What happens when a company built to save patients almost bankrupts the family that runs it?

J.R. Greene is founder and vice chair of Psychiatric Medical Care, a behavioral health company he grew from a handful of failing locations into a 400-site operation spanning geriatric IOP, adolescent programs, inpatient psychiatry, and telehealth. Mark Scrivner, Jeff Skillen, and Lee Pepper sit down with J.R. to unpack how his father's refusal to abandon patients became the founding principle of the business, how a niche strategy of "being the only" fueled sustainable growth, and how he navigated bringing on a private equity partner without losing sight of the company's mission. Behavioral health leaders and treatment center operators will walk away with a clear-eyed look at organic growth, family business dynamics, and building a culture that scales.

Key Moments

• 00:45 – Introduction: J.R. Greene, founder and vice chair of Psychiatric Medical Care
• 02:37 – The origin story behind J.R.'s new book, My Magic Tux
• 14:25 – Dad's stand: "Who's gonna take care of my patients?"
• 27:24 – Why the most successful entrepreneurs are usually the ones who've failed the most
• 42:32 – A baseball dugout conversation sparks the launch of Embrace You
• 44:31 – "Don't be the best, be the only" — the niche strategy behind PMC's growth
• 50:24 – The decision to bring on a private equity partner
• 55:00 – Choosing a partner for expertise over the highest bid: the Consonance Capital story

Learn More & Connect

Show Notes + Resources: https://snapshotinteractive.com/mastermined Connect with J.R. Greene: https://www.linkedin.com/in/j-r-greene-fache-b3bb731/ | https://www.superfandiaries.com Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com Connect with Lee Pepper: https://www.linkedin.com/in/leepepper | https://www.neveroutmatched.com Our Sponsor - Snapshot: https://snapshot.agency/health Follow MasterMined: https://snapshotinteractive.com/mastermined

More from J.R. Greene: Superfan Diaries: https://www.superfandiaries.com | TikTok: https://www.tiktok.com/@superfandiaries | YouTube: https://www.youtube.com/@superfandiaries | Instagram: https://www.instagram.com/thesuperfandiaries My Magic Tux: https://www.mymagictux.com | Pinterest: https://www.pinterest.com/mymagictux | Instagram: https://www.instagram.com/mymagictux | TikTok: https://www.tiktok.com/@mymagictuxbook

#MasterMinedPodcast #BehavioralHealth #RuralHealthcare #BehavioralHealthLeadership #HealthcareEntrepreneurship #GeriatricCare

What if trying to serve everyone is actually the reason your admissions numbers are stalling?

In this OG episode, Mark Scrivner and Jeff Skillen dig into one of the most consequential shifts in behavioral health marketing: the move away from broad, generalist programming toward hyper-focused specialty tracks.

Jeff breaks down why "bigger is better" thinking is losing ground, how the "don't be the best, be the only" framework applies directly to treatment center branding, and why niching down can actually lower cost per acquisition instead of shrinking your referral pipeline. They cover how to identify a niche, how to tell a real specialty program from one that's just keyword-stuffing its website, and which population segments — autism spectrum, gambling and process addictions, geriatrics — are seeing the fastest growth right now.

Behavioral health leaders will walk away with a clear framework for deciding whether to specialize, how to build it out operationally, and what it takes to become "the only" in their category.

Key Moments 00:00 – Cold open: the fastest-growing programs aren't trying to serve everyone 01:11 – Setting up the episode: niche populations, specialty tracks, and what's driving stronger positioning 02:39 – The left-handed guitarist analogy: why people seek out those who "get them" 07:23 – The branding framework: "don't be the best, be the only" 08:24 – The Cleveland Clinic example — owning a category in the mind of the consumer 15:17 – How niching down actually lowers cost per acquisition 19:06 – The hard truth about specialization most leaders don't see coming 22:09 – The hottest niches right now: autism spectrum and gambling/process addiction

Learn More & Connect

Show Notes + Resources: https://snapshotinteractive.com/mastermined Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com Our Sponsor - Snapshot: https://snapshot.agency/health

Follow MasterMined: https://snapshotinteractive.com/mastermined

#MasterMinedPodcast #BehavioralHealth #NicheMarketing #TreatmentCenterGrowth #AddictionRecovery #HealthcareLeadership

What if the biggest lever for fixing addiction treatment reimbursement wasn't a new law, but a file most people are too afraid to open? This episode, recorded at NAATP Nationals 2026, features Greg Williams of Third Horizon, a health policy consultant, data strategist, and person in long-term recovery whose own insurance denial as a teenager set him on a career-long mission to fix how behavioral health is paid for. Greg joins hosts Mark Scrivner and Jeff Skillen to unpack how payer machine-readable files are exposing massive reimbursement gaps between mental health and physical health providers, why patient steerage and the No Surprises Act are reshaping the in-network conversation, and how value-based care is finally moving from theory to practice in addiction treatment. Behavioral health leaders will walk away with a clearer picture of where reimbursement is headed, and how to position their organizations before the market gets there first.

