Numerous urgent care centers have dabbled in mental health urgent care over the years, to little positive effect in terms of patient volume or revenue. Times—and marketplaces—change, however. In rural areas, especially, where both medical and mental health providers can be few and far between, the idea of offering a broader array of services that include counseling might work. At least one urgent care operator is making a serious effort to find out if that’s the case. Fast Pace Urgent Care, which operates more than a hundred urgent care centers in rural areas across the South, is going to integrate psychiatric evaluation, medication management, and counseling for adults, children, and adolescents into its locations. They’re also going to add telelealth into that mix by connecting patients to licensed mental health professionals virtually when needed.