Advertise on podcast: The Dave Kittle Show

Dave Kittle did something most practice owners would never consider: he publicly posted one of his one-star Google reviews. Dave and the guys break down why imperfect and unexpected content can outperform polished marketing, how negative feedback can clarify who your practice is actually for, and why taking a stand matters. Then Dave shares the behind-the-scenes challenge of delegating his front desk to virtual assistants and what the process is teaching him about systems, scheduling, training, and actually running a business. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] — Why This Show Doesn’t Have a Filter [03:45] — Why Changing Your Opinion Is a Good Thing [07:34] — Dave’s 1-Star Google Review [10:58] — Why Boring Content Doesn’t Work [13:31] — Turning Bad Reviews Into Good Marketing [18:22] — Tony Joins the Conversation [19:03] — Dave’s Virtual Front Desk Experiment [21:05] — Training VAs and Scheduling Home Visits [24:40] — Do You Want a Business or Just Clinical Freedom? You get a 1-star Google review. What do you do? A) Ignore it B) Try to remove it C) Respond professionally D) Make a video about it 😅 Dave chose D. Would you ever publicly use a bad review in your marketing? - 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: [email protected] 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.

Could most traditional outpatient physical therapy eventually be replaced by home programs, AI, and lower-cost care models? Dave Kittle and Tony break down reimbursement pressure, bundled payments, AI, premium cash-pay PT, and why the future of outpatient therapy may look completely different from the model clinicians know today. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] — Should You Hire Skill or Develop It? [02:03] — Who Fits a Premium PT Model? [05:16] — New Grads, Culture Fit, and Hiring [07:18] — Why We Stopped Hiring [09:07] — What a 15-Year Employee Taught Us About Hiring [12:21] — Interviewing for Core Values [15:21] — Are Surgeons Referring Less Physical Therapy? [16:51] — Why Insurance Is Squeezing Outpatient PT [21:01] — Could AI Disrupt Outpatient Ortho? [28:57] — Premium PT, Scale, and the Equinox Model Tony says: “80–90% of what outpatient ortho does could be wiped out tomorrow.” Not because patients stop needing help. But because some of that care could potentially be delivered through: A) AI B) Home exercise programs C) Lower-cost remote care D) All of the above Do you think he’s right? And if he is… what does a physical therapy clinic look like 10 years from now? - 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: [email protected] 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.

A PT candidate showed up late to a phone interview… while driving. Dave Kittle explains why he ended the process, the red flags he watches for when hiring therapists, and how he uses multiple interviews and reference checks to predict whether someone will actually be reliable after they’re hired. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] — Reference Checks Are Usually Formalities [02:13] — Reliability Matters More Than Talent [03:15] — When Talent Lets the Team Down [05:12] — How to Hire for Reliability [06:46] — Dave’s Multi-Step Interview Process [09:21] — The Candidate Who Took an Interview While Driving [13:11] — Set Expectations or Test Candidates? [18:11] — Why Employee Behavior Changes Over Time [22:14] — Dave’s Reference Check Strategy You schedule a job interview for 11:00 AM. The candidate misses the call. They call you back 6–8 minutes later… while driving. What do you do? A) Keep going B) Reschedule C) End the interview D) Depends on the rest of their resume Dave chose C. What would you do? - 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: [email protected] 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 PT clinics stopped selling visits and started selling the outcome patients actually want? Dave Kittle breaks down his experiment with results-based PT packages, why therapists struggle to confidently present premium plans of care, and why $350 per visit may be the wrong thing to sell altogether. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] — Why Physical Therapy Has to Evolve [05:40] — Trends Change. PT Should Too. [09:44] — Networking and Recruiting Differently [18:41] — Reinventing the PT Business Model [21:11] — Should We Rename Physical Therapy? [25:50] — Marketing PT: Show, Don’t Tell [29:56] — Inside Dave’s $175 Mailer Experiment [31:17] — Stop Selling Visits. Sell Outcomes. [33:50] — Why Results-Based Packages Are Hard to Sell [35:43] — The PT Commodity Trap [39:41] — What PT Can Learn From Higher Education [44:41] — Should Therapists Handle the Sale? [45:44] — Using AI to Coach PT Sales [50:31] — Will AI Become the Salesperson? Would you rather sell: A) $350 per PT visit B) 12-visit package C) A complete program built around one specific patient outcome D) Something else entirely And if you picked C: How would you explain the price without making it feel like a sales pitch? - 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: [email protected] 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.

