And we are live.
Dave Kittle, Tony Meritato back on July,
twenty eight, two thousand twenty six.
Dave, what's going on?
How's how are things in New York?
Morning.
All's well here.
How are you?
I'm doing great.
Jimmy is going to try to join from
the office at prompt,
but let's go ahead and get started because
we missed out on Tuesday.
That's right.
Have you had a chance to see that
post that I shared?
I'm curious to get your perspective on
Sophie Cunningham.
My prediction,
she's going to be the first WNBA
billionaire with a B,
mostly just because of like the crazy
social media success she's having.
Was she also the one that did like
the... I don't know what the name is.
Like the ring girl or something from one
of the recent fights?
What was the...
Was it the Jake Paul fight or what
was the fight?
Or the McGregor?
The UFC...
Ultimate Fighting Challenge Championship.
She talked to Dana White.
She was like, hey,
I want to hold one of those cards.
He was like, absolutely, you got it.
That opportunity opened up for her,
they said, because of the pointing meme.
That just went crazy viral.
Then she, you know,
got in the headlines again with some
comments about boys and girls sports.
And like she dropped a shoe release,
sold out instantly.
I think it was Reebok maybe.
I don't remember.
No, it was Adidas.
Adidas sneaker.
Sold out all the inventory as soon as
the shoe dropped.
Everything's in place.
Like this young woman has the personality,
she has the appeal,
she's got the public behind her.
I could see her going the way of
other females that have gotten product
deals and started companies with,
you know,
partners that launched to a billion dollar
brand.
Also,
just a reminder that Tom Brady has been
doing a lot more social media stuff.
In fact,
a couple of weeks ago at the Fanatics
Fest here in New York City, he slapped,
not Jake Paul, Logan Paul.
He slapped Logan Paul in the face on
stage.
And so, but he's getting criticized.
He's getting criticized that it's like
damaging his brand.
And that was a publicity stunt.
He's doing other publicity stunts.
So my pushback to you would be,
Do the publicity stunts help if you're
Sophie Cunningham earlier in your career
because you're lesser known and it makes
sense for you to be known,
whereas Tom Brady is kind of very
established and well-known,
and now it's almost like,
why are you doing these silly –
PR stunts just to get headlines.
Are those two different things?
Or is it always good?
Or is it bad?
Or is it hurting Tom Brady,
but not hurting Sophie Cunningham?
That's my question for you.
I think we have to be cautious not
to confuse what we're hearing.
So you're hearing that it's bad for Tom
Brady.
Who's saying that it's bad for Tom Brady?
Who's looking at Tom's bank account?
My understanding was he lost a ton of
money on crypto and other deals that he
was in.
So I'm guessing he's probably trying to
rebuild what he lost.
But, you know,
haters are going to hate like you've said
it.
I've said it.
Jimmy said it.
When you're succeeding,
people are going to try to tear you
down.
They're going to try to support you when
you're down.
I don't know.
How are we supposed to know that he's
not doing well with these stunts?
P.T.
Barnum,
I think plenty of people hated his guts
and thought that he was taking advantage.
And if you put P.T.
Barnum in today's market, forget it.
Like there'd be protests and people would
go crazy about it.
Yet he would be home smoking his cigar,
loving his life because he would be
winning on every front.
So I don't know.
So one of the negative comments was from
Dave Portnoy,
who is probably a little less wealthy.
Probably he's got to be less wealthy than
Tom Brady.
But he's like big enough or loud enough
or popular enough.
And he was one person of other people
that were talking poorly about Tom Brady.
And Portnoy is a Patriots fan.
So he is a Tom Brady fan and
a Patriots fan of Tom Brady's career.
And he was still saying –
Tom Brady's doing this, like,
these stupid PR stunts, but also, like,
Dave Portnoy does, like,
silly social media stunts.
Absolutely.
He was just on Family Feud, Portnoy was.
He was, you know,
he does the pizza reviews, like,
he does all this crazy stuff.
And he is an abrasive personality that
plenty of people don't like.
Right.
Yeah, I mean,
and he is not the one seeing Tom's
bank account.
You know, so whatever Tom's doing, I mean,
he's had plenty of success.
He's had plenty of experience.
He's a super smart guy from what I've
seen.
I believe he is making calculated
decisions.
But my big thing for all of this
is
How does this tie into the profession of
physical therapy?
And so we talked about this with Caitlin
Clark.
Now we've got Sophie Cunningham to
discuss, but it's like, all right,
these girls are playing basketball.
They're not getting rich playing
basketball.
If I remember,
Caitlin Clark was making like eighty
thousand a year,
seventy something thousand a year for
playing basketball.
She wasn't making much money.
But she's making all of her wealth from
the brand deals associated with her
ability to play basketball.
Sophie is making tons of wealth and will
probably make significantly more than
Caitlin.
with this kind of social media attention,
you put that in the world of physical
therapy,
I kind of feel like I'm on the
cusp of completely replacing my physical
therapy income with social media income.
And I'm not near what a couple other
physical therapists out there are when it
comes to scale.
I think a physical therapist should have
physical therapy in their back pocket.
It's their passion, it's their hobby,
it's the thing they like to do,
but it's a tenth or less of the
revenue profit generator of something
else.
Whether it be a business that they run,
whether it be real estate that they're
involved in, whether it be social media,
digital products, whatever it's gonna be,
the wealth shouldn't necessarily come from
patient care.
It should come from some other vehicle.
And I think you saw the post where
I was discussing something like that.
And I got a little resistance,
which is awesome, where they said,
you know, we got to be careful.
We can't make physical therapy about the
money.
It's got to be about the passion and
the professionalism and the excellence.
And did you catch any of that?
