489 --> 00:50:06.750 Reimbursement, 00:50:06.789 --> 00:50:07.811 this doesn't really help that. 00:50:09.184 --> 00:50:10.246 finding great clinicians. 00:50:10.826 --> 00:50:12.128 So Prompt has essentially hired Jimmy 00:50:12.148 --> 00:50:13.730 McKay and said, how do we, 00:50:14.050 --> 00:50:15.853 an EMR company of all places, 00:50:16.052 --> 00:50:18.175 we're not in the top hundred of thoughts 00:50:18.496 --> 00:50:19.958 to get clinicians to come to our website 00:50:19.978 --> 00:50:22.382 to look for a job. 00:50:22.601 --> 00:50:24.043 But we're essentially going to be a free 00:50:24.083 --> 00:50:24.885 matching service. 00:50:25.105 --> 00:50:26.146 I'm Chuck Woolery. 00:50:27.344 --> 00:50:28.306 I'm the dating game. 00:50:28.786 --> 00:50:30.447 My goal isn't to just place people. 00:50:30.547 --> 00:50:31.889 It's to place the right people. 00:50:32.409 --> 00:50:33.951 If I do five a month, 00:50:33.990 --> 00:50:34.570 I'm a hero. 00:50:34.911 --> 00:50:37.693 I'm a hero because right now we're doing 00:50:37.753 --> 00:50:38.014 nothing. 00:50:38.213 --> 00:50:39.494 We're not charging the clinics that are 00:50:39.514 --> 00:50:40.235 prompt customers. 00:50:40.416 --> 00:50:41.617 We're not charging the clinicians. 00:50:41.978 --> 00:50:44.780 It's not an AI automated thing. 00:50:44.800 --> 00:50:45.780 It's not a job board. 00:50:46.929 --> 00:50:50.409 So where would you go into getting people, 00:50:50.469 --> 00:50:52.309 and I don't want to use marketing terms, 00:50:52.349 --> 00:50:55.630 but getting people to at least know, like, 00:50:55.670 --> 00:50:56.550 and trust us? 00:50:56.931 --> 00:50:58.411 I've got a few ideas of what I'm 00:50:58.512 --> 00:50:58.731 doing, 00:50:59.072 --> 00:51:00.532 but I want to see what Tony's brain 00:51:00.592 --> 00:51:00.791 would do. 00:51:00.811 --> 00:51:02.432 Because the pitch is, 00:51:02.492 --> 00:51:03.693 instead of leaving the profession, 00:51:04.512 --> 00:51:06.994 what if it's this job, not the job? 00:51:07.153 --> 00:51:07.793 That's the problem. 00:51:07.914 --> 00:51:09.014 What if it's not physical therapy? 00:51:09.034 --> 00:51:09.594 That's a problem. 00:51:09.813 --> 00:51:11.034 What if it's just a place you're going 00:51:11.054 --> 00:51:11.215 to, 00:51:11.414 --> 00:51:13.074 and there's a better place three and a 00:51:13.114 --> 00:51:14.675 half miles that way that you just don't 00:51:14.735 --> 00:51:15.155 know about? 00:51:15.476 --> 00:51:16.456 What if I could help you find it? 00:51:17.623 --> 00:51:18.744 Are you talking about, 00:51:18.764 --> 00:51:20.704 and it's a marketplace really, 00:51:20.784 --> 00:51:22.905 bringing employer-employee together? 00:51:23.184 --> 00:51:23.626 Kind of. 00:51:23.865 --> 00:51:25.445 So what happens is Tony goes, 00:51:25.585 --> 00:51:26.766 I'm just frustrated here. 00:51:26.867 --> 00:51:27.686 I got two options. 00:51:27.726 --> 00:51:28.427 Find a new place, 00:51:28.447 --> 00:51:29.128 but I don't know where to look. 00:51:29.188 --> 00:51:30.688 I've been to Indeed. 00:51:31.068 --> 00:51:33.309 I see ads online that look a lot 00:51:33.329 --> 00:51:33.929 like this. 00:51:34.289 --> 00:51:35.349 This is what the world is. 00:51:35.429 --> 00:51:36.411 Everything's trash. 