Dave trains his virtual assistant to handle the hardest question in premium PT: “Why would I pay $350 when I already have insurance?” They role-play objections, break down Meta vs. Google leads, and show how a $97 evaluation turned into a $3,000 package. --- ⏱️ EPISODE BREAKDOWN [00:00] — Ad Campaign Overview [01:03] — The 4-Step Lead Form [03:28] — Qualifying Self-Pay Leads [07:56] — Chris Voss and “No” Questions [10:56] — The 3 Types of Lead Mindsets [13:02] — Using Form Answers to Handle Objections [15:57] — Role-Playing the Insurance Objection [17:37] — How $97 Became a $3,000 Package [25:15] — Why Speed to Lead Matters [30:15] — Framing Value vs. Insurance [32:47] — Google Leads vs. Meta Leads [41:33] — Why Friction Improves Lead Quality [46:46] — Handling After-Hours Leads [49:22] — The Economics of a Free Visit You’re selling premium PT at $350 per visit. The prospect says: “But I already pay for insurance. Why wouldn’t I just use that?” What do you say? Drop your response below 👇 Then watch how Dave coaches Luis through it in this episode. - 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: [email protected] 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.

I hired a virtual assistant in Costa Rica to help book premium PT patients in New York City and he might be better at selling it than I am. I break down what Luis is doing differently, how we trained him, and why his approach is converting skeptical self-pay leads. --- ⏱️ EPISODE BREAKDOWN [00:00] — My Virtual Assistant Sells PT Better Than Me?! [00:40] — Why Luis Stands Out [02:37] — Could He Train the Next Sales Rep? [03:31] — A New Marketing Curveball [05:05] — Inside Our Lead Follow-Up System [08:28] — Facebook vs. Instagram Leads [08:56] — Reviewing the Ad That’s Bringing in Leads [11:37] — The Sales Message Behind the Ad [14:33] — Why Social Media Makes Him Better at Sales [16:42] — Selling to High-Profile Clients With Confidence [19:18] — The Prospect Journey [21:42] — From Lead to $350/Visit Patient Would you trust a virtual assistant outside the U.S. to handle your PT leads? A) Yes, with enough training B) Only for basic follow-up C) No, sales should stay in-house D) I already use one E) I’d try it if the numbers worked And for PT owners already using VAs: What’s the hardest thing to train sales, scheduling, objections, or follow-up? - 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: [email protected] 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 actually makes a PT practice valuable? Dave Kittle, Tony Maritato and Jimmy McKay break down the systems, tech stack, content, recruiting and business model choices that can turn a physical therapy practice from an owner-dependent job into an actual asset. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] – Tools Not Partners [00:54] – EMR And Resale Value [02:40] – Nine Questions Framework [03:42] – Cheaper Costs More [05:03] – What Is Your Tech Stack [06:10] – Accounting Tools Debate [07:34] – Patient Studio Setup [08:41] – Software As Interchangeable [09:03] – Tool Versus Partner Debate [09:50] – One Platform Vs Point Solutions [11:17] – Switching EMRs Nightmare [13:33] – Due Diligence Before Buying [14:22] – Social Media Growth Playbook [18:08] – Content Psychology And Authenticity [21:56] – Hiring Pipeline And Parting Shots PT owners what creates the most value in a practice besides revenue? A) Staff B) Patient database C) Referral relationships D) Systems / SOPs E) EMR + tech infrastructure F) Marketing engine G) Recruiting pipeline H) Brand / reputation And the bigger question: Could your practice continue operating without you? - 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: [email protected] 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.

