June 2, 2025

Marketing to Patients Who Actually Want PT (Here’s How)

In this episode of PT Pintcast, we’re calling out the BS behind long hospital waitlists and helping private practice PTs cut through the noise. If you’ve ever wondered how to build a patient base from scratch, market to people who are actually motivated , or show up on social media with value — this one’s for you.

You’ll learn:

How to create patient-focused content before you even treat your first client
The psychology of pain, urgency, and price in physical therapy
Why direct access and same-day care is the true advantage for private practices
The overlooked content that builds trust before the evaluation

WEBVTT

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Happy.

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I almost said Tuesday.

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I almost lost two days there.

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Happy Thursday.

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We're closer to the weekend.

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I promise.

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I promise.

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I promise.

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Happy Thursday here at PT Breakfast Club.

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Jimmy and Tony minus Dave.

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Rumor is he either fell off

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Niagara Falls or he partied

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so hard in Niagara Falls

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that he does not have a voice right now.

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I was watching for a barrel.

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I thought for sure Dave was

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going to go in a barrel over the falls.

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Do you remember?

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I think it was Woody

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Woodpecker in some of the old cartoons.

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That was like a thing.

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It was like â and stunt people.

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That was like how they

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wanted to put their mark on the world.

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I was in Niagara Falls two weeks ago,

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and that was the second

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time I was ever there.

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It was the first time I was

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ever there during the day.

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And at night, I got to be honest, man,

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waterfall, not that impressive.

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During the day, very impressive.

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I'm kind of a daredevil kind of guy,

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a little bit of an

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adrenaline â I wouldn't

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call me an adrenaline junkie,

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maybe an adrenaline seeker.

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Nothing about that said we

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should jump off of this.

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Nothing.

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So I remember, um, you know, there,

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there's still people that will do it.

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There's like modern versions of the,

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of the, um, what, what was I saying?

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The barrel?

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What is it?

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What were they going over in?

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In a barrel.

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Yeah, in a barrel.

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Yeah.

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Anyway,

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this was really all about attention,

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right?

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It's all about doing

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something to garner attention,

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to get eyeballs appropriate

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for today's topic.

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I want to talk about marketing.

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I want to talk about attention.

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And if I go back probably a decade,

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if Jerry Durham is listening,

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he probably remembers this.

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He and I were some of the

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only therapists that were saying,

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you probably don't need

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more new patients.

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You probably have enough

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patients in your history,

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in your database.

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What you need is to get

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those patients to complete

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your plans of care.

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You need those patients to

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become lifetime patients, never quit,

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never stop coming.

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They always have a need.

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They always have a problem.

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And this is something...

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that while I still maintain, you know,

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we don't spend a penny on

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marketing because we have a

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database of tens of

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thousands of past patients.

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I can always flip a switch

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and fill my clinic tomorrow

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if I needed to.

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There are therapists out

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there who do need patients.

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They're going from zero to one.

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They're going from one to ten,

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ten to one hundred.

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So I was hoping we could

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dedicate today to talking

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about different marketing ideas,

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some strategies.

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I threw some stuff in the private chat.

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Yeah.

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But let's start with the

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resources that people

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probably already have.

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Past patients, what are you thinking?

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Right.

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Well, I want to set this up with â

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uh a line from alex hormozy

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and it's like those things

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that you know I don't know

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there's got to be a word

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for them it's probably a

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german word for them

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there's always a german

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word for everything which

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is something when someone

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put words to something that

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you're like yeah I knew

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that but you gave me like

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this so hormozy said listen

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look let me break it down

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for you and he like does it

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in this form of the way

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where he like looks right

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in the camera and he's like

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there's only three ways to

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make money he's he essentially said

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You get the people,

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you get more customers.

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There's your zero to a

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hundred percent of your capacity.

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Then you get those people, right?

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Who you've already got to spend more money,

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right?

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Get them to spend twenty

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dollars on an upsell or you

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get those people to come

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back more frequently.

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That's it.

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And he said,

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if you can figure out more

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ways to do that,

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I'll give you a million dollars.

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I want you to come and teach me.

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So I want that to be in

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people's mindset because I

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think the first one is

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constantly on people's mindset,

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which is I need to get more new people.

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And we had this mindset in radio.

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Because the idea was if you

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piss someone off with your radio station,

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they're not really growing

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new people here.

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Like in our geographic area, right?

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And when I was in radio,

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it was in Northeast Pennsylvania.

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Now,

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some people leave and some people move

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in.

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But let's just pretend that

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rate is always the same.

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It's always the same amount of people.

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So don't piss those people off.

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But since we only have those

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people at our disposal, right?

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The idea was how to get them

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to listen more frequently

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or how to get them listen longer.

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That's it.

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I know it's radio to health

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care or radio to business.

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Same thing.

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I want you to have those

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three things in mindset.

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So where do you want to go first?

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Just kind of what are some

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things that you're seeing

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right now on the media side

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garnering attention that

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seems to be working?

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I can tell everybody,

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and I'm happy to share,

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for me right now across all social media,

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Facebook business page is

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outperforming everything else.

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It's the simplest thing.

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I'm still doing a little bit

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of paid ads just because

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it's fun and I want to figure this out.

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But the vast majority,

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well over a million views a month,

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all comes from organic content.

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Now,

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I know that this is organic spread

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across the whole country.

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It's not local.

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These aren't people that are

00:05:05.310 --> 00:05:06.232
coming into my clinic.

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But from an attention perspective,

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I just ran a report.

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I think over the last ninety

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days I did around four million views,

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all organic, all totally TikTok,

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Instagram, YouTube.

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They're all still growing.

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But like by a mile,

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organic Facebook business

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pages is my best reach.

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The thing I noticed was a

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downtrend on a different platform.

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And I think this was about

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three to six months ago.

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LinkedIn was going real,

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real heavy on video.

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They were putting videos in

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different ways.

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And I feel like all of a

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sudden I just noticed it's sort of gone.

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Like they were like, we're video too,

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everybody.

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And.

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So I took the strategy of, well,

00:05:47.596 --> 00:05:48.137
everything that I was

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producing really for

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Instagram and YouTube Shorts,

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I'll just put it on LinkedIn.

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And it has gone nowhere.

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So I just, I stopped, to be honest.

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Like, I'd rather not.

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If you're not going to be

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doing something well, like,

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don't do it at all.

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And it didn't mean the video

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content wasn't good.

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and then it wasn't playing there well.

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So what I did notice,

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I'll end it with a good

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thing I noticed on LinkedIn

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is that polls and asking a really,

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really poke the bear sort

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of question does get people talking.

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And when people do,

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I see the impressions go way, way up.

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I'm seeing like some single

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post with a question or a setup, you know,

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sort of a context and then

00:06:26.771 --> 00:06:28.194
a question like, well, what do you think?

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That'll get five figure impressions.

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And a little trick that I do,

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and I don't know if this is like

00:06:35.178 --> 00:06:37.079
like bad strategy or great

00:06:37.100 --> 00:06:38.759
strategy is I'll notice

00:06:38.800 --> 00:06:39.901
someone will comment on it.

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Like someone will drop a comment.

00:06:41.440 --> 00:06:42.300
I'll see it in my feed.

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And I'm like, what post is that from?

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And it's something from two

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or three months ago.

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And I'm like, oh, that's cool.

00:06:48.002 --> 00:06:48.843
They found that thing from

00:06:48.882 --> 00:06:49.564
two or three months ago and

00:06:49.584 --> 00:06:50.363
they're interacting with it.

00:06:50.744 --> 00:06:51.663
I'll repost that.

00:06:52.124 --> 00:06:53.064
That's like my cue.

00:06:53.084 --> 00:06:54.865
Like, oh, someone found it valuable.

00:06:55.024 --> 00:06:56.946
Someone found it like maybe of the moment.

00:06:57.326 --> 00:06:58.567
I repost it and usually I

00:06:58.607 --> 00:07:00.747
see five or six other pings on it,

00:07:00.846 --> 00:07:02.187
either an interaction or

00:07:02.247 --> 00:07:03.088
someone actually reposting

00:07:03.930 --> 00:07:05.293
dropping their two cents on those things.

00:07:05.694 --> 00:07:06.456
So that's the LinkedIn

00:07:06.478 --> 00:07:07.721
strategy that isn't working.

00:07:08.122 --> 00:07:08.704
And then the LinkedIn

00:07:08.744 --> 00:07:10.309
strategy that I saw that was working.

00:07:10.952 --> 00:07:11.213
You know,

00:07:11.273 --> 00:07:14.055
I never consider reposting my own stuff.

00:07:15.536 --> 00:07:16.637
That's a great idea because

00:07:16.656 --> 00:07:19.858
they're old posts that did

00:07:19.899 --> 00:07:21.860
really well on LinkedIn and

00:07:21.879 --> 00:07:22.860
they're completely gone.

00:07:22.961 --> 00:07:24.581
Like, I don't even think about it,

00:07:24.682 --> 00:07:25.923
but reposting it,

00:07:26.322 --> 00:07:27.543
that's something I should do.

00:07:27.903 --> 00:07:30.004
How are you changing or

00:07:30.545 --> 00:07:31.887
adapting to the audience

00:07:31.906 --> 00:07:33.528
across the different profiles?

00:07:33.627 --> 00:07:35.309
Are you doing anything different?

00:07:35.509 --> 00:07:36.470
Because you're more...

00:07:37.129 --> 00:07:38.771
direct PT to PT,

00:07:38.810 --> 00:07:41.132
whereas I've got the PT to

00:07:41.172 --> 00:07:42.512
consumer and then

00:07:42.612 --> 00:07:44.374
separately I've got PT to PT.

00:07:44.754 --> 00:07:45.975
Yeah.

00:07:46.014 --> 00:07:46.855
It's funny you mentioned that.

00:07:46.935 --> 00:07:47.975
So I just took a cross

00:07:47.995 --> 00:07:49.836
country flight for six

00:07:49.896 --> 00:07:50.757
hours and then I took the

00:07:50.798 --> 00:07:52.338
cross country flight back for six hours.

00:07:52.377 --> 00:07:53.699
So the good thing was I had

00:07:53.738 --> 00:07:54.980
like no wifi or limited

00:07:55.019 --> 00:07:56.100
wifi or crappy wifi.

00:07:56.141 --> 00:07:56.920
So I did a lot of thinking

00:07:57.440 --> 00:07:59.021
and I started noticing like, Hey,

00:07:59.041 --> 00:08:00.202
take a look at what's doing well.

00:08:01.396 --> 00:08:02.817
And what do you like to

00:08:02.857 --> 00:08:03.997
create and what's doing well?

00:08:04.117 --> 00:08:05.557
And where that crosses over

00:08:05.598 --> 00:08:08.038
was a smaller part of that Venn diagram.

00:08:08.278 --> 00:08:09.678
Then why are you doing the other stuff?

00:08:10.139 --> 00:08:10.838
So I started looking like

00:08:10.858 --> 00:08:12.399
that Pareto principle, eighty, twenty.

00:08:12.879 --> 00:08:13.639
And I was like, okay,

00:08:13.800 --> 00:08:15.199
I got six hours on this plane.

00:08:15.220 --> 00:08:15.620
What is it?

00:08:16.220 --> 00:08:16.759
So it's funny that you

00:08:16.800 --> 00:08:17.339
mentioned this because I

00:08:17.360 --> 00:08:18.180
was actually texting

00:08:18.259 --> 00:08:18.940
someone else that I'm

00:08:18.980 --> 00:08:20.261
helping do this similar thing.

00:08:20.281 --> 00:08:21.661
I was like, take my paradigm,

00:08:21.680 --> 00:08:23.081
what I'm finding here and

00:08:23.242 --> 00:08:24.341
play around with it yourself.

00:08:24.422 --> 00:08:26.641
I gave her actually the GPT

00:08:26.661 --> 00:08:27.901
I was playing with and said,

00:08:28.262 --> 00:08:29.202
run your thoughts through

00:08:29.223 --> 00:08:30.103
this and see what it says.

00:08:31.327 --> 00:08:32.548
So the short form strategy I

00:08:32.609 --> 00:08:34.149
used to have was do lots of

00:08:34.188 --> 00:08:36.110
podcast interviews and then

00:08:36.190 --> 00:08:37.910
find the great moments and share them.

00:08:38.351 --> 00:08:41.312
And those perform pretty okay.

00:08:41.472 --> 00:08:42.774
When the Opus clips of the

00:08:42.813 --> 00:08:45.054
world and the AI editors first came out,

00:08:45.115 --> 00:08:46.855
I was like, I turned to my editor,

00:08:46.875 --> 00:08:47.475
I'm like, we're gonna get like,

00:08:47.535 --> 00:08:48.956
twenty clips per episode

00:08:49.037 --> 00:08:50.317
and we're gonna flood the

00:08:50.357 --> 00:08:52.018
market with short form

00:08:52.057 --> 00:08:53.239
video and we're gonna dominate.

00:08:53.759 --> 00:08:55.139
And then I realized that I was honest.

00:08:55.200 --> 00:08:55.539
I was like,

00:08:56.000 --> 00:08:58.201
are there twenty great moments

00:08:58.282 --> 00:08:59.581
in a thirty-five minute

00:08:59.601 --> 00:09:00.643
long podcast interview?

00:09:01.302 --> 00:09:01.582
No.

00:09:01.923 --> 00:09:02.724
So I did two things.

00:09:03.163 --> 00:09:03.344
One,

00:09:04.264 --> 00:09:06.346
I changed the questions I was asking

00:09:07.187 --> 00:09:08.447
to get those better moments.

00:09:08.628 --> 00:09:10.568
So towards the end of some newer episodes,

00:09:10.609 --> 00:09:11.250
if you've listened,

00:09:11.649 --> 00:09:12.870
I'll play a quick game,

00:09:13.511 --> 00:09:15.253
essentially rapid fire questions,

00:09:15.452 --> 00:09:16.614
all based on the topic or

00:09:16.634 --> 00:09:18.075
the area of expertise of the guest.

00:09:18.735 --> 00:09:19.095
Really,

00:09:19.154 --> 00:09:20.875
that's a short form video question

00:09:21.296 --> 00:09:21.775
session,

00:09:22.216 --> 00:09:23.255
but I leave it in because it's

00:09:23.296 --> 00:09:23.696
pretty good.

00:09:23.735 --> 00:09:26.356
So I'll give them a question, sink or swim,

00:09:27.356 --> 00:09:29.477
like it or flush it, whatever I'm doing,

00:09:29.557 --> 00:09:30.577
I twist it to them.

00:09:30.998 --> 00:09:32.418
And I just say, answer,

00:09:32.477 --> 00:09:34.399
is it like it or like it or flush it?

00:09:34.499 --> 00:09:35.099
And then why?

00:09:35.278 --> 00:09:36.099
One sentence, why?

00:09:37.099 --> 00:09:38.220
So I'm taking those short

00:09:38.259 --> 00:09:39.360
form clips because you can

00:09:39.379 --> 00:09:40.539
share now up to ninety

00:09:40.620 --> 00:09:41.399
seconds or something,

00:09:41.419 --> 00:09:42.160
one hundred twenty seconds.

00:09:42.600 --> 00:09:43.740
And I'm saying those are great.

00:09:45.114 --> 00:09:45.934
But I don't know if I have a

00:09:45.975 --> 00:09:47.034
hundred and twenty seconds of great.

00:09:47.296 --> 00:09:48.255
I'd rather have fifteen

00:09:48.296 --> 00:09:50.097
seconds of awesome than

00:09:50.398 --> 00:09:52.158
forty five seconds of OK

00:09:52.198 --> 00:09:53.679
and fifteen seconds of terrible.

00:09:53.700 --> 00:09:54.301
They're not listening.

00:09:54.321 --> 00:09:55.841
So I'm parsing everything

00:09:55.902 --> 00:09:58.543
down and I'm seeing the short,

00:09:58.604 --> 00:09:59.344
short form.

00:10:00.225 --> 00:10:01.225
is doing really well.

00:10:01.825 --> 00:10:02.885
So what I'm doing is

00:10:03.306 --> 00:10:04.046
normally you see those

00:10:04.066 --> 00:10:04.806
videos where Jimmy looks

00:10:04.826 --> 00:10:05.725
into the camera and Jimmy

00:10:05.765 --> 00:10:06.466
ruins healthcare.

00:10:07.106 --> 00:10:08.047
I'm coming up with those

00:10:08.106 --> 00:10:09.966
ideas on the spot and then saying, oh,

00:10:09.986 --> 00:10:10.888
let me shoot a video.

00:10:11.028 --> 00:10:12.288
I'm very reactive.

00:10:12.668 --> 00:10:13.548
So on the plane,

00:10:13.668 --> 00:10:14.947
I decided to get proactive.

00:10:15.288 --> 00:10:17.428
So I went into ChatGPT and

00:10:17.489 --> 00:10:19.208
found five pillars that I

00:10:19.649 --> 00:10:21.750
either want to be an expert in,

00:10:21.830 --> 00:10:23.350
or I just like learning about.

00:10:23.429 --> 00:10:25.191
And I figure while I learn, I'll learn and

00:10:25.691 --> 00:10:28.272
teach right so I've the five

00:10:28.312 --> 00:10:29.153
pillars I came up with a

00:10:29.232 --> 00:10:31.014
hundred concepts each so

00:10:31.033 --> 00:10:33.095
that's five hundred and I'm

00:10:33.115 --> 00:10:34.315
gonna create five hundred

00:10:34.335 --> 00:10:36.176
short form videos and share

00:10:36.216 --> 00:10:37.596
those and I'm not a math

00:10:37.636 --> 00:10:38.778
major but when you create

00:10:38.817 --> 00:10:39.638
five hundred short form

00:10:39.658 --> 00:10:40.938
videos a hundred each

00:10:40.958 --> 00:10:41.759
across the five pillars

00:10:42.339 --> 00:10:43.580
that's more than if I

00:10:43.620 --> 00:10:45.160
shared a video a day for a

00:10:45.201 --> 00:10:47.642
year so in theory I can

00:10:47.682 --> 00:10:48.883
start to now see what did

00:10:48.923 --> 00:10:50.984
well in january and maybe

00:10:51.043 --> 00:10:52.203
now start to do two videos

00:10:52.244 --> 00:10:53.445
a day or three videos a day

00:10:53.945 --> 00:10:55.086
three to six months into

00:10:55.105 --> 00:10:57.046
that strategy and replay,

00:10:57.726 --> 00:10:59.226
taking a nod from SportsCenter,

00:10:59.346 --> 00:11:00.587
the greatest hits and start

00:11:00.607 --> 00:11:02.288
to recycle the ones that resonated.