Key Moments 03:17 – Greg's personal recovery story and the insurance denial that shaped his career 06:28 – The origin of the 2008 Mental Health Parity and Addiction Equity Act 09:32 – What payer machine-readable files are and why most providers have never opened one 21:52 – Greg's "Kayak for healthcare" vision — shopping for treatment based on value 27:04 – Breaking down the four tiers of value-based care in behavioral health 30:41 – Launching the National Mental Health Parity Index with the Kennedy Forum, AMA, and APA 38:57 – How the No Surprises Act and good faith estimates are shifting patient behavior 41:50 – Why the future of treatment means following patients for 5+ years, not 28 days

Learn More & ConnectShow Notes + Resources: https://snapshotinteractive.com/mastermined Connect with Greg Williams: https://www.linkedin.com/in/greg-d-williams/ | https://thirdhorizon.com/ Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com Our Sponsor - Snapshot: https://snapshot.agency/health Follow MasterMined: https://snapshotinteractive.com/mastermined #MasterMinedPodcast #BehavioralHealth #MentalHealthParity #AddictionRecovery #PayerTransparency #ValueBasedCare

What does it actually take to lead a behavioral health organization through the fastest-moving year the industry has seen? Recorded from the floor of NAATP National 2026 in Amelia Island, this episode brings together two of the field's most influential voices: Jamie Vinck, President of The Meadows and NAATP Board Chair, and Kelly Scaggs, President and CEO of Fellowship Hall and NAATP National 2026 Conference Chair.

Together with host Mark Scrivner and co-host Jeff Skillen, they unpack how AI adoption is reshaping everything from admissions to clinical documentation, why NAATP draws a hard line on ethics even when it costs the organization revenue, and how a for-profit and a nonprofit operator find more common ground than most would expect. Listeners will walk away with a clear-eyed view of where behavioral health leadership is heading — on technology, payer relations, mental health parity, and the next generation of CEOs — and why the decisions made in rooms like this one shape the standard of care for the entire industry.

Key Moments 00:59 – Jamie Vinck and Kelly Scaggs are introduced as leaders of The Meadows and Fellowship Hall 03:41 – Why this year's NAATP conference is centered on embracing AI 04:18 – The challenge of adopting AI ethically inside a heavily regulated industry 10:02 – Inside NAATP's ethics committee and the quality handbook that holds members accountable 14:44 – For-profit vs. nonprofit: where operations diverge and where the mission stays the same 21:55 – Advice for the next generation of behavioral health leaders coming up through the ranks 28:38 – Looking 3–5 years ahead: AI, value-based care, and payer relations 30:14 – The line that stuck: care for people who don't think they need it, paid for by people who don't think they should have to

Learn More & ConnectShow Notes + Resources: https://snapshotinteractive.com/mastermined Connect with Jamie Vinck: https://www.linkedin.com/in/jaime-vinck-88556245/ | https://www.themeadows.com/ Connect with Kelly Scaggs: https://www.linkedin.com/in/kelly-scaggs-mha-lcsw-lcas-ccs-mac-icaadc-a0b17521/ | https://fellowshiphall.com/ Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com

Our Sponsor - Snapshot: https://snapshot.agency/health Follow MasterMined: https://snapshotinteractive.com/mastermined

#MasterMinedPodcast #BehavioralHealth #AddictionRecovery #TreatmentCenterLeadership #AIinHealthcare #NAATP2026

What actually separates a future behavioral health leader from someone who's just filling a title?

In this episode of Mastermined, Mark Scrivner and co-host Jeff Skillen sit down with Sam Bierman, co-founder of Maryland Addiction Recovery Center, and Ryan Brewer, co-founder and CEO of Zia Recovery Center, at NAATP National 2026 for a candid conversation on what it takes to lead a treatment organization through change without losing what made it work in the first place. Sam and Ryan trace their paths from entry-level roles to the executive chair, the mentors who shaped them, and the "hire for character, train for skill" philosophy driving their retention and culture.

They dig into how they're deploying AI for documentation, staff training, and ambient meeting capture without letting it replace clinical judgment, and they get candid about where the real pressure sits: the intersection of care and finance. For behavioral health executives navigating consolidation, staffing, and rapid technology adoption, this conversation is a working blueprint for staying mission-first while still growing.

