CEO Rob Morris was recognized for his industry advocacy for accessible emergency care nationwide
February 16, 2026
Complete Care is proud to recognize the leadership and industry advocacy of CEO Rob Morris, whose service as the immediate past President of the National Association of Freestanding Emergency Centers (NAFEC) reflects a continued commitment to protecting and advancing access to high-quality emergency care nationwide.
As NAFEC leadership recently met in Washington, D.C. and Austin, Texas, to discuss federal advocacy efforts and establish priorities for Texas’s 90th Legislative Session, the focus remained clear: strengthen the future of freestanding emergency centers and address the evolving regulatory issues impacting patient access to care.
NAFEC’s legislative agenda includes several important federal and state priorities, including expanding the ability for freestanding emergency centers to offer non-emergent outpatient care, improving ER access for Medicare, Medicaid, and Tricare beneficiaries, and addressing flaws in the billing dispute resolution process. By helping lawmakers better understand the critical role freestanding emergency centers play within the larger healthcare ecosystem, the association has a unique opportunity to improve access to healthcare and lower costs.
For Complete Care, this work is more than policy. It is directly tied to providing patients with timely, effective care and to expanding emergency services to rural communities that desperately need them.
“It is important that our lawmakers understand the value these facilities bring to the communities they serve, and also the vast untapped potential to expand our delivery model across the country to families who deserve more timely access to emergency care,” said Rob Morris, CEO of Complete Care and past President of NAFEC. “The advocacy work of our association helps ensure we can continue delivering quality services while also working towards a cost-effective, sustainable framework for the future.”
Rob Morris has been a respected voice in the freestanding emergency center space, guiding industry conversations on patient care access, policy reform, and the viability of independent emergency service operators. His leadership through NAFEC reflects a broader vision centered on innovation, collaboration, and advancing the role of freestanding emergency centers in urban and rural communities.
About Complete Care:
Complete Care is a network of freestanding emergency and urgent care centers providing 24-hour services across Texas and Colorado. With a commitment to delivering rapid access to safe, affordable, and compassionate care, the company combines the clinical capabilities of a hospital emergency department with the convenience and service patients deserve.
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