Keynote and Session Highlights

• Advocating for Change: The conference’s keynote session set the stage for what is on everyone’s mind: Kelli L’Heureux presented “Advocating for Change,” which highlighted how important it is for Urgent Care’s voice to be heard and how to grab a seat at the table to ensure the interests of Urgent Care are represented.
• Advancing Payment Reform and Advocacy
  Continuing with the Advocacy theme, UCA Chief Executive Officer Lou Ellen Horwitz explored the evolution of Urgent Care payment reform from 2006 to 2019. Horwitz highlighted UCA’s initiatives to secure a new “Enhanced Urgent Care” place-of-service code, paired with a unique G-code to support Urgent Care providers billing under this model. This dual proposal aims to ensure Urgent Care centers can more effectively meet patient needs while sustaining financially viable practices. Looking forward, Advocacy will be key, with the target implementation of this new structure by January 2027.
• Urgent Care’s Role in Rural and Urban Communities
  Alan Ayers, President of Urgent Care Consultants, shared insights into the financial landscape of Urgent Care across rural and urban settings. He pointed to rural areas, which are adding Urgent Care centers 40% faster than suburban areas but often face challenges in patient volume and geographic reach. Ayers underscored the importance of targeted marketing and investment to enhance patient loyalty and improve site utilization. A preview of his upcoming article in Journal of Urgent Care Medicine on rural Urgent Care and the primary care shortage gave attendees a deeper understanding of the unique needs in these areas.
• Communication Techniques for Challenging Patient Interactions
  Ross Cohen, MD, a physician and educator, delivered a session on enhancing communication with challenging patients. Drawing from sources as varied as magicians and car salespeople, Cohen shared practical techniques to build rapport, increase patient satisfaction and diffuse difficult situations, providing tools urgently needed by clinicians in high-pressure settings.
• The Power of Artificial Intelligence in Urgent Care
  Brandon Robertson, CEO of UCP Merchant Medicine, led a session on AI applications in Urgent Care. He showcased an AI-powered Urgent Care model that reduced wasteful events, requiring only 15.7 daily patient visits to break even. His presentation emphasized how data-driven AI tools can reduce operational costs, optimize staffing and ensure more efficient patient flow, aligning with Urgent Care’s focus on high-quality, accessible care.

Vendor Solutions

Attendees explored new products and services designed to elevate Urgent Care operations in the Exhibit Hall. A scavenger hunt brought an added layer of excitement, encouraging participants to visit each vendor and network with peers.

Moving Forward with Advocacy

Advocacy emerged as the conference’s resounding theme. CalUCA leaders reminded attendees that Urgent Care centers must prioritize relationship-building with policymakers, federal agencies and each other to secure a sustainable and effective future for Urgent Care. Through Capitol Hill Advocacy days, site visits and sharing resources, CalUCA continues to lead the charge for meaningful legislative progress.