MasterMined: A Behavioral & Mental Health Podcast

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MasterMined isn't just about learning — it's about digging deep to uncover what truly works in the business of behavioral health. This podcast will explore the innovative strategies, operational frameworks, and leadership lessons driving success in the mental health industry. From scaling private practices to managing multi-location organizations, each episode delivers clear, candid, and compelling conversations to help business owners, executives, and industry leaders build, optimize, and scale their behavioral health organizations—without losing sight of their mission.

  1. 1d ago

    Healing, Hope and Recovery with Denise Marsters

    What happens to women after they leave treatment, and who's responsible for what comes next? In this episode of MasterMined, Mark Scrivner, Jeff Skillen, and Lee Pepper sit down with Denise Marsters, founder and CEO of The McCoy House Extended Care for Women in Jackson, Mississippi. Denise shares her own 32-year recovery journey — from active addiction to a career as a substance use disorder therapist — and the personal loss that led her to open a home for women who had nowhere safe to land after inpatient treatment. The conversation covers what separates sober living from true extended care, how McCoy House built a self-sustaining thrift store and employment pipeline for its residents, and why Denise turned down the chance to franchise her model. It's a candid, deeply human look at what sustainable recovery infrastructure actually requires — essential listening for any behavioral health leader thinking about the gap between discharge and lasting change. Key Moments 03:35 – Denise shares 32 years in recovery and the moment that first sparked the idea for McCoy House 03:52 – The rock-bottom moment that finally pushed Denise into treatment 08:57 – A surprise transfer to the women's unit becomes the turning point in her career 29:03 – The house that would become McCoy House — and the story behind its name 33:11 – "God does not pick the equipped" — the words that carried her through 39:00 – McCoy House by the numbers: hundreds of women served, dozens of alumni stories 42:21 – Why extended care goes further than sober living 48:53 – Building the thrift store: purpose, income, and self-worth Learn More & Connect Show Notes + Resources: https://snapshotinteractive.com/mastermined  Connect with Denise Marsters: https://www.linkedin.com/in/denise-marsters-09bab718/  |  https://themccoyhouse.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 #ExtendedCare #AddictionRecovery #WomensRecovery #SoberLivingVsExtendedCare

    Healing, Hope and Recovery with Denise Marsters

  2. Aug 11

    Brand vs Lead Generation: What Actually Builds a Sustainable Program?

    Most behavioral health programs treat lead generation as the growth lever — but the operators winning long-term have built something deeper: a brand that holds up at every touchpoint. In this OG episode, Mark Scrivner and Jeff Skillen break down the two sides of brand (the story you tell vs. the experience people actually get), why lead gen without a defined brand backfires, and how to align clinical, operations, admissions, and marketing teams around a clear profile of who you serve. They walk through every touchpoint a prospective client or referral source experiences — website, first call, curb appeal, front-line staff, alumni — and share a field-tested "phone test" for auditing your own brand feeling. Leaders and executives will walk away with a practical framework for building a brand that drives cheaper, stickier leads instead of chasing volume that a shaky brand can't convert. Key Moments 01:46 – Jeff defines brand: the story you tell vs. the experience people have 07:38 – Why flooding an undefined brand with leads backfires 09:41 – Aligning clinical, ops, admissions, and marketing around one client profile 14:30 – Every touchpoint inside the facility that shapes brand experience 16:23 – The curb-appeal story: a strong website, a car that never gets out of it 19:22 – The "last 10 calls" exercise for auditing your own brand feeling 21:30 – How a strong brand changes the economics of marketing spend 23:35 – The Jiffy Lube example: why brand gets ignored until it breaks 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 #TreatmentCenterCulture #AddictionRecovery #BehavioralHealthLeadership #HealthcareMarketing

    Brand vs Lead Generation: What Actually Builds a Sustainable Program?

  3. Aug 4

    The Niche That Built an Empire: J.R. Greene's Behavioral Health Playbook

    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

    The Niche That Built an Empire: J.R. Greene's Behavioral Health Playbook

  4. Jul 28

    The Niche Advantage: Why Specialty Programs Are Winning

    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

    The Niche Advantage: Why Specialty Programs Are Winning

  5. Jul 21

    Inside the Payer Files: How Third Horizon Is Exposing What Insurance Companies Really Pay with Greg Williams

    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 & Connect Show 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

    Inside the Payer Files: How Third Horizon Is Exposing What Insurance Companies Really Pay with Greg Williams

  6. Jul 14

    Leading with a Clinician's Heart: Making a Difference in Behavioral Health with Jaime Vinck and Kelly Scaggs

    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 & Connect Show 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

    Leading with a Clinician's Heart: Making a Difference in Behavioral Health with Jaime Vinck and Kelly Scaggs

  7. Jul 7

    How the Next Generation of Behavioral Health Leaders Is Building Culture, Trust, and AI-Driven Care

    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

    How the Next Generation of Behavioral Health Leaders Is Building Culture, Trust, and AI-Driven Care

  8. Jun 30

    Adolescent Treatment in Crisis: THC, Social Media and Recovery with John Lieberman

    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

    Adolescent Treatment in Crisis: THC, Social Media and Recovery with John Lieberman
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MasterMined isn't just about learning — it's about digging deep to uncover what truly works in the business of behavioral health. This podcast will explore the innovative strategies, operational frameworks, and leadership lessons driving success in the mental health industry. From scaling private practices to managing multi-location organizations, each episode delivers clear, candid, and compelling conversations to help business owners, executives, and industry leaders build, optimize, and scale their behavioral health organizations—without losing sight of their mission.

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