00:51:36.570 --> 00:51:37.371 Everything sucks. 00:51:38.032 --> 00:51:39.871 Or do I give this one last shot 00:51:40.273 --> 00:51:40.652 and I go, 00:51:41.612 --> 00:51:43.233 you tell me everything you want to know 00:51:43.253 --> 00:51:43.594 about you. 00:51:44.802 --> 00:51:47.264 I then manually go and look and see 00:51:47.304 --> 00:51:48.144 who's in your area. 00:51:48.726 --> 00:51:49.967 What's their NPS score? 00:51:50.126 --> 00:51:51.047 What kind of quality? 00:51:51.307 --> 00:51:52.248 Who are they seeing? 00:51:52.548 --> 00:51:54.070 What kind of technology do they use? 00:51:54.090 --> 00:51:54.471 If you say, 00:51:54.530 --> 00:51:55.972 I hate documenting until nine o'clock at 00:51:56.012 --> 00:51:56.413 night, I go, 00:51:56.733 --> 00:51:58.153 we got an organization using this, that, 00:51:58.173 --> 00:51:58.634 and everything. 00:51:58.994 --> 00:52:00.795 And our average closed note time is this. 00:52:01.396 --> 00:52:02.538 You're telling me you hate this. 00:52:02.597 --> 00:52:03.818 I'm telling you this place doesn't do 00:52:03.858 --> 00:52:04.059 that. 00:52:04.940 --> 00:52:06.041 It's a manual search. 00:52:06.061 --> 00:52:06.641 It's jimmying. 00:52:07.652 --> 00:52:09.855 i i think first you embrace the fact 00:52:09.875 --> 00:52:13.500 that the emr is probably one of the 00:52:13.599 --> 00:52:16.925 biggest impact on a therapist job 00:52:16.965 --> 00:52:18.867 performance right like there there are 00:52:18.967 --> 00:52:21.291 countless facebook posts everybody 00:52:21.331 --> 00:52:23.634 complaining about documentation and emr 00:52:24.494 --> 00:52:26.617 It makes or breaks the job and the 00:52:26.657 --> 00:52:27.798 profession completely. 00:52:27.838 --> 00:52:31.063 So you have your hands on what could 00:52:31.103 --> 00:52:33.045 be the most impactful aspect, 00:52:33.286 --> 00:52:35.929 even knowing people will take less money 00:52:35.989 --> 00:52:37.190 to do the job if they have a 00:52:37.251 --> 00:52:38.472 better experience with the EMR. 00:52:38.492 --> 00:52:39.532 Correct, correct. 00:52:40.253 --> 00:52:42.454 so so this is where you look at 00:52:42.534 --> 00:52:44.675 what are those pain points how do i 00:52:44.715 --> 00:52:47.074 start these conversations how do i bring 00:52:47.795 --> 00:52:50.695 uh this either onto linkedin or wherever 00:52:50.735 --> 00:52:53.797 therapists are and you're not even trying 00:52:53.836 --> 00:52:56.637 to recruit and hire therapists for 00:52:56.717 --> 00:52:59.978 employers you're just fostering this 00:53:00.018 --> 00:53:02.639 conversation around the frustrations the 00:53:02.679 --> 00:53:06.039 pain points hey we there are solutions for 00:53:06.079 --> 00:53:07.960 this and then 00:53:09.016 --> 00:53:11.255 As you identify the candidates, 00:53:12.177 --> 00:53:15.836 that's when it turns into also, hey, 00:53:15.856 --> 00:53:17.097 we've got this employer. 00:53:17.478 --> 00:53:18.938 They're using this system. 00:53:19.858 --> 00:53:22.137 This could be the solution to your 00:53:22.438 --> 00:53:23.059 problem. 00:53:23.798 --> 00:53:24.858 Let me make a connection. 