Thriving Practice with Tracy Cherpeski

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The 'Too Busy' Trap: Breaking Free from Practice Management Overwhelm – A Special Snack Episode, EP 188

Episode Overview

In this candid snack episode, Miranda Dorta turns the microphone around to interview Tracy Cherpeski about her specialized consulting approach for healthcare practice owners. This unscripted conversation reveals the genuine dynamic between the hosts while exploring the unique challenges facing healthcare providers who own their practices. Tracy shares insights on identifying scalability readiness, overcoming time management struggles, and the evolution from one-on-one consulting to building the Thriving Practice Community.

Key Highlights

The Business Acumen Gap: Healthcare providers often lack the business training needed to successfully operate their practices, despite their extensive clinical expertise
The "Too Busy" Pattern: Practice owners frequently get caught in cycles of handling tasks that could be delegated to practice managers or administrative staff
Scalability Assessment: Practices need solid operational foundations—including clinical, front office, and back office operations manuals—before they're ready to scale
Community-Driven Support: The Thriving Practice Community was launched to create a peer ecosystem where healthcare providers can crowdsource business solutions and build a social safety net
Delegation Dynamics: Many practice owners hesitate to delegate not from a need for control, but from concern about overwhelming their already busy teams

Memorable Quotes

"In all the places for people to be struggling in their business, healthcare just really should not be one of them. It shouldn't be so hard."

"You provider owners are wearing two full time professional hats, maybe even kind of like a third one if you separate strategy from leadership."

"Just because you can doesn't mean that you should. Unless your entire staff is down with some stomach virus, you're not going to be doing your blood draws—your team is going to be doing that because that's what they're really good at."

"If we can smooth over the strategic aspect of it, the leadership aspect of it, the operational side and get it running like a well-oiled machine, then life is so much better and easier on the clinical side and outside of work."

"We wanted to take the focus off of me as the provider and build an ecosystem that's truly supportive, that creates that social safety net for people."

Miranda’s Bio:

Miranda Dorta, B.F.A. (she/her/hers) is the Manager of Operations and PR at Tracy Cherpeski International. A graduate of Savannah College of Art and Design with expertise in writing and creative storytelling, Miranda brings her skills in operations, public relations, and communication strategies to the Thriving Practice community. Based in the City of Oaks, she joined the team in 2021 and has been instrumental in streamlining operations while managing the company's public presence since 2022.

Tracy’s Bio:

Tracy Cherpeski, MBA, MA, CPSC (she/her/hers) is the Founder of Tracy Cherpeski International and Thriving Practice Community. As a Business Consultant and Executive Coach, Tracy helps healthcare practice owners scale their businesses without sacrificing wellbeing. Through strategic planning, leadership development, and mindset mastery, she empowers clients to reclaim their time and reach their potential. Based in Chapel Hill, NC, Tracy serves clients worldwide and is the Executive Producer and Host of the Thriving Practice podcast. Her guiding philosophy: Survival is not enough; life is meant to be celebrated.

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Practice Freedom U Website

Culture is Not a Workshop: How You Show Up Every Moment Matters Featuring Jennifer Raams, EP 187

Episode Overview

Jennifer Raams, coach with Practice Freedom U, joins Tracy to discuss the critical role of emotional intelligence (EQ) in healthcare practice management. This conversation explores how self-awareness, stress management, and intentional leadership create thriving practices where both providers and patients flourish.

Key Highlights

The Inner Game of Practice Management

Stressed practitioners create stressed practices - it shows up in patient interactions, team dynamics, and business performance

The importance of moving from reactive to responsive leadership through self-awareness

How clinical excellence skills can become business liabilities without proper emotional regulation

The Flourishing Zone Framework

Green zone: flourishing state where leaders show up intentionally

Red zone: defensive/attack mode that damages relationships and decision-making

Frozen zone: low energy state that leads to stagnation and burnout

Goal: Spend 80% of time in the green zone using practical tools and awareness

Leadership as Nervous System Regulation

Culture isn't built through workshops - it's created through how you show up moment by moment

The power of presence: being able to "read the room" and respond appropriately to team needs

Switching between clinical and business "hats" to maintain appropriate focus

Practical EQ Tools

Two key questions for fear-based thinking: "Where do I choose to put my attention?" and "Where do I have influence?"

The power of curiosity over defensiveness in difficult situations

Simple physical shifts (changing hands, standing/sitting) to interrupt triggered states

Memorable Quotes

"If you're not okay, your business is going to suffer, period."

"Culture is not a workshop - it's how you show up every single moment."

"The biggest stress contributor is when you feel you have no control and no influence."

