This week, Nick and Michael take a fiery deep dive into the origin of branding (yes, the cattle kind) and what it reveals about how urgent care clinics build reputation, loyalty, and trust in a crowded market.

From cowboys with hot irons to orange juice campaigns that changed breakfast forever, this episode explores how great brands aren’t just seen—they’re felt. Whether you're running one location or scaling across a region, understanding brand equity might be the missing piece to your growth strategy.

This isn't theory. It's a real-world look at how branding drives conversions, loyalty, and even ad performance—especially in the urgent care space, where most clinics still lead with a red sign and hope.

So saddle up! Because your brand might be the only thing that makes a patient choose your cow over the one across the street.

🔥 In This Episode, You’ll Hear:🐄 Why branding started with a hot iron and a cow🧠 How emotions—not logos—drive patient decisions🥤 What orange juice and urgent care have in common🚪 Why a mediocre brand makes even great care forgettable📈 How better branding lowers your cost per acquisition🏥 What fast food and urgent care chains get right (and wrong) about consistency

💬 Stay Connected:

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://patientcaremarketingpros.com ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/patientcaremarketingpros

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YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA⁠

Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you! Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ

Alan Ayers has helped shape urgent care as we know it, and he’s still helping operators across the country start, grow, and improve their clinics with smarter strategy and fewer missteps.

With nearly 20 years in the space, Alan has done it all: CEO, COO, consultant, dealmaker, and senior editor at The Journal of Urgent Care Medicine. He has also served on the board of the national Urgent Care Association and launched or advised on more urgent care centers than most people can count as the president of Urgent Care Consultants.

In this episode, he joins Nick and Michael to break down what separates thriving urgent cares from the ones that quietly fade out. From picking the right real estate to navigating contracts, marketing, and operations, this conversation is packed with insight for any physician, owner, or investor looking to get urgent care right the first time.

They dig into everything from location selection and naming strategy to digital presence, launch marketing, and how to avoid the common traps that sink new clinics before they ever get going.

Whether you’re opening your first center or reevaluating how to grow smarter, this episode is a must-listen. Alan’s perspective is grounded, practical, and hard-earned, and he’s not afraid to call out what’s working and what’s not in today’s market.

🔥 In This Episode, You’ll Learn:

📍 Why location is still the number one success factor and how to find your “A” spot using real data

💸 How low rent can become a high-cost mistake and what landlords don’t tell you

📊 What to look for in a startup budget and how much to spend on a grand opening campaign

🧠 Why your urgent care name and digital setup matter more than you think (especially on Google)

🚀 What makes a clinic launch fail and how the best urgent cares scale with intention

🗺️ How patient expectations like speed, service, and convenience should shape your operations

🏥 Why good front desk service matters just as much as great clinical care

🔗 Resources & Mentions:

Urgent Care Consultants: https://www.urgentcareconsultants.com

Alan’s Industry Resource Hub: https://www.alanayersurgentcare.com

Connect with Alan on LinkedIn: https://www.linkedin.com/in/alanayers/

Summer Surge On-Demand Experity Webinar:

https://www.experityhealth.com/webinars/drive-patient-visits-with-marketing-and-outreach/?utm_source=linkedin&utm_medium=li-lead-gen-form&utm_campaign=sumsurgeweb&utm_term=PE&utm_content=link

💬 Stay Connected:

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: https://patientcaremarketingpros.com

Facebook: https://www.facebook.com/patientcaremarketingprosLinkedIn: https://www.linkedin.com/company/patient-care-marketing-pros/

YouTube: https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA

Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you! Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ

Ira Pasternack has been in urgent care marketing since before LinkedIn existed, and today, he’s helping clinics rethink growth by leaning into a service line that most still overlook: occupational medicine.

As the founder of WebForDoctors and a long-time leader in urgent care strategy, Ira has spent over two decades helping practices grow volume, build smarter websites, and scale services like Occ Med that can stabilize revenue and drive new business, even in the summer slump. In this episode, he joins Nick and Michael to unpack why Occ Med is not just a side hustle. It’s a legitimate B2B growth engine when done right.

Together, they get into the practical and often misunderstood realities of launching or scaling Occ Med inside an urgent care setting. That includes what clinics get wrong, why marketing it takes a completely different approach than urgent care, and how to think about employer relationships the right way.