Two PT clinics generating roughly $400K in annual revenue sounds interesting until you realize they’re averaging only about $59.70 per visit. The guys break down what a buyer is actually acquiring: staff, contracts, patients, location, relationships or potentially just another job. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] – Revenue Per Visit Shock [00:50] – Therapist Positivity Mindset [01:51] – Can PTs Charge 200 [03:00] – New Coaching App Trend [03:45] – Niche Audience Strategy [05:57] – Monetizing Audience Evolution [07:02] – Knee Pain Advice Value [09:14] – Jimmy Joins The Call [09:32] – Summit And Bourbon Story [10:28] – Practice For Sale Breakdown [11:00] – The Listing Details [12:41] – Tony Spots Red Flags [14:11] – $59 per Visit? [15:30] – What Is Actually For Sale [20:41] – Who Would Buy This? Would you buy this practice? 2 locations ~$400K annual revenue ~6,700 visits/year ~$59.70 revenue per visit Existing staff + referral relationships What would you investigate first before making an offer? And would you view this as: A) Opportunity B) Turnaround project C) Buying yourself a job D) Valuable only to a larger operator - 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: [email protected] 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 makes physical therapy truly premium? Join the guys this week as they tell all about the patient experience, hiring the right clinicians, cash-pay psychology, premium positioning, direct-mail marketing, and why great clinical care alone may not differentiate your practice. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] – Paying Changes Commitment [00:51] – Premium Care Vibe [01:48] – Small Practice Magic [03:16] – Selling The Experience [04:55] – Limits Of Scaling Relationships [05:51] – Portfolio Of Cash Practices [07:44] – Hiring Is The Business [08:35] – People Process Product [09:57] – Affinity And Likability [11:11] – ARC Triangle Framework [13:04] – Interview Funnel Red Flags and Hiring Process [15:29] – Postcard Campaign Results [21:01] – Analog Marketing Swipe File [23:47] – Ad Copy For Skeptics [25:48] – Parting Shots What actually makes PT “premium”? Is it: 1. One-on-one treatment 2. Same therapist every time 3. Better service 4. More convenience 5. Stronger relationships 6. Better results 7. All of the above Tony said something on this week’s episode that sums it up well: “I don’t sell physical therapy. I sell an experience.” - 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: [email protected] 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.

Why do premium PT clinics keep patients longer? Dave Kittle, Jimmy McKay, and Tony Maritato break down what makes premium physical therapy feel more valuable and why better retention often comes from continuity, certainty, service, and experience. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:51] Pricing Golf PT Concierge Idea [02:09] Could It Sell In NYC [03:36] Front End vs Back End Offer Structure [05:41] Naming Your Offer [06:44] Niche PT For Dentists [07:10] Instagram Fall Training Clip [09:16] Fraud And Scope Questions [10:24] Licensing Moat Debate [11:22] Burnout and Finding Your Niche [14:10] Competition Like Uber Airbnb [15:53] Hotels vs Airbnb Marketing [20:00] Positioning Cash PT Better What do you think makes patients stay longer in a premium PT clinic? A) One-on-one care B) Better continuity C) More convenience D) Better service / experience E) Clearer plan of care F) Something else If you own or run a clinic, what’s one thing you do that makes patients want to keep coming back? - 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: [email protected] 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.

Should physical therapists expect patient care alone to create wealth? The Breakfast club debate PT salaries, retention, premium offers, business ownership, social media, career fit, AI and why the future value of physical therapists may come from solving increasingly complex problems. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- ⏱️ EPISODE BREAKDOWN [00:00] – PR Slights in Sports [00:56] – Sophie Cunningham Goes Viral [02:36] – Tom Brady PR Stunts Debate [05:44] – PT Wealth Beyond Patient Care [07:53] – Clinic Metrics and Retention [10:37] – Jimmy Shows and Tell [14:28] – Purple Cow Clinic Marketing [17:47] – Lightning Rod Marketing Lessons [21:05] – Simplifying Expertise and Pay Talk [23:18] – PT Money Talk and Inflation [27:17] – Conservative Life Debate [28:14] – Salary Floor vs Ceiling [29:54] – Career Cuffing Season [31:11] – Make Money Then Serve [33:11] – Moneyball Job Scorecard [35:47] – High Ticket Offer Idea [39:07] – Business Problems This Week [42:51] – AI From Google Reviews [45:43] – Golden Mile and AI Future Proof Care PTs: Would you rather have: A) $150K salary + high-volume job B) $110K salary + great schedule/culture C) $90K clinical job + another income-producing asset/business D) Own the clinic and accept the risk/upside And second question: Do you believe patient care should be your primary wealth-building vehicle? - 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: [email protected] 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.