"We only have this second. What am I choosing intentionally to do now about it?"

"When your people are flourishing, your business is thriving. There's no way around it."

"Every skill, every behavior is learned - it's a skill you can learn and also unlearn."

Key Takeaways

Start with self-awareness: Recognize your triggers, stress levels, and default responses before trying to manage others
Invest early in leadership development: Building culture, systems, and leadership teams takes time - don't wait until you're scaling
Focus on what you can control: When overwhelmed, return to the basics of where you put your attention and where you have influence
Make coaching a priority: Having a confidential sounding board accelerates growth and prevents costly mistakes
Think beyond the clinical hat: Practice owners must develop the ability to shift between provider and CEO mindsets

This episode emphasizes that sustainable practice success requires more than clinical expertise - it demands emotional intelligence, intentional leadership, and the courage to invest in personal development alongside business growth.

Bio:

Jennifer Raams is an entrepreneur and business coach who arrived in Hawaii with just a suitcase, a physical therapy diploma, and $2,000, ultimately building a thriving PT business that empowers leaders to scale with purpose. As a coach with Practice Freedom U, she specializes in leadership development, strategic growth, and succession planning. With 20 years of COO experience scaling a multi-clinic practice and leading high-performing teams, Jennifer helps practice owners gain clarity, confidence, and the tools to build thriving, sustainable businesses that leave a lasting impact.

Find Jennifer:

Jennifer’s Website

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The $100K Blind Spot: Why Male Patients Are Quietly Leaving Your Practice, EP 186

Episode Overview

During Mental Health Awareness Month and Men's Mental Health Awareness Month, we explore a critical business issue affecting healthcare practices nationwide. Male patients with undiagnosed PTSD and mental health challenges are creating hidden operational costs, revenue losses, and staff frustration—all while walking out feeling unheard and unlikely to return. This episode breaks down the business case for recognizing how men's mental health decline presents differently and provides actionable strategies to turn this challenge into a competitive advantage.

Note: We approach this topic from a business and operational perspective, deferring to clinical mental health professionals for diagnosis and treatment guidance.

Key Highlights

The Hidden Financial Impact: Unrecognized men's mental health issues cost practices through incomplete care cycles, staff burnout, reputation damage, and missed referral opportunities
Why Traditional Approaches Fail: Current assessment tools and communication strategies were developed primarily for women, creating systematic blind spots for male presentations
Different Presentation Patterns: Men with PTSD show anger instead of sadness, risk-taking behaviors, work performance swings, and physical symptoms rather than traditional emotional indicators
The Competitive Advantage: Practices that adapt first will capture a significantly underserved market segment and become go-to providers for entire families
Strategic Implementation: Small, targeted modifications create maximum impact—environmental changes, communication training, enhanced screening, and referral network development
Measurement Matters: Track engagement rates, referral completion, patient satisfaction by gender, and reputation metrics to ensure sustainable change
Leadership Opportunity: Position your practice as a leader in comprehensive mental wellness during awareness months

Memorable Quotes

"You're looking at undiagnosed PTSD and mental health decline in men, and it's creating a cascade of operational problems that are costing you significantly."

"Your practice was designed around assessment tools and communication strategies developed primarily for women. This isn't anyone's fault—it's just the historical reality of healthcare development. But it's creating a systematic blind spot."

"The practices that thrive in the next decade are going to be the ones that can adapt their operations to meet patients where they are, not where we think they should be."

"Every patient who feels unheard, misunderstood, or inadequately treated represents lost revenue, missed opportunities, and potential reputation damage."

"Thriving practices aren't built on good intentions—they're built on strategic systems that deliver consistent results for both patients and providers."

Action Items for Listeners

✓ Assess your current intake forms for gender-neutral mental health screening ✓ Train staff to ask functional impact questions rather than emotional state questions ✓ Evaluate your waiting room environment and reading materials ✓ Build relationships with mental health providers specializing in men's mental health ✓ Implement tracking systems for male patient engagement and satisfaction ✓ Start with one strategic modification that aligns with your current resources

This episode is part of the Thriving Practice podcast series, focused on helping healthcare provider-owners build sustainable, profitable practices through strategic operations and leadership development.

Tracy’s Bio:

Tracy Cherpeski, MBA, MA, CPSC (she/her/hers) is the Founder of Tracy Cherpeski International and Thriving Practice Community. As a Business Consultant and Executive Coach, Tracy helps healthcare practice owners scale their businesses without sacrificing wellbeing. Through strategic planning, leadership development, and mindset mastery, she empowers clients to reclaim their time and reach their potential. Based in Chapel Hill, NC, Tracy serves clients worldwide and is the Executive Producer and Host of the Thriving Practice podcast. Her guiding philosophy: Survival is not enough; life is meant to be celebrated.