00:11:02.668 --> 00:11:04.168
So I'm going to try this strategy.

00:11:04.830 --> 00:11:07.691
I'm going to dedicate a long weekend to...

00:11:09.260 --> 00:11:10.501
writing and recording these

00:11:10.522 --> 00:11:11.403
things and then pass them

00:11:11.442 --> 00:11:12.524
off to someone who's better

00:11:12.605 --> 00:11:14.166
than editing than me and

00:11:14.186 --> 00:11:15.148
really give it the judge.

00:11:15.607 --> 00:11:17.149
And then the hardest task, I think,

00:11:17.169 --> 00:11:17.990
would be scheduling these

00:11:18.030 --> 00:11:18.871
damn things because you've

00:11:18.892 --> 00:11:20.273
got to now do manually or

00:11:20.293 --> 00:11:21.333
as manually as you can

00:11:21.374 --> 00:11:22.095
schedule those things.

00:11:22.456 --> 00:11:23.976
So that's my short form,

00:11:24.337 --> 00:11:25.960
my long term short form

00:11:26.000 --> 00:11:29.023
strategy in the next three to six weeks.

00:11:29.102 --> 00:11:30.585
I'd like to have that done and started.

00:11:31.604 --> 00:11:32.504
So I wonder,

00:11:32.524 --> 00:11:34.125
I'm thinking about how we can

00:11:34.166 --> 00:11:35.206
take that idea,

00:11:35.466 --> 00:11:36.807
bring it into somebody who

00:11:36.847 --> 00:11:38.288
wants to attract new patients.

00:11:39.068 --> 00:11:41.331
And I remember years ago, I mean,

00:11:41.370 --> 00:11:43.091
this has been common knowledge.

00:11:43.873 --> 00:11:46.455
When you first get on YouTube, you think,

00:11:46.695 --> 00:11:48.056
oh, what video am I going to make?

00:11:48.096 --> 00:11:48.956
And then you realize the

00:11:48.976 --> 00:11:50.697
people who are successful on YouTube,

00:11:51.158 --> 00:11:54.080
they have the video topic already.

00:11:54.360 --> 00:11:55.421
They have the thumbnail.

00:11:55.441 --> 00:11:56.442
They don't even record the

00:11:56.481 --> 00:11:57.783
video until they think

00:11:57.802 --> 00:12:00.105
about the thumbnail and the title first.

00:12:00.804 --> 00:12:02.184
Then they record the video.

00:12:03.186 --> 00:12:04.946
You basically did the same thing.

00:12:04.966 --> 00:12:05.687
You're like, okay,

00:12:05.746 --> 00:12:06.807
these are the things that

00:12:06.866 --> 00:12:07.787
need to be shared.

00:12:09.268 --> 00:12:11.227
I find myself when I'm

00:12:11.248 --> 00:12:12.369
looking at patient care,

00:12:12.749 --> 00:12:14.809
I understand there's value

00:12:14.909 --> 00:12:15.990
in patient care when I'm

00:12:16.029 --> 00:12:17.070
treating a patient right

00:12:17.110 --> 00:12:18.370
there in that moment.

00:12:19.030 --> 00:12:20.312
But I also want to curate

00:12:20.572 --> 00:12:21.293
that patient care

00:12:21.332 --> 00:12:24.475
experience to extract the maximum value,

00:12:24.515 --> 00:12:25.636
both for me and my patient.

00:12:25.956 --> 00:12:27.258
My patient gets the benefit

00:12:27.378 --> 00:12:29.120
of working with me as a therapist.

00:12:29.840 --> 00:12:30.860
I shared a post,

00:12:30.921 --> 00:12:32.302
and I want to hear your perspective.

00:12:32.923 --> 00:12:34.504
When do you stop treating

00:12:34.583 --> 00:12:37.547
simple cases if you want to

00:12:37.606 --> 00:12:38.727
be a great therapist and

00:12:38.748 --> 00:12:39.729
you want to make more money

00:12:39.749 --> 00:12:41.250
and you want to do more

00:12:41.269 --> 00:12:42.211
challenging things?

00:12:43.292 --> 00:12:44.932
That's a separate topic, but...

00:12:45.953 --> 00:12:47.715
Now I find myself in the

00:12:47.735 --> 00:12:50.054
middle of patient care thinking, okay,

00:12:50.174 --> 00:12:52.375
I'm going to do this blaze pods clip.

00:12:52.975 --> 00:12:54.336
It's going to be good for the patient.

00:12:54.475 --> 00:12:55.836
It's going to be good for my media.

00:12:55.976 --> 00:12:57.317
This is something I'm going to share.

00:12:58.057 --> 00:12:59.236
I shared a little bit of ad

00:12:59.277 --> 00:13:01.477
copy last night where I said, hey,

00:13:01.937 --> 00:13:02.577
I'm getting a lot of

00:13:02.618 --> 00:13:04.298
patients who don't want to

00:13:04.339 --> 00:13:05.778
do the pain meds after a

00:13:05.818 --> 00:13:06.818
knee replacement or

00:13:06.958 --> 00:13:08.720
minimize pain meds after a

00:13:08.740 --> 00:13:09.440
knee replacement.

00:13:09.460 --> 00:13:09.980
Okay.

00:13:10.220 --> 00:13:11.500
I try to tell everybody, look,

00:13:11.581 --> 00:13:12.883
you don't need to take pain

00:13:12.923 --> 00:13:14.644
meds an hour before therapy

00:13:14.703 --> 00:13:16.125
like everybody tells you to

00:13:16.145 --> 00:13:17.986
because I'm not going to force the knee.

00:13:18.067 --> 00:13:19.229
I'm not going to make this a

00:13:19.269 --> 00:13:20.350
painful experience.

00:13:21.090 --> 00:13:22.292
Now I've got NuFit,

00:13:22.591 --> 00:13:23.993
the newbies in the clinic.

00:13:24.453 --> 00:13:26.254
I've got an alternative way

00:13:26.294 --> 00:13:27.556
to modulate pain.

00:13:28.136 --> 00:13:29.999
that doesn't require pharmaceuticals.

00:13:30.438 --> 00:13:32.240
So I'm like, why am I not leveraging this?

00:13:32.301 --> 00:13:33.682
Why am I not talking to the

00:13:33.721 --> 00:13:34.743
person who says,

00:13:35.183 --> 00:13:37.206
every time I take pain meds, I get sick,

00:13:37.326 --> 00:13:39.467
I get nauseous, I get constipated,

00:13:39.827 --> 00:13:40.948
I don't think clearly,

00:13:41.090 --> 00:13:42.711
I don't want to take pain meds.

00:13:43.471 --> 00:13:44.133
Now I should be

00:13:44.153 --> 00:13:45.813
communicating that message.

00:13:46.394 --> 00:13:49.418
So the social media content

00:13:50.514 --> 00:13:52.297
is kind of curating some of

00:13:52.336 --> 00:13:53.297
the things that I'm doing

00:13:53.538 --> 00:13:55.438
in the clinic with actual patients.

00:13:56.100 --> 00:13:57.921
I do think it benefits everybody.

00:13:58.162 --> 00:13:59.822
I'm not sacrificing patient

00:13:59.863 --> 00:14:01.283
care to get the content.

00:14:01.624 --> 00:14:02.946
The two work together.

00:14:03.605 --> 00:14:05.528
And this is probably part of

00:14:05.567 --> 00:14:07.109
the reason why that content

00:14:07.149 --> 00:14:09.431
is doing so well on social media,

00:14:09.451 --> 00:14:12.273
because real people, real experiences,

00:14:12.394 --> 00:14:14.254
real problems that they're dealing with,

00:14:14.796 --> 00:14:15.796
that even if they're never

00:14:15.816 --> 00:14:16.817
going to be my patient,

00:14:16.876 --> 00:14:18.538
they want to see what people are doing.

00:14:19.201 --> 00:14:20.261
So just the only thing I

00:14:20.283 --> 00:14:21.063
would change out of that

00:14:21.104 --> 00:14:22.846
little explanation is you

00:14:22.865 --> 00:14:23.567
said it would be really

00:14:23.606 --> 00:14:24.268
good in the moment.

00:14:24.288 --> 00:14:24.928
You're saying I'm going to

00:14:24.948 --> 00:14:25.789
I'm going to do this explanation.

00:14:25.809 --> 00:14:26.429
It's going to be really good

00:14:26.451 --> 00:14:27.010
for the patient.

00:14:27.572 --> 00:14:28.332
It's going to be really good

00:14:28.373 --> 00:14:29.894
for my social media.

00:14:29.914 --> 00:14:32.018
Just change that phrase social media.

00:14:32.038 --> 00:14:33.960
It's good for any potential

00:14:34.000 --> 00:14:35.042
patient who's not in the room.

00:14:35.663 --> 00:14:36.864
Yeah, that's it.

00:14:36.923 --> 00:14:37.945
That's why it works.

00:14:37.965 --> 00:14:39.086
That's why that one knee

00:14:39.125 --> 00:14:41.248
post you shared has a million views.

00:14:41.288 --> 00:14:42.389
It was people are curious

00:14:42.448 --> 00:14:45.292
enough because as narrow as

00:14:45.351 --> 00:14:46.592
total knee replacements are,

00:14:47.092 --> 00:14:48.554
you either are someone or

00:14:48.595 --> 00:14:51.116
know someone who is about

00:14:51.157 --> 00:14:52.698
to is going through or just

00:14:52.759 --> 00:14:54.159
went through those things.

00:14:54.200 --> 00:14:55.821
It's the six degrees of Kevin Bacon.

00:14:55.841 --> 00:14:56.302
Yeah.

00:14:56.642 --> 00:14:58.702
And it's curious, like, well, what is this,

00:14:58.863 --> 00:14:59.062
right?

00:14:59.102 --> 00:15:00.224
I mean, I get sucked into, like,

00:15:00.264 --> 00:15:03.245
these random corners of social media,

00:15:03.284 --> 00:15:04.426
these videos that I don't

00:15:04.466 --> 00:15:05.385
have any interest in,

00:15:05.765 --> 00:15:06.846
and yet it's interesting

00:15:06.866 --> 00:15:07.447
because it's weird.

00:15:07.486 --> 00:15:09.408
It's something I don't do or know,

00:15:09.868 --> 00:15:10.889
and therefore you've got me.

00:15:12.509 --> 00:15:15.429
So you had just said something, shoot.

00:15:15.549 --> 00:15:16.691
And I was like, oh, yeah.

00:15:17.171 --> 00:15:19.812
So going back to Think Media

00:15:20.013 --> 00:15:22.394
and a lot of the OG YouTube

00:15:22.413 --> 00:15:25.595
channels that just grew, they said,

00:15:26.014 --> 00:15:28.155
stop thinking about the algorithm.

00:15:28.216 --> 00:15:29.476
Stop thinking about how to

00:15:29.517 --> 00:15:30.716
game the system and think

00:15:30.736 --> 00:15:31.378
of the audience.

00:15:31.418 --> 00:15:32.258
Think of the person,

00:15:32.298 --> 00:15:33.759
the person who wants to watch the video.

00:15:34.339 --> 00:15:36.880
What does that person want to see?

00:15:36.900 --> 00:15:38.042
What is going to keep that

00:15:38.081 --> 00:15:39.342
person's attention?

00:15:40.302 --> 00:15:41.563
And even for myself, you know,

00:15:41.583 --> 00:15:43.465
when I reverse engineer my

00:15:43.985 --> 00:15:45.386
consumption of media,

00:15:46.147 --> 00:15:49.089
the second there's a half a second pause,

00:15:49.610 --> 00:15:50.009
it's gone.

00:15:50.169 --> 00:15:52.211
Like I'm not I'm not waiting

00:15:52.250 --> 00:15:54.253
for that person to take their breath.

00:15:54.673 --> 00:15:56.193
to think about what they're going to say,

00:15:56.514 --> 00:15:58.134
to then start with some

00:15:58.355 --> 00:15:59.914
long-winded explanation.

00:16:00.195 --> 00:16:02.456
I want the content right this second.

00:16:02.897 --> 00:16:04.116
And that's changed for me

00:16:04.177 --> 00:16:05.298
over the last ten years.

00:16:05.418 --> 00:16:06.717
My media consumption,

00:16:08.058 --> 00:16:09.418
it has to be a little quicker.

00:16:09.458 --> 00:16:10.700
It has to be more succinct.

00:16:10.779 --> 00:16:11.919
It has to be immediate

00:16:11.980 --> 00:16:14.041
gratification or I'm off to

00:16:14.081 --> 00:16:15.221
the next video because

00:16:15.241 --> 00:16:17.442
there are just so many videos out there.

00:16:18.263 --> 00:16:20.504
I know you're a fan of The Corner Office,

00:16:20.943 --> 00:16:21.183
right?

00:16:21.264 --> 00:16:21.884
You watch that.

00:16:22.836 --> 00:16:23.436
We were just,

00:16:23.817 --> 00:16:25.197
I was watching it this morning.

00:16:25.758 --> 00:16:26.918
He was talking about

00:16:27.139 --> 00:16:29.000
engaging the audience in

00:16:29.220 --> 00:16:30.360
the behind the scenes.

00:16:30.400 --> 00:16:31.221
And you and I have talked

00:16:31.260 --> 00:16:32.121
about this a ton.

00:16:32.942 --> 00:16:35.163
If I was starting a mobile practice today,

00:16:35.423 --> 00:16:37.144
we told Dave the other week,

00:16:37.705 --> 00:16:39.706
go do a day in the life of video.

00:16:40.427 --> 00:16:40.947
But like,

00:16:41.148 --> 00:16:43.129
let's talk about how we can

00:16:43.528 --> 00:16:45.330
potentially bring new

00:16:45.350 --> 00:16:47.130
clients into our ecosystem

00:16:47.150 --> 00:16:49.013
by showing them what we're doing

00:16:49.753 --> 00:16:51.174
Even if we don't have any clients,

00:16:51.375 --> 00:16:52.876
like even if I don't have

00:16:52.956 --> 00:16:54.318
my first patient yet,

00:16:54.999 --> 00:16:56.341
I'm thinking about a problem.

00:16:56.561 --> 00:16:57.822
That's a common question.

00:16:57.883 --> 00:17:00.004
I'm answering that question in real time.

00:17:00.085 --> 00:17:01.967
I'm sharing that information

00:17:02.008 --> 00:17:02.808
with the audience.

00:17:03.349 --> 00:17:04.851
What are some ideas that

00:17:04.911 --> 00:17:06.071
somebody could be doing

00:17:06.173 --> 00:17:07.994
right now if they want to

00:17:08.035 --> 00:17:09.435
move into the space of...

00:17:10.017 --> 00:17:12.078
Direct access, primary care,

00:17:12.118 --> 00:17:13.359
musculoskeletal.

00:17:14.161 --> 00:17:15.082
I'll share some things that

00:17:15.102 --> 00:17:16.643
have been popping up on my side,

00:17:16.683 --> 00:17:18.726
but any thoughts about like,

00:17:18.865 --> 00:17:20.626
how does somebody start from zero?

00:17:20.887 --> 00:17:22.068
What can they start sharing?

00:17:23.807 --> 00:17:24.926
You start and then I'll chime in.

00:17:24.946 --> 00:17:26.587
I've got a few ideas.

00:17:26.627 --> 00:17:28.928
So I always used to get these questions,

00:17:28.988 --> 00:17:29.208
right?

00:17:29.587 --> 00:17:31.388
Well, if I want to lose weight,

00:17:31.769 --> 00:17:32.489
what do I do?

00:17:32.588 --> 00:17:33.929
Lift weights or do cardio?

00:17:34.450 --> 00:17:36.390
If I have an acute injury, what do I do?

00:17:36.490 --> 00:17:37.150
Heat or ice?

00:17:37.250 --> 00:17:37.430
I mean,

00:17:37.450 --> 00:17:38.611
I just got this question three

00:17:38.651 --> 00:17:39.891
times yesterday in the clinic.

00:17:40.371 --> 00:17:41.070
My shoulder hurts.

00:17:41.111 --> 00:17:41.770
My back hurts.

00:17:41.810 --> 00:17:42.371
My knee hurts.

00:17:42.391 --> 00:17:44.271
Should I put heat on it or ice on it?

00:17:45.031 --> 00:17:45.873
It doesn't matter.

00:17:46.053 --> 00:17:47.453
Like pick something.

00:17:48.174 --> 00:17:49.336
You can be me,

00:17:49.737 --> 00:17:51.077
which is I'm going to say it

00:17:51.117 --> 00:17:51.678
doesn't matter.

00:17:51.718 --> 00:17:52.900
It's all about sensation.

00:17:53.000 --> 00:17:54.141
Use whatever feels good.

00:17:55.241 --> 00:17:56.682
You can pick a side.

00:17:56.923 --> 00:17:57.983
Oh, it's an acute injury.

00:17:58.023 --> 00:17:59.286
You have to put ice because

00:17:59.425 --> 00:18:00.707
ice supposedly reduces

00:18:00.767 --> 00:18:02.588
inflammation or you go the opposite.

00:18:02.628 --> 00:18:04.029
You go counterculture and you say,

00:18:04.431 --> 00:18:05.991
don't you dare put ice on

00:18:06.031 --> 00:18:07.313
an acute injury because we

00:18:07.373 --> 00:18:08.453
want the inflammatory

00:18:08.493 --> 00:18:09.715
process to happen like that.

00:18:10.296 --> 00:18:11.336
You pick something,

00:18:11.375 --> 00:18:12.636
but you find those

00:18:12.676 --> 00:18:14.356
questions that you know the

00:18:14.396 --> 00:18:15.717
consumers are asking and

00:18:15.737 --> 00:18:16.698
they're searching for.

00:18:17.438 --> 00:18:19.438
And then you can also go down the road.

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And I shared this yesterday.

00:18:21.419 --> 00:18:22.878
We have three patients on

00:18:22.939 --> 00:18:24.000
caseload right now.

00:18:24.680 --> 00:18:25.700
They were sent to the

00:18:25.740 --> 00:18:27.221
hospital outpatient clinic.

00:18:27.800 --> 00:18:29.661
They couldn't get in for six weeks.

00:18:30.601 --> 00:18:34.182
They either knew us or didn't know us,

00:18:34.221 --> 00:18:35.823
but we're looking for an alternative.

00:18:36.462 --> 00:18:38.464
And from the minute they called,

00:18:38.825 --> 00:18:40.807
they were in my clinic the same day.

00:18:41.508 --> 00:18:42.769
The hospital six weeks.

00:18:42.969 --> 00:18:44.971
You can see me this afternoon, you know,

00:18:45.270 --> 00:18:47.432
and the part that surprised me was.

