233: Personality, Philsophy, and Passion: Differentiate in the Marketplace, Create Noise, and Take Meaningful Risks with Frank Gibson

Robert Plank 0:00 Robert Plank Show, episode 233, personality, philosophy and passion, differentiate in the marketplace, create noise and take meaningful risks with Frank Gibson. Hey everyone, and welcome back to the program. We're joined today by Dr Frank Gibson, and he's a successful businessman, an entrepreneur, a medical practitioner and a scientific researcher, and he's appeared on over 50 TV and radio programs in the US and Europe, including the PBS series and American milestones. We're going to talk about some really cool stuff today. And the thing that that really interests me and excites me about what Frank's about to tell us is that it he's living proof that it doesn't matter what age you are, what age your customers are, it doesn't matter if there's already some establishment in place in your niche. It doesn't even matter too much what your niche is or what sort of changes happen. He has some pretty cool numbers and some pretty cool success stories to share with us. So Mr. Frank, welcome to the program. Hey, Robert,

Frank Gibson 0:59 thanks for having me. I'm really excited about the activity and what you do. I've been following you a little while, and it's good, so I think we're gonna have some fun today, cool

Robert Plank 1:08 and share some cool knowledge. And so can you kind of tell us about like, you know what you're all about and what you do specifically?

Frank Gibson 1:14 Yeah, Robert, my work gives people a chance to get their life back, restoring dignity, self respect and a chance to fix all their past mistakes. It's one of the best things I've ever done in my life. I put families back together, accelerate careers, and have helped 8000 people restore their lives through a program that I created that helps people with alcohol use disorders. And that's an important thing in this country, because right now, there's 15 million Americans that don't seek treatment for their alcohol disorder, and we're changing that I had, as you know, my several careers, I moved away from an easy life into creating a new industry challenging the outdated addiction treatment protocols that we have in the world today. I started a revolution in the industry, and tell you the truth, I couldn't have done it without, without really understanding some of the things and getting some experts like you to to help me understand what you do in the modern world. When you have a product that everybody needs, it's kind of, you know, expensive for for some people. But you know, the point is, just like you said, you can do it. We don't have any barriers to anything we do. And that's kind of the message I felt in some of the things and some of the guests I've heard you with, so they can talk a little bit about that, and at the end, what can talk a little bit more about, about our program and what we do,

Robert Plank 2:35 okay? And just to sort of make sure we're all on the same page, I mean, I'd kind of like to to mention the program first, that way we can sort of talk about what you've done to promote it, and sort of how you came from having the idea to having something finished. So, I mean, what is this, this high ticket product specifically, and like, what's it called, and where can people get it? Just so we can sort of follow along here. Well, the

Frank Gibson 2:56 program is called The Last call program, and I developed this because I had three state licensed medical clinics, and I realized that the horrors of alcohol use disorders were were such a big problem to 18 million Americans every year, plus their families and treating people that came in for various disorders, high blood pressure, blood sugar, problems, about 40% of What I was being asked to cure were diseases exacerbated or caused by the excessive use of alcohol. I became aware that of the 14,000 treatment centers in the US, most of them are stuck in a 1950s era treatment protocol with no modern advances that utilize the current science of alcohol addiction. So I created the last call program. You can find it online at last call program.com it's based on science, not occupancy rates, with fewer than 7% of people in need seeking treatment. I looked at the barriers and why people weren't seeking treatment, and I had it in my clinics. It was $7,500 and my son, who was a lot more tech oriented than me at the time, and let's get it out of a clinical setting, beat down the barriers and get it directly to the to the clients. We removed the barrier of cost, dropping the price almost $7,000 we also eliminated the social stigma, stigma because it was completely anonymous, it is, and we developed an at home eight week life changing program that's proven to restore lives for over 8000 people.

