Traditional primary care is struggling, but urgent care is thriving. The number of urgent care centers rose from 6,100 in 2013 to 8,774 in June 2018 and continues to grow in all parts of the country, especially rural and underserved areas. Patients are evolving too, seeking faster, more convenient, cost-effective medical care that addresses both acute issues and long-term medical needs. But there are challenges inherent with the traditional urgent care model — like improving the wellbeing and livelihoods of patients who seek quick medical fixes and might not return. Leveraging a holistic, organization-wide quality improvement strategy across multiple facilities under CMS’ MIPS program, American Family Care successfully broadened the scope of traditional urgent care centers beyond sprains and X-Rays. By employing strategies and tools to improve quality measurement and reporting, the organization, which oversees nearly 3 million patient visits per year, demonstrates how urgent care centers can become real stakeholders in long-term patient outcomes.