Ep. 217: Getting Real About Growth and What It Really Takes

Patient Care Marketing Pros (00:01)
Hey, what's going on? Walk-ins welcome family, 2026 kickoff, happy new year. Glad to be here with you. I'm fired up for a new year. There's a lot of good things going on. 2026 is already off to a great start. I'm hanging out with my buddy, Michael Ray. We will continue to be your host this year for the walk-ins welcome podcast with Nick and Michael. No changes there. No changes there. Happy new year, my friend. Happy new year. whereas my Addie would say when she was three and four, happy new year.

Does your new year happen at midnight or 11 like us because we're central time and watch New York for Addie. It happened at 8 p.m. And we watched last year's thing and didn't care. And then this year it was we weren't watching the ball. We were watching the final episode. Stranger Things. Well, listen, I don't want this to turn into a stranger things. I believe there you go. But very quickly, I being a Gen Xer, I feel like that whole show is is like a download of my childhood.

except there's monsters and all that and that doesn't exist. other than that, you know, all the nostalgia buttons are hit in that show. But speak, we're not going to do nostalgia today. This is a throwback episode. We're going to be talking about 2026 and specifically what's going to change, what's going to reset, what's going to be different in 2026 to make sure that you are set up to win as a clinic. And it's not going to be a continuation of 2025. Right. It's just not. Here's things.

We were seeing this at the end of 25 and it's just going to get, I don't want to say worse, but you have to know what's Costs are going up on ads, period. They're going up. And that's not just your industry, across the board. Yeah. Well, they're raising their prices. Yeah. mean, there is no, because we're part of a big mastermind of agencies and I've seen multiple posts in HVAC and all these, hey, the cost of running an ad is just more expensive. Like the platforms are just charging more.

That's right. You've seen it in your social medias. You've seen it in your TikToks. You've seen it in your reels, all of things. AI is saturating social media right now. It's painful. I almost don't like I because I do this all the time. I can see AI, but it's becoming more difficult. It's becoming more difficult. It is. I mean, if you compare AI from a year ago. Yeah. To now it's you're going like, oh, yeah, that's pretty obvious. Now it's like, hmm. Because there was one I saw.

it was stranger things. It was behind the scenes. That's pretty cool. And then like, no, that's AI. Man, I looked real. But because of that, you're not trusting as much on what you see read. I mean, you kind of question everything you see, especially if it seems too good to be true. you just start to question all of it. Yeah. So you're seeing a decline in trust. And then also what we're seeing as a trend that I think is going to ramp up is consolidation. And what I mean by that is private equity coming in.

purchasing brands and consolidating them into one. So you're going to see all of that. That's going to do you that's I personally think going to do more damage than good, but that that's first, next, second opinion, right? ⁓ Another thing, clinics are going to do more marketing, but they're going to get less ROI. Yeah, I mean, that's mainly because of all the things I just mentioned. Yeah, all the costs going up and so forth. And it's just one of the and you know, we're going to see like the one trick pony doesn't work in marketing.

And they're Adam. It's kind of funny in our world, digital world, there's usually the one trick pony does a lot of cool things. And then the other ones help. But over time, those start to become saturated and then you have to like start spreading out. It's the classic don't put all your eggs in one basket situation. Right. Same thing with digital. They're from back 10. Gosh. 15 years ago, there was the Facebook basket, you could put all your eggs in that basket 15 years ago, and it would produce all day long.

And then that fell apart. then Google was Google has been around. Of Google ads have been around since like 1999. And it's had up and up and downs, but consistency but overall like there's so much you can do in that there's saturation points. And so I think that's that reminder. Your marketing should never just be one item. If it's just one item that you're doing marketing with, it'll probably work to a degree but it's gonna be shortfalls for sure. Lots of shortfalls.

Yes, omnipresence is and I'm going to talk about brand here in a minute, but omnipresence is going to be a huge factor in winning clinics this year. And we're going to break down three things. got three things ⁓ that I think is going to define the clinics that are going to win and the things that are the clinics. If they don't do these things in general, they're going to bleed out. They're just going to die. They're going to go away. ⁓ Or if you're real lucky, you're going to get bought. Yeah. And you're going to die. there's nothing wrong with being bought.

