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The last seven months of my father’s life revolved around pain management. Watching how compassionate, specialized care supported him—and our entire family—changed the way I see healthcare forever. It showed me how critical pain management and rehabilitation support are for patients in skilled nursing facilities, and how the right care creates a ripple effect of dignity, empathy, and healing far beyond the patient.

After witnessing his father’s struggle with unmanaged pain, IconicCare’s CEO joined Dr. Christian Morris to bring physician-led physiatry care into skilled nursing facilities—improving recovery and restoring dignity for patients.

Improving Quality Measures, Increasing Patient Satisfaction, and Reducing Opioid Reliance. It all started in Albuquerque, fresh out of my residency. I was trying to build a career and a life, which meant I was juggling two very different worlds. By day, I was the medical director at a state-of-the-art inpatient rehab facility. In the afternoons and evenings, I was making rounds in local nursing homes. And a thought kept nagging at me, getting louder every day...