ATI Physical Therapy went private but what does it really mean?

Dave Kittle, Tony Maritato, and Jimmy McKay break down the collapse and privatization of ATI Physical Therapy and reimagine what they would do if they owned it. From debt-fueled SPAC deals to turning patient data into a business asset, the trio takes a sharp, sometimes funny, and often brutally honest look at the PT industry.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:14] — Dave's Off-the-Cuff Insights

[01:11] — ATI Going Private

[01:49] — ATI's Financial Struggles

[03:32] — Comparing ATI and US Physical Therapy

[04:17] — Benefits of Going Private

[04:35] — Creative Solutions for ATI

[05:57] — Leveraging Existing Resources

[06:32] — Monetizing Patient Data

[07:12] — Ethical Considerations in Marketing

[10:34] — Challenges in Building a Tech Platform

[11:44] — Potential Partnerships and Lead Generation

[13:15] — Advertising and Patient Engagement

[18:49] — Real Estate and Business Model Changes

[20:13] — Scaling Physical Therapy Services

[21:31] — Reflecting on ATI's Downfall

[22:06] — SPAC Deal and Financial Missteps

[27:06] — Organizational Decline and Culture Issues

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

What if Amazon built an EMR? Or if AI handled evaluations while clinicians focused only on what humans do best?

We dive into the collision of artificial intelligence, marketing-first healthcare design, and the evolving role of therapists. From “red button” patient moments to the possibility of unlicensed care companions, the conversation pushes beyond compliance and into the future of patient-centered innovation.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:00] — Discussion of In-Person vs Virtual Healthcare

[01:11] — Introduction to AI in Physical Therapy

[02:39] — Marketing-First EMR Systems

[03:43] — Capturing Patient Moments

[04:50] — Legacy EMR Systems and Their Limitations

[06:49] — AI Scribes and Documentation Technology

[08:58] — Patient Payment Experience and Friction Points

[12:32] — AI's Role in Diagnosis

[14:35] — Walmart EMR Concept Discussion

[17:46] — Healthcare Service Customization

[35:33] — Future of Physical Therapy and Unlicensed Care Models

[39:04] — Future of Unlicensed Healthcare Workers

[50:07] — Alternative Career Paths in Healthcare

[54:02] — Parting Shots

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.

Do viral stunts actually help small clinics or just big brands? We break down branding vs direct response and show a simple content cadence any PT owner can ship this week.

Viral stunts don’t book evals trust and clear offers do. In this episode we contrast big-brand awareness plays with local PT direct response: ship B-plus videos consistently (they beat A-minus work that never publishes), aim for a simple cadence (4–5 Shorts/day when you can. Tony's one page passed 9M+ views doing this), and use AI only as a pattern interrupt, never for testimonials. Capture HIPAA-safe, consented “care moments,” script outcomes over exercises, and follow a weekly plan that compounds. Keep patients coming back with the simple mantra: adequate, affable, accessible.

Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast

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EPISODE BREAKDOWN

[00:55] – Astronomer's Viral Marketing Blunder

[01:58] – The Role of Celebrity Endorsements Are they worth it?

[03:21] – Evaluating Marketing ROI

[07:53] – Branding and Sponsorship in Sports

[12:51] – Social Media and AI in Marketing

[17:41] – Applying AI in Home Exercise Videos

[18:47] – The Rapid Evolution of Technology

[20:51] – Innovative Uses of AI in Social Media

[22:41] – Experimenting with AI in Video Creation

[28:47] – Leveraging Social Media for Business Growth

[30:10] – The Value of Imperfect but Consistent Content

[34:28] – The Importance of Content Consistency

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Want to Connect with Dave?

Book a strategy call:

https://clarity.fm/davekittle/expertise/physical-therapy-merger-acquisitions-valuations-healthcare-marketing-sales

Thinking of selling your practice or partnering?

https://www.fieldmakergroup.com

Connect with Dave:

Email: Dave@Conciergepainrelief.com

Instagram: @davekittle https://www.instagram.com/davekittle/

LinkedIn: https://www.linkedin.com/in/davekittle/

or

Call (646)-781-8884

Hosted on Acast. See acast.com/privacy for more information.