I mean, there's some great things that private equity has done. But there's a lot of things where private equity just builds their portfolio for a roll up and then sells off and everybody suffers. well, speaking of being bought. Our first thing is attention is no longer bought. It has to be earned. Yeah. All right. So before I go into my bullet points, what do you what do you think of that, Michael? I think, you know, like you said earlier, there's a trust factor.

it becoming involved now where I can't just buy my way into your business into like your dollars, where now it's like, I'm going to put a flag up a little bit. So is this really what I'm going to dig? I may only have to dig for 510 seconds, right? But I'm not going to just auto trust you. And I think I think it's always been there. But like you said, AI is now made it worse. Where now we really have to question everything. And then we have to like

find another resource or source that says this is good or bad. That's right. The dig, dig, dig. Yeah, it's a real thing. So I do agree. Like there's a moment where the ad won't buy them won't get them the first time. That's right. And we wish it would because that would be really cost effective. But it's just not real. No, it's not. And and honestly, clinics have leaned so heavily, partly because of us, Michael on and you know, we've told them that, yeah, you can. We'll own it. ⁓

paid media has been so heavy. Like we're going to just pay Google ads. Our budget is Google ads. Everything else is ancillary. Right. ⁓ And I still believe that that still needs to be the the if I can only do one thing, that's the one thing I agree. I still agree. If you only have absolutely only have a budget of like three to five thousand all in on marketing per month, Google ads is still your biggest bang for your buck. But it is not the end all be all.

That's right. It's just not. So you're going to have to build trust and you're going to have to build familiarity with your office or office with your audience is this is going to be the multiplayer and whether or not your ads gain traction or not because so many that they've opened up for another space. Now you're seeing four ads in there and then you can also run an ad in the Google map three pack, which is great. And then you ⁓ still have to combat ⁓ Gemini in the search results. And I saw a stat the other day at Gemini

AI overview is now at 60 % of all searches. Yes. And that's a big number compared to what was a year ago. Which did first of all, Google is cannibalizing its own system. I know I'm kind of shocked like, what does that mean? If you go look at the history of Google, Google, I also saw a screenshot of the first Google homepage, like the original, not the one that we're used to. And it talked about ad free this ad, it's just pure search. Yeah.

And so AI overview is going to be in that same boat where it's going to be very friendly, very helpful, whatever at the beginning, but they got to make money off of it. And if they're going to eat up their own ad space for, cause I was even showing you the other day, like on an Android device in Chrome, when I do AI overview, it blocks the rest of the searches and puts the AI overview over everything and you have to exit out of it. And so

And there's no ads in there. Well, there's going to have to be ads at some point. they can't, they're not going to lose money. I am all over this right now. So quick pan out of what we're talking about now in patient care marketing pros. have now hired for every single position in the company that I need to hire for so that I can focus on the things that need to be focused on for, for what's coming up. How is AI being affected? Like I'm digging into this stuff.

at breakneck speed to make sure that I am staying on top of this for our team, because our team still has to execute on current strategy before I give them new strategy that isn't even tried, tested and all that kind of And it can change in a drop of a hat. Because three months ago, chat GPT is like, we're about to release chat GPT ads. Hey, let me tell you this. This isn't in my notes. This is another thing I wish that this is bonus 1.5.

The clinics that are willing and able to spend experimental dollars are going to win. Let me say that again for those in the back. The ones who have extra income, I have a $5,000 a month ad spend budget. I'm at earmarked $1,500. In addition to that, just to play an experiment, you're going to hit the lottery at some point this year on some new platform. I don't know what it is, and I can't tell you that's why it's called the lottery. Nobody knows.

But if you have dollars that this is the only time I'm ever going to tell you to play the ad lottery, right? Because there's so many new things that are going to be rolled out in 26 that we don't know yet that you want experiment experimental dollars for ads. All right, let's keep going. ⁓ You have to shift from an ads only strategy to a branding plus ads. We did a webinar last year. We're to do another one this year on branding and how important it's going to be in 2026 and beyond. Yeah. Well, and we talk about that webinar and we'll talk again in the future webinar is that branding is

not easy. It's not cheap. It's not quick. Like it takes time and effort and consistent effort to make it happen. And it's all about the experience and what people think of your brand of who you are not a logo, because a lot of people just think it's a logo like it's so much more than that. And that's just the reality. And we were actually you know, we have some law new urgent care clinics, and we have one we're talking with like, Hey, there's a billboard that you should be

buying right now. Don't pay us for that. Go buy that billboard because it's gonna be part of that additional marketing that's just trying to connect the dots. And it's just things like that. Like it's a whole picture of what your brand looks like. It's not just one little sliver or analogo. Like it's so much more than that. And I think people forget because they...

they want to just serve the patients, they just want to take care of the patients, patients shouldn't care what my brand's like. They do. Well, it's not that they care about your brand so much as they're going to go to the one who told them to. Yeah, exactly. Or the one that them feel Or the one that said that made them feel good before they even saw the doctor. That's right. Because they want to feel good from the get go. And then your branding should be communicating that anyway. But yeah, it's a whole thing. it's

It's something that we're working on as a company personally, right? Like our agency, there's a brand that we have that we're trying to push out there and it's not just a podcast. It's not just digital marketing agency that runs ads and stuff for urgent care. There's a bigger piece of that puzzle. We even joke that our Walk-Ins Welcome brand has more pull and power than our PCMP brand.