00:53:25.898 --> 00:53:26.898 Do what you want to do. 00:53:27.119 --> 00:53:29.380 Let me just make you connect you with 00:53:29.840 --> 00:53:33.260 John at so-and-so physical therapy. 00:53:33.280 --> 00:53:35.400 The process is you tell me about you. 00:53:36.644 --> 00:53:38.726 I then go hunt and search for three 00:53:38.885 --> 00:53:39.547 good options. 00:53:40.467 --> 00:53:42.588 I run those options by you before I 00:53:42.608 --> 00:53:43.248 make the connection. 00:53:44.228 --> 00:53:46.250 Like, hey man, swipe right or swipe left? 00:53:46.269 --> 00:53:46.971 Which one do you want to do? 00:53:47.050 --> 00:53:48.311 Tony doesn't even know which way to swipe. 00:53:48.371 --> 00:53:49.472 He's like, which one is the connect? 00:53:49.952 --> 00:53:51.233 Because you were never on Tinder. 00:53:52.440 --> 00:53:53.461 Tony's like, I don't know what that is. 00:53:53.722 --> 00:53:54.822 Before my time. 00:53:54.842 --> 00:53:56.242 You give me three thumbs up. 00:53:56.623 --> 00:53:58.384 I then send three emails. 00:53:58.844 --> 00:54:00.125 I'm introducing you to A, to B, 00:54:00.164 --> 00:54:01.065 to C. And I go, 00:54:01.746 --> 00:54:02.467 this is on you. 00:54:03.146 --> 00:54:04.367 Good luck to both of you. 00:54:04.788 --> 00:54:06.048 I check back in in two weeks and 00:54:06.088 --> 00:54:06.909 go with each of you. 00:54:07.568 --> 00:54:08.170 What happened? 00:54:08.469 --> 00:54:09.170 How was the experience? 00:54:09.210 --> 00:54:09.771 Good experience? 00:54:09.791 --> 00:54:10.411 Bad experience? 00:54:11.632 --> 00:54:12.751 What was wrong about that? 00:54:12.851 --> 00:54:14.293 Help me understand where we missed and 00:54:14.333 --> 00:54:15.253 maybe I can go look again. 00:54:16.195 --> 00:54:18.920 So it's sort of the rotary phone to 00:54:18.940 --> 00:54:22.565 the AI chat bot in twenty twenty six, 00:54:22.606 --> 00:54:23.447 where it's manual, 00:54:23.567 --> 00:54:25.731 it's meet to meet its people. 00:54:26.532 --> 00:54:27.673 And that's sort of why I like it, 00:54:28.094 --> 00:54:28.494 which is 00:54:29.621 --> 00:54:31.503 I'm not going to out AI or out 00:54:31.603 --> 00:54:32.764 volume indeed. 00:54:32.885 --> 00:54:33.766 I'm just not. 00:54:34.427 --> 00:54:35.867 I'm not going to be able to outreach 00:54:36.027 --> 00:54:37.068 LinkedIn jobs. 00:54:37.670 --> 00:54:39.110 But I can have conversations where people 00:54:39.130 --> 00:54:40.211 are having conversations. 00:54:40.713 --> 00:54:42.855 And those conversations all touch on why 00:54:42.894 --> 00:54:43.556 are you leaving? 00:54:43.835 --> 00:54:44.516 What would keep you? 00:54:44.956 --> 00:54:46.117 Why do you love your job and you 00:54:46.157 --> 00:54:46.699 hate yours? 00:54:46.739 --> 00:54:47.358 What's missing? 00:54:47.579 --> 00:54:48.641 Because it's different for everybody. 00:54:49.240 --> 00:54:49.882 Yeah. 00:54:49.922 --> 00:54:50.121 Right. 00:54:50.181 --> 00:54:50.382 I mean, 00:54:50.442 --> 00:54:52.043 this ad is great because it just screams 00:54:52.123 --> 00:54:52.603 luxury. 00:54:53.045 --> 00:54:54.505 It doesn't it's not about the clock. 00:54:54.726 --> 00:54:54.907 Right. 