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It’s conference season—and calendars are filling up fast. Flights are getting booked, hotels are getting reserved, registration fees are getting approved, and calendars are getting blocked off for a few days away from the practice. And if you’re like most physicians and practice leaders, there’s a mix of emotions. Maybe a little excitement. Maybe a little overwhelm. Maybe even a quiet question in the back of your mind…

Is this actually worth it?

Because when you really step back and look at it, attending a conference is not a small decision. It’s not just the registration fee. It’s the travel. The hotel. The meals. The time away from patients. The disruption to your team. The mental energy. This is not a $2,000 decision. For most people, this is a $5,000 to $10,000 investment… sometimes more.

And yet, what I see over and over again is that people treat conferences almost like a passive experience. You show up. You sit in sessions. You take a few notes. You maybe talk to a couple of people. And then you come home… and within a week or two, it’s like it never happened. Nothing really changes.

So today, I want to challenge that.

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