How do physical therapy clinics turn social media into actual patients? Dave Kittle, Jimmy McKay and Tony Maritato break down 18 million Facebook views, AI-powered content analysis, raw TikTok videos generating PT leads, platform algorithms, engagement, and the simple formula of attention → trust → action. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] Launching TikTok Leads [02:03] Dave Says "Know The Game" [03:15] Personality Over Stability [04:01] Who Sells The Career [05:44] Burnout And Fit Debate [06:30] ChatGPT Social Audit [09:27] FITVP For Content [10:57] Platform Shifts And Focus [12:39] Becoming The Knee Resource [15:00] What Clinics Should Do [16:02] Raw Phone Content Strategy [18:00] Posts That Spark Comments [18:55] Make Media Social [23:15] Attention Trust Action [30:00] Parting Shots PT owners: What is currently stopping you from posting more content? A) I don't know what to post B) I think the quality needs to be better C) I don't have time D) I don't believe it will actually generate patients And if you’re already posting: Which platform is giving you the best return right now? - 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: [email protected] 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.

Why are physical therapists burned out and would more money actually fix it? The Breakfast club debate PT burnout, high-volume practice, salaries, patient load, hiring, clinician expectations and whether they would still become physical therapists today. Watch more from PT Pintcast →https://www.youtube.com/@PTPintcast --- EPISODE BREAKDOWN [00:00] – Burnout Then vs Now [00:52] – APTA Survey Sparks Debate [01:31] – Why Burnout Hurts Care [02:31] – Hiring When Candidates Burn Out [04:43] – Defining Burnout Clearly [05:22] – WHO Three-Part Burnout Model [07:08] – What Burnout Feels Like [08:04] – Hard Work vs True Burnout [08:44] – LinkedIn Poll What Clinicians Want [10:18] – Dave’s Early Career Pressure [12:23] – Recruiting Without Ragebait [13:37] – Systems Boundaries and Ownership [16:59] – Would Pay Raises Solve Burnout [19:04] – Students Culture Fit and Hope [23:33] – Grass Is Greener and PT Going Bigger PTs — when you say you want fewer patients per day, what do you ACTUALLY want? A) More time with each patient B) A buffer between patients C) Both D) Honestly… just fewer patients And second question: If your salary increased $25,000 tomorrow, would it meaningfully change how you feel about your job? - 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: [email protected] 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 can physical therapists learn from a 255-million-view street basketball video? Dave Kittle, Jimmy McKay and Tony Maritato break down viral-content psychology, AI-assisted PT content, simple hooks, promised payoffs, recruiting, pricing, and why PT owners often overcomplicate ideas that should be simple. EPISODE BREAKDOWN [00:00] The Crash [01:06] AI Pool Compression Idea [01:56] Rapid Safety Content Ideas [02:29] Simple Ideas Win [03:37] Steal And Remix Content [04:19] Pre Sell Before Building [05:12] Human Are The Bottleneck [06:45] Boosting Posts For Resumes [08:22] Relocation Offer And Retention [09:18] New Role At Prompt [11:36] 255 Million View Reel [13:41] Why People Watch To The End [15:13] Apply Viral Tricks To PT [17:55] Youth Theater Fundraising [19:57] Mailbox Pricing And Value [23:50] Sick Calls And Coverage Systems [30:35] Parting Shot PTs: What piece of content outside of healthcare have you seen recently and thought: “I could make a PT version of that”? Drop the format below—not the exact copy. And bonus question: Would you watch a knee-replacement video longer if it started with: “82° today. Can we hit 90° before the end of this session?” - 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: [email protected] 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.

Can APTA, Medicare or private insurers actually fix physical therapy reimbursement? The guys debate PT payment reform, cash-pay practice models, controlling your own pricing, alternative revenue streams and why practice owners may need to stop waiting for someone else to solve their economics. EPISODE BREAKDOWN [00:00] – Nothing Works on Payment [01:12] – Live Tweeting Trouble [02:22] – Oversharing Sells Tickets [03:48] – Napster And Trailers Lesson [05:01] – Payment vs Reimbursement [06:52] – Reference Committees Explained [07:56] – Debating Tiny Wording [09:01] – No Hope For Pay Increases [11:46] – Why Cash Pay Is Rising [12:36] – Advocacy Wins or Just Slower Loss [14:16] – Why Not Unplug From Insurance [15:41] – Self Pay Cashflow Reality [17:47] – Mailbox Guy Business Lesson [20:51] – Monetizing PT Skills PT owners: Which side are you on? A) Advocacy can eventually meaningfully improve PT payment B) Advocacy matters, but reimbursement will never keep up C) PTs need to move toward more cash-pay/direct-to-consumer models D) We need both And what would you consider a meaningful reimbursement win—3%, 5%, 10%? - 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: [email protected] 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.