1 - We exist to serve others

World-class service is at the core of everything we do. We go the extra mile and take pride and joy in making people’s lives better. We do what others don’t. We serve because we actually care, not about short-term profits, but about the transformation of our customers’ health. And when we truly take care of the patient, the rest takes care of itself. Our service is our differentiator. It is our moat. Our service is felt by our community, and it’s reflected in our retention, reviews, press, and referrals. We take pride and pleasure in serving others because it’s the reason we exist as a company. 

2 - Extreme ownership

Every problem is our problem. We own things completely, end to end. We don't wait for others to solve issues, we take initiative and see it through. When we see something, we say something. When there is a handoff, we clarify and make sure nothing gets dropped. We don't throw things over the fence or make assumptions. Extreme ownership means defaulting to action, because action creates clarity, momentum, and the information we need to move forward. We don't wait for perfect answers. We act, learn, improve, and own outcomes in real time.

3 - Integrity and trust in all we do 

We put the wellbeing of the patient above ourselves. We don’t cut corners. We don’t sell snake oil. We don’t partner with people or companies that don’t share our values. We stand behind what we offer because we believe in its potential for real good. We act with honesty, legality, and care, especially when operating at the cutting edge of medicine. Trust is earned through consistency, transparency, and doing the right thing when no one is watching. We’re building a brand that is defined by integrity and truth, and we must earn that every day. Our reputation matters, and our integrity protects it. 

4 - Details Matter 

The little things are the big things, especially we’re dealing with people’s health and livelihood. We think things through end to end. We obsess over the details, how our brand is experienced, and how we operate with each other. Every detail tells the story of our brand and our service. Details are how our customers experience us day to day. Details are the difference between a happy customer, a churned customer, or a hospital visit. Excellence lives in the details, and consistency in those moments is what separates good from great. 

5 - We lead by example with vision

We practice what we preach and lead from the front. We each live healthy, disciplined, and intentional lives of purpose and growth. We set the standard through our actions while holding a clear vision for a healthier human, and a better way of living.  We are relentlessly committed to our individual growth in all areas, personally and professionally, and we lead our customers to do the same. We inspire each other to pursue their highest calling. We don’t just react to the world as it is, we help create the world we want to live in. 

6 - Overcommunicate 

Communication is our superpower. We speak clearly, directly, and early. We educate without speaking down, making sure patients are uplifted while they understand. We set expectations and address issues before they arise. We listen earnestly to what our customers say, to what they write, and to their medical profiles. We respond early, often and fully after understanding the full picture. We don’t hide problems, delay hard conversations, or assume someone else has it handled.

7 - Simplify and Systematize 

Simple scales, complex fails. We start from first principles and constantly ask what can be removed, reduced, automated or clarified. We value subtraction over addition and simplicity over cleverness. While we deliver thoughtful, human, one-on-one service, we turn what works into clear, repeatable systems. We invest in structure, process, documentation, and automation to reduce friction, buy back time, and focus our energy where it matters most. Simplicity creates clarity, and systems allow us to serve more people without sacrificing quality.

8 - We pursue Truth

We are in constant pursuit of truth. We hold strong and evidence-backed beliefs, but we are never dogmatic; we update our thinking as new data and outcomes emerge. We are precise yet flexible. Especially at the frontier of medicine, where innovation moves faster than precedent, we think critically and act justly. We always follow the law, but we prioritize what is truly in the best interest of the patient over outdated norms or conventions. We seek truth through science, outcomes, and integrity, and we take responsibility for navigating new ground thoughtfully, legally, and with care.