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Subtract Before You Multiply: Your Growth Roadmap Essentials – A Special Snack Episode, EP 185

Episode Overview

In this candid snack episode, Miranda Dorta puts Tracy Cherpeski in the interview seat to explore the essential roadmap from where healthcare practice owners are now to where they want to be. This unscripted conversation dives deep into the systems, strategies, and team-building approaches that create sustainable practice growth. Whether you're taking your first growth step or navigating complex expansion challenges, this episode provides the clarity and confidence needed to move forward strategically.

Key Highlights

Subtract Before You Multiply- Essential pre-growth evaluation to identify systems that won't scale and operational bottlenecks that need addressing
Capacity Assessment- How to determine if your current systems can "rinse and repeat" with minimal intervention before expanding
Sustainable Growth Rates- Understanding the difference between rapid growth (which sometimes just happens) and sustainable 30% year-over-year growth
Values-Driven Decision Making- Distinguishing between growth opportunities that align with core values versus those that simply increase revenue
The WAIT Method- Strategic pausing using the acronym "Why Am I Talking?" to ensure thoughtful leadership decisions
Culture as Foundation- How practice culture extends far beyond pizza parties to include conflict resolution, team unity during challenges, and shared vision alignment

Memorable Quotes

"You need to subtract before you multiply. If you don't take care of your problems, they're gonna grow with you."

"The key is if the systems you have in place can basically rinse, repeat, with minimal intervention, you're probably in a really good place to expand."

"We call it a shiny object and we call that the SOS - the shiny object syndrome."

"Culture isn't a workshop that you attend. If you're the head of practice and you're the practice owner, you set the tone."

"When you come together for a common goal, which would be the vision and mission of the practice, when you have your team on board, that's everything. That really is everything."

Miranda’s Bio:

Miranda Dorta, B.F.A. (she/her/hers) is the Manager of Operations and PR at Tracy Cherpeski International. A graduate of Savannah College of Art and Design with expertise in writing and creative storytelling, Miranda brings her skills in operations, public relations, and communication strategies to the Thriving Practice community. Based in the City of Oaks, she joined the team in 2021 and has been instrumental in streamlining operations while managing the company's public presence since 2022.

Tracy’s Bio:

Tracy Cherpeski, MBA, MA, CPSC (she/her/hers) is the Founder of Tracy Cherpeski International and Thriving Practice Community. As a Business Consultant and Executive Coach, Tracy helps healthcare practice owners scale their businesses without sacrificing wellbeing. Through strategic planning, leadership development, and mindset mastery, she empowers clients to reclaim their time and reach their potential. Based in Chapel Hill, NC, Tracy serves clients worldwide and is the Executive Producer and Host of the Thriving Practice podcast. Her guiding philosophy: Survival is not enough; life is meant to be celebrated.

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Marketing by the Numbers: Why Data Beats Gut Instinct Every Time Featuring Justin Strong, EP 184

Episode Overview

In this refreshing conversation, Justin Strong from Room 118 challenges everything you think you know about marketing. Moving away from the "throw spaghetti at the wall" approach that's given marketing a bad reputation, Justin advocates for a scientific, data-driven methodology that treats marketing like clinical diagnostics - complete with "x-rays" before making recommendations.

Drawing from his analysis of over 4,000 dental practices through the Dental Marketing Index, Justin reveals why traditional marketing approaches often fail and how practice owners can make informed decisions based on hard data rather than gut feelings or sales pitches.

Key Topics Discussed

The Marketing Trust Problem: Why marketing has earned its bad reputation and how to identify high-integrity marketers who prioritize results over profits
The Dental Marketing Index: A comprehensive analysis of 4,000+ practices that reveals what actually correlates with success vs. what agencies typically sell
Market Diagnostics: Why every marketing decision should start with understanding your local market demographics, competition, and patient behavior patterns
The "Near Me" Revolution: How patient behavior has fundamentally shifted, with "dentist near me" becoming the most searched term and average patient lifetime dropping from 14-17 years to under 5 years
The Sales Gap: Why great marketing often fails due to poor follow-through - missing online schedulers, unreturned calls, and inadequate patient experience systems
Competition as Innovation Driver: How high-density markets like DC create exceptional patient experiences through competitive pressure
The Science of Marketing: Moving from creative guesswork to measurable, forecastable strategies based on data analysis

Memorable Quotes

"Marketing's job should be to tell you, is this possible in your local market? If so, where is our best opportunity for success? And then it should give practical recommendations based on that."

