Urgent Message: Health systems must reframe urgent care from a low-margin cost center to a strategic front door that drives significant returns by utilizing technology to track and maximize “keepage”—the retention of high-value downstream referrals that otherwise leak out of the network. Alan A. Ayers, MBA, MAcc Keywords: urgent care; referral management; downstream revenue; health system strategy; patient retention; return on investment Urgent care is no longer just an access point; it is the strategic …
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