Key Moments 02:39 – Sam on the mentors who shaped his 20-year career and why young leaders need to find theirs 05:30 – Ryan on what young leadership brings to a foundation already built by others 07:54 – Sam and Ryan on why comfort and trust define the client experience from the first walkthrough 10:13 – The diamond analogy: why organizations, like people, grow under pressure 15:36 – Sam and Ryan on staying "always on the Care side" of the finance-and-care intersection 20:17 – Ryan on building an AI co-pilot for staff training, admissions, and crisis response 28:24 – Sam on MARC's hiring philosophy: "We hire for character and train for skill" 33:16 – The CFO/CEO adage that shapes how both leaders think about investing in their people

Learn More & Connect

Show Notes + Resources: https://snapshotinteractive.com/mastermined Connect with Sam Bierman: https://www.linkedin.com/in/sam-bierman-cap-icadc-337b5072/ | https://www.marylandaddictionrecovery.com/ Connect with Ryan Brewer: https://www.linkedin.com/in/ryan-brewer-a670b823b/ | https://ziarecoverycenter.com/ Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com Our Sponsor - Snapshot: https://snapshot.agency/health Follow MasterMined: https://snapshotinteractive.com/mastermined

#MasterMinedPodcast #BehavioralHealth #AddictionRecovery #BehavioralHealthLeadership #TreatmentCenterCulture #AIinHealthcare #EmergingLeaders

What do 41 years in adolescent behavioral health teach you, and what does the field still get wrong? John Lieberman, CEO of Visions Adolescent Treatment Centers, joined MasterMined at NAATP Nationals 2026 to break down the forces reshaping teen addiction: skyrocketing THC potency, social media's role in rewiring young brains, and why the warning signs parents have been taught to look for no longer apply. John also shares what effective adolescent treatment actually looks like, how family systems drive or derail recovery, and the story behind AYAC, one of the field's most respected annual gatherings. If you work in behavioral health, lead a treatment organization, or care about what's happening to the next generation, this conversation is essential listening.

Key Moments

02:32 – John introduces himself and reveals he's been in the field since July 29, 1985 — 41 years

04:28 – Why adolescent treatment's best-kept secret is how quickly young people can change

05:40 – The three forces driving teen addiction today: THC, social media, and misinformation

06:36 – UCLA's Dr. Fong on THC and mental health: the research says zero benefits

09:40 – Why traditional warning signs of teen substance abuse no longer apply — and what parents should watch for instead

26:18 – John's philosophy of staff culture: everyone who shows up at Visions shows up because they care

39:03 – The origin story of AYAC and the late Dr. Fiona Ray's role in building the conference

42:21 – John's daughter's treatment center, Spirit Mountain Recovery, and the legacy recovery builds

Learn More & Connect

Show Notes + Resources: https://snapshotinteractive.com/mastermined

Connect with John Lieberman: https://www.linkedin.com/in/visionsadolescenttreatment/ | https://visionsteen.com/

Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health

Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com

Our Sponsor - Snapshot: https://snapshot.agency/health

Snapshot Health | Behavioral Health Marketing Built for Growth and Impact

Snapshot Health is a strategic growth and marketing partner for behavioral health organizations nationwide. We help treatment centers, mental health providers, and recovery programs grow responsibly by aligning brand, digital strategy, and patient acquisition with clinical integrity and long-term outcomes. Our team specializes in performance-driven marketing for behavioral health, including SEO, paid media, branding, marketing strategy, website development, and admissions enablement. We focus on attracting the right patients, improving conversion, and building scalable systems that support sustainable growth. Snapshot Health brings deep expertise in compliance, ethics, and trust-based marketing. We partner closely with executive teams to drive predictable admissions growth while protecting reputation, mission, and quality of care.

Follow MasterMined: https://snapshotinteractive.com/mastermined

#MasterMinedPodcast #BehavioralHealth #AdolescentTreatment #AddictionRecovery #TeenMentalHealth #THCAwareness #BehavioralHealthLeadership

What happens when a clinically-minded leader decides to stop watching AI from the sidelines and actually run the experiment? Brian Wind, Ph.D., Chief Clinical Officer at JourneyPure, did exactly that, launching a year-long clinical research study into AI-assisted documentation and operations, and measuring every metric that mattered.

This episode of MasterMined covers how JourneyPure implemented the Sunwave AI assistant across a multi-state system of care, the data they collected, and the outcomes that surprised even Brian.