"It's sort of like a patient walked in and said, I have a tooth. Therefore, I need you to pull this tooth. And your response is going to be, why don't we take a look at the tooth? How about that x-ray first?"

"All a brand is is the small bit of space you occupy in your patients' minds. What do they think when they think of your brand?"

"If you think they're doing it, they've been doing it for a while." (on data privacy and corporate surveillance)

"There is a way to reduce complexity... hire good people to solve problems. If you understand where you want to go as a practice owner... recognize what the challenges are you must overcome, and hire good people to solve those problems."

The Bottom Line

Marketing doesn't have to be a guessing game. When approached scientifically - with proper market analysis, competitive benchmarking, and data-driven decision making - it becomes a powerful tool for practice growth. The key is finding marketers who prioritize your success over their service offerings and who can provide the objective "map" you need to navigate from where you are to where you want to go.

Bio:

Justin Strong is the Founder and CEO of Room 118, Inc., a dental research and marketing agency focused on data-driven practice growth. With 25 years of experience in marketing and strategy, he's led multi-billion-dollar initiatives at Verizon Enterprise Solutions and McCann. Recognizing the gap in evidence-based dental marketing, Justin pioneered the Dental Marketing Index, analyzing 4,000+ practices to identify what actually drives results. He specializes in helping practice owners move from random marketing tactics to predictable, high-ROI strategies using Fortune 500-level data insights applied to local dental marketing.

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Independent Practice Isn't Dead: How Physicians Can Thrive Outside Big Healthcare Featuring David T. Ford, EP 183

Tracy sits down with David Ford, CEO of CMA Physician Services, to challenge the notion that independent medical practices are becoming obsolete. David shares his passion for supporting private practitioners and unveils Medway, a new subscription-based service designed to lift administrative burdens off physicians' shoulders. Through compelling stories and practical insights, David makes the case that private practice may actually be the wave of the future, with more physicians seeking independence and control over their practice style. This conversation offers hope and practical guidance for healthcare providers considering or currently managing independent practices.

Episode Highlights:

CMA Physician Services' mission to help independent practices thrive through "the upside of coordination without the downside of consolidation"

How the soon-to-launch Medway service helps physicians outsource administrative burdens like payroll, benefits, and compliance

The story of a physician in California's high desert who can continue serving Medicare patients thanks to shared savings programs

Why private practice isn't dead - and may actually be making a comeback

The systemic challenges facing new physicians with student debt, and programs that help address these barriers

How lifting administrative burdens gives physicians more time for patients AND personal life

The importance of community-centered healthcare and treating social determinants of health

Memorable Quotes:

"Independent practice isn't dead, like you can do it." - David Ford

"You didn't do all that schooling to run payroll." - David Ford

"Why would you own your practice if you don't have control over your schedule and your time? What's the point?" - Tracy Cherpeski

"I think of it like standing on the beach and seeing the swell that's a half mile out... it's not a wave yet, but you can see a little bit of a swell out there." - David Ford on the trend of physicians returning to private practice

"It can be done... It probably can't be done the same way it was 50 or 60 years ago. You have to approach it a little differently... But it is very much still possible. You can do it. You can be successful and you can thrive, have your practice and still have the life you want to have." - David Ford

Bio:

David Ford serves as the CEO of CMA Physician Services, a subsidiary of the California Medical Association. A nationally recognized expert in health information technology, David previously led as Vice President of Health IT at CMA where he developed thought leadership in electronic health records, health information exchange, and telehealth. Prior to CMA, he was Executive Director of CalHIPSO, the nation's largest federally designated Regional Extension Center, where he helped thousands of safety net providers implement health IT systems to improve care delivery and participate in payment reform. David began his career in the California State Legislature, most recently as Chief of Staff to then-Assemblymember Ted Lieu. He holds a BA in Political Science from The American University in Washington, D.C.

Find David:

BlueSky

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Leadership Hats: How Healthcare Providers Can Transform Clinical Confidence into Business Success – A Special Snack Episode, EP 182

In this enlightening "snack episode," host Miranda Dorta turns the mic around to interview Tracy Cherpeski about the critical connection between leadership approaches and healthcare practice success. Tracy reveals how healthcare providers often exhibit confidence in clinical settings but struggle with business leadership, sharing practical insights on adapting leadership styles while maintaining authenticity. She introduces the concept of "changing hats" to help practitioners mentally transition between clinical and leadership roles, and emphasizes that micromanagement isn't always negative when applied strategically. Tracy's most impactful leadership tip? The power of the pause—what she calls "WAIT" (Why Am I Talking?)—allowing leaders to respond thoughtfully rather than reactively.