00:18:48.310 --> 00:18:49.270
which we should talk about.

00:18:50.271 --> 00:18:51.992
When we get a new patient,

00:18:52.053 --> 00:18:53.653
we're very patient focused.

00:18:53.673 --> 00:18:55.253
We're like, so what works best for you?

00:18:55.294 --> 00:18:56.314
What would you like to do?

00:18:56.374 --> 00:18:57.375
You can do twice a week,

00:18:57.394 --> 00:18:58.295
three times a week.

00:18:58.335 --> 00:18:59.576
This is what I would recommend.

00:19:00.296 --> 00:19:01.896
The hospital doesn't do any of that.

00:19:02.076 --> 00:19:04.097
I just realized the hospital books,

00:19:04.157 --> 00:19:05.077
twelve sessions,

00:19:05.458 --> 00:19:06.898
doesn't even ask if those

00:19:06.959 --> 00:19:09.259
days and times are good for the patient.

00:19:09.759 --> 00:19:11.181
The patient comes to me and

00:19:11.221 --> 00:19:13.021
shows me these are the

00:19:13.041 --> 00:19:14.321
appointments they gave me

00:19:14.442 --> 00:19:15.343
six weeks from now.

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I don't want to do any of these.

00:19:18.723 --> 00:19:20.365
So you could address that.

00:19:20.724 --> 00:19:22.625
You know, hey, if you're in pain,

00:19:22.645 --> 00:19:23.625
you're suffering and you

00:19:23.645 --> 00:19:24.967
don't want to wait six weeks,

00:19:25.507 --> 00:19:26.567
we can get you in today.

00:19:26.606 --> 00:19:28.647
If you're dealing with acute sciatica,

00:19:28.708 --> 00:19:30.088
this is what I would do right now.

00:19:30.737 --> 00:19:31.238
Yeah,

00:19:31.498 --> 00:19:33.138
it was funny because we had just shared,

00:19:33.859 --> 00:19:34.861
you had just shared, I think,

00:19:34.881 --> 00:19:36.962
a video of some commercials

00:19:37.002 --> 00:19:37.423
where it was like

00:19:37.462 --> 00:19:39.224
McDonald's versus Burger King.

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And back in the day,

00:19:40.465 --> 00:19:42.487
and every once in a while, people will go,

00:19:42.567 --> 00:19:43.708
brands will go head to head.

00:19:43.728 --> 00:19:45.250
This happens a lot in sports marketing,

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like throwing shade, right?

00:19:47.231 --> 00:19:49.012
And trying to roast the other brand.

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But could you, as an outpatient therapist,

00:19:52.415 --> 00:19:53.497
essentially highlight the

00:19:53.537 --> 00:19:55.578
problem of long wait times?

00:19:55.638 --> 00:19:55.739
Yeah.

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um I think you could you

00:19:57.380 --> 00:19:58.200
could do it in a playful

00:19:58.240 --> 00:20:00.340
way which is throwing fun

00:20:00.361 --> 00:20:01.701
like that's super narrow

00:20:01.740 --> 00:20:02.842
though I'm just worried

00:20:02.862 --> 00:20:04.201
that like you have to meet

00:20:04.221 --> 00:20:05.163
that person at the right

00:20:05.182 --> 00:20:06.762
time and here's what I mean

00:20:07.844 --> 00:20:08.584
because you aren't the only

00:20:08.604 --> 00:20:09.624
person talking about this I

00:20:09.644 --> 00:20:10.605
feel like maybe you started

00:20:10.644 --> 00:20:11.224
it and a bunch of people

00:20:11.265 --> 00:20:13.645
chimed in which is I go to

00:20:13.685 --> 00:20:14.846
the hospital for something

00:20:15.146 --> 00:20:16.507
and next thing you know I'm

00:20:16.586 --> 00:20:17.627
just scheduled for twelve

00:20:17.667 --> 00:20:18.528
visits at the outpatient

00:20:18.548 --> 00:20:20.709
clinic because this is what my insurance

00:20:21.982 --> 00:20:22.723
said I have to do,

00:20:22.763 --> 00:20:24.025
or my doctor said I have,

00:20:24.525 --> 00:20:25.986
I do not know that there are any options.

00:20:26.227 --> 00:20:27.126
So I just go.

00:20:27.587 --> 00:20:28.568
And that's really smart.

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If you're work for the hospital, like,

00:20:30.509 --> 00:20:32.511
I mean, you can be mad at them, but like,

00:20:32.592 --> 00:20:33.071
that's smart.

00:20:33.112 --> 00:20:34.053
They have a patient right

00:20:34.073 --> 00:20:34.673
there in front of them.

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They have an outpatient clinic and they go,

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I got you scheduled.

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And they're like, Oh, okay.

00:20:38.457 --> 00:20:39.136
I'll just go along.

00:20:39.156 --> 00:20:40.157
Right.

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That's going to work a lot.

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So how do you wedge yourself in there?

00:20:46.383 --> 00:20:46.723
Oh,

00:20:47.203 --> 00:20:48.644
that's tough because you have to hit

00:20:48.684 --> 00:20:49.425
that person at the right

00:20:49.465 --> 00:20:50.306
time before they go to that

00:20:50.346 --> 00:20:50.906
first appointment.

00:20:52.058 --> 00:20:53.861
outpatient hospital site visit, right?

00:20:53.941 --> 00:20:55.102
I mean, that's a timing thing.

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Or that's your whole thing.

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Or that's an ongoing pillar

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of we can get you in

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whenever you need it.

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It needs to be a big enough

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problem that that's your Avis,

00:21:05.074 --> 00:21:05.954
we try harder.

00:21:07.926 --> 00:21:09.146
things so take a look at

00:21:09.188 --> 00:21:11.929
lucas's comment here but um

00:21:11.969 --> 00:21:12.809
somebody mentioned

00:21:12.829 --> 00:21:14.151
something kind of similar

00:21:14.191 --> 00:21:16.372
to that yesterday and

00:21:17.071 --> 00:21:17.932
basically somebody was

00:21:17.972 --> 00:21:19.193
saying why are patients so

00:21:19.233 --> 00:21:20.394
passive why do they just

00:21:20.433 --> 00:21:21.755
let that stuff happen and

00:21:21.815 --> 00:21:23.655
my perspective is because

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most of them don't really

00:21:24.936 --> 00:21:26.458
care most of them don't

00:21:26.478 --> 00:21:27.378
want to go to therapy

00:21:27.999 --> 00:21:29.140
Most of them are happy to

00:21:29.180 --> 00:21:30.520
wait six weeks because

00:21:30.721 --> 00:21:32.021
maybe they'll save some money.

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Maybe the problem is going to go away.

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Maybe something else will happen.

00:21:35.944 --> 00:21:38.207
I always joke with my wife and I'm like,

00:21:38.346 --> 00:21:38.926
you know what?

00:21:39.488 --> 00:21:39.887
Yes,

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I could stay and do all of the

00:21:41.929 --> 00:21:43.349
documentation for today.

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But you know what would break my heart?

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If I stayed an extra two hours,

00:21:48.513 --> 00:21:50.055
did all of my documentation,

00:21:50.375 --> 00:21:51.997
if I wasn't using an AI scribe.

00:21:52.737 --> 00:21:54.558
And I got in my car and got

00:21:54.679 --> 00:21:57.520
hit by a semi truck on the

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highway and died.

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If I died and all my notes were done,

00:22:01.624 --> 00:22:02.904
that would be devastating

00:22:02.944 --> 00:22:04.826
to me because on his

00:22:04.866 --> 00:22:07.148
tombstone died with seventy

00:22:07.189 --> 00:22:09.250
five outstanding notes unsigned.

00:22:09.309 --> 00:22:09.671
Keep going.

00:22:10.180 --> 00:22:12.001
I just I can't I can't bear

00:22:12.021 --> 00:22:13.223
to think that I could have

00:22:13.243 --> 00:22:14.786
been doing something with my kids,

00:22:14.826 --> 00:22:16.407
with my family, with whatever.

00:22:16.748 --> 00:22:17.048
Or, hey,

00:22:17.189 --> 00:22:18.230
if I wouldn't have stayed in the

00:22:18.250 --> 00:22:19.191
clinic to do my notes,

00:22:19.290 --> 00:22:20.192
I wouldn't have got hit by

00:22:20.231 --> 00:22:20.972
the semi truck.

00:22:21.012 --> 00:22:21.272
Right.

00:22:21.913 --> 00:22:22.434
Yeah.

00:22:22.454 --> 00:22:23.355
So point being.

00:22:24.234 --> 00:22:27.376
I think most outpatient referrals, most,

00:22:28.038 --> 00:22:29.159
just don't really want to go.

00:22:29.239 --> 00:22:30.239
They don't have the urgency.

00:22:30.259 --> 00:22:31.059
They don't have the need.

00:22:31.099 --> 00:22:32.500
It's kind of a nuisance problem.

00:22:32.560 --> 00:22:33.501
It's on the back burner.

00:22:33.922 --> 00:22:34.061
Now,

00:22:34.122 --> 00:22:35.762
the three that I have in the clinic

00:22:35.803 --> 00:22:37.084
right now that were sent to

00:22:37.104 --> 00:22:38.505
the hospital and then came to me,

00:22:38.986 --> 00:22:40.626
these are genuine problems.

00:22:40.807 --> 00:22:43.009
These are individuals that had acute...

00:22:43.749 --> 00:22:44.390
urgency.

00:22:44.549 --> 00:22:45.811
They had real problems.

00:22:45.852 --> 00:22:47.894
They could not wait, would not wait.

00:22:47.994 --> 00:22:49.616
And they needed to see somebody right now.

00:22:50.277 --> 00:22:52.279
Ironically, these are the best patients.

00:22:52.339 --> 00:22:53.260
These are the patients that

00:22:53.320 --> 00:22:54.702
don't cancel or no show.

00:22:55.022 --> 00:22:56.265
These are the patients that

00:22:56.285 --> 00:22:57.385
are more than happy to pay

00:22:57.425 --> 00:22:58.548
toward their deductible or

00:22:58.567 --> 00:23:00.150
the co-insurance or copay.

00:23:00.549 --> 00:23:01.609
These are the patients that

00:23:01.670 --> 00:23:03.471
I can have a genuine impact

00:23:03.671 --> 00:23:06.071
right now on the acute

00:23:06.192 --> 00:23:07.571
symptoms they're dealing with,

00:23:07.731 --> 00:23:10.032
as opposed to so many of

00:23:10.073 --> 00:23:11.073
the other people that

00:23:11.452 --> 00:23:12.692
they'll come if it's covered,

00:23:12.752 --> 00:23:13.814
they'll come if it's not

00:23:13.894 --> 00:23:15.294
interfering with the hair appointment.

00:23:15.894 --> 00:23:17.934
So we market the high urgency.

00:23:18.755 --> 00:23:19.795
And to your point,

00:23:20.276 --> 00:23:21.655
is there a big enough audience?

00:23:22.296 --> 00:23:23.656
Maybe not for somebody who's

00:23:23.676 --> 00:23:25.577
got twenty clinicians to keep busy.

00:23:25.597 --> 00:23:26.278
Right.

00:23:26.357 --> 00:23:27.679
But for a small provider,

00:23:27.919 --> 00:23:29.219
how many clinician or how

00:23:29.239 --> 00:23:30.400
many patient visits can I

00:23:30.460 --> 00:23:31.420
even do in a day?

00:23:31.920 --> 00:23:32.800
You know, like, yeah,

00:23:32.820 --> 00:23:34.060
there's plenty of audience.

00:23:34.101 --> 00:23:35.162
Social media will get my

00:23:35.221 --> 00:23:36.142
content in front of the

00:23:36.182 --> 00:23:38.103
right people at the right time.

00:23:38.643 --> 00:23:40.263
I just need to put the content out there.

00:23:41.084 --> 00:23:43.006
So Lucas, let's read Lucas's post,

00:23:43.486 --> 00:23:44.487
his comment as he's live.

00:23:44.507 --> 00:23:44.968
Thanks, Lucas.

00:23:45.048 --> 00:23:45.748
Lucas is coming up on the

00:23:45.788 --> 00:23:46.888
podcast pretty soon, too.

00:23:46.949 --> 00:23:47.589
Looking forward to that.

00:23:48.151 --> 00:23:49.271
Lucas says perhaps two in

00:23:49.291 --> 00:23:50.132
the weeds for the topic.

00:23:50.291 --> 00:23:51.032
First of all, Lucas, never,

00:23:52.094 --> 00:23:53.675
never to never too much in the weeds.

00:23:53.715 --> 00:23:54.797
That's where the fun stuff happens.

00:23:55.517 --> 00:23:55.877
But he says,

00:23:55.958 --> 00:23:56.738
I interpret our current

00:23:56.758 --> 00:23:58.779
culture as being relatively

00:23:58.839 --> 00:24:00.040
skeptical of medicines and

00:24:00.101 --> 00:24:01.383
more interested in alternative options.

00:24:02.042 --> 00:24:03.164
It'd be very difficult to

00:24:03.204 --> 00:24:04.066
disagree with that.

00:24:04.086 --> 00:24:04.886
People are always looking

00:24:04.926 --> 00:24:06.008
for the thing that can do it faster,

00:24:06.028 --> 00:24:06.909
cheaper.

00:24:06.969 --> 00:24:09.692
The weirder it looks, the more it hurts,

00:24:10.093 --> 00:24:11.434
the more expensive it is,

00:24:11.535 --> 00:24:12.135
it must be better.

00:24:12.415 --> 00:24:14.278
That's sort of coming true.

00:24:14.719 --> 00:24:15.759
Making the community prime

00:24:15.779 --> 00:24:16.560
to look for new ideas.

00:24:16.621 --> 00:24:17.301
What are your thoughts on

00:24:17.362 --> 00:24:18.884
current attitudes guiding some of our

00:24:20.205 --> 00:24:21.446
guiding some of our outreach ideas,

00:24:21.527 --> 00:24:23.108
where does EBP fit into it?

00:24:23.489 --> 00:24:24.951
This is also like a roller coaster.

00:24:24.971 --> 00:24:26.873
When I first graduated,

00:24:27.012 --> 00:24:28.214
anything that wasn't like a

00:24:28.315 --> 00:24:30.537
hundred percent proven and locked in,

00:24:31.157 --> 00:24:33.019
I would take a dump on and I'd be like,

00:24:33.079 --> 00:24:33.840
that's dumb.

00:24:34.701 --> 00:24:35.602
I would look at people and be like,

00:24:35.622 --> 00:24:36.423
you're stupid.

00:24:36.522 --> 00:24:37.482
Maybe I wouldn't say you're stupid,

00:24:37.502 --> 00:24:38.163
but that would definitely

00:24:38.182 --> 00:24:38.983
be the thought in my head.

00:24:39.564 --> 00:24:41.003
And now I have like,

00:24:41.023 --> 00:24:41.865
I don't know if I've

00:24:41.904 --> 00:24:44.346
completely flopped or flipped, which is,

00:24:44.605 --> 00:24:45.766
does it make you feel better?

00:24:45.925 --> 00:24:47.007
And if people are like, yes, I'm like,

00:24:47.267 --> 00:24:47.826
is it hurt?

00:24:47.906 --> 00:24:49.028
Is it the potential to hurt you?

00:24:49.127 --> 00:24:49.627
Like, no.

00:24:49.988 --> 00:24:51.208
All right, well, let's add that.

00:24:51.909 --> 00:24:52.169
Yes.

00:24:52.548 --> 00:24:54.990
And what else are we doing to that?

00:24:55.049 --> 00:24:57.010
So to Lucas's point, I think I'm right.

00:24:57.471 --> 00:24:58.651
I think I'm interpreting this right,

00:24:58.691 --> 00:25:00.092
which is like, if someone says,

00:25:01.573 --> 00:25:02.434
I've got shoulder pain,

00:25:02.474 --> 00:25:03.656
I'm trying this cupping thing,

00:25:03.737 --> 00:25:04.597
and maybe cupping doesn't

00:25:04.617 --> 00:25:06.882
have the evidence-based practice,

00:25:07.343 --> 00:25:08.545
the robust literature

00:25:08.585 --> 00:25:10.828
behind it to say that it's

00:25:10.868 --> 00:25:12.471
going to get the outcome it should,

00:25:12.612 --> 00:25:12.932
I'd say...

00:25:14.019 --> 00:25:15.640
Old Jimmy would say, that's garbage.

00:25:16.299 --> 00:25:17.921
That's actually â Michael

00:25:17.941 --> 00:25:19.221
Phelps was doing it on the Olympics.

00:25:19.241 --> 00:25:20.262
That's why it's so popular.

00:25:20.323 --> 00:25:21.403
But other than that, it's just garbage.

00:25:21.844 --> 00:25:23.064
I would say, how does it feel?

00:25:23.144 --> 00:25:23.704
Do you like it?

00:25:24.065 --> 00:25:25.205
How are you experiencing it now?

00:25:25.546 --> 00:25:25.846
Awesome.

00:25:26.046 --> 00:25:26.906
What else are we doing?

00:25:26.926 --> 00:25:28.468
Are we also strengthening that shoulder?

00:25:28.488 --> 00:25:29.768
Are we also getting more

00:25:29.847 --> 00:25:30.608
range in that shoulder?

00:25:30.929 --> 00:25:32.230
So I think people are very

00:25:32.289 --> 00:25:34.990
much primed for looking for â

00:25:34.530 --> 00:25:34.971
the yes.

00:25:35.132 --> 00:25:35.991
And the tech, I mean,

00:25:36.031 --> 00:25:37.012
technology's everywhere.

00:25:37.613 --> 00:25:39.394
How are we adding the end to your,

00:25:39.434 --> 00:25:40.214
to your point, you know,

00:25:40.234 --> 00:25:41.276
bringing in shockwave,

00:25:41.316 --> 00:25:41.977
bringing in a bunch of

00:25:42.057 --> 00:25:44.258
technology is satisfying

00:25:44.278 --> 00:25:45.298
that itch of saying,

00:25:45.558 --> 00:25:48.300
but I want to feel like

00:25:48.701 --> 00:25:49.863
this is something different

00:25:49.883 --> 00:25:50.843
than just someone rubbing

00:25:50.883 --> 00:25:52.644
butts or ranging a shoulder.

00:25:53.085 --> 00:25:54.786
And we know,

00:25:54.945 --> 00:25:56.406
we know from psychological

00:25:56.448 --> 00:25:57.387
literature that we make

00:25:57.567 --> 00:25:59.750
decisions emotionally and

00:26:00.034 --> 00:26:02.056
And then back them up with logic.

00:26:02.175 --> 00:26:04.357
I really like your shirt, Susie.

