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

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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

🎙️ 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

Today’s episode is a deep dive into real-world urgent care marketing—and what it actually takes to grow and scale a multi-location clinic. Nick and Michael are joined by Chryssa Rich, Director of Marketing at Primary Health Medical Group, a physician-owned, 24-location urgent care brand based in Idaho. With 12 years of experience leading marketing at Primary Health—and a career that spans finance, real estate, automotive, and entertainment—Chryssa brings a seasoned operator’s perspective to the mic. You’ll hear what’s worked, what hasn’t, and what most clinics are still getting wrong when it comes to measuring ROI, driving repeat visits, and building long-term brand trust in their communities. From billboards to direct mail to an in-house built real-time patient waiting widget, Chryssa shares how Primary Health mixes old-school and new-school tactics to keep waiting rooms full and patients coming back. This episode is packed with marketing takeaways for urgent care clinic owners, directors, and anyone juggling strategy with daily operations—and it’s a must-listen for any startup clinic trying to scale without wasting money on the wrong moves.

🔥 In This Episode, You’ll Learn:

📈 How Primary Health measures marketing ROI across 24 clinics

📍 Why location signage does matter—but only to a point

📬 Why direct mail still works (and how they track it to patient visits)

📲 How their new Patient Waiting Widget boosts the patient experience🎯 Why repeat visits happen in the first 90 days—or not at all

💡 The difference between urgent care, primary care, and pediatric marketing

🧠 Why most urgent care clinics underutilize their front desk for marketing

🛠️ Resources & Contact Info

👩‍💼 Connect with Chryssa Rich (Primary Health Medical Group):

🔗 Chryssa’s LinkedIn - https://www.linkedin.com/in/chryssa-rich/

🏥 Primary Health Medical Group - https://www.primaryhealth.com/

💬 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’s episode is a little different. The PCMP team has been on the ground at the UCA Convention, connecting with forward-thinking clinic owners and operators from across the country. So instead of our usual format, we’re bringing you a high-impact clip from our latest live webinar: “How to Use Google Ads to Beat the Summer Slump.”

In this session, Michael and Nick are joined by our in-house Google Ads expert, Philip, to unpack real-world strategies that are working right now to drive volume and visibility during the slower months.

🔥 In This Episode, You’ll Learn:
🏗️ Why relying on one marketing channel is like building your clinic on rented land
🚀 How omnipresence can 2X or 3X your patient volume over time
📻 Why brand awareness (even old-school methods) still matters today
🎯 How grassroots marketing and digital marketing can work together
⛔ What happens when Google, Facebook, or another platform changes the rules overnight
🔎 Why word-of-mouth isn’t a marketing plan—it’s a bonus
📊 How to build a multi-channel marketing strategy that’s sustainable and scalable

💬 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