Ep. 221: UCA’S Vision: Policy, Payment Reform & Industry Growth - w/ Steve Sellars, CEO of the UCA

Описание: Urgent care isn’t just a convenient alternative to the ER anymore. It’s becoming a critical piece of the healthcare access puzzle — and the Urgent Care Association is working to make sure operators have a real voice in where the industry goes next.

In this episode, we sit down with Steve Sellars, CEO of the Urgent Care Association (UCA), for a wide-ranging conversation on the state of urgent care, the policy and reimbursement pressures impacting operators, and what UCA is doing right now to strengthen the urgent care ecosystem nationwide.

With 30+ years in healthcare leadership — including time on the payer side, inside a large health system, and 20 years in urgent care operations and joint ventures — Steve brings a rare “whole-system” perspective. We unpack what he’s seeing in 2026, what urgent care leaders should be preparing for, and why advocacy, quality, and integration into the broader healthcare continuum are no longer optional.

You’ll also hear a preview of what to expect at the upcoming UCA Convention in Chicago, why the theme “Amplify” matters, and how operators can get more value from the exhibit hall, the networking, and the policy work happening behind the scenes.


🔍 In This Episode, You’ll Learn:
🏛️ What the Urgent Care Association is advocating for right now — and why it matters to your bottom line
💸 Why reimbursement reform is the biggest sustainability issue facing urgent care operators
🧩 How urgent care fits into solving the healthcare “access + affordability” crisis
👥 Why workforce shortages and scope-of-practice barriers are still limiting growth in many states
📍 What makes the UCA Convention a “can’t miss” event for operators (beyond CE and sessions)
🤝 How to approach vendors as true partners, not just booth conversations
📈 The 2026 trends Steve believes will shape urgent care next: integration, navigation, quality, and data


🧠 About Our Guest:
Steve Sellars is the CEO of the Urgent Care Association (UCA) and a long-time urgent care operator and industry leader with over 30 years of healthcare management experience. His background includes eight years in managed care, five years with one of the largest health systems in the Gulf South, and twenty years dedicated exclusively to urgent care joint-venture development and management.

Steve served as the 2016–2017 UCA Board President, previously held roles as UCA Secretary and Chair of the Education Committee, and received the 2019 UCA Lifetime Membership Award. At the 2024 UCA Convention, he received the Quality and Safety Award for his contributions to quality improvement and patient safety, including his work as a founding member of the Accreditation Committee.

He earned both his undergraduate degree and MBA from Louisiana State University (LSU) — Geaux Tigers! — and enjoys time with his wife Shannon, their family (especially their two grandchildren), and relaxing on the Mississippi Gulf Coast.


🛠️ Resources:
Urgent Care Association (UCA): ⁠https://urgentcareassociation.org/⁠
Connect with Steve on LinkedIn: ⁠  / ⁠  
Looking to grow patient volume, strengthen retention, and build a scalable marketing system? Explore PCMP’s 90-day patient acquisition framework: ⁠https://patientcaremarketingpros.com⁠

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Want to be a guest, recommend someone for the show, or ask a question? We would love to hear from you. Email us at [email protected]


🎵 Intro and Outro Music by Devin Smith:
https://open.spotify.com/artist/4UdQj...