Content Is Not The Business. Patients Are.

This episode is a practical clinic-owner conversation about marketing that actually has a job to do. Jimmy McKay, Dave Kittle, and Tony Maritato talk through content creation, direct mail, therapist branding, anonymous posts, AI comments, and why PT clinic owners need to understand the game they are playing before spending money or time. Key insights from the discussion: • Content should attract something specific: patients, referral partners, or staff. • Local positioning matters more than generic posting. • Direct mail can work when clinic owners commit to testing over months, not days. • A new therapist can become a visible local authority if the clinic builds content around them. • Seasonality affects some PT clinics heavily, especially in markets with snowbirds or summer travel. • Anonymous posting and AI comments may create noise, but they rarely build trust. • Showing real clinic interactions can help other PTs learn and give patients a clearer sense of the experience. Why this matters for busy PTs and clinic owners: Most clinics do not have a content problem. They have a positioning problem. This episode shows how to connect marketing activity to real business goals: booked evaluations, stronger staff visibility, better local awareness, and more trust before the first patient visit. GUEST LINKS Dave Kittle YouTube: The Dave Kittle Show Tony Maritato YouTube: Total Therapy Solution Jimmy McKay YouTube: PT Pintcast SPONSORS SaRA Health EMPOWER EMR U.S. Physical Therapy

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Content Is Not The Business. Patients Are. is an episode from PT Pintcast by Jimmy McKay, PT, DPT | Physical Therapy Podcast.

This episode is 1:01:38 long.

This episode was published on Jun 4, 2026.

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