🔥 In This Episode, You’ll Learn:

💼 Why Occ Med is a B2B strategy and how it helps balance seasonality in urgent care
📉 How the “summer slump” creates the perfect window to launch or level up your Occ Med program
🏗️ What employers are really looking for in an Occ Med partner and how to win their trust
📊 Why Occ Med revenue can vary wildly from 10% to 85% depending on location, promotion, and process
🔁 How to approach outreach with LinkedIn, email, phone, and real follow-up systems
🤝 Why content creation, consistency, and nurturing matter more than a one-time campaign
🛠️ What to expect from a free consultation and the flexible support options Ira’s team offers

🔗 Resources & Mentions:

• Book a Free Occ Med Consultation with Ira: https://patientcaremarketingpros.com/pasternack-marketing/

• Learn more about NAOHP (National Association of Occupational Health Professionals): https://naohp.com/

• WebForDoctors: https://www.webfordoctors.com/

• Connect with Ira on LinkedIn: https://www.linkedin.com/in/irapasternack/

Whether you’re just curious or ready to expand your Occ Med strategy, this episode breaks down what’s possible, what it takes, and how to get started.

💬 Stay Connected:

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: https://patientcaremarketingpros.com
Facebook: https://www.facebook.com/patientcaremarketingpros
LinkedIn: https://www.linkedin.com/company/patient-care-marketing-pros/
YouTube: https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA

Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you! Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ

We're switching gears this week! No guests, no webinars, just Nick and Michael reflecting on what it means to lead well when things slow down.

After a packed few months of interviews, webinars, and travel, the guys are stepping back to share personal stories from their own summer reset, including an 8-day, 3,000-mile camping trip to Maine, a deep dive into instrument flight training, and a very real conversation about burnout, balance, and what the “slow season” actually means for urgent care leaders.

This episode is a reminder that growth doesn’t always happen in the grind. Sometimes, it's in the margin. And whether you're flying, driving, or just staying home, taking a break might be the best thing you do for your team, and yourself, this summer.

🔥 In This Episode, You’ll Hear:🌲 What 3,000 miles of camping teaches you about leadership🛩️ Why instrument training isn’t just about flying—but mindset📉 How urgent care owners can use the summer slump to reset💡 Tips for identifying gaps in your team when you’re away👨‍👩‍👧 Why presence, not productivity, might be your best ROI right now

💬 Stay Connected:

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://patientcaremarketingpros.com ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/patientcaremarketingpros

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/company/patient-care-marketing-pros/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA⁠

Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you! Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ

🎙️ The Advocacy Podcast is officially launched! Expect policy updates, expert guests, grassroots strategy, and why advocacy doesn’t have to be boring. Listen now: https://www.buzzsprout.com/2460989/episodes/17307710

This week on Walk-Ins Welcome, we’re joined by Kristin Rastatter, Advocacy Manager at the Urgent Care Association (UCA)—and someone who’s turning policy conversations into powerful momentum for urgent care clinics across the country.

Kristin’s journey into advocacy began with her work at Meals on Wheels, where she discovered a deep passion for helping underserved communities. At UCA, she’s taken that energy to the national stage—collaborating with the Association’s lobbyist, McDermott+, and leading conversations with CMS and lawmakers to fight for better reimbursement, reduce emergency department overutilization, and advocate for policy change that benefits urgent care centers.

And now, she’s bringing that same mission to the mic—Kristin is launching The Advocacy Podcast, a new show dedicated to unpacking policy updates, sharing behind-the-scenes stories from Capitol Hill, and showing how advocacy can be both impactful and fun. Expect expert guests, grassroots insights, and practical ways you can get involved—whether you're an owner, provider, or team member.

🔥 In This Episode, You’ll Learn:

🏛️ Why UCA is pushing for a new CMS place-of-service code and G-code for enhanced urgent care centers

📈 How CMS and commercial payers are being engaged to address stagnant reimbursement rates

🤝 What urgent care owners can do today to contribute to advocacy efforts

📬 How personal stories and real clinic data are moving federal conversations forward

🎙️ What to expect from The Advocacy Podcast

🔗 Resources & Mentions:Connect with Kristin on LinkedIn: https://www.linkedin.com/in/kristin-rastatter-b862b1255/Learn more about UCA’s Advocacy Work: https://urgentcareassociation.org/uc-advocacy/

💬 Stay Connected:

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://patientcaremarketingpros.com ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/patientcaremarketingpros

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YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA⁠

Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you! Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ

With summer in full swing and lots of folks (ourselves included) taking some time for vacations and travel, we’re mixing things up this week with a special rewind episode.