Robert Plank 4:27 Awesome. And so, so you mentioned in there that, okay, so the the problem that was existing before you showed up was that a lot of these, you know, like clinics and places like that, they they had, like, a 1950s sort of approach. And so, I mean, what does that mean exactly? Does that mean, like, They that mean, like, they were more about, like, the Alcoholics Anonymous kind of stuff, or, like, what was the world like before you came along? Well,

Frank Gibson 4:49 I started this in 1993 in my clinics, and it was way behind. Then. It's catching up a little bit among the experts. What we have, basically is a treatment protocol. That's based on putting people in an asylum for 30 days and hoping that they can come out and control their body so they don't crave excessive alcohol. I created a product called so brexa that creates an opera by opportunity for the body to change so it no longer craves excessive alcohol. And this was, this was a huge change. And you know, there was actually a lot of people against what we're doing, because we're not of the abstinence side. In other words, all the other programs and today, even the AA and most the treatment centers, they demand complete abstinence. But science proved and everyone agreed and that by 2011 the National Institute of Health, the Society for of Addiction Medicine, this is a brain chemical disease, and you have to address disease because you can't go through life trying to control not drinking it. So what happens is that clients come to us and they could be drinking a half court of Jim Beam, you know, a week or a day, and we tell them not to stop drinking, because we don't want them to have to get, you know, have a problem and have to go get detox. And actually, none of our clients have required an inpatient detox. So they start using the sobrex, and weeks go by two, three weeks, they start to leave a drink unfinished. They start to not want it. So at the end of eight weeks, just eight weeks, they can stop taking the product, and that's just incredible, even for me and I created, I've been doing this for 26 years, and still hard to believe the potential the human body to do that, and if they start to slip, and they're looking for the third beer, and we're not telling the drink, we're telling that we'll get their body in in a balance, like my body's in balance. I drink a little wine, but most time, three, four ounces of wine, that's that's all I want. I see alcohol as a an addition to my life. It's not an addiction, and 82% of the people that use alcohol never have a problem with it. So what we're saying to people is this is possible, to rebalance your body, because your body is amazing, we basically created a health plan,

Robert Plank 7:03 awesome. So you basically had this, had this new solution. You had this so brexa thing that you use locally. And I'm looking at the package you have here. So now you're selling this at $690 and you have nine bottles of the sorex. So you have a little bit of some sort of stress producer thing. You have a DVD, a wellness guy, this whole like package. And so we were talking before this call. And so am I? Am I right in hearing you in that so to take this, the sobrex thing that you, the supplement that you develop locally, and to get it online, to do all the marketing, it's only been 10 weeks and it's just exploded. Is that

Frank Gibson 7:42 right? No, actually, we had this in the clinics for until 2011 and what happened was we had so much media coverage, we started it in the 90s, and then we sold the clinics, and we created this company to just produce and just, you know, take only alcohol use disorder clients, and we had a large magazine article four page more, and it filled us up for the year. So we were basically couldn't handle any more clients. And that's how, how we we decided we were going to go online, which we did in 2012 and that really went off the charts. And due to changes in the search engines, as you know, and the fact that we were deemed a medical product, there were certain aspects of interactive marketing we couldn't do. So we were sort of looking for ways to keep up with that, and we did real well. We spent a lot of money and got a good return. We had really good cost per sales, and this started slipping. So then, which I think is the challenge for you, and and what you do for your clients and with your program is, is you got to stay on top of this. We could have just sat there and ended up with, you know, with a huge CPS, and we, we started looking at other channels. And, you know, years ago, we started seeing that there's, there's some trends happening in in social media, and my My view was just like my view is incorrect. When my son said, you know, let's sell this directly to people online. And it went, you know, we went to over 3200 clients in the first year. So I started looking at it and listening to people. And that's really what you have to do. You have to listen to people and know what they're talking about. Because, from my understanding, in the brief time we've been in it, and that's been 10 weeks, Robert, it's been 10 weeks since we really shifted our marketing about, about the 16th of October, actually, to going after Facebook, and we, we, I mean, it's, it's shocking, but we couldn't have done it without certain things. And I think that's what the important message is, and that certain things are just like we eliminate the barriers for people that need treatment for their alcohol use disorder. We didn't. We realized. That there's barriers, and we're making a huge shift in marketing, but we didn't see them as obstacles. We saw whatever barriers were there as strategy definitions. Okay,