And if you don't know what PCMP is, that's part of our issue that we're working on. exactly. So we're not we're not perfect at this. Well, what we want you to do is think how can I let my doctors and my PAs and my MPs as faces of the company provide more visibility? Right. How can you get them on your social media? How can you get them more in the public? How can you get them more in events? ⁓ There's ⁓ a movie called Jerry Maguire that I think most people know. It's getting old now. is, but I still love it. And ⁓ the running back.

the main, not Jerry Maguire, but the running back. can't remember Rod or something like that was his name. ⁓ He is the main guy that gets the ball over the goal, right? Or in the end zone. He's got an attitude. He's arrogant. I'm not going dance. You remember that? You're asking me to dance. I'm not a dancer. I'm an athlete, right? I'm a doctor. I'm not a performer. Well, you know what?

when Rod got out there and got excited and did a dance in the end zone because he scored a touchdown, his career exploded. Right. I hate to tell you this. If you're a doctor listening to this, you need to be visible, more visible on your social media is more visible in the public. I'm not telling you to dance, but I'm kind of telling you to dance a little bit, like be a personality. Well, you know, that kind of came to my mind just now, a, and we know, and doctors know this, your bedside manners,

It's more of a treatment than the treatment you gave where they're a patient's reflection of your how you treated them. I you made them feel gives you a better five star review than they gave me in the shot that I needed. And then they said, bye, you know, like there. think for those, for those who are struggling, the idea of branding, just think about if your bedside, if you improve your bedside manners, cause that's been talked about, you're going to get better reviews and a better experience for your patients.

not about the treatment anymore. Same thing with the branding. If you improve your branding, you're going to have better treat, better experiences for your patients. And it's going to help your overall company grow. We had a pediatrician when Connor is 17 now, he's my oldest. But when we were in Memphis, we had a pediatrician, skinny dude, had a smoking jacket, smell like a cigarette and called our kids, or well, Connor, he called him a booger head. We still talk about those doctor.

Because he smelled like a cigarette. He loved my child and he treated him well and he called him a booger head. He did not look anything like a doctor. He didn't. What I said, if you can picture a smite, think wool and plaid. Oh, nice. Brown. Yeah. Like dingy. And he was probably 45. Oh, wow. In my head, was like 80. He was like 45. Just nothing you would think out of this doctor. He was a whole vibe. But I'll never forget him. We still talk about him today.

17 years later and we don't even live in Memphis anymore. You know the name of his clinic? No, I just know him. You just know him? Yeah, Dr. Bard. But anyway, the point I'm trying to make is like I remembered that whole experience and I can't even tell you who our pediatrician is now. I have no idea. And I'm pretty involved with my children. Listen, in 2026, the cheapest lead is the cheapest patient value. It's the one that already trusts you. Yeah.

You've trust and the keyword didn't drive them to your clinic. The keywords just there when you needed it. Yeah, that's and that's something too that that's that's marketing like one on one type stuff. The the lead that already trust you the lead that you've already had experience with is the cheapest one to get back in your door. Correct. Period. Like there's no a recurring patient is a much cheaper patient to keep than it is to go find a new one. Correct. Every time.

All right, let's keep going. Thing number two, we're just now on thing number two, but this is good. Conversion systems will matter more than the traffic. Okay, what does that mean? Well, there's traffic coming to your clinic. There's traffic that's coming into your website. I'm talking about the digital side. There's traffic driving by your clinic. Yes. Yes. ⁓ But if everybody sees you, but nobody takes action, what's the point? Yeah, exactly. Right? So traffic, there's traffic everywhere. It is so easy to get a click. It is so easy to get a click.