Episode Highlights:

The pattern Tracy observed in healthcare providers: confidence in clinical delegation but timidity in business leadership

How practitioners can transfer clinical skills to leadership while knowing which habits to "surgically remove"

The cognitive trick of "changing hats" to help the brain switch between clinical and leadership mindsets

Why micromanagement isn't always negative and when it might be necessary

The most powerful leadership adjustment: learning to pause before reacting

Memorable Quotes:

"Sometimes their business model is to hope for the best."

"Leadership doesn't mean knowing everything. It doesn't mean being in command or control of every single thing."

"Micromanagement - it's not a four-letter word, but it sounds like it could be."

"If you take your hands off, not abdicate your responsibility for success, but take your hands off and let them do their work, they will rise to the occasion."

"We call it WAIT. It's an acronym. Why Am I Talking?"

Miranda’s Bio:

Miranda Dorta, B.F.A. (she/her/hers) is the Manager of Operations and PR at Tracy Cherpeski International. A graduate of Savannah College of Art and Design with expertise in writing and creative storytelling, Miranda brings her skills in operations, public relations, and communication strategies to the Thriving Practice community. Based in the City of Oaks, she joined the team in 2021 and has been instrumental in streamlining operations while managing the company's public presence since 2022.

Tracy’s Bio:

Tracy Cherpeski, MBA, MA, CPSC (she/her/hers) is the Founder of Tracy Cherpeski International and Thriving Practice Community. As a Business Consultant and Executive Coach, Tracy helps healthcare practice owners scale their businesses without sacrificing wellbeing. Through strategic planning, leadership development, and mindset mastery, she empowers clients to reclaim their time and reach their potential. Based in Chapel Hill, NC, Tracy serves clients worldwide and is the Executive Producer and Host of the Thriving Practice podcast. Her guiding philosophy: Survival is not enough; life is meant to be celebrated.

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Outpointing the Competition: Data-Driven Growth Strategies in Healthcare Featuring Asha Strazzero-Wild, EP 181

In this episode, we speak with Asha Strazzero-Wild, co-founder of Outpointe, a growth strategy and execution firm specializing in healthcare. Asha shares her fascinating journey from aspiring doctor to education and public health before founding Outpointe with business partner Kelly Wilder. Their firm helps healthcare organizations optimize resources and improve patient and provider experiences through data-driven strategies and tactical support. Drawing on their combined 50 years of experience, Asha and Kelly guide healthcare companies in prioritizing initiatives, aligning metrics, and executing effectively on their vision in an increasingly complex market.

Key Takeaways

Data-driven decision making is crucial for healthcare organizations to prioritize initiatives and allocate resources effectively

The importance of speaking the same language when defining metrics and success criteria before launching initiatives

Outpointe's proprietary Growth Readiness Outlook assessment helps organizations evaluate their readiness for growth across key areas including customer experience, financial work, sales and marketing, and workforce development

The value of intentionally seeking feedback from those implementing best practices in your industry to drive continuous improvement

Why focusing on your strengths is as important as addressing areas for improvement when building effective teams

The boxing inspiration behind the name "Outpointe" - strategically coming back round after round to outpoint your opponent (the market)

Memorable Quotes

"Everyone says 'I've got this great idea,' but actually operationalizing that and executing on it and being strategic about what you choose to do and not do is hard."

"At the end of the day, we're all working to help make healthcare better."

"Don't focus exclusively on what you need to do better. Don't forget to focus on what you do really well, and keep doing that really well."

"When you're thinking about how you are going to allow yourself to grow and evolve with the market and the market needs, it's really important. And it shouldn't be done in a vacuum."

Resources Mentioned

Book Recommendation: StrengthsFinder - for identifying your strengths and building effective teams

Bio:

Asha brings over 10 years of healthcare sector experience spanning public health, health technology, and corporate marketing. As co-founder of Outpointe, she helps healthcare organizations implement effective systems and processes for sustainable growth and successful innovation launches.

At The Advisory Board Company, Asha earned Pragmatic Marketing certifications and launched nearly a dozen successful analytics products. Later, as Senior Vice President of Integrated Sales and Marketing at a leading life sciences company, she drove effective marketing strategies that generated nearly $50 million in sales over three years. Her expertise includes managing multi-million-dollar budgets, integrating sales and marketing functions, and measuring marketing ROI.

Asha has overseen multiple acquisitions and product launches throughout her career. When not working, she enjoys spending time at the hockey rink with her son and leading community volunteer efforts in the Boston area.

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