Robert Plank 10:10 so, so what sort of barriers did you come across? Because as you were explaining the story, like, what was going through my head was, well, he must have come across some sort of issue if he was going to sell it on Amazon. He must have came out some sort of issue with the Facebook ads and their rules. And then, even on top of that, it sounds almost like, like you mentioned, there's a little bit of, like, the stigma there with, like, the any kind of addiction, and alcohol addiction especially, and I'm sort of assuming that there was some kind of a resistance to people, you know, liking or sharing things. So, like, was there any of that? Were there any kind of, I mean, like, just huge, huge stumbling blocks to, yeah. That's,

Frank Gibson 10:48 yeah, that's a great observation, because Amazon turned us off. We're medical product, but we're not, we're dietary supplement. But the media and, and, you know, and really, the the the online sites of have kind of, oh, this is great medication. It's not technically medication. So that's that's a barrier we can go fight that we can go fight Google for the rest of our lives and say, No, you should let us do this. You know, we used to follow people every time they turn their computer on, some little ad was popping up. And, you know, that's not right, because if your boss is looking over your shoulder and ads are coming up for alcohol, so they didn't have to make us stop doing and we just realized it was happening. So here's what we did. We looked at at the marketing. We got a great marketing company that really took time to understand our company and who we were. And their point was, people have to know who you are. If you're going to use social media, you have to, people have to know who you are. Our marketing, marketing now, based on this, this new platform is on educating people about the current of addiction. It's help based much more than transaction, action based our use of social media serves as a platform for knowledge, positive exposure and growth. It lets people get to know and trust us, and that's a great part of our exposure. The other aspect Robert is that social media, if you do it right, I'm learning a lot about it, but this is what I've observed. Social media also serves as a positive differentiator that can separate all of us that understand that from, in our case, from the entire alcohol use disorder industry bringing understandable differentiators, no matter what your product is, that help people discern how and why you are their best choice, not only helps the consumer, but can break us away from inferior products that come around, sort of copycats and maintains the value in our products. And I think from what I've seen that that our marketing company is doing, social media is a great place to do that. And they've shot, I mean, they've got so many videos up and so many views, it's just phenomenal. Well,

Robert Plank 12:55 cool. And I like to jump into some examples of those sorts of things, those, some of that, that that social media marketing, that that's educating, instead of just saying, you know, buy myself into differentiate. And so I went on Facebook and I searched last call program. Is that the the page where you're, you're marketing this, this product? Yes,

Frank Gibson 13:15 okay. Dr, Frank Gibson, yeah. Cool. So,

Robert Plank 13:18 so everyone, if you go to facebook.com, and search last call program. There's a, there's a handsome guy, Mr. Dr, Frank Gibson, right there. And so, I mean, so you've made these posts here. And so, I mean, what's, what kind of stuff have have you been been doing? And like, what's been your mindset? As far as posting this page and getting the word out, we've

Frank Gibson 13:38 been giving to people, Robert, we're giving people our message, who we are, why, why we're doing this. You know, people when, if they want to subscribe, for example, if they go to our site and they, they opt in, they they can get a free guide that tells them, you know, how does this happen? What's going on with the brain? Why is this different? And then, then there I write a I write something every week. I do a podcast that's just a simple, maybe three, four or 500 words, just, I just want to get this done. I want people to be educated. I want people to understand that there is hope. This is different. We're not utilizing this the National Institute of Health's alcohol division and I triple A has gone from total abstinence recommendations to what they call rethinking drinking. It's their new program. It's you can have 14 drinks a week and but you got to monitor me. Can't have them all at once. And we're in the middle of this big shift, and people don't know it, and 15 million people a year are suffering because they don't know this is out there. You know, I hope they go to my product. I got a lot of time put into this and and we're passionate about it. But, my gosh, if we had these things like for everybody, and it was anonymous, and it's low cost, and they can just do it in their home, and they get this plain box in the mail. I mean, we're opening doors. Robert, the never been open. To to people in addiction and previously

Robert Plank 15:03 awesome, sounds like a pretty good solution. And so, as you're, you know, as you're making these posts, and I'm seeing that you have, like, some sort of, like, like viral content, like, you'll have your like, so like, like quotes or sayings and things like that. And you mentioned that you will, you'll write, like, quick articles and things like that. And so, I mean, how do you, how do you come up with that, that sort of content? Is it a matter of just kind of looking around and seeing where the problems are, like, how do you always, how do you avoid that, that writer's block and stuff like that?

