The Practice Profit System

In this episode, I sit down with Sammy Cosa, the marketer who helped rebuild the business behind the practice that first hired me as a coach four years ago. Sammy's whole philosophy starts with a simple idea: people remember stories over facts. When he took over marketing at a functional medicine clinic, the first thing he did was strip the needles and white lab coats off the website, the images that make people anxious, and replace them with transformation, healing, and families flourishing. He calls it sterile marketing versus real, authentic storytelling, and he's convinced the clinics that win are the ones brave enough to tell their own story.

From there, we get into the stuff most doctors never hear in med school. Why the visionary in the room is almost never the right person to run operations, and why you need an integrator. Why rest is the most overlooked business strategy there is, and why I'll tell a burned-out client to take their spouse on a date and drink some water before we talk tactics. And we go deep on pricing, the place where I see the most self-sabotage. Your bleeding heart will bleed to death. What you charge tells a prospect everything they need to know about your skill set, and the reason so many great clinicians keep their prices too low usually has nothing to do with the market and everything to do with a voice in their head. This one is for the doctor who's ready to stop being an employee in their own practice and start running it like an owner.

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Sammy Cosa is a marketer, business coach, and the founder of Cosa Collective. The ninth of nine children born to first-generation Romanian immigrants, he built his way from ultrasound tech to top-rated wedding photographer to marketing leader, learning early that the story you tell is the thing people actually remember.

He cut his teeth in functional medicine as Director of Marketing and Business Development at the Functional Medicine Institute, where he helped a twenty-plus-provider practice build a real cash-pay business. Today he works as an embedded partner and integrator for cash-pay and direct-care clinics, using a simple framework he calls COSA (Clarity, Optimization, Strategy, Action) to turn great clinicians into real business owners.

Website: cosacollective.us

LinkedIn: https://www.linkedin.com/in/sammy-cosa/

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Matthew Gillogly is the founder of Mavrix Profit System, helping doctors escape the insurance trap and build thriving cash practices. A former PGA Golf Professional turned business strategist, he has scaled companies worldwide. 

He is also the host of the Out of the System Podcast, where he teaches physicians how to break repeating patterns, lower stress-driven decision-making, and build autonomy with clarity. Through his Flow Method, group calls, masterminds, and guided practices, Matthew helps doctors retrain the internal 'threat response' that can cap growth so they can practice differently, lead differently, and build a future that feels safe to step into.

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Connect with us:

Schedule a Discovery Call at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MavrixProfitSystem.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

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PODCAST

Produced by: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://drtalks.com/podcast-service/⁠⁠

In this episode, I sit down with Rebekah Duron, a serial entrepreneur who has built and rebuilt companies across construction, brick-and-mortar, and marketing, to unpack the part of practice growth most doctors ignore: what happens after the lead comes in. Rebekah's take is blunt. Cash flow is the blood in your veins, and most businesses are bleeding out not because they lack leads, but because nobody answers the phone, follows up, or makes an offer. Before she runs a single ad, she mines the leads a business already has with a simple sequence of texts and emails she calls a create-more-cash campaign, and pulls out sales the owner already paid to acquire.

From there, we get into where patients actually find you now. Roughly 70% of local searches never scroll past the top three map results, so being relevant to Google (your business profile, your category, your keywords, an embedded map) matters more than a slick logo or a twenty-thousand-dollar website. We also dig into the shift happening in real time: the top of the search page is now an AI answer, traditional SEO is sliding to the second page, and a new game, optimizing for AI-driven search, is opening up for the practices willing to move first. And we close on the thing underneath all of it: the identity shift a doctor has to make to stop feeling like an employee in their own business and start running it like an owner.

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Rebekah Duron is a serial entrepreneur and the founder of My Main Street Marketing. She and her husband married at nineteen and started their first company at twenty, and over the years they have built and rebuilt businesses across construction, local brick-and-mortar, and jiu-jitsu, learning marketing the hard way when they had to fill their own studios and storefronts.

Today, Rebekah helps local business owners and clinic owners get found through Google Maps and local search, fix the sales process that quietly costs them revenue, and turn the leads they already have into paying customers. Her focus is practical and results-first: more customers without pouring six figures into ads every month.

Website: https://mainstreetprofitmachines.net/

LinkedIn: linkedin.com/in/rebekah-duron

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Matthew Gillogly is the founder of Mavrix Profit System, helping doctors escape the insurance trap and build thriving cash practices. A former PGA Golf Professional turned business strategist, he has scaled companies worldwide. 

He is also the host of the Out of the System Podcast, where he teaches physicians how to break repeating patterns, lower stress-driven decision-making, and build autonomy with clarity. Through his Flow Method, group calls, masterminds, and guided practices, Matthew helps doctors retrain the internal 'threat response' that can cap growth so they can practice differently, lead differently, and build a future that feels safe to step into.