00:26:04.778 --> 00:26:05.518
I got it on sale.

00:26:06.239 --> 00:26:07.039
Like I just said an

00:26:07.079 --> 00:26:08.540
emotional thing that I liked your shirt.

00:26:08.621 --> 00:26:10.221
And it's weird because females do this.

00:26:10.342 --> 00:26:11.462
Then they automatically go

00:26:11.502 --> 00:26:12.344
back to a logic.

00:26:12.384 --> 00:26:12.663
Like, well,

00:26:12.703 --> 00:26:13.684
I bought it because it was cheap.

00:26:14.184 --> 00:26:16.426
I made a good financial decision, right?

00:26:16.547 --> 00:26:18.308
Like it's funny how we do that.

00:26:19.369 --> 00:26:21.310
So why aren't we playing into that?

00:26:21.431 --> 00:26:23.011
Why aren't we saying I noticed this?

00:26:23.373 --> 00:26:24.733
How do I yes and this?

00:26:25.333 --> 00:26:27.473
And I think the issue is, yeah,

00:26:27.554 --> 00:26:29.233
we as a culture are

00:26:29.294 --> 00:26:31.815
generally more distrustful

00:26:31.835 --> 00:26:33.536
than we probably ever have been,

00:26:33.655 --> 00:26:34.695
likely because we have

00:26:34.776 --> 00:26:36.136
access to more information,

00:26:36.196 --> 00:26:38.478
both good and bad, positive and negative.

00:26:39.038 --> 00:26:39.337
I mean,

00:26:39.778 --> 00:26:41.598
I always say like Instagram is a

00:26:41.699 --> 00:26:43.839
cesspool of interventions.

00:26:44.339 --> 00:26:45.299
The stuff that I see

00:26:45.339 --> 00:26:46.881
floating across Instagram

00:26:47.020 --> 00:26:48.701
is just disheartening,

00:26:50.041 --> 00:26:52.323
borderline disgusting with

00:26:52.442 --> 00:26:53.603
what are you watching?

00:26:54.440 --> 00:26:55.500
Promoting and pushing.

00:26:55.880 --> 00:26:56.660
Well, that's a problem.

00:26:56.700 --> 00:26:58.601
The more crazy stuff you watch,

00:26:58.621 --> 00:27:00.040
the more crazy stuff you get.

00:27:00.441 --> 00:27:00.601
Right.

00:27:01.560 --> 00:27:02.541
We should do an episode

00:27:02.561 --> 00:27:03.981
where we all open our

00:27:04.061 --> 00:27:05.102
Instagram and then we open

00:27:05.142 --> 00:27:06.122
our For You pages.

00:27:06.642 --> 00:27:07.942
Just open them and then show

00:27:07.962 --> 00:27:08.583
them to the camera.

00:27:08.643 --> 00:27:09.742
What's on your For You page?

00:27:09.782 --> 00:27:10.163
But keep going.

00:27:10.182 --> 00:27:10.462
Well,

00:27:10.542 --> 00:27:12.124
now that my kids are old enough to

00:27:12.144 --> 00:27:14.584
get on the computer, I have to curate my,

00:27:14.743 --> 00:27:14.983
you know,

00:27:15.064 --> 00:27:16.263
I need to watch a bunch more

00:27:16.324 --> 00:27:18.125
nature stuff to make sure

00:27:18.164 --> 00:27:19.164
my kids aren't seeing...

00:27:19.766 --> 00:27:20.770
They're over here watching

00:27:20.830 --> 00:27:22.238
landscape and duck videos

00:27:22.258 --> 00:27:23.442
just to get that to scrub

00:27:23.462 --> 00:27:24.426
your for your page.

00:27:24.980 --> 00:27:26.902
On my Facebook across the top,

00:27:26.942 --> 00:27:29.762
there are the whatever stories and stuff.

00:27:29.803 --> 00:27:32.124
I'm like, I never watched this.

00:27:32.503 --> 00:27:34.585
And this is what Facebook is

00:27:34.664 --> 00:27:35.586
pushing my way.

00:27:35.645 --> 00:27:36.945
Clearly Facebook knows more

00:27:36.986 --> 00:27:38.446
about me than I know about me.

00:27:39.527 --> 00:27:39.987
But anyway,

00:27:40.007 --> 00:27:41.907
going back to evidence-based practice,

00:27:41.968 --> 00:27:42.627
it's like, well,

00:27:42.949 --> 00:27:44.689
what evidence are we looking for?

00:27:45.230 --> 00:27:46.589
To your point,

00:27:46.930 --> 00:27:48.570
there's evidence in marketing,

00:27:48.671 --> 00:27:49.530
there's evidence in

00:27:49.590 --> 00:27:51.251
psychology and how we

00:27:51.471 --> 00:27:52.692
consume our behavior.

00:27:53.560 --> 00:27:55.981
The evidence in, quote, physical therapy,

00:27:56.382 --> 00:27:57.442
I think it's pretty weak.

00:27:57.482 --> 00:27:58.663
We can look at so many

00:27:58.723 --> 00:28:00.305
interventions that have been disproven.

00:28:00.345 --> 00:28:01.424
We can look at surgical

00:28:01.464 --> 00:28:02.266
interventions that have

00:28:02.286 --> 00:28:03.566
been no better than sham.

00:28:04.166 --> 00:28:07.387
We bring in some of the behavioral stuff.

00:28:09.324 --> 00:28:12.047
If I make a big enough, you know,

00:28:12.188 --> 00:28:14.911
theatrical event around an intervention,

00:28:15.090 --> 00:28:16.732
it's going to be more powerful.

00:28:16.772 --> 00:28:18.434
We look at placebo studies.

00:28:18.494 --> 00:28:19.695
We look at all of those things.

00:28:20.257 --> 00:28:23.641
So I think we want to say, oh, well,

00:28:23.840 --> 00:28:25.163
very clearly the evidence

00:28:25.202 --> 00:28:26.324
suggests you do this and

00:28:26.364 --> 00:28:28.046
this and this and you will be fixed.

00:28:28.586 --> 00:28:31.288
But there's more evidence about,

00:28:31.648 --> 00:28:32.929
do you like your therapist?

00:28:32.949 --> 00:28:34.609
Do you trust your therapist?

00:28:34.650 --> 00:28:36.250
How much did this intervention cost?

00:28:36.290 --> 00:28:36.830
Was it free?

00:28:36.871 --> 00:28:37.711
Because it's free,

00:28:38.112 --> 00:28:39.031
probably not going to be as

00:28:39.071 --> 00:28:40.653
effective as if I have to

00:28:40.692 --> 00:28:42.513
pay a thousand dollars for this.

00:28:43.213 --> 00:28:44.234
One of my favorite,

00:28:44.875 --> 00:28:46.276
I can't think of her name right now.

00:28:46.355 --> 00:28:47.415
She is a researcher.

00:28:47.455 --> 00:28:48.817
She's got a ton of research

00:28:48.957 --> 00:28:50.176
on tendinopathy.

00:28:51.038 --> 00:28:52.298
Maybe her last name was Cook.

00:28:52.439 --> 00:28:52.719
Anyway,

00:28:53.419 --> 00:28:54.461
She says, look,

00:28:54.480 --> 00:28:55.522
if I charge a thousand

00:28:55.542 --> 00:28:56.604
dollars for therapeutic

00:28:56.663 --> 00:28:57.806
exercise prescription,

00:28:57.987 --> 00:28:59.107
it is going to be more

00:28:59.147 --> 00:29:00.810
effective than if I give it

00:29:00.830 --> 00:29:01.612
away for free.

00:29:02.133 --> 00:29:02.453
You know,

00:29:02.513 --> 00:29:04.877
so what evidence are we choosing

00:29:04.938 --> 00:29:06.279
to support the decisions

00:29:06.299 --> 00:29:08.143
we're making in in the clinic?

00:29:08.648 --> 00:29:09.609
Because we can probably find

00:29:09.650 --> 00:29:10.430
evidence to support

00:29:10.470 --> 00:29:11.351
whatever we want to do.

00:29:11.810 --> 00:29:12.692
The funny part is this

00:29:12.771 --> 00:29:14.712
parallels several different

00:29:14.752 --> 00:29:15.634
conversations that we're

00:29:15.653 --> 00:29:17.414
having at once in a couple

00:29:17.434 --> 00:29:18.816
different Facebook groups that we're in,

00:29:18.855 --> 00:29:20.916
which is, one,

00:29:21.317 --> 00:29:23.398
should PTs only be doing evaluations?

00:29:23.638 --> 00:29:25.579
Well, I'm angry I'm not making more money,

00:29:26.060 --> 00:29:28.261
but I know the more I do these things,

00:29:28.442 --> 00:29:29.623
the less money I make.

00:29:30.143 --> 00:29:32.184
So what I'll do is keep doing those things,

00:29:32.565 --> 00:29:33.345
keep getting mad,

00:29:33.365 --> 00:29:34.165
and keep posting on

00:29:34.226 --> 00:29:35.886
Facebook about how angry I

00:29:36.007 --> 00:29:37.268
am at the insurance company.

00:29:37.548 --> 00:29:38.328
I got news for you.

00:29:38.608 --> 00:29:38.800
Thank you.

00:29:39.192 --> 00:29:39.571
They're not,

00:29:40.051 --> 00:29:41.032
the insurance company is not

00:29:41.053 --> 00:29:42.272
in your Facebook group and

00:29:42.292 --> 00:29:43.294
they don't care and they're

00:29:43.314 --> 00:29:44.114
not going to care.

00:29:44.634 --> 00:29:45.734
So it's funny how people

00:29:45.755 --> 00:29:46.615
will bitch about the same

00:29:46.655 --> 00:29:47.576
thing over and over again

00:29:48.375 --> 00:29:49.537
and not change anything to

00:29:49.557 --> 00:29:51.758
get there while treating

00:29:51.798 --> 00:29:53.038
patients that are bitching

00:29:53.058 --> 00:29:53.979
about the same problem and

00:29:53.999 --> 00:29:54.919
not getting anywhere while

00:29:54.939 --> 00:29:55.619
you're telling them this.

00:29:56.000 --> 00:29:57.500
So while I see those

00:29:57.540 --> 00:29:59.221
therapists bitching about

00:29:59.261 --> 00:29:59.981
patients who don't do

00:30:00.021 --> 00:30:00.922
anything to get anywhere

00:30:01.182 --> 00:30:01.863
while they're bitching

00:30:01.903 --> 00:30:02.823
about not getting paid but

00:30:02.843 --> 00:30:03.703
not doing anything different,

00:30:03.884 --> 00:30:04.963
this is a hamster wheel.

00:30:05.324 --> 00:30:07.065
And it's the people who do

00:30:07.105 --> 00:30:07.905
the different things

00:30:08.746 --> 00:30:10.166
that leave and we never hear

00:30:10.186 --> 00:30:11.367
from those people again we

00:30:11.387 --> 00:30:12.670
assume they drop off nope

00:30:13.309 --> 00:30:14.570
they found they listened

00:30:14.671 --> 00:30:15.932
took the advice found a

00:30:15.972 --> 00:30:16.972
different way are doing a

00:30:17.012 --> 00:30:17.874
different way and now they

00:30:17.894 --> 00:30:19.776
have wait for it nothing to

00:30:19.816 --> 00:30:20.997
bitch about that's why

00:30:21.017 --> 00:30:21.497
they're not in their

00:30:21.537 --> 00:30:22.397
bitching and they're not in

00:30:22.417 --> 00:30:23.719
those conversations because

00:30:23.739 --> 00:30:25.280
they understand what's the

00:30:25.300 --> 00:30:26.622
phrase from uh is it ben

00:30:26.662 --> 00:30:27.323
franklin I don't know it's

00:30:27.363 --> 00:30:28.163
one of those old guys where

00:30:28.182 --> 00:30:30.545
it's it's um hard it's

00:30:31.306 --> 00:30:32.787
It's harder to convince

00:30:33.146 --> 00:30:34.367
someone that they've been fooled.

00:30:34.407 --> 00:30:35.887
Like once, once you've been fooled,

00:30:35.928 --> 00:30:37.388
it's really hard to unconvinced.

00:30:37.509 --> 00:30:39.170
Someone's going to drop it in the quotes,

00:30:39.190 --> 00:30:41.790
ask chat GBT, but it's E it's easy to,

00:30:42.010 --> 00:30:43.071
it's easy to fool someone.

00:30:43.112 --> 00:30:44.573
It's super hard to convince

00:30:44.593 --> 00:30:45.192
them that they've been

00:30:45.232 --> 00:30:46.673
fooled because they have to

00:30:46.733 --> 00:30:48.335
emotionally admit they fell

00:30:48.355 --> 00:30:48.875
for something.

00:30:49.559 --> 00:30:50.840
or they're not willing to change.

00:30:50.881 --> 00:30:53.342
And that's hard because you have to admit.

00:30:54.241 --> 00:30:56.503
Scott is asking about a treatment thing.

00:30:56.523 --> 00:30:57.703
Do you think that's why cold

00:30:57.723 --> 00:30:59.585
laser treatment has never

00:30:59.684 --> 00:31:00.945
really exploded since

00:31:01.405 --> 00:31:03.487
patients don't feel anything happening?

00:31:03.926 --> 00:31:04.488
Oh, I see what you mean.

00:31:04.528 --> 00:31:07.028
Like if cold laser had a

00:31:07.128 --> 00:31:08.490
setting where it could feel colder,

00:31:09.170 --> 00:31:10.671
I was just in a doctor's office every day.

00:31:11.090 --> 00:31:13.353
He had an entire like part

00:31:13.432 --> 00:31:14.913
of his like part of his

00:31:15.013 --> 00:31:16.615
facility based on one of

00:31:16.634 --> 00:31:17.555
those cryo chambers.

00:31:17.915 --> 00:31:19.196
And I was like, how's this doing for you?

00:31:19.217 --> 00:31:19.596
And he goes, oh,

00:31:19.636 --> 00:31:21.057
it paid for itself six years ago.

00:31:21.317 --> 00:31:22.699
He goes, now it's just it's there.

00:31:23.839 --> 00:31:25.421
And I and I brought up we

00:31:25.461 --> 00:31:26.942
talked about low ride out before.

00:31:27.021 --> 00:31:27.241
Right.

00:31:28.160 --> 00:31:28.880
No, I don't think so.

00:31:29.160 --> 00:31:30.901
So low ride out is a concept

00:31:30.941 --> 00:31:31.862
that I learned from Disney.

00:31:32.701 --> 00:31:33.821
Let's say Disney has a

00:31:33.902 --> 00:31:37.163
hundred acres in his park, right?

00:31:37.183 --> 00:31:37.443
Do you ever,

00:31:37.644 --> 00:31:38.463
you've been to Disney world or

00:31:38.483 --> 00:31:39.424
you've been to a park like that?

00:31:39.505 --> 00:31:39.765
Yeah.

00:31:39.805 --> 00:31:41.204
So you pay one price,

00:31:41.224 --> 00:31:42.425
you ride as many rides as you want.

00:31:42.445 --> 00:31:43.266
You're only limited by your

00:31:43.306 --> 00:31:44.547
time and how long you want

00:31:44.567 --> 00:31:45.207
to stand on a ride.

00:31:45.406 --> 00:31:46.727
You can go ride fifty crappy

00:31:46.768 --> 00:31:48.307
rides or you could ride six

00:31:48.367 --> 00:31:49.067
really good rides.

00:31:49.147 --> 00:31:50.028
That's just how time works.

00:31:50.528 --> 00:31:52.130
So ask yourself why before

00:31:52.150 --> 00:31:53.009
you get on every ride at

00:31:53.049 --> 00:31:54.730
Disney World or Disneyland,

00:31:54.990 --> 00:31:56.571
there's those three prong things,

00:31:57.092 --> 00:31:57.811
the turnstiles.

00:31:58.211 --> 00:31:59.212
Like, why are they there?

00:31:59.472 --> 00:32:00.553
Is it crowd control?

00:32:00.692 --> 00:32:02.374
Like, no, they're counting.

00:32:03.731 --> 00:32:05.913
This is consumer behavior in plain sight.

00:32:06.233 --> 00:32:07.414
So what Disney said was

00:32:07.615 --> 00:32:08.856
every year we look at the

00:32:08.916 --> 00:32:11.778
counts on all the rides and

00:32:11.919 --> 00:32:13.800
we don't keep the teacups

00:32:14.281 --> 00:32:15.942
around because we've always

00:32:15.982 --> 00:32:16.903
had the teacups.

00:32:17.284 --> 00:32:20.146
We take the lowest ride and it's gone.

00:32:20.346 --> 00:32:22.429
We take the ride down and now we have,

00:32:22.449 --> 00:32:23.250
I don't know,

00:32:23.829 --> 00:32:25.471
five thousand square feet to

00:32:25.531 --> 00:32:26.653
put a new ride in.

00:32:27.693 --> 00:32:28.814
So the idea is the lowest

00:32:28.854 --> 00:32:29.835
ride is always out because

00:32:29.875 --> 00:32:31.194
something new has to come

00:32:31.255 --> 00:32:33.175
in or else Disney World stays stale.

00:32:33.516 --> 00:32:34.457
This is that same question.

00:32:34.497 --> 00:32:37.137
Like if you replace a board on a ship,

00:32:37.478 --> 00:32:38.617
you keep replacing boards.

00:32:38.678 --> 00:32:39.919
Is it the same ship or is it

00:32:39.939 --> 00:32:40.759
a brand new ship?

00:32:41.118 --> 00:32:41.278
Right.

00:32:41.439 --> 00:32:42.279
You want it to be a brand

00:32:42.339 --> 00:32:43.980
new ship that looks like the old ship,

00:32:44.119 --> 00:32:44.861
but you want to make sure

00:32:44.901 --> 00:32:45.701
it's modernized.

00:32:46.201 --> 00:32:47.221
And I don't know if our

00:32:47.281 --> 00:32:49.021
profession does that well enough.

00:32:49.382 --> 00:32:50.603
We keep hold like that.

00:32:50.643 --> 00:32:51.482
If we were if we were on

00:32:51.542 --> 00:32:52.844
monkey bars as a profession.

00:32:53.604 --> 00:32:54.684
You have to reach forward.

00:32:54.744 --> 00:32:56.164
I think we try to do that a lot.

00:32:56.184 --> 00:32:57.526
We do a lot of reaching forward.

00:32:57.786 --> 00:32:58.766
We want to progress.

00:32:59.126 --> 00:32:59.987
The problem is in monkey

00:33:00.007 --> 00:33:00.946
bars is you have to let go

00:33:00.987 --> 00:33:02.928
of the backhand and swing forward.