I didn't.
You got to fill me in.
But we could certainly riff on it.
Well,
tell me about what you're thinking so far
while I look for it.
Well, also,
so Jimmy posted something about on
LinkedIn.
He posted I just had it.
He posted like your most what is your
most.
Let me pull it up.
While you're finding it,
I thought Jimmy had a great post where
he was talking about,
did you use more words?
Or what did he, oh, more steps,
more words or more steps in the clinic
during patient care time.
Talking about documentation.
Yeah, I did see that.
What Jimmy's,
I can't find the post on LinkedIn.
It was something like,
what's your most impressive or valued
thing
recent like metric in your physical
therapy practice.
And I kind of hesitate because like for
us,
it's like in terms of like knowing if
you have, you know,
successful patients or a successful
clinic.
And I wanted to kind of say like
retention,
like someone who pays out of pocket and
like we're continuing to help them reach
their goals.
But listen, if someone just pays
a thousand bucks to work with us.
Like that's, that's amazing.
And if they got the result that they
were looking for and we helped them with
that, that that's amazing.
And if they're independent enough to like
continue their, you know,
exercise and progression on their own,
like that's awesome.
That that's also a win.
But obviously like financially,
if someone stays with us and spends tens
of thousands of dollars over time,
or in some cases a lot more money
than that over time, uh,
because we're helping them incrementally
like achieve new goals,
like get back to golf and then get
back to get back to putting first,
then get back to the golf simulator.
And then it's like,
get back to like six to nine holes
outside.
And then it's like complete a full round
of golf outside.
And then it's, um,
two rounds of golf or, you know,
two rounds of golf in three or four
days in that time window or something.
And then it's, um,
going on a trip to Europe and not
being wiped out and having enough
endurance and strength to like actually
enjoy the trip with your spouse.
Like those are,
those are like incrementally some goals
for like one person that we work with.
And that's, that's one thing where like,
I'm trying to make sense because like,
you know,
we sometimes shy away from like the,
like the revenue and the profit stuff with
like physical therapy in general.
And so if there's like a twenty or
thirty year old that just spends like a
thousand bucks with us and they get a
win and they,
we help them get back to CrossFit or
High Rocks or just running in Central
Park, like whatever it is,
like that's still equally as much of a
win as helping someone who's seventy or
eighty incrementally with these other
goals.
But they just they just want more
accountability.
They just want more oversight.
They want to maybe they're it's a
combination of multiple things.
Maybe they're a little lonely.
Maybe they want the the accountability in
person.
um those are some things that uh came
up when i saw that post from jimmy
and since jimmy's joining now live um
we'll have to ask him about that that
recent linkedin post which one was that i
was and this is cool i was just
using my new scooter to commute to work
and i gotta be honest i was listening
to you guys as i'm cruising up the
street in hoboken it sounds like a morning
radio show it's a little different when
you're when you're listening in the
environment
and without you that is high praise this
morning that's right so what was the post
on linkedin i heard you guys talking about
my i like itchy questions like steps or
steps or words right and you thought it
would go all one way with it was
like people were making arguments and
that's the point it's not social media
it's supposed to be media that's social
what was the linkedin post that you were
asking i didn't hear that one
There was something, I'm looking,
I'm on your post right now, I'm looking.
There was something like,
what's your best metric at your clinic
that you're most proud of or something
like that?
Does that ring a bell?
Yeah, I was asking, I think,
was it a meme?
Was it a picture?
Because I asked,
I did like one from the big Lebowski.
I was like,
so cool that you have fourteen KPIs.
Which one actually shows you if patients
show back up again?
Oh, no, I got it.
I got it.
It's from one hour ago.
Show and tell Tuesday.
What's one thing in your clinic you're
irrationally proud of?
Show us.
And you said it could be a piece
of equipment, your clinic space,
the coffee set up,
a workflow that saves everyone time,
a teammate who makes work better,
a clinic dog, anything that makes you say,
yeah, this is pretty awesome.
Drop a photo or a short video in
the comments to tell us why.
Now, I didn't pull this up.
Now the audience heard the post.
And I was telling Tony that what we
are irrationally proud of is something
that doesn't really get talked about a lot
in physical therapy and in health care,
which is retention.
Like if we if we have a twenty
or thirty year old get back to their
CrossFitter running and all they had to do
was spend like a thousand bucks with us
or whatever.
Like that's amazing.
And that's a win.
But then we also have like sixty,
seventy eight year olds that spend crazy
money with us,
especially over time because we're
incrementally helping them achieve other
goals, like get back to golf,
get back to half of a round of
golf,
get back to a full round of golf,
get back to like different things that
they want.
And then every time,
like some of these people that are very
like type A personality of our clients,
we help them with one goal and like,
there's always like,
it's always like the next goal is up.
Like, all right,
now I want you to help me with
this.
And now I went on this trip and
I was a little, you know,
fatigue that I didn't really like,
I couldn't tour and go around as much.
So I want to work on that.
I want to work on, you know,
what does that,
what do I need to do for that?
Right.
So, okay.
Strength and endurance and how's your
sleep and how's your,
how's your nutrition,
how's your stress and all that type of
stuff.
So those people, um,
spend more money with us because they want
more help with like more goals over time.
And that's one thing that we're
irrationally proud of, which is like,
We're growing really well this year,
and that's one part of it.
It's like some of these folks that are
like fifty year old and plus that have
a lot of goals that want to that
have discretionary money and want to just
stick with us for all of their future
goal setting.
The first thing is the on ramp and
then you keep them on the highway for
as long as possible.
My post was looking for comments, though.
I'm trying to mimic Tony, which is like.
So I took a picture yesterday.
Maybe you missed this one.