Leaders tuned in will come away with a clear-eyed, evidence-grounded playbook for evaluating AI in their own organizations, and a compelling case for why the time to move is now.

Key Moments

02:07 – Brian shares his background as a psychologist, person in long-term recovery, and how personal mission drives his work 04:08 – How declining KPIs sparked the decision to explore AI integration at JourneyPure 06:00 – The logic behind consolidating into Sunwave's ecosystem before adding AI 08:50 – Year-long clinical research methodology: user satisfaction surveys at launch, 3 months, and 12 months 10:16 – Unexpected finding: the AI's biggest initial concern (accuracy) became its most celebrated benefit 11:56 – How AI-freed clinician time led to a 9% drop in AMA rates — and an estimated $14.52M annualized revenue impact 15:57 – Unused authorized days reduced from 24% to 2.5%, and the combination of factors that made it happen 25:35 – 44 minutes saved per biopsychosocial assessment; QA ratings up 46% for clinicians and 39% for medical providers 28:20 – From caution to craving more: how staff sentiment shifted completely by the one-year mark

Learn More & Connect

Show Notes + Resources: https://snapshotinteractive.com/mastermined Connect with Brian Wind: https://www.linkedin.com/in/brian-wind-7a365216b | https://journeypure.com/ Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com Our Sponsor - Snapshot: https://snapshot.agency/health Follow MasterMined: https://snapshotinteractive.com/mastermined #MasterMinedPodcast #BehavioralHealth #AddictionRecovery #BehavioralHealthLeadership #TreatmentCenter #AIinHealthcare #ClinicalOperations #MentalHealthLeadership

What happens to your patients when they walk out the door?

For most treatment centers, that question is answered with a sheet of paper and a handshake, and AJ Diaz knows exactly how that feels. Co-founder of You Are Accountable and a person in long-term recovery himself, AJ joined hosts Mark Scrivner and Jeff Skillen on the floor of NAATP National 2026 to share how he and his co-founder, Matt, turned a gap in the continuum of care into a thriving, peer-led continuing care platform.

The conversation covers the clinical and personal origins of Accountable, why the first four hours after discharge may be the most dangerous, how 5,000 patients have produced outcomes that are turning heads industry-wide, and what the future of tech-enabled peer support looks like for behavioral health operators. Whether you run a treatment center, manage discharge planning, or are simply trying to extend the reach of your clinical work, this episode delivers a blueprint for rethinking post-discharge care.

Key Moments

• 03:11 – AJ shares the personal origin story: leaving treatment with a sheet of paper, a terrified family, and a self-designed accountability system that carried him through 3 years of early recovery
• 04:42 – The clinical insight that sparked Accountable: 12–13 hours in group, 168 hours in a week, and no window into what patients were doing outside the therapeutic structure
• 06:55 – Why peers deserve to be more than "Joe who takes you to a meeting" — the case for professionalizing peer support
• 08:31 – Outcomes that challenge the industry standard: 12% return to higher level of care against a national average of 40–50%, drawn from 5,000 patients
• 11:42 – Contingency management, recovery capital assessments, and the engagement mechanics that keep members active on the platform
• 14:45 – The discharge timing debate: why Accountable starts engaging patients two hours before they leave, not days after
• 18:10 – Transparent pricing, insurance reimbursement goals, and the equity argument for making continuing care accessible to the masses
• 21:30 – Connection as the antidote to addiction: how virtual peer support expands access to community across treatment deserts and time zones

Learn More & Connect

Show Notes + Resources: https://snapshotinteractive.com/mastermined Connect with AJ Diaz: https://www.linkedin.com/in/aj-diaz-lmsw-casac-19608a195/ | https://www.youareaccountable.com/ Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshot.agency/health Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com Connect with Lee Pepper: https://www.linkedin.com/in/leepepper | https://www.neveroutmatched.com Our Sponsor - Snapshot: https://snapshot.agency/health Follow MasterMined: https://snapshotinteractive.com/mastermined #MasterMinedPodcast #BehavioralHealth #AddictionRecovery #PeerSupport #BehavioralHealthLeadership #TreatmentCenter #RecoverySupport

What does it take to move behavioral healthcare from the margins into the mainstream?

Mark Scrivner and Jeff Skillen sit down with Dr. Joseph Lee, President and CEO of the Hazelden Betty Ford Foundation, for a powerful conversation about stigma, community, innovation, and the future of addiction treatment at NAATP National 2026.

Dr. Lee shares how Betty Ford's legacy continues to shape the industry, why belonging may be the most overlooked element of recovery, and how Hazelden Betty Ford is leveraging data, AI, research, and standardized care to advance truly personalized treatment. From the role of recovery communities to the promise of emerging therapies, this episode explores how behavioral healthcare can maintain its humanity while embracing innovation, and why people get better when they feel seen, valued, and connected.

