You built a virtual practice and it's working. Now you're adding physical. The operating playbook, the team, the unit economics, the patient acquisition assumptions don’t transfer cleanly. Here's what shows up the day you sign a lease, and what your team has never had to do.

Virtual care commodified the easy convenience. What it didn't commodify is the kind of convenience that matters when a patient has real care needs. A reframe on what physical real estate is actually for now, and the contrarian view on what makes it work.