Neil Baum, MD, is a renowned leader in medical practice marketing and a pioneer in the field, having authored the first textbook on the subject in the 1990s. Today, Baum continues to share his knowledge through writing, lectures, and consulting on healthcare practice marketing. He has written a new book, Medicine is a Practice: The Rules for Healthcare Marketing.
Baum, a practicing physician based in New Orleans, Louisiana, draws from real-world examples that have proven successful in his own healthcare practice. His mission is to aid physicians and medical practice administrators in creating the productive and profitable practice they have always envisioned.
In this interview with host Mike Sacopulos, Baum shares tried-and-tested suggestions for enhancing relationships with existing patients and attracting new patients to the practice. As a bonus, Baum ends the interview with three hints for new physicians as they build their careers in medicine.
Learn more about the American Association for Physician Leadership at www.physicianleaders.org.


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The Rules of Healthcare Practice Marketing with Dr. Neil Baum

Neil Baum, MD

Strategy and Innovation

Differentiation

Problem Solving

Strategic Perspective

Professional Capabilities

Influence

Mike Sacopulos speaks with Jordan Grumet, MD, associate medical director of Unity Hospice, podcaster, and author of The Purpose Code. Grumet shares his deeply personal journey from burning out as an internal medicine physician to finding fulfillment in hospice care, and explains how his work with dying patients has revealed profound lessons about living with purpose.

Most people get purpose wrong, Grumet argues. Rather than being your "why" in life — some grand, audacious mission — purpose is simply the actions you take in the present and future that light you up. This reframe makes purpose abundant rather than anxiety-inducing.

Working with dying patients has taught Grumet that the key question to ask yourself is: "If I were on my deathbed tomorrow, what would I regret never having the energy, courage, or time to do?" The answers reveal your true purpose anchors.

"You don't find your purpose. You build or create it."

Looking ahead, Grumet previews his upcoming AAPL book, The Healthcare Heist, which examines how third parties have leveraged the healthcare system and explores potential solutions.

Learn more about the American Association for Physician Leadership at www.physicianleaders.org.


Finding Purpose: Dr. Jordan Grumet on Burnout, Meaning, and the Deathbed Test

Jordan Grumet, MD

Self-Management

Self-Awareness

Motivations and Thinking Style

Adaptability

In this enlightening episode, Mike Sacopulos sits down with three visionary leaders from the American Association for Physician Leadership (AAPL) — Peter Angood, MD, president and CEO, Joe LiVigni, senior vice president of education, and Devin Glasgo, director of consumer experience and development — to discuss the groundbreaking launch of AAPL Helix.

AAPL Helix is a comprehensive learning ecosystem designed to redefine how physician leaders develop their skills throughout their careers. From AI-powered personalized learning to seamless community integration, this platform is more than just a tool — it’s a transformational approach to professional development that transcends traditional CME credit tracking.

In this episode, you will explore:

- The "Leadership is Learned" Philosophy
- Beyond Transactional CME: A Transformational Ecosystem
- AI-Powered Personalization
- Competency-Based Learning Journeys
- Streamlined User Experience
- Community Integration
- The Vision Forward

Dr. Angood envisions Helix as the core of AAPL's evolution — supporting not only individual physician development but also institutional clients and expanding into inter-professional leadership development. With a legacy spanning 50 years, AAPL is positioned to lead healthcare transformation by strengthening the patient-physician relationship and empowering physicians as natural stewards of industry improvement.

Don’t miss this fascinating conversation about how innovative technology is reshaping leadership in healthcare.

Learn more about AAPL Helix at www.physicianleaders.org


AAPL Helix: Transforming Physician Leadership Development Through Innovative Technology

Peter B. Angood, MD, FRCS(C), FACS, MCCM, FAAPL(Hon)

Joe LiVigni

Devin Glasgo

Motivate Others

Critical Appraisal Skills

In this insightful episode of SoundPractice, host Mike Sacopulos sits down with Vivek Iyer, an internationally recognized executive coach and principal of Swanvesha Executive Coaching.

