Why Dallin Bills, our CEO, Joined IconicCare

Written by: Dallin Bills 

My dad was the toughest man I’ve ever known. The kind who’d shake off pain like it was a fly on his arm. So, watching him in pain during the last year of his life—it was brutal. I just wanted him to be comfortable. And he wasn’t.

It started with what seemed like a straightforward shoulder replacement. The surgery went fine, but afterward, he went to a skilled nursing facility—a “SNF,” as I later learned they’re called—to recover.

The staff at my father’s SNF were good people—nurses, therapists, all doing their best. But I started to notice something: everyone was stretched thin. They were caring for dozens of different patients with dozens of different problems. My dad had one: pain. And even though everyone cared, his pain was never really managed. He just hurt. Constantly.

When he passed, I remember standing at his funeral thinking one thing over and over: We should’ve been able to make him more comfortable. That thought stuck with me.

A few months later, I met Dr. Christian Morris, the Founder and Chief Medical Officer of IconicCare. He started talking about “physiatrists.” (I had never heard that word before, either.)

Physiatrists, he explained, are clinicians who specialize in physical medicine and rehabilitation—they focus on helping people feel better after injury, surgery, or chronic pain. In the SNF world, they’re the ones who make sure patients aren’t just surviving—they’re recovering. They help manage pain safely, reduce unnecessary medications, and get patients moving again.

I shadowed Dr. Morris during a few of his SNF visits, and I couldn’t believe the difference. I saw patients who had been on five or six pain meds start smiling again after a single targeted injection. I saw nurses relieved to have a specialist in the building who actually focused on pain and function. I saw facilities transformed by having someone who could truly help patients heal.

That’s when it clicked for me. This was the kind of care my dad needed—and never got.

So, I made the leap. I left behind my old career path and joined IconicCare as CEO. Not because it was the logical next move on a résumé—but because it was the right thing to do. Because I wanted to build something that would change the way patients experience care in their most vulnerable moments.

At IconicCare, our mission is simple: empower our providers to deliver exceptional care and to support our partner facility staff. We put service first. We lead with compassion. We chase excellence—not for ego, but because it matters.

We’re setting a new standard for post-acute care, one patient, one facility, one provider at a time.

If you’ve ever had a loved one in pain, you understand why this matters. That’s why I joined IconicCare. That’s why we’re here.