Key Moments

00:56 – The story behind Betty Ford's commemorative White House stamp and recovery legacy

03:26 – Why breaking stigma requires more than storytelling

05:07 – How training at Duke and Johns Hopkins shaped Dr. Lee's leadership philosophy

10:20 – The evolution of Hazelden and the power of recovery communities

15:22 – Why standardized care is the foundation for personalized treatment

20:07 – Building workforce pipelines through innovative education programs

25:06 – Measuring "changing hearts" in addiction recovery

31:04 – Why the traditional medical model struggles with chronic behavioral health conditions

35:14 – The opportunities and risks of AI in behavioral healthcare

41:44 – The surprising lesson a young patient taught about community and connection

Learn More & Connect Show Notes + Resources: https://snapshotinteractive.com/mastermined

Connect with Joseph Lee: https://www.linkedin.com/in/joseph-lee-m-d-0063b931/ | https://www.hazeldenbettyford.org/

Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner/ | https://snapshot.agency/health

Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com

Our Sponsor - Snapshot: https://snapshot.agency/health

Snapshot Health | Behavioral Health Marketing Built for Growth and Impact

Snapshot Health is a strategic growth and marketing partner for behavioral health organizations nationwide. We help treatment centers, mental health providers, and recovery programs grow responsibly by aligning brand, digital strategy, and patient acquisition with clinical integrity and long-term outcomes. Our team specializes in performance-driven marketing for behavioral health, including SEO, paid media, branding, marketing strategy, website development, and admissions enablement. We focus on attracting the right patients, improving conversion, and building scalable systems that support sustainable growth. Snapshot Health brings deep expertise in compliance, ethics, and trust-based marketing. We partner closely with executive teams to drive predictable admissions growth while protecting reputation, mission, and quality of care.

What happens when behavioral healthcare moves beyond labels and starts focusing on root causes?

In this episode of MasterMined, Mark Scrivner and Jeff Skillen sit down with Cole Dyar, Executive Director of Northbound Treatment Services and Co-Founder of Nourish Wellness, to discuss the evolution of mental health treatment, the importance of accurate diagnosis, and why outcomes—not assumptions—should guide care.

Cole shares his journey from recovery to leadership, how Nourish Wellness was built to address gaps in psychiatric care, and why understanding the person behind the diagnosis is essential for lasting recovery. He also explores the challenges facing behavioral healthcare today, including payer relationships, workforce development, operational alignment, and the growing role of artificial intelligence.

Whether you're a behavioral health executive, clinician, operator, or innovator, this conversation offers practical insights on building programs that truly improve outcomes while preparing organizations for the future of care.

Key Moments

01:35 – Cole shares his recovery journey and entry into behavioral healthcare

04:16 – Identifying critical gaps in psychiatric stabilization and treatment access

14:15 – The vision behind launching Nourish Wellness

15:45 – Why accurate diagnosis changes everything for patients

18:02 – Measuring outcomes and proving treatment effectiveness

20:07 – What truly effective mental health treatment looks like

25:23 – The biggest challenges facing behavioral healthcare today

29:57 – A powerful perspective on addiction stigma and person-centered care

40:39 – Becoming an AI champion inside a large treatment organization

48:56 – The future of AI implementation in behavioral healthcare Learn More & Connect

Show Notes + Resources: https://snapshotinteractive.com/mastermined

Connect with Cole Dyar: https://www.linkedin.com/in/coledyar/ | https://northboundtreatment.com

Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner/ | https://snapshot.agency/health

Connect with Jeff Skillen: https://www.linkedin.com/in/jeff-skillen-199507/ | https://www.skillsetenterprises.com

Our Sponsor - Snapshot: https://snapshot.agency/health Snapshot Health | Behavioral Health Marketing Built for Growth and Impact

Snapshot Health is a strategic growth and marketing partner for behavioral health organizations nationwide. We help treatment centers, mental health providers, and recovery programs grow responsibly by aligning brand, digital strategy, and patient acquisition with clinical integrity and long-term outcomes. Our team specializes in performance-driven marketing for behavioral health, including SEO, paid media, branding, marketing strategy, website development, and admissions enablement. We focus on attracting the right patients, improving conversion, and building scalable systems that support sustainable growth. Snapshot Health brings deep expertise in compliance, ethics, and trust-based marketing. We partner closely with executive teams to drive predictable admissions growth while protecting reputation, mission, and quality of care.