00:54:54.947 --> 00:54:56.568 The Rolls Royce at sixty miles an hour, 00:54:56.588 --> 00:54:58.170 the loudest noise in the new Rolls Royce 00:54:58.190 --> 00:54:59.771 comes from the electric clock. 00:55:00.112 --> 00:55:00.632 Ironically, 00:55:00.652 --> 00:55:02.353 it's about everything except the clock. 00:55:02.813 --> 00:55:03.375 It's about this. 00:55:03.394 --> 00:55:06.056 This entire piece of machinery is put 00:55:06.077 --> 00:55:08.420 together so well you don't hear a squeak. 00:55:10.123 --> 00:55:10.362 I mean, 00:55:10.382 --> 00:55:12.505 think about the mustard company that did 00:55:12.525 --> 00:55:14.985 that did Rolls Royce level advertising in 00:55:15.005 --> 00:55:16.788 the nineties, eighties and nineties. 00:55:17.568 --> 00:55:19.148 Great coupon, baby. 00:55:19.168 --> 00:55:21.210 I mean, imagine the marketer. 00:55:21.251 --> 00:55:21.550 We got like, 00:55:21.590 --> 00:55:22.751 we got a zhuzh up mustard. 00:55:22.791 --> 00:55:24.012 Well, let's talk about where we, 00:55:24.353 --> 00:55:25.554 where we recruit the, 00:55:25.733 --> 00:55:26.775 where do we get our bean, 00:55:26.855 --> 00:55:28.396 our mustard beans from? 00:55:28.436 --> 00:55:28.556 And, 00:55:29.056 --> 00:55:31.077 and we're being organically sourced and 00:55:31.117 --> 00:55:31.978 where it's our, our, 00:55:32.257 --> 00:55:33.559 our mustard is the cheapest. 00:55:33.639 --> 00:55:34.400 It's like, no, 00:55:34.500 --> 00:55:36.121 we're the most expensive mustard and we 00:55:36.161 --> 00:55:36.961 are for these people. 00:55:37.722 --> 00:55:39.925 And fancy people buy the mustard, 00:55:40.224 --> 00:55:42.447 but also people who want to be fancy 00:55:42.728 --> 00:55:44.811 in a little way buy the mustard. 00:55:45.512 --> 00:55:46.273 That's a smart play. 00:55:47.184 --> 00:55:47.545 All right. 00:55:47.565 --> 00:55:48.885 So while we were talking, 00:55:48.965 --> 00:55:53.646 I put the voice ad into chat on 00:55:53.686 --> 00:55:54.567 the same thread. 00:55:54.646 --> 00:55:56.686 And I said, now, you know, take this, 00:55:56.806 --> 00:55:59.148 put it into the ad that we're looking 00:55:59.168 --> 00:55:59.288 at. 00:55:59.327 --> 00:56:00.568 That's a good one. 00:56:00.588 --> 00:56:04.208 The best occupational therapy jobs still 00:56:04.248 --> 00:56:07.010 let you be an occupational therapist. 00:56:07.070 --> 00:56:08.269 But see, you touched, 00:56:08.409 --> 00:56:10.150 you just hit on something that I don't 00:56:10.190 --> 00:56:11.490 even know that you knew that you were 00:56:11.510 --> 00:56:12.911 going to do when you got there. 00:56:12.971 --> 00:56:13.090 What? 00:56:13.630 --> 00:56:16.351 Look at the difference between this ad and 00:56:16.391 --> 00:56:17.190 this ad. 00:56:18.110 --> 00:56:20.672 We are more sophisticated in terms of 00:56:20.731 --> 00:56:21.512 technology. 00:56:21.831 --> 00:56:23.213 You can have a hundred dollar a year 00:56:23.253 --> 00:56:27.934 Canva account and design million-dollar ad 00:56:27.954 --> 00:56:29.094 campaigns, visuals. 00:56:29.894 --> 00:56:31.454 It still takes skill to do that, though. 00:56:31.494 --> 00:56:32.074 That's the problem. 