I got weird tchotchkes on my desk.
I got like little Lego sets and stress.
Jimmy's always playing with something.
I'm spinning pens.
I can't sit still.
I was like,
other people are probably like this.
What's on your desk?
And wouldn't you know it?
People are proud to show their things.
So then I wanted either text responses.
What I really want is photos.
I wanted to show me.
And then I asked it formally on LinkedIn,
but differently show and tell Tuesday.
So I'm watching what Tony's doing and I'm
saying, that's cool.
I don't want to copy him.
I see the Steelers knee replacement.
Good, good, good.
What's my version of that?
What is my version of that?
What's my version of that?
So that's what I'm looking to do.
But yes, I don't know.
I was thinking about you.
Have you seen Pink's?
window washing.
Maybe you won't see that in the city
because of geotargeting.
Pinks is a window washing service.
Chris Corner would love Pinks.
Have you seen ads for Pinks window
washing, Tony?
Yeah.
I think we discussed it.
Oh, okay.
It's an irrationally boring service,
but nobody wants to do it.
I even hire a woman every couple of
months to come clean my house,
and she's like, windows are extra.
Even the cleaning lady who likes cleaning
and gets paid to do it is like,
windows are extra.
So they're like, we do windows.
and all their people wear the same color,
right?
It's like sort of in the line,
remember the guy next to the pizza place
who would spin the thing?
It's like, can I get attention?
So I was sort of thinking like,
what's Dave's version of that?
It would be irrational,
but what if you hit like,
fifty clinicians and you owned a
neighborhood, if you owned a zip code,
You would wear a knee length white coat
and carry a black leather bag.
That is how you would treat.
Do you know what I mean?
Like that would be your billboard or like
some spin of that.
That might sound ridiculous and that might
not be the right answer,
but the answer is probably far enough away
from normal in any direction.
Or you'd wear yellow hats.
That doesn't make any sense.
Like Savannah banana hats, yeah.
It doesn't make any sense,
but it stands out.
Like the only reason it makes sense is
because it's a purple cow.
Hmm.
Yeah.
So so I apologize.
I didn't have a comment for your post.
I'm doing it here verbally live.
The post about the what are you
irrationally proud of with your practice?
And you were saying you wanted comments.
I'm saying I didn't comment on that,
but I'm verbally commenting about it to
you guys.
Well,
so I've been to clinics like I was
at Alice Barnes is a clinician in
Colorado.
just outside of Denver.
You walk in,
and I know this is going to shock
both of you,
not a beige wall in sight.
It feels like a place NHL players or
NFL players would go work out in the
offseason.
They would just pay ten grand for the
year and call it – no,
more than that,
twenty-five grand a year and call it a
day because it was all AstroTurf,
six of everything, a recovery room.
But Alice –
Has like a like she's got stuff around
that are all wow moments.
Do you know what I mean?
Like a really cool painted wall with a
mural on it or a coffee set up
like each clinic has one of those things.
And it's shocking that I know these people
and I never see they bury the lead.
I'm like, dude,
you have a nine hundred dollar coffee
machine that you just give away espressos.
I'm like.
You got to play that up, man.
That's your weird.
You lean into your weird.
You lead with the weird.
And a lot of clinics don't.
They have a weird thing.
Oh, we have a rock climbing wall.
I worked in a pediatric clinic that had
a legit, legit zip line,
like from a playground.
And kids lost their minds.
I'm like,
why is that not the first thing on
your homepage?
Because a mom would be like,
my kid might like that.
And once the kid sees it,
you think he's going to want to go
back there.
The answer was yes.
So what's your zip line?
Should be my next post.
Before you jumped on,
can you hear me okay?
Yeah.
Before you jumped on,
we were talking about Sophie Cunningham.
Yeah, yeah.
I heard that.
I was listening to that.
I wanted to get some of your feedback
on that.
What were your thoughts?
Proof of concept.
And I know someone had in the comments
like, well, yeah,
if you put away X number of dollars
at eight percent,
that's not what you're talking about,
right?
Like you're talking about being a
billionaire in the next ten years, right?
Not when she's sixty five.
And the answer is she's a lightning rod.
She's the one with the finger, right?
She's doing this.
Fucking great move.
Like, you know,
people like that's unsportsmanlike.
Like,
have you seen some of the other stuff
in other sports?
Please don't please don't say that.
That's that's nothing.
That's nothing.
That's a two.
But here's the thing.
It's a ten if you're in the WNBA
because it hasn't been done there and
women don't do that.
And for the podcast audience,
I am throwing up air quotes left and
right.
Please don't come at me.
I don't disagree.
Let's put it this way.
If anybody's going to be a billionaire
from the WNBA,
it would be her or it's going to
be the girl who's in middle school right
now watching her going,
I see what she's doing.
Be a B-plus basketball player and you'll
get paid like a B-plus basketball player.
Be an A-plus basketball player and you'll
get paid like a B-plus basketball player.
That's just how that math is.
If you want to make more,
do something outside.
Right.
There was a story about Messi,
how Nike turned him.
His dad,
his dad asked for an extra track suit.
Just wanted an extra zip up track suit
and wind pants.
And they were like they ghosted him.
And then he went to another brand.
You lost Messi for thirty eight dollars
worth of windbreaker material.
Like you missed the boat.
You missed it.
Just like the Yankees lost Juan Soto
because they would not give his family a
suite for like the playoffs last year or
the year before or whatever.
It wouldn't get Griffey because apparently
the Yankees slighted Griffey Sr.
But that's it.
You're either doing public – that's public
relations.
You're either doing public relations well
or poorly.
There is no not doing public relations.
I thought it was funny.
Dave is going to get into this world
really fast.