And we actually asked when we're onboarding a new clinic ⁓ into patient care marketing praise, we ask them the question, do you want to be found everywhere or do you want to be found when people need you and can convert? And it's amazing to me how that isn't always I want them when they need me and convert. They just want to be seen everywhere. Yeah, there's this mindset. I mean, it's kind of like I will say, I think one of

biggest challenge of digital marketing is it's actually kind of hard to visualize what we do. Right. And from a pure like billboard or radio or TV, I can see it. So in their mind, they're like, well, I don't be seen anywhere. I want my billboard to be everywhere. Yeah. Where they can't escape me by billboards. Yeah. Then right. I think there's a place for that. There is. It's not on Google. And I'll go and tell you, here's a here's a quick win right now for you. If you have a billboard within 50 feet or 100 feet of your clinic, buy it.

every time and you're going to have an arrow that points down say urgent care today. Now, if you're an urgent care clinic near another urgent care clinic that has a billboard, yes, buy it. I was in Memphis. was in Memphis visiting my family over the holidays and there's this ⁓ really nice gym, standalone gym and it's like French Riviera or something like that. on on the

billboard that's in their parking lot is 24E. It's like you come visit us. We're always open. Or like we're only $15 a month or $20. Yeah. I mean, it's in their in their parking lot. Like think of a giant parking lot and a billboard smack dab in the middle of it. That's right in between parking spots. Billboard. That's so funny. But you know, I would encourage like if you have any clinics right now, especially multi-location clinics, if you're not sure there's a bit like, let's say you have 10 clinics and like I haven't

been to all of them recently, I haven't checked. Pull up a Google Street View and look around. Is there a billboard sitting there? Cool, go buy it. It's Pryl and Lamar. Call them up, get something and you're just going to put in there like, I want them to arrow to point at me. I want it to be like we're open these hour, whatever it is. Because it's, we know when people need an urgent care, they need it now. And so if they're driving, I feel like I really need to go to the doctor and they look up.

Urgent care. ⁓ OK, cool. Because one of problems that most urgent care have, you don't look like doctor's offices. Correct. You like other things. You know what's really funny about this? has nothing to do with your conversion systems. I do want to get back to that core idea. Sorry. We were talking about traffic being abundant. We're talking about traffic. And it is. But what I'm talking about here is trying to convert them. No, it's great. Let's talk about that conversion. So we already know clicks are easy to buy. Cost per thousand is so easy.

But patients are ⁓ patients are impatient. That's kind of funny. Patients are impatient and their comparison shopping. if you don't, this is one bad step equals they're gone forever because that's a note that I wrote. a better way to say this is just you have to make it super easy to do business with you. Yes. Once they find you. So your website, your website, Michael, you started in websites. Yeah, long ago. Do you build it for the developer? Do you build it for the patient? You build it for the person that's never seen it. That's it.

And I think that's what a lot of not everybody forgets that but it's the one here's thing too, like when it comes to websites, you have about three to five seconds to get them to do what you want them to do, which is most of the time, call me or book a time. Now. That's where majority it's not billing that gummit. They've seen you before if it's a billing question that like this not billing related, they've seen you before.

You just train your front desk. People say, yeah, yeah, if you want to pay your bill online, go to our website and scroll down to the bottom and tap billing or whatever. It can be that easy. But anyway, so yes, that site is designed to be for the person that's never seen you before, knows nothing about you and really doesn't care that much about you other than you might have something that they need to make them feel better. And if you can make it where it's super duper easy to do business with you.

You're going to win a lot more often than the person that makes it difficult to do business with. And what does difficult look like? ⁓ I have to call you and I cannot get anything online. That's difficult. Number one. Difficult number two is I'm sitting on the phone for five minutes just to talk to someone. That's another difficulty. Three would be your hours are constantly changing. So your hours on your website, your hours on your business profile, but your actual hours, none of them line up because you keep changing your hours. That's a problem.

Why would I do business with you if I could show up and everything says you're open. I go and it you're closed or you close randomly throughout the day. Did you say National Lampoon's vacation? Not the Christmas one, but just the vacation. When they go to Wally World. We had a Wally World over the holiday. Part of our kids Christmas present was giving them money to go to the University of Tennessee volunteer gift shop. We checked.

They were marked as open on the time we were going to be there. And they were not. We get there ⁓ from Birmingham, Alabama to Knoxville, Tennessee, and it's closed. The sadness and disappointment on my kids face who are rabid Tennessee fans cannot be explained because they didn't take the time to update their Google business profile. Did you like go up there and say close? went, hang on. I looked at Heather and again, where's my gun?