00:56:32.375 --> 00:56:34.175 So we've got all the technology in the 00:56:34.295 --> 00:56:37.237 world at our fingertips with an AI 00:56:37.317 --> 00:56:37.637 anything. 00:56:37.657 --> 00:56:38.516 You don't have to type. 00:56:38.536 --> 00:56:39.516 You can just do it by voice. 00:56:39.856 --> 00:56:41.358 And we generate this 00:56:43.206 --> 00:56:46.070 Or you think about it and you go, 00:56:46.190 --> 00:56:47.871 what is the opposite of that? 00:56:49.072 --> 00:56:49.411 This. 00:56:50.373 --> 00:56:51.813 Or this. 00:56:52.355 --> 00:56:53.355 This would be the best. 00:56:53.655 --> 00:56:56.177 I might steal this for the campaign I'm 00:56:56.217 --> 00:56:56.637 working on. 00:56:56.777 --> 00:56:57.077 Why? 00:56:57.458 --> 00:56:59.981 Because there's no color. 00:57:00.221 --> 00:57:02.382 It's quite literally the opposite of this, 00:57:02.643 --> 00:57:05.385 and it will stand out because, I mean, 00:57:06.286 --> 00:57:08.047 the twenty-eight immutable laws of 00:57:08.467 --> 00:57:10.208 marketing or whatever, make the big small, 00:57:10.248 --> 00:57:11.030 make the small big, 00:57:11.050 --> 00:57:12.150 make the visible invisible. 00:57:13.217 --> 00:57:15.579 Make the colorful monochrome would be one 00:57:15.599 --> 00:57:16.199 of those laws. 00:57:16.458 --> 00:57:17.860 Make the loud quiet. 00:57:18.541 --> 00:57:18.820 I don't know. 00:57:18.840 --> 00:57:19.501 Maybe I steal that. 00:57:21.057 --> 00:57:22.719 I know we have about two minutes left. 00:57:22.818 --> 00:57:24.239 My question to you, 00:57:25.139 --> 00:57:26.561 what do you think about the fact that 00:57:26.601 --> 00:57:27.981 it stayed black and white? 00:57:28.561 --> 00:57:31.523 It stayed like dated, you know, 00:57:31.583 --> 00:57:33.923 I'm assuming the occupational therapist is 00:57:33.943 --> 00:57:34.724 the woman, of course, 00:57:34.764 --> 00:57:36.965 occupational therapy has a huge percentage 00:57:36.985 --> 00:57:37.865 of women over men. 00:57:39.686 --> 00:57:41.806 What do you think of the aesthetic of 00:57:42.248 --> 00:57:44.288 actually even considering just sticking 00:57:44.349 --> 00:57:45.369 with this picture? 00:57:47.233 --> 00:57:48.414 Like what, like how do, 00:57:48.454 --> 00:57:49.914 why do I think the AI got there 00:57:49.954 --> 00:57:51.275 or do I like using it? 00:57:51.436 --> 00:57:52.356 Do you like using it? 00:57:52.436 --> 00:57:54.137 Would this be something you would use in 00:57:54.177 --> 00:57:55.398 two thousand twenty six? 00:57:55.639 --> 00:57:56.699 I might judge it up a little bit, 00:57:56.719 --> 00:57:58.101 but I like the fact that it's dated 00:57:58.141 --> 00:57:59.681 because it's so anti that. 00:58:00.422 --> 00:58:01.744 Or do you do? 00:58:03.025 --> 00:58:05.967 There was a Tobey Maguire movie years ago 00:58:06.007 --> 00:58:08.228 where they got teleported back to the 00:58:08.268 --> 00:58:10.250 fifties and their life was in black and 00:58:10.289 --> 00:58:10.530 white. 00:58:10.911 --> 00:58:12.351 There was a way to make that look 00:58:12.391 --> 00:58:13.333 a little modern. 00:58:14.474 --> 00:58:14.713 Like. 00:58:15.751 --> 00:58:16.152 I don't know. 00:58:16.211 --> 00:58:17.454 I think, is that what you're asking? 