In this episode of Voices of Otolaryngology, host Rahul Shah, MD, MBA, talks with Srinivas R. Kaza, MD, a veteran otolaryngologist from Rochester, New York, who leads by example when it comes to creative, resourceful practice growth through  marketing and reputation management. Dr. Kaza explains how his group leverages word-of-mouth, Google reviews, patient feedback, and targeted outreach to referring doctors. Dr. Kaza breaks down lessons from his panel presentation at the 2025 AAO-HNS/F OTO Forum on how practices can tailor their marketing strategies based on budget, market size, and local needs.  Listeners will also hear tips on handling negative reviews, building loyalty through authentic engagement, and why focusing on the Four A’s—affability, availability, accountability, and ability—creates a lasting flywheel of growth.