An interview with Dr. Simona Nicoleta Popescu, ENT specialist and founder of AS MEDICAL Clinic, about empathy, trust, and a human-centered vision of medicine in a tech-driven world.
Simona Nicoleta Popescu is a primary ENT physician, with a solid career built through passion, hard work, and deep dedication to her patients. She is the founder of AS MEDICAL Clinic in Ploiești, a medical project that reflects her beliefs about what modern medicine should look like: human-centered, based on interdisciplinary collaboration, and supported by technology—but never lacking in empathy.
In a world increasingly dominated by AI, algorithms, and automation, Dr. Simona Popescu continues to believe in the power of authentic dialogue between doctor and patient, in the importance of eye contact, honest explanations, and human connection. She is a professional who is not afraid of continuous learning, who blends scientific rigor with intuition developed through hundreds of hours of practice, and who places trust at the heart of every medical act.
C&B: How would you describe yourself in a single sentence, so as to intrigue those who don’t know you yet?
Simona Popescu: A deeply grounded medical professional, passionate about lifelong learning, always seeking innovative solutions to help patients, while never sacrificing the human dimension of healthcare — empathy, patience, and the joy of working with and for people. I firmly believe each professional challenge brings a lesson, and every patient brings a new responsibility. Although my profession demands constant intellectual and emotional effort, I find balance in simple things: a genuine conversation, support from loved ones, and a team united in purpose. I’ve learned to view life with gratitude, to press on when things get difficult, and to choose the joy of building over the fear of failure.
C&B: If we look at the narrative thread of your career or business, what key moments have defined you?
Simona Popescu: The first defining moment was starting as a specialist physician — when decision-making responsibility became real, and the direct support of mentors during residency started to fade. That intense but invaluable period shaped me into an independent professional and taught me what it truly means to take responsibility for a diagnosis and treatment plan. There I learned to trust my medical instinct while also asking for help when needed. The second defining moment was discovering vestibulology, a field hardly developed in Romania at the time but with major impact on patients. It fully captured my attention and motivated me to invest time, energy, and resources in subspecialization, even though the path was far from easy. The third essential stage was moving to Ploiești, where I started from scratch and gradually built a clinic practicing interdisciplinary medicine, emphasizing collaboration and professionalism.
C&B: What has been the most challenging moment so far in your journey, and how did you overcome it?
Simona Popescu: One of the toughest periods was expanding AS MEDICAL Clinic during 2021–2022. It was a tense phase filled with uncertainty, where financial and logistical challenges seemed overwhelming. Investments in advanced equipment, renovations, and especially in human resources — recruiting and training a valuable medical team — demanded great effort, risks, and sleepless nights. I overcame that hurdle through a mix of perseverance, trust, and belief. I learned to delegate, to ask for help, to listen more carefully, and to keep my direction steady even when everything seemed to falter. Despite the difficulties, I discovered that a true leader’s strength doesn’t lie in the absence of problems but in how they manage them and inspire others to stay committed.
C&B: Is there a dream or ambition that has guided you always, regardless of obstacles?
Simona Popescu: Yes, the image of my aunt, a pediatrician, has always accompanied me as an inner compass. I grew up with her and was her patient due to a chronic illness, which gave me an early, profound understanding of the positive impact of a truly dedicated doctor. Her professionalism, calmness, and empathy left deep impressions and subtly but constantly guided me on this path. That childhood admiration eventually became a personal goal: to practice medicine as I saw it with her — with rigor and compassion. No matter how demanding the medical career became, the dream of being a physician whom people seek not just for treatment, but for trust, remained the red thread that gave clarity even in the hardest moments.
C&B: What did you look like at the beginning of your path and how do you feel you have transformed up to now?
Simona Popescu: At the start of my career, I was more impulsive, quick to make decisions, with a courage that sometimes overshadowed the need for caution. It was a stage marked by enthusiasm but also a strong desire to prove I could succeed. That inner fire helped me overcome many obstacles, but I learned that it’s not enough just to act — how you act matters. Today, I believe I’m more mature, balanced, and attentive to the nuances of human interaction. I’ve realized that active listening, empathy, and tolerance are tools as important as medical science. I’m also much more aware of those around me — colleagues, staff, patients — and genuinely appreciate everyone’s contribution. My transformation is not just professional, but deeply human.
C&B: If we met with your team or collaborators, what do you think they would say about you?
Simona Popescu: I’d like to think they would say that I’m an engaged person who does her job with seriousness but also with heart. That I’m available when support is needed, and that I can build a functional team around a shared vision — medicine done with passion. I like to believe I’ve fostered relationships based on trust, where people feel part of something valuable, not just employees. On the other hand, I’m sure they’d also say I’m demanding — I don’t accept half measures, I have high standards, and I expect each team member to take their role seriously. I strive for a balance between closeness and authority, between empathy and rigor, creating an environment where medicine is practiced with dignity and true professionalism.
C&B: What is the most important decision you’ve made that changed your trajectory?