00:33:03.608 --> 00:33:04.868
We do a lot of the reaching forward.

00:33:04.929 --> 00:33:06.470
We don't do a lot of the letting go,

00:33:06.509 --> 00:33:08.171
and I think that's why we

00:33:08.191 --> 00:33:09.611
just stay still and we

00:33:09.651 --> 00:33:11.031
swing back and forth.

00:33:11.132 --> 00:33:11.872
I called it the monkey

00:33:11.892 --> 00:33:13.512
humping the football.

00:33:14.213 --> 00:33:15.173
A whole lot of moving around,

00:33:15.193 --> 00:33:16.114
but not a lot happening.

00:33:16.193 --> 00:33:17.454
That's what we do in our profession.

00:33:17.494 --> 00:33:19.096
We look like we're doing a lot of things,

00:33:19.336 --> 00:33:20.355
but we're not letting go,

00:33:20.655 --> 00:33:21.596
so we can't move forward.

00:33:22.335 --> 00:33:24.517
Yeah, and to Scott's point, you know,

00:33:24.576 --> 00:33:26.238
whether it be cold laser or

00:33:26.278 --> 00:33:27.720
just therapeutic exercise,

00:33:28.339 --> 00:33:31.201
we know from plenty of history,

00:33:31.403 --> 00:33:32.983
if we add elements,

00:33:33.284 --> 00:33:37.146
if we add gamification into it, if we add,

00:33:37.186 --> 00:33:39.829
you know, that variable reward into it,

00:33:39.930 --> 00:33:41.951
if we add these things into it,

00:33:42.071 --> 00:33:44.554
it becomes more effective, period.

00:33:44.634 --> 00:33:46.634
Like there is zero doubt in my mind.

00:33:47.276 --> 00:33:49.057
So the question is,

00:33:49.837 --> 00:33:51.759
Are we doing things that we

00:33:51.799 --> 00:33:53.583
want to do and only we want to do?

00:33:53.823 --> 00:33:54.403
This, of course,

00:33:54.463 --> 00:33:55.724
leads into the one-on-one

00:33:55.785 --> 00:33:56.946
therapy argument.

00:33:57.626 --> 00:33:59.048
Or are we building an

00:33:59.088 --> 00:34:01.571
experience that our patients,

00:34:01.711 --> 00:34:04.596
our consumers want to experience?

00:34:05.376 --> 00:34:05.957
I think that...

00:34:06.657 --> 00:34:07.397
there's different kinds of

00:34:07.438 --> 00:34:08.179
practice owners.

00:34:08.659 --> 00:34:10.219
They're going in different directions.

00:34:10.840 --> 00:34:11.199
Um,

00:34:11.219 --> 00:34:13.561
but bottom line is the evidence air

00:34:13.601 --> 00:34:13.922
quotes,

00:34:14.041 --> 00:34:16.342
evidence isn't just coming out of

00:34:16.382 --> 00:34:18.103
physical therapy, research journals.

00:34:18.503 --> 00:34:20.784
The evidence should come out of education.

00:34:20.824 --> 00:34:22.425
The evidence should come out of sales.

00:34:22.465 --> 00:34:24.007
The evidence should come out of marketing.

00:34:24.487 --> 00:34:26.728
It should come from anything

00:34:26.929 --> 00:34:28.730
out there that helps us

00:34:28.909 --> 00:34:30.369
improve our patient

00:34:30.409 --> 00:34:31.831
experience and move our

00:34:31.891 --> 00:34:33.172
patient toward their goal.

00:34:33.891 --> 00:34:34.672
So, um,

00:34:35.682 --> 00:34:36.666
A quick one that I wanted to

00:34:36.706 --> 00:34:38.715
mention going back to some of the ideas.

00:34:39.534 --> 00:34:42.474
the whole kind of mobile

00:34:42.494 --> 00:34:44.135
physical therapy movement, right?

00:34:44.514 --> 00:34:47.315
PT, OT, SOP, going into the patient's home,

00:34:47.715 --> 00:34:48.976
like they're struggling

00:34:49.016 --> 00:34:49.835
because they don't have a

00:34:49.916 --> 00:34:50.976
physical location.

00:34:51.016 --> 00:34:52.137
They don't have brick and

00:34:52.157 --> 00:34:53.777
mortar to lean on.

00:34:54.516 --> 00:34:56.077
And so I was talking to chat

00:34:56.117 --> 00:34:57.217
GPT the other day,

00:34:57.478 --> 00:34:58.858
and I was thinking about, again,

00:34:58.978 --> 00:35:00.117
what other professions

00:35:00.297 --> 00:35:02.858
outside of healthcare kind of do this,

00:35:02.898 --> 00:35:03.239
you know?

00:35:03.478 --> 00:35:04.958
And we talked about lawn care.

00:35:04.998 --> 00:35:06.858
We talked about home services,

00:35:06.918 --> 00:35:08.199
plumbers and electricians

00:35:08.219 --> 00:35:08.960
and things like that.

00:35:09.539 --> 00:35:10.059
But I was like, well,

00:35:10.099 --> 00:35:12.641
what about old school Tupperware parties,

00:35:13.001 --> 00:35:14.320
pampered chef parties?

00:35:15.322 --> 00:35:17.222
How can we leverage some of

00:35:17.282 --> 00:35:19.463
those networks for a mobile

00:35:19.483 --> 00:35:20.742
therapist who wants to step

00:35:20.782 --> 00:35:21.664
into that space?

00:35:22.724 --> 00:35:23.784
I think that there's a huge

00:35:23.844 --> 00:35:24.945
opportunity because there

00:35:24.965 --> 00:35:26.744
are still I'm going to I'm

00:35:26.764 --> 00:35:28.206
going to say there are women.

00:35:28.346 --> 00:35:29.545
It seems to be more popular

00:35:29.585 --> 00:35:32.106
for women who are doing house parties.

00:35:32.907 --> 00:35:34.547
but they're getting stale

00:35:35.027 --> 00:35:36.309
and they're looking for new

00:35:36.329 --> 00:35:37.228
ways to do this.

00:35:37.268 --> 00:35:38.650
So is there an opportunity

00:35:38.710 --> 00:35:41.990
for a mobile clinician to step into,

00:35:42.190 --> 00:35:42.471
you know,

00:35:42.490 --> 00:35:44.931
whether it's the essential oils

00:35:44.972 --> 00:35:47.934
or any of that stuff, bring what we do,

00:35:48.393 --> 00:35:49.494
combine it with the

00:35:49.514 --> 00:35:50.755
physical product sales,

00:35:50.894 --> 00:35:52.655
generate that house party,

00:35:53.235 --> 00:35:54.597
and now start to generate

00:35:54.637 --> 00:35:56.617
clients and new leads from that.

00:35:56.918 --> 00:35:57.717
What are you thinking?

00:35:58.117 --> 00:35:58.960
it's weird that you bring

00:35:58.980 --> 00:36:01.103
that up I am listening to

00:36:01.304 --> 00:36:03.327
dr robert cialdini's book

00:36:03.628 --> 00:36:04.548
influence are you familiar

00:36:04.630 --> 00:36:05.731
with that one essentially

00:36:05.972 --> 00:36:07.635
he's like the psychologist

00:36:08.612 --> 00:36:10.153
um who essentially figured

00:36:10.213 --> 00:36:11.394
out like the levers that

00:36:11.735 --> 00:36:12.815
make people make decisions

00:36:13.177 --> 00:36:13.996
and I'm listening to that

00:36:14.036 --> 00:36:15.278
book and he's got such a

00:36:15.298 --> 00:36:16.739
great voice like late night

00:36:16.800 --> 00:36:18.181
radio dj voice like super

00:36:18.222 --> 00:36:18.981
chill sounds like the

00:36:19.001 --> 00:36:19.902
coolest professor you ever

00:36:19.922 --> 00:36:21.204
do and he brings up

00:36:21.445 --> 00:36:23.166
tupperware parties so here

00:36:23.186 --> 00:36:24.967
are the reasons and and I

00:36:25.007 --> 00:36:26.168
guess we need to explain so

00:36:26.250 --> 00:36:28.070
tupperware parties we need

00:36:28.090 --> 00:36:29.273
to be important so

00:36:29.733 --> 00:36:30.753
according to cialdini

00:36:31.034 --> 00:36:32.114
according to tupperware

00:36:32.835 --> 00:36:34.016
There is a new Tupperware

00:36:34.056 --> 00:36:35.878
party starting every like,

00:36:35.958 --> 00:36:38.019
fifteen seconds somewhere in the world,

00:36:38.440 --> 00:36:39.320
twenty four hours a day.

00:36:39.581 --> 00:36:41.362
That's how effective these things are.

00:36:41.862 --> 00:36:43.164
They had to stop selling

00:36:43.224 --> 00:36:44.284
Tupperware at Target.

00:36:45.554 --> 00:36:48.436
They stopped because Tupperware party,

00:36:48.516 --> 00:36:49.177
it was affecting the

00:36:49.237 --> 00:36:50.137
Tupperware parties because

00:36:50.157 --> 00:36:50.838
the Tupperware parties are

00:36:50.858 --> 00:36:51.659
just better at it.

00:36:52.059 --> 00:36:53.320
So instead of buying one thing,

00:36:53.579 --> 00:36:55.121
the average consumer was buying like,

00:36:55.181 --> 00:36:56.442
ten X the amount of Tupperware,

00:36:56.481 --> 00:36:57.101
Tupperware parties.

00:36:57.461 --> 00:36:58.362
So a Tupperware party

00:36:58.382 --> 00:36:59.764
essentially is if Jimmy was

00:36:59.824 --> 00:37:00.664
like the New York

00:37:00.704 --> 00:37:02.846
Tupperware or the Ohio Tupperware rep,

00:37:03.186 --> 00:37:04.206
I work for Tupperware.

00:37:04.746 --> 00:37:06.688
And I find Tony and I go, Tony,

00:37:06.708 --> 00:37:07.347
you're a good guy.

00:37:07.588 --> 00:37:08.648
You're connected in your town.

00:37:08.688 --> 00:37:10.690
Everybody loves Tony in Ohio.

00:37:10.949 --> 00:37:11.489
You're gonna throw a

00:37:11.550 --> 00:37:12.971
Tupperware party and here's how it works.

00:37:13.170 --> 00:37:14.371
I'm gonna bring all the Tupperware.

00:37:14.851 --> 00:37:16.592
I'm gonna bring a gift for

00:37:16.793 --> 00:37:17.652
everybody that you bring.

00:37:17.672 --> 00:37:18.813
So Tony's throws the party.

00:37:18.914 --> 00:37:21.094
Tony brings the people to the party.

00:37:22.418 --> 00:37:24.119
I'll help you structure the party.

00:37:24.139 --> 00:37:24.920
I'm going to show you how to

00:37:24.960 --> 00:37:25.882
make this party great,

00:37:26.282 --> 00:37:27.384
but it's going to be based on Tony.

00:37:27.563 --> 00:37:28.344
I'm in the background.

00:37:28.485 --> 00:37:29.085
I'm just here.

00:37:29.226 --> 00:37:30.007
I'm in the background.

00:37:30.086 --> 00:37:31.068
This is Tony's show.

00:37:31.748 --> 00:37:33.371
And then everybody walks away with a gift.

00:37:33.630 --> 00:37:34.831
It's a lot like a â I

00:37:34.851 --> 00:37:35.873
haven't been to a Tupperware party.

00:37:35.893 --> 00:37:37.195
I'm just going on Dr. Cialdini.

00:37:37.434 --> 00:37:39.177
But it's a lot like a bridal

00:37:39.197 --> 00:37:40.297
shower or a baby shower.

00:37:41.179 --> 00:37:41.838
They're structured.

00:37:41.878 --> 00:37:43.079
It's games, right?

00:37:43.119 --> 00:37:44.320
They bring out the products

00:37:44.340 --> 00:37:45.440
and have fun with them.

00:37:45.581 --> 00:37:47.380
Everybody walks away with something.

00:37:47.740 --> 00:37:49.621
The party is about the

00:37:49.641 --> 00:37:50.961
people who are at the party.

00:37:51.302 --> 00:37:52.563
The party is actually not

00:37:52.623 --> 00:37:53.802
about Tupperware.

00:37:54.143 --> 00:37:55.264
The party is about the people.

00:37:55.764 --> 00:37:57.043
But now instead of buying or

00:37:57.083 --> 00:37:58.304
not buying from Tupperware,

00:37:59.248 --> 00:38:01.351
I'm buying or not buying from Tony.

00:38:01.952 --> 00:38:02.934
And the reason I'm at the

00:38:02.974 --> 00:38:04.175
party is I either know Tony

00:38:04.456 --> 00:38:05.538
or I was dragged there

00:38:05.577 --> 00:38:06.438
kicking and screaming by

00:38:06.498 --> 00:38:07.719
someone who does know Tony.

00:38:08.001 --> 00:38:09.161
So here's why it works.

00:38:09.202 --> 00:38:09.943
And then we'll flip it to

00:38:09.983 --> 00:38:10.925
how a mobile therapist

00:38:10.945 --> 00:38:11.865
could take advantage of it.

00:38:12.286 --> 00:38:14.188
Here are the psychological

00:38:14.268 --> 00:38:15.471
influences that are involved.

00:38:15.972 --> 00:38:16.391
Liking.

00:38:17.172 --> 00:38:18.373
Like if I like someone,

00:38:18.574 --> 00:38:19.635
I'm more apt to do

00:38:19.655 --> 00:38:20.976
something that they're asking me to do.

00:38:21.416 --> 00:38:22.217
Social proof,

00:38:22.559 --> 00:38:24.000
I'm in a room full of people

00:38:24.340 --> 00:38:25.762
watching them who are

00:38:25.802 --> 00:38:27.523
similar to me do something.

00:38:27.963 --> 00:38:29.005
Do you think Tupperware

00:38:29.085 --> 00:38:30.746
maybe puts a plant in a

00:38:30.786 --> 00:38:32.728
party every once in a while to say,

00:38:32.789 --> 00:38:34.170
I'll take this or I'll take that?

00:38:34.650 --> 00:38:36.353
Abso-freaking-lutely.

00:38:36.713 --> 00:38:39.137
Reciprocity is a psychological lever.

00:38:39.358 --> 00:38:40.599
I was invited to a party.

00:38:41.001 --> 00:38:42.222
I got snacks.

00:38:42.563 --> 00:38:44.527
I had time and fun and attention.

00:38:44.927 --> 00:38:45.969
Now I sort of feel like I

00:38:46.168 --> 00:38:47.630
owe the host something.

00:38:48.663 --> 00:38:50.764
The psychological ideas of

00:38:50.824 --> 00:38:52.166
commitment and consistency.

00:38:52.628 --> 00:38:53.648
I RSVP'd.

00:38:53.849 --> 00:38:54.469
I showed up.

00:38:54.710 --> 00:38:55.391
I smiled.

00:38:55.550 --> 00:38:56.050
I nodded.

00:38:56.231 --> 00:38:57.693
I ate the wheat thins.

00:38:58.094 --> 00:39:00.617
I'm subtly committing slowly

00:39:00.737 --> 00:39:01.838
and small steps.

00:39:02.157 --> 00:39:04.101
So I'm in the mode of saying

00:39:04.221 --> 00:39:05.601
yes to things.

00:39:05.762 --> 00:39:06.702
Yes, I'm at the party.

00:39:06.744 --> 00:39:07.885
Yes, I would like to sit down.

00:39:07.925 --> 00:39:09.286
Yes, I would like a drink, drink, drink.

00:39:09.927 --> 00:39:12.108
And the final is scarcity.

00:39:12.568 --> 00:39:13.289
They finally say,

00:39:13.329 --> 00:39:14.610
I've only got three of these left.

00:39:14.650 --> 00:39:16.331
Or if you order by the end of the month,

00:39:16.351 --> 00:39:17.052
I'll be able to get you a

00:39:17.092 --> 00:39:18.253
better price on this.

00:39:18.653 --> 00:39:19.894
So there's a lot of levers.

00:39:19.974 --> 00:39:23.398
So as dumb as a Tupperware party looks,

00:39:23.737 --> 00:39:25.139
it is most of their

00:39:25.219 --> 00:39:27.360
business as a worldwide brand.

00:39:27.400 --> 00:39:28.762
And I don't know if you can

00:39:28.822 --> 00:39:34.505
name another food container brand.

00:39:34.585 --> 00:39:34.947
It is...

00:39:35.387 --> 00:39:35.867
It's Tupperware.

00:39:35.887 --> 00:39:36.528
It's Kleenex.

00:39:36.548 --> 00:39:37.170
It's Cadillac.

00:39:37.309 --> 00:39:38.751
It is the thing of.

00:39:38.911 --> 00:39:41.295
So after I throw those ideas out there,

00:39:41.315 --> 00:39:42.336
the psychological levers,

00:39:43.097 --> 00:39:43.699
I have a few ideas.

00:39:43.739 --> 00:39:44.760
But how do you think a

00:39:45.440 --> 00:39:46.943
mobile therapist will focus

00:39:46.963 --> 00:39:47.523
on that market,

00:39:47.583 --> 00:39:48.846
could use those theories of

00:39:48.865 --> 00:39:50.327
a Tupperware party to

00:39:50.987 --> 00:39:51.809
leverage their business?

00:39:52.505 --> 00:39:52.686
Yeah.

00:39:52.746 --> 00:39:55.467
So I think you identify, you know, OK,

00:39:55.547 --> 00:39:57.289
where where are my biases?

00:39:57.349 --> 00:39:58.469
What do I enjoy?

00:39:58.891 --> 00:40:00.092
To Kendrick's point,

00:40:00.351 --> 00:40:01.592
I hated those parties.

00:40:02.052 --> 00:40:03.233
You couldn't hate the party

00:40:03.273 --> 00:40:04.855
if you didn't know they existed.

00:40:04.914 --> 00:40:06.757
So it had an impact whether

00:40:06.797 --> 00:40:07.958
you were there or not.

00:40:08.597 --> 00:40:10.179
And there's lots of things

00:40:10.199 --> 00:40:12.762
that I hate that they still got my money,

00:40:13.003 --> 00:40:16.108
you know, and so I'm a big foodie.

00:40:16.407 --> 00:40:17.148
I love food.

00:40:17.188 --> 00:40:19.012
So when I when I put this

00:40:19.112 --> 00:40:21.213
idea together in my mind, I'd be like, OK,

00:40:21.855 --> 00:40:22.576
I would combine.

00:40:23.661 --> 00:40:25.043
food element to it.

