Growth Unbound: Featuring Stephen Wills - Baker Marketing Laboratory: Marketing for the Healthcare Industry

Growth Unbound with

Stephen Wills

Knoxville Pediatric Associates

Episode Description

In this episode of Growth Unbound, our host, Gavin Baker, talks to Stephen Wills, CEO of Knoxville Pediatric Associates, about how pediatricians are handling new challenges in the field that have arisen in the past few years, including vaccine pushback, a generational differences, and the impact of social media on patient care. Stephen and Gavin also dive into the interesting benefits that a background in sales can provide in the healthcare world. As the CEO of a rapidly expanding practice, Stephen offers unique insights into the inner workings of the industry and the complexities of leading in today’s evolving healthcare landscape.

“The power of self-talk is a pretty amazing thing, whether it's informed by yourself or even by somebody else.”

About Stephen Wills

Stephen Wills is the CEO of Knoxville Pediatric Associates, having spent most of his career in the healthcare industry. After originally planning to go into sports radio and later sales, Stephen found himself in the healthcare industry, and he has been passionate about driving the success of several medical groups, Knoxville Pediatric Associates included. A strong proponent of face-to-face connections to drive business, Stephen now works to help pediatrics evolve and adapt so that patients can get the help they need.

About Growth Unbound

Hosted by Gavin Baker, President and Founder of Baker Marketing Laboratory

Welcome to the Growth Unbound podcast, powered by Baker Marketing. Join us as we interview accomplished professionals in the healthcare industry and beyond. Together we’ll learn about their experiences, challenges, and triumphs in driving growth through marketing in their organizations.

Whether you’re an executive looking to improve your marketing strategies or simply someone passionate about unlocking business potential, the Growth Unbound podcast has something for you. Immerse yourself in inspiring stories, gain valuable insights, and receive practical advice that can propel your organization to new heights. Tune in today!

Episode Summary

Introduction to Knoxville Pediatric Associates (00:00–01:57): Stephen Wills explains the scope of Knoxville Pediatric Associates (KPA), its size (five locations, 180 employees, 34 providers), and its independence as the largest pediatric group in the region.
Career Path to CEO (01:57–03:23): Wills describes how networking led to his role as CEO of KPA.
Challenges with Vaccine Hesitancy (03:23–07:34): Wills discusses the rise in vaccine hesitancy, fueled by social media, and how KPA handles educating parents and enforcing its vaccine policy.
Impact of TikTok on Healthcare (07:34–10:54): Social media, especially TikTok, has led to the spread of misinformation. KPA addresses these challenges through intentional patient education.
KPA’s Growth Plans (10:54–16:00): The organization plans to expand to underserved areas while continuing to backfill positions left by retiring physicians.
Mental Health Concerns (16:00–19:09): KPA is responding to rising mental health issues in children by providing basic care and referring complex cases to specialists.
Leadership and Sales Experience (19:09–27:26): Wills reflects on how his background in healthcare sales shaped his leadership approach and helped him navigate relationships with doctors.
Organizational Changes (27:26–37:51): Wills shares how he has been implementing new initiatives, particularly updating internal reporting and enhancing leadership communication.
Future Initiatives (37:51–50:49): KPA’s top priorities for the next 6–12 months include stabilizing the management team and improving financial reporting processes.
Leadership Lessons (50:49–55:53): Wills shares insights from watching Ted Lasso, emphasizing leadership takeaways and reminders of things leaders often forget.