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AI is everywhere in PT right now—but most owners are trying to plug “new tech” into broken workflows and then blaming the tool when it fails. In this episode of Front Row, Back Row, Brian and Owen sit down with special guest Jerry Durham to talk about what actually moves the needle: people, process, then tech.
We break down why the “front desk” is not one job, but three distinct roles—the Voice (sales/conversion), the Face (in-clinic experience + collections), and Back Office (admin/verification/billing coordination). Jerry explains what breaks first when one person is expected to do all three (hint: conversion), why “point solutions” don’t fix system problems, and how to think about AI as a coordinator of work—not a replacement for humans.
If you’re tempted by voice agents, benefit-check automation, or the latest AI workflow… start here.