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Brad Larmie, MBA

VP, Digital Transformation
UCP Merchant Medicine

Brad Larmie, MBA, is a leading voice in digital transformation, AI, and growth strategy for urgent care and health systems. As VP of Digital Transformation at UCP Merchant Medicine, he works with health systems and urgent care operators to identify the technology solutions that actually move the needle—cutting through hype to drive measurable impact. With a background in both consulting and hands-on leadership, he has built strategic frameworks that benchmark technology adoption, evaluate incumbent tools against emerging alternatives, and align digital investments with operational and financial outcomes. His expertise spans everything from AI-powered automation to virtual care models, ensuring urgent care leaders have a clear path to modernization.

Beyond consulting, Brad has mentored over 100 health tech founders, shaping the next wave of industry innovation through the Founders Institute and other accelerators. As a senior leader at Children’s Minnesota, he spearheaded AI, automation, virtual nursing, and second opinion strategies, advising C-suite executives on how to build business cases for transformative technologies. His insights aren’t theoretical—he has helped scale real-world solutions that drive growth and efficiency. A frequent national speaker, he challenges conventional thinking on technology adoption and patient experience, delivering pragmatic, high-value strategies. If you're looking for an expert who blends strategy with execution, let’s connect.

AREAS OF EXPERTISE
De Novo Growth
Technology and AI

Brad Larmie is a national speaker on AI, automation, and digital transformation in healthcare. As VP of Digital Transformation at UCP Merchant Medicine—one of the largest urgent care consulting groups in the country—he helps health systems make technology decisions that drive real results. A former senior leader at Children’s Minnesota and mentor to 100+ health tech founders, he has built strategies that bridge innovation, operations, and growth in healthcare.

Presentation(s):