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White Paper - Summer 2013

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Considering the Customer: Understanding & Influencing Healthcare’s Newest Change Agent

The Patient Protection and Affordable Care Act is inverting nearly every traditional healthcare business model. As healthcare providers—especially hospitals and health systems—gear up for many foundation-shaking changes, they will come face to face with a strangely familiar partner: their own customers.


This white paper explores what the customer is telling us about healthcare and what providers of healthcare must do to ensure their own survival and inclusion in what could be a very bright future. It presents collective findings from a customer-centric healthcare study conducted by National Research Corporation from January 2012–July 2013, involving a series of qualitative interviews with 176 healthcare customers and quantitative surveys of 111,448 healthcare customers. 

Author: Ryan Donohue
Date: Summer 2013