- - - - - 

Connect with us:

Schedule a Discovery Call at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MavrixProfitSystem.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

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PODCAST

Produced by: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://drtalks.com/podcast-service/⁠⁠

In this episode, I talk about AI and the medical industry, straight from the floor of the IOF conference in Denver, where it was the topic on everyone's mind. I open with the scene from Primary Colors where John Travolta's character tells a room of factory workers the truth nobody wants to hear: those jobs aren't coming back. Medicine is having its own version of that moment.

I walk through why I'm not worried, and why you shouldn't be either. We cover how my own team built a full CRM in 72 hours with zero coding experience, why surgeons aren't as untouchable as they think, and the real reason the system works you to exhaustion. The answer isn't to fear AI, or even to master it. It's to lead. If you're ready to stop waiting and start building a practice on your own terms, this one's for you.

- - - - - 

Matthew Gillogly is the founder of Mavrix Profit System, helping doctors escape the insurance trap and build thriving cash practices. A former PGA Golf Professional turned business strategist, he has scaled companies worldwide. 

He is also the host of the Out of the System Podcast, where he teaches physicians how to break repeating patterns, lower stress-driven decision-making, and build autonomy with clarity. Through his Flow Method, group calls, masterminds, and guided practices, Matthew helps doctors retrain the internal 'threat response' that can cap growth so they can practice differently, lead differently, and build a future that feels safe to step into.

- - - - - 

Connect with us:

Schedule a Discovery Call at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MavrixProfitSystem.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Subscribe: ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Apple Podcast⁠⁠⁠⁠⁠ & ⁠⁠⁠⁠⁠iHeart Radio⁠⁠⁠⁠⁠

PODCAST

Produced by: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://drtalks.com/podcast-service/⁠⁠

The deepest trap in medicine may not be paperwork, insurance, or burnout, it may be the belief that doctors are wrong for wanting to be paid well.

In this episode of the Out of the System Podcast, Matthew Gillogly exposes what he calls “The Great Gaslight,” the long-running conditioning that makes doctors question their own worth. He walks through how administrators, insurance companies, media narratives, patient conditioning, and medical school programming have trained physicians to avoid money conversations and feel guilty for charging appropriately.

Matthew also challenges the idea that staying financially strained makes a doctor more noble. He explains why patients often value what they invest in, why low pricing can signal low value, and why doctors who reclaim their worth may actually create more time, energy, and capacity to serve the people who need them.

- - - - - 

Matthew Gillogly is the founder of Mavrix Profit System, helping doctors escape the insurance trap and build thriving cash practices. A former PGA Golf Professional turned business strategist, he has scaled companies worldwide. 

He is also the host of the Out of the System Podcast, where he teaches physicians how to break repeating patterns, lower stress-driven decision-making, and build autonomy with clarity. Through his Flow Method, group calls, masterminds, and guided practices, Matthew helps doctors retrain the internal 'threat response' that can cap growth so they can practice differently, lead differently, and build a future that feels safe to step into.

- - - - - 

Connect with us:

Schedule a Discovery Call at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MavrixProfitSystem.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Subscribe: ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, ⁠⁠⁠⁠Apple Podcast⁠⁠⁠⁠ & ⁠⁠⁠⁠iHeart Radio⁠⁠⁠⁠

PODCAST

Produced by: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://drtalks.com/podcast-service/⁠⁠

The strongest teams are often built by people who are willing to do the unglamorous work.

In this Out of the System episode, Steve Govett reflects on his years in lacrosse, from being one of the “grinders” on championship teams to leading organizations from the front office. He shares why great chemistry is not magic, why every role matters, and why leaders have to understand the people behind the performance.

The conversation goes deep into the realities of leadership, including hard conversations, ego, team fit, losing, accountability, virtual work, and why championship culture cannot simply be copied. Steve also opens up about the exhaustion of being constantly “on” as a leader and how modern teams require a different kind of connection, communication, and adaptability.

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Steve Govett is a longtime lacrosse leader, former player, executive, and team builder with championship experience across multiple roles. In the conversation, he reflects on winning with the Wings, serving as GM with the Mammoth, playing alongside some of the sport’s most respected names, and building teams where role clarity, trust, and chemistry mattered as much as talent.

Known for his behind-the-scenes leadership style, Steve brings a practical and deeply personal perspective on what makes teams work. His philosophy centers on connection, accountability, hard conversations, and building organizations like puzzle pieces—where every person has to fit, contribute, and understand their role.

LinkedIn: https://www.linkedin.com/in/steve-govett-

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Connect with us:

Schedule a Discovery Call at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠MavrixProfitSystem.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ 

Subscribe: ⁠⁠⁠Spotify⁠⁠⁠, ⁠⁠⁠Apple Podcast⁠⁠⁠ & ⁠⁠⁠iHeart Radio⁠⁠⁠

PODCAST

Produced by: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://drtalks.com/podcast-service/⁠⁠