00:40:25.103 --> 00:40:26.925
If I'm going to do healthy lifestyle,

00:40:27.005 --> 00:40:29.005
healthy eating, exercise,

00:40:29.326 --> 00:40:31.208
things that I do as a physical therapist,

00:40:31.728 --> 00:40:32.849
I'm going to have Blue

00:40:32.949 --> 00:40:34.530
Apron or some sort of food

00:40:34.570 --> 00:40:36.612
delivery service that I

00:40:36.632 --> 00:40:38.672
have an affiliate relationship with.

00:40:39.213 --> 00:40:41.795
I'm going to have my exercise component,

00:40:41.856 --> 00:40:43.717
maybe the manual therapy component.

00:40:43.797 --> 00:40:45.097
Maybe I'm bringing a NuFit

00:40:45.137 --> 00:40:47.519
or a shockwave on site and

00:40:47.559 --> 00:40:48.800
delivering these kinds of

00:40:48.840 --> 00:40:50.121
treatments right then and there.

00:40:50.481 --> 00:40:52.923
If I was Scott, I'd bring a cold laser and

00:40:53.603 --> 00:40:55.846
But the key here is I would

00:40:55.885 --> 00:40:56.806
have my partner,

00:40:57.126 --> 00:40:58.407
whoever that person is that

00:40:58.447 --> 00:40:59.327
I'm partnering with,

00:40:59.768 --> 00:41:01.588
who then does the other side of it.

00:41:01.748 --> 00:41:03.030
They have the Tupperware.

00:41:03.070 --> 00:41:04.550
They have the Pampered Chef.

00:41:04.570 --> 00:41:05.572
They have whatever.

00:41:05.931 --> 00:41:07.313
And if I wanted to move into,

00:41:07.492 --> 00:41:08.994
and nobody ever talks about this,

00:41:09.434 --> 00:41:11.215
move into different areas,

00:41:12.815 --> 00:41:14.336
I've got patients that

00:41:14.476 --> 00:41:15.456
we're talking about going

00:41:15.476 --> 00:41:17.579
to a gun show this weekend, right?

00:41:17.998 --> 00:41:20.199
Why don't we have gun show house parties?

00:41:20.219 --> 00:41:21.541
Yeah, not that kind of gun show.

00:41:21.721 --> 00:41:22.782
Gun show house parties.

00:41:22.822 --> 00:41:23.304
Oh no.

00:41:23.324 --> 00:41:24.405
Do they have these or you're

00:41:24.485 --> 00:41:25.166
inventing this?

00:41:25.967 --> 00:41:26.148
Yeah.

00:41:26.168 --> 00:41:26.387
Yeah.

00:41:26.469 --> 00:41:27.751
Like hunting, you know,

00:41:27.791 --> 00:41:29.032
there are so many hunting

00:41:29.132 --> 00:41:30.715
things that they could do fishing.

00:41:30.755 --> 00:41:31.436
Like my boys,

00:41:31.496 --> 00:41:33.018
I dropped my boys off at the

00:41:33.059 --> 00:41:34.221
lake this morning on my way

00:41:34.240 --> 00:41:35.762
to work and they're going

00:41:35.782 --> 00:41:36.664
to be fishing all day.

00:41:37.621 --> 00:41:39.262
There are so many different

00:41:39.282 --> 00:41:40.463
directions we could take it.

00:41:40.864 --> 00:41:42.885
If Kendrick hated Tupperware,

00:41:43.706 --> 00:41:44.766
there's a million things.

00:41:44.827 --> 00:41:45.266
And of course,

00:41:45.286 --> 00:41:46.307
you've got the whole pelvic

00:41:46.347 --> 00:41:48.289
floor world where there are

00:41:48.730 --> 00:41:49.831
therapists that are coming

00:41:49.911 --> 00:41:51.211
into the pelvic floor.

00:41:51.592 --> 00:41:53.432
They're doing house parties for that.

00:41:53.572 --> 00:41:55.355
It's a small private group.

00:41:56.275 --> 00:41:57.675
There's just so many things

00:41:57.715 --> 00:41:58.536
we could do with that.

00:41:58.876 --> 00:42:00.117
I think the idea is the

00:42:00.157 --> 00:42:02.840
Tupperware party is mislabeled, right?

00:42:03.695 --> 00:42:04.735
It's not a Tupperware party.

00:42:05.237 --> 00:42:07.139
It's a food problem.

00:42:07.579 --> 00:42:09.420
Because Tupperware sells food storage,

00:42:09.701 --> 00:42:12.123
but also like platters and presentations.

00:42:12.523 --> 00:42:13.744
So it understood that the

00:42:13.806 --> 00:42:16.248
party was about- It's all about the burp.

00:42:16.668 --> 00:42:18.030
It was about the burp, right?

00:42:18.369 --> 00:42:19.552
It was all about the people

00:42:20.172 --> 00:42:21.554
and what problems they had

00:42:22.699 --> 00:42:24.219
wait for it create some

00:42:24.300 --> 00:42:26.561
space create a literal and

00:42:26.621 --> 00:42:28.063
figurative space in someone

00:42:28.164 --> 00:42:30.364
else's living room for this

00:42:30.405 --> 00:42:32.527
party and then you trot out

00:42:32.567 --> 00:42:34.088
the solutions in a group

00:42:34.648 --> 00:42:36.329
like this works so what

00:42:36.349 --> 00:42:37.291
would what would the what

00:42:37.311 --> 00:42:38.512
would the problems need to

00:42:38.552 --> 00:42:39.452
be because I'm trying to

00:42:39.492 --> 00:42:40.813
identify like the problems

00:42:40.833 --> 00:42:42.936
that that a tupperware party solves are

00:42:43.905 --> 00:42:46.387
food storage, you know,

00:42:46.588 --> 00:42:47.869
parties and platters and

00:42:47.889 --> 00:42:48.630
those types of things.

00:42:48.751 --> 00:42:49.932
It's everything around the kitchen.

00:42:50.092 --> 00:42:51.034
Ironically, most of the time,

00:42:51.054 --> 00:42:51.755
Tupperware parties take

00:42:51.815 --> 00:42:52.775
place in the living room too.

00:42:53.277 --> 00:42:55.380
But the idea is like, so what would it be?

00:42:55.920 --> 00:42:56.882
How would you identify that

00:42:56.922 --> 00:42:57.842
if you were a mobile therapist?

00:42:58.438 --> 00:43:01.260
So grab me a group of forty

00:43:01.280 --> 00:43:03.041
and fifty year old guys.

00:43:03.601 --> 00:43:05.081
Tell me that the bulk of

00:43:05.121 --> 00:43:06.922
them are not going to have stiff backs,

00:43:07.342 --> 00:43:08.702
are not going to have sore knees.

00:43:09.083 --> 00:43:10.402
Tell me that the bulk of

00:43:10.443 --> 00:43:11.403
them are not going to have

00:43:11.443 --> 00:43:12.764
issues with blood pressure,

00:43:12.903 --> 00:43:14.525
elevated blood sugar levels

00:43:14.565 --> 00:43:15.945
like we're going to have a

00:43:16.005 --> 00:43:17.405
collection of pathology

00:43:17.445 --> 00:43:19.226
that you can pretty much

00:43:19.266 --> 00:43:21.706
throw a dart and hit one of

00:43:21.746 --> 00:43:23.648
the targets with any of that stuff.

00:43:24.108 --> 00:43:24.907
And I'm sure there's going

00:43:24.927 --> 00:43:26.509
to be a collection for the ladies.

00:43:26.528 --> 00:43:27.128
There's going to be a

00:43:27.188 --> 00:43:28.849
collection for... You can

00:43:28.869 --> 00:43:30.449
break it down by demographic.

00:43:30.949 --> 00:43:32.871
You can break it down through couples.

00:43:33.891 --> 00:43:35.070
There's always a collection

00:43:35.110 --> 00:43:37.152
of problems that these individuals have.

00:43:37.692 --> 00:43:39.552
That is what we are solving for.

00:43:40.032 --> 00:43:40.592
Like you said,

00:43:40.873 --> 00:43:43.012
it's not about... For Tupperware,

00:43:43.032 --> 00:43:44.954
it's about not wasting food,

00:43:45.153 --> 00:43:46.094
not feeling guilty,

00:43:46.173 --> 00:43:47.275
even though you're probably

00:43:47.315 --> 00:43:48.034
still going to throw it

00:43:48.074 --> 00:43:49.934
away after a couple of days.

00:43:50.496 --> 00:43:51.356
The idea...

00:43:52.335 --> 00:43:53.797
is, oh, well, I'm going to buy this,

00:43:53.817 --> 00:43:54.737
but I'm going to save money

00:43:54.777 --> 00:43:56.219
because I'm not wasting food.

00:43:57.661 --> 00:44:00.682
In our world, it's, oh, well, if I do this,

00:44:00.762 --> 00:44:01.563
I'm not going to have to go

00:44:01.603 --> 00:44:02.885
see the chiropractor or go

00:44:02.905 --> 00:44:04.445
to whatever or do something else.

00:44:04.465 --> 00:44:05.487
I'm going to feel better.

00:44:05.766 --> 00:44:06.668
I'm going to lose weight.

00:44:06.728 --> 00:44:08.750
And then, of course,

00:44:08.769 --> 00:44:11.251
you get into the more physical products,

00:44:11.632 --> 00:44:12.672
compression boots,

00:44:13.434 --> 00:44:14.373
things that people could

00:44:14.434 --> 00:44:15.715
buy at that like three

00:44:15.755 --> 00:44:17.976
hundred to a thousand dollar price point,

00:44:18.358 --> 00:44:20.599
walking pads, all of these things.

00:44:21.300 --> 00:44:22.981
People want to spend that money.

00:44:23.702 --> 00:44:25.344
They want to spend that money.

00:44:25.364 --> 00:44:26.666
And if you can help direct

00:44:26.686 --> 00:44:27.929
them to something that at

00:44:27.989 --> 00:44:29.309
least gives them a chance

00:44:29.851 --> 00:44:31.092
of feeling better,

00:44:31.652 --> 00:44:32.974
I think it's money well spent.

00:44:33.335 --> 00:44:33.896
Yeah.

00:44:33.916 --> 00:44:34.797
How would you frame it?

00:44:35.818 --> 00:44:38.601
I'm playing around with the GPT right now.

00:44:39.003 --> 00:44:39.362
How does...

00:44:39.884 --> 00:44:40.945
Like Tupperware just has

00:44:41.126 --> 00:44:42.708
says Tony's having a party.

00:44:43.088 --> 00:44:43.528
Come.

00:44:43.969 --> 00:44:45.592
It's a Tupperware party, yada, yada.

00:44:45.632 --> 00:44:47.275
But it's not like come solve

00:44:47.295 --> 00:44:49.538
your back pain in thirty minutes or less.

00:44:49.577 --> 00:44:50.798
It's not a webinar hook.

00:44:50.860 --> 00:44:52.461
It's a very much like come and hang out.

00:44:52.853 --> 00:44:53.512
That's what it is.

00:44:53.612 --> 00:44:55.094
It's a let's get together.

00:44:56.193 --> 00:44:57.795
My buddy Tony is going to be

00:44:57.855 --> 00:44:59.715
bringing his shockwave device over.

00:44:59.795 --> 00:45:01.536
You know, let's feel better.

00:45:01.596 --> 00:45:02.295
Drink some wine.

00:45:02.436 --> 00:45:03.175
Have some fun.

00:45:03.235 --> 00:45:04.137
Laugh a little bit.

00:45:04.996 --> 00:45:05.976
That's what it is.

00:45:06.077 --> 00:45:08.577
It's the social gathering of it.

00:45:09.097 --> 00:45:11.539
The reciprocity helps cover the bill.

00:45:12.780 --> 00:45:15.661
And then out of that, you've got emails,

00:45:15.842 --> 00:45:17.143
you've got contacts,

00:45:17.164 --> 00:45:18.625
you've got people who know you.

00:45:19.106 --> 00:45:20.567
And then this is where, you know,

00:45:20.806 --> 00:45:21.708
I would take it and you

00:45:21.748 --> 00:45:23.268
start looking at kind of

00:45:23.369 --> 00:45:24.530
different approaches.

00:45:25.090 --> 00:45:26.853
So if if somebody hasn't

00:45:26.873 --> 00:45:28.695
started a local Facebook group.

00:45:29.815 --> 00:45:30.596
I think there's a huge

00:45:30.635 --> 00:45:32.815
opportunity just within that Middletown,

00:45:32.896 --> 00:45:33.336
Ohio,

00:45:33.376 --> 00:45:35.577
Facebook group for people with back

00:45:35.617 --> 00:45:38.177
pain or just a consumer group.

00:45:38.358 --> 00:45:40.139
You know, hey, let's talk about referrals.

00:45:40.159 --> 00:45:41.820
Like, who's the dentist you're going to?

00:45:41.880 --> 00:45:42.699
That kind of stuff.

00:45:43.420 --> 00:45:45.420
If I was a mobile therapist going,

00:45:45.860 --> 00:45:47.382
even if I wasn't going to a client,

00:45:47.402 --> 00:45:48.021
if I was like, hey,

00:45:48.041 --> 00:45:49.041
this is a neighborhood I

00:45:49.081 --> 00:45:50.103
want to work for.

00:45:50.682 --> 00:45:51.782
I want to help people in

00:45:51.822 --> 00:45:52.943
this neighborhood.

00:45:53.664 --> 00:45:55.144
I would start a direct mail

00:45:55.184 --> 00:45:55.824
campaign there.

00:45:56.385 --> 00:45:57.985
just to those houses,

00:45:58.447 --> 00:46:00.869
maybe within a two or three block radius.

00:46:01.429 --> 00:46:03.431
I go on the property tax

00:46:03.471 --> 00:46:05.112
property appraisers website.

00:46:05.233 --> 00:46:08.014
I grab a list of addresses manually.

00:46:08.054 --> 00:46:09.135
I'm not buying a list.

00:46:09.195 --> 00:46:11.097
I'm manually getting these addresses.

00:46:11.617 --> 00:46:12.159
Go to Zillow.

00:46:12.679 --> 00:46:13.659
What's the most expensive

00:46:13.699 --> 00:46:14.621
house in the neighborhood?

00:46:14.880 --> 00:46:14.940
OK,

00:46:15.081 --> 00:46:16.882
I'm going to get addresses for the ten

00:46:16.943 --> 00:46:18.605
houses around that house

00:46:19.005 --> 00:46:20.126
and I'm going to send a

00:46:20.186 --> 00:46:22.369
specific mailer to those houses.

00:46:22.789 --> 00:46:23.891
Hey, this is me.

00:46:24.010 --> 00:46:24.992
I'm in the neighborhood

00:46:25.052 --> 00:46:26.353
where this is what I do.

00:46:26.773 --> 00:46:28.574
You know, while I'm here,

00:46:28.614 --> 00:46:30.536
if you have any needs for this,

00:46:30.556 --> 00:46:31.257
that or the other.

00:46:32.159 --> 00:46:32.778
Just let me know.

00:46:33.739 --> 00:46:35.601
I think we can use this

00:46:35.661 --> 00:46:39.722
stuff to go from zero to one, one to ten.

00:46:40.463 --> 00:46:41.163
Then we have different

00:46:41.202 --> 00:46:42.463
strategies to go from ten

00:46:42.503 --> 00:46:43.605
to one hundred when we're

00:46:43.625 --> 00:46:44.644
talking about clients.

00:46:45.085 --> 00:46:45.985
I think you could do this if

00:46:46.005 --> 00:46:48.347
you have a standalone clinic, too.

00:46:48.967 --> 00:46:50.148
I would never have it in the clinic.

00:46:51.440 --> 00:46:52.239
I think as soon as you have

00:46:52.260 --> 00:46:52.880
it in the clinic,

00:46:53.201 --> 00:46:54.581
it loses the let's come.

00:46:55.081 --> 00:46:57.222
I think the antithesis to this,

00:46:57.442 --> 00:46:58.581
look at that antithesis,

00:46:58.681 --> 00:47:00.443
multi-syllabic words here at nine,

00:47:00.503 --> 00:47:01.083
six in the morning.

00:47:01.443 --> 00:47:02.422
I think the antithesis to

00:47:02.663 --> 00:47:07.463
this is a free class or a

00:47:07.565 --> 00:47:08.364
lunch and learn.

00:47:08.485 --> 00:47:10.144
I think a lunch and learn

00:47:10.204 --> 00:47:11.485
looks like a Tupperware party,

00:47:11.865 --> 00:47:13.005
but it's not because

00:47:13.365 --> 00:47:14.146
everyone knows they're

00:47:14.166 --> 00:47:15.186
gonna get pitched a

00:47:15.246 --> 00:47:17.186
timeshare at a timeshare pitch.

00:47:17.246 --> 00:47:17.806
Like they get it.

00:47:17.827 --> 00:47:18.588
So they're just waiting,

00:47:18.748 --> 00:47:19.788
they're bracing for it.

00:47:20.168 --> 00:47:21.572
But if it's more party,

00:47:21.612 --> 00:47:23.155
if it's ninety percent party,

00:47:23.536 --> 00:47:24.139
ten percent.

00:47:24.179 --> 00:47:24.860
Well, if you wanted to,

00:47:24.880 --> 00:47:25.583
you could take it home.

00:47:25.882 --> 00:47:28.108
I was always I was always confused.

00:47:29.625 --> 00:47:30.905
As like a twenty year old,

00:47:31.427 --> 00:47:33.608
why I couldn't just QR.

00:47:34.190 --> 00:47:34.369
Well,

00:47:34.409 --> 00:47:36.092
there weren't QR codes twenty years ago.

00:47:36.371 --> 00:47:37.253
But if I really like the

00:47:37.333 --> 00:47:39.135
robe or the pillow at a

00:47:39.195 --> 00:47:41.536
hotel and I how do I buy this?

00:47:41.657 --> 00:47:43.318
And like I remember this was now you can.

00:47:43.579 --> 00:47:44.860
But twenty five years ago,

00:47:44.880 --> 00:47:46.021
I remember being like this

00:47:46.262 --> 00:47:47.463
feels like a really

00:47:47.643 --> 00:47:49.025
stupidly simple thing to do

00:47:49.065 --> 00:47:50.186
and no one's doing it.

00:47:50.827 --> 00:47:51.728
And now you can't.

00:47:52.634 --> 00:47:53.253
So, you know,

00:47:53.313 --> 00:47:55.014
that was one of the I think I

00:47:55.034 --> 00:47:56.155
shared this in a video a

00:47:56.215 --> 00:47:57.115
couple of years ago.

00:47:58.396 --> 00:47:59.197
And I want to talk about

00:47:59.277 --> 00:48:01.577
Ray's mentioning the workshop real quick.

00:48:01.597 --> 00:48:01.697
Right.

