Greg Caesar, Senior Partner at Medfluence Advisors, said that upcoming discussions at the American Academy of Otolaryngology-Head and Neck Surgery Foundation (AAO-HNSF) will focus on three defining themes for ear, nose, and throat (ENT) practices in 2025: the rise of urgent care, the expanding role of artificial intelligence (AI), and sales representatives as strategic partners.
"The conversations leading into AAO‑HNSF are shaping how ENT practices approach growth and engagement," said Caesar, Senior Partner & Director of Business Development.
The AAO-HNSF 2025 event is scheduled to take place from October 11 to 14, 2025, in Indianapolis, Indiana. The programming will be held at the Indiana Convention Center and JW Marriott Indianapolis. The meeting is promoted as a premier event for otolaryngology professionals worldwide, providing opportunities for education, networking, and participation in the OTO EXPO.
According to Caesar, the expansion of urgent care is redefining how patients seek ENT care. He noted that urgent care centers in the United States have doubled over the past eight years from approximately 7,000 to more than 14,000. Up to 60 percent of patients present with ENT-related issues such as tonsillitis, earaches, or chronic sinusitis—illustrating a shift away from specialty referrals toward immediate outpatient care.
Caesar explained that artificial intelligence is already transforming clinical and administrative processes. He mentioned that Medfluence has used AI-driven technology for over five years to enhance efficiency and patient engagement without replacing human interaction. He described the future as collaborative—where AI supports clinicians—and suggested that practices embracing this synergy will thrive.
Caesar further observed that top medical device sales professionals now act as strategic connectors rather than mere product demonstrators. He said they leverage their networks to link ENT practices with growth resources, ensuring technology adoption is paired with patient awareness and acquisition strategies—creating long-term practice value beyond product features.
Greg Caesar serves as Senior Director and Partner at Medfluence Advisors where he leads strategic growth initiatives for ENT practices. According to Medfluence’s official site, he holds an MBA from the University of South Alabama and is a Certified Outpatient Practice Management Consultant (COPM-C). Caesar is also a published author and member of the Forbes Business Council focusing on practice development and digital patient acquisition strategies.
