In the era of convenience, 45% of adults 18 - 29 years old do not have a primary care physician, 33% of millennials skip primary care visits and unsurprisingly, millennials account for 25% of all urgent care visits. With the absence of primary care, are we resorting to urgent care? Given the need to treat patients no matter the ?door? they enter, should urgent care lean into this model or is there a better way to direct these MIA patients back into the primary care system? Perhaps concierge clinics, savvy virtual platforms, consumer-centric models or employer-sponsored direct primary care are just the thing to attract them!