Frank Gibson 15:31 Wow, you know, it's interesting. I have a whole list of things that I I want. I asked the marketing company, I said, kind of the topics you want to tie into campaigns and things that you do. And they said, No, the only campaign is that people know you. The only campaign is to know that you've got 26 years of your life, and you want this to you want to help people. And you know, I wake up in the morning. I wrote one I thought this week, I thought I got to have an obligatory New Year's message. And I got up and you know that that I had just gone to my favorite place I'm in the keys, and gotten a muffin for breakfast, these awesome muffins, and and, and I thought, okay, so I wrote, I wrote about that because that's me, because I, when I was doing I was thinking, you know, there was a time my life when I was pretty rigid about things in my diet, and this muffin is going to kill me, and it's New Year, and, you know? And so that came to my mind. I think the one before I I was out sailing a sunset and watching the sun go down. And so I think these things just just come and I hope, and I think people do I get good comments, and people just like, knowing, hey, this guy really worked. I mean, I spent six years researching this. I put it in my clinics in 1993 in in 2006 I sold my three clinics, and it's not been easy. I mean, I went from very easy lifestyle to to challenging entire industry, and it wasn't easy, and, and, but I think what's important is, is I get excited about my story. It says story, or it's not the story. I mean, you got a great story. I got a great story. But people can understand it's their story. They make their own stairs story. If they, if they want to focus and pursue, see things as barriers. They're not going to they're not going to achieve. There's only false barriers. So we came into this and we, we, we could have seen a great barrier in the fact that, you know, 900,000 people belong to AA, and most of the treatment centers don't do what we do, but we we change the rules. We redefined. We designed a marketing strategy that changes the perception, not comparing it to what existed, but just changing the perception, opening people up using social media and tying it back to their website, because that's obviously where they end up at last call program.com and helping them understand, look, there's a this is new. I mean, here's a good example, if you want me to give it to you, talking a lot here, and you you got good questions. But okay, let's take a brand. You know, we walked into a marketplace that was pretty much sewed up by large companies and treatment programs forever, since the 50s. And certain brands that you know, and all of us know, have such strong brand names that they're actually synonymous in the common lexicon, yeah, you know, and some of them had to change their names, like aspirin. But for example, take a famous brand flavored gelatin. Now, how are you going to go in there and compete with that established brand? It's a good exercise in strategic and now analysis. Here's I would what we did was say, Hey, here's the modern science. We're getting a message out if I was going to make gelatin. And I would say, you know, hey, what's gelatin? I mean, I don't think people know it's collagen from skin, bones, connective tissues of tissues of cattle and pigs and chickens. So we could say, Hey, I'm in a manufactured gelatin with the newest, most healthy way ever conceived. Hey, folks, why serve the same old gelatin? Try our donkey hide, free gelatin. We make ours in the most healthy way with no animal parts. Well, we went into a marketplace that was owned by people had a lot more position and money than we had. And we let people know not that that we invented, you know, anything that that was against what they were was being done out there in the everyday going to AA and, but, you know, these, these treatment centers and the standard protocols are stuck in the 50s, and they're doing the same thing. And, and only of the 15 million Americans who don't seek help every year, only 1.2% of them, according to the government. Believe that most the treatment that's out there, it will help them. So it's a passionate message, but it doesn't have to be this. I think that that there's so many opportunities in in various media channels that but the main thing that I've learned from working with with these um. Are marketers that took the time to understand us. They, you know? And the other thing is, I've, I've seen that you say it, you people have to understand, you can't try this out for three weeks, right, right? And so, oh, it's not working. I mean, you know what? We're not, we're not even the point where we're revenue based, because if we we're not ready to start pounding these people with, you know, oh, you got to buy our product. No, you can see, as you're looking at it, we're saying to people, here's something to think about today, the numbers of shares that we're seeing on on some of the most simple things, but it it catches, you know, something that's deeper for people than than just simply, you know, hey, buy our product. And, you know, I answer all my own emails. I try to help people. We've got a really great team of people. Our Medical Director, she went through our program. I mean, you know, it's we're connected and you and I think that we have such a great opportunity with the with the medias that are available to people like as you guide people into these to, you know it, but you have to stay on top of it. And if I hadn't had my son and and Carol, our Vice President, you know, help me. Hey, look, you know, things are changing. I mean, I thought this was kids using it, but our market group is the fastest growing, 46 to 50 to 50, or 44 to 56 is the fastest growing group from from Facebook, for example, it's just crazy. And Facebook's past every media except Google. And how can you ignore it, right?

