While preparing for my Masters of Science (Medical Science) thesis defence, I realized that bench work wasn't for me. I needed to communicate with people in the career I choose for myself. In the process of trying to find my ideal career, I found my space in healthcare, in particular physiotherapy. What I've learned quickly about the rehabilitation and wellness industry was that what is considered as the best care in the academic world is not always necessarily perceived as the best care by the public. I learned that to be a successful physiotherapist and business owner, it's not about what you can do for people, but rather what the marketing team and the company brand can do for you to get you there. "Optimal" care is very subjective and perceived "optimal" care is often the care that is best marketed to the public.So I've recently set out on a journey to CONNECT true optimal care with perceived optimal care. It's an experiment to see if we can change people's perception of what constitutes as a quality physiotherapy practice. Is it how good the clinic looks? Is it how many social media followers you get? Is it how many flashy gadgets you use in the practice? OR is it how efficiently your therapist can help you reach your personal healthcare goal? Stayed tuned to see if this experiment crashes and burns, or grows into something that changes the standard of practice.