Simona Popescu: The most significant decision was giving up a well-established career in Bucharest — with all its advantages and professional stability — to start anew in Ploiești, a new city where I had no support or guarantee of success. It was a deeply personal choice, full of emotion and, admittedly, insecurity. Yet it was born from the conviction that I could build something authentic, enduring, and valuable — not only for me, but for patients and the team forming around this vision. Leaving my comfort zone and founding a clinic from zero required courage and acceptance of responsibility in a social and economic context not always friendly to medical entrepreneurship. Looking back, I can say it completely transformed my trajectory — not just professionally but also in how I perceive success. Building from zero, with all the obstacles and lessons involved, made me more detail‑oriented, patient, and conscious of the impact I can have not only as a doctor, but as a team leader and founder of a brand. Today, AS MEDICAL is not just a clinic — it’s the expression of a dream fulfilled with work, dedication, and faith in the power of well‑done service.
C&B: How did you develop your leadership style and decision‑making approach? Was it natural or learned?
Simona Popescu: Initially it was natural, and I admit intuition helped me many times, but later I followed courses and specializations in medical leadership. At first everything came instinctively — I had a clear sense for people and contexts, which helped me make quick and right decisions in many situations. However, with the growth of the team and responsibilities, I felt the need to refine my approach and consciously develop leadership skills. I attended courses, conferences, and specialized training particularly in medical management and applied leadership in healthcare. Today, my decisions are a blend of intuition and strategic analysis. I listen more carefully, consult the team, assess risks — but remain faithful to my values: transparency, loyalty, empathy, and rigor. Leadership means not just to lead, but to be a benchmark. That requires continuous learning, adaptability, and staying humane even under pressure.
C&B: What do you think differentiates your business or professional approach from the rest of the industry?
Simona Popescu: I believe the major difference is that I am both a practicing physician and the founder of the clinic. That allows me to deeply understand both patient needs and the administrative, financial, and HR challenges. I don’t view the team as just positions to fill, but as a living ensemble requiring communication, motivation, and coherence. I choose to be present in every stage of both medical and managerial processes, not just coordinate from afar. Also, our approach emphasizes integrative medicine and real collaboration between specialties—not mere parallel functioning by individual practitioners. I believe in a clinic where the patient doesn’t have to run between offices, but feels they are in a place where the medical team truly works together. Respect for the patient, time spent with each, and the balance between technology and humanity are defining elements in how we practice medicine.
C&B: What does a typical day look like now, and which moments give you the greatest satisfaction?
Simona Popescu: I’m a morning person, and my day begins early, naturally. I enjoy my morning routine: preparing breakfast, sometimes an hour of exercise, a calm coffee — all of which give me balance before the hectic clinic pace. Mid-morning I start consultations, team discussions, and administrative tasks. I like being present at the clinic, feeling its energy, and contributing directly where needed. The greatest satisfaction comes in two scenarios: when patients tell me they feel better and their quality of life has improved — and when the clinic team works harmoniously, progresses, and grows. Every positive feedback confirms that our work matters. I’m grateful to have built a place where I can practice high‑level medicine without losing the warmth of human contact. And pointing out things not meeting patients’ expectations is also crucial, as it helps us grow and continuously improve the services we offer.
C&B: What values or principles guide you in what you do, and how do you apply them daily?
Simona Popescu: Values like honesty, empathy, respect for people, professionalism, and the constant desire to evolve are the foundation of both my personal life and career. In medicine you can’t be anything less than authentic. Patients sense immediately if you’re present, if you care, if you are truly connected to their needs — that’s why empathy isn’t a bonus but a moral obligation. I apply these principles in every interaction — whether a difficult consultation, an internal clinic decision, or a conversation with support staff. I don’t believe in rigid hierarchies but in respect for each person’s contribution. And perhaps most importantly, I try not to react impulsively or reciprocate negativity when faced with tension. My faith in God helps me maintain balance and not lose sight of the essential.
C&B: How did the idea to start this business come, and why did you choose that name?
Simona Popescu: The idea of opening my own clinic came naturally, from the desire to work in an environment that respects the values I believe in. I felt the need for a medical space emphasizing interdisciplinary collaboration, empathy, and personalized care. I wanted a place where the patient feels safe, listened to, and understood — not just a medical case in a cold, impersonal flow. The name “AS MEDICAL” has both personal and professional significance. “AS” can be interpreted as a symbol of excellence and performance, but also has emotional resonance. I like to think it’s a name that inspires trust and reflects the seriousness and dynamism with which I embarked on this journey.
C&B: If you were to send a message to those following in your footsteps, what would it be?
Simona Popescu: I would say that a dream doesn’t become reality simply because we wish it — but because we choose, day by day, to fight for it. The path will never be free of difficulties, but every step, every decision, every obstacle overcome contributes to who we become. It takes courage, patience, and a dose of positive stubbornness to keep you standing when obstacles appear. But above all, it takes love for what you do. If you choose a profession like medicine, do it with all your heart. Don’t be afraid to make mistakes, but don’t be afraid to learn; don’t hesitate to ask for help. And never give up humanity, no matter how technologized the future becomes. It will always make the difference.
Dr. Simona Nicoleta Popescu reminds us that beyond technologies and protocols, the essence of medicine remains the human relationship. With empathy, courage, and vision, she continues to build a model of medical practice where the patient is truly heard and understood.
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