00:58:17.474 --> 00:58:17.634 Like, 00:58:17.653 --> 00:58:19.096 would I use that straight or would I 00:58:19.295 --> 00:58:20.518 use the picture a little bit to make 00:58:20.538 --> 00:58:22.081 it look modern, but black and white? 00:58:23.230 --> 00:58:24.231 I like it the way it is. 00:58:24.251 --> 00:58:26.452 I'm just saying, like, we are looking... 00:58:26.793 --> 00:58:27.693 Effectively, 00:58:27.733 --> 00:58:29.594 we are looking for a call back to 00:58:29.635 --> 00:58:30.175 tradition. 00:58:31.217 --> 00:58:33.097 A slower time. 00:58:33.617 --> 00:58:34.318 Pleasantville. 00:58:35.860 --> 00:58:37.280 Exactly. 00:58:37.300 --> 00:58:38.181 Yeah, yeah, like... 00:58:40.143 --> 00:58:42.204 I think it stops the scroll. 00:58:42.606 --> 00:58:44.067 I think it catches attention. 00:58:44.746 --> 00:58:46.849 I'm sure there are going to be people 00:58:46.909 --> 00:58:47.750 offended by it, 00:58:47.769 --> 00:58:49.070 but that's not a bad thing either. 00:58:49.090 --> 00:58:50.130 It's not. 00:58:50.211 --> 00:58:51.231 You know, so... 00:58:52.673 --> 00:58:53.896 Yeah, this is really interesting. 00:58:54.137 --> 00:58:56.121 And this was the fourth iteration. 00:58:57.282 --> 00:58:58.965 We went from the first to the second 00:58:58.985 --> 00:59:00.789 to the third, and now we got this. 00:59:01.206 --> 00:59:03.128 I think that's the problem with people 00:59:03.288 --> 00:59:05.688 using some of these tools is they do 00:59:05.768 --> 00:59:08.969 quite literally one input and they go, 00:59:09.009 --> 00:59:09.869 well, I guess that's it. 00:59:10.009 --> 00:59:11.449 I guess because I don't know what I'm 00:59:11.489 --> 00:59:11.650 doing. 00:59:11.989 --> 00:59:12.210 Listen, 00:59:12.250 --> 00:59:14.070 if you asked me to design something like 00:59:14.110 --> 00:59:14.849 from scratch, 00:59:15.731 --> 00:59:17.351 it's going to be a B minus, right? 00:59:17.791 --> 00:59:19.311 But I can look at work and go, 00:59:19.512 --> 00:59:20.092 man, 00:59:20.251 --> 00:59:21.992 I love looking at great graphic design 00:59:22.231 --> 00:59:23.952 because a good graphic designer, 00:59:23.992 --> 00:59:24.532 in my opinion... 00:59:25.452 --> 00:59:28.414 it's not the this it's the this and 00:59:28.434 --> 00:59:30.775 being able to turn this into an image 00:59:30.815 --> 00:59:33.416 it's their thought all right let's wrap it 00:59:33.516 --> 00:59:37.137 up so parting shots i thought that's it 00:59:37.237 --> 00:59:39.336 oh i didn't say orgasms i thought i 00:59:39.356 --> 00:59:42.097 said orgasms organisms orgasms oh is that 00:59:42.338 --> 00:59:43.478 what led to the return of color in 00:59:43.498 --> 00:59:45.960 pleasantville orga i didn't i i might have 00:59:45.980 --> 00:59:47.360 been too young to understand that 00:59:49.088 --> 00:59:50.289 I'm sure Bo knows. 00:59:50.389 --> 00:59:52.490 Wasn't there an official diagnosis of 00:59:52.550 --> 00:59:52.791 hysteria? 00:59:52.811 --> 00:59:55.411 Hysteria, yeah. 00:59:55.452 --> 00:59:59.074 Women were being sent to doctors to be... 01:00:00.766 --> 01:00:01.606 Unhysterical. 01:00:04.068 --> 01:00:04.528 All right. 