In Part 1 of this two-part episode of Frame by Frame: Rethink Imaging, host Chris St. John sits down with Brad Lofton, CEO of Colorado Associates in Medical Physics, to examine how the field of medical physics must evolve beyond a compliance-only mindset. They explore the dangers of commodification, the need for physicists to reclaim their role as quality managers, and how shifting toward patient-centered care can make physics an indispensable part of radiology departments.Whether you are a medical physicist, healthcare administrator, or imaging professional, this conversation offers a practical vision for making medical physics the “central nervous system” of imaging quality.