The thing that stands out to me about
Sophie Cunningham and the pointing,
there's all these clips coming out now
where one of the officials is telling her
not to step over.
Can you not hear me?
i'm sweating okay it is telling her not
to step over the the three-point line and
then she steps over it intentionally when
he turns around she does all of this
stuff like just to spite because she was
told not to do it it's exactly what
a you know three-year-old is gonna start
doing
But that is what's going to lead to
the success.
That's where people are going to say, no,
she can't make that kind of money.
Because I guarantee everybody before that
incident actually assumed Caitlin Clark
was going to be the biggest revenue
producer, the biggest moneymaker.
It's not.
It's going to be Cunningham.
Yeah,
you're going to get more from you're going
to get more from shoes.
The resistance as I was finishing my
scooter ride up Main Street here in
Hoboken to get to the office.
The resistance for PT is going to be
from people who are staking their identity
in the sanctity.
And I'm using air quotes again in this
is this.
And I think that's a giant mistake,
but that's OK if that's you.
What they're saying is you can't go on
the Instagrams and teach people this
because I took a decade to learn this.
And I'm like, well,
a really skilled person could educate in
thirty seconds.
That's that's not dumbing it down.
That's simple.
The dumbing it down.
I thought I had a good analogy this
past weekend.
Someone said, oh, I see what you do.
You sort of dumb it down.
And it made me sort of stung a
little bit.
And I was like, well, I don't know.
Do you think what I do is dumb
or what you're saying is only dumb people
can understand it?
And then I use it.
Which takes craft, and you know that.
Right, but the analogy I gave was,
you know how to resize a picture, right?
But if you do it wrong,
it gets warped.
Unless you do it in scale,
perfectly in a corner,
the thing you get is messed up.
So if I just simply took a complex
thing and told it like a third grader,
that might not land.
You have to put it in context.
You have to make sure nothing is lost.
So dumbing it down isn't the answer.
Watering it down isn't the answer.
Perfectly scaling it down,
that's different.
I was going to try and take a
clip from an orthopedic surgeon who was
talking about osteoporosis.
And he comes on Instagram and he says,
if this doesn't change your mind about
osteoporosis, I don't know what will.
And on the screen, he's showing an image,
an illustration of trabecular bone and the
matrix within the bone and showing how the
bone disintegrates.
I'm like, nobody cares about that.
That's not going to change any woman's
mind about osteoporosis.
Show the woman with a broken hip in
the bathtub, naked,
asking her son to help her get up.
That's gonna change somebody's mind.
It's not gonna be a graphic illustration
of a bone.
If you show a graphic illustration,
as annoying as it is,
it needs to be someone slightly bent over,
face wincing in pain,
and then on their back,
something red like a heat map with little
arrows coming, little points.
Listen, it communicates one thing.
A picture says a thousand words, right?
If you use it well,
but how come you haven't shown the
trabecular matrix in a bone?
Because I don't know what the hell that
is.
That means nothing to me.
You tried to,
that surgeon tried to sound fancy.
Fancy.
Not clear.
What else we got?
uh did you talk about i mean i
know you probably mixed it in the second
topic that i saw come across the group
chat was uh do we want to spend
time driving or do we want to spend
time improving our car do we want to
spend time just just just why are we
paying attention to the money and how much
money we make is that the conversation we
were talking about
So we, I shared a post,
which I've been thinking a lot about,
and it basically said, you know,
back in my day started with back in
my day,
a hundred thousand a year was aspirational
because I remember like going back a
decade.
If I put out that, Hey,
a mobile therapist can earn a hundred
thousand dollars seeing twenty patients a
week.
It was like, amazing.
I can't believe it.
How can I make that much money?
Now it doesn't even move the needle.
Like nobody is even looking at that as
something, you know, awesome.
Now you have to be at two fifty
to five hundred to really even get
anyone's attention.
So no, I disagree.
You really, you,
you still feel like a hundred thousand is
enough for somebody to take notice.
Wait, wait, wait.
Depending on if they're the owner or the
clinician or, or they're the employee.
We're talking,
we're talking about clinicians that are,
that are in the job market, right?
Yeah.
I think if you dangle anything north of
one fifty,
someone will pay attention because I think
everybody's expecting a hundred.
Well, how come I,
how come I have so much interest when
I,
when I get inbound and then I send
them a two pager,
these are potential therapist candidates.
And it's a, you know,
seventy seven to eighty seven thousand
dollar base salary.
And then the rest is all performance pay.
And then they have to ask.
Then they have to trust us like, hey,
like,
where do you get new patient referrals
from?
And, you know,
how much how fast does it take me
to ramp up my caseload and all that?
So they they want to know, like,
when can I expect to be
at a hundred K or more over what
time and then kind of maintain that.
So it obviously depends on our ability to
do the marketing,
get new patients and their ability to be
great clinically and have communication
and retain a lot of those patients if
those patients need it or want it and
wanted to continue with us.
So that does not say guaranteed a hundred
thousand, although it's pretty easy.
You're going to make a hundred thousand
with us, but you're talking about,
let's say one fifty, right, Tony, right,
Jimmy.
So
It doesn't say guaranteed you're going to
make one fifty.
But there's I have I have three therapists
right now going through our recruiting
process, our interview process.
I have others that are interested in
scheduling calls.
They're looking at our social media.
So it's not saying a guaranteed one
hundred and fifty thousand dollar salary.
It doesn't say anywhere.
But we still have we still have
significant interest.
So.
But there's a decent path, right?
And you're probably weeding those people
out.
If they don't ask,
you don't want those people.
You want inquisitive people who are going
to hustle.
Those are the right people who ask the
right questions.
They go, well,
if I hit all my metrics,
what would I land?