01:00:04.630 --> 01:00:07.052 So I think we had a great real 01:00:07.092 --> 01:00:08.193 time illustration. 01:00:08.713 --> 01:00:12.016 How to use AI, how to, you know, 01:00:12.096 --> 01:00:14.677 get extract a little more value out of 01:00:14.737 --> 01:00:15.398 the tool. 01:00:15.878 --> 01:00:17.561 It can't just be a one shot. 01:00:18.181 --> 01:00:19.001 This is what I want. 01:00:19.061 --> 01:00:19.762 That's what you get. 01:00:20.003 --> 01:00:22.545 this ain't it but this could be this 01:00:22.585 --> 01:00:25.387 is better this could be better it depends 01:00:25.467 --> 01:00:28.130 but i think we agree this blends this 01:00:28.170 --> 01:00:30.713 blends into the background this image that 01:00:30.733 --> 01:00:31.853 i'm showing if you're watching the live 01:00:31.873 --> 01:00:33.695 stream screams like a monster truck 01:00:33.715 --> 01:00:36.597 commercial for gravedigger and this says 01:00:36.918 --> 01:00:38.119 we're looking for great occupational 01:00:38.139 --> 01:00:39.661 therapists it still has the same 01:00:39.701 --> 01:00:41.143 information it just does it a different 01:00:41.182 --> 01:00:44.365 way right right what's your parting shot 01:00:44.385 --> 01:00:44.726 i'm done 01:00:46.032 --> 01:00:48.313 I would say understand what game you're 01:00:48.333 --> 01:00:50.373 playing and either hire someone to do it 01:00:50.454 --> 01:00:51.634 or learn how to do it really well. 01:00:52.914 --> 01:00:54.815 Because as a great professor told me once, 01:00:55.175 --> 01:00:56.956 you're either doing public relations or 01:00:56.996 --> 01:00:59.938 communications well or you're doing it 01:00:59.978 --> 01:01:00.298 poorly. 01:01:00.358 --> 01:01:01.599 There is no in the middle. 01:01:01.639 --> 01:01:03.139 Just saying we don't have to do marketing. 01:01:03.780 --> 01:01:05.402 When people say we rely on word of 01:01:05.461 --> 01:01:07.182 mouth and I say what words and whose 01:01:07.242 --> 01:01:08.103 mouth? 01:01:08.342 --> 01:01:10.623 You're doing this well or poorly. 01:01:10.684 --> 01:01:11.804 You get to decide what it is. 01:01:13.918 --> 01:01:14.420 All right. 01:01:14.940 --> 01:01:15.599 See you on Thursday. 01:01:15.619 --> 01:01:16.161 See you on Thursday. 01:01:16.181 --> 01:01:17.342 That's it. 01:01:17.661 --> 01:01:18.121 We're out. 01:01:18.161 --> 01:01:19.643 Boys, what the hell are you doing? 01:01:19.682 --> 01:01:22.505 Follow Tony Maritano on YouTube at Total 01:01:22.565 --> 01:01:23.585 Therapy Solution. 01:01:23.646 --> 01:01:24.646 Find Dave Kittle at 01:01:24.666 --> 01:01:27.847 ConciergePainRelief.com and on YouTube at 01:01:27.867 --> 01:01:29.068 The Dave Kittle Show. 01:01:29.088 --> 01:01:32.291 And follow Jimmy McKay at PG Podcasts on 01:01:32.391 --> 01:01:33.672 YouTube, the socials, 01:01:33.791 --> 01:01:35.552 and wherever you binge podcasts you 01:01:35.572 --> 01:01:36.574 pretend are for CEU. 01:01:37.545 --> 01:01:38.949 And hey, just a reminder, 01:01:39.472 --> 01:01:40.775 none of this was for advice. 01:01:40.835 --> 01:01:42.280 This was for entertainment only. 01:01:42.539 --> 01:01:43.943 Our lawyers say that counts. 01:01:44.045 --> 01:01:44.786 Thanks, Keith.