00:48:02.217 --> 00:48:03.277
But I said,

00:48:03.398 --> 00:48:04.699
why doesn't every piece of my

00:48:04.739 --> 00:48:06.880
equipment have a QR code

00:48:07.239 --> 00:48:08.360
that you can scan that

00:48:08.380 --> 00:48:09.320
takes you straight to my

00:48:09.340 --> 00:48:10.900
affiliate link on Amazon

00:48:10.920 --> 00:48:12.362
that allows you to buy that

00:48:12.402 --> 00:48:14.061
piece of equipment while

00:48:14.101 --> 00:48:15.242
you're using it for home?

00:48:15.782 --> 00:48:18.063
And we end up getting

00:48:18.123 --> 00:48:20.005
referral links for little

00:48:20.025 --> 00:48:22.485
things like the QB, the compression boots,

00:48:22.927 --> 00:48:23.527
ice packs.

00:48:23.567 --> 00:48:25.668
The Chattanooga ice pack is amazing.

00:48:26.027 --> 00:48:26.867
People love it.

00:48:27.429 --> 00:48:29.289
Instantly, you hit that QR code.

00:48:29.389 --> 00:48:30.190
You go to it.

00:48:30.630 --> 00:48:30.809
Now,

00:48:30.909 --> 00:48:34.132
this goes along with Joseph Lowe and

00:48:34.231 --> 00:48:35.572
Pure PT Supply.

00:48:36.893 --> 00:48:39.054
We should be facilitating that,

00:48:39.114 --> 00:48:41.936
making it easier to make those purchases.

00:48:42.735 --> 00:48:44.376
You scan it and add it to your account.

00:48:45.362 --> 00:48:46.543
And then even if we're the

00:48:46.643 --> 00:48:48.826
ones facilitating the order, yeah,

00:48:48.885 --> 00:48:49.987
like all of that stuff,

00:48:50.007 --> 00:48:51.047
there are so many things

00:48:51.068 --> 00:48:52.769
that patients want to spend

00:48:52.809 --> 00:48:53.550
their money on.

00:48:54.152 --> 00:48:56.434
Money has no value until it is spent,

00:48:56.574 --> 00:48:58.516
until it moves on to the next person.

00:48:59.637 --> 00:49:00.579
So Ray was talking about

00:49:00.619 --> 00:49:01.679
workshops in the clinic.

00:49:02.521 --> 00:49:04.202
My issue is too many

00:49:04.242 --> 00:49:05.543
therapists still think the

00:49:05.583 --> 00:49:07.085
reason you do a workshop is

00:49:07.106 --> 00:49:09.728
to convert the attendees of the workshop.

00:49:09.829 --> 00:49:11.429
That is not why you do the workshop.

00:49:11.931 --> 00:49:13.331
The only reason why I've

00:49:13.371 --> 00:49:15.014
ever done a workshop is

00:49:15.054 --> 00:49:16.936
because I feature a physician,

00:49:17.496 --> 00:49:19.699
a referral source who is

00:49:19.838 --> 00:49:21.940
the headliner of the show.

00:49:22.702 --> 00:49:24.181
that physician comes in.

00:49:24.222 --> 00:49:25.802
We talk about specifically

00:49:25.842 --> 00:49:27.003
what they want to talk about.

00:49:27.543 --> 00:49:29.163
I promote the procedure that

00:49:29.222 --> 00:49:30.182
they want to promote.

00:49:30.682 --> 00:49:32.503
I make them the headliner,

00:49:32.983 --> 00:49:34.003
but before they talk,

00:49:34.503 --> 00:49:35.403
they have to listen to me

00:49:35.443 --> 00:49:36.885
talk for just a couple minutes.

00:49:37.284 --> 00:49:38.505
Hey, this is what we do.

00:49:38.565 --> 00:49:39.465
This is how we do it.

00:49:39.485 --> 00:49:40.565
This is what's going on.

00:49:40.644 --> 00:49:40.864
Okay.

00:49:40.905 --> 00:49:41.824
Enough about me.

00:49:42.346 --> 00:49:44.065
Now, the reason why we're all here,

00:49:44.405 --> 00:49:46.585
let's introduce Dr. Scott Albright,

00:49:46.686 --> 00:49:47.867
non-surgical orthopedic,

00:49:47.907 --> 00:49:49.166
who's doing amazing things

00:49:49.226 --> 00:49:50.047
with stem cells.

00:49:50.887 --> 00:49:53.010
He comes in, he gives his spiel.

00:49:53.411 --> 00:49:54.432
Maybe he gets a couple of

00:49:54.472 --> 00:49:55.994
referrals from the audience.

00:49:56.876 --> 00:49:57.817
I don't care if I don't get

00:49:57.896 --> 00:50:00.300
any because now the reciprocity,

00:50:00.541 --> 00:50:01.963
I did something nice for him.

00:50:02.543 --> 00:50:03.744
I guarantee I'm going to get

00:50:03.824 --> 00:50:05.106
referrals from him now.

00:50:05.702 --> 00:50:07.244
And he's seeing hundreds of

00:50:07.324 --> 00:50:09.266
people a week who need my services.

00:50:09.346 --> 00:50:10.726
That's why you do the workshop.

00:50:10.786 --> 00:50:12.288
You do the workshop to get

00:50:12.327 --> 00:50:13.289
the referrals from the

00:50:13.389 --> 00:50:15.469
featured physician or

00:50:15.550 --> 00:50:18.152
referral source that you're promoting.

00:50:18.313 --> 00:50:19.353
You are the stage.

00:50:19.994 --> 00:50:21.454
You are the amphitheater.

00:50:21.474 --> 00:50:22.976
I want people to start thinking of that.

00:50:23.056 --> 00:50:23.817
You now can be the

00:50:23.936 --> 00:50:25.398
amphitheater that puts the

00:50:25.438 --> 00:50:26.639
headliner on stage.

00:50:27.139 --> 00:50:28.239
And I know this is counterproductive,

00:50:28.260 --> 00:50:29.201
but I want to be featured.

00:50:29.280 --> 00:50:30.322
I want to be the one in lights.

00:50:31.097 --> 00:50:31.458
I don't know.

00:50:31.539 --> 00:50:32.442
I think I'd rather own

00:50:32.521 --> 00:50:34.085
Ticketmaster than be a rock

00:50:34.106 --> 00:50:35.469
band because Ticketmaster

00:50:35.489 --> 00:50:36.351
is going to be everywhere.

00:50:36.813 --> 00:50:37.896
I've got to steal this strategy.

00:50:37.936 --> 00:50:38.557
Can I share it with you?

00:50:38.737 --> 00:50:39.260
Yeah, please.

00:50:39.300 --> 00:50:39.681
Let's do it.

00:50:44.480 --> 00:50:45.702
Excuse to play the funny intro.

00:50:45.802 --> 00:50:46.021
Okay.

00:50:46.402 --> 00:50:48.244
Steal the strategy is going to be,

00:50:48.385 --> 00:50:49.326
I know this is going to shock you,

00:50:49.666 --> 00:50:52.369
but it came from me being in a bar.

00:50:53.170 --> 00:50:55.373
And have you ever been in a bar, Tony,

00:50:56.072 --> 00:50:58.076
and seen a wall of mugs or

00:50:58.175 --> 00:50:59.737
mugs hanging up from the ceiling,

00:50:59.838 --> 00:51:01.518
either with names or with

00:51:01.719 --> 00:51:02.440
numbers on them?

00:51:02.880 --> 00:51:03.141
Okay.

00:51:03.161 --> 00:51:03.940
Yeah, a hundred percent.

00:51:04.202 --> 00:51:04.782
So this is a,

00:51:04.922 --> 00:51:05.641
this is a pattern

00:51:05.661 --> 00:51:06.503
interruption because this

00:51:06.523 --> 00:51:07.443
is not in every bar,

00:51:07.842 --> 00:51:08.923
but it's in a lot of bars.

00:51:08.983 --> 00:51:10.143
It's a lot of college town

00:51:10.164 --> 00:51:10.905
bars where they're going to

00:51:10.945 --> 00:51:11.864
get repeat customers, right?

00:51:11.885 --> 00:51:13.025
The students are going to

00:51:13.045 --> 00:51:15.146
come back or like a local bar, right?

00:51:15.467 --> 00:51:16.567
So this is a mug club.

00:51:17.226 --> 00:51:18.588
So some bars have them,

00:51:18.608 --> 00:51:20.748
you pay a fee and then you get a number.

00:51:21.449 --> 00:51:22.610
I was in a mug club where

00:51:22.670 --> 00:51:24.331
like twenty three was like

00:51:24.391 --> 00:51:25.891
Michael Jordan or ninety nine.

00:51:25.992 --> 00:51:27.253
Like that was a that was a

00:51:27.333 --> 00:51:28.733
number you couldn't get it.

00:51:28.753 --> 00:51:29.393
You had to put your name on

00:51:29.414 --> 00:51:30.835
a list so I could have

00:51:30.914 --> 00:51:32.956
twelve until I was a senior

00:51:32.976 --> 00:51:34.476
until someone gave up ninety nine.

00:51:34.657 --> 00:51:34.876
Right.

00:51:35.257 --> 00:51:36.137
So that's the idea is every

00:51:36.177 --> 00:51:36.958
time you come in,

00:51:37.259 --> 00:51:38.659
you get to you get to say.

00:51:39.860 --> 00:51:41.239
uh I'm jimmy here's my idea

00:51:41.641 --> 00:51:43.481
I'm number uh that's me

00:51:43.840 --> 00:51:45.661
pull that down so your mug

00:51:45.681 --> 00:51:46.501
gets pulled down and now

00:51:46.541 --> 00:51:47.501
you have this cool social

00:51:47.541 --> 00:51:48.521
proof because I'm one of

00:51:48.561 --> 00:51:49.882
the people now there's one

00:51:49.922 --> 00:51:51.242
missing here I am I paid

00:51:51.282 --> 00:51:52.523
for that but maybe I get

00:51:52.563 --> 00:51:53.603
like a buck or two off of

00:51:53.623 --> 00:51:54.963
beers where do you think

00:51:55.003 --> 00:51:56.184
I'm gonna go over and over

00:51:56.224 --> 00:51:56.983
again if I paid my

00:51:57.023 --> 00:51:58.445
membership and now I sort

00:51:58.465 --> 00:51:59.644
of feel like a little bit like

00:52:00.405 --> 00:52:00.826
norm.

00:52:01.465 --> 00:52:01.726
Yeah.

00:52:01.947 --> 00:52:02.567
He's George went,

00:52:02.987 --> 00:52:03.668
I feel a little bit like

00:52:03.728 --> 00:52:05.751
norm and I get like perks.

00:52:05.871 --> 00:52:06.451
Maybe I can,

00:52:06.952 --> 00:52:08.172
maybe I get a free Uber ride

00:52:08.213 --> 00:52:09.454
for every a hundred bucks I spend,

00:52:09.494 --> 00:52:10.454
or maybe I get led in the

00:52:10.474 --> 00:52:11.976
bar an hour early or I get

00:52:12.016 --> 00:52:13.338
a free nachos or something like that.

00:52:13.677 --> 00:52:14.800
So it's not about the drink.

00:52:15.360 --> 00:52:16.400
It's about belonging.

00:52:16.822 --> 00:52:18.302
It's about where everybody knows your name,

00:52:18.443 --> 00:52:19.224
or at least you feel like

00:52:19.244 --> 00:52:20.125
everybody knows your name because your,

00:52:20.244 --> 00:52:21.005
your bug is on the wall.

00:52:21.286 --> 00:52:22.146
Here's why it works,

00:52:22.306 --> 00:52:23.849
according to Dr. Cialdini

00:52:23.889 --> 00:52:25.751
and his ideas on influence

00:52:25.771 --> 00:52:27.173
and levers scarcity.

00:52:27.574 --> 00:52:28.615
If I were to do this,

00:52:29.177 --> 00:52:31.139
I would do ninety nine mugs.

00:52:32.019 --> 00:52:33.320
Ninety nine bottles of beer on the wall.

00:52:33.360 --> 00:52:33.481
Right.

00:52:33.501 --> 00:52:34.601
We play with the ninety nine.

00:52:34.621 --> 00:52:35.382
Plus you still get Wayne

00:52:35.402 --> 00:52:36.983
Gretzky's number in their status,

00:52:37.143 --> 00:52:38.764
your mug, your name or your number.

00:52:39.103 --> 00:52:40.445
Quite literally visible

00:52:40.505 --> 00:52:42.005
prestige right there.

00:52:42.505 --> 00:52:43.025
Identity.

00:52:43.567 --> 00:52:45.027
Once you're a mug club member,

00:52:45.708 --> 00:52:46.708
you act like one.

00:52:46.989 --> 00:52:48.268
Like once you're a member,

00:52:48.329 --> 00:52:49.150
you act like one,

00:52:49.210 --> 00:52:50.210
not the other way around.

00:52:50.291 --> 00:52:51.351
Like first you have to make

00:52:51.391 --> 00:52:52.251
me feel something.

00:52:52.972 --> 00:52:54.072
This is the same way with children.

00:52:54.532 --> 00:52:55.914
When you start complimenting

00:52:56.114 --> 00:52:57.235
on a little behavior,

00:52:57.695 --> 00:52:58.876
when you say that's who they are,

00:52:59.396 --> 00:53:00.117
hopefully they start to

00:53:00.137 --> 00:53:01.378
make it part of their identity.

00:53:01.918 --> 00:53:02.878
And consistency.

00:53:03.139 --> 00:53:04.039
You paid for this.

00:53:04.380 --> 00:53:05.300
You have to show up to sort

00:53:05.320 --> 00:53:06.621
of justify that logical

00:53:06.641 --> 00:53:07.483
reason of why you dropped a

00:53:07.503 --> 00:53:09.344
hundred bucks to be in a mug club.

00:53:09.384 --> 00:53:10.244
It's also the same reason

00:53:10.264 --> 00:53:11.105
that a lot of bars will

00:53:11.125 --> 00:53:12.666
have softball teams or dart leagues.

00:53:12.947 --> 00:53:13.626
Consistency.

00:53:14.007 --> 00:53:14.768
And then unity.

00:53:15.128 --> 00:53:15.708
I'm in the club.

00:53:16.228 --> 00:53:17.088
You're in the club too.

00:53:17.369 --> 00:53:19.150
This is like the members only jacket,

00:53:19.369 --> 00:53:20.550
right?

00:53:20.889 --> 00:53:21.351
Concept.

00:53:21.371 --> 00:53:22.891
So how would I use this?

00:53:23.490 --> 00:53:23.811
I don't know.

00:53:23.851 --> 00:53:25.492
I think, Tony, you're doing this right now,

00:53:25.592 --> 00:53:25.831
right?

00:53:25.871 --> 00:53:29.432
Like you have not only therapy sessions,

00:53:29.472 --> 00:53:30.913
but you have like movement members,

00:53:30.952 --> 00:53:32.514
like almost like a gym membership.

00:53:32.954 --> 00:53:33.833
Monthly, annual,

00:53:33.914 --> 00:53:35.695
or wellness plan alumni club.

00:53:36.155 --> 00:53:37.335
Discounted performance

00:53:37.375 --> 00:53:38.996
visits or tune-ups if you're a member.

00:53:39.056 --> 00:53:40.596
You pay in, right?

00:53:40.615 --> 00:53:42.396
This is Amazon's idea, right?

00:53:42.496 --> 00:53:43.197
Free shipping.

00:53:43.737 --> 00:53:44.818
You're paying for it,

00:53:44.858 --> 00:53:45.878
like you're paying for it.

00:53:45.918 --> 00:53:47.219
We know this, I know this,

00:53:47.480 --> 00:53:48.139
but I'm not giving up my

00:53:48.159 --> 00:53:49.260
Amazon Prime membership

00:53:49.280 --> 00:53:51.081
because it just feels really,

00:53:51.121 --> 00:53:51.643
really good.

00:53:52.043 --> 00:53:53.244
And then how about recognition?

00:53:53.324 --> 00:53:54.784
How could a therapist or a

00:53:54.824 --> 00:53:55.465
clinic use this?

00:53:55.925 --> 00:53:58.246
Social media shout outs, exclusive gear,

00:53:58.606 --> 00:54:00.688
like the visuals say everything.

00:54:00.929 --> 00:54:02.269
I got this because I'm a member.

00:54:02.349 --> 00:54:03.610
You can't buy this anywhere.

00:54:04.010 --> 00:54:05.351
So I saw the mug club and I was like,

00:54:05.512 --> 00:54:06.052
I feel like there's too

00:54:06.072 --> 00:54:07.233
many psychological levers

00:54:07.393 --> 00:54:08.954
not to pull on in healthcare.

00:54:09.253 --> 00:54:09.755
And we're, and,

00:54:09.974 --> 00:54:11.014
and the bar is so low in

00:54:11.034 --> 00:54:11.795
healthcare in terms of

00:54:11.835 --> 00:54:13.016
innovation in marketing and

00:54:13.036 --> 00:54:13.637
something like this,

00:54:14.137 --> 00:54:15.657
that if you did a little bit of it,

00:54:15.838 --> 00:54:17.059
I think it would go a long way.

00:54:17.478 --> 00:54:18.659
And that's my steal this strategy.

00:54:19.106 --> 00:54:20.286
man, I love this.

00:54:20.367 --> 00:54:21.887
I'm trying to think of like,

00:54:22.487 --> 00:54:23.768
what is the thing that

00:54:23.827 --> 00:54:26.449
replaces the mug in our clinic?

00:54:26.489 --> 00:54:26.889
You know, if,

00:54:27.108 --> 00:54:28.168
if we were more of like a

00:54:28.269 --> 00:54:31.650
strength based club, I could see having,

00:54:32.050 --> 00:54:32.570
I see it on,

00:54:32.931 --> 00:54:34.271
on Facebook and stuff that

00:54:34.550 --> 00:54:36.552
like thick handle, uh,

00:54:36.692 --> 00:54:37.831
dumbbell or things that

00:54:37.871 --> 00:54:39.893
people have to be able to grip and lift.

00:54:40.632 --> 00:54:40.773
Um,

00:54:41.686 --> 00:54:44.528
I love the idea from a streak perspective,

00:54:44.568 --> 00:54:45.728
like protecting the streak,

00:54:45.768 --> 00:54:46.849
maintaining the streak.

00:54:46.869 --> 00:54:48.030
You have to keep coming in

00:54:48.110 --> 00:54:51.012
order to protect your place on the wall,

00:54:51.411 --> 00:54:53.413
protect your whatever it is.

00:54:53.873 --> 00:54:56.054
If you quit, if you stop, you know,

00:54:56.094 --> 00:54:57.976
you lose that opportunity.