And if someone did all their things,
what would they land?
If someone did well,
if someone did A- on all the things
you just mentioned, where would they land?
Ballpark.
At least one-twenty.
Pre-taxed.
In my memory,
the posts that you've shared that I've
seen, when you list a number,
it's usually one hundred and twenty seven.
I feel like I've seen or something above
one hundred.
Yes.
Regardless, you're right.
You're right.
The point is,
inflation is driving expectations higher.
And Scott Davis, great guy,
follow him on TikTok, educator,
amazing clinician.
He talks about, you know, really,
really great stuff.
But he shared a sentiment that I've heard
echoed through other clinicians,
especially clinicians that have been in
the profession, twenty, thirty,
forty years.
These are not sentiments coming out from
new grads.
These are sentiments from, you know,
consummate professionals.
And he's like, look,
We need to acknowledge there's more to it
than just the money.
We can't get so stuck on the number
that we forget we're here to help.
We're here to change lives.
And I get it.
I totally agree with everything that
Scott's saying.
Now,
one part of this where I think he
loses the attention of the viewer and the
perspective person thinking about physical
therapy,
and it's the same with another person I'm
thinking of in OT.
is Scott mentioned that he lives kind of
a conservative life.
He has a two bedroom apartment,
lives with his wife, fulfilling life.
That's not really selling the dream.
That's not selling the shine and the
glitter of like, yeah,
I want to do that.
And this other person basically says the
same thing.
This other person's like, look,
I have a small house.
I have a conservative car.
I drive all of these things.
OK, like that's awesome.
You can do that.
And I feel like I live a very
conservative life.
But that being said,
that's not going to attract young
professionals into the profession because
you could do that without a doctorate
degree.
You know, you could do that in anything.
What are you going to say, Jimmy?
I shared something.
See if you can bring it on the
screen.
I had shared this post on on LinkedIn.
And I got a lot of reaction out
of it.
I got like,
twenty-nine comments and I shared it
yesterday.
And the post was, I think employers,
this is gonna go counterintuitive,
overestimate how much money alone makes a
physical therapist consider another job.
Everybody just thinks if you're hiring
someone that money's gonna pull them away.
I had a comment.
That's true.
You need to hit a floor.
Everybody's got a number that will be,
okay,
you could pay me one hundred twenty five
thousand dollars.
But if the job sucks, I ain't going.
But you need you need a number.
I need ninety eight.
That's my number because I know how much
to live.
I'd consider it.
But it's these other things.
Listen,
you're going to pay me less money to
do less work.
I'm cool with that.
If that's the person I am right now.
Right.
I made like ninety grand a year in
radio.
I would have paid sixty two thousand
dollars to the radio station to keep doing
that job.
But it was the job.
So there is a marriage of those things.
There are other elements that come into
it.
not just a salary,
but you have to cross a threshold.
And if you don't, it's like an insult.
You know what I mean?
You didn't even,
it's not even above that dude.
What are we talking about?
I have a pulse and a license that
grants me at least the floor.
Then everything else on top of that
explains how high the ceiling is.
Like Dave says,
you want to make just this and do
this.
I pay you eighty two.
Great.
Do nothing else.
You make eighty two.
Now, hey, man, between you and me,
you want to do a buck thirty.
Do this for fifty two weeks.
I'll pay you one fifty.
But that's where you become a part of
the business.
You own your schedule.
That's different.
Yeah.
In healthcare, outside of healthcare,
there's a lot of people that stay at
a job that they don't really love,
but they'll continue because it's
convenient.
It's kind of close by.
The people that don't want to commute and
they're like,
I have a job that's two blocks away
or two miles away or whatever.
They'll complain about it to their friends
at dinner and at the bar.
But then they're also like, yeah,
but it's like close.
And like,
I'm looking in the job market and like
all the jobs are like way further away.
It's like, you know,
there's pros and cons.
So my question with that though is,
and this relates to the previous post,
at what point when you start to feel
like that, I'm not super happy,
but it's a convenience.
It's, you know, it's,
It's like the girl you're dating in high
school and you're like, well, it's just,
it's easier not to break up.
I don't love her.
I'm not even having that much fun with
her, but it's there, you know,
it's there every day and it's easy.
I got a term.
It's career cuffing season.
That's what it is.
It's like, ah, we hit fall.
We're starting to go into November and
December.
I'm not finding a new girl right now.
We're riding this one through till spring.
That's cuffing season,
career cuffing season.
That's what it is.
So my thing with it is we're therapists,
right?
If a patient comes to Dave and the
patient's like, hey, Dave,
I've never been a runner,
never run in my life.
I sprained my ankle going down the stairs
at home.
This is my opportunity.
I'm going to rehab my ankle.
And then I want you to help me
run my first five K.
What do we do?
We do an evaluation.
We establish starting point.
What do they have going for them?
What do they have that's a deficit?
We develop a plan to build strength,
build endurance, build mobility,
build the capacity
And then we take them into the training
for the five K.
My thing with therapy is, okay, look,
we know that this is a relatively capped
profession.
We know that there's only so many minutes
in the day.
There's only so many billable units I
could deliver.
I know that I have bigger aspirations than
a hundred,
a hundred and twenty K a year.
I'm going to make my money first.
And then I don't have to worry about
the money.
Then I can take a less,
a lower paying job that has greater
satisfaction and I won't get frustrated.
I won't get that feeling of I need
to do something else.
I can focus on the patient.
I can focus on the intervention.
I can focus on being the best therapist
I can be because I don't have the
need for additional money.
I've already made my money,
whether it's real estate, media,
you know any other thing you can do
i still think and i agree with um
I think it was Scott.
We don't have to tie finances to patient
care.
