Medically reviewed by Uri Gedalia, MD, FACS
Chief Medical Officer, TrufaMED Urgent Care & Concierge Medicine
Board-Certified, General Surgery
Last reviewed: September 2026
TrufaMED opened our Surfside clinic on September 3, 2025. Today, September 3, 2026, we mark one year of operations. This post is a candid look at what worked, what we have changed, and what we are doing differently as we enter year two.
The Vision — And What We Built
We opened with a specific bet: a Joint Commission–accredited urgent care, IV therapy, hyperbaric oxygen, concierge medicine, and on-site lab under one roof would serve Miami Beach, Surfside, Bal Harbour, and Sunny Isles better than the existing options — a fragmented mix of MedRite-style walk-ins, MedSpas, and hospital-system clinics.
We were right about the unmet need. We underestimated some things and overestimated others. Both are worth sharing.
What We Got Right
Joint Commission accreditation early
Achieving Joint Commission accreditation in our first year was the single most important operational decision. It signals to patients, insurance carriers, and referring physicians that we operate at hospital outpatient standards. We are still the only Joint Commission–accredited urgent care in Florida.
Two physicians, not one
Dr. Naidoo’s emergency medicine background and my general surgery background turned out to be a useful complementary pair. Most days both are on premises, with the other consulting on phone for off-site visits.
The integrated model
Patients who come to us for urgent care frequently end up in IV therapy, HBOT, or concierge medicine. Patients who come for one IV often end up establishing primary care. The cross-referral within the practice has been higher than I expected and matters substantially for patient retention.
What We Changed In Year One
Mobile IV operations
We launched mobile IV expecting it to be a small adjunct service. It is now one of our highest-volume offerings. We expanded the dispatch radius, added evening and weekend availability, and built dedicated hotel partnerships.
The house call doctor program
Standalone house calls without a concierge membership were a customer ask we did not anticipate at launch. We built it out in spring 2026 as a standalone service line. It is now an important referral source for our concierge program.
Pricing transparency
We published self-pay rates on our website for nearly every service. Patients respond strongly to this. Several other Miami clinics have followed.
Concierge tier structure
Our original concierge tier structure was simpler than the current VIP / Family Plus / Signature framework. We added the Signature tier with hospital escort and the eight-family annual cap because the demand was there. We expanded house calls to be included across all tiers when we realized that was the most-requested benefit.
What Surprised Us
- How much of our concierge volume comes from out-of-state and international visitors. We anticipated South Florida residents; in practice, almost half of our concierge interactions in a given month involve travel medicine, hotel-based care, or coordination for visitors.
- The proportion of our patient base that speaks a language other than English. Our 8-language staff handles Spanish, Portuguese, French, Russian, Hebrew, Italian, German, and Arabic conversations daily. We added language access as a top operational priority.
- The clinical value of having an on-site CLIA lab. We initially expected lab to be a convenience for our patients; it has turned out to be a major operational advantage for same-day clinical decision-making.
- How much demand there was for biohacker and longevity content. Our blog posts on Peter Attia, Bryan Johnson, Andrew Huberman, and Tim Ferriss drove a meaningful portion of our Miami new-patient acquisition.
What’s Next For Year Two
- Reviews velocity: hold the 5.0 Google rating and keep a steady flow of post-visit reviews through year two
- Expanded HBOT capacity for the post-surgical recovery and long COVID programs
- Continued pricing transparency expansion to cover every service line including concierge
- Hotel partnership formalization with several Miami Beach properties
- Peptide and longevity program build-out under the current regulatory framework
- Continued blog publishing cadence supporting AI-engine and SEO discoverability
Thank You
To every patient who came to us with a problem and trusted us to handle it. To the referring physicians who sent us cases. To the hotel concierges who started routing their guests to us. To our staff — Jessica, Mariet, Noam, Gina, and the rest of the team who made year one possible. To Dr. Naidoo for putting up with my surgical preferences in a non-surgical clinic. To my family for the patience.
Year two starts today.
Frequently Asked Questions
What’s changed since I last visited?
Among other things: house call doctor service launched, concierge tiers expanded, HBOT capacity grew, mobile IV coverage expanded across Miami-Dade, and pricing transparency now covers nearly every service. Stop by — you will recognize the same staff.
Are you opening additional locations?
We have no announced second location. We are focused on operational excellence at Surfside and expanded mobile reach across Miami-Dade.
How can I leave a review?
Google reviews are our main signal. Search ‘TrufaMED Urgent Care’ and the review prompt is at the bottom of our listing. We read every one.
What’s the best way to refer a friend?
Send them to our urgent care online registration, call our front desk, or refer them to our concierge program directly. We treat the relationship seriously and do not run aggressive referral incentive programs.