Today, I made the case that patients don't pay for research or clinical credentials — they pay for "the magic," and that's the real litmus test for whether a PT is worth what they're asking for.
- Introduced two litmus tests for a PT's true value: how many patients specifically call and ask for them by name, and how much of a fuss gets kicked up when you try to move them to another provider
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- Argued that devotion, communication, and basic human courtesy (eye contact, please and thank you) build a practice far more than clinical research ever will, using the barbershop/loyalty analogy to make the point
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- Shared the story of growing his own caseload from 15 to 71 patients through sheer devotion and desire, with no marketing systems at all, to illustrate what separates a great PT from an average one
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