We can keep them separate.
We can live in that perfect world where
I'm not watching the clock for one more
minute to get another eight minute
billable unit.
I can just focus on the patient,
but I can't do it if I'm struggling
to pay my student loans, pay my mortgage,
pay my car payment,
pay for my kids to go to school
and all the other stuff associated with
life.
Yeah, I went full Tony on this one.
I'm sharing another thing, Tony.
See if you can bring that on the
screen.
I think you're going to love this because
it has a baseball card.
So this is what I was trying to
illustrate in this post.
I essentially was saying, listen, I said,
stop looking at the salary.
And all of a sudden,
Tony would be like,
what are you talking about?
There's no money involved.
Dave would say there's no way someone's
going to pay attention.
But what I was really saying is play
money ball.
If salary is the only thing you're looking
at, then salary is home runs.
And you're neglecting the fact that this
guy also this job also strikes out four
hundred times a year.
Yes, you get paid one fifty,
but you hate it every time you walk
in there.
So what I was saying in here is
what are the other stats that don't maybe
make SportsCenter?
Because everybody looks at this right
away.
Salary setting in hours.
That's like back of the baseball card.
Home runs batting average RBIs.
But you need to pay attention to the
other things.
If you're going to be an employee,
are you double booked or one-on-one?
No judgment, but which one do you like?
How many patients in a day really?
Is there a mentor you want to know?
All the things people bitch about after
they get their first check and go, oh.
That divided by two checks a month isn't
as big as it was after FICA shows
up, whoever that is.
So what I'm saying is,
what if all jobs,
this might be one for Dave,
what if you could give a baseball card
for your actual job?
Yes, Valerie should be on there,
but also you get a fifty two per
caseload because that's awesome because
normally people have to see that's fifty
two visits in a month where when you
start to lay that out there,
if that bothers you.
then you want to find a place that
does the thing that makes you happy.
And there's a balance in all these things.
So it's not just home runs, RBIs,
and batting average.
You've got to figure out,
can the guy field?
Can he steal a base every once in
a while?
Can he hit with runners?
And the culture stuff.
How are they going to be in the
locker room?
How are they going to be representing your
brand?
So I was trying to not make this
about the clinician,
not their clinical skills, but the job.
Like, does it fit?
Jimmy would not do well in basketball,
but I'd thrive in ice hockey.
Does that mean I'm a good athlete or
bad athlete?
It means I'm wrong for this,
but right for this.
Not all jobs are alike,
but I feel like everybody and now that
I'm working sort of in the sector where
I'm trying to connect clinicians to jobs,
I'm like, oh,
this note looks nothing like this.
Like your clinic environment looks badass,
but you wrote competitive salary and great
mentorship program.
And I'm like, dude,
that's that's ice mayonnaise flavored ice
cream.
That says nothing.
No one asked for that.
It's tangy, but I don't like it.
Say something better.
Quick shout out before we keep going.
I saw a post from Will Boyd.
I don't know if he's on today.
He is restarting his podcast.
Totally unrelated to everything else,
but if you guys don't know Will Boyd.
It's not unrelated though,
because Will is like, okay,
I'm going to use my clinical mind and
I'm going to help people who run HVAC
companies.
Because HVAC people,
people who run HVAC companies that he's
helping don't have an HVAC problem.
They have a,
I keep putting piles of money into my
bank account, but in six months,
I don't have as much as I thought
I did.
He comes in and combs through the plate
of spaghetti and figures it out.
I picked up a Hormozy clip, an idea,
and I wanted to see what you thought
about it.
First of all, first of all,
Hormozy just doing like these intimate
moments
like programs for like ten, twenty,
thirty grand.
And then you get like an hour with
Alex Hormozy and then sharing all the
video is a brilliant move.
It's a brilliant move.
But this was one.
He was the guy runs a martial arts
studio and he's like,
I don't know how to make a high
end, a high ticket offer.
And then Hormozy, of course,
because this is all he does.
He looks at it through the same lens.
He goes, I know how you do that.
You put the high-end ticket on the front.
So you want to be in my judo
class?
You have to go through one-on-one until
you get to the class.
conventional wisdom would go i throw you
in the class with everybody else for a
hundred dollars a week and then if you
eventually want to move up we move you
up he goes no you don't get to
be in my class with everybody until you
understand how the class works and i
decide how the class works so he puts
the gate on the front and goes it's
a thousand dollars a month until you can
get to yellow belt or whatever it was
then you can join the group class the
group classes i have are all for blues
and higher you can have the white belts
over here for ninety nine bucks a week
i'm not doing that and i was like
oh
What if we use that route for Tony's
five K or marathon?
You don't come in and get a three
hundred dollar eval and then sixty bucks a
pop.
You pay you pay three grand.
And then I decide if we keep moving
on.
It just reframes the value.
And some people are going to love this
and some people are going to hate this.
And it feels icky.
And that's OK.
You do you, boo boo.
You do you.
Real quick,
Teresa has been super active in these
bananas today on LinkedIn.
I remember this episode from Friends where
Rachel says,
who is this Spica lady and why is
she taking all of my money?
There's a hilarious video meme reel that's
out where this guy is looking at his
paycheck and he sees the same thing and
he's like saying how this person is taking
all his money.
You guys are probably too young to
remember,
but thank you for sharing that great
memory.
Yeah.
Somebody just, you just,
you just got to grow the top number.
All right.
And,
and like to Jimmy's point is our offering
allows you,
we have a path for you to do
that more than most other places in
healthcare.
Yeah.
What's a four hundred and one K that's
a long race.
I didn't run a race.
Why did I get charged for a four
hundred and one K?
I ran a ten K three weeks ago.
