Chris Brunson is the founder and CEO of PEC360, creator of the Effective No-Show Rate, and a voice on how AI can expand healthcare access while lowering the cost of care.
Chris approaches healthcare with an entrepreneur’s instinct to question assumptions and an operator’s focus on what works.
His work centers on problems organizations can come to accept as unavoidable: unused appointments, fragmented knowledge and friction in patient communication. He challenges leaders to make those problems visible, understand their causes and apply technology where it can produce measurable improvements.
That perspective connects his work across patient access, healthcare AI and operational intelligence—and shapes the ideas he brings to business and healthcare audiences.
Chris spent 19 years as President of Brunson Automotive Group, leading a multi-franchise dealership organization in South Carolina’s Lowcountry and developing firsthand expertise in operations, customer experience, technology, and organizational leadership.
After leaving the automotive industry, Chris began a new chapter as an entrepreneur. Rather than replicating what he had already built, he entered healthcare with an outsider’s perspective and a conviction that patients deserved a more proactive, connected experience.
Chris founded PEC360 to help healthcare organizations better understand, communicate with, and serve their patients. The company developed a proprietary healthcare-specific platform that has evolved into an AI-native Patient Experience Management ecosystem.
Today, Chris leads PEC360’s work across predictive patient access, AI voice automation, interaction intelligence, decision support, and enterprise knowledge orchestration.
Healthcare organizations have traditionally relied on the no-show rate to understand missed appointments. Chris recognized that this measure overlooks much of the capacity actually lost through same-day cancellations and same-day rescheduling, when appointments cannot be filled in time.
To make the full problem visible, Chris created the Effective No-Show Rate, or ENSR.
ENSR gives healthcare leaders a more complete measure of unused appointment capacity. More importantly, it reframes the issue. An unfilled appointment is not only a scheduling problem. It affects patient access, provider productivity, revenue, continuity of care, and the overall cost of delivering healthcare.
Chris’s work around ENSR has helped healthcare organizations move beyond simply measuring missed appointments toward identifying high-risk patients, improving confirmation strategies, and recovering capacity before it is lost.
Traditional no-show reporting shows only part of the problem.
ENSR reveals the true amount of appointment capacity at risk.
“Healthcare cannot solve the capacity problem until it measures all of the capacity it is losing.”
Healthcare organizations possess enormous amounts of knowledge across policies, systems, documents, conversations, workflows, and employee experience. Yet the answers people need are often fragmented, difficult to find, or lost when experienced employees leave.
Under Chris’s leadership, PEC360 developed Sherlock EKOL, an enterprise knowledge orchestration layer that helps organizations connect their institutional knowledge and make it accessible through natural-language questions.
Sherlock represents a central belief behind Chris’s work. AI creates the greatest value when it understands the organization, supports human decision-making, preserves institutional knowledge, and turns information into action.
Chris believes healthcare innovation should be judged by measurable improvements in access, capacity, cost, and patient experience.
Achieved by a Mid-Atlantic health system with four hospitals and 500+ employed providers using Access360.
PEC360’s published Carolinas Access360 case study does not classify the figure as revenue, margin, avoided cost, or a combination.
Generated through improved appointment access and schedule use.
Measured across a 128-provider primary care group.
Chris brings extensive public speaking experience, including presenting at MGMA and delivering countless sales presentations to large audiences. His background as an entrepreneur and business leader informs his approach: connecting big ideas with practical examples and the operational challenges leaders face.
Why the traditional no-show rate understates lost capacity, how Chris developed ENSR, and what a more complete measurement reveals.
Why effective healthcare AI requires institutional context, connected knowledge, and human judgment, including the thinking behind Sherlock EKOL.
Why patient access, communication, adherence, workforce capacity, and cost cannot be improved in isolation.
How healthcare organizations can transform patient conversations into operational insight and better decision-making.
What Chris learned from leaving a 19-year automotive career, entering an unfamiliar industry, and building a healthcare technology company from the ground up.
A practical discussion of responsiveness, loyalty, convenience, relationship management, and the changing expectations of healthcare consumers.
Chris is especially well suited for conversations at the intersection of healthcare operations, patient access, AI, entrepreneurship, and organizational transformation.
Looking for an entrepreneur and healthcare AI thought leader who connects big ideas with the realities of running an organization?
Chris is available for podcast interviews, virtual presentations, conference sessions, panels and executive discussions. Topics can be tailored to healthcare leaders, practice administrators, patient access teams and entrepreneurial audiences.
To discuss an opportunity, share your organization or podcast, audience, proposed topic, format and preferred date.
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