The Significance of Swanvesha: Derived from Sanskrit, "Swanvesha" means "self-enquiry," embodying the fundamental principle of coaching — that true, lasting solutions arise from introspection and focusing on what lies within one's control.

Vivek shares his journey from corporate strategist to certified coach, offering valuable perspectives on how coaching can transform physician leaders facing the unique challenges of healthcare leadership. With extensive experience in strategic planning and process improvement at firms such as PricewaterhouseCoopers, Ernst & Young, and A.C. Nielsen, Vivek offers a unique global perspective, shaped by his experiences living in four countries and fluency in six languages.

Whether you are considering working with a coach, curious about its transformative impact, or seeking to understand how strategic planning and facilitation can strengthen healthcare organizations, this episode delivers practical wisdom and actionable strategies for leaders at every stage of their journey.

Learn more about the American Association for Physician Leadership at www.physicianleaders.org.


Unlocking Leadership Potential: The Power of Executive Coaching with Vivek Iyer

Vivek Iyer, MBA, ACC

Comfort with Visibility

In this episode of SoundPractice, Matthew Mazurek, MD, assistant professor of anesthesiology at Yale School of Medicine discusses his new book, Sexual Misconduct, Harassment, and Discrimination in Healthcare by the AAPL.

Mazurek reveals sexual misconduct in healthcare occurs on multiple levels:

- Confidential surveys show the problem remains significantly underreported.

- Social media has created new avenues for inappropriate behavior, particularly among younger staff members.

- Healthcare workers face harassment from patients more frequently than in other STEM fields due to physical touching and power dynamics.

For healthcare leaders conducting investigations, Mazurek recommends:

- Use two-person interview teams to avoid "he said, she said" situations while preventing respondents from feeling ganged up on.

- Strip away who is telling the story and focus objectively on what happened.

- Involve risk management early in high-stakes cases.

- Maintain consistency in questioning and look for corroboration.

Reality check: Lack of standardization across 50 state medical boards contributes to delays in addressing misconduct, with some physicians maintaining long histories of violations before consequences.

Mazurek emphasizes prevention over investigation expertise:

- Leadership must model appropriate behavior — executives engaging in misconduct set a tone of tolerance.

- Training programs should use case studies in small groups to help staff feel the emotional impact, not just understand it intellectually.

- Address microaggressions through comprehensive education on bias and stereotypes.

- Create policies expressly covering social media interactions with colleagues as part of the work environment.

The bottom line: Healthcare organizations must balance their duty to provide safe environments for staff with their obligation to care for patients, even when patient behavior crosses lines.

Learn more about the American Association for Physician Leadership at www.physicianleaders.org.


Confronting Sexual Misconduct in Healthcare with Dr. Matthew Mazurek

Matthew J. Mazurek, MD, MHA, CPE, FACHE, FASA, FAAPL

Self-Control

Accountability

Conflict Management

In this episode of SoundPractice, host Mike Sacopulos explores the critical skill of strategic thinking with Michael Gardner, MD, vice president and administrator of Women's and Children's Hospital at University Health in San Antonio, Texas. Gardner shares his extensive journey through physician leadership and breaks down why strategic thinking is essential for physicians who want to shape the future of healthcare.

Michael Gardner is board certified in obstetrics and gynecology as well as maternal fetal medicine. He is a certified physician executive (CPE) and in 2025 became a fellow of the American Association for Physician Leadership.

Why strategic thinking matters for physicians: Physicians bring a unique perspective that is essential for improving American healthcare. With healthcare consuming roughly 20% of GDP and outcomes that lag behind other developed nations, physician leaders must actively participate in strategic decision-making rather than exclude themselves from these conversations.