We’re bringing back one of our all-time favorites from last year—a powerful conversation with Lyn Askin from EOS Worldwide. Lyn shares how a life-threatening health scare pushed him to rethink everything about how he ran his business—and how implementing the Entrepreneurial Operating System (EOS) completely transformed it.

We’re talking 3x revenue growth, 7x profit, and building a company that could run without him. If you’re feeling stuck in the day-to-day or wondering what it takes to scale sustainably, this episode is a must-listen.

Let’s dive into this encore—enjoy the replay!

💬 Stay Connected:

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://patientcaremarketingpros.com ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/patientcaremarketingpros⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/company/patient-care-marketing-pros/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA⁠

Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you! Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ

This week, we're sharing something special: Michael’s full talk from the 2025 Urgent Care Association (UCA) Conference in Dallas. Titled The Front Desk Evolution, this session was standing-room-only and sparked conversations that continued long after the conference ended.

In this high-impact presentation, Michael makes the case that the front desk is not just a cost center—it’s your clinic’s most underutilized sales team. From phone scripts to objection handling and AI-enhanced booking tools, this session is loaded with actionable strategies you can take back to your clinic immediately.

If you're ready to stop leaving thousands of dollars in missed appointments on the table, this is the episode for you.

🔥 In This Episode, You’ll Learn:

📞 Why missed calls = missed revenue—and how to fix it

📊 What happens when you reframe your front desk as a conversion point, not a cost center

💬 How better scripts, faster answers, and proactive follow-ups drive patient bookings

🤖 How AI tools can support your front desk staff and save hundreds of hours

💡 Real-world examples, call scripting tips, and a toolkit to take back to your team

🏥 Why front desk training may be your highest-ROI move in 2025

🔗 Resources & Mentions:
📗 Access the Front Desk Evolution Resources – Call Scripts, Slides, etc.

📅 Register for the Front Desk Evolution Webinar – June 26th at 12 PM EST

💬 Stay Connected:

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://patientcaremarketingpros.com ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/patientcaremarketingpros

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/company/patient-care-marketing-pros/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA⁠

Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you! Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ

Michael is back after a whirlwind week at the 2025 Urgent Care Association (UCA) Conference in Dallas—and he's recapping the entire event with Nick. From standing-room-only sessions to surprise podcast shoutouts, this episode is a full debrief of everything that went down.

Michael shares the behind-the-scenes of his packed talk, Front Desk Evolution, which sparked a lot of head-nodding and follow-up conversations. Turns out, many clinics still treat the front desk as an afterthought—and it’s costing them thousands in lost patient opportunities.

This one is part conference recap, part culture commentary (yes, Uber stories included), and all about what healthcare leaders should be paying attention to if they want to grow their clinics in 2025 and beyond.

🔥 In This Episode, You’ll Learn:
📈 Why answering the phone is still the biggest patient volume unlock
🪑 What happens when your front desk staff becomes your sales team
🎙️ How the Walk-Ins Welcome podcast made waves in Dallas
📊 Real-time feedback from urgent care leaders and what it confirms about front desk operations
🏨 Vegas vs. Dallas: Which UCA venue delivered the best experience
🎡 Behind the scenes at Meow Wolf Dallas (and how it compared to Vegas)
🚘 Uber roulette and the wild ride of business travel

🔗 Resources & Mentions
🩺 urgentcareassociation.org
🎤 Catch us next year: UCA 2026 in Chicago!

💬 Stay Connected

Follow us on Facebook, LinkedIn, and YouTube for updates, tips, and behind-the-scenes content.

Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://patientcaremarketingpros.com

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Facebook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/patientcaremarketingpros⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/company/patient-care-marketing-pros/

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UC9nwkAwIyiVvsLTWGoeRbWA

⁠Want to be a guest, recommend someone for the show, or ask a question? Reach out—we’d love to hear from you!

Email us at hello@patientcaremarketingpros.com

🎵 Intro/Outro Music by Devin Smith: https://open.spotify.com/artist/4UdQjNXnACFE2VpkEoP8v2?si=pDx5jsgtRFOtwrpMOKOkuQ