Robert Plank 21:31 I mean, I mean they're, they're, they're taking over. And I think there's some statistic that like, I think the average person visits Facebook more than once a day, like, as as in, like, actually logging in, and a lot of people have like, a tab open, even when they're at like, their nine to five job and stuff like that. So it would be crazy to ignore. And so I really like your your positioning of that, which is sort of like, well, there's this, you know, there's the established way of doing things that you know has this sort of low success rate, and everyone's been saying this is the way to do it for 50 years. And you kind of saying, Well, you know, that's the old way, but here's the bright, shiny new way, and you've differentiated. And so I'm sort of curious about, like, what sort of, what sort of marketing Have you, have you been doing, especially in the recent weeks, like we mentioned, there's the Facebook fan page of you making the posts and you have the free ebook. So what, what sort of actions have you been taking as far as, like, getting it out there? Like, have you figured out a way to do, like, the paid ads, for example? Or, like, what kind of things have you been doing proactively there?

Frank Gibson 22:32 Yes, we're doing some paid ads, but we're doing them. We're not, we're not really focusing on it. We're doing enough to create some noise without, you know, we're still in the phase where from what I understand, and trust me, I'm not the expert in this, but we got some real good people in it. What we're doing is we're given to people, letting them get to know us. And we're, you know, we're, we're given some things away. With the with the free download, where we're educating people, the most recent thing we did was, was we're working on engagement, you know, if you got 1.1 million, you know, views, then what about the number of people that are engaged? And, you know, we've got, out of that, we've got a, almost a quarter of a million the people engaged. I mean, they're, they're going in and looking at stuff, and that's just fantastic. Number 23,000 shares. I mean, these are fantastic numbers, but it's, but the marketing company feels like, you know, we're still not there. And then think about when we crank up the kind of budgets we used to run on, on, for example, on AdWords, and then you've got all this movement, all this noise, all this support, all these people. I mean, it's, that's, that's what key we used to use television, cable insertion ads, you know, to just, we'd run 11,000 ads and and then we come out with a magazine article in that in that area. And that's so, oh yeah, I know about that company. Well, people are, people are reading this. They're enjoying what we're saying. They're, you know, we're kind of taking them into a part of life that that makes sense. And, you know, I'm the worst salesman in the world. When I have my clinics, I was giving stuff away all the time, like, that's somebody that can, can control it. But, you know, that's, that's really that that has to be part of every company if you're doing what we do, which is, we're helping people in in trouble. These are, these are unusual clients. They've got a lot of difficulty in their life. And $690 is, is not, you know, $790 is not a huge number for people when they have this kind of problem. Hey, they've got 30,000 to go into treatment center. But, but it really is, because who knows what they've been through, and who knows how many years they've been suffering with this. So I'm really excited about where I see, you know, social media going and and the growth and the and the fact that it's, you know, it's a good way for us to really present this to our market. And you're right about i The most recent statistic I saw on Facebook is it that certain age groups are spending 20 minutes a day on Facebook, and that's not the kids.

Robert Plank 24:59 You. Right? I mean, it's growing and growing. It's for everybody now. And a lot of people are finding, I think, that if they don't have Facebook, they're sort of disconnected. Because even, I mean, even the 40, 5060, year olds use it to, you know, keep in touch, and so, so pretty crazy there. And so just so, so all these things that you've been doing, as far as, like, the advertising and the social media. I mean, any big takeaways, or any sort of things where any information you wish you'd had when you started all this?