Strategic vs. clinical thinking: While clinical thinking focuses on immediate patient care with narrow attention to detail, strategic thinking requires a broader view of internal and external environments, long-term organizational goals, and the ability to embrace foresight and ambiguity. The key difference lies in scope and timeline — strategic thinking means planning months and years ahead.

Strategic thinking can be learned: Though some physicians may naturally gravitate toward systems-level thinking, strategic thinking is a skill that can be developed through mentorship, education, practice, and progressive leadership experiences. Starting with smaller leadership roles and building confidence prepares physicians for larger strategic challenges.

Physician leaders as translators: Successful physician leaders must learn to speak both clinical and business languages. While they don't need to match their CFO's financial expertise or their COO's operational knowledge, they must understand enough to communicate effectively with administrative colleagues and translate strategic concepts back to medical staff.

Gardner and his colleague Mark Guadagnoli, PhD, are developing a strategic thinking and planning course series for AAPL, including:

- An online strategic thinking course

- "The Who, What, Where, and When of Strategic Planning" course

- A hybrid strategic planning workshop in 2026 where participants will create actual strategic plans with ongoing guidance and feedback.

Learn more about the American Association for Physician Leadership at www.physicianleaders.org


Strategic Thinking for Physician Leaders with Dr. Michael Gardner

Michael Gardner, MD

Systems Awareness

Media relations is more than press releases — it's a strategic tool for driving hospital goals like patient acquisition, physician recruitment, and employee retention.

Key Insights

- Media vs. PR: Public relations is the tree; media relations is its largest branch. Both must align with organizational priorities, not executive egos.

- Platform Strategy: Tailor content for each platform. Facebook, LinkedIn, TikTok. Know your audience and demographic.

- Crisis Management: Handle negative social media comments strategically —hide misinformation, engage critics through patient advocates, and turn them into ambassadors.

- Staffing Impact: Media relations enhance recruitment by showcasing employee recognition stories, cultivating a positive workplace narrative that attracts top talent.

Episode Overview

In this episode of SoundPractice, Mike Sacopulos interviews Dan Collins, senior director of media relations at Mercy Medical Center in Baltimore. With nearly three decades of experience at Mercy and a journalism background with the Washington Times and Baltimore Examiner, Collins offers expert insights into how strategic media relations can transform healthcare organizations.

Mercy Medical Center's success story is remarkable: the urban community hospital grew from seventh to first in Baltimore's women's health market share, thanks to their "magnet doc" philosophy — recruiting top-tier physicians whose reputations attract patients and peers. Collins explains the hospital’s innovative partnership with NBC affiliate WBAL for "The Woman's Doctor," a weekly TV segment running for over 30 years (likely the longest-running hospital media campaign in the U.S.).

The conversation explores tailoring content for different platforms, avoiding TikTok because of demographic mismatches, and managing social media crises by addressing misinformation while engaging critics directly. Collins emphasizes the importance of collaborating with hospital executives, ensuring media relations teams are part of strategic planning.

The episode concludes with how media relations support staffing challenges by creating recognition stories for nurses and other healthcare workers, demonstrating organizational values that aid in recruitment and retention.

Why It Matters
Patients choose doctors, not hospitals. Strategic media relations ensure the right physicians reach the right audiences at the right time.

Contact Dan Collins at dcollins@mdmercy.com 

Learn more about the American Association for Physician Leadership at www.physicianleaders.org.


The Rules of Healthcare Practice Marketing with Dr. Neil Baum

RECENT EPISODES

Finding Purpose: Dr. Jordan Grumet on Burnout, Meaning, and the Deathbed Test

AAPL Helix: Transforming Physician Leadership Development Through Innovative Technology

Unlocking Leadership Potential: The Power of Executive Coaching with Vivek Iyer

Confronting Sexual Misconduct in Healthcare with Dr. Matthew Mazurek

Strategic Thinking for Physician Leaders with Dr. Michael Gardner

Communications at a City Hospital with Media Relations Director Dan Collins

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