Make 100 Mediocre Things!

Your clinic is already full of content. You just may not be noticing it. In this episode of PT Breakfast Club, Tony Maritato and Jimmy McKay dig into what is actually working in physical therapy content right now. Jimmy shares what he is learning from LinkedIn, including why heat maps, rankings, dogs, sneakers, and “PT but make it…” posts perform well. The reason is not magic. People engage when they can identify with something, argue with it, correct it, or add themselves to the story. Tony shares what is working on Facebook, including AI-generated knee replacement images, real patient photos, simple text prompts, and posts that invite patients to talk about their own experience. Some of the highest-performing posts are not polished videos. They are simple, direct, and built for conversation. That leads to a bigger point: media should be social. Clinics do not need to produce perfect videos. They need to tell real stories, ask better questions, and get more reps. The conversation then turns to hiring. Jimmy explains why most PT job posts sound exactly the same: competitive salary, fast-paced environment, great culture, mentorship, and all the beige phrases that say almost nothing. If every job post sounds the same, the clinic pays a sameness tax. Tony pushes the conversation into access and rationing care. If patients cannot get into PT for weeks or months, referral sources may eventually stop referring. Same-day or next-day access may be a differentiator, but it also changes the business model, staffing model, and documentation burden. The episode wraps with charting beer, call-in show energy, TikTok rage bait, viral injury stories, and the reminder that content creation works like physical therapy: one perfect rep does not change much. The reps do.