00:54:59.005 --> 00:55:00.927
There are so many elements in this.

00:55:00.967 --> 00:55:01.807
The question is,

00:55:01.987 --> 00:55:02.969
what's it going to be like

00:55:03.028 --> 00:55:04.291
typical physical therapy?

00:55:04.451 --> 00:55:05.911
Are you going to get a yellow TheraBand?

00:55:06.333 --> 00:55:06.853
Yeah.

00:55:07.534 --> 00:55:08.835
Are we going to are we going

00:55:08.855 --> 00:55:11.057
to go Martial Arts Academy

00:55:11.217 --> 00:55:12.699
and be like you go from the

00:55:12.739 --> 00:55:14.280
yellow TheraBand to the red

00:55:14.320 --> 00:55:16.282
TheraBand to the black TheraBand?

00:55:16.342 --> 00:55:18.485
And it's like a system.

00:55:19.326 --> 00:55:19.626
I don't know.

00:55:19.646 --> 00:55:21.389
There's got to be something there.

00:55:21.849 --> 00:55:23.170
So I thought about this and

00:55:23.250 --> 00:55:24.311
I thought about names on

00:55:24.331 --> 00:55:26.512
the wall of everybody, like a plaque,

00:55:26.692 --> 00:55:26.891
right?

00:55:26.911 --> 00:55:28.952
So there's your name, member since,

00:55:29.094 --> 00:55:29.773
because I want to show

00:55:29.813 --> 00:55:30.954
Streak how long this

00:55:30.994 --> 00:55:31.894
person's been a member.

00:55:32.416 --> 00:55:33.056
And then I would do

00:55:33.115 --> 00:55:34.536
something where everybody's

00:55:34.617 --> 00:55:36.137
name would be reset on the

00:55:36.217 --> 00:55:37.038
first of the month.

00:55:37.398 --> 00:55:38.599
And then if you visited,

00:55:38.840 --> 00:55:40.840
you have to at least come once, obviously,

00:55:40.940 --> 00:55:41.121
right?

00:55:41.161 --> 00:55:43.021
And now it's like visited in June,

00:55:43.081 --> 00:55:44.023
whatever the month is.

00:55:44.422 --> 00:55:45.523
And then if you've done ten,

00:55:46.184 --> 00:55:46.985
Now you get moved over.

00:55:47.005 --> 00:55:48.365
Not only have you come once this month,

00:55:48.405 --> 00:55:48.865
it's ten.

00:55:49.266 --> 00:55:50.786
Did you come all thirty days

00:55:50.827 --> 00:55:52.268
or whatever actually is possible?

00:55:52.349 --> 00:55:53.469
And now you're the member of the month.

00:55:53.489 --> 00:55:54.730
Like, how do I beat that streak?

00:55:55.251 --> 00:55:56.512
I was at a clinic where they

00:55:56.532 --> 00:55:57.913
would always have a challenge.

00:55:57.932 --> 00:55:59.074
There would be two different challenges.

00:55:59.094 --> 00:56:00.153
It was a strength challenge

00:56:00.173 --> 00:56:01.034
and a mobility challenge.

00:56:01.295 --> 00:56:02.896
It was just written on a dry erase board.

00:56:03.197 --> 00:56:03.516
But who else?

00:56:03.836 --> 00:56:05.197
the fastest time or the most,

00:56:05.277 --> 00:56:06.398
whatever per capita,

00:56:06.458 --> 00:56:08.018
like it wasn't just a straight up lift.

00:56:08.039 --> 00:56:08.858
It was per capita.

00:56:09.438 --> 00:56:09.880
Um,

00:56:09.900 --> 00:56:11.320
they had their name on the wall and it

00:56:11.360 --> 00:56:12.460
was like, even if you're,

00:56:12.681 --> 00:56:13.340
so if you're in the gym and

00:56:13.360 --> 00:56:14.340
you're working out, you're like, Oh,

00:56:14.402 --> 00:56:15.862
what's the worm challenge?

00:56:15.902 --> 00:56:16.402
Like, Oh, okay.

00:56:16.422 --> 00:56:17.842
And the therapist would show it like, well,

00:56:17.902 --> 00:56:18.523
I could do that.

00:56:18.563 --> 00:56:19.643
Well, here's the stopwatch.

00:56:20.164 --> 00:56:21.545
There's your content right there.

00:56:21.625 --> 00:56:21.804
Right?

00:56:21.844 --> 00:56:22.005
Yeah.

00:56:22.744 --> 00:56:22.985
Okay, well,

00:56:23.005 --> 00:56:24.945
we're going to take a video of

00:56:24.965 --> 00:56:25.746
this because we've got to

00:56:25.766 --> 00:56:26.246
be able to prove it.

00:56:26.507 --> 00:56:27.728
Do you mind if we share it, right?

00:56:27.788 --> 00:56:30.028
So now you're gamifying and

00:56:30.048 --> 00:56:30.949
you're making it fun.

00:56:31.469 --> 00:56:32.731
I can get cheaper beer and

00:56:32.751 --> 00:56:34.110
cheaper vodka at home.

00:56:34.472 --> 00:56:36.873
I go to a bar for everything

00:56:36.992 --> 00:56:38.653
else because I want people

00:56:39.114 --> 00:56:40.135
to know my name.

00:56:40.195 --> 00:56:41.675
I want to be seen in places.

00:56:42.135 --> 00:56:43.096
So how do you take that?

00:56:43.155 --> 00:56:44.197
So I like where Scott's head

00:56:44.237 --> 00:56:45.097
is at as a t-shirt.

00:56:45.657 --> 00:56:46.077
I don't know that I'm

00:56:46.097 --> 00:56:47.538
wearing the same shirt every time.

00:56:48.257 --> 00:56:50.199
I think you give out gear,

00:56:50.478 --> 00:56:51.179
but there's got to be

00:56:51.320 --> 00:56:52.619
something when I walk in

00:56:52.719 --> 00:56:55.101
every time that pulling the

00:56:55.141 --> 00:56:56.581
mug down or I'm checking in

00:56:56.641 --> 00:56:58.262
and your front desk person

00:56:58.342 --> 00:56:59.483
moves the name over to

00:56:59.822 --> 00:57:00.902
they're in the house or

00:57:00.922 --> 00:57:01.643
they've been in the house

00:57:01.684 --> 00:57:03.003
or there's some play there.

00:57:03.443 --> 00:57:04.925
And it could be a hundred different ones,

00:57:04.945 --> 00:57:05.905
whatever one works for you.

00:57:06.206 --> 00:57:07.206
And that's my steal this strategy.

00:57:07.807 --> 00:57:09.588
yeah I I love it there's

00:57:09.788 --> 00:57:10.829
there it's got to be up on

00:57:10.849 --> 00:57:12.068
the wall it's got to be

00:57:12.268 --> 00:57:14.429
visible you know I'm

00:57:14.489 --> 00:57:16.110
thinking of some of the old

00:57:16.150 --> 00:57:17.610
stuff where like you have

00:57:17.690 --> 00:57:19.230
patient success stories up

00:57:19.269 --> 00:57:20.369
on the wall but again those

00:57:20.389 --> 00:57:21.110
are people that have

00:57:21.231 --> 00:57:23.090
succeeded and left we want

00:57:23.570 --> 00:57:24.751
somebody who's succeeding

00:57:24.811 --> 00:57:26.251
right now every single day

00:57:27.132 --> 00:57:28.771
um I love the idea of the

00:57:28.891 --> 00:57:31.132
buy-in but I I prefer the

00:57:31.172 --> 00:57:33.532
buy-in to be a physical accomplishment

00:57:34.012 --> 00:57:35.634
You lifted this much weight.

00:57:35.735 --> 00:57:37.016
You did this many reps.

00:57:37.036 --> 00:57:38.717
You attended this many sessions.

00:57:38.936 --> 00:57:39.797
Whatever it is,

00:57:41.679 --> 00:57:45.302
it can match the culture of your business,

00:57:45.342 --> 00:57:46.844
but the buy-in and the

00:57:46.884 --> 00:57:50.427
commitment has to be there so that, again,

00:57:50.588 --> 00:57:53.190
if they stop, they lose the streak.

00:57:53.710 --> 00:57:55.311
You want to protect that streak.

00:57:55.351 --> 00:57:57.012
How many days did I attend?

00:57:57.072 --> 00:57:58.454
How many reps did I do?

00:57:58.474 --> 00:58:01.197
And then-

00:58:01.601 --> 00:58:02.181
Go ahead.

00:58:02.201 --> 00:58:03.402
There was a world of beers

00:58:03.501 --> 00:58:05.103
near where we went to PT school.

00:58:05.163 --> 00:58:06.003
We went like there like

00:58:06.043 --> 00:58:07.503
three days before PT school started.

00:58:07.824 --> 00:58:09.065
And if you had, I don't know,

00:58:09.085 --> 00:58:10.905
a hundred or a thousand pints or whatever,

00:58:11.226 --> 00:58:12.525
you actually got your name

00:58:12.686 --> 00:58:14.507
on a plaque on the bar.

00:58:14.927 --> 00:58:16.347
And I joined that club and I

00:58:16.407 --> 00:58:17.268
paid my whatever.

00:58:17.288 --> 00:58:17.668
And I was like,

00:58:17.768 --> 00:58:18.929
I'm going to come here all the time.

00:58:19.268 --> 00:58:20.449
And then I never went back,

00:58:20.590 --> 00:58:21.269
but they got my money

00:58:21.610 --> 00:58:22.871
because the beers are too

00:58:22.891 --> 00:58:24.411
damn expensive at the world of beers.

00:58:24.472 --> 00:58:25.211
I was like, dude, man,

00:58:25.271 --> 00:58:26.032
I want a Miller lighter.

00:58:26.052 --> 00:58:27.032
I want a Corona right now.

00:58:27.092 --> 00:58:28.335
Like, I don't want to spend, you know,

00:58:28.416 --> 00:58:30.199
nine dollars on an IPA that, oh,

00:58:30.219 --> 00:58:30.981
you had to have different

00:58:31.001 --> 00:58:31.983
beers every single time.

00:58:32.224 --> 00:58:32.905
So they were trying to move

00:58:32.925 --> 00:58:33.867
their inventory, too.

00:58:33.907 --> 00:58:34.889
So they understood the game

00:58:35.170 --> 00:58:36.112
and they got my twenty five

00:58:36.152 --> 00:58:36.813
bucks or whatever.

00:58:37.355 --> 00:58:37.976
But then I stopped.

00:58:38.755 --> 00:58:40.476
So I love the Versa climber.

00:58:40.795 --> 00:58:41.775
That was one piece of

00:58:41.815 --> 00:58:43.097
equipment I always wanted,

00:58:43.157 --> 00:58:44.838
but I knew nobody would ever use it.

00:58:45.677 --> 00:58:46.719
Um, real quick.

00:58:46.898 --> 00:58:47.818
So I'm going to say this is

00:58:47.858 --> 00:58:49.000
my parting shot because I

00:58:49.019 --> 00:58:50.139
know we're running out of time.

00:58:50.719 --> 00:58:53.101
You mentioned moving inventory.

00:58:53.762 --> 00:58:54.702
I was listening.

00:58:55.061 --> 00:58:56.902
I think it was corner office again.

00:58:57.463 --> 00:58:59.003
They were no, no, it was somebody else.

00:58:59.023 --> 00:58:59.623
They were talking about a

00:58:59.724 --> 00:59:01.324
stock market for beers.

00:59:01.364 --> 00:59:02.085
Did you see that?

00:59:02.105 --> 00:59:02.204
Yeah.

00:59:02.505 --> 00:59:03.465
I've been in one of those bars.

00:59:03.987 --> 00:59:05.369
Okay, I've never heard of this.

00:59:05.409 --> 00:59:06.791
This is fascinating to me.

00:59:06.811 --> 00:59:07.753
So basically,

00:59:08.172 --> 00:59:09.735
the more people were ordering

00:59:09.775 --> 00:59:10.416
a certain beer,

00:59:10.436 --> 00:59:12.018
the price of that beer would go up,

00:59:12.038 --> 00:59:12.818
but then there would be

00:59:12.978 --> 00:59:14.561
less popular beers that had

00:59:14.601 --> 00:59:15.461
a lower price.

00:59:15.481 --> 00:59:17.423
You could purchase different

00:59:17.443 --> 00:59:18.766
beers at different price

00:59:18.806 --> 00:59:20.206
points any time of day.

00:59:20.947 --> 00:59:21.347
Again,

00:59:21.507 --> 00:59:23.090
I don't know how you bring that into

00:59:23.190 --> 00:59:23.809
our world,

00:59:23.869 --> 00:59:25.411
but it's a gamification

00:59:25.490 --> 00:59:27.492
strategy that makes it more fun,

00:59:27.532 --> 00:59:28.353
more exciting.

00:59:28.773 --> 00:59:30.594
And if we're going to talk about research,

00:59:30.755 --> 00:59:32.396
evidence-based practice,

00:59:32.896 --> 00:59:35.018
this is the evidence I want to follow.

00:59:35.438 --> 00:59:37.518
I want to follow how do I

00:59:37.539 --> 00:59:39.400
get people to want to move more?

00:59:39.440 --> 00:59:40.681
That's the only thing I care about.

00:59:40.920 --> 00:59:43.043
How do I get people to want to move more?

00:59:43.262 --> 00:59:44.603
that research is not in

00:59:44.663 --> 00:59:46.523
physical therapy or it is, it's,

00:59:46.583 --> 00:59:47.503
it's this small that

00:59:47.563 --> 00:59:48.804
research is in psychology.

00:59:48.864 --> 00:59:50.144
That's Pokemon go.

00:59:50.204 --> 00:59:52.266
Like we do a masterclass on

00:59:52.326 --> 00:59:53.726
Pokemon go and go,

00:59:53.806 --> 00:59:55.065
how do I figure that out?

00:59:55.126 --> 00:59:56.407
Or how do I get Pokemon go?

00:59:56.827 --> 00:59:58.007
The funny part is with,

00:59:58.327 --> 01:00:00.148
so my parting shot will be, uh,

01:00:00.188 --> 01:00:01.387
the monkey bars as I make

01:00:01.407 --> 01:00:03.648
this monkey bar motion is I

01:00:03.708 --> 01:00:05.188
know you want to gamify and

01:00:05.248 --> 01:00:06.690
I know you want to move forward.

01:00:06.889 --> 01:00:08.449
The only way to do that to

01:00:08.590 --> 01:00:10.391
truly move forward is you

01:00:10.431 --> 01:00:12.094
got to let go of some of

01:00:12.134 --> 01:00:13.135
the old things you have to

01:00:13.175 --> 01:00:14.476
do low ride out the only

01:00:14.496 --> 01:00:16.018
way for Disney to put in a

01:00:16.059 --> 01:00:17.199
new ride so people would go

01:00:17.239 --> 01:00:18.242
I've got to come back

01:00:18.601 --> 01:00:19.864
Disney understood I got

01:00:19.884 --> 01:00:21.224
some freak Disney people I

01:00:21.264 --> 01:00:22.347
love you but going like

01:00:22.367 --> 01:00:23.128
three times a year as an

01:00:23.148 --> 01:00:23.989
adult is a little weird for

01:00:24.009 --> 01:00:25.610
me but those people are

01:00:25.650 --> 01:00:26.210
always going to come

01:00:27.014 --> 01:00:27.213
Right.

01:00:27.414 --> 01:00:28.815
So you're getting new people to come.

01:00:29.115 --> 01:00:30.356
Or how do you get those

01:00:30.396 --> 01:00:32.579
people to come back and spend more?

01:00:32.958 --> 01:00:34.420
Disney had to get rid of the

01:00:34.460 --> 01:00:35.780
teacups eventually or

01:00:35.900 --> 01:00:37.382
something because he only

01:00:37.422 --> 01:00:39.523
had a hundred thousand acres,

01:00:39.543 --> 01:00:40.025
whatever it was.

01:00:40.425 --> 01:00:42.146
So he let the audience tell

01:00:42.186 --> 01:00:43.327
him not with the survey.

01:00:43.887 --> 01:00:45.268
They voted with their time.

01:00:45.528 --> 01:00:47.130
The whatever ride got the

01:00:47.190 --> 01:00:48.711
fewest turnstile spins.

01:00:49.371 --> 01:00:50.012
is gone.

01:00:50.333 --> 01:00:51.634
And it just, poof, it disappeared.

01:00:51.753 --> 01:00:53.835
And people were pissed emotionally,

01:00:54.496 --> 01:00:55.538
but then why didn't they write it?

01:00:55.757 --> 01:00:56.338
They would have told you

01:00:56.358 --> 01:00:58.199
they love the teacups, but it's boring.

01:00:58.260 --> 01:00:59.161
So they had to move that out

01:00:59.181 --> 01:00:59.762
so they could get the new

01:00:59.782 --> 01:01:00.623
Star Wars right in there.

01:01:01.003 --> 01:01:01.943
We're back on Tuesday.

01:01:02.304 --> 01:01:03.525
Dave Kittle will most likely

01:01:03.565 --> 01:01:06.268
be here unless he's still

01:01:06.288 --> 01:01:08.130
got that voice issue or

01:01:08.150 --> 01:01:09.570
he's gone over the falls in

01:01:09.610 --> 01:01:10.192
Niagara Falls.

01:01:10.652 --> 01:01:11.572
uh take a listen to the dave

01:01:11.592 --> 01:01:12.992
kittel show learn medicare

01:01:13.032 --> 01:01:14.474
billing uh and we should

01:01:14.534 --> 01:01:15.635
probably start growing the

01:01:15.675 --> 01:01:17.076
facebook group or do a side

01:01:17.115 --> 01:01:18.356
I was just thinking like we

01:01:18.376 --> 01:01:19.177
just talked about creating

01:01:19.257 --> 01:01:20.797
community around a mobile

01:01:20.818 --> 01:01:22.157
therapist or whatever maybe

01:01:22.177 --> 01:01:23.518
we want I know we we capped

01:01:23.579 --> 01:01:24.860
that one facebook group

01:01:24.880 --> 01:01:26.380
we're at a thousand people

01:01:26.501 --> 01:01:28.001
I like that scarcity maybe

01:01:28.041 --> 01:01:28.822
we have a different one or

01:01:28.842 --> 01:01:30.322
maybe we let we only let a

01:01:30.402 --> 01:01:31.824
hundred people in if they

01:01:31.844 --> 01:01:32.963
can prove they somehow did

01:01:33.043 --> 01:01:34.465
something right we'll talk

01:01:34.505 --> 01:01:35.405
about that on tuesday have

01:01:35.425 --> 01:01:36.025
a great weekend guys

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