Frank Gibson 25:28 You know, no, it isn't because I felt like, like this was something that really needed to grow organically. And I think that if we had a lot of information and and maybe pattern ourselves after something someone had done. But what I liked was, was this new marketing company. We teamed up with them and partnered up with them in the February of 2016 and they just kind of took it and shifted over, and we pulled away and we tried things. And, you know, sort of like when you build a website, you try all kinds and do split testing to try different things. And I think with especially with our product, no one's ever done this. No one else is marketing a product like this. So so we have to really let our clients tell us what's important. What do you want to see? That's why Facebook is so incredible, because you learned it, right? You put something up today. Guess what? You know? They'll tell you what? Yeah, right, they telling us, and they're telling us what they want. So one of the things they led to, and to answer your question, one of the most recent things we did was this opportunity for people to get videos, and basically, me talking about stuff the, you know, the marketing company came up with a video crew and and, and, and a guy who's very, very successful in in doing this type of stuff, and, and he, you know, they just kind of put me out there. And I was actually in the field. My horses came over and, you know, they just come on, be yourself. Tell them, why do you do this? And they, yeah, they may be, you know, give me one word and tell me to talk. And I'm engaged in it. You can tell, right? I'm loving this, Robert, I'm getting to tell you what I'm passionate about. And you know, we all know that just because you're passionate about something doesn't mean it's going to be a success, but it, but it sure helps in in our undertaking, because we're telling people, trust us, we can help you. I mean, right? Think about it. Now you know me, but yesterday, someone comment said, you know, there's a program, Robert, you can go. It's cost $800 and you do it for eight weeks, and 84% of the people, after a year, don't have any unusual cravings for alcohol. Some quit, some of them keep drinking. I can hardly believe it, and I made it so, you know, that's that's just our approach. But nobody in any industry can go wrong by creating trust, I believe and understanding that differentiators, what separates you I do, you know, I've been asked to do a lot of shows like like you have, and what separates your show from the other shows, I get a feeling, you know, and, and that's, that's the thing. It's not just a niche. It's about successful individuals who achieved their goal because they had courage and perseverance and it was greater than any obstacle. And as I said earlier, if you're going to be successful, there are only false barriers. That's a

Robert Plank 28:20 pretty good mindset. And I think that what I like about what I'm what I'm hearing from just like your your personality and enthusiasm and what you've done, it sounds like you're all about just like trying different things and putting out different pieces of content and like the the marketing company, like film, the video of you in front of the, you know, with the horses coming by and all that kind of stuff and so, so what I'm hearing from you is it sounds like, you know, people are sort of afraid to put themselves out there or afraid to share this content. I mean, what's, what's cool about social media and Facebook is that if your content sucks or doesn't get a lot of response, they just won't show it. And if you keep on, keep on putting these different sort of videos and images and and, you know, short text posts and stuff like that out there. Eventually you're sort of strike on something that that resonates, or you strike on something that is popular gets a lot of shares, and you can just keep on just doing these different experiments every day or every few days

Frank Gibson 29:13 well. And you're establishing your personality, your company's philosophy, your passion, is establishing what you do if ever, if no one watched those videos, I wouldn't make another one to go sell some stuff. I That's me. You put me out there, run a camera, and, you know, the horse walks over. I'm just talking like you and I are talking, you know, we, we Scott into this. We hit it off when we first met today, and and, you know, we were like, we're off to the races. And you're like, wow, we better stop, you know, actually get our listeners involved in this stuff. So, you know, I think that it's, it's like, at the message to people, yes, what I just said, but I think also the message is that sometimes you just got to go after it. Sometimes you need to risk it all without question. If you end up and it screws up and there's no money at. Least it's you. I mean, this is how I look at it. You know, if I lost everything and people watched my videos and read all this stuff and, you know, the marketing company was completely wrong about putting my my staff and me up in front of people and saying, Hey, we don't have any clothes on. Take a look. You know, if it didn't work, I tell you, I still would have earned more self respect, more integrity, more dignity than any thing that money could buy. And that's that, that's the message to me, you just want to be joyous on the last day of your life. You don't want to compromise, but you have to be incredibly aware, because you're you've got a challenging job if you don't stay on top of what's happening, right? I mean, it's like you blink, I think, in some phases of social media, and it just moves right by you, right?

