On this episode of PT Breakfast Club, Jimmy McKay, Tony Maritato, and Dave Kittle unpack one of the profession’s loudest conversations: burnout.

But instead of stopping at “PTs are burned out,” they push into the more useful question: what are clinicians actually asking for when they say they want fewer patients?

More time? A buffer between visits? Better systems? Less emotional carryover? A job that matches the version of the profession they thought they were entering?

The crew also asks the dangerous dinner-party question: would you become a PT again? Tony and Dave both say yes, but with caveats. They’d understand market forces sooner, think differently about ownership, and build earlier.

In the second half, the conversation pivots to social media, AI, and clinic growth. Tony shares how he’s using Meta AI, ChatGPT, and Gemini to analyze what is actually working across his content. Dave explains how TikTok is already creating real patient conversations for Concierge Pain Relief. Jimmy ties it together with a lesson from his talk to PT students in Colorado:

Attention leads to trust. Trust leads to action.

And the big takeaway for clinics?

Stop trying to create “social media.”

Create media that is social.

Big Ideas

Burnout needs a clearer definition before PT can solve it.
“Fewer patients” may actually mean more time, recovery, documentation space, or emotional reset.
Better pay might help, but it does not automatically fix workplace dissatisfaction.
PT students are still fired up about the profession, and that matters.
Future clinicians need to understand market forces, not just anatomy and interventions.
Social media is not just marketing fluff. It is attention, trust, and patient behavior.
Clinics should stop overproducing and start documenting real moments.
AI can help clinicians and clinic owners understand what their audience is telling them.
The FITT-VP principle works for exercise, communication, business, and content.

Best Line

“Don’t try to create social media. Try to create media that is social.”