Like Wally World. Yeah. You remember when he takes the cops guns and they get right all the rides and all that. Yeah. We wound up finding a shop that was open called Hound something or other. Hound dogs. Does it say why they were closed? Just Christmas? The students were out. So they just weren't going to be open. Yeah. But I didn't know it was student run. Yeah. Okay. That makes more sense. that's still bad. Like we checked with Google. It said it's open. It even said while we were standing there that it was open because nobody took the time to.

Clearly there to department at Tennessee sucks. Did you leave a review? I did not. Nor should I. I'm not saying anything bad about my school. Anyway, all right. Here's what we have to fix. Your website is built for your patients. It's not for your field. and here's the thing too. Chances are if your web, your urgent care website, after you've approved it and it's launched, you probably haven't looked at it in two to three years anyway. That's right. I mean,

It's funny, we're about to redesign one of our websites that has been the same website now for six years. So we got to do the same thing ourselves. Listen, traffic, ⁓ the traffic without a conversion layer will not lead to patients. You have to have that conversion action. You have to have your call to action proper on your Google business profile. You have to make it easier for them to schedule online. That is what's going to drive patients. They're looking for ease of access, ease of access, ease of access. There you go. Think that number three, retention and lifetime value will separate survivors from the scalers.

Are you a survivor? Are you looking to scale your clinic this year? No, you're in 2026. Do you just want to survive it? Are you just trying? Let me ask you this because somebody asked me this question. Do you want to live the same year that you lived last year? It's OK if you do. You may be having a great year. Good for you. That is a fact. That's not everybody listening. Yes, that question yesterday. And I was fascinated by it because I'm trying to make you want to think what was a wonderful years like? What does a wonderful year look like to me? And try to think about what did that mean? Because the.

I think the challenge that we run into personally is our brain defaults to blocking bad things. And so we can only remember some of the good things and we forget about the bad parts. no, but right now is fresh enough. Do you want another 2025? If you're saying no, cool. Guess what? You have to change something. That's right. And there's nothing wrong with change. My mentor says what you focus on expands. Right?

improves and expands. What you focus on improves, changes or expands. best way to say it. Or goes away altogether because it needed the big change. But retention and lifetime value, that's going to be a game changer for 2026. These clinics that are just looking to get them in, get them out, move on with life. That's not how you're going to scale in 2026. So acquisition without retention is a losing game. Your cost per your customer acquisition costs is up. We already know that.

What used to be a $30 patient is now a $45 patient. I'm sorry, that sucks because of reimbursements. know that. And we also know that 2026 is a critical year for government to make some decisions on reimbursements. We know that we just don't have any control over it. ⁓ Private equity. If you're looking to get acquired, lifetime value is key ingredient. Okay. And then clinics rely on this one and done visit that revolving door business, they're just going to get crushed. So what winning clinics do, Michael, let's talk about this for a second.

⁓ They're actively market through email. They're actively marketing through text message follow up ⁓ through their systems. They're sending out seasonal reminders. And then most of the EMRs out there, I know Experity does this for sure. Athena may do this as well is they do condition based re engagement. Yeah, and that can

condition based part is pretty interesting because if you know what was happening, why they came in originally, it's like easy follow up, right? And then it's easier to get if that patient had a good experience, it's pretty easy to give them to come back. Because like, why would I not go somewhere? Why would I? If I'm familiar with it, I'll go back. But if I'm familiar with it and had a bad experience with it, I will not go back. So thinking through that as well. And but there's a question to the audience is, can you can you confidently say

that you have sent some type of communication to every single patients come through your door after they left. Right. And it's not pay your bill. That's right. No, that's right. I mean, you're spot on. So, ⁓ you know, families aren't families, patients, they're not coming back to you because they want to come back to you. Right. ⁓ But they will come back to you if you've presented a reason for them to outside of them, just feeling sick, right?

you all know that there's seasonality to everything that you offer at your urgent care. But if you don't tell them that you have answers to their questions, they're never going to know they're going to find those answers somewhere. Especially the seasonal stuff because they're like right now we're in flu season. We can see it. We hear it on the news. We've had deaths in the state from flu already, which is so sad. Kids. Yeah, kids dying. It's just mind blowing. But anyway, so like this right now that

you have lots of people who are sick. Well, in about a month or two, you're not gonna have as many people that are sick, but they'll be coming up to like, I gotta get my sports physical for my kid. That's for some type of sports coming up. Or at springtime, I got allergies, all these things. How are you telling them that you can still help them? Are you telling them that you can still help them? Or are you just hoping that they do a search and they find you again? Don't hope be targeted. That's good. That's good. Well, listen, ⁓ we already talked about

The easiest patient is the one that already likes, and trusts you. That's the easiest patient to get. But the most profitable patient is going to be the one that already saw you. Once you get them, keep them. Yeah. Keep them. I talk to my team all the time. Why do we care so much about keeping our clinics happy, loyal, raving fans of patient care marketing pros? Because it is easier to keep a client than get a new one. Every time. That is the same thing with your patient. It is easier to keep a patient happy than to get a new one.