Robert Plank 30:43 And who knows if someone else comes by and and steals your thunder? And I mean, as you're explaining all that, I mean, I don't know if it's like the personality part of things or whatever, but like, I mean, for all I know, I might live, you know, 80 more years. I might live eight more minutes. I might have a brain aneurysm and die or something. But I think that, you know, at if I get, if I get up there in the years, or if I'm, you know, near the end of my life, or whatever, like, if I I don't know if I had to choose between either, like, haven't made all these mistakes, or, or wonder, like, what would have happened if it actually tried? I mean, I'll take the those dang the mistakes all day long, as opposed to, like, the regret of not, not actually having tried anything. So, I mean, I can completely relate to that philosophy there of of just, you know, keep taking those risks and keep trying those sorts of things out. And so, you know, I don't want to keep you for too long. And so as we're sort of winding things down today, like, is there any, do you have any like future, future plans, or any cool, like tactics you're going to be doing with this marking, or like anything on the horizon for you?

Frank Gibson 31:45 Well, I've developed a product that doesn't have a name yet, but has a lab name, but it's a product for post traumatic stress. And what we've what we've learned, is that 85% of the people that have PTSD also have an alcohol use disorder, and I started out with, you know, I think you might have seen in our sites, reduced a lot of work with with veterans and try to help them, because it's tough. And so we're looking into this PTSD as and we've, we've tested it, we've had some really, really significant cases and and I'm excited about doing that, because what's learned, what I've learned in being open. And that's kind of what you and I were talking about earlier in terms of marketing, how to be open and being open about looking into PTSD, I realized that first responders, it's unbelievable, you know, emergency room nurses. I mean, there's so many people, they're suffering at PTSD, and this product is going to be really, really monstrous. And we're kind of getting through this phase of of the media. And of course, it's going to ride on the success of last call and so pro so Brexit, but it works. And we've, we've had some good discussions with people in the in the military and the State Department. So that's the next exciting thing. But you can tell I get pretty excited about stuff, yeah,

Robert Plank 32:57 but what I like about, I mean, it's always good to be excited about stuff. And what I like to I like to hear about what it is that you're doing is like, you're sort of, you have that next thing already in motion, because who knows how many, how many months, or how many years it'll take to sort of pick up speed as far as, like, the the name and the marketing and the website and the following. And so what I like to hear is that, so you have this thing that's already working, but you're already kind of on the back burner. Have this, this next sort of up and coming thing, and so can you let us know, like where people should go to find out more about you and to find out about the last call program and sobrexa and any websites or anything at all that you want to send people to, absolutely

Frank Gibson 33:36 listeners can find out more about what I do and how our company challenged the entire addiction industry at the last call program.com on that site, there's a free download from my guide, my guide on to how modern science has changed addiction, and that's really important, because it education is a huge part of what we do. And when you read that, if you don't need it yourself, I know you know somebody who does need it, it offers hope and help to the 15 million Americans who are not going to seek any help this year. So I hope they go there. You get to social media and get to the podcast. You can get to there's in the news and, you know, it's pretty much everything's there and easy to guide through. And I really hope that the people spread the word about this new science of addiction. And I'm very grateful to you, Robert, for this opportunity. Awesome.

Robert Plank 34:24 Well, I'm grateful to you for hearing about how you sort of took this idea. It sounds like a lot of people need into something that you know is is there and it's selling. And it's been really cool to hear about, just like your your process, and to hear about, you know, all sort of the ups and downs and the barriers that we talked about there, and so everyone should go right now to last call program.com to find out about there's there's a blog, there a podcast there. There's the so Brexit thing. There lots of good stuff there. So last call program.com and thanks so much, Dr Frank for stopping by the show and sharing some of your. Your unique insights and mindsets and all that good stuff. Hey, it's Robert Plank. Did you like today's episode with Frank? I hope so. Make sure to go to Robert plank.com/ 233, to get all the notes and links to Frank stuff and go to Robert plank.com to check out past episodes. Thanks a bunch. You.