Designing the Future of Urgent Care: Brandon J. Robertson on Scaling Patient-Centered Healthcare

What if the next wave of healthcare innovation wasn’t about treating chronic illness, but reaching healthy people, faster?In this episode of Lightning RX, host Colette Nataf, founder of Lightning GTM, sits down with Brandon J. Robertson, MBA, founder and president of UCP Merchant Medicine and Intellivisit Solutions, to explore how urgent care is being redefined through hospitality-inspired design, psychographic data, and AI-enhanced clinical technology.Brandon shares the blueprint behind launching over 225 urgent care centers across 44 states, without patients ever knowing his company’s name. From geospatial mapping to EMR-integrated software that slashes documentation time from minutes to seconds, UCP’s model is built to deliver not just care, but delight.They explore what it takes to build high-performing, modern urgent care systems inside traditional health systems, and how creating a premium patient experience can drive organic growth, sky-high Net Promoter Scores, and operational scale.What You’ll Learn:Why urgent care serves healthy people, and what that means for marketingHow psychographics help identify high-value patient segmentsThe role of consumer data in choosing clinic locationsHow UCP clinics achieve <1 minute door-to-care times and 94 NPSHow AI reduces charting time to 30 seconds and improves visit consistencyWhat modern urgent care centers borrow from Target and StarbucksUCP’s stealth growth strategy: let patients know the health system, not the vendorAdvice for consultants building in a competitive, health-regulated space💡 Golden Nugget: “We don’t want patients to know who we are; we want the experience to speak for itself.”Connect with Brandon J. Robertsonlinkedin.com/in/brandon-j-robertson-mbaurgentcarepartners.com/ (Company)healthsystemadvisors.com (Company)levelbrand.com/sample-work/urgent-care-partners-main/ (Portfolio)Connect with the Show:LinkedInWebsiteSpotifyAmazon MusiciHeartSubscribe on Spotify, Apple Podcasts, or your favorite platform.If you enjoyed this episode, share it with someone passionate about healthcare marketing, startup growth, or innovative product launches, and don’t forget to leave us a review. New episodes drop weekly!