There's a lot less competition if you already have them. know, and if you also know same breath, if you have a patient that you're like, please don't come back, that's okay to push them away. We've had a couple of clinics that we've said, probably, we're probably not a good fit for you. Bye Felicia. And that doesn't mean we're mad at them. That doesn't mean that we want them to fail. It's just, we're not, we're not the service. But it goes, but it goes back to, we love the, like when any business, when you have a customer that loves and cares what you're doing and wants you to win.

and they keep coming back, they're just that lifetime value just keeps adding on and on. Because that $200 a patient over five years can be worth thousands to you, and you want to serve them again. And that's just a huge change from a here comes a brand new patient that cost me $40, $50 to get in the door. I don't know if they're going to be a good patient or not. I treat them. I hope they give me a good review versus these people love me. And they're going to keep coming back.

Well, hey listen, we are here to serve you in 2026 and beyond. here. We let me give you a lay of the land. First of all, we have a strategic webinar scheduled for every, already planned. Oh yeah. For the whole year, for every single month this year, a webinar that's going to help you. It's not there to sell you anything. It's there to take care of you, to give you information that we are finding as we work with the hundreds of locations that we work with already to give you information to help propel your clinic forward. Thing number one, thing number two,

Michael, we have a ⁓ mastermind coming up. right. Why you take a minute and talk about that? Yeah. So we have a mastermind come up here in Birmingham, four hours away from a beach for those who care. But we're here in Birmingham and it is a master. There's no vendors. We're the vendor because we're running it. We won't be selling anything. We're not selling anything. We're just there to pay for the room and the food. That's right. And have an agenda. But the whole point of that mastermind is to get like minded, urgent,

care clinic owners or operators in the same room together to discuss problems and solutions and to help each other out. unless your clinic is two miles away from the next clinic, they're not your competitor. And I think that's been a big misconception in this industry that urgent cares are competing with other urgent cares. You are if they're your neighbor. But if they're in one city over, they're not your competitor. They're going to be your friend and you should get to know them. And that's the whole point of this.

There are things that we've learned from our mastermind with digital marketing agencies that's fixed our agency. Like we hit a roadblock, don't know what to do. This person from New Mexico said, hey, do this and you'll be all right. And we learned that in Miami and then we apply it and it worked. Think about how much distance that's happening right there, but it helped. The same concept here. You may have an urgent, you may at this mastermind be sitting beside an urgent care that's on the opposite side of the country and they just helped you.

And that's totally fine. Because what we've learned is that the urgent cares, they face similar problems all the time and there are solutions to your problems. Sometimes also you just need a little encouragement. That's right. And I will make the argument at this mastermind that your competitor is not your competitor. if they're your next door neighbor and we can talk about that at the mastermind. ⁓ And I promise you it's going to add value and it's going to raise your ship up.

⁓ And then ⁓ finally, we are going to be out at the events doing speaking engagements, teaching, training, all those things. Lots of ookas. Lots of ookas. ⁓ We'll both be talking at the Experity Conference. And I want to encourage everybody listening. That is a great, whether you use Experity or not, that is a great place to help grow your clinic. So I want the Urgent Care Associations. ⁓ Mr. Sellers is the new president of the Urgent Care Association. Great guy. ⁓

I can see some positive changes that will be coming up with him as the president in place, not that there were anything bad, but just more positive changes. ⁓ it's going to be a big year. One of the things that you can do is subscribe to our YouTube channel and subscribe to this podcast so that you're getting notifications of all the things that are going on. Hannah sends a weekly email of everything that's going on as well. And we kind of are in the know. So if there's something like, what should I go for this? We probably have an answer at this point.

It's funny, we're connecting urgent cares to the UCA to Experity to these different conferences. So I love that we're becoming a connector in the industry as well. listen to you, what you do matters. The impact is important that you're making in your community. We really believe it. That's why we show up every single week and do this podcast. All right. Happy 2026. Happy New Year. Michael, you ready to go? I think so, because it's here now. Let's make it happen. All right. We'll see you on the next episode. See you. See you.