A provider’s time is tight in urgent care. Margins can be, too. But time you put aside to give away your services in measured quantities can wind up paying great dividends down the road. Xpress Wellness Urgent Care is investing in that concept by offering free sports physicals for student athletes in the Duncan, OK area this fall. Anyone taking them up on the offer even gets to go online to pick a time that’s most convenient for them. That cuts the visit time down—less waiting to see someone—which is a great introduction to the efficiency of an urgent care visit. Given that it’s unlikely the student will go to the appointment unattended, parents and siblings will also get a look at the location. (And while they’re in, why not offer to give everybody a flu shot?) All told, it’s basically a relatively simple and inexpensive way to get people to come in and check things out. They’ll see how friendly your desk staff is, how clean the facility is, and note the services you offer from the signage in the waiting room—all mental pictures that are likely to lead them back to your location when someone in the house is sick or injured.