What is this?
That's another reel.
It's Will Ferrell.
And he's like, look, right here,
we have four hundred and one thousand
dollars in this account.
And they're like, no,
it's a four oh one K.
And you have eleven dollars in there, sir.
And you actually owe us money.
What do you guys look at?
What's one thing you guys are working on
to solve in your business this week?
Like what's a big, hairy, scary day?
Big, hairy,
scary thing that we're dealing with or
trying to solve, did you say?
Trying to solve, like you're actively,
like,
is it getting those people through the
recruiting process to figure out which
one's right or what is it?
So that also have a we're looking at
meta ads.
So I'm speaking to two companies about
running Facebook and Facebook and
Instagram ads, which is like secondary.
Like the main thing is recruiting and
hiring.
Secondary is the meta stuff.
Also,
primary is we're hiring virtual assistants
to answer our phones and do callbacks.
Uh,
and they have our customized script and
all like in a design that they helped
me make.
Um,
that's a whole other story with like
prompts and they, they're like copy,
they're like copy this and paste it into
like chat GPT.
And it just like,
and asked me like fifty questions.
And then at the end it like gives
me this document that's like,
it's twenty pages and it's like designed
perfectly and, you know,
separated out with like different like
titles and sub headlines.
But anyway.
the recruiting is the main thing as well
as at the same time also equally as
important is getting this virtual
assistant company to be answering our
phone calls uh doing callbacks text backs
uh being in our high level to uh
make calls from uh like like a new
york city number even though they're going
to be based in costa rica and the
two that uh we're having we're going to
be having to uh compete against each other
And in the short term,
they're going to compete and we're going
to see who wins and has the best
conversion rate.
In the long term,
I think they're both going to work for
us anyway.
I think for me,
aside from the media stuff that you guys
see me sharing,
my objective and what I'm talking to AI
about is I just cracked a thousand a
week in revenue from Facebook.
I had twenty-two million views.
I want to hit over a hundred million
views.
I want to hit ten thousand a month
just from Facebook ads or not ads ad
revenue income from Facebook.
No digital product, no other thing,
just Facebook paying me to share posts.
But aside from that,
more in Jimmy's world now,
as we're busy as heck in the clinic
right now, I'm not hiring,
I refuse to hire,
so I need to optimize.
I need to figure out like,
how do I streamline?
How do I make effective notes?
I ran into an issue which shocks me,
but it happens,
where a single third party payer
We joined the network.
I sent documentation for submission.
They didn't want to pay me for Therax.
And I was like, what the heck?
Why are you not paying me for Therax?
And I realized it's because I
inadvertently said range of motion within
normal limits,
strength within normal limits.
Well, that's because to me it is.
You know,
that doesn't mean that this person doesn't
need to exercise.
So like that was a technical mistake I
made as somebody who teaches documentation
at times.
And I'm like,
I can't speak to the third party payer
the way I would speak to Dave or
Jimmy or another therapist.
Gotta play the game.
You got it.
So now I need to refine a system
that I had been working on for twenty
years.
to make sure, no,
I can't say that it's within normal
limits.
I have to identify deficits so that I
justify the therapeutic exercise that I
want to use.
So it's that kind of stuff.
It's dummy proofing the system.
So literally,
I could pull somebody off the street
They could walk into this clinic,
they could treat a patient and the patient
gets a positive outcome and we get paid.
Bingo.
Did you see what I was doing?
I think I did one for both of
you on Facebook, but Tony,
I don't know if you saw it.
I was sitting there and I was saying,
what are some untapped data points that
clinics have that they could use even to
just do some self analysis and self
awareness?
And
I was hanging out with my buddy Claude.
Me and Claude were hanging and Claude was
like,
why don't you check out Clinics Google
reviews?
So I found it.
I just said, hey,
drop your name of your clinic.
I would go and find their Google reviews.
I'd copy paste that into an AI.
I gave it a little magical zhuzhed up
prompt that I worked on for about a
half hour.
And then I was like,
do something with this.
Like there's an internal version like,
hey,
Charlene, who's at the front desk,
pops up a lot.
Maybe understand that your front desk is
crushing it and people are saying how
great she is.
So what it's doing is it's sifting through
the haystack for the golden needles and
telling you what to pay attention to.
But it can also rewrite your marketing.
Because we always say,
meet the patient where they are.
Yeah, yeah, yeah.
And while you're there,
talk to them like they talk.
And if they're honestly giving good Google
reviews, listen to what words pop up.
And some clinics, I mean,
I did one yesterday, seven years,
and not one review was less than five
stars.
With Dave, it said two reviews came up,
but then it clearly analyzed why he got
less than five-star reviews,
and it was a missed expectation.
And we talked about it before.
Where I got that idea from is somebody
tagged me in a video,
or one of you guys tagged me in
a video,
where the fish bone museum –
Someone wrote a review that said worst
aquarium ever.
It's a it's like it's a bone museum.
It's like like they had like skeletons of
fish and people were like worst aquarium
ever.
It's like, sir, this is a Wendy's.
This is not an aquarium.
But I was like,
what other old mine of blasphemous or
really great content is out there?
It's fantastic.
I mean, I did it.
I did a Google review post in my
local bike shop that Google because Google
tells me now they got ten thousand views.
I got ten thousand views for saying, hey,
these guys are great.
They sharpen my skates and fix my bike
like people are willing to say stuff.
What are you doing with that knowledge?
So if you want that prompt,
I'm doing it for a bunch of people
who are now putting their links to their
clinics.
on my Facebook account.
I'm just running it through the same
prompt and I'm giving them the results,
but you can do this too.
This is a magic what I'm doing.
But by the way, Tony's walking around.
