Radiology Management Leadership Team

Our management team consists of seasoned professionals who lead the company to meet the challenges of tomorrow. Staff members share ideas and information to further the business goals of our clients. We are “one company.” We place the best interests of clients ahead of our individual interests, and we stand ready to provide assistance and support to one another at all times.

ADVOCATE is a friendly, enthusiastic and professional atmosphere. Our congenial, team-oriented approach to our business accentuates the positive and constructively encourages personal development. We seek individuals with the ability to be creative thinkers and planners who will develop into tomorrow’s leaders.


Kirk Reinitz, CPA

Kirk Reinitz, CPA

President/CEO

Kirk provides the leadership and strategic direction to keep ADVOCATE at the forefront of a rapidly changing industry. Kirk spends considerable time in strategic planning to advance the company’s mission and objectives and to promote revenue, profitability and growth. Kirk oversees company operations to insure production efficiency, quality, service, and cost-effective management of resources.

Kirk has 20 years of experience in radiology billing and management. Prior to starting ADVOCATE, Kirk served as a Radiology Practice Administrator for Radiology Associates, P.C. (RAPC) in Centerville, Virginia.  Prior to RAPC, Kirk was a Regional Operations Manager of a leading, nationally-recognized, healthcare services company, Medical Management Sciences. Kirk started his career practicing public accounting with the Washington, DC office of Laventhol & Horwath.

In addition to his strengths as a leader, manager, and executive, Kirk has authored numerous articles on radiology revenue cycle management and radiology practice management. Having the utmost regard for legal, ethical, and compliance considerations, he is well-respected for his ability to optimize radiology practice revenue through the disciplined application of core business values. Kirk holds a BS in Accounting from the University of Maryland and is a Licensed Certified Public Accountant in Maryland and Ohio.

Paulo Santos

PAULO SANTOS Director of Business Development

Chief Business Development Officer

Paulo is responsible for developing, implementing and managing a sales strategy to achieve sales and business development goals. He manages the national sales team and oversees the marketing initiatives for the company. Paulo develops and executes strategies for lead generation, sales, marketing, pricing and all other matters related to revenue generation. He facilitates business growth by working together with the CEO, leadership team and existing clients.

Paulo provides market feedback to the company leadership team regarding competitive offerings and prospect needs, as well as generates product development ideas and ensures sales offerings are closely coordinated and in alignment with internal product offerings.  He also delivers presentations and negotiates the final relationship with clients.

By understanding the prospective client’s needs and requirements, he builds a professional and trusting relationship with each prospect. Paulo maintains extensive knowledge of the current developments in the business market in order to assess the position of the company and determine how to improve it.  He improves the market position of the organization and helps it in every way to attain the desired financial growth.

Paulo has been in the medical sales and management field for over 18 years, with 12 of those years in radiology.  Prior to Joining ADVOCATE, he spent 7 years in sales at a global diagnostic imaging company where he covered most of the states in the Rocky Mountain Region.  Paulo has earned numerous awards in is 18 years in the medical field and he speaks Spanish fluently.  Paulo has a Finance and Marketing degree from Indiana University.  In his free time, Paulo enjoys spending time with his family, as well as competing in triathlons, long distance running and a variety of endurance events.

Julia M. Leo, Esq

Chief Compliance Officer

Julia oversees the ADVOCATE Compliance Program, reviewing and evaluating compliance issues and concerns within the organization, as well as for clients of ADVOCATE. Julia ensures ADVOCATE’s adherence to all laws and administrative regulations affecting the medical billing and reimbursement process, and serves as a resource for training and education of ADVOCATE employees and clients on these matters. Specifically, Julia oversees ADVOCATE’s compliance with health care laws such as HIPAA/HITECH and the Affordable Care Act, and supervises ADVOCATE’s compliance with CMS regulations, as well as those requirements imposed by commercial payers. Julia is a member of the Healthcare Billing and Management Association, the Radiology Business Management Association, and the Health Care Compliance Association and is currently training for CHC and CCEP certifications.

Prior to joining ADVOCATE, Julia was an associate in the litigation department of Benesch, Friedlander, Coplan & Aronoff, LLP, based in Cleveland, Ohio. She obtained her Bachelor of Science in Journalism from the E.W. Scripps School of Journalism at Ohio University, where she served as Editor in Chief and Chapter Secretary for the Ohio University Chapter of the Association of Women in Communication. Julia obtained her Juris Doctorate from the Cleveland-Marshall College of Law, graduating cum laude. While attending law school, Julia served for two years on the Cleveland State University Law Review. She was also invited to join the Cleveland-Marshall Moot Court Team in her second year. Julia and her moot court partners won Best Brief Overall in the Thurgood Marshall Moot Court Competition hosted by the Federal Bar Association, and she was selected by her teammates to compete as a representative of Cleveland-Marshall in the National Moot Court Championship sponsored by the New York City Bar Association. During her time in law school, Julia also externed for the Honorable Peter C. Economus, and regularly volunteered for the Legal Aid Society of Cleveland.