Do you see that the camera's falling?
I was going to ask him,
I was going to ask him how he's
doing.
That's gotta be something in stream yard.
Cause that's nothing that I've done.
No,
I'm going to say I'm going to sign
off.
Cause I got a new patient waiting for
me.
So I'll catch you guys next week.
Sounds good.
All right.
Shout out Randall Williams.
Finally caught a live here.
Always appreciate you guys and all the
input.
That's awesome.
Thank you for the feedback.
Randall.
All right.
Let's do parting shots because I'm like,
I got to go get like a coffee
or something.
I just did my morning scoot.
I got a Segway scooter.
And this is the lesson, right?
Because if you're on LinkedIn long enough
and you stub your toe, you're like,
I stubbed my toe yesterday.
And here's what it taught me about B
to B sales.
Like you can spin anything into content,
right?
Hold on, hold on.
You have a Segway scooter,
like the upright ones,
like just totally vertical?
It's a regular scooter,
but it's just electric.
Okay, electric.
Yeah, not like a hoverboard.
I would hurt myself on that.
So I now commute once a week to
the office.
The train is great.
I love trains.
You don't have to park.
You don't have to think.
You can work on the train.
But then I get here,
and I got to walk like a mile
and a half.
And some of you guys are like, bro,
get your steps in.
Except I get to the office.
You know how it is.
You're sweaty.
I'm sweating.
It's humid.
It's humid here.
It's humid, right?
It's humid in the Northeast.
Even early in the morning.
But then I said, hey, man,
let's get some let's close some rings.
Let's rent a city bike.
You know what a city bike is for
a mile and a half?
It's like ten bucks.
I got the money,
but it's like it just like the train
ride for two hours is fifteen dollars.
The city bike for mile and a half
is ten.
I'm like, you know what?
That doesn't make sense.
That doesn't make sense to me.
But this shows you the irrationality.
I'd rather buy a four hundred dollar
scooter and do that because if I rent
the bike,
I still got to pedal the damn thing.
I'm not solving the sweaty problem.
And if I stop coming to this office,
I can sell the scooter.
I'm buying an asset that I can sell
for less money than I bought it.
But I got my mileage out of it.
Anyway,
it got me thinking about the golden mile
problem.
I can get all the way close here.
I can get to Hoboken,
but I can't get to a mile and
a half without walking or sweating through
my polo here.
So that's what you're solving.
People can go to AI and figure out
my back hurts.
How do I die?
It's the doing and the organizing and the
putting.
It's the golden mile problem.
That is why I think you're still
incredibly valuable.
It's not...
The physical therapist.
The practitioner.
It is not the fact that you can
pull a book off the shelf and it's
anatomy and physiology.
That is now Google boxable.
That you and your friend Claude can figure
that out.
It is the golden mile problem.
You are putting it in context.
You are giving a clear plan.
You can pivot that plan over and over
again.
That is with human connection.
That is not yet anyway figured out by
AI.
So my golden mile problem was I spent
four hundred bucks without even thinking
about it twice on a scooter because I
had a four hundred dollar problem and I
had four hundred dollars.
I decided to solve it.
If someone can't run and to them,
that's a big that's a two thousand dollar
problem and they have two thousand
dollars.
If you don't ask for it,
that's that's that's a bad move on your
part.
Parting shot to just double click on that
is that I believe that our true patient
client customer will always want our
service.
And I do not care how advanced AI
thinks it'll be or will ever get.
that the last mile, the golden mile,
the last mile that you're talking about,
the same thing that HVAC will definitely
never be replaced because you need someone
to come here and your plumber and your
roofer and any other service provider to
work on your plumbing or whatever,
your dishwasher, whatever it is.
And the same thing for
your aches or pains or health,
when you need accountability,
when you need extra oversight,
when you need someone to trust that,
and maybe it's a second opinion,
maybe it's a third opinion,
whatever it might be,
but it's not even like the human
connection, but it's just like the human,
the other human,
to help you in whatever it is,
back pain, neuropathy, headaches,
like what, whatever your issue is walking.
I mean, specifically like, like, you know,
half our business is geriatric where, um,
It's someone that is mostly homebound.
How is AI ever replacing that?
It's not.
It will never.
We have someone right now that's being
discharged from a Manhattan nursing home,
and we're helping with the transition to
get this guy home to his home apartment.
AI will literally never replace any aspect
of that process.
And then the next step,
which is the service delivery of the home
visits and charging three fifty per visit
out of pocket in New York City.
And over time,
we're going to raise our prices and we
will never be replaced.
It will.
So it will weed out all the stuff
that shouldn't have been a PT visit in
the first place.
Yep.
That is what it will do.
And that's great.
And I love that for the consumer.
And I actually love that for the clinician
because we want to be treating people who
really need to see us long term.
Right.
I think it will weed out the stuff
that never should have been on your
caseload anyway.
And that's good.
Some of it will get through because that
person just wanted reassurance from
something with a heartbeat and a pulse.
But I think a lot of it will
weed out the stuff that never should have
hit your schedule anyway.
I will say my one caveat is this
will make our job more complex because now
you're not just doing out of ten patients
in a day, four easy,
four medium and two hard.
Did I do the math right?
Eight, yeah.
Now you're doing, you know, seven hard,
three medium.
There's no easy, right?
And easy is relative.
I'm not saying anything is necessarily
easy.
But you get what I mean.
It's like a lot of those stuff is
getting weeded out.
Hey, you just got more complex.
That's the bad news.
The good news is complex is valuable.
That's right.
And people paid to solve it.
Hell, yeah, they do.
We'll see you guys on Thursday.
I will be less sweaty.
But maybe I will be riding the scooter
around my driveway.
You never know.